Analysis of Purchasing Habits of Shopping Mall Retail.Doc

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Study of Buying Pattern Shopping Malls (Retail Stores) Customers (With Reference To Retail Stores in Pune & PCMC.)

Proposed Research work

1. I) Project Title: Study of Buying Pattern Shopping Malls (Retail Stores) Customers (with reference to retail stores in Pune and Pimpri- Chinchwad.)

ii) Introduction

• Origin of the research problem

Retail sector is one of the booming sectors for product promotion for every new and existing manufacturer’s as it provides easy access to particular class of customers. In growing demand for branded products and customized selling made retail shops more consumer friendly and influence there living standard as well as there consumption habits. Retail stores leads to change the consumption pattern and also amount of funds involved. This is dually observed that growing income of urban consumers has changed there consumption pattern and nature of purchase.

Recently retail industries are also working aggressively in field of sales management and product promotion. Growing brand awareness and incomes results in relative changes in buying pattern of urban consumers. They are now not only influenced by advertised but also mob in shopping malls and the presentation and schemes of shopping malls.

• Interdisciplinary relevance

The emerging sectors retailing, one of the largest sectors in the global economy, is going through a transition phase not only in India but the world over. Traditional retailing has established in India for some centuries, mostly owner-operated, has negligible real estate and labor costs and little or no taxes to pay. Consumer familiarity that runs from generation to generation is one big advantage for the traditional retailing sector. There are the political parties who say that the Giants malls are a threat to the existence of the small players let it be a convenience store owner, or a hawker. “Structural changes in retail will surely start affecting a large number of small retailers at some stage, be it after one or two decades, especially when the overall size of the organized retail in reaches about 25-30%,” said the report prepared by researchers of the Michigan State University (MSU).

This research is related with study of influence over consumer of promotion strategies and sales management of retail store. This study tries to find relative impact of CRM approach of retail store over buying budget and pattern over urban Indian Consumers.

*Review of Research and Development in the Subject:
International Status: Not in Indian Context a) The Impact Of Mega-Retail Stores On Small Retail Businesses: The Case Of Sudbury, Northern Ontario, Canada[1], Jean Charles Cachon, Barry Cotton and Jorge Virchez Revista Mexicana De Estudios Canadienses

b) Roberts, Bryan (2004): ‘From Marginality to Social,Exclusion: From Laissz-Faire to Pervasive, Engagement’, Latin American Research,Review, Vol 39, No 1, pp 196-97. National Status:

a) “Impact of Malls on Small Shops and Hawkers”; Powered by Anuradha Kalhan, Economic and Political Weekly June 2, 2007 2063

b) Research of Indian Council for Research on International Economic Relations (ICRIER)

c) 2008 India Brand Equity Foundation, An initiative of the Ministry of Commerce & Industry, Government of India C/O Confederation of Indian

d) Mukherjee A and Nishita Patel (2005): ‘FDI in Retail Sector India: A Report, by ICRIER and Ministry of Consumer Affairs, Government of India’, Indian Council for Research on International Relations, New Delhi.

e) ‘The Impact of Organized Retailing on the Unorganized Retail Sector’, a long-awaited study by the Indian Council for Research on International Economic Relations

Significance of the study
i) Finding of the research will be very useful for Central and State Government to formulate then policies regarding to retailing in India....
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