Recently, the developers and investors are conscious of the benefits of retaining current customers, which are essential leading to the success of shopping center development. The effective marketing plan can draw more people and repeated customers to visit the 5 shopping arcade again and as a consequence enhance the sales revenue to the tenants and achieve stable and high rental income to the investors. Therefore, the developers are willing to put more financial and manpower resources to implement marketing strategy so as to enhance the attractiveness of the arcade and build up a good relationship with customers. There has been a shift in the market demand in today’s world. Technology is one of the major factors which are responsible for this paradigm shift in the mark. New generation people are no more dependent on hate market and far off departmental stores. Today we can see a new era in market with the opening up of many departmental stores, hyper market, shopper’s stop, malls, branded retail outlets and specialty stores. In today’s world shopping is not any more tiresome work rather it’s a pleasant outing phenomenon now. The present study is based on impact of promotional activities on consumer behavior at shopping malls. Shopping malls is a new type of market which came into existence in India since 1994. It is a type of market where various kinds of products are available under one roof. My study is on determining the customer’s buying behavior of customer’s in shopping malls and the satisfaction level of customers in shopping malls. My study will find out the current status of shopping malls and determine where it stands in the current market. This market field survey will help in knowing the present customers tastes and preferences. It will help me in estimating the customer’s future needs, wants & demands. Shopping malls are increasingly using promotional activities to differentiate the mall from competitors through image / brand communication, to increase traffic (visits) and to stimulate merchandise purchases, in an increasingly competitive environment characterized by over capacity and declining customers. Owner/management groups that have a portfolio of malls have recognized a need to market themselves effectively given that the store mix and product offerings of many regional shopping malls are very similar. However, the changing consumer base is creating a need to better understand the requirements of a heterogeneous market composed of numerous diverse segments making the use of mass market promotions more difficult.

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Simply speaking, consumer is a person who consumes or uses various goods and services. Goods may include consumable goods (like wheat, salt, sugar, fruits etc.) or durable consumer goods (like T.V., Refrigerator, Toaster, etc). Services that we buy may include electric power, Transport, Professional’s advices etc. “Anybody who chooses goods and services spends money to obtain them and uses to satisfy his or her own needs.”




Consumer behaviour is the study of human response to products and services. It is important to understand ” Why” & ” How’s” of buyers behave so manufacturer can do a better job of developing quality of product, charging reasonable price, improvement in distributing product through various channels, and promoting goods and services with various promotion measure for the group of consumers. The study of consumer behaviour has its roots in examining people for the sake of understanding and going insight. Consumers are like finger prints, no two consumers are same in their behaviour. Consumers are shaped to some extent by the environment in which they live they in term affect environment through their behaviour. The fundamental goals of every business are to achieve full profit potential out of target consumer with various needs and taste there are many similarities also among them. Therefore, it becomes necessary to study target consumer wants, perception preferences and buying behaviour. The behaviour that consumer display in searching, purchasing eliminating and disposing of goods and services which make them to essence of study of consumer behaviour. To study the changing pattern of consumer behaviour and penetration, the result can get by doing survey so I decided to do survey on Mall. Consumer behaviour obviously refers to the behaviour of consumers in deciding whether to buy or not to buy, whether to use or not to use, whether to dispose off or not to dispose of the products, which satisfy their needs. Consumer behaviour also refers to the use of scarce resource like time, money and efforts on consumption items.

Consumer behaviour tries to answer the following question: 1. What products and services consumer buy? 2. What makes consumer to buy? 3. When these are bought by consumer? 4. From where the consumer buy? 5. What is the frequency of buying? How often consumer use it? I will undertake what is known as “consumer research” to find the answers to the above questions. These answers will provide help to the manufacturers in the design, development and further improvement of their product. It also enables them to design their promotional strategies. A purchaser or buyer is not necessarily being a consumer. Generally parents also buy for their children in this case they are not the user but, the children. Sometimes a product brought may be used jointly. It is also noted that the decisions to buy may influence by a number of persons. A marketer has to buy may influence by an either to the buyer or the user or the influencers. Some think that the best audience is that of buyers, while some others think that it is that of the users. It is possible to play safer by directing the promotion to both the buyer and user. Medicines are promoted through the doctors, who take the product selection decision, but they neither buyers nor user.



Why We Study Consumer Behaviour?


The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (time, money, efforts) on consumption related items. It includes the study of what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it. Just as consumer and marketers are diverse, the reasons why people study consumer behaviour are also diverse. The field of consumer behaviour holds great interest for us as consumer, as marketers. As consumer, we benefit from our own consumptions-related decision: what we buy, why we buy, how we buy, and the promotional influences that persuade us to buy. The study of consumer behaviour enables us to become better, that is, wiser, consumer. As marketers and future marketers, it is important for us to recognize why and how individuals make their consumption decisions, so that we can make better strategic marketing decisions. If marketers understand consumer behaviour, they are able to predict how consumers are likely reacting to various informational and environmental causes, and are able to shape their marketing strategies accordingly. Without doubt, marketers who understand consumer behaviour have great competitive advantage in the marketplace.


Ludhiana is a large industrial city in the north Indian state of Punjab. Ludhiana District is one of the 22 districts in the state of Punjab in North-West Republic of India. Ludhiana city which is district headquarters is the hub of industry in Punjab. The main industries are bicycle parts and hosiery. Ludhiana is the biggest city of the state. It has eight tehsils, seven sub-tehsils and twelve development blocks. Shopping is something that everyone loves to do in their free time and Ludhiana being the hub of industries and textile, is the best-suited place for malls and multiplexes. There are quite a number of malls in Ludhiana but to make it easy for you, we have listed the top 10 most visited shopping malls of Ludhiana that are a great centre to enjoy shopping, getting entertained and to dine in.


Malls in Ludhiana


MBD Mall

Silver Arc Mall

Westend Mall

The Pavilion Mall

Grand Walk Mall

Ansal Plaza


Review of literature

Taylor and Cosenza (2002) conducted a study to examine the shopping choice behavior of an important and viable segment of teen market called, “Later aged female teen”. The results revealed that typical later aged female teen made right choice especially for clothing products. Finally the groups desire to stay and shop at the local mall seemed to be a function of the mall composition and excitement.

 Parsons (2003) in his paper analyzed common promotional activities employed by shopping mall marketers, which were ranked by a sample of customers on their likelihood of encouraging increases in the two key performance indicators used by shopping malls – sales and visits. Whilst mall–wide sales are the preferred promotion, a combination of general entertainment and price–based promotions were found to be a strong alternative way to encourage visits and spending.

Anselmsson (2006) in his study found selection as the most important determinant of shopping mall choice, followed by atmosphere / ambience of the mall and third most important determinant of satisfaction was convenience, which includes opening hours, parking, ease–of–movement and ability to find one’s location in the mall. If shopping mall enjoys high visiting rates, a better strategy might be to focus on present customers and build relationships by improving satisfaction management. The focus would then be on atmosphere, refreshments, convenience and performance of the store personnel. On the other hand, if a mall is behind competitors and needs to increase sales and visit frequency, management should focus more on promotional activities and location aspects in terms of improving geographical convenience.


Objectives of the study

The following are the objectives of the study

· To analyze the perception of consumers in purchasing at shopping malls. · To identify the factors of influencing consumers to purchase at shopping malls.

Research methodology

 Sources of data

 The objectives of the project are such that both primary and secondary data is required to achieve them, so both were used for the study.

· Primary data Data to be collected for analysis from the customers of mall is a structured questionnaire. · Secondary data Some of the data collected was also based on available information published in newspapers and industry journals, or that released by retail companies or shopping malls developers themselves via internet.

Sampling technique

 For the purpose of the study 200 respondents from Fun Republic and Brooke fields shopping Malls has been selected applying Convenience Sampling method, since the population is infinite.


Statistical tools to be used

The following tools are to be applied for the study · Simple Percentage analysis · Factor analysis · Chi – square

 Limitations of the study

 The following are the limitations of the study. · This study is restricted only to Coimbatore city so the result may not be applicable to other areas. · The finding of the study depends on the respondents’ attitude.

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