Mall shopping behavior and clothing choice for consumer, shoppers

Partial Fulfillment of the Requirements for the Award of Post Graduate Diploma in Management (Recognized by AICTE, Ministry of HRD, Govt. of India)

By

Firoj Md. Shah (PG-11-17) Batch 2011-13

Under the guidance of

Prof. Shashak Mehra

INMANTEC, Ghaziabad

Integrated Academy of Management and Technology

Ghaziabad

ACKNOWLEDGEMENT
A work is never a work of an individual. I owe a sense of gratitude to the intelligence and cooperation of all people who had been so easily let us understand what we needed from time to time for completion of this exclusive project. It is a matter of great satisfaction and pleasure to present this report on Mall shopping behaviour and clothing choice of consumer, Shoppers. We take this opportunity to owe our thanks to all those involved in this project. First and foremost, I express heartfelt thanks to Prof. Shashank Mehra , Professor PGDM, Department of Management studies for his valuable guidance, his full support and co-operation without which this project report would not have been completed. Last but not the least, we want to thank to our family and friends for their wholehearted support for the completion of this Project.

Table of Contents
1. 2. Executive Summary....................................................................................... 4 Introduction .................................................................................................. 5 2.1. Purpose of the Study ............................................................................ 5 2.2. Industry Overview ................................................................................ 5 2.3. Consumer buying Behaviour in Mall ................................................. 8

3.

Research Objectives ....................................................................................11

4.

Research Methodology .................................................................... ............12 4.1. Research Design ...................................................................... ............12 4.2. Data Collection Method and Instrument .............................. ............12 4.3. Data Analysis Techniques ...................................................... ............12 4.4. Limitations of the Study ......................................................... ............12

5. 6. 7. 8.

Data Analysis and Interpretation ................................................... ............13 Findings of the Study....................................................................... ............34 Recommendations............................................................................ ............36 Conclusions ...................................................................................... ............37

Annexure .................................................................................................. ............38 Annexure A ....................................................................................... ............38 Annexure B ....................................................................................... ............38

1. Executive Summary
In India Shopping Malls industry is upcoming industry worth Rs 17000 Cr. The project involved the study of analyze and understand the mall buying behaviour of consumers and find the factors that consumers take into account while taking decision while purchasing cloths from mall. Consumer purchasing power is the main factor, which determines their buying behavior and brand of shopping malls. Shopping Malls are the places for the fun & entertainment, family outing, shopping and eatings. In shopping Malls age factor is the most dominant factor in daily footfalls. In different shopping malls different age group consumers come and they impact on the buying behavior. 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 pace. For instance, with almost no malls present in the country over a decade ago, there were 158 operational malls in 2005 with the figure expected to reach 1200 by 2013. The country will have over 150 million sq.ft. of available mall space by the end of 2015. Through this project we try to understand the consumer behaviour in Mall and find out the factors wich affects the buying behaviour of Consumers in Mall.

2. INTRODUCTION 2.1 PURPOSE OF STUDY

The purpose of research is to analyze and understand the mall buying behaviour of consumers and find the factors that consumers take into account while taking decision while purchasing cloths from mall

2.2 INDUSTRY OVERVIEW

A look at Indias retail sector tells the story of how things have changed in the Indian economy.Well ahead on the road to becoming an economic super power, its economy is booming, making it one of the fastest growing economies in the world. As proof that it is a country on the move, it has registered an average annual GDP growth rate of 6%. The year 2004-05 was a good one,with GDP growth at 7%. The GDP growth rate for 2012-13 is 7 % - India Shining indeed, as we outperformed the projected figure of 8.1%. The country is the largest democracy in the world and has a fairly young population. Approximately 71% of the population is less than 34 years of age. Statistics show that the unemployment levels are due to fall to around 9.1% by the end of 2012. These economic changes have resulted in hectic activity in the retail sector and a lot more is on the anvil. India has a huge retail market of about USD 230 billion (Source: Ernst & Young) and only 3% of this is in the organized sector. Plus, the Indian retail sector is still very fragmented. Organized retail in India is at a very nascent stage,but is poised to grow in the coming years. According to KSA Technopak, organized retail currently pegged at USD 7.5 billion is expected to cross the USD 21.5 billion mark by 2010. Triggers to the Retail Revolution. The reasons for growth in the organized retail sector can be attributed to the following:

1. An increase in disposable incomes with people

Average spending in India has increased to 11.5% per annum for over a decade and is expected to increase at the rate of 8.5% p.a. till 2015. This is more so in the middle class,which comprises 22% of the total population. By 2010, this class is expected to grow to about 32% of the total population.

2. Young and Rich

The young population of the country comprises over 50% people below 25 years. This age group is expected to continue seeing a growth and the good news is that these individuals like to spend on lifestyle products.

3. Urbanization
Retail stores have predominantly been an urban phenomenon. 28% of Indias population lives in urban areas and this is estimated to be 40% of the total population by 2020.

4. Financing Options
Easy availability of retail loans has also boosted demand for more products and services. This has led to a spurt in the retail sector.

5. Availability of Space
Another reason for this retail surge is the growth of malls. From a total of 158 in 2005, mall numbers are expected to grow to 600 by 2010. Growth Of Malls In India

Mushrooming Malls in Cities

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 pace. For instance, with almost no malls present in the country over a decade ago, there were 158 operational malls in 2005 with the figure expected to reach 600 by 2010. The country will have over 100 million sq.ft. of available mall space by the end of 2007.

Table1: City wise Malls and Shopping Centres(2005) City/Region

Delhi NCR Mumbai,Navi Mumbai, Thane Kolkata Chennai Banglore Pune Hyderabad Others Total All India Source: Images Retail Report 2005

Built up Area IN sq.ft

6,533,374 6,575,000 741,660 1,350,000 1,260,000 1,230,000 695,000 3,179,830 21,564,864

No. of Malls
29 27 3 2 5 5 5 20 96

This number has only increased over the last year or so with a spate of new malls opening across the country.Whats more, this phenomenon is not only restricted to major cities of the country, but has also 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%. As per a survey done by Knight Frank India, the current available retail space is pegged at 30 million sq.ft. and is likely to increase to 100 million sq.ft. by 2010. A whopping 75% of this space will be in the major cities of Mumbai, Pune, Bangalore, Hyderabad and NCR (National Capital Region), with the balance in Tier II and Tier III cities like Nagpur,Ahmedabad,

Chandigarh and Ludhiana. A report by Merrill Lynch on real estate trends indicates that of the 300 malls to be developed in the country by the year 2010, 250 will be located in the cities of Mumbai, Bangalore, Hyderabad, New Delhi & Pune. Table2: Percentage Distribution of Retail Space in major cities by 2007
City Mumbai Delhi Banglore Hyderabad Pune Source: Knight & Frank, India Distribution of Mall space 27% 30% 5% 7% 5%

The unit retail space per household is highest in Delhi and the NCR, followed by Bangalore and Mumbai. Smaller cities like Pune and Ahmedabad seem to be catching up.

The trend is likely to continue with future growth also slated to be the highest in the Delhi, NCR and Mumbai. On an all-India basis, mall growth is estimated to be around 300%. Surprisingly, conservative Pune has significant mall activity perhaps an indication that the IT sectors presence and the influx of software professionals from other parts of the country have made a mark in this sector too. Lease rents in the city are already registering an increase with satellite townships springing up every day.

Trends in Mall Growth

Even as customers are accepting malls as part of the shopping landscape, certain trends are also emerging. A distinct trend is the development of specialty malls, which are differentiated on the basis of their product mix. Gurgaon has its own specialised Gold Souk and Wedding Mall; an exclusive Automobile Mall is set to come up. The DLF group plans to unveil the DLF Emporio in 2008, which will exclusively house luxury brands. Also on the anvil is Select City Walk in Saket, to be launched in 2007. Pune will see its own speciality mall Ishanya, which will cater to the needs of architects, designers, builders and developers, home and office owners. Kolkata has Shagun Wedding Mall, which is due to expand to other cities as well by 2008-09. The city will also have the first food mall- Haldiram Food City, spread over 60,000sq.ft. Another interesting phenomenon taking shape is the development of highway malls.A number of developers are considering setting up highway malls, as the rates of land acquisition are lower and the potential of footfalls high. Almost 10- 15 such highway malls are expected to come up in the next three to five years.

2.3 The buying Behaviour of

Consumers in Mall

Consumer purchasing power is the main factor, which determines their buying behavior and brand of shopping malls. Shopping Malls are the places for the fun & entertainment, family outing, shopping and eatings. In shopping Malls age factor is the most dominant factor in daily footfalls. In different shopping malls different age group consumers come and they impact on the buying behavior.

2.1.

Metropolitian Mall

In Metropolitan Mall consumers belong to age 20 25 and 25 -35 were in the maximum numbers. They either belong to students or services or they are professionals. Consumers in this age group come to the shopping malls either in once in a week or twice in a week. Their purposes to come to a shopping mall are just for fun and entertainment (PVR Movies), eating, and shoppings. On average they used to spend Rs. 500- 2500 on their per visit in Metropolitan Mall. As a consumer they spend the most on music and entertainment and food and beverages. After this they spend on apparels and sportswear & footwear. In case of girls in this age group they spend a large amount on gifts and beauty products. In this age group the consumers like the metropolitan mall most. The brand images in their minds of Metropolitan Mall were different different. A large group of this segment have image only of PVR Gurgaon. Next they have image of Shoppers Stops, McDonalds, and Metropolitan Mall. Consumers have the image of Metropolitan Mall is the best place for the entertainment and eating because of good food joints and restaurants. Most of the consumers of any age group were very much impressed by the ambience and gentry of Metropolitan Mall. A common brand image of Metropolitan Mall was that it is some costly for a big shopping.
2.2. Sahara Mall

Consumers in Sahara Mall belong to 25 35 age and age 35 and above were in the maximum numbers. In this age group consumer were either Homemakers or services, or they were professionals. They come in either once in a week or twice in a month. In Sahara Mall consumers were serious buyers and they either come for the family shopping or for the eating. The annual holds income is between 2 5 lakhs common. Consumers spend Rs. Between 5002500 and more then Rs. 2500.Consumers in shopping mall and spend mostly on households and eating. Consumers in Sahara Mall are very much influenced by discount schemes. Consumers in Sahara Mall come for the BIG BAZZAR, HALDIRAM and PANTALOON. The brand image of Sahara Mall in consumers is only Big Bazaar and Haldiram. Some have the image of Pantaloon. The common brand image of Sahara Mall is a mall for the MIDDLE CLASS. Its a good place for eating and family shopping.

1.3. MGF PLAZA

MGF PLAZA is commonly visited by consumer in the age group of 25- 35 and age above then 35. Consumers in MGF Plaza are belonging to business, services and most of them Home Makers. Consumers in MGF PLAZA are serious buyers. They come to the Mall once in a month or twice in a month. They just come for the family shopping for the home furnishing and electronic items like TV, Refrigerators etc. Consumers in MGF Plaza are mostly brand oriented. Their common annual house holds income between 2-5 and 5- 10 lakhs. The brand image that they have of MGF Plaza is a complete place for the home furnishing items. Arcus, Samsung, Philips, LG and Electrolux brand in this mall. Most famous is the Arcus home furnishings. MGF PLAZA is a place for the home furnishing items. This mall is totally different from Metropolitan Mall and DLF City Centre. Consumer who visits any shopping mall on M.G.Road almost comes to visit every shopping mall. In study of shopping malls it was found after analysis that Metropolitan Mall is the best place for the fun & Entertainment, eating and branded shopping. Metropolitan Mall is not a place for the middle class. Sahara Mall is good for the family shopping like households, apparels due to Big Bazaar and Pantaloon and good for the eating due to the Haldirams. Sahara Mall is the only one mall on M.G. Road for the middle class. Regarding the MGF PLAZA it is the place only for the home furnishings and essential items for the family. It is the place both for the middle class and higher class.

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3. RESEARCH OBJECTIVE
1. Understand and analyse the consumer buying decision pattern in Mall 2. Finding the various factors which affect consumers behaviour in mall and their relationship 3. Understand the Consumer clothing choice behaviour in mall and analyse the factors which affect their decision process

11

4. Project Methodology:
The study is descriptive in nature to examine and understand the mall buying behaviour of consumers and find the factors that consumers take into account while taking decision while purchasing cloths from mall. The research involved gathering Secondary data as well as Primary data. For the purpose, survey was conducted to collect the data. Consumer survey was conducted to gather initial data from the market.

4.1. RESEARCH DESIGN:

Primary data collected through survey and Secondary data collection through net magazines and newspapers.

4.2. DATA COLLECTION METHOD AND INSTRUMENTS:

Online Questionnaire filling survey with sample size of 301 respondents in India, by surfing net data collected from the websites of company, from the magazines and newspapers and research papers.

4.3. SAMPLING AND SAMPLE SIZE:

Non probability (convenience sampling), 301 respondents

4.4. DATA ANALYSIS TECHNIQUES:

Statistical package for social sciences (SPSS) is used. The following statistical method for analysis is adopted descriptive statistics, to describe the characteristics of samples depending on frequencies, percentages, means, and standard deviation

4.5 LIMITATIONS OF STUDY:

1. Due to time limitation we kept the sample size to 301. 2. Only a small population of the consumers were studied, which may not be enough to throw correct picture. 3. The consumers were very reluctant to answer the question and the response may be biased. 4. The answer given by the consumers were too vague to deduct exact figures.

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Chapter 5.DATA ANALYSIS AND INTERPRETATION

Descriptive analysis Gender of Respondents
Table: A
Gender male Female No. of Respondents 143 158 % 47.51 52.49

Graph:A1

Gender

48% 52%

male Female

Interpretation:
Out of 301 respondent, 52% are male and 48% are female respondents.

13

Educational Qualification of Respondents

Table: B
Education Upto 12 Graduation Post grad professional No. of Respondents 3 98 157 43 % 1.00 32.56 52.16 14.29

Graph:B1

Education
1% 14% 33% Upto 12 Graduation Post grad professional 52%

Interpretation:
Out of 301 respondent, 52% are Post Graduate, 33% are graduate, 14% are professional and 1% are upto matric.

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Age of Respondents
Table: C
Age below 25 26-30 31-35 36-40 Above 41 No. of Respondents 177 86 23 11 4 % 58.80 28.57 7.64 3.65 1.33

Graph:C1

Age
4% 1%

8%
below 25 26-30 28% 59% 31-35 36-40 Above 41

Interpretation:
Out of 301 respondents, 59% are below 25, 28% are under the age group of 26-30, 8% are under the age group of 31-35, 4% are under the age group of 36-40 and 1% are above 41 age group.

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Annual Family Income of Respondents

Table: D
Annual family income Below 1 lakh 1-2 lakh 2-3 lakh 4-6 lakh above 6 lakh No. of Respondents 17 23 89 137 35 % 5.64 7.64 29.56 45.51 11.62

Graph:D1

Annual family Income

12% 6% 8% Below 1 lakh 1-2 lakh 2-3 lakh 29% 45% 4-6 lakh above 6 lakh

Interpretation:
Out of 301 respondents, 45% family income is between 4 to 6 lakh, 29% is between 2-3 lakh, 12% above 6 lakh, 8% between 1 to 2 lakh and 6% below 1 lakh.

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Occupation of Respondents
Table: E
Occupation student Private service Government service Self Employed No. of Respondents 125 107 38 31 % 41.53 35.55 12.62 10.30

Graph:E1

Occupation
10% 13% student 41% p.service govt.service self emp 36%

Interpretation:
Out of 301 respondents, 36% are doing Private job, 41% are students, 13% are in government job and 10% are Self-employed.

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Frequency of Mall visit

Table: F
Frequency to visit mall more than 2 week once a week once in a month once in a fort night No. of Respondents 76 105 56 64 % 25.25 34.88 18.60 21.26

Graph:F1

Frequency to visit mall

21%

25%

more than 2 week once a week

19% 35%

once in a month once in a fort night

Interpretation:
Out of 301 respondents, 35% are visited mall once a week, 19% are visited mall once a month, 25% are visited mall more than 2 a week and 21% are visited mall once a fortnight.

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Vehicle Owned by Respondents

Table: G
Vehical Owned two wheeler four wheeler both none No. of Respondents 117 54 99 31 % 38.87 17.94 32.89 10.30

Graph:G1

vehical owned
10% 39% 33% two wheeler four wheeler both none 18%

Interpretation:
Out of 301 respondents, 39% are owned two wheeler, 18% are owned four wheeler, 33% are owned both and 10 are owned neither two wheeler nor four wheeler.

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Respondents responses on clothing buying behaviour on 36 factor On scale of 1 to 5

Table: H Neither import. nor Unimport.
No. of Respnt. 12 14 16 32 19 29 % 3.99 4.65 5.32 10.63 6.31 9.63

Very Unimpt.
No. of Respnt. Fit Look Style Price Color Fabric 15 12 9 8 8 8 % 4.98 3.99 2.99 2.66 2.66 2.66

Unimport.
No. of Respnt. 9 9 11 10 12 13 % 2.99 2.99 3.65 3.32 3.99 4.32

Important
No. of Respnt. 91 120 124 134 147 142 % 30.23 39.87 41.20 44.52 48.84 47.18

Very Import.
No. of Respnt. 174 146 141 117 115 109 % 57.81 48.50 46.84 38.87 38.21 36.21

Interpretation:
Out of 301 respondents, 57.81% said that fitting is very important for them, 30.20% said that it is important, 3.99% said that it is neither important nor unimportant, 2.00% said that it is unimportant and 4.98% said that it is very unimportant. Out of 301 respondents, 48.50% said that Look is very important for them, 39.87% said that it is important, 4.65% said that it is neither important nor unimportant, 2.99% said that it is

unimportant and 3.99% said that it is very unimportant.

Out of 301 respondents, 46.84% said that Style is very important for them, 41.20% said that it is important, 5.32% said that it is neither important nor unimportant, 3.65% said that it is

unimportant and 3.99% said that it is very unimportant.

Out of 301 respondents, 38.87% said that Price is very important for them, 44.52% said that it is important, 10.63% said that it is neither important nor unimportant, 3.32% said that it is unimportant and 2.66% said that it is very unimportant.

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Out of 301 respondents, 38.21% said that color is very important for them, 48.84% said that it is important, 6.31% said that it is neither important nor unimportant, 3.99% said that it is

unimportant and 2.66% said that it is very unimportant.

Out of 301 respondents, 36.21% said that fabric is very important for them, 47.18% said that it is important, 9.63% said that it is neither important nor unimportant, 4.32% said that it is unimportant and 2.66% said that it is very unimportant.

Table: I Neither import. nor Unimport.

No. of Respnt. 89 75 % 29.57 24.92

Very Impt.
No. of Respnt. Check out speed Personal service Immediate possetion of items Label & brand Sales assistance Return and exchange policy 11 8 % 3.65 2.66

Unimport.
No. of Respnt. 42 51 % 13.95 16.94

Important
No. of Respnt. 120 132 % 39.87 43.85

Very Import.
No. of Respnt. 39 35 % 12.96 11.63

1.33

43

14.29

78

25.91

134

44.52

42

13.95

8 11

2.66 3.65

18 24

5.98 7.97

40 89

13.29 29.57

145 125

48.17 41.53

90 52

29.90 17.28

21

6.98

33

10.96

86

28.57

104

34.55

57

18.94

Interpretation:
Out of 301 respondents, 12.96% said that check out speed is very important for them, 39.87% said that it is important, 29.57% said that it is neither important nor unimportant, 13.95% said that it is unimportant and 3.65% said that it is very unimportant.

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Out of 301 respondents, 11.63% said that Personal service is very important for them, 43.85% said that it is important, 24.92% said that it is neither important nor unimportant, 16.94% said that it is unimportant and 2.66% said that it is very unimportant. Out of 301 respondents, 13.95% said that Immediate possession of items is very important for them, 44.52% said that it is important, 25.91% said that it is neither important nor unimportant, 14.29% said that it is unimportant and 1.33% said that it is very unimportant. Out of 301 respondents, 29.90% said that label and brand is very important for them, 48.17% said that it is important, 13.29% said that it is neither important nor unimportant, 5.98% said that it is unimportant and 2.66% said that it is very unimportant. Out of 301 respondents, 17.28% said that Sales assistance is very important for them, 41.53% said that it is important, 29.57% said that it is neither important nor unimportant, 7.97% said that it is unimportant and 3.65% said that it is very unimportant. Out of 301 respondents, 18.94% said that Return and exchange policy is very important for them, 34.55% said that it is important, 28.57% said that it is neither important nor unimportant, 10.96% said that it is unimportant and 6.98% said that it is very unimportant.

Table: J Neither import. nor Unimport.

No. of Respnt. 68 % 22.59

Very Impt.
No. of Respnt. Credit card facility 24 % 7.97

Unimport.
No. of Respnt. 54 % 17.94

Important
No. of Respnt. 104 % 34.55

Very Import.
No. of Respnt. 51 % 16.94

Salespersons Knowledge

10

3.32

47

15.61

78

25.91

116

38.54

50

16.61

Gurantee of products riskfree purchasing Bright Store

10

3.32

43

14.29

53

17.61

126

41.86

69

22.92

5 2

1.66 0.66

43 31

14.29 10.30

91 95

30.23 31.56

113 120

37.54 39.87

49 53

16.28 17.61

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Interpretation:
Out of 301 respondents, 16.94% said that credit card facility is very important for them, 34.55% said that it is important, 22.59% said that it is neither important nor unimportant 17.94% said that it is unimportant 7.97% said that it is very unimportant. Out of 301 respondents, 16.61% said that salespersons knowledge is very important for them, 38.54% said that it is important, 25.91% said that it is neither important nor unimportant, 15.61% said that it is unimportant and 3.32% said that it is very unimportant. Out of 301 respondents, 22.92% said that guarantee of product is very important for them, 41.86% said that it is important, 17.61% said that it is neither important nor unimportant, 14.29% said that it is unimportant and 3.32% said that it is very unimportant. Out of 301 respondents, 16.28% said that risk free purchase is very important for them, 37.54% said that it is important, 30.23% said that it is neither important nor unimportant, 14.29% said that it is unimportant and 1.66% said that it is very unimportant. Out of 301 respondents, 17.61% said that bright store is very important for them, 39.87% said that it is important, 31.56% said that it is neither important nor unimportant, 10.30% said that it is unimportant and 0.66% said that it is very unimportant. Table: K Neither import. nor Unimport.
No. of Respnt. 78 71 98 81 73 58 62 % 25.91 23.59 32.56 26.91 24.25 19.27 20.60

Very Impt.
No. of Respnt. Store Layout Product Display Timely Checkout Music Changing Room Promotional Schemes loyalty Cards 19 4 4 33 11 10 16 % 6.31 1.33 1.33 10.96 3.65 3.32 5.32

Unimport.
No. of Respnt. 31 27 57 35 24 22 75 % 10.30 8.97 18.94 11.63 7.97 7.31 24.92

Important
No. of Respnt. 133 130 98 97 103 149 101 % 44.19 43.19 32.56 32.23 34.22 49.50 33.55

Very Import.
No. of Respnt. 40 69 44 55 90 62 47 % 13.29 22.92 14.62 18.27 29.90 20.60 15.61

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Interpretation:
Out of 301 respondents, 13.29% said that store layout is very important for them, 44.19% said that it is important, 25.91% said that it is neither important nor unimportant, 10.30% said that it is unimportant and 6.31% said that it is very unimportant. Out of 301 respondents, 22.92% said that product display is very important for them, 43.19% said that it is important, 23.59% said that it is neither important nor unimportant, 8.97% said that it is unimportant and 1.33% said that it is very unimportant. Out of 301 respondents, 14.62% said that timely checkout facility is very important for them, 32.56% said that it is important, 32.56% said that it is neither important nor unimportant, 18.94% said that it is unimportant and 1.33% said that it is very unimportant. Out of 301 respondents, 18.27% said that music in the store is very important for them, 32.23% said that it is important, 26.91% said that it is neither important nor unimportant, 11.63% said that it is unimportant and 10.96% said that it is very unimportant. Out of 301 respondents, 29.90% said that changing room facility is very important for them, 34.22% said that it is important, 24.25% said that it is neither important nor unimportant, 7.97% said that it is unimportant and 3.65% said that it is very unimportant. Out of 301 respondents, 20.60% said that promotional schemes is very important for them, 49.50% said that it is important, 19.27% said that it is neither important nor unimportant, 7.31% said that it is unimportant and 3.32% said that it is very unimportant. Out of 301 respondents, 15.61% said that loyalty cards facility is very important for them, 33.55% said that it is important, 20.60% said that it is neither important nor unimportant, 5.32% said that it is unimportant and 5.32% said that it is very unimportant.

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Very Impt.
No. of Respnt. Quality of products Variety brand selection Fashion location of store Parking facility Resonable pricing Spacous Store 8 10 7 10 6 12 8 2 % 2.66 3.32 2.33 3.32 1.99 3.99 2.66 0.66

Table: L Neither Unimport. import. nor Unimport.

No. of Respnt. 25 19 18 30 33 30 30 35 % 8.31 6.31 5.98 9.97 10.96 9.97 9.97 11.63 No. of Respnt. 23 29 31 30 70 71 45 102 % 7.64 9.63 10.30 9.97 23.26 23.59 14.95 33.89

Important
No. of Respnt. 146 107 155 137 120 119 135 120 % 48.50 35.55 51.50 45.51 39.87 39.53 44.85 39.87

Very Import.
No. of Respnt. 99 136 90 94 72 69 83 42 % 32.89 45.18 29.90 31.23 23.92 22.92 27.57 13.95

Interpretation:
Out of 301 respondents, 32.89% said that Quality of product is very important for them, 48.50% said that it is important, 7.64% said that it is neither important nor unimportant, 8.31% said that it is unimportant and 2.66% said that it is very unimportant. Out of 301 respondents, 45.18% said that Variety is very important for them, 35.55% said that it is important, 9.63% said that it is neither important nor unimportant, 6.31% said that it is unimportant and 3.32% said that it is very unimportant. Out of 301 respondents, 29.90% said that Brand Selection is very important for them, 51.50% said that it is important, 10.30% said that it is neither important nor unimportant, 5.98% said that it is unimportant and 2.33% said that it is very unimportant. Out of 301 respondents, 31.23% said that Fashion is very important for them, 45.51% said that it is important, 9.97% said that it is neither important nor unimportant, 9.97% said that it is unimportant and 3.32% said that it is very unimportant. Out of 301 respondents, 23.92% said that Location of store is very important for them, 39.87% said that it is important, 23.26% said that it is neither important nor unimportant, 10.96% said that it is unimportant and 1.99% said that it is very unimportant.

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Out of 301 respondents, 22.92% said that Parking Facility is very important for them, 39.53% said that it is important, 23.59% said that it is neither important nor unimportant, 9.97% said that it is unimportant and 3.99% said that it is very unimportant. Out of 301 respondents, 27.57% said that Reasonable Pricing is very important for them, 44.85% said that it is important, 14.95% said that it is neither important nor unimportant, 9.97% said that it is unimportant and 2.66% said that it is very unimportant. Out of 301 respondents, 13.95% said that Spacious Store is very important for them, 39.87% said that it is important, 33.89% said that it is neither important nor unimportant, 11.63% said that it is unimportant and 0.66% said that it is very unimportant.

Very Impt.
No. of Respnt. Air conditioning Store advertisement Clean Stores 12 % 3.99

Table: M Neither Unimport. import. nor Unimport.

No. of Respnt. 40 % 13.29 No. of Respnt. 76 % 25.25

Important
No. of Respnt. 103 % 34.22

Very Import.
No. of Respnt. 70 % 23.26

10 14

3.32 4.65

48 23

15.95 7.64

83 59

27.57 19.60

104 127

34.55 42.19

56 78

18.60 25.91

Interpretation:
Out of 301 respondents, 23.26% said that Air Conditioning is very important for them, 34.22% said that it is important, 25.25% said that it is neither important nor unimportant, 13.29% said that it is unimportant and 3.99% said that it is very unimportant. Out of 301 respondents, 18.60% said that Store Advertisement is very important for them, 34.55% said that it is important, 27.57% said that it is neither important nor unimportant, 15.95% said that it is unimportant and 3.32% said that it is very unimportant. Out of 301 respondents, 25.19% said that Clean Store is very important for them, 42.19% said that it is important, 19.60% said that it is neither important nor unimportant, 7.64% said that it is unimportant and 4.65% said that it is very unimportant.

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Factor Analysis(SPSS)
Descriptive Statistics Mean Fit Look Style Price Colour Fabric Check out speed Personal Service Immediate Possession of Items Label and Brand Sales Assistance Return and Exchange Policy Credit Card Facility Salesperson's Knowledge Gurantee of Products 4.33 4.26 4.25 4.14 4.16 4.1 3.45 3.45 3.55 3.97 3.61 3.48 3.35 3.5 3.67 Std. Deviation 1.04 0.973 0.936 0.923 0.906 0.929 1.004 0.991 0.946 0.955 0.983 1.127 1.186 1.048 1.081 Analysis N 301 301 301 301 301 301 301 301 301 301 301 301 301 301 301

Risk Free Purchasing

3.52

0.982

301

Bright Store

3.63

0.913

301

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square Df Sig. .920 6341.879 630 .000

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Descriptive Statistics Mean Store Layout Product layout Timely Checkout Music Changing Room Promotional Schems Loyalty Cards Quality of Products Variety Brand Selection Fashion Location of Stores Parking Facilities Reasonable Pricing Spacious Stores Air Conditioning Store Advertisements Clean Store Recommendations by friends and Relatives 3.48 3.77 3.4 3.35 3.79 3.77 3.29 4.01 4.13 4.01 3.91 3.73 3.67 3.85 3.55 3.59 3.49 3.77 3.55 Std. Deviation 1.051 0.946 0.997 1.22 1.071 0.969 1.158 0.99 1.042 0.924 1.052 1.009 1.058 1.021 0.895 1.102 1.07 1.063 1.081 Analysis N 301 301 301 301 301 301 301 301 301 301 301 301 301 301 301 301 301 301 301

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Interpretation:
The measure factors that consumers take into account are fitting of cloth, Look and Style.

Mean, Median, Mode, Std. Deviation, Variance

(Fit, Look, Style, Price, Colour etc)
Credit Card Facility 301 0 3.35 4.00 4 1.186 1.407

N Mean Median Mode

Valid Missing

Fit 301 0 4.33 5.00 5 1.040 1.081

Look 301 0 4.26 4.00 5 .973 .946

Style 301 0 4.25 4.00 5 .936 .876

Price 301 0 4.14 4.00 4 .923 .851

Colour 301 0 4.16 4.00 4 .906 .821

Salesperson's Knowledge 301 0 3.50 4.00 4 1.048 1.097

Std. Deviation Variance

Interpretation:
Consumer gives more importance to Fitting of cloth, Look, Style in comparison to Price, Colour, Credit card facility and Salespersons Knowledge. As Mean for Fit is 4.33 highest among look, style, price and colour which indicates that consumers give more importance to fitting of the cloth.

Mean, Median, Mode, Std. Deviation, Variance

(Fabric, Check out speed, Personal Service,etc)
Check out speed 301 0 3.45 4.00 4 1.004 1.008 Immediate Possession of Items 301 0 3.55 4.00 4 .946 .894 Label and Brand 301 0 3.97 4.00 4 .955 .912 Return and Exchange Policy 301 0 3.48 4.00 4 1.127 1.270

N Mean Median Mode

Valid Missing

Fabric 301 0 4.10 4.00 4 .929 .863

Personal Service 301 0 3.45 4.00 4 .991 .982

Sales Assistance 301 0 3.61 4.00 4 .983 .966

Std. Deviation Variance

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Interpretation:
Among the above variable in the table, Consumer gives more importance to Fabric of cloth than Label and Brand.

Mean, Median, Mode, Std. Deviation, Variance

(Risk free purchasing, Bright store, Store layout, Music etc)
Gurantee of Products 301 0 3.67 4.00 4 1.081 1.169 Risk Free Purchasing 301 0 3.52 4.00 4 .982 .964 Bright Store 301 0 3.63 4.00 4 .913 .833 Store Layout 301 0 3.48 4.00 4 1.051 1.104 Product layout 301 0 3.77 4.00 4 .946 .895 Timely Checkout 301 0 3.40 3.00 3 .997 .995 Music 301 0 3.35 4.00 4 1.220 1.489

N Mean Median Mode

Valid Missing

Std. Deviation Variance

Interpretation:
Among the above variable in the table, Consumer gives more importance to Product Layout.

Mean, Median, Mode, Std. Deviation, Variance

(Loyalty cards, Variety, Fashion etc)
Changing Room 301 0 3.79 4.00 4 1.071 1.148 Promotional Schems 301 0 3.77 4.00 4 .969 .939 Loyalty Cards 301 0 3.29 3.00 4 1.158 1.341 Quality of Products 301 0 4.01 4.00 4 .990 .980 Variety 301 0 4.13 4.00 5 1.042 1.086 Brand Selection 301 0 4.01 4.00 4 .924 .853 Fashion 301 0 3.91 4.00 4 1.052 1.106

N Mean Median Mode

Valid Missing

Std. Deviation Variance

Interpretation:
Among the above variable in the table, Consumer gives more importance to Variety, Quality of Product and Brand selection.

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Mean, Median, Mode, Std. Deviation, Variance

(Clean store, Store advertisement etc)
Location of Stores 301 0 3.73 4.00 4 1.009 1.019 Parking Facilities 301 0 3.67 4.00 4 1.058 1.120 Reasonable Pricing 301 0 3.85 4.00 4 1.021 1.043 Spacious Stores 301 0 3.55 4.00 4 .895 .802 Air Conditioning 301 0 3.59 4.00 4 1.102 1.215 Store Advertisements 301 0 3.49 4.00 4 1.070 1.144 Clean Store 301 0 3.77 4.00 4 1.063 1.131 Recommendations by friends and Relatives 301 0 3.55 4.00 4 1.081 1.169

Valid Missing

Mean Median Mode Std. Deviation Variance

Interpretation:
Among the above variable in the table, Consumer gives more importance Location of Stores, Reasonable pricing, Clean store.

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Female respondents responses on scale of 1 to 5

Very Unimportant Fit Look Style Price Color Fabric Check out speed Personal service Immediate possetion of items Label & brand Sales assistance Return and exchange policy Credit card facility Salespersons Knowledge Gurantee of products riskfree purchasing Bright Store Store Layout Product Display Timely Checkout Music Changing Room Promotional Schemes loyalty Cards Quality of products Variety brand selection Fashion location of store Parking facility Resonable pricing Spacous Store Air conditioning Store advertisements Clean Stores Recommendations by friends 4.43 4.43 3.80 3.16 2.53 3.80 0.00 2.53 1.90 1.90 3.80 5.70 8.23 2.53 5.06 1.90 0.63 3.16 1.90 1.90 11.39 4.43 3.80 6.96 3.16 3.16 2.53 4.43 1.90 2.53 2.53 0.63 4.43 5.06 5.06 5.06 Unimportant 2.53 1.27 3.16 1.90 5.06 2.53 10.13 13.29 13.29 4.43 5.70 9.49 15.82 16.46 12.66 13.92 5.06 8.86 5.70 15.82 11.39 5.06 6.96 20.25 8.86 5.70 4.43 11.39 9.49 7.59 10.13 10.76 10.76 12.66 9.49 12.66 Neither Important nor Important 4.43 5.06 3.80 8.23 1.90 9.49 32.91 24.68 17.09 10.76 27.22 29.11 20.25 24.68 14.56 24.05 32.28 24.68 24.05 31.01 20.25 15.82 18.35 17.09 6.96 8.86 8.23 8.23 16.46 20.25 11.39 25.95 19.62 25.32 9.49 21.52 Important 29.11 36.71 41.14 50.63 53.16 42.41 39.87 46.20 50.63 46.84 44.30 32.91 36.71 37.34 38.61 41.77 40.51 44.94 44.30 33.54 36.08 39.24 46.84 39.24 45.57 31.01 50.00 43.04 43.67 39.24 46.84 44.94 39.87 34.81 45.57 36.71 Very Important 59.49 52.53 48.10 36.08 37.34 41.77 17.09 13.29 17.09 36.08 18.99 22.78 18.99 18.99 29.11 18.35 21.52 18.35 24.05 17.72 20.89 35.44 24.05 16.46 35.44 51.27 34.81 32.91 28.48 30.38 29.11 17.72 25.32 22.15 30.38 24.05

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Interpretation:
Changing room of Mall, fitting, Look, Style, Air-conditioning, Fabric are very important for Female consumers, which affects female shoppers visit to particular shop, so Shops need to take care of that variable to attract female consumers.

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6. FINDINGS
35% of respondents are visited mall once a week, 19% are visited mall once a month, 25% are visited mall more than 2 a week and 21% are visited mall once a fortnight. Consumer who visited mall, 39% are owned two wheeler, 18% are owned four wheeler, 33% are owned both and 10% are owned neither two wheeler nor four wheeler. Consumer who visited mall, 36% are doing Private job, 41% are students, 13% are in government job and 10% are Self-employed. Consumer occupation which visited mall,36% are doing Private job, 41% are students, 13% are in government job and 10% are Self-employed. Out of 301 respondents, 57.81% said that fitting is very important for them, 30.20% said that it is important, 3.99% said that it is neither important nor unimportant, 2.00% said that it is unimportant and 4.98% said that it is very unimportant. Out of 301 respondents, 48.50% said that Look is very important for them, 39.87% said that it is important, 4.65% said that it is neither important nor unimportant, 2.99% said that it is unimportant and 3.99% said that it is very unimportant. Out of 301 respondents, 46.84% said that Style is very important for them, 41.20% said that it is important, 5.32% said that it is neither important nor unimportant, 3.65% said that it is unimportant and 3.99% said that it is very unimportant. Out of 301 respondents, 38.87% said that Price is very important for them, 44.52% said that it is important, 10.63% said that it is neither important nor unimportant, 3.32% said that it is unimportant and 2.66% said that it is very unimportant. Out of 301 respondents, 38.21% said that color is very important for them, 48.84% said that it is important, 6.31% said that it is neither important nor unimportant, 3.99% said that it is unimportant and 2.66% said that it is very unimportant.

Out of 301 respondents, 36.21% said that fabric is very important for them, 47.18%
that it is unimportant and 2.66% said that it is very unimportant.

said

that it is important, 9.63% said that it is neither important nor unimportant, 4.32% said

34

 Out of 301 respondents, 16.94% said that credit card facility is very important for them, 34.55% said that it is important, 22.59% said that it is neither important nor unimportant 17.94% said that it is unimportant 7.97% said that it is very unimportant. Out of 301 respondents, 16.61% said that salespersons knowledge is very important for them, 38.54% said that it is important, 25.91% said that it is neither important nor unimportant, 15.61% said that it is unimportant and 3.32% said that it is very unimportant. Out of 301 respondents, 22.92% said that guarantee of product is very important for them, 41.86% said that it is important, 17.61% said that it is neither important nor unimportant, 14.29% said that it is unimportant and 3.32% said that it is very unimportant. Out of 301 respondents, 16.28% said that risk free purchase is very important for them, 37.54% said that it is important, 30.23% said that it is neither important nor unimportant, 14.29% said that it is unimportant and 1.66% said that it is very unimportant. Out of 301 respondents, 17.61% said that bright store is very important for them, 39.87% said that it is important, 31.56% said that it is neither important nor unimportant, 10.30% said that it is unimportant and 0.66% said that it is very unimportant. Out of 301 respondents, 13.29% said that store layout is very important for them, 44.19% said that it is important, 25.91% said that it is neither important nor unimportant, 10.30% said that it is unimportant and 6.31% said that it is very unimportant. Out of 301 respondents, 22.92% said that product display is very important for them, 43.19% said that it is important, 23.59% said that it is neither important nor unimportant, 8.97% said that it is unimportant and 1.33% said that it is very unimportant. Out of 301 respondents, 14.62% said that timely checkout facility is very important for them, 32.56% said that it is important, 32.56% said that it is neither important nor unimportant, 18.94% said that it is unimportant and 1.33% said that it is very unimportant. Out of 301 respondents, 18.27% said that music in the store is very important for them, 32.23% said that it is important, 26.91% said that it is neither important nor unimportant, 11.63% said that it is unimportant and 10.96% said that it is very unimportant.

35

7. RECOMMENDATIONS
Shops at mall needs to focus more on fitting, Look, Style of the cloths as most of the consumers in the study given high importance to these factors compare to other factors Parking facility, Brand selection and Cleanliness of store, Fabric , Spacious store and Reasonable pricing are also very important variables which affects consumer choice of Mall and buying behaviour of consumer, hence Mall and Mall shops need to take care these factors also Changing room of Mall, fitting, Look, Style, Air-conditioning, Fabric are very important for Female consumers, which affects female shoppers visit to particular shop, so Shops need to take care of that variable to attract female consumers.

36

8. CONCLUSION
As Indian consumers expenditures on shopping is increasing with increase in their income and also the growth of mall is very fast. Consumer buying behaviour in mall is of so much concern for Indian prospective. Understanding the consumer behaviour in Mall and what factors they take into account while purchasing from mall is creating curiosity in sellers of Mall.

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ANNEXTURES

ANNEXTURE A

References
www.indiaretailing.com The Times of India (2006) Other retailers may follow Wal-Mart (Nov.27) Sambit Kumar Mishra (2008) An Analytical Study of Retail Stores in India, A Journal of Indian Retail Review. Jan-June 2008. Vipul Patel (2007) Consumers Motivations to shop in Shopping Malls: A Study of Indian Shoppers, Asia Pacific Advances in Consumer Research Vol. 8, India. M. Yaseen Khan et. al / VSRD International Journal of Business & Management Research Vol. 1 (6), 2011

38

ANNEXTURE B

Mall shopping behavior and clothing choice of Consumers shoppers

Dear Sir/Madam This research is carried out by Researcher(s), pursuing research in Marketing area .Researcher(s) are doing research on the above said topic. We request you to give the opportunity to researcher to share your valuable views regarding the same. 1. Name______________________ 9. Frequency of visit to MALL 2. City_______________________ 3. Address____________________ ___________________________ 4. Age: Below 25 26 to 30 31 to 35 36 to 40 40 and above 5. Sex: Male Female 6. Education: Metric Graduate Post Graduate Professional 7. Which group describes your monthly family income? less than Rs 15000/ 15000/- to 25000/ 25,000/- to 35000/ More than twice a week Once in week Once in fortnight Once in a month

10. Vehicle owned Two wheeler Four Wheeler Both Two Wheeler and Four Wheeler 11. Which Stores have you visited Reliance Trends Globus Shoppers Stop Pantalon Any other specify

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 35000/- to 45,000/ 45,000 and above 8. Occupation: Private service Government service Student Self Employed

What decision attributes are important to Male/females when shopping for clothing [1] Very Unimportant [2] Unimportant [3] neither Important nor Unimportant [4] important [5] Very important What decisions attributes are important to females when shopping for clothing Importance assigned to various attributes

1 Fit Look Style Price Colour Fabric Checkout Speed Personal Service Immediate possession of items Moving through mall Label/Brand Sales Assistance Return/Exchange Policy Credit card facility Salespersons knowledge Guarantee of products Risk free purchasing Bright store Store Layout Product display

40

Timely Checkout Music Changing Room Sales on Products Promotional Schemes Loyalty Cards Quality of products Variety Brands selection Fashion Location of store Parking facilities Reasonable prices Clean Store Spacious store Recommendation by friends / relatives. Store advertisements Air-Conditioning

We welcome your suggestion

Thank you Sir/ Maam

THANK YOU FOR YOUR PARTICIPATION IN THIS SURVEY.

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