SUBMITTED TO SUBMITTED BY

MR. MUNISH KUMAR SUPREET KOUR

ROLL NO 25
INTRODUCTION OF RETAIL SECTOR

1.1 ORIGIN OF RETAIL SECTOR:

Early Trade:
When man started to cultivate and harvest the land, he would
occasionally find himself with a surplus of goods. Once the needs of
his family and local community were met, he would attempt to trade
his goods for different goods produced elsewhere. Thus markets
were formed. These early efforts to swap goods developed into
more formal gatherings. When a producer who had a surplus could
not find another producer with suitable products to swap, he may
have allowed others to owe him goods. Thus early credit terms
would have been developed. This would have led to symbolic
representations of such debts in the form of valuable items (such as
gemstones or beads), and eventually money.

The First Self-Service Store:

This all changed in 1915 when Albert Gerrard opened the Groceteria
in Los Angeles, the first documented self-service store. This was
soon followed a year later by the Piggly Wiggly® self-service store,
founded by Clarence Saunders in Tennessee in the U.S.

INDUSTRY OVERVIEW

Retailing is the interface between the producer and the individual

consumer buying for personal consumption. This excludes direct
interface between the manufacturer and institutional buyers such as
the government and other bulk customers. A retailer is one who
stocks the producer’s goods and is involved in the act of selling it to
the individual consumer, at a margin of profit. As such, retailing is
the last link that connects the individual consumer with the
manufacturing and distribution chain.

2
Retail has played a major role world over in increasing productivity
across a wide range of consumer goods and services .The impact
can be best seen in countries like U.S.A., U.K., Mexico, Thailand and
more recently China. Economies of countries like Singapore,
Malaysia, Hong Kong, Sri Lanka and Dubai are also heavily assisted
by the retail sector.
List of retailers that have come with new formats:

Retailer Current Format New Formats

Shoppers’ Stop Department Store Quasi-mall

Crossword Large Bookstore Corner shop

Piramyd Departmental Store Quasi-mall, Food retail

Pantaloon Own brand store Hypermarket

Subhiksha Supermarket considering moving to self service

Globus Department Store Small fashion stores

The retail industry in India is of late often being hailed as one of the
sunrise sectors in the economy. AT Kearney, the well-known
international management consultancy, recently identified India as
the ‘second most attractive retail destination’ globally from among
thirty emergent markets. It has made India the cause of a good deal
of excitement and the cynosure of many foreign eyes. With a
contribution of 14% to the national GDP and employing 7% of the
total workforce (only agriculture employs more) in the country, the
retail industry is definitely one of the pillars of the Indian economy.
3. Indian Retail Industry:

Today, retailing doesn’t involve just dealing or marketing from

shops, it includes analyzing the market in an effort to provide
reasonable prices together with an array of options and experience
to customers. The sole purpose of all this is retaining the brand
loyalty of customers. Indian retail is currently a US$ 245 billion
market and is anticipated to extend to almost US$ 385 billion mark

3
by the next five years. The Indian retail sector is currently sporting a
brand new look and together with a 46.64 per cent three-year
Compounded Annual Growth Rate (CAGR), Conventional
marketplaces are paving way for new shopping malls, the likes of
superstores, shopping plazas, supermarkets and brand label stores.
International style shopping centers have started dotting the skyline
of cities and smaller towns, acquainting the Indian customer to a
unique shopping experience. The retail industry in India is split up
into the unorganized and organized retail segments.

Taxation policies also push you to automate and the push is even
harder for those looking to expand beyond their single store
existence. Though it’s early days yet to measure it penetration in
the unorganized retail industry, interest levels are surely raising
fast. “It’s good to at least answer their questions.
Indian Retail Sector is very large and there is so many retail
companies. Day to day indian retail companies is growing. Here is a
list of top retailer in India.
Socio demographic factors will lead to faster
growth of organized retail in India:

4
3.1 Retailing formats in India:

1. Malls:
The largest form of organized retailing today. Located mainly in
metro cities, in proximity to urban outskirts. Ranges from 60,000 sq
ft to 7, 00,000 sq ft and above. They lend an ideal shopping
experience with an amalgamation of product, service and
entertainment, all under a common roof. Examples include
Shoppers Stop, Pyramid, and Pantaloon.
Shopping Malls:
The new shopping malls that have been expanding their footprint
across Indian cities are well designed, built on international formats
of retailing and integrated with entertainment and restaurants to
provide a complete family experience. Over 300 malls are expected
to be built over the next two years and most Indian cities with over a
million populations will be exposed to this modern method of
retailing.
Shopping malls have existed in India since several decades but were
designed and built to house several shops in a single facility. These
malls also known as Shopping Arcades offered only rows of shops,
most of which were small stores that promised bargains for their
various wares. These Shopping Arcades tried to maximize on their
store space and did not offer any areas for recreation and
entertainment.
The present day malls are a creation of the past few years post
2000. They are designed professionally using a lot of international
experience and combine shopping with a lot of brand building,
recreation, food and entertainment. Malls also have a large format
store that serves as their anchor for shopping and a prominent
restaurant that anchors the food needs of visitors. Most malls also
feature a multiplex cinema that offers entertainment to the visitors

5
of the mall. Finally the mall has large atria and open spaces to allow
visitors and families to hang-out.

6
3.Major Industry Players:

The big players in Indian retail landscape now are the Future Group,
Shoppers Stop, Westside, Subiksha and
RPG Spencer. The newcomers who are
knocking at the gates are Reliance Retail,
Bharti Wal-Mart and Aditya Birla Trinethra.
Here, we intend to do a brief profiling of
the major players in order to understand the
retail business in a better manner.

1 The Future Group

The Future Group, which was earlier known as

PRIL (Pantaloon Retail India Limited) began as a trouser
manufacturer in the mid 1980s. The Future Group is divided into six
verticals – Future Retail, Future Capital, Future Brands, Future
Space, Future Media and Future Logistics. The Future Group started
operations in the mid 1987s by incorporating the company as Manz
Wear Private Limited. The company went on to manufacture ready
made trousers under the “Pantaloons” brand name. It came out with
a public issue in 1991 and later changed their name to Pantaloon
Fashions (India) Limited (PFIL).

2 Shoppers Stop

Shoppers’ Stop, promoted by the real estate group K Raheja, was

one of the first movers to have set up a large retail outlet in New
Delhi with international ambience. Shopper’s Stop Ltd now has a
considerable presence all over the country with overr 7 lakh square
feet of retail space and stocks over 200 brands of garments and
accessories. The stores are spread all over India with presence in
Mumbai, Delhi, Bangalore, Hyderabad, Jaipur, Pune , Kolkata,
Gurgaon, Chennai & Ghaziabad.

7
Shoppers’ Stop is also very well known for having pioneered several
quality retailing concepts in India like CROSSWORD, Hyper CITY and
Mother Care. They are the only retailer from India to become a
member of the prestigious Intercontinental Group of Departmental
Stores (IGDS).

Shoppers’ Stop is positioned as a family store delivering a complete

shopping experience. With its wide range of merchandise, exclusive
shop-in-shop counters of international brands and world-class
customer service, Shoppers’ Stop brought international standards of
shopping to the Indian consumer providing them with a world class
shopping experience. Shoppers’ Stop’s core customers represent a
strong SEC A skew. They fall between the age group of 16 years to
35 years, the majority of them being families and young couples
with a monthly household income above Rs. 20,000/- and an annual
spend of Rs.1,50,000/-. A large number of Non - Resident Indians
visit the shop for ethnic clothes in the international environment
they are accustomed.

The Organization, in 2000, along with ICICI ventures also acquired

the reputed bookstore, “Crossword”, which offers the widest range
of books along with CD-ROM, music, stationery and toys. Services
like Dial-a-book, Fax-a-book and Email-a-book enable customers to
shop from their homes. Crossword currently has 18 Stores.

4. Reliance Retail

On June 26, 2006, Mukesh Ambani, Chairman and Managing

Director, Reliance Industries Limited, announced a Rs 25,000-crore
investment in the retail sector.

Reliance Retail started it’s retail operation

with “Reliance Fresh”, a grocery store that
sells vegetables, fruits, personal care items
and other food products. Soon, these retail
outlets will also be selling apparel and

8
footwear, lifestyle and home improvement products, electronic
goods and farm implements and inputs. They will also offer products
and services in energy, travel, health and entertainment. In addition
to this, partnerships would be developed to bring the best of global
luxury brands to India as well.

Reliance Retail plans to extend it’s footprint to cover 1,500 Indian

cities and towns with outlets of a varied format, a mix of
neighborhood convenience stores, supermarkets, specialty stores
and hypermarkets. Reliance also plans to open restaurant outlets,
financial services marts and tourism counters within its stores.

The first store christened “Reliance Fresh” opened in November

2006 at Hyderabad. Within a few months they have now opened
stores in Mumbai, Pune and Ahmedabad and plans foray into other
cities on a rapid scale.

5. Aditya Birla – MORE

The Aditya Birla Group is India's first truly multinational corporation.

Global in vision, rooted in values, the Group is driven by a
performance ethic pegged on value creation for its multiple
stakeholders. A US$ 24 billion
conglomerate, with a market capitalization
of US$ 23 billion and in the League of
Fortune 500, it is anchored by an
extraordinary force of 100,000 employees belonging to over 25
different nationalities. Over 50 per cent of its revenues flow from its
operations across the world.” Our mission is to change the way
people shop. We will give them more.” says Mr. Kumar Mangalam
Birla, Chairman, Aditya Birla Group. The more for you advantage:
more promises a world-class pleasurable shopping experience to
Indian consumers in their very own neighborhood. “More Quality,
more variety, more Convenience and more Value” are the four

9
delivery cornerstones of the more chain of supermarket stores
more.

MORE Value MORE Promises best in market pricing. Linking up

directly with farmers to source fresh fruits, vegetables and staples
ensure great quality as well as great price. Add to this, the
membership program Club more which provides convenience,
customized shopping solutions and savings, and the more value
promise becomes all the more evident.

More is an inspirational brand for an inspirational country. We have

a bright and committed, enthusiastic team that represents the best
experience from India and globally. MORE also has a range of
products from its own stable available across value, premium and
select ranges. The products have been quality-checked and are
available in attractive packaging at competitive prices. To avail
additional benefits, at no extra charge, customers can also enroll for
the membership program Club more.

6. VISHAL RETAIL :

Vishal is one of fastest growing retailing

groups in India. Its outlets cater to almost all price ranges. The
showrooms have over 70, 00 products range which fulfills all your
household needs, and can be catered to less than one roof. It is
covering about 1282000 sq. ft. in 18 states across India. Each store
gives you international quality goods and prices hard to match. The
cost benefit that is derived from the large central purchase of goods
and services is passed on to the consumer. What started as a
humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta)
is today a conglomerate encompassing 51 showrooms in 39 cities.
India’s first hyper-market has also been opened for the Indian
consumer by Vishal. Situated in the national capital Delhi this store
boasts of the singe largest collection of goods and commodities sold
less than one roof in India. The group’s prime focus is on retailing.

10
The Vishal stores offer affordable family fashion at prices to suit
every pocket. The group’s philosophy is integration and towards this
end has initiated backward integration in the field of high fashion by
setting up a state of the art manufacturing facility to support its
retail endeavors. Company has already tied up for 5-lakh sq ft
space and is looking for more. Company will come up with 32 new
stores this year. Company is doing research on more formats.
Company is looking for opportunities of expansion in the South.
Contribution of apparels business at 53% may slightly come down to
50%. India is a big country and there is huge space for four-five big
retail players. Vishal can always sustain growth in this big market.
Company can sustain margins as it is going for backward
integration. Currently manufacturing contributes 10% of the
business, which in the next two to three years will go up to 25%.
Company is increasing its focus on the non-apparel and FMCG
segment. The current share of FMCG at 15% could go up to 20-25%.
Apparel sales currently at 63% in the next 2-3 years should come
down to 50% as the company is now also focusing on different
segments. With growth in volumes, the cost of sourcing will come
down in the near future. Company will venture wherever it gets real
estate space. Currently, it has very little space in the south India.
Eventually, it will have a pan-India set up.

11
 RESEARCH METHODOLOGY

5.1 Research problem statement

“A STUDY ON IMPACT OF RETAIL MALL ON RETAIL OUTLET”

5.2 Research objective

Primary objective:

 To study the impact of retail mall on retail outlet.

 To Study the customer approach towards the both shopping
points.
Secondary objective:

 To study preference of consumer for shopping point while

purchasing products.
 To study important parameters taken in to consider by
consumer while selecting shopping point for purchase.
 To Study about the loyalty schemes run by the both shopping
points.
 To study Customers expectation from the both shopping point.

5.3 List of information needed

To know the impact of retail mall on retail outlet in

jalandhar City the information required are.

- Gender
- Occupation
- Annual Family Income
- Services
- Awareness

12
5.4 Research Design

Descriptive research design is being used.

The reason of using descriptive design in present study is that it is

not based on judgment and intuition but on actual data collected
and therefore, accurate in generalizing.

In which research concerned with the finding out who, what, where,
when, and how.

1 Do you go for shopping?

2 How frequently, do you go for shopping?

3 Which type of shopping point, you would like to purchase

products?

4 Which is the importance to you while selecting both types of

shopping point?

5 Which attributes you taken in to consider while selecting

shopping point?

5.5 Sampling Plan

Population:

People of jalandhar City above the age of 18.

sampling frame:

The sampling frame consists of the list item from which the sample
is to be drawn. The sample framer for the research constitutes the
people residing in jalandhar city

Students Retired self employed

13
Businessman Housewives Professionals

Sample Type:

The project is entirely based on the practical approach. Project s

based on the Convenience sampling that is Non probability and
unrestricted sampling because the questionnaire was filled as per
convenience and time.

Sample size:

Sample size is 20 respondents.

5.6 Data collection

There are basically two types of data primary and secondary.

Primary data

The source for the primary data is Questionnaire Method.

Secondary data

The Secondary data have been collected from the sources like
Website, Magazines, Reports and Books.

5.7 Processing and analyzing collected data

The processing analysis of data based on the percentage method

and chart are also made to view the data pictorially.

5.8 Limitation of study

There is always a boundary existing every where and every time.

Every task that is undertaken has some obstacles in its way, some
basic limitation that make the task bit difficult are stated as follows

14
 The survey was limited only to the physical boundaries of
Jalandhar city and that is limited in the population.
 Different people have a different thought, process and different
attitudes. As a result their manner of answering the question of
the study differs the answer received sometimes positive, while
sometimes they were negative.
 The study on buying behaviour of consumer towards online
shopping of computer is limited to the product of computer and
computer peripherals only.
 A census survey is not possible due to time period so I have
selected sample survey.
 As we survey the area of Jalandhar city, the research could not
give the result on the whole. The people might have different
attitude and behaviour for the product at different places.
 Thus despite of the limitation we have tried to make the report
as accurate as we could make.

5.9 Interpretation

This step involves inference from the analysis of the data collected.
The required goal fulfilled at this stage. All the data’s are carefully
scrutinized and thereafter report was prepared.

It was of no use of collection unless it is tabulated properly so as to

interpret it with a view to arrive at a certain logical and meaningful
conclusion. Use of charts has been made with a view to data
pictorially, precisely, and to make study more interesting and easily
comprehensible.

5.10 Report writing:

This is the last step in the preparation of the project report. The sole
objective of the report writing was to report the finding to the
concerned authority.

15
6. DATA ANALYSIS & INTERPRETATION

Gender wise classification

Gender wise classification

Male
Female

43%

57%

Interpretation:

From the above table and chart we can examine that out of the total
respondents 20, 57% of the respondents were male 43% of the
respondents were female

Age group wise classification

Age group wise classification

Cumulative
Frequency Percent Valid Percent Percent
Valid 15-25 38 25.3 25.3 25.3
25-35 54 36.0 36.0 61.3
35-45 36 24.0 24.0 85.3
45 & above 22 14.7 14.7 100.0
Total 150 100.0 100.0

16
 15-25
25-35
35-45
25% 45& above
15%

24% 36%

Interpretation:

From the above table and the chart we examine that majority of the
respondents i.e. 36% of the respondents were in the age group of
25-35 years followed by 25% respondents in the age group 15-25
years, while the lowest 24% respondents were there in the age
group of 35-45 years while 15% were the respondents in the age
group below 45 & above years.

17
Occupation wise classification

Occupation wise classification

Frequency Percent Valid Percent

Valid Business 28 18.6 18.6
Profession 29 19.3 19.3
Service 26 17.3 17.3
Student 31 20.7 20.7
Others 36 24.0 24.0
Total 150 100.0 100.0

40
35
30 Business
25 Profession
20 Servvice
15 student
10 Others
5
0
Occupation

Interpretations:

From the above table and chart we can examine that 21% of the
respondents were students followed by occupation like service and
profession with 17% and 19% respectively while the respondent
who were engaged in the occupation of business were 18% . The
respondents engaged in other type of occupation were 24%.

18
Annual family income wise classification

Annual family income wise classification

Cumulative
Frequency Percent Valid Percent Percent
Valid less than 50000 23 15.3 15.3 15.3
50000-100000 34 22.7 22.7 38.0
100000-200000 47 31.3 31.3 69.3
200000 & above 46 30.7 30.7 100.0
Total 150 100.0 100.0

31% 15%
less than 50000
50000-100000
100000-200000
200000 & above

23%

31%

Interpretation:

From the above table and chart we examine that 31% of the
respondent belong from annual income group of 1, 00,000 to 2,
00,000. Followed 31% of respondent which belong to the income
group of 2,00,000 & above while the income group of 50000-100000
is 23% and the remaining 15%respondents were belongs to less
than 50000.

19
1. How frequently, do you go for shopping?

Cumulative
Frequency Percent Valid Percent Percent
Valid daily 45 31.3 31.3 31.3
twice in week 46 31.9 31.9 63.2
once in week 32 22.2 22.2 85.4
monthly 21 14.6 14.6 100.0
Total 144 100.0 100.0

15% 31%

daily
twice in week
22% once in week
monthly

32%

Interpretation:

From the above table and chart we examine that 32% of the
respondent go for shopping twice a week. Followed 31% of
respondent which goes for shopping daily while 22% goes for once a
week and the remaining 15%respondents were goes for monthly
shopping.

20
2. From which type of shopping point, you would
like to purchase the following products?

Percent

Home
Apparel/
Footwear Gifts White goods entertainment
clothing
products
Malls 61.8 75.0 54.9 17.4 14.6
Retail outlet 38.2 25.0 45.1 82.6 85.4

Interpretation: From the above table and chart we examine that

• 62% of the respondent like to purchase footwear from at Retail

mall, while 38% of respondent who goes at Retail outlet.

• 75% of the respondent purchase Gifts from Retail mall, while

25% of respondent purchase from Retail outlet.

• 55% of the respondent purchase Apparel/clothing from Retail

mall, while 45% of respondent purchase from Retail outlet. It is
quit similar ratio.

• 83% of the respondent purchase White goods (fridge, washing

machine etc) from Retail outlet, while 17% of respondent
purchase from Retail mall.

• 85% of the respondent purchase Home entertainment products

(TV, AV system) from Retail outlet, while 15% of respondent
purchase from Retail mall.

21
3. Convenient location

Convenient location for Retail mall

Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 3 2.1 2.1 2.1
Not important 6 4.2 4.2 6.3
Neutral 18 12.5 12.5 18.8
Important 42 29.2 29.2 47.9
Most important 75 52.1 52.1 100.0
Total 144 100.0 100.0

Convenient location for Retail outlet

Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 7 4.9 4.9 4.9
Not important 11 7.6 7.6 12.5
Neutral 19 13.2 13.2 25.7
Important 46 31.9 31.9 57.6
Most important 61 42.4 42.4 100.0
Total 144 100.0 100.0

Retail outlet Least important

Not important
Neutral

Retail mall Important

most important

0 20 40 60 80

Interpretations:

From the above table and chart we examine that convient location
of the shopping point is most important crieteria among 52%
respondents indicate it for Retail mall, while for the Retail outlet
43%. While 29% respondents indicate it is importanr for mall, for
retail outlet 31% respondents indicate it. While 13% give Neutral
response for both. 3% resppondents indicates as leastimportant.

22
Q4. Sales promotion scheme
Sales promotion scheme at mall

Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 7 4.9 4.9 4.9
Not important 15 10.4 10.4 15.3
Neutral 32 22.2 22.2 37.5
Important 33 22.9 22.9 60.4
Most important 57 39.6 39.6 100.0
Total 144 100.0 100.0

Sales promotion scheme at retail outlet

Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 5 3.5 3.5 3.5
Not important 9 6.3 6.3 9.7
Neutral 17 11.8 11.8 21.5
Important 26 18.1 18.1 39.6
Most important 87 60.4 60.4 100.0
Total 144 100.0 100.0

90
80
70
Most important
60
50 Important
40 Neutral
30 Not important
20
Least important
10
0
Retail mall Retail outlet

Interpretations:

From the above table and chart we examine that Sales promotion
scheme at the shopping point is most important crieteria among
60% respondents indicate it for Retail outlet, while for the Retail
mall 39%.

Similarly for retail mall 22% respondents indicate imporatant, for

retail outlet 18% respondents indicate it. While 11% give Neutral
response for retail outlet & 22% for retail outlet. 6% resppondents
indicates as least important.

23
Q5 Image of shopping point

Image of mall

Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 12 8.3 8.3 8.3
Not important 14 9.7 9.7 18.1
Neutral 24 16.7 16.7 34.7
Important 36 25.0 25.0 59.7
Most important 58 40.3 40.3 100.0
Total 144 100.0 100.0

Image of retail outlet

Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 12 8.3 8.3 8.3
Not important 15 10.4 10.4 18.8
Neutral 26 18.1 18.1 36.8
Important 44 30.6 30.6 67.4
Most important 47 32.6 32.6 100.0
Total 144 100.0 100.0

60

50
Most important
40
Important
30
Neutral
20 Not important
10 Least important

0
Retail mall Retail outlet

Interpretations:

According to Respondents that Image of shopping point is most

important crieteria among 40% respondents indicate it for Retail
mall, while for the Retail outlet 32%.

For retail mall 25% respondents indicate imporatant, for retail outlet
30% respondents indicate it. While 17% give Neutral response. 8%
resppondents indicates as least important & not important.

24
Q6 Shopping convenience
Shopping convenience at mall

Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 3 2.1 2.1 2.1
Not important 12 8.3 8.3 10.4
Neutral 32 22.2 22.2 32.6
Important 43 29.9 29.9 62.5
Most important 54 37.5 37.5 100.0
Total 144 100.0 100.0

Shopping convenience at retail outlet

Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 3 2.1 2.1 2.1
Not important 10 6.9 6.9 9.0
Neutral 34 23.6 23.6 32.6
Important 41 28.5 28.5 61.1
Most important 56 38.9 38.9 100.0
Total 144 100.0 100.0

2nd Qtr Least important

Not important
Neutral
Important
1st Qtr Most important

0 10 20 30 40 50 60

Interpretations:

According to Respondents that Shopping convenience is most

important crieteria among 38% respondents indicate it for Retail
mall, while for the Retail outlet 37%.

For retail mall 29% respondents indicate it is imporatant, for retail

outlet 28% respondents indicate it. While 23% give Neutral
response. 2% resppondents indicates as least important & not
important.

25
Q7 Availability of more variety
Availability of more variety at mall

Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 1 .7 .7 .7
Not important 14 9.7 9.7 10.4
Neutral 20 13.9 13.9 24.3
Important 44 30.6 30.6 54.9
Most important 65 45.1 45.1 100.0
Total 144 100.0 100.0

Availability of more variety at retail outlet

Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 5 3.5 3.5 3.5
Not important 8 5.6 5.6 9.0
Neutral 24 16.7 16.7 25.7
Important 48 33.3 33.3 59.0
Most important 59 41.0 41.0 100.0
Total 144 100.0 100.0

70
60
50 Most important
40 Important

30 Neutral

20 Not important

10 Least important

0
Retail mall Retail outlet

Interpretations:

From the above table and chart we examine that Availability of

more variety at the shopping point is most important crieteria
among 45% respondents indicate it for Retail outlet, while for the
Retail mall 41%.

Similarly for retail mall 30% respondents indicate imporatant, for

retail outlet 33% respondents indicate it. While 13% give Neutral
response for retail mall & 16% for retail outlet. 8% resppondents
indicates as not important.

26
Q8. Atmosphere of outlets
Atmosphere of mall

Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 4 2.8 2.8 2.8
Not important 8 5.6 5.6 8.3
Neutral 31 21.5 21.5 29.9
Important 55 38.2 38.2 68.1
Most important 46 31.9 31.9 100.0
Total 144 100.0 100.0

Atmosphere of retail outlet

Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 7 4.9 4.9 4.9
Not important 9 6.3 6.3 11.1
Neutral 21 14.6 14.6 25.7
Important 50 34.7 34.7 60.4
Most important 57 39.6 39.6 100.0
Total 144 100.0 100.0

60

50
Most important
40
Important
30 Neutral
Not important
20
Least important
10

0
Retail mall Retail outlet

Interpretations:

From the above table and chart we examine that Atmosphere of the
shopping point is most important crieteria among 31% respondents
indicate it for Retail mall, while for the Retail outlet 39%.

For retail mall 38% respondents indicate imporatant, for retail outlet
34% respondents indicate it. While 22% give Neutral response. 5%
resppondents indicates as least important & not important.

27
Q9. Service quality
Service quality of mall

Cumulative
Frequency Percent Valid Percent Percent
Valid Not important 5 3.5 3.5 3.5
Neutral 31 21.5 21.5 25.0
Important 54 37.5 37.5 62.5
Most important 54 37.5 37.5 100.0
Total 144 100.0 100.0

Service quality of retail outlet

Cumulative
Frequency Percent Valid Percent Percent
Valid Not important 9 6.3 6.3 6.3
Neutral 26 18.1 18.1 24.3
Important 57 39.6 39.6 63.9
Most important 52 36.1 36.1 100.0
Total 144 100.0 100.0

Retail outlet Least important

Not important
Neutral
Important
Retail mall Most important

0 10 20 30 40 50 60

Interpretations: According to Respondents that Service quality at

shopping point is most important crieteria among 36% respondents
indicate it for Retail mall, while for the Retail outlet 36%.

For retail mall 37% respondents indicate imporatant, for retail outlet
39% respondents indicate it. While 19% give Neutral response. 3.5%
resppondents indicates as not important.

28
Q10. Frequency of respondent opinion – Agree with Retail
mall

Responses

Agree Retail mall Retail outlet

normally located at convenient place 70.1% 39.6%

get some additional service 60.4% 25.0%

Goods are costly at this place 58.3% 60.4%

 Out of total no. of respondents found that 70% respondents

agreed that Retail mall was normally located at convenient place,
60% respondents agreed that they get some additional service at
Retail mall, and 51% respondents agreed that retail mall offers
more variety of products comparing to Retail outlet.

29
Q11. Frequency of respondent opinion – Agree with Retail
outlet:

Responses

Agree Retail mall Retail outlet

Goods are costly at this place 58.3% 60.4%

less chances of being cheated 45.8% 53.5%

visit for specific brand 49.3% 73.6%

Complains are attend quickly 43.8% 63.9%

Bargaining is not possible 47.9% 52.8%

 Retail outlet was highly preferred by the respondents for

shopped because 54% respondents agreed that there is less
chances of being cheated, 74% visit for specific brand only, also
64% respondents agreed that Complains are attend quickly
comparing to the Retail mall.

 While Respondent agrees that Bargaining is not possible at both

shopping point.

30
Q12 Frequency of respondent opinion - Disagree:

Responses

Disagree Retail mall Retail outlet

normally located at convenient place 9.0% 32.6%

get some additional service 17.4% 34.7%

Goods are costly at this place 20.8% 24.3%

It offers more variety of products 27.1% 47.2%

less chances of being cheated 21.5% 25.7%

visit for specific brand 21.5% 18.1%

Complains are attend quickly 32.6% 21.5%

Bargaining is not possible 28.5% 20.1%

 Majority respondents disagreed that Bargaining is not possible,

Complains are not attend quickly, nonavailibility of specific
brands at retail mall as comparing to Retail outlet.

 Retail outlet was not preferred by the respondents for shopped

because it is not located at convenient place, lack of additional
service, cost of goods are high compare to retail mall, not offers
more variety of products, high chances of cheated comparing to
the Retail outlet.

 While some Respondent give neutral response.

31
Q13. External appearance:
Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 11 7.6 7.6 7.6
Not important 9 6.3 6.3 13.9
Neutral 14 9.7 9.7 23.6
Important 26 18.1 18.1 41.7
Most important 84 58.3 58.3 100.0
Total 144 100.0 100.0

8% 6% 10%
Least important
Not important
Neutral
58%
Important
Most important

18%

Interpretations:External appearance as Most important attribute

among 51% respondents termed, while 25% respondents termed as
important. 6% respondent least concerned about the External
appearance. 8% respondents thinks it is not important.

Q14. Parking facility:

Cumulative
Frequency Percent Valid Percent Percent
Valid Least important 11 7.6 7.6 7.6
Not important 9 6.3 6.3 13.9
Neutral 14 9.7 9.7 23.6
Important 26 18.1 18.1 41.7
Most important 84 58.3 58.3 100.0
Total 144 100.0 100.0
8% 6% 10%
Least important
Not important
Neutral
Important
58%
Most important
18%

Interpretations: According to 58% respondents the Parking facility

at shopping point is Most important attribute, while 18%
respondents termed as important. 10% give Neutral response. 8%
respondents thinks it is least important.

32
Q15. Lighting inside

Cumulative
Frequency Percent Valid Percent Percent
Valid Not important 7 4.9 4.9 4.9
Neutral 10 6.9 6.9 11.8
Important 48 33.3 33.3 45.1
Most important 79 54.9 54.9 100.0
Total 144 100.0 100.0

5% 7%
Not important

Neutral

Important

Most important
55%
33%

Interpretations: According to 55% respondents Lighting inside in

shopping point is Most important attribute, Also 33% respondents
termed as important. 7% give Neutral response.

Q16. Interior colour

Cumulative
Frequency Percent Valid Percent Percent
Valid Not important 7 4.9 4.9 4.9
Neutral 11 7.6 7.6 12.5
Important 56 38.9 38.9 51.4
Most important 70 48.6 48.6 100.0
Total 144 100.0 100.0

5% 8%

Not important

Neutral

48% Important
39%
Most important

Interpretations: According to 48% respondents Interior colour of

shopping point is Most important attribute, Also 39% respondents
termed it as important. 8% give Neutral response. 5% said it is not
important for them.

33
Q17. Cleanliness

Cumulative
Frequency Percent Valid Percent Percent
Valid Neutral 6 4.2 4.2 4.2
Important 54 37.5 37.5 41.7
Most important 84 58.3 58.3 100.0
Total 144 100.0 100.0

4%
38%

Neutral

Important

Most important
58%

Interpretations: According to 58% respondents Cleanliness with in

shopping point is Most important, Also 38% respondents termed it
as important. 4% give Neutral response.

Q18. Staff behavior

Cumulative
Frequency Percent Valid Percent Percent
Valid Neutral 12 8.3 8.3 8.3
Important 46 31.9 31.9 40.3
Most important 86 59.7 59.7 100.0
Total 144 100.0 100.0

32%
8%

Neutral

Important
60%
Most
important

Interpretations:

34
According to 60% respondents termed Staff behavior at shopping
point is Most important, 32% respondents termed it as important.
8% give Neutral response.

35
Q19 Range of product

Cumulative
Frequency Percent Valid Percent Percent
Valid Not important 9 6.3 6.3 6.3
Neutral 13 9.0 9.0 15.3
Important 36 25.0 25.0 40.3
Most important 86 59.7 59.7 100.0
Total 144 100.0 100.0

6% 9%
Not important

Neutral

Important

60% Most important

25%

Interpretations: According to 60% respondents termed Range of

product available at shopping point is Most important, 25%
respondents termed it as important. 9% give Neutral response.
While 6% said it is not Important.

Q20 Replacement facility

Cumulative
Frequency Percent Valid Percent Percent
Valid Not important 2 1.4 1.4 1.4
Neutral 15 10.4 10.4 11.8
Important 35 24.3 24.3 36.1
Most important 92 63.9 63.9 100.0
Total 144 100.0 100.0

1% 10%
24%
Not important

Neutral

Important

Most
65% important

Interpretations: According to 64% respondents termed

Replacement facility available at shopping point is Most important,
24% respondents termed it as important. 11% give Neutral
response. While 1% said it is not Important.

36
Q21 Acceptance of credit card

Cumulative
Frequency Percent Valid Percent Percent
Valid Neutral 25 17.4 17.4 17.4
Important 43 29.9 29.9 47.2
Most important 76 52.8 52.8 100.0
Total 144 100.0 100.0

17%

Neutral

Important

Most important

53% 30%

Interpretations: According to 53% respondents termed

Acceptance of credit card at shopping point is Most important, 30%
respondents termed it as important. 17% give Neutral response.
While no one said said it is not Important or least important.

Q22 Availability of other service (water, sitting

arrangement, etc)

Cumulative
Frequency Percent Valid Percent Percent
Valid Neutral 5 3.5 3.5 3.5
Important 35 24.3 24.3 27.8
Most important 104 72.2 72.2 100.0
Total 144 100.0 100.0

3% 24%

Neutral

Important

Most
important
73%

Interpretations: According to 53% respondents termed Availability

of other service (water, sitting arrangement, etc) at shopping point
is Most important, 24% respondents termed it as important. 4% give

37
Neutral response. While no one said said it is not Important or least
important.

Q23. Experience of Retail mall

Cumulative
Frequency Percent Valid Percent Percent
Valid Very poor 5 3.5 3.5 3.5
Poor 14 9.7 9.7 13.2
Good 39 27.1 27.1 40.3
Very good 48 33.3 33.3 73.6
Excellent 38 26.4 26.4 100.0
Total 144 100.0 100.0

Interpretations:

Above table and graph indicates experience of respondents towards

Retail mall, it was found that 33% respondents experience was very
good, 26% respondents experience was Excellent , 27%
respondents experience was good and 10% respondents experience
was poor, while 4% respondents experience was very poor in
purchasing from Retail mall.

38
Q25 Experience of retail outlet

Cumulative
Frequency Percent Valid Percent Percent
Valid Very poor 4 2.8 2.8 2.8
Poor 21 14.6 14.6 17.4
Good 61 42.4 42.4 59.7
Very good 33 22.9 22.9 82.6
Excellent 25 17.4 17.4 100.0
Total 144 100.0 100.0

Excellent Verypoor
17% Poor 3%
15%

Verygood
23%
Good
42%

Interpretations:

Above table and graph indicates experience of respondents towards

retail outlet, it was found that 42% respondents experience was
good, 17% respondents experience was Excellent, 23% respondents
experience was very good and 15% respondents experience was
poor, while 3% respondents experience was very poor in purchasing
from Retail outlet.

39
 FINDINGS

 It was found in the study that major respondents preferred

both Retail mall and Retail outlet for shopping of products.

 From the study, it was found that most respondent of like to

purchase Footwear, gifts, clothing from the Retail mall
because of certain extra benefits they get it. While they like to
purchase the products like White goods (fridge, washing
machine etc), Home entertainment products (TV, AV system)
from the Retail outlet.

 It was found that most of respondents select retail mall for

shopping on the bases of location nearer to them, various
sales promotion scheme available at shopping point, Image of
shopping point, and service quality. Some respondents give
neutral response, but very few said these factors are least
important.

 It was found that most of female respondents select retail

outlet as shopping point where shopping convenience is easy,
Availability of more variety, Service quality is good.

 From the survey we can examine that Retail outlet was highly
preferred by the respondents for shopped because it is
located at convenient place than the retail outlet. Also
because they get additional services, variety of products at
Retail mall comparing to the Retail outlet.

40
 Retail outlet was highly preferred by the respondents for
shopped because there is less chances of being cheated,
available specific brand, also Complains are attend quickly
comparing to the Retail mall.

 It was found from the study that many Female and youth
respondents indicate that the External appearance of
shopping point, Parking facility, Lighting inside, Interior colour
of shopping point as most important attribute for make
decision about choosing shopping point.

 Many Businessman, housewives & profession respondents

indicate that cleanliness within store, Staff behavior, Range of
product available, Replacement facility, Acceptance of credit
card, Availability of other service like (water, trail rooms, etc)
most importance. While very few give least importance to it.

 It was found that most of respondents’ experience of

purchasing from Retail Mall is very good and excellent. While
most of respondents’ experience of purchasing from Retail
outlet is good.

41
 CONCLUSION

After globalization whole world is become like one market. India

liberalized the foreign investment in India’s that, no. of foreign
companies invest in India. As a result, very stiff competition
prevailed in the market and it is difficult to survive in the market.
Now a day, there is very stiff competition between Retail mall and
retail outlet. Even Retail mall competes among them for survival
and profit.

In modern period, students and youth mostly upper class people

preferred to purchase from retail mall because of facilities and
comfort attract them for purchasing of products.

But on the other hand respondents also preferred Retail outlet store
for shopping because facilities they got from retail outlet like
replacement of product, complain attend quickly, branded products
and easy availability of the stores. From the study it was concluded
that Retail mall dominate Retail outlet.

42
 BIBLIOGAPHY

BOOKS:

 Donald Cooper & Pamela Schindler “Business Research

Methods” 8th ed., Tata McGraw Hill,.

 Philip Kotler, Kevin Lane Keller, Abraham Koshi & Mithileshwar

Jha “Marketing Management”, 12th ed., Pearson Education,

Websites:

 business.mapsofindia.com/india-retail-industry/

 business.mapsofindia.com/india-industry/retail.html

 www.economywatch.com/business-and-economy/indian-retail-
industry.html

 www.economywatch.com/business-and-economy/indian-retail-
industry.html

 www.ibef.org/industry/retail.aspx

 www.indiaretailshow.com/

 www.indiaonestop.com/retailing.htm

 www.sebi.gov.in/dp/pantaloon.pdf

43