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R RE ES SE EA AR RC CH H A AR RT TI IC CL LE E
ABSTRACT
In India Shopping Malls industry is upcoming industry worth Rs 17000 Cr. In NCR (National Capital Region) Gurgaon is the most favorite place for the shopping malls. M.G. (Meharuli Gurgaon) Road is the place for all famous shopping malls in Gurgaon. In NCR DLF, MGF, JMD, SAHARA, all big players are in the region. On M.G. Road Gurgaon MGF Group has two shopping malls in operation MGF Metropolitan Mall, MGF Plaza, Sahara Group has its Sahara Mall and DLF Group has its City Centre. The project involved the study of comparative analysis consumer buying behavior and brand perception of consumers regarding shopping malls on M.G. Road and Metropolitan Mall as a base. 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. Keywords: Shopping Malls, Consumer Behaviour, Brand Perception, Purchasing Power, Fun & Entertainment, Age Factors etc.
1. INTRODUCTION
In 2009, India's nominal GDP stood at US$1.243 trillion, which makes it the twelfth-largest economy in the world. If PPP is taken into account, India's economy is the fourth largest in the world at US$3.561 trillion, corresponding to per capita income of US$3,100. The country ranks 139th in nominal GDP per capita and 128th in GDP per capita at PPP (Purchasing Power Parity). With an average annual GDP growth rate of 5.8% for the past two decades, the economy is among the fastest growing in the world.
____________________________ 1
Research Scholar, MBA Department, Uttrakhand Technical University, Dehradun, Uttrakhand, INDIA and Assistant Professor, Army Institute of management & Technology, G.Noida, Uttar Pradesh, INDIA. 2 Director, MBA Department, Roorkee College of Management & Computer Application, Roorkee, Uttrakhand, INDIA. *Correspondence : my_candida@rediffmail.com
M. Yaseen Khan et. al / VSRD International Journal of Business & Management Research Vol. 1 (6), 2011
India has the world's second largest labour force, with 516.3 million people. In terms of output, the agricultural sector accounts for 28% of GDP; the service and industrial sectors make up 54% and 18% respectively. Major agricultural products include rice, wheat, oilseed, cotton, jute, tea, sugarcane, potatoes; cattle, water buffalo, sheep, goats, poultry; fish. Major industries include textiles, chemicals, food processing, steel, transport equipment, cement, mining, petroleum, machinery, software. Indias trade has reached a relatively moderate share of 24% of GDP in 2006, up from 6% in 1985.In 2008; India's share of world trade was about 1.68%. Major exports include petroleum products, textile goods, gems and jewelry, software, engineering goods, chemicals, and leather manufactures. Major imports include crude oil, machinery, gems, fertilizer, and chemicals. According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India retail industry is the most promising emerging market for investment. In 2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12%. It is also expected to reach 22% by 2010. According to a report by North bride Capita, the India retail industry is expected to grow to US$ 700 billion by 2010. By the same time, the organized sector will be 20% of the total market share. It can be mentioned here that, the share of organized sector in 2007 was 7.5% of the total retail market. Indias GDP growth rate is a healthy 9% for 2005-06 - and this has had its ripple effect on all industries- more so the Retail sector, of which only 3 % was organized until now. The Indian retail industry accounts for 10% of GDP and 8% of employment. India is being touted as the next big retail destination with an average three year compounded annual growth rate of 46.64%. The Indian economy is poised to take the third position in the world in terms of Purchasing Power Parity by the year 2010. The Indian Retail Market is an Rs.1, 200,000 million markets as per the Images India Retail Report 2007. Organized Retail market is zooming ahead with an annual growth rate of 30%. The Retail sector is vibrant with growth happening in all related areas - be they malls, hypermarkets or single brand luxury stores, they have dotted the commercial landscape of the metros, and have even percolated to the Tier II and Tier III cities. Malls are fast becoming sought-after entertainment hotspots. From a situation where there were no malls about a decade ago, the country had over 300 malls translating to over 100 million sq.ft. in available mall space by the end of 2007. Food and Grocery retail holds the most potential, as almost 99% of it is unorganized. A number of big players are entering the field of organised food retail like Reliance, Aditya Birla Group and the Bharti Group, which has tied up with the worlds largest retailer - WalMart. All these major players are expected to show an annual growth rate of 25- 30%. The Retail boom has also led to the opening of a large number of single brand outlets across the country. With big brands and bigger outlets across all segments, from Apparel and Footwear, Watches, Books and Stationary to Jewellery and Consumer Durables, the sweep is indeed broad. The Retail Sector is definitely witnessing a growth phase and everyone wants to make their presence felt in order to take their share of this huge pie. Take a gourmet trip - dig in to sample the depth and breadth of this amazing sector. Types of Retail Chains operating in India * Food and Beverage * Health and Beauty * Clothing and Footwear * Home Furniture and Household Goods * Consumer Durable Goods * Leisure and Personal Goods. MGF DEVELOPMENTS LIMITED is a part of MGF Group. MGF (Motor General Finance) is a very well
M. Yaseen Khan et. al / VSRD International Journal of Business & Management Research Vol. 1 (6), 2011
known company in finance sector and now it is in the shopping malls industry. In India Shopping Malls industry is upcoming industry worth Rs 17000 Cr. In NCR (National Capital Region) Gurgaon is the most favorite place for the shopping malls. M.G. (Meharuli Gurgaon) Road is the place for all famous shopping malls in Gurgaon. In NCR DLF, MGF, JMD, SAHARA, all big players are in the region. On M.G. Road Gurgaon MGF Group has two shopping malls in operation MGF Metropolitan Mall, MGF Plaza, Sahara Group has its Sahara Mall and DLF Group has its City Centre. The study involves comparative analysis of consumer buying behavior and brand perception of consumers regarding shopping malls on M.G. Road Gurgaon and Metropolitan Mall as a base. The methodology adopted to study the consumer buying behavior & brand perception of consumer is through survey in shopping malls on M.G. Road 675 consumers were surveyed. The survey is done through the personal interviews by putting two different sets of structure questionnaire to them with the help of a team of management students. 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.
M. Yaseen Khan et. al / VSRD International Journal of Business & Management Research Vol. 1 (6), 2011
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.
And based on above findings, Recommendations on followings: How can increase the conversion ratio of footfalls to buying in shopping mall?
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How can increase the footfalls in shopping malls? For what types of consumers Shopping Mall should make its plans.
3. RESEARCH PLAN
The study is descriptive in nature to examine the consumer buying behavior and brand perception of consumers in shopping malls. 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. Consumers decide the brand of any shopping mall and they are different to each other to various aspects. Consumer survey was done to know their purchasing behaviour in different shopping malls on M.G.Road. They are the one who constitute the market and the target of the business. Until and unless the marketers have the knowledge of consumer buying behavior and where they spend the most and what they thing about the mall cannot increase the footfall and conversion ratio in Shopping Malls. Hence, a consumer survey was done to know their wants, purchasing power, and buying habits to know their brand perception and buying behavior in shopping malls. Secondary data regarding footfalls in shopping mall, buying pattern and other related was collected from the internet, magazines, newspapers, KPMG Report and mall management itself.
3.2.2.
Sample Procedure
Nonprobability Convenience Sample was adopted i.e. the most accessible members of the population or random selection of the consumers. The best-suited method for this kind of survey is Personal Interview while the consumers were shopping. Through this method of conducting research more questions can be asked and it helps in collecting additional information, which may be useful for the company.
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4. MGF Group
With the burgeoning of the Indian financial sector, it is becoming increasingly important to identify the distinct strengths of any financial services company before deciding to associate with it. This is an introduction to an organization that, in many ways, has been a role model for a host of new companies entering the field. With over 60 years of experience. The Motor and General Finance Ltd. is one of India's oldest financial companies, and today among the acknowledged leaders in the industry. The company provides here an outline of the group's wide-ranging development financing and fund management experience, and the scope of our operations today. The motor and General Finance has now become the MGF Group, with companies involved in Hire Purchase and leasing, construction and real estate development and automotive dealerships. Following are the companies within the MGF Fold: 1.MGF Developments Ltd. 2.MGF Motors Pvt. Ltd. 3.MGF Automobiles Pvt. Ltd. 4. Capital Vehicle Sales Pvt. Ltd. 5. Compact Motors Ltd. 6. Kerala Cars Pvt. Ltd. 7.Omega Motors Pvt. Ltd. 8. The Motor and General Finance Ltd. 9.MGF (INDIA) Ltd. 10. India Lease Developments Ltd. 11.Jaybharat Credit Ltd. 12.Goodwill India Ltd. 13 MGF Services Ltd.
Globalization and knowledge growth have changed rules. Today, the customers are more aware and better connected with counterparts across the nation. This changing environment compels to seek higher levels of service quality and efficiency. There is perhaps no better measure of an organizations success than customer satisfaction. With world class Service and Support systems, the company constantly strive to be the industrys best, setting standards for others to follow.
4.1. Retail
With 2, 00,000 sq. ft of space dedicated to departmental stores and retail outlets, the Metropolitan are a shopper's paradise. From furnishings to cosmetics, jewellery to designer wear, the complex will cover varying budgets, tastes, and needs. Shop space has been structured keeping the retailer in mind. All outlets will have back door servicing, for aesthetic and logistical considerations. Signage and shop windows allow retailers to create a distinct pull.
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4.2. Hospitality
The complex has six specialty restaurants offering Continental, Chinese, Mediterranean and Frontier cuisine. From Delhi's discerning gourmets, the Metropolitan promises a veritable feast. For the musically inclined, live performance from talented musicians and groups, will be a feature of the jazz Bar. Theme based restaurants like sports cafes would appeal to the younger crowd.
4.3. Entertainment
The top floor has a Multiplex screening the latest blockbusters. It serves to draw crowds to upper floor stores, encouraging impulse buying. Constantly changing signage and cutouts of recent attractionswilladdvariety.30, 000 sq ft of space is earmarked for exclusive Fun spots. With a host of arcade games, pool, bowling, crazy cars and virtual reality games. Aimed at attracting the younger crowd, the Metropolitan will have a discotheque. It serves as a crowd puller during after commercial hours, while serving as a venue for exciting events and promotions.
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15
60 70
Spend per visit in shopping mall in the BELOW 20 yrs. Up to Rs. 200 4 (11%) Rs.200-500 21 (60%) Rs.500-2500 10 (29%) Rs.2500 & Above 0
Spend per visit in shopping mall in the age BETWEEN group 20-25 yrs. Up to Rs.200 5 (7%) Rs.200-500 46 (65%) Rs.500-2500 15 (22%) Rs.2500 & Above 4 (6%)
Spend per visit in shopping mall age group BETWEEN 25 35 yrs. Up to Rs.200 0(0%) Rs.200-500 26 (43%) Rs.500-2500 30 (50%) Rs.2500 & Above 4(7%)
5.2.1.
Consumers usually spend their money on Food, entertainment, Apparels, and sports & footwear. Consumers in the age group of below 20 25 yrs and 25 35 were in the maximum numbers.
M. Yaseen Khan et. al / VSRD International Journal of Business & Management Research Vol. 1 (6), 2011
Consumers in Mall spend money between 500 2500 and more then Rs. 2500. Consumers in mall come to the mall either once in a week or twice in a week. Consumers in Mall either students or in services or professionals in the maximum numbers.
5.2.2.
Consumers in mall mostly know mall as PVR, Shoppers Stop and Metropolitan Mall. Consumers in mall are mostly Brand oriented regarding any thing. Consumers accept that this mall is the best place for the fun & entertainment and good food joint. Consumers mostly motivated to come to the shopping mall by friends and relatives.
Category of consumers
6%
14 20 40 40
47%
101
19%
M. Yaseen Khan et. al / VSRD International Journal of Business & Management Research Vol. 1 (6), 2011
5.4.1.
Consumers in mall come for the house holds shopping. Consumers come to the mall mostly homemakers and service class. According to them Sahara Mall is the best for the middle class. Students consumers spend much on apparel and food& beverages in Sahara Mall. They spend 67% on apparels and 33% on food & beverages.
Apparels 9
Households 0
33%
5.4.2.
As a brand the Sahara Mall is famous a mall fore the middle class due to the Big Bazaar. Big Bazaar, Pantaloon, and Haldiram is the most popular among the consumers
M. Yaseen Khan et. al / VSRD International Journal of Business & Management Research Vol. 1 (6), 2011
The popular brands also the Haldiram and the Pantaloon. Sales and discount schemes attracts them to come to the mall.
Age Group
Below 20 yrs.
2% 5%
56%
37%
35 & Above
Category of consumers in MGF Plaza Student 4 Business 45 Professional 23 Service 18 Homemaker 105
Category
2%
23%
54% 9%
12%
M. Yaseen Khan et. al / VSRD International Journal of Business & Management Research Vol. 1 (6), 2011
5.6.1.
Consumers come for the purchase the branded electronic items and home furnishing items. Consumers in the mall were the only serious buyers and dont come for the entertainment. Consumers spends the money more then Rs. 2500
5.6.2.
The MGF Arc us brand attracts consumers in the mall. Consumers were also come due to the Branded shops like Electrolux, Philips and LG electronics. As a brand in shopping malls consumers said that Plaza is the best for all necessary home items like electronics and furniture.
7. CONCLUSION
Survey among the 180 consumers regarding the consumer buying behavior and consumer brand perception in Metropolitan Mall consumers came for the fun & entertainment, shopping for the branded apparels, sportswear and mostly for the food. Mostly numbers of consumers in the age group between 20 35 yrs. The annual income of their were in the between 2- 10 lakhs. In consumers PVR and Shoppers stop were very famous. Survey among the 215 consumers regarding the consumer buying behavior and consumer brand perception in Sahara mall consumers come for the purchasing of households and shopping for the pantaloons. Consumers mainly in age group of 25 35 yrs and more then 35 yrs. Big Bazaar is the main attraction among the consumers. Survey among the 195 consumers regarding the consumer buying behavior and brand perception of consumers
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in MGF Plaza consumers in the age group between 30 35 yrs and above. They come for the home furnishing and other necessary electronics items for the home. Arc us is the main attraction among consumers.
8. RECOMMENDATIONS
In Metropolitan Mall management should think about the indoor games like bowling, snooker for their good time pass in mall. In Metropolitan Mall there should be a disco for the complete fun and entertainment. In Sahara Mall management should also think about to promote other stores except Big Bazaar. Make it like a Shopping mall not like a Big Bazaar store. In MGF PLAZA there are basically home furnishing items so make some plans for these serious customers who visit and purchase from the mall. For the Metropolitan Mall: This is a complete mall for the family, fun and entertainment so increase the numbers on consumer in the mall open some more food joints in the mall and starts some indoor games like snooker, for the good time pass in the mall. Starts discos for the youths and do more promotional activities for the young generations like fashion shows etc. For the Sahara Mall: Its not like a shopping mall its just like a Big Bazaar store specially for the middle class and place mostly for the consumers in the age group of 35 and above. So promote other stores also in shopping mall make it a complete shopping mall. Open some places like PVR in the mall by which it can also attracts the young generations. Make some proper sitting arrangements for the customers especially for the old customers. For the MGF Plaza: This is a complete place for the home furnishing items and necessary electronic items so open some more branded stores for these items.
9. REFERENCES
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