PROJECT REPORT

ON
“A STUDY ON THE IMPACT OF MARKETING
STRATERGIES ON CONSUMER BUYING
BEHAVIOUR AT SHOPPING MALL WITH
SPECIAL REFERENCE TO MELATTUR AREA”

Submitted to the University of Calicut

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE (COMPUTER APPLICATION)
SUBMITTED BY

PRAVEEN KUMAR T
(Reg No:GOAUBCM049)
Under the guidance and supervision of
LEKHA R
ASSISTANT PROFFESSOR
DEPARTMENT OF COMMERCE

RAJIV GANDHI MEMORIAL GOVERNMENT ARTS AND

SCIENCE COLLEGE ATTAPPADY
PALAKKAD – 678581
MARCH 2023

1
 CERTIFICATE

This is to certify that the project entitled“A STUDY ON THE IMPACT OF

MARKETING STRATERGIES ON CONSUMER BUYING
BEHAVIOUR AT SHOPPING MALL WITH SPECIAL REFERENCE
TO MELATTUR AREA”submitted to the University of Calicut in partial
fulfillment of the requirements for the award of the Degree of the Bachelor of
Commerce (Computer Application) is a record of the original research work
done by PRAVEEN KUMAR T (Reg No:GOAUBCM049)during the year
2020-2023 of this study in the Department of Commerce (Computer
Application) at the Rajiv Gandhi Memorial Govt. Arts and Science College
Attappady under my supervision and guidance and this project work has not
formed the basis for the award of any Degree / Diploma / Associate ship /
Fellowship or other similar title to my candidate of any university
SIGNATURE OF THE GUIDE

LEKHA R

-----------------------
Mrs. K.R MALARCHITRA _________________
Head of the Department Dr LALIMOL VARGHESE
Rajiv Gandhi Memorial Govt.Arts PRINCIPALI / C
and Science College Attappady

Place: ________________________
Date: External Examiner

DECLARATION

2
PRAVEEN KUMAR T do hereby declare that this project report entitled “A
STUDY ON THE IMPACT OF MARKETING STRATERGIES ON
CONSUMER BUYING BEHAVIOUR AT SHOPPING MALL WITH
SPECIAL REFERENCE TO MELATTUR AREA” is a record of original
work carried out by me and the supervision and guidance ofLEKHA R
ASSISTANT PROFFESSORDEPARTMENT OF COMMERCE in partial
fulfillment of the requirement for the award of Degree Bachelor of Commerce
(Computer Application) during the period (2020-2023) at Rajiv Gandhi
Memorial Govt.Arts and Science College Attappady. I also declare that this
project report has not been submitted previously by me fully or partially for the
award of any degree or recognition

PRAVEEN KUMAR T
(Reg No:GOAUBCM049)

3
 ACKNOWLEDGEMENT

First and foremost, I express my sincere gratitude to almighty god for making
the capable to do the work successfully.
I am profoundly thankful to Dr LALIMOL VARGHESEprincipal I/C of
Rajiv Gandhi Memorial Govt. Arts and Science College Attappady for giving
me an opportunity to pursue Bachelor of Commerce Degree Course in the
prestigious institution and to undertake this project work.
I am extremely thankful toLEKHA R express my gratitude to Mam for her
valuable suggestions and guidance in the execution of the project report I also
extend my greatness to all teachers of our department for their suggestions and
guidance.
I wish to express my special thanks to my lovely parents and my dear friends for
the help and co – operation that they have provided during the study

PRAVEEN KUMAR T
(Reg No:GOAUBCM049)

4
 CHAPTER SCHEMES

SI NO CONTENT PAGE NO

1 INTRODUCTION AND DESIGN OF THE STUDY

2 REVIEW OF LETERATURE

3 OVERVIEW OF THE STUDY

4 DATA ANALYSIS AND INTERPRETATION

5 FINDINGS, SUGGESIONS AND CONCLUSION

6 BIBLIOGROPHY

7 APPENDIX

5
 LIST OF TABLE
TABLE TITLE PAGE
NO NO
1 ANNUALINCOME 27
2 PURCHASE FROM SHOPPING MALL 28
3 SHOPPINGMALL VISIT 29
4 HOW MUCH YOU SPEND EACH TIME AT THE 30
SHOPPINGMALL
5 PRODUCT USUALLY BUY FROM SHOPPING MALL 31

6 MARKETING STRATEGIES THAT YOU FIND MORE 32

ATTRACTIVE
7 NEW OFFERS AND DISCOUNTS 33
8 MEMEBERSHIP CARD FROM STORES IN SHOPPING MALL 34

9 DEPENDENCE ON THE AVAILABILITY OF OFFERS 35

AND MEMBERSHIP
10 PREFERRED PAYMENT METHOD IN SHOPPING MALL 36
11 PREFERRED PAYMENT METHOD IN SHOPPING MALL 37
12 COMPARING THE PRICES IN SHOPPING MALL 38
ANDREGULAR STORE

13 FACTORSINFLUENCESTHESELECTION OF 39

SHOPPING MALL PURCHASE

14 PURCHASING THE PRODUCT ONLY AT OFFERS TIME 40

15 SATISFACTION IN THEIR RANGE AND PRODUCT PRICE 41

16 SATISFY WITH SHOPPING MALL FACILITIES 42
17 RATING OF THEPARKINGFACILITIES 43
18 RATING OF THE SATISFACTION REGARDING 44
PRODUCT AVAILABILITY
19 RATE THE SATISFACTION LEVEL OF PRODUCT PRICE 45
20 OPENION REGARDING SELF SERVICSE IN 46
SHOPPINGMALLS
21 OPENION REGARDING QUALITY OF PRODUCTS IN 47
SHOPPING MALL
22 MOST EFFECTIVE MARKETING STRATEGY 48
23 WHICH ONLINE STRATEGIE IS MORE BENIFICIAL IN 49
SHOPPING MALL

6
 LIST OF CHART

CHART TITLE PAGE

NO NO
1 ANNUALINCOME 27
2 PURCHASE FROM SHOPPING MALL 28
3 SHOPPINGMALL VISIT 29
4 HOW MUCH YOU SPEND EACH TIME AT THE 30
SHOPPINGMALL
5 PRODUCT USUALLY BUY FROM SHOPPING MALL 31

6 MARKETING STRATEGIES THAT YOU FIND MORE 32

ATTRACTIVE
7 NEW OFFERS AND DISCOUNTS 33
8 MEMEBERSHIP CARD FROM STORES IN SHOPPING MALL 34

9 DEPENDENCE ON THE AVAILABILITY OF OFFERS 35

AND MEMBERSHIP
10 PREFERRED PAYMENT METHOD IN SHOPPING MALL 36
11 PREFERRED PAYMENT METHOD IN SHOPPING MALL 37
12 COMPARING THE PRICES IN SHOPPING MALL 38
ANDREGULAR STORE
13 FACTORSINFLUENCESTHESELECTION OF 39

SHOPPING MALL PURCHASE

14 PURCHASING THE PRODUCT ONLY AT OFFERS TIME 40

15 SATISFACTION IN THEIR RANGE AND PRODUCT PRICE 41

16 SATISFY WITH SHOPPING MALL FACILITIES 42
17 RATING OF THEPARKINGFACILITIES 43
18 RATING OF THE SATISFACTION REGARDING 44
PRODUCT AVAILABILITY
19 RATE THE SATISFACTION LEVEL OF PRODUCT 45
PRICE
20 OPENION REGARDING SELF SERVICSE IN 46
SHOPPINGMALLS
21 OPENION REGARDING QUALITY OF PRODUCTS IN 47
SHOPPING MALL
22 MOST EFFECTIVE MARKETING STRATEGY 48
23 WHICH ONLINE STRATEGIE IS MORE BENIFICIAL IN 49
SHOPPING MALL

7
 CHAPTER :1
INTRODUCTION

8
 INTRODUCTION
A shopping mall is a modern, chiefly North American, term for a form of
shopping precinct or shopping centre, in which one or more buildings form a
complex of shops representing merchandisers with interconnecting walkways
that enable customers to walk from unit to unit. A shopping arcade is a specific
type of shopping precinct which is usually distinguished in English for mall
shopping by the fact that connecting walkways are not owned by a single
proprietor and are in open air. Shopping malls in 2017 accounted for 8% of
retailing space in the United States.
In India, there are three categories of malls namely value malls like, big bazar,
value cum lifestyle malls like Pantaloons and lifestyle malls like forum in
Bangalore. Personal activities have an important role in these shopping malls.
Generally, promotion is communicating with the public in an attempt to
influence them to buy the product or service. The marketing strategies adopted
by various companies may also include short term price-reduction, contest or
sweepstakes, package give away free sample offers. This study examines the
impact of marketing strategies in shopping malls on the consumer behavior.
Buying behavior of the consumer is based on the expectation of the products
that are available as like. Consumers used to buy the products based on the
influence oftheir friends, family members, relatives, neighbours, colleagues and
others. Customer buys the products that will be different from one person to
another person based on their attitude, lifestyle, perception, personality about
the products. Shopping malls has been chosen by most of the customer
nowadays in order to purchase all the products in a single place, which helps to
save their time, money and stress of the consumers. The project entitled “impact
of marketing strategies on consumer buying behaviour at shopping malls with
special reference to Melattur area” attempts to explore various marketing
strategies implemented in shopping malls and to analyse the attitude of the
consumers towards shopping malls.

9
1.2 STATEMENT OF THE PROBLEM

In the present study entitled as “A Study on impact of marketing strategies on

consumer buying behaviour at shopping malls with special reference to Melattur
area”. This study focused on explore various marketing strategies implemented
in shopping malls. The present study understanding the impact of marketing
strategies on consumer buying behaviour at shopping mall.

1.3 OBJECTIVES OF THE STUDY

 To identify the various factors influencing their purchase decision.

 To identify overall level of satisfaction among customers.
 To identify the various marketing strategies used in shopping mall.


1.4 SCOPE OF THE STUDY

The study on the impact of marketing strategies on consumer buying behavior at
shopping mall with special reference to Melattur area.

10
1.5 RESEARCH METHODOLOGY

In this study both primary and secondary data are used. Primary data collected
from the respondents by administering structured questionnaires. Secondary
data are collected from magazines and journals.

1.5.1 Nature of study

The research was exploratory in nature and survey method was used to conduct
the study.

1.5.2 Population

The population of the study consist of entire peoples from Melattur area

1.5.3 Sample Size

The sample size consisting of 50 respondent on random basis were selected for
the study.

1.5.4 Primary data

This study is mainly based on primary data .the primary data for the study is
collected from the people in MelatturGramaPanjayath with the help of
questionnaire distributed them. The questionnaire is a list of questions to be
asked from the respondent. The questionnaire was an open one.

1.5.5 Secondary data

The secondary data has been collected mainly through review of literature

11
1.5.6 Tools For Data Collection

A well-structured questionnaire will be used for the data collection.

1.6Tools For Data Analysis

Percentage method is used to data analysis and interpretations

 Table
 Graph
 Chart
 Diagram
1.6 Limitations

● The study is limited on Melattur area.

● The sample size is 50, so the respondent’s opinion may not reflect the exact
scenario
● Respondents may give wrong answers due to their tastes and personnel
problems.

12
 CHAPTER 2:
REVIEW OF LITERATURE

13
Review of literature

Review of literature provides a critical summary of research already done on the

relevant topic. It provides reader with a quick overview of the problem
addressed, stresses the need for the new study, and demonstrates how it will
contribute to existing evidence. Review of literature is conducted to generate a
theoretical and scientific knowledge about a particular phenomenon and results
in synthesis of what is known and unknown about that phenomenon. The
primary purpose of literature is to gain abroad background available related to
problems in conducting research. Thus it facilitates selecting a problem and its
purpose, developing a framework and formulating a lesson plan. In brief, review
of relevant literature is an analysis and synthesis of research sources to generate
a picture of what is known about a particular situation and to expose the
knowledge gap that exist in the situation.

Shekar (2016)

Studied the overall customer satisfaction, response of customers with regard to

the availability and quality of products and services offered at shopping malls
and the comfort level of the respondents towards shopping in the shopping
malls. Sharma (2012) research carried in Mumbai also assessed the overall
customer satisfaction. The researcher analysed the response of customers with
regard to the availability and quality of products and services offered at
shopping malls and the comfort level of the respondents towards shopping in
the shopping malls.

Sohail, (2015)
A cross -cultural study by Wijnen , (2011)analysed shopping center attributes

14
can be adapted to culture related shopping behaviour of emigrants. The results,
based on an online survey among British, Japanese and American emigrants
living in Amsterdam and Amstelveen (the Netherlands), reflect a universal
lifestyle among emigrants, while they also emphasize cultural values and
differences (Wijnen , 2011).A quantitative empirical research by Heij (2012)
was performed among consumers of two inner-city shopping areas in The
Netherlands.

Madavi and Lelavathi (2013)

Studied the impact of visual merchandising on consumer behaviour, especially
towards women apparel. The study concluded that retailers can help customers
to find the right products and enhance desirability of products through focused
merchandising, intelligent store design and layout, and other visual
merchandising practices, such as product displays, packaging, and signage. The
survey findings of Ahmed and Mayya (2015) in Manglore region on the
perceptions of the customers of shopping malls clearly indicate that consumers
have gained lot of benefits from organized retail on multiple counts like wider
choice of

products and well-known brands, one stop shopping, new market arrivals,
festive offers, huge discounts, and other benefits.

Taushif and Gupta (2013)

Attempted to investigate the relationship of various factors, with impulse buying

tendency of consumers in the Delhi region also concluded that same. On the
other hand, Apple baum (1951) argues that the buying behaviour of customer is
influenced by the needs and preferences of the consumers for whom the
products are being purchased.

15
Prashar (2013)

Shopping mall requires appropriate layout and design to attract higher level of
customers towards shoppers. To become successful retailer, it is necessary that
they will be able to differentiate from their competitors through exterior
atmosphere attractiveness for consumers and to encourage them towards their
purchase intention.

Harvinder (2013)
Shopping at malls in Dubai based on five factors: marketing focus, physical
infra-structure, ambience, safety and security. According to Alam(2012)factors
like quality, accessibility, suitability of the product, facility to entertain, food
facility and overall service affect the customer’s buying attitude towards
shopping mall.

ArpitaKhare,DhirenAchtani and Manish Khattar (2013)

Conducted a study about the. The current research aims to explore influence of
shopping
motives and price perceptions on Indian consumers’ attitude towards mall
retailer promotions. Effect of price discounts, gifts, coupons, and rebates offered
by mall retailers to attract store traffic were examined .Data is collected through
mall intercept technique in six cities across India. Convenience sampling
method was used to target metropolitan and non- metropolitan cities for data
collection. The findings of the research suggest that consumers’ attitude
towards mall retailers ’promotional strategies is influenced by shopping values
price consciousness, deal proneness, and coupon proneness.

16
ArpitaKhare (2011)

Conducted a study on the topic mall shopping behaviour of Indian small town
consumers. India is a developing country like India’s retailing and marketing
activities are also developing. Rapid development of retailing in India has led to
expansion of malls in smaller cities. The current research was directed towards
small city consumers to understand their mall shopping behaviour. Most people
in small cities are unfamiliar with the concept of malls and their exposure to the
organized retail has been limited in the past.

Nita Mathur (2010)

Conducted a study about the topic Shopping malls, credit cards and Global
brands: consumer culture and lifestyle of India’s new middle class.
Contemporary society in India is marked by the growing importance of
consumer culture, fuelled by the rise of disposable incomes in the hands of a
huge middle class and increasing avail- ability of a large variety of commodities
in the open market, India’s ‘new middle class’ as an agency of consumption,
engaged in including a growing number of shopping malls. Khare (2010) on a
different note researched the mall shopping behaviour of Indian small town
consumers. She focused on how these malls bring functional and experiential
benefits and affect the shopping behaviour among small town people, though
they are unfamiliar with the concept of malls. The findings show that men and
women differ in their perception towards malls on the issue of social interaction
and the role of cultural restriction is clearly visible here.

Ravindran(2009)

Investigated decision-making styles like price consciousness, quality

17
consciousness etc., of Indian shoppers in shopping malls and the variations in
these styles across different demographic variables

Sheng, Hsian Lee (2009)

Conducted the study about how do onlinereviews effects purchasing intention.

There are lot of promotional activities for promoting a product. Online reviews
are one of them. The internet has provided a competitive platform for online
trading and marketing. There are about 900million internet users around the
world. So today, online reviews are the best options for promotion of a product.
For the study they collect 258 non -graduated expressed their attitudes about a
product in an online experimental study.

Feroz (2007)

Described that selection of shopping mall depends upon level of the consumers
‘satisfaction. Price of commodities and availability of goods can impact the
selection of shopping mall. Feedback of customers can create the image of mall.
Brand image is so much important for customer satisfaction. Customers enjoy
the clean and pleasant environment of malls. In shopping mall existence of
durable goods are very common. The type of product influences the
performance of shoppers and sellers

Rajagopal (2006)

Conducted the study on the topic of Growing shopping malls and behaviours of
urban shoppers. This study examines the impact of growing congestion of
shopping mall in urban area on shopping conveniences and shopping behaviour.
Based on the survey of urban shoppers, the study analyses the cognitive

18
attributes of the shopping towards attractiveness of shopping mall and intensity
of shopping. The result of the study reveals the ambience of shopping malls,
assortment of stores; sales promotion and comparative economics gains in the
mall attract high customer traffic to the malls.

Dennis (2005)

His empirical investigation carried over a three-year period, of four UK

shopping centers focused in finding out the role of attributes such as transport
links, parking, choice of major stores, attractiveness of malls, basic facilities,
seating areas, helpfulness of staff, friendly atmosphere, quality of products etc.
And the study concluded that the people are attracted to different shopping
centers for different reasons.

19
 REFERENCE

Shekar 2016,Determinants of shopping and buying behaviour: A case at

Durban Shopping Malls

Sohail, 2015,CONSUMERS BUYING BEHAVIOUR ON SHOPPING AT

MALLSCOMPARATIVE STUDY FROM THE PERSPECTIVES OF URBAN
AND RURAL COSUMERS.

Madavi and lelavathi 2013,Impact of Visual Merchandising on Consumer

Behaviour Towards Women’s Apparel

Taushif and Guptha 2013,Factors Affecting Impulse Buying Behavior of

Consumers

Prashar 2013,Factors Defining Shopping Experience: An Analytical Study Of

Dubai

Harvinder 2013, Assessing the effectiveness of shopping mall

promotions:Customer analysis

Ravindran 2009 ,STUDY ON” UNDERSTANDING THE DECISION

MAKING STYLES OF CONSUMERS WITH RESPECT TO SHOPPING
MALLS” IN PUNE CITY

Feroz2007 ,A STUDY OF CUSTOMER SATISFACTION IN SHOPPING

MALLS:
AN EMPIRICAL STUDY

Rajagopal 2006,Growing shopping malls and behaviour of urban shoppers

20
 CHAPTER: 3

THEORACTICAL FRAME WORK

21
3.1 CONSUMER BUYING BEHAVIOUR

Consumer buying behaviour is the sum total of a consumer’s attitudes,

preferences, intentions, and decisions regarding the consumer’s behaviour in the
marketplace when purchasing a product or service. The study of consumer
behaviour draws upon social science disciplines of anthropology, psychology,
sociology, and economics.

3.2 DEFINITION.

According to Louden and Bitta,“Consumer behaviour is the decision process

and physical activity, which individuals engage in when evaluating, acquiring,
using or disposing of goods and services.”

3.3 CHARCTERISTICS OF CONSUMER BUYING BEHAVIOUR

1. PROCESS
Consumer behaviour is a systematic process relating to buying decisions of the
customers. The buying process consists of the following steps
Need identification to buy the product
Information search relating to the product.
Listing of alternative brands.
Evaluating the alternative (cost-benefit analysis)
Purchase decision.
Post-purchase evaluation by the marketer

2. INFLUENCED BY VARIOUS FACTORS

Consumer behaviour is influenced by a number of factors. The factors that
influence consumers are: marketing, personal, psychological, situational, social,
cultural etc

22
3. DIFFERENT FOR ALL CUSTOMER
All consumers do not behave in the same manner. Different consumers behave
differently. The difference in consumer behaviour is due to individual factors
such as nature of the consumer’s life style, culture, etc.

4. DIFFERENT FOR DIFFERENT PRODUCTS

Consumer behaviour is different for different products. There are some
consumers who may buy more quantity of certain items and very low/no
quantity of some other items.

5.REGION BOUNDED
The consumer behaviour varies across states, regions and countries. For
instance, the behaviour of urban consumers is different from that of rural
consumers. Normally, rural consumers are conservative (traditional) in their
buying behaviour

6. VITAL FOR MARKETERS

Marketers need to have a good knowledge of consumer behaviour. They need to
study the various factors that influence consumer behaviour of their target
customers. The knowledge of consumer behaviour enables marketers to take
appropriate marketing decisions.

7. REFLECTS STATUS
Consumers buying behaviour is not only influenced by status of a consumer, but
it also reflects it. Those consumers who own luxury cars, watches and other
items are considered by others as persons of higher status.

8. SPREAD – EFFECT
Consumer behaviour has a spread effect. The buying behaviour of one person
may influence the buying behaviour of another person. For instance, a customer

23
may always prefer to buy premium brands of clothing, watches and other items
etc. This may influence some of his friends, neighbours, colleagues. This is one
of the reasons why marketers use celebrities like ShahrukhKhan,Sachin to
endorse their brands.

9. STANDARD OF LIVING
Consumer buying behaviour may lead to higher standard of living. The more a
person buys the goods and services, the higher is the standard of living.

10. KEEPS ON CHANGING

The consumer’s behaviour undergoes a change over a period of time depending
upon changes in age, education and income level. etc., for instance,, kids may
prefer colourful dresses, but as they grow up as teenagers and young adults, they
may prefer trendy clot.

3.4 SCOPE OF CONSUMER BUYING BEHAVIOUR

Demand forecasting
Consumer behaviour helps in the forecasting of the demands for the business.
Every business identifies the needs and wants of the customers by
understanding their behavior.

Marketing Management
Effective business managers know the importance of marketing towards the
success of the business. Understanding consumer behaviour is essential for the
long-run success of any marketing program.

Non-profit and Social Marketing

In today's world, every non-profit business-like government sector, religious
sector, university, the charitable institution runs the business's overall activity

24
by implementing proper marketing plans for the business.

Selecting Target Market

Consumer behaviour helps the organization to select its target group from the
market. Studying and identifying consumer behaviour helps them to know the
consumer segments with distinct features and wants.

Market Mix
Proper development and designing all-important elements like product, price,
place, and promotion are essential for every business. It helps them to identify
the likes and dislikes of the customers

Educating Customers
Consumer behaviour helps the marketer to know how consumers spend on
buying decisions. By understanding the customer's behaviour, a marketer can
easily get an idea of how they can improve their buying decision.

Assists in Designing Product Portfolio

Designing the product portfolio is a challenging part in every business. Every
business should design a portfolio that consists of all classes of the product.

3.5 ADVANATAGEOUS OF CONSUMR BUYING BEHAVIOUR

Catering to a need.
Allows you to understand the process.
The value of comparing choices.
Sway purchase decisions to your favour.
Ensure customer satisfaction.
Utilize customer feedback for future development.

25
3.6 DISADVANTAGEOUS OF CONSUMER BUYING BEHAVIOUR

Inconsistency
Social and Cultural Influences
Limited Buyer Interest
Applying Stimuli

3.7 STAGES OF THE CONSUMER BUYING PROCESS

1. Problem Recognition (awareness of need)

Difference between the desired state and the actual condition.Deficit in
assortment of products.Hunger--Food. Hunger stimulates your need to eat.

2. Information research

Internal search, memory. External search if you need more information. Friends
and relatives (word of mouth). Marketer dominated sources; comparison
shopping; public sources etc.

3. Evaluation of Alternatives

Need to establish criteria for evaluation, features the buyer wants or does not
want. Rank/weight alternatives or resume search. May decide that you want to
eat something spicy, Indian gets highest rank etc.

4. Purchase decision
Choose buying alternative, includes product, package, store, method of
purchase etc..

5. Purchase
May differ from decision, time lapse between 4 & 5, product availability

26
6. Post-Purchase Evaluation

Outcome satisfaction or dissatisfaction. Cognitive Dissonance, have you made

the right decision. This can be reduced by warranties, after sales communication
etc.

3.8 TYPES OF CONSUMER BEHAVIOUR

There are four main types of consumer behaviour:

1. Complex buying behaviour

This type of behaviour is encountered when consumers are buying an

expensive, infrequently bought product. They are highly involved in the
purchase process and consumers’ research before committing to a high-value
investment. Imagine buying a house or a car; these are an example of a complex
buying behaviour. Difference between the desired state and the actual
condition.Deficit in assortment of products.Hunger--Food. Hunger stimulates
your need to eat.

2. Dissonance-reducing buying behaviour

The consumer is highly involved in the purchase process but has difficulties
determining the differences between brands. ‘Dissonance’ can occur when the
consumer worries that they will regret their choice. Imagine you are buying a
lawnmower. You will choose one based on price and convenience, but after the
purchase, you will seek confirmation that you’ve made the right choice.

3. Habitual buying behaviour

Habitual purchases are characterized by the fact that the consumer has very little
involvement in the product or brand category. Imagine grocery shopping: you

27
go to the store and buy your preferred type of bread. You are exhibiting a
habitual pattern, not strong brand loyalty.

4. Variety seeking behaviour

In this situation, a consumer purchases a different product not because they
weren’t satisfied with the previous one, but because they seek variety. Like
when you are trying out new shower gel scents.

3.9 FACTORS INFLUENCING CONSUMER BEHAVIOUR

1. Psychological Factors
Human psychology is a major determinant of consumer behaviour. These
factors are difficult to measure but are powerful enough to influence a buying
decision.

2. Social Factors
Humans are social beings and they live around many people who influence their
buying behaviour. Human try to imitate other humans and also wish to be
socially accepted in the society.

3. Cultural factors
A group of people are associated with a set of values and ideologies that belong
to a particular community. When a person comes from a particular community,
his/her behaviour is highly influenced by the culture relating to that particular
community.

4. Personal Factors
Factors that are personal to the consumers influence their buying behaviour.

28
These personal factors differ from person to person, thereby producing different
perceptions and consumer behaviour.

5. Economic Factors
The consumer buying habits and decisions greatly depend on the economic
situation of a country or a market. When a nation is prosperous, the economy is
strong, which leads to the greater money supply in the market and higher
purchasing power for consumers. When consumers experience a positive
economic environment, they are more confident to spend on buying products.

29
 CHAPTER :4

ANALYSIS OF ORGANISATIONAL
COMMITMENT AND JOB
SATISFACTION

30
 ANNUAL INCOME
TABLE: 1

VARIABLES RESPONDENTS PERCENTAGE

Lessthan-10,000 15 30%
10,000-20,000 12 24%
20,000-30,000 8 16%
30,000-40,000 6 12%
40,000-50,000 5 10%
Above-50,000 4 8%
Total 50 100%

DIAGRAM:1 –SHOWING THE ANNUAL INCOME

35%
30%
30%

25% 24%

20%
16%
15%
12%
10%
10% 8%

5%

0%

INTERPRETATION
The above table and diagram reveals in the study that 15 respondents (30%)are under the
income group of less than 10000. Comparatively the lower respondents (8%) are under
the income group of above 50000.

31
 PURCHASE FROM SHOPPING MALL
TABLE:2

VARIABLES RESPONDENTS PERCENTAGE

Yes 20 40%
No 30 60%
Total 50 100%

DIAGRAM:2 SHOWING THE PURCHASE FROM SHOPPING MALL

Yes40%

No60%

INTERPRETATION

The above table and diagram shows that 20 respondents (40%) are
purchased from shopping mall and 30 respondents (60%) are did not purchased
from shopping mall.
32
 SHOPPING MALL VISIT
TABLE:3

VARIABLES RESPONDENTS PERCENTAGE

Daily 5 10%
Weekly 10 20%
Monthly 15 30%
Yearly 20 40%
Total 50 100%

DIAGRAM:3- SHOWING THE PERCENTAGE OF SHOPPING MALL VISIT

45%

40%
40%

35%

30%
30%

25%

20%
20%

15%

10%
10%

5%

0%
Daily Weekly Monthly Yearly

INTERPRETATION

The above table and diagram show that the consumers to visit a shopping
mall. majority 20 respondents (40%) are yearly and 15 respondents (30%)are
monthly,10 respondents are (20%) are weekly and lowest 5 respondents (10%)are
daily tovisittheshopping mall.
33
 HOW MUCH YOU SPEND EACH TIME AT THE
SHOPPING MALL

TABLE:4

VARIABLES RESPONDENTS PERCENTAGE

Below-2000 4 8%
2000-5000 20 40%
5000-10000 22 44%
Above-10000 4 8%
Total 50 100%

DIAGRAM:4- SHOWING ON SPEND EACH TIME IN SHOPPING MALL

Above- Below-
10000 2000
8% 8%
5000-10000 2000-5000

Below-2000
2000-5000
5000-10000
2000-5000
5000-10000 Above-10000
40%
44%

INTERPRETATION
The above table and diagram show that majority 22 respondents (44%) spend
5000-10000each time to the shopping mall. Majority low 4 respondents (8%)
below 2000andabove10000 respectively.

34
 PRODUCT USUALLY BUY FROM SHOPPING MALL
TABLE:5

VARIABLES RESPONDENTS PERCENTAGE

FoodProducts 20 40%
Footwear’s 5 10%
Clothing 6 12%
Cosmetics 4 8%
Home Appliances 15 30%
Total 50 100%

DIAGRAM:5- SHOWING THE PRODUCT USUALLY BUY FROM SHOPPING

MALL
45%
40%
40%

35%
30%
30%

25%

20%

15%
12%
10%
10% 8%

5%

0%
Food Products Footwear’s Clothing Cosmetics Home
Appliances

INTERPRETATION
The above table and diagram reveals that majority 20 respondents (40%) are usually
buying foodproductsand10 respondents(20%)are usually buyingFootwears respectively

35
 MARKETING STRATEGIES THAT YOU
FIND MORE ATTRACTIVE
TABLE:6
VARIABLES RESPONDENTS PERCENTAGE
MagazineAds 10 20%
Broachersandflyers 3 6%
Tv and Radio 30 60%
Posters and Banners 7 14%
Total 50 100%

DIAGRAM:6-SHOWING THE ATTRACTIVE MARKETINGSTRATEGY

70%

60%
60%

50%

40%

30%

20%
20%
14%

10% 6%

0%
Magazine Ads Broachersandf TvandRadio Posters
lyers andBanne
rs
INTERPRETATION
The above table and Diagram showing that which marketing strategies attract
consumers,majority 30 respondents (60%) selectTv and Radio, 3
respondents(6%)selectbroachersandflyers respectively

36
 NEW OFFERS AND DISCOUNTS
TABLE:7

VARIABLES RESPONDENTS PERCENTAGE

Yes 30 60%
No 20 40%
Total 50 100%

DIAGRAM:7- SHOWING ON OFFERS AND DISCOUNTS

No
40%

Yes
No

Yes
60%

INTERPRETATION
The above table and Diagram shows that 30 respondents (60%) get message fromstores
tellingabouttheirnewoffersanddiscounts,20respondents(40%)didn’t received anymessage
fromstores
37
 MEMEBERSHIP CARD FROM STORES IN SHOPPING MALL

TABLE:8

VARIABLES RESPONDENTS PERCENTAGE

Yes only particular store 35 70%
Yesmany 10 20%
No 5 10%
Total 50 100%

DIAGRAM:8- SHOWING THE MEMBERSHIP CARD IN SHOPPING MALL

80%

70%
70%

60%

50%

40%

30%

20%
20%

10%
10%

0%
Yes only particular store Yes many No

INTERPRETATION
The above table and Diagram shows that majority 35 respondents
(70%)voted membership card only available in a particular store and 5
respondents (10%) voted there is no membership card in shopping mall

38
 DEPENDENCE ON THE AVAILABILITY OF OFFERS AND
MEMBERSHIP
TABLE:9

VARIABLES RESPONDENTS PERCENTAGE

Yes 35 70%
No 15 30%
Total 50 100%

DIAGRAM:9– SHOWING THE DEPENDENCE ON THE AVAILABILITY OF

OFFERS AND MEMBERSHIP
80%

70%
70%

60%

50%

40%

30%
30%

20%

10%

0%
Yes No

INTERPRETATION
The above table and Diagram shows that 35 respondents (70%) in
shoppingmall depend on the availability have membership and offers, 15
respondents (30%)is not depend on the availability of membership and offers
39
 PREFERRED PAYMENT METHODIN SHOPPINGMALL
TABLE:10

VARIABLES RESPONDENTS PERCENTAGE

Debitcard 5 10%
Creditcard 10 20%
Cash 20 40%
Net/UPIbanking 15 30%
Total 50 100%

DIAGRAM:10-SHOWING THE PREFERRED PAYMENT METHOD

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Debitcard Creditcard Cash Net/UPIbanking

INTERPRETATION
The above table and Diagram shows that majority 20 respondents (40%) prefer
cash as payment method , 5 respondents (10%) use debit card facility, 10
respondents(20%) use credit card and 15 respondents(30%) use net / upi banking
facility respectively.
40
 COMPARING THE PRODUCT PRICE AND
YOUR EXPECTATIONS

TABLE:11

VARIABLES RESPONDENTS PERCENTAGE

Verygood 4 8%
Good 6 12%
Neutral 10 20%
Poor 25 50%
Verypoor 5 10%
Total 50 100%

DIAGRAM:11- SHOWING ON PRODUCT PRICE AND

YOUR EXPECTATIONS

60%

50% 50%

40%

30%

20% 20%

12%
10% 10%
8%

0%
Very good Good Neutral Poor Verypoor

INTERPRETATION
The above table and Diagram shows that comparison the price and your
expectation majority 25 respondents (50%) responded as poor, 10 respondents
(20%) in neutral and 5 respondents (10%) in very poor respectively.

41
 COMPARING THE PRICES IN SHOPPING MALL AND
REGULAR STORE

TABLE:12

VARIABLES RESPONDENTS PERCENTAGE

Veryhigh 15 30%
Aboveaverage 5 10%
Average 10 20%
Belowaverage 16 32%
Verylow 4 8%
Total 50 100%

DIAGRAM:12– SHOWING THE COMPARISON OF PRICES IN SHOPPING MALL

32%
30% 30%

25%

20% 20%

15%

10% 10%
8%

5%

0%
Very high Above average Average Below average Very low

INTERPRETATION
The above table and Diagram shows that comparisonof pricesin regular store and
shopping mall.majority 16 respondents (32%) in below average, 4 respondents (8%) is
very lowrespectively
42
 FACTORS INFLUENCES THE SELECTION
OFSHOPPINGMALLPURCHASE

TABLE:13

VARIABLES RESPONDENTS PERCENTAGE

Ambienceofmall 2 4%
Arrangementofproduct 8 16%
Displayof product 30 60%
Carparking facility 10 20%
Total 50 100%

DIAGRAM:13- SHOWING THE FACTORS INFLUENCES THE

SELECTION OF PURCHASE

70%

60%
60%

50%

40%

30%

20%
20% 16%

10%
4%

0%
Ambience of mall Arrangement of Display of product Car parking facility
product

INTERPRETATION
The above table and Diagram shows that factors influences the selection of
shopping mall purchase, majority 30 respondents (60%) influenced by display of
product and 2 respondents(4%) influenced by ambience ofmall respectively

43
 PURCHASING THE PRODUCT ONLY AT OFFERS TIME

TABLE:14

VARIABLES RESPONDENTS PERCENTAGE

Yes 15 30%
No 35 70%
Total 50 100%

DIAGRAM:14-SHOWING THE OFFER TIME PURCHSE

Yes
30%

Yes
No

No
70%

INTERPRETATION
The above table and Diagram shows that majority 35 respondents (70%)
notpurchase the product time offer time only and 15 respondents (30%) purchase
offer time respectively

44
 SATISFACTION IN THEIR RANGE AND PRODUCT PRICE

TABLE:15

VARIABLES RESPONDENTS PERCENTAGE

Satisfy 28 56%
Highlysatisfy 12 24%
Unsatisfied 9 18%
Highlyunsatisfied 1 2%
Total 50 100%

DIAGRAM:15 SHOWING THE SATISFACTION OF PRODUCT PRICE

60%
56%

50%

40%

30%

24%

20% 18%

10%

2%
0%
Satisfy Highly satisfy Unsatisfied Highly unsatisfied

INTERPRETATION
The above table and Diagram shows that majority 28 respondents(
56%)satisfy the product price and 9respondents (18%) unsatisfied,1respondents
(2%)respectively
45
 SATISFY WITHSHOPPINGMALLFACILITIES
\

TABLE:16

VARIABLES RESPONDENTS PERCENTAGE

Satisfy 20 40%
Highlysatisfy 5 10%
Dissatisfied 10 20%
Highlydissatisfied 5 10%
Total 50 100%

DIAGRAM:16 SHOWING ON SATISFACTION IN SHOPPING MALL FACILITY

45%

40% 40%

35%

30%

25%

20% 20%

15%

10% 10% 10%

5%

0%
Satisfy Highly satisfy Dissatisfied Highly dissatisfied

INTERPRETATION
The above table and Diagram shows that most of the 20 respondents (40%)are
satisfied and 5respondents(10%) highly dissatisfied respectively

46
 RATING OF THE PARKING FACILITIES

TABLE:17

VARIABLES 1 2 3 4 5 6 7 8

RESPONDENCE 2 1 4 7 8 6 7 9
4% 2% 8% 14% 16% 12% 14% 18%
PERCENTAGE
DIAGRAM:17 SHOWING THE RATING OF PARKING FECILITIES

20%

18%
18%

16%
16%

14% 14%
14%

12%
12%

10%

8%
8%

6%

4%
4%

2%
2%

0%
1 2 3 4 5 6 7 8

INTERPRETATION
The above table and Diagram shows that 9 respondents (18%)satisfied with the
parking facility, 7 respondents (14%),8 respondents (16%),6 respondents (12%)
and 1 respondents (2%)is not satisfied with the parking facilities respectively

47
 RATING OF THE SATISFACTION REGARDING PRODUCT
AVAILABILITY

TABLE:18

VARIABLES RESPONDENTS PERCENTAGE

Highlysatisfied 5 10%
Satisfied 25 50%
Neutral 10 20%
Dissatisfied 6 12%
Highlydissatisfied 4 8%
Total 50 100%

DIAGRAM:18 SHOWING THE SATISFACTION OF

PRODUCTAVAILABILITY
60%

50%
50%

40%

30%

20%
20%
12%
10%
8%
10%

0%
Highly satisfied Satisfied Neutral Dissatisfied Highly
Dissatisfied

INTERPRETATION
The above table and Diagram shows that the rate of satisfaction regarding product
availability of shopping mall. 25 respondents (50%) are satisfied and 10
respondents(20%)are neutral,4respondents (8%)are highly dissatisfied respectively

48
 RATE THESATISFACTIONLEVELOFPRODUCTPRICE

TABLE:19

VARIABLES RESPONDENTS PERCENTAGE

Highlysatisfied 5 10%
Satisfied 7 14%
Neutral 20 40%
Dissatisfied 8 16%
Highlydissatisfied 10 20%
Total 50 100%

DIAGRAM:19SHOWING THE RATE OF SATISFACTION LEVEL OF PRICE

45%
40%
40%

35%

30%

25%
20%
20%
16%
15% 14%

10%
10%

5%

0%
Highly satisfied Satisfied Neutral Dissatisfied Highly
dissatisfied

INTERPRETATION
The above table and Diagram shows that the level of satisfaction regarding
productprice. 20 respondents (40%) are neutral and 10 respondents (20%) are
highly dissatisfied respectively

49
 OPINION REGARDING SELF SERVICE IN SHOPPING
MALLS
TABLE:20

VARIABLES RESPONDENTS PERCENTAGE

Highlysatisfied 10 20%
Satisfied 25 50%
Neutral 5 10%
Dissatisfied 6 12%
Highlydissatisfied 4 8%
Total 50 100%

DIAGRAM:20SHOWING THE OPENIONOF SELFSERVICES

60%

50%
50%

40%

30%

20%
20%

12%
10%
10% 8%

0%
Highly satisfied Satisfied Neutral Dissatisfied Highly
dissatisfied

INTERPRETATION
The above table and Diagram shows that rate of satisfaction regarding self-
service in shopping mall. Majority 25 respondents (50%) are satisfied and 10
respondents (20%) are highly satisfied, 4 respondents (8%) are highly dissatisfied
respectively

50
 OPINION REGARDING QUALITY OF PRODUCTION
SHOPPING MALL

TABLE:21

VARIABLES RESPONDENTS PERCENTAGE

Highlysatisfied 10 20%
Satisfied 20 40%
Natural 9 18%
Dissatisfied 6 12%
Highlydissatisfied 5 10%
Total 50 100%

DIAGRAM:21-SHOWING THEOPENION REGARDING QUALITY

OFPRODUCT

45% 40%

40%

35%

30%

25% 20%
18%
20%
12%
15% 10%

10%

5%

0%
Highly satisfied Satisfied neutral Dissatisfied Highly
dissatisfied

INTERPRETATION
The above table and Diagram shows that the satisfaction regarding the
quality of products in shopping mall. Majority 20 respondents(40%) are satisfied
and 10 respondents(20%) are highly satisfied, 5respondents (10%) are highly
dissatisfied respectively

51
 MOST EFFECTIVE MARKETING STRATEGY

TABLE:22

VARIABLES RESPONDENTS PERCENTAGE

Traditional 20 40%
Modern 30 60%
Total 50 100%

DIAGRAM:22- SHOWING WHICH MARKETING STRATEGY IS MORE

EFFECTIVE

Traditional
40%
Traditional
Modern

Modern
60%

INTERPRETATION
The above table and diagrams shows that the majority 30 respondents (60%)
selected modern marketing strategy and 20 respondents (40%) selected traditional
marketing strategy respectively

52
WHICH ONLINE STRATEGIE IS MORE BENIFICIAL IN SHOPPING MALL

TABLE:23

VARIABLES RESPONDENTS PERCENTAGE

Socialmedia campaign 22 44%
Contentmarketing 10 20%
Videomarketing 18 36%
Total 50 100%

DIAGRAM:23-SHOWING THE BENEFICIAL ONLINESTRATEGIES

50%

45% 44%

40%
36%
35%

30%

25%
20%
20%

15%

10%

5%

0%
Social media campaign Content marketing Video marketing

INTERPRETATION
The above table and diagrams shows that the majority 22 respondents
(44%)are selected social media campaign, 18 respondents (36%) are selected
content marketing and 10 respondents (20%) are selected video marketing
respectively

53
 CHAPTER :5

FINDINGS, SUGGESTIONS AND

CONCLUSION

54
 FINDINGS

 Majority of the respondents belongs to female category.

 The respondents belongs to 31-40 age group are more utilizes the shopping
mall.
 The government employees are the frequent users of shopping mall because to
meet their monthly budget.
 Majority is under 10000-20000 income group.
 Majority of the respondent’s visits shopping mall monthly.
 Majority of the respondents spends 5000-10000 in each shopping from malls.
 Majority buys foot wears from shopping malls
 Majority of respondents are attracted by Tv and Radio .
 Majority of the respondents are prefers cash payment in shopping malls.
 Majority of the respondents feels that the price in malls is lesser than
expectation.
 Majority of the respondents opinion was below average
 There is a significant association between Gender of respondent and attitude
level towards the promotional and endorsement tools.
 There is no significant difference between Family income of respondent and
level of satisfaction towards attributes of branded clothes.

55
 SUGGESTIONS

 At the shopping mall there should be some improvement in parking facility

because most of the customers are facing big problems with parking.
 Marketers should take efforts to bring the shoppers to the door of a business at
the main street, once customers cross the threshold it is up to the merchant to
offer the product and services people want.
 Retailers in the shopping mall to increase repeated purchase from the existing
customers.
 Some of the customers are less aware or fails to recognize the promotional
activities offered by the merchandisers at the shopping mall, hence the retailers
has to take efforts to bring the attention of the customers.
 Companies have to take efforts to bringout more attractive promotional offers to
improve their business.

56
 CONCLUSION

After performing here search we have to come to a conclusion that presently

there is a considerable increase of shopping malls in all the metro cities and small
town. It has to be noted that a large section of middle class, upper middle class are
coming for shopping due to convenience, availability of food to clothing,grocery to
electronics under a single roof. This is due to better environment and improved
customers service, gift schemes, competitive price with a seasonal discounts,
various option for customers for choosing brand and verities, and availability of
parking space.
BIBLIOGRAPHY
BOOK
Research methodology, Paneer selvem PHIL earningprivateLimited,NewDelhi

WEBSITES:
www.google.com
www.wikipedia.com
www.phoenixmarketcity.com
www.dlfmallofindia.com
www.lulumall.in

JOURNALS
Mathew MJ (1998)Insurance (Theory and practices),rbsa publishers pg225
MichaelV.PResearchmethodologyinmanagement,Himalayapublicationpg49.
APPENDIX
 QUESTIONNAIRE

I am PRAVEEN KUMAR T final year B.Com student of RGM

GOVERNMENT COLLEGE ATTAPPADY ,As part of my curriculum I have to
do a projectwork titled “A STUDY ON THE IMPACT OF MARKETING
STRATEGIESONCONSUMERBUYING
BEHAVIOURATSHOPPINGMALLWITHSPECIALREFERENCETO
MELATTURAREA”

Thank you
PERSONALDATA

 Name:
 Age:
 Sex:

Male Female Transgender

 Placeof residence:

Urban Rural

 Maritalstatus:

Married Unmarried Others

 Educationalstatus:

BelowSSLC Plus two Degree Above degree

 Occupation

Professional Business Student Govt. Employee

RESEARCHDATA

1. Annualincome
Less than 10000 10000-20000
20000-30000 30000-40000
above50000

2. Do you liketopurchasefromshopping mall?

Yes No
3. Howoftendoyouvisit ashopping mall?
Daily Weekly
Monthly Yearly
4. Onan averagehowmuchyou spend eachtimeyou go to the shoppingmall
Below2000 2000-5000
5000-10000 above10000

5. Whichtype ofproductareyou usuallybuyfromshoppingmall

Food products Footwear’s
Clothing Cosmetics
Home appliances
6. Whichofthe followingmarketingstrategiesdoyoufindmoreattractive?
Magazineads broachers and flyers
TvandRadio postersand banners

7. Doyoureceivemessagefromstorestellingyouabouttheirnewoffersanddiscounts?
Yes No

8. Doyou haveamembership cards fromthevariousstoresinashopping mall?

Yes,onlyaparticularstore Yesmany
No

9. Thechoiceofshoppingmalldependontheavailabilityofstoreswherethecustomershavemembershi
p and offers.
Yes No
 10.Youprefertopay using?
Debit card Credit card
Cash Net/UPIBanking

11.Howdid productpricecompareyour expectation?

Verygood Good
Neutral Poor
Verypoor
12.Whatare pricescompareto regularstore
Veryhigh Above average
Average Belowaverage

13. How the factors influence in your selection of shopping malls for purchase?
Yes No
14.Howmuch yousatisfywith theirrange andproductprice
Satisfy Highlysatisfy
Unsatisfied Highly
unsatisfied15.Areyou satisfywith shoppingmall facilities
Satisfy Highlysatisfy
Dissatisfied Highlydissatisfied
16.Howmuchwill youratetheparkingfacilities atshopping mallsoutof5?

1 2
3 4

17. Rate yourlevelofsatisfactionregardingproductavailabilityinshopping mall

Highlysatisfied Satisfied
Neutral Dissatisfied Highly dissatisfied

18.Rateyourlevelofsatisfactionregardingpriceof theproducts
Highlysatisfied Satisfied
Neutral Dissatisfied Highlydissatisfied
19.What’syouropinionregardingself-serviceinshoppingmalls
Highlysatisfied Satisfied
Neutral Dissatisfied Highly
dissatisfied20.What’syour opinionregarding qualityofproductsin shopping malls
Highlysatisfied Satisfied
Neutral Dissatisfied Highly
dissatisfied21.Which marketing strategyis most effective?
Traditional Modern
22.Whattype of onlinestrategyismorebeneficialtoshopping mall?
SocialMediaCampion ContentMarketing
VideoMarketing