Introduction: MGF DEVELOPMENTES LIMITED
is a part of MGF Group.
MGF (Motor General Finance) is a very well known company in finance sector and
now it is in the shopping malls industry. In India Shopping Malls industry is
upcoming industry in India. Today in India Shopping Mall industry is worth 17000
Cr. Industry. In NCR (National Capital Region) Gurgaon is the most favorite place
for the shopping malls. M.G. (Meharuli – Gurgaon) Road is the place for
all famous shopping malls in Gurgaon. In NCR DLF, MGF, JMD, SAHARA, all big big
players are in shopping mall industry. On M.G. Road Gurgaon MGF Group has two
shopping malls in operation MGF Metropolitan Mall, MGF Plaza, Sahara Group has
its Sahara Mall and DLF Group has its City Centre.
The project involved the study of comparative analysis consumer buying behavior
and brand perception of consumers regarding shopping malls on M.G. Road and Metropolitan
Mall as a base. The methodology adopted to study the consumer buying behavior
& brand perception of consumer is through survey in shopping malls on M.G.
Road, 745 consumers were surveyed. The survey is done through the personal interviews
by putting different set of structure questionnaire to them.
Consumer purchasing power is the main factor, which determines their buying behavior
and brand of shopping malls. Shopping Malls are the places for the fun & entertainment,
family outing, shopping and eating’s. In shopping Malls age factor is the
most dominant factor in daily footfall. What I studied that in different shopping
malls different age group consumers come and they impact on the buying behavior.
1. Metropolitian Mall: In Metropolitan Mall consumers belong to age 20 –
25 and 25 -35 were in the maximum numbers. They either belong to students or services
or they are professionals. Consumers in this age group come to the shopping malls
either in once in a week or twice in a week. Their purposes to come to a shopping
mall are just for fun and entertainment (PVR Movies), eating, and shopping’s.
On average they used to spend Rs. 500- 2500 on their per visit in Metropolitan
Mall. As a consumer they spend the most on music and entertainment and food and
beverages. After this they spend on apparels and sportswear & footwear. In
case of girls in this age group they spend a large amount on gifts and beauty
products. In this age group the consumers like the metropolitan mall most. The
most important think that we observed that the annual house holds income of this
category either their own or their parents between 2-5 lakhs and 5 – 10
lakhs. In Metropolitan Mall consumer are specially brand oriented. Consumers in
the age group between 25 –35 were also in good numbers. The main different
between the age group of 20 –25 and 25 –35 was that consumers in the
age group 25 –35 they don’t come just come for the fun they were serious
buyers of branded products. The brand images in their minds of Metropolitan Mall
were different – different. A large group of this segment have image only
of PVR Gurgaon. Next they have image of Shoppers Stops, McDonalds, and Metropolitan
Mall. Consumers have the image of Metropolitan Mall is the best place for the
entertainment and eating because of good Food joints, restaurants. Most of the
consumers of any age group were very much impressed by the ambience and gentry
of Metropolitan Mall. A common brand image of Metropolitan Mall was that it is
some costly for a big shopping.
2. Sahara Mall: Consumers in Sahara Mall belong to 25 – 35 age and age 35
and above were in the maximum numbers. In this age group consumer were either
Homemakers or services, or they were professionals. They come in either once in
a week or twice in a month. In Sahara Mall consumers were serious buyers and they
either come for the family shopping or for the eating. The annual holds income
is between 2 – 5 lakhs common. Consumers spend Rs. Between 500-2500 and
more then Rs. 2500.Consumers in shopping mall and spend mostly on Households and
eating. Consumers in Sahara Mall are very much influence by discount schemes.
A large segment comes for Sahara Mall only for the Pantaloon store. Consumers
in Sahara Mall come only for the BIG BAZZAR, HALDIRAM and PANTALOON. The brand
image of Sahara Mall in consumers is only Big Bazaar and Haldiram. Some have the
image of Pantaloon. The common brand image of Sahara Mall is a mall for the MIDDLE
CLASS. It’s a good place for eating and family shopping.
3. MGF PLAZA: MGF PLAZA is commonly visited by consumer in the age group of 25-
35 and age above then 35. Consumers in MGF Plaza are belonging to business, services
and most of them Home Makers. Consumers in MGF PLAZA are serious buyers. They
come to the Mall once in a month or twice in a month. They just come for the family
shopping for the home furnishing and electronic items like TV, Refrigerators etc.
Consumers in MGF Plaza are mostly brand oriented. Their common annual house holds
income between 2-5 and 5- 10 lakhs. The brand image that they have of MGF Plaza
is a complete place for the home furnishing items. Arcus, Samsung, Philpes, LG
and Electrolux brand in this mall. Most famous is the Arcus home furnishings.
MGF PLAZA a place for the home furnishing items. This mall is totally different
from Metropolitan Mall and DLF City Centre.
Consumer who visits any shopping mall on M.G.Road almost comes to visit every
shopping mall. In study of shopping malls I found after analysis that Metropolitan
Mall is the best place for the fun & Entertainment, eating and branded shopping.
Metropolitan Mall is not a place for the middle class. Sahara Mall is good for
the family shopping like households, apparels due to Big Bazaar and Pantaloon
and good for the eating due to the Haldirams. Sahara Mall is the only one mall
on M.G. Road for the middle class. Regarding the MGF PLAZA it is the place only
for the home furnishings and essential items for the family. It is the place both
for the middle class and higher class.
In my study consumers were taken for all age groups and all classes. In Metropolitan
Mall management should think about the indoor games like bowling, snooker for
their good time pass in mall. In Metropolitan Mall there should be a disco for
the complete fun and entertainment. In Sahara Mall management should also think
about to promote other stores except Big Bazaar. Make it like a Shopping mall
not like a Big Bazaar store. In MGF PLAZA there are basically home furnishing
items so make some plans for these serious customers who visit and purchase from
Number of Pages of Project Report: 85
Package Includes: Project Report
Project Format: Document (.doc)
Table of Contents of Project Report:
1. Executive Summary
2. Objectives of the Project
3. Research Plan
- Data Sources
- Research Approach
- Researvh Instrument
- Limitations of the Project
4. MGF Group
- Hands across the Globe
- The Value & The Vision
- A Wealth of Experience
-- A Revolutionary Concept
-- Focus on the Indian Automobile Sector
- The Metropolitan
-- Lifestyle outlets
- Complete Leisure Zone
5. Data Analysis
- Consumer Buying Behaviour in Metropolitan Mall
- Consumer Buying Behaviour in Sahara Mall
- Consumer Buying Behaviour in MGF Plaza
- Consumer Brand Perception in Metropolitan Mall
- Consumer Brand Perception in Sahara Mall
- Consumer Brand Perception in MGF Plaza
6. Research Findings