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INTRODUCTION
Malls in India are a relatively new format for retailing. While this format may have existed in the Western economies for several decades, in India this phenomenon could be estimated to be only about fiften odd years old. One of the earliest large floor-area retailers in India, was "Shopper's Stop". However, the first of the current format of the malls was the Crossroads mall in Mumbai, which was established by the Piramals in period around 2000-01. Crossroads then had the highest rent per sq. meter of establishment that the vendors had to bear. Due to the exorbitant rent, Crossroads initially had a rough ride. Also, the mall format was new, and was a novelty for most Indian consumers. This led several visitors to the mall, but never converted to actual purchases, since most were visiting the place out of curiosity. However, the situation had changed drastically now. Malls seem to be springing up across several cities in India. Notable among these is Gurgaon, a upcoming city near Delhi. INDIA A Vibrant Economy & Resplendent Market 4th Largest economy in PPP terms after USA, China & Japan. To be the 3 rd largest economy in terms of GDP in next 5 years. 2 nd fastest growing economy in the world. The US $ 580 billion economy grew 8.2 percent in the year 03-04 Among top 10 FDI destinations

Stable Government with 2 nd stage reforms in place Growing Corporate Ethics (Labour laws, Child Labour regulations, environmental protection lobby, intellectual and property rights, social responsibility).

Major tax reforms including implementation of VAT. US $ 130 billion investment plans in infrastructure in next 5 years 2nd Second most attractive developing market, ahead of China 5th among the 30 emerging markets for new retailers to enter

With over 600 million effective consumers by 2010 India to emerge as one of the largest consumer markets of the world by 2010.

Five Reasons why Indian Organized Retail is at the brink of Revolution: Scalable and Profitable Retail Models are well established for most of the categories Rapid Evolution of New-age Young Indian Consumers Retail Space is no more a constraint for growth Partnering among Brands, retailers, franchisees, investors and malls India is on the radar of Global Retailers Suppliers

Looking Ahead
Many strong regional and national players emerging across formats and product categories Most of these players are now geared to expand far more rapidly than the

initial years of starting up Most have regained / improved profitability after going through their respective learning curves.

Malls in India
A decade ago not a single mall A year ago less than half a dozen Today more than 100 malls 2 years from now 300 malls

LITERATURE REVIEW
According to Philip Kotler: Retailing includes all the activities involved in selling goods or services to the final consumers for personal, non-business use. A retailer or retail store is any business enterprise whose sale volume comes primarily from retailing.

Any organization selling to final consumers whether it is a manufacturer, wholesaler or retailer is doing retailing. It does not matter how the goods or services are sold (by person, mail, telephone, vending machine or internet or where they are sold- in a store, on the street or in the consumers home.)

The word retail is derived from the French word retaillier, which means to cut off a piece or to break bulk. A retailer may be defined, as a dealer or trader who sells goods in small quantities or one who repeats or relates.

Retailing thus may be understood as the final step in the distribution of merchandise, for consumption by the end consumers. Put simply, any firm that sells products to the final consumer is performing the function of retailing. It thus consists of all activities involved in the marketing of goods and services directly to the consumers for their personal, family or household use.

Retailing consists of the sale of goods/merchandise for personal or household consumption either from a fixed location such as a department store or kiosk, or away from a fixed location and related subordinated services. In commerce, a retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells individual items or small quantities to the general

public or end user customers, usually in a shop, also called store. Retailers are at the end of the supply chain. Marketers see retailing as part of their overall distribution strategy. Shops may be on residential streets, or in shopping streets with little or no houses, or in a shopping center. Shopping streets may or may not be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Shopping is buying things, sometimes as a recreational activity. Cheap versions of the latter are window shopping (just looking, not buying) and browsing.

Retail is the final stage of any economic activity. By virtue of this fact, retail occupies an important place in the world economy. In an attempt to understand the scope of the term retail, various definitions of the term have been examined.

It is necessary to understand that in the complex world of trade today, retail would include not only goods but also services, which may be provided to the end consumer. In an age where the customer is the king and marketers are focusing on customer delight, retail may be redefined as the first point of customer contact.

There are three major types of retailing. The first is counter service, now rare except for selected items. The second, and more widely used method of retail, is self-service. Quickly increasing in importance are online shops, the third type, where products and services can be ordered for physical delivery, downloading or virtual delivery.

Even though most retailing is done through self-service, many shops offer counter service items, e.g. controlled items like medicine and liquor, and small expensive items. A large shop is called a superstore. A shop with many different kinds of articles is called a department store. Local shops can be known as brick and mortar stores in the United States. Many shops are part of a chain: a number of similar shops with the same name selling the same products in different locations. The shops may be owned by one company, or there may be a franchising company that has franchising agreements with the shop owners (see also restaurant chain). Some shops sell second-hand goods. Often the public can also sell goods to such shops. In other cases, especially in the case of a nonprofit shop, the public donates goods to the shop to be sold (see also thrift store). In give-away shops goods can be taken for free. The term retailer is also applied where a service provider services the needs of a large number of individuals, such as with telephone or electric power.

Retail Pricing
The pricing technique used by most retailers is cost-plus pricing. This involves adding a markup amount (or percentage) to the retailers cost. Another common technique is suggested retail pricing. This simply involves charging the amount suggested by the manufacturer and usually printed on the product by the manufacturer.

In Western countries, retail prices are often so-called psychological prices or odd prices: a little less than a round number, e.g. $6.95. In Chinese societies, prices are generally either a round number or sometimes a lucky number. This creates price points. Often prices are fixed and displayed on signs or labels. Alternatively, there can be price discrimination for a variety of reasons. The retailer charges higher prices to some customers and lower prices to others. For example, a customer may have to pay more if the seller determines that he or she is willing to. The retailer may conclude this due to the customer's wealth, carelessness, lack of knowledge, or eagerness to buy. Price discrimination can lead to a bargaining situation often called haggling a negotiation about the price. Economists see this as determining how the transaction's total surplus will be divided into consumer and producer surplus. Neither party has a clear advantage, because the threat of no sale exists, whence the surplus vanishes for both.

Chain stores (also called retail chains) are a range of retail outlets, which
share a brand and central management, usually with standardized business methods and practices. They are a type of business chain. Such stores may be branches owned by one company or franchises owned by local individuals or firms and operated under contract with the parent corporation. Features common to all chains are centralized marketing and purchasing, which often result in economies of scale, meaning lower costs and presumably higher profits. These characteristics also apply to chain restaurants and some service-oriented chain businesses. Some argue that the standardized products which result from such centralization are culturally detrimental; for example, chain music stores are frowned upon by some for stocking works of more popular music if they exclude less well known,

usually independent artists. Critics of chains allege that they are economically damaging to communities because they extract capital that otherwise would recirculate in the local economy with independently owned businesses. The displacement of independent businesses by chains has generated controversy in many nations and has sparked increased collaboration among independent businesses and communities to prevent chain proliferation. Such efforts occur within national trade groups such as the American Booksellers Association and Council of Independent Restaurants of America as well as community-based coalitions such as Independent Business Alliances. National entities like the American Independent Business Alliance and The New Rules Project promote these efforts in the U.S. In Britain, the New Economics Foundation promotes community-based economics and independent ownership. By 2004, the world's largest retail chain, Wal-Mart, was the world's largest corporation in terms of gross sales.

A department store is a retail establishment, which specializes in selling a wide range of products without a single predominant merchandise line. Department stores usually sell products including apparel, furniture, appliances, and additionally select other lines of products such as paint, hardware, toiletries, cosmetics, photographic equipment, jewelry, toys, and sporting goods. Certain department stores are further classified as discount department stores. Discount department stores commonly have central customer checkout areas, generally in the front area of the store. Department stores are usually part of a retail chain of many stores situated around a country or several countries.

STATEMENT OF OBJECTIVE

To analyze the present retail scenario in India To identify change in consumer behavior i.e. preference of the small retail store over the supermarket or vice versa.

To identify the retailers point of view regarding, change in sales volumes and type of services offered in this respect.

Finally to relate the above findings so as to get a comprehensive picture of where the small retail store is today and where it is headed.

RESEARCH METHODOLOGY:The research will be done to find out the scope of CHANGING CONSUMER BEHAVIOUR IN CONVENTIONAL AND MODERN RETAIL OUTLETS, in the current scenario. The study will be confined to its application in different retail stores (like departmental Stores, value stores, Brand outlets etc.). Various aspects of this contemporary management approach will be analyzed and possibilities of its effective implementation were explored with the help of consumer survey and in-depth interview of retailers.

Research Design
Research design used in this project report will be Exploratory in nature. Design of Exploratory studies is: Study the secondary sources of information. Survey of individuals who are apt to have ideas on general subject. Analysis of selected cases. Both, Primary and Secondary data will be used to perform this very task. Following will be the tasks involved in the design so as to achieve the objectives: Secondary Data analysis and a study on Sales per Sq ft. return in the store. A survey among 100 consumers was conducted to find out their preference for Store, when they go for shopping. What factors they need in the store for making shopping comfortable within store. In-depth interviews among different retailers.

The primary and secondary information was collected through different resources Information: -

Secondary Data was collected from various places like Library research, Magazines, newspaper and Internet. Primary data from the consumer survey and in-depth interviews among the retailers.

To conduct the survey and to compile my report on Changing consumer behavior in conventional and modern retail outlets, I used the questionnaire method. To collect Data for the above I conducted my survey in Malls in Delhi & NCR

THE CHOICE OF SURVEY DATA

The data required for the research have required the following characters:i) ii) iii) iv) v) vi) Accuracy Relevance Sufficiency Availability Cost effectiveness Time effectiveness

For the above reasons the way for data collection was survey data collection method. It is systemic gathering in of information form respondents for the purpose of understanding some aspect of the behavior of the population of the interest. The survey method is divided into four phases:i) ii) iii) iv) Sampling Questionnaire Design Questionnaire Administration Data analysis

Sample for Master Data:The respondents of NCR/DELHI area are targeted. These were no discrimination or choice made for the data. The respondents, which were found, were interviewed. all the respondents which had been intercepted for collecting master data become the spots for collecting observational data.

REFERENCES & BIBLIOGRAPHY

BOOKS Fundamental of Marketing; William J. Stanton Marketing Management; Kotler (Philip) Creating Customer value; Gopal K. Gureja Marketing Management; Saxena Marketing Planning for Services; Malcolm McDonald, Adrain Payne

MAGAZINE Business India: The Magazine of the Corporate World JOURNAL Journal of Marketing; November 2005 WEBSITES www.google.com www.businessworld.com www.ril.com www.mgfindia.com www.retailbiz.com