Report On Shopping Malls

PROJECT REPORT ON
CONSUMER ATTITUDE TOWARDS

SHOPPING MALLS
(A COMPERIVITE STUDY OF LUDHIANA AND JALANDHAR)
Punjab Technical University

In Partial fulfillment of the requirements for the award of degree of Master of
Business Administration.
Submitted to:
Submitted by
Anil soni
Arashdeep Sekhon
Lect. MBA Dept.
MBA 4th Sem.

Roll no. 81402317009
DAV INSTITUTE OF ENGINEERING & TECHNOLOGY

(KABIR NAGAR JALANDHAR)
DECLARATION
I hereby declare that all the work done in this project is original and a replica of my findings and
collection of information. It represents the detailed study of the underlying topic and is provided
as it is, without any kind of warranties. I reconfirm all the claims made regarding the self
contribution and appraisals.
___________________
Arashdeep sekhon
CERTIFICATE OF COMPLETION BY FACULTY GUIDE
This is to certify that Arashdeep singh a student of Masters of Business Administration, class of
2010, DAV institute of engineering & Technology , Kabir Nagar jalandhar (regd.
No.81402317009) has undertaken Dissertation under my guidance for project title consumer
attitude towards shopping malls This project is prepared in partial fulfillment of Masters of
Business Administration to be awarded by DAV institute of engineering & Technology
(Jalandhar)
To the best of my knowledge, this piece of work is original and no part of this report has been
submitted by the student to any other Institute/ University earlier.
Date:
Anil Soni
Place: Jalandhar
Lecturer of MBA Department

DAV Institute of Engineering & Technology
ACKNOWLEDGEMENT
Before starting with my Project Report, I would like to thank all those people without whom this
project could not have been completed in such an admirable way.
I would like to thank my Faculty Guide Mr. Anil Soni and I am indebted to him since he guided
me whenever I needed it and always took out time from his busy schedule. He acted as a mentor
whose guidance helped me out in completing this project.
I wish to express my gratefulness to those who may have contributed to this work, even though
anonymously.
Arashdeep sekhon
81402317009
MBA 2008- 2010
DAV Institute of Engineering & Technology
Jalandhar
TABLE OF CONTENTS
S.No.
Chapter 1
Particulars
Page No.
Introduction
What is shopping malls
History of shopping malls
Classification of shopping malls
Mall boom in India
Chapter 2
Literature Review
Chapter 3
Research methodology
Objective of the study
Methodology adopted
Limitation of the study
Analysis of data
Chapter 5
Findings and Suggestions
Chapter 6
10 15
Chapter 4
69
16 18
19 58
Findings
59
Suggestions
60
Conclusion
61
Questionnaire
62 64
Bibliography
65
Chapter 1:Introduction
5
What is a shopping mall?

A shopping mall or shopping centre is one or more buildings forming a complex of shops
representing merchandisers, with interconnecting walkways enabling visitors to easily walk from
unit to unit, along with a parking area a modern, indoor version of the traditional marketplace.
A shopping mall is a building or group of buildings that contains stores. The stores are
connected by walkways so that consumers can easily walk between the stores. Shopping malls
can be built in an enclosed or open-air format.
1.1
History
Isfahan's Grand Bazaar, which is largely covered, dates from the 10th century. The 10 kilometer
long covered Tehran's Grand Bazaar also has a long history. The Grand Bazaar of Istanbul was
built in the 15th century and is still one of the largest covered markets in the world, with more
than 58 streets and 4,000 shops.
Gostiny Dvor in St. Petersburg, which opened in 1785, may be regarded as one of the first
purposely-built shopping malls, as it consisted of more than 100 shops covering an area of over
53,000 m2 (570,000 sq ft).
The Oxford Covered Market in Oxford, England opened in 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, making it the oldest mall in America. 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 centers 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 and 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
6
three levels. All of the stores were located within the interior of the mall; some shops were
accessible from 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.
1.2 Classification of shopping malls

In many cases, regional and super-regional malls exist as parts of large superstructures 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 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.
1.2.1 Regional
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 sq ft (37,000 m2) to 800,000 sq ft (74,000 m2) gross
leasable area with at least two anchor stores and offers a wider selection of stores. Given their
wider service area, these malls tend to have higher-end 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.
1.2.3
Super regional
A super regional mall is, per the International Council of Shopping Centers, in the U.S. a
shopping mall with over 800,000 sq ft (74,000 m2)[16] of gross leasable area, and which serves as
the dominant shopping venue for the region in which it is located
1.2.4
Outlet
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
7
by retailers selling returned goods and discontinued products, often at heavily reduced prices.
Outlet stores were found as early as 1936, but the first multi-store outlet 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
1.3
Mall boom in India
Mall development and boom in India is a subset of this booming retail.

The common Indians definition of the shopping mall has evolved from. one of the earliest forms
of retail prevalent in India called the Haat and the mela , which are temporary open-air
markets generally held at a fixed site on a fixed day or at festival time. They could probably be
considered the predecessors of shoppertainment in India. Haats (Markets) and Melas
(village fairs) still are, in rural India, markets which are also spaces for social and cultural
contact. In the Indian Avatar, shopping centers are a cluster of stores under a common roof.
Those that are typically enclosed and also include food and entertainment facilities are called
Malls. By this definition, large format stand-alone stores which include entertainment facilities
themselves or more commonly as store in stores are also understood to be Malls. But for the
purposes of this study the definition provided by the International Council of Shopping Centers
(ICSC) is used. ICSC states that A shopping centre is a group of retail and other commercial
establishments that are planned, developed, owned and managed as a single property .
It further states that malls, one of the two configurations of the shopping centre, are typically
enclosed, with climate controlled walkways and parking in the outlaying areas.
Spencer Plaza in Chennai and Crossroads in Mumbai are considered to have pioneered the
shopping mall in its modern format. The pace of development has been fast since then. Mall
development is expected to grow at a frantic pace in metros and mini-metros driven by the
organized retail sector and spread to 60 cities by the end of this decade. For the Indian mass
affluent, the call of the mall is proving irresistible. The packed parking lots, busy food courts and
restaurants, crowded anchor stores and noisy gaming arcades at the malls bear testimony to this
alluring call. The secret of the lure of the mall lies in its mass appeal it has something on offer
for everyone in the family. The fact that a mall offers an experience and not just goods is a major
8
attraction. There is a wide range of shopping experiences bargains and discounts or high-end
brands for couples, gaming and other amusement facilities for kids, a large choice of cuisines for
family meals and, of course, the multiplex theatres
In many ways, malls reflect the state of the society and act as agents of change. A comparatively
young population rising incomes and busier lifestyles are creating space for malls in the lives of
the urban mass affluent. Leisure time is limited and a visit to the mall can do a lot for a busy
family domestic chores like grocery shopping are taken care of and food courts and
restaurants save the bother of cooking dinner after hectic shopping, apart from keeping children
entertained. Combine this with the consumer s rising purchasing power and his increasing
focus on value proposition rather than just price, and malls suddenly start becoming more
relevant
Malls are also becoming one-stop shops for the brand conscious. Malls house popular
destination stores like Shopper s Stop, Marks and Spencer, Pantaloons, Big Bazaar or designer
boutiques like Ritu Kumar, Ogaan and Mona Pali. Indian and foreign brands in apparel,
consumer durables, home d cor, cosmetics, shoes, luggage, etc offer a wide range to the
consumer and spoils them for choice. For the shopaholic, the factory outlet malls and a
combination of branded and unbranded stores in many malls offer a value proposition. The food
courts offer an excellent mix of traditional cuisine and international brands like McDonalds or
Pizza Hut, or even exotic foreign cuisine
Chapter2:REVIEW OF LITERATURE
2.1
Consumers Attitude towards Modernized

Shopping Center vs. Traditional Shopping Center
9
A Case Study at Khulna City

Feroz Ahmed*
In his paper he observed that the customers are beginning to like the modernized shopping
centers which have the similarities with western super market in style. But as these shopping
centers are not cheap like western super markets therefore, they are basically attracting the
middle and upper class people of the country. Availability of various categories of goods and
freshness of those goods, interior facilities and cleanliness of the stores have got influence in
choosing these types of shopping centers. Reputation or image of the store/shopping center plays
an important role in attracting the consumers. Besides these, the majority of the consumers
depend on traditional shopping centers and those who are lower income group, in most of the
cases only bother about price of the product and they have only one choice left, to visit
traditional shopping centers.
2.2
Malls are too dull for India's hot-blooded shopper
Santosh Desai.
In his paper he specify about the change of markets in India. One of the big markers of change in
India has been the advent of modern retail formats. While their current share of the overall retail
pie is pegged at only three to four per cent, the expectation is that the entry of new players, such
as Reliance and Bharti-Walmart, will push this up dramatically.
Already, the contours of urban India are being redrawn with the mushrooming of malls in towns
big and small. We are also seeing the beginnings of some political and social unrest, particularly
involving format that deal in agricultural produce. So is the road to modern retail a smooth one
leading to an Indian market that looks like any other? Or is there greater complexity that needs
to be waded through?
10
The Indian experience so far suggests that the simplistic evolutionist view that markets differ
from each other primarily in terms of time - has turned out to be dangerously misleading. While
some broad trends do converge, the actual trajectory of evolution has been quite distinct in India.
The practical reason for this is structural. Poor infrastructure, underdeveloped roads, low
penetration of cars, high real estate costs and the low manpower costs in the supply chain
combine to make the idea of large-format stores outside the main business and residential
districts seem unattractive. High real estate costs push the malls outside the city but poor roads
and low access to automobiles make them difficult to frequent.
But the more fundamental reason is cultural. Shopping in India has a 'hot', almost biological
quality to it.The ideal shopping environment is one that teems with life; where bargains need to
be wrenched out and quality merchandise needs hunted down.
The shopper and his or her 'eye' play a vital role. The idea of the modern shop, as inspired by the
West, is akin to a 'dead' gallery of goods. The products are neatly stacked, lined up for the
examination of the buyer. The idea of such cool, almost clinical inspection in an environment
devoid of frenetic activity produces anxiety rather than interest in a large segment of shoppers.
How a culture shops is part of a larger ecosystem involving the nature of kinship ties, identity,
social hierarchy and gender relations. While a lot has been said about how new shopping formats
need to be organized in order to appeal to the shopper, the real questions are perhaps deeper.
What needs do people really fulfill through the act of shopping and how can modern formats
respond? The new shops need new consumers. They need suburbs, housewives with spare time
and access to mobility. They need a consumer who has begun to see shopping as a chore and is
looking for greater predictability. None of these factors applies fully in India.
India is going to be an interesting laboratory for these questions. The structural reasons today
make the momand-pop stores a potent force. It is still possible to pick up the phone and order a
single cigarette and get it home-delivered in many parts of India.The cultural reasons make
shopping a hot-blooded pursuit involving skill, discernment, guile and killer instinct. Shopping
in India is far too interesting for consumers to seek radically ne w modes.
11
But modern formats are potent signifiers of progress. As affluence spreads in India, their role
will grow. But the winners will be those who are able to calibrate their offer correctly and offer
consumers the sense of the new without the distance of the alien.
2.3
MALLS AND GENERATION Y CONSUMERS: A CONSUMPTION MOTIVATION
Craig A Martin
In his paper he specify about generation y consumers .Although malls have been a topic of
interest to marketing researchers for at least 35 years, the attraction between malls and
Generation Y consumers has received little interest from marketing academics. This study
focuses on the attitudes that the older segment of Generation Y consumers (19-25) have toward a
mall, and on the consumption motivation of these consumers. Key findings include that
Generation Y consumers are significantly more likely to be objectively rather than socially
motivated to consume. Using regression, the findings from this study also suggest that objective
motivations to consume predict an individual consumers perception of a shopping mall's
ambience, layout, and his or her involvement in the shopping process. Social motivations to
consume predict perceptions of a malls ambience, design, variety, and excitement, as well as the
consumer's desire to stay and intent to return to shop at the mall. Managerial implications
include using objective information, such as price oriented promotions rather than socially
oriented or image based promotions, when trying to attract older Generation Y consumers.
focusing on a large group of consumers perceptions of a very prominent marketing institution,
there are a number of issues that could be explored in future research. An obvious issue focuses
on the generalizability of this research. Do the findings of this study generalize across all older
Generation Y consumers and all malls?
Even though we found that objective motivations to consume were significantly more likely with
this cohort group, there are likely Generation Y consumers that are socially motivated as well.
Therefore, mall managers may be able to segment this market partially based upto consumers
motivation to consume.
Hence, research that explores how other critical segmentation variables such as race, ethnicity,
income, social class, use occasion and geographic factors such as climate and county size
influence mall perceptions could be valuable to mall and retail managers.
12
The perceptions of mall atmospherics that emerged from this study also warrant attention from
researchers. The Wakefield and Baker (1998) measures of atmospherics used in this study
indicated that objective motivations to consume predicted perceptions of ambience and layout,
while social motivations to consume predicted ambience and design. However since these scales
only ask about music volume, music type, lighting, temperature, architectural style, decorations,
colors and mall layout, there are other atmospheric variables that should be investigated. As
Turley and Milliman (2000) note, an atmosphere is extremely complex and can include a very
large number of stimuli for consumers to process. Turley and Millimans review of this literature
also indicates that consumers react to very small changes in the environment even when
consumers are not consciously aware of them. Therefore how this group reacts to some other
critical environmental stimuli such as crowding, olfactory stimuli, music tempo, signage and
social areas needs to be explored. This atmospheric related research could explore the effect
changes in the composition of a malls environment have on older Generation Y consumers
approach-avoidance behavior, spending patterns, and time spent while in a mall.
A further application of this study concerns the preponderance of objectively motivated shoppers
in our sample. Since the Generation Y segment is composed of a very wide age range and these
subgroups are likely to have varying attitudes and behavior due to developmental differences
(Goff 1999), an obvious issue is whether this utilitarian trait is specific to this older group or
whether it runs throughout the entire cohort group. Due to the experiences mall managers have
had with teens in malls throughout the U.S. and their need to install curfews, these findings may
be specific to this older group. As college students, these consumers have entertainment options
that the younger Generation Y shoppers do not. Therefore this younger group, particularly the
teenage group, may find the mall more attractive than our sample does. However, this notion
needs to be tested. A study that measures attitudes toward the mall of three groups, the youngest
Generation Y consumer (8-12), junior high and high school aged Generation Y consumers (1318), and college aged Generation Y consumers (19-25), would indicate whether mall attitudes of
shoppers of different ages are U-shaped or display some other pattern.
Finally, the role a mall plays in the socialization process is not clear. At present we do not know
if a mall is a socialization agent, an outcome of socialization, or both. Specifically, socialization
agents (parental and peer communication, mass media viewing, and advertising, among others)
have been shown to have direct positive or negative influences on a variety of socialization
13
outcomes. These outcomes include consumer activism, attitudes toward prices, materialism
(Moschis and Smith 1985), and attitude toward advertising (Bush, Smith and Martin 1999).
While the mall environmental perceptions examined in the present study, including ambient,
layout, design and variety perceptions, are proposed as outcomes of socialization, the possibility
exists that these variables might also influence other important socialization outcomes
previously studied. A younger consumer's perception of mall excitement or mall ambience could
logically influence his or her materialistic views or price sensitivity. Future research should
focus on identifying where, exactly, the shopping mall has its greatest impact in the consumer
socialization process.
2.4
Perceived shopping mall image
C.D.Desai
In his research he specify the image of shopping malls .Marketing research on image historically
is mainly focused on retail store and its ability to project a distinctive identity or personality in
comparison with its competitors (Martineau, 1958).
According to Martineau (1958), the store image is defined as the way in which the store is
defined in the shoppers mind.
According to Kunkel and Berry (1968) image may be defined as discriminative stimuli for an
actions expected reinforcement. Specifically, retail store image is the total conceptualized or
expected reinforcement that a person associates with shopping at a particular store. They go on
to say that an image is acquired through experience and it thus learned.
(Lindquist, 1974). Previous researches quoted that store image is complex in nature and is
consists of a mix of tangible of functional factors and intangible or psychological factors that
influence the consumer perception (Lindguist, 1974). In 1974, Lindguist completed an extensive
review of store image literature and developed a list of consumers perceived Store image
attributes which contributed by the following nine attributes and 23 components of these nine
attributes.
14
CHAPTER 3: RESEARCH METHODOLOGY.
3.1
Objectives of study:
To know whether there is any difference between the people who visits shopping mall of
Jalandhar and Ludhiana regarding age , sex , income , qualification , profession , marital
status.
15
To know what consumer perceive about the quality of product while visiting shopping
malls.
To know what consumer perceive about the price in shopping malls.
To know that what consumer feel about the sales executives in shopping malls.
To know which is better shops or shopping malls.
To know which the factors are which attract consumers to visit shopping mall?
3.2
RESEARCH METHODOLOGY
SAMPLE SIZE: The sample size is of 100 respondents who visit shopping malls . 50
respondents from Jalandhar and 50 from Ludhiana.
.
SAMPLING TECHNIQUES: Technique of judgmental sampling has been used.
16
UNIVERSE: The universe of this study is cities of Ludhiana and jalandhar.
TARGET POPULATION: The target population varied from 15 to 65 years of age.

RESEARCH DESIGN: Exploratory research design has been used in this study.
INFORMATION ACQUIRING TECQNIQUES: Information has been collected using both
primary and secondary sources of information.
DATA RECORDING: The collected data has been stored in Microsoft word for convenience in
analyzing it.
DATA ANALYSIS AND INTERPRETATION: The recorded data has been analyzed and
interpreted for fulfilling the objectives of our study.
TEST: Chi square test is applied to check the results.
Scope of study
The population of Ludhiana and Jalandhar visits shopping malls.
3.3
LIMITATIONS OF THE STUDY
The study is not free from systematic bias. The reason for this is that all the individuals
initially included in the sample did not respond to the questionnaires.
17
The sample size is too small that it is not able to cover all the people visiting shopping
malls
The cities are big and only some part is covered under the project
Time constraint is also one of the major limitations that arise during the survey.
Chapter4: DATA ANALYSIS
Question 1 = to find weather there is any significant difference between gender and
the people visiting shopping malls.
18
The research was conducted on respondent whose sex group is specified below
Male ------ 60%
Female ---- 40%
Fig. 1
Gender
Ludhiana
Jalandhar
Total
Male
32
28
60
Female
18
22
40
Total
50
50
100
Chi square test

19
H 0= there is not significance difference between the two cities regarding gender of the people
visting shopping malls.
H1= there is significance difference between the two cities regarding gender of the people
visting shopping malls.
Gender
LDH
LDH (E)
OE
O E2
O E2/E
observed(O)
Male
32
30
.125
Female
18
20
.2
Gender
JAL (O)
JAL (E)
OE
O E2
O E2/E
Male
28
30
.125
Female
22
20
.2
Total
.650
Chi square test

Calculated 2 = O E2/E
= .650
Degree of freedom = 1
Table value
= 3.84 (at .05 level of significance)
Inference = significant
From the above analysis, it is found that the calculated value is less than table value i.e null
hypothesis is accepted.
20
Result is there is not significance difference between the two cities regarding gender of the
people visiting shopping malls.
Question 2 = to find whether there is any significant difference between marital status and
The research was conducted on respondents and marital status is specified below
Married 32%
Unmarried 68%
21
Fig. 2
Marital status
Ludhiana
Jalandhar
Total
Married
18
14
32
Unmarried
32
36
68
Total
50
50
100
Chi square test

H 0= there is not significance difference between the two cities regarding marital status of the
H1= there is significance difference between the two cities regarding marital status of the people
visiting shopping malls.
Marital status
LDH
LDH (E)
OE
22
O E2
O E2/E
observed(O)
Married
18
16
.125
Unmarried
32
34
.2
Marital status
JAL (O)
JAL (E)
OE
O E2
O E2/E
Married
14
16
.125
Unmarried
36
34
.2
Total
.650
Chi square test

= .650
Table value
23
Result is there is no significance difference between the two cities regarding gender of the
Question 3 = to find whether there is any significant difference between age and the people
The age group of the respondent in years is specified below
15-30
70%
30-45
20%
45-60
10%
24
Fig. 3
Chi square test

H 0= there is no significance difference between the two cities regarding age of the people
H1= there is significance difference between the two cities regarding age of the people visiting
shopping malls.
Age
Ludhiana
Jalandhar
25
Total
15 30
34
32
66
30 45
12
10
22
45 60
12
Total
50
50
100
Age
LDH
LDH (E)
OE
O E2
O E2/E
observed(O)
15 30
34
33
.030
30 45
12
11
.090
45 60
.666
Age
JAL (O)
JAL (E)
OE
O E2
O E2/E
15 30
32
33
.030
30 45
10
11
.090
45 60
.666
Total
1.572
Chi square test

= 1.572
Table value
Inference = significant
Result is there is no significance difference between the two cities regarding age of the
26
Question 4 = to find whether there is any significant difference between qualification and
The qualification of the respondent is specified below
School level- 17%
Under graduate- 33%
Graduate- 28%
Post graduate- 22%
27
Fig. 4
Chi square test

H 0= there is no significance difference between the two cities regarding qualification of the
H1= there is significance difference between the two cities regarding qualification of the people
Qualification
Ludhiana
Jalandhar
Total
School level
10
17
Under graduate
14
19
33
28
Graduate
16
12
28
Post graduate
13
22
Total
50
50
100
Qualification
LDH
LDH (E)
OE
O E2
O E2/E
observed(O)
School level
.444
Under graduate
14
17
.529
graduate
16
14
.285
Post graduate
13
11
.363
Qualification
JAL (O)
JAL (E)
OE
O E2
O E2/E
School level
10
.111
Under graduate
19
17
.235
graduate
12
14
.285
29
Post graduate
11
Total
.363
2.615
Chi square test

= 2.615
Table value
Result is there is no significance difference between the two cities regarding qualification of
30
Question 5 = to find whether there is any significant difference between profession and the
The profession of respondent is specified below
Serviceman - 23%
Student-36%
Business / self-employed- 21%
House wife-20%
31
Fig. 5
Chi square test
H 0= there is no significance difference between the two cities regarding profession of the
H1= there is significance difference between the two cities regarding profession of the people
Profession
Ludhiana
Jalandhar
Total
Service man
10
13
23
Student
14
22
36
Business man/self employed
15
21
House wife
11
20
Total
50
50
100
Profession
LDH
LDH (E)
OE
32
O E2
O E2/E
observed(O)
Service man
10
12
.333
Student
14
18
16
.888
Business man/self 15
11
16
1.45
employed
House wife
11
10
.1
Profession
JAL (O)
JAL (E)
OE
O E2
O E2/E
Service man
13
12
.083
Student
22
18
16
.888
11
25
2.27
10
.1
Business man/self 6
employed
House wife
Total
6.112
Chi square test

Calculated 2 = 6.112
Table value = 7.815(at .05 level of significance)
Inference =not significant
hypothesis is selected.
Result is there is no significance difference between the two cities regarding profession of
33
Question 6 = to find whether there is any significant difference between income and the
The monthly income of the respondents is specified below
Less than 10000- 8%
10000-20000-38%
20000-30000-34%
30000-50000-13%
More than 50000-7%
34
Fig. 6
Income
Ludhiana
Jalandhar
Total
Less than 10000
10000 20000
19
19
38
20000 30000
18
16
34
30000 50000
13
More than 50000
Total
50
50
100
35
Income
LDH
LDH (E)
OE
O E2
O E2/E
observed(O)
Less than 10000
.25
10000 20000
19
19
20000 30000
18
17
.058
30000 50000
.142
More than 50000
Income
JAL (O)
JAL (E)
OE
O E2
O E2/E
Less than 10000
.25
10000 20000
19
19
20000 30000
16
17
.058
30000 50000
More than 50000
.25
Total
50
1.08
36
Chi square test

H 0= there is no significance difference between the two cities regarding income of the people
H1= there is significance difference between the two cities regarding income of the people
Calculated 2 = 1.08
hypothesis is selected.
Result is there is no significance difference between the two cities regarding income of the
37
Question 7 = why did the respondents prefer to visit shopping malls?

1) Status symbol
2) More variety at single place
3) Inspired by friends
4) Free from traffic hazards
5) Any other
The result given by respondents is analyzed and the results are
17 % of respondents say that it is status symbol that they visit shopping malls
48% of respondents say that there is more variety at single place so they visit shopping malls
7% of respondents say that they are inspired by friends to visit the shopping malls
21% of respondents say that they feel free from traffic hazards so they visit shopping malls
7% of respondents have other reasons to visit to shopping malls
38
1 = Status symbol
2 = More variety at single place
3 = Inspired by friends
4 = Free from traffic hazards
5 = Any other
39
Fig. 7
Question 8 = why the respondent say about quality of products in shopping malls?
1) High
2) Low
The result given by respondents was analyzed and the results are
73% of respondents say that they get high quality products and services
27% of respondents say that they get medium quality products and services
40
Fig. 8
Chi square test
H0 = the customer find low quality products in shopping malls
H1 = the customer find high quality products in shopping malls
Quality
Observed value
High
73
Low
27
41
From the above analysis, it is found that the calculated value is greater than table value i.e null
hypothesis is rejected
Result is the customer find high quality goods in shopping malls
Question 9 = what did the respondents feel about the price of products in shopping malls?
1) High
2) Low
79% of respondents say that they get products and services on high prices.
21% of respondents say that they get products and services on low prices.
42
Fig. 9
Chi square test
H0 = the customer find products on low prices in shopping malls
H1 = the customer find products on high prices in shopping malls
Quality
Observed value
High
79
Low
21
Chi square test

43
hypothesis is rejected.
Result is the customer find products on high prices in shopping malls
Question 10 = what did the respondents feel about the service of sales executives?
1) Satisfied
2) Unsatisfied
65% of respondents say that they feel satisfied from the services of sales executives.
35% of respondents say that they feel unsatisfied from the services of sales executives
44
Fig.10
Chi square test

H0 = the customers are not satisfied from sales executives in shopping malls
H1 = the customer are satisfied from sales executives in shopping malls
Satisfaction level
Observed value
Satisfied
65
Unsatisfied
35
Chi square test

45
Calculated 2 = 9
Result is the customers are satisfied from sales executives in shopping malls
Question 11 = is there any benefits provided to the respondents by visiting shopping malls
again and again?
1) Yes
2)
No
68% of respondent said that they got benefits by visiting a particular shopping mall again and
again.
32% of respondent said that they do not got any benefits by visiting a particular shopping mall
again and again.
46
Fig.11
Chi square test

H0 = the customers did not got benefits by visiting a particular mall again and again
H1 = the customer got benefits by visiting a particular mall again and again
Benefits
Observed value
Yes
68
No
32
Chi square test

Calculated 2 = 6.48
47
From the above analysis, it is found that the calculated value is greater than table value i.e. null
Result is the customer got benefits by visiting a particular mall again and again
Question 12 = if yes than which are the benefits provided to respondents by visiting
shopping malls again and again?
1) Discounts
2) Free gifts
3) Any other
The result was analyzed and the results are
58% of respondents say that they got discounts on purchases.
36% of respondents say that they got gifts.
8% of respondents say that they got some other benefits.
48
= Discounts
= Free gifts
= Any other
49
Fig.12
Question 13 = did the respondents find shopping mall a good place for family outing?
1) Yes
2)
No
The result was analyzed and the results are

78% of respondents say that shopping malls are good place for family outing.
22% of respondents say that shopping malls are not good place for family outing.
50
Fig.13
Chi square test
H0 = the customers did not find shopping malls a good place for family outing
H1 = the customer find shopping malls a good place for family outing
Good place for outing
Observed value
Yes
78
No
22
Chi square test

51
Result is that the customer find shopping malls a good place for family outing.
Question 14 = did the respondent find shopping mall better than shops?
The given result was analyzed and the result is
83% of respondents find shopping malls better than shops.
17% of respondents did not find shopping malls better than shops.
52
Fig.14
Chi square test

H0 = the customers did not find shopping malls better than shops
H1 = the customer find shopping better than shops
Good place for outing
Observed value
53
Yes
83
No
17
Chi square test

Result is that the customer find shopping malls better than shops.
Question 15 = which are the reasons that respondents find shopping malls better than
shops?
1)
2)
3)
4)
5)
Variety at one place

Quality products
Easy to find/ compare product at same place
Fast and good service
Effective CRM (customer relationship management)
The data was analyzed and results are

54
27% of respondents find shopping malls better than shops because they got variety at one place
23% of respondents find shopping malls better than shops because they find quality products
16% of respondents find shopping malls better than shops because it is easy to find/ compare
product at same place
13% of respondents find shopping malls better than shops because they got fast and good service
21% of respondents find shopping malls better than shops because they find Effective CRM
(customer relationship management)
1
2
3
4
5
= Variety at one place

= Quality products
= Easy to find/ compare product at same place
= Fast and good service
= Effective CRM (customer relationship management)
55
Fig.15
Question 16 =which are the factors other than shopping attracts respondents to visit
shopping malls?
1) Food courts for family
2) Gaming zones for children
3) Good source of exploring market
4) a nice time pass to recreate
56
The data collected was analyzed and the results are

33% of respondents say that they are attracted towards malls because of food courts for family
8% of respondents say that they are attracted towards malls because of gaming zones for
children
42% of respondents say that they are attracted towards malls because of good source of
exploring market
17% respondents say that they are attracted towards malls because they find shopping mall a
nice time pass to recreate.
= Food courts for family
= Gaming zones for children
= Good source of exploring market
= a nice time pass to recreate
57
Fig.16
Chapter 5: FINDINGS & SUGGESTIONS.

5.1 Findings
People visit shopping malls because they find variety at single
place and
status symbol and free from traffic hazards are other reason of the people to visit
shopping malls
Most of the people find high quality goods in shopping malls
58
Most of the people find high prices in shopping malls

Most of the people are satisfied by the service provided by sales executives
Most of the people find shopping malls a good place for outing
Most of the people find shopping malls better than shops because they find variety,
quality and effective customer relationship management
Good source of exploring market and food courts are factors which
attract people
towards shopping malls.

There is no significance difference between the gender and the people visiting shopping
malls of the two cities.
There is no significance difference between the age and the people visiting shopping
There is no significance difference between the qualification and the people visiting
shopping malls of the two cities.
There is no significance difference between the income and the people visiting shopping
There is no significance difference between the marital status and the people visiting
shopping malls of the two cities.
There is no significance difference between profession and the people visiting shopping
malls of the two cities
5.2 SUGGESTIONS
o There should be one employee who attends at least five customers in shopping
malls.
o The shopping malls should provide benefits to old age customer so that they visit
again and again.
59
o Smoking zones and Spittoons should be there in shopping malls.

o PVR and food courts are the factors which attract customers so emphasis should
be given on food courts and other recreation activities.
o Recharge facilities should be there in shopping malls for mobiles and other
services.
Chapter 6: CONCLUSION
After conducting survey and analyzing data it can be concluded that people are satisfied visiting
shopping malls and there are factors like quality of products, variety at single place, food courts
which attracts people to visit shopping malls weather they find products and services on high
prices. People like to visit in shopping malls because quality is there and satisfaction is there
from sales executives also. People find shopping malls better than shops because there are
varieties of products and it is easy to find and compare the products at one place.
60
The comparison of the two cities was done and it can be concluded that there is no difference
regarding gender, age, marital status, qualification, income and profession of the people visiting
shopping mall of both the cities.
QUESTIONNAIRE
I, Arashdeep Sekhon, student of MBA 4th semester of DAVIET, Jalandhar, am conducting a
survey on CUSTOMER ATTITUDE TOWARDS SHOPING MALLS for the fulfillment of
final research project. I would be extremely thankful if you fill the following questionnaire. I
hereby declare that the information collected through this survey will be kept confidential and
will be used only for the educational purpose.
RESPONDENT PROFILE
61
Name- _______________________
Location- ____________________
1. Sex group
a) male
b) female
2. Marital status
a) Married
b)
unmarried
3. Age group
a) 15-30
b) 30-45
c) 45- 60
d) more than 60
4. Qualification
a) School level
b) Under graduate
c) Graduate
d) Post graduate
5. Profession
a) Service man
b) Student
c) Business/self-employed
d) House wife
e) Any other
6. What is your monthly income in rupees?

a) Less than10000
b) 10000- 20000
c) 20000-30000
d) 30000-50000
e) More than 50000
Please tick at the appropriate option:7. Why you prefer to visit shopping malls?
62
a) Status symbol
b) more variety at single place
b) Inspired by friends
d) free from traffic hazards
e) Any other
8. What do you say about quality of product provided in shopping malls?

a) High
b) Low
9. What do you say about prices of products in shopping malls?

a) High
b) Low
10. What did you feel about service of sales executives?

a) Satisfied
b) Unsatisfied
11. Is there any benefits provided to you by visiting a particular mall time and again?
a) Yes
b) no
12. If yes then which are the benefits provided to you?

a) Discounts
b) gifts
b) Any other
13) Do u find shopping malls a good place for family outing?
a) yes
no
14) Why does u find shopping malls better than shops?
a) Variety at one place
c) Easy to find/ compare product at same place
e)
b) Quality products
d) Fast and good service
Effective CRM (customer relationship management)
15) What other factors attract your family to shopping malls?

a) Food courts for family
b) Gaming zones for children
c) Good source of exploring market
d) a nice time pass to recreate

63
Bibliography
Indian journal of marketing
volume XXXVI September 2007
Indian journal of marketing
volume XXXVIII April 2008
www.proquest.com
http://www.google.co.in/#hl=en&source=hp&q=SHOPPING+MALLS&aq=f&aqi=g10&aql=&
oq=&gs_rfai=&fp=44832512ea036a4d
http://en.wikipedia.org/wiki/Shopping_mall
64
http://www.megamalls.in/
http://proquest.umi.com/pqdweb?nocfc=1
www.daffodilvarsity.edu.bd/.../13=%20Feroz%20Ahmed=13.pdf
65

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PROJECT REPORT ON

CONSUMER ATTITUDE TOWARDS

Punjab Technical University

Lect. MBA Dept.

MBA 4th Sem.

DAV INSTITUTE OF ENGINEERING & TECHNOLOGY

CERTIFICATE OF COMPLETION BY FACULTY GUIDE

Lecturer of MBA Department

Limitation of the study

Findings and Suggestions

What is a shopping mall?

1.2 Classification of shopping malls

Mall boom in India

Mall development and boom in India is a subset of this booming retail.

Consumers Attitude towards Modernized

A Case Study at Khulna City

Malls are too dull for India's hot-blooded shopper

MALLS AND GENERATION Y CONSUMERS: A CONSUMPTION MOTIVATION

Perceived shopping mall image

CHAPTER 3: RESEARCH METHODOLOGY.

To know what consumer perceive about the price in shopping malls.

To know which is better shops or shopping malls.

UNIVERSE: The universe of this study is cities of Ludhiana and jalandhar.

TARGET POPULATION: The target population varied from 15 to 65 years of age.

LIMITATIONS OF THE STUDY

Chapter4: DATA ANALYSIS

Chi square test

Chi square test

= 3.84 (at .05 level of significance)

Chi square test

Chi square test

= 3.84 (at .05 level of significance)

Chi square test

Chi square test

= 3.84 (at .05 level of significance)

Chi square test

Chi square test

= 7.815 (at .05 level of significance)

Business man/self employed

Chi square test

Less than 10000

More than 50000

More than 50000

Less than 10000

More than 50000

Chi square test

Question 7 = why did the respondents prefer to visit shopping malls?

Chi square test

Result is the customer find products on high prices in shopping malls

Chi square test

Chi square test

Chi square test

Chi square test

The result was analyzed and the results are

Chi square test

Chi square test

Chi square test

Variety at one place