research methodology- an understanding of consumer behaviour towards mall in bangalore

RESEARCH METHODOLOGY

By-Divya Jaiswal -1110729Sunisha Nair -1110741Aruna Purushotham -1110769Chetana K -1110771Nupur Shah -1110773Prathibha V.G -1110774

Consumer Behavior towards Malls in Bangalore

Introduction•What is research?

- A systematic search for an answer to a question or a solution to a problem is called research.

•Types of research▫Arbitary Method▫Scientific Method

Methods of research

- Surveys: fact finding study. Method of research involving collection of data directly for a population or a sample.

- Case study: in depth comprehensive study of a person, a social group, an episode, a process, a situation or any other social unit.

Scope of the studyThe scope of the study is within

Bangalore city. All malls in Bangalore only are taken for research.

Sources•100 respondents include:

- Students of Christ University- Local residents of Bangalore- Other outstation persons come to study/work.

Statement of the problem •To study the behavior of consumers towards Malls in Bangalore.

OBJECTIVE OF STUDY•To study the consumer behavior

towards shopping mall in Bangalore and find out the relevance of these shopping malls.

Types of consumers in mall•Time killer• Pleasure seeker• Product Groupies• General Browsers• Focused Fullfillers

CONVENIENCE• All the products are available under one

roof•Saves money on transportation• Card money can be used• Use of vouchers• Discount & Offers• Multiplexes•Good parking facilities

Do you Prefer watching movies in multiplexes or theatres?

MultiplexTheatreBothDepends

Is there a good parking facility in malls?

YES

NO

SOMETIMES

0% 10% 20% 30% 40% 50% 60% 70% 80%

Do you prefer visiting malls which are at a distant place?

YES

NO

0% 10% 20% 30% 40% 50% 60% 70%

PURPOSE•Purpose is defined as to why we do

something, like the reason behind conducting this research as in why do people visit malls?

•Quest 1- why do you go to mall?•Quest 2- how often do you go to a mall?

ANALYSIS

Quest 1 Quest 20

10

20

30

40

50

60

70

80

Shopping/regularlyhanging out/oftenboth/very oftenothers/hardly

Why do you go to a mall?

How often do you go to a mall?

PRICE•Price is defined as the amount we pay to buy

something. It is an important factor as consumer behavior changes with price.

•Quest 1 – Do you get attracted to offers/discounts provided in malls.

Price

YesNoSometimesNever

51%

10%

36%

3%

Are malls only for window shopping?

Are mall rates higher than retail rates?

Price

AgreeDisagreeNetural56

%

13

31

Price

YesNo

73

27

FACILITIES IN MALLS•Security in malls- security measures taken by

the malls are good enough but could be improved.

•Good advertisement media – Malls are also considered as a good advertising media . Films , any new products launched are promoted in malls , a way of addressing a larger audience

Good parking facilities – Malls offer good parking facilities to people and it becomes easier for people to travel by their own vehicle. But this is not always the case in all the malls as there are malls where you can face problem regarding the parking facility

Services provided by the staff- the staff is considered efficient , some people feel that they are helpful but some feel that the staff in these malls don’t respond well . But most of the them had a neutral opinion

Secu

rity

Adver

tism

ent

Park

ing

Serv

ices

0

10

20

30

40

50

60

70

80

90

yesnocant say

ANALYSIS

Food in malls• Food courts in malls are preferred by a lot of people because

these food courts offers a lot of variety and could be easily accessed but there are complains about the high prices quoted for these food items yet 32% of people opted for food courts over individual restaurants

• A lot of people do prefer individual restaurants , about 44% people would choose restaurants. These restaurants are more economical and if they have any specific preference then they would go to these restaurants

• Around 24% don’t mind any of the two , for them it depends on the situation

SUGGESTIONSThe suggestions given by the respondents are as follows:-

1. Certain malls do not consider middle income groups.

2. Better and cheaper parking facilities.

3. Provide a better food court.

4. Should introduce more fun activities and games.

5. More brands providing offers and discounts.

6. More taco bell branches.

Question num

Option A Option B Option C Option D

1 11% 16% 70% 3%

2 15% 60% 11% 14%

3 72% 13% 15% -

4 34% 18% 21% 27%

5 80% 20% - -

6 51% 10% 36% 3%

8 33% 67% - -

9 84% 12% 4% -

10 13% 31% 56% -

11 24% 44% 32% -

12 56% 44% - -

13 38% 16% 46% -

14 73% 27% - -

CONCLUSION/ GROUP INTERPRETATION