Shopping Malls and Consumerism

Akash Chouksey
Jagriti Sahu
Manjot Singh
Vinita Kumari
Fer Rix
 Capitalistic System

 Purpose of Consumption:

Basic needs (Food, Clothes etc)

Consuming for the will of consumption (Luxuries)

Different Ways of Consumption

Social Distinction
 Impact on Consumerism Patterns of Indian Society
through globalization:

-> Media (Television, Internet)

-> Availability of Goods
-> New ways of Consumption
(Consuming Experience)
 Temple of Consumerism (allocation of goods)
 “Modern” way of Consumption (Western)
 Consuming for the will of consumption
 Social distinction
 Luxuries/ Shopping Experience
 Shopping :
o Comfort , luxury , satisfaction and happy shopping
experience
o All under one place
o Choice of quality and quantity
o Established and wannable brands available
 Entertainment
 Eating and Hanging out with friends
 Exploration
 Socialization
 Escape / relaxation
Shopping criteria of a particular customer depends on
following elements:

 Age category
 Gender
 Economic status
 Societal Influence
 Activities like food festivals , handicraft exhibitions
and celebrity visits
 Shopping cards – special privileges
 Ambience management – includes parks , fountains ,
decoration (specially during festivals or events)
 Goods for different buying habits
 Limited to metro cities
 Lose of personal touch with shop owners
 Unplanned Expenditure – customer see more they ask
for more
 Prices – feeling that the prices are highly inflated-
limited bargain
 Time Convenience – schedule every visit –consumes
time
Brand experiences and perceptions are developed
over time through a variety of sources, including :

 Previous experience with the brand

• Interactions with sales, customer service, and
other employees
• Recommendations from friends and colleagues
• Reviews by reputable sources
• Advertising
Shopping Malls Local Markets
 Parking facility is much  Poor parking facility
better.
 Good bargain
 No bargaining
 Reasonable price
 Highly priced
 Crowded
 Better ambience
 Categorization of shops  No categorization

 High quality products  Low quality

 Better social and friendly  Only shopping can be
environment done
Most of the people who visit mall are upper middle class
and high class

Below 2,00,000
2,00,000-5,00,000
5,00,000-8,00,000
Above 8,00,000
Monthly expenditure in mall?

Below 2000
2000-5000
5000-10000
Above 10000
Mostly respondents go for shopping purposes in shopping malls.
38% respondents go for having a fun in shopping malls.
Window Shopping is also one big factor of attraction towards shopping malls.

Shopping
Window Shopping
Entertainment
Mostly respondents used to go fortnightly to shopping malls.
30% respondents used to go weekly for various purposes to shopping
malls.
Only 10% people go daily at shopping malls.

Daily
Weekly
Fortnight
Monthly
According to respondents all less than one room concept was the main motivator
factor behind the success
of shopping mall.
Second preference choice was availability of branded Item.

35
30
25
20 Affordability
Branded Item
15
Trend and Fashion
10 All under one room
5
0
1st pref 2ed 3rd 4th
Weekend Rush was the main problem for a normal customer.
16% respondents were not happy with the Parking Facility at Shopping malls.

Expensive
Parking Facility
Weekend Rush
other
Customer said that when they think about Shopping Mall they think about price.
Out of 30 customer 20
customer have told this while 10 customers said that they think about quality.

Quality
Price
What kind of items you like to buy from mall?

Grocery
Clothes
Gadgets
Daily product
Shopping Malls are mostly visited by age group of 20-30 followed by 30-40 age
Groups.
The reason being college students and families.

16-20
20-30
30-40
40-50
50 & over
Mostly customers prefer SHOW ROOMS AND SHOPPING MALLS for
purchasing.
Local Markets are mostly used for shopping that includes MOM & DAD’s
shop.

Kirana Store
Local Market
Shopping mall
Show Rooms
 Comparative Study
DLF AMBIENCE DLF EMPORIO
• BRANDS COVERED—
• LEVIS’ AND PANTALOONS • DIOR AND BURBERRY ($500)
(Rs.2500)
• MULTIPLE PURPOSES OF
VISIT—HAS GAMING • PURPOSE OF VISIT MAINLY
ZONE, FOODCOURT. SHOPPING LUXURY
• WINDOW SHOPPING VERY GOODS, DINING—DOESN’T
COMMON—ABOUT 70 % HV A FOOD COURT INSTEAD
CUSTOMERS. HAS PROPER DINE-IN
RESTAURANTS.
 Other parameters for comparison
• English-speaking as a must for employees—to
cater to foreign customers
• Foot fall more in ambience.
• Assisted shopping provided in most of the
shops in Emporio.
• Emporio more exclusive to upper classes
whereas Ambience is more accessible to the
middle classes.
 Conclusion
• comparative study of consumers buying
behaviour in retail mall—important factor for
marketing of goods.
• Suggests how individual, groups and organization
select, buy, use and dispose of
goods, services, ideas or experience to satisfy
there needs and wants. It also clues for improving
or introducing products or services, setting
price, devising channels etc.
• Helped realize the class difference through the
comparative study.
THANK YOU!