ACTUAL SEMINAR PAPER (MALL CULTURE- MARGINALISATION OF LOCAL MARKETS)

Overview of globalisation Globalisation describes a process by which regional economies, societies, and cultures have become integrated through a global network of communication, transportation, and trade. Globalization is usually recognized as being driven by a combination of economic, technological, socio-cultural, political, and biological factors. Globalisation, as a process also has far- reaching cultural potential. Importance of leisure and recreation Leisure is as important as work because without it efficiency is significantly reduced. People have always had some free time, but in recent years much free time has come with such suddenness that very few are aware of its far- reaching significance. According to the dictionary of sociology, leisure is the free time after the practical necessities of life have been attended to. Work is usually considered as the anti-thesis of leisure. But for some people work may be so enjoyable that it is equivalent to leisure. Recreation has been defined as a form of leisure time experience in which physical, mental or spiritual satisfaction come to the individual from participation in certain forms of activity. Recreation is any activity engaged in during leisure or free time and primarily motivated by the personal satisfaction derived from it. Urban recreation (commercial recreation) The increase of free time is chiefly responsible for the increased demand for recreation. Unfortunately the average man has not been educated to use his free time to the best of his advantage. Mass forms of recreation have become popular and have assumed a large place in modern life. Commercial recreation is the point where want and opportunity meet. Commercial recreation has been defined by Todd as, more or less highly organized amusement enterprises engaged primarily for profit making it offers a confusing variety of entertainment. Among the causes of commercialised recreation are : (1) the profit motive, (2) the sensual effect, (3) more purchasing power, (4) lack of other recreational facilities and (5) modern industrialization. Commercial recreation became an urban institution for a variety of reasons: (1) the family- at least in the low income groups- was unable to satisfy recreation needs. (2) A shorter working week and shorter work hours- created much more leisure time. (3) The money economy of urban life provides cash to pay for amusements. (4) Commercial recreation offers diversions which the family cannot produce and which rightly or wrongly are regarded as desirable. Effects of globalisation on local markets Positive effects Huge amounts of foreign capital Boosted the Indian economy Reduced the level of unemployment and poverty Made us more technologically advanced Increased productivity and the standard of living Negative effects

ACTUAL SEMINAR PAPER (MALL CULTURE- MARGINALISATION OF LOCAL MARKETS)

Increased competition Greater access to disposable income, the seduction of consumerism becomes hard to resist, and the demand for unrestricted globalization inevitably follows the attraction for new and ever more advanced consumer goods increase in the number of MNCs New changes have been noticed in the lifestyle, consumption pattern, production of local commodities and their circulation and usages.

Why mall culture? A shopping mall (or simply mall), shopping center, or shopping arcade is a building or set of buildings that contain stores, and has interconnecting walkways enabling visitors to easily walk from store to store. The walkways may or may not be enclosed. Indian market, its growing and ever-hungry consumers, and their apparently insatiable demand for all the good things in life -- from groceries to vegetables to fancy gadgets to fancier cars. They are teaching them how to appreciate the good things of life. Comfort, style, convenience and cool, are only some of the words used by the shoppers introduced to the mall culture. What attracts customers? Sales and bargain deals attractive prizes, schemes brands a/c comfort availability of a range of merchandise under one roof A one-stop family entertainment arena.

Why people in India come to a Mall: For different age groups, there are different reasons to come to mall. But somehow all of them are related to advertisement and cultural industry and ease of shopping. Here are the reasons in descending order of popularity 05-15: For toys which some shops offer, because their friends go there, they saw a TV ad 15-25: To see some good looking opposite sex, Chill out and time pass, to show off 25-45: Shopping, Dinner and movie, Kids force them 45-above: Kids force them, Shopping, Hell with malls they dont like malls

What sells? Toiletries Cosmetics

ACTUAL SEMINAR PAPER (MALL CULTURE- MARGINALISATION OF LOCAL MARKETS)

Apparel Food Health products Theatres (entertainment)

Consumerism and the youth. relationship between youth culture and consumerism is rapidly growing stronger cannot distinguish between "wants" and "needs" materialistic culture more buying power brand conscious Young person's influence in family purchase decisions is high. Media Globalisation results in foreign label (xenocetrism)

Does marginalization actually occur? Yes No Personal touch After sale services (local store owners know their names, preferences etc) Can easily exchange any product Affordability More choice Informal sector is strong and creative. Everything under one roof (convenience) Services are customer oriented Good infrastructure and facilities Easy availability of branded products Hang outs for teens and easy entertainment Does occur in certain areas like cosmetics.

Conclusion Marginalization -may only be a factor in the future, current gen prefers local, future gen may prefer mallshectic schedule, convenience, money power. The informal sector is powerful- copy cat products at cheaper rates. Also Indian companies are improving quality of products to attract more customers. Indians are very smart and will find a way to beat the odds. Also today -almost everything is available in local stores as well. Though malls are popular and are definitely here to stay but local markets are not giving up the fight very easily.

ACTUAL SEMINAR PAPER (MALL CULTURE- MARGINALISATION OF LOCAL MARKETS)