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 KOLLAM,KERALA 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,India 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 Chennai 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 1521 International Journal of Pure and Applied Mathematics Special Issue 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 1522 International Journal of Pure and Applied Mathematics Special Issue 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