2014

Research Proposal For Flea Market

On Khargar Skywalk

Namami Ambashtha, Priyam, Saira

Galhotara, Sakshi Singh & Yogesh Sharma
MFM-NIFT, Mumbai
9/22/2014

Introduction
The Khargar skywalk was completed by City and Industrial Development Corporation
(CIDCO) in the year 2010. It was constructed with the primary purpose of facilitating a
hindrance free movement between Khargar railway station & city node.
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It is crossing the Sion-Panvel National Highway with cable suspension bridge resting on 41m
tall pylon. The Total length of the skywalk is 1780 metres, making it Indias longest skywalk.
It has open type escalator in the entrance foyer portion of Khargar railway station with ramp
for alighting. While one arm of the skywalk extends from the suspension bridge to Bharti
Vidhyapeeth College campus, the other arm extends towards the Utsav chowk.

The students of MFM(FMS)-NIFT Mumbai (batch of 2014-16) have taken a research project
for doubling up the Khargar Skywalk as a shopping mart. Vendors and hawker can avail the
skywalk to sell their wares and people living in the nearby nodes can find a common
meeting place apart from shopping.

The skywalk has served its pupose to prevent pedestrians and students from crossing
accident-prone highway. Since there are not as many footfalls as was expected, we are
taking a relook as to how to put it to greater public use CIDCO source said as quoted in the
Times of India article, Khargar Skywalk may double as shopping mart, dated August9, 2014
by Sanjay Banerjee. Also, it has been reported that the monthly electricity bill to illuminate
the skywalk for the past two months was around Rs. 1.50 lakh. CIDCO had defaulted on the
payment and Maharashtra State Electricity Board had cut the power supply and restored it
only after the town planning body promised to pay up in a given period of time.

The following proposal has been prepared for the research to be carried out on the
feasibility of having a flea market on the Khargar Skywalk.

Objective
The overall objective of the research is to examine the feasibility and profitability of
doubling up the Khargar skywalk as a shopping mart/ flea market. This has been broken
into the following sub-objectives;

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a. To identify the Khargar population & understand their buying patterns, along
with their level of acceptance towards products and services offered in a flea
market
The objective would seek to identify the target audience through existing
reports and primary data collection. It will help in understanding the taste Page | 3
and preferences of the target market and their will to spend on products
and services offered in a flea market. It will help in establishing the
profitability of holding the flea market in the region.
b. To examine the physical space and challenges to be faced in setting up the
bazaar
The objective would seek to understand the space and help in
establishing a plan for putting the given space to optimum use. This
would give the exact capacity of the skywalk for stalls/ selling areas
without interfering with the movement of pedestrians using the space to
commute from one node to another.
c. To understand the legalities involved in the project
The objective would seek to understand all the legalities involved in
setting up the bazaar like registration of vendors, taxation & security. This
will also help in identifying the parties involved in the project apart from
the seller and buyer. It will establish the legal requirements/ procedures
for a vendor to take into consideration in order to operate on the
skywalk.
d. To identify the competitors
The objective seeks to identify the existing markets and bazaars in the
Khargar region, products and services offered by them and the footfall
that these markets get. The findings will support the first objective of
identifying the buying patterns of the target market and will help in
estimating the footfall that will be received by the flea market.
e. To establish a process that shall be followed in holding the flea market
This objective being more exploratory in nature would seek to
understand whether a new system is required for the functioning of the
flea market or some existing system can be adapted for the given
space/situation.

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Type of Data
As the research focuses on a service to be provided at a specific location i.e. the Khargar
Skywalk and response of people residing in the region to the same, primary data would be
majorly needed. This would be collected through observation as well as surveys.
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The existing markets and bazaars in the Khargar region will be observed for the buying
pattern and footfall of people in these markets. Surveys would be conducted with a sample
population selected on the basis of scientific factors, to collect data that will help in
specifically identifying the needs, wants and desires of the people of Khargar, their
expectations and acceptability towards such a setup (flea market). Officials of CIDCO will be
personally interviewed to understand the feasibility of the organising the flea market and
the support offered.

Secondary data will be needed to obtain facts and figures about the Khargar population. It
will also help in identifying the existing infrastructural and future development that will
happen in the region, affecting the demographics of the region.

Location of Research
The Research will be carried out in the Kharghar node of Navi Mumbai, targeting the majorly
the immigrant population living in the region like students and working population who are
the expected customers of the flea market.

Sampling Technique
Three different sets of people would have to be taken into consideration while collecting
data for this research;

a. The People of Khargar (Customers)

A sample of 250 people would be surveyed using a questionnaire (the questionnaire

is attached as an annexure to this proposal for ready reference). Judgmental

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Stratified sampling method will be used to conduct the survey. The sample size of
250 will be proportionately divided into the following stratum;

Group/Stratum
A

Description
Size
College Students (18 24 years) 50

B
C

House Wives
50
Working Professionals (22 years 50
28 years)
Adults (30 years 59 years)
50

D
E

Senior Citizens (60 years and 50

beyond)

The purpose of conducting this survey is to collect quantitative as well as qualitative

data from the prospective customers of the flea market.

b. CIDCO Officials
The officials of CIDCO will be personally interviewed by a team in order to discuss the
following concerns;
Does CIDCO have a plan for the flea market?
What amount of initially funding is planned by CIDCO?
How will the vendors be evaluated (if required) and registered by CIDCO?
On what basis the revenue will be collected from the vendors?
What assistance would be provided by CIDCO to vendors?
The purpose of this interview would be to fulfil the requirements of the second, third
and fifth objective of this research.

c. Prospective Vendors and Suppliers

The prospective vendors will also be personally interviewed to understand their
current status, their willingness to expand by opening up a stall on the Khargar
skywalk and their expectations from the market and CIDCO (support).

MARKETING RESEARCH ASSIGNMENT

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Annexure
Questionnaire for the People of Khargar

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Thankyou for giving us your precious time. This questionnaire is a part of a research carried
out to establish the feasibility of doubling up the Khargar Skywalk as a fleamarket.
Name (Optional):
Sex: (M/F)
Age:
Occupation:

1. How often do you go shopping?

Once in a month
Once in 15 days
Once a week
Twice a week
2. Where do you buy your grocery from?
Nearest Mall
Nearest Vegetable Market (Mandi)
From Mumbai City
3. How often do you visit your nearest market?
Once in 15 days
Once in a week
Twice a week
Everyday
4. How often do you shop for clothes?
Once in 6 months
Once in 2 months
Once in a month
Once in 15 days
5. How much do you spend on apparel and accessories in 6 months?
Rs. 4,999 or less
Rs. 5,000 -9,999
Rs. 10,000 20,000

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Rs. 20,000 and above

6. Would you buy a plain black T-Shirt for
Rs. 200
Rs. 500
Rs. 1000
Rs. 2000

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7. Arrange in ascending order as per your preference/ the first thing you look while
purchasing
Brand
Quality
Cost
Place (mall, flea market, boutiques etc)
8. Would you buy headphones from a street vendor?
Yes
No
9. Do you like street food?
Yes
No
10. How often do you use the Khargar Skywalk?
Everyday
Twice a week
Once a week
Occasionally
11. How often do you visit the Colaba Causeway?
Once in a month
Once in 15 days
Once a week
Twice a week
Never been there
12. Do you thing goods sold in flea markets are worth their value?
Yes
No
13. What is your household annual income?
10,000 or less
10,000 20,000
20,000-30,000
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30,000 and above

14. Your views about the Khargar Skywalk
_________________________________________________________
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