Customer perception on promotional methods at shopping malls in and around Tirupathi

Customers today are becoming more brand conscious. Because of communication revolution, and greater per capita and disposable incomes, they are spending more amounts on national as well as international brands. The typical Indian customer prefers Shopping mall to regular retail shop, as they can get all sorts of goods at a single place. Shopping malls, self-retail stores are undergoing a dynamic change as new formats and channels are emerging rapidly. The customers can have wide assortment and convenience along with huge time saving. This culture is spreading throughout the country. Working women as well as housewives also prefers to shop at malls rather than traditional outlets, as they have convenience of timings for shopping. Even, children also can have fun and enjoy in the shopping malls. Shopping is no longer seen as a mundane chore, but it is now much more exciting and an engaging prospect. With the increase in competition, the customers are switching to different shopping malls in the recent years. Hence the malls are finding difficult to retain the customer base. They are following innovative steps to retain the customers. Hence we have conducted a survey to identify the buying pattern, buying habits and influential promotional modes in buying in Tirupati town. We have used ANOVA to analyze the collected data.

The results include that majority of respondents shop more than 4 times a month in the shopping malls. Most of the respondents are feeling that the shopping malls are attractive when compared to the traditional retail outlets. Almost half of the respondents are shopping in malls due to attractive offers, and the remaining are due to attractive displays. Nearly half of the respondents are feeling that evening time is more convenient for the shopping and one third of the respondents are not happy with the service provided by the sales personnel in the shopping malls. Most of the people are satisfied with the shopping experience in the shopping malls and are willing to shop again in the shopping malls.