XIME

A critical analysis of Retail Consumer

Behavior based on reaction to
promotional events and surveys in
Forum Mall, Whitefield, Bangalore

A PROJECT REPORT
ON

A critical analysis of Retail Consumer Behavior based on

reaction to promotional events and surveys in Forum Mall,
Whitefield, Bangalore

At

Submitted By:

Submitted on:

VAIBHAV PRIYES
Roll No. 172
PGDM Batch 20 (2014-16)

30th July 2015

A Project Report submitted in partial fulfillment of the

requirement for the award of
Post Graduate
Diploma in Management

XIME
Xavier Institute of Management & Entrepreneurship

CERTIFICATE
TO WHOMSOEVER IT MAY CONCERN

This is to certify that Vaibhav Priyes from Xavier Institute of Management and
Entrepreneurship, Bangalore has successfully completed his Graduation Project starting from
04/05/2015 to 27/06/2015 with Forum Value Mall under the guidance of Ms Vijaya Singh,
Manager Marcom. He has done a project on A critical analysis of Retail Consumer
Behavior based on reaction to promotional events and surveys in Forum Value Mall,
Whitefield, Bangalore.
During his Project we found him to be sincere and honest. He is very dedicated and focused
on the job.
We wish him all the best in her future endeavor.
Yours faithfully,
For Forum Value Mall
External Guide

Internal Guide

Vijaya Singh

Suryanarayanan

Manager-Marcom

Assistant Professor

ACKNOWLEDGEMENT
I would like to express my deepest appreciation for Prestige Group, Bangalore, for providing
me the congenial environment for summer internship and making it learning and motivating
experience.
I am highly indebted to my project guides Mrs. Vijaya Singh, for her guidance and
supervision throughout the internship. I would also like to express my gratitude towards
Rohit Dabral and Sudeep G M for their valuable time and their constant efforts to help me
complete this project.
I would like to thank all the employees of Forum Value Mall, Bangalore for their support and
warm gestures. It is with their help that I have learnt how to maintain a healthy work
environment.
I am thankful to my faculty mentor, Assistant Professor S Suryanarayanan for his help and
guidance throughout as well as in the successful completion of this project.
Last but not the least I would like to thank our esteemed institute Xavier Institute of
Management and Entrepreneurship, Bangalore and all its staff and faculty for giving me this
opportunity to undertake this summer internship at Forum Value Mall, Bangalore.
Vaibhav Priyes,
XIME Bangalore PGDM Batch-20,
Section-C,
Roll No-172.

TABLE OF CONTENT
List of Graphs

List of Tables

Chapter 1 Introduction

Chapter 2 Literature Review

2.1 Retail
7
2.1.1Introduction of Retailing
8
2.1.2 Retailing in India

2.1.3 Prevalent Retail Format

15
2.2 Malls
2.2.1 History of Mall
17
2.2.2 Concept of Mall
17
2.2.3 Reason for Growth of Mall in India
19
2.2.4 Mall Culture in India
19
2.2.5 Types of Mall
20
2.2.6 SWOT Analysis

23

2.3 Consumer Behavior

2.3.1 Introduction
25
2.3.2 Types of Shopper
2.3.3 Consumer Motive Dimension
27
Chapter 3

26

3.1 Objective

30

3.2 Methodology

31

3.2.1 Secondary data:

31
3.2.2 Primary data:
31
3.2.2.1 Survey:
31
3.2.2.2 Sample size
31
3.2.2.3 Duration of study:
31
3.2.2.4 Sample size:

31

3.2.2.5 Sampling technique:

31
3.2.2.6 Sample selection
32
3.2.3 Analytical tool
3.2.3.1 Pivot-table:

32

3.2.3.2 Correlation:

32

3.2.3.3 Chi Square test:

32
3.3 Secondary Data Results
34
3.4 Secondary Data Analysis

36

3.5 Primary Data Results

40

3.6 Secondary Data Analysis

46

3.7 Limitation

57

3.8 Conclusion

58

3.9 Recommendation

60

Chapter 4

Annexure-I
62
Annexure-II
65
Annexure-III
66
Annexure-IV
67
Bibliography
69