CHAPTER- I

1.1 INTRODUCTION OF THE STUDY

Shopping Malls
A shopping mall, shopping centre, shopping arcade, shopping precinct, or simply mall is one or
more buildings forming a complex of shops representing merchandisers, with interconnecting
walkways enabling visitors to easily walk from unit to unit, along with a parking area – a
modern, indoor version of the traditional marketplace. Malls are an upcoming trend in Retail
market. The concept is based on constructing centrally air– conditioned malls and renting the
floor space out to individual shops. Shoppers use the same parking facilities and there is a
combined brand pull of all outlets. Malls inspire fashion– based shopping, as distinct from the
need–based shopping inspired by super–markets and discount stores.

Window shopping
Window shopping, sometimes called browsing, refers to an activity in which a
consumer browses through or examines a store's merchandise as a form of leisure or external
search behavior without a current intent to buy.

Shopping Malls in India

The recent surge in the growth of shopping malls in India is changing the way people shop.
Today consumers look for facilities like cost, comfort, convenience, in-house-parking,
entertainment, coffee shops, multiplexes, play areas for children, gaming and food-courts when
they step into these malls. It is not just about shopping, dining, or watching a movie, it's an
experience in itself, a lifestyle activity, and providing this experience.

Shopping Dimensions
Shopping Dimensions are the aspects, attributes, elements, or factors of shopping that influence
the consumer buying behavior. There are seven dimensions identified which elucidate the
consumers motives for visiting and shopping at malls (Bloch et al, 1994). The seven dimensions

1
are Aesthetics, Convenience, Escape, Exploration, Flow, Role enactment, and Social.

Consumer Attitude towards Shopping Malls

Middle class Indians have broken off their love of traditional stand–alone Indian stores that have
no air conditioning, organized parking and other public amenities. Experts say malls throughout
the country are getting bigger as they are now being positioned as a one–stop–shop for shopping,
entertainment, leisure and eating–out needs rather than a place only for shopping for fashion /
luxury products. The fast growing middle class population, the rise in women workforce and
consumerism over the decade were the major forces in driving demand in the retail sector. The
following highlights of the shopping malls explicate why they have become so popular amongst
the Indian bourgeoisie. All-in-one stores – With everything from groceries and vegetables to
footwear, clothes, cosmetics, furnishings and electrical items available under one roof, a growing
Indian middle class with higher disposable incomes is heading for the malls in droves. The malls
are another sign of the new, prosperous India, of call centres, outsourcing and more disposable
income, of fashionable young people. Although much of rural India remains in deep poverty,
many urban Indians are becoming richer. Middle class Indians can shop at stores selling U.S.
brands, which they could only dream of, a few years back. They can watch movies, eat food,
from the food courts. There are the US and European chains such as McDonald’s, Lacoste, Pizza
Hut, Benetton, Subway, Marks & Spencer and Mango, to name a handful of them. Their success
has spawned the emergence of successful Indian chains such as Pantaloon, Globus, Shoppers
Stop, Giant, Lifestyle and Big Bazaar.. On festivals, the malls can undoubtedly compete with a
‘mela’, what with the carnival–like atmosphere and no elbow room for the visitors. At one hand,
where customers have got so many benefits of the malls, they say that they have lost a personal
touch with the shop owners and a special relationship that they have had with their local ‘kirana’
stores since last so many years. In malls, they definitely get good services but they lack ‘post–
sales services’. In malls, they feel they are being treated as just another customer whereas in the
local ‘kirana’ store they are known by their names, their tastes, their preferences etc. Several
times, even personal problems are being discussed at the local stores. If any item is found to be
of undesired quality then they can easily get it 12 exchanged for a better one. And of course, at a
local store, they enjoy their bargaining right for every single product. Of course the number of
customers daily visiting the malls cannot be overlooked and hence it looks almost impossible to

2
know customers by their names, etc. However, there are many customers who regularly visit
their favourite mall and some selected shops in the mall. And this is when they expect some
‘more than usual’ treatments as a regular customer. In malls, people end up buying unnecessary,
unwanted goods and pay over rated prices for it to compensate for the infrastructure cost and in
turn get trapped in this vicious circle. This mall fad has gripped the Gen–Next; nothing seems to
be more fun than chilling out with friends in a mall on a weekend, but has some very detrimental
repercussions on them. All of have become victims of this mall mania and are paying a very hard
price for it. They waste their precious time just wandering around doing nothing productive.
Again, it has been proved many times that a large crowd does not mean high sales. Today people
go to mall not only for shopping but with an intent to hang out, to seek leisure or simply find it as
a meeting place. But even, this gives a chance to the smart retailers to convert (some of) them as
actual customer(s) with the help of innovative displays or creative promotional techniques. And
also due to the reason of increasing impulse purchasing attitude, supported by augmented
disposable income. Paucity of time and increase in purchasing power has added a steady stream
of visitors to these malls.

Shopping malls in Coimbatore

Fun Mall:
Fun Republic Mall is a shopping mall in Peelamedu, Coimbatore, India. This shopping mall
was inaugurated on 19 August 2012 and Managed by E-city Ventures which is part of the Essel
Group. It is located on the arterial Avinashi Road on a 3.5 acre site. The mall has 6 levels with a
total area of 3.25 lakh sq.ft. Shoppers Stop is its anchor store and occupies over 79,000 sq. ft.The
mall also features a five screen multiplex operated by Cinépolis theatre with a capacity of 1,119
seats, and a McDonald's restaurant spread over 3,470 sq. ft on two floors in addition to its food
court.

Brookefields:
Brookefields is a shopping mall located on Brookebond Road (Krishnasamy Road)
in Coimbatore, India. It was opened in 2009. The mall has outlets from major clothing and
apparel brands, along with a food court serving multi-cuisine dishes, gaming Zone and Wi-Fi

3
Connectivity along with usual facilities like Multistorey Parking, IOB ATM. Chennai-based SPI
Cinemas operate 'The Cinema, a 06-screens Multiplex cinema on the mall's top floor. Fun City,
based within the mall itself, is a prominent attraction for children. The play area offers an arcade,
a carousel, bumper cars and a 'scary house'.

Prozone Mall:
Prozone Mall-Coimbatore is one of the largest horizontally designed shopping mall in India
with Ground +1 structure of over 5 lakh sq.ft and it launched on July 19 2017 at
Sivanandapuram, Saravanampatti Road, Coimbatore.The mall has outlets from major clothing,
apparel brands and a 09-screens INOX Theatre is opened on 20th August, 2018, along with a
food court serving multi-cuisine dishes. The Mall is located near to Saravanampatti which is one
of the fast-growing neighbourhoods of Coimbatore, because of invasion of IT companies. Large
tenants like H&M and Spar hypermarkets are present in this mall. Taco Bell and Burger
King has opened its first outlet in Coimbatore at Prozone Mall.

4
 1.2 NEED OF THE STUDY

As more and more shopping malls are coming up, there is a lot of competition. Each one is trying
to give the best services, facilities, products etc. to the customer. The customer, on the other hand
is looking for good quality and reasonable price. It is important to study the shopping mall visit
behavior of the customer i.e. their points of attraction, buying pattern etc. It is also pertinent to
analyze the influence of various shopping dimensions i.e. Aesthetics, Convenience, Escape,
Exploration, Flow, Role enactment and Social on the selection of the shopping mall.

1.3 SCOPE OF THE STUDY

The present study will help to understand the consumer behavior in shopping mall with special
reference to Coimbatore region. It will also try to measure the marketability of malls. The
purpose of this research is to focus on the retail shops development and community interaction
aspects of shopping malls.
Indian consumers are transforming into global customers, now they demand better facilities,
International standards of services and top brands and quality. Thus, shopping malls have a
bright future in India; an attempt has been made to study the window shopping behavior of
consumers and the factors which motivate the consumers to purchase a product without any pre
planning.

5
 1.4 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES
1. To analyse the window shopping behavior of consumers purchasing in malls with reference to
Coimbatore.

SECONDARY OBJECTIVES
1. To analyze the customers buying behavior and shopping preferences in window shopping.
2. To find the expectation and perceptions of Consumers who do window shopping.
3. To identify the factors influencing the window shopping behavior & impulse buying of
consumers purchasing in malls.

6
 CHAPTER-II

REVIEWS OF LITERATURE

1. Sinha and Banerjee (2004) stated that although the influence of the elements differ,
factors like store location, store design and physical facilities, merchandise assortment,
advertising and sale promotion, store personnel, customer services and clientele (social-
class membership) exert great influence on store choice. Product variety and convenient
timings seem to be primary impression about the store, consumers carry with them.
Sinha P K and Banerjee A (2004) Store Choice Behavior in An Evolving Market. Intl J
Retail & Dist Mgt 32(10): 482-494.
2. Devdas and Manohar (2012) suggested that retail shopping has become a major part of a
consumer’s life. Malls are trying various ways to attract consumers and they spend a lot
of money for this purpose. Therefore, there is a growing need for information relating to
consumers perceptions, their shopping values and the various mall attributes that traders
and shops look for. This research paper presents a cross sectional study on the various
shopping 20 values and the mall attributes and in addition to this will also correlate it
with the consumers’ age and gender.
Devdas A and Manohar L H (2012) A Cross Sectional Study on Shopping Values and
Mall Attributes in Relation to Consumer Age and Gender. European J Social Sci 31(1):
16-26.
3. Applebaum (1951) was the first to suggest that impulse purchasing may stem from the
consumer's exposure to a stimulus while in the store. The various stimuli inside the shop
directly or indirectly influence the customer. Store atmosphere is influenced by the
attributes such as lighting, layout, presentation of merchandise, fixtures, floor coverings,
colours, sounds, odours, and dress and behavior of sales and service personnel.
Applebaum W (1951) Studying Consumer Behavior in Retail Stores. J Mktg 16: 32-40.
4. Stern (1962) found that products bought on impulse are usually cheap. Shopping lifestyle
is defined as the behavior exhibited by purchaser with regard to the series of personal
responses and opinions about purchase of the products.
Stern H (1962) The Significance of Impulse Buying Today. J Mktg 20:59-62.

7
5. Engel and Blackwell (1982) impulse buying is an action undertaken without previously
having been consciously recognized or a buying intention formed prior to entering the
store. Based upon the different description, we conclude that impulse buying involves
hedonic purchase decisions which are made inside a store and excludes the reminder
purchasing activities.
Engel J and Blackwell R (1982) Consuming impulses.J Cons Beh 7: 57-65

6. Hoch and Loewenstein (1991) observed that it is people and not the product that
experiences the urge to consume on impulse. They suggested that impulse buying may
increase more by loss of self- control.
Hoch S J and Loewenstein G F (1991) Time-inconsistent preferences and consumer self-
control. J Con Res 17: 492-507.

7. Piron 1991 Defined impulse purchase based on four criteria-Impulse purchases are
unplanned, decided “on the spot”, stem from reaction to a stimulus and involve either a
cognitive reaction, or an emotional reaction, or both.
Piron F (1991) Defining Impulse Purchasing. Advances Con Res 18: 509-514

8. Applebaum (1951) was the first to suggest that impulse purchasing may stem from the
consumer's exposure to a stimulus while in the store. The various stimuli inside the shop
directly or indirectly influence the customer. Store atmosphere is influenced by the
attributes such as lighting, layout, presentation of merchandise, fixtures, floor coverings,
colours, sounds, odours, and dress and behavior of sales and service personnel.
Applebaum W (1951) Studying Consumer Behavior in Retail Stores. J Mktg 16: 32-40.
9. Stern (1962) found that products bought on impulse are usually cheap. Shopping lifestyle
is defined as the behavior exhibited by purchaser with regard to the series of personal
responses and opinions about purchase of the products.
Stern H (1962) The Significance of Impulse Buying Today. J Mktg 20:59-62.

10. Engel and Blackwell (1982) impulse buying is an action undertaken without previously
having been consciously recognized or a buying intention formed prior to entering the

8
 store. Based upon the different description, we conclude that impulse buying involves
hedonic purchase decisions which are made inside a store and excludes the reminder
purchasing activities.
Engel J and Blackwell R (1982) Consuming impulses.J Cons Beh 7: 57-65

11. Hoch and Loewenstein (1991) observed that it is people and not the product that
experiences the urge to consume on impulse. They suggested that impulse buying may
increase more by loss of self- control.
Hoch S J and Loewenstein G F (1991) Time-inconsistent preferences and consumer self-
control. J Con Res 17: 492-507.

12. Piron 1991 Defined impulse purchase based on four criteria-Impulse purchases are
unplanned, decided “on the spot”, stem from reaction to a stimulus and involve either a
cognitive reaction, or an emotional reaction, or both.
Piron F (1991) Defining Impulse Purchasing. Advances Con Res 18: 509-514

9
 CHAPTER III
3.1 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Research may be very broadly defined as systematic gathering of data and information
and its analysis for advancement of knowledge in any subject. Methodology is the
systematic, theoretical analysis of the methods applied to a field of study. Research
Methodology is a term that means the science of how research is done scientifically.

 RESEARCH DESIGN:
The formidable problem that follows the task of defining the research problem is the
preparation of the design of the research project, is known as the research design. In
other words, research design is the arrangement of condition for collection and
analysis of data. Descriptive research studies are those studies which are concerned
with describing the characteristics of a particular individual, or of a group.

 POPULATION:
The population of this study is infinite in nature. If it is not possible to count its
individuals (customers of the malls) it is called as infinite population. It is also called
as uncountable population.

 SAMPLE TECHNIQE:
The process of selecting a sample is known as sampling. In this study Judgmental
Sampling Technique is used because the population is infinite. In simple random
sampling every element has an equal chance of getting selected to be the part sample.

 SAMPLE SIZE:
The number of respondents to be selected from the population is known as Sample
Size. The number of respondents for this study is 120.

10
 METHODS OF DATA COLLECTION:

Both primary and secondary data are collected for the present study. Primary data are
those which are collected for the first time and they are original in character. The
primary data collection was done through the questionnaire method from the
respondents. The questionnaire was sent to the respondents through google forms and
they were asked to fill them up. Necessary help was rendered whenever they found it
difficult to answer. Secondary Data refers to information gathered by someone other
than the researcher conducting the current study. In this study, Secondary data were
collected from company profile, books, journals and internet.

 ANALYSIS:

Simple Percentage analysis: Percentage analysis is a method to represent raw

streams of data as a percentage for better understanding of collected data. Percentage
analysis is applied to create a contingency table from the frequency distribution and
represent the collected data for better understanding.

Chi-squared Test: A chi-squared test is any statistical hypothesis test where the
sampling distribution of the test statistic is a chi-squared distribution when the null
hypothesis is true.

Ranking Test: A ranking is a relationship between a set of items such that, for any
two items, the first is either ‘ranked higher than’, ‘ranked lower than’ or ‘ranked equal
to’ the second one.

11
 3.2 LIMITATIONS

 The study is limited to Tamil Nadu.

 The study was conducted on a limited period of time.

 The response of the respondents may be biased.

 Technical errors in filling google forms for filling questionnaire.

12
 CHAPTER- IV

ANALYSIS AND INTERPRETATION

4.1 PERCENTAGE ANALYSIS

Table 1: Distribution of respondents according to different demographic variables:

Table 1.1: Table showing gender wise classification of respondents
S.No. Gender No. of respondents % Of Respondents
1 Male 42 35
2 Female 78 65
Total 120 100

Interpretation:
The above table shows the gender wise classification of respondents. From table 1.1, we can
understand that 42(35%) respondents are male, 78(65%) respondents are female.
Inference:
Majority of the respondents, 65% are female customers who visit shopping malls.

Chart 1.1: Chart showing gender wise classification of respondents:

GENDER
Male Female

35%

65%

13
Table 1.2: Table showing age wise classification of respondents:
S.No. Age No. of respondents % Of Respondents
1 18-25 56 46.7
2 26-35 23 19.2
3 36-45 26 21.7
4 46-55 10 8.3
5 >55 5 4.2
TOTAL 120 100

Interpretation:
The above table shows the age wise classification of respondents. From table 1.2, we can
understand that 56(46.7%) respondents are between the age of 18-25. 23(19.2%) respondents are
between the age of 26-35. 26(21.7%) respondents are between the age of 36-45. 10(08.3%)
respondents are between the age of 46-55. 5(04.2%) respondents are more than 55.
Inference:
The respondents were categorized into different age horizons. It was found that
most (46.7 percentage) of the respondents fall in the age group of 18-25 years.

Chart 1.2: Chart showing age wise classification of respondents:

AGE
60
56
50

40

30
26
20 23

10
10
5
0
18-25 26-35 36-45 46-55 56<

Table 1.3: Table showing education level wise classification of respondents:

14
 S.No. Education level No. of respondents % Of Respondents
1 School level 7 5.8
2 Graduate 74 61.7
3 Post Graduate 38 31.7
4 Any Other 1 0.8
TOTAL 120 100

Interpretation:
The above table shows the education level wise classification of respondents. From table 1.3, we
can understand that 7(5.8%) respondents are School level. 74(61.7%) respondents are Graduate.
38(31.7%) respondents are Post Graduate. 1(0.8%) respondents belong to others.
Inference:
On categorizing customers on the basis of their education, it was found that majority (61.7%) of
the respondents were graduates.

Chart 1.3: Chart showing Educational qualification wise classification of respondents:

Educational qualification
80

70 74

60

50

40
38
30

20

10
7
0
School level Graduate Post Graduate 1
Any Other

Table 1.4: Table showing occupation wise classification of respondents:

15
 S.No. Occupation No. of respondents % Of Respondents
1 Professional 28 23
2 Service 9 7
3 Self employed 15 13
4 Student 47 40
5 House Wife 20 16
6 Other 1 1
TOTAL 120 100

Interpretation:
The above table shows the occupation wise classification of respondents. From table 1.4, we can
understand that 28(23%) of the respondents are professional, 9(7%) respondents belong to
service, 15(13%) are self employed, 47(40%) are students, 20(16%) are house wife and 1(1%)
percent of the respondents are engaged with other occupation.

Inference:
On categorizing customers on the basis of their occupation, it was found that most (40%) of the
respondents were students.

Chart 1.4: Chart showing occupation wise classification of respondents:

47
50
45
40
35 28
30
25 20
20 15
15 9
10
1
5
0
Professional Service Self employed Student Housewife Others

Table 1.5: Table showing monthly income wise classification of respondents:

16
 S.No. Monthly income level (Rs. per No. of respondents % Of Respondents
month)
1 Less than 20,000 33 27.5
2 20,000-40,000 20 16.66
3 40,000-60,000 23 19.16
4 60,000-80,000 15 12.5
5 More than 80,000 29 24.18
TOTAL 120 100

Interpretation:
The above table shows the monthly income wise classification of respondents. From table 1.5,
we can understand that 33(27.5%) respondents are below 20,000. 20 (16.66%) respondents are
20,000-40,000. 23(19.16%) respondents are 40,000-60,000. 15(12.5%) respondents are 60,000-
80,000. 29(24.18) respondents receive above 80,000.

Inference:
On categorizing customers on the basis of their income, it was found that most (27.5%) of the
respondents receive a monthly income less than Rs.20,000.

Chart 1.5: Chart showing monthly income wise classification of respondents:

Monthly income level

Less than 20,000
24% 28% 20,000-40,000
40,000-60,000
60,000-80,000
13% More than 80,000
17%
19%

Table 1.6: Table showing residence wise classification of respondents:

17
 S.No. Residence No. of respondents % Of Respondents
1 Semi Urban 39 32
2 Urban 72 60
3 Rural 9 8
TOTAL 120 100

Interpretation:
The above table shows the residence wise classification of respondents. From table 1.6, we can
understand that 72(60%) respondents live in urban area, 39(32%) respondents are from semi
urban areas and 9(8%) respondents are from rural areas.

Inference:
On categorizing customers on the basis of their residence, it was found that majority (60%) of
the respondents live in urban area.

Chart 1.6: Chart showing residence wise classification of respondents:

Residence
Semi Urban Rural Urban

33%

60%

8%

Table 2: Distribution of respondents according to different window shopping behavior of

customers:

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Table 2.1: Table showing frequency of visit to shopping mall wise classification of
respondents:
S.No. Frequency of visit to shopping No. of respondents % Of Respondents
mall
1 Everyday 1 1
2 Twice in a week 10 8
3 Once a week 29 24
4 Twice in a month 41 34
5 Once in 45 days or less 39 33
TOTAL 120 100

Interpretation:
The above table shows the frequency of visit to shopping mall wise classification of respondents.
From table 2.1, we can understand that only 1(1%) respondent visit shopping malls every day,
10(8%) respondents visit twice a week, 29(24%) respondents visit once a week, 41(34%)
respondents visit twice in a month, 39(33%) respondents visit once in 45 days or less.

Inference:
On categorizing customers on the basis of their frequency of visit to shopping mall, it was found
that most (34%) of the respondents visit shopping malls twice in a month.

Chart 2.1: Chart showing frequency of visit to shopping wise classification of respondents:

41 39
40 29
30
20 10
10 1
0
Everyday Twice in a week Once a week Twice in a month Once in 45 days or
less

Table 2.2: Table showing the average time spent for shopping in malls wise classification of
respondents:

19
 S.No. Average time spent for No. of respondents % Of Respondents
shopping in malls
1 Less than 30 mins. 7 6
2 30 mins.-1 hr. 12 10
3 1-2 hrs 36 30
4 2-3 hrs. 35 29
5 3-4 hrs. 18 15
6 More than 4 hrs. 12 10
TOTAL 120 100
Interpretation:
The above table shows the frequency of the average time spent for shopping in malls of
respondents. From table 2.2, we can understand that only 7(6%) respondents spend less than 30
mins, 12(10%) respondents spend 30 mins.-1 hr., 36(30%) respondents spend 1-2 hrs, 35(29%)
respondents spend 2-3 hrs., 18(15%) respondents spend 3-4 hrs. 12(10%) respondents spend
more than 4 hrs.
Inference:
On categorizing customers on the basis of their frequency of the average time spent for shopping
in malls, it was found that most (30%) of the respondents spend 1-2 hrs.
Chart 2.2: Chart showing frequency of the average time spent for shopping in malls wise
classification of respondents:

Frequency of the average time spent for

shopping in malls
Less than 30 mins. 30 mins.-1
6%hr. 1-2 hrs
10%
2-3 hrs. 3-4 hrs. 10% More than 4 hrs.
15%

30%
29%

Table 2.3: Table showing the average amount spent per visit in malls wise classification of
respondents:

20
 S.No. Average amount spent per visit No. of respondents % Of Respondents
in malls
1 Less than Rs. 1000 19 16
2 Rs. 1000-5000 67 56
3 Rs. 5000-10000 22 18
4 Rs. 10000-20000 11 9
5 More than Rs. 20000 1 1
TOTAL 120 100

Interpretation:
The above table shows the frequency of the average amount spent per visit in malls of
respondents. From table 2.3, we can understand that 19(16%) respondents spend less than
Rs.1000, 67(56%) respondents spend Rs. 1000-5000., 22(18%) respondents spend Rs. 5000-
10000, 11(9%) respondents spend Rs. 10000-20000., 1(1%) respondents spend More than Rs.
20000.
Inference:

On categorizing customers on the basis of the average amount spent per visit in malls, it was
found that majority (56%) of the respondents spend Rs.1000-5000.

Chart 2.3: Chart showing frequency of the average amount spent per visit in malls ,wise
classification of respondents:

More than Rs. 20000 1

Rs. 10000-20000 11

Rs. 5000-10000 22

Rs. 1000-5000 67

Less than Rs. 1000 19

0 10 20 30 40 50 60 70 80

Table 2.4: Distribution of respondents as per the number of stores they visit during their
visit to shopping malls:

21
 S.No. Number of stores they visit No. of respondents % Of Respondents
during their visit to shopping
malls
1 2-3 Stores 24 20
2 3-4 Stores 31 25.83
3 3-4 Stores 33 27.5
4 5-6 Stores 12 10
5 More than 6 20 16.66
TOTAL 120 100

Interpretation:
The above table shows the number of stores the respondents visit during their visit to shopping
malls. From table 2.4, we can understand that 24(20%) respondents visit 2-3 Stores, 31(26%)
respondents visit 3-4 Stores, 33(27.5%) respondents visit 3-4 Stores, 12(10%) respondents visit
5-6 Stores, 20 (16.5%) respondents visit more than 6 Stores.
Inference:
On categorizing customers based on the number of stores the respondents visit during their visit
to shopping malls, it was found that most (27.5%) of the respondents visit 3-4 Stores.

Chart 2.4: Chart showing frequency of the number of stores the respondents visit during
their visit to shopping malls, wise classification of respondents:

Stores they visit during their visit to shopping malls

2-3 Stores
3-4 Stores
17% 20%
4-5 Stores
10% 5-6 Stores
26% More than 6
28%

Table 2.5: Distribution of respondents as per category of products they purchase very
frequently during their visit to shopping malls:

22
 S.No. Category of products No. of respondents % Of Respondents
they purchase very
frequently
1 Personal care 31 26
2 Electronic goods 4 3
3 Books 7 6
4 Food & Beverages 33 27
5 Household products 36 30
6 Others 9 8
TOTAL 120 100
Interpretation:
The above table shows category of products they purchase very frequently during their visit to
shopping malls. From table 2.5, we can understand that 31(26%) respondents purchase personal
care products, 4(3%) respondents prefer electronic goods, 7(6%) respondents buy books ,
33(27%) respondents purchase food and beverage, 36(30%) respondents prefer household
products and the rest 9(8%) like other goods.
Inference:
On categorizing customers based on the products they purchase very frequently during their visit
to shopping malls, it was found that most (30%) of the respondents purchase household products
very frequently.
Chart 2.5: Chart showing frequency of respondents as per category of products they
purchase very frequently during their visit to shopping malls:

8%
26% Personal care
Electronic goods
30% Books
6% 3% Food & Beverages
Household products
28% Others

Table 2.6: Distribution of respondents as per purchase of products on impulse basis:

23
 S.No. Purchase of products No. of respondents % Of Respondents
on impulse basis

1 Yes 78 65
2 No 42 35
TOTAL 120 100

Interpretation:
The results presented in Table 2.6 depict that 78(65%) respondents purchase of products on
impulse basis and 42(35%) of the respondents do not purchase products on impulse basis.

Inference:
On categorizing customers based on the number of stores the respondents purchase of products
on impulse basis, it was found that majority of the respondents (65%) respondents purchase of
products on impulse basis.

Chart 2.6: Chart showing frequency of respondents as per purchase of products on impulse
basis:

Purchase of products on impulse basis

Yes No

35%

65%

Table 2.7: Distribution of respondents as per the extent of exhibiting the impulse buying

24
behavior:
S.No. Extent of exhibiting No. of respondents % Of Respondents
the impulse buying
behavior
1 High level 15 12
2 Moderate level 62 52
3 Low level 43 36
TOTAL 120 100

Interpretation:
The results presented in Table 2.7 depict that 15(12%) respondents exhibit high level of impulse
buying behavior, 62(52%) respondents exhibit moderate level of impulse buying behavior and
43(36%) exhibit low level.
Inference:
On categorizing customers based on the extent of exhibiting the impulse buying behavior, it was
found that majority of the respondents (52%) respondents exhibit moderate level of impulse
buying behavior.

Chart 2.7: Chart showing frequency of respondents as per the extent of exhibiting the
impulse buying behavior:

Extent of exhibiting the impulse buying behavior

High level Moderate level Low level

13%
36%

52%

Table 2.8: Distribution of respondents as per category of products they purchase on

impulse basis during their visit to shopping malls:

25
 S.No. Category of products No. of respondents % Of Respondents
they purchase on
impulse basis
1 Personal care 26 22
2 Electronic goods 14 12
3 Books 10 8
4 Food & Beverages 29 24
5 Household products 31 26
6 Others 10 8
TOTAL 120 100
Interpretation:
The above table shows category of products they purchase on impulse basis during their visit to
shopping malls. From table 2.8, we can understand that 26(22%) respondents purchase personal
care products, 14(12%) respondents prefer electronic goods, 10(8%) respondents buy books ,
29(24%) respondents purchase food and beverage, 31(26%) respondents prefer household
products and the rest 10(8%) like other goods.
Inference:
On categorizing customers based on the products they purchase on impulse basis during their
visit to shopping malls, it was found that most (26%) of the respondents purchase household
products on impulse basis very frequently.
Chart 2.8: Chart showing frequency of respondents as per category of products they
purchase on impulse basis during their visit to shopping malls:
29 31
26
30
14
20 10 10
10
0
ar
e
od
s
o ks
ag
es cts he
rs
la c o Bo r du t
n cg ve ro O
so ni Be p
r o ld
Pe ctr & ho
Ele od e
Fo us
Ho

Table 2.9: Respondents opinion on whether the money spent towards window shopping is
value worth of the product:

26
 S.No. Money spent towards No. of % Of
window shopping is respondents Respondents
value worth of the
product
1 Always 13 11
2 Sometimes 94 78
3 Never 13 11
TOTAL 120 100

Interpretation:
The results presented in Table 2.9 depict that 13(11%) respondents found the money spent
towards window shopping is always value worth of the product. 94(78%) respondents found the
money spent towards window shopping is sometimes value worth of the product and 13(11%)
respondents found the money spent towards window shopping is never value worth of the
product.
Inference:
On categorizing customers based on the money spent towards window shopping is value worth
of the product, it was found that majority of the respondents (78%) respondents found the money
spent towards window shopping is sometimes value worth of the product.
Chart 2.9: Chart showing the opinion of respondents on whether the money spent towards
window shopping is value worth of the product:

Money spent towards window shopping is value

worth of the product
11% 11% Always
Sometimes
Never

78%

Influence of various shopping dimensions on selection of shopping malls

The respondents were asked to rate 13 statements related to various

27
shopping dimensions.

Table 2.10 (i): Distribution of respondents as per the extent of influence of Shopping
Dimensions on the mall selection (in numbers):

Strongly Strongly
Statements Disagree Neutral Agree
S.No. disagree Agree Total
1 a)Expensive 13 14 45 33 15 120
b)Product
display &
2 promotions 9 18 38 38 17 120
c)Brand &
3 Trends 12 8 27 50 23 120
d) Discount
4 Price 7 7 26 39 41 120
e)Interior
5 Design 7 25 47 30 11 120
f)Lighting &
6 Decoration 14 24 43 29 10 120
g)Good
7 mood 18 19 47 29 7 120
8 h)Fun to vist 10 14 35 43 18 120
i) handling
various
9 merchandise 3 17 52 33 15 120
j)Sales
person are
10 friendly 9 14 54 36 7 120
k)Unplanned
11 purchase 12 25 45 26 12 120
12 l) Aesthetic 12 22 47 30 9 120
m) One stop
13 shopping 10 14 34 37 25 120

Table 2.10 (ii): Distribution of respondents as per the extent of influence of Shopping
Dimensions on the mall selection (in percentage):

28
 Strongly
Disagree Neutral Agree Strongly Agree
Statements disagree
(%) (%) (%) (%)
S.No. (%) Total
1 a)Expensive 10.83 11.66 37.5 27.5 12.5 100
b)Product
display &
2 promotions 7.5 15 31.66 31.66 14.16 100
c)Brand &
3 Trends 10 6.66 22.5 41.66 19.16 100
d) Discount
4 Price 5.83 5.83 21.66 32.5 34.16 100
5 e)Interior Design 5.83 20.83 39.16 25 9.166 100
f)Lighting &
6 Decoration 11.66 20 35.83 24.16 8.333 100
7 g)Good mood 15 15.83 39.16 24.16 5.833 100
8 h)Fun to vist 8.33 11.66 29.16 35.83 15 100
i) handling
various
9 merchandise 2.5 14.16 43.33 27.5 12.5 100
j)Sales person
10 are friendly 7.5 11.66 45 30 5.83 100
k)Unplanned
11 purchase 10 20.83 37.5 21.66 10 100
12 l) Aesthetic 10 18.33 39.16 25 7.5 100
m) One stop
13 shopping 8.33 11.66 28.33 30.83 20.83 100

a) Shopping Malls are expensive

Interpretation:

29
From the table 2.10 we can understand that 15(12.5%) respondents are strongly agreed with the
statement shopping malls are expensive. 33(27.5%) respondents are agreed with the statement
shopping malls are expensive. 45(37.5%) respondents are uncertain with the price with the
statement shopping malls are expensive. 14(11.66%) respondents are disagreed with that
Shopping malls are expensive. 13(10.88%) respondents are strongly disagreed with the statement
shopping malls are expensive.
Inference:
Most of the respondents (37.5%) are neutral with the statement shopping malls are expensive.

b) Purchase decisions are affected by product display and promotional attractions

Interpretation:
From Table 2.10, we can understand that 17 (14.16%) respondents strongly agree
that purchase decisions are affected by product display and promotional attractions, 38(31.66%)
respondents agree that purchase decisions are affected by product display and promotional
attractions, 38 (31.66%) respondents are neutral that purchase decisions are affected by product
display and promotional attractions, 18(15%) respondents disagree that purchase decisions are
affected by product display and promotional attractions and 9 (7.5%) strongly disagree that
purchase decisions are affected by product display and promotional attractions.
Inference:
Most of the respondents (31.66%) are neutral and agree with the statement purchase decisions
are affected by product display and promotional attractions.

c) Brands and trends attract people toward malls

Interpretation:
From Table 2.10, we can understand that 23 (19.16%) respondents strongly agree
that brands and trends attract people toward malls, 50(41.16%) respondents agree that brands and
trends attract people toward malls, 27 (22.5%) respondents are neutral that brands and trends
attract people toward malls, 8(6.66%) respondents disagree that brands and trends attract people
toward malls and 12 (10%) strongly disagree that purchase decisions are affected brands and
trends attract people toward malls.
Inference:

30
Most of the respondents (41.66%) agree with the statement brands and trends attract people
toward malls.

d) Consumers are interested to purchase products on discount price

Interpretation:
From Table 2.10, we can understand that 41 (34.16%) respondents strongly agree
that consumers are interested to purchase products on discount price, 39(32.5%) respondents
agree that consumers are interested to purchase products on discount price, 26 (21.66%)
respondents are neutral that consumers are interested to purchase products on discount price,
7(5.83%) respondents disagree that brands and trends attract people toward malls consumers are
interested to purchase products on discount price and 7(5.83%) strongly disagree that consumers
are interested to purchase products on discount price.
Inference:
Most of the respondents (34.16%) strongly agree with the statement consumers are interested to
purchase products on discount price.

e) The interior design of the mall attracts me

Interpretation:
From Table 2.10, we can understand that 11 (9.16%) respondents strongly agree
that the interior design of the mall attracts them, 30(25%) respondents agree that consumers are
interested to purchase products on discount price, 47 (39.16%) respondents are neutral that the
interior design of the mall attracts them, 25(25.83%) respondents disagree that the interior design
of the mall attracts them and 7(5.83%) strongly disagree that the interior design of the mall
attracts them.
Inference:
Most of the respondents (39.16%) are neutral with the statement the interior design of the mall
attracts them.

f) The Lightning and decoration of the mall attracts me

Interpretation:

31
From Table 2.10, we can understand that 10 (8.33%) respondents strongly agree
that the lightning and decoration of the mall attracts them, 29(24.16%) respondents agree that the
lightning and decoration of the mall attracts them, 43 (35.83%) respondents are neutral that the
lightning and decoration of the mall attracts them, 24(20%) respondents disagree that the
lightning and decoration of the mall attracts them and 14(11.66%) strongly disagree that the
lightning and decoration of the mall attracts them.

Inference:
Most of the respondents (35.83%) are neutral with the statement the lightning and decoration of
the mall attracts them.

g) I am in good mood whenever I do window shopping

Interpretation:
From Table 2.10, we can understand that 7 (5.83%) respondents strongly agree
that the respondents are in good mood whenever they do window shopping, 29(24.16%)
respondents agree that the respondents are in good mood whenever they do window shopping, 47
(39.16%) respondents are neutral that the respondents are in good mood whenever they do
window shopping, 19(15.83%) respondents disagree that the respondents are in good mood
whenever they do window shopping and 18(15%) strongly disagree the respondents are in good
mood whenever they do window shopping.
Inference:
Most of the respondents (39.16%) are neutral with the statement the respondents are in good
mood whenever they do window shopping.

h) Certain stores are fun to visit because they sell products of my interest
Interpretation:
From Table 2.10, we can understand that 18 (15%) respondents strongly agree
that certain stores are fun to visit because they sell products of their interest, 43(35.83%)
respondents agree that certain stores are fun to visit because they sell products of their interest,
35 (29.16%) respondents are neutral that certain stores are fun to visit because they sell products
of their interest, 14(11.66%) respondents disagree that certain stores are fun to visit because they

32
sell products of their interest and 10(8.33%) strongly disagree that certain stores are fun to visit
because they sell products of their interest.
Inference:
Most of the respondents (35.83%) agree with the statement certain stores are fun to visit because
they sell products of their interest.
i) I enjoy handling and trying various merchandise
Interpretation:
From Table 2.10, we can understand that 15 (12.5%) respondents strongly agree
that they enjoy handling and trying various merchandise, 33(27.5%) respondents agree that they
enjoy handling and trying various merchandise, 52 (43.33%) respondents are neutral that they
enjoy handling and trying various merchandise, 17(14.16%) respondents disagree they enjoy
handling and trying various merchandise and 3(2.5%) strongly disagree that they enjoy handling
and trying various merchandise.
Inference:
Most of the respondents (35.83%) agree with the statement they enjoy handling and trying
various merchandise.
j) The sales persons in the mall are more friendly and courteous
Interpretation:
From Table 2.10, we can understand that 7 (5.83%) respondents strongly agree that the sales
persons in the mall are more friendly and courteous, 36(30%) respondents agree that the sales
persons in the mall are more friendly and courteous, 54 (45%) respondents are neutral that the
sales persons in the mall are more friendly and courteous, 14(11.66%) respondents disagree that
the sales persons in the mall are more friendly and courteous 9(7.5%) strongly disagree that the
sales persons in the mall are more friendly and courteous.
Inference:
Most of the respondents (45%) are neutral with the statement they the sales persons in the mall
are more friendly and courteous.

k) I prefer going to a mall rather for a unplanned purchase then planned one
Interpretation:

33
From Table 2.10, we can understand that 12(10%) respondents strongly agree that they prefer
going to a mall rather for a unplanned purchase then planned one, 26(21.66%) respondents agree
that they prefer going to a mall rather for a unplanned purchase then planned one, 45 (37.5%)
respondents are neutral that they prefer going to a mall rather for a unplanned purchase then
planned one, 25(20.83%) respondents disagree that they prefer going to a mall rather for a
unplanned purchase then planned one 12(10%) strongly disagree that they prefer going to a mall
rather for a unplanned purchase then planned one.

Inference:
Most of the respondents (37.5%) are neutral with their preference going to a mall rather for a
unplanned purchase then planned one.

l) The aesthetic of the store attracts me to do window shopping

Interpretation:
From Table 2.10, we can understand that 9(7.5%) respondents strongly agree that the aesthetic
of the store attracts them to do window shopping, 30(25%) respondents agree that the aesthetic
of the store attracts them to do window shopping, 47 (39.16%) respondents are neutral that the
aesthetic of the store attracts them to do window shopping, 22(18.33%) respondents disagree that
the aesthetic of the store attracts them to do window shopping 12(10%) strongly disagree that
the aesthetic of the store attracts them to do window shopping.

Inference:
Most of the respondents (39.16%) are neutral that the aesthetic of the store attracts them to do
window shopping.

m) Mall is the place where I can get everything, as it is a one stop shopping place
Interpretation:
From Table 2.10, we can understand that 25(20.83%) respondents strongly agree that the mall
is the place where they can get everything as it is a one stop shopping place, 37(30.83%)
respondents agree that the place where they can get everything as it is a one stop shopping place,
34 (28.33%) respondents are neutral that the place where they can get everything as it is a one

34
stop shopping place, 14(11.66%) respondents disagree that the place where they can get
everything as it is a one stop shopping place, 10(8.33%) strongly disagree that the place where
they can get everything as it is a one stop shopping place.

Inference:
Most of the respondents (30.83%) agree that the place where they can get everything as it is a
one stop shopping place.

Chart 2.12: Chart showing the distribution of respondents as per the extent of influence of

35
shopping dimensions on the mall selection:

Distribution of respondents as per the extent

of influence of shopping dimensions on the
mall selection

Strongly disagree Disagree Neutral Agree Strongly Agree

11 10 7 7 9
15 15 12
17 18
23 25
41 29
30 29 36 26 30
33 33
38
43
37
50

39 43 47 45
47 47
45 54
38 52
35 34
27
26 24 19
25 22
14 18 25
8 14 14 14
7 17
14 18
13 9 12 10 9 12 12 10
7 7 3
ive

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se

se
t
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i)

4.2 RANK ANALYSIS

Purpose of visit to of respondents

36
The respondents were asked about what is the purpose of their visit to shopping malls. They
were given with 7 factors i.e. window shopping, shopping, entertainment/enjoyment, food
courts/restaurants, multiplex, social reason and during free time to rank them from 1 to 7 where 1
means most important and 7 means least important.
Table 3: Rank Analysis
Table 3.1: Distribution of respondents as per their purpose of visit to shopping malls:
Weighted
Score 7 6 5 4 3 2 1
Total Average Rank
Factors 1 2 3 4 5 6 7
window Shopping 21 15 4 22 18 6 34 445 3.71 6
Shopping 24 5 35 22 21 9 4 546 4.55 1
Entertainment/Enjoyment 17 29 13 13 22 22 4 524 4.37 2
Food Courts/Restaurants 9 32 8 16 16 16 23 462 3.85 5
Multiplex 22 4 23 8 16 43 4 463 3.86 4
Social reason 4 27 16 14 18 16 25 437 3.64 7
During free time 23 8 21 25 9 8 26 483 4.03 3
TOTAL 120 120 120 120 120 120 120

Interpretation:
The perusal of Table 3.1 exhibits the ranks of all the dimensions on the basis of their
Weighted average score. Shopping with rank 1 is the foremost factor to which the people give
foremost priority for visiting shopping malls which is followed by Entertainment/Enjoyment in
the 2nd rank, During free time in the 3rd rank, multiplex in 4th rank, Food Courts/Restaurants in 5th
rank, window shopping in 6th rank and the least importance is given to social reason (7th rank).
Inference:
Shopping with rank 1 is the foremost factor to which the people give foremost priority for
visiting shopping malls.
Factors that make the respondents do window shopping:
The respondents were asked about factors that make them to do window shopping. They were
given with 7 factors i.e. attractive packing, eye-catching widow display, good store ambiance,
colorful lighting of the store, time pass, price, offers & discounts, attractive store layout & design

37
to rank them from 1 to 7 where 1 means most important and 7 means least important.

Table 3.2 (i): Distribution of respondents as per the factors that make the respondents do
window shopping:
Weighted
Score 7 6 5 4 3 2 1
Total Average Rank
Factors 1 2 3 4 5 6 7
Attractive Packing 58 12 9 8 10 14 9 120 5.18 1
Eye-catching widow
display 6 41 6 3 18 20 26 120 3.75 5
Good store ambiance 12 7 31 31 8 17 14 120 3.98 4
Colorful lighting of the
store 5 38 13 27 24 10 3 120 4.43 2
Time Pass 15 3 25 28 33 7 9 120 4.02 3
Price, Offers &
Discounts 14 6 24 20 12 28 16 120 3.68 6
Attractive store layout
& design 10 13 12 3 15 24 43 120 2.97 7
Total 120 120 120 120 120 120 120 840

Interpretation:
The perusal of Table 3.2 exhibits the ranks of all the dimensions on the basis of their
weighted average score. Attractive packing with rank 1 is the foremost factor to which the people
give foremost priority to do window shopping which is followed by colorful lighting of the store
in the 2nd rank, time pass in the 3rd rank, good store ambiance in 4th rank, eye-catching widow
display in 5th rank, price, offers & discounts in 6 th rank and the least importance is given to
attractive store layout & design (7th rank).
Inference:
Attractive packing with rank 1 is the foremost factor to which the people give foremost factor to
which the people give foremost priority to do window shopping,
CHI -SQUARE TEST

Comparison between the age of the respondents and the category of products they
purchase on impulse basis
Independent Variable: Age

38
Dependent Variable: Category of products they purchase on impulse basis

I. Hypothesis:-
(i) Null Hypothesis (Ho): There is no significant relationship between age of the respondents
and the category of products they purchase on impulse basis.
(ii) Alternate Hypothesis (Ha): There is a significant relationship between age of the
respondents and the category of products they purchase on impulse basis.

II. Level of Significance:-

∞ = 5% = 0.05

III. Test Statistics:-

X2 = Ʃ (O-E)2
. E

IV. Calculation:-
(i) Cross-Table:

Products/ Personal Electronic Food & Househol

Age care goods Books Beverages d products Others Total
18-25 18 5 7 13 7 6 56
26-35 2 2 1 8 7 3 23
36-45 5 6 1 6 7 1 26
46-55 1 0 1 2 6 0 10
56< 0 1 0 0 4 0 5
Total 26 14 10 29 31 10 120

OBSERVED EXPECTED
X2= (O-
FREQUENCY FREQUENCY (O-E) (O-E)2
E)2/E
(Oi) (Ei)
18 12.13 5.87 34.42 2.84
5 6.53 -1.53 2.35 0.36
7 4.67 2.33 5.44 1.17

39
 13 13.53 -0.53 0.28 0.02
7 14.47 -7.47 55.75 3.85
6 4.67 1.33 1.78 0.38
2 4.98
2 2.68
1 5 1.92 9.58 -4.58 21.01 4.22
8 5.56 2.44 5.96 1.07
7 5.94 1.06 1.12 0.19
3 1.92
5 8 5.63 7.55 0.45 1.12 0.15
6 3.03 2.97 8.80 2.90
1 2.17
6 7 6.28 8.45 -1.45 2.10 0.25
7 6.72 0.28 0.08 0.01
1 2.17
1 2.17
0 1.17
1 0.83
2 5 2.42 8.75 -3.75 14.06 1.61
6 2.58 3.42 11.67 4.52
0 0.83
0 1.08
1 0.58
0 0.42
0 1.21
4 1.29
0 5 0.42 5.83 -0.83 0.69 0.12
TOTAL 23.65

⸫ Calculated Value = 23.65

I. CHI- SQUARETABLE:-

Degree of Freedom = (r-1) (c-1) = (5-1) (6-1) = 4 x 5 = 20

dƒ = 20

40
 ⸫ Table value = 31.410

CONCLUSION:-

Here 23.65 < 31.410; (i.e.) calculated value is lesser than table value

Therefore, Null Hypothesis (Ho) is accepted and Alternate Hypothesis (H a) is rejected. Hence,
there is NO RELATIONSHIP between working experience and respondents feel stressed about
their job.

41
 CHAPTER-V

FINDINGS

 The percentage of female customers (35%) visiting shopping malls is a little higher than male
customers.

 Most (46.7 percentages) of the respondents fall in the age group of 18-25 years.
 On categorizing customers on the basis of their education, it was found that majority (61.7%)
of the respondents were graduates.
 On categorizing customers on the basis of their occupation, it was found that most (40%) of
the respondents were students.
 Most (27.5%) of the respondents receive a monthly income less than Rs.20,000.
 On categorizing customers on the basis of their residence, it was found that majority (60%)
of the respondents live in urban area.
 On categorizing customers on the basis of their frequency of visit to shopping mall, it was
found that most (34%) of the respondents visit shopping malls twice in a month.
 On categorizing customers on the basis of their frequency of the average time spent for
shopping in malls, it was found that most (30%) of the respondents spend 1-2 hrs.

 On categorizing customers on the basis of the average amount spent per visit in malls, it was
found that majority (56%) of the respondents spend Rs.1000-5000.
 Shopping is the foremost factor to which the people give foremost priority for visiting
shopping malls.
 On categorizing customers based on the number of stores the respondents visit during their
visit to shopping malls, it was found that majority of the respondents visit 3-4 Stores.
 On categorizing customers based on the products they purchase very frequently during their
visit to shopping malls, it was found that most (30%) of the respondents purchase household
products very frequently.
 On categorizing customers based on the number of stores the respondents purchase of
products on impulse basis, it was found that majority of the respondents (65%) respondents
purchase of products on impulse basis.

42
 On categorizing customers based on the extent of exhibiting the impulse buying behavior, it
was found that majority of the respondents 62(52%) respondents exhibit moderate level of
impulse buying behavior.
 On categorizing customers based on the products they purchase on impulse basis during their
visit to shopping malls, it was found that most (26%) of the respondents purchase household
products on impulse basis very frequently.
 On categorizing customers based on the money spent towards window shopping is value
worth of the product, it was found that majority (78%) of the respondents found the money
spent towards window shopping is sometimes value worth of the product.
 Attractive packing with rank 1 is the foremost factor to which the people give foremost factor
to which the people give foremost priority to do window shopping,
 Most of the respondents (37.5%) are neutral with the statement shopping malls are
expensive.
 Most of the respondents (31.66%) are neutral and agree with the statement purchase
decisions are affected by product display and promotional attractions.
 Most of the respondents (41.66%) agree with the statement brands and trends attract people
toward malls.
 Most of the respondents (34.16%) strongly agree with the statement consumers are interested
to purchase products on discount price.
 Most of the respondents (39.16%) are neutral with the statement the interior design of the
mall attracts them.
 Most of the respondents (35.83%) are neutral with the statement the lightning and decoration
of the mall attracts them.
 Most of the respondents (39.16%) are neutral with the statement the respondents are in good
mood whenever they do window shopping.
 Most of the respondents (35.83%) agree with the statement certain stores are fun to visit
because they sell products of their interest.
 Most of the respondents (35.83%) agree with the statement they enjoy handling and trying
various merchandise.
 Most of the respondents (45%) are neutral with the statement they the sales persons in the
mall are more friendly and courteous.

43
 Most of the respondents (37.5%) are neutral with their preference going to a mall rather for a
unplanned purchase then planned one.
 Most of the respondents (39.16%) are neutral that the aesthetic of the store attracts them to
do window shopping.
 Most of the respondents (30.83%) agree that the place where they can get everything as it is a
one stop shopping place.
 Gaming centers and play areas is another reason to visit malls.
 There is no relationship between working experience and respondents feel stressed about
their job.
 Attractive packing with rank 1 is the foremost factor to which the people give foremost factor
to which the people give foremost priority to do window shopping,
 Shopping with rank 1 is the foremost factor to which the people give foremost priority for
visiting shopping malls.

44
 5.1 SUGGESTIONS

The following recommendations have been suggested from the study:

 Malls are mainly meant for shopping and enjoyment or fun. So shopping malls should be
made in such a way that they should have more means of enjoyment.
 The interiors and lightning of the mall should be made more attractive and appealing to
the mall visitors.
 More variety should be provided in the shopping malls.
 Customer service should be improved and promotional schemes should be provided
from time to time for more sales.
 As youngsters are the major consumers in shopping malls, shopping malls should try to
focus on this category of consumers by offering different products and schemes for this
class.
 Prices should be cut down, so that malls can not only be a place for window shopping,
but for real shoppers.
 The price of parking in malls can be reduced.
 Samples and trial packs can be given to customers.
 The use of plastic bags is still not completely stopped in the malls.
 Sometimes the sales persons should not force the customers to buy any products.

45
 CHAPTER- VI

CONCLUSION

Indian consumer being exposed to a variety of retail formats leading to change in consumer
buying behavior. The trend of the new formats is declining fast for the consumer who is no
longer satisfied with the current formats offered by them. In order to deal to the increasing
complexity in the market place, the Indian retailer will need to know his customer and design a
unique value proposition for this segment. India has experienced an exciting time of growth in
the retail sector in the last decade. This is evident from the fact that shopping mall activity,
which was earlier, only part of the big cities, has started percolating down to smaller cities and
towns. The respondents prefer to shop in shopping malls because of the availability of all things
under one roof, large variety of products availability, cleanliness in the malls as compared to
traditional markets, good customer service by stores available in the mall which relieve them
from hectic shopping in traditional markets, quality of products, ambience in mall and
promotional schemes for the consumers.

46