A study on retail space analysis of entertainment industry

The purpose of this paper is to present a survey of customer preferences of entertainment in different malls of NCR and analysis of space allocated to these malls. The objective is to assess the preferences of the customer and retail mall manager, its space analysis, problems and opportunities for growth.

A survey questionnaire was designed and administered to 200 customers and 10 different malls managers. Data was also collected through e-mails and open-ended face-to-face and telephonic interviews. Secondary data was collected from published articles, industry reports and the Internet. Data collected was collated in SPSS and analyzed. Finally, survey findings were presented before a selected group of customers/mall managers for confirmation and validation of results.

The survey provides significant insights to customers and mall mangers about different malls. It is expected that the findings of the survey would help managers assess the current situation and make informed decisions in terms of allocation of space marked for entertainment. This survey presents an in-depth analysis of the Retail industry, preferences of customer in malls, mall manager‘s viewpoint of space allocated in malls for entertainment of customers.