Title of project: Mall Visit Influence Analysis

Name of student: Gunjan Lalchandani

Subject: International Service Management

Course Title: TY BBA IB 605 A

Subject Teacher Name: Dr. Rupali Jadhav

Roll no/Seat no: 4235754

College name: Indira college of Commerce and Science

Subject teacher Signature

 Mall Visit Influence Analysis

Visit a mall in your city and make a list of service providers in the mall. List the
specific elements that you observe physically or visually. Find out impressions
created by these elements. Analyse how these elements influence your
purchase- intentions.

INTRODUCTION:

Shopping mall is a group of retail stores under one roof. Malls have been constantly
adapting and changing in both style and substance in order to attract increasingly
sophisticated and fickle consumers. There are various factors which might affect
shoppers’ selection of a place to shop. The present study is an attempt in this regard
with special reference to Indian context. The objective of this study was to identify the
factors affecting selection criterion of consumers with respect to shopping malls.
In recent years, the expansion of organized retailing has initiated many revolutionary changes
in India and as a result various types of modern retail outlets started functioning in the
country. One such type of retail format is shopping mall which is a group of retail stores under
one roof. Shopping malls are expected to be frontrunners for the growth of organized retail
in India. Shopping mall is a group of retail business planned, developed, owned and managed
as a unit. These malls offer services to its consumers in the form of a convenient access to a
desirable mix of retailers within a managed environment to provide a satisfying and safe,
shopping and leisure experience.

Accessibility, a heterogeneous mix of retail outlets, unique environment, safety and

leisure are the key service features that differentiate the retail experience of shopping
malls from that of other shopping destinations, such as freestanding stores,
departmental stores, focused centres, rejuvenated high streets vendors, retail parks,
specialty and festival centres, as well as other television or e-retail stores. In the views
of Singh and Dash (2012) due to the intense competition shopping malls have to present
a unique and favourable image. This differentiating image can be created by combining
various features at one place. In the views of Ibrahim and Ng (2002), the modern
shopping malls offer variety of entertainment alternatives, lifestyle products and
services, such as luxury shopping, game zones, beauty salons, cinemas and food joints,
to enhance shoppers’ experience. Although shopping malls do not belong to the
category of a ‘pure’ service, yet they can be deemed as an umbrella service encasing
numerous other goods and services. This is due to the peculiar characteristics of
shopping mall services, such as intangibility of the environment and ambience,
inseparability of the consumer from the process of consuming the experience, the
heterogeneity of services offered owing to the multiplicity of participants and elements
involved in the production process, perishability of the experience, lack of ownership,
etc.
LIST OF SERVICE PROVIDERRS IN MALL:

1. Retail Stores:
Clothing and Apparel
Electronics and Gadgets
Beauty and Cosmetics

2. Food and Beverage Outlets:

Restaurants and Cafes
Fast Food Chains

Specialty Food Stores

3. Entertainment Services:
Movie Theatres

Gaming Centres
Bowling Alleys

4. Financial Services:

Banks and ATMs

Currency Exchange
 5. Health and Wellness:
Fitness Centres

Spa and Wellness Centres

6. Technology Services:
Mobile and Tech Stores

Repair Services

7. Home and Lifestyle:

Furniture Stores

Home Decor Outlets

8. Services:
Mobile Carriers

Travel Agencies
Postal and Courier Services
 1.Food and
1.Entertainme
1.Retail Stores Beverage
nt Services
Outlets

1.Financial 1.Health and 1.Technology

Services Wellness Services

1.Home and
1.Services
Lifestyle

Here are specific elements we might find in different service providers within a mall:

1. Clothing and Apparel Stores:

 Trendy window displays showcasing current fashion
 Well-organized racks and shelves for easy browsing
 Fitting rooms with good lighting and mirrors

2. Electronics and Gadgets:

 Interactive displays for testing gadgets
 Knowledgeable staff for product demonstrations
 Tech support or repair services
3. Beauty and Cosmetics:
 Makeup demonstration stations
 Well-lit and aesthetically pleasing cosmetic displays
 Skincare consultation areas

4. Restaurants and Cafes:

 Cozy and inviting seating arrangements
 Clean and well-maintained dining areas
 Attractive menu boards and food displays

5. Fast Food Chains:

 Efficient order and pickup counters
 Clear and simple menu displays
 Clean and organized dining spaces

6. Movie Theatres:
 Comfortable and well-designed cinema halls
 Ticket kiosks and interactive screens for easy booking
 Snack counters with a variety of options

7. Gaming Centres:
 Interactive gaming setups and displays
 Comfortable seating and gaming peripherals
 Engaging and immersive gaming environments

8. Banks and ATMs:

 Clearly marked and accessible ATMs
 Welcoming and secure bank entrances
 Knowledgeable customer service representatives
9. Fitness Centres:
 Well-equipped gym with modern exercise machines
 Clean and spacious workout areas
 Qualified fitness trainers

10. Spa and Wellness Centres:

 Tranquil and soothing ambiance
 Private treatment rooms with calming decor
 Skilled and courteous spa therapists
Certainly! Let's delve deeper into the specific elements for each service provider:

1. Clothing and Apparel Stores:

 Trendy Window Displays: Engaging and visually appealing displays showcasing the
latest fashion trends can capture the attention of passersby, creating a desire to
explore the store.

 Well-Organized Layout: Neatly arranged racks and shelves make it easy for customers
to navigate the store, find items of interest, and encourage a positive shopping
experience.

 Fitting Rooms: Adequately lit and spacious fitting rooms with full-length mirrors
provide customers with the opportunity to try on clothes comfortably, influencing
purchase decisions.
2. Electronics and Gadgets:

 Interactive Displays: Hands-on displays where customers can try out gadgets and
technology contribute to a tactile and engaging shopping experience, allowing them
to make informed decisions.

 Knowledgeable Staff: In-store experts who can provide demonstrations, answer

questions, and offer guidance on product features can enhance customer confidence
in their purchases.

 Tech Support and Repair Services: Offering on-site or nearby tech support and repair
services can provide an added layer of convenience and post-purchase satisfaction.
3. Beauty and Cosmetics:

 Makeup Demonstration Stations: Stations where customers can experiment with

makeup products under the guidance of beauty consultants create a personalized
and immersive experience.

 Aesthetically Pleasing Displays: Well-designed cosmetic displays with good lighting

and attractive arrangements can enhance the perceived quality of the products.

 Skincare Consultation Areas: Dedicated spaces for skincare consultations, staffed by

knowledgeable professionals, can help customers choose products tailored to their
needs.
4. Restaurants and Cafes:

 Cozy Seating Arrangements: Comfortable seating areas with a cozy ambiance

encourage customers to relax and enjoy their meals, potentially leading to extended
visits.

 Clean Dining Spaces: Hygienic and well-maintained dining areas contribute to a

positive impression, influencing the overall satisfaction with the dining experience.

 Attractive Menu Displays: Clear and visually appealing menu boards help customers
make quick and informed choices, potentially leading to increased sales.
5. Fast Food Chains:

 Efficient Order and Pickup Counters: Quick and organized order and pickup counters
contribute to a seamless and efficient customer experience.

 Clear Menu Displays: Simple and clear menu displays with attractive visuals help
customers make fast decisions and understand the available options.

 Clean Dining Spaces: Well-maintained and clean dining areas contribute to a positive
perception of the fast-food establishment.
6. Movie Theatres:

 Comfortable Cinema Halls: Well-designed and comfortable seating in cinema halls

enhances the overall movie-watching experience, encouraging repeat visits.

 Easy Booking Systems: Intuitive ticket kiosks and interactive screens make the
booking process hassle-free, contributing to customer satisfaction.

 Snack Counters: Attractive and well-stocked snack counters with a variety of options
provide additional revenue opportunities and enhance the overall cinema
experience.
7. Gaming Centres:

 Interactive Gaming Setups: Engaging gaming setups with high-quality graphics and
peripherals create an immersive environment, attracting gaming enthusiasts.

 Comfortable Seating: Ergonomic and comfortable seating arrangements contribute to

a positive gaming experience, encouraging longer stays.

 Engaging Environments: Themes and decor that align with popular gaming culture
contribute to a unique and enjoyable gaming atmosphere.
8. Banks and ATMs:

 Clearly Marked ATMs: Clearly visible and accessible ATMs make it convenient for
customers to access cash, contributing to a positive banking experience.

 Welcoming Entrances: A welcoming and secure entrance to the bank can positively
influence customer perceptions, creating a sense of trust.

 Knowledgeable Staff: Friendly and knowledgeable bank staff can provide assistance
and information, enhancing the overall customer experience.
9. Fitness Centres:

 Well-Equipped Gym: A fitness centre with modern and well-maintained exercise

machines and equipment contributes to a positive workout experience.

 Clean Workout Areas: Hygienic and well-maintained workout spaces create a

comfortable and inviting environment for patrons.

 Qualified Fitness Trainers: Professional and knowledgeable fitness trainers can guide
and support customers, influencing long-term membership commitments.
 10. Spa and Wellness Centres:

 Tranquil Ambiance: A serene and calming ambiance in the spa enhances the overall
relaxation experience, attracting customers seeking a retreat.

 Private Treatment Rooms: Well-designed treatment rooms with soothing decor and
amenities contribute to a luxurious and personalized experience.

 Skilled Spa Therapists: Qualified and courteous spa therapists enhance the quality of
services, fostering customer satisfaction and loyalty.

These detailed elements contribute to the overall atmosphere and experience within each
service provider, playing a crucial role in influencing customer perceptions and purchase
intentions.
ELEMENTS THAT INFLUENCE PURCHASE INTENTIONS:

1. Store Layout:
Store layout within a mall follows similar principles as traditional store layout but takes into
consideration the larger shopping environment and the interconnected nature of multiple
stores. Here are specific elements and considerations for store layout within a mall:

I. Anchor Stores:

 Strategic Placement: Anchor stores, usually larger retailers that draw significant foot
traffic, are strategically placed to influence the flow of shoppers throughout the mall.

 Connecting Pathways: These stores often serve as anchors at key intersections,

creating pathways that guide shoppers to various sections of the mall.

II. Common Areas and Gathering Spaces:

 Aesthetic Seating Areas: Common areas with aesthetically pleasing seating

arrangements encourage shoppers to rest and spend more time in the mall.

 Entertainment Zones: Placing entertainment zones or interactive installations in

common areas enhances the overall atmosphere and makes the mall a destination
for socializing.

III. Themed Zones:

 Themed Sections: Malls may have themed sections or zones to create distinct
atmospheres, catering to different consumer preferences (e.g., fashion districts, tech
zones, lifestyle areas)

 Consistent Decor: Maintaining a consistent theme in each section contributes to the

overall ambiance and reinforces the identity of the mall.
 2. Lighting:

Lighting plays a crucial role in influencing the ambiance of a mall and can significantly impact
customers' emotions and purchase decisions. Here are ways in which lighting in a mall can
influence shoppers:

i. Ambiance and Atmosphere:

 Bright vs. Soft Lighting: The choice between bright and soft lighting can create
different atmospheres. Soft lighting may create a more relaxed and comfortable
ambiance, while bright lighting can highlight products and energize the space.

 Colour Temperature: Warm or cool colour temperatures can evoke different

emotions. Warmer tones may create a cozy atmosphere, while cooler tones can
convey a sense of modernity.

ii. Highlighting Featured Areas:

 Accent Lighting: Using accent lighting to highlight specific areas, products, or displays
draws attention and encourages exploration. This can be particularly effective for
promotions, new arrivals, or high-margin items.

 Spotlights: Directional spotlights can be used to focus attention on key merchandise,

creating a sense of importance and exclusivity.

iii. Window Displays:

 Well-Lit Displays: Properly illuminated window displays attract attention from

passersby and serve as an initial point of attraction. Lighting can accentuate the
visual appeal of showcased products.

 Dynamic Lighting Changes: Incorporating dynamic lighting changes or animations in

window displays can create a sense of excitement and intrigue.
iv. Storefronts and Entrance Lighting:
 Inviting Entrance Lighting: Warm and welcoming lighting at entrances can set a
positive tone for the shopping experience, making customers more likely to enter.

 Brand-Specific Lighting: Aligning entrance lighting with a store's brand identity

enhances brand recognition and creates a memorable first impression.

3. Window Displays:

Window displays are a vital component of a store's marketing strategy, as they serve as
the first point of contact between the store and potential customers. An enticing and
well-executed window display can capture attention, communicate the brand's identity,
and influence purchase decisions. Here are key elements and considerations related to
window displays:

i. Visual Impact:

 Eye-Catching Elements: Incorporating bold colours, striking visuals, or unique props

helps the display stand out and attracts the attention of passersby.

 Contrast and Balance: Achieving a balance between elements and using contrast
effectively enhances the visual appeal of the display.

ii. Product Focus:

 Featured Products: Showcasing specific products, especially new arrivals or

bestsellers, in the window display can drive interest and potentially lead to increased
sales.

 Complementary Grouping: Grouping products that complement each other helps

create cohesive and visually appealing scenes.
 4. Staff Interaction:

Staff interaction plays a crucial role in shaping the customer experience and influencing
purchase decisions. Positive and engaging interactions can build trust, enhance satisfaction,
and contribute to customer loyalty. Here are key elements related to staff interaction in a
retail setting:

i. Customer Greeting:

 Welcoming Approach: Greeting customers with a warm and friendly demeanor

creates a positive first impression and sets the tone for the entire shopping
experience.

 Acknowledgment: Promptly acknowledging customers' presence, whether through a

smile, nod, or verbal greeting, makes them feel valued and noticed.

ii. Product Knowledge:

 In-Depth Knowledge: Staff members who possess comprehensive knowledge about

products and services can effectively assist customers, answer inquiries, and provide
recommendations.

 Training Programs: Regular training sessions ensure that staff is well-informed about
new arrivals, promotions, and product features, enabling them to offer valuable
assistance.

iii. Availability and Approachability:

 Proactive Assistance: Being attentive and proactively offering assistance without

being intrusive demonstrates a commitment to customer service.

 Approachable Body Language: Approachable body language, such as open gestures

and a friendly posture, encourages customers to feel comfortable seeking help.
 iv. Listening Skills:
 Active Listening: Actively listening to customer needs and preferences allows staff to
offer personalized recommendations and solutions, fostering a positive experience.

 Clarification Questions: Asking clarifying questions ensures a clear understanding of

customer requirements, leading to more accurate assistance.

5. Product Placement:

Product placement is a critical aspect of retail merchandising that involves strategically

positioning products within a store to maximize visibility, attract attention, and influence
customer purchasing behaviour. Effective product placement can enhance the overall
shopping experience and contribute to increased sales. Here are key elements related to
product placement:

i. High-Traffic Zones:
 Entrances and Exits: Placing popular or featured products near entrances and exits
capitalizes on high traffic areas, increasing the chances of impulse purchases.

 Main Aisles: Products strategically positioned along main aisles catch the attention of
customers navigating through the store.

ii. Eye-Level Display:

 Optimal Shelf Placement: Placing products at eye level increases visibility and
ensures that they are easily noticed by customers, potentially leading to higher sales.

 Rotation of Products: Regularly rotating products on eye-level shelves keeps the

display fresh and encourages repeat visits.

iii. Checkout Counters:

 Impulse Buy Displays: Placing small, high-margin items near checkout counters
encourages impulse purchases as customers wait in line.

 Last-Minute Deals: Promoting last-minute deals or add-on items at the checkout can
boost overall sales.
 iv. Strategic Grouping:
 Category Grouping: Organizing products by category simplifies the shopping
experience, making it easier for customers to find what they need.
 Price Point Grouping: Grouping products by price points helps customers make quick
decisions based on their budget.

v. Cross-Department Promotion:
 Collaborative Displays: Collaborating with different departments to create joint
displays encourages cross-department exploration, potentially leading to increased
sales for both areas.
 In-Store Collaborations: Partnering with other brands or departments for in-store
collaborations can create unique displays that attract customer interest.

6. Ambiance and Music:

Ambiance and music play crucial roles in shaping the overall atmosphere of a retail space,
influencing customer mood, behaviour, and the overall shopping experience. Creating the
right ambiance through lighting, decor, and background music can significantly impact
customer perceptions and purchasing decisions. Here are key elements related to ambiance
and music in a retail setting:

i. Decor and Visual Merchandising:

 Consistent Theme: Maintaining a consistent theme in decor and visual merchandising

reinforces the store's brand identity and creates a cohesive and visually appealing
environment.

 Seasonal Decor: Changing decor based on seasons or holidays keeps the atmosphere
fresh and engaging, encouraging repeat visits.
ii. Background Music:

 Genre Selection: Choosing music that aligns with the target demographic and brand
identity helps create a harmonious and enjoyable environment. For example, a
trendy fashion store might play upbeat, contemporary music.

 Volume Control: Adjusting music volume to a level that complements the shopping
experience without overwhelming conversation is crucial. It should be audible but
not distracting.

iii. Music Tempo and Pace:

 Shopping Experience: The tempo and pace of the music can influence the perceived
speed of time. Upbeat music may create a sense of energy and encourage quicker
shopping, while slower tempos can foster a more relaxed experience.

 Matching Mood: Selecting music that matches the desired mood for the store can
impact the emotional connection customers have with the brand.

7. Promotional Displays:

Promotional displays are a powerful tool in the retail environment to attract attention,
highlight special offers, and drive sales. They are strategically designed and placed to
effectively communicate promotions, discounts, and featured products to customers.
Here are key elements related to promotional displays:

i. Eye-Catching Design:

 Bold Graphics: Using bold and attention-grabbing graphics and colours helps the
display stand out amidst the store environment.

 Clear Messaging: Clearly communicating the promotion, discount, or special offer

through concise and easy-to-read text ensures customers quickly understand the
value proposition.
ii. Product Presentation:

 Featured Products: Showcasing specific products that are part of the promotion
draws attention and encourages customers to consider purchasing those items.

 Complementary Items: Grouping complementary items or creating bundled

promotions encourages customers to explore related products.

iii. Interactive Elements:

 Interactive Displays: Incorporating interactive elements, such as touchscreens or

digital screens, can engage customers and provide additional information about the
promotion.

 Product Samples: Offering product samples or demonstrations within the

promotional display encourages customers to experience the product firsthand.

iv. Multi-Sensory Appeal:

 Use of Scent: Incorporating scents related to the promoted products or the season
can create a multi-sensory experience that enhances customer engagement.

 Background Music: Playing music that complements the theme or mood of the
promotion contributes to a more immersive and enjoyable shopping experience.

v. Limited-Time Offers:

 Countdown Timers: Adding countdown timers or explicit messaging about the limited
availability of the promotion creates a sense of urgency, motivating customers to
make a purchase.

 Flash Sales: Introducing flash sales or hourly promotions within the display can
surprise and delight customers, encouraging spontaneous buying decisions.
vi. Accessibility and Organization:

 Well-Organized Displays: Ensuring that promotional displays are neat, well-organized,

and easy to navigate enhances the customer experience.
 Accessible Information: Providing clear information about the promotion, including
terms and conditions, ensures transparency and builds trust.
CONCLUSION:

In initiating the comprehensive study by conducting a visit to a mall and analysing various
elements influencing the retail environment, several key conclusions can be drawn. The mall
visit provided valuable insights into the dynamic interplay of services, store layout, window
displays, staff interaction, product placement, ambiance, music, and promotional displays,
shedding light on their collective impact on customer perceptions and purchase decisions.

1. Holistic Customer Experience

2. Strategic Retail Design

3. Visual Merchandising as a Narrative

4. Impact of Staff Interaction

5. Influence of Ambiance and Music

6. Strategic Product Placement

7. Dynamic Promotional Displays

In conclusion, the mall visit and subsequent analysis highlighted the intricate web of
elements that collectively shape the retail environment.