INTRODUCTION

What comes to your mind when you hear the word `Mall`? Shopping, food, movies,

entertainment or maybe time pass? Well, the word may bear different meanings to

different people but it definitely stands for more than any of these things. Today,

shopping malls have become a part and parcel of daily life of people living in Metros and

big cities.

Mall culture in India and especially in has grown with an I JAIPUR edible 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. And it is basically the experience

and not the intention that counts when it comes to malls.

The reason why shopping malls are so popular lies in their international appeal. It seems

to be a thing of history when shopping malls had their presence only in places like

Singapore and Dubai. In fact, now they are everywhere around us.

If we dive back in time to the early Nineties, Ansal Plaza appeared to be the only popular

shopping mall of the region but presently there are more than two dozens of well-

established malls in the region and another 140-odd new shopping arcades are set to dot

the city landscape in days to come.

People find these malls to be the best place to shop or hang out in summer heat as they

offer free entry to a completely air conditioned complex with good music playing all

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around and loads of window shopping opportunity which is appreciated by one and all.

Not to forget the numerous food joints that serve different cuisines meant to magnetize

the taste buds of all the foodies.

Though malls are equally popular among all ages, the true lovers of multiplexes are the

youngsters for whom malls are the `ultimate place to be`. These malls serve their various

purposes like shopping, watching movies, dating or just to hang out though they really

don’t need a purpose for being there. “Malls are the coolest and safest place to go

bunking”, says Raghav, a college student while the other boys and girls belonging to the

same age group have no different opinions. These malls have also come up with different

ways to cater to their target visitors like some of them have discos where the Gen-X get a

chance to chill-out during nights. Mohit says, “Opening of discos has added a new

adventure and fun to my life. I can now go and party in the night too.”

These malls have changed the trends to an extent that the glamour that could be seen only

on the silver screen has now come to our cities and we can actually see it in our

neighborhood. Almost all the malls present in the region can match any high-quality mall

in any part of the world.

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Shopping mall

A mall can refer to a shopping mall, which is a place where a collection of

shops all adjoin a pedestrian area, or an exclusively pedestrian street, that allows
shoppers to walk without interference from vehicle traffic.

Mall is generally used in North America and Australasia to refer to a large shopping area

usually composed of a single building which contains multiple shops, usually "anchored"

by one or more department stores surrounded by a parking lot, while the term arcade is

more often used, especially in Britain, to refer to a narrow pedestrian-only street, often

covered or between closely spaced buildings (see town centre). A larger, often only partly

covered but exclusively pedestrian shopping area is in Britain also termed a shopping

precinct or pedestrian precinct. The majority of British shopping centres are in town

centres, usually inserted into old shopping districts, and surrounding by subsidiary open

air shopping streets. A number of large out-of-town "regional malls" such as

Meadowhall, Sheffield and the Trafford Centre, Manchester were built in the 1980s and

1990s, but there are only ten of them or so and planning regulations prohibit the

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construction of any more. Out-of-town shopping developments in the UK are now

focused on retail parks, which consist of groups of warehouse style shops with individual

entrances from outdoors. Planning policy prioritizes the development of existing town

centres, although with patchy success. The Metro centre, Gateshead, is the largest

shopping centre in Europe with over 330 shops, 50 restaurants and an 11 screen cinema.

A shopping mall or shopping centre is a building or set of buildings that contain a

variety of retail units, with interconnecting walkways enabling visitors to easily walk

from unit to unit.

Strip malls have developed since the 1920s, corresponding to the rise of suburban living

in the United States after World War II. As such, the strip mall development has been the

subject of the same criticisms leveled against suburbanisation and suburban sprawl in

general. In the United Kingdom these are called retail parks, out-of-town shopping

centres, or precincts

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A shopping center, shopping mall, or shopping plaza, is the modern adaptation of the

historical marketplace. The mall is a collection of independent retail stores, services, and

a parking area, which is conceived, constructed, and maintained by a separate

management firm as a unit. They may also contain restaurants, banks, theaters,

professional offices, service stations etc.

The first shopping mall was the Country Club Plaza, founded by the J.C. Nichols

Company and opened near Kansas City, Mo., in 1922. The first enclosed mall called

Southdale opened in Edina, Minnesota (near Minneapolis) in 1956. In the 1980s, giant

megamalls were developed. The West Edmonton Mall in Alberta, Canada, opened in

1981 - with more than 800 stores and a hotel, amusement park, miniature-golf course,

church, "water park" for sunbathing and surfing, a zoo and a 438-foot-long lake.

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Regional differences

An aerial view of North West England's largest shopping center, the Trafford Centre

in Greater Manchester.

In most of the world the term shopping centre is used, especially in Europe and

Australasia; however shopping mall is also used, predominantly in North America, but

also to a large extent in Asia[1]. Shopping precinct and shopping arcade are also used. In

North America, the term shopping mall is usually applied to enclosed retail structures

(and may be abbreviated to simply mall) while shopping centre usually refers to open-air

retail complexes.

Malls in Ireland, pronounced "maills", are typically very small shopping centers placed in

the center of town. They average about twenty years in age, with a mix of local shops and

chain stores. These malls do not have shops found in the high street or modern shopping

centers.[citation needed]

Shopping centres in the United Kingdom can be referred to as "shopping precincts" or

just "precincts", but with American-style centres becoming more common in the UK,

they are iJAIPUReasingly being referred to as "malls".

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History:

An example of the mid-19th century arcade: The Passage in St Petersburg. Forum

Bornova Open-Air Shopping Center in İzmir, Turkey

Isfahan's Grand Bazaar, which is largely covered, dates from the 10th century A.D. The

10 kilometer long covered Tehran's Grand Bazaar also has a long history. The Grand

Bazaar of Istanbul was built in 15th century and is still one of the largest covered markets

in the world with more than 58 streets and 4000 shops. The Oxford Covered Market in

Oxford, England was officially opened on 1 November 1774 and still runs today.

The Burlington Arcade in London was opened in 1819. The Arcade in Providence, Rhode

Island introduced the concept to the United States in 1828. The Galleria Vittorio

Emanuele II in Milan, Italy followed in the 1860s and is closer to large modern malls in

spaciousness. Other large cities created arcades and shopping centres in the late 19th

century and early 20th century, including the Cleveland Arcade and Moscow's GUM in

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1890. Early shopping centers designed for the automobile include Market Square, Lake

Forest, Illinois (1916) and Country Club Plaza, Kansas City, Missouri (1924).

An early indoor mall in the United States was the Lake View Store at Morgan Park,

Duluth, Minnesota, which was built in 1915 and held its grand opening on July 20, 1916.

The architect was Dean & Dean from Chicago and the building contractor was George H.

Lounsberry from Duluth. The building is two-stories with a full basement and shops were

originally located on all three levels. All of the stores were located within the interior of

the mall with some shops being accessible from both inside and out.

In the mid-20th century, with the rise of the suburb and automobile culture in the United

States, a new style of shopping centre was created away from downtown.

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Early shopping centers

Amazonas Shopping Mall in Manaus, Brazil.

An early shopping center in the United States was Country Club Plaza, which opened

in 1924 in Kansas City, Missouri. Other important shopping centers built in the 1920s

and early 1930s are the Highland Park Village in Dallas, Texas; River Oaks in Houston,

Texas; and Park and Shop in Washington, DC.

However, the concept of the fully-enclosed shopping mall did not appear until the 1950s.

The idea was pioneered by the Austrian-born architect and American immigrant Victor

Gruen. This new generation, that were eventually called malls, included Northgate Mall,

built in north Seattle, Washington, USA in 1950, Victor Gruen's Northland Shopping

Center built near Detroit, Michigan, USA in 1954, and Gulfgate Mall in Houston were all

originally open-air pedestrian shopping centers that later were enclosed as malls. The first

enclosed, postwar shopping center (or mall) was the Gruen-designed Southdale Center,

which opened in the Twin Cities suburb of Edina, Minnesota, USA in 1956. One of the

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world's largest shopping complexes at one location is the two-mall agglomeration of the

Plaza at King of Prussia and the Court at King of Prussia in the Philadelphia suburb of

King of Prussia, Pennsylvania, USA. The King of Prussia mall has the most shopping per

square foot in the US. The most visited shopping mall in the world and largest mall in the

United States is the Mall of America, located near the Twin Cities in Bloomington,

Minnesota, USA. However, several Asian malls are advertised as having more visitors,

including Mal Taman Anggrek, Kelapa Gading Mall and Megamal Pluit, all in Jakarta-

Indonesia, Berjaya Times Square in Malaysia and SM Megamall in the Philippines.

Beijing's (Peking) Golden Resources Mall, opened in October 2004, is the world's

second largest mall, at 600,000 m² (approximately 6 million square ft). Berjaya Times

Square in Kuala Lumpur, Malaysia, is advertised at 700,000 square metres

(7,530,000 sq ft). SM Mall of Asia in the Philippines, opened in May 2006, is the world's

third largest at 386,000 square metres (4,154,900 sq ft) of gross floor area. The Mall of

Arabia inside Dubailand in Dubai, United Arab Emirates, which will open in 2008, will

become the largest mall in the world, at 929,000 square metres (9,999,700 sq ft).

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"Pitt Street Mall" of Sydney is Australia's busiest shopping precinct. This mall has eight

retail centres and more than 600 speciality stores, within two city blocks.

Classes of malls

Abasto Shopping Centre in Buenos Aires.

In many cases, regional and super-regional malls exist as parts of large super structures

which often also include office space, residential space, amusement parks and so forth.

This trend can be seen in the construction and design of many modern supermalls such as

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Cevahir Mall in Turkey. The International Council of Shopping Centers' 1999

definitions[2] were not restricted to shopping centers in any particular country, but later

editions were made specific to the U.S. with a separate set for Europe.

Regional malls

Bullring complex in Birmingham, England

The unusual exterior of the Selfridges department store in the shopping Bullring complex

in Birmingham, England exemplifies the extraordinary designs of modern shopping

malls.

A regional mall is, per the International Council of Shopping Centers, in the United

States, a shopping mall which is designed to service a larger area than a conventional

shopping mall. As such, it is typically larger with 400,000 square feet (37,000 m²) to

800,000 square feet (74,000 m²) gross leasable area with at least 2 anchors[3] and offers a

wider selection of stores. Given their wider service area, these malls tend to have higher-

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end stores that need a larger area in order for their services to be profitable. Regional

malls are also found as tourist attractions in vacation areas.

Super-regional malls

A super-regional mall is, per the ICSC, in the U.S. a shopping mall with over

800,000 square feet (74,000 m²)[3] of gross leasable area, and which

serves as the dominant shopping venue for the region in which it located.

Outlet malls

An outlet mall (or outlet centre) is a type of shopping mall in which manufacturers sell

their products directly to the public through their own stores. Other stores in outlet malls

are operated by retailers selling returned goods and discontinued products, often at

heavily reduced prices. Outlet stores were found as early as 1936, but the first multi-

outlet mall, Vanity Fair, located in Reading, PA didn't open until 1974. Belz Enterprises

opened the first enclosed factory outlet mall in 1979, in Lakeland, TN, a suburb of

Memphis.

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Components

Food court

Food court at the Fashion Centre at Pentagon City in Arlington, Virginia.

A shopping mall food court consists of shops stalls offering different cuisines. At atypical

food court, meals are ordered at one of the shops then carried to a common dining area,

which is normally a plaza contiguous with the counters of the multiple food vendors.

Department stores

When the shopping mall format was developed by Victor Gruen in the mid-1950s,

signing larger department stores was necessary for the financial stability of the projects,

and to draw retail traffic that would result in visits to the smaller stores in the mall as

well. These larger stores are termed anchor store or draw tenant. Anchors generally have

their rents heavily discounted, and may even receive cash inducements from the mall to

remain open. In physical configuration, anchor stores are normally located as far from

each other as possible to maximize the amount of traffic from one anchor to another.

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Dead malls

In the U.S, as more modern facilities are built, many early malls have become largely

abandoned, due to decreased traffic and tenancy. These "dead malls" have failed to attract

new business and often sit unused for many years until restored or demolished.

Interesting examples of architecture and urban design, these structures often attract

people who explore and photograph them. This phenomenon of dead and dying malls is

examined in detail by the website Deadmalls.com, which hosts many such photographs,

as well as historical accounts. Until the mid-1990s, the trend was to build enclosed malls

and to renovate older outdoor malls into enclosed ones. Such malls had advantages such

as temperature control. Since then, the trend has turned and it is once again fashionable to

build open-air malls. Some enclosed malls have been opened up, such as the

Sherman Oaks Galleria. In addition, some malls, when replacing an empty anchor

location, have replaced the former anchor store building with the more modern outdoor

design, leaving the remainder of the indoor mall intact, such as the Del Amo Fashion

Center in Torrance, California. The Mall, an out-of-town shopping centre at Patchway,

near Bristol, England. Escalators connect the upper and lower levels.

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New trends

In parts of Canada, it is now rare for new shopping malls to be built, as outdoor outlet

malls or big box shopping areas known as power centres are now favored, although the

traditional enclosed shopping mall is still in demand by those seeking weather-protected,

all-under-one-roof shopping. In addition the enclosed interconnections between

downtown multi story shopping malls continue to grow in the Underground city of

Montreal (32 kilometres of passageway), the PATH system of Toronto (27 km of

passageway) and the Plus15 system of Calgary (16 km of overhead passageway).

Vertical malls

Due to the high land price in densely populated conurbations such as Hong Kong, and the

higher yield on retail property, the "vertical mall" is common - Times Square is

considered the first of its kind[6]. The concept of the vertical mall departs from the

common western model of the flat shopping mall: space allocated to retail is configured

over a number of storeys accessible by escalators linking the different levels of the mall.

The challenge of this type of mall is to overcome the natural tendency of shoppers to

move horizontally and encourage shoppers to move upwards and downwards[6].

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Types of shopping facilities

 Big-box store

 Strip mall

 Plaza

 Market

 Main street

 High street

 Town square

 Power centre

 Lifestyle center

Shopping Malls in Jaipur

NATIONAL CAPITAL REGION

Noida: Sector 18,

Greater Noida: Pari Chowk.

Rajasthan : Jaipur.

Ghaziabad: Kavi Nagar.

DELHI/RAJASTHAN
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 Pink Square , Jaipur

 WTP Jaipur

 Ansal Plaza at Delhi

 DLF City Centre at Delhi

 East Delhi Mall

 Mega Mall

 MGF Metropolitan Mall

 Pacific Mall

 Spice World in Delhi

 Centre Stage Mall Delhi

 SAB Mall

 Sahara Mall

High-End Streets in Jaipur (Rajasthan) & Other States

The prime-selling commercial real estate areas, which also make up the main shopping

places, are as follows:

North: Pitampura, Kamla Nagar.

South: Greater Kailash I & II, M Block Market, Ansal Plaza, South Extension I & II,

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Defense Colony, Basant Lok, Saket and Lajpat Nagar.

East: Laxmi Nagar, Preet Vihar.

West: Rajouri Garden, Janakpuri, and Karol Bagh.

Central: Connaught Place.

Upcoming retail projects in (South Delhi & North Delhi)

South Delhi :

Jasola: Splendor, Salcon, Bani, Omaxe, TDI Vasant Kunj (Nelson Mandela Marg): Ambi

Mall & Mall by DLF.

North Delhi:

Pitam pura & Rajouri Garden

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GURGAON: RETAIL SPACE IN MALLS

MG Road:

 DLF City Center

 Mega Mall

 Grand Mall

 DLF South point

 Cyber Green Mall Of India

 Orchid Agora

 Global Fortune Arcade

 MGF Metropolitan mall

 MGF Plaza

 Sahara Mall

 Edmount shopping mall

 Arcus Plaza

 JMD Regent Arcade,

 MGF Metropollis

 JMD Regent Galleria.

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NOIDA: RETAIL SPACE IN MALLS

Sector 18 is a major retail market of the city, which consists of high street shops as well

as shopping malls.

Noida:

 Town square, sector 18

 Center Stage Mall

 The Great India Place

 Gardens Galleria

 Amusement Park

 NRI City Center

 Parsvnath Kaushambi Mall

 Parsvnath Arcadia

 Parsvnath Plaza

 Parsvnath Mall Eighteen

 Parsvnath's Shoppers Den

 Entertainment city, Sector 18.

Greater Noida: Parsvnath Bibhab Plaza, Omaxe Connaught Place, and Omaxe Arcade

OTHER STATES AND CITIES

Lucknow: Hazratganj, Alambagh, Kapoorthala, Bhootnath and Chock.

Kanpur:

Punjab: Ludhiana (Ferozepur Road), Amritsar, Moga, Zirakpur, Bhatinda, Jalandhar,

Patiala.

Haryana: Sec 16 Faridabad, Ambala, Panipat, Kundli, and Karnal.

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Chandigarh: Sector 17, Mohali, Sector 22 & 35, Panchkula, Mani Mazra.

Rajasthan: Jaipur

These are mostly high-street retail markets.

RETAIL SCENARIO IN RAJATHAN, JAIPUR & DELHI

Delhi, a modern cosmopolitan city, is the best example of a multi-ethnic and multi-

cultural society with an ever-expanding economy. Being the capital city, it has an affluent

population comprising a cosmopolitan mix from across the country.

Delhi is ranked as the second largest market in the country in terms of size and socio-

economic profile and it's steadily In JAIPUR easing quality of life, a booming economy

and consumer market makes it one of the hottest destinations for Retail segment.

Traditionally, Delhi has been one of the leaders in retail activity in the country. Several

large retailers first opened shop in the capital city.

The cash-rich Delhi population is an ideal market for high-end retailers and this explains

the presence of all the premium brands, including Marks & Spencer's, Lacoste, Louis

Vuitton, Nike, Reebok, Wallmart, and McDonald etc in the city. Almost all Indian retail

giants are present in the Capital and looking at expansion.

The traditional prime retail areas in Delhi, including areas like Connaught Place, South

Extension, Greater Kailash, and Vasant Kunj would continue to command high prices

due to lack of fresh supply.

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Taking the advantage of shortage of retail space in Delhi, many private developers are

coming up with new retail projects in south and North Delhi. Saket disst center would

cater high end societies in the south and Pitampura's Netaji subhash chander place would

cater mix of high end and middle class societies in North and west delhi.

National Capital Region

Retail expansion in the National Capital Region is primarily being planned in the new

malls. An estimated 75 malls would be in place by 2007, all this development is taking

place, keeping the rising demand for real estate by the retail brands. Retail industry is set

to grow by leap and bound by 2019.

It is Gurgaon that has initiated organized retail boom in JAIPUR in the form

of malls. Major retail brand presence is along MG Road in Gurgaon and now it has

started spreading across Gurgaon, Sohna road, DLF Phase V are next in the row. Concept

of specialty malls was first introduced in Gurgaon, a few malls such as The Gold Souk

has already come up which houses around 70 retailers and another The Wedding mall is

being built on Sohna Road which will house everything from trousseau to event

managers and jewellery.

In Noida, Sector 18 is the hub of retail activity. Besides the 3,50,000 sq ft

Center stage Mall, which is now operational and the Unitech Entertainment city which is

soon to be operational is likely to give it immense bump in terms of footfall. Presence of

retail giants like Benetton, Adidas, McDonald's, Papa jones, Madura Garment, Bata,

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Provouge, Levi's and Reebok makes it imperative for other brand to set up their base at

the same place.

Prospects of shopping malls in India

Global estimates say India will be home to 26.2 million square feet of shopping malls in

2006 and the good news for the people belonging to JAIPUR is that 40% of these will be

concentrated in this region alone.

Introduction of malls has not been able to replace traditional markets, which are still

popular among the pocket conscious people, but has definitely added a new adventure to

the shopping experience. The retail business in India is set to witness heady growth in the

years ahead with the number of shopping malls in Asia's third largest economy rising to a

staggering 358 by the end of 2007, says a study.

The country has some 100 malls now, with the National Capital Region (JAIPUR) and

Mumbai accounting for maximum numbers of the gleaming shopping centres, says a

study by the Images fashion magazine. The retail sector will see over 34 million sq ft of

shopping centre space by the year end, said the report on shopping centre development in

India.

"Performance beyond expectation is all the more significant in the backdrop of adverse

reports and predictions on this sector," said Amitabh Taneja, director (India) of

International Council of Shopping Centres."Based on a complete list of shopping centre

developments taking place across the country, the projection for listed developments by

2007 is 358, with a total built up area of 87.8 million sq ft," he added.

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According to Images, there are a total of 96 operational malls in India with a total built-

up area of 21.6 million sq ft. The number will rise to 158 malls by the end of the current

year. Organized retailing is projected to grow at the rate of 25-30 per cent per annum to

touch $8 billion by 2005 and $24 billion by 2010, said the Images study.

Investments in the retail sector are estimated at between $400 million and $500 million

over the next two to three years, and over $4 billion by the end of 2010, it added. The

retail industry in India is currently estimated at $205 billion, which is likely to grow at a

rate of five percent per annum in the Coming years.

Overview of the Global Retail Industry

Retail: world largest industry

Retail, with total sales of $ 6.6 trillion, is the world’s largest private industry ahead of

financial industries $ 5.1 trillion. It is also home to a number of the world’s largest

enterprises. Over 50 of the Fortune 500 companies, and around 25 of the Asian top 500

companies, are retailers. The industry accounts for over 8 percent of the GDP in western

economies.

Figure 1

Retail: Largest private industry in the world economy

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 Pharm a
Telecom

Autom otive
electronics

energy

chem icals
packaged goods

Construction
Financial services

Retail

0 1 2 3 4 5 6 7

Retail Consumption areas US $ billion Existing Companies in the organized

sector

Food Retailing 130 Food Bazaar (Pantaloon) Food World

Subhishka.

Clothing & Apparel 12 Pantaloon Westside, Shoppers Stop

Jewelry, Watches 7 Tanishq, Titan, Gold Bazaar (Pantaloon)

Home Furnishing 5 Home Store, Arcus (Pantaloon)

Foot wear 1.7 Bata, Woodland

Beauty Care 3.6 VLCC, Health & Glow

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Traditionally, most retailers have had very localized operations. This localized nature of

the industry is changing as retailers face low rates of growth and threatened profitability

at home. New geographies will help them sustain top-line growth as well as permit global

sourcing. Profits in retail have steadily been rising and have generated 18 percent

shareholder returns between 1994 and 1999. Significantly, retail is also one of the

world’s largest employers, accounting for instance 16 percent of the US workforce,

Poland 12 percent, China 8percent, India 10 percent and Brazil 6percent. Factors such as

scale in sourcing, merchandising, operational effectiveness and ambience have driven the

spread of organized retail.

Grocery, electronics are examples of categories that compete on the strength of better

pricing, which in turn is driven by superior sourcing and merchandising and cost-efficient

operations. Wal-Mart, Home Depot and Kingfisher are benchmark retailers in these

fields.

In apparel, home furnishings and furniture, the advantage is driven by the marketers’

ability to provide better products in a comfortable ambience at affordable prices. In these

cases sourcing capability has to be backed by strong design capability and store

management. IKEA and GAP are good examples of this model of retailing.

Over the last few decades, retail formats have changed radically. The basic department

stores and co-operatives of the early 20th Century have given way to mass merchandisers,

hypermarkets, warehouse clubs, category killers, discounters and convenience stores.

Each of these formats has been driven by marketer’s need to offer relevant, distinctive

and economic propositions to an evolving consumer base.

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Global retailers have also reached a position of strength that enables their brand to be

leveraged across a wide range of services. Many of them have expanded their offering,

over the years to include fuel retail, car retail, convenience services and personal

financial services. This has put them in a position where they are not only beginning to

capture growth from geographical expansion, but are also entering large new areas of

business.

The recent evolution of the Internet has helped further broaden the scope of operations of

large retailers. Further, a large number of retailers are pursuing innovative aggregation

and supply chain-streamlining initiatives using B2B technology.

Types OF Retail Business

1- Store Retailing

Store retailing provides consumers to shop for goods and services in a wide variety of

stores and it also helps the Consumers to get all the needed goods and services from one

shop only.

The different types of store retailing are given below:

These stores focus on leisure tastes of different individuals. They have a narrow product

Specialty Stores :

line with deep assortment such as apparel stores, sporting goods stores, furniture stores,

florists and bookstores. These stores are usually expensive and satisfy the needs of

selected consumers who have liking or preference for exclusive things.

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Departmental Store :

These stores are usually built in large area and keep variety of goods under one shed. It is

usually divided into different sections like clothing, kids section, home furnishings,

electronic appliances and other household goods. In a departmental store a consumer can

buy variety of goods under one shed.

Super market :

These stores are relatively large, low cost, low margin, high volume, self service

operations designed to serve total needs for food, laundry and household maintenance

products. Supermarkets earn an operating profit of only 1 percent on sales and 10percent

on net worth.

Convenience Stores :

These are relatively small stores located near residential area, open for long hours seven

days a week, and carrying a limited line of high turnover convenience products at slightly

higher prices than departmental stores. Many such stores also have added takeout

sandwiches, coffee and pastries.

Off - Price Retailer:

These stores sell goods at low price with lower margins & higher volumes. These stores

sell goods with deteriorated quality. The defects are normally minor. This target at the

persons belonging to the lower income group, though some have a collection of imported

goods aimed to target the younger generation. The company owned showroom selling the

seconds products is a typical example of off - price retailer.

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Discount Store :

These stores sell standard merchandise at lower prices by accepting lower margins and

selling higher volumes. The use of occasional discounts or specials does not make a

discount store. A true discount store regularly sells its merchandise at lower prices,

offering mostly national brands, not inferior goods.

In recent years, many discount retailers have “traded up”. They have improved decor,

added new lines and services, and opened suburban branches—all of which has led to

higher costs and prices and as some department stores have cut their prices to compete

with discounters.

Not only that, discount stores have moved beyond general merchandise into specialty

merchandise stores, such as discount sporting goods stores, electronics stores, and

bookstores.

Catalog Showroom :

Catalog showrooms generally sell a broad selection of high-markup, fast-moving, brand-

name goods at discount prices. These include jewelry, power tools, cameras, luggage

small appliances, toys, and sporting goods. Catalog showrooms make their money by

cutting costs and margins to provide low prices that will attract a higher volume of sales.

Catalog showrooms have been struggling in recent years to hold their share of the retail

market.

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Major Formats of Retailing

Major formats of In-Store Retailing have been listed in Table given below:

Format Description The Value Proposition

Branded Stores Exclusive showrooms either Complete range available

owned or franchised out by a for a given brand, Certified

manufacturer. product quality.

Specialty Stores Focus on a specific consumer Greater choice to the

need; carry most of the brands consumer, comparison

available. between brands possible

Department Stores Large stores having a wide One stop shop catering to

variety of products, organized varied consumer needs.

into different departments, such

as clothing, house wares,

furniture, appliances, toys, etc.

Supermarkets Extremely large self-services One stop shop catering to

retail outlets. varied consumer needs.

Discount Stores Stores offering discounts on the Low prices.

retail price through selling high

volumes and reaping the

economies of scale.
Hyper-mart Larger than a Supermarket, Low prices, vast choice

sometimes with a warehouse available including services

 
appearance, generally located in as cafeterias.

quieter parts of the city

Convenience Stores Small self-service formats Convenient location and

31
 located in crowded urban areas. extended operating hours.
Shopping Malls An enclosure having different Variety of shops available

formats of in-store retailers, all close to each other.

under one roof.

2- Non-store Retailing

It is another type of retail Business . Different types of non-store retailing are given

below:

Direct Selling :

Direct selling which started centuries ago with itinerant peddlers has burgeoned into a $9

billion industry, with over 600 companies selling door to door, office to office, or at

home sales parties. A variant of direct selling is called multilevel Business , whereby

companies such as Amway recruit independent businesspeople who act as distributors for

their products, who in turn recruit and sell to sub distributors, who eventually recruit

others to sell their products, usually in customer homes.

32
Direct Business :

Direct Business has its roots in mail-order Business but today includes reaching people in

other ways than visiting their homes or offices, including tele Business , television direct

response Business , and electronic shopping.

Automatic Vending

Automatic vending has been applied to a considerable variety of merchandise, including

impulse goods with high convenience value (cigarettes, soft drinks, candy, newspaper,

hot beverages) and other products (hosiery, cosmetics, food snacks, hot soups and food,

paperbacks, record albums, film, T-shirts, insurance policies, and even fishing worms).

Organized Retail Formats in India

Structure of the retailing industry according to ownership patterns:

33
  An unaffiliated or independent retailer

 A chain retailer or corporate retail chain

 A franchise system

 A Leased Department (LD)

 Vertical Business System

A new entrant in the retail environment is the 'discounter' format. It is

also is known as cash and-carry or hypermarket. These formats usually work on bulk

buying and bulk selling. Shopping experience in terms of ambience or the service is not

the mainstay here. RPG group has set up the first 'discounter' in Hyderabad called the

Giant. Now Pantaloon is following suit.

Two categories of customers visit these retail outlets.

1. The small retailer. For example, a customer of Giant could be a dhabawala who needs

to buy edible oil in bulk.

2. The regular consumer who spends on big volumes (large pack sizes) because of a price

advantage per unit.

Some of these are listed in Table below :

Retailer Current Format New Formats

Shoppers' Stop Department Store Quasi-mall
Ebony Department Store Quasi-mall, smaller outlets, adding

food retail
Crossword Large bookstore Corner shops
Pyramid Department Store Quasi-mall, food retail
Pantaloon Own brand store Hypermarket
Subhishka Supermarket Considering moving to self service

34
 Vitan Supermarket Suburban discount store
Foodworld Food supermarket Hypermarket, Foodworld express
Glob us Department Store Small fashion stores
Bombay Bazaar Super market Aggregation of Kiranas
Efoodmart Food super market Aggregation of Kiranas
Metro Departmental store Cash and carry
S Kumar's Departmental store Discount store

Retailers are also trying out smaller versions of their stores in an attempt to reach a

maximum number of consumers. Crossword bookstores are experimenting with

Crossword Corner, to iJAIPURease reach and business from their stores. FoodWorld is

experimenting with a format of one-fourth the normal size called FoodWorld Express.

35
International players

International Players Retail Ventures In India

Landmarc Group, Dubai Lifestyle Chain of Departmental Stores

Metro, Germany Hypermarket
Shoprite, South Africa Supermarket, Hypermarket
Nanz, Germany Supermarket
Marks & Spencer, UK Apparel Retailer
Mango, Spain Apparel Retailer
McDonalds, USA Food Retailer
Dominos USA Food Retailer
Tricon Restaurant, USA Food Retailer

36
CURRENT SCENARIO IN INDIA

The mall development in India is at the ‘acceleration’ at stage. From 25 operational

malls in 2003, the country is expecting to have over330 malls by 2007. However, he

spread of the locations is not even throughout the country. The following figure shows

the zone wise distribution in India.

DISRIBUTION OF MALLS SPACE ACROSS ZONES BY 2007

10% north zone

39%
south zone

33% west zone

18%
east zone

more worrisome aspect is the concentration of malls in some locations like JAIPUR

region, which had 20 malls in operation by 2005 and has 35 malls in various stages of

development till date. The success of the first few malls encouraged real developers, of

all hues and colors, to jump onto the mall-bandwagon. Retail development seemed as the

next money-spinner, better than residential or office-space development. Most of the

developers joined in sans the required planning and a clear understanding of the concept

of mall management.

37
FACILITIES WHICH ARE PROVIDED BY ALL MALLS

GENERALLY ARE:

 3 Screen cinema hall

 Centralized AC.

 Good Infrastructure

 Branded Restaurants

 Kids Zones

 Automatic stairs (upwards and downwards stairs)

 McDonald and Pizza Hut

 Courteous staff

38
 CHAPTER-3

RESEARCH METHODOLOGY

Research methodology is a systematic way, which consist of series of action or steps

necessary to effectively carry out research and the desired sequencing of these steps. The

marketing research is a process of involves a number of interrelated activities which

ovrlap and do rigidly follow a particular sequence.

Research plan :

Researh plan is no specific fir all types of research. It’s decided depending upon the

nature of the problem. It can be exploratory and descriptive.

To Study the consumer behavior and experience about shopping mall’s is a

descriptive research. It include the following :

1- Data Collection

2- Reseach Instruments

3- Sampling Plan

3.1 DATA COLLECTION

This researh involves gathering Primary as well as Secondary data.

39
Primary data :

The primary data are those data which are collected afresh and for the first time and

happen to be original in character. A survey was conducte ro gathe primary data from the

market.

The primary data is to be collected by structured questionnaire at differnet

shopping malls to the consumers.

Secondary data :

Secondary data are those data have already been collected by someone else and which

already had been passed through the statistically process.

The secondary data to be collected for the study by –

 Newspapers, Magazines, Journals and Books.

 By internet websites.

3.2 RESEARCH INSTRUMENTS

In marketing research the main research instrumet used to collecting the pramary data is

the qestionnaire.

Structured Questionnaire

A questionnaire consists of number of questions printed or typed in a definite order or set

of forms. It is the set of questions printed presented to the respondents for their answer. It

may be open ended and close ended. For this research a set of the qestionnaire is used to

40
gather the information on the consmer buying behavior and their perception towards the

shopping malls.

41
3.3 SAMPLING DESIGN

A sample design is a definite plan for obtaining a sample from a given population. It

refers to the technique or the procedures adopted. In selecting items for the sample. The

main constituents of the sampling design below —

 Sampling unit

 Sample size

 Sampling procedures

For consumer survey :

3.4 SAMPLING UNIT :

A sampling framework i.e. developed for the the target population that will be sampled

i.e. who is to be surveyed –

Sample unit : Consumers

3.5 SAMPLE SIZE :

It is the substantial portions of the target population that are sampled achieve reliable

results.

Sample size : 98

Sample Area : Sahara mall, Shipra mall, Ansal plaza mall, DLF mall and Pacific

mall.

3.6 RESEARCH DESIGN :

In my study, Descriptive research design are used because it provides

information in a described manner which is relevant to a research project. In this research

42
design the objective of the study is clearly defined and have accurate method of

mesurment with a clear cut definition. It was decided that the right mode of approach

could be a combination of surveys which is a mix of exploratory and descriptive research

SAMPLING PROCEDURE :

The procedure to choose the respndents to obtain a representative sample a non

– probability sampling technique is applied for the target market.

In this type of sampling, items for the sample are selected deliberately by the

resercher. His choice concerning the items remain supreme. In other word, under non-

probability sampling the organisers of the inquiry purposively choose the particular units

of the universe for constituting a sample on the basis that the small mass that they so

select out of huge, one will be typical or representative of the whole.

The questionnaire was distributed among 98 respondents who were from

different age groups and income brackets. The procedure for sampling involved

convenience and judgment.

AREA COVERED :

These are the places. Where I have collected data related to my research report:

 Jaipur

o Amer

o Sanganer

o Jhotwara

o Shastri Nagar

43
 CHAPTER 4
DATA ANALYSIS
Q.1- Age Group (In years)

RESPONSES NO OF RESPONDENTS PERCENTAGE

Up to 15 18 18.36%
15-25 29 29.59%
25-35 37 37.76%
35-45 7 7.14
45 Above 7 7.15
TOTAL 98 100%

40

35

30

25

20

15

10
5

0
upto 15 15 -25 25 - 35 35-45 above 45

Interpretation

Age group of the customer

 Up to 15 yrs – 18% customer visit the mall

 15 – 25 yrs – 29% customer visit the mall
 25 – 35 yrs – 37% customer visit the mall
 Above 35-45 yrs – 16% customer visit the malls
 Above 45 years

Q.2- Gender Ratio

RESPONSES NO OF RESPONDENTS PERCENTAGE

Male 54 55.11%

44
Female 44 44.89%
Total 98 100%

70

60

50

40

30

20

10

0
Male Female

Interpretation

Gender ratio about malls:

 62 % male visit the mall’s and

 38 % female visit the mall’s

45
Q.3- Occupation of the Visitors

RESPONSES NO. OF RESPONDENTS PERCENTAGE

Professional 26 26.53%
Student 41 41.84%
Businessman 14 14.29%
Lawyer 6 6.12%
Teacher 11 11.22%
Total 98 100%

50
40
30
20
10
3-D Column 1
0
professional businessman Teacher

Interpretation

 27% visitors are professionals

 42% visitors are students
 14% visitor are businessman
 6% are lawyer
 11% are teacher

Q.4- INCOME LEVEL OF THE CONSUMER

INCOME GROUP NO OF RESPONDENTS PERCENTAGE

(In Rs. Per month)

Up to 15000 45 45.19%
15,000-25,000 25 25.51%
25,000-40,000 15 15.32%

46
40,000-50,000 8 8.17%
Above 50,000 5 5.10%
Total 98 100%

45
40
35
30
25
20
15
10
5
0
Upto15000 15000-25000 25000-40000 40000-50000 Above 50000

Interpretation

Income level of the consumer:

 Up to 15,000 : 45% of the consumer belongs to this group

 15,001-25,000 : 25% of the consumer belongs to this group
 25,001-40,000 :15% of the consumer belongs to this group
 40,000-50,000: 8% of the consumer belong to this group
 Above 50,000: 5% of the consumer belong to this group

Q.5- CONSUMER AWARENESS ABOUT MALLS

RESPONSE NO. OF RESPONDENTS Percentage

YES 75 76.53%
NO 23 23.47%
TOTAL 98 100%

47
Interpretation

Consumer awareness about malls:

 Consumer have seen malls: 75% of consumer are known malls

 Consumer have not seen malls: 25% of consumer are not known malls

48
Q.6- money Spent at the mall (In Rs.)

RESPONSES NO OF RESPONDENTS PERCENTAGE

Up to 200 40 40.82%
201- 1,000 31 31.63%
1,001- 2500 9 9.18%
2501-5000 11 11.22%
Above 5,001 7 7.14%
TOTAL 98 100%

Interpretation :

Money spent in the mall on a visit,

 40 % customer spent up to Rs. 200 on an average visit of the malls

 31 % customer spent Rs. 200 - 1000 on an average visit of the malls
 9 % customer spent Rs. 1000 - 5000 on an average visit of the malls
 11% customer spent Above Rs 2501-5000 on an average visit of the malls
 7% customer spent Above more tha Rs 5000 on an average visit of the mall

49
Q. 7- Reasons for going to the mall

RESPONSES NO OF RESPONDENTS PERCENTAGE

ENTERTAINMENT 24 24.49%
SHOPPING 40 40.82%
RESTAURANT 20 20.40%
RELEXING 4 4.08%
OTHERS 10 10.20%
TOTAL 98 100%

Interpretation:

Consumer are using mall for:

 For entertainment: 25% of consumer
 For shopping mall: 40% of consumer
 For Food : 20 % of consumer
 For relaxing:4% of consumer
 For other purpose: 10% of consumer

50
Q.8- factors attracting customers in the mall

RESPONSES NO OF RESPONDENTS PERCENTAGE

INFRASTURUCTURE 35 35.71%
PRICE 24 24.49%
SERVICES 10 10.20%
QUALITY 14 14.29%
OTHERS 15 15.30%
TOTAL 98 100%

35

30

25

20 East
15

10

0
Infrastructure Service other

Interpretation:

Factor attract to customer for a mall:

 Infrastructure attracts : 35% of the consumer

 Pricing attract : 25% of the consumer

 Services attract : 25% of the consumer

 Other factor : 15% of the consumer

Q.9- Consumer Satisfaction with price of the malls

RESPONSE NO. OF RESPONDENTS %

YES 39 39.79%

51
NO 59 60.21%
TOTAL 98 100%

SATISFACTION LEVEL OF CUSTOMERS REGARDING PRICE

60 60
50
40
40
30
20 Series1

10
0
S1
YES
NO

Interpretation:

Consumer’s satisfaction with price of malls:

52
 Consumers are satisfied: 40% of consumer are satisfied

 Consumers are not satisfied: 60% of consumer are not satisfied

53
Q.10- Factor consider by the customer while purchasing from malls

RESPONSES NO OF RESPONDENTS PERCENTAGE

BRAND NAME 26 26.53%
PRICE 39 39.79%
QUALITY 13 13.27%
SERVICE 15 15.31%
OTHERS 5 5.10%
TOTAL 98 100%

Interpretation:

Factor consider while purchasing.

 26% customer consider brand name

 39% customer consider price
 13% customer consider quality
 15% customer consider service.
 5%customer consider other things

Q.11 Behavior of Shopping Mall Staff

RESPONSES NO OF RESPONDENTS PERCENTAGE

Polite 15 15.31%
Product Knowledge 12 12.24%

54
Helpfulness 36 36.73%
Quick Response 15 15.31%
Busy Behavior 20 20.41%
Total 98 100%

55
Q.12- The offers consumers consider

RESPONSES NO OF RESPONDENTS PERCENTAGE

Free 15 15.31%
Discount 12 12.24%
Coupons 35 35.71%
Vouchers 26 26.53%
Total 98 100%

56
Q.13- Reliability of the consumer

RESPONSES NO OF RESPONDENTS PERCENTAGE

Highly Reliable 12 12.24%
Satisfied 15 15.31%
Average 34 34.69%
Dissatisfied 27 27.55%
Highly Dissatisfied 10 10.20%
Total 98 100%

57
Q.14- Opinion of the consumers about mall

RESPONSES NO OF RESPONDENTS PERCENTAGE

Very Good 11 11.22%
Good 17 17.35%
Neutral 34 34.69%
Bad 25 25.51%
Very Bad 11 11.22%
Total 98 100%

58
Q.15- Product availability of the respondent

RESPONSES NO OF RESPONDENTS PERCENTAGE

Highly Satisfied 11 11.22%
Satisfied 15 15.31%
Average 32 32.65%
Dissatisfied 29 29.59%
Highly Dissatisfied 11 11.22%
Total 98 100%

59
Q.16- Opinion on Safety Measures taken of malls

RESPONSES NO OF RESPONDENTS PERCENTAGE

Excellent 11 11.22%
Good 17 17.35%
Satisfactory 25 25.51%
Not Satisfactory 31 31.63%
No Idea 14 14.29%
Total 98 100%

60
Q.17- Overall Satisfaction of Consumers who visit mall

RESPONSES NO OF RESPONDENTS PERCENTAGE

Excellent 12 12.24%
Good 14 14.29%
Satisfactory 25 25.51%
Not Satisfactory 28 28.57%
Neutral 19 19.39%
Total 98 100%

61
CHAPTER -5

62
 RECOMMENDATIONS

 Owners are not interested to provide information of question such

as their profit and funds needed to investment.

 Consumer cannot justify that which one is most preferred by

them.

 Time was limited to collect the data.

 Some consumers till not visited any mall. So it creates problem to

analyze the data accurately.

 Consumers and owners feel hesitate to provide information.

 Consumer do not have time to respond.

63
 CONCLUSION
According to my study of malls under the topic” Consumer preference and satisfaction
regarding shopping malls in JAIPUR region” my conclusions are:

 Consumer prefers to purchase from outside retail outlets.

 Most of the customer are not satisfied the price of the shopping malls.

 Consumers are very much aware about the shopping malls in Jaipur

 Respondents especially price sensitive and with disposal income less than 15.000

prefer less to shop.

 .Now a days the middle class is starting to taking interest in the malls,

entertainment and shopping and so on.

64
 SUGGESTIONS

 Consumer should be provide free drinking water.

 In malls every thing should be provided to customer viz. sports goods outlets,

cyber café, computer retail outlets, home appliances show room or outlets.

 Segmentation should be according to income class.

 Parking space should be wide.

65
 CHAPTER -6

BIBLIOGRAPHY

BOOKS

 Kotlar Philip, Marketing Management, New Delhi, Vikas Publication House, XI

Edition

 Kothari C.R., Research Methodology , New Delhi, Vikas Publication House, XII

Edition.

 Vervan Ivan, Retail Management

JOURNAL

 Alfred W. Hubbard,” Phrasing Question”, Journal of Marketing (15 July

2005)

 American Telephone and Telegraph Company, 2 sep,1987.

 “Investment In Malls” The Economic Times, New Delhi, 11 September 2004,

 “Growth of Malls”, The Hindustan Times, New Delhi 15Feb, 2005,P-8.

WEBSITES

 www.google.com

 www.indianmalls.com

 www.infoshop.com,

 www.equitymaster.com

 www.fastmoving.co.za

66
Magazines, Reports and News paper:

Marketing Mastermind, Business today, Economic Times, ET knowledge series,

Changing gears - Retailing in India, Business Today, Pantaloon - Rajah of retail, march

13 -15 USP age Magazine

67
 QUESTIONNAIRE

Dear Sir/Madom I am conducting a survey on “Consumer preference regarding Shopping

Mall’s. May I have five minute of yours to help me fill up the questionnaire.

Personal Information

Name: ………………………………….. Age: ……..….………..

Profession: ……...……………………… Gender: ……………….

Address : …..……………………………………………………………….

1. Age Group (In Years)

Upto 15 ( ) 15-25 ( ) 25-35 ( )

35-45 ( ) Above 45 ( )

2. Gender?

Male ( ) Female ( )

3. Occupation

Professional ( ) Student ( ) Businessman ( )

Lawyer ( ) Teacher ( )

4. Income Level

Upto 15K ( ) 15K – 25K ( ) 25K-40K ( )

40K – 50K ( ) Above 50K ( )

68
5. Consumer Awareness About Mall

Yes ( ) No ( )

6. Money Spent at Malls

Upto 200 ( ) 201-1000 ( ) 1001-2500 ( )

2501 – 5000 ( ) Above 5001 ( )

7. Reason for going to the mall

Entertainment ( ) Shopping ( ) Restaurant ( )

Relexing ( ) Others ( )

8. Factors attracting customers to the mall

Infrastructure ( ) Price ( ) Services ( )

Quality ( ) Others ( )

9. Consumer Satisfaction with price of the malls

Yes ( ) No ( )

10. Factors consider by the customer while purchasing from malls

Brand Name ( ) Price ( ) Quality ( )

Service ( ) Others ( )

11. Behavior of shopping mall staff

Polite ( ) Product Knowledge ( ) Helpfulness ( )

Quick Response ( ) Busy Behavior ( )

12. The offers consumers consider

Free ( ) Discount ( ) Coupons ( )

Vouchers ( )

69
 13. Reliability of the consumer

Highly Reliable ( ) Satisfied ( ) Average ( )

Dissatisfied ( ) Highly Dissatisfied ( )

14. Opinion of the consumers about mall

Very Good ( ) Good ( ) neutral ( )

Bad ( ) Very Bad ( )

15. Product availability of the respondent

Highly satisfied ( ) satisfied ( ) Average ( )

Dissatisfied ( ) Highly Dissatisfied ( )

16. Opinion on Safety Measures taken of malls

Excellent ( ) Good ( ) Satisfactory ( )

Not satisfactory ( ) No Idea ( )

17. Overall Satisfaction of consumers who visit mall

Excellent ( ) Good ( ) Satisfactory ( )

Not satisfactory ( ) Neutral ( )

THANKS

EVALUATED

70