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consumer behaviour

consumer behaviour

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Published by Sandeep Kumar

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Published by: Sandeep Kumar on Apr 20, 2011
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12/20/2011

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Live Project Title
³Consumer Buying Behaviortoward Shopping malls´
Submitted To ± Prof ± SunithaRatnakaramSubmitted ByRaghvendrakumarpatelRegs no ± 5117SrisirPratap SinghRegs no- 5141Marketing- 2Date- 20-11-2010
 
Introduction
Shopping malls contribute to business more significantly than traditional markets which wereviewed as simple convergence of supply and demand. Shopping malls attract buyers and sellers,and induce customers providing enough time to make choices as well as a recreational means of shopping. However, competition between malls, congestion of markets and traditional shoppingcenters has led mall developers and management to consider alternative methods to buildexcitement with customers. This study examines the impact of growing congestion of shoppingmall in urban areas on shopping conveniences and shopping behavior. Based on the survey of urban shoppers, the study analyzes the cognitive attributes of the shoppers towards attractivenessof shopping malls and intensity of shopping. The results of the study reveal that ambiance of shopping malls, assortment of stores, sales promotions and comparative economic gains in themall attract higher customer traffic to the malls.Shopping malls are an emerging trend in the global arena. The first thing that comesin our mindabout the shopping malls is that it is a big enclosed building housing a variety of shops or  products. According to historical evidences shopping malls came into existence in the middleages, though it was not called so. The concept of departmental stores came up in the 19th centurywith the Industrial Revolution.Consumers wanted a better shopping experience and this demandgave rise to the emergence of shopping malls in India.
 
O
bjective of study
y
 
To understand the how changes are coming in the mind of customer regardingshopping malls.
y
 
To understand that now customers are relay feeling much comfortable buying at theshopping malls other than the retail stores.
y
 
To find out what all difficulties consumer are facing at the time of buying and after  buying in shopping malls.
y
 
To identify good & bad experiences regarding shopping malls.
Need of the Study
Understanding buying behavior pattern in shopping malls is not enough without understandingthe composition and origin of the customer. Today most of the Indian customers are attracted bythe imported goods because of their high quality. So that most of the Indian shopping mallslooses their credibility and loyalty in domestic customers. So the needs of the study are ± 
y
 
How can we stand out in a highly competitive market where consumers have so manychoices?
y
 
How we can provide best loyalty to our customer while earning a fair profit?
y
 
How can we grow our business while retaining a core of the loyal customer?

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