the distribution of products based on community and logic of selling and pricing.based on consumer behaviour #multan #kkmartmultan #ChaseUpMultan #Metromallmultan #project #consumerbehaviour

1. PROJECT REPORT
On Visit TO CHASE UP , METRO MALL , KK MART
MULTAN
INSTITUTE OF BANKING AND FINANCE
BAHAUDDIN ZIKRIYA UNIVERSITY
MULTAN

2. COURSE TITLE: CONSUMER BEHAVIOUR
SUBMITTED TO:
MAM ALINA GARDEZI
SUBMITTED BY:
MUHAMMAD SOHAIL AKRAM BBFM-18-12
FAISAL NAZEER BBFM-18-41
RASHID HUSSAIN BBFM-18-54
KOUSAR ULLAH BBFM-18-67
JAMIL AFRIDI BBFM-18-70
BBA HON. BANKING AND FIANANCE 5TH
SEMESTER ( MORNING)
______________________________________

3. Consumer Behaviour Project:
Course Instructor: Mam Alina Gardezi
 Project Outline (Visit To Chase Up , Metro Mall ,KK MART Mall
MULTAN )
 Team Introduction
 Acknowledgement
 Table of Contents
 Introduction to Malls Situated In Multan ( Chase up , Metro Mall , KK MART)
 Defined Mission and Values
 Value In Multan and Its Huge Market
 Capture of customers
 Consumer Perception
 Consumer Learning
 Consumer Motivation
 Marketing Mix ( 4p’s)
 Segmentation
 Geographical
 Demo Graphics
 Psycho Graphic
 Behavioral Segmentation
 Targeting and positioning (STP)
 Advertisement and Social Influence
 Family Association and Relationship
 Personality and Attitude Association
 Change Procedures and Adapting New Era with Time
 Customer, Consumers and Management Relations
 Corporate social responsibilities
 Factors Effecting Consumer Behaviour
 Future Plans and Strategies
 Conclusion and Recommendation Reference Group and Visiting Snaps

4. Acknowledgement
In the name of Allah the most beneficent and Merciful, who made me able to
accomplish my report and without whose help, I am unable to achieve objective in my
life. First of all I am thankful to my family who support me in my study and I am also
thankful to honorable instructor Mam Alina Gardezi..
Institute of Banking & Finance, Bahauddin Zakariya University Multan who gave me
the opportunity to start my project in these malls of Multan. to improve my practical
skill which will be helpful in my future carrier.honestly,it is honour for all of us to be
students of her. She is well educated and belongs to our field of business.she gave us
courage to make good and rational decisions in terms of our future career. Thank you so
much Mam for always being there where we needed you.
I am also thankful MR> QASIM WHO IS SALES MANAGER IN CHASE UP.
And manager in KK MART MULTAN MR> WAQAS MALIK SB AND MANAGER
IN METRO MULTAN JAWAD MANSOOR.
who gave me and also provide me the opportunity to learn more and more and to
improve
my practical experience which will be helpful in my future carrier.
I am very thankful to my all group member who cooperate, work and help me
information of this report.
__________________________________________

5. Executive Summary
Being the student of business administration, to improve our management ,
interpersonal and technical skills,we are asked to visit any model huge Malls in Multan
to check their working system.
Mam Alina gardezi is our instructor of this course.she is an admirer of practical field
work.so, she gave us such opportunity to visit following malls in Multan.
Chase Up Mall :
Chase up has started its operations in 20 June, 2014 in Multan.
Its core product line consists of garments for men and women of all age
groups, footwear, health & beauty products, grocery, fabric for ladies,
kitchenware and house ware products and undergarments for men and
women.
Chase Up has always focused on maximizing customer convenience;
Chase Up plans to open more stores in Multan and throughout the country
in order to touch more and more customers.
Metro Mall:
METRO opened its first cash & carry wholesale center in Pakistan in 2007 &
expanded to 5 wholesale centers in a short span of 18 months. In July 2012 METRO
and Makro-Habib combined their wholesale business in Pakistan marking the
beginning of a long-term partnership to the mutual benefit of both companies. The
merger allowed METRO and Makro-Habib to combine resources and gain the
financial strength to lead and grow in a challenging environment and to gain synergies
targeted to generate value for our customers and suppliers alike. Today the company
is operating 10 wholesale centers in Lahore, Karachi, Islamabad & Faisalabad and
new store In Multan.
The company has a simple and efficient business concept, which is defined through its
customer base: we cater to Business Customers and End Consumers. They welcome
both families and business owners to our stores everyday and serve them with all our
expertise.
KK MART MULTAN:
Bosan rd, North Gulgasht Colony, Multan, Punjab, 60000 Multan.it was opened
on 20 May 2020 on this location in form of second outlet of KK Mart.
Imported Items on Whole Sale Price ! it offer mainly imported items on whole sale
price. they are planning to facilitate our online customers via Facebook and
commercial website.
______________________________________

6.  Projectwork:
In order to complete our project work,we decided to visit following Malls of Multan
on Saturday.firs,we went to Chase Up located at chungi No. 6.we were there to gain
knowledge according to our subject Consumer Behaviour.How the psyche of the
customer is understood and strategies are forwarded.
 Introduction To Chase Up Multan:
Chase up has started its operations in 20 June, 2014 in Multan.
Its core product line consists of garments for men and women of all age groups, footwear,
health & beauty products, grocery, fabric for ladies,kitchenware and house ware products
and undergarments for men and women.
Year of establishment: 20 June, 2014 Founder
name: M.Bashir Director names: M.Bashir, Salman Bashir, Jawad Bashir
 SCOPE OF ORGANIZATION:
Chase up order goods in foreign and a few local companies are actively
engaged in chain stores in the country.
• Chase up economic growth, leading supermarket chains – that mainly
consider to middle and upper income classes.
• Customers can even remove the items from website that were selected
earlier before they place the final order.
 CHASE UP VISION:
Our vision is to lead and become the pioneer of retail business in Pakistan
and also provide their customers good quality products with low price. We
aim to do this by continuous innovation and improvement in the quality of
the product we carry, our business systems and process.
 Mission Statement:
Our mission is to continuously develop and enrich the lives of our customers
by providing them One-Stop shopping solutions on a daily basis. The core
vision is to provide and enhance value for money in each and every product
we carry.
Value In Multan and Its Huge Market:
This market of Multan has its own worth.it is identified as low price with best
material provided in form of products.it is also become myth about chase up Multan
that it has eroded other local market sales business with its trust and quality product.
ORGANIZATION PRODUCT Line:
Following are the products available at Mall
.Grocery
• Cosmetics
• Crockery
• Shoes
• Garments
• Jewelry
• Watches
• Fabric
• Leather product
 Capture Of Customers:
A retail store, which generally sells food products and household items, properly
placed and arranged in specific departments. It is an advanced form of the small

7. grocery stores and caters to the household needs of the consumer. It serves as a
one-stop shopping destination for customers to buy merchandise like bakery products,
cereals, meat, fish, medicines, bread, vegetables, fruits, soft drinks, frozen food and
canned food/juices.
So, when its comes to the customers attracted by the Mall,it can give you anything
necessary for life under a single plate form.middle class is mostly attracted by the
Mall.but it is fact about Chase Up Mall is the peeps belonging to every field come
here.students of all universities located in Multan come here.I have seen land cruisers
parked around Mall.
People belonging to any level of income try to come here to satisfy their needs of
life.Mall has earned a great name in every looking Eye.
 Consumer Perception:
It encompasses the way consumers select, organize and interpret both information and
stimuli related to a brand, its products and services, which, in turn, determines what
they think and how they feel about them.
In order to understand Consumer Perception of chase up ,We met many customers in
the Mall and asked for their reviews.
 To investigate whether the customers have overall positive experience.
It was found that the mean response was very good regarding the overall experience.
The value was found significant at 88% significance level. So it is concluded that
customers have overall positive buying experience.
 To investigate whether the customers have positive experience at arrival.
It was found that the mean response was good regarding the experience at arrival. The
value was found significant at 65% significance level. So it is concluded that
customers have positive experience at arrival.
 To investigate whether the customers have positive experience during
shopping.
It was found that the mean response was Very Good regarding the experience during
shopping. The value was found significant at 80% significance level so it is concluded
that customers have positive experience during shopping.
 To investigate whether the customers have positive post-buying experience.
It was found that the mean response was good regarding the post buying experience.
The value was found significant at 70% significance level so it is concluded that
customers have positive post buying experience.
 Consumer Learning :
is the process by which individuals acquire the purchase and consumption knowledge
and experience they apply to future related behaviour.
 To investigate whether the customers buying experience differ across other
stores of Multan
The questions regarding the group comparison for the given constructs were found to
bet significant. It shows that the outlets of Chase Up do differ on the basis of
customers’ perception regarding the shopping experience.
 To investigate whether respondents have intention to revisit Chase Up.
In reply to query about the revisit intention mean response was not bad The value was
found significant at 60% significance level so it is concluded that most of customers
have intention to revisit Chase Up.
 Consumer Motivation:
is an internal state that drives people to identify and buy products or services that
fulfill conscious and unconscious needs or desires.
The Chase up put Forward following motivating steps:

8.  To enhance their status.
 To make a dream come true. …
 To make amends. ...
 To be defiant. ...
 To feel good. ...
 To feel safe. ...
 To forget our problems. …
 To make a statement.
 To feel we’re somebody.
 To reward ourselves.
 Segmentation, Targeting and Positioning (STP)Model:
 Market Segmentation:
Market segmentation is the process of dividing prospective consumers into different
groups depending on factors like demographics, behavior and various characteristics.
Market segmentation helps Chase up better understand and market to specific
groups of consumers that have similar interests, needs and habits.
 Behavioralsegmentation:
All the products which are presented in the chase up are sold on the name of Chase
Up itself. If we talk of the brands in Mall, there are no brands, the Chase up present
Brand itself and attract the customers on occasion, engagements and life cycle.
 Demographic:One of the major ways to segment the market is by
demographics. Chase Up often segment consumers into groups based on similar
age, gender, family size, religion, nationality, income and education level. These
are often helpful ways for businesses to better assess what might interest their
prospective consumers and better target them based on more narrowed needs. For
Example like students,females and elders went together to buy different products
like tie, dry fruits and Crockery.
Psycho graphic:
 With psycho graphic segmentation, Chase Up examine consumer's lifestyles,
personality, interests, opinions, social class, habits and activities to better
ascertain their needs. For example, a consumer who is very active with
activities like cooking would more likely be interested in pots, meat and
vegetables and cooking materials will have under the single roof.
 Geo Graphic:Geographic information about consumers can be very helpful
(and even essential) to marketing to the right groups. Geographic market
segmenting takes into account what country, region, city or area a potential
consumer resides in. However, Chase Up encompass the density of a city,
population, climate and language to help further group consumers.so the products
are designed according to culture of old and latest groups.
 Targetting:
It takes a lot of work to successfully target a segment of your audience. Whether
you’ve identified two segments or ten, don’t feel the need to target more than one
segment at once. The PESTLE analysis will help better to understand the target
set of society by Chase Up.

9.  PEST ANALYSIS
P (Political) E (Economical) S (Socio- cultural) T (Technological)
1. Political ideologies Economic condition Obeys and fulfil social and
cultural norms and value Fails to access the newest technology
2. Government term and change Economic system - Sufficient level of
technology
3. Wars and conflicts Price fluctuation - Good internet infrastructure
4. Environmental issues Globalization
 Positioning:
At this point, you should understand the demographics, psycho graphics, motivations,
and pain points of the segment(s) you’ve chosen to target, which can provide a place
to start when it comes to positioning your product or service.
First, take a step back and examine your product or service through the perspective of
your chosen segment. If you were in their shoes, why would you choose your product
over a competitor’s? What features or benefits are most relevant to you, based on the
motivations and pain points you’ve identified?
This information is important to defining your brand positioning and understanding
how it stacks up next to your competitors. One way to understand where you, well,
stand is by building a positioning map, which is “the visual plotting of specific brands
against axes, where each axis represents an attribute that is known to drive brand
selection.”
 Marketing Mix:
the way in which you take a new product or service to market. It helps you to define
your marketing options in terms of price, product, promotion, and place so that your
offering meets a specific customer need or demand.
 Product/Service:
The products are available according to needs of customers.What needs does it
satisfy.the products are displayed on following basis,
 What features does it have to meet these needs?
 Are there any features you've missed out?
 Are you including costly features that the customer won't actually use?
 How and where will the customer use it?
 What does it look like? How will customers experience it?
 How is it branded?
 How is it differentiated versus your competitors

10.  Place:
the chase up is located on the chungi no. 06 near the metro station.it is easily
accessible by the residents living around 10 km living around the mall in all
Directions.If you are looking in a store, what kind? A specialist boutique or in a
supermarket, or both? Or online? Or direct, via a catalog,you can visit Chase Up.
 Pricing:
Following pricing strategies are applied in the Chase Up,
Psychological pricing:Pricing designed to have a positive psychological impact. For
example, selling a product at $3.95 or $3.99, rather than $4.00. There are certain price
points where people are willing to buy a product. If the price of a product is $100 and the
company prices it as $99, then it is called psychological pricing.
Penetrationpricing:
Penetration pricing includes setting the price low with the goals of attracting
customers and gaining market share. The price will be raised later once this market
share is gained.
Predatory pricing:
Predatory pricing, also known as aggressive pricing (also known as "undercutting"),
intended to drive out competitors from a market. It is illegal in some countries.
Premium decoy pricing:
Method of pricing where an organization artificially sets one product price high, in
order to boost sales of a lower priced product.
Promotion:
Marketing of our company through cable T.V, F.M, Bill boards. The company uses the
differentiation strategy or price leadership.
• Growth strategy also uses by chase up, in which company provide variety of products
to their customer’s e.g. grocery products also available in this store.
• Chase up use the democratic management style, in which all employees of chase up are
participate in decision making not only managers take decisions.
All the employs wear a specific uniform.
 Consumers and ManagementRelations:
Using a CRM system can give you a clear overview of your customers. You can see
everything in one place — a simple, customisable dashboard that can tell you a
customer's previous history with you, the status of their orders, any outstanding
customer service issues, and more.
Chase Up has established a complain cell and managers are always there to help you
and try to response in form of quick action.
It is ordered to every employ to be sincere and lovely to every customer.in form of
any discrimination,the employ may lose their job after a explanatory session by the
higher authorities.
Standing at any corner in the Chase up ,employ will guide you and will behave in a
good manner.
 Corporate SocialResponsibility:
According to medical experts blood’s circulation life in human body is 120days.Blood
donation issadqa e jaria as it saves lives.As a Corporate Social Responsibility(CSR)
initiative,Chase Up HR department collaborated with Indus Hospital to hold a blood

11. donation camp. More than 50 staff members made blood donations because it is our
collective belief that saving one human life is like saving entire humanity.Donating
blood is also a national duty as Pakistan has often suffered accidents, natural and
other disasters.
This blood donating exercise was a completely safe procedure because donors’ blood
was tested for Hepatitis B and C, Malaria and Syphilis, but donors were also given
information on these along with their hemoglobin and blood group. Donors were
provided a certificate and blood test report by Indus Hospital.
 Factors Affecting Consumer Behaviour:
Following factors affect the consumer behaviour in the area.
 Psychological (motivation, perception, learning, beliefs and attitudes)
 Personal (age and life-cycle stage, occupation, economic circumstances,
lifestyle, personality and self concept)
 Social (reference groups, family, roles and status)
 Cultural (culture, subculture, social class system).
 SWOT ANALYSIS:
S (Strengths) W (Weaknesses) O (Opportunities) T (Threats)
1. Good infrastructure Lack of support from government. Faster market
growth than before. Changes in government policies
2. Flexible and responsive to sales Only one branch in city Multan Local
events New competitors
3. Security Absence of Electric equipment. Provide a bonus Changing
market taste
4. Provide discount card - Provide discount cards Social trend
5. Available all sorts of goods - Variety of product
 Future Business Plans:
Chase up business plan provides good quality products with low price for
gaining the competitive edge in the market.
•. Our organization planning is to open new branches of chase up in Multan,
Lahore, and Faisalabad. Within 18 month new branch opened in Multan. •Our
business planning is to open the new branch after 1 year in different cities of
Pakistan.

12. Metro Mall MULTAN
METRO opened its first cash & carry wholesale center in Pakistan in 2007 &
expanded to 5 wholesale centers in a short span of 18 months. In July 2012 METRO
and Makro-Habib combined their wholesale business in Pakistan marking the
beginning of a long-term partnership to the mutual benefit of both companies.
To make it further malls in other cities of Pakistan,it was decided to open in Multan
for more benefits to the residents of Multan.
The company operates more than 750 stores in 25 countries in Europe, Asia and
Africa and has a workforce of over 107,000 employees. Sales in 2016/17 were
approximately 37 billion Euro.
Address:Multan Store
Main Bosun Road at Masood METRO Mall, Opposite BZU60000 Multan
Jawad Mansoor - Store Manager
 Mission and values:The company has a simple and efficient business concept,
which is defined through its customer base: we cater to Business Customers and
End Consumers. We welcome both families and business owners to our stores
everyday and serve them with all our expertise.
 Vision:METRO serves as a catalyst for growth by implementing a modern trade
infrastructure along the entire value chain: We offer local businesses like small
retailers and restaurants a reliable supply source of up to 90 % locally procured
goods as well as services to increase their competitiveness.
 Family special:METRO Multan is the preferred shopping destination for
Grocery, Crockery, Toys and Kids items and many more ensuring the availability
of all national and private brands under one roof. In order to facilitate the families
and individuals Metro serves with
 Safe, consumer friendly and pollution free environment
 Free huge parking facility
 Complete solution under one roof
 Fresh and hygienic perishable products

13.  Strict adherence to Quality Control
 And a passion to satisfy the consumers to the fullest.
Products :following are the multi products offered by Metro Multan.
 Full Variety of Electronics
 Carpets
 Tread Mills (bikes and sooty)
 Fresh and bottle juices
 Chips and snacks
 Every variety of Rice
 Bakery and Dairy products
 Meat and fish with frozen and fresh items
 Pulses and spices
 Nimko
 Dry fruits
 Crockery
 Pillows,cushions and curtains
 Kids collection
 Ladies and gents garments
 Cosmetics
 Shoes
 Bath Accessories
 Kitchen Accessories
 Dinner sets and steel pots
 Tray and wooden items
 Grocery
 Fruits and Vegetables
 Stationary
 Mobiles brands
 Tc l sum sung and other branded companies products.
And so many other subjects available on fair prices
 Capture of Customers:
Metro Multan is basically located on the other side near the BZU .this side of Multan
holds DHA, many cinemas and beautiful societies and colonies with ISP Multan. Many

14. people are trying to transfer on this peaceful side of Multan.according to product
strategy,even a million are can come for shopping as local,branded and home made
products are offered.In-fact it is attracting Middle Class to top Class People.
 Consumer Perception:
In order to understand the perception of customers about Metro Mall Multan, we made
a social media survey and asked from people standing after shopping in the parking.
We visited official pages of metro Multan on FB,INSTA and vlogs on UTUBE and
checked comments and likes and dislikes.
 We found the best comments about the atmosphere of mall.
 People were very excited to make a visit again.
 Many people were admiring the staff behaviour.
 It was very nice response by customers even in pandemic situation.
 Consumer Learning:
There is a customer service Desk where there are more members are always there to
help and gain the feed back of the customers.
When we interviewed the members there,they told about the customers that the mostly
strength is well educated and they know how to response.customers complains here in
desk directly. We provide them best counseling and juices are offered to our loyal
customers.
They are having positive response about the local products are offered on less prices.
 Consumer Motivation:
Following steps are taken by authorities for customer Satisfaction.
 Best parking for vehicles . not such a parking is offered in other malls in Multan.
 There is single floor building.we can take our whole family there.our grand parents
and elders will enjoy having visit there.
 The fresh juices and snacks can give a refreshment during shopping.
 Even a niddle to tire changing of our vehicle is available there.
 Counselors are there to advise you according to your limit and behaviour.
 Peaceful music to the ears of modern generation.
 The guards and security is maintained by cameras.
 Everyone is checked while coming to outside, no case of pick pockets due to super
HD camera system.
 Segmentation, Targeting and Positioning (STP)Model:
 MarketSegmentation:
The paper aims to determine the attractiveness factors of Metro shopping malls from
the shoppers' perspective and then to segment shoppers according to these
attractiveness factors.

15.  Demo graphic Segmentation:
Mall attributes studies have focused on factors such as mall essentials, security,
mall/store quality, diversity, merchandise variety, luxury, atmospherics, entertainment,
brand name merchandise, comfort, and convenience.
However, the differences in gender, age, status, education, and income vary.
 Behavioral Segmentation:
Every people on this earth has different taste and liking and disliking. So, the local,
home made and imported brand products are available for the customers.I really like
this form of arranging products as different prices are there and which product you like
according to your liking and disliking , you can buy and satisfy your needs.
 Psychological Segmentation:
The huge business and malls always play with the minds of their customer. The
products on following basis categorized,
Personality: Market researchers can conduct a segmentation based on personality to
form a group of people with similar personality traits. New products/services can be
launched to cater to various personalities and new features also can be developed for
the analyzed personalities. A few defined personalities are: creative, emotional,
friendly, opinionated, introvert, extrovert, etc. help organizations to filter their
customers in a systematic manner.
Lifestyle: Various resources have to be invested if multiple products are to be created
for multiple markets. But, product resources can be saved if segmentation is done on
the basis of lifestyle, product development can be made more credible.
Social status: In most cases, the social status of people primarily decides the products
they use and their preferences (in general). Each social class has their choice of
clothes, shoes, food, cars, electronics etc.
Activities, interests, and opinions: This psycho graphic segmentation is based on
what activities are the customers inclined towards, which topics are they
enthusiastically interested in or what are their opinions about specific matters.
Attitudes: An individual’s attitude is molded by the way he/she was raised and their
cultural background. Each prospective customer will have a different attitude which
can be a variable for psycho graphic segmentation.
 Geo Graphic:Metro Authorities encompass the density of a city, population,
climate and language to help further group consumers.so the products are
designed according to culture of old and latest groups.
 Marketing Mix ( 4p’s):
Following are the 4ps which are easily adapted by the Metro Mall Multan.

16.  Place:
Multan Store Main Bosun Road at Masood METRO Mall, Opposite
BZU Multan .it is good location.
Metro Multan is basically located on the other side near the BZU .this side of Multan
holds DHA, many cinemas and beautiful societies and colonies with ISP Multan. Many
people are trying to transfer on this peaceful side of Multan.according to product
strategy,even a million are can come for shopping as local,branded and home made
products are offered.In-fact it is attracting Middle Class to top Class People.
 Promotion:
In order t promote and marketing of outlet in Multan,following Tools were used.
Use of bill boards on roads,crowded places and roads, buildings
Small posters on every corner and turns in the city.
Through the moving container with loud Speakers.
 Products:
The products are classified according to daily needs and culture of the living people in
Multan. The list is mentioned above.
 Price:the authority used best technique in pricing.they made a survey in the
whole city even at low shops in the city.they visited other Malls, they gave a
discount in the beginning and adjusted the prices below the other Malls.
 Managementand its relationwith Customers:
Metro Mall base their operations on meeting the needs of customers. Hence, they
need employees who continually stay attuned to customers' changing tastes. For
example, marketing experts conduct research to determine customers' needs, such as
the features, styles, flavors, fragrances or sizes they desire. Database managers keep
track of customer purchases so they can continue offering products customers
want.Good employees do build customer relationships. Because customers are the
most important assets of a company.so,every employ reacts lovely to the customers
and such activities are always appreciated.
 Corporate socialresponsibilities:
METRO SUSTAINABLE is the driver of our actions which support customer
sustainability on a strategic level. , we created the concept of "My sustainable
Restaurant",it means that we will provide the whole sale products to the customers
who owns their own business at small level to grow the national economy.customer
will come to us and register themselves.
 Future Plans and Strategies:
Our main goals for metro Multan Mall are following,
 Customer success
 Power of relationships

17.  Sustainable business
 Entrepreneurship
 Leadership by example
KK MART OF MULTAN:
Bosan rd, North Gulgasht Colony, Multan, Punjab, 60000 Multan.it was opened
on 20 May 2020 on this location in form of second outlet of KK Mart.
Imported Items on Whole Sale Price ! it offer mainly imported items on whole sale
price. they are planning to facilitate our online customers via Facebook and
commercial website.
Branch Manager: Waqas Malik
 KK MARET VISION:
Our vision is to lead and become the pioneer of retail business in Pakistan and also provide
their customers good quality products with low price. We
aim to do this by continuous innovation and improvement in the quality of
the product we carry, our business systems and process.
 Mission :
Our mission is to continuously develop and enrich the lives of our customers by
providing them One-Stop shopping solutions on a daily basis. The core
vision is to provide and enhance value for money in each and every product
 we carry.Capture of customers:
if we come towards the KK mart and its location,it was very risky for authority as one
side Has con dis Mall and other side has Chase up mall and it is the area of the
surrounded market with heavy local products and Brands Road.people know about its
name as this mall has another outlet at Hussain a gahi in Multan.
It is also capturing the customers of whole residential areas of Multan.
 Products:
Following are the products available at the mart,
 Pharmacy
 Carpets
 Chips and snacks
 Dairy products
 Meat and with frozen and fresh items
 Pulses and spices
 Dry fruits
 Crockery
 Pillows,cushions and curtains

18.  Kids collection
 Ladies and gents garments
 Cosmetics
 Shoes
 Kitchen Accessories
 Dinner sets and steel pots
 Tray and wooden items
 Grocery
 Fruits and Vegetables
 Stationary
 Consumer Perception:
In order to understand the perception of customers about KK MART Mall Multan, we
made a social media survey and asked from people standing after shopping.
We visited official pages of KK MART on FB,INSTA and vlogs on UTUBE and
checked comments and likes and dislikes.
 We do not found the best comments about the atmosphere of mall.because its area
looks smaller
 Some People were very excited to make a visit again.
 Many people were complaining the staff behaviour.
 It was good response by customers at the beginning.
 Consumer Learning:
There is no a customer service Desk where there are more members are there to help
and gain the feed back of the customers.
.customers complains to the branch manager or employ standing for their help on outlet
directly .they provide them best counseling.
They are having positive response about the local products are offered on less prices.
 Consumer Motivation:
Following steps are taken by authorities for customer Satisfaction.
 There is two floor building,with the elevators and running lift.
 The fresh juices and snacks can give a refreshment during shopping outside the
store.
 Counselors are there to advise you according to your limit and behaviour.
 Peaceful music to the ears of modern generation.
 The guards and security is maintained by cameras.

19.  Everyone is checked while coming to outside, no case of pick pockets due to super
HD camera system.
 Segmentation, Targeting and Positioning (STP)Model:
 Market Segmentation:
Market segmentation is the process of dividing prospective consumers into different
groups depending on factors like demographics, behavior and various characteristics.
Market segmentation helps KK Mart better understand and market to specific
groups of consumers that have similar interests, needs and habits.
 Behavioralsegmentation:
All the products which are presented in the KK Mart are sold on the name of Mart
itself. If we talk of the brands in Mall, there are no brands, the Mart present Brand
itself and attract the customers on occasion, engagements and life cycle.
 Demographic:One of the major ways to segment the market is by
demographics. KK MART often segment consumers into groups based on similar
age, gender, family size, religion, nationality, income and education level.KK
mart Authority knows the residents Of Area As they have one branch before.
Psycho graphic:
 With psycho graphic segmentation,KK MART examine consumer's lifestyles,
personality, interests, opinions, social class, habits and activities to better
ascertain their needs.
 Geo Graphic:
Geographic information about consumers can be very helpful (and even essential) to
marketing to the right groups. Geographic market segmenting takes into account what
city or area a potential consumer resides in. However, KK MART appreciate the
density of a city, population, climate and language to help further group consumers.so
the products are designed according to culture of old and latest groups.
 Marketing Mix:
 Place:Bosan rd, North Gulgasht Colony, Multan, Punjab, 60000 Multan.it is very
busy site in the Multan
it is attracting every family belonging to any class according to its position and its
presence gave the new look to the site in Multan and make it a busy place.
 Promotion:
In order t promote and marketing of outlet in Multan,following Tools were used.
Use of bill boards on roads,crowded places and roads, buildings
Small posters on every corner and turns in the city.
Through the moving container with loud Speakers.
The small hand posters were givento every customer coming to last branch in hussain a
gahi.

20.  Products:
The products are classified according to daily needs and culture of the living people in
Multan. The list is mentioned above.
 Price:Cost-plus pricing—simply calculating your costs and adding a mark-up
 Managementand its relationwith Customers:
KK MART base their operations on meeting the needs of customers. Hence, they
need employees who continually stay attuned to customers' changing tastes.but
when its comes to facts and figure,their employment strength is low and employs are
not present at every corner for helping customer guides.KK MART is also looking
for educated and young employs who at-least know the terms and conditions of
business.
 Corporate socialresponsibilities:
 According to latest concerns,we did not find any work done by KK mart in case
of CSR
 Future Plans and Strategies:
In true words,the future of the Mall is totally dependent on the current Decisions,
They are trying to move in form of branch in other city in next 5 years like
BahawalPur.
They will bring the facility of Mart Card and Online shopping and delivery.
Looking better place for the parking of customers vehicles.
 Which MALL IS The BEST WITH REASONS AND
ADVANTAGES:
we visited all three Malls and interviewed the branch Managers .it was very good
experience but when we come towards best services at the point,
We found METRO MALL which is giving best services and goods in all manners.
Edges over Other Malls:
 It is giving the best parking for vehicles in front of the Mall.no other mall in
Multan is giving such parking and wheel changing facility.
 The electronic brands like TCL , HAIER , National and Sum sung is available
there.
 Mobiles and motor Bikes are available under the single Roof.
 Best edge is,you can even go with whole family like grand parents asno need of
elevate r there.everything is available on the single floor.
 Fresh juices at the same time in the MALL.
 The prices are low than both malls.
Limitation of KK MART:

21.  The parking is not enough and good even our car was parked too away from
MAll.
 There is no moving elevator towards Downward , it is time consuming to use lift
for everyone mostly painful for elders.
 The prices are also high according to quality.
Edges and limitation of Chase Up:
 It has many other branches in other cities.
 The pricing is good according to quality of product .
 The pricing is high in cosmetics and quality is not good in women Garments.
 The entrance and paying bills is small and low which should be appreciated more.
 The opening of new MALLS has also dropped the sales of Chase Up.
GOOD STEPS ARE TAKEN IN CORONA VIRUS PANDEMIC BY PROVIDING THE
HAND SANITIZER TO EVERY COMING CUSTOMER AND MASK IS COMPULSORY.
 Future Challenges to all Malls:
MARKETING CHALLENGES
There are many challenges facing just like any other business.
• How to keep cost low
• How to ensure there is enough parking lot
• How to bring quality tenants and customers
• How to attract talented people to join their organizations
• How to increase sales of our Products
• How to replicate the same business model in other cities of Pakistan
 SOCIAL AND POLITICAL OR OTHER
ISSUES/TRENDS
With the passage of time our society change because of new innovations
(fashion trend change) in the market so it is difficult to meet the every
customer expectation therefore, our company more focus on quality
maintain strategy.
• In social trends believe that the market position that we wish to
achieve can only be achieved through integrity hard work and sincere
dedication of our employees, vendors at all levels.
RECOMMENDATIONS:

22. We will recommend some suggestions to run business shopping Malls in Multan.
 Draft a Marketing business plans for the city Multan to let people know about
you.
 Set revenue and profitability goals.
 Create a human resources team.
 Hire the right employees.
 Offer benefits for staff.
 Implement the right tools for your growth strategy.
 Focus on the customer experience.
 Remember to listen.
 Become a better leader.
 Cultivate trust.
 Spread your message.
 Monthly or quarterly performance discussions of Employs build team
camaraderie and improve employee mental health. These meetings can also create
an environment of trust, which leads to greater innovation.
 Conclusion:
After having a detailed visit to these famous MALLS, we are able to draw a very
exclusive
conclusion. Our visit to the MALLS was quite pleasing. The whole staff of was very
welcoming. They showed very heartwarming gestures towards us. They
made us feel at home. The Managers of all malls was very ethical and good
mannered person.
From our visit , we learned about the organization’s strategies to
deal with the employees as well as customers in an organized way in any kind of
situation. They are equally responsible towards employees as they are towards
customers.
They believe to give every person a equal sense of respect.
From the visit we had an experience how to tackle an organization’s problems and
not to get biased. This project was very interesting and we learned many practical
business work.
In the End , I would like to thanks MAM ALINA GARDEZI who gave us a
chance to learn about growing businesses in the City.

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