The effects of Mall culture on Indian Consumer Buying Behaviour.

A case study of Big Bazaar

TABLE OF CONTENT
Acknowledgment

Abstract

Chapter-1: Introduction

10

1.1. Introduction

10

1.2. Case Study Background: Big Bazaar

11

1.3. Growth of Malls in India

12

1.4. Mall Culture

14

1.5. Malls in Indian Culture

15

1.6. Consumer Behavior

16

1.7. The Indian Retail Industry

17

1.8. Project Aim and Objectives

20

1.9. Research Question

20

1.10. Research Methodology

20

1.11. Research Structure

21

Chapter-2: Literature Review

22

2.1. Introduction

22

2.2. Marketing

22

2.2.1. Marketing Mix

2.3. Consumer Buying Behaviour

23
25
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2.3.1. Stages in consumer buying process

25

2.3.2. Types of consumer buying

27

2.3.3. Factors affecting consumer buying behavior

28

2.4. Theoretical Background

29

2.5. Consumer and Cultural Effect

32

2.6. Consumer decision making process

35

2.6.1. Characteristics of Indian Consumers

37

2.6.2. Changing attitude of Indian Consumers

39

2.7. Mall management

40

2.7.1. Marketing in malls

40

2.7.2. Marketing mix and malls

44

2.8. Indian Scenario: Mall Management

2.8.1. Current Players in retail industry

46
47

2.9. Conclusion

50

Chapter-3: Research Methodology

51

3.1. Introduction

51

3.2. Research Approach

53

3.2.1. Deductive and Inductive Approach

53

3.2.2. Qualitative and Quantitative Data

54

3.3. Data Collection

57

3.3.1. Primary Data

57

3.3.2. Secondary data

57

3.4. Research Philosophy

58

3.5. Research Strategy

59

3.6. Sample Selection

60
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3.7. Analysis of Data

60

3.8. Tools Used

61

3.9. Quality Standards

61

Chapter-4: Findings and Analysis

63

Chapter-5: Conclusion

93

References

96

Appendix

101

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