Project On Shopping Mall

A PROJECT REPORT ON MARKET RESEARCH OF SHOPPING MALLS
Submitted by:Group: S.Y.M.B.A. 2007-2008 Submitted to:K.S. School of Business Management Gujarat University Ahmedabad.
K. S. School of Business Management - 1-
Name Rahul Mishra Sneha Bhavsar Arva Dholkawala Jimesh Gajjar Kinjal Gandhi Dhara Khakhar Parthesh Laheri Neha Pandey Prashant Parmar Dhara Patel
Roll no 2053 2079 2085 2086 2087 2098 2100 2110 2112 2114
NAME OF THE FACULTY GUIDE: - MRS. MALA SHETH SIGNATURE FACULTY:OF
K. S. School of Business Management
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Acknowledg ement 2. Introduction of Retail Industry 3. History 4. Types of shopping centers 5. General terminology regarding malls 6. Basic requirement Approvals required for construction 7. 7 Ps of Marketing Product Price Place Promotion People Physical Evidence Process Management 8. Worlds 10 biggest malls 9. About malls Malls in India Vs Malls In China Malls in Ahmedabad Malls profile Growth of malls World mall v/s Indian mall Future plans
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10. Market Research (Age group 21 to 50 years.) Research plan Questionnaire Analysis 11. Market Research (Age group above 50 years.) Research plan Questionnaire Analysis 12. Suggestions 13. Limitations 14. Conclusion 15. Bibliography 16. Webography
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An Acknowledgement is something which is so often over looked by people who read a project best to us this is something very important, an integral part of this project as this expresses our heart felt gratitude towards all K. S. School of Business Management - 5-
those people who helped us during the course of this project & in the end helped us give it the form as seen today. It is true that world out side name of a time is different from what we have perceived. Similarly it is possible that the theoretical knowledge is not only aim of our career , getting practical knowledge is also an important thing, which is not possible without support , guidance, motivation & inspiration provided by different person. Hence, our project bears the imprints of many people. We are greatly indebted to Mrs. SARALA ACHUTAN, the director of K.S School of Business Management, who gave us the valuable opportunity of involving ourselves in such project assignment. We would like to thank Mrs. MALA SHETH for her support & immense help. There are many people out side the college premises who give their valuable time for our project. We would like to thank them also. MR. AKASH , General Manager , Gallops mall MR. RAKESH , Store Manage , Big Bazaar ,S. G. road Branch And special thanks to MR. MITESH MEHTA from U.S.A for providing some data and web sites Related to the topic.
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Retail Sector in India: Issues and Prospects

Retail, according to Concise Oxford English Dictionary, is the sale of goods to the public for use or consumption rather than for resale. Retailing is derived from the K. S. School of Business Management - 7-
French word 'retailer' meaning breaking bulk' and breaking bulk quantities into smaller sellable units. Usually, a retailer buys goods or products in large quantities from manufacturers or importers, whether directly or through a wholesaler, and then sells individual items in small quantities to the general public or end users. The world over the retail sector has grown rapidly with increasing sophistication and modernization of the life-style of households and individuals and with increasing globalisation of trade; India has begun to cater up rather astonishingly rapidly.
An Overview of Indian Retail Sector

The retail sector has helped in giving strong impetus to overall economic growth as a significant driver of the growth of service sector, which contributes as mush as 54 per cent of GDP. It has strong backward and forward linkages with other sectors like agriculture and industry through stimulating demand for goods and through mass marketing, packaging, storage and transport. Moreover, it creates considerable direct and indirect employment in the economy. Also, the consumers have benefited in terms of wide range of products available in a market.
Components of Retail Sector

The major components of the retail sector are: K. S. School of Business Management - 8-
Food and Grocery, Fast Moving Consumer Goods (FMCGs), Consumer Durables, Apparel, Footwear, Watches, Jewellery, and Health and Beauty products, etc. The anatomy of the retail market has shown that the clothing and textiles constitutes 39 per cent of the organised retail pie, followed by food and grocery, which accounts for 11 percent of the total retail market.
However, according to the survey conducted by KPMG for Federation of Indian Chamber of Commerce and Industry (FICCI), among these, the food and grocery is expected to witness the fastest growth followed by clothing as the second-fastest growing segment.
Key Players in the Retail Sector
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The main players in the sector are classified as big corporate houses, dedicated brand outlets and multi-brand outlets. Some of the market leaders are:
Corporate Houses: Tatas (Tata Trent), RPG Group (Food World, Health & Glow),
ITC (Life Style), Rahejas (Shoppers Stop), Hiranandani (Haike)

Dedicated Brand Outlets: Arrow, Nike, Reebok, Zodiac, etc. Multi Brand Outlets: Vijay Sales, Apana Bazar, Viveks etc. Manufacturers/ Exporters: Pantaloons, Bata, Weekender etc. Among these, the formats like supermarkets (e.g. Food Bazaars) have the
highest potential for growth in India followed by hypermarkets (e.g. Big Bazaar, Spencers).
Rural-Urban Share in Retail Sector

A distinctive feature of organised retailing in India is that it is largely an urban phenomenon. Organised retail has been more successful in metro cities, so in the south and west of India . The reasons for this regional variation range from differences in consumer buying behaviour to cost of real estate and taxation laws. Nonetheless, the case for Indian retailers to explore rural markets is strong. Factoring the size of the rural population and agricultural income growth in rural India, the rural market is certainly an opportunity for retailers with an innovative retail proposition. A clear indicator of this potential is the current share of rural market across major categories of consumption.
[The survey conducted by KPMG for Federation of Indian Chamber of Commerce and Industry (FICCI).]
Growth and Future Prospects

With the economy growing at a robust rate at near 8 per cent, the retail sector has also been witnessing notable growth due to an unprecedented consumption boom. The multiple factors driving this boom are: First, favourable demography with roughly 60 per cent of the total population below 30 years of age group. And higher disposable incomes of young middle class consumers due to employment in IT, management and increasing number of working women, Change in consumption pattern with high aspiration levels. The AC Nielsen Online Omnibus Survey 2005 has rated India in the highest category of Aspiration Index (especially in consumer durables segment) in Asia along with China, Indonesia and Thailand.
Growth in Major Retail Segments

1. Food and Grocery The food industry is the largest growing industry after the clothing segment. According to the FICCI study, the size of the food and beverages industry is Rs 3, 58,000 crore. The FICCI has urged the government to have pro-active approach for helping the industry to achieve the lower cost, quality improvement and better performance in the competitive environment.
2. FMCG (Fast Moving Consumer Goods) K. S. School of Business Management - 12-
In the last couple of years, the FMCG segment has grown at a rapid pace, especially due to increasing number of big FMCG outlets like Big Bazaar. The products, which have shown significant growth in rural markets, are toothpaste, hair oils and shampoos. Shampoo sales, in rural areas have gone up by 30.8 per cent as compared to just 11 per cent in urban areas. 3. Consumer Durables The size of the Indian consumer goods industry is at around Rs 20,000 crore. After three years of buoyant performance, the consumer durable industry has shown a moderate growth (in terms of production) of 13.6 per cent during the period AprilJanuary 2006 as compared to 14.8 per cent over the corresponding period in the previous year (Ministry of Statistics and Programme Implementation).
Investment in Indian Retail Sector

According to the KSA Technopak Retail Summit 2005, investment in the Indian retail sector is estimated at Rs 2000 crore to Rs 2,500 crore in the next two to three years and over Rs 20,000 crore by the end of 2010. Large Indian corporate houses like Tata, Reliance, Raheja, ITC, Bombay Dyeing, etc.Have continued to show interest in huge investments in organised retailing.
About Indian Retail Market

Given the robust growth observed in various retail segments, the current scenario of the Indian retail sector is certainly bright and promising. However, there are number of issues which need attention:
1. Foreign Direct Investment (FDI)

According to FDI proponents, some of the major benefits of opening up the retail sector are: Employment generation, Competitive environment resulting in price and quality advantage to consumers, Expansion of manufacturing base and foreign investment, Reward to farmers if direct purchase of produce from farmers and, Better standard of living to meet rising aspiration levels of middle and highermiddle income class.
2. Unbalanced Growth
The key is in slicing the relevant customer segments and developing appropriate formats. If the specific needs of consumers are recognised, there would be a considerable market expansion, which would divert a part of retail business to rural areas and help in reducing rural-urban imbalance.
Real Estate: Availability and High Costs

The most crucial infrastructural problem of modern retail development is the availability of quality retail space in India. The preferred form of retail real estate acquisition is through long-term leases in India. Few retailers prefer a mix of owned and leased real estate space and some own it.
Currently, the total retail mall space, as shown in the chart above, is 22 million sq.ft. and is expected to be at around 90 million sq. ft. by the end of 2007, a huge increase of 309 per cent.
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The antecedents of the modern shopping center were the ancient agoras and medieval piazzas of European cities. The industrial revolution of the 19th century produced the department store but made cities crowded and dirty, and the desire to improve life by moving away from the city gave birth to the suburb and shopping mall.
1842 Andrew Jackson Downing described English "Landscape Gardening"
with "curvilinear" layouts in his Cottage Residences book, and inspired his disciples such as Frederick Law Olmsted and Calvert Vaux to improve city life with parks and gardens.
1888 The electric streetcar developed in Richmond VA made possible "streetcar
suburbs"
and
decentralized
commercial
centers.
Baltimore streetcar on Roland 1898 Ebenezer Howard in Britain published To-morrow: A Peaceful Path to Real Reform on garden cities to escape the industry and crowding of large urban centers, led to the building of Letchworth.
Line cottages in Birds Hill at Letch worth
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1916 Chicago architect Arthur Aldis persuaded wealthy residents of Lake Forest,
Illinois, and investors such as Cyrus H. McCormick, Jr., to form the Lake Forest Improvement Trust to build Market Square, an integrated shopping complex of 28 stores, 12 office units, 30 apartments, gymnasium, clubhouse and landscaping.
1928 Don M. Casto opened Grandview Avenue Shopping Center in Columbus,
Ohio, with 4 supermarkets and 20 other stores and parking for 400 cars. Grandview became a model for the auto-accessible strip mall.
1930 Strawbridge & Clothier department store in Philadelphia built a branch store
at Suburban Square in Ardmore on the Main Line. In many cities, department stores became the leading force in building suburban shopping centers.
1935 Greenbelt, Maryland, was built by the New Deal as a planned community
including stores, but not organized as a shopping center.
1938 Silver Spring Shopping Center in Silver Spring, MD, was an early neighborhood center of 19 stores anchored by a grocery store and the Silver Theatre, with an off-street parking lot, designed by John Eberson. shopping center for the Boston area, designed by Kenneth Welch as a village green with stores surrounding a 100-ft. landscaped central open area.
1947 The North Shore Center opened near Beverly MA to serve as a regional
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1950 Northgate opened near Seattle on April 21, the first regional shopping center
defined as a "mall." Anchored by a Bon Marche department store, it provided 800,000 sq. ft. for stores arranged in a linear pattern along a 44-foot wide pedestrian walkway, or "mall" that would become the center spine of all future regional shopping centers. The word came from the British game of pall-mall, or "ball and mallett" combining elements of croquet and golf, played since the 1500s on a wide fairway green.
Northgate in 1950 from History Link

1950 The drive-in grew in popularity as cars and suburbs shifted population away
from center cities; the Campus Drive-In near San Diego State University featured a 50-foot-high neon majorette.
1951 Valley Plaza opened as the first shopping center designed to be built near major freeways, anchored by a Sears store, located in the rapidly growing suburbs of the San Fernando Valley north of Los Angeles.
Lakewood ca. 1952 from Mid Cities
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1956 Victor Gruen's 95-acre two-level Southdale Center Mall opened Oct. 8 in
Edina, MN, near Minneapolis, the first fully enclosed shopping center, with a constant climate-controlled temperature of 72 degrees, inspired by the design of the Galleria Vittoria Emanuele designed and built by architect Giuseppe Mengoni 1865-77 in Milan, Italy. In Maryland, James Rouse opened in October the Mondawmin Mall west of Baltimore.
South dale in 1956 from MHS

1957 International Council of Shopping Centers was founded with a membership of
36. The first chairman of the ICSC Board was Leonard L. Farber who had developed suburban strip centers from his New York company headquarters. Albert Sussman was elected the ICSC president 1958-86.
1959 Burdick Mall opened in Kalamazoo, a downtown pedestrian mall designed by
Victor Gruen who believed shopping centers could revitalize declining urban centers in the United States. The USIA selected Kalamazoo as the All-American City for 1959 with a traveling exhibit in Europe. The success of the Burdick Mall inspired a national craze for downtown pedestrian malls.
1963 Stanley H. Durwood became the father of the multiplex movie theater when
he opened two side-by-side theaters with 700 seats at Ward Parkway Center in Kansas City; he went on to lead AMC Entertainment to become the third-largest movie theater company in the nation.
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1964 Ghirardelli Square opened in San Francisco in renovated chocolate factory
buildings from 1893, one of the first urban specialty malls. The Fulton Street downtown pedestrian mall opened Sept. 1 in Fresno, California, "a pedestrian oasis with its fountains, cascades, pools, brooks and excellent sculptures was admired by architects around the world." (UNHCR)
1967 South Coast Plaza opened in Orange County's South Coast area, grew to175
shops with 6 department stores and 2,000,000 sq ft after expansion in the 70s including theme restaurants such as the 20th Century Limited Dining Car Restaurant and Station Saloon.
1968 Montgomery Mall opened as the first regional shopping center in the
Washington DC area, followed by Tysons Center in 1969, Landover Mall in 1972 that was reborn in late 70s as "the first successful black shopping mall in suburbia" (Kowinski p.160). Other DC malls included Springfield Mall, Lake Forest Mall in Gaithersburg, Fair Oaks Mall in Fairfax, and White Flint in 1977 in North Bethesda MD.
1969 For the city's 200th anniversary, the San Diego City Council approved an
urban renewal study with a downtown shopping center that became Horton Plaza, designed by Jerde Architects in 1975 and built by Ernest Hahn, opening in 1985, with a United Artists seven-screen movie theater.
1970 John Portman in Atlanta designed and built the Hyatt Regency, one of the
first urban "megastructures" with large open interior lobby and shopping complex.
1972 After 20 years of steadily expanding construction, the United States had a
total of 13,174 shopping centers.

1973 The Hahn Co. built the Parkway Plaza shopping center in El Cajon that
included a three-screen United Artists theater (closed in 1989).

1974 Westminster Mall opened south of Los Angeles, the last regional mall built
with a huge central court.
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1975 Fox Hills Mall opened in Los Angeles, the first 3-level mall in California.
Westwood Mall opened near Houston.

1977 Roy Ramond founded Victoria's Secret lingerie store in San Francisco, and
after being sold in 1982 to The Limited Corporation, expanded rapidly into shopping centers, with 1000 stores by 2005.
1989 The Cinemapolis on La Palma Avenue in Anaheim Hills was the first 10-
screen multiplex theater in northern Orange County; over the next decade, the addition of 500 screens would make Orange County one of the top 10 markets in the country with the most movie theaters per capita.
1990 The decade of the 1980s saw the construction of more than 16,000 shopping
centers. A Gallup poll showed Americans averaged four trips to a regional or neighborhood mall per month.
1992 Sara Donovan, founder of WalkSport America, began promoting "mall
walking," later wrote book "Mall Walking Madness" in 2002.

1995 The first megaplex theater (defined as 14 screens or more) opened in May in
Dallas with a 24-screen AMC palace; in November, Edwards opened a 21-screen megaplex at Irvine Spectrum Center, at a cost of $27-million for 158,000 square feet with 6,400 seats and a 3D IMAX.
2000 Factory outlet centers became one of the fastest-growing segments of the
shopping center industry in the 1990s. Anderson-Little in 1936 began the first factory outlet store for its men's clothing overstock; Vanity Fair was the first multitenant outlet center opened 1974 in Reading PA; in 1979, Belz Enterprises opened the first enclosed factory outlet mall in Lakeland, TN, near Memphis; in 1985, Herbert S. Miller of Western Development (became Mills Corp.) opened Potomac Mills in Woodbridge, VA, the first of many "Mills" projects combining features of the shopping center with the bargain outlet store, such as Sawgrass Mills with 2,000,000 sq. ft. in Sunrise, Florida. By 1987 there were 108 factory outlet malls, by 1999 there were 278 outlet centers.
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2006 Otay Ranch Town Center will open in October on 85 acres off Olympic
Parkway in the boomtown of Chula Vista. As a "lifestyle mall," it will combine some aspects of a regional mall with an old-fashioned town square. In its first phase, it will have 80 specialty stores, mostly upscale; possibly a Nordstrom department store; and several restaurants, including P.F. Chang's China Bistro and The Cheesecake Factory.
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Arcade:
A type of enclosed urban shopping center popular in the 19th century, typically with an arched glass roof and two rows of shops either side of a pedestrian passageway, which often connected two parallel streets.
Community center:
A shopping center of 100,000 to 350,000 square feet GLA, typically anchored by a one or two discount department, drug, or home improvement stores; they are commonly open, one-story, with stores arranged in a single strip, L or U shape.
Convenience center:
An open shopping center with fewer than half-a-dozen with stores offering day-to-day necessities, such as a min-mart, dry cleaners, wine and bear etc.
Enclosed mall:
Shopping center entirely inside a roofed structure, so that entrance to the mall is controlled by a limited number of entrances and most stores are accessible only via interior corridors.
Entertainment complex:
A shopping center that features theaters, restaurants, amusements and related retail stores.
Fashion mall:
A shopping center featuring stores that offer stylish clothing, posh merchandise, and quality consumer goods.
Festival (or themed) marketplace:

Urban entertainment and shopping center, usually with restaurants and entertainments, associated with a place of historic or cultural interest, such as Baltimore's Inner Harbor and Bostons Faneuil Hall.
Galleria:
A glass-roofed mall or mall courtyard, derived from the European glass-vaulted Victorian-era shopping arcades, especially the design of the Galleria Victoria Emanuel II (built 1867) in Milan, Italy.
Grey fields:
A dying shopping center, specifically (according to Price-Waterhouse-Coopers) a center in which annual sales is less than $150 per square foot of retail space.
Lifestyle center:
Typically, an open-air shopping center or mall whose array of retail outlets (such as women's fashion stores, jewelers, leather goods, and restaurants) are designed to appeal to upscale consumers; lifestyle centers usually include attractive landscaping, fountains, outdoor seating, and other features that encourage browsing.
Mall:
Any large shopping center (usually enclosed) with adjacent parking and out buildings.
Mixed-use center:
Any integrated complex that may contain offices, restaurants, theaters, a hotel and other services, in addition to retail stores.
Neighborhood center:
Typically, an open-air shopping center of 30,000 to 150,000 square feet GLA with 3 to 15 stores, anchored by a supermarket.
Open-air:
A shopping center in which stores are directly accessable to the public; exterior walkways may be covered, but the stores are not enclosed under a single roof.
Outlet (or off-price) mall:

A shopping center with national brand-name retailers, factory outlets, or close-out outlets selling discounted merchandise.
Power mall: A shopping center containing several category-killer stores. Regional center:
A shopping center with 400,000 to 800,000 square feet GLA, often an enclosed mall, with 40 to 100 stores anchored by one or more department stores.
Shopping center:
A planned group of connected retail stores, usually with an attached parking area, specially developed on a parcel of private property and managed by a single organization.
Strip:
A small open-air neighborhood shopping center, typically smaller than 10,000 square feet GLA, with at least three stores, arranged in a connected row facing a parking area.
Super-regional center:
The largest classification of shopping center; it is usually an enclosed mall larger than 800,000 square feet GLA with more than 100 stores, including several department stores.
Urban mall:
Shopping center located within a city, the largest of which may be on several levels with adjacent multi-level parking.
Value-oriented mall:
A large shopping center characterized by low-end, discount, and outlet stores.
Village center:
An open-air shopping center having several wings and often a central plaza.
Double dumbbell shape:

A cross-shaped shopping center with anchor stores at the end of each cross.
Draw tenant:
A store that attracts a large number of potential customers to a shopping center.
Factory outlet:
A retail store that sells merchandise direct from the manufacturer, usually at reduced.
L-shaped:
A shopping center with two linear strips of stores connected at right angles, forming the letter L; anchors are typically located on the two ends or at the apex, with parking inside the apex; L-shaped is a common design for community-sized centers.
Off-price center:
A retail store that sells brand-name clothing or other goods (often with labels removed) at reduced prices.
T-shaped:
A shopping center comprising two linear arrays of stores forming the shape of the letter T, with anchor stores at each of the three ends and parking on all sides.
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Anchor stores:
The largest retail outlets, usually located at the ends or corners of shopping centers, and chosen in part for their potential to attract customers to the shopping center generally; department stores usually anchor regional and super-regional malls and supermarkets are typical anchors in community centers.
Back of the house:

The office, stock room, and other non-retail areas of a store.
Big box:
A large stand-alone store that specializes in a single line of products, such as home improvements, toys, or office supplies.
Brownfield:
A potential shopping center site contaminated by chemicals, such as a former industrial location.
Cart:
A wheeled display from which merchandise is sold in pedestrian areas of a mall.
Cash wrap:
The front counter with the cash register and often a wrapping or packing area.
Category killer:
A large national chain store specializing in one line of products, such as home improvements, office supplies, or toys, that can overwhelm both smaller and more diverse competitors because of its size, variety of merchandise, and prices.
Community room:
An area available for public use, ranging from a bare meeting room that can accommodate folding chairs and tables to a more elaborate hall with stage, adjacent kitchen, and other services.
Food court:
A separate area of a shopping center containing fast-food outlets and a common seating area.
Free-standing store:
A retail outlet not associated with a shopping center, especially those at a distance from congested shopping areas and downtowns.
Greenfield:
Undeveloped land, particularly a site suitable for a shopping center.
Gross Leasable area (GLA):

The total area of floor space (usually cited in square feet) leased for retail shops, consumer services, and entertainment, including restaurants. The total floor area of any shopping center or mall is inevitably larger than the gross Leasable area; the difference can be accounted by mall offices, utility areas, storage, rest rooms, interior plazas, and other non-revenue producing spaces. Areas that are not let on long-term leases, such as assembly halls, exhibition space, public meeting rooms, and the like are usually not included in GLA figures, though they may produce some rental revenue.
Junior department store:

A small department store offering a limited selection of goods; a scaled-down version of a full-sized department store.
Kiosk:
A semi-permanent booth placed in pedestrian areas of a shopping center and used to sell small items or to offer specific services, such as jewelry repair.
Mall rat:
Young person who frequents a shopping center primarily for socializing and entertainment, rather than for shopping.
Mall manager:
The person employed by the owner or a management company to supervise daily operations of a shopping center.
Mall mayor:
The retailer who acts as the informal spokesperson for the tenants of a shopping center.
Mall walker:
Person who walks in a shopping center for exercise, especially during a period set aside for this purpose before stores have opened in the mornings.
Market area:
The geographical area from which a shopping center draws its customers.
Outlet tenant:
A free-standing retailer or service located on a separate parcel in front of a shopping center; also called a pad tenant.
Outparcel:
A physically separate store or service, such as a restaurant, bank, office, or motel, included in a shopping centers property; (unoccupied land on a shopping center's property).
Shrinkage:
Difference between value of inventoried merchandise and merchandise book value, attributable to waste, shop wear, carelessness, fraud, theft, and so on; more specifically, loss of merchandise due to shoplifting, usually reported as a percentage of sales.
Tall-wall stall:
A temporary retailing display and counter built against an empty wall.
Temporary tenant:
Typically, a retailer that rents space in a common area for a cart, kiosk, or tall-wall stall for less than a year.
U-shaped:
A linear array of stores forming the shape of the letter U, with anchors placed in the center or on the two ends and parking inside the U.
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Approvals required for Construction
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Any business house who wants start mall in the territory of Ahmedabad has to take following approvals from the related authorities.
Statutory Approval of architectural building plans from AUDA. Approval regarding height of Building. NOC from Airport authority. NOC from AMC fire department. NOC (environment clearance) from MOEF.
Pcc and Foundation work
Excavation work
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Product
In 7 ps of marketing product is one of the important P and all other Ps are more or less connected to it. First, The meaning of the product: A product is anything which can be offered in market to satisfy a want or need. Product includes generally physical goods. In connection to product, there are different kinds of products available in the shopping malls at different rate & in various quantity & quality. We can get product of all the brands from one particular shopping room, which generally we dont get from one particular showroom. All the types of products like garments, kids wear; Jewellery, accessories, vegetable, sports items, shoes etc. are available in the one mall which is generally not possible in ease of one particular shop or showroom. e.g. HOME FURNISHING
Drawing Room
Door Mat Carpet Curtains
Kitchen
Apron Kitchen Napkin
Bedroom
Bed Sheet Pillows Pillow Cover
Pricing:
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Price is one of the most important element of marketing mix that generates revenue. The pricing determined on the basis of the kind of brand product they use, their reputation, professional staff, degree of competition etc. The mall has to consider many factors in setting its pricing policy we can conclude it in 6 steps procedure:
Selecting the pricing objectives Determining demand Estimating Cost. Analyzing competitors Cost, Price and Offers. Selecting a pricing method. Selecting the final price.
1.
Selecting the pricing objectives: K. S. School of Business Management - 39-
The more clearly the malls objective, the easier it is to set price. A mall can pursue any of the 5 major objectives through pricing
Survival. Maximum current profit. Maximum market share. Maximum market skimming. Product or quality leadership.
2. Determining demand: Each price will lead to a different level of demand and therefore have a different impact on malls objectives. In normal case demand and price are inversely related. 3. Estimating Cost: If the mall want to change a price that covers its cost of purchasing products, paying remuneration to the staff, buying machines & other equipments and training program for the staff. 4. Competitors pricing policy:
The malls must take the competitors cost, price and possible price reaction into account. Here by this we mean that the mall must take into consideration the change of other competing mall for the service.
5.
Selecting the pricing method:
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There are 5 different pricing methods which are as follow. Mark Up Pricing Tangent Return Pricing. Perceived Value Pricing. Value Pricing. Going Rate Pricing.
Thus, different malls follow different pricing policies. The pricing is based on different cities. The malls decide the prices for their services according to different groups allocated to cities. All the chains of malls follow the same pricing policy.
Place
If we relate the place with shopping malls, generally we find that shopping malls are generally located in big cities, before most of the people are shifting from rural areas to urban areas. Generally malls are located in the famous areas of city. For example If we take an example of Ahmedabad, we find that most of the malls in Ahmedabad are located on S.G highway. e.g.
Big Bazaar: Iskcon, Ahmedabad

Address: Rudra Point, Near Iskcon Temple, Gandhi Nagar-Sarkhej Highway, Ahmedabad
Promotion
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Meaning: PROMOTION can be defined as Activities that communicate the product or service and its merits to target customers and persuade them to buy.
Objectives: To develop personal relation with customer.
There are various promotion tools & each promotion tools has unique characteristic & cost. The different promotion tools are as follow:
ADVERTISERMENT.
There are two types of advertisements. Information advertisement from which the customers gets aware of the service provided by the malls. Influencing advertisements which influence the customers to buy the service or product. Source of Advertisement: Newspapers. Magazines. Radio. Holdings. TV etc
People
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Each mall wants to differentiate itself from others. Human resource is one of the most important factors in a mall and each organization tries to differentiate it from other with the help of this factor. Good looking, smart executives and salesman can change the mind set of the consumers to increase the sales. The behavior of customers also matter a lot as they should get all the items or products of a particular brand for which they are looking for in their favourite mall.
Physical Evidence
Physical Evidence is one of the Ps in the 7Ps pf the marketing. This P of marketing has also its importance in the market, First of all physical evidence is a structure or infrastructure which is an important content for any mall. A mall generally has an area of 2 to 5 acre and a parking Slot for at least 150 vehicles. A mall has good variety of interiors and exteriors like furniture, extra ordinary lighting etc in some malls there are some extra ordinary features like in Himalaya mall in Ahmedabad has a scary house which entertains & attracts children & even youngsters.
Process
As we surveyed we found that most of the people when first enters the mall visits apparel department and then to accessories section. After that if necessary shops for the FMCG products and at last for any refreshment goes to the food department. Moreover a person doesnt plans in advance before visiting a mall. Many times a window shopping becomes an actual one. So the actual process of shopping malls cant be described.
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Ten shopping malls rank as the world's largest, based on the amount of "Gross Leasable Area"--the number of square feet the property has for revenue-generating K. S. School of Business Management - 45-
activities like retail, dining and amusements. Asia is home to eight of the world's 10 largest malls, six of which were built in the last three years. Rankings are based on statistics from Eastern Connecticut State University, which compiles data from mall management companies.
South China Mall

Location: China Year Opened: 2004 Gross Leasable Area: 6.2 million square feet
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Golden Resources Shopping Mall

Location: Beijing, China Year Opened: 2004 Gross Leasable Area: 6 million square feet Not sprawling, this is a stacked-up five-story mall. Approximately 1,000 stores, selling plenty of familiar global brands like Nike and DKNY. A truly ambitious real estate project, with new apartments and offices, surround the mall. A tough location outside the heart of the city has resulted in disappointing traffic from foreign tourists.
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SM Mall of Asia
Location: Pasay City, Philippines Year Opened: 2006 Gross Leasable Area: 4.2 million square feet Includes the first Olympic-sized swimming pool and first IMAX Theater in the Philippines. Spread over four buildings, customers can get around on a 20-seat tram.
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West Edmonton Mall

Location: Edmonton, Alberta, Canada Year Opened: 1981 Gross Leasable Area: 3.8 million square feet The biggest in North America, the West Edmonton Mall has over 800 stores, along with attractions like a water park, skating rink, casino and rides.
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SM Mega mall
Location: Mandaluyong City, Philippines Year Opened: 1991 Gross Leasable Area: 3.6 million square feet Fun stuff includes bowling, ice skating and a 12-cinema movie theater, along with traditional mall fare like arcade games. Customers can also get a haircut or see a doctor at the Manila clinic.
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Berjaya Times Square

Location: Kuala Lumpur, Malaysia
Year Opened: 2005 Gross Leasable Area: 3.4 million square feet Built with an adjacent hotel and convention center. In addition to over 1,000 retail shops, the mall includes a 12-story-high roller coaster, plus a pool, skating rink and "Cosmo's World," a children's theme park.
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Beijing Mall
Location: Beijing, China Year Opened: 2005 Gross Leasable Area: 3.4 million square feet The first real suburban mall in China, located about an hour from downtown Beijing, this center has four levels with parking for 8,000 cars, plus a man-made beach. Bootlegged DVDs of American movies are a top seller.
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Zhengjia Plaza
Location: Guangzhou, China Year Opened: 2005 Gross Leasable Area: 3 million square feet Has been known to attract over half a million shoppers on a good day. Another mixeduse space, the mall has a hotel and office tower in addition to retail stores.
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SM City North Edsa

Location: Quezon City, Philippines Year Opened: 1985 Gross Leasable Area: 3 million square feet The first major "mega mall" built by SM Prime Holdings, which now claims three of the largest 10 in the world. It's a five-story complex that boasts over 100 retail outlets and restaurants, along with 12 cinemas, a bowling alley and skating rink. An IMAX theater could be added soon.
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King of Prussia Mall

Location: Philadelphia, Pennsylvania, USA Year Opened: 1962 Gross Leasable Area: 2.8 million square feet This product of the original U.S. mall building surge in the early 1960s still survives on the top 10 list, at least until the next big project goes up in Asia. Billing itself as the "premier shopping destination on the East Coast," this mall takes advantage of its location right off the Pennsylvania Turnpike to draw shoppers from New York, New Jersey and Maryland to its 400 stores. Despite a lack of theme parks and other modern amenities, package deals with Radisson Hotels and cross-marketing with nearby attractions like the Revolutionary War encampment at Valley Forge draw out-of-state shoppers looking to get away for a day or two.
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Malls in India Vs Malls in China

China and India are leading a revolution in the shopping centre industry in Asia but investors must have the business acumen, stamina and money to navigate regional markets. The growth in the shopping mall industry is too fast to be considered an evolution; it's too widespread to be considered a mere growth spurt! Four shopping malls in China are now larger than the Mall of America in Minnesota, which measures 4.2mn sq ft (378,000 sq m) By 2010, China is expected to be home to at least seven of the world's 10 biggest shopping centers. China, India and Japan will focus countries outside of their home market. About China- it is not one market. It can be easily multi-country, so every one city is different. Therefore one needs to adopt a long-term view, one need to have the scales, stamina and capital to invest in a market like this. There's a big black hole for a lot of foreign investors. The Indian retail market must further open up to foreign players. The market is too hot. The values people are seeing in land are too high, About India- India is a very good place, incomes are growing but India needs to allow more retailers to go in. Discussions with several international retailers were held who were interested in India, But they are all finding it difficult to go into the market.
Malls in Ahmedabad: K. S. School of Business Management - 57-
Mega Malls 10 Acres - Ahmedabad City Mall Alpha One - Ahmedabad Gallops Himalaya Mall Iscon Mega Mall R-Cube Home Town Croma (electronic mall)
Hyper Markets/ Super Markets Big bazaar Star India bazaar Vishal mega mart Pyramid Tru mart Subhiksha More For U Reliance Fresh
Leading Retailers Profile

RPG Retail
The RPG Group was the first to get into the organized retailing business in India and expand beyond the south, the only region where organized retail flourished with retailers like Nilgiri's, Subhiksha, Viveks etc. RPG Retail was also the first to venture into different formats and categories. In 1997, a Joint Venture came into existence as RPG Guardian Private Limited to launch the country's first retail chain 'Health & Glow' in the pharmacy and beauty care segment.
Pantaloon Retail India Ltd.

India's leading retailer, Pantaloon Retail (India) Limited has presence across multiple segments including food, fashion and footwear, home solutions and consumer electronics, books and music, wellness and beauty, general merchandise, telecom and IT, E-tailing, leisure and entertainment and financial products and services. It also plans to launch e-zone, a portal for e-retailing in the near future as another delivery format. Headquartered in Mumbai, PRIL employs over 12,000 people and has a customer base of over 120 million Indians. Pantaloon Retail (India) Limited is part of Future Group, a diversified conglomerate with presence in multiple consumer-centric businesses. Capital Land and Pantaloon, through a 50:50 Joint Venture, will set up India's first professional mall-management company, with over 30 million sq.ft of malls under Capital Land management.
The TATA Group

Trent Ltd's STAR INDIA BAZAAR Established in 1998 Trent Ltd. is part of the TATA Group Indias premier - 60-
business house. Trent Ltd. operates the newly launched hypermarket, Star India Bazaar providing a large assortment of high quality products made available at the lowest prices coupled with a unique shopping experience. Star India Bazaar, currently has one store in Ahmedabad. The new store offers customers a wide choice of products that include staple foods, beverages, health and beauty products, vegetables, fruits, dairy products, consumer electronics and household items at the most affordable prices. Star India Bazaar also includes a large range of fashionable in-house garments for men, women and children, exclusively available at the store. The food products comprises of staple foods, fresh foods like fruits and vegetables, dairy products, mithai and farsan. There are also special counters and locations for fresh foods. The food section includes oils, ghee, snacks, pickles, noodles pasta, papads, biscuits, chocolates, candies, drinks, jams, jellies, staples and cereals. Interestingly the store also offers an atta chakki for grinding of grains. The FMCG range comprises of toiletries, personal care and hygiene products. This range also includes soaps, shampoos, toothpaste, toothbrushes, cleaners for floor and much more. The durables and Personal products includes garments for men, women and children, ethnic wear for women, lingerie, nightwear, casual wear and ready to stitch merchandise. Footwear for men, women and children is also available. The store has an entire section devoted to kitchen and home ware such as steel utensils, plastics, and other kitchen appliances like mixers, microwaves, TV, fridges and much more.
Pyramid Retail Ltd.

In September 1999, Primal Enterprises made its foray into retail with the launch of three retail concepts: India's first true shopping mall of international standards, called Crossroads (recently sold to Pantaloon); a lifestyle department store K. S. School of Business Management - 61-
called Pyramid Mega store; and a family entertainment centre known as Jammin. Pyramid Retail is looking at new formats in retailing especially in the area of services. Having forged an alliance with L'Oreal for salons, it is now scouting for a partner in the area of travel services. Going a step further from its competitors, Pyramid Retail Ltd. will be launching in-house brands for grocery items at its supermarket chain TruMart. The groceries items will be launched under the brand name TruMart Uttam. Pyramid Retail Ltd., a part of the diversified Ashok Primal Group, operates two formats under the brand name of Pyramid Mega store and TruMart. Pyramid Lifestyle is a departmental store where as TruMart is a supermarket retail chain with a predominant presence in Western India.
Vishal Retail Group

Vishal Mega Mart, a Delhi-based retailer started with selling primarily clothing and accessories. Moving away from franchising Vishal now wants to operate only through company-owned outlets. The group recently launched its first hypermarket in Udaipur. Spread over 25,000 sq K. S. School of Business Management - 62-
ft, the store offers apparel, fashion accessories including perfumes, electrical gadgets and a separate section for grocery products.
Reliance Retail . The Reliance group's revenue is estimated to be the equivalent of 3.5 per cent of India's GDP and it is believed to be contributing as much as 17 per cent of the total profits of the private sector in India. K. S. School of Business Management - 63-
Reliance Industries Ltd (RIL) has set a revenue target of $20 billion from its retail venture by 2010 almost thrice the size of the current organized retail business in the country.
Iscon Group
THE GROUP
Though the ISCON Group has less than 20 years of history behind it, it is already viewed by the real estate industry as a retail innovator; a pioneering force that is today's most compelling and consistently forward - looking self - managed real estate K. S. School of Business Management - 64-
company. It pioneered the concept of centrally a/c malls in Ahmedabad, Surat and Rajkot. The group is now venturing into developing malls, multiplexes and residential properties across India. With the country moving towards organized retail, group has acquired properties at prime locations around the country and strives to provide value to their customers and investors. With leading national & international brands enables planned zones and exemplary tenant mix. Monthly events like fashion shows, star nights, concerts and festival celebrations are prominent features in all malls. This not only promotes the malls as a sizzling shopping & premier leisure destination but also positions it as a cultural hotspot for the region's youth. ISCON has been honored by the esteemed TATA Group for timely execution of projects.
Growth of malls in India:

The Indian Government is taking major initiatives to aid growth in the retail sector.
Mall growth is being seen as a clear indicator of the economic prosperity in India. Significantly, the number of malls in the country has increased at a fast - 65-
pace. And they are doing brisk business. A trip to the local mall (there will be one in every locality soon!) will bear this out. Theres more good news. This phenomenon is not restricted to major cities of the country alone. It has percolated to the Tier II and Tier III cities as well. The contribution of Tier II cities in organized retail sales is expected to be about 20 25%.
The benefits of shopping mall... High quality products available at the lowest prices in the city. Well laid out store items categorized into departments. Walkway escalator to reach the first floor and also to come down to the ground floor. Cash & Credit billing at all the ground floors. Gondolas well placed and spaced out with easy to reach product displays. Clear signage's to guide to the right departments. Bar coded items which disallow any misconduct on both side. State of the art scanners and systems for ease in billing. Variety of products available under one roof which gives an opportunity of selection to the buyer.
Barriers in Growth Of Malls In India
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UNCERTAIN PICTURE: A view of a mall According to industry experts, only 10-12 per cent of about 120 operational malls in India have been successful. These are numbers available with various retail and real estate analysts. Industry experts have attributed issues such as inadequate planning, improper zoning, poor tenant mix and accessibility as major reasons behind the poor performance. A successful mall is where everyone (developers and retailers) is making money. Unfortunately in India, malls are seen as real estate ventures and people do not appreciate the service part involved in it.
Comparison
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Vs
It is not a one-day match; it is going to be a long and hard fought Test match. The match that Indian consumers are going to watch, closely with excitement. The Indian retail sector is on the verge of a change, a very big change. This change is going to affect thousands of Kirana storeowners, small and big traders and Indian consumers alike.
Wal-Mart has made a back door entry into India, after trying to enter India on their own. The Indian governments policies have ensured that they needed a tie-up Indian partner - Bharti Enterprises - to take on Worlds second largest consumer market that is growing at breakneck speed. Bharti Wal-Mart has announced recently their wholesale cash-and-carry and backend supply chain management operations in India. Through the new venture, the company would serve neighborhood Kirana stores, fruit and vegetable resellers, restaurants and caterers and other business owners, besides catering to the needs of other retailers including Bharti Retail, which would soon be opening its stores in India. Close to their heels, Reliance Retail has announced their plan of entering the same business segment with plans of supplying to Kirana stores and institutional buyers. The business-to-business initiative from Reliance Retail will see it supplying to other retailers and even small neighborhoods stores. Both these enterprises know the importance of gaining the foothold into huge Indian Market. They will do anything; use any tactics to ensure the bigger market share.
The biggest strength of Reliance is its understanding of Indian people and the name itself. On the other hand, Bharti Wal-Mart has huge experience (due to WalK. S. School of Business Management - 68-
Mart) in retail business worldwide, may be more than double the closest second player globally. Whatever said and done, it is going to be a big boon for Indian consumers. The retail sector is getting more organized with such big names getting into picture. This will surely have positive affect on prices FMCG and other goods. All are following this test match to see who wins the trophy. Winning the high stakes trophy means getting a foothold in the $300 billion Indian market that is dominated by an estimated 12 million mom-and-pop shops, roadside vendors, and outdoor markets. And would create a great set back to all these small vendors.
Future Plans Pyramid Retail

Pyramid Retail, a venture of the Rs 3000 crore (Rs 30 billion) Primal Group, plans to launch 117 TruMart stores in Mumbai and Pune by the end of financial year 2010. It is also eyeing a turnover of Rs 2000 crore (Rs 20 billion). At present, Pyramid is eyeing the Maharashtra market to launch independent TruMart outlets, which sell food, home and personal care products. However, the company would continue to launch TruMart, coupled with the Pyramid chain of department stores in other parts of India. The company has identified 25 clusters where two or three TruMart Dailies with floor space of 1500 to 2000 sq ft will supplement the flagship store with floor space of 6000 sq ft to 8000 square feet. Pyramid also plans to launch 15 department stores by the end of the year 2008 and 11 other accumulating 27 stores by the end of year 2010. The company has assigned a project of survey to A C Neilson for Chandigarh, Lucknow, Vadodara and Surat for further expansion of its chain. To develop network of TruMart outlets we have adopted hub and spokes approach where flagship outlets will sell the products that families buy for their future consumption including confectionery products and beverages while smaller outlets will sell products necessary for day to day consumption such as milk and bread. "We have identified about 25 clusters where one flagship TruMart can be supplemented by two to three TruMart Daily. Of the planned 117 TruMart, about 17 will be launched in Pune and rest in Mumbai in the areas identified the company to create clusters," said Nandan Primal, director, PRL.
TruMart is positioning as the dependable neighborhood store offering genuine value and the propositioning of chain is based on helping customers live .Pyramid is planning to lease places and position the area where there will be favorable deal. He K. S. School of Business Management - 70-
says, To meet our goals of expansion we are seriously considering an option of raising money from the capital market." Meanwhile, Pyramid is planning to launch private labels in FHPC and lifestyle segment. The Rs 159 crore (Rs 1.59 billion) Pyramid has been running 7 large Pyramid lifestyle outlets and 33 small convenience stores called TruMart. Together they cover a space of about one million square ft. These formats should complement the discount stores nicely. It's not hard to see why IBREL is so keen on getting into organized retail. Says Ikroop Singh, CEO, IWS, "The biggest component of the retail business is good quality real estate and since we're in the space, we should be able to run a profitable venture. Earlier we were looking to invest Rs 1,500 crore (Rs 15 billion) on the discount stores but now with Pyramid in our fold, we should be spending about Rs 2,000 crore (Rs 20 billion) in the next two years and a targeting a coverage of six million sq ft." One of the biggest challenges for any retail player today is getting prime real estate at a reasonable cost, so Indiabulls should have an edge In a couple of years IBREL hopes to roll out 30 hypermarkets, spread across 100,000-1, 50,000 sq ft and modeled along the lines of the USA's Costco Wholesale stores. The idea is to induce customers to pick up products in larger quantities by offering discounts of as much as 15 per cent or more. Land has been acquired for 20 of these in tier II cities such as Ahmedabad, Jodhpur Kanpur, Patiala and Ludhiana and customers should be able to walk into the one of these stores early next year. Lower property prices in tier II cities will keep operating costs in check. And at this pace, it won't be surprising if retail overtakes real estate very soon.
AlphaOne Mall
AlphaOne Ahmedabad, the citys largest and most spectacular commercial development is slated to come up in the heart of Ahmedabad, on the banks of the K. S. School of Business Management - 71-
Vastrapur Lake. Designed in line with the highly successful global concept of City Centers, the mega project integrates retailing with entertainment, fine dining and hospitality services backed by state-of-the-art infrastructure, to create a world-class retail experience for customers as well as retailers and marketers. Broadly, the development will serve as a centrally located dedicated zone for of one million square feet, making it a development that envisages epic proportions. AlphaOne has been designed by one of Indias foremost architects ARCOP. The projects underlying retail, entertainment and hospitality. This landmark project spans a total area design philosophy seeks to develop AlphaOne, Ahmedabad as an extension of the Vastrapur Lake recreational zone. Backed by the support of a professionally managed, highly experienced real estate company, AlphaOne Ahmedabad is destined to become a single destination point for the entire city in the years ahead.
Parsvnath Mall, Ahmedabad

Parsvnath Mall cum Hotel, Ahmedabad has been designed with rare distinction. It takes into account the minutest details of a modern business-n-leisure environment and makes provision for a seamless functioning of facilities. Its a distinct array of K. S. School of Business Management - 72-
architecture design to facilitate a world class family shopping and entertainment experience and high tech specifications. Parsvnath Mall cum Hotel, Ahmedabad will have 150 super deluxe rooms and suites. Tastefully furnished and draped in high tech sophistication, it will present the corporate visitor as well as tourist a distinct choice of luxurious lifestyle.
Concept: Parsvnath Metro Malls

Shopping is one of the most vivid form of community activity, which dates back to the ages of caves and stones. By whatever name it has been known, shopping has always played a pivotal role in changing the face of society, its choices and habits. K. S. School of Business Management - 73-
Shopping in Delhi dates back to the era of Mughals when the same took place amidst the hustle and bustle of the narrow streets of Balli Maran and around the glitters of Chandni Chowk. After Independence, the growth of Delhi was characterized by Delhi being recognized as the political hub growth of population and conglomeration of people from all sectors of India demanded that the Delhi market being categorized into sectoral modes like Sarojini Nagar, Lajpat Nagar, and Gandhi Nagar Markets etc. With the government opening up the economy in the early 90s, Indian market got fresh impetuous. Integration of shopping hubs led to shops being converted into Plazas, and finally in the fast decade the new shopping extravaganza The Mall was unleashed.
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Research Plan
Problem statement: K. S. School of Business Management - 75-
To find out the awareness and interest level of people in the age group of 21 to 50 in Ahmedabad for visiting and shopping in malls Research objectives: 1. To find out the no. Of malls in Ahmedabad. 2. To find out various sections available in malls. 3. To find out occupation wise and income wise, preference of people for malls and their shopping pattern 4. To find out average % of people in this age group have visited malls at least once. 5. To find out the most popular mall in Ahmedabad in this age group. 6. To find out which is the most visited mall? 7. To find out with whom do they usually visit the mall. 8. To find out whether this age group really get the kind of product and facilities in the mall or not. 9. To find out the satisfaction level of people in this age group regarding price, quality, variety, infrastructure, design factor, social factor and promotional factor. 10.To find out whether this age group prefers shopping in mom and pop stores or not. 11.To find out whether this age group are willing to pay any entry fee to visit the malls or not. 12.To find out whether the people of this age group usually shop in the malls or not.
Sampling plan
Sampling unit People in the Age Group of 21 to 50 years Sampling size
1000 People
Sampling procedure Simple Random Sampling Research Approach Personal Interaction Research Instrument Questionnaire
Questionnaire
We are the students of k.s.school of business management. As a part of curriculum we are conducting a market research on Shopping Malls.
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Please tick box or fill the blanks in case of Yes response and leave the box blank for No response. The information in the survey will be kept confidential and will be used for research purpose only.
(1) Name: (2) Age group: 21-30 31-40 41-50. (3)Gender male female (4)Occupation: service profession business Govt. job House Wife
(5)Income per month below 10000 10000-25000
25000 & above
(6) I have visited at least one mall in Ahmedabad. Yes No (7) When I think of the malls, the first mall that comes into my mind is, --------------------------------------------------------------(8) I have visited the following malls of Ahmedabad. Big Bazaar Gallops Star India Bazaar Pyramid Croma Vishal mega mart Home town Tru mart Himalaya mall Reliance mart (9) -----------------------is my favorite mall in Ahmedabad.
(p.t.o) (10) I usually go to the malls with my
Friends
Family
Relatives Alone
Acquaintances
(11) I usually visit my favourite mall. K. S. School of Business Management - 77-
Once in month On weekends
On special days When some schemes are announced.
(12) The department, I like the most in my favourite mall is Food department Cloths department Stationery department Electronic department Accessories department. (13) I usually shop in the mall , items like Garments Kids wear & items Jewellery Accessories Vegetables & Gains Sport items Shoes (14) According to me, the price rates in my favourite mall are Very low Reasonable High Very high (15) When there is any special scheme or discounts given in a particular mall, do I really visit for taking advantage of the same ? Yes No (16) I usually go mall for Window Shopping Actual Shopping Accompanying guests (17)I prefer shopping in malls than MOMS & POP STORES (Traditional stores) Yes No (18) If there is any entry fee, I will still visit the mall. Yes No (19) Any suggestion regarding mall or its facilities, rates or any issue related to Mall
_________________________________________ __________________________________________ Continue
(20) Please rank the various service parameters of malls based on Your satisfaction in your favourite mall.
Highly Satisfied Nor satisfied Dissatisfied Highly
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satisfied
Nor dissatisfied
Dissatisfied
(a)Infrastructure: - Availability of lights/escalators. - Basic amenities/washrooms etc. - Air circulation. - Lightings. - Sitting facility. - Parking facility. (b)Design factor: - Ambience. - Color combination. - Exterior. - Accessories placed in mall. - Layout. (c)Social factors: - Behavior of staff. - Interaction to customers. - Guidance to customers. (d)Promotional factors. - Schemes. - Discounts. - Privilege cards. - Coupons. (e)Hygiene factors: -cleanliness -personal hygiene of staff -quality of sent (f) Availability of products: -variety -price -quality -brand
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Analysis
(6) I have visited at least one mall in Ahmedabad. Yes No
Age Options
yes no 2130 25 0 31-40 50 1 4150 21 4 service 18 1
Occupation
profession 24 1 business 9 1 govt.job 13 2 house wife 33 1 upto 10000 14 4
Income
1000025000 22 1 25000 & above 59 1
From the above we can see that there is very less % of people who haven't visited the mall atleast once. And if we see at the people whose salary is above 25000, 59 % of them have visited the mall atleast once.
(7) When I think of the malls, the first mall that comes into my mind is, K. S. School of Business Management - 80-
21-30 31-40 41-50 service profession business govt.job house upto 1000025000 &
60 50 40 % of 30 persons 20 10 0
yes
no
age
occupation Bases
income
--------------------------------------------------------------Name of malls
Big Bazaar Pyramid Home town Gallops Croma Tru mart Star India Bazaar Reliance mart Vishal mega mart Himalaya mall
21-30
43 19 5 17 21 9 18 68 25 37
Age 31-40
120 36 56 35 17 29 27 87 48 40
41-50
56 14 16 24 11 14 10 29 26 18
120 100 no. 80 Of 60 persons 40 20 0
21-30
31-40 Age (in years)
41-50
Big Bazaar Croma Vishal mega mart
Pyramid Tru mart Himalaya mall
Home town Star India Bazaar
Gallops Reliance mart
If we see the above chart, we can say that in case of 21 to 30 most no. of people{68}, when they think of malls the first mall comes in to their mind is reliance mart, in case of 31 to 40, 120 people think about big bazaar. First even in case of 41 to 50 high no of people think about the big bazaar. There are very less persons in every group who think first for tru mart when they think of malls.
Occupations Name of malls Service Profession Business Govt. Job House wife
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32 12 18 9 7 5 21 35 21 17
42 26 34 28 32 5 18 26 21 17
8 8 11 10 9 0 11 16 9 6
25 5 9 7 13 8 23 21 11 9
96 25 23 18 11 9 20 66 38 24
100 80 no. 60 Of persons 40 20 0 Service Profession Business Govt . Job House wife Bases Big Bazaar Croma Vishal mega mart Pyramid Tru mart Himalaya mall Home town Star India Bazaar Gallops Reliance mart
From the above chart we can see that 96 house wife , when they think of malls the first mall comes. In their mind is big bazaar which is very high in every group. In case of profession only 9 people think about tru mart first and there is average no of people who think first for reliance mart when think of malls.
Income
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Name of malls
upto 10000
42 12 5 2 3 8 14 21 19 23
1000025000
48 18 19 21 12 13 28 38 25 17
25000 & above

120 78 76 58 46 22 38 68 45 36
120 no. of 60 persons 40 20 0 100 80
upto 10000
10000-25000 Bases
25000 & above
From the above chart we can see that in case of above 25000, when they think of malls, the first Mall come in their mind is big bazaar then 78 people think for pyramid first, 76 for home town.
(8) I have visited the following malls of Ahmedabad. Big Bazaar Gallops Star India Bazaar K. S. School of Business Management
Pyramid - 83-
Croma Himalaya mall

Name of malls
Vishal mega mart Home town Reliance mart

21-30
270 130 27 246 89 30 130 250 118 226
Tru mart
Age 31-40
250 110 22 130 69 33 167 210 98 142
41-50
202 100 24 122 45 29 177 139 59 136
300 250 200 no. Of 150 persons 100 50 0 21-30 31-40 Age (in years) Big Bazaar Tru mart Pyramid Star India Bazaar Home town Reliance mart Gallops Vishal mega mart Croma Himalaya mall 41-50
From the above chart we can see that most no. of people of all the age group have visited the big bazzar.in case of 21-30 around 250 people have visited gallops, big bazaar, reliance mart and Himalaya mall. In case of 41-50, there are average 120 people who have visited all the malls except croma, home town and tru mart.
Occupations Name of malls Service Profession Business Govt. Job House wife
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144 66 15 51 23 18 86 110 60 49
174 96 31 56 80 26 126 150 78 56
144 74 37 45 71 25 73 149 73 47
189 82 27 22 41 24 122 135 89 69
220 56 34 47 23 77 34 123 56 77
250 200 no. 150 of persons 100 50 0 Service Profession Business Govt . Job House wife Bases Big Bazaar Croma Vishal mega mart Pyramid Tru mart Himalaya mall Home town Star India Bazaar Gallops Reliance mart
From the above chart we can see that there is similarity between big bazaar and reliance mart.220 housewives have visited the big bazaar. In case of govt. job 120 people have visited star bazaar.
Name of malls
Big Bazaar Pyramid
upto 10000
216 64
Income 1000025000 25000 & above

224 89 221 133
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Home town Gallops Croma Tru mart Star India Bazaar Reliance mart Vishal mega mart Himalaya mall
34 98 45 19 186 126 79 136
78 133 97 15 176 205 112 147
87 186 111 21 151 275 104 212
300 no. Of 150 persons 100 50 0 upto 10000 10000-25000 25000 & above 250 200
income per month(rs) Big Bazaar Croma Vishal mega mart Pyramid Tru mart Himalaya mall Home town Star India Bazaar Gallops Reliance mart
As shown in the bar graph if we see first the chart for above 25000 then there is high no. of people who have visited big bazaar, reliance mart, gallops and Himalaya mall.
Name of malls
21-30
Age 31-40
41-50
47 11 2 27 14 1 11 46 26 25
(9) -----------------------is my favorite mall in Ahmedabad.
K.
Big Bazaar 47 123 Pyramid 7 34 Home town 2 9 Gallops 33 49 Croma 17 38 Tru mart of Business 1 8 S. School Management Star India Bazaar 23 46 Reliance mart 67 99 Vishal mega mart 20 59 Himalaya mall 35 33
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140 120 100 no. 80 Of 60 persons 40 20 0
21-30
31-40 Bases
41-50
If we see the above chart the group of 31-40 there are 123 people whose favourite mall is big bazaar and 99 people whose favourite mall is reliance mart.
Occupations Name of malls

Big Bazaar
Service Profession Business

35 45 24
Govt. Job
30
house wife
89
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Pyramid Home town Gallops Croma Tru mart Star India Bazaar Reliance mart Vishal mega mart Himalaya mall
12 7 21 8 2 16 38 23 13
19 11 25 23 1 22 51 19 23
4 1 6 7 0 5 21 9 13
3 3 10 7 2 21 27 8 14
26 23 21 19 11 14 53 42 33
90 80 70 60 no. 50 Of 40 persons 30 20 10 0
Service
Profession
Business Bases
Govt . Job
house wife
Big Bazaar Tru mart
Pyramid Star India Bazaar
Home town Reliance mart
Gallops Vishal mega mart
Croma Himalaya mall
From the above chart we can see that 89 house wives like big bazaar. 53 consider reliance mart. And professionals consider pyramid as their favourite.
Name of malls
Big Bazaar
upto 10000
57
Income 1000025000 25000 & above

42 189
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7 3 4 2 1 9 33 14 14
13 2 15 9 1 19 67 28 26
47 23 43 33 2 25 123 67 42
200 150 no. of 100 persons 50 0 upto 10000 10000-25000 Bases Big Bazaar Croma Vishal mega mart Pyramid Tru mart Himalaya mall Home town Star India Bazaar Gallops Reliance mart 25000 & above
We can see from the bar graph that there is not much difference in the choice of people whose salary is below 10000. in case of above 25000 vishal mega mart is considered as their favourite.
(10) I usually go to the malls with my
Friends
2130 Age 3141
Family
4150
Relatives Alone
Acquaintances
house wife Income upto 10000- 25000& 10000 25000 above
Occupations service profession business govt.job
Visit mall
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friends family relatives alone acquaintances
11 2 5 4 5
8 16 9 8 10
5 7 4 4 2
3 7 1 2 5
6 9 3 4 3
3 2 1 1 2
1 7 2 0 2
5 13 6 5 6
1 7 2 1 3
4 7 5 4 3
19 14 7 8 13
20 18 16 14 % 12 of 10 persons8 6 4 2 0
21-30
41-50
profession govt.job
upto 10000
25000 & above
friends family relatives alone Acquaintances
From the above chart we can see that 11% people whose age is between 21-30 usually visit the malls with their friends. In case of 31-40 16% of people go with their family, in case of occupation 13% of housewives go with their family in the malls. While in case of salary 33% go in the malls with their friends.
(11) I usually visit my favourite mall. Once in month On special days On weekends When some schemes are announced.
- 90-
Age Frequency
once in month on specialdays on weekends when schemes are there 2130 3 6 8 9 3140 22 13 10 7 4150 9 4 5 3 service 2 4 5 8 2 4 6 7
Occupations
profession business 4 2 7 6 govt.job 2 5 9 8 house wife 6 2 4 8 upto 10000 3 5 15 9
Income
1000025000 3 7 15 9 25000 & above 3 5 16 12
25 20 % of persons 15 10 5 0 21-30 serv ice govt.job bases once in month on special days on weekends when schemes are there 1000025000
From the above chart we can see that in case of people between 21-30yrs. Visit the malls when some schemes are announced. In case of people whose salary is above 25000 16% people go on weekends.
(12) The department, I like the most in my favourite mall is Food department Cloths department Stationery department Electronic department Accessories department.
Age Occupation Income
- 91-
Department food Cloth stationary electronic accessories
2130 22 123 23 77 63
3140 231 123 67 45 29
4150 87 41 29 20 28
service 56 30 69 10 15
profession 43 37 66 78 21
business 14 20 34 45 15
govt.job 34 29 20 19 23
house wife 167 96 13 32 22
upto 1000010000 25000

78 19 13 10 22 89 76 24 34 12
25000 &above
196 86 48 178 123
250 200 no. 150 of persons 100 50 0 21-30 service govt.job Bases food dept cloth dept stationary dept electronic dept accessories dept 1000025000
From the above chart we can see that all the people except professionals like food dept. in case of people earning above 25000 like all the dept.
(13) I usually shop in the mall , items like Garments Kids wear & items Jewellery Accessories Vegetables & Gains Sport items Shoes
- 92-
Age
Occupation 4150 60 45 34 5 37 10 21 service 30 44 15 21 26 34 23 profession 43 29 14 21 56 33 45 business 15 12 8 5 21 15 30 govt.job 30 40 5 5 28 20 5 house wife 67 98 56 12 87 9 11
Income
Products
garments kids wear & item Jewellery accessories vegetables & grains sports item shoes
2130 85 12 32 25 27 30 45
3140 122 143 87 18 96 34 45
upto 10000- 25000 10000 25000 &above

25 55 2 15 47 8 5 32 57 12 21 67 18 23 121 157 56 67 98 78 49
160 140 120 no. 100 Of 80 persons 60 40 20 0
21-30
41-50
profession
govt.job
upto 10000
25000 &above
Bases garments kids wear & item jwellary accessories vegetables & grains sports item shoes
From the above chart we can see that high no. of people in the age group of 2130 buy garments the most, in case of 31-40 most people buy kids wear and vegetables. People earning above 25000 buy all the items from the mall.
(14) According to me, the price rates in my favourite mall are Very low Reasonable High Very high
Age Occupations Income
- 93-
Criteria
very low reasonable high very high
2130 4 9 7 6
3140 7 27 10 8
4150 3 9 6 3
service 3 10 2 2
profession 2 11 7 5
business 2 5 1 1
govt.job 1 3 5 4
House wife 6 14 6 9
Upto 10000 0 5 4 5
1000025000 4 9 7 2
25000 & above

6 39 9 8
40 35 30 25 % of 20 persons 15 10 5 0
21-30
41-50
profession
govt.job
upto 10000
25000 & above
bases very low reasonable high very high
As shown in the above chart people in the age group of 31-40 27% think that the prices are reasonable but 10 to 13% people of govt. job think that prices are high. People whose salary is above 25000 think that prices are reasonable.
(15) When there is any special scheme or discounts given in a particular mall, do I really visit for taking advantage of the same ? Yes No
Age Option
2130 3140 4150 service
Occupations
profession business govt.job house wife upto 10000
Income
1000025000 25000 & above
- 94-
yes no
40 5
18 3
27 7
17 5
14 1
12 13
16 1
16 4
20 4
36 4
18 18
45 40 35 30 % 25 of 20 persons 15 10 5 0
21-30
41-50
profession
govt.job
upto 10000
25000 & above
bases yes no
As we can see from the above chart that all the people visit malls to take the advantage of schemes and discounts. In case of people whose salary is above 25000 generally dont go to take the advantage of schemes and discount.
(16) I usually go mall for Window Shopping Actual Shopping Accompanying guests
Age Options
window shopping 2130 30 3140 10 4150 20 service 12
Occupations
profession 10 business 10 govt.job 10 house wife 10 upto 10000 10
Income
1000025000 20 25000 & above 20
- 95-
actual shopping accompanying guests
10 5
5 6
7 7
10 5
1 4
7 4
1 6
4 6
4 10
4 17
8 7
service
profession
govt.job
10000-
21-30
31-40
41-50
business
Age
Occupations bases
income
window shopping
actual shopping
accompanying guests
As shown from the above chart that people of age group 21-30, 35% go in the mall just for window shopping.1 to 4% belonging to govt. job go for actual shopping. People earning above 10000 go for actual shopping or accompanying guest.
(17)I prefer shopping in malls than MOMS & POP STORES (Traditional stores) Yes No
Age Options
yes 2130 40 3140 18 4150 27 service 22 14
Occupations
profession business 20 govt.job 16 house wife 16 upto 10000 20
25000 &
30 25 % 20 of 15 persons 10 5 0
house
upto
Income
1000025000 37 25000 & above 27
- 96-
no
service
profession
govt.job
business
10000-
21-30
31-40
41-50
house
45 40 35 % 30 25 of 20 persons 15 10 5 0
yes upto 25000 & no
Age
Occupations bases
income
As shown in the above bar graph we can see that 40% of people between 21 to 30 prefer shopping in malls 37 % of people earning between 10000 to 25000 prefer shopping malls.
(18) If there is any entry fee, I will still visit the mall. Yes No
- 97-
Age Options 21yes no 30 23 3 3140 23 29 4150 12 10 service 22 3
Occupations
profession 14 1 business 20 1 govt.job 9 11 house wife 11 8
Income upto 10000- 25000 10000 25000 &above

4 20 22 19 27 8
30 25 20 % of 15 persons 10 5 0 21-30 41-50 profession govt.job upto 10000 25000 & above
yes no
bases
From the above chart we can see that people of 21 to 30yrs are ready to pay entry fees. In case of occupation housewives are not ready to pay any entry fees.
- 98-
Research plan
Problem statement To find out the awareness and interest level of people in the age group of 50 and above in Ahmedabad for visiting and shopping in malls. Research objectives: 1. To find out the no. Of malls in Ahmedabad. 2. To find out various sections available in malls. 3. To find out occupation wise and income wise preference of people for malls and their shopping pattern. 4. To find average % of people in this age group(50 and above)have visited malls at least once. 5. To find out the most popular mall in Ahmedabad in this age group. 6. To find out which is the most visited mall. 7. To find out with whom do they usually visit the mall. 8. Usually people in this age group require special kind of product and facilities in the mall. Thus one of the research is that do they really get the same in the mall or not. 9. To find out the satisfaction level of people in this age group regarding price, quality, variety, infrastructure, design factor, social factor and promotional factor. 10.To find out whether this age group prefers shopping in mom and pop stores or not. 11. To find out whether this age group are willing to pay any entry fee to visit the malls or not.
Sampling plan
Sampling unit People in the Age Group of 50 years and Above Sampling size
1000 People
Sampling procedure Simple Random Sampling Research Approach Personal Interaction Research Instrument Questionnaire
Questionnaire
We are the students of k.s.school of business management. As a part of curriculum we are conducting a market research on Shopping Malls. Please tick box or fill the blanks in case of Yes response and leave the box blank for No response. The information in the survey will be kept confidential and will be used for research purpose only.
(1)Name: (2)Age group: 50-60 years above 60 years.
(3)Gender male female (4)Status of occupation: workings retired (5)Occupation (if retired than past occupation): service profession business Govt. job House Wife
(6)Income per month (if retired than pension/other income): below 10000 10000-25000 25000 & above (7) I have visited at least one mall in Ahmedabad. Yes No (8) When I think of the malls, the first mall that comes into my mind is, --------------------------------------------------------------(9) I have visited the following malls of Ahmedabad. Big Bazaar Gallops Star India Bazaar Pyramid Croma Vishal mega mart Home town Tru mart Himalaya mall Reliance mart (10) -----------------------is my favorite mall in Ahmedabad. (11) I usually go to the malls with my Friends Family Relatives Alone Grand children. K. S. School of Business Management - 101-
(12) I usually visit my favourite mall. Once in month On special days On weekends When some schemes are announced. (13) The department, I like the most in my favourite mall is Food department Cloths department Stationery department Electronic department Accessories department. (14) I find all the items which I intend to buy in my favorite mall. yes no If no, which are the items usually I would like to have in malls (If possible name them) ____________________________________________. If yes, in _____________________ mall I found my required items. (15) According to me, the price rates in my favourite mall are Very low Reasonable High Very high (16) When there is any special scheme or discounts given in a particular mall, do I really visit for taking advantage of the same ? Yes No (17) I prefer shopping in malls than MOMS & POP STORES (Traditional stores) Yes No (18) If there is any entry fee, I will still visit the mall. Yes No (19) Any suggestion regarding mall or its facilities , rates or any issue related to Mall, _____________________________________________________ (20) Please rank the various service parameters of malls based on Your satisfaction in your favourite mall. K. S. School of Business Management - 102-
Highly satisfied
Satisfied
Nor satisfied Nor dissatisfied
Dissatisfied
Highly Dissatisfied
(a)Infrastructure: - Availability of lights/escalators. - Basic amenities/washrooms etc. - Air circulation. - Lightings. - Sitting facility. - Parking facility. (b)Design factor: - Ambience. - Color combination. - Exterior. - Accessories placed in mall. - Layout. (c)Social factors: - Behavior of staff. - Interaction to customers. - Guidance to customers. (d) Promotional factors. - Schemes. - Discounts. - Privilege cards. - Coupons. (e)Hygiene factors: -cleanliness -personal hygiene of staff -quality of sent (f) Availability of products: -variety -price -quality -brand
Analysis
(7) I have visited at least one mall in Ahmedabad. Yes No

Age Options
yes no 50-60 33 23 above 60 27 17 service 10 7 9 8
Occupation
profession business 9 3 govt.job 13 10 house wife 19 12 upto 10000 5 19
Income
1000025000 30 10 25000 & above 25 11
above 60
service
profession
govt.job
10000-
50-60
house
age
occupation Bases
income
As shown in the above bar graph we can see that in this age group, 33% of people from 50-60 have visited atleast 1 mall in Ahmedabad and as per occupation all most each category of people have visited and 30% of people belonging to income group25000 and above have visited mall at least once.
(8) When I think of the malls, the first mall that comes into my mind is, K. S. School of Business Management - 104-
25000 &
business
35 30 25 % 20 of 15 persons 10 5 0
yes no upto
--------------------------------------------------------------Name of malls
50-60
98 22 7 21 8 2 26 67 51 31
Age above 60
86 8 9 12 5 1 22 69 32 23
100 80 no. 60 of years 40 20 0 50-60 Age (in years) Big Bazaar Croma Vishal mega mart Pyramid Tru mart Himalaya mall Home town Star India Bazaar Gallops Reliance mart above 60
As shown in the above bar graph 98 no. of persons belonging to 50-60 yrs of age firstly think of big bazaar and 86 belonging to age group 60 and above.
Occupation
- 105-
Name of malls
service profession business govt.job house wife

13 12 7 7 9 2 13 17 11 7 18 12 4 9 6 2 12 13 11 6 17 12 7 11 4 0 6 13 8 7 34 8 9 8 5 1 12 33 16 8 61 12 3 12 5 1 22 34 27 13
70 60 50 no. 40 of 30 persons 20 10 0
service
profession
business occupation
govt.job
house wife
Big Bazaar Tru mart
Croma Himalaya mall
As per the above bar graph service people think of reliance mart, profession-big bazaar, business-reliance and big bazaar go the same and for house wives-big bazaar.
Name of malls
Big Bazaar
upto 10000
17
Income 10000-25000
78
25000 & above

67
- 106-
2 1 1 3 1 9 9 6 4
27 4 33 21 4 23 67 34 12
20 21 45 22 1 9 34 17 9
80 70 60 no. 50 Of 40 persons 30 20 10 0
upto 10000
10000-25000 income per month(rs)
25000 & above
As per the income group 10000-25000 think of big bazaar and reliance mart, and above 25000 think of reliance mart.
(9) I have visited the following malls of Ahmedabad. Big Bazaar Gallops Star India Bazaar K. S. School of Business Management
Pyramid - 107-
Croma Himalaya mall

Name of malls
Vishal mega mart Home town Reliance mart

50-60
270 130 27 246 89 30 130 250 118 226
300 250
Tru mart
Age above 60
250 110 22 130 69 33 167 210 98 142
200 no. Of 150 persons 100 50 0
above 60
As per the age group 50-60 people have visited big bazaar, gallops,reliance mart and above 60 have visited big bazaar and reliance equally.
Occupations
- 108-
Name of malls
Service Profession Business

124 34 15 51 23 8 46 98 50 39 134 44 31 56 80 6 67 96 68 46 145 74 37 45 71 5 34 88 63 44
Govt. Job
177 56 17 22 41 4 45 78 69 29
House wife
120 67 14 47 23 7 34 63 79 33
180 160 140 120 no. 100 of 80 persons 60 40 20 0
Service
Profession
Business Occupations
Govt . Job
House wife
Big Bazaar Tru mart
Croma Himalaya mall
As per occupation 124 service persons have visited big bazaar,134 that of profession,88 of business class, star india,78 Govt job people have visited star india,79 house wives reliance mart.
Income
- 109-
Name of malls
upto 10000
166 23 4 32 21 9 71 68 55 43
10000-25000
242 89 45 66 56 21 88 112 65 47
25000 & above

290 133 87 186 111 17 89 275 147 89
300 250 200 no. Of 150 persons 100 50 0
upto 10000
10000-25000
25000 & above
income per month(rs) Big Bazaar Croma Vishal mega mart Pyramid Tru mart Himalaya mall Home town Star India Bazaar Gallops Reliance mart
As per income below 10000, 166 have visited big bazaar,10000-25000, 242 big bazaar,above 25000, 290 big bazaar and 275 reliance mart.
(10) -----------------------is my favorite mall in Ahmedabad. K. S. School of Business Management - 110-
Name of malls
120 100 80 no. Of 60 persons 40 20 0
Age 50-60 above 60

110 7 2 23 17 1 23 95 20 35 73 12 9 21 17 8 46 45 23 13
above 60
As per age 50-60 ,110 people like big bazaar, and above 60, 73 like the big bazaar.
Name of malls
Big Bazaar Pyramid Home town Gallops Croma Tru S. School of K. mart Star India Bazaar Reliance mart Vishal mega mart Himalaya mall
Occupations Service Profession Business Govt. Job

23 9 3 6 8 2 Business 10 19 11 7 17 4 3 8 6 1 Management 12 21 9 12 24 4 1 6 7 0 5 17 8 13 41 3 3 10 7 2 19 27 8 14
house wife
66 16 3 11 9 4 14 36 22 9
- 111-
70 60 50 no. 40 Of 30 persons 20 10 0
Service
Profession
Business Occupations
Govt . Job house wife
As shown in the bar graph 23 people like big bazaar, in profession 21 like reliance mart, from business, 24 big bazaar, Govt job 41 like big bazaar,66 house wives like the same.
Name of malls
upto 10000
Income 10000-25000
67 21 12 22 9 1 19 87 38 26
25000 & above

45 23 11 33 17 2 19 67 16 12
K.
Big Bazaar Pyramid Home town Gallops Croma Tru mart S. School of Business Star India Bazaar Reliance mart Vishal mega mart Himalaya mall
12 4 1 2 1 1 Management 9 9 7 7
- 112-
100 80 no. of persons 60 40 20 0 upto 10000 10000-25000 income per month(rs) Big Bazaar Croma Vishal mega mart Pyramid Tru mart Himalaya mall Home town Star India Bazaar Gallops Reliance mart 25000 & above
As per the bar graph below 10000 like big bazaar, 67 of 10000-25000 like big bazaar ,87of 10000-25000 like reliance, above 25000 67 like reliance mart.
(11) I usually go to the malls with my Friends Family Relatives Alone Grand children. K. S. School of Business Management - 113-
Age Visit mall

family friend relative alone grand child 5060 22 5 3 1 24 above 60 11 2 1 2 30
30 25 20 % of 15 persons 10 5 0 50-60 service
Occupation
service 4 3 2 0 8 profession 3 4 3 0 6 business 2 4 4 1 5 govt.job 4 4 6 2 7 house wife 9 6 3 1 12 upto 10000 3 2 1 1 3
Income
1000025000 16 7 4 3 21 25000 & above 9 10 6 2 15
business Bases
house wife
1000025000
family
friend
relative
alone
grand child
As per the bar graph 30% of people of above 60 yrs go to malls with grand children,12% housewives go alone ,21% of people earning 10000-25000 also go to malls alone.
(12) I usually visit my favourite mall. Once in month On special days On weekends When some schemes are announced. K. S. School of Business Management - 114-
Age Frequency
once in a month on weekends on special days when schemes are announced 5060 24 11 7 13 above 60 28 6 5 6 service 6 2 3 6 8 2 2 4
Occupation
profession business 3 3 4 5 govt.job 13 2 3 5 house wife 16 3 5 8 upto 10000 2 1 2 4
Income
1000025000 25 9 5 11 25000 & above 14 15 5 7
% of persons
above 60
profession
govt.job
service
business
10000-
house
50-60
upto
age
occupation Bases
income
once in a month
on weekends
on special days
when schemes are annouce
As shown in the above bar graph 24% of people of 50-60 yrs like to visit malls once in a month, 60 and above 28% like to visit once in a month.
(13) The department, I like the most in my favourite mall is Food department Cloths department Stationery department Electronic department Accessories department.
25000
&
30 25 20 15 10 5 0
- 115-
Departments
Food Cloth Stationary Electronic Accessories
Age Occupation Income 50- above house upto 1000025000 service profession business govt.job 60 60 wife 10000 25000 & above 123 127 37 26 27 56 110 11 110 78 109 54 24 17 26 23 49 27 87 55 41 11 7 21 9 10 6 9 28 13 33 52 19 23 16 37 21 6 59 51 45 23 13 12 11 12 6 5 32 47
above 60
service
profession
govt.job
10000-
50-60
house
age
occupation Bases
income
food dept
cloth dept
stationary dept
electronic dept
accessories dept
As shown in the above bar graph 127 people of 60 yrs and above like food dept.; 110 housewives like the same; 110 earning 10000-25000 also like the same.
(14) I find all the items which I intend to buy in my favorite mall. yes no
Age Options
5060 above 60 service
Occupation
profession business govt.job house wife upto 10000
25000 &
business
140 120 100 no. 80 Of 60 persons 40 20 0
upto
Income
1000025000 25000 & above
- 116-
yes no
39 17
21 24
8 9
7 8
9 5
16 7
20 12
2 7
33 17
22 19
above 60
service
profession
govt.job
business
10000-
50-60
40 35 30 % 25 of 20 persons 15 10 5 0
yes no house upto 25000 &
age
occupation Bases
income
As we see in the above bar graph 39% of people find all items in malls,20% of house wives find all the items, while people earning 10000-25000 also find all items in their favorite mall.
(15) According to me, the price rates in my favourite mall are Very low Reasonable High Very high
- 117-
Age Options
very low reasonable high very high 5060 4 26 15 11 above 60 5 27 9 5 service 3 7 3 4
30 25 20 % of 15 persons 10 5 above 60 service 0
Occupation
profession 3 7 4 2 business 2 9 3 2 govt.job 2 9 7 5 house wife 2 23 3 4 upto 10000 1 2 5 1
Income
1000025000 4 29 15 2 25000 & above 11 16 8 6
very low reasonable profession govt.job business 1000050-60 house upto 25000 & high very high
age
occupation Bases
income
As we see in the above bar graph 27% of people of above 60 yrs have a perception that price in malls are reasonable,23% of housewives have similar perception, people earning 10000-25000 have similar perception.
(16) When there is any special scheme or discounts given in a particular mall, do I really visit for taking advantage of the same ? Yes No
Age Occupation
govt.job 15 8 house wife 24 8
Income
upto 1000010000 25000 8 - 118- 35 1 16 25000 & above 24 17
50- above service profession business Options 60 60 yes S. School of Business Management 50 33 13 11 4 K. no 6 11 4 5 10
above 60
service
profession
govt.job
business
10000-
50-60
house
50 45 40 35 % 30 of 25 persons 20 15 10 5 0
yes no upto 25000 &
age
occupation Bases
income
As shown in the above bar graph 50% of people 50-60 yrs take the adv. Of special schemes, 24%of housewives take the advantage and 35% of people earning do the same. This response is lowest from people earning below 10000.
(17) I prefer shopping in malls than MOMS & POP STORES (Traditional stores) Yes No
Age Options
yes no 5060 22 34 above 60 24 20 service 5 11
Occupation
Income
1000025000 22 28 25000 & above 33 8
- 119-
above 60
service
profession
govt.job
business
10000-
50-60
35 30 25 % 20 of persons 15 10 5 0
yes no house upto 25000 &
age
occupation Bases
income
As we see in the above bar graph people above 60 yrs prefer shopping in mom & pop stores, 19% of housewives don't prefer shopping in mom& pop stores, 33% of people earning 25000 and above also don't prefer shopping in malls.
(18) If there is any entry fee, I will still visit the mall. Yes No
- 120-
Age Options
yes no 5060 15 41 above 60 9 35 service 8 9
45 40 35 30 % 25 0f 20 persons 15 10 5 0
Occupation
Income
1000025000 22 28 25000 & above 24 17
yes no above 60 service profession govt.job business 1000050-60 house upto 25000 &
age
occupation Bases
income
As we see in the above bar graph 41% of people of 50-60 yrs won't visit malls if there is an entry fee, neutral response from as per the occupation, even people earning 10000-25000 have equally responded, 22% say yes and 28% say no.
Analysis of Question no. 20 for Total Data

Infrastructure
- 121-
particulars
availability of escalators basic amenities air circulation lightings sitting facilities parking facility
grades 1908 1894 1160 -407 -1170 174
2500 2000 1500 1000 500 0 -500 -1000 -1500 availability of escalators basic amenities air circulation lightings sitting facilities parking facility
As shown in the bar graph we can see that most people are highly satisfied with basic amenities(1894) availability of escalators(1908), and air circulation(1160) but dissatisfaction arises in sitting facilities(-1170)
Design factor Particulars

ambience colour combination
Grades
1254 1668
- 122-
exterior accessories placed in mall layout
1447 1885 1984
2500 2000 1500 exterior 1000 500 0 accessories placed in mall layout ambience colour combination
As shown in the bar graph people are satisfied with all the parameters like ambience(1254), layout(1984) etc.
social factor particulars grades

Behavior of staff Interaction with customer 1799 1954
- 123-
Guidance
2024
2050 2000 1950 1900 1850 1800 1750 1700 1650 interaction with customer guidance behaviour of staff
As shown in the above bar graph people are not discriminating the parameters of the social and are highly satisfied.
social factor particulars grades

Behaviour of staff Interaction with customer Guidance 1799 1954 2024
- 124-
1800 1600 1400 1200 1000 800 600 400 200 0 schemes discount privilege cards coupons
As shown in the above bar graph the satisfaction level among all the parameters is almost equal but we can see that respondents are highly satisfied with coupons cards(1582) and schemes(1566) whereas satisfaction level decreases in case of discounts(1217).
Hygiene factors Particulars Grades

cleanliness of malls personal hygiene of staff quality of sent 1198 1344 1126
- 125-
1400 1350 1300 1250 1200 1150 1100 1050 1000 cleanliness of malls personal hygiene of staff quality of sent
As shown in the above bar graph people are satisfied with the parameters but a bit of dissatisfaction are seen in cleanliness (1198).
Availability Of Products particulars grades

variety price quality brand 1633 1563 1820 1973
- 126-
2500 2000 1500 1000 500 0 variety price quality brand
As shown in the above bar graph highest satisfaction is seen in quality(1820) and branded products(1973) whereas people are not satisfied with the prices(1563) and variety(1633).
- 127-
- 128-
1. Many people have suggested that there is always a problem in the parking and as per our view there should be an improvement in the parking facility in hyper markets eg, Big Bazar, Star Bazar 2. One more problem was found that the payment counters are less in the hyper markets so people have to stand in a long queue which creates chaos. 3. One of the most important problems in malls is that there is no proper sitting facility for people. As per our research we come to a suggestion that there should be proper sitting facility for at least senior citizens. 4. Another suggestion given by the visitors is that, at the time of special occasions like festivals, events, etc., more people come to take the advantage of the schemes and discounts, so on that particular day there should be more number of staff to provide proper services to the customers. 5. On special occasions, in order to attract more number of customers and to retain the loyal customers malls can offer gifts and vouchers along with discounts and schemes.
- 129-
- 130-
1. Research is limited to Ahmedabad city only. 2. Research is conducted by us on the bases of current knowledge of Marketing Research. 3. The survey is limited to 2000 respondent only because of time constraint. 4. Some of the questionnaire which were filled by senior citizens those who have not even visited the malls
- 131-
- 132-
This project has given us a golden opportunity to bridge the gap between theoretical knowledge and practical knowledge. Our visit to malls of Ahmedabad clarified our basic concepts regarding the operations of malls. During the course of our project work, we also learn how to get along with each other and co-operate in order to achieve our goals. It developed the feeling of team spirit among us. Last but not the least it was fun to indulge in the joy of visiting malls together and observe firsthand the processes which are involved in the marketing of items and Brands by malls.
- 133-
- 134-
BOOK
MARKETING MANAGEMENT BY PHILIP KOTLLER
NEWS PAPER
THE TIMES OF INDIA DIVYA BHASHKAR ECONOMIC TIMES DNA MONEY MAGAZINS THE WEEK SUNDAY INDIA SAFARI (GUJARATI)
- 135-
- 136-
WWW.BIGBAZAAR.COM WWW.RETAIL.COM WWW.GOOGLE.COM WWW.YAHHOOINDIA.COM WWW.PHOTOSEARCH.COM WWW.VISHALMEGAMART.COM WWW.FUTUREGROUP.COM WWW.ALPHAONEAHMEDABAD.COM WWW.FORBS.COM WWW.RELIANCERETAIL.COM WWW.GOOGLEIMAGES.COM WWW.F&BNEWS.COM WWW.ICICIRESEARCHCENTER.ORG WWW.REDIFFNEWS.COM
- 137-
- 138-

Project On Shopping Mall

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A PROJECT REPORT ON MARKET RESEARCH OF SHOPPING MALLS

NAME OF THE FACULTY GUIDE: - MRS. MALA SHETH SIGNATURE FACULTY:OF

K. S. School of Business Management

K. S. School of Business Management

K. S. School of Business Management

K. S. School of Business Management

Retail Sector in India: Issues and Prospects

An Overview of Indian Retail Sector

Components of Retail Sector

Key Players in the Retail Sector

K. S. School of Business Management

ITC (Life Style), Rahejas (Shoppers Stop), Hiranandani (Haike)

Rural-Urban Share in Retail Sector

Growth and Future Prospects

Growth in Major Retail Segments

2. FMCG (Fast Moving Consumer Goods) K. S. School of Business Management - 12-

Investment in Indian Retail Sector

About Indian Retail Market

1. Foreign Direct Investment (FDI)

Real Estate: Availability and High Costs

K. S. School of Business Management

K. S. School of Business Management

Line cottages in Birds Hill at Letch worth

K. S. School of Business Management

including stores, but not organized as a shopping center.

K. S. School of Business Management

Northgate in 1950 from History Link

Lakewood ca. 1952 from Mid Cities

K. S. School of Business Management

South dale in 1956 from MHS

K. S. School of Business Management

1964 Ghirardelli Square opened in San Francisco in renovated chocolate factory

total of 13,174 shopping centers.

included a three-screen United Artists theater (closed in 1989).

with a huge central court.

K. S. School of Business Management

Westwood Mall opened near Houston.

walking," later wrote book "Mall Walking Madness" in 2002.

K. S. School of Business Management

K. S. School of Business Management

Festival (or themed) marketplace:

Outlet (or off-price) mall:

Double dumbbell shape:

K. S. School of Business Management

Back of the house:

Gross Leasable area (GLA):

Junior department store:

K. S. School of Business Management

Approvals required for Construction

K. S. School of Business Management

Pcc and Foundation work

K. S. School of Business Management

K. S. School of Business Management

Selecting the pricing objectives: K. S. School of Business Management - 39-

Selecting the pricing method:

K. S. School of Business Management

Big Bazaar: Iskcon, Ahmedabad

K. S. School of Business Management

K. S. School of Business Management

K. S. School of Business Management

South China Mall

K. S. School of Business Management