mall study

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  • People feel a kind of security that if we are
  • mall study

    1. 1. Shopping Malls and Consumerism Akash Chouksey Jagriti Sahu Manjot Singh Vinita Kumari Fer Rix
    2. 2.  Capitalistic System  Purpose of Consumption: Basic needs (Food, Clothes etc) Consuming for the will of consumption (Luxuries) Different Ways of Consumption Social Distinction
    3. 3.  Impact on Consumerism Patterns of Indian Society through globalization: -> Media (Television, Internet) -> Availability of Goods -> New ways of Consumption (Consuming Experience)
    4. 4.  Temple of Consumerism (allocation of goods)  “Modern” way of Consumption (Western)  Consuming for the will of consumption  Social distinction  Luxuries/ Shopping Experience
    5. 5.  Shopping : o Comfort , luxury , satisfaction and happy shopping experience o All under one place o Choice of quality and quantity o Established and wannable brands available  Entertainment  Eating and Hanging out with friends  Exploration  Socialization  Escape / relaxation
    6. 6. Shopping criteria of a particular customer depends on following elements:  Age category  Gender  Economic status  Societal Influence
    7. 7.  Activities like food festivals , handicraft exhibitions and celebrity visits  Shopping cards – special privileges  Ambience management – includes parks , fountains , decoration (specially during festivals or events)  Goods for different buying habits
    8. 8.  Limited to metro cities  Lose of personal touch with shop owners  Unplanned Expenditure – customer see more they ask for more  Prices – feeling that the prices are highly inflatedlimited bargain  Time Convenience – schedule every visit –consumes time
    9. 9. Brand experiences and perceptions are developed over time through a variety of sources, including  Previous experience with the brand • Interactions with sales, customer service, and other employees • Recommendations from friends and colleagues • Reviews by reputable sources • Advertising :
    10. 10. Shopping Malls  Parking facility is much better.  No bargaining  Highly priced  Better ambience  Categorization of shops  High quality products  Better social and friendly environment Local Markets  Poor parking facility  Good bargain  Reasonable price  Crowded  No categorization  Low quality  Only shopping can be done
    11. 11. Most of the people who visit mall are upper middle class and high class Below 2,00,000 2,00,000-5,00,000 5,00,000-8,00,000 Above 8,00,000
    12. 12. Monthly expenditure in mall? Below 2000 2000-5000 5000-10000 Above 10000
    13. 13. Mostly respondents go for shopping purposes in shopping malls. 38% respondents go for having a fun in shopping malls. Window Shopping is also one big factor of attraction towards shopping malls. Shopping Window Shopping Entertainment
    14. 14. Mostly respondents used to go fortnightly to shopping malls. 30% respondents used to go weekly for various purposes to shopping malls. Only 10% people go daily at shopping malls. Daily Weekly Fortnight Monthly
    15. 15. According to respondents all less than one room concept was the main motivator factor behind the success of shopping mall. Second preference choice was availability of branded Item. 35 30 25 Affordability 20 Branded Item 15 Trend and Fashion 10 All under one room 5 0 1st pref 2ed 3rd 4th
    16. 16. Weekend Rush was the main problem for a normal customer. 16% respondents were not happy with the Parking Facility at Shopping malls. Expensive Parking Facility Weekend Rush other
    17. 17. Customer said that when they think about Shopping Mall they think about price. Out of 30 customer 20 customer have told this while 10 customers said that they think about quality. Quality Price
    18. 18. What kind of items you like to buy from mall? Grocery Clothes Gadgets Daily product
    19. 19. Shopping Malls are mostly visited by age group of 20-30 followed by 30-40 age Groups. The reason being college students and families. 16-20 20-30 30-40 40-50 50 & over
    20. 20. Mostly customers prefer SHOW ROOMS AND SHOPPING MALLS for purchasing. Local Markets are mostly used for shopping that includes MOM & DAD’s shop. Kirana Store Local Market Shopping mall Show Rooms
    21. 21. Comparative Study • • • • DLF AMBIENCE BRANDS COVERED— LEVIS’ AND PANTALOONS (Rs.2500) MULTIPLE PURPOSES OF VISIT—HAS GAMING ZONE, FOODCOURT. WINDOW SHOPPING VERY COMMON—ABOUT 70 % CUSTOMERS. DLF EMPORIO • DIOR AND BURBERRY ($500) • PURPOSE OF VISIT MAINLY SHOPPING LUXURY GOODS, DINING—DOESN’T HV A FOOD COURT INSTEAD HAS PROPER DINE-IN RESTAURANTS.
    22. 22. Other parameters for comparison • English-speaking as a must for employees—to cater to foreign customers • Foot fall more in ambience. • Assisted shopping provided in most of the shops in Emporio. • Emporio more exclusive to upper classes whereas Ambience is more accessible to the middle classes.
    23. 23. Conclusion • comparative study of consumers buying behaviour in retail mall—important factor for marketing of goods. • Suggests how individual, groups and organization select, buy, use and dispose of goods, services, ideas or experience to satisfy there needs and wants. It also clues for improving or introducing products or services, setting price, devising channels etc. • Helped realize the class difference through the comparative study.
    24. 24. THANK YOU!

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