Consumer Behaviour towards

Organised Food Retail in India

A study of the transforming socio-cultural scenario
influencing the Indians food buying behaviour
Content
Review Theory and Research Question

Introduction of Emperical approach

Methodology

Limitations of study

Questionnaire

Time line
Research Question

Which factors and aspects are influencing the Indian

consumers outlook towards the emerging organised
food retail market?
Research Objective

Why is it important for the emerging organised food retail

sector to consider these foctors in strategic decision
making?
Theory Review
Culture - Geert Hofstede's difinition of culture

Culture of India

Consumer culture in India (The psychology and

factors influencing Indian consumers decision making)
Theory Review (contd.)
What is consumer Behaviour

Indian Consumer behaviour

Emperical Approach

Study of the Social Structure

- Demography
- Income
- The „Aspirants“
Limitations to Study

Focus- Northern Indian

Social structure and
culture(Delhi)

Study of the consumers of

young working class age gr
18-35

Consumer perception
towards food segment
Methodology
-Explorative study to research characteristics and factors
special to India which are influencing
the behaviour in the young and „aspiring“

-Semistructured interviews to find out the above mentioned

segment's perception

- 8/10 candidates to be interviewed through skype

Questionnaire sample
o Questions about candidate (age, sex, profession, salary)

o Questions about the buying behaviour

1. Facts
e.g . Where do you go shopping to buy food ?

2. Questions to personal outlook

e.g.
-What is your general view about grocery shopping?
Is it more of an essential task or routine or leisure activity?
-Which services (credit, home delivery, personalised relations) would
primarily affect your grocery store choice?

3. Hypothetical questions,
If supermarkets are largely more beneficial then would you be willing to
give up the traditional “Kariana” stores?
Timeline
22.01.10- First Colloquium

05. 05.10- Second Colloquium

30 08.10- Thesis Submission

Thank you for your time and for listening !