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INTRODUCTION
Malls in India are a relatively new format for retailing. While this format may have existed in the
Western economies for several decades, in India this phenomenon could be estimated to be only
about fifteen odd years old.
One of the earliest large floor-area retailers in India, was "Shopper's Stop". However, the first of
the current format of the malls was the Crossroads mall in Mumbai, which was established by the
Piramals in period around 2000-01. Crossroads then had the highest rent per sq. meter of
establishment that the vendors had to bear. Due to the exorbitant rent, Crossroads initially had a
rough ride. Also, the mall format was new, and was a novelty for most Indian consumers. This led
several visitors to the mall, but never converted to actual purchases, since most were visiting the
place out of curiosity.
However, the situation had changed drastically now. Malls seem to be springing up across several
cities in India. Notable among these is Gurgaon, a upcoming city near Delhi.
Five Reasons why Indian Organized Retail is at the brink of Revolution:
Scalable and Profitable Retail Models are well established for most of the categories
Rapid Evolution of New-age Young Indian Consumers
Retail Space is no more a constraint for growth
Partnering among Brands, retailers, franchisees, investors and malls
India is on the radar of Global Retailers Suppliers
Looking Ahead
Many strong regional and national players emerging across formats and product categories. Most
of these players are now geared to expand far more rapidly than the initial years of starting up
Most have regained / improved profitability after going through their respective learning curves
A decade ago not a single mall
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A year ago less than half a dozen
Today 70 malls
2 years from now 300 malls
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LITERATURE REVIEW
Retailing is the final step in the distribution of merchandise - the last link in the Supply Chain -
connecting the bulk producers of commodities to the final consumers. Retailing covers diverse
products such as foot apparels, consumer goods, financial services and leisure.
A retailer, typically, is someone who does not effect any significant change in the product execs
breaking the bulk. He/ She are also the final stock point who makes products or services available
to the consumer whenever require. Hence, the value proposition a retailer offers to a consumer is
easy availabilities of the desired product in the desired sizes at the desired times.
In the developed countries, the retail industry has developed into a full-fledged industry where
more than three-fourths of the total retail trade is done by the organized sector. Huge retail chains
like Wal-Mart, Carr four Group, Sears, K-Mart, McDonalds, etc. have now replaced the individual
small stores. Large retail formats, with high quality ambiance and courteous, and well-trained sales
staff are regular features of these retailers.
Top Ten Retailers Worldwide
Rank Retailer No of stores owned1 Wall-Mart Stores Inc.
(USA)
4178
2 Carrefour Group (France) 8130
3 The Kroger Co. (USA) 3445
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4 The Home Depot, Inc.
(USA)
1134
5 Royal Ahold (Netherlands) 7150
6 Metro AG (Germany) 2169
7 Kmart Corporation (USA) 2105
8 Sears, Roebuck and Co.
(USA)
2231
9 Albertson's, Inc. (USA) 2512
10 Target Corporation (USA) 1307
door-to-door solicitation and temporary displaying of merchandise (stalls). Broadly the organised
retail sector can be divided into two segments, In-Store Retailers, who operate fixed point-of-sale
locations, located and designed to attract a high volume of walk-in customers, and the non-store
retailers, who reach out to the customers at their homes or offices.
Apart from using the internet for communication (commonly called e-tailing), non-store retailers
did business by broadcasting of infomercials, broadcasting and publishing of direct-response
advertising publishing of traditional and electronic catalogues,
Major formats of In-Store Retailing have been listed in Table given below:
Format Description The Value PropositionBranded
Stores
Exclusive showrooms either
owned or franchised out by a
manufacturer.
Complete range available
for a given brand, Certified
product quality.
Speciality Focus on a specific consumer Greater choice to the
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Stores need, carry most of the brands
available.
consumer, comparison
between brands possible
Department
Stores
Large stores having a wide
variety of products, organized
into different departments, such
as clothing, house wares,
furniture, appliances, toys, etc.
One stop shop catering to
varied consumer needs.
Supermarkets Extremely large self-services
retail outlets.
One stop shop catering to
varied consumer needs.
Discount
Stores
Stores offering discounts on the
retail price through selling high
volumes and reaping the
economies of scale.
Low prices.
Hyper-mart
Larger than a Supermarket,
sometimes with a warehouse
appearance, generally located
in quieter parts of the city
Low prices, vast choice
available including services
as cafeterias.
Convenience
Stores
Small self-service formats
located in crowded urban
areas.
Convenient location and
extended operating hours.
Shopping
Malls
An enclosure having different
formats of in-store retailers, all
under one roof.
Variety of shops available
close to each other.
Retailing in India
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The retail market size in India is estimated to be around $180 billion. Retailing provides jobs to
almost 15 percent of employable Indian adults and it is perhaps the largest contributor to India's
GDP.
But the flip side of the coin is that the average size of each of the retail outlets in India is only 50
square feet and though a large employer, the industry is very unorganized, fragmented and with a
rural bias.
Retail Industry in India
Even though India has well over 5 million retail outlets of all sizes and styles (or non-
styles), the country sorely lacks anything that can resemble a retailing industry in the modern
sense of the term. This presents international retailing specialists with a great opportunity.
Retailing in India is thoroughly unorganised. There is no supply chain management
perspective. According to a survey by AT Kearney, an overwhelming proportion of the Rs.
400,000 crore retail markets are UNORGANISED. In fact, only a Rs. 20,000 crore segment of
the market is organised.
As much as 96 per cent of the 5 million-plus outlets are smaller than 500 square feet in
area. This means that India per capita retailing space is about 2 square feet (compared to 16
square feet in the United States). India's per capita retailing space is thus the lowest in the world
(source: KSA Technopak (I) Pvt Ltd, the India operation of the US-based Kurt Salmon
Associates).
Just over 8 per cent of India's population is engaged in retailing (compared to 20 per cent
in the United States). There is no data on this sector's contribution to the GDP.
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From a size of only Rs.20,000 crore, the ORGANISED retail industry grew to Rs.
160,000 crore by 2011. The TOTAL retail market, however, as indicated above have grown 20
per cent annually from Rs. 400,000 crore in 2007 to Rs. 800,000 crore by 2011 (source: survey
by AT Kearney)
Given the size, and the geographical, cultural and socio-economic diversity of India, there
is no role model for Indian suppliers and retailers to adapt or expand in the Indian context.
The first challenge facing the organised retail industry in India is: competition from the
unorganised sector. Traditional retailing has established in India for some centuries. It is a low
cost structure, mostly owner-operated, has negligible real estate and labour costs and little or no
taxes to pay. Consumer familiarity that runs from generation to generation is one big advantage
for the traditional retailing sector.
In contrast, players in the organised sector have big expenses to meet, and yet have to
keep prices low enough to be able to compete with the traditional sector. High costs for the
organised sector arises from: higher labour costs, social security to employees, high quality real
estate, much bigger premises, comfort facilities such as air-conditioning, back-up power supply,
taxes etc. Organised retailing also has to cope with the middle class psychology that the bigger
and brighter a sales outlet is, the more expensive it will be.
The above should not be seen as a gloomy foreboding from global retail operators.
International retail majors such as Benetton, Dairy Farm and Levis have already entered the
market. Lifestyles in India are changing and the concept of "value for money" is picking up.
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India's first true shopping mall complete with food courts, recreation facilities and large
car parking space was inaugurated as lately as in 1999 in Mumbai. (This mall is called
"Crossroads").
Local companies and local-foreign joint ventures are expected to more advantageouslyposition than the purely foreign ones in the fledgling organised India's retailing industry.
These drawbacks present opportunity to international and/or professionally managed
Indian corporations to pioneer a modern retailing industry in India and benefit from it.
The prospects are very encouraging. The first steps towards sophisticated retailing are
being taken, and "Crossroads" is the best example of this awakening. More such malls have been
planned in the other big cities of India.
The Indian retail industry is unorganized
There are nearly twelve million retail outlets in India and the number is growing. Two thirds of
these stores are in rural location. The vast majority of the twelve million stores are small "father
and son" outlets. According to the "Retailing in India" report published by the PwC Global Retail
Intelligence Program, share of the unorganized sector is 98%.
The Indian retail industry is fragmented
Retail stores in India are mostly small individually owned businesses. The average size of an outlet
is 50 s.q. ft. and though India has the highest number of retail outlets per capita in the world, the
retail space per capita at 2 s.q. ft per person is amongst the lowest in the world.
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The Indian retail industry has rural bias
Nearly two thirds of the stores are located in rural areas. The retail industry in rural India has
typically two forms: "Haats" and "melas". Haats are the weekly markets: they serve groups of 10-
50 villages and sell day-to-day necessities. They are frequently used as replenishment point for the
small village retailer. Melas are larger in size and more sophisticated in terms of the goods sold.
Mela merchandise would include more complex manufactured products such as televisions.
Evolution of Indian Retail Industry
For Indian retailing, things started to change slowly in the 1980s, when India first began opening
its economy. Textiles sector (which companies like Bombay Dyeing, Raymond's, S Kumar's and
Grasim) was the first to see the emergence of retail chains. Later on, Titan, maker of premium
watches, successfully created an organized retailing concept in India by establishing a series of
elegant showrooms.
For long, these remained the only organized retailers, but the latter half of the 1990s saw a fresh
wave of entrants in the retailing business. This time around it was not the manufacturer looking for
an alternative sales channel. These were pure retailers with no serious plans of getting into
manufacturing. These entrants were in various fields, like - FoodWorld, Subhiksha and Nilgiris in
food and FMCG; Planet M and Music World in music; Crossword and Fountainhead in books.
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As of the year ending 2011 the size of the Indian organized retail industry was estimated at around
Rs. 13,000 crore. The various segments that make up the organised retail industry along with their
size are in table given below.
Segment Market Size (Rs. Crore)
Textiles and clothings 4050
Jewellery 2,000-2,500
Consumer Durables 1500
Footwear 1,300-7,500
Food and personal care 1000
Non-Store retail 900
Luggage, watches and tyre 500
Books and music 390
Retailing Formats in India
Some of the prevalent relating formats in India include:
Malls
Most malls give floor space out to individual shops on lease, and these are enticed by the
economies resulting from the sharing of costs. India's largest shopping arcade Spencar Plaza
(600,000-sq-ft) in Chennai is an example. In malls like these, the combined brand pull of all outlets
is used to create a pull for the mall.
Branded Stores
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Exclusive showrooms run by premium brands have been the catalysts in pushing up the Indian
retail scenario. This concept is now being used to introduce organized retailing to the second rung
towns. Madura Garments has started setting up exclusive outlets in cities like Trichy and
Thanjavur.
Departmental Stores
Departmental Stores are expected to take over the apparel business from exclusive brand
showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which started in
Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India and even has
its own in store brand for clothes called Stop!.
Speciality Stores
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's
Music World and the Times Group's music chain Planet M, are focusing on specific market
segments and have established themselves strongly in their sectors.
Absence of discounting as a dominant format of retailing in India is a glaring peculiarity. The
reasons are two-fold. Unlike most Western countries, Indian retailers have much less bargaining
power. They thrive as small store and don't have the clout to negotiate terms with the
manufacturers. The other reason is that the retailers themselves have no economies of scale to offer
discounts on their own. However, the scenario is now changing. Increased investments and the
entry of big business houses in retailing is leading to the emergence of bigger retailers, who can
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both bargain with the suppliers, as well as, reap economies of scale. Hence, discounting is
becoming an accepted practice.
Trends in Retailing
Retailing in India is at a nascent stage of is evolution, but within a small period of time certain
trends are clearly emerging which are in line with the global experiences. Organised retailing is
witnessing a wave of players entering the industry. These players are experimenting with various
retail formats. Yet, Indian retailing has still not been able to come up with many successful formats
that can be scaled up and applied across India. Some of the notable exceptions have been garment
retailers like Madura Garments & Raymonds who was scaled their exclusive showroom format
across the country.
Experimentation with formats
Retailing in India is still evolving and the sector is witnessing a series of experiments across the
country with new formats being tested out; the old ones tweaked around or just discarded. Some of
these are listed in Table below.
Retailer Current
Format
New Formats. Experimenting With
Shoppers' Department Quasi-mall
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Stop Store
Ebony Department
Store
Quasi-mall, smaller outlets, adding
food retail
Crossword Large
bookstore
Corner shops
Piramyd Department
Store
Quasi-mall, food retail
Pantaloon Own brand
store
Hypermarket
Subhiksha Supermarket Considering moving to self service
Vitan Supermarket Suburban discount store
Foodworld Food
supermarket
Hypermarket, Foodworld express
Globus Department
Store
Small fashion stores
Bombay
Bazaar
Aggregation of Kiranas
Efoodmart Aggregation of Kiranas
Metro Cash and carry
S Kumar's Discount store
Retailers are also trying out smaller versions of their stores in an attempt to reach a maximum
number of consumers. Crossword bookstores is experimenting with Crossword Corner, to increase
reach and business from their stores. FoodWorld is experimenting with a format of one-fourth the
normal size called FoodWorld Express.
Store design
Irrespective of the format, the biggest challenge for organised retailing is to create an environment
that pulls in people and makes them spend more time shopping and also increases the amount of
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impulse shopping. Research across the world shows that the chances of senses dictating sales are
as much as 10-15% for certain categories. This reason is good enough for organised retailers to
bring in professional designers while developing a new property. And, that is why retail chains like
MusicWorld, Baristal, Piramyd and Globus and laying major emphasis & investing heavily in store
design.
MusicWorld spent three months in college campuses and metros studying the market and talking to
youngsters before starting work. The brand identity was created after extensive research: a logo
was designed and the look of the stores across the country was decided upon. Apart from the visual
impact, the functionality of the store design was also taken care of. Listening posts have been
created for people to listen to their favorite album and an area in the center of the stores has been
earmarked for celebrity visits and promotions.
Emergence of discount stores
What does Subhiksha In Chennai, Margin Free in Kerala and recent entrants like Bombay Bazaar
in Mumbai, RPG's - Giant in Hyderabad, Big Bazaar in Kolkata, Hyedrabad and Bangalore have in
common? Their products are below MRP.
Discount stores have finally arrived in India and they are expected to spearhead the revolution in
organisation retailing. Though this segment is growing, it is small compared to international
standards where around 60 per cent of the business comes from this format. Internationally, the
largest retailer in the world Wal-Mart is a discounter. These discount stores have advantages of
price, assortment dominance and quality assurance and have the ability to quickly build scale and
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pass on the benefits. However, the success would be for retailers who are able to build the scale
fast and manage their operations efficiently while offering value to the customer consistently.
Unorganized retailing is getting organized
To meet the challenges of organized retailing that is luring customers away from the unorganized
sector, the unorganized sector is getting organized. 25 stores in Delhi under the banner of
Provision mart are joining hands to combine monthly buying. Bombay Bazaar and Efoodmart have
also been formed which are aggregations of Kiranas.
In a novel move, six Delhi based restaurants have come together and formed a consortium: NFC,
to promote New Friends Colony, a posh locality in the Capital, as a branded place in town. The
aim is to increase footballs in the area, which is fast losing its sheen to its closest and upcoming
destinations such as large cineplexes, and malls, which are backed by the corporate house such as
'Ansals' and 'PVR'.
Not all stories are a success
A lot of activity is happening in retail and though we do have may success stories, not all ventures
have been successful. Shoppers' Stop, for example, implemented JD Edwards ERP, but could not
reap much bssenefit due to less than optimal number of operating locations. A few references of
other such less successful ventures is given below:
Franchising, as a way to grow has not worked out well for Vitan, the second oldest food
supermarket. More than two third of its 19 odds outlets have either folded up or snapped up
ties with the parent.
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The foray of organized retailing in the small towns of India has met with limited success.
The notable example being Shoppers' Stop foray in Jaipur. The retailers are now focusing
their energies on the top six cities.
India's oldest food supermarket chain, the Bangalore based Nigliris has been up for sale for
a few months now but yet to find takers.
In Delhi, the Escorts group-promoted Nanz, a food supermarket has shut down after being
unable to find a white knight.
Source: Pwc Analysis
These failures and limited successes have happened both due to a lack of experience and
understanding of issues.
Vision 2012
The past 2-3 years have seen a number of development in the retailing business in India. The the
market. Bigger players like Shoppers Stop are in a position to take advantage of their sizes in
dealing with the manufacturers. Despite a slowdown in the economy, customer queues at the stores
are not decreasing. Retail sector is bound to grow in the coming years. But how much and in what
direction are the questions that need to be evaluated.entry of corporate houses like RPG, Tatas and
Piramals have increased the capital availability in Various agencies have made different estimates
of the size of organized market in 2012. The one thing in common amongst these estimates is that
the Indian organized retailing industry will be very big in 2012. The status of the industry will
depend a lot on external factors like Government regulations and real estate prices, besides
activities of the retailers and demands of the customers. Based on our analysis of present trends,
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and development of retailing elsewhere, we present our perspectives and snapshots of organized
retailing, as it would exit in 2012.
Demographics
In the next 10 years, India population is expected to grow by about 14 per cent. But this increase
will not be even. Important trends tha will effect retailers are lised below.
The number of children (0-15 years) will remain stable at 30 million: This will mean a lesser
growth for toys, games and some apparel segments.But given the current nascent stage of the
growth, these sectors will still offer high grwoh rates.
The number of people in 40-60 years of age will go up by 30%: Sales of cosmetics, skin care, hair
dyes, and other youth inducing products will rise. More consumer resources would be spent on
retirement planning and saving for retirement. Home improvement and financial services firms
would benefit from this trend.
The number of households will increase by 25%: This would lead to a higher growth in the
household-decor items vis-a-vis personal items as apparel and fashion accessories.
Regional differences will stay
Although a few player will be able to form pan-Indian retail supply chains, the retail market is
unlikely to be a single entity. For example, food retailing in Chennai, Kolkata and Chandigarh is
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vastly different in terms of shopping habits and consumer tastes. Many such differences will
remain.
Though a few national retail chains will develp, they would have to coexist with strong regional
players, whow would excel in thir understanding of the customers and strong barnd names. The
national players would primarily be is sectors like Apparel, Fashion, Food and Cmusic. Importance
of local supplies for grocery sector would ensure the regional chains would reign supreme in these
sectors. The key to success for national players will to maintain the efficiencies that come from
their large-scale operations while retaining the ability and the flexibility to salisfy different needs
of different consumers.
However, organised retailing, in some cases, will change and harmonise consumer habits,
purchasing patterns and consumer behavior. McDonalds and Barista have already been successful
in doing this.
Today, internationally all top-retailers (except Kart and Aldi) operat 3-4different formats, with
companies like Metro AG operating 13 formats. This diversity of formats allows the company to
utilise its brand value across different segments and categories of customers.
Signs of such a development are visible in India as well. A movement towards Class-I cities
necessitates modification of operating format5s to suit different needs. By 2012, top retailers
would be operating at least 3-4 formats.
The biggest challenge that the retailers will have to face would be of maintaining different brand
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images, and though clashing images would be formed, a few retailers would be able to use Brand
Extensions to estblish different images in different cities.
Dual focus on costs and time
With more dual income families consumer ability to spend will increase, but the time available for
shopping will go down. Customers will become more demanding in terms of rapid and friendly
service. Retailers would develop shopping as an entertaining experience, but the more successful
ones will be the ones who provide faster service.
On the other hand, increasing competition would push the prices down. Efficiencies in supply
chain and economies of scale would allow retailers to reduce their prices without compromising
either on the shopping experience or on their own profitability.
24 hours retailing
Time stressed consumers will also ask for round the clock retailing. As these consumers will be
ready to pay a premium for service at odd hours, the timings of shopping will have to adapt to
needs of these consumers. A number of 24 hours retail stores would emerge to cater to this need.
The assumption here is that the current administrative restrictions on running shops at nights will
be lifted. It is expected that in the face of increasing demand from both the consumers and the
industry fora, regulations regarding retailing will be eased.
Small retailer will coexist
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Within a decade, large organised retailers would be controlling a substantial portion of the retail
trade. Yet, it is not to say that small, independent and unorganised retailers will disppear in large
numbers. They will survive on their core strengths of personal relations with customers and
closeness to residences. The experiences of South East Asian countries has been that even after 10
to 15 years of allowing FDI in retailing, unrganised retailers still control a sizeable chunk of the
retailing market. The Indian experience in retailing is expected to be no different.
However, to compete with the big retailers on price, small retailers will form cooperatives for
purchasing, just as the once in France, spain and Italy have already done. This trend has also
started in Delhi, and is only expected to nicrease.
Supply chain dynamics
The balance of power between retailers and manufacturers will shift towards the retailers. The
bigger retailers would be able to seek the lowest prices, require their suppliers to assume greater
business risks, and colloborate with suppliers to achieve overall cost reduction in their operations.
Scale economics would help in operating optimized supply chains and logistics network with
investments in information technology enabling process effeciencies and effectiveness. Increased
volumes would enable investments in specialised equipment for transportation of goods. Retailers
with large chains would negotiate and get central procurement but local dispatches from their
suppliers.
Internet
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Internet retailing will thrive in the coming decade. It may not be apparent now because internet
access is far behind the US and west, and high usage charges represent a serious impediment to
frequent consumer usage. The Government has already shown intent to deregulate the
telecommunications sector. Deregulation would increase Internet usage in the country and also the
trading on the net.
However, it is expected that the bricks and mortar stores converting to clicks and mortar model
would dominate the Internet sector. ?This is because of their already existing brand names and
economies of operations that they would be able to reap.
Organised versus Unorganised Retailing
In a sharp contrast to the retail sector in developed economies, retailing in India - though large in
terms of size - is highly fragmented and unorganised. With close to 12 million retail outlets the
country has one of the highest retail densities worldwide.
Retailers include street vendors, supermarkets, department stores, restaurants, hotels and even two-
wheeler and car showrooms.
Counter stores, kiosks, street markets and vendors, where the ownership and management rest with
one person, are classified as traditional or unorganised retail outlets.
These formats typically require employees with low skills and account for around two-thirds of the
sector's output. These are highly competitive outlets, with minimal rental costs (unregistered kiosks
or traditional property), cheap labour (work is shared by family members) and negligible
overheads and taxes.
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However, unorganised retailers suffer due to poor shopping experience and inability to offer a wide
range of products and value-addition due to lack of sourcing capabilities.
The modern Indian consumer is seeking more value in terms of improved availability and quality,
pleasant shopping environment, financing options, trial rooms for clothing products, return and
exchange policies and competitive prices. This has created a rapidly growing opportunity for
organised, modern retail formats to emerge in recent years and grow at a fast pace.
Inefficiency in the existing supply chains presents further opportunity for organised players to
draw on this large market even as lack of consumer culture and low purchasing power restricted
the development of modern formats. Migration from unorganised to organised retail has been
visible with economic development in most countries.
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OBJECTIVES OF THE PROJECT
The first step in any Marketing Research calls for the researcher to define the project scope and
then define problem carefully and formulate the research Objectives. An oldage says, A problem
well defined is half solved.
To study the Consumer Buying Behavior and Brand Perception of Consumers in Shopping Malls
on M.G.Road, research was conducted on following objectives. : -
1. Find out the different types of buying behavior of consumers in different shopping malls
on M.G.Road.
2. To study which type of consumers visit the different shopping malls.
3. Purpose to come to shopping malls.
4. What the consumer think about the particular shopping mall as a brand in shopping malls.
5. How consumers motivate to visit any shopping mall?
6. In shopping malls on which sector they spend the most.
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7. How Shopping malls are different from each other regarding the types of consumers and
their buying behavior.
8. Analysis of buying behavior pattern and brand perception.
And based on above findings, Recommendations on followings: -
1. How to increase the conversion ratio of footfalls to buying in shopping mall?
2. How to increase the footfalls in shopping malls?
3. For what type of consumers, Shopping Mall should make its plans.
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RESEARCH METHODOLOGY
Research Plan is not specific for all types of research; it is decided depending upon the nature of
the problem. It can be Exploratory, Descriptive or Causal
Exploratory means to gather data to shed light on the real nature of the problem and suggest
possible solutions or new ideas.
Descriptive It seeks to ascertain magnititide.
Causal- It is study of cause and effect relationship.
To study the consumer buying behavior and brand perception of consumers in shopping malls is
descriptive research.
Designing a research plan calls for decisions on the -
1. Data sources,
2. Research approaches,
3. Research Instruments,
4. Sampling plan, and
5. Contact methods.
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DATA SOURCES: -
The research involved gathering Secondary data as well as Primary data. For the purpose survey
was conducted by me to collect the data
CONSUMER SURVEY
PRIMARY DATA
Customer survey was conducted to gather initial data from the market. Here, the main emphasis
was given on the consumers because they are the ones on which I have to do my project.
Consumers decide the brand of any shopping mall and they are different to each other on various
aspects.
Consumer survey was done to know their purchasing behaviour in different shopping malls on
M.G.Road. They are the one who constitute the market and the target of the business. In Shopping
Malls Industry, until and unless we have the knowledge of consumer buying behavior and where
they spend the most and what they think, about the mall cannot increase the footfall and
conversition ratio. Hence a consumer survey was done to know their wants, purchasing power, and
buying habits to know their brand perception and buying behavior in shopping malls.
SECONDARY DATA: -
Secondary data regarding foot falls in shopping mall, buying pattern and other related was
collected from the internet and mall management itself.
RESEARCH APPROACH: -
Primary data can be collected in four ways
1. Observational research
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2. Focus group research
3. Survey research
4. Experimenntal research
Survey research - Survey research is best suited for my purpose i.e. for the Descripted Research.
Survey of consumers this mode helped me to know consumers, their preferences and brand
perception.
RESEARCH INSTRUMENT: -
In marketing research, the main research instrument used in collecting primary data is the
Questionnaire. For this research, two different set of questionnaire were structured one for the
consumer buying behavior and the other for the consumer brand perception. Both the questionnaire
was open ended i.e. allowed them to response in their own words.
Consumer Survey
Open Ended questionnaire was put to them. It had a set of option and the respondent made a choice
among them.
For detail of Questionnaire, See Annexure-
SAMPLE PLAN
The Sample Plan calls for three decision: -
Sampling Unit,
Sample Size,
Sampling Procedure.
CONSUMER SURVEY: -
Sample Unit: Consumers
Sample Size:
1. MGF Metropolitan Mall 30
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2. Sahara Mall 25
3. MGF Plaza 25
Total 80
Sample Procedure: Nonprobability Convenience Sample was adopted i.e. the most
accessible members of the population. Random selection of consumers.
RETAILER SURVEY:-
Sample unit: - retailers
Sample size:-50
Contact Method
The best-suited method for this kind of survey is Personal Interview. Through this method of
conducting research more questions can be asked and it helps in collecting additional information,
which may be useful for the company.
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LIMITATIONS OF PROJECT
1. Only a small population of the consumers were studied, which may not be enough to throwcorrect picture.
2. The consumers were very reluctant to answer the question and the response may be biased.
3. The answers given by the consumers were too vague to deduct exact figures.
4. The DLF City Centre was not studied due to the permission problem.
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MGF GROUP
The Motor and General Finance Ltd. is one of India's oldest financial companies, and today
among the acknowledged leaders in the industry. We provide here an outline of the group's wide-
ranging development financing and fund management experience, and the scope of our operations
today. The motor and General Finance has now become the MGF Group, with companies involved
in Hire Purchase and leasing, construction and real estate development and automotive dealerships.
Following are the companies within the MGF Fold:
1.MGF Developments Ltd. 8. The Motor and General Finance Ltd.
2.MGF Motors Pvt. Ltd. 9.MGF (INDIA) Ltd.
3.MGF Automobiles Pvt. Ltd. 10. India Lease Developments Ltd.
4. Capital Vehicle Sales Pvt. Ltd. 11.Jaybharat Credit Ltd.
5. Compact Motors Ltd. 12.Goodwill India Ltd.
6. Kerala Cars Pvt. Ltd. 13 MGF Services Ltd.
7.Omega Motors Pvt. Ltd.
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Stretching hands across the globe, MGF became the first Indian finance company to set up a joint
venture called the India Lease Development Ltd. (ILD), with the International Finance
Corporation, the World Bank subsidiary, in Washington D.C.
MGF has actively considered an entry into the insurance business and in the current budget the
Government of India has opened the insurance sector to private participation. MGF is seeking tie-
ups to develop joint ventures dedicated to the conduct of automotive, casualty and property
insurance business in India.
Proud Association
Acknowledged as the leaders in private finance, MGF Limited is one of the respected members of
the Asian Leasing Association. It is also among the Founder Member of the Federation of Indian
Hire Purchase and Equipment Leasing Association of India.
Above all, MGF takes special pride in its close association with millions of satisfied customers in
every nook and corner of the country.
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ANALYSIS
DATA ANALYSIS PREPARATION
RETAILERS
Do you agree that there is trend towards organised retail in India?
50
0
0
10
20
30
40
50
YES NO
Do you think large organized retailers would be controlling a substantial portion of the retail trade?
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50
00
10
20
30
40
50
YES NO
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How do you perceive the development of Shopping malls in Delhi and NCR Region?
45
5
0
5
10
15
20
25
3035
40
45
Healthy Trend Unhealthy Trend
What according to you is the purpose of the customers visit to the Shopping Malls?
58
4550
10
38
4542
5
40
12
0
10
20
30
40
50
Yes No
Food and Be verage s Music and Entertainm ent
Life style products Latest Fas hion and Clothing
Choosing gifts Consumer Durable
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What according to you are the reasons for buying at that particular shopping mall (Please rank
them in order of preference?)
1
5
2
3
4
0
1
2
3
4
5
Nearness to house/locality Good range availableFriendly shopkeeper/ good relations Good ambienceGood bargain
Rank (1-6) the following factors, which influence the customer purchase decision at a shopping
mall.
5
6
4
3
2
1
0
2
4
6
Price Brand
Location of Mall Parking At Outlet/Mall
Appealing Ambience 3-D Column 6
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Do shopping malls have the following advantages?
32
48
32
50
39
50
18
2
18
0
11
00
5
10
15
20
25
30
35
40
45
50
Yes No
Time Factor
Discount s chemes
Adequate parking space
Individual sections for all categories
Good shopping experience in better place with convenience and variety.Organized shops with international ambience &air condition all-around.
Do you think India has a potential in the Retail industry?
50
0
0
10
20
30
40
50
YES NO
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Do you think that organized retail will provide many opportunities both to existing players as well
as new entrants?
50
0
0
10
20
30
40
50
YES NO
Do you think India is prepared for open competition?
50
0
0
10
20
30
40
50
YES NO
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CONSUMER BUYING BEHAVIOUR IN
METROPOLITIAN MALL
1. Age group in Metropolitan mall.
Below 20 yrs. 20-25 yrs. 25-35 yrs. 35 yrs.& above
50 90 90 35
age group in metropolitan mall
50
90
90
35
Below 20 yrs.
20-25 yrs.
25-35 yrs.
35 yrs.& above
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2. Category of consumers in the age group of below 20 years
STUDENT BUSINESS PROFESSION SERVICES
HOME
MAKER
35 0 0 15 0
70%0%
0%
30%
0%
STUDENT
BUSINESS
PROFESSSION
SERVICES
HOMEMAKERS
3. Frequency of visit to the mall of age group below 20 yrs.
Everyday Once in a week Twice in a week Any other
5 35 5 5
10%
70%
10%
10%
Everyday
Once in a week
Twice in a week
Any other
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4. Purpose to come to shopping mall of age group below 20yrs.
Fun & Entertainment Family Outing Shopping Eatings
40 0 5 5
80%
0%
10% 10%
Fun &
Entertainment
Family Outing
Shopping
Eatings
5. Annual Household Income in the age group below 20 yrs.
Below Rs.2Lakhs Rs.2-5Lakhs Rs. 5-10Lakhs Rs. 10Lakhs & Above
5 40 5 0
10%
80%
10% 0%
Below Rs.2Lakhs
Rs.2-5Lakhs
Rs. 5-10Lakhs
Rs. 10Lakhs & Above
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6. Spend per visit in shopping mall in the age group below 20 yrs.
Up to Rs. 200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
5 30 15 0
10%
60%
30%0% Up to Rs. 200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
7. Sectors on which they spend the most below 20yrs. Consumers.
Apparels
Food &
Beverages
Beauty
Products
Music &
Entertainment
Gifts &
Watches Sportswear
5 5 0 40 0 0
10% 10%
0%
80%
0%
0%
Apparels
Food & Beverages
Beauty Products
Music &
Entertainment
Gifts & Watches
Sportswear
8. Favorite shopping mall on M.G.Road.
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Metropolitan Mall Sahara Mall MGF Plaza
45 5 0
90%
10% 0%
Metropolitan Ma
Sahara Mall
MGF Plaza
9. Category of consumers of age group 20 25 yrs.
Student Business Professional Services Homemaker
30 5 35 20 0
33%
6%39%
22%0%
Student
Business
Professional
Services
Homemaker
10. How often they come to shopping mall.
Everyday Once in a week Twice in a week Any other
10 60 15 5
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11%
66%
17%6%
Everyday
Once in a week
Twice in a week
Any other
11. Purpose to come to shopping mall.
Shopping
Fun &
Entertainment Eating Family Outing
10 50 30 0
11%
56%
33%0%
Shopping
Fun &
Entertainment
Eating
Family Outing
12. Annual households income.
Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above
15 65 5 5
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17%
71%
6% 6%
Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
Rs. 10 lakhs & above
13. Spend per visit in shopping mall.
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
5 60 20 5
6%
66%
22%
6%
Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
14. Categories on which they spend the most.
Apparels Food & Beverages
Music &
Entertainment Sportswear
Gifts &
Watches
5 15 60 5 5
44
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6%16%
66%
6% 6%
Apparels
Food & Beverages
Music &
Entertainment
Sportswear
Gifts & Watches
15.Favourite shopping mall on M.G.Road.
78%
11%11%
Metropolitan Mall
Sahara Mall
MGF Plaza
16.Category Of the consumers of age group between 25 35 yrs.
Student Business Professional Services Homemaker
0 10 35 30 15
45
Metropolitan Mall Sahara Mall MGF Plaza
70 10 10
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0% 11%
39%33%
17%
Student
Business
Professional
Services
Homemaker
17. How often they come to shopping mall.
Everyday Once in a week Twice in a week Other
0 70 5 15
0%
77%
6%
17%
Everyday
Once in a week
Twice in a week
Other
18. Annual households income.
Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above
10 55 15 10
46
10, 11%
55, 61%
15, 17%
10, 11%
Below2 lakhs
2- 5 lakhs
5 - 10 lakhs
Rs. 10 lakhs &
above
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19. Spend per visit in shopping mall.
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above0 40 45 5
0%
44%
50%
6%Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
20. Favorite shopping mall on M.G.Road.
Metropolitan Mall Sahara Mall MGF Plaza
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75 10 5
83%
11%6%
Metropolitan Mall
Sahara Mall
MGF Plaza
221.
Category of consumers of age group 35 and above.
Student Business Professional Services Homemaker
0 5 5 20 5
0% 14%
14%
58%
14%Student
Business
Professional
Services
Homemaker
22. How often they come to shopping mall.
Everyday Once in a week Twice in a week Other
0 5 0 30
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0% 14%0%
86%
Everyday
Once in a weekTwice in a week
Other
23. Purpose to come to shopping mall.
Shopping Fun & Entertainment Eating Family Outing
20 30 25 15
Purpose to come to shopping Mall
20
3025
15Shopping
Fun &
EntertainmentEating
Family Outing
24. Annual household income.
Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above
0 25 10 0
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0%
71%
29%
0%
Below 2 lakhs
2- 5 lakhs5 - 10 lakhs
Rs. 10 lakhs & above
25. Spend per visit in shopping mall.
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
5 15 10 5
14%
43%
29%
14%Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
26. Favourite shopping mall on M.G.Road.
Metropolitan Mall Sahara Mall MGF Plaza
10 15 10
50
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29%
42%
29%
Metropolitan Mall
Sahara Mall
MGF Plaza
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Consumer Buying Behavior in Sahara Mall
1. Age group of consumers in Sahara Mall.
Below 20 yrs. 20-25 yrs. 25-35 yrs. 35 yrs.& above
20 35 85 125
age group
8%13%
32%
47%Below 20 yrs.
20-25 yrs.
25-35 yrs.
35 yrs.& above
2. Category of consumers in Sahara Mall.
Student Business Professional Services Homemaker
15 25 50 50 125
Category of consumers
6% 9%
19%
19%
47%
Student
Business
Professional
Services
Homemaker
3. How often Homemaker visit the Sahara mall.
Everyday Once in a week Twice in a week Other
0 35 15 75
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0%
28%
12%60%
Everyday
Once in a week
Twice in a week
Other
4. Homemakers annual Households Income.
Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above15 75 25 10
12%
60%
20%
8%Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
Rs. 10 lakhs & above
5. How much homemakers spend in Sahara Mall.
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
10 15 75 25
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Category of consumers
15
75
25 10 Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
6. On which sector households spend the most.
Apparels Food & Beverages Households Sportswear
25 10 90 0
20%
8%
72%
0% Apparels
Food & BeveragesHouseholds
Sportswear
7. What attracts them to come to shopping mall?
Branded
Shops Discount Schemes
Ambience &
Facilities Entertainment
10 100 15 0
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8%
80%
12% 0%
Branded Shops
Discount
Schemes
Ambience &Facilities
Entertainment
8. Favourite shopping mall of homemakers on M.G. road.
Metropolitan Mall Sahara Mall MGF Plaza
15 85 25
12%
68%
20%Metropolitan Mall
Sahara Mall
MGF Plaza
9. How often Consumers (Services) visit the Sahara mall.
Everyday Once in a week Twice in a week Other
0 35 5 10
55
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0%
70%
10%
20% Everyday
Once in a week
Twice in a week
Other
10. How much service consumers spend in Sahara Mall.
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
0 15 30 5
0%30%
60%
10%Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
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11. On which sector service consumers spend the most.
Apparels Food & Beverages Households
5 5 40
10%10%
80%
Apparels
Food & Beverages
Households
12. Favourite shopping mall on M.G.Road of Service Consumers.
Metropolitan
Mall Sahara Mall MGF Plaza
35 10 5
Favourite shopping mall
64%
27%
9%
Metropolitan Mall
Sahara Mall
MGF Plaza
13. On which sector professional consumers spend the most.
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Apparels Food & Beverages Households
10 5 35
20%
10%
70%
Apparels
Food & Beverages
Households
14. How much professionals spend in Sahara Mall.
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
0 15 30 5
0%30%
60%
10%Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
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15. Annual household income of professionals.Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above
0 35 15 0
0%
70%
30%
0%Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
Rs. 10 lakhs &
above
16. How often professionals visit Sahara Mall.
Everyday Once in a week Twice in a week Other
0 5 5 40
0% 10%10%
80%
Everyday
Once in a week
Twice in a week
Other
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17. Favourite shopping mall on M.G.Road of Professionals.
Metropolitan Mall Sahara Mall MGF Plaza
35 10 5
Favourite shopping mall
35
10
5
Metropolitan Mall
Sahara Mall
MGF Plaza
18. On which sector Business class consumers spend the most.
Apparels Food & Beverages Households
10 5 10
40%
40%
20%
Apparels
Food & Beverages
Households
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How often they come (Business Class) come to shopping mall.
Everyday Once in a week Twice in a week Other
0 5 0 20
0% 20%
0%
80%
Everyday
Once in a week
Twice in a week
Other
20. Annual household income of Business Class consumers.
Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above
0 10 15 0
0%
40%
60%
0%Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
Rs. 10 lakhs &
above
21. How much business class consumers spend in Sahara Mall.
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
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0 0 20 5
0%
0%
80%
20% Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
22. Favourite shopping mall on M.G.Road of Business class Consumers.
Metropolitan Mall Sahara Mall MGF Plaza
15 5 5
60%20%
20%Metropolitan
Mall
Sahara Mall
MGF Plaza
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23. How often students visit the Sahara Mall.
Everyday Once in a week Twice in a week Other
0 0 0 15
0%
0%
0%
100%
Everyday
Once in a week
Twice in a week
Other
24. How much student consumers spend in Sahara Mall.
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
0 5 10 0
0%
33%
67%
0%
Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
63
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25. Annual household income of student consumers.
Below 2 lakhs 2- 5 lakhs 5 10 lakhs Rs. 10 lakhs & above
0 10 5 0
0%
67%
33%
0%
Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
Rs. 10 lakhs & above
26. On which sector students consumers spend the most.
Apparels Food & Beverages Households
10 5 0
67%
33%0%
Apparels
Food & Beverages
Households
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27. Student favourite shopping mall on M. G. Road.
Metropolitan Mall Sahara Mall MGF Plaza
15 0 0
100%
0%
0% Metropolitan Mall
Sahara Mall
MGF Plaza
65
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CONSUMER BUYING BEHAVIOR IN MGF PLAZA
1. Age group of consumers in MGF Plaza.
Below 20 yrs. 20-25 yrs. 25-35 yrs. 35 yrs.& above5 10 80 120
Age Group
2% 5%
37%56%
Below 20 yrs.
20-25 yrs.
25-35 yrs.
35 & Above
2. Category of consumers in MGF Plaza.
Student Business Professional Services Homemaker
5 50 25 20 115
Category
2%23%
12%9%
54%
Student
Business
ProfessionalServices
Homemaker
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3. How much Homemakers spend in the MGF Plaza.
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above0 5 25 85
0%
4%
22%
74%
Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
4. On which sector homemaker consumers spend the most.
Home furnishing Electronic Items Food & Beverages
90 25 0
78%
22% 0%Home furnishing
Electronic Items
Food & Beverages
67
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68/100
5. Annual household income of homemaker consumers.
Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above
0 50 45 20
0%
44%
39%
17%
Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
Rs. 10 lakhs &above
7
6. How often homemakers visit the shopping mall.
Everyday Once in a week Twice in a week Other
0 15 0 100
68
0%13%
0%
87%
Everyday
Once in a week
Twice in a week
Other
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69/100
7. Homemakers favourite shopping mall on M. G. Road.
Metropolitan Mall Sahara Mall MGF Plaza
5 80 20
5%
76%
19%
Metropolitan Mall
Sahara Mall
MGF Plaza
8. How much Business class consumers spend in the MGF Plaza.
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
0 0 25 25
0%
0%
50%50%
Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
69
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70/100
9. On which sector business class consumers spend the most.
Home furnishing Electronic Items Food & Beverages
35 15 0
35, 70%
15, 30%0, 0%
Home furnishing
Electronic Items
Food & Beverages
10. Annual household income of business class consumers.
Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above
0 25 15 10
0%
50%
30%
20%
Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
Rs. 10 lakhs & abo
11.How often business class consumers visit the mall.
70
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71/100
Everyday Once in a week Twice in a week Other
0 5 0 45
0%
10%
0%
90%
Everyday
Once in a week
Twice in a week
Other
12.Business classfavourite shopping mall on M. G. Road.
Metropolitan Mall Sahara Mall MGF Plaza
25 15 10
25, 50%15, 30%
10, 20%
Metropolitan Mall
Sahara Mall
MGF Plaza
13. How much professionals consumers spend in the MGF Plaza.
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72/100
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
0 0 20 5
0%
0%
80%
20% Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
14.How often professional consumers visit the mall.
Everyday Once in a week Twice in a week Other
0 5 0 20
0% 20%
0%
80%
Everyday
Once in a week
Twice in a week
Other
15. Annual household income of professional consumers.
Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above
72
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7/31/2019 Shopping Mall - Project 2
73/100
0 20 5 0
0%
80%
20%
0%
Below 2 lakhs2- 5 lakhs
5 - 10 lakhs
Rs. 10 lakhs & above
16. On which sector professional consumers spend the most.
Home furnishing Electronic Items Food & Beverages
20 5 0
20, 80%
5, 20% 0, 0%
Home furnishing
Electronic Items
Food &
Beverages
17. Professionalsfavourite shopping mall on M. G. Road.
Metropolitan Mall Sahara Mall MGF Plaza
20 2 3
73
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20, 80%
2, 8%
3, 12%
MetropolitanMall
Sahara Mall
MGF Plaza
18. How much service class spends in the MGF Plaza?
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
0 0 15 5
0%
0%
75%
25%Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
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19. How often service consumers visit the mall.
Everyday Once in a week Twice in a week Other
0 0 0 20
0%0%0%
100%
Everyday
Once in a week
Twice in a week
Other
20. On which sector services consumers spend the most.
Home furnishing Electronic Items Food & Beverages
10 10 0
10, 50%10, 50%
0, 0%
Home furnishing
Electronic Items
Food &
Beverages
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21.Annual household income of service class consumers.
Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above
0 10 10 0
0%
50%50%
0% Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
Rs. 10 lakhs &
above
22. Service class consumersfavourite shopping mall on M. G. Road.
Metropolitan Mall Sahara Mall MGF Plaza
2 10 8
10%
50%
40% Metropolitan Mall
Sahara Mall
MGF Plaza
23. How much money student class spends in the MGF Plaza?
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
0 5 0 0
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0%
100%
0%
0%
Up to Rs.200
Rs.200-500
Rs.500-2500Rs.2500 & Above
24.On which sector student consumers spend the most.
Home furnishing Electronic Items Food & Beverages0 0 5
0%
0%
100%
Home furnishing
Electronic Items
Food & Beverages
25. How often student consumers visit the mall.
Everyday Once in a week Twice in a week Other
0 0 0 5
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0%
0%
0%
100%
Everyday
Once in a week
Twice in a week
Other
26. Student consumersfavorite shopping mall on M. G. Road.
Metropolitan Mall Sahara Mall MGF Plaza
5 0 0
100%
0%
0% Metropolitan Mall
Sahara Mall
MGF Plaza
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CONSUMER BRAND PERCEPTION IN METROPOLITAN MALL
1. Brand image of metropolitan mall in consumers.
PVR Metropolitan Mall Shoppers Stops Mc Donald
150 70 65 30
47%
22%
21%
10%PVR
Metropolitan
MallShoppers
StopsMc Donald
2. Perception of Metropolitan Mall as a Brand.
Good Eating Place
Good place for family
shopping Good entertainment place
75 25 165
28%
9%63%
Good Eating
Place
Good place for
family shopping
Good
entertainment
place
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Which factors attracts to come to shopping mall.
Branded Shops Sales Services & Facilities Fun & Entertainment
50 20 45 150
19%
8%
17%56%
Branded Shops
Sales
Services &
FacilitiesFun &
Entertainment
4. What motivates the consumer to the shopping mall?
Self Motivation Advertisements
Promotional
Activities
Friends &
Relatives
50 30 35 150
19%
11%
13%
57%Self Motivation
Advertisements
Promotional Activities
Friends & Relatives
CONSUMER BRAND PERCEPTION IN SAHARA MALL
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1. Brand image of Sahara Mall in consumers?
Big Bazaar Haldirams Pantaloons Sahara Mall
150 5 10 100
56%
2%
4%
38%
Big Bazaar
Haldirams
Pantaloons
Sahara Mall
2. Perception of consumers of Sahara Mall as a Brand.
Good eating place Middle Class mall Family shopping mall
15 150 100
6%
56%
38%
Good eating place
Middle Class mall
Family shopping
mall
3. What factors attracts to come to shopping mall.
Branded Sales Services & Facilities Food & Entertainment
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Shops
25 165 25 50
9%
63%
9%
19% Branded Shops
Sales
Services &
Facilities
Food &
Entertainment
4. What motivates the consumer to the shopping mall?
Self Motivation Advertisements
Promotional
Activities
Friends &
Relatives
0 100 15 150
0%
38%
6%
56%
Self Motivation
Advertisements
Promotional
Activities
Friends &
Relatives
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CONSUMER BRAND PERCEPTION IN MGF PLAZA
1. Brand image of MGF Plaza in consumers?
MGF Plaza MGF Arcus
Complete Home furnishing Mall 50 150 15
23%
70%
7% MGF Plaza
MGF Arcus
Complete
Homefurnishing Mall
2. Perception of consumers of MGF Plaza as a Brand.
Good eating place Good Place for fun Family shopping mall
15 0 200
7%
0%
93%
Good eating place
Good Place for fun
Family shopping mall
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3. What factors attracts to come to shopping mall.Branded
Shops
Home furnishing
Items Services & Facilities
Food &
Entertainment
25 150 25 15
12%
69%
12% 7%
Branded Shops
Home furnishing
Items
Services &
Facilities
Food &
Entertainment
4. What motivates the consumer to the shopping mall?
Self Motivation Advertisements
Promotional
Activities
Friends &
Relatives
10 15 15 175
5% 7%7%
81%
Self Motivation
Advertisements
Promotional
Activities
Friends &
Relatives
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RESEARCH FINDINGS
Findings in Metropolitan Mall: - Consumers in mall were mostly in the age group of 20 25 yrs
and 25 - 35. They came to the mall mainly for the entertainment in PVR and shopping in the
Shoppers Stops. Consumers in mall were all age group and almost all were brand oriented
regarding the products. The average spending was in the mall between 500 2500 and more then
Rs.2500. The annual holds income of the mall is between Rs.2-10 Lakhs. Consumers in shopping
mall accepted that Metropolitan Mall is the best shopping mall on M.G.Road in Gurgaon
Consumer Buying Behavior in Metropolitan Mall.1. Consumers usually spend their money on Food, entertainment, Apparels, and sports &
footwear.
2. Consumers in the age group of below 20 25 yrs and 25 35 were in the maximum
numbers.
3. Consumers in Mall spend money between 500 2500 and more then Rs. 2500.
4. Consumers in mall come to the mall either once in a week or twice in a week.
5. Consumers in Mall are either students or in services or professionals in the maximum
numbers.
Brand perception in Metropolitan Mall.
1. Consumers in mall mostly know it as PVR, Shoppers Stop and Metropolitan Mall.
2. Consumers in mall are mostly Brand oriented regarding any thing.
3. Consumers accept that this mall is the best place for fun & entertainment and it is a good
food joint.
4. Consumers mostly motivates to come to the shopping mall by friends and relatives.
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Findings in Sahara Mall: -
Consumers in Sahara mall were mostly in the age group among 25- 35 and 35 and above. In
consumers, the numbers of Homemakers and Services and professionals were in the maximum
numbers. Consumer visits the mall generally once in a week and twice in a month. Consumers
come to the mall for the households shopping, eating and purchase for the apparels. Consumers are
influenced by the Discounting schemes.The annual house holds income between 2 10 lakhs.
Consumer Buying Behavior In Sahara Mall: -
1. Consumers in mall come for the house holds shopping.
2. Consumers which come to the mall are mostly homemakers and of service class.
3. According to them Sahara Mall is the best for the middle class.
Consumer Brand Perception in Sahara Mall
1. As a brand, the Sahara Mall is famous mall for the middle class due to the Big Bazaar.
2. Big Bazaar, Pantaloon, and Haldiram are the most popular among the consumers
3. The most popular brand among them is Big Bazaar.
4. Sales and discount schemes attracts them to come to the mall.
Findings in MGF Plaza: -
In MGF Plaza the consumers were in the age group of 25-35 yrs and 35 above mostly.
Consumers were homemakers, businesspersons and professionals. They come for the mall for
homefunishing items and electronics items. They spend in the shopping mall more then Rs. 2500
and above. Consumers in mall were brand oriented only for purchase of these above mentioned
products.
Consumer Buying Behavior in MGF Plaza: -
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1. Consumers come for the purchase of branded electronic items and home furnishing
items.
2. Consumers in the mall were the only serious buyers and they dont come for the
entertainment.
3. Consumers spend the money more than Rs. 2500
Consumer Brand Perception: -
1. The MGF Arcus brand attracts consumers in the mall.
2. Consumers also come there due to the Branded shops like Electrolux, Philps and LG
electronics.
3. As a brand in shopping malls, consumers said that Plaza is best for all necessary home
items like electronics and furniture.
Research findings of 80 consumers analysis
1. Metropolitan Mall is very famous in the age group of consumers of 20 35 yrs.
2. Due to PVR and ambience, it is the best place for entertainment and fun.
3. Due to good food joints, Metropolitan Mall is the best place for eating.
4. Sahara mall is very famous among the homemakers and service class consumers due to
Big Bazaar.
5. Shoppers stop in Metropolitan Mall is more famous than the Pantaloon in Sahara mall
among the youths.
6. MGF Plaza is only famous for the home furnishing and electronic items.
7. In MGF Plaza, only very few youths come as compared to Metropolitan Mall and Sahara
mall.
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CONCLUSION
Development of India as a sourcing hub shall further make India as an attractive retail opportunity
for the global retailers. Retailers like Wal-Mart, GAP, Tesco, JC Penney, H&M, Karstadt-Quelle
etc stepping up their sourcing requirements from India and moving from third-party buying
offices to establishing their own wholly owned / wholly managed sourcing & buying offices shall
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further make India as an attractive retail opportunity for the global players. Buying volumes for
many of these players are already in the range of INR 10-20 billion per year, with reported plans to
step up to INR 100-150 billion within the next 3-4 years.
The final, obvious, conclusion is that mall developers have to invest in getting a better
understanding about the retail business, while retailers have to get a better understanding about the
dynamics of operating at a new location.
1. Survey among the 30 consumers regarding the consumer buying behavior and consumer
brand perception in Metropolitan Mall reveals that consumers came for fun &
entertainment, shopping for the branded apparels, sportswear and mostly for the food. Most
of the consumers are in the age group of 20 35 yrs. The annual income of the consumers
is between Rs. 2- 10 lakhs. PVR and Shoppers stop were very famous among consumers.
2. Survey among the 25 consumers regarding the consumer buying behavior and consumer
brand perception in Sahara mall depicts that consumers come for the purchasing of
households and shopping in the pantaloons. Consumers are mainly in the age group of 25
35 yrs and more then 35 yrs. Big Bazaar is the main attraction among the consumers.
3. Survey among the 25 consumers regarding the consumer buying behavior and brand
perception in MGF Plaza reveals that consumers are mostly in the age group between 30
35 yrs and above. They come here for the home furnishing and other necessary electronics
items for home. Arcus is the main attraction among consumers.
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2. For the Sahara Mall: - It is not like a shopping mall. It is just like a Big Bazaar store
especially for the middle class and place mostly for the consumers in the age group of 35
and above. So promote other stores also in shopping mall. Make it a complete shopping
mall. Open some places like PVR, Waves, Adlabs etc. in the mall for movies and
entertainment by which it can also attract the young generation. Make some proper sitting
arrangements for the customers especially for the old age customers.
3. For the MGF Plaza: - This is a complete place for the home furnishing items and
necessary electronic items. So open some more branded stores for these items.It can be
used as a place for the property fairs and homefurnishing items fair.
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BIBLIOGRAPHY
Supermarket Key Attributes and Location Decisions by Daniel Serra
BOOKS
Fundamental of Marketing; William J. Stanton
Marketing Management; Kotler (Philip)
Creating Customer value; Gopal K. Gureja
Marketing Management; Saxena
Marketing Planning for Services; Malcolm McDonald, Adrain
Payne
WEBSITES
www.businessworld.com
www.saharaindia.com
www.mgfindia.com
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ANNEXURES
1. QUESTIONNAIRE FOR CONSUMER BUYING
BEHAVIOUR IN SHOPPING MALLS.
2. QUESTIONNAIRE FOR RETAILERS.
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QUESTIONNAIRE FOR CUSTOMERS
Dear Sir/Madam I am conducting a Survey on Consumer Behavior and Experience about
Shopping Malls: A comparative study. May I have five minutes of yours to help me fill up the
Questionnaire?
Please specify your profile:
Name:____________________________________________________
Profession: _______________________________________________
Question 1: What is the Annual household income of your family?
(a) Below 2 lakhs
(b) Rs 2-5 Lakhs
(c) Rs. 5-10 Lakhs
(d) Rs. 10 lakhs and above
Question 2: How much you spend on a average on youre per visit to Shopping Mall?
(a) Up to Rs. 200
(b) Rs. 200-500
(c) Rs.500-2500
(d) Rs. 2500 and above
Question 3: What is the frequency of your visit to the Shopping Malls?
(a) Daily
(b) Once in a week
(c) Twice in a week
(d) Any other
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Question 4: Please rate the purpose of your visit to the Shopping Malls?(1 Being most the
most important and 6 being least important)
Purpose 1 2 3 4 5 6
Food and Beverages
Music and Entertainment
Life style products
Latest Fashion and Clothing
Choosing gifts
Consumer Durable
Question 5: Please rate the following Shopping Malls, which you prefer the most?
(a) Metropolitan Mall
(b) Sahara Mall
(c) MGF Plaza Mall
Question 6: Please specify the reasons for the preference on the scale of 1 to 7 (1 being the
most important and 7 being the least important)
Factors Sahara
Mall
Metropolitan
Mall
MGF Plaza
Good Eating PlaceGood Place for Family Shopping
Branded Shops
Sales and Promotional Activities
Services and Facilities
Fun and Entertainment
Self Motivation
Better Bargaining
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Friends and Relatives
Exposure to New Trends and
Fashion
Emotional Satisfaction
Advertisements
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QUESTIONNAIRE FOR RETAILERS
This questionnaire bears reference to our academic purposes only and no feedback given in this
Questionnaire will ever be disclosed.
Name: Mr. Ms. ___________________________________ (optional)
Retailer Name:_________________________________________________
Address: _____________________________________________________
City: _________________________________________________________
Pin: _________________________________________________________
Phone: (O)__________________________ (M)_______________________
Q.1 Do you agree that there is trend towards organised retail in India?
Yes No
Q.2 Do you think large organized retailers would be controlling a substantial portion of the
retail trade?
Yes No
Q.3 How o you perceive the development of Shopping malls in Delhi and NCR Region?
Healthy Trend Unhealthy Trend
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Q.4 What according to you is the purpose of the customers visit to the Shopping Malls?
Purpose Yes No
Food and Beverages Music and Entertainment Life style products Latest Fashion and Clothing Choosing gifts Consumer Durable
Q.5 What according to you are the reasons for buying at that particular shopping mall
(Please rank them in order of preference?)
Nearness to your house/locality
Good range available
Friendly shopkeeper/ good relations
Good ambience
Good bargain
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Q.6 Rank (1-6) the following factors, which influence the customer purchase decision at a
shopping mall.
Price
Brand
Location of Mall
Outlet/Mall
Appealing fragrance
Advice from acquaintances
Q.7 Do shopping malls have the following advantages?
Yes No
Time Factor
Discount schemes
Adequate parking space Individual sections of all categories
Good shopping experience in better place with convenience and
variety.
Organized shops with international ambience &air condition all-
around.
Q.8 Do you think India has a potential in the Retail industry?
Yes No
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