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Project Report
On
A
Submitted by
Sourabh Agrawal
MBA III Semester, 2014-2015
DEPARTMENT OF MANAGEMENT
BHILAI INSTITUTE OF TECHNOLOGY
(An ISO 9001:2000 Certified Institute)
Bhilai House, G.E. Road, Durg 491001(C.G.), India
Page | 1
CERTIFICATE
This is to certify that the Project Report entitled A study on the factors
influencing consumer behavior towards malls Being submitted by
Sourabh Agrawal in fulfillment of the requirement of CHHATTISGARH
SWAMI VIVEKANAND TECHNICAL UNIVERSITY is a record of an
independent work done by his under my guidance and supervision.
Page | 2
DECLARATION
Place: Date: -
(SOURABH AGRAWAL)
Page | 3
ACKNOWLEDGEMENT
My Special Thanks and gratitude to Mr. Md. Tauqeer Dani, of Echt, Raipur
for his generosity, cooperation and superb guidance that helped me in
completion of my project report.
I am also thankful to, Mr. Sanjay Guha (H.O.D MBA Dept.) BIT Durg and
to my Internal Guide Mrs. Judith Gomes and Mr. Saurabh Tomar for their
encouragement and motivation which was a great source of inspiration.
I am extremely grateful to Mrs. Pooja Sinha (HR Manager) and the entire
staff of Echt, Raipur for their cooperation and generosity. Their experience
helped me a lot in doing my project.
(SOURABH AGRAWAL)
Page | 4
TABLE OF CONTENT
CHAPTER
TOPIC
PAGE.NO.
Chapter one
Company Profile
Chapter two
Literature Review
14
Chapter three
Research Methodology
22
Chapter four
24
Chapter five
Conclusion
44
Appendix
Bibliography
47
Page | 5
CHAPTER 1
COMPANY PROFILE
Page | 6
About ECHT
Echt conglomerates pvt. Ltd. was established to deliver end to end quality realty
consulting services and solutions. The company has offices in 10 cities and has
presence in over 25 cities across Western and Central India. The company also has a
talented workforce of 40 people across 15 cities. The team brings in-depth market
knowledge, sophisticated research, industry experience & financial structuring skills.
Echt plans to have pan India presence by 2015. They cater to a varied group of clients
including investors, property owners, multinational corporations, retailers, hospitality
clients and SME's. Echt have a diverse portfolio of transactions spanning pan India
research and consulting.
Area of Expertise
Mall Management
Hospital & Education Consultancy
Resort & Hotel Consultancy
Retail & Residential Sale & Leasing
Franchisee Development
Cash & Carry & Logistics
Telecommunication Infrastructure Sector
Entertainment & FEC Development Consultancy
Govt. PPP Projects Consulting
Market Research & Analytics
Food & Beverage Consultancy
Mall Management
ECHT is an end to end Mall Concept management Company. ECHT basically comes
in as a hand-holding advisory company and manage the entire spectrum of any project
including but not limited to Mall Conceptualization, Mall Positioning, PMC,
Page | 7
ECHT comes at a green filed or brown field stage in Mall Development & takes it to
the operations level & beyond. Echt is more of an In-house Advisory Team to the
Developer/Investor, than a bunch of Consultants. We follow the philosophy of Retail
is Detail. Our eye for detail in every segment can be understood with the amount of
interest we take in every segment of the development.
Some of prominent ones
Pre project planning
Mall Conceptualization
Project management consulting
Mall Marketing and leasing
Mall and facility management
Brand Management
Projects Undertaken
Rama Magneto mall, Bilaspur
Magneto mall, Raipur
Colors Mall, Raipur
Korba city mall, Korba
Aashima mall, Bhopal
Shree Balaji Agora mall, Ahemadabad
Page | 8
A school is a living organism, alive and breathing always alert to the needs of its
pupils. Within it thousands of young souls aspire to develop their creative urges,
academic abilities and physical prowess in the environment of spiritual freedom. It is a
crucible which lays the foundation for self confidence, a belief in ones abilities, the
courage to take calculated risks and the strength to face adversity with ones head held
high with honor and dignity.
It is advice to organizations and individuals who wish to build schools to think and
dream, then put their dreams into words and then carve those words into deeds.
Resort consultancy
Takeover of existing resorts
Resort Affiliation
Marketing tie-ups with other resorts
Management Contract Services
Leasing of Resorts
Page | 9
Hotel consultancy
Outright Purchase of existing Properties
Joint venture and leasing
Management contract with reputed groups
Marketing Tie-ups
New Hotel development and its allied services
Boutique hotel Initiative and development
Expertise in Heritage hotel development
Brand enhancement consultancy
Franchise Development
Echt provides end to end franchising consultancy
Developing turnkey franchising/Licensing programme
Review and articulate business strategy
Develop business plans & franchising modules
Conduct market and financial feasibility studies
Source business partners, licensees, & franchisees
Evaluate and recommend franchisee/licensees
Recommend the fee structure of franchising
Ascertain value of the franchising/licensing business
Develop or review the operational manuals
Review franchising/licensing agreement
Restructure & train your existing franchise network
Develop or review the metrics to monitor performance
Fund assistance for Franchisee setup
Page | 10
Franchise expo for investors & business owners where both investors and
business owners come face to face and interact freely
Echt adds value to clients-real value. They develop a learning culture that fosters
innovation and also contribute to academia and policy makers. Echt have developed a
sustainable working environment that is good and fair thousand our clients.
Logistics
To meet the specified needs of clients to source high-tech industrial space for
manufacturing, assembly, research and development, Logistics-based
Page | 11
Page | 12
some activities for their children, along with teens and adults seeking the latest 3 D
video games, sports, redemption and motion simulator games to play.
Our family entertainment center development services are not limited to the physical
FEC facility. Rather, our comprehensive approach covers every aspect of developing,
building, setting-up, opening and operating a FEC from feasibility to management.
Green field projects right from business plan, Feasibility study, Brand development,
Custom design development, Restaurant turn around and financial assessments &
improvements.
Indian eating habits are such that on every corner something is required to munch
around. Thus for any destination to be eventful, munching should not stop. Proper mix
of snacks, their positioning & area markings are very critical in this respect and , this
is where our expertise lies.
Page | 13
CHAPTER 2
LITERATURE REVIEW
Page | 14
Huff (1964 and 1966) concluded that the comparative size of the centers and the
convenience of access were the primary characteristics that consumers sought when
choosing a shopping center to visit.
Cox and Cooke (1970) determined customer preference for shopping centers and the
importance of driving time. The authors concluded that location and attractiveness are
important determinants of consumer shopping center preferences.
Vaughn and Hansotia (1977) opined that merchandise and convenience seem to be
the two underlying dimensions which consistently appear every time. Merchandise
quality, merchandise variety, atmosphere of shopping area, availability of sale items
and ease of shopping comparisons are all component parts of this underlying
dimension.
Brunner and Mason (1968) investigated the importance of driving time upon the
preferences of consumers towards regional shopping centers. They expressed that
although it is recognized that population, purchasing power, population density,
newspaper circulation, and other factors are influential in determining the shopping
habits of consumers, a factor which is generally overlooked is the driving time
required to reach the center. In this study, it was established that the driving time
required to reach a center is highly influential in determining consumer shopping
center preferences. The most consistent and significant driving time dimension in
delineating shopping center trade areas was found at the 15-minute driving points, as
Page | 15
Pashigian and Gould (1998) stated that consumers are attracted to malls because of
the presence of wellknown anchors department stores with recognized names.
Anchors generate mall traffic that indirectly increases the sales of lesserknown mall
stores. Lesserknown stores can free ride off of the reputations of betterknown
stores. Mall developers internalize these externalities by offering rent subsidies to
anchors and by charging rent premiums to other mall tenants. The results of this
article suggested that mall developers are behaving rationally because they know that
anchors attract customers to the mall and increase the sales of other mall stores.
Page | 16
Concept of Malls
The concept of Retail as entertainment came to India with the advent of malls. Mall
fever has touched every facet of Indian society. Whatever is the income stratum of
consumers, malls make no distinction in proffering most-revered national and global
brands Shopping Mall refers to a set of homogenous and heterogeneous shops
adjoining a pedestrian, or an exclusive pedestrian street, that make it easygoing for
shopper to walk from store to store without interference from vehicular traffic. Malls
are incorporated with a whole bank of lifts and escalators for smooth transit of
shoppers. Malls are located in proximity to urban outskirts, and ranges from 60,000 sq
ft to 70,000 sq ft and above. The future of organized retailing is largely in the hands of
mall where the shoppers get quality, quantity, aspirational appeal, recreation facilities
and ambience. Under one roof, the flashy malls promises just about everything under
the sun, from foreign gizmos to the very desi, virtually an airbus full of national and
international brands, to say the least. Malls offer a plethora of attractions- high profile
shopping, impulse eating establishment, a glitzy and glamorous environment to
discerning shoppers of more refined tastes, who are more concerned with quality and
fashion and less concerned with budgets. Mall reveals six factors namely comfort
diversity, luxury, mall essence, entertainment, and convenience which are a source of
cynosure. In India, malls have transformed shopping from a need driven activity to a
leisure time entertainment. The quality mall space which was just one million square
feet in year 2002 has accomplished new milestones of 40 million square feet and 60
million square feet in year 2007 and year 2008 respectively. There is a paradigm shift
in the mall scenario, from just 3 malls in the year 2000; the country witnessed 220
malls in the year 2006. Exhibiting signs of further enlargement India is likely to have
more than 600 in 2010 and 715 malls in 2015, with an estimated cumulative retail
space of 100 million sq. ft. Shopping malls in India are reckoned to worth 38,447
crores by the year ending 2010. Real estate corporations like DLF and Unitech are
coming forth with the plans catering the ever-escalating demand of shopping malls. In
the next four to five years 65,000 is budgeted to be invested in retail real estate
development.
Page | 17
The largest malls in Indian metropolitan cities enjoy 25,000 footfalls per day which
hikes to an average of 40,000 on weekends. Due to radical revival of shopping and
consumerism shopping mall syndrome has hit India in all earnest. Even though the
malls are mushrooming from metros and mini metros to tier III cities, the spread of
malls is highly concentrated in India. North Zone is having the peak attractiveness
with 39% while South, East, and West Zone respectively holds 18%,10%,33% of total
malls pie. Creating artificial product scarcity, cheap imitation, and taking customer for
granted are the talks of yester years, thanks to the mall culture. Further, shopping mall
is the paradise where various shopping motives like peer group association, impulse
shopping, hedonic, status consciousness, market mavens, economic motive, utilitarian
motive etc. can be fulfilled in one shot.
Types of Retail Shopping Mall
Page | 18
This type of shopping mall has a very small floor area of 5,000 square feet to 50,000
square feet and consists of lots of shops in one continuous line. Tenants rent many
stores selling mainly food, or provide services, and do not have an anchor tenant.
b) Neighborhood Shopping Mall
This shopping mall is very small with a gross floor area of 35,000 to 70,000 square
feet, selling goods and daily necessities, such as food, medicines and other items and
is generally known as a supermarket.
c) Community Shopping Mall
Shopping malls of this type have a gross floor area of between 100,000 to 200,000
square feet and provide essential goods that are easily accessible by people in
surrounding areas
d) Regional Shopping Mall
Shopping malls of this type have at least two or four anchor tenant stores with 100 lots
in a building and the floor area of the site exceeds 250,000 to 800,000 square feet.
This shopping mall also provides equipment such as business products, home
appliances and a variety of services and recreational equipment.
e) Super-Regional Shopping Mall
Features of this shopping mall are close to that of the regional shopping mall in that it
provides a wide range of consumer goods, including public goods, clothing,
restaurants, banks and others. The gross floor area of these shopping mall is 800,000
square feet and is usually available in metropolitan areas that are easily accessible by
the public.
Page | 19
STRENGTHS
WEAKNESS
brands.
facilities
food/beverages respectively
value for time, value for quality, value Lack of differentiated offerings i.e.
for experience, value for money
OPPORTUNITIES
THREATS
years)
growth
Challenges Ahead
Retail evolution cycle is carried out in India in a totally unplanned and haphazard
style. The by-product of which is a number of roadblocks like poor traffic
management, ecological disasters and pitiful infrastructure.
Page | 21
Some malls developers make a blunder by constructing the malls without carrying out
rigorous due diligence exercise on their feasibility. If the mall developer flunks in
conducting any of the feasibility analysis i.e. market study, technical study, financial
study, economic study and ecological study it may lead to blunders. Before jumping
on mall bandwagon, developers need to undertake market feasibility.
Page | 22
Positioning a Mall
Positioning of malls refers to define the services on the basis of various factors like
demographics, psychographics, income levels and market research. Positioning also
refers to the location of the mall and Indian developers are lacking in this perspective.
Tenant mix (players/shops operating within a mall on rental basis) is a variable factor
but location is a fixed factor and cant be changed. This poor positioning results in
poor platform of differentiating the malls from the competitors. Proper positioning is
the key to distinguish from mall clutter. Usual and identical malls give a monotonous
feeling. Hence, malls are required to develop its own USP rather than just one
amongst many.
OBJECTIVE
To find out the important factors that influences consumer behavior towards
malls.
Page | 23
CHAPTER 3
RESEARCH METHODOLOGY
Page | 24
RESEARCH METHODOLOGY
Sampling
Null Hypothesis
There is no significance difference between the satisfaction level of customers
and importance of Quality of product at malls.
Page | 25
Alternate Hypothesis
Page | 26
Page | 27
Dissemination
At the last the report is written according to the findings of the assigned
project and disseminated.
Page | 28
CHAPTER 4
FINDING AND ANALYSIS
Page | 29
Accessibility to mall
Accessibility is a major factor for the consumers for choosing the Mall.
Perception towards the convenience to reach the outlet is tested here which
shows that 17 out of 30 consumers says that its important. As there are many
such outlets in the city its easy to any consumer to choose any other outlet. The
below chart makes degree towards this perception visualize.
Graph: 4.1 Accessibility to malls
Accessibility to Malls
No. of Respondent
20
15
10
5
0
Not Important
Less Important
Important
Very Important
Grid
Accessibility
Not Importance
Less Important
Important
17
Very Important
Page | 30
No. of Respondent
Quality Comparison
20
18
16
14
12
10
8
6
4
2
0
Not Important
Less Important
Important
Very Important
Grid
Quality Comparison
Not Important
Less Important
Important
19
Very Important
Page | 31
Availability of variety of products makes any outlet more convenient for any
consumer to purchase all the required goods from one place which saves their
time, money and effort for searching them.
From the chart shown here we can conclude that 50% of the consumers variety
is very important. 24% says that its important and so on as in the chart.
This is an evidence for showing the degree of importance of the factor.
Graph: 4.3 Variety of Product
Variety of Product
16
No. of Respondent
14
12
10
8
6
4
2
0
Not Important
Less Important
Important
Very Important
Grid
Variety of product
Not Important
Less Important
Important
Very Important
15
Page | 32
Generally the new products introduced on the market are available in the malls
before than the local stores. So consumers prefer the outlet to get the new
product rather than searching it from the market.
The given chart and table makes this perception clear. Here the degree of
importance of the factor is given. Maximum that is 50% of the respondent said
that it is important for them.
Graph: 4.4 Availability of new product
No. of Respondent
14
12
10
8
6
4
2
0
Not Important
Less Important
Important
Very Important
Table: 3.4 Grid and consumer responses towards Availability of new product
Availability of
Grid
new product
Not Important
Less Important
Important
15
Very Important
10
Page | 33
Window shopping
14
No. of Respondent
12
10
8
6
4
2
0
Not Important
Less Important
Important
Very Important
Window shopping
Not Important
Less Important
Important
11
Very Important
12
Page | 34
Fascinating and strong packages makes the consumer attract towards the
products. Although it doesnt affect the selling to a great extent but makes the
customer happy after purchase. Packaging may make the customer loyal
because it adds the value to some extent.
Here 39% said that this is important. 24 % of the respondents said that its very
important.
Graph:4.6 Good Packaging
Good Packaging
No. of Respondent
14
12
10
8
6
4
2
0
Not Important
Less Important
Important
Very Important
Good Packaging
Not Important
Less Important
Important
Very Important
13
8
Page | 35
In the modern era people are preferring card swapping rather than the cash
transactions. In the multi brand outlets swapping facility attracts people more. It
makes the customers easy to transact that much amount which is required.
The given chart shows the degree of importance of this facility. 40% customers
said that it is important, which is maximum. For 30 % of the customers it is
important.
Graph: 4.7 Credit card facility
No. of Respondent
12
10
8
6
4
2
0
Not Important
Less Important
Important
Very Important
Table: 4.7 Grid and consumer responses towards Credit card facility
Grid
Not Important
Less Important
Important
Very Important
12
Page | 36
4.8 Schemes
Always there are new schemes available for sales promotion in the Malls. The
discounts and offers available in the malls are a major factor to influence the
customers to prefer the outlet.
51% of the respondents said that it is very important. Which shows to what
extent this factor is important.
Graph: 4.8 Schemes
Schemes
18
16
14
No. of Respondent
12
10
8
6
4
2
0
Not Important
Less Important
Important
Very Important
Schemes
Not Important
Less Important
Important
Very Important
17
Page | 37
Many people visit to the nearby mall to pass their leisure time. Youth prefer to
go to the malls to pass their time. But from the analysis maximum people said
that this is not an important factor to go to the Mall. 39% people said that this is
not important which is maximum where as 24% said that is very important.
Graph: 4.9 Time pass
Time pass
14
No. of Respondent
12
10
8
6
4
2
0
Not Important
Less Important
Important
Very Important
Time pass
Not Important
13
Less Important
Important
Very Important
Page | 38
4.10 Price
Price is a major factor for the consumers for choosing the malls. Perception
towards the price at the malls is tested here which shows that 50% consumers
say that its important. Products are available at various prices in malls so that
many consumers get attracted to such outlets.
Graph: 4.10 Price
Price
16
No. of Respondent
14
12
10
8
6
4
2
0
Not Important
Less Important
Important
Very Important
Price
Not Important
Less Important
Important
Very Important
15
7
Page | 39
Many people prefer to purchase goods from malls as they are recommended for
purchase goods from their friends and relatives. Near about 36% people
purchase goods from malls shops on recommendation by friends and relatives.
Graph: 4.11 Recommendation by friends/ relatives
No. of Respondent
10
8
6
4
2
0
Not Important
Less Important
Important
Very Important
Recommendations by
Grid
friends
Not Important
Less Important
Important
11
Very Important
Page | 40
People give less important for former experience of purchase goods from malsl
as they are mainly attracted from many other things such as price, discount and
all that. Near about 43% people gives less important to former experience for
purchase from this type of outlets.
Graph: 4.12 Former Experience
Former Experience
14
No. of Respondent
12
10
8
6
4
2
0
Not Important
Less Important
Important
Very Important
Former Experience
Not Important
Less Important
13
Important
Very Important
Page | 41
As malls have many outlets means many the brands are available at one place.
Consumer can choose specific brand from all these brands available at mall and
for that he need not require to go to specific brand showroom or shop. A 50%
person out of 30 people gives very much important to this thing to save their
time, money.
Graph:4.13 Specific Brand
Specific Brand
16
No. of Respondent
14
12
10
8
6
4
2
0
Not Important
Less Important
Important
Very Important
Specific Brand
Not Important
Less Important
Important
Very Important
15
Page | 42
Influencing by Advertising
14
No. of respondent
12
10
8
6
4
2
0
Not Important
Less Important
Important
Very Important
Grid
Influencing by Advertising
Not Important
Less Important
Important
Very Important
13
Page | 43
Below table shows that preference of people towards various influencing factors
in according with specified Grid points such as not importance to very
importance.
Table: 4.15 Combine effect of all influencing factor
Not
Less
Influencing Factor
Importance
Important
Important
Very Important
Accessibility
17
Quality Comparison
19
Count of Variety
15
product
15
10
Window shopping
11
12
Good Packaging
13
12
Schemes
17
Time pass
13
Price
15
Recommendations
11
Former Experience
13
Specific Brand
15
13
Availability of new
Influencing by
Advertising
Page | 44
No. of Respondent
Influencing factor
Not Important
Availability of new
Quality Comparison
product
Influencing by
Count
of
Variety
2%
Accessibility
7%
Advertising
4%
0%
11%
Window shopping
4%
Specific Brand
6%
Good Packaging
6%
Former
Credit card facility
Experience
2%
11%
Schemes
6%
Recommendations
13%
Time pass
24%
Price
4%
Page | 45
No. of respondent
Less Important
14
12
10
8
6
4
2
0
influencing factors
Influencing by
Advertising
7%
Less Important
Accessibility
Quality Comparison
9%
4%
Specific Brand
5%
Count of Variety
6%
Availability of new
product
1%
Former
Experience
16%
Recommendations
10%
Window shopping
6%
Good Packaging
8%
Price
7%
Time pass
5%
Schemes
6%
Page | 46
No. of respondent
Important
20
18
16
14
12
10
8
6
4
2
0
influencing factor
Important
Recommendations
8%
Price
10%
Time pass
3%
Schemes
3%
Credit card facility Good Packaging
6%
9%
Accessibility
12%
Quality
Comparison
13%
Count of Variety
5%
Availability of new
product
10%
Window shopping
8%
Page | 47
No. of respondent
Very Important
18
16
14
12
10
8
6
4
2
0
Influencing factor
Very Important
Accessibility
4% Quality Comparison
5%
Specific
Brand
11%
Former Experience
3%
Recommendations
3%
Price
5%
Time pass
6%
Count of
Variety
11%
Availability of new
product
7%
Window
shopping
9%
Schemes
12%
Good Packaging
6%
Credit card facility
9%
Page | 48
Calculations
Standard
T Test Value
Null
Calculated Hypothesis
Influencing Factor
Mean
Deviation
Critical
Quality Comparison
3.1
0.6915
0.7505
0.05
Accepted
Count of variety
3.2
0.9613
0.4112
0.05
Accepted
0.9643
0.8909
0.05
Accepted
Price
2.9
0.8449
0.6607
0.05
Accepted
Good Packaging
2.9
0.9371
0.5182
0.05
Accepted
Window Shopping
3.1
0.9229
0.6741
0.05
Accepted
Advertisements
2.8
1.2058
0.5481
0.05
Accepted
Accessibility
0.6687
0.8721
0.05
Accepted
Specific Brand
3.2
1.0199
0.5068
0.05
Accepted
3.1
0.9072
0.7772
0.05
Accepted
Schemes
3.2
1.0635
0.4370
0.05
Accepted
Time-pass
2.3
1.2847
0.0136
0.05
Rejected
Recommendation
2.4
1.0034
0.0184
0.05
Rejected
Former Experince
2.3
0.9523
0.0051
0.05
Rejected
Page | 49
CHAPTER 5
CONCLUSION
Page | 50
CONCLUSION
This study concluded with some results comes out after analyzing of all first
hand data that collected by students.
Very important factor that influence the consumer behavior towards
Malls is the schemes available throughout the year for different brands.
The variety of products offered in the malls and the different brands
available at one location is also a very important factor that influences the
consumers.
Then second, the quality comparison is the important factor subsequent to
schemes that influence customer behavior towards malls.
Accessibility, Quality and Price can also be considered as important
factors influencing the consumers to go to malls for purchasing rather
than going to individual brand stores.
It was also found that going to mall only for time-pass was not important
for the people.
It was found that former experience and recommendation were not
important factors considering the customers.
SUGGESTIONS
The study concluded that variety of products, quality of products, schemes
offered are the most important factors affecting the consumers. So, it is
suggested to maintain the variety and quality of products offered by different
stores in the malls to keep the customers interested in visiting the malls for
purchasing.
Effective advertisements can also help to attract more customers towards malls.
Page | 51
Page | 52
APPENDIX AND
BIBLIOGRAPHY
Page | 53
Questionnaire
FACTORS EFFECTING CONSUMER BEHAVIOR TOWARDS MALLS
(Tick whichever applicable)
GENERAL INFORMATION:
Name:
Age:
Gender:
Male
Female
Marital status:
Single
Married
Occupation:
Businessman
Service
House-Wife
Student
Neutral
Satisfied
Very satisfied
Please tick the box against each factor that suits you the most
Influencing Factor
Not Important
Accessibility
Quality Comparison
Count of Variety
Availability of new product
Window shopping
Good Packaging
Credit card facility
Schemes
Time pass
Price
Recommendations
Former Experience
Specific Brand
Influencing by Advertising
Page | 54
Respondent Sheet
2
3
4
3
3
2
3
4
3
1
3
2
4
3
4
3
2
3
4
3
2
3
1
4
3
3
4
3
3
2
4
3
2
3
1
2
4
3
1
4
2
4
2
3
3
3
1
4
2
4
3
3
2
3
3
4
3
3
4
3
1
3
3
3
2
4
1
3
2
4
3
4
2
3
4
4
2
4
3
4
2
4
3
3
3
4
4
3
4
4
3
1
4
3
2
4
4
1
4
3
4
2
4
3
4
1
4
2
3
4
1
4
2
4
2
4
1
4
2
1
4
2
3
3
4
2
3
3
2
3
4
3
2
3
3
2
3
3
4
3
2
3
3
3
4
3
2
3
3
4
4
3
4
1
4
3
4
4
1
3
4
4
3
4
1
4
3
4
2
3
4
4
2
3
4
2
3
4
4
2
4
3
4
2
4
3
2
4
3
4
2
3
1
4
3
2
4
3
2
4
3
4
2
4
3
4
2
3
4
2
4
4
2
1
4
3
2
4
1
3
4
2
4
1
3
4
4
4
2
4
4
4
4
4
3
2
4
4
4
3
4
2
4
3
2
4
1
4
2
3
1
1
1
4
3
1
1
4
1
3
2
1
1
4
1
3
1
1
1
4
1
2
3
1
2
3
4
2
3
1
4
2
3
4
3
2
3
3
1
3
2
4
3
1
2
3
1
2
3
1
Former
Experience
Specific Brand
4
3
1
4
4
3
3
1
4
3
4
3
2
1
4
3
3
1
4
3
3
3
4
3
3
4
3
4
3
3
Recommendation
Accessibility
3
4
2
4
4
4
1
2
3
4
4
2
3
4
2
3
4
1
4
2
4
3
4
4
3
4
3
4
4
3
Timepass
Advertisements
3
2
3
4
3
3
4
3
2
3
3
4
3
3
3
4
3
3
3
4
3
1
3
4
3
2
3
3
4
3
Schemes
Credit Card
Facility
Window Shopping
4
3
2
4
3
2
3
4
3
4
3
2
2
2
1
4
3
3
4
3
3
4
3
4
1
4
3
2
3
4
Packaging
2
4
3
3
4
3
4
4
3
4
2
4
3
2
4
3
3
4
2
3
4
4
3
4
4
2
3
3
4
4
Price
Occupation
4
4
4
4
4
4
4
4
4
4
2
4
1
2
1
4
2
2
1
3
1
2
2
2
1
1
3
1
1
3
New product
Marital Status
1
1
1
1
1
1
1
1
1
1
2
1
1
1
2
1
1
1
2
1
2
2
2
2
2
2
2
2
2
2
Variety
Gender
2
1
2
1
1
2
2
1
1
1
2
2
1
1
1
2
1
1
1
2
1
1
2
1
1
1
2
1
1
2
Quality
Age
1
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
3
Satisfaction level
Household
Income
Respondents
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
2
3
2
1
2
3
1
2
4
2
3
2
1
2
3
4
2
3
1
2
1
3
4
3
2
1
2
2
2
4
Page | 55
Coding
Age
Gender
Occupation
Household Income
Marital Status
Likert scale
Visit to mall
Below 15years
15-30years
30+ years
Male
Female
Businessman
Service
Housewife
Student
<10,000
10,000 to 15,000
15,000 to 20,000
20,000 +
Single
Married
Not Important
Less Important
Important
Very Important
Not satisfied
Neither satisfied nor
dissatisfied
Satisfied
Very Satisfied
1
2
3
1
2
1
2
3
4
1
2
3
4
1
2
1
2
3
4
1
2
3
4
Page | 56
BIBLIOGRAPHY
www.google.com
www.wikipedia.com
Echt.co.in
Page | 57