1

Chapter-I
Introduction

1.1. Background of the study

A shopping mall is a modern, chiefly North American, term for a form of shopping
precinct or shopping center, in which one or more buildings form a complex
of shops representing merchandisers with interconnecting walkways that enable
customers to walk from unit to unit. A shopping arcade is a specific type of shopping
precinct which is usually distinguished in English for mall shopping by the fact that
connecting walkways are not owned by a single proprietor and are in open air.
Shopping malls in 2017 accounted for 8% of retailing space in the United States.

Many early shopping arcades such as the Burlington Arcade in London,

the Galleria Vittorio Emanuele II in Milan, and numerous arcades in Paris are famous
and still trading. However, many smaller arcades have been demolished, replaced
with large centers or "malls", often accessible by vehicle. Technical innovations such
as electric lighting and escalators were introduced from the late 19th century.From the
late 20 century, entertainment venues such as movie theaters and restaurants began to
be added. As a single built structure, early shopping centers were often architecturally
significant constructions, enabling wealthier patrons to buy goods in spaces protected
from the weather.

The International Council of Shopping Centers classifies shopping malls into

eight basic types: neighborhood center, community center, regional center,
superregional center, fashion/specialty center, power center, theme/festival center,
and outlet center. These definitions, published in 1999, were not restricted to
shopping centers in any particular country, but later editions were made specific to the
US with a separate set for Europe.

Women tend to be more astute consumers than men, simply because they are
willing to invest the time and energy necessary to research and compare products. At
the same time, their two-sided brain approach to problem solving makes them more
susceptible to emotional appeals than a man.
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1.1.1. Advantages of shopping malls : Today, the Shopping malls have become an
essential marketing place and creating a niche in the global arena. Generally, the
shopping malls do business in an enclosed building housing a variety of shops or
products. From the 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.
The advantages of shopping malls are:
1. The whole retail and merchandizing industry depends on the efficient use of
supply chain, pricing and range of products. Single elements alone cannot
offer the customer a delightful shopping experience. Small Kirana stores
cannot offer this experience as many processes are involved, there are high
costs of manpower and infrastructure.

2. Large retail formats, owing to their bulk purchases can achieve better
economies of scale as compared to a small shop
3. The shopping malls offer the customers a wider variety of goods, and also
provides them with a better display of products. The store design and better
display are point of differentiation for the shopping malls. They provide the
consumer with a memorable shopping experience. The package offered to the
consumer involves environment, service, price and the product.
4. The shopping mall offers the consumer a one stop shop for all his needs. The
concept is to be able to satisfy multiple needs of the customer and to provide
for all his requirements at one location under one roof.

1.1.2. Challenges for shopping malls : The challenges of shopping malls are:
1. Crowds of people window shopping and long queues are one of the major
problems which keeps people away from the malls.
2. The stores are often out of stock of the goods that the customer is looking for
(as they may be in great demand at that particular point of time) and no
information is available on when the stock will come again and also on how
soon will it be arriving.
3. Coming to the malls to shop for one or two products as and when the need
arises is not feasible. The malls seem restricted to that segment of the people
 3

who shop once/twice a month to stock up, either to save time or to avail of
better prices.
4. The bad physical infrastructure - lack of fast moving roads resulting in traffic
jams on the way is something that keeps people restricted to their local shops
and Kirana stores.

1.1.3. Profile of Bhat-Bhateni Shopping Super Market : Since 1984 A.D, Bhat-
Bhateni has grown from a ‘single shutter’ 120 sq. ft. cold store to become the leading
supermarket and departmental store chain in Nepal, and the highest tax payer in the
sector since 2008 A.D. with more than 50,000 customers daily. There are currently
Fourteen stores conveniently located in central Kathmandu, Lalitpur, Pokhara,
Chitwan, Dharan, Butwal and Biratnagar

Bhat-Bhateni offers a full range of 150,000 products from 750 local and
international suppliers, including a wide range of groceries, fresh fruits and
vegetables; a broad range of leading international liquor, toiletries and cosmetics
brands; and an extensive choice of kitchenware, clothing, sports, toys and electrical
items. Furthermore, BhatBhateni and Maharajgunj premises include excellent value
jewellery stores that offer a wide range of gold and silver ornaments in both
traditional and modern styles.

Bhat-Bhateni is Neighborhood centers are small-scale malls serving the local

neighborhood. They typically have a supermarket or a drugstore as an anchor, and are
commonly arranged in a strip mall format. Neighborhood centers usually have a retail
area of 30,000 to 150,000 square feet (2,800 to 13,900 m2), and serve a primary area
in a 3-mile (4.8 km) radius. They are sometimes known as convenience centers. Bhat-
Bhateni Biratnagar Started its operation in Biratnagar from 1 Baisakh, 2075. It is
situated at ShaniMandirTemple near Everest Bank Limited.

1.2. Statement of problem

The cut-throat completion in retailing has led to development of strategies that would
enhance consumer perception towards stores to increase the quantity of consumption
and the frequency of visit. People choose shopping malls due to parking, comfortable
shopping environment. Consumer consider price competitiveness, product assortment,
cleanliness and courtesy of sales personnel. While much has been written about the
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overarching factor driving the growth in malls, little has been reported about mall
consumer perception particularly in Biratnagar. This study will intended to answer the
question;

1. What is the perception of consumer towards Bhat-Bhateni Supermarket in

Biratnagar?

2. What is the position of perceived value and actual quality in Bhat-Bhateni

Super narket?

3. What are the differences between Bhat-Bhateni Supermarket, Biratnagar and

Other departmental trade on the concern of consumer perception?

1.3. Objectives of the study

Every project work has its own objectives. The objectives of this project work report
is :

1. To know whether customer are satisfied after shopping in Bhat-Bhateni

supermarket or not.
2. To know the factor that attract customer for shopping in Bhat-Bhateni
supermarket?

1.4. Rationale of the study

This study will be helpful to the people who still have not done shopping in Bhat-

Bhateni supermarket, beside this the study will be useful to the following concerned

people and authorities

1.5. Literature review

1.5.1. Conceptual framework : Shopping malls have intercepted the traditional
marketplace culture and have become a prominent business venture in urban areas
especially in developing countries. The significant growth has been attributed to
many factors including growing middle class in developing nations, stable economic
environment, the size of retail industry, and consumer preference. A key factor
driving the growth in malls in the growing necessity to segment consumers in terms of
size, preferences, and increment in income. Taste and preference of consumers has
 5

also greatly changed due to the rapid changes in retailing sector, digital connectivity
and demand for the value and quality(Engel & Blackwell, 1982:8).

A successful organized retailer predicts consumer demand and reduce

inventory holding thereby saving cost. Presently Retailers are offering newer service
dimensions and include entertainment factors to create unique shopping experiences
for the customers to gain better image of the mall. Competitive Image of shopping
mall from others is a critical component today’s mall management.

Bhat-Bhateni takes its goods from lots of suppliers and dealers. Currently
there are about 1200 suppliers goods to Bhat-Bhateni. 90% of the suppliers are local
suppliers and remaining deal outside from the country mainly UK. The payment
method is “sales and Pay” method which is suppliers get their payment on certain
interval of times as per his goods in the store. The payment here is also done through
the bank account on standard Chartered Bank. All those transactions are managed by
the head office of Bhat-Bhateni, Naxal.

The store is basically made for the customer. Availability of huge number of
variety of products one roof and one store is always convenient for anyone. But
besides, it also provides other facilities to the customers.

Customer satisfaction is a business term, which is used to capture the idea of

measuring how, satisfied an enterprise customers are with the organizations efforts.
During the past decades, customer satisfaction has emerged as a strategic imperative
for most firms. In the 1980’s, achieving a higher satisfaction became a goal in itself.
During the 1990’s, there was a widespread realization that satisfaction is a strategic
goal for all organization involved in the delivery of customer service. Satisfied
customers usually return and buy more, they tell people about their experiences, and
they may well pay a premium for the privilege of using service product of the
organization (Kotler, 2006:17).

Customer satisfaction is generally described as a judgment that a customer

develops after the act of purchase of a product/service. The determinant to customer
satisfaction includes product quality, product packaging, keeping delivery
commitments, price and responsiveness and ability to resolve complaints and overall
communication, accessibility and attitude. Most firms realize that the more
 6

competitive the market, the more important the level of customer satisfaction. In this
context it is very important to provide-customers with outstanding value, i.e. quality,
service and price to achieve sustained customer satisfaction and loyalty(Evangelos &
Yannis, 2005:111)

Improving quality and customer satisfaction reduces costs associated with

defective services such as warranty costs, field service, and reworking and handling or
managing complaints. Word-of-mouth from satisfied customers lowers the cost of
attracting new customers and enhances the firm’s overall reputation, while that of
dissatisfied customers are naturally has the opposite effect (Adikari, 2015:216).

Consumers want good quality, but they also want to know they are getting
good value. That value isn’t just judged by the product or service they are purchasing,
but by the availability and usability of the customer service that supports it. It’s just
not enough anymore to have brand recognition, consumers want to feel good about a
brand and company. They want to do business with civic-minded corporations with
positive world views (Aaker, 1991:129).

1.5.2. Review of past literature : Carman (1990) in their paper studied consumers’
perception of store and product attributes and customer loyalty in Indian context.
Store attributes are assessed in the dimensions of store appearance, service quality and
convenience of store. Product attributes dimensions investigated include product
quality, price and availability of new products. In their study, customer loyalty was
considered as repeated purchasing behaviour of consumer towards a store. The results
suggested that except product price, other store and product attributes have positive
effects on customer loyalty. Store attributes such as service quality and convenience
of store and product attributes such as product quality, price and availability of new
products, show significance towards customer loyalty.

Jain (2007) in her study examined the expectations of people of Ludhiana,

India, towards overall shopping experience and entertainment towards shopping
malls. She found that people don’t just buy a product in a mall, they buy an
experience. On being asked to rank the features in the mall that would attract the
customers, people gave the following ranking in the order of preference: shopping
experience, eating joints, entertainment, apparel section, jewellery, music / books
section, reasonable prices, decoration items and beauty salons. She gave certain
 7

suggestions to make the mall more appealing to the customers like free parking for the
regular customers / heavy purchasers. Such customers may be issued a parking card,
which ensures free earmarked parking. Malls with PVR multiplex should offer
“weekend specials” like classics, movies for children, etc

Mittal & Gupta (2012) in their papers, studied various malls and established
the relationship between the shoppers’ behaviour and various attributes / indicators of
stores in malls. They observed that most of the customers do not look at the pricing
alone. They are looking for a sense of belongingness, a brand of quality and
innovation they can trust. Small retailers no longer remain the primary source for the
basic monthly shopping basket. The consumer normally gets better prices, quality
selection and convenience for these purchases at organized retail chains and shopping
malls. Their results also suggested that if proper window displays and other proper
methods of presentation of merchandising are done, the retailers are able to attract
more shoppers. They established that in the past few years, there has been a
significant shift in India from individual retail outlets, owned separately and managed
distinctively, to professionally managed retail stores. Their findings also supported the
positive effect of location on store traffic and sales.

1.6. Research methods

Methodology refers to the various sequential steps to be adopted by researcher in

studying a problem by keeping certain objectives. It is the method of process applied
to solve definite research problems. The main objectives of this study have been
outlined in this chapter that consist of research design, population and sample size,
source of data and data collection technique and data analysis tools. This study is
based on descriptive as well as analytical research design.

1.6.1. Types of research : There are many ways to classify research designs, but
sometimes the distinction is artificial and other times different designs are combined.
This research has both descriptive and analytical in nature. It aims to exploring result
based on higher order mathematical and statistical tools.
1.6.2. Area of study : Biratnagar is a metropolitan city and the interim capital of
the Province No. 1 of Nepal. It is currently the second most densely populated
(after Kathmandu) and the fourth most populous city of Nepal, with a population of
240,000. Biratnagar has been the most politically active city of Nepal, gifting a
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subtotal of five prime ministers along with hosting some of the most revolutionary
incidents (the first anti-Rana movement, the first plane hijack, the castle for Nepali
Congress, etc.) in the modern history of Nepal. The city has a total area of 29.9 mi²
(77.5 km²), a geographical location of 26°28'60"N 87°16'60"E.[10] and is located in
the Morang District (in the previous Koshi Zone) of the eastern-most Terai region of
Nepal. It lies 399 km east of Nepal's capital, Kathmandu, and 6 km north of
the Jogbani border of the Indian state of Bihar.

Biratnagar was declared a metropolitan on May 22, 2017 along

with Birgunj. It stands to be the third most populated metropolitan city after the urban
agglomeration of Kathmandu and the Pokhara Lekhnath. The upgradation to
the metropoliswas witnessed via the addition of Tankisinuwari and Jahada-3 to the
previous submetropolitian, pushing the total population to 240,000 (approx.) from
214,000.  The city has been home to the Biratnagar Jute Mills, the first large scale
industry of Nepal. Named after King Virata (the in-law of Arjuna), the city serves as
the entrance point to a manifold of majestic destinations of Eastern Nepal. The area of
study is Bhat-Bhateni supermarket, Biratnagar

1.6.3. Population and sample : A research population is also known as a well-

defined collection of individuals or objects known to have similar characteristics. All
individuals or objects within a certain population usually have a common, binding
characteristic or trait. There are total 7 Bhat-Bhateni supermarket all over Biratnagar
Bhat-Bhateni supermarket operating all over Nepal are considered as our population
of the study. All the women customer are considered as population of the study.
Among them 40 women customer are considered as sample for the study.

1.6.4. Sources of data : There are mainly two sources of data. They are primary
source and secondary source. Primary data: Primary data is data that is collected by a
researcher from first-hand sources, using methods like surveys, interviews, or
experiments. It is collected with the research project in mind, directly from primary
sources. Secondary data: Data collected by someone else for some other purpose (but
being utilized by the investigator for another purpose).Secondary data is data gathered
from studies, surveys, or experiments that have been run by other people or for other
research. This study is based on primary sources of data.
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1.6.5. Data collection methods : Collection of data has been made on the basis of
the structured questionnaire, interviews, and observations. A structured questionnaire
is developed to explore different aspects of women customer satisfaction at Bhat-
Bhateni supermarket. Questionnaires were prepared for customer.

1.6.6. Tools for analysis of data : The data gathered from the respondents were put
in the Microsoft excel to analyze the various factors and dependability of the
variables. The statistical tool used for the purpose of the analysis of this study is
simple percentage technique and ranking techniques. After the collection of data
through the questionnaire, editing was done carefully. Based on the responses of the
samples, tables were prepared. The data collected were analyzed and interpreted with
the help of tables & figures.

1.7. Limitation of the study

The limitation of this study are:

1. This study is based on Bhat-Bhateni supermarket only.

2. This study will be based on primary sources of data which is assumed to be
true.
3. The sample size is too small i.e. only 40 respondents will be selected for the
study.
4. This study is prepared within short period of time.
5. Only women customer satisfaction has been analyzed other aspect such as
view of male, older people, children are not analyzed.

1.8. Structure of the study

The research study is divided into three chapters, including bibliography and appendix

Chapter one deals with the background of the study, statement of problem, objective
of the study, significance of the study, literature review, methodology, research
design, data collection, data analysis tools, population and sample and report
structure.
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Results and findings of data is the second chapter of the study. Here data collected
are presented and analyzed in a logical manner.

Summary and Conclusions is the last chapter. It is based on analysis of data and study
done in previous chapters. At the end, Bibliography and Appendix are added.
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Chapter-II

Result And Analysis

2.1. Data presentation

This chapter includes a systematic presentation of data obtained from the survey about
the women satisfaction at Bhat-Bhateni supermarket

2.1.1. Educational Qualification of the respondent : Qualification analysis of the

respondent has been done and presented in the below table.

Table 1

Educational qualification of respondent

Educational Qualification Respondent Percentage

Primary 1 10%

Secondary 4 40%

Bachelor 3 30%

Master 2 20%

Total 10 100%

Note: Questionnaire, 2019

Figure 1 : Educational Qualification of Respondent

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Table 1 and Figure 1 shows the qualification of respondent. It can be analyzed that
most of the respondent who participated in the survey are secondary degree holder.

2.1.2. Which mode of shopping is used? : Respondent were provided questionnaire

to know about the which method of shopping they prefer. The response of the
respondent is presented in the below table.

Table 2

Mode of shopping used

Response Respondent Percentage

Indoor 1 10%

Outdoor 4 40%

Both 5 50%

Total 10 100%

Note: Questionnaire, 2019

Figure 2 : Mode of shopping used

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Table 2 and Figure 2 shows the mode of shopping used by women. The highest mode

of shopping used by women are both indoor and outdoor mode with 50%, indoor

method with 10% and both 40%. Higher percentage of women prefer both indoor and

outdoor because they have more choice to buy their desired product than indoor

shopping. In this study indoor mode refers to shop such as shopping mall whereas

outdoor mode refers to shop in place like open area market, Haatbazar etc.

2.1.3. Place preferred for shopping : Respondent were asked regarding the place

they prefer for shopping. The response of respondent is given in the below table.

Table 3

Place Preferred

Response Respondent Percentage

Local Area Market 5 50%

Exclusive Showrooms 2 20%

Shopping malls 3 30%

Total 10 100%

Note: Questionnaire, 2019

Figure 3: Place preferred for shopping

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Table 3 and Figure 3 shows the place preferred for shopping by the respondent.
Higher percentage of respondent preferred to shop in local market area with 50%
whereas 30 % respondent prefer to shop in shopping malls and 10 prefer to shop in
exclusive showrooms.

2.1.4. View on shopping mall is good for shopping or not

Respondent were asked about the view on whether shopping mall is good for
shopping or not. The response of the respondent is given in the below table.

Table 4

View on shopping mall good for shopping or not

Response Respondent Percentage

Yes 8 80%

No 2 20%

Total 10 100

Note: Questionnaire, 2019

Figure 4: View on shopping good for shopping or not

Table 4 and Figure 4 shows the view of respondent on shopping mall is good for
shopping or not. 80% of the respondent said that shopping is good for shopping due to
availability of goods easily and it is less time consuming.
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2.1.5. Number of shopping mall visit during shopping

Respondent were questioned about how many shopping mall generally do they visit
while shopping. The response of respondent is given in the below table.

Table 5

Number of shopping mall visit during shopping

Response Respondent Percentage

One 6 60%

Two 3 30%

More than two 1 10%

Total 10 100

Note: Questionnaire, 2019

Figure 5. Number of shopping mall visit during shopping

Table 5 and Figure 5 shows the number of shopping malls visit during the shopping.
Out of 10 respondent 6 respondent i.e. 60% of the respondent visit only one shopping
mall during the shopping while 3 respondent i.e. 30% of the respondent visit more
than one shopping mall during shopping similarly 1 respondent visit more than one
shopping malls while shopping.
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2.1.6. Name of the shopping mall generally they visit

Respondent were asked about the name of shopping mall generally they visit during
their shopping. The response of the respondent is given in the below table.

Table 6

Name of shopping mall generally they visit

Response Respondent Percentage

Nepal Bazzar 2 20%

Bhat-Bhateni 7 70%

Other 1 10%

Total 10 100%

Note: Questionnaire, 2019

Figure 6. Name of shopping mall generally they visit

Table 6 and Figure 6 shows the name of shopping mall generally respondent visit
during the shopping. Out of 10 respondent 7 respondent i.e. 70% respondent visit
Bhat-Bhateni supermarket for shopping while 2 respondent i.e. 20% of the respondent
visit Nepal Bazar for shopping. Similarly 1 respondent i.e. 10% visit other shopping
malls such as Saket, Galaxy and other shopping mall during their shopping. It
indicate that majority of the respondent prefer to visit Bhat-Bhateni compare to other
shopping malls.
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2.1.7. Reason to prefer Bhat-Bhateni supermarket

Respondent were asked why do they prefer to shop at Bhat-Bhateni super market. The
response of respondent is given in the below table.

Table 7

Reason to prefer Bhat-Bhateni Supermarket

Response Respondent Percentag

e

Store is conveniently located 2 20%

Store atmosphere and décor are appealing 7 70%

Goods are of high quality 1 10%

Total 10 100

Note: Questionnaire, 2019

Figure 7. Reason to prefer Bhat-Bhateni Shopping Center

Table 7 and Figure 7 shows the reason of respondent to prefer Bhat-Bhateni super
market for shopping. Out of 10 respondent 2 respondent i.e. 20% respondent prefer to
shop at Bhat-Bhateni super market because they think it is in convenient location, 7
 18

respondent i.e. 70% respondent prefer to shop at Bhat-Bhateni super market because
they think it atmosphere and décor such as escalator, building appearance, design are
appealing to shop at Bhat-Bhateni super market whereas 1 respondent i.e. 10%
respondent think at goods available at Bhat-Bhateni super market of high quality.

2.1.8. Satisfaction at Bhat-Bhateni Super Market

Respondent were asked whether they are satisfied by shopping at Bhat-Bhateni or not,
the response of respondent is given in the below table.

Table 8

Satisfaction at Bhat-Bhateni Super Market

Response Respondent Percentag

e

Yes 7 70%

No 3 30%

Total 10 100

Note: Questionnaire, 2019

Figure 8. Satisfaction at Bhat-Bhateni Super Market

Table 8 and Figure 8 shows the satisfaction level of respondent by shopping at Bhat-

Bhateni supermarket. Out of 10 respondent 7 respondent i.e. 70% respondent are

 19

satisfied by shopping at Bhat-Bhateni supermarket while 3 respondent i.e. 30%

respondent are not satisfied at Bhat-Bhateni supermarket.

2.1.9. Reason for dissatisfaction at Bhat-Bhateni supermarket

Those respondent who were not satisfied while shopping at Bhat-Bhateni supermarket
were questioned about the reason for their dissatisfaction. The reason of respondent
for dissatisfaction is given in the below table.

Table 9

Reason for dissatisfaction at Bhat-Bhateni Supermarket

Response Respondent Percentag

e

Price are high 5 50%

Not availability of desired goods 3 30%

No after sale service of electronic goods 2 20%

Total 10 100%

Note: Questionnaire, 2019

Figure 9. Reason for dissatisfaction at Bhat-Bhateni Supermarket

Table 9 and Figure 9 shows the respondent reason for dissatisfaction at Bhat-Bhateni
supermarket. Out of 10 respondent who are dissatisfied at Bhat-Bhateni supermarket,
 20

5 respondent were of view that price of goods especially cloth item is expensive
compared to local market, 3 respondent were of view that they didn’t get desired
goods such as printer and computer and 2 respondent were of view that there is no
availability of after sale service.

2.1.10. Which factor provide satisfaction

Respondent were questioned about which of the factor provide satisfaction to them
while shopping at Bhat-Bhateni. The response of the respondent is given in below
table.

Table 10

Factor which provide satisfaction

Response Respondent Percentag

e

Reliable product 5 50%

Discount 3 30%

Availability of supportive staff 2 20%

Total 10 100%

Note: Questionnaire, 2019

Figure 10. Factor which provide satisfaction

 21

Table 10 and Figure 10 show the factor which provide satisfaction to the
respondent. Out of 10 respondent 7 respondent were satisfied with the availability of
reliable product whereas 3 respondent were satisfied with discount offer and 2
respondent were satisfied with the availability of staff to show the product easily and
conveniently.

2.1.11. Consumer perception regarding branded product at Bhat-Bhateni

supermarket, Biratnagar

Consumer were asked regarding the branded product avaibility in the Bhat-Bhateni
Super market. The response of the respondent is presented in the below table.

Table 11
Perception regarding branded product
Response Respondent Percentage
Agree 5 50
Neutral 3 30
Disagree 2 20
Total 10 100

Note: Questionnaire, 2019

Figure 11. Consumer perception regarding branded product at Bhat-Bhateni

supermarket, Biratnagar

Table 11 and Figure 11 shows the consumer perception regarding branded product at
Bhat-Bhateni Supermarket, Biratnagar. Out of the total respodnet 50% were agreed
that they was branded product at Bhat- Bhateni supermarket, Biratnagar, 30% were
 22

neutral about the branded product at Bhat- Bhateni supermarket and 20% disagree
with the view that branded product are available at Bhat- Bhateni supermarket.

2.1.12. Consumer perception on parking facility at Bhat-Bhateni Supermarket,

Biratnagar
Consumer were asked whether they are satisfied about the parking facility available at
Bhat-Bhateni supermarket, Biratnagar. The response of the respondent is presented in
the below table.

Table 12
Consumer perception on parking facility available at Bhat-Bhateni Supermarket
Response Respondent Percentage
Agree 8 80%
Netural 1 10%
Disagree 1 10%
Total 10 100

Note: Questionnaire, 2019

Figure 12. Consumer perception on parking facility available at Bhat-Bhateni

Supermarket.

Table 12 and Figure 12 shows the consumer perception on parking facility available
at Bhat-Bhateni Supermarket. Out of the total respondent, 80% agree with the view
 23

that parking facility is good at Bhat-Bhateni Supermarket, Biratnagar and 10% of

each respondent were neutral and disagree with the view of good parking facility at
Bhat-Bhateni Supermarket.

2.1.13.Consumer perception regarding security available at Bhat-Bhateni

Supermarket, Biratnagar
Consumer were asked about the security facility available at Bhat-Bhateni
supermarket, Biratnagar. The response of the respondent is presented in the below
table.

Table 13
Consumer perception regarding security available at Bhat-Bhateni supermarket
Response Respondent Percentage
Satisfied 9 9
Neutral 0 0
Dissatisfied 1 10
Total 10 100
Note: Questionnaire, 2019

Figure 13. Consumer perception regarding security available at Bhat-Bhateni

supermarket
 24

Table 13 and Figure 13 shows the consumer perception regarding security available at
Bhat-Bhateni supermarket. Out of the total respondent 90% were satisfied with the
security facility available at Bhat-Bhateni supermarket, Biratnagar and 10% were not
satisfied with the security facility available at Bhat-Bhateni supermarket, Biratnagar

2.1.14. Consumer perception regarding delivery system of Bhat-Bhateni

supermarket, Biratnagar
Consumer were asked about the delivery system of Bhat-Bhateni supermarket,
Biratnagar. The response of the respondent is presented in the below table.

Table 14
Consumer perception regarding delivery system of Bhat-Bhateni Supermarket,
Biratnagar
Response Respondent Percentage
Satisfied 8 80%
Neutral 1 10%
Dissatisfied 1 10%
Total 10 100
Note: Field Survey, 2019

Figure 14. Consumer perception regarding delivery system of Bhat-Bhateni Supermarket,

Biratnagar
 25

Table 14 and Figure 14 shows the consumer perception regarding delivery system of
Bhat-Bhateni Supermarket, Biratnagar. Out of the total respondent 80% were satisfied
with the delivery system, 10% were of neutral and 10% were dissatisfied with delivery
system of Bhat-Bhateni Supermarket, Biratnagar

2.2. Findings of the study

The findings of the study are :

1. It can be analyzed that most of the respondent who participated in the survey are
secondary degree holder.

2. The highest mode of shopping used by women are both indoor and outdoor mode
with 50%, indoor method with 10% and both 40%. Higher percentage of women
prefer both indoor and outdoor because they have more choice to buy their desired
product than indoor shopping. In this study indoor mode refers to shop such as
shopping mall whereas outdoor mode refers to shop in place like open area
market, Haatbazar etc.

3. Higher percentage of respondent preferred to shop in local market area with 50%
whereas 30 % respondent prefer to shop in shopping malls and 10 prefer to shop
in exclusive showrooms.

4. 80% of the respondent said that shopping is good for shopping due to availability
of goods easily and it is less time consuming.

5. Out of 10 respondent 6 respondent i.e. 60% of the respondent visit only one
shopping mall during the shopping while 3 respondent i.e. 30% of the respondent
visit more than one shopping mall during shopping similarly 1 respondent visit
more than one shopping malls while shopping.

6. Out of 10 respondent 7 respondent i.e. 70% respondent visit Bhat-Bhateni

supermarket for shopping while 2 respondent i.e. 20% of the respondent visit
Nepal Bazar for shopping. Similarly 1 respondent i.e. 10% visit other shopping
malls such as Saket, Galaxy and other shopping mall during their shopping. It
indicate that majority of the respondent prefer to visit Bhat-Bhateni compare to
other shopping malls.
 26

7. Out of 10 respondent 2 respondent i.e. 20% respondent prefer to shop at Bhat-

Bhateni super market because they think it is in convenient location, 7 respondent
i.e. 70% respondent prefer to shop at Bhat-Bhateni super market because they
think it atmosphere and décor such as escalator, building appearance, design are
appealing to shop at Bhat-Bhateni super market whereas 1 respondent i.e. 10%
respondent think at goods available at Bhat-Bhateni super market of high quality.

8. Out of 10 respondent 7 respondent i.e. 70% respondent are satisfied by shopping

at Bhat-Bhateni supermarket while 3 respondent i.e. 30% respondent are not
satisfied at Bhat-Bhateni supermarket.

9. Out of 10 respondent who are dissatisfied at Bhat-Bhateni supermarket, 5

respondent were of view that price of goods especially cloth item is expensive
compared to local market, 3 respondent were of view that they didn’t get desired
goods such as printer and computer and 2 respondent were of view that there is no
availability of after sale service.

10. Out of 10 respondent 7 respondent were satisfied with the availability of reliable
product whereas 3 respondent were satisfied with discount offer and 2 respondent
were satisfied with the availability of staff to show the product easily and
conveniently.

11. Out of the total respodnet 50% were agreed that they was branded product at
Bhat- Bhateni supermarket, Biratnagar, 30% were neutral about the branded
product at Bhat- Bhateni supermarket and 20% disagree with the view that
branded product are available at Bhat- Bhateni supermarket.

12. Out of the total respondent, 80% agree with the view that parking facility is good
at Bhat-Bhateni Supermarket, Biratnagar and 10% of each respondent were
neutral and disagree with the view of good parking facility at Bhat-Bhateni
Supermarket.

13. Out of the total respondent 90% were satisfied with the security facility available
at Bhat-Bhateni supermarket, Biratnagar and 10% were not satisfied with the
security facility available at Bhat-Bhateni supermarket, Biratnagar
 27

14. Out of the total respondent 80% were satisfied with the delivery system, 10% were of
neutral and 10% were dissatisfied with delivery system of Bhat-Bhateni Supermarket,
Biratnagar

15. Out of the total respondent 28 respondent i.e. 46.67% were satisfied with the
delivery system, 14 respondent i.e. 23.33% were neutral about the delivery system
and 18 respondent i.e. 30 respondent were dissatisfied with the delivery system of
Bhat-Bhateni supermarket, Biratnagar

Chapter-III

Summary and Conclusion

3.1. Summary

Shopping malls offer excellent parking facilities, create value for money, credit / debit
card facilities, and so on. As a result, higher customer is attracted towards shopping
malls. All thanks to shopping malls for bringing about an overall development in
Biratnagar. In Nepal, while organized retail has yet not been accorded the status of an
industry, it is witnessing a large number of formats emerging in the market at a very
fast pace. Nepalese organized retail is moving with an exponential rate that no other
sector has witnessed. Moreover, Nepalese retailers can learn from the mistakes
committed by their global counterparts and fuel the tremendous growth of Nepalese
organized retail sector. It is henceforth the largest sector; with growing middle class
and working sector inclusive of women wearing western wear to work, and working
under time pressure, market provides ample profitable room for readymade clothes
which is likely to grow by multifold.

3.2. Conclusions

The conclusion drawn from this study are:

1. It can be analyzed that most of the respondent who participated in the survey
are secondary degree holder.

2. Higher percentage of women prefer both indoor and outdoor because they
have more choice to buy their desired product than indoor shopping. In this
study indoor mode refers to shop such as shopping mall whereas outdoor
mode refers to shop in place like open area market, Haatbazar etc.
 28

3. Higher percentage of respondent preferred to shop in local market area with

50% whereas 30 % respondent prefer to shop in shopping malls and 10 prefer
to shop in exclusive showrooms.

4. 80% of the respondent said that shopping is good for shopping due to
availability of goods easily and it is less time consuming.

5. Out of 10 respondent 6 respondent i.e. 60% of the respondent visit only one
shopping mall during the shopping while 3 respondent i.e. 30% of the
respondent visit more than one shopping mall during shopping similarly 1
respondent visit more than one shopping malls while shopping.

6. It indicate that majority of the respondent prefer to visit Bhat-Bhateni compare

to other shopping malls.

7. Out of 10 respondent 2 respondent i.e. 20% respondent prefer to shop at Bhat-

Bhateni super market because they think it is in convenient location, 7
respondent i.e. 70% respondent prefer to shop at Bhat-Bhateni super market
because they think it atmosphere and décor such as escalator, building
appearance, design are appealing to shop at Bhat-Bhateni super market
whereas 1 respondent i.e. 10% respondent think at goods available at Bhat-
Bhateni super market of high quality.

8. Out of 10 respondent 7 respondent i.e. 70% respondent are satisfied by

shopping at Bhat-Bhateni supermarket while 3 respondent i.e. 30% respondent
are not satisfied at Bhat-Bhateni supermarket.

9. Out of 10 respondent who are dissatisfied at Bhat-Bhateni supermarket, 5

respondent were of view that price of goods especially cloth item is expensive
compared to local market, 3 respondent were of view that they didn’t get
desired goods such as printer and computer and 2 respondent were of view
that there is no availability of after sale service.

10. Out of 10 respondent 7 respondent were satisfied with the availability of

reliable product whereas 3 respondent were satisfied with discount offer and 2
respondent were satisfied with the availability of staff to show the product
easily and conveniently.
 29

11. Out of the total respodnet 50% were agreed that they was branded product at
Bhat- Bhateni supermarket, Biratnagar, 30% were neutral about the branded
product at Bhat- Bhateni supermarket and 20% disagree with the view that
branded product are available at Bhat- Bhateni supermarket.

12. Out of the total respondent, 80% agree with the view that parking facility is
good at Bhat-Bhateni Supermarket, Biratnagar and 10% of each respondent
were neutral and disagree with the view of good parking facility at Bhat-
Bhateni Supermarket.

13. Out of the total respondent 90% were satisfied with the security facility
available at Bhat-Bhateni supermarket, Biratnagar and 10% were not satisfied
with the security facility available at Bhat-Bhateni supermarket, Biratnagar

14. Out of the total respondent 80% were satisfied with the delivery system, 10%
were of neutral and 10% were dissatisfied with delivery system of Bhat-Bhateni
Supermarket, Biratnagar

15. Out of the total respondent 28 respondent i.e. 46.67% were satisfied with the
delivery system, 14 respondent i.e. 23.33% were neutral about the delivery
system and 18 respondent i.e. 30 respondent were dissatisfied with the
delivery system of Bhat-Bhateni supermarket, Biratnagar
 30

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