analysis of purchasing habits of shopping mall retail
TRANSCRIPT
Study of Buying Pattern Shopping Malls (Retail Stores) Customers
(With Reference To Retail Stores in Pune & PCMC.)
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Proposed Research work
1. I) Project Title: Study of Buying Pattern Shopping Malls (Retail Stores)
Customers (with reference to retail stores in Pune and Pimpri- Chinchwad.)
ii) Introduction
Origin of the research problem
Retail sector is one of the booming sectors for product promotion for every new and existing manufacturer’s as it provides easy access to particular class of customers. In growing demand for branded products and customized selling made retail shops more consumer friendly and influence there living standard as well as there consumption habits. Retail stores leads to change the consumption pattern and also amount of funds involved. This is dually observed that growing income of urban consumers has changed there consumption pattern and nature of purchase.
Recently retail industries are also working aggressively in field of sales management and product promotion. Growing brand awareness and incomes results in relative changes in buying pattern of urban consumers. They are now not only influenced by advertised but also mob in shopping malls and the presentation and schemes of shopping malls.
Interdisciplinary relevance
The emerging sectors retailing, one of the largest sectors in the global economy, is going through a transition phase not only in India but the world over. Traditional retailing has established in India for some centuries, mostly owner-operated, has negligible real estate and labor 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. There are the political parties who say that the Giants malls are a threat to the existence of the small players let it be a convenience store owner, or a hawker. “Structural changes in retail will surely start affecting a large number of small retailers at some stage, be it after one or two decades, especially when the overall size of the organized retail in reaches about 25-30%,” said the report prepared by researchers of the Michigan State University (MSU).
This research is related with study of influence over consumer of promotion strategies and sales management of retail store. This study tries to find relative impact of CRM approach of retail store over buying budget and pattern over urban Indian Consumers.
*Review of Research and Development in the Subject:
International Status: Not in Indian Context
a) The Impact Of Mega-Retail Stores On Small Retail Businesses: The Case Of Sudbury, Northern Ontario, Canada[1], Jean Charles Cachon, Barry Cotton and Jorge Virchez Revista Mexicana De Estudios Canadienses
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b) Roberts, Bryan (2004): ‘From Marginality to Social,Exclusion: From Laissz-Faire to Pervasive, Engagement’, Latin American Research,Review, Vol 39, No 1, pp 196-97.
National Status: a) “Impact of Malls on Small Shops and Hawkers”; Powered by Anuradha Kalhan,
Economic and Political Weekly June 2, 2007 2063
b) Research of Indian Council for Research on International Economic Relations (ICRIER)
c) 2008 India Brand Equity Foundation, An initiative of the Ministry of Commerce & Industry, Government of India C/O Confederation of Indian
d) Mukherjee A and Nishita Patel (2005): ‘FDI in Retail Sector India: A Report, by ICRIER and Ministry of Consumer Affairs, Government of India’, Indian Council for Research on International Relations, New Delhi.
e) ‘The Impact of Organized Retailing on the Unorganized Retail Sector’, a long-awaited study by the Indian Council for Research on International Economic Relations
Significance of the study
i) Finding of the research will be very useful for Central and State Government to formulate then policies regarding to retailing in India.
ii) Also the finding will be very useful for big MNC’s, those who want to start there business in India and also local retailers can formulate there strategies for local business.iv) The immense beneficiaries of these research findings will be the local small retailers, they may select policies, strategies to survive and make profit in this area of organized retailing.
v) Social activities and social leaders, who always strive for good of society will get deep insight of this subject, enables them to act accordingly.
iii) Objective:
a) To study test and preferences of retail store customers and nature
of buying.
b) To analyze and study financial impact over monthly budgets of
consumers.
c) To study pricing policies of retail marketing and unorganized sector
compare them.
d) To analyze companies role in retail marketing.
e) To study impact of retail over brand awareness.
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f) To study impact of retail purchasing over consumer living
standards of consumer.
g) To analyze different forces acting on consumers while purchasing
from retail shopping malls.
iv) Methodology
Questionnaire based survey of different retailer’s stores in and around Pune. Total
1000 sample size is expected to analyze to generalize the results. Mostly close
ended questions were asked and various retailers interviewed. The data for the
study will be collected from customers, retailers and malls.
a) Individual Customers :
The selection of the sample will be done by stratified random sampling method. The
percentage will be given to each segment is as under:
Sr.
NoType of customer Percentage
1 Individuals with income less than Rs.10,000/- 20
2 Individuals with income between Rs.10,001/- to Rs. 30,000/- 40
3 Individuals with income between Rs.30,001/- to Rs. 50,000/- 20
4 Individuals with income more than Rs.50,001/- 20
The detailed percentage for each category is follows
1. Individuals : Within the individual customers the sex wise percentage will be given
as under
Sex Male Female
Percentage 55 % 45%
By considering the above sex wise percentage the sample will represents following
segments.
Sr No Type of Customers Percentage
1 Students 14
2 Bachelors 20
3 Recently Married 28
4 Middle Age Group 28
5 Senior Citizens 10
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2. Economic Background : This segments will cover following
Sr.
NoType of customer Percentage
1 Individuals with income less than Rs.10,000/- 20
2 Individuals with income between Rs.10,001/- to Rs. 30,000/- 40
3 Individuals with income between Rs.30,001/- to Rs. 50,000/- 20
4 Individuals with income more than Rs.50,001/- 20
3. Retailers: This segment will cover following industries.
Sr No Type of retailer Percentage
1 Grocesary 20
2 General Stores 20
3 Ready Made & Cloth Stores 20
4. Electronic items 20
5. Others 20
b) Malls :
The researcher will collect the data from all the Malls operating in Pune and PCMC
area.
c) Hypothesis
1. There has been increasing competition among the upcoming malls and retailers
resulting in charging prices less than MRP or offering discounts or gifts maximizing
satisfaction to the customers.
2. Malls have been successful in attracting the customer’s community at large.
3. Malls are successful in making customers buy more than the need, and also
successful in effective time management to evenly distribute the busy / peak hours
customer load.
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v) Year wise Plan of work and targets to achieve (PERT Chart).
PROGRESS CHART
05 8 12 15
2025
3545
5055
6575
85 88 9095 98 100
0102030405060708090
100
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Month / Period
% c
om
ple
tio
n e
xpec
ted
2nd Month: finalization of research questionnaire and collection of sample
specification
8th Month: review of data collection and analyze respondents and frame
further data collection policy
12th Month: completion of data collection and sampling. Commencement of
literature review and writing.
13th Month: commencement of data analysis.
16th Month: completion of statically analysis of data collected and beginning of data
interpretation.
17th Month: review of conclusion with consultation with other experts
19th Month: submission of project report to BCUD with all non financial details.
vi) Scheme of Research
Pilot Questionnaire will be prepared
Pilot survey will be conducted
Final Questionnaires will be prepared
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Collection of primary data (Filling of questionnaires & interviews)
Collection of secondary data
Data Analysis
Results and discussion
Summary and conclusion
Suggestions for improvement
VII) CHAPTER SCHEME:
Chapter I – Introduction:
1.1 Introduction, 1.2Retailing in world , 1.3Retailing in India, 1.4Scope and Recent development in retailing, 1.5Organized retailing, 1.6Unorganized retailing.1.7Summary
Chapter II – Details of Pune City and PCMC area
2.1 Historical background of Pune city2.2 Geographical background of Pune city2.3 Historical background of Pimpri – Chinchwad Municipal Corporation area.2.4 Geographical background of Pimpri – Chinchwad Municipal Corporation area.
Chapter III – Malls in Pune City and PCMC
3.1 Malls in Pune Municipal Corporation area.3.2 Malls in Pimpri – Chinchwad Municipal Corporation area.
3.3 Summary
Chapter IV – Need of the study
4.1 Need of the study 4.2 Choice of the subject 4.3 Significance to local business environment
4.4 Summary
Chapter V – Review of Literature:
5.1 Government Reports 5.2 Books 5.3 Periodicals 5.4 Research Journals 5.5 News Papers.
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5.6 Summary
Chapter VI – Research Methodology:
6.1 Research Setting 6.2 Objectives, 6.3 Hypothesis, 6.4 Period of study, 6.5 Sources of information. 6.6 Summary
Chapter VII – Data Collection:
7.1 Preparing questionnaire, 7.2 Primary data, 7.3 Secondary data, 7.4 Organization of Data. 7.5 SummaryChapter VIII – Analysis of Data:
8.1 Tabulating information in meaning way, 8.2 Descriptive Statistics, 8.3 Inference Statistics. 8.4 SummaryChapter IX – Results and Discussion:
9.1 Various tables, 9.2 Their Results and accordingly discussion. 9.3 SummaryChapter X – Conclusions & SugestationsChapter XI: Bibliography
11.1 Appendix, 11.2 Bibliography, 11.3 Terms, 11.4 Technical definition, 11.5 Abbreviation used.
VII) Relevant Bibliography
1)2008 India Brand Equity Foundation, An initiative of the Ministry of Commerce &
Industry, Government of India Confederation of Indian
2) ‘The Impact of Organized Retailing on the Unorganized Retail Sector’, a long-
awaited study by the Indian Council for Research on International Economic
Relations.
3) Anuradha Kalhan, Economic and Political Weekly June 2, 2007 2063, Impact of
Malls on Small Shops and Hawkers
4) Jean Charles Cachon, Barry Cotton and Jorge Virchez, REVISTA MEXICANA
DE ESTUDIOS CANADIENSES Nuevo epoch ,
5) Bremen, Jan (2003): The Laboring Poor, Oxford University Press, and New
Delhi.8
6) CHI – A T Kearney (2006): Retail In India – Getting, Organized to Drive Growth,
CHI, New Delhi.
7) Davis, Mike (2006): Planet of Slums, Verso, London. Government of India
(2004): National Policy on Urban Street Vendors, Department of Urban Employment and
Poverty Alleviation.
8) Label, Harold (1991): The Informal Sector in the 1980s and 1990s,
Development Centre of the OECD, Paris.
9) Mukherjee A and Nishita Patel (2005): ‘FDI in Retail Sector India: A Report, by
ICRIER and Ministry of Consumer Affairs, Government of India’, Indian Council for
Research on International Relations, New Delhi.
10) Roberts, Bryan (2004): ‘From Marginality to Social Exclusion: From Laissz-
Faire to Pervasive Engagement’, Latin American Research Review, Vol 39, No 1, pp
196-97.
11) United Nations Human Settlement Programme (2003): The Challenge of
Slums: Global Report on Human Settlements, Earth scans Public
12) Archer, JOSS. and D. Taylor (1994). Up Against the Wall-Marts. New York:
American Management Associations.
13) Beaumont, CUE... (1994). How Superstore Sprawl Can Harm Communities…
And What Citizens Can Do About It. Washington: National Trust For Historic
Preservation.
14) Berry, L.L. (1999). Discovering the Soul of Service. New York: Free Press.
15) Berry, L.L. (2001). “The Old Pillars of New Retailing” Harvard Business
Review, 79, 4, 131-137.
16) Cachon, J.-C. et al (2001). “Les entrepreneurs Franco-Ontarians dams les PIE
du Nord de lothario : context économique, profil général et profil sectoriel” Revue
du Nou vel Ontario, 26, 9-44.
17) Cachon, J.-C., and G. B. Cotton (1997). The INOVE Project. Sudbury:
Laurentian University.
18) Cachon, J.-C. (1990). “Perception du rôle d’une caisse populaire” Revue du
Nouvel-Ontario 12, 205-215.
19) Retailing Management by Michael Hery,Tata McGraw Hill Publication, 2006.
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20) Retailing Management by Swarup Pradhan, Tata McGraw Hill Publication,
2007.
21) Retailing in India: Trends and opportunities Retailing in India: Trends and
Opportunities Priya Chandrasekhar (Business Line: Catalyst Thursday, February
15, 2001)
22) Talpade, Salil, Haynes, Joel, “Consumer shopping behavior in malls with large
scale entertainment centers”, Mid-Atlantic Journal of Business, June 1 1997
23) Bellenger, D.N., Robertson D.H. & Greener A., . “ Shopping center patronage
motives”, Journal of Retailing, 1997
24) Retailing Management by Michael Hery,Tata McGraw Hill Publication, 2006.
25) Retailing Management by Swarup Pradhan, Tata McGraw Hill Publication,
2007.
26) Talpade, Salil, Haynes, Joel, “Consumer shopping behavior in malls with large
scale entertainment centers”, Mid-Atlantic Journal of Business, June 1 1997
27) Bellenger, D.N., Robertson D.H. & Greener A., . “ Shopping center patronage
motives”, Journal of Retailing, 1997
28) Sherlekar S. A., Essentials of Marketing Management, Himalay Publishing
House ,Mumbai,1994
29) Gandhi J.C., Marketing Management Introduction, Tata Mc-Graw-Hill
Publishing Ltd. Company, New Delhi, 2003 .
30) Chunawala S.A., Marketing Principles and Practice, Himalaya Publishing
House, Mumbai, 1997 .
31) Kardes Frank R., Consumer Behaviour and Mangerial Decision Making ,Pears
Education (Singapore) Pvt. Ltd.,New Delhi,2005.
32 ) Louden & Bitta A.J., Consumer Behaviour, Tata Mc-Graw-Hill Publishing Ltd.
Company, New Delhi, 2002 .
33) Kothari C.R. , Research Methodology , Wishwa Prakashan (A division of new
Age International Pvt. Ltd.) ,New Delhi,2003 .
34) Dr. V.P. Michael ,Research Methodology in Management , Himalaya
Publishing House , Mumbai ,2000.10
35) Sadhu Singh,Research Methodology in Social Science ,Himalaya Publishing
House ,Mumbai ,1992 .
36) WEB LINKS:
www.pantaloon.com
www.retailvatra.com
www.marketingiQ.com
www.brandchannel.com
www.wikipedia.org
www.hvpercitvindia.com
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10. (a) Details of the project/scheme completed or ongoing with the P.I : No
Name of the agency
Year Total Equipment/Infrastructural facilitiesObtained
Started Completed
------ ---- --- ----
(b) Institutional and Departmental facilities available for the proposedWork:
Equipment:
Other Infrastructural facilities:
11. Any other information which the investigator may like to give in support of this proposal which may be helpful in evaluating.
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