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PROJECT REPORT
ON
A STUDY OF CONSUMER BUYINGBEHAVIOUR IN SHOPPING MALLS
IN LUDHIANA CITY
SUBMITTED TO:-
Punjab Technical University, Jalandhar the fulfillment of
the requirement of two years full time degree of Master of
Business Administration.
(Session 2009-2011)
Submitted By:
Rajni Rani
University Roll no. 94782237710
Khalsa Institute of Management and Technology for Women,
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Civil Lines Ludhiana
ACKNOWLEDGEMET
Working on this project has been both challenging and an interesting job for
me. The hurdles met during this study were made into challenges to be met
by those who guides my way th rough.
I am also privileged to express my regards and affection to other persons and
cooperation in passing the needy information for the development of this
pro ject was a never ending source of enco uragement.
I wish to express my deep gratitude to Ms. Aarti for acting as a guide and providing me
with continuous support and guidance. This report could not have been completed
without the inputs and the words of advice from him for which I shall always remain
grateful to him.
Last but not least I am deeply indebted to my presents for their belied and
pride in me that have met me what I am today.
Rajni Rani
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PREFACE
In order to make the students competent, all students are required to make a
real time project work. This exposure to real life situation given an insight to
the students about what problem he/she can expect to face during his carrier.
The Project aims to preference of consumers towards shopping malls. The
consumer survey revealed that working and o fficial men in Ludhiana market.
In this project a sample size of 50 respondents were selected for knowing
their perception regarding shopping malls. A broad f inding of consumer
survey revealed that the consumers now days are shifting their preferences
towards interest in all segment
Rajni Rani
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CONTENTS
4
Sr.No. Items Page No.
1 Introduction 1-20
2 Review of Literature 21-22
3 Objectives 23-24
4 Research Methodology 25-30
5 Analysis and Interpretation 31-46
6 Suggestions & Conclusion 49-50
Bibliography 51-52
Annexure53-56
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CHAPTER I
INTRODUCTION
SHOPPING MALL
A shopping mall (or simply mall), shopping center, or shopping arcade is a
building or set of build ings that conta in st ores, with in te rconnecting
walkways enabling visitors to easily walk from store to store. The walkways
may be enclosed
A shopping mall is a building or set of buildings that contain stores and have
interconnecting walkways that make it easy for people to walk from store to
store. The walkways may or may not be enclosed. In the United Kingdom
and Australia these are called shopping centers or shopping arcades
Shopping mall Collection of independent retail stores, services, and
par king areas const ructed and main ta ined by a management fi rm as a unit . It
is a 20th-century adaptat ion of the historical marketplace. In the U.S.,
postwar mi gra tion from cit ie s to suburbs and increased automobil e use
created a perceived need for central ized shopping facili t ies . The urban
shopping arcade developed out of the need for shelter from the weather;
Buffalo, N.Y., and Cleveland, Ohio, have charming trussed and glass-roofed
examples. The next generation of shopping malls, the large regional centre
si ted in a vast sea of parking lots , bears l i t t le resemblance to i ts small ,
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arcaded ancestors. Two of the world's largest malls are the West Edmonton
Mall in Alberta, Canada, and the Mall of America in Bloomington, Minn. In
recent years large shopping malls have attempted to rev The rapid, post
World War II ascendancy of the shopping centerof which malls are the
l ar gest and most impor tant typer epresented the confluence o f
demographic, technological, and institutional trends affecting the retailing of
goods and services that had been under way s ince the late nineteenth
century. A long- term demographic shi ft toward the concentration of
popula tion in urban ar eas , as well as a st eady ri se in per capit a income, had
culminated in the exodus of many middle-class households from increasingly
crowded inner cities to the more spacious suburban developments that began
to surround metropolitan areas.
EARLY SHOPPING CENTERS
At the heart of this culture was the shopping malla centrally owned and
managed cluster of architectural ly unif ied retai ling spaces designed to
accommodate automobile access on its periphery while restricting traffic to
pedestr ians in it s core . Mall s had their precurs ors in the publi c marketp laces
of the colonial and early national periods and the enclosed arcades of mid-
n ineteen th -cen tu ry Europe . The mal ls' design, constr uc tion, and
management, however , ref lected not only the symbios is of pecul iarly
American circumstances, but also the r ise of an aggressive new breed of
entrepreneur who flourished in the postwar suburban landscape: the real
estate developer.
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Perhaps the earliest planned shopping district in the United States was built
in 1916 in Lake Forest, Illinois, a Chicago suburb, but more influential was
Country Club Plaza in Kansas City, Missouri, designed by J. C. Nichols in
1922 as an integral part of a wider suburban community. Although some
shopping centers were built in the 1930s (Highland Park Village, Dallas,
1931; River Oaks Center, Houston, 1937), and a few visionary developers
like Don M. Casto of Columbus, Ohio, promoted them as the wave of the
future, the Depression and World War II delayed their full emergence.
ENCLOSED REGIONAL MALLS
At war's end there were only a few hundred shopping centers in existence.
By 1958, just a little over a decade later, there were nearly three thousand,
although the over-whelming majority (then as half a century later) were what
later became known as strip centers: a row of shops with parking in front,
usually anchored by a major store, such as a supermarket or a large "five-
and-dime." Many large DEPARTMENT STORES, nearly all of which were
located in the central business districts (CBDs) of cities or on Main Street in
smaller towns, were at f irs t reluctant to establish major branches on the
suburban per iphery, preferr ing to let cus tomers t ravel to their long-
established locations instead. The man who broke this deadlock and thus
pioneer ed the next st age of shopping cente r design was Vic to r Gruen, an
Austrian-born Nazi refugee.
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Gruen belonged to a reform-minded wave of urban design theorists who were
helping to plan many new suburban communities like Levittown, New York,
and after the war he quickly became known as the nation's premier designer
of shopping centers . Having identif ied shopping as a vi tal part of public
experience in modern America, Gruen designed shopping centers that were
intended to be, as he put it, "crystallization points for suburbia's community
l if e, " both as funct ional marketp laces and as nodes of cul tura l and
recreational activity. From the outset, however, Gruen relied on department
stores to assume a key role in shopping center development. He designed his
f irst shopping center for a department s tore, Mill iron's , in suburban Los
Angeles in 1947, and in 1954 his innovative two-level, open-air design for
North land Mall in Detroit was underwrit ten by a development consort ium of
two major Midwestern department store chains, Dayton's of Minneapolis and
Hudson's of Detroit. The South dale Mall opened there in 1956, and Gruen
designed. It to feature not one but two department stores, each anchoring
opposite ends of the two-level mall and separated in the middle by a central
court . But even more por tentously, Gruen 's South dale was the f ir st
completely enclosed mall, sealing consumers inside a controlled and secure
shopping environment.
Urban Malls
Such regional mallsfeaturing 300,000-plus square feet of spacesought to
attract customers from wide geographic areas, and their rapid proliferation in
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the 1960s represented competition that overwhelmed older downtown retail
distr icts. (See sidebar.) By the 1970s, however, cr it ics of suburban mall
development (who by now included Victor Gruen) helped spur a trend toward
locating new malls back in CBDs as centerpieces of urban revital ization
pro jects . Sunbel t devel opers li ke John Portman of Atlanta (the Omni) and
Gerald D. Hines of Houston ( the Galleria) pioneered in the design and
construction of multi-use mall facilities that included offices, hotels, and
atrium shops. Long-time designer-developer James Rouse's successful
renovations of Boston's Faneuil Hall Marketplace (1976), Balt imore's
Harborplace (1980), and New York City's South Street Seaport (1983)
received national acclaim despite crit icism of the apparent commercial
gentrification they propelled.
A Questionable Future
By the 1990s, with nearly forty thousand shopping centersof which almost
two thousand were regional mallssigns of an oversaturated and changing
market became evident: older malls were in decline; discount retailers like
Wal-Mart and the advent of e-commerce were making deep inroads into mall
sales; and the shift of women into the workplace had eroded malls' customer
bas e. Hail ed as the signatu re st ructu res of pos twar Ameri can af fluence not
long before, these cathedrals of consumption thus entered the new millenium
facing an uncertain future.
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HISTORY
Indoor multi-vendor shopping is not a recent idea. Isfahan's Grand Bazaar,
which is largely covered, dates from the 10th century A.D. The 10 kilometer
long covered Tehran's Grand Bazaar also has a very old history. The Grand
Bazaar of Istanbul was built in 15th century and is still one of the largest
covered markets in the world with more than 58 streets and 4000 shops. The
Oxford Covered Market in Oxford, England was official ly opened on 1
November 1774 and is st ill going st rong today. The Burl ington Arcade in
London was opened in 1819. The Arcade in Providence, Rhode Island
introduced the concept to the United States in 1828. The Galleria Vittorio
Emanuele II in Milan, I taly followed in the 1860s and is closer to large
modern malls in spaciousness. Many other large cities created arcades and
shopping centers in the late 19th century and early 20th century, including
the Cleveland Arcade and GUM in Moscow in 1890. Early shopping centers
designed for the automobile include Market Square, Lake Forest, Illinois
(1916) and Country Club Plaza, Kansas City, Missouri (1924).
In the mid-20th century, with the rise of the suburb and automobile culture
in the United States, a new style of shopping center was created away from
city centers . The concept was pioneered by the Austr ian-born architect
Victor Gruen. The new generation called malls included Northgate Mall,
buil t in north Seatt le, Wash ington, USA in 1950, Gr uen's North land
Shopping Center, built near Detroit, Michigan, USA in 1954, and the South
dale Center, the first fully enclosed mall, which opened in the Twin Cities
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suburb of Edina, Minnesota, USA in 1956. In the UK, Chrisp Street Market
was the first pedestrian shopping area built with a road at the shop fronts.
A very large shopping mall is sometimes called a megamall. The title of the
largest enclosed shopping mall was held by the West Edmonton Mall in
Edmonton, Alber ta , Canada for 20 years . Bei jing 's Golden Resources
Shopping Mall, opened in October 2004, is the world's largest, at 600,000 m
(approximately 6 mill ion square feet) . Berjaya Times Square in Kuala
Lumpur, Malaysia, is advert ised at 700,000 m. SM Mall of Asia in the
Phil ippines, opened in May 2006, is the world's third largest at 386,000
square meters of gross floor area with further expansions still ongoing. The
Mall of Arabia inside Dubai land in Dubai, United Arab Emirates, which will
open in 2008, will become the largest mall in the world, at 929,000 square
meters (10 million sq. feet).
Mall can refer to a shopping mall, which is a place where a collection of
shops all adjoin a pedestrian area, or an exclusively pedestrian street, that
allows shoppers to walk without interference from vehicle traffic. Mall is
generally used in North America and Australasia to refer to large shopping
areas, while the term arcade is more often used, especial ly in Britain, to
refer to a narrow pedestrian-only street, often covered or between closely
spaced bui ldings . A larger, often only par tly covered but exclusively
pedestr ian shopping area is in Bri tai n al so te rmed a shopping precinct or
pedestr ian precinct . The ma jo ri ty of Br it is h shopping cente rs are in town
centers , usually inserted into old shopping districts , and surrounding by
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subsidiary open air shopping s treets . A number of large out-of- town
"regional malls" such as Meadow hall were built in the 1980s and 1990s, but
there are only ten of them or so and current planning regulations prohibit the
construction of any more. Out-of-town shopping developments in the UK are
now focused on retai l parks, which consist of groups of warehouse style
shops with individual entrances from outdoors. Planning policy prioritizes
the development of existing town centers, although with patchy success
CLASSES OF MALLS
In many cases, regional and super-regional mall exist as parts of large
superstructures which often also include office space, residential space,
amusement parks and so forth. This trend can be seen in the construction and
design of many modern super malls such as Cavalier Mall in Turkey.
Regional mall
A regional mall is a shopping mall which is designed to service a larger area
than a conventional shopping mall. As such, it is typically larger with square
feet to square feet gross leasable area with at least 2 anchors, and offers a
wider selection of stores. Given its wider service area, these malls tend to
have higher-end stores that need a larger area in order for their services to be
pro fi table . Regional mall s ar e also found as touri st att rac tions in vacat ion
areas.
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Dead malls and new trends
In the U.S, as more modern facil it ies are bui lt , many ear ly mal ls have
become la rg el y abandoned, due to dec reased tr af fi c an d tenancy. Thes e "dead
malls" have fai led to at tract new business and often si t unused for many
years until restored or demolished. Interesting examples of architecture and
urban des ign, these s truc tures oft en a tt ract people who explore and
photograph th em. Th is phenomenon of dead and dying mal ls is exami ned in
detail by the website Deadmalls.com, which hosts many such photographs, as
well as historical accounts.
In parts of Canada, i t is now rare for new shopping malls to be buil t , as
outdoor outlet malls or big box shopping areas known as power centers are
now favored, although the traditional enclosed shopping mall is still much in
demand by those seeking weather-protected, all-under-one-roof shopping.
Legal issues
One controversial aspect of malls has been their effective displacement of
traditional main streets. Many consumers prefer malls, with their spacious
par king garages, well -main ta ined walkways, and private security guards,
over publi c s tr ee ts , which oft en suf fer f rom l imited parking , poor
maintenance, and limited police coverage.
In response, a few jurisdictions, notably California, have expanded the right
of freedom of speech to ensure that speakers will be able to reach consumers
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who prefer to shop within the boundaries of privately owned malls . See
Pru ne yard Shopping Center. However, most s tates defer to the property
r ights of mal l owners to prevent express ions of pol it ical speech. For
example, New York state law upheld the arrest of a 61-year-old man in a
mall near Albany who refused to take of his t-shirt that said "Give Peace a
Chance" or to leave. The United States Supreme Court has upheld state laws
like that in California to expand the right of free speech in malls and balance
it with the rights of shopping mall owners to utilize their property as they
see fit.
Shopping Centers Types
Based in par t on cri teria established by the International Counci l of
Shopping Centers
1. Arcade:
A type of enclosed urban shopping center popular in the 19th century,
typically with an arched glass roof and two rows of shops either side of a
pedestr ian pass ageway, which oft en connected two para ll el str eets
2. Community center:
A shopping center of 100,000 to 350,000 square feet GLA, typical ly
anchored by a one or two discount department, drug, or home improvement
stores; they are commonly open, one-story, with stores arranged in a single
strip, L- or U-shape
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3. Convenience center:
An open shopping center with fewer than half-a-dozen with stores offering
day-to-day necessi ties, such as a min-mart , dry cleaners, wine and bber,
video rentals, and the like
4. Enclosed mall:
A shopping center entirely inside a roofed structure, so that entrance to the
mall is controlled by a l imited number of entrances and most s tores are
accessible only via interior corridors
5. Fashion mall:
A shopping center f ea turing s tores tha t offer s ty li sh c lo th ing, posh
merchandise, and quality consumer goods
6. Lifestyle center:
Typically, an open-air shopping center or mall whose array of retail outlets
(such as women's fashion stores, jewelers, leather goods, and restaurants) are
designed to appeal to upscale consumers; lifestyle centers usually include
attractive landscaping, fountains, outdoor seating, and other features that
encourage browsing
7. Mall:
Any large shopping center (usually enclosed) with adjacent parking and out
buildings
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8. Outlet (or off-price) mall:
A shopping center with national brand-name retailers, factory outlets, or
close-out outlets selling discounted merchandise
9. Power mall:
A shopping center containing several category-killer stores
10. Regional center:
A shopping center with 400,000 to 800,000 square feet GLA, often an
enclosed mall, with 40 to 100 stores anchored by one or more department
stores
11. Shopping center:
A planned group of connected retail stores, usually with an attached parking
area, specially developed on a parcel of private property and managed by a
single organization
12. Super-regional center:
The largest classification of shopping center; it is usually an enclosed mall
larger than 800,000 square feet GLA with more than 100 stores, including
several department stores
13. Urban mall:
Shopping center located within a city, the largest of which may be on several
levels with adjacent multi-level parking
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LIST SHOPPING MALLS IN LUDHIANA
1. Ansal Plaza
2. MBD Mall
3. West End Mall
4. Vishal Mega Mart
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1. ANSAL PLAZA:
Finally Ludhiana is al l set to get i ts own share of world class shopping
experience in form of ansal plaza Ludhiana. A technological and architecture
statement this shopping malls would be a treat to visi tors and a real eye
opener for the shopping.
With its sprawling area it would house world class facilities amenities and
brands. Move so it would be a never befo re exper ience fo r the city of
Ludhiana. The footfal ls would experience top of the l ine brands go food
courts, kid zone health facil it ies of name of few. Ansal plaza Ludhiana
would set a new land mark in the city and would raise the shoppers
experience and delight. It is designed to cater to all age growth and shopping
cum leisure needs . Be i t c lothes , accessories leather goods cosmetics
lifestyles product fitness equipment or house hold goods it has something for
all.
To cater to the taste buds it would take the foot fall or an exquisite culinary
crosscountry. All this i s backed by ansal years of mal l management
experience and exposure to selling up the maintaining states of the shopping
malls and complexes. Air condition need with ample parking space and kind
scarped area i t would be a feas t to the eyes comes and exper ience and
discover the shopping delight.
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2. MBD MALL :
The MBD Group is Indias largest Publishing House with 5 decades of experience. The
MBD Group under futuristic vision of Mr. A.K. Malhotra, Chairman and Managing
Director, has diversified into various industries including Paper Manufacturing,
Hospitality, Real Estate, Mall Development and management eco friendly copier and
notebooks and e learning.
MBD Group has over 3000 employees, a network of around 1,000 distributors and
10,000 booksellers, across the country. For each literate person, there is an MBD
publication. It is the only group which publishes books for all classes, all subjects, in all
languages, all educational boards in India and in most of the major languages spoken
worldwide. MBD also prints technical books and childrens books under various imprints
popular in India as well as abroad. There are more than 8,000 titles currently under The
MBD brand and are increasing everyday.
The MBD Neopolis houses, The Radisson Hotel MBD, Ludhiana, Owned and managed
by The MBD Group and also brags of the best retail and entertainment mix in the city
Including brands such as Lifestyle, BIG Cimemas Multiplex, Hypercity , Gigabite food
Court, Mac, Ed Hardy FCUK, Calvin Klein , Jack & Jones, Esprit ,Tommy Hilfiger ,
Nike, , Diesel, Alcott, Louis phillip, Van Heusen , Forest Essentials and many more
premium brands The hotel would also house NUOVO,the style district that appeals to
the enlightened elite, an indulgently luxurious, sinfully sophisticated space . Created by
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International designers here the best of labels and their patrons will find a heaven of
sartorial extravagances. NUOVO will be the hot spot for the affluent elite of north
wanting to savor Luxury retail .The target brands for Nuovo include brands such as
Canali, Van Cleef Arpel, Fendi many more.
The next category of mixed-use developments of the Group, The MBD Zephyr ,
showcases lifestyle, luxury and surprise. Locate at Whitefield Banglore the first project in
this category is aimed at redefining luxury and entails Luxury Hotel, Luxury retail and
luxury entertainment , high end service apartments and commercial office space. For
MBD Zephyr, luxury retail target brands include Channel, Hermes, Gucci, Jimmy Choo,
Louis Vuitton, Christian Dior, Escada, Dunhill, Ferragamo and many more. MBD Zephyr
with its consultants The Steelman partners , famous for designing some of the best
hotels, Resorts and casinos, is targeted at delivering Luxury in every sense of the word
with the best brand mix be it hospitality, retail or entertainment and best service design.
The Group with its current portfolio of hospitality and mixed-use developments projects
in Noida (Delhi NCR), Ludhiana & Jalandhar (Punjab), and Bangalore (Karnataka) has
similar plans in Mumbai, Delhi, Chennai, Hyderabad, Greater Noida and Goa.
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The Group is already being recognized as a professional & trend setting Company in
India.
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3. WEST END MALL
According to Chadha Group, Westend Mall Ludhiana, is going to be one of the finest and
most luxurious malls in Punjab. This mall would be constructed with an investment of Rs
90 crore and would cover 2.2 acres. The mall will come up by the end of 2007 opposite
Sacred Heart School on Ferozepur Road. It is being developed by A B Motions Private
Limited, a concern of the Chadha group.
West end Mall will house a four-screen Cineplex with 1,053 seats equipped with the
finest facilities. Waves Cinemas, the next level in cinemas, will be the highlight in the
mall. The projection system will be from Kinoton, Germany, which is also used by
NASA in the United States. The mall will feature sound system by Martin, UK; floors
with carpets from Brintons, UK who are the suppliers of carpets to the Buckingham
Palace, and a platinum lounge. All in all, a royal luxurious movie viewing experience.
The mall will have a double basement parking with drive-in comforts. The estimated
footfalls at the mall are expected to be 3.6 million people per annum. Modern escalators
and elevators with 100 per cent power supply will be the other attraction.
The first floor will boast of mens wear brands. On the second floor, women wear and
kids wear will be available. A spa, health club, an entertainment centre for kids and many
other attractions will be seen in the mall, said Rajiv Gupta, Chief Executive Officer
(CEO) of the Chadha group. Westend Mall will revolutionize the real estate scene and the
entertainment field, Major retailers of the country have already booked space in the mall
& the mall will also boast of the best of eateries, fast food joints, coffee houses etc.
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The company has earlier constructed Eastend Mall in Lucknow and Centre stage Mall in
Noida. The Noida mall has been awarded as one of the top three malls in India, and the
best in northern India. The group plans to develop malls and multiplexes in Jalandhar,
Agra, Moradabad, Mohali etc too.
4. THE VISHAL MEGA MART
The Vishal group is one of the leading groups in the fields of retailing and water theme
park .the Vishal group consists of Vishal retail pvt. Limited and Vishal water word pvt.
limited. The directors of the company are Mr. Ram Chandra Agarwal, Mrs. Uma
Agarwal and Mr. Surrender Kumar Agarwal. Vishal retail pvt. Ltd is in the business of
manufacturing and retailing of repayment garment accessories and also showcases large
verities of FMGC product through a chain of 14 self owed stores spread over an area of
185000 sq. ft. in 10 cities across India .we provide employment to more then 1000
employees.
Our concept
Vishals concept of complete family store is unique in itself because it is one of the first
companies to provide high quality garment at affordable prices. It gives value to all age
groups, genders and believes in bringing smile on each and every face. Vishal believe in
presenting innovative and effective brands creating a whole new segment and most
importantly delivery on limited budget.
Our brands
The company brands are so elegant and appealing that it has made a mark in the market.
It has retuned brands like zeppelin, Kitten studio. blues , paranoia ,chlorine ,fizzy babe,
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jasmine, zero degree, soil, mass bay etc. the company has a wide range of garments for
the entire family for all seasons and the products are of good quality and within the reach
of common.
Our people
Our company derives its strength from its talented and hard working staff. Over the years,
Vishal has selectively recruited from one of the best fashion and business school of the
country to staff its design, merchandising, store management , human resources and
finance function and using the best the best it infrastructure and highly qualified
professionals.
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CHAPTER II
REVIEW OF LITERATURE
Title: The Shopping Mall High School. Winners and Losers in the Educational
Marketplace.
Powell, Arthur G (1985)
Abstract: High schools seek to maximize student holding power providing something
for everybody. This shopping mall concept produces schools in which
variety, choice, and neutrality are counterproductive for some individuals. To
counteract this effect schools need to take risks through greater commitment
to individual student development and to higher expectations in the
classroom.(MD)
John j. Rodriguez (July, 1976)
ABSTRACT: The objective of this section is to review literature dealing with
suburban shopping center impact on central business districts. The literature reviewed
falls in one of two categories. One of these is the overview study which examines the
common characteristics of CBD decline in a number of cities. The other type is the
case study which looks at one city's problem of CBD decline, the attempts at solving
the problem, and the successes and failures of these attempts.
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CHAPTER - III
OBJECTIVES
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1) To know scope of the shopping malls.
2) To study the consumer making s ty les in shopping mall s.
3) To know the sati sfaction level of consumer at shopping malls.
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CHAPTER - IV
RESEARCH METHODOLOGY
Definition
Methodology is the specification of method of acquiring the information needed to
structure or solve the problems at hand i.e. Research Methodology is a way to
systematically solve the research problem.
Research Method
Data collection format i.e. the questionnaire was designed. After necessary
modifications, the final format was designed and data collected.
Data Collection Method
Research project is affected very much by data collection method. Reliability of the
collected data depends a lot on the method of data collection.
The data is collected through:
Primary Data
Secondary Data
Primary Data
For the purpose of collecting primary data, the survey method was used and where thisstudy is mainly based on the primary data. Structured formats were administrated to get
first hand information, from the consumers who are associated with the Internet Service
Providers.
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Secondary Data
Secondary source include the information collected from various books, journals, term
paper and research purpose. Internet was also obeying used for collecting the relevant
data.
Research Design
The research design is the framework for the study that guides the collection and
analyzing of the data. So, the fundamental to the success of any formal marketing
research project is Sound Research Design, a good method of data collection and
analyzing, time required for project and estimate of expenses to be incurred.
Research Type
Conclusive research approach has been used in this project i.e. descriptive research
through survey method, which aims towards finding new relationships & finding new
hypothesis in which the researcher doesnt have control over the variable. Questions
asked for the purpose according to the nature and attitude of the respondent. This gives
advantage of providing the necessary information rather than the unnecessary details.
Merits of the techniques are as follows
Data collected can be analyzed and interpreted very easily because the data is objective in
nature and easy to understand.
Only the necessary data is collected that are necessary for the study.
Data is collected mannerly and is very easy to understand.
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Scaling
Scaling describes the procedures of assigning numbers to various degrees of opinion,
attitude and other concepts. This can be done in the following ways:
Making a judgment about some characteristics of an individual and then placing directly
on a scale that has been defined in terms of that characteristic.
Constructing questionnaires in such a way that the score of individuals responses assigns
him a place on a scale.
Scaling Techniques
Summated scale (or Likert-type scale)
Contact Method
Direct personal interviews were conducted to collect the information as per the design
format.
A sample size of 50 was decided upon.
Each stratum of respondents was administered separate questionnaires, so as to avoid
burdening them with irrelevant questions.
Questionnaire Construction
As stated earlier, separate questionnaire were specially designed, keeping the respondents
in view, was administers to each of the strata studied.
At optimum balance of open ended questions was taken to study the objectives at hand.
The closed questions were both multiple choice and dichotomous type.
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Summated scales (Likert-type scales)
Summated scales (or Liker t- type) are developed by uti lizing the i tem
analysis approach where in a particular item is evaluated on the basis of how
well it discriminates those persons whose are score is high and those whose
score is low.
Those items or statements that best meet this sort of discrimination test are
included in the final instrument.
Thus, summated scales consist of a number of statements, which express
either a, favorable or unfavorable attitude towards the given object to which
the respondent is asked to react. The respondent indicates his agreement or
disagreement with each statement in the instrument. Each response is given a
numerical score, indicating its favorableness or unfavourableness, and the
scores are totaled to measure the respondents attitude. In other words the
overall score represents the respondents position on the continuum of
favorableness unfavourableness towards an issue.
We find that these five points constitute the scale. At one extreme of the
scale there is strong agreement with the given statement at the other, strong
disagreement and between them lie intermediates points. We may illustrate
this as under:
Factor 1
Very Good
Factor 2
Good
Factor 3
Ok
Factor 4
Bad
Factor 5
Very Bad
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Statistical and analysis Tools
Various statistical tools and techniques were used for the purpose of analysis
and interpretation of the questions, which were asked in the survey including
finding percentage, making pie charts; findings mean averages, Likert Scale
method etc.
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CHAPTER - V
DATA ANALYSIS & INTERPRETATION
1. Shopping Mall is one stop shop.
Options No. of respondents % of respondents
Yes 27 54%
No 23 46%
Total 50 100
From t he above graph it is clea r that 27% peoples feel Shopping Mall is one stop
shop 23% feel Shopping Mall is not one stop shop.
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27%23%
0%
10%
20%
30%
40%
50%
60%
Yes No
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2. Frequency of you visits shopping malls.
Options No. of respondents % of respondents
Daily 5 10%
Weekly 10 20%
Monthly 22 44%
Occasionally 13 26%
Total 50 100
From the above graph it is clear the 10% respondents go often for shopping
mal ls monthly, 20% respondents l ike to shop weekly, 44% l ike to go
shopping monthly and test of 26% respondent go for occasionally.
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10%
20%
44%
26%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Daily Weekly Monthly Occasionally
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3. Go to shopping malls.
Options No. of respondents
% of respondents
Actual Shopping 11 22%
Enjoyment 15 30%
Eating 14 28%
Happening Place 5 10%
Window Shopping 5 10%
Status Symbol 0 0%
Total 50 100
Mostly likely 22% of respondents go to shopping malls for actual shopping,
30% respondents go for enjoyment, and 28% of respondents go for eating
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22%
30%
28%
10%
10%
0%0%
5%
10%
15%
20%
25%
30%
Actual
Shopping
Enjoyment Eating Happening
Place
Window
Shopping
Status
Symbol
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few 10% for of happening place and 10% for window shopping and none for
status symbol.
4. Time spend in a Shopping Mall.
Options No. of
respondents
% of respondents
1 Hour 24 48%
2 Hour 8 16%
3 Hour 14 28%
4 Hour 4 8%
Total 50 100
In this question we have used simple percentage method to know the people
pre fe rence of spending time in shopping mal ls . 48% of re spondents spen t 1
40
48%
16%
28%
8%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
1 Hour 2 Hour 3 Hour 4 Hour
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hour in malls, 16% of respondents spend 2 hours, and 28% of respondents
spend 3 hours and only 8% spend 4 hours in Shopping Malls.
5. Atmosphere in the Shopping Malls.
Options No. of respondents % of respondents
Friendly 27 54%
Air conditioning 10 20%
Informative 9 18%
Attractive
infrastructure
4 8%
Total 50 100
In the above survey we found that 54% of respondent find friendly atmosphere
in the Shopping Malls, 20% of respondents find Air conditioning atmosphere,18%
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54%
20% 18%
8%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Friendly Air conditioning Informative Attractive infrastructure
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of respondents Informative atmosphere and 8% respondents find attractive
Infras truc ture atmosphere in shopping malls.
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6. Prefer to buy go to Shopping Malls
Options No. of respondents % of respondents
Raw Foods 11 22%
Garments 27 54%
Consumer durable 9 18%
Electronic 2 4%
Footwears 1 2%
Total 50 100
In the above survey we found that 22% of respondents go for raw foods, 54%
of respondent go for buying Garments, 18% of respondents go for buying of
consumer durables, and 4% of respondents buy Electronic 2% of respondents
for Footwears.
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22%
54%
18%
4%2%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Raw Foods Garments Consumer Durable
Electronics Footwears
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7. Prefer to visit Mall.
Options No. of respondents % of respondents
Colleagues 10 20%
Friend 26 52%
Spouse 11 22%
Alone3 6%
Total50 100
From the above survey I found that 20% of respondent prefer to visit Mall with
Colleagues. 52% are prefer to visit Mall with Friends,22% respondent s like to visit
wi th spouse, and 6% are prefer to visit Mall alone.
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20%
52%
22%
6%
0%
10%
20%
30%
40%
50%
60%
colleagues
Friends spouse alone
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8. Purpose visit mall influence.
Options No. of respondents % of respondents
Yes 30 60%
No 20 40%
Total 50 100
Yes
No
From the above survey 60% of respondents are satisfied the purpose with whom
they visit malls and 40% of respondents are not sati sfied the purpose with whom
they visit malls.
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9. Satisfied the brands available in the Shopping Malls.
Options No. of respondents % of respondents
Yes 48 96%
No 2 4%
Total 50 100
Yes
No
For the above survey I have found that 96% of respondent satisfied with the brands
available in the Shopping Malls, and 4 % of respondent not satisfied with the brands
available in the Shopping Malls.
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10. Mode of payment used in Shopping Malls.
Options No. of respondents % of respondents
Credit Cards 13 26%
Debit Cards 12 24%
Cash 25 50%
Total 50 100
0
10
20
30
40
50
Credit
Debit
Cash
In this question we have used simple percentage method to know the people preference of
payment from shopping malls. 26% of respondents making payments through credit cardfacility, 24% of respondents making payments through Debit cards, and 50% ofrespondents paying through Cash Payment.
11. Price being charged by these Shopping Malls are
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Options No. of respondents % of respondents
Very High 5 10%
High 12 24%
Moderate 10 20%
Low 8 16%
Very low 5 10%
Total 50 100
0
5
10
15
20
25
%
Very high %
High
Moderate
Low
Very low
From the above graph and found that 10% of respondent think that the price
charged by shopping mall are very high, 24% respondents that it is high and
10% think that it is moderate, 16% respondents thinking its low, and the
remaining 10% think that the price charged by them its very low.
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12. Services provided by these Shopping Mall is Comparison to other stores.
Options No. of respondents % of respondents
Satisfied 35 70%
Neutral 10 20%
Dissatisfied 5 10%
Total 50 100
Satisfied %
Neutral %
Dissatisfied %
From the above graph I found that 70% of respondent Satisfied with theservice provided by the shopping malls, on this opinion 20 % of respondent
remain neutral, and 10% respondents Dissatisfied with the service provided
by shopping ma ll s.
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13 . Rank (1-10) (1-most preferred; 10-least preferred) the factors that
Consider while shopping at Shopping Malls.
a. Interior / Exterior b. Cleanliness
c. Services d. Safe
e. Exclusive Range f. Quality
g. Happening palace h. Fixed price
i. Status Symbol j. Credit facility
In Ranking of Factors of shopping malls We ranking the factors in above
ranking..we can rank Services to 1 st number due to good services, and
exclusive Range in ranked on 2nd position of ranking due to wider range
of availability of things, and Quality on 3 rd Rank due to a large kind of
available quality products. 4 th ranking is for fixed price because many
stores have fixed prices,5 th ranking is for Credit faculty because many
modes of payment like credit/debit card and cash etc, 6 th ranking used
for safety of malls like with Security and CCTV cams, 7 th ranking is for
Cleanliness because Malls are more cleans then other normal shops, 8 th
ranking for Interior/exterior designs , 9 th ranking for happening Place
and 10 th for status symbol.
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14. Satisfaction level for the factors in Shopping Malls.
.
Options High Satisfied Neutral High DissatisfiedSatisfied Dissatisfied
Brand availability 60% 15% 5% 10% 10%
One stop shop 70% 10% 10% 5% 5%
Accessibility of
Malls 50% 30% 10% 5% 5%
Friendliness of staff 65% 25% 5% 3% 2%
Entertainment 40% 20% 15% 15% 10%
In Above ranking Table we can see this the respondents likes brand availability and Onestop Shop , more than 50% high satisfied from the services of accessibility of malls,
friendliness of staff and entertainment, and more peoples r satisfied with the services of
malls , 5-10% range of respondents are neutral about the survey. And 5-10% is
dissatisfied about the services in ranking table.
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15. Future of shopping Malls in Ludhiana city.
Options No. of respondents % of respondents
Very Successful 26 46%
Successful 15 30%
Moderate 5 10%
Declining3 6%
Cant Say 1 2%
Total 50 100
0
5
10
15
20
25
30
35
40
45
50
very succesfull
succesfull
Moderate
modirate
can't say
From the survey of malls in above graph I found that 46% of respondent
th ink the future of shopping Malls in Ludhiana city is very Successful,30% think its
successful, 10% thinking the future of malls is moderated, and 2% respondent says that
they cant say anything about the future of shopping Malls in Ludhiana city .
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LIMITATIONS
1. The market is too vast and i t is not possible to cover each and every
shopping mall in the available span of time.
2. This study is based upon already established shopping malls which are
less in Ludhiana.
3. The survey was restricted to Ludhiana and as such results cannot be
generalized.
4. Bias on the part of respondents to provide the information.
5. Time factor puts hindrance in survey.
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CHAPTER - VI
SUGGESTIONS & CONCLUSION
SUGGESTIONS
1) Shopping mal ls should advert ise more to att ract the peoples of the city.
2) The price range should be affordable which att racts everybody.
3) The discount stores in shopping malls should also be opened.
4) The locat ion of shopping malls should be in center of the city so that every
customer could approach easily.
CONCLUSION
Shopping malls are not well established in Ludhiana city. It is becoming day
by day a recognized and pro fi table fi eld . Af te r the compet it ion of mar ket
study, I have come to know major factor as discussed below.
1. It is found that the scope of the shopping malls in Ludhiana is higher
because in Ludhiana consumer goes for shopping on monthly basis .
2 . Mos t of the consumers like to buy from the shopping mall s.
3. Factors affecting the consumer for shopping are range, s tatus and quali ty.
4. The ent ire respondents were aware about the operat ional as wel l as potential
shopping malls in Ludhiana
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BIBLIOGRAPHY
Kothary CR, Research Methodology.
Kotler Philip, Marketing Management.
www.dogpile.com
www.google.com
www.ansalpalaza.com
www.omaxe.com
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Questionnaire
Name
Age
Gender
Occupation
Income
1. Do you feel Shopping Mall is one stop shop?
a. Yes b. No
2. How often do you visit Shopping malls?
a. Daily b. Weekly
c. Monthly d. Occasionally
3. Why do you go to Shopping Malls?
a. Actual Shopping b. Enjoyment
c. Eating d. Happening place
e. Window shopping f. Status symbol
4. How much time you spend in a Shopping Mall?
a. 1 hour b.2 hours
c. 3 hours d.4 hours or above
5. What kind of atmosphere you find in the Shopping Malls?
a. Friendly b. Air conditioning
c. Informative d. Attractive infrastructure
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6. What do you prefer to buy when you go to Shopping Malls?
a. Garments b. Raw foods
c. Consumer durable d. Electronic
e. Footwears
7. With whom you prefer to visit Mall?
a. Friend b. Colleagues
c. Spouse d. Alone
8. Does the purpose with whom you visit mall influence you?
a. Yes b. No
9. Are you satisfied with the brands which are available in the Shopping Malls?
a. Yes b. No
10. What type of mode of payment you used in Shopping Malls?
a. Credit Cards b. Debit Cards
c. Cash d. All of above
11. What you think price being charged by these Shopping Malls are
a. Very High b. High
c. Moderate d. Low
e. Very Low
12. What do you think about the services provided by these Shopping Mall in
comparison to other stores?
a. Satisfied b. Neutral c. Dissatisfied
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13. Please rank (1-10) (1-most preferred; 10-least preferred) the following factors
that
You consider while shopping at Shopping Malls?
a. Interior / Exterior b. Cleanliness
c. Services d. Safe
e. Exclusive Range f. Quality
g. Happening palace h. Fixed price
i. Status Symbol j. Credit facility
14. Rate your satisfaction level for the following factors in Shopping Malls.
Options High Satisfied Neutral High Dissatisfied
Satisfied Dissatisfied
Brand availability
One stop shop
Accessibility of
Malls
Friendliness of staff
Entertainment
15. What do you think the future of shopping Malls in Ludhiana city?
a. Very Successful b.Succesful
c. Moderate d. Declining