CONTENT

Introduction to Retail Marketing

What is traditional shopping?

Imagine going to a store, think of your favorite store in the nearest mall to where you live.
You get into the store, slowly walking from rack to rack, checking out the display, putting a
dress over your body and trying to check out your reflection on one of the nearby full-view
mirrors that are placed all around the store. You move on to the next display rack, and
probably make another selection and do the same thing you did earlier. This is what
traditional shopping is about. Having the ability to physically choose and check out what an
item or product is like, would look like, and what its features are. This is why some
consumers still prefer the traditional type of shopping over online shopping because for one,
it allows them to meticulously check out an item. Some consumers are not quite certain with
their own size, sometimes fitting a size that would normally be bigger or smaller than their
actual size. So in retrospect, while online shopping has not just numerous benefits and
advantages as explained by many online consumers as well as studies and surveys, there are
still conventional shoppers who like to check out the product that they are interested in
buying.

 A shopping mall is a building or group of buildings that contains stores. The stores are
connected by walkways so that consumers can easily walk between the stores. Malls
can be built in an enclosed or open-air format.

 "Shopping center" redirects here. For smaller street side shopping locations, see Strip
mall.

 A shopping mall is a modern, chiefly North American, term for a form of shopping
precinct or shopping center, in which one or more buildings form a complex of shops
representing merchandisers with interconnecting walkways that enable customers to
walk from unit to unit. A shopping arcade is a specific form serving the same purpose.
  In the mid-20th century, with the rise of the suburb and automobile culture in the
United States, a new style of shopping center was created away from downtown.
From early on, the design tended to be inward-facing, with malls following theories of
how customers could best be enticed in a controlled environment. Similar, the concept
of a mall having one or more "anchor stores" or "big box stores" was pioneered early,
with individual stores or smaller-scale chain stores intended to benefit from the
shoppers attracted by the big stores. Mall construction in America was encouraged by
the accelerated depreciation laws of 1954, which incentivized Greenfield development
on the urban fringe. A second stimulus came from legislation passed in 1960, which
allowed investors to band together in REITs (Real Estate Investment Trusts) to avoid
corporate income taxes. The laws helped to shape the familiar exurban landscape of
malls, motels, and fast food chains. By year end 2015, the total amount of retail space
per person in the United States will be 48.3 square feet. This is off from the high of
49.8 square feet set in 2009. It is projected that this figure will continue to decline
through 2020.

History of mall shopping

Malls may be built of steel and concrete, but sociologically, they are microcosms of
American culture, reflecting, reinforcing and even helping mold core American values like
what it means to be human, why we work and what it means to “live the good life." So says
James J. Farrell, author of One Nation under Goods. Taking a look at malls and how they’ve
changed over time provides a glimpse into how America’s mores and markers of success
have evolved over the past century.

Precursors
 Frenchman Aristide Boucicault created the first department store, Bon Marché, in
Paris in 1852. Soon, Americans followed suit and were jumping on the one-stop-
shopping trend and by the 1870’s department stores like Macy's and Bloomindales’s
were flourishing in the U.S. As the twentieth century progressed and Americans
increasingly took to their cars, many moved to the suburbs, giving rise to the strip
mall. This was followed by community shopping centre….
 Many early shopping arcades such the Burlington Arcade in London, the Galleria
Vittorio Emanuele II in Milan, and numerous arcades in Paris are famous and still
trading. However, many smaller arcades have been demolished, replaced with large
centers or "malls", often accessible by vehicle. Technical innovations such as electric
lighting and escalators were introduced from the late 19th century.

 From the late 20th century, entertainment venues such as movie theaters and
restaurants began to be added. As a single built structure, early shopping centers were
often architecturally significant constructions, enabling wealthier patrons to buy
goods in spaces protected from the weather.

 Malls, Open air centers and hybrid centers are the three main shopping centers. Open
air centers are a row of stores managed as a unit, with parking in front of the stores.
The common areas are not enclosed. A hybrid centre combines two or more shopping
centre types. A mall is defined by ICSC as a shopping centre which is typically
enclosed, climate controlled and lighted, flanked on one or both sides by storefronts
and entrances. On-site parking, either surface or structured is usually provided around
the perimeter of the shopping centre.

 Development of shopping areas and building types

 Headquarters of the International Council of Shopping Centers in the middle

skyscraper are the offices, the global trade association of the shopping center industry,
in Midtown Manhattan, New York City.

One of the earliest examples of public shopping malls comes from ancient Rome, in forums
where shopping markets were located. One of the earliest public shopping centers is Trajan's
Market in Rome located in Trajan's Forum. Trajan's Market was probably built around 100-
110 CE by Apollodorus of Damascus, and it is thought to be the world's oldest shopping
center – a forerunner of today's shopping mall. The Grand Bazaar of Istanbul was built in the
15th century and is still one of the largest covered shopping centers in the world, with more
than 58 streets and 4,000 shops. Numerous other covered shopping arcades, such as the 19th-
century Al-Hamidiyah Souq in Damascus, Syria .
First Malls
The first modern shopping mall is generally credited to be Southdale Shopping Center, which
opened in Edina, Minnesota in 1956. Designed by Victor Gruen, it was the first venue to
provide a fully enclosed, two-level, climate-controlled shopping experience that included
competing department stores to anchor specialty shops. Such “anchor” stores would become
a central foundation of flourishing malls. Other innovations of America’s first mall included a
central interior courtyard and separation of car and pedestrian movement. Early mall
developers such as Gruen and James Rouse also wanted to encourage civic engagement and
so included things like public art and spaces for community activities.

Suburban and Urban

With large department stores anchoring a seductive collection of specialty shops, parking lots
on both levels, good security, harmonized architectural design, and pleasant background
Muzak, malls were comforting, convenient, centralized shopping centers that projected an air
of fun and modernity. By the early 1950’s malls were drawing in more retail sales than
metropolitan downtowns, and by 1976 accounted for 78 percent of department store receipts.
The suffering downtowns responded by developing their own spin on malls by creating the
festival marketplace, which renovated historic industrial buildings and shops to create
commercial space including restaurants, specialty retail and recreation, and also by inventing
the vertical mall, which set malls into skyscrapers.

Malls in Decline
There are about 1,000 enclosed malls left in America. Now viewed by many as “historical
anachronisms” -- as one prominent real estate developer put it -- many of these malls are
suffering. Not one, new enclosed mall has opened in the U.S. since 2006. Many developers
and retail analysts predict the mall will soon become extinct unless malls modify their
shopping experience to align with the times. Many big retailers have fled malls or gone out of
business. Forces contributing to the traditional mall’s decline include the rise of online
shopping and a newfound preference for Main Street, bricks-and-mortar shopping that
provides face-to-face, social interaction between retailers and consumer.
Malls Reinventing
To keep up with the times, malls are doing things like redesigning themselves to look more
akin to downtown squares -- adding dog parks, street-grid layouts, restoring paved-over
creeks and providing street-accessible shops. They are also employing such strategies as
enhancing technology, increasing their social media marketing, and booking a wide array of
events such as celebrity appearances, book signings, and fashion shows. As one retail
strategist put it, Americans are no longer interested in simply shopping at "buildings with
stuff"; they want an experience that combines social gathering, entertainment and shopping
with a pleasant, aesthetic environment.

Largest shopping malls

The former camp snoopy amusement park before it was nickelodeon universe at the center of
the mall of America in Bloomington, Minnesota, the largest shopping mall in the United
States
The largest mall in the world is the New South China Mall in Dongguan, China with a gross
floor area of 892,000 m2 (9,600,000 sq ft). The world's second-largest shopping mall is the
Golden Resources Mall in Beijing, China with a gross floor area of 680,000 m2
(7,300,000 sq ft). SM Megamall in the Philippines, is the world's third-largest at 542,980 m2
(5,844,600 sq ft) of gross floor area. The fourth largest shopping mall in the world is SM City
North EDSA in Quezon City, Philippines with a gross floor area of 504,900 m2
(5,435,000 sq ft) and the fifth largest shopping mall is 1 Utama in Malaysia at 465,000 m2
(5,010,000 sq ft) of gross floor area.
Introduction of online shopping

The increase in technology provides good opportunities to the seller to reach the customer in
much faster, easier and in economic way. Online shopping is emerging very fast in recent
years. Now a day the internet holds the attention of retail market. Millions and millions of
people shop online. On the other hand the purchasing of product from traditional market is
continuing since years. Many customers go for purchasing offline so as to examine the
product and hold the possession of the product just after the payment for the product. In this
contemporary world customer’s loyalty depends upon the consistent ability to deliver quality,
value and satisfaction. Some go for offline shopping, some for online and many go for both
kind of shopping. The focus of the study is on the consumer’s choice to shop on internet and
at the traditional stores at the information gaining period.

However online shopping is easier for the people and less price than the offline shopping.
While making any purchase decision consumer should know the medium to purchase whether
online shopping or the offline shopping. Consumer should decide the channel for them which
can best suit to their need and wants and which can satisfy them. In this competitive world
how consumer can decide the particular medium for their purchase of goods is very important
to understand in a managerial point of view. (Laing and Lai, 2000) said that the internet
shopping is the third best and most popular activity over internet after online shopping next
comes the e-mail using, instant messaging and web browsing.

These are even more important than watching or getting entertain by the internet or getting
any information or news, this are the two very common thought which comes to the people’s
mind when considering the internet users do when they are online. The behavior of online
shopping is also known as online buying behavior and internet shopping. Buying behavior
means the purchase of good over internet using web browser. Online shopping also consist
the same five steps which is related to traditional shopping behavior. (Chiang and Dholskia,
2003; Lynch, Kent, and Srinivasan 2001)

they said that in the typical way of online shopping when the consumer need some product
or service they go through the internet and browse or search the things they need and their 3
information. But rather than searching actively, many a times potential consumers are
attracted by the information about the product they want.

They see many products online and choose the best one which suits him/her. Then they
purchase that product and finally the transaction takes place and post sales service provided
by the online sites. Online shopping attitude and behavior are related to the consumer.
Previous studied have focused on why the products of the online shopping is different from
other products.

Many studies have focused that the high touch products that the consumer feels when they
need to touch, smell or try the product. It requires the offline shopping at the purchasing stage
because it cannot be done in the online shopping. Even with the increase in the online
shopping and the recognition that online shopping is more likely to impose the pressure on
offline shopping or traditional shopping.
The research is very limited in this area or field. Online or e-shopping is a kind of electronic
shopping which allow the consumer to purchase goods over the internet directly from the
seller using a web browser. There are some alternative names of online shopping those are as
follow- e-web store, e-shop, e-store, internet shop, web-shop, web-store, online store, online
store front and virtual store.

Mobile commerce or m-commerce is described as purchasing from the online retailer by the
mobile optimized online sites or application

4 launched yahoo store online. The customer of online shopping should have internet and a
valid method of payment in order to purchase the products from the internet. Amazon,
Myntra, flipkart are some of the examples of the successful online shopping sites that use less
price of the items and large stocks to attract the consumer.

In general the population from high level of income and high level of learning are more
favorable to do online shopping. The populations who are more knowledgeable and more
explored to the internet are more into online shopping. The increase in technology increases
the online shopping by the consumer.

The increase in technology creates a favorable attitude towards the consumer for online
shopping. An online shop evokes the physical analogy of buying products or services at a
bricks-and-mortar retailer or shopping center; the process is called business-to-consumer
(B2C) online shopping. In the case where a business buys from another business, the process
is called business-to-business (B2B) online shopping.

The largest of these online retailing corporations are Alibaba, Amazon.com, and eBay.
 6.2 biggest challenges ........................................................11.

6.3 How many days per week ...........................................12.

6.4 survey of gyms.........................................................13,14,15,16.

7.0 Reasons of joining gym...............................................17

8.0 Conclusion......................................................18

9.0 Acknowledgment............................................19

10.0 Bibliography..................................................20