Project on Retailing

PROJECT REPORT ON
CONSUMER ATTITUDE TOWARDS SHOPPING MALLS
(A STUDY OF GURGAON CITY)
Submitted in the partial fulfillment of
Requirement for the degree of Master of Business Administration (2006-08)
Submitted To Controller of Examination M.D. University, Rohtak
Submitted By Gaurav Roll NO:-06/MBA/015
B.S. Anangpuria Institute of Technology and Management Alampur, Faridabad
1

ACKNOWLEDGEMENT
Theoretical knowledge stands nowhere and cant yield positive results until and un
less supplemented with the real practice and study of actual environment. Actual
ly it is the implementation of the theory in practice that makes real sense. Res
earch can not be claimed the work of single person. It is rather a team work. It
is the collective efforts of many persons involved. I want to express my gratit
ude to the persons involved in this project. Firstly I consider it to be my prim
ordial obligation to humbly offer my deepest sense of gratitude to my most rever
sed professor Mr. Narander Tanwar for the magnitude of his benevolence and etern
al guidance during the project tenure. Secondly, I express my heartiest feeling
to my friends who encouraged me and help me to result the project. Last, but not
least, the whole project might be incomplete without the cooperation of respond
ents concerned.

Project on Retailing
(GAURAV)
PREFACE
As a part of the MBA curriculum, a major project has to be undertaken in the 4th
semester on the above lines I have done my Major project on CONSUMER ATTITUDE TO
WARDS SHOPPING MALLS(A STUDY OF GURGAON CITY) . This report has been spit into tw
o major parts. First part A includes the general information about Reliance Mone
y and second part B Includes comparative analysis of different brokerage compani
es. it gave me an immense pleasure to undertake a project and provided me a lot
opportunity for learning. A have tried my level best to touch all important and
key aspect of the topic undertaken. I welcome the suggestions and the criticism
from the readers for the improvement of the dissertation report.
( GAURAV)
3

CERTFICATE
This is certified that Mr. GAURAV Roll no: 06/MBA/015 is student of MBA 4th seme
ster. He has done his project titled CONSUMER ATTITUDE TOWARDS SHOPPING MALLS unde
r my guidance and I found his work quite satisfactory. The project work is an or
iginal work and has not been submitted to any other university or college for an
y official purpose.
Project guide
HOD.Mgt studies
Principle/ Director

Project on Retailing
TABLE OF CONTENT
Acknowledgement Preface Introduction of Project Retailing in India Objective of
Study Research Methodology Collection of Data Data Analysis and Interpretation F
indings of the Study Advantage of Shopping malls Problem faced by Shopping malls
Conclusion Recommendation Bibliography
5

 Questionnaire
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 phenome
non could be estimated to be only about fifteen odd years old. One of the earlie
st 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 Primal in period around 2000-01. Crossroads then had the high
est 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 w
as new, and was a novelty for most Indian consumers. This led several visitors t
o the mall, but never converted to actual purchases, since most were visiting th
e place out of curiosity. However, the situation had changed drastically now. Ma
lls seem to be springing up across several cities in India. Notable among these
is Gurgaon, a upcoming city near Delhi. In India Shopping Malls industry is upco
ming industry in India. Today in India Shopping Mall industry is worth 17000 Cr.
Industry. In NCR (National Capital Region) Gurgaon is the most favorite place f
or the shopping malls. M.G. (Meharuli Gurgaon) Road is the place for all famous
shopping malls in Gurgaon. In NCR DLF, MGF, JMD, SAHARA, all big players are in
shopping mall industry. On M.G. Road Gurgaon MGF Group has two shopping malls in
operation MGF Metropolitan Mall, MGF Plaza, Sahara Group has its Sahara Mall an
d DLF Group has its City Centre. This project involves around the study of THE C
onsumer Behavior And Experience About Shopping Malls; A Comparative Study Of MGF

Project on Retailing
Plaza, Sahara Malls And Metropolitan Mall.. The methodology adopted to study the
project is through survey in Sahara, MGF and Metropolitan shopping malls on M.G.
Road, 150 consumers were surveyed. The survey is done through the personal inte
rviews by putting a set of structured questionnaire to the visitors of Shopping
Mall. Consumer purchasing power is the main factor, which determines their buyin
g behavior and brand of shopping malls. Shopping Malls are the places for the fu
n & entertainment, family outing, shopping and eatings. In shopping Malls age fac
tor is also one of the dominant factor in daily footfall. What I studied that in
different shopping malls different age group consumers come and they impact on
the buying behavior. Consumer who visits any shopping mall on M.G. Road almost c
omes to visit Sahara, Metropolitan and MGF shopping mall. In study of shopping m
alls I found after analysis that Metropolitan Mall is the best place for the fun
& Entertainment, eating and branded shopping. Metropolitan Mall is not a place
for the middle class.. Sahara Mall is good for the family shopping like househol
ds, apparels due to Big Bazaar and Pantaloon and good for the eating due to the
Haldirams. Sahara Mall is the only one mall on M.G. Road for the middle class. R
egarding the MGF PLAZA it is the place only for the home furnishings and essenti
al items for the family. It is the place both for the middle class and higher cl
ass. In my study all the consumers have visited all the three Shopping Malls and
they were of all age groups and all classes. In Metropolitan Mall, management s
hould think about the indoor games like bowling, snooker for the letting custome
rs spend more time in Mall. In Metropolitan Mall there should be a disco for the
complete fun and entertainment. In Sahara Mall, management should also think ab
out how to promote other stores except Big Bazaar. Make it like a Shopping mall
not like a Big Bazaar store. In MGF PLAZA there are basically home furnishing it
ems so the Management should think of plan to attract the young crowd in the Mal
l in order to make it a complete Mall for both shopping and entertainment. They
can open a Cinema hall to attract the crowd of all age group. With new shoppingmalls having become operational in many cities across
7

India, it is interesting to observe how the shopping-behaviour of consumers in t

he vicinity of these malls has changed and thereby draw some lessons that could
be of some use to the developers of hundreds of new malls that are currently und
er planning or construction across India.
INDIA A Vibrant Economy & Resplendent Market 4th Largest economy in PPP terms af
ter USA, China & Japan. To be the 3 rd largest economy in terms of GDP in next 5
years. 2 nd fastest growing economy in the world. The US $ 580 billion economy
grew 8.2 percent in the year 03-04 Among top 10 FDI destinations Stable Governme
nt with 2 nd stage reforms in place Growing Corporate Ethics (Labour laws, Child
Labour regulations, environmental protection lobby, intellectual and property r
ights, social responsibility). Major tax reforms including implementation of VAT
. US $ 130 billion investment plans in infrastructure in next 5 years 2nd Second
most attractive developing market, ahead of China 5th among the 30 emerging mar
kets for new retailers to enter
With over 600 million effective consumers by 2010 India to emerge as one of the
largest consumer markets of the world by 2010. 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

Project on Retailing

Rapid Evolution of New-age Young Indian Consumers Retail Space is no more a cons
traint 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 r
apidly than the initial years of starting up Most have regained / improved profi
tability after going through their respective learning curves. Malls in India A
decade ago not a single mall A year ago less than half a dozen Today 40 malls 2
years from now 300 malls
9

RETAILING IN INDIA
Despite being one of the largest employing industries in India and contributing
a significant portion to GDP, it still lacks a clear policy which would allow In
dian retail players to firmly establish themselves and enable them to face compe
tition on an equal footing. Indian retailing industry has made huge strides over
the last 10 years. The retail trade in India is expanding by 22 per cent per an
num with addition of 25 million middle class customers. Despite the recent boom
in the retail sector in India, organized retail forms only around 3 per cent of
the entire industry. Despite being one of the largest employing industries in In
dia and contributing a significant portion to GDP, it still lacks a clear policy
which would allow Indian retail players to firmly establish themselves and enab
le them to face competition on an equal footing. Large-format retailing in India
has added razzmataz to the urban shopping experience. The interesting part, how
ever, is how retailers are using modern management to turn profitable. For a whi
le, there was disappointment. What had promised to be an engaging Store Wars s
aga had ended up as just another beauty contest. A few glamorous mega-stores her
e and there, with people pausing to look them up and down, before getting back t
o their old shopping routines. . .at the round-the-corner kirana stores. Years a
nd years into liberalisation, it seemed as if big-format retailing would never c
ome to India. Well, guess what - things have started changing. Retailing, invest
ors have realized, can be good business proposition, if infused with cutting-edg
e management processes and strategies. Globally, retailing is big business, wort
h a staggering $6.6 trillion, according to a recent report published by McKinsey
Co. in partnership with the Confederation of Indian Industry (CII).

Project on Retailing
In India, the sector is the second-largest employer after agriculture, and is th
e world s most fragmented too. There are some 12 million retail outlets in India
(compared to 905,000 in the US), half of which are low -cost kiosks and pushcar
ts. In fact, if there is any sector that shows how starkly India differs from th
e West, it is the way Indians shop. The organised sector accounts for just 2 per
cent (and modern stores just 0.5 per cent) of the estimated $ 180-billion worth
of goods that are retailed in India every year. That total figure is the equiva
lent of the turnover of one single USbased chain: Wal-Mart. But it won t be that
way for long. The growth of high-income, time-starved nuclear families is prodd
ing change. More than a third of India s population is in the 20-44 age-group, s
ays Urvi Piramal, vice chairperson, Piramal Enterprises Ltd, who runs Crossroads
, a swanky mall in Mumbai that has become an island of glamour in a sea of greyi
ng concrete. "Attitudes are changing", she says, "and people are more exposed to
the world environment, where they see so many brands and so many different life
styles. They try to emulate that. Also, import restrictions will soon be lifted,
and the whole scene will change. People will want convenience and service". Bes
ides, Indian youth desperately need hangout places that satisfy their notion o
f a cool ambience. McKinsey expects the organised sector to be around $ 18 bil
lion (6 per cent of the retail market) by 2010, which could support at least a c
ouple of $450-million-plus chains in grocery retailing and some $250-million-plu
s chains in grocery retailing and some $250-million-plus stores in apparel, perh
aps even specialised categories like CDs and books. At the moment, more than hal
f the retail sales in India are groceries, which meet needs at the base of Masl
ow s hierarchy . " The investment wave has begun. Large format supermarkets are
coming up. Among centrally air-conditioned malls, Crossroads is the main test ca
se. Other than that, there is Chennai s Spencer Plaza and Delhi s Ansal Plaza. A
ll of them seem perpetually crowded. The result: some 50 new malls, making up ar
ound five billion sq. ft of fancy mall space, are currently under development ac
ross the country. More will follow. In all, around Rs. 3500 crore of investment
is being put in. Construction
11

firms form one set of players. The other are industrial houses such as the RPG a
nd Piramal groups, which are looking at the retail sector as a highgrowth area t
hat could create huge enterprises over the next decade. Other industrial houses
are getting ready for action too. This is one sector where local expertise count
s for a lot making it easier to compete with global businesses if and when they
are allowed in (foreign investment is not permitted in retail). WHERE IT STANDS
Retail sales in 1998 (in $ billion)
2500 2000 1500 1000 500 0
2325
365
337
325 China
180 India
USA
France
UK
Size of largest player (in $ million)
200000 150000 100000 50000 0
165000
24500 USA France
25505 737 UK China 140 India
Small store domination

Project on Retailing
12000
12000 10000 8000 6000 4000 2000 0
1179 INDIA MEXICO
1071 BRAZIL
905 USA
CURRENT SCENARIO
At present, foreign direct investment (FDI) in pure retailing is not permitted u
nder Indian law. In 1993, the then finance minister Dr Manmohan Singh had change
d the law to permit FDI in retail trade. Dairy Farm, a multinational corporation
entered India on that opening. But, the next finance minister, P Chidambaram, t
o curry favour with the Communists in the then United Front government, changed
the law again in 1996 to ban FDI in retail trade, but as with every Indian law t
here is a loophole by which foreign retailers can (and some do) operate in India
through local franchises. Now, in 2008, the new United Progressive Alliance gov
ernment is grappling with same question whether or not to permit FDI in retail t
rade, but with the same ministerial personnel in a Congress party musical chair
circus! India is today the only major economy that still does not permit FDI in
retail trade. In China, 35 of the world s top 70 retailers have already entered
and set up business. They have helped boost exports. Wal-Mart alone exported in
2002 about $12 billion worth of goods. These retailers source their goods from i
nside China.India is targeting for its GDP to grow by 8 to 10 per cent per year.
This requires raising the rate of investment as well as generating demand for t
he increased goods and services produced. An export is one way of generating tha
t demand. Encouraging private consumption expenditure is another way.
13

Both these can be facilitated by allowing market-savvy, market-intelligent and b

est management practices, through corporations such as Wal-Mart, Carrefour, Ahol
d, JC Penny, et cetera to enter India. These retail giant houses can bring their
better managerial practices and ITfriendly techniques to cut wastage and set up
integrated supply chains to gradually replace the presented disorganised and fr
agmented retail market. According to McKinsey, India wastes nearly Rs 50,000 cro
re in the food chain itself. These international retail outlets can help develop
the food processing industry which requires $28 billion of modern technology an
d infrastructure. As India s urbanisation grows, these modern food delivery syst
ems are required. Foreign companies want to come in, and we need their money and
techniques to prepare our transition to the inevitable globalised market of the
future. FDI in retail sector has been a key driver of productivity growth in Br
azil, Poland and Thailand. This has resulted in lower prices to the consumer, mo
re consumption and higher profit for the producer. FDI in retail trade has force
d the wholesalers and food processors to improve, raised exports, and triggered
growth by outsourcing supplies domestically. The availability of standardised pr
oducts has also boosted tourism in these countries.

Project on Retailing
OBJECTIVES OF THE RESEARCH STUDY
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 Objec
tives. An old age says, A problem well defined is half solved. To study the Consume
r behavior and experience about Shopping malls: A comparative study of among MGF
PLAZA, METROPOLITAN MALL AND SAHARA MALL at Gurgaon. Will be conducted with the
following objectives: 1. To study the motives of people visiting different Shopp
ing Malls. 2. To study the impact of promotional strategies on consumer buying b
ehaviors. 3. To study the frequency at which buyer visits different Shopping Mal
ls at Gurgaon.
15

Project on Retailing
RESEARCH METHODOLOGY
Research Plan: Research Plan is no specific for all types of research; it is dec
ided depending upon the nature of the problem. It can be Exploratory, Descriptive
or Causal. To study the Consumer Behavior and experience about Shopping Malls i
s a descriptive research. Designing a research plan calls for decisions on 1. Da
ta sources 2. Research Instruments 3. Sampling plan 4. Contact methods. Data Sou
rces: The research involves gathering Secondary as well as Primary data. Primary
data: A survey was conducted to gather primary data from the market here the ma
in emphasis will be given on the consumers to gather information as consumers ar
e the ones who decide the brand of any shopping mall and they are different from
each other on various aspects. It will help us to know their purchasing behavio
r in different shopping malls. They are the one who constitute the market and th
e target of the business. In Shopping Malls Industry until and unless we have th
e knowledge of consumer buying behavior and where they spend the most and what t
hey think about the mall cannot increase the footfall and conversion ratio. Seco
ndary data: Secondary data regarding foot falls in shopping mall, buying pattern
and other related was collected from the internet and mall management itself.
17

Research Instrument In marketing research the main research instrument used in c

ollecting primary data is the Questionnaire. For this research a set of question
naire was used to gather information on the consumer buying behavior and their p
erception towards the shopping malls. The questionnaire had both open ended and
close ended. Sample Plan The Sample Plan calls for three decision Sampling Unit,
Sample Size, Sampling Procedure CONSUMER SURVEY: Sample Unit: Consumers. Sample
Size: 150 1. MGF Metropolitan Mall 50 2. Sahara Mall 50 3 MGF Plazas 50 Total 1
50 RETAILER SURVEY: Sample Size: 50 Sample Procedure: (Random Sampling) Non-prob
ability Convinces Sample is adopted i.e. the most accessible members of the popu
lation are randomly selected.

Project on Retailing
CONTACT METHOD: The best-suited method for this kind of survey is Personal Inter
view. Through this method of conducting research more questions can be asked and
it helps in collecting additional information.
COLLECTION OF DATA
DATA COLLECTION:To bring the practicality into study work there is need of colle
ction of data, now here question arise.
How to collect the data? What will be th
e nature of data? The answer is as follow. Data Sources: The research involves g
athering Secondary as well as Primary data. Primary data: A survey was conducted
to gather primary data from the market here the main emphasis will be given on
the consumers to gather information as consumers are the ones who decide the bra
nd of any shopping mall and they are different from each other on various aspect
s. It will help us to know their purchasing behavior in different shopping malls
. 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 buyin
g behavior and where they spend the most and what they think about the mall cann
ot increase the footfall and conversion ratio. Secondary data: Secondary data re
garding foot falls in shopping mall,
19

buying pattern and other related was collected from the internet and mall manage
ment itself.

Project on Retailing
Research Instrument In marketing research the main research instrument used in c
ollecting primary data is the Questionnaire. For this research a set of question
naire was used to gather information on the consumer buying behavior and their p
erception towards the shopping malls. The questionnaire had both open ended and
close ended. DATA ANALYSIS:-Data is analyzed by using:1. HISTOGRAMS 2. PIE CHART
S Average also used to analyze the data. The weighted average score ahs been use
d to calculate importance of a factor and also to know the most preferred factor
the customers. The data is also analyzed with the help of the graphs. STATISTIC
AL PLAN Data collection through survey was analyzed with the help of simple perc
entage tabular & graphic method that includes both graphs &pie charts.
Sample Plan The Sample Plan calls for three decision Sampling Unit, Sample Size,
Sampling Procedure CONSUMER SURVEY: Sample Unit: Consumers. Sample Size: 150
21

1. MGF Metropolitan Mall 50 2. Sahara Mall 50 3 MGF Plazas 50 Total 150 RETAILER
SURVEY: Sample Size: 50 Sample Procedure: (Random Sampling) Non-probability Con
vinces Sample is adopted i.e. the most accessible members of the population are
randomly selected. CONTACT METHOD: The best-suited method for this kind of surve
y is Personal Interview. Through this method of conducting research more questio
ns can be asked and it helps in collecting additional information.

Project on Retailing
Data Analysis and Interpretation
Do you agree that there is trend towards organized retail in India? YES 50 NO
50 40 30 20 10 0 YES NO
Do you think large organized retailers would be controlling a substantial portio
n of the retail trade ? YES 50 NO 23

50 40 30 20 10 0 YES NO

Project on Retailing
How o you perceive the development of Shopping malls in Delhi and NCR Region? HE
ALTHY TREND 45 UNHEALTHY TREND 5
45 40 35 30 25 20 15 10 5 0
Healthy Trend
Unhealthy Trend
What according to you is the purpose of the customers visit to the Shopping Mall
s? Purpose Food and Beverages Music and Entertainment Life style products Latest
Fashion and Clothing Choosing gifts Consumer Durable Yes 5 8 45 50 10 38 40 12
No 45 42 5
25

50 40 30 20 10 0 Yes No Food and Beverage s M usic and Entertainme nt Life style

products Latest Fashion and Clothing Choosing gifts Consume r Durable

Project on Retailing
What according to you are the reasons for buying at that particular shopping mal
l (Please rank them in order of preference?)
27

Nearness to house/locality Good range available Friendly shopkeeper/ good relati

ons Good ambience Good bargain
1 5 2 3 4
5 4 3 2 1 0 1
5 4 3 2
Ne arness to house/locality Good range av ailable Friendly shopkeeper/ good rela
tions Good ambie nce Good bargain
Rank (1-6) the following factors, which influence the customer purchase decision
at a shopping mall. Price 5 Brand Location of Mall Parking At Outlet/Mall Appea
ling Ambience Advice from acquaintances
6 5 4 3 2 1
6 4 3 2 1
6 4 2 0
Price Brand Location of M all Parking At Outlet/Mall Appe aling Ambience 3-D Col
umn 6

Project on Retailing
Do shopping malls have the following advantages? Time Factor Discount schemes Ad
equate parking space Individual sections for all categories Good shopping experi
ence in better place with convenience and variety. Organized shops with internat
ional ambience &air condition all-around. Yes 32 48 32 50 39 No 18 2 18 11
50
50 40 30 20 10 0 32
48 32
50 39
50
18 2 Yes
Time Factor Discount schemes Adequate parking space
18 11 0 No 0
Individual sections for all categories Good shopping experience in better place
with convenience and variety. Organized shops with international ambience &air c
ondition all-around.
29

Do you think India has a potential in the Retail industry? YES 50 NO

50 40 30 20 10 0 YES NO
Do you think that organized retail will provide many opportunities both to exist
ing players as well as new entrants? YES 50 NO 50 40 30 20 10 0 YES NO

Project on Retailing
Do you think India is prepared for open competition? YES 50 NO 50 40 30 20 10 0 YES NO
31

ANALYSIS OF CONSUMER BEHAVIOUR IN SHOPING MALLS CONSUMER BUYING BEHAVIOUR IN MET

ROPOLITIAN MALL 1. Age group in Metropolitan mall. The visitors of Metropolitan
Mall are almost of all age group, the maximum no. of visitors is in the age grou
p of 20-25 and 25-35, followed by below 20 yrs and 35 yrs and above.
age group in metropolitan mall
35
50 Below 20 yrs. 20-25 yrs. 25-35 yrs. 90 35 yrs.& above
90
2. Category of consumers in the age group of below 20 years. The categories of c
onsumers who are below the age group of 20 years are either the students (70%) o
r the visitors who are working (30%) i.e. it includes all the undergraduates.

Project on Retailing
30% 0% 0%
0%
STUDENT BUSINESS PROFESSSION 70% SERVICES HOMEMAKERS
33

3. Frequency of visit to the mall of below 20 yrs.consumers. The frequency of vi

sit to visit the Mall among below 20 yrs of consumers is mostly once in a week (
70%) followed by everyday (10%) and twice in a week (10%)
10% 10%
10% Everyday Once in a week Twice in a week Any other 70%
4. Purpose to come to shopping mall of age group below 20yrs. The main purpose t
o visit the Shopping Mall among teens include fun and entertainment (80%) follow
ed by eating (10%) and shopping (10%).
10% 0%
10%
Fun & E ntertainm ent Fam ily Outing S hopping 80% E atings

Project on Retailing
5 .Annual Household Income in the age group below 20 yrs. The annual household i
ncome of teens include 2-5 lakhs (80%) followed by 5-10 lakhs (10%) and below 2
lakhs (10%) (Most of them are dependent upon their parents)
10% 0% 10%
Below Rs.2Lakhs Rs.2-5Lakhs Rs. 5-10Lakhs Rs. 10Lakhs & Above
80%
6. Spend per visit in shopping mall in the below 20 yrs. The per visit spending
in the Metropolitan Mall include Rs. 200-500(60%) followed by Rs. 500-2500(30%0
and below Rs. 200 (10%)
30%
0% 10%
Up to Rs. 200 Rs.200-500 Rs.500-2500
60%
Rs.2500 & Above
35

7 .Sectors on which they spend the most below 20yrs. Consumers. The sectors on w
hich the teens spend the most include music and entertainment (80%) followed by f
ood and beverages (10%) and apparels (10%).
Apparels 0% 0% 10% 10% 0% 80% Food & Beverages Beauty Products Music & Entertain
ment Gifts & Watches Sportswear
8. Favorite shopping mall of consumers The favorite Shopping Mall in M.G. Road i
s Metropolitan Mall (90%), followed by Sahara Mall (10%) and MGF PLAZA is not at
all liked by the youths.
10%
0% Metropolitan Mall Sahara Mall MGF Plaza 90%

Project on Retailing
CONSUMERS BETWEEN THE AGE GROUP OF 20-25 1. Category of consumers of age group 2
0 25 yrs. The category of consumers visiting Shopping Mall in the age group of 2
025 years includes the Professional (39%), followed by Students (33%) and servic
e class (22%) and Business class (6%).
22%
0%
Student 33% Business Professional Services Homemaker
39%
6%
2. How often they come to shopping mall. The frequency of their visit to Shoppin
g Mall is once in a week (66%) followed by Twice in a week (17%) and every day(1
1%).
17%
6%
11%
Everyday Once in a w eek Tw ice in a w eek
66%
Any other
37

3. Purpose to come to shopping mall. Their purpose to visit Shopping Mall includ
e fun and entertainment (56%) followed by eating (33%) and shopping (11%).
Shopping 33% 0% 11% Fun & Entertainment Eating 56% Family Outing
4. Annual households income. The annual house hold income includes 2- 5 lakhs (71
%) followed by below 2 lakhs (17%) and 5-10 lakhs (6%), 10 lakhs and above (6%)
Below 2 lakhs 6% 6% 17% 2- 5 lakhs 5 - 10 lakhs 71% Rs. 10 lakhs & above

Project on Retailing
5. Spend per visit in shopping mall. Their per visit spend includes Rs. 200-500
(66%) followed by Rs.5002500 (22%) and Rs. 2500 and above (6%) and up to Rs.200
(6%)
22%
6%
6%
Up to Rs.200 Rs.200-500 Rs.500-2500 66% Rs.2500 & Above
6. Categories on them spend the most. They spend mostly on music and entertainme
nt (66%) followed by food and beverages (16%), gift and watches (6%) and apparel
s (6%)
Apparels 6% 6% 6% Food & Beverages 16% Music & Entertainment 66% Sportswear Gift
s & W atches
39

7. Favorite shopping mall of consumers Their favorite Shopping Mall is Metropoli

tan Mall (78%), followed by Sahara Mall and MGF Mall (11%)
11%
11%
Metropolitan Mall Sahara Mall 78% MGF Plaza

Project on Retailing
CATEGORY OF CONSUMERS AGE GROUP OF 25-35 1 . Category of the consumers age group
between 25 35 yrs. The category of consumers in the age group between 25-35 yrs
include Professional (39%), followed by Services(33%) ,Home maker(17%),and Busin
ess(11%)
17%
0% 11% Student Business Professional 39% Services Homemaker
33%
2. How often they come to shopping mall. They often visit shopping mall once in
a week (77%), followed by twice in a week (17%)
17% 6%
0%
Everyday Once in a week Twice in a week 77% Other
41

3. Annual households income. The annual household income is 2-5 lakhs (61%) follo
wed by 5-10 lakhs (17%) and below 2 lakhs (11%) and Rs.10 lakhs and above (11%)
Below 2 lakhs 11% 17% 11% 2-5 lakhs 5-10 lakhs 61% Rs. 10 lakhs and above
4. Spend per visit in shopping mall. Their per visit spend is Rs.500-2500 (50%),
followed by Rs.200500(44%), Rs. 2500&above (6%)
Up to Rs.200 6% 50% 0% 44% Rs.200-500 Rs.500-2500 Rs.2500 & Above

Project on Retailing
5. Favorite shopping mall of consumers Their favorite shopping mall is Metropoli
tan Mall (83%), followed by Sahara Mall (11%) and MGF Mall (6%)
11%
6%
Metropolitan Mall Sahara Mall 83% MGF Plaza
43

CONSUMERS IN AGE GROUP OF 35 AND ABOVE 1. Category of consumers age group 35 and
above. The category of consumers in the age group of 35 and above include servic
e class (58%), followed by homemakers(14%), professional (14%) and business clas
s(14%)
14%
0%
14% 14%
Student Business Professional Services
58%
Homemaker
2. How often they come to shopping mall. Their frequency of visit includes once
in a week (14%) and unscheduled visit (86%)
0%
14% 0% Everyday Once in a week Twice in a week Other
86%

Project on Retailing
3. Purpose to come to shopping mall. Their purpose to visit shopping mall includ
e fun and entertainment(3%) , followed by eating(25%) ,shopping (20%)and family
outing(15%0 Purpose to come to shopping Mall
Shopping Fun & Entertainment Eating Family Outing
15
20
25 30
4. Annual household income. Their annual household income includes 2-5 lakhs (71
%) followed by 510 lakhs (29%)
0% 29% 0%
Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs 71% Rs. 10 lakhs & above
45

5. Spend per visit in shopping mall. Their per visit spend includes Rs.200-500(4
3%), followed by Rs.5002500(29%) and Rs.200 (14%) and Rs.2500 &above (14%)
14%
14%
Up to Rs.200 Rs.200-500 Rs.500-2500
29%
43%
Rs.2500 & Above
6. Favorite shopping mall of consumers Their favorite shopping mall is Sahara Ma
ll (42%) followed by Metropolitan Mall (29%) and MGF Mall(29%)
29%
29%
Metropolitan Mall Sahara Mall MGF Plaza
42%

Project on Retailing
CONSUMER BUYING BEHAVIOR IN SAHARA MALL 1. Age group of consumers in Sahara Mall
. The age group of consumer includes 35yrs and above (47%), 25-35 yrs (32%) foll
owed by 20-25(13%) and below 20 yrs (8%).
age group
8% 47%
13%
Below 20 yrs. 20-25 yrs. 25-35 yrs.
32%
35 yrs.& above
2. Category of consumers in Sahara Mall. The category of consumers in Sahara Mal
l include homemakers (47%) Professionals (19%) , services(19%) ,business class(9
%) and students(6%)
Category of consumers
6% 47%
9% 19%
Student Business Professional Services Homemaker
19%
47

CATEGORY OF CONSUMERS HOME MAKERS (35 YRS AND ABOVE) 1. How often Homemaker visi
t the Sahara mall. Their frequency of visit to Mall is mostly unplanned (60%) fo
llowed by once in a week (28%) and twice in a week (12%)
0%
28%
Everyday Once in a week Twice in a week Other
60%
12%
2. Homemakers annual Households Income. The annual house hold income of the home
makers is 2-5lakhs (60%), 5-10lakhs (20%) and below 2 lakhs and Rs10 lakhs and a
bove
Below 2 lakhs 20% 8% 12% 2- 5 lakhs 5 - 10 lakhs 60% Rs. 10 lakhs & above

Project on Retailing
3. Homemakers how much spend in Sahara Mall. Their per visit spending in Mall in
clude Rs. 500-2500, followed by Rs.2500 and above, Rs.200-500 and up to Rs.200
Category of consumers
25
10
15
Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
75
4. On which sector households spends the most. The households spend mostly on ho
usehold items (72%) followed by Apparels(20%) and food and beverages(10%)
0%
20% 8%
A pparels F ood & B everages Hous eholds S ports wear
72%
49

5. What attracts them to come to shopping mall The homemakers are attracted to c
ome to Mall due to the discount schemes (80%), followed by ambience and faciliti
es (12%) and branded shops (8%)
Branded Shops 12% 0% 8% Discount Schemes Ambience & Facilities Entertainment
80%
6. Favorite shopping mall of homemakers. The favorite Shopping Mall of homemaker
s is Sahara (68%), followed by MGF Plaza (20%) and Metropolitan (12%)
20%
12%
M etropolitan M all S ahara M all M G F P laz a
68%

Project on Retailing
CATEGORY OF CONSUMERS (SERVICES(25-35 YRS) 1. How often Consumers (Services) vis
it the Sahara mall. The service class visits the mall once in a week (70%), twic
e in a week (20%) and unscheduled visit (10%)
20% 10%
0%
Everyday Once in a week Twice in a week 70% Other
2. Services consumers how much spend in Sahara Mall. Their per visit spend is Rs
. 500-2500(60%), Rs. 200-500 (30%) and Rs.2500 &above
Up to Rs.200
10% 0% 30%
Rs.200-500 Rs.500-2500
60%
Rs.2500 & Above
51

3. On which sector service consumers spend the most. They spend mostly on Househ
old products (80%) followed by food and beverages (10%) and apparels (10%)
10%
10%
Apparels Food & Beverages Households
80%
4. Favorite shopping mall of Services Consumers. Their favorite Shopping Mall is
Metropolitan (64%) followed by Sahara (27%) and MGF Plaza (9%)
Favourite shopping mall
9%
27% 64%
Metropolitan Mall Sahara Mall MGF Plaza

Project on Retailing
CATEGORY OF CONSUMERS (PROFESSIONALS) 1. On which sector professional consumers
spend the most. The Professionals spend mostly on households (70%), Apparels (20
%) and food and beverages (10%)
20% Apparels 10% 70% Food & Beverages Households
2. Professionals how much spend in Sahara Mall. Their spending per visit include
Rs.500-2500(60%), Rs.200500(30%), followed by Rs.2500& above (10%)
53

Up to Rs.200
10% 0% 30%
Rs.200-500 Rs.500-2500
60%
Rs.2500 & Above
3. Annual household income of professionals. Their annual household income inclu
de 2-5 lakhs (70%), 5-10 lakhs (30%)
0% 30% 0%
Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs 70% Rs. 10 lakhs & above
4. How often professionals visit Sahara Mall. Their visit to Shopping mall is mo
stly unscheduled (80%), followed by once (10%) and twice in week (10%)

Project on Retailing
0% 10%
10%
E ve ry d a y O n c e in a w e e k Tw ic e in a w e e k O th e r
80%
5 . Favorite shopping mall of Professionals. Their favorite shopping mall is Met
ropolitan, followed by Sahara and MGF Plaza
Favourite shopping mall
5 10
Metropolitan Mall Sahara Mall 35 MGF Plaza
55

Project on Retailing
CATEGORIES OF CONSUMERS (BUSINESS CLASS) 1. On which sector Business class consu
mers spend the most. The business class spends mostly on Households (40%), appar
els (40%) and food& beverages (20%)
20% 40% A p p a re ls F o o d & B e ve ra g e s H o u s e h o ld s 40%
a. How often they come (Business Class) come to shopping mall. Their visit to sh
opping mall is unscheduled (80%), followed by once in a week(20%)
0%
20% 0%
Everyday Once in a week Twice in a week Other
80%
57

Project on Retailing
3. Annual household income of Business Class consumers. The annual household inc
ome is 5-10 lakhs (60%), followed by 2-5 lakhs
0% 0% 40% 60%
Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above
4. Business class consumers how much spend in Sahara Mall. Their per visit spend
is Rs.500-2500 (80%), and Rs.2500 & above (20%)
0% 20% 0% Up to Rs.200 Rs.200-500 Rs.500-2500 80% Rs.2500 & Above
59

5. Favorite shopping mall of Business class Consumers. Their favorite shopping m

all is Metropolitan (60%), Sahara mall (20%) and MGF Plaza (20%)
20%
Metropolitan Mall Sahara Mall 60%
20%
MGF Plaza

Project on Retailing
CATEGORY OF CONSUMERS (STUDENTS )
1. How often students visit the Sahara Mall. The students visiting the Sahara Ma
ll is unplanned (100%)
0% 0% 0% Everyday Once in a week Twice in a week 100% Other
2. Student consumers how much spend in Sahara Mall. The students per visit spend
to Mall is Rs.500-2500(67%), followed by Rs. 200-500(33%)
0% 0% 33% U p to R s .200 R s .200-500 R s .500-2500 67% R s .2500 & A bove
61

Project on Retailing
3. Annual household income of student consumers. The annual household income of
students is 2-5 lakhs (67%), followed by 5-10 lakhs (33%)
0% 33% 0% B elow 2 lak hs 2- 5 lak hs 5 - 10 lak hs 67% Rs . 10 lak hs & above
4.
On which sector students consumers spend the most.
The students spend mostly on Apparels (67%), and Food and beverages (33%)
33%
0% Apparels Food & Beverages 67% Households
63

a. Students favorite shopping mall. The favorite shopping mall of students is Met
ropolitan Mall (100%)
0% 0% Metropolitan Mall Sahara Mall 100% MGF Plaza

Project on Retailing
CONSUMER BUYING BEHAVIOR IN MGF PLAZA 1. Age group of consumers in MGF Plaza. Th
e age group of consumers in MGF Plaza is 35 yrs and above (56%), 25-35 yrs (37%)
and 20-25 yrs (5%), below 20 yrs (2%)
Age Group
Below 20 yrs. 2% 5% 37% 20-25 yrs. 25-35 yrs. 56% 35 & Above
2. Category of consumers in MGF Plaza. The category of consumers is homemakers (
54%), business class (23%), and professionals (12%). Services (9%) and students
(2%)
65

Category
2%
23%
Student Business Professional Services Homemaker
54% 9%
12%

Project on Retailing
CATEGORY OF CONSUMERS (HOME MAKERS) 1. How much Homemakers spend in the MGF Plaz
a. The homemakers per visit spend is Rs. 2500 & above (74%), Rs. 500-2500(22%) a
nd Rs. 200-500(4%)
0% 4% 22% Up to Rs.200 Rs.200-500 Rs.500-2500 74% Rs.2500 & Above
2. On which sector homemaker consumers spend the most. The homemakers spend most
ly on Home furnishing (78%),electronic items(22%)
22%
0% Home furnishing Electronic Items 78% Food & Beverages
67

3. Annual household income of homemaker consumers. Their annual household income

is Rs. 10 lakhs & above (44%), 5-10 lakhs(39%) and 2-5 lakhs(17%)
Below 2 lakhs 17% 0% 44% 2- 5 lakhs 5 - 10 lakhs 39% Rs. 10 lakhs & above
4. How often homemakers visit the shopping mall. The homemakers visit to shoppin
g mall is unscheduled (87%) and once in a week (13%)
0%
13% 0% Everyday Once in a week Twice in a week Other
87%

Project on Retailing
5. Homemakers favorite shopping mall . The favorite shopping mall of homemakers i
s Sahara (76%), Metropolitan (19%) and Mgf Plaza (5%)
19%
5% Metropolitan Mall Sahara Mall MGF Plaza 76%
69

CATEGORY OF CONSUMERS (BUSINESS CLASS) 1. How much Business class consumers spen
d in the MGF Plaza. The business class per visit spending is Rs.2500&above (50%)
, Rs.500-2500(50%)
0% 0% 50% 50% Up to Rs .200 Rs .200-500 Rs .500-2500 Rs .2500 & A bove
2. On which sector business class consumers spend the most. The business class s
pends mostly on home furnishing (35.70%), electronic items (15.30%)

Project on Retailing
15, 30%
0, 0%
Hom e furnis hing E lec tronic Item s 35, 70% F ood & B everages
71

3. Annual household income of business class consumers. The annual household inc
ome of business class is 2-5 lakhs (50%), 5-10 lakhs (30%), 10 lakhs and above
20%
0% B e lo w 2 la k h s 2 - 5 la k h s 50% 5 - 1 0 la k h s R s . 1 0 la k h s &
a b o ve
30%
4. How often business class consumers visit the mall. Their visit to shopping ma
ll is often unplanned(90%) , followed by once in a week(10%)
0%
10% 0% Everyday Once in a week Twice in a week Other
90%

Project on Retailing
5. Business class favorite shopping mall . Their favorite shopping mall is Metro
politan(25.50%) , followed by Sahara (15.30)and Mgf Plaza(10.20%)
10, 20% 25, 50% Metropolitan Mall Sahara Mall MGF Plaza
15, 30%
73

CATEGORY OF CONSUMERS (PROFESSIONALS)

1. How much professionals consumers spend in the MGF Plaza. Professionals per vi
sit spend in mall include Rs.500-2500 (80%), followed by Rs.2500& above (20%)
0% 20% 0% Up to Rs.200 Rs.200-500 Rs.500-2500 80% Rs.2500 & Above
2. How often professional consumers visit the mall. The professionals visiting m
all is mostly unplanned (80%), followed by once in a week (20%)
0%
20% 0%
Everyday Once in a week Twice in a week Other
80%

Project on Retailing
3. Annual household income of professional consumers. Their annual household inc
ome is 2-5 lakhs (80%), 5-10 lakhs (20%)
0% 20% 0% Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs 80% Rs. 10 lakhs & above
4. On which sector professional consumers spend the most. The professionals spen
d mostly on home furnishing (20.80%), followed by electronic items (5.20%)
5, 20%
0, 0% Home furnishing 20, 80% Electronic Items Food & Beverages
75

5. Professionals favorite shopping mall. Their favorite Shopping mall is Metropol

itan (20.80%), MGF Plaza (3.12%), and Sahara mall (2.8%)
3, 12% 2, 8% 20, 80% Metropolitan Mall Sahara Mall MGF Plaza

Project on Retailing
CATEGORY OF CONSUMERS (SERVICE CLASS) 1. How often service consumers visit the m
all. The service class consumers visit the mall in an unplanned way when ever th
ey are getting time for it (100%)
0% E ve ry d a y O n c e in a w e e k Tw ic e in a w e e k O th er 100%
2. On which sector services consumers spend the most. The service consumers spen
d mostly on home furnishing(10.50%) and electronic items(10.50%)
0, 0% 10, 50% 10, 50% Hom e furnis hing Electronic Item s Food & Beverages
77

3. Annual household income of services consumers. The annual household income of

service consumers is 2-5 lakhs(50%) and 5-10 lakhs(50%)
0% 0% 50% 50%
Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above
4. Service class consumers favorite shopping mall. Their favorite shopping mall i
s Sahara(50%0 followed by MGF Plaza(40%) and Metropolitan Mall(10%)
10% 40% 50% Metropolitan Mall Sahara Mall MGF Plaza

Project on Retailing
CATEGORY OF CONSUMERS (STUDENTS) 1. How much student class spends in the MGF Pla
za? The students spend on their per visit on Shopping Mall is Rs. 200500(100%)
0% 0% 0% Up to Rs.200 Rs.200-500 Rs.500-2500 100% Rs.2500 & Above
2. On which sector student consumers spend the most. The students spend mostly o
n Food and beverages (100%)
0% 0% Home furnishing Electronic Items 100% Food & Beverages
79

3. How often student consumers visit the mall. The students visit the Shopping M
all is totally unplanned as they dont prefer to visit often MGF Plaza (100%)
0% 0% 0% Everyday Once in a week Twice in a week 100% Other
4.
Student consumers favorite shopping mall . The favorite Shopping Mall of students
is Metropolitan Mall
0% 0% Metropolitan Mall Sahara Mall 100% MGF Plaza

Project on Retailing
ANALYSIS OF CONSUMERS EXPERIENCE IN SHOPING MALLS CONSUMERS EXPERIENCE IN METROPOL
ITAN MALL
1. What brand image do you have of Metropolitan Mall? The brand image of Metropo
litan Mall is of PVR (47%) followed by Metropolitan (22%), Shoppers stop (21%).
Mc Donald (10%)
10% 21% 47% 22%
PVR Metropolitan Mall Shoppers Stops Mc Donald
2. Perception of Metropolitan Mall as a Brand. The perception of Metropolitan Ma
ll as a brand is of good entertainment place (63%), followed by good eating plac
e (28%), and good place for family shopping (9%)
81

Good Eating Place 28% Good place for family shopping Good entertainment place
63%
9%
a. What factors attracts to come to shopping mall. The factors that attract the
visitors are fun and entertainment (56%), followed by branded shops (19%), sales
(8%) and service and facilities (17%)
19% 8% 56% B ra n d e d S h o p s S a le s 17% S e rvic e s & F a c ilit ie s F
un & E n t e rt a in m e n t
4.
What motivates the consumer to the shopping mall?
The consumers are motivated to visit shopping mall is through friends and relati
ves (57%), followed by self motivation (19%), promotional activities (11%), and
advertisements (11%)

Project on Retailing
19% 11% 57% 13% Self Motivation Advertisements Promotional Activities Friends &
Relatives
CONSUMERS EXPERIENCE IN SAHARA MALL 1. Brand image of Sahara Mall in consumers? T
he brand image is of Big bazaar (56%), followed by Sahara mall (38%), Pantaloons
(4%) and Haldiram (2%0
38% 56% Big Bazaar Haldirams Pantaloons Sahara Mall
4% 2%
2. Perception of consumers of Sahara Mall as a Brand. The perception of consumer
s about this mall is middle class
mall(56%) followed by family shopping mal(38%)l and good eating
83

place(6%)
6% 38% 56%
G ood eating plac e M iddle C las s m all F am ily s hopping m all
3.
What factors attracts to come to shopping mall.
The factors that attract the customers to visit the mall are sales(63%) followed
by food and entertainment(19%) , services and facilities (9%)and branded shops(
9%)
19% 9%
9%
Branded Shops Sales Services & Facilities Food & Entertainment
63%
3. What motivates the consumer to the shopping mall? The motivation to visit the
by shopping mall are friends and and the
realtives(56%),
followed
advertisements
(38%)

Project on Retailing
promotional activities(6%)
S elf M otivation 0% 38% 56% 6% A dvertis em ents P rom otional A c tivities F r
iends & Relatives
85

CONSUMERS EXPERIENCE IN MGF PLAZA 1. Brand image of MGF Plaza in consumers? The b
rand image of MGF Plaza is of MGF Arcus (70%), followed by MGF Plaza (23%) and c
omplete home furnishing Mall(7%)
7%
23%
M G F P la z a M G F A rc u s C o m p le t e H o m e fu rn is h in g M a ll
70%
2. Perception of consumers of MGF Plaza as a Brand. The perception of consumers
of Mgf Plaza as a brand is a family shopping mall(90%), followed by good eating
place(7%)
7% 0% Good eating place Good Place for fun Fam ily shopping mall 93%

Project on Retailing
3. What factors attracts to come to shopping mall. The factors that attract the
most to visitors are Home furnishing items (69%), followed by branded shops (12%
) and services and facilites(12%)
Branded Shops 12% 7% 12% Home furnishing Items Services & Facilities Food & Ente
rtainment
69%
4. What motivates the consumer to the shopping mall? The motivation of the consu
mers to visit shopping mall is friends and relatives (81%), followed by advertis
ements (7%) and promotional activities(7%) and self motivation(5%)
Self Motivation 5% 7% 7% Advertisements Promotional Activities Friends & Relativ
es
81%
87

FINDINGS OF THE STUDY

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 alm
ost 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 between the Rs.2-10 Lakhs. Consumers in shopping mall accepted that Metropo
litan Malls the best shopping mall on M.G.Road in Gurgaon CONSUMER BUYING BEHAVI
OR IN METROPOLITAN MALL 1. Consumers usually spend their money on Food,
entertainment, Apperals, 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 spe
nd money between 500 2500 and more then Rs. 2500. 4. Consumers in mall come to t
he mall either once in a week or twice in a week. 5. Consumers in Mall either st
udents or in services or
professionals in the maximum numbers. CONSUMERS EXPERIENCE IN METROPOLITAN MALL 1
. Consumers in mall mostly know mall as PVR, Shoppers Stop and Metropolitan Mall
. 2. Consumers in mall are mostly Brand oriented regarding any

Project on Retailing
thing. 3. Consumers accept that this mall is the best place for the fun & entert
ainment and good food joint. 4. Consumers mostly motivates to come to the shoppin
g mall by friends and relatives. FINDINGS IN SAHARA MALL Consumers in Sahara mal
l were mostly in the age group among 2535 and 35 and above. In consumers the num
bers of Homemakers and Services and professionals were in the maximum numbers. C
onsumer visits the mall generally the mall 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 influence by the Discounting schemes, and for the entert
ainment. The annual house holds income between 2 10 lakhs. CONSUMER BUYING BEHAV
IOR IN SAHARA MALL Consumers in mall come for the house holds shopping. Consumer
s come to the mall mostly homemakers and service class. According to them Sahara
Mall is the best for the middle class.
CONSUMERS EXPERIENCE IN SAHARA MALL 1. As a brand the Sahara Mall is famous
l fore the middle class due to the Big Bazaar. 2. Big Bazaar, Pantaloon, and
diram is the most popular among the consumers 3. The popular brands also the
diram and the Pantaloon. 4. Sales and discount schemes attracts them to come
the
89

a mal
Hal
Hal
to

mall. FINDINGS IN MGF PLAZA MGF Plaza is preferred by the consumers in the age g
roup of 25-35 years and above. Consumers were homemakers, businesspersons and pr
ofessionals. They come to the mall for home furnishing items and electronics ite
ms. They spend in the shopping mall more then Rs. 2500 and above. Consumers in m
all were brand oriented and only purchase the branded products. CONSUMER BUYING
BEHAVIOR IN MGF PLAZA 1. Consumers come for the purchase the branded electronic
items and home furnishing items. 2. Consumers in the mall were the only serious
buyers and dont come for the entertainment. 3. Consumers spends the money more th
en Rs. 2500 CONSUMERS EXPERIENCE IN MGF MALL 1. The MGF Arcus brand attracts cons
umers in the mall. 2. Consumers were also come due to the Branded shops like Ele
ctrolux, Philpes and LG electronics. 3. As a brand in shopping malls consumers s
aid that Plaza is the best for all necessary home items like electronics and fur
niture. RESEARCH FINDINGS OF 150 CONSUMERS ANALYSIS 1. Metropolitan Mall is very
famous in the age group consumers of 20 35 yrs. 2. Due to PVR and ambience it is
the best place for the entertainment and fun.

Project on Retailing
3. Due to good food joints Metropolitan Mall is the best place for the eatings 4.
Sahara mall due to Big Bazaar very famous among the homemakers and services cla
ss consumers. 5. Shoppers stops in Metropolitan Mall are famous then the Pantaloo
n in Sahara mall in the youths. 6. MGF Plaza is only famous for the home furnish
ing and electronic items. 7. In MGF Plaza only very few youths come as compare t
o Metropolitan Mall and Sahara mall. 8. MGF Plaza is a complete place for the ho
me products.
ADVANTAGES OF SHOPPING MALLS
Time Factor: As consumers get one stop shopping for their entire daily needs; it
cuts down on their time, money and energy. One stop shopping is very convenient
for them especially when they have less time to spend on shopping. Discount sch
emes: on their bulk purchases they receive good discounts so they prefer shoppin
g from shopping mal Fun and entertainment and the varieties offered by shopping
malls. Adequate parking space: especially for four wheelers. Kids section: custo
mers can make their babies sit there while they are shopping; this is more conve
nient for the working mothers who are tired after their long working hours.
91


More disposable income in hand: people prefer to gain shopping experience in bet
ter place with convenience and variety.

The shops are scattered all over the place in the normal market which lead the c
ustomer to do a lot of running around, which saps the energy while in shopping m
alls one can shop in an international ambience with air condition all-around.

Indian consumer is on a spending spree, burning 90% of disposable income on nonessential items. There is a major cultural shift for a traditionally savings- co
nscious India people want good life, they have money, they are willing to spend
and they find shopping malls the best place to fulfill their needs.

The problem with malls is anchored in our sociological evolution: it is about be

ing seen at prices that we can afford. It is a more affordable solution at a mal
l where a boy is meeting a girl rather than at a fine dining restaurant.
THE PROBLEMS FACED BY SHOPPING MALLS
High rentals: The malls are being sold and as a result speculators enter the mar
ket and charge high rentals. Preference of customers towards kirana stores: cust
omers still prefer kirana store than shopping malls as the people living in Delh
i still find difficult for them to reach Gurgaon as it takes more than 90 minute
s for them to reach there so they prefer to shop from near by stores instead of
wasting their time reaching Gurgaon in huge traffic and facing difficulty parkin
g their vehicles. Retailers not getting enough discounts from the

Project on Retailing
manufacturers: the manufacturers dont want to give huge discounts, even if the re
tailers are reasonably big, because that causes dissonance with other dealers wh
o would then refuse to stock their goods. Developing a supply chain with consist
ent and large enough quantities is easier said than done especially for the Indi
an suppliers. The behavior of and Indian consumer is not conductive to malls: As
we still dont have multi shop options to scour for the same kind of product sinc
e one mall will carry only one brand of home furnishings secondly we are convinc
ed that if a shop is in a mall, then the pricing is loaded and we are paying for
that shops rent and infrastructure costs, not to mention the air-conditioning. A
nd we also believe that the mall choices are very limited. India is a check out
nation: we check out pieces and then checkout of the store. Rarely will we make
purchases without checking ht competitive scene.
CONCLUSION
The organized retail in India is expected to cross INR 1000 billion mark by 2010
and around INR 200 billion investments are in the pipeline. The size of the org
anized retailing market stood at Rs. 280 billion in 2004, thereby, making up a m
ere 3% of the total retailing market. Moving forward, organized retailing is pro
jected to grow at the rate of 25%-30% p.a. and is estimated to reach an astoundi
ng INR 1000 billion by 2010. Further, its contribution to total retailing sales
is likely to rise to 9% by the end of the decade. Currently the fashion sector i
n India commands a lion s share in the country s organised retail pie. This is i
n line with the retail evolution in other parts of the world, where fashion led
the retail development in the
93

early stages of evolution and was followed by other categories like Food & Groce
ry, Durables, etc. The last few years have seen rapid transformation in many are
as and setting scalable and profitable retail models across categories. Indian c
onsumers are rapidly evolving and accepting modern formats overwhelmingly. Retai
l Space is no more a constraint for growth. India is on the radar of Global Reta
ilers and suppliers / brands world-wide are willing to partner with retailers he
re. Further, large Indian corporate groups like Tata, Reliance, Raheja, ITC, Bom
bay Dyeing, Murugappa & Piramal Groups etc and also foreign investors and privat
e equity players are firming up plans to identify investment opportunities in th
e Indian retail sector. The quantum of investments is likely to sky-rocket as th
e inherent attractiveness of the segment lures more and more investors to earn l
arge profits. Investments into the sector are estimated at INR 20 25 billion in
the next 2-3 years, and over INR 200 billion by end of 2010. Stocks in the retai
l sector are also becoming increasingly attractive from an investor s point of v
iew. Successful development of value based concepts as well as development of re
tail space in smaller cities and towns shall drive the organized retail into the
next levels of cities. Retailers have responded to this phenomenon by introduci
ng contemporary retail formats such as hypermarkets and supermarkets in the new
pockets of growth. Prominent tier-II cities and towns, which are witnessing a pi
ck-up in activity, include Surat, Lucknow, Dehra Dun, Vijaywada, Bhopal, Indore,
Vadodara, Coimbatore, Nasik, Bhubaneswar, Varanasi and Ludhiana among others. W
ith consumption in metros already being exploited, manufacturers and retailers o
f products such as personal computers, mobile phones, automobiles, consumer dura
bles, financial services etc are increasingly targeting consumers in tier II cit
ies and towns. In addition, petro-retailing efforts of petroleum giants scattere
d through out the country s landscape have also ensured that smaller towns are a
lso exposed to modern retailing formats.

Project on Retailing
On the supply side, mall development activity in the small towns is also picking
up at a rapid pace, thereby, creating quality space for retailers to fulfill th
eir aggressive expansion plans. Thus, the retail boom , 85% of which has so far b
een concentrated in the metros is beginning to percolate down to smaller cities
and towns. The contribution of these tier-II cities to total organized retailing
sales is expected to grow to 20-25%. Favorable demographic and psychographic ch
anges relating to India s consumer class, international exposure, availability o
f increasing quality retail space, wider availability of products and brand comm
unication are some of the factors that are driving the retail in India. Over the
last few years, many international retailers have entered the Indian market on
the strength of rising affluence levels of the young Indian population along wit
h the heightened awareness of global brands and international shopping experienc
es and the increased availability of retail real estate pace.
RECOMMENDATIONS
Though lucrative opportunities exist across product categories, food and grocery
, never the less, presents the most significant potential in the Indian context,
as consumer spending is highest on food. Further, wet groceries i.e. fresh frui
ts and vegetables is the most promising segment within food and grocery as very
few organized retailers have tapped this opportunity inspite of wet groceries be
ing the preferred choice of most Indian households. The next level of opportunit
ies in terms product retail expansion lies in categories such as apparel, jewell
ery and accessories, consumer durables, catering services and home improvement.
These sectors have already witnessed the emergence of organized formats though m
ore players are expected to join the bandwagon. Some of the
95

niche categories like Books, Music opportunities for the retail players.
and Gifts offer interesting
The IMAGES-KSA projections indicate that by 2015, India will have over 550 milli
on people under the age of 20 reflecting the gargantuan opportunities possible i
n the kids and teens retailing segment. Wholesale trading is another area, which
has potential for rapid growth. German giant Metro AG and South African Shoprit
e Holdings have already made headway in this segment by setting up stores sellin
g merchandise on a wholesale basis in Bangalore and Mumbai respectively. These n
ew-format cash-and-carry stores attract large volumes from a sizeable number of
retailers who do not have to maintain relationships with multiple suppliers for
all their needs. Rural Retailing : Of late, India s largely rural population has
also caught the eye of retailers looking for new areas of growth. ITC launched
the country s first rural mall Chaupal Sagar , offering a diverse product range
from FMCG to electronics appliance to automobiles, attempting to provide farmer
s a one-stop destination for all of their needs. There has been yet another init
iative by the DCM Sriram Group called the Hariyali Bazaar , that has initially
started off by providing farm related inputs and services but plans to introduce
the complete shopping basket in due course. Other corporate bodies include Esco
rts, and Tata Chemicals (with Tata Kisan Sansar) setting up agri-stores to provi
de products/services targeted at the farmer in order to tap the vast rural marke
t. FDI could indeed do a lot in this sector as entry of international retailers
would bring in the required expertise to set the supply chain in place which wou
ld result in elimination of wastage, better prices and quality for consumers and
higher income for farmers besides of course farm produce retailing getting a fa
celift. All this can only spell good news for the Indian consumers who will

Project on Retailing
be inundated with a flurry of state-of-the-art products and services at reasonab
le prices a state they have long craved for.
Bibliography
)

Retail Survey: A.T. Kearney (2001-2002), Retail Survey: KSA Technopak (2002-2003
Supermarket Key Attributes and Location Decisions by Daniel Serra

97

BOOKS Fundamental of Marketing; William J. Stanton Marketing Management; Kotler

(Philip) Creating Customer value; Gopal K. Gureja Marketing Management; Saxena M
arketing Planning for Services; Malcolm McDonald, Adrain Payne
MAGAZINE Business
India: The Magazine of the Corporate World; February, 2008. JOURNAL Journal of
Marketing; January 2008
WEBSITES www.google.com www.businessworld.com www.saharaindia.com www.mgfindia.c
om

Project on Retailing
QUESTIONNAIRE FOR CUSTOMERS
Dear Sir/Madam I am conducting a Survey on Consumer Behavior and Experience about
Shopping Malls: A comparative study among MGF PLAZA, METROPOLITAN MALL and SAHA
RA MALL at Gurgaon. May I have five minutes of yours to help me fill up the Quest
ionnaire? Please specify your profile: Name:____________________________________
______________ __ Profession: _______________________________________________ Qu
estion 1: family? Below 2 lakhs Rs 2-5 Lakhs Rs. 5-10 Lakhs Rs. 10 lakhs and abo
ve What is the Annual household income of your
Question 2: How much you spend on a average on youre per visit to Shopping Mall?
Up to Rs. 200 Rs. 200-500 Rs.500-2500 Rs. 2500 and above
Question 3: What is the frequency of your visit to the Shopping Malls?
99

Daily
Once in a week
Twice in a week
Any other
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 Food and Beverages
Music and Entertainment Life style products Latest Fashion and Clothing Choosin
g gifts Consumer Durable 1 2 3 4 5 6
Question 5: Please rate the following Shopping Malls, which you prefer the most?
Metropolitan Mall Sahara Mall MGF Plaza Mall

Project on Retailing
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 Mal
l Metropolitan Mall Good Eating Place Good Place for Family Shopping Branded Sho
ps Sales and Promotional Activities Services and Facilities Fun and Entertainmen
t Self Motivation Better Bargaining Friends and Relatives Exposure to New Trends
and Fashion Emotional Satisfaction Advertisements MGF Plaza
QUESTION 7: Reason for buying products from shopping malls o Value for money o G
ood brand image
101

QUESTION 8: By which promotional scheme you promoted? o o o Advertising Family m

ember Exhibition o o friends mechanics

QUESTION 9: Reasons for coming shopping malls? Answer: .. QUESTION 10: Will shop
provide you full Satisfaction? Yes o No o
QUESTION 11: By which frequency you will come to shopping malls? o Regular o Mon
thly o weekly

QUESTION 12: Which shopping malls you prefer to come and why? Answer:
QUESTION 13: Do you think India is potential in shopping Mall industry ? o YES o
NO
QUSTION 14: How did you make the purchase in shopping

Project on Retailing
malls? o Cash o credit card
QUESTIONNAIRE FOR RETAILERS
This questionnaire bears reference to our academic purposes only and no feedback
given in this Questionnaire will ever be disclosed.
103

Name:o Mr. o Ms. ___________________________________ (optional)

Retailer Name: Address: _________________________________________________ City:
____________________________________________________ Pin: ______________________
_______________________________ Phone: (O)_________________________ (M)_________
___________
Do you agree that there is trend towards organised retail in India? Yes No
Do you think large organized retailers would be controlling a substantial portio
n of the retail trade ?
Yes o
No o
How o you perceive the development of Shopping malls in Delhi and NCR Region ? H
ealthy Trend Unhealthy Trend o o
What according to you is the purpose of the customers visit to the Shopping Mall
s? Purpose Food and Beverages Music and Entertainment Life style products Latest
Fashion and Clothing Yes No

Project on Retailing
Choosing gifts Consumer Durable 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 rela
tions Good ambience Good bargain
Rank (1-6) the following factors, which influence the customer purchase decision
at a shopping mall. Price Brand Location of Mall Outlet/Mall Appealing fragranc
e Advice from acquaintances
Do shopping malls have the following advantages?
Yes No
Time Factor Discount schemes Adequate parking space Individual sections ofr all
categories Good shopping experience in better place with convenience and variety
. Organized shops with international ambience &air condition all-around.
105

Do you think India has a potential in the Retail industry?

Yes o
No o
Do you think that organized retail will provide many opportunities both to exist
ing players as well as new entrants?
Yes o
No o
Do you think India is prepared for open competition?
Yes o
No o
Thank you