PROJECT REPORT ONCONSUMER ATTITUDE TOWARDS SHOPPING MALLS
(A COMPERIVITE STUDY OF LUDHIANA AND JALANDHAR)
Punjab Technical UniversityIn Partial fulfillment of the
requirements for the award of degree of Master of Business
Administration.Submitted to:
Submitted by
Anil soni
Arashdeep Sekhon
Lect. MBA Dept.
MBA 4th Sem.
Roll no. 81402317009
DAV INSTITUTE OF ENGINEERING & TECHNOLOGY
(KABIR NAGAR JALANDHAR) DECLARATIONI hereby declare that all the
work done in this project is original and a replica of my findings
and collection of information. It represents the detailed study of
the underlying topic and is provided as it is, without any kind of
warranties. I reconfirm all the claims made regarding the self
contribution and appraisals.
___________________
Arashdeep sekhon
CERTIFICATE OF COMPLETION BY FACULTY GUIDE
This is to certify that Arashdeep singh a student of Masters of
Business Administration, class of 2010, DAV institute of
engineering & Technology , Kabir Nagar jalandhar (regd.
No.81402317009) has undertaken Dissertation under my guidance for
project title consumer attitude towards shopping malls This project
is prepared in partial fulfillment of Masters of Business
Administration to be awarded by DAV institute of engineering &
Technology (Jalandhar)
To the best of my knowledge, this piece of work is original and
no part of this report has been submitted by the student to any
other Institute/ University earlier.
Date: Anil Soni
Place: Jalandhar Lecturer of MBA Department
DAV Institute of Engineering & Technology
ACKNOWLEDGEMENT
Before starting with my Project Report, I would like to thank
all those people without whom this project could not have been
completed in such an admirable way.
I would like to thank my Faculty Guide Mr. Anil Soni and I am
indebted to him since he guided me whenever I needed it and always
took out time from his busy schedule. He acted as a mentor whose
guidance helped me out in completing this project.
I wish to express my gratefulness to those who may have
contributed to this work, even though anonymously.
Arashdeep sekhon81402317009MBA 2008- 2010
DAV Institute of Engineering & Technology
JalandharTABLE OF CONTENTS S.No. Particulars Page No.
Chapter 1Introduction
What is shopping malls
History of shopping malls
Classification of shopping malls
Mall boom in India 6 9
Chapter 2Literature Review10 15
Chapter 3Research methodology
Objective of the study
Methodology adopted
Limitation of the study
16 18
Chapter 4Analysis of data
19 58
Chapter 5Findings and Suggestions
Findings
Suggestions
5960
Chapter 6Conclusion61
Questionnaire
62 64
Bibliography65
Chapter 1:IntroductionWhat is a shopping mall?
A shopping mall or shopping centre is one or more buildings
forming a complex of shops representing merchandisers, with
interconnecting walkways enabling visitors to easily walk from unit
to unit, along with a parking area a modern, indoor version of the
traditional marketplace.
A shopping mall is a building or group of buildings that
contains stores. The stores are connected by walkways so that
consumers can easily walk between the stores. Shopping malls can be
built in an enclosed or open-air format.
1.1 HistoryIsfahan's Grand Bazaar, which is largely covered,
dates from the 10th century. The 10 kilometer long covered Tehran's
Grand Bazaar also has a long history. The Grand Bazaar of Istanbul
was built in the 15th century and is still one of the largest
covered markets in the world, with more than 58 streets and 4,000
shops.
Gostiny Dvor in St. Petersburg, which opened in 1785, may be
regarded as one of the first purposely-built shopping malls, as it
consisted of more than 100 shops covering an area of over 53,000m2
(570,000sqft).
The Oxford Covered Market in Oxford, England opened in 1774 and
still runs today.
The Burlington Arcade in London was opened in 1819. The Arcade
in Providence, Rhode Island introduced the concept to the United
States in 1828, making it the oldest mall in America. The Galleria
Vittorio Emanuele II in Milan, Italy followed in the 1860s and is
closer to large modern malls in spaciousness. Other large cities
created arcades and shopping centers in the late 19th century and
early 20th century, including the Cleveland Arcade and Moscow's GUM
in 1890. Early shopping centers designed for the automobile include
Market Square, Lake Forest, Illinois (1916) and Country Club Plaza,
Kansas City, Missouri (1924).
An early indoor mall in the United States was the Lake View
Store at Morgan Park, Duluth, Minnesota, which was built in 1915
and held its grand opening on July 20, 1916. The architect was Dean
and Dean from Chicago and the building contractor was George H.
Lounsberry from Duluth. The building is two stories with a full
basement, and shops were originally located on all three levels.
All of the stores were located within the interior of the mall;
some shops were accessible from inside and out.
In the mid-20th century, with the rise of the suburb and
automobile culture in the United States, a new style of shopping
centre was created away from downtown.
1.2 Classification of shopping mallsIn many cases, regional and
super-regional malls exist as parts of large superstructures which
often also include office space, residential space, amusement parks
and so forth. This trend can be seen in the construction and design
of many modern supermalls such as Cevahir Mall in Turkey. The
International Council of Shopping Centers' 1999 definitions were
not restricted to shopping centers in any particular country, but
later editions were made specific to the U.S. with a separate set
for Europe.
1.2.1 RegionalA regional mall is, per the International Council
of Shopping Centers, in the United States, a shopping mall which is
designed to service a larger area than a conventional shopping
mall. As such, it is typically larger with 400,000sqft (37,000m2)
to 800,000sqft (74,000m2) gross leasable area with at least two
anchor stores and offers a wider selection of stores. Given their
wider service area, these malls tend to have higher-end stores that
need a larger area in order for their services to be profitable.
Regional malls are also found as tourist attractions in vacation
areas.
1.2.3 Super regionalA super regional mall is, per the
International Council of Shopping Centers, in the U.S. a shopping
mall with over 800,000sqft (74,000m2)[16] of gross leasable area,
and which serves as the dominant shopping venue for the region in
which it is located
1.2.4 Outlet
An outlet mall (or outlet centre) is a type of shopping mall in
which manufacturers sell their products directly to the public
through their own stores. Other stores in outlet malls are operated
by retailers selling returned goods and discontinued products,
often at heavily reduced prices. Outlet stores were found as early
as 1936, but the first multi-store outlet mall, Vanity Fair,
located in Reading, PA didn't open until 1974. Belz Enterprises
opened the first enclosed factory outlet mall in 1979, in Lakeland,
TN, a suburb of Memphis1.3 Mall boom in IndiaMall development and
boom in India is a subset of this booming retail.
The common Indians definition of the shopping mall has evolved
from. one of the earliest forms of retail prevalent in India called
the Haat and the mela , which are temporary open-air markets
generally held at a fixed site on a fixed day or at festival time.
They could probably be considered the predecessors of
shoppertainment in India. Haats (Markets) and Melas (village fairs)
still are, in rural India, markets which are also spaces for social
and cultural contact. In the Indian Avatar, shopping centers are a
cluster of stores under a common roof.
Those that are typically enclosed and also include food and
entertainment facilities are called Malls. By this definition,
large format stand-alone stores which include entertainment
facilities themselves or more commonly as store in stores are also
understood to be Malls. But for the purposes of this study the
definition provided by the International Council of Shopping
Centers (ICSC) is used. ICSC states that A shopping centre is a
group of retail and other commercial establishments that are
planned, developed, owned and managed as a single property .
It further states that malls, one of the two configurations of
the shopping centre, are typically enclosed, with climate
controlled walkways and parking in the outlaying areas.Spencer
Plaza in Chennai and Crossroads in Mumbai are considered to have
pioneered the shopping mall in its modern format. The pace of
development has been fast since then. Mall development is expected
to grow at a frantic pace in metros and mini-metros driven by the
organized retail sector and spread to 60 cities by the end of this
decade. For the Indian mass affluent, the call of the mall is
proving irresistible. The packed parking lots, busy food courts and
restaurants, crowded anchor stores and noisy gaming arcades at the
malls bear testimony to this
alluring call. The secret of the lure of the mall lies in its
mass appeal it has something on offer for everyone in the family.
The fact that a mall offers an experience and not just goods is a
major attraction. There is a wide range of shopping experiences
bargains and discounts or high-end brands for couples, gaming and
other amusement facilities for kids, a large choice of cuisines for
family meals and, of course, the multiplex theatres
In many ways, malls reflect the state of the society and act as
agents of change. A comparatively young population rising incomes
and busier lifestyles are creating space for malls in the lives of
the urban mass affluent. Leisure time is limited and a visit to the
mall can do a lot for a busy family domestic chores like grocery
shopping are taken care of and food courts and restaurants save the
bother of cooking dinner after hectic shopping, apart from keeping
children entertained. Combine this with the consumer s rising
purchasing power and his increasing focus on value proposition
rather than just price, and malls suddenly start becoming more
relevant
Malls are also becoming one-stop shops for the brand conscious.
Malls house popular destination stores like Shopper s Stop, Marks
and Spencer, Pantaloons, Big Bazaar or designer boutiques like Ritu
Kumar, Ogaan and Mona Pali. Indian and foreign brands in apparel,
consumer durables, home d cor, cosmetics, shoes, luggage, etc offer
a wide range to the consumer and spoils them for choice. For the
shopaholic, the factory outlet malls and a combination of branded
and unbranded stores in many malls offer a value proposition. The
food courts offer an excellent mix of traditional cuisine and
international brands like McDonalds or Pizza Hut, or even exotic
foreign cuisine Chapter2:REVIEW OF LITERATURE
2.1 Consumers Attitude towards Modernized
Shopping Center vs. Traditional Shopping Center
A Case Study at Khulna City
Feroz Ahmed*In his paper he observed that the customers are
beginning to like the modernized shopping centers which have the
similarities with western super market in style. But as these
shopping centers are not cheap like western super markets
therefore, they are basically attracting the middle and upper class
people of the country. Availability of various categories of goods
and freshness of those goods, interior facilities and cleanliness
of the stores have got influence in choosing these types of
shopping centers. Reputation or image of the store/shopping center
plays an important role in attracting the consumers. Besides these,
the majority of the consumers depend on traditional shopping
centers and those who are lower income group, in most of the cases
only bother about price of the product and they have only one
choice left, to visit traditional shopping centers.2.2 Malls are
too dull for India's hot-blooded shopper
Santosh Desai.
In his paper he specify about the change of markets in India.
One of the big markers of change in India has been the advent of
modern retail formats. While their current share of the overall
retail pie is pegged at only three to four per cent, the
expectation is that the entry of new players, such as Reliance and
Bharti-Walmart, will push this up dramatically.
Already, the contours of urban India are being redrawn with the
mushrooming of malls in towns big and small. We are also seeing the
beginnings of some political and social unrest, particularly
involving format that deal in agricultural produce. So is the road
to modern retail a smooth one leading to an Indian market that
looks like any other? Or is there greater complexity that needs to
be waded through?
The Indian experience so far suggests that the simplistic
evolutionist view that markets differ from each other primarily in
terms of time - has turned out to be dangerously misleading. While
some broad trends do converge, the actual trajectory of evolution
has been quite distinct in India.
The practical reason for this is structural. Poor
infrastructure, underdeveloped roads, low penetration of cars, high
real estate costs and the low manpower costs in the supply chain
combine to make the idea of large-format stores outside the main
business and residential districts seem unattractive. High real
estate costs push the malls outside the city but poor roads and low
access to automobiles make them difficult to frequent.
But the more fundamental reason is cultural. Shopping in India
has a 'hot', almost biological quality to it.The ideal shopping
environment is one that teems with life; where bargains need to be
wrenched out and quality merchandise needs hunted down.
The shopper and his or her 'eye' play a vital role. The idea of
the modern shop, as inspired by the West, is akin to a 'dead'
gallery of goods. The products are neatly stacked, lined up for the
examination of the buyer. The idea of such cool, almost clinical
inspection in an environment devoid of frenetic activity produces
anxiety rather than interest in a large segment of shoppers.
How a culture shops is part of a larger ecosystem involving the
nature of kinship ties, identity, social hierarchy and gender
relations. While a lot has been said about how new shopping formats
need to be organized in order to appeal to the shopper, the real
questions are perhaps deeper. What needs do people really fulfill
through the act of shopping and how can modern formats respond? The
new shops need new consumers. They need suburbs, housewives with
spare time and access to mobility. They need a consumer who has
begun to see shopping as a chore and is looking for greater
predictability. None of these factors applies fully in India.
India is going to be an interesting laboratory for these
questions. The structural reasons today make the momand-pop stores
a potent force. It is still possible to pick up the phone and order
a single cigarette and get it home-delivered in many parts of
India.The cultural reasons make shopping a hot-blooded pursuit
involving skill, discernment, guile and killer instinct. Shopping
in India is far too interesting for consumers to seek radically ne
w modes.
But modern formats are potent signifiers of progress. As
affluence spreads in India, their role will grow. But the winners
will be those who are able to calibrate their offer correctly and
offer consumers the sense of the new without the distance of the
alien.
2.3 MALLS AND GENERATION Y CONSUMERS: A CONSUMPTION
MOTIVATIONCraig A MartinIn his paper he specify about generation y
consumers .Although malls have been a topic of interest to
marketing researchers for at least 35 years, the attraction between
malls and Generation Y consumers has received little interest from
marketing academics. This study focuses on the attitudes that the
older segment of Generation Y consumers (19-25) have toward a mall,
and on the consumption motivation of these consumers. Key findings
include thatGeneration Y consumers are significantly more likely to
be objectively rather than socially motivated to consume. Using
regression, the findings from this study also suggest that
objective motivations to consume predict an individual consumers
perception of a shopping mall's ambience, layout, and his or her
involvement in the shopping process. Social motivations to consume
predict perceptions of a malls ambience, design, variety, and
excitement, as well as the consumer's desire to stay and intent to
return to shop at the mall. Managerial implications include using
objective information, such as price oriented promotions rather
than socially oriented or image based promotions, when trying to
attract older Generation Y consumers.
focusing on a large group of consumers perceptions of a very
prominent marketing institution, there are a number of issues that
could be explored in future research. An obvious issue focuses on
the generalizability of this research. Do the findings of this
study generalize across all older Generation Y consumers and all
malls?
Even though we found that objective motivations to consume were
significantly more likely with this cohort group, there are likely
Generation Y consumers that are socially motivated as well.
Therefore, mall managers may be able to segment this market
partially based upto consumers motivation to consume.
Hence, research that explores how other critical segmentation
variables such as race, ethnicity, income, social class, use
occasion and geographic factors such as climate and county size
influence mall perceptions could be valuable to mall and retail
managers. The perceptions of mall atmospherics that emerged from
this study also warrant attention from researchers. The Wakefield
and Baker (1998) measures of atmospherics used in this study
indicated that objective motivations to consume predicted
perceptions of ambience and layout, while social motivations to
consume predicted ambience and design. However since these scales
only ask about music volume, music type, lighting, temperature,
architectural style, decorations, colors and mall layout, there are
other atmospheric variables that should be investigated. As Turley
and Milliman (2000) note, an atmosphere is extremely complex and
can include a very large number of stimuli for consumers to
process. Turley and Millimans review of this literature also
indicates that consumers react to very small changes in the
environment even when consumers are not consciously aware of them.
Therefore how this group reacts to some other critical
environmental stimuli such as crowding, olfactory stimuli, music
tempo, signage and social areas needs to be explored. This
atmospheric related research could explore the effect changes in
the composition of a malls environment have on older Generation Y
consumers approach-avoidance behavior, spending patterns, and time
spent while in a mall.
A further application of this study concerns the preponderance
of objectively motivated shoppers in our sample. Since the
Generation Y segment is composed of a very wide age range and these
subgroups are likely to have varying attitudes and behavior due to
developmental differences (Goff 1999), an obvious issue is whether
this utilitarian trait is specific to this older group or whether
it runs throughout the entire cohort group. Due to the experiences
mall managers have had with teens in malls throughout the U.S. and
their need to install curfews, these findings may be specific to
this older group. As college students, these consumers have
entertainment options that the younger Generation Y shoppers do
not. Therefore this younger group, particularly the teenage group,
may find the mall more attractive than our sample does. However,
this notion needs to be tested. A study that measures attitudes
toward the mall of three groups, the youngest Generation Y consumer
(8-12), junior high and high school aged Generation Y consumers
(13-18), and college aged Generation Y consumers (19-25), would
indicate whether mall attitudes of shoppers of different ages are
U-shaped or display some other pattern.
Finally, the role a mall plays in the socialization process is
not clear. At present we do not know if a mall is a socialization
agent, an outcome of socialization, or both. Specifically,
socialization agents (parental and peer communication, mass media
viewing, and advertising, among others) have been shown to have
direct positive or negative influences on a variety of
socialization outcomes. These outcomes include consumer activism,
attitudes toward prices, materialism (Moschis and Smith 1985), and
attitude toward advertising (Bush, Smith and Martin 1999). While
the mall environmental perceptions examined in the present study,
including ambient, layout, design and variety perceptions, are
proposed as outcomes of socialization, the possibility exists that
these variables might also influence other important socialization
outcomes previously studied. A younger consumer's perception of
mall excitement or mall ambience could logically influence his or
her materialistic views or price sensitivity. Future research
should focus on identifying where, exactly, the shopping mall has
its greatest impact in the consumer socialization process.
2.4 Perceived shopping mall image
C.D.DesaiIn his research he specify the image of shopping malls
.Marketing research on image historically is mainly focused on
retail store and its ability to project a distinctive identity or
personality in comparison with its competitors (Martineau, 1958).
According to Martineau (1958), the store image is defined as the
way in which the store is defined in the shoppers mind. According
to Kunkel and Berry (1968) image may be defined as discriminative
stimuli for an actions expected reinforcement. Specifically, retail
store image is the total conceptualized or expected reinforcement
that a person associates with shopping at a particular store. They
go on to say that an image is acquired through experience and it
thus learned. (Lindquist, 1974). Previous researches quoted that
store image is complex in nature and is consists of a mix of
tangible of functional factors and intangible or psychological
factors that influence the consumer perception (Lindguist, 1974).
In 1974, Lindguist completed an extensive review of store image
literature and developed a list of consumers perceived Store image
attributes which contributed by the following nine attributes and
23 components of these nine attributes.
CHAPTER 3: RESEARCH METHODOLOGY.
3.1 Objectives of study:
To know whether there is any difference between the people who
visits shopping mall of Jalandhar and Ludhiana regarding age , sex
, income , qualification , profession , marital status. To know
what consumer perceive about the quality of product while visiting
shopping malls. To know what consumer perceive about the price in
shopping malls. To know that what consumer feel about the sales
executives in shopping malls. To know which is better shops or
shopping malls. To know which the factors are which attract
consumers to visit shopping mall?
3.2 RESEARCH METHODOLOGY
SAMPLE SIZE: The sample size is of 100 respondents who visit
shopping malls . 50 respondents from Jalandhar and 50 from
Ludhiana..
SAMPLING TECHNIQUES: Technique of judgmental sampling has been
used. UNIVERSE: The universe of this study is cities of Ludhiana
and jalandhar.
TARGET POPULATION: The target population varied from 15 to 65
years of age.
RESEARCH DESIGN: Exploratory research design has been used in
this study.
INFORMATION ACQUIRING TECQNIQUES: Information has been collected
using both primary and secondary sources of information.
DATA RECORDING: The collected data has been stored in Microsoft
word for convenience in analyzing it.
DATA ANALYSIS AND INTERPRETATION: The recorded data has been
analyzed and interpreted for fulfilling the objectives of our
study.
TEST: Chi square test is applied to check the results.Scope of
studyThe population of Ludhiana and Jalandhar visits shopping
malls. 3.3 LIMITATIONS OF THE STUDY
The study is not free from systematic bias. The reason for this
is that all the individuals initially included in the sample did
not respond to the questionnaires.
The sample size is too small that it is not able to cover all
the people visiting shopping malls
The cities are big and only some part is covered under the
project Time constraint is also one of the major limitations that
arise during the survey.
Chapter4: DATA ANALYSIS Question 1 = to find weather there is
any significant difference between gender and the people visiting
shopping malls. The research was conducted on respondent whose sex
group is specified below
Male ------ 60%
Female ---- 40%
Fig. 1GenderLudhiana Jalandhar Total
Male 322860
Female 182240
Total 5050100
Chi square test
H 0= there is not significance difference between the two cities
regarding gender of the people visting shopping malls.
H1= there is significance difference between the two cities
regarding gender of the people visting shopping malls.
Gender LDH observed(O)LDH (E)O E O E2O E2/E
Male323024.125
Female 182024.2
Gender JAL (O)JAL (E)O E O E2O E2/E
Male 283024.125
Female 222024.2
Total .650
Chi square test
Calculated 2 = O E2/E = .650
Degree of freedom = 1
Table value = 3.84 (at .05 level of significance)
Inference = significantFrom the above analysis, it is found that
the calculated value is less than table value i.e null hypothesis
is accepted. Result is there is not significance difference between
the two cities regarding gender of the people visiting shopping
malls.
Question 2 = to find whether there is any significant difference
between marital status and the people visiting shopping malls.
The research was conducted on respondents and marital status is
specified below
Married 32%
Unmarried 68%
Fig. 2Marital statusLudhiana Jalandhar Total
Married 181432
Unmarried 323668
Total 5050100
Chi square test
H 0= there is not significance difference between the two cities
regarding marital status of the people visiting shopping malls.
H1= there is significance difference between the two cities
regarding marital status of the people visiting shopping malls.
Marital status LDH observed(O)LDH (E)O E O E2O E2/E
Married181624.125
Unmarried 323424.2
Marital statusJAL (O)JAL (E)O E O E2O E2/E
Married 141624.125
Unmarried 363424.2
Total .650
Chi square test
Calculated 2 = O E2/E
= .650
Degree of freedom = 1
Table value = 3.84 (at .05 level of significance)
From the above analysis, it is found that the calculated value
is less than table value i.e null hypothesis is accepted.
Result is there is no significance difference between the two
cities regarding gender of the people visiting shopping malls.
Question 3 = to find whether there is any significant difference
between age and the people visiting shopping malls.
The age group of the respondent in years is specified below
15-30 70%
30-45 20%
45-60 10%
Fig. 3
Chi square test
H 0= there is no significance difference between the two cities
regarding age of the people visiting shopping malls.
H1= there is significance difference between the two cities
regarding age of the people visiting shopping malls.Age Ludhiana
Jalandhar Total
15 30 343266
30 45 121022
45 60 4812
Total 5050100
Age LDH observed(O)LDH (E)O E O E2O E2/E
15 30 343311.030
30 45 121111.090
45 60 4624.666
Age JAL (O)JAL (E)O E O E2O E2/E
15 30 323311.030
30 45 101111.090
45 60 8624.666
Total 1.572
Chi square test
Calculated 2 = O E2/E
= 1.572
Degree of freedom = 1
Table value = 3.84 (at .05 level of significance)
Inference = significant
From the above analysis, it is found that the calculated value
is less than table value i.e null hypothesis is accepted.
Result is there is no significance difference between the two
cities regarding age of the people visiting shopping malls.
Question 4 = to find whether there is any significant difference
between qualification and the people visiting shopping malls.
The qualification of the respondent is specified below
School level- 17%
Under graduate- 33%
Graduate- 28%
Post graduate- 22%
Fig. 4
Chi square testH 0= there is no significance difference between
the two cities regarding qualification of the people visiting
shopping malls.
H1= there is significance difference between the two cities
regarding qualification of the people visiting shopping malls.
Qualification Ludhiana Jalandhar Total
School level71017
Under graduate141933
Graduate 161228
Post graduate 13922
Total 5050100
Qualification LDH observed(O)LDH (E)O E O E2O E2/E
School level7924.444
Under graduate 141739.529
graduate 161424.285
Post graduate 131124.363
Qualification JAL (O)JAL (E)O E O E2O E2/E
School level10911.111
Under graduate 191724.235
graduate 121424.285
Post graduate 91124.363
Total 2.615
Chi square test
Calculated 2 = O E2/E
= 2.615
Degree of freedom = 3
Table value = 7.815 (at .05 level of significance)
From the above analysis, it is found that the calculated value
is less than table value i.e null hypothesis is accepted.
Result is there is no significance difference between the two
cities regarding qualification of the people visiting shopping
malls.
Question 5 = to find whether there is any significant difference
between profession and the people visiting shopping malls.
The profession of respondent is specified below
Serviceman - 23%
Student-36%
Business / self-employed- 21%
House wife-20%
Fig. 5
Chi square test
H 0= there is no significance difference between the two cities
regarding profession of the people visiting shopping malls.
H1= there is significance difference between the two cities
regarding profession of the people visiting shopping malls.
Profession Ludhiana Jalandhar Total
Service man101323
Student 142236
Business man/self employed15621
House wife 11920
Total 5050100
Profession LDH observed(O)LDH (E)O E O E2O E2/E
Service man101224.333
Student 1418416.888
Business man/self employed15114161.45
House wife 111011.1
Profession JAL (O)JAL (E)O E O E2O E2/E
Service man131211.083
Student 2218416.888
Business man/self employed6115252.27
House wife 91011.1
Total 6.112
Chi square test
Calculated 2 = 6.112Degree of freedom = 3
Table value = 7.815(at .05 level of significance)
Inference =not significant
From the above analysis, it is found that the calculated value
is less than table value i.e null hypothesis is selected.
Result is there is no significance difference between the two
cities regarding profession of the people visiting shopping
malls.
Question 6 = to find whether there is any significant difference
between income and the people visiting shopping malls.
The monthly income of the respondents is specified below
Less than 10000- 8%
10000-20000-38%
20000-30000-34%30000-50000-13%
More than 50000-7%
Fig. 6Income Ludhiana Jalandhar Total
Less than 10000358
10000 20000191938
20000 30000181634
30000 50000 6713
More than 50000437
Total 5050100
Income LDH observed(O)LDH (E)O E O E2O E2/E
Less than 100003411.25
10000 200001919000
20000 30000181711.058
30000 50000 6711.142
More than 5000044000
Income JAL (O)JAL (E)O E O E2O E2/E
Less than 100005411.25
10000 200001919000
20000 30000161711.058
30000 50000 77000
More than 500003411
.25
Total 501.08
Chi square test
H 0= there is no significance difference between the two cities
regarding income of the people visiting shopping malls.
H1= there is significance difference between the two cities
regarding income of the people visiting shopping malls.
Calculated 2 = 1.08
Degree of freedom = 4
Table value = 9.488(at .05 level of significance)From the above
analysis, it is found that the calculated value is less than table
value i.e null hypothesis is selected. Result is there is no
significance difference between the two cities regarding income of
the people visiting shopping malls.
Question 7 = why did the respondents prefer to visit shopping
malls?
1) Status symbol
2) More variety at single place
3) Inspired by friends
4) Free from traffic hazards 5) Any other
The result given by respondents is analyzed and the results are
17 % of respondents say that it is status symbol that they visit
shopping malls48% of respondents say that there is more variety at
single place so they visit shopping malls
7% of respondents say that they are inspired by friends to visit
the shopping malls21% of respondents say that they feel free from
traffic hazards so they visit shopping malls
7% of respondents have other reasons to visit to shopping malls
1 = Status symbol
2 = More variety at single place
3 = Inspired by friends
4 = Free from traffic hazards
5 = Any other
Fig. 7Question 8 = why the respondent say about quality of
products in shopping malls?1) High
2) Low The result given by respondents was analyzed and the
results are
73% of respondents say that they get high quality products and
services
27% of respondents say that they get medium quality products and
services
Fig. 8
Chi square test
H0 = the customer find low quality products in shopping
malls
H1 = the customer find high quality products in shopping
malls
Quality Observed value
High 73
Low 27
Calculated 2 = 21.16
Degree of freedom = 1
Table value = 3.84(at .05 level of significance)
From the above analysis, it is found that the calculated value
is greater than table value i.e null hypothesis is rejected Result
is the customer find high quality goods in shopping malls
Question 9 = what did the respondents feel about the price of
products in shopping malls?
1) High
2) Low
The result given by respondents was analyzed and the results
are
79% of respondents say that they get products and services on
high prices.21% of respondents say that they get products and
services on low prices.
Fig. 9Chi square test
H0 = the customer find products on low prices in shopping
malls
H1 = the customer find products on high prices in shopping
malls
Quality Observed value
High 79
Low 21
Chi square test
Calculated 2 = 33.64
Degree of freedom = 1
Table value = 3.84(at .05 level of significance)
From the above analysis, it is found that the calculated value
is greater than table value i.e null hypothesis is rejected.
Result is the customer find products on high prices in shopping
malls
Question 10 = what did the respondents feel about the service of
sales executives?
1) Satisfied
2) Unsatisfied
The result given by respondents was analyzed and the results
are
65% of respondents say that they feel satisfied from the
services of sales executives.35% of respondents say that they feel
unsatisfied from the services of sales executives
Fig.10Chi square test
H0 = the customers are not satisfied from sales executives in
shopping malls
H1 = the customer are satisfied from sales executives in
shopping malls
Satisfaction levelObserved value
Satisfied 65
Unsatisfied 35
Chi square test
Calculated 2 = 9
Degree of freedom = 1
Table value = 3.84(at .05 level of significance)
From the above analysis, it is found that the calculated value
is greater than table value i.e null hypothesis is rejected
Result is the customers are satisfied from sales executives in
shopping malls
Question 11 = is there any benefits provided to the respondents
by visiting shopping malls again and again?
1) Yes
2) No
The result given by respondents was analyzed and the results
are
68% of respondent said that they got benefits by visiting a
particular shopping mall again and again.32% of respondent said
that they do not got any benefits by visiting a particular shopping
mall again and again.
Fig.11Chi square test
H0 = the customers did not got benefits by visiting a particular
mall again and again
H1 = the customer got benefits by visiting a particular mall
again and again
Benefits Observed value
Yes 68
No 32
Chi square test
Calculated 2 = 6.48Degree of freedom = 1
Table value = 3.84(at .05 level of significance)
From the above analysis, it is found that the calculated value
is greater than table value i.e. null hypothesis is rejected
Result is the customer got benefits by visiting a particular
mall again and againQuestion 12 = if yes than which are the
benefits provided to respondents by visiting shopping malls again
and again?
1) Discounts
2) Free gifts
3) Any other
The result was analyzed and the results are
58% of respondents say that they got discounts on purchases.
36% of respondents say that they got gifts.
8% of respondents say that they got some other benefits.1 =
Discounts
2 = Free gifts
3 = Any other
Fig.12Question 13 = did the respondents find shopping mall a
good place for family outing?
1) Yes
2) No
The result was analyzed and the results are
78% of respondents say that shopping malls are good place for
family outing.
22% of respondents say that shopping malls are not good place
for family outing.
Fig.13Chi square test
H0 = the customers did not find shopping malls a good place for
family outing
H1 = the customer find shopping malls a good place for family
outing
Good place for outingObserved value
Yes 78
No 22
Chi square test
Calculated 2 = 31.36Degree of freedom = 1
Table value = 3.84(at .05 level of significance)
From the above analysis, it is found that the calculated value
is greater than table value i.e null hypothesis is rejected
Result is that the customer find shopping malls a good place for
family outing.Question 14 = did the respondent find shopping mall
better than shops?
The given result was analyzed and the result is
83% of respondents find shopping malls better than shops.
17% of respondents did not find shopping malls better than
shops.
Fig.14Chi square test
H0 = the customers did not find shopping malls better than
shops
H1 = the customer find shopping better than shops
Good place for outingObserved value
Yes 83
No 17
Chi square test
Calculated 2 = 43.56
Degree of freedom = 1
Table value = 3.84(at .05 level of significance)
From the above analysis, it is found that the calculated value
is greater than table value i.e null hypothesis is rejected
Result is that the customer find shopping malls better than
shops.Question 15 = which are the reasons that respondents find
shopping malls better than shops?1) Variety at one place
2) Quality products
3) Easy to find/ compare product at same place
4) Fast and good service
5) Effective CRM (customer relationship management)
The data was analyzed and results are27% of respondents find
shopping malls better than shops because they got variety at one
place
23% of respondents find shopping malls better than shops because
they find quality products
16% of respondents find shopping malls better than shops because
it is easy to find/ compare product at same place
13% of respondents find shopping malls better than shops because
they got fast and good service
21% of respondents find shopping malls better than shops because
they find Effective CRM (customer relationship management)1 =
Variety at one place
2 = Quality products
3 = Easy to find/ compare product at same place
4 = Fast and good service
5 = Effective CRM (customer relationship management)
Fig.15Question 16 =which are the factors other than shopping
attracts respondents to visit shopping malls?
1) Food courts for family
2) Gaming zones for children 3) Good source of exploring
market
4) a nice time pass to recreate The data collected was analyzed
and the results are33% of respondents say that they are attracted
towards malls because of food courts for family
8% of respondents say that they are attracted towards malls
because of gaming zones for children
42% of respondents say that they are attracted towards malls
because of good source of exploring market
17% respondents say that they are attracted towards malls
because they find shopping mall a nice time pass to recreate.1 =
Food courts for family
2 = Gaming zones for children
3 = Good source of exploring market
4 = a nice time pass to recreate
Fig.16Chapter 5: FINDINGS & SUGGESTIONS.5.1 Findings People
visit shopping malls because they find variety at single place and
status symbol and free from traffic hazards are other reason of the
people to visit shopping malls Most of the people find high quality
goods in shopping malls
Most of the people find high prices in shopping malls
Most of the people are satisfied by the service provided by
sales executives
Most of the people find shopping malls a good place for
outing
Most of the people find shopping malls better than shops because
they find variety, quality and effective customer relationship
management
Good source of exploring market and food courts are factors
which attract people towards shopping malls.
There is no significance difference between the gender and the
people visiting shopping malls of the two cities. There is no
significance difference between the age and the people visiting
shopping malls of the two cities. There is no significance
difference between the qualification and the people visiting
shopping malls of the two cities. There is no significance
difference between the income and the people visiting shopping
malls of the two cities. There is no significance difference
between the marital status and the people visiting shopping malls
of the two cities. There is no significance difference between
profession and the people visiting shopping malls of the two
cities5.2 SUGGESTIONS
There should be one employee who attends at least five customers
in shopping malls.
The shopping malls should provide benefits to old age customer
so that they visit again and again. Smoking zones and Spittoons
should be there in shopping malls. PVR and food courts are the
factors which attract customers so emphasis should be given on food
courts and other recreation activities. Recharge facilities should
be there in shopping malls for mobiles and other services.Chapter
6: CONCLUSIONAfter conducting survey and analyzing data it can be
concluded that people are satisfied visiting shopping malls and
there are factors like quality of products, variety at single
place, food courts which attracts people to visit shopping malls
weather they find products and services on high prices. People like
to visit in shopping malls because quality is there and
satisfaction is there from sales executives also. People find
shopping malls better than shops because there are varieties of
products and it is easy to find and compare the products at one
place. The comparison of the two cities was done and it can be
concluded that there is no difference regarding gender, age,
marital status, qualification, income and profession of the people
visiting shopping mall of both the cities. QUESTIONNAIRE
I, Arashdeep Sekhon, student of MBA 4th semester of DAVIET,
Jalandhar, am conducting a survey on CUSTOMER ATTITUDE TOWARDS
SHOPING MALLS for the fulfillment of final research project. I
would be extremely thankful if you fill the following
questionnaire. I hereby declare that the information collected
through this survey will be kept confidential and will be used only
for the educational purpose.
RESPONDENT PROFILE
Name- _______________________
Location- ____________________
1. Sex group
a) male b) female
2. Marital status
a) Married b) unmarried
3. Age group
a) 15-30 b) 30-45
c) 45- 60 d) more than 60
4. Qualification
a) School level b) Under graduate
c) Graduate d) Post graduate
5. Profession
a) Service man b) Student
c) Business/self-employed d) House wife
e) Any other
6. What is your monthly income in rupees?
a) Less than10000 b) 10000- 20000
c) 20000-30000 d) 30000-50000
e) More than 50000
Please tick at the appropriate option:-
7. Why you prefer to visit shopping malls?
a) Status symbol b) more variety at single place
b) Inspired by friends d) free from traffic hazards
e) Any other
8. What do you say about quality of product provided in shopping
malls?
a) High b) Low
9. What do you say about prices of products in shopping
malls?
a) High b) Low
10. What did you feel about service of sales executives?
a) Satisfied b) Unsatisfied
11. Is there any benefits provided to you by visiting a
particular mall time and again?
a) Yes b) no
12. If yes then which are the benefits provided to you?
a) Discounts b) gifts
b) Any other
13) Do u find shopping malls a good place for family outing?
a) yes
no
14) Why does u find shopping malls better than shops?
a) Variety at one place b) Quality products
c) Easy to find/ compare product at same place d) Fast and good
service
e) Effective CRM (customer relationship management)
15) What other factors attract your family to shopping
malls?
a) Food courts for family b) Gaming zones for children
c) Good source of exploring market d) a nice time pass to
recreate
Bibliography
Indian journal of marketing volume XXXVI September 2007Indian
journal of marketing volume XXXVIII April 2008
www.proquest.com
http://www.google.co.in/#hl=en&source=hp&q=SHOPPING+MALLS&aq=f&aqi=g10&aql=&oq=&gs_rfai=&fp=44832512ea036a4dhttp://en.wikipedia.org/wiki/Shopping_mallhttp://www.megamalls.in/http://proquest.umi.com/pqdweb?nocfc=1
www.daffodilvarsity.edu.bd/.../13=%20Feroz%20Ahmed=13.pdf65
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