I N T R O D U C T I O N

A SURVEY REPORT ON Viewers’ perception towards shopping malls in Varanasi city.

Under the Guidance of

SUBMITED BY

Dr. ANKIT SARIN

PRADEEP KUMAR PGIB/03/38 2nd

Sr. Lecturer

semester SCHOOL OF MANAGEMENT SCIENCES VARANASI

2008-2010

\

DECLARATION

Preparing student for life…

DECLARATION I hereby declare that the information presented done here is correct to the best of my knowledge and the analysis is as per the norms and guidelines provided for the report. I have utilised the requisite concepts and applied the required methodologies to analyze the primary data collected to reach the conclusion present in the report. I claim the report to be my indigenous work and has not been presented anywhere for any purpose, what-so-ever.

PRADEEP KUMAR Roll No. IB/03/38 PGDM(IB)-II Sem SMS, Varanasi

ACKNOWLEDGEMEN T

ACKNOWLDEGMENT It is indeed a moment of immense gratification for me to express my deepest gratitude to the faculty of School of Management Studies (SMS) for providing me with an opportunity to carry out this survey and help me create the survey report

on

VIEWERS

PERCEPTION

TOWARDS

SHOPPING

MALLS

IN

VARANASI CITY.

I am immensely grateful to Prof. P.N JHA (Director General - SMS) for providing me opportunity to prove my skills and shoulder the responsibilities through this survey report. I would also like to convey my sincere gratitude to my project guide Dr. ANKIT SARIN

for her valuable guidance and suggestions

while pursuing the project and for taking pains to give her valuable inputs to structure the report. Without her help and valuable inputs and guidelines, the completion of this project would not have been possible. I am highly indebted and thankful to each and every person who devoted valuable time out of their busy schedule to fill-up the questionnaire in time. I am also thankful to our faculty and classmates for their suggestion and support to undertake this work and also during the course of study.

PREFACE

PREFACE It is a great honour to work on a project assigned to me and to prepare a report on his. This project gives information about the viewpoints of the public of Varanasi about the shopping malls in Varanasi. It focuses on the awareness in general public of Varanasi in respect of shopping malls. The topic assigned to me was a very challenging one and I had to work really hard to collect the relevant data. After analyzing those data, I have reached a conclusion, which has been clearly stated in the report. It was not an easy job to work on this project and was possible only with the great help and guidance of my mentor Dr.Ankit sarin who guided me to the right path in each and every problem that I was confronted with.

Thank you PRADEEP KUMAR

CONTENTS

CONTENTS 1. INTRODUCTION 2. RESEARCH OBJECTIVES 3. RESEARCH METHODOLOGY •

TYPE OF RESEARCH

•

TYPE OF DATA COLLECTION

•

PRIMARY DATA COLLECTION METHOD

•

PRIMARY DATA COLLECTION TECHNIQUE

•

UNIVERSE OF STUDY

•

SAMPLING TECHNIQUE

•

SAMPLING SIZE

•

STATISTICAL TOOLS

4. ANALYSIS OF THE SURVEY 5. FINDINGS 6. CONCLUSIONS 7. SUGGESTIONS 8. LIMITATIONS 9. BIBLIOGRAPHY 10. ANNEXURE

INTRODUCTION

I N T R O D U C T I O N

A shopping mall or shopping centre is a building or set of buildings that contain retail units, with interconnecting walkways enabling visitors to easily walk from unit to unit. Shopping centres in the United Kingdom can be referred to as "shopping centres", "shopping precincts" or just "precincts", but with American-style centres becoming more common in the UK, the term "mall" is gradually growing in use, at least among the younger generation.

Largest shopping malls

"Centre Commercial Al Qods" in Algiers, the largest shopping mall of Africa India is likely to have over 520 shopping malls by 2008, up from 50 operational malls in 2006, as developers are rushing to encash the booming retail business that is transforming the way indias have been shopping so far. The shopping mall phenomenon, however, is not likely to be restricted only to metros as malls are are also coming up in non-metro cities and larger towns across the country.The total malls space in six A-Grade cities- Delhi( including Gurgaon and Noida), Mumbai, Bangalore,chennai and Kolkata-is expected to increases to over 21.1 million square feet by 2005. It is also expected to increases in seven non-metro cities-Pune, Amedabad, lucknow, Varanasi, Lucknow, Ludhiana, Jaipur . Retailing consists of all activities involved in selling goods and services to consumers for their personal, family, or household use. It covers sales of goods ranging from automobiles to apparel and food products, and services ranging from hair cutting to air travel and computer education.

Sales of goods to intermediaries who resell to retailers or sales to manufacturers are not considered a retail activity. The retail sector in India is highly fragmented with organized retail contributing to only 3% of total retail sales. The retail sector in developed countries was also highly fragmented at the beginning of the last century but the emergence of large chains like Wal Mart, Sears, and Mc Donald’s led to rapid growth of organized retail and growing consolidation of the retail industry in the developed countries. The rapidly rising income levels and accompanying changes in lifestyle greatly contributed to the growth of organized retail in the west. Today, in India there is a rise in the purchasing power, and growth of a middle class which follows the western lifestyle. Hence, conditions are conducive for the rapid growth of organized retail in India. Retailing industry has travelled a long way from a humble beginning to a situation where worldwide Retail sales are more than $ 8 Trillion. Retailing has played a vital role world wide in increasing productivity across a wide range of consumer goods and services. The impact can be best felt in countries like USA, UK, Mexico, Thailand and more recently in China. Economies of countries like Singapore, Hong Kong and Malaysia are also heavily boosted by the Retail Industry. It is a changing Industry and old traditional ways of doing business has lost relevance now a days. It is an Industry which is heavily dependent on consumer spendings. As a result of this, Retailers are continuously challenging themselves to find out ways and means of identifying customer needs.

RETAIL SCENARIO IN INDIA As the corporates – the Piramals, the Tatas, the Rahejas, ITC, S.Kumar’s, RPG Enterprises, and mega retailers- Crosswords, Shopper’s Stop, and Pantaloons race to revolutionize the retailing sector, retail as an industry in India is coming alive. Retail sales in India amounted to about Rs.7400 billion in 2002, expanded at an average annual rate of 7% during 1999-2002. With the upturn in economic growth during 2003, retail sales are also expected to expand at a higher pace of nearly 10%. Across the country, retail sales in real terms are predicted to rise more rapidly than consumer expenditure during 2003-08. The forecast growth in real retail sales during 2003- 2008 is 8.3% per year, compared with 7.1% for consumer expenditure. Modernization of the Indian retail sector will be reflected in rapid growth in sales of supermarkets, departmental stores and hypermarts. Sales from these large-format stores are to expand at growth rates ranging from 24% to 49% per year during 2003-2008, according to a latest report by Euromonitor International, a leading provider of global consumer-market intelligence. A. T. Kearney Inc. places India 6th on a global retail development index. The country has the highest per capita outlets in the world - 5.5 outlets per 1000 population. Around 7% of the population in India is engaged in retailing, as compared to 20% in the USA. In a developing country like India, a large chunk of consumer expenditure is on basic necessities, especially food-related items. Hence, it is not surprising that food, beverages and tobacco accounted for as much as 71% of retail sales in 2002. The share of food related items had, however, declined over the review period, down from 73% in 1999. This is not unexpected, because with income growth, Indians, like consumers elsewhere, have started spending more on non-food items compared with food products. Sales through supermarkets and department stores are small compared with overall retail sales. Nevertheless, their sales have grown much more rapidly, at almost a triple rate (about 30% per year during the review period). This high acceleration in sales through modern retail formats is expected to continue during the next few years, with the rapid growth in numbers of such outlets due to consumer demand and business potential.

INDUSTRY EVOLUTION  Traditionally retailing in India can be traced to –

The emergence of the neighborhood ‘Kirana’ stores catering to the convenience of the consumers

–

Era of government support for rural retail: Indigenous franchise model of store chains run by Khadi & Village Industries Commission

 1980s experienced slow change as India began to open up economy.  Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumar's and Grasim first saw the emergence of retail chains  Later Titan successfully created an organized retailing concept and established a series of showrooms for its premium watches  The latter half of the 1990s saw a fresh wave of entrants with a shift from Manufactures to Pure Retailers.  For e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet M and Music World in music; Crossword and Fountainhead in books.  Post 1995 onwards saw an emergence of shopping centers, –

mainly in urban areas, with facilities like car parking

–

targeted to provide a complete destination experience for all segments of society

 Emergence of hyper and super markets trying to provide customer with 3 V’s - Value, Variety and Volume  Expanding target consumer segment: The Sachet revolution - example of reaching to the bottom of the pyramid.  At year end of 2000 the size of the Indian organized retail industry is estimated at Rs. 13,000 cror

The factors responsible for the development of the retail sector in India can be broadly summarized as follows: • Rising incomes and improvements in infrastructure are enlarging consumer markets and accelerating the convergence of consumer tastes. Looking at income classification, the National Council of Applied Economic Research (NCAER) classified approximately 50% of the Indian population as low income in 199495; this is expected to decline to 17.8% by 2006-07. • Liberalization of the Indian economy which has led to the opening up of the market for consumer goods has helped the MNC brands like Kellogs, Unilever, Nestle, etc. to make significant inroads into the vast consumer market by offering a wide range of choices to the Indian consumers. • Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc. • The internet revolution is making the Indian consumer more accessible to the growing influences of domestic and foreign retail chains. Reach of satellite T.V. channels is helping in creating awareness about global products for local markets. About 47% of India’s population is under the age of 20; and this will increase to 55% by 2015. This young population, which is technology-savvy, watch more than 50 TV satellite channels, and display the highest propensity to spend, will immensely contribute to the growth of the retail sector in the country. As India continues to get strongly integrated with the world economy riding the waves of globalization, the retail sector is bound to take big leaps in the years to come. The Indian retail sector is estimated to have a market size of about $ 180 billion; but the organised sector represents only 2% share of this market. Most of the organised retailing in the country has just started recently, and has been concentrated mainly in the metro cities. India is the last large Asian economy to liberalize its retail sector. In Thailand, more than 40% of all consumer goods are sold through the super markets and departmental stores. A

similar phenomenon has swept through all other Asian countries. Organised retailing in India has a huge scope because of the vast market and the growing consciousness of the consumer about product quality and services. A study conducted by Fitch, expects the organized retail industry to continue to grow rapidly, especially through increased levels of penetration in larger towns and metros and also as it begins to spread to smaller cities and B class towns. Fuelling this growth is the growth in development of the retail-specific properties and malls. According to the estimates available with Fitch, close to 25mn sq. ft. of retail space is being developed and will be available for occupation over the next 36-48 months. Fitch expects organized retail to capture 15%-20% market share by 2010. A McKinsey report on India says organised retailing would increase the efficiency and productivity of entire gamut of economic activities, and would help in achieving higher GDP growth. At 6%, the share of employment of retail in India is low, even when compared to Brazil (14%), and Poland (12%). Different Forms of Retailing in India:  Malls: The largest form of organized retailing today. Located mainly in metro cities, in proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They lend an ideal shopping experience with an amalgamation of product, service and entertainment, all under a common roof.Examples include Shoppers Stop, Piramyd, Pantaloon.  Specialty Stores: Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World and the Times Group's music chain Planet M, are focusing on specific market segments and have established themselves strongly in their sectors.  Discount Stores: As the name suggests, discount stores or factory outlets, offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over

at the season. The product category can range from a variety of perishable/ non perishable goods

 Department Stores: Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further classified into localized departments such as clothing, toys, home, groceries, etc.  Department Stores: Departmental Stores are expected to take over the apparel business from exclusive brand showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which started in Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India and even has its own in store brand for clothes called Stop  Hypermarts/Supermarkets: Large self service outlets, catering to varied shopper needs are termed as Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food & grocery organized retail sales. Super Markets can further be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.  Convenience Stores: These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to the convenience premium.  MBO’s : Multi Brand outlets, also known as Category Killers, offer several brands across a single product category. These usually do well in busy market places and Metros.

M A L L S

I N

I N D I A

Over the last 2-3 years, the Indian consumer market has seen a significant growth in the number of modern-day shopping centers, popularly known as ‘malls’. There is an increased demand for quality retail space from a varied segment of large-format retailers and brands, which include food and apparel chains, consumer durables and multiplex operators. Shopping-centre development has attracted real-estate developers and corporate houses across cities in India. As a result, from just 3 malls in 2000, India is all set to have over 220 malls by 2005. Today, the expected demand for quality retail space in 2006 is estimated to be around 40 million square feet. While previously it was the large, organised retailers – with their modern, up-market outlets, and direct consumer interface- who had been a key factor driving the growth of organised retail in the country, now it is the malls which are playing the role. Factors such as availability of physical space, population densities, city planning, and socio-economic parameters have driven the Indian market to evolve, to a certain extent, its own definition of a ‘mall’. For example, while a mall in USA is 400,000 to 1 million sq.ft. in size, an Indian version can be anywhere between 80,000 sq.ft. and 500,000 sq.ft. By 2005, total mall space in the 6 cities of Mumbai, Bangalore, Hyderabad, Chennai, Kolkata, and National Capital Region (Delhi, Noida, Gurgaon) is expected to increase to over 21.1 million sq. ft. Compared to other big cities, Kolkata and Hyderabad are relatively new entrants in the mall segment, but are witnessing quick growth. Smaller cities like Pune, Ahmedabad, Lucknow, Ludhiana, Jaipur, Chandigarh and Indore, are also expected to see a formidable growth in the growth of malls in the near future. But malls in India need to have a clear positioning through the development of differential product assortment and differential pricing, in order to compete effectively in a growing mall market. Segmentation in malls, like up-market malls, mid-market malls, etc. , proper planning, correct identification of needs, quality products at lower prices, the right store mix, and the right timing, would ensure the success of the ‘mall revolution’ in India.

CHALLENGES OF RETAILING IN INDIA Retailing as an industry in India has still a long way to go. To become a truly flourishing industry, retailing needs to cross the following hurdles: • Automatic approval is not allowed for foreign investment in retail. • Regulations restricting real estate purchases, and cumbersome local laws. • Taxation, which favours small retail businesses. • Absence of developed supply chain and integrated IT management. • Lack of trained work force. • Low skill level for retailing management. • Intrinsic complexity of retailing – rapid price changes, constant threat of product obsolescence and low margins. The retailers in India have to learn both the art and science of retailing by closely following how retailers in other parts of the world are organizing, managing, and coping up with new challenges in an ever-changing marketplace. Indian retailers must use innovative retail formats to enhance shopping experience, and try to understand the regional variations in consumer attitudes to retailing. Retail marketing efforts have to improve in the country advertising, promotions, and campaigns to attract customers; building loyalty by identifying regular shoppers and offering benefits to them; efficiently managing high-value customers; and monitoring customer needs constantly, are some of the aspects which Indian retailers need to focus upon on a more pro-active basis. Despite the presence of the basic ingredients required for growth of the retail industry in India, it still faces substantial hurdles that will retard and inhibit its growth in the future. One of the key impediments is the lack of FDI status. This has largely limited capital investments in supply chain infrastructure, which is a key for development and growth of food retailing and has also constrained access to world-class retail practices. Multiplicity and complexity of taxes, lack of proper infrastructure and relatively high cost of real estate are the other impediments to the

growth of retailing. While the industry and the government are trying to remove many of these hurdles, some of the roadblocks will remain and will continue to affect the smooth growth of this industry. Fitch believes that while the market share of organised retail will grow and become significant in the next decade, this growth would, however, not be at the same rapid pace as in other emerging markets. Organised retailing in India is gaining wider acceptance. The development of the organised retail sector, during the last decade, has begun to change the face of retailing, especially, in the major metros of the country. Experiences in the developed and developing countries prove that performance of organised retail is strongly linked to the performance of the economy as a whole. This is mainly on account of the reach and penetration of this business and its scientific approach in dealing with customers and their needs. In spite of the positive prospects of this industry, Indian retailing faces some major hurdles (see Table 1), which have stymied its growth. Early signs of organized retail were visible even in the 1970s when Nilgiris (food), Viveks (consumer durables) and Nallis (sarees) started their operations. However, as a result of the roadblocks (mentioned in Table 1), the industry remained in a rudimentary stage. While these retailers gave the necessary ambience to customers, little effort was made to introduce world-class customer care practices and improve operating efficiencies. Moreover, most of these modern developments were restricted to south India, which is still regarded as a ‘Mecca of Indian Retail’. Conclusion In India the retail sector is the second largest employer after agriculture, although it is highly fragmented and predominantly consists of small independent, owner – managed shops .There are over 12 million retail outlets in India , and organized retail trade is worth about Rs.12,90,000 crore (September,2003). The country is witnessing a period of boom in retail trade, mainly on account of a gradual increase in the disposable incomes of the middle and upper-middle class households. More and more corporate houses including large real estate companies are coming into the retail business, directly or indirectly, in the form of mall and shopping center builders and managers. New formats like super markets

and large discount and department stores have started influencing the traditional looks of book stores, furnishing stores and chemist shops. The retail revolution, apart from bringing in sweeping, positive changes in the quality of life in the metros and bigger towns, is also bringing in slow changes in lifestyle in the smaller towns of India. Increase in literacy, exposure to media, greater availability and penetration of a variety of consumer goods into the interiors of the country, have all resulted in narrowing down the spending differences between the consumers of larger metros and those of smaller towns.However, the supply of quality real estate space would be instrumental in propelling the future growth momentum of the retail sector in India. The addition of better and affordable retail space would enable retailers to deliver more better-quality products and services to the consumers, resulting in increase in operational efficiencies and decline in costs for the supply chain. India is one of the complex real estate markets in the world due to the large degree of variation and inconsistence in the market practice and regulatory norms. A combined effort by both central and state governments in terms of appropriate zoning laws, transparency in ownership, and availability of loans for retail land, is very much necessary for reducing existing bottlenecks. Accordance of ‘industry status’ to retail in India is an issue that needs to be addressed soon. Recognition would ease financing prospects, as well as standardize and unify taxes for the industry. An alignment of the retail sector with the tourism sector could also promote India as a global shopping hub. For the retail sector to achieve further growth, the spread of organised retailing has to become a national phenomenon. According to KSA Technopak, a leading consulting firm, the organised sector will grow to almost Rs.30, 000 crores by 2005, representing 6% of the total retail market. The top 6 cities will account for 66% of total organised retailing. Although many international retailers and brands still regard India as too difficult, they would welcome the opportunity to create an appropriate joint venture, if they felt India was changing. The growth of the organised retail industry in the country will mean thousands of new jobs, increasing income levels and living standards, better products, and services, a better shopping experience, and more social activities.

Retailing consists of all activities involved in selling goods and services to consumers for their personal, family, or household use. It covers sales of goods ranging from automobiles to apparel and food products, and services ranging from hair cutting to air travel and computer education. Sales of goods to intermediaries who resell to retailers or sales to manufacturers are not considered a retail activity. The retail sector in India is highly fragmented with organized retail contributing to only 3% of total retail sales. The retail sector in developed countries was also highly fragmented at the beginning of the last century but the emergence of large chains like Wal Mart, Sears, and Mc Donald’s led to rapid growth of organized retail and growing consolidation of the retail industry in the developed countries. The rapidly rising income levels and accompanying changes in lifestyle greatly contributed to the growth of organized retail in the west. Today, in India there is a rise in the purchasing power, and growth of a middle class which follows the western lifestyle. Hence, conditions are conducive for the rapid growth of organized retail in India. Retailing industry has travelled a long way from a humble beginning to a situation where worldwide Retail sales are more than $ 8 Trillion. Retailing has played a vital role world wide in increasing productivity across a wide range of consumer goods and services. The impact can be best felt in countries like USA, UK, Mexico, Thailand and more recently in China. Economies of countries like Singapore, Hong Kong and Malaysia are also heavily boosted by the Retail Industry. It is a changing Industry and old traditional ways of doing business has lost relevance now a days. It is an Industry which is heavily dependent on consumer spendings. As a result of this, Retailers are continuously challenging themselves to find out ways and means of identifying customer needs.

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TOPIC OF THE PROJECT - Preference of shopping malls in Varanasi City.

OBJECTIVES1- To find out how many time people visit malls in a month. 2- To find a purpose of visit in shopping malls in Varanasi. 3-To find out what type of product people purchase from malls. 4-To analyse whether people are attracted towards promotional schemes and offers or not. 5- To find out the reason for people visiting neighbourhood stores. 6- To know whether people safe in malls

7- To know there expenditure on consumption in shopping malls. 8- To know about thinking of people toward shopping malls.

RESEARCH: Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. According to Advanced Learner’s Dictionary of Current English research “ A careful investigation or enquiry specially through search for new facts in any branch of knowledge”. PROBLEM: Viewers perception towards shopping malls in varanasi city. TYPE OF RESEARCH: Descriptive & Conclusive Research. DATA COLLECTED: This survey has been done through primary data collection method. For primary data collection questionnaire method has been adopted for consumers as well as retailers. Some data has been collected through secondary data collection method. For secondary data collection www.google.com is used. SAMPLE UNIT: Viewers of malls in Varanasi. SAMPLING TECHNIQUE: Simple random sampling & quota sampling. SAMPLE SIZE: 100 for Viewers of malls. DATA ANALYSIS- The data analysis instrument used for conducting the research are: o Tabulation o Bar chart o Pie chart UNIVERSE OF THE STUDYVaranasi City

BENEFIT OF THE PROJECT: 1- This project helps to find out how many time people visit malls in a month. . 2- This project helps to find a purpose of visit in shopping malls in Varanasi 3- This project helps to find out what type of product people purchase from malls. 4-This project helps to analyse whether people are attracted towards promotional schemes and offers or not. 5-This project helps to find out the reason for people visiting neighbourhood stores. 6-This project helps to know whether people safe in malls

7- This project helps to know there expenditure on consumption in shopping malls. 8- This project helps to know about thinking of people toward shopping malls.

1-How many times do you visit malls in a month? 1-5 times 29 13 16 20

15-25 years 25-35 years 35-45 years 45 & above

30 25 20 15

5-10 times 5 7 5 2

10-15 times 3 -

15 & above 2 -

29

20 15-25 years

16 13

25-35 years

10

5

5

7

35-45 years 5 2

45 & above

3 0 0 0

2

0 0 0

0 1-5 times

5-10 times 10-15 times 15 & above

Interpretation: On the basis of the above graph we can say that most of the respondents visit malls 1-5 times in a month. Few prefer to go to malls 5-10 times. And almost negligible person visits malls more than 15 times in a month.

2-Why do you visit malls? (A) It is near It offers

It offers

No

For

For window

your

all

branded

bargaining entertainmen

home

under

products

t

shopping

15-25

8

one roof 16

years 25-35

5

11

11

2

16

2

years 35-45

8

10

12

5

14

3

years 45 &

7

16

10

1

9

-

18

5

18

14

above 60 50 40 30 20 10 0

7 8 5

8

9

16

10

10 11

12 11

1

16

18

52

14

5

16

18

0

32

14

45 & above 35-45 years 25-35 years 15-25 years

Interpretation: Most of the respondents visit malls for entertainment & branded products. But people of 45 years of age & above mostly visit malls because it offers all under one roof.

(B) It is near

It offers

It offers

No

For

For

Student Service Business Other

your

all under

branded

home 7 7 7 7

one roof 17 9 10 17

products 19 12 10 10

60 50 40 30 20 10 0

10 9

10 10 12

17

19

17 7 7 7 7

bargaining entertainmen

window

t

shopping 13 5 1

6 5 2

13 9 16 2 5 6

19

19 16 9 13

1 5 13

Other Business Service Student

Interpretation: Students & servicemen visit malls for entertainment and branded products. Businessmen and others visit malls because it offers all under one roof.

(C) It is near

It offers

It offers

No

For

your

all under

branded

bargaining entertainmen

For window

Male Female

home 11 17

40 35 30 25 20 15 10 5 0

one roof 24 27

17 11

2427

products 18 33

6 7

shopping 8 11

34 23

33 18

t 23 34

8 11

6 7

M ale Female

Interpretation: Most of the males and females visit malls for entertainment and branded products. They also prefer malls because it offers all under one roof.

(3) What type of products do you buy from malls? (A) Clothes Food 15-25

29

items 2

Cosmetics Footwea

Electronics Music Households Books Other

r 3

11

4

13

8

8

5

years 25-35

12

10

4

4

1

5

4

3

3

years 35-45

16

14

6

8

3

8

8

3

7

years 45 &

11

9

4

6

4

3

10

3

5

abov e

30 29 25 20 15 10

16

14 12 11 10 9

5

2

6 44 3

15-25 years

13

11

10 8 88 8 86 7 5 5 4 4 34 5 333 3 4 3 1

0

25-35 years 35-45 years 45 & above

Interpretation: Most of the people between 15 to 25 years purchase clothes, footwear & music from malls. People above 25 years of age prefer to buy all kind of products from malls.

(B) Clothes Food Student Service Business

30 15 12

items 20 13 10

Cosmetics Footwea

Electronics Music Household Book

r 3 1 4

s 12 7 3

4 3 3

11 9 3

8 9 3

7 5 3

Oth er 4 9 2

Other

12

12

9

5

2

6

10

2

6

O the r 4 9 2 6 Bo o ks 7 5 32 Ho use holds8

9 3 10 Stude nt

M usic 11 9 3 6

Se rvice

Ele ctro nics4 3 32 Fo o tw ear 12 7 3 5

Busine ss

Co sme tics314 9

O the r

Fo o d ite ms Clo the s 0

20

13

30 20

10

12

15

12

40

12 60

80

Interpretation: Most of the people prefer to buy clothes and food items from malls.

(C) Clothes Food Male Female

30 40

items 21 34

Cosmetics Footwea

Electronics Music Households Books Oth

r 1 16

10 17

10 2

18 11

9 22

12 6

er 8 13

45 40 40 34 35 30 30 22 25 21 18 20 16 17 12 15 11 10 10 9 10 6 2 5 1 0

13 8

M ale Fe male

Interpretation: Males mostly prefer to buy clothes, food items and music whereas Females prefer buying clothes, food items, households, footwear and cosmetics.

4-Do you feel safe while shopping in malls?

15-25 years 25-35 years 35-45 years 45 & above

Yes 38 19 16 19

No 1 1 3 3

45 40 35

1 38

30 25 20

1 19

15

3 16

10

No

3

Yes

19

5 0 15-25 years

25-35 years

35-45 years

45 & above

Interpretation: This chart shows that most of the people feel safe while shopping in malls. Only 3% people of age group 35 to 45 years and 45 years & above do not feel safe in malls

(5) Do you prefer any particular day?

(A) 15-25 years 25-35 years 35-45 years 45 & above

Yes

No

11 16 10 13

27 5 9 9

27

30 25 20 15

16 Yes

13

11

10 9

10

No

9

5

5 0 15-25 years

25-35 years

35-45 years

45 & above

Interpretation: On the basis of the above graph most of the people of age group 15 to 25 do not prefer any particular day whereas most of the people of age 25 years and above prefer some particular day to visit malls.

15-25

Mon -

Tue -

Wed 2

Thu 4

Fri 1

Sat 3

Sun 10

years 25-35

1

1

-

1

-

4

15

years 35-45

-

1

-

-

1

5

10

years 45 &

-

-

-

-

-

6

10

above

16 14

15

12 10

10

8 6 4 2 0

4 0100 01 10 20 00

1 0 1 10 0 0

Mon

Thu

Tue

Wed

Fri

3

4

5

10 10

25-35 years 35-45 years

6

Sat

15-25 years

45 & above

Sun

Interpretation: Out of 100 respondents, most of the people visit malls on Sunday. People between 15 to 25 year of age visit malls on any day of the week whereas people between 25 to 35 years of age mostly visit malls on Weekends. People of 35 to 45 years and above age also prefer to go to malls on weekends.

(B) Student Service Business Other

Yes 14 15 10 12

No 27 6 6 10

10

Other 6

Business

12

10 No

6

Service

Yes

15

Student

27

14 0

5

10

15

20

25

30

Interpretation: Most of the students do not prefer any particular day for visiting mall whereas servicemen and businessmen prefer a particular day. Other people may or may not prefer a particular day.

Student Service Business Other

Mon 1 -

Tue 1 1 -

Wed 2 -

Thu 4 1 -

Fri 1 1 -

Sat 3 5 5 6

Sun 12 13 9 10

13 12

14 12

10 9

10

Student

8 6

4

4 2 0

6 55

1

11 0 00 0 0 Mon

Tue

2 000 Wed

Service Business

3

Other

1 1 1 00 0 0 Thu

Fri

Sat

Sun

Interpretation: On the basis of above graph, most of the respondents prefer to go to malls on weekends. A few students, servicemen & businessmen prefer any day of the week.

(C) Male Female

Yes 30 20

No 16 34

No

34

16 20

Yes

30 0

10

20

30

40

Female M ale

Interpretation: Most of the males prefer a particular day for visiting malls whereas females do not prefer a particular day.

Male Female

Mon 1

Tue 2

Wed 2

Thu 4 1

Fri 2 -

Sat 9 10

Sun 28 16

28

30 25 20

16 Male

15

9 10

10 5

2

01

0

Mon

Tue

0

2

4 1

2

Female

0

0 Wed

Thu

Fri

Sat

Sun

Interpretation: Out of 100 respondents most of the males and females prefer to go to malls on Saturday and Sunday.

(6) Do you think shopping malls provided only Branded items?

No. of people (A) Yes

57

(B) No

35

(C) Can’t say

08

INTERPRETATIONAs per the survey on people,57% people say shopping malls provide only branded items,35% people say no while 8% choose can’t say.

7-When do you prefer shopping in malls? OR

What is the approach of customers towards various sales promotion offers? (A)

15-25 years 25-35 years 35-45 years 45 & above

Promotional Special

Season sale

Festive offers

Other

offers 5 3 6 3

11 6 10 6

5 4 9 10

11 10 9 9

discounts 24 7 11 15

25 20 15 10

15-25 years

5

25-35 years 35-45 years

0

45 & above

Interpretation: The above graph shows that people of all age are inclined towards promotional offers.

(B)

Student Service

Promotional Special

Season sale

Festive

Other

offers 7 5

11 12

offers 5 8

11 13

discounts 25 9

Business Other

3 3

8 15

6 4

3 12

8 7

60 15 40 20 0

3 3 5 7

8 9 25

4 6 12 11

12 3 8 5

7 8

Other

13

Business

11

Service Student

Interpretation: According to above analysis, students are most inclined towards special discounts. Businessmen also prefer to buy during special discounts whereas servicemen are attracted towards season sale and other offers.

(C)

Male Female

Promotional Special

Season sale

Festive

Other

offers 10 8

14 19

offers 11 18

15 24

discounts 24 33

15

Other Festive offers Season sale Special discounts Promotional offers 0

11

24 18

14

19

Female

24 10

M ale 33

8 20

40

60

Interpretation: Most of the males as well as females are attracted to special discounts. Next they are inclined towards other offers and then season sale, festive offers and promotional offers.

(8) Which shopping mall do you more prefer to go in Varanasi city? No. of people (A) IP Mall

64

(B) JHV

23

(C) Both

13

INTERPRETATIONAs per the survey on people,64% people prefer IP mall to go, 23% prefer JHV while 13 prefer both to visit.

(3) Do you think shopping malls affect the other shopping areas? No. of people (A) Yes

45

(B) No

35

(C) Can’t say

20

INTERPRETATIONAs per the survey on people,45% people say shopping malls are affecting other shopping areas,35% says no while 20% choose can’t say.

(10) Why do you prefer neighbour stores? (A) Reasonable Selection Alternative Credit price

& choice shops

facilities

Bargaining After sale services

Others

15-25

8

26

7

2

6

5

9

years 25-35

7

14

9

6

3

5

-

years 35-45

10

13

10

4

4

5

2

years 45 &

8

8

5

11

11

5

5

abov e 30

26

25 20 15 10

10 8 7 8

14 13 8

5

10 9 7 5

11 6 2

11 6

4

3

4

15-25 years

9 5555 2 0

0

5

25-35 years 35-45 years 45 & above

Interpretation: Most of the people visit neighbourhood stores because it provides selection and choice. People of 35 to 45 years of age visit stores because of reasonable price & presence of alternative shops whereas people of 45 years & above prefer stores due to the availability of credit facilities and bargaining. (B) Reasonable Selection Alternative Credit price Student

& choice shops 7

28

8

Bargaining After

facilities 3

Others

sale 5

services 5

8

Service Business Other

10 4 12

14 8 11

9 6 8

3 9 8

5 3 10

7 4 4

3 2 3

28

30 25 20 15 10 5

12 10 7 4

14

11 8 89 8 6

98 33

10 55 3

8 7 5 44 323

Student Service Business

0

Other

Interpretation: On the basis of above graph it can be interpreted that students visit neighbourhood stores mostly because of selection & choice available. Servicemen, businessmen & others prefer to go to stores due to various reasons mentioned above.

(C) Reasonable Selection Alternative Credit price Male Female

13 20

& choice shops 32 29

13 18

Bargaining After

facilities 11 12

Others

sale 6 17

services 11 11

5 11

Male 5

Reasonable price

13

11

Selection& choice Alternativeshops

6

Credit facilities 11

32

Bargaining After sale services

13

Others

Female Reasonable price

11

20

Selection& choice

11

Alternativeshops Credit facilities

17

29

Bargaining After sale services

12 18

Others

Interpretation: Above chart shows that most of the males and females prefer shopping in neighbourhood stores because of vast selection & choice. Many males & females also prefer stores because of reasonable prices & presence of alternative shops. The chart also shows that females prefer stores due to bargaining. A few visit because of credit facilities, after sale services & other reasons. (11)What do you think about shopping malls in Varanasi?\

No. of people (A) Growing & Running successfully

37

(B) Diminishing at all level

23

(C) Constant performance

25

(D) Can’t say

15

INTERPRETATION As per the survey on people,37% people accept the growing & running successfully condition of malls in varanasi, 23% says diminishing at all level, while 25% say constant performance and 15% choose can’t say.

(12) How much money do you spend in shopping malls in a month?\

SPEND IN RUPEE

No. of people

(A) Between 100-500(Rs)

57

(B) Between 500-5000(Rs)

26

(C) More than 5000(Rs)

17

INTERPRETATIONAs per the survey on people, 57% people spend 100-500 monthly in shopping malls while 26% people spend 500-5000 and 17% spend more than 5000.

(13) In future shopping malls cover all market? No. of people (A) Yes

53

(B) No

27

(C) Can’t say

20

INTERPRETATIONAs per the survey on people,53% people say shopping malls will cover all market in future while 27% say no and 20% people choose can’t say.

(14) Is Shopping malls trend better strategy for attracting more consumer attention? No. of people (A) Yes

47

(B) No

17

(C) Only new trend in society

36

INTERPRETATIONAs per the survey on people, 47% people accept shopping malls trend is better strategy while 17% say no and 365 say only new trend in society.

(15) Should more shopping malls open in Varanasi city?

No. of people 65 30 5

(A) Yes (B) No (C) Can’t say

INTERPRETATIONAs per the survey on people, 65% people in the favor of opening more shopping malls, 30% say no while 5% can’t say any think.

C O N C L U S I O N

After analysis of the above data we came to the following conclusion:-

• Most of the people visit malls atleast 1 to 5 times in a month. • Around 50% of them visit malls on weekends. • Students do not prefer any specific day for visiting malls. • Most of the people prefer malls for purchasing branded products. • Many people visit malls for entertainment. • Old people prefer shopping in malls because it provides them all under one roof. • People generally buy clothes and food items from malls. •

The survey also shows that customers are more attracted towards sales

. • Customers are generally more attracted towards the shops located in mall. • Most of the people say shopping malls are growing and running successfully in varanasi city. • Most of the people say shopping malls cover all market in future. • People more safe and comfortable while shopping in malls. • People also want that more and more malls should come up in Varanasi.

Atlast it can be concluded that malls provide shopping experience to the customers. People are quit satisfied with the facilities provided by malls in Varanasi. But still there is a lot to do for complete customer satisfaction.

S U G G E S T I O N S

• Trained and specialized personnel should be hired for better interaction with customers. As the whole retailing depends on human resource therefore trained personnel are must for the success of retailing.

• Prices charged by the retailers in malls should be reasonable so that all classes of customers can buy products from malls.

• Medicine shops should be opened in the malls.

• Beauty saloons for ladies should be opened in malls.

• Live game shows on festivals and other occasions should be organized.

• Fresh fruits and vegetables should also be sold.

• Drinking water facilities should also be provided. • Lack of floor space in stores is a constraint. Therefore more space should be provided for people to move around.

L I M I T A T I O N S

•

The major problem was of language. As the questionnaire was in English, so people were not interested in filling it.

•

In some cases meaning of the question had to be explained to the respondents.

•

Few people did not have the time to fill up or answer the questionnaire.

•

People were not willing to give their suggestions on the given topic.

•

Few people were not responding as we expect from them and they were reacting for the survey is conducted for false purpose.

B I B L I O G R A P H Y

WEBSITES –

www.google.com www.yahoo.com BOOKS – Research Methodology- C.R.Kothari Methodology of research in social sciences- Krishnaswami

ANNEXURE

QUESTIONNAIRE Dear sir/madam I am Pradeep kumar, student of PGDM(IB)-II Semester from “School of Management Sciences, Varanasi.” I am doing field survey on “Viewers perception towards shopping malls

in Varanasi city.” Please cooperate and help me by giving your valuable answer on the Questionnaire given below, which will help me in compiling and reaching near to my goal. NAME:

AGE:

ADDRESS:

OCCUPATION:

GENDER:

INCOME:

1. How many times do you visit malls in a month? 1-5 10-15 5-10 15 & above 2-. Do you visit malls becausea) it is near your home b) it offers all under one roof c) it offers branded products d) no bargaining e) for entertainment f) window shopping 3- What type of products do you buy from malls? Clothes Food items Cosmetics

Footwear Electronics Music

4- Do you feel safe while shopping in malls? Yes

5- . Do you prefer any particular day? Yes No If Yes, specify the day: Sun Mon Tue

Wed Thu Fri

Households Books Other No

Sat 6- Do you thing shopping malls provided only branded items? (a) Yes

(b) No

(c) Can’t say anything

7- When do you prefer shopping in malls? Duringa) Promotional offers d) Festive offers b) Special discounts e) Other c) Season sale 8- Which shopping malls do you more prefer to go for shopping? (a)IP mall (b) JHV mall (c) Both 9- Do you thing shopping malls affect the other shopping area? (a) Yes

(b) No

(c) Can’t say anything

10 - Do you visit shopping malls because ofa) Reasonable price b) selection & choice c) presence of alternative shops d) availability of credit facilities e) bargaining f) after sales service g) others

11- What do you think about shopping malls in varanasi? (a) Growing and Running successfully

(b) Diminishing at all level

(c) Constant performance

(d) Can’t say

12- How much money do you spend in shopping malls in one month ?

(a) Between 100-500

(b) Between 500-5000

(c) More than 5000

13- In future shopping malls cover all markets? (a) Yes

(b) No

(c) Can’t say

14- Is shopping malls trend better strategy for attracting more consumer attention? (a) Yes

(b) Only new trends in society

15- Should more malls be opened in the city? (a) Yes (b) No

(c) No

(d) None

(c) Can’t says

16-Any suggestion?

Thanks