This document is a project report submitted by Miss Hiral Soni to the University of Mumbai on mall culture and management in India. It includes an introduction, objectives and scope of the study, research methods used, and conclusions. The report was completed under the guidance of Mrs. Shalini Padhi and submitted in July 2011 to fulfill the requirements for a Bachelor of Management Studies degree. It examines the growth of malls in India and their impact on consumer behavior and the retail industry.

1. PROJECT REPORT ON
MALL CULTURE AND MANAGEMENT
SUBMITTED BY:
MISS HIRAL SONI
T.Y.BMS [Semester V]
MITHIBAI COLLEGE
VILE PARLE (WEST)
MUMBAI-400056
SUBMITTED TO:
UNIVERSITY OF MUMBAI
ACADEMIC YEAR
2011-12
NAME OF PROJECT GUIDE
Mrs.SHALINI PADHI
DATE OF SUBMISSION
25TH
JULY 2011

2. DECLARATION
I, HIRAL SONI, hereby declare that I have successfully completed the project on MALL
CULTURE AND MANGEMENT for the academic year 2011-2012. The project is done
under the guidance of Prof. SHALINI PADHI this project work is submitted in fulfillment
of therequirements for the award of the degree of “Bachelor of Management Studies”.
The information provided in the project is true and to the best of my knowledge.
Signature of the Student
HIRAL SONI
Roll No: 49
T.Y.B.M.S

3. CERTIFICATE
This is to certify that HIRAL SONI student of T.Y.B.M.S, Mithibai College of Arts,
Chauhan Institute of Science &AmrutbenJivanlal College of Commerce and Economics
has successfully completed the project on MALL CULTURE AND MANGEMENT under
the guidance of Prof. SHALINI PADHI for the academic year 2011-2012.
Project Guide Principal
(Prof.Shalini Padhi) (Dr. Kiran V. Mangaonkar)
External Guide
College Seal

4. TABLE OF CONTENTS
Chapter
No.
Particulars Page No.
Chapter 1 Introduction 1
1.1 The phenomenon called ―Mall 1-4
1.2 Mall culture in INDIA 5
1.3 Why people in India come to a Mall? 6
1.4 Mushrooming mall culture 7-9
Chapter 2 Mall management 10
2.1 Differentiation strategies for malls. 11-12
2.2 Outlets in a mall. 13-14
2.4 The ABC of Successful Mall Operation. 15-17
2.4 Issues Related to Mall Management. 18-19
Chapter 3 The mall boom in India. 20
3.1 The great Indian mall boom. 20
3.2 Mall: A natural phenomenon in late industrial
society. 21-22

5. 3.3 Swot Analysis of Indian Malls. 23-24
Chapter 4 Indian Retail Industry 25-26
4.1 Retailing in 21st centuary 27-28
4.2 Retail formats in India 29
4.3 Retail in India – the future. 30-31
4.4 Mall revolution has been a resounding success. 32-34
4.5 Malls – an ideal location for franchising. 35-37
Chapter 5 Mall tales 38-40
5.1 Finally, a mall that is not all about fast food
and super markets.
41-43
5.2 Will Malls Dominate in the 21st Century? 44-45
Chapter 6 Reseacrch on Indian Malls 46-58
Chapter 7 Comparitive study 59
7.1 Malls Vs Standalone shops 59-60

6. 7.2 Small Groceries Stores to Mall 61-64
Conclusion 65

7. Acknowledgement
I would first like to thank the Mumbai University for providing the project section as a
part of BMS curriculum.
I would like to express my deep gratitude and sincere thanks to Mrs. Shalani Padhi for
being my soul guide throughout the project.
I would also like to thank my parents and friends for providing me a helping hand
whenever I needed.
I would like to thank all other faculty members of the institute for their constant
support without which study would not have been successful.
A THANKS is not completed without thanking HIM, THE ALMIGHTY for always
being with me.

8. EXCEUTIVE SUMMARY
Gone are the days when people had to buy different things at different places. Those were the
days when there were separate markets for various things. People used to visit general stores
for purchasing daily-required household materials. Shopping was never as convenient for
people as it is now. Malls sprout out of fields like a new cash crop, surrounded by nothing. A
mall is just a new kind of market. It’s all in the name,”“Once we called them tailors. Now we
call them fashion designers. It’s the same thing.”
Shopping malls are a one stop shop destination. There is a variety of retail mix. Besides
convenience of shopping, there are entertainment and foot courts for shoppers to enjoy. Malls
provide complete entertainment package for families.Malls are the battlegrounds where the
brands, small, medium and big, the known, the not-so-well-known and the wannabe ones,
fight it out for the consumer’s attention. And the consumer is ‘loving it’ and asking for more.
SHOPPING MALL can be described in this sentence, ‘If you have a home then you will find
everything in the shopping mall to fill it up with’
Malls, the temples of consumerism are cropping up everywhere. These malls have changed
the way people are shopping. They are teaching them how to appreciate the good things of
life. And no one is complaining. Not the mall owners, not the shopkeepers, and certainly not
the marketing men and women of the big brands.
Yes, this is one culture that consumers are happy about. So happy that no one seems to
mind the 'unplanned expenditure' incurred by an outing to such an enticing place. While the
consumer is thus slowly getting hooked onto the mall culture, the owners of the malls are
hardly complaining. Actually, they are busy planning the erection of new malls, and the more
the merrier seems to be motto of the moment. Given the rate at which malls are coming up,
the commercial as well as residential real estate business is spiraling upwards. The range and
scope of the economic activity generated from mall culture promises many things to many
people. Other than offering shoppers more value for money, the scale of operations generates
employment opportunities, direct and indirect, for thousands of people.

9. OBJECTIVES OF THE STUDY
 To understand the changing consumer behaviour towards mushrooming of mall
culture in India.
 To understand the important issues relating to malls such as facilities
management, utilities management, market and promotions, event management,
and hospitality.
 To understand the non commercial reasons for mall culture gaining so much of
popularity in Indian market and to understand the knowhow of both the real estate
and retail business.
SCOPE OF THE STUDY
 The malls are another sign of the new, prosperous India, of call centers,
outsourcing and more disposable income.
 Earlier, a large majority of Indians believed in the Spartan asceticism of the Father
of the Nation, Mahatma Gandhi. But the new generation of shoppers – like their
contemporaries worldwide – believe in living for today and splurging at the
mushrooming malls over the weekends.
RESEARCH METHODS USED FOR THE SUDY
 Use of qualitative techinques for getting first hand information (primary data) about
the consumers and there buying patterns like in depth interviews, filling up the
questionnares – this could be one of the best way to understand the concept of
consumerism.
 For collection of secondary data with regards to mall culture in India, internet sources
is helpful, even refrences from magzines like urban culture magzine, the network
journal can be taken.

10. LIMITATIONS OF THE STUDY
 While collecting primary data respondents may not be willing to or may not be
familiar wih the topic concerned. They may even give untrue answers just to avoid
cross questioning.
 The data collected may contain open ended questions which may be difficult to
tabulate.
 This study does not include detailed study of all the malls in India but a few malls in
the City.

11. Refrences
Books reffered
 Malls in India: KSA Technopak Study
 India Retail Report 2010: KSA Technopak Study
 Images Year book
Newspapers & Magazines
 Economic Times
 Business Today
 CMAI apparel: August 2010
 The Franchising World
 Franchise Plus: March-April, 2009
 Business Standard: 13th June 2008
Websites reffered
 www.articlesbase.com
 www.indianrealtynews.com
 www.franchiseindia.com
 www.fibre2fashion.com
 www.equitymaster.com
 www.imagesretail.com
 www.imagesfashion.com

12. Annexure
Customer Questionnaire:
1) Where do you normally shop?
 Retail outlets
 Departmental stores
 Malls
 Any Other __________________________________________
2) Have you ever shopped at a mall?
 Yes, then which one (s) __________________________________
 No
3) How often do you shop at a mall?
 Once a week
 Once a fortnight
 Once a month
 Once in 2-3 months
 Once in 6 months
 Any Other (Please Specify) ______________
4) Do you like shopping at a Mall?
 Yes
 No
(Please specify the reason)
5) What do you usually go to a Mall for? (Tick more if you like)
 To Shop
 Food and Entertainment (like movies, eating etc.)

13.  To hang out
 To window- shop
 Any Other Reason (Please Specify) ____________
6) What product categories do you/ would you purchase at a Mall? (Tick more if you like)
 Apparels
 Cosmetics
 Footwear
 Accessories
 Electronics
 Toys
 Food & Groceries
 Music
 Books and Magazines
 Medical and Health Products
 Any other (Please Specify) _________________
7) On an average how much do you spend at each visit to a mall?
 Less than 500
 Between 500-1000
 1000- 2000
 2000-5000
 5000 and above
8) Do promotions attract you to shop at Malls?
 Yes
 No
9) Would you go to a mall if it would charge an entry-fee? (Support your answer with reason)
Yes__________________________________________________________________
 No__________________________________________________________________

14. 10) What are the services that you would like to avail of in a mall? (Tick more if you like)
 Baby Sitter
 Wheelchair
 Mall Map (printed)
 Information Desk
 PCO facility
 Parking facility
 Any other__________________
11) Would you recommend people to shop at malls? (Support your answer with a reason)
Definitely______________________________________________________________
I might________________________________________________________________
Never ________________________________________________________________
12) Personal details:
Name: ________________________________
E-mail: ________________________
Tel No _____________
Age:
 < 19 yrs  20 yrs- 25 yrs  26 yrs – 40 yrs  40 yrs – 55 yrs  > 55 yrs
Area of Residence: ________________
Monthly household income
 <10,000
 10,000- 25,000
 25,000-50,000
 >50,000