Consumer Buying Behaviour Towards Mall of Mysore

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Volume-6, Issue-1, January-February-2016 International Journal of Engineering and Management Research Page Number: 565-576

Consumer Buying Behaviour towards Mall of Mysore

Mahesh S M1, Ganesh K T2 1Faculty of Commerce, Sir M. Visvesvaraya Post Graduate Centre, University of Mysore, Tubinakere Industrial Area, Mandya, INDIA 2Assistant Professor of Commerce, Bharathi College - PG & RC, Bharathi Nagara, Mandya District, Karnataka, INDIA

ABSTRACT • Activities people undertake when obtaining, Consumer behavior is the study of individuals, consuming, and disposing of products and groups, or organizations and the processes they use to select, services secure, and dispose of products, services, experiences, or • A field of study that focuses on consumer ideas to satisfy needs and the impacts that these processes have on the consumer and society. According to various activities studies it has been revealed that there is a faster growth of • Scope goes beyond just why and how people buy bakery products, especially bread and biscuits, in the rural to include consumption analysis market than in the urban area which fuelled the growth of It is a study of the feelings, thoughts, and this sector. behaviors of consumers. Specifically, from a managerial The main objective of this research is to identify the point of view, it is a study of how people respond to demographic profile of consumer behavior and also evaluate marketing entities such as products, advertisements, the factors affecting consumer to buy the Mall of Mysore promotion, price etc. This study is aimed at increasing the products. In this study selected 50 respondents from Mysore likelihood and frequency of the marketing exchange. City; descriptive research design was adopted in this study. The primary data collected through structured questionnaire Suppose, your product is not selling well. Should and secondary data has been used. Frequency analysis was you decrease the price, increase advertising, offer applied to find the Consumer Behavior of Mall of Mysore. consumer promotions? If you don’t know how consumers respond to these marketing actions, how can you make the Keywords--- Consumer Behavior, Mall of Mysore decision? Hence, for marketing strategies to be successful, understanding consumer behavior is absolutely important.

I. INTRODUCTION II. MALL OF MYSORE . Consumption Activities, thoughts and feelings (of individuals and groups) directed toward achieving satisfaction (often using market offerings). Consumers Those who engage in consumption activities Consumer Behavior (Brief definition) • How consumers go about achieving satisfaction. • Consumer Behavior is the Process Involved When Individuals or Groups Select, Use, or Dispose of Products, Services, Ideas or Experiences (Exchange) to Satisfy Needs and Desires. What Is Consumer Behavior?

Mall of Mysore: Royal Interiors promotion schemes should be considered to achieve the Mall of Mysore is a shopping mall which is one objectives of the sales promotion schemes. From Present of the largest and the first of its kind in the Indian city research it can be suggested that consumers are deal prone of Mysore, Karnataka. This is located next to the Mysore which signals the importance of timing of launching sales Race Course with the Chamundi hills on the Backdrop. promotion schemes. Brand type is the most important Mall of Mysore is the first of its kind in the attribute among the selected attributes of the sales heritage city of Mysore, the cultural capital of Karnataka. promotion scheme followed by medium to spread Keeping in pace with the changing perspectives and awareness about sales promotion schemes. These both lifestyles, Mall of Mysore is a state of the Art Building should be given weighted and due consideration while with a distinctive architecture and design features blending designing the sales promotion schemes. traditional element with international standards . With the Kishori Jagdish Bhagat, the consumers are affected from Chamundeshwari Temple Hill as a Back drop, Mall of some individual and environmental factors, such as Mysore stands out Majestically in the skyline of Mysore. motivation, personality, perception, learning, values, Mall of Mysore is ideally located on the New beliefs, attitudes, life style, personal influence, reference Airport Road where it surrounds itself with high end group, family influence, social class and culture in their residential places, the race Course, the Golf Course and the buying decision process. The aim of this study is to focus Famous Mysore Zoo. Matched by none other the Mall has on affecting factors on the consumer buying behavior in Radission Blu hotel with 140 modern rooms and suites to teenager consumer market, because teenager consumers complement each other and plays a perfect host to the are one of the important market segments of companies. Tourist visitors given its fabulous location , With a The marketers can get ideas from the findings of the study shopping area of around 2,62,000 sqft, Mall of Mysore is and the suggestions in shaping their decisions to sell the Anchored by the Shoppers Stop . For sheer entertainment, fast moving consumer goods to the teenagers. It has a Four screen Satyam Multiplex and bowling & Dr. K.Singaravelu, the rural market in India is not a Games under SVM group . Mall of Mysore houses a separate entity in itself and it is highly influenced by the prefect vanilla mix of Puma , Celio , Planet Fashion , sociological and behavioural factors operating in the metro , UCB, Vijaylakshmi Silks, Biba, New U, Arrow, country. The rural population in India accounts for around Soch , Peter England etc.. 627 million, which is exactly 74.3 percent of the total Mall of Mysore has a Food Court under the Brand population. In this context, a special marketing strategy, Name 'Mysore Kadai' and boasts of good mix of namely, rural marketing has emerged. But often, rural vegetarian and Non veg F&B partners like KFC, Dominos, marketing is confused with agricultural marketing - the Marry Brown , Jalpan and Organic ice cream under brand latter denotes marketing of produce of the rural areas to the name 'Orchard fresh' . The Village Restaurants is a very urban consumers or industrial consumers, whereas rural popular Theme based pure Vegetarian Multi cuisine marketing involves delivering manufactured or processed Restaurant. inputs or services to rural producers or consumers. This article is attempted to identify the consumer behaviour of III. REVIEW OF LITRATURE soft drinks in the rural areas. Alireza Miremadi, this research is to evaluate the Dr. Sudalaiyandi, S.C, the consumer behaviour varies attributes which influence on consumer buying behavior from brand to brand on the basis of quality, quantity, price, and their preference in Iranian FMCG market. The taste, advertisement etc. This research paper is a study on research study was conducted, it was found that consumer buying behavior on Sunfeast (ITC) biscuits in reinforcement, antidandruff, attractive packaging, and Kovilpatti Area. The instrument used to collect data for the shiny are most important attributes to influence on study was the structured interview schedule. The market consumer buying attitude in Iranian market. However the study on biscuits at Kovilpatti city has helped to know the sustainability, price and quality are considered as the main status of biscuits. It has revealed the requirements of the reason to buy branded shampoo and it should consider as retailers, the profile, characteristics, and taste of the main competitive advantage strategy for branded shampoo. consumer of biscuits. Sunfeast biscuits have a good market Marketing manager should increase the quality of their share in Kovilpatti city Carrying out relevant sales product to prevent consumer switching brand to their promotional activities can increase biscuits demand in competitor brand. Kovilpatti city with regard to various brand of biscuits. Dr. S. Mahalingam, the consumer bahaviour plays an Dr. Sanjay J, overall, Sales promotion scheme on important role in marketing. This influenced by various international brand, awareness spread out by word of factors. In the changing global scenario we find that mouth, Scheme is value added type with immediate benefit consumers needs and wants to buy a product also changes is preferred by the customers. So while designing sales with it. In this study recommended for the future study the promotion schemes and its benefits from the perspectives FMCG sector look extremely encouraging. The sector of the customers above mentioned attributes of the sales having under gone a structural change is all set to emerge 566 Copyright © 2016. Vandana Publications. All Rights Reserved. www.ijemr.net ISSN (ONLINE): 2250-0758, ISSN (PRINT): 2394-6962 stronger in future. The FMCG market remains highly Product packaging forms the end of the 'promotion-chain' fragmented with almost half of the market representing and is close in time to the actual purchase and may brand up package homemade product. therefore play an important role in predicting consumer Dr. Jan Svanberg, the main aim of this study is to find the outcomes. Packages also deliver brand identification and factors influencing a customer to choose a retail store label information like usage instructions, contents, and list when buying Fast Moving Consumer Goods. By of ingredients or raw materials, warnings for use and understanding the same retailers can try and improvise on directives for care of product. The research work has been these factors and thereby increase their chances of making successfully completed and it has helped us to understand the customers come back again and again to their store to the mindset of the consumers regarding the packaging of buy these goods. This research on the factors that the product and the ways in which packaging should follow to respondents consider as important while choosing a retailer always retain and acquired the customers. and being a loyal customer to the same retailer has . revealed that no matter what the background of the IV. OBJECTIVES OF THE STUDY customer, Price, Product Quality and Availability of all brand and products are the three main factors that The main objectives of this paper are: determine the same. 1. The main objective of this research is to identify Shahriar Ansari Chaharsoughi, this study understanding the demographic profile of consumer behavior consumer behavior in a different framework is very useful 2. To evaluate the factors affecting consumer to buy for the success of an organization in national or the Mall of Mysore products. international level. According to the issues mentioned, this article examines the impact of sales promotion on V. RESEARCH METHODOLOGY consumer behavior based on important cross cultural models. This study concludes that sales promotion has The study is designed as descriptive one based on direct impact on consumer behavior and culture has the survey method. Both primary and secondary data were significant effect on the behavior of individuals as well. used for the smooth conduct of the study. Thus according to reviewing the models discussed, we Primary Data conclude that, sales promotion act as a moderator of the Primary data were collected from 50 respondents effect of culture on the consumer behavior and may effect through a structured questionnaire covering customers in consumer behavior independently of culture. the Mall of Mysore in Mysore City. Judgment sampling Dr. Ravilochanan, a research effort is undertaken with the was used for selecting the sample respondents from the specific objective of analyzing buyer behavior in different population. retail outlets. It is also aimed to identify the factors that Secondary Data influence the buying behavior of the customers. With this Secondary data were collected from Business the status of customer experience in this format of retail Magazines like The Economist, Business India, Journals business could be assessed, which would also serve the namely Indian Journal of Marketing, Books written by purpose of determining relative strengths of each of the various Foreign and Indian authors and through data retail stores taken up for the study. This finding would available on internet. imply that every organized retail shop needs to be more Sampling Design vigilant to monitor the changing preference of the Judgment sampling was used for sample consumers so that they can continue to maintain their selection. customer base. It is imperative that each organized retail shop should maintain the customer database and regularly analyze them to get the preferences of the customers. By VI. DATA PROCESSING AND offering what the consumers want – products and facilities, ANALYSIS these shops can certainly consolidate over period and grow. The collected data were processed and presented Mitul Deliya, this research utilized a focus group in the form of tables and figures and the analysis was made methodology to understand consumer behavior toward with help of relevant statistical and mathematical tools such products. The challenge for researchers is to integrate such as Frequency and percentage. packaging into an effective purchasing decision model, by understanding Consumer’s behavior towards the packaging VII. INTERPRETATION AND of FMCG products. When consumers search for and ANALYSIS process information in-store, the product's package can contain relevant and useful information for the consumer.

TABLE NO 1 DEMOGRAPHIC PROFILES OF THE RESPONDENTS SL NO PARTICULARS PROFILE FACTORS NO OF RESPONDENTS PERCENTAGE (%) 1 GENDER Male 33 66.0 Female 17 34.0 2 AGE 18 To 25 Years 34 68.0 26 To 35 Years 5 10.0 36 To 45 Years 9 18.0 55 Years And Above 2 4.0 3 MARTITUAL Single 32 64.0 STATUS Married 18 36.0 4 FAMILY TYPE Joint Family 4 8.0 Individual Family 46 92.0 5 EDUCATION Below SSLC 10 20.0 Post Graduate 36 72.0 Professionals 4 8.0 6 OCCUPATION Agriculture 20 40.0 Self-Employed 6 12.0 Businessman 4 8.0 Housewife 9 18.0 Govt. Employee 6 12.0 Private Employee 5 10.0 7 FAMILY SIZE 3 Members 8 16.0 4 Members 23 46.0 5 Members 8 16.0 Above 5 Members 11 22.0 8 FAMILY INCOME Less Than 20,000 27 54.0 20,000 To 50,000 4 8.0 50,000 To 1,00,000 13 26.0 1,00,000 To 2,00,000 6 12.0

Interpretation: Out of the total sample of the respondents were agriculture, 12% were self employed , 18%were selected for the study, 66% were male Respondents and house wives 12% were govt. employees& 10%were 34%were female. It was found that ,68% were less than 25 private employees .It was found that 16%were 3members years,10% were 26 to 35 years, 18% were 36 to 45 years of the family,46%were 4members of the family,16%were and 4% were 55& above years of age. The survey revealed 5 members of the family& 26%were above 5 members of that , 36% were married and 64% were unmarried. It was the family .It was found that, 54% of the respondents found that 8% were join family and 92% were individual income was less than 20,000, 8%were 20,000 to family. Out of 50 respondents all are literate in that 20% 50,000,26%were 50,000 to 1,00,000 and only 12%wre were below SSLC 72% were post graduate 8%were 1,00,000 to 2,00,000. professionals. It was found that 8%were businessmen, 40%

TABLE NO 2 Are you aware of Mall of Mysore? Frequency Percent Yes 46 92.0 No 4 8.0 Total 50 100.0

Interpretation: The above table shows that out of 50 customers that are 92% of the customers are aware of the Mall of Mysore and 8% are not aware of Mall of Mysore.

TABLE NO 3 Do you regularly visit Mall of Mysore?

Frequency Percent Yes 15 30.0 No 35 70.0 Total 50 100.0

Interpretation: The above table shows that out of 50 customers 30% customers visit Mall of Mysore & 35% of the customers do not visit regularly.

TABLE NO 4 How frequently do you isit Mall of Mysore? Frequency Percent Weekly 16 32.0 Monthly 13 26.0

Half Yearly 14 28.0 Yearly 7 14.0 Total 50 100.0

Interpretation: The above table shows that out of 50 customers visit half yearly , and 14% customers visit customers the maximum customers i.e 32% visit Mall of yearly Mysore weekly,26% customers visit monthly, 28%

TABLE NO 5 From hou many are you buying Mall of Mysore Product? Frequency Percent Less than one year 24 48.0 More than one year 26 52.0 Total 50 100.0

Interpretation; The above table shows that out of 50 purchase in less than 1 year and 52% of the customers are customers the maximum customers i e 48 % customers do purchasing from more than one year.

TABLE NO 6 Why do you prefer to shop in Mall of Mysore? Frequency Percent Convenient 14 28.0 Services 30 60.0 Others 6 12.0 Total 50 100.0

Interpretation: The above table shows that out of 50 customers shop in Mall of Mysore because of its quality customers the maximum customers i e 28%customers are services and remaining 12% customers shop in Mall of in convenient to shop in mall of Mall of Mysore, 60% Mysore due to other reasons.

TABLE NO 7 When do you prefer the most to visit Mall of Mysore? Frequency Percent When there is fresh stock 6 12.0 when there are discounts 21 42.0 weekend outings 17 34.0

Any time 6 12.0 Total 50 100.0

Interpretation: The above table shows that out of 50 stock,42%customers visit when there are customers the maximum customers i e 12%customers discounts,34%customers visit during the weekend outings prefer the most to visit Mall of Mysore when there is fresh and other remaining 12%customers visit any time.

TABLE NO 8 Is the price of the product economical? Frequency Percent Strongly Agree 4 8.0 Agree 11 22.0 Neutral 18 36.0 Disagree 17 34.0 Total 50 100.0

Interpretation: The above table shows that out of 50 economical,22%customers only agree other 36%customers customers the maximum customers i e 8%customers are neutral and 34%customers disagree. strongly Agree about the price of the product

TABLE NO 9 What is your opinion about availability of product in Mall of Mysore? Frequency Percent Very Good 6 12.0 Good 21 42.0 Average 23 46.0 Total 50 100.0

Interpretation: The above table shows that out of 50 of Mysore here 12% say very good,42% customers say customers the maximum customers i e customers give only good and 46%customers give the average suggestion their opinion about the availability of the products in Mall about the product availability.

TABLE NO 10 What time of the day do you feel the best for the advertisement on TV? Frequency Percent Morning 3 6.0 Mid-Day 6 12.0 Evening 41 82.0 Total 50 100.0

Interpretation: The above table shows that out of 50 feel best in Mid-Day, and remaining 82%customers feel customers the maximum customers i e 6% customers feel best in the evening for the advertisement in TV the best for the advertisements in morning, 12%customers

TABLE NO 11 Quality Frequency Percent Strongly Agree 8 16.0 Agree 35 70.0 Neutral 7 14.0 Total 50 100.0

TABLE NO 12 Packing Frequency Percent Strongly Agree 15 30.0 Agree 29 58.0 Neutral 6 12.0 Total 50 100.0

TABLE NO 14 After Sale Services Frequency Percent Strongly Agree 2 4.0 Agree 18 36.0 Neutral 13 26.0 Disagree 11 22.0 Strongly Disagree 6 12.0 Total 50 100.0

Interpretation: The above table shows that out of 50 remaining 30% of the customers are neutral other customers the maximum customers i e 4%customers are 26%customers are disagree and other 20%customers are strongly agree , only 20%customers are agree and strongly disagree.

TABLE NO 16 Assistance Team workers Frequency Percent Strongly Agree 4 8.0 Agree 31 62.0 Neutral 11 22.0 Disagree 4 8.0 Total 50 100.0

Interpretation: The above table shows that out of 50 Mysore, 62%customers are only agree and 22%customers customers the maximum customers i e 8%customes are are neutral other remaining 8%customers are Disagree strongly agree in the team works assistance in Mall of

. TABLE NO 17 Parking Facilities Frequency Percent Strongly Agree 19 38.0 Agree 19 38.0 Neutral 4 8.0 Disagree 6 12.0 Strongly Disagree 2 4.0 Total 50 100.0

Interpretation: The above table shows that out of 50 38%customers still agree remaining 8%customers are in customers the maximum customers i e 38%customers are neutral other 12%customers are disagree and 4%customers strongly agree in the parking facilities and again are strongly agree.

TABLE NO 18 Home Delivery Frequency Percent Strongly Agree 4 8.0 Agree 15 30.0 Neutral 16 32.0 Disagree 10 20.0 Strongly Disagree 5 10.0 Total 50 100.0

Interpretation: The above table shows that out of 50 Mall of Mysore and only 30%customers are customers the maximum customers i e 8%customers are agree,32%customers are neutral and other 20%customers strongly agree with the home delivery provided by the are disagree and 10%customers are strongly disagree.

TABLE NO 19 What is your opinion on quality of Mall of Mysore products and service? Frequency Percent Very Good 2 4.0 Good 34 68.0 Average 14 28.0 Total 50 100.0

Interpretation: The above table shows that out of 50 Saying very good and 68%customers say only good other customers the maximum customers i e4%customers give 28%customers are in average with the quality &product the opinion on both the quality &product & services of the and services of Mall of Mysore. Mall of Mysore

Frequency Percent Radio 6 12.0 TABLE NO 20 Which medium do you feel is suitable to promote the various promotional schemes? TV 20 40.0 Newspaper 16 32.0 Hoarding 8 16.0 Total 50 100.0

I best through newspapers and other 16%customers feel good through Hoard

TABLE NO 21 How do you get aware of newly launched products of Mall of Mysore Products? Frequency Percent Advertisements 21 42.0 Newspapers and TV 22 44.0 Regular visit to grocery shops and 4 8.0 markets

TABLE NO 22 Your opinion on overall pricing strategy of Mall of Mysore Products? Frequency Percent Comparatively low 3 6.0 Reasonable 20 40.0 Competitive 16 32.0 Comparatively High 11 22.0 Total 50 100.0

Interpretation: The above table shows that out of 50 reasonable other 32% customers say as its competitive and customers the maximum customers i e 6%customers give other remaining customers suggest as it is comparatively opinion as comparatively low and 40% customers say as high.

TABLE NO 23 What is your opinion on the advertising strategy of Mall of Mysore Product? Frequency Percent Very Good 5 10.0 Good 16 32.0 Average 20 40.0 Poor 9 18.0 Total 50 100.0

Interpretation: The above table shows that out of 50 saying very good ,and 32%customers say only good other customers the maximum customers i e 10%customers give 40%customers feel as the strategy is average in advertising opinion on the advertising strategy of Mall of Mysore other remaining 18%customers say poor.

TABLE NO 24 Would you like to influence your friends and relatives to buy Mall of Mysore Product? Frequency Percent Yes 38 76.0 No 12 24.0 Total 50 100.0

Interpretation: The above table shows that out of 50 Mysore product and other remaining 24%customers say customers the maximum customers i e76% customers say no. yes to influence their friends & relatives to buy Mall of

TABLE NO 25 Are you happy with the location of Mall of Mysore? Frequency Percent Yes 29 58.0 No 21 42.0 Total 50 100.0

Interpretation: The above table shows that out of 50 happy with the location of Mall of Mysore and remaining customers the maximum customers i e 58%customers are 42%customers are not happy with the location.

TABLE NO 26 Quality Frequency Percent Excellent 7 14.0 Very Good 19 38.0 Good 21 42.0

Average 3 6.0 Total 50 100.0

Interpretation: The above table shows that out of 50 excellent and remaining 38%customers are very happy customers the maximum customers i e 14%customers are with the quality and say very good .Other 42% customers happy with the quality of Mall of Mysore product and say say good and remaining 6%customers suggest as average

TABLE NO 27 Fragrance Frequency Percent Very Good 6 12.0 Good 30 60.0 Average 14 28.0 Total 50 100.0

Interpretation: The above table shows that out of 50 remaining 60%customers say very good and other customers the maximum customers i e 12%customers are 28%customers say average. happy with the fragrance of Mall of Mysore product and

TABLE NO 28 Price Frequency Percent Excellent 4 8.0 Very Good 6 12.0 Good 12 24.0 Average 19 38.0 Poor 9 18.0 Total 50 100.0

Interpretation: The above table shows that out of 50 good other 24%customers suggest by saying good other customers the maximum customers i e 8%customers are 38%customers say average and other 18% customers say happy with the price of Mall of Mysore product saying as poor. excellent and remaining 12%customers say as its very

TABLE NO 29 Package Frequency Percent Excellent 6 12.0 Very Good 6 12.0 Good 24 48.0 Average 11 22.0 Poor 3 6.0 Total 50 100.0

TABLE NO 30 Advertisement Frequency Percent Very Good 9 18.0 Good 13 26.0 Average 18 36.0 Poor 10 20.0 Total 50 100.0

VIII. FINDINGS OF THE STUDY disagree and other 20%customers are strongly disagree.  Out of 50 respondents considered deferent  8%customes are strongly agree in the team works demographical profile of gender, age, marital assistance in Mall of Mysore, 62%customers are status, residential status, family type, occupation, only agree and 22%customers are neutral other family size and family income. remaining 8%customers are Disagree  32% visit Mall of Mysore weekly,26% customers  38%customers are strongly agree in the parking visit monthly, 28% customers visit half yearly , facilities and again 38%customers still agree and 14% customers visit yearly remaining 8%customers are in neutral other  48 % customers do purchase in less than 1 year 12%customers are disagree and 4%customers are and 52% of the customers are purchasing from strongly agree. more than one year.  8%customers are strongly agree with the home  28%customers are in convenient to shop in mall delivery provided by the Mall of Mysore and only of Mall of Mysore, 60% customers shop in Mall 30%customers are agree,32%customers are of Mysore because of its quality services and neutral and other 20%customers are disagree and remaining 12% customers shop in Mall of Mysore 10%customers are strongly disagree. due to other reasons.  4%customers give the opinion on both the quality  12%customers prefer the most to visit Mall of &product & services of the Mall of Mysore Mysore when there is fresh stock,42%customers Saying very good and 68%customers say only visit when there are discounts,34%customers visit well other 28%customers are in average with the during the weekend outings and other remaining quality &product and services of Mall of Mysore. 12%customers visit any time.  12%customers feel best to promote the various  8%customers strongly Agree about the price of promotional schemes through Radio and the product economical,22%customers only agree 40%customers feel best through TV other other 36%customers are neutral and 32%customers feel best through newspapers and 34%customers disagree. other 16%customers feel good through Hoard  Customers give their opinion about the  42%customers get aware of newly launched availability of the products in Mall of Mysore products of Mall of Mysore through here 12% say very good,42% customers say only advertisements and 44%customers get through good and 46%customers give the average news paper &TV and other remaining customers suggestion about the product availability. get through regular visit to grocery shops.  6% customers feel the best for the  6%customers give opinion as comparatively low advertisements in morning, 12%customers feel and 40% customers say as reasonable other 32% best in Mid-Day And remaining customers say as its competitive and other 82%customers feel best in the evening for the remaining customers suggest as it is advertisement in TV comparatively high.  16% customers are strongly agree with the  10%customers give opinion on the advertising gquality,70%customers are agree and the strategy of Mall of Mysore saying very good ,and remaining 14% customers are neutral. 32%customers say only good other  30%customers are strongly agree about the 40%customers feel as the strategy is average in packing and 58%customers are only agree and advertising other remaining 18%customers say remaining poor.  &markets12%customers are neutral.  76% customers say yes to influence their friends  8%customers are strongly agree about the billing & relatives to buy Mall of Mysore product and process ,44%customers are only agree and other remaining 24%customers say no. 26%customers are neutral and other  58%customers are happy with the location of 22%customers are disagree in billing process. Mall of Mysore and remaining 42%customers are  4%customers strongly agree about the after sale not happy with the location. service, only 36% customers agree and  14%customers are happy with the quality of Mall 26%customers are neutral remaining of Mysore product and say excellent and 22%customers are disagree and other remaining 38%customers are very happy with the remaing12% are strongly agree. quality and say very good .Other 42% customers  4%customers are strongly agree , only say good and remaining 6%customers suggest as 20%customers are agree and remaining 30% of average the customers are neutral other 26%customers are  12%customers are happy with the fragrance of Mall of Mysore product and remaining 575 Copyright © 2016. Vandana Publications. All Rights Reserved. www.ijemr.net ISSN (ONLINE): 2250-0758, ISSN (PRINT): 2394-6962

60%customers say very good and other International Business and Management Vol. 5, No. 1, 28%customers say average. 2012, pp. 146-152, 6 July 2012;  8%customers are happy with the price of Mall of [3] A study on consumer behaviour towards selected fast Mysore product saying excellent and remaining moving consumer goods in Coimbatore city. Dr. S. 12%customers say as its very good other Mahalingam, P. Nandha Kumar, Indian Journal of 24%customers suggest by saying good other Education and Information Management Vol:5 Issue:11 38%customers say average and other 18% November2012 ISSN:2277-5374 customers say as poor. [4] Consumer Behavior of Teenagers with Reference to  12%customers are happy with the package of Fast Moving Consumer Goods (FMCG) in the Mumbai Mall of Mysore product saying excellent and Region – Maharashtra, India, Kishori Jagdish Bhagat remaining 12%customers say very good Pragati College of Arts and Commerce, Dombivli, Thane, and48%customers suggest by telling good other Maharashtra 22%customers say average and remaining [5] Consumer Buying Behavior in Organized Retail 6%customers say as poor. Business with reference to FMCG Sector, Shyamala  18%customers are happy with the advertisement Devi.B and Dr. Ravilochanan, International Research of Mall of Mysore and 26%customers happy by Conference And Colloquium Contemporary Research suggesting good and36%customers feel about the Issues and Challenges in Emerging Economies 360 advertisement of Mall of Mysore as average [6] Consumer Behavior Towards The New Packaging Of remaining 20%customers feel poor about the Fmcg Products, Mitul Deliya, National Monthly Refereed advertisement of Mall of Mysore Journal Of Reasearch In Commerce & Management [7] “Effects of Sales Promotions on Consumer Preferences IX. SUGGESTIONS AND and Brand Equity Perception” (With specific reference to RECOMMENDATIONS FMCG Products) Dr. Sanjay J. Bhayani, Haresh B. Vaishnani Department of Business Management  Minimizing the Parking Charges. Saurashtra University Rajkot February 2011.  Give proper instruction to the consumers. [8] Effect of sales promotion on consumer behavior based  Increasing the advertisement. on culture, Shahriar Ansari Chaharsoughi and Tahmores Hasangholipor Yasory, African Journal of Business Management Vol. 6(1), pp. 98-102,11 January, 2012 REFERENCES [9] Rural Buyer Behaviour: A Study With Reference To Soft Drinks, Dr. K.Singaravelu, K.R.Kavitha AJK College, [1] A Study On Consumer Buying Behaviour Towards Coimbatore. Various Types Of Sunfeast (ITC) Biscuits In Kovilpatti- A [10] School of Management Blekinge Institute of Case Study, Jegan, A. and Dr. Sudalaiyandi, S.C, Technology, Factors Influencing Customer Loyalty and International Journal of Current Research Vol. 5, Issue, 04, Choice of RetailerWhile Buying Fast Moving Consumer pp.957-960, April, 2013 Goods, Poornima Pugazhenthi, Dr. Jan Svanberg, FE2413 [2] An Empirical Study of Consumer Buying Behavior and - 2010 Master’s Thesis in Business Administration Its Influence on Consumer Preference in Iranian FMCG Market: A Case Study, Alireza Miremadi, Elham Faghani,