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

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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
23

Satendra Bhardwaj et. al / VSRD International Journal of Business & Management Research Vol. 1 (5), 2011

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

Exploratory

Data Source

Primary & Secondary data

Research Instrument

Questionnaire

Sample Plan

Shopping Malls of Aligarh and Mathura

Sample Size

50 customers

Sampling Procedure

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

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

Graph 1
AGE GROUP

50 and over
14%

16-20
20%

40-50
16%

20-30
30%

30-40
20%

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

TOTAL

PERCENTAGE

KIRANA STORE

16%

LOCAL MARKET

12

24%

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SHOPPING MALLS

15

30%

SHOW ROOMS

15

30%

TOTAL

50

100%

Graph 2

CUSTOMER PURCHASE PREFERENCES

KIRANA STORE
16%

SHOW ROOMS
30%

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

TOTAL

PERCENTAGE

SHOPPING

23

46%

ENTERTAINMENT

19

38%

WINDOW SHOPPING

16%

TOTAL

50

100%

Graph 3
PURPOSE O F V ISITING S HOP PING MALLS

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

TOTAL

PERCENTAGE

DAILY

10%

WEEKLY

15

30%

FORTNIGHTLY

20

40%

MONTHLY

10

20%

TOTAL

50

100%

Graph 4

VISITING FREQUENCY

DAILY
10%

MONTHLY
20%

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

1st Perf

Branded

Trend &

All under

Affordability

Item

Fashion

one room

Total

30

50

nd

10

20

12

50

3rd

14

12

16

50

th

22

10

14

50

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Total

50

50

50

50

200

Graph 5

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

8
30

12

14
16
All under one room
10

20

12

Branded Item

8
8
4
1st Perf

Trend & Fashion

Affordability

22
10
2nd

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

TOTAL

PERCENTAGE

YES

30

60%

NO

20

40%

TOTAL

50

100%

Graph 6

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

TOTAL

PERCENTAGE

EXPENSIVE

12%

PARKING FACILITY

16%

WEEKEND RUSH

16

32%

OTHERS

20

40%

TOTAL

50

100%

Graph 7

DRAWBACK IN SHOPPING MALLS

EXPENSIVE
12%
PARKING

OTHERS
40%

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

TOTAL

PERCENTAGE

YES

35

70%

NO

15

30%

TOTAL

50

100%

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Satendra Bhardwaj et. al / VSRD International Journal of Business & Management Research Vol. 1 (5), 2011

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

Good

Average

Poor

TOTAL

PARKING FACILITY

30

11

50

QUALITY OF SERVICE

11

25

50

QUALITY OF PRODUCT

16

15

10

50

VALUE FOR MONEY

20

11

11

50

Graph 9

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

2
0

ye s

10

15

20

25

S e rie s 1

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

18

S e rie s 1

6
4

0
C r.F a c ility

3.13.

T r.F a c ility

D l. fa c ilit y

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

Series1

18

9
3

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

3.15.

Series1

25

No

0
Can'tsay

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)

Visual Merchandising:- It is often seen that the people come to the store to browse rather than buy.

6)

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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