PROJECT REPORT

ON

“CONSUMER BUYING BEHAVIOR TOWARDS

RELIANCE MALL IN JUNAGADH CITY”

SUBMITTED TO

(N.R. VEKARIA Institute of Business Management Studies,

JUNAGADH.)

IN PARTIAL FULLFILMENT OF THE REQUIRMENT OF THE

AWARD FOR THE DEGREE OF

MASTERS OF BUSINESS ADMINISTRATION (APPLIED MANAGEMENT)

(SEMESTER-7 of Integrated MBA)

UNDER

Gujarat technological University

UNDER THE GUIDANCE OF

Prof. Dhara Vekariya

SUBMITTED BY

Rupareliya Yash

Enrollment No : 167360585035

I-MBA - SEMESTER 7

Gujarat Technological University

Ahmedabad

2019

1
 PREFACE

As a paradigm based on proper integration of formal teaching and actual

practice. This project is based on industry and company study has been
introduced under the I-MBA (Integrated MBA) one can know he can
become in business and management field.

By theory a student can only make picture about the corporate

world in his mind but with the practical he can become a successful actor
in that picture. Classroom theory is not enough for the I-MBA student for
the practical program our university arranges a company based on
project. To know the various angles of business, practicle knowledge is
very essential.

2
 ACKNOWLEDGEMENT

This successful project report has been made possible through the direct and
indirect cooperation and guidance if various people for whom we wish to express. Our
appreciation and gratitude.

Our intellectual debt is to those people who have contributed significantly

guidance to complete our project report successfully. At this moment of our
substantial enhancement, we rarely find enough words to express our gratitude to
words those who were constantly involved with us during our project and making it a
success.

We express our special gratitude to Prof. Dhara Vekariya who in spite of their
duties and responsibility have provided us a proper guidance regarding concept clarify
of the project and also provided support at all stage of the study.

We are also thankful to Dr. Prof. N M. Munshi director of N.R.V.I.B.M.S. We are

highly obliged to all those who have helped us directly or indirectly in successful
completion of this report.

3
 DECLARATION

I am Rupareliya Yash I-MBA, hearly declare that the report for “project
entitled” CONSUMER BUYING BEHAVIOR TOWARD RELIANCE MALL IN
JUNAGADH CITY” submitted by Gujarat Technological University is result of
own work and my indebtedness to other work publication ,references, if any,
have been duly acknowledged.

Place: Junagadh

Date : (Rupareliya Yash)

4
 Executive summary

The Indian mall industry us the largest among all the industry accounting forever 10
percent of the country's GDP and around 8 percent of the employment. The mall
industry is India has come forth as one of the dynamic and fast placed mall industries
with several player entering the market. But all of them have not yet tested success
because of the heavy initial investment that are required to break even with other
companies and complete with them. The India mall industry is gradually in hatching it's
way towards becoming the next boom industry. The total concept and idea of
shopping has under gone and attention drawing change in term of formats and
consumer buying behavior toward mall in revolution in shopping India.

The following paper first give the general overview if mall industry in Junagadh city
different types of mall formats present in India major players presence in mall industry
growth the opportunity difficulty's the sector currently facing.

Mall industry are all product are Fresh product vegetarian and non-vegetarian product
are available mall industry is 24 hours opened in junagdh city the developed by the
this area in mall industry many facility are available to mall industry in coupon, Biling,
facilities and etc facility available in mall industry.

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 TABLE OF CONTENTS

SR.NO. PARTICULAR PAGE

NO
PART 1 GENERAL INFORMATION 7
1 ABOUT THE INDUSTRY 8
World Market 12
India Market 14
Scenario about particular industry in Gujarat 16
Growth Of The Industry IN India & gujarat 17
2 About major companies in the industry 20
3 Product profile (major Products) 25
PART -2 PRIMARY STUDY 30
4 Introduction of The Study 31
Literature Review 31
Background Of The Study 33
Problem Statement and Importance of the Study 34
Hypothesis 35
5 Research Methodology 37
Research Design 37
Sources of Data 38
Data Collection Method 39
Population 41
Sampling Method 42
Sampling Frame 43
Date Collection Instrument 44
6 Data analysis and interpretation 45
7 Finding 63
8 Limitation of the study 64
9 Suggestion 65
10 Conclusion 66
11 Bibliography 67
12 Annexure 69

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 PART 1

GENERAL INFORMATION

7
 About The Industry

A shopping mall is a modern chiefly North American term for a form of shopping
center in which one or more buildings form a complex of shops representing
merchandisers with interconnecting walkways that enable customers to walk from unit
to unit. A shopping arcade is a specific form serving the same purpose. Many early
shopping arcades such the Burlington Arcade in London, the Galleria Vitoria
Emmanuelle II in Milan and numerous arcades in Paris are famous and still trading.
However, many smaller arcades have been demolished, replaced with large centers
or malls often accessible by vehicle. Technical innovations such as electric lighting
and escalators were introduced from the late nineteenth century. From the late
twentieth century, entertainment venues such as movie theaters and restaurants
began to be added. As a single built structure, early shopping centers were often
architecturally significant constructions, enabling wealthier patrons to buy goods in
spaces protected from the weather.

In places around the world, the term shopping center is used, especially in
Europe, Australia, and South America. Mall is a term used predominantly in North
America. Outside of North America, shopping precinct and shopping arcade are also
used. In North America, Gulf countries, and India, the term shopping mall is usually
applied to enclosed retail structures (and is generally abbreviated to simply mall),
8
while shopping center usually refers to open-air retail complexes; both types of
facilities usually have large parking lots, face major traffic arterials, and have few
pedestrian connections to surrounding neighborhoods.

The majority of British shopping centers are located in city centers usually
found in old and historic shopping districts and surrounded by subsidiary open air
shopping streets. Large examples include West Quay in SouthamptonManchester
AndaleBullring Birmingham; Liverpool One; Buchanan Galleries in Glasgow; and
Eldon Square in Newcastle upon Tyne. In addition to the inner city shopping centers,
large UK conurbations will also have large out-of-town "regional malls" such as
Meadow hall CentreSheffield serving South Yorkshire, the Trafford Centre in Greater
Manchester and Blue water in Kent. These centers were built in the 1980s and 1990s,
but planning regulations prohibit the construction of any more. Out-of-town shopping
developments in the UK are now focused on retail parks, which consist of groups of
warehouse style shops with individual entrances from outdoors. Planning policy
prioritizes the development of existing town centers, although with patchy success.
Westfield Stratford City, in Stratford (London), is the largest shopping center in Europe
with over 330 shops, 50 restaurants and an 11 screen cinema and Westfield London
is the largest inner-city shopping center in Europe. Bullring, Birmingham is the busiest
shopping center in the UK welcoming over 36.5 million shoppers in its opening year.

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 History

According to the history of shopping centers provided by Consumer Reports

shopping centers had their birth in the 1920's in California where supermarkets would
anchor and serve as a magnet for a strip of smaller stores. According to Samuel
Feinberg (1960) shopping centers got their start a bit earlier, in 1907, in a Baltimore
neighborhood where a group of stores established off-street parking. In 1922 The
Country Club Plaza in suburban Kansas City, a group of stores only accessible by car,
was built. In 1931 the Highland Park Shopping Village in Dallas became the first group
of stores that had its own parking lot with the stores facing away from the access road.
The first enclosed mall was developed in a suburb of Minneapolis in 1956. Designed
to get the shopper out of the harsh weather, it introduced the world to shopping
complexes as worlds unto themselves--free from bad weather, life, crime, dirt and
troubles. It is somehow fitting that the largest mall in the United States, called "The
Mall of America," is now nearing completion outside Minneapolis.

Whatever and wherever its start, the phenomenal growth and development of
shopping centers naturally followed the migration of population out from the cities and
paralleled the growth of the use of the automobile. By 1960 there were 4500 malls
accounting for 14% of retail sales. By 1975 there were 16,400 shopping centers
accounting for 33% of retail sales . In 1987, there were 30,000 malls accounting for
10
over 50% of all retail dollars spent (about 676 billion dollars, 8% of the labor force, and
13% of our gross national product--Keinfield, 1986; Turchiana, 1990).

Malls are now the retail, social and community centers of their communities.
Indeed, shopping malls are the center pieces for rejuvenation of urban centers (e.g.,
City-Center Indianapolis, Faneuil Hall - Boston, South Street Seaport - New York City,
Harbour Place Baltimore). 'Some malls are so large that they are communities.
Chicago's Water Tower place has hotels, restaurants, offices, stores, restaurants, and
residential units. The West Edmonton Mall in Canada, The largest mall in the world,
has over 800 stores, ice skating, 24 movie screens.

Despite unsupported forecasts that the country is over-malled (e.g., Turchiana,

1990) the increasing dominance of malls seems inevitable (Ballard, 1981; Burstiner,
1986). Many of these malls will be smaller strip centers, but there are plans for mega-
malls modeled after the Edmonton Mall (Martin, 198)

11
 World Market

Contemporary era demand of mall increases diem per diem because people do
not want to go local market but they like to purchase product in wholesale so that in
mall provides something new or innovative facilities provides to their prospective
customer. the foundation of retail economies, and social sanctuary for teenagers
everywhere. In recent decades, the concept of the shopping mall, which has its origins
in the U.S. and became a full-blown modern retail trend there in the post-WWII years,
has proliferated across the globe. The five largest malls in the world now reside in
Asia. China’s New South China Mall in Dongguan stands at the top of the heap with
2.9 million square meters of space.

Despite its ubiquity, the mall as it is been conceived for the last half century is
at a critical inflection point. A storm of global trends are coming together at the same
time to cause malls to change the role they play in people’s lives. No longer are they
primarily about shopping. Now, when consumers visit malls, they are looking for
experiences that go well beyond traditional shopping.

When consumers visit malls, they are looking for experiences that go well
beyond traditional shopping.

The trends helping to create this change include changing demographics, such
as an aging population and increased urbanization, which means more people living in
smaller spaces and a greater need for public spaces in which to socialize and
congregate. In this environment, malls offer a welcome watering hole, especially in
cities where other public spaces are not safe. Sustainability concerns are causing

12
some consumers to prefer mixed use developments where they can live, shop and
work all within walking distance – instead of having to get into a car and drive to a
crowded suburban mall. The growing middle classes in Latin America and Asia
maintain a strong association between consumption and pleasure, driving the need for
more engaging shopping experiences. And finally, the e-commerce revolution and the
rise of digital technologies are fundamentally reshaping consumer expectations and
shifting the function of stores toward useful and entertaining customer experiences.

As these trends advance across the global stage, they are forcing mall
operators to rethink how they conceive and operate their properties. This identity crisis
is most intense in the U.S., the country that pioneered malls and has the most malls
per inhabitant. Thanks to a continued economic slowdown and rapid advance of the
digital revolution, the U.S. mall industry is retracting and facing high vacancy levels.
Websites such as collect pictures of weedy parking lots and barren food courts, and
try to explain how once-thriving shopping centers began to spiral downward.

13
 Indian Market

The Indian retail industry continues its growth trajectory on to 2011. India has
emerged as the hottest retail destination. Most of the organized retailing in India has
started

recently and is concentrating mainly in metropolitan cities. The growth of Indian

organized retail market is mainly due to the change in the consumer behavior. This
change has come in the consumer due to the increased income, changing life styles
and pattern of demography which are favourable. Now the consumer wants to shop at
a place where he can get food, entertainment and shopping, all under one roof. This
has given Indian organized retail market a major boost. Shopping malls are the hot
shopping destinations in new life style. Due to rapid retail boom, variety of malls has
emerged.

With this big ticket mall culture hitting the great Indian middle class, the days of
pure shopping delight seems to be diminishing. Our study is on the ‘DB Mall’ that has
recently come up in the city of lakes, Bhopal.

It was delighting to study the shopper’s Attraction and their views which
concluded with a positive nod on mall culture in our tier II city. retail in India’s largest

14
industry is accounting for 10% of the country’s GDP and around 80% of the
employment. Retail industry in India is at the cross roads. It has emerged as one of
the most dynamic and fast paced industries with several players

entering the market. Indian retail sector is highly fragmented as compared to

the developed as well as the other developing countries. This shows the great
potential for the organized retail industry to prosper in India. As the market for the final
consumption in India is very large, retail trade is largely in the hands of private
independent owners and distributor’s structure for fast moving goods consisting of
multiple layers such as

carrying and forwarding agents, distributors, stockiest, wholesalers and

retailers. Thus the growth potential for the organized retailer is enormous.

According to a study, the size of the Indian retail market is currently estimated
atRs.704 crores which accounts for a meager 7% of the total retail market. As the
market becomes more and more organized, the Indian retail industry will gain greater
worth. The retail sector in the small towns and cities will

15
 scenario about Malls

Malls is the most active and attractive sector of last decade. While the Malls
industry itself has been present since ages in our states, it is only the recent past that
it has witnessed so much dynamism. The emergence of retailing in India has more to
do with the increased purchasing power of buyers, especially post-liberalization,
increase in product variety, and increase in economies of scale, with the aid of modern
supply and distributions solution.

Indian Malls today is at an interesting crossroads. The Malls are at the highest
point in history and new technologies are improving retail productivity. though there
are many opportunities to start a new retail business, retailers are facing numerous
challenges.

16
 Growth of mall industry india:-

Until 1990, street markets and bazaars were the top performers in the Indian
retail Sector, and they contributed immensely to sales. But after 1990, country saw an
emergence of mall culture especially in metros like Delhi (NCR), and Mumbai with an
incredible pace. Just a few years before, people had to make a choice among
shopping, movies or hanging out on a holiday but thanks to our malls, all these jobs
can be performed at the same time, under the same roof and that too with a wonderful
experience.

People find these malls to be the better place to shop or hang out in summer
heat as they offer free entry to a completely air conditioned complex with good music
playing all around and loads of window shopping opportunity which is appreciated by
one and all. Not to forget the goggles food joints that serve different cuisines meant to
create a centre of attention for all the foodies. Though malls are equally popular
among all ages, the true lovers of multiplexes are the youngsters for whom malls are
the ‘ultimate place to roam’.

These emerging formats serve various purposes like shopping, entertainment,

get together, dating or simply a free of cost good place for time pass. For teenagers
especially the colleges going students, unfortunately, malls have become the coolest
and safest place to go bunking. Opening of dance floors (discos) have added a new
adventure and fun to teenage life.

These ‘never seen before’ experiences have changed the trends to an extent
that the glamour that could be seen only on the silver screen has now come to all
major cities and one can easily see it in his/her neighbourhood. Almost all the malls
present in any region can match any high-quality mall in any part of the world.

17
 Traditional retailers and market platforms now have to imitate malls by creating
a better overall shopping experience for potential customers by offering a mix of
diverse products – including food and beverage as well as entertainment outlets –
preferably under one roof, like malls offer.

A consumer is attracted to a mall because of the availability of world-class

ambience and services, exposure to a multitude of brands, attaching promotional
offers and significant periodic discounts. The superior ease of shopping in air-
conditioned, aesthetic comfort as well as access to a variety of food options are added
incentives to mall visitors.

Prospects of shopping malls in India:-

Global estimates say India will be home to 100 million square feet of shopping
malls in 2015 and the good news for the people belonging to NCR (Delhi) is that 40%
of these will be concentrated in this region alone. Though malls are flourishing in all
parts of the country, they have not been able to replace traditional markets, which are
still popular among the pocket conscious people.

The retail boom in India is set to witness exciting growth in the years ahead
with the number of shopping malls in Asia’s third largest economy rising to a
staggering 425 (operational malls) by the end of 2010.

The country has more than 100 malls alone in National Capital Region (NCR)
and Mumbai accounting for maximum numbers of the gleaming shopping centres. The
retail sector will see over 45 million sq ft of shopping centre space by the year end.

According to estimates organized retailing is projected to grow at the rate of 25-

30 per cent per annum to touch $30 billion by 2012 and $ 75 billion by 2017. The
investments in the retail sector are estimated between $5 billion in 2012 which is likely
to grow at a rate of five to seven percent per annum in the coming years.
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 Growth of mall industry Gujarat

A set of government data released recently seems to puncture the Narendra Midi-
Led Gujarat government's claim that the state's industrial performance has been
robust.

Gujarat malls output computed in terms of gross value addition increased

only 0.9 percent in 2018-19 despite a low base of 1.2 percent the previous year.

the overall industrial growth for india during 2017-18 stood at 18.4 percent
compared with 18.3 percent the previous year. these figures are in current price
terms the numbers will be included in the country's gross domestic product(GDP)
growth after converting these into constant prices by applying price deflators.

in 2013-14 Gujarat had seen a massive industrial growth of 44.8 percent but
that could have been because of a low base of(-) 0.6 percent the previous year
due to the global economic slowdown.

According to expert the share of manufacturing in Gujarat's Gross State

Domestic Products(GSDP) is quite significant therefore when the overall economic
environment is weak the picture in Gujarat is also gloomy. manufacturing both
organised and unorganised account for more than 87 percent of the state's gross
domestic product.

Gujarat contributes highly to the country's manufacturing sector. Whenever

there is a low demand in the economy states like Gujarat are adversely affected
"said CARE rating chief economist madansabnavis.

but some economists have doubted the authenticity of the ASI data Rajiv
Kumar a senior fellow at the centre for policy research said ASI was not complate data
and took into account only registered units. so this could be an outdated number he
said

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 About Major Companies In Mall industry

India is booming as one of the largest shopping destinations in the world. Every
year a large number of new centers open for shopaholics. India offers a unique
shopping experience in the mall, compared to other countries. Let's take a look at the
ten biggest shopping centers in India.

1. Phoenix Market City (4 million square feet)-mumbai

Phoenix Market City is actually a city in itself. Total area 4,000,000 square
makes Phoenix Market City Mumbai is the largest mall in India and also in Asia. Total
Stores: 600 Retail Outlet/Stores Multiplex Screen is 14 Movie Screens Restaurants
are More than 20 Restaurants.

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 2.Lulu Mall (3.9 million square feet) – Kochi

Lulu International Mall provides you the feel of an international mega mall. Its
roof shines in sunlight. Total Floors are 5 and are Total Multiplex 9 Screen of PVR
Cinemas Multiplex Food are 3 Restaurants and 4500 People can take food at a time
with 18 multi cuisine kitchens. Facilities for Entertainment is Party Hall, Indoor
Climbing, Rides, Amusement, 5D Cinema and Arcade Games Business Facilities
Foreign Exchange Counters, Banking Counters and much more. Started in 2013, the
mall has nearly 365 outlet shops.

Lulu Mall is the largest shopping mall in India situated in the city of Kochi.
Spanning 17 acres and with a total retail floor area of 1.7 million square feet, it is the
80th largest shopping mall in World. The mall was opened in March 2013 and contains
more than 215 outlets including food courts, restaurants, family entertainment zones,
a multiplex, ice skating rink and bowling alley. The estimated cost for this project is
more than INR 16 billion. The property is owned and managed by Lulu Group.

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 3. DB City Mall (1.35 million square feet) – Bhopal:-

The DB City Mall is the largest & first shopping centre in Madhya Pradesh,
Bhopal. Fun Cinemas, Shoppers Stop hyper city, McDonalds, Domino's Pizza,
Panties, Amer Bakery Hut, great life, Nike, Puma, Adidas, Reebok, Max, Westside,
Amoeba, John players, Levi Strauss and many more. It also has three floors of the
Courtyard by Marriott hotel and Audi showroom on the ground floor.

DB City Mall DB mall is a part of Bhaskar group and its ventures. It has three
basements and three on-floor parking more managed by Central Parking Services. It
spans over 125,000 square meters in area. It is largest shopping mall in Central India.

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 4.Alpha One Mall (1.2 million square feet) – Ahmadabad

Alpha One Mall is the 10th largest mall in India situated in Vastrapur,
Ahmadabad. It was inaugurated in October 2011. Alpha One Mall has nearly 210
stores, including all the major fashion brands.

The mall has three anchor stores. The biggest anchor store Hyper City
occupies 80,000 square feet is located at the basement of the mall. The other two
anchors Lifestyle Stores, Shoppers Stop located at the two ends of the mall spans
vertically for 3 floors. The mall is claimed to have 210 stores under its roof. Other
major brands present in the mall are Madura, Lollipops, Estelle, Chavda, Color Fab,
Gini and Joni, and Anshu's Designer Studio. The food court and the multiplex are
located on the third floor. The 6-screen multiplex is spread across 40,000 sq.ft and is
operated by Cinepolis.

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 5. Crystal mall:

Crystal Mall is shopping mall located in Rajkot in Gujarat State of India. It is

located on western part of Rajkot City on main Kalawad Road. The mall receives 9
million visitors annually.Gandhi Realty owns and manages the Crystal Mall.

In the Rajkot City, Crystal Mall is the largest mall in terms of retail space as well
as total enclosed floor area. The mall opened its doors to the public on September 28,
2009.The Mall has magnificent interiors coupled with a large atrium enhancing the
ambience. Marked by extensive landscaping and distinct entrances and exits, the
identical C-shaped building has enclosed a large open piazza to infuse the complex
with unparalleled ambience and energy.Crystal Mall is a modern shopping, Leisure
and dining destination custom-created for the fashionable and colourful people of
Rajkot City.

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 Product Profile (Major Product)

 vegetable and fruits:-

Reliance fresh provides fresh fruit & vegetable to their prospective customer
and mainly emphasis on quality, utility, price, durability.

 Household Item:-

Household goods are goods and products used within households. They are
the tangible and movable personal property placed in the living rooms, dining rooms,

25
kitchens, family rooms, great rooms, bedrooms, bathrooms, recreation rooms,
hallways, attics, and basements and other rooms of a house.

 Food and Beverages:-

Groceries:-

26
 Dairy Product:-

27
 Non Veg Food Item:-

Ready to Eat Items:-

28
 Electronics items:-

 Cosmetic Items:-

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 PART 2

PRIMARY STUDY

30
 INTRODUCTION OF STUDY

Literature Review

Once the problem is formulated, the research has to undertake an extensive

literature survey related to problem. The literature survey undertaken here includes
books and different websites from the internet. The research project was to know the
customer’s buying behavior and customer satisfaction for purchasing in mall.

Review of literature on customer buying behavior on purchasing from

mall

Mrs.M.L.kaamaeswari(the Indian journal marketing-oct-2009)

Has expressed that, industrialization has bought vast changes in the mall
industry, because of development of any area require appropriate facilities, mall
industry in one of the fastest growing sector in our country.

It is worth nothing that consumer buying behaviour is studied as a part of the

marketing and its main objective it to learn the way how the individuals, groups or
organizations choose, buy use and dispose the goods and factors such as their
previous experience, taste, price and branding on which the consumer base their
purchasing decisions.

Review of literature on prefrences of consumer towards regional

shopping malls

Branner and Manson(1968)

The habits of consumer determining various factors such as population,

purchasing power, population density, newspaper circulation. In the study, it was
established that the driving time required to reach a center is highly influential in
determining consumer shopping prefrences.

31
 Review of literature on customer and their styles

White(2008)

In his paper elaborated that the customer and their lifestyle have changed, and
with that, shopping malls or centers are changing to continue to attract
consumers.Entertainment centers and destination venues once of little significance to
shopping centers and malls, are now growing in important part,since in order to attract
today’s consumer.

Review of literature on customer tend to come to the store with a choice

set

Nikhilesh Dholakia & Piyush Kumar Sinha (2015)

While consumer buying from the traditional format the customers carry
lists.These lists in many cases, name of the product. Generally, the retailer simply
fetches the sought brands and collects them on the counter, collects them on the
counter, ready for tallying and payment. In the very affluent families, these pattern
exhibit variations.

32
 BACKGROUND OF THE STUDY (consumer buying behavior)

 Consumer Buying behavior

 The study of consumer helps the firm and organization to improve their
marketing strategies by understanding issues such as how…
 The psychology of how consumer think, feels, reason, and select
between different alternatives(e.g.brand,product and retailers)
 The psychology of how the consumer is influenced by his or her
environment (e.g. culture,family,signs and media)
 The behavior of consumer while shopping or making other marketing
decisions.
 How consumer motivation and decision strategies differ between
product they differ in their level of importance or interest that they entail
for the consumer.
 How marketers can adapt and improve their marketing campaign and
Marketing strategies to more effectively reach the consumer.

 Definition

“Consumer buying behavior is the sum total of a consumer's attitudes,

preferences, intentions, and decisions regarding the consumer's behavior in
the marketplace when purchasing a product or service. The study of consumer
behavior draws upon social science disciplines of anthropology, psychology,
sociology, and economics.”

“Consumer behavior is the study of how individual customers, groups or

organizations select, buy, use, and dispose ideas, goods, and services to
satisfy their needs and wants. It refers to the actions of the consumers in the
marketplace and the underlying motives for those actions.

33
 Problem statement & objectives of the study

 Problem statement

Analysis of the consumer buying behavior towards the mall with

reference to the junagadh city

 Objectives of the study

 The main objective is that to know about the consumer buying behavior
towards the mall.
 To know about which attribution are more like by the consumer in the
mall.
 To know about the consumer interest for the liking of the different
company
 To find what factor are influence the people for purchasing the product
in mall.
 To fulfill the requirement of the study

34
 Hypothesis

Setting the Hypothesis:-

Which attribution do you like the most at the time

of purchasing of product from mall?

Answer No. of respondent Percentage

Quality 5 35%
Utility 3 10%
Price 15 5%
Durability 4 33%
Quantity 5 10%
Brand name 10 7%
Total 42 100

Step 1: Null hypothesis

H0: All attributes are not equally like at the time of purchasing in mall

Step 2: Alternative hypothesis

Ha: All attributes are equally like at the time of purchasing in mall

35
 Step 3: calculation of test statistics

Observed Expected (O-E) (O-E)2 (O-E)2/E

Frequency Frequency

5 7 -2 4 0.57
3 7 -4 16 2.29
15 7 8 64 9.14
4 7 -3 9 1.29
5 7 -2 4 0.57
10 7 3 9 1.29
15.15

Step 4 : Degree of freedom = k-1,= 6-1, =5

We will get x2(5,0.01)=15.086 from the table

Step5 : conclusion

x2(c)>x2(5,0.01)

I.e.15.15> 15.086

There H0 is rejected means H1 is accepted i.e. All attributes are equally

like at the time of purchasing in mall.

36
 Research methodology

Research Design

A research design is the specification of method and procedures for acquiring

the information needed to the structure or solves the problem. It is the overall
operation pattern or framework of the project that stimulates what information is to be
collected from which source and by what procedure. On the basis of the major
purpose of our investigation the descriptive research is found to be more suitable.
Descriptive studies, as the name implies, are designed to describe something- usually
market characteristics or fiction. It is conducted for describe the characteristics of
relevant groups, to determine the perception of product characteristic or to make
specific prediction.

Research design is the arrangement of the condition for collection and analysis
of data in manner that aims to combine relevance to the research purpose with
economy in procedure. It is a conceptual structure within which the research is
conducted; it constitutes the blue print for the collection, measurement and analysis of
data. As such the design includes an outline what the researcher will do from lighting
the hypothesis and its operational implications to the final analysis of data. research
purpose may be grouped into three categories,viz.,

 Exploratory
 Descriptive
 Experimentation

Descriptive research design use for the survey purpose.

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 Sources of Data

There are two types of sources of data

1. Primary Data

We collect the data by the survey and filing questionnaire.

2. Secondary Data

we collect the data by following method:

 By websites
 By newspaper
 By magazine
 By journal

38
 Data Collection Method

In dealing with a real life problem, it is often found that the data at hand are in
adequate, and hence, it become necessary to collect data that are appropriate there
are several way of collecting the appropriate data.

There are two types of data collection methods.

DATA COLLECTION
METHOD

1. Primary methods 2. Secondary methods

A. Questionnaire
B. Survey
A. Magazine
C. observation
B. Media
C. Web, library,etc.

A. Primary Data :

Primary data are those which are collected for the first time& thus happen
to be original in character. primary data are to be originally collected. Collection
of primaryis either through observation or through direct communication with
respondents in one form or another or through personal interviews.

39
B. Secondary Data :

The secondary data are those which are already available or collected in
the past. In simple words secondary data are those data which have already
been collected and used by someone else and which have already been
passed through the statistical process.

We collect the primary data through directly communicate with the

respondent and by filling questionnaire and secondary data through internet,
magazine, periodicals, articles.

40
 Population

The first in developing any sample design is to clearly define the set of object,

technically called the universe to be studied. The entire aggregation of items from

which samples can be drawn is known as a population. the population or universe can

be finite and infinite. in finite universe the number of the items is certain. But in case

of an infinite universe the number of items is infinite. The population of the city, the

number of worker in a factory and the like are examples of finite universes whereas

the number of star in the sky, listeners of the specific radio programmed, throwing a

dice arc. Are the examples of the infinite universes?

So here in this report we take the sample from the junagadh city and in the
research work we take 42 people of the junagadh city.

41
 Sampling Method

SAMPLING
TECHNIQUES

1. Probability sampling 2. Non-probability Sampling

A. Simple random
sampling A. Convenience sampling
B. Stratified sampling B. Quota sampling
C. Systematic sampling C. Judgmental sampling etc.
etc.

1. Probability sampling :-

 Random sampling: this procedure gives each item an equal

probability of being selected. It is also known as chance sampling. In this
design every item of universe has an equal chance of inclusion in sample. i.e.
lottery method.
 Stratified sampling: in this technique the population is stratified in to
a number of non-overlapping sub populations or sample items are selected from
each stratum is based on sample random sampling.

42
 Systematic sampling: in some instant the most particular way of sampling
is to select every 15 name on a list and every 10 houses on one side of street
and so on sampling of this type is know as systematic sampling.

2. Non-probability sampling:-

 Convenience sampling: when population elements are selected for

inclusion in samples based on ease of access, it can be called
convenience sampling.

 Quota sampling: Here interviewers are given quota to be filled from

different strata. The actual selection of item for sample being left on the
interviewers judgment.

 Judgment sampling: Here researchers judgment is used

forselecting items.which he or she consider as representative of
population.

We use the probability sampling for the research work on the

consumer buying behavior and we select the sample random sampling for
conducting the survey.

43
 Sampling Frame

Population junagadh region

Data analysis technique to be used Questionnaire

Sample size 42

Sampling Method simple random sampling

44
 Data collection instrument

In the research study, many researchers use many kinds of methods of data
collection. They are using different type of instrument for data collection.

Generally many instruments are used for different research study undertaken.
but in this research we will use questionnaire as main source of the data collection.

We are going to fill up our questionnaire by the way of;

45
 Data analysis and interpretation

(1). who prefer more to purchase goods from the mall?

Male Female

10 32

ANALYSIS:

24%
Male &
Female
76%

Data collected for project from 42 responded in which are 32 female which are
76% and 10 are male which 24% of total respondent.

Interpretation:

In total respondent we analyses that most of the customer in this store is female
and their demand always consider at the time of taking the decision. Company
should try to attract new male customer by provide new scheme on their customer.

46
 (2).which ages of customers are more prefer to
purchase goods from the mall?

10-20 21-50 51&

above
5 29 8

30

20
29
10
5
0 8
10-20
21-50
51& above

Analysis:

Data collected for project from 42 responded in which 5 are

the age between 10-20 which are 13.33% and 29 are between age of 21-50 which are
60% and 8 are between age of 51 & above which are 23.33% of total respondent

Interpretation:

In total respondent we analyses that most of the

customer are youth. In my observation I found that most new people believe in
convenience shopping It help the company to keep management such type which
understand the problem of customer easily and rectify the problem effectively.

47
 (3).How offer do you shop?

Daily Week Fortnightly Once in

month

8 15 12 7

16
14
12
10
8 15
6 12
4 8 7
2
0
Daily Week Fortnightly Once in month

Analysis:

Data collected for project from 42 responded in which 7 are

like to purchase monthly base which are 33.33%.

Interpretation:

In total respondent we analyses that most of the customer are likely to

purchase on weekend in my observation I found that more scheme should be provided
on weekend.

48
 (4).what do you mostly shop for at mentioned store?

Vegetable Grocery Cosmetic All product

product
5 10 12 15

12%
36% Vegetable
24%
Grocery
Cosmetic product
28%
All product

Analysis:

Data collected for project from 42 responded in which 15 customer are like
to purchase all product which are 33.33% and 5 are like to purchase vegetables which
are 20% and 10 are likely to purchase grocery. Which are 26.67.%, 12 likely to
purchase cosmetic product which are 20% of total respondent.

Interpretation:

In total respondent we analyses that most of the customer are like to purchase
all product in the store. Company should try to retain the customer. And should
increase the variety cosmetic product& grocery.
49
 (5). which things customers’ preference of shopping?

Quality brand Price One stop

shop
4 20 8 10

10 4
quality
brand
8 20 price
One stop shop

ANALYSIS:

Data collected for project from 42 responded in which 64

customer are believe in reliance brand which are 42.67% and 20 are like to purchase
in one stop shop which are 13.33% and 44 are like to purchase quality product which
are 29.33%, only 22 respondent consider price which are 14.67%.

INTERPRETATION:

In total respondent we analyses that most of the

customer are believe in reliance brand like to purchase qualitative product in stop
shop. Here I observed that people want to purchase fresh and original product and
want better service.

50
 (6). which store do you kept in preference for purchasing?

Relianc Big apple Local market Other

e fresh
32 6 2 2

40 32

20
6
2 2
0
Reliance Big apple Local market other
fresh

ANALYSIS:

Data collected for project from 42 responded in which 2

customer are like to purchase from local market which are 50% and 32 are like to
purchase from reliance fresh which are 20%and 6 are likely to purchase from Big
apple which are 16.66%, 2 likely to purchase other which are 13.33% of total
respondent.

INTERPRETATION:

In my observation I found till today organized retail sector didn’t penetrate the
market. Company should try to open new convenience store and provide more
scheme and good service to customer to penetrate the market. Initial it may be

costlier, but it will give long term benefit.

51
 (7). Do the advertisement and promotion influence on your

shopping decision?

Yes No
28 14

28
30

25

20
14
15

10

0
Yes no

Analysis:

Data collected for project from 42 responded in which 28

customer are like promotion scheme which are76.67% and 14 are those people
which say promotion scheme doesn’t effect on purchasing.

Interpretation:

In my observation I found promotion scheme is must to sustain customer

attract customer & influence the purchasing.

52
 (8). Are the Promotion scheme easy to understand?

Yes No Some time

24 12 6

14%

yes
29% 57% no
Some time

ANALYSIS:

Data collected for project from 42 responded in which24

customer say yes which are 50% and 12 are those which say no which are 25% and
6 say some time.

Interpretation:

Company should try making promotion scheme easy understandable,

promotion scheme should be in both in English & Hindi.

53
 (9). How likely are you to recommend Reliance Fresh to a friend
or relative? Would you say the chances are?

Excellent Good Fair Poor

12 12 10 8

15 12 12
10
,8
10

0
Excellent Good Fair Poor

Analysis:

Data collected for project from 42 responded in which 12

customer say excellent which are 13.33% and 12 say good which are 55.33%, 10 say
fair which are 26.66% and 8 customer are those say poor.

Interpretation:

In my observation I found that only 46.6% customer are fully satisfied from the
store company should try satisfy the customer by providing better service and rectify
their problem immediately.

54
 (10). which form of advertisement influences on your shopping
decisions?

Print Television Radio Telep

hone
8 12 12 10

12

10

8
12 12
6
10
8
4

0
print TV Radio Telephone

Analysis:

Data collected for project from 42 responded in which 12 customer say TV

which are 49.33% and 8 say print which are 22.67%, 12 say Radio which are 3.33%
and 10 customer are say telephone.

Interpretation:

According responded result company can choose telephone as best for

advertisement and call indusial for attracting the customer.

55
 11) Do you get any return when any product comes defective/
expiry date has gone or qualities are not as per your
wants?

Yes No
36 6

40

35

30

25

20

15

10

0
yes No

Analysis:

Data collected for project from 42 responded in which 36

customer say yes which are 85.71% and 6 say no which 14.29% are.

Interpretation:

According respondent customers are fully satisfied company should provide

better return against defective product.

56
 12) What customers are seeing at first in mention product?

Price quality quantity Durability

22 5 12 3

25

20

15

10

0
Price Quality Quantity Durability

Analysis:

Data collected for project from 42 responded in which 22

responded focus on price,5 responded focus on quality,12 responded emphases on
quality, 3 responded emphases on durability.

Interpretation:

According respondent customers are more emphases’ on price and quantity

than other.

57
 13) Which offer customers are always like to purchase goods
from reliance fresh?

buy one, get two free buy one, get one free

15 27

30

25

20

15

10

0
buy one, get two buy one, get one
free free

Analysis:

Data collected for project from 42 responded in which 15

responded focus on buy one get two free,27 responded focus on buy one, get two
free.

Interpretation:

According respondent customers are more emphases’ on buy one,get one free
because it affordable for them when they are purchase goods.

58
 14) What kind of transmogrification you see in reliance fresh?

Service product Offer Price

12 11 7 12

12

10

0
Service product Offer Price

Analysis:

Data collected for project from 42 responded in which 12

respondent on service, 11 respondent believe on product, 7 responded believe on
offer , 12 responded believe on price.

Interpretation:

According respondent company is more emphases’ on service,product, offer,

price.

59
 15) Why customer would like to come in reliance fresh?

Reasonable Better Offer Marvelous Better facilities

Price Service
6 18 6 12

18

16

14

12

10

0
Reasonable Price Better Offer Marvelous Service Better facilities

Analysis:

Data collected for project from 42 responded in which 6 are

like the price, 18 responded prefer on quality,6 respondent prefer on quantity,12
responded prefer service.

Interpretation:

In total respondent we analyses that most of the customer are focus on price.

60
 16) Do you get any special offer when festival comes?

Yes No
42 0

45
40
35
30
25
20
15
10
5
0
Yes
No

Analysis:

Data collected for project from 42 respondent all are believe

that company providing offer when festival comes. all respondents are in favors of the
company offer.

Interpretation:

In total respondents are agrees that company providing offer when festival
comes.

61
 17) Have you ever get product in cheaper price with best offer
in reliance fresh?

Yes No
30 12

12

Yes
No
0 30

Analysis:-

data collected for project from 42 respondent out of which 30

respondents are believe that company provide product at lower price and 12
respondents are against it.

Interpretation:-

According to data respondents are believe that company providing better than
best offer at lower price.

62
 Findings

During the research work on consumer buying behavior, we have found

following things.

 We also found that most of people like discount in bulk purchasing. It provides
facilities that is “buy one get one free”, “buy two get one free”.

 People are more influence by the brand image rather than other factors like
print media, electronic media and exhibition.

 We also found that most of people like quality product than quantity.

 We also know that they think that purchasing of product in mall is essential for
every person. They considered it as not luxuries item but one type of essential
items in day-to-day’s life.

 Majority of people are like to purchasing product which famous brand in market.

 Due to the mall their expenses have been increased but they can get variety of
product.

63
 Limitation of study

Each and every study has some kind of the limitations. The limitations of our study are
as follows:

 Our study is limited up to junagadh city only

 Inappropriate response from respondent

 In this study we take limited sample size from the population so; the finding is
based on that only.

 For this project, the time taken about 2-3 months, with study period which is not
enough.

 Sometime respondent do not reply with whole –heartily, which will give
misguided result.

 Illiterate people cannot give reply to us, so we have to deal only with literate
people, so illiterate people are excluded.

64
 Suggestions

As per the research work and finding, our suggestions are as follows.

 Reliance fresh will have to emphases on offer which are provide to their
customer because your offers are not give more benefit to your loyal customer.

 Reliance fresh should hire that person who has sufficient knowledge about
particular product so that customer can get all information about product. s

 Reliance fresh does not provide facilities of lift so that customer faces some
lacuna particular geriatric person.

 Reliance fresh vegetable price are always higher than market price which is not
affordable for customer.

65
 Conclusion

Reliance fresh mainly provide better than best service to their customer so that
every customer gives priority to reliance fresh. That kind of signature tune reliance
fresh has. We prepare report on consumer buying behavior toward the mall which
mainly suggested that consumer behavior when consumer comes in reliance fresh for
buying any goods and we also found that theoretical thing are totally different from
practical. Junagadh region consumers are more quantity oriented rather than quality
oriented and other things that consumers are more consider that is price. If price is
lower and quantity is high than consumer definitely purchases that product instead of
qualitatitive product.

66
 BIBLIOGRAPHY:-

Website

www.reliancefresh.com

www.yahoo.com

www.wallpaper.com

www.wikipidia.com

www.slideshare.com

https://en.wikipedia.org/wiki/Shopping_mall

http://www.yourarticlelibrary.com/india-2/growth-of-malls-in-india-an-overview/48441

http://shodhganga.inflibnet.ac.in/bitstream/10603/3561/1pdf0/10_chapter%202.
67
 https://www.mapsofindia.com/my-india/india/growing-mall-culture-in-india-changing-
lifestyles

https://www.slideshare.net/rhimrj/small-scale-industries-scenario-in-gujarat

68
 Annexure

1) Who prefer more to purchase goods from mall?

(A) Female

(B) Male

2) Which ages of customers are more prefer to purchase goods

from the mall?

(A)10-20

(B)21-50

(C) 50 & Above

3) How offer do you shop?

(A) Daily

(B) Weekly

(C) fortnight

(D) monthly

4) What do you mostly shop for at mentioned store?

(A) Vegetable

(B) Grocery

(C) Cosmetic product

(D) All product

69
 5) Which things customers’ preference of shopping?

(A) Quality

(B) Brand

(C) Price

(D) One stop shop

6) Which store do you kept in preference for purchasing?

(A)Local market

(B) Reliance fresh

(C)Big apple

(D)Other

7) Do the advertisement and promotion influence on your shopping

decision?

(A) yes

(B) No

8) Are the Promotion scheme easy to understand?

(A) Yes

(B) No

(C )some time

9) Which form of advertisement influences on your shopping

decision?

(A) Television (C) Print

(B) Radio (D)Telephone

70
10) How likely are you to recommend Reliance Fresh to a friend or
relative? Would you say the chances are?

(A) Excellent

(B) Good

(C) Fair

(D) Poor

11) Which kind of transmorgification you see in reliance fresh?

(A) service

(B) product

(C) offer

(D) price

12) Do you get any return when any product comes defective/ expiry date
has gone or qualities are not as per your wants?

(A) Yes

(B) No

13) What customers are seeing at first in mention product?

(A) price

(B) quality

(C) quantity

(D) durability

71
14) Which offer customers are always like to purchase goods from
reliance fresh?

(A) “buy one, get one free”

(B) “buy one, get two free”

15) Do you get any special offer when festival comes?

(A) Yes

(B) No

16) Why customer would like to come in reliance fresh?

(A)Reasonable Price

(B)Better Offer

(C)Marvelous Service

(D)Better Facilities

17) Have you ever get product in cheaper price with best offer in realiance
fresh?

(A)Yes

(B)No

72