This document summarizes a study on the impact of promotional activities on shopping behaviors in malls. The study utilized a survey of 61 customers to understand how discounts, brands, and other factors influence their purchasing decisions. Key findings include that discounts have a major influence on buying, most customers are young students who shop for daily branded clothing, and gift coupons are very persuasive. In conclusion, discounts are highly impactful for driving purchases while brand ambassadors are less so, and customers like to switch between brands rather than remain loyal to one.

1. IMPACT OF
PROMOTIONAL
ACTIVITIES IN SHOPPING
MALLS
BY
ANURUPA DASGUPTA
ANINDITA SADHUKHAN
ARIJIT BANERJEE
MADHURIMA HALDER
NISHANT SINGH
SRABANI SEAL

2. OBJECTIVE
 Our objective of this project is to do a research
on what are the promotional activities that
mostly affect the buying patterns of customers in
shopping malls.

3. OUTLINE
 We have undergone a survey to get information about
what are the promotional activities that influence the
customers most. We have also tried to find out customer
buying patterns in shopping malls. We also studied what
time customers mostly prefer to go for shopping. We
studied on how financial condition influences buying
patterns. We also studied which type of clothing customer
mostly shop.

4. METHODOLOGY
 We have prepared a questionnaire based on impact of
promotional activities on buying patterns of fashion
apparels of customers in shopping malls.
 We have got 61 responses upon which proceeded with the
study.
 The entire study is based on primary data. No secondary
data have been used.

6. Maximum responses are from the age group 21 to 30.

7. Maximum respondents are students i.e. 78.7%.

8. As maximum respondents are students their average income comes below 2 lakhs.

9. 68.9% of the respondents are male and 31.1% are females.

10. Maximum of the respondents stated that they generally prefer to shop in malls.

11. More or less there is a balance between who said that they will buy something on discount
even if not pre planned and who said they will not.

12. None of respondents are preferring to shop in the morning. Most of them prefer to shop in
the evening.

13. 59% of the respondents mostly shop daily wears. 27.9% go for formals. And the rest go for
party wear.

14. Maximum of the respondents shop dresses in shopping malls.

15. Maximum of the respondents prefers to switch over brands.

16. Maximum of the respondents said that they are not influenced by brand ambassadors in their purchasing decisions.

17. Mostly gift coupons influences a person to buy something.

18. Brand and discounts are the main two things that influences customers to purchase.

19. CONCLUSION
 We can conclude that discount is one of the major promotional
activity that influences customer mostly for purchasing something.
Mostly customers of the young generation who go for shopping in malls
prefer branded daily wear because of mainly brand name. They
generally shop branded daily wears or casual wears. It is also
observed that brand ambassadors are least influencing the young
generation to buy something. They are also not at all brand loyal.
They prefer to switch over from one brand to another. They are brand
conscious but not a loyal customer of any particular brand. They
mostly prefer to shop clothing in malls rather than shoes or
accessories.