Mall Culture

10 October 2016

The tremendous hike in the number of shopping malls in Mumbai is the direct result of globalization. In its march towards the ‘Global Village’, the shopping malls are providing Mumbai with the gusto to move still further. The shopping malls can be said to be the outcome of the class conscious citizens who prefers sophisticated environs for shopping. In fact, the mushrooming of the international brands in India, has also created the need of multifarious shopping malls to emerge. Mumbai’s shopping mall – emerged amidst the bustle of the city.

It exhibits a wide range of accessories from clothing to foot-wear, crockery to books; the shopping malls of Mumbai contains all and sundry of the household chores. Now-a-days, with the growing trend of window shopping, the shopping malls always stay vibrant with many kinds of people pouring into the malls throughout the day. Children come to the shopping malls to enjoy – as the malls keeps the latest versions of the video-games, teenagers come here to keep abreast with the prevalent trend; whereas the adults come here to really shop for their necessities.

Being the major center of commerce, the shopping malls of Mumbai are the best place to study the crowd of a city or a town. Here we can find people trying different kinds of outfits in front of the mirror, or loitering throughout the mall in search of a favorite commodity. In the shopping malls , we find people from different backgrounds joining in for the same cause, viz. shopping! Shopping malls in Mumbai are known as the paradise of style and fashion. From dress materials, accessories swim suites, to branded apparels and life style equipments, these shopping malls cater to the multi-pronged needs of the customers.

To update about and provide the people of Mumbai the trendiest deliverables the shopping malls come with an endless line of daily use products as well as goods that are exclusively made for special occasions. The shopping malls of Mumbai are of different nature. While some are life style stores, some others are superstores. The most prominent shopping malls that don the fashion fiesta of Mumbai are: ? R mall in Mulund – a just blend of entertainment, shopping and dining, the place houses multiplex, pub, restaurant, Pizza Hut and a kids’ gaming station ?

Inorbit mall in the western suburb – a shopping site dealing with cosmetics, appliances, garments and furniture, the place houses a four-screen multiplex | ? Hypercity mall in Malad Link road – with a super market and computer and computer accessories shops the two storied mall is famous for tech equipments ? Atria mall in Malad – a five-storied structure, the mall is the place of national and international brands, gaming section, bowling alley and food joints ? Crossroads mall – with a sprawling 1, 50, 000 sq ft of area, the centre houses four buildings and is popular for expensive branded apparels ?

Phoenix mall – the place is full of big names like McDonalds, Pantaloons, Provogue, Adidas and Reebok ? Nirmals in Mulund – apart from Pantaloons and Shoprite Hyper, the place accommodates many small retail shops ? Metro-Junction in Kalyan – dealing in an infinite range both Indian and non-Indian brands this one has food zone, parlors and music stations With plans of many more upcoming centers, Mumbai is surely all set to become a bustling hub of magnificent and awesome shopping malls. Ch-2. Methodology Issues 2. 1. Research Objectives To conduct in-depth study on consumers’ buying behaviour in a mall.

To know the relation between income pattern and shopping in the mall. To know what the average consumer prefers to buy today. To gain an insight and get into the psyche of the consumer. To prepare report based on a field survey of 50 people, mostly in Ulhasnagar city. To be practical in the field of Marketing Research. To become a part of this industry in future. * To gain information regarding consumers monthly income, general buying preferences, visiting preferences and expectations regarding anything specific in the mall. 2. 2. Research Object Hypothesis

A Hypothesis is a specific statement of prediction. It describes in concrete terms what we expect will happen in our study. We define a proposition as a statement about observable phenomena (concepts) that may be judged as true or false. When a proposition is formulated for empirical testing. It is called as HYPOTHESIS. Hypotheses have also been described as statements in which we assign variables to cases. There are two types of hypotheses: 1. Descriptive Hypotheses 2. Relational hypotheses Descriptive hypothesis: Descriptive Hypothesis states the existence, size, form or distribution of some variable.

Descriptive Hypotheses format has many benefits: * It encourages researchers to crystallize their thinking about the likely to be found. * It encourages them to think about the implications of a supported or rejected finding. * It is useful for testing statically significance. Relational Hypotheses: These are statements that describe a relationship between two variables with respect to some cases. In this hypothesis we have two interpretations. The first interpretation indicates a co relational relationship; the second indicates an explanatory, or causal, relationship.

Correlation Hypotheses state that the variables occur together in some specified manner without implying that one causes the other. Such weak claims are often made when we believe there are more basic causal forces that affect both variables or when we have not developed enough evidence to claim a stronger linkage. In research, a hypothesis serves several important functions: * It guides the direction of the study. * It identifies facts that are revelant and those that are not. * It suggests which form of research design is likely to be most appropriates.

It provides a framework for organizing the conclusions that result. Null Hypothesis:- The simplistic definition of the null is as the opposite of the alternative hypothesis, H1, although the principle is a little more complex than that. The null hypothesis is a hypothesis which the researcher tries to disprove, reject or nullify. The ‘null’ often refers to the common view of something. Alternative hypothesis:- Is what the researcher really think is the cause of a phenomenon. An experiment conclusion always refers to the null, rejecting or accepting H0 rather than H1.

Despite this, many researchers neglect the null hypothesis when testing hypotheses, which is poor practice and can have adverse effects. H0:- Shopping in Mall & consumer Income are not related. H1:- Shopping in Mall & Consumer Income are related. 2. 3. Description Of Concept A shopping mall or shopping centre is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a parking area – a modern, indoor version of the traditional marketplace. Shopping Malls are gradually taking places of Parks for younger generation.

They go hand in hand, sit in some cafe and spend time. For companies, it allows to feature their brand and lure the younger generations to aspire for their products. The concept of Shopping malls is quite popular in India as one gets everything from top to bottom under one roof , with an excellent ambience of style and elegance , having potential to make one feel to shop . 2. 4. Scope Of Study The following report is an in-depth study on consumers’ buying behaviour in a mall. Primary data, which is the feedback received directly from the consumers, is collected, sorted and converted into statistical form.

The outcome so obtained is then analysed and possible conclusions are drawn. These conclusions help in knowing what the average consumer prefers to buy today. Conversely it helps in understanding what his dislikes are too. Whether the product to be launched gains acceptance in the mind of the consumer depends to quite an extent on the Research Report. It helps us gain an insight and get into the psyche of the consumer so we can design more and more products and services which are best suitable to his needs. Not only will this help in making more profits but also in enhancing consumer loyalty – a boon in today’s competitive world.

The findings of the report are based on a field survey of 50 people, mostly in Ulhasnagar city. Although it may not give an exact idea of the buying behaviour of every consumer, it does give a peek into the mind of the general preferences of the conservationalist, the average and the spend-thrift consumer. Data refers to a collection of natural phenomena descriptors, including the results of experience, observation or experiment, or a set of premises. This may consist of numbers, words, or images, particularly as measurements or observations or a set of variables. Primary source is used to collect initial material during the research process. Primary data is the data that the researcher collects himself using methods such as surveys, direct observations, interviews as well as logs. Primary data is reliable way to collect data because the researcher will know where it came from and how it was collected and analyzed since he did it himself. Primary sources of information allow the learner to access original and unedited information. A primary source requires the learner to interact with the source and extract information.

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