* Customer Shopping

Experience In Mall

By:- Sima Mahara

14mb004
MBA 6th sem

* Introduction
Indian retail sector has become one of the most powerful and fast
growing markets in the world.
Retail is India's largest industry .It accounts for over 10 per cent of
the India's GDP and around 8 per cent of the employment.
It is expected that retail in India could be worth US$ 175-200 billion
by 2016.
SHOPPING
Shopping is the process whereby consumers directly buy goods,
services etc. from a seller interactively in real-time without an
intermediary service over the internet.

* Company Profile
Pacific Development Corporations Ltd., a privately owned and
operated corporate that has been operational for over 20 years.
First of its kind in Dehradun, Pacific Mall is redefining the paradigm
of shopping experience in the city. With some of the most aspired
lifestyle brands, a massive food-court Salt, offering delectable
range of cuisines, five screen PVR multiplex, expansive kid's play
zone.

* REVIEW OF LITERATURE

Barry Burman and Joel Evans(2006) The non traditional

retailing especially Web Stores, or Electronic Retail Channels are
becoming more profitable and popular because of changing
tastes and styles of buyers, because of liking of the new and
emerging trend of Electronic medium.

Richard Michon, L.W. Turley The authors investigate the

moderating effects of ambient odors on shoppers emotions,
perceptions of the retail environment, and perceptions of
product quality under various levels of retail density.

Kirk L. Wakefield Competition between malls and newer forms of

shopping centers has led mall developers and management to
consider alterative methods to build excitement with customers.

* OBJECTIVES

To identify what constitutes CSE

To identify the variables influencing CSE in a Mall.

RESEARCH
METHODOLOGY

Data: Primary & Secondary data is used in this study

Sample Size: 100
Statistical Tool: t test, f test & chi square test
Location of the study: Dehradun
Research Instrument and Method: Questionnaire
Analysis of Data: Analysis of Variance (ANOVA)& Likert Scale

*DATA ANALYSIS AND

INTERPRETATION

* ORGANIZED RETAIL OUTLETS

* UNORGANIZED RETAIL OUTLETS

* FINDINGS

10% of the respondents strongly disagree with the statement that they are satisfied
with the value of products at organized retail outlets, 6% disagree, 4% neither
agree nor disagree, 30% agree and remaining 50% strongly agree with the same.

40% of the respondents strongly disagree with the statement that they are satisfied
with the Value of products at unorganized Retailed outlets, 10% disagree, 8%
neither agree nor disagree, 22% agree and remaining 20% strongly agree with the
same.

12% of the respondents strongly disagree with the statement that they are satisfied
with the quality of products at organized Retailed outlets, 8% disagree, 6% neither
agree nor disagree, 14% agree and remaining 60% strongly agree with the same.

48% of the respondents strongly disagree with the statement that they are satisfied
with the quality of products at unorganized Retailed outlets, 12% disagree, 10%
neither agree nor disagree, 28% agree and remaining 2% strongly agree with the
same.

 2% of the respondents strongly disagree with the statement that they are
satisfied with the offers provided by organized Retailed outlets, 8%
disagree, 10% neither agree nor disagree, 32% agree and remaining 48%
strongly agree with the same.
28% of the respondents strongly disagree with the statement that they are
satisfied with the offers provided by unorganized Retailed outlets, 22%
disagree, 10% neither agree nor disagree, 22% agree and remaining 18%
strongly agree with the same.
14% of the respondents strongly disagree with the statement that they are
satisfied with behavior of employees at organized Retailed outlets, 16%
disagree, 4% neither agree nor disagree, 36% agree and remaining 30%
strongly agree with the same.
30% of the respondents strongly disagree with the statement that they are
satisfied with behavior of employees at unorganized Retailed outlets, 20%
disagree, 10% neither agree nor disagree, 8% agree and remaining 32%
strongly agree with the same

* CONCLUSION
To meet the challenges of organized retailing that is luring customers away from
the unorganized sector, the unorganized sector is getting organized. Because of
preference of middle class for these stores is going to increase day by day. The
organized retail chains, display all the products and the most attractive product
catches the customer attention. he customers of the 21st century would expect
to pick his/her own products form an array of choices .
organized sector facing more challenges from unorganized sector but this
research report is also concluding that preference of middle class for organized
retail is going to increase rapidly but it is little bit slow in daily use items but
the day is not so for when middle class people frequently purchase daily need
items maximum from organized retail shop.

* SUGGESTIONS

The organized retail outlets should provide the free home delivery
facility.
The organized retail outlets should also provide the credit facility
to the lower class customers so that they can increase their
market share.
To attract the rural sector customers, mega marts may extend
their advertisements offering special sale promotion schemes to
the rural areas.
The mega marts should focus on quality, discount and attractive
display of products, as these are very important factors
considered by the customers while making purchase decisions.

* LIMITATIONS

Due to the constraints of time, the study was confined to DEHRADUN

city.

The sample was taken on the basis of convenience; therefore the

shortcomings of the convenience sampling may also be present in this
study.

The sample size of 100 chosen for the purpose was only indicative and
not exhaustive owing to time constraints.

There were some inherent limitations as far as collection of data is

concerned. The respondents replied may be biased in favour of their
centres.

* BIBLIOGRAPHY
BOOKS

Kotler &Keller, Marketing Management, PHI, edition12.

Levy & Weitzs, Retail Management
Ramaswamy V.S & S. Namakumari, Marketing Management in Indian
Perspective

Website:

http://www.amazon.com/gp/richpub/syltguides/fullview/R25NB8OBISEFAF
http://www.answers.com/topic/shopping-mall
http://www.highbeam.com/doc/1G1-19781285.html
http://ideas.repec.org/p/ega/wpaper/200805.html
http://www.malls.com/news/2009/07/14/malls-see-change-inconsumerbehavior/
http://jobfunctions.bnet.com/abstract.aspx?docid=314786
http://www.highbeam.com/doc/1G1-159775582.html
http://www.thehindubusinessline.com/catalyst/2004/01/08/stories/2004010
800090300.htm