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Niranjan Pradhan (TYBMS SEM VI, Bhavan's Chowpatty) : Mall Research
Niranjan Pradhan (TYBMS SEM VI, Bhavan's Chowpatty) : Mall Research
Niranjan Pradhan (TYBMS SEM VI, Bhavan's Chowpatty) : Mall Research
Meaning
Research means detailed study of a problem. Here, the details of the marketing
problem are collected and studied, conclusions are drawn and suggestions are
made to solve the problem quickly, correctly and systematically. In MR, specific
marketing problem is studied in depth by collecting and analyzing all relevant
information and solution are suggested to solve the problem which may be
related to consumers, product, market competition, sales promotion and so on.
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becomes king of the market place, with his desires, prejudice and every
whim transmitted to the producer and distributor. In brief, MR has wider
scope significance. It is useful to all parties involved in the process of
marketing.
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conclusion drawn from the research activity. The findings of the research
work may not prove to be accurate.
The importance of consumer is now accepted not only MR but also in all
aspect of business management. In fact consumer is the most important
person in business. He is the king and should be treated accordingly. All
production and marketing activities are for meeting his needs and also for
raising satisfaction and welfare. He is the cause and purpose of business
activities. Finally, modern business is not profit oriented but consumer-
oriented or service-oriented. All these arguments are equally applicable to
MR. in other words, MR activities move around the consumer and his
satisfaction.
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Meaning
The primary data collected are superior to secondary data. Primary data are
also necessary when the secondary data are incomplete. Primary data
needed to be collected from different sources such as survey, observation
and experimentation.
The primary data are reliable. However, problem in primary data is its cost,
both in term of money and time required for collection.
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a) Mail surveys .
b) Telephone surveys.
c) Personal interview.
d) Consumer panels.
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These conclusions help in knowing what the average consumer prefers to buy
today. Conversely it helps in understanding what his dislikes are too. Whether
the product to be launched gains acceptance in the mind of the consumer
depends to quite an extent on the Research Report. It helps us gain an insight
and get into the psyche of the consumer so we can design more and more
products and services which are best suitable to his needs. Not only will this help
in making more profits but also in enhancing consumer loyalty – a boon in
today’s competitive world.
The findings of the report are based on a field survey of 100 people, mostly in
malls. Although it may not give an exact idea of the buying behaviour of every
consumer, it does give a peek into the mind of the general preferences of the
conservationalist, the average and the spend-thrift consumer.
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Methodology
Once all this data was collected, it was then sorted out and statistically analysed.
A graph of each aspect contained in the questionnaire was made so as to get an
exact percentage of the findings. Conclusions, based on the outcome, hereby
obtained were drawn and decisions were taken about the probable buying
behaviour of the average consumer.
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Poll Results
Monthly Income
40
35
30
25
No. of People
20
15
10
5
0
Below 5000 5000-15000 15000-25000 25000 and
above
Income (Rs.)
From the above graph, we can observe that out of 100 people visiting a mall:
12 people have a monthly income below Rs. 5000
36 between Rs. 5000 – Rs. 15000
30 between Rs. 15000 – Rs. 25000
22 have Rs. 25000 and above
Interpretation:
12 out of 100 people cannot afford to make any significant purchases in a
mall.
36 out of 100 can afford to buy goods affordable to the lower middle-class.
30 out of 100 have the potential of becoming profit-earning consumers for
the mall.
22 out of 100 have the ability to pay for expensive goods.
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Educational Background
45
40
35
No. Of People
30
25
20
15
10
5
0
10th HSC Graduate Post Others
Passed Passed Graduate
From the above graph, we can observe that out of 100 people visiting a mall:
13 people are 10th passed
14 people are HSC passed
44 are graduate
28 are post-graduate
1 are Others.
Interpretation:
It is observed that people who are more educated have preferences and tastes
which are quite different from others who are less educated. It is observed that
10th passed and HSC passed people tend to copy the lifestyle led by most of the
well-educated people. This is because of the simple reason that with education
comes class.
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Frequency of Visit
Others 6
Quarterly 9
Fortnightly 13
26
Monthly
46
Weekly
From the above graph, we can observe that out of 100 people visiting a mall:
46 visit weekly
26 visit monthly
13 visit fortnightly
9 visit quarterly
6 not specified
Interpretation:
Maximum numbers of people visit a mall on a weekly and monthly basis.
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Purpose of Visit
Others
Watching Movies
Get Together
Window Shopping
Shopping
0 10 20 30 40 50 60 70 80
Interpretation:
Maximum number of people visit a mall for shopping purposes. A staggering
second comes window shopping. This is the target audience, the people who are
useful from the profit-making point of view.
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Products ShoppedFor
60
50
40
30
20
10
0
Clothes & Electronics Groceries Others
Accessories
From the above graph, we can observe that out of 100 people visiting a mall:
57 shop for clothes and accessories
10 shop for electronic goods
13 for groceries
20 for other items.
Interpretation:
Clothes and accessories clearly top the list in consumer buying preference in a
mall. Other items such as toiletries, chocolates, canned foods, wafers etc. are
preferred by a considerable amount of people. Electronic goods and groceries
are not much of a hit in a mall.
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Spending Amount
40
35
30
25
20
15
10
5
0
Below 1000 1000-3000 3000-5000 5000 above
From the above graph, we can observe that out of 100 people visiting a mall:
31 spend below Rs. 1000
39 spend between Rs. 1000 – Rs. 3000
14 spend between Rs. 3000 – Rs. 5000
16 spend Rs. 5000 and above.
Interpretation:
Majority of people spend between Rs. 1000 – Rs. 3000 during a visit to the mall
(when they are shopping). Items selling below and till this price limit would be
most profitable.
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Buying Preference
80
70
60
50
40
30
20
10
0
Branded Goods Unbranded Goods
From the above graph, we can observe that out of 100 people visiting a mall:
80 shop for Branded Goods
20 for Non-Branded Goods
Interpretation:
The average consumer prefers buying Branded Goods as far as he can. Since
the standard of living has risen, people associate brands with status in society. If
this consumer is provided with recognised brands within his budget, it can be a
very profitable business. This is what Peter England tried to do.
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Prices Charged
50
40
30
20
10
0
Reasonable Unreasonable No Comments
From the above graph, we can observe that out of 100 people visiting a mall:
48 people think prices are reasonable
35 think they are unreasonable
17 can’t say.
Interpretation:
As far the prices are concerned, it is observed that a majority of people think that
prices charged in a mall are unreasonable. Though it is purely subjective, at the
end of the day the average consumer must feel that he/she has got more than
his/her value for money. Only then can malls flourish.
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From the above graph, we can observe that out of 100 people visiting a mall:
60 people feel they get value for money
22 feel they don’t
18 Can’t Say
Interpretation:
Majority of people feel they get value for money in a mall. The satisfaction level
of shoppers, is therefore, highest in a mall.
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Acessibility
45
40
35
30
25
20
15
10
5
0
Yes No Can't Say
From the above graph, we can observe that out of 100 people visiting a mall:
44 would visit a mall even if it’s far away from their residence
45 would not
11 Can’t Say.
Interpretation:
It is best for malls to spring up within the city itself and not on the outskirts.
People are too busy to travel back and forth in their hectic work schedule.
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Recommendation
Yes No
From the above graph, we can observe that out of 100 people visiting a mall:
80 would recommend it
20 would not
Interpretation:
Publicity by word of mouth is the most effective. Hence the management should
concentrate on maximising customer satisfaction and hence improve on and
further expand their customer base.
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Payment Preference
70
60
50
40
30
20
10
0
Cash
Credit
From the above graph, we can observe that out of 100 people visiting a mall:
64 prefer to pay in cash
36 in credit
Interpretation:
Consumers still prefer buying goods on cash basis than using credit. This shows
that if the mall intends to make use of credit services they can offer discounts
based on the various credit companies and also the various banks that they can
have a tie up with. This will further increase profits and also the reputation and
goodwill of the mall.
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One-stop shop?
60
40
20
0
Yes No Can't Say
From the above graph, we can observe that out of 100 people visiting a mall:
53 say it is a one-stop shop
27 say it’s not
20 Can’t Say
Interpretation:
The average consumer feels he can get almost everything he wants at a mall.
Still the mall can go ahead and take the extra effort in finding out the needs of the
customers and try to satisfy them.
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Timing Convenience
90
80
70
60
50
40
30
20
10
0
Yes No
From the above graph, we can observe that out of 100 people visiting a mall:
82 feel timings are convenient.
18 feel they are not.
Interpretation:
Timings of the mall are suitable to the working person. But on the whole, if the
timing is extended a little further it would be better suited to the common man.
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E-shopping
60
50
40
30
20
10
0
Yes
No
From the above graph, we can observe that out of 100 people visiting a mall:
42 prefer shopping online
58 prefer in-person
Interpretation:
The concept of online shopping is yet to catch-up in India. It’s evolvement would
take probably another decade.
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Demographics
Demographics
80
60
40
20
0
Men
Women
From the above graph, we can observe that out of 100 people visiting a mall:
73 are men
27 are women
Interpretation:
Contrary to popular belief, men are doing the shopping in today’s world!
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Conclusion:
Average earning consumers in the age group 25-40 earn between Rs.
5000 – Rs. 25000, comprising mostly of graduates visit a mall
maximum times on a weekly basis. The visit is mainly for shopping
comprising of clothes and accessories and other items, spend around
Rs. 1000 to Rs. 3000, prefer buying branded goods, would not visit a
mall if it’s far away from place of residence or work and prefer to pay
in cash rather than credit.
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Poll Instruments
Name: -
Age: -
Profession: -
Monthly Income: -
Educational Background: -
Weekly Monthly
Fortnightly Quarterly
Others
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Grocery Others
Reasonable Unreasonable
No comments
Yes No
Can’t say
Q.8] Would you travel to a mall even if its far from your place of resident?
Yes No
Can’t say
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Q.9] Would you recommend the mall based upon your own experience?
Yes No
Cash Credit
Yes No
Can’t say
Q13] Do you think the timings of the mall are convenient for you?
Yes No
Q14] Do you think that the concept of e-mall (shopping online) is more
convenient? (as a working person)
Yes No
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