PROJECT

ON

MARKETING MANAGEMENT

SHOPPING MALL

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 MARKETING PROJECT

ON

SHOPPING MALL

NAME: MRINMOY CHAUDHURY

ENROLMENT NO: 011102003

PROGRAM: PGDIB 02

Term : 6

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 Contents

1. Introduction Pg. no.

What is a shopping mall? ................................................. 4

Advantage and disadvantage
Brief history
Type of shopping malls
Components
2. Objective……………………………………….. 9

What are the key factors which is making shopping mall hugely successful?

Effect of shopping malls on the small retailers.

3. Methodology……………………………..…………. 13

4. Questionnaire ……………………………………….15

5. Finding………………………………..…………….. 17

6. SWOT………………………………………………. 26

5. Recommendations ………………………..………… 29

6. Conclusion ………………………………………… 35

7. Bibliography ……………..………………………... 37

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 INTRODUCTION

Shopping malls

The latest trend in the corporate universe is of the emergence of the shopping malls.

Shopping malls are an emerging trend in the global arena. The first thing that comes
in our mind about the shopping malls is that it is a big enclosed building housing a
variety of shops or products. According to historical evidences shopping malls came
into existence in the middle ages, though it was not called so. The concept of
departmental stores came up in the 19th century with the Industrial Revolution.
Consumers wanted a better shopping experience and this demand gave rise to the
emergence of shopping malls in India.

Originally the first of the shopping malls was opened in Paris. Then the trend followed
in the other metros over the world, and there was a spree of shopping malls coming up
at various places. In this age of mass production and mass consumption, the concepts
of shopping malls is most modern method of attracting consumers. The concept of
shopping was altered completely with the emergence of these shopping malls.

Shopping was no longer limited to a mere buying activity - it has become

synonymous with splurging time and money. People simply go about roaming through
the shopping mall in order to peep through the window of the shop and often ending
up buying something they like. The consumers desire a combination of comfort and
suitability which the shopping malls cater to, and so this format of shopping has
become so popular all over the world, and especially so in India. The inclusion of
amenities like restaurants, multiplexes, and car parks attract more and more crowds to
shopping malls, that are considered family hangout zones.

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Advantages of shopping malls:

 Increase in the growth of the organized retail sector

 Monumental increment in economic growth
 Employment generation by the organized retail sector
 Good competition means better products & services

Disadvantages of shopping malls:

 The companies with superior resources would muscle out the ones inferior to
them.
 Monopolization of the organized retail sector

In India, the emergence of shopping malls has mostly altered the lifestyle of the
consumers. With the growth in income, changing attitudes, and also the demographic
patterns favor the emergence of shopping malls.

The trends to follow in the future:

 The shopping malls favor a growth in the Indian organized retail sector by
10% within 2010
 There would be different formats of shopping malls depending on the region.

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Brief history

In the United States, people began moving to the suburbs during the 20th century.
Shopping malls were built to serve consumers living in areas outside of the cities. By
1916, a shopping mall called The Market Square opened for business in Chicago, IL. The
facility was comprised of 28 stores, apartments, and offices. The Market Square was
located in the expensive Lake Forest suburb and is thought to be one of the first planned
shopping centers in the U.S.

In 1950, the Northgate Shopping Center was built in Seattle, Washington. This shopping
mall boasted two rows of stores on each side of an open-air section where shoppers could
walk. Two department stores anchored each end of the shopping center. The first
enclosed shopping mall was Southdale Center in Edina, Minnesota which opened its
doors in 1956.

Up until the mid 1990s, most modern-day developers built enclosed shopping malls in
order to create a climate-controlled shopping environment. Today, developers are
returning to the creation of open-air shopping malls. Outlet malls, shopping centers
featuring name brand retailers selling their products at discounted prices, are often built
in an open-air format.

Types of Shopping Malls

In general, you will find only regional centers, superregional centers, and
fashion/specialty centers on this Web site. Relatively few community centers were
chosen, but appear here because the center may have, at one time, been considered a
regional center. Only a few theme/festival centers were listed in heavily urbanized areas,
such as San Francisco, because of their particular attractiveness or size. Finally, the new
designation, lifestyle center, displays because of their classic-mall type appearance even
though they are without a classic-mall anchor store.

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Fashion/Specialty Centers

Characterized as higher end, fashion oriented centers between 80,000 and 250,000 sq. ft.

Community Centers

Characterized as having between 100,000 and 350,000 sq. ft. Usually two types of
anchors, such as a discount department store or large specialty/discount apparel store.

Lifestyle Centers

A new designation that has a loose definition. Generally, it's a center that does not have
an anchor tenant in the classic sense (that is, a department store). However, lifestyle
centers increasingly have a cinema as a major tenant. Others have just a small collection
of exclusive shops.

Outlet Centers

Characterized as manufacturers' outlet centers between 50,000 and 400,000 sq. ft.

Regional Centers

Characterized as having between 400,000 and 800,000 sq. ft. Usually two or more
anchors, such as a conventional department store, junior department store, mass
merchant, discount department store, or fashion apparel store.

Superregional Centers

Characterized as having over 800,000 sq. ft. Usually three or more anchors, such as a
conventional department store, junior department store, mass merchant, or fashion
apparel store.

Theme/Festival Centers

Characterized as tourist-oriented, retail and service centers between 80,000 and 250,000
sq. ft.

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Components of shopping mall

Food court

A shopping mall food court consists of food vendors offering a selection of food. At a
typical food court, food is ordered at one of the vendors and then consumed at a seating
area, which is normally a plaza surrounded by the counters of the multiple food vendors.

Department stores

A department store is a retail establishment which specializes in selling a wide

range of products without a single predominant merchandise line. Department stores
usually sell products including apparel, furniture, appliances, electronics, and
additionally select other lines of products such as paint, hardware, toiletries,
cosmetics, photographic equipment, jewelry, toys, and sporting goods. Certain
department stores are further classified as discount department stores. Discount
department stores commonly have central customer checkout areas, generally in the
front area of the store. Department stores are usually part of a retail chain of many
stores situated around a country or several countries.

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 OBJECTIVE

The purpose of doing the project is to find out:

1. What are the key factors which is making shopping mall hugely
successful

2. Effect of these shopping malls on the small retailers

1. WHAT ARE THE FACTORS THAT IS MAKING SHOPPING MALL

HUGELY SUCCESSFUL ?

“The success of modern shopping centers relies on a number of critical success

factors. These factors include attainability, effortless business, service variety,
ambience, price, active marketing and cleanliness,” says Arto Lindblom, Professor of
Retail and Channel Management at the Helsinki School of Economics.

The atmosphere of shopping center created by sound registration, color scores and
illumination, alongside with the professional concept create additional comfort for
visitors which influences loyalty of buyers and their desire to pass more time in the
shopping center.
Honestly speaking, the competition is amplifying, and factors on which we did not
reflect earlier (color, light, a sound and even smells) now act as an advantage in
fighting for the buyer.

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 2. FFECT OF SHOPPING MALLS ON THE SMALL RETAILERS ?

Retail trade contributes around 10-11% of India’s GDP and currently employs over 4
crore people. Within this, unorganized retailing accounts for 97% of the total retail trade.
Traditional forms of low-cost retail trade, from the owner operated local shops and
general stores to the handcart and pavement vendors together form the bulk of this sector.
In the absence of any significant growth in organized sector employment in India in the
manufacturing or services sector, millions are forced to seek their livelihood in the
informal sector. Retail trade, which has been a relatively easy business to enter with low
capital and infrastructure needs, has acted as a refuge source of income for the
unemployed.

Organized retailing has witnessed considerable growth in India in the last few years and
is currently growing at a very fast pace. A recent KPMG survey report prepared for the
FICCI states that organized retail, estimated as a $ 6.4 billion industry in 2006, is
projected to reach $ 23 billion by 2010. The share of organized retail in overall retail
sales is projected to jump from around 3% currently to around 9-10% in the next three
years. A number of large domestic business groups have entered the retail trade sector
and are expanding their operations aggressively. Several formats of organized retailing

10
like hypermarkets, supermarkets and discount stores are being set up by big business
groups besides the ongoing proliferation of shopping malls in the metros and other large
cities. This has serious implications for the livelihood of millions of small and
unorganized retailers across the country.
Need to Regulate Organized Retail

Large format retailing is controlled and regulated across the world. The experiences of
Western European as well as South East Asian countries are particularly relevant in this
regard. However, an appropriate regulatory framework for the organized retail sector in
India has to be framed keeping in mind the Indian specificities. India has the highest shop
density in the world with 11 shops per 1000 persons, much higher than the European or
Asian countries. The potential social costs of the growth and consolidation of organized
retail, in terms of displacement of unorganized retailers and loss of livelihoods is
enormous. Regulation in India therefore needs to be more stringent and restrictive. There
are broadly three ways in which the adverse impact of the rapid and unbridled expansion
of organized retail can be felt:

1. Around 95% of the 12 million shops in India have a floor area of less than 500 square
feet. The impact of the growing market share for organized retailers is being manifested
in the falling sales for the unorganized retailers in several places. The NSSO surveys
already indicate a significant decline of more than 12.5 lakhs in the number of self-
employed retailers in urban India (by current weekly status) between 1999-2000 and
2004-05. Further acceleration in the growth of organized retail would eventually result in
making business unviable for a large number of unorganized retailers, particularly in the
event of a slowdown in consumption growth and retail sales. In the backdrop of huge
unemployment and underemployment persisting in India, small-scale retailing still
provides livelihood security to around 20 million urban workers and 12 million rural
workers. Their displacement would further worsen the unemployment scenario.

2. Giant organized retailers use their monopoly buying power to squeeze small producers
of agricultural as well as manufactured products. The experience of the farmers of

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developing countries with the giant food retailers has been particularly bad. The farmers
become dependent upon the inputs, credit and technology supplied by the food retailers
and end up being at their mercy in terms of prices for their produce and quality standards.
Contract farming, which is the preferred mode of operations as far as the agribusiness
corporations and food retailers are concerned, has led to agrarian distress in many places.
Moreover, uncontrolled diversification in agriculture away from foodgrains can imperil
food security. In the backdrop of the crisis being already faced in Indian agriculture, the
entry of large retailers with monopsonistic control can aggravate the situation.

3. The proliferation of large format retail outlets reshapes the urban landscape in myriad
ways. Land use patterns change drastically, often in violation of city plans. Given the
unplanned and chaotic path of urban development witnessed in India over the past decade
and a half, and the pathetic state of urban infrastructure, the proliferation of large format
retailers will only accelerate the undesirable trends of predatory real estate development
and unsustainable pressures on urban infrastructure and the environment. Rather than
enhancing choices for the consumers, especially the lower income groups, proliferation
of large format retail stores would kill competition, lead to closure of neighbourhood
markets and make consumers solely dependent upon the organized retailers. This would
also increase the propensity to use private vehicles for shopping thus leading to more
pollution.
Regulation of the organized retail sector has to address all these areas of concern
mentioned above. Organized retail cannot be allowed to grow in a way, which displaces
existing unorganized retailers, jeopardizing livelihoods in the absence of other
employment opportunities. The interests of the small producers, especially farmers, also
have to be protected by preventing the emergence of local monopolies/monopsonies. It
has to be ensured that competition is not stifled and potentially monopolistic practices in
credit, input and output markets are not encouraged by the entry of large corporate
retailers. Moreover, undue pressure on urban infrastructure and the environment arising
out of the proliferation of large format retailers has to be prevented.

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 METHODOLOGY

For finding out various details of our project we have to find the various factors
which is making the shopping malls so attractive to the customer. is it the huge
variety attainability, effortless business, service variety ambience, active marketing
and cleanliness . we have to also find out the what is the impact of these malls on the
small retail shops.
We have to visit various shopping malls and by observation method we have to find
out the various factors which is making these malls so attractive to the customer, we
also need to interview the customer and ask them about their choice and preferences
like what are the thing they like about the shopping malls that includes (variety, price
shopping environment, service, cleanliness, attainability) etc.

And for finding out the impact of these malls on the small retailers we need to
interview some small retailer and know their opinion and position.

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In addition, on most customer satisfaction projects we look to:

 Define customer service

 Measure customer expectations
 Measure customer perceptions
 Identify gaps between expectations and perceptions
 Identify priorities for improvement
 SWOT analysis of retail

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 Questionnaire

For finding out the objective, a small survey has been done by me. 30 customers of
different age, sex and economic class from 5 shopping malls (big bazaar, Spencer,
city center, south city mall and subiksha) that I have visited based on their response
this is what I have found.

1. what according to them are the factors which influence their behavior ,while going for
shopping?

2. When asked what are the things they liked about shopping malls?

3. When asked, Where do they do their regular monthly shopping?

4. When asked whether they are aware of the condition of the small retailer due to these
shopping malls?

5. When people from the young age group were asked where they prefer shopping and
why, this is what we found?

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After interviewing 10 small retail shop owner from various parts of the city this is
what I found.

1. shop owners when asked about the effects on their business when ever there is a
shopping mall around the area

2. When asked, who according to them are the customers who are still loyal to them

3. When asked about the strategies they are adopting to fight with the situation?

4. When asked should the government interfere in between and give them protection?

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 FINDINGS

1. what according to them are the factors which influence their behavior ,while
going for shopping?

Following are the important factors according to them:

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2. When asked what are the things they liked about shopping malls?

Response in percentage
price and service variety shopping environment & cleanliness

0%

20%

51%

29%

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3. When asked, Where do they do their regular monthly shopping?

Response in percentage
come to the shopping malls go to the small retailer

0% 0%

45%

55%

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4. When asked whether they are aware of the condition of the small retailer due to
theses shopping
mall

Response in percentage
people said yes people said no people said they don’t know

10%

23%

67%

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5. When people from the young age group were asked where they prefer shopping
and why, this is what we found?

Response in percentage
of them preferred shopping in malls: price, environment and variety where the main factors
according to them.
of them preferred shopping in small retail outlets: distance of the shop from their
home, shopping habits were the main reason according to them.

11%

89%

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After interviewing 10 small retail shop owner from various parts of the city this is
what I found

1. shop owners when asked about the effects on their business when ever there
is a shopping mall around the area

Response in percentage
said it affects their business very badly said it doesn’t affect their business

5%

95%

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2. When asked, who according to them are the customers who are still loyal to
them

Manily People of the older age group for whom distance from there home is a
prime factor and the customer with whom they had a very good and long
relationship are the ones who are still loyal.

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3. When asked about the strategies they are adopting to fight with the situation?

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4. When asked should the government interfere in between and give them
protection?

Response in percentage
said yes, the government must act at once and give them some protection.
said they don’t know

3%

97%

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SWOT Analysis of retail(shopping malls)…

A SWOT analysis of the Indian organized retail industry is presented below:

Strength:

1. Retailing is a " technology-intensive" industry. It is technology that will help the

organized retailers to score over the unorganized retailers. Successful organized retailers
today work closely with their vendors to predict consumer demand, shorten lead times,
reduce inventory holding and ultimately save cost. Example: Wal-Mart pioneered the
concept of building competitive advantage through distribution & information systems in

the retailing industry. They introduced two innovative logistics techniques � cross-

docking and EDI (electronic data interchange).

2. On an average a super market stocks up to 5000 SKU's against a few hundreds stocked
with an average unorganized retailer.

Weakness:

1. Less Conversion level : Despite high footfalls, the conversion ratio has been very low
in the retail outlets in a mall as compared to the standalone counter parts. It is seen that
actual conversions of footfall into sales for a mall outlet is approximately 20-25%. On the
other hand, a high street store of retail chain has an average conversion of about 50-60%.
As a result, a stand-alone store has a ROI (return on investment) of 25-30%; in contrast
the retail majors are experiencing a ROI of 8-10%.

2. Customer Loyalty: Retail chains are yet to settle down with the proper merchandise
mix for the mall outlets. Since the stand-alone outlets were established long time back, so
they have stabilized in terms of footfalls & merchandise mix and thus have a higher
customer loyalty base.

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Opportunity :

1. The Indian middle class is already 30 Crore & is projected to grow to over 60 Crore by
2010 making India one of the largest consumer markets of the world. The IMAGES-KSA
projections indicate that by 2015, India will have over 55 Crore people under the age of
20 - reflecting the enormous opportunities possible in the kids and teens retailing
segment.

2. Organized retail is only 3% of the total retailing market in India. It is estimated to grow
at the rate of 25-30% p.a. and reach INR 1,00,000 Crore by 2010.

3. Percolating down : In India it has been found out that the top 6 cities contribute for
66% of total organized retailing. While the metros have already been exploited, the focus
has now been shifted towards the tier-II cities. The 'retail boom', 85% of which has so far
been concentrated in the metros is beginning to percolate down to these smaller cities and
towns. The contribution of these tier-II cities to total organized retailing sales is expected
to grow to 20-25%.

4. Rural Retailing: India's huge rural population has caught the eye of the retailers
looking for new areas of growth. ITC launched India's first rural mall "Chaupal Saga"
offering a diverse range of products from FMCG to electronic goods to automobiles,
attempting to provide farmers a one-stop destination for all their needs." Hariyali Bazar"
is started by DCM Sriram group which provides farm related inputs & services. The
Godrej group has launched the concept of 'agri-stores' named "Adhaar" which offers
agricultural products such as fertilizers & animal feed along with the required knowledge
for effective use of the same to the farmers. Pepsi on the other hand is experimenting
with the farmers of Punjab for growing the right quality of tomato for its tomato purees &
pastes.

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Threats :

1. If the unorganized retailers are put together, they are parallel to a large supermarket
with no or little overheads, high degree of flexibility in merchandise, display, prices and
turnover.

2. Shopping Culture: Shopping culture has not developed in India as yet. Even now malls
are just a place to hang around with family and friends and largely confined to window-
shopping.

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 Recommendations

Framework for a National Policy on Regulating Organized Retail

Small retailers need protection and policy support in order to compete with organized
retail. The Ministry of Housing and Urban Poverty Alleviation has formulated a National
Policy for Urban Street Vendors. The policy proposes several positive steps to provide
security to street vendors considering it as an initiative towards urban poverty alleviation.
However, what is required is a more comprehensive policy, which addresses the needs of
small retailers, especially in terms of access to institutional credit and know how to
upgrade their businesses.

A regulatory framework for organized retail should also be framed. Since the operations
of organized retailers impact upon various sectors of the economy, policy guidelines
should be framed involving all the relevant Departments, namely Commerce, Agriculture
and Urban Development. Moreover, since regulation of the large format retailers would
mainly be in the domain of the states and local bodies, State Governments have to be
consulted and involved in the process of framing policy guidelines. A Central legislation
or a Model legislation, which can be enacted by the State Governments, may also be
considered for this purpose.

In addition, the UPA Government should also abandon the moves to permit FDI in retail
trade through the back door, as in the case of the joint venture between Wal-Mart and
Bharti whereby the former proposes to operate in the cash-and-carry segment while the
latter in the front-end. It is more than obvious that this proposed joint venture is nothing
but a subterfuge, to circumvent the existing policy regime, which does not allow FDI in
retail. The entry of giant MNCs like the Wal-Mart, TESCO, Carrefour etc, besides

29
accelerating manifolds the already rapid growth of organized retail, would also sabotage
any attempt by the Government to regulate the sector in order to protect the interests of
the small retailers and farmers. The UPA Government should take a categorical position
on this issue. Not allowing MNCs to operate in the retail sector should be the starting
point of the national policy on retail.

The issues, which need to be addressed in the regulatory framework for organized retail,
have already been discussed above. Some suggestions are made below which seek to
address those issues:

A Licensing System for Organized Retail

1. A system of licensing should be introduced for organized retail. Any retail outlet
with floor area over an appropriate minimum floor area should require prior
license from local authorities (city corporations or municipalities). Corporate
entities should not be allowed to operate retail outlets below the specified
minimum floor area
2. The authority to grant licenses should be the urban local bodies. A dedicated
committee/board/department should be set up by the urban local bodies, with
representation from street vendors and small retailer associations, which should
be empowered to grant licenses to organized retailers.
3. The system should be devised in a manner so that there is transparency in the
process of granting licenses in order to prevent corrupt practices. A process of
open bids for granting licenses may be considered.
4. Considering the multiplicity of formats of organized retail, there should be
separate sets of regulations for each format, based on floor area. Slabs should be
set for the different retail formats, like discount stores, supermarkets,
hypermarkets, shopping malls etc based on floor area.
5. Licenses for each format should be given on the basis of a population criterion,
i.e. not more than X number of large format retail stores of Y format per Z
population. The criteria may vary between states and cities depending upon the
nature of the retail sector and needs of consumers. However, a commonality
should exist in terms of assessing the employment impact by the local authorities

30
 in a scientific as well as democratic manner, before granting license for a large
format retail outlet.
6. There should be appropriate caps both on the total number of large format retail
outlets that are being granted licenses in particular areas as well as on the
maximum floor area for a retail outlet.
7. Retail outlets above a certain floor area should not be allowed to operate within
existing commercial zones/areas. In case a license is granted for a large format
retailer within an existing commercial area, it should only be on the basis of an
agreement to share a substantial proportion of its floor area with small retailers at
concessional rent. The allotment of space to small retailers in such cases should
be done by the license issuing authority.
8. Giant retail outlets like hypermarkets, which attract large numbers of customers
should have adequate parking space and should ideally be located outside city
limits. Environmental Impact assessment should also be mandatory for giant retail
outlets whose floor area exceeds a specified limit.
9. Penal provisions, including withdrawal of licenses, should be laid down for
violation of the terms and conditions of licenses by organized retailers.

Government’s Role in Preventing Private Monopolies

1. A single large format retailer should not be allowed to capture a large market
share. For this it is important to restrict the number of retail outlets that a single
private entity can open in a city, state as well as region. Under no circumstances
should a national level monopoly be allowed to develop in the retail sector.
2. There should be guidelines to prevent predatory pricing and below-cost sales by
organized retailers. A mechanism should be set up where complaints against
predatory pricing can be registered by small retailers. The Competition
Commission in India is not suitably equipped to handle such issues. A dedicated
mechanism is required for this purpose.
3. In order to prevent the development of big private monopolies in retail trade, it is
also important for the Government to ensure its presence in the market. Several

31
 Government marketing agencies exist, both at the Central as well as State levels.
With a few exceptions, these agencies have been experiencing decay, owing to
various factors. These marketing agencies should be revived and encouraged to
grow and compete with private large format retailers.
4. Consolidation of several Government marketing agencies in order to create a few
big public sector retail chains should be seriously considered, which can also
invest in developing modern supply chain infrastructure. Panchayati Raj
Institutions (PRIs) should be involved in the administration of cold storages and
procurement centres.
5. Encouragement should be provided to the existing retail chains in the cooperative
sector. New retail cooperatives should also be promoted. Partnerships between
existing Government marketing agencies and cooperatives can also be considered,
especially in food retail where synergies exist.
6. The State Governments or urban local bodies should levy a cess on the VAT on
all goods sold by large format retail outlets (including those in the public sector)
in order to create a level playing field between the organized and unorganized
retailers. Revenues generated from the cess can be used to create a dedicated fund
to provide infrastructure support, financial assistance or cheap credit for
unorganized retailers to improve and upgrade their operations.
7. Tax incentives should not be provided, either by the Central or State
Governments, for the setting up of procurement/distribution centres or “rural
business hubs” by private players. Neither should tax breaks be provided to
private players for contract farming.

Safeguarding Farmers’ Interests

1. Handing over farmland to food retailers for contract farming should not be
permitted. Rules for contract farming should ensure that there is no possibility of
farmers being alienated from their land, even if there is a failure in meeting
contract commitments.
2. Contract farming should be regulated and monitored by the Government to
protect the interests of farmers. Farmers should be encouraged to form groups or

32
 cooperatives in order to enter into contracts collectively with corporate rather than
entering into individual contracts.
3. The processes of credit provision linked to input supplies and subsequent
purchase of the crop, all by one private player, need to be regulated carefully by
State authorities and PRIs. Supply of inputs like seeds need to be monitored by
the Government. It is also important to ensure that monoculture is avoided.
4. It should be ensured that the farmers are not denied the opportunity of selling their
produce over and above the quantity specified in the contract to other agencies at
a price higher than what is specified in the contract. Farmers also need to be
protected from arbitrary refusal by the contracting parties to buy their produce on
grounds of ‘poor quality’. The Government should reserve the right to intervene
in such contracts in situations when they are found to be operating to the
detriment of farmers’ interests.
5. Large procurement centres created by corporate retailers should compulsorily
have separate space for Government agencies. The scope of activities of the
Government agencies would depend on the scale of operations. They may range
from a single information centre for Government services to various Government
agencies supplying inputs, providing extension services, disbursing credit and
undertaking procurement. Several State Governments have amended their APMC
Acts in accordance with the Model APMC Act framed by the Central
Government. That model Act itself needs to be changed incorporating the
suggestions made above. State Governments should also be persuaded to do the
same.
6. It has to be ensured that a single corporate retailer does not monopolize
procurement operations in a district or area. It is therefore absolutely critical that
both public procurement agencies and cooperatives are given support, incentives
and freedom to compete with the corporate retailers. This would require special
initiatives from the State Governments to reinvigorate the Government agencies.
The Central Government should also provide adequate funds required for the
purpose.

33
7. Private procurement of food grains by large players who can manipulate the
market should be discouraged. The experience of the last two years shows how
the free hand given to corporate players has led to shortfalls in public
procurement necessitating wheat imports. There is an urgent need to strengthen
and expand the public procurement machinery into more areas and provide it with
the required flexibility to ensure adequate procurement at remunerative prices.
Private procurement of food grains, wherever it takes place, should be closely
monitored by the PRIs and the Government.
8. Food retailers or other agribusiness companies should not be allowed to corner
and hoard food grains stocks under any circumstances. To prevent cornering of
stocks by private players with the associated potential for speculation, there
should be rules for public disclosure of stock holding levels. Public agencies
should be empowered to purchase food grains from the private holders at pre-
specified prices if their stocks exceed a specified level.

34
 CONCLUSION

After looking at the above data we have come to a conclusion that presently there is a
tend of considerable increase of shopping malls in all the metro cities , small towns and a
large section of middle class , upper middle class people are coming for shopping
because of the following reasons:

1. Customers convenience for shopping. Items from food to clothing, grocery to

electronics are available under one roof.

2. Better environment and improved customer service.

3. compitive price with seasonal discount various gift scheme.

4. Various options to the customer for choosing brand and variety.

5. Ample scope of promoting sales and enhance brand image.

6. Availability of parking space for their car

7. Scope of employment at local area for various segment.

Considering mash rooming of shopping mall, small business man, shop owners and
farmers are facing acute financial problem as their business transactions are reducing
sharply. Loosing employment by the employee of small shop owners, many of them who
were dependent on the small shop for their living are facing the heat.

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On one hand where the shopping malls are slowly capturing the market due their superior
power and size for which they are able to attract more and more customers towards them,
on the other hand due to growing trend of shopping mall , especially the farmers and the
small shop owners of groceries and other house hold goods are affected as considerable
number of customers are shopping these items from shopping malls instead of normal
market, and the profit margin is slopping towards the shopping mall

To encounter the situation it is required to impose rule or preferably ban by the concerned
authority to restrain sales of some particular items (fruit, vegetables and some other
glossary product) from shopping mall. This will give the small shop owner and the
farmers some protection against the giant shopping malls, so that they can get back to
their normal state.

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 Bibliography

www.google.com
http://www.ammas.com/topics/Market_Research/a144646.html
http://www.bigmallrat.com/types-of-malls.html
http://www.newworldencyclopedia.org/entry/Shopping_mall
http://www.amazon.com/gp/richpub/syltguides/fullview/R25NB8OBISEFAF
http://www.ehow.com/about_4570916_history-shopping-mall.html
http://www.answers.com/topic/shopping-mall
retail.about.com/od/location/a/retail_location.htm
www.trulia.com/.../Shopping.../What_types_of_shopping_are_available_in_or_around_
-4353
valuationresources.com/.../SIC6512ShoppingCenters.htm
www.wilsonweb.com/search/cat.php?querytype...ca_Mall

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