CONSUMER BUYING

BEHAVIOUR IN SHOPPING
MALLS

By: Varnika Tripathi

BUYING BEHAVIOUR
These are the decision processes and acts of
people involved in buying and using products.

Main factors affecting Buying Behaviour

• Personal
• Cultural
• Social
Need for Studying Buying Behaviour
• Buyers reactions to a firms marketing strategy has a
great impact on the firms success.

• The marketing concept stresses that a firm should

create a Marketing Mix that satisfies (Gives utility
to) customers therefore need to analyze the what,
where, when and how consumers buy.

• Marketers can better predict how consumers will

respond to marketing strategies.
 SHOPPING MALLS
• One of the fastest growing sectors in the Indian
economy.

• The retail industry in India is expected to grow

25-30 % annually and is projected to attain USD
33 billion by 2011.
Types of Consumers in retail
mall
• Time killer
• Pleasure Seeker
• Focused fulfillers
• Product Groupies
• General Browsers
 Some of the key players in organized
retail
• Pantaloon retails
• Shoppers Stop
• Lee Cooper
• Barista
• Westside
• Big Bazaar
• Wal Mart
• PVR Cinemas
 OBJECTIVES

To study the importance of

Consumer Buying Behaviour in
Shopping Malls
 Research Methodology
Phase 1: Identification of the objective of research
Phase 2: Determination of information needs and
sources
Phase 3: Collection of secondary data.
Phase 4: Developing research frame.
Phase 5: Data collection, tabulation and analysis.
Phase 6: Observations, Understanding,
Interpretations & Conclusions.
 FINDINGS
• We found out that people were not happy with the safety
standards of the mall.
• The safety standards include :
a) Lack of information regarding Exit points.
b) Lack of firefighting equipments.
• We also found that people were not happy with sales
service.
• Small proportion of consumers were not satisfied with
the response from the working staff.
• Customers were also unhappy with the long queue for
bill clearance.
 CONCLUSIONS
• The study of Consumer behavior is the most
important factor for marketing of any good and
services. The CB suggest how individual, groups
and organizations select , buy , use and dispose of
goods and services and ideas or experience to
satisfy their needs and wants.

• It also cues for improving or introducing products

or services, setting price, devising channels etc.
 RECOMMENDATIONS

These issues should be taken into account :

• Lack of feasibility and market research.
• Design Issues
• Zoning Issues
• Few promotional activities
• Facility management
• Parking