MALL RATS: A DAY IN THE LIFE OF THE TYPICAL SHOPPER
A few years back, the Indian consumers had less ‘entertainment’ options- people had to choose only between shopping, movies or generally hanging out on a holiday. But now thanks to the advent of malls and, consequently, fully equipped, snazzy market places all these activities can be performed at the same time, under the same roof – and at one’s own convenience! This aspect of shopping for big brands in ‘big branded malls’ is reflective of the ever so increasing cosmopolitan character of India’s largest and growing cities/towns as more and more shoppers are becoming brand conscious and are willing to spend money on their purchases.
It is this behavior that Market Pulse wanted to understand as part of tracking the contemporary urban consumer’s ‘shopping’ psyche in terms of brands preferences and average expenses on the same by both ‘type’ as well as brand-wise.. We carried out an extensive shopping survey across Delhi NCR in leading malls including The Great India Place Mall (Noida), Pacific Mall (Ghaziabad), Ansal Plaza, etc.
MALL VISITS: Typical products shopped for in a mall are apparels, cosmetics, electronics, footwear, gifts, groceries and toys. Popular apparel brands are Indian Terrain, Pantaloons, Lilliput, Adidas, Raymond, Wrangler and Lee. Being feverishly scanned by people are popular electronic items like mobile phones, laptops, DTH and digital cameras. Popular brands in these categories are HTC, Nokia, Sony Ericson, Sony Cyber shot and Sun Direct for DTH.
SHOPPING EXPENDITURE: On an average, people spend approximately Rs. 1,700 on apparels and Rs. 10,000 on electronic items. Average spending for cosmetics and footwear is Rs. 250 and Rs. 2,600 respectively.
OUTLET PREFERENCES: Popular mall outlets are Big Bazaar (preferred for its reasonable prices and attractive deals), Globus, Redtape, Woodland, Pantaloons and Shopper's Stop.