Analysis of purchasing_habits_of_shopping_mall__retail

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Analysis of purchasing_habits_of_shopping_mall__retail

  1. 1. Study of Buying Pattern Shopping Malls (Retail Stores) Customers (With Reference To Retail Stores in Pune & PCMC.) 1
  2. 2. Proposed Research work 1. I) Project Title: Study of Buying Pattern Shopping Malls (Retail Stores) Customers (with reference to retail stores in Pune and Pimpri- Chinchwad.) ii) Introduction • Origin of the research problemRetail sector is one of the booming sectors for product promotion for every new andexisting manufacturer’s as it provides easy access to particular class of customers . Ingrowing demand for branded products and customized selling made retail shopsmore consumer friendly and influence there living standard as well as thereconsumption habits. Retail stores leads to change the consumption pattern andalso amount of funds involved. This is dually observed that growing income ofurban consumers has changed there consumption pattern and nature of purchase.Recently retail industries are also working aggressively in field of sales managementand product promotion. Growing brand awareness and incomes results in relativechanges in buying pattern of urban consumers. They are now not only influenced byadvertised but also mob in shopping malls and the presentation and schemes ofshopping malls. • Interdisciplinary relevanceThe emerging sectors retailing, one of the largest sectors in the global economy, isgoing through a transition phase not only in India but the world over. Traditional retailinghas established in India for some centuries, mostly owner-operated, has negligible realestate and labor costs and little or no taxes to pay. Consumer familiarity that runs fromgeneration to generation is one big advantage for the traditional retailing sector. Thereare the political parties who say that the Giants malls are a threat to the existence of thesmall players let it be a convenience store owner, or a hawker. “Structural changes inretail will surely start affecting a large number of small retailers at some stage, be it afterone or two decades, especially when the overall size of the organized retail in reachesabout 25-30%,” said the report prepared by researchers of the Michigan State University(MSU).This research is related with study of influence over consumer of promotionstrategies and sales management of retail store. This study tries to find relativeimpact of CRM approach of retail store over buying budget and pattern over urbanIndian Consumers. *Review of Research and Development in the Subject: International Status: Not in Indian Context a) The Impact Of Mega-Retail Stores On Small Retail Businesses: The Case Of Sudbury, Northern Ontario, Canada[1], Jean Charles Cachon, Barry Cotton and Jorge Virchez Revista Mexicana De Estudios Canadienses 2
  3. 3. b) Roberts, Bryan (2004): ‘From Marginality to Social,Exclusion: From Laissz-Faire to Pervasive, Engagement’, Latin American Research,Review, Vol 39, No 1, pp 196-97. National Status:a) “Impact of Malls on Small Shops and Hawkers”; Powered by Anuradha Kalhan, Economic and Political Weekly June 2, 2007 2063b) Research of Indian Council for Research on International Economic Relations (ICRIER)c) 2008 India Brand Equity Foundation, An initiative of the Ministry of Commerce & Industry, Government of India C/O Confederation of Indiand) Mukherjee A and Nishita Patel (2005): ‘FDI in Retail Sector India: A Report, by ICRIER and Ministry of Consumer Affairs, Government of India’, Indian Council for Research on International Relations, New Delhi.e) ‘The Impact of Organized Retailing on the Unorganized Retail Sector’, a long- awaited study by the Indian Council for Research on International Economic Relations Significance of the studyi) Finding of the research will be very useful for Central and State Government toformulate then policies regarding to retailing in India.ii) Also the finding will be very useful for big MNC’s, those who want to start therebusiness in India and also local retailers can formulate there strategies for localbusiness.iv) The immense beneficiaries of these research findings will be the local small retailers,they may select policies, strategies to survive and make profit in this area of organizedretailing.v) Social activities and social leaders, who always strive for good of society will get deepinsight of this subject, enables them to act accordingly. iii) Objective: a) To study test and preferences of retail store customers and nature of buying. b) To analyze and study financial impact over monthly budgets of consumers. c) To study pricing policies of retail marketing and unorganized sector compare them. d) To analyze companies role in retail marketing. e) To study impact of retail over brand awareness. f) To study impact of retail purchasing over consumer living 3
  4. 4. standards of consumer. g) To analyze different forces acting on consumers while purchasing from retail shopping malls. iv) Methodology Questionnaire based survey of different retailer’s stores in and around Pune. Total 1000 sample size is expected to analyze to generalize the results. Mostly close ended questions were asked and various retailers interviewed. The data for the study will be collected from customers, retailers and malls. a) Individual Customers : The selection of the sample will be done by stratified random sampling method. The percentage will be given to each segment is as under:Sr. Type of customer PercentageNo1 Individuals with income less than Rs.10,000/- 202 Individuals with income between Rs.10,001/- to Rs. 30,000/- 403 Individuals with income between Rs.30,001/- to Rs. 50,000/- 204 Individuals with income more than Rs.50,001/- 20 The detailed percentage for each category is follows 1. Individuals : Within the individual customers the sex wise percentage will be given as under Sex Male Female Percentage 55 % 45% By considering the above sex wise percentage the sample will represents following segments. Sr No Type of Customers Percentage 1 Students 14 2 Bachelors 20 3 Recently Married 28 4 Middle Age Group 28 5 Senior Citizens 10 2. Economic Background : This segments will cover following 4
  5. 5. Sr. Type of customer Percentage No 1 Individuals with income less than Rs.10,000/- 20 2 Individuals with income between Rs.10,001/- to Rs. 30,000/- 40 3 Individuals with income between Rs.30,001/- to Rs. 50,000/- 20 4 Individuals with income more than Rs.50,001/- 20 3. Retailers: This segment will cover following industries.Sr No Type of retailer Percentage1 Grocesary 202 General Stores 203 Ready Made & Cloth Stores 204. Electronic items 205. Others 20 b) Malls : The researcher will collect the data from all the Malls operating in Pune and PCMC area. c) Hypothesis 1. There has been increasing competition among the upcoming malls and retailers resulting in charging prices less than MRP or offering discounts or gifts maximizing satisfaction to the customers. 2. Malls have been successful in attracting the customer’s community at large. 3. Malls are successful in making customers buy more than the need, and also successful in effective time management to evenly distribute the busy / peak hours customer load. v) Year wise Plan of work and targets to achieve (PERT Chart). 5
  6. 6. PROGRESS CHART 95 98 100 100 90 85 88 90 % completion expected 80 75 70 65 60 55 50 50 45 40 35 30 25 20 20 12 15 5 8 10 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Month / Period 2nd Month: finalization of research questionnaire and collection of sample specification 8th Month: review of data collection and analyze respondents and frame further data collection policy 12th Month: completion of data collection and sampling. Commencement of literature review and writing. 13th Month: commencement of data analysis. 16th Month: completion of statically analysis of data collected and beginning of data interpretation. 17th Month: review of conclusion with consultation with other experts 19th Month: submission of project report to BCUD with all non financial details.vi) Scheme of Research Pilot Questionnaire will be prepared Pilot survey will be conducted Final Questionnaires will be prepared Collection of primary data (Filling of questionnaires & interviews) Collection of secondary data 6
  7. 7. Data Analysis Results and discussion Summary and conclusion Suggestions for improvement VII) CHAPTER SCHEME:Chapter I – Introduction: 1.1 Introduction, 1.2 Retailing in world , 1.3 Retailing in India, 1.4 Scope and Recent development in retailing, 1.5 Organized retailing, 1.6 Unorganized retailing. 1.7 SummaryChapter II – Details of Pune City and PCMC area2.1 Historical background of Pune city2.2 Geographical background of Pune city2.3 Historical background of Pimpri – Chinchwad Municipal Corporation area.2.4 Geographical background of Pimpri – Chinchwad Municipal Corporation area.Chapter III – Malls in Pune City and PCMC 3.1 Malls in Pune Municipal Corporation area. 3.2 Malls in Pimpri – Chinchwad Municipal Corporation area. 3.3 SummaryChapter IV – Need of the study 4.1 Need of the study 4.2 Choice of the subject 4.3 Significance to local business environment 4.4 SummaryChapter V – Review of Literature: 5.1 Government Reports 5.2 Books 5.3 Periodicals 5.4 Research Journals 5.5 News Papers. 5.6 SummaryChapter VI – Research Methodology: 6.1 Research Setting 6.2 Objectives, 7
  8. 8. 6.3 Hypothesis, 6.4 Period of study, 6.5 Sources of information. 6.6 SummaryChapter VII – Data Collection: 7.1 Preparing questionnaire, 7.2 Primary data, 7.3 Secondary data, 7.4 Organization of Data. 7.5 SummaryChapter VIII – Analysis of Data: 8.1 Tabulating information in meaning way, 8.2 Descriptive Statistics, 8.3 Inference Statistics. 8.4 SummaryChapter IX – Results and Discussion: 9.1 Various tables, 9.2 Their Results and accordingly discussion. 9.3 SummaryChapter X – Conclusions & SugestationsChapter XI: Bibliography 11.1 Appendix, 11.2 Bibliography, 11.3 Terms, 11.4 Technical definition, 11.5 Abbreviation used. VII) Relevant Bibliography 1)2008 India Brand Equity Foundation, An initiative of the Ministry of Commerce &Industry, Government of India Confederation of Indian 2) ‘The Impact of Organized Retailing on the Unorganized Retail Sector’, a long- awaited study by the Indian Council for Research on International Economic Relations. 3) Anuradha Kalhan, Economic and Political Weekly June 2, 2007 2063, Impact ofMalls on Small Shops and Hawkers 4) Jean Charles Cachon, Barry Cotton and Jorge Virchez, REVISTA MEXICANA DE ESTUDIOS CANADIENSES Nuevo epoch , 5) Bremen, Jan (2003): The Laboring Poor, Oxford University Press, and NewDelhi. 6) CHI – A T Kearney (2006): Retail In India – Getting, Organized to Drive Growth, CHI, New Delhi. 8
  9. 9. 7) Davis, Mike (2006): Planet of Slums, Verso, London. Government of India(2004): National Policy on Urban Street Vendors, Department of Urban Employment andPoverty Alleviation. 8) Label, Harold (1991): The Informal Sector in the 1980s and 1990s,Development Centre of the OECD, Paris. 9) Mukherjee A and Nishita Patel (2005): ‘FDI in Retail Sector India: A Report, byICRIER and Ministry of Consumer Affairs, Government of India’, Indian Council forResearch on International Relations, New Delhi. 10) Roberts, Bryan (2004): ‘From Marginality to Social Exclusion: From Laissz-Faire to Pervasive Engagement’, Latin American Research Review, Vol 39, No 1, pp196-97. 11) United Nations Human Settlement Programme (2003): The Challenge ofSlums: Global Report on Human Settlements, Earth scans Public 12) Archer, JOSS. and D. Taylor (1994). Up Against the Wall-Marts. New York: American Management Associations. 13) Beaumont, CUE... (1994). How Superstore Sprawl Can Harm Communities… And What Citizens Can Do About It. Washington: National Trust For Historic Preservation. 14) Berry, L.L. (1999). Discovering the Soul of Service. New York: Free Press. 15) Berry, L.L. (2001). “The Old Pillars of New Retailing” Harvard Business Review, 79, 4, 131-137. 16) Cachon, J.-C. et al (2001). “Les entrepreneurs Franco-Ontarians dams les PIE du Nord de lothario : context économique, profil général et profil sectoriel” Revue du Nou vel Ontario, 26, 9-44. 17) Cachon, J.-C., and G. B. Cotton (1997). The INOVE Project. Sudbury: Laurentian University. 18) Cachon, J.-C. (1990). “Perception du rôle d’une caisse populaire” Revue du Nouvel-Ontario 12, 205-215. 19) Retailing Management by Michael Hery,Tata McGraw Hill Publication, 2006. 20) Retailing Management by Swarup Pradhan, Tata McGraw Hill Publication, 2007. 9
  10. 10. 21) Retailing in India: Trends and opportunities Retailing in India: Trends andOpportunities Priya Chandrasekhar (Business Line: Catalyst Thursday, February15, 2001)22) Talpade, Salil, Haynes, Joel, “Consumer shopping behavior in malls with largescale entertainment centers”, Mid-Atlantic Journal of Business, June 1 199723) Bellenger, D.N., Robertson D.H. & Greener A., . “ Shopping center patronagemotives”, Journal of Retailing, 199724) Retailing Management by Michael Hery,Tata McGraw Hill Publication, 2006.25) Retailing Management by Swarup Pradhan, Tata McGraw Hill Publication,2007.26) Talpade, Salil, Haynes, Joel, “Consumer shopping behavior in malls with largescale entertainment centers”, Mid-Atlantic Journal of Business, June 1 199727) Bellenger, D.N., Robertson D.H. & Greener A., . “ Shopping center patronagemotives”, Journal of Retailing, 199728) Sherlekar S. A., Essentials of Marketing Management, Himalay PublishingHouse ,Mumbai,199429) Gandhi J.C., Marketing Management Introduction, Tata Mc-Graw-HillPublishing Ltd. Company, New Delhi, 2003 .30) Chunawala S.A., Marketing Principles and Practice, Himalaya PublishingHouse, Mumbai, 1997 .31) Kardes Frank R., Consumer Behaviour and Mangerial Decision Making ,PearsEducation (Singapore) Pvt. Ltd.,New Delhi,2005.32 ) Louden & Bitta A.J., Consumer Behaviour, Tata Mc-Graw-Hill Publishing Ltd.Company, New Delhi, 2002 .33) Kothari C.R. , Research Methodology , Wishwa Prakashan (A division of newAge International Pvt. Ltd.) ,New Delhi,2003 .34) Dr. V.P. Michael ,Research Methodology in Management , HimalayaPublishing House , Mumbai ,2000. 10
  11. 11. 35) Sadhu Singh,Research Methodology in Social Science ,Himalaya Publishing House ,Mumbai ,1992 . 36) WEB LINKS: www.pantaloon.com www.retailvatra.com www.marketingiQ.com www.brandchannel.com www.wikipedia.org www.hvpercitvindia.com 10. (a) Details of the project/scheme completed or ongoing with the P.I : NoName of the Year Total Equipment/Infrastructural facilitiesagency Obtained Started Completed ------ ---- --- ---- (b) Institutional and Departmental facilities available for the proposed Work: Equipment: Other Infrastructural facilities: 11. Any other information which the investigator may like to give in support of this proposal which may be helpful in evaluating. 11

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