Mall Shopping Behavior and Clothing Choice for Consumer

7/31/2019 Mall Shopping Behavior and Clothing Choice for Consumer

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Mall shopping behavior and clothing choicefor 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


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ACKNOWLEDGEMENT

A work is never a work of an individual. I owe a sense of gratitude to the intelligence and co-

operation 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.


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Table of Contents

1. Executive Summary....................................................................................... 4

2. 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 .............................. ............124.3. Data Analysis Techniques ...................................................... ............12

4.4. Limitations of the Study ......................................................... ............12

5. Data Analysis and Interpretation ................................................... ............13

6. Findings of the Study....................................................................... ............34

7. Recommendations............................................................................ ............36

8. Conclusions ...................................................................................... ............37

Annexure .................................................................................................. ............38

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

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


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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.


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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:


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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.


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Table1: City wise Malls and Shopping Centres(2005)

City/Region Built up Area IN sq.ft

No. of

Malls

Delhi NCR 6,533,374 29

Mumbai,Navi Mumbai,

Thane 6,575,000 27

Kolkata 741,660 3

Chennai 1,350,000 2

Banglore 1,260,000 5

Pune 1,230,000 5

Hyderabad 695,000 5

Others 3,179,830 20

Total All India 21,564,864 96

Source: Images Retail Report 2005This 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

CityDistribution of Mall

space

Mumbai 27%

Delhi 30%

Banglore 5%

Hyderabad 7%

Pune 5%

Source: Knight & Frank, India


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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 activityperhaps 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 MallConsumer purchasing power is the main factor, which determines their buying behavior andbrand 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.


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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 500-

2500 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. It s a good place

for eating and family shopping.


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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 HomeMakers. 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


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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 onfrequencies, 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 bebiased.

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

GenderNo. of

Respondents%

male 143 47.51

Female 158 52.49

Graph:A1

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

48%

52%

Gender

male

Female


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Educational Qualification of Respondents

Table: B

EducationNo. of

Respondents%

Upto 12 3 1.00

Graduation 98 32.56

Post grad 157 52.16

professional 43 14.29

Graph:B1

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

are upto matric.

1%

33%

52%

14%

Education

Upto 12

Graduation

Post grad

professional


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Age of Respondents

Table: C

AgeNo. of

Respondents%

below 25 177 58.80

26-30 86 28.57

31-35 23 7.64

36-40 11 3.65

Above 41 4 1.33

Graph:C1

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.

59%

28%

8%

4%1%

Age

below 25

26-30

31-35

36-40

Above 41


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Annual Family Income of Respondents

Table: DAnnual familyincome

No. ofRespondents

%

Below 1 lakh 17 5.64

1-2 lakh 23 7.64

2-3 lakh 89 29.56

4-6 lakh 137 45.51

above 6 lakh 35 11.62

Graph:D1

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.

6%8%

29%

45%

12%

Annual family Income

Below 1 lakh

1-2 lakh

2-3 lakh

4-6 lakh

above 6 lakh


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Occupation of Respondents

Table: E

OccupationNo. of

Respondents%

student 125 41.53

Private service 107 35.55Governmentservice

38 12.62

Self Employed 31 10.30

Graph:E1

Interpretation:Out of 301 respondents, 36% are doing Private job, 41% are students, 13% are in government

job and 10% are Self-employed.

41%

36%

13%

10%

Occupation

student

p.service

govt.service

self emp


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Frequency of Mall visit

Table: FFrequency to visitmall

No. ofRespondents

%

more than 2 week 76 25.25

once a week 105 34.88

once in a month 56 18.60

once in a fort night 64 21.26

Graph:F1

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.

25%

35%

19%

21%

Frequency to visit mall

more than 2 week

once a week

once in a month

once in a fort night


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Vehicle Owned by Respondents

Table: G

Vehical OwnedNo. of

Respondents%

two wheeler 117 38.87four wheeler 54 17.94

both 99 32.89

none 31 10.30

Graph:G1

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.

39%

18%

33%

10%

vehical owned

two wheeler

four wheeler

both

none


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Respondents responses on clothing buying behaviour on 36 factor

On scale of 1 to 5

Table: H

Very Unimpt. Unimport.Neither import.nor Unimport.

Important Very Import.

No. ofRespnt.

%No. of

Respnt.%

No. ofRespnt.

%No. of

Respnt.%

No. ofRespnt.

%

Fit 15 4.98 9 2.99 12 3.99 91 30.23 174 57.81

Look 12 3.99 9 2.99 14 4.65 120 39.87 146 48.50

Style 9 2.99 11 3.65 16 5.32 124 41.20 141 46.84

Price 8 2.66 10 3.32 32 10.63 134 44.52 117 38.87

Color 8 2.66 12 3.99 19 6.31 147 48.84 115 38.21

Fabric 8 2.66 13 4.32 29 9.63 142 47.18 109 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


Out of 301 respondents, 46.84% said that Style is very important for them, 41.20% said that it is



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 isunimportant 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



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



Table: I

Very Impt. Unimport.Neither

import. norUnimport.


No. ofRespnt.

% No. ofRespnt.

% No. ofRespnt.

% No. ofRespnt.

% No. ofRespnt.

%

Check outspeed

11 3.65 42 13.95 89 29.57 120 39.87 39 12.96

Personalservice

8 2.66 51 16.94 75 24.92 132 43.85 35 11.63

Immediatepossetionof items

4 1.33 43 14.29 78 25.91 134 44.52 42 13.95

Label &

brand

8 2.66 18 5.98 40 13.29 145 48.17 90 29.90

Salesassistance

11 3.65 24 7.97 89 29.57 125 41.53 52 17.28

Return andexchangepolicy

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%



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%



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,


Table: J

Very Impt. Unimport.

Neither

import. norUnimport. Important Very Import.

No. ofRespnt.

%No. of

Respnt.%

No. ofRespnt.

%No. of

Respnt.%

No. ofRespnt.

%

Credit cardfacility

24 7.97 54 17.94 68 22.59 104 34.55 51 16.94

SalespersonsKnowledge

10 3.32 47 15.61 78 25.91 116 38.54 50 16.61

Gurantee ofproducts

10 3.32 43 14.29 53 17.61 126 41.86 69 22.92

riskfreepurchasing

5 1.66 43 14.29 91 30.23 113 37.54 49 16.28

Bright Store 2 0.66 31 10.30 95 31.56 120 39.87 53 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,



Out of 301 respondents, 16.28% said that risk free purchase is very important for them, 37.54%



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




No. ofRespnt.

%No. of

Respnt.%

No. ofRespnt.

%No. of

Respnt.%

No. ofRespnt.

%

StoreLayout

19 6.31 31 10.30 78 25.91 133 44.19 40 13.29

ProductDisplay

4 1.33 27 8.97 71 23.59 130 43.19 69 22.92

TimelyCheckout

4 1.33 57 18.94 98 32.56 98 32.56 44 14.62

Music 33 10.96 35 11.63 81 26.91 97 32.23 55 18.27

ChangingRoom

11 3.65 24 7.97 73 24.25 103 34.22 90 29.90

PromotionalSchemes

10 3.32 22 7.31 58 19.27 149 49.50 62 20.60

loyaltyCards

16 5.32 75 24.92 62 20.60 101 33.55 47 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%



Out of 301 respondents, 14.62% said that timely checkout facility is very important for them,



Out of 301 respondents, 18.27% said that music in the store is very important for them, 32.23%



Out of 301 respondents, 29.90% said that changing room facility is very important for them,



Out of 301 respondents, 20.60% said that promotional schemes is very important for them,



Out of 301 respondents, 15.61% said that loyalty cards facility is very important for them,




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Table: L




No. ofRespnt.

%No. of

Respnt.%

No. ofRespnt.

%No. of

Respnt.%

No. ofRespnt.

%

Quality of

products 8 2.66 25 8.31 23 7.64 146 48.50 99 32.89Variety 10 3.32 19 6.31 29 9.63 107 35.55 136 45.18

brandselection

7 2.33 18 5.98 31 10.30 155 51.50 90 29.90

Fashion 10 3.32 30 9.97 30 9.97 137 45.51 94 31.23

location ofstore

6 1.99 33 10.96 70 23.26 120 39.87 72 23.92

Parkingfacility

12 3.99 30 9.97 71 23.59 119 39.53 69 22.92

Resonablepricing

8 2.66 30 9.97 45 14.95 135 44.85 83 27.57

SpacousStore

2 0.66 35 11.63 102 33.89 120 39.87 42 13.95

Interpretation:Out of 301 respondents, 32.89% said that Quality of product is very important for them, 48.50%



Out of 301 respondents, 45.18% said that Variety is very important for them, 35.55% said that it



Out of 301 respondents, 29.90% said that Brand Selection is very important for them, 51.50%



Out of 301 respondents, 31.23% said that Fashion is very important for them, 45.51% said that it



Out of 301 respondents, 23.92% said that Location of store is very important for them, 39.87%




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Out of 301 respondents, 22.92% said that Parking Facility is very important for them, 39.53%



Out of 301 respondents, 27.57% said that Reasonable Pricing is very important for them, 44.85%



Out of 301 respondents, 13.95% said that Spacious Store is very important for them, 39.87%



Table: M

Very Impt. Unimport.

Neither



No. ofRespnt.

%No. of

Respnt.%

No. ofRespnt.

%No. of

Respnt.%

No. ofRespnt.

%

Airconditioning

12 3.99 40 13.29 76 25.25 103 34.22 70 23.26

Storeadvertisement

10 3.32 48 15.95 83 27.57 104 34.55 56 18.60

Clean Stores 14 4.65 23 7.64 59 19.60 127 42.19 78 25.91

Interpretation:Out of 301 respondents, 23.26% said that Air Conditioning is very important for them, 34.22%



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



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Factor Analysis(SPSS)

Descriptive Statistics

MeanStd.

Deviation

Analysis

NFit 4.33 1.04 301

Look 4.26 0.973 301

Style 4.25 0.936 301

Price 4.14 0.923 301

Colour 4.16 0.906 301

Fabric 4.1 0.929 301

Check out speed 3.45 1.004 301

Personal Service 3.45 0.991 301

Immediate Possession of Items 3.55 0.946 301

Label and Brand 3.97 0.955 301

Sales Assistance 3.61 0.983 301

Return and Exchange Policy 3.48 1.127 301

Credit Card Facility 3.35 1.186 301

Salesperson's Knowledge 3.5 1.048 301

Gurantee of Products 3.67 1.081 301

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. .920

Bartlett's Test of Sphericity Approx. Chi-Square 6341.879

Df 630

Sig. .000


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Descriptive Statistics

MeanStd.

DeviationAnalysis

N

Store Layout 3.48 1.051 301

Product layout 3.77 0.946 301

Timely Checkout 3.4 0.997 301

Music 3.35 1.22 301

Changing Room 3.79 1.071 301

Promotional Schems 3.77 0.969 301

Loyalty Cards 3.29 1.158 301

Quality of Products 4.01 0.99 301

Variety 4.13 1.042 301

Brand Selection 4.01 0.924 301

Fashion 3.91 1.052 301

Location of Stores 3.73 1.009 301

Parking Facilities 3.67 1.058 301Reasonable Pricing 3.85 1.021 301

Spacious Stores 3.55 0.895 301

Air Conditioning 3.59 1.102 301

Store Advertisements 3.49 1.07 301

Clean Store 3.77 1.063 301

Recommendations by friends andRelatives

3.55 1.081 301


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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)

Fit Look Style Price Colour

CreditCard

FacilitySalesperson's

Knowledge

N Valid 301 301 301 301 301 301 301

Missing 0 0 0 0 0 0 0

Mean 4.33 4.26 4.25 4.14 4.16 3.35 3.50

Median 5.00 4.00 4.00 4.00 4.00 4.00 4.00

Mode 5 5 5 4 4 4 4

Std. Deviation 1.040 .973 .936 .923 .906 1.186 1.048Variance 1.081 .946 .876 .851 .821 1.407 1.097

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)

Fabric

Checkout

speedPersonalService

ImmediatePossession

of Items

Labeland

BrandSales

Assistance

Returnand

ExchangePolicy

N Valid 301 301 301 301 301 301 301

Missing 0 0 0 0 0 0 0

Mean 4.10 3.45 3.45 3.55 3.97 3.61 3.48

Median 4.00 4.00 4.00 4.00 4.00 4.00 4.00

Mode 4 4 4 4 4 4 4

Std. Deviation .929 1.004 .991 .946 .955 .983 1.127

Variance .863 1.008 .982 .894 .912 .966 1.270


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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)

Guranteeof

ProductsRisk Free

PurchasingBrightStore

StoreLayout

Productlayout

TimelyCheckout Music

N Valid 301 301 301 301 301 301 301

Missing 0 0 0 0 0 0 0

Mean 3.67 3.52 3.63 3.48 3.77 3.40 3.35

Median 4.00 4.00 4.00 4.00 4.00 3.00 4.00

Mode 4 4 4 4 4 3 4

Std. Deviation 1.081 .982 .913 1.051 .946 .997 1.220

Variance 1.169 .964 .833 1.104 .895 .995 1.489

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

Promotional

Schems

Loyalty

Cards

Qualityof

Products Variety

Brand

Selection FashionN Valid 301 301 301 301 301 301 301

Missing 0 0 0 0 0 0 0

Mean 3.79 3.77 3.29 4.01 4.13 4.01 3.91

Median 4.00 4.00 3.00 4.00 4.00 4.00 4.00

Mode 4 4 4 4 5 4 4

Std. Deviation 1.071 .969 1.158 .990 1.042 .924 1.052

Variance 1.148 .939 1.341 .980 1.086 .853 1.106

Interpretation:

Among the above variable in the table, Consumer gives more importance to Variety, Quality ofProduct and Brand selection.


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Mean, Median, Mode, Std. Deviation, Variance(Clean store, Store advertisement etc)

Locationof

StoresParkingFacilities

ReasonablePricing

SpaciousStores

AirConditioning

StoreAdvertisements

CleanStore

Recommendationsby friends and

Relatives

N Valid 301 301 301 301 301 301 301 301

Missing 0 0 0 0 0 0 0 0

Mean 3.73 3.67 3.85 3.55 3.59 3.49 3.77 3.55

Median 4.00 4.00 4.00 4.00 4.00 4.00 4.00 4.00

Mode 4 4 4 4 4 4 4 4

Std.Deviation

1.009 1.058 1.021 .895 1.102 1.070 1.063 1.081

Variance 1.019 1.120 1.043 .802 1.215 1.144 1.131 1.169

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

VeryUnimportant

UnimportantNeither

Important norImportant

ImportantVery

Important

Fit 4.43 2.53 4.43 29.11 59.49

Look 4.43 1.27 5.06 36.71 52.53

Style 3.80 3.16 3.80 41.14 48.10

Price 3.16 1.90 8.23 50.63 36.08

Color 2.53 5.06 1.90 53.16 37.34

Fabric 3.80 2.53 9.49 42.41 41.77

Check out speed 0.00 10.13 32.91 39.87 17.09

Personal service 2.53 13.29 24.68 46.20 13.29

Immediate possetion of items 1.90 13.29 17.09 50.63 17.09

Label & brand 1.90 4.43 10.76 46.84 36.08

Sales assistance 3.80 5.70 27.22 44.30 18.99

Return and exchange policy 5.70 9.49 29.11 32.91 22.78

Credit card facility 8.23 15.82 20.25 36.71 18.99Salespersons Knowledge 2.53 16.46 24.68 37.34 18.99

Gurantee of products 5.06 12.66 14.56 38.61 29.11

riskfree purchasing 1.90 13.92 24.05 41.77 18.35

Bright Store 0.63 5.06 32.28 40.51 21.52

Store Layout 3.16 8.86 24.68 44.94 18.35

Product Display 1.90 5.70 24.05 44.30 24.05

Timely Checkout 1.90 15.82 31.01 33.54 17.72

Music 11.39 11.39 20.25 36.08 20.89

Changing Room 4.43 5.06 15.82 39.24 35.44

Promotional Schemes 3.80 6.96 18.35 46.84 24.05

loyalty Cards 6.96 20.25 17.09 39.24 16.46

Quality of products 3.16 8.86 6.96 45.57 35.44

Variety 3.16 5.70 8.86 31.01 51.27

brand selection 2.53 4.43 8.23 50.00 34.81

Fashion 4.43 11.39 8.23 43.04 32.91

location of store 1.90 9.49 16.46 43.67 28.48

Parking facility 2.53 7.59 20.25 39.24 30.38

Resonable pricing 2.53 10.13 11.39 46.84 29.11

Spacous Store 0.63 10.76 25.95 44.94 17.72

Air conditioning 4.43 10.76 19.62 39.87 25.32

Store advertisements 5.06 12.66 25.32 34.81 22.15

Clean Stores 5.06 9.49 9.49 45.57 30.38

Recommendations by friends 5.06 12.66 21.52 36.71 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


Out of 301 respondents, 48.50% said that Look is very important for them, 39.87% said



Out of 301 respondents, 46.84% said that Style is very important for them, 41.20% said



Out of 301 respondents, 38.87% said that Price is very important for them, 44.52% said



Out of 301 respondents, 38.21% said that color is very important for them, 48.84% said



Out of 301 respondents, 36.21% said that fabric is very important for them, 47.18% said




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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



unimportant.

Out of 301 respondents, 16.28% said that risk free purchase is very important for them,



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%


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%


Out of 301 respondents, 22.92% said that product display is very important for them,



Out of 301 respondents, 14.62% said that timely checkout facility is very important for



unimportant.

Out of 301 respondents, 18.27% said that music in the store is very important for them,




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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.


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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)ConsumersMotivations 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


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ANNEXTURE B

Mall shopping behavior and clothing choice of Consumers

shoppersDear 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______________________

2. City_______________________

3. Address____________________

___________________________

4. Age:

Below 25

26 to 30

31 to 35

36 to 40

40 and above5. Sex:

Male

Female6. Education:

Metric

Graduate

Post Graduate Professional

7. Which group describes yourmonthly family income?

less than Rs 15000/-

15000/- to 25000/-

25,000/- to 35000/-

9. Frequency of visit to MALL

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 FourWheeler

11.Which Stores have you visited

Reliance Trends

Globus

Shoppers Stop

Pantalon

Any other specify


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40

35000/- to 45,000/-

45,000 and above8. 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 2 3 4 5

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


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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.

Documents

Mall Shopping Behavior and Clothing Choice for Consumer