A PROJECT REPORT ON PRE -LAUNCH MARKET RESEARCH OF RETAIL MALL and CASH & CARRY WHOLESALE in CHHATISGARH REGION UNDER GUIDANCE OF PROF VERENDRA VERMA In partial filfillment of requirement of the degree of MBA In Sikkim manipal university (Marketing) Learning centre- AAdharshila Sikshan Sang jaistambh chowk Raipur(C.G) Sikkim Manipal university April 2012 1 | Page
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A PROJECT REPORT
ON
PRE -LAUNCH MARKET RESEARCH OF RETAIL MALL and CASH & CARRY WHOLESALE in CHHATISGARH REGION
UNDER GUIDANCE OF PROF VERENDRA VERMA
In partial filfillment of requirement of the degree of MBA
In Sikkim manipal university
(Marketing)
Learning centre- AAdharshila Sikshan Sang jaistambh chowk Raipur(C.G)
Sikkim Manipal university
April 2012
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ACKNOWLEDGEMENT
It gives me great pleasure in acknowledgement the invaluable assistance extended to me by various person in the successful completion of the project.
I express my sense of independence gratitude to the Prof. Virendra verma faculty member of Adharshila sikshan sang Jaistambh chowk Raipur.Who guided and encouraged me from time to time for the successful completion of this project report.
My humble thanks to my all the professors for guiding me during the two months training as my training mentor.
I am also thankful to Mr. GAURAV ARORA, who guided and helped us in all possible ways they could, at every stage of the project.
I would also like to thank all the Executives & Staff member attached to ECHT Conglomerate Raipur who provided me all the relevant information and their kind support, on the basis of which this report has been prepared.
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DECLARATIONI Mr. Abhishek Mishra hereby declare that the project report entitled is the record of authentic work carried by me during the academic year 2012 in ECHT conglomerate
This project is the result of original research work carried by me and the same has not been previously submitted for any examination of this university or any other university.
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BONAFIDE CERTIFICATECertified that this project report title PRE -LAUNCH MARKET RESEARCH OF RETAIL MALL and CASH & CARRY WHOLESALE in CHHATISGARH REGION,is the bonafide work of Abhishek Mishra, who carried out the project under my supervision
SIGNATURE SIGNATURE
Head Of department Faculty incharge
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Examiners CertificateThis is to certify that Abhishek Mishra Student of MBA IV Semester Sikkim Manipal university, learning centre Raipur has submitted the project report entitled PRE -LAUNCH MARKET RESEARCH OF RETAIL MALL and CASH & CARRY WHOLESALE in CHHATISGARH, for the partial fulfillment of the award of MBA IV semester and has completed this project in scheduled time .
We approve the sincere work done on this project and project report.
Internal Examiner External Examiner
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EXECUTIVE SUMMARY
MALL MANAGEMENT
Mall management has been identified as a critical factor for the success of malls and the industry across the world retail. Mall management broadly includes mall positioning, zoning, tenant mix, promotions/Marketing and facility/finance management.
Currently, the Indian retail market lacks designated mall management firms. Large real estate developers and retail chains either have their own mall management arms operating as subsidiaries or have contractual agreements with international property consultants. Till recently, mall management was limited to facility management by a majority of developers in India, leading to gaps in mall management practices. Given the high future supply of malls and increasing competitiveness within the Indian retail market, developers must correctly address these gaps to ensure success.
About 70% of those who have expansion plans said they prefer malls over high streets for their expansion, indicating the rising demand for malls as the preferred destination of organized retail in India. Moreover, about 65% of those who preferred malls over high streets also said that mall management is expected to become the deciding factor for a mall’s success in the future
Following challenges to the Indian retail market: lack of quality locations shortage of trained staff rising rental values mall management
The first three concerns can be classified as external factors, whereas mall management is internal.
External factors are common to all players in the Indian retail industry, whereas mall management is specific to individual malls. We anticipate that the success of Indian malls will not only be achieved by housing the biggest and the best mix of retailers, but also by setting up new standards and procedures in mall management that will provide a platform to differentiate its products and services from competitors.
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What is Mall Management?
Globally, mall management broadly includes:
positioning a mall zoning – formulating the right tenant mix and its placement in a mall promotions and marketing facility management – infrastructure, traffic and ambience management finance management
Positioning a Mall :
Positioning a mall refers to defining the category of services offered based on demographics, psychographics, income levels, competition in neighbouring areas and extensive market research of the catchment. For example, if the market research indicates that the average number of households living in a particular area belongs to the upper middle class, then a high-end retail mall would suit the location. An example of this practice can be seen in the upcoming malls, Select City Walk in LAL GANGA PVT. LTD. COLORS MALL NH43 DHAMTARI ROAD PACHPEDI NAKA RAIPUR (C.G)
We believe that these retail developments are prime examples of good mall positioning. These malls have been specifically designed after an extensive market research, based on the catchment area of RAIPUR. The malls provide high-end luxury products catering to the elite class (socio-economic classification A and B consumers) residing in RAIPUR.
Positioning also refers to the location of the shopping mall. A good location defined in terms of factors like ease of access via roads, good visibility, etc. is considered as one of the prime prerequisites for a mall. Although other activities such as trade/tenant mix can be revisited or redefined, the location remains fixed, making it an imperative factor for a mall.
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Zoning:–
Tenant mix refers to the combination of retail shops occupying space in a mall.
A right tenant mix would form an assemblage that produces optimum sales, rents, service to the community and financiability of the shopping mall venture. Zoning refers to the division of mall space into zones for the placement of various retailers. A mall is dependent on the success of its tenants, which translates to the financial feasibility of the tenant in the mall. Generally, there are two types of consumers visiting malls – focused and impulse buyers. The time spent by focused buyers in malls is relatively lower compared with impulse
buyers who also enjoy window shopping. There is little that retailers can do to attract focused buyers as they usually know what they require and from where. However, right tenant mix and optimum retailer placement after a diligent zoning exercise can help retailers attract both types of consumers, especially the impulse buyers. Formulating the right tenant mix based on zoning not only helps attract and retain shoppers by offering them multiple choices and satisfying multiple needs, but also facilitates the smooth movement of shoppers within the mall, avoiding clusters and bottlenecks. This helps influence shoppers’ mall preference and frequency of visits. It also helps in building a distinct image in the minds of shoppers, which is critical considering the robust upcoming supply of malls. The selection of the right anchor tenant plays a crucial role in establishing a good tenant mix. The anchor tenant is defined as the largest occupier in a mall in terms of square feet. Vanilla retailers cluster around the anchor and feed off the shopping traffic it generates.
The successful execution of the zoning exercise for a mall is carried forward through lease management on an ongoing basis. Forging good leases with retailers is an essential part of ensuring the presence of the right retailers in a mall. COLORS MALL RAIPUR Chhattisgarh is an example of a successful mall led by good zoning and tenant-mix mall management practices.
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Promotions and Marketing:-
Promotional activities and events in a mall form an integral part of mall management. Activities like food festivals, handicraft exhibitions and celebrity visits increase foot traffic and in turn sales volumes. Organising cultural events has time and again proved vital in attracting consumers to a mall. Such activities may also act as a differentiator for a mall. Developers can work on drafting marketing strategies for individual malls to meet the needs of the local consumer base and the challenges of local, and in some cases, regional competitors. Ansal Plaza, the first mall in Delhi, is an example of a successful mall led by good promotions and marketing mall management practices.
Facility Management:-
Facility management refers to the integration of people, place, process and technology in a building. It also means optimal utilisation of resources to meet organisational needs. It broadly includes infrastructure, ambience and traffic management.
a. Infrastructure Management – Infrastructure management refers to the management of facilities provided to the tenants within the mall. This includes provision of adequate power supply, safety issues in case of emergency and miscellaneous issues related to signage, water supply, sanitation, etc.
These form an integral part of mall management as they are the basic amenities that any tenant would look for in a mall. Infrastructure management also includes risk management issues such as essential safety measure asset liability and environmental audits as well as emergency and evacuation training.
b. Ambience Management – The overall shopping experience provided for consumers becomes an important factor for the success of any mall. Ambience management includes management of parks, fountains and overall look of the mall. A mall is not just a place for shopping but is also a place where people spend their leisure time. In favourable, lush green landscaping with seating facilities and the presence of food and beverage inside or outside the mall can increase foot traffic.
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Traffic Management –
Traffic management includes managing foot traffic into the mall and parking facilities. Foot traffic management involves crowd management inside the operational area of a mall. The flow of people is related to the design of the mall and the spatial distribution of its tenants. For example, a star-shaped mall tends to have a problem of crowding in the centre of the mall, as everyone has to pass through the centre while moving from one side to the other. Circular malls, on the other hand, would not have this problem. They tend to have better pedestrian flow and less congestion. Managing parking facilities includes provision of ample parking and manoeuvring of cars in the parking lot. Inorbit Mall in Malad, Mumbai is an example of a successful mall led by good facility management practices.
Finance Management:
Professional financial management of a mall as a business venture is a must. Mall management also covers financial management, which involves monitoring and controlling of various issues such as:
Cash receipts and collection of income including rentals, service charges, car park receipts, electricity and other utility income
Developing accounting systems to track the ageing of debts, payment delay patterns, bad debts and payment of all invoices and expenses
Developing standard financial templates so that a detailed annual property budget is prepared at times, organising resources to deliver an efficient and effective annual external audit.
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COLORS Mall
COLORS Mall is apogee of lifestyle distinction, it offers not only unprecedented scale in term of its size but also an experience of unparallel retail mix combine with the entertainment and leisure attraction that will change the concept of shopping mall experience. COLORS MALL RAIPUR is going to bring first entertainment and food & beverage format destination in central india.with the catchment area around mall comprises of 7 lakh residents in the 3 km radius its very approachable and convenient. The mall will offer wide range facilities including international and domestic retail brands. Anchor stores, Hypermarket, three screen multiplex cinema, Restaurants and Coffee shop, Food court, Fitness and Wellness center, Gaming zone, etc. With 2 basement level, the mall also has more than 250 car parking space and offer amenities such as wide atrium spaces, high speed elevators and escalators, multiple entry/exits. With state of art facilities for shopping, entertainment, food, fitness and luxury brand shopping it is true entertainment ‘Destination Mall’.
About The Raipur City:
Raipur is the capital city of Chhattisgarh, India. referred as the "rice bowl of India . The city is the administrative headquarters. In 2011, Raipur had population of 4,062,160 of which male and female were 2,048,856 and 2,013,304 respectively. There was change of 34.65 percent in the population compared to population as per 2001.
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Site for Shopping Mall‐ COLORS MALL NH43 DHAMTARI ROAD PACHPEDI NAKA RAIPUR (C.G)
This Mall is situated at the many residential colonies, hospitals and commercial,institutes of the city which connects the city in following four ways:
1. GE road2. Ring raod
Nearby Main Schools & Colleges:Primary and Secondary Education
Chhattisgarh Board of Secondary Education The Central Board of Secondary Education (CBSE) board The Council for the Indian School Certificate Examinations (ICSE) board.
Universities/Deemed Universities
Hidayatullah National Law University Indian Institute of Management Raipur Indira Gandhi Agricultural University National Institute of Technology Raipur Pt. Ravishankar Shukla University C.G. Aayush State Medical University
Main Hotels & Restaurants:1. Hotel BABYLON INTERNATIONAL2. Hotel GRAND INTERNATIONAL3. Hotel MAYURA4. Hotel SIMRAN HERITAGE
Shopping centre and Entertainment centre Name Multiplex
All the housing colonies & residential complexes are situated in 1‐3 KM radius.
Government Administration Buildings:1. Collectorate2. Chattisgarh police head quater3. Rajbhawan4. Chief minister house
Main Hospitals:1. Aurobindo hospital2. Ramkrishan hospital3. Swami narayan hospital
The Mall which has to build on the site is very beneficial because it’s a one stop entertainment for all. As stated above, the site is situated at the neraby residential and institute of the city, all the needy persons of best entertainment,
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shopping & with testy food with change has gone mad about this in span of time, after opening of Mall.
Need for the study:-
Nowadays, retail sector is grooming day by day, and it also has a very bright future for the upcoming generations. Today every people want to go to that sector which is been in demand and which has a large amount of growing capacity in future, and the retail sector is one of them.
Since the Raipur city is not been comparable with the metro cities. The mall is going to bring the first and only the destination of entertainment and food & beverage format in the city need to be new concept, because 5-6 malls are already exist in the city. However, the city is in growing stage, and it will be a great honour for me to move ahead in the retail sector in Raipur city. It will be a good opportunity for a person to continue the work in the growing sector like retail in the developing city.
Objectives:
1. To understand the profile of local residents with reference to Mall culture.
2. To understand the shopping behaviour, pattern & habits of the customers .
3. To assess the needs, requirements and expectations that people have from the local area in terms of shopping and entertainment
4. To evaluate the concept acceptability of a shopping mall in Raipur.
Scope of the study:-
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Demographic Scope of the study:-
Raipur City: -In 2011, Raipur had population of 4,062,160 of which male and female were 2,048,856 and 2,013,304 respectively. Raipur has a reported literacy rate of 72%, higher than the national average of 59.5%; male literacy is 78%, and female literacy is 65%. 13 percent of the population is under 6 years of age.
To find out the expectation of local people in respect of mall culture
To find out the missing brand in Raipur.
To find out response of retailer in respect of malls.
To understand the shopping behaviour and entertainment habits in malls.
PROFILE OF COMPANY
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ECHT Conglomerate
ECHT is an end to end Mall Concept Management Company with focus on Retail & Real Estate. ECHT basically comes in as a hand-holding advisory company and manage the entire spectrum of any project including but not limited to Mall Conceptualization, Mall Positioning, PMC, Marketing, Leasing, Brand Building, Asset & Facility Management, Mall management, Etc. Echt Conglomerate, come at a green field or brown field stage in Mall development & takes it to the operations level & beyond. We are more of an “In-house Advisory Team” to the Developer / investor, than a bunch of ConsultantsECHT follow the philosophy of “Retail is Detail". Our eye for detail in every segment can be understood with the amount of interest we take in every segment of the development.
AREA OF EXPERTISE Pre Launch Mall Management Expertise Hospital & Education Consultancy Hotel & Resort Consultancy Retail & Residential Sale & Leasing Franchisee Development Cash N Carry & Logistics FDI funding and Investments Telecommunication Infrastructure Entertainment Formats & Adventure Sports Food & Beverage Consultancy
MALL MANAGEMENT
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ECHT is an end to end Mall Concept Management Company with focus on Retail & Real Estate. ECHT basically comes in as a hand-holding advisory company and manage the entire spectrum of any project including but not limited to Mall Conceptualization, Mall Positioning, PMC, Marketing, Leasing, Brand Building, Asset & Facility Management, Mall management, Etc. Echt Conglomerate, come at a green field or brown field stage in Mall development & takes it to the operations level & beyond. We are more of an “In-house Advisory Team” to the Developer / investor, than a bunch of Consultants
ECHT follow the philosophy of “Retail is Detail". Our eye for detail in every segment can be understood with the amount of interest we take in every segment of the development.
Some of ECHT prominent ones are: Pre Project Planning Mall Conceptualisation PMC Mall Marketing and Leasing Mall and Facility Management
Colors mall Rama Magneto Mall Bilaspur Magneto Mall Raipur NRK Mall Indore Palm Square Bhopal City Centre Ujjain Empire Mall Jabalpur Aakash Mall Kota Bindal Mall Jamshedpur Korba City Centre
Educational and Hospitality Consultancy
Market research and Project conceptualization. Feasibility reports Joint venture Management contract New Business Development Sale and Leasing Option
Clients
Fortis Escorts Hospitals Columbia Asia Pvt. Ltd Mayur Hospital & Research Centre Zulekha Hospitals Dubai & Sharjah(upcoming in Nagpur) GEMS International
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Hotel Consultancy
Outright Purchase of existing Properties Joint venture and leasing Management contract with reputed groups Marketing Tie- ups New Hotel development and its allied services Boutique hotel Initiative and development Heritage hotel development
Franchise Consultancy
ECHT provide end to end franchising consultancy Develop turnkey franchising/Licensing program Review and articulate business strategy Develop business plans & franchising modules Conduct market and financial feasibility studies Source business partners, Licensees & Franchisees Evaluate and recommend franchisees/Licensees Recommend the fee structure of franchising. Ascertain value of the franchising/Licensing business Develop or review the Operational Manuals Review franchising/Licensing agreement Restructure & train your existing franchise network Develop or review the metrics to monitor performance Fund Assistance for Franchisee setup
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*Companies with whom we are currently working*
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COLORS MALL RAIPUR (Chattisgarh).
COLORS MALL RAIPUR, is apogee of lifestyle distinction, it offers not only unprecedented scale in term of its size but also an experience of unparallel retail mix combine with the entertainment and leisure attraction that will change the concept of shopping mall experience. The mall will offer wide range facilities including international and domestic retail brands. Anchor stores, Hypermarket, four screen multiplex cinema, Restaurants and Coffee shop, Food court, Fitness and Wellness center, Gaming zone, Corporate zone, and. With 2 basement level, the mall also has more than 250 car parking space and offer amenities such as wide atrium spaces, high speed elevators and escalators, multiple entry/exits. With state of art facilities for shopping, entertainment, food, fitness and luxury brand shopping it is true entertainment ‘Destination Mall’.
The Developers: Lalganga builder is promoting the present project Colors Mall at Raipur. . As stated earlier lalganga builder has diversified business profile. All the group member of the companies are performing very well and they have strong financials to support.
Detail of Companies are stated below:
"Lalganga Builders Pvt. Ltd." a Pioneer name of Chhattisgarh in the field of Civil Construction. The lagacy of Lalganga Builders has been started by Mr.hukumchand jain(Patwa) in the year 1991, with a great vision of providing world class commercial & residential destination to the people of Raipur. All of his visions wew ably supported by Mr.Ashok Kumar Jain, Mr. Kamal Chand Jainand Mr.Lalit Kumar Jain.
Civil construction business is main business of Patwa Family which is conducted through partnership firm like M/s Patwa Builders, M/s Lalganga Builders, M/s Lado Builders in which members of Patwa Family are partner and Lalganga Builders (P) Ltd.,is a closely held private limited company, in which members of Patwa Family are directors. Majority of share holding is held by members of patwa Family as a whole has completed many residential and /or commercial complex in the raipur City.
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The first project undertaken by the firm was Lalganga Apartment. The commercial cum residential complex was constructed at M.G. Road, Raipur in 1992.
Many other projects are-:
Colors mall
Lalganga city mart
Lal ganga midas
Lalganga mall
Lalganga vihar
Lalganga shopping mall
Ekta enclave
VISION
The lalganga’s basic and the primary vision are as under. To acquire land,building or estate by purchase, exchange,leaseor hire. To develop or operate land,building any estate or interest in. To determine the tenure or description or any right over or connected with
land and building so situated including agriculture land,farms,gardens and any estate or interest there in.
To contract,develop or to turn the land and building as may seem expedient by constructing reconstructing altering improving improving decorating furnishing and maintaining offices ,rooms, flats, houses,restaurant,market,shops,workshops.Mills,factories,warehouses, cold storage,wharves,godowns,hotels , hostels,gardens, swimming pools ,play grounds, buildings, works and conveniences of all kinds.
To deal with selling leasing hiring or disposing of expedient lands and buildings.
To manage land and building, properties whether belongings to firms or not and providing and refreshment. Attendance light , waiting rooms, reading room, meeting room , electric and other convenience commonly provided in flats suits and residential and business unit.
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To act as a architect, consultant, designer, developer, builder , contractor, estate agent, dealer in every type of building requisites and material.
RESEARCH METHODOLOGY
Methodology for a study like this is the most important part. The method of study adopted by me is totally is to increase and to gather the more information regarding this project. The major emphasis in such studies is on the discovery of the ideas and fruitful relevant information. As such the research design appropriate for such studies must be flexible enough to provide opportunity for considering different aspects of a problem under study.
METHODS OF DATA COLLECTION
A.PRIMARY DATA:-1. Survey method
This method was adopted because it helped in securing detail information from a sample of respondents. The information received from the respondents is recorded on a form called the Questionnaires and Interview (face to face). This is only method to measure attitude and motivation directly.
Primary Source:-a) Studentb) Employed
Self Employed Private Employed Government Employed
Secondary Source:- HEAD OFFICE ( ECHT Conglomerate & COLORS MALL) INTERNET PAPER AND RECORDS.
The data collected from the above mentioned sources helped me in getting
information about the brief history of ECHT Conglomerate & COLORS MALL.
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RESEARCH INSTRUMENTS
Questionnaires Observation
i) Observation: - The survey was done in the local premium areas of RAIPUR cityAREA WHERE SURVEY IS CONDUCTED PANDRI MARKET GOLBAZAR MARKET LAXMI MARKET SADAR MARKET CITY CENTRE MALL MAGNETO MALL CITY 36 MALL DIVENDRA NAGAR
ii) Questionnaire: - The survey questionnaire had done in two forms, i.e. the Awareness of Mall and the other is the Shopping Behaviour of Local Residents in RAIPUR city.
SAMPLING PLAN:-
Sampling Size:
1) Total observation study: 200 respondent
2) The sample size of Student was: - 110 students respondents
ii) The sample size of Employed was: - Government Employee, Private Employee , Self Employee- 80 employees respondents
iii) The sample size of Housewives was: - Local Housewives – 10
Sampling method: Simple Random Sampling
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Area of survey: RAIPUR CITY (Chhatisgarh)
OBJECTIVE OF THE STUDY
Basically the objective of the study was twofold, on the researchers part, it was gain a practical exposure of the management theories in the field of marketing with the combined aim of getting two year POST GRADUATION DIPLOMA IN MANAGEMENT.On the company’s part the objective was“Market Survey of
COLORS MALL.
1) To understand the profile of local residents with reference to Mall culture.
2) To understand the shopping behaviour, . pattern & habits of the customers.
3) To assess the needs, requirements and expectations that people have from the local area in terms of shopping and entertainment
4) To evaluate the concept acceptability of a shopping mall in Raipur.
It is widely accepted that theory broadens ones thinking and helps in idea generation. But practical and practices indicates the feasibility of their idea and how far theory can be applied in a situation successfully.
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CONCEPTUAL BACKGROUND
PRE -LAUNCH MARKET RESEARCH OF RETAIL MALL and CASH & CARRY WHOLESALE in CHHATISGARH REGION
The information related to the objectives of the study i.e. A personal interview with localise people of Raipur with the help of questionnaire was selected as the method of collecting information regarding my objectives of the study. The questionnaire was used in Raipur to facilitate tabulation and analysis of data was designed for segment customer.
The questionnaire was prepared by me and I was also filled questionnaire myself while interviewing the retailer. I used to go every places of the city .For interview as far as those language were used which they can understand clearly; such as Hindi & English. This is a comprehensive master plan of the study undertaken, given a general statement of the method used and procedure followed.
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Introduction
Data Collection Method
Data Source
Research Instrument
Sampling Plan
GRAPHICAL ANALYSIS & INTERPRETATION
ANALYSIS AND INTERPRETATION:-
A survey with sample size 200 is conducted on randomly basis in different part of Raipur to take the help of ECHT Conglomerate.
REASERCH METHODLOGY
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METHODOLGY
INTRODUCTION
Marketing Research is a process of collecting and analyzing marketing and ultimately to arrive at a certain conclusion. ECHT Conglomerate is a concern which is marketing the Colors Mall having different brands Thus a survey method of marketing research is essentially exploratory in mature Thus
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a survey method of
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NMarketing research is essentially exploratory in nature Thus I opted fo “Questionnaire” method for conductive survey about the marketing of Color Mall though public in Raipur
Importance of marketing Research
Marketing Research have its importance not only for consumer market; it also effectively to the retailers. The use of marketing research in consumer market may be explained on the basis of following services by it:-
DATA COLLECTION METHOD
Since the study is exploratory in nature. A personal interview with individual was aid of questionnaire was selected as the method of obtaining data the questionnaire used in Raipur to facilitate tabulation and analysis of data were designed for public of the local market. Field experience showed that listing the respondents to the questionnaire failed to touch upon certain parameters and it was found necessary to let the respondents have free had and let the
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designed information filter lengthy discussion, through some aspects of questionnaire adequately touch upon. For interview as far as those languages were used which they can understand clearly; such as Hindi & English. The researched used to stand in front of the randomly chosen retail outlet. This is a comprehensive master plan of the study undertaken, given a general statement of the method used and procedure followed. Since the study is both exploratory and descriptive in nature. A personal interview with individual with each individual with the help of questionnaire was selected to obtain data.
Data source: - The various source of information broadly divided in 2 categories.
(a) Primary source:-Source from where first hand information are gathered directly are
called primary source and information thus collected is called primary data. In case of the above study the primary source was local public.
(b) Secondary source:-The data that are collected for anther purposes are already existing
somewhere is called secondary data. With regard to my study the secondary sources where records of the company.
Magazines and Papers.InternetCompany’s Brochures
DATA COLLECTION METHOD
The following methods are widely used for collection data.
1) Survey method.2) Observation method.
In the above–mentioned method. Survey and observation method was mainly used for the undertaken topic. Survey method was mostly used for
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collection of data through personal interview with the help of a framed questionnaire in case of retail outlets such as general store, Grocery shop, sweet shop , pan shop, restaurants and some others. As far as retailers are concerned besides survey. Observation method was also used to get data by watching the retailer.
RESEARCH INSTRUMENT:-In this regard an instrument refers to means by which research is
conducted.In this case of the entire respondents questionnaire was used.
SAMPLING PLAN:
The samples were on judgment and convenience. A sample size of 200 respondents was taken. The sampling unit was public of Raipur for which this sample size was considered a fair representative of the above – mentioned area. The sample consisted of retailers spread over the entire area of the distributor.
For analysis & interpretation of data the research used:-
No of respondentPercentage = X 100
Total No of respondents
DATA PRESENTATION, ANALYSIS&
INTERPRETATION
Awareness about Colors mall
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Aware Not Aware
36 64
0
10
20
30
40
50
60
70
aware
not aware
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Face to Face Study
employes housewife student0
10
20
30
40
50
60
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Employes Housewife Student
40 5 55
Missing in Raipur
Entertainment shopping food0
10
20
30
40
50
60
70
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Entertainment Shopping Food
64 11 25
Expectation from mall
High Low Doesn’t Effect
61 5 34
61%
4%
35%
high low doesn’t effect
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Service Attract in Mall
Entertainment fashion food
54 35 11
Entertainment fashion food 0
10
20
30
40
50
60
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Preferable Days
Weekdays Weekends
30 70
weekdays
weekends
0
10
20
30
40
50
60
70
Series1
Series1Axis
Title
Change in lifestyle39 | P a g e
Yes No
66 34
yes
no
0 10 20 30 40 50 60 70
Time Spent By Localities
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Entertainment Fashion Food
58 38 4
entertainment fashion food0
10
20
30
40
50
60
Series1
Money Spent By Localities
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Entertainment
Fashion
Food
64 32 4
entertainmentfashion
food
0
10
20
30
40
50
60
70
Series1
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Mode of Transport
2Wheeler Auto Car
66 7 27
2wheeler auto car0
10
20
30
40
50
60
70
Series1
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Shopping preferred
Mall City market
60 40
mall
city market
0
10
20
30
40
50
60
Series1
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Frequency Of Visit In week
Entertainment Apparel Food
Less Frequency
53 2 10 35
Entertainment Apparel Food Less Frequency0
10
20
30
40
50
60
Series1
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Frequency Of Visit In 15-20 days
Apparel Entertainment Food Less Frequency
7 24 23 46
apparel entertainment food less frequency0
5
10
15
20
25
30
35
40
45
50
Series1
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Frequency Of Visit In Month
Apparel Entertainment Food Less Frequency
65 11 7 17
apparelentertainment
foodless frequency
0
10
20
30
40
50
60
70
Series1
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Key Analysis and Findings
Missing In Raipur City
According to survey
There is a high demand of Entertainment related sections such as : -
In mall Water park
Model anker
Open theatre
Pubs , night club, archestra
There is also demand related to Food & Beverages such as : -
Mc donald
Pizza hut
Kfc
Chowpati
There is some demand of Branded Stores such as : -
Shopper stop
Spencer
SUGGESTIONS/CONCLUSION
48 | P a g e
The above study elicits the fact that of ECHT Conglomerate should introduced some changes in its Mall Culture in malls of Raipur.
1. A healthy relationship should be develop by the company Executive
with the retailers.
2. Company should adapt new mall entertainment culture which is unique
in all across India.
3. Should be make good ambience in malls.
4. Company should be bring new brand in Raipur and where people also
waiting for reputated brand.
5. Company should adapt new promotion strategy and also should organise events in mall which will helpful to create attraction to the mall.
I, ______________________________, student of SIMCA, Pune, would like to take a market survey of Raipur(C.G.). The information would be purely confidential and subject to the city survey report
1. Name & Age Group: 15-20 21-25 26-30 31-40 40-50 51 and above
4. Are you aware of Colors Mall: (tick one or more)
o Word of mouth
o Hoardings
o Newspaper
o Magazines
o Internet
5. According to you, what is missing in Raipur: (tick one or more)
o Branded Store (Arrow, Nike, Reebok, Levis, Etc.)
o Food Chain (Eg. Pizza Hut, McDonalds, Haldiram, etc.)
o Restaurant
o Movie Hall / Multiplex
o Game Zone
o Others (Please Specify) ___________________________________________________
o Bargaining Bazaar in Mall
o Pubs
6. Expectation from Mall: (tick one or more)
o High
o Low
o It doesn’t effect
7. Which services will attract you more to the mall: (tick one or more)
o Entertainment
o Food & Beverages
o Fashion & Accessories
8. Your preferred days to come to the Mall: (tick any one)
o Weekdays
o Weekends
9. Will there be any change in your lifestyle with the mall coming up in your city: (tick any one)
51 | P a g e
I, ______________________________, student of SIMCA, Pune, would like to take a market survey of Raipur(C.G.). The information would be purely confidential and subject to the city survey report
10. Name: Gender :
11. Age Group: 15-20 21-25 26-30 31-40 40-50 51 and above