Indus Business Academy

Post Graduate Diploma in

Management (PGDM)
Live Project on:

The Impact of Promotional

Activities by Shopping Malls in
creating footfall

Under The Guidance of:

Prof. Sunder Moy Sen

Ashish Gahlot
FPG/1113/014

DECLARATION
I, ASHISH GAHLOT OF THE INDUS BUSIMESS ACADEMY, GREATER
NOIDA , HEREBY DECLARE THAT I HAVE COMPLETED THE PROJECT
ENTITLED THE IMPACT OF PROMOTIONAL ACTIVITIES BY SHOPPING
MALLS IN CREATING FOOTFALL PARTIAL FULFILLMENT OF THE
REQUIREMENT FOR THE THIRD TRIMESTER OF POST GRADUATE DIPLOMA
IN MANAGEMENT COURSE FOR THE ACADEMIC YEAR 2011-2013
I FURTHER DECLARE THAT INFORMATION SUBMITTED BY ME IS TRUE AND
ORIGINAL TO THE BEST OF MY KNOWLEDGE.

DATED:

_________
Name of the student

CERTIFICATE
I PROF. SUNDER MOY SEN HEREBY CERTIFY THAT MR. ASHISH GAHLOT
STUDYING IN FYPGDM AT INDUS BUSIMESS ACADEMY, GREATER NOIDA, HAS
COMPLETED A PROJECT ON THE IMPACT OF PROMOTIONAL ACTIVITIES BY
SHOPPING MALLS IN CREATING FOOTFALL IN THE ACADEMIC YEAR 2011-2013
UNDER MY GUIDANCE.
I FURTHER CERTIFY THAT THE INFORMATION SUBMITTED IS TRUE AND ORIGINAL
TO THE BEST OF MY KNOWLEDGE.

DATED:

PROJECT GUIDE

ACKNOWLEDEGEMENT
I WISH TO TAKE THE OPPORTUNITY TO EXPRESS MY DEEP SENCE OF GRATITUDE
TO PROF. SUNDER MOY SEN FOR THEIR INVALUABLE GUIDANCE AND SUPPORT
IN THIS ENDEAVOUR. THEY HAVE BEEN A CONSTANT SOURCE OF INSPIRATION.
FINALLY IT IS THE FOREMOST DUTY TO THANK ALL MY RESPONDENTS, FAMILY &
FRIENDS WHO HAVE HELPED ME DIRECTLY OR INDIRECTLY IN COMPLETING MY
FIELD WORK, WITHOUT WHICH THIS PROJECT WOULD NOT HAVE BEEN
SUCCESSFUL.

Name of the student

Date:

Contents:Introduction
Objective
Working Principle
Research Methodology
Data Analysis and Interpretation
Findings
Suggestions
Conclusions
Bibliography
Annexure

INTRODUCTION:A ''shopping mall'' is a building or set of buildings which contain retail units, with
interconnecting walkways enabling visitors to easily walk from unit to unit. The
population is moving towards the middle class or upper middle class this is resulting in
the higher disposable income.
A shopping center enclosed within a large structure; often two or three stories high, often
designed around a central atrium; may have numerous stores, as well as entertainment
facilities such as movie theaters, fast-food outlets, restaurants, and public areas.
In the present competitive world if any business organization has to survive it needs to
keep an eye on various forces operating in the market. Market research is an efficiency
tool in the hands of a marketer that helps him to take changes taking place in the market.
Shopping malls are operating in an increasingly competitive environment characterized
by over capacity and declining customers (where the promotional activities of the mall
are increasingly being used to differentiate the mall through image communication,
increase visits and stimulate merchandise purchases Research on the use of marketing
tools and measuring their effectiveness as driving factors of shopping malls. The report
has been drawn up with the objective of identify and analyze that how the malls are
engaging themselves in various promotion activities by which they are attracting the
customers to the malls and to what extent these activities are helpful in achieving those
objectives and how retailers are benefited by those promotions.

OBJECTIVE:-

Primary objectives
The main purpose of survey is to throw light towards the fact that how
promotional activities are generating the footfalls in malls.
Secondary objectives
To find out the effectiveness of promotional strategies of shopping malls.
Do advertisements solely attract customers to malls

To ascertain the impact of promotional activity on purchase decision.

WORKING PRINCIPLE:The main principle behind this project is to know about the different promotional
activities that the malls are involved in and how effective are those activities in attracting
customers. And also to know that towards which kind of activities the customers are
attracted towards.
This study will help to understand the decision making styles of the shoppers in the malls
and help them to craft their marketing strategies. Profiling consumers by their buying
decision-making styles provide more meaningful ways to identify and understand various
consumer segments and to target each segment with more focused marketing strategies.
These decision making styles were perfectionist/high quality conscious consumer, brand
conscious, novelty and fashion conscious, recreational and shopping conscious, price
conscious, impulsive /careless, confused by over choice, habitual/brand loyal. .This study
can play a major role for organizations while planning its marketing activities, & decide
on the promotions for the same. This study also helps the managers of shopping malls to
review how their promotional strategies work for attracting the customers.

RESEARCH METHODOLOGY:It contains both primary as well as secondary research.

Under primary, will visit 4 malls,
And various secondary sources are used in order to determine the consumer attitude.
In secondary will approach online information and various magazines and journals to
collect the information.
Research design
Firstly exploratory research will be used. The focus is on gaining insight and familiarity
for later investigation. Later on descriptive research will be used.

Sample plan:Sample area

Shopping malls of Noida like, Great India Palace, Centrestage mall, Spice mall, Shopprix
mall,
Sample size
Sample Size: 20
Sample design
The random sampling technique was used for the selection of the respondents.

Data sources
Primary data will be collected from respondent of different shopping malls through the
questionnaire method. The numbers of respondents are 20 who will fill the questionnaire.
Secondary data includes information regarding present market scenario will be collected
by internet, magazines, newspapers and books.
Tools for Data Analysis
10

Data collected from different sources will be tabulated. Percentage and Average method
will be applied to analyses the data.

DATA ANALYSIS AND INTERPRETATION:The purpose of this study is to discover and analyze the impact of various consumer sales
promotion techniques on shopper as driving factors of shopping malls and measures their
effectiveness. For the data analysis we select the 5 question that are directly related to
objective of research and response of these represent in pie chart by using percentile
method and result is in tabulated form.
Question1. Do the offers/promotions influence you to visit the retail mall more
often?

15%

85%

Option
%

Yes
85%

No
15%

Interpretation
This questions aimed to identifying the visiting of people in shopping malls is influence
by the promotional offers, by analyzing the response of this question it is identified that
majority of the people consider that promotional offers influence their visiting in the
malls .
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Question2. Rank the following offers depending on your preference

Rank from 1 to 5.
Very High(5) High(4) Neutral(3) Low (2) Very Low(1)
a) Price Discount

[ ]

15%

5%

55%
25%

Option
%

5
55%

4
25%

3
15%

2
0%

1
5%

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b) Food Coupon
[ ]
Very High(5) High(4) Neutral(3) Low (2) Very Low(1)

11%

6%
17%

39%
28%

Option
%

5
5%

4
17%

3
28%

2
39%

1
11%

13

c) Gift Voucher
[ ]
Very High(5) High(4) Neutral(3) Low (2) Very Low(1)

11%

6%

17%
39%

28%

Option
%

5
5%

4
39%

3
28%

2
17%

1
11%

14

d) Lucky draw
[ ]
Very High(5) High(4) Neutral(3) Low (2) Very Low(1)

11%
17%

44%

28%

Option
%

5
11%

4
17%

3
0%

2
28%

1
44%

15

e) Movie Combo [ ]
Very High(5) High(4) Neutral(3) Low (2) Very Low(1)

17%

17%

6%
28%
33%

Option
%

5
17%

Option
Very high
55%
Price
Discount
Food
5%
Coupon
5%
Gift Voucher
11%
Lucky draw
17%
Movie
Combo

4
28%

3
33%

2
5%

1
17%

High

Neutral

Low

Very low

25%

15%

0%

5%

17%

28%

39%

11%

39%
17%
28%

28%
0%
33%

17%
28%
5%

11%
44%
17%

Interpretation:This questions aimed to identifying the preferences of the promotional offers in malls, by
analyzing the response of this question it is identified that majority of the people consider
price discount is the best promotional offers in the malls .

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Question3: How much do you think that the promotional activities help in making
your decision to choose which retail mall to visit?
To great Extent __ __ __ __ __ __ __ __ __ __ __Not much
1
2
3
4
5
1-Most dependent;
2- Dependent;
3- Neutral;
4- Very little dependent;
5- Does not affect

10%

25%

Mostly Depends

25%

Depends
Neutral
Very little dep.

40%

Does not effect

Option
%

1
10%

2
25%

3
40%

4
25%

5
0%

Interpretation:This questions aimed to identifying that how much promotional activities help the people
to make decision in selection of shopping malls, by analyzing the response of this
question it is identified that the promotions/offers helps the people to choose the
shopping mall.

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Question4. How would you think advertisement help you to select a retail malls
Rate the followings To Great extent__ __ __ __ __ __ __ __ __ __ Not much
1
2
3
4
5
Strongly agree-1; Agree-2; Neutral-3; Disagree-4; Strongly disagree-5

10%

10%
Strongly agree

30%

Agree
Neutral

50%

Disagree
Strongly disagree

Option
%

1
10%

2
10%

3
50%

4
30%

5
0%

Interpretation:This question aimed to identifying that how much a customer pays attention to the
advertisements and does these advertisements are really helpful in attracting the
customers to the mall.

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Question5. Are promotions/ offers are one of the major factors which influence you
to switch over from One mall to other?
To great Extent __ __ __ __ __ __ __ __ __ __ __Not much
1
2
3
4
5
a) Strongly Agree
[ ]
b) Agree
[ ]
c) Neutral
[ ]
d) Disagree
[ ]
e) Strongly Disagree
[ ]

15%
40%

Strongly agree
20%

Agree
Neutral
Disagree

25%

Strongly disagree

Option
Sample

1
15%

2
20%

3
25%

4
40%

5
0%

Interpretation:- This questions aimed to identifying that offers influence the people to
switch the malls or not, by analyzing the response of this question it is identified that
most of the people depend on the offers to switch the shopping malls.

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FINDINGS:In the survey and study conducted above, we came across that promotional activity
conducted by shopping malls influence the customers visiting and their subsequent
shopping and buying decision. Here, we present the findings gathered and the suggestions
we offer to the retail malls based on the data gathered and analyzed.
In the research it is found that highest number of the respondents falls in the age group
18-30. It can be deducted that most of the consumers who visit retail malls regularly are
the youth. In the survey it is found that the highest number of respondents were male, the
number of female respondent were less compared to the male respondent.
Consumers approached were asked which retail mall they shopped at frequently. The
retail mall brands placed before them were Great India Palace, Centrestage mall, Spice
mall. By analyzing the response to this question, customers preferences among the
varied choice of stores is identified, and how much market share they hold is calculated.
The highest number of responses has been attributed to Great India Palace (G.I.P), which
attracts people of many incomes groups, and offers products that appeal to a wide array
of consumers. The other malls can be ranked in descending order of preference or
frequency of visits as: Centrestage mall, Spice mall, Shopprix mall.
Consumers approached were asked to indicate from which source they come to know
about the retail malls, the type of sources were word of mouth, magazines, print media,
electronic media and Newspaper. By analyzing to this question, it is identified that the
high number of respondents comes to know about the shopping malls by Newspaper or
by the word of mouth.
Consumers approached were asked that promotions/offers influence their visit in retail
Mall. By analyzing the responses it is found that most of the people influences to visit by
the promotions/offers.
Consumers approached were asked to rank their preference on a scale of 1 to 5 of which
another factors influences their visit in malls other than promotions/offers. The factors
points placed before them were Quality, Ambiance, Price, Fast service. By analyzing this
question the responses to this question it is identified the biggest factor that influence the
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consumers in favoring one mall to another the highest ranking have been attributed to
quality of the products. The next criteria that influence the consumers in favoring a
particular mall to another are (in descending order) - Price, fast services and Ambience.
Quality and the price of products play big role in the decision making process.
Consumers approached were asked which promotional offers influence them to visit in
mall and the preferences points placed before them were Discounts, Celebrity visit, lucky
Draw, Games and Combo offers. By analyzing this question most of the consumers
influences by the price discount offer. The next offers that influence the consumers in to
visit are in the descending order Combo offers, celebrity visit, lucky draw and games.
Consumers approached were asked if promotional offers help in making decision to
choose which retail mall to visit. By analyzing the responses most of the people
influences by offers and some were neutral about this question.
Consumers approached were asked to rank if advertisement influences them to select the
shopping malls. The rating scale comprised of Strongly agree, agree, neutral, disagree,
strongly disagree. From the tabulated data and pie chart depicted above and responses of
the consumers it is evident that most of the people agree with the question and also
instead of that a slightly higher number of respondents do not give much importance to
advertisement, its impact on their shopping decision was slightly lesser.
Consumers approached were asked if promotional offers influence them to switch over
from one mall to another the above pie chart shows that most of the people were neutral
about this question and 20% people were agree that they switch from one mall to another
mall on the basis of promotions/offers.

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SUGGESTIONS:After completion of study we found that promotional activity at shopping malls most
affect to customer. As per my point of view, I suggest that,
For attract more customer, shopping malls should conduct various promotional
activity.
They should use strong advertising media so that every shopper knows about
promotional activity.
In various promotional activities, price discount is most preferred by shopper so
shopping malls management is required to focus more on price discount.
Fast service also attracts the shopper to shopping malls, management should manage
this.

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CONCLUSIONS:Across the shopping malls where the research study was conducted, it was found that
four major factors drive the Indian shoppers towards shopping mall. It can be understood
that Indian shoppers give more importance to, price, offers, Customer care, and shopping
mall facilities. And also the shopping mall attributes to capture in the mind of Indian
shopper for selecting the shopping mall. Among various promotional tools evaluated, all
the promotional tools influence on different segment therefore, In spite of challenges,
sales promotion act as versatile weapon for marketing the product and service. Consumer
promotion has become a common practice for majority of the product and services.
Promotions technique has a long way to go in Indian retail industry market.

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Bibliography:Bibliography
http://www.managementparadise.com/forums/marketing-management.html
http://www.scribd.com/doc/51385041/consumers-buying-behavior-in-shopping-malls
http://www.consumerpsychologist.com/
http://www.scribd.com/doc/45195588/buying-decision-making-style-of-indian-shoppers
http://www.collinseducation.com/resources/aqaA2ul0web.pdf
http://www.merriam-webster.com/dictionary/mall
Nicholls, J.A.F.,Sydney, R., Sandipa, D.,Lucette, C.B.,1996. Relationship between
situational variables and Purchasing in India and the USA. International marketing
Review,13(6),6.
Gardner, D.H.,1972. An Exploratory Investigation of Achivement Motivation Effects on
Consumer Behaviour. In Venkatesan, A.(Ed.). Proceeding of Third Annual Conference,
Association of Consumer Research,20-23.

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Annexure

25

Questionnaire: -

Can I have your 2 mins plz.

1) Where do you prefer to shop the most?

a) Individual outlet

[ ]

b) Malls

2) Which retail mall you visit frequently?

a) Great India Palace
[ ]
c) Spice Mall
[ ]

[ ]

b) Centrestage mall [ ]
d) Shopprix Mall city

[ ]

3) Do the offers/promotions influence you to visit the retail mall more often?
Yes
[ ]
No
[ ]
4) Rank the following factor which influences you to visit the retail mall other than
Promotions/ offers? [Very High (5) High (4) Neutral (3) Low (2) Very Low (1)]
a) Quality [ ] b) Ambiance
[ ] c) Price [ ] d) Fast Service [ ]
5) Which type of promotional offers influences you the more?
a) Celebrity visit
[ ]
b) Discounts
[ ]
c) Lucky draw
[ ]
d) Games
[ ] e) Combo offers

[ ]

6) Rank the following offers depending on your preferences?

Rank from 1 to 5 Offers:- [Very High (5) High (4) Neutral (3) Low (2) Very Low (1)]
a) Price Discount [ ]
b) Food Coupon
[ ]
c) Gift Voucher
[ ]
d) Lucky draw
[ ]
e) Movie Combo
[ ]
7) How much do you think that the promotional activities help in making your decision to choose
which retail mall to visit?
To great Extent __ __ __ __ __ __ __ __ __ __ __Not much
1
2
3
4
5
1-Most dependent; 2- Dependent; 3- Neutral; 4- Very little dependent; 5- Does not affect
8) How would you think advertisement help you to select a retail malls
Rate the followings To Great extent__ __ __ __ __ __ __ __ __ __ Not much
1
2
3
4
5
Strongly agree-1; Agree-2; Neutral-3; Disagree-4; Strongly disagree-5
9) Are promotions/ offers are one of the major factors which influence you to switch over from
One mall to other?
To great extent__ __ __ __ __ __ __ __ __ __ __ Not much
1
2
3
4
5
Strongly agree-1; Agree-2; Neutral-3; Disagree-4; Strongly disagree-5
Gender: - Male [ ] Female [ ]; Age:- ___; Occupation:- ____________________

26