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162 School of Management Studies, Punjabi University, Patiala

Malls and Hypermarkets: Perspectives of Contemporary Shopping

CHAPTER – 4

DATA ANALYSIS – I



4.1 GENERAL DEMOGRAPHICS OF THE VISITORS

To study the buying behaviour and propensity to visit a mall / hypermarket, of the

respondents, 400 customers were interviewed and administered questionnaires.

These customers were the people who were visiting the mall / hypermarket and who

shopped / bought a commodity / consumed a service from the said place. The

classification and demographical details of the respondents is presented as follows:

CHART 4.1.1

As depicted in the Chart 4.1.1, maximum percentage, that is 30.50%, of the

respondents fell in the 25 – 30 years category. Only 2.75% shoppers were between

40 – 45 years. This table reflects that the malls were mostly frequented by the 20 –

35 years age group (72%). These young adults are impulsive buyers, for whom,

shopping from the malls / hypermarkets, is more of a status symbol. Another reason

for this high percentage of footfalls from this category, can be their sudden spurt in

disposable income, which has seen a considerable rise in India, in the recent past.



CHART 4.1.2

The above Chart 4.1.2 depicts the demographics of the respondents visiting the

malls / hypermarkets, who were interviewed for the purpose of this study. The data

highlights that both males and females frequent shopping malls / hypermarkets,

almost equally. Purchase decisions are likewise taken by both the genders. The

following Chart 4.1.3 illustrates, 18.25% respondents belonged to the income group

of Rs. 15,000 to Rs. 30,000 per month, 30% were in the not applicable category,

implying the large number of students visiting such places.

CHART 4.1.3



Malls were more frequented by the respondents who were post graduates (39.75%)

and 37.37% were graduates (Chart 4.1.4). A very less percentage was found below

the level of graduates, thereby depicting the level of literacy of the visitors to the

malls / hypermarkets.

CHART 4.1.4

Mostly the respondents who frequented the malls / hypermarkets, were engaged in

the private sector service (40.25%) followed by students (19.0%) (Chart 4.1.5).

CHART 4.1.5



Chart 4.1.6 (a) shows that majority of the respondents visiting a mall / hypermarket

were married (57%), with a major chunk (27.25%) having no dependents (Chart

4.1.6 (b)). Since a large number of respondents visiting these places were students,

therefore the high results in the never married category and not applicable in the

number of dependants query.

CHART 4.1.6 (a)

CHART 4.1.6 (b)

Mall culture has been accepted and welcomed in a big way by the Indian consumer

and this fact comes out from the data shown in the Chart 4.1.7, with visitors who



responded by saying that they visit a mall / hypermarket at least once a week

(41.25%) and the prominent reasons for their visits were shopping (cited by 364

respondents), watching a movie (cited by 301 respondents), visiting an eatery

(cited by 259 respondents) and indulging in window shopping (cited by 247

respondents) (Table 4.1.1). Facilities like gymnasium and discotheques are present

only in select malls, which is why least response was obtained from this category

(cited by 49 respondents and cited by 52 respondents, respectively). [The

absolute count of respondents has been taken into account since this was a multiple

choice enabled statement, and multiple reasons were cited by the respondents for

visiting malls / hypermarkets].

CHART 4.1.7

Feinberg, Sheffler, Meoli and Rummel (1989) consider the social stimulation

provided by malls, finding that the mall serves as an outlet for social behaviour.

Further examination of this issue was made by Lotz, Eastlick and Shim (2000),

who studied the similarities and differences between mall entertainment seekers and



mall shoppers. Their results support hypotheses that there are different motivations

for individuals who visit a mall for entertainment activities versus those who visit for

shopping purposes.

TABLE 4.1.1 REASONS FOR VISITING A MALL / HYPERMARKET

Primarily I visit a shopping Mall / Hypermarket to

(Tick as many as applicable for you) Responses of 400

Visitors

Shop 3 6 4

Watch a Movie 3 0 1

Visit an Eatery 2 5 9

Go on a Date 8 4

Window Shop 2 4 7

Gaming 1 2 8

Attend Parties 6 7

Just get away 2 0 5

Comparison Shop 1 8 4

Watch people 1 5 7

To a Library 5 6

To a Gymnasium 4 9

Meet Friends 2 0 5

To a Pub / Bar 6 8

To an Internet café 5 4

Visit an Amusement Park / Museum / Rides 6 1

To a Discotheque 5 2

Participate in the Events or Promotional activities 1 4 6

For Personal care services 1 0 7

Other (Sometimes for time pass, for fun etc) 9

Total 2 8 0 3

(Since this was a Multiple Choice Enabled statement, hence instead of Count, the caption has been titled as Responses of 400 Visitors)



Table 4.1.2 has tried to portray mall loyalty, which is depicted from the fact that

62.5% respondents were frequenting the particular mall for more than the 4th time.

That meant that mall culture is here to stay and has been embraced by the Indians,

and they like visiting the malls / hypermarkets regularly, despite the hiccups and

drawbacks associated with these places. Only a handful of the people (5.75%)

surveyed, were visiting the mall / hypermarket for the first time.

TABLE 4.1.2 NUMBER OF VISITS TO THE PARTICULAR MALL

This is my ____________________ visit to this particular mall. Count Percentage

1st 2 3 5 . 7 5

2nd 5 5 1 3 . 7 5

3rd 4 6 1 1 . 5 0

4th 2 6 6 . 5 0

More than 4th 2 5 0 6 2 . 5 0

Total 4 0 0 1 0 0 . 0 0

Bloch et al., 1994; Roy, 1994 in their researches demonstrated that consumers go to

shopping centres to seek entertainment, boredom relief, social interaction with

friends, fun, relaxation and freedom from concerns about personal safety, as well as a

wide choice of comparison shopping. However some research studies have found

that value perceptions (LeHew et al., 2002) and specific anchor stores (Finn and

Louviere, 1996) are key drivers of repeat visits, for example, the desired assortment

of stores, selling products at the price and quality levels valued by the customers

(Severin et al., 2001; Yilmaz, 2004) which indicates that shopping centre image



cannot be separated from store image (i.e. the retail tenants and their merchandise) in

the customers’ minds.

Majority of the respondents preferred weekends (49.5%) to visit a mall /

hypermarket and 43% said there was no specific day for them to visit such places

(Chart 4.1.8). The reasons can be the availability of ample time available to

respondents during the weekend. Also the society is witnessing a change where the

presence of working couples (both the husband and the wife are working), nuclear

families is on the rise. So weekend becomes a natural choice for choosing to visit a

mall / hypermarket.

CHART 4.1.8

44.75% of the people interviewed replied that they spent 3 – 4 hours, on an average,

in the mall / hypermarket and 29.5% said that they usually spent 5 – 6 hours, which

is of course a substantial time in a single day (Chart 4.1.9). This can imply that the

people visiting malls / hypermarkets don’t just drop by; rather they make planned



visits, vis-à-vis their duration of stay, reason, purpose for visiting etc, having been

pre-decided clearly.

CHART 4.1.9

The preferred mode of travel to mall / hypermarket was by their own conveyance,

which was almost always by car in large majority of the cases (cited by 379

respondents), followed by 133 respondents mentioning that they used a 2–wheeler

while visiting such places (Table 4.1.10). [The absolute count of respondents has

been taken into account since this was a multiple choice enabled statement, and

multiple modes of visits were cited by the respondents for visiting malls /

hypermarkets]. The results indicate the propensity of respondents to be self-

dependent while opting for visiting the mall / hypermarket, and not depending upon

any public means of transportation or hiring a rickshaw, auto etc.



CHART 4.1.10

Theme malls are yet to come in a big way in India and this fact has been supported

by the large number of respondents (Table 4.1.3) who have not been to theme malls

even once (50.50%). This may be due to the fact that such niche / theme malls have

come up only in selected cities like Delhi, Gurgaon, and Mumbai, and they have not

yet reached Tier–2 or Tier–3 cities till now. This also draws upon an implication that

mall builders and companies are not investing in theme malls and consider them as a

riskier proposition as compared to a regular shopping mall. A classic example of this

can be cited with the case of Omaxe Mall in Patiala, which was initially touted to

be a Wedding Mall, but finally the builders decided to launch it as a general mall.

TABLE 4.1.3 VISIT TO A THEME MALL

Have you ever been to a Theme Mall (or a Niche Mall)? Count Percentage YES 1 9 8 4 9 . 5 0 NO 2 0 2 5 0 . 5 0

Total 4 0 0 1 0 0 . 0 0



CHART 4.1.11

As the above Chart 4.1.11 depicts, amongst the 49.50% (Table 4.1.3) respondents

who had an experience of visiting theme malls, 156 respondents, mentioned that

they visited Electronics Products Mall (like Croma which is an Electronics Goods

Mall) followed by Wedding Malls (cited by 104 respondents) and Jewellery Malls

(cited by 99 respondents) (Gold Souk etc). [The absolute count of respondents has

been taken into account since this was a multiple choice enabled statement, and

various themes of speciality malls were cited by the respondents for visiting malls /

hypermarkets].

TABLE 4.1.4 SUCCESS OF THEME MALLS

Do you perceive such Theme Malls can be successful? Count Percentage

YES 3 7 1 9 2 . 7 5

NO 2 9 7 . 2 5

Total 4 0 0 1 0 0 . 0 0



A whopping majority of the respondents felt that theme malls can be successful

(92.75%) as depicted by the responses in Table 4.1.4. This high percentage reflects

the awareness amongst people regarding the concept of theme malls and their

penchant for such speciality malls. Theme malls are making their presence felt in

metros like Gold Souk in Gurgaon. But they still, as discussed earlier, have to catch

up in Tier–2 and Tier–3 cities.

4.2 TRADITIONAL CINEMAS TO MULTIPLEXES

Respondents were interviewed for their changing preferences from traditional theatre

formats to modern state-of-art multiplexes. The following discussion and the

subsequent tables deal with the aspect of modern day multiplexes in malls and how

these have come to affect the changing viewership pattern in the movie buffs.

As shown by the results in Table 4.2.1, the most important factor for the changing

tastes towards the multiplexes was the flexibility of timings (68.75%; CoV 12.51%)

which are spread over a large time period, resulting in large number of shows

allowing for flexibility for the viewers to watch any show according to their

convenience.

Multiplex goers and cinema goers differed significantly in their opinion towards the

availability of flexible show timings (t – stat = 3.557, at 5% significance level) in

multiplexes.



TABLE 4.2.1 FUNCTIONAL DISPARITY BETWEEN A MULTIPLEX AND A CONVENTIONAL CINEMA THEATRE

(Overall statistics count from the 400 respondents, both from cinema goers and multiplex visitors)

It was established that the cinemas had a traditional loyalty in visitors, who do not

consider the extensive range of show timings as a necessary advantage which would

affect their loyalty to shift from cinemas to multiplexes (Table 4.2.2). Multiplex

Functional disparity between a Multiplex and a conventional format Cinema Theatre…

Wei

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Stan

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CoV

%

I prefer the wide-ranging choice of movies one can watch in a Multiplex as compared to a traditional Cinema Hall. 4.595 0.605 13.17

I prefer the flexibility of timings of movies screened in a Multiplex as compared to a traditional Cinema Hall. 4.640 0.580 12.51

Multiplexes offer Club Memberships, wherein I get discounts / packages for frequent goers etc. 4.072 0.663 16.27

The Digital picture clarity and the Sound system are better in a Multiplex. 4.657 0.608 13.06

There is an added attraction of supplementing services available in a multiplex which one can resort to after watching the movies like Shopping, Beauty / Hair Salons, Dining etc

4.470 0.792 17.71

I am comfortable and unperturbed while watching a movie in a multiplex, because I know my toddler / kids shall be taken care of in the crèche / day care / children pen

4.405 0.813 18.46

There are many events & promotional activities in a Multiplex which attract me to visit there. 3.657 0.866 23.67

The ticket is very expensive compared to a Cinema hall. 4.412 0.873 19.80

The sitting capacity of the Multiplexes is limited and gets filled up very soon. 4.322 0.802 18.56

Going to Multiplex results in Impulsive buying behaviour – I tend to shop unnecessarily. 3.485 0.760 21.82

It’s difficult to walk from the parking to the theatre due to the large size of the parking area of the shopping mall. 3.422 0.897 26.21



goers go with a preset notion that some or the other show would be playing which

they can catch up with, whereas cinema goers are well aware of the rigid patterns

followed vis-à-vis the timings.

TABLE 4.2.2 FLEXIBILITY OF TIMINGS SCREENED IN A MULTIPLEX

I prefer the flexibility of timings of movies screened in a Multiplex as

compared to a traditional Cinema Hall. Count Percentage

Strongly Agree 2 7 5 6 8 . 7 5

Agree 1 0 8 2 7 . 0 0

Neutral 1 5 3 . 7 5

Disagree 2 0 . 5 0

Strongly Disagree 0 0 . 0 0

Total 4 0 0 1 0 0 . 0 0

Also the digital picture clarity and the digital Dolby surround sound systems, which

encompass the latest state-of-art techniques in multimedia, are another drawing

factor for the masses (72.25%) visiting the multiplexes (CoV 13.06%), as described

in Table 4.2.3. Predominantly, these two above cited factors, are missing in

traditional cinema theatres, though many cinema houses in metros, especially, have

revamped their audio – visual paraphernalia, to cater to the tech savvy needs of the

cinema goers. Significant difference was found in the attitudes of multiplex visitors

and cinema goers (t – stat = – 6.830, at 5% significance level). A typical multiplex

offers totally different expectations to the customers in terms of the facilities. The

customer is aware of the swankiness in the multiplex, before hand and is therefore,

willing to spend more, on a typical visit to a multiplex, and consequently so he

expects finer digital picture clarity and superior sound system.



TABLE 4.2.3 DIGITAL PICTURE CLARITY AND SOUND SYSTEM

The Digital picture clarity and the Sound system are better in a

Multiplex. Count Percentage


Agree 8 7 2 1 . 7 5

Neutral 2 2 5 . 5 0

Disagree 2 0 . 5 0


Total 4 0 0 1 0 0 . 0 0

The factor which mattered the least to the respondents was the distance of the

parking from the multiplex (CoV 26.21%). Mostly parking lots in multiplexes, are

housed in the mall building itself and are located in the basements. Movie goers have

to board a lift or take escalators sometimes, and reach the auditoriums, and due to

this reason it felt cumbersome to the visitors. Distance wise it was not much, but the

way to the multiplex was from inside the mall, and sometimes the mall was too

crowded, or sometimes the lifts were not working or were too crowded, so the

respondents felt uncomfortable at times. In many instances the ticket windows / stalls

were on the ground floors or in many cases, even towards the outside of the mall

building, so they had to move all the way from the parking lot to the ticket windows

and then finally go to the auditoriums. On this viewpoint, considerable difference (t –

stat = 2.177, at 5% significance level) was found in the opinions of the multiplex

goers and the cinema visitors, as in case of cinema goers, they felt that they did not

have to walk considerable distances from the parking to the theatres / main

auditorium, as was the discomfort many times in case of multiplexes (Table 4.2.4).



TABLE 4.2.4 WALKING DISTANCE FROM THE PARKING TO THE THEATRE

In response to a question on the preferred location of the multiplexes vis-a-vis floors,

the respondents chose ground floor as the preferred location for a multiplex (Table

4.2.5).

TABLE 4.2.5 LOCATION OF MULTIPLEXES

The Multiplexes in a Mall should be located Count Percentage

At the Top floor 1 2 6 3 1 . 5 0

At Any of the Middle floors 5 0 1 2 . 5 0

At the Ground floor 2 2 4 5 6 . 0 0

Total 4 0 0 1 0 0 . 0 0

Though, at the time of filling this questionnaire, almost all the malls had their

auditoriums at the top-most floor. A whopping 56.00% of the respondents chose

ground floor as the ideal or preferred location of the auditorium, against 31.50% in

favour of top floor. The mall owners or mall builders can be suggested to look into

this view point of respondents.

It’s cumbersome to walk from the parking to the theatre due to the

large size of the parking area of the shopping mall. Count Percentage

Strongly Agree 3 2 8 . 0 0

Agree 1 8 4 4 6 . 0 0

Neutral 1 0 6 2 6 . 5 0

Disagree 7 7 1 9 . 2 5


Total 4 0 0 1 0 0 . 0 0



Singh (2007) in his study had highlighted the preference of multiplexes in

comparison to stand alone theatres. Inadequate infrastructure, slack maintenance,

outdated technology, poor audio visual quality, paltry ticket prices, pathetic

occupancy rates, high taxation, unfocussed and poor management skills had been

some of the prominent causes of the dwindling profits of traditional format cinemas.

He had further said that the burgeoning middle class with greater earning power and

higher disposable incomes is also a key factor in driving the growth of multiplexes in

India. According to him, most traditional single screen theatres are unable to fulfil

these needs and multiplexes have grabbed the opportunity. Apparel, food and

entertainment were found to be the stimulating forces favourite with youngsters and

families who look for improved ambience and services.

Vaidya and Gandhi (2006) in their research had pointed out that modern

multiplexes play multiple movies as compared to traditional cinemas playing single

movie at a time. Modern multiplexes are armed with ample parking space, posh and

superior ambience, eco friendly environment, high tech security systems and state of

the art fire protection systems. The only drawback of the multiplexes is the high price

range of the tickets, so it is not for all classes of audiences. On an average a

multiplex ticket costs between Rs 100 – Rs 150 on weekends and for the whole

family it may cost anywhere between Rs 1000 – Rs 1200 for a movie outing.

The creamy segment is willing to spend more on the movie watching experience, as

it wants a superior and enhanced thrill in the form of exceptional sound and picture

clarity, fine ambience, snug and comfortable seating, high-quality air conditioning,

and delectable varieties of snacks and beverages to be made available to them,



whenever they enter the world of multiplexes. It becomes a make believe world and

for that premium quality ambience and service levels, they are willing to spend that

extra penny. Poor condition of most of the stand alone theatres often makes the

visitors and their family audiences shy away. Above results suggest strongly that

today multiplexes have become a major crowd puller for the malls and otherwise

also, given a choice, today’s movie buff would prefer to watch a show in a multiplex

rather than a traditional theatres, which suggests that time might have come to draw

curtains for the latter, unless they seriously think of revamping their entire set up to

match up with the ambience and service levels of the state-of-art multiplexes.

4.3 NICHE / THEME MALLS

Respondents from general malls and from speciality malls (also called theme malls /

niche malls) were interviewed and their responses were analysed to find out how the

theme malls are perceived vis-à-vis the general malls, and whether these upcoming

theme malls are important contributors to mall loyalty. The following section and the

subsequent tables deal with the study of perceptions of customers towards theme

malls vis-à-vis general shopping malls.

People are being drawn towards Niche Malls / Speciality Malls, since in such malls,

customers (56.25%) felt that they get everything they need in a particular category at

a single place that is all similar products (having the same end use) of every quality,

range and assortment are available under one roof (CoV 14.24%).



TABLE 4.3.1 ADVANTAGE OF THEME MALLS OVER NORMAL MALLS

Theme malls (or Niche Malls e.g. Gold Souks, Croma, Wedding Mall etc) have an

advantage of being successful because… Wei

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CoV

%

All similar products (having the same end use) of every quality, range and assortment are available under one roof. 4.492 0.640 14.24

All national & international brands of the product range are available at one place. 4.507 0.692 15.35

The range of pricing is vast and there is greater flexibility in shopping (lower prices with all brands available) 4.502 0.644 14.30

The facility to Comparison shop is a major advantage in a Theme Mall. 4.315 0.878 20.35

Due to alike products and presence of all brands the customer gets the benefit of Competitive prices 4.305 0.758 17.61

Theme malls offer more Discounts / promotional schemes, 3.620 0.718 19.83

The duration for which the stores are open is usually more. (E.g. more timings of a jewellery store in a Gold Souk than a standalone jewellery shop) 3.192 0.868 27.18

These malls encourages serious shoppers and discourages other visitors (only those customers visit who are in need of a particular products) 4.080 1.052 25.78

There is less of window shopping in Theme Malls. 3.935 1.178 29.93

Significant difference (t – stat = – 5.582, at 5% significance level) was found

amongst the opinions of the regular mall visitors and the niche mall visitors on this

point. Niche mall visitors had become more of loyal customers, and general mall

visitors still had to catch on to the concept of theme malls, and were yet to be made

aware of the fact that considering a particular product category or theme, every brand

was made available to them under any price range in speciality malls, which could

never be found in general malls (Table 4.3.2).



TABLE 4.3.2 AVAILABILITY OF SIMILAR PRODUCTS UNDER ONE ROOF

All similar products (having the same end use) of every quality, range

and assortment are available under one roof Count Percentage


Agree 1 5 1 3 7 . 7 5

Neutral 2 0 5 . 0 0

Disagree 4 1 . 0 0


Total 4 0 0 1 0 0 . 0 0

The theme malls’ customers (57.00%) believed they get a broader range of pricing

(CoV 14.30%) and there is greater flexibility in shopping (almost all brands

available at various price ranges) in speciality malls (Table 4.3.3). Moreover, the

customers get the facility and the comfort of comparison shopping, which is not

entirely available in usual shopping malls.

TABLE 4.3.3 RANGE OF PRICING AND GREATER FLEXIBILITY IN SHOPPING IN THEME MALLS

The range of pricing is vast and there is greater flexibility in shopping

(lower prices with all brands available) Count Percentage


Agree 1 4 8 3 7 . 0 0

Neutral 2 1 5 . 2 5

Disagree 3 0 . 7 5


Total 4 0 0 1 0 0 . 0 0



Again, in speciality malls, the visitors had a different opinion (t – stat = –6.022, at

5% significance level) regarding the pricing range available and they found that it is

broader and wide ranging, as compared to that found in general malls.

Niche mall goers also felt that flexibility in shopping is supplemented with more

brands available in a particular product category. Since the products were limited to a

particular theme, these malls tended to stock almost every brand available under the

roof thus making the product depth and line more extensive and as a consequence

easier and more interesting for the speciality mall visitor to shop. Though, many

respondents (44.25%) mulled over the fact that they cannot window shop in such

malls (Table 4.3.4). They would go there only if they would be interested in buying

things of that particular theme or category and hence will not be able to window shop

(CoV 29.93%) for other products which are not connected to the said category.

There was not enough evidence, according to the results (t – stat = 0.254, at 5%

significance level), to show that visitors to general malls and visitors to speciality

malls differed in their opinion towards the fact that there is lesser of window

shopping in the niche malls.

TABLE 4.3.4 LESSER WINDOW SHOPPING IN THEME MALLS

There is less of window shopping in Theme Malls. Count Percentage


Agree 1 0 1 2 5 . 2 5

Neutral 4 8 1 2 . 0 0

Disagree 6 7 1 6 . 7 5


Total 4 0 0 1 0 0 . 0 0



Both categories of visitors opined similarly and felt that since the product category

was extensive but limited to a theme, other products were not available which they

could look at while visiting the speciality mall. Probability of window shopping was

thus reduced considerably in theme malls.

A majority of the respondents (46.50%) also agreed with the fact that such malls

offer / would offer more discount schemes or gift coupons as compared to other

malls. Another thing which the respondents felt was that the speciality or theme

malls such as Gold Souks (Malls housing Gold shops and Jewellery shops) do not

remain open for longer periods of time, especially at night due to security concerns.

Mostly people prefer to visit malls in the evening, so there purpose of visiting such

Gold Souks would be defeated if they start closing early. Many respondents

(43.75%) also expressed their belief that such kinds of speciality malls encourages

only category shoppers and discourages other visitors.

4.4 HYPERMARKETS AND SHOPPING MALLS

Respondents’ perceptions towards the hypermarkets were analysed to find out how

these upcoming hypermarkets and their burgeoning as “No–Frills” and

“Value–For–Money” stores are affecting the changing patterns of buying behaviour

and purchase decisions. Following section and the discussions therein deals with the

analysis of respondents’ perceptions towards hypermarkets vis-à-vis shopping malls.



TABLE 4.4.1 BUYING BEHAVIOUR DISPARITY BETWEEN HYPERMARKETS’ AND MALLS’ CUSTOMERS

Buying behaviour disparity between a Hypermarket (E.g. Big Bazaar, Vishal,

Shopper’s Stop, Ebony etc) and a Shopping Mall Wei

ghte

d M

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Stan

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CoV

%

Even if a product is available at a higher price, I would still prefer to buy it from a Shopping Mall. 2.187 1.274 58.25

National / International range of products is available in malls whereas hypermarkets have local / limited variety. 2.857 1.504 52.64

National / International range of brands is available in malls whereas hypermarkets have local / limited variety. 2.960 1.520 51.36

The extensive category, type and variety of products (e.g. Katori, Toilet Brush, Dhoop / Agarbati, typical grocery items etc) available in hypermarkets are not present in malls.

4.187 1.055 25.20

Quality of products available in malls is better than those available in hypermarkets 2.440 1.358 55.64 The discounts / schemes / deals offered on various products and brands are limited in malls but ample / attractive in hypermarkets 4.245 0.852 20.08

The Salesmen are attentive, prompt & personalised in assistance in malls whereas they are not aggressive, Lack Training & ill-equipped in terms of product knowledge & service in hypermarkets

3.465 1.033 29.82

There is convenience of Comparison shopping at one place and at one point of time in hypermarkets whereas it is cumbersome and unmanageable in malls 3.725 0.833 22.35

There are limited Parking facilities in a typical hypermarket whereas there is well organised and convenient parking in malls. 4.100 1.016 24.78

The hypermarkets are mostly centrally located in a city while the malls are located on the outskirts / suburbs. 4.117 1.061 25.78

Products are usually sold on MRP in hypermarkets compared to the inflated prices in malls. 4.282 0.835 19.51

Less walking is required in hypermarkets compared to malls 4.345 0.790 18.18

Hypermarkets carry lesser entertainment value whereas there is always some or the other event / show happening in malls 4.480 0.798 17.80

There are no child care facilities / play areas in hypermarkets which are inherently present in most malls. 4.392 0.870 19.80

There are no eateries / food joints in hypermarkets which are an intrinsic & essential part of every mall. 4.247 1.042 24.54

The average time spent shopping is more in malls compared to hypermarkets. 4.425 0.711 16.06

ATMs and other similar, but necessary, facilities present in malls are not available in hypermarkets. 4.435 0.767 17.29

Home delivery & similar personalised services are available in hypermarkets which is a lacking factor in malls. 4.327 0.817 18.89

Hypermarkets have more chance of surviving in the long run compared to malls. 2.725 1.407 51.63



The respondents largely preferred to visit Hypermarkets for their grocery needs and

other items of daily usage, since a whopping majority of them (91.75%) felt that

visiting a shopping mall consumes a lot of time and moreover time is wasted in

looking and visiting places and shops, where they would otherwise not have visited,

or had not planned to visit. Though the visitors to hypermarkets and visitors to the

shopping malls differed slightly (t – stat = – 2.187, at 5% significance level) on this

point. The shopping mall visitors maintained that they were comfortable with

spending larger amounts of time in malls, as they had already come with a mindset to

spend a good part of the day in the mall.

TABLE 4.4.2 AVERAGE TIME SPENT IN MALLS COMPARED TO HYPERMARKETS

The average time spent shopping is more in malls compared to

hypermarkets. Count Percentage


Agree 1 5 6 3 9 . 0 0

Neutral 2 5 6 . 2 5

Disagree 8 2 . 0 0


Total 4 0 0 1 0 0 . 0 0

But largely the respondents felt that, in comparison, visiting a hypermarket like Big

Bazaar or Easy Day, or Vishal Mega Mart and the likes, takes up relatively lesser

time (CoV 16.06%) (Table 4.4.1), and consequently are lesser fatigued by the end of

their shopping at these Hypermarkets (Table 4.4.2). But when asked, if they felt

Shopping Malls had any positive points over the Hypermarkets, respondents replied



favourably towards shopping malls too. As depicted in Table 4.4.3, lot of them

agreed positively (88.75%) that many facilities like ATMs, Food Courts,

Multiplexes, Kiosks and other similar set ups are missing in Hypermarkets (CoV

17.29%), which otherwise can be a big drawing power for consumers towards

Shopping Malls (Table 4.4.1). It was found that the visitors to hypermarkets and

visitors to shopping malls differed significantly (t – stat = –6.565, at 5% significance

level) in their viewpoint. Hypermarket visitors did not consider this to be an

important factor in their shopping experience, and opined that this did not interfere in

any way with when, how and where they shopped. On the other hand mall visitors,

had an opinion that the presence of these facilities, like multiplexes, food courts etc

affected their shopping experience considerably.

TABLE 4.4.3 FACILITIES’ COMPARISON PRESENT IN MALLS AND HYPERMARKETS

ATMs and other similar, but necessary, facilities present in malls are

not available in hypermarkets. Count Percentage


Agree 1 2 5 3 1 . 2 5

Neutral 3 4 8 . 5 0

Disagree 1 1 2 . 7 5


Total 4 0 0 1 0 0 . 0 0

A large number of consumers (83.25%) would definitely like to unwind at a food

court or let their children have fun and be kept busy at a play pen which are not there

in Hypermarkets (CoV 19.80%) (Table 4.4.1).



But when asked about their shopping preference, as to ‘if a product is available at a

higher price, would they still prefer to buy it from a Shopping Mall?’ (CoV

58.25%), a large majority of the respondents replied in the negative (72.5%),

thereby expressing their opinion that they would choose a hypermarket anytime over

a shopping mall (Table 4.4.4).

TABLE 4.4.4 PREFERENCE OF BUYING FROM A MALL VIS-À-VIS HYPERMARKET

Even if a product is available at a higher price, I would still prefer to

buy it from a Shopping Mall. Count Percentage


Agree 5 8 1 4 . 5 0

Neutral 2 4 6 . 0 0

Disagree 1 4 1 3 5 . 2 5

Strongly Disagree 1 4 9 3 7 . 2 5

Total 4 0 0 1 0 0 . 0 0

A typical hypermarket stocks various brands across multiple product categories,

usually floor wise, but there are no company owned outlets, whereas there are retail

outlets / company outlets / franchisees in shopping malls, wherein the company

employees service the customers and present their own brand. In a typical

hypermarket a salesman would present all the products in a particular category

irrespective of the brand, unless of course the customer himself / herself is choosy

about a particular brand. A salesman of a hypermarket would be lot more interested

in clinching a sale and not bother about the brand(s). Moreover, it was observed in

the hypermarkets (Table 4.4.1), on which this research was conducted, that most

hypermarkets do not stock luxury brands and high end fashion category items, the



upper price range is usually restricted (CoVs 52.64% and 51.36%). In a shopping

mall, all classes and varieties of retail stores are present catering to all the segments

of the society, presenting products and brands of national and international repute,

from low end to high end luxury merchandise. But largely respondents (56.25%) felt

that there is no compromise on quality of products whether they bought it from

a shopping mall or the same product from a hypermarket (CoV 55.64%). They

had full faith and staunch beliefs as far as the quality of products in hypermarkets

was concerned.

But, there are products of such varieties too, as pointed out by a majority of

respondents (75.25%), which are not available in the malls, but are available in the

hypermarkets, like Katori, Toilet Brush, Dhoop / Agarbati, typical grocery items etc.

Moreover, home delivery & similar personalised services are available in

hypermarkets, which is a lacking factor in malls (CoV 18.89%) (Table 4.4.1).

Many respondents also felt (82.25%) that they encountered discounts / schemes /

deals offered across various product categories more in hypermarkets as compared to

shopping malls. Many were also of the opinion (72.50%) that there is convenience of

shopping in hypermarkets as everything is placed relatively close by in relation to the

stores spread across a vast area, which entails larger amount of walking (CoVs

18.18%) and consequently results in more fatigue, and therefore discourages many

customers too, in the process (Table 4.4.1).

Many respondents (83.25%) thought that the prices were inflated and then sold on

discounts / schemes in Malls, as compared to products available on MRP or many

times even lesser prices in the hypermarkets (CoV 19.51%), though this was only an

opinion and was not so in most of the cases. Another point raised in favour of



hypermarkets was that mostly they are located in the downtown area or in the city

centres, whereas the malls were almost always located on the outskirts of the cities or

suburbs. But being located in the middle of the city carries its own share of problems

for the hypermarkets that they don’t have requisite and essential space for parking,

which might result in discouragement to some would be customers to these

establishments.

Lotlikar (2006) in his research expressed that hypermarkets are the future for the

Indian retail market as these carry an enormous range of products under one roof

where consumers can ideally satisfy their routine shipping needs in just a single trip.

Their report indicated that India will shift towards value retailing with the

hypermarket route as the most preferred format.

Another thing that the visitors pointed out against the hypermarkets was, that their

salesmen sometimes lacked even the basic of training and were ill-equipped in terms

of product knowledge and many times not prepared enough to handle heavy rush

thereby resulting chaos at the cash counters or check out lines, which was a often

observed phenomenon at the hypermarkets. Opposed to this shopping malls have an

edge, as most of the respondents felt (62.00%) that the salesmen were attentive,

prompt and aggressive in servicing customers and provided personalised assistance

in the outlets in malls.

Lastly, but definitely not the least, in this cut throat competition between the malls

and the hypermarkets, a major noting was made, that the respondents (90.75%)

carried a strong opinion in that the hypermarkets in totality carried a far lesser

entertainment value as compared to the shopping malls (CoVs 17.80%), as in the



latter the customers defined as experiencing a fulfilling and gratifying shopping

experience.

4.5 SITUATIONAL / LOCATIONAL FACTORS AND BUYING DECISIONS

Situational factors have been found to pay a major role in deciding upon a

hypermarket or a shopping mall, which in turn significantly affects customers’

purchase decisions and buying behaviour at these places.

TABLE 4.5.1 LOCATIONAL & SITUATIONAL CONSIDERATIONS IN SHOPPING

The locational and situational considerations in deciding where I shop (Mall /

Hypermarket) addresses my following requirements, that…

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It is located on a main highway 3.985 0.616 15.46 It is closest to my home 3.955 0.648 16.37

It is on the way home, to or from work 3.462 0.740 21.37

Topography (landscape, geography etc) of the region affects my choice of a mall / hypermarket. 3.212 1.220 38.00

My choice of a mall / hypermarket is severely affected by the traffic congestion in that area. 4.465 0.905 20.27

The travel modes available affect my choice of a mall / hypermarket. 2.795 1.579 56.48

Presence of competing shopping malls / retail outlets in the vicinity affects my choice of a mall / hypermarket. 3.192 1.181 36.99

Store locational environment and security – Feeling that the mall atmosphere is safe 4.105 0.640 15.58

It has presence of related services like banks, ATMs, Restaurants theatres etc nearby. 3.780 0.871 23.05

It has Centralised pick up facility. 3.427 0.706 20.60

It has parking in a convenient and safe location from the mall building / store. 4.482 0.753 16.81

It has parking arranged in a convenient and organised layout (Eg Multi-level, easy to negotiate etc) 4.397 0.869 19.75

It has Valet parking. 3.405 0.728 21.39 The layout of the stores should not be such that it increases the distance I walk for shopping 4.342 0.807 18.59



Following section deals with an analysis on the impact of situational / locational

factors on buying decisions towards the evolving organised retail formats –

hypermarkets and shopping malls.

A major locational consideration for a shopping mall / hypermarket, was addressed

to be on a major route / highway (CoV 15.46%) by 86.5% of the respondents (Table

4.5.1). Values of t – stat 1.374, at significance level 5%, suggested that there is no

difference of opinion between the mall goers and the hypermarkets goers regarding

the location of a mall / hypermarket on a main highway.

The respondents favoured the location of hypermarket and a shopping mall on a

highway likewise, as shown by the responses in Table 4.5.2. Both the categories

agreed that location of such places on the outskirts would result in lesser traffic

snarls and reduced driving tensions, enroute to the mall / hypermarket, thus steering

clear of the mental unpleasantness while visiting these places, whereas otherwise,

location of such facilities in downtown area or in the core area of the city, people end

up getting worked up and agitated.

TABLE 4.5.2 LOCATION OF MALL / HYPERMARKET ON A HIGHWAY

Shopping Mall / Hypermarket may be located on a main highway Count Percentage

Strongly Agree 5 9 1 4 . 7 5

Agree 2 8 7 7 1 . 7 5

Neutral 4 5 1 1 . 2 5

Disagree 7 1 . 7 5


Total 4 0 0 1 0 0 . 0 0



Although, a large majority (82.75%) also said that they would prefer it alternatively

to be near their homes, also, if possibly, but it did not matter whether the mall /

store(s) lay on their way home, enroute to or from work. The store locational

environment and security, which is the feeling, that the mall / hypermarket atmosphere is

safe (CoV 15.58%) was voted as a major consideration (87.25%) by the people.

Though the visitors to the mall and the hypermarket visitors differed somewhat (t –

stat = – 5.393, at 5% significance level) on this point, the difference lied mainly in

the parameters on which the two populations measured store locational security and

safety vis-à-vis the levels of security, checking at the entry points, locations of

CCTVs, and the like. Moreover as hypermarkets are mostly concentrated in the city

areas therefore the pattern of security was different as compared to the malls which

are almost always located on the outskirts. Moreover, security for speciality malls

such as Gold Souk (Gold and Jewellery Mall) was a major concern for the visitors to

these malls.

Travel modes availability to the malls or hypermarkets was of least significance (CoV

56.48%). Mostly people who were interviewed said that they frequented such places on

their own vehicles, and could not rely on the public transport system and otherwise also

the taxi cabs / auto rickshaws turned out to quite expensive. For one thing, they could not

ask them to keep waiting, and if they asked them to leave, then it was not easy to get

another cab / auto back from the mall. Enough evidence (t – stat = 1.525, at 5%

significance level) was again found to state that the visitors to hypermarkets and

visitors to shopping malls thought likewise in their viewpoint that the availability of

travel modes to these places did not affect their frequency or decisions to visit in any

way, since mostly people visiting either the malls or the hypermarkets, commuted by



way of their own conveyance and were not dependant on any alternative conveyance

such as public transport system or private vehicle carriers etc.

TABLE 4.5.3 TRAFFIC CONGESTION VIS-À-VIS CHOICE OF A MALL / HYPERMARKET

My choice of a mall / hypermarket is severely affected by the traffic

congestion in that area Count Percentage


Agree 1 0 1 2 5 . 2 5

Neutral 2 6 6 . 5 0

Disagree 7 1 . 7 5

Strongly Disagree 1 0 2 . 5 0

Total 4 0 0 1 0 0 . 0 0

Safe parking and convenient location from the main building was a major contemplation

for majority (90.25%) and also the amount of traffic congestion in the area or on the

roads leading to the area, was again an important point, on which almost everybody

(89.25%) deliberated before deciding on where to go shopping (Table 4.5.3).

Moreover, a large majority (87.25%) felt that they were concerned about the store

locational environment and security considerations and the feeling that the mall /

store atmosphere is safe.

Another noting that was made was that the people (84.75%) prefer a physical layout of

the stores, in such a way that the overall distance traversed while shopping should be

least. A study on this therefore needs to be carried out, regarding the optimum layout in

terms of a range of variables be carried out.



4.6 SHOPPING MALL LOYALTY VIS-À-VIS STORE LOYALTY

Respondents were interviewed so as to identify and study the effect of determinants

of mall loyalty intentions and compare the stores in a mall with the same stores as

standalone stores situated in the marketplace.

TABLE 4.6.1 STAND ALONE RETAIL STORES AGAINST STORES IN A MALL

Stand alone Retail Store as against a Store in a Mall (e.g. a Levis or an Adidas

Store in your neighbourhood market as against a Levis Store in a Mall) has the

following advantages… Wei

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Store Factor

salesmen know the crowd, makes one feel comfortable 4.170 0.848 20.34

in the neighbourhood, sense of belongingness identify themselves and feel more comfortable 4.285 0.712 16.62

impulsive buying at other stores / outlets is discouraged 3.127 1.006 32.16 Walking Incentive And Comfort

is usually within a reasonable walking distance & I feel comfortable & safe walking around local shopping areas 3.965 0.544 13.73

Flip side is that I have to walk along busy roads or cross busy streets 4.097 0.877 21.41

Service

personalised attention and one to one interaction with the attendant who knows my needs 4.245 0.814 19.18

opens early & closes late and is convenient 3.520 0.702 19.95

parking lot is convenient & user friendly & free 4.017 1.028 25.59

fewer crowds and shorter cash counter lines 4.305 0.799 18.57

provides information regarding the schemes & discounts 3.630 0.738 20.32

return policy cumbersome in hypermarkets / malls 4.250 0.913 21.49

Products

visibility of products is better 3.775 0.729 19.31

Cost

costs less to reach – money wise and time wise 4.167 0.809 19.42

get personalised discounts 3.447 0.715 20.73



The following discussion deals with these points and it has also been tried to

ascertain whether utilities and facilities management of shopping malls play an

important role in attitudinal purchase behaviour or store loyalty intentions.

Majority of the respondents (88.5%) preferred the stand alone stores as against the

stores in the malls, as they found that walking incentive and comfort was a big

consideration for them (CoV 13.73%) and they felt comfortable & safe walking

around local shopping areas (Table 4.6.1).

TABLE 4.6.2 WALKING INCENTIVE & COMFORT TOWARDS STAND ALONE STORES

Walking incentive and comfort is better with a stand alone store as it

is usually within a reasonable walking distance & I feel comfortable

& safe walking around local shopping areas.

Count Percentage


Agree 3 1 3 7 8 . 2 5

Neutral 3 7 9 . 2 5

Disagree 9 2 . 2 5


Total 4 0 0 1 0 0 . 0 0

As Table 4.6.2 depicts, the respondents replied that they felt that such stores are

usually located at a reasonable walking or driving distance from their homes or work

places, as compared to the malls, which are mostly always situated outside the cities

or in the suburbs, and one has to think twice before visiting stores in a mall, whereas

people felt that they could get up and drive down at any time to these stores which

were locate in their neighbourhood. No difference of opinion (t – stat = – 1.097, at



5% significance level) was found between the visitors to the stores in a mall and the

visitors to a standalone retail outlet. Both opined that stand alone stores are usually

within a reasonable walking distance & they feel comfortable & safe walking around

local shopping areas as compared to the cumbersome commute to a retail outlet in a

shopping mall.

TABLE 4.6.3 SENSE OF BELONGINGNESS TOWARDS STAND ALONE STORES

Store factor wise, a Stand alone store, has an advantage that it lies in

the neighbourhood, offers a sense of belongingness with which

customers identify themselves and feel more comfortable.

Count Percentage


Agree 1 9 1 4 7 . 7 5

Neutral 3 7 9 . 2 5

Disagree 7 1 . 7 5


Total 4 0 0 1 0 0 . 0 0

The respondents (89%) also exhibited a sense of belongingness (CoV 16.62%)

towards the stand alone stores in the neighbourhood areas as they could identify

themselves and felt the comfort in the stand alone retail stores as against the stores in

a mall (Table 4.6.3). However on this point, considerable difference (t – stat = –

4.834, at 5% significance level) was found in the responses of the visitors to the

stores to a mall and the visitors to a standalone retail outlet. Where, the standalone

stores’ customers felt a sense of belongingness and they could identify themselves

with the neighbourhood stores, considering the personalised attention of the

attendants towards them, as the former knew the customers well and their



requirements, tastes, liking and preferences; this was not the case in stores of

shopping malls. Customers in a shopping mall were treated entirely differently,

though they were also welcomed but the sense of belongingness and familiarity was

not felt there and the personalised attention from the attendants was lacking in the

mall’s stores.

The least decisive factor for preferring stand alone as against stores in a mall was that

the consumers agreed that people do not indulge in impulsive buying in stand alone

stores as compared to shops in malls where respondents felt that they or their other

family members shopped spontaneously or were tempted to shop at other outlets also

(CoV 32.16%). This has a strong implication for marketeers in the sense that

impulsive buying behaviour is discouraged at retail stand alone stores. However the

customers of the standalone stores differed (t – stat = 9.401, at 5% significance

level) with the customers who preferred the stores in the malls.

The standalone stores customers agreed with the notion that impulsive buying was

encouraged at the malls and discouraged at the stand alone outlets as they that in

malls the consumers had more options to move away from one product category to

another product category and indulge in impulsive spending. Though a previous

study by Kumar and Sarkar (2006) had described that the dearth of timing had

resulted in demand for large variety of products at one stop, but the above analysis

shows inclination of respondents towards stand alone stores more favourably as

compared to malls, which do offer one – stop solutions.



A whopping 87.5% of the people interviewed also felt that, at the stand alone stores,

there are fewer crowds and shorter cash counter lines, thereby largely reducing the

time spent standing at the cash registers or at the checkout counters (Table 4.6.4).

TABLE 4.6.4 FEWER CROWDS AND SHORTER CASH COUNTER LINES

Service is better at Stand alone stores as there are fewer crowds and

shorter cash counter lines. Count Percentage


Agree 1 6 2 4 0 . 5 0

Neutral 3 4 8 . 5 0



Total 4 0 0 1 0 0 . 0 0

A large majority (83%) also said that they felt that attendants paid personalised

attention to them while visiting these stand alone stores and the salesmen mostly

knew about their likes and dislikes and their needs and tastes, which was usually a

missing factor at the large shopping malls, even if one was a frequent visitor. Such

one to one interaction with the customer could only be possible at an outlet located

outside the mall, according to the respondents. Many people (71.75%) also favoured

these kinds of stores since they felt the product visibility was better in such stores.

Overall respondents echoed the thought that though they were regulars to some

particular shopping malls, but when asked to choose between a Stand alone Retail

Store as against a Store in a Mall (e.g. a Levis or an Adidas Store in the

neighbourhood market as against a Levis Store in a Mall) they had a clear verdict –

anyday anytime they would visit the stand alone store, and not the same store when



located in a shopping mall. This corroborated one of the objectives of this study, that

shopping mall loyalty does not have a significant impact on the Store loyalty.

Pal (2005), brought out the fact that most people preferred to do their everyday

shopping in the neighbourhood, but are likely to head farther off when it comes to

satisfying aspirational needs.

Sinha (2003) in his research on this area had expressed that shoppers tended to

patronise and buy from a particular store. They felt that shopping took a lot of effort

and hence loyalty to a brand to a store was exhibited. His research also concluded

that the shoppers show an inclination towards seeking bargains. His work further

showed that shoppers demonstrate an inclination towards low price offers and they

have a tendency to avoid crowds and shop when the stores had fewer shoppers.

Commenting on the store format decision, the customers did not give any indication

to aspects like location and assortment planning for each of the stores.

4.7 DECISION MAKING CRITERIA OF MALL SHOPPERS WITH

RESPECT TO PROMOTIONAL STRATEGIES AND TOOLS

Respondents were also interviewed for analysing their decision making criteria with

respect to the promotional strategies and tools employed by malls and the

hypermarkets. The following discussion and the subsequent tables deal with the

aspect of deciding upon a store vis-à-vis these factors and the degree of influence

these aspects have on the buying behaviour of customers.



TABLE 4.7.1 PROMOTIONAL STRATEGIES AND ENDORSEMENTS OF A MALL / HYPERMARKET

While effecting a purchase or deciding where to buy, the respondents (CoV 15.15%)

laid more emphasis on whether the mall offers variety of items on sale and other

kinds of special sales (Table 4.7.1). 85.75% respondents were inclined towards

those malls which held exhibits and promotional events, recreational activities,

The promotional strategies and endorsement tools of any mall / hypermarket play a major

role in my purchase decision behaviour, especially if… Wei

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The stores I shop at,

Offers use of my choice of credit cards 4.357 0.819 18.80

Offers Coupons / discounts 4.290 0.746 17.39

Offers good bargains / competitive prices / everyday low prices 4.222 0.829 19.63

Has lots of items on sale, holds special sales / exhibits and other promotional events / recreational services / Activities / Concerts / Live performances etc

3.895 0.590 15.15

Offers Services like gift wrapping, photo processing, courier, gift delivery etc 3.575 0.823 23.03

A good day care for kids / toddlers or play pen. 4.197 0.889 21.18

Availability of store schedule information and has a good customer service center (where I can obtain a list of current sales, discount coupons, activities schedules etc) 4.005 1.071 26.73

Has lockers for Bags, Backpacks etc 4.030 1.098 27.25

What other promotional strategies and endorsement tools would you suggest in a mall

/ hypermarket to make it more appealing?

No Sales tax / VAT days 4.025 0.898 22.31

Online Mall stores so as to check on prices / sales before actually going 4.130 0.796 19.26

Free concerts, live music on weekend evenings 4.075 0.838 20.56



concerts / live performances etc. for the people who were visiting the malls (Table

4.7.2). Difference of opinion (t – stat = – 3.609, at 5% significance level) was found

between the mall goers and the hypermarket visitors. Mall visitors stated that their

shopping behaviour and purchase decisions became altogether different when the

shopping mall put of lots of items on sale, held special sales / exhibits and staged

other promotional events / recreational services / activities / concerts / live

performances etc; whereas such things least mattered to the typical visitor to a

hypermarket, who showed interest only in the primary purpose of his visit which was

shopping and was not at all attracted to or interested in wasting time in leisure or

such related recreational activities.

TABLE 4.7.2 EXHIBITS AND PROMOTIONAL EVENTS AS FACTORS

Has lots of items on sale, holds special sales / exhibits and other

promotional events / recreational services / Activities / Concerts / Live

performances etc

Count Percentage


Agree 3 1 2 7 8 . 0 0

Neutral 4 3 1 0 . 7 5



Total 4 0 0 1 0 0 . 0 0

As depicted in Table 4.7.1, additional offers of coupons and discounts also lured the

probable customers (CoV 17.39%) towards the malls (88.25%). t – stat = – 6.104, at

5% significance level suggested that there is considerable difference of opinion

between the mall goers and the hypermarkets goers regarding the role of promotional

strategies and endorsement tools in their purchase decision behaviour, especially if they



were offered discounts, coupons and bargain schemes etc. Where the hypermarket

visitors showed a positive inclination towards the acceptance of such offers, mall visitors

were affected to a lesser extent by this allure. It was seen that the customers visiting

shopping malls lay in the higher income bracket, with more disposable income and with

a more open mind to shell out money for a product. Hence the offers of coupons or

discounts mattered to a lesser extent to the mall goers. Further it was found that the

customers were less concerned (76%) with the malls providing the facilities for

lockers for bags and bag packs and the likes.

84.0% respondents said the offer of their choice of credit cards played a major role

in their purchase decision behaviour. As shown further in Table 4.7.3, a large

majority (87.5%) said that the promotional strategies and endorsement tools of any mall

/ hypermarket like offers of good bargains and their offering products at competitive

prices and displaying everyday low prices at their stores were an important

contributor towards the decisions making criteria whether they shopped at a

particular outlet or not.

TABLE 4.7.3 OFFERS OF BARGAINS AS INFLUENCING FACTORS

Offers good bargains / competitive prices / everyday low prices Count Percentage


Agree 1 8 7 4 6 . 7 5

Neutral 2 8 7 . 0 0



Total 4 0 0 1 0 0 . 0 0



78.75% of the customers visiting the malls / hypermarkets said that they would like

the information regarding the offers / discounts / bargains / everyday lows to be

displayed on the websites of the mall stores / hypermarkets, so that they could check

on prices / sales before actually physically visiting them. It would go a long way in

their long term relationships with the particular stores and this would make the malls

/ hypermarkets more appealing and make the overall shopping experience more

enjoyable and gratifying.

In the open ended query, the respondents replied that there should be special

discounts and schemes for repeat customers or those who show loyalty towards a

particular mall / hypermarket. Many replied that there should be special shows for

kids and there should be open TV shows, with full demos and celebrity

endorsements. Many respondents were of the opinion that there should be life–size

signboards and electric banners to attract customers and also for a having a

competitive strategical edge. Some opined that mailers, flyers and discount coupons

etc should be sent via mail regularly to their homes, so that they can get to know

about the promotional strategies and bargain schemes being made available from

time to time in the mall / hypermarket.

4.8 FACTORS RESPONSIBLE FOR THE TRANSLATION OF

FOOTFALLS INTO ACTUAL BUYING BEHAVIOUR

Further research was carried out on the highly pertinent factors and aspects which are

responsible for the conversion and / or translation of footfalls in a mall / hypermarket



into actual buying behaviour. Investigation was done to find out how relationship

management & customer handling plays a significant role in mall loyalty. The

objective was also to find out as to whether mall ambience and physical

characteristics of a shopping mall (in-store) a significant impact on the decision

making while effecting a purchase.

TABLE 4.8.1 LAYOUT / AMBIENCE OF A MALL AS AN INFLUENCING FACTOR

The layout / ambience / arrangement of my favourite Mall / Hypermarket influences my

purchase decisions because it… Wei

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Enables me to get in, get what I want and get out. 4.525 0.616 13.61

Holds exciting & participative special events and shows 3.632 0.809 22.28

Has attractive interior walls and floor colours 3.592 0.718 19.98

Regularly offers some products at a discounted price and at everyday low prices 4.050 0.977 24.11

Has prompt help or knowledgeable, friendly, courteous and available sales persons / employees who approach me only when needed 4.125 0.903 21.90

Is a good place to see and follow trends that are coming for the new season 4.402 0.739 16.78

Allows me to view a wide assortment of related items in a short period of time 4.191 0.569 13.57

The influencing factor for me to purchase in a mall is… Being able to find famous name brands 4.367 0.704 16.12

Being able to find high quality products 4.400 0.623 14.16

Being able to find out about new, latest and unique products 4.162 0.501 12.04

Being able to comparison shop 4.335 0.722 16.65

Finding nice displays of merchandise 4.337 0.664 15.32

Feeling that the physical environment is comfortable 4.365 0.641 14.68

Having a no hassle return policy 3.412 0.871 25.54

Having a reliable delivery service 3.250 1.083 33.33



If the stores I shop at sends Mailers, Flyers, and Coupons at home for product information and sales. 3.865 1.112 28.77

I would visit this mall again (the one I have come to visit) definitely because…

It is Nice / Pleasant / Clean / Bright / well lit 4.165 0.569 13.66

It is Big and Spacious and has adequately wide aisles 4.397 0.689 15.67

It has a Vibrant & Cheerful décor & Ambience (Water Fountains, Trees, Flowers Artistic Layout, Good music playing etc) 4.005 0.561 14.02

Has a unique and inimitable architecture which gives it an attractive character 3.940 0.571 14.48

It has a convenient location from home / work 3.640 0.721 19.80

It has convenient operational hours 3.670 0.718 19.57

It has Spacious, Structured & Organised Parking (has steerers, clear signage etc in parking lot) 4.320 0.776 17.97

It has Valet Parking 3.580 0.873 24.38

Transportation facilities like escalators, elevators etc are easily located (centrally or otherwise) 4.272 0.739 17.30

It has multiple entrances and egresses (Exits) 3.832 0.673 17.56

It has ample seating arrangements on all floors (Areas with couches, comfortable places to sit down & relax) 3.877 1.119 28.86

Here I am able to find exactly what I want in the least amount of time and easily. 3.942 0.560 14.20

Here I can find bargains and / or competitive or everyday low prices 3.767 0.718 19.05

Here I am able to find wide ranging selection of famous and high quality products / brands 4.337 0.733 16.90

It has finest variety under one roof vis-à-vis variety of stores, Number of department stores, Number of speciality stores, Presence of new fashions 4.347 0.737 16.95

It has ample variety of Food outlets / Big Food Court 4.437 0.785 17.69

It has the best in class Multiplex 4.492 0.813 18.10

It is an excellent place to take children and / or spend few hours 4.487 0.765 17.06

There is always something new and interesting going on in the mall vis-à-vis special events and shows 3.857 0.654 16.96



The customers (92.5%) felt positively that since the layout or arrangement of a

particular mall / hypermarket allowed him / her to view a wide assortment of related

items in a short period of time (Table 4.8.2), it favoured their viewpoint towards that

mall / hypermarket (CoV 13.57%) and they could effect a purchase subsequently

(Table 4.8.1).

TABLE 4.8.2 ADVANTAGE OF VIEWING A WIDE ASSORTMENT OF ITEMS

Allows me to view a wide assortment of related items in a short period

of time. Count Percentage


Agree 2 6 3 6 5 . 7 5

Neutral 2 8 7 . 0 0

Disagree 2 0 . 5 0


Total 4 0 0 1 0 0 . 0 0

It provides me with valuable Shopper knowledge of store schedule information – e-mail, mailers, info desk. 3.547 0.855 24.09

It has an effective Complaint handling system. 3.137 0.777 24.78

It has a good day care for kids / toddlers to mind my kids while I shop. 4.135 0.964 23.31

It has an adequate Security Systems & Security Personnel 3.967 0.992 25.01

It has an adequate Fire fighting and other Safety measures in place 3.360 0.761 22.65

It has excellent Hygienic Conditions (including sanitation, well lit / clean toilets etc) 3.602 0.812 22.55

It is upscale and classy as compared to other malls 3.910 0.625 15.98

Shopping in this mall is fun and enjoyable 4.452 0.710 15.95



Another factor responsible for resulting towards buying behaviour or affecting the

purchase decisions was the aspect that a particular store enabled them to get in

quickly, get what they wanted and get out as easily (CoV 13.61%) and a majority of

95.5% respondents agreed with this fact (Table 4.8.3).

TABLE 4.8.3 EASY ENTRANCE AND EXIT TO A MALL AS AN INFLUENCING FACTOR

Enables me to get in, get what I want and get out. Count Percentage


Agree 1 5 1 3 7 . 7 5

Neutral 1 5 3 . 7 5

Disagree 3 0 . 7 5


Total 4 0 0 1 0 0 . 0 0

The issue which mattered least towards translation of footfalls into actual buying

behaviour was that whether a store / hypermarket / mall regularly offered some

products at a discounted price and at everyday low prices (CoV 24.11%).

TABLE 4.8.4 BEING ABLE TO FIND NEW AND LATEST PRODUCTS AS AN INFLUENCING FACTOR

Being able to find out about new, latest and unique products. Count Percentage


Agree 2 9 7 7 4 . 2 5

Neutral 1 6 4 . 0 0

Disagree 2 0 . 5 0


Total 4 0 0 1 0 0 . 0 0



As shown in Table 4.8.4, another influencing factor responsible, according to 95.5%

respondents, for affecting purchase decisions was the ability to find out about new,

latest and unique products (CoV 12.04%) and also being able to find high quality

products (CoV 14.16%), which mattered largely for the footfallers (92.75%).

Respondents were not concerned whether the mall or hypermarket had a reliable

delivery service (CoV 33.33%). But the respondents expressed that a major reason

for their mall or hypermarket loyalty was since it was nice, pleasant, clean, bright

and well lit (CoV 13.66%).

TABLE 4.8.5 MALL BEING PLEASANT AND CLEAN AS AN INFLUENCING FACTOR

It is nice / pleasant / clean / bright / well lit. Count Percentage


Agree 2 9 3 7 3 . 2 5

Neutral 1 3 3 . 2 5

Disagree 1 0 . 2 5


Total 4 0 0 1 0 0 . 0 0

These factors influenced and carried weight with the respondents (95.75%), and they

expressed that the vibrant & cheerful décor & ambience (Water Fountains, Trees,

Flowers Artistic Layout, Good music playing etc) (CoV 14.02%) was something

they opined highly about (90%) and they would repeat coming back to the particular

mall / hypermarket (Table 4.8.6).

The visitors did not give much significance whether there were ample seating

arrangements on all floors (areas with couches, comfortable places to sit down &

relax) (CoV 28.86%).



TABLE 4.8.6 MALL HAVING A VIBRANT AND CHEERFUL DÉCOR AS AN INFLUENCING FACTOR

It has a Vibrant & Cheerful décor & Ambience (Water Fountains,

Trees, Flowers Artistic Layout, Good music playing etc). Count Percentage


Agree 3 0 9 7 7 . 2 5

Neutral 3 3 8 . 2 5

Disagree 5 1 . 2 5


Total 4 0 0 1 0 0 . 0 0

This again has implications for mall builders / designers who have been thinking till

now that customers are quite in need of sitting areas at all the floors and that they

should demarcate areas for the visitors to rest. Of course, there have to be some areas

demarcated for such purposes, but the average visitor is not bothered about coming

to the mall / hypermarket to rest and while away his time. The customers are more

involved about their purchases and would like to leave the mall, once they are done

with the shopping.

4.9 EXPECTATIONS FROM AN IDEAL SHOPPING MALL / HYPERMARKET

The following section details the aspects which the respondents wanted to be

incorporated in a Mall / Hypermarket. Respondents were enquired on the facets as to

what were their expectations of an ideal shopping mall and what all features,

facilities and services would they wish to be included in a mall or hypermarket which

they would consider as perfect. Analysed responses have been presented in the

following section.



TABLE 4.9.1 DESIRABLE / WISHFUL FACTORS IN A MALL

Desire / Wishful Factor(s) Responses of 400 visitors

Should have a layout that entails lesser amount of walking in the mall 3 2 9

Should have benches and furniture to sit in and a spacious well seated lounge 3 5 8

Should have internet cafes 1 3 4

Should have a good quality and well stocked library 1 5 6 Should have parking lot shuttle service (for ferrying people from parking lot to the main building) 2 8 7

Should have people movers (for facilitating people to move around the mall, like small trolleys, trams, electric cars, moving sidewalks etc) 2 7 6

Should have amusement rides in malls 2 5 2

Should have a tavern / night club 2 1 9 Should have doctors office / dispensary 2 7 3

Should have Spas 1 1 8 Should have Banks 2 7 0

Should have Physical fitness centres 1 3 2 Should have Swimming Pool(s) 1 6 4

Should have Big TV Screens hanging around at various places 3 0 9 Should have a Theme park 2 5 2

Should have Drug stores 3 3 3 Should have adequate facilities for handicapped 2 9 2 Should have concierges at various points in the malls / hypermarket to direct people according to their needs / requirements 2 5 3

Should have a pet attendant center (to take care of my pets) 1 8 0

Should have lockers for Bags, Backpacks etc 2 9 0

Should have ample ATM machines 3 4 4

Should have a discotheque 1 4 2

Should have a pub / bar 2 1 9

Should have a health center / gymnasium 1 2 7

Should have a Museum 1 0 5

Should have Wi-Fi Internet Connectivity 2 6 4

Should have pick up and drop off taxi services by the mall 2 7 6

Other 3 4

Total 6 3 8 8

(Since this was a Multiple Choice Enabled statement, hence instead of Count, the caption has been titled as Responses of 400 Visitors)



A large majority of the respondents (cited by 358 respondents) favoured the

placement of benches and furniture in the malls and the hypermarkets (Table 4.9.1).

They desired that there should be a spacious lounge with adequate seating capacity

and comfortable and relaxing chairs. Another thing lacking according to the visitors

was the absence of ATMs in malls and hypermarkets.

Table 4.9.1 further elaborates that a vast majority (cited by 344 respondents) felt

that there should be ATM machines installed inside the mall premises, so that they

could withdraw money as and when they wished. Since most of them didn’t carry

large sums of money on their persons and many don’t favour the use of credit cards

also, so it made all the more sense to have ATMs installed inside the malls. And they

were clear in the respect that these machines should be inside the malls, and not in

the vicinity or neighbourhood of the malls or hypermarkets. During the research, not

even a single mall, which was surveyed, had any such ATM machine installed on its

premises. It carries a strong connotation for the mall managers and mall owners to

look into this aspect and the banks should also start their operations inside the malls,

since it would be beneficial for them too as it would be source of a good business.

Another feeling that echoed similarly with most of the respondents (cited by 333

respondents) was that there should be drug stores inside the malls or counters inside

the hypermarkets. Visitors (cited by 329 respondents) also felt that the both the

malls and the hypermarkets should ensure a layout of the stores which entails lesser

amount of walking and subsequently lesser fatigue and a better shopping experience.

Similarly the wash rooms and drinking facilities should also be placed optimally

which would not require moving from one end of the building to the other just to go

to a washroom or the like. Many people (cited by 309 respondents) also suggested



that they would wish that there should be large TV screens placed all around in the

malls as well as the hypermarkets which air entertainment and news channels etc, so

that the visitors can unwind or amuse themselves with, during their stay at the mall.

Having a gym or a spa didn’t find favour with the respondents. But many people

were of the view that the malls and hypermarkets should provide adequate facilities

for the handicapped, vis-à-vis the entrances and exits and in between the floors etc.

there were some other suggestions also like having the attendants to help out with the

groceries and stuff to the parking lot; having a central billing system, having a large

gaming arcade. [The absolute count of respondents has been taken into account since

this was a multiple choice enabled statement, and multiple factors were cited as

expectations from an ideal mall / hypermarket].

4.10 DEMOGRAPHICAL SEGREGATION IN MALL / STORE CHOICE

BEHAVIOUR

Statistical tests were applied on diverse demographical characteristics of the

respondents to throw light on their buying behaviour and patterns, and to examine

how the customers carried out different activities in a mall / hypermarket which were

studied in relation to their income, gender, age, profession etc. Hypotheses were

tested on various facets to determine how demographics affected the buying

behaviour of the visitors, irrespective of the criterion whether they bought something

or not.



H01: Income of the visitors does not have any significant impact on the reasons /

preferences for visiting a mall / hypermarket.

TABLE 4.10.1 CROSS TABLE BETWEEN INCOME OF THE RESPONDENTS & REASONS FOR VISITING A MALL

INCOME

REASONS Less than Rs 15,000

Rs 15,000 to

Rs 30,000

Rs 30,000 to

Rs 45,000

Rs 45,000 to

Rs 60,000

Rs 60,000 to

Rs 75,000

Rs 75,000 to

Rs 90,000

Rs 90,000 and above

Not Applicable TOTAL

Shop 20 67 58 31 25 17 27 111 364

Watch a Movie 17 55 48 32 22 11 24 92 301

Visit an Eatery 14 40 42 39 18 10 22 82 259

Go on a Date 6 15 17 10 3 4 8 21 84

Window Shop 8 39 45 24 19 12 20 80 247

Gaming 6 20 20 16 7 5 12 42 128

Attend Parties 5 12 16 5 3 2 5 19 67

Just get away 6 31 34 23 17 10 17 67 205

Comparison Shop 9 24 30 20 14 10 12 65 184

Watch people 8 22 28 16 11 6 14 52 157

To a Library 5 7 11 7 5 1 4 16 56

To a Gymnasium 3 3 10 7 2 2 4 18 49

Meet Friends 10 29 33 20 14 10 18 71 205

To a Pub / Bar 4 10 10 7 5 4 7 21 68

To an Internet café 4 5 10 6 4 2 4 19 54 Visit an Amusement Park / Museum / Rides

3 5 13 8 4 2 4 22 61

To a Discotheque 5 5 12 6 3 2 3 16 52

Participate in the Events or Promotional activities

6 14 23 13 11 9 14 56 146

For Personal care services 8 11 18 13 9 5 6 37 107

Other 1 1 3 0 0 0 2 2 9

TOTAL 148 415 481 303 196 124 227 909 2803

2 value = 64.493 (Significant, at p = 0.05, d.o.f. = 133)



Various studies have been carried out to examine the cross relationship between the

income of the customers and their reasons for choosing or visiting a mall /

hypermarket. In the following discussion, a chi – square test was applied to

determine the impact of the income of the respondents visiting the malls /

hypermarkets under study, on the buying behaviour and the particular motives of

their visits. For this purpose, a cross table (Table 4.10.1) was generated between the

two variables, with income of the respondents on one axis and their reasons / motives

for their visits on the other axis, and subsequently a hypothesis was generated to

study the impact of the former variable on the latter.

As there is not enough evidence to accept the null hypothesis hence the alternate

hypothesis is accepted, which implies there is significant relation between the

income groups and the reasons for visiting a mall / hypermarket. It was concluded

that type of income group notably affects the motive to visit, with the largest number

of visitors being from students’ category, who of course, were not earning and were

dependent solely on the pocket money given to them by their parents. 30.49% of the

people who came to shop and 30.56% who came to watch movies were from this

stratum that is non-earning respondents, which has an important implication for the

marketers for targeting this particular segment and their fervour to be a part of the

mall culture.

Income wise, 16.14% respondents, who were from the Rs 15,000 to Rs 30,000

category, had come to shop and 13.25% had come to watch movie. Largely

responses were found concentrated in the income range of Rs 15,000 to Rs 45,000.

Similar was the case for the Rs 30,000 to Rs 45,000 category in which the largest

percentage visited the malls / hypermarkets for window shopping usually, apart for



the other reasons for visiting such places. Out of the students’ category, who drew

pocket money and fell in the non-earning bracket, 12.21% visited the mall /

hypermarkets for shopping and 10.02% for visiting multiplexes. In the Rs 45,000 to

Rs 60,000 bracket, the largest group of 12.87% of respondents visited the mall

visiting eateries and food courts.

A study on this area by Somaya and Venkataramana (2002) was found in

agreement to this hypothesis, wherein they identified certain factors which highlight

the increasing purchase power of the Indian consumers especially the Indian middle

class. There is a boom because of the double income households and working

women. In this scenario organised retail industry in terms of malls and hypermarkets,

the new generation consumers, with higher disposable incomes, are seeking the

convenience of one stop shopping where they can look out for more information

better quality hygiene and increased customer service.

Tarun and Chopra (2007) in their study had found that shopping has replaced

outings as the most favoured option among the increasing tribe of DINK couples

(Double Income No Kids), who now had higher disposable incomes. They had also

brought out this fact that customers prefer the neighbourhood shop for their daily or

frequently purchased items but for their weekly or monthly shopping needs

customers tend to prefer modern retail outlets, shopping malls or hypermarkets.

A cross table (Table 4.10.2) was again generated to study the relationship between

the professions of the respondents and their pattern of visits to malls / hypermarkets,

and a hypothesis formulated for the same.



H02: There is no significant relation between profession of the visitors and their

pattern of visiting a mall / hypermarket.

TABLE 4.10.2 CROSS TABLE BETWEEN PROFESSION OF THE RESPONDENTS & PATTERN OF VISITING A MALL

PROFESSION

Patte

rn o

f vis

it

Student Public Servant

Private Service

Own Busines

s

Home Maker Retired Unemp

loyed Other Total

Weekdays 5 1 2 2 1 0 0 1 1 2 Weekends 3 3 3 1 8 7 1 9 2 1 0 0 7 1 9 8 Festivals 1 3 4 0 0 0 0 0 8 Other Holidays 1 3 3 1 1 0 0 0 9 No specific day 3 6 2 7 6 2 1 6 1 9 6 0 5 1 7 1

Total 7 6 6 5 1 5 8 3 8 4 2 6 0 1 3 3 9 8

2 value = 24.253 (Not Significant, at p = 0.05, d.o.f. = 28)

There is enough evidence, according to the results at significant level 0.05, to accept

the null hypothesis, that profession did not significantly impact the pattern of visits to

a mall / hypermarket. Hence the null hypothesis that there is no significant relation

between the profession of the respondents and their selection of the day of the week

for visiting a mall / hypermarket was accepted, which implied that profession lays

down no constraint on choosing a particular day of a week for visiting a mall /

hypermarket. 43.42% students, 47.69% public servants, 55.06% private service

respondents, 50.0% business men and 50.0% homemakers visited the malls /

hypermarkets on weekends. The next largely accepted choice cited was that there is

no specific day for their planning to visit such places.

Another cross table (Table 4.10.3) was further generated to study the relationship

between the gender of the respondents and their preference for choosing a mall over



a hypermarket or vice–versa, while looking for a similar product, and the following

hypothesis was generated.

H03: There is no significant relation between gender of the visitors and their

preference for choosing a hypermarket over a mall.

TABLE 4.10.3 CROSS TABLE BETWEEN GENDER OF THE RESPONDENTS &

PREFERENCE OF CHOOSING A HYPERMARKET OVER A MALL

GENDER

Pref

eren

ce fo

r ch

oosi

ng a

H

yper

mar

ket

over

a M

all

Male Female Total

Shopping Mall 4 2 3 9 8 1

Hypermarket 1 5 2 1 6 7 3 1 9

Total 1 9 4 2 0 6 4 0 0


In order to generate an opinion from both the males and females that if a product of

the same type, make, quality and brand is available in a hypermarket as well as in a

shopping mall, where would they prefer to buy it from, a hypothesis was framed that

there is no significant relation between the gender of the respondents and their

preference for choosing a hypermarket over a mall. The said null hypothesis was

accepted and the results supported the hypothesis that there is no significant

difference between the gender and their decision of going to a hypermarket as

compared to a shopping mall. Both males (78.35%) and females (81.07%) showed

an almost equal inclination towards hypermarkets and shunned their choice of a

shopping mall, if given a choice over a similar product. According to the

respondents, hypermarkets were largely preferred because they discouraged

impulsive buying from other outlets, were less time consuming and consequently



lesser tiring and most of all enjoy locational advantages over shopping malls, as the

latter are mostly concentrated on the outskirts of a city.

H04: Gender does not have any significant impact on the reasons / preferences

for visiting a mall / hypermarket.

TABLE 4.10.4 CROSS TABLE BETWEEN GENDER OF THE RESPONDENTS & REASONS FOR VISITING A MALL

GENDER REASONS Male Female TOTAL

Shop 169 195 364

Watch a Movie 143 158 301

Visit an Eatery 116 143 259

Go on a Date 46 38 84

Window Shop 108 139 247

Gaming 60 68 128

Attend Parties 32 35 67

Just get away 88 117 205

Comparison Shop 78 106 184

Watch people 68 89 157

To a Library 29 27 56

To a Gymnasium 22 27 49

Meet Friends 89 116 205

To a Pub / Bar 36 32 68

To an Internet café 24 30 54

Visit an Amusement Park / Museum / Rides 29 32 61

To a Discotheque 27 25 52 Participate in the Events or Promotional activities 60 86 146

For Personal care services 47 60 107

Other 5 4 9

TOTAL 1276 1527 2803




Further it was decided to study the relation between the gender of the visitors and

their reasons for visiting a mall. It was hypothesised that the gender of the visitors

does not have any notable influence over the reasons for visiting a mall, and the

respondents visit any particular mall for varied reasons which are often over lapping

and there is no particular domain area of the females or the males, which can be said

to be their persuasive reasons for their visits. So a cross table (Table 4.10.4) was

generated between these two variables and a hypothesis formulated to study the

relationship between the same.

There is enough evidence, according to the results at significant level 0.05, to accept

the null hypothesis, that gender does not have any significant impact on the reasons /

preferences for visiting a mall / hypermarket.

The results revealed no significant difference on the aspects that appealed to both the

genders that motivate them to visit a mall / hypermarket. As per the traditional belief

that women shop more than men, the study revealed that males and females equally

participate in shopping activities. This may be due to the changing patterns of the

society where men are increasingly contributing to the shopping needs of the

household. Men and women have equal penchant for indulging in general shopping

(13.2% males; 12.8%females), watching a movie (11.2% males; 10.4%females),

visiting an eatery (9.1% males; 9.3%females), indulging in window showing (8.5%

males; 9.1%females) and comparison shopping (6.2% males; 6.9%females).

The comparisons of gender differences in mall / hypermarket shopping are important

as they would help the mall management / retailers to focus their resources towards

all those aspects that appeal to both the genders thus maximising retail productivity.



A cross table (Table 4.10.5) was again generated between the income brackets of the

visitors and their preferences for choosing a mall over a hypermarket and vice–versa.

It was hypothesised that the income of the visitors does not influence the choice of

the store, that is a mall or a hypermarket, when they came looking for a similar

product. The general notion was that lower income or lower middle income bracket

consumers visit hypermarkets since they get large amount of cheaper deals and

discount offers there, and hence it is reasonable to visit a hypermarket instead of a

shopping mall, where the higher middle income or upper income bracket people can

afford to visit and shop at a shopping mall. To study this impression, the hypothesis

was tested for its acceptance or rejection.

H05: There is no significant relation between income brackets of the visitors and

their preference for choosing a hypermarket over a mall.

TABLE 4.10.5 CROSS TABLE BETWEEN INCOME OF THE RESPONDENTS &

PREFERENCE OF CHOOSING A HYPERMARKET OVER A MALL

INCOME (PER MONTH)

Pref

eren

ce fo

r cho

osin

g a

Hyp

erm

arke

t ove

r a

Mal

l

Less

than Rs 15,000

Rs 15,000 to Rs

30,000

Rs 30,000 to Rs

45,000

Rs 45,000 to Rs

60,000

Rs 60,000 to Rs

75,000

Rs 75,000 to Rs

90,000

Rs 90,000

and above

Not Applic

able Total

Shopping Mall 9 2 0 1 6 1 0 8 2 6 2 2 9 3

Hypermarket 1 1 4 2 4 4 3 1 1 9 1 5 2 3 9 3 2 7 8

Total 2 0 6 2 6 0 4 1 2 7 1 7 2 9 1 1 5 3 7 1


Enough evidence was generated, according to the results at significant level 0.05, to

accept the null hypothesis, and declare that there is no significant relationship



between income bracket of the respondents and their preference for choosing a

hypermarket over a mall. If a product of the same type, make, quality and brand is

available in a hypermarket as well as in a shopping mall, almost all categories of

income groups preferred hypermarkets (74.93% respondents, in which 80.87%

students also chose hypermarkets over shopping malls) for shopping over malls

which holds a strong implication for the marketeers that in the longer run,

hypermarkets have a propensity to have a higher success rate than shopping malls in

general.

Another hypothesis was framed to study the relation between the duration of stay in a

mall / hypermarket and the gender of the visitors. For this purpose, a cross table

(Table 4.10.6) was generated with gender on one axis and the duration of stay in the

mall / hypermarket on the other axis, and the corresponding hypothesis tested for it

acceptance or rejection.

H06: There is no significant relation between gender of the visitors and their

duration of stay in a mall / a hypermarket.

TABLE 4.10.6 CROSS TABLE BETWEEN GENDER OF THE RESPONDENTS & DURATION OF STAY

GENDER

Dur

atio

n of

Sta

y in

a M

all

/ Hyp

erm

arke

t

Males Females Total

Less than an hour 3 0 3

1 – 2 hours 8 9 1 5 1 0 4

3 – 4 hours 3 7 9 5 1 3 2

5 – 6 hours 4 8 6 8 1 1 6

More than 6 hours 1 7 2 8 4 5

Total 1 9 4 2 0 6 4 0 0

2 value = 18.299 (Significant, at p = 0.05, d.o.f. = 4)



As there is not enough evidence to accept the null hypothesis at 0.05 significance

level, hence the alternate hypothesis was accepted, which implies that there is a

significant relationship between the gender of the people visiting malls /

hypermarkets and their length of stay. It was found that men and women

significantly differed in the respective lengths of time spent for each mall /

hypermarket trip. Duration of stay differed with the females, with 46.11% of females

spending 3 – 4 hours, followed by 33.01% females spending 5 – 6 hours in malls /

hypermarkets. In the case of men, it was found that 45.87% men stayed for 1 – 2

hours followed by 24.74% men staying for a length of 5 – 6 hours in malls /

hypermarkets.

Recent studies, though, have unveiled evidence that points towards an increase in

male participation in shopping–related activities. This is reflective of the trend

wherein men are assuming a more egalitarian role because of gender–role

transcendence in the face of increasing pressure to share the shopping duties in

today’s time-crunched world (Dholakia et al., 1995; Lee et al., 2005). Generally

men are found to spend less time shopping than women, but tend to spend more

money than women when they do go shopping (Fischer and Arnold, 1990; Cody et

al., 1995). Research also suggests that women spend twice as long in a shop as men

and that the typical browser or window shopper is a woman. On the other hand, men

see shopping as a mission and tend to go straight for what they want in a purposeful

way (Dennis and McCall, 2005). Also, women tend to shop for clothing and fashion

more frequently, while men find this is a less interesting activity (Solomon and

Schopler, 1982; Cox and Dittmar, 1995). Overall, women have a more positive

attitude to mall shopping and that they purchase fashion related categories more



often than men (Kuruvilla, Joshi and Shah, 2009) But men visit more often and

spend more time and money. One possible explanation can be that men spend on

merchandise other than fashion, but it is more likely that as ‘the purse bearers’ of the

family, men do spend more than the women.

The conventional truth about women spending more time in shopping was supported

by this research but at the same time increasing number of men have also joined the

shopping bandwagon, which can be attributed to the fact that men are participating in

the traditionally female dominated aspects of household such as shopping.

Marketeers should start focusing equally on the males also, if not more, who now

form an important part of the revenues of any mall / hypermarket.

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