A STUDY ON THE KIDS ENTERTAINMENT OUTLETS IN BROOKEFIELDS COIMBATORE

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1 A STUDY ON THE KIDS ENTERTAINMENT OUTLETS IN BROOKEFIELDS COIMBATORE G.VIGNESH 1 V. MOHAN 2 1 Research Guide & Head- PG Department of International Business, NGM College, Pollachi. 2 Research Student, PG Department of International Business, NGM College, Pollachi. ABSTRACT Lifestyle marketing is a process of establishing relationships between products offered in the market and targeted lifestyle groups. Lifestyle is a distinctive mode of behaviour cantered on activities, interests, opinions, attitudes and demographic characteristics distinguishing one segment of the population from another. A consumer s lifestyle is seen as the sum of his or her interactions with his or her environment. The Indian consumer seems to be undergoing a shift in terms of personality, buying motives, interests, attitudes, beliefs and values when he or she is making a shift from Shopping mall stores towards shopping malls. In this context, it assumes significance to study the buying behaviour of consumers in Mumbai especially with changes taking place in India s retail scenario. The study is carried out using both primary data and secondary data. The tool for collecting primary data is questionnaire. These data are collected directly from the kids and parents who visited Brookefields mall. The study has been carried out in the Brooke field s mall, Coimbatore. And the size of sample chosen for the study was 150 questioners. INTRODUCTION Today, super - malls are replacing Shopping mall stores all over India. Lifestyle marketing is a process of establishing relationships between products offered in the market and targeted lifestyle groups. Lifestyle is a distinctive mode of behaviour cantered on activities, interests, opinions, attitudes and demographic characteristics distinguishing one segment of the population from another. A consumer s lifestyle is seen as the sum of his or her interactions with his or her environment. Many consumers make their purchases from the local Shopping mall stores also known as India s mom and pop stores. But recently, India s retail infrastructure is slowly undergoing a change with many hi-fi super - malls being constructed and operating in various cities. The mall concept has come to stay for good. The Indian consumer seems to be undergoing a shift in terms of personality, buying motives, interests, attitudes, beliefs and values when he or she is making a shift from Shopping mall stores towards shopping malls. In this context, it assumes significance to study the buying behaviour of consumers in Mumbai especially with changes taking place in India s retail scenario. OBJECTIVES OF THE STUDY To study the socio economic profile of the customers visiting entertainment outlets in Brookefields Mall To study about the various games played by the kids in Brookefields. To find the opinion on selected parameters of Brookefields Mall REVIEW OF LITERATURE The following are some of the related literatures which suit the above mentioned study. Pirakatheeswari (2010) studied the performance of Indian Retail sector and it is estimated to have a market size of about $180billion. But the organized sector represents only 2% share of this market icmrrjournal@gmail.com

2 Liberalization of the Indian economy has brought an opening for consumer goods and this has helped many MNC s to serve with a wide variety of choices to Indian consumers. Consumers have shifted their demands towards foreign brands like Pizza hut, Mc Donald s and so on. The internet has also been a tool for this revolution as Indian consumers are more accessible to the growing influences of domestic and foreign retail chains. CII (2005) made an attempt to study the retail sector of India which is the second largest employer after agriculture. Although it is highly fragmented and predominantly consists of small independent, owner managed shops. There are over 12 million retail outlets in India, and organized retail trade is worth about Rs.12,90,000 crore (September,2003). The country is witnessing a period of boom in retail trade, mainly on account of a gradual increase in the disposable incomes of the middle and upper-middle class households. More and more corporate houses including large real estate companies are coming into the retail business, directly or indirectly, in the form of mall and shopping center builders and managers. New formats like super - markets and large discount and departmental stores have started influencing the traditional looks of bookstores, furnishing stores and chemist shops. The retail revolution, apart from bringing in sweeping, positive changes in the quality of life in the metros and bigger towns, is also bringing in slow changes in lifestyle in the smaller towns of India. Increase in literacy, exposure to media, greater availability and penetration of a variety of consumer goods into the interiors of the country, have all resulted in narrowing down the spending differences between the consumers of larger metros and those of smaller towns. Balamurugan (2011) claims that the retail sector in India can expect to witness a second big revolution in the not too distant future, in spite of setback faced due to the current economic slowdown. Newmarket equilibrium will be achieved where both organized and unorganized retailers will be able to thrive. The market size too is expanding, giving enough scope for all. At the same time, organized retailing is expected to generate a large number of employment opportunities across its entire supply chain activities like procurement, logistics, preservation, repacking, merchandising, front-end sales, security, according, advertising and marketing. Specific advantages offered by the organized retail together with changing consumer behaviour and supporting environmental factors are likely to make a strong positive impact on the organized retail sector. Retailers need to analyze the forces that are affecting retail transformations. The success of new retail formats will depend heavily on customer's acceptance. Panchanatham and Gnanaguru (2008) examined the concept of retailing and its interlinking with the individual consumer, manufacturing and distribution chain. Retailing is highly consumer driven and the customers are being exposed to new retail formats frequently. If well planned and organised, the retail business would ensure that the consumers will benefit not only by way of quality products but also in prices due to the bulk buying capacity of big retailers. Kearney (2006) studied about the more attractive global retailers. India's economic growth, forecasted at 8 percent GDP in 2006, continues to support the retail industry. The estimated $350billion retail market is expected to grow 13 percent and the top five retailers account for less than2 percent of the modern retail market. And with one billion people, it is the second largest population in the world. There are also fundamental changes underway in India. In early 2006,the government announced that it would allow foreign companies to own up to 51 percent of a singlebrand retail company. Sengupta Anirban (2008) states that emergence of modern retail in India is not just a result of increasing consumer buying power manufacturers and unorganized retailers also have an important role to play in this process at the macro-level. At the micro-level, the trigger came from diverse angles like entrepreneurial desire to provide better service to consumers, social desire to provide relief to the masses in the form of lower prices, desire to capitalize on emerging business opportunities being provided by the changing business environment, etc, icmrrjournal@gmail.com

3 Srivastava (2008) in his findings show that malls in 2006 are more developed in the North and West part of India. Food, groceries and apparel purchase by customers contributed to 52 percent. On an average 75 percent of customers spend about 1-3 hours in the mall. Malls with multiplexes such as cinema theatres, food courts, and play places for children are becoming the enter for family outings. Small retailers have improved their service to cater to Indian consumers. Credit limits and home service are helping them to hold on to their customers. Retailing focus is changing towards satisfying the different hierarchy of needs of customers. Metros (2010) through Ernst & Young s report on Tapping Potential beyond the throws light found that often report indicate retail presence in the Key Urban Towns (KUTs) and the Rest Of Urban India (ROUI) through organized retail chains and malls has increased considerably over a two-year period; the percentage growth in the number of malls in the KUT (55%) was more than twice that of the metros (24%). RESEARCH METHODOLOGY a. Research Design Research design stands for advance planning of methods which is adopted for collecting the relevant data techniques that is to be used.. The research design engaged in this study is convenient sampling. b. Sources of Data The study is carried out using both primary data and secondary data. The tool for collecting primary data is questionnaire. These data are collected directly from the kids and parents who visited Brookefields mall. The secondary data have been collected from the government publication, periodically, magazines, journals, catalogues and web portals. c. Sampling Area and Size The study has been carried out in the Brooke field s mall, Coimbatore. And the size of sample chosen for the study was 150 questioners. d. Statistical Tools Used Simple percentage Analysis is used. It is a special kind of ratio in making comparison between two or more series of data and to describe relationships. Since, the percentage reduces everything to a common base and thereby it allows making a meaningful comparison. Response given by Respondents Simple Percentage = X 100 Total Number of Respondents ANALYSIS AND INTERPRETATION Table 1 - GENDER Gender Respondents Percentage Male Female From the table it is clear that (76, 51%) respondents are male while (74,49%) respondents are female icmrrjournal@gmail.com

4 Table 2 - AGE Age Respondents Percentage Below 20 years years Years Above 40 Years 3 2 From the above table it is clear that (30, 20%) respondents are in age group below 20 years, (98,65%) respondents are between the age group of years, (19,13%) respondents are between the age group of years while (3,2%) respondents are above 40 years. Table 3 - EDUCATIONAL QUALIFICATION Educational Qualification Respondents Percentage No formal Education Up to HSC Graduate Professional 8 5 Others 0 0 From the above table it is clear that (21, 14%) respondents are no formal education peoples, (57,38%)respondents qualifications are up to HSC, (64,43%) respondents qualifications are graduate, while (8,5%) respondents qualifications are professional. Table 4 - OCCUPATION Occupation Respondents Percentage Student Business man Employee Home maker 10 7 Others 4 2 From the above table it is clear that (37, 25%) respondents are students, (46, 31%) of the respondents are business man, (53, 35%) of the respondents are employee, (10, 7%) of the respondents are home maker while (4, 2%) of the respondents are doing other business. Table 5 - TYPE OF FAMILY Type of Family Respondents Percentage Joint Nuclear icmrrjournal@gmail.com

5 From the above table it is clear that (62, 41%) respondents are in joint family while (88,59%) respondents are in nuclear family. Table 6 - MONTHLY INCOME Monthly Income Respondents Percentage Below Rs.20, Rs. 20,001 to Rs.40, Rs. 40,001 to Rs. 60, Above Rs.60, From the table it is clear that (41, 27%) respondents are getting monthly income Below Rs.20,000, (72, 48%) of the respondents are getting in monthly income between Rs.20,001 to Rs. 40,000, (25, 17%) of the respondents are getting in monthly income between Rs. 40,001 to Rs. 60,000, while (12, 8%) of the respondents are getting in monthly income above 60,000. Table 7 - EARNING MEMBERS Earning Members Respondents Percentage Less than Between Between Above From the above table it is clear that (51, 34%) respondents are less than 3 earning members having in the family, (82, 55%) of the respondents earning members between 3-5, (11,7%) of the respondents are earning members between 5-7 while (6, 4%) of the respondents are above 7 having earning members in the family. Table 8 - FAMILY MONTHLY INCOME Family Monthly Income Respondents Percentage Below Rs. 40, Rs. 40,001 to Rs. 60, Rs. 60,001 to Rs. 80, Above Rs. 80, From the above table it is clear that (59, 39%) respondents are getting family monthly income Below Rs.40,000, (60, 40%) of the respondents are getting in family monthly income between Rs.40,001 to Rs. 60,000, (13, 9%) of the respondents are getting in family monthly income between Rs. 60,001 to Rs. 80,000, while (18, 12%) of the respondents are getting in family monthly income above 60,000. Table 9 - PLACE OF RESIDENCE Residence Respondents Percentage Rural Semi Urban Urban icmrrjournal@gmail.com

6 From the above table it is clear that (54, 36%) respondents are living in rural area, (57, 38%) of the respondents are living in semi urban while (39,26%) of the respondents are living in urban area. Table 10 - REASONS FOR VISITING BROOKE FIELDS Reasons Respondents Percentage Playing Games Purchasing Watching Movies Visit food court 8 5 Others 2 1 From the above table it is clear that (42, 28%) respondents are visiting brookefields for playing games, (76, 51%)of the respondents are visiting Brookefields for purchasing, (22, 15%) of the respondents are visiting brookefields for watching movies, (8,5%) of the respondents are visiting brookefields for food court while (2,1%) of the respondents are visiting brookefields for other entertainment. Table 11- TIME SPENDING IN BROOKE FIELDS Time Spending Respondents Percentage Below 2 hours hours hours Above 5 hours 7 5 From the above table it is clear that (29, 19%) respondents are time spending in below 2 hours in the brooke fields, (91,61%) of the respondents are time spending between 3-4 hours in the brooke fields, (23,15% of the respondents are time spending between 4-5 hours in the brooke fields while (7,5%) of the respondents are time spending above 5 hours in the brooke fields. Table 12 - FREQUENCY OF VISIT Frequency of visit Respondents Percentage Daily days days Above 5 days From the above table it is clear that (19, 13%) respondents are daily visiting in brooke fields, (61, 41%) of the respondents are visiting between 2-3 days for brooke fields, (21, 14%) of the respondents are visiting between 4-5 days for brooke fields while (49,32%) of the respondents are visiting in above 5 days in brooke fields. Table 13 - MODE OF TRASPORTATION Transportation Respondents Percentage Bus Car Bike Others icmrrjournal@gmail.com

7 From the above table it is clear that (35, 23%) respondents are using bus transportation service, (57, 38%) of the respondents are using car transportation service while (58, 39%) of the respondents are using bike transportation service. Table 14 - MONEY SPENT ON EVERY VISIT Money Spent Respondents Percentage Below Rs Between Rs to Rs. 10, Between Rs. 10,001 to Rs. 15, Above Rs From the above table it is clear that (49, 33%) respondents are below Rs.5000 for money spent every visit in brookefields, (84, 56%) of the respondents are money spending for brookefields between Rs.5001 to Rs.10,000, (14,9%) of the respondents are money spending for brookefields between Rs.10,001 and Rs.15,000 and the rest (3,2%) of the respondents are money spending above Rs for brookefields. Table 15 - SPECIALITY OF BROOKE FIELDS Speciality Respondents Percentage Games Movie Theatres Food court Textiles 8 5 Home decoration 10 7 Others 0 0 From the above table it is clear that (42, 28%) respondents are below Rs.5000 for money spent every visit in brookefields, (84, 56%) of the respondents are money spending for brookefields between Rs.5001 to Rs.10,000, (14,9%) of the respondents are money spending for brookefields between Rs.10,001 and Rs.15,000 and the rest (3,2%) of the respondents are money spending above Rs for brookefields. Table 16 - HAVING FUN AND ENTERTAINMENT Fun & Entertainment Respondents Percentage Yes No From the above table it is clear that (114, 76%) respondents are having fun and entertainment in brookefields while (36, 24%) respondents are not having fun and entertainment in brookefields. FINDINGS OF THE STUDY The majority ratio are male since they take their children s to the playing area The majority ratio is between the age group of years, since they take their children s to the playing area icmrrjournal@gmail.com

8 The majority ratio is graduate peoples, since they take their children s to the playing area. The majority ratio is employees, since they take their children s to the playing area. The majority ratios are nuclear family since they take their children s to the playing area. The majority ratio is monthly income is between Rs to Rs. 40,000, since they take their children s to the playing area. The majority ratio is earning members between 3-5 members, since they take their children s to the playing area The majority ratio is family monthly income is between Rs to Rs. 60,000, since they take their children s to the playing area. The majority ratio is place of residence is semi urban area, since they take their children s to the playing area. The majority ratio is visiting brookefields for purchasing, since they take their children s to the playing area. The majority ratio is time spending between 3-4 hours in brookefields, since they take their children s to the playing area. The majority ratio is visiting between 2-3 days in brookefields, since they take their children s to the playing area. The majority ratio is bike transportation service, since they take their children s to the playing area. The majority ratio is money spending for above Rs for brookefields, since they take their children s to the playing area. The majority ratio is money spending for above Rs for brookefields, since they take their children s to the playing area. The majority (114, 76%) respondents are having fun and entertainment in brookefields SUGGESTIONS Entertainment in the present situation is one of the major reliefs for the individual especially kids. Brookefields is fortunate enough in Coimbatore to fulfil the demands of the kids. On the whole, care should be taken by the management of brookefields in supplying enough play materials. Similarly the age segregation can be made for available play items in their premises. It is because of this almost every individual feel it difficult to play in their age group. From the study also it is clear that brookefields must concentrate on safety measures being it is one of the major time passing centre of Coimbatore. CONCLUSION Today multi storey shopping malls are a shopaholic s paradise in Coimbatore. Brookefields shopping malls accommodate every taste, pocket and style. Also, the city of Coimbatore offers ample shopping opportunities to tourists who come here to spend their vacation. Most respondents expressed that the shopping malls are just not a place to shop due to its constant availability, but has also created an ideal environment for social interaction for people of all ages. REFERENCES 1. P.,Pirakatheeswari (2010) Retailing in India available at http // 2. CII (2005). Retail Scenario in India, Unlimited Opportunity available at http// icmrrjournal@gmail.com

9 3. S., Balamurugan. (2011). Managing the Future (Retailing) available at http// html. 4. Panchanatham and Gnanaguru (2008) Retail Advertising and promotional Strategies in Growing Consumer Market 2010 Journal of Economics and Management Strategy Volume Kearney (2006) The Role of Marketing. Journal of Marketing, Special Issue, Sengupta Anirban (2008) Research Opportunities retailing in Commerce, Decisions Support Systems, Vol.21, pp Srivastava (2008) Switching to fun malls Consumer Characteristics and the perception of Sopping Benefits International Journal of Retail & Distribution Management, Volume 30 number 3, pp Metros (2010) Factors affecting Search Intention and Purchase Intention. Seoul Journal of Business, 10 (2),