STUDENTS CHOICE REPORT OF MALL SURVEY ON

CUSTOMER SATISFACTION – FORUM MALL

BY
Anurag Saraf
PB17006
III SEMESTER MBA

Guide
Prof. Rohini Rathore.

Report submitted to Ramaiah institute of management of studies

April– 2019

Ramaiah Institute of Management Sciences

#15, New BEL Road, MSRIT Post, M.S Ramaiah Nagar

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 DECLARATION

I hereby declare that this Report on survey of visit a mall is submitted as the
requirements for III Semester MBA + PGPM examination is my original work
and not submitted to any other university . This work has been done under the
supervision of Prof. Rohini Rathore in Ramaiah Institute of Management
Studies/Sciences, Bangalore

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 ACKNOWLEDGEMENT

At the very outset I would like to thank our Director Dr. M R Pattabiram ,
Dean Dr. Radha R of Ramaiah Institute of Management Studies who gave
me an opportunity to undertake this survey.

Firstly, the continuous efforts and guidance of my guide Prof. Rohini Rathore
in preparing and presenting this report is unparallel for which I sincerely
express my deep sense of gratitude to her. Secondly, the people who cooperated
with me in the mall and helped in filling with the questionnaire . Without this
fruitful direction and encouragement at every critical step , this report would
have not been completed.

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PAGE OF CONTENTS

1. INTRODUCTION
2. HISTORY OF MALLS
3. CONCEPT AND IMPORTANCE OF SHOPPING MALL
4. OBJECTIVES OF THE STUDY
5. TABLE AND PIE CHARTS
6. CONCLUSION
7. QUESTIONAIRE

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INTRODUCTION

The retail sector in India has seen a drastic transformation and rapid growth since the last
decade. While attracting global investors, and international equity management firms, the
Indian retail industry has matured to fifth largest global hub in the retail space with US $600
billion in 2018 and is expected to grow to US $ 1.3 trillion by 2020. Also according to the
Department of Industrial Policies and Promotion (DIPP), The Indian retail trading has
received
Foreign Direct Investment (FDI) equity inflows totalling US$ 537.61 million during April
2000–March 2016 (Ministry of External Affairs, Govt. of India, 2016). The Organised retail
is anticipating a hike of 24 per cent of the overall retail market by 2020. Currently, the key
retailer players like V-Mart, Liberty, Provogue, Joyalukkas, Bharati, fabindia, Bata, Reliance,
Aditya Birla, Spencer‟s, Westside, Shoppers Stop, Big Bazaar, Pantaloons, Lifestyle etc.,
have already entered Tier II and Tier III cities and various small towns pan India reaping
crores of business.
The only thing static in human life is “change”. Shopping in India has witnessed a revolution
with the change in consumer behaviour and the whole format of shopping is also altering.
The phenomenon called shopping centre or shopping mall is rocking India - metros and now
even the smaller towns are buzzing with the mall mania. Modern retail format i.e. shopping
malls are characterized by professionally managed large format stores, providing goods and
services that appeal to consumers, in an ambience that is conducive for shopping. The recent
surge in the growth of shopping malls is changing the way people shop. Today consumers
look for facilities like cost, comfort, convenience, in-house parking, entertainment, coffee
shops, food courts and children play area when they step into the malls and they demand the
best of everything. It’s not about shopping, dining or watching a movie, it’s an experience in
itself, a lifestyle activity, and providing this experience is what these malls are building up as
their Unique Selling Proposition.
Mall culture in India and especially in Bangalore has grown with an incredible pace. Just a
few years back, people had to make a choice among shopping, movies or hanging out on a
holiday but thanks to our malls, all these jobs can be performed at the same time, under the
same roof and that too with a wonderful experience. The possibility of shopping for clothes,
shoes and grocery, while simultaneously having provision for eating and entertainment in the

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form of movies or video game parlours, has been a convenient experience for the consumers.
Pollution free, air-conditioned shopping ambience in the malls is preferable to the heat,
humidity, noise associated with roadside shopping.
The mall culture has become a sensation in terms of changing the lifestyle of Indians – the
way they are shopping and socializing.
The changing lifestyles of consumers, strong income growth and favourable demographic
patterns have provided various opportunities as well as set more challenges for retailers.
Increase in the number of nuclear families with double –income groups and tight working
schedules have left consumers with less time for leisure and entertainment. This has spurred
the demand for one- stop destinations that may help the people to fully utilize their scant
time.
Shopping and shopping behaviour have been interesting subjects for academicians over the
decades. The is a gradual shift in shopping environments, significance of shopping in
different social/cultural contexts, and individuals’ shopping motives and behaviours
However, although shopping malls represent the main consumer habitats in most Western
cultures within which all individual, social, or cultural aspects of shopping can be examined
at the same time and are the basic shopping contexts with highest customer drawing power;
they are rarely used as the unit of analysis in most retailing studies.
Specifically, consumer’s perceptions of shopping mall attributes are found to have greatest
influence on their level of mall satisfaction and patronage likelihood, while personal
characteristics are shown to have greater impacts on mall visit frequencies and the amount of
time and money spent in malls. On the other hand, although emotional experiences at a mall
is proved to be unrelated to shopper’s patronage behaviours, cognitive responses to the mall
environment is reported to increase the total amount of mall spending and future mall visits
significantly and activity patterns in a mall is found to be positively associated with the time
spent in the mall.

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HISTORY OF MALLS :

The shopping mall is a global phenomenon that has its roots in ancient outdoor bazaars where
people would go to buy goods from local artisans, farmers and craftsmen. The shopping malls
came into being in the beginning of the 20th century and since then they have grown to cover
the major cities of the world in a few different forms.
Shopping malls are typically known to be indoor shopping centres, though some have
outdoor areas with the shops having their own indoor space. The idea came from old covered
Market places that were popular between the 10th and 15th centuries, and are even still around
today. In 1785, the first purposely-built shopping centre was created, but it was not until 1916
that a shopping mall as we consider them today was built in the United States

Concept and Importance of Shopping Malls :

A shopping mall is a huge building or group of buildings that contain various stores and other
business establishments (or) solely sells various products / brands in retailing mode. If it is a
Collection of multiple stores, they are connected by walkways so that consumers can easily
Walk and shop between the stores. Malls can be built in an enclosed or in an open-air format.
However, in India most of the leading shopping malls are with a primary motto of acting like
“One Stop Shop” that provides all most all the required products and brands right from
grocery, Lifestyle products to durables like furniture under one roof. Customers will be
obviously happy if they get what they want conveniently in one location.
The mall was originally conceived of as a community centre where people would converge
for shopping, cultural activity, and social interaction (Gruen & Smith, 1960). And one can
easily
Say that malls have succeeded in achieving the age old purpose of bringing them into
existence.
Thus, in today’s consumer culture “Mall” is the centre of the Universe (Feinberg & Meoli,
1991).
Shopping “per se”, can be done even in e-commerce websites. As a matter of fact, the various
Online product stores are offering products and services at higher discounted prices and
delivering the products at door steps conveniently. However people still crave for a common
locality to gather, socialize, connect, and engage. In India, either metros or small towns, for

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majority of people, shopping is a shared experience with family, friends and known people

OBJECTIVES OF THE STUDY :

The mall phenomenon in Bangalore is changing the way people shop. While exhibiting
gradual acceptance of the organized retail formats, people are moving out of their zone-based
buying behaviour and have significantly increased their spending at the malls.
This study covers the following objectives:
1. To determine and study the key factors that influence consumer behaviour towards
shopping malls.
2. To know and analyse the level of customers spending with regard to shopping malls as one
of modern retail format.
3. To analyse consumer’s overall shopping budget in malls.
4. To understand the mall management strategies for their shopping expenditure

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TABLE AND PIECHARTS

1. GENDER

GENDER NO OF RESPONDENTS % OF RESPONDENTS

MALE 47 47%
FEMALE 53 53%
TOTAL 100 100

Gender

47% Male

53% Female

Interpretation:

As per the survey and the analysis that’s being made from the mall through a questionnaire
majority of the crowd that walks into the mall is females more than the males.

53% of the female crowd walks in and the rest 47% of the male population.

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 2. AGE GROUP

AGE NO OF RESPONDENTS % OF RESPONDENTS

18-25 YEARS 45 45
26-35 YEARS 20 20
36-45 YEARS 19 19
ABOVE 45 YEARS 16 16

AGE GROUP

16%

18-25
45%
26-35
19%
36-45
Above 45

20%

INTERPRETATION:

The age group of people between 18 to 25 are 45 % who visit mall on the regular basis these
are considered to be the college going students who enjoy utmost freedom .

People above 45 years who visit the mall are really rare they don’t feel anything interesting
happening in the mall. Which consists of 19% .

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 3. PROFESSION:

PROFESSION NO OF RESPONDENTS % OF RESPONDENTS

GOVERNMENT 10 10%
EMPLOYEES
PRIVATE EMPLOYEES 30 30%
HOUSE WIFE 8 8%
BUSINESS 12 12%
STUDENTS 40 40%

NO OF RESPONDENTS

10%

GOVERNMENT EMPLOYEES
40%
PRIVATE EMPLOYEES

30% HOUSE WIFE

BUSINESS
STUDENTS

12% 8%

Interpretation:

A major portion of visitors to the mall is considered to be the students which consists of 40%

The rest 60% includes a crowd of government employees (10%), private employees (30%),
house wives (8%), business (12%) .

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 4. PURPOSE OF VISITING A MALL

PURPOSE OF VISITING NO OF RESPONDENTS % OF RESPONDENTS

A MALL
ENTERTAINMENT 22 22
HANG OUT WITH 24 24
FRIENDS
SHOPPING 17 17
WINDOW SHOPPING 23 23
Mall ambience gives me a 8 8
luxurious feel
OTHERS 6 6

PURPOSE OF VISITING A MALL

8%
ENTERTAINMENT
10%
31% HANG OUT WITH FRIENDS

SHOPPING

WINDOW SHOPPING
29%

Mall ambience gives me a

22% luxurious feel

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INTERPRETATION:

The main purpose why people visit malls is to get refreshed and have some peace of mind

They usually come to minds to have some entertainment by watching movies and playing
some games in the amoeba.

And the young crowd have made malls as their hang outs for parties and dinners.

5. What kind of products or services do you normally purchase in

shopping malls?

Products or services No of respondents % of respondents

Cafe/lounge 9 9
Consumer goods/ Everyday 17 17
basic need goods
Accessories (hand bags, 11 11
belts, junk jewellery etc.)

Skin care products 13 13

Body care services (spa, 20 20
saloon, beauty parlours)

Pub 12 12
Clothes and footwear’s 15 15
Others 3 3

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 Products and Services
3% Café/Lounge
9%
Consumer goods/Everyday
15%
basic need goods
17% Accessories (hand bags , belts
,junk jewellery etc)
12% Skin care products

11% Body care services (spa, saloon,

beauty parlours)
20% Pub
13%

Clothes and Footwear's

Interpretation:

Since it is the young crowd who walks into the mall most of the services that are being
consumed such as spa services, saloon services, which sums up to 24%

21% of the crowd walks into the mall basically to consume everyday basic need goods ,
where they feel everything can be purchased under the same roof and a lot of discounts can
be availed.

6. INFORMATION ABOUT THE MALL

Channels of information No of respondents % of respondents

Newspapers 18 18
Social media 23 23
Radio 4 4
Word of mouth 12 12
Tele marketing calls 18 18
In house banners 17 17
Others 8 8

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 CHANNELS OF INFORMATION

8%
18%
Newspapers
17% Social media
Radio
Word of mouth
23% Tele marketing calls
18% In house banners
others
4%
12%

Interpretation:

This is regarding how people get to know about what’s happening in the mall 23% of the
people state that they get to know they are updated by social media and most of the
happenings are published on social media which people are addicted to it

18% of the information are being reached via newspapers and tele marketing.

7. How often do you visit malls :

No of times No of respondents %of respondents

More than once in a week 12 12
4-5 times in a month 28 28
Once in a month 45 45
Rarely 15 15

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 No of times an individual visits a mall

15% 12%

More than once in a week

4-5 times in a month
28%
Once in a month
Rarely
45%

Interpretation:

When a survey was made, we could analyse that 45% of the people do visit the malls at least
once in a month which means their outing with family or friends is mostly to the malls

There are a 12 % of people who visit the mall once in a week they are the young crowd ie
students who are just out of school and got their admissions done in colleges

Who enjoy ultimate freedom for the first time.

There are a 28% of people who visit malls on a regular basis , this crowd can be considered
the students or the young working crowd.

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 8. What tempts to visit the mall :

Tempts to visit the Mall No of respondents % of respondents

Illuminated walkway and 36 36
light effects
World class brands and 20 20
services
Entertainment activities 32 32
Popularity 12 12

Tempts to visit the Mall

12% Illuminated walkway and

light effects
36% World class brands and
services
32% Entertainment activities

popularity
20%

Interpretation:

There are marketing strategies to attract the crowd to visit the mall and 36% of the people tell
that the walkway and the lighting makes them feel good and that’s one of the reason for them
to visit malls in Bangalore.

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They feel they need not have to go around in searching for different brands, whereas in malls
they get to choose world class brands under the same roof

Whereas 32 % of the crowd feels that they get entertained by visiting malls out of their busy
schedules

And the rest 20% of the crowd walks in just because of the popularity all those who feel they
should be updated in the fashion trends.

9. According to customers plastic money is safe or not

Plastic money No of respondents % of respondents

Yes 68 68
No 32 32
Total 100 100

Plastic money

32%

Yes
No
68%

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Interpretation:

How safe is it to use debit cards and credit cards instead of cash where hacking is become a
easy job for hackers

But then our consumers believe in using plastic money rather than cash as it would be easy to
carry cards instead of carrying a whole lot of cash in hand

They believe in going cashless and being safe and that’s where 68% of the people feel safe to
use plastic money than cash

10.Customer most prefer to pay 0n their purchase

Payment modes No of respondents % of respondents

By cash 14 14
Debit card 48 48
Credit card 20 20
Digital wallet 18 18

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 payment mode

14%
18%

By cash
Debit card

20%
Credit card
Digital wallet
48%

Interpretation:

As India a developing country trying to get digitalised and be a cashless economy, we Indians
are adapting debit cards and credit cards and net banking as well to make payments where
everything shall be accountable and that’s where the users of debit card have raised up to
48% and cash transactions have come down to 14%

11. How Satisfied you feel whenever you visit Forum Mall ?

Customer Satisfaction No. of Respondents % age of Respondents

Men 20 20
Women 30 30

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 Men & Women

50% 50%

No. of Respondents % age of Respondents

Interpretation
According to the data given and analysis of Pie Chart customer satisfaction was
the question put up to people , out of which 20% were Males and 30% were
Females.

12. Do you suggest your friends , family , colleagues to accompany you to

the mall ?

Frequency of Visits Respondents % age

Men 15 15
Women 30 30

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 Men

% age Respondents
50% 50%

Respondents % age

Interpretation
According to the above Pie chart who they accompany with them to malls has
been asked and out of total 45 people 15 were men and 30 were females.

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FINDINGS
1) A shopping mall, or commonly referred to as just “mall”, is the monument of our
modern and consumptive society in the name of development.
2) Every big city on this earth must have at least one mall located in the center of the
downtown. On the top of that, a mall is being a special landmark in some big cities.
Even for a developing country like India, apparently mall is a must-have, and going to
the mall has become a sign for modernity, especially for the youth.
3) Therefore, recently as conducted a survey in order to see Indian’s preferences and
habit when they go to the mall. This survey involved 403 respondents who currently
live in 10 big cities of India. For the further notes, questionnaires respondents in this
survey are India’s smart-phone users with a range of age from 18 to 45-year-old.
Regarding to this survey, first, we found that there are 97% of our respondents who
admit that they have ever been to the mall, with 60% of them also admit that they
frequently go to the mall.
4) Next, when asked about how often they go to the mall, most of them (62%) admit that
they go to the mall for about 2 to 4 times in a month.
5) Meanwhile, some of them (21%) go to the mall more than 4 times in a month. There
are also 15% of them who admit that they only go to the mall for once in a month. As
for the activities that they do when they are at the mall, most of them admit that they
usually do shopping (86%) and having some meals (81%).
6) Moreover, there are also respondents who go to the mall for just strolling around
(78%). Even more, there are some of them who go to the mall for watching movies
(56%) and hanging out (52%).
7) Regarding to the outlet that they visit when they are at the mall, apparently food
outlets such as restaurants and cafes are the most popular choice chosen by 74% of
them. The second most popular ones, as chosen by 66% of them, is the supermarket or
grocery centre. Department store is the third most popular choice chosen by 63% of
them.
8) Less popular choices than the big three are cinemas (57%), bookstores (50%), fashion
outlets or boutiques (43%), and games center (37%). Subsequently, when asked about
with whom they usually go to the mall, most of them admit that they often go to the
mall with family (64%) and friends (60%). Meanwhile, more than half of them (57%)

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 admit that they usually go to the mall with their partner. There are also 35% of them
who apparently go to the mall alone by themselves.
9) As for the time they spend at the mall during one time visit, apparently most of them
(63%) spend only about 1 to 3 hours, while there are only 27% of them who admit
that they spend about 3 to 6 hours at the mall.
10) Next, I found out that most of our respondents (71%) make decision to go to the mall
because of their own willingness.
11) When asked further about their purpose of deciding to go to the mall, most of them
(81%) answered that they go to the mall in order to look for certain things to buy.
Meanwhile, 75% of them admit that they go to the mall out of needs for
entertainment.
12) There are also 63% of them who said that they go to the mall in order to fill in their
spare time. In addition, we also found that there are 39% of them who admit that they
go to the mall in order to have a meeting with someone or some people.
13) Lastly, we also asked those who haven’t been to the mall at all. Apparently, most of
them (75%) admit that they have interest to go to the mall sometime in the future.

CONCLUSION :

Shopping culture has witnessed a revolution. Consumers have shifted their preference to new
retail format i.e. shopping malls. The people in Bangalore are accepting the mall culture. The
consumers are changing their spending habits, consumption pattern and leisure time
activities. The shopping activity has turned into an experience in itself. Due to changing
tastes and expectations of consumers, there is mall revolution that took place in India. The
Indian consumers’ lifestyle and profile is also evolving rapidly. The Indian consumer market
has seen a significant growth in the number of modern-day shopping centres, popularly
known as ‘malls’.

There is an increased demand for quality retail space from a varied segment of large-format
retailers and brands, which include food and apparel chains, consumer durables and
entertainment facilities all under one roof. Their spending pattern has increased, which

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motivates people to accept the changing lifestyles. Shopping malls development has attracted
real-estate developers and corporate houses across cities in India. As a result, from just 3
malls in 2000, India is all set to have nearly 1000 shopping malls by 2020. The growth in the
Indian organized retail sector is due to the change in the consumers’ behaviour.

Questionnaire :

1. Do you visit shopping malls ?

 Yes, often
 Yes, but only if need arises
 No

2. How often do you visit malls ?

 More than once in a week
 4-5 times in a month
 Once in a month
 Rarely

3. What is the general purpose of your visit to shopping malls

 I love window shopping
 Entertainment
 Eat food, drink and enjoy
 Actual shopping
 To hang out with friends

4. What kind of products or services do you normally purchase in shopping mall?

 Café
 Pub
 Consumer goods/ everyday essentials
 Accessories

5. Which shopping mall do you visit often

 Mantri square
 Garuda Mall
 Phoenix Market city
 VR Bengaluru

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6. What tempts you to visit the mall ?
 Illuminated walkways and lighting effects
 Air conditioning and soothing background music
 World class brands and services
 Service quality and support services

7. From where do you get to know about the various schemes, events and trends in your
preferred mall ?
 News paper
 Social media
 Radio
 In house hoardings

8. What kind of promotional activities fascinate and tempt you to visit the mall often ?
 Celebrity events
 Advertisements
 Social responsibility issues
 Availability of best brands

9. Do these promotional events affect your buying behaviour?

 Yes
 No

10. Mode of payment used in malls?

 Cash
 Debit card
 Credit card
 Net banking

11. Is it safe to use plastic money?

 Yes
 No

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