A STUDY ON BEHAVIOUR PATTERN OF CONSUMERS WITH

REFERENCE TO SHOPPING MALLS IN COIMBATORE CITY

Submitted to

Kongunadu Arts and Science College (Autonomous),

Affiliated to Bharathiar University,

Coimbatore - 641029

In partial fulfilment

of the requirements for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION WITH CA

Submitted by

PRIYA.T

(Reg.No: 171ba041)

Under the guidance of

Mrs. M. SANGEETHA, MBA.
Assistant professor

DEPARTMENT OF BUSINESS ADMINISTRATION WITH CA

KONGUNADU ARTS AND SCIENCE COLLEGE (AUTONOMOUS)

College of Excellence (UGC)
COIMBATORE – 641029
APRIL 2020

1
 DECLARATION

2
 DECLARATION

I, PRIYA.T (Reg No:171BA041) hereby declare that the project report entitled “A STUDY
ON BEHAVIOUR PATTERN OF CONSUMERS WITH REFERENCE TO
SHOPPING
MALLS IN COIMBATORE CITY”, Submitted to Kongunadu Arts and Science College
(Autonomous) affiliated to Bharathiar University in partial fulfilment of the requirement for
the award of the degree of BACHELOR OF BUSINESS ADMINISTRATION WITH CA
is a record of original report work done during the period of 2017-2020, under the guidance
of Mrs. M. SANGEETHA, MBA., Assistant professor, Department OF BBA CA,
Kongunadu Arts and Science College (Autonomous),Coimbatore, and the project has not
formed the basis for the award of any degree/ Diploma / Associate ship / Fellowship or
similar title to any candidate in any University.

Signature of the candidate

PRIYA.T

Place:
Date:

3
 CERTIFICATE

4
 CERTIFICATE

This is to certify that project work entitle “A STUDY ON BEHAVIOUR PATTERN OF

CONSUMERS WITH REFERENCE TO SHOPPING MALLS IN COIMBATORE
CITY”, Submitted to Kongunadu Arts and Science college (Autonomous) affiliated to
Bharathiar University in partial fulfilment of the requirements for the award of the degree of
Bachelor of Business Administration with CA is a record of original work done by
PRIYA.T during the period of his study in the Department of BBA CA. Kongunadu Arts
and Science College (Autonomous), Coimbatore under my supervision and the project has
not formed the basis for the award of any Degree / Diploma / Associate ship / Fellowship or
other similar title to any candidate in any University.

Signature of the guide

Counter Signed

Head of the Department Principal

Submitted for the viva voce held on at Kongunadu Arts and Science
college(Autonomous), Coimbatore-641 029

INTERNAL EXAMINER EXTERNAL EXAMINER

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 ACKNOWLEDGEMENT

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 ACKNOWLEDGEMENT

I thank the Almighty, the light of my life for granting me the strength, courage and
knowledge to complete this project successfully.
I am indebted to Dr.C. A Vasuki, Secretary, Kongunadu Arts and Science college,
who has given me an opportunity to be a student of the renowned institute and to undertake
this project work. I express my sincere thanks to her.
I express my deep sense of gratitude to Dr.M.Lekeshmanaswamy MSc, M Phil,
PhD, Bed, FSISC, FISEC, Principal, Kongunadu Arts and Science college, the men behind
the curtain of all endeavours and granting me the permission to undertake project work.
I submit my sincere thanks to Dr.S. PalusamyM.Sc., M.Phil., PhD., FTE., FRMST,
Dean (R&D) for this constant encouragement. Thanks to Dr.V. Balasubramanian M.Sc.,
PhD., (Dean Academic)
I record my sincere gratitude to Dr.V. Chinnuswamy, M.Sc., M.Phil., PhD., Chief
Executive Officer, for his strong support and encouragement to complete this work
successfully.
I am extremely grateful to Dr. S. PunithaDevi M. Com, M.Phil., PGDCA., MBA,
Assistant professor and Head of the Department, Department of BBA CA who has
motivated and guided me by offering her constructive and innovative ideas to do the project
work with tremendous encouragement.
I extend my special heartfelt thanks to my guide Mrs. M. SANGEETHA, MBA.,
assistant professor, department of BBA CA, who guided me in all the walks of this research
work with grant success.

PRIYA.T

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 CONTENT

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 CONTENTS

Chapter Particulars Page No

I Introduction and Design of the Study
1.1 Introduction 1
1.2 Objectives of Study 4
1.3 Scope of the Study 4
1.4 Research Methodology 4
1.5 Limitation of the Study 6
1.6 Chapter scheme 6

II Review of Literature 7
III Company Profile
3.1 Retailing 14
3.2 History of Shopping Malls 14
3.3 Top 3 Shopping Malls of Coimbatore 16

IV Analysis and Interpretation 22

V Findings, Suggestion and Conclusion
5.1 Findings 43
5.1.2 Chi-Square 44
5.2 Suggestions 45
5.3 Conclusion 46
Bibliography 47
Annexure 48

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 LIST OF TABLES

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 LIST OF TABLES

TABLE NO TITLE PAGE NO

4.1.1 Gender of the Respondents 24

4.1.2 Age-wise distribution of the Respondents 25

4.1.3 Marital status of the Respondents 26

4.1.4 Qualification of the Respondents 27

4.1.5 monthly income of the Respondents 28

4.1.6 Occupation of the Respondents 29

4.1.7 Nature of family of the Respondents 30

4.1.8 Amount spend per visit of the Respondents 31

4.1.9 Kind of shopping of the Respondents 32

4.1.10 Frequency of visiting of the Respondents 33

4.1.11 Accompany of the Respondents 34

4.1.12 Mode of payment of the Respondents 35

4.1.13 Store visit / day of the Respondents 36

4.1.14 Mobility of the Respondents 37

4.1.15 Buying activity of the Respondents 38

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 LIST OF CHARTS

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 LIST OF CHARTS

CHART NO TITLE PAGE NO

4.1.1 Gender of the Respondents 24

4.1.2 Age-wise distribution of the Respondents 25

4.1.3 Marital status of the Respondents 26

4.1.4 Qualification of the Respondents 27

4.1.5 monthly income of the Respondents 28

4.1.6 Occupation of the Respondents 29

4.1.7 Nature of family of the Respondents 30

4.1.8 Amount spend per visit of the Respondents 31

4.1.9 Kind of shopping of the Respondents 32

4.1.10 Frequency of visiting of the Respondents 33

4.1.11 Accompany of the Respondents 34

4.1.12 Mode of payment of the Respondents 35

4.1.13 Store visit / day of the Respondents 36

4.1.14 Mobility of the Respondents 37

4.1.15 Buying activity of the Respondents 38

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 CHAPTER – I
INTRODUCTION & DESIGN OF THE STUDY

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A STUDY ON BEHAVIOUR PATTERN OF COMSUMERS WITH
REFERENCE TO SHOPPING MALLS IN COIMBATORE CITY

CHAPTER – I
INTRODUCTION AND DESIGN OF THE
STUDY

1.1 INTRODUCTION

In India shopping malls has the greatest opportunity for the development of the
business. Shopping malls contain various kinds of stores that have multiple collection of
products and services for the consumes. India most of the shopping malls are provided with
the all required products for the customer based on their expectation like price, availability of
products, quality of the product, availability of all brands, packaging of the product,
appearance of the shops etc, Since the physical visibility of the products has to be good and
the customer has to feel the product which create the key for the purchase of product.
Ambience of the malls has to be like air condition facility, window facility, place for the
entertainment, food court, theatres, game facilities etc, which makes the customer to feel that
they have to visit the shopping malls again and again.
Buying behaviour of the consumer is based on the expectation of the products that are
available as like. Customers used to buy the products based on the influence of their friends,
family members relatives, neighbours, colleagues and others. Customers buy the products
that will be different from one person to another person based on their attitude, life style,
personality, perception about the products etc. shopping malls has been chosen by most of the
customer nowadays in order to purchase all the products in a single place, which helps to
save their time, money and stress of the consumer
There is a dynamic change in the usage of products from one consumer to another
consumer, since they are not alike, the shopping pattern of consumers will vary constantly
over a period of time based on their needs, personality, life style and their usage pattern. The
important and purpose of this study is to assess the consumer buying behaviour towards the
shopping mall and their shopping pattern of products. this study will determine the general
characteristics of the buying pattern of the consumer, factor that are influencing the consumer
to shop in the malls, how it will affect the shopping pattern, how they spend to purchase the

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products, what made them to become the loyal consumer. Finally, the study will determine
the buying behaviour pattern has made the repurchase intention in the shopping malls.
In this study customer buying behaviour has the greater importance for the retailers,
which helps them to fine the needs and wants of the customers. Buying behaviour will vary
from one consumer to another consumer based on the offers that are provided. Building a
place for entertainment in shopping centre is an approach used to be a focus for shoppers. A
study with shopping behaviour of consumer will help to understand behaviour of mall visitors
and also help the marketers to frame marketing strategies that can be additional capable of
meeting their wants and needs.
the organized retail industry had not evolved. There was no consumer culture, there
were limited brands and people bought what was available. There were no shopping areas.
The retail industry lacked trained manpower. It was difficult to compete with the unorganized
sector because they operated with minimal labour costs and overheads. Tax laws and
government restrictions added the problem. Liberalization has changed all this. Today
customer is with more spending power, is better educated, and more importantly, exposed to
brands and products through television and foreign trips. The Indian consumer now has the
desire to acquire. Personal consumption is on the rise. Customer segments, already diverse,
have been sub-divided with joint families giving way to nuclear families, and the increasing
number of working couples. These changes along with increased availability of retail space
and qualified manpower have had a positive impact. New players are now entering the
market. Instead of retail evolution, there is a retail revolution in India.
The emerging purchasing power of the urban educated middle class and the growing
work culture of the working women has changed the buying habits of families, who are
experiencing a growth in income and dearth of time. Rising incomes have led to increasing
convenience and service. Consumers have started caring about where they would like to shop,
be it multi brand outlet, exclusive stores or malls with development around them but are also
more demanding. They want superior quality at an affordable price and they want it instantly.
Thus, we see that there is a strong trend in favour of one-stop shops like malls and
supermarkets. A Mall/supermarket appeals because of its pleasant surroundings, better
product display and the availability of a wide variety of brands. The store has accurate
measure controls and allows economies of scale. A shopper also has the option of shopping
for all household necessities under one roof. In the future, with more dual income families,
the consumer ability to spend will increase, but at the same time, it is predicted that the time
available for shopping will go down. In such a scenario, the retailers will have to increasingly

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 develop shopping as an

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experience and at the same time, the more successful ones will be those that provide faster
service.
Malls, in particular, are contributing hugely to the development of organized retail.
Malls are coming up both within cities and at the outskirts vowing to create destinations that
will attract thousands of customers every day.
India is experiencing a “mall boom”. Shopping malls are set to one of the most visible faces
of the Indian retail scene in the next few years. According to estimates apart from the
metropolitan and larger cities, as many as 50 new malls will be coming up by 2005 in the
smaller cities as well.
Consumer purchasing power is the main factor, which determines their buying
behaviour and brand of shopping malls. Shopping Malls are the places for the fun &
entertainment, family outing, shopping and eating’s. In shopping Malls age factor is also one
of the dominant factors in daily footfall. What I studied that in different shopping malls
different age group consumers come and they impact on the buying behaviour.
Shopping Mall industry is an upcoming industry in India, as Shopping Malls are
changing the way middle-class Indians shop. With fully air -conditioned stores, escalators
and quality service resembling any international Mall. Today a customer pays greater
attention to product availability, display, in-store service and of course, the ease of shopping.
Indian families are also looking at entertainment as an escape. Entertainment is equated with
shopping, food and options like cinemas and bowling alleys.
The decade old economic reforms have engendered a new, shop till you drop breed of
middle class Indians who after experiencing the shopping in big cities overseas, have fuelled
the demand for the rise of Shopping Malls. There are number of families who are starved of
attractive entertainment options and with rising disposable income, who want to spend a
greater proportion of their expenditure on shopping in world class ambience where
convenience is combined with entertainment. From boring, oh no routine to a fun filled yes
outing for the entire family, shopping for the typical household has come a long way indeed.
Multi-Storied malls have most definitely made an impact offering shopping, entertainment
and food all under one comfortable roof. India is becoming the hub of Shopping Malls. In
Gurgaon particularly, lots of shopping malls are opening up. In October 2004 India’s first
Mall exclusively dedicated to Jewellery (Gold Souk) was opened in Gurgaon, on the outskirts
of the capital. The Gold souk’s retail space has been leased out or sold with about 70 retailers
including 35 major national and international brands for business.

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1.2 OBJECTIVES OF THE STUDY
The following were the objectives of the study.

 To study on behaviour pattern of consumer with reference to shopping malls

 To study the factors influencing the shoppers towards shopping at shopping malls.
 To analyse the various dimensions of consumers towards shopping at shopping malls.
 To know customer satisfaction level toward shopping mall.
 To offer suggestions based on the findings of the study.

1.3 SCOPE OF THE STUDY

As we have seen the behaviour pattern of consumers with reference to shopping malls
in Coimbatore city of India, so with the help of project we will be able to know the degree of
satisfaction of the consumer and in this we will study about the benefits of the consumer
through the implementation of the shopping malls and we will study the method to increase
the awareness among the people

1.4 RESEARCH METHODOLOGY

Definition of research

Defining of and redefining problems, formulating hypothesis or suggested solutions;

collecting, organizing and evaluating data; making deductions and reaching conclusions to
determine whether they fit hypothesis.

SOURCES OF DATA:

I. Primary data

Primary data required for the study is collected by circulating questionnaire

among respondents.

II. Secondary data

Secondary data needs for conducting the research work is collected from
various documents & other reports.

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SAMPLE SIZE:
Total sample size 100
SAMPLING PROCEDURE:
Simple random sampling technique is used for the collection of data required for the
research study.
DATA COLLECTON INSTRUMENT:
The instrument used for data collection is a structurally planned questionnaire. Plot
study has been made with the experts to finalize the questions.
TOOLS USED IN THE STUDY:
 Percentage analysis

Percentage analysis is the method to represent raw streams of data as a percentage (a

part n 100 – percent) for better understanding of collected data. It represents or summarizes
the relevant features of a set of values. This can be calculating by this formula

𝐍𝐮𝐦𝐛𝐞𝐫 𝐨𝐟 𝐟𝐫𝐞𝐪𝐮𝐞𝐧𝐜𝐲
𝐏𝐞𝐫𝐜𝐞𝐧𝐭𝐚𝐠𝐞 𝐚𝐧𝐚𝐥𝐲𝐬𝐢𝐬 = 𝐓𝐨𝐭𝐚𝐥 𝐧𝐮𝐦𝐛𝐞𝐫 𝐨𝐟 𝐟𝐫𝐞𝐪𝐮𝐞𝐧𝐜𝐲 𝐗𝟏𝟎𝟎

 Chi-square

The chi-square test is an important test amongst the several tests of significant. Chi
theoretical variance square, symbolically written 𝑥2, is a statistical measure used in the
context of sampling analysis for comparing a variance to a. this can be calculated using the
formula

(𝑶 − 𝑬)𝟐
𝑪𝒉𝒊 − 𝒔𝒒𝒖𝒂𝒓𝒆 = ∑ =
𝑬

Where
O = observed frequency
E = expected frequency (Pillai &Bagavathi, 1999).

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1.5 LIMTATIONS OF THE STUDY
 Time constraints has outlawed from going deep into the subject. The information
obtained or the collection of data is limited. The study is purely academic.
 Some of the respondents do not have clear idea. So, their opinion may be partial.
 Some of the respondents feel it as an interruption to answer the questionnaire in their
busy schedule.

1.6 CHAPTER SCHEME

The chapter scheme deals with
Chapter – I Introduction and design of the study
Chapter – II Review of literature
Chapter – III Profile of the company
Chapter – IV Analysis and interpretation
Chapter – V Findings, Suggestion and Conclusion

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 CHAPTER – II
REVIEW OF LITERATURE

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 CHAPTER – 2
REVIEW OF LITERATURE

Research dealing with shopping malls’ and / or hypermarkets’ attributes, especially in

the Indian context, s very less in number. Not many studies have empirically analysed the
influence of an assortment of attributes on buying behaviour in shopping arcades and malls
and customers’ shopping experiences. Mostly the researches under taken so far have been
taken from the foreign experiences, as they have come of age in the US, UK and European
markets. An earnest attempt has been made to delve into the relevant researches done on the
theme, presented henceforth as follows:

Deepika Jhamb and Dr(Ms) Ravi Kiran (2012) in their paper tries to understand
the improvement in retail sector in India, especially the modern retail formats, its attribute,
type of goods and impact of consumers demography on choice of emerging retail format. The
present research examines the emergence of modern retail formats in India. The major
emphasizes of the study is on consumers preferences of shopping goods and convenience
goods from modern retail formats. The findings of the paper reveal that consumers prefer
modern retail formats due to quality, variety of brands, parking facility, trained sales
personnel and for security purpose. Consumers‟ prefer malls and specialty store to purchase
various shopping goods like clothing, Footwear and Jewellery more as compared to
convenience goods. The paper further explores that higher income consumers and younger
generation visit modern retail formats more as compared to older once with low income.
Jackson, stoel and Brantley (2011) n their paper expressed that the customer
segment seeks out relevant shopping venues based on their shopping wants and needs.
Knowledge of the preferences of distinct consumer groups s useful in the development of
marketing communication and promotional strategies, as well as for designing mall
configurations that are likely to generate patronage and patronage due to the value creating
potential of the mall. Advertising materials could express the specific attributes the mall has
to offer to the cohorts comprising its customer base, either by gender, generation, or both.
When a retailer or mall owner finds that a large segment of its consumers are from particular
segment (e.g. generation, gender), the company can focus on segment relevant ways to
facilitate and promote a shopping experience that will drive sopping experience that will
drive shopping value and create potential for patronage

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 Arpita Khare (2011) studied in her paper titled “Influence of hedonic and utilitarian
values in determining attitude towards malls: A case of Indian small consumers” the
influence of hedonic and utilitarian shopping values on consumers attitudes towards malls in
the smaller cities of India. Emotional and rational shopping motives are supposed to govern
the consumer’s attitude towards malls. The research was conducted in five mini-metropolitan
cities in Northern India (n=325). ANOVA and multiple regression tests were administered to
analyse the data. The results show that the hedonic and utilitarian values of small city
consumers influenced their attitude towards malls. Results also showed the influence of age
in consumer’s attitudes towards mall attributes
Chebat, Sirgy and Grzeskowak, (2010) opined that one way to generate more traffic
in a mall is to build a strong mall image perceived by shopper as delivering a unique bundle
of benefits. Such effort has to be guided by a performance metric, namely a comprehensive
measure of mall mage. They hypothesized that mall image could best be conceptualized in
terms of five major retail branding dimension: access, store atmosphere, price Ans
promotion, cross-category assortment and within-category assortment
Surbhi Khosla (2009) in his paper entitled “Understanding Retail Sector in India: A
Journey from Ancient to Modern Era” has highlighted the different formats of retailing in
India and also narrated the recent trends in retailing in India. The author holds the view
regarding the large formats retail outlets that the entertainment factor being very high have a
more chance of being successful than the other formats and outlets.
Bhattacharjee (2009) highlighted the attraction points of shopping food and grocers
n hypermarkets. He identified seven attraction points to visit a store and a retail format: price,
promotions, hangout place, product range, product mx, ease of travel and parking comfort.
He further said that the tolerance to commute is lowering. The people are willing to go 4km
or even more for hypermarkets / shopping malls, while for small format modern stores not
more than half a kilometre. Expectation for a kirana store is less than 500 metres.
Manoj K Trivedi (2008) in his paper entitled “From Traditional Markets to Shopping
Malls. A paradigm shift” holds the view regarding of the fast approaching retail boom
scenario that it is likely to happen sooner than later. The author discussed the impact of the
same on the Indian Traditional retail outlets with its likely positive and negative impact. The
author concludes that where the organized sector poses a cut throat competition for the
kiranas the fact still remains that India being a country with diversified social classes there is
a scope for both to survive. The emergence of a developed retail sector will pose a
competition rather than

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a threat to the traditional stores which would help these stores change their outlook and ways
of working.
Subhashini Kaul (Ms.) & Abhishek (2007) in their paper titled “Consumerism and
Mindless Consumption Sustaining the New Age Urban Indian’s Identity.” highlighted the
critical factors that contribute to a negative impact on consumer identity. Key factors
impacting the „New Age‟ Urban Indian’s identity were discussed in the paper and
mechanisms suggested at business firm levels to sustain and arrest this damage. Paper
identified that multiple social identities are a reality. In the new millennium, every consumer
has to realize her multiple role(s) and the roles‟ salience in an integrated manner.
Zameer (2006) in his study defined effective mall management as differentiating a
mall from the rest, getting maximum footfalls, converting footfalls to purchase and keeping
the tenants and the customers happy and satisfied. According to him mall management entails
retail-mix planning and tenant selection, lease management, facilities management, utilities
management, parking and organizing events and collaborative promotions, which according
to him are critical factors for the success of any shopping mall.
Nikhilesh Dholakia& Piyush Kumar Sinha (2005) Customers tend to come to the
stores with a choice set. This set varies according to the extent of planning that the customer
undertakes before reaching the store. With more planning, this choice set narrows. While
buying from the traditional format (serviced) stores, the customers carry lists. These lists, in
many cases, mention the brand name of the product. Generally, the retailer simply fetches the
sought brands and collects them on the counter, ready for tallying and payment. In the very
affluent families, these patterns exhibit variations. Rather than the husband, the cart pusher
may be the maid or the driver (chauffer). Of course, in such cases, almost all the picking and
paying is done by "madam," the housewife-employer. While not yet much evident in
Ahmedabad, in bigger metropolitan areas such as Delhi or Mumbai, there are some observed
cases of maids coming to shop on their own, using lists provided by the employer. To
command appropriate respect from the store help, the maids "dress up" in such situations.
There has not been significant effort by research scholars and marketers to study the
consumer behaviour pattern in Malls and to differentiate the same with behaviour pattern in
traditional Mom-&-Pop shops. If the research has been conducted it is not being made
available to the other researchers.

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 Martin and Turley (2004) focused their study on the attitudes that the older segment
of generation Y consumer (19 – 25 yrs.) have towards a mall, and on their consumption
motivation. They found that generation Y consumer are more likely to be objectively rather
than socially motivated to consume. They also found that objective motivations to consume
predict an individual consumer’s perception of a shopping mall’s ambience, layout, and his or
her involvement in the shopping process.
Parsons (2003) in his paper analysed common promotional activities employed by
shopping mall marketers, which 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. Whilst mall – wide sales are the preferred promotions were found to be a strong
alternative way to encourage visits and spending.
Nchools, Li, Kranendonk And Roslow (2002) investigated changes in the shopping
behaviour of today’s mall patrons as opposed to those in the early 1990s. although not many
differences were found between the demographics of the respondents in the earlier and later
periods, they discovered significant difference in shopping patterns and purchase behaviours.
Compared with the shopper in the early 1990s, today’s mall patrons tend to be more leisure
driven, they have a greater concern for merchandise selection, and they visit the mall less
often but make more purchases per visit. The findings also reveal that situational variables
are more likely to have an impact on shopper’s purchase decisions today than they did before.
Farhangmehr, Marques and Silva (2001) expressed hypermarket as a symbol of
modernization. They opined that t not only changed the traditional retailing structure but also
the consumption behaviour of people. Their results showed that, for consumers the
hypermarket is the preferred type of retail store, due to convenience (it is more practical) and
low prices.
Kay M. Palan (2000) in his paper outlined gender identity, of consumer behaviour
studies in the marketing literature that have examined gender identity. Based on the literature
review, the paper evaluates whether gender identity research is still warranted and proposes
specific research questions to guide future research. The author is of the view that it is very
essential to understand the complex and changeable nature of personality traits associated
with gender categories.

26
 Christensen et al. (1999) examined the effects of mall ‘entertainment value’ from the
consumer’s perspective on mall profitability. Consumers basically defined entertainment as
some activity that provided a diversion or relief from normal day-to-day activities and could
include movies, theatre, people watching, entertainment rental stores, shopping itself,
restaurants, bars and even the architecture and terror design of the mall itself. The study
found evidence that demonstrated that there is a poster relationship between entertainment
and mall profitably and value.
Pashigian and Gould (1998) stated that consumers are attracted to malls because of
the presence of well-known anchors - department stores with recognized names. Anchors
generate mall traffic that indirectly increases the sales of lesser-known mall stores. Lesser-
known stores can free ride off of the reputations of better-known stores. Mall developers
internalize these externalities by offering rent subsidies to anchors and by charging rent
premiums to other mall tenants. The results of this article suggested that mall developers are
behaving rationally because they know that anchors attract customers to the mall and increase
the sales of other mall stores.
Kim and Kang (1997) identified seven factors influencing the patronage of malls,
strip malls, power centres and factory outlets, only lower price, easy product return and
convenience
– a factor comprising trading hours – were regarded as important by patrons of all four retail
formats.
Jackson (1996) in his study observed that malls have become the place where senior
citizens walk in comfort and security, where parents lead their young to Santa Clauses, where
singles court, where teenagers socialize and where everybody consumes. Indeed, a new term,
“Mall Rats” has been coined to describe the legions of young people who spend their free
time cruising indoor corridors. This proliferation of uses and of customers has led to the
frequent observation that regional malls are the new downtowns, the centers of informal
social interactions, the successors to the traditional marketplace.
Burns and Warren (1995) opined that since the store mix and product offerings of
many regional shopping malls are very similar, often the primary discriminator between
many of these centres is merely location. Making the choice to shop at a regional shopping
mall other than the one nearest to one’s place of residence, therefore, does not appear to be a
logical choice in many instances. Such behaviour, however, appears to be relatively common.
It would appear; therefore, that regional shopping mall choice may not always be based
solely on the offerings and location of the available shopping alternatives

27
 Roy (1994) in his study considered several characteristics of shopper – such as
function shopping motivation, deal proneness, recreational shopping motivation, age, income
and family size, to be a significant influence on mall shopping frequency.
Goss (1993) in his research established that the mall developers’ profit accrues from
the construction and sale of shopping malls, lease rent and deduction from the rental
revenues. Unlike other forms of real estate, where markets have reply saturated and are
dependent on urban and regional economic fortunes, shopping mall construction has seen a
relatively secure investment.
Feinberg, Shuffle, Miaoli and Rommel (1989) considered the social stimulation
provided by malls, finding that the mall served as an outlet for social behaver. Further
examination of this issue was made by Lots, Eastlick and Shim (2000). Who studded the
similarities and differences between mall entertainment seekers and mall shoppers. There
results supported hypotheses that there are different motivations for individuals who visit a
mall for entertainment activities versus those who visit for shopping purposes.
Kumar (1983) in his extensive research found ‘shelf exposure’, ‘exposure to others
buying’ and ‘window display’ as major in-store influences in hypermarkets. His study
revealed that male (47%) are more susceptible to shelf display influence than females (39%).
he cited ‘retail environment’ (25%) as the second major in – store influence and ‘exposure to
other buying’ (21%) as the third major influencing factor resulting in buying behaviour.
McCarthy (1980) attempted to include transport mode / travel attributes n studying
the role of the qualitative characteristics that influence the choke in shopping destination.
Sung the factor analytical technique, five set of qualitative generalized attributes were
generated. These generalized attributes include trip convenience, trip comfort, trip safety,
shopping area attraction and shopping area mobility. He found that these generalized
attributes, which were obtained from attitudinal information, are significant in an individual’s
choke of shopping area.
Vaughn and Ansonia (1977) opined that merchandise and convenience seem to be
the two underling dimensions which consistently appear every time. Merchandise quality,
merchandise verity, atmosphere of shopping area, availability of sale teems and ease of
shopping comparisons are all component parts of this underlying dimension.
Mihranian and resell (1974) noted that the response that store atmosphere elects
from consumers, Ares along three dimensions of pleasantness, arousal and dominance.
Cox and coke (1970) determined customer preference for shopping centres and the
importance of driving time. The authors concluded that location and attractiveness are

28
important determinants of consumer shopping centre preferences.

29
 Brunner and mason (1968) investigated the importance of driving time upon the
preferences of consumer towards regional shopping centres. They expressed that although it
is recognized that population, purchasing power, population density, newspaper circulation,
and other factors are influential in determining the shopping habits of consumer, A Factor
which is generally overlooked is the driving time required to reach the centre. In this study, it
was established that the driving time required to reach a centre is highly influential in
determining consumer shopping centre coreferences. The most consistent and significant
driving time dimension in delineating shopping centre trade areas was found at the 15 –
minute driving points, as three-fourths of each centre’s shoppers resided within the range.
Huff (1964 and 1966) concluded that the comparative size of the canters and the
convenience of access were the primary characteristics that consumers sought when choosing
a shopping centre to visit

30
 CHAPTER – III
PROFILE OF THE COMPANY

31
 CHAPTER – III
PROFILE OF THE SHOPPING MALLS

3.1 RETAILING
Retail consist of the sale of goods or mechanise from a fixed location such as a departmental
store, boutique or kiosk, or by mail., in small or individual lots for duct consumption by the
purchaser. Retailing may include subordinated services as delivery. Purchase may be
individual or businesses. In commerce a retailer buyer goods or products in large quantities
from manufacturers or importers, either directly or through a wholesale, and the sells smaller
qualities to the end-user. Retail establishments are often called shops or stores. Retailers are
at the end of the supply chain. Manufacturing marketers see the process of retiling as a
necessary part of their overall distribution strategy. They term “retailer” is also applied where
a service provides, service the need of a large number of individuals such as a public utility
like electric power etc.

3.2 HISTORY OF SHOPPING MALLS

A shopping malls centre, shopping mall, or shopping plaza is the modern version of
the historical market place. The mall is a place where different retail stores, services and a
parking area, which is conceived, constructed, and maintained by a separate mall
management firm as a unit. They also include restaurants, banks, theatres, professional
offices, service stations, etc.

The first shopping mall was the country club plaza, founded by the J.C. Nichols
company and opened near Kansas City in 1922, was constructed as the business district for a
large scale residential development. It was having integrated architecture, smooth and lighted
parking lots. In the latter half of the 1920s as automobiles to block the central business
districts of large cites, small centres were built on the outskirts, the centres were usually
anchored by a supermarket and a drugstore, supplemented by other convenience type shops.

32
Shopping Mall

The word mall s first originated in the 17 th century and it was coming from pall-mall
game popular in the 17th century. Pall-mall, first recorded in the late sixteenth century, is
borrowed through French from Italian, from elements meaning ‘ball’ and ‘mallet’. It means
mall ‘a large area with shade trees used as a public walk or walkway’. Thus, a mall can be
regarded as a kind of park, but a park is not necessarily a mall. The original sense of mall was
a passageway used for pall-mall game and one particular pall-mall path, in London, was
known as the mall, and after this the word mall became a public walkway.

The concept of ‘mall’ has become undividable part of modern people living in cites
all over the world. In old days, people had to make a choice among shopping stores but today
all that is available under one roof with a good shopping experience and different amenities
such as gaming section, food courts, theatres etc.

In simple terms, a shopping centre can be distinct as a building that contains many
units of shops but is managed as a single property, with different facilities less than one roof.
A shopping mall provides good shopping experience, national and international variety of
products, cinema, restaurants etc. A shopping mall is having huge space approximately 60000
sq. ft to 70000 sq. ft. providing spacious space and parking facilities. Malls are located
normally from centre of urban areas to outskirt of urban areas with growing culture of mall
mania. Malls are well-known for six factors i.e. comfort range, luxury, spirit, entertainment,
and convenience, which make malls beautiful to consumers or visitors.

History of Indian Malls in 2000s:

Since 2005s the Indian consumer market has seen a major growth in shopping centres
popularly known as ‘malls’. There is an increased demand for quality outlets space from a
varied segment of shopping mall and brands, which include products and apparel chains,
consumer durables and multiplex operators. Shopping mall development has also fascinated
real estate developers across cities in India. As a result, from just 3 malls were in 2000 to
increase over 570 operational malls with area of 180 million square feet by 2014.

33
Evolution of Shopping Malls in India:

For many people organised shopping mall appeared in India with the launching of
first malls in 1999. The launch of “Ansel’s plaza” in Delhi and “cross roads” in Mumbai is
welcomed as the glow in Mumbai city. Even only three shopping malls existed in India at the
end of 2002. However, if one were to define shopping malls as enclosed shopping spaces,
then Mumbai Crawford market (opened in 1869) and Kolkata’s new market (1874) surely
have the pride of place as the pioneering malls in India. Delhi’s Connaught place (opened in
1931) should also definitely be considered, with its covered arcades. More recently, new
Delhi’s partially underground palinka Bazaar, the mini- malls of the late 1980 on Bangalore’s
Brigade Road and shopping centres built by private developers in Ahmadabad and other
cities have all had a role to play in the evolution of organized retail spaces in the country. So,
it would be accurate to view the most recent off spring of a long lineage or organized
shopping centres.

Trend of Shopping Mall in India:

There was a time when India’s first mall, crossroad, Mumbai, found it difficult to
manage customer traffic. In order to restrict foot falls, the mall decided to allow entry to those
who had either a credit card or a mobile phone. A lot has changed in the last 10 years; malls
are now being abandoned by shopping mall and consumers alike. The year 2008 saw huge
growth rate in mall space coming up all over the country. It was followed by a slowdown and
mall mania became mall trauma. Over 200 malls have mushroomed in the last 5 years from
2008 to 2012; a majority is grappling with high vacancies and low footfalls. Some have shut
up shops and others are converting themselves into commercial spaces.

3.3 TOP 3 SHOPPNG MALLS OF COIMBATORE

Renowned for its huge textile industry, Coimbatore is a city that is yet to be
explored by tourists. Often times, it is overlooked and only treated as a stopover for
travellers heading to Ooty or Kodaikanal, however, the ‘Manchester of South India’ has
its own set of attractions which are worth your time. From yoga and meditation centres
to breath-taking waterfalls, there are plenty of tourist places in Coimbatore you will
love spending hours at.

34
Moreover, if you plan to spend a day or two in the city, there are always the big shopping
malls with food courts and big entertainment venue. Complement your day of shopping
extravaganza with a hearty dinner at some of the best restaurants in Coimbatore and you
are done.

Shopping Malls of Coimbatore:

 Brookfield Mall
 Fun Republic Mall
 Prozone Mall

1. Brookfield Mall, Coimbatore

One of the oldest and best shopping malls in Coimbatore, Brookfield is not only
a shopping destination but an entertainment and food destination as well. Opened in the
year 2009, the mall has been constantly expanding and creating more space for high-
end retailers all the while maintaining the essence of the city.

Complete with six screen multiplex cinema and a food court offering a variety
of delectable cuisines and fast food, you can easily spend an entire day here with your
friends. Some of the stores worth checking out at Brookfield are Park Avenue, Marks

35
& Spencer, Gini & Joni, American Touristed, Lifestyle, First Cry, The Body Shop,
Westside, Jockey, Pantaloons and Louise Phillip among others.

For people who want to sit at a restaurant or a cafe and catch up on conversations
with their friends, there is your usual Subway, KFC, McDonald’s, Pizza Hut and
Eventers. Of course, if you want to dine at a proper restaurant, there are plenty of those
too.

Being one of the top shopping malls in Coimbatore, it has been built on a space
of 4.5 lakh square feet of area and houses around 120 shops selling everything from
apparels to electronics. The mall also has ample parking space and Wi-Fi. It is also
popular for hosting several events round the year which also led to it being awarded
‘Most Number of Mall Events, South Zone’ in the year 2016. Another award with which
it got bestowed is the ‘Best Marketing Intellectual Property of the Year, South Zone’ in
the year 2017.

So, if you don’t have any place to visit in Coimbatore, fret not because this mall can
easily take up your entire day with its vast arrays of shops, food and entertainment
options.

 Address: Dr KrishnasamyMudaliyar Rd, R.S. Puram, Coimbatore

 Timings:
o 11 AM – 10 PM (Weekdays)
o 10 AM – 10 PM (Weekends)

36
2. Fun Republic Mall, Coimbatore

Built on a sprawling 5.25 lakh square foot of area, Fun Republic is officially the
biggest mall of Coimbatore. While you can find a lot of stores and food outlets, the
main highlight of this 6-level shopping mall is its anchor store – Shopper’s Stop spread
over a large area. The mall also has a 5-screen multiplex managed by Cinepolis to cater
to all the movie buffs out there. And after shopping and watching your favourite movies,
you will never run out of space to sit in and gorge on some burgers as it has umpteen
dining options.

Some of the popular brands you can find here include Adidas, United Colours of
Benetton, Reliance Digital, Lee, Nikon, Yamaha, Inc. 5 and more. While you might not
find a lot of high-end restaurants, you can be rest assured to find shops and kiosks for
almost every kind of food you wish to gorge on.

For people who keep complaining about congested parking space in malls, Fun
Republic has a multi-storey parking lot.

 Address: Avinashi Rd, Periyar Nagar, Peelamedu, Coimbatore

 Timings: 10 AM – 11 PM, All Days

37
3. Prozone Mall, Coimbatore

Opened in the year 2017, Prozone is a new shopping mall in Coimbatore. Built
along the new trends and fads in the retailing and entertainment segment, the mall will
keep you on your toes the entire day.

Housing approximately 140 international and national brands (and counting) for
all your shopping needs, the mall opened up a 9 screen INOX theatre in August 2018.
Apart from this, it has a large food court with plenty of fast food outlets, dessert parlours
and quick bites kiosks for the hungry soul.

38
 While the major construction of the mall is already completed, it is expanding every
year to accommodate the increasing number of visitors.

 Address: Sivanandhapuram, Saravanampatty, Coimbatore

 Timings:
o 11 AM – 9:30 PM (Weekdays)
o 11 AM – 10:30 PM (Weekends)

Apart from these malls, there are of course various shopping complexes around
Coimbatore and if you wish to hunt for the perfect silk or Kanjivaram sarees, then you
can find those easily here.

Coimbatore is not a commercial city yet and that kind of adds to its charm. Even
if it has three shopping malls, the nightlife of Coimbatore and its various high-end
restaurants are enough to keep you going for an entire day. But if you still feel like you
belong to the hill stations, our guide of lakes in Kodaikanal and Ooty will be of real
help to you. Happy Shopping and Tripping to all the wandering souls out there.

39
 CHAPTER – IV
ANALYSIS AND INTERPRETATION

40
 CHAPTER – IV
ANALYSIS AND INTERPRETATION

4.1 INTRODUCTION
Data is collected with prepared questionnaire by arranging personnel interviews
when customers are taking their vehicle. Consider the manner of data collection adopted
the study analysed the data on a qualitative basis by decipher in individual opinion various
options collected from respective respondents are analysed separately.

For this research study primary data are collected through personal interview
method, questionnaires method, a questionnaire is used as a data collection instrument for
collecting the primary data by taking personal interview of the consumer in the Feld.

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

order on a form or set of form.

TOOLS FOR ANALYSIS:

For analyses the data presented in the sub table the appropriate statistical tools like.
 Simple percentage analyses
 Chi-square test

41
SIMPLE PERCENTAGE ANALYSIS
The percentage method is used for comparing certain feature. The collected data
represented in the form of tables and graphs in order to give effective visualization of
comparison made.

𝐍𝐮𝐦𝐛𝐞𝐫 𝐨𝐟 𝐟𝐫𝐞𝐪𝐮𝐞𝐧𝐜𝐲
𝐏𝐞𝐫𝐜𝐞𝐧𝐭𝐚𝐠𝐞 𝐚𝐧𝐚𝐥𝐲𝐬𝐢𝐬 = 𝐓𝐨𝐭𝐚𝐥 𝐧𝐮𝐦𝐛𝐞𝐫 𝐨𝐟 𝐟𝐫𝐞𝐪𝐮𝐞𝐧𝐜𝐲 𝐗𝟏𝟎𝟎

Where,
Number of Respondents = Actual Population
Total Number of Respondents = Sample Size

CHI – SQUARE ANALYSIS

All the above factor is compared with the each of the personal factors of respondents
and chi – square values are obtained with the following formula.

Where
(𝑶 − 𝑬)𝟐
𝑪𝒉𝒊 − 𝒔𝒒𝒖𝒂𝒓𝒆 = ∑ =
O = observed frequency 𝑬
E = expected frequency (Pillai & Bhagirathi, 1999).

The results of chi – square analysis is interpreted with the following principles:

42
 TABLE: 4.1.1
GENDER OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Male 40 40%

2 Female 60 60%

TOTAL 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 60% of them are female and the
rest of 40% are male
Majority (60%) of the respondent belong to female

CHART: 4.1.1
GENDER OF THE RESPONDENTS

70

60

50
Responde

40

30 60

20 40

10

0
Male Female
Gender

43
 TABLE :4.1.2
AGE-WISE DISTRIBUTION OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Below 20 years 25 25%
2 21 – 30 years 52 52%
3 31 – 40 years 14 14%
4 Above 41 9 9%
TOTAL 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 52% of them between below
20 years, 25% of them 21 – 30 years,14% of them between 31 – 40 years and the rest of 9%
are above 41.
Majority (52%) of the respondent belong to 21 – 30 years.

CHART :4.1.2
AGE-WISE DISTRIBUTION OF THE RESPONDENTS

60
50
40
30
Responde

52
20
10 25
14 9
0
Below 20 years21 – 30 years 31 – 40 years Above 41

Age -wise distribution

44
 TABLE :4.1.3
MARITAL STATUS OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Single 39 39%

2 Marriage 61 61%

Total 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 61% of them are marriage
and the rest of 39% are single.
Majority (61%) of the respondent belong to marriage.

CHART :4.1.3
MARITAL STATUS OF THE RESPONDENTS

70

60

50
Responde

40
61

30
20 39
10

0
Single Marriage
Status

45
 TABLE :4.1.4
QUALIFICATION OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 School level 23 23%
2 Under graduate 47 47%
3 Post graduate 11 11%
4 Other 19 19%
Total 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 47% of respondent are under
graduate, 23% of respondents are school level, 19% of respondents are post graduate and the
rest of 11% are other
(47%) of the respondent belong to under graduate.

CHART: 4.1.4
QUALIFICATION OF THE RESPONDENTS

50
45
40
35
30
Responde

25
20 47
15
10
5 23
0 19
11

School levelUnder graduatePost graduateOther

level of education

46
 TABLE:4.1.5
MONTHLY INCOME OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Below Rs 10,000 23 23%
2 Rs 10,000 – Rs 20,000 16 16%
3 Rs 20,000 – Rs 30,000 24 24%
4 Above Rs 30,000 37 37%
Total 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 37% of them between above Rs
30,000, 24% of them between Rs 20,000 – Rs 30,000, 23% of them between below Rs 10,000
and the rest of 16% are Rs 10,000 – Rs 20,000

(37%) of the respondent belong to income level of above Rs 30,000 in monthly income.

CHART :4.1.5
MONTHLY INCOME OF THE RESPONDENTS

40
35
30
25
20
Responde

15
10 37
5
0 23 24
16

Below 10,000 10,000 – 20,00020,000 – 30,000 Above 30,000

Monthly income

47
 TABLE :4.1.6
OCCUPATION OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Student 22 22%
2 Business 27 27%
3 Self employed 28 28%
4 Other 23 23%
Total 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 28% of self-employed, 27%
of business, 23% of other and the rest of 22% are student.
(28%) of the respondent belong to self-employed.

CHART :4.1.6
OCCUPATION OF THE RESPONDENTS

30

25
Responde

20

15 27 28
22 23
10

0
Student Business Self employed Other

Occupation

48
 TABLE :4.1.7
NATURE OF FAMILY OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Nuclear 74 74%

2 Joint 26 26%

Total 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 74% of them are nuclear and
the rest of 26% are joint.
Majority (74%) of the respondent belong to nuclear family.

CHART :4.1.7
NATURE OF FAMILY OF THE RESPONDENTS

80
70
60
50
40
Responde

30
20
74
10
0

26

NuclearJoint
Nature of family

49
 TABLE :4.1.8
AMOUNT SPEND PER VISIT OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 < Rs 500 27 27%

2 Rs 501 - Rs 1000 16 16%

3 Rs 1001 - Rs 2000 29 29%

4 > Rs 2000 28 28%

Total 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 29% of respondent spend Rs
1001 - Rs 2000, 28% of them > Rs 2000, 27% of Rs <500 and the rest of 16% is Rs 5001 –
Rs
1000
(29%) of the respondent belong to Rs 1001 - Rs 2000 amount spend per visit.

CHART :4.1.8
AMOUNT SPEND PER VISIT OF THE RESPONDENTS

35
30
25
20
Responde

15

27 29 28
10
16
5
0

< 500 501 - 10001001 - 2000 >2000

Amount

50
 TABLE:4.1.9
KIND OF SHOPPING OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Utilitarian shopper 34 34%

2 Window shopper 43 43%

3 Recreation shopper 23 23%

Total 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 43% of window shopper, 34%
for utilitarian shopper and the rest of 23% is recreation shopper.
(43%) of the respondent belong to window shopper.

CHART :4.1.9
KIND OF SHOPPING OF THE RESPONDENTS

50
45
40
35
30
25
Responde

20
15 43
10 34
5 23
0

Utilitarian shopperWindow shopperRecreation shopper

Kind of shopping

51
 TABLE :4.1.10
FREQUENCY OF VISITING OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Once in a week 29 29%

2 Once in month 40 40%

3 occasionally 31 31%

Total 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 40% of once in month, 31%
of occasionally and the rest of 29% of once in a week.
(40%) of the respondent belong to once in month of visiting.

CHART :4.1.10
FREQUENCY OF VISITING OF THE RESPONDENTS

45
40
35
30
25
20
Responde

40
15 29 31
10
5
0

Once in a week Once in month occasionally

Frequency

52
 TABLE :4.1.11
ACCOMPANY OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENT PERCENTAGE

1 Friends 34 34%
2 Relatives 27 27%
3 Family 25 25%
4 Neighbours 14 14%
Total 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 34% of friends, 27% of
relative, 25% of family and the rest of 14% of neighbours.
(34%) of the respondent belong to friend for accompany.

CHART :4.1.11
ACCOMPANY OF THE RESPONDENTS

40
35
30
25
20
Responde

15
10
5 34
0 27 25

14

FriendsRelativesFamilyNeighbours
Accompany

53
 TABLE:4.1.12
MODE OF PAYMENT OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Debit card 14 14%
2 Credit card 29 29%
3 Cash 41 41%
4 Other 16 16%
Total 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 41% of cash, 29% of credit
card, 16% of other and the rest of 14% of debit card.
(41%) of the respondent belong to cash for mode of payment.

CHART :4.1.12
MODE OF PAYMENT OF THE RESPONDENTS

45
40
35
30
25
20
Responde

41
15 29
10
5 14 16
0

Debit cardCredit cardCashOther

Payment

54
 TABLE:4.1.13
STORE VISIT / DAY OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENT PERCENTAGE

1 One store 14 14%
2 2 – 5 stores 32 32%
3 5 – 8 stores 38 38%
4 > 8 stores 16 16%
Total 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 38% of 5 – 8 store, 32% of 2
– 5 store, 16% of >8 store and the rest of 14% of one store.
(38%) of the respondent belong to 5 – 8 stores for visit per day

CHART :4.1.13
STORE VISIT / DAY OF THE RESPONDENTS

40
35
30
25
20
15
Responde

10
5
0

One store 2 – 5 store 5 – 8 store > 8 store

Visitng day

55
 TABLE:4.1.14
MOBILITY OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENT PERCENTAGE

1 car 29 29%
2 Public transport 40 40%
3 Two-wheeler 25 25%
4 Other 6 6%
Total 100 100

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 40% of public transport, 29%
of car, 25% of two - wheeler and the rest of 6% of other.
(40%) of the respondent belong to public transport for mobility.

CHART :4.1.14
MOBILITY OF THE RESPONDENTS

45
40
35
30
25
20
Responde

40
15 29
10 25
5
0 6

carPublic transportTwo-wheelerOther
Mobility

56
 TABLE :4.1.15
BUYING ACTIVITY OF THE RESPONDENTS

S.NO PARTICULAR RESPONDENT PERCENTAGE

1 Discount 18 18%

2 Extra offer 35 35%

3 1 + 1 offer 30 30%

4 Quality 17 17%

Total 100 100%

SOURCES: Primary data

INTERPRETATION
The above table shows that, out of the total respondents 35% of extra offer, 30% of
1+1 offer, 18% of discount and the rest of 17% of quality.
(35%) of the respondent belong to extra offer in buying activity

CHART :4.1.15
BUYING ACTIVITY OF THE RESPONDENTS

40
35
30
25
20
Responde

15

35
30
10 18 17
5
0
Discount Extra offer 1 + 1 offer Quality

Buying activity

57
 CHAPTER – V
FINDING, SUGGESTION AND CONCLUSION

58
 CHI-SQUARE
TABLE 4.2.1

ASSOCIATION BETWEEN THE GENDER OF THE RESPONDENT

AND BUYING ACTIVITY OF THE RESPONDENT
(HO) significant different between gender and buying activity for visiting again & again

Particular Discount Extra offer 1 + 1 offer Quality Total

Male 10 15 3 12 40

Female 8 20 27 5 60

Total 18 35 30 17 100

O E O-E (𝑶 − 𝑬)𝟐
10 7.2 2.8 7.84
8 10.8 -2.8 7.84
15 14 1 1
20 21 -1 1
3 12 -9 81
27 18 9 81
12 6.8 5.2 27.04
5 10.2 -5.2 27.04
TOTAL 100 0 233.76

59
Calculate degree of level = (R-1) (C-1)
= (2-1) (4-1)
= 1*3
= 3

(𝒐−𝑬)𝟐
Chi – Square Value =
𝑬

233.76
= 100
Chi – Square Value = 2.3376
Table Value = 7.81

CALCULATE VALUE 2.3376

TABLE VALUE 7.81
LEVEL OF SIGNIFICANCE 5%
DEGREE OF FREEDOM 3
SIGNIFICANT / NOT SIGNIFICANT NOT SIGNIFICANT

SOURCE: Compute Value

INTERPRETATION

The table showing the result of chi-square analysis for finding the significant
association between the gender and buying activity of shopping malls. The calculated value
of chi-square result was 2.3376 which is lesser than the table value 7.81, so the hypothesis
was accepted. There is no significant relationship between the gender and buying activity of
shopping malls.

60
 Table 4.2.2
ASSOCIATION BETWEEN MONTHLY INCOME OF THE
RESPONDENT AND MODE OF PAYMENT

(HO) significant different between monthly income and mode of payment

Particular Debit card Credit card Cash Other(online) Total
Below 10,000 5 7 8 3 23
10,000-20,000 3 10 2 1 16
20,000-30,000 4 7 9 4 24
Above 30,000 2 5 22 8 37
Total 14 29 41 16 100

O E O-E (𝑶 − 𝑬)𝟐
5 3.22 1.78 3.16
3 2.24 0.76 0.57
4 3.36 0.64 0.40
2 5.18 -3.18 10.11
7 6.67 0.33 0.10
10 4.64 5.36 28.72
7 6.96 0.04 0.0016
5 10.73 -5.73 32.83
8 9.43 -1.43 2.04
2 6.56 -4.56 20.79
9 9.84 -0.84 0.70
22 15.17 6.83 46.64
3 3.68 -0.68 0.46
1 2.56 -1.56 2.43
4 3.84 0.16 0.02
8 5.92 2.08 4.32
TOTAL 100 0 153.29

61
Calculate degree of level = (R-1) (C-1)
= (4-1) (4-1)
= 3*3
= 9

(𝒐−𝑬)𝟐
Chi – Square Value =
𝑬
153.29
=
100
Chi – Square Value = 1.5329
Table Value = 16.92

CALCULATE VALUE 1.5329

TABLE VALUE 16.92
LEVEL OF SIGNFICANCE 5%
DEGREE OF FREEDOM 9
SIGNIFICANT / NOT SIGNIFICANT NOT SIGNIFICANT

SOURCE: compute value

INTERPRETATION

The Table showing the result of chi-square analysis for finding the significant
association between the monthly income and mode of payment of shopping malls. The
calculated value of chi-square result was 1.5329 which is lesser than the table value 16.92, so
the hypothesis was accepted. There is no significant relationship between the monthly income
and mode of payment of shopping malls.

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 CHAPTER – V
FINDINGS, SUGGESTION AND CONCLUSION

5.1 FINDING

5.1.1 SIMPLE PERCENTAGE ANALYSIS

 Majority (60%) of the respondent belong to female

 Majority (52%) of the respondent belong to 21 – 30 years.
 Majority (61%) of the respondent belong to marriage.
 (47%) of the respondent belong to under graduate.
 (37%) of the respondent belong to above Rs 30,000 in monthly income.
 (28%) of the respondent belong to self-employed.
 Majority (74%) of the respondent belong to nuclear family.
 (29%) of the respondent belong to Rs 1001 - Rs 2000 amount spend per visit.
 (43%) of the respondent belong to window shopper.
 (40%) of the respondent belong to once in month of visiting.
 (34%) of the respondent belong to friend for accompany.
 (41%) of the respondent belong to cash for mode of payment.
 (38%) of the respondent belong to 5 – 8 stores for visit per day
 (40%) of the respondent belong to public transport for mobility.
 (35%) of the respondent belong to extra offer in buying activity

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5.1.2 CHI-SQUARE

 There is no significance relationship between the gender and buying activity of the
respondent in shopping malls.
 There is no significance relationship between the monthly income and mode of
payment of the respondent in shopping malls.

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5.2 SUGGESTIONS

Based on the analysis and interpretations, the research offers the suitable suggestions
to improve the performance of mega retail malls among the urban customer. They are

 The mall is expecting the heavy purchase and concentrating only highly
salaried person, they should also give equal priority to all shoppers.
 Most of the shopper are student’s spicily teen-age people, so they should give
importance to all age group people by using some attraction methods, so they
can improve the sales.
 It is observed that most of the malls in Bangalore are having inadequate space
for parking. This makes the four-wheeler riders to think about the competitor
store.
 Today the mall shoppers are waiting in long queue in the counters. Hence, it is
suggested can built more umber of counters especially in holidays.

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5.3 CONCLUSION

Shopping malls has been playing important role of every consumers, where they used
to purchase the products in a single place called shopping mall. Multi shops with multiband
facilities are available in the shopping mall. Availability of the products has to satisfy the
consumers, which makes them to repurchase the product. Shopping malls has to focus on the
consumer expectations and that has to be satisfied by considering the price, offers, vouchers
etc, buying behaviour of the consumer will vary from one consumer to another consume.
According to that the mall has to create the effective marketing strategy and effective
advertisement to attract more customers that may influence buying behaviour of consumers.

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 BIBLIOGRAPHY

67
 BIBLIOGRAPHY

BOOK REFERENCE

 ‘Marketing Management’ by Kotler, Keller, Koshy and Jha.13th Edition,

Pearson.
 ‘Consumer Behaviour’ by Schiffman G.L and Kanuk L.L, Prentice- Hall. Ninth
 Sharma, J., research methodology, deep and deep publication, 2007.

ARTICLE REFERENCE

 Bell, Etal “Behaviour Pattern of Shopping Malls Shoppers”, Journal of

Marketing 30 (1998), pp 46 – 49
 Carolyn, S., “Frequent Teen Buyers are Good for Business”, Discount
Retailing Today, no 39 (2000), pp18 - 23

WEBSITE

www.scribd.com

www.fortune.com

www.googlebooks.com

www.businessweek.com

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 ANNEXURE

69
A STUDY ON BEHAVIOUR PATTERN OF COMSUMERS WITH
REFERENCE TO SHOPPING MALLS IN COIMBATORE CITY
Annexure

1. Name:
2. Gender:
(a) Male (b) Female
3. Age:

(a) Below 20 Years (b) 21 – 30 Years (c) 31 – 40 Years (d) Above 41

4. Marital status:
(a) Single (b) Married
5. Academic qualification:
(a) School Level (b) Under Graduate (c) Post Graduate (d) Other(Specify)
6. Monthly income (Rs)
(a) Below Rs 10,000 (b)Rs 10,000-20,000
(c)Rs20,000-30,000 (d)AboveRs30,000
7. Occupation:
(a) Student (b) Business (c) Self Employed (d) Other(Specify)
8. Nature of family:
(a) Nuclear (b) Joint
9. How much amount do you spend per visit?
(a) Less than Rs 500 (b) Rs 501 – 1000
(c) Rs 1001 – 2000 (d)MorethanRs2000
10. How to spend your luxury time?
(a) Entertainment (b)Shopping (c) Recreation
11. Type of shoppers:
(a) Utilitarian Shopper (b) Window Shopper (c) Recreational Shopper

12. What is the frequency of visit to the shopping malls?

(a) Once in A Week (b) Once in Month (c) Occasionally
13. Whom do you accompany to visit the shopping mall?
(a) Friends (b) Relatives (c)Family (d) Neighbours
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14. How many times spend in the shopping malls?
(a) Below 1 Hour (b) 1 – 2 Hours (c) 2 – 3 Hours (d)Morthan3Hours
15. Mode of payment preferred?
(a) Debit Card (b)Credit Card (c)Cash (d) Other(Specify)
17. Number of store visit per day on the shopping mall?
(a) One (b) 2 To 5 (c) 5 To 8 (d) More Than 8
18. You visit a mall mostly for
(a) Shopping (b) Window-shopping/Hangout

(c) Shopping, Window Shopping/Hangout (d)Other (Specify)

19. Usually mobility to get into the mall ?
(a) Car (b) Public Transport (c) Two-Wheeler (d) Other(Specify)
20. Which buying activity attracted you for visiting again and again?
(a) discount (b) extra offer (c)1 + 1 offer (d) quality
26. will you suggest other to purchase for shopping mall?
Yes / No if no, why (mention the reason)
27. suggestion for future improvement:

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