Consumer Preference and Satisfaction

Regarding Shopping Mall

Summer Training Report
2016

Submitted to Dr. B.R. Ambedkar University, Agra

for the partial fulfillment of the requirement for
the degree of

Post-Graduate Diploma
in
Business Management

Submitted By:
of

Rakhi Kumari

Under the Supervision

Dr. R.

Rehman
Enrollment No.

Department of Management

D.S. College, Aligarh

(Affiliated to Dr. B.R. Amedkar University, Agra)

ACKNOWLEDGEMENT
I am highly thankful to Dr. R. Rehman, DS College, Aligarh for the
scholastic & kind advice and the valuable time that she gave during my
report.
I shall be failing in my duty if I do not acknowledge my thanks to the Staff
members of my institute, without their guidance and cooperation this
project would havent been successfully accomplished. I also express my
gratitude to all those people who has provided me all the necessary
information providing me throughout this infrastructure to carry out the
project and people who were directly and indirectly instrument in enabling
me to stay committed for the project

(Rakhi Kumari)

CONTENT

Introduction

3-43

Overview of Malls

44-57

Sahara Mall-Gurgaon
Ansal Plaza-Delhi
Shipra Mall-Ghaziabad
DLF Mall-Gurgaon
Pacific Mall Ghaziabad

Research Methodology

57-62

Objectives
Data Collection
Sample Design
Sample Unit
Sample Size
Research Design

Data Analysis

63-74

Findings

75

Recommendations

76-77

Conclusion

78-79

Scope of the Study

80

Annexure (Questionnaire)

81-84

Bibliography

Retail Scene in India

84-86
87

Introduction
What comes to your mind when you hear the word `Mall`? Shopping, food, movies,
entertainment or maybe time pass? Well, the word may bear different meanings to
different people but it definitely stands for more than any of these things. Today,
shopping malls have become a part and parcel of daily life of people living in Metros and
big cities.
Mall culture in India and especially in Delhi & NCR has grown with an incredible pace.
Just a few years back, people had to make a choice among shopping, movies or hanging
out on a holiday but thanks to our malls, all these jobs can be performed at the same time,
under the same roof and that too with a wonderful experience. And it is basically the
experience and not the intention that counts when it comes to malls.

The reason why shopping malls are so popular lies in their international appeal. It seems
to be a thing of history when shopping malls had their presence only in places like
Singapore and Dubai. In fact, now they are everywhere around us.

If we dive back in time to the early Nineties, Ansal Plaza appeared to be the only popular
shopping mall of the region but presently there are more than two dozens of wellestablished malls in the region and another 140-odd new shopping arcades are set to dot

the city landscape in days to come.

People find these malls to be the best place to shop or hang out in summer heat as they
offer free entry to a completely air conditioned complex with good music playing all
around and loads of window shopping opportunity which is appreciated by one and all.
Not to forget the numerous food joints that serve different cuisines meant to magnetize
the taste buds of all the foodies.
Though malls are equally popular among all ages, the true lovers of multiplexes are the
youngsters for whom malls are the `ultimate place to be`. These malls serve their various
purposes like shopping, watching movies, dating or just to hang out though they really
dont need a purpose for being there. Malls are the coolest and safest place to go
bunking, says Raghav, a college student while the other boys and girls belonging to the
same age group have no different opinions. These malls have also come up with different
ways to cater to their target visitors like some of them have discos where the Gen-X get a
chance to chill-out during nights. Mohit says, Opening of discos has added a new
adventure and fun to my life. I can now go and party in the night too.
These malls have changed the trends to an extent that the glamour that could be seen only
on the silver screen has now come to our cities and we can actually see it in our
neighborhood. Almost all the malls present in the region can match any high-quality mall
in any part of the world.

Shopping mall
A mall can refer to a shopping mall, which is a place where a collection of
shops all adjoin a pedestrian area, or an exclusively pedestrian street, that allows
shoppers to walk without interference from vehicle traffic.

Mall is generally used in North America and Australasia to refer to a large shopping area
usually composed of a single building which contains multiple shops, usually "anchored"
by one or more department stores surrounded by a parking lot, while the term arcade is
more often used, especially in Britain, to refer to a narrow pedestrian-only street, often
covered or between closely spaced buildings (see town centre). A larger, often only partly
covered but exclusively pedestrian shopping area is in Britain also termed a shopping
precinct or pedestrian precinct. The majority of British shopping centres are in town
centres, usually inserted into old shopping districts, and surrounding by subsidiary open
air shopping streets. A number of large out-of-town "regional malls" such as Meadowhall,

Sheffield and the Trafford Centre, Manchester were built in the 1980s and 1990s, but
there are only ten of them or so and planning regulations prohibit the construction of any
more. Out-of-town shopping developments in the UK are now focused on retail parks,
which consist of groups of warehouse style shops with individual entrances from
outdoors. Planning policy prioritizes the development of existing town centres, although
with patchy success. The Metro centre, Gateshead, is the largest shopping centre in
Europe with over 330 shops, 50 restaurants and an 11 screen cinema.
A shopping mall or shopping centre is a building or set of buildings that contain a
variety of retail units, with interconnecting walkways enabling visitors to easily walk
from unit to unit.
Strip malls have developed since the 1920s, corresponding to the rise of suburban living
in the United States after World War II. As such, the strip mall development has been the
subject of the same criticisms leveled against suburbanisation and suburban sprawl in
general. In the United Kingdom these are called retail parks, out-of-town shopping
centres, or precincts

A shopping center, shopping mall, or shopping plaza, is the modern adaptation of the
historical marketplace. The mall is a collection of independent retail stores, services, and
a parking area, which is conceived, constructed, and maintained by a separate
management firm as a unit. They may also contain restaurants, banks, theaters,
professional offices, service stations etc.
The first shopping mall was the Country Club Plaza, founded by the J.C. Nichols
Company and opened near Kansas City, Mo., in 1922. The first enclosed mall called
Southdale opened in Edina, Minnesota (near Minneapolis) in 1956. In the 1980s, giant
megamalls were developed. The West Edmonton Mall in Alberta, Canada, opened in
1981 - with more than 800 stores and a hotel, amusement park, miniature-golf course,
church, "water park" for sunbathing and surfing, a zoo and a 438-foot-long lake.

Regional differences
An aerial view of North West England's largest shopping center, the Trafford Centre in
Greater Manchester.
In most of the world the term shopping centre is used, especially in Europe and
Australasia; however shopping mall is also used, predominantly in North America, but
also to a large extent in Asia[1]. Shopping precinct and shopping arcade are also used. In
North America, the term shopping mall is usually applied to enclosed retail structures
(and may be abbreviated to simply mall) while shopping centre usually refers to open-air
retail complexes.
Malls in Ireland, pronounced "maills", are typically very small shopping centers placed in
the center of town. They average about twenty years in age, with a mix of local shops and
chain stores. These malls do not have shops found in the high street or modern shopping
centers.[citation needed]

Shopping centres in the United Kingdom can be referred to as "shopping precincts" or

just "precincts", but with American-style centres becoming more common in the UK,
they are increasingly being referred to as "malls".

History:
An example of the mid-19th century arcade: The Passage in St Petersburg. Forum
Bornova Open-Air Shopping Center in zmir, Turkey Isfahan's Grand Bazaar, which is
largely covered, dates from the 10th century A.D. The 10 kilometer long covered Tehran's
Grand Bazaar also has a long history. The Grand Bazaar of Istanbul was built in 15th
century and is still one of the largest covered markets in the world with more than 58
streets and 4000 shops. The Oxford Covered Market in Oxford, England was officially
opened on 1 November 1774 and still runs today.

The Burlington Arcade in London was opened in 1819. The Arcade in Providence, Rhode
Island introduced the concept to the United States in 1828. The Galleria Vittorio
Emanuele II in Milan, Italy followed in the 1860s and is closer to large modern malls in

spaciousness. Other large cities created arcades and shopping centres in the late 19th
century and early 20th century, including the Cleveland Arcade and Moscow's GUM in
1890. Early shopping centers designed for the automobile include Market Square, Lake
Forest, Illinois (1916) and Country Club Plaza, Kansas City, Missouri (1924).
An early indoor mall in the United States was the Lake View Store at Morgan Park,
Duluth, Minnesota, which was built in 1915 and held its grand opening on July 20, 1916.
The architect was Dean & Dean from Chicago and the building contractor was George H.
Lounsberry from Duluth. The building is two-stories with a full basement and shops were
originally located on all three levels. All of the stores were located within the interior of
the mall with some shops being accessible from both inside and out.

In the mid-20th century, with the rise of the suburb and automobile culture in the United
States, a new style of shopping centre was created away from downtown.

Early shopping centers

Amazonas Shopping Mall in Manaus, Brazil.
An early shopping center in the United States was Country Club Plaza, which
opened in 1924 in Kansas City, Missouri. Other important shopping centers
built in the 1920s and early 1930s are the Highland Park Village in Dallas,
Texas; River Oaks in Houston, Texas; and Park and Shop in Washington,
DC.

However, the concept of the fully-enclosed shopping mall did not appear until the 1950s.
The idea was pioneered by the Austrian-born architect and American immigrant Victor
Gruen. This new generation, that were eventually called malls, included Northgate Mall,
built in north Seattle, Washington, USA in 1950, Victor Gruen's Northland Shopping
Center built near Detroit, Michigan, USA in 1954, and Gulfgate Mall in Houston were all
originally open-air pedestrian shopping centers that later were enclosed as malls. The first
enclosed, postwar shopping center (or mall) was the Gruen-designed Southdale Center,

which opened in the Twin Cities suburb of Edina, Minnesota, USA in 1956. One of the
world's largest shopping complexes at one location is the two-mall agglomeration of the
Plaza at King of Prussia and the Court at King of Prussia in the Philadelphia suburb of
King of Prussia, Pennsylvania, USA. The King of Prussia mall has the most shopping per
square foot in the US. The most visited shopping mall in the world and largest mall in the

United States is the Mall of America, located near the Twin Cities in Bloomington,
Minnesota, USA. However, several Asian malls are advertised as having more visitors,
including Mal Taman Anggrek, Kelapa Gading Mall and Megamal Pluit, all in JakartaIndonesia, Berjaya Times Square in Malaysia and SM Megamall in the Philippines.
Beijing's (Peking) Golden Resources Mall, opened in October 2004, is the world's
second largest mall, at 600,000 m (approximately 6 million square ft). Berjaya Times
Square in Kuala Lumpur, Malaysia, is advertised at 700,000 square metres
(7,530,000 sq ft). SM Mall of Asia in the Philippines, opened in May 2006, is the world's
third largest at 386,000 square metres (4,154,900 sq ft) of gross floor area. The Mall of
Arabia inside Dubailand in Dubai, United Arab Emirates, which will open in 2008, will
become the largest mall in the world, at 929,000 square metres (9,999,700 sq ft).

"Pitt Street Mall" of Sydney is Australia's busiest shopping precinct. This mall has eight
retail centres and more than 600 speciality stores, within two city blocks.

Classes of malls
Abasto Shopping Centre in Buenos Aires.

In many cases, regional and super-regional malls exist as parts of large super structures
which often also include office space, residential space, amusement parks and so forth.
This trend can be seen in the construction and design of many modern supermalls such as

Cevahir Mall in Turkey. The International Council of Shopping Centers' 1999

definitions[2] were not restricted to shopping centers in any particular country, but later
editions were made specific to the U.S. with a separate set for Europe.

Regional malls
Bullring complex in Birmingham, England
The unusual exterior of the Selfridges department store in the shopping Bullring complex
in Birmingham, England exemplifies the extraordinary designs of modern shopping
malls.

A regional mall is, per the International Council of Shopping Centers, in the United
States, a shopping mall which is designed to service a larger area than a conventional
shopping mall. As such, it is typically larger with 400,000 square feet (37,000 m) to
800,000 square feet (74,000 m) gross leasable area with at least 2 anchors[3] and offers a
wider selection of stores. Given their wider service area, these malls tend to have higherend stores that need a larger area in order for their services to be profitable. Regional
malls are also found as tourist attractions in vacation areas.

Super-regional malls
A super-regional mall is, per the ICSC, in the U.S. a shopping mall with over
800,000 square feet (74,000 m)[3] of gross leasable area, and which serves as the
dominant shopping venue for the region in which it located
Outlet malls
An outlet mall (or outlet centre) is a type of shopping mall in which manufacturers sell
their products directly to the public through their own stores. Other stores in outlet malls
are operated by retailers selling returned goods and discontinued products, often at
heavily reduced prices. Outlet stores were found as early as 1936, but the first multioutlet mall, Vanity Fair, located in Reading, PA didn't open until 1974. Belz Enterprises
opened the first enclosed factory outlet mall in 1979, in Lakeland, TN, a suburb of
Memphis.

Components
Food court

Food court at the Fashion Centre at Pentagon City in Arlington, Virginia.

A shopping mall food court consists of shops stalls offering different cuisines. At atypical
food court, meals are ordered at one of the shops then carried to a common dining area,
which is normally a plaza contiguous with the counters of the multiple food vendors.

Department stores
When the shopping mall format was developed by Victor Gruen in the mid-1950s,
signing larger department stores was necessary for the financial stability of the projects,
and to draw retail traffic that would result in visits to the smaller stores in the mall as

well. These larger stores are termed anchor store or draw tenant. Anchors generally have
their rents heavily discounted, and may even receive cash inducements from the mall to
remain open. In physical configuration, anchor stores are normally located as far from
each other as possible to maximize the amount of traffic from one anchor to another.

Dead malls
In the U.S, as more modern facilities are built, many early malls have become largely
abandoned, due to decreased traffic and tenancy. These "dead malls" have failed to attract
new business and often sit unused for many years until restored or demolished.
Interesting examples of architecture and urban design, these structures often attract
people who explore and photograph them. This phenomenon of dead and dying malls is
examined in detail by the website Deadmalls.com, which hosts many such photographs,
as well as historical accounts. Until the mid-1990s, the trend was to build enclosed malls
and to renovate older outdoor malls into enclosed ones. Such malls had advantages such
as temperature control. Since then, the trend has turned and it is once again fashionable to
build open-air malls. Some enclosed malls have been opened up, such as the
Sherman Oaks Galleria. In addition, some malls, when replacing an empty anchor
location, have replaced the former anchor store building with the more modern outdoor
design, leaving the remainder of the indoor mall intact, such as the Del Amo Fashion
Center in Torrance, California. The Mall, an out-of-town shopping centre at Patchway,
near Bristol, England. Escalators connect the upper and lower levels.

New trends
In parts of Canada, it is now rare for new shopping malls to be built, as outdoor outlet
malls or big box shopping areas known as power centres are now favored, although the
traditional enclosed shopping mall is still in demand by those seeking weather-protected,
all-under-one-roof shopping. In addition the enclosed interconnections between
downtown multi story shopping malls continue to grow in the Underground city of
Montreal (32 kilometres of passageway), the PATH system of Toronto (27 km of
passageway) and the Plus15 system of Calgary (16 km of overhead passageway).

Vertical malls
Due to the high land price in densely populated conurbations such as Hong Kong, and the
higher yield on retail property, the "vertical mall" is common - Times Square is
considered the first of its kind[6]. The concept of the vertical mall departs from the
common western model of the flat shopping mall: space allocated to retail is configured
over a number of storeys accessible by escalators linking the different levels of the mall.
The challenge of this type of mall is to overcome the natural tendency of shoppers to
move horizontally and encourage shoppers to move upwards and downwards[6].

Types of shopping facilities

Big-box store

Strip mall

Plaza

Market

Main street

High street

Town square

Power centre

Lifestyle center

Shopping Malls in Delhi & NCR

NATIONAL CAPITAL REGION
Noida: Sector 18,
Greater Noida: Pari Chowk.
Gurgaon: MG Road.
Ghaziabad: Kavi Nagar.

DELHI
Gold Souk Mall at Delhi
CTC mall at Delhi
Ansal Plaza at Delhi
DLF City Centre at Delhi
East Delhi Mall
Mega Mall
MGF Metropolitan Mall
Pacific Mall
Spice World in Delhi
Centre Stage Mall Delhi
SAB Mall
Sahara Mall
High-End Streets in Delhi NCR & Other States
The prime-selling commercial real estate areas, which also make up the main shopping
places, are as follows:
North: Pitampura, Kamla Nagar.

South: Greater Kailash I & II, M Block Market, Ansal Plaza, South Extension I & II,
Defense Colony, Basant Lok, Saket and Lajpat Nagar.

East: Laxmi Nagar, Preet Vihar.

West: Rajouri Garden, Janakpuri, and Karol Bagh.

Central: Connaught Place.

Upcoming retail projects in (South Delhi & North Delhi)
South Delhi :
Jasola: Splendor, Salcon, Bani, Omaxe, TDI Vasant Kunj (Nelson Mandela Marg): Ambi
Mall & Mall by DLF.
North Delhi:
Pitam pura & Rajouri Garden

GURGAON: RETAIL SPACE IN MALLS

MG Road:

DLF City Center

Mega Mall

Grand Mall

DLF South point

Cyber Green Mall Of India

Orchid Agora

Global Fortune Arcade

MGF Metropolitan mall

MGF Plaza

Sahara Mall

Edmount shopping mall

Arcus Plaza

JMD Regent Arcade,

MGF Metropollis

JMD Regent Galleria.

NOIDA: RETAIL SPACE IN MALLS

Sector 18 is a major retail market of the city, which consists of high street shops as well
as shopping malls.
Noida:

Town square, sector 18

Center Stage Mall

The Great India Place

Gardens Galleria

Amusement Park

NRI City Center

Parsvnath Kaushambi Mall

Parsvnath Arcadia

Parsvnath Plaza

Parsvnath Mall Eighteen

Parsvnath's Shoppers Den

Entertainment city, Sector 18.

Greater Noida: Parsvnath Bibhab Plaza, Omaxe Connaught Place, and Omaxe Arcade
OTHER STATES AND CITIES
Lucknow: Hazratganj, Alambagh, Kapoorthala, Bhootnath and Chock.
Kanpur:
Punjab: Ludhiana (Ferozepur Road), Amritsar, Moga, Zirakpur, Bhatinda, Jalandhar,
Patiala.
Haryana: Sec 16 Faridabad, Ambala, Panipat, Kundli, and Karnal.

Chandigarh: Sector 17, Mohali, Sector 22 & 35, Panchkula, Mani Mazra.
Rajasthan: Jaipur
These are mostly high-street retail markets.

RETAIL SCENARIO IN DELHI & NCR

Delhi, a modern cosmopolitan city, is the best example of a multi-ethnic and multicultural society with an ever-expanding economy. Being the capital city, it has an affluent
population

comprising

cosmopolitan

mix

from

across

the

country.

Delhi is ranked as the second largest market in the country in terms of size and socioeconomic profile and it's steadily increasing quality of life, a booming economy and
consumer market makes it one of the hottest destinations for Retail segment.

Traditionally, Delhi has been one of the leaders in retail activity in the country. Several
large retailers first opened shop in the capital city.

The cash-rich Delhi population is an ideal market for high-end retailers and this explains
the presence of all the premium brands, including Marks & Spencer's, Lacoste, Louis
Vuitton, Nike, Reebok, Wallmart, and McDonald etc in the city. Almost all Indian retail
giants

are

present

in

the

Capital

and

looking

at

expansion.

The traditional prime retail areas in Delhi, including areas like Connaught Place, South

Extension, Greater Kailash, and Vasant Kunj would continue to command high prices due
to lack of fresh supply.

Taking the advantage of shortage of retail space in Delhi, many private developers are
coming up with new retail projects in south and North Delhi. Saket disst center would
cater high end societies in the south and Pitampura's Netaji subhash chander place would
cater mix of high end and middle class societies in North and west delhi.

National Capital Region

Retail expansion in the National Capital Region (NCR) is primarily being planned in the
new malls. An estimated 75 malls would be in place by 2007, all this development is
taking place, keeping the rising demand for real estate by the retail brands. Retail industry
is set to grow by leap and bound by 2010.
It is Gurgaon that has initiated organized retail boom in Delhi and NCR in the
form of malls. Major retail brand presence is along MG Road in Gurgaon and now it has
started spreading across Gurgaon, Sohna road, DLF Phase V are next in the row. Concept
of specialty malls was first introduced in Gurgaon, a few malls such as The Gold Souk
has already come up which houses around 70 retailers and another The Wedding mall is
being built on Sohna Road which will house everything from trousseau to event
managers and jewellery.

In Noida, Sector 18 is the hub of retail activity. Besides the 3,50,000 sq ft

Center stage Mall, which is now operational and the Unitech Entertainment city which is
soon to be operational is likely to give it immense bump in terms of footfall. Presence of

retail giants like Benetton, Adidas, McDonald's, Papa jones, Madura Garment, Bata,
Provouge, Levi's and Reebok makes it imperative for other brand to set up their base at
the same place.

Prospects of shopping malls in India

Global estimates say India will be home to 26.2 million square feet of shopping malls in
2006 and the good news for the people belonging to NCR is that 40% of these will be
concentrated in this region alone.

Introduction of malls has not been able to replace traditional markets, which are still
popular among the pocket conscious people, but has definitely added a new adventure to
the shopping experience. The retail business in India is set to witness heady growth in the
years ahead with the number of shopping malls in Asia's third largest economy rising to a
staggering 358 by the end of 2007, says a study.
The country has some 100 malls now, with the National Capital Region (NCR) and
Mumbai accounting for maximum numbers of the gleaming shopping centres, says a
study by the Images fashion magazine. The retail sector will see over 34 million sq ft of
shopping centre space by the year end, said the report on shopping centre development in
India.
"Performance beyond expectation is all the more significant in the backdrop of adverse
reports and predictions on this sector," said Amitabh Taneja, director (India) of
International Council of Shopping Centres."Based on a complete list of shopping centre
developments taking place across the country, the projection for listed developments by
2007 is 358, with a total built up area of 87.8 million sq ft," he added.

According to Images, there are a total of 96 operational malls in India with a total builtup area of 21.6 million sq ft. The number will rise to 158 malls by the end of the current
year. Organized retailing is projected to grow at the rate of 25-30 per cent per annum to
touch $8 billion by 2005 and $24 billion by 2010, said the Images study.
Investments in the retail sector are estimated at between $400 million and $500 million
over the next two to three years, and over $4 billion by the end of 2010, it added. The
retail industry in India is currently estimated at $205 billion, which is likely to grow at a
rate of five percent per annum in the Coming years.

Emergence of a different Culture

Shopping orientations are related to general predisposition toward acts of shopping. They
are conceptualized as a specific dimension of lifestyle and operationalized on the basis of
activities, interests and opinion statements pertaining to acts of shopping. Efforts have
been made to classify consumers into distinct segments primarily for targeting purposes.
Others developed a three-group taxonomy of shopping orientations -- inactive shopper,
active out-shopper, and thrifty innovator. Lumpkin in studying elderly consumers,
identified three additional distinct segments -- uninvolved shopper, inflation-conscious
shopper, and actively, highly involved shopper.
The word retail means to sell or be sold directly to individuals. Retail is Indias largest
industry, and arguably the one with the most impact on the population. It is the countrys
largest source of employment after agriculture, has the deepest penetration to rural India,
and generates more than 10percent of Indias GDP. However, retailing in India has so far,
been mostly in the hand of small disorganized entrepreneurs.

It is also Indias least evolved industries. In fact, it is not even considered a real industry.
The industry suffers from lack of management talent, poor access to capital, unfavorable
regulation and denial of access to best practices. The Indian retail industry is only now
beginning to evolve in line with the transformation that has swept other large economies.
Fifty years of restricting the consumer goods industry, a national mindset which favored
denial over indulgence, and a fractured supply chain for agricultural products have all
contributed to prevent the development of modern tenants based on scale advancements
and consumer preferences.
India has some 12 million retail outlets, but many of these act merely as
subsistence providers for their owners and survive on a cost structure where labor and
land is assumed to be free and taxes nil. Compare this with the global retail industry,
which is one of the worlds largest organized employers, is at the cutting edge of
technology, and which leverages scale and scope to offer value-added services to its
customers.
However, only recently has there been an awakening in this sector, with more
organized retailers starting to make an impact. The liberalization of the consumer goods
industry, initiated in the mid-80s and accelerated through the 90s has begun to impact the
structure and conduct of the retail industry. Backed by changing consumer trends and
metrics, liberalization in mindsets driven by media, new opportunities and increasing
wealth, retailing in India, presents a vast opportunity for a variety of businesses - real
estate, store design & operations, visual merchandising logistics and communications,

B2C service providers, and FMCG companies who can add to their offers by partnering
this revolution.
The Indian Retailing Industry stands poised to take off into the 21st century. It is
one of the fastest growing sectors in the nation that caters to the world's second largest
consumer market. Retail boom is unabating. India has five million retailers with a
business volume of $180 million growing at 5 to 7 per cent a year. The middle class
drives retailing anywhere in the world and this segment should have reasonable income.
The next driver is availability of variety of goods, products and brands. The third one is
sense of awareness. In other developing economies, this transformation has already
begun. In many of these countries, organized retail already has a 40 percent share of the
market, compared to Indias current levels of 2 percent. As India goes through this
transformation, new businesses with sales of 1billion 2 billion US $ will be created in
grocery and of 250million - 500million US $ in apparel. Smaller but still interesting
opportunities will be created in other sectors like books, electronics, and music.
In the last 10 years, all Southeast Asian countries like Indonesia, Malaysia,
Taiwan and Korea have gone through similar phases. China, with a per capita income of
$650-700 per annum, is going through the same phase what India is also facing now.
Europe went through this phase of retail revolution about 40-50 years ago. It is believed
that when a countrys per capita income reaches the level of $1,200 per annum, organized
retailing begins to takeover. Though India has a per capital income of $ 400, on the basis
of purchasing power parity (PPP) it has already hit the $1200 level. This does strengthen
the belief that probably, the right time for organized retailing to click in India has come.

Overview of the Global Retail Industry

Retail: world largest industry
Retail, with total sales of $ 6.6 trillion, is the worlds largest private industry ahead of
financial industries $ 5.1 trillion. It is also home to a number of the worlds largest
enterprises. Over 50 of the Fortune 500 companies, and around 25 of the Asian top 500
companies, are retailers. The industry accounts for over 8 percent of the GDP in western
economies.
Figure 1
Retail: Largest private industry in the world economy

Retail Consumption areas US $ billion

Existing Companies in the organized

sector

Food Retailing

130

Food Bazaar (Pantaloon) Food World

Subhishka.

Clothing & Apparel

12

Pantaloon Westside, Shoppers Stop

Jewelry, Watches

Tanishq, Titan, Gold Bazaar (Pantaloon)

Home Furnishing

Home Store, Arcus (Pantaloon)

Foot wear

1.7

Bata, Woodland

Beauty Care

3.6

VLCC, Health & Glow

Traditionally, most retailers have had very localized operations. This localized nature of
the industry is changing as retailers face low rates of growth and threatened profitability
at home. New geographies will help them sustain top-line growth as well as permit global
sourcing. Profits in retail have steadily been rising and have generated 18 percent
shareholder returns between 1994 and 1999. Significantly, retail is also one of the worlds
largest employers, accounting for instance 16 percent of the US workforce, Poland 12
percent, China 8percent, India 10 percent and Brazil 6percent. Factors such as scale in
sourcing, merchandising, operational effectiveness and ambience have driven the spread
of organized retail.

Grocery, electronics are examples of categories that compete on the strength of better
pricing, which in turn is driven by superior sourcing and merchandising and cost-efficient

operations. Wal-Mart, Home Depot and Kingfisher are benchmark retailers in these
fields.
In apparel, home furnishings and furniture, the advantage is driven by the marketers
ability to provide better products in a comfortable ambience at affordable prices. In these
cases sourcing capability has to be backed by strong design capability and store
management. IKEA and GAP are good examples of this model of retailing.
Over the last few decades, retail formats have changed radically. The basic department
stores and co-operatives of the early 20th Century have given way to mass merchandisers,
hypermarkets, warehouse clubs, category killers, discounters and convenience stores.
Each of these formats has been driven by marketers need to offer relevant, distinctive
and economic propositions to an evolving consumer base.
Global retailers have also reached a position of strength that enables their brand to be
leveraged across a wide range of services. Many of them have expanded their offering,
over the years to include fuel retail, car retail, convenience services and personal
financial services. This has put them in a position where they are not only beginning to
capture growth from geographical expansion, but are also entering large new areas of
business.
The recent evolution of the Internet has helped further broaden the scope of operations of
large retailers. Further, a large number of retailers are pursuing innovative aggregation
and supply chain-streamlining initiatives using B2B technology.

Top 10 Retailers Worldwide

Rank Retailer

No of stores Sales

Stores

owned
Inc. 4178

in

US$

Millions
$180,787

Wall-Mart

2
3
4

(USA)
Carrefour Group (France) 8130
The Kroger Co. (USA)
3445
The Home Depot, Inc. 1134

$61,047
$49,000
$45,738

(USA)
RoyalAhold

7150

$45,729

6
7

(Netherlands)
Metro AG (Germany)
2169
Kmart
Corporation 2105

$44,189
$37,028

(USA)
Sears, Roebuck and Co. 2231

$36,823

(USA)
9
Albertson's, Inc. (USA) 2512
$36,726
10
Target Corporation (USA) 1307
$36,362
Studies by consulting firms like A.T. Kearney, KSA Technopak, and McKinsey & Co. in
India have indicated a huge potential for retailing in the country. Drawn by the magic
number of Rs 1, 60, 000 crore that is expected to be the size of the retail industry by the
end of the first decade of this millennium, several companies from the organized sector
have also jumped into the fray.

This brings to broadly identify and categorize the types of retail Business , which are
defined as follows:

1. Store Retailing
2. Non store Retailing

Types OF Retail Business

1- Store Retailing
Store retailing provides consumers to shop for goods and services in a wide variety of
stores and it also helps the Consumers to get all the needed goods and services from one
shop only.
The different types of store retailing are given below:
These stores focus on leisure tastes of different individuals. They have a narrow product
Specialty Stores :
line with deep assortment such as apparel stores, sporting goods stores, furniture stores,
florists and bookstores. These stores are usually expensive and satisfy the needs of
selected consumers who have liking or preference for exclusive things.

Departmental Store :
These stores are usually built in large area and keep variety of goods under one shed. It is
usually divided into different sections like clothing, kids section, home furnishings,
electronic appliances and other household goods. In a departmental store a consumer can
buy variety of goods under one shed.
Super market :
These stores are relatively large, low cost, low margin, high volume, self service
operations designed to serve total needs for food, laundry and household maintenance
products. Supermarkets earn an operating profit of only 1 percent on sales and 10percent
on net worth.
Convenience Stores :
These are relatively small stores located near residential area, open for long hours seven
days a week, and carrying a limited line of high turnover convenience products at slightly
higher prices than departmental stores. Many such stores also have added takeout
sandwiches, coffee and pastries.
Off - Price Retailer:
These stores sell goods at low price with lower margins & higher volumes. These stores
sell goods with deteriorated quality. The defects are normally minor. This target at the
persons belonging to the lower income group, though some have a collection of imported
goods aimed to target the younger generation. The company owned showroom selling the
seconds products is a typical example of off - price retailer.

Discount Store :
These stores sell standard merchandise at lower prices by accepting lower margins and
selling higher volumes. The use of occasional discounts or specials does not make a
discount store. A true discount store regularly sells its merchandise at lower prices,
offering mostly national brands, not inferior goods.
In recent years, many discount retailers have traded up. They have improved decor,
added new lines and services, and opened suburban branchesall of which has led to
higher costs and prices and as some department stores have cut their prices to compete
with discounters.
Not only that, discount stores have moved beyond general merchandise into specialty
merchandise stores, such as discount sporting goods stores, electronics stores, and
bookstores.
Catalog Showroom :
Catalog showrooms generally sell a broad selection of high-markup, fast-moving, brandname goods at discount prices. These include jewelry, power tools, cameras, luggage
small appliances, toys, and sporting goods. Catalog showrooms make their money by
cutting costs and margins to provide low prices that will attract a higher volume of sales.
Catalog showrooms have been struggling in recent years to hold their share of the retail
market.

Major Formats of Retailing

Major formats of In-Store Retailing have been listed in Table given below:
Format
Branded Stores

Description
Exclusive showrooms

The Value Proposition

either Complete range available

owned or franchised out by a for a given brand, Certified

Specialty Stores

manufacturer.
product quality.
Focus on a specific consumer Greater choice
need; carry most of the brands consumer,

to

the

comparison

available.

between brands possible

Department Stores Large stores having a wide One stop shop catering to
variety of products, organized varied consumer needs.
into different departments, such
as

clothing,

house

wares,

furniture, appliances, toys, etc.

Supermarkets

Extremely

large

self-services One stop shop catering to

retail outlets.
Discount Stores

varied consumer needs.

Stores offering discounts on the Low prices.

retail price through selling high
volumes

Hyper-mart

and

reaping

the

economies of scale.
Larger than a Supermarket, Low prices, vast choice
sometimes with a warehouse available including services
appearance, generally located in as cafeterias.
quieter parts of the city

Convenience Stores Small

self-service

formats Convenient location and

located in crowded urban areas.

Shopping Malls

extended operating hours.

An enclosure having different Variety of shops available

formats of in-store retailers, all close to each other.
under one roof.

2- Non-store Retailing
It is another type of retail Business . Different types of non-store retailing are given
below:
Direct Selling :
Direct selling which started centuries ago with itinerant peddlers has burgeoned into a $9
billion industry, with over 600 companies selling door to door, office to office, or at home
sales parties. A variant of direct selling is called multilevel Business , whereby companies
such as Amway recruit independent businesspeople who act as distributors for

their products, who in turn recruit and sell to sub distributors, who eventually recruit
others to sell their products, usually in customer homes.

Direct Business :
Direct Business has its roots in mail-order Business but today includes reaching people in
other ways than visiting their homes or offices, including tele Business , television direct
response Business , and electronic shopping.
Automatic Vending
Automatic vending has been applied to a considerable variety of merchandise, including
impulse goods with high convenience value (cigarettes, soft drinks, candy, newspaper,
hot beverages) and other products (hosiery, cosmetics, food snacks, hot soups and food,
paperbacks, record albums, film, T-shirts, insurance policies, and even fishing worms).

Organized Retail Formats in India

Structure of the retailing industry according to ownership patterns:

An unaffiliated or independent retailer

A chain retailer or corporate retail chain

A franchise system

A Leased Department (LD)

Vertical Business System

A new entrant in the retail environment is the 'discounter' format. It is

also is known as cash and-carry or hypermarket. These formats usually work on bulk
buying and bulk selling. Shopping experience in terms of ambience or the service is not
the mainstay here. RPG group has set up the first 'discounter' in Hyderabad called the
Giant. Now Pantaloon is following suit.
Two categories of customers visit these retail outlets.
1. The small retailer. For example, a customer of Giant could be a dhabawala who needs
to buy edible oil in bulk.
2. The regular consumer who spends on big volumes (large pack sizes) because of a price
advantage per unit.
Some of these are listed in Table below :
Retailer
Shoppers' Stop
Ebony

Crossword
Pyramid
Pantaloon
Subhishka

Current Format
Department Store
Department Store

New Formats
Quasi-mall
Quasi-mall, smaller outlets, adding

Large bookstore
Department Store
Own brand store
Supermarket

food retail
Corner shops
Quasi-mall, food retail
Hypermarket
Considering moving to self service

Vitan
Foodworld
Glob us
Bombay Bazaar
Efoodmart
Metro
S Kumar's

Supermarket
Food supermarket
Department Store
Super market
Food super market
Departmental store
Departmental store

Suburban discount store

Hypermarket, Foodworld express
Small fashion stores
Aggregation of Kiranas
Aggregation of Kiranas
Cash and carry
Discount store

Retailers are also trying out smaller versions of their stores in an attempt to reach a
maximum number of consumers. Crossword bookstores are experimenting with
Crossword Corner, to increase reach and business from their stores. FoodWorld is
experimenting with a format of one-fourth the normal size called FoodWorld Express.

International players

International Players

Retail Ventures In India

Landmarc Group, Dubai

Metro, Germany
Shoprite, South Africa
Nanz, Germany
Marks & Spencer, UK
Mango, Spain
McDonalds, USA
Dominos USA
Tricon Restaurant, USA

Lifestyle Chain of Departmental Stores

Hypermarket
Supermarket, Hypermarket
Supermarket
Apparel Retailer
Apparel Retailer
Food Retailer
Food Retailer
Food Retailer

CURRENT SCENARIO IN INDIA

The mall development in India is at the acceleration at stage. From 25 operational malls
in 2003, the country is expecting to have over330 malls by 2007. However, he spread of
the locations is not even throughout the country. The following figure shows the zone
wise distribution in India.

DISRIBUTION OF MALLS SPACE ACROSS ZONES BY 2007

north zone

10%
39%

33%

south zone
west zone

18%

east zone

more worrisome aspect is the concentration of malls in some locations like NCR region,
which had 20 malls in operation by 2005 and has 35 malls in various stages of
development till date. The success of the first few malls encouraged real developers, of
all hues and colors, to jump onto the mall-bandwagon. Retail development seemed as the
next money-spinner, better than residential or office-space development. Most of the
developers joined in sans the required planning and a clear understanding of the concept
of mall management.

SAHARA MALL
MEHRAULI, GURGAON ROAD
GURGAON -122002

Sahara Mall was launched in March 2001. It's spread over 3.89 acre on the main
Mehrauli-Gurgaon road. Sahara Mall, Gurgaon is famous for Haldiram food joint
and the Big Bazaar retail store, these were the two primary stores and restaurants that
opened up with Sahara Mall. It has recently added PVR Cinemas on its top floor.
Sahara Mall is also famous for Odyssey, a restaurant and bar. The parking space is pretty
good and Sahara Mall allows parking on the ground level as well, which is pretty unlikely
on other malls as the ground level parking appears mostly dedicated to the store owners
and mall management.
view."

This is India's first Brand Super Mall launched in March 2001 spread over 3.89 acre on
the main Mehrauli-Gurgaon road. It comprises company owned brand outlets and flagship
stores promising complete range of products and latest offerings. A Shopping Mall that has
set new standards in contemporary design and latest facilities making it one of the most
preferred shopping zones for the consumers, with international class retailing environment.
From ground floor to the third floor there is an array of international brands witnessing the
paradigm shift in Indian habitats. The grand atrium welcomes the customers & invites them
to experience a world of class & lavishness. From scintillating jewellery to glamorous
apparel stores all are there. Pantaloons, Raymonds, Lotus feet, Zaveri, Tanishq, Big Bazaar
etc. offer biggest scope to explore the world in the limited boundaries of Sahara Mall.

The most reputed food chains like Ros Thai, Pizza Hut, Arogyam, Tangerine, Crave,
Odyssey, Haldiram etc. find best location in Sahara mall. Matching the occupants it has
been built with full dignity & grace. The faade has been expertly designed by W.S.
Atkins, global leader in architecture and engineering consultancy. The construction is
done by the renowned firm M/s Larsen & Toubro - E.C.C. Division. For managing the

overall mall, services of renowned firm Chesterton Meghraj have been taken. The events
organized in the mall are done with the professional assistance of Even Inc. The
enormous parking is looked after by Interpark ICS. There is also a multiplex for
recreational and leisure activities. Therefore, it's a heaven for not only the cine-buffs but
also for those who find solace in entertainment of all sorts. The latest and the classics are
what the viewers find irresistible in this multiplex. All construction is done resistant to
earthquake by following norms of BIS at one level higher seismic zone than in which
Gurgaon is located.
This is Indias first Brand Super Mall launched in March 2001 spread over 3.89 acre on
the main Mehrauli-Gurgaon road. Created with a project worth of Rs.13814.5 lac, the
mall comprises company owned brand outlets and flagship stores promising complete
range of products and latest offerings. A shopping mall that has set new standards in
contemporary design and latest facilities making it one of the most preferred shopping
zones for the consumers, with international class retailing environment.
From ground floor to the third floor there is an array of international and national
brands including Pantaloon, Big Bazaar, Airtel, L.G., Cafe Nescafe, Nakshatra, Archies,
Planet-M, Hallmark, Effinity, Haldirams, Panjabi Tadka, Ros Thai, Tangerine, Crave and
Odyssey. The grand atrium welcomes the customers and invites them to experience a
world of class and lavishness.

Matching the occupants it has been built with full dignity and grace. The renowned firm
Chesterton Meghraj has taken the responsibility of managing the mall

Sahara Ganj is buzzing with activity these days. On average 10,000 people are visiting
the mall on week days and 20,000-25,000 on weekends. Spread over 425,000 square feet
of covered area and with average lease rate of Rs 100 per square feet and premium space
commanding a maximum of Rs 250 per sq ft, the mall is totally leased out, according to
the company. Some big brands like Big Bazaar and McDonald's have already made their
initial bucks. In fact, Big Bazaar is spread over 25,000 sq ft on three floors. Pantalooon,
Guess, Marks & Spencer are next on the list.
Located close to the city's most happening though crowded area, Hazrat Ganj, the mall is
a pleasant deviation from the traditional chikan work, mom & pop stores, restaurants and
sweet shops that dominate the area. And for the city's nouvea riche heading to Delhi or
Mumbai every now and then to shop for their favourite brands, Sahara Ganj has come as
a breath of fresh air. According to Sunder Lal, senior advisor, Sahara India Parivar,
aclosely associated with the project, Sahara Ganj marks a remarkable transition.
"Lucknow is witnessing a high level of consumer spending owing to an upsurge in
disposable income and the retail boom has caught on heavily," says Lal.

ANSAL PLAZA
HUDCO PLACE, KHEL GAON MARG
ANDREW GANJ (NEW DELHI)-110049

A part of HUDCO Place built on 35 acres of land, Ansal Plaza is a shopping complex
situated near South Extension, one of the posh markets of rich South Delhi. The Plaza
complex competes with the best international shopping complexes in the world in its
architectural splendor, aesthetic details and shopping experience. A perfect hangout
destination, it is built in a circular fashion around an amphitheater with a center stage.
Different cultural functions are organized here from time to time such as fashion shows,
live band performances and performing arts to promote the retail area. One can access
the retail floors of the complex through lifts and escalators.
The 45-feet high atrium with a French glass curtain wall that filters out
ultraviolet and other harmful radiation is visually appealing. The second and third
floors of the complex house corporate offices and are accessible through elevators. The
twin-level basement car parking area can accommodate 700 cars while another 300 cars
can be parked on the ground level. There are water cascades and fountains all around
and corridors, passages and lobbies of the complex are laid with granite and marble
combination flooring. Smoking is not allowed here. Easy accessibility, environmentfriendly design and ample infra-structural facilities make Ansal Plaza, the best shopping
complex in Delhi.

Ansal Plaza - the first world-class shopping mall in Delhi at Hudco Place, Khel Gaon,
New Delhi - 110 049, India - has completed five rocking years of new age shopping. Not
to forget, all the music shoes, art exhibitions, poetry sessions, fashion shows etc. that
Ansal Plaza organised to make shopping experience of shoppers that much more exciting.
Aesthetically designed, Ansal Plaza is a magnificent piece of contemporary architecture
beautifully landscaped with greenry and fountains. Situated in the heart of Delhi, it's an
established shopping destination and has emerged as major landmark. In fact, being the
pioneering mall of Delhi, it lives up to the shopper's expectations in very many days.
The mall Modern technology has made the shopping spaces airy, light and easy to
navigate. Everything is designed to pamper the shopper, with super brands. Complete
with an offers a climate-controlled environment that took the drudgery out of shopping.
amphitheater, a shopping complex, twin level parking, and best of the brands, this is one
place where the entire family can come.

SHIPRA MALL
SHIPRA SUN CITY, INDIRAPURAM
GHAZIABAD-201012

Shipra Mall the largest mall in NCR inspired by classical Roman-style

architecture. Situated at Indirapuram, with 4.5 lakh sq. ft of total area and an investment
of about Rs. 90 crores, The Shipra Group was incorporated in 1987 by business
entrepreneur, Shri Harpal Singh .
Shipra Mall commits to offer a unique shopping experience and
entertainment. The mall has been designed as a one-stop-destination for entertainment
and leisure. Its state-of-the-art 3 Screen Multiplex, 'Just About Movies' (JAM) has one of
the widest and the largest screens in India.
The new Shipra Mall has taken retail to a mega scale. With a total area of 4,50,000
sq ft comprising of 3,60,000 sq ft of retail space, Three New Generation of Cinemas,
17,000 sq ft of Kids Zone, 15,000 sq ft of Food Court, Amphi Theatre & parking for 1000
cars. 80 percent of mall space has already been leased out to retailers like Shoppers Stop,
Globus, Food Bazaar, Fashion Station etc. The mall has been designed with twin atriums
for better space and visibility for the retailers and free flow for shoppers.
JAM Multiplex :
The new Shipra Mall has taken retail to a mega scale. With a total area of
4,50,000 sq ft comprising of 3,60,000 sq ft of retail space, Three New Generation of
Cinemas, 17,000 sq ft of Kids Zone, 15,000 sq ft of Food Court, Amphi Theatre &
parking for 1000 cars. 80 percent of mall space has already been leased out to retailers

like Shoppers Stop, Globus, Food Bazaar, Fashion Station etc. The mall has been
designed with twin atriums for better space and visibility for the retailers and free flow
for shoppers.

U - The Fun Place for Kids

U is being designed keeping in mind the young ones from 2yr old to 16yr old and for the
young at heart too. The name U donates Universal. The area is of approximately 17000
sq. feet that has areas that engage and entertainment.
Trained staff especially kept from those times that bring happiness for all. The marketing
team will make sure that the activities will go all year around and enhance the IQ of the
kids with the element of Entertainment.
SHIPRA Mall in Ghaziabad (Delhi-NCR) will now be the largest outdoor site in the
country. The Rs 200-crore real estate player Shipra Group has introduced high-resolution
lens based PANI projection technology that would convert the three sides of the mall into
an advertising platform. The entire outer surface of the mall building of 5,200 square
metres will be sold to advertisers and the fees would depend upon the time slot for the
advertisement. Since it involves lighting up the walls, the medium would be effective
from 6.30 p.m. onwards.
The Shipra Group was incorporated in 1987 by business entrepreneur, Shri Harpal Singh.

DLF MALL,
GURGAON

Gurgaon is set to get the mother of all malls a humungous 40-lakh sq ft sprawling
property that is being touted by its developer DLF Universal as the biggest mall of the
world. The average size of malls here is 2.5 lakh sq ft; this will be 16 times bigger. The
mall - christened Mall of India - will be spread over 32 acres and will have parking
space for 10,000 cars.
But DLF is unfazed. It says Gurgaon with so many malls will soon develop as a mega
shopping district in the NCR region.
DLF spokerperson Kajal Aijaz said the biggest now is Mall of America in Minneapolis
which has a covered area of 38 lakh sq ft, followed by a mall in Shanghai which is 30
lakh sq ft. Mall of India would be bigger than these, she said.

About DLF City Centre mall

Built by DLF group, an example of good architecture and ambiance, this mall opened in
the winters of 2001. It has more than 127 different stores on four different levels of its
building. Primary stores include Lifestyle stores, Maspar, Pizza Hut, Ruby Tuesday and

Mehrasons Jewellers. This mall has DT Cinemas multiplex with 4 screens that feature
both Hindi and English movies, DT Cinema has been one of the major attraction in DLF
City Centre. The major attraction of DLF City Centre mall is Lifestyle stores which has a
variety of product lines for different age groups. People might differ in their opinions but
DLF City Centre holds a great reputation and credibility among all the malls in Gurgaon.
Mainly because it was the first mall to have opened in Gurgaon or New Delhi NCR
region for that matter.
DLF City Centre is the mall that gave the people of Gurgaon the taste of American mall
culture which further lead to change in outlook for people of Gurgaon and New Delhi
about malls. Till date they have been able to manage the same level of reputation and
credibility. However, just like other malls, DLF City Centre mall has the problem of
parking space. It is nearly impossible to think to get a parking space in this mall
especially on weekends. You should not miss the singers and orcestra that is a latest
addition in DLF City Centre mall.
Major DLF City Centre attraction:

Lifestyle Stores, Mehrasons Jewellers, DT Cinemas

Location: Mehrauli-Gurgaon road
Parking facility: Has two levels basement and front parking (very chaotic on weekends).
Number of stores: 127 till last count.
Accessibility: Moderate (less number of lifts and escalators compared to stores)
DLF Grand mall is prominently located close to the junction of Mehrauli - Gurgaon and
Faridabad - Gurgaon Road. Designed by the renowned architect Hafeez Contractor, it is a
prime example of superior design and efficient space planning besides a stunning glass
facade. Tata Westside is the anchor store coupled with brands like the Landmark Book
Store, Magpie, Noritake, X-Box to name a few. The convenience factors like adequate
number of service and freight lifts, easy access to multi-layered parking, centrally airconditioned climate control, assured power supply through 100% power backup, fire
detection and protection system are aptly incorporated in the shopping mall.

Pacific Mall , Anand Vihar

Delhi border GHAZIABAD-201003

In is big mall. It is situated at Anand Bihar bus station main road(delhi border)
Ghaziabad. Its owner is Mr. Mohit Jindal who has many cinemas in may cities. It was
inaugurated on 26 November 2004.
In this mall there are many retail outlet as Pastry outlet, PVF restaurant, readymade
Garment shop, Spenser, Pantaloon, woodland, liberty, food bazaar and so many
outlets etc. They are providing lift for Europe class as a unique facility at present, but
they want some additional features in this mall i.e. (future plan of movie world)

Good eating joints

More game for the Kids

Good clothing outlets of good brand.

They attend app. 2000 customer on weekend. And about 1000 on other days. Mall is
well maintained and properly built. It has car-parking facility of 300 in addition two
wheelers parking in the basement. It has imported screen prospector.

FACILITIES

WHICH

ARE

PROVIDED

GENERALLY ARE:

3 Screen cinema hall

Centralized AC.

Good Infrastructure

Branded Restaurants

Kids Zones

Automatic stairs (upwards and downwards stairs)

McDonald and Pizza Hut

Courteous staff

BY

ALL

MALLS

Objectives
The first step in any Marketing Research project calls for the researcher to define the
project scope and then define the problem carefully and formulate the research objective.
In an old age says, A well defined problem is half solved.

Primary Objective:

To examine customer satisfaction regarding shopping malls.

To analyze those factors which influence the buying pattern of Consumer in

different Shopping malls?

Secondary Objective:

To find out the perception of customer towards malls.

To understand the factors that influence shoppers to visit organized retail outlets.

To Study the profile of the consumer visiting shopping malls with their motives

RESEARCH METHODOLOGY
Research methodology is a systematic way, which consist of series of action or steps
necessary to effectively carry out research and the desired sequencing of these steps. The
marketing research is a process of involves a number of interrelated activities which
ovrlap and do rigidly follow a particular sequence.

Research plan :
Researh plan is no specific fir all types of research. Its decided depending upon the
nature of the problem. It can be exploratory and descriptive.
To Study the consumer behavior and experience about shopping malls is a
descriptive research. It include the following :
1- Data Collection
2- Reseach Instruments
3- Sampling Plan

DATA COLLECTION
The researh involves gathering Primary as well as Secondary data.
Primary data :
The primary data are those data which are collected afresh and for the first time and
happen to be original in character. A survey was conduct or gather primary data from the
market.
The primary data is to be collected by structured questionnaire at differnet
shopping malls to the consumers.

Secondary data :
Secondary data are those data have already been collected by someone else and which
already had been passed through the statistically process.
The secondary data to be collected for the study by

Newspapers, Magazines, Journals and Books.

By internet websites.

RESEARCH INSTRUMENTS

In marketing research the main research instrumet used to collecting the pramary data is
the qestionnaire.

Structured Questionnaire
A questionnaire consists of number of questions printed or typed in a definite order or set
of forms. It is the set of questions printed presented to the respondents for their answer. It
may be open ended and close ended. For this research a set of the qestionnaire is used to
gather the information on the consmer buying behavior and their perception towards the
shopping malls.

SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample from a given population. It
refers to the technique or the procedures adopted. In selecting items for the sample. The
main constituents of the sampling design below

Sampling unit

Sample size

Sampling procedures

For consumer survey :

SAMPLING UNIT :
A sampling framework i.e. developed for the the target population that will be sampled
i.e. who is to be surveyed
Sample unit : Consumer
SAMPLE SIZE :
It is the substantial portions of the target population that are sampled achieve reliable
results.
Sample size : 100
Sample Area
mall.

Sahara mall, Shipra mall, Ansal plaza mall, DLF mall and Pacific

Research Design :
In my study, descriptive research design are used because it provides information in a
described manner which is relevant to a research project. In this research design the
objective of the study is clearly defined and have accurate method of mesurment with a
clear

cut definition. It was decided that the right mode of approach could be a

combination of surveys which is a mix of exploratory and descriptive research

SAMPLING PROCEDURE :
The procedure to choose the respndents to obtain a representative sample a non
probability sampling technique is applied for the target market.
In this type of sampling, items for the sample are selected deliberately by the
resercher. His choice concerning the items remain supreme. In other word, under nonprobability sampling the organisers of the inquiry purposively choose the particular units
of the universe for constituting a sample on the basis that the small mass that they so
select out of huge, one will be typical or representative of the whole.
The questionnaire was distributed among 100 respondents who were from
different age groups and income brackets. The procedure for sampling involved
convenience and judgment. AREA COVERED :
These are the places. Where I have collected data related to my research report:

Delhi

Ghaziabad

Noida AND

Gurgaon

Data Analysis conducted by the survey :

Sample Unit Customer

Sample Size 100

Q.1-Gender ratio visit in shopping malls ?

RESPONSES

NO OF RESPONDENTS

PERCENTAGE

Male
Female
Total

60
40
100

60%
10%
100%

Interpretation
Gender ratio about malls:

60 % male visit the malls and 40 % female visit the malls

Q.2- What is your occupation ?

RESPONSES
Professional
Student
Businessman
Total

NO. OF RESPONDENTS
25
60
15
100

PERCENTAGE
25%
60%
15%
10%

Interpretation

25% visitors are professionalss

60% visitors are students

15% visitor are businessman

Q.3-Which place malls you mostly prefer in NCR ?

RESPONSES
Ghaziabad
Noida

NO OF RESPONDENTS
25
40

PERCENTAGE
25%
40%

Delhi
Gurgaon
TOTAL
Interpretation

25
10
100

25% customer visited Ghaziabad malls

40% customer visited Noida malls

25% customer visited Delhi malls

10% customer visited Gurgaon malls

25%
10%
100%

Q.4- How much money you spent for visiting the malls? (In Rs.)

RESPONSES
Upto 200
201- 1,000
1,001- 5000
Above 5,001
TOTAL

NO OF RESPONDENTS
40
32
21
7
100

PERCENTAGE
40%
32%
21%
7%
100%

Interpretation :

Money spent in the mall on a visit,

40 % customer spent up to Rs. 200 on an average visit of the malls

32 % customer spent Rs. 200 - 1000 on an average visit of the malls

21 % customer spent Rs. 1000 - 5000 on an average visit of the malls

7 % customer spent Above Rs. 5000 on an average visit of the malls

Q. 5- When do you go to the mall?

RESPONSES
ONCE IN A MONTH
TWICE IN A MONTH
OCCASIONALLY
TOTOL

NO. OF RESPONDENTS
30
10
60
100

PERCENTAGE
30%
10%
60%
100%

Interpretation:

Consumers are going in Malls:

Once in a month: 30% of the consumer

Twice in a month: 10% of the consumer

Occasionally: 60% of the consumer

Q. 6- Why do you go for mall?

RESPONSES
ENTERTAINMENT
SHOPPING
RESTAURANT
OTHERS
TOTAL

NO OF RESPONDENTS
25
40
25
10
100

PERCENTAGE
25%
40%
25%
10%
100%

Interpretation:

For entertaintment: 25% of consumer

For shopping mall: 40% of consumer

For Fooding: 25 % of consumer

For other purpose: 10% of consumer

Q.7- What factors attract you to enter in the mall ?

RESPONSES
INFRASTURUCTURE
PRICE
SERVICES
OTHERS
TOTAL

NO OF RESPONDENTS
35
25
25
15
100

PERCENTAGE
35%
25%
25%
15%
100%

Interpretation:
Factor attract to customer for a mall:

Infrastructure attracts : 35% of the consumer

Pricing attract

: 25% of the consumer

Services attract

: 25% of the consumer

Other factor

: 15% of the consumer

Q.8-Are you Satisfied with goods price of the malls ?

RESPONSE
YES
NO
TOTAL

NO. OF RESPONDENTS
55
45
100

%
55%
45%
100%

Interpretation:
Consumers satisfaction with price of malls:

Consumers are satisfied: 55% of consumer are satisfied

Consumers are not satisfied: 45% of consumer are not satisfied

Q.9- Do you wants games for children in Shopping malls ?

RESPONSE
YES
NO
TOTAL

NO OF RESPONDENTS
60
40
100

%
60%
40%
100%

Interpretation:

CONSUMER WANTS GAMES IN MALLS

100

40

80

NO

60

YES
60

40
20
0

Consumer wants Games in malls for children satisfaction with price of multiplex:

Consumers want: 60% of the consumers wants.

Consumers do not want : 40% of the consumer dont want

Q.10- Which Factor do you consider while purchasing from malls?

RESPONSES
BRAND NAME
PRICE
QUALITY
OTHERS
TOTAL

NO OF RESPONDENTS
27
55
13
5
100

Interpretation:
Factor consider while purchasing.

27% customer consider brand name

55% customer consider price

13% customer consider quality

5% customer consider other things.

Q.11- What you purchases mostly from malls?

PERCENTAGE
27%
55%
13%
5%
100%

Apparel

32

Accessories

24

Utility

24

Jewellery

Cosmetics

12

Books

Consumer durables

Interpretation:

Purchase made by the customer from the malls

32% customer purchase apparel

24% customer purchase accessories

24% customer purchase utility

No one customer purchase jewelry

12% customer purchase cosmetic goods

3% customer purchase books

5% customer purchase consumer durable goods

Q.12-You find the goods and service in malls , which you wants ?
RESPONSE

NO. OF RESPONDENTS

YES
NO
TOTAL

Interpretation:

60
40
100

60%
40%
100%

Consumers satisfaction with price of malls:

Consumers are satisfied: 60% of consumer are satisfied

Consumers are not satisfied: 40% of consumer are not satisfied

FINDINGS

1. Most of customer visit in shopping for the entertainment.

2. 45% of respondents are not satisfied with the price of malls services.
3. Customer prefer to purchase from outside retail outlets.
4. Customers find the games for their childrens in the shopping malls.
5. Customers find the variety of different variety in thw shopping malls.
6. Most of the visitors are the professionals.
7. Male mostly visit the malls as campare to the female.
8 .Many malls have wide scope as compare to outlets of other malls.
9. Customers find the so many retail outlets in the malls.
10. They find the different brand of the products in the shopping mlls.
11. Customers find multiplex,fungames, foodings and clothing retail
outlets.

SUGGESTION AND
RECOMMENDATION

Consumer should be provide free drink water.

In malls every thing should be provided to customer viz. sports goods outlets,
cyber caf, computer retail outlets, home appliances show room or outlets.

Segmentation should be according to income class.

Parking space should be wide.

Malls should be situated in non-residence or non- traffic area.

Owners should try to keep their price limit low because 45% of customers are not
satisfied with the price of malls services.

Brand the store:

Branding the store will increase volume and enhance customer loyalty. Branding is
critical to maintaining competitive differentiation in an increasingly challenging retail
environment. However, the brand needs to be clearly communicated to the customer.

Develop private label brand:

Private labels act as margin generators, increasing sales volume by positioning the
label as providing higher perceived value to consumers. In the long run, they also
increase the retailers bargaining power with national brand suppliers. Private labels

generate customer loyalty by providing exclusive products, which works towards

differentiation strategy, much sought after by the retailers.

LIMITATION

Owners are not interested to provide information of question such as their profit
and funds needed to investment.

Consumer cannot justify that which one is most preferred by them.

Time was limited to collect the data.

Some consumers till not visited any mall. So it creates problem to analyze the
data accurately.

Consumers and owners feel hesitate to provide information.

Consumer do not have time to respond.

CONCLUSION
According to my study of malls under the topic Consumer preference and
satisfaction regarding shopping malls in NCR region.

In this research project we have to find out that consumer awareness

regarding shopping malls, analyze those factors which influence the customer buying
behavior in the shopping malls, examine the consumer perception regarding to the malls.

In the project report we conduct the consumer survey regarding preference

and satisfaction about the shopping malls. And survey is based on the questionnaire
which is fill up by the customer. For the survey we target the consumer from different
place where the shopping malls are situated and the sample size is 100 , Noida, Delhi
Ghaziabad, and Gurgaon areas are covered in this research project . And convenience &
exploratory sampling method are used for the survey. Mostly convenience sampling is
used in the research project.
From the analysis of the data received by the customer it is found that,

Consumer prefers to purchase from outside retail outlets.

Most of the customer are not satisfied the price of the shopping malls.

Consumers are very aware about the shopping malls in NCR region .

Respondents especially price sensitive and with disposal income less than 15.000
prefer less to shop.

I also found that in our study the awareness of malls is increasing especially in
metros like Delhi, Mumbai, Kolkatta, Banglore, Chennai, Faridabad, Ghaziabad,
Noida and Gurgoan. Now a days the middle class is starting to taking interest in
the malls, entertainment and shopping and so on. According to my study high
income profile persons like to go malls. Another aspect is only urban belonging
persons prefers to go to malls and also consumer prefers to purchasing from
outside retail outlets. Owners do not have strong intelligence.
The National Capital Region (NCR) has emerged as the epicenter of the mall

boom with about 100 malls planned for Delhi and its suburbs in the next three years.
Conservative estimates suggest that at least 300 malls will enter the market by the end
of this year. Retail consultancy firm KSA Techno park says this no. will treble in 2010.
This is because many real estate companies from abroad will be joining the market. For
example, Middle East-based Emaar properties have announced that the company would
open at least 100 malls in India. Malls like East Delhi Mall (EDM), Pacific Mall, Ansal
Plaza, Galaxy, Waves Kaushambi, Shipra, Parsvanath MMX, Paradise Arcade and
Majestic Arcade are part of this crowd in Delhi and NCR.
India has the scale and the potential to transform itself into a retail powerhouse. It has
been rated as the fifth most powerful and most attractive emerging market for retail
globally. Over the next five years the market is certain to evolve significantly and we
shall see growth of a few retailers beyond the Rs 1000 crore turnover (USD 230 million),
with significant expansion in network size.

SCOPE OF THE STUDY

The study of conducting research on Consumer Perception And Satisfaction

Regarding Shopping Malls in NCR Reigon are following

It can be help to provide the information to the retailer regarding

location, price, infrastructure and ambience.

It can be help to find out theawareness of the customer about malls.

It can be help customer satisfaction regarding malls.

It can be help the consumer regarding price and quality.

It can be help in the visiting pattern of the customer.

It can be help to perception ot the customer about the particular

malls.

It can be help to influence the purchsaing pattern of the customer.

QUESTIONNAIRE FOR CONSUMERS

Dear Sir/Madom I am conducting a survey on Consumer preference regarding Shopping

Malls. May I have five minute of yours to help me fill up the questionnaire.
Personal Information
Name : ..

Age : .....

Profession : ...

Gender : .

Address : ...

1. Gender ratio visit in shipping malls?

Yes

( )

No

( )

2. What is your occupation ?

Business man ( )

Service man ( )

Student

Other

( )

( )

3.Which place malls you mostly prefer in NCR ?

Ghaziabad

( )

Delhi

( )

Gurgaon

( )

Noida

( )

4.How much you spend on an average on your per visit to shopping malls ?

Up to Rs. 200

( )

Rs. 201-500 ( )

Rs. 501-2500

( )

Rs. 2500 and above ( )

5. When do you go to the shopping malls ?

Occasionally
With family

( )
( )

with friends

( )

Other

( )

6. Why do you go for mall?

ENTERTAINMENT ( )

FOODING

( )

SHOPPING ( )

other

( )

7. What factors attract to you to enter in the mall?

Infrastructure

( )

Price ( )

Service

( )

other ( )

8. Are you satisfied with good price of a malls?

Yes

( )

No ( )

9. Do you want games for children in malls?

Yes

( )

N0

( )

10. Which factor do you consider while make purchasing for malls?

Price
Quality

( )
( )

Brand Name ( )
Other

( )

11. What you purchases mostly from malls?

Apparel ( )

Utility ( )

Jewelery ( )

Accessories ( )

Cosmetic ( )

Books ( )

Consumer durable ( )

12 . You find the goods and services in malls, which you wants ?
Yes

( )

No

( )

BIBLIOGRAPHY

BOOKS

Kotlar Philip, Marketing Management, New Delhi, Vikas Publication House, XI

Edition

Kothari C.R., Research Methodology , New Delhi, Vikas Publication House, XII
Edition.

Vervan Ivan, Retail Management

JOURNAL

Alfred W. Hubbard, Phrasing Question, Journal of Marketing (15 July 2005)

American Telephone and Telegraph Company, 2 sep,1987.

Investment In Malls The Economic Times, New Delhi, 11 September 2004,

Growth of Malls, The Hindustan Times, New Delhi 15Feb, 2005,P-8.

WEBSITES

www.google.com

www.indianmalls.com

www.infoshop.com,

www.equitymaster.com

www.fastmoving.co.za

Magazines, Reports and News paper:

Marketing Mastermind, Business today, Economic Times, ET knowledge series,
Changing gears - Retailing in India, Business Today, Pantaloon - Rajah of retail, march
13 -15 USP age Magazine

RETAIL SCENE IN INDIA

SSSs India has some sometimes been called a nation of shopkeepers. This epithet has its
roots in the huge number of retail enterprises in the country totaling 12 million, about 78
percent of these are small family owned businesses utilizing only household labour. even
among retail enterprises that hire workers the bulk of them hire less than 3 workers
.Indias retail sector appears backwards not only by standards of industrialized countries
but also in comparison to several other emerging markets in Asia and elsewhere. There
are only 14 companies that run departmental stores and mere two with hypermarket
operations. While the number of businesses operating supermarkets is higher ( 425 in
2004 ) most of these had only 1 outlet, the number of companies with supermarket chains
was less than 10.