NEW DELHI INSTITUTE OF MANAGEMNT [Type the document subtitle]
as [Pick the date]

Submitted by : Swati Sirohi Roll no :

Table Of content 1. Introduction 2. Objectives 3. Research Methodology 4 . Research Findings 5 . Analysis 6. Conclusion 7. Annexure 1

capable of meeting all the essential requirements of the population. This study examines the impact of growing congestions of shopping malls in urban areas of shopping conveniences and shopping behavior. These shopping centers are complete in themselves. Based on the survey of urban shoppers. Indian retailing has witnessed drastic changes in the last few years from a poorly stacked dirty kirana store in the bylanes of the residential areas. offering ambience and convenience. The result of the study reveals the ambiance of shopping malls. sales promotion and comparative economic gains in the malls attract higher customer traffic in the malls. the study analyses the cognitive attributes of the shoppers towards attractiveness of shopping malls and intensity of shopping. Today most Indian families prefer to purchase their goods at one stop shops . assortments of stores. Shopping malls have become an important part of the economic and social fabric of India especially in some of the big cities of the North like New Delhi. right from the perishable to durable goods and shopping to the specialty goods. .CONSUMER SATISFACTION WITH RESPECT TO THE SHOPPING MALLS Abstract The behavior of the Indian population has undergone a drastic make over and the people today prefer a complete experience in terms of dinning. and entertainment. changing to an aesthetically decorated store. with properly arranged goods. shopping. where everything is available under one roof. Ludhiana and Chandigarh.

the international facilities or overall international look and the feel of the mall. multiplex. Consumers are no longer reserved. It was indeed real experience of luxurious shopping under one roof. the presence of more and more international brands. never before anchor stores. instead of lanes and by-lanes growing into a bazaar. they are fashion conscious and are on the look out for shops that offer the latest style and design. Indian retailing has witnessed drastic changes in the last few years from a poorly stacked dirty kirana store in the by-lanes of the residential areas. The behavior of the Indian population has undergone a drastic make over and the people today prefer a complete experience in terms of dinning. freeways are emerging today in all towns and cites. be in the tenant mix. These shopping centers are complete in themselves.INTRODUCTION Talk of any metro or a mini metro. and Ansal Plaza in New Delhi. Ambience Mall in Gurgoan. offering ambience and convenience. all of them now. piped music. Globus and Ebony. fitness center. bowling alley. On the other hand. Indian retailing industry has seen phenomenal growth in the last six years (2003-2009) paving the way for India to top in AT Kearney's annual Global Retail Development Index (GRDI) for the third consecutive year. India has now entered into a second phase of retail development wherein the focus is shifting from indigenous development towards more global trends. with over a km of shopping per floor. planned shopping centers well connected with main roads. Within a short span of time few more names appeared on the competitive scenario like Pantaloon. In the recent past. The concept of malls in India started with Ansal Plaza s Shopper Stop in Delhi. This is the first integrated mall to have woven together national and international brands. seem to be perpetually crowded everyday. sophisticated lighting. Instead. time starved urban dual income population. specialty restaurants and food court. The first wave of the malls sprung up in the form of Spencer Plaza in Chennai. capable of meeting all the essential requirements of the population. have simply superb shopping malls to rule the shoppers hearts . changing to an aesthetically decorated store. gaming zone. Ludhiana and Chandigarh. Westside. hang out space in metros with air conditioned tastefully done up in décor. is the largest in the country. with properly arranged goods. amphitheater along with a five star Deluxe Hotel and Serviced Apartments. Centrally air conditioned malls like Ansal Plaza in New Delhi. starting from the perishable to durable goods or shopping to the specialty goods. thanks to the neo-rich. maintaining its position as the most attractive market for retail investment It all began in 1990. The shopping habits have thawed. . spas. Crossroads in Mumbai and Spencer Plaza in Chennai. where everything is available under one roof. shopping. and entertainment. Crossroads in Mumbai. the large format retailing has picked up like wild-fire. Lifestyle. Today most Indian families prefer to purchase their goods at one stop shops . Shopping malls have become an important part of the economic and social fabric of India especially in some of the big cities of the North like New Delhi. platinum shopping tower.

which generated a lot of qualitative data. Detailed and specific information was extracted from them and documented. To arrive at the final questionnaire. which played a crucial role in helping us zero in on the final questions.OBJECTIVES 1. A minimum of 5-8 shopkeepers and tenants in each of these malls were contacted and surveyed. An attempt was made to make the study as broad based as possible by taking a sample of 10 malls in the Delhi NCR region. METHODOLOGY An exhaustive and detailed questionnaire has been designed to explore all the aspects enumerated above. To investigate the impact of situational / locational factors on buying decisions in shopping malls.To study the attitudes of customers visiting the shopping malls and delve on their expectations vis-à-vis their decision making criteria.To cross-analyze the buying behavior pattern vis-à-vis demographics of the consumers in shopping malls 2. 3. Personal visits were made to conduct a detailed interview of the respondents . we first formulated a rough draft with a few questions.

The challenge to the market is to determine the relative influence of the various factors and to adopt and apply skillfully so called information to a proper marketing mix. and Men¶s wear each. Newspapers (37.000 to Rs. This helped us get a glimpse of how the mind of the consumer makes choices in real life scenarios.5 per cent favored Multiplex/malls. Deep research is done according to get relevant data in consumer behavior towards shopping mall. 15 per cent consumers were in favour of buying Ladies wears. A method of passive observation of shoppers at these malls was also adopted to study the shopping styles and behavior of the Indian customerOut of the randomly selected 200 respondents (100 males and 100 females) half of the data had been drawn through mall intercept interview and out of mall visits. Appreciative Inquiry is a positive approach to change that focuses on probing a firm's best attributes and practices. and building cultures. Consumers Bazaar was the favourite place for the shopping with 43 per cent consumers. 28 per cent twice a month and 12. Remaining 22 per cent consumers rely mainly on their friends and relatives. evaluating and disposing of products and services that satisfy their needs´ and the study of consumer behaviour is the study of how individuals make decisions to spend available resources. And third tool i adopted is of secondary data i. CONSUMERS¶PERCEPTIONS: Little more than one half of (52.. 5. Gone are the days when enterprise believed strongly rather wrongly that if they manufacture a product.5 per cent) respondent-consumers visited Malls/Stores once a month. 19 per cent grocery items. 5 per cent consumer were inclined towards local market. aligning groups.000. 5. customer would time up automatically for it. AI is typically thought of as a "soft" strategy used in creating organizational visions. The tool used for collecting the responses of the selected sample is a carefully designed questionnaire.e.5per cent consumers spent less than Rs.5 per cent) were the major source of information about Shopping at Mall/Store.5 per cent consumers purchased cosmetics.5 per cent visited the Mall/Store thrice a month. One fourth of consumers purchase clothes at Malls. 5 per cent favour of Kids Wear & Toy. 21per . Another important tool used for data collection was that of Appreciative Inquiry (AI). Only 7 per cent visited more often.(these included both the customers and shopkeepers at these malls). 16 per cent consumers were in favour of buying daily use items and only 2. 12. II: RSEARCH FINDINGS AND DISCUSSION The most important thing is to forecast where customers are moving and to be in front of it. but today customer satisfaction is viewed as an integral part of total quality. through internet and various other articles and journals. 18 per cent consumers were in favour of shopping complex/center. 21. We visited various malls and observed the way the various consumers were going about making their purchases.5 per cent consumers¶ preferred wholesale market. 10. 32 per cent of consumers came to know about Malls/Store through Television. 22.000 on shopping at Malls. This view worked well in past. Consumer behaviour refers to ³the behaviour that consumer display in searching for purchasing. using. Nearly one-third consumers on an average spent Rs.

25% consumers did not agree that the lucky draw schemes & Promotional offers or discounts make them to visit mall frequently. 68per cent consumers agree that lucky draw schemes and promotional offers or discounts make them to visit mall frequently.5per cent consumers were in favour of International brands.5 per cent consumers spend on an average between Rs.000. consumers are rapidly accepting the modern form of shopping with unique advantages of good atmosphere. .000 and merely 3per cent consumers spent Rs. Weighted average score was computed.000 to Rs. 16per cent consumers were in favour of Excellent Ambience. Proper display of products. 10 were indifferent towards value for money while shopping at malls. 82. 30 respondents feel that the quality is an important factor. that is. Furthermore 55 per cent consumers were satisfied with the prices of products & services at the malls. 68 respondents rate it as the most important factor in purchase. International brands is another important factor with WAS of 30. 55. 22 respondents were indifferent and 20 respondents had considered it important.86. Ambience & value for money. 10 respondents are indifferent to it. 27 respondents say that it is important. Factors considered are like quality. 50.62. 31.000 to Rs. 10 were indifferent.5per cent consumers were highly satisfied with the quality of products they purchased at Mall/Stores. 30. 2 for unimportant and 1 for most unimportant. 28per cent consumers were in favour of full value to money. On the other hand.000 & above. 20. 8per cent preferred fixed prices.000.06 as WAS.5per cent consumers were aware about the promotional schemes and offers organized at the malls. 5 respondents consider it unimportant. which they had purchased at the Malls/Store. 6per cent were giving weightage to Proper display of products. 93per cent consumers agreed that professional Mall Management & Wide range of cheaper products have persuaded them to spend more time and money at Mall. The Value of money is the third important factor with WAS of25. Majority of the respondents. 50. 10 respondents revealed it as unimportant. and 24 rated the value for money as important. 16 per cent consumers spent between Rs. 5 respondents say that it is neither important nor unimportant. 29 percent consumers were not satisfied with the prices at the malls. Packaging. Apparently. 17.2 as weighted average score (WAS) is a most important factor according to perception of consumers. Discount. 5.5per cent consumers were partially satisfied with the quality of products. 5. Quality with 29 as WAS is the fourth important factor. and Advertisement. 30. 3 for neither important nor unimportant. 4 for important. 8. 20. 7per cent consumers remained silent.5per cent consumers were not aware about the promotional scheme and offers organized at the malls. 16per cent consumers were not able to express themselves about the product and prices at the shopping malls. 29 per cent consumers were satisfied with the quality of the products they purchased at Malls. fixed prices. wide range of products. consider proper display of products as most important. 10.cent consumers spent between Rs.5per cent consumers were inclined towards Professional Services as far as Shopping experience is concerned compared to traditional shopping.86. Next in importance is Proper display of products with 27. International Brands. 3per cent consumers preferred more fun & excitement and 2per cent gave weightage to less hassle. FACTOR RATING Consumers were asked to assign rating to importance of different factors they consider while taking the purchase decision at various malls. Discount with 31.66 rated value for money as most important. 78 rated discount as most important and 12 rated the discount as important. Likert Scale was used to assign different weights which are 5 for the most important.000 to Rs.55respondent feel that quality is very important factor.

5 to Rs.wide range of products. which they have purchased at Malls/Store. were not satisfied with the low margin as well as untimely replacement of damaged goods by the company. Consumers were also not happy with the luggage and personal property being taken off at the main entrance of the mall. Consumers were highly satisfied with quality of products. electronic items. requiring prompt service and replacing the old stock of goods with new one to face today¶s cut throat competition. however. 30percent retailers have average monthly sales turnover above Rs. free gifts. 30per cent retailers kept only Grocery items and Clothes and 20per cent kept electronic items. apart from mishandling of goods by the customers was a matter of great concern. 25. Daily use items with 30per cent share come second. One half of the respondent retailers had kept all the product range like grocery items & clothes. The survey of retailers is done with the help of structured questionnaire and in-depth interviews. Consumers are expecting more of International Brands at competitive prices.25laks. Rests of retailers revealed that merely 50 to 100 visit their Store/mall daily. Other40 per cent retailers were visited by 100 to 150 customers. One-tenth of retailers have average monthly sales turnover between less than Rs. Grocery. It may lead to incidences of mishappening like theft and damage to their valuables that were lying in their vehicles. Increased consumer¶s purchasing power demands more personal attention and professional services while shopping at the malls. The owners of the malls have understood that the tastes and preferences of the consumers have been changing day by day. beauty product and imported goods with 10per cent each share . They were aware about the promotional schemes and offers organized at the Malls which make them to visit the Mall/Store frequently. Consumers preferred professional mall management and wide range of cheaper products which persuaded them to spend more time and money at Malls/Store. This was supplemented by professional services and full value of money they got at Mall/Stores. But the consumers were not satisfied with parking facilities provided at the malls as they have to park their vehicles on the road and too at their own risk. Furthermore. one half of retailers revealed that 150 and above customers visit their Malls/Store daily. the Mall owners are coming up with more innovative and modern promotional ideas such as discounts. Shopping complex or Malls/Multiplexes are newly emerging places for shopping for young or middle age persons. 10 to Rs. better quality and debit/credit cards facilities etc. RETAILER PERCEPTIONS: Retailer is one who sells to consumer a wide variety of goods which are assembled at the premises as per needs of final users. Mall owners. 10lakh. multi-sections of products and professional management. daily use items etc. Newspapers and television was the only source of information about the Malls. Consumers feel that prices charged at Mall/Stores are very high as compared to traditional means of shopping. With the emergence of more malls cum shopping complexes. cosmetics. Globalize and westerner foreign goods are becoming part and parcel of every Indian consumer. The mall owners have to look for a remedy to avoid any inconvenience while shopping at the mall. Furthermore. Quality was the main concern as today¶s consumer is very well aware about the different quality products and wants full value for his money at any cost. Men¶s wear and clothes are the main items of shopping at mall. 50per cent retailers have their average monthly sales turnover between Rs. Monthly and annual sales turnover at Malls are quite encouraging and satisfactory. Majority of consumers prefer to do more shopping at Bazaar and Local Market only. lakh. cosmetics and daily use items. Garments with 40per cent share are clearly most visited section at Mall/Store.

Upper middle and lower middle class is mostly visited at the malls. glow boards and banners etc. Garments and Daily use products are most visited sections. The pricing objectives of the company should be retaining back customers and capturing more share of market. More than 150 customers visit their store daily. following recommendations are made separately for the companies as well as for the retailers. cash discount and free gift are most effective incentive schemes which they are using for attracting the customers to their mall. Stands as preferred point of Sale advertising mean got fifth ranking with 23 points. Bill Boards comes next with 37 points. Average Monthly Sales Turnover is above Rs. Replacement guarantee. hoardings. as an Advertisement media is also very effective and companies should focus their attention on it. 40per cent of customers who visited Malls/Store belongs to upper middle class. Electronic Items. 30per cent consumer considered International Brand as very good. followed by posters with 28 points and TV Commercial with 14 points. Posters etc. Advertising is assuming much importance now. particularly during festival seasons. RECOMMENDATIONS In the light of above discussion. Companies can achieve success with active sales promotion and awareness amongst the local residents of city. 80per cent retailers are using promotional methods for promoting their products. 60per cent of consumers had excellent perception towards the international brands at Malls/Store. stands. 25 lakh. like Bill Boards. Road. Price range with 29 points . Companies should adopt market penetration policy to capture the market. The quality is the most preferred attribute of customer while shopping at mall. free gifts. Free Gifts with 32 points is ranked Second and replacement guarantee as third with 28 points. and T. 30per cent each was from Elite class & Middle class who had visited their Mall and Store.V. Wide range of products with 18 points as 4th rank and lastly all the attribute collectively with 12 points ranked fifth. Cash Discount with 43 points is the most effective incentive scheme for sale promotion. quantity discount to Fetch maximum sales. 10per cent perceived International Brands as good only. logistics efficiency is .T. The sales people of the companies should regularly visit their respective retailers of Malls/Stores in order to get their feedback and Market Information. Modern Professional advertisements both the print and electronic are the popular methods for promoting their products. Apparently. Companies should give adequate advertising support to the retailers. The other in sequence are discount/offers with 33 points. Customer preferred quality with 42 points and ranked first amongst various important attribute they consider while shopping at Mall/Store. retailers prefer keeping wide range of product. Cosmetics and Daily use items. Company should provide them special cabinets. International brands are the most preferred item.are the rest of sections which are visited by the customers at Malls/Stores. mainly Grocery. In today¶s Market share. The promotion campaign should be intensified round the year. Clothes. Companies should keep the prices reasonable and competitive so that low level income groups can also become a regular customer of malls. of different companies brand for advertisement purpose. Retailers gave highest ranking to Newspapers Advertisement (42 ranks) as most preferred sales advertising done by mall. Companies should maximize their advertisement especially in interiors of cities and main G. Discount coupon with 22 points and lucky draw with 20 point was conceived by retailers as the fourth and fifth preferred incentive scheme for sale promotion. These are boom periods for Mall owners hence companies should offer a variety of promotion schemes like price offer. In these days business can only survive if companies share good share in market and if they keep their customers satisfied.

The companies should increase the retailer¶s margin. Though every effort was made to elicit authenticity in every sense. Mall owners should use modern methods of promoting the products and services in their Malls/Stores. Limited rather no access to secondary data pertaining to shopping mall management and its performance was another problem in finding a correct market response. Few respondents who are not familiar may give a neutral or unfavorable response to some of the questions. The retailer should provide adequate feed back to the companies. yet there can be uncomfortable factors which may have their influences on the final outcome. Retailers should suggest and recommend the product brands to the customer by in Mall and out mall man campaigning. It may not be true representation of entire national market. Mall owners should store adequate quality product in their mall in order to attract more and more new customers. So companies should try to make its distribution very effective and improve its reach by increasing the number of Malls and opening more malls surrounding the cities. Most of retailers at Malls complain of low profit margins. Quality was the foremost thing that customers want at competitive prices. The company should keep the prices of goods at malls reasonable and competitive. companies should maximize their advertising especially in interiors of cities through billboards.a key factor for success. Retailers should provide adequate feedback to the companies. so that low level income groups can also become a regular customer of malls. This helps the companies in formulating appropriate marketing strategies according to the Market conditions. Retailer should store adequate quality products in their malls. On the other hands. Companies should offer good incentive schemes to Mall owners to motivate them. The customers have also shown their resentment towards their luggage and personal property being taken off at the main entrance of the mall. Increase in consumer¶s purchasing power has led to expecting more personal attention and care at the malls and inclined more towards malls due to availability of more international brands at competitive prices coupled with prompt as well as replacing the old stock with new one more regularly. Competent mall managers are in short supply and the situation will remain . There were also some bottlenecks like customers were not satisfied with the parking facilities at malls. posters. Advertising is assuming much importance now. The survey is conducted in Jalandhar district of Punjab. The monthly and annual sales turnover figures were quite satisfactory and encouraging as customers are ready to spend more than usual due to availability of different product and services at one place. POLICY IMPLICATIONS In today¶s fast emerging concept of professionalized mall management with best and innovative products under one roof at competitive prices. newspapers ads and television ads etc. so that more and more small towns can be covered. Some variables might have omitted in the study. Policies regarding replacement of expired stock should be modified and should be made more liberal and flexible. Retailers should provide excellent professional management at their mall by recruiting qualified staff. There may be some biases in the information provided by mall owners. Customer¶s tastes and preferences have changed with westernization and globalization. as they have to park their vehicles in open on roads. With a large number of malls in the pipeline one of the critical factor that will give an edge to one retail center over the others is the way it is managed. They should provide adequate and reliable information about his Malls structure. Mall owners were not satisfied with profit margin and non-replacement of damages of goods by concerned companies. the consumers are rapidly and more consistently accepting the modern form of shopping.

India is endowed with several advantages for ushering in retail boom in agriculture since it has second largest arable land in the world. round the year sun shine potential to cultivate vast range of agricultural products through vast pool of crops. while others follow it. The country requires higher attention to be given to developing more number of persons with the right skills and knowledge. Rural economy of India will be substantially improved through innovative agriculture and linking them to retail boom in agricultural sector. Currently Indian agriculture is only quantity oriented rather than quality oriented. attractive colours etc. ANALYSIS Our Study of Consumer Behavior in India At this stage a study of consumer behavior yields great insights into the strategy which must be adopted by the organized retail sector in India.the same for next 2-3 years. Some of these activities precede the actual buying . Over the next few years. who can be employed in this function. When multinationals or big business houses enter the retail trade the chain of intermediaries between the producers and the consumers are minimized and there will be scope for higher share of profit reaching the farmers who toils in the farm. The actual act of purchase is just one stage in a series of mental and physical activities that occur during a period of time . . taste. tempting to buy appearance. But the retail boom necessitates placement of products with value in terms of its nutritive and neutracutical value. Consumer behavior is seen to involve a mental decision process as well as physical activity. Hence the farmers stand to gain much due to retail boom by way of enhanced price for their produce and assured market. However since all are capable of influencing the adoption of products and services . diverse agro climatic conditions across the country. Markets also do not procure the product by giving price based on quality parameters of the produce. they will be considered as part of the behavior of consumers. Corporate know that the Indian agriculture sector is a potential goldmine that has not been tapped till now and farmers have a lot of reasons to be happy with the corporate entry into agriculture scenario. professional mall management service will establish its significance in the industry. Some of the B-Schools are launching specialized courses on retail management including mall management.

as the saying goes.Table 4 µKnow your enemy¶. . This is a clear indication of the need to adopt an effective strategy by the malls to communicate their competitive advantage to the right audience. is considered to be among the most crucial factors for success in retail. In our survey. the respondents perceived the malls to be more expensive as compared to the local kirana stores. and the perception of the people in both these factors is paramount. Comparing oneself with the competition is a perpetual function of all marketers. The two most commonly used factors for comparison are price and quality.

g. While the customers do appreciate a large variety to choose from.Table 5 Another aspect that emerged was the strong preference of the buyer for tried and tested brands and also his penchant for variety at the point of purchase. kirana stores are known to keep an inventory of brands that their regular customers usually buy (e. Traditionally. the more popular brands should be displayed prominently to . Parachute Hair Oil) while malls stock up on a wide range of brands in the same category.

Table 6 Table 7 .

This is another . An individual may use different criteria to evaluate which store best meets his or her needs depending on the type of purchase.186 22. In this table the brand is the dependent variable which is shown to be dependent on the convenience factors that people value in the kirana stores(home delivery . which prevents them from making this switch.235 3. Although this facility is available in the malls. Evaluative Criteria: y y y y y y y y y y y y y y y y y y Location ( Distance ) Assortment Breadth and Depth Price Advertising and Promotion Point Of Purchase (POP) Display Store Personnel Services Customer Characteristics Store Atmosphere As observed in Tables 6 and 7.137 20. Consumers compare retail and store options based on how they perceive each will perform on the various criteria.This tells us about the need to stock the brands that the target customer values and usually buys and to also display it in the best possible way . This contradiction in consumer behavior maybe attributed to the drawbacks that people perceive in the malls as well as to certain convenience factors in the kirana stores that they treasure. personal association with shop keeper etc).322 3 86 89 .034 F Sig. ANOVA BRAND Sum of Squares df Mean Square Between Groups Within Groups Total 2.034 .712 . The above table reveals the relationship between people who usually buy products on the basis of the brand and also the people who value convenience greatly .The process of choosing a specific store involves the matching of consumer characteristics and purchase characteristics with store characteristics. most people surveyed were found to be purchasing their daily groceries and other requirements from the local grocer or kirana store. the convenience seeking consumer greatly appreciates the provision of multiple services under one roof.

segment that the malls need to aggressively target as their current shopping behavior is being serviced by the local kirana stores extremely well. The malls need to decide on a strategy to target the buyers who shop as and when the need arises as such people greatly value convenience and usually buy such products from the nearby local vendors. . Table 8 The people surveyed seem to fall in one of the 2 categories ± those who shop for products as and when the need arises and also those who visit a store once/twice a month and stock up.

.while not making any significant purchases.Table 9 The reason for this is largely typical to India ± lack of appropriate physical infrastructure like fast moving roads and vacant urban lots for parking requirements. Also. many people tend to indulge in window shopping at the malls .

353 126. As can be seen. The term conspicuous consumption describes purchase decisions motivated in part by the desire to show others just how successful we are. this kind of outlook is widely prevalent amongst the people surveyed.069 3 83 86 df Mean Square 1. two factors which we felt would be highly correlated did not turn out to show any significant relationship ± these factors included the prestige factor associated with shopping in the malls and also the peoples perception of the prices in the malls.474 . ANOVA Where would the people rather be seen Sum of Squares Between Groups Within Groups Total 3.716 122.239 1.476 F Sig.840 . . Hence.Table 10 It has often been noticed that what others say often influences consumer behavior to a very large extent.

CONCLUSION . as perceived by the people who shop in them. Through our focused group discussions and interviews with people in the malls we were able to identify certain strengths and weaknesses of the malls in India.Table 11 This chart emphasizes the traditional value seeking behavior of the Indian consumer. Any retail format aiming to target the masses must be seen as providing the best value for the consumer¶s money.

One on one conversation with the retailer/shop floor attendant Ambience and overall shopping experience Entertainment and leisure Q4. Retailers recommendation 4. toothpaste. Wide product range to choose from. 2. . Q5. Brand loyalty ± sticking to tried and tested products. While shopping for household requirements what do you value more: y y y y Availability of multiple services and products under one roof. Cannot say Q2. Lower in the malls 3. deodorants etc follows what pattern: y y y Buy as and when required Visit a store once/twice a month and stock up Buy in bulk from discount stores to avail of discounts and better prices. Which convenience factor do you most value with regard to the local market/local vendors you buy your groceries and daily household requirements from: y y y y Distance from home Home delivery Personal touch Scope to bargain on the prices. Equal 4. Compared to local vendors are the prices of vegetables and other household goods 1.Annexure 1 QUESTIONNAIRE Name: Age: Q1. table salt. Your shopping for household products like soap. While taking purchase decisions in malls what factors influence you the most: 1. 3. Warranty/Guarantee Q3. Higher in the malls 2.

While purchasing a product you look for : y y y y Packaging Brand Touch and feel of the product Price Q8. While purchasing products at the mall. which of the following applies to you the most and which the least. Mark M for ³Most´ and ³L´ for least. According to you what is the biggest drawback in the malls: y y y y Vehicle Parking arrangements Distance from home resulting in uncomfortable driving Crowds of window shoppers Queues at cash counters Q7. Given your personal image and social position where would you rather be seen: y y y y In a shopping mall At up-market General Store At the town bazaars At exclusive outlets Q9. escalators etc) is good and the sales people are helpful Neatness and airconditioning is good Display and variety is attractive . What do you prefer when choosing edible items: y y y y A lower price on a product with a lesser shelf life A higher price on a product with a longer shelf life Pack quantity Value for money Shelf life = Life of the product left until the expiry date Q10. y y y y Daily groceries and household requirements are difficult to carry back home The infrastructure (lifts.y Trying out new products Q6.

Sign up to vote on this title
UsefulNot useful