MOHAN LAL SUKHADIA UNIVERSITY, UDAIPUR

A Project Study Report On

CUSTOMER SATISFACTION TOWARD CELEBRATION MALL

Submitted in partial fulfillment for the Award of degree of Bachelor of Management Studies

Submitted by: Naresh jain BMS 2nd SEM

Submitted to:Ms. Anubha Mathur Assistant Professor

ADVENT INSTITUTE OF MANAGEMENT SCIENCE & TECHNOLOGY (UG)

DECLARATION
I NARESH JAIN hereby declare that the project report entitled CUSTOMER

SATISFACTION TOWARD CELEBRATION MALL submitted in partial fulfillment of the requirement for the degree of BMS from Advent Institute Of Management Science & Technology (UG), is my original work and is not submitted for the award of any other degree, diploma, any other similar title or prize.

Place: Date:

Name: Signature

PREFACE
Bachelor of Management Studies (B.M.S.) one of the most reputed courses, which includes both the theoretical and practical training as a part of 3-year curriculum. Practical training is an important part of management courses. Theoretical studies in the classrooms are not sufficient to understand the complex and large sized organization. With the rapid changing technology socio-economic and politico-legal environment and the trend towards globalization of business and industries, marketing has become a very challenging job. The project study process is an endeavour to convert all thats virtual into a real image i.e. it helps in applying all the theoretical concepts into the real corporate world. It helps in developing the managerial skills using which we can convert abstracts into language. In this report, First chapter deals with the Introduction of Celebration mall. Second chapter deals with the Research Methodology. third chapter is related to Data Analysis and Interpretations. forth chapter deals with findings. fifth chapter shows conclusions.

It gives me a great pleasure to acknowledge my humble &sincere indebtedness to our Principal Ms. Amita Singhvi for providing us excellent facilities & encouragement despite of his multiple responsibilities. I wish to place one record my sense for respect & gratitude to Ms. Anubha Mathur for her keen interest and tireless efforts at all stages of this undertaking. I owe this achievement to my respected parents & my friends for their appreciation and help I received during the course of my endeavors while working in the research.

NARESH JAIN. BMS-2 semester

CONTENTS 1) Chapter-1
Introduction

2) Chapter-2
Research Methodology
a) Objectives of Research b) Types of Research c) Types of Data collection d) Sampling Technique e) Target Audience f) Sampling Unit g) Sample Size h) Limitations of the Research i) Types of Questionnaire j) Types of Questions

3) Chapter-4
Data Analysis and Interpretation

4) Chapter-6
Findings

5) Chapter-7
Conclusion

6) Bibliography 7) Appendix (Questionnaire)

CHAPTER: 01

INTRODUCTION OF INDUSTRY
Numerous covered shopping arcades, such as the 19th-century Al-Hamidiyah Souq in Damascus, Syria, can be considered precursors to the present-day shopping mall.[5] Isfahan'sGrand Bazaar, which is largely covered, dates from the 10th century. The 10 kilometer long covered Tehran's Grand Bazaar also has a long history. The Grand Bazaar of Istanbul was built in the 15th century and is still one of the largest covered markets in the world, with more than 58 streets and 4,000 shops. Gostiny Dvor in St. Petersburg, which opened in 1785, may be regarded as one of the first purposely-built mall-type shopping complexes, as it consisted of more than 100 shops covering an area of over 53,000 m2 (570,000 sq ft). The Oxford Covered Market in Oxford, England opened in 1774 and still runs today. The Burlington Arcade in London was opened in 1819. The Arcade in Providence, Rhode Island introduced the retail arcade concept to the United States in 1828. This was a forerunner of today's shopping mall [6] The Galleria Vittorio Emanuele II in Milan, Italy followed in the 1870s and is closer to large modern malls in spaciousness. Other large cities created arcades and shopping centres in the late 19th century and early 20th century, including the Cleveland Arcade, Dayton Arcade andMoscow's GUM, which opened in 1890. Early shopping centers designed for the automobile include Market Square, Lake Forest, Illinois (1916) and Country Club Plaza, Kansas City, Missouri (1924). An early indoor mall prototype in the United States was the Lake View Store at Morgan Park, Duluth, Minnesota, which was built in 1915 and held its grand opening on July 20, 1916. The architect was Dean and Dean from Chicago and the building contractor was George H. Lounsberry from Duluth. The building is two stories with a full basement, and shops were originally located on all three levels. All of the stores were located within the interior of the mall; some shops were accessible from inside and out. In the mid-20th century, with the rise of the suburb and automobile culture in the United States, a new style of shopping centre was created away from downtown.[7]

Early examples The Cleveland Arcade was among the first indoor shopping arcades in the US and an architectural triumph. When the building opened in 1890, two sides of the arcade had 1,600 panes of glass set in iron framing and is a prime example of Victorian architecture. The early shopping center in the United States took shape at the Grandview Avenue Shopping Center (the "Bank Block") in Grandview Heights, Ohio in 1928, the first regional shopping center in America that integrated parking into the design. This general plan by Don Monroe Casto Sr. became the prototype of shopping centers for several decades.[8] Other important shopping centers built in the 1920s and early 1930s include Country Club Plaza in Kansas City, Missouri, the Highland Park Village in Dallas, Texas; River Oaks in Houston, Texas; and Park and Shop in Washington, D.C.. The suburban shopping center concept evolved further in the United States after World War II. Bellevue Shopping Square (now known as Bellevue Square) opened in 1946 in Bellevue, Washington, a suburb of Seattle. Then came the Broadway-Crenshaw Center (known today as Baldwin Hills Crenshaw Plaza), which was dedicated, in Los Angeles, in 1947. Two more suburban shopping centers were completed in 1949. Town and Country Drive-In Shopping

Center (Town and Country Shopping Center), in Whitehall, Ohio was a strip-type complex erected in the environs of Columbus, Ohio. Park Forest, Illinois' Park Forest Plaza (Park Forest Downtown) was built along the lines of a cluster-type complex. It was situated in the southern suburbs of Chicago, Illinois. The suburban shopping mall, as Americans came to know it, came into being with the opening of Seattle's Northgate Center (presently known as Northgate Mall) in April 1950. This was followed by Lakewood Center (1951), inLakewood, California, Shoppers' World (1951), in Framingham, Massachusetts, Stonestown Center (now Stonestown Galleria) (1952) in San Francisco, California and Northland Center (1954), in Southfield, Michigan. Open-air-type malls were also built in Canada and Australia. Don Mills Convenience Centre (now Shops at Don Mills) opened in 1955, in Toronto, Ontario. Cher side Drive-In Shopping Centre started trading to the public in 1957, in Brisbane. The fully enclosed shopping mall did not appear until the mid-1950s. One of the earliest examples includes the Valley Fair Shopping Center in Appleton WI [9] which opened in March 1955. Valley Fair featured a number of modern features including a large parking area, anchor stores and restaurants.[10] The idea of a regional-sized, fully enclosed shopping complex was pioneered in 1956 by the Austrian-born architect and American immigrant Victor Gruen.[11] This new generation of regional-sized shopping centers began with the Gruen-designed Southdale Center, which opened in the Twin Cities suburb of Edina, Minnesota, USA in October 1956. For pioneering the soon-to-be enormously popular mall concept in this form, Gruen has been called the "most influential architect of the twentieth century" by Malcolm Gladwell.[12] The first retail complex to be promoted as a "mall" was Paramus, New Jersey's Bergen Mall. The center, which opened with an open-air-format in 1957, was enclosed in 1973. Aside from Southdale Center, significant early enclosed shopping malls were Harundale Mall (1958), in Glen Burnie, Maryland, Big Town Mall (1959), in Mesquite, Texas, ChrisTown Mall (1961), in Phoenix, Arizona, and Randhurst Center (1962), in Mount Prospect, Illinois. The first fully enclosed shopping mall in Canada was Wellington Square. It was designed for Eaton's by John Graham Jr. as an enclosed mall with a department store anchor and

subterranean parking.[13] It opened in downtown London, Ontario, on August 11, 1960. After several renovations, it remains open today as Citi Plaza.[13] Other early malls moved retailing away from the dense, commercial downtowns into the largely residential suburbs. This formula (enclosed space with stores attached, away from downtown, and accessible only by automobile) became a popular way to build retail across the world. Gruen himself came to abhor this effect of his new design; he decried the creation of enormous "land wasting seas of parking" and the spread of suburban sprawl.[1][14] In the UK, Chrisp Street Market was the first pedestrian shopping area built with a road at the shop fronts. The first mall-type shopping precinct in Great Britain was built in the downtown area of Birmingham. Known as Bull Ring Centre (now Bull Ring Birmingham), it was officially dedicated in May 1964. This was followed by Brent Cross Centre, Britain's first out-of-town shopping mall, which was dedicated, on the northern outskirts of London, in March 1976. In the United States, developers such as A. Alfred Taubman of Taubman Centers extended the concept further, with terrazzo tiles at the Mall at Short Hills in New Jersey, indoor fountains, and two levels allowing a shopper to make a circuit of all the stores.[15] Taubman believed carpeting increased friction, slowing down customers, so it was removed.[15] Fading daylight through glass panels was supplemented by gradually increased electric lighting, making it seem like the afternoon was lasting longer, which encouraged shoppers to linger.[16][17] Ala Moana Center in Honolulu, Hawaii is currently the largest open-air mall in the world and was one of the largest malls in the United States when it opened for business in August 1959. It is currently the sixteenth largest in the country. The Outlets at Bergen Town Center, the oldest enclosed mall in New Jersey, opened in Paramus on November 14, 1957, with Dave Garroway, host of The Today Show, serving as master of ceremonies.[18] The mall, located just outside New York City, was planned in 1955 by Allied Stores to have 100 stores and 8,600 parking spaces in a 1,500,000 sq ft (140,000 m2) mall that would include a 300,000 sq ft (28,000 m2) Stern's store and two other 150,000 sq ft (14,000 m2) department stores as part of the design. Allied's chairman B. Earl Puckett confidently announced The Outlets at Bergen Town Center as the largest of ten proposed centers, stating that there were 25 cities

that could support such centers and that no more than 50 malls of this type would ever be built nationwide

Chapter: 02
Introduction to the organization
The Celebration Mall, Udaipur is the first heritage mall in the city offering world class shopping and lifestyle experience under one roof. Located at Bhuwana, NH8, the mall is just 5km away from the famous Lake Palace Hotel and the old city, less than 3km from Sukhadia

Circle (a local attraction) and less than a kilometer from the road that leads to tourist attractions such as Mount Abu, the hill station of Rajasthan and Ranakpur, the city with the world famous Jain temples. Designed by Parul Zaveri and Nimesh Patel, the famed architectural team behind the landmark Oberoi Udaivilas. Built in ethnic architectural style, the mall is the first iconic heritage mall in India with a unique blend of ethnicity on the outside with modern conveniences within and can be considered a landmark of Udaipur - iconic, different. Udaipur offers a consumer base of around 17 lakhs waiting to be tapped. Udaipur also has the highest per capita income in Rajasthan, being higher than that of Hyderabad, Indore, Bhopal, Kanpur etc. Udaipur serves as major regional trading hub and serves as HQ for surrounding districts. Consumers have grand incomes, rising aspirations but a scarcity of retail avenues. The Celebration Mall, Udaipur will bring to the city its first multiplex-PVR, in addition brands like
The Celebration Mall, Udaipur is owned by Flicker Projects Pvt. Ltd- a joint venture between CapitaMalls Asia Limited and Advanced India Projects Limited (AIPL).McDonalds, Reliance

Trends, Hungama Gaming Arcade and lots more.

The Celebration Mall, Udaipur is managed by CapitaLand Retail Properties Management India Pvt Ltd, the mall management arm of CapitaMalls Asia in India.

A shopping mall is a building or group of buildings that contains stores. The stores are connected by walkways so that consumers can easily walk between the stores. Shopping malls can be built in an enclosed or open-air format.

About celebration mall, Udaipur

The Mall The Celebration Mall,Udaipur is the first mall in the city offering world class shopping and lifestyle experience under one roof. Located at Bhuwana, NH8, the mall is just 5km away from the famous Lake Palace Hotel and the old city, less than 3km from Sukhadia Circle (a local attraction) and less than a kilometre from the road that leads to tourist attractions such as Mount Abu, the hill station of Rajasthan and Ranakpur, the city with the world famous

Jain temples. Designed by Parul Zaveri and Nimesh Patel, the famed architectural team behind the landmark Oberoi Udaivilas. Built in ethnic architectural style, the mall is the first iconic heritage mall in India with a unique blend of ethnicity on the outside with modern conveniences within and can be considered a landmark of Udaipur - iconic, different. Udaipur offers a consumer base of around 17 lakhs waiting to be tapped. Udaipur also has the highest per capita income in Rajasthan, being higher than that of Hyderabad, Indore, Bhopal, Kanpur etc. Udaipur serves as major regional trading hub and serves as HQ for surrounding districts. Consumers have grand incomes, rising aspirations but a scarcity of retail avenues. The Celebration Mall, Udaipur will bring to the city its first multiplex-PVR, in addition brands like McDonalds, Reliance Trends, Hungama Gaming Arcade and lots more.
.

The Owner The Celebration Mall, Udaipur is owned by Flicker Projects Pvt. Ltd- a joint venture between CapitaMalls Asia Limited and Advanced India Projects Limited(AIPL).

CapitaMalls Asia Limited, is one of the largest listed shopping mall owners, developers and managers in Asia by total property value of assets and by geographic reach. CapitaMalls Asia has an integrated shopping mall business model encompassing retail real estate investment, development, mall operations, asset management and fund management capabilities. It has interests in and manages a pan-Asian portfolio of 89 shopping malls across 49 cities in the five countries of Singapore, China, Malaysia, Japan and India, with a total property value of approximately S$22 billion and a total GFA of approximately 71 million square feet. Shopping malls in the portfolio include ION Orchard and Plaza Singapore which are located in one of the world's most famous shopping streets, Orchard Road Raffles City Singapore and Clarke Quay in Singapore. Our landmark shopping malls in China are Xizhimen Mall and Wangling Mall in Beijing; Raffles City Beijing and Raffles City Shanghai. The portfolio also includes Gurney Plaza in Penang, Malaysia Vivit Square in Tokyo, Japan as well as Forum Value Mall in Bangalore, India.

CapitaMalls Asia's principal business strategy is to invest in, develop and manage a

diversified portfolio of real estate used primarily for retail purposes in Asia, and to strengthen its market position as a leading developer, owner and manager of shopping malls in Asia.

Advance India Projects Limited (AIPL) is India's premier real estate development company with a multi-dimensional portfolio ranging from commercial to retail and residential segments. AIPL continues to transform the look and texture of India with innovative commercial landmarks, unprecedented retail developments and exclusive residential communities.

The Manager The Celebration Mall, Udaipur is managed by CapitaLand Retail Properties Management India Pvt Ltd, the mall management arm of Capita Malls Asia in India.

CHAPTER:03

Research Methodology

Objectives of Research
The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has it own specific purpose, we may think of research objectives as falling into a number of following broad grouping: a) To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory of formulative research studies) ; b) To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies) ; c) To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in this view are known as diagnostic research studies) ; d) To test a hypothesis of a casual relationship between variables (such studies are known as hypothesis-testing research studies). Research in common parlance refers to a search for knowledge. It can also be defined as a scientific and systematic search for pertinent information on a specific topic. It is an art of scientific investigation. Research is an academic activity and as such the term should be used in a technical sense. It is the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of art.

TYPE OF RESEARCH

1) Descriptive Research
Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. The main characteristics of this research method are that the researcher has no control over the variables; he can only report what has happened or what is happening.

TYPE OF DATA COLLECTION

The task of data collection begins after a research has been defined and research design/plan chalked out.

1) Primary Method
The Primary data are those which are collected afresh and for the first time, and thus happen to be original in character. We collect primary data during the course of doing experiments in an experimental research but in case we do research of the descriptive type and perform surveys, whether sample survey or census surveys, then we can obtain primary data either through observation or through direct communication with respondents in one form or another or through personal interviews.

Sampling Techniques

1) Random sampling
It is the purest form of probability sampling. Each member of the population has an equal and known chance of being selected. When there are very large populations, it is often difficult or impossible to identify every member of the population, so the pool of available subjects becomes biased. 2) Convenience sampling It is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. This no probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample. 3) Judgment sampling It is a common no probability method. The researcher selects the sample based on judgment. This is usually an extension of convenience sampling. For example, a researcher may decide to draw the entire sample from one "representative" city, even though the population includes all cities. When using this method, the researcher must be confident that the chosen sample is truly representative of the entire population.

Target Audience
We cannot say everybody as our target audience. There are probably certain groups of people or market segments that are more likely than others to want our product. Demographics describe the profile of a particular market segment. Psychographics are the attitudinal traits people exhibit in their approach to life.

Sampling Unit

Simple random sampling is the most intuitive sampling approach. If every household in the population has some unique identifier, such as a number or the name of the head of the household, and we know how many households we want to include in the survey sample, then we could simply write this identifier for each household on a separate piece of paper, put all the pieces of paper in a bag, shake well, and draw as many from the bag as we need to achieve our intended sample size. This is simple random sampling.

Sample Size
THE SAMPLE SIZE FOR THIS RESEARCH IS 50 RESPONDENTS.

SAMPLING METHODOLOGY:

Sample Size 50 respondents Sampling Area Udaipur Sampling Technique - Random Sampling technique

LIMITATIONS

Every study, no matter how well it is conducted, has some limitations. This is why it does not seem reasonable to use the words "proving" and "disprove" with respect to research findings. It is always possible that future research may cast doubt on the validity of any hypothesis or the conclusions from a study. Some of these are: a) It is limited to the age group of 25-45 years. b) I found the biggest limitation as lack of time. c) We cannot make causal conclusions from case studies. This is true because we cannot rule out alternative explanations. d) Experiments involving the random assignment of participants to conditions may allow us to make causal conclusions if the variables that are manipulated are not confounded with other variables. However, there still may be limitations with respect to the generality of the findings. The experiment may have involved a specific group of people, certain situations, and only some of the possible conceptualizations of variables. Thus, we may not know whether the findings will generalized to other people, situations, or conceptualizations of the variables.

Types of Questionnaire
Structured non Disguised Questionnaire Questions are listed in a pre-arranged order. Respondents are told about the purpose of collecting information.

Types of Questions

1 ) Cl o s e d e n d e d q u e s t i o n s : In the closed ended type of questions, the respondent is asked to select from a fixed list of
replies. Respondent has to choose any one of the options given or multiple options This facilitates coding and helps in quantifying the answer to the questions. Respondents dont have to think much and answer within the options given.

2.) Open ended questions:

Respondents are free to answer the questions in their own words. It does not restrict them to choose from the given alternatives as in closed-ended questions. The respondent expresses his/her thoughts in a freewheeling manner.

Chapter 3
Q(1) What is your age? (a) up to 12 years (b) 12 to 25 10 15

(c) 25 to 40 (d) above 40

15 10

above 40 20%

up to 12 years 20%

25 to 40 30%

12 to 25 30%

Q(2) What is the main purpose for visiting celebration mall? a) b) c) d) e) f) business meeting gaming movie shopping eating time pass 5 12 13 5 5 10

business meeting 10%

timepass 20% gaming 25%

eating 10%

shoping 10% movie 25%

Q3. How many times you visit the mall?

Once a week Daily Once a month occasionally

10 5 25 10

occasionally 20%

once a week 20%

daily 10%

once a month 50%

Q4. Do you find the mall expensive?

Yes 20

No 30

yes 40%

no 60%

Q5. Which is your favorite eating zone in the mall?

Nirulas Caf coffee day Stall McDonalds 10 10 7 23

nirula's

Caf coffee day

stall

McDonalds

20% 46% 20%

14%

Q6. Do you want some local shops in the mall? Yes 35 No 15

yes

no

40%

60%

Q7. Are you satisfied with the fish therapy?

Yes 30

No 20

yes

no

40%

60%

Q8 Which local shops you like to see in the mall? Saree and suits 10

Western outfit Jewellery and accessories Bakery shop Electronics Footwear others

7 9 13 4 4 3

Footwear , 4, 8% Electronics , 4, 8%

others, 3, 6%

Saree and suits, 10, 20%

Western outfit, 7, 14% Saree and suits Western outfit Jewellery and accessories

Bakery shop, 13, 26%

Bakery shop Electronics Footwear others Jewellery and accessories, 9, 18%

Q9. Are you satisfied with the accessibility to all the shops?

Yes

40

Yes

60

yes

no

40%

60%

Q10. Is the gaming zone of mall entertaining?

Yes

24

No

26

yes

no

45%

55%

Q11. Why you like to visit P.V.R. cinemas as comparative to local theater?

Standerd Picture and sound quality Hygiene Others

20 10 10 10

standerd

picture and sound quality

hygiene

others

20% 40%

20%

20%

Q.12 which stores would you like to see in the mall in future? Life style Shopper stop pantaloons Others 12 18 21 9

life style

shopper stop

pantaloons

others

15%

20%

35%

30%

Q13. Are you satisfied with the hygiene level of the mall?

Yes

35

No 15

yes

no

30%

70%

Q14 Are you satisfied with the parking facility of the mall?

Yes

25

No 25

yes

no

50%

50%

Q15. Do you enjoy the programs which are conducted in the weekend in the mall?

Yes

40

No 10

yes

no

20%

80%