International Journal of Pure and Applied Mathematics Volume 119 No. 15 2018, 1521-1526 ISSN: 1314-3395 (on-line version) url: http://www.acadpubl.eu/hub/ Special Issue http://www.acadpubl.eu/hub/

ANANALYTICAL STUDY ON SHOPPERS PERCEPTION WITH SPECIAL REFERANCE TO RP MALL ,

Abdullah Mohamed Fahim S, P Sreeganesh, Harikrishnan V, Adharsh R, Abymon A [email protected] , [email protected],[email protected] [email protected],[email protected] Department of Commerce and Management Amrita School of Arts and Sciences Amrita Vishwa Vidyapeetham,Amritapuri,kollam,kerala,

Abstract- The retailing sector of Kerala is eventually II . LITERATURE REVIEW growing at a higher rate. The concept and vision towards shopping malls has totally changed now. The study deals to find in the perception, preferences, [1] Harvinder Singh, Swapan, kumar , Vinita satisfaction level and also the future expectations of Sahay(2010) conducted a study on the customers who shops at RP Mall in Kollam and management of Indian shopping malls and what made them prefer RP Mall over the other malls. how they will impact the economic The study also helps to determine the attractiveness factors influencing the shoppers on selecting this mall. conditions. According to the study funds There are many factors which influences the for the shopping mall projects are raised shoppers on the shopping malls like conveyance, by selling shares as well as collecting window shopping, food, price, quality and prestige products, brand, entertainment, advertisements, capital from investors also finding new products with gifts and offers, services, availability ways to attract costumers thereby and variety of products and ambience .The target increasing there customer base as well as respondents were the visitors of RP Mall, with an increasing sales. The study also gives a sample size of 150. detailed analysis on the various ways to Keywords: Economic growth,Perception,Preference improve the overall shopping experience as well as bringing new investment I . INDRODUCTION opportunities.

The concept of shopping malls is something new to [2] Dr Rejikumar G, Harisundar G, Sudharani the Indians, until the beginning of this century. The Ravindran (2010) has tried to analyse on past two decades has seen a rapid change in the how shoppers make their choice in shopping perspective of Indians and shopping shopping centers,the study was primarily malls have utlised this opportunity and its grown focused on the city of significantly during the last two decades. A quantitative data collected and a analytical shopping mall consists of shops of vivid brands, study was carried out . The study predicts multiplexes, food courts, and space for children, that most of the shopping malls visitors parking spaces and all kinds of services. People are centered towards youth and they use choose shopping malls for the sake of spending their leisure time spending with their their leisure hours as well as to spend time with friends at shopping malls. The study also their family. The concept of shopping malls has incurs the role of shopping malls as an totally transformed during the years and these days economic and infrastructure development we could see shopping malls throughout the in the city. country. The change in concept of common people seeing shopping malls as a destination of high class [3] SL Talwar(2010) Study on shopping rich people, has changed and now people from experience of consumers in Punjab, the every aspects of life’s are accepting the concept of study focuses on how the concept of malls. In Kerala to the idea of shopping malls has shopping has changed in the state and reached down to every individual. Mostly youth are potentiality of the state to put up more the prime visitors of shopping malls mainly investment in the sector of shopping malls because of their ambience as well as the destination ,it predicts the growth it sets to make in were they could spend time with their friends. the coming years with its youth becoming

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more attracted to spending more time and people and the sector is set to grow more money at the malls. with the advent of technology and investment opportunities. [4] Yadav R. (2009) in his study has tried to identify the customers’ attitude and [6] A study by Wilhelm and Mottner (2005) perception towards emerging retail on the increasing preference towards formats, such as shopping malls. It also shopping malls within the teenagers, the seeks to ascertain the key variables study focus on the various factors that (determinants) that affect attitude and influence teenagers towards shopping perception formation towards the malls , the purpose of visit as well as the shopping malls and investigates important time they spend in the malls. The study demographic and social variables among mall visitors. The study revealed that also gives a detailed analysis on the customer attitude towards shopping malls various strategies adopted by this malls in is strongly influenced by the absence or increasing their user base and introducing presence of certain elements, like location, various attractive program that attracts infrastructure, and amenities, ambience, teenagers. It also analyze the parents merchandising and pricing, entertainment perspective on the rising shopping mall value and personal value. The study and how they influence their children. proved that the presence of optimum level Shopping malls provide teenagers their of these elements has led to higher space to spend time with their friends, customer satisfaction with the malls and in play games and spend more time watching turn a positive attitude and perception movies and other activities. towards the malls. The study also revealed

that customer preferred to purchase

apparels the most whereas the least III . OBJECTIVES preference was given to electronic gadgets

for purchasing from the shopping mall. It 1. To study the customers assumption and also reveals that increase in average family income not only increases the expectations at RP Mall, Kollam frequency of visit to the malls but also 2. To find out the preferences of the positively influences the time spent by the consumer regarding the attributes of RP customer in the mall. Customers’ attitude Mall. and perception towards the study revealed 3. To identify the issues faced by the that customer attitude towards shopping customers while shopping malls is 15/9/2012 NILESH ARORA 60 shopping malls. It is strongly influenced by the absence or presence of certain elements, like location, infrastructure, and amenities, ambience, merchandising and pricing, entertainment value and personal value. The presence of optimum level of these elements has led a positive attitude and perception towards the malls. [5] A study by Gupta C.P, Agarwal R and Sinha M(2008) in their study tries to analyze the consumers perception that exist in the organized retailing sector. It also tries to give a detailed aspect on how this could impact on the purchasing capacity of the buyers. The study shows that costumers are looking for products that are new and having a huge product variety. The rise in consumer acceptance of shopping malls as well as the amount of service provided at the shopping malls has reached a higher acceptance among the

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IV ANALYSIS AND INTERPRETATION IV.3 Analysis on influencing factors for shoppers at RP Mall Kollam IV.1 Analysis On Purpose Of Visit To RP Mall

Reasons to visit RP Mall Purposes No. of respondents Shopping 78 Window Shopping 28 11% 32% Dining 22 19% Games 12 Others 10 Total 150 14% 16% Table 1 8%

Interpretation

Among 150 respondents, a majority of 52% of shoppers visits the mall for the purpose of Preffered Brands reasonable price shopping, 18% visits for window shopping, 14% parking facility offers and discounts visits for dining, 9% for games and 7% for other look and feel of the mall accessibility purposes like hangouts. More than half of the respondents come to RP Mall for shopping. Figure 1

IV.2 Analysis on product and services normally Interpretation purchased at RP Mall Among 150 respondents 32% of the shoppers Categories No. of respondents prefers RP Mall for their preferred brands,19% of Consumer Goods 30 the shoppers prefer RP Mall for its look and feel, Clothes and footwear 73 16%of the shoppers prefers for the reasonable Food products 27 price,14% of the shoppers prefers for offers and Electronic Goods 7 discounts,11% of the shoppers prefers the mall for Sport items 5 easy accessibility,8% of the shoppers prefers the Health and Beauty 8 mall for their parking facility provided. Major products factor that attracted the respondents to visit RP Mall are the preferred brands. Total 150

Table 2 IV.4 Analysis on facilities offered

Interpretation Services excellent Good Satisfactory Not Among 150 respondents 48% of shoppers prefer satisfactory purchasing clothes and footwears.20% of shoppers Parking 71 63 12 4 prefer consumer goods.18% of shoppers prefer A T M 53 76 18 3 purchasing food products. 6%of shoppers prefer Mobile 36 72 33 9 purchasing health and beauty products.5% of Recharge shoppers prefer purchasing electronic goods and Lift/escalators 74 51 21 4 rest 3% of shoppers prefer purchasing sport items Information 50 72 24 4 Half of the respondents prefer purchasing clothes Centre and foot wears from RP Mall Baggage 69 64 14 3 counter Cleanliness 84 55 5 - Sanitation 79 64 6 1 Services Table 3

Interpretation

Among 150 respondents, 48% of shoppers rate parking as excellent,42% of shoppers rate as good,8% of shoppers rate as satisfactory and 2% of

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shoppers rate as not satisfactory 35% of shoppers rate air quality as excellent,51% of shoppers rate as Rating the ambience factor good,12% of shoppers rate as satisfactory and 2% of shoppers rate as not satisfactory 24% of 60 shoppers rate air quality as excellent,48% of 50 shoppers rate as good,23% of shoppers rate as 40 satisfactory,6% of shoppers rate as not satisfactory 30 50% of shoppers rate air quality as excellent,34% 20 of shoppers rate as good,14% of shoppers rate as 10 satisfactory,3% of shoppers rate as not satisfactory 0 34% of shoppers rate air quality as excellent,48% of shoppers rate as good,16% of shoppers rate as satisfactory,3% of shoppers rate as not satisfactory 46% of shoppers rate air quality as excellent,42% of shoppers rate as good,9% of shoppers rate as satisfactory,2% of shoppers rate as not satisfactory 48% of shoppers rate air quality as excellent,42% percentage of excellent percentage of good of shoppers rate as good,8% of shoppers rate as percentage of satisfaction percentage of not satisfactory satisfactory and 2% of shoppers rate as not satisfactory. 52% of shoppers rate air quality as Figure 3 excellent,43% of shoppers rate as good,4% of shoppers rate as satisfactory and 1% of shoppers Interpretation rate as not satisfactory Majority of respondents have rated excellent for parking facilities ,baggage Among 150 respondents,48% of shopper’s rate air counters and sanitation. Mobile recharge, ATM quality as excellent,43% of shopper’s rate as ,information centre can be Improved good,9% of shopper’s rate as satisfactory 53% of shoppers rate air quality as excellent,43% of IV.5 Analysis on ambience factors shoppers rate as good,3% of shoppers rate as satisfactory 32% of shoppers rate air quality as Factors Excellent Good Satisfa Not excellent,43% of shoppers rate as good,18% of ctory satisfactory shoppers rate as satisfactory,7% of shoppers rate as not satisfactory 30% of shoppers rate air quality as excellent,52% of shoppers rate as good,14% of Air Quality 72 64 13 1 shoppers rate as satisfactory,3% of shoppers rate as not satisfactory 35% of shoppers rate air quality as Lighting 80 64 5 1 excellent,52% of shoppers rate as good,11% of shoppers rate as satisfactory,1% of shoppers rate as not satisfactory 32% of shoppers rate air quality as Music 48 64 27 11 excellent,43% of shoppers rate as good,88% of shoppers rate as satisfactory,1% of shoppers rate as Scent 45 78 22 5 not satisfactory Majority of respondents have rated lighting ,air conditioning and air quality to be Colour 53 78 17 2 excellent and music has been rated as unsatisfactory

Air 72 64 12 2 Conditioning

Table 4

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IV.6 Analysis on overall experience of shoppers. facilities , baggage counters and sanitation. Mobile recharge, ATM ,information Centre can be Overall experience at RP Mall Improved. Majority of respondents have rated lighting ,air conditioning and air quality to be excellent and music has been rated as unsatisfactory. Only few number of respondents are 6% 1% facing discomforts. The way finding issues and 29% lift/escalators seems to be the major problem faced by the respondents. Majority of respondents has rated a good experience with RP Mall. Shoppers rates cleanliness, mall location, mall interiors and 64% shop arrangements to be excellent and mall timing and staff assistance are not satisfied.

VI. CONCLUSION

The first and foremost objective of our study is to know the customers assumption and expectations at Excellent Good Fair Not satisfactory RP Mall, Kollam.Overall perception of the RP Mall is good except in some areas like billing system Figure 4 during the weekends, and parking facility. Youth as well as average income families are the target Interpretation population of the mall. Customers found good variety of branded products, dining and Among 150 respondents, a majority of 64% of entertainment and the mall is still in a developing shoppers have rated a good experience with the stage by bringing more new branded shops and entertainment, all available less than one roof. The brand mall, 29% of shoppers have rated excellent shops, discount/offers and the ambience at the mall was the experience, 6% has rated fair experience and 1% of driving factor for the customers to shop from the mall. Most of shoppers has a non-satisfactory experience with the the customers found it convenient to visit the mall on Holidays. mall. Majority of respondents has rated a good So we can conclude that the overall perception and expectation experience with RP Mall of the customers towards the RP Mall is positive and are satisfied with the way the mall is managed. V. FINDINGS REFERENCE From the total respondents, more than half of the respondents were male. Majority of shoppers were [1] Harvinder Singh, Swapan Kumar Bose,Vinita Sahay (2010) Mangement of Indian Shopping Malls:Impact in the age-group of 20-30 in RP Mall. This is of the pattern of financing. because all of the shops inside the mall is trendy to [2] Dr.Rejikumar.G,Ram H.G and Ravindran.S(2010) A suit the needs of the young population. Majority of Study on consumer decision making styles in the respondents were employees, followed by shopping malls. [3] S.L Thalvar[2010] customer loyalty towards an students. There were less number of pensioners and enclosed mall unemployed respondents. Most of the respondents [4] Yadav.R[2009] consumers attitude and perception are frequent visitors of RP mall. Themajor purpose towards emerging retail formats of the respondents who visit RP Mall is for [5] Gupta.CP , Agarwal.R and Sinha[2008] consumer perception about the variety of products and services shopping as the mall facilitates a certain kind of [6] Wihlem and Mottner(2005) Shopping Mall ambience that all the customers would prefer. The preference of teens major reasons for choosing RP Mall is due to the [7] http://www.quatrics.co preferred brands of the customers. Majority of [8] http://blog.clientheartbeat.com respondents have rated excellent for parking

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