INTRODUCTION

The Study is to analyse the retailer’s perception towards the support of Hi-Lite management on
achieves business excellence and to identify the satisfaction level of retailer’s in the mall.The
study is to analyse the effect of sales on consumer purchase intent,by assessing the satisfaction
level of retailers . The study concentrates on the perception of retailer’s and the result will be
useful for the management for the further improvement in the mall.

Retail is an emerging sector in India. Marketers are leaving no stone unturned to influence the
customers by offering them in various ways, at various locations, in various forms resulting in
emergence of various retail formats throughout the country. Customers are highly influenced by
image of the retail outlet, its attributes, product range, variety, services, employee’s behaviour,
décor, music and marketing strategies. Retailing includes all the activities involved in selling
goods or services directly to final consumers for personal, non-business use.

Retailer perception is the study of how he purchases, how he sells, how they get feedback from
consumers and after that he came to conclusion about particular company. It is a subcategory of
marketing that element from different fields. It attempts to understand the buyer decision
making process, both individually and in groups. It studies characteristics of individual
consumers such as demographics, psychographics and behavioral variables in an attempt to
understand people wants. It also tries to assess influences on the consumer from groups such as
family, friends, reference groups, and society in generals. By understanding the consumer, we
will be able to make a more informed decision as to which strategy to employ7.

A retailer or retail store is any business enterprise whose sales volume comes primarily from
retailing. Any organization selling to final consumers—whether it is a manufacturer,
wholesaler, or retailer—is doing retailing1. It does not matter how the goods or services are sold
(by person, mail, telephone, vending machine, or Internet) or where they are sold (in a store, on
the street, or in the consumer's home). In this study the researcher wants to know the various
factors that influence the perception of retailers towards services offered by hilite management.

Retailer also convey ideas, suggestions and complaints of consumers to company. From this
very fact we can conclude that how important is a retailer or middleman both to company as
well as to consumers3. Retailer is the main point where a company can follow push and pull
strategy in marketing. Reasonable sales incentives, fair treatment, proper discounts and other
required allowances to the retailers proves to be a tool to boost sales and motivate retailers
which ultimately enhance the building of brand image4. Retailing includes all the activities in
selling goods and services directly to final consumers for personal, non-business use. A retailer
or retail store is any business enterprise whose sales volume comes primarily from retailing.
 COMPANY PROFILE.

HILITE mall is a large shopping mall located in the city of Kozhikode in the Malabar region of
kerala .Hilite mall is located in palazhi bypass junction(near to Hilite business park and Hilite
residency projects and Hilite leptis) on the national Highway 66 bypass where the bypassmeets
pottammal palazhi road .The shopping mall covers a total build up area of 1400000square feet
and it is being constructed as a part of the Hilite city , an intergrated township project from
Hilite builders .

HILITE mall at Calicut is a flagship project of the Hilite group . It has the right blend of retailer
and entertainment spaces. Rated high on brand mix, selling volume and architectural brilliance,
phase 1 of the mall is already open, with a built-up area of 7 lakh sq ft and a leasable area of 4
lakh sq ft , it houses more than 100 national and international brands.

Anchors in phases 1- lifestyle , pantaloons and home centre are setting shop for the 1st time in
the state . Worlds leading designer lifestyle brands like Nautica, Tommy Hilfiger, CK, Levis,
Arrow, Us polo, UCB and Zodiac have found place in the mall, setting tone of elegances and
sophistication. Shoppers stop , spar, cinepolis and Marks & spencer would be anchors for
phase2. The expensive multi-cuisine food court in the mall offers incrediable dining experience
with option for speciality dining and quick bites. Marketing a real new age in leisure, amoeba ,
the family entertainer , has also come up with an array of choices for gamers. A vibrant ,
young and happening places , the mall offers everything good in the world of fashion , food and
entertainment for the discerning shoppers .
Location Calicut, Kerala,India.

Address Hilite City

Opening
10 April 2015
date

Developer HiLITE Realtors

Management Sulaiman P

Owner HiLITE

No. of stores
200+
and services

No. of
anchor 5 major anchors
tenants

Total retail 1,500,000 square feet

floor area (140,000 m2)

No. of floors 4

Website www.hilitebuilders.com
Facilities

 200+ branded retail outlets with Lifestyle,Max,Pantaloons,people etc..

 Nesto Hypermarket
 Centralized A/C
 32 Escalators, 18 elevators, 4 Travelators
 Food court with various options like KFC, Chicking, Dominos, Salkara Restaurant
(Paragon Group) etc.
 popular gaming and entertainment zone like snow fantasy football turf etc..
 Under ground pay parking
 ATM

List of shops are :

PETER AND ERIC: (1998)6 highlight that consumers are attracted to malls because of the
presence of well-known achors department stores with recognized names.Anchors generate mall
traffic that indirectly increase the sales of lesser known mall stores Mall developers internalize
these externalities by offering rent subsidies to anchors and by charging rent premiums to other
malls,even though sales per square feet on anchors are the same in two type of malls. In
contrast,the sales and rent per square feet of other mall stores are higher in super regional malls
than in regional malls.

ARCHER AND TAYLOR (1994) 4 argue that small retailers can survive in the shadow of the
retail giants. The levels of customers service that the mega retailers provide cannot be possible
by the small traders because their small size limits their abilities. Specifically, the mega retailers
by ueing well documented retailing practices such as solving customers problem, treating
customers with respect , connecting with customers emotions, setting the fairest price and
saving customers time, can achieve survival and success in their businesses.

TERRY MARSDEN,ANDREW FLYNN,AND MICHELLE HARRISON,(1997) 5 State that

corporate retailing in food provision is ascendancy in most parts of the advanced world . It has
an increasing influence on food production and supply . their paper examiners contemporary
trends in the retail sector , relating these to changing regulatory domains in which it is both
located and attempts to shape . The state that the supply and consumption of food is
increasingly medicated through sets of retailing and state interts . This combines and
reconstructs public and private interests in new ways , establishing the competitive spaces
within which retailers operate.

Ghosh,Tripathi and kumar(2010) in their study conducted in Indian context,attempted to

address issues related to stores attributes and their relavence in their store format
selection.Elven variables had been identified based on theory and judgement.factor analysis had
yielded three factors : convience and merchandise mix,store atmospherics,and services.The
factors identified and recommendations made would meet the expectations of shoppers and thus
motivate them towards store patronage decisions.

Verma and Madan (2011)11 in a study conducted in Indian context

highlighted that retailers are offering newer service dimensions to create
unique shopping experiences for the customers. However, whether consumers
are able to perceive newer service dimensions and getting affected for store
patronage in new store formats or not, remains to be found out. They
emphasized the fact that Indian retail environment is going through a sea change
due to the introduction of new formats and opening up of retail industry, it
becomes important to understand the store image perceptions of consumers
here. The study attempted to find out the key factors that are perceived as
important to Indian consumer in evaluation of a retail format.
TYPES OF MALLS .

The malls basically are classified on the basic of their Merchandise orientation means types or
goods and services sold and their size . The trend towards differention and segmentation will
continue to add new terminology as the industry matures . Following are the different types of
malls .

1)Regional malls : According to international council of shopping centers , a regional

mall is a shopping mall , which is designed to service a larger area than conventional shopping
malls .

2)Super regional malls: This is a mall , which almost similar to a regional mall, but it is
larger than a regional mall . It has more anchor stores, a deeper selection of merchandise and
draws from population base.

3)Outlet malls :An outlet mall or outlet center is a type of shopping mall in which
manufactures sell ttheir products directly to the public through their own stores . In india these
outlet stores are not shopping malls, they are called generally call general productd directly
offered by the company.

4) Vertical malls: Vertical malls are the malls typically multistory building. The vertical
mall is common due to the high land price in densely populated and the higher yield on
property.

5)Lifestyle centers: Lifestyle center is new designated that has a loose definition.Generally,
it’s a center that does not have on anchor tenant in the classic sense that is departmental store.

6) Dead malls: The dead malls are those , which have failed to attract new business and
often set unused for many years until restored or demolished.

7)Strip malls: Strip malls also called shopping plaza or mini mall. It is open area shopping
center where the stores are arranged in row with a sidewalk in front.

8) Luxury malls: Luxury mall is mall, which only house luxury brands.
Impact on malls in kerala

The retailing

Department Stores

Department stores are characterized by their very wide product mixes. That is, they carry many
different types of merchandise, which may include hardware, clothing, and appliances. Each
type of merchandise is typically displayed in a different section or department within the store.
The depth of the product mix depends on the store, but department stores’ primary distinction is
the ability to provide a wide range of products within a single store. For example, people
shopping at Macy’s can buy clothing for a woman, a man, and children, as well as house wares
such as dishes and luggage.

Chain Stores

The 1920s saw the evolution of the chain store movement. Because chains were so large, they
were able to buy a wide variety of merchandise in large quantity discounts. The discounts
substantially lowered their cost compared to costs of single unit retailers. As a result, they could
set retail prices that were lower than those of their small competitors and thereby increase their
share of the market. Furthermore, chains were able to attract many customers because of their
convenient locations, made possible by their financial resources and expertise in selecting
locations.

Supermarkets

Supermarkets evolved in the 192os and 1930s. For example, Piggly Wiggly Food Stores,
founded by Clarence Saunders around 1920, introduced self-service and customer checkout
counters. Supermarkets are large, self-service stores with central checkout facilities. They carry
an extensive line of food items and often nonfood products. There are 37,459 supermarkets
operating in the United States, and the average store now carries nearly 44,000 products in
roughly 46,500 square feet of space. The average customer visits a store just under twice a
week, spending just over $30 per trip. Supermarkets’ entire approach to the distribution of food
and household cleaning and maintenance products is to offer large assortments these goods at
each store at a minimal price.
Discount Retailers

Discount retailers, like Ross Dress for Less and Grocery Outlet, are characterized by a focus on
price as their main sales appeal. Merchandise assortments are generally broad and include both
hard and soft goods, but assortments are typically limited to the most popular items, colors, and
sizes. Traditional stores are usually large, self-service operations with long hours, free parking,
and relatively simple fixtures. Online retailers such as Overstock.com have aggregated products
and offered them at deep discounts. Generally, customers sacrifice having a reliable assortment
of products to receive deep discounts on the available products.

Warehouse Retailers

Warehouse retailers provide a bare-bones shopping experience at very low prices. Costco is the
dominant warehouse retailer, with $79.7 billion in sales in 2014. Warehouse retailers streamline
all operational aspects of their business and pass on the efficiency savings to customers. Costco
generally uses a cost-plus pricing structure and provides goods in wholesale quantities.

Franchises

A strip mall with many stores side by side.

The franchise approach brings together national chains and local ownership. An owner
purchases a franchise which gives her the right to use the firm’s business model and brand for a
set period of time. Often, the franchise agreement includes well-defined guidance for the owner,
training, and on-going support. The owner, or franchisee, builds and manages the local business.
Entrepreneur magazine posts a list each year of the 500 top franchises according to an
evaluation of financial strength and stability, growth rate, and size. The 2016 list is led by
Jimmy John’s gourmet sandwiches, Hampton by Hilton midprice hotels, Supercuts hair salon,
Servpro insurance/disaster restoration and cleaning, and Subway restaurants.
Malls and Shopping Centers

Malls and shopping centers are successful because they provide customers with a wide
assortment of products across many stores. If you want to buy a suit or a dress, a mall provides
many alternatives in one location. Malls are larger centers that typically have one or more
department stores as major tenants. Strip malls are a common string of stores along major traffic
routes, while isolated locations are freestanding sites not necessarily in heavy traffic areas.
Stores in isolated locations must use promotion or some other aspect of their marketing mix to
attract shoppers.

Online Retailing

Online retailing is unquestionably a dominant force in the retail industry, but today it accounts
for only a small percentage of total retail sales. Companies like Amazon and Geico complete all
or most of their sales online. Many other online sales result from online sales from traditional
retailers, such as purchases made at Nordstrom.com. Online marketing plays a significant role
in preparing the buyers who shop in stores. In a similar integrated approach, catalogs that are
mailed to customers’ homes drive online orders. In a survey on its Web site, Land’s End found
that 75 percent of customers who were making purchases had reviewed the catalog first

Catalog Retailing

Catalogs have long been used as a marketing device to drive phone and in-store sales. As online
retailing began to grow, it had a significant impact on catalog sales. Many retailers who
depended on catalog sales—Sears, Land’s End, and J.C. Penney, to name a few—suffered as
online retailers and online sales from traditional retailers pulled convenience shoppers away
from catalog sales. Catalog mailings peaked in 2009 and saw a significant decrease through
2012. In 2013, there was a small increase in catalog mailings. Industry experts note that catalogs
are changing, as is their role in the retail marketing process. Despite significant declines, U.S.
households still receive 11.9 billion catalogs each year.[3]

Nonstore Retailing
Benefit vending machine. It is pink and shaped like an ice cream truck. Inside is a wide
selection of makeup and beauty products.

Beyond those mentioned in the categories above, there’s a wide range of traditional and
innovative retailing approaches. Although the Avon lady largely disappeared at the end of the
last century, there are still in-home sales from Arbonne facial products, cabi women’s clothing,
WineShop at Home, and others. Many of these models are based on the idea of a woman using
her personal network to sell products to her friends and their friends, often in a party setting.

Vending machines and point-of-sale kiosks have long been a popular retail device. Today they
are becoming more targeted, such as companies selling easily forgotten items—such as small
electronics devices and makeup items—to travelers in airports.

Each of these retailing approaches can be customized to meet the needs of the target buyer or
combined to span a range of needs.
Types of Retailers

There are 7 main types of retailers which can be defined by the size of their business and the
way they in which they sell their products.

The 7 main types of retailers are;

Department Store – This type of retailer is often the most complex offering a wide range of
products and can appear as a collection of smaller retail stores managed by one company. The
department store retailers offer products at various pricing levels. This type of retailer adds
high levels of customer service by adding convenience enabling a large variety of products to be
purchased from one retailer.

Supermarkets – Generally this type of retailer concentrates in supplying a range of food and
beverage products. However many have now diversified and supply products from the home,
fashion and electrical products markets too. Supermarkets have significant buying power and
therefore often retail goods at low prices.

Warehouse retailers – This type of retailer is usually situated in retail or Business Park and
where premises rents are lower. This enables this type of retailer to stock, display and retail a
large variety of good at very competitive prices.

Speciality Retailers – Specialising in specific industries or products, this type of retailer is able
to offer the customer expert knowledge and a high level of service. They also add value by
offering accessories and additional related products at the same outlet.

E-tailer – This type of retailer enables customers to shop on-line via the internet and buy
products which are then delivered. This type of retailer is highly convenient and is able to
supply a wider geographic customer base. E-tailers often have lower rent and overheads so offer
very competitive pricing.
Convenience Retailer – Usually located in residential areas this type of retailer offers a limited
range of products at premium prices due to the added value of convenience.

Discount Retailer – This type of retailer offers a variety of discounted products. They offer low
prices on less fashionable branded products from a range of suppliers by reselling end of line
and returned goods at discounted prices.

Convenience Retailer – Usually located in residential areas this type of retailer offers a limited
range of products at premium prices due to the added value of convenience.

Center square mall

Focus mall

lulumall
mall of travancore

Oberon mall

shoba city mall

Rp mall
parthas

grand center mall

REVIEW OF LITERATURE

This chapter reviews the studies on different aspects of corporateretailing connected directly

and indirectly with the present study. In anyfield of study, existing literature constitutes a base

for further research.Therefore, the review of literature is highly useful to design the study as

itindicates the research gap in the study of corporate retailing. The study ofcorporate retailing

has attracted the attention of many researchers and practitioners irrespective of countries,

be it developed, developing or leastdeveloped. Therefore, studies on these experiments of such

countries arereviewed in this chapter

Michael Etgar and Paul Shrivastava (1983)

1
stated that althoughinflation has abated somewhat in the United States, its specter still looms

onthe horizon. Indeed, inflation is expected to remain endemic to mostadvanced nations in the

coming years. Perhaps no industry is as affected byinflation as retailing. In order to cope,

retailers need to understand thechanges in the behaviour of their consumers, suppliers, and

competitors,and must formulate constructive strategies to respond to these changes.

Doug Lincoln (1985)

conducted an empirical study with smallretailers to address the special problems they face in

making marketingdecisions. The study measured small business managers’ beliefs regardingthe

difficulty in making various marketing decisions. The study alsomeasured the perceived

importance of marketing decisions to small businessretailing success. The findings of the study

provide a clear description ofexisting small retailers’ problems and the assistance of various

organizationse.g. trade associations, universities and individuals to small business

retailers.Beaumont (1994)

states that the opening of mega retailers in acommunity has the potential to impact existing

smaller merchants. Firstly,there will be an effect on the retail business in terms of changes in

salesvolume i.e. increasing outlets in the immediate area carrying different product categories to

the mega retail outlets, a result of increased traffic anddecline in the overall market area in

outlets carrying similar categories.Secondly, changes in the way the merchants conduct their

business in termsof competitive strategies i.e. reduction in number of employees due to a falloff
in sales in the business, changes in marketing practices, pricing, productmix and store

positioning, location of outlet and recognition of customerservice are central to survival.

Archer and Taylor (1994)

argue that small retailers can survive inthe shadow of the retail giants. The levels of customer

service that the megaretailers provide can not be possible by the small traders because their

smallsize limits their abilities. Specifically, the mega retailers by using welldocumented

retailing practices such as solving customers’ problems,treating customers with respect,

connecting with customers’ emotions,setting the fairest price and saving customers’ time, can

achieve survivaland success in their businesses.

Terry Marsden, Andrew Flynn, and Michelle Harrison (1997)

statethat corporate retailing in food provision is ascendancy in most parts of theadvanced

world. It has an increasing influence on food production andsupply. Their paper examines

contemporary trends in the retail sector,relating these to changing regulatory domains in which

it is both locatedand attempts to shape. The emphasis is placed on the ways in whichretailing

needs to create and maintain forms of regulatory, social and political embeddedness. They state

that the supply and consumption of foodis increasingly mediated through sets of retailing and

state interests. Thiscombines and reconstructs public and private interests in new

ways,establishing the competitive spaces within which retailers operate.

Peter and Eric (1998)

highlight that consumers are attracted to malls because of the presence of well-

known anchors department stores withrecognized names. Anchors generate mall traffic that

indirectly increasesthe sales of lesser known mall stores. Mall developers internalize

theseexternalities by offering rent subsidies to anchors and by charging rent premiums to other

mall tenants. Anchors pay a lower rent per square feet inlarger malls than in smaller malls, even

though sales per square feet ofanchors are the same in the two types of malls. In contrast, the

sales andrent per square feet of other mall stores are higher in super regional mallsthan in

regional malls.

Shils and Taylor (1999)

identified both social and economic effectsof mega retail chains. The social effects are the

physical and social decline ofneighbourhoods as retailers fail to survive, noting profound

changes in joblessness and socialization. The most serious economic effects includeretail

closures as the traditional retailers fail to compete with the consequentloss of jobs including the

employment of the owners themselves and reducednumber of employees; both are caused by

the presence of mega retailersshifting activities from various geographic traditional retail

clusters.
that maximizes expected profit subject to the service level requirement. Theauthors state that if

the predictability of the sales impact of a promotiondecreases, it may be optimal for the retailer

to eliminate retail promotions;increased stockpiling tendency of customers increases retailer

profits anddecreases manufacturer profits; and retail promotion information sharing canmake

retail promotions change from being less profitable than no promotionsto being more profitable

than no promotions for the manufacturer.Gibson Viriginia and Barkham Richard (2001)

in their study found thatthe retail sector is characterized by diversity both in terms of the degree

to whichorganizations are vertically integrated and in terms of the range of modes ofretailing

they engage in