RESEARCH SURVEY ON NEXUS MALL,SEAWOODS

Survey on Nexus mall, Seawoods

Survey Done By:-

  • Aarsh Verma
  • Purvesh Singh
  • Sujal Upadhyay
  • Arnav Joshi

Introduction:-

We conducted this survey to gather feedbacks from various customers regarding their shopping experience, preferences, overall satisfaction with the mall’s services and facilities. This survey was typically conducted to help mall management understand visitor behaviour, assessing quality of store, identification of potential area for improvement, and enhancement of customer satisfaction. By collecting data on aspects such as Ambience of the mall, variety of beverage brands at the food court, local station connectivity via basement, quality of staff, and multi-storied parking, in order to provide better experience for their patrons.

Objective:-

The objective of the survey are as follows:

 

  1. Understanding Customer Preferences: Gaining insights into customer preferences, shopping habits, and experiences to improve mall services and offerings.
  2. Evaluating Customer Satisfaction: Assessing the satisfaction levels of customers regarding various aspects such as cleanliness, ambiance, store variety, and staff behaviour.
  3. Identifying Areas for Improvement: Recognising areas where the mall can enhance services, whether in facilities, accessibility, or customer support.
  4. Analysing Foot Traffic Patterns: Understanding peak hours, popular stores, and customer flow throughout the mall to optimise space utilisation and tenant placement.
  5. Assessing Marketing and Promotions Effectiveness: Measuring the impact of marketing campaigns, promotions, and events held within the mall on customer behaviour and sales.
  6. Understanding Demographics: Gathering data on the demographics (age, gender, income) of mall visitors to tailor services and offerings better.
  7. Benchmarking Against Competitors: Evaluating the mall’s performance in comparison to other shopping malls to stay competitive in the market.
  8. Improving Overall Customer Experience: Collecting suggestions and feedback to make the shopping experience more enjoyable and user-friendly.

This data helps mall management make informed decisions, enhance customer retention, and improve the overall shopping environment.

Literature Review:-

A literature review on shopping mall surveys focuses on studies that examine consumer behaviour, satisfaction, and preferences within the context of shopping malls. It typically involves exploring the methods, key findings, and theoretical frameworks used in previous research.

1. Hedonic and utilitarian reasons: Babin, Darden, and Griffin (1994)

Distinguish between hedonic (pleasure-oriented) and utilitarian (goal-oriented) shopping motivations. Malls serve both functions, offering spaces for recreation as well as task-driven purchases.

2. Service quality: Parasuraman, Zeithaml, and Berry (1988)

Developed the SERVQUAL model, a widely used tool for measuring service quality in retail environments, including malls.

Data Collection:-

Recently, We conducted a survey through GOOGLE FORM to explore Nexus mall, Seawoods customer experience among students. The survey consisted of five key questions, designed to understand their experience with the ambience, staff service and local connectivity of the mall. With responses from 100 students, the results shed light on the key eye catching features and services that the mall had to offer to its prominent customers.

 

Questions:- 

1.  I like the ambiance of the nexus mall.

2.  I like the variety of beverage brands the nexus mall has to offer at it’s food court.

3.  I like the local station connectivity that the mall has via it’s basement exit.

4.  I like the quality of staff of mall. 

5.  I like the multi-storied parking of the mall.

These questions were made on LIKEST SCALE coded as 1 Strongly disagree and 5 for STRONGLY AGREE

Data Analysis:-

                                        Q1           Q2            Q3            Q4            Q5

Mean                                           3.69          3.72           3.68           2.40        3.04

Standard Deviation                     1.24          1.15           1.18           1.37        1.53

Standard Error                             0.13         0.12            0.12           0.13        0.13

Z                                                  -1.6         -3.08           -1.33         -1.53        2.00

Result                                    AGREE        AGREE     AGREE      Neutral   Agree

Conclusion:-

  1. Students were agreeing to the fact that the nexus mall indeed had great ambiance,
  2. Students replies tend to reflect that they preferred more of quality over quantity,
  1. Students had a positive approval towards the variety of beverage brands that the mall had to offer at it’s food court,
  1. Students also agreed upon the local station connectivity that the mall has to offer via. Its basement,
  1. Though students had a neutral stand towards the quality of staff of the nexus mall,
  1. Students agreed upon the multi-storied parking facility offered by the mall.

Reference :-

  1. Hindustan Times
  2. Times Of India
  3. Livemint.com
  4. The Indian Express

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