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CHAPTER - I INTRODUCTION

The ‘focus mall’ the biggest mall of its kind in Kerala is all set to revolutionize the shopping experience in Calicut with thought fully designed space, futuristic facilities and a prime location that ensure ever increasing foot falls. ‘Calicut’ is the most developed city in North Kerala with an eventful history. It is the most important coastal city of Malabar, the North region of Kerala. It was a leading trade center for spices on the west cost of India during the medieval period. Calicut found a place in world history will the discovery of sea route to Indian in 1498 by the Portuguese navigator Vascoda Gama. He launched at Kappad a Costal fishing village and history was changed with the

political scenario of India ending with its colonization by the British. It remained under the Madras presidency till the formation of Kerala in 1956 after independence. Now the commercial hub of north Kerala offers a never before opportunities with the biggest shopping mall in Kerala ‘The Focus Mall’.
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THE FOCUS MALL
Location Focus mall is situated in the center and heart of Calicut city with wide approach from all areas. Accessibility It is easy accessible by road and is situated just opposite to private bus stand and very near to KSRTC bus stand and railway station. Building Its been designed in the latest fashion and trend suiting the industry according to the taste and choice of the public to catch their attention. Area It has got five floors with around 2.5 lakhs square feet equipped with all modern amenities for total convenience. Facilities It has got all the facilities that is put excellence that is required for a mall including centrally air-condition escalators and see-through capsule elevators. Shopping An ideal place to shop, it has a big anchor shop and all the retail outlets of leading brand names be it is apparels, clothes, foot wears, etc….
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Parking It is the only building in the state which has vehicle parking facility for more than 600 numbers both in the basement and in the top. Customers An average of 1000 high end customers visiting daily ranging from all age group, i.e. from kids to children to youngsters to adults. Zone There is a separate entertainment zone for kids for their fun and time pass, so that the parents can shopping with ease. Staff Highly trained staff and professionals have been appointed to take care of all the needs of customers. Food court The mall holds the unique recognition of having the largest food court in the state.

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5 lakhs square feet across six floors. 4 . • Parking on ground and top floor for over 600 cars. • Equipped with all modern amenities for total convenience. • Big anchor shop and mega retail brands • Kid’s entertainment zone. • Food court and restaurant.FEATURES OF FOCUS MALL • Around 2.

when and how consumers buy.II NEED FOR THE STUDY • Buyers reactions to a firms marketing strategy has a great impact on the firm’s success. 5 . • Marketers can better predict how consumers will respond to marketing strategies. • The marketing concept stresses that a firm should create a marketing mix that satisfies customers therefore need to analyze the what.CHAPTER .

• The study will help to increase the ratio of sales of products. 6 . • The study helps in improving the overall functioning of the mall.CHAPTER .III SCOPE OF THE STUDY • The study will help to improve the standard of the mall.

• To know consumers attitude towards services offered by stores located at malls.CHAPTER . • To study the demographic profile of the mall consumers. • To suggest suitable suggestion to improve the service offered by the mall. • To elicit the consumers preference towards various shops. 7 .IV OBJECTIVES • The primary objective of the study is analysing consumers buying behavior in focus malls.

so generalization of result is not possible. so there is a chance for biased information. 8 .CHAPTER . • Time period of study is restricted.V LIMITATIONS OF THE STUDY • It is restricted to the particular mall. • Perspectives of the consumers differ from person to person.

Rupali Tambakhe.G. 9 .CHAPTER . The most important factor for visiting malls is social shopping. Lakshmi Jagannathan and K. The study focus on the buying behavior of people from malls. forth important factor is the adventure shopping. with whome they preferred to go shopping etc. role shopping is the third significant factor which selects the enjoyment that shoppers desire from shopping for others. Parag Unadkat.VI REVIEW OF LITERATURE K. buying behavior is the decision processes and acts of people involved in buying and using products. Akhil Sadhale. Saurabh Kalwint and Swati Kunnure have done a research on ‘Buying Behaviour in shopping malls’ during the year 2003. Idea shopping is the second significant motivational factor for visiting malls. Buying behavior can be affected by personal cultural or social factors. Hemalatha. Ravichandran have done a research on ‘Shopping Behaviour in Malls in globalised economics’ the major findings of the study are the important motivational reasons for visiting mall.

10 .The major findings of the study was the buyers reactions to a firms marketing strategy and the marketing concept that a firm should create which satisfies the customers.

Sampling Design Sampling is the process of selecting units (eg: people) from a population of interest so that by studying the sample we may fairly generalize our results back to the population from which they were chosen. It is to deliver answers through certain scientific procedures. Research Design This topic comes under descriptive research as it includes surveys and structured questionnaire. This research includes surveys through questionnaires and fact finding enquiries. 11 .CHAPTER .VII RESEARCH METHODOLOGY Research in common practice refers to the search for knowledge. Research is to view in depth about certain aspects which are very important in the smooth functioning of a procedures features and analyzing various attributes which should be put forth. Type of Research Descriptive research design is used.

Primary Data Collection Questionnaire 2. Method of Data Collection 1. 12 .000 customers (consumers) visit the mall per day) Sampling Technique The sampling technique used for this study is ‘mall intercept method’. Percentage Analysis Percentage analysis has been widely used in the study. Secondary Data Collection • Internet • Websites Tools Used for Data Analysis The statistical tools used for analysis of data were percentage analysis and chi-square test.Here the population is ‘finite’ (Approximately 10. Sampling Size The sample size chosen for the study is 150 respondents. 1.

The data collected must be drawn at random from the universe or population.Percentage is arrived by dividing the number of respondents for particular question by the total number of respondents. Chi –Square test Chi-square test is a non-parametric test used for analysis of data. 2. 13 . It can be used if the experimental data or sample observations are independent of each other.

67% are female.33 34.33% of the respondents are male and 34.CHAPTER .VIII ANALYSIS AND INTERPRETATION TABLE -1 TABLE SHOWING THE GENDER OF RESPONDENTS Option Male Female Total Interpretation Number of Respondents 98 52 150 Percentage 65. 14 .67 100 From the above table it is observed as 65.

67 20 10 0 Male Gender Female 15 .33 34.CHART -1 CHART SHOWING THE GENDER OF RESPONDENTS 70 60 50 40 30 g a t n c r e P 65.

33 31.67% are aged above 50 years.67 100 From the above table it is observed as 42.67 21. 21.33% are between 35-50 years and 4.67% of respondents are aged below 25 years.TABLE -2 TABLE SHOWING THE AGE GROUP OF RESPONDENTS Option Below 25yrs 25-35yrs 35-50yrs Above 50 yrs Total Interpretation Number of Respondents 64 32 47 7 150 Percentage 42. 31.33 4.33% are between 25-35 years. 16 .

33 21.CHART -2 CHART SHOWING THE AGE GROUP OF RESPONDENTS 45 40 35 30 25 20 15 10 5 0 42.67 Below 25yrs 25-35yrs 35-50yrs Above 50 yrs Ag eGroup 17 .67 31.33 g a t n c r e P 4.

18 .67 100 From the above table it is observed as 75.33 24.33% and people like the concept of shopping malls and 24.67% does not.TABLE -3 TABLE SHOWING THE PEOPL LIKES THE CONCEPT OF SHOPPING MALLS Option Yes No Total Interpretation Number of Respondents 113 37 150 Percentage 75.

CHART-3 CHART SHOWING THE PEOPL LIKES THE CONCEPT OF SHOPPING MALLS 24.67 Yes 75.33 No 19 .

67 23.67% are satisfied with the environment in focus mall and 23.33 100 From the above table it is observed as 76.TABLE -4 TABLE SHOWING THE ENVIRONMENT IN FOCUS MALL Option Yes No Total Interpretation Number of Respondents 115 35 150 Percentage 76.33% does not. 20 .

CHART -4 CHART SHOWING THE ENVIRONMENT IN FOCUS MALL No 23.33 n o i t p O Yes 76.67 0 20 40 60 80 100 Percentage 21 .

22 . 26% of the respondents are not satisfied with the service provided in the mall.TABLE -5 TABLE SHOWING THE SATISFACTION LEVEL OF SERVICE PROVIDED IN MALL Option Yes No Total Interpretation Number of Respondents 111 39 150 Percentage 74 26 100 From the above table it is observed as 74% of respondents are satisfied with the service provided in the mall.

CHART -5 CHART SHOWING THE SATISFACTION LEVEL OF SERVICE PROVIDED IN MALL 74 80 70 60 50 40 30 20 10 0 Yes Option No 26 g a t n c r e P 23 .

33 30 18 18.67% visit mall with friends and family.67 100 From the above table it is clear that 33.TABLE -6 TABLE SHOWING THE PEOPLE VIST MALL WITH Option Friends Alone Family Friends & family Total Interpretation Number of Respondents 50 45 27 28 150 Percentage 33. 24 .33% respondents visit the mall with friends 30% of respondents visit alone 18% respondents visit with family and 18.

67 P e c r g a t n Friends Alone Option Family Friends& family 25 .CHART-6 CHART SHOWING THE PEOPLE VIST MALL WITH 35 30 25 20 15 10 5 0 33.33 30 18 18.

TABLE -7 TABLE SHOWING THE FREQUENCY OF VISITING FOCUS MALL Option Quarterly Monthly Weekly Total Interpretation Number of Respondents 61 68 21 150 Percentage 40.67% of respondents visit the mall quarterly 45.33% visit the mall monthly and 14% of respondents visit the mall weekly.67 45. 26 .33 14 100 40.

33 40.67 g a t n c r e P 14 Quarterly Monthly Option Weekly 27 .CHART -7 CHART SHOWING THE FREQUENCY OF VISITING FOCUS MALL 50 45 40 35 30 25 20 15 10 5 0 45.

6.TABLE -8 TABLE SHOWING THE MODE OF PAYMENT Option Cash Credit cards Cash & credit cards Others Total Interpretation Number of Respondents 43 31 66 10 150 Percentage 28.67 44 6.67% pay’s in cash.67 20. 44% of respondents shop with both cash and credit cards. 20. 28 .66 100 28.66% of respondents do other mode of payments.67% pays by using credit card.

67 20.CHART -8 CHART SHOWING THE MODE OF PAYMENT 50 45 40 35 30 25 20 15 10 5 0 44 28.66 g a t n c r e P Cash Credit cards Cash & credit cards Others Option 29 .67 6.

33% of the respondents prefer all. 14% of the respondents are entertainment.67% of the respondents prefer hangout.TABLE -9 TABLE SHOWING THE PURPOSE OF VISIT TO THE FOCUS MALL Option Shopping Entertainment Hangout Shopping and hangout Shopping and entertainment All Total Interpretation Number of Respondents 57 21 22 15 9 26 150 Percentage 38 14 14.33 100 38% of the respondents are shopping. 14. 30 . 10% of the respondents do shopping and hangout. 6% of the respondents prefer shopping and entertainment and 17.67 10 6 17.

CHART -9 CHART SHOWING THE PURPOSE OF VISIT TO THE FOCUS MALL All Shopping and entertainment Shopping and hangout 6 10 17.67 14 38 15 20 25 30 35 40 Percenta g e 31 .33 s n o i t p O Hangout Entertainm ent Shopping 0 5 10 14.

67% would like to consume daily products.33 12 100 32 .TABLE -10 TABLE SHOWING THE TYPE OF PRODUCTS RESPONDENTS PREFER TO CONSUME Option Daily products Grocery Cloths Ornaments Luxurious goods Watches Health / fitness products Food court Total Interpretation 36.67% buy watches. 6% and respondents buy grocery 12% buy cloths.67 6 12 21. 21. 3.33 6 2.67 3.33% buy health and fitness products and 12% of people consume from food court. 2. Number of Respondents 55 9 18 32 9 4 5 18 150 Percentage 36. 6% buy luxurious goods.33% buy ornaments.

67 3.67 21.CHART -10 CHART SHOWING THE TYPE OF PRODUCTS RESPONDENTS PREFER TO CONSUME 40 35 30 25 20 15 10 5 0 36.33 12 6 6 2.33 12 g a t n c r e P Daily products Grocery Cloths Ornaments Luxurious goods Watches Health / Food court fitness products Option 33 .

67 19.33% spend 2 hours for shopping.67 19.33 42.33 100 34 .TABLE -11 TABLE SHOWING THE TIME SPEND IN MALL FOR SHOPPING BY THE RESPONDENTS Option 1 hour 2 hours 3 hours 4 hours & above Total Interpretation 18.67% spend till 1 hour for shopping.67% spend till 3 hours and 19.33% spend 4 and above hours to shopping. 42. 19. Number of Respondents 28 29 64 29 150 Percentage 18.

67 19.33 g a t n c r e P 1 hour 2 hours 3 hours Option 4 hours & above 35 .33 19.CHART -11 CHART SHOWING THE TIME SPEND IN MALL FOR SHOPPING BY THE RESPONDENTS 45 40 35 30 25 20 15 10 5 0 42.67 18.

33% of respondents are salaried 18% do business and 12.67 22 100 47.TABLE -12 TABLE SHOWING THE OCCUPATION OF THE RESPONDENTS Option Salaried Business Wage/earners None Total Interpretation Number of Respondents 71 27 19 33 150 Percentage 47.67% are earners and 22% are none employed.33 18 12. 36 .

67 22 g a t n c r e P Salaried Business Wage/earness Option None 37 .33 18 12.CHART -12 CHART SHOWING THE OCCUPATION OF THE RESPONDENTS 50 45 40 35 30 25 20 15 10 5 0 47.

0 – 1000 Rs.000. 38 .33 27. 10000 & above Total Interpretation Number of Respondents 50 41 33 26 150 Percentage 33.10000 Rs.33% spend 10005000 and 22% spend 5000 -10000 and 17.33 22 17.34% spend above 10. 1000-5000 Rs.33% spend 0-1000 on shopping from the mall 27.34 100 33.TABLE -13 TABLE SHOWING THE EXPENDITURE ON SHOPPING THE MALL Option Rs. 5000 .

CHART -13 CHART SHOWING THE EXPENDITURE ON SHOPPING THE MALL 35 30 25 20 15 33. 5000 10000 Rs.33 27.34 g a t n c r e P 10 5 0 Rs. 1000-5000 Rs. 0 – 1000 Rs.33 22 17. 10000 & above Option 39 .

33% are attracted to shopping mall due to its infrastructure and 25.33% are due to Air conditioning and 22.67 18.33 25.67% are attracted due to entertainment. 40 .67 100 33.33 22.TABLE -14 TABLE SHOWING THE ENVIRONMENT ATTRACTING RESPONDENTS IN ‘FOCUS’ Option Attractive infrastructure Air conditioning Rolling steps Entertainment Total Interpretation Number of Respondents 50 38 34 28 150 Percentage 33.67% are due to rolling steps and 18.

33 33.CHART-14 CHART SHOWING THE ENVIRONMENT ATTRACTING RESPONDENTS IN ‘FOCUS’ 18.67 25.33 Attractive infrastructure Air conditioning Rolling steps Entertainm ent 41 .67 22.

18% likes due to card money can be used.67% likes due to all the reasons.33 18 12.TABLE -15 TABLE SHOWING THE REASON FOR LIKING ‘FOCUS MALL’ Option All products are available under one roof Save money on transportation Card money can be used Discounts & Offers All the above Total Interpretation Number of Respondents 44 20 27 19 40 150 Percentage 29. 42 .67 26.67% likes due to discount and offers and 26. 12.67 100 29.33% likes ‘Focus Mall” because of all products under one roof.33 13.33% due to saving money on transportation. 13.

67 n o i t p O Save m oney on transportation All products are available under one roof 0 5 10 29.33 26.CHART -15 CHART SHOWING THE REASON FOR LIKING ‘FOCUS MALL’ All the above Discounts & Offers Card m oney can be used 12.67 18 13.33 15 20 25 30 35 Perc enta g e 43 .

TABLE -16 TABLE SHOWING THE SATISFACTION LEVEL OF THE PARKING FACILITY AT THE MALL Option Yes No Total Interpretation Number of Respondents 87 63 150 Percentage 58 42 100 58% are satisfied with the parking facility at the mall and 42% does not. 44 .

CHART -16 CHART SHOWING THE SATISFACTION LEVEL OF THE PARKING FACILITY AT THE MALL 42 58 Yes No 45 .

67% are not satisfied.33% of respondents are satisfied with the staffs service and the mall and 24. 46 .67 100 75.33 24.TABLE -17 TABLE SHOWING THE SATISFACTION LEVEL OF THE STAFFS SERVICE OF THE MALL Option Yes No Total Interpretation Number of Respondents 113 37 150 Percentage 75.

33 47 .67 Yes No 75.CHART -17 CHART SHOWING THE SATISFACTION LEVEL OF THE STAFFS SERVICE OF THE MALL 24.

TABLE -18 TABLE SHOWING THE DATA OF SHOPPING AT DISCOUNT SEASON BY RESPONDENTS Option Yes No Total Interpretation Number of Respondents 69 81 150 Percentage 46 54 100 46% of people shop mostly on discount season and 54% shopes on non discount season. 48 .

CHART -18 CHART SHOWING THE DATA OF SHOPPING AT DISCOUNT SEASON BY RESPONDENTS 54 54 52 50 48 46 44 42 Yes Option No g a t n c r e P 46 49 .

33% does not like it. 50 .67% are satisfied with the overall functioning of the mall and 23.67 23.TABLE -19 TABLE SHOWING THE SATISFACTION LEVEL OF THE OVERALL FUNCTIONING OF THE MALL Option Yes No Total Interpretation Number of Respondents 115 35 150 Percentage 76.33 100 76.

CHART -19 CHART SHOWING THE SATISFACTION LEVEL OF THE OVERALL FUNCTIONING OF THE MALL 76.67 80 60 40 20 0 Yes Option No g a t n c r e P 23.33 51 .

33% are not satisfied.TABLE -20 TABLE SHOWING THE SATISFACTION LEVEL OF THE SAFETY STANDARDS OF THE MALL Option Yes No Total Interpretation Number of Respondents 106 44 150 Percentage 70.33 100 70. 52 .67 29.67% of the people are satisfied with the safety standards of the mall and 29.

33 g a t n c r e P Yes Option No 53 .CHART -20 CHART SHOWING THE SATISFACTION LEVEL OF THE SAFETY STANDARDS OF THE MALL 80 70 60 50 40 30 20 10 0 70.67 29.

TABLE -21 TABLE SHOWING THE SATISFACTION LEVEL OF THE AFTER SALES SERVICE

Option Yes No Total Interpretation

Number of Respondents 91 59 150

Percentage 60.67 39.33 100

60.67% are satisfied with the after sales service and the mall and 39.33% are not satisfied.

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CHART -21 CHART SHOWING THE SATISFACTION LEVEL OF THE AFTER SALES SERVICE

70 60 50 40 30 20 10 0

60.67 39.33

e P g a t n c r

Yes Option

No

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TABLE -22 TABLE SHOWING THE DIFFICULTY BILL CLEARANCE DUE TO LONG QUEUE

Option Yes No Total Interpretation

Number of Respondents 76 74 150

Percentage 50.67 49.33 100

50.67% find it difficult to pay the bill due to buy queue and 49.33% of respondents does not.

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CHART -22 CHART SHOWING THE DIFFICULTY BILL CLEARANCE DUE TO LONG QUEUE 49% 51% Yes No 57 .

TABLE -23 TABLE SHOWING THE SUGGESTIONS TO IMPROVE THE STANDARD AND SALES OF PRODUCT Option Yes No Total Interpretation Number of Respondents 27 123 150 Percentage 18 82 100 18% of respondent has suggesting to improve the standards and sales of the products and 82% does not. 58 .

CHART -23 CHART SHOWING THE SUGGESTIONS TO IMPROVE THE STANDARD AND SALES OF PRODUCT 100 80 60 40 20 0 Yes Option g a t n e c r P 82 18 No 59 .

05 (usually). We can use the equation Chi Square = the sum of all the (O i – Ei)2. In a test of independence the null and alternative hypothesis are: Null Hypothesis H0: The two categorical variables are independent or not associated. Once the expected values have been calculated for each cell. For example. 60 . Level of Significance: 5% level or =0.Chi Square Test of Independence For a contingency table that has r rows and c columns. Here Oi denotes the frequency of the observed data and Ei is the frequency of the expected values. we can use the same procedure are before for a simple 2 x 2 table. the chi square test can be thought of as a test of independence. for cell a the expected value Ei would be (a+b+c)(a+d+g)/N. Alternative Hypothesis H1: The two categorical variables are related. The general table would look something like the one below: Category I Sample A Sample B Sample C Column Totals a d g a+d+g Category II b e h b+e+h Category III c f I c+f+I Row Totals a+b+c d+e+f g+h+I a+b+c+d+e+f+g+h +i=N Now we need to calculate the expected values for each cell in the table and we can do that using the row total times the column total divided by the grand total (N).

Ei| (Oi .Expecte Observed d |Oi .Ei)2/Ei Chi Square observe value = in this example. Degrees of Freedom for 3x3 table= (r .1)(c .Ei)2 (Oi .1) = 2(2) =4 Σ (Oi — Ei)2/ Ei 61 .

Alternative Hypothesis H1: There is an association between Gender and satisfaction towards overall functioning of the mall.05.Chi Square test for association between Gender and satisfaction towards overall functioning of the mall Null Hypothesis H0: There is no association between Gender and satisfaction towards overall functioning of the mall. Level of Significance: 5% level or α=0.725 for 1 d.12) is less than the Chi square expected value (3. The satisfaction towards overall functioning of the mall is equally distributed over gender..f. 62 .84) at 5% level of significance with probability 0. Satisfaction towards overall functioning of the mall Satisfie d Gende r Male Femal e Total 76 39 115 Not satisfie d 22 13 35 98 52 150 Interpretation: Since the Chi Square observed value (0. we accept the null hypothesis and say that gender and satisfaction towards overall functioning of the mall are not associated.

The satisfaction towards after sales service is equally distributed over gender.Chi Square test for association between Gender and satisfaction towards after sales service Null Hypothesis H0: There is no association between Gender and satisfaction towards after sales service. Satisfaction towards after sales service Satisfie d Gende r Male Femal e Total 57 34 91 Not satisfie d 41 18 59 98 52 150 Interpretation: Since the Chi Square observed value (0. we accept the null hypothesis and say that gender and satisfaction towards after sales service are not associated.84) at 5% level of significance with probability 0. Alternative Hypothesis H1: There is an association between Gender and satisfaction towards after sales service.389 for 1 d..f. 63 .05. Level of Significance: 5% level or α=0.74) is less than the Chi square expected value (3.

6%) • The majority of the respondents visit the mall with friends (33.33%) • The majority of the respondents are satisfied with the environment of the focus mall (76.67%) 64 .33%) • The majority of the respondents make payment through cash and credit cards(44%) • The majority of the respondents visit the mall for shopping (38%) • The majority of the respondents consume daily products (36.33%) • The majority of the respondents are below 25years(42.67%) • The majority of the respondents mall(75.CHAPTER .67%) • The majority of the respondents provided by the mall (74.33%) are satisfied with the service like the concept of shopping • The majority of the respondents visits the mall monthly (45.IX FINDINGS • The majority of the respondents are males (65.

67%) are satisfied with the parking 65 .33%) • The majority of the respondents like the mall because all products are available under one roof(29.33%) • The majority of the respondents are attracted to the infrastructure of the shopping mall (33.33%) • The majority of the respondents spend about upto Rs 1000(33.67%) • The majority of the respondents are salaried people (47.• The majority of the respondents spend upto 3 hours for shopping (42.33%) • The majority of the respondents facilities of the mall (58%) • The majority of the respondents are satisfied with the staff service (75.33) • The majority of the respondents don’t shop during discount season (54%) • The majority of the respondents are satisfied with over all functioning of the mall (76.

• The majority of the respondents are satisfied with the safety standards of the mall (70.67%) • The majority of the respondents don’t have any suggestion regarding the improvement of the standards and sales of the products (82%) find it difficult to pay the bill 66 .67%) • The majority of the respondents are satisfied with the after sales service (60.67%) • The majority of the respondents because of the long queue (50.

car expo.X SUGGESTIONS • Parking facilities of the mall should be improved • Programmes like fashion shows .CHAPTER . • There must be more entertainment facilities for attracting the young crowd in to the mall 67 .etc should be conducted in order to increase the walk in to the mall and also to improve the standards and the sales ratio of the mall • More number of bill counters should be introduced in order to reduce the difficulty faced by the shoppers in billing procedures.

groups and organization select. 68 . use and dispose of goods.CHAPTER . The consumer behavior suggest how individual. It also clues for improving or introducing products or services. etc. The marketers always look for emergent trends that suggest new marketing opportunities and here in India a lot of opportunities are available. ideas or experience to satisfy their needs and wants. services. buy. setting price.XI CONCLUSION The study of consumer behavior is the most important factor for marketing of any goods and services. devising channels.