IF : 4.547 | IC Value 80.

26 Volume : 3 | Issue
VOLUME-6, : 11 | November
ISSUE-5, MAY-20172014 • ISSN
• ISSN NoNo 2277- 8160
2277 - 8179

Original Research Paper Management

A STUDY ON THE CONSUMER BEHAVIOR TOWARDS SHOPPING
MALL IN KOZHIKODE CITY

MUHAMED YASIR A K M Phil scholar Bharathidasan University

ABSTRACT The retail sector in Indian has a drastic transformation and rapid growth in this era. The emergence of shopping
malls has turned the face of the retail industry in India. Indian metro cities like Mumbai, Delhi, Chennai, Bangalore
etc. have received economic and social contributions from these malls making them one of the most prominent cities in India as well as
around the world. Now small cities are also show the same mall culture. Organized retail sector is growing at rapid speed, more jobs are being
created, town plans are getting modernized, and thus the consumer behavior too. These are happens due to high-income opportunities,
international exposure, changing attitude towards saving and necessities of lifestyle. The shopping behavior of consumer is also changed
with the growing choices and trends. Shopping in malls has become a major leisure activity. In this scenario, the current study will help
marketers to understand the consumers in terms of their shopping styles and to adapt and improve their marketing campaigns as well as
strategies to penetrate more into the market.

KEYWORDS : Shopping malls, customer's attitude, retail sector, purchasing behavior.

INTRODUCTION: Samples are taken from Three different Malls (Focus Mall, Hilite Mall
India has ranked as the fourth most attractive nation for retail and R P Mall) in Kozhikode city.
investment, among 30 emerging markets by AT Kearney (US based
global management consulting rm) in its Global Retail ANALYASIS:
Development Index (GRDI) 2011. The retail sector of India gathered Demographic Details of Respondents:
22 % of GDP and contributes to 8 % of total employment. Changing
No % No %
wants and needs of the customer, higher education, increased
spending power, exposure to branded products, increased number Age 20 and 11 10.47 Month- below 16 15.24
of working couples, formation of high number of nuclear families, below ly 10,000
availability of retail space in more regions and quali ed manpower 21-30 38 36.19 Income 10,000- 37 35.24
attributed to retail revolution in India. 25,000
31-40 26 24.76 25,001- 25 23.80
Over the last few years, retail sector has become one of the fastest 40,000
growing sectors in the Indian economy. Though the country has the 41-50 19 18.10 40,001- 15 14.29
highest retail outlet density in the world, Indian retail sector is highly 50,000
fragmented and organised retail in the country is at very nascent 50 and 11 10.48 above 12 14.43
stage. Organised retailing outlets are less than 5% of the Indian above 50,000
retailing industry. According to FICCI the organized retail industry in Total 105 100 Total 105 100
India is expected to grow 25-30% annually.
Acad. Underg 38 36.19 Occupa Studen 34 32.38
Kozhikode, third largest city in Kerala categorized as Tier II city is Quali c raduate tion t
having a population of 431,560 persons as per Census 2011. Malls ation Graduat 42 40.00 Busines 28 26.67
are considered as the visible face of Indian retail scene. In India, Mall e s / self
culture was con ned to metropolitan and Tier I cities like Mumbai, employ
Delhi, Kolkata, Mumbai etc., Currently, Malls are making their ed
presence in Tier II and Tier III cities due to expanding middle and
Post- 24 22.86 Govt.S 25 23.81
upper class customer base. Kozhikode is also experiencing mall
Graduat ervice/
culture in recent years
e Teache
rs
The major bene ciaries of the retail boom are Consumers. Now the
Doctora 1 00.95 Others 18 17.14
Indian consumers have a choice of a wide range of products, quality
te
and prices. Organised retailing changes the whole concept of
shopping in terms of consumer buying behaviour. In this study, an Total 105 100 Total 105 100
attempt was made to study the consumer decision-making styles in Marital Married 64 60.95 Gender Male 48 45.71
shopping malls of Kozhikode. status Unmarr 41 29.05 Female 57 54.29
ied
OBJECTIVE OF THE STUDY: Seperat 0 0 Transg 0 0
1. To understand the customers purchasing behaviour who visit ed ender
shopping malls. Total 105 100 Total 105 100
2. To know the customers attitude towards shopping malls.
3. To understand gender differences if any, in terms of purchasing The Major ndings are:
behavior. Ÿ Most of the consumers are in the age of 21 to 30 (36.19%).
4. To know the overall level of satisfaction among customers. Ÿ The income level of consumers is maximum in the range of
10000-25,000.
RESEARCH METHODOLOGY: Ÿ Most of the responders' academic quali cation is graduate
Research Method: Survey method (40%) and undergraduate (36.2%)
Contact method: Direct personal Ÿ Students are the major responders.
Research instrument: Questionnaire Ÿ The quantity of married peoples are higher than that of
Sample size: 105 unmarried people
Sampling technique: Convenient sampling Ÿ The quantity of female consumers is a little bit higher than that

GJRA - GLOBAL JOURNAL FOR RESEARCH ANALYSIS X 429

Volume : 3 | Issue
VOLUME-6, : 11 | November
ISSUE-5, MAY-2017 2014 • ISSN
• ISSN No 2277
No 2277 - 8179
- 8160 IF : 4.547 | IC Value 80.26
of male consumers. Good range 28 21 49 Weekends 08 16 24
Ÿ Most of the responders (32.38%)spent 4 to 6 hours per week for of items
their shopping.27.62% people consumes 2 to 4 hours per week. Friendly 12 27 39 Fortnightly 06 11 17
Ÿ Usually they visit(36.19%) 3 to 4 stores during shopping. 31.43 environment
percent people visits 5 to 6 stores during their shopping. Good 03 05 08 once a 03 09 12
Ÿ Around half of the responders visit Malls 3 or more than three ambience month
times per week. Total 48 57 105 Total 48 57 105

Purchasing Behaviour in Malls Average time spent for shopping (Hours/week)

Hou Perce H0= There is no signi cant relationship between Gender and
rs ntage Experience with Average time spent for shopping
H1= There is signi cant relationship between gender and
Average Less than 20 19.05 No of 1-2 17 16.19
experience with average time spent for shopping.
Time 2 Shops stores
spent for 2-4 29 27.62 Visited 3-4 38 36.19 Here the calculated value is 12.1607
shopping in Mall stores Degrees of freedom=(r-1)*(c-1) (4-1)*(2-1) =3*1=3
(Hours/w 4-6 34 32.38 5-6 33 31.43 In 5% level of signi cance the table value is =7.815
eek) stores
Above 6 22 20.95 Above 6 17 16.19 Here the calculated value is greater than table value so we reject the
Total 105 100 Total 105 100 null hypothesis (Ho) .There is signi cant relationship between
Product's Excellent 43 40.95 Feeling Excellent 26 24.76 Gender and experience with average time spent for shopping.
Quality Good 24 22.86 about Good 19 18.10
offered at Satisfacto 20 19.05 Parking Satisfacto 36 34.29 Shops Visited in Mall:
shopping ry facility ry H0= There is no signi cant relationship between Gender and Shops
malls Not 18 17.14 provid Poor 24 22.85 Visited in Mall
Satisfacto ed by H1= There is signi cant relationship between gender and Shops
ry mall Visited in Mall
Total 105 100 Total 105 100
Here the calculated value is 6.5028
Reason Near to 09 08.57 Freque 3 or more 52 49.52
Degrees of freedom=(r-1)*(c-1) (4-1)*(2-1) =3*1=3
for house ncy of than 3
In 5% level of signi cance the table value is =7.815
Buying Visit per week
from Good 49 46.67 Weekend 24 22.86 Here the calculated value is less than table value so we accept the
Shoppin range of s null hypothesis (Ho) .There is no signi cant relationship between
g Malls items
Gender and Shops Visited in Mall.
Friendly 39 37.14 Fortnightl 17 16.19
environm y Quality offered at shopping malls:
ent H0= There is no signi cant relationship between Gender and their
Good 08 07.62 once a 12 11.43 belief that shopping malls offered quality products.
ambience month H1= There is signi cant relationship between gender and their
Total 105 100 Total 105 100 belief that shopping malls offered quality products.

RESULTS AND DISCUSSIONS: Here the calculated value is 3.6146

Mal Fem Tota Male Fem Total Degrees of freedom=(r-1)*(c-1) (4-1)*(2-1) =3*1=3
e ale l ale
In 5% level of signi cance the table value is =7.815
Average Less 14 06 20 Shops 1 - 2 11 06 17
Here the calculated value is less than table value so we accept the
time than 2 Visited stores
null hypothesis (Ho) .There is no signi cant relationship between
spent for 2 - 4 17 12 29 in Mall 3 - 4 20 18 38 Gender and their belief that shopping malls offered quality
shoppin stores products.
g (Hours/
4 - 6 11 23 34 5-6 10 23 33
week)
stores Parking facility provided by Malls:
Above 06 16 22 Above 07 10 17 H0= There is no signi cant relationship between Gender and their
6 6 experience of parking facility provided by Malls.
Total 48 57 105 Total 48 57 105 H1= There is signi cant relationship between gender their
experience of parking facility provided by Malls.
Quality Excell 18 25 43 Parking Excell 10 16 26
offered ent facility ent
Here the calculated value is 4.0554
at Good 15 09 24 provide Good 10 09 19 Degrees of freedom=(r-1)*(c-1) (4-1)*(2-1) =3*1=3
shoppin Satisfa 08 13 20 d by Satisfa 17 9 36
g malls ctory Malls ctory
In 5% level of signi cance the table value is =7.815
Not 07 10 18 Poor 11 13 24 Here the calculated value is less than table value so we accept the
Satisfa null hypothesis (Ho) .There is no signi cant relationship between
ctory Gender and their experience of parking facility provided by Malls.
Total 48 57 105 Total 48 57 105
Reason Near 05 04 09 Freque 2 or 31 21 52 Reason for Buying from Shopping Malls:
for to ncy of more H0= There is no signi cant relationship between Gender and
Buying house Visit than 2 Reason for buying from Shopping Malls.
from in one H1= There is signi cant relationship between gender and Reason
Shoppin week for buying from Shopping Malls.
g Malls Here the calculated value is 6.6578

430 X GJRA - GLOBAL JOURNAL FOR RESEARCH ANALYSIS

IF : 4.547 | IC Value 80.26 Volume : 3 | Issue
VOLUME-6, : 11 | November
ISSUE-5, MAY-20172014 • ISSN
• ISSN NoNo 2277- 8160
2277 - 8179

Degrees of freedom=(r-1)*(c-1) (4-1)*(2-1) =3*1=3 4. Mohd Taushif and Rumzi , A Study of Factors Affecting Impulse Buying Behaviour of
Consumers At Malls (Delhi). International Journal of Research and Development – A
In 5% level of signi cance the table value is = 7.815 Management Review.
Here the calculated value is less than table value so accept the null 5. Sohail and M. Sadiq, Gender differences in mall shopping- a study of shopping
hypothesis (Ho) .There is no signi cant relationship between behaviour of an emerging nation .Journal of Marketing and Consumer Behaviour in
Emerging Markets
Gender and Reason for buying from Shopping Malls.

Frequency of Visit:
H0= There is no signi cant relationship between Gender and
Frequency of visit.
H1= There is signi cant relationship between gender and
Frequency of visit.

Here the calculated value is 8.3503

Degrees of freedom=(r-1)*(c-1) (4-1)*(2-1) =3*1=3

In 5% level of signi cance the table value is =7.815

Here the calculated value is greater than table value so we reject the
null hypothesis (Ho) .There is signi cant relationship between
Gender and Frequency of visit.

SUGGESTIONS:
Regarding purchasing decisions, pre –planning for shopping is the
new concept buzzing especially in the context of Internet
proliferation. However in malls, the in-house advertisements and
signage has a larger scope to tempt the customers towards
purchases, as a considerable customers visit malls for window
shopping. Thus malls retailer can focus more in this particular area to
attract the customers. Pre-planning and in-house advertising
together gives clarity and customer can go for better purchasing
decisions.

Further infrastructure needs to be improved to enhance the

performance of the mall. Malls not only cater to the product needs
of the customers, but also a source of entertainment, recreation. It is
high time that mall owners need to come up with an USP to create
visibility in the mall to get desired footfalls. Mall can take up
Promotional activities like Food festivals, exhibitions, lm
promotions, to keep the interest of the people high according to the
tastes of the consumer.

CONCLUSION:
This study reveals that the Kozhikode customers are quite happy
with overall shopping mall experience. They consider it as “One-
Stop Shop” for wide range of brands and products and therefore
absolutely comfortable. The value they get for money they spend in
malls is considerably good.

As Kozhikode city is entering into mall culture and many more malls
are likely to come up, in future there will be stiff competition
between malls. So managing a mall will be more challenging. Mall
owners have to very much awareness of the mindset of the
customers and deliver products and services catering to the needy
customers belonging to various groups. Ambience, Infrastructure,
Traffic determines the facilities of any mall. Therefore facility
management integrates people, process, place and technology in a
mall. Hence shopping malls need to ensure that good ambience and
traffic is maintained.

The study also proves that the bonding for local shops and groceries
continues to exist, especially in towns like Kozhikode with regard to
quality of product being offered in malls. If the purpose is only the
purchase of products, the customers need not travel to malls all the
distance, rather would choose a better Grocery or a nearby small
shop for the same.

REFERENCES:
1. Khare, Arpita (2011), Mall Shopping Behaviour of Indian Small Town Consumers.
Journal of Retailing and Consumer Services, Vol.18(1).
2. Khan, Tarana (2009), Are malls catching on with small town marketers
[http://www.afaqs.com/news/story/ 23286 Are malls catching on with small town
marketers]
3. Rajagopal, Coexistence and Con icts between Shopping Malls and Street Markets in
Growing Cities: Analysis of Shoppers' Behaviour. Working Paper MKT-03-2010.

GJRA - GLOBAL JOURNAL FOR RESEARCH ANALYSIS X 431