INTRODUCTION

What are malls?

A shopping mall is a modern, chiefly North American, term for

a form of shopping precinct or shopping center (also
spelled shopping centre), in which one or more buildings form a
complex of shops representing merchandisers with
interconnecting walkways that enable customers to walk from
unit to unit. A shopping arcade is a specific type of shopping
precinct which is usually distinguished in English for mall
shopping by the fact that connecting walkways are not owned
by a single proprietor and are in open air.

From the late 20th century, entertainment venues

such as movie theaters and restaurants began to be added. As
a single built structure, early shopping centers were often
architecturally significant constructions, enabling wealthier
patrons to buy goods in spaces protected from the weather.

The size of shopping centers and malls

continued to increase throughout the twentieth and into the
twenty-first centuries. However, many smaller arcades have
been demolished, replaced with large centers or "malls", often
accessible by vehicle. Technical innovations such as electric
lighting and escalators were introduced from the late 19th
century.
 OBJECTIVE

1. To analyze the buying behavior pattern vis-à-vis

demographic of the consumer in shopping malls.
2. To examine the percentage translation of
footfall into actual purchase behavior and
factors affecting it.
3. To study the effect of location while deciding on a
shopping mall.
 METHODOLOGY

Name of the method used: INTERVIEW.

1. An interview is a conversation where questions are asked

and answers are given.

2. In common parlance, the word "interview" refers to a

one-on-one conversation between an interviewer and
an interviewee.

3. The interviewer asks questions to which the interviewee

responds, usually so information may be transferred from
interviewee to interviewer (and any other audience of the
interview).

4. Sometimes, information can be transferred in both

directions.

5. The traditional two-person interview format, sometimes

called a one-on-one interview, permits direct questions
and follow-ups, which enables an interviewer to better
gauge the accuracy of responses.

6. It is a flexible arrangement in the sense that subsequent

questions can be tailored to clarify earlier answers.
MERITS AND DEMERITS OF INTERVIEW:

A.MERITS:
a. It gives more reliable information because it is collected
through direct personal observation.

b. It is economical and less time consuming.

c. Investigator collects the information himself so it is

possible to clear his doubts.

d. There is a scope to obtain extra information by asking

additional questions.

e. This method is elastic because language can be changed as

per the need.

B. DEMERITS:
a. It is not advisable for very large filed of investigation.

b. Bias element or prejudice of investigator may affect the

observation.
c. An interview may not be successful, if questions are not
asked tactfully.

d. It is difficult to get response in case of sensitive questions

or from busy personalities.
 Scope of Survey

1. The survey was restricted to the city of Ludhiana

having a large consumer base.

2. Two shopping malls “WESTEND MALL” and “MBD

NEOPOLIS” were selected to be the part of the
survey conducted.
Major
Findings
1. Merchandizing

2. Entertainment

3. Location and Accessibility

4. Buying Behavior

5. Control Room

6. Promotional Schemes
 1. Merchandizing
a. The number of stores and products May variety is
very important but not enough to be a
differentiating attribute because almost all the
malls have similar merchandizing assortments.
People want malls to reflect their own styles
besides this they want stores to rejuvenate
themselves because they get Bored quickly.

b. From our analysis it seems that people usually want

that there should be quality products as well as in
addition to clothing, footwear and restaurants and
multiplexes variety of stores like Magazines store,
gift shop, accessories should be present within the
shopping malls.

c. Quality of products was cited as an ideal shopping

attribute, as well as one of the major reasons for
not visiting a specific mall retail outlet.
 2. Entertainment
a. It is well said that shopping malls are places
where people can socialize with friends &
family, enjoy entertainment, watch movies
comfortably, shop at variety of stores or
solve their loneliness or other psychological
stress.

b. Presence of different kinds of specialty

entertainment facilities slice snooker,
bowling, movie theatre etc. has a vital
importance for the attraction of participants.

c. People want things like sport centers, dance

clubs, restaurants and café.
 3. Location and
Accessibility
a. There is lot of competition in this shopping
mall business.

b. A large number of malls are coming up in

cities in the future.

c. Most of the customers feel that the

environment and vicinity around the malls
should be good so that it is comfortable for
them to visit the place.

d. People don’t like to visit a specific retail

outlet as most of them are present in the
crowded areas of the city.
 4. Buying Behavior
a. Different types of people visit shopping mall.

b. It is not always that they will buy.

c. People in Ludhiana frequently buy when they

visit a mall followed by always buying
behavior.
 5. Control Room
a. A control room or operations center or operations
control center (OCC) is a room serving as a central
space where a large physical facility or physically
dispersed service can be monitored and controlled.

b. Control rooms have been used by the military and

by large industrial plants.

c. Control rooms for vital facilities are typically

tightly secured and inaccessible to the general
public.

d. Multiple electronic displays and control panels are

usually present, and there may also be a large wall-
sized display area visible from all locations within
the space.
 6. Promotional Schemes
a. Sales promotion is one of the seven aspects of the
promotional mix.

b. Many retailers put many promotional schemes so

that consumer gets forced to buy their products.

c. For Example: There could be 35% off or 40% off

on the purchasing of products as shown in pictures
at the right side.

d. Many brands use to put offer BUY ONE GET ONE

FREE or BUY THREE GET TWO FREE etc.

e. These are the schemes which are used to promote

their products.

f. Sometimes the retailer provides free samples to

the customer for the first use and for advertising.
 Conclusion
a. The information thus collected from the
respondents of the study presented the prevailing
situation of shopping malls in Ludhiana.

b. Because of the changing consumer moods ,

increasing purchasing power and more frequent
visits of teenagers , entrepreneurs have developed
new formats for providing merchandize and
services ranging through the shopping malls that
attracts them .

c. It was observed that there are big players sharing

the youth fashion-pie and have carved themselves
as permanent stop providers for the customers.

d. Whatever the clothing or style they want,

whatever accessories to go over, being hip hop or
just playing casual, good retailers will provide them
all.
 REFRENCE:
1) Maharashtra board grade XI organization
of commerce textbook.
2) www.google.com