Mba Project

Attitude and Perception towards Shopping Malls
1. INTRODUCTION
1.1 BACKGROUND:
The organized retail industry in India stands at a booming Rs.18,000 crores

(2002-2003) which is just 2% of the entire retailing industry. It is currently growing at a
rate of 10% per annum with the fashion and food industry escalating at 20% per annum.
A study by Knight Frank shows that total retail space is expected to rise to about 25
million square feet (2.3 million square meters) in the next three years across 50 cities
from 8-9 million square feet now. There are 200 malls in planning or under construction.
Shopping, entertainment and food will accelerate and will be the next major buzzwords in
the industry.
Traditional retailing has existed in India since time immemorial, what is being
talked of is the organized retail sector which consists of large format stores, shopping
malls/arcades and huge chain stores. The entire industry is heavily customer centric. For
the organized retail segment to grow and gain success, it is essential to break the inertia
and ignorance amongst the potential customers about the new retail formats, the
advantages of shopping in these new stores and the value for money that these new
formats offer. All this, in light of the dynamically changing industry, market and
consumer psyche.
The retail industry is divided into a number of segments like garments, music,
books, pharmaceuticals, quick service restaurants, malls etc. In India, the retail sector is
the second largest employer after agriculture. The retailing sector in India is highly
fragmented and predominantly consists of small independent, owner-managed shops.
There are some 12 million retail outlets in India. Besides, the country is also dotted with
low-cost kiosks and pushcarts. There has been a boom in retail trade in India during the
past few years owing to a gradual increase in the disposable incomes of the middle class
households. More and more players are coming into the retail business in India to
introduce new formats like malls, supermarkets, discount stores, department stores and
even changing the traditional looks of bookstores, chemist shops, and furnishing stores.
Alliance Business Academy, Bangalore 1

1.2 SOME OF THE ASPECTS OF RETAILING WHERE CHANGE HAS

OCCURRED ARE:
• Medium of transaction - from currency to plastic money to virtual transactions
• Store format – from tents to concrete structures – from mom & pop stores to
departmental stores to malls and multiplexes
• Store Layout – from small stores of about 250 square feet to malls covering an
area of nearly 1,50,000 square feet.
• Strategy – from push to pull.
• Focus –from being retailer centric to being customer centric
• Technology – customized software packages are now being designed to run a
retail chain or a mall
In context to all this, malls were a new emerging format in India with a totally
different business model. It started in the year 2000 with a Spencer’s at Chennai,
Crossroads at Mumbai, Ansal’s at Delhi and a few non-metro malls, mostly in the South.
Investments – a world-class mall in India typically commands an investment of Rs. 3000
per square feet. Malls are not merely points of sales for different retailers but it is a place
where several brands build their equity in unison.
Malls typically work on a catchment area philosophy. They concentrate on

providing convenience, variety and experience. They are trying to converge the
classification of products on the utility and involvement basis. Malls are at an
introductory stage in their life cycles exception being Crossroads, which has been there
for three years. However, malls are burgeoning at every possible location. There are two
hundred malls under planning or construction. Their main focus is on:
 Introducing the concept to the target audience

 Encouraging the footfalls within the malls
 Concentrate on the stores as they build up the mall.

The year 2003 was important in the history of mall development in India, with the
number of operational malls reaching double digits. At the moment, most malls can boast
of large numbers -- the MGF mall in Gurgaon gets over 25,000 footfalls a day, while
Ansal Plaza gets up to 65,000 on weekends. The conversion rate is 10-12 per cent. But
with new malls coming up, these numbers are sure to thin. Also, the traffic from
neighboring towns is projected to dip sharply once malls come up there. This could see
erosion in the handsome profits retailers in malls are currently reporting.
Malls evolved not with a motive of evolving a new retail format but with the idea
of developing a community center for people where they could converge for shopping,
cultural activity and social interaction. However, slowly, they increased in such huge
number that they became the center of the universe. They replaced the street shopping
centers and became shopping communities themselves. This gave rise to a need of
studying the customers in order to decide the mall patronage and not simple real estate
and revenue alone. In an overmalled market, when consumers have choice of variety and
several shopping center options for multiple purpose trips, the need arises for a measure
of attraction, which grasps the essence of consumer’s liking and can also be practically
applied. Meoti, Feignberg and Westgate discuss the plausible factors responsible for the
attraction of consumers towards malls. According to them, there is a basis for assuming
that consumers may be attracted to a mall by feelings evoked by qualitative aspects of a
particular amalgamation of stores rather than a variety of stores with a limited depth and
width. This basis, they have taken to be Byrne’s behavioral learning theory and term it as
the reinforcement-affect model. Stores, which a consumer likes or prefers shopping in,
represent reinforcing stimuli that contribute to the attraction response towards the mall.
Shoppers undergo important changes in their lifestyle in terms of their lifestyles,

spending habits, shopping tendencies and strategies. Stoltman, Gentry and Anglin view
mall shopping as a relative choice phenomenon i.e. a consumer chooses to shop at malls
over other outlets and chooses some malls over other malls where this choice is given –
patronage is contingent upon the choice alternatives. Furthermore, mall patronage does
not occur in abstract, it is a context driven choice. A consumer may (prefer / expect to)

shop at malls for clothes, but not for home electronics; they may shop at malls when
many purchasing needs exist but few solutions have been identified (e.g. gift shopping);
or, they may shop at malls when pressed for time. In addition, those who have certain
shopping orientations may prefer to shop at malls, as in case of the browser. Mall
shopping can also reflect more economical, or functional, shopping orientations because
they provide a convenient / efficient way to compare shops across a variety of goods
and/or a way to complete several purchases in one trip.

1.3 SHOPPING MALLS: MYTHS & REALITIES
New shopping-malls having become operational in many cities across India, it is

interesting to observe how the shopping-behaviour of consumers in the vicinity of these
malls has changed and thereby draw some lessons that could be of some use to the
developers of hundreds of new malls that are currently under planning or construction
across India.
It is still not too long ago that the operators of a particular new shopping-mall at
Mumbai had to contemplate restricting entries of visitors by imposing conditions that
such entry was limited to those having mobile phones or credit cards a.k.a., the income
tax department's one in six criterion for filing a tax return.
Delhi and Gurgaon saw some of the initial mall developers become parking lot
operators as well by charging exorbitant parking fees from all visitors. Rentals, rather
than going down with more malls coming up, started moving up even as the quality of
services within the malls started deteriorating. In this context, therefore, it is somewhat
surprising that questions are already being asked, albeit in whispers, whether shopping-
malls can survive and operate profitably in India. Many tenants lament about the low
percentage of conversions from those who walk through the portals of these malls, and
casual observers routinely find shopping-bags missing in the hands of the supposed
shoppers visiting these malls as an indicator that the initial euphoria about shopping in
the malls is already on the wane and that consumers are reverting to their traditional
shopping-destinations.
There are some myths and some realities about these observations. It is, indeed,
true that many Indian retailer tenants in the shopping-malls have now become familiar
with terms such as footfalls, conversions, average transaction value, and repeat
customers.
However, it is also true that for many of these tenants, it has been their first
expansion beyond their traditional high street locations and hence, they have expectations
born more out of hype than by any real experience.

For instance, the daily or weekend footfalls in traditional shopping high streets of
India such as South Extension and Karol Bagh in Delhi, Linking Road in Mumbai,
Commercial Street or Brigade Road in Bangalore, or for that matter, T Nagar or Anna
Nagar in Chennai would easily exceed the more carefully estimated (or measured)
footfalls in any of the malls in the country. Similarly, if one were to carefully observe the
ratio of visitors having "shopping-bags" in their hands in these high streets versus those
in the new malls, it is not going to be very different.
As far as individual retailers' performance is concerned, even in the traditional

markets some established retailers do extraordinarily well while many other shops see a
change of "shop boards" very frequently. There is no reason to believe that it should be
any different in a shopping-mall, which, in any case, is fundamentally no different from a
traditional shopping-high street, except that a mall has a more modern and compact
structure, in most cases a single roof. Local retailer tenants who move into a new mall for
the first time should not expect any customer loyalty being built up overnight.
For example, in Delhi's case, it is possible for a retailer to be very successful in

Karol Bagh or Lajpat Nagar shopping-districts but he would have to start from scratch in
terms of building up brand recognition as well as generating customer conversions in a
new location such as Gurgaon or Noida.
In contrast, national retailers such as Shoppers Stop, or national exclusive brand

outlets such as those operated by Madura Garments, Arvind Brands, Raymond, and
Zodiac, have national brand recognition and hence the performance of their outlets in
shopping-malls is usually comparable (or even better) with their outlets in traditional
shopping-markets.
Secondly, with most mall developers having blindly opted for a questionable
winning formula of shopping, entertainment and food, it is no surprise to find many mall
visitors having no shopping-bags since they have been enticed to visit only for watching a
movie and/or having a burger or a pizza or even a cup of coffee.

The situation pertaining to shopping, for instance, would be no different in

locations such as Saket or Vasant Vihar in Delhi, which are better known for their movie
theatres and eating options.
What is the lesson for mall developers and for the prospective tenants? For the
developers, the critical lesson is to invest some quality effort in understanding the
shopping-needs of customers in their targeted "catchment" areas and then build a
carefully planned portfolio of retail options that can meet the needs of these targeted
customers.
In many instances, customers would only need shopping and eating options rather
than a multiplex as well. The developers also have to understand that their retailer tenants
have to earn a profit and hence the rentals have to be aligned to what the retail business
can bear (usually 5-8 per cent of gross revenues).
Mall developers also have to create distinctive identities for their specific malls,
much like the identities that have developed over time for major shopping-high streets in
various cities in the country.
Their work is not done just when the mall has been commissioned! As for the
would-be retailer tenants, it is important to realise that merely moving into a mall does
not guarantee business for them.
They have to work as hard to draw consumers to their own stores once the latter
have entered the mall, and then have the right value proposition for them to get converted
into customers, and then become repeat customers.
The final, obvious, conclusion is that mall developers have to invest in getting a
better understanding about the retail business, while retailers have to get a better
understanding about the dynamics of operating at a new location.

2. DESIGN OF THE STUDY
2.1 NEED OF THE STUDY:

Customer is the most important link in a service industry and the same applies to
retailing as well. Utmost care is now being taken to please the customers to retain and
expand the existing customer base. However in India, not many strategic changes in the
store formats seem to have taken place by identifying the customer needs upfront. It is
generally the retailer who comes up with a new format and the customers try it out
because of its newness. Most of the formats in India have been adapted from other
developed markets throughout the world. The success of one format springs up more of
its kind. One such format that has been successful and has lead to rapid growth of its kind
is a MALL. As mentioned above, there are nearly 200 malls under construction in 50
cities across India. However, the question is whether excess of anything would be
acceptable amongst customers? What would determine the success of these malls? What
would be their differentiating factor? If it is their product mix and layout, then a thought
has to be given to it. With malls housing stores of almost all product categories and with
little differentiation amongst these stores, it is important to determine what truly matters
to the customer so as to differentiate. Would branding of malls be successful? Malls work
on a catchment area philosophy i.e. 80% of a mall’s earnings comes from its catchment
area. Does this mean that it is difficult to cater to a heterogeneous locality in this era
where niche marketing is at its pinnacle?
A number of such questions have been asked and research carried out in markets
where malls are a developed phenomena. In India, where malls are still at a nascent stage
in a relatively newfound organised retail industry, very less research has been carried out
on shoppers consuming malls. This study is an attempt to understand the behaviour and
attitude of these shoppers towards malls based on primary research. It also looks in detail
at three malls in particular supposed to represent the city of Bangalore in a geographical
manner.

2.2 RESEARCH OBJECTIVES:

• To understand the behaviour of shoppers towards malls
• To understand the attitudes of shoppers towards malls
• To explore and determine the mall choice drivers amongst shoppers

2.3 SCOPE:
The retail industry in India is facing the same situation as it was during the late
eighties and early nineties in the U.S.A. A lot of research work is beginning in the area of
malls just as it began there in the past. This study is one such initial step towards
understanding the behaviour and attitude of customers towards malls as they are
burgeoning and filling up the spaces in the cities. The retail industry in India has been
extremely dynamic in the past ten years. Not only have malls come up as the latest format
in vogue, but also attempts are being made to construct malls in new layouts. Such a
vigorous environment is definitely conducive to consumer research and their behaviour
and attitude towards the change. This study, being carried out at the nascent stage of
malls in India, has potential to be the foundation for future research work in this area.
2.4 BENEFICIARIES:
Beneficiaries of this research study would be:
• Mall owners and mall managers: This study would give them a consumer’s
perspective in their business model and hence help them decide their strategies better.
Behaviour, attitude, perception and imageries have immense marketing implications
and these have gained importance in case of malls because of their sudden expanse
across the country.
• Retail chain / store owners: Knowing the consumer’s perspective towards malls
would help them decide which malls or what kind of malls to place their stores in.
this study would also elicit information on the most popular stores amongst the mall
shoppers. This would help the retail chain/store owners in building their brand equity
or positioning themselves accordingly.
• Researchers / Students: Malls is an upcoming sector in the retail industry at present.

This study would be useful in case of any further research or study being carried out
on any aspect in this sector. It would provide the researcher / students with the
consumer’s perspective on the sector.

2.5 RESEARCH METHODOLOGY:

2.5.1 SAMPLE DESIGN:
Sampling Universe: People visiting malls
Sampling Frame:
• Forum at Koramangala (South Bangalore)
• 5th Avenue at Brigade Road (East Bangalore) and
• Sukh Sagar at Gandhinagar (Central Bangalore)
Sampling technique: Stratified sampling (according to age) followed by quota

sampling (on the basis of malls and gender)
Sample size: 120

Sampling Unit: Individual
Scope: Bangalore
2.6 SAMPLING GRID:
MALLS Forum 5th Avenue Sukh Sagar

Age –
Group Male Female Male Female Male Female
(years)
15-20 4 4 4 4 4 4
21-25 4 4 4 4 4 4
26-35 4 4 4 4 4 4
36-50 4 4 4 4 4 4
50+ 4 4 4 4 4 4
Table No. 1
2.7 RATIONALE FOR THE SAMPLE DESIGN:

• The age groups signify

 Teenagers (15-20 years)

 Early earners (21-25 years)
 Recently settled / Having small children (26-35 years)
 With family (Having grown up children) (36-50 years)
 Retired / Staying without children (50+ years)
• Stratified sampling is used in order to cover all the age groups while within them,
quota sampling has been used in order to cover both the genders equally and because
of paucity of time.
• The malls at which people would be interviewed are chosen according to their
geographical spread in order to cover the entire city of Bangalore.
• Bangalore is one of fastest growing cities in the country. Popularly known as “Pub
Hub” and “Silicon valley”, it has become a central place for tech’s becoming the
sought out place for software professionals. It has experienced a population growth of
3% p.a. over the past decade. Bangalore residents have a high propensity to spend.
Average annual household expenditure of 36% of the population lies in the range of
Rs. 50,000 – Rs. 1,00,000, according to the Central Statistics Organization. This
coupled with the fact that 36% of the age group falls under the age group of 20-45
years, indicates a favorable situation for majority of the retailers. From the high
streets of M.G Road, Brigade Road, Commercial Street, Maratha Halli, Indiranagar
and Gandhinagar, the retail market in Bangalore has been steadily moving towards
malls and shopping centers. There are already more than 20 malls in Bangalore,
which gives a good base for the present study.
2.8 RESEARCH INSTRUMENT:

The research instrument used for data collection was self–administered structured
questionnaire.
The questionnaire included:
• Dichotomous selection
• Multiple choice single response questions
• Multiple choice multiple response questions
• Open-ended questions
• Likert scale
2.8.1 RESEARCH METHOD: Survey method
2.8.2 DATA COLLECTION: For the purpose of the study, both primary and secondary
data were collected. The primary data is collected through Self – administered structured
questionnaire, and secondary data was collected from internet, journal and magazines.
2.8.3 RESEARCH TYPE: A descriptive study is carried out to determine

• Attitude towards malls
• Imagery of some of the famous malls in the city
• Concept of an ideal mall
2.9 PROFILE OF RESPONDENTS:

• Demographic profile of the shoppers and mall visitors
• Psychographic profile of the shoppers and mall visitors
2.10 DATA ANALYSIS PLAN:

• Q.1 and Q.2 would reveal the approximate time that people spend in the mall.
Whether to consider the responses as categorical data or as exact times would be
decided on the basis of the range of responses obtained. Frequency count of this
data would provide the above information.
• Frequency count of the various shops mentioned in Q.3 would reveal the most
popular stores in a mall.
• Response from Q.4 would be used to segregate the respondents on the basis of
whether they have bought anything from the mall or not. This would help study
the behaviour and attitude of shoppers and non-shoppers.
• Frequency count of the various categories mentioned in Q.5 would reveal the
most popular categories shopped in a mall.
• Frequency count of the various options in Q.6 would provide the approximate
catchment area of the mall with respect to people’s residential and work places.
• Frequency count of responses from Q.7 would provide the following information:
 Awareness about malls in Bangalore:
 Top of mind recall
 Spontaneous recall
 Aided recall
 The most frequently visited malls in Bangalore
• Frequency count of responses from Q.8 would provide the following information:
 The frequency of visit to different malls
 Reasons for not visiting a particular mall. The reason first
mentioned would be considered as response for the analysis.
• Frequency count of the various shops mentioned in Q.9 would reveal the
company with whom people most visit malls.
• Q.10 would provide information on the means of transport used to travel to malls.
• Analysis of behaviour and attitude statements in Q.11 would indicate the mall
choice drivers.
• Frequency count of responses in Q.12 would help form the imagery of the three
malls.

• Analysis on the basis of statements in Q.11 would profile the customers going to
the three malls.
• Analysis of statements in Q.13 would reveal:
 The mall choice drivers for the three different malls
 Factors most associated with the three malls

2.11 LIMITATIONS OF THE STUDY:

• The study is limited to three malls of the Bangalore city.
• The study is limited to data collected from 120 shoppers.
• The secondary data collected may not be up-to-date.

2.12 OPERATIONAL DEFINATION & CONCEPT
2.12.1 PERCEPTION:
Perception can be defined as “how we see the world around us”. Two individuals
may be subject to the same stimuli under the same apparent conditions, but how each
person recognizes them, selects them, organizes them, and interprets them is a highly
individual process based on each person’s own needs, values, and expectations.
Perception can be defined as the process by which an individual selects, organizes,

and interprets stimuli into a meaningful and coherent picture of world. A stimulus is any
unit of input to any of the senses. Examples of stimuli include products, packages, brand
names, advertisements, and commercials. Sensory receptors are the human organs (i.e.,
the eyes, ears, nose, mouth, and skin) that receive sensory inputs. Their sensory functions
are to see, here, smell, taste, and feel. All of these functions are called into play either
singly or in combination in the evaluation in the evaluation and use of most consumer
products.
The study of perception is largely the study of what we subconsciously add to or

subtract from raw sensory inputs to produce our own private picture of the world.
2.12.2 DYNAMICS OF PERCEPTION:
Human beings are constantly bombarded with stimuli during every minute and
every hour of every day. The sensory world is made up of an almost infinite number of
discrete sensations that are constantly and subtly changing. According to the principles of
sensation, intensive stimulation “turns off” most individuals, who subconsciously block
the receipt of a heavy bombardment of stimuli. Otherwise, the billions of different stimuli
to which we are constantly exposed might serve to confuse us totally and keep us
perpetually disoriented in a constantly changing environment. However, neither of these
consequences tend to occur, because perception is not the function of sensory input alone.

Rather, perception is the result of two different kinds of inputs that interact to form the
personal pictures – the perceptions – that each individual experiences.
One type of input is physical stimuli from the outside environment; the other type
of input is provided by individuals themselves in the form of certain predispositions (e.g.,
expectations, motives, and learning) based on previous experience. The combination of
these two very different kinds of inputs produces for each of us very private, very
personal pictures of the world. Because each person is a unique individual, with unique
experiences, wants, needs, wishes, and expectations, it follows that each individual’s
perceptions are also unique. This explains why no two individuals see the world in
precisely the same way.
Individuals are very selective as to which stimuli they “recognize”; they

subconsciously organize the stimuli they do recognize according to widely held
psychological principles, and they interpret such stimuli subjectively in accordance with
their needs, expectations, and experiences.
2.12.3 PERCEPTUAL SELECTION:

Consumers subconsciously exercise a great deal of selectivity as to which aspects
of the environment – which stimuli – they perceive. An individual may look at some
things, ignore others, and turn away from still others. In actuality, people perceive – or
perceive only a small fraction of the stimuli to which they are exposed.
Which stimuli get selected depends on two major factors in addition to the nature
of the stimulus itself: consumers’ previous experience as it affects their expectations and
their motives at the time.

2.12.4 IMPORTANT SELECTIVE PERCEPTION CONCEPTS:

Consumer’s “selection” of stimuli from the environment is based on the
interaction of expectations and motives with the stimulus itself. These factors give rise to
a number of important concepts concerning perception.
• SELECTIVE EXPOSURE: Consumers actively seek out messages that they find
pleasant or with which they are sympathetic, and they actively avoid painful or
threatening ones.
• SELECTIVE ATTENTION: Consumers tend to have a heightened awareness of

stimuli that meets their needs or interests and minimal awareness of stimuli
irrelevant to their needs. Thus they are likely to note ads for products that would
satisfy their needs and for stores in which they shop, and disregard those in which
they have no interest.
• PERCEPTUAL DEFENSE: Consumers subconsciously screen out stimuli that

they would find psychologically threatening, even though exposure has already
taken place. Thus threatening or otherwise damaging stimuli are less likely to be
consciously perceived than are neutral stimuli at the same level of exposure.
Further more individuals unconsciously may distort information that is not
consistent with their needs, values, and beliefs.
• PERCEPTUAL BLOCKING: Consumers protect themselves from being

bombarded with stimuli by simply “turning out” – blocking such stimuli from
conscious awareness. Research shows that enormous amounts of advertising are
screened out by consumers; they mentally tune out because of the visual over
stimulating nature of the world in which we live.
2.12.5 PERCEPTUAL ORGANISATION:

People do not experience the numerous stimuli they select from the environment
as separate and discrete sensation; rather, they tend to organize them into groups and
perceive them as unified wholes. Thus, the perceived characteristics of even the simplest

stimulus are viewed as a function of the whole to which the stimulus appears to belong.
This method of perceptual organization simplifies life considerably for the individual.
The specific principle underlined perceptual organization are often referred to by the
same name given the school of psychology that first developed it : Gestalt psychology.
Three of the most basic principle of perceptual organization are :
 Figure ground
 Grouping
 Closure
2.12.6 PERCEPTUAL INTERPRETATION:
The interpretation of stimuli is also uniquely individual, because it is based on

what individual expect to see in light of their previous experience, on the number of
plausible explanation they can envision, and on their motives and interests at the time of
perception.
Stimuli are often highly ambiguous. Some stimuli are weak because of such
factors as poor visibility, brief exposure, high noise level, or constant fluctuation. Even
stimuli that are strong tend to fluctuate dramatically because of such factors as different
angles of viewing, varying distance, and changing levels of illumination.
2.13 CONSUMER IMAGERY:

Consumers have a number of enduring perceptions, or images, that are particularly
relevant to the study. Products and brands have symbolic value for individuals, who
evaluate them on the basis of their consistency with their personal pictures of themselves.
Some products seem to match an individual’s self image; others do not. Consumers
attempt to preserve or enhance their self image by buying products that they believe are
congruent with their self images, and avoiding products that are not.

2.14 ATTITUDE:
Attitudes are an expression of inner feelings that reflect whether a person is
favorably or unfavorably predisposed to some “object”. Because they are an outcome of
psychological process, attitudes are not directly observable but must be inferred from
what people say or what they do.
2.14.1 THE ATTITUDE OBJECT:
The word object in consumer oriented definition of attitude is interpreted broadly

to include specific consumption - or marketing related concepts, such as product, product
category, brand, service, possession, product us, causes or issues, people, advertisement,
price, medium, or retailer.
In conducting attitude research, we tent to be object specific. For example, if we

are interested in measuring shoppers’ attitude towards three major shopping malls, then
our object might include Forum, 5th Avenue, and sukh sagar.
2.14.2 ATTITUDES ARE A LEARNED PREDISPOSITION:
There is a general agreement that attitudes are learned. This means that attitudes
relevant to purchase behaviour are formed as a result of direct experience with the
product, information acquired from others, or exposure to mass media advertising and
various forms of direct marketing. It is important to remember that while attitudes may
result from behaviour, they are not synonymous with behaviour. Instead, they reflect
either a favorable or an unfavorable evaluation of attitude object. As learned
predisposition, attitudes have a motivational quality; that is they might propel a consumer
towards a particular behaviour or repel the consumer away from a particular behaviour.

2.14.3 ATTITUDES HAVE CONSISTENCY:

Another characteristic of attitude is that they are relatively consistent with the
behaviour they reflect. However, despite their consistency, attitudes are not necessarily
permanent; they do change.
2.14.4 ATTITUDES OCCUR WITHIN THE SITUATION:

Attitude occur within the situation i.e., events or circumstances that, at a particular
point in time, influence the relationship between an attitude and behaviour. A specific
situation can cause consumer to behave in ways seemingly inconsistent with their
attitudes.
2.14.5 STRUCTURAL MODEL OF ATTITUDE:

Tricomponent Attitude Model:
Affect
Conation
Cognition

According to Tricomponent model, attitudes consist of three major components:

1. Cognitive component: The first component of this model consists of a person’s
cognitions, that is the knowledge and perceptions that are acquired by a
combination of direct experience with the attitude object and related information
from various sources. This knowledge and resulting perceptions commonly take
the form of beliefs, that is, the consumer believes that the attitude object possesses
various attributes and that specific behaviour will lead to specific outcomes.
2. Affective component: A consumer’s emotions or feelings about a particular

product or brand constitute the affective component of the attitude. These
emotions and feelings are frequently treated by consumer researchers as primary
evaluative in nature. Affect – laden experiences also manifest themselves as
emotionally charged states. Research indicates that such emotional states may
enhance or amplify positive or negative experiences and that later recollection of
such experiences may impact what comes to mind and how the individual act.
3. Conative component: Conation, the final component of the model is concerned

with the likelihood or tendency that an individual will undertake a specific action
or behave in a particular way with regard to the attitude object. Conative
component may include the actual behaviour itself.
2.14.6 ATTITUDE FORMATION:

Attitude formation is divided in to three areas:
• How attitudes are learned
Attitude formation is nothing but shift from having no attitude toward a given
object to having some attitude towards it. This shift from no attitude to an attitude is a
result of learning. Learning theories related to attitude formation are
 Classical Conditioning
 Instrumental Conditioning
 Cognitive Learning theory

• The sources of influence on attitude formation

Sources of influence on attitude formation are
 Direct Experience
 Influence of Family and Friends
 Direct Marketing
 Exposure to Mass Media
• Impact of personality
Personality also plays a critical role in attitude formation. For example,
individuals with a high need for cognition are likely to form positive attitudes in response
to ads or direct mails that are rich in product related information.
2.15 CONSUMER DECISION MAKING PROCESS:
This model of consumer decision making reflects the cognitive consumer and, to
some degree, the emotional consumer. The model is designed to tie together many of the
ideas on the consumer decision making and consumption behaviour. It does not presume
to provide an exhaustive picture of the complexities o consumer decision making. Rather,
it is designed to synthesize and coordinate concepts into a significant whole. The model
has three major components: input, process, and output.
Input:
The input model of consumer decision making model draws an external
influence that serve as source of information about the particular product and influence a
consumer’s product – related values, attitudes, and behaviour. Chief among these input
factors are the marketing mix activities and the nonmarketing sociocultural influences.
Process:
The process component of the model is concerned with how consumers make
decision. To understand process component we must consider the influence of the

psychological concepts which represents the internal influences that affect consumers’
decision making process. The process component consists of three stages namely
 Need recognition
 Prepurchase search
 Evaluation of alternatives
Output:
The output portion of the consumer decision making model concerns two
closely associated kinds of postdecision activity
 Purchase behaviour
 Post purchase evaluation

External Influences
Sociocultural Environment
Firm’s Marketing Efforts Family
Product Informal sources
Promotion Other noncommercial
Input Price sources
Channels of distribution Social class
Subculture and culture
Consumer Decision Making
Need Psychological Field

Recognition Motivation
Perception
Learning
Prepurchase Personality
Search Attitude
Process
Evaluation of
Alternatives
Experience
Postdecision Behavior
Purchase
Trial
Repeat Purchase
Output Postpurchase Evaluation
Consumer Decision Making Process

3. RETAILING INDUSTRY INDIA
• Even though India has well over 5 million retail outlets of all sizes and styles (or
non-styles), the country sorely lacks anything that can resemble a retailing industry
in the modern sense of the term. This presents international retailing specialists with
a great opportunity.
• It was only in the year 2000 that the global management consultancy AT Kearney
put a figure to it: Rs. 400,000 crore (1 crore = 10 million) which will increase to Rs.
800,000 crore by the year 2005 – an annual increase of 20 per cent.
• Retailing in India is thoroughly unorganised. There is no supply chain management

perspective. According to a survey b y AT Kearney, an overwhelming proportion
of the Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs.
20,000 crore segment of the market is organised.
• As much as 96 per cent of the 5 million-plus outlets are smaller than 500 square feet
in area. This means that India per capita retailing space is about 2 square feet
(compared to 16 square feet in the United States). India's per capita retailing space is
thus the lowest in the world (source: KSA Technopak (I) Pvt Ltd, the India
operation of the US-based Kurt Salmon Associates).
• Just over 8 per cent of India's population is engaged in retailing (compared to 20 per
cent in the United States). There is no data on this sector's contribution to the GDP.
• From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to
Rs. 160,000 crore by 2005. The TOTAL retail market, however, as indicated above
will grow 20 per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore
by 2005 (source: survey by AT Kearney)
• Given the size, and the geographical, cultural and socio-economic diversity of India,
there is no role model for Indian suppliers and retailers to adapt or expand in the
Indian context.

• The first challenge facing the organised retail industry in India is: competition from
the unorganised sector. Traditional retailing has established in India for some
centuries. It is a low cost structure, mostly owner-operated, has negligible real estate
and labour costs and little or no taxes to pay. Consumer familiarity that runs from
generation to generation is one big advantage for the traditional retailing sector.
• In contrast, players in the organised sector have big expenses to meet, and yet have
to keep prices low enough to be able to compete with the traditional sector. High
costs for the organised sector arises from: higher labour costs, social security to
employees, high quality real estate, much bigger premises, comfort facilities such as
air-conditioning, back-up power supply, taxes etc. Organised retailing also has to
cope with the middle class psychology that the bigger and brighter a sales outlet is,
the more expensive it will be.
• The above should not be seen as a gloomy foreboding from global retail operators.
International retail majors such as Benetton, Dairy Farm and Levis have already
entered the market. Lifestyles in India are changing and the concept of "value for
money" is picking up.
• India's first true shopping mall – complete with food courts, recreation facilities and
large car parking space – was inaugurated as lately as in 1999 in Mumbai. (this mall
is called "Crossroads").
• Local companies and local-foreign joint ventures are expected to more

advantageously positioned than the purely foreign ones in the fledgling organised
India's retailing industry.
• These drawbacks present opportunity to international and/or professionally

managed Indian corporations to pioneer a modern retailing industry in India and
benefit from it.

• The prospects are very encouraging. The first steps towards sophisticated retailing
are being taken, and "Crossroads" is the best example of this awakening. More such
malls have been planned in the other big cities of India.
• An FDI Confidence Index survey done by AT Kearney, retail industry is one of the
most attractive sectors for FDI (foreign direct investment) in India and foreign retail
chains would make an impact circa 2003.

3.1 GARDEN CITY’S MALL CALL
With its first few malls receiving a warm welcome, Bangalore seems to be
competing with Mumbai and Delhi to become a mall city. With the city’s youth spending
more and more time in malls, a new stereotype of ‘mall rats’ is fast emerging in
Bangalore.
‘Ground-Floor Opportunities for Retail in India,’ a report by Jullia Hanna,

Associate Editor, Harvard Business School, has some interesting sound bytes from
leading Indian retailers. Kishore Biyani, Chief Knowledge Officer, Pantaloon Retail
advises mall owners to refrain from copying western models as Indian consumers have a
preference pattern that is far different from consumers in the West. According to him,
Indian mall owners should adopt a flexible model that captures the value chain and
allows them to evolve with the customer. From a sector perspective, mall speciality stores
that sell goods such as toys or watches should do well. Neel Raheja, Executive Director,
Shoppers’ Stop, estimated that although about 200 malls will be built in India, only 10
per cent of these would be successful. According to him, the weather would play a crucial
role, with shopping indoors being viewed as an attractive prospect in the monsoons.

3.2 SHOPPING CENTRES IN BANGALORE
Bangalore Central: .
Bangalore Central from Pantaloon saw at least 20,000 footfalls a day, just a few
days after its launch. From a customer experience point of view, it is a large and
comfortable department store. Malls are just a part of the evolution of shopping, and
customers expect the comfort and convenience of malls whenever they shop. While
Bangalore Central is spacious and ideal for shopping with the family, the absence of large
walkways may serve to deter mall rats. The food court is good and is frequented by
shoppers but the same cannot be said for certain other sections like books and
kitchenware. However, unlike a mall that has different brands located at various ends of
the mall, a multi-brand seamless mall like Bangalore Central makes it possible for
shoppers to compare brands with ease while they shop. This also means that the store can
reallocate space more easily based on merchandise/brand performance and customer
feedback. Just selling mall space is not the Bangalore Central priority, rather it provides
to its customers, branded items are sold at MRP and value addition from their side is the
shopping comfort. For the brands, promotion/marketing and ensuring footfalls is
Bangalore Central’s responsibility.”
Purva Mall: .
Purva mall is still in the process of selling mall space and has just had a soft
launch, as the entrance from MG Road is still under some construction. Though small,
this mall boasts of a prime location. A good tenant mix and an entrance from MG Road
may work wonders for this strategically located mall.
Sigma Mall: .
Located on Cunningham Road, this mall will largely cater to North Bangalore
inhabitants residing within a 5-7 km radius. This mall appears to be paying a great deal of
attention to the trade mix and space allocation. As Pantaloon has no presence in North
Bangalore, it is taken up most of the first floor at Sigma. Indus league, Stori, Ruby
Tuesday and Royal Sporting are others who are reportedly considering this mall. In

addition, Xenon plans to have a 4-screen multiplex at Sigma. With 1,53,000 sq ft of floor
space, Sigma looks spacious and well planned.
5th Avenue:
Located on Brigade Road, the shopping mall on four levels where guys spend
their time staring at the girls. Has music shops, men's and women's clothing, the
Supermarket, a beauty parlour, gaming centers, Time and Again disco, a food joint,
jewellery shops and shoes. Definitely worth a browse and even if you don't buy anything
enjoy the escalator rides!
.
Mota Royal Arcade:
Also located at Brigade Road. A very popular hang-out place for teenagers and
adults alike. Houses the ever popular Only Place restaurant, notorious for its steaks and
desserts. Also has Fashion Flash, G's lanes for bowling and pool and the One Stop Shop.
Arihant Plaza:
Located at Commercial Street. Has everything your heart desires. An assortment
of foods to choose from, especially chocolates, biscuits and cookies. Sporty, casual and
formal wear for girls and guys. Great accessories also available here. Women also shop
here for cosmetics. Electronics with great deals available.
.
Devatha Plaza:
Located at Residency Road. Well known for flowers, clothes, Casa Piccola and
Raaga, in addition to more food joints. If you have any ailment there are also a number of
doctors and dentists to choose from. .
.
Safina Plaza:
Located at Infantry Road. Sales and discounts are held here. Shop for clothes,
shoes, handicrafts and grab a bite to eat at many of the food joints at this place.
.

Shopper's Stop:
At the Mcgrath Road. A one-stop shopping experience for the discerning shopper.
The best brands available in India and there's a lot of space to move around. The window
displays are also attractive and of international standard.
Alankar Pearl Plaza:

Located at the prime place Kempegowda Road. A very popular escalator for
families that like to travel. Famous for its wide range of garments. Nice and spacious
shop.
Hong Kong Market:

Gandhinagar, below Tribhuvan Theater. Sell imported goods like cutlery,
chocolates, electronics etc. Shop is at own risk though because can get conned.
Burma Bazaar:
Located at Gandhinagar, opposite Tribhuvan theater. Mostly famous for imported
goods, although it's not as good as the Chennai one. Famous for selling smuggled goods.
National Market:
Located at Gandhinagar, near Sukh Sagar restaurant. Sells higher quality and up-
market goods. Cheaper music systems and accessories available here.

3.3 POPULAR SHOPPING AREAS

Brigade Road:
This is a popular hangout for young people, because there is a lot of entertainment
available, as well as a lot of shopping options. There is Rex (the best movie theatre in
town). There is Cyber Café (coffee and the Internet). There is bowling alley, a
discothèque, a video game parlor, eating places (including The Only Place, which serves
great steaks and desserts) and Nilgiri’s (which is a really good grocery store). There are
showrooms for brands like Lee, Van Heusen, and Louis Phillippe. Also can shop a lot of
unbranded clothes, shoes and jewelry.
There are malls like Fifth Avenue and Mota Royal Arcade, which are worth
exploring. We can get a range of items and the stores range from low budget to
exorbitant.
Commercial Street:
This is a strictly shopping area. There are no entertainment outlets as it would be
on Brigade Road. We can buy clothes, dress materials, jewelry, and food.
Woody’s serves good South Indian food. They also have continental and North
Indian items. This place is definitely value for money.
Coffee Day is popular with people of all ages. The ambience is excellent—
informal, discreet and generally appealing. They have different kinds of coffee, and they
also have items like sandwiches, pizzas and pies. Natural’s is heaven on earth for ice-
cream lovers.
The Cakeshop of the Taj, with its pastries, cakes and patties, is located right next
to Natural’s.
The side streets are definitely worth exploring. Clothes and jewelry here tend to
be inexpensive, especially if they are unbranded.

M.G. Road:
M.G.Road is a very popular commercial area. There is a large number of sari

stores, like Deepam Silks and Prasiddhi. There are plenty of stores that sell saris as well
as other clothes. The Raymond’s and Cotton World showrooms are located here.
There are two movie theatres—Plaza and Symphony. Gangaram, a well-

established bookstore, is a very popular stop, as is Higgin Botham, which is also a
bookstore, but much smaller.

3.4 ADDING NEW DIMENSIONS TO BANGALORE
Bangalore witnessed a fair share of India's retailing action last year with the
successful launch of Lifestyle Department Store, ITC Wills Sport, Planet M, numerous
Baristas and the famous Big Bazaar and Family mart hypermarket. Besides, the city's
first shopping mall, the 100,000 sq. ft. Leela Galleria, commenced leasing. A number of
retailers, including the likes of Pepe Jeans, Anokhi, DAKS, Hidesign and the Platinum
Guild, are currently busy with their interior fit-outs, with another 18 finalising plans, in
preparation for a mid-year launch. The city is already ready with one more shopping
mall, and a very complimentary one to the first one, the 3,50,000 sq. ft. Prestige Forum,
in the wealthy residential district of Koramangala. Developed by the Prestige Group, it
is claimed, is Bangalore's answer to the Deira City Centre of Dubai, UAE, with one of
India's largest Multiplex anchoring it. .
Forum is located in the heart of Koramangala, Prestige Forum occupied a large

plot of land with a wide frontage along Hosur Road. It is very close to the intersection of
the busy Hosur Road and Aguodi Road, with entrances from both the roads. Adjacent to
the high-end Acropolis residential apartments, the site is a stone's throw from the Big
Bazaar, towards Hosur. The location has a well researched catchment area. It has target
audience covering the high-end residential zones of Koramangla, Jaya Nagar, J.P.
Nagar, HSR Layout, BTM Layout and Hosur road. .
Covering as it does 3,50,000 sq. ft. across four levels in addition to the basements,
the development mix comprises of a quarter million sq.ft. of retail, a PVR (Priya Village
Roadshow) multiplex, the largest in the country so far, a family entertainment centre and
a 1000-odd capacity multi-storey car-park that runs alongside the Mall structure. In
terms of layout, the multiplex-anchor occupied practically the entire third floor, with
three floors of shops of international sizing, laid out around the Atrium, allowing high
visibility to each store. Store sizes vary from 700 sq. ft. to 1,500 sq. ft., with some large
stores, a Mini Anchor of 15,000 sq. ft., and an Anchor Store of 35,000 sq. ft.

Prestige Forum has one of Bangalore's first McDonald's outlets, a significant

amount of F&B across categories (including a food-court), a large Super Market, one,
perhaps two, departmental stores, a large music store and retail, broad tenant-mix for
various levels, that caters to all segments, ages and preferences. As the building is
beautifully curtain-walled, using aluminium cladding and solar glazing, with
environmental graphics and an excellent lighting concept for post-dusk appeal.

3.5 RETAIL DESTINATION OF THE YEAR

A shopping centre or a store that is favoured by locals, tourists and travellers alike
for shopping; emerging as a retail destination for consumers and for brands as the most
profitable avenue for retailing. .
Hall of fame: Phoenix Mills, Forum (Kolkata), Lifestyle, Big Bazaar
Winner: SHOPPERS' STOP
Performance details year 2003-04
Outlets operational: 15 across
Outlets opened in 2003-04: 1
Turnover in year 2004: Rs 404 crore Pioneers of department store concept,

Shoppers' Stop chain today is present in nine Indian cities. A member of the
Intercontinental Group of Departmental Stores, Shoppers' Stop got the 'Superbrand' status
in 2003. Its main offerings include clothing sportswear, cosmetics, watches, eyewear,
footwear, bags, leather accessories and home products. Its private labels are Stop, Life,
Kashish and Vettorio Fratini.

4. ANALYSIS
4.1 AVERAGE TIME SPENT ?

The average of the approximate time spent by the shoppers surveyed:
AVERAGE TIME SPENT IN THE THREE MALLS

90
80
70
Percentage
60 <1 hr
50 1-2 hr
40 2-3 hr
30
>3 hr
20
10
0
Forum 5th Avenue Sukh agar
Shopping Malls
Graph No 1
The survey regarding it indicated that Sukh Sagar was viewed a just a shop and go
MALL since the average time spent by most of the shoppers is less than 1 hour (82.5%).
5th Avenue showed a better average spending time, less than an hour (47.5%) but
still the staying average of more than an hour was still far lower than Forum. The same wasn’t
the case with Forum instead most of the shoppers spent an average time of more than 1 hour
and most shoppers were here to stay longer.
A close look at the demographic variables showed that most of the shoppers to Forum
were teenagers between 17-26 years, monthly household income more than 20000. The PVR
theatres were also the reason which increased the average time spent. The shoppers also stated
that Forum was a complete MALL with shopping stuff like designer wear, books, crystals,
cosmetics, jewellery, gifts, durables, toys, groceries to Entertainment like the theatres, kids’
hangout to great food. This could be the reason for a more average spending time in Forum.
4.2 SHOPS VISITED IN THE MALL:

SHOPS VISITED IN THE MALL
Accessories
Sukh Sagar
Books
Jewellery
Food/Beverages
Toys
Cosm etics
5th Avenue Durables and Electronics
Music
Hom e Furnishing
Entertainm ent
Shoes
Designer Wear
Forum
Garments
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30
Number of Responses Graph No-2
4.3 FOOT FALLS TO PURCHASE RATIO:

The conversion rate at each MALL:

SHOPPING PERCENTAGE
100
90
80
70
Percentage
60
Yes
50
40 No
30
20
10
0
Forum 5th Avenue Sukh Sagar
Shopping Malls
Graph No 3
The result being as expected Sukh Sagar’s conversion rate was low. Only 37.5%
of shopper actually purchased at Sukh Sagar. The conversion rate of 5th Avenue fared
better. 52.5% of shopper who visited purchased there.
Forum showed the best conversion rate 92.5%. A further probe into the issue
reasoned that Sukh Sagar is located in a place where there are lot many alternatives and
an option of cheaper bargain. Shoppers visited it along with going to national market,
Alankar plaza, City center etc.
Forum was altogether a customer oriented MALL situated in the catchment area
with all options at a single MALL, shopper’s visited it a motive to buy, be it
entertainment or food or shopping.
4.4 THE PURCHASES MADE?

A graph showing the products brought from Forum:

PURCHASES MADE IN FORUM
30 Garments
28
Designer Wear
26
Shoes
24
22 Entertainment
Number of Responses
20 Home Furnishing
18 Music
16
Durables and Electronics
14
Cosm etics
12
10 Toys
8 Food/Beverages
6
Jewellery
4
Books
2
0 Accessories
FORUM
Graph No 4
A question asked regarding the purchases made at Forum showed these results:
27 Shoppers had bought food/beverages from the MALL. The best brands
McDonald’s (only this single outlet), KFC, Transcend, Pizza Hut are located at Forum.
19 shoppers visited for Entertainment. The PVR cinema’s is one of the best
cinema theatres in Bangalore today. Designer wear and Garments also attracted the
crowd. Landmark also attracted the crowd to purchase books.
The Durables and electronic items were the least purchased.

A graph showing the products brought from 5th Avenue:

Garments
PURCHASES MADE IN 5th AVENUE
Designer Wear
20
Shoes
18
Entertainment
16
Number of Responses
14 Home Furnishing
12 Music
10 Durables and Electronics

8
8
Cosmetics
6
Toys
4
Food/Beverages
2
0 Jewellery
5th Avenue Books
Accessories
Graph No 5
Garments and Designer clothes were purchased more here in comparison to

products like books, music, jewellery, shoes etc. Next in line was the food/beverage.
The shoppers who are accompanied with family would prefer buying cosmetics,
toys, jewellery, Durables and electronics etc. But those who come with friends and
colleagues and between the age of 15-35 years would prefer more of garments, designer
wear, accessories like bags, belts etc. As 5th Avenue is in brigade road it would attract the
15-35 year crowd. Hence this result. A very similar case is with Forum too!

A graph showing the products brought from Sukh Sagar:

PURCHASES MADE IN SUKH SAGAR Garments
20 Designer Wear
18 Shoes
16 Entertainment
Number of Responses
14 Home Furnishing
12 Music
10 Durables and Electronics
8 Cosmetics
6 Toys
4 Food/Beverages
2 Jewellery
0 Books
Sukh Sagar
Accessories
Graph No 6
This MALL is situated in Gandhi nagar popularly known as Majestic. It is

situated in the heart of the city. The other two shopping MALLS Alankar Plaza, City
Center are located close by. This area is known for cheaply priced clothing. Crowd come
to this area for garments and the graph shows the same about the purchase of the
shoppers. Thus graph showed a purchase of non branded garments (18) higher than
branded or designer wears (11).
Durables and Electronic include mobile, chargers, Cd’s etc which are priced less
here. People come to buy cassettes, cd’s, DVD’s etc. No place here for Entertainment
thus justifies the less average spending time of shoppers.
4.7 LOCATION CONVENIENCE:

The place the shoppers currently came from:

20
18
16
No of Responces
14
12 Home
10 Office
8 Shopping areas
6 Other Malls
4 Other Locations
2
0
Shopping Malls Graph No7
Forum:
Most of the shoppers i.e. 15 had come from home and 10 from office. So a total of
25 had directly, exclusively come to visit only Forum. Forum is located in the heart of
Koramangala. It has target audience covering the high-end residential zones of
Koramangla, Jaya Nagar, J.P. Nagar, HSR Layout, BTM Layout and Hosur road. Thus
Forum is in a catchment area. Most shoppers are from the areas mentioned above.
6 respondents had come from other shopping MALLS Globus and Big Bazaar
located close by. But this is a too low population which again suggests that shoppers
exclusively come to Forum. There are no shopping areas near by hence only 3 out of 40
had come from these areas. 6 shoppers were from other locations which is still low may
be because it is relatively new compared to the other MALLS.
5th Avenue:
8 shoppers and 9 shoppers had come from home and office respectively. A total
of 17 had come to 5th Avenue for shopping. 5th Avenue is located in the Brigade road. 10
shoppers came from the nearby shopping area like M.G.Road, Residency Road,
Commercial Street. 7 had visited after going to other MALLS like Safina Plaza, Mota

Royale Arcade etc. Brigade Road is a heard location for other location i.e. outstation
shoppers hence 8 of the shoppers were from other location.
Sukh Sagar:
Located in Gandhi bazaar also called Majestic.8 and 5 shoppers respectively had
come to visit it from home and office. 10 had come from the shopping area, Majestic
which is itself a huge shopping area. 8 had come to Sukh sagar from other MALLS like
Alankar Plaza, City center etc. 9 shoppers were from other location i.e. outstation.
Majestic is a famous known location for outstations.
The location is a commercial place hence people visiting directly from home and
office are relatively low compared to the above 2 MALLS.
4.8 SHOPPER’S ACCOMPANIED BY:

The shoppers’ usually bring along the following people as mentioned below in graph to
the MALLS:
SHOPPERS' ACCOMPANIED BY
14
12
10
No of Responces
Alone
8 Friends
Family
6 Spouse
Children
4 Colleagues
Any other
2
0
Shopping Malls
Graph No 8
Forum:
Most of the shoppers’ visit the MALL along with friends and colleagues (total
20). This is because most of the shoppers’ are between the age group of 15-25, which
means that most of the college goers come to Forum. Forum is located near colleges like
Christ college, Jyoti Nivas college and most of the software engineers too travel to this
MALL with colleagues too. It is also located near a fine residential area so there is a
equal proportion of family, spouse, children etc. Also family, children and spouse are
accompanied here because only here there is a place for entertainment.
5th Avenue:

Most of the shoppers’ visit the MALLS along with friends and family. Located at
Brigade road, it’s a hot destination for youngsters to come along with friends (13). The
accompanied being from outstation i.e. new couples (family = 8) is more as Brigade and
M.G. Road is projected to be honey mooner’s destination. The shopping area around is
full of entertainments hence the rate of family, spouse, children is good but lower than
Forum because Forum is a MALL dealing with all shoppers’, satisfying them. 5 th Avenue
is a MALL though lagging in a total entertaining package is located in a perfect location
too.
Sukh Sagar:
Sukh Sagar located in a commercial area attracts the accompanied being Family
and any other (out stationed people-Mostly relatives) accounting to 20 shoppers choosing
it. Accompanied by colleague is low because the area is not close to job holders. The
prime purpose of visiting this MALL being only to buy garments, durables etc, no place
for entertainment family and children accompanying them is low.
4.9 RECALL OF THE MALLS:

RECALLS
100
90
80
No of Responses
70
Spontaneous
60
Aided
50
Visited
40
30
20
10
0
r
m
tre
za
ue
le
ga
ru
ya
la
en
en
Sa
Fo
rP
Ro
Av
C
kh
ka
ity
a
h
ot
Su
an
5t
C
M
Al
Name of the Malls Graph No 9
Asking to recall the MALLS in Bangalore city the total of 120 samples gave the
above results. Looking at the demographic variables age and income the analysis said the
following:
Forum, 5th Avenue were recalled highest by the shoppers’ between the age 15-25
and the monthly household income >20,000. Mota Royale Arcade seemed to be recalled
by the middle income group and recalled and visited more by shoppers’ because of the
location it is in. Forums’ aided recall was comparatively was lower as this a new MALL
and either people know about it or not at all. It has yet to be known to outstation people.
Sukh Sagar, Alankar Plaza, City center were recalled by the middle age group and
a monthly household income <10000 to 20000. Alankar plaza had more number visitors
as compared to Sukh Sagar because it is a old MALL and most outstation shoppers’ are
well acquainted with it.
4.10 FREQUENCY?
The frequency of visit by the 120 interviewed shoppers’ :

FREQUENCY OF VISITING MALLS
Alankar Plaza
City Centre
Never
Mota Royale
First time
Shopping Malls
Once in 6 mths
Once in 2-3mths
Once a mth
Twice a mth
5th Avenue
Every week
2-3 times a week
Sukh Sagar
Forum
Graph No 10
0 10 20 30 40
No of Responses
The frequency of visit to Forum showed that most of them visited nearly every
week to twice a month i.e. 54 out of 120. Forum is the trendiest place to be today. A one-
stop shop for both shopping and recreation attract about 45% of the respondents. Only 4
respondents had never visited Forum. Closer look at these respondents revealed that these
respondents either are from a place where it is inconvenient to reach Forum or were out-
stationed who had not heard about Forum.

week> 2-3 times a
Twice a mth
Once a mth
Once in 2-3 mths.
Once in 6 mths.
Total
Every week
First time
Never
Forum 16 24 14 13 11 32 6 4 120
Sukh Sagar 11 12 14 34 22 19 2 6 120
5th Avenue 17 31 21 15 11 8 6 11 120
Mota 8 11 17 29 25 16 8 6 120
Royale
City Centre - 3 18 35 29 16 - 19 120
Alankar - - 14 32 37 20 - 17 120
Plaza
720
Table-2
Sukh Sagar showed that 67% of the respondents visited once a month to once in
six months. The main purpose of the respondents visiting here is shopping as there are
no recreational facilities here. 6 respondents had never visited it as they were not aware
about its existence.
In 5th Avenue 58% of the respondents visited 2-3 times a week to twice a month.
5th Avenue again has recreational facilities and its location advantage being at Brigade
Road has been the reason for the frequent visits. 11 of the respondents had never been to
5th Avenue either they had never visited Brigade road or they don’t go to Brigade road to
visit MALL but for enjoyment.
Mota Royale Arcade which is also located near the same location showed
different results. 59% of the people visited it from twice a month to once in 2-3 months.
This could be attributed to the absence of recreational facilities in the MALL.

68% of the respondents visit City Center visit twice a month to once in 2-3
months. 19 respondents had never visited this MALL reason figured out that most of the
upper segment (income) felt that such MALL were not for their class and had lesser
belief about product quality in this MALL.
Similar was the case with Alankar Plaza, 74% of the respondents visited it once a
month to once in six months. Attributing this frequency with the type of respondents i.e.
out stationed usually the frequency is lower. The respondents who had not visited the
MALL gave the same reason as given for City Center.
4.11 MODE OF TRANSPORT

Mode of Transport used by shoppers while going to Mall:

MODE OF TRANSPORT
25
NO OF RESPONDENTS
20
Two-wheeler
15 Car
Bus
10 Auto
Others
5
0
SHOPPING MALLS Graph No 11
Forum a place visited by youngsters had of course the largest mode of transport as
(13 out of 40) two wheeler, followed by the reach class mode of transport, the car (11 out
of 40). Transportation through bus, auto were comparatively lower then other MALLS.
Again two wheelers were voted to be the largest mode of transport where most of
office-goers own a bike. Bus followed next, traveled through by the out-stationed
respondents. Auto taken were less as traveling from Majestic to Brigade would cost
much to the out-stationed.
Sukh Sagar, most respondents being middle class responded bus as a means of
transport(20 out of 40). Two wheeler followed was chosen by the localities as a mode.
Auto were less as after reaching Majestic Bus Stand Sukh Sagar is at a walk able distance
and the one ways effect too.
4.12 MEANS OF THE ATTRIBUTES USED TO MEASURE ATTITUDE:

Attribute Mean Score Mean Score Mean Score

Mall Overall 6.40 4.63 4.31
Space between Stores 6.7 4.5 4.3
Ambience (Bright/Dull Lights) 6.6 5.1 5.5
Layout (Organised/Unorganised) 6.7 5.3 5.2
Shopping Experience 6.7 5.9 3.3
Convenient Location 6.4 6.4 6.3
Big Mall 6.5 5.1 4.6
Service 6.3 4.5 4.5
Reasonable Prices For Value 6 6.1 6
Clean 6.43 5.45 4.5
Fast Checkout 6.53 4.15 3.2
Display 6.18 4.8 3.9
Easy to find items 6.23 4.38 2.5
Impression 6.8 5.24 4.12
Physical Condition 6.4 3.6 5.63
Parking 6.23 2.54 2.1
Comfortable Elevation 6.6 2.95 3.42
Pleasant Smell Within 6.33 3.45 5.42
Pleasant Music Within 5.05 4.5 4.21
Security 5.88 4.11 3.51
Table-3

S.No Mall Mall Mean Comments

1 Forum 6.36 10 out of 19 attributes are rated higher than the mall
mean. Attributes do not dip too low on the negative
side mean. Most of the attributes are rated such that
their means are very close to the mall mean.

2 5th 4.63 9 out of 19 attributes are rated higher than mall mean.
Avenue Most of the attributes dip low on the negative side of
mean for e.g., Parking, Elevation, Pleasant Smell
Within, checkout. Attributes rated higher than the
mean are mostly the ones related to the impression of
the mall rather than the functional features of the mall.
3 Sukh 4.31 9 out of 19 attributes are rated higher than mall mean.
Sagar Here mall mean itself is too low and some of the
attributes like Parking, Security, Easy to find items
and many are rated too low i.e. they dip too low on the
negative side of mean. Attributes rated high are
Ambience, Convenient location, Value for money etc
which shows that it is rated higher on impression
related attributes rather than functioning of the mall.
4.13 HYPOTHESIS TEST:
ONE-SAMPLE STATISTICS
STATEMENTS
A - I visit malls only during weekends
B - I visit every mall that comes up in the city
C - Location of the mall is an important consideration while deciding to visit it
D - I consider the name of the mall before deciding to visit it
E - Given a choice, I would prefer going to nearby shopping areas

F - I don’t mind paying more in malls for the ambience it provides

G - I would visit a mall because it’s a one stop shop
H - I visit a mall mainly for shopping
I - I visit a mall mainly for hanging out / window shopping
N Mean Std. Deviation Std. Error Mean

A 120 .2750 1.4498 .2292
B 120 -.3750 1.0786 .1705
C 120 1.0500 1.0849 .1715
D 120 .2500 .9268 .1465
E 120 1.4000 .8412 .1330
F 120 .9000 .9819 .1553
G 120 -.2000 .9923 .1569
H 120 -.1250 1.1808 .1867
I 120 -.3750 1.1916 .1884
Table-4
The table shows the mean value of the rating given by the respondents regarding
Shopping Mall
Null hypothesis; H0 - There is no significance difference between the sample mean and
the assumed mean.
Alternate hypothesis: H1 There is significance difference between the sample mean and
the assumed mean.
Sample means as shown in the table
Assumed mean = 0
Significance level = 0.00
The significance level is less than 0.005, therefore reject null hypothesis.

There is significance difference between the sample mean and the assumed mean.
The important parameters which shoppers consider for choosing the Mall to shop
are those whose sample mean (as shown in table) are greater than assumed mean.
According to the shoppers the below mentioned parameters are the important
considerations to choose shopping.
 Location of the mall is
 Prefer going to nearby shopping areas
 Paying more in malls for the ambience it provides
5. SUMMARY AND FINDINGS
5.1 MAIN FINDINGS:

Behavioural Profile of the Shoppers:
• Most of the malls visited by people, if at all more than one, are for sure in the
neighborhood or at locations they already frequent. Location, as a criterion, becomes
more important for older people above 36 years of age and for younger ones in the
21-25 years age group.
• Awareness about the malls situated in city is very high; Forum enjoys highest
spontaneous recall of 76.66% and least aided recall of 11.66%, as Forum has added a

new dimension to the city it enjoys visiting of 81.66%. 5th Avenue enjoys
spontaneous recall of 52.5%, aided recall of 22.5% and 65.83% shoppers visited the
mall. Sukh Sagar enjoys spontaneous recall of 35%, aided recall of 17.5% and 55%
shoppers visited the mall. Most of the awareness is spread through newspapers where
either the mall advertise or the stores that advertise mention their locations by mall
names. Other means of awareness mentioned included word of mouth through family
and friends.
• Frequency of visit to malls clearly depends on whether the mall is in the
vicinity of their residence or workplace. The exception being youngsters who
frequent malls as a hang out area where they indulge in window – shopping and
entertain themselves with games and food.
• There were a variety of reasons quoted for visiting a mall which can be
clubbed as follows:
 For shopping (amongst all categories)
 For the variety of brand they house
 For entertainment (movies and other events)
 For recreational activities
 For consumption of various food items
 As an outing destination with families
 As a sophisticated hangout area with friendds
Attitude of the shoppers towards mall:
The concept of shopping, food and entertainment being clubbed under one roof is
accepted very well across geographies. Currently, the main value provided by malls is the
convenience of housing so many facilities and brands under one roof. It is one – stop
shop for them where they can enjoy themselves as well as fulfill their shopping needs.
Another advantage is that people are assured of the quality of products in a mall. There
were no particular disadvantages mentioned except that malls are usually not at
convenient locations for those not belonging to the neighbourhood. Location, parking
space and the store mix were three prominent factors that people saw as important in
relation to a mall.

Imagery of the Mall:

Forum: Forum was personified as unisex, a person in the age group of 20 – 25 years who
is rich. He/she is glamorous, trendy, fun loving, sporty and ultra modern. He/she is also
friendly and family oriented, snobbish, easily approachable. Professionally, he/she is a
model or an actor involved in niche roles. He/she is looked upon as belonging to
rich/upper class.
5th Avenue: 5th Avenue was personified as unisex, a person in the age group of 20 – 25
years who is rich. He/she is trendy, fun loving, blossoming and right mix of tradition and
modernity. He/she is also friendly and family oriented. He/she is looked upon as
belonging to rich or the upper middle class.
Sukh Sagar: Sukh Sagar was personified as unisex, a person in various age groups who
belongs to upper middle class or middle class that gives an impression of either a
confused imagery or it could also mean that the mall is meant for people of all age
groups.
5.2 RECOMMENDATION:
• MALL should be in a catchment area. For e.g. Forum got a competitive advantage of
this. Forum is located in the heart of Koramangala. It has target audience covering the
high-end residential zones of Koramangala, Jaya Nagar, J.P. Nagar, HSR Layout,
BTM Layout and Hosur road.
• The surrounding place also plays a key role. The locality has to be a place which is
inviting shoppers.

• The conversion rate is also high in MALLS were there is a mix between shopping
experience and a recreational facilities. Inclusion of such facilities like theatre, games
increases the conversion rate.
• The shoppers expect good restaurants in MALLS, a pleasant shopping and a attractive
ambience.
• The shops the shoppers expect a MALL to have:

 Garments, Designer wear, Gift shops, Shoe shops, Restaurant, Accessories,
Jewelry, Cosmetic, and Entertainment. Now-a-days they also shop for groceries
too.
The shops shoppers don’t visit are Home Furnishing, Durables and Electronic so
better not waste MALL space.
• The Imagery and the reputation of the MALL is one of the crucial elements which
determine the type (demographics) of shoppers visiting it.
5.3 CONCLUSION:
”MALLS” as a concept is still not very clear in the minds of shoppers.
Recalls are dominated by Mega-stores like Shoppers’ Stop, Lifestyle, Globus etc rather
than actual malls like Forum, 5th Avenue, Sukh Sagar, Mota Royale Arcade, Safina plaza.
In order for people to appreciate the benefits of a MALL, it is important for the mall
owner to make shoppers realize the difference between MALLS and other existing
formats in the retail industry. With so many MALLS opening up all around, it is
imperative for MALL developers to choose their catchment area, anchor stores and

positioning platform judiciously and know their target segment’s attitudes and behaviour
towards them.

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Attitude and Perception towards Shopping Malls

The organized retail industry in India stands at a booming Rs.18,000 crores

Alliance Business Academy, Bangalore 1

1.2 SOME OF THE ASPECTS OF RETAILING WHERE CHANGE HAS

Malls typically work on a catchment area philosophy. They concentrate on

 Introducing the concept to the target audience

Alliance Business Academy, Bangalore 2

Shoppers undergo important changes in their lifestyle in terms of their lifestyles,

Alliance Business Academy, Bangalore 3

Alliance Business Academy, Bangalore 4

1.3 SHOPPING MALLS: MYTHS & REALITIES

New shopping-malls having become operational in many cities across India, it is

Alliance Business Academy, Bangalore 5

As far as individual retailers' performance is concerned, even in the traditional

For example, in Delhi's case, it is possible for a retailer to be very successful in

In contrast, national retailers such as Shoppers Stop, or national exclusive brand

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The situation pertaining to shopping, for instance, would be no different in

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2. DESIGN OF THE STUDY

2.1 NEED OF THE STUDY:

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2.2 RESEARCH OBJECTIVES:

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• Researchers / Students: Malls is an upcoming sector in the retail industry at present.

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2.5 RESEARCH METHODOLOGY:

Sampling technique: Stratified sampling (according to age) followed by quota

Sample size: 120

2.6 SAMPLING GRID:

MALLS Forum 5th Avenue Sukh Sagar

2.7 RATIONALE FOR THE SAMPLE DESIGN:

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 Teenagers (15-20 years)

2.8 RESEARCH INSTRUMENT:

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2.8.1 RESEARCH METHOD: Survey method

2.8.3 RESEARCH TYPE: A descriptive study is carried out to determine

2.9 PROFILE OF RESPONDENTS:

2.10 DATA ANALYSIS PLAN:

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2.11 LIMITATIONS OF THE STUDY:

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2.12 OPERATIONAL DEFINATION & CONCEPT

Perception can be defined as the process by which an individual selects, organizes,

The study of perception is largely the study of what we subconsciously add to or

2.12.2 DYNAMICS OF PERCEPTION:

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Individuals are very selective as to which stimuli they “recognize”; they

2.12.3 PERCEPTUAL SELECTION:

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2.12.4 IMPORTANT SELECTIVE PERCEPTION CONCEPTS:

• SELECTIVE ATTENTION: Consumers tend to have a heightened awareness of

• PERCEPTUAL DEFENSE: Consumers subconsciously screen out stimuli that

• PERCEPTUAL BLOCKING: Consumers protect themselves from being

2.12.5 PERCEPTUAL ORGANISATION:

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2.12.6 PERCEPTUAL INTERPRETATION:

The interpretation of stimuli is also uniquely individual, because it is based on

2.13 CONSUMER IMAGERY: