A

SYNOPSIS
ON
IMPACT OF SHOPPING MALL IN SMALL TOWN ON CONSUMER
BEHAVIOUR
(AN OVERVIEW)
SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT
OF THE
DEGREE
of

MASTERS OF BUSINESS ADMINISTRATION

Department of Management Studies,
Jai Narain Vyas University,
Jodhpur (Raj.)
2011-2013

Supervised by:
Dr. Meeta Nihlani
(M.B.A., Ph.D.)

Submitted By:
Kirti Jaiswal
(M.B.A., 1st Sem.)

To,
The Head of Department,
Department of Management Studies,
Jai Narain Vyas University,
Jodhpur.
Date:
Respected Maam,
Subject: Synopsis for the term paper on topic IMPACT OF SHOPPING MALL IN SMALL TOWN ON
CONSUMER BEHAVIOUR.

.
In requirement of the partial fulfillment for MBA, 1st Semester, I want to submit the synopsis of
term paper on the topic IMPACT OF SHOPPING MALL IN SMALL TOWN ON CONSUMER BEHAVIOUR.
under the supervision of Dr. (Mrs.) Meeta Nihlani.
So, kindly grant me permission to prepare term paper on the above mentioned topic.
Thanking you.
Yours Sincerely,
Kirti jaiswal
MBA, 1st Semester.

Introduction:
.
This article starts with the impact of shopping mall, but what shopping mall in general
means it is a group of stores or shops in a building. The first thing that comes in our mind about
the shopping malls is that it is a big enclosed building housing a variety of shops or products. But
in brief a shopping mall, shopping centre, shopping arcade or simply mall is one or more
buildings forming a complex of shops representing merchandisers, with interconnecting
walkways enabling visitors to easily walk from unit to unit, along with a parking area a
modern, indoor version of the traditional marketplace.
This article presents the current changing scenario of shopping mall in small town
consumers and impact of malls in their buying behavior. This article provides information about
the changing stories of the small town consumers, their rising incomes in the hands of the young
population, expansions in the availability of the products and services, easy availability of the
credit and rising acceptability of debts has affected the buying behaviors of consumers. This
examines the impact of growing congestion of shopping mall in urban areas on shopping
conveniences and shopping behavior.
India and its markets are undergoing a sweeping change. This change is not only in the
market structures but also in the way goods are being sold. Today markets and their processes are
more flexible in all aspects like price, delivery and choices etc. The new Snow-white market
places have started to replace the traditional bazaar into malls. India has a large middle class as
well as youth population, which has contributed greatly to the retail phenomenon. The middle
class is considered to be a major potential customer group. The youth are perceived as trend
setters and decision makers.

Scenario of malls in small town

While the malls in small town are attracting a lot of interest in the form of footfalls of
visitors, they are not able to convert a sufficient number of these into purchases. This is where
the malls need to be flexible and learn from the kirana stores a traditional format of small,
corner retailers popular in india.The problem being studied in this article is that of the Indian
malls and how to adapt them to the Indian context. It looks at the possibility of the malls
replacing the Kirana stores (a popular form of market stores in India) by adopting a flexible
strategy which enables it to successfully adopt the key features of these local stores and at the

same time provide the benefits of the shopping malls. The study undertakes an analysis of the
attitudes of small town consumers towards these malls and how the malls need to modify
themselves to better service the Indian consumer.

Impact of malls on consumers buying behavior

The consumer decision- making process is a complex phenomenon. The purchase of goods
or services includes a number of factors that could affect each decision. Decision making is more
complex and even more important for consumers today than in the past. Consumers are attracted
by advertising, news articles, and direct mailings that provide an abundance of information,
much of it with mixed messages.
In addition, increases in the number and variety of goods, stores, and shopping malls, and
the availability of multi component products and electronic purchasing capabilities have
broadened the sphere for consumer choice and have complicated decision making. With certain
decision-making traits that combine to form a consumer's decision-making styles Understanding
buying behavior pattern in shopping malls is not enough without understanding the composition
and origin of the customer. Today most of the small town customers are attracted by the different
things. So that most of the Indian shopping malls dont know what they want and looses their
credibility and loyalty in customers.
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, quality shoppers, fashion shoppers, brand conscious
shoppers and impulse shoppers and they act according to their characters in buying different
things.

Objectives:
1. To understand the how changes are coming in the mind of customer regarding shopping
malls in small town.
2. To find the impact of demographics like age, income, gender on buying behavior of
consumers.
3. To find out what difficulties consumer are facing at the time of buying and after buying in
shopping malls.
4. To identify good & bad experiences regarding shopping malls.

Assumptions:
Shopping mall needs to responds to following challenges in small town.
1. Despite the ability of different product and services shopping malls need to improve their
selling pattern.
2. Understanding buying behavior pattern in shopping malls is not enough without
understanding the composition and origin of the customer.
3. In today market there are lots of general store existing in the market and they are also
giving a big challenge to shopping malls in small town.

Research Methodology:
Primary Data
Primary Data will be collected by using survey method with the help closed end
questionnaire.
Sample size
50 people
Sample design
People of all segments who are buying goods or not buying goods from shopping mall.
Area of Research
Jodhpur
Sampling technique
Random

Secondary data

The secondary data was collected from various books, reports, articles, websites and other
sources.

Bibliography:

A ligthelmin SOUTH AFRICAN JOURNAL OF ECONOMIC AND MANAGEMENT

SCIENCES (2008)
C L Tyagi, Arun Kumar(2009) CONSUMER BEHAVIOUR
Aviv shoham and maja makeovec Brencic (2003) Compulsive buying behavior. Journal
of

consumer marketing,vol20,no2.

References:

http://www.indianjournals.com/glogift2k6/glogift2k6-1-1/theme_2/Article%204.htm
www.accman.in/images/.../Pattern_of_Growth_in_Indian_Retail_Industry.doc
http://www.equestindia.com/eq/article_3.asp
http://www.scribd.com/doc/45935597/consumer-buying-behavior-toward-shoppingmalls-Live-Project-of-CB-Raghvendra-Patel-amp-Shrisir-Pratap-Singh
http://www.mendeley.com/research/impact-shopping-mall-development-small-township-retailers