IntroductionRecently, thedevelopers and investors are conscious of the benefits of retaining currentcustomers, which are essential leading to the success of shopping centerdevelopment. The effective marketing plan can draw more people and repeatedcustomers to visit the 5 shopping arcade again and as a consequence enhance thesales revenue to the tenants and achieve stable and high rental income to theinvestors. Therefore, the developers are willing to put more financial andmanpower resources to implement marketing strategy so as to enhance theattractiveness of the arcade and build up a good relationship with customers.There has been a shift in the market demand in today’s world. Technology is oneof the major factors which are responsible for this paradigm shift in the mark.New generation people are no more dependent on hate market and far offdepartmental stores. Today we can see a new era in market with the opening upof many departmental stores, hyper market, shopper’s stop, malls, brandedretail outlets and specialty stores.
In today’s world shopping is not any moretiresome work rather it’s a pleasant outing phenomenon now. The present studyis based on impact of promotional activities on consumer behavior at shoppingmalls. Shopping malls is a new type of market which came into existence inIndia since 1994.
It is a type of market where various kinds of products areavailable under one roof. My study is on determining the customer’s buying behaviorof customer’s in shopping malls and the satisfaction level of customers inshopping malls. My study will find out the current status of shopping malls anddetermine where it stands in the current market.
This market field survey willhelp in knowing the present customers tastes and preferences. It will help mein estimating the customer’s future needs, wants & demands. Shopping mallsare increasingly using promotional activities to differentiate the mall fromcompetitors through image / brand communication, to increase traffic (visits)and to stimulate merchandise purchases, in an increasingly competitiveenvironment characterized by over capacity and declining customers.Owner/management groups that have a portfolio of malls have recognized a needto market themselves effectively given that the store mix and product offeringsof many regional shopping malls are very similar. However, the changingconsumer base is creating a need to better understand the requirements of a heterogeneousmarket composed of numerous diverse segments making the use of mass marketpromotions more difficult.CONSUMER Simply speaking,consumer is a person who consumes or uses various goods and services.
Goods mayinclude consumable goods (like wheat, salt, sugar, fruits etc.) or durableconsumer goods (like T.V., Refrigerator, Toaster, etc). Services that we buymay include electric power, Transport, Professional’s advices etc. “Anybody whochooses goods and services spends money to obtain them and uses to satisfy hisor her own needs.
” CONSUMER BEHAVIOUR Consumer behaviour isthe study of human response to products and services. It is important tounderstand ” Why” & ” How’s” of buyers behave so manufacturer can do abetter job of developing quality of product, charging reasonable price,improvement in distributing product through various channels, and promotinggoods and services with various promotion measure for the group of consumers.The study of consumer behaviour has its roots in examining people for the sakeof understanding and going insight. Consumers are like finger prints, no twoconsumers are same in their behaviour. Consumers are shaped to some extent bythe environment in which they live they in term affect environment through theirbehaviour. The fundamental goals of every business are to achieve full profitpotential out of target consumer with various needs and taste there are manysimilarities also among them. Therefore, it becomes necessary to study targetconsumer wants, perception preferences and buying behaviour.
The behaviour thatconsumer display in searching, purchasing eliminating and disposing of goodsand services which make them to essence of study of consumer behaviour. Tostudy the changing pattern of consumer behaviour and penetration, the resultcan get by doing survey so I decided to do survey on Mall. Consumer behaviourobviously refers to the behaviour of consumers in deciding whether to buy ornot to buy, whether to use or not to use, whether to dispose off or not todispose of the products, which satisfy their needs. Consumer behaviour alsorefers to the use of scarce resource like time, money and efforts onconsumption items.Consumer behaviourtries to answer the following question: 1. What products and services consumerbuy? 2.
What makes consumer to buy? 3. When these are bought by consumer? 4.From where the consumer buy? 5. What is the frequency of buying? How oftenconsumer use it? I will undertake what is known as “consumer research” to findthe answers to the above questions. These answers will provide help to themanufacturers in the design, development and further improvement of theirproduct. It also enables them to design their promotional strategies.
Apurchaser or buyer is not necessarily being a consumer. Generally parents alsobuy for their children in this case they are not the user but, the children.Sometimes a product brought may be used jointly. It is also noted that thedecisions to buy may influence by a number of persons. A marketer has to buymay influence by an either to the buyer or the user or the influencers. Somethink that the best audience is that of buyers, while some others think that itis that of the users. It is possible to play safer by directing the promotionto both the buyer and user. Medicines are promoted through the doctors, whotake the product selection decision, but they neither buyers nor user.
Why We Study ConsumerBehaviour? The study of consumerbehaviour is the study of how individuals make decisions to spend their availableresources (time, money, efforts) on consumption related items. It includes thestudy of what they buy, why they buy it, when they buy it, where they buy it,how often they buy it, and how often they use it. Just as consumer andmarketers are diverse, the reasons why people study consumer behaviour are alsodiverse.
The field of consumer behaviour holds great interest for us asconsumer, as marketers. As consumer, we benefit from our ownconsumptions-related decision: what we buy, why we buy, how we buy, and thepromotional influences that persuade us to buy. The study of consumer behaviourenables us to become better, that is, wiser, consumer. As marketers and futuremarketers, it is important for us to recognize why and how individuals maketheir consumption decisions, so that we can make better strategic marketingdecisions. If marketers understand consumer behaviour, they are able to predicthow consumers are likely reacting to various informational and environmentalcauses, and are able to shape their marketing strategies accordingly. Withoutdoubt, marketers who understand consumer behaviour have great competitiveadvantage in the marketplace. Ludhiana is a large industrial city in the north Indian stateof Punjab. Ludhiana District is one of the 22 districts in the state of Punjab in North-West Republic of India.
Ludhiana city which is district headquarters is the hub ofindustry in Punjab. The main industries are bicycle parts and hosiery. Ludhiana is the biggest city of the state.
It has eight tehsils, seven sub-tehsils and twelve development blocks. Shopping is something that everyoneloves to do in their free time and Ludhiana being the hub of industries andtextile, is the best-suited place for malls and multiplexes. There are quite anumber of malls in Ludhiana but to make it easy for you, we have listed the top10 most visited shopping malls of Ludhiana that are a great centre to enjoyshopping, getting entertained and to dine in. Malls in Ludhiana MBD MallSilver Arc MallWestend MallThe Pavilion MallGrand Walk MallAnsal Plaza Review of literature Taylor and Cosenza(2002) conducted a study to examine the shopping choice behavior of animportant and viable segment of teen market called, “Later aged female teen”.The results revealed that typical later aged female teen made right choiceespecially for clothing products.
Finally the groups desire to stay and shop atthe local mall seemed to be a function of the mall composition and excitement. Parsons (2003) in his paper analyzed commonpromotional activities employed by shopping mall marketers, which were rankedby a sample of customers on their likelihood of encouraging increases in thetwo key performance indicators used by shopping malls – sales and visits.Whilst mall–wide sales are the preferred promotion, a combination of generalentertainment and price–based promotions were found to be a strong alternativeway to encourage visits and spending. Anselmsson (2006) inhis study found selection as the most important determinant of shopping mallchoice, followed by atmosphere / ambience of the mall and third most importantdeterminant of satisfaction was convenience, which includes opening hours,parking, ease–of–movement and ability to find one’s location in the mall.
Ifshopping mall enjoys high visiting rates, a better strategy might be to focuson present customers and build relationships by improving satisfactionmanagement. The focus would then be on atmosphere, refreshments, convenienceand performance of the store personnel. On the other hand, if a mall is behindcompetitors and needs to increase sales and visit frequency, management shouldfocus more on promotional activities and location aspects in terms of improvinggeographical convenience.
Objectives of the studyThe following are theobjectives of the study · To analyze theperception of consumers in purchasing at shopping malls. ·To identify the factors of influencing consumers to purchase at shopping malls.Research methodology Sources of data The objectives of the project are such thatboth primary and secondary data is required to achieve them, so both were usedfor the study. · Primary dataData to be collected for analysis from the customers of mall is a structuredquestionnaire. · Secondary data Some of the datacollected was also based on available information published in newspapers andindustry journals, or that released by retail companies or shopping mallsdevelopers themselves via internet.
Sampling technique For the purpose of the study 200 respondentsfrom Fun Republic and Brooke fields shopping Malls has been selected applyingConvenience Sampling method, since the population is infinite. Statistical tools to beused The following tools areto be applied for the study · Simple Percentage analysis ·Factor analysis · Chi – square Limitations of the study The following are the limitations of the study.·This study is restricted only to Coimbatore city so the result may not beapplicable to other areas.
· The finding of the study depends on therespondents’ attitude.