Project On Shopping Mall

A
PROJECT REPORT
ON
MARKET RESEARCH
OF
SHOPPING MALLS
Submitted by:-
Group: -
S.Y.M.B.A.
2007-2008
Submitted to:-
K.S. School of Business Management

Gujarat University
Ahmedabad.
K. S. School of Business Management - 1-

Name Roll no
Rahul Mishra 2053
Sneha Bhavsar 2079
Arva Dholkawala 2085
Jimesh Gajjar 2086
Kinjal Gandhi 2087 NAME OF THE FACULTY
Dhara Khakhar 2098 GUIDE: - MRS. MALA
Parthesh Laheri 2100 SHETH
Neha Pandey 2110
Prashant Parmar 2112 SIGNATURE OF
Dhara Patel 2114 FACULTY:-

1.Acknowledg ement
2. Introduction of Retail Industry
3. History
4. Types of shopping centers
5. General terminology regarding malls
6. Basic requirement
 Approvals required for construction
7. 7 P’s of Marketing
 Product
 Price
 Place
 Promotion
 People
 Physical Evidence
 Process Management
8. World’s 10 biggest malls
9. About malls
 Malls in India Vs Malls In China
 Malls in Ahmedabad
 Malls profile
 Growth of malls
 World mall v/s Indian mall
 Future plans

10. Market Research (Age group 21 to 50
years.)
 Research plan
Questionnaire
Analysis
11. Market Research (Age group above 50
years.)
 Research plan
 Questionnaire
 Analysis
12. Suggestions
13. Limitations
14. Conclusion
15. Bibliography
16. Webography

An Acknowledgement is something which is so often over looked by
people who read a project best to us this is something very important, an
integral part of this project as this expresses our heart felt gratitude towards all
those people who helped us during the course of this project & in the end
helped us give it the form as seen today.
It is true that world out side name of a time is different from what we
have perceived. Similarly it is possible that the theoretical knowledge is not
only aim of our career , getting practical knowledge is also an important thing,
which is not possible without support , guidance, motivation & inspiration
provided by different person. Hence, our project bears the imprints of many
people.
We are greatly indebted to Mrs. SARALA ACHUTAN, the director of

K.S School of Business Management, who gave us the valuable opportunity of
involving ourselves in such project assignment.
We would like to thank Mrs. MALA SHETH for her support &
immense help. There are many people out side the college premises who give
their valuable time for our project. We would like to thank them also.
MR. AKASH , General Manager , Gallops mall

MR. RAKESH , Store Manage , Big Bazaar ,S. G. road Branch
And special thanks to
MR. MITESH MEHTA from U.S.A for

providing some data and web sites
Related to the topic.

Retail Sector in India: Issues and Prospects
Retail, according to Concise Oxford English Dictionary, is the ‘sale of goods to
the public for use or consumption rather than for resale’. Retailing is derived from the
French word 'retailer' meaning ’breaking bulk' and breaking bulk quantities into
smaller sellable units. Usually, a retailer buys goods or products in large quantities
from manufacturers or importers, whether directly or through a wholesaler, and then
sells individual items in small quantities to the general public or end users. The world
over the retail sector has grown rapidly with increasing sophistication and
modernization of the life-style of households and individuals and with increasing
globalisation of trade; India has begun to cater up rather astonishingly rapidly.
An Overview of Indian Retail Sector

The retail sector has helped in giving strong impetus to overall economic growth
as a significant driver of the growth of service sector, which contributes as mush as 54
per cent of GDP. It has strong backward and forward linkages with other sectors like
agriculture and industry through stimulating demand for goods and through mass
marketing, packaging, storage and transport. Moreover, it creates considerable direct
and indirect employment in the economy. Also, the consumers have benefited in terms
of wide range of products available in a market.
Components of Retail Sector

The major components of the retail sector are:

Food and Grocery, Fast Moving Consumer Goods (FMCGs), Consumer
Durables, Apparel, Footwear, Watches, Jewellery, and Health and Beauty products,
etc.
The anatomy of the retail market has shown that the clothing and textiles
constitutes 39 per cent of the organised retail pie, followed by food and grocery, which
accounts for 11 percent of the total retail market.
However, according to the survey conducted by KPMG for Federation of Indian

Chamber of Commerce and Industry (FICCI), among these, the food and grocery is
expected to witness the fastest growth followed by clothing as the second-fastest
growing segment.
Key Players in the Retail Sector

The main players in the sector are classified as big corporate houses, dedicated
brand outlets and multi-brand outlets. Some of the market leaders are:
• Corporate Houses: Tatas (Tata Trent), RPG Group (Food World, Health & Glow),
ITC (Life Style), Rahejas (Shoppers’ Stop), Hiranandani (Haike)
• Dedicated Brand Outlets: Arrow, Nike, Reebok, Zodiac, etc.
• Multi Brand Outlets: Vijay Sales, Apana Bazar, Viveks etc.
• Manufacturers/ Exporters: Pantaloons, Bata, Weekender etc.
Among these, the formats like supermarkets (e.g. Food Bazaars) have the
highest potential for growth in India followed by hypermarkets (e.g. Big Bazaar,
Spencer’s).
Rural-Urban Share in Retail Sector

A distinctive feature of organised retailing in India is that it is largely an urban
phenomenon. Organised retail has been more successful in metro cities, so in the south
and west of India . The reasons for this regional variation range from differences in
consumer buying behaviour to cost of real estate and taxation laws. Nonetheless, the
case for Indian retailers to explore rural markets is strong. Factoring the size of the
rural population and agricultural income growth in rural India, the rural market is
certainly an opportunity for retailers with an innovative retail proposition. A clear
indicator of this potential is the current share of rural market across major categories
of consumption.
[The survey conducted by KPMG for Federation of Indian Chamber of Commerce and
Industry (FICCI).]
Growth and Future Prospects

With the economy growing at a robust rate at near 8 per cent, the retail sector has
also been witnessing notable growth due to an unprecedented consumption boom. The
multiple factors driving this boom are:
First, favourable demography with roughly 60 per cent of the total population
below 30 years of age group. And higher disposable incomes of young middle class
consumers due to employment in IT, management and increasing number of working
women, Change in consumption pattern with high aspiration levels. The AC Nielsen
Online Omnibus Survey 2005 has rated India in the highest category of Aspiration
Index (especially in consumer durables segment) in Asia along with China, Indonesia
and Thailand.
Growth in Major Retail Segments

1. Food and Grocery
The food industry is the largest growing industry after the clothing segment.
According to the FICCI study, the size of the food and beverages industry is Rs 3,
58,000 crore. The FICCI has urged the government to have pro-active approach for
helping the industry to achieve the lower cost, quality improvement and better
performance in the competitive environment.
2. FMCG (Fast Moving Consumer Goods)

In the last couple of years, the FMCG segment has grown at a rapid pace,
especially due to increasing number of big FMCG outlets like Big Bazaar. The
products, which have shown significant growth in rural markets, are toothpaste, hair
oils and shampoos. Shampoo sales, in rural areas have gone up by 30.8 per cent as
compared to just 11 per cent in urban areas.
3. Consumer Durables
The size of the Indian consumer goods industry is at around Rs 20,000 crore.
After three years of buoyant performance, the consumer durable industry has shown
a moderate growth (in terms of production) of 13.6 per cent during the period April-
January 2006 as compared to 14.8 per cent over the corresponding period in the
previous year (Ministry of Statistics and Programme Implementation).
Investment in Indian Retail Sector

According to the KSA Technopak Retail Summit 2005, investment in the Indian
retail sector is estimated at Rs 2000 crore to Rs 2,500 crore in the next two to three
years and over Rs 20,000 crore by the end of 2010. Large Indian corporate houses like
Tata, Reliance, Raheja, ITC, Bombay Dyeing, etc.Have continued to show interest in
huge investments in organised retailing.
About Indian Retail Market

Given the robust growth observed in various retail segments, the current scenario
of the Indian retail sector is certainly bright and promising. However, there are number
of issues which need attention:
1. Foreign Direct Investment (FDI)

According to FDI proponents, some of the major benefits of opening up the retail
sector are:
• Employment generation,
• Competitive environment resulting in price and quality advantage to consumers,
• Expansion of manufacturing base and foreign investment,
• Reward to farmers if direct purchase of produce from farmers and,
• Better standard of living to meet rising aspiration levels of middle and higher-
middle income class.
2. Unbalanced Growth
The key is in slicing the relevant customer segments and developing appropriate
formats. If the specific needs of consumers are recognised, there would be a
considerable market expansion, which would divert a part of retail business to rural
areas and help in reducing rural-urban imbalance.
Real Estate: Availability and High Costs

The most crucial infrastructural problem of modern retail development is the
availability of quality retail space in India. The preferred form of retail real estate
acquisition is through long-term leases in India. Few retailers prefer a mix of owned
and leased real estate space and some own it.
Currently, the total retail mall space, as shown in the chart above, is 22
million sq.ft. and is expected to be at around 90 million sq. ft. by the end of
2007, a huge increase of 309 per cent.

 The antecedents of the modern shopping
center were the ancient agoras and medieval piazzas of European cities. The
industrial revolution of the 19th century produced the department store but made
cities crowded and dirty, and the desire to improve life by moving away from the
city gave birth to the suburb and shopping mall.
 1842 Andrew Jackson Downing described English "Landscape Gardening"

with "curvilinear" layouts in his Cottage Residences book, and inspired his
disciples such as Frederick Law Olmsted and Calvert Vaux to improve city life
with parks and gardens.
 1888 The electric streetcar developed in Richmond VA made possible "streetcar

suburbs" and decentralized commercial centers.
Baltimore streetcar on Roland
 1898 Ebenezer Howard in Britain published To-morrow: A Peaceful

Path to Real Reform on garden cities to escape the industry and crowding of
large urban centers, led to the building of Letchworth.
Line cottages in Birds Hill at Letch worth

 1916 Chicago architect Arthur Aldis persuaded wealthy residents of Lake Forest,
Illinois, and investors such as Cyrus H. McCormick, Jr., to form the Lake Forest
Improvement Trust to build Market Square, an integrated shopping complex of 28
stores, 12 office units, 30 apartments, gymnasium, clubhouse and landscaping.
 1928 Don M. Casto opened Grandview Avenue Shopping Center in Columbus,

Ohio, with 4 supermarkets and 20 other stores and parking for 400 cars. Grandview
became a model for the auto-accessible strip mall.
 1930 Strawbridge & Clothier department store in Philadelphia built a branch store
at Suburban Square in Ardmore on the Main Line. In many cities, department
stores became the leading force in building suburban shopping centers.
 1935 Greenbelt, Maryland, was built by the New Deal as a planned community
including stores, but not organized as a shopping center.
 1938 Silver Spring Shopping Center in Silver Spring, MD, was an early
neighborhood center of 19 stores anchored by a grocery store and the Silver
Theatre, with an off-street parking lot, designed by John Eberson.
 1947 The North Shore Center opened near Beverly MA to serve as a regional
shopping center for the Boston area, designed by Kenneth Welch as a village green
with stores surrounding a 100-ft. landscaped central open area.

 1950 Northgate opened near Seattle on April 21, the first regional shopping center
defined as a "mall." Anchored by a Bon Marche department store, it provided
800,000 sq. ft. for stores arranged in a linear pattern along a 44-foot wide
pedestrian walkway, or "mall" that would become the center spine of all future
regional shopping centers. The word came from the British game of pall-mall, or
"ball and mallett" combining elements of croquet and golf, played since the 1500s
on a wide fairway green.
Northgate in 1950 from History Link

 1950 The drive-in grew in popularity as cars and suburbs shifted population away
from center cities; the Campus Drive-In near San Diego State University featured a
50-foot-high neon majorette.
 1951 Valley Plaza opened as the first shopping center designed to be built near
major freeways, anchored by a Sears store, located in the rapidly growing suburbs
of the San Fernando Valley north of Los Angeles.
Lakewood ca. 1952 from Mid Cities

 1956 Victor Gruen's 95-acre two-level Southdale Center Mall opened Oct. 8 in
Edina, MN, near Minneapolis, the first fully enclosed shopping center, with a
constant climate-controlled temperature of 72 degrees, inspired by the design of the
Galleria Vittoria Emanuele designed and built by architect Giuseppe Mengoni
1865-77 in Milan, Italy. In Maryland, James Rouse opened in October the
Mondawmin Mall west of Baltimore.
South dale in 1956 from MHS
 1957 International Council of Shopping Centers was founded with a membership of

36. The first chairman of the ICSC Board was Leonard L. Farber who had
developed suburban strip centers from his New York company headquarters. Albert
Sussman was elected the ICSC president 1958-86.
 1959 Burdick Mall opened in Kalamazoo, a downtown pedestrian mall designed by

Victor Gruen who believed shopping centers could revitalize declining urban
centers in the United States. The USIA selected Kalamazoo as the All-American
City for 1959 with a traveling exhibit in Europe. The success of the Burdick Mall
inspired a national craze for downtown pedestrian malls.
 1963 Stanley H. Durwood became the father of the multiplex movie theater when
he opened two side-by-side theaters with 700 seats at Ward Parkway Center in
Kansas City; he went on to lead AMC Entertainment to become the third-largest
movie theater company in the nation.

 1964 Ghirardelli Square opened in San Francisco in renovated chocolate factory
buildings from 1893, one of the first urban specialty malls. The Fulton Street
downtown pedestrian mall opened Sept. 1 in Fresno, California, "a pedestrian oasis
with its fountains, cascades, pools, brooks and excellent sculptures was admired by
architects around the world." (UNHCR)
 1967 South Coast Plaza opened in Orange County's South Coast area, grew to175
shops with 6 department stores and 2,000,000 sq ft after expansion in the 70s
including theme restaurants such as the 20th Century Limited Dining Car
Restaurant and Station Saloon.
 1968 Montgomery Mall opened as the first regional shopping center in the
Washington DC area, followed by Tysons Center in 1969, Landover Mall in 1972
that was reborn in late 70s as "the first successful black shopping mall in suburbia"
(Kowinski p.160). Other DC malls included Springfield Mall, Lake Forest Mall in
Gaithersburg, Fair Oaks Mall in Fairfax, and White Flint in 1977 in North Bethesda
MD.
 1969 For the city's 200th anniversary, the San Diego City Council approved an
urban renewal study with a downtown shopping center that became Horton Plaza,
designed by Jerde Architects in 1975 and built by Ernest Hahn, opening in 1985,
with a United Artists seven-screen movie theater.
 1970 John Portman in Atlanta designed and built the Hyatt Regency, one of the
first urban "megastructures" with large open interior lobby and shopping complex.
 1972 After 20 years of steadily expanding construction, the United States had a
total of 13,174 shopping centers.
 1973 The Hahn Co. built the Parkway Plaza shopping center in El Cajon that
included a three-screen United Artists theater (closed in 1989).
 1974 Westminster Mall opened south of Los Angeles, the last regional mall built
with a huge central court.

 1975 Fox Hills Mall opened in Los Angeles, the first 3-level mall in California.
Westwood Mall opened near Houston.
 1977 Roy Ramond founded Victoria's Secret lingerie store in San Francisco, and
after being sold in 1982 to The Limited Corporation, expanded rapidly into
shopping centers, with 1000 stores by 2005.
 1989 The Cinemapolis on La Palma Avenue in Anaheim Hills was the first 10-
screen multiplex theater in northern Orange County; over the next decade, the
addition of 500 screens would make Orange County one of the top 10 markets in
the country with the most movie theaters per capita.
 1990 The decade of the 1980s saw the construction of more than 16,000 shopping
centers. A Gallup poll showed Americans averaged four trips to a regional or
neighborhood mall per month.
 1992 Sara Donovan, founder of WalkSport America, began promoting "mall

walking," later wrote book "Mall Walking Madness" in 2002.
 1995 The first megaplex theater (defined as 14 screens or more) opened in May in
Dallas with a 24-screen AMC palace; in November, Edwards opened a 21-screen
megaplex at Irvine Spectrum Center, at a cost of $27-million for 158,000 square
feet with 6,400 seats and a 3D IMAX.
 2000 Factory outlet centers became one of the fastest-growing segments of the
shopping center industry in the 1990s. Anderson-Little in 1936 began the first
factory outlet store for its men's clothing overstock; Vanity Fair was the first multi-
tenant outlet center opened 1974 in Reading PA; in 1979, Belz Enterprises opened
the first enclosed factory outlet mall in Lakeland, TN, near Memphis; in 1985,
Herbert S. Miller of Western Development (became Mills Corp.) opened Potomac
Mills in Woodbridge, VA, the first of many "Mills" projects combining features of
the shopping center with the bargain outlet store, such as Sawgrass Mills with
2,000,000 sq. ft. in Sunrise, Florida. By 1987 there were 108 factory outlet malls,
by 1999 there were 278 outlet centers.

 2006 Otay Ranch Town Center will open in October on 85 acres off Olympic
Parkway in the boomtown of Chula Vista. As a "lifestyle mall," it will combine
some aspects of a regional mall with an old-fashioned town square. In its first
phase, it will have 80 specialty stores, mostly upscale; possibly a Nordstrom
department store; and several restaurants, including P.F. Chang's China Bistro and
The Cheesecake Factory.

Arcade:
A type of enclosed urban shopping center popular in the 19th century, typically with
an arched glass roof and two rows of shops either side of a pedestrian passageway,
which often connected two parallel streets.
Community center:
A shopping center of 100,000 to 350,000 square feet GLA, typically anchored by a
one or two discount department, drug, or home improvement stores; they are
commonly open, one-story, with stores arranged in a single strip, L or U shape.
Convenience center:
An open shopping center with fewer than half-a-dozen with stores offering day-to-day
necessities, such as a min-mart, dry cleaners, wine and bear etc.
Enclosed mall:
Shopping center entirely inside a roofed structure, so that entrance to the mall is
controlled by a limited number of entrances and most stores are accessible only via
interior corridors.
Entertainment complex:
A shopping center that features theaters, restaurants, amusements and related retail
stores.
Fashion mall:
A shopping center featuring stores that offer stylish clothing, posh merchandise, and
quality consumer goods.
Festival (or themed) marketplace:

Urban entertainment and shopping center, usually with restaurants and entertainments,
associated with a place of historic or cultural interest, such as Baltimore's Inner Harbor
and Boston’s Faneuil Hall.
Galleria:
A glass-roofed mall or mall courtyard, derived from the European glass-vaulted
Victorian-era shopping arcades, especially the design of the Galleria Victoria Emanuel
II (built 1867) in Milan, Italy.
Grey fields:
A dying shopping center, specifically (according to Price-Waterhouse-Coopers) a
center in which annual sales is less than $150 per square foot of retail space.
Lifestyle center:
Typically, an open-air shopping center or mall whose array of retail outlets (such as
women's fashion stores, jewelers, leather goods, and restaurants) are designed to
appeal to upscale consumers; lifestyle centers usually include attractive landscaping,
fountains, outdoor seating, and other features that encourage browsing.
Mall:
Any large shopping center (usually enclosed) with adjacent parking and out buildings.
Mixed-use center:
Any integrated complex that may contain offices, restaurants, theaters, a hotel and
other services, in addition to retail stores.
Neighborhood center:

Typically, an open-air shopping center of 30,000 to 150,000 square feet GLA with 3 to
15 stores, anchored by a supermarket.
Open-air:
A shopping center in which stores are directly accessable to the public; exterior
walkways may be covered, but the stores are not enclosed under a single roof.
Outlet (or off-price) mall:

A shopping center with national brand-name retailers, factory outlets, or close-out
outlets selling discounted merchandise.
Power mall: A shopping center containing several category-killer stores.
Regional center:
A shopping center with 400,000 to 800,000 square feet GLA, often an enclosed mall,
with 40 to 100 stores anchored by one or more department stores.
Shopping center:
A planned group of connected retail stores, usually with an attached parking area,
specially developed on a parcel of private property and managed by a single
organization.
Strip:
A small open-air neighborhood shopping center, typically smaller than 10,000 square
feet GLA, with at least three stores, arranged in a connected row facing a parking area.
Super-regional center:

The largest classification of shopping center; it is usually an enclosed mall larger than
800,000 square feet GLA with more than 100 stores, including several department
stores.
Urban mall:
Shopping center located within a city, the largest of which may be on several levels
with adjacent multi-level parking.
Value-oriented mall:
A large shopping center characterized by low-end, discount, and outlet stores.
Village center:
An open-air shopping center having several wings and often a central plaza.
Double dumbbell shape:

A cross-shaped shopping center with anchor stores at the end of each cross.
Draw tenant:
A store that attracts a large number of potential customers to a shopping center.
Factory outlet:
A retail store that sells merchandise direct from the manufacturer, usually at reduced.
L-shaped:

A shopping center with two linear strips of stores connected at right angles, forming
the letter L; anchors are typically located on the two ends or at the apex, with parking
inside the apex; L-shaped is a common design for community-sized centers.
Off-price center:
A retail store that sells brand-name clothing or other goods (often with labels
removed) at reduced prices.
T-shaped:
A shopping center comprising two linear arrays of stores forming the shape of the
letter T, with anchor stores at each of the three ends and parking on all sides.

Anchor stores:

The largest retail outlets, usually located at the ends or corners of shopping centers,
and chosen in part for their potential to attract customers to the shopping center
generally; department stores usually anchor regional and super-regional malls and
supermarkets are typical anchors in community centers.
Back of the house:

The office, stock room, and other non-retail areas of a store.
Big box:
A large stand-alone store that specializes in a single line of products, such as home
improvements, toys, or office supplies.
Brownfield:
A potential shopping center site contaminated by chemicals, such as a former
industrial location.
Cart:
A wheeled display from which merchandise is sold in pedestrian areas of a mall.
Cash wrap:
The front counter with the cash register and often a wrapping or packing area.
Category killer:
A large national chain store specializing in one line of products, such as home
improvements, office supplies, or toys, that can overwhelm both smaller and more
diverse competitors because of its size, variety of merchandise, and prices.
Community room:

An area available for public use, ranging from a bare meeting room that can
accommodate folding chairs and tables to a more elaborate hall with stage, adjacent
kitchen, and other services.
Food court:
A separate area of a shopping center containing fast-food outlets and a common
seating area.
Free-standing store:
A retail outlet not associated with a shopping center, especially those at a distance
from congested shopping areas and downtowns.
Greenfield:
Undeveloped land, particularly a site suitable for a shopping center.
Gross Leasable area (GLA):

The total area of floor space (usually cited in square feet) leased for retail shops,
consumer services, and entertainment, including restaurants. The total floor area of
any shopping center or mall is inevitably larger than the gross Leasable area; the
difference can be accounted by mall offices, utility areas, storage, rest rooms, interior
plazas, and other non-revenue producing spaces. Areas that are not let on long-term
leases, such as assembly halls, exhibition space, public meeting rooms, and the like are
usually not included in GLA figures, though they may produce some rental revenue.
Junior department store:

A small department store offering a limited selection of goods; a scaled-down version
of a full-sized department store.
Kiosk:

A semi-permanent booth placed in pedestrian areas of a shopping center and used to
sell small items or to offer specific services, such as jewelry repair.
Mall rat:
Young person who frequents a shopping center primarily for socializing and
entertainment, rather than for shopping.
Mall manager:
The person employed by the owner or a management company to supervise daily
operations of a shopping center.
Mall mayor:
The retailer who acts as the informal spokesperson for the tenants of a shopping
center.
Mall walker:
Person who walks in a shopping center for exercise, especially during a period set
aside for this purpose before stores have opened in the mornings.
Market area:
The geographical area from which a shopping center draws its customers.
Outlet tenant:
A free-standing retailer or service located on a separate parcel in front of a shopping
center; also called a pad tenant.
Outparcel:

A physically separate store or service, such as a restaurant, bank, office, or motel,
included in a shopping center’s property; (unoccupied land on a shopping center's
property).
Shrinkage:
Difference between value of inventoried merchandise and merchandise book value,
attributable to waste, shop wear, carelessness, fraud, theft, and so on; more
specifically, loss of merchandise due to shoplifting, usually reported as a percentage of
sales.
Tall-wall stall:
A temporary retailing display and counter built against an empty wall.
Temporary tenant:
Typically, a retailer that rents space in a common area for a cart, kiosk, or tall-wall
stall for less than a year.
U-shaped:
A linear array of stores forming the shape of the letter U, with anchors placed in the
center or on the two ends and parking inside the U.

Approvals required for Construction

Any business house who wants start mall in the territory of Ahmedabad has to
take following approvals from the related authorities.
 Statutory Approval of architectural building plans from AUDA.

 Approval regarding height of Building.
 NOC from Airport authority.
 NOC from AMC fire department.
 NOC (environment clearance) from MOEF.
Pcc and Foundation work
Excavation work

Product

In 7 p’s of marketing product is one of the important P and all other Ps are more or
less connected to it.
First, The meaning of the product: A product is anything which can be offered in
market to satisfy a want or need. Product includes generally physical goods.
In connection to product, there are different kinds of products available in the
shopping malls at different rate & in various quantity & quality. We can get product of
all the brands from one particular shopping room, which generally we don’t get from
one particular showroom.
All the types of products like garments, kids wear; Jewellery, accessories, vegetable,
sports items, shoes etc. are available in the one mall which is generally not possible in
ease of one particular shop or showroom.
e.g.
HOME FURNISHING
Drawing Room
Door Mat
Carpet
Curtains
Kitchen
Apron
Kitchen Napkin
Bedroom
Bed Sheet
Pillows
Pillow Cover
Pricing:

Price is one of the most important element of marketing mix that generates
revenue. The pricing determined on the basis of the kind of brand product they use,
their reputation, professional staff, degree of competition etc.
The mall has to consider many factors in setting it’s pricing policy we can
conclude it in 6 steps procedure:
Selecting the pricing objectives
Determining demand
Estimating Cost.
Analyzing competitors Cost, Price and Offers.
Selecting a pricing method.
Selecting the final price.
1. Selecting the pricing objectives:

The more clearly the malls objective, the easier it is to set price. A mall can pursue
any of the 5 major objectives through pricing
• Survival.
• Maximum current profit.
• Maximum market share.
• Maximum market skimming.
• Product or quality leadership.
2. Determining demand:
Each price will lead to a different level of demand and therefore have a different
impact on malls objectives. In normal case demand and price are inversely related.
3. Estimating Cost:
If the mall want to change a price that covers it’s cost of purchasing products,
paying remuneration to the staff, buying machines & other equipments and training
program for the staff.
4. Competitors pricing policy:
The malls must take the competitors cost, price and possible price reaction into
account. Here by this we mean that the mall must take into consideration the change of
other competing mall for the service.
5. Selecting the pricing method:

There are 5 different pricing methods which are as follow.
• Mark Up Pricing
• Tangent Return Pricing.
• Perceived Value Pricing.
• Value Pricing.
• Going Rate Pricing.
Thus, different malls follow different pricing policies. The pricing is based on
different cities. The malls decide the prices for their services according to different
groups allocated to cities. All the chains of malls follow the same pricing policy.
Place
If we relate the place with shopping malls, generally we find that shopping malls
are generally located in big cities, before most of the people are shifting from rural
areas to urban areas.
Generally malls are located in the famous areas of city. For example If we take an
example of Ahmedabad, we find that most of the malls in Ahmedabad are located on
S.G highway.
e.g.
Big Bazaar: Iskcon, Ahmedabad

Address: Rudra Point, Near Iskcon Temple, Gandhi Nagar-Sarkhej Highway,
Ahmedabad
Promotion

• Meaning:
PROMOTION can be defined as “Activities that communicate the product or

service and its merits to target customers and persuade them to buy.
• Objectives: To develop personal relation with customer.
There are various promotion tools & each promotion tools has unique
characteristic & cost. The different promotion tools are as follow:
• ADVERTISERMENT.
There are two types of advertisements.
• Information advertisement from which the customers gets aware of the service
provided by the malls.
• Influencing advertisements which influence the customers to buy the service or
product.
• Source of Advertisement:
• Newspapers.
• Magazines.
• Radio.
• Holdings.
• TV etc
People

Each mall wants to differentiate itself from others. Human resource is one of the
most important factors in a mall and each organization tries to differentiate it from
other with the help of this factor. Good looking, smart executives and salesman can
change the mind set of the consumers to increase the sales.
The behavior of customers also matter a lot as they should get all the items or
products of a particular brand for which they are looking for in their favourite mall.
Physical Evidence
Physical Evidence is one of the Ps in the 7Ps pf the marketing. This P of marketing
has also its importance in the market, First of all physical evidence is a structure or
infrastructure which is an important content for any mall. A mall generally has an area
of 2 to 5 acre and a parking Slot for at least 150 vehicles.
A mall has good variety of interiors and exteriors like furniture, extra ordinary
lighting etc in some malls there are some extra ordinary features like in Himalaya mall
in Ahmedabad has a scary house which entertains & attracts children & even
youngsters.
Process

As we surveyed we found that most of the people when first enters the mall
visits apparel department and then to accessories section. After that if necessary shops
for the FMCG products and at last for any refreshment goes to the food department.
Moreover a person doesn’t plans in advance before visiting a mall. Many times a
window shopping becomes an actual one. So the actual process of shopping malls
can’t be described.

Ten shopping malls rank as the world's largest, based on the amount of "Gross
Leasable Area"--the number of square feet the property has for revenue-generating

activities like retail, dining and amusements. Asia is home to eight of the world's 10
largest malls, six of which were built in the last three years. Rankings are based on
statistics from Eastern Connecticut State University, which compiles data from mall
management companies.
South China Mall

Location: China
Year Opened: 2004
Gross Leasable Area: 6.2 million square feet

Golden Resources Shopping Mall
Location: Beijing, China
Year Opened: 2004
Gross Leasable Area: 6 million square feet
Not sprawling, this is a stacked-up five-story mall. Approximately 1,000 stores, selling
plenty of familiar global brands like Nike and DKNY. A truly ambitious real estate
project, with new apartments and offices, surround the mall. A tough location outside
the heart of the city has resulted in disappointing traffic from foreign tourists.

SM Mall of Asia
Location: Pasay City, Philippines
Year Opened: 2006
Includes the first Olympic-sized swimming pool and first IMAX Theater in the
Philippines. Spread over four buildings, customers can get around on a 20-seat tram.

West Edmonton Mall
Location: Edmonton, Alberta, Canada
Year Opened: 1981
The biggest in North America, the West Edmonton Mall has over 800 stores, along
with attractions like a water park, skating rink, casino and rides.

SM Mega mall
Location: Mandaluyong City, Philippines
Year Opened: 1991
Fun stuff includes bowling, ice skating and a 12-cinema movie theater, along with
traditional mall fare like arcade games. Customers can also get a haircut or see a
doctor at the Manila clinic.

Berjaya Times Square
Location: Kuala Lumpur, Malaysia
Year Opened: 2005
Built with an adjacent hotel and convention center. In addition to over 1,000 retail
shops, the mall includes a 12-story-high roller coaster, plus a pool, skating rink and
"Cosmo's World," a children's theme park.

Beijing Mall
Location: Beijing, China
Year Opened: 2005
The first real suburban mall in China, located about an hour from downtown Beijing,
this center has four levels with parking for 8,000 cars, plus a man-made beach.
Bootlegged DVDs of American movies are a top seller.

Zhengjia Plaza
Location: Guangzhou, China
Year Opened: 2005
Has been known to attract over half a million shoppers on a good day. Another mixed-
use space, the mall has a hotel and office tower in addition to retail stores.

SM City North Edsa
Location: Quezon City, Philippines
Year Opened: 1985
The first major "mega mall" built by SM Prime Holdings, which now claims three of
the largest 10 in the world. It's a five-story complex that boasts over 100 retail outlets
and restaurants, along with 12 cinemas, a bowling alley and skating rink. An IMAX
theater could be added soon.

King of Prussia Mall
Location: Philadelphia, Pennsylvania, USA
Year Opened: 1962
This product of the original U.S. mall building surge in the early 1960s still survives
on the top 10 list, at least until the next big project goes up in Asia. Billing itself as the
"premier shopping destination on the East Coast," this mall takes advantage of its
location right off the Pennsylvania Turnpike to draw shoppers from New York, New
Jersey and Maryland to its 400 stores. Despite a lack of theme parks and other modern
amenities, package deals with Radisson Hotels and cross-marketing with nearby
attractions like the Revolutionary War encampment at Valley Forge draw out-of-state
shoppers looking to get away for a day or two.

Malls in India Vs Malls in China
China and India are leading a revolution in the shopping centre industry in Asia
but investors must have the business acumen, stamina and money to navigate regional
markets.
The growth in the shopping mall industry is too fast to be considered an evolution;
it's too widespread to be considered a mere growth spurt!
Four shopping malls in China are now larger than the Mall of America in
Minnesota, which measures 4.2mn sq ft (378,000 sq m)
By 2010, China is expected to be home to at least seven of the world's 10 biggest

shopping centers. China, India and Japan will focus countries outside of their home
market.
About China- it is not one market. It can be easily multi-country, so every one city
is different. Therefore one needs to adopt a long-term view, one need to have the
scales, stamina and capital to invest in a market like this.
There's a big black hole for a lot of foreign investors. The Indian retail market
must further open up to foreign players. The market is too hot. The values people are
seeing in land are too high,
About India- India is a very good place, incomes are growing but India needs to
allow more retailers to go in. Discussions with several international retailers were held
who were interested in India, But they are all finding it difficult to go into the market.
Malls in Ahmedabad:

Mega Malls
10 Acres - Ahmedabad City Mall
Alpha One - Ahmedabad
Gallops
Himalaya Mall
Iscon Mega Mall
R-Cube
Home Town
Croma (electronic mall)
Hyper Markets/ Super Markets

Big bazaar
Star India bazaar
Vishal mega mart
Pyramid
Tru mart
Subhiksha
More For ‘U’
Reliance Fresh
Leading Retailer’s Profile

RPG Retail
The RPG Group was the first to get into the organized retailing business in India
and expand beyond the south, the only region where organized retail flourished with
retailers like Nilgiri's, Subhiksha, Viveks etc. RPG Retail was also the first to venture
into different formats and categories.
In 1997, a Joint Venture came into existence as RPG Guardian Private Limited to
launch the country's first retail chain 'Health & Glow' in the pharmacy and beauty care
segment.
Pantaloon Retail India Ltd.

India's leading retailer, Pantaloon Retail (India) Limited has presence across
multiple segments including food, fashion and footwear, home solutions and consumer
electronics, books and music, wellness and beauty, general merchandise, telecom and
IT, E-tailing, leisure and entertainment and financial products and services.
It also plans to launch e-zone, a portal for e-retailing in the near future as another
delivery format. Headquartered in Mumbai, PRIL employs over 12,000 people and has
a customer base of over 120 million Indians.
Pantaloon Retail (India) Limited is part of Future Group, a diversified

conglomerate with presence in multiple consumer-centric businesses.
Capital Land and Pantaloon, through a 50:50 Joint Venture, will set up India's
first professional mall-management company, with over 30 million sq.ft of malls under
Capital Land management.
The TATA Group

Trent Ltd's - STAR INDIA BAZAAR
Established in 1998 Trent Ltd. is part of the TATA Group India’s premier
business house. Trent Ltd. operates the newly launched hypermarket, Star India
Bazaar providing a large assortment of high quality products made available at the
lowest prices coupled with a unique shopping experience. Star India Bazaar, currently
has one store in Ahmedabad.
The new store offers customers a wide choice of products that include staple
foods, beverages, health and beauty products, vegetables, fruits, dairy products,
consumer electronics and household items at the most affordable prices. Star India
Bazaar also includes a large range of fashionable in-house garments for men, women
and children, exclusively available at the store.
The food products comprises of staple foods, fresh foods like fruits and
vegetables, dairy products, mithai and farsan. There are also special counters and
locations for fresh foods. The food section includes oils, ghee, snacks, pickles, noodles
pasta, papads, biscuits, chocolates, candies, drinks, jams, jellies, staples and cereals.
Interestingly the store also offers an atta chakki for grinding of grains.
The FMCG range comprises of toiletries, personal care and hygiene products.
This range also includes soaps, shampoos, toothpaste, toothbrushes, cleaners for floor
and much more. The durables and Personal
products includes garments for men, women and children, ethnic wear for women,
lingerie, nightwear, casual wear and ready to stitch merchandise. Footwear for men,
women and children is also available.
The store has an entire section devoted to kitchen and home ware such as
steel utensils, plastics, and other kitchen appliances like mixers, microwaves, TV,
fridges and much more.
Pyramid Retail Ltd.
In September 1999, Primal Enterprises made its foray into retail with the
launch of three retail concepts: India's first true shopping mall of international
standards, called Crossroads (recently sold to Pantaloon); a lifestyle department store
called Pyramid Mega store; and a family entertainment centre known as Jammin.
Pyramid Retail is looking at new formats in retailing especially in the area of

services. Having forged an alliance with L'Oreal for salons, it is now scouting for a
partner in the area of travel services.
Going a step further from its competitors, Pyramid Retail Ltd. will be launching
in-house brands for grocery items at its supermarket chain TruMart. The groceries
items will be launched under the brand name TruMart Uttam. Pyramid Retail Ltd., a
part of the diversified Ashok Primal Group, operates two formats under the brand
name of Pyramid Mega store and TruMart. Pyramid Lifestyle is a departmental
store where as TruMart is a supermarket retail chain with a predominant presence in
Western India.
Vishal Retail Group
Vishal Mega Mart, a Delhi-based retailer started with selling primarily clothing
and accessories. Moving away from franchising Vishal now wants to operate only
through company-owned outlets.
The group recently launched its first hypermarket in Udaipur. Spread over 25,000 sq
ft, the store offers apparel, fashion accessories including perfumes, electrical gadgets
and a separate section for grocery products.
Reliance Retail
. The Reliance group's revenue is estimated to be the equivalent of 3.5 per cent of
India's GDP and it is believed to be contributing as much as 17 per cent of the total
profits of the private sector in India.

Reliance Industries Ltd (RIL) has set a revenue target of $20 billion from its retail
venture by 2010 – almost thrice the size of the current organized retail business in the
country.
Iscon Group THE GROUP
Though the ISCON Group has less than 20 years of history behind it, it is already
viewed by the real estate industry as a retail innovator; a pioneering force that is
today's most compelling and consistently forward - looking self - managed real estate
company. It pioneered the concept of centrally a/c malls in Ahmedabad, Surat and
Rajkot. The group is now venturing into developing malls, multiplexes and residential
properties across India. With the country moving towards organized retail, group has
acquired properties at prime locations around the country and strives to provide value
to their customers and investors.
With leading national & international brands enables planned zones and exemplary
tenant mix. Monthly events like fashion shows, star nights, concerts and festival
celebrations are prominent features in all malls. This not only promotes the malls as a
sizzling shopping & premier leisure destination but also positions it as a cultural
hotspot for the region's youth.
ISCON has been honored by the esteemed TATA Group for timely execution of
projects.
Growth of malls in India:

The Indian Government is taking major initiatives to aid growth in the retail sector.
• Mall growth is being seen as a clear indicator of the economic prosperity in

India. Significantly, the number of malls in the country has increased at a fast

pace. And they are doing brisk business. A trip to the local mall (there will be
one in every locality soon!) will bear this out.
• There’s more good news. This phenomenon is not restricted to major cities of
the country alone. It has percolated to the “Tier II” and “Tier III’ cities as well.
The contribution of Tier II cities in organized retail sales is expected to be about
20 – 25%.
The benefits of shopping mall...
 High quality products available at the lowest prices in the city.

 Well laid out store – items categorized into departments.
 Walkway escalator to reach the first floor and also to come down to the
ground floor.
 Cash & Credit billing at all the ground floors.
 Gondolas well placed and spaced out with easy to reach product
displays.
 Clear signage's to guide to the right departments.
 Bar coded items which disallow any misconduct on both side.
 State of the art scanners and systems for ease in billing.
 Variety of products available under one roof which gives an opportunity
of selection to the buyer.
Barriers in Growth Of Malls In India

UNCERTAIN PICTURE: A view of a mall
According to industry experts, only 10-12 per cent of about 120 operational malls
in India have been successful. These are numbers available with various retail and real
estate analysts.
Industry experts have attributed issues such as inadequate planning, improper

zoning, poor tenant mix and accessibility as major reasons behind the poor
performance.
A successful mall is where everyone (developers and retailers) is making money.

Unfortunately in India, malls are seen as real estate ventures and people do not
appreciate the service part involved in it.
Comparison

- Vs
It is not a one-day match; it is going to be a long and hard fought Test match.
The match that Indian consumers are going to watch, closely with excitement.
The Indian retail sector is on the verge of a change, a very big change. This
change is going to affect thousands of Kirana storeowners, small and big
traders and Indian consumers alike.
Wal-Mart has made a back door entry into India, after trying to enter India on
their own. The Indian government’s policies have ensured that they needed a tie-up
Indian partner - Bharti Enterprises - to take on World’s second largest consumer
market that is growing at breakneck speed.
Bharti Wal-Mart has announced recently their wholesale cash-and-carry and back-
end supply chain management operations in India. Through the new venture, the
company would serve neighborhood Kirana stores, fruit and vegetable resellers,
restaurants and caterers and other business owners, besides catering to the needs of
other retailers including Bharti Retail, which would soon be opening its stores in India.
Close to their heels, Reliance Retail has announced their plan of entering the same
business segment with plans of supplying to Kirana stores and institutional buyers.
The business-to-business initiative from Reliance Retail will see it supplying to other
retailers and even small neighborhoods stores.
Both these enterprises know the importance of gaining the foothold into huge
Indian Market. They will do anything; use any tactics to ensure the bigger market
share.
The biggest strength of Reliance is its understanding of Indian people and the
name itself. On the other hand, Bharti Wal-Mart has huge experience (due to Wal-

Mart) in retail business worldwide, may be more than double the closest second player
globally.
Whatever said and done, it is going to be a big boon for Indian consumers. The
retail sector is getting more organized with such big names getting into picture. This
will surely have positive affect on prices FMCG and other goods.
All are following this test match to see who wins the trophy. Winning the high
stakes trophy means getting a foothold in the $300 billion Indian market that is
dominated by an estimated 12 million mom-and-pop shops, roadside vendors, and
outdoor markets. And would create a great set back to all these small vendors.
Future Plans
Pyramid Retail
Pyramid Retail, a venture of the Rs 3000 crore (Rs 30 billion) Primal Group, plans
to launch 117 TruMart stores in Mumbai and Pune by the end of financial year 2010.
It is also eyeing a turnover of Rs 2000 crore (Rs 20 billion). At present, Pyramid is
eyeing the Maharashtra market to launch independent TruMart outlets, which sell
food, home and personal care products. However, the company would continue to
launch TruMart, coupled with the Pyramid chain of department stores in other parts of
India.
The company has identified 25 clusters where two or three TruMart Dailies with
floor space of 1500 to 2000 sq ft will supplement the flagship store with floor space of
6000 sq ft to 8000 square feet.
Pyramid also plans to launch 15 department stores by the end of the year 2008 and
11 other accumulating 27 stores by the end of year 2010. The company has assigned a
project of survey to A C Neilson for Chandigarh, Lucknow, Vadodara and Surat for
further expansion of its chain.
“To develop network of TruMart outlets we have adopted hub and spokes approach
where flagship outlets will sell the products that families buy for their future
consumption including confectionery products and beverages while smaller outlets
will sell products necessary for day to day consumption such as milk and bread.”
"We have identified about 25 clusters where one flagship TruMart can be
supplemented by two to three TruMart Daily. Of the planned 117 TruMart, about 17
will be launched in Pune and rest in Mumbai in the areas identified the company to
create clusters," said Nandan Primal, director, PRL.
TruMart is positioning as the dependable neighborhood store offering genuine value

and the propositioning of chain is based on helping customers live .Pyramid is
planning to lease places and position the area where there will be favorable deal. He

says,” To meet our goals of expansion we are seriously considering an option of
raising money from the capital market."
Meanwhile, Pyramid is planning to launch private labels in FHPC and lifestyle

segment. The Rs 159 crore (Rs 1.59 billion) Pyramid has been running 7 large
Pyramid lifestyle outlets and 33 small convenience stores called TruMart. Together
they cover a space of about one million square ft. These formats should complement
the discount stores nicely.
It's not hard to see why IBREL is so keen on getting into organized retail. Says
Ikroop Singh, CEO, IWS, "The biggest component of the retail business is good
quality real estate and since we're in the space, we should be able to run a profitable
venture. Earlier we were looking to invest Rs 1,500 crore (Rs 15 billion) on the
discount stores but now with Pyramid in our fold, we should be spending about Rs
2,000 crore (Rs 20 billion) in the next two years and a targeting a coverage of six
million sq ft."
One of the biggest challenges for any retail player today is getting prime real estate
at a reasonable cost, so Indiabulls should have an edge
In a couple of years IBREL hopes to roll out 30 hypermarkets, spread across

100,000-1, 50,000 sq ft and modeled along the lines of the USA's Costco Wholesale
stores. The idea is to induce customers to pick up products in larger quantities by
offering discounts of as much as 15 per cent or more. Land has been acquired for 20 of
these in tier II cities such as Ahmedabad, Jodhpur Kanpur, Patiala and Ludhiana and
customers should be able to walk into the one of these stores early next year. Lower
property prices in tier II cities will keep operating costs in check.
And at this pace, it won't be surprising if retail overtakes real estate very soon.
AlphaOne Mall
AlphaOne Ahmedabad, the city’s largest and most spectacular commercial
development is slated to come up in the heart of Ahmedabad, on the banks of the
Vastrapur Lake. Designed in line with the highly successful global concept of City
Centers, the mega project integrates retailing with entertainment, fine dining and
hospitality services backed by state-of-the-art infrastructure, to create a world-class
retail experience — for customers as well as retailers and marketers.
Broadly, the development will serve as a centrally located dedicated zone for of
one million square feet, making it a development that envisages epic proportions.
AlphaOne has been designed by one of India’s foremost architects ARCOP. The
project’s underlying retail, entertainment and hospitality. This landmark project spans
a total area design philosophy seeks to develop AlphaOne, Ahmedabad as an extension
of the Vastrapur Lake recreational zone. Backed by the support of a professionally
managed, highly experienced real estate company, AlphaOne Ahmedabad is destined
to become a single destination point for the entire city in the years ahead.
Parsvnath Mall, Ahmedabad

Parsvnath Mall cum Hotel, Ahmedabad has been designed with rare distinction.
It takes into account the minutest details of a modern business-n-leisure environment
and makes provision for a seamless functioning of facilities. It’s a distinct array of

architecture design to facilitate a world class family shopping and entertainment
experience and high tech specifications.
Parsvnath Mall cum Hotel, Ahmedabad will have 150 super deluxe rooms and
suites. Tastefully furnished and draped in high tech sophistication, it will present the
corporate visitor as well as tourist a distinct choice of luxurious lifestyle.
Concept: Parsvnath Metro Malls

Shopping is one of the most vivid form of community activity, which dates back to
the ages of caves and stones. By whatever name it has been known, shopping has
always played a pivotal role in changing the face of society, its choices and habits.
Shopping in Delhi dates back to the era of Mughals when the same took place amidst
the hustle and bustle of the narrow streets of Balli Maran and around the glitters of
Chandni Chowk.
After Independence, the growth of Delhi was characterized by Delhi being

recognized as the political hub growth of population and conglomeration of people
from all sectors of India demanded that the Delhi market being categorized into
sectoral modes like Sarojini Nagar, Lajpat Nagar, and Gandhi Nagar Markets etc. With
the government opening up the economy in the early 90s, Indian market got fresh
impetuous. Integration of shopping hubs led to shops being converted into Plazas, and
finally in the fast decade the new shopping extravaganza “The Mall” was unleashed.

Research Plan
Problem statement:

To find out the awareness and interest level of people in the age group of 21 to 50 in
Ahmedabad for visiting and shopping in malls
Research objectives:
1. To find out the no. Of malls in Ahmedabad.
2. To find out various sections available in malls.
3. To find out occupation wise and income wise, preference of people for malls
and their shopping pattern
4. To find out average % of people in this age group have visited malls at least
once.
5. To find out the most popular mall in Ahmedabad in this age group.
6. To find out which is the most visited mall?
7. To find out with whom do they usually visit the mall.
8. To find out whether this age group really get the kind of product and facilities in
the mall or not.
9. To find out the satisfaction level of people in this age group regarding price,
quality, variety, infrastructure, design factor, social factor and promotional
factor.
10.To find out whether this age group prefers shopping in mom and pop stores or
not.
11.To find out whether this age group are willing to pay any entry fee to visit the
malls or not.
12.To find out whether the people of this age group usually shop in the malls or
not.
Sampling plan
Sampling unit – People in the Age Group of 21 to 50 years
Sampling size – 1000 People
Sampling procedure – Simple Random Sampling
Research Approach – Personal Interaction
Research Instrument – Questionnaire

Questionnaire
 We are the students of k.s.school of business management. As a part of
curriculum we are conducting a market research on “Shopping Malls”.

 Please tick box or fill the blanks in case of ‘Yes’ response and leave the
box blank for ‘No’ response.
 The information in the survey will be kept confidential and will be used
for research purpose only.
(1) Name:
(2) Age group:

21-30 31-40 41-50.
(3)Gender
 male 
female
(4)Occupation:
service profession business Govt. job House Wife
(5)Income per month

below 10000 10000-25000 25000 & above
(6) I have visited at least one mall in Ahmedabad.

Yes No
(7) When I think of the malls, the first mall that comes into my mind is,
---------------------------------------------------------------
(8) I have visited the following malls of Ahmedabad.
Big Bazaar Gallops Star India Bazaar Pyramid
Croma Vishal mega mart Home town Tru mart
Himalaya mall Reliance mart
(9) -----------------------is my favorite mall in Ahmedabad.

(p.t.o)
(10) I usually go to the malls with my

Friends Family Relatives Alone Acquaintances
(11) I usually visit my favourite mall.

Once in month On special days
On weekends When some schemes are announced.
(12) The department, I like the most in my favourite mall is

Food department Cloths department Stationery department
Electronic department Accessories department.
(13) I usually shop in the mall , items like

Garments Kids wear & items Jewellery
Accessories Vegetables & Gains Sport items Shoes
(14) According to me, the price rates in my favourite mall are

Very low Reasonable High Very high
(15) When there is any special scheme or discounts given in a particular mall, do I
really visit for taking advantage of the same ?
Yes No
(16) I usually go mall for

Window Shopping Actual Shopping Accompanying guests
(17)I prefer shopping in malls than MOMS & POP STORES (Traditional stores)
Yes No
(18) If there is any entry fee, I will still visit the mall.
Yes No
(19) Any suggestion regarding mall or its facilities, rates or any issue related to
Mall
_________________________________________
__________________________________________ Continue……
(20) Please rank the various service parameters of malls based on

Your satisfaction in your favourite mall.
Highly Satisfied Nor satisfied Dissatisfied Highly

Nor
satisfied dissatisfied Dissatisfied
(a)Infrastructure:
- Availability of lights/escalators.
- Basic amenities/washrooms etc.
- Air circulation.
- Lightings.
- Sitting facility.
- Parking facility.
(b)Design factor:
- Ambience.
- Color combination.
- Exterior.
- Accessories placed in mall.
- Layout.
(c)Social factors:
- Behavior of staff.
- Interaction to customers.
- Guidance to customers.
(d)Promotional factors.
- Schemes.
- Discounts.
- Privilege cards.
- Coupons.
(e)Hygiene factors:
-cleanliness
-personal hygiene of staff
-quality of sent
(f) Availability of products:
-variety
-price
-quality
-brand
Analysis

Yes No
Age Occupation Income

25000
21- 41-
Options 30
31-40
50
service profession business govt.job house upto 10000- &
wife 10000 25000 above
yes 25 50 21 18 24 9 13 33 14 22 59
no 0 1 4 1 1 1 2 1 4 1 1
60
50
% 40
of 30
persons 20 yes no
10
0
service
govt.job
profession
21-30
31-40
41-50
house
upto
10000-
25000 &
business
age occupation income

Bases
From the above we can see that there is very less % of people who haven't visited the
mall atleast once. And if we see at the people whose salary is above 25000, 59 % of them
have visited the mall atleast once.
---------------------------------------------------------------
Age
Name of malls 21-30 31-40 41-50
Big Bazaar 43 120 56
Pyramid 19 36 14
Home town 5 56 16
Gallops 17 35 24
Croma 21 17 11
Tru mart 9 29 14
Star India Bazaar 18 27 10
Reliance mart 68 87 29
Vishal mega mart 25 48 26
Himalaya mall 37 40 18
120
100
no. 80
Of 60
persons 40
20
0
21-30 31-40 41-50
Age (in years)
Big Bazaar Pyramid Home town Gallops

Croma Tru mart Star India Bazaar Reliance mart
Vishal mega mart Himalaya mall
If we see the above chart, we can say that in case of 21 to 30 most no. of people{68},
when they think of malls the first mall comes in to their mind is reliance mart, in
case of 31 to 40, 120 people think about big bazaar. First even in case of 41 to 50 high
no of people think about the big bazaar. There are very less persons in every group
who think first for tru mart when they think of malls.
Occupations
Name of malls Service Profession Business Govt. House
Job wife
Big Bazaar 32 42 8 25 96
Pyramid 12 26 8 5 25
Home town 18 34 11 9 23
Gallops 9 28 10 7 18
Croma 7 32 9 13 11

Tru mart 5 5 0 8 9
Star India Bazaar 21 18 11 23 20
Reliance mart 35 26 16 21 66
Vishal mega mart 21 21 9 11 38
Himalaya mall 17 17 6 9 24
100
80
no. 60
Of
persons 40
20
0
Service Profession Business Govt . Job House wife
Bases

From the above chart we can see that 96 house wife , when they think of malls
the first mall comes. In their mind is big bazaar which is very high in every
group. In case of profession only 9 people think about tru mart first and there is
average no of people who think first for reliance mart when think of malls.
Income
upto 10000- 25000
Name of malls 1000 25000 & above
0
Pyramid 12 18 78
Home town 5 19 76

Gallops 2 21 58
Croma 3 12 46
Tru mart 8 13 22
120
100
no. 80
of 60
persons 40
20
0
upto 10000 10000-25000 25000 & above
Bases

From the above chart we can see that in case of above 25000, when they think
of malls, the first Mall come in their mind is big bazaar then 78 people think for
pyramid first, 76 for home town.


Age
Name of malls 21-30 31-40 41-50
Pyramid 130 110 100
Home town 27 22 24
Gallops 246 130 122
Croma 89 69 45
Tru mart 30 33 29
300
250
no. 200
Of 150
persons
100
50
0
21-30 31-40 41-50
Age (in years)
Big Bazaar Pyramid Home town Gallops Croma

Tru mart Star India Bazaar Reliance mart Vishal mega mart Himalaya mall
From the above chart we can see that most no. of people of all the age group
have visited the big bazzar.in case of 21-30 around 250 people have visited
gallops, big bazaar, reliance mart and Himalaya mall. In case of 41-50, there are
average 120 people who have visited all the malls except croma, home town and
tru mart.
Occupations
Name of malls Service Profession Business Govt.
Job House wife
Big Bazaar 144 174 144 189 220
Pyramid 66 96 74 82 56
Home town 15 31 37 27 34
Gallops 51 56 45 22 47

Croma 23 80 71 41 23
Tru mart 18 26 25 24 77
Reliance mart 110 150 149 135 123
250
200
no. 150
of
persons 100
50
0
Bases

From the above chart we can see that there is similarity between big bazaar
and reliance mart.220 housewives have visited the big bazaar. In case of govt. job
120 people have visited star bazaar.
Income
upto 10000- 25000
Pyramid 64 89 133
Home town 34 78 87
Gallops 98 133 186
Croma 45 97 111
Tru mart 19 15 21

300
250
no. 200
Of 150
persons 100
50
0
upto 10000 10000-25000 25000 & above
income per month(rs)

As shown in the bar graph if we see first the chart for above 25000 then there is
high no. of people who have visited big bazaar, reliance mart, gallops and
Himalaya mall.
Age
Name of malls 21-30 31-40 41-50
Pyramid 7 34 11
Home town 2 9 2
Gallops 33 49 27
Croma 17 38 14
Tru mart 1 8 1
K. S.Reliance
Schoolmartof Business67Management
99 46
- 86-
140
120
100
no.
80
Of
60
persons
40
20
0
21-30 31-40 41-50
Bases

If we see the above chart the group of 31-40 there are 123 people whose
favourite mall is big bazaar and 99 people whose favourite mall is reliance mart.
Occupations
Govt. house
Name of malls Service Profession Business
Job wife
Big Bazaar 35 45 24 30 89
Pyramid 12 19 4 3 26
Home town 7 11 1 3 23
Gallops 21 25 6 10 21
Croma 8 23 7 7 19
Tru mart 2 1 0 2 11

90
80
70
no. 60
50
Of
40
persons
30
20
10
0
Service Profession Business Govt . Job house wife
Bases

From the above chart we can see that 89 house wives like big bazaar. 53
consider reliance mart. And professionals consider pyramid as their favourite.
Income
upto 10000- 25000
0
Pyramid 7 13 47
Home town 3 2 23
Gallops 4 15 43
Croma 2 9 33

Tru mart 1 1 2
200
150
no.
of 100
persons
50
0
upto 10000 10000-25000 25000 & above
Bases

We can see from the bar graph that there is not much difference in the choice
of people whose salary is below 10000. in case of above 25000 vishal mega mart is
considered as their favourite.

Friends Family Relatives Alone Acquaintances
Age Occupations Income

21- 31- 41- house upto 10000- 25000&
Visit mall service profession business govt.job
30 41 50 wife 10000 25000 above
friends 11 8 5 3 6 3 1 5 1 4 19
family 2 16 7 7 9 2 7 13 7 7 14
relatives 5 9 4 1 3 1 2 6 2 5 7
alone 4 8 4 2 4 1 0 5 1 4 8

acquaintances 5 10 2 5 3 2 2 6 3 3 13
20
18
16
14
% 12
of 108
persons6
4
2
0
21-30 41-50 profession govt.job upto 25000 &
10000 above
friends family relatives alone Acquaintances
From the above chart we can see that 11% people whose age is between 21-30
usually visit the malls with their friends. In case of 31-40 16% of people go with
their family, in case of occupation 13% of housewives go with their family in the
malls. While in case of salary 33% go in the malls with their friends.


21- 31- 41- house upto 10000- 25000
Frequency 30 40 50
service profession business govt.job
wife 10000 25000 & above
once in month 3 22 9 2 2 4 2 6 3 3 3
K. S. 6School
on specialdays 13 of Business
4 4 Management
4 2 5 2 5- 90- 7 5
on weekends 8 10 5 5 6 7 9 4 15 15 16
when schemes
are there 9 7 3 8 7 6 8 8 9 9 12
25
20
% 15
of
persons 10
0
21-30 service govt.job 10000-
25000
bases
once in month on special days on weekends when schemes are there
From the above chart we can see that in case of people between 21-30yrs. Visit
the malls when some schemes are announced. In case of people whose salary is
above 25000 16% people go on weekends.


upto 10000 25000
Department 21- 31- 41- service profession business govt.job house 1000 - &above
30 40 50 wife 0 25000
food 22 231 87 56 43 14 34 167 78 89 196
Cloth 123 123 41 30 37 20 29 96 19 76 86
stationary 23 67 29 69 66 34 20 13 13 24 48
electronic 77 45 20 10 78 45 19 32 10 34 178
accessories 63 29 28 15 21 15 23 22 22 12 123

250
200
no. 150
of
persons 100
50
0
21-30 service govt.job 10000-
25000
Bases
food dept cloth dept stationary dept electronic dept accessories dept
From the above chart we can see that all the people except professionals like
food dept. in case of people earning above 25000 like all the dept.
(13) I usually shop in the mall , items like

Garments Kids wear & items Jewellery
Accessories Vegetables & Gains Sport items Shoes

upto 10000 25000
Products 21- 31- 41- service profession business govt.job house 1000 - &above
30 40 50 wife 0 25000
garments 85 122 60 30 43 15 30 67 25 32 121
kids wear & item 12 143 45 44 29 12 40 98 55 57 157
Jewellery 32 87 34 15 14 8 5 56 2 12 56
accessories 25 18 5 21 21 5 5 12 15 21 67

vegetables &
grains 27 96 37 26 56 21 28 87 47 67 98
sports item 30 34 10 34 33 15 20 9 8 18 78
shoes 45 45 21 23 45 30 5 11 5 23 49
160
140
120
no. 100
Of 80
persons 60
40
20
0
21-30 41-50 profession govt.job upto 25000
10000 &above
Bases
garments kids wear & item jwellary accessories vegetables & grains sports item shoes
From the above chart we can see that high no. of people in the age group of 21-
30 buy garments the most, in case of 31-40 most people buy kids wear and
vegetables. People earning above 25000 buy all the items from the mall.


25000
Criteria 21- 31- 41- service profession business govt.job House Upto 10000-
30 40 50 wife 10000 25000 & above
very low 4 7 3 3 2 2 1 6 0 4 6
reasonable 9 27 9 10 11 5 3 14 5 9 39
high 7 10 6 2 7 1 5 6 4 7 9
very high 6 8 3 2 5 1 4 9 5 2 8

40
35
30
% 25
of 20
persons 15
10
5
0
10000 above
bases
very low reasonable high very high
As shown in the above chart people in the age group of 31-40 27% think that
the prices are reasonable but 10 to 13% people of govt. job think that prices are
high. People whose salary is above 25000 think that prices are reasonable.
Yes No

21- 31- 41- house upto 10000- 25000
Option 30 40 50 service profession business govt.job wife 10000 25000 & above
yes 40 18 27 17 14 12 16 16 20 36 18
no 5 3 7 5 1 13 1 4 4 4 18

45
40
35
30
%
25
of
20
persons
15
10
5
0
10000 above
bases
yes no
As we can see from the above chart that all the people visit malls to take the
advantage of schemes and discounts. In case of people whose salary is above
25000 generally don’t go to take the advantage of schemes and discount.
(16) I usually go mall for

Window Shopping Actual Shopping Accompanying guests

21- 31- 41- house upto 10000- 25000 &
Options 30 40 50
window
shopping 30 10 20 12 10 10 10 10 10 20 20
actual
shopping 10 5 7 10 1 7 1 4 4 4 8
accompanying
guests 5 6 7 5 4 4 6 6 10 17 7

30
25
% 20
of 15
persons 10
5
0
govt.job
service
profession
31-40
10000-
21-30
41-50
25000 &
business
upto
house
Age Occupations income
bases
window shopping actual shopping accompanying guests
As shown from the above chart that people of age group 21-30, 35% go in the
mall just for window shopping.1 to 4% belonging to govt. job go for actual
shopping. People earning above 10000 go for actual shopping or accompanying
guest.
(17)I prefer shopping in malls than MOMS & POP STORES (Traditional stores)
Yes No

21- 31- 41- house upto 10000- 25000
Options 30 40 50
wife 10000 25000 & above
yes 40 18 27 22 14 20 16 16 20 37 27
no 5 3 7 5 1 1 1 4 4 4 8

45
40
35
% 30
of 25
20
persons 15
10 yes
5
0
no
govt.job
service
profession
10000-
31-40
41-50
house
21-30
business
upto
25000 &
Age Occupations income
bases
As shown in the above bar graph we can see that 40% of people between 21 to
30 prefer shopping in malls 37 % of people earning between 10000 to 25000
prefer shopping malls.
Yes No

upto 10000 25000
Options 21- 31- 41- service profession business govt.job house 1000 - &above
30 40 50 wife 0 25000
yes 23 23 12 22 14 20 9 11 4 22 27
no 3 29 10 3 1 1 11 8 20 19 8
30
25
20
%
of 15
persons yes
10
no
5
0
10000 above
bases
From the above chart we can see that people of 21 to 30yrs are ready to pay
entry fees. In case of occupation housewives are not ready to pay any entry fees.

Research plan

Problem statement
To find out the awareness and interest level of people in the age group of 50 and
above in Ahmedabad for visiting and shopping in malls.
Research objectives:
1. To find out the no. Of malls in Ahmedabad.

2. To find out various sections available in malls.
3. To find out occupation wise and income wise preference of people for malls and
their shopping pattern.
4. To find average % of people in this age group(50 and above)have visited malls
at least once.
5. To find out the most popular mall in Ahmedabad in this age group.
6. To find out which is the most visited mall.
7. To find out with whom do they usually visit the mall.
8. Usually people in this age group require special kind of product and facilities in
the mall. Thus one of the research is that do they really get the same in the mall
or not.
9. To find out the satisfaction level of people in this age group regarding price,
quality, variety, infrastructure, design factor, social factor and promotional
factor.
10.To find out whether this age group prefers shopping in mom and pop stores or
not.
11. To find out whether this age group are willing to pay any entry fee to visit the
malls or not.
Sampling plan
Sampling unit – People in the Age Group of 50 years and Above
Sampling size – 1000 People
Sampling procedure – Simple Random Sampling
Research Approach – Personal Interaction
Research Instrument – Questionnaire
Questionnaire
 We are the students of k.s.school of business management. As a part of
curriculum we are conducting a market research on “Shopping Malls”.
 Please tick box or fill the blanks in case of ‘Yes’ response and leave the
box blank for ‘No’ response.
 The information in the survey will be kept confidential and will be used
for research purpose only.
(1)Name:
(2)Age group:
50-60 years above 60 years.
(3)Gender
 male 
female
(4)Status of occupation:
workings retired

(5)Occupation (if retired than past occupation):

service profession business Govt. job House Wife
(6)Income per month (if retired than pension/other income):

below 10000 10000-25000 25000 & above

Yes No
---------------------------------------------------------------

Friends Family Relatives Alone Grand children.


(14) I find all the items which I intend to buy in my favorite mall.
yes no
If no, which are the items usually I would like to have in malls
(If possible name them)
____________________________________________.
If yes, in _____________________ mall I found my required items.

Yes No
(17) I prefer shopping in malls than MOMS & POP STORES (Traditional stores)
Yes No
Yes No
(19) Any suggestion regarding mall or it’s facilities , rates or any issue related to
Mall,
_____________________________________________________
(20) Please rank the various service parameters of malls based on

Your satisfaction in your favourite mall.

Nor satisfied
Highly Nor Highly
satisfied Satisfied dissatisfied Dissatisfied Dissatisfied
(a)Infrastructure:
- Availability of lights/escalators.
- Basic amenities/washrooms etc.
- Air circulation.
- Lightings.
- Sitting facility.
- Parking facility.
(b)Design factor:
- Ambience.
- Color combination.
- Exterior.
- Accessories placed in mall.
- Layout.
(c)Social factors:
- Behavior of staff.
- Interaction to customers.
- Guidance to customers.
(d) Promotional factors.
- Schemes.
- Discounts.
- Privilege cards.
- Coupons.
(e)Hygiene factors:
-cleanliness
-personal hygiene of staff
-quality of sent
(f) Availability of products:
-variety
-price
-quality
-brand
Analysis

Yes No

above house upto 10000- 25000
Options 50-60 60
wife 10000 25000 & above
yes 33 27 10 9 9 13 19 5 30 25
no 23 17 7 8 3 10 12 19 10 11
35
30
25
%
20
of
15
persons
10 yes
5
0 no
above 60
service
govt.job
profession
house
10000-
50-60
25000 &
business
upto

Bases
As shown in the above bar graph we can see that in this age group, 33% of
people from 50-60 have visited atleast 1 mall in Ahmedabad and as per
occupation all most each category of people have visited and 30% of people
belonging to income group25000 and above have visited mall at least once.
---------------------------------------------------------------
Age

Name of malls 50-60 above 60
Big Bazaar 98 86
Pyramid 22 8
Home town 7 9
Gallops 21 12
Croma 8 5
Tru mart 2 1
Star India Bazaar 26 22
Reliance mart 67 69
Vishal mega mart 51 32
Himalaya mall 31 23
100
80
no. 60
of
years 40
20
0
50-60 above 60
Age (in years)

As shown in the above bar graph 98 no. of persons belonging to 50-60 yrs of age
firstly think of big bazaar and 86 belonging to age group 60 and above.
Occupation
Name of malls service profession business govt.job house wife
Big Bazaar 13 18 17 34 61
Pyramid 12 12 12 8 12

Home town 7 4 7 9 3
Gallops 7 9 11 8 12
Croma 9 6 4 5 5
Tru mart 2 2 0 1 1
70
60
50
no.
40
of
30
persons
20
10
0
service profession business govt.job house wife
occupation

As per the above bar graph service people think of reliance mart, profession-big
bazaar, business-reliance and big bazaar go the same and for house wives-big
bazaar.
Income
Name of malls upto 10000 10000-25000 25000 & above
Big Bazaar 17 78 67
Pyramid 2 27 20
Home town 1 4 21
Gallops 1 33 45

Croma 3 21 22
Tru mart 1 4 1
80
70
60
no. 50
Of 40
persons 30
20
10
0
upto 10000 10000-25000 25000 & above

As per the income group 10000-25000 think of big bazaar and reliance mart,
and above 25000 think of reliance mart.


Age
Big Bazaar 270 250
Pyramid 130 110
Home town 27 22
Gallops 246 130
Croma 89 69
Tru mart 30 33
Reliance mart 250 210
Himalaya mall 226 142
300
250
no. 200
Of 150
persons 100
50
0
50-60 above 60
Age (in years)

As per the age group 50-60 people have visited big bazaar, gallops,reliance
mart and above 60 have visited big bazaar and reliance equally.
Occupations
Name of malls Service Profession Business Govt. Job House wife

Big Bazaar 124 134 145 177 120
Pyramid 34 44 74 56 67

Home town 15 31 37 17 14
Gallops 51 56 45 22 47
Croma 23 80 71 41 23
Tru mart 8 6 5 4 7
180
160
140
no. 120
100
of
80
persons
60
40
20
0
Occupations

As per occupation 124 service persons have visited big bazaar,134 that of
profession,88 of business class, star india,78 Govt job people have visited star
india,79 house wives reliance mart.
Income
Pyramid 23 89 133
Home town 4 45 87

Gallops 32 66 186
Croma 21 56 111
Tru mart 9 21 17
300
250
no. 200
Of 150
persons 100
50
0
upto 10000 10000-25000 25000 & above

As per income below 10000, 166 have visited big bazaar,10000-25000, 242 big
bazaar,above 25000, 290 big bazaar and 275 reliance mart.
(10) -----------------------is my favorite mall in

Age
Ahmedabad.
Big Bazaar 110 73
Pyramid 7 12
Home town 2 9
Gallops 23 21
Croma 17 17
K. S. School of Business Management
Tru mart 1 8 - 110-
Reliance mart 95 45
Himalaya mall 35 13
120
100
no. 80
Of 60
persons 40
20
0
50-60 above 60
Age (in years)

As per age 50-60 ,110 people like big bazaar, and above 60, 73 like the big
bazaar.
Occupations
Name of malls Service Profession Business Govt. Job house wife
Big Bazaar 23 17 24 41 66
Pyramid 9 4 4 3 16
Home town 3 3 1 3 3
Gallops 6 8 6 10 11
Croma 8 6 7 7 9
K. S.
Tru School of
mart Business
2 Management
1 0 2 4 - 111-
70
60
50
no.
40
Of
30
persons
20
10
0
Service Profession Business Govt . Job house wife
Occupations

As shown in the bar graph 23 people like big bazaar, in profession 21 like
reliance mart, from business, 24 big bazaar, Govt job 41 like big bazaar,66 house
wives like the same.
Income
Big Bazaar 12 67 45
Pyramid 4 21 23
Home town 1 12 11
Gallops 2 22 33
Croma 1 9 17
K. S.TruSchool
mart of Business Management
1 1 2 - 112-
100
80
no. 60
of
persons 40
20
0
upto 10000 10000-25000 25000 & above

As per the bar graph below 10000 like big bazaar, 67 of 10000-25000 like big
bazaar ,87of 10000-25000 like reliance, above 25000 67 like reliance mart.

Friends Family Relatives Alone Grand children.

25000
Visit mall 50- above service profession business govt.job house upto 10000- &
60 60 wife 10000 25000 above
family 22 11 4 3 2 4 9 3 16 9
friend 5 2 3 4 4 4 6 2 7 10
relative 3 1 2 3 4 6 3 1 4 6
alone 1 2 0 0 1 2 1 1 3 2
grand child 24 30 8 6 5 7 12 3 21 15
30
25
20
%
of 15
persons
10
5
0
50-60 service business house 10000-
wife 25000
Bases
family friend relative alone grand child
As per the bar graph 30% of people of above 60 yrs go to malls with grand
children,12% housewives go alone ,21% of people earning 10000-25000 also go to
malls alone.


25000
Frequency 50- above service profession business govt.job house upto 10000- &
60 60 wife 10000 25000 above
once in a month 24 28 6 8 3 13 16 2 25 14
on weekends 11 6 2 2 3 2 3 1 9 15
on special days 7 5 3 2 4 3 5 2 5 5
when schemes
are announced 13 6 6 4 5 5 8 4 11 7
30
25
20
% 15
of 10
persons 5
0
above 60
profession
govt.job
service
&
business
10000-
house
50-60
upto
25000
Bases
once in a month on weekends on special days when schemes are annouce
As shown in the above bar graph 24% of people of 50-60 yrs like to visit malls
once in a month, 60 and above 28% like to visit once in a month.


50- abov house upto 10000 25000
Departments 60 e 60 service profession business govt.job wife 1000 - & above
0 25000
12 127 37 26 27 56 110 11 110 78
Food 3
10 54 24 17 26 23 49 27 87 55
Cloth 9
Stationary 41 11 7 21 9 10 6 9 28 13
Electronic 33 52 19 23 16 37 21 6 59 51
Accessories 45 23 13 12 11 12 6 5 32 47
140
120
no. 100
80
Of
60
persons 40
20
0
govt.job
above 60
service
profession
house
10000-
50-60
25000 &
business
upto

Bases
food dept cloth dept stationary dept electronic dept accessories dept
As shown in the above bar graph 127 people of 60 yrs and above like food
dept.; 110 housewives like the same; 110 earning 10000-25000 also like the same.
(14) I find all the items which I intend to buy in my favorite mall.
yes no

50- above house upto 10000- 25000 &
Options 60 60
yes 39 21 8 7 9 16 20 2 33 22
no 17 24 9 8 5 7 12 7 17 19
40
35
30
% 25
of 20
persons 15
10 yes
5
0 no
govt.job
above 60
service
profession
50-60
10000-
business
upto
house
25000 &
Bases
As we see in the above bar graph 39% of people find all items in malls,20% of
house wives find all the items, while people earning 10000-25000 also find all
items in their favorite mall.


Options 60 60
very low 4 5 3 3 2 2 2 1 4 11
reasonable 26 27 7 7 9 9 23 2 29 16
high 15 9 3 4 3 7 3 5 15 8
very high 11 5 4 2 2 5 4 1 2 6
30
25
% 20
of 15
persons 10
very low
5 reasonable
0 high
above 60
service
govt.job
profession
10000-
50-60
house
business
upto
25000 &
very high

Bases
As we see in the above bar graph 27% of people of above 60 yrs have a
perception that price in malls are reasonable,23% of housewives have similar
perception, people earning 10000-25000 have similar perception.
Yes No

Options 60 60 service profession business govt.job
yes 50
K. S. School 33 Business
of 13 Management
11 4 15 24 -8 118- 35 24
no 6 11 4 5 10 8 8 1 16 17
50
45
40
35
% 30
of 25
persons 20
15 yes
10
5
0 no
above 60
service
govt.job
profession
house
10000-
50-60
business
upto
25000 &
Bases
As shown in the above bar graph 50% of people 50-60 yrs take the adv. Of
special schemes, 24%of housewives take the advantage and 35% of people
earning do the same. This response is lowest from people earning below 10000.
(17) I prefer shopping in malls than MOMS & POP STORES (Traditional stores)
Yes No

Options 60 60 service profession business govt.job wife 10000 25000 above
yes 22 24 5 11 10 13 19 2 22 33
no 34 20 11 4 4 9 13 7 28 8

35
30
25
%
of 20
persons 15 yes
10
5
0 no
above 60
service
govt.job
profession
10000-
50-60
business
house
upto
25000 &
Bases
As we see in the above bar graph people above 60 yrs prefer shopping in mom
& pop stores, 19% of housewives don't prefer shopping in mom& pop stores,
33% of people earning 25000 and above also don't prefer shopping in malls.
Yes No

Options 60 60
yes 15 9 8 8 9 13 15 1 22 24
no 41 35 9 8 5 9 17 8 28 17
45
40
35
% 30
0f 25
20
persons 15 yes
10
5
0 no
above 60
service
govt.job
profession
50-60
house
10000-
business
upto
25000 &
Bases
As we see in the above bar graph 41% of people of 50-60 yrs won't
visit malls if there is an entry fee, neutral response from as per the
occupation, even people earning 10000-25000 have equally responded,
22% say yes and 28% say no.
Analysis of Question no. 20 for Total Data
Infrastructure

particulars grades
availability of
escalators 1908
basic amenities 1894
air circulation 1160
lightings -407
sitting facilities -1170
parking facility 174
2500
2000
1500 availability of escalators

1000 basic amenities
air circulation
500
lightings
0 sitting facilities
-500 parking facility
-1000
-1500
As shown in the bar graph we can see that most people are highly satisfied
with basic amenities(1894) availability of escalators(1908), and air
circulation(1160) but dissatisfaction arises in sitting facilities(-1170)
Design factor
Particulars Grades
ambience 1254
colour combination 1668

exterior 1447
accessories placed in mall 1885
layout 1984
2500
ambience
2000
colour combination
1500
exterior
1000
accessories placed in
mall
500 layout
As shown in the bar graph people are satisfied with all the parameters like
ambience(1254), layout(1984) etc.
social factor
particulars grades
Behavior of staff 1799
Interaction with customer 1954

Guidance 2024
2050
2000
1950
behaviour of staff
1900
interaction with
1850
customer
1800 guidance
1750
1700
1650
As shown in the above bar graph people are not discriminating the
parameters of the social and are highly satisfied.
social factor
particulars grades
Behaviour of staff 1799
Interaction with customer 1954
Guidance 2024

1800
1600
1400
1200
schemes
1000 discount
800 privilege cards
coupons
600
400
200
0
As shown in the above bar graph the satisfaction level among all the
parameters is almost equal but we can see that respondents are highly satisfied
with coupons cards(1582) and schemes(1566) whereas satisfaction level decreases
in case of discounts(1217).
Hygiene factors
Particulars Grades
cleanliness of malls 1198
personal hygiene of staff 1344
quality of sent 1126

1400
1350
1300
1250
cleanliness of malls
1200 personal hygiene of staff
quality of sent
1150
1100
1050
1000
As shown in the above bar graph people are satisfied with the parameters but
a bit of dissatisfaction are seen in cleanliness (1198).
Availability Of Products
particulars grades
variety 1633
price 1563
quality 1820
brand 1973

2500
2000
variety
1500
price
quality
1000
brand
500
As shown in the above bar graph highest satisfaction is seen in quality(1820)

and branded products(1973) whereas people are not satisfied with the
prices(1563) and variety(1633).

1. Many people have suggested that there is always a problem in the parking and as
per our view there should be an improvement in the parking facility in hyper markets
eg, Big Bazar, Star Bazar
2. One more problem was found that the payment counters are less in the hyper
markets so people have to stand in a long queue which creates chaos.
3. One of the most important problems in malls is that there is no proper sitting facility
for people. As per our research we come to a suggestion that there should be proper
sitting facility for at least senior citizens.
4. Another suggestion given by the visitors is that, at the time of special occasions like
festivals, events, etc., more people come to take the advantage of the schemes and
discounts, so on that particular day there should be more number of staff to provide
proper services to the customers.
5. On special occasions, in order to attract more number of customers and to retain the
loyal customers malls can offer gifts and vouchers along with discounts and schemes.

1. Research is limited to Ahmedabad city only.
2. Research is conducted by us on the bases of current knowledge of Marketing
Research.
3. The survey is limited to 2000 respondent only because of time constraint.
4. Some of the questionnaire which were filled by senior citizens – those who have
not even visited the malls

This project has given us a golden opportunity to bridge the gap between
theoretical knowledge and practical knowledge. Our visit to malls of
Ahmedabad clarified our basic concepts regarding the operations of malls.
During the course of our project work, we also learn how to get along
with each other and co-operate in order to achieve our goals. It developed the
feeling of team spirit among us.
Last but not the least it was fun to indulge in the joy of visiting malls
together and observe firsthand the processes which are involved in the
marketing of items and Brands by malls.

BOOK
 MARKETING MANAGEMENT BY PHILIP KOTLLER
NEWS PAPER
 THE TIMES OF INDIA
 DIVYA BHASHKAR
 ECONOMIC TIMES
 DNA MONEY
MAGAZINS
 THE WEEK
 SUNDAY INDIA
 SAFARI (GUJARATI)

 WWW.BIGBAZAAR.COM
 WWW.RETAIL.COM
 WWW.GOOGLE.COM
 WWW.YAHHOOINDIA.COM
 WWW.PHOTOSEARCH.COM
 WWW.VISHALMEGAMART.COM
 WWW.FUTUREGROUP.COM
 WWW.ALPHAONEAHMEDABAD.COM
 WWW.FORBS.COM
 WWW.RELIANCERETAIL.COM
 WWW.GOOGLEIMAGES.COM
 WWW.F&BNEWS.COM
 WWW.ICICIRESEARCHCENTER.ORG
 WWW.REDIFFNEWS.COM


Project On Shopping Mall

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K.S. School of Business Management

K. S. School of Business Management - 1-

K. S. School of Business Management - 2-

K. S. School of Business Management - 3-

K. S. School of Business Management - 4-

We are greatly indebted to Mrs. SARALA ACHUTAN, the director of

MR. AKASH , General Manager , Gallops mall

And special thanks to

MR. MITESH MEHTA from U.S.A for

K. S. School of Business Management - 6-

An Overview of Indian Retail Sector

Components of Retail Sector

K. S. School of Business Management - 8-

However, according to the survey conducted by KPMG for Federation of Indian

Key Players in the Retail Sector

K. S. School of Business Management - 9-

ITC (Life Style), Rahejas (Shoppers’ Stop), Hiranandani (Haike)

• Dedicated Brand Outlets: Arrow, Nike, Reebok, Zodiac, etc.

• Multi Brand Outlets: Vijay Sales, Apana Bazar, Viveks etc.

• Manufacturers/ Exporters: Pantaloons, Bata, Weekender etc.

Rural-Urban Share in Retail Sector

K. S. School of Business Management - 10-

Growth and Future Prospects

K. S. School of Business Management - 11-

Growth in Major Retail Segments

2. FMCG (Fast Moving Consumer Goods)

K. S. School of Business Management - 12-

Investment in Indian Retail Sector

About Indian Retail Market

K. S. School of Business Management - 13-

1. Foreign Direct Investment (FDI)

• Competitive environment resulting in price and quality advantage to consumers,

• Expansion of manufacturing base and foreign investment,

• Reward to farmers if direct purchase of produce from farmers and,

Real Estate: Availability and High Costs

K. S. School of Business Management - 15-

 1842 Andrew Jackson Downing described English "Landscape Gardening"

 1888 The electric streetcar developed in Richmond VA made possible "streetcar

Baltimore streetcar on Roland

 1898 Ebenezer Howard in Britain published To-morrow: A Peaceful

Line cottages in Birds Hill at Letch worth

K. S. School of Business Management - 17-

 1928 Don M. Casto opened Grandview Avenue Shopping Center in Columbus,

K. S. School of Business Management - 18-

Northgate in 1950 from History Link

Lakewood ca. 1952 from Mid Cities

K. S. School of Business Management - 19-

South dale in 1956 from MHS

 1957 International Council of Shopping Centers was founded with a membership of

 1959 Burdick Mall opened in Kalamazoo, a downtown pedestrian mall designed by

K. S. School of Business Management - 20-

K. S. School of Business Management - 21-

 1992 Sara Donovan, founder of WalkSport America, began promoting "mall

K. S. School of Business Management - 22-

K. S. School of Business Management - 23-

Festival (or themed) marketplace:

K. S. School of Business Management - 25-

K. S. School of Business Management - 26-

Outlet (or off-price) mall:

Power mall: A shopping center containing several category-killer stores.

K. S. School of Business Management - 27-