Professional Documents
Culture Documents
SYNOPSIS
INTRODUCTION
Industry Profile
The shopping mall is a global phenomenon that has its roots in ancient
outdoor bazaars where people would go to buy goods from local artisans,
farmers and craftsmen. The shopping malls that we know today were birthed
in the beginning of the 20th century and have since then grew to cover the
major cities of the world in a few different forms. Not only has the shopping
mall become a place to find and purchase goods, it is also known as a
cultural hot spot where people of all ages can come to interact. However,
there has been some criticism to shopping malls, specifically strip malls.
Shopping malls are typically known to be indoor shopping centers, though
some have outdoor areas with the shops having their own indoor space. The
idea came from old covered marketplaces that were popular between the
10th and 15th centuries, and are even still around today. In 1785, the first
purposely-built shopping center was created, but it was not until 1916 that a
shopping mall as we consider them today was built in the United States.
During the 1950s, large indoor shopping malls began to spring up in major
cities across the world, with famous ones being built in Paris and London.
As automobiles and suburbs sprung up, strip malls were created, which the
first shopping centers were built outside of downtown areas.
Types
There a few different types of shopping malls that should be noted. The
average shopping mall is less than 400,000 square feet, with those between
400,000 and 800,000 square feet being known as regional shopping malls.
Because they are larger, they can accommodate higher end stores that may
need more space for their stores. Super-regional malls are those that are over
800,000 square feet. These are the premier shopping mall for the surrounding
areas and suburbs. Please purchase PDF Split-Merge on www.verypdf.com
to remove this watermark. Strip malls are strictly sub urban and usually
consist of large parking lots surrounded by single story shops. Outlet malls
are special shopping malls where manufacturers sell their products directly
through their own stores.
Features
The first shopping malls were composed mainly of independent shops with
some food vendors scattered throughout. It wasn't long before food courts
were added to give consumers a central place to eat. This also offered more
choices of food. Other additions that were made to shopping malls through
the 20th century included the addition of department stores. These were
added when large finances were needed to keep bigger shopping running.
Size
From 1986 to 2004, the West Edmonton Mall in Alberta, Canada was
considered the largest shopping center in the world. In less than four years it
became the fourth largest, which shows the rapid growth of shopping malls
during recent years. The largest mall in the world is the recently opened Mall
of Arabia in Dubai, which will be 9, 29,000 square meters in size. The
second and third largest shopping malls are all located in China and
Malaysia respectfully.
Potential
The most recent history of shopping malls paints two very different pictures
of the future of the buildings. Strip malls have quickly fell out of popularity
and power shopping centers have taken their place. These feature big box
retailers that often supply goods at lower prices than smaller local shops. In
downtown districts, where land is expensive, vertical shopping malls are
popping up, which include the design of skyscrapers. In the future, it is
thought that most new malls will expand vertically rather than horizontally,
including parking spaces for the mall. Please purchase PDF Split-Merge on
www.verypdf.com to remove this watermark. 44
Company Profile
RESQ has a modern shopping mall at Chennai. RESQ products are Backed
by young, dynamic and fully equipped factory trained suppliers.
Ever since its inception in 1994, RESQ has been growing from Strength to
Strength, Crossing one milestone after another, RESQ meticulously has built
an image of a popular brand with its design, development, reliability and
after-Sales-Service. For over 24 years Res Q has been committed to quality
and customer satisfaction. We have established and are continuously
improving upon our quality management systems. Res Q’s history of quality
has earned an approved supplier status with many cities, Driven by an Urge
for utilizing the latest and up-to-date technology, Continuous R & D
Programmed and Product innovation backed by stringent Quality Control
and Customer responsiveness, RESQ is poised to play the role of true
leader.
You first need to identify who your current customers are. The more
detailed understanding you have of your customers the better. This one
group of customers should then be split into sub-groups that have similar
traits and motivations. You can also identify target customers you are not yet
reaching.
Customer analysis must then show what the needs of these different
customer groups are.
You then need to work out what bridges these two, identifying how
the company’s products meet the needs of each customer group. How do you
provide solutions to their pain points?
In the age of the consumer, bringing the voice of the customer into the
heart of the business can improve customer experience to differentiate your
brand.
You can learn more about your customers in a variety of ways, and a
mix of research methods will give you the most accurate results. It is best to
gather as much information as possible, and to not fall into thinking details
are irrelevant. Details like age, gender, location, demographics and
psychographics are all important, but so are their interests, other brands they
like, publications they read and so on.
Talking to them and running a survey will be the best way of hearing
about them in their own words, although that does come with biases. Reduce
this by complementing that research with sales data, CRM data, and
speaking to customer-facing employees. Once you have identified these
groups, social data can elaborate your understanding by providing a more
holistic view of the groups.
Customer analysis involves identifying who your customer actually is
It’s also worth considering at this stage if the buyer and user are the
same person. In a B2B setting, the buyer might hold budget responsibility
but not actually use the service/software/product. In a B2C setting, there are
several situations when a buyer might not be the user; a toy water pistol or
diamond rings are unlikely to be used by the purchaser.
Objections: common reasons why this persona wouldn’t choose your product
Common language: what language should you use to appeal to their needs?
Quotes: adding some qualitative data in the form of quotes can really help to
bring the personas to life and remind you there are real people behind these
aggregated models
The next step in customer analysis is to get a good idea of what the
customer’s needs are. By understanding their needs, several departments can
gear their output towards answering these questions, rather than taking an “If
you build it, they will come” approach.
Maze
Consider the past actions of the group, such as the percentage that
have purchased a similar product at some time in the past
For B2B businesses, looking at job adverts for your target customers
can give you an insight into their day to day work and problems
Once you’ve done your research and outlined your different customer
groups and their needs, you should connect the dots to your brand and
identify how you meet those needs. This section of customer analysis should
just be a matter of discussing and brainstorming with internal partners.
Key in door
Solution based answers should come out of this process. Rather than
saying, “we have these features”, you should be focusing on how those
features deliver solutions to the problems faced by your customers and
prospects.
Solving the problems that customers face on a daily basis will resonate
with them much better than shouting about a shiny new feature. Focus on
how you can make their lives easier and more enjoyable.
REVIEW OF LITERATURE
Nasr Azad; Maryam Safaei (2012) states that there are many
evidences to believe that customers select their products based on brand
name. Products also maintain their own characteristics, which make them
differentiable from others. In this paper, researchers have present an
empirical study to determine important factors influencing customers'
purchasing intend for cellular phones in capital city of Iran, Tehran. The
results of the study show that there are some positive relationships between
exclusive name and quality perception, between exclusive name and word of
mouth advertisement, between quality perception and fidelity, between word
of mouth advertisement and brand name and between brand name image and
brand name.
• Market customer: A market is the group of customers who gain the same
benefit from a product. Market can be undifferentiated or differentiated. In
case of differentiated markets, market segmentation can be based on
geographic, demographic or psychological segmentation. Whichever the
market is, it has to be homogeneous, consistent, executable and profitable.
Steps in consumer analysis:
Consumer buyer is the buyer who is also the consumer of the product or the
service being bought. The opposite of this can be the industrial buyer who,
buys the raw material, converts it to some good which is then sold to the
consumer.
Example
- Convenience goods
- Shopping goods
- Specialty goods
- Unsought goods
It keeps a check on the companies and ensures that the consumers get quality
products which are safe for them at the correct price. It also ensures that the
consumers are provided with the correct information about the products.
Also Consumerism forces the companies to operate and produce goods and
services according to the consumer’s needs. It plays a very important role in
every stage of marketing starting from new product design to communication
through advertisements.
RESEARCH METHODOLOGY
Each consumer behavior research project may have its own challenges and
approach. However, in the design of any research project researchers follow
the same general steps: research objectives; research design; sampling plan;
data collection; data analysis; and reporting
• Data collection: During data collection the researcher enters the field and
collects the data. This is the most exciting step for the researcher, but also
time consuming.
• Data analysis: Once the data have been collected, the researcher analyses
the data in order to test the hypotheses and answer the research questions.
The nature of the data (i.e. text, numerical) defines the analytical approach
that the research can follow.
• Reporting: The final step in this process is to prepare a report and present
the research findings to the research community and the interested
stakeholders. An important consideration in the overall process of the
research design is ethical issues that may arise. Such ethical issues may
relate to data collection (e.g. protect participants and respecting their privacy,
acquiring an informed
This chapter presents the data analysis and research findings. It describes the
analysis of the data, the statistical results, and acceptance or rejection of the
hypotheses. The second section includes the discussion of the results. Any
research based on measurements must be concerned with the dependability,
or, as it is usually called, reliability of measurements. This particular study
was designed to examine cognitive processes involved in consumer buying
process.
Advertisements influence consumers‟ purchase decision and more
importantly, their marginal willingness-to-pay for the advertised brand. Of
course, for this effect to be of any significance to the producer, consumers
must believe that advertisements reveal the true quality and characteristics of
the product. Thus, for a consumer who believes that advertisements are
intended to make people think that competing brands are differentiated,
though they are not, there will be no positive demand effect. Further,
advertisements change the relative evaluation of competing brands and thus
result in a consumer switch. Advertisements are often used by the incumbent
firms as an entry-deterring strategy. On the one hand, the potential entrants
must match the advertisement expenditure incurred by the incumbent firm to
gain a positive market share.
It is also apparent that there is a strong correlation between the
perceived importance of advertising as an entry-deterring tool and the
intensity of advertising spending. Multivariate modelling provides
confirmation that the existence of a sheltered market position and the
profitability that typically accompanies this provides a statistically
relatively automatic, stems from habit and other unconscious forces, and is
greatly influenced by the consumer‟s social and physical situation. Further
issues with the cognitive-dominant view of consumer decision making arise
from consumers having less time for shopping, being faced with an
increasing number of choices, and feeling overloaded with information
(Zaichkowsky 19919). „Rules of thumb‟ and heuristics are often utilised by
consumers to simplify purchase decisions in today‟s complex world.
The data after collection are to be processed and analyzed in accordance
with the requirement and purpose at the time of the development of the
scale. It is essential for such a scientific study that only the relevant data
should be used from the collection of such a voluminous data and processed
through the proper statistical tools. Data were thoroughly evaluated before
analysis. Data were analysed with the help of Statistical Package for Social
Sciences (SPSS package) and the MS-EXCEL tool.
The data has been analysed as per the objectives of the study.
1. Relationship between shopping pattern and frequency of being
influenced by advertisements.
The main objective is to extract the cognitive effects of advertisements on
consumers, how they think, feel, reason, and select between different
alternatives (e.g., brands, products, and retailers); the behaviour of
consumers while shopping or making other marketing decisions after
watching an advertisements; how consumer motivation and decision
strategies differ between products that differ in their level of importance or
interest that they entail for the consumer; and how marketers can adapt and
improve their marketing campaigns and marketing strategies to more
effectively reach the consumer. What may appear to be harmless to one
person or a group may be
Yes No Total
Always 96 42 138
The results of Table-4.1 show that 509 individuals were asked whether their
shopping pattern gets influenced by advertisements, out of which 393
consumers said they are influenced but 116 were not influenced. This
response was then related with frequency of advertisements i.e. always, often
and sometimes. Out of 393 consumers, 96 were always influenced; 124 often
influenced and 173 were sometimes influenced by advertisements. The
responses were related with frequency of advertisements also. The chi-square
value at 5% significance level is insignificant. The results shown in the above
table indicate the non-acceptance of hypothesis H1 implying that there is no
relationship between frequency of watching advertisements and shopping
pattern of the individuals.
2. Role of different means of media in influencing the purchase behaviour of the
consumer. Advertising messages are usually paid for by sponsors and viewed
via various traditional media; including mass media such as newspapers,
magazines, television commercial, radio advertisement, outdoor advertising
or direct mail; or new media such as websites and text messages. Since
information technologies were developed, the spread of information has been
much faster than before. Traditional advertisements, such as television
advertisements, radio advertisements and newspaper advertisements, are not
sufficient for companies to promote their products and services. However,
due to the overload information of advertisements, consumers do not have
enough time to review by themselves and are compelled to ignore most of
After purchasing the product, the buyer will experience some level of
satisfaction or dissatisfaction. The marketers‟ job does not end when the
product is bought but continues into the post purchase period. Marketers
must monitor post purchase
satisfaction, post purchase actions and cognitive dissonance. The buyer’s
satisfaction or dissatisfaction will influence future behaviour. A satisfied
buyer will purchase the product again and recommend it to others.
Dissatisfied buyers will
respond differently. They may stop using the product, return it, or take some
form of public action. (Strydom et al. 2000)14.
The consumers‟ decision process does not end with the purchase. Rather, the
experience of buying and using the product provides information that the
consumer will use in future decision making. In some cases, the consumer
will be pleased with the experience and will buy the same product from the
same supplier again. In other cases, the consumer will be disappointed and
may even return or exchange the product. In general, the post purchase
process includes four steps: decision confirmation, experience evaluation,
satisfaction or dissatisfaction, and future response. Czinkota et al. (2000)15.
In markets in which first-time purchases are rare, advertising helps either
switching or retaining customers who otherwise might switch. There are
three possible consequences advertising exposure can have on a consumer‟s
brand choice. It can increase the probability that the consumer will change
brands (brand switching), it can induce the consumer to stay with the brand
last purchased (repeat purchasing) or it can have no effect on choice
probabilities. Each of these effects is possible and presents a number of
different mechanisms. Brand switching effects can result from
Table-4.3a
easily switch over from one brand to another. So the advertisements can
easily change the purchasing decision of the consumer if the products are of
almost same quality.
The mean and SD for S3.12 is 3.46 and 1.03 respectively. The t-value is
11.15 which is significant at .05 level. The results show that when a
promotion is over consumers go back to regular brand. So, when consumers
change the products due to any promotional offer, they go to the brand they
generally use. Thus dissonance may be formed due to any promotional offer
but dissonance for such product is not permanent.
The mean and SD for S3.14 is 3.63 and 0.93 respectively. The t-value is
17.00 which
is significant at .05 level. The result shows that the advertisements influence
the purchase decision of consumers who enjoy trying something different;
even if they like their brand, by watching advertisements they switch to
other brands.
The above results indicate that there is enough evidence at 5% significance
level for non rejection of hypothesis H3a. In case of almost similar products,
advertisements play significant role in forming cognitive dissonance.
Promotional offers may also contribute in forming cognitive dissonance.
Advertisements work for such segment of consumers also who enjoy trying
something new.
H3b The advertisement of different media results in preventing cognitive
dissonance if sample mean is greater than 3.
When and how advertisement play a role in preventing cognitive dissonance
is examined here.
Table-4.3b
Preventing
Mean value SD t-Values
cognitive
dissonance
The obtained data were analysed by applying descriptive statistics i.e. mean
and SD. The responses were recorded on a 5- point Likert scale where
„1‟ means strongly disagree and „5‟ means strongly agree. So if a response
is greater than 3 that would imply either agree or strongly agree with a
particular statement.
Table-4.3b presents the mean and SD and t-value of the observed variable.
The mean and SD for S3.7 is 3.65 and 0.95 respectively. The t-value is 17.12
which is significant at .05 level.
The mean and SD for S3.8 is 3.61 and 0.93 respectively. The t-value is 16.63
which is significant at .05 level. The results show that Branded shoes (e.g.
Hush Puppies, D &
G, Jimmy Choo, Liberty etc.) are strong enough to keep consumers coming
back for more and there is no need to watch the advertisements of other
brands. The quality of these brands is so high that prevents the consumer
from shifting to other brand.
The mean and SD for S3.9 is 3.62 and 1.02 respectively. The t-value is 15.31
which is significant at .05 level. So, it may be inferred that use of
International brands of Health foods (Amway, Herb life, etc.) give the
consumer satisfaction for quality and dissonance is prevented in this
category of goods also.
The mean and SD for S3.10 is 3.65 and 1.06 respectively. The t-value is
11.58 which is significant at .05 level. The result shows that the quality of
international brands of frozen foods is so good that advertisements of Indian
foods do not have any effect on consumers even if the advertisements are
there. So, in that case also advertisements cannot form cognitive dissonance.
The mean and SD for S3.13 is 3.56 and 1.03 respectively. The t-value is
13.65 which is significant at .05 level. The results show that consumers
don‟t like sampling different brands for the sake of comparison only.
The mean and SD for S3.15 is 3.64 and 0.99 respectively. The t-value is
16.14 which is significant at .05 level. It shows that even if consumers see
the advertisement of new brand, they refer to friends/family before making
purchasing decision.
Hence, Hypothesis H3b is accepted that the advertisements cannot form
cognitive dissonance among consumers about a product especially when the
quality of the product they are using is so high like in case of branded shoes
or health foods and frozen foods.
Spontaneous
Mean SD t-value
Purchase decision
Table-4.4a presented the mean and SD and t-value of the observed variable.
The mean and SD for S 4.1 is 3.31 and 1.05 respectively. The t-value is 7.28
which is significant at .05 level. It shows that when consumers come in
contact of an advertisement, they get excited and immediately buy
something new.
The mean and SD for S 4.2 is 3.40 and 1.05 respectively. The t-value is 9.56
which is significant at .05 level. It is depicted from the results that the
consumers who don‟t do planned shopping, they spontaneously decide to
purchase looking around an advertisement in a store.
The mean and SD for S 4.3 is 3.66 and 0.97 respectively. The t-value is16.77
which is significant at .05 level. It shows that the consumers who never
make a list for shopping they spontaneously shop for the products on seeing
an advertisement.
The mean and SD for S4.8 is 3.58 and 1.02 respectively. The t-value is 14.31
which is significant at .05 level. It is depicted from results that consumers,
who shop in order to reduce stress and to feel better by shopping, always
keep an eye on advertisements. The mean and SD for S4.9 is 3.45 and 0.98
respectively. The t-value is 11.44 which is significant at .05 level. It is
depicted from results that the consumers who feel pleasure in shopping
itself, they make their purchase decision impulsively after watching an
advertisement.
The mean and SD for S4.11 is 3.25 and 1.17 respectively. The t-value is 5.42
which is significant at .05 level. It shows that consumers generally buy
things without thinking rationally when they see some celebrity using them
in an advertisement.
The mean and SD for S4.12 is 3.23 and 1.21 respectively. The t-value is 4.80
which is significant at .05 level. It shows that consumers purchase trendy
products promoted in an advertisement even though they are not of much
use for them. So, in case of trendy products the purchase decision are
spontaneous and consumers follow their impulse.
The mean and SD for S4.13 is 3.60 and 1.02 respectively. The t-value is
14.53 which is significant at .05 level. The result shows that advertising
often persuades people to buy things that they really don't require in life.
Hence, Hypothesis H4a is accepted as there is a relationship between
advertisement and impulsive purchase decision of consumers.
H4b: Advertisements result in non-spontaneous purchase decision if sample
mean is greater than 3
Table-4.4b
Non-
Mean SD t-value
spontaneous
Purchase
decision
The mean and SD for S4.7 is 3.76 and 1.00 respectively. The t-value is 18.92
it is significant at .05 level. It may be inferred that the consumers who buy
those goods which are worth buying don‟t buy impulsively even if
advertisements are too good.
The mean and SD for S4.10 is 3.51 and 0.96 respectively. The t-value is
13.21it is significant at .05 level. The results shown in the above table reveal
that there is no effect on the people who don‟t buy things only on looking at
an advertisement in the store.
Hence, Hypothesis H4b is accepted and therefore there is a no relationship
between advertisement and impulsive purchase decision of consumers when
the question is regarding quality or when the consumer weighs economic
conditions also
4 Role of advertisements in influencing the purchasing decisions of
children as perceived by parents.
No one approach is far-reaching enough to capture the true nature of a
child‟s understanding of television advertisements. However, because the
majority of children continue to grow up with the television set on for most
of the day, they are processing the information being sent to them through
advertisements. Today‟s cultural focus on the commercialization of goods
and the proliferation of a consumer- based lifestyle means that children
cannot avoid the messages being sent to them via television.
Children can develop into responsible and informed consumers if their
cognitive interpretation of television advertisements is guided through their
interactions. Therefore, parents should interact with their children while they
watch television, instead of turning on the television set and leaving the
room. Parents should model
consumer behaviours and discuss the reality of television advertisements
with their children.
Berey and Pollay (1968)20 were the first to understand the role of
children. They measured the assertiveness of the child (in favour of a brand
preferred by the child) and the child-centeredness of the mother in the case
of purchase of a brand of breakfast cereal. They found that high child-
centered mothers purchased the child‟s favourite brand less frequently,
implying that when a mother is child centered, she would purchase a brand
that is good for the child and not necessarily one that is preferred by the
child. Berey and Pollay also found that the assertiveness of the child
enhanced the recall of the child‟s favourite brand among mothers.
Examining shifts in such influence across age, Ward and Wackman (1972)21
found that attempts by children at influencing purchase were negatively
related to the age of the child; however the tendency of mothers to yield to
such influence rose with the age of the child but varied across product
categories. Mehrotra and Torges (1977)22 and Williams and Veeck (1998)23
suggested that no particular attitude or set of attitudes uniquely determines
for all products whether a mother would be influenced by her child or not.
Child-centered mothers were more likely to be influenced by their children
and family-oriented mothers or women with close knit families were more
sensitive to children’s influence. Mothers co-viewing television programmes
with their children were more likely to yield to children’s influencing
attempt for products advertised on those shows.
To analyse this objective firstly parents i.e. respondents were asked whether
the exposure to advertisements has resulted in increasing trend of unreasoned
shopping among children. Then the results to this were related with
parent‟s perception about
role of their children in shopping was recorded. This response of the trend in
unreasoned shopping was recorded on the scale „yes‟ and „no‟ and the
responses were measured on the statements 5.7 to 5.12. The statements are
related to the parent‟s perception that whether they respect their children
expertise and preferences on products and brands. Whether they take opinion
of their children while shopping? This was recorded on Likert scale of 1 to 5
where „1‟ meant strongly disagree „5‟ means strongly agree. So the
prepared hypothesis was:
H5a Parents perception about role of children in purchasing decision is
different with respect to trend in unseasoned shopping.
Yes No
Mean SD Mean SD
Table-4.5b
Mean values
*Insignificant at 5% significance
In order to find out Parents perception one way ANOVA has been applied to
evaluate the hypothesis.
The results from Table-4.5b show a significant difference amongst three
groups of parents as depicted in F value that different groups of parents have
different response towards role of advertisements in inducing materialism
amongst children. It was found that parents who never watch TV with their
children agree more to S5.13 and they don‟t consider advertisements to be
fro inducing up materialism and arrogance in children as compared to
parents who spend all the time or sometime with their children.
The results of above table show that F value = 3.04 found to be slightly
significant at 5% Significance level for S5.14. This implies that parents who
never watch TV and sometime watch TV with their children agree to S5.14
that they are comfortable with the advertisements of men‟s stuff in which
portrayal of women is there, as compared to parents who spend all the time
with their children, while watching TV.
Further, the results of Table-4.5b show a significant difference among three
groups of parents as depicted in F value. So, different groups of parents have
different responses towards the contribution of advertisements in bringing
change in the role of women from a subordinate to a decision maker in
family purchase decision making process. It was found that parents who
never watch TV with their children strongly agree to S5.15and they believe
that advertisements are resulting in bringing this type of change
in the role of women as compared to the parents who spend all the time or
sometime with their children.
The results from Table-4.5b show insignificant difference among three
groups of
parents as depicted in F value regarding their opinion as to the fact that
advertisements depict products as better than they really are. It was found
that parents who never watch TV with their children agree more to S5.16 as
compared to the parents who spend all the time or sometime with their
children.
The results of above table further show that F value = 18.95 found to be
slightly significant at 5% significance level for S5.17. This implies that
parents who sometimes watch TV agree to S5.17that advertisements do not
always tell the truth than the other two groups.
The results of Table-4.5b show a significant difference among three groups
of parents as depicted in F value that different groups of parents have
different response towards S5.18. It was found that parents who all the time
and sometimes watch TV with their children agree more to S5.18 that the
purpose of advertising is to sell products only as compared to parents who
never spend time to watch TV with their children.
The results of above table regarding S5.19 show that F value = 2.64 found to
be insignificant at 5% Significance level. It was found that parents who all
the time and sometimes watch TV with their children agree to S5.19 that
some of the advertised products are not good for children, as compared to
parents who never spend time for watching TV with their children.
Table-4.6
promotion. They don‟t tend to buy brands that come with free gift as
compare to the brands that do not make such offers. They think that the
products which are available in the market with free gift or with a contest are
not of good quality.
Another result shows that the products which are available in the market
with contests, they don‟t return the money‟s worth. So, again such offers
don‟t result in spontaneous purchase of Rs. off schemes.
From the results it is also shown that the regression coefficients of Rs. Off
schemes is positive. It means that apart from saving money consumers enjoy
Rs. Off promotional scheme. But when consumers are concerned about low
price, they are also concerned about quality of product.
Out of the two schemes free gifts and contests, people will go for contest as
compared to free gift. From the above table it is evident that the t-value -.119
of free gift is much more in negative side as compared to t-value -0.004 of
contests. As the table shows that the t-values are insignificant at 5%
significance level.
If a company will provide four types of schemes to the consumers, they will
go for free gifts as compared to contests because the table shows that
regression coefficient
0.136 of free gifts are higher as compared to regression coefficient 0.020
of contest.
After watching an advertisements there is relationship between non
spontaneous purchase decisions of the consumers and the free gift scheme as
the t-value 2.03 is significant at 5% significance level. But results show that
there is no relationship between non spontaneous purchase decision and
other schemes like coupons, Rs. Off and contests because t-values are
insignificant at 5% level.
The results show that the t-values of free gift in of Table-4.6 is -1.77 for
spontaneous which is insignificant and it is 2.03 for non-spontaneous which
is significant indicate there is no relationship between spontaneous consumer
behaviour and free gifts. Consumers don‟t immediately go for shopping
when they are exposed to advertisements on different media.
The t-values for other schemes are insignificant. So there is no relationship
between non spontaneous consumer behaviour and other scheme like
coupon, contests and low price.
6 Impact of different media channels on customers’ perception about
deceptive advertisements.
One continuing manifestation of consumerism is the increase in legislative
and regulatory requirements for disclosure of product information. Such
disclosures range from nutrition labelling on foods to energy-efficiency
indices on appliances. The impact of this trend has been to complicate the act
of purchase (i.e., adding new dimensions of social and personal importance)
and to raise a major public policy question: To what extent will the
consumer actually use and thereby benefit from this information? Before it
can have any tangible and direct impact on consumer choice behaviour,
information must be acquired, perceived, comprehended and, in many cases,
placed into memory and successfully retrieved at some later point in time.
Thus, disclosure may have little, if any, impact if consumers fail to become
aware of and acquire this information.
Deception is involved when due to advertising (a) a consumer perceives a
claim (being explicitly or implicitly made by the advertiser) differently from
what it actually
is; (b) they buy the product under the influence of mistaken impression and
then suffer a loss as a consequence. Thus, either the claim itself could be
false or at least the impression being created is false.
In this objective an attempt was made to identify which media channel was
perceived as the major source of deceptive advertisements by the customers.
Whether Internet, TV, Newspaper or Radio. To anaylse this objective mean
values of customers perception was calculated for every respondent for the
statement 7.1 to 7.4 and then these mean values has been related with the
responses given by the respondents regarding Internet, TV, Newspaper and
Radio. Haefner (1972)28 focuses on consumer judgments of the
deceptiveness of the advertisement. Armstrong and Russ criticized this
approach as insufficient and logically deficient to detect the presence of
deception. Haefner, et al. (1974)29 examined what are the effects of the
variables like regular or reduced price, prominent or non prominent display
of product in an advertisement, frequent or infrequent advertising of the
product and type of product on price perception of advertised food items. A
total of 226 interviews were conducted as a basis for the research. The
results of this study showed that the respondents did not assume that
advertised items were reduced in price. It was alleged that ultimately the
consumers learnt how to read an advertisement as a result of this research. In
this Study deception was unrelated to other factors, a point not previously
acknowledged in the literature. It was cleared that subjects are perfectly able
to evaluate an ad in terms of a deceptive dimension and the researcher
suggest the term “perceived deception” when examined from this
perspective. An important limitation
Table-4.7
Regression t-value
coefficient
.075 1.751
TV
-.085 -2.003*
Newspaper
-.033 -0.778
Radio
According to the results shown in the table the t-values 1.751, -0.778
and1.087 of TV, Radio and Internet respectively are insignificant It depicts
the there is no relationship between deceptive advertisement on these media
and their reliability as well. Advertisements shown on TV and Internet are
generally deceptive, misleading, exaggerated and false as compared to the
advertisements communicated through Radio or in Newspaper. Further, the
products shown on TV and internet don‟t include what advertisements
claim. But such is not the case with advertisements aired on Radio or
published in Newspaper.
The table shows that t-value -2.003 of Newspaper is significant at 5%
significance level. It depicts the relationship between deceptive
advertisement on Newspaper and their reliability as well. So, it may be
inferred that Newspapers have no contents of deception in advertisements.
7 Perception of the Consumer about Price & Quality of the product as
shown in advertisements.
Though consumer perception of price, quality, and value are considered
pivotal determinants of shopping behaviour and product choice (Bishop
198430; Doyle 198431; Sawyer and Dickson 198432, Schlechter 198433),
research on these concepts and their linkages has provided few conclusive
findings. The negative relationship is a function of how advertising affects
demand for each firm‟s product. Increase in advertising have a first order
effect on the potential demand for each firm. The more consumers who have
seen a firm‟s advertising, the higher the potential demand for that firm. But
advertising affects the composition as well as the extent of demand. When
advertising levels are low, the vast majority of demand comes from partially
informed consumers. That is, consumers who have seen one firm's
advertising are unlikely to have seen advertising from the other. Each firm is
a de facto monopolist for the majority of consumers informed about its
product. As advertising levels increase, however, a greater fraction of
demand comes from consumers who are fully informed. At high advertising
levels, the majority of consumers have seen advertising from both firms. In
contrast to partially informed consumers, fully informed consumers compare
the attractiveness of each product (which is a function of each product‟s
location and price) and make decisions. As a result, the optimal price for this
group of consumers is different than the optimal price for consumers who are
partially informed. Research efforts have been criticized for inadequate
definition and conceptualization Zeithaml (1983)34, Inconsistent
measurement procedures Monroe and Krishnan (1985)35. One fundamental
problem limiting work in the area involves the meaning of the concept s:
quality and value are indistinct and elusive constructs that often are mistaken
for imprecise adjectives like “goodness, or luxury, or shininess, or weight”
Crosby (1979)36. Quality and value are not well differentiated from each
other and from similar constructs such as perceived worth and utility.
This objective tends to measures whether customers can perceive price and
quality of Product separately or not when exposed to advertisements which
depict both the attributes of products.
Two sample t-test was applied to examine whether individuals when exposed
to different advertisements showing price and quality of the product evaluate
it on these two attributes differently or considers them similar. For this the
following hypothesis has been developed:
Table-4.8
8.11 3.43
8.16 3.52
8.18 3.64
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CHAPTER- VI
INTRODUCTION
The study was aimed at measuring the Customers’ Perception and Shopping
Behavior in Mega Retail Malls, the data is collected, analyzed and interpreted
used by some statistical tools like percentages, charts, two way table, Chi-
square table, multiple regression, factor analysis, Simple ANOVA, one-way
ANOVA.
5.1 FINDINGS OF THE STUDY
According to the research analysis it has found that, majority (59.2%) of the
respondents’ age is below 30. It indicates more than half of the respondents are
young people. It is found that the fact of majority (50.6%) of the respondents is
male. It is observed that the fact of majority (51.6%) of the respondent’s
belongs to Karnataka. This indicates the participation more from Karnataka
people. From the marital status of the respondents it is observed equal
participation from married and single respondents. Out of 500 respondents 255
were married and 245 are single. It is observed that most of respondents are
268(53.6%) belongs to Post Graduate qualification It is evident that statuses of
167(33.4%) respondents are salaried people. It is observed from the analysis
that, the majority of respondents drown salary in between10,001 to 30,000
rupees. It is noted that the nearly half of the respondents 212 (42.4%) residence
were away from the mall is more than 5 km. 167 It is noted that the large
number of respondents were travel to malls by bike is 168(33.6%). The
majority of the respondents 214 (42.8%) visited the shopping malls once in a
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month and their minimum purchase is 1001 to 2000.It is found that63.8% of the
respondents shopping time have1-3 hours. It has observed minimum two
people visited the shopping mall from same family (30.2%). It is evident that
29.8% of the respondents were expecting “quick service” and they preferred
low price for their shopping. It is concluded the people are “price conscious”. It
is concluded that there is a close relationship between the age of the
respondents and their level of satisfaction perceived in utilizing mega retail
malls It evident that the percentage of high level of customer satisfaction was
the highest (50.2%) among the male respondents also there is no close
relationship between the gender of the respondents and their level of
satisfaction perceived in utilizing mega retail malls. It is found from the out of
51.6% respondents are from Karnataka and out of it 53.7% are highly satisfied,
also there is a close relationship between the ethnic group of the respondents
and their level of satisfaction perceived in utilizing mega retail malls. The
study elucidates most of the respondents are 184 (59.2%) post graduate, they
are salaried and highly satisfied of mall services. It is concluded that there is a
close relationship between the minimum purchase amount of the respondents
and their level of satisfaction perceived in utilizing mega retail malls
It could be concluded from the above table that the percentage of high level of
satisfaction was the highest (73.3%) among the respondents spend the shopping
time is 1-3 hours. It is concluded that there is a close relationship between the
inducing factors of the respondents and their level of satisfaction perceived in
utilizing mega retail malls. The analysis indicates that the co efficient of
Customer satisfaction towards Quality Of Products, Shopping Offers, Post
Purchase Coupons, Funs And Games, Warranty And Guaranty ,Post Purchase
Coupons, All Products Available At One Roof. Factors in selecting the
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particular factors fixing the influence on customer satisfaction towards their
shopping preference characteristics.
Customer satisfaction towards their shopping malls buying preferences. About
25.5% of the variation in the customer satisfaction is Quality Of Products,
Shopping Offers, Post Purchase Coupons, Funs And Games, Warranty And
Guaranty, Post Purchase Coupons, All Products Available At One Roof by of
the respondents. The multiple regression equation appears to be may be useful
for making predictions. At the 0.05 level of significance, there exists enough
evidence to conclude that at least one of the predictors is useful for predicting
profit margin; therefore the model us useful it shows that there is a significant
influence on customer satisfaction towards their shopping malls by the
respondents’ shopping preference characteristics About 68.2% of the variations
in the customer are satisfied using this customer satisfaction factors.
At the 0.05 level of significance, there exists enough evidence to conclude that
at least one of the predictors is useful for predicting profit margin; therefore the
model is useful. This concludes there is a close relationship between the Mall
attractiveness towards their shopping malls and the respondents’ shopping
preference characteristics. At the 0.05 level of significance, there exists enough
evidence to conclude that at least one of the predictors is useful for predicting
profit margin; therefore the model is useful. So There is a significant influence
on shopping behavior towards their shopping malls by the respondents’
shopping preference characteristics At the 0.05 level of significance, there
exists enough evidence to conclude that at least one of the predictors is useful
for predicting profit margin; therefore the model us useful. There is a significant
influence on visiting behavior towards their shopping malls by the respondents’
shopping preference characteristics Bartlett’s test is highly significant (p =
0.000 > 0.001), and therefore factor analysis is appropriate For these data,
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Kaiser-Meyer-Olkin Measure of Sampling Adequacy value is 0.778, which falls
into the range of good adequacy; so, we should be confident that factor analysis
is appropriate for these data. From the analysis, it is inferred that the factor
analysis has been supported up to 51.629% in this study.
This is a good result and made the study reliable to the analysis. Also price is
the most important factor which explained 18.329% of the variation. Hence, the
researcher names this segment respondents are “Price Conscious Consumers”.
The researcher named “Entertainment Conscious Consumers”. In this segment
the researches took the four important variables such as Brand availability
(0.634), 170 Entertainment (0.685), funs and games (0.724), and products
available (0.701). These statements are embossed the entertainment oriented
The researches took the three important variables such as Mall(0.597), quality
product availability (0.837) and Offers (0.672). These statements show the
consumer’s product oriented issues.
Hence the researcher named as “Product Conscious Consumers”. The present
study has divided the consumer satisfaction into three categories. The
consumers were named the first factor as “Price Conscious Consumers”.,
second kind of consumers has been named as “Entertainment Conscious
Consumers”. The last category comes under “Product Conscious Consumers”.
Which is essential for every retailer to understand the buying behavior of the
consumer? There are 16 factors coming under this category; The factors are get
everything, international brands, no of national brands, good quality products,
service quality, reasonable prices, sales personnel behavior, stock availability,
safety measures, symbol of status, visit to mall, ATM, Banking facilities,
quality of multiplex theatre, children play area, purchase timing and emergency
gates. Are highly correlated with each other. This statement clearly shows the
customers expectation on “Mall image and convenience shopping”. Hence, the
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researcher names this segment respondents are “Mall Image &Convenience
Shopping Conscious Consumers”. The researches took the four important
variables such as feel lonely, stressed, get relaxation, avoid traffic, to escape
job. These statements are embossed the customers “relaxation” oriented. Hence
the researcher named as “Relaxation Conscious Consumers”.
In this segment the researches took the four important variables such as Crowd
less shopping, amusement center, relaxation place, movie theatre, restaurants,
and stores inside. These statements may be taken as amusement related
category. Hence these consumers may be taken as “Amusement Conscious
Consumers” In this segment the researches took the three important variables
such as pleasant music, pleasure fragrance, lighting arrangements. These
consumers come under artistic design related consumers. Hence these
consumers may be taken as “artistic design Conscious Consumers “The
researches took the three important variables such as Nearer to home, parking
area and shopping hours.. These statements are embossed the customers
“convenience” oriented. Hence the researcher named as “convenience
Conscious Consumers”. The researches took the three important variables such
as Pleasant music, pleasure fragrance, lighting arrangements. These consumers
come under artistic design related consumers. Hence these consumers may be
taken as “artistic design Conscious Consumers” The researches took the three
important variables such as Design of mall, internal color, and quality of
structure. These factors come under mall attractiveness. Hence these consumers
may be taken as “mall attractiveness Conscious Consumers” The researches
took the three important variables such as Discount offers, hunting for bargains,
and low price for price of good. This consumer comes under economy shopping
consumers. Hence these consumers may be taken as “economy shopping
Conscious Consumers”.
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5.2 SHOPPING BEHAVIOUR ANALYSIS INSIGHTS
Although most of what we do is confidential to our clients, the contents of this
page may make you reconsider how much you can benefit from our shopping
behavior analysis. More than 70% of purchasing decisions are made in-store
Most shopping is significantly influenced by habits, conditioning and culture
Many aspects of shopping become grouped as single scripted behavior’s:
activities that are as automatic as shaking hands or folding your arms Without
any emotional influence, the working memory discards and forgets
information in less than 18 seconds Shoppers use multi-sensory cues with
which to evaluate and select or reject products We have developed a unique
range of research methodologies including filming based shopping behavior
analysis, unique interviewing techniques and Unaccompanied shops.
Our objectives are to provide the best research solutions through more
meaningful analysis. This in part comes from making sure we get the best raw
data from shoppers with which to carry out our specialist in-depth analysis.
Contact us for more information.
5.3 SUGGESTIONS
Based on the analysis and interpretations, the research offers the suitable
suggestions to improve the performance of mega retail malls among the urban
customers. They are The mall are expecting the heavy purchase and
concentrating only highly salaried persons, they should also give equal priority
to all shoppers. Most of the shoppers are student’s spicily teen age people, so
they should give importance to all age group people by using some attraction
methods, so they can improve the sales. It is observed that most of the malls in
Bangalore are having inadequate space for parking. This makes the four
wheeler riders to think about the competitor store. Most of the malls are issues
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the loyalty card to their customers. But surprisingly they fail in attracting and
retaining their customers. it is found that CRM program is not executed
properly also lacing of attraction factors. Mega Retailing mall shoppers want to
shop convenient place, but the mall peoples only concentrate branded products
they can also give equal priority to get all local food and grocery products.
Hence, malls are advised to have more number of local formats.
Today the mall shoppers are waiting in long queue in the counters. Hence, it is
suggested can built more number of counters especially in holidays. This is
perceived that Shoppers need more number of entertainment games for all time
with different age groups people. Supply chain and customer relations followed
by merchandising, facilities management, and vendor development are areas
which have significant gaps and proactive training is a key imperative for out
coming these. Based on the wages, the mall employees are moving one to
another shopping place ,it is suggested that the employer should follow the
standard time and wage scheme for that the regular customer can satisfy the
practiced employees. To improve the sales It is suggest that all the offers should
include in the advertisement time then it is easy for the shoppers while doing
shopping. it is very important one to satisfy the customer.
5.4 CONCLUSION
The study has been a rewarding, in the sense that it has assessed the customer’s
perception and shopping behavior of mall shoppers. Today, shopping is an
integral part of life for every individual. Mall retailing is retrievably of recent in
India and therefore the result of the present study is very relevant to the present
day developments happening in the mall retailing sector. A mall shopping
Centre succeeds because enclosed within a large structure using a slogan “all
under one roof”. The findings and suggestions have been written after analyzing
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the customer’s perception and behavior of mall shoppers. Most of the
middleclass peoples are economically growing the next level this is the base for
increasing the shopper’s behavior. Based on the expectations of the mall
shoppers the mall managers can offer various entertainment aspects to their
customers. The concept of mall shopping emerged from western countries and
it is well established in developing countries. It is the one of the fastest growing
sector also helps it boost the economic growth of our country India. In such a
situation the retail industry is the next booming industry of the Indian economy.
Therefore to achieve more success the retiling companies need to invest more
money, they improve infrastructural facilities it should be vigilant of the
fluctuations market operations. This study is highly relevant to the mall
managers to serve better to frequent mall shoppers, the researcher shall fell that
the work she has undertaken has not been in vain.
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