BODY OF REPORT

1. INTRODUCTION

1.1 Objective: - Comparative study of consumer behavior in Traditional Outlets

and Malls.

1.2 Instrument:- Questionnaires, Paper, Pen etc.

2.METHODOLOGY

2.1 Hypothesis:- According to past experiences we have made following

Hypothesis regarding Traditional Outlets and Malls while writing we can cross
verify that how many of our hypothesis were right.

Traditional Outlets Malls

1. The consumer of Traditional Outlets 1.No need to prepare any list because
prepares their list before going to the every things are available at Malls so it
outlets. is easy to recall the needed things.

2. The consumer has to wait for their 2. The consumer doesn’t need to wait
required product because no self service for their required product to be brought
is there. because self –service is there.

3. Traditional Outlets are bounded with 3. Different varities of product are

same product line for example: - available at the Malls the for example
Stationary Shops Contain Stationary Stationary, Household thing, Sports
only. Items etc.are made available at
different section.
4. The customer relationship is 4. The customer relationship is
maintained by giving products on maintained through service, varities
credits and by providing services such and facilities.
as home delivery.

5. There is Mindset in the society that 5. High society in terms of high

Classes such as Middle class people and standard of living people prefers Malls
people below Middle class prefer than Traditional Outlets.
traditional outlets more than Malls.

2.2Background:-

2.2.1History of Malls:-

The first structure resembling what is considered to be a "shopping mall" in the

present-day is located in The City of Damascus, the capital city of Syria. It is
called Al-Hamidiyah Souq in old Damascus and dates back to the seventh century.
Isfahan's Grand Bazaar, which is largely covered, dates from the 10th century. The
10 kilometer long covered Tehran's Grand Bazaar also has a long history. The
Grand Bazaar of Istanbul was built in the 15th century and is still one of the largest
covered markets in the world, with more than 58 streets and 4,000 shops.

Gostiny Dvor in St. Petersburg, which opened in 1785, may be regarded as one of
the first purposely-built mall-type shopping complexes, as it consisted of more
than 100 shops covering an area of over 53,000 m2 (570,000 sq ft).

The Oxford Covered Market in Oxford, England opened in 1774 and still runs
today.

The Burlington Arcade in London was opened in 1819. The Arcade in Providence,
Rhode Island introduced the retail arcade concept to the United States in 1828.
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This was a forerunner of today's shopping mall. The Galleria Vittorio Emanuele II
in Milan, Italy followed in the 1870s and is closer to large modern malls in
spaciousness. Other large cities created arcades and shopping centres in the late
19th century and early 20th century, including the Cleveland Arcade, Dayton
Arcade and Moscow's GUM, which opened in 1890. Early shopping centers
designed for the automobile include Market Square, Lake Forest, Illinois (1916)
and Country Club Plaza, Kansas City, Missouri (1924).

An early indoor mall prototype in the United States was the Lake View Store at
Morgan Park, Duluth, Minnesota, which was built in 1915 and held its grand
opening on July 20, 1916. The architect was Dean and Dean from Chicago and the
building contractor was George H. Lounsberry from Duluth. The building is two
stories with a full basement, and shops were originally located on all three levels.
All of the stores were located within the interior of the mall; some shops were
accessible from inside and out.

In the mid-20th century, with the rise of the suburb and automobile culture in the
United States, a new style of shopping centre was created away from downtown.

2.2.2History of Traditional Outlets:-

Clothing, Home wares: - Jack Wills Outlet

Jack Wills is a British clothing brand aimed at university students. The fashion
label uses the brand and registered trademark "Jack Wills – University Outfitters"
to reflect the heritage and inspiration behind the brand.[2]

The original Jack Wills store opened in Salcombe, Devon in 1999, before
expanding to include a current chain of thirty-seven stores throughout the UK, two
of these being outlet stores. Six stores are located in London, with the remainder
typically found in university towns and seaside resorts. Three stores can also be
found in Scotland and two in Ireland. Jack Wills's newest stores opened in the US,
in Nantucket, Martha's Vineyard and Boston in July 2010. [3]

The Jack Wills brand is partly owned by Jack Wills Ltd, a private limited company
registered in the UK, whilst a minority stake is held by the private equity firm
Inflexion after an investment deal in 2007

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 At the end of 2009, Jack Wills launched a new website, Jack Wills Outlet. The
outlet store acts as a medium for a "limited number of the Jack Wills community"
to purchase last season’s closes at a discounted price, normally the end-of-sale
price or less, up to 75% off. Due to the nature of the website, access to Jack Wills
Outlet is strictly by invitation only; Membership is obtained by submitting a
regular Jack Wills account to the waiting list on the outlet website and waiting for
an invitation. Membership is reviewed every three months and Jack Wills revokes
access privileges to those who have not activated their membership or who have
not made a purchase during that period. This is so that the "privilege of the JW
Outlet is restricted to the most valued members of the Jack Wills community."

Jack Wills Outlet has adopted a "no frills approach" and does not offer gift
wrapping, fancy packaging or guaranteed delivery times. Returning items to the
outlet store is by mail order only; goods cannot be returned to a Jack Wills retail
store. The outlet store offers the same range of products as the regular site: Ladies,
Gentlemen and Home wares sections are all accessible

2.3Type of research: - Our research type is “Comparative research” because we

need to do the Comparative study of consumer behavior at Outlets and Mall.

2.4 Research Process: - The research process will be as follows:-

Formulation of Development of Plan Collection of Data

Hypothesis and Implementing it.

Interpretation and Preparation of Analysis of Data &

reporting the Report and Testing Analysis.
finding. Preliminary Analysis

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2.5 Scope of Research: - Our research is based on comparative study of consumer
behavior of Traditional Outlets and Malls for which our demographic area is
bounded to Jalgaon only and for doing this research we got 3 weeks.

2.6 Sampling:-We prefer Probability sampling method in which we prefer

Simple Random Sampling in which we select a sample size of (n) in such a way
that each of the N members of population has the same chances of being included
in the sample consumers randomly without any bias regarding their status and
income.

Variables:-There are two types of variables :- (1)Dependant Variable and

(2)Independent Variable .Here in this variables the dependent variables are we
researcher because we have to depend on consumer for their response to our
questionnaires.Similarly,the independent variables are consumer because they are
free to give response in their desired way.

2.7 Research Design: - Our’s is the “Descriptive research design” because of the
following reason:-

1) The study describes the phenomenon under study.

2) The data collected may be related to the demographic or behavioral variables of

respondents under study.

3) The research has got very specific objective, clear out data requirement and use
large sample which drawn through probability of sample which is drawn.

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4) The finding of research is definite.

2.8 DATA COLLECTION:-

The objective of this research is Comparative study of consumer behavior in

Traditional Outlets and Malls. To accomplish this objective we have given 3weeks
of time and we have to collect data which is related to consumes behavior in
Traditional Outlets and Malls through our instrument called questionnaires and
this questionnaires helps us to have more better idea about our objective. Here,
before collecting the data we have to make some assumption generally called
Hypothesis on the basis of which we can proceed and the data of Hypothesis is
compared with the findings(collected data) from that interpretations were made
on the basis of compared results.

How we collected data regarding Traditional Outlets and Malls???

By taking following efforts we collected our data:-

1) Preparing instrument(questionnaires)
2) By making questionnaires) by using different sampling method to make it
more effective and interesting.
3) Working on field for 2hours30minutes on every Saturday
4) Targeting consumers of Malls (Big Bazaar,Navjeevan) along with
Traditional Outlets such as(Parfait Book Depot ,Peasant Book Centres etc
5) We did random sampling and do not show any bias to any customers.
6) We manage response of those consumers those who were not cooperative

2.9 Scaling technique used for preparing Instruments: - For making

questionnaires we use different technique Likert’s Scale, Continuous scale for
multiple scaling, Rating scale, pictorial scale, Comparison scale etc.

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CASE: - Comparative study of consumer behavior in Traditional Outlets and
Malls.

NAME OF RESEARCHERS:-1) SRIJEET.R.NAIR, 2) BHUSHAN.R.PATIL 3)

TARUN PATEL 4) RAHUL PAREK

RESEARCH GIVEN BY: - KCE’s COEIT JALGAON DEPATMENT OF

MANAGEMENMT.

2.10 Questionnaire

1) Are you a regular customer of 1) Are you a regular customer of

Traditional Outlets? Malls?
Yes No Yes No

2) What is your opinion about customer service in Traditional Outlets?

a) Excellent b) Very Good c) Good d) Average e) Poor

f) Worst

3) What is your opinion about customer service in Malls?

a) Excellent b) Very Good c) Good d) Average e) Poor

f) Worst

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4) Rate Traditional Outlets and Malls by giving them marks between (1to10)
on the basis of parameters.

Parameter Traditional Outlets Malls

1.Access /10 /10
2.Quality of Product /10 /10
3.Varities of Product /10 /10
4.Customer Relationship /10 /10
5.Discounts /10 /10
6.Home delivery /10 /10
Total /60 /60

5) Show your happiness through the expressions:-

Are you happy Being a regular Are you happy Being a regular
customer of Traditional Outlet customer of Mall

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6) Show your degree of satisfaction in percentage on the following scale from
(0-100)

Traditional Outlet:-

Worst Poor Average Good Excellent

7) Show your degree of satisfaction in percentage on the following scale from

(0-100)

Mall:-

Worst Poor Average Good Excellent

8) Being a regular customer whether the products are given on Credits in

Traditional Outlets Malls

Yes No Yes No

9) According to you is it possible for Malls to provide their products on

Credits as like Traditional Outlets.

Surely Possible Rarely Possible No Comment Not at all possible

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10) Do we actually have wait for product after ordering in Traditional Outlet?

A) Always b) Most of the time c) Sometimes d) Very Few e) Not at all

11) Which is better services:-

a) Shorter lead time b) self service

12) Do you think in future the Traditional Outlets will provide varities of
products in order in order to survive?

Surely Possible Rarely Possible No Comment Not at all possible

13) What will be future of Traditional Outlets after 5 years on the basis of
their existence?

Surely Exist Rarely Exist No Comment Not at all Exist

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14) Do you think that Mall will provide Home Delivery in Future?

Surely Possible Rarely Possible No Comment Not at all possible

15) Do you prepare list before going to

Traditional Outlets Malls

Yes No Yes No

16) In future will Traditional Outlets of Jalgaon allow their consumer to pay
their bills through Debit cards & Credit Card?

a) Surely Possible b) Rarely Possible c) No Comment d) Not at all possible

NAMES OF CONSUMERS :-1)ATUL CHAUDHARI 2) SACHIN

KULKARNI 3)VIAJY CHAUDHARI 4)GOPAL BANGAD 5)VEVIK MATE
6)NILESH DHANDE 7) AVINASH PATIL 8)SATISH MORE 9)KAVITA
PATIL 10)DINESH CHAUDHARI 11)CHETAN NAGRE 12)LUKY
MAHAJAN 13)ARIF TADVI 14)SACHIN MAHAJAN 15)BHUSHAN MALI
16) MAHESH BIYANI 17)SACHIN KOLI 18)VIVEK KERLEKAR 19)
BHUSHAN NIGAM 20)NILESH WANI

Note :- All the figures and facts are confidential.

2.11 DATA ANALYSIS :-

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1) Are you a regular customer of 1) Are you a regular customer of
Traditional Outlets? Malls?
Yes No Yes No

Data Analysis

Chart Title

4 no
yes
3

0
Traditional Outlets Malls

2) What is your opinion about customer service in Traditional Outlets?

a) Very Good c) Good d) Average e) Poor

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f) Worst

Data Analysis

8
Very Good Good Average Poor Worst
20%
40%

40%

3) What is your opinion about customer service in Malls?

a) Very Good c) Good d) Average e) Poor f) Worst

Data Analysis:-

5
Poor
7%
Very Good
Average 27%
40%
Good
27%

4) Rate Traditional Outlets and Malls by giving them marks between (1to10)
on the basis of parameters.

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 Parameter Traditional Outlets Malls
1.Access /10 /10
2.Quality of Product /10 /10
3.Varities of Product /10 /10
4.Customer Relationship /10 /10
5.Discounts /10 /10
6.Home delivery /10 /10
Total /60 /60
Data Analysis:-

16

14

12

10

6
Traditional Outlet
4 Mall

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5) Show your happiness through the expressions:-

Are you happy Being a regular Are you happy Being a regular
customer of Traditional Outlet customer of Mall

Data Analysis:-

25
20
15
Mall
10 Traditional Outlet
5
0
Happiness

6) Show your degree of satisfaction in percentage on the following scale from

(0-100)
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Traditional Outlet:-

Worst Poor Average Good Excellent

Data Analysis:- By our finding we come to know that out of 20 samples 8 of them
has given their votes to Good, 7 of them voted for average and 3 of them voted for
Excellent and 2 of them voted for poor .This shows that their satisfaction level lies
between 30-70%.

7) Show your degree of satisfaction in percentage on the following scale from

(0-100)

Mall:-

Worst Poor Average Good Excellent

Data Analysis:-Our finding stated that out of 20 customers 9 of them has given
their votes for Good, 7 of them voted for Excellent and 5 of them are voted for
average. Satisfaction level lies between 70-100%.

8) Being a regular customer whether the products are given on Credits in

Traditional Outlets Malls

Yes No Yes No

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Data Analysis: - Our instruments give an idea that 11/20 believes that the products
were given on credits in traditional outlets .Regarding Malls 20/20 has given the
answer as No.

9) According to you is it possible for Malls to provide their products on

Credits as like Traditional Outlets in future.

Surely Possible Rarely Possible No Comment Not at all possible

Data Analysis: - Our instruments find the consumer believe that the Malls will not
allow credit in future because 16/20 has voted for Not at all possible and 4/20 has
voted for no comments.

10) Do we actually have wait for product after ordering in Traditional Outlet?

A) Always b) Most of the times c) Sometimes d) Very Few e) Not at all

Data Analysis:-Our finding states 12/20 given the answer Most of the times, 5/20
of them have given the answer sometimes and 3/20 has voted for Very Few.

11) Which is better services:-

a) Shorter lead time b) self service

Data Analysis: - 11/20 has supported for self service and 9/20 supported for shorter
lead time.

12) Do you think in future the Traditional Outlets will provide varities of
products in order in order to survive?

Surely Possible Rarely Possible No Comment Not at all possible

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Data Analysis:-12/20 stated that varities of product in traditional Outlets are rarely
possible, 4/20 says it is not at all possible and 4/20 has stated their statements by
saying no comments.

13) What will be future of Traditional Outlets after 5 years on the basis of
their existence?

Surely Exist Rarely Exist No Comment Not at all Exist

Data Analysis:-17/20 stated that Traditional Malls surely existed in future and 3/20
has voted for no comment.

14) Do you think that Mall will provide Home Delivery in Future?

Surely Possible Rarely Possible No Comment Not at all possible

Data Analysis:-7/20 stated that it is not at all possible in future ,6/20 for no
comment,3/20 stated that it is rarely possible and 4/20 voted for it is not possible.

15) Do you prepare list before going to

Traditional Outlets Malls

Yes No Yes No

Data Analysis: - 14/20 state that they need to prepare list before going to
Traditional Mall and 6/20 are disagree with that. Talking about Malls 11/20 has
vote for Yes and remaining for No.

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16) In future will Traditional Outlets of Jalgaon allow their consumer to pay
their bills through Debit cards & Credit Card?

a) Surely Possible b) Rarely Possible c) No Comment d) Not at all possible

Data Analysis: - 13/20 consumer voted for No Comment and 6/20 voted for not at
all possible and 1 for rarely possible

2.12 Testing of hypothesis: - We have taken views of consumers through our

instruments (Question nary) and on the basis of which we are going to test our
hypothesis b Traditional Outlets y comparing it with the actual result

Hypothesis for Traditional Outlets Findings for Traditional Outlets

1. Our first hypothesis is whether
Consumer of Traditional Outlets
prepares their list before going to the
outlets.
2. The consumer has to wait for their
required product because no self service
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1. Yes consumer of Traditional Outlets
prepares their list before going to the
outlets.
2. Our finding makes us aware that not
all the times but sometimes consumer
is there.
3. Traditional Outlets are bounded with
same product line
for example:- Stationary Shops Contain
only stationary
4. The customer relationship is
maintained by giving products on
credits and by providing services such
as home delivery.
5. There is Mindset in the society that
Classes such as Middle class people and
people below Middle class prefer
traditional outlets more than Malls.
Hypothesis for Malls
1. No need to prepare any list because
every thing is available at Malls so it is
easy to recall the needed things.
2. The custmor don’t need to wait for
their required product to be brought
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need to wait for ordered product
3.From our instruments and finding we
came to know that not all shops are
oriented to same products in General
Stores we can find different varities of
products including Stationeries .
4. Our finding states that customer
relationship is maintained by giving
products on credits and by providing
services such as home delivery.
5. During the conversation with
consumers we come to know that most
of our middle class consumer prefers
both Mall and Traditional Outlets and
consumer below middle class prefer
Traditional Outlets.
Findings for Malls
1. From our findings we come to know
that most of the times consumers of
Mall do not prepare their list.
2. Our finding state that the custmor
don’t need to wait for their required
product to be brought because self –
 service is there.
because self –service is there.

3. Different varities of product are 3. Different varities of product are

available at the Malls the for example available at the Malls the for example
Stationary, Household thing, Sports Stationary, Household thing, Sports
Items etc.are made available at different Items etc.are made available at different
section. sections.

4. This is also true that without giving

4. The customer relationship is
maintained through service, varities and
facilities.
5. High society in terms of high
standard of living and Middle Class
consumer prefer Malls than Traditional
Outlets.
any credit they maintain relationship
through service, varities and facilities.
5. High society in terms of high
standard of living and Middle Class
consumer prefer Malls than Traditional
Outlets.

3. INTERPRETATION OR RESULTS: - After doing research on field we have

different findings on the basis of which we can make certain interpretation which
are as follows:-

1) The Consumers generally from Middle to Lower class believe that they are
not too much capable to afford Mall but in fact the entire things which is best
in terms of quality are not always costly in Malls .Even Mall are providing
discounts.

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2) The Consumers of Traditional Outlets are oriented towards Outlets because
they can get the product whenever they want on credit no need to pay ready
cash. But this Credit is only for their loyal customer or those custmor to
whom outlets owner want to maintain relationship.
3) The Malls provide facilities of billing through Debit cards, Credit Card but
the fact is that they want instant payments therefore those consumers are their
regular customer who are ready to do payment immediately after buying the
products through Debit cards, Credit Card were as in Traditional Outlets they
have to do Cash payments so consumers having Debit card, Credit card
prefer Mall instead of Traditional Outlets.
4) Even though most of the consumer like the service of shorter lead time
product because of relational ship was maintained between the owners and
consumer of Traditional Outlet. Because of a relationship is created between
Consumer and Traditional Outlets consumers are ready to scarifies the
facilities of Malls.
5) Because of varities of product the Malls are attracting consumers and
consumer feel free from preparing the list. They also get benefits of discounts
and varies scheme for them with easy billing facilities in Mall. This strategy
of Mall attracting consumers more and more which is not applicable in case
of Traditional Outlets .
6) Consumers believe that Malls have created such impact through their service
and facilities that there is no need to provide items on credits. Malls have
created revolution in the current market with their available resources so
Malls did not need to use new strategy of allowing credit for their loyal
customers like Traditional Outlets.

7) On the basis of different parameter access, quality, verity etc. consumer gives
more rating to Traditional Outlets compare to Mall. This shows that even
though Malls are creating revolution in the market and giving tough
completion to Traditional Outlets consumers still have faith in Traditional
Outlet and they are happy to go with Traditional Outlets.
8) Most of the consumer believes that to survive in the market in future
Traditional Outlets in Jalgaon can have different billing facilities such as
Debit card, Credit Card etc.If this is made practical then it is possible to
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 attract those custmor how are paying their bills through Credit card and debit
cards. If Traditional Outlets allow their consumer to use Credit cards and
debit cards then it is possible to attract some of customers who are oriented to
Malls because of these facilities only.

4. LIMITATION:-
There are different Short Comings occurred during research which are as follows
such as:-
a) Most of the time Consumers are not ready to cooperate with question nary.
b) Some of Consumers have no idea about the Malls
c) The scope is limited to Jalgaon only and we done field work only on
Saturday because of our busy shedule.

5. CONCLUSION:-Through this research we come to know the difference in

behavior of consumers of Traditional Outlets and Malls by taking their view
personally it help us to know about their feeling, ideas and perception regarding
Traditional Outlets and Malls. Our conclusion is that in one or another way both
are creating positive impact on consumers and both of Traditional Outlets and
Malls are needs of different social status consumer.

6.Glossary:-

Research:- Systematic study or investigation undertaken to discover new

knowledge or interpretation and establish facts or principles in a particular field.

Sampling :-Sampling is a act ,process or technique of selecting a representative

part of selecting a representative part of a population for the purpose of
determining the characteristics of the whole population.
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Hypothesis Testing: - Analyze the difference between the sample statistic and
hypothesized population parameter.

7.Bibliography:- Following sources are used to accomplish the results

Books:- 1)Business Research Method ,ICFAI Center for Management Research .

2) Research Methodology (Methods and Technique) – C.R.Kothari.

3) Research Methodology:-Deepak Kumar Bhattacharya.

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