SUMMER REPORT

ON

MARKETING STRATEGY OF SAHARA GROUP

Under Guidance of: Submitted By:

ABHI GUPTA
FACULTY ASB BBA 3rd SEMESTER
 PREFACE
SUMMER REPORT is an integral part of BBA program for the partial
fulfillment of this course.

I got the opportunity to make my dissertation on ‘SAHARA INDIA

COMMERCIAL CORPORATION Ltd.’ division of SAHARA
INDIA PARIWAR where I have analyzed a hypothetical marketing
strategy for SAHARA GANJ MALL”.
I have done my survey work on professionals in Lucknow. In this project
I have done my level best to explore as much as possible and have tried
to give the maximum possible views of respondents towards The Sahara
Ganj Mall. I selected Sahara India Pariwar for my project as it is a
dynamic organization of India.

As such I hereby present my project for evaluation, which gives an

insight over the current trends prevailing in the Mall & Multiplex.

ABHI GUPTA
 ACKNOWLEDGEMENT
I convey my heartily thanks to all those people who helped and supported
me during the course for completion of my SUMMER REPORT.
The present work is an effort to throw some light on “Developing a
hypothetical marketing strategy for SAHARA GANJ MALL”. The work
would not have been possible to come to the present shape without the
able guidance, supervision and help to me by number of people.

I wish to express my deep sense of gratitude to MR. M.N.Singh,

Manager Worker, SAHARA INDIA COMMERCIAL CORPORATION,
LTD, COMMAND OFFICE, LUCKNOW for giving me an opportunity to
learn about my project.

I am greatly obliged to my faculty in charge

who guided me for completing this Report and continuously motivated &
help me a lot.

I am also thankful to all those especially to my friends who

contributed to this project’s successful completion.

At last but not the least, my deep sense of gratitude to my parents

for their limitless love and blessings.

ABHI GUPTA
BBA (2009-2012)
AMITY SCHOOL OB
BUSINESS
NOIDA
 TABLE OF CONTENTS

• Objective of the project

• Introduction to malls in Lucknow

• Profile of Sahara India Pariwar

• History of Sahara group

• Company profile

• Objective of the company

• Various sectors under Sahara group

The Project Background and methodology

• Research methodology

• Research design

• Data collection method

Analysis
• Sample profile

• Data interpretation

• Findings

• Suggestion

• Limitations

• Conclusion
 Appendices
Questionnaire

BIBLIOGRAPHY
 INTRODUCTION TO MALLS AT
LUCKNOW

WAVES MALL
Earlier the people of Lucknow were not familiar with the Mall &
Multiplex. the first multiplex at Lucknow was started in 2001 and the
builder were in the horns of dilemma that what will be the response of
people but the people of Lucknow took it as a hot cake, it was the WAVE
MULTIPLEX. After the great success of WAVE manu other builders
bought up their own malls.

SAHARA GANJ MALL

Sahara India Pariwar built a multiplex at Sapru Marg Shahnjaph Road near
Carlton Hotel, total area is 6.5 acres it has ground, basement & four storey
building it will have the facility of 7 lifts ( capsule & 5 ordinary) it was
completed in October 2005.

RIVER SIDE MALL AND MULTIPLEX

Amrit brother’s Pvt. Ltd, built the next mall beside the Taj Hotel, RIVER
SIDE MULTIPLEX it has total land area 62000sq mtr. And total build up
area 1700 sq. mts., there are four Cineplex and it’s a three story building ,
their scheme was to sell the entire floor to a company they were not
interested in selling shops. The project was completed in 2007.

FUN REPUBLIC MALL

The ZEE TV group built a mall at gomti nagar by the name of FUN
REPUBLIC MALL the project completed in 2007.
SINGAPORE MALL

A Pvt. Construction group is planning to build up a mall named

SINGAPORE MALL in Gomti Nagar. Till 25th of July 2005 the
construction work was not started. But in near future it will be also come
in existence.

CITY MALL
M.I. builders are building a mall at Vipul khand, Gomti Nager near CMS.
M.I. builders have collaboration with Fortune Group & Tariq constructions
Pvt Ltd.they have 62000 sq.fit area for construction, they are building 130
shops with three Cineplex and the building will be three story. They have a
good space for parking & common hall. The building will have 2
escalators with 3 lifts.
Emotions are of two kinds - love and respect. Love is an inferior
emotion which has been given by God to fulfill your reasonable,
unreasonable needs. But in human society since we have the
thinking power, so sense and action of respect for others and
sense of self-respect is the most superior emotion.

-SUBROTO ROY
PROFILE OF SAHARA INDIA PARIWAR

INTRODUCTION
HOME CALLED INDIA
PARIWAR CALLED SAHARA

“WHERE THE MIND IS WITHOUT FEAR AND THE HEAD IS HIGH WHERE
KNOWLEDGE IS FREE, WHERE THE WORLD HAS NOT BEEN BROKEN UP INTO
FRAGMENTS. BY NARROW DOMESTIC WALLS, WHERE THE WORDS COME OUT
FROM THE TRUTH…INTO THAT HEAVEN OF FREEDOM, MY FATHER LET MY
COUNTRY AWAKE”.

In line with the prayer of Gurudev Rabinder Nath Tagore the

country did awaken and got the long cherished dream of independence on
the 15th of August 1947. Remembering the words of Mahatma Gandhi
who always wanted to make India into one family in which everyone had
a role to play, deeds to contribute to enjoy peace, harmony and
tranquility. India has come long way in these 50 years since
independence and definitely the people of the nation as a whole
contributed in all the achievements, which have resulted in India as a
whole have contributed in all the achievements, which have resulted in
India competing with developed countries of the world and make for
itself in various fields. Their achievements go a long way in reviving its
true spirit of excellence and perseverance.

Sahara India Pariwar is proud to take this opportunity of appreciating,

acknowledging the constructive contribution of the great sons of the soil.
Since our inceptions in 1978 we have had the privilege of sharing our
thoughts, dreams with many great personalities. We also in our own
humble way have endeavored in building an ideal family and becoming
an integral part of our home called India.

We look forward to continuously marching together with the true

soldiers, architects of the nation towards overall progress of the nation,
which would help in making our beloved country an ideal family with a
glorious past and an exemplary future.
 EMOTIONALLY INTEGRATED

SAHARA INDIA PARIWAR

Sahara India Pariwar is not a business organization but an emotionally

integrated family. All its members are knitted together by a single thread
called “emotion” and itself with the team spirit of Indian nationalism, its
culture, tradition, belief, ethics, value and morals. The members adore the
holy motherland.
 HISTORY
SAHARA INDIA PARIWAR BEGINNING

A table and two chairs, one small office, a faithful lambretta scooter and
a staff of one clerk and a runner boy. That was the beginning of Sahara
“Para Banking”. The public deposit Mobilization Company that reached
out to rural India and not just the urban crowd. It is this same small
saving venture that has blossomed into what is today. The country’s
largest deposit Mobilization Company in the private sector.

 YEAR - 1978

CAPITAL - Rs. 2000/-

 PLACE
-GORAKHPUR

 ESTABLISHMENT -ONE SMALL

ROOM WITH
2 CHAIRS
AND A TABLE
 COMPANY PROFILE

The 25th foundation day 1st Feb, 2004.

1978 2004

Started from Gorakhpur with 3 All India presence with over 6.9 lac
workers workers
Over 34.5 lac dependents'
15 dependents' livelihood
livelihood
Over 6.1 crore depositors (1 out of
42 depositors. every 17 Indians).
Asset - Rs. 2000 only. Assets - over Rs.50,000 crore.
1 Establishment 1707 establishments
No Malik * No Malik *
No Trade Union No Trade Union

Asset Base by 2004 Rs. 50,000 crore.

Fast growing towards Rs. 100,000 crore.

The largest infrastructure in Private Sector in India.

TRULY A PARIWAR largest best and most disciplined “Pariwar”
SAHARA INDIA PARIWAR’S PHILOSOPHY

“COLLECTIVE MATERIALISM”
In any human relationship, it becomes imperative to take into
consideration the, materialistic aspect of life -we do so but by giving it
second priority. The first priority is given to emotional aspect and with
perfect blending of materialism with emotionalism results in continuous
collective growth for collective sharing and caring, which gives an
impetus to our philosophy -"COLLECTIVE MATERIALISM".

“STRENGTH”
We never do wrong nor do we tolerate it. Sahara India Pariwar never
plans, never acts, never needs, never desires and so never ask anything
which is not legitimately due to us from ANYBODY including people
from legislature, judiciary, administration or from any field -Never with
any kind of INTENTION which is against the interest of, society and
country, against the law of the land or against basic values and ethics.

“DISCIPLINE”
DISCIPLINE is enthusiasm obedience of laws and orders, which are
given by RIGHTFUL AUTHORITY. Seniors are rightful at the
Workplace and Parents, other responsible elders are rightful authority in
our Social Sphere.
SELF DISCIPLINE is enthusiasm obedience of laws and orders, which
are promoted by justified demand of the situation.
DUTY is enthusiasm obedience of laws and orders which are given by
your conscience.

“QUALITY”
We at 'SAHARA' always and religiously chase QUALITY -In honoring
Rules, If Regulations, Commitments, Values, Fairness, Performance of
Duties by honestly balancing ours and other's reasonable point of view in
the matters of Material & Emotional aspects besides best possible
Product Quality and Service Quality -SO QUANTITY ALWAYS
CHASES US.
PROFIT SHARING

OUR MAN POWER – OUR PRIME ASSESTS

“EMOTION” is not just another beautiful words. EMOTION is the key
that generates the required enthusiasm for performance. Expression of
emotions is in enthusiastic performance of duties towards others from
others reasonable point of view with strong and sharp sense of duty. Such
enthusiastic performance towards the organization in day work properly
balances the quality, cost and time demands, which give the desired
material output, fused with meaning of “discipline” and “self discipline”
i.e. “the enthusiasm obedience of laws and orders which are given by the
rightful authority” and “which are given by the demand of the situation”,
give birth to professionalism – the ultimate continuous productivity for
the collective development.

PROFESSIONALISM IS EMOTIONALISM.
OBJECTIVE OF SAHARA INDIA PARIWAR
SAHARA INDIA PARIWAR
STANDS FOR

Emotion before Economics

Principles before Profit

Values before Wealth

Man before Money

Country before Religion

Quality before Quantity

Conscience before Corporation

Family before Fortun

 KARTAVYA COUNCIL
Your Rights Are Our Duty
WHAT
A commitment of Sahara India Pariwar to the genuine needs and rights
of any body & everybody-Be it to a depositor, newspaper reader,
consumer, flier………… all business associates and Sahara India Family
Members.
AIM
To provide justice – Be it a matter of tiniest imperfection or justice in
our COMMITMENT products or service direct or indirect, short term or
long term.

NEED
India needs effective consumer protection and protection of worker
genuine rights. There are various agencies, promising protection &
action. But no external body can provide justice unless the company
becomes ‘QUALITY CONSCIOUS’ WITH STRICTLY NO
DISCRIMINATION POLICY AND JUSTICE CONSCIOUSNESS as its
very dominating nature.

MOTTO
We not only believe but practice NO DISCRIMINATION, JUSTICE &
HIGH QUALITY – means enthusiastic, productive performance of duty
‘KARTAVYA’ towards the consumers’, workers’ genuine satisfaction.

WHERE
Kindly rush your grievances/suggestions or any queries related to
Sahara India Pariwar to the nearest Sahara establishment.

RESPONSE WILL NEVER BE DELAYED AND JUSTICE

WILL NEVER BE DENIED.
VARIOUS SECTORS
UNDER
SAHARA GROUP
 PARA BANKING
India's No. 1 Public Deposit Mobilization company in the Private
Sector Mobilizing Highest yearly deposit level in the country.

• Over 6.1 crore Esteemed

Depositors.
• 1707 Establishments.
• Serving 1 Out of 20 Indians.
• Now entering into Life Insurance,
Mutual Funds, and Housing Finance
& Sahara Net - The 12th largest Certificate of Registration by Reserve
network of V-SATs in the World. Bank of India

Sahara India Financial Corporation

Limited is the First Residuary Non-
Banking Company of the country that has
been granted Certificate of Registration by
Reserve Bank of India and a clean chit for
complying with all the guidelines
applicable to the Residuary Non-
Banking Financial Companies
(RNBCs).

Our Strong and Strict Fundamentals-

• Stringent Expense Control with the Cost of Fund including Interest Cost within
10.0% per annum.
• No Speculative Investment with Total Investment in Equity at 0.34% of the
Total Assets.
• High-Class Quality Investment, which restricts the Non-performing Asset
Ratio to 1% only.
• No Unsecured Loan and hence no Bad Debts at all.
Capital Adequacy Ratio of 19.28% when the statutory requirement is 12% only.
 HOUSING

33,400 acres of Company owned land. Project worth

Rs.1,72,000 crores.

Not only dream houses but also, for the first time in
India a dream lifestyle for the common man
The World's Largest Chain of Self-sufficient High
Quality Township in 217 Cities

SAHARA INDIA COMMERCIAL CORPORATION LTD. has

under its banner some of the finest business addresses. Built on the
latest architectural concepts, these offices cum shopping complexes
bear outright signatures of success.
 MALLS AND MULTIPLEXS

Sahara Mall, Gurgaon

India's first Brand Super Mall spread over 2.3 Lac Sq.ft. is a unique
Shopping Mall which shall comprise company owned Brand outlets and
flagship stores promising complete range of products and latest offerings.
A Shopping Mall that shall set new standards in contemporary design and
latest facilities and amenities making it one of the most preferred
shopping zones for the consumers with international class retailing
environment. Already several reputed brands like Pantaloon,
MacDonald’s etc. have ensured their presence in Sahara Mall.

A multiplex for recreational and leisure activities is the highlighting

feature of Sahara Mall. This Mall has been expertly designed by W.S.
Atkins, global leaders in architecture and engineering consultancy. The
construction work is being carried out by renowned firm M/s Larsen &
Toubro-E.C.C. Division.

Having earthquake resistant construction designed to international

standards, it provides a shopping, entertainment and leisure environment
as never before. Truly, it is the mall of future.

Total built up Area: 2.37 lac sq. ft.

Status: Completed.
 Sahara Ganj – Lucknow

A brand Super Mall with a built up area of approx. 4 lac sq.ft. shall be
one of the largest in India matching international standards with the best
in value additions truly orchestrating a synergistic symphony of retailing
amidst an environment of recreation and pleasure with state of the art
facilities.

An epitome in majestic stylish designing and incorporating all the

parameters of a world class mall, Sahara Ganj has been crafted by W.S.
Atkins and is poised to become a pioneer in its class which shall set the
standard in terms of quality of design development, construction,
technology and services as exemplified by the Multiplex and Bowling
Alley and many more which shall be the first of its kind in Lucknow.

Total built up Area: 3.93 lac sq.ft.

Status: Taking Shape
 SAHARA SHOPPING CENTRE

An expertly designed complex, incorporating the latest and the finest in

ultramodern concepts, Sahara Shopping Centre has captured the hearts of
the businessmen, entrepreneurs and the shoppers alike in Lucknow.
A centre of excellence, style and standard, it is a fine example of splendid
workmanship.

Total built up Area: 1.09 lac sq. ft.

Status: Completed
 Sahara Trade Centre – Lucknow

Sahara Trade Centre is the most impressive building on the Faizabad

Road, situated on the bustling highway with a wide and extensive
frontage and multiple entries. Ideally planned and located at a stones
throw distance from well developed posh localities in Lucknow, it is an
ultramodern shopping cum office complex with spacious showrooms and
well designed office space.

Total built up Area (Thousand Sq. Ft.): 47.05

Status: Completed
 Sahara Plaza, Lucknow

An expertly designed complex on an expansive area incorporating the

finest in ultramodern concepts with multiple entrances and assured
frontage to every shop, Sahara Plaza is well poised to become a pioneer
in its class with an impressive elevation that enhances the grandeur of the
complex and broad landscaped pathways & wide corridors to ensure
uninhibited movement. Large area has been dedicated solely to parking,
making it hassle-free. Generators for round the clock lighting and
automatic heat sensitive fire control system for total protection shall be
also be provided.

The construction of Sahara Plaza is based on the latest construction

technology as per the Bureau of India Standards IS 1893 norms for
maximum earthquake resistance.

Total built up Area (Thousand Sq. Ft.): 67.08

Status: Completed
 Sahara Bazar Lucknow

Our first commercial venture, an exclusive shopping complex built on an

ultra modern architectural concepts. Consisting of marvelous hexagonal
modules with beautifully designed show rooms, shops and a sprawling
Terrace Restaurant.
Total built up Area: 44.6 thousand sq. ft.
Status: Completed
Integrated Sahara Tourism Circuit In West Bengal

Unique Features of Sunderban: -

 Only mangrove tiger land on the globe.
 Largest estuarine delta in the world.
 Largest species of mangrove in the world.
 Largest number of Royal Bengal Tigers in the
world.
 Largest species of estuarine crocodiles in the
world.
 Established as a National Park in 1984.
 Inscribed in the World Heritage List in 1985.
 Media & Entertainment

 Round-the-Clock Entertainment Channel with Mega Attractions

 24-Hour National News Channel

 31 Round-the-Clock City-Centric Regional News Channels

Offering Local News and Events

 State-of-the-art Technology

 47 Editions of Print Publications Including Dailies and Weeklies in

Hindi, English and Urdu

 Satellite Radio Channels

SATELLITE TELEVISION CHANNELS

Sahara Manoranjan: 24-hour, free-to-air and digital Hindi satellite TV

entertainment channel offering soaps, serials, mini-series, blockbuster
movies, mega events and other interesting programmes.
Sahara Samay: One free-to-air and digital 24-hour national Hindi
satellite news channel and 31 round-the-clock city-centric regional
satellite news channels using the world's most advanced, Asia's largest
and India's first fully - automated electronic news production and state-
of-the-art transmission technology.

PRINT PUBLICATION

47 editions in 3 languages including Sahara Samay (Hindi weekly

broadsheet), Sahara Time (English weekly broadsheet), Aalmi Sahara
(International Urdu weekly), Rashtriya Sahara (Hindi daily
newspaper) and Roznama Rashtriya Sahara (Urdu daily newspaper)
using one of the largest & fully integrated pre-press, on-press and post-
press print production facilities in India.

SATELLITE RADIO CHANNEL

Sahara Swar: Soon-to-be launched satellite radio channel on Mumbai

suburban trains, delivering entertainment and news. To be subsequently
available world-wide.
 AVIATION

In the fast changing Indian Aviation scenario, Air Sahara has

unassailably established itself as one of the leading players in the Indian
Aviation industry. It has constantly brought in new initiatives and has
today developed into a wholesome airline, which offers benefits and
services unmatched by any other domestic operator. Today, the Airline is
on the threshold of a new dawn of success and consolidation.
Air Sahara is part of the multi-crore Sahara India Pariwar. Sahara India
Pariwar has interests in Public Deposit Mobilization, Media &
Entertainment, Housing & Infrastructure, Tourism, Consumer Products
and Information Technology. Starting on a modest scale and a capital of
only Rs. 2000 in 1978, Sahara India Pariwar has traversed a long way to
become an icon in Indian entrepreneurship.

The airline is currently undergoing a complete overhaul and restructuring

exercise. Air Sahara has redefined itself in terms of an efficient and
punctual airline with a high record of on-time-performance and dispatch
reliability. Efforts are being made to increase connectivity and offer
convenient timings.
.Air Sahara has taken the lead in introducing novel initiatives such as
Steal-a-seat flexi fare options, Sixer/Super Sixer and Square Drive/Super
Four. The Sixer initiative recently won the 'The Pacific Asia Travel
Association' (PATA) award for the year 2003, at Bali, Indonesia.
Air Sahara's frequent flyer programme called Cosmos has also become a
great hit with the passengers as it offers faster accruals, lower redemption
bars and requires no minimum balance for redemption. Very simply put,
it is India's fastest way to fly free. Interline agreements with almost 87
international airlines and 21 General Sales Agents spread all over the
world makes it easy for a passenger to book a seat and obtain a ticket
from any part of the world.
 Sahara Hospital Project

THE SALIENT FEATURES :-

• Association of leaders of service, health and Architecture Sahara

India Pariwar, Apollo hospital group and Architect Hafeez
Contractor.

• Holistic approach towards health with estimated cost of more than

150 crores.

• Super-specialty, Tertiary cares Hospital.

• 350 beds Hospital expandable to 500 beds.

• On 40 acres of land in Gomtinagar, Lucknow.

• More than 25 super-specialties with state of the art equipment under

one roof.

• World class services with convergence of medical science and

technology

• Tele-medicine- medical facilities to the remotest of India through V-

sat.

• Dedicated floor and special privileges for the Karmyogies of Sahara

India Pariwar.

• Centre for Preventive and alternative medicine

• More than 1000 general and highly specialised technology driven job
 CONSUMER PRODUCTS

• 44 brands - more than 1957 quality items which ensure ultimate customer
satisfaction.
• Seven broad product categories, which include
• Cosmetics
• Toiletries
• Garments
• Food Products
• Toys
• Fashion Jewellery and
• Object D'Arts.
• 1707 distribution centres.
• Over 6.9 lac strong sales force.
• 5.1 crore consumer base.

Sahara Net

Sahara Net - The 12th largest network of VSATs in the world

that would provide multi-dimensional services to the customers.
THE PROJECT
BACKGROUND
AND
METHODOLOGY
 RESEARCH METHODOLOGY
Research methodology describes the research procedure. This includes
the overall research design, the sampling procedure, the data collection
methods, field methods and analysis procedure.

RESEARCH DESIGN
A research design is a arrangement of conditions for collection and
analysis of data in the manner that aims to combine the relevance
purpose with economy procedure.

Research are of three type

(a) Exploratory research

(b) Descriptive research
(c) Hypothesis testing research

For this a through examination of the procedure was done. Efforts were
made to single out those individuals who were most imaginative. All
efforts were made to locate customer of special ability to give
information regarding the facilities.

Since the objective of the exploratory research was to find new ideas, it
was important to give respondent the greatest possible freedom to
response that they could come out with their original ideas.

Te respondents selected were better educated. The comprised of the

teachers, employee-government & non government. And businessman.
The respondents were selected from the middle class, lower middle class
also.
 DATA COLLECTION METHOD
Since the secondary data was not available, the research
undertook a field survey to collect the information from the
primary data.
Secondary data can be defined as the data collected
by some one else for the purpose other then solving the
problems being investigated. Whereas primary data, on the other
hand, are generated by a study specially design to accommodate
the data needs of the problem at hand, to collect the primary
data an undersigned questionnaire used to get the response were
in the proper sequence.
The research himself collected a few dates through observation
while as a summer trainee in the company.

QUESTIONNERE
The research organized the following points given below so as
to provide a step by step approach to the development of a
questionnaire.

(1) Determination of the

information required.
(2) Determination of the type of
questions to be used.
(3) Determination of the content
of individual questions.
(4) Decisions of wording of
questions.
(5) Decision of sequence of
questions.
 (6) Determination of the nature of
the question.

SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample

from a given population. It refers to the techniques or the
procedure the research would adopt in selecting the items
to be included in the sample i.e. the size of the sample.

Step in Sample Design:

(1) Determination of the type of

universe.
(2) Determination of sampling
unit.
(3) Obtaining the source list.
(4) Determination of the size of
the sample.
(5) Deciding the budgetary
constraint.
(6) Deciding the sampling
procedure.

Total respondents: - 150

 RECOMMENDATIONS

After a though analysis of research finding & starting the

conclusions, the researcher is now in a position to give a few
honest suggestions to the company.

Marketing has its origin in the fact that humans are creatures or
need & wants. The ever increasing human needs make a
company to introduce the product multiplex.

The opinions of the customers are important & significant in the

marketing the mall & multiplex consist of all the pre and post
services provided by the builders. The construction company
should know what the customer wants and how to fulfill their
wants the trend is changing and the peoples are becoming
revolutionary both in their thoughts and actions so they want
more facilities & value for money. So the company must give
more care towards customers, they have to change with
customer as an old proverb says “Profit is the payment you get
when you take advantage of chance”. Company decides sample
size correctly to know customer opinion. Above all the company
should well aware about consumer behavior.

These are some suggestions which are known after doing

survey, so the company must take some steps to the customer
views.
 Q1.GENDER

36%
FEM ALE
M ALE
64%

INTERPRETATION:

1.36% females were interviewed.

2.64% male were interviewed.

 Q2.AGE

10%
17% 33% 2 5 -3 5
3 5 -4 5
4 5 -5 5
AB O VE 55
40%

INTERPRETATION:

1. 10% people were interviewed of age above 55 yrs.

2. 17% people were interviewed of age within 45-55yrs.
3. 40% people were interviewed of age within 35-45.
4. 33% people were interviewed of age within25-35.
 Q3.OCCUPATION

16% 4%
B U S IN E S S M A N
P R O F E S S IO N A L
S E R V IC E H O L D E R S
56%
24% OTHERS

INTERPRETATION:

1. 56% Businessmen were interviewed .

2. 24% Professionals were interviewed.
3. 16% Serviceholders were interviewed.
4. 4% Others were interviewed.
 Q4. INCOME LEVEL(PER MONTH)

0%13% 13%
B ELO W 10000
17% 1 0 0 0 1 -1 5 0 0 0
1 5 0 0 1 -2 5 0 0 0
2 5 0 0 1 -5 0 0 0 0
AB O VE50000
57%

INTERPRETATION:

1. 13% People were interviewed Below 10000 .

2. 17% People were interviewed of income level between 10001-15000.

3. 57% People were interviewed of income level between 15001-25000.

4. 0% People were interviewed of income level between 25001-50000.

5. 13%People were interviewed of income level Above 50000.

 Q5. HOW MANY TIMES YOU HAVE VISITED
MALLS MULTIPLEX?

20% NONE

L E S S T H A N 5 T IM E S
50%
M O R E T H A N F IV E
30%
T IM E S

INTERPRETATION:

1. 20% People have visited mutiplex not any time .

2. 30% People have visited mutiplex less than five time.

3. 50% People have visited mutiplex more than five times.

Q6. REASON FOR GOING MALL & MULTIPLEX.

10%
40% W A T C H IN G M O V IE S
25%
F A M IL Y O U T I N G
S H O P P IN G
R ESTAU R AN T
25%

INTERPRETATION:

1. 40% People were visiting mutiplex for watching movies

.
2. 25% People were visiting mutiplex for family outing.

3. 25% People were visiting mutiplex for Shopping.

4. 10% People were visiting mutiplex for Restaurant.

Q7. DO YOU WANT A SHOP IN ANY MALL.

12%

YES
NO

88%

INTERPRETATION

1.12% People were interested in purchaging shop in malls.

2. 88% People were not interested in purchaging shop in mall.

Q8. HOW MANY MULTIPLEX SHOULD BE IN THE CITY
LIKE LUCKNOW?

5% 8%
12%
ONE
TW O
M AN Y
C AN N O T SAY
75%

INTERPRETATION

1.8% People wanted one multiplex.

2. 12% People wanted two multiplex.

3. 75% people wanted many multiplex.

4. 5% people were not able to say the exact number.

Q.9 why do you want a shop in the mall?

20%
40% fo r o w n s h o p
in v e s t m e n t
f o r le a s e
40%

INTERPRETATION

1.40% People were interested for own shop.

2. 40% People were interested for investment.

3. 20% People were interested for lease.

Q10. MULTIPLEX SHOULD BE IN WHICH LOCATION?

2%
18%
30%
P E A C E L O C A T IO N
P O IS H L O C A T IO N
C O M M E R C IA L L O C A T IO N
O THER
50%

INTERPRETATION

1.30% People gave their choice for peace location .

2. 50% People gave their choice for posh location .

3. 18% People gave their choice for commercial location.

4. 02% people gave their choice for other location.

Q11.WHAT IS YOUR FIRST PREFERENCE
FOR FACILITIES PROVIDED BY MALLS?

20% 20%

O u t lo o k
p a r k in g
th e a te r
shops
26%
34%

INTERPRETATION

1.20% People gave their first choice for outlook .

2. 34% People gave their first choice for parking.

3. 26% People gave their first choice for theater.

4. 20% people gave their choice for shops.

Q.12 MUTIPLEX CULTURE IS DEVLOPING RAPIDLY IN
LUCKNOW IT IS…. .

10%

22%
A G G O D S IG N
U N NEC ES S A R Y
CAN NOT SAY
68%

INTERPRETATION

1.68% People said it is a good sign .

2. 22% People said it is unnecessary.

3. 10% People gave no response.

Q 13.THE BUILDING OF MALL SHOULD BE.

10% 7% 8%
S T A N D A R IS ED
EA RT H Q U A KE P RO O F
A BO V E BO T H
U S U A L A S O T H ERS
75%

INTERPRETATION

1.7% People were in favor to standarised building.

2. 8% People were in favor to earth quake proof building.

3. 75% People were in favor to standarised as well as

earth quake proof building.

4. 10% People were in favor to usual as others building.

Q. 14. WHAT IS YOUR PREFERENCE FOR THE
SECURITY AND SAFETY AT MALLS?

15%
33%
F IR E S A F E T Y
17%
V EH IV L E S A F ET Y
S A FET Y O F L U G G A G E
P ER S O N A L S A F ET Y
35%

INTERPRETATION

1.33% People gave their first preference to fire safety.

2. 35% People gave their first preference to vehicle

safety.

3. 17% People gave their first preference to the safety of

luggage.

4. 15%People gave their first preference for personal

safety.
Q.15. FROM WHERE YOU GET THE FIRST
INFORMATION ABOUT THE MULTIPLEX.

T H R O U G H M E D IA
15%
30%
B Y F R IE N D S
15%

F R O M PO STER S &
B ANN ERS
40% O THER S

INTERPRETATION

1.30% People got first information through media.

2. 40% People got first information by friends.

3. 15% People got first information from posters ,

cutouts & banners.

4. 15% People got first information by other sources.

 2. ELEVATOR

I P R EFER EN C E
34% 39% II P R EF ER EN C E
III F R EF ER EN C E
IV F R EF ER EN C E
V P R EF ER EN C E
0% 2%
22% V I P R EF ER EN C E
3%

INTERPRETATION

1. 38% people given first choice for elevator.

2. 2% people given second choice for elevator

3. 3% people given third choice for elevator

4. 22% people given fourth choice for elevator

5. 34% people given fifth choice for elevator

6. 1% people given first choice for elevator

 3.ESCALATOR

2% 14%
9% I P R E FE R E N C E
28%
II P R E F E R E N C E
1%
III F R E F E R E N C E
IV F R E F E R E N C E
V P R EFE R EN C E
46% V I P R EFE R E N C E

INTERPRETATION

1. 14% people given first choice for escalator.

2. 9% people given second choice for escalator.

3. 1% people given third choice for escalator.

4. 46% people given fourth choice for escalator .

5. 28% people given fifh choice for escalator.

6. 2% people given sixth choice for escalator.

 4. ATRIUM(COMMON HALL)

3% 10% I P R E FE R E N C E
5%
42% II P R E F E R E N C E
8%
III F R E FE R E N C E
IV F R E F E R E N C E
V P R E FER E N C E
32% V I P R E FE R E N C E

INTERPRETATION

1. 3% people given first choice for atrium.

2. 10% people given first choice for atrium.

3. 5% people given first choice for atrium.

4. 8% people given first choice for atrium.

5. 32% people given first choice for atrium.

6. 42% people given first choice for atrium.

 INTERPRETATION
(1) Mostly businessmen were interested to invest in
commercial sectors.

(2) People falling under the income level of 25,000 to50,000

(per month) were interested to invest in the mall & multiplex.

(3) Majority of people were interested to invest in Shopping

center for their business.

(4) Two third people were interested to have 2 to 4 shops in

their commercial property.

(5) One third people were invested to invest in commercial

sector for rental purpose and similar are for doing their own.

(6) Most of the people intrested in commercial property not

more then2 to 4 km. away from the commercial location.

(7) A number of people prefer for financial assistance to

invest in commercial sector.

(8) Most of the people have4 opted for M.I. builders, j.k.
bottlers as their promoter. Third preference was given to Sahara.

(9) To buy a commercial property most of the people

prefer in between 4 to 6 lacks as their investment amount.
(10) Maximum people preferred for ground flour for their
shopping center.

(11) People were generally interested to pay 2 /- per square feet

as their monthly maintenance charge.

(12) People are generally giving their preference for aminitiesa

provided by the promoter as following:

(a)power back up
(b) parking
(c)security
 SCOPE
The project will assist The company in conducting further
studies in this area of mall and multiplex and could lead to
increase the market share. This project is of great help to me in
getting exposure in the corporate world.
 PROBLEMS
While preparing the questionnaire on a hypothetical marketing
strategy I had to study a lot on the interest of the consumer of
the mall & multiplex for the services provided by the malls. For
this I was provided all the necessary documents and papers by
the respected employ of the company, they made my work look
easy. In preparation of the questionnaire I had to target the
nature of the customer, their expectations and many more
factors like this.

After completion of the questionnaire I was given the

responsibility of survey, in this I had to go all the malls &
multiplexes either build up or under construction as well as shop
to shop to make this questionnaire filled up by the people.
Through which I could get their views and opinions on the mall
& multiplex. This field work was my real test in which I came
into contact with variety of people; some were very courteous in
filling up the questionnaire, while most of them were not vary
eager, to increase the eagerness I told them that this
questionnaire will be used by the construction companies for the
new projects, which will be beneficial for them (people
surveyed) , because the construction firms will work according
to the people’s opinions and views as given in the questionnaire.

At last I would like to say that it was a great

experience which has given to me the confidence to conquer the
whole world.
 BIBLIOGRAPHY

Marketing management:- Philip Kotler

Research methodology:- C. R. kothari

WEBSITES
(1) google.co.in
(2) saharaindiapariwar.org
(3) saharahousing.com
(4) amolituderesearch.com
(5) mypage.uniserv
(6) cochiseccountyreality.co
m
(7) nicheswork.com
 QUESTIONNAIRE
I am Varsha Gupta Pursuing B.B.A. 6th semester in AMITY
UNIVERSITY LUCKNOW.
I request you to kindly give the information in the questionnaire. This
Information thus received shall be strictly confidential and shall be use
only for academic purpose only.
.

Name:

Age:

Gender: (1) Male (2) Female

Education: (1) Undergraduate (2) graduate (3) Post graduate

Occupation: (1) Service (2) Business

(3) Professional (4) Others

Income (per month):

(1) Below 10000/-

(2) 10001/- to 15000

(3) 15001/- to 25000

(4) 25001/- to 50000

(5) Above 50000

1. How many times you have visited multiplex?

(1) None (2) less than five times (3) more than five times
2. Reason for going to multiplex?

(1)Watching movies (2) Family outgoing (3) Shopping (4) Restaurant

3. Do you own a shop in any multiplex?

(1) Yes (2) No

4. How many multiplex should be in the city like Lucknow?

(1) One (2) Two (3) Many (4) Can not say

5. Do you want a shop in any multiplex?

(1) yes (2) no

6. Multiplex should be in:

(1) peace location (2) posh location (3) commercial location (4) other.

7. What is your preference for the following facilities:

(1) Out look (2) Open space (3) Fountain (4) Parking (5) Theater

(6) Shops (7) Safety (8) Restaurant (9)Service inside Multiplex

(10) Healthy environment.

8. Multiplex culture is developing rapidly in Lucknow it is:

(1) A good sign (2) unnecessary (3) Can not say

9. The building of multiplex should be:

(1) standardized (2) Earth quake proof (3) Both above (4) Usual as others

10. What is your preference for the security and safety of the Multiplex:

(1) fire safety (2) Vehicle safety (3) safety of luggage (4) personal safety

11. From where you get the first information about the multiplex:

(1) through Media (2) BY friends(3) From posters , Banners & cutouts (4) others

12. Write in few words your expections from a Multiplex:

Respondent Address: -
e-mail no.: -

Contact no. : -