RESEARCH METHODOLOGY

RESEARCH

On

“BUYING BEHAVIOR IN SHOPPING MALLS”

Researchers:

1. Akhil Sadhale. - 208

2. Devendra Mansoor. 191
3. Nilkanth Hambarde. 183
4. Parag Unadkat. 200
5. Rupali Tambakhe.
6. Saurabh Kalwint. 187
7. Swati Kunnure. 188
BUYING BEHAVIOR:

Buying Behavior is the

decision processes and acts
of people involved in buying
and using products.

Main factors affecting

Buying Behavior :

1. Personal
2. Cultural
3. Social
NEED FOR STUDYING BUYING BEHAVIOR:

* Buyers reactions to a firms marketing strategy

has a great impact on the firms success.

* The marketing concept stresses that a firm

should create a Marketing Mix that satisfies
(gives utility to) customers, therefore need to
analyze the what, where, when and how
consumers buy.

* Marketers can better predict how consumers

will respond to marketing strategies.
SHOPPING MALLS:

•One of the fastest growing

sectors in the Indian economy

• The retail industry in India is

expected to grow 25-30 %
annually and is projected to
attain USD 23billion by 2010.
EVOLUTION OF RETAIL MALL
IN INDIA

Rural Traditional Government Modern

Support

Hyper/Super
Kiranas Khadi Stores
Weekly Markets
Department Stores
Mom and Pop Ration Shops
Villages Fairs
Shopping malls
 Types of consumer in retail mall

Time Killer Product Groupies

Focused Fulfillers

Pleasure Seeker General Browsers

Some of the Key Players in Organised
Retail
Research in Shopping Malls
extracted following facts & figures…
DO YOU LIKE THE CONCEPT OF SHOPPING MALLS?

Reasons:
- All products are available under one roof.
- Saves money on transportation
- Card money can be used.
- Use of vouchers
- Discounts & offers
ENVIRONMENT IN SHOPPING MALLS:

Reasons:
- Attractive infrastructure.
- Air-conditioning
- Rolling steps
- Entertainment
WHETHER PEOPLE LIKE SERVICES PROVIDED?
PEOPLE VISIT DIFFERENT MARKETS:
PEOPLE VISIT MALLS WITH:
FREQUENCY OF VISITING MALLS:
EXPENDITURE:
MODE OF PAYMENT:
PURPOSE OF VISITING:
TYPES OF PRODUCTS:
TIME SPENT IN MALLS FOR SHOPPING:
OCCUPATION & EXPENDITURE:
DISCOUNT SEASON:
NEGATIVE EXPERIENCE:
NEGATIVE EXPERIENCE:

We found out that people were not happy with the safety standards of the mall

The safety standards included :

-lack of information regarding Exit Points
-lack of firefighting Equipments

We also found that people were not happy with the after sales service .

Small proportion of Consumers were not satisfied with the response from the
working staff.

Customers were also unhappy with the long queue for bill clearance .
Conclusion:

The first and most objective of our study is comparative study of

consumers buying behavior in retail mall. The study of consumer
behavior is the most important factor for marketing of any goods and
services. The consumer behavior suggest how individual, groups and
organization select, buy, use and dispose of goods, services, ideas or
experience to satisfy there needs and wants. It also clues for improving
or introducing products or services, setting price, devising channels
etc.

The marketers always look for emergent trends that suggest new
marketing opportunities and here in India a lot of opportunities are
available.
BIBLIOGRAPHY:

*A book of Research Methodology:

- Krishnaswamy & Ranganathan

* Websites:
wikipedia.com
scrap.com