Mall Culture

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Ch-1. Overview Of Malls
1.1.Shopping Malls In Mumbai
The tremendous hike in the number of shopping malls in Mumbai is the direct result of globalization. In its march towards the 'Global Village', the shopping malls are providing Mumbai with the gusto to move still further.  The shopping malls can be said to be the outcome of the class conscious citizens who prefers sophisticated environs for shopping. In fact, the mushrooming of the international brands in India, has also created the need of multifarious shopping malls to emerge.  Mumbai's shopping mall - emerged amidst the bustle of the city. It exhibits a wide range of accessories from clothing to foot-wear, crockery to books; the shopping malls of Mumbai contains all and sundry of the household chores.  

Now-a-days, with the growing trend of window shopping, the shopping malls always stay vibrant with many kinds of people pouring into the malls throughout the day. Children come to the shopping malls to enjoy – as the malls keeps the latest versions of the video-games, teenagers come here to keep abreast with the prevalent trend; whereas the adults come here to really shop for their necessities.  Being the major center of commerce, the shopping malls of Mumbai are the best place to study the crowd of a city or a town. Here we can find people trying different kinds of outfits in front of the mirror, or loitering throughout the mall in search of a favorite commodity. In the shopping malls , we find people from different backgrounds joining in for the same cause, viz. shopping!

Shopping malls in Mumbai are known as the paradise of style and fashion. From dress materials, accessories swim suites, to branded apparels and life style equipments, these shopping malls cater to the multi-pronged needs of the customers. To update about and provide the people of Mumbai the trendiest deliverables the shopping malls come with an endless line of daily use products as well as goods that are exclusively made for special occasions. The shopping malls of Mumbai are of different nature. While some are life style stores, some others are superstores. The most prominent shopping malls that don the fashion fiesta of Mumbai are:

 R mall in Mulund - a just blend of entertainment, shopping and dining, the place houses multiplex, pub, restaurant, Pizza Hut and a kids’ gaming station  Inorbit mall in the western suburb - a shopping site dealing with cosmetics, appliances, garments and furniture, the place houses a four-screen multiplex |

 Hypercity mall in Malad Link road – with a super market and computer and computer accessories shops the two storied mall is famous for tech equipments  Atria mall in Malad – a five-storied structure, the mall is the place of national and international brands, gaming section, bowling alley and food joints  Crossroads mall – with a sprawling 1, 50, 000 sq ft of area, the centre houses four buildings and is popular for expensive branded apparels  Phoenix mall – the place is full of big names like McDonalds, Pantaloons, Provogue, Adidas and Reebok  Nirmals in Mulund – apart from Pantaloons and Shoprite Hyper, the place accommodates many small retail shops  Metro-Junction in Kalyan – dealing in an infinite range both Indian and non-Indian brands this one has food zone, parlors and music stations

With plans of many more upcoming centers, Mumbai is surely all set to become a bustling hub of magnificent and awesome shopping malls.

Ch-2. Methodology Issues

2.1.Research Objectives

To conduct in-depth study on consumers’ buying behaviour in a mall.

To know the relation between income pattern and shopping in the mall.

To know what the average consumer prefers to buy today.

To gain an insight and get into the psyche of the consumer.

To prepare report based on a field survey of 50 people, mostly in Ulhasnagar city.

To be practical in the field of Marketing Research.

To become a part...
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