Akash ChoukseyJagriti SahuManjot SinghVinita KumariFer Rix

Shopping Malls and Consumerism

ConsumerismCapitalistic System

Purpose of Consumption:

Basic needs (Food, Clothes etc)Consuming for the will of consumption

(Luxuries)

Different Ways of Consumption Social Distinction

ConsumerismImpact on Consumerism Patterns of Indian

Society through globalization:

-> Media (Television, Internet)-> Availability of Goods-> New ways of Consumption (Consuming Experience)

Shopping Malls in India

Temple of Consumerism (allocation of goods)“Modern” way of Consumption (Western)Consuming for the will of consumptionSocial distinctionLuxuries/ Shopping Experience

Motivations for visiting mallsShopping :o Comfort , luxury , satisfaction and happy shopping

experienceo All under one placeo Choice of quality and quantityo Established and wannable brands availableEntertainmentEating and Hanging out with friendsExplorationSocializationEscape / relaxation

ShoppingShopping criteria of a particular customer

depends on following elements:

Age categoryGenderEconomic statusSocietal Influence

Attract more consumersActivities like food festivals , handicraft

exhibitions and celebrity visitsShopping cards – special privilegesAmbience management – includes parks ,

fountains , decoration (specially during festivals or events)

Goods for different buying habits

Criticism / Limitations Limited to metro citiesLose of personal touch with shop ownersUnplanned Expenditure – customer see more

they ask for morePrices – feeling that the prices are highly

inflated-limited bargainTime Convenience – schedule every visit –

consumes time

Brand PerceptionBrand experiences and perceptions are

developed over time through a variety of sources, including:

Previous experience with the brand• Interactions with sales, customer service, and

other employees• Recommendations from friends and colleagues• Reviews by reputable sources• Advertising

Shopping Malls vs. Local Markets

Shopping MallsParking facility is much

better.No bargainingHighly priced Better ambienceCategorization of shopsHigh quality productsBetter social and

friendly environment

Local MarketsPoor parking facilityGood bargainReasonable priceCrowdedNo categorizationLow qualityOnly shopping can

be done

Below 2,00,0002,00,000-5,00,0005,00,000-8,00,000Above 8,00,000

Most of the people who visit mall are upper middle class and high class

Below 20002000-50005000-10000Above 10000

Monthly expenditure in mall?

ShoppingWindow ShoppingEntertainment

Mostly respondents go for shopping purposes in shopping malls.38% respondents go for having a fun in shopping malls.Window Shopping is also one big factor of attraction towards shopping malls.

DailyWeeklyFortnightMonthly

Mostly respondents used to go fortnightly to shopping malls.30% respondents used to go weekly for various purposes to shopping malls.Only 10% people go daily at shopping malls.

1st pref 2ed 3rd 4th0

5

10

15

20

25

30

35

Affordability Branded ItemTrend and FashionAll under one room

According to respondents all less than one room concept was the main motivator factor behind the successof shopping mall.Second preference choice was availability of branded Item.

ExpensiveParking FacilityWeekend Rushother

Weekend Rush was the main problem for a normal customer.16% respondents were not happy with the Parking Facility at Shopping malls.

QualityPrice

Customer said that when they think about Shopping Mall they think about price. Out of 30 customer 20customer have told this while 10 customers said that they think about quality.

GroceryClothesGadgetsDaily product

What kind of items you like to buy from mall?

16-2020-3030-4040-5050 & over

Shopping Malls are mostly visited by age group of 20-30 followed by 30-40 age Groups.The reason being college students and families.

Kirana StoreLocal MarketShopping mall Show Rooms

Mostly customers prefer SHOW ROOMS AND SHOPPING MALLS for purchasing.Local Markets are mostly used for shopping that includes MOM & DAD’s shop.

Comparative Study

DLF AMBIENCE• BRANDS COVERED—• LEVIS’ AND PANTALOONS

(Rs.2500)• MULTIPLE PURPOSES OF

VISIT—HAS GAMING ZONE, FOODCOURT.

• WINDOW SHOPPING VERY COMMON—ABOUT 70 % CUSTOMERS.

DLF EMPORIO

• DIOR AND BURBERRY ($500)

• PURPOSE OF VISIT MAINLY SHOPPING LUXURY GOODS, DINING—DOESN’T HV A FOOD COURT INSTEAD HAS PROPER DINE-IN RESTAURANTS.

Other parameters for comparison

• English-speaking as a must for employees—to cater to foreign customers

• Foot fall more in ambience.• Assisted shopping provided in most of the

shops in Emporio.• Emporio more exclusive to upper classes

whereas Ambience is more accessible to the middle classes.

Conclusion

• comparative study of consumers buying behaviour in retail mall—important factor for marketing of goods.

• Suggests 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.

• Helped realize the class difference through the comparative study.

THANK YOU!