Study On Consumer Perception With Relation To Infrastructure

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Javed Shaikh PGDM - Marketing

A study on consumer perception on Infrastructure with special reference to HSP TIMSR
1 Introduction
Consumer Behavior: Consumer behavior can be defined as the study of the processes
involved when individuals or groups select, purchase, use or dispose of products, services,
ideas, or experiences to satisfy needs and desires. In this definition consumer behavior is
viewed as a process that includes the issues that influence the consumer before, during, and
after a purchase.(Kotler, 2008)
Many nations across the globe have witness robust growth in retail sector in past couple of
decades. Many of the developed and under developing nations (Like USA, Japan, Brazil, and
China etc.) have already witnessed a paradigm shift which has redefined the world of Retail.
The emergence of mall culture in India gave a unique experience of shopping along with
entertainment. This concept is known as Shopentertainment. The Retail bazaar in India is
booming beyond everyones expectation. The Indian Retail sector has caught the worlds
imagination in the last few years and its one of the next big thing. Indias retail growth was
largely driven by increasing disposable incomes, favorable demographics, changing
lifestyles, growth of the middle class segment and a high potential for penetration into urban
and rural markets.
Indian consumers have evolved from being a weekly bazaar customer to a window shopper
who seeks pleasure in just enjoying ambience. Today consumers look for facilities like cost,
comfort, convenience, in-house-parking, entertainment, coffee shops, multiplexes, play areas
for children, gaming and food-courts when they step into these malls. The customer doesnt
seek mere satisfaction they want to feel delighted. A shopping have become an entire family
affairs and customers comes to malls for every kind of need. It is not just about shopping,
dining, or watching a movie, it's an experience in itself, a lifestyle activity, and providing this
experience is what these malls are building up as their USP. Organized retail stores are
characterized by professionally managed large format stores, providing goods and services
that appeal to consumers, in an ambience that is conducive for shopping. The possibility of
shopping for clothes, shoes and grocery, while simultaneously having provision for eating at
food-courts and entertainment in the form of movies at multiplexes or video game parlors,
has been a convenient experience for the consumers. Malls with good interiors and large
shopping space attract huge crowds. Customers like shopping in air-condition pollution free
malls rather than roadside stores. The quality of the products is guaranteed as most malls

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house well-known brands and retailers. For consumers not confident about bargaining and
preferring to avoid crowded marketplaces, shopping malls provide the necessary solution.
Organized retailing is changing the whole concept of shopping in terms of consumer buying
behavior. In such a scenario, consumer decision making is of great interest for consumer
educators and marketers interested in serving the consumer. In this study, an attempt was
made to study the consumer decision-making styles in reference to Infrastructure of the
shopping mall.
2 Consumer behavior
2.1 Consumer behavior in brief
Consumer behavior is the study of when, why, how, and where people do or do not buy
product. It is the study of the acquisition, consumption, use and disposal of products,
services, experiences or ideas, by consumers. When considered in greater depth, however,
consumer behavior can be defined as the study of how and when individuals, groups and
organizations select, purchase, use and dispose of products, services, experiences or ideas to
satisfy their needs. It also involves the study of what products, services, experiences or ideas
consumers select, purchase, use and dispose of, and why. In addition, consumer behavior
gives broad overlook at the impacts that the processes of selection, purchasing, use and
disposal have on the consumer and on society.

Figure 2.1 # Consumer behavior

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Consumer behavior studies the characteristics of individual consumers, by looking at
variables such as demographics, psychographics and behavior, in an attempt to understand
the consumer and his or her world. There are many forces which motivate consumer to
behave in certain way. Demographics include factors such as race, age, sex, socio economic
status, and income, mobility - in terms of travel time to work, educational attainment, home
ownership, employment status and location. Psychographics are attributes related to
personality, values, attitudes, interests, or lifestyles. Behavioral variables include usage rate
and loyalty. Consumer behavior also tries to relate the way consumer behaves to the groups
such as family, friends, reference groups and society in general.(Perner, 2003)
Consumer behavior is a field of marketing that blends elements from economics, psychology,
sociology, social psychology, anthropology and other sciences, such as physiological
psychology, biochemistry, and genetics. It gives 360 degree view about what motivates
consumer to choose a particular brand or the service. The field of economics actually
provided the foundation for marketing, but it wrongly assumed that consumer buying
decision are rational when they choose any particular product or service. By neglecting the
emotional side of the customer, among other psychological factors, economists failed to
provide marketing with all of the concepts needed to understand the complexities of what
motivates consumers.
2.2 Model of consumer behavior
Behavior occurs either for an individual on his own or for an organization (where people on
the job make decisions as to which products the firm should use). The study of consumer
behavior attempts to understand the buyer decision making process for individuals, groups
and organizations.
Consumer decision making is and holistic approach to understand and attempt to solve
consumer problems both minor and major. A consumer buying decision process can have up
to six stages. Actual purchasing is only one stage of the process, and not all decision
processes may lead to a purchase. The number of stages involved in a particular decision will
depend on the degree of complexity of that decision. The six stages are: problem recognition,
information search, evaluation of alternatives, purchase decision, purchase, and post-purchase
evaluation.

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The first stage, Problem Recognition, is when a consumer becomes aware of a need. The
need can be latent or manifest. Latent need refers to hidden need. The need is manifest
because there is a difference between the consumers desired state and his or her actual
condition. The second stage is the information search. There are two types of information
searches: internal and external. With an internal information search, the consumer searches
the information stored in his memory. Past experience plays a vital role here. If more
information is needed after the internal search, the consumer may consult external
information sources such as friends and relatives for word-of-mouth, marketing information,
comparison shopping, advertising media, Internet, other mediums and public sources.
A successful information search leaves a needy consumer with possible alternatives. Based
on his preference and choices he shortlist certain alternatives. With the help of alternatives
the consumer embarks on the third stage of the buying decision process: Evaluation of
alternatives. Here, the consumer may need to establish the criteria for evaluation, such as
features, price or availability of the product or service that the buyer wants or does not want.
The consumer may rank or weigh the alternatives to arrive at a choice, or resume searching if
a satisfactory choice is not arrived at. Information from different sources may be treated
differently.
The fourth stage in the consumer buying decision process is the purchase decision. Here, the
consumer selects from the available alternatives, the consumer makes decisions on details
such as the specific product or service, its packaging, retail outlet and method of purchase.
The fifth stage is the purchase, in this stage actual purchase takes place. Which at times
occurs simultaneously with the purchase decision? Sometimes product availability issues may
cause a time lapse between the purchase decision and the actual purchase.
The sixth and last stage in the consumer buying decision process is post-purchase evaluation
or post purchase behavior (also known as post-acquisition evaluation), which may occur to
the buyer consciously or subconsciously.
At the end of his or her evaluation, the buyer may experience satisfaction or dissatisfaction.
Dissatisfaction may result from many factors, such as unmet brand expectations, and at times
may lead to the consumer lodging a complaint. Sometimes after purchase there is a negative
feedback from the peer group about the product. In this case the buyer tends to be

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dissatisfied. A satisfied consumer may end up becoming loyal to a particular brand or retail
outlet.

Figure 2.2 # model of consumer decision process
2.3 Recognizing Factors that Influence the Purchase Decision
Consumer behavior is subjective. Sometimes it becomes difficult to find particular reason
why consumer behaves in particular manner. Even though you wont find many absolutes,
one thing always remains true: When it comes to the consumer decision making process,
many factors play a part. There are two categories of personal influence regarding the
purchase decision. They include the following:
Internal influences: These influences include perceptions, attitude, lifestyle, and roles.
External influences: These influences include cultures, subcultures, household
structures, and groups that have an effect on the individual.
Every situation and influence is different. You can change some influences and others you
can only deal with as they happen. Sometimes youll even find that you can counteract the

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way the influences affect a consumer. Its important to understand that while you can
categorize internal and external influences of consumers into two groups, theyre actually
interconnected and work together to assist the consumer in making a purchasing decision.
2.4 Internal influences
These are the factors which arise from within the consumer. Theyre the personal thoughts
and feelings, including perception, self-concepts, lifestyle, motivation, emotion, attitudes, and
intentions. You could call these the psychological influences. These factors can be best
describe the ways in which consumer interact with world around them, recognize their
feelings, gather and analyze information, formulate thoughts and opinions, and take action.
One can use consumer internal influences to better understand the why and how of specific
behaviors. The following sections help you gain a better understanding of each of these
influences.
Motivation and emotion
Motivation and emotions are forces within consumers which are responsible for
certain for special kind of behavior which customers exhibits. Motivation is the
persistent need that stirs up and stimulates long-term goals within a consumer.
Emotions are temporary states that reflect current changes in motivation. They also
often trigger changes in behavior.
Motivation and emotion often work together to impact consumer behavior.
Motivation drives a consumer through the consumer buying process, and emotion
drives that motivation. One can apply your knowledge of motivation and emotion to
your marketing strategy by finding ways to stimulate consumers emotions and
motivate consumers to fill the need aroused by those emotions.
According to Maslow's hierarchy of human needs, for each need there are positives
gained and negatives that are avoided by meeting that particular set of needs. Products
that are purchased because of a need will satisfy a goal and avoid unwanted
consequences. For example, people need to feel secure so they purchase smoke
detectors, therefore gaining protection and avoiding loss and fear of fire.

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Perception
Every individual have a different view about a same thing, this is because of the
response generated to specific factors. Perception is representative of how a consumer
processes and interprets information. It can be describes how consumers see the world
around them, the world that includes products and services. Perceptions are unique
and determine purchasing behavior in every consumer differently. Perception is
important because it represents the way the consumer views product or service. You
can influence the perception of consumer by understanding the current perception
consumers have of product and making changes so your product is recognized,
interpreted, and stored in their memory rather than simply ignored. Perception plays a
vital role when certain features are associated with the brand and service.
Attitude
A learned predisposition to behave in a consistently favorable or unfavorable manner
with respect to a given object. Attitude is the lasting general evaluation of something.
It gives brief idea about how consumers feel about products, services, and companies.
Attitudes can tell you a lot about your consumers and how well youre accepted in the
marketplace. It is an important fact that consumers easily screen information that
conflicts with their own attitudes. A consumers attitudes are learned. Theyre formed
by direct personal experiences, and theyre influenced by the individuals ideas and
personality, the experiences of friends and family members, and media exposure. The
attitude can be influenced. In fact, when attitude is combine with knowledge a
positive or negative attitude about a specific object or product, one can understand
their perception and how they perceive specific brand and service..
Self-concept and lifestyle

Self-concept is phenomenon wherein how individual have an image for himself. A
self-concept represents how a sees herself. Four self-concepts typically impact
individuals and their consumer behavior. Here they are:
Actual self, which is reflective of how the individual actually is today
Ideal self, which represents how the individual would like to be
Private self, which is the self-thats intentionally hidden from others

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Public self, which is the self-thats exposed to the public
Self-concepts explain why consumers wear certain fashions, purchase particular
products, and drive specific cars. They determine a consumers behavior, because
they represent how a consumer sees herself and how she thinks other people see her.
When you understand the roles of self-concepts, you can use them to better target
your marketing message and advertising to reach potential customers
2.5 External influences
Consumers are faced with many external influences, including an individuals culture,
subculture, household structure, and groups that he associates with. Marketers and business
owners call these external influences because the source of the influence comes from outside
the person rather than from inside which would be internal, or psychological, influences.
They can sociocultural influences; because they evolve from the formal and informal
relationships the individual has with other people. In the following sections, here are some of
the external influences and how and why they affect consumers.
Culture and subculture
One of the major factors that influence consumer decision is the culture of an
individual which shapes their values, beliefs, attitudes, and opinions, which in turn
shape their attitude toward products, perception and buying decisions. Culture also
meets many of the emotional needs of individuals, so they strive to protect the beliefs
and values of their cultures. This protection is reflected in their behavior as
consumers.
In fact, culture can create a consumer needs, influence the satisfaction of needs, and
dictate how an individual meets that need. Products and services that resonate with the
priorities of a specific culture have a much better chance of being accepted by
consumers. Cultural values are transmitted through the family, religious
organizations, and education institutions. Marketers use this information to gain a
better understanding of the values that specific cultures teach.
Subculture represents a group of individuals within a culture that have unifying
characteristics. A subculture is generally representation of a particular nationality,
religion, racial group, or geographic group. There identification can be used to market

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directly to a subculture. Companies can target consumers more directly with their
marketing and create messages that are more appealing and enticing when there is
better understanding of the subcultures of consumers.
Groups
Groups in general defined as two or more individuals who share a set of norms,
values, or beliefs. Examples include peer groups, school groups, business groups, and
clubs. Individuals like to identify themselves with groups to the extent that they take
on the values, attitudes, and behaviors of that group. One need to understand the
groups that consumers belong to because groups carry significant weight when it
comes to the influence they have on consumers. Companies also can gain benefit
from identifying the opinion leaders within groups and informing them of the
products they offer. By gaining their support, company can market to the mass of a
group by using the leaders endorsement.
Household structures
Household structure is defined as how many people lives in a household, what the
ages of the occupants are, and what the household income is. Household structure is
important to consumer behavior because the structure affects the consumption and
purchasing patterns of the individuals within the home. Each member of the
household structure also has a role in the decision-making process, and when
marketers understand those roles, they can be more effective in helping those
consumers make decisions on whether to purchase your product. Its also important to
understand the difference between traditional and non-traditional households. This
helps to determine each households needs, thereby marketing to those needs in a way
thats appealing to the consumers.

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2.6 Deviant consumer behavior
Behavior which differs from the norm or standard is defined as deviant behavior(George P.
Moschis, 1989). These standards or norms are in the form of customs, manners, rules and
regulations, laws, and mores. To the extent the individual's behavior deviates from such
norms it is considered by society to be undesirable, unacceptable, or dysfunctionali.e.,
deviant. It is assumed that consumer tend to behave in particular manner based on above
factors. Members' behaviors and those relevant criteria are based on normative theories of
human behavior, reflecting efforts on the part of some society's members to regulate the
behavior of other members so that certain desirable consequences follow. Deviancy then can
also be defined in terms of frequency or degree to which the individual deviates from
society's norms and prescribed behaviors. Thus, certain aspects of desirable or nonnative
behaviors are not regulated; other aspects are regulated and are mandatory.(George P.
Moschis, 1989)
The distinction between regulated and non-regulated normative behaviors appears to be
important, since deviance in each area would have different consequences upon the
individual deviating from the norm and upon society. For example, product misuse or
compulsive behavior can at best be termed as "negligent," but violating the law is a crime.
Even for criminal behaviors, however, society has sanctions based upon the seriousness of
the crime (e.g., parking ticket vs. arrest due to drunken driving).

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3 Retail in India
3.1 Evolution of the Indian retail market
The root of Retailing can be trace back to centuries; it started as a very primitive business but
today has grown tremendously. Initially people used to dependent highly on agriculture,
whatever they produce they consumed themselves. Later people were doing businesses with
their neighbors. Goods were exchanged between them. This is known as barter system.
Gradually people began to collect themselves to a given neighborhood, which provides a
geographical place to do the exchange. This gave them more exposure and also helped to
build more formalized system which helped in their development.. Gradually, a few more
start to get together to a place that in turn creates a need for a common place. Later this
common place was called a fair. With the passing of time the number of people doing
businesses in a given fair increased, issues like security, transportation becomes a matter of
concern. This semi-formalized system then gave birth to small-scale groceries, where people
start to provide different mix of products to its consumers. Then there was a demand of
choices of variety of products. The choices the customer had was limited, this was the
beginning of the concept of everything under one roof. With the passing time there came a
phase when joint families started separating and gave birth to new concept of Nuclear family.
This nuclear family had different type of lifestyle and there was a requirement of more
organized type of retail. This gap in retail format was fulfilled by introduction of current
mom-and-pop stores, a ancestor of modern day retail (Dr. Shahid Akhter, 2012)
If we compare India on global front, then India has the most unorganized retail market.
Traditionally it is a familys livelihood, with their shop in the front and house at the back,
while they run the retail business. More than 99% retailers operate in less than 500 square
feet of shopping space

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Evolution of retail market in India
Figure 3.1 # Evolution of retail industry in India
Shopping
experience/
efficiency
Availability/
low cost/
Distribution
Convenience
Entertainment
Historic/
Rural reach
Traditional/
Pervasive
reach
Government
support
Modern
Formats/
International
Exclusive brand
outlets,
Hyper/Super
markets,
Department stores,
Shopping malls
PDS Outlets, Khadi
stores, Aapna
Bazaar,
Cooperatives
Convenience stores,
Mom & Pop
Kirana
Weekly Markets
Village fairs Melas
Barter System Connivance
Relationship
based

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3.2 Overview of Retail Industry in India
India is one of the largest emerging markets, with a population of over one billion. It is one of
the largest economies in the world in terms of purchasing power. Organized retailing has
become more popular in big cities in India and most of the metropolitan cities and other big
cities are flooded by modern organized retail stores. Many semirural areas have also
witnessed entry of such organized retail outlets. India's retail sector is estimated to touch US$
833 billion by 2013 and US$ 1.3 trillion by 2018, with a compound annual growth rate
(CAGR) of 10%, which is quite lucrative The Indian Retail industry has grown at a CAGR of
14.6% for the period FY07-12. The said growth can be attributed to the growing Indian
economy, increase in Private Final Consumption Expenditure (PFCE) and the change in
consumption pattern of the Indian populace. The changing consumption pattern, in turn,
primarily remains driven by higher standard of living, growing middle-class population,
greater proportion of working women, increase in penetration levels of organized retail
etc.(Rahman, 2012)

Graph 3.1# Retail Industry in India, Source: India Shopping Trends, 2008 - Technopak
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Retail Industry In India

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Graph 3.2# Organized Retail Industry in India
Source: India Shopping Trends, 2008 - Technopak
Of all the retailing segments, the contribution of food & grocery is estimated to have
remained the highest at 58% of the total retail sales during FY12 with the clothing &
footwear segment remaining the second-largest contributor occupying 10.5% of the total
retail pie during the same period. However in terms of growth figures, the entertainment,
books & sports goods equipment segment is estimated to have outperformed the other retail
segments, registering a CAGR of 21.3% during the period FY07-12.

0
50
100
150
200
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300
2007
2008
2009
2010
2011
2012
2017
12
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Organized retail
Figure 3.2 # Organized Retail

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The organized sector accounts for a mere 5 per cent indicating a huge potential market
opportunity that is lying in the waiting for the consumer-savvy organized retailer. Purchasing
power of Indian urban consumer is growing and branded merchandise in categories like
Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewelry are slowly
becoming lifestyle products that are widely accepted by the urban Indian consumer.
Organized retailing is witnessing a wave of players entering the industry. These players are
experimenting with various retail formats. A number of large corporate houses like Aditya
Birla, Bharti, Reliance, Pantaloon, Vishal, Tata's, RPG, Raheja's and Piramals's have already
made their foray into this arena, with beauty and health stores, supermarkets, self-service
music stores, new age book stores, everyday low price stores, computers and peripherals
stores, office equipment stores and home/building construction stores. Today organized
players have attacked every retail category.

Figure 3.4 # Different stages in organized retail
3.3 Opportunities for the organized retail sector in India
Indias booming economy is a major source of opportunity. It is the fourth largest in the
world in terms of purchasing power. India is the second fastest growing major economy in
the world.
India's huge population has a per capita income of Rs 44,345.

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The proportionate increase in spending with earnings is another source of opportunity.
With the Indian economy now expected to grow at over 8% and with average salary hikes
of about 15%, manufacturers and retailers of consumer goods and services can expect a
major boost in consumption.
The Demography Dynamics are also favorable as approximately 60 per cent of Indian
population is below the age of 30.
Increasing instances of Double Incomes in most families coupled with the rise in spending
power.
Increasing use of plastic money for categories relating to Apparel, Consumer Durable
Goods, Food and Grocery etc.
Increased urbanization has led to higher customer density areas thus enabling retailers to
use lesser number of stores to target the same number of customers. Aggregation of demand
that occurs due to urbanization helps a retailer in reaping the economies of scale.
With increased automobile penetration and an overall improvement in the transportation
infrastructure, covering distances has become easier than before. Now a customer can travel
miles to reach a particular shop, if he or she sees value in shopping from a particular
location.
3.4 Challenges faced by Organized Retail Sector in India
Although the Organized Retail market does offer a vast untapped potential, it should also be
recognized that it is not that easy to operate in Retail market because of several problems.
Retailers need to address the challenges to become successful on long term.
The organized retail sector in India is still at a developmental stage, characterized by a
very small number of players trying to create a new paradigm. To become a flourishing
industry, the Indian retail sector has to attract leading Indian and foreign players to make
substantial investments.
Technology is one of the major challenges faced by organized retailers for efficient
management.
Shortage of skilled workforce in retail sector.
Retail shrinkage is also one of the major challenges. Retail shrinkage is the difference in
the value of stock as per the books and the actual stock available in the shop. The causes
of retail shrinkage are mainly employee theft, shoplifting, administrative errors and
vendor fraud. Effective online monitoring system need to be implemented.

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Understanding customers in terms of customer behavior and loyalty is a difficult job.
Retailers need to implement effective customer relation management and loyalty
program.
Distribution is an integral part of any retail organization. Delivering the right goods to the
right place at the right time is main task of distribution. Retail majors are under serious
pressure to improve their supply chain systems and distribution channels and reach the
levels of quality and service desired by customers. The lack of proper infrastructure and
distribution channels in the country results in inefficient processes.
Organized retail outlets use very large volumes of electricity for a variety of applications
from lighting, air conditioning, escalators, cold storing, billing systems, lifts etc. As a
result of insufficient and inefficient power supply, a huge amount of private investment
goes into ensuring power backups. This makes it very difficult for organized retail to
grow.
The retailers in India are paying very high cost for real estate. This increases the
maintenance cost and reduce profit margins.

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4 Current trends in Retail in India
4.1 Retailing formats in India
Malls
Specialty Stores
Discount Stores
Department Stores
Hyper marts / Supermarkets
Convenience Store
MBOs
E-trailer
Malls: Mall is largest form of organized
retailing today. Located mainly in metro
cities, in proximity to urban outskirts they
range from 60,000 sqft to 7, 00,000 sqft
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.
Specialty Stores: Focusing on
specific market segments and have
established themselves strongly in
their sectors. Chains such as the
Bangalore based Kids Kemp, the
Mumbai books retailer Crossword,
RPG's Music World and the Times
Group's music chain Planet M are a
couple of examples.
Discount Stores: As the name suggests, discount stores or factory outlets, offer discounts on
the MRP through selling in bulk reaching economies of scale or excess stock left over at the
season. The product category can range from a variety of perishable/ nonperishable goods

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Department Stores: Large stores ranging
from 20000-50000 sq. ft, catering to a
variety of consumer needs. Further they
are classified into localized departments
such as clothing, toys, home, groceries,
etc.

Hyper marts/Supermarkets: Large self
service outlets, catering to varied shopper
needs are termed as Supermarkets. These
are located in or near residential high
streets. These stores today contribute to
30% of all food &grocery organized retail
sales. Super Markets can further be
classified into mini supermarkets
typically 1,000 sqft to 2,000 sqft and large
supermarkets ranging from of 3,500 sqft
to 5,000 sqft. having a strong focus on
food & grocery and personal sales.
Convenience Stores: These are relatively small stores 400-2,000 sq. feet located near
residential areas. They stock a limited range of high-turnover convenience products and are

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usually open for extended periods during the day, seven days a week. Prices are slightly
higher due to the convenience premium.
MBOs: Multi Brand outlets, also known
as Category Killers, offer several brands
across a single product category. These
usually do well in busy market places
and Metros.

E-trailers: providing online buying and selling of products and services.

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4.2 Malls
Malls known as shopping centers in many countries are perceived to be a huge store. In UK a
malls means a road or an avenue with shops. Modern "car-friendly" strip malls developed
from the 1920s, and shopping malls corresponded with the rise of suburban living in many
parts of the Western World, especially the United States, after World War II. From early on,
the design tended to be inward-facing, with malls following theories of how customers could
best be enticed in a controlled environment. Similar, the concept of a mall having one or
more "anchor" or "big box" stores was pioneered early, with individual stores or smaller-
scale chain stores intended to benefit from the shoppers attracted by the big stores
4.3 Types of Shopping Malls
In general, you will find only regional centers, superregional centers, and fashion/specialty
centers on this Web site. Relatively few community centers were chosen, but appear here
because the center may have, at one time, been considered a regional center. Only a few
theme/festival centers were listed in heavily urbanized areas, such as San Francisco, because
of their particular attractiveness or size. Finally, the new designation, lifestyle center, displays
because of their classic-mall type appearance even though they are without a classic-mall
anchor store.
Fashion/Specialty Centers: Characterized as higher end, fashion oriented centers between
80,000 and 250,000 sq. ft.

Community Centers: Characterized as having between 100,000 and 350,000 sq. ft. usually
two types of anchors, such as a discount department store or large specialty/discount apparel
store.

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Lifestyle Centers: A new designation that has a loose definition. Generally, it's a center that
does not have an anchor tenant in the classic sense (that is, a department store). However,
lifestyle centers increasingly have a cinema as a major tenant. Others have just a small
collection of exclusive shops.
Outlet Centers: Characterized as manufacturers' outlet centers between 50,000 and 400,000
sq. ft.
Regional Centers: Characterized as having between 400,000 and 800,000 sq. ft. usually two
or more anchors, such as a conventional department store, junior department store, mass
merchant, discount department store, or fashion apparel store.
Superregional Centers: Characterized as having over 800,000 sq. ft. usually three or more
anchors, such as a conventional department store, junior department store, mass merchant, or
fashion apparel store.
Theme/Festival Centers: Characterized as tourist-oriented, retail and service centers between
80,000 and 250,000 sq. ft.

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5 High Street Phoenix
5.1 High street phoenix in brief

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High Street Phoenix, (HSP) the first consumption center developed in India, covers 3.3 million
square feet of space and houses over 500 brands , variety of F&B, entertainment, commercial
and residential complexes. Pioneered by The Phoenix Mills Co. Ltd. and led by young Managing
Director, Atul Ruia and his team of professionals. At HSP, each zone has been specifically
designed and been put together in keeping with international experience and an answer to
emerging urban agglomerations typically defined as 'mixed used developments'. The Phoenix
Mills Limited successfully converted a defunct, disintegrating textile mill into the highly
productive High Street Phoenix, now regarded as Mumbai's premier lifestyle destination.
Today High Street Phoenix boasts the reputation of being the flagship for fledgling shopping and
entertainment hubs across the country. High Street Phoenix has become a model for the rest of
the country in terms of retail led development centers.

From haute couture at Quorum to monthly household shopping at Big Bazaar, SF Jeans and
Lifestyle, High Street Phoenix boasts of a completely congenial environment. There's something
here for everyone.

Page | 25
The predominantly retail-led High Street Phoenix soon joined forces with Galaxy
Entertainment and The Bowling Co., Mumbai's largest bowling alley and gaming arcade, to
add the crucial element of entertainment to the burgeoning complex. The latest attraction is an
8-screen PVR cinema multiplex. Food and beverages are available in the form of fine dining
restaurants like 'Monza' and 'Lemon Grass Caf offset by 'chaat' stalls. Bars like 'The Sports
Bar' and 'Brew Bar' and discotheques like Ra' and 'Aaziano' are popular nightspots within the
complex.
5.2 Different Mall in HSP
Palladium
Grand Galleria
Skyzone
Courtyard
High Street Unit (HSU)

Page | 26
6 Research Methodology
6.1 Literature review
Michael Solomon proposed five types of shoppers which he identified from his study on
customers of western countries. The following are the five types:
The economic shopper: A balanced and more coherent kind of customer who tries to get the
best deal so as to utilize his/her money efficiently and effectively. The personalized
shopper: Customer who will only shop at a store with which he/ she has formed a strong
attachment. The ethical shopper: Customer is very conscious and concerned about the local
stores and will prefer them over the big retail giants. The apathetic store: Customer who
doesnt like to do shopping but does it because he/she consider as a necessary evil. The
recreational shopper: For this customer, shopping is a means of socializing, spending
leisure time and for him/her shopping is fun.
With changing in lifestyles and Increase in high disposable income, customers are expecting
a better quality and service. The word Shopping doesnt only means The purchasing of
goods from stores now days; its a complete experience in itself. Customers want to feel
delighted with the services and extra add on provided by the shopping mall. They look for
entertainment, dinning, sharing a coffee, hanging out with friends and many more activities
along with shopping.
It has been observed and stated in many studies that a consumer's motive for store choice is a
function of many variables. Although elements and factors which influences differ, factors
like store location, store design and physical facilities, tenant mix, popular brands, parking
facilities, layout, merchandise assortment, advertising and sale promotion, store personnel,
customer services and clientele (social-class membership) exert great influence on store
choice. Product variety and convenient timings seem to be primary impression about the
store, consumers carry with them.
(Richard Michona, 2005)In their study Found out that the architectural design of the mall was
the dimension which contributed the most to the mall excitement, he also mentioned that
interiors of the mall played pivotal rule and had a very strong influence on customers desire
to stay in the mall. There is a strong correlation between interior designs of the mall and
amount of time spent by customers in the mall. They also found a positive and strong

Page | 27
relationship between the mallslayout and desire to stay/mall excitement. This tells us that
customers not only evaluate the product assortments inside the mall but they also do look for
the intangibles that the mall offers like colors, ambience, fragrance, lighting and music.
According to a study conducted by (Rupesh Kumar Tiwari, 2012)a better Interior design
actually helps to elevate the image of the mall over a period of time. Todays Malls have seen
a paradigm shift in the kind of interior which the designers choose for their malls; from a
very relaxed environment to architecturally lavish, affluent and sophisticated design. Prior
researches suggest that use of light colors exhibits a sense of spaciousness and calmness
whereas bright colors impart a sense of excitement among the minds of the consumers;
moreover, even the use of serene music along with warm colors helped the mall by increasing
the customers desire to stay. All in all, atmospheric characteristics are basically an extension
to the product assortments and could be manipulated positively to enhance buyers mood and
comprehension, hence affecting behavior, and to elevate the mall image.
(Reid & Brown, 1996)proposes that the customers orientation towards shopping may shed
light into the way he/she indulge in shopping and it may also tell the reason why he/she
chooses a particular retail store (including shopping malls). This would be of great help to
marketers to design the malls in a way so as to increase the shopping experiences of the
customers and copping up with the expectations and needs of the mall customers.
6.2 Objective
To understand consumer perception of High Street phoenix with reference to its
Infrastructure
To understand the satisfaction level of the Consumers
To identify any type of problems faced by them
To find the areas of improvement by which the business share can be increased
To find out the satisfaction level of the Consumers by the services provided by the
mall

Page | 28
6.3 Target respondent
The target respondents are the customers of High street phoenix mall. These customers had
availed for valet parking at High Street phoenix and registered their name and phone no. in
client database.
6.4 Sample plan
Segment Sample Size Recruitment
HSP Customers 110 Database

The Sampling design used is Simple Random Sampling.
6.5 Research design
Exploratory research, Analytical.
Primary Data is collected for research by taking interviews of HSP customers telephonically.
This is a Blind Study i.e. it wasnt revealed to the respondent that the study is being done on
behalf of HSP.

Page | 29
6.6 Formulation of Hypothesis:
H1: There is no significant relationship between Customer perception and different attributes
of infrastructure.
H2: There is a significant relationship between perception of customer about infrastructure
and customer satisfaction.
H3: There is a significant relationship between perception of customer about Image/Quality
and customer satisfaction.
H4: There is a significant relationship between perception of customer about loyalty towards
HSP and customer satisfaction.
H5: There is a significant relationship between customer recommending others to visit HSP
and Perception of customer about overall infrastructure of HSP.
H6: There is a significant relationship between customer desired to visit HSP and customer
satisfaction.

Page | 30
7 Finding and Analysis
7.1 Demographic details (part I)
Gender
Of the total 110 respondent, 63 % (69) are males and 37% (41) are females.

Graph 7.1 # Gender profile of respondent
Stages in life
Stage in life Code
single, not supporting family 1
single, supporting family 2
Married, without children 3
Married, with youngest child in the age 0 5 4
Married, with youngest child in the age of 6 20 5
Married, with youngest child in the age 21 - 25, who is dependent on you? 6
Married, with children who are not dependent on you 7
Retired 8
Others 9

The largest sets of respondent are found in 1
st
category i.e. Single, not supporting family
which is 30% of total sample size. Which is followed by Single, Supporting family with
63%
37%
Male Female

Page | 31
22%? The 3
rd
category is Married, without no children which accounts for 17%. This
shows a clear trend that the large number of High Street Phoenix customer are mostly single
individual (52%) compared to married (48%).

Graph 7.2 # Current stage in life

Age Profile of customer

Graph 7.3 # Age profile of respondent

30%
22%
17%
15%
13%
3%
Current stage in life
1
2
3
4
5
6
7
13%
55%
26%
6%
Age profile
less than 25 years 25 - 34 years 35 - 44 years
45 - 54 years 55 - 65 years greate than 65 years

Page | 32
A large number of respondent belong to age group 25 34 years which is 55%. It is followed
by respondent falling in age group of 35-44 years (26%), Less than 25 years (13%), 45- 54
years (6%).
7.2 Frequency of visit/Most Preferred mall (Part II)
Frequency of visiting High Street Phoenix

Graph 7.4 # Frequency of visit
Out of 110 respondents, 53% respondent visited once in between 8-15 days. Whereas
respondent visiting once between 15-30 days are 16% and respondent visiting at least once in
30 days are 31%
Did you shop in your last visit?
Out of 110 respondents, 85% did shopping during last visit at HSP. This indicates shopping
is the one of the main reason which attracts customers to HSP.
53%
16%
31%
Frequency of Visit
once 8- 15 days once in 15 - 30 days once in 30 days

Page | 33

Graph 7.5 # Shopping at HSP
Most visited Zone in HSP

Graph 7.6 # most visited zone in HSP
From above graph we can conclude that 80% of respondent made it a point to visit Palladium
during their visit to HSP which is closely followed by Courtyard with 67% of respondents.
And approximately 35% of respondents visited rest of the zones in HSP.
From this graph we conclude that Palladium is one of the most attractive and popular zone in
HSP. And maximum of respondents are attracted to HSP because of the Palladium.

85%
15%
Did you shop at HSP?
Yes No
0
20
40
60
80
100
120
42
34
44
74
88
28
R
e
s
p
o
n
d
e
n
t
s

Zone in HSP

Page | 34
Most Preferred mall
Out of 110 respondents, 83.63% selected HSP as most preferred mall which I followed by
Inorbit mall, Malad with 3%. Infinity (Andheri), Infinity 2 (Malad) and Oberoi mall
(Goregaon) were selected by 2.7% of respondent.
Given a choice to visit various mall across Mumbai, Maximum of the respondent preferred
HSP over other mall. This indicates a strong liking towards HSP among respondents.

Graph 7.7 # most preferred mall

92
3
5
3
1
3 3
Most preferred Mall

Page | 35

Second most preferred mall

Graph 7.8 # Second most preferred mall
Respondent selected Infinity 2 (Malad) as second most preferred mall across Mumbai with
17.27%. Which is closely followed by Atria mall (Worli) with 13.63% and then by Inorbit
mall (Malad) with 11.81%.This indicates the close competitor of HSP is Infinity mall
(Malad).

11
8
13
1
2
7
2
15
19
16
Second most preferred mall

Page | 36
7.3 Quality and image section (Part III)
Overall experience of visiting the HSP
At alpha = 0.1 (10%), the critical value is 1.533 for = 4. If the test stat exceeds the critical
value, we reject the null at 10% significance level.
No. Question Mean Standard
Deviation
Z-test
Z=x-/std
dev
Ho status
1 Please tell me how would you
rate the overall experience of
visiting the mall?
3.8 0.833

-1.00192

Accepted
2 Please rate the time and effort that
you spend in visiting HSP?
3.16 0.642 -3.07053

Rejected
3 Please tell me how would you
rate HSP on the value received
when visiting the mall? (by value
we mean what you spend in terms
of your time and effort in relation
to your overall experience of
visiting mall?
3.58 0.747 -1.77475

Rejected
4 HSP is a reputed, well known
mall
4.38 0.541 -3.01372

Rejected
5 HSP has all popular brands under
one roof
4.36 0.519 -3.34713

Rejected
6 HSP is comparable to
international standards
3.78 0.734 -1.66959

Rejected
7 HSP provides an enjoyable
shopping experience
4.19 0.554 -3.03022

Rejected
8 HSP is an up-market mall 4.19 0.776 -0.96464

Accepted
9 HSP is a convenient to shop at 3.98 0.801 -1.01376

Accepted
10 HSP is the mall that I visit for all
my needs
4.11 0.812 -0.81611

Accepted
11 HSP is one of the best malls in
the city
3.98 0.77 -1.21481

Accepted
12 HSP is the mall I prefer over
other malls
4.07 0.725 -1.44724

Accepted
Exhibit 7.1 # Hypothesis of overall quality and Image

Page | 37
The Ho is accepted for overall experience of visiting the mall. This indicates the customer of
HSP is satisfied with the overall experience they get visiting the HSP mall. The Ho for the
time and effort spend in visiting HSP is rejected. Customers of HSP find it to tedious and
they have to invest lot of time and efforts to move around to get the right brand they want.
The HSP is somewhere lacking in its value proposition. The Ho for perceived value is
rejected. The management should consider its current offering as value proposition and come
out with a solution which not only adds value but also delight customers. This will help HSP
evolve strategically.
We reject Ho for HSP being reputed mall. The customers of HSP dont perceive it as a
reputed brand. We also reject Ho for having most popular brands under one roof. The brands
are widely scattered and a prototype branding is done. With all high end brands are placed in
Palladium mall and low and mostly Indian brands are placed in SkyZone. And inclusion of
retailers like Big Bazaar, Pantaloons and Lifestyle degrades its image and a customer doesnt
perceive it as a stop for all popular brands.
We also reject Ho for HSP being at par with international standards. At = 4, the customers
doesnt perceive the quality of service received at par with what they receive in international
malls. Ho for over all enjoyable shopping experience is also rejected.
We accept Ho for all other attributes of Image and quality of HSP, at = 4. If being satisfied
customers perceive HSP as the best mall in town and they regard as mall they visit for all
their needs. Customers also regard HSP as most preferred mall to visit as we had seen earlier
around 82% customers said they prefer HSP over any other mall. One of the noticeable things
is in spite of being dissatisfied with the overall shopping experience customers still have
perception that its convenient to shop at HSP. We have also seen that over 85% customers
did shopping in their last visit to the mall. The HSP is able to attract customers with its
shopping factor and shoppers find it convenient to shop at HSP, but they are dissatisfied with
the kind of overall experience they are getting at mall. This can be problem in long run as
customers negative motivation about shopping experience will demotivate them and increase
dissatisfaction.

Page | 38
7.4 Loyalty and recommendations (Part IV)
Deviation
Z-test
Z=x-/
dev
Ho
Status
1 You are very loyal to HSP 3.88 0.854 -0.80384

Accepted
2 Personally you feel a strong sense
of attachment to HSP
3.97 0.851 -0.73035

Accepted
3 It would make a lot of difference to
you if you could not visit?
3.57 0.795 -1.46145

Accepted
4 You will recommend HSP as a
place to visit for shopping and
eating
4.14 0.76 -1.12316

Accepted
5 You will continue to visit HSP mall
in future
3.89 0.708 -1.75972

Rejected
6 All other things remaining the same
I will visit the mall
3.54 0.723 -1.9925

Rejected
Exhibit 7.2 # Hypothesis of overall Loyalty and recommendations
Ho for the factor continue to visit mall in future and others things remaining the same I will
visit the mall is rejected, at = 4. These clearly indicate if customers are not satisfied then
they clearly refuse to visit the mall irrespective of popular brands and kind of services HSP is
providing to its customers.
We accept Ho for being loyal to HSP, Strong sense of attachment to HSP, recommending
HSP as place to visit for shopping and eating. The customers if satisfied is more likely to be
loyal to the mall and even feel more strong sense of attachment to HSP, they attach
themselves with Superior status of the mall. Customer has a perception that the HSP is of
superior status and visiting this mall increase their status symbol.

Page | 39

7.5 Infrastructure Mall Location, Layout and Facilities (Part V)

Deviation
Z-test
Z=x-/Std
dev
Ho
Status
1 Taking into consideration all your
experiences, how would you rate
the mall location, layout and
facilities of HSP
3.57 0.927 -0.74499

Accepted
2 Proximity of the mall to the
nearest station/bus depot/taxi
stand
3.51 0.834 -1.28616

Accepted
3 Ease of access into mall 3.07 0.979 -1.0158

Accepted
4 Adequacy of signage and
directions at the mall
3.02 0.942 -1.22628

Accepted
5 Layout of the mall 3.3 0.948 -0.91941

Accepted
6 Ease of movement in the mall 3.37 0.997 -0.64204

Accepted
Exhibit 7.3 # Hypothesis of overall Infrastructure Mall Location, Layout and Facilities
Ho is accepted for all the attribute of infrastructure, i.e. Infrastructure as whole, Proximity to
the mall, Ease of access into mall, Adequacy of signage directions, Layout of the mall and
easy of movement in the mall, at = 4. The customers are satisfied with the overall
infrastructure of the mall as whole as well as different attributes of it.

Page | 40
7.6 Hypothesis (Part VI)
H1: There is no significant relationship between Customer satisfaction and different
attributes of infrastructure.
Regression analysis of Customer satisfaction on different attributes of infrastructure.
Regression Coefficients
Intercept 1.280562962
Proximity of the mall 0.182438558
Ease of access 0.258869567
Signage and direction 0.262708288
Layout of mall -0.023327804
Ease of movement in mall 0.115333366
Correlation of coefficient
r = 0.906125
R = 0.821063 82.11%
There is a very strong positive correlation between customer satisfaction of people visiting
HSP and perception about different attributes of infrastructure. Around 82.11% of customer
satisfaction can be explained with the help of various attributes of Infrastructure.
25.89% variance in the results is due Ease of access in the mall and 26.27% variance is due
to Signage and direction in the mall. The variance of both this factors explains that this
two are critical factors. Both factors represent the movement inside the mall. The customers
find it difficult to move inside the mall. The management of the mall has to work on these
factors to have an increase the overall satisfaction level.
H2: There is a significant relationship between perception of customer about
infrastructure and customer satisfaction.

Page | 41
customer
satisfaction
Perception
about
I nfrastructure
customer
satisfaction
1
Perception
about
Infrastructure
0.87175 1
There is a strong positive correlation between perception of customer about infrastructure
of HSP and Customer satisfaction. Customer Satisfaction of HSP customers is directly
proportional to perception of customer about infrastructure.
Correlation coefficient = 0.7599 ~ 76%
Significance of a Correlation Coefficient
P-value = 0.001
Since P-value is less than 0.05 (0.05>0.001), we reject Ho. Correlation coefficient is
significant and the sample holds true for whole population
H3: There is a significant relationship between perception of customer about
Image/Quality and customer satisfaction.
Image
Section
Reputati
on
Popula
r
Brand
s
Interna
tional
Standa
rds
Enjoy
shopping
experienc
e
Up-
Market
mall
Shoppi
ng
conveni
ence
Multi
ple
usage
Best
Mall
in the
City
Most
prefe
rred
mall
r 0.801507 0.7840
8
0.82817
8
0.827077 0.81178 0.8745 0.859
5
0.877
7
0.843
89
R 0.6424 0.6148 0.6858 0.6848 0.6589 0.7648 0.735
8
0.77 0.712
1
% 64.24% 61.48
%
68.58% 68.48% 65.89% 76.48% 73.58
%
77% 71.21
%
p-value 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001
Exhibit 7.4 # Correlation between customer satisfaction and Image
The result of correlation between customer satisfaction and various attributes of
Image/quality shows there is a very strong positive correlation between customer satisfaction

Page | 42
and consumer perception of Image/quality (Reputation of mall, popular brands under one
roof, up to the mark of international standards, enjoying shopping experience, being up-
market mall, shopping convenience, multiple need satisfied at mall, being rated best mall in
the city, being most preferred mall in the city)
P-value = 0.0001
H4: There is a significant relationship between perception of customer about loyalty
towards HSP and customer satisfaction

Loyalty customer
satisfaction
Loyalty 1
customer
satisfaction
0.9341 1

There is a very strong positive correlation between customer satisfaction and Loyalty of
customer towards HSP. This signifies if customer are satisfied visiting they aspire to stay
loyal to HSP and have a desire to visit HSP again and again.
Correlation coefficient = 0.8725~87.25%
87.25% of customer loyalty towards HSP depends upon customer satisfaction.
P-value = 0.0001
H5: There is a significant relationship between customer recommending others to visit
HSP and Perception of customer about overall infrastructure of HSP

Page | 43

Recommends Perception about
I nfrastructure
Recommends 1
Perception about
Infrastructure
0.834408 1

There is a strong positive correlation between customers perception about infrastructure of
HSP and they recommending their social group to visit HSP.
Only 69.64% customers would recommend their social group to visit HSP depending upon
their perception about Infrastructure of the mall.
P-value = 0.0001
H6: There is a significant relationship between customer desired to visit HSP and
customer satisfaction.
customer
satisfaction
Desire to
visit again
customer
satisfaction
1
Desire to
visit again
0.802474 1

There is a strong positive correlation between customer satisfaction and their desired to visit
the HSP.

Page | 44
64.40% customer have desired to visit HSP in future depends on their satisfaction level with
current practices and service offered.
P-value = 0.0001

Page | 45
8 Key Findings
55% of the customer visiting HSP are less than 35 years of age
52% of customers visiting HSP are single, of which 22% are single and supporting
their family
53% respondent visited once in between 8-15 days, this indicates that a major chunk
of the crowd made a point to revisit the mall at least within 15 days
85% of customers visited HSP did shopping in their last visit
Palladium is most visited mall in HSP, and have a highest brand recall with 80% of
populations visiting Palladium in their last visit
HSP is most preferred mall across Mumbai with 83.63% of customers preferring it
over other malls
Infinity mall 2 (Malad) is second most preferred mall across Mumbai. And it is the
close competitor of HSP directly
25.89% variance in the results is due Ease of access in the mall and 26.27% variance
is due to Signage and direction in the mall
Customers are dissatisfied with HSP with unable to provide complete shopping
experience at the same time they find it convenient to shop at HSP
Customers doesnt perceive that HSP is a reputed mall
Customers have a perception that brands in HSP is highly polarized and doesnt have
all popular brands under its roof
Customers agree being loyal to HSP and wish to stay loyal
Customers have agreed to keep visiting HSP in future also if they are satisfied
Customers find it difficult to access to mall. This attribute of infrastructure is
demotivating factor for customers visiting HSP
Customers find that the signage and directions in the mall are not upto the mark, and it
is also inadequate. This attribute of infrastructure is demotivating factor for customers
visiting HSP
There is a very strong positive correlation between customer satisfaction of people
visiting HSP and perception about different attributes of infrastructure
There is a strong positive correlation between perception of customer about
infrastructure of HSP and Customer satisfaction
There is a very strong positive correlation between customer satisfaction and
consumer perception of Image/quality

Page | 46
There is a very strong positive correlation between customer satisfaction and Loyalty
of customer towards HSP
There is a strong positive correlation between customers perception about
infrastructure of HSP and they recommending their social group to visit HSP
There is a strong positive correlation between customer satisfaction and their desired
to visit the HSP

Page | 47
9 Recommendations and Suggestions
The customers are highly dissatisfied with the ease of access (Ease of access is the
level of effort required in order to find something, or gaining access to something in
order to use it) to mall. And also with the inadequate of signage and directions in the
mall. The management can increase number of signage and various others posters
indicating the directions inside the mall. They can show complete layout of the malls
at various locations and give complete map of the place. They can give a map of HSP
at helpdesk or at various entry points, which can be given to customers whenever they
required.
One of noticeable things is all attributes of infrastructure is rated between 3-3.5,
which is low compared to overall satisfaction of consumers and Image of the mall.
Palladium is most visited mall inside HSP compare to other malls. One of the reason
for this may be the infrastructure of Palladium is far better than compare to other
malls. The customer satisfaction and loyalty can be increased if there is a change in
infrastructure of others malls and they are par with Palladium.
The maximum crowd visiting HSP is below 35 years of age and most of them are
single. The promotional events and marketing activities should be designed keep in
mind this segment.
Maximum of the customers visited HSP for shopping and very few visited HSP for
only eating. This indicates there is very low contribution of restaurants and fast food
eateries to pull crowd towards mall. The management of mall can change its tenants
mix and get few popular fast food and fine dining restaurant so that they are able to
attract more number of crowd.
In research it is been found that there is a strong positive correlation between
perception about infrastructure of HSP and customers recommending its social group
to visit mall. This indicates if the customer is dissatisfied with the infrastructure of the
mall its going to affect the word-of-mouth publicity and the mall will lose on positive
endorsement which would generate more walk in will be in danger.
Customers have a perception that there are not popular brands under one roof in HSP.
Consumers feel that in HSP, brands are highly polarized. All international and big
brands are placed in Palladium and Indian and sports brands are in Sky Zone. With
this the mall management is degrading its own other branch. There should be uniform
distribution of brands between all the malls in HSP. Most of the customers of HSP are

Page | 48
of affluent class, Retail brands like Big Bazar, Pantaloons and Lifestyle are brands for
middle and lower middle class. Customers feel these brands degrade overall status of
HSP. Thats the reason customers have raised question about reputation of the mall.
In spite of being dissatisfied with overall shopping experience, customers are still
loyal to HSP, desired to visit again in future and ready to recommend to its social
group. The shopping is a major factor which attracts customers to the mall. If HSP
wants to have a sustainable growth it has to change its value proposition.
10 Lessons Leant/ Learning Outcomes
I was given role of Team leader for this project(Customer Satisfaction Index: High
Street Phoenix, Job no.: BC90060 ) by IMRB International
The work profile included
Managing a team of 8 members
Co-coordinating with senior management and team members
Briefing and mock calls of the interviewers
Making Roasters
Making available resources available for the team
Planning with team and management to assign targets and assists team to
achieve
Check for discrepancies in the filled questionnaire
Scrutinize and back check the filled questionnaire
Submission of error free questionnaire before due date
Status quo of the quotas, keeping objective of the study in the mind
The leanings
Team management
IMRB provided a platform to discover my leadership qualities
Importance of completion of project before due dates
Resolving team conflicts
Planning and executing a strategy to achieve targets
Working in organization limits and culture
Importance of having control over team activities

Page | 49
11 Limitations of the study
The database provided by HSP was obsolete and many phone nos. didnt exited or
were wrong numbers
Some number mention in the database belong to DNB & DNC list, People were
uncooperative
Limited resources available
Average interview time would last for 20 mins. Long interview process did made
customers tedious and some customers were hesitate to give further interview

Page | 50
12 Bibliography
Dr. Shahid Akhter, I. E. (2012, January). organized Retailing in India Challenges and Opportunities.
International Journal of Multidisciplinary Research, no. 2(no. 1), 281-291.
George P. Moschis, D. C. (1989). Deviant Consumer Behavior. Advances in Consumer Research, 17,
732-736.
Kotler, P. (2008). Marketing Management : A South Asian Perspective , 13Th Edition (13 ed.).
Pearson Education India.
Perner, L. (2003). CONSUMER BEHAVIOR: THE PSYCHOLOGY OF MARKETING. Retrieved July 08, 2012,
from http://www.consumerpsychologist.com/.
Rahman, T. (2012, February). Organized Retail industry in India - Opportunities and Challenges.
IJRFM, 2(2), 82-94.
Reid, R., & Brown, S. (1996, April 01). I hate shopping! An introspective perspective. International
Journal of Retail & Distribution Management, no. 24(no. 4), 4 - 17.
Richard Michona, J.-C. C. (2005, April). Mall atmospherics: the interaction effects of the mall
environment on Shopping behavior. Journal of Business Research, 576 - 583.
Rupesh Kumar Tiwari, A. A. (2012, December). Understanding the consumer behavior towards
shopping malls in Raipur city. International Journal of Management & Strategy, no. 1(no. 1).
Types of Shopping Malls. (n.d.). Retrieved July 10, 2012, from
http://www.bigmallrat.com/index.html.

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Javed Shaikh PGDM - Marketing

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