Topic: Retail crowding and consumer decision making

Objective of the research: To find out how retail crowding (Human and spatial
crowding) influences consumer decision-making

Questions for in-depth interviews:

Disclaimer:
 Do not take into consideration the current COVID19 situation
 By store are referring to Big Bazaar/Reliance Fresh

1. What is your age?

2. What is Retail crowding according to you?

3. How often do you visit the grocery store? How much time do you spend
on an average inside the grocery store during your visit?

4. When was the last time that you visited a crowded grocery store such as
Big Bazaar or Reliance Fresh? How did you feel? (Test past experience +
tolerance towards retail crowding)

5. Consider a pre-covid situation where you are out grocery shopping at Big
Bazaar or Reliance Fresh and the store is completely crowded.

a. Considering the crowd would you still be willing to shop in the

store or skip it? Why? (Tests Herd Immunity)

6. What are the factors you look at while deciding which store to go to?
a. Does the space provided in the grocery store impact your decision
on choosing which store to go for? How? (Tests the effect on the
choice of the store)

7. When you go grocery shopping do you have a budget? If yes, what is the
approximate budget?

8. When you go for shopping do you concentrate only on what is on your

shopping list or are you open to spending that extra time checking other
items out? (Tests the nature of the customer – Task oriented/Leisure
shopping and tests time pressure)

9. If the store is crowded will you purchase the brand of product that is
easily accessible or would you still stick to the preferred brand?

10. Before buying a product what all do you generally check? (Expiry date/
ingredients/ brand etc.).
a. If the store is crowded would you still check these things?
11. If the store is crowded, does it make you want to hurry up and leave
quickly or continue taking your own time going through all the aisles?
(Tests the impact on time spent in the store)

12. If you see a long queue at the billing counter what would you do? (Hurry
up and join the queue or take another look at the isle in anticipation of the
queue reducing)

13. What bothers you the most in a crowded store?

14. Consider yourself shopping in a store with inadequate allocation of store

space.
a. How would you feel? (Tests past experience + impact on customer
emotion)
b. Will it impact the time spent in the store by you? (Tests the impact
on time spent in the store)

15. When you see multiple people buying a particular product

a. What is your perception about that product? (On-going
offer/Quality/Limited edition product/New launch etc.)
b. Do you get influenced into buying it? (Tests Impulse buying)

16. Will you go to a crowded retail store even if you have very less items to
buy? If no, why? (Tests consumer behavior)

Group Members:

Anmol Shah: 2019004

Vipul Sardessai: 2019058
Nikita Mehra: 2019030
Ayush Gupta: 2019187
Piyali Mukherjee: 2019217
Kaiwal Shah: 2019149
Vivek Dasgupta: 2019247
Suhani Mishra: 2019113