RESEARCH METHODOLOGY

A
RESEARCH On BUYING BEHAVIOR IN SHOPPING MALLS

Researchers: 1. Akhil Sadhale. 2. Devendra Mansoor. 3. Nilkanth Hambarde. 4. Parag Unadkat. 5. Rupali Tambakhe. 6. Saurabh Kalwint. 7. Swati Kunnure. 208 191 183 200 187 188

BUYING BEHAVIOR: Buying Behavior is the decision processes and acts of people involved in buying and using products.

Main factors affecting Buying Behavior :

1. Personal 2. Cultural 3. Social

NEED FOR STUDYING BUYING BEHAVIOR:

* 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 23billion by 2010.

EVOLUTION OF RETAIL MALL IN INDIA

Traditional Government Support

Rural

Modern

Weekly Markets

Kiranas Mom and Pop

Khadi Stores Ration Shops

Hyper/Super Department Stores Shopping malls

Villages Fairs

Types of consumer in retail mall

Time Killer

Product Groupies

Focused Fulfillers

Pleasure Seeker

General Browsers

Some of the Key Players in Organised Retail

Research in Shopping Malls extracted following facts & figures

DO YOU LIKE THE CONCEPT OF SHOPPING MALLS?

Reasons:
- All products are available under one roof. - Saves money on transportation - Card money can be used. - Use of vouchers - Discounts & offers

ENVIRONMENT IN SHOPPING MALLS:

Reasons:
- Attractive infrastructure. - Air-conditioning - Rolling steps - Entertainment

WHETHER PEOPLE LIKE SERVICES PROVIDED?

PEOPLE VISIT DIFFERENT MARKETS:

PEOPLE VISIT MALLS WITH:

FREQUENCY OF VISITING MALLS:

EXPENDITURE:

MODE OF PAYMENT:

PURPOSE OF VISITING:

TYPES OF PRODUCTS:

TIME SPENT IN MALLS FOR SHOPPING:

OCCUPATION & EXPENDITURE:

DISCOUNT SEASON:

NEGATIVE EXPERIENCE:

NEGATIVE EXPERIENCE: We found out that people were not happy with the safety standards of the mall

The safety standards included : -lack of information regarding Exit Points -lack of firefighting Equipments
We also found that people were not happy with the after 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 .

Conclusion:

The first and most objective of our study is comparative study of consumers buying behavior in retail mall. The study of consumer behavior is the most important factor for marketing of any goods and services. The consumer behavior suggest 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.

The marketers always look for emergent trends that suggest new marketing opportunities and here in India a lot of opportunities are available.

BIBLIOGRAPHY: *A book of Research Methodology: - Krishnaswamy & Ranganathan * Websites: wikipedia.com scrap.com