Jaya

Department of Business Administration A.P.S.U. Rewa (M.P.) A Research Report On To study the potential of shopping mall with special reference to Rewa city FOR THE PARTIAL FULFILLMENT OF BBA PROGRAMME

Year 2011-2012 Submitted to
Dr. Atul Pandey
Professor in-charge of BBA Programme Under the guidance of Submitted by Mrs. Shikha Singh Chauhan Jaya Panjwani Faculty of B.B.A. B.B.A. (6th Sem.) Content

* Acknowledgement * Preface * Declaration

1) Introduction
2) Objectives
3) Research methodology
4) Data analysis & interpretation
5) Results
6) Conclusion
7) Suggestion & recommendation
8) Limitation of the study 9) Annexure: * Bibliography * Questionnaire

Acknowledgement
I would like to express my sincere gratitude to Mr. Atul Pandey Sir (Prof-in-charge of DBA), and other faculty members of DBA,APSU,Rewa (M.P.) who have helped and provided me with idea, suggestion and corporation for carrying out my work.

I would also like to express special thanks to my guide Mrs.Shikha Singh Chauhan Madam (Faculty of BBA Programme) for her motivating guidance and fully and heartily guidelines.

I would also wish to express my thanks to all the respondents who gave me their precious attention. Their ideas, critical insights and suggestions have been invaluable in the preparation of this report.

Lastly, I pay my profound regard to my teachers, parents for their blessing and support to go ahead in life.

Preface Shopping mall is one of the largest and fastest growing sectors in Indian economy. The shopping malls in India are expected to grow 25 to 30% annually and are projected to attain very huge development in future. The foundation of Shopping mall was laid on October 27, 1991 by the K. Raheja Corp. group of companies. Being amongst India's biggest hospitality and real estate players, the Group crossed yet another milestone with its lifestyle venture - Shoppers' Stop. From its inception, Shopping mall has progressed from being a single brand shop to becoming a Fashion & Lifestyle store for the family. Today, Shopping mall is a household name, known for its superior quality products, services and above all, for providing a complete shopping experience. Shoppers Stop is a retail store which sells multiple branded products. Shoppers Stop deals with Apparels (Men, Women and Children)-Ladies western wear, Ladies ethnic wear, Men’s formal, Men’s semiformal, Casual wear, Sportswear and Kids wear. Accessories (men and women)-Cosmetics, Perfumes, Goggles, Watches, Handbags, footwear, fashion, jewelry. Thus, this research aims at studying the potential of shopping trends of consumers in the Rewa city. For doing this, combination of questionnaire and interview from the consumers of Rewa city have been used as a tool. Various factors on which the consumers of Rewa base their choice of going to the shopping mall or the unorganized markets have been analyzed in this research. Therefore research aims to study the existing customer perception of the shopping centers of in the city of Rewa.

Declaration
I, Jaya Panjwani student of B.B.A hereby declare that the research report entitled “To study the potential of shopping mall with special reference to Rewa city” is the authentic work done by me at Department of business administration, APSU Rewa (M.P.) for the partial fulfillment of Bachelor of Business Administration (B.B.A).

To the best of my knowledge, no piece of work has been done and submitted by anyone in this regard.

Date: 11/06/2012 Jaya Panjwani BBA VI Semester DBA, APSU, Rewa (M.P.)

Introduction
A shopping mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a parking area - a modern, indoor version of the traditional marketplace.
Shopping malls have many stores altogether and it is very easy to shop around in a mall because there are many stores under one roof so many stores have different variety of items you need. Shopping centers usually have multiple entrances from parking areas, the street, mass transit, and anchor stores. The last usually have multiple entry points as well. Some malls have delivery entrances in the back of stores. In other words shopping mall, shopping centre, shopping arcade, shopping precinct or simply mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a parking area — a modern, indoor version of the traditional marketplace. Shopping centers or shopping malls represent a collection of variety of stores and depending on the size of center; they may also include food court & entertainment facilities. Shopping malls have become an important part of the economic and social fabric of the cities. In India there are many shopping malls and this number is expected to increase due to the interest of consumers and investors in shopping malls. This can lead to over saturation triggering high level of competition. Thus deeper understanding of consumer expectations, experiences and perceptions regarding mall image has become much more essential. Shopping malls are one of the fastest growing sector in Indian economy. As it provides all the products under one roof, saves money on transportation, customers can use card money etc. And now rather than shopping, malls have many things to do like entertainment. And for families, visiting the mall was an event. You could shop at dozens of stores, catch a movie and eat mounds of fast food, play games and many more so you see its not only fun its everything you get under one roof. In order to study the underline rational of different typologies of shopping malls one need to understand first the drivers of location demand for retail space. As shopping malls have become the most common of shopping environment and have influenced the make-up of cities around the world. And as the city Rewa is developing with very fast pace as in recent past years the parks, roads etc. were improved so we need the shopping malls as the shopping spot for people and as the population is increasing day by day we need to develop the places for shopping and in this field we are backward as shopping malls are not here. So in order to build the shopping malls here, we need to first analyze and study the potential of shopping centers in Rewa city.

Pictures of a shopping mall

Objectives Objective is essential for research study. Without object, researcher cannot reach to destination. So it’s very essential for research study. There are many types of objective for study: 1) To know the consumer preference towards malls. 2) The goal of the shopping centre is create a one-stop shop for living, work, play and shopping. For younger generations, especially urbanites in their 20s and 30s, the idea is especially appealing. 3) To know the important attributes that people consider in shopping malls.

Research Methodology
Meaning of Research
The term ‘research’ is composed of two words ‘RE’ and ‘Search’ which means to search again. Research is conducted to search for new facts or to modify the existing facts. The obvious function of research is to add new knowledge to the existing store as well as to remove the misconceptions and ignorance of mankind. Thus, research is a process and means to acquire knowledge about any natural or human phenomena. It is the pursuit of the truth with the help of study, observation, comparison and experiment.
Definition of research
“Research is the process of systematically obtaining accurate answers to significant and pertinent questions by the use of the scientific method of gathering and implementing information.”

-Clover & Balsely

“Research is a method of studying, analyzing and conceptualizing social life in order to extend, modify, correct and verify knowledge whether that knowledge aids in construction of theory or in practice of an art.”

-P.V.Young
Meaning of Research Design
Research design is a working plan prepared by the researcher before the actual start of research work. It is the conceptual structure within which research activity is conducted. It is a strategic plan of research. Research design includes an outline of what the researcher will do from writing the hypothesis and its operation to collection, analysis and interpretation of data.

Example: A house builder prepares a blueprint of the entire building before commencing the actual construction.
Meaning of Sample
A part of the population which is studied for making judgment about the entire population is called a sample. Different Methods of drawing a sample out of a given population have been developed by the statisticians. These methods with the help of which a sample is drawn out of a given population are called as a technique of sampling.
Sample Design 1) Sample size : Considering the constraints, it was decided to conduct the study based on sample size of 100 respondents.

2) Sampling city : Rewa city.

3) Sampling method : Non-probability sampling, Convenience
Sampling.

4) Sampling unit : Rewa City.

Methods of Data Collection Research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific situation or problem”. The objective of this section is to describe the research procedure and methods that have been adopted for the achievement of the project
Objectives. The project report will be a comprehensive study
There are two methods of data collection –

1) Primary Method : Through interaction with dealers & retailers. Through questionnaires filled from dealers, retailers consumers.
2) Secondary Method : Websites, Magazines, Books, newspapers etc.
Tools used for Data Collection
There are several methods of collecting primary data, particularly in surveys and descriptive research. Important are –

* Observation method. * Through questionnaires. * Interview method.

In this project I have used combination of questionnaire and interview method.

Data analysis and interpretation
Q1) Do you like the concept of shopping malls? Options | Response (%) | Yes | 85 | No | 15 | Total response | 100 |

Interpretation
Maximum people like the concept of shopping mall as 85% respondents said it provides all the products under one roof, saves money on transportation, card money can be used, use of vouchers, discount & offers etc. And rest 15% people said they don’t like the concept because they think this is not right time to build a shopping mall they said government should have to focus on other important issues first instead of building a shopping mall.

Q2) Given the choice of shopping malls and any other local markets in Rewa, where will you go for shopping? Options | Response (%) | Shopping mall | 56 | Local market | 44 | Total Response | 100 |

Interpretation
The current preferences of consumers between the shopping malls and the
Local markets were asked. On the one hand, majority of the consumer’s preferences had now shifted from local markets to shopping malls as development is taking place in different areas within a city. Many respondents have also stated various criteria for choosing between the malls and the locality markets which have been stated in the following quotes listed below:
“The choice between local markets and malls depends upon a number of other factors such
As mood, type of shops etc.”. “Price is the factor associated with the choice. For items priced equally in the malls I would prefer the malls or else the markets.” “It depends on the weather if it is really hot I would like to shop in a mall. It also depends on when I am looking to buy and what is my budget. If I am looking for something special then maybe I will prefer a mall but if I am looking for something which is available everywhere I would buy for the place which is nearest.” “Depends on the purpose, if I have time to spare and want to spend an entire day shopping, eating, watching a movie then mall would be the preferred choice because it would be convenient, if only shopping for a particular item or grabbing a bite then local markets will be more convenient”
On the other hand, few of the respondents also preferred the local markets over malls as they did not think that malls that will be opened in Rewa can offer everything that a consumer needs and also a majority of the population stayed away from the malls due to high prices of the products. This mixed response indicates that the consumers in Rewa are changing and are overall beginning to prefer the malls instead of the markets. Probably, it is dependent on the income group the consumers belong to a higher income group consumer would indicate a higher preference for malls and vice versa. “I would prefer local markets because shopping malls which Cater to all the needs of a customer or provide all popular brands is difficult in city like Rewa.” “Shopping malls provide many facilities under one roof but lack in providing goods at a cheap price. This makes Local markets more famous among the Common Man as they provide largely the same goods at a competitive price.”

Q3) How frequently will you visit to shopping malls? Options | Response (%) | Quarterly | 23 | Monthly | 45 | Weekly | 32 | Total Response | 100 |

Interpretation Maximum people said they would like to visit the shopping malls monthly because of price factor associated with shopping mall and rest of respondents would like to visit the shopping mall weekly and quarterly. As maximum respondents said “Depends on the purpose, if I have time to spare and want to spend an entire day shopping, eating, watching a flim then mall would be the preferred choice because it would be convenient, if only shopping for a particular item or grabbing a bite then local markets will be more convenient” Q4) Does proximity to the mall affect your shopping decision? Options | Response (%) | Yes | 60 | No | 40 | Total Response | 100 |

Interpretation Considering the location factor, some of the respondents did not care about the proximity of the shopping malls from their homes. The reason for this probably would be that there are no shopping malls currently and all the consumers want to experience this new way of shopping, therefore, they do not mind even if they have to travel a long distance to visit the shopping mall occasionally. However, few of the interviewees associated their decision of their shopping destination with respect to its proximity from their home. “Yes because it is very near to my house, I can go there anytime when I feel like, even Alone.” As long as I get what I want in terms of the brands and variety, I don’t mind shopping Anywhere. However malls would be more convenient, if they are closer and have similar variety.”“If I have decided on the shop and know what exactly to buy, then I would Consider proximity as a major factor that would affect my decision. Apart from this variety can also affect my decision making, for example due to availability of space, the shop in the mall would be bigger and would store more variety of the product, then in that case the mall shop would be a better option.” “Proximity can be related to time, if I have some extra time then I prefer going to the mall, otherwise local shopping would be just fine.” Q5) According to you why people prefer shopping malls? Options | Response (%) | Food | 12 | Leisure | 5 | Shopping | 20 | Hangout | 13 | Entertainment | 10 | Movies | 7 | Shopping and entertainment | 22 | Dating | 11 | Total Response | 100 |

Interpretation Very mixed response was obtained as 12% respondents said they prefer shopping malls for food, 5% respondents said they prefer malls for leisure, 20% respondents said they will go for shopping in malls, 13% respondents said they will go for hangout, 10% said they will go for entertainment, 7% said they would like to prefer shopping mall for watching movies and 22% respondents said they will go for both shopping and entertainment in malls. And rest 11% respondents would like to go in malls for dating to spend quality time with their partners. Q6) Do you think there will be any quality and price difference between the products of shopping malls and local market of Rewa city? Options | Response (%) | Quality | - | Yes | 70 | No | 30 | Total response | 100 | Price | - | Yes | 90 | No | 10 | Total response | 100 |

Interpretation In quality context 30% respondents said there will be no quality difference between products of local market and malls whereas rest 70% said there will be quality difference between the products of local market and shopping malls due to brands availability. In price context 10% respondents said there will be no price difference between products of local market and malls whereas rest 90% said there will be price difference between the products of local market and shopping malls due to facilities provided by shopping malls like cleanliness, security, parking, infrastructure facilities etc. Q7) Do the facilities provided by shopping malls attract you? Options | Response (%) | Yes | 75 | No | 25 | Total Response | 100 |

Interpretation
As 75% respondents said that facilities provided by shopping malls attract them because these facilities benefit to a large extent, such as parking facility helps in reducing crowd, entertainment, food court, movies, games etc which are not provided by local markets. Whereas 25% respondents said that they will not attract toward the facilities provided by shopping malls because of extra charges.
Q8) Do you associate image with shopping in the shopping mall? Does it influence your personality/ status? Options | Response (%) | Yes | 75 | No | 25 | Total Response | 100 |

Interpretation
As 75% respondents said that yes we associate image with shopping in shopping malls because availability of branded products which will consequently increase the consumption of branded and expensive products which helps in increasing standard of living and also it influence and enhance consumer’s status in society. Whereas 25% respondents said that it won’t influence status and personality because of they cannot afford products of malls due to their low income, awareness and mentality that they do not want to use branded products.

Q9) If your answer is yes in price context in Q6. Then do you think that the price difference is due to the extra facilities (cleanliness, security etc.) provided by the shopping malls? Options | Response (%) | Yes | 85 | No | 15 | Total Response | 100 |

Interpretation
In price context 15% respondents said there will be no price difference between products of local market and malls because in malls there are only branded products which are expensive whereas rest 85% said there will be price difference between the products of local market and shopping malls due to facilities provided by shopping malls like cleanliness, security, parking, infrastructure facilities etc.

Q10) Do you think the method of payment in shopping malls is better than unorganized stores? Options | Response (%) | Yes | 70 | No | 30 | Total Response | 100 |

Interpretation
As 70% respondents said that the payment method in shopping malls is better than unorganized stores because they find easy in making payment through debit cards, credit cards, ATM etc. in comparison of making cash payments because carrying huge amount of cash is risky, whereas 30% respondents said that payment method in shopping malls i.e. through debit cards, credit cards, ATM is not better because they want to avoid the dis-advantages of making payment through debit card, credit cards, ATM etc.

Q11) People of which age group would like to visit the shopping malls most? Options | Response (%) | 5 to 15 | 30 | 15 to 25 | 45 | 25 to 35 | 15 | 35 and above | 10 | Total Response | 100 |

Interpretation
Majority of respondents said that people of 15 to 25 age group (i.e.45%) will visit shopping malls most because the people of this age group are teenagers and they naturally like to hangout with friends also interested in eating, dancing (disc.), watching movies, doing exercise (gym) and also in shopping. Whereas people of 5 to 15 age group will visit malls (i.e.30%) little bit lower than youngsters as this age group belongs to kids and they are interested in playing games, eating food, toys etc. And people of 25 to 35 age group (i.e.15%) visit malls for shopping and food court, movies. And people of rest age group that is 35 and above (i.e. 10%) visit malls for leisure, food and shopping. Q12) Should government invest in building an attractive shopping mall or should it invest in other fields for development purposes (like infrastructure, roads, education, plantation etc.) Option | Response (%) | Government should invest in building a shopping mall | 62 | Government should invest in other development fields | 38 | Total Response | 100 |

Interpretation
As approximately 62% respondents said that government should invest in building attractive shopping malls because they think that it will increase consumption of branded products and standard of living of people of Rewa city will increase, whereas 38% respondents said that government should invest in other development fields like infrastructure, road, plantation, education etc because in context of development fields condition of Rewa city is not that much good.

Results 1) Among 85% of respondents majority of females liked the concept of shopping i.e. majority of females would like to go in shopping malls for shopping. They buy product such as cosmetics, jewellery, handbags, footwears, clothes etc. as the fashion is one of the major concern for women. 2) The second major customers who shop once a month are students with an average age of 20 years. 3) Most of the consumers think that there is quality as well as price differentiation between shopping malls & local market stores, & this differentiation is due to the extra facilities provided by the Shopping malls. 4) Majority of the customers shop once a month between 5pm-9pm and are salaried with a monthly salary of Rs 15000-25000 per month and fall under the age category of 15 to 30 years. 5) 39% of the customers preferred shopping with friends and 12% preferred shopping with both friends and parents. 6) 38% of respondents want that government should invest in other development fields to improve the condition of Rewa city. And majority of this are from adult section i.e. from the age group of 35 and above. 7) From the age of 5 to 15 i.e. from kid’s section majority of kids would like to go in shopping malls for playing video games, buying toys and eating food. 8) Among the adults majority of people will go in malls for killing boredom and to spend free time, for relaxing. 9) More than 50% of the total population is interested in shopping from malls.
Conclusion
A shopping mall, shopping centre, shopping arcade, shopping precinct or simply mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a parking area — a modern, indoor version of the traditional marketplace.
The Shopping Center Potential Needs Analysis Report expects that a shopping center area will be put into service by the year 2014. Accordingly, it is foreseen that together with the shopping centers to be built within next 3 years, a total leasable area of 10.9 million will be available in future.
The marketers should always look for emergent trends that suggest new marketing opportunities and here in Rewa a lot of opportunities are available.

Suggestion and Recommendation 1) Shopping mall must be located at convenient place so that consumers will be able to get the advantages of malls. 2) There must be good facilities in mall as majority of consumers prefer shopping in malls because of good facilities like food, cleanliness, parking, security, infrastructure facilities like air-conditioning etc. 3) Mall should provide the products of almost all brands. 4) As because of limited income consumers are very much concerned with prices, so in malls the consumers must be charged with reasonable prices so that it will be able to attract major proportion of consumers from the market. 5) Shopping malls should target the salaried and students class as they account for the majority visitors to their store. 6) More branded wears should be kept as the salaried class preferred going for brands and are brand conscious. 7) The merchandise should be stylish and fashionable as it appeals to the student class who are more of style conscious. 8) As ladies spend more time shopping in the same section seating arrangements should be made so that their companions (Friends, Husbands, Parents and Children) can sit till they finish shopping. 9) In house brands account for less preferred once and hence stylish, fashionable and designer wears should be brought out in order to increase the sales. 10) The marketer should position shopping mall as destination offering added-value.

Limitation of the study 1) Today, many conventional malls face declining popularity. There are probably multiple reasons for this. Shopping online is easier, and often cheaper. Specialized “big box” stores have soared in popularity as well, and usually offer better value. As a result, the appeal of malls has suffered. So this report may not be helpful. 2) The research is limited to Rewa city large projects cannot be made out of it. 3) Shopping malls usually are reserved for impulse buys and extravagant spending, and for many shoppers such spending, often on credit, simply isn’t an option at present. 4) There will be time and cost limitations. 5) This project has been done for academic purpose and not done as a professional researcher. 6) Since I did not had the privilege to work on a large scale, so many findings and recommendations may not be as much in tune with their ground realities as may be considered desirable.

Annexure
Bibliography:
Websites www.wikipedia.com www.slideshare.net www.scribd.com www.google.com www.shopperstop.com Books
Naresh K Malhotra; “Marketing Research”, 3rd edition, Pearson education, Delhi-2003.
Philip Kotler; “Marketing Management” 11th edition, Prentice hall, New Delhi-2002.

Questionnaire
“To study the potential of shopping mall with special reference to Rewa city”
Dear respondents, we are collecting data from you as part of a research work, please give your valuable few minutes, to respond (Please reply to the best of your knowledge and sentiments.)
Name: - Age: -
Gender: - Profession: -
No. of members in the family: -
Please choose the correct options.
Q1) Do you like the concept of shopping malls? a) Yes b) No
Q2) Given the choice of shopping malls and any other local markets in Rewa, where will you go for shopping? Ans…
Q3) How frequently will you visit to shopping malls? a) Quarterly b) Monthly c) Weekly
Q4) Does proximity to the mall affect your shopping decision? a) Yes b) No
Q5) According to you why people prefer shopping malls? a) Food b) Leisure c) Shopping d) Hangout e) Entertainment f) Movies g) Shopping and entertainment
Q6) Do you think there will be any quality and price difference between the products of shopping malls and local market of Rewa city? * Quality: a) Yes b) No * Price a) Yes b) No
Q7) Do the facilities provided by shopping malls attract you? a) Yes b) No
Q8) Do you associate image with shopping in the shopping mall? Does it influence your personality/ status? a) Yes b) No
Q9) If your answer is yes in price context in Q6. then do you think that the price difference is due to the extra facilities (cleanliness, security etc.) provided by the shopping malls? a) Yes b) No
Q10) Do you think the method of payment in shopping malls is better than unorganized stores? a) Yes b) No
Q11) People of which age group would like to visit the shopping malls most? a) 5 to 15 b) 15 to 25 c) 25 to 35 d) 35 to above
Q12) Should government invest in building an attractive shopping mall or should it invest in other fields for development purposes (like infrastructure, roads, education, plantation etc.) of Rewa city?

a) Government should invest in building a shopping mall. b) Government should invest in other development fields.