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A

                             “SYNOPSIS”

                                  ON

  “IMPACT OF SHOPPING MALL IN SMALL TOWN ON CONSUMER
                      BEHAVIOUR”
                     (AN OVERVIEW)

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT
                         OF THE

                               DEGREE

                                   of

          MASTERS OF BUSINESS ADMINISTRATION

                   Department of Management Studies,
                       Jai NarainVyas University,
                             Jodhpur (Raj.)
                               2011-2013




Supervised by:                                    Submitted By:
Dr. MeetaNihlani                 KirtiJaiswal
                          st
(M.B.A., Ph.D.) (M.B.A., 1 Sem.)
To,
The Head of Department,
Department of Management Studies,
Jai NarainVyas University,
Jodhpur.


Date:


Respected Ma’am,
Subject: Synopsis for the term paper on topic ―IMPACT      OF SHOPPING MALL IN SMALL TOWN ON

CONSUMER BEHAVIOUR”.

      .
In requirement of the partial fulfillment for MBA, 1st Semester, I want to submit the synopsis of
term paper on the topic “IMPACT OF SHOPPING MALL IN SMALL TOWN ON CONSUMER BEHAVIOUR”.
under the supervision of Dr. (Mrs.) MeetaNihlani.
So, kindly grant me permission to prepare term paper on the above mentioned topic.
Thanking you.


Yours Sincerely,
Kirtijaiswal
MBA, 1st Semester.




Introduction:
.
     This article starts with the impact of shopping mall, but what shopping mall in general
means ‘it is a group of stores or shops in a building’. The first thing that comes in our mind about
the shopping malls is that it is a big enclosed building housing a variety of shops or products. But
in brief a shopping mall, shopping centre, shopping arcade or simply mall is one or more
buildings forming a complex of shops representing merchandisers, with interconnecting
walkways enabling visitors to easily walk from unit to unit, along with a parking area — a
modern, indoor version of the traditional marketplace.
     This article presentsthe current changing scenario of shopping mall in small town
consumers and impact of malls in their buying behavior. This article provides information about
the changing stories of the small town consumers, their rising incomes in the hands of the young
population, expansions in the availability of the products and services, easy availability of the
credit and rising acceptability of debts has affected the buying behaviors of consumers.This
examines the impact of growing congestion of shopping mall in urban areas on shopping
conveniences and shopping behavior.
India and its markets are undergoing a sweeping change. This change is not only in the market
structures but also in the way goods are being sold. Today markets and their processes are more
flexible in all aspects like price, delivery and choices etc. The new Snow-white market places
have started to replace the traditional bazaar into malls.India has a large middle class as well as
youth population, which has contributed greatly to the retail phenomenon. The middle class is
considered to be a major potential customer group. The youth are perceived as trend setters and
decision makers.
Scenario of malls in small town
While the malls in small town are attracting a lot of interest in the form of footfalls of visitors,
they are not able to convert a sufficient number of these into purchases. This is where the malls
need to be flexible and learn from the kirana stores – a traditional format of small, corner
retailers popular in india.The problem being studied in this article is that of the Indian malls and
how to adapt them to the Indian context. It looks at the possibility of the malls replacing the
Kirana stores (a popular form of market stores in India) by adopting a flexible strategy which
enables it to successfully adopt the key features of these local stores and at the same time provide
the benefits of the shopping malls. The study undertakes an analysis of the attitudes of small
town consumers towards these malls and how the malls need to modify themselves to better
service the Indian consumer.

Impact of malls on consumers buying behavior

The consumer decision- making process is a complex phenomenon. The purchase of goods or
services includes a number of factors that could affect each decision. Decision making is more
complex and even more important for consumers today than in the past. Consumers are attracted
by advertising, news articles, and direct mailings that provide an abundance of information,
much of it with mixed messages.
In addition, increases in the number and variety of goods, stores, and shopping malls, and the
availability of multi component products and electronic purchasing capabilities have broadened
the sphere for consumer choice and have complicated decision making. With certain decision-
making traits that combine to form a consumer's decision-making styles Understanding buying
behavior pattern in shopping malls is not enough without understanding the composition and
origin of the customer. Today most of the small town customers are attracted by the different
things. So that most of the Indian shopping malls don’t know what they want and looses their
credibility and loyalty in customers.
Academicians and researchers have long been interested in identifying these underlying decision
styles of shoppers. For example, consumers are identified as economic shoppers, personalizing
shoppers, ethical shoppers, apathetic shoppers, store- loyal shoppers, recreational shoppers,
convenience shoppers, price-oriented shoppers, brand- loyal shoppers, name-conscious shoppers,
problem-solving shoppers, quality shoppers, fashion shoppers, brand conscious shoppers and
impulse shoppers and they act according to their characters in buying different things.




Objectives:
1. To understand the how changes are coming in the mind of customer regarding shopping
       malls in small town.
   2. To find the impact of demographics like age, income, gender on buying behavior of
       consumers.
   3. To find out what difficulties consumer are facing at the time of buying and after buying
       in shopping malls.
   4. To identify good & bad experiences regarding shopping malls.


Assumptions:
Shopping mall needs to responds to following challenges in small town.
   1. Despite the ability of different product and services shopping malls need to improve their
       selling pattern.
   2. Understanding buying behavior pattern in shopping malls is not enough without
       understanding the composition and origin of the customer.
   3. In today market there are lots of general store existing in the market and they are also
       giving a big challenge to shopping malls in small town.


Research Methodology:
 Primary Data
   Primary Data will be collected by using survey method with the help closed end
   questionnaire.
   Sample size
   50 people
   Sample design
   People of all segments who are buying goods or not buying goods from shopping mall.
   Area of Research
    Jodhpur
   Sampling technique
    Random
 Secondary data
The secondary data was collected from various books, reports, articles, websites and other
sources.


Bibliography:
       AligthelminSOUTH AFRICAN JOURNAL OF ECONOMIC AND MANAGEMENT
       SCIENCES(2008)
       C L Tyagi, Arun Kumar(2009) CONSUMER BEHAVIOUR
       Aviv shoham and majamakeovecBrencic(2003)Compulsive buying behavior. Journal of
       consumer marketing,vol20,no2.


References:
       http://www.indianjournals.com/glogift2k6/glogift2k6-1-1/theme_2/Article%204.htm
       www.accman.in/images/.../Pattern_of_Growth_in_Indian_Retail_Industry.doc
       http://www.equestindia.com/eq/article_3.asp
       http://www.scribd.com/doc/45935597/consumer-buying-behavior-toward-shopping-
       malls-Live-Project-of-CB-Raghvendra-Patel-amp-Shrisir-Pratap-Singh
       http://www.mendeley.com/research/impact-shopping-mall-development-small-township-retailers

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Shopping mall

  • 1. A “SYNOPSIS” ON “IMPACT OF SHOPPING MALL IN SMALL TOWN ON CONSUMER BEHAVIOUR” (AN OVERVIEW) SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE DEGREE of MASTERS OF BUSINESS ADMINISTRATION Department of Management Studies, Jai NarainVyas University, Jodhpur (Raj.) 2011-2013 Supervised by: Submitted By: Dr. MeetaNihlani KirtiJaiswal st (M.B.A., Ph.D.) (M.B.A., 1 Sem.)
  • 2. To, The Head of Department, Department of Management Studies, Jai NarainVyas University, Jodhpur. Date: Respected Ma’am, Subject: Synopsis for the term paper on topic ―IMPACT OF SHOPPING MALL IN SMALL TOWN ON CONSUMER BEHAVIOUR”. . In requirement of the partial fulfillment for MBA, 1st Semester, I want to submit the synopsis of term paper on the topic “IMPACT OF SHOPPING MALL IN SMALL TOWN ON CONSUMER BEHAVIOUR”. under the supervision of Dr. (Mrs.) MeetaNihlani. So, kindly grant me permission to prepare term paper on the above mentioned topic. Thanking you. Yours Sincerely, Kirtijaiswal MBA, 1st Semester. Introduction:
  • 3. . This article starts with the impact of shopping mall, but what shopping mall in general means ‘it is a group of stores or shops in a building’. The first thing that comes in our mind about the shopping malls is that it is a big enclosed building housing a variety of shops or products. But in brief a shopping mall, shopping centre, shopping arcade or simply mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a parking area — a modern, indoor version of the traditional marketplace. This article presentsthe current changing scenario of shopping mall in small town consumers and impact of malls in their buying behavior. This article provides information about the changing stories of the small town consumers, their rising incomes in the hands of the young population, expansions in the availability of the products and services, easy availability of the credit and rising acceptability of debts has affected the buying behaviors of consumers.This examines the impact of growing congestion of shopping mall in urban areas on shopping conveniences and shopping behavior. India and its markets are undergoing a sweeping change. This change is not only in the market structures but also in the way goods are being sold. Today markets and their processes are more flexible in all aspects like price, delivery and choices etc. The new Snow-white market places have started to replace the traditional bazaar into malls.India has a large middle class as well as youth population, which has contributed greatly to the retail phenomenon. The middle class is considered to be a major potential customer group. The youth are perceived as trend setters and decision makers. Scenario of malls in small town While the malls in small town are attracting a lot of interest in the form of footfalls of visitors, they are not able to convert a sufficient number of these into purchases. This is where the malls need to be flexible and learn from the kirana stores – a traditional format of small, corner retailers popular in india.The problem being studied in this article is that of the Indian malls and how to adapt them to the Indian context. It looks at the possibility of the malls replacing the Kirana stores (a popular form of market stores in India) by adopting a flexible strategy which enables it to successfully adopt the key features of these local stores and at the same time provide the benefits of the shopping malls. The study undertakes an analysis of the attitudes of small
  • 4. town consumers towards these malls and how the malls need to modify themselves to better service the Indian consumer. Impact of malls on consumers buying behavior The consumer decision- making process is a complex phenomenon. The purchase of goods or services includes a number of factors that could affect each decision. Decision making is more complex and even more important for consumers today than in the past. Consumers are attracted by advertising, news articles, and direct mailings that provide an abundance of information, much of it with mixed messages. In addition, increases in the number and variety of goods, stores, and shopping malls, and the availability of multi component products and electronic purchasing capabilities have broadened the sphere for consumer choice and have complicated decision making. With certain decision- making traits that combine to form a consumer's decision-making styles Understanding buying behavior pattern in shopping malls is not enough without understanding the composition and origin of the customer. Today most of the small town customers are attracted by the different things. So that most of the Indian shopping malls don’t know what they want and looses their credibility and loyalty in customers. Academicians and researchers have long been interested in identifying these underlying decision styles of shoppers. For example, consumers are identified as economic shoppers, personalizing shoppers, ethical shoppers, apathetic shoppers, store- loyal shoppers, recreational shoppers, convenience shoppers, price-oriented shoppers, brand- loyal shoppers, name-conscious shoppers, problem-solving shoppers, quality shoppers, fashion shoppers, brand conscious shoppers and impulse shoppers and they act according to their characters in buying different things. Objectives:
  • 5. 1. To understand the how changes are coming in the mind of customer regarding shopping malls in small town. 2. To find the impact of demographics like age, income, gender on buying behavior of consumers. 3. To find out what difficulties consumer are facing at the time of buying and after buying in shopping malls. 4. To identify good & bad experiences regarding shopping malls. Assumptions: Shopping mall needs to responds to following challenges in small town. 1. Despite the ability of different product and services shopping malls need to improve their selling pattern. 2. Understanding buying behavior pattern in shopping malls is not enough without understanding the composition and origin of the customer. 3. In today market there are lots of general store existing in the market and they are also giving a big challenge to shopping malls in small town. Research Methodology:  Primary Data Primary Data will be collected by using survey method with the help closed end questionnaire. Sample size 50 people Sample design People of all segments who are buying goods or not buying goods from shopping mall. Area of Research Jodhpur Sampling technique Random  Secondary data
  • 6. The secondary data was collected from various books, reports, articles, websites and other sources. Bibliography: AligthelminSOUTH AFRICAN JOURNAL OF ECONOMIC AND MANAGEMENT SCIENCES(2008) C L Tyagi, Arun Kumar(2009) CONSUMER BEHAVIOUR Aviv shoham and majamakeovecBrencic(2003)Compulsive buying behavior. Journal of consumer marketing,vol20,no2. References: http://www.indianjournals.com/glogift2k6/glogift2k6-1-1/theme_2/Article%204.htm www.accman.in/images/.../Pattern_of_Growth_in_Indian_Retail_Industry.doc http://www.equestindia.com/eq/article_3.asp http://www.scribd.com/doc/45935597/consumer-buying-behavior-toward-shopping- malls-Live-Project-of-CB-Raghvendra-Patel-amp-Shrisir-Pratap-Singh http://www.mendeley.com/research/impact-shopping-mall-development-small-township-retailers