PROJECT PROPOSAL

A STUDY TO UNDERSTAND THE ATTITUDE OF CONSUMERS TOWARDS

SHOPPING MALLS IN ERNAKULAM DISTRICT

Introduction

A shopping mall is a modern, North American term for a form of shopping center, in which
one or more buildings form a complex of shops representing merchandisers with
interconnecting walkways that enable customers to walk from unit to unit.

This study is to understand the attitude of the consumers towards shopping malls Attitude is a
settled way of thinking or feeling about something.It is a psychological construct,a mental and
emotional entity that characterizes a person. They are evaluative statements either favourable or
unfavourable conditions.They reflect how we feel about something .The components of a
attitudes are

 Cognitive component
 Affective feeling
 Behavioral action

Purpose

This study is to understand the attitude of the consumers towards shopping malls.It also studies
the relationship between different attitude components and consumers likings towards shopping
malls

Objectives

1) To know the strength and weakness of shopping malls.

2) To know the future of shopping malls in Ernakulam
3) To study the customer’s level of satisfaction with regard to shopping malls.
4) To know which are the factors that attract the consumers to come to the shopping mall.
Research Methodology

The data can be collected trough primary and secondary sources.Primary data can be collected
by using questionnaires which can be distributed among youth consumers. Secondary data can be
collected from newspapers,fashion magazines,journals,blogs,websites.The type of sampling that
can be used in this is convience sampling.Percentage analysis and diagrammatical charts can be
used in this study for presenting the collected data

The questionnaire may cover the following areas

 Preferred malls

 Factors influences to make a purchase decision from malls

 Customer preferences to shop from malls

Benefits

 When we understand the factors affecting purchase decisions of consumers that attract
towards shopping malls which will give an insight of factors that contribute in increase
the sale and growth and attractiveness of shopping malls

 It can also contribute to understand the attitude of consumers towards shopping malls