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VSRD-IJBMR, Vol. 1 (6), 2011, 348-361

RESEARCH ARTICLE RESEARCH ARTICLE

A Study of Buying Behavior and Brand Perception of Consumers in Shopping Malls 1

M. Yaseen Khan* and 2SM Tariq Zafar

ABSTRACT
In India Shopping Malls industry is upcoming industry worth Rs 17000 Cr. In NCR (National Capital Region) Gurgaon is the most favorite place for the shopping malls. M.G. (Meharuli – Gurgaon) Road is the place for all famous shopping malls in Gurgaon. In NCR DLF, MGF, JMD, SAHARA, all big players are in the region. On M.G. Road Gurgaon MGF Group has two shopping malls in operation MGF Metropolitan Mall, MGF Plaza, Sahara Group has its Sahara Mall and DLF Group has its City Centre. The project involved the study of comparative analysis consumer buying behavior and brand perception of consumers regarding shopping malls on M.G. Road and Metropolitan Mall as a base. Consumer purchasing power is the main factor, which determines their buying behavior and brand of shopping malls. Shopping Malls are the places for the fun & entertainment, family outing, shopping and eating’s. In shopping Malls age factor is the most dominant factor in daily footfalls. In different shopping malls different age group consumers come and they impact on the buying behavior. Keywords: Shopping Malls, Consumer Behaviour, Brand Perception, Purchasing Power, Fun & Entertainment, Age Factors etc.

1. INTRODUCTION
In 2009, India's nominal GDP stood at US$1.243 trillion, which makes it the twelfth-largest economy in the world. If PPP is taken into account, India's economy is the fourth largest in the world at US$3.561 trillion, corresponding to per capita income of US$3,100. The country ranks 139th in nominal GDP per capita and 128th in GDP per capita at PPP (Purchasing Power Parity). With an average annual GDP growth rate of 5.8% for the past two decades, the economy is among the fastest growing in the world. ____________________________ 1

Research Scholar, MBA Department, Uttrakhand Technical University, Dehradun, Uttrakhand, INDIA and Assistant Professor, Army Institute of management & Technology, G.Noida, Uttar Pradesh, INDIA. 2 Director, MBA Department, Roorkee College of Management & Computer Application, Roorkee, Uttrakhand, INDIA. *Correspondence : my_candida@rediffmail.com

M. Yaseen Khan et. al / VSRD International Journal of Business & Management Research Vol. 1 (6), 2011

India has the world's second largest labour force, with 516.3 million people. In terms of output, the agricultural sector accounts for 28% of GDP; the service and industrial sectors make up 54% and 18% respectively. Major agricultural products include rice, wheat, oilseed, cotton, jute, tea, sugarcane, potatoes; cattle, water buffalo, sheep, goats, poultry; fish. Major industries include textiles, chemicals, food processing, steel, transport equipment, cement, mining, petroleum, machinery, software. India’s trade has reached a relatively moderate share of 24% of GDP in 2006, up from 6% in 1985.In 2008; India's share of world trade was about 1.68%. Major exports include petroleum products, textile goods, gems and jewelry, software, engineering goods, chemicals, and leather manufactures. Major imports include crude oil, machinery, gems, fertilizer, and chemicals. According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India retail industry is the most promising emerging market for investment. In 2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12%. It is also expected to reach 22% by 2010. According to a report by North bride Capita, the India retail industry is expected to grow to US$ 700 billion by 2010. By the same time, the organized sector will be 20% of the total market share. It can be mentioned here that, the share of organized sector in 2007 was 7.5% of the total retail market. India’s GDP growth...
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