Synopsis of Jayesh K

A study of consumer behavoiur in shopping mall with a special reference to Mumbai region - Synopsis
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“A STUDY OF CONSUMER BEHAVOIUR IN SHOPPING MALL

WITH A SPECIAL REFERENCE TO MUMBAI REGION”
1. INTRODUCTION:
India is one of the emerging markets in the global economy. Since

liberalization, the country has witnessed growth at unprecedented rate. With
reforms in almost all the sectors, the country has seen growth in infrastructure,
capital markets, banking, insurance, etc. This advancement has given rise to a
new sector in the country in the form of retail industry. With growth of
industry, the employment levels have increased and that has led to the increase
of disposable income of the common consumer.
Every decade calls upon company management to think freshly about its
objectives, strategies, and diplomacy. Rapid changes can easily make outdated
yesterday’s winning principles for conducting business.
What are new challenges? Managements are under pressure with

increased global competition, environment decline, infrastructure neglect, low
labour skills and host of other economic, political and social problems.
Yes, there are problems, but they are also opportunities. The globalize
market means that companies can count on a much larger market potential for
their goods and services, Environment decline presents countless opportunities
to companies that can create more effective means of cleaning up the
environment. Infrastructure neglect will provide huge opportunities for
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Research Scholar of Swami Ramanand Teerth Marathwada University, Nanaded
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companies in construction, transportation, communication industries. Low

labour skills will challenge educational and training companies to design more
effective programs for upgrading human skills.
The concept of exchange leads to the concept of a market. A market

consists of all the potential customers sharing a particular need or wants who
might be willing and able to engage in exchange to satisfy that need or want.
Market stood for the place where buyers and sellers gathered to exchange their
goods. The sellers and the buyers are connected by four flows. The sellers send
goods and services and communication to the market in return they receive
money and information.
Marketing is one of the challenges that are facing by today’s businesses.

Marketing is a social and managerial process by which individuals and group
obtain what they need and want through creating offering, and exchange
products of value with others.
Marketing thinking starts with the fact of human needs and wants. There
is no doubt that people’s need and wants are staggering. People satisfy their
need and want with goods and services i.e. product. A product is everything
that can be offered to satisfy a need or want. Manufacturers often make the
mistake of paying more concentration to their physical products than to the
services produced by these products. They see themselves as selling a product
rather than providing a solution to a need.
The gradual increase in GDP and the purchasing power of Indians

provides an excellent opportunity for organized retailing. The fast and furious
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pace of growth of the Indian economy is the driving force for Indian
consumerism. Projections by analysts suggest that India has the potential to be
labeled the fastest-growing economy and outpace the developed economies by
2050. India presents a significant market with its young population just
beginning to embrace significant lifestyle changes. The demographic and
economic facts widely quoted are undoubtedly impressive but in order to
assess the true nature of retail opportunities, we need to understand the deep
transformation that is occurring in Indian consumer behavior due to changing
lifestyles, rising aspirations and the emergence of a dynamic youth culture.
Against the backdrop of an accelerating modern retail revolution, India offers
to be an attractive destination for global corporations and leading retailers
seeking emerging markets overseas. Retailing in India is receiving global
recognition and attention and this emerging market is witnessing a significant
change in its growth and investment pattern. Some of the highlights of the
Indian Retail sector are: The Indian retail industry accounts for 10% of GDP
and 8% of employment.
 India is being touted as the next big retail destination with an average
three year compounded annual growth rate of 46.64%.
 The Indian economy is poised to take the third position in the world in
terms of Purchasing Power Parity.
 The Indian Retail Market is an Rs.1, 200,000 million markets as per the
Images India Retail Report 2007.
 Organized Retail market is zooming ahead with an annual growth rate of
30%.
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The Retail sector is vibrant with growth happening in all related areas -
be they malls, hypermarkets or single brand luxury stores, they have dotted the
commercial landscape of the metros, and have even percolated to the Tier II
and Tier III cities. It is not just the global players like Wal-Mart, TESCO and
Metro group are eying to capture a pie of this market but also the domestic
corporate behemoths like Reliance, KK Modi, Aditya Birla group, and Bharti
group too are at some stage of retail development. Reliance, announced that it
will invest $3.4 billion to become the country's largest modern retailer by
establishing a chain of 1,575 stores. Development of mega malls in India is
adding new dimensions to the booming retail sector. Shopping experience in
the nation of shopkeepers is changing and changing very fast. Malls are fast
becoming sought-after entertainment hotspots.
Food and Grocery retail holds the most potential, as almost 99% of it is
unorganised. A number of big players are entering the field of organised food
retail like Reliance, Aditya Birla Group and the Bharti Group, which has tied
up with the world’s largest retailer -WalMart. All these major players are
expected to show an annual growth rate of 25- 30%.
CONSUMER:
Simply speaking, consumer is a person who consumes or uses various

goods and services. Goods may include consumable goods (like wheat, salt,
sugar, fruits etc.) or durable consumer goods (like T.V., Refrigerator, Toaster,
etc). Services that we buy may include electric power, Transport,

Professional’s advices etc.
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“Anybody who chooses goods and services spends money to obtain

them and uses to satisfy his or her own needs.”
CONSUMER BEHAVIOUR:
Consumer behaviour is the study of human response to products and

services. It is important to understand “ Why” & “ How’s” of buyers behave so
manufacturer can do a better job of developing quality of product, charging
reasonable price, improvement in distributing product through various
channels, and promoting goods and services with various promotion measure
for the group of consumers.
The study of consumer behaviour has its roots in examining people for
the sake of understanding and going insight. Consumers are like finger prints,
no two consumers are same in their behaviour.
Consumers are shaped to some extent by the environment in which they
live they in term affect environment through their behaviour. The fundamental
goals of every business are to achieve full profit potential out of target
consumer with various needs and taste there are many similarities also among
them. Therefore
it becomes necessary to study target consumer wants, perception preferences
and buying behaviour.
The behaviour that consumer display in searching, purchasing
eliminating and disposing of goods and services which make them to essence
of study of consumer behaviour.
To study the changing pattern of consumer behaviour and penetration,

the result can get by doing survey so I decided to do survey on Mall.
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Consumer behaviour obviously refers to the behaviour of consumers in

deciding whether to buy or not to buy, whether to use or not to use, whether to
dispose off or not to dispose of the products, which satisfy their needs.
Consumer behaviour also refers to the use of scarce resource like time, money
and efforts on consumption items.
Consumer behaviour tries to answer the following question:
1. What products and services consumer buy?

2. What makes consumer to buy?
3. When these are bought by consumer?
4. From where the consumer buy?
5. What is the frequency of buying? How often consumer use it?
I will undertake what is known as “consumer research” to find the

answers to the above questions. These answers will provide help to the
manufacturers in the design, development and further improvement of their
product. It also enables them to design their promotional strategies.
A purchaser or buyer is not necessarily being a consumer. Generally

parents also buy for their children in this case they are not the user but, the
children.
Sometimes a product brought may be used jointly. It is also noted that

the decisions to buy may influence by a number of persons. A marketer has to
buy may influence by an either to the buyer or the user or the influencers. Some
think that the best audience is that of buyers, while some others think that it is
that of the users. It is possible to play safer by directing the promotion to both
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the buyer and user. Medicines are promoted through the doctors, who take the
product selection decision, but they neither buyers nor user.
Why We Study Consumer Behaviour?
The study of consumer behaviour is the study of how individuals make

decisions to spend their available resources (time, money, efforts) on
consumption-related items. It includes the study of what they buy, why they
buy it, when they buy it, where they buy it, how often they buy it, and how
often they use it.
Just as consumer and marketers are diverse, the reasons why people
study consumer behaviour are also diverse. The field of consumer behaviour
holds great interest for us as consumer, as marketers.
As consumer, we benefit from our own consumptions-related decision:

what we buy, why we buy, how we buy, and the promotional influences that
persuade us to buy. The study of consumer behaviour enables us to become
better, that is, wiser, consumer.
As marketers and future marketers, it is important for us to recognize

why and how individuals make their consumption decisions, so that we can
make better strategic marketing decisions. If marketers understand consumer
behaviour, they are able to predict how consumers are likely reacting to various
informational and environmental causes, and are able to shape their marketing
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strategies accordingly. Without doubt, marketers who understand consumer

behaviour have great competitive advantage in the marketplace.
Mumbai region is an independent district divided into two parts viz

Mumbai city and Mumbai suburban, having large number of population. It
consisted three talukas and eighty seven villages into it. The jurisdiction of
Mumbai is from Churchgate to Dahisar in western line, CST to Mulund in main
line and CST to Mankhurd in harbour line.
2. SIGNIFICANCE OF THE STUDY:
Retail shops / outlets in India are spread across Mumbai city in high and
busy street, neighborhood strips, shopping centers and shopping malls. The
present study will help to understand the consumer behavior in shopping mall
with special reference to Mumbai region. It will also try to measure the
marketability of malls. The purpose of this research is to focus on the retail
shops development and community interaction aspects of Mumbai city
shopping malls. The Present research on shopping mall development and
redevelopment can more comprehensively address the importance of malls to
the communities in which they are located. Broadly, neglected areas of
research are the community and economic contributions of shopping malls.
These are critical issues, given the age of shopping malls worldwide, the need
for adjacent area redevelopment and requirement of large public subsidies for
infrastructure construction. The present study will also give suggestions to

enhance the effectiveness of Retail shops through shopping malls.
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The study attempts to provide recommendations / suggestions which can

be used for effective management of shopping malls and induct revolution and
continuously appreciate the dynamics of change so as to have competitive edge
in the survival and growth of shopping malls in Mumbai.
Shopping mall is the fastest route for business expansion which offers
an excellent business model particularly for service organizations waiting to
extend their networks and reach to the consumers.
The present study will be help in assessing the past performance of

shopping mall in various retail businesses.
Indian consumers are transforming into global customers, now they

demand better facilities, International standards of services and top brands and
quality.
Thus, shopping malls have a bright future in India, an attempt has been
made to study the future potential of shopping malls in various retail
businesses.
3. LIMITATIONS OF THE STUDY:

The present study is constrained by time, cost and physical limitations of the
researcher. The scope of the present study is restricted to Mumbai region only.
Additionally, the perception of respondents towards shopping malls may differ
according to their personal experiences and achievements. The findings and
results of the study will be based on the responses sought from the sample
under study.
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4. OBJECTIVES OF THE STUDY:

1. To study the consumer behavior at shopping malls with reference to gender,
age, occupation and income.
2. To analyse different attributes of layout, accessibility, ambience, availability

of services, sales personnel and promotional tools in Mall.
3. To study consumer’s buying tactic, shopping priority during shopping at

malls in region of Mumbai.
4. To find the expectation and perceptions of Consumer’s desirable and wishful

factors in future they want in mall.
5. HYPOTHESES OF THE STUDY:
The hypotheses pertaining to objectives are as follows:
H0 : There is no significant relationship between gender, age, occupation and

income of respondents and perception towards shopping malls.
H1 : There is significant relationship between gender, age, occupation and

income of respondents and perception towards shopping malls.
H0 : There is no significant relationship between accessibility, availability of

related services and other factors of shopping malls.
H2 : There is significant relationship between accessibility, availability of

related services and other factors of shopping malls.
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H0 : There is no significant difference among consumers buying tactics and

shopping priority towards shopping malls.
H3 : There is significant difference among consumer’s buying tactics and

shopping priority towards shopping malls.
H0 : There is no impact of income on shopping from Normal shops and

Shopping Malls.
H4 : There is impact of income on shopping from Normal Shops and Shopping

Malls.
6. SCOPE OF THE STUDY:
The provision of various services by shopping mall is common today.

Mumbai is the commercial capital of India. It is bubbling with retailing
activities. Due to various modern infrastructure facilities and job opportunities,
people from other parts of the country migrate to Mumbai. The present study
attempts to understand consumer behaviour in shopping malls for various
services offered in Mumbai city and tries to understand the Consumer’s
behaviour.
The present research is an attempt to understand the various consumer

services provided by the shopping malls in Mumbai. The study would help
businessmen, government policy makers, and corporate for future reference.
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7. RESEARCH METHODOLOGY:
There are two methods are used to collect the data of research work viz:
Primary Method of Data Collection:
Under this method data was collected directly by :
 Questionnaire-based survey of consumers’ shopping at organized outlets

of shopping malls and also consumers’ shopping at unorganized outlets
at normal shops.
Secondary Method of Data Collection:
 Secondary data was collected from magazines, thesis reports, seminars

and conference papers, articles, websites, unpublished data, published
books, journals, and newspapers etc.
For the purpose of this study, the survey method is adopted for
collection of data. This method has been selected keeping in mind the number
of shopping mall Consumers in Mumbai and the corresponding number of
shopping mall in Mumbai. The survey includes primary and secondary data.
a) Sample of the Study:

The population was the shopping mall Consumers in Mumbai. The
study covers the Mumbai city. Since the shopping mall Consumers were
scattered over Mumbai city, it is necessary to give proper attention to all those
who reside in this area. In order to give proper representation to total
population, 1000 respondents were collected through random sampling method.
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b) The statistical Tools:

To give scientific outlook to the study and to reach specific conclusions,
the researcher has used various statistical tools like Chi-square analysis and
Multinomial Logit Model. For simple comparisons and presentation various
tabulation, charts, graphs are also used.
c) The Graphs and Diagrams are be used to present the data of

consumer’s behaviour in shopping mall.
8. HYPOTHESES TESTING :
To interpret and establish interdependence of collected and anlysed data
various factors relating to consumer’s behaviour with shopping malls and
normal shops I used following statistical tools and methodologies.
 CHI-SQUARE ANALYSIS
 MULTINOMIAL LOGIT MODEL.
CHI-SQUARE ANALYSIS
A chi-square test is a statistical test commonly used for testing independence

and goodness of fit. Testing independence determines whether two or more
observations across two populations are dependent on each other (that is,
whether one variable helps to estimate the other). Testing for goodness of fit
determines if an observed frequency distribution matches a theoretical
frequency distribution. In both cases the equation to calculate the chi-square
statistic is where O equals the observed frequency and E the expected
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frequency. The results of a chi-square test, along with the degrees of freedom,
are used with a previously calculated table of chi-square distributions to find
a p-value. The p-value can then be used to determine the significance of the
test.
Chi-square distribution:
The chi-squared distribution is used in the common chi-squared tests for

goodness of fit of an observed distribution to a theoretical one, the
independence of two criteria of classification of qualitative data, and in
confidence interval estimation for a population standard deviation of a normal
distribution from a sample standard deviation.
Thus, if Z1, ..., Zk are all standard normal random variables (i.e., each Zi
~ N(0,1)), and if they are independent, then
Z12 + ... + Zk2 ~ χ2 (k) --- k degrees of freedom
To test the hypotheses I have used chi-square test for independence at 1 % level
of significance.
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MULTINOMIAL LOGIT MODEL.
In statistics, multinomial logistic regression is a classification method

that generalizes logistic regression to multiclass problems, i.e. with more than
two possible discrete outcomes. That is, it is a model that is used to predict the
probabilities of the different possible outcomes of a categorically distributed
dependent variable, given a set of independent variables (which may be real-
valued, binary-valued, categorical-valued, etc.)
To test the hypothesis the impact of income on buying preference Multinomial

Logit Model is used, it uses the Z test at significance level of 5 % for testing
the significance of the coefficients.
9. DATA INTERPRETATION:
This is a comparative study of consumer behaviour between shopping

mall and normal shop in Mumbai. The data is analysed and interpreted so as to
get the information based on the objectives and hypotheses of the study. The
information collected from the respondents within the study area was tabulated,
analysed and conclusions were drawn with the help of independent variables
like gender, age, occupations and Average monthly family income, for
awareness of services, usage of services and satisfactions.
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10. CHAPTER SCHEME:

The study is organized in six chapters in following manner:
1. Introduction:
This chapter exhibits introduction of Consumer & Consumer
Behaviour, Meaning and Definition of Consumer, Meaning and
Definition of Consumer Behaviour, Factors influencing Consumer’s
Buying Behaviour, Consumer’s Buying Decision process, Evolution of
Consumer Buying Behaviour, Retail Sector, Unorganized and Organized
Retail, Organized Retail in Global and India, Organized Retail in
Mumbai, Retailing system, and the present study.
2. Review of Literature:
This chapter gives an elaborative literature review on shopping
mall, consumer’s behaviour and the research gap in this area of study.
3. Shopping mall in India and Mumbai - an Overview:

This chapter will give us information about how malls are
emerges a global level, at India level and at Mumbai city. It indicates
names of various shopping malls in different cities of respective country.
Year of establishment and numbers of shop or area coverage in sq.ft. etc.
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4. Research Methodology:
This chapter introduced with objectives of study, hypotheses of
study, universe of the study, the sample and sampling design, data
collection, data analysis, limitation and future direction of the study.
5. Analysis and Interpretation of data:

Under this chapter, the profile of Mumbai’s shopping mall
consumers with the help of independent variables like gender, age,
occupation and average monthly family income are explained. Core
services by shopping malls like to watch a movie, visit eaternary,
window shopping, parking facility, gaming zone, availability of various
famous brands, display of merchandise, comparison with normal shop
etc are analysed. A detailed survey and technical analysis of the
comparison of consumer behaviour in shopping mall is arranged in the
form of a tables and graphs and interpreted.
6. Summary, Conclusions and Suggestions:
This chapter is summary of the findings, conclusions and It will

also offer certain suggestions of the study which are presented in this
concluding chapter.
Bibliography & Annexure:
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11. RESEARCH SUMMARY:
THE FOLLOWING ARE SUMMARY DERIVED FROM THE STUDY:

1. Demographic factors influence consumer behaviour such as gender,
age, marital status, educational qualification, occupation, average monthly
family income, etc. These factors also depend upon the other social factors of
the society. They have powerful effect on the quality and quantity of demand
for various products.
2. Shopping in shopping malls depend on intentions and attitudes of

female. They give importance to the physical environment and have desire for
the sensory pleasure associated with touching a product. Recently women have
become more serious, responsible and confident buyers. This change has led to
their dominance in decision making process. Increase in the size of working
women, result in more money being spent on their shopping, more
independence in the buying decision.
3. Age is an important demographic factor, as purchase depends upon

whether it is for babies, teenagers, adult or for senior citizen. The attitude of the
young population of both the genders is generally positive towards buying
pattern of consumers. Parent’s consumption patterns influence their children.
4. Purchasing patterns of unmarried and married consumers are different.

Unmarried consumers can spend more as compared to married consumers.
Married consumers have other household responsibilities and need to curtail
certain expenditure for future saving.
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5. Young people are aware of the requirements of white collar jobs, they
therefore desire to obtain good education. With increase in level of education
consumers are aware about the benefits of purchase from organized sector.
6. The occupation of consumers decides their shopping requirement.

Luxury and prestigious goods from respective market play important role in the
life of salaried and professionals. The housewife emerges to be the dominant
decision-maker in family. Her role dominance increases as the family climbs
higher up the socio-economic ladder.
7. The consumers belonging to different income groups appear

homogenous with respect to the price sensitivity. Larger the income, larger is
the demand for the products. Dispose of income for necessity, comfort and
luxury goods are depend upon consumer’s income.
8. Consumers visit shopping malls as per their requirements. The

frequency of visits depends upon size of population, storing capacity,
availability of required goods in normal shop and geographic location, fashion
and occasion.
9. Most important attraction of a shopping mall is an anchor store and

different tenants. For eg. Big Bazar in a shopping mall, Snow World in
“Pheonix Mall, various food courts in “Inorbit” etc determined consumer’s
visit to shopping malls. Heavy crowds moving into the mall are common
scenes during public holiday and festival season.
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10. A visit to a shopping mall depends upon various demographic factors.

Men visit shopping malls to accompany women and for regular shopping.
Women go to shopping mall for window shopping and beauty care. Many
shopping malls have multi screens in multiplex offering the movie for
entertainment. Teenagers and youngster go to visit shopping mall for playing
games, watching movies and mingle with the crowd. Businessmen attend
meetings and parties due to availability of car parking facility.
11. Time spend in a shopping mall depends upon the purpose of visit.
Women are more likely to enjoy shopping then men, therefore they spend more
time in the malls.
12. The type and price of product decide the buying frequency of
consumers. Most consumers visit shopping malls to look for discount offers
available or low price on bulk buying.
13. Shopping malls communicate to people on continuous basis through

the anchor stores and tenants about the products and services available under
one roof. The important factors that influence our purchase decision from a
shopping mall are:
 Branded goods have remarkable capacity to impact the way people

perceive products. Branded goods can elevate the sales.
 More goods are not purchased only because of attractive interior, it

helps as one of the sales promotion measures.
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 Shopping malls keep updating the latest fashion trend.

 Psychological and discounted pricing policy.
12. THE BASIC CONCLUSIONS:
THE FOLLOWING ARE CONCLUSION GIVEN FROM THE STUDY:
Perceptions of the respondents differed depending upon their gender, age-

group, occupation and income group of respondents.
1. Demographic factors are have an impact on consumption pattern of

different consumers. The buying behaviour of consumers is influenced by
gender, age, marital status, educational qualification, occupation and average
monthly family income.
2. The gendered nature of conventional buying emerged clearly – female

prefers emotional and psychological involvement, whereas male focus on
efficiency and convenience while shopping. Female shoppers are more price
conscious than male.
3. In Mumbai city the frequency of visit to mall almost once in a week as

far as teenagers are concerned. Shopping Malls also provide to youth shopping
with dinning. The present study revealed that age of the consumers affect their
shopping behaviors, frequency of visits, time spent and money spent. Young
consumers frequently visit the malls and spend more time at the shopping mall.
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4. The study also revealed that married consumer shop more than
unmarried counterparts. Unmarried consumers do not have much consumption
as they have less number of family members.
5. Graduate respondent spend more time in shopping as compared to

postgraduate shoppers. This indicates that level of education and increasing
value influence the ability to purchase goods and consumption behaviour.
6. There is dynamic change in occupational pattern of male and female

consumers. Now there is role reversal men do shopping and women are the
“bread winner”. This role reversal has led to different purchase pattern, uses
and responsibility.
7. The study revealed that there was a significant association between

shopping in mall and average monthly family income of consumers. As family
income level increased, the preference for local open market decreased.
8. Not only demographic but also cultural factors viz personal value,
preferences, likes and dislikes, beliefs and attitudes and sociological factors viz
Peer group, family friends, co-workers and neighbours affects consumer’s
behaviour.
9. Mall is a single point shopping place for food, entertainment and

shopping. Few consumers visit shopping malls once in six months, only during
festival season or at the time of heavy discount offer. Consumers with family,
visit these malls having attraction for all family members, particularly their
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children during summer vacation. Pheonix shopping mall at Kurla has great
attraction for children due to “Snow World”.
10. Due to overcrowding during festival season and at the time of heavy
discount offer consumers avoid going to shopping malls.
11. Many consumers visit shopping malls to check discount offers.

Shopping malls collects contact details of consumers and inform them about
various discount offers and schemes via call and SMS services.
12. Shopping in mall provides social interaction like meeting with friends
and mingling in the crowd and spends time.
13. Special events do impact the customer footfall in shopping malls and
enhance the level of satisfaction.
14. Time spent in shopping mall depends upon the purpose of visit, if visit
is for just window shopping than they spend around two to three hours, for
buying reasons three to four hours and if go for movie than only three to four
hours. Shopping trips by men are shorter than made by women because men
spend less time in looking for the products, they move faster through shops and
have fewer choices. Generally, consumers looking for a specific brand or new
trend go to shopping mall.
15. Visit to shopping malls may be a remedy for loneliness or boredom.
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16. Various branded goods are available at different price and at discounted
price, this facilitates on the spot comparison. Availability of international
brands attracts more consumers. Brand builds long term quantity demand and
adds value that encourages customers to re-visit the shopping mall. Customer’s
satisfaction would have to be given utmost care since the local brands will be
competing with the international brands.
17. Proper display of product on shelves in stores attracts more consumers.

Many customers like ambience, decoration, display and lighting. Most
consumers care about convenience plus good deal to save money, not to admire
the décor.
18. Consumer prefer to visit shopping mall because required goods are
available under one roof, centralised air conditioning, drinking water facility,
toilet facility, and food court, etc are available. Malls are one-stop destination
for family entertainment and for enjoying the fun of shopping and outing.
There will also be an effect on the type of pricing policy that is adopted by
shopping malls, since allowing discount on major goods.
19. The shopping malls are located in traffic area so customers can easily
access the shopping mall. In metro city Mumbai nearness of transport is
important.
20. Parking is a major problem faced by retailers as well as customers in

Mumbai. The focus of shopping mall is to provide comfort to customers in best
possible way. The parking facility provides security to their vehicles, the most
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important factors for buyers to visit shopping malls. Ignoring parking place
facility, shopping malls will lead to losing valuable customers.
12. THE IMPORTANT SUGGETIONS:
THE FOLLOWING ARE SUGGETIONS GIVEN FROM THE STUDY:
1. With increase in the size of population, certain geographical areas are

populated by customers with distinct characteristics of demand and
consumption pattern. Therefore, product available in shopping malls should be
as per the requirement of different gender, age, marital status, educational
qualification, occupation, average monthly family income, etc. of customers.
2. Apparently there is difference in buying pattern of customers of

different gender. Shopping malls should maintain the record of people visiting
their mall according to their gender. They should make good and services
available as per the requirements of people visiting very often.
3. Children, teenagers, young crowd, middle age group customers and

senior citizen all are visitors of shopping malls. Requirement of all age group
should be provided by the malls. Children like amusement, teenager needs
gaming zone, young crowd need grooming facilities, middle age group
customers like eatery and senior citizen are conscious about health product. All
these facilities and products should be made available at the malls.
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4. Shopping malls need to focus on requirements of working women as

they visit malls frequently and shop also.
5. It is observed that FMCG are not brought very often by customers from
the malls. This area needs special attention. This can be increased by various
promotion strategies when customers visit malls to purchase one product
automatically other goods will also get sold. Promotional offers like lucky
draws, movie tickets, and discount coupons motivate consumers to visit
shopping malls frequently.
6. Earlier limited brand products were available, But after introduction of

LPG policy in 1991, there are number of brands available in the market.
Though Indian customers are brand loyal, still they like to try new brands,
therefore various brand product of same line must be made available. This
gives wide choice to customers.
7. Fashion is one of the determinants of demand for product. Fashion

keeps changing at certain interval. “Today’s novelty is tomorrow’s junk.” Best
example in technological changes is mobile phone. New, latest and unique
product must be available as early as possible to pull more crowd and mutual
growth of business.
8. More attention should be given on display of products by using

different theme, colors or size that make them more attractive. The colour and
lighting of the store must be pleasing and attention grabbing for the shoppers.
Merchandise can be highlighted by directional lighting or with the combination
___________________________________________________________________________________
26
___________________________________________________________________________________
of low-voltage systems. The use of sophisticated lighting system allows

adopting the ambience at regular interval.
9. Shopping Mall’s layouts are planned in such a way that allows proper
movement around the mall. The use of lighting, music, colour and flooring
should be in right combination. Lighting is mood setter and useful in the
production of a desired ambience. Good ambience like category wise display of
goods, good aroma influences the senses of the customers. It has a soothing
effect on the customers.
10. The consumers are still price sensitive, the marketing managers need to
maintain a low price and high quality of products for the consumers.
___________________ __________ ___________

Jayesh Kanaiyalal Rana Dr. Shridhar M. Kolhe
Research Scholar Research Guide
___________________________________________________________________________________
27

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A study of consumer behavoiur in shopping mall with a special reference to Mumbai region - Synopsis

“A STUDY OF CONSUMER BEHAVOIUR IN SHOPPING MALL

India is one of the emerging markets in the global economy. Since

What are new challenges? Managements are under pressure with

Research Scholar of Swami Ramanand Teerth Marathwada University, Nanaded

companies in construction, transportation, communication industries. Low

The concept of exchange leads to the concept of a market. A market

Marketing is one of the challenges that are facing by today’s businesses.

The gradual increase in GDP and the purchasing power of Indians

Research Scholar of Swami Ramanand Teerth Marathwada University, Nanaded

Research Scholar of Swami Ramanand Teerth Marathwada University, Nanaded

Simply speaking, consumer is a person who consumes or uses various

etc). Services that we buy may include electric power, Transport,

Research Scholar of Swami Ramanand Teerth Marathwada University, Nanaded

“Anybody who chooses goods and services spends money to obtain

Consumer behaviour is the study of human response to products and

To study the changing pattern of consumer behaviour and penetration,

Research Scholar of Swami Ramanand Teerth Marathwada University, Nanaded

Consumer behaviour obviously refers to the behaviour of consumers in

Consumer behaviour tries to answer the following question:

1. What products and services consumer buy?

I will undertake what is known as “consumer research” to find the

A purchaser or buyer is not necessarily being a consumer. Generally

Sometimes a product brought may be used jointly. It is also noted that

Research Scholar of Swami Ramanand Teerth Marathwada University, Nanaded

Why We Study Consumer Behaviour?

The study of consumer behaviour is the study of how individuals make

As consumer, we benefit from our own consumptions-related decision:

As marketers and future marketers, it is important for us to recognize

Research Scholar of Swami Ramanand Teerth Marathwada University, Nanaded

strategies accordingly. Without doubt, marketers who understand consumer

Mumbai region is an independent district divided into two parts viz

2. SIGNIFICANCE OF THE STUDY:

infrastructure construction. The present study will also give suggestions to

Research Scholar of Swami Ramanand Teerth Marathwada University, Nanaded

The study attempts to provide recommendations / suggestions which can

The present study will be help in assessing the past performance of

Indian consumers are transforming into global customers, now they

3. LIMITATIONS OF THE STUDY:

Research Scholar of Swami Ramanand Teerth Marathwada University, Nanaded

4. OBJECTIVES OF THE STUDY:

2. To analyse different attributes of layout, accessibility, ambience, availability

3. To study consumer’s buying tactic, shopping priority during shopping at

4. To find the expectation and perceptions of Consumer’s desirable and wishful

5. HYPOTHESES OF THE STUDY:

The hypotheses pertaining to objectives are as follows:

H0 : There is no significant relationship between gender, age, occupation and

H1 : There is significant relationship between gender, age, occupation and

H0 : There is no significant relationship between accessibility, availability of

H2 : There is significant relationship between accessibility, availability of

Research Scholar of Swami Ramanand Teerth Marathwada University, Nanaded

H0 : There is no significant difference among consumers buying tactics and

H3 : There is significant difference among consumer’s buying tactics and

H0 : There is no impact of income on shopping from Normal shops and

H4 : There is impact of income on shopping from Normal Shops and Shopping

6. SCOPE OF THE STUDY:

The provision of various services by shopping mall is common today.

The present research is an attempt to understand the various consumer

Research Scholar of Swami Ramanand Teerth Marathwada University, Nanaded

Primary Method of Data Collection:

Under this method data was collected directly by :

 Questionnaire-based survey of consumers’ shopping at organized outlets

Secondary Method of Data Collection: