A Study of Customer’s Perception and Inclination towards Organised Retail Stores in Bhopal

INTRODUCTION

The retail sector in Indian has gone through the radical revolution and intensifying development. While attracting global investors, FDI and international equity management firms, the Indian retail sector has established to 5th largest global centre in the retail world with US $600 billion in 2015 and is expected to reach up- to US $ 1.3 trillion by the year of 2020 (www.ibef.org). However, with the emerging global economic powers, emerging economic policies, FDI rules relaxations and distinctive marketing strategies the new kind of retailers like shopping malls tends to catch the consumers even in Tier-II and Tier-III cities. With the growing organised retail sectors at the rapid growth, employment generation, emerging market trends, new brand expansion globally will get a new platform. While this market evolution is introducing at global level in diverse dimensions, the buying behaviour of consumer is also likely to transform with the changing choices and trends as per the new fashion and demand, and for this these organised retail stores has become a major leisure movement. In this scenario, the current study aims at analyzing the purchasing behaviour of ‗shopping mall customers‘ in city of Bhopal Madhya Pradesh.

Researchers have been dealing with organised retail stores and hypermarkets attributes, especially in the Indian context, is quite less in figures. Only few studies have empirically analyzed the influence of a variety of attributes on buying behaviour in organised retail stores and hypermarkets and customers‘ buying experiences. An earnest attempt has been made to delve into the relevant researches done on the theme, presented henceforth as follows: ► Ailawadi and Keller (2004) in relation to stores: access, atmosphere, price and promotion, cross category assortment, and within-category assortment. We argue that these store image dimensions are also applicable to malls and therefore can be used similarly to capture mall image. A mall successful in positioning itself in the minds of target shoppers as favourable in terms of access, atmosphere, price and promotion, cross-category assortment, and within category assortment is one that most likely can contribute to a favourable attitude toward the mall, thus enhancing mall patronage, and increasing positive ► Ana et al. (2000) conducted an empirical study to find out the factors that influence people of a specific geographic area to shopping centres. They identified three benefits that shoppers receive by going to a specific shopping centre the image of the shopping centre, the time it takes the buyer to get to the shopping centre, a new factor called 'first visit. [2] ► Eric R. Spangenberg et al., (2004) the researchers elaborated that in the presence of gender-congruent ambient scent, shoppers spent more time in the store bought more items and spent more money on their purchasing and the shopper had intention to visit the store in the future. [4] ► Kang and James, (2004) found a positive relationship between consumers‘ perceptions of service quality and their willingness to buy. Service quality perceptions contribute to purchase intentions, also uncovered a significant correlation between service quality and behavioural intentions. [5] ► Carpenter and Moore, (2006) identified that product assortment was the single most influential variable affecting the choice of retail format across discount stores, hypermarkets and conventional supermarkets. The customer‘s perception on the quality of products and assortment are positively related to the patronage of a store image. [3] ► Jasveen kaur, chandandeep kaur (2016), This research attempts to bring together the observation and finding of research studies related to organised retail store & behaviour of the customers. This study has divided into two parts where the 1st part focused in different types of factors and the 2nd part is citation analysis. The independent and dependent variables have been presented separately, where the dependent variables include time spent, money spent out in organised retail store & behaviour and re-patronage intention. [6] ► Taylor and francis (2018), according to the author, proposed models are strongly rooted in the retail space and location and store image theories. As a final result the literature is very difficult to compare. The organised retail store & centres have been established in several different urban areas. [8] tremendous change. This study attempted to analyse the factors that had an impact on consumers organised retail store & in malls in a tier-II city. The results of regression analysis further revealed that Enjoyment, Promotional Offers, Hedonic Factors, Stress Relieving, and Excitement. [7]

1. To study the level of awareness of customers towards the shopping malls in Bhopal, Madhya Pradesh. 2. To find out the customers preferences and inclination towards the various aspects of shopping malls in Bhopal, Madhya Pradesh.

The organised retail store has done analyzing of projects to know the consumer expectation, consumer satisfaction level and now the malls has gained good grip on market, but still want to increase the walk-in in malls. So the main need for the study is to know how to increase the walk-in malls in Madhya Pradesh.

1) Primary data – The primary or the first hand data was collected with the help of handing out the questionnaire to the customers. 2) Secondary data – The major source of secondary or supporting data was internet, library and the books and journals, are the source of information. 3) Survey method – The related data or information was obtained by personal administration of questionnaire. Sample size: A sample size of 100 Sampling method: Simple Random Sampling The method for survey was non-probabilistic convenience sampling method Analysis with the Secondary data. With the data collected from the secondary source we can clearly interoperate that the costumer will prefer to visit malls during offer period.

Classification of respondents’ based on gender – Gender is an important factor to assess the level of consumers shopping awareness, preferences and perceptions. The sample respondents have been classified according to their gender as male and female. It was found that out of the total respondents, 45.1% of the respondents are male and 54.9 % are female. This study shows that female customers are visiting shopping malls over than male customers.

Interpretation – The above table shows that out of the total sample of 100 respondents surveyed, 79.0 % are married and 21.0 % are single. Thus majority of the respondents (79.0 %) are married.

Interpretation – To mention about the type of the family of the respondents, it may be seen from the table that out of 100 sample respondents, the study highlights that majority of the respondents (59.0 %) belong to the nuclear family whereas rest of them (42.0 %) follow the joint family system. Interpretation – 75% of people generally like DB Mall, 6% of people generally like to visit at Ashima Mall, 9% of people generally like C-21 Mall, 10% of people generally like Vishal Mega Mart. From the above we can make it out that more than half that is 75% of customers prefer visiting DB Mall in comparing to other malls.

Inference – The factors influence the customer to visit malls. Out 100 respondents 31% of customers visiting because of offers, 23% because of attracted by ads, 21% are visiting because of all products are available in one roof. It means most influencing factors are offers, advertisements, and all products available in one place.

Interpretation – 65% of customers found good service provided by DB Mall, 16% of customers found good service provided by Ashima Mall, 3% of customers found good service provided by C-21 Mall, 16% of customers found good service provided by Vishal Mega Mart. Most of the customers found the service provided by DB Mall is good than compared to other malls.

Interpretation - From the study more people want to visit again to preferring malls. Out of 100 respondents 80% people said that they definitely visit again, 20% people said as not sure.

► Providing awareness about the new offers to the loyal customers ► Ambience with proper ventilation and sitting arrangements and restaurant. ► Separate ladies rest room.

Visiting an organised retail store or a shopping mall is exceptionally agreeable for me, as it gives change from day by day repetitive calendar work also eye catching view with comfort. Tremendous lighting gives additional optimism and liveliness. The organised retail store has changed buying from "Kirana" and "Mom & Pop stores" to composed shops like organised retail store, shopping mall, hypermarkets and grocery stores. The future scope of this study is making people to be more comfortable, time saving and easy going. Finally, organised retail store & shopping malls is the place where satisfaction begins along with shopping. Economic development and the change in consumer culture, shopping malls in India have impressive growth and gradually replaced the traditional department stores and retail outlets.

shoppers to visit and stay longer. The main affecting factors towards mall have been identified as availability of parking facility, quality and variety of product, Reasonable prices, Mall ambience, Entertainments and discount offers. Availability of International brands and new product is also influence the customers to visit shopping mall.

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Research Scholar (Research Centre- SIRT, Bhopal), Barkatullah University, Bhopal pooja.pandey120@gmail.com