Piyush Simply

ONLINE SHOPPING v/s TRADITIONAL SHOPPING
CHAPTER-1
INTRODUCTION
Shopping is part of every days life. Some get the necessities from shopping, others get
something more. It is viewed as a way to release the stress, a way to complete some
desire in the mind, or a way to add some flavor to the mechanical way of life. Shopping is
probably one of the oldest terms used to talk about what we have all been doing over the
years. Then again, in ancient times, the terms that would have been used would be
trading or bartering and probably even market. So what has traditional shopping have
to offer now that the internet has opened up a wider and more enticing market to the
current consumers. In general, there are two types of shopping: traditional shopping and
on-line shopping. Both of them have some merits and shortages respectively. Nowadays,
more and more people would go shopping via Internet, thanks to the prevalence of the
computer. Clicking in one word, thousands of items will pup out on the screen based on
choice. No need to wade across a long road and nudge through hustling crowds to get a
pair of fancy shoes. Just a click on the key board, make the choice and the goods will be
delivered, right on the spot. Online shopping has become an increasingly common staple
of life in the 21st century. Its popularity can be credited to the fact that convenience is
highly valued in our world today. Shopping online offers the opportunity to buy anything
and everything you need while on a flight or getting ready for bed.
What is traditional shopping?
Having the ability to physically choose and check out what an item or product is like,
would look like, and its features are the benefits of traditional shopping. This is why
some consumers still prefer the traditional type of shopping over online shopping because
for one, it allows them to meticulously check out an item. E-shopping is the place where
buyers and sellers don not meet each other which result to lack of awareness about the
product. Though the customer visit the online shopping site, does not show any interest
for purchasing the product some of the reasons are Lack of trust, Lack of Physical touch
and feel, security issues etc.
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A shopping mall is a modern, chiefly North American, term for a form of

shopping precinct or shopping center, in which one or more buildings form a
complex of shops representing merchandisers with interconnecting walkways that
enable customers to walk from unit to unit. A shopping arcade is a specific form
serving the same purpose.
Many early shopping arcades such the Burlington Arcade in London, the Galleria
Vittorio Emanuele II in Milan, and numerous arcades in Paris are famous and still
trading. However, many smaller arcades have been demolished, replaced with
large centers or "malls", often accessible by vehicle. Technical innovations such
as electric lighting and escalators were introduced from the late 19th century.
From the late 20th century, entertainment venues such as movie theaters and
restaurants began to be added. As a single built structure, early shopping centers
were often architecturally significant constructions, enabling wealthier patrons to
buy goods in spaces protected from the weather.
Malls, Open air centers and hybrid centers are the three main shopping centers.
Open air centers are a row of stores managed as a unit, with parking in front of the
stores. The common areas are not enclosed. A hybrid centre combines two or
more shopping centre types. A mall is defined by ICSC as a shopping centre
which is typically enclosed, climate controlled and lighted, flanked on one or both
sides by storefronts and entrances. On-site parking, either surface or structured is
usually provided around the perimeter of the shopping centre.
Advantages of shopping malls:
Increase in the growth of the organized retail sector.

Monumental increment in economic growth.
Employment generation by the organized retail sector.
Good competition means better products & services.
Disadvantages of shopping malls:
The companies with superior resources would muscle out the ones inferior totem.
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Monopolization of the organized retail sector In India, the emergence of

shopping malls has mostly altered the lifestyle of the consumers. With the
growth in income, changing attitudes, and also the demographic patterns favour
the emergence of shopping malls.
The trends to follow in the future.
The shopping malls favour a growth in the Indian organized retail sector by10%
within 2010.
There would be different formats of shopping malls depending on the region.
Types of Shopping Malls
In general, you will find only regional centres, superregional centres, and
fashion/specialty centres on this Web site. Relatively few community centres were
chosen, but appear here because the centre may have, at one time, been
considered regional center. Only a few theme/festival centres were listed in
heavily urbanized areas, such as San Francisco, because of their particular
attractiveness or size. Finally, the new designation, lifestyle center, displays
because of their classic-mall type appearance even though they are without a
classic-mall anchor store.
Fashion/Specialty Centres
Characterized as higher end, fashion oriented centres between 80,000 and 250,000
sq. ft.
Community Centres
Characterized as having between 100,000 and 350,000 sq. ft usually two types of
anchors, such as a discount department store or large specialty/discount apparel
store
Lifestyle Centres
A new designation that has a loose definition Generally, it's a centre that does not
have any anchor tenant in the classic sense (that is, a department store). However,
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lifestyle centres increasingly have a cinema as a major tenant. Others have just a
small collection of exclusive shops.
Outlet Centres
Characterized as manufacturers' outlet centres between 50,000 and 400,000 sq. ft
Super regional Centres
Characterized as having over 800,000 sq. ft. usually three or more anchors, such
as a conventional department store, junior department store, mass merchant, or
fashion apparel store.
Theme/Festival Centres
Characterized as tourist-oriented, retail and service centres between 80,000and

250,000sq. Ft.
Components of shopping mall
Food court
A shopping mall food court consists of food vendors offering a selection of food.
At atypical food court, food is ordered at one of the vendors and then consumed at
a seating area, which is normally a plaza surrounded by the counters of the
multiple food vendors
Department stores
A department store is a retail establishment which specializes in selling a wide

range of products without a single predominant merchandise line. Department
stores usually sell products including apparel, furniture, appliances, electronics,
and
Additionally select other lines of products such as paint, hardware, toiletries,

cosmetics, photographic equipment, jewellery, toys, and sporting goods. Certain
department stores are further classified as discount department stores. Discount
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department stores commonly have central customer checkout areas, generally in

the front area of the store. Department stores are usually part of a retail chain of
many stores situated around a country or several countries.
Development of shopping areas and building types
Headquarters of the International Council of Shopping Centers in the middle

skyscraper are the offices, the global trade association of the shopping center
industry, in Midtown Manhattan, New York City.
One of the earliest examples of public shopping malls comes from ancient Rome,
in forums where shopping markets were located. One of the earliest public
shopping centers is Trajan's Market in Rome located in Trajan's Forum. Trajan's
Market was probably built around 100-110 CE by Apollodorus of Damascus, and
it is thought to be the world's oldest shopping center a forerunner of today's
shopping mall. The Grand Bazaar of Istanbul was built in the 15th century and is
still one of the largest covered shopping centers in the world, with more than 58
streets and 4,000 shops. Numerous other covered shopping arcades, such as the
19th-century Al-Hamidiyah Souq in Damascus, Syria, might also be considered as
precursors to the present-day shopping mall.Isfahan's Grand Bazaar, which is
largely covered, dates from the 10th century. The 10-kilometer-long, covered
Tehran's Grand Bazaar also has a lengthy history. The oldest continuously
occupied shopping mall in the world is likely to be the Chester Rows. Dating back
at least to the 13th century, these covered walkways housed shops, with storage
and accommodation for traders on various levels. Different rows specialized in
different goods, such as 'Bakers Row' or 'Flesh mongers Row'.
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 March des Enfant Rouges in Paris opened in 1628 and still runs today. The
Oxford Covered Market in Oxford, England opened in 1774 and still runs today.
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The Passage du Caire was opened in Paris in 1798. 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.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 centers in
the late 19th century and early 20th century, including the Cleveland Arcade,
Dayton Arcade and Moscow'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 the 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 center was created away from downtown.
From early on, the design tended to be inward-facing, with malls following
theories of how customers could best be enticed in a controlled environment.
Similar, the concept of a mall having one or more "anchor stores" or "big box
stores" was pioneered early, with individual stores or smaller-scale chain stores
intended to benefit from the shoppers attracted by the big stores. Mall
construction in America was encouraged by the accelerated depreciation laws of
1954, which incentivized Greenfield development on the urban fringe. A second
stimulus came from legislation passed in 1960, which allowed investors to band
together in REITs (Real Estate Investment Trusts) to avoid corporate income
taxes. The laws helped to shape the familiar exurban landscape of malls, motels,
and fast food chains. By year end 2015, the total amount of retail space per person
in the United States will be 48.3 square feet. This is off from the high of 49.8
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square feet set in 2009. It is projected that this figure will continue to decline
through 2020.
FACTORS MAKING SHOPPING MALL TREMENDOUSLY SUCCESSFUL
The success of modern shopping centres relies on a number of critical success

factors. These factors include attainability, effortless business, service variety,
ambience, price, active marketing and cleanliness, says Arto Lindblom,
Professor of Retail and Channel Management at the Helsinki School of
Economics. The atmosphere of shopping center created by sound registration,
colour scores and illumination, alongside with the professional concept create
additional comfort for visitors which influences loyalty of buyers and their desire
to pass more time in the shopping center. Honestly speaking, the competition is
amplifying, and factors on which we did not reflect earlier (colour, light, a sound
and even smells) now act as advantage infighting for the buyer.
EFFECT OF SHOPPING MALLS ON THE SMALL RETAILERS
Retail trade contributes around 10-11% of Indias GDP and currently employs
over 4crore people. Within this, unorganized retailing accounts for 97% of the
total retail trade. Traditional forms of low-cost retail trade, from the owner
operated local shops and general stores to the handcart and pavement vendors
together form the bulk of this sector. In the absence of any significant growth in
organized sector employment in India in the manufacturing or services sector,
millions are forced to seek their livelihood in the informal sector. Retail trade
which has been a relatively easy business to enter with low capital and
infrastructure needs, has acted as a refuge source of income for the unemployed.
Organized retailing has witnessed considerable growth in India in the last few
years and is currently growing at a very fast pace. A recent KPMG survey report
prepared for the FICCI states that organized retail, estimated as a $ 6.4 billion
industry in 2006, is projected to reach $ 23 billion by 2010. The share of
organized retail in overall retail sales is projected to jump from around 3%
currently to around 9-10% in the next three years. A number of large domestic
business groups have entered the retail trade sector and are expanding their
operations aggressively.
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Malls Reinventing
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To keep up with the times, malls are doing things like redesigning themselves to
look more akin to downtown squares -- adding dog parks, street-grid layouts,
restoring paved-over creeks and providing street-accessible shops. They are also
employing such strategies as enhancing technology, increasing their social media
marketing, and booking a wide array of events such as celebrity appearances,
book signings, and fashion shows. As one retail strategist put it, Americans are no
longer interested in simply shopping at "buildings with stuff"; they want an
experience that combines social gathering, entertainment and shopping with a
pleasant, aesthetic environment.
Etymology
Retail comes from the Old French word taller, which means "to cut off, clip, pare,
divide" in terms of tailoring 1365. It was first recorded as a noun with the
meaning of a "sale in small quantities" in 1433 from the Middle French retail,
"piece cut off, shred, scrap, paring". Like in French, the word retail in both Dutch
and German also refers to the sale of small quantities of items.
Retail strategy
The retailing strategy is a marketing plan abstractly designed to offer its products
and services in a way that will optimize customer satisfaction. Service quality and
marketing mix strategy have significant and positive association on customer
loyalty. The marketing strategy effectively outlines all key aspects of firms
targeted audience; demographic and preference. Throughout a highly competitive
market, the retail strategy sets up long-term sustainability. It focuses on customer
relationships, stressing the importance of added value and customer satisfaction.
The retail mix is designed to complement the retail strategy through theoretical
tools such as the product, its quality and value, the promotions, place, and price.
Retail store design strategy
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The design of a retail store is critical when appealing to its intended market, as
this is where first impressions are made. It can influence a consumers perception
of the quality of the store, visually communicating value. Certain techniques are
used to create a consumer brand experience, which in the long run drives brand
loyalty. The front of the store is paid close attention too, known as the
decompression zone" This is usually an open space in the entrance of the store to
allow customers to adjust to their new environment. An open planned floor design
is effective in retail as it allows customers to see everything. Depending on what
side of the road cars drive on in the country, determines what way the store will
direct its customers. New Zealand retailer stores for instances would direct
customers to the left. Brands are now recognizing that human nature has a
conceptual profile and a sensory profile. Through the notions of sensory
stimulation retailers can engage maximum emotional impact between a brand and
its consumers by relating to both profiles; the goal and experience. By achieving
so it can influence purchasing behavior maximizing outcomes. This is done
through the relation of touch, smell, sight, taste and noise. It is common for a
retailer store to play music that relates to their targeted market. Jewelry stores like
Michel Hill have dim lighting to creating a sense of intimacy. Super markets offer
taste testers. Clothing garments are at arm's reach, allowing customers to feel the
different textures of clothing. Wooden floors also contrast with the carpeted fitting
rooms, which is designed to create a sense of homeliness when trying on
garments. Peter Alexandra is renowned for their scented candles. These aspects
outlined add to the sensory experience put in place to strategically achieve
customer satisfaction and retention. This will create future opportunity and help a
brand stand out in amongst the competitive market.
Introduction to E-retailing
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Online shopping (sometimes known as e-tail from "electronic retail" or e-shopping) is a

form of electronic commerce which allows consumers to directly buy goods or services
from a seller over the Internet using a web browser. Alternative names are: e-web-store,
e-shop, e-store, Internet shop, web-shop, web-store, online store, online storefront and
virtual store. Mobile commerce (or m-commerce) describes purchasing from an online
retailer's mobile optimized online site or app.
An online shop evokes the physical analogy of buying products or services at a bricks-
and-mortar retailer or shopping centre, the process is called business-to-consumer (B2C)
online shopping. In the case where a business buys from another business, the process is
called business-to-business (B2B) online shopping. The largest of these online retailing
corporations are Alibaba, Amazon.com, and eBay.
Online shopping or e-shopping is a form of electronic commerce which allows consumers

to directly buy goods or services from a seller over the internet using a web browser.
Alternative names are e-web-store, e-shop, e-store, internet shop, web-shop, web-store,
online sort, virtual store etc. Simply put, it is any form of sale that is done over the
internet. Shopping has certainly gotten a new definition since the arrival of the internet.
Because of what the internet has to offer, that is, any person or company from any part of
the world who is able to post and sell goods on the internet via a website is able to sell.
Whats more, any consumer does not have to worry about having to find means to
exchange monetary paper because not just online banking is made available; the
consumer is given the option to pay through different payment methods. These days, it is
even easier to find the most difficult of all products, by easily typing in the product or
item that a customer is looking for. No worry about the location because logistic
companies are also joining the bandwagon, so to speak, and helps in making sure that
their products would be available to any and all destinations in the world. In fact, there
are more and more advantages and benefits to online shopping and why people choose to
do this type of shopping over traditional shopping.
The first World Wide Web server and browser, created by Tim Berners-Lee in
1990, opened for commercial use in 1991. Thereafter, subsequent technological
innovations emerged in 1994: online banking, the opening of an online pizza shop
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by Pizza Hut, Netscape's SSL v2 encryption standard for secure data transfer, and
Intershop's first online shopping system. The first secure retail transaction over
the Web was either by Net Market or Internet Shopping Network in
1994.Immediately after, Amazon.com launched its online shopping site in 1995
and eBay was also introduced in 1995.Alibaba's sites Taobao and Tmall were
launched in 2003 and 2008, respectively. Retailers are increasingly selling goods
and services prior to availability through "retail" for testing, building, and
managing demand.
The increase in technology provides good opportunities to the seller to reach the
customer in much faster, easier and in economic way. Online shopping is
emerging very fast in recent years. Now a day the internet holds the attention of
retail market. Millions and millions of people shop online. On the other hand the
purchasing of product from traditional market is continuing since years. Many
customers go for purchasing offline so as to examine the product and hold the
possession of the product just after the payment for the product. In this
contemporary world customers loyalty depends upon the consistent ability to
deliver quality, value and satisfaction. Some go for offline shopping, some for
online and many go for both kind of shopping. While making any purchase
decision consumer should know the medium to purchase whether online shopping
or the offline shopping. Consumer should decide the channel for them which can
best suit to their need and wants and which can satisfy them. In this competitive
world how consumer can decide the particular medium for their purchase of
goods is very important to understand in a managerial point of view. The behavior
of online shopping is also known as online buying behavior and internet
shopping. Buying behavior means the purchase of good over internet using web
browser. Online shopping also consist the same five steps which is related to
traditional shopping behavior. But rather than searching actively, many a times
potential consumers are attracted by the information about the product they want.
They see many products online and choose the best one which suits him/her. Then
they purchase that product and finally the transaction takes place and post sales
service provided by the online sites. Online shopping attitude and behavior are
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related to the consumer. Previous studied have focused on why the products of the
online shopping is different from other products. Many studies have focused that
the high touch products that the consumer feels when they need to touch, smell or
try the product. It requires the offline shopping at the purchasing stage because it
cannot be done in the online shopping. Even with the increase in the online
shopping and the recognition that online shopping is more likely to impose the
pressure on offline shopping or traditional shopping. The research is very limited
in this area or field. Online or e-shopping is a kind of electronic shopping which
allow the consumer to purchase goods over the internet directly from the seller
using a web browser. There are some alternative names of online shopping those
are as follow- e-web store, e-shop, e-store, internet shop, web-shop, web-store,
online store, online store front and virtual store. Mobile commerce or m-
commerce is described as purchasing from the online retailer by the mobile
optimized online sites or application (app).
(Aldrich Archive, 1982) online shopping is invented by an English entrepreneur

Michael Aldrich in 1979. (Palmer& Kimberly, 2007) Tim Berners Lee is the one
who created the first World Wide Web server in 1990. It was opened for a
commercial purpose. There after many technological innovation emerged in 1994
like the online banking, the opening of online pizza shop by Pizza Hut, Netscape
SSL v2 encryption standard for secure data transfer, and Intershops first online
shopping system. In 1994 the first secure transaction was over the web either by
Net market or Internet shopping. Amazon was launched in 1995, it is the first
online shopping site of the world and after that eBay was introduced in
1995.Today many countries are doing online shopping but still some countries are
at the starting point of the experiment of online shopping. In 1987, the merchant
account was launched that helped the software developers to sell their software
online easily. Swreg was the name of first software and the oldest software that is
still available. Future shop is a book for how new technology will change the way
of shopping and what the customer buy. It was published in the year 1992.
INTERNATIONAL E-COMMERCE STATISTICS
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Statistics show that in 2012, Asia-Pacific increased their international sales over
30% giving them over $433 billion in revenue. That is a $69 billion difference
between the U.S. revenue of $364.66 billion. It is estimated that Asia-Pacific will
increase by another 30% in the year 2013 putting them ahead by more than one-
third of all global ecommerce sales.
The largest online shopping day in the world is Singles Day, with sales just in
Alibaba's sites at US$9.3 billion in 2014.
Growth of E- commerce in India
For developing countries like India, e-commerce offers considerable opportunity.

E-commerce in India is still in nascent stage, but even the most-pessimistic
projections indicate a boom. It is believed that low cost of personal computers, a
growing installed base for Internet use, and an increasingly competitive Internet
Service Provider (ISP) market will help fuel e-commerce growth in Asias second
most populous nation. Indian middle class of 288 million people is equal to the
entire U.S. consumer base. This makes India a real attractive market for e-
commerce. To make a successful e-commerce transaction both the payment and
delivery services must be made efficient. There has been a rise in the number of
companies' taking up e-commerce in the recent past. Major Indian portal sites
have also shifted towards e-commerce instead of depending on advertising
revenue. Many sites are now selling a diverse range of products and services from
flowers, greeting cards, and movie tickets to groceries, electronic gadgets, and
computers. With stock exchanges coming online the time for true e-commerce in
India has finally arrived.
E-shopping in India
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Source www.couponzguru.com
CUSTOMERS
Online customers must have access to the Internet and a valid method of payment
in order to complete a transaction.
Generally, higher levels of education and personal income correspond to more

favorable perceptions of shopping online. Increased exposure to technology also
increases the probability of developing favourable attitudes towards new shopping
channels.
In a December 2011 study, Equation Research surveyed 1,500 online shoppers

and found that 87% of tablet owners made online transactions with their tablet
devices during the early Christmas shopping season.
PROCESS OF ONLINE SHOPPING
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A consumer uses web browser to connect to the home page of a merchants web site on
the internet.
Source: Wikipedia.com
PAYMENT GATEWAY
Source: Wikipedia.com
METHODS OF PAYMENT
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Online shoppers commonly use a credit card or a PayPal account in order to make
payments. However, some systems enable users to create accounts and pay by alternative
means, such as
Credit card
Debit card
Payment websites
PayPal
Wire Transfer
Electronic money of various types
Purchase order
Checks and Money order
Mobile Payments
Bank Transfer
Cash On Delivery (COD)
Some online shops will not accept international credit cards. Some require both the
purchaser's billing and shipping address to be in the same country as the online shop's
base of operation. Other online shops allow customers from any country to send gifts
anywhere.
The financial part of a transaction may be processed in real time (e.g. letting the
consumer know their credit card was declined before they log off), or may be done later
as part of the fulfilment process.
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PRODUCT DELIVERY
Once a payment has been accepted, the goods or services can be delivered in the
following ways. For physical items:
Shipping: The product is shipped to a customer-designated address. Retail

package delivery is typically done by the public postal system or a retail courier
such as FedEx, UPS, DHL, or TNT.
Drop shipping:
The order is passed to the manufacturer or third-party distributor, who then ships
the item directly to the consumer, bypassing the retailer's physical location to
save time, money, and space.
In-store pick-up:
The customer selects a local store using a locator software and picks up the
delivered product at the selected location. This is the method often used in the
bricks and clicks business model.
Downloading/Digital distribution:
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The method often used for digital media products such as software, music,
movies, or images.
Printing out, provision of a code for, or e-mailing of such items as admission

tickets and scrip (e.g., gift certificates and coupons) The tickets, codes, or
coupons may be redeemed at the appropriate physical or online premises and
their content reviewed to verify their eligibility (e.g., assurances that the right of
admission or use is redeemed at the correct time and place, for the correct dollar
amount, and for the correct number of uses).
SHOPPING CART SYSTEMS
Simple shopping cart systems allow the off-line administration of products and
categories. The shop is then generated as HTML files and graphics that can be
uploaded to a web space. The systems do not use an online database. A high-end
solution can be bought or rented as a stand-alone program or as an addition to an
enterprise resource planning program. It is usually installed on the company's web
server and may integrate into the existing supply chain so that ordering, payment,
delivery, accounting and warehousing can be automated to a large extent.
Design
Customers are attracted to online shopping not only because of high levels of
convenience, but also because of broader selections, competitive pricing, and
greater access to information. Business organizations seek to offer online
shopping not only because it is of much lower cost compared to bricks and mortar
stores, but also because it offers access to a worldwide market, increases customer
value, and builds sustainable capabilities.
Information load
Designers of online shops are concerned with the effects of information load.
Information load is a product of the spatial and temporal arrangements of stimuli
in the web store. Compared with conventional retail shopping, the information
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environment of virtual shopping is enhanced by providing additional product

information such as comparative products and services, as well as various
alternatives and attributes of each alternative, etc.
Two major dimensions of information load are complexity and novelty.

Complexity refers to the number of different elements or features of a site, often
the result of increased information diversity. Novelty involves the unexpected,
suppressed, new, or unfamiliar aspects of the site. The novelty dimension may
keep consumers exploring a shopping site, whereas the complexity dimension
may induce impulse purchases.
Consumer needs and expectations
A successful web store is not just a good looking website with dynamic technical
features, listed in many search engines. In addition to disseminating information,
it is also about building a relationship with customers and making money..
User interface
The most important factors determining whether customers return to a website are
ease of use and the presence of user-friendly features. Usability testing is
important for finding problems and improvements in a web site. Methods for
evaluating usability include heuristic evaluation, cognitive walkthrough, and user
testing. Each technique has its own characteristics and emphasizes different
aspects of the user experience.
Specific features of Online shopping:-

24 X 7 Service available.
Easy Access with multiple devices. Single click to navigate multiple sites
Comparison can be made in real time.
Flexible Payment methods.
Cash back offer.
Casual shopping.
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CHAPTER-2
REVIEW OF LITERATURE
In this part of the study, definition and citations from other authors of the dependent and
independent variables in the similar area of research will be presented here.
Purchase Intention
From the study of Pan (2007, p.5), the author cited from Engel, Blackwell and
Miniard (1990), that defines purchasing intention as a psychological process of
decision-making. According to Pan (2007), "purchasing decision process" is when
the relevant information is searched by the consumers that are motivated by the
fulfillment of demands according to personal experience and the external
environment; then after accumulating a certain amount of information, they begin
to evaluate and consider; and finally after comparison and judgement, they make
the decision on certain products.
In the recent study of Chen, Ching and Tsou (2007), the authors cited from Azjen
(1988); Azjen and Fishbein (1980), that the theory of reasoned action (TRA)
states that behavioral intentions formed through the attitude toward a behavior
and subjective norms lead to actual behavior given the availability of resources
and opportunities. A person's interest in performing a particular behavior is
reflected by the attitude toward a behavior and it is determined through behavioral
beliefs; these beliefs are obtained through a cognitive evaluation of outcomes
associated with performing the behavior and the strength of the association
between outcomes and behavior; while the evaluation produces either a favorable
or unfavorable response to the object, person, thing or event (Chen, Ching and
Tsou, 2007).
According to Monsuwe, Delleart and Ruyter (2004), there are five external factors
to understand consumer's intention to purchase in the internet which is the
consumer personality, situational factors, product characteristics, previous online
shopping experiences and the trust in online shopping. Consumer's trait includes
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their demographic factors such as age, income, gender and educational level will
lead them to have the intention to shop online. For age factor, consumers that are
aged under 25 has more potential to shop in online because of their interest in
using new technologies to search for product information and compare and
evaluate alternatives (Wood, 2002). For educational level, higher educated
consumers are more likely to use the internet for their shopping medium because
they are more computer literate (Burke, 2002).
Situational factors will also lead a consumer to have the intention to shop in the
internet such as time pressure, lack of mobility, geographical distance, need for
special items and attractiveness of alternatives (Monsuwe, Delleart and Ruyter,
2004). Time pressure can be the insufficient time for consumers to shop in
traditional stores because of their hectic lifestyle. Consumers are able to shop any
time of the day or night in the comfort of their home; especially for consumers
who have little amount of free time because of extended working hours
(Wolfinbarger, et, al,. 2001). For consumers that lack of mobility might be caused
by their inability to reach the traditional store. Geographical distance is referred to
as the far distance between the consumer's residential area and the shopping mall.
Need to special items could be the consumer's needs of customized products to
suit their demand (Monsuwe, Delleart and Ruyter, 2004).
Product characteristic is also another factor that will influence the consumer's
intention to purchase in the internet. Product characteristic can be tangible or
intangible; standardized or customized. In an online context, lower tangibility of a
product is caused by the lack of physical contact and assistance in the shopping
process; consumer's intention to shop on the internet will be low when there is a
need to seek advice from a salesperson regarding the considered product
(Monsuwe, et. al., 2004). Products such as car, computers, perfume, perfume or
lotion has the lower potential to be purchased by the consumer because it requires
more personal knowledge and experience (Elliot, et. al., 2000).
Another factor that influences the consumer's intention to purchase in online is the
previous online shopping experiences. Consumers will continue to shop in the
internet in the future is because they are satisfied with the online shopping
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experience and it was evaluated positively (Shim, Eastlick, Lotz and Warrington,
2001). Consumer's perceived risk will tend to reduce when they are satisfied from
the shopping experiences (Monsuwe, Delleart and Ruyter, 2004).
The last factor that will influence consumer's intention purchase in online is the
trust in online shopping. According to Lee and Turban (2001), reasons that
consumers choose not to shop online is because consumers lack of trust in online
shopping. Attitude towards security transaction such as payment security,
consumer information privacy, return policy, and product shipping guarantee
predicts online purchasing intentions for apparels product (Kim, et. al., 2003).
Similarly, consumer's trust towards online shopping is based on the level of
security and privacy.
Price attractiveness
Price is a form of monetary that people use for any transactions. It is predicted
that price of a product differs in online and offline shopping. According to Xia
and Monroe (2009), consumers will save in monetary when there are price
promotions on specific products. In an online context, consumers are more likely
to depend on the price cues to determine the quality of a product which are
presented in the web site because they cannot see or touch the actual product
(Jiang and Rosenbloom, 2005). The study of So, Wong and Sculli (2005) resulted
that when there is the presence of promotional offers, consumers will have higher
intention to purchase in web-shopping; purchasing decisions and choice making
from alternative evaluations can be made easily when there is the presence of
promotional offers.
According to Xia and Monroe (2009), their study resulted that consumers with a
shopping goal are more responsive towards promotional messages such as "pay
less" and "discount" while consumers without shopping goal are responsive
towards promotional messages such as "save more" and "free gift". Xia and
Monroe (2009, p.691) cited from (Monroe, 2003) that price promotion have
several benefits such as to increase demand, adjust fluctuations in supply and
demand, and increasing consumers' purchasing over time.
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According to Parasuraman, Zeithaml and Berry (1988), perceived quality and

price are thought if as a cue to assume a product's value. Xia and Monroe (2009)
viewed that at a certain point, perception of lower quality of the product will
evoked when there is a price reduction or there will be questions on the retailer's
intention to reduce the price. Price will be a primary factor when consumers
search product in a web and this would show that customer behavioral intention
are related to the price cues that are more readily accessible from memory (Jiang
and Rosenbloom, 2009).
According to Liu, He, Gao and Xie (2008), it is important for e-tailers to provide
varied types of merchandise and preferential price because customer satisfaction
is still based on product price and product variety; to create competitive
advantage, small e-tailers should offer more product choices for the consumers
and offer competitive prices.. In online shopping, consumers are able to compare
prices on the internet in different web sites and they will have the material benefit
because they can analyze and compare prices based to enhance their decision to
purchase (Liu, He, Gao and Xie, 2008). According to Jin and Kim (2003), diverse
consumer groups with various motivations and economic conditions can be
satisfied through discount stores that are available in Korea.
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CHAPTER -3
PLAN OF STUDY
Introduction
Research
According to Robert Ross, Research is essentially an investigation, a recording
and analysis of evidence for the purpose of gaining knowledge.
The goal of research is to discover new facts, establishment of new relationship,
creation of new concepts, and verification of existing concepts, finding a solution
to a problem or satisfying ones desire to know.
Research design
Research Design is the conceptual structure with in which research is conducted.
It constitutes the blueprint for the collection of measurement and analysis of data.
It is the method of finding solution to a problem and adding a new knowledge to
the existing body of knowledge.
Title of the study
A study on different aspects of Online Shopping versus Mall Shopping
Objectives of the study
To obtain detailed information about mall shopping and online shopping.
To collect primary data from customers in a mall regarding their opinion
To make a comparative analysis between mall shopping and online shopping
based on customer opinion.
To provide suggestions for improvement of customer experience in both.
Scope of the study
To analyze whether online shopping is more convenient way of shopping or mall
shopping is considered convenient.
The study would be based upon the primary data that will be collected through the
means of questionnaire by the direct approach.
Research Methodology
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Research methodology explains the overarching theoretical and philosophical

frameworks which guide the researcher. It aims at the employment of the correct
procedures to find out solutions.
Sampling
It is the subject on which measurement is taken from the whole population. It is
the unit of study. A part of the population is known as sample. The process of
drawing a sample from the larger population is called as sampling.
1. Sample unit: The sampling unit consist of respondents from all walks of life.
Example: different age groups, sex, nationality, etc.
2. Sample time: Sample time is the total time taken or used to find the result from
the sample unit.
3. Sample size: The number of elements include in the sample is called the
sampling size. The sample size in this study is 50 customers in Elements Mall,
Bangalore.
Type of Research
It is a comparative research. It is require to find out the difference between the online
shopping and offline shopping.
Data Collection
Data collection is of two types. They are:
Primary data collection: the data collected by observation, personal interview,
telephone interview, by mailing questionnaires and survey.
Secondary data collection: The data collected by obtaining from existing records,
publications, journals, magazines, etc.
Plan of analysis
There are four division of age group in the questionnaire to examine which group
is going for more online shopping and which group is going for more offline
shopping or mall shopping.
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CHAPTER IV
DATA COLLECTION AND ANALYSIS
1. Age group of samplings.

Particular Percent
Below 20 22%
20-30 36%
30-40 24%
40-50 18%
Age groups
40.00% 36.00%
35.00%
30.00%
22.00%
25.00% 24.00%
20.00%
15.00% 18.00%
10.00%
5.00%
0.00%
Below 20
20-30
30-40
40-50
Interpretation-:
The above graph tells the Age group of samplings that have been collected during the
survey. 11 of the total samples were aged below 20, 18 of the total sample were aged
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between 20- 30. 12 of the total samples were aged between 30- 40. 9 of the total samples
were aged between 40- 50.
2. Division of gender in samples.

Particular Percent
Male 52%
Female 48%
Method Of Shopping
48.00%
female
52.00%
male
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Interpretation-;
The above chart shows the number of male samples, i.e. 52% and 48% are female
samples.
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3. Type of shopping preferred

Particular Percent
Online Shopping 58%
Retail Marketing 42%
Method Of Shopping
42%
58%
Interpretation-:
The above graph shows what shopping methods do people prefer between online
shopping and retail shopping, there are some people who prefer both the methods. This
data is based upon the survey which I took thorough questionnaire in Orion mall. 58% of
people like online shopping and 42% of people like offline (retail).
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4. Frequency of visiting shopping malls
Particular Percent
Very Often 40%
Often 36%
Rarely 24%
No 0%
People Preception Of Visiting Mall

0%
NO
Rarely People Preception Of

24%
Visiting Mall
Often
36%
Very Often
40%
0% 5%
10% 15%
20% 25%
30% 35%
40%
Interpretation-:
The above pie chart shows how often people like to visit malls. As green and blue color
shows 40% of people like to go very often and rarely, and 36 % of people like to go often
where as no one like not to visit malls.
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5. Opinion regarding Usage of online shopping
Particular Percent
Yes 80%
NO 20%
Have You Ever Used Online Shopping

80.00%
70.00%
60.00%
50.00% Have You Ever Used
40.00% Online Shopping
30.00%
20.00%
10.00%
0.00%
Yes
NO
Interpretation-:
This chart shows the percentage of people who have shopped online. In the pie chart we
can see 80% of people had mad online shopping where as 27% of people didnt. These
20% of people are shown as nil if further online shopping related question.
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6. People usually like to visit shopping mall on.
Particular Percent
Weeks Days 20%
Weekends 40%
Holidays 30%
Occasionally 10%
People Visit Mall on

45.00%
40.00%
40.00%
35.00%
30.00%
30.00%
25.00%
20.00%
20.00%
15.00%
10.00%
10.00%
5.00%
0.00%
Weeks Days Weekends Holidays Occasionally
Interpretation-:
This chart shows when people like most to visit malls. The percentage of people visit to
mall is higher in holidays by 40% whereas 10% people like to go occasionally and on
weekends. Remaining 20% like to visit on weeks days.
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7. People thinking about advertisements as good source of information

regarding shopping malls
Particular Percent
Yes 62%
No 38%
38%
Yes
NO
62%
Interpretation-:
This graph shows people thinking about advertisements as good source of information
regarding shopping malls. 62% of people agree with the sentence where as 38% won't.
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8. People mostly like to shop online
Particular Percent
Weekly 20%
Monthly 42%
Occasionally 34%
None 4%
How Often Do People Shop Online
None 4%
Occasionally 34%
Monthly 42%
Weekly 20%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Interpretation-:
This chart shows when people shop online. The percentage of people shopping online is
higher on monthly basis 42% whereas 34% people like to shop occasionally and 20% on
weekly bases. Remaining 4% of them dont shop online.
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9. The expenditure of individual per month in shopping mall.
Particular Percent
100-500 36%
500-1000 24%
1001-2000 20%
5000 20%
How Much Do You Usually Spend in Shopping Mall Per Mont
5000
20.00%
1001-2000
20.00%
500-1000
24.00%
100-500
36.00%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Interpretation-:
The above chart tells the expenditure of individual per month in shopping mall 36% of
them spend 100-500, 24% of sampling spend 500-1000, major i.e. 20% of samples spend
1001-2000 and 20% of samples spend 5000.
10. Ratings given by samples to the employee behavior in shopping malls out of 5
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Particular Percent
1 2%
2 10%
3 28%
4 34%
5 26%
40%
40%
35%
30%
25% 25%
20%
15%
15%
15%
10% 5%
5%
0%
1
2
3
4
5
Interpretation-:
When it comes to employee rating at mall, 40% of people have rate them the highest, 3
where as 25% of people have rate them 4 and 15% of people have given 5. We can also
see the 5% people had rated 1 and 15% had rated 2.
11. Rate of experience given on shopping online out of 5.
Particular Percent
1 8%
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2 6%
3 18%
4 36%
5 32%
40%
36%
35%
30% 32%
25%
20% 18%
15%
8%
10% 6%
5%
0%
1
2
3
4
5
Interpretation-:
When it comes to rating for online shopping experience , 36% of people have rate them
the highest 4, where as 32% of people have rate 5 and 18% of people had given 3. We
can also see the 8% people have rated 1 and 6% had rated 2.
12. Availability of new style and designs in
Particular Percent
Shopping mall 30%
Online shopping 66%
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Street shopping 4%
Products Of New Style And Designs Are Available At Shoppin
4%
30% shopping mall

online shopping
street shopping
66%
Interpretation-:
The above pie chart show the people believe about the product of new style and
designs and there availability at online shopping. As we can see 66% people
thought online shopping and 30% Retail shopping.
13. Percentage of people shopping FMCG products from shopping malls
Particular Percent
Yes 30%
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No 70%
Do You Purchase Daily Use Products
30%
Yes
No
70%
Interpretation-:
Above chart shows that 70% of people dont purchase daily use product from mall where
as 30% do.
14. People who find online shopping and retail shopping different
Particular Percent
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Yes 80%
NO 20%
Do You Feel Difference Between Mall And General Store
20%
Yes
No
80%
Interpretation-:
In the above pie chart it is shown that what people really think about the difference
between shopping malls and general store. 80% of people believe yes there is a difference
where as 20% of people doesnt think so.
15. Consumers perception on the quality of products available in malls
Particular Percent
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Yes 40%
NO 60%
ighly Priced And Superior Quality Products Are Only Available
40%
Yes
60% NO
Interpretation-:
The above pie chart shows do people really think high priced and good quality products
are only available in malls, 60% of people believe it where as 40% of people dont think
so.
16. Expenditure of an individual shopping online per month
Particular Percent
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100-500 24%
500-1000 22%
1001-2000 29%
5000 25%
Expenditure per month online shopping
5000
25.00%
1001-2000
29.00%
500-1000
22.00%
100-500
24.00%
0%
5%
10%
15%
20%
25%
30%
Interpretation-:
The above chart depicts the expenditure of individuals shopping in mall 24% of them
spend 100-500, 22% of samples spend 500-1000, major i.e. 29% of samples spend 1001-
2000 and 25% of samples spend 5000.
17. Do People suggest others to shop online.
Particular Percent
Yes 85%
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NO 15%
Do You Recommend Others To Use Online Shopping
15%
Yes
No
85%
Interpretation-:
Above chart shows that 85% of people recommend others to use online shopping
where as 15% dont support online shopping.
18. Which mall do you prefer the most for shopping?
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Particular Percent
Orion 28%
Mantri 40%
Garuda 5%
Forum 20%
Other 7%
People visits Mall
7%
28%
20%
5%
40%
Interpretation-:
Above chart shows that 28% of people visit Orion mall, 40% of them go to Mantri
mall , 5% of them go to Garuda mall , and rest of them i.e. 7% of them visit other
malls
19. Which is the most commonly used website for shopping?
Particular Percent
Flip kart 30%
Amazon 36%
Myntra 20%
Jabong 10%
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Yepme 4%
Commonly Used Website
4%
10%
30%
20%
36%
Interpretation-:
Above chart shows the popularity of online shopping websites, 36% of samples shop on
Amazon ,30% of them use Flipkart , 20% of them shop on Myntra , 10% of them Jabong
and rest use 4% on Yepme .
20. Has the frequency of traditional shopping has been reduced due to online
shopping
Particular Percent
Yes 64%
NO 36%
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70.00%
60.00%
50.00%
40.00%
64.00%
30.00%
20.00%
36.00%
10.00%
0.00%
Yes NO
Interpretation-:
The frequency of traditional shopping has been reduced due to online shopping 64%
samples believe its true and rest 36% dont believe.
21. Most common products purchased online.
Particular Percent
Gadgets 40%
Accessories 34%
Daily products 6%
Other products 20%
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Most Common Products People Purchase Online

45%
40%
35%
30%
25%
20% 40.00%
34.00%
15%
10% 20.00%
5%
6.00%
0%
Gadgets Accessories Daily Products Others Goods
Interpretation-;
The above graph shows us the most commonly purchased products online. 40% of the
samplings purchase Gadgets, 34% of them would like to purchase accessories, 6 % of
them purchase daily products and rest 20% buy other products.
22. Payment method used for online shopping.
Particular Percent
COD 50%
Cheque 6%
Debit\credit card 30%
Other 14%
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Payment Method
50%
45%
40%
35%
30% 50%
25%
20% 30%
15%
10% 14%
6%
5%
0%
COD Cheque Dbit/Credit Card Other
Interpretation-;
The above graph shows us the payment method which sampling would like in online
shopping. 50% of the people like Cash on delivery, 30% of them would like to pay with
Debit/credit card, 5 % of them use cheque.
Convenience Factor:
Online retailers are moving towards enhancing the convenience factor and thus attracting
the shoppers to use this channel. Moreover the growth of the mobile communication has
led to the growth of the online retailing as people are more accessible to internet 24 x 7
there is no time limits involve all you need is a internet connection and money in your
pocket to pay the price and everything is at your door
Payment Mode:
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As compare to the earlier days where we have to make the payment in advance and wait
for our order for weeks, now we make the order first and make the payment when the
goods are delivered. Apart from liquid cash payments, multiple payment methods are
introduced as Debit card payments, credit card payments , cash on delivery etc.
The following chart gives a picture for various payment methods for E-shopping.
Delivery:
For general type of products line DDV, CD, Goggles, books etc., are being
delivered to the customer in 2 to 3 working days and the goods which are required
to be produced like special print sarees, customized bags etc., are delivered within
5-6 working days. Moreover single unit of any product chosen by the customer
can also be delivered from other country, which may not be possible to import in
case of physical purchase.
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Product Comparison:
Without moving from one shop to other for comparing the benefits of the product,
the shopper gets the benefit of comparing the features and cost analysis at one
place. By navigation multiple web pages with a single click. Most of the sites are
providing this facility of searching the product based on budget or based on
criteria
Cost and Time Saving:
A shopper saves a good amount of time and money by shopping online. In the
metros and even in the smaller towns which are growing fast, the life of an
average person has become very fast. T
CHAPTER-5
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SUMMARY OF FINDINGS AND CONCLUSIONS
Findings on online shopping
Among the top findings of the survey, as put forth by Online Shopping, are the following:
Convenience was listed as the top reason for shopping online by 74% of the
respondents, and at the same level were purchase goods in online. This is good
news for e-tailers, as the value proposition for online shopping is clear in the
minds of shoppers.
27% of our respondents said they arent purchase of their goods online. We
believe this bodes well for e-tailers as online shopping is gaining acceptance.
95% of respondents look for products information and service information

before purchasing.
Conclusion on online shopping
After having detail study on Online Shopping one can see a great change in the
behaviour of people in many manners like their attitude, buying pattern. In earlier
times people use to do manual shopping but now as time changed people are
becoming busy and due to which technology has brought a new revolution i.e.
Online Shopping.
As we started doing survey it came to in notice that young age group people i.e.
15-30 uses or prefer online shopping because it is time and energy saving. But
middle-age group does not prefer much because they have wrong perception that
by seeing the product one can get the goods of proper quality. And even some
people does not prefer using plastic money i.e. credit cards.
In 95% of the purchases, the terms and conditions were available before entering
into a purchase process, but the legal requirement to inform about the cooling-off
period was only met in 82% of the purchases. This means that in 18% of the
purchases, the Mystery Shopper was not informed about the legal right to
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withdraw from the contract. This is a rather disturbing result. However, it was
worse to discover that the websites contained information about the legal
warranty and the rights connected to it in only 37% of the purchases. Furthermore
the information given about these rights was only correct in 80% of the cases.
In only 68% of the purchases did the trader provide information to consumers on
the process of completing the purchase. The figure is higher when it comes to
providing the consumers with the possibility to review the details of the order
before placing it. This possibility was provided for in 89% of the purchases. The
obligation to provide this information follows from the E-commerce Directive.
Findings on shopping mall
45% of respondents look for not to waste of their time.
Reason for shopping mall by 44% of the respondents, and at the same level was
purchase goods in online. This is good news for e-tailers, as the value proposition
for online shopping is clear in the minds of shoppers.
56% of our respondents said they were purchase of their goods in shopping malls.
We believe this bodes well for as shopping is gaining acceptance.
55% of respondents look for product checking and service information before
purchasing.
Conclusion on shopping mall
The share of modern retail market in India was around 5% in 2008 is very low
compared to countries in the west, where the share of modern retail to the total
retail is 75-80 percent. Therefore there is tremendous potential for the modern
retail formats like malls to grow in India. Mall boom in India started in 2003 and
continues to thrive after a setback in 2008-09 because of recession. There are
malls which are doing well including those established in the formative years like
Ansal Plaza, Delhi. However malls which jumped into the fray without any
planning and strategy are having troubles with low footfalls and low retailer
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occupancy. This research was conducted with the intention to help developers in a
capital intensive sector to avoid the mistakes of the past and benefit from being a
part of the booming retail sector.
One of the important conclusions is that there is a lack of clarity amongst mall
developers regarding positioning and image. As shown in the table 8, the focus is
on image which is a combination of functional and psychological attributes of the
mall. Hence there is an attempt to provide aesthetic design, range of retail outlets,
good ambience, good security and so on. All these are important functions of mall
development and mall management. However apart from focussing on the above,
there is no effort to develop a positioning strategy which is critical for the success
of a mall. Without a positioning strategy, all the malls are similar to each other.
Hence, it can be reasoned that, such lack of differentiation is the reason behind
increasing retailer vacancy levels and reduced shopper footfall.
Another important conclusion from the study is that positioning constructs,

convenience, shopping experience, entertainment, property management and
ambience have a positive influence on shopper satisfaction. Convenience has the
highest impact on the mall, followed by shopping experience. The least positive
influence is caused by the positioning construct ambience, perhaps because it is
taken for granted as all the malls are able to provide good ambience. It could not
be proved in the study that promotions positively influence shopper satisfaction.
Online shopping has given any and all types of consumers the ability of being
able to buy anything, that is, any type of item or product, regardless of where its
location is in any part of the world. Whats more, the consumer does not have to
leave the confines of his house or current location to be able to own and purchase
the merchandise, item, or product that he wants. Online shopping has come up as
a boon for all type of consumers and it has something to offer for everyone.
Despite of this fact that it is highly convenient and time saving and to certain
extent it is also cost cutting exercise as one need not to step out of his / her home
for doing shopping. The main area of concern is the limited internet usage and
security problem. A lot of stress need to be given on these two parameters so that
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this IT revolution can be of use to everyone in India and then only it can be a
success in true sense of terms. Otherwise, it will just end up being a style
statement of few who wants to be away from the crowd and then it will loose its
applicability in the real world. Traditional shopping still allows for more ground
to the consumer in terms of being able to physically check out and even try out
the merchandise that he wants. So if you have certain peculiarities, quirks, or
habits that you, as a consumer, would have, no matter what type of shopping you
choose, whether you would go for online shopping or traditional shopping, the
bottom line is that you would always be able to find the best means to whatever
suits you in both the money factor and the need or want factor.
CHAPTER-VI
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RECOMMENDATIONS AND SUGGESTIONS
Recommendation on online shopping
They should provide complete information about their products and should make
site simple so that common people can understand how to make purchase - As in
online one purchase goods through credit cards but one can use the approach of
cash payment during delivery - One can use more animation through which they
can attract more customers - One can use the approach of credit points i.e. if one
purchase for the first time they get credit points due to which if they purchase for
the second time they can get discount of that much points. Due to which one
increase the repurchase.
Suggestions on online shopping
Security for consumers personal details.
More details about the latest products and service information
Web site design can easy to understand for consumer.
No minimum purchase for free Shipping.
Decrease the shipping misplacement.
More offers for consumers.
Delivery of goods has to deliver within 36 hours.
Recommendation on shopping mall
One can use more animation through which they can attract more customers.
They should provide complete information about their products and should make
mall simple so that common people can understand how to make purchase.
As in shopping mall purchase of goods through credit cards but one can use the
approach of cash payment during delivery
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One can use the approach of credit points i.e. if one purchase for the first time
they get credit points due to which if they purchase for the second time they can
get discount of that much points. Due to which one increase the repurchase.
Suggestions on shopping mall
More products and services information for consumers.
Free parking for consumers vehicles.
Events for festivals.
Proper emergency exit for people.
Lotteries for who comes to shopping mall regularly.
CHAPTER-7
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LEARNING OUTCOME
By this internship project I have learnt and gain knowledge about the way that the people
think and also what type services they like and more. In this particular project that is
online shopping versus mall shopping, I came to the conclusion that most of the people
prefer online shopping, because it consumes less time and the people have provided with
lots of variety of goods and services and also different brands in same products.
But the people also like to visit malls for window shopping, entertainment, to eat, drink
and other stuff like that. Most of the people visit malls to hangout with friends and
families and also they like to play games and watch movies in malls.
In the view of shopping the majority of people prefer online shopping because the people
are like upgrade themselves in using technology, and use the benefits they get. And
remaining people prefer mall shopping because they cant touch or trail the product
before they buy it and also they care about quality of product before they buy it.
The majority of people who use online shopping are youth, because they dont like to go
to malls and spend the time in trailing the product before they buy. But in online
shopping they read or look at the reviews and ratings which had given by experts or the
users of the product and then they decide to buy that particular product.
BIBLIOGRAPHY
57
REVA UNIVERSITY
BOOKS
The E-myth by Michael E.Gerber.
Digital Bacon by Alex Rodriguez.
The 100 Dollar Start-up by Chris guillebeau
JOURNAL
MERYL PAULA GARDENER Mood states and consumer behavioral critical review
MICHAEL J. THOMAS consumer market research
RICHARD A FEINBERG and JENNIFER MEOLI brief history of the mall.
WEBSITE
Google.com
Wikipedia.com
Couponguru.com
Annexure
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REVA UNIVERSITY
1. What method of shopping do you prefer?
Online shopping Traditional shopping
2. You visit shopping malls
Very often often rarely No
3. When do you prefer going to shopping malls?
Week days weekends holidays occasionally
4. How much do you normally spend in shopping malls in a single shopping?
Less than 500 between 500-1000 between 1001-2000 more than 5000
5. Do you consider advertisements as source of information regarding E-Commerce

websites?
Yes No
6. How would you rate the employee behavior in shopping malls out of 5?
1 2 3 4 5
7. Do you think products of new style and designs are only available at shopping malls?
Yes No
8. Do you purchase daily use products from shopping malls only?
Yes No
9. Do you feel any type of difference between shopping mall and online shopping
websites?
Yes No
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REVA UNIVERSITY
10. Do you think highly priced and superior quality products are only available at
shopping malls?
Yes No
11. What are the reasons that attract you to visit a mall?
Accessibility
Decorations
Shops in mall
Entertainment
Others
12. Have you ever used online shopping?
Yes No
13. How often do you have online shop?
Weekly monthly occasionally
14. How much do you usually spend on online shopping per month?
Rs.100-1000 Rs.1001-5000 Rs. more than 5000
15. Do you recommend others to use online shopping?
Yes No
16. Which mall do you prefer the most for shopping?
Orion Mantri Garuda Forum Others
17. Have you reduced the frequency of traditional / mall shopping due to online
shopping?
Yes No
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REVA UNIVERSITY
18. What are the most common products you purchase online?
Gadgets accessories daily products other goods
19. Which is the most commonly used website for shopping?
Flipkart Amazon Myntra Jabong Yepme
20. What would be your best payment method if you buy online?
COD Cheque Debit/credit card Others
61
REVA UNIVERSITY

Piyush Simply

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ONLINE SHOPPING v/s TRADITIONAL SHOPPING

What is traditional shopping?

A shopping mall is a modern, chiefly North American, term for a form of

Advantages of shopping malls:

Increase in the growth of the organized retail sector.

Disadvantages of shopping malls:

Monopolization of the organized retail sector In India, the emergence of

There would be different formats of shopping malls depending on the region.

Types of Shopping Malls

Characterized as manufacturers' outlet centres between 50,000 and 400,000 sq. ft

Super regional Centres

Characterized as tourist-oriented, retail and service centres between 80,000and

Components of shopping mall

A department store is a retail establishment which specializes in selling a wide

Additionally select other lines of products such as paint, hardware, toiletries,

department stores commonly have central customer checkout areas, generally in

Development of shopping areas and building types

Headquarters of the International Council of Shopping Centers in the middle

FACTORS MAKING SHOPPING MALL TREMENDOUSLY SUCCESSFUL

The success of modern shopping centres relies on a number of critical success

EFFECT OF SHOPPING MALLS ON THE SMALL RETAILERS

Retail store design strategy

Online shopping (sometimes known as e-tail from "electronic retail" or e-shopping) is a

Online shopping or e-shopping is a form of electronic commerce which allows consumers

(Aldrich Archive, 1982) online shopping is invented by an English entrepreneur

INTERNATIONAL E-COMMERCE STATISTICS

Growth of E- commerce in India

For developing countries like India, e-commerce offers considerable opportunity.

Generally, higher levels of education and personal income correspond to more

In a December 2011 study, Equation Research surveyed 1,500 online shoppers

PROCESS OF ONLINE SHOPPING

Electronic money of various types

Checks and Money order

Cash On Delivery (COD)

Shipping: The product is shipped to a customer-designated address. Retail

Printing out, provision of a code for, or e-mailing of such items as admission

SHOPPING CART SYSTEMS

environment of virtual shopping is enhanced by providing additional product

Two major dimensions of information load are complexity and novelty.

Consumer needs and expectations

Specific features of Online shopping:-

According to Parasuraman, Zeithaml and Berry (1988), perceived quality and

Research methodology explains the overarching theoretical and philosophical

1. Age group of samplings.

2. Division of gender in samples.

3. Type of shopping preferred

4. Frequency of visiting shopping malls

People Preception Of Visiting Mall

Rarely People Preception Of

5. Opinion regarding Usage of online shopping

Have You Ever Used Online Shopping

6. People usually like to visit shopping mall on.

People Visit Mall on

7. People thinking about advertisements as good source of information

8. People mostly like to shop online

How Often Do People Shop Online

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

9. The expenditure of individual per month in shopping mall.

How Much Do You Usually Spend in Shopping Mall Per Mont

11. Rate of experience given on shopping online out of 5.

12. Availability of new style and designs in

Products Of New Style And Designs Are Available At Shoppin

30% shopping mall