A shopping mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to walk from unit to unit, along with a parking area – a modern, indoor version of the traditional marketplaces.
As traders moved into more spacious shops in the early 19th century high streets developed, but wealthier people (who could afford to travel to city centers for pleasure) started wanting shelter from rain, so shopping arcades were developed. With new innovations like escalators these evolved into shopping centers and with the rise of the automobile these evolved into shopping malls.
From early on, the design tended to be inward-facing, with malls following theories of how customers could best be enticed in a controlled environment. Similar, the concept of a mall having one or more “anchor stores” or “big box stores” was pioneered early, with individual stores or smaller-scale chain stores intended to benefit from the shoppers attracted by the big stores.
B. Statement of the Problem
The mall will provide a soothing shopping experience for customers. Also the system will allow more than one shop owner to set up different shops, to sell various products under one roof i.e. mall. The concept, at its very
basic, provides for an environment that allows the following:
* Shop owner
* Any person wishing to setup shop in the mall can send a proposal to the mall owner. * The mall owner approves the proposal and confirms the deal. * Shop owners can then setup and maintain their own shop(s) in the mall.
* Customers when enter the mall have to authenticate themselves on a central server. * After authentication, the customer is allocated a shopping cart and can enter a particular shop of his/her choice for shopping.
C. Research Objectives
* Investigate how the internal and external environment impacts on the consumers’ choice of shopping malls; * Identify the purpose for which the consumers visit the various the shopping malls; * Determine the extent to which consumers are satisfied with the various shopping malls; * Assess the extent to which consumers’ choice and patronage behavior impacts on the shopping malls’ marketing strategies to meet consumer’s needs and desires; * Assess the extent to which private transportation impacts on patronage of shopping malls; * Assess the extent to which one-stop shopping malls with efficient service contribute to positive family experiences; * And assess the extent to which males and females prefer various facilities within the shopping mall.
A shopping mall is basically a shopping building complex joined by walkways. The walkways are escalators, lifts and comfortable stairs that connects all type of shops at one roof. It provide shopping and entertainment both.
Visiting a shopping malls is very enjoyable for me. As it provides change from daily repeatitive schedule work. Huge lighting gives extra cheer and energy. Shopping Mall given us shopping with comfort. No more smoke and dust of the market can disturb while shopping.
The shopping has partly transformed from "Kirana" and "Boutiques" to organised shops like malls, hypermarkets, supermarkets and lifestyle stores. Mall can be one word for market for all.
On the occasion of Durga Puja we use to visit our super markets Bigbazar of Citycentre Durgapur. This shopping mall brought very much comfort to us. At least we now have a clean place for our entertainment. Now we can opt different brands for same type of product. The food items are usually of superior qualities. Shopping with comfort of air-conditioned cool air become possible due to shopping malls culture. There are perfect combination of surrounding shops for eatables. South Indian dish or North Indian dish or Chinese etc are all available very close. The 89 Cinema are at the top floor of the Bigbazar. It is very neat and clean and have four screens. We can watch movies according to our choices.
The negative sides of the shopping malls are that they are little bit costlier than open market. Negotiation are not possible there. Open market are still giving tough competition to the shopping mall because of cheap sense. Major purchasing class of India still prefer cheap goods over lifestyle comfort of marketing system. Because of this reason many shopping malls are failing in its business. It is also because very limited research are done about consumer habits of a particular zone.