Recently, the developers and investors are
conscious of the benefits of retaining current customers, which are essential
leading to the success of shopping center development. The effective marketing
plan can draw more people and repeated customers to visit the 5 shopping arcade
again and as a consequence enhance the sales revenue to the tenants and achieve
stable and high rental income to the investors. Therefore, the developers are
willing to put more financial and manpower resources to implement marketing
strategy so as to enhance the attractiveness of the arcade and build up a good
relationship with customers. There has been a shift in the market demand in
today’s world. Technology is one of the Major factors which are responsible for thisexample group,
work in the mark. New living-stage people are no more dependent on hate market and far off of
division’s stores. Today we can see a new time in market with the opening up of many of
divisions stores, in over-great degree market,
shoppers stop, malls, trade-marked do trade with general
public out-lets and work for which a person is
noted stores. In today earth getting things at
store is not any more trouble-giving work rather it’s a pleasing outing surprising
event now. The present work-place is based on force
blow of promotional activities on user behavior at getting
things at store malls. Getting things at
store mallsis a new sort of market which came into existence in India since 1994.
It is a sort of market where different kind of products are ready
used) under one roof. My work-place is on coming
to a decision about the customers giving money
for behavior of customer’s in getting things at store malls and the pleasure level of customers in getting
things at store malls. My work-place will get out the current
position of getting things at store malls and come to
about where it stands in the current market. This market field take
views of will help in having knowledge
of the present customers tastes and desires. It will help me in putting
a value on the customer’s future needs, wants and requests. Shopping
malls are increasingly using promotional activities to differentiate the mall
from competitors through image / brand communication, to increase traffic
(visits) and to stimulate merchandise purchases, in an increasingly competitive
environment characterized by over capacity and declining customers.
Owner/management groups that have a portfolio of malls have recognized a need
to market themselves effectively given that the store mix and product offerings
of many regional shopping malls are very similar. However, the changing
consumer base is creating a need to better understand the requirements of a
heterogeneous market composed of numerous diverse segments making the use of
mass market promotions more difficult. (ukessays, 2015) (Google)
Simply speaking, consumer is a person who
consumes or uses various goods and services. Goods may include consumable goods
(like wheat, salt, sugar, fruits etc.) or durable consumer goods (like T.V.,
Refrigerator, Toaster, etc). Services that we buy may include electric power,
Transport, Professional’s advices etc. “Anybody who chooses goods and services
spends money to obtain them and uses to satisfy his or her own needs.” (Google)
Consumer behaviour is the study of human
response to products and services. It is important to understand ” Why” & ”
How’s” of buyers behave so manufacturer
can do a better job of developing quality of product, charging reasonable
price, improvement in distributing product through various channels, and
promoting goods and services with various promotion measure for the group of consumers.
The study of consumer behaviour has its roots in examining people for the sake
of understanding and going insight.
Consumers are like finger prints, no two
consumers are same in their behaviour. Consumers are shaped to some extent by
the environment in which they live they in term affect environment through
their behaviour. The fundamental goals of every business are to achieve full
profit potential out of target consumer with various needs and taste there are
many similarities also among them. Therefore, it becomes necessary to study
target consumer wants, perception preferences and buying behaviour. The
behaviour that consumer display in searching, purchasing eliminating and
disposing of goods and services which make them to essence of study of consumer
behaviour. To study the changing pattern of consumer behaviour and penetration,
the result can get by doing survey so I decided to do survey on Mall.
Consumer behaviour obviously refers to the
behaviour of consumers in deciding whether to buy or not to buy, whether to use
or not to use, whether to dispose off or not to dispose of the products, which
satisfy their needs. Consumer behaviour also refers to the use of scarce
resource like time, money and efforts on consumption items.
Consumer behaviour tries to answer the
What products and services user give
What makes user to give money
When these are bought byuser?
From where the user give money for?
What is the number of
times of giving money for?
How often user use it?
I will undertake what is
experienced as user make observations to discover the answer to the above
questions. These answers will make ready help to the manufacturers in the
design, development and further getting well of their product. It also enables
them to design their promotional designs. A person getting something for money
or one who gives money is not necessarily being a user. Generally parents also
give money for their children in this Case they are not the user but, the boys
and girls. Sometimes a product brought maybe used together. It is also noted
that the decisions to give money for may effect by a number of persons. A
marketer has to give money for May effect by an either to the one who gives
money or the user or the influencers. Some have in mind that the best publicist
that of ones getting things for money, while some others have in mind that it
is that of the users. It is possible to play safer by giving directions for the
given higher position to both the one who gives money and user. Medical
substances are gave help to through the science, medical experts, who take the
product selection decision, but they neither buyers nor user. (Google)
Why We Study Consumer Behaviour?
The work-place of user
behavior is the work-place of how individuals make decisions to use up their
ready (to be used) resources (time, money, attempts) on using up related things
on a list. It includes the work-place of what they give money for, why they
give money for it, when they give money for it, where they give money for it,
how often they give money for it, and how often they use it. Just as user and
marketers are different, the reasons why people work-place user behavior are
also different. The field of user behavior holds great interest for us as user,
as marketers. As user, we help from our own consumptions-related decision: what
we give money for, why we give money for, how we give money for, and the
promotional effects that get to us to give money for. The work-place of user
behavior enables us to become more good, that is, wiser, user. As marketers and
future marketers, it is important for us to take in why and how individuals
make their using up decisions, so that we can make better overall view
marketing decisions. If marketers get through knowledge user behavior, they are
able to say what will take place in the future how users are likely having a
reaction to different knowledge-sorting and conditions of causes, and are able
to form their marketing designs as in agreement. Without doubt, marketers who
get through knowledge user behavior have great in competition more chances in
Ludhiana is a greatly sized
to do with industry great town in the north indian state of Punjab Ludhiana
District is one of the22 districts in the state of Punjab in north-west
Republic of India. Ludhiana great town which is part of the country
headquarters is the middle part (of wheel) of industry in Punjab.
The main industries are
2-wheeled machine parts and hosiery Ludhiana is the biggest great town of the
state. It has eight tehsils seven sub-tehsils and twelve development gets in
the way of. Getting things at store is something that everyone loves to do in
their free time and Ludhiana being the middle part (of wheel) of industries and
cloth, is the best-suited place for malls and multiplexes. There are quite a
number of malls in Ludhiana but to make it simple, not hard for you, we have
listed the top most visited getting
things at store malls of Ludhiana that are a great inside to have special
rights getting things at store, getting entertained and to dine in. (Google)
Silver Arc Mall
The Pavilion Mall
Grand Walk Mall
Review of literature
(Taylor and Cosenza (2002)) conducted a study to examine the shopping
choice behavior of an important and viable segment of teen market called,
“Later aged female teen”. The results revealed that typical later aged female
teen made right choice especially for clothing products. Finally the groups
desire to stay and shop at the local mall seemed to be a function of the mall
composition and excitement.
aimed at evaluating the consumers? attitude towards nearby market, big bazaars
and shopping malls and to analyze the related reasons age wise, education wise
and income wise. The basic purpose is to find out the reasons of patronizing a
store gender wise and to unfold the consumers? preference to shopping malls.
The main objective of this study was to evaluate the consumers? attitude
towards nearby market, age wise, education wise and income wise and to find out
the reasons of patronizing a store gender wise. Different stores in the city
Ludhiana were selected. The data were collected age wise, income wise and
education wise. In some cases the respondents were requested to rate the
different attributes ranging from 1-5 on liker scale. Where 1 indicates the
most favorable and 5 indicates the most unfavorable attitude.
(Khan and Zafar (2011))made
a comparative analysis of consumer buying behavior and brand perception of
consumers regarding shopping malls in Ludhiana as a base. Consumer purchasing
power is the main factor, which determines their buying behavior and brand of
shopping malls. The methodology adopted to study the consumer buying behavior
& brand perception of consumer is through survey in shopping malls.
Shopping Malls are the places for the fun & entertainment, family outing,
shopping and eating?s.
(Devgan and Kaur
(2010)) India being a piebald country offers a
wide diversity in terms of people following different religions, language
changing every 20 miles, diversified cultures leading to different tastes,
habits and preferences. Therefore, the reasons for popularity of shopping malls
may not be same in India as in other countries across the globe.
in his study considered several characteristics of shoppers – such as
functional shopping motivation, deal proneness, recreational shopping
motivation, age, income and family size, to be a significant influence on mall
(Sangita Mohanty (2012))
studied in her paper titled “Drivers of retail shopping: An Exploratory study”
consumers attitude towards nearby market, big bazaars and shopping malls and to
analyze the related reasons age wise, education wise and income wise. The basic
purpose is to find out the reasons of patronizing a store gender wise and to
unfold the consumer’s preference to shopping malls.
(Parsons (2003)) in his paper analyzed common promotional activities employed by
shopping mall marketers, which were ranked by a sample of customers on their
likelihood of encouraging increases in the two key performance indicators used
by shopping malls – sales and visits. Whilst mall–wide sales are the preferred
promotion, a combination of general entertainment and price–based promotions
were found to be a strong alternative way to encourage visits and spending.
(Anselmsson (2006)) in his study found selection as the most important determinant of
shopping mall choice, followed by atmosphere / ambience of the mall and third
most important determinant of satisfaction was convenience, which includes
opening hours, parking, ease–of–movement and ability to find one’s location in
the mall. If shopping mall enjoys high visiting rates, a better strategy might
be to focus on present customers and build relationships by improving
satisfaction management. The focus would then be on atmosphere, refreshments,
convenience and performance of the store personnel. On the other hand, if a
mall is behind competitors and needs to increase sales and visit frequency,
management should focus more on promotional activities and location aspects in
terms of improving geographical convenience. (Google)
Objectives of the study
The following are the objectives of the study
To analyze the perception of consumers in purchasing at shopping malls.
To identify the factors of influencing consumers to purchase at shopping
To study the consumer behavior at shopping malls with reference to
gender, age, occupation and income.
To analyses different attributes of layout, accessibility, ambience,
availability of services, sales personnel and promotional tools in Mall.
To study consumer’s buying tactic, shopping priority during shopping at
malls in Ludhiana City.
To find the expectation and perceptions of Consumer’s desirable and
wishful factors in future they want in mall. (Google)
Sources of data
objectives of the project are such that both primary and secondary data is
required to achieve them, so both were used for the study. (Google)
Data to be collected for analysis from the
customers of mall is a structured questionnaire. (Google)
Some of the data collected was also based on
available information published in newspapers and industry journals, or that
released by retail companies or shopping malls developers themselves via
the purpose of the study 200 respondents from Fun Republic and Brooke field’s
shopping Malls has been selected applying Convenience Sampling method, since
the population is infinite. (Google)
chapter deals with the analysis and interpretation of the study on with the
sample size of 200 respondents from Ludhiana city.
collected facts have been categorized, tabulated with the following statistical
measures for executing the objective of the study.
Simple percentage analysis
Chi – square
Limitations of the study
following are the limitations of the study.
· This study is applied only to Ludhiana city
so the result may not be applicable to other cities or area.
· The finding of the study depends on the respondents’