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VSRD-IJBMR, Vol. 1 (5), 2011, 321-334

RESEARCH ARTICLE RESEARCH ARTICLE

Perception of Consumers towards Shopping Mall- A Case Study With Reference To Aligarh and Mathura City
1

Satendra Bhardwaj*, 2Rajeev Sharma and 3Jyoti Agarwal

ABSTRACT
The paper is intended to provide information about Customer satisfaction level with the Shopping Malls .In India there have been a great successful brand both national as well as foreign brands and again it has been realize that brands are sustaining power to stay in the competitions. If we defined the customer satisfaction we can say a qualitative measure of performance as defined by customer, which meet their basic requirements and standard. Customer satisfaction is defined as measure or determination that a product or services meet a customers expectation, considering requirement of both quality and service. This paper has been under taken to study of customer perception about shopping malls and suggesting way to improve its market share in sales through customer perception about private labels. Keywords: Qualitative Measure, Customer Perception.

1. INTRODUCTION
Retailing is the final step in the distribution of merchandise - the last link in the Supply Chain - connecting the bulk producers of commodities to the final consumers. Retailing covers diverse products such as foot apparels, consumer goods, financial services and leisure. A retailer, typically, is someone who does not affect any significant change in the product execs breaking the bulk. He/ She are also the final stock point who makes products or services available to the consumer whenever require. Hence, the value proposition a retailer offers to a consumer is easy availabilities of the desired product in the desired sizes at the desired times. In the developed countries, the retail industry has developed into a full-fledged industry where more than three____________________________ 1

Senior Lecturer, MBA Department, Advance Institute of Management, Ghaziabad, Uttar Pradesh, INDIA. Lectuer, MBA Department, IBM, Mangalayatan University, Aligarh, Uttar Pradesh, INDIA. *Correspondence : jmd.bhardwaj@gmail.com
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fourths of the total retail trade is done by the organized sector. Huge retail chains like Pantaloon, RPG, WalMart, K-Mart, McDonalds, etc. have now replaced the individual small stores. Large retail formats; with high quality ambiance and courteous and well-trained sales staff are regular features of these retailers. Broadly the organized retail sector can be divided into two segments, In-Store Retailers, who operate fixed point-of-sale locations, located and designed to attract a high volume of walk-in customers, and the non-store retailers, who reach out to the customers at their homes or offices. Every organized retailer in India is faced with myriad questions: differentiating with the other competitive formats; sustaining the differentiation with upcoming me-too formats; retention of footfall day after day; coping with local-neighborhood shops; and maintaining post tax profitability with all the additional expenses of providing shopping experience to consumers. A possible solution to all these are offered by store brands. A store brand (also called own label, dealer owned brand or private label) is defined as a product line, which is owned, controlled, merchandised and sold by a specific retailer in its own stores. The growing strength of retailers poses many challenges to manufactures of consumer goods. Conventionally viewed, store brands are thought to be weapons for fighting national brands, shifting power equilibrium in favor of retailers. Store brand offerings have steadily stolen share from popular brand-name products. Store brands represent one of the greatest challenges to manufacturers.

2. LITERATURE REVIEW
Sproles and Kendall (1986) define a consumer decision making (CDM) style as a mental orientation characterizing a consumers approach to choices. Broadly speaking, there are three types of approaches in studying consumer decision-making styles: the psychographic / lifestyle approach, which identifies hundreds of characteristics related to consumer behavior; the consumer typology approach, which classifies consumers into several types; and the consumer characteristics approach, which focuses on different cognitive dimensions of consumers decision-making in the extent consumer behaviour literature, most studies assume that the shopping approaches of all consumers with certain decision making traits combine to form a consumers decision-making style. Academicians and researchers have long been interested in identifying these underlying decision styles of shoppers. For example, consumers are identified as economic shoppers, personalizing shoppers, ethical shoppers, apathetic shoppers, store loyal shoppers, recreational shoppers, convenience shoppers, price-oriented shoppers, brand-loyal shoppers, name-conscious shoppers, problem-solving shoppers, fashion shoppers, brand conscious shoppers and impulse shoppers. Using the consumer characteristics approach, Sproles (1985) developed a 50-item instrument to profile the decision making styles of consumers. Using data collected from 111 undergraduate women in two classes at the University of Arizona and employing a factor analysis technique, Sproles (1985) found six consumer decision-making style traits He named and described these traits: (1) Perfectionism. (2) Value Conscious, (3) Brand Consciousness, (4) Novelty-Fad-Fashion Consciousness, (5) Shopping Avoider-Time Saver-Satisfier, (6) Confused, Support-Seeking Decision Maker. In a later study, Sproles and Kendall (1986) developed a comprehensive instrument called Consumer Style

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Inventory (CSI) to measure consumer decision making styles. The instrument was administered to 482 students in 29home economics classes in five high schools in the Tucson, Arizona area. This instrument measures eight mental characteristics of consumers decision making: perfectionism, brand consciousness, novelty-fashion consciousness, recreational, price-value consciousness, impulsiveness, confused by over choice, and brandloyal/habitual. According to Sproles & Kendall (1986), identification of these characteristics among consumers helps to profile an individual consumer style, educate consumers about their specific decision making characteristics, and counsel families on financial management. Consumer Style Inventory (CSI) developed by Sproles & Kendall (1986) was used by many researchers to study the consumer decision making styles. Some of the researches are briefly described below. Hafstrom et al. (1992) used the CSI to identify the decision-making styles of Korean students. They confirmed seven of the eight factors using Sproles & Kendalls analytical methods and conceptual framework. The only factor that was not confirmed was novelty fashion consciousnesses. They attributed this to possible links between brand consciousness and fashion consciousnesses among young Korean consumers. Administered the CSI to 387 adult consumers in China. Their findings indicate that five decision-making styles are valid and reliable in Chinese culture. There styles were perfectionist, novelty-fashion conscious, recreational, price conscious, and confused by over choice. Fan and Xiao (1998) used a modified CSI with Chinese students. They clearly identified five dimensions of consumer decision making styles for German consumers. These factors were brand consciousness, perfectionism, recreational/hedonism, confused by over choice, impulsiveness, novelty-fashion consciousness, and variety seeking. Durvasula et al. (1993) administered the CSI on 210 undergraduate business students at a large university in New Zealand. They found eight consumers decision making styles. These styles are perfectionist, brand conscious, novelty-fashion conscious, recreational shopping conscious, price-value conscious, impulsive, confused by over-choice, and habitual/ brand-loyal.

3. RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. To do my study I have adopted exploratory research design. Research Design Data Source Research Instrument Sample Plan Sample Size Sampling Procedure Exploratory Primary & Secondary data Questionnaire Shopping Malls of Aligarh and Mathura 50 customers Non Probability Sampling

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Sampling Methodology

Personal Survey

Method Through the various steps, which are involved in the exploratory research, are as:

3.1. Name Of The Shopping Malls

Great Value Shopping Mall Aligarh Highway Plaza Mall Mathura

3.2. Finding 1:
Shopping Malls are mostly visited by age group of 20-30 followed by 30-40 age groups. The reason being college students and families. Table 1 AGE 16-20 20-30 30-40 40-50 50 & over Total Total 10 15 10 8 7 50 Graph 1
AGE GROUP

Percentage 20% 20% 20% 16% 14% 100%

50 and over 14% 40-50 16%

16-20 20%

30-40 20%

20-30 30%

3.3. Finding 2
Mostly customers prefer SHOW ROOMS AND SHOPPING MALLS for purchasing. Local Markets are mostly used for shopping that includes MOM & DADs shop. Table 2 LOCATION KIRANA STORE LOCAL MARKET TOTAL 8 12 PERCENTAGE 16% 24%

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SHOPPING MALLS SHOW ROOMS TOTAL

15 15 50 Graph 2

30% 30% 100%

CUSTOMER PURCHASE PREFERENCES

SHOW ROOMS 30%

KIRANA STORE 16%

LOCAL MARKET 24% SHOPPING MALLS 30%

3.4. Finding 3
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. Table 3 PURPOSE SHOPPING ENTERTAINMENT WINDOW SHOPPING TOTAL TOTAL 23 19 8 50 Graph 3
PURPOSE O F V ISITING S HOP PING MALLS

PERCENTAGE 46% 38% 16% 100%

W IN DOW SHOPPING 16% SH OPPIN G 46% ENT ERT AIN MEN T 38%

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3.5. Finding 4
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. Table 4 VISITING FREQUENCY DAILY WEEKLY FORTNIGHTLY MONTHLY TOTAL Graph 4 TOTAL 5 15 20 10 50 PERCENTAGE 10% 30% 40% 20% 100%

VISITING FREQUENCY

MONTHLY 20%

DAILY 10% WEEKLY 30%

FORTNIGHTLY 40%

3.6. Finding 5
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. Table 5 Branded Affordability 1st Perf 2
nd

Trend & Fashion 8 12 16 14

All under one room 30 8 8 4 Total 50 50 50 50

Item 8 20 12 10

4 10 14 22

3rd 4
th

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Total

50

50 Graph 5

50

50

200

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

8 30 12

4 14

16 All under one room 10 Trend & Fashion Branded Item Affordability 22

20 8 8 4 1st Perf 10 2nd

12

14

3rd

4th

3.7. Finding 6
60% respondents are satisfied with the pricing schemes at shopping malls. 40% respondents were not satisfied with the pricing schemes. Table 6 PRICE SATISFACTION YES NO TOTAL TOTAL 30 20 50 Graph 6 PERCENTAGE 60% 40% 100%

PRICE SATISFACTION

NO 40% YES 60%

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3.8. Finding 7
Weekend Rush was the main problem for a normal customer. 16% respondents were not happy with the Parking Facility at Shopping malls. Table 7 DRAWBACK IN MALLS EXPENSIVE PARKING FACILITY WEEKEND RUSH OTHERS TOTAL TOTAL 6 8 16 20 50 PERCENTAGE 12% 16% 32% 40% 100%

Graph 7

DRAWBACK IN SHOPPING MALLS

OTHERS 40%

EXPENSIVE 12% PARKING FACILITY 16%

WEEKEND RUSH 32%

3.9. Finding 8
70% respondents said that location of shopping malls affects Shopping mall. 30% respondents ignore the location problem. Table 8 LOCATION AEFFECTS YES NO TOTAL TOTAL 35 15 50 PERCENTAGE 70% 30% 100%

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Graph 8
LOCATION EFFECT

NO 30% YES NO YES 70%

3.10.

Finding 9

Mostly respondents were highly satisfied with the parking facility. Respondents were agreeing that quality of service is up to mark at shopping malls. According to most of the respondents quality of the products was good. Respondents were satisfied for the money paid at shopping malls. Table 9 Excellent PARKING FACILITY QUALITY OF SERVICE QUALITY OF PRODUCT VALUE FOR MONEY 30 11 16 8 Good 11 25 15 20 Graph 9 Average 5 8 10 11 Poor 4 6 9 11 TOTAL 50 50 50 50

VALUE 20 11 11 8 MONE FOR Y QUALITY 16 15 10 9 PRODU OF CT QUALITY 11 25 8 6 SERVIC OF E PARKIN 30 11 5 4 1 FACILIT G Y 0 10 20 30 40 50

Excellent Good Average Poor

60

On the basis of this we can say that Visitors are mostly satisfied with the parking facility.

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Quality of service is below good and above average. Quality of product is followed by value for money.

3.11.

Finding 10

Out of 30 customers 18, have told that they like the layout of shopping while 8 told that they do not like very much. Graph 10
2

c a n 't s a y

no

ye s

2 0

10

15
S e rie s 1

20

25

3.12.

Finding 11

Out of 30 Customer, 18 customers like delivery services of Shopping Mall while 7 customers like the credit facility&5 customers like transportation facilities. So it is clear that customer wants delivery services most. Graph 11

20 18 16 14 12 10 8 6 4 2 0 C r.F a c ility T r.F a c ility D l. fa c ilit y 7 5 18

S e rie s 1

3.13.

Finding 12

Out of 30 Customer, 18 customers said that Shopping Mall always provides better services &it exceeds their expectation.

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Graph 12

20 15 10 5 0 18 9 3
Series1

3.14.

Finding 13

Out of 30 customers, 25 customers have told that Shopping Mall following the ethical marketing practices. Graph 13

30 25 20 15 10 5 0 Yes 25 5 No
Series1

0 Can'tsay

3.15.

Finding 14

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. Graph 14

QUALITY 33%

PRICE 67%

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3.16.

Findings

The only successful outlets are EATING OUTS and RECREATION CENTRES in the malls. Apparel stores have maximum females customers. Maximum footfall is on weekends. Brands and trends attract people toward malls. Parking is the major problem on weekends. Most of the Customers are targeted by almost all the segments of the society with their USP being Price benefit customer require all the stores in Prime Location.

Every Shopping Mall outlet have motivated and trained sales force. Customers like large variety of products are available ranging from clothes, food items, electronic goods etc.

Staffs are provided constant training for various peculiarities of customer behaviour. Consumers are interested to purchase those products which has discount price. Not much difference in the Layout of the floor designs in the various branches. They try to maintain a similarity to maintain comfort levels of customers. Habits of consumers are affected by Word of Mouth.

4.

CONCLUSION

Customer Service is a critical factor for keeping your clients coming back and ensuring theyll refer you to others. 1. Growing your business will be a difficult task at best if you dont perform, meet and exceed your clients expectations, and provide service that creates customers for life. 2. Customer service is all about the customers perception. You have to do more than just get the job done. You must deliver on all the things (big and small) that affect the relationship with your client. Consider opportunities for improvement in the following areas. 3. Setting/Reviewing Expectations:- Do you work with your client to set clear, appropriate, realistic expectations that you can always meet or exceed? Are you clear about the responsibilities (both yours and the clients), timelines, and expectations of results? Are you then willing to go back and review these expectations with the client? 4. Communication:- Do you have mechanisms in place to ensure youre communicating with clients at

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every stage of the engagement, from the sales process through to completion of the project? Being clear about where youre at, whats been completed, whats coming up next, whos responsible, what results you can expect, etc.? Has the client ever had to ask you for these things? 5. Organization: - Are you organized? Punctual? Reliable ? When you show up to work with your clients, have you done the work and are you prepared to make them feel comfortable and taken care of? Even though youve done it hundreds, maybe thousands of times before, do you take the time to organize and prepare to make it the best client experience possible? 6. Committing to the Little Things:- Dont ever dismiss the power of all the little things. Together they can make all the difference and really separate you from the competition. Returning calls and emails in a timely manner. Providing useful information to folks on a regular basis. Showing appreciation for your clients through things like thank you notes, exclusive client-only briefings, and open house, etc. Clearly these are not the only relevant areas for creating great customer service, I assure you. But these were some of the Factors which might provide a boost to the sales figures, though I am sure the organization would have already implemented most of these measures already.

5. RECOMMENDATIONS AND SUGGESTIONS

1) Convert your customers into publicity agents. Develop an incentive for them to tell associates and friends about the value of your products or services. An endorsement from them is more effective than any amount of advertising-and it is much cheaper. 2) Surprise your customers with unexpected value. If you sell products, include an "unadvertised bonus" with every order. If you sell services, get into the habit of doing something extra for every customer or client without charging for it. 3) Reward them each time they refer someone who becomes a customer. Your reward can be as simple as a credit toward their next order from you. 4) The management of Big Bazaar can improve their understanding of the role and capabilities of advertising to improve customer relation and enhance loyalty. This understanding should in turn results in a more effective and more efficient advertising campaign. 5) 6) Visual Merchandising:- It is often seen that the people come to the store to browse rather than buy. Schemes: In store Promotions: The people visiting the store should be encouraged to visit the store again and again. So it is necessary to delight the shoppers with the shopping experience. It has been observed in international shopping malls that there are in-store promotions like lucky draws for entrants surprise winners and so on at random

6. REFERENCES
[1] AC Nielsen. 2007. Survey of Consumer's Shopping Behaviour and Perceptions toward Modern & Traditional Trade Channels in Indonesia. Report to the World Bank/Indonesia.

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[2] Commerce and Industry Ministry. 2007. India Retail Report 2007. Delhi: Commerce and Industry Ministry, January. [3] Faiguenbaum, S., J.A. Berdegu and T. Reardon. 2002. The Rapid Rise of Supermarkets in Chile: Effects on Dairy, Vegetable, and Beef Chains, Development Policy Review, 20 (4), September: 459-471. [4] Financial Express. 2007. Mayawati: Retail to open to RIL. December 25. [5] Hen, N.E. 2007. Speech at the Official Opening of the Singapore Institute of Retail Studies, March 20, Toa Payoh HDB Hub.

http://www.mom.gov.sg/publish/momportal/en/press_room/mom_speeches/2007/2007020speech_by0.html. Ho, S-C. 2005. Evolution versus tradition in 6. [6] Reardon, T. and R. Hopkins 2006. The Supermarket Revolution in Developing Countries: Policies to Address Emerging Tensions among Supermarkets, Suppliers and Traditional Retailers. The European Journal of Development Research, vol. 18, No. 4, December 2006, pp. 522-545, December, [7] www.google.com [8] www.mmx..com [9] www.bigbazaar.com

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