CHAPTER 1: INTRODUCTION

1|Page
1.1 INTRODUCTION

The main objective of this project is to study the consumer decision making styles in shopping
malls. Shopping malls have been a source of entertainment all around the world and in India.
One roof shopping was first initiated at St. Petersburg, Russia in 1785 and it has evolved all
around the world after that. In India the first shopping mall was crossroads in September 1999.
Malls began to mushroom in the early half of the decade and by 2005 they were already a part of
the pop culture. Retailers across the world have been trying to provide the best services and
environment to their customers which has led to the emergence of organized retailing. Due to
better services under shopping environment these stores have been attracting more customers
than the traditional retailers. India is also witnessing a significant social demographic change in
its system in the present time which has led to many new developments.

From day one it was a big hit with the sole purpose to provide everything under the sun under
one roof or in one big complex. The days where you have to struggle to get to the inner-city to
do your shopping were gone. Now, for the first time everything were actually on your door step.
The focus on the mall was on what is worn, eaten, drunk, read, displayed and enjoyed. It had
now a dual functionality, not only to sell and make money, but also to cater for consumer’s
immediate pleasure and enjoyment.

As consumers, each of us have a vast number of attitude towards products, services,

advertisements, direct mail, the internet, retail stores. Whenever we are asked whether we like or
dislike a product, a service, a particular retailer, a specific direct marketer, or advertising theme,
we are being asked to express our attitudes. It is quite possible for a consumer to have a different
attitude toward the product than the attitude toward the ad for the product. Within the context of
consumer behavior, an appreciation of prevailing consumer attitudes has considerable strategic
merit. To get at the heart of what is driving consumer behavior, attitude research has been used
to answer a wide range of strategic marketing questions. It is considered that consumers’
decision making is not the end point but rather as the beginning point of consumption process.

2|Page
BUSINESS MODEL 1
ABSTRACT -

Among various gravitational models, Huff's probabilistic model of retail gravitation is probably
the most widely used model. Its ability as an explanatory tool, however, is handicapped by the
fact that it includes all potential shopping areas in its competitive system. This paper proposes a
new model based on the concept of choice set. Results from a large scale study in a Canadian
city indicate that the proposed model substantially outperforms Huff's model, and can be used for
both predictive and explanatory purposes.

INTRODUCTION

Since the emergence of shopping centers in the 1950's and 1960's, retail sales have been shifting
increasingly toward such centers. Estimates indicate that shopping centers will account for 50, of
all retail sales by 1990 (Dickinson 1981). In a recent study (Prestwick 1980), 47% of the sampled
shoppers in a major shopping mall reported that they were there because of the mall itself. Thus,
almost half of the shoppers did not make their shopping location choice because of the attraction
of specific stores or products and services, but instead were attracted by some aspects of the mall
and its complex of units. Related to the development of shopping centers is the conscious
attempts by many downtown retail areas to get organized as "business entities" to react to the
increasingly threats posed by shopping centers (Spalding 1981; Petto 1983).

The evolution of planned and organized shopping areas such as shopping centers and revitalized
downtown areas has several implications. To the consumer, the evolution represents another
level of patronage decision in the form of increased choices between different shopping areas. To
the marketer, it means an increasing need to attract the consumer to the shopping area, and not
just to a particular store. The importance of promoting the whole shopping area thus takes on
more significance than promoting a particular store. Related to this, therefore, is the need to
understand the main factors that affect the choice of shopping areas by consumers, and how they
can be attracted.

3|Page
Business Model 2
Models of buyer decision making
In an early study of the buyer decision process literature, Frank Nicosia (Nicosia, F. 1966; pp 9-
21) identified three types of buyer decision making models. They are the univariate model (He
called it the "simple scheme".) in which only one behavioral determinant was allowed in a
stimulus-response type of relationship; the multi-variate model (He called it a "reduced form
scheme".) in which numerous independent variables were assumed to determine buyer behavior;
and finally the "system of equations" model (He called it a "structural scheme" or "process
scheme".) in which numerous functional relations (either univariate or multi-variate) interact in a
complex system of equations. He concluded that only this third type of model is capable of
expressing the complexity of buyer decision processes. Nicosia builds a comprehensive model
involving five modules. The encoding module includes determinants like "attributes of the
brand", "environmental factors", "consumer's attributes", "attributes of the organization", and
"attributes of the message". Other modules in the system include, consumer decoding, search and
evaluation, decision, and consumption.

Today, schools, shopping, increasingly, shopping centers and retailers concluded that to remain
competitive and attract buyer’s increasingly competitive retail and experience economy, which
must be integrated and unique entertainment experiences in their combination and facilities. End
of the remarkable consumption and a decrease in visits due to the large buyer the recession has
made it more important to generate traffic than the purchase of material. Many new shopping
centers, particularly in lifestyle centers and the city centers and a rehabilitation center, a heavy
dose of entertainment, dining and entertainment to its mix your leisure and shopping destinations
driving frequency of visits and length of stay.

4|Page
1.2 STATEMENT OF PROBLEM

Our study focuses on consumer behavior decision making in terms of brand choice. There are
numerous numbers of brands available in shopping malls. All brands range in different price,
quality and design this gives the consumer a wide variety of choice, while choosing apparels.
There may be a need to analyze consumer behavior strategies of specific brands to obtain insight
into the success or failure of a brand. A consumer’s buying decision can be affected by the brand
image of that product. Brand choice plays an important role in the consumer decision making.

5|Page
1.3 OBJECTIVE

1. To investigate consumer decision making styles in shopping malls

2. To study variation in the consumer decision making style across different demographic
variables

1.4 SCOPE OF STUDY

1. This study enables us to understand the consumer decision making in shopping malls in a
much better way.

2. This study helps us to understand the various behavioral patterns of the consumers.

3. Our scope and focus is limited to South Mumbai. This study focuses on attributes such as
price, quality, over-choice, novelty consciousness, variety seeking and many other
extraneous factors can be taken into consideration including occupation, education, lifestyle,
society, ads, snob effect and sales/discounts.

6|Page
1.5 LIMITATIONS OF STUDY

1. Research was conducted in a limited area i.e. South Mumbai.

2. The internet information could be irrelevant.

3. The respondents were limited (sample size: 100) so cannot be treated as a whole population.

4. Respondent’s biasness is one of the major limitations of my desertification.

5. Our research is limited to shopping of garments.

7|Page
1.6 HYPOTHESIS

In this desertification the hypothesis is:

Null Hypothesis (Ho): Null hypothesis assumes that there is no association between the two
variables.

Alternative Hypothesis (H1): Alternative hypothesis assumes that there is an association between
the two variables.

1. Ho – There is no relationship between variety seeking and shopping behavior of

consumers.

H1 – There is a relationship between variety seeking and shopping behavior of

consumers.

2. Ho – There is no relationship between Income and preference of price over quality.

H1 – There is a relationship between Income and preference of price over quality.

3. Ho – There is no relationship between age and buying consciousness.

H1 – There is a relationship between age and buying consciousness.

4. Ho – There is no relation between gender and quality of product while purchasing

garments/ apparels.

H1- There is a relation between gender and quality of product while purchasing
garments/ apparels.

8|Page
 CHAPTER 2: REVIEW OF LITERATURE

9|Page
2.1 REVIEW OF LITERATURE
(1994)

A Factor analytic study of consumers’ location specific values: A traditional high street and a
modern shopping mall submitted by Paul M W Hackett, Gordon R Foxall in 1994. Issued in the
Journal of Marketing Management. Volume : 10, Issue: 10, Publisher: Westburn Publishers Ltd,
Pages: 163-178. ISSN: 0267257X

Abstract

Within the social sciences Factor Analysis is a widely used statistical technique. It is employed
in analyses to reveal possible multiple dimensions of similarities or dissimilarities between
variables (variance) within a data set. In the present paper the factor analysis procedure is first
detailed. This is followed by the reporting of a factor analysis procedure which was undertaken
in order to analyse responses to a questionnaire viewing consumers' location specific shopping
values. The survey was conducted in the high street of Worcester city centre and in the modern
shopping mall at Merry Hill. Factor analysis showed respondents to structure their shopping
location values using different dimensions (different in the type and number of factors present)
between the two types of shopping location. In the high street four significant factors were
discovered: service quality, access and facilities, social aspects, choice and variety. However, in
the mall three significant factors were revealed: store variety, comfort and convenience, ancillary
convenience. The factor analytic approach is demonstrated as a tool for enabling a greater
understanding of consumer values within shopping locations. The differential factor structure to
responses between the two locations demonstrates that even when using similar research
instruments, in different locations situational factors may significantly affect consumers'
responses. ABSTRACT FROM AUTHOR Copyright of Journal of Marketing Management is
the property of Westburn Publishers Ltd and its content may not be copied or emailed to multiple
sites or posted to a listserv without the copyright holder's express written permission. However,
users may print, download, or email articles for individual use. This abstract may be abridged.
No warranty is given about the accuracy of the copy. Users should refer to the original published
version of the material for the full abstract. (Copyright applies to all Abstracts.)

10 | P a g e
(1995)

Understanding of consumer behavior as a prerequisite for environmental protection, submitted

by F Ölander, J Thøgersen. Issued in Journal of Consumer Policy in 1995, Volume 18, Issue: 4,
Pages: 345-385 ISSN: 03425843 DOI: 10.1007/BF01024160

Abstract

A number of the environmental problems threatening our habitat are to a greater or lesser extent
caused by present consumer lifestyles. More sustainable lifestyles cannot be obtained without
marked changes in consumer attitudes and consumer behavior. To arrive at a synthesis of what is
known, and of what needs to be known, about the determinants of consumer behavior with an
environmental impact, a frame of reference employing three main classes of variables is used:
motivation, ability, and opportunity. Apart from surveying the research of others, illustrations are
given from studies carried out by the group of researchers at the Aarhus School of Business to
which the authors belong; this research has been mainly concerned with waste handling and
recycling. In addition, various strategies for changing consumer behavior in an environment-
friendly direction are considered. Information, moral arguments, and economic incentives are
discussed as instruments for change. In setting goals for change strategies, broad goals such as
heightened psychic and communicative activity in matters of environmental concern ought to be
considered as an alternative to the elicitation of very specific behaviors.

11 | P a g e
(1996)

Consumer Reactions to Electronic Shopping on the world Wide Web submitted by S L

Jarvenpaa. Issued in The International Journal of Electronic Commerce 1996, Volume: 1, Issue:
2 Publisher M .E. Sharpe, Pages: 59-88 ISSN: 10864415

Abstract

Much fascination and speculation surrounds the impact of the World Wide Web on consumer
shopping behavior. At the same time, there is little empirical evidence underlying all this
speculation. This article reports on factors that consumers found salient as they browsed through
selected electronic malls on the Web. We gathered consumers' reactions via an open-ended
survey. We related the reactions to the factors of product perceptions, shopping experience,
customer service and perceived consumer risk. With respect to product perceptions, consumers
were impressed by the breadth of stores on the Web but disappointed with the depth of a
merchant's offerings. The shopping experience was generally enjoyable, but at the same time
frustrating. Consumers could perceive the potential for time savings and reduced effort compared
with traditional forms of shopping, but, at present, goal-directed shopping was difficult. Nearly
everyone in the sample had something negative to say about customer service on the Web,
judging that the sites were not designed to be responsive to their needs and that the presentation
of goods and services seemed intangible. Risk was cited as a barrier to shopping on the Web, but
was not as salient to our sample as product perceptions, shopping experience and customer
service. Overall, the results suggest that Web merchants need to think more about how they
perform on the factors known to affect consumer behavior. We offer advice for enhancing the
design of Web retail sites

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(1997)

The Company and the Product: Corporate Associations and Consumer Product Responses
submitted by T J Brown, P A Dacin in the Journal of Marketing `1997, Volume: 61, Issue: 1,
Publisher: American Marketing Association, Pages: 68-84 , ISSN : 00222429 , DOI :
10.2307/1252190.

Abstract

Although brand theorists suggest that what a person knows about a company (i.e., corporate
associations) can influence perceptions of the company's products, little systematic research on
these effects exists. The authors examine the effects of two general types of corporate
associations on product responses: One focuses on the company's capabilities for producing
products, that is, corporate ability (CA) associations, and the other focuses on the company's
perceived social responsibility, that is, corporate social responsibility (CSR) associations. The
results of three studies, including one that measures respondents' CA and CSR associations for
well- known companies and one that uses consumers recruited in a shopping mall, demonstrate
that (1) what consumers know about a company can influence their beliefs about and attitudes
toward new products manufactured by that company, (2) CA and CSR associations may have
different effects on consumer responses to products, and (3) products of companies with negative
associations are not always destined to receive negative responses. The authors conclude by
discussing the implications of these findings for marketing managers and further research.

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(1998)

Shopping mall customer values: the national mall shopper and the list of values
Submitted by William R. Swinyard in the Institute for Retail Management JULY 2 1998,
480 N. Eldon Tanner Building, Brigham Young University, Provo, UT 84602, USA.

Abstract

In a national US study of heads of households, shopping mall behaviors and values are
examined. Three-fourths of respondents reported visiting at least one shopping mall during a 2
month period. Among mall customers, during this 2 month period the average number of mall
visits was 4.69, resulting in 5.35 purchases averaging $60.00 each. The study focuses on the
values of mall shoppers, using the List of Values (LOV). It is hypothesized and found that
frequent mall shoppers have higher needs than others for ‘sense of belonging’, ‘warm
relationships’, and ‘security’. Their needs are also higher for ‘excitement’. It is hypothesized that
needs for ‘self-fulfillment’, ‘self-respect’, and a ‘sense of accomplishment’ are negatively related
to mall-visit-frequency; a result partially supported by the data.

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(1999)

An exploratory study of grocery shopping stressors submitted by Russell Aylott in British Food
Journal 1999 ,Volume: 26, Issue: 9, Pages: 683-700, ISSN:0007070X, DOI:
10.1108/00070709910288883.

Abstract

The decline in overall US retail sales and an increase in shopping by computer, television, mail
and telephone during the late 1980s and early 1990s, is an indication of Americans' tiredness of
retail shopping hassles, such as fear of crime, parking problems and having to haul shopping
around (Morgenson, 1993). William Tobin, President of PC Flowers, is quoted as saying "If
people are convinced they can buy a trusted product, at a competitive price with a guarantee,
there's no reason to spend the hour or two in that mall" (Morgenson, 1993). Fram and Axelrod
(1990) report that consumers want to reduce the amount of time spent shopping. In addition, half
of the primary shoppers in dual-earner families and 35 per cent of those in single-earner families
felt that shopping adds stress to their lives. Moreover, the increase in working women has
changed shopping from a social pleasure to a more functional chore. Lavin (1993) found that
women's employment status is related to both spouses' feelings of pressure on time, but is not
related to preferences for non-store shopping alternatives for either spouse.Furthermore, time
pressure in UK and US households is projected to increase as a consequence of economic and
demographic changes such as fall in real wages, increasing working hours and more women
working outside the home (Kelly, 1994).

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(2000)

The hierarchical influence of personal values on mall shopping attitude and behavior submitted
by Soyeon Shim* and Mary Ann Eastlick , University of Arizona, USA , January 2000.

Abstract
The primary objective of this study was to employ a value-attitude-behavior model in order to
investigate the role personal values play in the patronage of regional shopping malls. A
secondary objective was to examine whether one's ethnic group membership and ethnic
identification serve as important factors that influence personal values as well as attitudes and
patronage behavior in the context of regional shopping malls. The sample of regional mall
shoppers consisted of white and Hispanic consumers residing in ten metropolitan cities of the
southwest. Structural equation modeling indicated that both self-actualizing and social affiliation
personal values were positively related to a favorable attitude toward regional shopping malls,
and that the social affiliation value played a greater role in influencing attitude than did the self-
actualizing value. Individual attitudes toward shopping malls, in turn, were a direct predictor of
mall shopping behavior and mediated the relationship between personal values and attitudes. The
findings indicate that, independent of ethnic group membership, both self-actualizing and social
affiliation values can be used effectively to position regional malls in such a way as to reinforce
these views and to provide a strong means for shoppers to satisfy these needs.

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(2001)

Shopping Malls, Consumer Culture and the Reshaping of Public Space in Egypt submitted by M
Abaza in culture and society 2001, Volume: 18, Issue: 5, Pages: 97-122, ISSN 02632764,

Abstract

Egypt witnessed in the last decade, as in many Southeast Asian mega-cities, the reshaping of
public space through the creation of new shopping malls and recreation places. This went hand in
hand with the `gentrification' of certain areas of the city of Cairo, which is continuing at the
expense of pushing away the poor. The 1980s and 1990s also witnessed increasing prosperity
among certain classes and the appropriation of new consumer lifestyles. This article attempts to
look at the variations of shopping malls in Cairo and the new phenomenon of hybridization of
tastes. One can observe the creation of `chic' shopping malls functioning parallel to popular and
working-class malls which are frequented by different classes, depending on the various districts
of Cairo. These newly created public spaces are gendered. The malls provide new outlets for
deprived youth to experience mingling and flirting, in other words, these spaces offer new forms
of `mixity' between sexes. A glimpse at the `grands magasins' is brought up in relation to the
history of consumerism in Egypt. This article also analyses the government's official discourse
which alienates those living in unplanned and scattered construction as `violent' and unruly and
relates it to the new remaking of the town of Cairo.

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(2002)

Profiling later aged female teens: mall shopping behavior and clothing choice submitted by
Susan Lee Taylor and Robert M. Consenza in Journal of Consumer Marketing, Vol. 19 Iss: 5,
pp.393 – 408 DOI: 10.1108/0736760210437623

Abstract:

Retailers agree that segmenting and developing an understanding of target segments are
important inputs to differentiating products and enhancing shopping propensity. Most
shopping behavior and choice profiling tends to generalize rather than develop useful segment
information. Thus, most results are not useful for targeting and positioning. A survey was
conducted to examine shopping choice behavior of a very important and economically viable
segment of this teen market called the “later aged female teen”. It was found that a typical later
aged female teen was born to shop. Making the right choice, especially for her clothing, is
important both from a social affiliation and a social influence position. This group felt brand
(fit, look, and style) to be the most important attribute to consider in apparel choice and later
aged female teens wanted excitement in their shopping venue. Shopping was important and
there were risks associated with an incorrect choice of their clothing. Finally, the desire to stay
and shop at the local mall seemed to be a function of the mall composition and excitement.

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(2003)
Andrew G. Parsons, (2003) "Assessing the effectiveness of shopping mall promotions: customer
analysis", Andrew G. Parsons, (2003) International Journal of Retail & Distribution
Management, Vol. 31 Issue: 2, pp.74 – 79 DOI: 10.1109/09590990310461976
Abstract:

Common promotional activities employed by shopping mall marketers were ranked by a

sample of customers on their likelihood of encouraging increases in the two key performance
indicators used by shopping malls – sales and visits. Results suggest clear distinctions between
sales drivers and visit drivers and show possible combinations that would be effective in
generating optimum customer behavior. Some traditional promotions (fashion shows and
product displays) are shown to be poor performers in generating either response, whilst
school/community displays appear to be encouraging non-customer visits. Whilst mall-wide
sales are the preferred promotion, a combination of general entertainment and price-based
promotions are found to be a strong alternative way to encourage visits and spending. Actual
sales, visits, and promotional types for a three-month period were analyzed to assess the degree
to which customers’ behavior matched stated behavior likelihood, with supportive results.

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(2004)

Segmentation in Markov chain consumer behavior models submitted by J Ho, L C Thomas, T A

Pomrey, W T Scherer Published by Oxford University Press, Pages: 295-307

Abstract

Contents A: Historical development of credit and behavioral scoring R W Johnson: Legal, social
and economic issues in implementing scoring in the US R Eisenbeis: Problems in applying
discriminate analysis in credit scoring models M A Hopper and E M Lewis: Behavior scoring
and adaptive control systems B: Objectives and measures in credit scoring A D Wilkie: Measures
for comparing scoring systems G Wilkinson and J Tingay: The use of affordability data - does it
add real value? R L Keeney and R M Oliver: Improving lender offers using consumer
preferences C: Practical implementation of scoring systems A Lucas: Updating scorecards:
Removing the mystique R M Oliver and E Wells: Efficient frontier cut-off policies in credit
portfolios D: Features of scoring D J Hand and W E Henley: Can reject inference ever work? G
A Overstreet Jr, E L Bradley, and R S Kemp Jr: The flat-maximum effect and generic linear
scoring models: a test J N Crook, L C Thomas, and R Hamilton: The degradation of the
scorecard over the business cycle G Bennett, G Platts, and J Crossley: Inferring the inferred E:
Other applications of scoring in credit risk K J Leonard: Detecting credit card fraud using expert
systems G Platts and I Howe: A single European scorecard A Lucas and J Powell: Small sample
scoring F: Alternative approaches to scoring systems B Narain: Survival analysis and the credit
granting decision P Sewart and J Whittaker: Graphical models in credit scoring M B Yobas, J N
Crook, and P Ross: Credit scoring using neural and evolutionary techniques J Ho, L C Thomas,
T A Pomrey, and W T Scherer: Segmenting in Markov chain consumer credit behavior models

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(2005)

Environment, information and consumer behavior submitted by Signe Krarup, Clifford S Russell
published by Edward Elgar Publishing, Page: 299 ISBN: 184542011X

Abstract

Over the past decade there has been growing interest in the role of information in the promotion
of environmentally friendly behavior. This book examines how and why the provision of such
information can affect individual decisions concerning buying or consuming a product or valuing
a policy. The information can take the form of a product label or a statement in a survey
questionnaire, and the decision can be what product to buy, what food to eat or how to answer a
contingent valuation question.

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(2006)

Human Behavior by Otro Published by Netherlands Environmental Assessment Agency, Pages:

1-28

Abstract

This paper is aimed at providing a perspective on how human behavior can be formalized in
environmental models. First of all, an argument is provided why multi- agent simulation is the
appropriate tool to study behavioral dynamics. Next it is being argued that a generic model of
human behavior is needed, because environmental relevant behavior is not a specific category of
behavior. Such a generic model would include human needs and decision making as elementary
parts. Because the practical use of models including human behavior is by en large determined
by the possibility to conduct policy experiments, the formalization of rules is being structured
along the dimensions of product, price, place and promotion, these elements constituting the
basic marketing strategies to influence behavior. The paper concludes with a discussion on
validation and prediction of model outcomes, and a number of issues to be addressed in the
development of applicable models

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 (2007)

Zafar U. Ahmed, Morry Ghingold, Zainurin Dahari, (2007) "Malaysian shopping mall
behavior: an exploratory study", Asia Pacific Journal of Marketing and Logistics, Vol. 19 Iss:
4, pp.331 – 348

Abstract:

Purpose – The ascendancy of the shopping mall as a significant shopping, social interaction
and/or entertainment destination has had a major impact on retail strategies and the retail
landscape in numerous countries, especially the USA. Shopping malls are not nearly as well
established in developing and newly industrialized countries, however. Hence, the purpose of
this paper is to assess international consumer behavior in regards to shopping malls in a non-
Western country, specifically, Malaysia.

Design/methodology/approach – A survey of Malaysian university students was conducted to

assess the mall-directed shopping habits and shopping orientations of young adults in that
country. A total of 132 usable surveys were obtained from five university campuses in the
Klang Valley region of Malaysia, a region with a numerous institutions of higher learning.

Findings – Malaysian students were motivated to visit malls primarily by the interior design
of the mall; products that interested them; opportunities for socializing with friends; and
convenient one-stop shopping. Further analysis showed that younger respondents have more
favorable dispositions or shopping orientations towards malls than somewhat older
respondents. Post-secondary students in the Klang Valley of Malaysia were frequent and
long-staying visitors to shopping malls, typically visiting six stores per 2.5?h mall visit. And,
more than one-third of respondents visited three or more different shopping malls during the
previous 30 days. Generally, the observed Malaysian shopping behavior was similar to that
observed of Western shoppers in prior shopping studies.

Research limitations/implications – The sampling frame for this research was limited to
students in the Klang Valley regions in Malaysia. Study findings, although interesting, are
clearly not generalizable to all populations of non-Western consumers or even all Malaysian
consumers. The non-probabilistic convenience sampling methods used in this research due to
time and resource constraints may have lead to biases in selection of respondents. It is
recommended that future research utilize random sampling methods to ensure the
generalizability of results. Future research should also consider a broader demographic profile
(not just students) representing multiple geographical locations in Malaysia as well as other
countries in the Asia-pacific region given that consumers' shopping-related perceptions and
expectations are likely to differ across countries or cultures throughout the world.

Originality/value – The data indicated the primacy of certain shopping motives over others in
explaining why respondents visited shopping malls. The results of our study have several

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 implications that should be of benefit to the retailing industry, and mall management,
specifically.

(2008)

Objects of Desire: Consumer Behavior in Shopping Centre Choices submitted by C Dennis,

published by Palgrave Macmillan, 2008

Abstract

What determines where people shop? Why would people visit one shopping centre rather than
another? These questions are important to developers, backers, planners and Government. In
addition, there is a need to understand shopping as a fundamental feature of modern society.
Attributes such as transport links, parking and choice of major stores are well known as
determinants of shopping centre success - but some centers are only 50% let twelve months after
opening. This paper is based on an empirical investigation, carried out over a three-year period,
of four UK shopping centers, ranging in size from a large out-of town regional centre to a small
in-town sub-regional centre. Further data are added from a related study, the total number of
respondents at all six centers being 287. Other researchers have used questionnaire surveys based
on the respondents perceptions of the importance or ratings of attributes of shopping centers.
Another approach is the attempt to measure the distinctiveness of attributes. This study combines
importance, rating and distinctiveness. A further innovation is to weight attributes according to
the degree of association with shoppers' spending. A methodology is thus proposed for
identifying the most critical attributes. Some differences have been observed between shopper
groups such as male/female or type of transport, and these differences can be used in planning a
shopping centre marketing strategy. Many of the critical attributes are not consistent between
centres and the results indicate ways in which each centre might have scope for improvement.

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(2009)

Enhancing Consumer empowerment submitted by L T Wright, A Newman, C Dennis in the

European Journal of Marketing 2009 Volume: 40, Issue: 9, Publisher: Emerald Group Publishing
Limited, Pages: 925-935 DOI: 10.1108/03090560610680934

Abstract

Purpose much of the literature on consumer empowerment focuses on consumers efforts to

regain control of their consumption processes from suppliers. The purpose is to argue that many
suppliers achieve success by trying hard to empower consumers. The mechanism by which this
takes place consists of researching and providing what consumers want. Consumers feel
empowered when they are able to enjoy the consumption process. This is of particular note in
shopping, which is not simply obtaining products but also experience and enjoyment.
Design/methodology/approach Research is examined into the links between firms efforts to
understand what consumers want, atmospheric stimuli, emotions and buying behaviour. Findings
The paper finds that successful firms try hard to understand what consumers want and to
improve consumer satisfaction and empowerment by providing pleasant marketing environments
and apt, relevant information. Research limitations/implications The approach is based on prior
literature. The paper examines marketing to consumers in company locations, e.g. stores, malls,
restaurants and banks to examine specific evidence of the effects of atmospheric stimuli such as
aroma, music and video screen media. Practical implications The paper contends that firms can
and do become successful in a competitive arena by providing pleasant environments and
information that people want. Originality/value The paper shows how consumer empowerment is
an important concept. This paper contributes since there is a dearth of writings specifically about
consumer empowerment in the marketing literature. Far from the popular view of consumers
being manipulated by firms, successful firms try hard to and succeed in empowering consumers
in their marketing activities.

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(2010)

Coexistence and Conflicts between Shopping Malls and Street Markets in Growing
Submitted by Rajagopal, Working Paper MKT-03-2010

Abstract

Street markets in developing countries constitute an integral part of the local economy as
well as exhibit ethnic image of the habitat, which continues to function also in growing
cities. The shopping malls have intercepted the traditional marketplace culture and are
instrumental in shifting the consumer behavior in urban areas. This article discusses how
consumers' decision-making styles shift towards shopping at malls as well as street
markets in Mexico City. Based on exploratory data and using a theoretical model of
consumer-decision making styles, this study addresses the causes and effects of coexistence
of shopping malls and street markets. The results show that there are various
economic and marketplace ambience related factors that affect the consumer decisiontowards
shopping. The article concludes with specific suggestions for reducing conflicts
and increasing cohesiveness towards the shopping behavior between shopping malls and
street markets, and advancing strategic retailing strategies to establish the co-existence of
contemporary and conventional market systems.

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 CHAPTER 3: RESEARCH METHODOLOGY

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3.1 RESEARCH DESIGN:
Research is a systematic application of investigative tools to an issue, problem, or phenomenon
the purpose of which is to develop valid and reliable information that will lead to a better
understanding of the research target.

Questions concerning the definition of research persist because interaction among the varied
objectives of research studies on one hand and on the other hand bias, ignorance or both on the
part of the consumers of research finding.

28 | P a g e
3.2 RESEARCH INSTRUMENT
The research instrument is the survey conducted through circulation of the questionnaire. To get
at the heart of what is driving consumer’s behavior, attitude research has been used to answer a
wide range of structured questions, consisting of closed end questions. In our Statistical analysis
we have used the Likert scale. A typical scale might be strongly agree, agree, neither agree nor
disagree, disagree and strongly disagree. We have also used dichotomous scale which means
Divided or dividing into two parts or classifications i.e. yes or no.

29 | P a g e
3.3 SOURCES OF DATA
This research consists of primary and secondary research sources.

PRIMARY DATA :

Interaction with customers by filling up of questionnaire.

SECONDARY DATA :

In the second data we obtained information from Books, Internet, Articles, Magazines and
Newspapers.

30 | P a g e
3.4 SAMPLING PLAN

Sample size: 100

Sample unit: South Mumbai

Sampling method: Simple random sampling

Constraints: Time, Number of respondents, Location.

Survey: Questionnaire

Statistical tools used: Chi – Square Method

31 | P a g e
 CHAPTER 4: DATA INTERPRETATION AND
GRAPHS

32 | P a g e
4.1DATA INTERPRETATION

Hypothesis:
Ho: There is no relationship between income and preference of price over quality.

H1: There is a relationship between income and preference of price over quality.

Questions used:

When buying a product would you consider price over quality?

Demographic factor:

Income

Technique used:

Chi – Square Method

Contingency Table 1:

STRONGLY AGREE NEITHER DISAGREE STRONGLY TOTAL

AGREE DISAGREE
0 – 10,000 7 8 25 11 6 57
10,001 – 2 9 6 5 2 24
30,000
30,001 - 7 2 4 5 1 19
ABOVE
TOTAL 16 19 35 21 9 100

33 | P a g e
Table 1.2

Observation O E ( O – E )2/ E
Strongly agree – 0 7 9.12 0.492
-10000
Agree – 0 -10000 8 10.83 0.74
Neither – 0 -10000 25 19.95 1.28
Disagree – 0 -10000 11 11.97 0.08
Strongly disagree – 0 6 5.3 0.15
-10000
Strongly agree - 2 3.84 0.88
10001-30000
Agree - 10001-30000 9 4.56 4.32
Neither- 10001-30000 6 8.4 0.69
Disagree- 10001- 5 5.04 0.0003
30000
Strongly disagree - 2 2.16 0.01
10001-30000
Strongly agree - 7 3.04 5.16
30001 and above
Agree - 30001 and 2 3.69 0.72
above
Neither - 30001 and 4 6.65 1.06
above
Disagree - 30001 and 5 3.99 0.26
above
Strongly disagree - 1 1.71 0.29
30001 and above
TOTAL 16.14

X2CALCULATED = 16.14

X2 CRITICAL at 5% level of significance and 8 degrees of freedom = 15.51

Therefore, reject Ho.

Hence, there is a relationship between income and preference of price over quality.

34 | P a g e
Hypothesis:
Ho: There is no relationship between age and buying consciousness.

H1: There is a relationship between age and buying consciousness.

Questions used:

You are brand conscious?

Demographic factor:

Age

Technique used:

Chi – Square Method

Contingency Table 2:

Yes No Total
Below 20 34 21 55
21 – 40 21 16 34
41 and above 4 4 8
Total 59 41 100

35 | P a g e
Table 2.1:

Observation O E (O - E)2/E
Below 20 – yes 34 32.45 0.07
Below 20 – no 21 22.55 0.11
21 – 40 – yes 21 21.83 0.03
21 – 40 – no 16 15.17 0.05
41 and above – yes 4 4.72 0.11
41 and above – no 4 3.28 0.16
Total 0.53

Conclusion:

X2 CALCULATED = 0.53

X2 CRITICAL at 5% level of significance and 2 degrees of freedom = 5.99

Therefore, accept Ho.

Hence, there is a no relationship between age and buying conscious.

36 | P a g e
Hypothesis:
Ho: There is no relationship between gender and quality of product while purchasing garments/
apparels.

H1: There is a relationship between gender and quality of product while purchasing garments/
apparels.

Questions used:

Do you keep quality in mind while purchasing apparels?

Demographic factor:

Gender

Technique used:

Chi – Square Method

Contingency Table 3:

Yes No Total
Male 54 3 57
Female 41 2 43
Total 95 5 100

Table 3.1:

Observation O E (O - E)2/E
Male – yes 54 54.15 0.0004
Male – no 3 2.85 0.007
Female – yes 41 40.85 0.0006
Female – no 2 2.15 0.01
Total 0.018

37 | P a g e
Conclusion:

X2 CALCULATED = 0.018

X2 CRITICAL at 5% level of significance and 1 degrees of freedom = 3.84

Therefore, accept Ho.

Hence, there is a no relationship between gender and quality of product while purchasing
garments/ apparels.

38 | P a g e
Hypothesis:
Ho: There is no relationship between variety seeking and shopping behavior.

H1: There is a relationship between variety seeking and shopping behavior.

Questions used:

- What would you prefer when it comes to apparel shopping?

- You would like to go to shopping malls which have variety of brands?

Technique used:

Chi – Square Method

Contingency Table 4:

Yes No Total
Mall 27 7 34
Brand outlets 47 0 47
Roadside Vendors 7 1 8
Middle level Retailers 4 1 5
Discounted outlets 5 1 6
Total 90 10 100

39 | P a g e
Table 4.1:

Observation O E (O - E)2/E
Mall –Yes 27 30.6 0.423
Mall – No 7 3.4 3.811
Brand Outlets – Yes 47 42.3 0.522
Brand Outlets – No 0 4.7 4.7
Road side Vendor – 7 7.2 0.005
Yes
Road side Vendor – 1 0.8 0.05
NO
Middle level retailers 4 4.5 0.055
– yes
Middle level retailers 1 0.5 0.5
– No
Discounted outlets – 5 5.4 0.0296
Yes
Discounted outlets – 1 0.6 0.266
No
Total 10.74

Conclusion:

X2 CALCULATED = 10.74

X2 CRITICAL at 5% level of significance and 4 degrees of freedom = 9.49

Therefore, Reject Ho.

Hence, there is a relationship between variety seeking and shopping behaviour.

40 | P a g e
GRAPHS

Q1) Rank the following shopping malls as per your preference. ( 1 being the highest and 5 being
the lowest).

A) Phoenix Mills

Graph 1.1

80

70

60

50
Rank 1
Rank 2
40
74 Rank 3
Rank 4
30 Rank 5

20

10
15
7
0 2 2
Phoniex Mils

Interpretation:

From the above graph we can interpret that 74% of the people have ranked Phoenix Mills to be
the first preferred shopping mall, 15% have ranked it second, 7% have ranked it third and 2% of
the people have ranked it fourth as well as fifth.

41 | P a g e
 B) City Center

Graph 1.2

50

45

40

35

30
Rank 1
25 Rank 2
47
Rank 3
20 Rank 4
15 Rank 5
26
10
13
5 10
4
0
City Center

Interpretation:

From the above graph we can interpret that 4% of the people have ranked City Center to be the
first preferred shopping mall, 13% have ranked it second, 10% have ranked it third and 26% of
the people have ranked it fourth and 47% have ranked it fifth.

42 | P a g e
 C) Atria

Graph1.3

60

50

40

Rank 1
30 Rank 2
51 Rank 3
Rank 4
20
Rank 5

10 20
13
10
6
0
Atria

Interpretation:

From the above graph we can interpret that 13% of the respondents have ranked Atria to be the
first preferred shopping mall, 51% have ranked it second, 20% have ranked it third ,10% have
ranked it fourth and 6% have ranked it fifth.

43 | P a g e
 D) Sobo central

Graph 1.4

45

40

35

30
Rank 1
25
Rank 2
42 Rank 3
20
Rank 4
Rank 5
15 29

10
14
5 10
5
0
Sobo Central

Interpretation:

From the above graph we can interpret that 5% of the respondents have ranked Sobo Central to be the
first preferred shopping mall, 14% have ranked it second, 42% have ranked it third, 29% have ranked it
fourth and 10% have ranked it to fifth.

E) Crossroads 2

44 | P a g e
 Graph 1.5

35

30

25

20 Rank 1
Rank 2
32 Rank 3
15 30 31
Rank 4
Rank 5
10

5
7

0
Crossroads 2

Interpretation:

From the above graph we can interpret that 0% of the respondents have ranked Sobo Central to
be the first preferred shopping mall, 7% have ranked it second, 30% have ranked it to be third,
31% have ranked it to be fourth and 32% have ranked it to be fifth.

Q 2) You are a shopaholic.

45 | P a g e
Graph 2

42

YES
NO

58

Interpretation :

From the above graph we can interpret that 58% said yes to being a shopaholic and 42% said no.

Q3) What would you prefer when it comes to apparel shopping? (Rank the following on a scale
of 1 -5, 1 being the highest and 5 being the lowest)

A) Mall

46 | P a g e
 Graph 3.1

45

40

35

30
Rank 1
25
Rank 2
Rank 3
20 40
37 Rank 4
Rank 5
15

10

5 8 8 7
0
Mall

Interpretation:

From the above graph we can interpret that 37% of the respondents have ranked Shopping Malls
first when it comes to apparel shopping , 40% have ranked it second, 8% have ranked it to be
third as well as fourth and 7% have ranked it to be fifth.

B) Brand Outlets

47 | P a g e
 Graph 3.2

50

45

40

35

30 Rank 1
Rank 2
25
Rank 3
44
20 Rank 4
Rank 5
15 28
10
14
5 9
5
0
Brand Outlets

Interpretation:

From the above graph we can interpret that 44% of the respondents have ranked Brand Outlets
first when it comes to apparel shopping, 28% have ranked it second, 14% have ranked it third,
5% have ranked it fourth and 9% have ranked it fifth.

C) Roadside Vendor

48 | P a g e
 Graph 3.3

50

45

40

35

30 Rank 1
Rank 2
25
47 Rank 3
20 Rank 4
Rank 5
15

10
17 17
5 11
8
0
Roadside Vendors

Interpretation:

From the above graph we can interpret that 8% of the respondents have ranked Roadside vendors
first when it comes to apparel shopping, 11% have ranked it second, 17% have ranked it third as
well as fourth and 47% have ranked it fifth.

D) Middle level Retailers/ Wholesalers

49 | P a g e
 Graph 3.4

40

35

30

25
Rank 1
Rank 2
20
Rank 3`
36 35 Rank 4
15 Rank 5

10
15
5 10
4
0
Middle level retailers/ Wholesalers

Interpretation:

From the above graph we can interpret that 4% of the respondents have ranked Middle level
Retailers/ Wholesalers as first when it comes to apparel shopping, 10% have ranked it second,
36% have ranked it third, 35% have ranked it fourth and 15% have ranked it fifth.

E) Discounted Outlets

50 | P a g e
 Graph 3.5

35

30

25

20 Rank 1
Rank 2
33 Rank 3
15 Rank 4
27
Rank 5
10 20
14
5
6
0
Discounted Outlets

Interpretation:

From the above graph we can interpret that 6% of the respondents have ranked Discounted
Outlets first when it comes to apparel shopping, 14% have ranked it second, 27% have ranked it
third, 33% have ranked it fourth and 20% have ranked it fifth.

51 | P a g e
Q4) You are brand conscious

Graph 4

70

60

50

40
Yes
30 No
59

20 41

10

0
1

Interpretation:

From the above graph we can interpret that 59% of the respondents are brand conscious while
41% are not.

52 | P a g e
Q 5) When buying a product would you consider price over quality ?

Graph 5

STRONGLY DISAGREE 9

DISAGREE 21

NEITHER AGREE NOR DISAGREE 35

AGREE 19

STRONGLY AGREE 16

0 5 10 15 20 25 30 35

Interpretation :

From the above graph, we can interpret that 35% of the people neither agree nor disagree when it
comes to considering price over quality , but 19% have agreed , 16% have strongly agreed
although 21% have disagreed and 9% have strongly disagreed.

Q6) Is price an indicator of quality?

53 | P a g e
Graph 6

STRONGLY DISAGREE 6

DISAGREE 16

NEITHER AGREE NOR DISAGREE 22

AGREE 42

STRONGLY AGREE 14

0 5 10 15 20 25 30 35 40 45

Interpretation:

From the above graph we can interpret that 42% respondents agree that price is an indicator of
quality while 22% neither agree nor disagree, 16% disagree, 14% strongly agree and 6% strongly
disagree.

Q7) What factor affects your purchasing decision?

54 | P a g e
Price

Graph 7.1

30

25

20
Rank 1
Rank 2
Rank 3
15
Rank 4
27
Rank 5
22 Rank 6
10 19 18 Rank 7

5
8
3 3
0
Price

Interpretation:

In the above graph we can interpret that 27% of respondents have ranked price to be the first
factor affecting their purchasing decision. 19% have ranked it second, 18% have ranked it t third,
22% have ranked it to be fourth, 8 % have ranked it to be fifth and 3% have ranked it as sixth as
well as seventh.

Brand name

55 | P a g e
Graph 7.2

30

25

20
Rank 1
Rank 2
Rank 3
15
Rank 4
24 24 Rank 5
Rank 6
10
17 Rank 7
13 12
5
5 5
0
Brand name

Interpretation:

In the above graph we can interpret that 17% of our respondent has ranked brand name to be the
first factor affecting their purchasing decision. 24% have ranked it second as well as third, 13%
have ranked it fourth, 5 % have ranked it fifth as well as sixth and 12% have ranked it seventh.

Quality

56 | P a g e
Graph 7.3

40

35

30

25 Rank 1
Rank 2
Rank 3
20
37 Rank 4
Rank 5
15 Rank 6
25 Rank 7
10 20

5
6 6
3 3
0
Quality

Interpretation:

In the above graph we can interpret that 37% of our respondents have ranked Quality to be the
first factor affecting their purchasing decision. 25% have ranked it second, 20% have ranked it
third, 6 % have ranked it fourth, 3% have ranked it fifth, 6% have ranked it sixth and 3% have
ranked it seventh.

Fashion

57 | P a g e
Graph 7.4

25

20

Rank 1
15 Rank 2
Rank 3
23 Rank 4
10 Rank 5
17 18 Rank 6
16 15 Rank 7

5
8

3
0
Fashion

Interpretation:

In the above graph we can interpret that 16% of our respondents have ranked Fashion the first
factor affecting their purchasing decision. 17% have ranked it second, 18% have ranked it third,
23 % have ranked it to be fourth, 15% have ranked it fifth, 8% have ranked it sixth and 3% have
ranked it seventh.

Peer Pressure

58 | P a g e
Graph 7.5

45

40

35

30
Rank 1
Rank 2
25
Rank 3
41 Rank 4
20
Rank 5
Rank 6
15
Rank 7
10 21 21

5 9
3 4
0 1
Peer Pressure

Interpretation:

In the above graph we can interpret that 3% of our respondents have ranked Peer pressure the
first factor affecting their purchasing decision. 1% has ranked it second, 4% have ranked it third,
9 % have ranked it to be fourth, 21% have ranked it fifth as well as sixth and 41% have ranked it
seventh.

Discounts

59 | P a g e
Graph 7.6

30

25

20 Rank 1
Rank 2
15 Rank 3
Rank 4
24 23 Rank 5
10 Rank 6
16 16 Rank 7

5 10
8
3
0
Discounts

Interpretation:

In the above graph we can interpret that 3% of our respondents have ranked Discounts the first
factor affecting their purchasing decision. 8% have ranked it second, 16% have ranked it third, as
well as fourth, 24% have ranked it fifth, 23% have ranked it sixth and 10% have ranked it
seventh.

Advertisements

Graph 7.7
60 | P a g e
 35

30

25
Rank 1
20 Rank 2
Rank 3
33 Rank 4
15 Rank 5
24 Rank 6
22 Rank 7
10

5 11
6
4
0
Advertising

Interpretation:

In the above graph we can interpret that 0% of our respondents have ranked Advertising the first
factor affecting their purchasing decision. 6% have ranked it second, 4% have ranked it third, 11
% have ranked it to be fourth, 22% have ranked it fifth, 33% have ranked it sixth and 24% have
ranked it seventh.

Q8) Are you confused by over choice?

Graph 8

61 | P a g e
 44

YES
56 NO

Interpretation:

From the above graph we can interpret that 56% respondents said yes to being confused by over
choice while 44% said no.

Q 9) You are satisfied with the presence of international brands in shopping malls?

62 | P a g e
Graph 9

25

YES
NO

75

Interpretation:

From the above graph we can interpret that 75% respondents said yes to being satisfied with the
presence of international brands in shopping malls while 25% said no.

Q 10) You would like to go to shopping malls which have a variety of brands

63 | P a g e
Grraph 10

NO
10%

YES
90%

Interpretation :

From the graph given above we can interpret that 90% respondents said yes to going to shopping
malls which have a variety of brands while 10% said no.

Q11) What do you keep in mind while purchasing apparels?

64 | P a g e
Social Reasons

Graph 11.1
54

53

52

51

50

49
53 Yes
48 No
47

46
47
45

44
Social Reasons

Interpretation:

In the above graph, we can interpret that 47% of respondents purchase apparels according to the
Social Reasons while 53% do not.

Comfort

65 | P a g e
Graph 11.2

100

90

80

70

60

50 Yes
94
No
40

30

20

10
6
0
Comfort

Interpretation:

In the above graph, we can interpret that 94% of respondents purchase apparels according to the
Comfort while 6% do not.

Seasonal Needs

Graph 11.3

66 | P a g e
 80

70

60

50

40 Yes
72 No
30

20
28
10

0
Seasonal Needs

Interpretation :

In the above graph, we can interpret that 72% of respondents purchase apparels according to the
seasonal needs while 28% do not.

Quality

Graph 11.4

67 | P a g e
 100

90

80

70

60

50 Yes
95
No
40

30

20

10
5
0
Quality

Interpretation :

In the above graph, we can interpret that 95% of respondents purchase apparels according to the
quality while 5% do not.

Q12) When do you purchase clothes?

Graph 12

68 | P a g e
 14 15
9

FOR AN OCCASION
WARDROBE RUNS OUT OF
CLOTHES
23
YOU ARE BORED OF THE OLD
ONES
WHEN DISCOUNTS ARE OFFERED
MULTIPLE
39

Interpretation :

From the graph above we can interpret that 39% respondents said they purchase clothes when
they are bored of the old ones, while 23% purchased clothes when their wardrobe runs out of
clothes , 15% bought for an occasion, 14% chose multiple options(i.e they have selected more
than one option) and 9% opted to purchase when discounts are offered.

69 | P a g e
Q 13) If you were given rs. 1500, you would :

Graph 13

33

GO TO A MALL AND USE IT TO

BUY JUST ONE T-SHIRT
GO TO THE ROADSIDE VENDOR
AND BUY 4-5 T-SHIRTS

67

Interpretation :

From the above graph we can interpret that 67% said that if they were given Rs.1500 they would
go to a mall and buy just one t-shirt while 33% said they would go to the roadside vendor and
buy 4-5 t-shirts.

70 | P a g e
Q 14) Do you think shopping malls should come up with cheaper clothes like the ones you find at
causeway or hill road ?

Graph 14

50 50
YES
NO

Interpretation :

From the above graph we can interpret that 50% respondents said yes to shopping malls coming
up with cheaper clothes like the ones you find at causeway or hill road and 50% said no to it.

71 | P a g e
Q 15) You get attracted by looking at the display on a mannequin ?

Graph 15

STRONGLY DISAGREE 2

DISAGREE 14

NEITHER AGREE NOR DISAGREE 33

AGREE 32

STRONGLY AGREE 19

0 5 10 15 20 25 30 35

Interpretation :

From the above graph, we can interpret that 33% neither agree nor disagree that they get
attracted by looking at a mannequin, while 32% agree, 19% strongly agree, 14% disagree and
2% strongly disagree.

72 | P a g e
 CHAPTER 5: FINDINGS AND SUGGESTIONS

73 | P a g e
5.1 FINDINGS:

According to our survey, we have found out that phoenix is the most preferred shopping mall
followed by Atria , then Sobo central , City Centre and then Crossroads 2. With the sample size
of 100 people, 58 % of people are shopaholic and % of people are brand conscious. According
to most individuals quality is essential followed by price and then the name of the brand and
fashion, advertising, peer pressure, discounts are followed in a descending order. When
considering price and quality, both the factors are equally important and it also shows that price
is a strong indicator of quality. In the recent years many international and Indian brands have
entered the market giving consumers a huge variety to choose from. This has led to confusion of
over choice amongst many people. According to our survey, the Indian consumers are satisfied
with the international brands and they prefer having a variety of brands and this is one of the
reasons why Phoenix Mills is the most preferred shopping mall. Quality, social reasons , comfort
and seasonal needs are all important factors when it comes to the buying behavior of Indian
consumers. Most of the Indian consumers prefer buying new clothes when they are bored of the
old ones or when they run out of clothes. Purchasing clothes during discounts or for an occasion
is relatively less. Since it has been proven that quality is an important factor for our sample size
of 100 people, most of them prefer going to a shopping mall when given Rs 1500 rather than
going to a road side vendor. 50% of our sample size is happy with the current price scenario in
shopping malls. The buying behavior is affected by many factors and one of them being the
display on mannequins. It doesn’t affect everyone but it does play an important role to bring a
consumer inside a shop to make a purchase.

74 | P a g e
5.2 SUGGESTIONS:

1) There should be an increase in the number of shopping malls in South Mumbai.

2) As variety of brands is preferred, more international brands should be introduced.

3) Brands should come up with more lucrative discounts and offers and advertise them
largely as this brings in all types of people without discrimination.

4) The first step of a sale is to attract the customer and thus all stores should have an
attractive display as it will have a positive impact on them.

5) In all shopping malls there are different price ranged brands and this should not get
altered.

6) The quality of apparels should not be compromised as it is a major factor affecting the
buying decision of the consumer.

7) The brands in the shopping malls should be updated with the new fashion trends to keep
their customers satisfied.

75 | P a g e
5.3 CONCLUSION:

The objectives of this study were to investigate the consumer decision making styles in shopping
malls and to study variations in the consumer decision making styles across different
demographic variables.

In this study we found only five decision-making styles in Indian environment. These
decision making styles are price consciousness, quality consciousness, confused by over choice,
novelty consciousness, and variety seeking. This study also focus on fashion consciousness and
brand consciousness.

In addition, this study shows that the average Indian shoppers in our sample was brand
conscious, and also quite price and quality conscious. Most Indian consumers are confused by
over choice, novelty conscious, and variety seekers.

76 | P a g e
 ANNEXURE

77 | P a g e
We the students of LALA LAJPATRAI COLLEGE OF COMMERCE AND
ECONOMICS studying in S.Y.B.M.S – C would request you to fill the
following questionnaire. This instrument will enable us to study the
CONSUMER DECISION MAKING STYLE IN SHOPPING MALLS
(FOCUS ON GARMENTS) – AN EMPIRICAL STUDY IN INDIAN
CONTEXT

NAME:

GENDER: MALE FEMALE

INCOME: 0 – 10000 10001- 30000 30001 AND ABOVE

AGE:

EDUCATION:

1. YOU ARE A SHOPAHOLIC

YES NO

2. WHAT WOULD YOU PREFER WHEN IT COMES TO APPAREL SHOPPING?

(rank the following on a scale of 1- 5, 1 being the highest and 5 being the lowest value)

A. MALL

B. BRAND OUTLETS

C. ROADSIDE VENDORS (CAUSEWAY, HILL ROAD)

D. MIDDLE LEVEL RETAILERS/WHOLESALERS

E. DISCOUNTED OUTLETS ( FACTORY OUTLETS)

3. YOU ARE BRAND CONSCIOUS

YES NO

4. WHEN BUYING A PRODUCT WOULD YOU CONSIDER PRICE OVER QUALITY?

78 | P a g e
 A. STRONGLY AGREE

B. AGREE

C. NEITHER AGREE NOR DISAGREE

D. DISAGREE

E. STRONGLY DISAGREE

5. IS PRICE AN INDICATOR OF QUALITY?

A. STRONGLY AGREE

B. AGREE

C. NEITHER AGREE NOR DISAGREE

D. DISAGREE

E. STRONGLY DISAGREE

6. WHAT FACTOR AFFECT YOUR PURCHASING DECISION?

(rank the following on the scale of 1 – 7, 1 being the highest and 7 being the lowest
value)

A. PRICE

B. BRAND NAME

C. QUALITY

D. FASHION

E. PEER GROUPS

F. DISCOUNTS

G. ADVERTISEMENTS

7. YOU ARE CONFUSED BY OVER CHOICE

A. STRONGLY AGREE

B. AGREE

79 | P a g e
 C. NEITHER AGREE NOR DISAGREE

D. DISAGREE

E. STRONGLY DISAGREE

8. YOU ARE SATISFIED WITH THE INTERNATIONAL BRANDS WHICH ARE

PROVIDED TO YOU IN SHOPPING MALLS

YES NO

9. YOU WOULD LIKE TO GO TO SHOPPING MALLS WHICH HAVE VARIETY OF

BRANDS

SELECTIVE VARIETY

10. WHAT DO YOU KEEP IN MIND WHILE PURCHASING APPARELS?

(rank the following on a scale one 1 – 4 , 1 being the highest and 4 being the lowest
value)

A. SOCIAL REASONS

B. COMFORT

C. SEASONAL NEEDS

D. QUALITY

11. YOU PURCHASE CLOTHES WHEN?

A. FOR AN OCCASION

B. WARDROBE RUNS OUT OF CLOTHES

C. YOU ARE BORED OF THE OLD ONES

D. WHEN DISCOUNTS ARE OFFERED

12. IF YOU WERE GIVEN RS 1500, YOU WOULD

80 | P a g e
 A. GO TO A MALL AND USE IT TO BUY JUST ONE T-SHIRT

B. GO TO THE ROAD SIDE VENDOR AND BUY 4 – 5 T-SHIRTS

13. DO YOU THINK SHOPPING MALLS SHOULD COME UP WITH CHEAPER

CLOTHES LIKE THE ONES YOU FIND AT CAUSEWAY OR HILL ROAD

YES NO

14. YOU GET ATTRACTED BY LOOKING AT THE DISPLAY ON THE MANNEQUIN

A. STRONGLY AGREE

B. AGREE

C. NEITHER AGREE NOR DISAGREE

D. DISAGREE

E. STRONGLY DISAGREE

15. RANK THE FOLLOWING SHOPPING MALLS AS PER YOU PREFERENCE

(1 being the highest and 5 being the lowest)

1 2 3 4 5

A. PHOENIX MILLS

B. CITY CENTER

C. ATRIA

D. SOBO CENTRAL

E. CROSSROADS 2

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BIBLOGRAPHY:
www.mendely.com

www.scribd.com

www.lightreading.com

www.wikipedia.com

Service Sector management by Love Luck and Bhattacharya

Indian journal of Marketing

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