Appendix: A Questionnaire of the study

CUSTOMER PATRONAGE BEHAVIOUR IN SHOPPING MALL

Section I - What motivate you to shop/ visit in malls?

Motivation refers to the drive, urges, wish, or desire that leads to behaviour.

To what extent do you agree or disagree with the following statements. Please remember to
respond only in terms of shopping at malls and not other places. Please do not respond on
the basis of your shopping experience from luxury malls such as Emporio. The word
“malls” in all statements in this section refers to malls like Select City Walk (Saket),
Metrowalk, DLF Promenade, Ambience Mall (Gurgaon).

Please answer the following by circling the number that best represents the strength of
your response

(1- Strongly Disagree, 5- Strongly Agree)

S. Factor Strongly Disagree Neutral Agree Strongly

No Disagree Agree

1 I find shopping in mall to be an

adventurous activity.

2 I feel shopping in mall gives me a

thrill.

3 When I am in down mood I go

shopping mall to feel better.

4 To me shopping in mall is a way

to relieve stress.

5 I go to mall to keep up with new

fashion and trends.

6 I go to shopping mall to buy

things for my family, friends and
special ones.
7 I go to shopping mall to play
video games

8 I go to shopping mall to enjoy

variety of food

9 I go to shopping mall to watching

movies

10 To me, shopping with friends is a

social occasion

11 Shopping with others is a bonding

experience

12 I like to go to shopping mall

because I like the concept of
variety of products under one roof

13 I go to shopping mall when there

are sales.

14 I look for discounts while I go

shopping in malls.

15 I go to shopping mall because I

like to compare different brands
of product.

16 I usually go shopping mall to buy

grocery.

17 While shopping, I try to

accomplish just what I want to as
soon as

possible

19 While shopping I try to find just

the items that I am looking for

20 A good store visit is when it is

 over very quickly.

21 It is disappointing when I have to

go to multiple stores to complete
my shopping.

Section – II Your beliefs about mall attributes of Indian shopping mall you visit or
purchase from.

Mall attributes like interiors, decor, parking space, mall hours and the whole environment
in the mall

To what extent are you satisfied / not satisfied with the facilities provided at the mall.
Please remember to respond in terms of shopping from the malls and not other places.

Please answer the following by circling the number that best represents the strength of
your response

(1- Very Dissatisfied, 5- Very Satisfied)

S. Factor Very Dissatisfied Neutral Satisfied Very

No Dissatisfied Satisfied

1 I am satisfied with the

location of the mall as it
is at convenient distance
from work place.

2 I am satisfied with the

location of the mall as it
is at convenient distance
from home.

3 I am satisfied with the

mall hours.

4 I am satisfied with the

quality of products sold
at mall.
5 I am satisfied with the
brands sold at mall

6 I am satisfied with the

variety of speciality
store (chocolate
store, gift store) in the
mall.

7 I am satisfied with the

number of department
store (Big Bazaar,
Spenser’s) in the mall.

8 I am satisfied with the

price of the product in
the mall

9 I am satisfied with
selection of
entertainment features
(video games, movie
theatre, food outlets,
bowling alley) in the
mall.

10 I am satisfied with the

fun and kids zone for
children’s.

11 I am satisfied with the

availability of parking
facility in the mall.

12 I am satisfied with the

safety provision in the
mall.

13 I am satisfied with the

cleanliness of the mall.

14 I am satisfied with the

spaciousness of the
 mall.

15 I am satisfied with the

Prompt service on
information desk and
helping management
staff.

16. I am satisfied with the

décor in the mall.

17 I m satisfied with the

ambiance of the mall.

18 I am satisfied with the

layout of the mall

Section – III Which of the following Activities have maximum impact on your visit to the
mall.

Activities like festival décor in mall, events, live shows, shopping carnival, sales, discounts,
offers.

Rank them in order of your preference (1- Most important and 3- Least Important)

S. No Activities Rank

1 Price based activity (sale, discount & gifts etc.)

2 Promotion based activity (completion, festival offer etc.)

3 Event Based activity (shopping carnival, live performance &

kid carnival etc.)

Which of the following Activities have maximum impact on you’re Spending in the Mall.

Please answer the following by circling the number that best represents the strength of
your response

(1- Very Dissatisfied, 5- Very Satisfied)

 S. No Activities Strongly Disagree Neutral Agree Strongly
Disagree Agree

1 Price based
activity (sale,
discount & gifts
etc.)

2 Promotion based
activity
(completion,
festival offer
etc.)

Event Based
activity
(shopping
carnival, live
performance &
kid carnival etc.)

Which of the price based Activities have maximum impact on you’re Spending in the Mall.

Rank them in order of your reference (1- Most important and 6- Least Important)

S. No Activities Rank

1 Sale

2 Gift with purchase

3 Competition and Lottery

4 Discount with minimum sale

5 Markets day(like sabse sastha din etc.)

6 Voucher with Minimum purchase

Which of the promotion based Activities have maximum impact on you’re Spending in the
Mall.
Rank them in order of your reference (1- Most important and 6- Least Important)

S. No Activities Rank

1 Promotions and display

2 Shopping carnivals and Festival offer

3 Live performance

4 Kid festival

5 Art and food exhibition

6 Festival Décor

Section – IV What are the situational factors that trigger your visit in mall.

To what extent situational factors influence your decision regarding your visit to mall and
your purchase from the mall.

Please answer the following by circling the number that best represents the strength of
your response

(1- Strongly Disagree, 5- Strongly Agree)

S. Factor Strongly Disagree Neutral Agree Strongly

No Disagree Agree

1 I frequently buy more purchase if I

am under time pressure.

2 When shopping with companions

(friends, family member and kids),
I buy more products.

3 Attractively arranged store

stimulates me to buy more than
planned.

4 Friendly and skilled staff often

talks me into buying a product I
didn’t plan to buy.
5 Nice music can induce me to buy
more.

6 Attractive aroma can frequently

induce me to buy more.

7 Store location affects my

unplanned buying.

8 Promotional activities (price

reduction, ''buy 1/get 2'' etc.)
frequently affect my purchase.

9 Festival décor in mall trigger my

purchase intension in mall.

10 Mall offers (point of sale notice

and discount) trigger my purchase
intension.

11 Extra money in pocket triggers me

to indulge (spend) more.

12 If I found quality product and

reasonable price than I buy more

Section- V Shopping and Purchase Decisions

This section focuses on questions that address your shopping and purchase decisions. As
you answer the following questions, “think of a mall that you most often shop”.

Please answer the following by circling the number that best represents the strength of
your response

(1- Strongly Disagree, 5- Strongly Agree)

S. Factor Strongly Disagree Neutral Agree Strongly

No Disagree Agree

1 I will possibly use malls like

(Select city walk) or similar malls
 in the future for shopping.

2 I have every intention to use malls

like (Select city walk) or similar
malls in the future for shopping.

3 I would be willing to recommend

this mall to my friends.

Section – VI Personal background

Gender: Male Female

Age: Less than 16 16-25 26-35

36-45 46-55 Above 55

Marital Status: Married Unmarried

Family Size: 1 member 2 members

3 members 4 members

Number of kids: No kids 1 kid

2 kids More than 2 kids

Education: High School Under graduate

Graduate Post graduate

Diploma PhD
Occupation: Student Salaried employees

Own Business Retired

Home maker unemployed

Professional

Number of earning members:

1 Member 2 Members

3 Members 4 Members

Household Income (Monthly):

20k-40k 41k-60k

61k-80k 81k-1lac

More 1 lac

Time spent at mall:

Less than 1 hours 1- 3 hours

3-5 hours More than5 hours

Amount of time spent in mall on per visit:

1000-2000 2001-3000

3001-4000 4001-5000

5001-6000 More than 6000

Frequency of mall visit from last 3 months

Up to 3 times

4- 8 times

9-12 times

more than 12 times

When you visit the mall:

In Week days In Weekends Holidays

Questions regarding the present/current visit

Time taken to reach the mall today-------------------------------------------

Number of stores visited ------------------------------------------

You have come to the mall

Alone with friends with spouse with kids

Amount spent on Food items ---------------------------------------

Amount spent on non food item ---------------------------------------

In general, shopping at mall is

Unexciting Exciting

Boring Interesting

Expensive Cost effective

Sec VII ( Describe Yourself)

To what extent do you agree or disagree with the following statements. Please answer the
following by circling the number that best represents the strength of your response

(1- Strongly Disagree, 5- Strongly Agree)

S. Factor Strongly Disagree Neutral Agree Strongly

No Disagree Agree

1 I like outrageous people and

things

2 I like a lot of variety in my life

3 I follow the latest trends and

fashions

4 I like being in charge of a group

5 I often crave excitement

6 I am really interested only in few
things

7 I have more ability than most

people

8 I consider myself intellectual

9 I must admit that I like to show

off

10 I like try new things

11 I like to dress in the latest

fashion

12 I like to leads others

13 I like the challenges of doing

something I have never done
before

14 I like my life to be pretty much

the same from week to week

15 I buy based on quality rather

than price

16 I am a spender rather than a

saver