MALLS

THE MODERN URBAN PHENOMENA
Group 13

Primary Research Objective To determine the drivers behind the success of the ´mall cultureµ in India. . why people frequent them and the impact of them on the general population.

Secondary Research Objectives ‡ To determine consumers motivation for visiting malls ‡ To determine the customers expectations from mall ‡ To determine customers attitudes and behaviors towards malls .

Research Methodology Exploratory Research to indentify drivers. parameters and variable Collection of Secondary data Primary Data Collection ‡Screening Questionnaire ‡Main Questionnaire ‡Sampling Plan PRO SRO 1 SRO 2 SRO 3 Gap Analysis Create Report and Present Findings Draw Inference and Conclusions inline with each SRO Data Analysis Field Work .

Survey Questionnaire (1/3) .

Survey Questionnaire (2/3) .

com/viewform?formkey=dENzQ3ZrbURfVXlfZVpyRUpmT2hVWHc6MQ .Survey Questionnaire (3/3) https://spreadsheets.google.

Demographics Gender Age occupation Income 72 respondents .

Customer shopping data Number of visits per month Whom do you go with most often ? When do you mostly visit ? Time spent at the mall .

Customer data Commute time to mall Means of transport used Amount spent per visit Mode of payment .

Overwhelming majority say that malls are welcome addition Malls are a welcome addition ! Average prices at malls are higher ! .

Cross Tab Analysis: Even though people perceive that prices are higher . they still frequent them .

Hanging out with friends and eating out are the primary activities that people indulge in Activities preferences in mall Others Electronics Always Groceries Most of the time Hangout with Friends Sometimes Rarely Shopping for Apparel Never Eating Out Watch Movies 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% .

Ambience is the most important factor for malls .

3000 between Rs.500 to Rs.Cross tab analysis Is time spent at the mall related to average amount spent? Amount spent per visit \ Time spent per visit more than Rs.836 for 6 degrees of freedom The associated p-value is 0.1500 less than Rs.0457 .1500 to Rs.3000 between Rs. we get the value as 12.500 1-3 hrs 0 8 34 9 Less than 1 hr 1 0 8 8 More than 3 hrs 0 1 3 0 By running a chi-square test.

879 P-value : 0.007158 .1500 less than Rs.500 to Rs.465 P-value : 0.3000 between Rs.1500 to Rs.3000 between Rs.Cross tab analysis Do women spend more than men ? more than Rs.500 female male 0 1 3 6 8 37 3 14 Degrees of freedom : 3 Chi-square value : 1.69 Do women spend more time at the mall than men ? Less than 1 hr 1-3 hrs More than 3 hrs Female male 1 16 10 41 3 1 Degrees of freedom : 2 Chi-square value : 9.

Thank You .

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