CHAPTER 1

INTRODUCTION

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INTRODUCTION

Sales promotion is a crucial marketing tool used by retailers to drive sales and promote brand
loyalty. The study will focus on different types of sales promotion schemes such as discounts,
coupons, freebies, and loyalty programs, and their impact on customer behavior. The research
will also examine the factors that influence customer's response to sales promotion schemes,
such as their perception of the brand, product quality, and pricing.

The findings of this study will be useful to retailers and marketers who are looking to design
effective sales promotion schemes that can attract and retain customers. The study will also
contribute to the existing literature on sales promotion and consumer behavior in the Indian
retail sector.

The purpose of this study is to examine the customer's response towards sales promotion
schemes with special reference to Hilite Mall, Calicut. Sales promotion is an essential tool
used by businesses to increase their sales and attract new customers. This study focuses on
understanding the effectiveness of sales promotion schemes in attracting and retaining
customers, as well as the factors that influence customer's response to these schemes.

Hilite Mall, located in Calicut, is one of the leading shopping destinations in the region. The
mall offers a wide range of products and services to its customers and regularly introduces
sales promotion schemes to attract more footfall. The study aims to explore the impact of
these sales’ promotion schemes on the customer's buying behavior and their perception of the
mall.

The study is expected to provide valuable insights into the customer's response towards sales
promotion schemes and help businesses in formulating effective sales promotion strategies in
malls. The results of the study can also be used by Hilite Mall to improve their sales
promotion schemes and enhance customer satisfaction.

Primary objective of the study is about the consumers overall satisfaction of various sales
promotion schemes adopted in the shopping malls. The population taken is the consumers of
Hilite mall, Calicut. This study helps the shopping malls to understand changing buying
behaviour of customers and to plan and implement new strategies or policies that could help
to attract more individual consumers to the shopping malls.

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The findings of this study will provide valuable insights for businesses and marketers on how
to create more effective marketing strategies to influence consumer purchase decisions. It
will also help businesses better understand their target audience and their decision-making
processes, which can lead to improved customer satisfaction and loyalty. Ultimately, the
study aims to contribute to the overall understanding of consumer behaviour in today's
market and help businesses adapt and thrive in a rapidly changing environment.

SIGNIFICANCE OF THE STUDY

The results of the study could provide valuable insights for shopping mall management in
Hilite Mall, Calicut on how to effectively design and implement sales promotion schemes to
attract and retain customers. By understanding what types of promotions are most effective
and why, mall managers could make informed decisions on how to allocate marketing
resources and improve the overall shopping experience for customers. The study could also
be useful for policymakers and other stakeholders interested in the economic development of
the Hilite Mall, Calicut. This information could be used to improve the design and
implementation of sales promotion schemes, resulting in increased customer traffic and sales
for the shopping malls.

STATEMENT OF THE PROBLEM

There is a lack of understanding about how customers in Hilite Mall Calicut respond to sales
promotion schemes offered by shopping malls. This lack of understanding can be problematic
for shopping mall managers, as they need to design and implement effective sales promotion
strategies to attract and retain customers. To address this problem, a study is needed to
investigate the customer’s response towards sales promotion schemes of shopping malls in
the Hilite Mall Calicut. This will provide insights into how customers perceive and respond
to different types of sales promotion schemes, and help shopping mall managers formulate
their strategies to better meet the needs and preferences of their customers.

OBJECTIVES OF THE STUDY

 To analyse the effectiveness of sales promotional tools.

 To identify the various factors influencing customer’s purchase decisions.

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  To determine the various measures for improving the promotional schemes for
stimulating the consumer’s buying behaviour.

SCOPE OF THE STUDY

This study is conducted among customers of Hilite Mall Calicut.

SAMPLING PLAN

The target sample is 60. The sample is selected by using convenience sampling method.

METHODOLOGY
This study is based on both primary and secondary data. The primary data is collected.
through a questionnaire specially designed for this survey. And secondary data is gathered
from the relevant journals, web sites and other sources.
TOOLS AND TECHNIQUES USED
 Tools for data collection: questionnaire and personal method is used as tool for data
collection.

 Presentation tools: Tables, chart and diagram shall be used for data presentation.

 Techniques used for research design: For this study the design going to use is descriptive.

 Tools for analysis: Percentage

CHAPTERISATION

The study will be presented through the following chapter schemes.

1. Introduction

2. Review of Literature

3. Theoretical framework

4. Data analysis and Interpretations

5. Findings, Suggestions and Conclusions

LIMITATIONS OF THE STUDY

 Since direct survey method is used, busy schedule of respondents may affect their
responses.

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 The sample size is 60, so the respondent’s opinion may not reflect the exact scenario.
 Limited time period.

CHAPTER 2

REVIEW OF LITERATURE

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REVIEW OF LITERATURE

1. Sheng, Hsien Lee (2009) conducted the study about how do online reviews effects
purchasing intention. There are lot of promotional activities for promoting a product.
Online reviews are one of them. The internet has provided a competitive platform for
online trading and marketing. There are about 900 million internet users around the
world. So today, online reviews are the best options for promotion of a product. For
the study they collected 258 non-graduated expressed their attitudes about a product
in an online experimental study .The study findings was: positive reviews made a
positive intention on the purchase of online shoppers, the review quantity also effects
it, and people under high -involvement conditions take the central route attitude
change and low involvement consumers tend to adopt the peripheral route in forming
attitude; that is they are more persuaded by review quantity.

2. Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001) conducted the effectiveness of
store brand promotions and national brand promotions in appealing to value-
conscious consumers. The authors conducted a series of experiments to compare the
effects of different types of promotions on consumer behavior. The findings suggest
that store brand promotions are more effective than national brand promotions in
attracting value-conscious consumers, particularly those who are price-sensitive and
have lower levels of brand loyalty. The authors argue that this is because store brands
offer consumers a greater value proposition, in terms of lower prices and comparable
quality to national brands.

3. Blattberg, R. C., & Neslin, S. A. (1990) conducted an in-depth analysis of sales

promotion. The authors explore the various techniques and strategies that companies
use to increase sales and promote their products or services. The book begins with an
overview of sales promotion and its role in marketing. The authors then delve into the

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 different types of sales promotions, such as coupons, contests, premiums, and
sampling, and provide examples of how these techniques can be used effectively.

4. Chuang, Lee, and Chou (2015) examine whether the price promotion strategies of
online retailers differ from those of traditional retailers. The authors conducted a
content analysis of promotional messages from two online retailers and two
traditional retailers in Taiwan, with a focus on the types of price promotions used, the
intensity of the promotions, and the time frame of the promotions. The findings of the
study suggest that online retailers tend to use more types of price promotions than
traditional retailers, with a greater emphasis on time-limited promotions and free
shipping offers. Online retailers also tend to offer higher discounts and more frequent
promotions than traditional retailers. However, the authors note that traditional
retailers may have advantages in certain types of promotions, such as bundling offers
and loyalty programs.

5. Gupta, S. (1988) examines the effects of sales promotions on consumer behaviour.

The study is based on a survey of households in a mid-western U.S. city and focuses
on the impact of two types of sales promotions - price promotions and feature
advertisements - on three aspects of consumer behaviour: timing of purchase, choice
of product, and quantity of purchase. The findings suggest that sales promotions have
a significant impact on consumer behavior, particularly in terms of timing and
quantity of purchase. Price promotions are found to be more effective in stimulating
immediate purchases, while feature advertisements are more effective in influencing
the choice of product. In addition, the study finds that consumers who are more price
sensitive are more likely to respond to price promotions, while those who are more
brand loyal are more likely to respond to feature advertisements.

6. Kim and Park (1997) investigate the effects of two promotional strategies, consumer
price discounts, and bonus packs on brand evaluation and purchase intention. The
study is based on the premise that companies often use price promotions to increase
their sales and attract new customers. However, it is unclear whether these promotions

7
 are equally effective in influencing consumers' perceptions of the brand and their
intention to buy the product. To investigate this issue, the authors conducted an
experiment in which participants were exposed to either a consumer price discount or
a bonus pack promotion for a particular brand of shampoo. They were then asked to
rate the brand on various attributes such as quality, value, and uniqueness, and
indicate their intention to purchase the product.

7. Kocak and Abimbola (2018) explore the impact of sales promotions on brand
switching behavior among consumers. The study is based on a survey conducted
among 327 participants in the United Kingdom. The authors found that sales
promotions have a significant effect on brand switching behavior. Consumers are
more likely to switch brands when they are exposed to sales promotions than when
they are not. The study also revealed that the type of promotion offered has an impact
on the extent of brand switching behavior. For example, price discounts were found to
be more effective in driving brand switching behavior than other types of promotions
such as free gifts or loyalty points.

8. Laroche, Kim, and Zhou (1996) examined the impact of brand familiarity and
confidence on purchase intention in a multiple brand context. The authors conducted a
survey of 150 respondents who were asked to evaluate their purchase intentions for
four different brands of personal computers. The results showed that brand familiarity
and confidence were both significant predictors of purchase intention. Brand
familiarity had a positive impact on purchase intention, while confidence had a
negative impact. The authors also found that the interaction between brand familiarity
and confidence was significant, indicating that the effect of brand familiarity on
purchase intention was stronger when confidence was low.

9. Liao and Chen (2014) examine how consumers' perception of risk affects their
intention to make purchases in mobile shopping contexts. The authors argue that
although mobile shopping offers convenience, security and trust concerns can
increase consumers' perceived risk, which in turn affects their purchase intention.

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10. Naseri and Mirzaei (2018) aim to examine the effect of sales promotion on
consumer behavior in the cosmetic industry. The study is based on a sample of 400
cosmetic consumers in Iran who were asked to fill out a questionnaire. The authors
found that sales promotion has a significant impact on consumer buying behavior in
the cosmetic industry. Specifically, discounts and free samples were found to be the
most effective sales promotion techniques in influencing consumer behavior.
Additionally, the study found that sales promotion has a positive effect on brand
loyalty and repeat purchase behavior.

11. Schindehutte and Morris (2005) discusses the importance of entrepreneurial

leadership in today's business environment and provides a framework for
understanding and measuring this type of leadership style. The authors begin by
defining entrepreneurial leadership as a unique style of leadership that combines
elements of entrepreneurship and leadership. They argue that this type of leadership is
necessary for the success of entrepreneurial ventures, as it involves taking calculated
risks, being innovative, and creating a vision for the future.

12. Pachauri & Moneesha (2001) In order to develop a framework for the study
consumer behaviour it is helpful to begin by considering the evolution of the field of
consumer research and the different paradigms of thought that have influenced the
discipline. As described in this article, a set of dimensions can be identified in the
literature, which can be used to characterize and differentiate, the various perspectives
on consumer research. It is argued that consumer behaviour itself emerged as a
distinct field of study during the 1960s; and is characterized by two broad paradigms,
the positivist, and the non-positivist.

13. Mark Gabbott &Gillian Hogg (2010) reviews the current literature in the fields of
consumer behaviour and the marketing of services in order to examine the main issues
facing the consumer in purchasing services, as opposed to goods. Five distinguishing

9
 characteristics of services are discussed and the implications of these for the
consumers are placed within the information processing model of consumer behaviour
theory. The article suggests that there are problems for consumers in acquiring
effective information regarding services, making comparisons on the basis of that
information and subsequently evaluating the service encounter. It is our contention
that unless consumer responses to the problems associated with services are clarified,
service marketing may be in danger of pursuing provider orientated solutions rather
than understanding the actual nature of the consumer decision process when
purchasing services.

14. Gopal Das Rohit & Vishal Kumar (2010) In the Global Context of Open Market
Economics of Today, the consumer has become the king. He enjoys a lot of Freedom
in his Purchase Decision. A consumer is in the Position to influence the manufacturer
or the marketer regarding, size, quality, content of the product, price, post sales
service, among other things. As a result, the markets no longer remained the "sellers’
market", it obviously turned in to "buyers’ market". With the Indian retail boom,
many players are entering with different retail formats. As a result, competition is
becoming very tough. Keeping in mind that the Indian consumer is price sensitive,
each player is trying to attract more customers through different sales promotional
activities. But the exact picture of the impact of sales promotion on consumer
behaviour is yet unclear to the retailer. This paper tries to find out the impact of retail
sales promotions on consumers buying behaviour.

15. Komal Nagar (2009) conducted Sales promotions are generally looked at as tools
that undermines the brand; yet a tool that is necessarily meant to speed up sales.
Consumer sales promotion take up a large share of the total marketing expenditure
despite which it remains an area that still attracts attention as an essential component
of the promotion mix meant to increase short term sales. It is therefore not surprising
that most of the marketer’s resort to sales promotions to attract the competitor's
market share. The present paper reports the results of the effects of consumer sales
promotions on 427 consumers. This study has attempted to explore the effect of
consumer sales promotions on loyal and non-loyal consumers in two Fast Moving

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 Consumer Goods- washing powders and shampoos. Consumers were classified into
two categories by their degree of loyalty towards the brand: brand loyal consumers
and non-loyal consumers (also known as brand switchers). The study found that
consumer sales promotions have more influence on the brand switchers as compared
to the loyal consumers. Also, among the various forms of consumer sales promotions,
free gifts have more influence on the brand switching behaviour of consumers.
Further, it was found that economic status was not a defining factor effecting
consumer's brand loyalty.

16. Jee Teck Weng & Ernest Cyril de Run (2013) explored the effects of Malaysian
consumers' personal values and sales promotion preferences on their overall
behavioural intention and purchase satisfaction. suggest that sales promotion
technique preferences will have an impact on consumers' behavioural intention and
purchase satisfaction for all the product types studied. On the other hand, there is no
significant impact in consumers' purchases satisfaction and behavioural intention by
personal value for all the product type studied.

17. Usha Ramanathan,Nachiappan Subramanian,Wantao Yu & Rohini Vijaygopal

(2017) conducted retail networks are striving to achieve competitive advantage by
increasing value through loyalty and efficiency with a focus on service operations. As
sales promotions have become an integral part of the retail supply chain planning,
customer behavioural aspects based on loyalty and service operations have been
challenged greatly. Subsequently, management capabilities, such as planning and
timely replenishment, have become complicated tasks for many retail store managers.
This study develops a model integrating retail network value and efficiencies with
customer behaviour and performance. We validate the model using survey data from
prominent U.K. retail store customers.

11
REFERENCE

1. Sheng, Hsien Lee (2009), ‘HOW DO ONLINE REVIEWS EFFECTS

PURCHASING INTENTION’, African journal of business management Vol:3(10),
pp:576-581
2. Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious
consumer: Store brands versus national brand promotions. Journal of Marketing,
65(1), 71-89.
3. Blattberg, R. C., & Neslin, S. A. (1990). Sales promotion: Concepts, methods, and
strategies. Prentice-Hall.
4. Chuang, S. C., Lee, C. C., & Chou, C. (2015). Does the price promotion strategy of
online retailers differ from that of traditional retailers? International Journal of
Electronic Commerce, 19(4), 96-120.
5. Gupta, S. (1988). Impact of sales promotions on when, what, and how much to buy.
Journal of Marketing Research, 25(4), 342-355.
6. Kim, J. O., & Park, J. K. (1997). The effects of consumer price discounts versus
bonus packs on brand evaluation and purchase intention. Journal of Consumer
Marketing, 14(1), 24-36.
7. Kocak, A., & Abimbola, T. (2018). Sales promotion and its effect on brand switching
behavior. Journal of Retailing and Consumer Services, 44, 181-191.
8. Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as
determinants of purchase intention: An empirical test in a multiple brand context.
Journal of Business Research, 37(2), 115-120.
9. Liao, S. H., & Chen, Y. C. (2014). Understanding the impact of perceived risk on
purchase intention in mobile shopping. Internet Research, 24(1), 33-48.
10. Naseri, N., & Mirzaei, A. (2018). The impact of sales promotion on consumer buying
behavior in the cosmetic industry. International Journal of Business and Management,
13(11), 33-44.

12
11. Schindehutte, M., & Morris, M. H. (2005). Understanding and measuring
entrepreneurial leadership style. Journal of Leadership & Organizational Studies,
11(4), 26-39.
12. Pachauri & Moneesha (2001) The Marketing Review ,Volume 2, Number 3,, pp. 319-
355(37)
13. Mark Gabbott &Gillian Hogg (2010) Consumer behaviour and services: A review
Pages 311-324
14. Gopal Das Rohit & Vishal Kumar (2010) Impact of Sales Promotion on Buyer
Behaviour: An Empirical Study of Indian Retail Customers. Journal of Management,
Vol. 3, No. 1, pp. 11-24
15. Komal Nagar (2009) Evaluating the Effect of Consumer Sales Promotions on Brand
Loyal and Brand Switching Segments.Volume 13, Issue 4
16. Jee Teck Weng & Ernest Cyril de Run (2013) Consumers' personal values and sales
promotion preferences effect on behavioural intention and purchase satisfaction for
consumer product Asia Pacific Journal of Marketing and Logistics ISSN: 1355-5855.
17. Usha Ramanathan,Nachiappan Subramanian,Wantao Yu & Rohini Vijaygopal (2017)
Impact of customer loyalty and service operations on customer behaviour and firm
performance: empirical evidence from UK retail sector. Pages 478-488

18.

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 CHAPTER 3

THEORETICAL FRAMEWORK

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THEORETICAL FRAMEWORK

Sales promotions are widely used by businesses to attract new customers, retain existing
customers, and increase sales. These promotions can take many forms, including discounts,
coupons, free gifts, loyalty programs, and more. However, it is important for businesses to
understand how customers respond to these promotions to maximize their effectiveness and
avoid any negative consequences.

This study aims to examine customer response towards sales promotion schemes and identify
the factors that influence their effectiveness. Specifically, the study will explore the types of
sales promotions that are most effective in driving sales and improving customer loyalty, as
well as the factors that can lead to long-term negative effects on brand equity and customer
perception.

By analyzing existing literature on sales promotions and conducting empirical research, this
study aims to provide businesses with practical insights and recommendations for designing
and executing effective sales promotion strategies. Ultimately, this study aims to contribute to
a deeper understanding of customer behavior and help businesses improve their marketing
performance.

HISTORY OF THE SHOPPING MALL

The shopping mall is a global phenomenon that has its roots in ancient outdoor bazaars where
people would go to buy goods from local artisans, farmers, and craftsmen. The shopping
malls that we know today were birthed in the beginning of the 20th century and have since
then grew to cover the major cities of the world in a few different forms. Not only has the
shopping mall become a place to find and purchase goods, but it is also known as a cultural
hot spot where people of all ages can come to interact. However, there has been some
criticism to shopping malls, specifically strip malls. Shopping malls are typically known to be
indoor shopping centers, though some have outdoor areas with the shops having their own
indoor space. The idea came from old, covered marketplaces that were popular between the
10th and 15th centuries, and are even still around today. In 1785, the first purposely built
shopping center was created, but it was not until 1916 that a shopping mall as we consider
them today was built in the United States. During the 1950s, large indoor shopping malls

15
began to spring up in major cities across the world, with famous ones being built in Paris and
London. As automobiles and suburbs sprung up, strip malls were created, which the first
shopping centers were built outside of downtown areas.

COMPONENTS OF SHOPPING MALLS

1. Food court

A common feature of shopping malls is a food court: this typically consists of a number
of fast food vendors of various types, surrounding a shared seating area.

2. Department stores

When the shopping mall format was developed by Victor Gruen in the mid-1950s, signing
larger department stores was necessary for the financial stability of the projects, and to draw
retail traffic that would result in visits to the smaller stores in the mall as well. These larger
stores are termed anchor store or draw tenant. In physical configuration, anchor stores are
normally located as far from each other as possible to maximize the amount of traffic from
one anchor to another.

3. Stand-alone stores

Frequently, a shopping mall or shopping center will have satellite buildings located either on
the same tract of land or on one abutting it, on which will be located stand-alone stores,
which may or may not be legally connected to the central facility through contract or
ownership. These stores may have their own parking lots, or their lots may interconnect with
those of the mall or center. The existence of the stand-alone store may have been planned by
the mall's developer, or may have come about through opportunistic actions by others, but
visually the central facility – the mall or shopping center – and the satellite buildings will
often be perceived as being a single "unit", even in circumstances where the outlying
buildings are not officially or legally connected to the mall in any way.

TYPES OF SHOPPING MALLS

The International Council of Shopping Centers classifies shopping malls into eight basic
types: neighbourhood center, community center, regional center, superregional center,

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fashion/specialty center, power center, theme/festival center, and outlet center.These
definitions, published in 1999, were not restricted to shopping centers in any particular
country, but later editions were made specific to the US with a separate set for Europe.

1. Neighbourhood center

Neighbourhood centers are small-scale malls serving the local neighbourhood. They typically
have a supermarket or a drugstore as an anchor, and are commonly arranged in a strip
mall format. Neighbourhood centers usually have a retail area of 30,000 to 150,000 square
feet (2,800 to 13,900 m2), and serve a primary area in a 3-mile (4.8 km) radius. They are
sometimes known as convenience centers.

2. Community mall

Community malls are larger than neighbourhood centers, and offer a wider range of goods.
They usually feature two anchor stores which are larger than that of a neighbourhood center's,
e.g. a discount department store. They may also follow a strip configuration or may be L- or
U-shaped. Community centers usually feature a retail area of 100,000 to 350,000 square feet
(9,300 to 32,500 m2) and serve a primary area of 3 to 6 miles (4.8 to 9.7 km).

3. Regional center

A regional mall is, per the International Council of Shopping Centers, in the United States, a
shopping mall which is designed to service a larger area than a conventional shopping mall.
As such, it is typically larger with 400,000 sq ft (37,000 m2) to 800,000 sq ft
(74,000 m2) gross leasable area with at least two anchor stores and offers a wider selection of
stores. Given their wider service area, these malls tend to have higher-end stores that need a
larger area for their services to be profitable but may have discount department stores.
Regional malls are also found as tourist attractions in vacation areas.

4. Superregional center

A super-regional mall is, per the International Council of Shopping Centers, in the US a
shopping mall with over 800,000 sq ft (74,000 m2) of gross leasable area, three or more
anchors, mass merchant, more variety, fashion apparel, and serves as the dominant shopping
venue for the region (25 miles or 40 km) in which it is located.

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5. Fashion/specialty center

Fashion or specialty centers feature apparel shops and boutiques and cater to customers with
higher incomes. They usually have a retail area ranging from 80,000 to 250,000 square feet
(7,400 to 23,200 m2) and serve an area of 5 to 15 miles (8.0 to 24.1 km).

6. Power center

Power centers are small shopping centers that almost exclusively feature several big-box
retailers as their anchors. They usually have a retail area of 250,000 to 600,000 square feet
(23,000 to 56,000 m2) and a primary trade area of 5 to 10 miles (8.0 to 16.1 km).

7. Theme/festival center

Theme or festival centres have distinct unifying themes that are followed by their individual
shops as well as their architecture. They are usually located in urban areas and cater to
tourists. They typically feature a retail area of 80,000 to 250,000 square feet (7,400 to
23,200 m2).

8. Outlet center

An outlet mall (or outlet center) is a type of shopping mall in which manufacturers sell their
products directly to the public through their own stores. Other stores in outlet malls are
operated by retailers selling returned goods and discontinued products, often at heavily
reduced prices. Outlet stores were found as early as 1936, but the first multi-store outlet
mall, Vanity Fair, located in Reading, PA did not open until 1974. Belz Enterprises opened
the first enclosed factory outlet mall in 1979, in Lakeland, TN, a suburb of Memphis.

HILITE MALL

HiLITE Mall is a shopping mall located in the city of Kozhikode in the Malabar
region of Kerala. HiLITE Mall is in Palazhi bypass junction on the National Highway 66
bypass where the bypass meets Pottammal - Palazhi road. The shopping mall covers a total
built-up area of 1,500,000 sq ft (140,000 m2) and it is being constructed as a part of the
HiLITE City which has 3,200,000 sq ft (300,000 m2) in first phase and 10,000,000 sq ft
(930,000 m2) in the second phase, an integrated township project from HiLITE Builders. The
mall location is very close to the IT Parks (Government & ULCCS), which gives a decent

18
footfall during weekdays as well. The mall is being constructed in two phases, phase 1 is
complete and phase 2 is under construction which is scheduled to complete by 2019 Q1.
Phase 2 will include an eight-screen multiplex and NESTO Hypermarket chain. HiLite Mall
is a huge mall, where locals prefer spending the evenings. There is ample paid parking at the
mall. There are outlets of many well-known brands, a food court, supermarkets, departmental
stores as well as various avenues for entertainment. There is something for every age group
and the mall also provided a good option for tourists to pass the time. Though, not unlike
malls in other cities, it is worth a visit if there is time on hand.

HISTORY OF HILITE MALL

Hilite Mall is a popular shopping and entertainment destination located in the city of Calicut
(also known as Kozhikode), in the state of Kerala, India. The mall is spread across an area of
approximately 6.5 lakh square feet and is one of the largest malls in the state.

Hilite Mall was developed by the Hilite Group, a leading real estate developer based in
Calicut. The construction of the mall began in 2011 and it was opened to the public in April
2015. The mall was designed by a team of architects from Singapore and India and features
modern design and architecture.

The mall has over 200 stores offering a wide range of products including fashion apparel,
electronics, accessories, cosmetics, and more. The mall also features a food court with a
variety of cuisines, a multiplex cinema with several screens, an indoor gaming zone, and a
large parking space.

Hilite Mall has become a popular shopping and entertainment destination for people in
Calicut and nearby cities. The mall has also won several awards for its design and
architecture, including the Best Design and Architecture award at the 2016 Asia Pacific
Property Awards.

Overall, Hilite Mall has played an important role in the growth of Calicut's retail and
entertainment industry and has become a symbol of the city's modernization and progress.

CONSUMER BEHAVIOUR

Consumer behaviour refers to the actions and decisions made by individuals and households
when purchasing and using goods and services. It involves a complex set of factors that

19
influence the decision-making process, including psychological, social, cultural, and
economic factors.

One of the primary factors that affect consumer behavior is psychological factors such as
perception, motivation, learning, beliefs, and attitudes. These factors can influence the way
consumers perceive products and services and make decisions about whether to purchase or
not.

Social factors such as family, reference groups, social class, and culture also play a
significant role in shaping consumer behaviour. For instance, a consumer's family and
reference groups can influence their purchasing decisions by providing opinions,
recommendations, and support.

In addition, economic factors such as income, price, and availability of credit can affect
consumer behavior. Consumers may also be influenced by marketing strategies, including
advertising, sales promotions, and personal selling. Understanding consumer behaviour is
essential for marketers, as it helps them to develop effective marketing strategies and target
their products and services to the right audience. It can also help businesses to identify new
market opportunities and gain a competitive advantage over their rivals.

BEHAVIOURAL THEORY

Behavioural theory suggests that customers respond to sales promotion schemes based on
their past experiences and behaviours. This theory assumes that customers are influenced by
their previous experiences with promotions and are more likely to respond to promotions that
align with their previous behaviours. For example, customers who have responded positively
to a discount promotion in the past may be more likely to respond to a similar promotion in
the future.

SALES PROMOTION SCHEME

A sales promotion scheme is a marketing strategy aimed at increasing sales, building brand
awareness, and attracting new customers. Sales promotion schemes typically offer customers
incentives or rewards for purchasing products or services, such as discounts, coupons, free
samples, rebates, contests, sweepstakes, loyalty programs, and gift cards.

Here are some examples of common sales promotion schemes.

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1.Buy one, get one free (BOGO) offers

"Buy one, get one free" (BOGO) offers are a popular marketing tactic used by retailers and
businesses to increase sales and attract customers. The basic idea behind BOGO is that
customers who purchase one item will receive another item for free.

BOGO offers can be structured in a variety of ways. Some common examples include:

1. Buy one, get one free: In this scenario, customers who purchase one item will receive
another identical item for free.
2. Buy one, get one half off: In this scenario, customers who purchase one item will
receive another item at 50% off.
3. Buy one, get one of equal or lesser value free: In this scenario, customers who
purchase one item can choose another item of equal or lesser value for free.

BOGO offers can be an effective way to drive sales, particularly for products that are not
selling as well as expected. By offering a free item, businesses can incentivize customers to
make a purchase they might not have otherwise made.

However, it's important for businesses to carefully consider the terms of their BOGO offers to
ensure they are profitable and sustainable. For example, offering a BOGO promotion on a
high-cost item may not be financially feasible if the free item eats into the business's profit
margin.

Overall, BOGO offers can be a valuable tool in a business's marketing toolkit, but they
should be used strategically and in a way that supports the business's long-term goals.

2.Discounts and coupons

Discounts and coupons are both types of promotions that businesses use to incentivize
customers to make purchases. While they share some similarities, there are some key
differences between the two.

A discount is a reduction in the price of a product or service. For example, if a product

normally costs $100, and a 20% discount is applied, the price would be reduced to $80.

21
Discounts can be offered as a percentage off, a fixed dollar amount off, or as a buy-one-get-
one-free (BOGO) offer.

Coupons, on the other hand, are vouchers that customers can use to receive a discount on a
specific product or service. Coupons typically have a specific dollar amount or percentage off
associated with them and can be redeemed at the time of purchase. Coupons can be
distributed through various channels, such as mail, email, or social media.

While both discounts and coupons can be effective in driving sales, coupons can be more
targeted and personalized, allowing businesses to track the success of their promotions more
easily. Additionally, coupons can be used to incentivize specific behaviors, such as signing
up for a newsletter or making a repeat purchase.

3.Free samples
Free samples are a promotional tool used by businesses to offer a small amount of a product
or service to potential customers for free. The purpose of offering free samples is to give
customers a chance to try a product before making a purchase, which can increase the
likelihood of a customer buying the product in the future.

Free samples are particularly effective for products that customers may be hesitant to
purchase without trying first, such as new or unfamiliar products. By offering a free sample,
businesses can allow customers to experience the product and decide for themselves whether
they like it or not.

Free samples can be distributed through various channels, such as in-store displays, direct
mail, or online promotions. They can also be given out at events or through partnerships with
other businesses.

While free samples can be an effective promotional tool, they can also be costly for
businesses to produce and distribute. Additionally, not all customers who receive a free
sample will go on to purchase the product, which can make it difficult to measure the
effectiveness of the promotion. However, when done strategically, offering free samples can
be a powerful way to introduce new products to potential customers and build brand loyalty.

22
4.Rebates

Rebates are another type of promotional offer that businesses use to encourage customers to
make purchases. Rebates are typically offered by manufacturers, and they involve customers
receiving a partial refund after purchasing a product.

For example, a manufacturer might offer a $50 rebate on a product that normally costs $300.
Customers who purchase the product can submit a rebate claim form, along with proof of
purchase, to the manufacturer to receive the $50 rebate.

Rebates can be a powerful incentive for customers to make purchases because they allow
customers to receive a discount after the initial purchase. This can be especially appealing for
more expensive products, as customers may be more willing to make a purchase if they know
they can receive a rebate.

However, rebates can also be more complex than other types of promotions, as they typically
require customers to take additional steps to receive the rebate, such as submitting a claim
form or providing proof of purchase. This can be a barrier for some customers and may
reduce the effectiveness of the rebate as a promotional tool.

5.Contests and sweepstakes

Contests and sweepstakes are both promotional tools used by businesses to engage customers
and encourage them to make purchases.

Contests involve customers competing against each other for a prize. For example, a business
might run a photography contest where customers submit their best photos for a chance to
win a prize. Contests typically require customers to demonstrate a particular skill or talent to
enter, and the winner is chosen based on a set of predetermined criteria.

Sweepstakes, on the other hand, involve customers entering a drawing for a chance to win a
prize. Customers typically enter sweepstakes by filling out a form or providing their contact
information. The winner of a sweepstakes is chosen at random from all the entries.

23
Contests and sweepstakes can be effective promotional tools for businesses because they
create excitement and engagement among customers. They can also be used to promote a
new product or service, build brand awareness, or increase social media engagement.

However, it's important for businesses to ensure that their contests and sweepstakes are legal
and comply with relevant laws and regulations. For example, sweepstakes must typically
include a no-purchase-necessary option, and businesses must clearly communicate the rules
and terms of the promotion to customers.

6.Loyalty programs
Loyalty programs are marketing strategies designed to encourage customers to return to a
business and make repeat purchases. These programs typically reward customers for their
loyalty with incentives, such as discounts, free products, or exclusive access to events or
promotions.

There are various types of loyalty programs, including points-based programs, tiered
programs, and cashback programs. In a points-based program, customers earn points for each
purchase they make, which they can then redeem for rewards such as discounts or free
products. In a tiered program, customers move up levels based on their purchase history, with
each level offering additional rewards and benefits. In a cashback program, customers receive
a percentage of their purchases back as cash or credit towards future purchases.

Loyalty programs can be effective in building customer loyalty and encouraging repeat
business, as they incentivize customers to continue making purchases with the business. They
can also help businesses collect data on customer behavior and preferences, which can be
used to improve marketing and sales strategies.

However, loyalty programs can also be costly to implement and maintain and may not be
effective for all types of businesses or industries. Additionally, customers may become
overwhelmed with too many loyalty programs, which can reduce the effectiveness of any
single program.

24
7.Gift cards

Gift cards are prepaid cards that can be used to purchase products or services from a
particular business or group of businesses. They are often given as gifts or purchased for
personal use and can be redeemed for their cash value at a later date.

Gift cards can be physical cards or digital and can be purchased in various denominations.
They can be used as a promotional tool by businesses to encourage customers to make
purchases and can also be used to build brand awareness and loyalty.

Gift cards offer several benefits to both businesses and customers. For businesses, they can
increase sales and revenue, as customers are likely to spend more than the value of the gift
card when making a purchase. They can also help to attract new customers and build loyalty
among existing customers. For customers, gift cards can be a convenient and flexible way to
make purchases and can also make for easy and thoughtful gifts.

However, there are some potential drawbacks to gift cards. Businesses may face the risk of
fraud or theft, and unused or expired gift cards can result in lost revenue. Customers may also
experience frustration if they are unable to use a gift card due to restrictions or limitations,
such as expiration dates or exclusions on certain products or services.

Sales promotion schemes can be effective in driving sales and increasing brand awareness.
However, they should be carefully planned and executed to ensure that they align with the
overall marketing strategy and do not negatively impact the brand or product image.

FEATURES OF SALES PROMOTION SCHEMES

Sales promotion schemes can take many different forms, but there are several key features
that are common to most promotions:

1.Temporary

Sales promotion schemes are typically designed to be short-term promotions, aimed at

increasing sales or creating buzz around a product or service. They often have a specific start
and end date, after which the promotion ends.

25
2.Incentives

Sales promotion schemes offer some kind of incentive or reward to customers in exchange
for their participation. This can include discounts, free samples, giveaways, contests, and
other perks.

3.Measurable

The success of a sales promotion scheme is usually measurable in terms of increased sales,
customer engagement, or other key performance indicators. This allows businesses to
evaluate the effectiveness of the promotion and adjust their strategies accordingly.

4.Targeted

Sales promotion schemes are often targeted at specific customer segments or demographics,
based on their purchasing behaviours, interests, or other factors. This helps to ensure that the
promotion is relevant and attractive to its intended audience.

5.Communicated

Sales promotion schemes must be effectively communicated to customers to generate

interest and participation. This can be done through various channels, including advertising,
social media, email marketing, and other forms of promotion.

Overall, sales promotion schemes are designed to create a sense of urgency and excitement
around a product or service, encouraging customers to act and make a purchase. By offering
incentives and rewards, businesses can increase customer engagement and loyalty, while also
driving sales and revenue.

Advantages of sales promotion schemes to business

Sales promotion schemes offer several advantages to businesses, including:

1. Increased sales
One of the primary advantages of sales promotion schemes is that they can increase
sales in the short term. By offering discounts, coupons, or other incentives, businesses
can encourage customers to make purchases they may not have otherwise made.

26
 2. Customer acquisition
Sales promotion schemes can be used to attract new customers to a business, as they
may be more likely to try a product or service if there is a discount or other incentive
involved.

3. Improved brand awareness

By running a sales promotion scheme, businesses can increase their brand awareness
and exposure. This can be particularly effective if the promotion is advertised through
multiple channels, such as social media, email, or in-store displays.

4. Clearing inventory
Sales promotion schemes can be used to clear out excess inventory or products that
are not selling well. By offering discounts or other incentives, businesses can
encourage customers to purchase these products and free up space for new products.

5. Customer loyalty
Sales promotion schemes can also be used to reward and retain loyal customers. By
offering exclusive discounts or other incentives, businesses can encourage customers
to continue making purchases and build long-term loyalty.

Overall, sales promotion schemes can be an effective tool for businesses to increase sales,
attract new customers, and build brand awareness and loyalty. However, it's important to
design promotions carefully and strategically, as poorly executed promotions can have the
opposite effect and damage a business's reputation.

Advantages of sales promotion schemes to customers

Sales promotion schemes can offer several advantages to customers, including:

1.Cost savings

Sales promotions, such as discounts and coupons, can help customers save money on their
purchases.

27
2.Increased value

Promotions that offer extra products or services with a purchase can provide customers with
greater value for their money.

3.Opportunity to try new products

Promotions that offer free samples or trials can give customers the chance to try a product
they may not have otherwise considered, without having to pay for it.

4.Incentives for repeat business

Promotions that reward customers for repeat purchases, such as loyalty programs or rewards
points, can encourage customers to continue buying from the same company.

5.Excitement and engagement

Promotions can create excitement and engagement among customers, making shopping more
enjoyable and fun.

Overall, sales promotion schemes can provide customers with a range of benefits that help
them save money, get more value for their purchases, and enhance their shopping experience.

28
 CHAPTER 4
DATA ANALYSIS AND INTREPRETATION

29
Table 4.1 Gender of respondents

Gender No. of Respondents %Of Respondents

Male 40 66.60%

Female 20 33.40%

Total 60 100%

Chart 4.1

33%

Male
Female

67%

Interpretation
Out of 60 respondents 40 (66.60%) were male and 20respondents (33.40%) were female.

Table 4.2 Age of respondents

30
 Age level No. of Respondents % Of Respondents
Up to 20 12 20%
21-30 22 36.70%
31-40 16 26.70%
40-50 7 11.70%
Above 50 3 5%
Total 60 100%

Chart 4.2

25

20

15
Respondents
10

0
Up to 20 21-30 31-40 40-50 Above
50

Interpretation

Out of these 60 respondents, Majority belongs to the age group of 21-30(36.70%). 16

respondents (26.70%) belong to the age group 31-40, 12 respondents (20%) were belonging
to below 20 age group.7 respondents (11.70%) were belonging to the age group of 40-50 and
3 respondents (5%) are belongs to the age group of above 50.

31
Table 4.3 Occupation of respondents

Occupation Respondents % of respondents

Employee 19 31.1%
Business 11 18%
Profession 10 16.4%
Student 21 34.4%
Total 60 100%

Chart 4.3

25

20

15

Respondents
10

0
Employee Business Profession Student

Interpretation

Majority of the respondents were students (34.4%). 11 respondents (18%) were

businessmen.19 of the respondents (31.1%) were employees, and 10 respondents are (16.4%)
professionals.

32
Table 4.4 Monthly income of the respondents

Monthly income No. of Respondents %of respondents

Less
than 20000 20 33.30%
20000-40000 16 26.70%
40000-60000 10 16.70%
Above 60000 14 23.30%
Total 60 100%

Chart 4.4

25

20

15
Respondents
10

0
Less than 20000-40000 40000-60000 Above 60000
20000

Interpretation

Majority of the respondents (33.30%) were earning income below 20000 monthly.16
respondents (26.70%) were included in the income level 20000-40000.10 respondents
(16.70%) were included in the income level 40000-60000. 14 respondents (23.30%) were
earning above 60000.

33
Table 4.5 Visit in shopping mall

Visit No. of respondents % of respondents

Daily 2 3.30%
Weekly 19 31.70%
Monthly 23 38.30%
Yearly 16 26.70%
Total 60 100%

Chart 4.5

3%

27%

32% Daily
Weekly
Monthly
Yearly

38%

Interpretation

Majority of the respondents (38%) were visiting shopping mall monthly.2 respondents (3%)
were visiting shopping mall daily.19 of the respondents (32%) were visiting shopping mall
weekly.16 respondents (27%) were visiting shopping mall yearly.

34
Table 4.6 Spending power of respondents in shopping mall

Spending amount Respondents % of respondents

Below 2000 18 30%
2000-5000 23 38.30%
5000-10000 12 20%
Above 10000 7 11.70%
Total 60 100%

Chart 4.6

25

20

15

Respondents
10

0
Below 2000 2000-5000 5000-10000 Above 10000

Interpretation

The table shows the distribution of spending amounts and the corresponding number and
percentage of respondents in a survey of 60 people. 30% of the respondents reported
spending below 2000. 38.30% of the respondents reported spending between 2000 and 5000.
20% of the respondents reported spending between 5000 and 10000. 11.70% of the
respondents reported spending above 1000.

35
Table 4.7 Awareness about sales promotion schemes

Awareness level No. of respondents % of respondents

Highly aware 5 8.30%
Aware 19 31.70%
Neutral 26 43.30%
Less aware 6 10%
Not at all 4 6.70%
Total 60 100%

Chart 4.7

7% 8%

10%

Highly aware
Aware
32% Neutral
Less aware
Not at all

43%

Interpretation

Out of 60 respondents, only 5 of them (8.3%) were highly aware, which means they had a
good understanding of the topic.19 respondents (31.7%) were aware, which means they had
some knowledge but not as much as the highly aware respondents.26 respondents (43.3%)
were neutral.6 respondents (10%) were less aware. Only 4 respondents (6.7%) claimed to
have no awareness about the at all.

36
Table 4.8 Comparison of the awareness level of different sales promotion
schemes

No. of %of
Schemes respondents respondents
Buy one get one free 29 24%
Discount on certain
brands 35 29%
Cashback offers 16 13%
Gift vouchers 14 12%
Lucky draws 13 11%
Others 13 11%
Total 60 100%

Chart 4.8

11%
24%
11% Buy one get one free
Discount on certain
brands
Cashback offers
Gift vouchers
12%
Lucky draws
Others

13% 29%

Interpretation

The most popular scheme among the respondents was "Discount on certain brands," with 35
participants (29%) choosing it. The second most popular scheme was "Buy one get one free,"
with 29 participants (24%) choosing it. "Cashback offers," "Gift vouchers," and "Lucky
draws" were chosen by 16 (13%), 14 (12%), and 13 (11%) participants, respectively. The
remaining 13 participants (11%) choose "Others,".

37
Table 4.9 Influence level of sales promotion schemes

Chart 4.9

13%
20%

Strongly influence
Somewhat influence
28% Neutral
Not really influence

38%

Interpretation

Out of the 60 respondents, 12 or 20% of them said that the thing being asked about strongly
influenced by sales promotion scheme. Meanwhile, 23 or 38.30% of the respondents said that
they were somewhat influenced. Another 17 or 28.30% of the respondents were neutral and
did not feel that they were influenced either way. Finally, 8 or 13.30% of the respondents said
that sales promotion schemes did not really influence them.

Table 4.10 Purchase during sales promotion schemes

38
Purchase No. of respondents % of respondents
Yes 47 78.30%
No 13 21.70%
Total 60 100%

Chart 4.10

22%

Yes
No

78%

Interpretation

Out of 60 respondents, 47 (or 78.3%) answered "Yes" and 13 (or 21.7%) answered "No”.
This data suggests that the majority of respondents made a purchase, with almost 8 out of 10
indicating that they did. The remaining respondents (about 2 out of 10) did not make a
purchase.

Table 4.11 Utilization of sales promotion schemes

39
Level of utilization No. of respondents %of respondents
Very likely 9 15%
Likely 20 33.30%
Neutral 26 43.30%
Unlikely 3 5%
Definitely not 2 3.30%
Total 60 100%

Chart 4.11

3%
5%
15%

Very likely
Likely
Neutral
Unlikely
43% Definitely not
33%

Interpretation

The results show that most respondents (43.3%) were neutral about their likelihood of
utilizing sales promotional schemes. 33.3% of respondents rated themselves as "Likely" to
utilize it, while 15% rated themselves as "Very likely". On the other hand, only a small
percentage of respondents (5%) rated themselves as "Unlikely" to utilize it, and 3.3% rated
themselves as "Definitely not" going to utilize it.

40
Table 4.12 Comparison of sales promotion scheme of Hilite mall with offers
of other retailers.

No. of %of
Comparison respondents respondents
Much better 8 13.30%
Somewhat better 20 33.30%
About the same 27 45%
Somewhat worse 3 5%
Much worse 2 3.30%
Total 60 100%

Chart 4.12

3%
5% 13%

Much better
Somewhat better
About the same
Somewhat worse
45% 33% Much worse

Interpretation

13.3% of respondents reported that the sales promotion schemes of Hilite mall was "much
better" than offers of other retailers .33.3% of respondents reported that the schemes was
"somewhat better" than their offers of other retailers.45% of respondents reported that it was
"about the same" as the offers of retailers.5% of respondents reported that the it was
"somewhat worse" than other retailers offers.3.3% of respondents reported that the sales
promotion scheme was "much worse" than offers of other retailers

41
Table 4.13 Overall review of sales promotion schemes offered by Hilite
mall.
Review No. of respondents %of respondents
Excellent 15 18.30%
Good 20 60%
Average 23 18.3
Poor 2 3.30%
Total 60 100%

Chart 4.13

3%
18%
18%

Excellent
Good
Average
Poor

60%

Interpretation

Out of the 60 respondents, 15 (or 18.3%) rated the sales promotion schemes as "Excellent",
which indicates a high level of satisfaction.20 respondents (or 60%) rated it as "Good", which
is a positive rating but not as high as "Excellent".23 respondents (or 18.3%) rated it as
"Average", indicating a neutral or moderate satisfaction level. Only 2 respondents (or 3.3%)
rated it as "Poor", which is a low rating indicating a low level of satisfaction.

42
43
Table 4.14 Different types of products purchasing from shopping malls.

Types of products No. of respondents % of respondents

Food products 31 51.70%
Footwears 20 33.30%
Clothing 35 58.30%
Home appliances 13 21.70%
Cosmetics 12 20%
Others 15 25%
Total 60 100%

Chart 4.14

40
30
20
10
0
c ts ar
s
ng es ic
s er
s
du e i c et h
o tw o th i an
sm Ot
pr Fo
o
Cl pl
od p Co
Fo ea
m
Ho

Respondents

Interpretation

Out of the 60 respondents, most of them (51.70%) indicated that they are interested in
purchasing food products. Clothing is also a popular category with 58.30% of respondents
expressing interest in it. Footwear is the third most popular category with 33.30% of
respondents indicating that they are interested in purchasing it. Home appliances and
cosmetics received lower interest, with 21.70% and 20% of respondents respectively. The
"Others" category received interest from 25% of respondents.

44
Table 4.15

The effect of store atmosphere in purchasing decision in shopping mall

Effect No.of respondents % of respondents

High effect 18 30%
Somewhat effect 28 46.67%
Neutral 7 11.67%
Less effect 3 5%
No effect 4 6.67%
Total 60 100%

Chart 4.15

7%
5%
30% High effect
12%
Somewhat effect
Neutral
Less effect
No effect

47%

Interpretation

30% of respondents (18 individuals) reported high effect in purchasing decisions for store
atmosphere.46.67% of respondents (28 individuals) reported a somewhat effect .11.67% of
respondents (7 individuals) reported a neutral effect.5% of respondents (3 individuals)
reported a less effect.6.67% of respondents (4 individuals) reported no effect.

45
Table 4.16

The effect of budget / affordability in purchasing decision in shopping mall

Effect No.of % of respondents

respondents
High effect 13 21.67%
Somewhat effect 27 45%
Neutral 12 20%
Less effect 4 6.67%
No effect 4 6.67%
Total 60 100%

Chart 4.16

7%
7% 22%
High effect
Somewhat effect
20% Neutral
Less effect
No effect

45%

Interpretation

21.67% of respondents (13 individuals) reported a "High effect”of budget and affordability
in purchasing decision in shopping malls.45% of respondents (27 individuals) reported a

46
"Somewhat effect".20% of respondents (12 individuals) reported a "Neutral".6.67% of
respondents (4 individuals) reported a "Less effect" .6.67% of respondents (4 individuals)
reported "No effect" .

Table 4.17

The effect of brand reputation in purchasing decision in shopping mall

Effect No.of respondents % of respondents

High effect 18 30%
Somewhat effect 20 33.33%
Neutral 12 20%
Less effect 7 11.67%
No effect 3 5%
Total 60 100%

Chart 4.17

5%
12%
30%
High effect
Somewhat effect
Neutral
20% Less effect
No effect

33%

Interpretation
Out of the total respondents,30%(18 individuals) reported a “high effect” of the brand
reputation in purchase decision shopping malls. While 33.33% (20 individuals) reported a

47
“somewhat effect”. 12 individuals (20)% reported a “neutral” effect .11.67% (7 individuals)
reported a ”less effect”. Finally ,5%( 3 individuals reported “no effect “ at all.

Table 4.18
The effect of product quality in purchasing decision in shopping mall

Effect No.of respondents % of respondents

High effect 18 36%
Somewhat effect 20 32%
Neutral 12 22%
Less effect 7 3%
No effect 3 7%
Total 60 100%

Chart 4.18

3%
7%

High effect
37% Some what effect
22%
Neutral
Less effect
No effect

32%

Interpretation
Out of the total respondents,36%(22 individuals) reported a “high effect” of the product
quality in purchase decision shopping malls. While 32% (19individuals) reported a

48
“somewhat effect”. 13 individuals (22)% reported a “neutral” effect .3% (2 individuals)
reported a ”less effect”. Finally ,7%( 4 individuals reported “no effect “ at all.

Table 4.19 The effect of store location in purchase decision in shopping

malls

Effect No. of respondents % of respondents

High effect 15 25%
Somewhat effect 20 34%
Neutral 11 18%
Less effect 9 15%

No effect 5 8%

Total 60 100%

Chart 4.19

8%
25%
15%

18% 33%

High effect Somewhat effect Neutral Less effect No effect

49
Interpretation
Out of the total respondents,25% (15 individuals) reported a “high effect” of the store
location in purchase decision in shopping malls. While 33.3 % (20 individuals) reported a
“somewhat effect”. 11 individuals (18.3) % reported a “neutral” effect .15% (9 individuals)
reported a” less effect”. Finally ,8.33% (5 individuals reported “no effect “ at all.

FINDINGS

 Most of the respondents are earning monthly income below 20000.

 Majority of the respondents enjoying their purchase from shopping malls.
 Most of the respondents visit Hilite mall monthly.
 Majority of the respondents spend between 2000-5000 in shopping malls.
 8.3% of the respondents are highly aware about sales promotion schemes offered by
Hilite mall.
 “Buy one get one free” is the most popular sales promotion scheme among respondents.
 Most of the respondents neutrally used the advantage of sales promotion scheme.
 Majority of the respondents made purchase during sales promotion schemes in Hilite mall.
 Most of the respondents recommend sales promotion scheme to their friends and family.
 Majority of the respondents are return to Hilite mall after experiencing sales promotion
scheme.
 Most of respondents report that the sales promotion scheme of Hilite mall and other
retailers
are same
 60% of the respondents rated sales promotion schemes of Hilite mall as good.
 Most of the respondents buy clothes from shopping malls.
 Store atmosphere is an important part in purchase deision.
 Majority of the respondents are cared about budget while purchasing from shopping mall.
 Most of the respondents are agreed that brand reputation is an important factor while
purchasing from shopping malls.

50
 36% of the respondents are reported a high effect of the product quality in purchase
decision
shopping malls.
 33.3 % reported a “somewhat” of the store location in purchase decision in shopping
malls.

SUGGESTIONS
Hilite mall should adopt various kinds of promotional activities which can reach to normal.
customers.
Organize more sales promotion events on weekends.
Utilize maximum scope of social media to create awareness about sales and offers.
Management must maintain the quality of products to improve sales.

51
CONCLUSION

This project is entitled “A STUDY ON CUSTOMER’S RESPONSE TOWADS SALE

PROMOTION SCHEMES WITH SPECIAL RESPONSE TO HILITE MALL CALICUT
helps to understand the effectiveness of different sales promotion schemes. This study helps
to find how customers react to different schemes. After performing the research, we have to
come to a conclusion that presently there is a considerable increase of shopping malls in all
the metro cities and small town. It must be noted that a large section of middle class, upper
middle class are coming for shopping due to convenience, availability of food to clothing,
grocery to electronics under a single roof. This is due to better environment and improved
customers service, gift schemes, competitive price with a seasonal discount, various option
for customers for choosing brand and verities, and availability of parking space.

52
53
 BIBLIOGRAPHY

BOOKS:

 BIR SINGH, (2006), “Sales promotion management”,Anmol publications pvt. Ltd,

ISBN:9788126128259
 MUNISH VOHRA, (2006), “Consumer behaviour “, Anmol publications pvt. Ltd,
ISBN:9788126128716

Journals:
 Journal of shopping centre research
 Journal Of Business Research
 Journal of Retailing and Consumer Services
 Asia Pacific Journal of Marketing and Logistics

Websites:

54
1. www.google.com
2. www.wikipedia.com
3. http://chat.openai.com/chat
4. www.lulumall.in
5. www.hilitemall.com

55
 APPENDIX

Survey Questionnaire:
Dear Respondent, I am Muhammed Dilshad N currently pursing sixth semester BCOM
student at Amal College of advanced studies in Nilambur. I am conducting a project work
Titled “A STUDY ON CUSTOMER’S RESPONSE TOWARDS SALES PROMOTION
SCHEMES WITH SPECIAL REFERENCE TO HILITE MALL CALICUT ”. I would be
obliged if you kindly fill up the questionnaire which is required for collecting data for my
study. I assure you that I will keep the information confidential and use only for my academic
purpose. Thank you for your support.
MUHAMMED DILSHAD N
1.Name_____________________

56
2.Sex
a) Male
b) Female
c) Other

3.Age
a) Up to 20 years
b) 21- 30
c) 31-40
d) 41-50
e) Above 50
4.Occupation
a) Employee
b) Business
c) Profession
d) Student

5.Monthly Income
a) Less than 20000
b) 20000-40000
c) 40000-60000
d) Above 60000

6.How often do you visit Hilite Mall Calicut?

a) Daily
b) Weekly
c) Monthly
d) Yearly
7. On an average how much you spent each time you go to the Hilite mall Calicut?
a) Below 2000
b) 2000-5000
c) 5000-10000

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d) Above 10000
8.Are you aware of the sales promotion schemes offered by Hilite Mall Calicut?
a) Highly aware
b) Aware
c) Neutral
d) Less aware
e) Not at all
9.which promotion schemes are you aware of?
a) Buy one get one free
b) Discounts on certain brands
c) Cashback offers
d) Gift vouchers
e) Lucky draws
f) Others (please specify)
10.Do you think sales promotion schemes influence your decision to visit Hilite Mall?
a) Strongly influence
b) Somewhat influence
c) Neutral
d) Not really influence
11.Have you ever made a purchase during a sales promotion scheme at Hilite Mall?
a) Yes
b) No

12.How likely are you to take advantage of a sales promotion scheme offered by Hilite Mall?
a) Very likely
b) Likely
c) Neutral
d) Unlikely
e) Very unlikely

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13.How do you think sales promotion schemes at the Hilite mall compared to those offered
by other retailers?
a) Much better
b) Somewhat better
c) About the same
d) Somewhat worse
e) Much worse
14.How would you rate the sales promotion schemes offered by Hilite Mall Calicut?
a) Excellent
b) Good
c) Average
d) Poor
15.Which type of product are you usually buy from shopping mall?
a) Food products
b) Foot wears
c) Clothing
d) Home appliances
e) Cosmetics
f) Others
16.Effect of “store atmosphere” in purchase decision in shopping malls.
a) High effect
b) Somewhat effect
c)Neutral
d)Low effect
e) No effect

17. Effect of “budget/affordability” in purchase decision in shopping malls.

a) High effect
b) Somewhat effect
c)Neutral

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d)Low effect
e) No effect
18. Effect of “brand reputation” in purchase decision in shopping malls.
a) High effect
b) Somewhat effect
c)Neutral
d)Low effect
e) No effect
19.Effect of “product quality” in purchase decision in shopping malls.
a) High effect
b) Somewhat effect
c)Neutral
d)Low effect
e) No effect
20. Effect of “store location” in purchase decision in shopping malls.
a) High effect
b) Somewhat effect
c)Neutral
d)Low effect
e) No effect

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