Online Shopping versus Mall Shopping

ONLINE SHOPPING VERSUS MALL SHOPPING
REVA UNIVERSITY BANGALORE Page 1
CHAPTER -1
INTRODUCTION ABOUT ONLINE SHOPPING
Online shopping (sometimes known as e-tail from "electronic retail" or e-shopping) is a form
of electronic commerce which allows consumers to directly buy goods or services from a
seller over the Internet using a web browser. Alternative names are: e-web-store, e-shop, e-
store, Internet shop, web-shop, web-store, online store, online storefront and virtual store.
Mobile commerce (or m-commerce) describes purchasing from an online retailer's mobile
optimized online site or app.
An online shop evokes the physical analogy of buying products or services at a bricks-and-
mortar retailer or shopping center; the process is called business-to-consumer (B2C) online
shopping. In the case where a business buys from another business, the process is called
business-to-business (B2B) online shopping. The largest of these online retailing corporations
are Alibaba, Amazon.com, and eBay.
HISTORY
English entrepreneur Michael Aldrich invented online shopping in 1979. His system
connected a modified domestic TV to a real-time transaction processing computer via a
domestic telephone line. He believed that videotex, the modified domestic TV technology
with a simple menu-driven human–computer interface, was a 'new, universally applicable,
participative communication medium — the first since the invention of the telephone.' This
enabled 'closed' corporate information systems to be opened to 'outside' correspondents not
just for transaction processing but also for e-messaging and information retrieval and
dissemination, later known as e-business. His definition of the new mass communications
medium as 'participative' [interactive, many-to-many] was fundamentally different from the
traditional definitions of mass communication and mass media and a precursor to the social
networking on the Internet 25 years later.
In March 1980 he went on to launch Redifon's Office Revolution, which allowed consumers,
customers, agents, distributors, suppliers and service companies to be connected on-line to
the corporate systems and allow business transactions to be completed electronically in real-
time.

During the 1980s he designed, manufactured, sold, installed, maintained and supported many
online shopping systems, using videotext technology. These systems which also provided
voice response and handprint processing pre-date the Internet and the World Wide Web, the
IBM PC, and Microsoft MS-DOS, and were installed mainly in the UK by large corporations.
The first World Wide Web server and browser, created by Tim Berners-Lee in 1990, opened
for commercial use in 1991. Thereafter, subsequent technological innovations emerged in
1994: online banking, the opening of an online pizza shop by Pizza Hut, Netscape's SSL v2
encryption standard for secure data transfer, and Intershop's first online shopping system. The
first secure retail transaction over the Web was either by Net Market or Internet Shopping
Network in 1994.Immediately after, Amazon.com launched its online shopping site in 1995
and eBay was also introduced in 1995. Alibaba's sites Taobao and Tmall were launched in
2003 and 2008, respectively.
Retailers are increasingly selling goods and services prior to availability through pretail for
testing, building, and managing demand.
Michael Aldrich, pioneer of online shopping in the 1980s.

INTERNATIONAL E-COMMERCE STATISTICS
Statistics show that in 2012, Asia-Pacific increased their international sales over 30% giving
them over $433 billion in revenue. That is a $69 billion difference between the U.S. revenue
of $364.66 billion. It is estimated that Asia-Pacific will increase by another 30% in the year
2013 putting them ahead by more than one-third of all global ecommerce sales.
The largest online shopping day in the world is Singles Day, with sales just in Alibaba's sites
at US$9.3 billion in 2014.
CUSTOMERS
Online customers must have access to the Internet and a valid method of payment in order to
complete a transaction.
Generally, higher levels of education and personal income correspond to more favorable
perceptions of shopping online. Increased exposure to technology also increases the
probability of developing favourable attitudes towards new shopping channels.
In a December 2011 study, Equation Research surveyed 1,500 online shoppers and found that
87% of tablet owners made online transactions with their tablet devices during the early
Christmas shopping season.
PRODUCT SELECTION
Consumers find a product of interest by visiting the website of the retailer directly or by
searching among alternative vendors using a shopping search engine.
Once a particular product has been found on the website of the seller, most online retailers
use shopping cart software to allow the consumer to accumulate multiple items and to adjust
quantities, like filling a physical shopping cart or basket in a conventional store. A
"checkout" process follows (continuing the physical-store analogy) in which payment and
delivery information is collected, if necessary. Some stores allow consumers to sign up for a
permanent online account so that some or all of this information only needs to be entered
once. The consumer often receives an e-mail confirmation once the transaction is complete.

Less sophisticated stores may rely on consumers to phone or e-mail their orders (although full
credit card numbers, expiry date, and Card Security Code, or bank account and routing
number should not be accepted by e-mail, for reasons of security).
PROCESS OF ONLINE SHOPPING
A consumer uses web browser to connect to the home page of a merchant’s web site on the
internet.
PAYMENT GATEWAY

METHODS OF PAYMENT
Online shoppers commonly use a credit card or a PayPal account in order to make payments.
However, some systems enable users to create accounts and pay by alternative means, such as
 Credit card
 Debit card
 Payment websites
 PayPal
 Wire Transfer
 Electronic money of various types
 Purchase order
 Checks and Money order
 Mobile Payments
 Bank Transfer
 Cash On Delivery (COD)
Some online shops will not accept international credit cards. Some require both the
purchaser's billing and shipping address to be in the same country as the online shop's base of
operation. Other online shops allow customers from any country to send gifts anywhere.
The financial part of a transaction may be processed in real time (e.g. letting the consumer
know their credit card was declined before they log off), or may be done later as part of the
fulfilment process.
TOP TEN ONLINE SHOPPING WEBSITES
1. AMAZON
2. EBAY
3. WALMART
4. ALIBABA
5. TARGET
6. FLIPKART
7. BESTBUY
8. NEWEGG
9. OVERSTOCK
10. SHOP

PRODUCT DELIVERY
Once a payment has been accepted, the goods or services can be delivered in the following
ways. For physical items:
Shipping: The product is shipped to a customer-designated address. Retail package delivery
is typically done by the public postal system or a retail courier such as FedEx, UPS, DHL, or
TNT.
Drop shipping: The order is passed to the manufacturer or third-party distributor, who then
ships the item directly to the consumer, bypassing the retailer's physical location to save time,
money, and space.
In-store pick-up: The customer selects a local store using a locator software and picks up the
delivered product at the selected location. This is the method often used in the bricks and
clicks business model.
For digital items or tickets:
Downloading/Digital distribution: The method often used for digital media products such
as software, music, movies, or images.
Printing out, provision of a code for, or e-mailing of such items as admission tickets and scrip
(e.g., gift certificates and coupons). The tickets, codes, or coupons may be redeemed at the
appropriate physical or online premises and their content reviewed to verify their eligibility
(e.g., assurances that the right of admission or use is redeemed at the correct time and place,
for the correct dollar amount, and for the correct number of uses).
SHOPPING CART SYSTEMS
Simple shopping cart systems allow the off-line administration of products and categories.
The shop is then generated as HTML files and graphics that can be uploaded to a webspace.
The systems do not use an online database. A high-end solution can be bought or rented as a
stand-alone program or as an addition to an enterprise resource planning program. It is
usually installed on the company's web server and may integrate into the existing supply
chain so that ordering, payment, delivery, accounting and warehousing can be automated to a
large extent.

Design
Customers are attracted to online shopping not only because of high levels of convenience,
but also because of broader selections, competitive pricing, and greater access to information.
Business organizations seek to offer online shopping not only because it is of much lower
cost compared to bricks and mortar stores, but also because it offers access to a worldwide
market, increases customer value, and builds sustainable capabilities.
 Information load
Designers of online shops are concerned with the effects of information load. Information
load is a product of the spatial and temporal arrangements of stimuli in the web store.
Compared with conventional retail shopping, the information environment of virtual
shopping is enhanced by providing additional product information such as comparative
products and services, as well as various alternatives and attributes of each alternative, etc.
Two major dimensions of information load are complexity and novelty. Complexity refers to
the number of different elements or features of a site, often the result of increased information
diversity. Novelty involves the unexpected, suppressed, new, or unfamiliar aspects of the site.
The novelty dimension may keep consumers exploring a shopping site, whereas the
complexity dimension may induce impulse purchases.
 Consumer needs and expectations
A successful web store is not just a good looking website with dynamic technical features,
listed in many search engines. In addition to disseminating information, it is also about
building a relationship with customers and making money..
 User interface
The most important factors determining whether customers return to a website are ease of use
and the presence of user-friendly features. Usability testing is important for finding problems
and improvements in a web site. Methods for evaluating usability include heuristic
evaluation, cognitive walkthrough, and user testing. Each technique has its own
characteristics and emphasizes different aspects of the user experience.

MARKET SHARE
E-commerce B2C product sales totaled $142.5 billion, representing about 8% of retail
product sales in the United States. The $26 billion worth of clothes sold online represented
about 13% of the domestic market, and with 72% of women looking online for apparel, it has
become one of the most popular cross-shopping categories. Forrester Research estimates that
the United States online retail industry will be worth $279 billion in 2015. The popularity of
online shopping continues to erode sales of conventional retailers. For example, Best Buy, the
largest retailer of electronics in the U.S. in August 2014 reported its tenth consecutive
quarterly dip in sales, citing an increasing shift by consumers to online shopping.
There were 242 million people shopping online in China in 2012.
For developing countries and low-income households in developed countries, adoption of e-
commerce in place of or in addition to conventional methods is limited by a lack of
affordable Internet access.
ADVANTAGES
 Convenience
One of the biggest benefits of online shopping is that you can buy almost anything you
could imagine without ever leaving your house.
 Selection
Online stores are able to carry more selection than traditional brick and mortar stores.
 Information
Online shops tend to provide more information about items for sale than you would get in
a physical store (unless you asked a sales associate).
 Price
Because online stores don’t have to pay rent for storefront in a nice part of town and tend
to sell much larger quantities of goods, they can offer to sell products for a much lower
price.
 Availability
Online retailers accept orders twenty four hours a day while consumers who wish to shop
at traditional stores have to be available to visit the store during business hours.

DISADVANTAGES
 Hands On Inseption
One thing that online stores can’t replace is the experience of actually seeing and
touching the item you are considering buying.
 Shipping
Some major online retailers now offer free shipping for their products, but many require
you to meet a minimum order cost to qualify.
 Wait Time
Waiting for your item to arrive is another downside of online shopping. One of the great
pleasures of shopping at a store is the instant gratification.
 Privacy
When you shop online, you waive certain privacy rights to online retailer.
Many people have fear to disclose personal and private information for security.
 Risky Credit card purchase
Risky credit card purchase: It is pertinent to do online shopping from a reliable and a
trusted web portal. A number of these web portals ask for payment through a credit/debit
card.
 A never ending wait for the product to arrive
You enter a shop. Choose an item of your choice. Pay the bills at the counter and the item
is yours. After all of it, you walk into your house with gaiety with your possession in
hand
 No bargaining
No bargaining: Online shopping does not offer us that liberty to bargain and we are bound
to buy the item in the quoted price.
 Deceptive pictures
What may appear to have a matte texture in the picture may actually turn out to be quite
glossy and shiny in reality.
 Lack of options
In online shopping, you do not get the same item spread out in varied forms and shape,
vying for your attention.
 Makes you lazy
With the advent of a new phenomenon called online shopping, people who have an access
to the internet hardly show an inclination to venture out of their house into the open.

 Deprives you of tangibility
Online shopping makes it extremely difficult to exchange items as well, in case of
discrepancies.
 Shipping costs
Shipping costs in most cases raise the price of an article and you may end up buying it at
a rate higher than the market price.
 Internet does not come free of cost
Internet does not come free of cost: every time you open a page on an online shopping
portal to choose a specific item, you get charged for it.
AGGREGATION
High-volume websites, such as Yahoo!, Amazon.com, and eBay, offer hosting services for
online stores to all size retailers. These stores are presented within an integrated navigation
framework, sometimes known as virtual shopping malls or online marketplaces.
IMPACT OF REVIEWS ON CONSUMER BEHAVIOUR
One of the great benefits of online shopping is the ability to read product reviews, written
either by experts or fellow online shoppers.
The Nielsen Company conducted a survey in March 2010 and polled more than 27,000
Internet users in 55 markets from the Asia-Pacific, Europe, Middle East, North America, and
South America to look at questions such as "How do consumers shop online?", "What do
they intend to buy?", "How do they use various online shopping web pages?", and the impact
of social media and other factors that come into play when consumers are trying to decide
how to spend their money on which product or service. According to the research, reviews on
electronics (57%) such as DVD players, cell phones, or PlayStations, and so on, review on
cars (45%), and reviews on software (37%) play an important role in influencing consumers
who tend to make purchases online. Furthermore, 40% of online shoppers indicate that they
would not even buy electronics without consulting online reviews first.
In addition to online reviews, peer recommendations on online shopping pages or social
media websites play a key role for online shoppers when they are researching future
purchases. 90% of all purchases made are influenced by social media. Each day, over two
million buyers are shopping online for jewellery.

SHOPPING MALL INTRODUCTION
The concept of shopping in malls in India is undergoing a dramatic change. A few years
back, people just used to visit a lot of stores for their needs, but off late every shopping mall
seems to be overflowing with people of different ages- from children to adults. With
globalization at its peak and paving a way for the international brands, people now feel that
they can get anything that they want in these shopping malls be it electronic goods, apparel
and consumer durables.
For the past few years researchers have been working to establish a relationship between
shopping in malls and the income level of people. The reason for conducting such a research
is to find out which sections of the society (lower middle class or higher middle class) do a
lot of shopping in the malls. But yet, not many people will be comfortable in sharing their
income details as it is personal. This is the area which tests the researchers, as to how they
will be able to establish a positive relationship between the two.
This study will be conducted with the aim to develop a relationship between shopping in
malls and the income level of people. The study primarily focuses on the consumers buying
behaviour in a mall. It helps us to understand the mindset of the consumers, by which we can
develop more products according to their needs. For this study the Spencer's Plaza mall will
be chosen. Primary data, which is the feedback received directly from the consumers, will be
collected and represented in statistical form. The outcome so obtained will be analyzed and
possible conclusions will be drawn.
Recently, there has been a tremendous increase in the number of shopping malls in Chennai.
The reason for the sudden upheaval of so many shopping malls can be related to globalization
taking its pace. The growth factors for the shopping malls are the conscious citizens who
prefer a sophisticated environment to shop and also with so many international brands
making its presence in India, it has created the need to establish a place which has everything
within one roof. The concept of shopping malls in India is largely gaining popularity as it
attracts customers by way of excellent ambience, style and elegance, having the potential to
make one shop and enjoy the experience as well. Spencer's Plaza, Big Bazaar, Ampa
skywalk, City Centre are the big players today. Adding to the list are the upcoming Chennai
Central, Ramee Mall etc.

Advantages of shopping malls:
 Increase in the growth of the organized retail sector.
 Monumental increment in economic growth.
 Employment generation by the organized retail sector.
 Good competition means better products & services.
Disadvantages of shopping malls:
 The companies with superior resources would muscle out the ones inferior totem.
 Monopolization of the organized retail sector In India, the emergence of shopping malls
has mostly altered the lifestyle of the consumers. With the growth in income, changing
attitudes, and also the demographic patterns favour the emergence of shopping malls.
 The trends to follow in the future.
 The shopping malls favour a growth in the Indian organized retail sector by10% within
2010.
 There would be different formats of shopping malls depending on the region.
Types of Shopping Malls
In general, you will find only regional centres, superregional centres, and fashion/specialty
centres on this Web site. Relatively few community centres were chosen, but appear here
because the center may have, at one time, been considered regional center. Only a few
theme/festival centres were listed in heavily urbanized areas, such as San Francisco, because
of their particular attractiveness or size. Finally, the new designation, lifestyle center, displays
because of their classic-mall type appearance even though they are without a classic-mall
anchor store.
Fashion/Specialty Centres
Characterized as higher end, fashion oriented centres between 80,000 and 250,000 sq. ft.
Community Centres
Characterized as having between 100,000 and 350,000 sq. ft. Usually two types of anchors,
such as a discount department store or large specialty/discount apparel store.
Lifestyle Centres

A new designation that has a loose definition. Generally, it's a center that does not haven
anchor tenant in the classic sense (that is, a department store). However, lifestyle centres
increasingly have a cinema as a major tenant. Others have just a small collection of exclusive
shops.
Outlet Centres
Characterized as manufacturers' outlet centres between 50,000 and 400,000 sq. ft.
Regional Centres
Characterized as having between 400,000 and 800,000 sq. ft. usually two or more anchors
such as a conventional department store, junior department store, mass merchant, discount
department store, or fashion apparel store.
Super regional Centres
Characterized as having over 800,000 sq. ft. usually three or more anchors, such as a
conventional department store, junior department store, mass merchant, or fashion apparel
store.
Theme/Festival Centres
Characterized as tourist-oriented, retail and service centres between 80,000and 250,000sq. Ft.
Components of shopping mall
Food court
A shopping mall food court consists of food vendors offering a selection of food. At atypical
food court, food is ordered at one of the vendors and then consumed at a seating area, which
is normally a plaza surrounded by the counters of the multiple food vendors
Department stores
A department store is a retail establishment which specializes in selling a wide range of
products without a single predominant merchandise line. Department stores usually sell
products including apparel, furniture, appliances, electronics, and
Additionally select other lines of products such as paint, hardware, toiletries, cosmetics,
photographic equipment, jewellery, toys, and sporting goods. Certain department stores are

further classified as discount department stores. Discount department stores commonly have
central customer checkout areas, generally in the front area of the store. Department stores
are usually part of a retail chain of many stores situated around a country or several countries.
Some of the shopping in Bangalore
The Forum Mall
Orion Mall
The Collection – UB City

CHAPTER-2
REVIEW OF LITERATURE
Review of literature on online shopping
This chapter will mainly discuss on the study that are done by previous research of other
authors in the similar area of the present study. Throughout this chapter, there will be
comprehensive discussion on theoretical and practical views of previous studies done in
online shopping and offline shopping for apparels. This study combines factors that other
studies have done that will influence the consumer's purchasing decision in online and offline
stores for apparels. It includes the price attractiveness, time saving, perceived risk, enjoyment
and excitement, tangibility and high interactivity. All of these factors will contribute to the
study of customer's purchasing intention for apparels on both stores which includes online
and offline shopping. Pan, (2007) defined purchasing intention as the eagerness of purchasing
the product. Similarly, Engel, Blackwell and Miniard, (1990) defines purchasing intention as
a psychological process of decision-making. In online shopping, it is expected that shoppers
are more likely to associate price attractiveness and time saving with their intention to shop
while in offline shopping, consumers are more likely to associate tangibility, high
interactivity and enjoyment with their intention to shop. As a result, online marketers or
retailers should be aware of the problems faced by the consumers and their perceived risk to
increase their intention to shop in online. Designers must take note of consumers' needs
because the usability is the starting point to get the confidence and support of the consumers
(Alzola et. al., 2006).
Research Variables
In this part of the study, definition and citations from other authors of the dependent and
independent variables in the similar area of research will be presented here.
Purchase Intention
From the study of Pan (2007, p.5), the author cited from Engel, Blackwell and Miniard
(1990), that defines purchasing intention as a psychological process of decision-making.
According to Pan (2007), "purchasing decision process" is when the relevant information is
searched by the consumers that are motivated by the fulfillment of demands according to
personal experience and the external environment; then after accumulating a certain amount

of information, they begin to evaluate and consider; and finally after comparison and
judgement, they make the decision on certain products.
Price attractiveness
Price is a form of monetary that people use for any transactions. It is predicted that price of a
product differs in online and offline shopping. According to Xia and Monroe (2009),
consumers will save in monetary when there are price promotions on specific products. In an
online context, consumers are more likely to depend on the price cues to determine the
quality of a product which are presented in the web site because they cannot see or touch the
actual product (Jiang and Rosenbloom, 2005). The study of So, Wong and Sculli (2005)
resulted that when there is the presence of promotional offers, consumers will have higher
intention to purchase in web-shopping; purchasing decisions and choice making from
alternative evaluations can be made easily when there is the presence of promotional offers.
Time saving
Time is also perceived as one of a factor that relates with intention to purchase in a shopping
context. It is believed that consumers have their own perception of time, whether or not to
shop from the internet. According to Hansen and Jensen (2009), accomplishing the shopping
trip as soon as possible refers to the time-saving oriented consumers and they prefer store
choices favouring quick shopping; people who dislike shopping and approaching for time
saving retail stores refers to the economic shoppers or known as "problem-solvers".
Perceived risk
Perceived risk is defined as consumer experiencing consequences or the amount of
uncertainty in contemplating as particular purchase decision. (Cox and Rich, 1964).
Similarly, Gronhaug, (1976); Newall, (1977); Upah, (1980) defined perceived risk as the
potential of unfavourable consequences and the level of uncertainty in a purchasing situation.
Stone and Gronhaug (1993) defined perceived risk increases psychological costs when
feelings of discomfort occur in an individual. According to Walker and Johnson (2006), they
stated that perceived risk has two main concerns. First is concerning the service delivery
system's technical performance or functional reliability; and second is concern on privacy and
security.

Enjoyment and excitement
Excitement is defined as high level of enjoyment and stimulation that has the positive
emotional state (Russell, 1980). Excitement can also be associated as to satisfy retail
outcomes (Dawson, 1990). According to Lotz, Eastlick and Shim (1999), the emotion that
has been considered as the key experience that attracts customer to a shopping mall is
excitement. Jeong, Fiore, Niehm and Lorenz (2009, p.109) cited from (Eroglu, Machleit and
Davis, 2003; Mano and Oliver, 1993) that emotional pleasure is defined as the degree of
happiness and pleasantness and arousal as the degree of stimulation, excitement, and
alertness; therefore, dimensions of emotional pleasure and arousal may mediate consumer
experiences and web site patronage intention. Similarly, as the web site's shopping is more
enjoyable, consumers are more likely to purchase a product (Monsuwe, Delleart and Ruyter,
2004).
Tangibility
Regardless of online shopping or offline shopping, tangibility is expected to be a factor that
consumers will consider during the purchasing process. Tangibility products including shoes
and clothes; although it is considered as standardized products, consumers need to feel it and
touch it to make their purchasing decisions (Rajamma, Paswan and Ganesh, 2007).
Consumers are particular about the tangibility of a product is because they need the security
and assurance of the product purchased is in a good condition and assurance of purchasing
the right thing.
High Interactivity
Interactivity is defined as the degree to which two or more communication parties can act on
each other, on the communication medium, and on the messages and the degree to which
such influences are synchronized (Liu and Shrum, 2002, p.54). According to McMillan and
Hwang (2002), interactivity is defined as direction of communications, user control and time.
Interactivity can be applied in online and offline shopping. The terms of interactivity in an
online context is based on the detailed information given, easy-to-read or descriptive
information is available (Park and Stoel, 2005) and also the degree of communication
between the buyer and the seller. In an offline context, interactivity will be based on the
atmosphere of the shopping mall and also the interaction between the consumer and the
shop's promoter.

Store type (Moderating variable)
In this study, store type is divided into two, which is online store and offline store. Online
stores are stores that sells product but through a virtual medium; offline shopping is also
known as bricks and mortar that sells product and has a face-to-face communication between
the buyer and seller. Bricks and mortar outlets are known as more tangible to the consumers
because it has a physical location which is a building that everyone can visit and have all the
attached sensory cues (Rajamma, et al., 2007). According to Lindstrom, (2001) which was
cited by Rajamma, Paswan and Ganesh (2007), it is easier to market the product on
traditional stores than the internet because consumers can feel and touch the product, and
they can even wear it on the spot. Bricks and mortar is also known as shopping malls because
it has a physical location where consumers can visit. Consumer's lifestyle is affected by the
role of shopping malls (Terblanche, 1999) because it can act as a community centre for public
and other recreational activities (Ng, 2003).
There are five advantages of online shopping stated by Grewal, Iyer and Lavy (2004). First,
consumers can browse through the internet for product assortment with less effort, less
inconvenience and less time involvement. Second, with the existence of online shopping,
consumers can obtain the knowledge of a product efficiently so that they can make better
purchasing decision while shopping. Third, consumers can compare product features,
availability and prices easily, effectively and efficiently than traditional shopping stores.
Fourth, consumers can be assured of anonymity when purchasing sensitive products because
internet shopping provides a level of anonymity. Fifth, consumers can do online shopping if
they perceived that traditional shopping has a high level of time and cost to invest because the
level of convenience for online shopping is higher.
However, there are also disadvantages that we can find in online shopping. Some consumers
may have high perceived risk when they shop in the internet. According to Pavlov, Liang and
Xue (2007), consumers are very concerned in online transaction because they are concern
about the uncertainty and risk. If consumers are not assured that their credit card information
is secure and protected, they will be hesitate to shop in the internet. Besides that, contact and
interactivity between the seller and buyer in an online context is also very important and it is
vital to be applied in e-shopping. When a buyer is not able to contact with the seller when
they meet problems regarding the product, they will easily become frustrated (Chiu, Chang,
Cheng and Fang, 2009).

Review of literature on online shopping summary
In the literature review, many authors have done their research on the customer's perceived
risk when shopping in the internet. There is few articles available which compares the factors
contributing the intention to purchase in online and offline shopping for apparels. This study
will discuss more on the factors that will contribute to the consumer's purchasing intention
for apparels which comprises of price attractiveness, time saving, perceived risk, enjoyment
and excitement, tangibility and high interactivity.
Review of literature on Shopping Malls
MERYL PAULA GARDNER in her paper “Mood States and Consumer behavioural
Critical Review” (1999) explore the mood and state of consumer while buying goods and
services are discussed along with POP and communication mix that is IMC and effects
are discussed.
Richard A Feinberg and Jennifer Meoli in their paper “Brief History of the mall”
(1999) highlights the emergence of shopping malls with the concept of shoppertainment.
Peter H. Bloch and Mr. Marsha L. Richens in their research paper “Shopping without
purchase: An investigation of consumer browsing behaviour.” (1999)Established the
importance of browsing behaviour as significant form of consumer behaviour which can
occur independently of specific purchase occasions.
Roy D. Howell and Jerry D Rogers in their research paper “Research into shopping
mall choice behaviour” (2001) explores some of the issues relevant to research into
shopping mall choice behaviour including the measurement of patronage, situational
specificity and the level of aggregation in parameter estimation.
Richard Michon , Hong Yu , M. Donna Smith and Jean Charles chebat in their
research paper “The influence of a Mall Environment on Female Fashion shoppers value
and behaviour”(2001) explores how the shopping mall environment influences the
shopping experience and approach behaviour of female shoppers.
Michel Laroche, Lefa Teng , Richard Michon and Jean Charles in their article
“incorporating service quality into consumer mall shopping decision making: a
comparison between English and French Canadian consumers” (2005) investigated the
consumers evaluations of service quality in a shopping environment mediate their
pleasure and purchase intention and consumer mall shopping decision making process is
invariant across English and French and Canadian consumers.

Charles Dennis in his research paper “Why do people shop where they do? The attributes
of shopping centres that determine where consumers choose to shop” (2005) investigated
the fact that what determines where people shop? Why would people visit one shopping
centre rather that another.
Chandan A Chavadi and Shilpa S. Kokatnur: In their paper “Driving factors and
effectiveness of sales promotion in shopping malls:” a consumer perspective: (April2010)
investigated the factors driving customers towards shopping malls and popular consumer
promotional tools which influence buying behaviour of the customers and Concluded that
in spite of the challenges, sales promotions act as a weapon for marketing the Products
and services.
Swaroop Chandra sahoo and prakash Chandra Dash: In their paper “Consumer
Decision making styles in shopping malls – An empirical study in the Indian context”
(2010) investigated the different demographic variables affect the Decision making style
with shopping malls. Researcher identified nine decision making style which influence
the buying habits.
Rupesh Kumar Tiwari, and Anish Abraham, in their paper “ understanding the
consumer behaviour towards shopping malls in Raipur city (2010) in their research paper
explore the emergence of malls, as an important and significant destination for shopping,
recreation and socialization has turned the face of the retail industry in India. Cities of
India like Delhi, Mumbai, and Bangalore etc have received colossal economic and social
contributions from these malls making them one of the most prominent cities not only in
India but around the globe as well. Even, small cities like Raipur is now eye witnessing
the same phenomenon, described earlier as the “mall culture”
Rajgopal in his paper “Growing shopping malls and behaviour of urban shoppers” (2010)
this study examines the impact of growing congestion of shopping malls in urban areas on
shopping convenience and shopping behaviour. Based on the survey of urban shoppers,
the study analyses the cognitive attributes of the shoppers towards attractiveness of
shopping malls and intensity of shopping. The results of the study reveal that the
ambience of shopping malls, assortment of stores, sales promotions and comparative
economic gains in the malls attract higher customer traffic to the malls.

CHAPTER -3
PLAN OF STUDY
Research
According to Robert Ross, “Research is essentially an investigation, a recording and analysis
of evidence for the purpose of gaining knowledge.”
The goal of research is to discover new facts, establishment of new relationship, creation of
new concepts, and verification of existing concepts, finding a solution to a problem or
satisfying one’s desire to know.
Research design
Research Design is the conceptual structure with in which research is conducted. It
constitutes the blueprint for the collection of measurement and analysis of data. It is the
method of finding solution to a problem and adding a new knowledge to the existing body of
knowledge.
Title of the study
A study on different aspects of Online Shopping versus Mall Shopping
Objectives of the study
 To obtain familiarity of the study.
 To determine the characteristics of sample taken from the whole population.
 To establish new research to contribute to program planning and evaluation.
Scope of the study
 To analyze whether online shopping is more convenient way of shopping or
mall shopping is considered convenient.
 The study would be based upon the primary data that will be collected through
the means of questionnaire by the direct approach.
Research Methodology
Research methodology explains the overarching theoretical and philosophical frameworks
which guide the researcher. It aims at the employment of the correct procedures to find out
solutions.

Sampling
It is the subject on which measurement is taken from the whole population. It is the unit of
study. A part of the population is known as sample. The process of drawing a sample from
the larger population is called as sampling.
Sample unit: The sampling unit consist of respondents from all walks of life.
Example: different age groups, sex, nationality, etc.
Sample time: Sample time is the total time taken or used to find the result from the
sample unit.4 weeks is the sample unit.
Sample size: The number of elements include in the sample is called the sampling
size.50 is the sample size.
Type of Research
It is a comparative research. It is require finding out the difference between the online
shopping and offline shopping.
Data Collection
Data collection is of two types. They are:
Primary data collection: the data collected by observation, personal interview, telephone
interview, by mailing questionnaires and survey.
Secondary data collection: The data collected by obtaining from existing records,
publications, journals, magazines, etc.
Plan of analysis
There are four division of age group in the questionnaire to examine which group is going for
more online shopping and which group is going for more offline shopping or mall shopping.
Limitation of Study
There is no guarantee in quality of products in online shopping
Limitation in physical choice.
Lack of choice in pricing in mall shopping
Waste of time in mall shopping
Toffer competitions leading to lower margin.

CHAPTER-4
DATA COLLECTION AND ANALYSIS
PRIMARY DATA ON ONLINE SHOPPING
Online shopping ecommerce stores or websites may be the next future of shopping. this
ecommerce websites may be the reason for the closing down of the physical stores and malls.
This web world contains the lots of beautiful and incredible online shopping websites.
Various online shopping stores deals in different categories like electronics, clothes,
footwear, optical etc. today on web you can find lots of ecommerce stores sell products at
high or cheap price, so you are in lots of confusion from where to buy & when to buy. so to
remove your confusion we did research and get some great online shopping ecommerce
websites that helps you to buy a quality product at fair cost. you can also get coupons for
these online shopping sites on this websites
Here is the List of Top Ten Online Shopping Websites, take a closer look at all may be it
helps you to find the best products for you.
1. AMAZON
A world’s no 1 ecommerce store in the world. You would love to do online shopping at
amazon.com because of its easy to use interface, various easy payment methods, quick
checkout and great discounts facility. The best features of this company are affordable rates,
quick and fast delivery and large collection of all items in various categories.

2. EBAY
ebay.com, another popular name in online shopping websites list, on eBay you can not only
buy products, you can also sell your products. Make an online shopping store using eBay
store web application; just add your products their content, images and their description and
your eBay store is ready to rock. This feature can be profitable to buyers and sellers because a
buyer can get their wanted product at low rates and a seller can earn some cash using
ebay.com. They are also providing the best offers and deals on some occasions like cyber
Monday, black Friday, father’s day etc.
3. WALMART
Walmart malls mostly popular shopping locations in the US, now become a large popular
name in online shopping sites.
Walmart deals in electronics, home appliances, automobiles, sports, toys, fashion accessories,
gifts, crafts, pharmacy, grocery and many more categories. Walmart also offers free shipping,
discount coupons, discount on special occasions. This website is so shopping friendly & it’s
easy to use interface make this site more popular.

4. ALIBABA
alibaba.com, mostly used for global trading for buyers and sellers. This websites is mostly
popular in china and Asia region. The concept behind alibaba.com is making bridge between
suppliers and buyers. It gives the suppliers to sell their things at cheap cost and buyers get the
products at the best rate. There are more than two million supplier storefronts on alibaba.com.
This website also provides features like comparing between products, secure payment
gateway, quick checkout & fast home delivery of products.
5. TARGET
One of the worth shopping online site on the web. On target.com you can easily find products
related to mens, women and kids. this website provides facilities like flexible buying process,
free shipment, great discounts and best deals etc. you can done your online wedding registry
or child registration at target.com using their registry services. The best thing about
target.com is it sells all the things that you need in your daily life.

6. FLIPKART
Reason for flipkart.com is here because of its high rises in very low time. This site is mostly
popular in India and Asia pacific region. At first flipkart.com has started as a online book
store. After being popular it becomes the store to shop for mobiles, apparel, footwear,
lifestyle accessories, televisions, washing machines, refrigerators, laptops and mp3 players.
flipkart.com displays products with brief description, features off that products and also
useful reviews and comments of that product so these review can be helpful to other
customers to choose whether the product is buyable or not. These features make an excellent
ecommerce site like flipkart.com
7. BESTBUY
bestbuy.com, a consumer friendly store mostly deals in electronics. It always features latest
devices on electronics. This ecommerce website also offers installation and repairing services
on products. this website deals with the big brands like Samsung, Dell, HP, Sony, LG and
other brands to get the best products with affordable price. So if you want to buy electronics
products, installations and services at best rates for just go for bestbuy.com

8. NEWEGG
Newegg.com another fascinating store for mobiles, tablets, laptops. It also sells the online
software’s for audio, video, games, educational software, antiviruses, digital imaging,
operating systems, programming and web development. This ecommerce website contains
more than three million products to sell and mostly popular in techfreak people & eshoppers.
9. OVERSTOCK
overstock.com, online discount retailer on web. Overstock.com contains library of products
for clothes, bedding, jewellery, furniture and cars. This website is also known as http://O.co.
this ecommerce store sells high quality products with excellent price and quickly delivery to
your address. the one main thing for overstock.com is, it is selling cars online, may be an
unique feature because few sites provides online car selling on webs.

10. SHOP
shop.com, a new way to shop online. it’s a shopping comparison website that let you to
compare the product, compare the product features, displays which feature is available in this
product and which is not, and it gives you a idea which product is to buy and why this
product is more great then other product. An incredible thing about shop.com is also
providing auctions on selected products, and great thing is bidding minimum amount is $1, so
if anyone don’t bid on that product you can get that product only in 1$.

PRIMARY DATA ON SHOPPING MALL
ORION MALL
Orion Mall is a shopping Mall at Brigade Gateway Enclave in Bangalore, Karnataka, India
developed by Brigade Group (Developer).Orion mall with a total mall area of 1.1 million sqft
is the 3rd largest mall in Bangalore.
About
Orion Mall is part of a premium integrated enclave known as Brigade Gateway which houses
World Trade Center, Sheraton Grand Hotel, Columbia Asia Hospital apart from the mall in
its premises. Orion mall has 4 floors of retail space which includes shopping zones,
multiplex, Food & Dining including lakeside cafes and bowling & gaming zones.
Entertainment & Leisure
Places for entertainment and leisure activities in the mall are,
11-screen, 2,800-seat capacity apart from 144 seat gold class screens PVR Cinemas multiplex
BluO - the 27-lane bowling centre
Time Zone an 8000 sq-ft gaming zone
Food & Dining
Food court is spread over an area of 60,000 sq-ft which is known as Sauce Pan. It houses
several food stalls few among them are Beijing bites, Empire, Fish & chips, Kailash parbat,

Mad over donuts, Mangalore express, McDonalds, Rajdhani, Sbarro, Subway, Sukh sagar
and Yogurberry.
Events
Orion mall hosted an automobile exhibition Fuel Auto Expo 2014 organised by Pulse events
from 7 to 9 March 2014 featuring cars and bikes from leading manufacturers, vehicle
accessories along with other events such as vintage car show and bike stunts.
In September, 2012, Indian Air Force organised an exhibition at the mall to showcase its
capabilities. It had several events part of the expo which included flight simulators, life-sized
models of aircraft, air-warriors performing drills and IAF themed arcade game.
Garuda Mall
Garuda Mall is a premier shopping mall in the city of Bangalore, India. It is situated on
Magrath Road at the heart of the central business district in Bangalore, near Brigade Road.
The mall has opened another branch in the Heritage City, Mysore near K.R. Circle.

Site and built-up area
The Garuda mall is spread out over 126,000 square meters and includes 30,000 square meters
of shopping and entertainment space on six floors and 180 stores.
Mall facilities
Retail stores
Entertainment/activity centers
Multiplex cinemas (Inox)
Multi-storey parking
Food court
Multi-cuisine restaurants
Stores
 Art and Photography: Presto Kiosk
 Books and Stationary: William Penn
 Children: Shoppers Stop, Westside, Archies Gallery and Mother care
 Department Stores: Shoppers Stop, Westside
 Fashion and Accessories: Forever 21, Aldo, Promod, Call it spring, Sunglass hut, Ray
ban, Arrow, Mango, Allen Solly, Van Heusen, Louis Phillipe, Jashan, Soch, Allen Solly
Women, Mustard, Levi's, Accessorize, LP Premium, Baggit, , Mint, Exclusive Demoza
Kiosk at 2nd floor.
 Fashion Lingerie: Enamor, Forever New
 Footwear: Reebok, Adidas originals, Nike, Soles, Puma
 Gold and Jewellery: Sia Art, Dev's
 Health and Beauty: Sand, Health and Glow, Inglot, Color bar
 Home Furnishings: Fab India, Pure home and living
 Mobiles and Accessories: Imagine, Capdase, Jumbo
 Specialty Stores: The Body Shop, Zimson, Just watches, Swarovski, Hide sign, Timex,
Exclusive Casio Kiosk 1st
 Miscellaneous: Samsonite,See & Take
 ATM and Finance: Citibank, HSBC,

Controversies
The mall has come under criticism for its safety measures as the lift in the mall had crashed in
2005 and, in a separate incident, a boy had died of fall from a higher floor in 2007.
Garuda Mall is built on the land owned by Bruhat Bengaluru Mahanagara Palike (BBMP),
and the two parties have a history of conflicts over profit sharing. The BBMP and Garuda
Mall have a memorandum of agreement on a 48%-52% basis.
In January 2011, the BBMP Standing Committee (Markets) decided to carry out a surprise
inspection of the mall. According to the Committee chairman and Basaveshwaranagar Ward
S corporator SH Padmaraj, they had received complaints of "building deviation by the mall-
owner". Padmaraj alleged that the mall was cheating BBMP while housing more than 80
shops on a single floor, while paying a monthly rent of ₹ 3.5 million to the BBMP for only 80
shops. He also alleged that the mall had encroached upon a stormwater drain and had
converted a parking lot into a food court, violating the agreement. The mall's majority owner
Uday Garudachar claimed that the committee members had no right to conduct an inspection
without his permission. He also alleged that the inspection was carried out because he had
refused the corporators' demand for a bribe.
THE FORUM (SHOPPING MALL)
The Forum is a shopping mall located on Hour Road in Koramangala, Bangalore, Karnataka,
India developed by Prestige Group.
Forum Mall, Koramangala

Landmark Bookstore inside The Forum
Inside The Forum
The Forum was Bangalore's first full-fledged mall with a multi-storey book store, 12 cinema
halls and other entertainment facilities. The mall is an attraction for tourists. The shopping
mall houses 72,000 m2 (780,000 sq ft) of shops over five levels. A major attraction at the
mall is the multiplex, PVR.
Entertainment & Leisure
Retail Shops over 5 floors
PVR Cinemas - 2,100 seating capacity, 11 screen multiplex
The Transit Lounge Food court houses the first McDonald's in South India, along with
several other food and beverage outlets.
Accidents and incidents
On January 26, 2009, a minor electrical fire broke out at Transit, the food court at the mall
which however was quickly contained and nobody was injured during this incident.

SECONDARY DATA ON ONLINE SHOPPING
Online shopping (sometimes known as e-tail from "electronic retail" or e-shopping) is a form
of electronic commerce which allows consumers to directly buy goods or services from a
seller over the Internet using a web browser. Alternative names are: e-web-store, e-shop, e-
store, Internet shop, web-shop, web-store, online store, online storefront and virtual store.
Mobile commerce (or m-commerce) describes purchasing from an online retailer's mobile
optimized online site or app.
An online shop evokes the physical analogy of buying products or services at a bricks-and-
mortar retailer or shopping center; the process is called business-to-consumer (B2C) online
shopping. In the case where a business buys from another business, the process is called
business-to-business (B2B) online shopping. The largest of these online retailing corporations
are Alibaba, Amazon.com, and eBay.
International e-commerce statistics
Customers
Product selection
Payment
Product delivery
Shopping cart systems
Design
o Information load
o Consumer needs and expectations
o User interface
Market share
Advantages
o Convenience
o Information and reviews
o Price and selection
Disadvantages
o Fraud and security concerns
o Lack of full cost disclosure
o Privacy
Product suitability
Aggregation

SECONDARY DATA ON SHOPPING MALL
Essential Steps to follow if you are planning to build a Shopping Mall
Land: Location, Location, Location is everything!
Make sure the land is easy accessible, ideally on the main road
Is not too far away from the nearby city
Has enough “own” parking facility
Does not create traffic congestion
Market
Customer Segment
‘Something Different” Factor
Case Studies
Research
Finalize your idea of the Mall
Branding your mall
Operation & HR Expenses
IT & Technology Plan
Investors
Financial Plan
Rework the business model
Selecting the architect
Start Branding Early
Hunt for right tenants
Professional management

Analysis of the data:
1. Gender
TABLE: 1
TABLE SHOWING THE GENDER DISTRIBUTION OF THE SAMPLE
Analysis
Out of 50 samples 28 are males and 22 are females.
Graph: 1
Interpretation: The above graph represents genders of samples. Males represent 56%
of samples. Females represent 44% of samples.
56%
44%
Gender
Male
Female
Gender Samples Percentage
Male 28 56%
Female 22 44%
Total 50 100%

2. Have you ever used online shopping?
Table: 2
Particulars Samples Percentage
Yes 33 66%
No 17 34%
Total 50 100%
Analysis:
 33 people are familiar with online shopping.
 17 people are not familiar with online shopping.
Graph: 2
Interpretation: The above graph represents that most of the people are familiar with
online shopping and few are not.
66%
34%
Used online shopping
Yes
No

3. How often do you have online shopping?
Table: 3
Twice a week or above 19 38%
Weekly 20 40%
Once per two weeks 5 10%
Monthly 5 10%
Occasionally 1 2%
Total 50 100%
Analysis:
 19 people use online shopping twice a week or above.
 20 people use online shopping weekly.
 5 people use online shopping once per week.
 5 people use online shopping monthly.
 1 people use online shopping occasionally
Graph: 3
Interpretation: The above graph represents that most of the people are interested in going
for online shipping twice a week or above and weekly and 5 people uses monthly.
38%
40%
10%
10%
2%
People often use online shopping
Twice a week or above
Weekly
Once per two weeks
Monthly
Occasionally

.
4. People shopping per month in online shopping.
Table: 4
Below Rs.999 16 32%
RS.1000 - RS.4999 15 30%
RS.5000 - RS.9999 12 24%
RS.10000 or above 7 14%
Total 50 100%
Analysis:
 16 People shopping per month in online.
Graph: 4
Interpretation: The above graph represents that the people most likely to spend
between RS.1000-5000 per month.
32%
30%
24%
14%
People shopping per month in online shopping.
Below Rs.999
RS.1000 - RS.4999
RS.5000 - RS.9999
RS.10000 or above

5. Price of goods (Rating) in online shopping.
Table: 5
1 star 5 10%
2 star 4 8%
3 star 5 10%
4 star 26 52%
5 star 10 20%
Total 50 100%
Analysis:
 5 people given 1 star for pricing of goods in online shopping.
 4 people given 2 stars for pricing of goods in online shopping.
Graph: 5
Interpretation: The above graph represents that most of the people given 4 star and 5 star
that represents people are interested in online shopping.
10%
8%
10%
52%
20%
Price of goods (Rating)
1 Star
2 Star
3 Star
4 Star
5 Star

6. Quality of goods (Rating) in online shopping.
Table: 6
1 star 6 12%
2 star 6 12%
3 star 13 26%
4 star 10 20%
5 star 15 30%
Total 50 100%
Analysis:
 6 people given 1 star for quality goods in online shopping
 6 people given 2 stars for quality goods in online shopping
Graph: 6
Interpretation: The above graph represents that most of the people give 3 star, 4 star,5
star that means the quality of the products can be improved for the customer satisfaction.
12%
12%
26%
20%
30%
Quality of goods (Rating)
1 Star
2 Star
3 Star
4 Star
5 Star

7. Variety of goods (Rating) in online shopping.
Table: 7
1 star 5 10%
2 star 4 8%
3 star 5 10%
4 star 26 52%
5 star 10 20%
Total 50 100%
Analysis:
 5 people given 1 star for variety goods in online shopping.
 4 people given 2 stars for variety goods in online shopping.
Graph: 7
Interpretation: The above graph represents that most of the people given 4star rating
so the variety of goods is pretty good and can be improved in online shopping.
10%
8%
10%
52%
20%
Variety of goods (Rating)
1 Star
2 Star
3 Star
4 Star
5 Star

8. Design of the website (Rating) in online shopping.
Table: 8
1 star 5 10%
2 star 6 12%
3 star 7 14%
4 star 10 20%
5 star 22 44%
Total 50 100%
Analysis:
 5 people given 1 star rating for design of website in online shopping.
Graph: 8
Interpretation: The above graph represents that most of the people given 5star rating
for the website designing in online shopping.
10%
12%
14%
20%
44%
Design of the website (Rating)
1 Star
2 Star
3 Star
4 Star
5 Star

9. Payment method (Rating) in online shopping.
Table: 9
1 star 8 13%
2 star 7 12%
3 star 15 25%
4 star 16 27%
5 star 14 23%
Total 50 100%
Analysis:
 8 people given 1 star rating for payment method in online shopping.
Graph: 9
Interpretation: The above graph represents that people believe that the payment
transactions can be more secure in online shopping.
13%
12%
25%27%
23%
Payment method (Rating)
1 Star
2 Star
3 Star
4 Star
5 Star

10. Advantage(s) of online shopping.
Table: 10
Having comparison shopping 15 30%
Getting latest product information 12 24%
Time-saving 10 20%
Money-saving 5 10%
24-hour accessibility 8 16%
Total 50 100%
Analysis:
 15 people feel useful in having comparison shopping.
 12 people feel useful in getting latest product information.
 10 people feel useful in time saving.
 5 people feel useful in money saving.
 8 people feel useful in any time accessibility.
Graph: 10
Interpretation: The above graph represents that people are more attracted to discounts
and for saving time and availability of various brands as advantages in online shopping.
30%
24%
20%
10%
16%
Advantage(s) of online shopping
Having comparison shopping
Getting latest product
information
Time-saving
Money-saving
24-hour accessibility

11. People recommending others to use online shopping.
Table: 11
Yes 41 82%
No 9 18%
Total 50 100%
Analysis:
 41 People recommending others to use online shopping.
 9 People recommending others to use online shopping.
Graph: 11
Interpretation: The above graph represents that most of the people are interested in
recommending online shopping to others and few are not interested in recommending to
others.
82%
18%
Recommendothers to use online shopping
Yes
No

12. Reasons for People never going for online shopping before.
Table: 12
Not familiar with online shopping 12 24%
Worry on payment security 15 30%
Worry on personal privacy 10 20%
Worry on product quality 13 26%
Total 50 100%
Analysis:
 12 not familiar with online shopping.
 15 worry on payment security.
 10 worry on personal privacy.
 13 worry on product quality.
Graph: 12
Interpretation: The above graph represents that people are worried on personal privacy,
payment security, and product quality in online shopping so that made these people not going
for online shopping.
24%
30%
20%
26%
Online shopping before
Not familiar with online
shopping
Worry on payment security
Worry on personal privacy
Worry on product quality

13. Frequency of visits to shopping malls.
Table: 13
Yes, often 28 56%
Yes, but only if need arises 15 30%
No 7 14%
Total 50 100%
Analysis:
 28 people said yes for often visiting shopping malls.
 15 people said yes only if needs arises visiting shopping malls.
 7 people said no for visiting shopping mall.
Graph: 13
Interpretation: The above graph represents that most of the people are interested in
going for shopping malls for shopping and very few are not interested in going to
shopping malls.
56%30%
14%
Visit shopping malls
Yes, often
Yes, but only if need arises
No

14. People often visiting Shopping Malls.
Table: 14
More than once in week 5 10%
4-5 times in a month 6 12%
Once in a month 7 14%
Rarely 22 44%
It’s been long when i last visit
a mall
10 20%
Total 50 100%
Analysis:
 5 people visits shopping mall for more than once in week.
 6 people visits shopping mall for 4-5 times in a month.
 7 people visits shopping mall for once in a month.
 22 people visits shopping mall for rarely
 10 people visits shopping mall for long periods.
Graph: 14
Interpretation: The above graph represents that most of the people go for shopping
malls rarely.
10%
12%
14%
44%
20%
Often Visit malls
More than once in week
4-5 times in a month
Once in a month
Rarely
It’s been longwhen i lastvisita
mall

15. General purpose for visiting shopping malls.
Table: 15
I love Window shopping 8 16%
Entertainment/recreational facilities-
amusement parks, bowling, skating etc
7 14%
Eat food, drink and stuff like that 10 20%
To hang out with friends and have a
quality time
5 10%
Simply shopping 20 40%
Total 50 100%
Analysis:
 8people love window shopping.
 7people goes for entertainment.
 10 people like Eat food, drink and stuff like that
 5 people goes to hang out with friends and have a quality time
 20people for simply shopping.
Graph: 15
Interpretation: The above graph represents that people goes for shopping malls for
shopping, entertainment and to hang out with friends.
16%
14%
20%
10%
40%
General purpose of visit to shopping malls
I love Window shopping
Entertainment/recreational
facilities-amusement parks,
bowling, skating etc
Eat food, drink and stuff like that
To hang out with friends and
have a quality time
Simply shopping

16. Kind of products or services normally purchased in shopping malls.
Table: 16
Cafe/lounge 5 10%
Consumer goods/ Everyday
basic need good
4 8%
Accessories 6 12%
Clothes & Foot wears 11 22%
Electronic Goods (TV, AC,
etc.)
24 48%
Total 50 100%
Analysis:
 5 people go for Cafe/lounge
 4 people go for Consumer goods/ Everyday basic need good
 6 people go for Accessories
 11people goes for shopping clothes and footware.
 24 people goes for shoppig electronic gadgets.
Graph: 16
Interpretation: The above graph represents that people mostly goes to buy clothes,
footwear and electronic gadgets in shopping malls.
10%
8%
12%
22%
48%
Products or services normallypurchase in
shopping malls
Cafe/lounge
Consumer goods/ Everyday
basic need good
Accessories
Clothes & Foot wears

17. Services that attracts to visit the mall of your choice.
Table: 17
Service Quality and support
services
10 20%
Air-conditioning
& Soothing Background music
2 4%
World Class Brands & services 10 20%
Popularity among
peers and acquaintances
13 26%
Distance from my home 15 30%
Total 50 100%
Analysis:
 10people likes the sevice provided.
 15people likes to goes out for sometime.
 10people likes world class brands available.
Graph: 17
Interpretation: The above graph represents that people are interest in going out for
some time and for good services available in shopping mall.
20%
4%
20%
26%
30%
Attracts to visit the mall
Service Quality and support
services
Air conditioning & Soothing
Background music
World Class Brands & services
Popularity among peers and
acquaintances
Distance from my home

18. People visiting various Shopping malls often.
Table: 18
The Forum Shopping Mall 28 48%
The Garuda Mall 10 17%
UB City Mall 8 14%
Esteem Mall 5 9%
Mantri Square Mall 7 12%
Total 50 100%
Analysis:
 28people are interested to go for The Forum mall.
 10people are interested in going for Garuda mall.
 8 people are interested to go for UB City Mall
 5 people are interested to go for Esteem Mall
 7 people are interested to go for Mantri Square Mall
Graph: 18
Interpretation: The above graph represents that most of the people are interested in going
to The Forum mall and Garuda mall for shopping.
48%
17%
14%
9%
12%
Shopping malls often
The Forum Shopping Mall
The Garuda Mall
UB City Mall
Esteem Mall
Mantri Square Mall

19. Perceiving preferred brand of Mall.
Table: 19
High standards, Low priced
brands
12 24%
High standards, highly priced
brands
24 48%
Low standards, High priced
brands
6 12%
Low standards, Low priced
brands
8 16%
Total 50 100%
Analysis:
 12people found high standards, low priced brands
 24 people found high standards, highly priced brands.
 6 people found Low standards, High priced brands
 8 people found Low standards, Low priced brands
Graph: 19
Interpretation: The above graph represents that most of the people found high standards,
highly priced brands in shopping malls.
24%
48%
12%
16%
Preferredbrand of mall
High standards, Low priced
brands
High standards, highly priced
brands
Low standards, High priced
brands
Low standards, Low priced
brands

20. Visiting to shopping mall with.
Table: 20
On my own 2 4%
With my partner 18 36%
With a friend 6 12%
With friends 4 8%
With family 20 40%
Total 50 100%
Analysis:
 18 people are interested going wiht partners.
 20 people are interest going with family.
Graph: 20
Interpretation: The above graph represents that people are interested going with their
partners and with family to shopping malls and very few likes going single.
4%
36%
12%8%
40%
Best describe shopping party
On my own
With my partner
With a friend
With a friends
With family

21. Time spending in the shopping centre.
Table: 21
A few minutes 13 26%
Half an hour 11 22%
One hour 10 20%
A few hours 15 30%
A day 1 2%
Total 50 100%
Analysis:
 13 people are interested staying for few minutes.
 11 people like staying for half an hour.
 15 people like staying for a few hours.
Graph: 21
Interpretation: The above graph represents that most of the people like staying a few
hours in shopping malls.
26%
22%
20%
30%
2%
To spend in shopping centre
A few minutes
Half an hour
One hour
A few hours
A day

CHAPTER-5
SUMMARY OF FINDINGS AND CONCLUSION
Findings on online shopping
Among the top findings of the survey, as put forth by Online Shopping, are the following:
 Convenience was listed as the top reason for shopping online by 74% of the respondents,
and at the same level were purchase goods in online. This is good news for e-tailers, as
the value proposition for online shopping is clear in the minds of shoppers.
 27% of our respondents said they aren’t purchase of their goods online. We believe this
bodes well for e-tailers as online shopping is gaining acceptance.
 95% of respondents look for products information and service information before
purchasing.
Conclusion on online shopping
After having detail study on Online Shopping one can see a great change in the behaviour of
people in many manners like their attitude, buying pattern. In earlier times people use to do
manual shopping but now as time changed people are becoming busy and due to which
technology has brought a new revolution i.e. Online Shopping.
As we started doing survey it came to in notice that young age group people i.e. 15-30 uses or
prefer online shopping because it is time and energy saving. But middle-age group does not
prefer much because they have wrong perception that by seeing the product one can get the
goods of proper quality. And even some people does not prefer using plastic money i.e. credit
cards.
But online shopping has a great future but to be successful it is necessary to spread awareness
about its benefit.

Findings on shopping mall
 45% of respondents look for not to waste of their time.
 Reason for shopping mall by 44% of the respondents, and at the same level was purchase
goods in online. This is good news for e-tailers, as the value proposition for online
shopping is clear in the minds of shoppers.
 56% of our respondents said they were purchase of their goods in shopping malls. We
believe this bodes well for as shopping is gaining acceptance.
 55% of respondents look for product checking and service information before purchasing.
Conclusion on shopping mall
Comparative study of consumers buying behaviour in retail mall—important factor for
marketing of goods.
Suggests how individual, groups and organization select, buy, use and dispose of goods,
services and ideas or experience to satisfy their needs and wants. It also clues for improving
or introducing products or services, setting price, devising channels etc.
Helped realize the class difference through the comparative study.

CHAPTER-6
RECOMMENDATIONS AND SUGGESTIONS
Recommendation on online shopping
They should provide complete information about their products and should make site simple
so that common people can understand how to make purchase - As in online one purchase
goods through credit cards but one can use the approach of cash payment during delivery -
One can use more animation through which they can attract more customers - One can use
the approach of credit points i.e. if one purchase for the first time they get credit points due to
which if they purchase for the second time they can get discount of that much points. Due to
which one increase the repurchase.
Suggestions on online shopping
Security for consumer’s personal details.
More details about the latest products and service information
Web site design can easy to understand for consumer.
No minimum purchase for free Shipping.
Decrease the shipping misplacement.
More offers for consumers.
Delivery of goods has to deliver within 36 hours.
Recommendation on shopping mall
One can use more animation through which they can attract more customers.
They should provide complete information about their products and should make mall
simple so that common people can understand how to make purchase.
As in shopping mall purchase of goods through credit cards but one can use the approach
of cash payment during delivery
One can use the approach of credit points i.e. if one purchase for the first time they get
credit points due to which if they purchase for the second time they can get discount of
that much points. Due to which one increase the repurchase.
Suggestions on shopping mall
More products and services information for consumers.
Free parking for consumers vehicles.
Events for festivals.
Proper emergency exit for people.
Lotteries for who comes to shopping mall regularly.

CHAPTER-7
LEARNING OUTCOMES
The main goal of my internship was to acquire practical knowledge of the technical and
conceptual related to a comprehensive shopping mall environment.
My expectations were that the internship would provide me with a broad foundation in the
analytical and practical aspects of shopping mall, electronic cataloging and presentation of
collection on the Internet.
After talking with supervisor, we agreed that I will get involved with some of the activities
connected with the online shopping mall versus shopping mall project, but that the majority
of my internship would be spent on editing records.
Therefore, my internship had two mayor learning outcomes:
Research and imagining of online shopping mall versus shopping mall selected for
Specific assignments involved:
Preparing the records for public access.
Because I could not change my travel arrangement for the summer, I did my internship in two
weeks in June. That proved to be very fortunate; because very soon it transpired that my lack
of knowledge online shopping mall versus shopping mall can result in some major factual
mistakes. In order to complete this internship with a minimum of professional competency, it
was necessary to make myself familiar with basic terms and techniques.

ANNEXURE
Please read each question and indicate your response by selecting the most appropriate
choice.
1. Have you ever used online shopping?
A. Yes ( )
B. No ( )
2. How often do you have online shopping?
A. Twice a week or above ( )
B. Weekly ( )
C. Once per two weeks ( )
D. Monthly ( )
E. Occasionally ( )
3. How much do you usually spend on online shopping per month?
A. Below RS.999 ( )
B. RS.1000 - RS.4999 ( )
C. RS.5000 - RS.9999 ( )
D. RS.10000 or above ( )
4. Price of goods (Rating)
A. 1 ( )
B. 2 ( )
C. 3 ( )
D. 4 ( )
E. 5 ( )
5. Quality of goods (Rating)
A. 1 ( )
B. 2 ( )
C. 3 ( )
D. 4 ( )
E. 5 ( )
6. Variety of goods (Rating)
A. 1 ( )
B. 2 ( )
C. 3 ( )
D. 4 ( )
E. 5 ( )

7. Design of the website (Rating)
A. 1 ( )
B. 2 ( )
C. 3 ( )
D. 4 ( )
E. 5 ( )
8. Payment method (Rating)
A. 1 ( )
B. 2 ( )
C. 3 ( )
D. 4 ( )
E. 5 ( )
9. Which are the advantage(s) of online shopping?
A .Having comparison shopping ( )
B .Wide variety of brand choices ( )
C. Getting latest product information ( )
D. Time-saving ( )
E. Money-saving ( )
F. 24-hour accessibility ( )
10. Will you recommend others to use online shopping?
A. Yes ( )
B. No ( )
11. Why do you never have online shopping before?
A. Not familiar with online shopping ( )
B. Worry on payment security ( )
C. Worry on personal privacy ( )
D. Worry on product quality ( )
E. Too complicated procedures ( )
F. Expensive shipment fees ( )
12. Do you visit shopping malls?
A. Yes, often ( )
B. Yes, but only if need arises ( )
C. No ( )

13. How often do you visit malls?
A. More than once in week ( )
B. 4-5 times in a month ( )
C. Once in a month ( )
D. Rarely ( )
E. It’s been long when i last visit a mall ( )
14. What is the general purpose of your visit to shopping malls?
A. I love Window shopping ( )
B. Entertainment/recreational facilities-amusement parks, bowling, skating etc. ( )
C. Eat food, drink and stuff like that ( )
D. To hang out with friends and have a quality time ( )
E. Simply shopping ( )
15. What kind of products or services do you normally purchase in shopping malls?
A. Body care services (spa, saloon, and beauty parlours) ( )
B. Cafe/lounge ( )
C. Consumer goods/ Everyday basic need goods ( )
D. Accessories (hand bags, belts, junk jewellery etc.) ( )
E. Clothes & Foot wears ( )
F. Electronic Goods (TV, AC, etc.) ( )
16. What tempts you to visit the mall of your choice (selected above) often?
A. Service Quality and support services ( )
B. Illuminated walkways and Lighting effects ( )
C. Air conditioning & Soothing Background music ( )
D. World Class Brands & services ( )
E. Popularity among peers and acquaintances ( )
F. Distance from my home ( )

17. Which shopping mall do you visit often?
A. The Forum Shopping Mall ( )
B. The Garuda Mall ( )
C. Esteem Mall ( )
D. UB City Mall ( )
E. Mantri Square Mall ( )
18. How do you perceive your preferred brand of mall?
A. High standards, highly priced brands ( )
B. High standards, Low priced brands ( )
C. Low standards, High priced brands ( )
D. Low standards, Low priced brands ( )
19. How would you best describe your shopping party?
A. On my own ( )
B. With my partner ( )
C. With a friend ( )
D. With friends ( )
E. With family ( )
20. How much time would you like to spend in this shopping centre?
A. A few hours ( )
B. One hour ( )
C. Half an hour ( )
D. A few minutes ( )
E. A day ( )
F. None ( )

BIBLIOGRAPHY
Books
The E-Myth by Michael E. Gerber.
Digital Bacon by Alex Rodriguez.
The 100 dollar Start-up by Chris Guillebeau
Journals
MERYL PAULA GARDNER “Mood States and Consumer behavioural Critical
Review”.
Michael J. Thomas “Consumer Market research.
Richard A Feinberg and Jennifer Meoli “Brief History of the mall”
Websites
Google
Wikipedia
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