Marketing Research on Shopping Mall in NCR
Shopping Mall (Research Project)_IMP.rtf (Size: 4.86 MB / Downloads: 201)
A shopping mall (or simply mall), shopping center, or shopping arcade is a building or set of buildings that contain stores, with interconnecting walkways enabling visitors to easily walk from store to store. The walkways may be enclosed.
In the British Isles and Australia, shopping malls are more usually referred to as shopping centres, shopping precincts or, sometimes, shopping arcades. In North America, the term shopping mall is usually applied to enclosed retail structures, while shopping center refers to open-air retail complexes.
Strip malls are a recent development, corresponding to the rise of suburban living in the United States after World War II. As such, the strip mall development has been the subject of the same criticisms leveled against suburbanization and suburban sprawl in general. In the United Kingdom these are called retail parks or out-of-town shopping centres.
Through this market research project I have made an attempt to address few of the issues stated above. The target population constitutes the people of the state of Delhi.
I have studied a sample of 289 people to have a comprehensive view of the problem; I have used various research methodologies to present the findings of our research.
I have made use of both primary and secondary research methods for data collection so as to have an insight into the fact that how can my research report can form a source of information for the shopping malls to expand their business and popularize the concept of shopping malls .
Manufacturers, retailers, suppliers of all kinds of services, and many other organizations and industry related with shopping mall need certain kinds of information in order to be able to satisfy their customers, wants and needs and to design effective marketing programs while still earning a profit. The researchers hence understanding the importance and value of this industry and undertakes a live market research, with the hope to uncover 5 basic but essential issues that concern this industry today. At least six such information topics, and some of the questions marketing managers have regarding them, are as follows.
1. Reason for growth in shopping malls.
2. Consumer tastes and preferences for different Shopping malls.
3. The growth in the retail market (Industry Overview).
4. To find out the customers expectations/requirement for successfully launching a Shopping Mall.
5. The age group, class, strata frequenting the place.
6. Trends for the future.
The above-mentioned issues and objective are just a broad guideline to the researchers, these objectives are enforceable to change especially after conducting the secondary and exploratory research, which might answer some of these questions and put forward some new issues.
Indoor multi-vendor shopping is not a recent idea. Isfahan's Grand Bazaar, which is largely covered, dates from the 10th century A.D. The 10 kilometer long covered Tehran's Grand Bazaar also has a very old history. The Grand Bazaar of Istanbul was built in 15th century and is still one of the largest covered markets in the world with more than 58 streets and 4000 shops. The Oxford Covered Market in Oxford, England was officially opened on 1 November 1774 and is still going strong today. The Burlington Arcade in London was opened in 1819. The Arcade in Providence, Rhode Island introduced the concept to the United States in 1828. The Galleria Vittorio Emanuele II in Milan, Italy followed in the 1860s and is closer to large modern malls in spaciousness. Many other large cities created arcades and shopping centers in the late 19th century and early 20th century, including the Cleveland Arcade and GUM in Moscow in 1890. Early shopping centers designed for the automobile include Market Square, Lake Forest, Illinois (1916) and Country Club Plaza, Kansas City, Missouri (1924).
An example of the mid-19th-century shopping mall: The Passage in St Petersburg.
In the mid-20th century, with the rise of the suburb and automobile culture in the United States, a new style of shopping center was created away from city centers. The first shopping center in the United States was Highland Park Village, which opened in 1931 in Dallas, Texas. The concept of the fully-enclosed mall was pioneered by the Austrian-born architect Victor Gruen. The new generation called malls included Northgate Mall, built in north Seattle, Washington, USA in 1950, Gruen's Northland Shopping Center built near Detroit, Michigan, USA in 1954, and the Southdale Center, which opened in the Twin Cities suburb of Edina, Minnesota, USA in 1956. In the UK, Chrisp Street Market was the first pedestrian shopping area built with a road at the shop fronts.