Distance Education Wing SIKKIM MANIPAL UNIVERSITY OF HEALTH, MEDICAL & TECHONOGICAL SCIENCES (5th Mile, Tadong, Gamgot-737
102 Code No. – 1502)
A Project on Consumer Behavior
Submitted by Vikas Sharma
A project report submitted in partial fulfillment of the requirements for Master of Business Administration Of Sikkim Manipal university, INDIA
I here by declare that the project report entitled
A Project on Consumer Behavior
Submitted in partial fulfillment of the requirements for the degree of Master of business Administration
To Sikkim-Manipal University, India, is my original work and not submitted for the award of any other degree, diploma, fellowship, or any other similar title or prizes
Place:- Indore Date:- 1/11/2010
Name of student Vikas Sharma
A Project on Consumer Behavior
is approved and is acceptable in quality and form
Internal Examiner External Examiner
This is to certify that the project report entitled
Project on consumer behavior
Submitted in partial fulfillment of the requirements for the degree of Master of Business Administration of Sikkim-Manipal University of Health, Medical and Technological sciences
has worked under my supervision and guidance and that no part of this report has been submitted for the award of any other degree, Diploma, fellowship or other similar titles or prizes and that the work has not been published in any journal or Magazine.
CENTRE CODE: 1502 (MBA)
Any successful project consumes dedication, cooperation, coordination
and several resources like knowledge, study, energy and time. Patience, determination and perseverance coupled with help and encouragement from several quarters has paved the path to the success of this project. We would like to thank Sikkim Manipal University, INDIA for providing this of opportunity to prepare this valuable project. No work can be accomplished without the guidance and help of the staff of India Bulls Mart. We are extremely grateful to Mr. Vikash kashyap for their constant support and benevolent help. We express our special thanks to the respondents for their untiring support to our project, to the dealer and their staff for their help, Cooperation to get us maximum knowledge, their valuable time and make available all the required material. We owe a great deal of gratitude of our teachers & friends who provided us their experiences, suggestion and insight knowledge at various stages in this project. The experience gained by us during the period of project has been in value and certainly a memorable experience of our life.
Students Services Housewives Businessmen
44 82 45 38
Indore during our MBA Program . The sample was segmented on the basis of occupation. The following project start with an idea regarding the study of booming trends in organized retail in Indore. The sample people include the people of the city of Indore.Executive Summary
am the student of CHIMC Indore. undertook the research project at India Bulls mart . The survey was conducted by designing a schedule as the research instrument. Through or with the help of questionnaire and this project also helped IndiaBulls mart to know the consumer opinion and interest towards IndiaBulls mart and its growth in the local market. the segments were:
. The data collection method was primary Data Collection. Sample size being 200. Schedule was use to meet the exploratory as well as the descriptive nature of the research.
About IndiaBulls Mart
Consumer Behavior Research Methodology a) Research Objective b) Research Design c) Research Process Graphical Analysis SWOT Analysis Findings and Suggestions Annexure a) Questionnaire b) Bibliography 43-47
.Table of Content
• Acknowledgement • Executive Summary Chapter Name
Indian Retail Scenario
strong income growth and favorable demographic patterns.44 billion turnover in 2007-08 as against US$ 16. modern retail is likely to increase its share in the total retail market to 22 per cent by 2010. Indian retail is expanding at a rapid pace. The fastest growing segments have been the wholesale cash and carry stores (150 per cent) followed by supermarkets (100 per cent) and hypermarkets (7580 per cent). organized retail has increased its share from 5 per cent of total retail sales in 2006 to 8 per cent in 2007.73 per cent. on the back of major retail developments even in tier II and tier III cities in India. is expected to touch 40 million square feet by end-2007 and an estimated 60 million square feet by end-2008. Organized retail segment has been growing at a blistering pace. The Indian retail market. Continuing the robust growth of the organized retail in India. the entry of domestic and international organized players is set to change the scenario. from a meager one million square feet in 2002. Of the 12 million retail outlets present in the country. Mall space. Alongside. exceeding all previous estimates. Simultaneously. Thought the market has been dominated by unorganized players.
Driven by changing lifestyles. India has one of the largest numbers of retail outlets in the world. the industry raked in US$ 25. nearly 5 million sell food and related products. a whopping growth rate of 49. according to industry estimates is estimated to grow from the US$ 330 billion in 2007 to US$ 427 billion by 2010 and US$ 637 billion by 2015. Indian cities are witnessing a paradigm shift from traditional forms of retailing into a modern organized sector. A report by Images Retail estimates the number of operational malls to more than double to over 412 with 205 million square feet by 2010 and further 715 malls by 2015. says Jones Lang LaSalle's third annual Retailer Sentiment Survey-Asia.RETAIL SCENARIO IN INDIA
India tops the AT Kearney's annual Global Retail Development Index (GRDI) for the third consecutive year.99 billion in 2006-07.
. Further. maintaining its position as the most attractive market for retail investment. according to the Credit Rating and Information Services of India. which is the fifth largest retail destination globally. According to a study by Deloitte Haskins and Sells. it estimates the organized segment to account for 25 per cent of the total sales by 2011.
which accounts for almost 80 per cent of the revenue. the branded segment comprises US$ 701.7 million of the total kids' apparel market-size of over US$ 3 billion. Already Indians splurge US$ 2.Luxury retail
With consumers for luxury goods more in numbers than adult population of several countries. And with a rapidly expanding population of high net worth individuals. retailers are busy bonding -.
Leading the kids' retail revolution is the apparel business.
When it comes to Indian children. the Indian luxury retail market is estimated to leap-frog from around US$ 3. is launching its kids' wear categories in India. the Versace of kids. with kids' clothing in India following international fashion trends. a number of foreign brands including French Connection. according to a survey done by AT Kearney. estimated to be the 12th largest in the world. French furniture brand Gautier is all set to hit the Indian retail market by the end of the year with a comprehensive range of furniture for children and infants. International brand Zapp tied up with Raymond to foray into kids' apparel. spend another US$ 953 million on luxury services and top it by buying luxury goods worth US$ 377 million. India could emerge as the next hub for luxury goods consumption. India's luxury market. Pantaloon's joint venture with Gini & Jony will set up a retail chain to market kids' apparel.9 billion on luxury assets. Consequently. La Pearla and Calvin Klein among others have already lined up for permission to infuse foreign direct investment through the single-brand retail window. Sanrio of Hello Kitty fame. Marks & Spencer. Industry experts say kids' retailing will touch annual growth of 30-35 per cent. is coming to India. Swiss kids wear brand Milou is collaborating with Tirupur-based Sreeja Hosieries. According to research firm KSA Technopak. Disney launched exclusive chains which stock character-based stationery. has been growing at the rate of 25 per cent per annum.
• • • • • • •
Mona Lisa. The UK based retail chain.5 billion to US$ 30 billion by 2015. Jimmy Coho.
there are over 49 million internet users in India. According to the Indian Marketing Research Bureau (IMRB) and Internet and Mobile Association of India (IAMAI). internet penetration (as a percentage of population) has grown to 12 per cent. Royal Palms are developing Orchard Road Mall in the western suburbs of Mumbai. up 3 per cent from last year's 9 per cent.01 million in 2006-07. has decided to develop similar malls in Tier II and Tier III cities. In fact. Top realtors and local retail chains are developing malls in regional boroughs. the e-tail market is estimated to grow by 30 per cent to US$ 273.Discount Malls
Even as the organized retail market is starting to take off. Ghatkopar. Significantly. An estimated 10 per cent of the total e-commerce market is accounted by e-tailing. Mumbai and Thane as 'City world'. from US$ 210. specifically to sell premium branded goods.
The increase in the PC and internet penetration along with the growing preference of Indian consumers to shop online has given a tremendous boost to e-tailing-the online version of retail shopping. According to online research and advisory firm JuxtConsult's 'India Online 2008'. both the number and variety of products sold online have grown exponentially.
. Arvind Mills Ltd's Mega mart and Provogue (India) Ltd's Promart among others. With todays. For example. Some of the other prominent discount retailers include Pantaloon Retail (India) Ltd's Brand Factory. there has been a continuous rise in the number of people accessing the internet. Similarly. there has been a concomitant surge in branded discount outlets in India.02 million in 2007-08. Akruti Nirman. At least 50 such malls are to come up in the next two years across the country positioned in the middle-to-the-premium end of the market. which is planning to brand its discount malls in Kanjurmag. net-savvy Indians making online purchases like never before.
32 billion mark by 2010 and US$ 60. In fact. franchised outlets of leading brands in India are estimated to sell 20 per cent more than the company-owned ones. And with immense potential seen in this segment. says a study by CII and YES BANK. increased access to information and communication technology and improving infrastructure. And with 87 per cent of rural markets not having access to any sort of organized marketing and distribution.Retail Franchising
Along with e-tailing another perceptible trend in the growth of organized retail market has been the concept of retail franchising. changing consumption patterns.2 million) by 2010.
. In addition. A number of companies have been taking this route driven mainly by the need to meet the increasing consumer expectations of quality. ambience and brand experience. with innovative schemes and human resource policies. according to Mr. this segment has tremendous potential for growth. retail franchising has been growing at the rate of 60 per cent in the last three years and is set to grow two-fold in the next five years. Corporate India is already firming up concrete plans to tap the rural retail market.43 billion by 2015. which is growing at double the rate of urban markets. the US$ 4 billion franchising industry is likely to see almost two-fold rise in the number of franchisees (from 0. rural retail market is estimated to cross US$ 45. this route also helps the big retailer players to rapidly foray into the tier II and III towns and rural areas. Rod Young. DC Strategy. According to industry estimates.
Led by the rising purchasing power. Executive Director. Consequently.
Kodak. Sony. Swarovski. Microsoft's first shop-in-shop pilot has been launched with the Tata Group subsidiary Infiniti Retail's multi-brand consumer durables retail format. Apple Inc has entered into an exclusive marketing and distribution deal with Reliance Retail through "iStore by Reliance Digital". Benetton. many others are also planning to foray into the Indian retail market. Lee. British retailer Marks & Spencer's has tied with Reliance Retail and plans to open at least 50 new stores in India over the next five years. India's vast middle class with its expanding purchasing power and its almost untapped retail industry are key attractions for global retail giants wanting to enter newer markets. Starbucks' enters India through a tie-up with the country's leading multiplex operator PVR Limited. will soon add 135 new stores to its existing 15 stores. Medicine Shoppe among others. World's leading coffee chain. The UK-based international coffee chain. Pizza Hut. Sharp. Levis. Wal-Mart. Croma. Esprit and Puma (that have entered the country) growing well over 100 per cent. Costa Coffee.
The world's largest retailer. Adidas. with an initial investment of up to US$ 58 million. TGIF. The Walt Disney Company. plans to double the number of retail outlets by the end of 2008.International Retailers
With international brands like Tommy Hilfiger. Nike.
. consumer product retailing arm of global animation giant.
Some of the international players that have already entered India include McDonald's. has tied-up with Sunil Mittal's Bharti Enterprises to enter Indian retail market. Dominos.
The Net worth of the Group exceeds USD 2 billion. the parent company from which IndiaBulls Real Estate and IndiaBulls Securities were emerged. and Special Economic Zones (SEZ) infrastructure development. IndiaBulls Real Estate Limited is India’s third largest property company with development projects spread across residential projects. 2008. a subsidiary of Standard and Poor’s.INDIABULLS MART
IndiaBulls Group is one of the top 15 business houses in country with business interests in Real Estate. Financial Services. IndiaBulls Group companies are listed in Indian and overseas markets and have a market capitalization of over USD 7 billion. IBFSL is amongst 68 companies constituting MSCI . with BQ-1 being the highest. Retail. Multiplex and Power sector. IndiaBulls Group companies enjoy highest ratings from CRISIL. ISL possesses state of the art trading platform. IBREL partnered with Farallon Capital Management LLC of USA to bring the first FDI into real estate. CRISIL has assigned the highest rating CRISIL BQ – 1 to ISL. IBREL is also developing over 50000 residential apartments pan India & has over 10000 acres of land bank. IndiaBulls has been conferred the status of a “Business Super brand” by The Brand Council. 104. The grading is expressed on a five point scale BQ-1 to BQ-5. is India’s leading Non-Banking Finance Companies (NBFC) which is primarily into extending retail and commercial loans and distribution of third party products. This is an opinion on the quality of operations and service offered by ISL.410 million as of 31 March. hotels. best broking practices and is the pioneer in trading product innovations. malls.Morgan Stanley India Index. Infrastructure. The lending business of IBFSL is rapidly growing with loan assets of Rs. IndiaBulls Financial Services Limited.
. IBFSL is also part of CLSA’s model portfolio of 30 Best Companies in Asia. IndiaBulls Securities Limited is India’s leading capital markets company with over 250 branches in more than 110 cities. Super brands India. commercial offices.
IndiaBulls Retail is committed to provide customers with Best quality products at lowest possible price. New Delhi. By FY09. cosmetics. Nagpur. Currently. Founded in 2007. Jaipur and Indore. Ludhiana and Nagpur. Marts to 100 and Wholesale stores to 25 across India. IndiaBulls Marts are neighborhood stores selling groceries and other daily need products in Mumbai. 36 super mart stores under IndiaBulls Mart and upcoming cash & carries stores under IndiaBulls Wholesale. IndiaBulls Retail plans to increase Mega stores to 35. accessories.000 sqft.000 articles at the best wholesale prices for Hotels. With a covered area of around 530. Caterers. Food and Non-food Traders. fragrances. home furnishing and décor products. IndiaBulls Wholesale offers over 18. IndiaBulls Mega stores are one-stop lifestyle shopping destinations offering extensive assortment across apparels. footwear.IndiaBulls Retail
IndiaBulls Retail is one of the fastest growing retailers having broad national brand presence with 47 stores located in 7 cities. Jaipur. 35 such stores are operational covering an area of 130. Institutional buyers and professionals
.000 square feet they are mostly located in malls in Pune. Pune. IndiaBulls Retail operates 9 Lifestyle stores under IndiaBulls Mega store. Par Excellence customer service and shopping convenience never seen before. Restaurants. Ahmedabad. Ahmedabad.
The Attention. Categories that Affect the Consumer Buying Decision Process A consumer. Personal 2. The first is cognitive psychology. motivations. Two major psychological disciplines come into play when observing and trying to explain Consumer Behavior. and behaviors of the individual influence and are influence by social groups. Consumer Behavior is the psychology behind marketing and the behavior consumers in the Marketing environment. Social
. and environmental events by which human beings conduct the exchange aspects of their lives. Consumer Behavior is defined as
“the dynamic interaction of affect and cognition. attitudes. making a purchase decision will be affected by the following three factors: 1. Cognitive psychology is the study of all knowledge related (mental) behaviors. Cultural 3.” In a more general way.DEFINITION
Psychology + Marketing = Consumer behavior
According to the “American Marketing Association”. Perception.” The affect and social influences by reference groups are two important topics studied in social psychology that has an important impact on Consumer Behavior. The second psychological discipline that has theories to explain certain phenomenon of Consumer Behavior is Social Psychology is “the study of the manner in which the personality. Memory\Comprehension and Decision making are the various aspects of cognitive psychology that play an important role in Consumer Behavior.
CULTURAL Culture refers to the set of values. PERSONAL Particular person has her\her uniqueness in demographic factors Sex.The marketer must be aware of these factors in orders to develop an appropriate MM for its target market. social. Age etc. and attitudes that are accepted by a homogenous group of people and transmitted to the next generation. reference groups. ideas and attitudes that are accepted by opinion leaders. person’s family. ideas. Race. class and culture. Culture also determines SOCIAL Consumer refers to the set of values.
. For example young people purchase things for different reasons than older people.
People undertake research in order to find things in a systematic way.
The objective of the study is to find the behavior of consumer towards their preference to purchase the item/product on the basis of following factors:
• • • • • •
Company Advertisement. The logic behind the method used. is explained. Number of times they have visited.
The questionnaire in this project was design which fulfilled our objective getting the information about the preferences of the customers. The research project involves an explanation of the methods used to collect information. argue why the results are meaningful and explain any limitations that are associated with them. What attracts them to decide to purchase? Service levels Product range and availability. so that research results are capable of being evaluated either by the researcher himself or by others.Research Methodology
Research methodology is a way to systematically solve the research problem. thereby increasing their knowledge. in context of research.
To identify the factors that influences the buyers to buy & non-buyers to buy from local players. To understand the most motivating factor for the people when they adopt a particular store To understand different marketing strategy adopted by the unorganized Retailer to fight with Organized Retailer.
The project is form of descriptive research.
Research Design for India Bulls Mart is planned structure and strategy of investigation conceived so as to obtain answers to research.e. Statistics is being used for the analysis.Research process
Research process consists of a series of action or actions or steps necessary to effectively carry out research and the desired sequencing of these steps. The research design can be understood as mentioned under The data used in this project was primary data. questions or objectives and also to control variances. Percentage analysis is used for statistical presentation of the primary data collection. The data was collected by the means of questionnaire.
. Fieldwork has been has been done in getting questionnaire filled by the respondents. The various steps can be summarized as follows Formulating the research problem Developing the hypothesis Preparing the research design Determining the sample design Collecting the data Analysis of the data Hypothesis testing Generations and interpretations Preparations of the report or presentation of the result i. formal write-up of conclusion reached.
This survey has been conducted among 200 peoples . which is a probability sampling. Mostly decision is taken by getting influence through our peer group or by celebrities. and group decision for home products.and mostly decision has been taken on individual basis in apparels category.
The sampling procedure used during the survey was stratified random sampling.They has been categorized as under:-
Students Services Housewives Businessmen
44 82 45 38
. This is because shopping ones personal belonging and generally people done it in group . done from different strata decided.Sampling Design
Definition of Population
The Sampled population is the existing and prospective customer of local players within the geographical boundary of city of Indore of Madhya Pradesh.
The sampling unit has been taken as individual as well as group activities.
Customers who are students
Customers who are Working class
Customers who are Housewives
Customers who are Businessman
Customer who goes to buy from organized retail
Customer who don’t go to buy from Organized Retail
(Tick) a) Once a week b) Fortnightly (15 days) c) Monthly
Total response 103 59 38 Expected no.e 103 of customers visit once a week to store.with the minimum expected cell frequency 66. 66.
Frequency of shopping 33 2 .67 66.67
CHI square Degree of freedom Asymp.67 66.1.How often do you shop.0%) have expected frequencies less than 5 .Graphical Analysis
0 cell (.ooo
T ta re p n o l s o se
1% 9 5% 1
a O ce aw e ) n ek b F rtn h (1 ) o ig tly 5 d ys) a c) M n ly o th
Interpretation: According to graph Out of 200 respondents 51% i.
5 1 .with the minimum expected cell frequency 100
Expected no.From where you prefer to shop: Total response (a) Organized retail 135 store(shopping mall) (b) Unorganized retail 65 store(traditional market) CHI square Degree of freedom Asymp. 100 100
Preference of shopping 24.Q2.ooo
Total response (a) organized retail store(shopping mall) (b) unorganized retail store(traditional market)
0 cell (.0%) have expected frequencies less than 5 .
According to graph Out of 200 respondents 67% i.ooo
26% 5% 33%
(a) Reliance Fresh (B) Indiabulls Mart (C) Aapurti (D) Others
.e 135 people prefer to shop from organized retail store.
Q3. If you buy from organized retail from where do you buy: (a) Reliance Fresh (B) IndiaBulls Mart (C) Aapurti (D) Others CHI square Degree of freedom Asymp.sig
0 cell (. 50 50 50 50
Place of shopping 46.08 3 .with the minimum expected cell frequency 50
Total response 72 66 10 52
Expected no.0%) have expected frequencies less than 5 .
Family 3.With whom you generally prefer to purchase (Tick)1.sig
0 cell (. Friends 2.Interpretation: According to graph Out of 200 respondent 36% i.
Q. 3.0%) have expected frequencies less than 5 .ooo
17% 1. Husband/wife
. 4. Friends Family Alone Husband/wife Total response 33 85 44 38 Expected no. 72 people like to shop from Reliance fresh followed by IndiaBulls Mart i.5. 2.e 66 .88 3 .e.with the minimum expected cell frequency 50
Company while shopping 33. 50 50 50 50
CHI square Degree of freedom Asymp. Alone 42% 4.
67 66.0%) have expected frequencies less than 5 .
Q6.e. According to graph. 66. (a) Agree (b) Disagree (c) Neither agrees nor disagrees CHI square Degree of freedom Asymp. Are you happy with the change in retail trend.67 66.. Out of 200 respondents 42% i.67
Total response 141 18 41
Expected no. i.8 2 .67
Attitude towards change 128.ooo
Total res pons e (a) A gree 21% (b) D is agree 9% 70% (c ) N either agrees nor dis agrees
.with the minimum expected cell frequency 66. from vendors to organized retail.sig
0 cell (.e 85 people shop along with their family member.
with the minimum expected cell frequency 17.52 3 .5 17.e 141people are happy with the change in retail.5 17.sig
0 cell (.5
Benefits of organized retail 37. 70% i.0%) have expected frequencies less than 5 .7 Services/benefits given by the organized retail are: (a) Excellent (b) Good (c) Average (d) Bad CHI square Degree of freedom Asymp.Interpretation: According to graph.5
Total response 21 36 12 1
Expected no.5 17.
(a) Excellent (b) Good (c) Average
0%) have expected frequencies less than 5 .8 Do you think shopping from organized retail store is status symbol: (a) Agree (b) Disagree (c) Neither agrees nor disagrees CHI square Degree of freedom Asymp.Interpretation: According to graph Out of 70 respondents 48%i.sig
0 cell (.67
Total response 100 51 49
Expected no.e 36 IndiaBulls customer considers its service as “GOOD”
Status symbol 25.01 2 .67 66.67 66. 66.with the minimum expected cell frequency 66.ooo
Total response (a) Agree 25% (b) Disagree 49% 26% (c) Neither agrees nor disagrees
with the minimum expected cell frequency 23.0%) have expected frequencies less than 5 .33 23. 23.Interpretation: According to graph.33 23.9 Are you loyal to your store? Total response (a) Agree 50 (b) Disagree 6 (c) Neither agrees 16 nor disagrees CHI square Degree of freedom Asymp.33
Loyalty towards store 45. 49% i.e.33
Expected no.63 2 .98 people think that shopping from organized retail is a sign of status symbol.ooo
T ta re o se o l sp n
2% 2 (a A re ) g e (b D g e ) isa re 8 % 7% 0 (c) N ith r a re s e e g e n rd g e o isa re s
0 cell (.
5 17.5 Preference on home delivery 93.e 50 IndiaBulls customer are loyal to the store.0%) have expected frequencies less than 5 .5 17.5 17.
Q.41 3 .ooo
CHI square Degree of freedom Asymp.with the minimum expected cell frequency 17.sig
0 cell (.Interpretation: According to graph.10 on which type of product you prefer home delivery a) Grocery (b) Fruit vegetable (c) Persona care (d) Home care Total response 52 and 17 1 0 Expected no.5
. 17. 70% i.
0 cell (.with the minimum expected cell frequency 23.11 Does home delivery service affect your purchase decision? Total response (a) Agree 30 (b) Disagree 22 (c) Neither 18 agrees nor disagrees CHI square Degree of freedom Asymp.33 23.33
Effect of home delivery 10. 75% i.T ta re o se o l sp n
1 % 2% 4 0 %
a G ce ) ro ry (b F it a d ) ru n v g ta le ee b (c) P rso a ca e n re 7% 5 (d H m ca ) o e re
Interpretation: According to graph.495 2 .0%) have expected frequencies less than 5 .33 23.
Q. 23.e 52 IndiaBulls customer prefer grocery to be home delivered.
.12 what difficulty you find in home delivery? (a) Time (b) Quality (c) Quantity (d) Damage CHI square Degree of freedom Asymp.sig Total response 32 13 10 15 Drawbacks 16. 43% i.T ta re p n e o l sos
(a A re ) g e 2% 6 4% 3 (b D a re ) is g e
(c N ith r ) e e a re s n r g e o d a re s is g e
Interpretation: According to graph.5 17.e 30 IndiaBulls customers thinks that home delivery service affects their purchase decision.5 17.5 17.
Q.72 3 . 17.ooo
46% i.62 1 .ooo
Availed home delivery 14. 35 35
CHI square Degree of freedom Asymp.e 32 Indiabulls customers think that time is the biggest drawback of Indiabulls home delivery service.0 cell (.0%) have expected frequencies less than 5 .with the minimum expected cell frequency 17.5
T ta re o se o l sp n
2% 1 4% 6 1% 4 1% 9
(a T e ) im (b Q a ) u lity (c) Q a tity un (d D m g ) a ae
Interpretation: According to graph.
Q.13 Have you ever availed home delivery service of the store? (a) Agree (b) Disagree Total response 51 19 Expected no.
91 1 .0 cell (.14 The merchandise available at the store is sufficient to fulfill your needs? (a) Agree (b) Disagree CHI square Degree of freedom Asymp.e 51 Indiabulls customers avails the Home Delivery Services
Q.with the minimum expected cell frequency 35
T ta re o se o l sp n
2% 7 (a A re ) g e (b D g e ) isa re 7% 3
Interpretation: According to Graph Out of 70 respondents 73% i.0%) have expected frequencies less than 5
Total response 56 14
0 cell (.0%) have expected frequencies less than 5 . 35 35
Product range and availability 19.
74% i..with the minimum expected cell frequency 35
26% (a) Agree (b) Disagree 74%
Interpretation: According to graph. (1 is the least important and 5 is the most important)
I Near to home One stop shop Price 2 4 1 0 7 II 1 2 1 8 III 36 41 25 IV 38 56 66 V 101 72 94
. Rate the following variables on the basis of how you prefer to shop.e 56 Indiabulls customers think that merchandise available at the store is sufficient to fulfill their needs
Variety Home delivery Display Credit Facility Return\Exchang e Parking Facility In store Help Behavior of staff Quality of product Offers available at store
4 3 2 2 4 1 9 1 6 2 0 1 4 1 0 5 1 8
1 2 1 8 3 1 1 6 1 4 2 6 2 5 1 1 3 1 6
30 55 58 45 40 25 45 40 23 35
58 49 49 64 56 59 61 66 66 65
96 36 38 56 74 70 55 73 103 66
Factors Affecting Purchasing Decision
120 100 80 60 40 20 Return\Exchange Behavior of staff Home delievery Parking Facility Quality of product Offers available at store Credit Facility Near to home In store Help Display Variety 0 Price I II III IV V
One stop shop
Variety and price affect their decision most while Home delivery .
Q.Interpretation:I II III IV V First Second Third Fourth Fifth
According to the Graph for big number of People Quality of affect their purchase decision followed by the Near to Home store.16 Read the following statements and indicate your response on
the scale mentioned 1 2 Strongly Agree Agree
5 Strongly Disagree
.Display and Credit facilities have lesser affect on their purchasing decision.
Big stores generally charge high prices 53 25 25 39 38 45 34 24 32 13
75 53 48 32 76 55 62 65 58 30
24 63 65 58 39 36 41 39 30 68
30 37 30 32 25 38 42 33 54 27
18 22 32 39 22 26 21 39 26 62
. I always make a shopping list before I shop I make my budget then buy.I
I prefer to shop from the nearby outlet I feel proud of buying what my parents having been buying I explore several stores before I shop Traditional markets offer best price deals. I generally want someone to suggest what to buy Big stores have good offers I don’t mind traveling to shop.
I always make a shopping list before I shop I make my budget then buy.I II III IV V
40 30 60 50 20 10 0
Interpretation:I prefer to shop from the nearby outlet I feel proud of buying what my parents having been buying I explore several stores before I shop Traditional markets offer best price deals. While a most of the people don’t mind to go far for Shopping.
First Second Third Fourth Fifth
According to the Graph large nuber of people agrees with the statement that they prefer to buy from nearby store and people agree with that they make shopping list before Purchasing. Big stores generally charge high prices
I II III
I generally want someone to suggest what to buy Big stores have good offers I don’t mind traveling to shop.
A new innovative products and services 3. Increasing market share leading to a virtuous and profitability 7.STRENGHTS
1. Good customer loyalty programmes. 6. Doesn’t believe in providing so much discounts but believes in giving better services 4. Good financial base 2. Diverse branch network provide sample opportunities to penetrate deep into the existing and untapped market. Home delivery services 5. Good Market Goodwill 8.
12. Lack of brand awareness of store. No entertainment facilities like music. 10. Product Gapping
6. Lack of technology at POS. Lack of big brand names in products. Weak brand promotional activities.
. Lack of security to prevent theft and pilferage. of stores 5. 4. 2. Lack of proper refrigeration facilities leading to spoilage of perishable goods. 9. Limited customer representatives. Limited no.WEAKNESS
1. 3. 11. 8.
Poor inventory control management
7. No Godown facility in the stores.
1. Arrival of new technology. 4. Mergers. An unfulfilled customer need. 3. Increasing purchasing power parity. Increase in customer knowledge level. High Growth in the Market. 5. joint ventures or strategic alliances with the local product dealers. 6.
. Change in market trend from traditional retailing to organized retailing. 7. Change in buying pattern of buyers.
. High threats from mom and pop stores. 4. 6. Threat from international biggies. Emergence of Super kirana stores.
Competitors have superior access to channel of distribution. 2. Price war with competitors. Competitors have new innovative products and services.1.
Through our survey we find that 49% customers are agree that their buying decision affect by home delivery. 36% customers prefer to buy from reliance fresh due to its services and convenience Most of the people consider that change in Retail format is GOOD. Mostly customers find time related difficulties in home delivery. Through our survey we found 75% customers have availed home delivery at once or twice or generally take.
. People consider the home delivery is good when needed and provided they are not dependent on home delivery of products. It is considered that the services provided by the organized retailer are good and they are happy with it.FINDINGS
Customers/consumer mostly prefers to buy on the weekly basis due to its convenience. Generally people make a list of shopping item which they want to shop from the market with predefined Budget amount Most of the customer from where they buy is loyal towards their store. Customer / consumer mostly prefer to shop with family and they give second preference shopping alone. Mostly customers prefer to avail home delivery for grocery items. Now a days people prefer purchase from Organised Retail rather than Unorganised retail market due to availability of many factility to them under a single roof. Today consumer are more Quality conscious rather than pice and offers available at the stores. 74% customers are agree that the merchandise available at the store is sufficient. Today costumer like to puchase from the near by outlet they don’t like to go far .
IndiaBulls Mart Should starts the bundle marketing to attract the more percentage of customers. IndiaBulls Mart should provide training and development programmes for all employees. IndiaBulls Mart Should increase the number of customer service representatives. IndiaBulls Mart should work on credit policy to consumer. IndiaBulls Mart Should makes Inventory Management system more effective. of population. IndiaBulls Mart Should Make security more effective.
. IndiaBulls Mart should make the Branch self-Informative. IndiaBulls Mart should emphasis on advertising on both electronic and print media. IndiaBulls Mart should have their own recreation and refreshment facility like popcorn shop. IndiaBulls Mart Should increases market penetration strategies. IndiaBulls Mart Should open more Stores to approach to large no.
If you buy from organized retail from where do you buy: (a) Reliance Fresh (B) IndiaBulls Mart (C) Apart (D) Others Q.4. Husband/wife ____
. Consumer durables _______ e. Alone ____ 4. Family ____ 3.With whom you generally prefer to purchase (Tick)1.) on followinga.1.From where you prefer to shop: (a) Organized retail store (shopping mall) (b) Unorganized retail store (traditional market) Q3.Questionnaire
Dear respondent. stationery_______ Q. Personal care/Fitness _______ c. Food and Grocery _______ b. The project aims to study the retail trends of the city and comparison between various retail (FHPC format) stores.How often do you shop.5.What is the approximate monthly expenditure (Amount – Rs. Kindly cooperate and oblige.):______ Q. Gender: M/F Age: ____ Occupation: ________________________________________________ Area of stay: _______________________________________________ Family members (No. (Tick) a) Once a week ____ b) Fortnightly (15 days) ____ c) Monthly ____ Q2. Friends ____ 2. Entertainment _______ d.
11 Does home delivery service affect your purchase decision? (a) Agree (b) Disagree (c) Neither agrees nor disagrees Q. i. from vendors to organized retail.e..7 Services/benefits given by the organized retail are: (a) Excellent (b) Good (c) Average (d) Bad Q. (a) Agree (b) Disagree (c) Neither agrees nor disagrees Q.12 what difficulty you find in home delivery? (a) Time (b) Quality (c) Quantity
.8 Do you think shopping from organized retail store is status symbol: (a) Agree (b) Disagree (c) Neither agrees nor disagrees Q.9 Are you loyal to your store? (a) Agree (b) Disagree (c) Neither agrees nor disagrees Q.10 on which type of product you prefer home delivery (a) Grocery (b) Fruit and vegetable (c) Persona care (d) Home care Q.Q6. Are you happy with the change in retail trend.
(1 is the least important and 5 is the most important) Near to home One stop shop Price Variety 1 Home delivery 1 Display 1 Credit facility Return/Exchange Parking facility 1 In store help Behavior of staff Quality of product Offers available 1 1 1 2 2 2 1 1 2 1 1 1 1 2 2 2 3 3 3 2 2 3 2 2 2 3 3 3 4 4 4 3 3 4 3 3 3 23 4 4 4 5 5 5 4 4 5 4 4 4 4 5 5 5
5 5 5 5 5 5
. Rate the following variables on the basis of how you prefer to shop. why? Q.(d) Damage
Q.14 the merchandise available at the store is sufficient to fulfill your needs? (a) Agree (b) Disagree Q15. Satisfactory Dissatisfactory Average If you have never take home delivery service then.13 Have you ever availed home delivery service of the store? (a) Agree (b) Disagree If agree.
I generally want someone to suggest what to buy 1 2 3 5 8. Traditional markets offer best price deals.Q16 Read the following statements and indicate your response on the scale mentioned 1 2 3 4 5 Strongly Agree Neutral Disagree Strongly Agree Disagree
1. I prefer to shop from the nearby outlet 1 3 4 5 2. I don’t mind traveling to shop. 1 2 4 5
2 3 3 3 2 3 4 3 3
. I make my budget then buy. 1 2 4 5 3. 1 2 4 5 9. 1 2 4 5 5. I explore several stores before I shop 1 2 4 5 4. I always make a shopping list before I shop. I feel proud of buying what my parents Having been buying. 1 2 4 5 7. 1 3 4 5 6. Big stores have good offers.
10 Big stores generally charge high prices 3 4 5
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KeyNote Research Ltd.com
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. Fourteenth edition 1998 Ernst & Young.The Great Indian Retail Story.Retail Management . Magazine edition (Jan 09-april-10) www.com www.indianretailforum. 2006 Arif Sheikh & Kaneez.6th Retailbiz. 2008 Rai Management Journal.-Consumer Behaviour. vol.thehindu.
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