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Big bazar pankaj tiwari Big bazar pankaj tiwari Document Transcript

  • A PROJECT ON “Consumer Shopping Behavior in BIG BAZZAR” MASTER OF MARKETING MANAGEMENTSUBMITTED IN PARTIAL FULFILLMENT OF THE REQIREMENT FOR AWARD OF MASTER OFMARKETING MANAGEMENT OF UNIVERSITY OF PUNE SUBMITTED BY AURAAG SHARMA (2008-10) (MATRIX BUSINESS SCHOOL, PUNE-4) GUIDED BY: - Mrs. Meenal Pendse MATRIX BUSINESS SCHOOL PUNE-4 1
  • CERTIFICATEThis is to certify that the FIELD WORK titled “Consumer shoppingbehavior in BIG BAZAAR” Is a Bona fide work carried out by Mr? VISHAL SHARMAstudent of Master of MARKETING MANAGEMENT Semester 2nd of MATRIX BUSINESS SCHOOL, PUNE under University of Pune in the Year2009. Internal guide Director Mrs. Meenal Pendse Dr. J.N. Pol Date: Place: Pune College Seal 2
  • AcknowledgementA successful project can never be prepared by the single effort or the person towhom project is assigned , but it also demand the help and guardianship of someconversant person who helps in the undersigned actively or passively in thecompletion of successful project.With great pleasure I express my gratitude to our director Dr.J.N.Pol and projectguide Prof. Meenal Pendse without their help this would not have been completed.They have given their precious suggestions and constructive guidance has beenindispensable in the completion of this project work.I would also like to thank the staff of the Matrix Business School. They havesupported me in this endeavor, and appreciated me in my efforts during my project.Last but not the least I would also like to thank my friends and all the responded.Who directly and indirectly supported to me during my project work, without thehelp of whom this project would not have been possible. Anuraag Sharma 3
  • IndexSr. Title Page No.No1 Executive Summary 5-62 Objective and scope of the study 73 Company Profile 8-104 Theoretical Background 11-175 Research Methodology 18-216 Data analysis and Interpretation 22-307 Findings 31-328 Limitations 339 Conclusion 3410 Recommendations 35-3611 Annexure 37-3912 Bibliography 40 4
  • EXECUTIVE SUMMARYProject Title“Consumer buying behavior while Shopping”The study of any subject is made by examining it in an organized fashion. Thereare three classes of variables involved in understanding consumer behavior;STIMULUS, RESPONSE and INTERVENING variables. Stimulus variables, suchas advertisements, products exist in both the individuals’ external environment.These generate a sensory input to consumers. Response variables are the resultingmental / or physical reactions of individuals who are influenced by stimulusvariables. For e.g.: - purchasing a product or forming attitudes about it could beviewed as response variables. Many of the variables affecting consumers (such aspersonality, learning, and perceptions are external situations, motives, and so forth)cannot be directly observed.The project “Consumer buying behavior while shopping”. Is carried out undersupervision and guidance of BIG BAZAAR. The project was about studying theconsumer buying behavior.A questionnaire was prepared by us in order to conduct market survey. Thequestionnaire was based on different parameters to judge and understand theconsumer behaviors and determine the best possible strategies which could be usedto attract customers.The research carried out in this project was descriptive in nature. The study wasaimed at knowing the various eating habits of a consumer.This project helped in understanding what exactly a customer looks in an eatingjoint before entering it. It gave an idea about the essential factors that are requirednow a day for an eating joint to attract customers in this competitive world. 5
  • We were also given a task to understand the customer eating habits, what aconsumer wants while eating in a restaurant what all a consumer look for and whatare their expectations, how can a mall owner satisfy the needs and wants of aconsumer so that the consumer may come back and the retailer can retain itsconsumer.This project helped us to figure out the different consumer eating behavior and tounderstand the overall customer perception of eating in a restaurant as well as theirdemand for mall.The trend today has been to combine shopping with various offering. For e.g. apartfrom shopping there are food courts, cinema theaters and even in some anamusement centre for children.Shopping has made people spend not just on their requirements of goods to bebought but to look on the totally of experience have a quick bite at McDonalds inthe mall or let the kids play fun game while one is busy shopping or even takingthe family out for movie and having a dinner all under one roof. The benefits ofthis totally offering are that many vendors get to have peoples patronize theirofferings, while theShopping experience i.e. being enhanced, more business got by the stores at thevenue. Shopping is no longer a onetime agenda for people. Various options areopening up. OBJECTIVES & SCOPE OF THE STUDY 6
  • Objective:- • To analyze consumer behavior towards consumption of fast food.Scope of the project:- The market survey has done in fast food restaurants; this project is useful forthe better understanding of the consumer behavior. The project encompasses thevarious behavior of customer, their pre and post behavior when they eat. There isalso overview of the consumer’s attraction towards fast food restaurants, mostlyconsumer perceptions are changing and most of the consumer now prefers to eat infast food restaurant. The project work involves specific guidelines for therestaurant and helps the restaurants to understand better the consumer behavior infast food restaurants. Company profileBig Bazaar 7
  • Pantaloon Retail (India) Limited, is India’s leading retailer that operates multipleretail formats in both the value and lifestyle segment of the Indian consumermarket. Headquartered in Mumbai (Bombay), the company operates over 7millions square feet of retail space, has over 1000 stores across 53 cities in Indiaand employs over 25,000 people.The company’s leading formats include Pantaloons, a chain of fashion outlets, BigBazaar, a uniquely Indian Hypermarket chain, food Bazaar, a supermarket chain,blends the look, touch and feel of Indian bazaars with aspects of modern retail likechoice, convenience and quality and Central, a chain of seamless destination malls.Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky,Fashion Station, all, Top 10, bazaar and Star and Sitara. The company alsooperates an online portal, futurebazaar.com.Big Bazaar is not just another hypermarket. It caters to every need of your family.Where Big Bazaar scores over other stores is its value for money proposition forthe Indian customers.At Big Bazaar, you will definitely get the best products at the best prices - that’swhat they guarantee. With the ever increasing array of private labels, it has openedthe doors into the world of fashion and general merchandise includingHome furnishings, utensils, crockery, cutlery, sports goods and much more atprices that will surprise you. And this is just the beginning. Big Bazaar plans toadd much more to complete your shopping experience.Future groupFuture group is one of the country’s leading business groups present in retail, assetmanagement, consumer finance, insurance, retail media, retail spaces and logistics. 8
  • The group’s flagship company, pantaloon Retail (India) Limited operates over 7million square feet of retail space, has over 1000 stores of its leading retail formatsinclude, Pantaloon, Big Bazaar, Central, Food Bazaar, Home Town, Ozone, Depot,future Money and online retail format, futurebazaar.com.Future group includes, Future Capital Holding, Future Generally India Indusleague clothing and Galaxy Entertainment that manages sports Bar, Brew Bar andBowling Co. Future Capital Holding, the group ‘s financial arm, focuses on assetmanagement and consumer credit. It manages assets worth over $1 billion that arebeing invested in developing retail real estate and consumer-related brands andhotels.The group’s joint venture partners include Italian insurance major, generally.French retailer ETAM group. Us-based stationery products retailers, Staples Inc.and UK-based Lee Cooper and India-based Talwalkar’s, Blue Foods and LibertyShoes.Future Group’s vision is to, “deliver Everything, Everywhere, Every time to everyIndian consumer in the most profitable manner.” The group considers” as a corevalue and its corporate credo is- Rewrite rules, Retain values. 9
  • Theoretical BackgroundRetailing – is the most active and attractive sector selling goods or services directlyto final of the last decade. While the retailing industry consumers for personal, nonbusiness use itself has been present through history in our country, it is in therecent past it has witnessed so mush dynamism 10
  • Retailing one of the largest sectors in the global economy is going through atransition phase not only in India but the world over.The study of any subject is made easier by examining it in an organized fashion.There are three classes of variables involved in understanding consumer behavior,stimulus, response and intervening variables. Stimulus variables, such asadvertisement, products and hunger pangs exist in both the individuals’ externaland internal environment. These generate sensory inputs to consumers. Responsesvariables are the resulting mental and/or physical reactions of individual who areinfluenced by stimulus variables. For ex: - purchasing a product or formingattitudes about it could be viewed as responses variables.Many of the variables affecting consumer (such as personality, learning, andperceptions of external situations, motives, and so forth) cannot be directlyobserved therefore, those who want to learn about the variables affecting consumermust often make inference to determine the extent to which a given variable ishaving an influnceThe study of consumer behavior can also be quite complex, because of the manyvariables involved and their throw the variables, tendency to interact with andinfluence each other. Models of consumer behavior have been developed as ameans of dealing. With this complexity. Models can help organize out thinkingabout consumers into a coherent into a coherent whole by identifying relevantvariables, describing their basic characteristics, and specifying how the variablesrelate to each other.Consumer decisions Process 11
  • This process consists of the decision process regarding products and services. Themajor steps in this process are shown as problem recognition, information searchand evaluation, purchasing processes, and post purchase behavior. Problemrecognition occurs when the consumer is activated by awareness of sufficientdifference her actual affairs and her concept of the ideal situation. This can occursthrough activation of a motive such as hunger, by confronting some externalstimulus such as an advertisement, or by being effected by additional variablessuch as social or situational influences.Internal search – a quick and largely unconscious review of memory for storedinformation and experiences regarding the problem. The information is in the formof belief and attitudes that have influenced the consumer’s preference towardsbands. Often such a review results in recognizing a strong brand preference, and aroutine purchase occurs. However if an internal search does not provide sufficientinformation about products, or how to evaluate them, the consumer continues witha more involved external search for information. This result exposure to numerousinformational inputs called stimuli, which can arise from a variety of sources,including advertisement, printed products reviews, and comments from friends.Any informational stimuli are subjected to information-processing activities, whichthe consumer uses to derive meaning from stimuli. The process Involves allocatingattention to available stimuli deriving meaning form these stimuli and holding thismeaning in what is termed in what is termed short term memory where it can beretained briefly to allow further processing.Indian retail market scenario 12
  • The financial year 2005-06 saw India ride high on the waves of abooming economy. The BSE sensex scaled new heights by crossing the1200 points mark early that year. The GDP growth for 2005-06 wasabout 8.4 % while foreign reserves had crossed the US$ 165 billionmark. India had shed its tag of a third world country and is being hailedas one of the most rapidly emerging markets and a popular investmentdestination.Between the affluent and the middle class has reduced dramatically. TheIndian middle class is expected to grow from its current share of 22 % to32 % of the total population by 2010 over the last few years retail hasbecome one of the fastest growing sector in the Indian economy. Retailin India is currently estimated to be a $230 billion industry of whichorganized retail 3 % or roughly $ 7 billion. At keamey has identifiedIndia as the leading retail destination in their annual list of mostattractive countries for international retail expansion (Global retaildevelopment index 2006). Organized retail is expected to grow at therate of 25-30% per annum and is projected to attain a size of $23 billionby 2010.The booming services sector in India has fueled the growth of a newclass of consumer the single urban youth whose expenses are typicallyindependent of family compulsion. As observed globally the steadyclimb in lifestyle and leisure goods is essentially due to disposableincome of this class of consumers. Over the last one year salaries haveincreased by approximately 15-20%. The divide 13
  • The government has allowed foreign direct investment in real estatesince early 2005. This has led to increased foreign interest and hasencouraged joint ventures between Indian and foreign developer.Considering the vast potential in the retail business 51% FDI in singlebrand retailing has also been allowed recently. This move is anticipatedto attract foreign investment technology global best practices and caterto the demand for high quality branded goods in India.Corollary to the real estate growth retail boom too has percolated to thetier-2 and tier-3 cities of India of the total 361 mail projects currentlyunderway in India 227 are in the top 7 cities while the rest 134 aredistributed over various tier-2 tier3 cities. These statistics reveal the farreaching effect of positive macro trendsIn changing the consumer preferences and shifting mindsets towardsorganized retail experience besides new malls close to 35 hypermarket325 large department stores and over 10000 new outlets are also underdevelopment. Growth in rural population and increase in agriculturalincomes also offers considerable scope for innovative retail formats.India’s vast middle class and its virtually untapped retail industry arekey attraction for global retail giants wanting to enter new markets. AsIndia continues to get strongly integrated with global policies the retailsector is bound to grow manifold in the years to come. The depth of theIndian market and the variations of the consumer profile portend a brightfuture for the sustained growth of the Indian retail sector. 14
  • Current scenarioPune has been experiencing a retail boom since the last 2-3 years in2005 approximately 1.25 mm. sq. ft of new retail space was added toPune real estate market. This led the current retail stock of the city togrow to 3.5 mm.sq ft growth in commercial activities and the migrantpopulation of young white collar workers has been the key driver of realestate boom in the city.With 23 mall projects in the pipeline the city was expected to have acumulative retail slot of approximately 4.5 mn.sq ft by end 2006 andinfusion of new retail space over the next two years the total retail stockin Pune by end 2008 is estimated to be about 8.7 mn sq ft.The city has been witnessing an interesting trend of movie screens beinglocated in large format mall developments. Another noticeable trend inthe retail format is the advent of specialty mall or niche malls.Centre locationsThe locations where retail developers have flourished traditionally arethe high streets of M .G Road F C road and J. M. road in the central partof the city these markets have a unique mix of local brands along withnational and international retailers both are known to generatesubstantial revenues along with heavy footfalls. 15
  • However the development of malls in the neighboring locations isanticipated to affect the footfalls of these traditional high streets. A casein point is the presence of magnum mall (175000 sq. ft.)In the camp area which has created a pull effect on the consumerstronghold of M. G. road.nucleus mall (200000 sq ft ) in camp whichbecame operational in 2005 had shoppers stop take up space for itssecond outlet in the city. Another large scale project Pune central a mallby pantaloon retail on bund garden road has food bazaar as its anchortenant and caters to the domestic needs of the bulk of the residentpopulation of central Pune.These retail market in the central location of the city currently houseapproximately 1.78 mn.sq.ft of retail stock a new mall fun n travel(100000 sq ft) has been planned in the bund garden region while twomalls ascent (93654 sq ft) And one centre port (1240000 sq ft) arecoming up on the university road. These developments are slated toenter the market sometime in 2007.Suburban and peripheral locationWhile the retail markets in camp an bund garden road continue tomature retail sector activity is increasingly shifting to suburban and 16
  • peripheral locations of Aundh, Hadpsar karve road kondhwa andyerwada note wothy mall development sudev axis (350000) will also beoperational in 2007 this micro market is expected to witness a number oflarge scale mall developments amounting to approximately 2.3 mn sq ftof new retail space by 2008. RESEARCH METHODOLOGYResearch Methodology ill common parlance refers to a search for knowledge. Onecan also define also research as a scientific and systematic research for pertinentinformation a specific topic. Research is an art of systematic investigation. Somepeople consider research as a movement, a movement to the known to theunknown.According to Clifford Woody: - 17
  • “Research comprises defining and redefining problems, formulating hypothesis or suggested solutions, collecting, organizing and evaluating data, making deductions mil reaching conclusion, and at last carefully testing the conclusion to determine whether they fit the formulating hypothesis.” Marketing research is defined as a systematic gathering and analysis of the data concern with an objective. The whole activity is divided into various parts and after compilation of that we reach at certain findings, which enable us to marketing decision. It involves the diagnosis of information needed and the selection of the relevant and inter-related variables. Research Plan: - Research Approach: SURVEY METHOD Primary Source Primary data consists of original information gathered for specific purpose. The primary data is collected through questionnaire. The questionnaire is through common instrument collecting primary collection. I collected the data through questionnaire from different small eating joints. Research Instrument The research instruments used for collecting the primary data were thequestionnaire. Questionnaire 18
  • The questionnaire was carefully developed tested and debugged before they were administered on a large scale. Each questions contributed to the research objective here questionnaire is structured types means there are concrete, definite and predetermined questions. The questions are presented are exactly same wording and in the same an order to all respondents. The questionnaire had a mix type of open ended, closed ended and multiple choice questions. The questions were limited in numbers simple direct and unbiased technology was adopted. Data Source:Primary: 19
  •  The data was collected through questionnaire comprising of 17 questions.Secondary: The data was collected through: Data Collection Instrument: QuestionnaireSampling Procedure: 1. Sample Unit : Consumer visited Small Eating Joints 2. Sample Size : 50 Respondents 3. Sampling Method : Random Sampling Method 20
  • DATA ANALYSIS 21
  • Question No. 1Do you Visit mall?Do you visit Yes NoNo. of Respondents (%) 100% 0%No. of Respondents (in 50 0no.) 22
  • Do you visit 120% 100% 80% 60% No. of Respondents (%) 40% 20% 0% Yes NoInterpretation  All the candidates interviewed visited mall.Question No. 2With whom you prefer to visit mall?Prefer to visit Friend Spouse Colleagues AlonemallsNo. of 60% 20% 4% 16%Respondents(%) 23
  • No. of 30 10 2 8Respondents(in no.) Prefer to visit malls 16% 4% Friend Spouse Colleagues 20% 60% AloneInterpretation Out of 50 respondents:-  60% preferred to visit malls with Friends.  20% preferred to visit malls with their spouse.Question No. 3 How much time you spend in a mall?Time spent on Hour 1-2 hrs More than 3 visiting hours mallsNo. of 20% 50% 30%Respondents (%)No. of 10 25 15 24
  • Respondents (inno.) Time spent on visiting malls 20% 30% Hour 1-2 hrs More than 3 hours 50% Interpretation  Out of 50 respondents 25 respondents spend approx.1-2 hrs in a mall.  Out of 50 respondents 15 respondents spend approx.more than 3 hrs in mall.  Out of 50 respondents 10 respondents spend approx. less than 1hrs. In mall.Question No. 4Does the person with whom you visit mall influence you?Person who influence Yes NoNo. of Respondents (%) 40% 60%No. of Respondents (in 20 30no.) 25
  • Person who influence 70% 60% 60% 50% 40% 40% No. of Respondents (%) 30% 20% 10% 0% Yes NoInterpretationHumans are social being, different person has different perception and attitude, sothey purchase according to their own need like.Question No. 5Do you visit the mall, by advertising influence?Advertisement Yes No Sometime Can’t sayinfluence yesNo. of 40% 24% 16% 20%Respondents(%)No. of 20 12 8 10Respondents 26
  • (in no.) Advertisement influence 20% 40% Yes No Sometome yes 16% Can’t say 24%Interpretation Out 50 respondents:-  20 respondents responded that they come to know things through advertisement.  12 respondents responded that they are not affected by advertisement.  08 respondents responded that sometime yes and sometime they don’t know.Question No. 6Why do you choose mall for shopping?Choosing Less Economical Brands Variety Quality All Convenientmalls for time undershopping one roofNo. of 14% 24% 26% 8% 14% 6% 8%Respondents(%) 27
  • No. of 7 12 13 4 7 3 4Respondents(in no.) Choosing malls for shopping Less time Economical Brands Variety Quality All under one roof ConvenienInterpretation7 respondents said less time, 12 respondents said its economical, 13 respondentssaid they get brands.Question No. 7 28
  • Do you go for unplanned (spot Purchases) shopping / Purchases?Unplanned Yes No Can’t saypurchases or spotpurchasesNo. of 54% 32% 14%Respondents (%)No. of 27 16 7Respondents (innumbers) Unplanned purchases or spot purchases 14% Yes No 54% Can’t say 32%Interpretation 29
  • Out of 50 respondents  54% respondents made unplanned purchases.  32% respondents said they don’t make unplanned purchases.  14% respondents said that they were not sureQuestion No. 8Which of the following media you find the ads of any shopping mall?Mode of Newspaper T.V Radio Hoardings OthersadvertisementNo. of 30% 50% 10% 8% 2%Respondents(%)No. of 15 25 5 4 1Respondents(in numbers) Mode of advertisement 8% 2% 10% 30% Newspaper T.V Radio Hoardings Others 50%Interpretation 30
  • Out of 50 respondents  30% respondents get aware through Newspaper.  25% respondents get aware of the ads through T.V.  10% respondents get aware through Radio channels.  8% respondents get aware through hoardings. FINDINGS AND OBSERVATIONS 1. Almost every person contacted or interviewed said that he/she has visited malls. Maximum number of respondents said they are aware of malls. 2. From analysis we found out that most of the people were affected and attracted with offers and schemes. 3. It has been found out that most of the people in Pune city visit malls for refreshment and enjoy. 4. Consumers choose malls to stop because they all want variety and brands and shopping at malls according to the consumers is economic as compared to shopping at other places. 5. Most of the people who were interviewed by me responded that brand loyal and most of them stack to the brand they like. 31
  • 6. Advertising plays a very crucial part in the consumer decision making process.7. Most of the respondents take on the spot decision of buying different products because of the various attractive product displays and pretty combination which the store tries on the mannequins is mostly dependent by the customers, show that most of the consumers are attracted towards different fancy displays.8. For most of the respondents quality plays a very important role because most of the respondents said that they want quality products’ and that’s also one reason for most of the respondents sticking to particular brands.9. We can also say that location, variety convenience and economical products are not the only things which attract the customer but there are some other factors which play a major role in attracting the customers as mentioned. 32
  • LIMITATIONSTime constraintThe allotted time to conduct the survey was 15 days. Therefore it became a bitdifficult to cover the entire city of Pune. However, the key areas were aptlycovered.Availability of data:Most of the restaurants and eating joints were not in favor of us conducting thesurvey inside their premises as it would disturb their customers. ‘Non-willingnessof the respondents to answer the questionnaire was also a hurdle.Reliability of data:-Reliability of data always remains a prime concern when humans are surveyed.Mon-interest, poor understanding, unclear questions, inability to think instantlyand customer biases creeps in apprehensiveness in the minds of the researcherwhile tabulating and analyzing the data. 33
  • CONCLUSIONConsumer’s behavior is often studied because certain decisions are significantlyaffected by their behavior or expected actions. For this reason consumer behavioris said to be applied discipline. 1. In a general sense, the most important reason for studying consumer behavior is the significant role it plays in our lives. Much of our time is spent directly in the market place, eating or engaging in other activities. A large amount of additional time is spent thinking about products and services, talking to friends about them, and seeing or hearing advertisements about them. In addition, the goods people eat and the manner in which they use them significantly influence how they live their daily lives. These general concerns alone are enough to justify our study of consumer behavior. However, many seek to understand the behavior of consumers for what are thought to be more immediate and tangible reasons. 2. The main reason behind this project was to find out the behavior of the consumer buying behavior while shopping at mall because most of the population surveyed preferred to shop at malls and how day by day the consumers demands are increasing and through this project I came to know that what are the various behavior of a typical customer who shops at mall. 34
  • RECOMMENDATIONSCustomers are becoming price conscious they are having many optionsin the market considering the consumer buying behavior the malls andother shopping centers should take certain definite steps like retainingcustomers by giving those schemes discounts and better service.The trend today has been to combine shopping with various offerings forex… in a mall apart from shopping a customer enjoys food courts andmany others services which today’s modem malls provide.Shopping has made people spend not just on their requirements of goodsto be bought but to look on the totality of the experience have a quickbite at Mc Donald’s in the mall are let the kids play fun games while oneis busy shopping or even taking the family out to movie and having adinner “ALL UNDER ONE ROOF”The benefits of this totality offering are that many vendors get to havepeople patronized their offerings while the shopping experience i.e.’being enhanced more business is got by the stores at the venue. 35
  • Shopping is no longer a onetime agenda for people. Various options areopening up.During the analysis it was found that customers become loyal to fewmalls and department stores and visit them often as compared to other.Although it was found all of them keep approximately same kinds ofbrands and products and the same pleasing environment. All this in mindwe need to differentiate our mall from others in the city to build up ourown set of customers. It was found that the major problem faced by thecustomers is the crowed at the cash counter. The life of today’sgeneration has become very fast. They don’t want to wait in a queue fora longer period. Thus we must provide more cash counters in our mall.One advantage is that there is only one mall in the city that is magnummall others are the department stores. So enhance it and make it better tomake it different i.e. by having special attraction like body spa, Gym inthe mall. There should be a provision for ATMs in the mall too. 36
  • Annexure “Questionnaire on Consumer shopping behavior in BIG BAZAAR” Hi..!! Please spare some time to fill in this survey. The survey is voluntary and will help us to gather more information to make our project.1. Do you visit mall? a. Yes b. No2. With whom you prefer to visit malls? a. Friends b. spouse c. Colleague d. Alone3. How much time do you usually spend in a mall? a. Hour b. 1-2 hours c. More than 3 hours4. Does the person with whom you visit mall influence you? a. Yes b. No5. Do you visit the mall, by advertisement influence? a. Yes b. No c. Sometimes yes d. Can’t say6. Why do you choose mall for shopping? a. Less time b. Economic c. Brands d. Variety 37
  • e. Quality f. All under one g. Convenience7. Which of the following media you find the ads of any shopping mall? a. News b. T.V. c. Radio d. Hoardings8. How frequently do you visit mall? a. Weekly b. Monthly c. Occasionally9. Do you stick to a particular brand? a. Yes b. No c. Can’t say10. Why you opt for a particular mall? a. Quality b. Services c. Brand name d. word of mouth11. Do you go for unplanned (spot) shopping / purchases? a. Yes b. No c. Can’t say12.What are the things you would like to list under planned purchases? a. Apparels b. Food products c. Appliances d. Jewwellary e. Cosmetics f. Health & oral care g. Utensils h. Grocery i. Toy & Gifts13. Feed back / Suggestions:- …………………………………………………………………….. 38
  • ……………………………………………………………………..……………………………………………………………………..Name……………………………………………………………..Occupation………………………………………………………. Thanking you Bibliography 39
  • Books and magazines: • Consumer Behavior - Fourth edition by David L. London & Albert J. Delia Bitta. • Research methodology (Methods & Technology)Revised Second edition by C.R.KothariThrough net surfing: • www.google.com • www.wikipedia.com • www.answers.com 40