Documente Academic
Documente Profesional
Documente Cultură
RETAILING
Retail Retailing in India The Indian Retail Market Major Indian Retailers Entry of MNCs Challenges Indian Retail Scenario
SHOPPING MALLS
Introduction. Shopping malls in India. Demand for mall space: future potential. Teething troubles for Indian malls. Shopping malls in surat. Why people in surat come to a mall. Mall: A natural phenomenon in late industrial society.
Survey Method
Survey tool
RESEARCH METHODOLOGY
Scope of Research
Data Collection
Options
Only shopping malls Only retail stores Both
Response
44 40 41
Percentage
35.2 32 32.8
Total
125
100
33% 32%
35%
Particular shopping mall or retail store people visit to buy their household products.
Table 2: Particular place where people visit to buy their household products
Places for purchasing household products
Response
17 23 55 17 13
Percentage
13.6 18.4 44 13.6 10.4
Iscon mall Reliance fresh Dheeraj sons Big bazaar Food bazaar
Total
125
100
Chart 2: Particular place where people visit to buy their household products
PLACES FROM WHERE CONSUMERS PREFER THEIR HOUSEHOLD PRODUCTS
50 45 40 35 30 25 20 15 10 5 0
PERCENTAGE
Dhiraj Sons 44
Consumer s preference to go for purchasing at shopping malls than other retail stores
Table 3: Consumer s preference to purchase at shopping malls over other retail shops
Options
Yes No
Response
80 45
Percentage
64 36
Total
125
100
Chart 3: Consumer s preference to purchase at shopping malls over other retail shops
CONSUMERS PREFERENCE FOR PURCHASING AT SHOPPING MALLS OVER OTHER RETAIL SHOPS
36%
64%
Yes No
Time Period
Weekly Monthly Quarterly Unplanned basis
Response A
33 47 23 22
Percentage
26.4 37.6 18.4 17.6
Total
Weekly Monthly Quarterly Unplanned basis
125 B
44 31 21 29
100
35.2 24.8 16.8 23.2
Total
125
100
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
17.6 18.4
37.6
23.2 16.8
24.8
26.4
35.2
SHOPPING MALLS
RETAIL SHOPS
Weekly
Monthly
Quarterly
Unplanned basis
Purpose
Shopping Outing Dating
Response
69 44 12
Percentage
55.2 35.2 9.6
Total
125
100
OUTING
SHOPPING
0 10 20 30 40 50 60
Outing 35.2
Dating 9.6
Products
Shopping malls
Clothes Grocery Food items Electronics General items Furniture Any other
80 46 36 85 31 74 45
45 79 89 40 95 51 80
Chart 6: Purchasing of different products from Shopping Malls and other Retail Shops PURCHASING OF DIFFERENT PRODUCTS FROM SHOPPING MALLS AND OTHER RETAIL SHOPS
100% 90% 80% 70%
PERCENTAGE
Electronic s 32 68
Any other 64 36
Average amount spent in one visit at Shopping malls and Retail shops
Table 7: Average amount spent in one visit Amount
Less than 500 500-1000 1000-1500 1500-2000 More than 2000
Response SM RS
9 31 38 22 25 34 21 32 28 10
Percentage SM RS
7.2 24.8 30.4 17.6 20 27.2 16.8 25.6 22.4 8
Total
125
125
100
100
100 90 80 70 60 50 40 30 20 10 0
Shopping malls
Retail shops
Response
SM 39 64 22 RS 62 44 19 SM 31.2 51.2 17.6
Percentage
RS 49.6 35.2 15.2
Total
125
125
100
100
100 80 60 40 20 0
Shopping malls
Retail shops
Timing
8 am 11 am 11 am 2 pm 2 pm 6 pm 6 pm 10 pm Anytime
Response
SM 17 6 11 48 43 RS 7 12 17 24 65
Percentage
SM 13.6 4.8 8.8 38.4 34.4 RS 5.6 9.6 13.6 19.2 52
Total
125
125
100
100
100 80 60 40 20 0
Parameters
Total
Percentage
SM 32 63.2 80.8 59.2 RS 68 36.8 19.2 40.8
Total
Product quality
91
34
125
72.8
27.2
100
Convenience
44
81
125
35.2
64.8
100
Sales personnel
60
65
125
48
52
100
Chart 11: Comparison between Shopping Malls and other Retail Shops
90 80 70 60 50 40 30 20 10 0
Adequacy
Less than adequate Adequate More than adequate
Response
SM 14 67 44 RS 69 41 15
Percentage
SM 11.2 53.6 35.2 RS 55.2 32.8 12
Total
125
125
100
100
35.2 53.6
12 32.8 55.2
40% 20% 0%
11.2
Shopping malls Retail shops Adequate More than adequate
Much better than expected Somewhat more than 65 31 expected Same as expected 42 70 Somewhat worse than 2 8 expected Much worse than expected 0 9 Total 125 125 Chart 13: Anticipation of Service provided
Much worse than expected Somewhat worse than expected Same as expected Somewhat better than expected Much better than expected
Good Points
High variety Ambience Convenience Service
Response
45 31 27 22
Percentage
36 24.8 21.6 17.6
Total
125
100
Ambience 25%
Bad Points
Costly Crowd Queue Distance
Response
42 28 28 27
Percentage
33.6 22.4 22.4 21.6
Total
125
100
Distance 22%
Costly 34%
Good points about retail shops Table 15(a): Good Points about Retail Shops Good Points
Less costly Good quality Convenience Service
Response
57 17 28 23
Percentage
45.6 13.6 22.4 18.4
Total
125
100
Bad Points
Less variety Low quality Less parking space Service
Response
51 19 27 28
Percentage
40.8 15.2 21.6 22.4
Total
125
100
Service 22% Less variety 41% Less parking space 22% Low quality 15%
FINDINGS
64% of the respondents preferred to buy clothes from shopping malls. Ambience, Service and Product quality of the Shopping malls is highly preferred by the respondents of the questionnaire. Retail shops must increase the Product variety and Parking space for the customers. 51.2% of the respondents prefer to visit shopping malls on weekends and 49.6% customers prefer to visit Retail shops on weekdays. Approximately 40% of the respondents prefer to visit shopping malls in the evening while for Retail shops about 52% of the people prefer to go anytime. Respondents preferred to visit retail shops as compared to shopping malls as they find it more cheaper than shopping malls Approximately 33% of the respondents spend 1000-1500 rupees on an average in a single visit. While 31.2% of the respondents don t spend more than 500 on an average in a single visit in Retail shops Approximately 44% of the respondents buy their household products from the Retail shops only.
RECOMMENDATIONS
Parking space availability must be increased by the Retail shops. There should be marginal decrease in the prices of the products available in the shopping malls. Well trained sales personnel should be appointed by the Retail shops. The product variety must be increased by the retail shops. With the increase in product variety, the Retail shops must also increase and maintain the quality of the products. The floor space should be increased in the Retail shops to enhance the atmosphere by which more customers can be attracted. Cash counters must be increased so that the waiting time of the customers can be decreased. Adequate stock should be maintained for various products in the shopping malls. Proper eating facilities should be provided in every Shopping malls.
Shortage of Time
Ambiguity
Limited Survey
Limitations Of Study
BIBLIOGRAPHY
Books Referred
Marketing Research, Fourth Edition, Tata McGraw- Hill
Publishing Company Limited, New Delhi (2009)