Introduction
RETAIL INDUSTRY IN INDIA
Till the early 1890ss, the organized retail industry had non evolved. There was no consumer civilization, there were limited trade names and people bought what was available. There were no shopping countries. The retail industry lacked trained work force. It was hard to vie with the unorganised sector because they operated with minimum labour costs and operating expenses. Tax Torahs and authorities limitations added the job. Liberalization has changed all this. Today client is with more disbursement power, is better educated, and more significantly, exposed to trade names and merchandises through telecasting and foreign trips. The Indian consumer now has the desire to get. Personal ingestion is on the rise. Customer sections, already diverse, have been sub-divided with joint households giving manner to atomic households, and the increasing figure of working twosomes. These alterations along with increased handiness of retail infinite and qualified manpower hold had a positive impact. New participants are now come ining the market. Alternatively of retail development, there is a retail revolution in India.
The emerging buying power of the urban educated in-between category and the turning work civilization of the working adult females has changed the purchasing wonts of households, who are sing a growing in income and famine of clip. Rising incomes have led to increasing convenience and service. Consumers have started caring about where they would wish to shop, be it multi trade name mercantile establishment, sole shops or promenades with development around them but are besides more demanding. They want superior quality at an low-cost monetary value and they want it immediately.
Therefore, we see that there is a strong tendency in favour of one-stop stores like promenades and supermarkets. A Mall/supermarket entreaties because of its pleasant milieus, better merchandise show and the handiness of a broad assortment of trade names. The shop has accurate step controls and allows economic systems of graduated table. A shopper besides has the option of shopping for all family necessities under one roof. In the hereafter, with more double income households, the consumer ability to pass will increase, but at the same clip, it is predicted that the clip available for shopping will travel down. In such a scenario, the retail merchants will hold to progressively develop shopping as an experience and at the same clip, the more successful 1s will be those that provide faster service.
Promenades, in peculiar, are lending enormously to the development of organized retail. Promenades are coming up both within metropoliss and at the outskirts vowing to make finishs that will pull 1000s of clients every twenty-four hours.
India is sing a “ promenade roar ” . Shopping promenades are set to one of the most seeable faces of the Indian retail scene in the following few old ages. Harmonizing to estimations apart from the metropolitan and larger metropoliss, every bit many as 50 new promenades will be coming up by 2005 in the smaller metropoliss as good.
In India Shopping Malls industry is upcoming industry in India. Today in India Shopping Mall industry is deserving 17000 Cr. Industry. In NCR ( National Capital Region ) Gurgaon is the most favourite topographic point for the shopping promenades. M.G. ( Meharuli – Gurgaon ) Road is the topographic point for all celebrated shopping promenades in Gurgaon. In NCR DLF, MGF, JMD, SAHARA, all large participants are in shopping promenade industry. On M.G. Road Gurgaon MGF Group has two shopping promenades in operation MGF Metropolitan Mall, MGF Plaza, Sahara Group has its Sahara Mall and DLF Group has its City Centre. This undertaking involves around the survey of “ CONSUMER BEHAVIOR AND EXPERIENCE ABOUT SHOPPING MALLS ; A COMPARITIVE STUDY OF MGF PLAZA, SAHARA MALLS AND METROPOLITAN MALL ” . The methodological analysis adopted to analyze the undertaking is through study in Sahara, MGF and Metropolitan shopping promenades on M.G. Road, 750 consumers were surveyed. The study is done through the personal interviews by seting a set of structured questionnaire to the visitants of Shoping Mall.
Consumer buying power is the chief factor, which determines their purchasing behaviour and trade name of shopping promenades. Shoping Promenades are the topographic points for the merriment & A ; amusement, household excursion, shopping and feeding ‘s. In shopping Malls age factor is besides one of the dominant factor in day-to-day footstep. What I studied that in different shopping promenades different age group consumers come and they impact on the purchasing behaviour.
Consumer who visits any shopping promenade on M.G.Road about comes to see Sahara, Metropolitan and MGF shopping promenade. In survey of shopping promenades I found after analysis that Metropolitan Mall is the best topographic point for the merriment & A ; Entertainment, eating and branded shopping. Metropolitan Mall is non a topographic point for the in-between category. Sahara Mall is good for the household shopping like families, dresss due to Big Bazaar and Pantaloon and good for the feeding due to the Haldirams. Sahara Mall is the lone one promenade on M.G. Road for the in-between category. Sing the MGF PLAZA it is the topographic point merely for the place trappingss and indispensable points for the household. It is the topographic point both for the in-between category and higher category. In my survey all the consumers have visited all the three Shopping Malls and they were of all age groups and all categories. In Metropolitan Mall, direction should believe about the indoor games like bowling, snooker for the lease clients spend more clip in Mall. In Metropolitan Mall there should be a disco for the complete merriment and amusement. In Sahara Mall, direction should besides believe about how to advance other shops except Big Bazaar. Make it like a Shopping promenade non like a Big Bazaar shop. In MGF PLAZA there are fundamentally home supplying points so the Management should believe of program to pull the immature crowd in the Mall in order to do it a complete Promenade for both shopping and amusement. They can open a Cinema hall to pull the crowd of all age group.
This undertaking evolves around the purchasing behaviour of the consumer in the shopping promenades and their perceptual experience about shopping promenades.
RATIONALE OF THE STUDY
Shoping Mall industry is an approaching industry in India, as Shopping Malls are altering the manner middle-class Indians store. With to the full air -conditioned shops, escalators and quality service resembling any international Mall. Today a client pays greater attending to merchandise handiness, show, in-store service and of class, the easiness of shopping. Indian households are besides looking at amusement as a flight. Entertainment is equated with shopping, nutrient and options like film and bowling back streets.
The decennary old economic reforms have engendered a new, store boulder clay you drop strain of in-between category Indians who after sing the shopping in large metropoliss overseas, have fueled the demand for the rise of Shopping Malls. There are figure of households who are starved of attractive amusement options and with lifting disposable income, who want to pass a greater proportion of their outgo on shopping in universe category atmosphere where convenience is combined with amusement. From tiring oh no modus operandi to a merriment filled yes outing for the full household, shopping for the typical family has come a long manner so. Multi-Storyed promenades have most decidedly made an impact offering shopping, amusement and nutrient all under one comfy roof.
Giant promenades are coming midst and fast in Gurgaon to wholly transform the $ 200 billion Indian retail sector. More than 200 promenades are in planning and building phase across the state and to in-cash the sudden revival of involvement in shopping India, large corporate such as the TATAS, PIRAMALS, RAHEJAS, SAHARA, DLF AND RPG ENTERPRISES are rushing to revolutionise the Indian retail industry and fuel a building roar.
India is going the hub of Shopping Malls. In Gurgaon peculiarly tonss of shopping promenades are opening up. In October 2004 India ‘s first Mall entirely dedicated to Jewelry ( Gold Souk ) was opened in Gurgaon, on the outskirts of the capital. The Gold souk ‘s retail infinite has been leased out or sold with approximately 70 retail merchants including 35 major national and international trade names for concern. Leading trade name names have occupied infinite in the gold souk include Hammer Plus, Espirit, Hugo Boss, Citizen, Celeste, Asmi, Sangini and Nakshtra.
This undertaking helps me in happening out how the Shopping Malls are altering the Indian retail industry in general and redefining consumers ‘ shopping experience due to increase in their overall exposure to the different assortments of merchandise under one roof.
OBJECTIVES OF THE research survey
The first measure in any Marketing Research calls for the research worker to specify the undertaking range and so specify job carefully and explicate the research Objectives. An old age says, “ A job well defined is half solved. ”
To analyze the “ Consumer behaviour and experience about Shoping promenades: A comparative survey of among MGF PLAZA, METROPOLITAN MALL AND SAHARA MALL at Gurgaon. ” Will be conducted with the following aims: –
To analyze the profile of consumers sing different Shopping Malls along with their motivations.
To happen out different purchasing behaviours of consumers in different Shopping Malls at Gurgaon.
Research Methodology
Research Plan: Research Plan is no particular for all types of research ; it is distinct depending upon the nature of the job. It can be -Exploratory, Descriptive or Causal.
To analyze the Consumer Behavior and experience about Shopping Malls is a descriptive research.
Planing a research program calls for determinations on –
Datas beginnings
Research Instruments
Sampling program
Contact methods.
Datas beginnings: The research involves garnering Secondary every bit good as Primary informations.
Primary informations: A study will be conducted to garner primary informations from the market here the chief accent will be given on the consumers to garner information as consumers are the 1s who decide the trade name of any shopping promenade and they are different from each other on assorted facets. It will assist us to cognize their buying behaviour in different shopping promenades. They are the 1 who constitute the market and the mark of the concern. In Shoping Malls Industry until and unless we have the cognition of consumer purchasing behaviour and where they spend the most and what they think about the promenade can non increase the footstep and transition ratio.
Secondary informations: – Secondary informations sing pes falls in shopping promenade, purchasing form and other related will be collected from the cyberspace and promenade direction itself.
RESEARCH Instrument: In marketing research the chief research instrument used in roll uping primary informations is the Questionnaire. For this research a set of questionnaire will be structured for the consumer purchasing behaviour and their perceptual experience towards the shopping promenades. The questionnaire will be both unfastened ended and near ended.
SAMPLE PLAN
The Sample Plan calls for three determination
Sampling Unit,
Sample Size,
Sampling Procedure
CONSUMER SURVEY: –
Sample Unit: Consumers.
Sample Size: 750
1. MGF Metropolitan Mall – 250
2. Sahara Mall – 250
3. MGF Plaza – 250
Entire – 750
Sample Procedure: ( Random Sampling ) non chance Convinces Sample is adopted i.e. the most accessible members of the population are indiscriminately selected.
Contact Method: The best-suited method for this sort of study is Personal Interview. Through this method of carry oning research more inquiries can be asked and it helps in roll uping extra information.