Study on the New Era of Mall Culture in Pune

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A Research submitted in partial fulfillment for degree of Master of Business Administration

By V Deepak Kumar C 61 Vasudha Shangaloo C 62 Vijeta Singh C 63 Vikas Singh Bisht C 65 Vikram Singh C 66



We take this opportunity to express our gratitude to the people who have been instrumental in the successful completion of this project. We are extremely thankful to Professor Dr Asha Nagendra, the Guide of this project. She has guided us on this research and correcting various documents and amending them with attention and care. She has taken pain to go through the project and make necessary correction as and when needed at each and every step. We express our thanks to the Director of Symbiosis Institute of Management Studies, Pune for extending his support. We would like to show our greatest appreciation for the support extended to us by the respondents, which was vital for the success of the project. We also take this opportunity to thank our parents, friends and colleagues for helping us.

Table Of Contents
1. 2. 3. 4. 5. 6. 7. 7.1. 7.2. 7.3. 7.4. 7.5. 7.5.1. 7.5.2. 8. 9. 10. 10.1. 10.2. 10.3. 11. 12.

Table Of Contents List Of Tables List Of Figures Abstract CHAPTER I: Introduction CHAPTER II: Background and Literature Review CHAPTER III: Methodology Selection of Topic Selection of Sample Hypothesis Pilot Study Data Collection Primary study Secondary Study CHAPTER IV: Results CHAPTER V: Summary CHAPTER VI: Conclusion Principal Findings Conclusion Recommendation Bibliography Appendix A

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iii iv v Vi 1 2 3 3 3 3 3 3 3 4 5 15 19 19 19 20 21 22

List Of Tables
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

Table 1: General Information of Respondents Table 2: Frequency to visit Malls Table 3: Main Reason to visit Malls Table 4: Preference of Mall Table 5: Criteria for Choosing Mall Table 6: Unique Feature about Favorite Mall Table 7: Additional Amenities Required in Mall Table 8: General Reason to visit Mall Table 9: Interest in Discounts offered Table 10: Interest in Loyalty Programs from Malls Table 11: Preference to Shop Table 12: Company to visit Malls

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5 7 8 9 10 11 12 12 13 13 14 14

List Of Figures
1. 2. 3. 4. 5.

Figure 1 : Age of respondents Figure 2 : Main reason to visit Malls Figure 3 : Preference of Mall Figure 4 : Criteria for choosing a Mall Figure 5 : Unique feature about the Mall

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6 8 9 10 11

Study on the New Era of Mall Culture in Pune Abstract
One of the reasons for the existence of mall culture is globalization. Products and brands from various places, cultures and communities are under one roof. One of the central features of conventional shopping areas and stores has been their unidimentionality. The primary objective of this study was to understand the gradual evolution of mall and the changing trends, to analyze consumer behavior and satisfaction level towards the services provided by mall and the strategies to be used by different malls for practicing effective customer relations. This study also aimed at understanding the criteria and reasons of customers for visiting a mall and to determine the most effective mall preferred by the customers and the unique feature about the same. Primary data for the study were collected through mall intercept survey method. The questionnaire hard copy was personally administered to all the respondents by the researcher. The questionnaire contained rating based questions, closed end questions & very few open ended questions. The five Point Likert-type scale was also used in few questions. A consolidated table for data on general information has been prepared while separate tables, for each of the specific questions, have been prepared with simultaneous interpretation using pie & bar charts. The results &...
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