13853238 mall culture in bangalore

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Research Management Assignment

Mall Culture in Bangalore


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Table of Contents In tr odu ctio n St ate me nt o f th e P robl em Re vie w o f Previ ou s S tu die s Sc ope of the Stud y Ob je ctiv e of th e Stu dy Ope ra tio na l D efiniti on s o f Con ce pts Meth od olo gy Sa mpli ng Pla n To ols f or Ga the ri ng Data Time Bu dg et Fin anci al Bu dg et Pre sen tati on an d A na lysi s of D at a a ll s F re que nt ed Pre fe ren tial Rea so ns Fr equ en cy of Vi sits Activities Enj oy ed Exp en ditu re Ad va nta ge s of Ma lls Situ atio na l P refe rence s Tr end o f West er ni zatio n Time Spe nt in Ind ividu al Sh op s Ad ve rse E ffe ct s o n I ndivi dua l S ho ps Pri ce of Goo ds Thr ea t to th e M al ls Co ns tr ucti on of Mo re Ma lls Ma ll Timin gs Ad diti on al Fe atur es In terp re tati on and Con cl usi on

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IntroductionBangalore has a lot of places to visit and see. There are loads of individual shops that cater to specific needs. There are restaurants at almost every road inBangalore. Theatres like Rex, Urvashi, Symphony etc., play the latest movies. But people want all of it under one roof. These places fail to satisfy people. Hence a lot of malls have cropped up. Bangalore has a variety of malls situated indifferent places. Garuda Mall on Magrath Road, Eva Mall on Brigade Road, Forum on Hosur Road, Total Mall, Sigma Mall on Cunningham Road, etc attract loads of people mainly youngsters everyday. Since there are few places that attract Bangaloreans, the Malls have cashed on this. It has ushered in a different culture. What attracts the people to malls? How often and why do they visit it? What are theadvantages of malls? All these questions and more have to be answered to get aninsight into the peoples behavior towards malls. We would understand why malls have become so popular in these few years in Bangalore. This is our precise interest in conducting this research.

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Statement of the ProblemWe are studying the effect of mall culture in Bangalore. Various issues relatingto this problem among others are: Do people prefer malls that are close by or offer a wide variety? When do people visit malls? How much do they spend per visit?

Review of Previous StudiesThere have been studies that have been conducted before. But this research is conducted independently without basing it on any other research. Hence it is a primary research.

Scope of the StudyA complete study of mall culture in Bangalore is totally unimaginable. Bangaloreis home to lakhs of people, and has a dozen malls or so. Hence we have limitedour study to the most famous malls like Forum, Garuda and Sigma and the respondents that were studied were the students of Christ College, families and friends.

Objective of the StudyThe reason why we are conducting this research is to study the effect of mall culture in Bangalore, i.e., to investigate the impact of malls on people in Bangalore.

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Operational Definitions of ConceptsThe concepts in our research are quite clear but to deal away with ambiguity, the following concepts are defined: Proximity = the distance one is willing to travel/ close Weekends = Saturday and Sunday Gaming = Video arcades or Internet cafes in malls like Reliance Webworld offer a wide variety of games. Special occasions = Birthdays, Anniversaries any occasion that people deem special and important. Branded = good offered from a known source having high quality and value. Eg-clothes from United Colors of Benetton. Acquaintance = someone you know but arenot very close to Time pass movie = a movie that offers a few laughs and thrills but didnt do well at the box office. Box office movie = a movie that has got box office acclaim. Westernization = the culture of the west

MethodologyThere are various techniques to collect information. We have used the survey method through the distribution of questionnaires.

Sampling PlanSince the population of Bangalore is so huge and it would be impossible to collect information from so many people weve limited our study to the students in Christ College and other institutions, family members and friends.

Tools for Gathering DataWe have used questionnaires to gather relevant data. These questionnaires were handed put personally to the respondents. 5


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Time BudgetStagesInitial review of literature and selection of problem Formulation of the selected problem and the preparation of the research plan Construction of tools and pretesting Field work experimentation and collection of data Processing and analysis of data Planning and report-writing work Drafting and finalizing the report

Time period 1 day 2 days 10 days 2 days 3 days 2 days

Financial BudgetWe didnt have any major expenses. Printing the questionnaires amounted to Rs. 200.

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Presentation and Analysis of DataThe questionnaire consisted of 15 questions, the responses to which have been graphed and analyzed below. Malls frequentedWhich mall do you visit most frequently?70.00 % of respondents 60.00 50.00 40.00 30.00 20.00 10.00 0.00 Forum Garuda Malls Sigma Others 3.33 4.67 27.33 64.67

The above graph depicts the malls frequented by the respondents. Of the 150, respondents, it has been found that 64.67% frequent Forum Mall, 27.33% frequent Garuda Mall, 3.33% frequent Sigma Mall, and 4.67% frequent other malls such as EvaMall etc. It is apparent from the above graph that the majority of the respondents frequent Forum Mall. This allows for two deductions. One is that Forum Mall is favoured by most people for its cleanliness, spaciousness, and wide variety ofproducts and services. The second deduction is that it may be indicative of thesampling error made by circulating questionnaires mostly among students of Christ College. Preferential Reasons The graph, subsequent, depicts the reasons whythe respondents frequent some malls and not others.

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Why do you prefer the above mall?45.33 46.00

50.00 % of respondents 40.00 30.00 20.00 10.00 0.00

7.33 1.33 Proximity Variety Cheaper Reasons Others

Of the 150 respondents, 45.33% frequent their favourite mall due to it proximityto their home or workplace; 46%, due to the variety of goods and services offered; 4.33% as they think its cheaper; and 7.33% for other reasons such as a shortcut to go home etc. As is apparent from the graph, proximity and wide variety ofgoods are the top reasons for respondents to visit certain malls. It may be assumed that if malls were built such that they were easily accessible and had a wide variety of goods, more people would visit such malls. Frequency of visitsHow often do you visit malls?Rarely Frequency Monthly Fortnightly Weekends Daily 0.00 5.00 10.00 15.00 20.0022.00 25.00 30.00 35.00 40.00 45.00 11.33 12.00 12.00 42.67

% of respondents

The above graph depicts the frequency with which the respondents visit malls. Ofthe 150 respondents, 11.33% visit malls rarely; 12%, monthly; 12%, fortnightly;42.67%, on weekends; and 22%, daily. 8


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It is apparent from the above graph that most of the respondents visit malls onthe weekends, i.e., Saturday and Sunday. Surprisingly, 22% of the respondents visit malls daily. It can thus be concluded that since the opening of malls, people have been spending more of their time there than they would have in individualshops had there been no malls. Activities EnjoyedYou go to malls mainly to/for:Spend Quality time Special Occasions Activities Movies Eat Gaming Kill time Shopping 0.00 5.00 10.00 15.00 2.20 13.41 20.73 20.00 25.00 21.22 8.54 23.17 10.73

% of respondents

The above graph depicts the activities enjoyed by the respondents in malls. Of the 150 respondents, 10.73% visit malls to spend quality time with their friendsand family; 8.54%, to celebrate special occasions; 23.17%, to watch movies; 21.22%, to eat; 2.20%, to play games; 13.41%, to kill time; and 20.73%, to shop forclothes, accessories, books, music etc. It can be deduced from the above graph that most people visit malls mainly to watch movies, eat and to shop. It can thusbe assumed that malls make a huge income from the provision of these three services. If they were improved, it would attract more customers. Another deductionis that people do not see malls as gaming centres. This poses two choices to a builder. He can, either, have a small corner for gaming, as it does not draw muchcrowd. Or, he can set up an exclusive gaming mall. This new trend could changethe perspective of the customers. Expenditure The graph, subsequent, depicts theaverage amount spent by customers in malls on various activities.

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How much do you spend per visit to the mall?

17%

11%

> 100 100 - 50023% 49%

500 - 1000 1000

13853238 mall culture in bangalore

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