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RMM PROJECT TOPIC: “Shopping Habits survey among Mall visitors in Delhi / Gurgaon. ” “A Study on Shopping Habits in metro cities and factors important for Mall Growth” PGP 1 – A Submitted By: Abhay Narain (001) Dheeraj Joshi (016) Joydeep Sen (021) Nitin Soni (034) Sneh Verma (050) Mission To identify the Shopping Habits Of People In Malls. Survey Method We followed a structured questionnaire, which was designed to elicit specific information. The survey method used was mall intercept form of personal interviewing.

Questionnaire of the section surveyed primarily had the following aspects, which is in consonance with our Management Research Problems: ? Who – Identify the different customer segments. ? What – The markets frequented by the different segments. The brands preferred by them. The amount spent by them. The frequency of purchase. The factors important for mall growth. The occasions of purchase/consumption. The distance traveled to make the purchase. The type of outlet preferred. ? When- The information was collected mostly before and after shopping by consumers in a mall. Where- The questionnaires were administered inside the mall. Also, many a times, the consumers were queried just outside the mall before and after shopping. ? Why- The information was being sought to ultimately arrive at the shopping habits in Malls at Delhi And Gurgaon. ? Way- The method of data collection was mostly through mall intercept of consumers. Questionnaire Development and Pre-testing Type of interviewing method The research was carried out through questionnaires administered to the respondents primarily through mall intercept.

As the time available for interview under such circumstances is very limited, the respondents were assisted by the interviewer in responding to the questions. The questions were interpreted by the interviewer to facilitate the response from the interviewee. Content of the questions The contents of the questions were designed keeping in mind the fact that the responses require to be easily and quickly recorded by the interviewer. For the Common section, the AIO, values and lifestyle questions were administered first because they require careful thought on the part of the interviewee.

The questions on demographics were asked later because they are short and easier to respond. In case of Consumer Durables section, a similar methodology was adopted. Question Structure Most of the questions asked to the respondents were structured questions where the respondents were asked specifically to respond to the questions. Unstructured responses were solicited from respondents to understand some requirements, which are not being met by their present preferred shopping malls.

Also, all of the questions asked had multiple choice responses and some dichotomous questions were asked to facilitate easy response. The wording of the questions was very simple and leading questions were avoided. Sampling Design and Procedure ? Target Population • Sampling Unit In our case sampling unit is same as the element and is anyone who is a In the malls of Delhi and Gurgaon. • Extent Delhi and Gurgaon. ? Sampling Frame Malls of Delhi and Gurgaon. ? Sampling Technique We have used a “Non-Probabilistic Convenient Sampling” technique. Sample Size Total of 200 respondents were administered who filled 193 questionnaires across different sections. Diagrammatic Representation Analysis Of The Questionnaire The following set of questions probed into the profiles of the visitors and how comfortable they found visiting a Mall. |Q. no |Question |Type Of Scale |Analysis Purpose | |1 |Age Group |Ordinal Scale |To find out the age group of varoius consumer segments. |2 |Gender And Occupation |Nominal Scale |To find out whether there is any predominance of any sex in the consumer | | | | |segment, and current occupation | |3 |Relation of the person |Nominal Scale |To find out the preferences of the consumers whom they like to go out shopping | | |who has come along with | |at malls with. | | |them. | | |4 |Annual Household Income |Ordinal Scale |To find out Income of the different consumer segments who come to shopping at | | | | |malls. | |5 |Reasons for visit. |Nominal Scale |To understand which are the reasons which makes people visit Malls. | |6 |Identifying the |Likert Scale |To identify the Lifestyle, AIO, Values and General Attitude. | |consumers. | | | |7 |Purchased Item |Nominal Scale |To understand the which item do the consumers mostly come to shop for in Malls. | |8 |Worth of purchase |Ordinal Scale |To find out the purchasing capacity of the average consumers in Malls. | |9 |Frequency of visit |Ordinal Scale |To find out how many times a consumer visits a Mall. | |10 |Mode of travel Nominal Scale |To find out how comfortable is it for the consumer to visit the Mall in terms | | | | |of mode of commuting. | |11 |Time taken to find |Nominal Scale |To find out how comfortable is it for the consumer to visit the Mall in terms | | |parking space. | |of finding parking space.. | |12 |Adequacy of parking |Ordinal Scale |To find out how comfortable is it for the consumer to visit the Mall in terms | | |facility | |of finding parking space. |13 |Distance traveled |Nominal Scale |To find out how comfortable is it for the consumer to visit the Mall in terms | | | | |of distance traveled. | The next set of questions aimed at finding out the buying behavior of consumers at the Malls: The next set of questions was aimed at getting a feedback from the visitors what they felt was necessary to improve the existing Mall: |Q. o |Question |Type Of Scale |Analysis Purpose | |22 |Satisfaction with existing |Ordinal Scale |What is the existing satisfaction level of visitor that makes him visit a Mall | | |Malls | |for his purchases. | |23 |Scope for improvements. |Nominal Scale |What else would the consumer wish to have to cater to his shopping needs in a | | | | |Mall. |Q. no |Question |Type Of Scale |Analysis Purpose | |14 |Apparel shopping |Nominal Scale |To find out whether people come to malls to shop for apparels. | | |behaviour | | | |15 |Reasons behind response|Nominal Scale |To judge the reason why they do so, if they do. | |to Question 13 | | | |16 |Grocery Shopping |Nominal Scale |To find out whether people come to malls to shop for groceries. | | |Behaviour | | | |17 |Reasons behind response|Nominal Scale |To judge the reason why they do so, if they do. | |to Question 15 | | | |18 |White goods purchase |Nominal Scale |To find out whether people come to malls to shop for electronics. | | |behaviour | | | |19 |Reasons behind response|Nominal Scale |To judge the reason why they do so, if they do. | |to Question 17 | | | |20 |Impulsive purchases. |Ordinal Scale |To find out how many people get driven to purchase items by looking at them | | | | |than planning for them. | |21 |Brand Shop Loyalty. |Ordinal Scale |To find out how many people are brand concious while making a purchase. | Target Market Selection Our Product Mall – would be a Mass Market product, catering to the people across a wide age and income group.

The typical end customer profile would be as follows: 3-Cluster solution ANOVA table signifies that all the 5 factors are significant. The 3 clusters Identified, and their characteristics based on the final cluster centers matrix are: Cluster 1: Indulgent Achievers For this cluster outwardly directed self-esteem is the most important factor. They value material possessions and to be perceived as a successful person by their friends and family is extremely important for them. They want to have a unique identity and are highly optimistic about their future.

They value experience and like indulgence. They see shopping as an opportunity to spend time with friends and family rather than a chore. They are willing to pay more for a comfortable shopping experience. They see themselves as spenders rather than savers and often indulge themselves in shopping and feel guilt afterwards. The cluster values neither tradition nor is pragmatic in its approach. They value style and fashion more than functionality and are not very particular about the traditions of their religion. Cluster 2: Conservatives This cluster is traditional and values pragmatism.

The cluster follows the rituals and traditions of their religion. They do not see shopping as an experience but as a chore and do it only when necessary. Their purchases are usually well planned. For them reliability and efficiency are more important factor than fashion. They value functionality more than style and looks. For the cluster material possessions are not important and they are less willing to pay more for a comfortable shopping experience. Cluster 3: Pragmatic Indulgers For the cluster pragmatism and indulgence factors are important.

They again value functionality more than style and looks and efficiency and reliability are more important for them than fashion. But at the same time they are Indulgent. They often indulge themselves in a shopping spree and feel guilt afterwards. They see themselves as spenders rather than savers. Given all the above, Experience as a factor is not important for them. Relatively they are less willing to pay more the shopping experience and want their purchases to be well planned. Cluster Size 34% of the respondents are Indulgent Achievers followed by 45. 45% and 20. 45% as Conservatives and pragmatic Indulgers. |Indulgent Achievers |Conservatives |Pragmatic Indulgers | |Size |66 (34%) |88 (45. 45%) |39 (20. 55%) | |Income |32% – Above 10 Lacs. |16% – Above 10 Lacs. |33%- Above 10 Lacs. | | |30% – 6 Lacs – 10 Lacs. |48% – 6 Lacs – 10 Lacs. |22%- 6 Lacs – 10 Lacs. | | | |15% – 3 Lacs – 6 Lacs |27%- 3 Lacs – 6 Lacs. | | | |8%- 1 Lac – 3 Lacs. | Profile Of The Consumers: [pic] [pic] Conclusion: Here we find that majority of the gender population that visits the Malls are males and that the Income level of the consumers who come shopping at malls is majoritively in the range of Rs 1 Lac to Rs 3 Lacs and Rs 3 Lacs to Rs 6 Lacs. All the respondents were asked to rate 10 statements related to the different variables which govern the preference of malls by the consumers.

All the statements included in the list have some implication on the respondents preferences for visiting malls. The rating scale was a 5- point Likert scale, where 5 meant Strongly Agree and 1 meant Strongly Disagree. Using the data available, Factor Analysis was run to identify underlying dimensions or factors, which explain the correlation among the 10 variables. The 3 factors identified (in order of importance and with underlying variables) are as follows: |S. No |Factor |% Variance Explained |Underlying Variable | |1 |Comfort |22. 22 |Parking facilities | | | | |Distance from House | |2 |Experience |15. 2 |Wide variety of brands | | | | |All Under One roof Shopping | |3 |Value For Money |13. 719 |Good Discounts on Products |

FACTOR ANALYSIS Correlation Matrix | | |Worth Of Purchase |White Goods |Furniture |Not on List |Influence of Brands| | |Correlation |Worth Of Purchase |1. 000 |-. 078 |. 052 |. 104 |. 431 | | | |White Goods |-. 078 |1. 000 |-. 121 |-. 152 |-. 049 | | | |Furniture |. 052 |-. 121 |1. 000 |. 107 |. 08 | | | |Not on List |. 104 |-. 152 |. 107 |1. 000 |. 558 | | | |Influence of Brands|. 431 |-. 049 |. 008 |. 558 |1. 000 | | |Sig. (1-tailed) |Worth Of Purchase | |. 141 |. 234 |. 075 |. 000 | | | |White Goods |. 141 | |. 047 |. 017 |. 51 | | | |Furniture |. 234 |. 047 | |. 069 |. 458 | | | |Not on List |. 075 |. 017 |. 069 | |. 000 | | | |Influence of Brands|. 000 |. 251 |. 458 |. 000 | | | KMO and Bartlett’s Test |Kaiser-Meyer-Olkin Measure of Sampling | |. 63 | |Adequacy. | | | | |Bartlett’s Test of Sphericity |Approx. Chi-Square |128. 532 | | | |df |10 | | | |Sig. |. 000 | | Total Variance Explained |Initial | | |Extraction | | |Rotation Sums| | | | |Eigenvalues | | |Sums of | | |of Squared | | | | | | | |Squared | | |Loadings | | | | | | | |Loadings | | | | | | | Component |Total |% of Variance|Cumulative % |Total |% of Variance|Cumulative % |Total |% of Variance|Cumulative % | | |1 |1. 805 |36. 096 |36. 096 |1. 805 |36. 096 |36. 096 |1. 752 |35. 042 |35. 042 | | |2 |1. 099 |21. 980 |58. 077 |1. 099 |21. 980 |58. 077 |1. 152 |23. 035 |58. 077 | | |3 |. 896 |17. 910 |75. 987 | | | | | | | | |4 |. 874 |17. 72 |93. 459 | | | | | | | | |5 |. 327 |6. 541 |100. 000 | | | | | | | |Extraction Method: Principal Component Analysis. Rotated Component Matrix | |Component | | | | |1 |2 | |Worth Of Purchase |. 639 |-4. 480E-02 | | |White Goods |-9. 016E-02 |-. 717 | | |Furniture |-1. 628E-02 |. 754 | | |Not on List |. 715 |. 257 | | Influence of Brands |. 908 |-2. 425E-02 | |Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. A Rotation converged in 3 iterations. “Not on list” and “influence of brands” contributes to a single factor that makes the mall shopping experience a success. This factor can be termed as “brand following and impulse purchase”. White goods and furniture contributes to another factor called “non traditional goods”.

Furniture contributes positively towards the factor while white goods probably are still not preferred by customers to be bought from malls and hence it shows a high negative contribution. Analysis Of Shopping Habits Age Group & Reason of Visit Cross-tabulation | | |Reason of Visit | | | | |Total | | | | |Shopping |Food |Entertainment |Multi-Purpos|Others | | | | | | | |e | | | |Age Group |0 – 18 |1 |1 |3 |13 | |18 | | | |19 – 30 |18 |6 |38 |23 |7 |92 | | | |31 – 40 |4 | |3 |27 |1 |35 | | | |41 – 50 |4 |2 |5 |17 |4 |32 | | | |Above 50 |1 | |5 |3 |7 |16 | |Total | |28 |9 |54 |83 |19 |193 | | Here the Cross Tabulation analysis throws light on the fact that the purpose of visit of people belonging to different age groups differs. People in the age group of 19 – 30 go to the malls with purpose of entertainment. While all the other age groups go majoritively with a multi-purpose. Correlation | | |Age Group |Reason of Visit | | |Age Group |Pearson Correlation |1. 000 |. 94 | | | |Sig. (2-tailed) | |. 007 | | | |N |193 |193 | | |Reason of |Pearson Correlation |. 194 |1. 000 | |Visit | | | | | | |Sig. (2-tailed) |. 007 | | | |N |193 |193 | |** Correlation is significant at the 0. 01 level (2-tailed). However here the Pearson’s Correlation Coefficient between Age Group and Reasons Of Visit showed that there is little correlation existing between the two indicating that the is very insignificant relationship between the two variables. Conclusion: The correlation analysis nullifies our findings in the previous table regarding the age group and frequency of visit analysis. (Cross Tab) Annual Income & Worth Of Purchase Cross-tabulation | |Worth Of | | | |Total | | | |Purchase | | | | | | | |Below 500 |500 – 1000 |1000 – 1500 |Above 1500 | | |Annual |Below 1,00,000 |11 | |9 | |20 | |Income | | | | | | | | |1,00,000 – 2,99,999 |20 |30 |11 | |61 | | |3,00,000 – 5,99,999 |10 |18 |12 |20 |60 | | |6,00,000 – 10,00,000 |1 |7 |6 |9 |23 | | |Above 10,00,000 |7 |1 |11 |10 |29 | |Total | |49 |56 |49 |39 |193 | Here we find that majority of purchases are made in the range of Rs 500 to Rs 1000, and the majority of purchases are made by the people belonging to the income groups of Rs 1 Lacs to 3 Lacs and Rs 3 Lacs to Rs 6 Lacs. Correlation | |Annual Income |Worth Of Purchase | | |Annual Income |Pearson Correlation |1. 000 |. 370 | | | |Sig. (2-tailed) |. |. 000 | | | |N |193 |193 | | |Worth Of |Pearson Correlation |. 370 |1. 000 | |Purchase | | | | | |Sig. (2-tailed) |. 000 |. | | | |N |193 |193 | | ** Correlation is significant at the 0. 01 level (2-tailed). Here the Pearson’s Coefficient correlation came out to be . 370 indicating a medium level of relationship between Annual Income & Worth Of Purchase. Conclusion: Here the Correlation analysis supports the findings from the Cross Tabulation chart regarding the average spending habits and the income groups catering to maximum sales in a mall. Age Group & Not on List Cross-tabulation | |Not on List | | | |Total | | | | |Never |Rarely |Often |Always | | | |Age Group |0 – 18 |3 |2 |13 | |18 | | | |19 – 30 |12 |22 |55 |3 |92 | | | |31 – 40 |4 |6 |22 |3 |35 | | | |41 – 50 |4 |16 |10 |2 |32 | | |Above 50 |7 |9 | | |16 | | |Total | |30 |55 |100 |8 |193 | |[pic] Conclusion: The above stated analysis showed that the majority of the shopping done by the consumers in a Mall is an impulse purchase as most of the items bought are not on their lists initially. Hence Merchandising and Point Of Display as well as having a Variety of shops is important to cater to the varied needs of the consumers. Also the people belonging to the age group of 19 to 30 do most of the “Not On The List” shopping. Apparel Shopping: [pic] [pic]

Conclusion: The above charts show that most of the sample surveyed does their Apparel shopping from Multi Shop markets and Supermarkets. The reasons attached with the following behavior was that they prefer to do so because of the Variety offered and the Environment of the Shopping Malls which make it even more attractive for the buyers to do their shopping from these Malls. White Goods and Furniture Purchase: [pic] [pic] Conclusion: The above shown Pie Charts show that the 51% of the people surveyed and representing the population do not do their Electronics i. e. White Goods Shopping from the Malls, and 68% of the sample do not do their Furniture shopping from Shopping Malls.

The reasons behind such a behavior when probed into by asking further questions on the spot to the consumer while filling up the questionnaire revealed that the buyers preferred do such shopping from Stand Alone shops where they got a better deal and equivalent quality, as in case of Mall shopping for these items no scope for bargains existed and were often highly priced. Influence Of Brands: [pic] Interpretation of Influence of Brands Vis-a-vis Income Level: | | |Influence of Brands | | | |Total | | | | |Never |Rarely |Often |Always | | | |Annual Income |Below 1,00,000 | |4 |14 |2 |20 | | |1,00,000 -2,99,999 |16 |12 |22 |11 |61 | | | |3,00,000 – 5,99,999 |3 |24 |16 |17 |60 | | | |6,00,000 – 10,00,000 |1 | |4 |18 |23 | | | |Above 10,00,000 |3 |1 |8 |17 |29 | | |Total | |23 |41 |64 |65 |193 | | Conclusion: The above stated facts show that around 67% (33. 2+33. ) of the sample surveyed showed great influence by the brand and preferred to buy items which belonged to a well known brand while shopping in a Mall. When a Cross Table comparison between the Age group and Influence of brands was done then it was found that Correlation between Age Group and Influence of Brands | | |Age Group |Influence of Brands | | |Age Group |Pearson Correlation |1. 000 |. 732 | | | |Sig. (2-tailed) |. |. 001 | | |N |193 |193 | | |Influence of Brands |Pearson Correlation |. 732 |1. 000 | | | |Sig. (2-tailed) |. 001 |. | | | |N |193 |193 | |** Correlation is significant at the 0. 01 level (2-tailed). Conclusion: The Pearson Correlation between age group and influence of brands (. 732), is pretty high.

Hence we can conclude that there is a strong relationship between age group and purchasing branded or unbranded products. Mode Of Transportation And Parking Facilities: [pic] [pic] Conclusion: With 70% of the visitors to the Malls coming in their cars Parking Facilities becomes a Major issue. Though the sample surveyed indicated that majority (56%) of the were satisfied with the existing parking facilities followed closely by people (44%) who felt that it was inadequate, but as the with the number of people visiting Malls increases day by day parking is sure to become a major factor in the minds of the people visiting the malls and hence may become a major deterrent in the minds of people while deciding to visit a mall. Conclusions on Shopping Habits in Malls: ) There is no strong relationship existing between the Age Group and Reasons To Visit. People belonging to the Age group of 19 – 30 visit for the main purpose of Entertainment. While the rests make a Multi Purpose Trip to the Malls. 2) Majority of purchases are made in the range of Rs 500 to Rs 1000, and the majority of purchases are made by the people belonging to the income groups of Rs 1 Lacs – 3 Lacs and Rs 3 Lacs to Rs 6 Lacs. 3) Majority of the shopping done by the consumers in a Mall is an impulse purchase as most of the items bought are not on their lists initially. Hence Merchandising and Point Of Display as well as having a Variety of shops is important to cater to the varied needs of the consumers.

Also the people belonging to the age group of 19 to 30 do most of the “Not On The List” shopping. 4) Most of the sample surveyed does their Apparel shopping from Multi Shop markets and Supermarkets. The reasons attached with the following behavior was that they prefer to do so because of the Variety offered and the Environment of the Shopping Malls which make it even more attractive for the buyers to do their shopping from these Malls. 5) 51% of the people surveyed and representing the population do not do their Electronics i. e. White Goods Shopping from the Malls, and 68% of the sample do not do their Furniture shopping from Shopping Malls.

The reasons behind such a behavior when probed into by asking further questions on the spot to the consumer while filling up the questionnaire revealed that the buyers preferred do such shopping from Stand Alone shops where they got a better deal and equivalent quality, as in case of Mall shopping for these items no scope for bargains existed and were often highly priced. 6) Around 67% (33. 2+33. 7) of the sample surveyed showed great influence by the brand and preferred to buy items which belonged to a well known brand while shopping in a Mall. 7) With 70% of the visitors to the Malls coming in their cars Parking Facilities becomes a Major issue.

Though the sample surveyed indicated that majority (56%) of the were satisfied with the existing parking facilities followed closely by people (44%) who felt that it was inadequate, but as the with the number of people visiting Malls increases day by day parking is sure to become a major factor in the minds of the people visiting the malls and hence may become a major deterrent in the minds of people while deciding to visit a mall. QUESTIONNAIRE INTRODUCTION: Good Morning/ Evening/ “Namaste”. We are from International Management Institute. We are conducting a study on people’s shopping habits in malls. I will be grateful if you could spare some time and answer my questions. 1) Name……………………………………………….

Age………………………………… 2) Sex M / F Occupation….. ……………………………………………………. 3) With whom have you come? a. Alone b. Male friend(s) c. Female friend(s) d. Parents e. Brother / Sister f. Colleagues 4) What is your household annual income? a. Below Rs. 1,00,000 b. Rs. 1,00,000 – Rs. 2,99,999 c. Rs. 3,00,000 – Rs. 5,99,999 d. Rs. 6,00,000 – Rs. 10,00,000 e. Above Rs. 10,00,000 5) What are the main reasons for your visit? a. Shopping b. Food c. Entertainment d. Multi-purpose Trip e. Others (Specify)……………………………………………………………. 6) Please tick mark the appropriate box: (Note: 5 – Strongly Agree, 1 – Strongly Disagree) |1 |2 |3 |4 |5 | |I only visit places that have all under one-roof | | | | | | |shopping: Apparel, footwear, grocery, food, home, | | | | | | |furnishing etc. | | | | | | |I do not visit malls that have parking problems. | | | | | | |I do not shop at malls that do not have good eating | | | | | | |options. | | | | | | |A mall should have clean drinking water facility. | | | | | | |I definitely visit a mall during a promotional event. | | | | | |A mall should have free sitting areas. | | | | | | |Accessibility of the mall is very important for me. | | | | | | |Malls do not have value for money products (i. e. they | | | | | | |are usually high priced). | | | | | | |Posh and stylish look to the mall are not important. | | | | | |Profile of the crowd that flocks in a mall is very | | | | | | |important to me. | | | | | | 7) What did you buy today? a. Clothes b. Shoes c. Books / Music d. Beauty products e. Toys f. White goods g. Jewellery h. Nothing 8) What was the total worth of your purchases? a. Below Rs. 500 b. Rs. 500 – Rs. 1000 c. Rs. 1000 – Rs. 1500 d. Rs. 1500 and above 9) How often do you visit shopping malls? a. Weekly b. Bi – Weekly c. Monthly d. Less often 10) How did you travel here today? a. Two – Wheeler b. Car c. Public Transport 11) How long does it normally take for you to find a parking space? a. 1 – 5 min b. 6 – 10 min c. 11 – 15 min d.

More than that 12) Do you think the parking facilities in the malls are adequate? Parking Problem a. Yes b. No c. If No, How could they be improved? …………………………………………………………………………………………………….. 13) How long did it take to reach this mall? a. Less than 15 minutes b. 15 minutes – 30 minutes c. 30 minutes – 45 minutes d. More than 45 minutes 14) Where do you usually do your main apparel shopping? a. Shopping malls b. Multiple shop market places c. Supermarkets d. Others (Specify) …………………………………………………………………. 15) Please state the reason for your preferred choice: a. Variety b.

Cost c. Environment d. Convenience e. Others (Specify) ………………………………………………………………… 16) Where do you usually purchase your grocery items? a. Town – centre b. Co – operative stores c. Local shops d. Shopping malls 17) Please state the reason for your preferred choice: a. Freshness b. Cost c. Environment d. Convenience e. Others (Specify) ………………………………………………………………… 18) Have you ever used shopping malls to purchase white goods? a. Yes b. No c. Don’t Remember 19) Have you ever used shopping malls to purchase furniture? a. Yes b. No c. Don’t Remember 20) You buy goods that were initially not there in your list. a. Never b. Rarely c. Often d. Always 1) You are influenced by the brand of the product. a. Never b. Rarely c. Often d. Always 22) How satisfied are you with this shopping mall? a. very satisfied b. somewhat satisfied c. not very satisfied d. don’t know or no answer 23) What improvements would you like to see in shopping malls? a. Increased choices for each product b. Increased variety of stores c. More number of specialty stores d. Improved car parking facilities e. Better customer service f. Others (Specify)…………………………………………………………………. ———————– Identification of the target sample Psychographic Segmentation Identification of Expectation from the Malls Identification of Shopping Habits

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