“A Study on number of Shoppers visiting the Retail Outlets and factors influencing

them”

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2
 ACKNOWLEDGEMENT

I have had considerable help and support in making this project report a reality. First and
foremost, I would like to thank my respectable and learned guide, Mr. H.N singh for
whose untiring, persevering and unflinching help, this project would not have seen the
light of day. It is he who initiated the development of the project and was thus
instrumental in showing the right direction in the field of operation in practice.

The realization of this project marks the beginning of an ever - growing and valuable
learning experience in my life. Throughout the period of this project every day was a new
turning point in my career. It would be worthwhile here to mention the contributions
made by people around me which lead to the successful completion of this project. I
express my gratitude for all that I have learnt so far and continue learning with each
passing day.

Lastly, I would like to bestow my special regards and gratitude to the Institute for
Management studies (Ims), Noida, a premier management institute of the country, for
creating a knowledge building culture in me and vocal supporter for creating a strong
marketing knowledge and corporate financial foundation.

3
TABLE OF CONTENTS

S.NO. PARTICULARS PAGE NO.

1. Introduction
 Background of research
 Aims & objectives of the research
 Outline of the research
2. Literature Review
 Types of retailing
 Retail strategy mix
 Information technology & retailing
 Retailing scenario- India
 Prospect for organized retailing in India
 Foreign touch in Indian retail
3. Research Methodology
 Objective of the study
 Pilot study
 List of information & secondary data used
 Scope of study
 Research design
 Retail stores surveyed
4. Data analysis

5. Findings & Suggestions

6. Future trends of retailing

7. Recommendations

8. Conclusion

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9. Bibliography

10. Appendix

EXECUTIVE SUMMARY

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Retailing involves selling products and services to consumers for their personal or family
use. Department stores, like Burdines and Macy’s, discount stores like Wal- Mart and K-
Mart, and specialty stores like The Gap, Zales jewelers and Toys ‘R’ Us, are all examples
of retail stores. Service providers, like dentists, hotels and hair salons, and on-line stores,
like Amazon.com, are also retailers. The emergence and tremendous growth of the new
economy has unleashed powerful forces that are reshaping the retail industry at an
unprecedented rate. Everything from customer relationships to branding to supply chain
management is impacted by this revolution. Given the dynamics at work in the new
economy, retailers are struggling to strike a balance between maintaining operational
excellence and implementing necessary changes.
To fully understand the retail scenario, we must look at the current state of today’s
marketplace, society, and industry, all of which have invalidated old assumptions and
strategies. The idea of retailing is changing form and style. And what used to be a simple
trip to the grocery store to pick up a few items is now a journey into a supermarket
technology. For instance, in apparel retailing, which was once strictly a made-to-order
market for clothing has changed to a ready-to-wear market. Flipping through a catalogue
picking the color and type of clothing a person wanted to purchase and then waiting to
have it shipped is becoming a standard practice. Many factors have led to this retail boom
the world over, as, increased awareness level of customers, social changes such as
increase in the number of nuclear families and the growing number of working couples
etc.
Today, retailing – is the most attractive sector in India. India boasts of the world’s largest
retail network with 12 million outlets, though the per capita retail space is the lowest. But
while, the retailing industry itself has been present through history in our country, it is
only the recent past that has witnessed so much dynamism. The Indian retailing industry,
which was traditionally dominated by small and family-run stores, has come of age. India
is currently in the ‘development’ phase, marked by a rapid pace of creation of retail
infrastructure. Today, more and more corporate houses, including large real estate

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companies, are now entering the retail business directly or indirectly. Foreign investors
and private equity players are also firming up plans to identify investment opportunities
in the Indian retail sector. The boom in retailing has been confined primarily to the urban
markets in the country. Even there, large chunks are yet to feel the impact of organized
retailing. There are two primary reasons for this, first, the modern retailer is yet to feel
the situation’ effect in the urban market and has, therefore, probably not looked at the
other markets as seriously.
The present research is an academic research in this context and I am confident that this
paper will provide significant input to all those conducting future research in this area.

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 AIMS AND OBJECTIVES OF THE RESEARCH

My main objective of the research was to study the transition of retail in the Indian
context; this led me however, to develop a set of sub-objectives that are following:

 To understand the factors that influence shoppers to visit organized retail outlets.

 To find out ways to leverage these factors so that there is an increased flow of walk-
ins into these organized retail outlets.

RETAILING SCENARIO - INDIA

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 Indian retail market is the fifth largest retail destination; globally and owns the
credit of being ranked as an attractive market for retail investment by AT Kearneys
eighth annual Global Retail Development Index (GRDI). Retail industry is the largest
segment in India, employing about 8% of the workforce, and contributing more than 10%
of the countrys GDP. During the past decade, retail industries have built up strong
lifestyle brands positioning themselves to cater to the tastes and preferences of their
consumers and utilizing the increasing income of the end users. With the economy
recovering faster than anticipated, there is a drastic change in the consumer spending
patterns

The retail industry is divided into organised and unorganised sectors. Over 12 million
outlets operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in
size. Organised retailing refers to trading activities undertaken by licensed retailers, that
is, those who are registered for sales tax, income tax, etc. These include the corporate-
backed hypermarkets and retail chains, and also the privately owned large retail
businesses. Unorganised retailing, on the other hand, refers to the traditional formats of
low-cost retailing, for example, the local kirana shops, owner manned general
stores, beedi shops, convenience stores, hand cart and pavement vendors, etc. In India, a
shopkeeper of such kind of shops is usually known as a dukandar.

Most Indian shopping takes place in open markets and millions of independent grocery
shops called kirana. Organized retail such supermarkets accounts for just 4% of the
market as of 2010.

India considered by many as the country of shopkeepers is true to a large extent

because India has 5.5 outlets per 1000 people, which puts India in a unique position of
having the maximum number of outlets in comparison to any other country in the world.
Small independent outlets currently are dominating Indian scenario, in fact they
contribute as much as 96% of the total retail sales. But with increasing number of nuclear
families, working women, greater work pressure and increased commuting time;
consumers are looking for convenience. And, convenience is defined as having
everything under one roof and multiplicity of choice. This offers an excellent opportunity
for organised retailers in the country. Growth & development of organised retailing in

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India will be mainly influenced by two factors: Price & benefits the consumers can't
resist. Economies of Scale will drive down the cost of the supply chain and increases
benefits offered to the customer interface.

Organized Retail Formats in India

Here is a comprehensive list of Retailers in India across various segments.

HYPER MARKET: Big Bazaar, Spencers, Vishal Retail, Magnet, Star India Bazaar,
Shop Rite.

DEPARTMENT STORES: Shoppers’ Stop, Pantaloons, Pyramid Mega Store,

Lifestyle, Globus, Westside and Central Mall.

CONVENIENCE STORES: Trumart, Nilgiris, Food World, Subhishka, Reliance Fresh,

Tirtenthra, Spencers Daily and Spinach.

SPECIALITY STORES: M.A.C, Titan, Bata and Tanishq.

SPECIALITY FORMATS: Archies, Depot, Landmark, Crossword and Planet M

FURNITURE RETAILING: Concept, Living Room, Style Spa and Tangent

CONSUMER DURABLE CHAINS: Viveks, Tata Croma, Vijay Sales, Sumaria

Analysis of Growth by ASSOCHAM

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  Organized retail growing at estimated 25%

 It is expected that retail in India could be worth US$ 175-200 billion by 2016.

 2007-08 Total retails contribution to GDP is between 8% which would further

jump up to nearly 12% in next few years. By 2011, retails contribution to national
GDP in totality is likely to be 22%.

 Opening 10 to 15 outlets by 2015, it plans to employ about 5,000 people selling

groceries, consumer goods, fruits and vegetables. India's retail industry is worth
$300bn (£148bn)

Eg: Bharti is expected to invest 60 Billion with the largest retail Walmart

Growth of Indian Retail Sector

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.

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RESEARCH METHODOLOGY

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OBJECTIVE OF THE STUDY

1. To understand the factors that influence shoppers to visit organized retail outlets.

2. To find out ways to leverage these factors so that there is an increased flow of walk-
ins into these organized retail outlets.

RESEARCH DESIGN

To know the factors that attract walk-ins to organized retail outlets and to make the best
use of that to increase the flow of walk-ins it was necessary to get the feedback from
shoppers too. For this it was decided that the right mode of approach could be a
combination of surveys which is a mix of exploratory and descriptive research.

DATA COLLECTION
To achieve the objectives primary data was collected through Questionnaire with closed
ended questions

Also a large amount of secondary data has been collected from secondary sources. Some
of the sources are: -

 Various web sites of the retail stores.

 Magazines reports and news.

Construction of questionnaire

Questionnaire with closed ended questions was used as the respondents had to give a
specific answer to the questions. This also made it easier for the respondents to give their
opinion without too much time.

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Sampling procedure

The questionnaire was distributed among fifty respondents who were from different age
groups and income brackets. The procedure for sampling involved convenience and
judgment. The former when the researcher selects the most accessible population for e.g.
here it could be the college going youths and the latter means member who are good
prospects for accurate information which for this study could be visitors at a store.

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 RETAIL STORES SURVEYED:

Ebony

Being a complete and grand departmental store Ebony appears to be one amongst the top
priorities when thought of departmental stores.

The store offers a huge range of products, in order to meet the needs of most of the
segments of the society, including all high-class brands and fabricated products, most
of which are high priced too, and become affordable by the middle income group
only in the season of discounts and offers, thereby giving an opportunity to the store
to tap more segments into its customer category. This also brings me to conclude that
ebony targets mostly the elite top class of the society, who are fairly well educated,
and have a taste and preference for good quality stuff, and who belongs to the upper
or upper-middle classes of the society.

Some of the exclusive brands for different categories of apparels available in the store are
Zodiac, Park Avenue, Rock Port, Indigo Nation etc. for shirts, TNG, Parx, Lee
Cooper etc. for jeans, Nike, Adidas, Bentley, Liberty, Revlon. Shehnaz, L’Oreal,
Swatch, etc.

Visiting one of the Ebony outlets in Delhi, i.e. at South-Extension, I could identify one
thing which is not common among any other departmental store is the existence of
an exclusive section for books and CD’s both of educative and leisure interests.

As per the manager, Mr. Sanjeev Sood (branch manager), and also through my
observation I could conclude the Ebony indulges in large-scale advertising in order
to tap its (target) customers. It also announces discount sales and other promotional
offers at least twice to thrice in a year, in order to induce the non-regular buyers to
come to the store, having an implicit motive of stock clearance too.

Besides this, the store also takes care of it loyal customer base, by sending them greeting
on important days of their own lives, as that of their B’ Days, Anniversaries, etc.
which acts as a EVP (Extra Value Proposition), to the store.

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The sales staff is trained in such a manner so as to assist and help the customers while
buying, and not interfere or disturb them when they are in the process of making a
purchase.

Shoppers’ Stop

Pioneers in organized retailing in India, Shoppers' Stop Ltd., was started by the Rahejas,
with the very first outlet being in Mumbai (a retail area of 4500 sq. ft.) in 1991. It now
holds around 1, 95,000 sq. ft. of retail space from Shoppers' Stop alone. It also has chain
of stores in other formats, with Cross words and Shoppersstop.Com under its wings

 Shoppers' Stop, is a specialty chain of garment and accessory retail stores with
outlets in Mumbai, Bangalore, Hyderabad, Jaipur, and New Delhi.

 Crosswords is a specialty chain of books, music and gifts retail stores with outlets in
Mumbai, Bangalore, Ahmedabad, Delhi, Pune, Nasik, Goa and Vadodara.

 Shoppersstop.Com (India) Pvt. Ltd, is 100percent subsidiary of Shoppers' Stop

Ltd. It has been floated with the intention of breaking down location barriers and
helping customers from around the world to "Feel the Shoppers' Stop shopping
experience", online.

They offer their customers a range of the finest national and international brands, and a
quality and price assurance that is backed by their guarantee, stamped on every bill: "We
are responsible for the goods we sell."

Ask the staff what their USP is, and the reply comes lightening quick : Quality
merchandise, supported by clean and ambient surroundings, and warm and well-trained
customer care associates.

As per the Asst. Marketing Manager Mr. Pransanjeet Dutt Barua, at Shopper’s Stop
(Ansal Plaza), what makes Shopper’s Stop different from other stores is the entire
experience of shopping, that a customer goes through while shopping at Shopper’s Stop.

To ensure its reach to its target audience Shopper’s Stop engages in advertising on the
net, through news papers, TV, radio, banners, hoardings, outdoor displays etc.

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BigJo’s

One of the top stores on the priority list of a Delhi – based shopping spree seems to have
top of the mind awareness, due to successful advertising and cashing on the credit earned
over the years, in terms of good quality merchandise available in large variety.

Bigjo’s started under the aegis of JAINSON’S outfit is today a standard, that the
connoisseurs of fine taste swear by from men’s, women’s, kids fashion wear to every
conceivable fashion accessories to the most wanted home accessories. It has that entire
customer needs in our everyday life.

Existing on 2 prime shopping locations - South Extension and C.P. adds to its advantages
to capture its target customers, who, belong to the relatively high-income category.

The store deals mostly in fabricated products, and sells mostly its own branded products.
Like others store, Big Jo’s too cares for its loyal customers base through loyalty programs
using loyalty cards and special occasion greetings. It also announces discount sales and
other promotional offers at least twice to thrice in a year, in order to induce the non-
regular buyers to come to the store, having an implicit motive of stock clearance too

Pantaloon Retail ( India ) Limited

Pantaloon is among the leading players in the Indian retail market place. The Company
has three formats – departmental stores, hypermarkets and supermarkets. The
departmental stores are christened Pantaloon Stores, while.The Biyani family controls the
management of Pantaloon and is involved in the day-to-day operations of the business.
The family entered the business of textile manufacturing in the second half of 1980s. The
Group has a weaving plant for producing trouser lengths, which are sold under the brand
name Pantaloon. The Company entered retailing in the late 1980s with the introduction of
Pantaloon shops across the country, using franchisee formats. In the late 1990s, the
Company forayed into the departmental store format. Pantaloon Departmental Stores
were amongst the first stores, which capitalized on the private label advantages. Almost
75 percent of the merchandise sold in the stores is private label, which gives higher
profitability. Like others store, pantaloons too cares for its loyal customers base through

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loyalty programs using loyalty cards and special occasion greetings. It also announces
discount sales and other promotional offers at least twice to thrice in a year, in order to
induce the non-regular buyers to come to the store, having an implicit motive of stock
clearance too.

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DATA ANALYSIS

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1. Awareness of shopping malls in Delhi

Shoppers stop - 35/50

Pantaloon - 28/50

Ebony - 15/50

Big Jos - 12/50

None - 03/50

35
35
28
30
25
20
15
15 12
10
5 3

0
Shoppers Pantaloon Ebony BigJo's None
stop

2. How frequently do you visit a shopping mall?

Once in two month - 11/50

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 Once a month - 22/50

Twice in a month - 15/50

Once a week or more - 09/50

None - 04/50

On patterns of visit - 12/50

Ow n patte rns of visit 15

Once a w eek or
6
m ore

Tw ice in a m onth 12

once a m onth 18

Once in 2 m onths 15

0 5 10 15 20

3. Which day in a week normally do you prefer going to a mall?

Sunday - 28/50

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 Monday - 05/50

Tuesday - 02/50

Wednesday - 0

Thursday - 0

Friday - 05/50

Saturday - 21/50

No specific day - 06/50

30

25

20

15

10

0
Sunday Monday Tuesday Wednesday Friday Saturday No specific
day

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4. When you visit a mall, you go

Alone - 02/50

With family - 20/50

With friends - 40/50

40

35

30

25

20

15

10

0
Alone With fam ily With friends

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5. What are the timings during which you usually make these visits?

Between 10am - 12pm - 02/50

12 am - 3pm - 06/50

3pm - 10pm - 30/50

30

25

20

15

10

0
Between 10 am 12 am - 3 pm 3 pm - 10 pm
- 12 am

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6. What do you make generally purchase from malls?

Apparel - 32/50

Accessories - 24/50

Utility - 25/50

Jewellery - 0/50

Cosmetics - 14/50

Books - 20/50

Consumer durables - 7/50

35

30

25

20

15

10

0
Apparel A ccessories Utility J ewellery C osmetics B ooks C onsumer
durable

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7. Age Group ( in years )

15-25 - 35/50

25-35 - 13/50

35-45 - 02/50

35

30

25

20

15

10

0
15-25 25-35 35-45

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8. Gender Ratio

Male - 31/50

Female - 19/50

35
30
25
20
15
10
5
0
Male Female

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9. Family income (per month in rupees) :

Upto 15000 - 17/50

15000-30000 - 13/50

30000-50000 - 12/50

50000 and above - 8/50

18
16
14
12
10
8
6
4
2
0
Upto15000 15000-30000 30000-50000 50000 and above

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Please rate the factors given below that influence you visit to a shopping mall.

Not at all Some what Important Extremely

important important important

Discount 10 82 26 40

Display 11 29 47 37

Location 13 27 43 38

Packing space 16 28 41 52

Food joints 17 33 61 52

Ambience 9 25 56 35

Service - 13 39 73

Personnel - 16 40 33

Referrals 21 37 17 25

Playing arena 24 30 49 06
for kids

Membership 21 63 45 14
privilege

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FINDINGS AND SUGGESTIONS

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Retailers must consider these factors in order to enhance that they come out with program
marketing innovations that pull the customers to their malls.

Factors that influence visit to a shopping mall

Discount

Not at all Some what Important Extremely

important important important

Discount 10 82 26 40

Majority of the respondents felt that discounts offered by the retailers are an important
factor that attracts them to the stores. This makes it imperative for the retailers to come
out with attractive discount schemes to lure the visitors to their stores.

Display

Not at all Some what Important Extremely

important important important

Display 11 29 47 37

The display and layout of store is an important factor that pulls the consumers towards
shopping malls. Good interior which facilitates display of items in an attractive way is
necessary to elicit response from the target consumers.

Location

Not at all Some what Important Extremely

important important important

Location 13 27 43 38

Respondents have felt that location is an important factor that influences them to visit a
shopping mall. This is especially important in large cities where shoppers would like to

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have them located in areas that would be near to their residence. Time is a perishable
commodity and shoppers have the least tone to go shopping at a far away location.

Parking space

Not at all Some what Important Extremely

important important important

Packing space 16 28 41 52

Parking space is an extremely important factor for the respondents that make them
choose the right shopping mall. This could be understood as we see that most of the
shoppers like to visit with their family or friends for which they require four wheelers.
There is a genuine lack of parking space across the cities making the task of parking an
arduous one. If this space is not there, then it can act as an impediment against the
shoppers from visiting malls.

Figures prove that the preferred way of visiting malls is with friends, followed by family
and lonely visit being the least preferred. Schemes that encourage people to come with
their preferred groups such as friends or family can be used to achieve report visits from
them.

Food-joints

Not at all Some what Important Extremely

important important important

Food joints 17 33 61 52

A food joint is an important factor that influences the consumers to visit shopping malls.
Eating out is slowly turning out to be a favorite past time for the urban middle class
consumers. When they come for shopping they look forward to munching something
different from what they get home. So shopping malls with eating joints attract
consumers better than the ones without.

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Ambience

Not at all Some what Important Extremely

important important important

Ambience 9 25 56 35

Ambience attracts people. This goes along with shopping malls too. Aesthetically
designed interiors attract shoppers as this has an affect on their mind. It lifts their self-
esteem to a higher level. Satisfaction of aspirations of the consumers also happens when
consumers visit shopping malls that matches what they think where they should be
visiting for shopping. Hence this rated as important by the respondents.

Service

Not at all Some what Important Extremely

important important important

Service - 13 39 73

Service has become extremely important these days especially for any service unit in
which human touch is of crucial importance. Respondents have pointed out that quality of
service is an extremely important factor that influences their decision to visit a shopping
mall or not. Consumers always like to be pampered and it is here the kind of service
provided by the personnel come into picture. If they are able to give personalized service
to the customers then retailers are going to succeed in gaining and retaining clientele.

Personnel

Not at all Some what Important Extremely

important important important

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 Personnel - 16 40 33

Quality of personnel that provide service is also an important factor that has a high effect
on the shopper’s attitude towards a retailing mall. Their grooming and appearance along
with their ability to provide individual attention to the customers is considered by the
shoppers while performing a mall over the other.

Face to face with celebrities

Not at all Some what Important Extremely

important important important

Face to face 42 21 11 15
with celebrities

Celebrities are always wanted by the public. When it comes to shopping the respondents
have given it as the least important factor that influences them. This proves that they
don’t like to get distracted while shopping nor are they interested in wasting time meeting
celebrities.

Referrals

Not at all Some what Important Extremely

important important important

Referrals 21 36 17 25

Best form of getting increase in business is making use of the existing customer base to
promote the brand. Word of mouth communication between the shoppers and prospective
shoppers is the cheapest way to increase the footfall in a shopping mall. This is
considered to be an important factor by the respondents.

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Playing area for kids

Not at all Some what Important Extremely

important important important

Playing arena 24 30 49 6

for kids

Shopping accompanied by family is an important factor in influencing the visit by

consumers. Family invariably include kids who are prone to getting bored with this
practice and can try out all tricks in their bag to disturb their parents. Shopping malls
have come out with solution such as playing arena for kids so that their parents can be
free to shop. From the survey we can deduce that it pays them in investing playing arena.
Though major respondents didn’t turned up in favor then also this factor plays an
important role.

Membership privilege

Not at all Some what Important Extremely

important important important

Membership 21 63 45 14
privilege

Respondents consider membership privilege somewhat important in their choice of going

to shopping malls. Gaining self importance through membership cards is an attractive
option for the shoppers. This makes them feel extra special and hence this trend has just
started.

Timing of the visit

36
It is evident from the figures that most shoppers prefer to visit in the evening between 3
pm and 10 pm. Retailers should be with equipped to deal with this rush hour period and
at the same time desire strategies to improve the frequency of visits in the afternoon too.

Product categories preferred

Shopping for apparels is the highest on the list of items bought from shopping malls.
Footwear also finds a place at the top. Apart from accessories and utility items bought
from malls, books are being taken as another source of attractions by the shoppers.

Awareness of shopping malls in New Delhi

The data analyzed clearly shows that shopper’s stop scores over all other retailers when it
comes to general awareness among the public about shopping malls. Pantaloon is a close
second while Ebony and Big Jo’s are left far behind. Shopper’s stop reputation being
pioneer in the field of large scale retailing has helped it to achieve good brand recall
among the public.

Frequency of visit to a shopping mall

From the data analysis it is evident that visit to shopping malls is not apart of a routine
unlike what we find in the west where consumers ship more often. This could be
attributed to the lack of spending power among the consumers and also a lack of
awareness among them about the efficacies of a big shopping mall. There are very few
who visit once in a week or more. Many of them don’t have a specific pattern of visit
making it occasional.

Preference of a weekly day for a visit to the shopping mall

Data shows that consumers prefer going to the malls during the weekends with Sunday
being the most popular choice followed by Saturday. During the middle of the week we
find that very few visit the malls. This clearly throws light upon the significance of sales
promotion schemes during the middle of the week to attract consumers even during these
days too.

37
38
 RECOMMENDATIONS

• Focus on the consumer:

It is clear that consumers have changed and they are looking for something
different. Understanding their evolving needs, aspirations and lifestyles is the
underlying key to success for any retailer. The primary emphasis should be
on access, experience and service and the secondary emphasis on product

39
 and price. There should be an effort to improve service by having better
trained sales staff, better availability of products, and minor but important
conveniences, e.g. delivery of goods either to the car or even home.
Collaborative advertising and promotion can then round off this effort

• Brand the store:

Branding the store will increase volume and enhance customer loyalty.
Branding is critical to maintaining competitive differentiation in an increasingly
challenging retail environment. However, the brand needs to be clearly
communicated to the customer.

• In terms of format

Malls have a sustainable competitive advantage over other formats.

Consumer preferences are shifting towards malls from traditional markets. As
a result of consumer shifts, retailers also prefer to be located in malls in
anticipation of higher footfall. KSA Consumer Outlook 2000 shows that
increasingly consumers prefer "All under One Roof” destination for shopping
as well as eating out and entertainment. These findings together indicate an
excellent potential for a mall with the following features:

1. a superior well-managed leisure experience

2. targeted at all members of the household

3. comprising of shopping, dining and entertainment, all under one roof

4. a wide range of products and services

5. proximity to hom

LIMITATIONS

During my study I also came across certain factors. This factors are limitation of study.
Those which I faced are as follows:-

40
• Rigid views & responses of some customers and retailers.

• Biased view of some respondent.

• Refusal on part of the Retailers to give any type of information at all.

41
 BIBILOGRAPHY

Reference Books:

Kotler Philip, Marketing Management-Principles in Marketing.

Burns & Bush, Marketing Research

Dubey V K, Retail Management

Websites:

42
www.infoshop.com,,"Indian Retail Industry: Strategies, Trends and Opportunities"

www.indiainfoline.com/bisc/mmrm, “services to retail customers "

www.etretail/biz.com/jan 2003/

www.ibef.org

43
 APPENDICES

QUESTIONNAIRE

Dear respondent,

44
I am a final year student of ------- undertaking a detailed study on the factors considered
by the shoppers while making a visit to a shopping mall or a department store. Kindly
respond to the questions given below:

Walk-in could be defined as anyone entering a shopping mall alone or with others, for
purchase or for personal experience.

1. Which shopping malls in New Delhi are you aware of?

___________________________________

2. How frequently do you visit a shopping mall?

 once in two months  once a month  twice a month

 once a week or more  your own pattern of visits ________

3. Which days in a week normally do you prefer going to a mall?

 Sunday  Monday  Tuesday  Wednesday

 Thursday  Friday  Saturday

4. When you visit a mall, you go

 Alone  with family  with friends

5. What are the timings during which you usually make these visits?

Between  10am - 12 pm  12pm - 3pm  3pm - 6pm

 9pm - 10pm

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6. What do you generally purchase from malls?

 Apparel  Accessories  Utility  Shoes

 Jewellery  Grocery  Cosmetics  Books

 Consumer durables (TV, Audio, etc.)

7. What else would you like to buy from a shopping mall?

__________________________________________

8. Please rate the factors given below on the scale of 0-4, that influence your visit to a
shopping mall, Not at all important, Some what important, important, extremely
important. most preferred been rated higher.

Not at all Somewhat Important Extremely

important important important

Discount    

Display    

Location    

Parking space    

Food joints    

Ambience    

Service    

Personnel    

Referrals    

Live entertainment    
shows

Face to face with    

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 celebrities

Playing arena for    

kids

Membership    
privilege

9. Given below are the names of well known shopping malls in New Delhi. Rate them in
a scale of 1-4 according to the factors that influence your visit there.

1 - Unsatisfactory, 2-Satisfactory, 3-Good, 4-Very good

Ebony Shoppers Stop Pantaloon Big Jos

Discounts

Display

Location

Parking space

Food joints

Ambience

Service

Personnel

Referrals

Age (in years)  15-25  25-35  35-45  45 and above

Sex: M/F

Family Income (per month in rupees)  upto 15000  15000-30000

 30000-500000  50000 and above

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