CHAPTER 9 FINDINGS. 9.1 Findings of the Study

Transcription

1 9.1 Findings of the Study CHAPTER 9 FINDINGS The findings of this study are the outcome of the exploratory part, descriptive part and causal part of the study. The focus of the exploratory study was to find the dimensions and variables influencing the positioning of malls. Findings related to the descriptive part are about the positioning of malls represented by perceptual maps. Findings which came out in the causal part of the study bring out the cause and effect relationships between positioning constructs, shopper satisfaction and mall patronage behaviour. Findings from the field have suggested that the existing positioning strategies followed are narrow in their approach. From literature review, expert opinion and pilot surveys, the following dimensions of positioning of mall have been identified; Mall for Shopping Mall for Entertainment Mall for Eating Premium Brands Mall Economy Brands Mall Mall for Singles Mall for Family Large Variety Goods Mall Specialty Goods Mall Centrally Located Mall Suburban Mall Theme Mall Generic Mall Numerical comparative scale has been used for collecting the data regarding shopper perception of the malls. Data has been collected from the malls of Delhi NCR. 4 malls from each of the geographic regions of Delhi NCR, i.e., Delhi, Gurgaon, Faridabad, Noida and Ghaziabad have been selected for the survey. Overall 20 malls and were chosen for data collection. Data collected from shopper about these 20 malls have been fed into SPSS 16.0 for getting the perceptual map output. Multidimensional Scaling Technique has been used as per the steps as suggested by Malhotra and Dash [111]. A Euclidean Map depicting the positioning of various malls has been derived with the help of SPSS. 137

2 Fig. 9.1: SPSS output on Mall Positioning 9.2 SPSS output of Mall Positioning The positioning of the malls depicted on the perceptual map have been categorised as (i) High Hedonics (ii) Utility Unions (iii) Large (assortment) Suburban Generics and (iv) Central Specialists All the malls in Delhi carry the perception of being centrally located. Ansal Plaza, the first mall in Delhi NCR, has come out as a mall more known for providing entertainment. DLF, Emporia, the luxury mall of India, is perceived as a destination shopping centre. Four malls were selected from MG Road Gurgaon, known as the mall road of India. Sahara Mall is perceived as a mall for utility. Metropolitan located on the opposite side of the road is perceived as mall for entertainment. The longest mall in Delhi NCR, Ambience mall is perceived more as a mall for utility followed closely by the entertainment dimension. 138

3 At Noida, Great India Place is perceived as mall providing both entertainment and utility, with a slight edge given to the utility dimension. Anchor stores Big Bazaar and Home Town appear to have influenced this perception. In Ghaziabad, factory outlet mall, Ansal Plaza is being perceived as a mall for utility. The perception is in line with the tenant mix of factory seconds attracting that particular segment. East Delhi Mall is perceived as hedonic place. The perception seems to be based on the mall becoming a hang out place for youth. In Ghaziabad there is scope for a centrally located entertainment based positioning of a mall. At Faridabad, Crown Interiorz, which houses the largest hypermarket of Reliance, is perceived as a mall for utility. Eldeco Station 1, designed on a theme based on trains, has the highest position in terms of entertainment. Among the four malls surveyed at Faridabad, one mall is perceived as a utility mall, another as an entertainment mall and the remaining two providing more or less both utility value and entertainment value. Overall it has been observed that majority of the malls have a similar tenant mix which projects a similar positioning for most of them. There is a scope for malls coming up with a positioning of specialty brands and products at Delhi NCR. 9.3 Results of Hypothesis Testing The first hypothesis (that positioning positively influences shopper satisfaction) is represented in figure 7.11 by six paths one from each of the dimensions of convenience, ambience, shopping experience, property management and entertainment. The standardised coefficients (or β value) of these six paths were.502,.21,.34,.24, and.267. Critical ratios (t values) for these paths were 12.4, 5.6, 10.2, 5.72 and 7.10 (which were all significant at 95% and above i.e. p value = 0.001). The β value and corresponding t value of the path between promotion and shopper satisfaction are.143 and 1.96 respectively, which is not quite significant as t value is less than 2.0 [120]. The second hypothesis that shopper satisfaction positively influences mall patronage behaviour was supported. The path for this relationship was significant (β =.175, t value = 4.03). It is clear that satisfied shoppers respond strongly in terms of patronage behaviour. 139

4 Hence, the following hypotheses have been supported by the path analysis. H1 1 : Convenience influences shopper satisfaction H2 1 : Ambience influences shopper satisfaction H4 1 : Shopping Experience influences shopper satisfaction H5 1 : Property Management influences shopper satisfaction H6 1 : Entertainment influences shopper satisfaction H7 1 : Shopper satisfaction influences mall patronage behaviour The following hypothesis has not been supported. H3 1 : Promotions influence shopper satisfaction Table: 9.2: Summary of Results of Hypothesis Testing Hypothesis β value t value Result H1 1 : Convenience influences shopper satisfaction Supported H2 1 : Ambience influences shopper satisfaction Supported H3 1 : Promotions influence shopper satisfaction Not Supported H4 1 : Shopping Experience influences shopper satisfaction Supported H5 1 : Property Management influences shopper satisfaction Supported H6 1 : Entertainment influences shopper satisfaction Supported H7 1 : Shopper satisfaction influences mall patronage behavior Supported 140

5 Convenience Ambience Shopping Experience.34 Shopper satisfaction Mall patronage.24 Property Management.267 Entertainment Figure 9.2: Final Model Structural Equations The value for shopper satisfaction (ŷ ss) can be estimated using the equation ŷ ss = (Convenience) (Ambience) (Shopping Experience) (Property Management) (Entertainment) Similarly the value for Mall Patronage (ŷ MP ) can be estimated using the equation ŷ MP = (Shopper Satisfaction) From the equations above it can be seen that, one unit change in convenience increases by times the level of shopper satisfaction and one unit change in ambience increases by 0.21 times the level of shopper satisfaction. Similarly, one unit change in e shopping experience increases by 0.34 times the level of shopper satisfaction and one unit change in property management increases by 0.24 times the level of shopper satisfaction. Also one unit change in entertainment increases shopper satisfaction by times the level of shopper satisfaction. Similarly, one unit change in shopper satisfaction increases mall patronage by times the level of shopper satisfaction. The findings of the study identify dimensions of mall positioning. The positioning of malls in each of the regions of Delhi, Gurgaon, Noida, Ghaziabad and Faridabad has also been 141

6 determined. The findings can help upcoming malls in deciding their positioning strategies and can also guided in the repositioning strategies of existing malls. Most malls are positioned on the same platform, i.e., providing shopping, food and entertainment in pleasant ambient conditions. Hence, findings of this study highlight the need for differentiation of malls. The causal model with fit indicators suggesting a good model fit in essence stresses the need for alignment of the components of a mall towards its positioning. 142