CHAPTER - 1

INTRODUCTION

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1.1 Customer perception
Customer perception is defined as total feeling of the relative
inferiority/superiority of a firm and its goods and services (Bitner & Hubbert,
1994). The perception may influence by various factors such as facilities,
employee's performance, price of products and quality of service offered among
other, and remaining because increase in levels of education, and technological
developments. Organizations have to concentrate and take effort to know these
perceptions. Customer perceived value is argued to be an essential requirement for
the success, profit, long-term survival and competitive advantage of firms.
A promoting idea that expresses a shopper's impression, consciousness and
awareness about an organization or its offerings is customer perception. The study
of Customer perception will helpful in marketing and promotion. Just same how
human perceive sensory stimuli by their 5 senses, customer perception related to
how individual form view about firm and the products they offer by purchase they
make. Vendor applies customer perception theory to check how their customers
perceive them. They also utilize this for expansion and create advertising and
advancement systems for hold current customers and attract new ones.
The creation and identification of customer value is very essential requirement for
the success, long-term existence & competitive benefit of firms (Payne and Frow,
2004). One of the finest mean to improve the level of services is to know the
consumer perception. Shoppers select a store as indicated by their need and
necessity and observation. It is the duty of the vendor to know the perception and
behaviour of consumer in order to create interest on customer and satisfy their
needs and wants.

1.2 Customer satisfaction

Customer satisfaction is a well-known and familiar concept in some areas like
consumer research, marketing, welfare-economics, economic psychology, and
economics. The shared understandings get from various from different authors
imitate the opinion that satisfaction is a feeling gets from the evaluating what was
expected against what has been received, including the purchase decision itself
and the wants and needs connected with the purchase. However, satisfaction is the

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customers& valuation of a goods or service to understand the product or service
has met their needs and expectations (Bitner & Zeithanal, 2003).
In marketing area, the term Customer satisfaction is commonly used. Customer
satisfaction is "the quantity of customers or rate of aggregate customers, whose
reported involvement with a firm, its products, or its services beat determined
fulfilment objectives". Customer satisfaction is very important in services. From
the most recent decade, many firms have understood that knowing customer needs
and addressing their needs is likely the most essential to achieve competitive
advantage. How to satisfy consumers is most important in developing countries
such as India. To acquire achievement the organisations, need to end up customer
orientated, with related strategies and actions for focusing the business around
customer satisfaction. If customers are satisfied with the firm and product and
service provided to them, then it is easier for that organisation to hold their
customers and get the advantage of repeat and continues purchases. Variation in
Indian customer demographic variables and ways of life could also contribute in
the changing consumer perception and satisfaction. In India the dramatic increase
in population, increasing expectations, improvement of education, and
development of the nation's rural areas may play a vital role in the current Indian
consumer shopping behaviour and pattern. Indian customer's personal clothing,
saving, grooming, leisure habits, investment, transport, communication facilities,
travelling and tourism habits are also changed.

1.3 Retail
Retail is the French word which gives a meaning of "divide". Moreover it is "sales
in small quantities". Retail is the course of selling of goods and/or services to
customers to make profit. There is a person between producer and consumer and
he is called as middleman. Also, retailer is last broker who connects the
manufacturer and the final consumers. Demands are created by various
promotional plans, target markets and, satisfying consumers' needs and wants
through a proper supply chain. Retail is the selling of goods to end user, for the
use of consumption, not for resale by the buyer. The retail process comes at the
end of the supply chain. Manufacturer sell large amount of products to retailer,
and retailers sell minute quantities of those products to customers. Customer will

3
 buy products to satisfy their needs. They eat food, wear clothes and use transport
to move from one point to another point on a daily basis. When customer buys
these every day necessity they deal with retailers. Retailing is steps or set of
exercises which are utilized to offer goods or a service to customers for their own
as well as family use. It consists of all those steps and activities which helps in
selling goods straight to final consumer. Businesses which sell goods and services
to customers comes under the bracket of retailing.

1.4 Types of Retailing

Retail is generally categorized by type of products as follows:
• Food products —used for daily usage, normally need facility of cold storage.
• Hard goods or durable: electronics, automobiles, furniture, appliances, sporting
goods etc., and parts for them. These goods are durable and provide values over
time.
• Consumables or soft goods: cosmetics, clothing, or footwear, medicines and
stationery. Goods can be used for one or more time and have a limited period in
which you may use them.
• Arts —Bookstores, Musical instruments, Contemporary art galleries, Handicrafts,
Gift shops, and supplies for them,

1.5 Types of marketing strategy

Types of retailers based on marketing strategy are as follows:
• Department store: They are the types of retailers that contain a different
assortment and deep variety of products & also provide some customer services.
These outlets are organized into various departments showing merchandise. Such
stores convey diverse classifications and give extensive variety of merchandise at
sensible cost. They offer significant customer service. Department store chains are
very diverse. Department stores convey nearly reasonable products and compete
closely with discount stores.
• Discount store: Discount stores with less feature and offer special discount. Such
stores offer a wide collection of goods and services and they generally focus on
price. They offer wide assortments of stock at sensible and cut-rate prices. It

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 conveys the image of low-cost, high-volume stores, which sells wide merchandise
assortment for less than conventional prices.
• Warehouse store: The buyers who wish for low price and they are prepared to
surrender the service needs, these stores are made for them. There will be an
enrolment charges in participation clubs or warehouse club. These retailers' offers
less variety of goods and service in food & merchandise to consumer.
• Variety store: Variety stores provide extremely low-cost goods, with constrained
choice. Operational expense is low in this kind of retailing.
• Demographic: Demographic retail is for particular section. These retailers are
mainly concentrating at one particular segment.
• Mom-And-Pop: This type of outlets is owned and managed by an individual or
family. These are small retail outlet and have small assortment of products.
• Speciality store: Speciality stores offer a very a smaller number of goods and
services. The reason for calling them specialty store is they keep one type of
product. A specialty store has a slight marketing focus, they are either focusing on
specific goods, such as shoes, toys, or clothing, or on a target customer, such as
tourists, children, or plus-size women, Size of store also varies, Such stores,
regardless of size, have a tendency to have a bigger depth of the specialist stock
than other general stores, and generally provide specialist product knowledge
valued by the customer. When customers are comes to store generally pricing is
not the prime concern; factors such as choice of selection, brand image, and
assistance in purchasing are seen as essential. They are completely different from
supermarket and department stores which sells a wide variety of products.
• Boutique: Concept stores or Boutique are almost same to specialty stores.
Boutiques are very small in size, and only keep one brand stock Sometimes these
stores are run by the brand & also controlled by the brand.
• General store: These are the store that supplies the basic requirements for the
local community. They mainly keep groceries and food items which required in
day-byday requirements.
• Convenience store: A convenience store gives great assortment and collections at
a convenient place in a 2000 to 3000 square foot store with easy check-out. It
keeps up the merchandise at more than normal costs. They are the modern version
of the neighbourhood mom and pop stores. This store is perfect for emergency and

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 instant purchase, stocking every day permit customers to make buy quickly,
without looking at big stores and no need to wait in a long checkout line. Over half
the items bought are consumed immediately after the purchase. These stores only
provide a limited range and variety, and there will be higher charge compare to
other supermarkets. Milk, eggs, bread chocolate etc. represented the majority of
their sales.
• Conventional stores: Conventional stores are essentially large department stores
that specialize in food. These stores are generally carrying groceries, meat and
produce products. A conventional food stores carries very little general
merchandise. Shoppers at conventional stores generally prepare a list of items
needed for their households.
• Hypermarket: Hypermarket is a combining format of supermarket and
departmental store. Hypermarkets have a broad range of merchandises under one
roof. It includes full basic groceries lines and general stock It also sells variety and
large amount of exclusive merchandise at low margins. Comparing to other
formats of retailing the operating cost is reasonably less.
• Supermarket: A supermarket is store containing mostly grocery and limited
products on non-food items. Supermarkets have a grocery store format. They are
the self-administration store offering a broad assortment of food and home
products, organized in to sections. The stores are large in size and have a more
extensive collection than other traditional grocery store. They additionally offer
items typically finds at convenience store. The stores can be anyplace somewhere
around 25,000 and 40,000 sq ft.
• Mall: Malls are getting popular in this period. A shopping mall has many number
of retail shops at single place. They include the products like cosmetics, clothing,
footwear, food and entertainment under one roof. Malls contribute 7% to the retail
revenue in India.
• Category killer or specialist: They give wide assortment in a single category for
at lessen costs.. A category killer retailer can "kill" that category for other stores.
They offer less categories, just like electronics, the items are displayed at the
centre of the shop and sales person will certainly be available to deal with
customer queries and give ideas when required. Other retail format stores are

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 compelled to minimize the prices if perhaps a category consultant full store is
present in the vicinity.
• E-tailer: E-tailer is often referred to internet retailing, web retailing, and online
retailing. In this retail classification the retailer and buyer communicate with each
other in atypically non personal way via some type of electronic, interactive
system generally a mobile or computer facilitated by the internet. Through the web
customer can order and purchase and product is delivered at the customer's
doorstep. Customers can pay online or cash on delivery for the product. The
product customer is directly from a wholesaler or the manufacturer. This format is
best for consumers who would prefer not to go to retail locations and are
interested with home shopping.
• Vending machine: Vending machines represent an added class of retail
establishments. Essentially it is non store retailing. In this consumer obtains
merchandise through a machine on its own takes care of the complete transaction,
from taking the money to providing the product. It is automatic equipment
wherein consumers can drop the cash in the machine and get the items

1.6 SERVOUAL model

In India, Service quality is a recent significant issue in the marketing thought. It
helps to manage competitive position and earn profit and market share. The ability
of retailer to continue and survive in the market depends on the ability to respond
the desires of change in customers’ mind. Service quality plays a major part in
consumer satisfaction. Current advertising dependably encourages an advertiser to
assess consumer satisfaction, which helps to improve the market share. In retail
industry various parameters are available to calculate the satisfaction of customer
towards the product, but in the case of service industry only volume of service
derives the level of satisfaction.
Retailer is an interface between producer & consumer, who insures the easy flow
of goods to the customer. The time has gone when customers were moving only to
the shops nearby to their residence; the rapid modernization of Indian society has
increased the share of organized retail in total retail industry. The growing speed
of this sector has enhanced the neck-to-neck competition between the retail
players so to maintain & improve the market share they are trying to keep

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 customer satisfied & happier. A customer is satisfied only when his/her
expectations will be met. Due to distinctive characteristics of services, such as
intangibility, inseparability, and heterogeneity service quality cannot be measured
in an objective manner, like goods quality. Rather, it is measured as the step and
direction of discrepancy between customers' perceptions and expectations.
SERVQUAL can help the retailing companies in measuring the expectations of
consumers and perception of Service Quality.
It can focus on the core areas where retailers need to take attention and move to
enhance Service Quality. SERVQUAL was at first assessed on ten aspects of
service quality i.e. reliability, responsiveness, courtesy, access, competence,
credibility, communication, knowing the customer, security, and tangibles. Be that
as it may, later in 1990s, the authors has advanced the model to five factors which
is popularly known as RATER:
RATER model allows customer service experiences to be understood and
measured quantitatively and has been utilized generally by service delivery
organizations. Parasuraman et al. (1988) devised the scale for measuring service
quality on the basis of five dimensions as follows.
1. Reliability
2. Assurance
3. Tangibles
4. Empathy
5. Responsiveness

1. Reliability: out of all the 5 dimensions, reliability has been always shown to be
the most significant determinant of perceptions of service quality. This dimension
is concerned with the store's ability to perform the service reliably and accurately.
In short the organisation delivers on its promises such as service terms, promises
about delivery, pricing and problem resolution. Consumers wish to do business
with organisations that keep their promises.
2. Assurance: This dimension Includes Employees' knowledge, manners, courtesy
and their ability to motivate customer. Employees have to inspire confidence and
trust in the minds of the customers.

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3. Tangibles: This aspect id about the look of the physical facilities available at
retail stores or outlet. Tangibles are defined as the presence of physical facilities,
communication materials, appearance of personnel, and equipment, They provide
physical representatives or images of the service that customer particularly new
customers will use to evaluate quality.
4. Empathy: This measurement is connected with Caring, kind and individual
consideration given to purchasers or giving simple of access, and understanding
the customers' requirements. Empathy is the blend of items designed originally to
assess, access, Communication. The aspect of empathy is carried personalised or
customised service, that customers are exclusive and special.
5. Responsiveness: This measurement is associated with the employees' will to help
their consumers and give fast services. This dimension promptness and
attentiveness in dealing with customer questions, request, problems and
complains. Assurance is the blend of items planned originally to measure
Competence Courtesy. In service contexts the organisations seek to retention of
the customers, build trust, and loyalty between key contact people and individual
customers.

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CHAPTER - 2 REVIEW OF LITERATURE AND
RESEARCH DESIGN

2.1 REVIEW OF LITERATURE

Pritam Chattopadhyay and Dr. Ruchi Jain (2017)

The sunrise of Liberalization, Privatization and Globalization (LPG) led to the
fruition and advancement of the retail culture with organized set up especially in
India. Literature suggests that the mall culture came in India during the advent of
the 21st century. But there was unorganized retail sector which was doing
extremely well in India from centuries. There were small convenient stores or
mom & pop stores located in every corner of India irrespective of the scalability
of the place, the market and pocket size of the customer. People are quite
comfortable in buying their day-to-day requirements, household usage and
monthly accumulation from the unorganized stores popularly known as ‘kirana
stores’. The kirana business is generally handled and incorporated by family and
run from generation to generation. The heartbeat of this type of system is personal
relation and the way it is integrated with all his customers and catered to their
individual needs effectively and efficiently. The overall flow of availing the

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service from a kirana store is very easy and user friendly. On the contrary the
forthcoming organized retailing which comprised of some organized formats viz.
malls, hypermarket, super market, specialty stores, super specialty stores,
departmental stores etc has created enough buzz in consumer mind and scared the
unorganized retail format i.e. small kirana stores with the serious advent of
consumerism. Although the research result suggests that the unorganized retail
sector comprises 80%-85% of the total retail pie, they are still scared of the
minority of the organized retail sector, which is comprised of about 15%-20%.
The Point of differentiation (POD) remains the overall service and the experience
that the kirana stores could not offer to create sophistication in consumer mind
which has created by the organized sector and as a result the business wheel of
kirana stores are getting slower and slower. The research paper is explaining that
the origin of organized retailing in different context and the way it has been
elucidated and articulated by different authors in different era.

K.S.Raja Shekar Reddy and Dr. J.V. Rangeswara Reddy (Sep

2017)
Indian retailing is in any respect time boom in these days. The industry is flooded
with footfalls of foreign places retail giants; in this example the discussion is open
on the survival of kirana stores (unorganized retailers) in India. Retailing in India
is one of the pillars of its economy and money owed for 14 to fifteen percentage
of its GDP. The customer flavour is likewise converting consistent with the
alternate in entire retailing surroundings. Wal-Mart coming into in Indian market
continues to be talk of the metropolis within the USA. The authorities of India
have allowed 51% FDI in multi brand retailing. India is one of the quickest
developing retail markets in the global, with 1.24 billion people the main
awareness of the research can be highlighting the equipment that could assist
kirana shops to provide a higher retail mix for attracting more customers and their
securing their long-term lifestyles.

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Camila Bascur and Cristian Rusu(Oct 2020)
The customer experience is a concept that has been closely studied by companies
in recent years. This is because it is one of the most important factors in
maintaining a competitive advantage. In addition, it is customers who seek to
create an experience that goes beyond the acquisition of a product. In this article,
we present a systematic literature review of the customer experience in retail. We
reviewed articles published over the last ten years related to the definition of the
customer experience dimensions, attributes, and factors that influence the
customer experience in retail; methods used to evaluate the customer experience
in retail; and potential heuristics to evaluate the customer experience in general
and, in particular, in retail. We analyzed 67 articles, and the obtained result shows
that multiple definitions exist in different contexts; the dimensions, such as the
conceptualization of the customer experience, vary depending on the context; the
evaluation methods found do not comprehensively evaluate the customer
experience; there is no evidence of heuristics used to evaluate the customer
experience.

Sharma Sneha, Chadha Suresh K.(May 2020)

Perception of customers towards retail store attributes across various formats is
expanding in Indian retail context. Specialty Store, Department stores,
Hypermarkets and Supermarkets are the fastest growing formats in India. The
present study is aimed at analysing and identifying retail store attributes for three
formats, that is, Specialty Stores, Department stores and Supermarkets in Indian
context. Further the impact of store attributes on the retail format choice is also
analysed. A convenience sample of 600 respondents was administered with the
help of structured questionnaire. The results revealed that the importance of the
retail store attributes across all the three formats is considerably different in the
mind of the customers. The findings and recommendations will help the retailers
to understand the retail format choice of customers’ w.r.t the various retail store
attributes.

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Sanjeevni Gangwani, Meenu Mathur &Sana Shahab (Apr 2020)
In India growth of private label brands corresponds with the increasing share of
organized retailing. The consumer perceptions of private label apparel brands of
retail department stores have been examined by means of structural equation
modelling approach. The model illustrates the influence of consumer perceptions
towards private label familiarity, affective perception, perceived quality,
perceived value, and perceived risk perceptions including functional risk, financial
risk, and social risk perceptions on store loyalty. The study found that favourable
consumer perceptions of apparel private label brands of retail department stores
significantly influence the consumer to be loyal to the store. It implies that
retailers wishing to boost loyalty to their store should formulate appropriate
private label brand strategies so as to solicit favourable perceptions towards their
store’s private label offerings.

2.2 STATEMENT OF THE PROBLEM

Consumer adaptability, expectations and their satisfaction towards the new models
of retail outlets like More super markets and etc. The living standards as well as
the consumers expectations are changing continuously, as compared to the
previous years of decade there is a lot of changes being occurred in the consumer
traits of the people which includes a lot of choices, suggestions and also substitute
for the place to provide the all types of products and services being included.

2.3 SCOPE OF THE STUDY

The Indian retailing sector has quickly expanded in size and stature in recent year.
So, the understanding of customer need and giving appropriately need to keep
pace with development. The current market place has turned out to be more
aggressive as customers much of the time anticipate that retailers will coordinate
or surpass their desires. So, the expansion in level of homogeneity between
products offerings, supermarkets are started to turning to deliver the effective
customer services to get a competitive advantage. Customer satisfaction is

13
important to maintain for such retailers because they perform in a highly
competitive world. The scope of this study is limited to Bangalore.

2.4 OBJECTIVES OF THE STUDY

➢ To study customer perception towards MORE super market.

➢ To analyse the customer satisfaction level regarding the product and
services offered by MORE.
➢ To learn factors affecting the customer's attitudes regarding the store
choice decisions.

2.5 RESEARCH METHODOLOGY

The research design is carried out using primary and secondary data,

1. Primary data: The questionnaire will be prepared based on the

objectives of the study. The sampling unit will be Simple Random
Sampling the sampling frame is provided by the More Retail Store.
The questionnaire will be administered online.
2. Secondary data: The secondary data will be collected from
already existing sources like organization records, magazines,
journals, newspapers and also company’s website.

2.6 TOOLS FOR DATA COLLECTION

Several Literatures are reviewed to know about the customer perception and
satisfaction and in addition primary data is also collected from the company
regarding the customers satisfaction which customers are availed. And also,
secondary data is taken from company data base for knowing the services that are
provided to the customers.

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2.7 DATA ANALYSIS

The data collected will be suitably analysed to derive findings. Conclusion and
recommendations will be drawn from the findings.

Data collected from the well-structured questionnaire and scheduled responses are
converted into percentage and are plotted in tables and graphs for better
understanding of the study MS excel is used to analyse the collected data.

Basic preferred sampling size is considerably 100.

2.8 LIMITATIONS OF THE STUDY

• The study covers respondent from Bangalore taluk only, the customer
attitude may or may not be same at other places.
• As the sample size is being limited to 100, the conclusion may not be
wholly applicable to the total market.
• The opinion of the respondents might come across some degree of
deviation due to their biased attitude and lapse of memory.
• Time duration of study was just 10 weeks.

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 CHAPTER - 3

PROFILE OF THE SELECTED

ORGANIZATION AND RESPONDENTS

3.1 Industry profile

Retail industry is a division or area of the economy which sells the commodities
directly to consumers. At the end of the supply chain we can see the retail
operation. Producer sell huge quantities of goods to retailers and retailers try those
same quantities of products to sell to the consumers.

3.1.1 Indian retail industry

The activities of trading made by licensed retailers are called organized retailing.
These retailers are liable to pay sales tax, income tax etc. These retailing include
the publicly trading Supermarkets, hypermarkets, and private retail businesses and
also retail chains. The culture of retail is developed from traditional outlets to
large supermarkets, shopping malls, hypermarkets, and retail chains. In India huge
changes was taken place in customer demographics with the presence of large
expatriate population, rising purchasing power have attracted premium and luxury
brands to the region.
There is a rapid growth of retailing industry in India, especially from the last few
years. Indian retail market is most attractive after passing the resolution and
allowing the foreign organized retailers in Indian retail sector. After some
domestic organized retail store like Spar, Reliance Fresh, Vishal Megamart, Big
Bazaar, More, Nilgiris, Trentetc, now Indian retail industry is attracting some
world's leading retail stores like Metro, Wal-Mart, Wholesale, Carrefour, etc, are
ready to change the face of Indian retailing in a huge and also in all dimensions
offering by different retail outlets and belief of consumers with respect to these
retail stores. Indian retail businesses are operating in a very challenging
environment. There is a hug competition in retail business. Companies must deal

16
 with customers that they have more options/choices than in the past and are
therefore more demanding.
For the most part Indian shopping are happen in open markets or various small
grocery and retail shops. Customers for the most part hold up outside of the store,
and approach the shopkeeper for what they need, and buyer can't analyse the item
or pick the items from the rack. There is a limited entry for the product storage
area. Once the customer request the item, or any family unit things they have
desired, the retailer goes to the rack or compartment or to the capacity territory,
brings it out and offers it available to be purchased to the customer. But now
Retailers have understood the customer's needs and income level especially the
growing young and working population. Numerous retailers have been enhancing
themselves by re-situating to up-coming present day shopping centers and malls,
giving more prominent shopping environment and experience particularly in the
urban, semi urban areas.
The Indian retail industry has become the most active and fast-paced businesses
due to the entry of some new multinational players. It accounts for over 10% of
the nation's GDP (Gross Domestic product) and around 8% of the employment.
India is the world's fifth largest global destination in the retail sector.
As of 2003, India's retailing industry was basically owner managed small shops.
In 2010, well-built hypermarket, supermarkets and convenience comes for
existing, and these were existing only in urban and semi urban area. India's retail
and logistics industry utilizes around 40 million Indians.

3.1.2 Factors for retailing growth in India

The customers are young, educated and asks for their needs.
• Rise in Income level.
• The occurrence of communication channels like TV, radio and mobiles had a great
influence on customer's expectation.
• There is rise in literacy rate in urban as well as rural areas makes the customers
more awake.
• Improved bargaining power.
• Increase in number of nuclear families in urban& rural areas.
• Different types of product offering and the availability of additional facilities.

17
• Customers are ready to pay any price for their requirement,
• Better organized supply chains both by the manufacturer and the retailer with a
many number of outlets in different locations.
• The effort on infrastructure created by the government-roads, communication
facilities, and so on.
• The reward of bargaining with larger volumes-economies of scale.
• Cooperate sector entered in retailing.
• Using of information technology, Stores coming out as brand.
• New retail formats are coming out.
• New retail formats also get quickly replicated and lose their novelty.
• Increase in customer desire and disposable income.
• Demand as well as raise in expenditure for luxury items.
• Growing liking for branded products and elevated aspirations.
• Rising liberalization of the FDI policy in the past decade.
• Growing urbanization.

3.2 Investment scenario

In the previous couple of years many multinational organizations has put
resources into Indian retail industry. This is a result of there is a high development
need of customer products.
• Amazon India increased its area of operation by 3 times more. Now it is operating
in 2200 cities and towns in 2015. And the company also invested in its India
operations over US$ 700 million.
• Well-known companies Adidas sports brands, is the I St
company to get
government approval to open 100% foreign-owned stores in India.
• Walmart India preparing to increase 50 more stores in India in next 4-5 years.
• Jabong.com has combined with MobiKwika Mobile Wallet Company to offer
mobile payment facility to Jabong's customers,
• Lulu Group (Abu Dhabi-based Company) planned to invest Rs 2,500 crore to start
shopping mall in Telangana and Hyderabad.
• Flipkart purchased AdiQuity mobile ad network, to support its advertising
segment,
• Aditya Birla Retail has purchased Total hypermarkets which were owned by
Jubilant Retail.

18
• Fashion And You have going to open 3 new supply centers in Mumbai, Surat and
Bengaluru to fast-track its deliveries.
• Sbarroa pizza outlet is going to add its store count from the current 20 to 50 in
next 2 years.
• HomeShop18 has joined with DataWind to expand its retail footprint in the
country • Major textile Arvind Limited has declare a partnership with Sephora,

3.3 Trends in Indian retailing:

The retail sector of Indian economy is in a stage of great renovation. Indian retail
market is expected to touch Rs. 47,00,000 crore by 2016-17. The retail market,
which includes both unorganized and organized sector, stood at Rs. 24 lakh crore
in 2011 to 2012. Within retail, the growing segments would be grocery, food,
electronics, apparel, e-commerce, fashion and lifestyle. Retailing is modernised by
use of computers for merchandise planning and management, controls the
inventory expenses and supplies and internal store billing, replacement of goods
done electronically etc. has transformed the face of product retailing.
There is a high chance of online retail business to grow in the future. After
achieving high success in physical stores, retailers are now focusing into the area
of eretailing. The retail industry all set and ready tests the online medium, by
selling products over websites.

3.4 COMPANY PROFILE:

3.4.1 Aditya Birla Retail Limited (ABRL)
ABRL is a Rs. 2.5 lakh crore corporation. Aditya Birla Group has an strong work
force of over 1,20,000 employees and that employees belongs to 42 different
countries. Above 50% of company’s revenues coming from its international
operations spanning 36 countries.
ABRL has been awarded fourth in the world in the 'Top Companies for Leaders'
and 1st in Asia Pacific. The study was conducted by Fortune Magazine in 2011.
The Group has topped the Nielsen's Corporate Image Monitor 2014-15 and they

19
have developed as the Number one corporate, the 'Best in Class', for the 3rd
successive year.
More super market more: ABRL (Aditya Birla Retail Limited) is the retail arm of
Aditya Birla Group Company. In India Aditya Birla Retail Limited is the fourth
largest supennafket chain after Future Group, Reliance Retail and D-Mart. ABRL
operates two different store formats - Hypermarket and Supermarket under the
brand more. ABRL has about 16 hypermarkets and 540 supermarkets in India.
ABRL plans to open 6-8 hypermarkets and lOO supermarkets.
Aditya Birla Retail Limited conveys items to the clients under its own names.
Private name Food Brands incorporates Best of India, Feasters, and Kitchen's
Promise. Home and Personal consideration brands incorporate Enriche, Pestex,
Paradise, 110% and Germex.
Aditya Birla Group entered in retail business with the obtaining of Trinethra Super
Retail in 2007. Trinethra Super Retail had a strong track with over 175 stores
located across four states - Karnataka, Andhra Pradesh, Kerala and Tamil Nadu.
In Tamil Nadu and Andhra Pradesh 'Trinethra' brand was used, Fabmall branded
in Kerala and Karnataka. After that, all the stores were renames as more. stores.
The motto of ABRL is Quality first, ABRL get the accreditation of first ever
Indian food and grocery retailer from the Food Safety Management System
(FSMS). The organization sacked the honor for guaranteeing that manufacturing,
assembling, conveying and offers of sustenance to the most elevated quality
principles. The intension of the clubmore is to make extraordinary consumer
loyalty and give extensive variety of brands, including power brands — 110%,
Feasters and Kitchen's Promise — that give incomparable quality to homemakers,
the organization means to make customer who continue returning for more. In
May 2009 Aditya Birla Retail presented another idea of giving its clients
"Hamesha Extra" which has an incredible engage purchaser. "Hamesha Extra" is
the main essence of More. It means it give feel to customers that they have got
something extra while shopping at More. Currently clubmore has a membership
of 14 million, and it is growing. All the members enjoy a host of customized
offers and great savmgs.
Aditya Birla Retail Ltd has make the most excellent industry perform in order to
help its staff through its world-class learning institutes — the Aditya Birla Centre

20
for Retail Excellence and Gyanodaya. This will helping their people imbibe the
key character of the Quality 1st philosophy.

3.4.2 Supermarket
More stores are located inconveniently surrounded areas. The more supermarkets
serve to the day to day shopping requirements of customers. All the more markets
offers expansive staple goods lines, extensive variety of home consideration,
individual consideration, new foods grown from the ground, general stock and a
fundamental scope of attire. As of now, there are 540 supermarkets nation over.

3.4.3 Hypermarket
More MEGASTORE is a decent shopping destination for the entire family, What's
more an extensive variety of items containing basic needs, foods items, FMCG
items, more MEGASTORE likewise has a solid accent on attire, general stock,
customer durables and IT products. Presently there is 16 hypermarkets the nation
over.
More attracts to consumers by a wide range of brands that deliver at reasonable
price. It offers beverages, ready-to-eat food, staples, tea, cereals, instant mixes,
pickles, papad, apparel, household cleaning essentials, footwear, personal care and
devotional products. The power brands-Kitchen's Promise and Feasters, 110%,
deliver best quality to consumers. All these brands are developed in-house. In
addition, Own Brands across categories include Incheels, Bluearth, selecta,
Bjoyzz, Prarthana, Bluearth Casual, Karinee, Kruff Jeans Company, Berwins,
Chatter Kids and Yo. ABRL aspires for its range of brands to be a customer's
most preferred brand across product categories.

3.4.4 Clubmore
Clubmore is the loyalty program in More. It has a strong membership base of over
14 million members. By this system customers appreciate an assortment of select
offers and advancements. Turning into a Clubmore part is straightforward. Any
individual who is making a buy of more than Rs.250 can turn into a part. The only
thing is he has to do the form fill up given from the store with his details. After
that he/she can appreciate the advantages of shopping from the very beginning. As

21
 a valued part, every time customer shop at more outlet they get Reward Points
which can be reclaimed in their favored more outlet. A Clubmore member will
deserve to special benefits, in addition to the regular offers and promotions at
more. Clubmore members will likewise get the SMS alerts for extraordinary
offers on the products. The clubmore is customer-friendly, free-to-use and easy to
understand. With the strength of around 14 million members, Clubmore has gone
mobile. It influences the force of advertising examination to convey vital and
great offers to individual customers in view of their shopping history, Thus, it is
making loyal customers every time.

3.5 Aditya Birla Group at Present:

• The world's biggest maker of copper and aluminium. They rank third in greatest
makers of aluminium in Asia.
• Aditya Birla Group No.l in thick staple fibber.
• The Group has positioned No-I in carbon dark.
• They are the 4th biggest manufacturer of insulators.
• The 5th biggest manufacturer of acrylic fibre.
• They are the largest cement producers around the world.
• They contain the top vitality sparing manure plants.
Aditya Birla Group is the main Indian multinational organization which works in
the United States, where 95% of the representatives contains Americans

3.6 Aditya Birla Group present scenario:

• Aditya Birla Group has top form retail locations.
• They are the major manufacturer in the chlor-alkali sector • They are positioned in
main 3 versatile telephony organizations.
• They are the top player in asset management and life insurance.
• In the retail business Aditya Birla Group is the top 2nd supermarket chains.
• They are the 2Ndlargest player in viscose filament yarn Bevond Business the
Aditya Birla Group is:
They Works in 5,000+ villages worldwide for provincial improvement. Aditya
Birla Group concentrates on: education, health-care, the girl child, sustainable
livelihood, and women empowerment projects, improve infrastructure and
espousing social development.

22
 They additionally runs 42 schools which give brilliance training to fifty thousand
youngsters, in these eighteen thousand understudies fit in with the underprivileged
portion.
Merit Scholarships are given to twenty four thousand kids from the insides. The
group owns 18 hospitals, and they working for poor in more than a million
villagers.
There are many ongoing projects of educations, healthcare and sustainable
livelihood in Thailand, Egypt, Philippines, Indonesia, Korea and Brazil, lift a
large number of individuals out of neediness. Helps a huge number of needy
individuals.
Major Companies of Aditya Birla Group:
➢ ADITYA BIRLA CAPITAL ADVISORS PVT LTD
➢ ADITYA BIRLA FASHION AND RETAIL LTD ➢ ADITYA BIRLA RETAIL
LIMITED
➢ BIRLA SUN LIFE INSURAANCE COMPANY.
➢ ULTRATECH CEMENT LTD
➢ PANTALOONS FASHION & RETAIL LTD
➢ MADURA FASHION AND LIESTYLE
➢ IDEA CELLULAR LTD
➢ ADITYA BIRLA MONEY

3.7 ADITYA BIRLA CAPITAL ADVISORS PVT LTD

Aditya Birla Capital Advisors PVT LTD gives budgetary administrations.

ABCAP offer investment management and advisory services all over the world.
The company's products are Private equity investment, advisory and management
services. ABCAP has been made with the expectation of prompting, start and
dealing with a progression of private value assets to put resources into economy

23
and make business development opportunities. Aditya Birla Capital Advisors
Private Limited is the fourth biggest organization. ABCAP has the great record of
corporate administration and they need wide institutional achieve, global vendor
and customer relationship over every single real segment.

3.8 Aditya Birla Fashion and Retail Ltd.

Aditya Birla Fashion and Retail Ltd., is one of the major fashion retail store in
India. The organization is begun in the year 2007, it is a huge organization having
a business sector top of Rs I I ,500Cr. Aditya Birla Fashion and Retail Ltd, key
Products includes Branded Apparel such as Ready-to-Wear Western and Ethnic
Apparel for Men, Women & Kids, Footwear and Accessories. Different brands
available on these stores are Van Heusen, Allen Solly, Louis Philippe, Peter
England, People and private brands.
Aditya Birla Retail Limited (ABRL) is the retail arm of Aditya Birla Group
Company. It works under the brand name more. The products of the companies
are vegetables, fruits, FMCG products, bakery, groceries, homecare, frozen food,
personal care, pharmacy, general merchandise and apparel and footwear. The
Fabmall grocery supermarkets of Aditya Birla Retail Limited are re-brands it's to
additional. A name intelligent of its promise to offering customers an all the more
fulfilling retail encounter. The re-branding takes after the securing of the
['Trinethra Super Retail" that incorporates the retail marks Trinethra, Fabmall, and
FabCity by Aditya Birla Retail in January 2007. As an after effect of the
amalgamation process, "68 Fabmall stores" in Karnataka has been re-marked
under the umbrella of additional, , the retail mark from the Aditya Birla Group
With the essential target to improve the shopping background for purchasers, the

24
new stores will continue to be built around the proposition of quality, affordability
and convenience with new in-store merchandise and a whole new retail
experience.
These Stores are offering a broad range of product categories together with home
care, fruits and vegetables, personal care, staples, household general stock and
dairy products The securing of Trinethra Retail store has furnished Aditya Birla
Retail with a strong retail impression in South India reaching out to 270 stores and
over more than a large portion of a million sqr ft in Andhra Pradesh, Tamil Nadu,
Karnataka, and Kerala, where it is the top food and grocery retailer. All the more
Retail has sixty stores in Bangalore, eight stores in Mysore and ten stores in
Mangalore.
3.9 Birla Sun Life Insurance

In the year 2000 BIRLA SUN LIFE INSURANCE COMPANY was begun. Birla
Sun Life Insurance Company Limited (BSLI) is a joint undertaking between a
mainstream and reliable name overall Sun Life Financial Inc, and Aditya Birla
Group. Sun Life Financial Inc, is a top international financial services company
from Canada. The local knowledge of the Aditya Birla Group merged with the
domain specialist of Sun Life Financial Inc., offers a security for its clients' life.
BSLI has given importance to the development and improvement of the insurance
industry in India from the first 10 years and right now positions amongst the main
7 private life insurance company in the country.

3.10 UltraTech (The Engineer's Choice)

UltraTech Cement Ltd. is the major cement company in India. They are the
biggest producer of dark cement, Concrete and white cement in India. They are
additionally one of the big cement makers around the world. This brand represents
'strength "reliability', and 'innovation'. Together, these aspects encourage
engineers to extend the limits of their imagination to build homes, buildings, and
structures that define the new India. Its operation span across India, Bahrain,

25
Bangladesh, UAE, and Sri Lanka. When comes to export of cements UltraTech
Cement is India's largest exporter. It exports cements around the Indian
Ocean and the Middle East,

3.11 PANTALONS
Pantaloon Fashion Retail Limited is leading India's retail chain. Pantaloons
operate in both the value and lifestyle segment of the Indian consumer market.
Headquarter is arranged in Mumbai. The organization works in more than twelve
million sq ft of retail space. Pantaloons have 400 stores crosswise over 73 Lilban
areas in India and Employs more than 35,000 individuals.
Product offering in Pantaloons are men's wear (John Miller, JM Sports, Bare
Denim, Rig, Ajile, Lombard) ladies wear (Honey,Akkriti, Annabelle, Mix &
Match) kid's wear(Chalk, Bare 7214) accessories (Cosmetics, Stationary for kids,
Books & Magazines) lil store Pantaloons keep 70% of products of their own
brand. Remaining 30% include complete inventories of non- apparels & and some
apparels brands like UMM, Rang Munch, Bare Denim, leisure Denim & Rig etc.
They have primarily positioned as a family store, but later turn towards becoming
a fashion store with an emphasis on youths and clear focus on 'FRESH
FASHION'. They are targeting youth and even women, since they are the ones
defining most purchasing decisions.

3.12 ADITYA BIRLA

Madura Fashion &Lifestyle is one of India's branded apparel companies which is

extremely popular. It is a premium lifestyle shop It is making Indian customers to
buy the most prestigious worldwide style wear and accessories within the nation.
The company's brand collection comprises of different products ranging from

26
affordable to luxurious, top of the line style and accessible to each age group,
from children and youth to men and ladies. Madura Fashion & Lifestyle has
global brands of Van Heusen, Peter England, Allen Solly, Louis Philippe, and
People that represent style,attitude luxury, and comfort.
Madura Fashion and Lifestyle achieves its customers through a selective system
including 1,980 stores, covering 2.5 million sqft of retail space. The lifestyle
stores of the organization offers a restrictive mix of worldwide designs, caters at
Bangalore, Chandigarh, Mumbai, Delhi, Delhi NCR, Pune and Chennai. With 231
stores across 164 towns, Planet Fashion is one of the biggest clothing retail chain
of its kind in the nation. They kept the business in enormous urban areas as well
as in littler towns, for example, Udupi, Bareilly and Dehradun, Planet Fashion is
one of the biggest chain of stores of its kind in India, with a normal store
impression that reaches from 2,000-6,000 sqft relying upon its location. Recently,
Planet Fashion chose to remodel its image personality to oblige the observing
tastes of today's smart Indian customers.

3.13 Idea Cellular

Idea Cellular popularly known as 'Idea' is an mobile network operator in India.

Right now Idea offers 2G,3G and 4G portable system administrations. Idea is 3rd
largest mobile operator in India by subscriber base. Idea has 160.08 million
subscribers as of June 2015. Idea competes with Airtel, BSNL, Reliance,
Vodafone, Aircel, Uhinor andTata DoCoMo. On 28 March 2011, first time Idea

27
 launched 3G services in Gujarat, Madhya Pradesh and, Himachal Pradesh. The
launch cities were Ahmedabad, Shimla and Indore.
It also offers GPRS services in urban zones. On 23 November 2011, Idea build up
its customer base after the start of MNP in India. Currently Idea Cellular launches
4G LTE services in 75 towns in South India.
Vision Mission and Values
Vision
To be a premium global company, with a clear focus on each of the businesses.
Mission
TO deliver greater value to customers, employees, shareholders and society at
large, Values
• Integrity: Taking fair and honest decisions. Make and follow the top standards of
professionalism and being known for doing so. Integrity for company does not
only means intellectual and financial integrity, but includes all other forms as are
generally understood.
• Commitment: Commitment of the company means deliver value and importance
to all stakeholders. In the process, being responsible for companies own actions
and decisions.
• Passion: An intuitive and active passion that comes from emotional commitment
with the company that makes work pleasant and inspires each one to give his/her
best.
• Seamlessness: Thinking and working together across operative groups,
hierarchies, businesses, and geographies.
• Speed: Reaction to internal and external customers with a sense of urgency.
Continuously motivated to finish before target and choosing the best rhythm to
optimise companies' efficiencies.

3.14 Products
3.14.1 Supermarket More.
More super markets conveniently located in rural and urban areas. More
Supermarket serves to the daily, weekly and monthly shopping needs of
consumers. The product offerings include a wide range of
• Fresh fruits

28
• Vegetables
• Groceries
• Personal care
• General merchandise
• Basic range of apparels
• Home care

3.14.2 Hypermarket More.

More Promises a world-class pleasurable shopping experience to Indian
consumers in their very own neighbourhood. For the entire family Hypermarket
More is a onestop shopping destination. It has large number of products like
• Fruits & vegetables
• Groceries
• FMCG products
• General merchandise
• Apparels
• CDIT

3.14.3 Area of operation more — Conveniently located in neighbor hoods.

At present, there are 540 supermarkets across the country. And 16 hypermarkets
work under the brand more. MEGASTORE in Mysore, Vadodara, Indore,
Mahadevpura, Old Madras Road & Bull Temple Road in Bengalutu, Mumbai,
Saroor Nagar & Kukatpally in Hyderabad, Vashi, Rohini&Kirti Nagar in New
Delhi & Nashik.

3.14.4 Strong Supply Chain

For every effective retail organization strong supply chain is required. The main
duty of Supply chain is to collect the goods, sort and arranged the goods in
manner. The supply chain is also liable for bringing back unsold, returnable goods
and sends it back to the supplier or manufacturer. A Supply chain support network
comprises the following...
➢ Private delivery vehicle

29
➢ People
➢ Private or leased warehouses
➢ Good racking arrangements

3.15 COMPETITOR'S INFORMATION

• Big bazaar
• Nilgiris
• Reliance fresh
• Spar
• Easy day

3.15.1 BIG BAZAAR

Huge Bazaar Pvt., Ltd works a hypermarket that offers fashion and general
merchandise for example, home furnishings, electronics, crockery, cutlery,
footwear, sports goods, toys, men's and women's apparel, accessories such as
watches, sunglasses, luggage, and handbags, vegetables, fruits, and stationary
products. The organization have their store everywhere throughout the country
and it offers its items through its retail store. Big Bazaar Pvt., Ltd was begun in
2001 head office is in Mumbai, India. The company functions as a subsidiary of
Future Retail Limited.

3.15.2 Nilgiris

Nilgiris is one of the greatest super market chain in South Inda. It is additionally
one of the most popular and prominent supermarket chains in India. It started in
year 1905, All products of Nilgirisare sold under the brand name of "Nilgiris
1905". It is like general stores and staple shops in India, which offers its own item
and additionally branded product.

30
This super market began from Muthusamy Mudaliar. He was from Erode region
in Tamil Nadu, he was filling in as a mail runner for the British decision in India.
In the year 1905he opened a little shop, then he began "The Nilgiri Dairy Farm
Ltd." In 1936, he moved his shop to Brigade Road, Bangalore. The Nilgiri Dairy
Farm Ltd. specializes in dairy, dairy products, chocolate and bakery. Later the
production center was setup in Erod. The produce was supplied to Bangalore once
a day from Erode.The organization was begun in 1905 and it additionally has its
own particular products line include dairy products, chocolates, baked goods, and
staples. In the year 2014, Future Consumer Enterprises Ltd. Buys the shares of the
organization coming about that now Nilgiris is a completely claimed by Future
Consumer Enterprises Ltd, which is a Future Group Company.

3.15.3 Reliance Fresh

Reliance Fresh is the part of the retail business of Reliance Industries of lildia. The
company is headed by Mukesh Ambani. Reliance Fresh is the convenience store.
Reliance wanting to put resources into excess of 250 billion in the following four
years in their retail division. Reliance Fresh as of now has around 1700 store
outlets the country over. These stores sell vegetables, fresh fmits staples, fresh
juice, groceries, bars and dairy products.
Reliance Fresh store have typically approximate of 2500—4000 sq ft and caters to
a catchment area of 2—3 km
Reliance Flesh faced dramatic change in its positioning and mainly due to the
situation established in West Bengal, UP, and Orissa, it also mentioned recently in
newspapers that Reliance Retail is moving out of stocking vegetables and fruits.
In a portion of the states the organization may not stock vegetables and natural

31
 product. However Reliance Fresh is not selling the fruit and vegetable altogether,
company has decided not to compete with local vendors. Because of political
perspectives, and somewhat because of its inability to make a solid production
network.

3.15.4 SPAR
Spar, is one of the major retail organization. It is trademarked as SPAR, SPAR a
Dutch multinational retail chain which has an overall establishment with around
12,000 stores in 40+countries. It was established in the Netherlands in long in
1932. Through its affiliate company spar operates in most of the European
countries, Asia, parts of Africa and Oceania.

3.16 SWOT ANALYSIS

STRENGTH:
• Huge network of retail, assures consumers the best quality products at the best
market price. Strong backing of the Aditya Birla Group.
• ABRL is regional shopping Centre offering wide range of products.
• Operates in so many cities with over 500+ outlets make it a strong brand.
• Over 40,000 employees are part of this group.
• Good footfalls.
• Clubmore program have more than 14 million members.

WEAKNESS:
• High maintenance charges for store.
• New entrant to market
• Not much promotional activities.
• Employees do not have a long term associate with firm.

OPPORTUNITY:
• Brand can more focus into food category as consumers spend a lot on this
category.
• Brand consciousness among the customer.
• Can focus on cosmetics.
• Global extension could help brand to extend worldwide.

32
• Focus on e-retailing.

THREAT:-
• FDI in retail section could force to get better existing performance standards.
• Tough competition from worldwide company and unorganised sectors.
• Consumers have a lots of choices to buy anything so maintaining top of mind
brand recall is must for company.
• Price competition.
3.17 FUTURE GROWTH AND PROSPECTS
The stores are spreader across the nation. The more, stores have been started after
detail research to understand the necessities and desires of the Indian customers
More stores guarantee customers to give best quality items at the best market cost.
More. Additionally has its own particular image across value, premium and select
ranges. The products are good in quality and are available in attractive packaging.
Aditya Birla Retail is building direct linkages with farmers to make sure the
freshest supply of fmits and vegetables to consumers. It is also investing in
infrastructure to develop a healthy supply chain. The more. Stores are located
conveniently and allow ease of navigation. Aditya Bifla Retail Ltd. Currently it
has 540 supermarkets and sixteen hypermarkets across the country. It plans to
increase it to 1,300 supermarkets and 65 hypermarkets respectively by 2016. TO
fund this extension, ABRL has botrowed Rs 500 crore from Yes bank. Besides
this, it has decided to increase its borrowing limit to Rs 7 ,500 crore from Rs
5,000 crore.

33
 CHAPTER-4
DATA ANALYSIS & INTERPRETATION

GENDER
TABLE 4.1

S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

34
 1 MALE 56 56%

2 FEMALE 44 44%

3 TOTAL 100 100%

CHART 4.1

RESPONDENTS

44

56

MALE FEMALE

Interpretation:
From the above table 4.1, Gender of respondents it is inferred that out of 100
respondent’s majority 56% of respondents are male and remaining 44% of
respondents are female.

LOCATION
TABLE 4.2

S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 MUNICIPAL 19 19%
CORPORATION

35
 2 MUNICIPALITY 37 37%

3 TOWN 31 31%
PANCHAYAT
4 VILLAGE 13 13%

5 TOTAL 100 100%

CHART 4.2

RESPONDENTS

13 19

31

37

MUNICIPAL CORPORATION MUNICIPALITY TOWN PANCHAYAT VILLAGE

Interpretation:
From the above table 4.2, Location of respondents it is inferred that out of 100
respondent’s majority 37% of respondents are from Municipality, 19% of
respondents are from Municipal corporation, 31% of respondents are from Town
Panchayat, and remaining 13% of respondents are from villages.
AGE
TABLE 4.3
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 BELOW 15 YEARS 0 0%

2 15-25 39 39%

36
 3 26-35 35 35%

4 36-45 25 25%

5 46-55 1 1%

6 ABOVE 55 YEARS 0 0%

7 TOTAL 100 100%

CHART 4.3

RESPONDENTS

0, 0%
1,
0, 10%
% BELOW 15 YEARS
25, 25% 15-25
39, 39%
26-35
36-45
46-55
35, 35% ABOVE 55 YEARS

Interpretation:
From the above table 4.3, Age of respondents it is inferred that out of 100
respondent’s majority 39% of respondents are between 15-25 years, 35% of
respondents are between 26-35 years, 25% of respondents are between 36-45
years, and remaining 1% of respondents are between 46-55 years of age.

37
OCCUPATION
TABLE 4.4
S.NO PARTICULARS

1 STUDENT 33
33%
2 BUSINESS MAN 11 11%

3 SELF EMPLOYED 27 27%

4 FARMER 22 22%

5 DAILY LABOUR 1 1%

6 PRIVATE SECTOR 4 4%
EMPLOYEE
7 GOVERNMENT 2 2%
EMPLOYEE
8 RETIRED PERSON 0 0%

9 TOTAL 100 100%

CHART 4.4

RESPONDENTS
1 0
4 2
22 33

11
27

STUDENT BUSINESS MAN SELF EMPLOYED

FARMER DAILY LABOUR PRIVATE SECTOR EMPLOYEE
GOVERNMENT EMPLOYEE RETIRED PERSON

38
Interpretation:
From the above table 4.4, Occupation of respondents it is inferred that out of 100
NO OF RESPONDENTS PERCENTAGE%

respondent’s majority 33% of respondents are students, 11% of respondents are

Businessman, 27% of respondents are self-employed, 22% of respondents are
farmers, 1% of respondents are daily labours, 4% of respondents are private sector
employees, and remaining 2% of respondents are Government employees.

39
MARTIAL STATUS
TABLE 4.5
S.NO PARTICULARS

1 MARRIED 46
46%
2 UNMARRIED 54 54%

3 WIDOW/WIDOWER 0 0%

4 DIVORCEE 0 0%

5 TOTAL 100 100%

CHART 4.5

Respondents

46

54

MARRIED UNMARRIED

Interpretation:
From the above table 4.5, Martial status of respondents it is inferred that out of
100 respondent’s majority 54% of respondents are unmarried and remaining 46%
of respondents are married.

40
EDUCATION
TABLE 4.6
S.NO PERCENTAGE%

PARTICULARS NO OF RESPONDENTS 2%
1 ILLITERATE 2

2 UP TO SCHOOL 13 13%
LEVEL
3 DIPLOMA 11 11%
HOLDER
4 GRADUATE 27 27%

5 POST GRADUATE 40 40%

6 PROFESSIONAL 7 7%

7 TOTAL 100 100%

CHART 4.6

7 2
13

11

40

27

ILLITERATE UP TO SCHOOL LEVEL DIPLOMA HOLDER

GRADUATE POST GRADUATE PROFESSIONAL

Interpretation:
From the above table 4.6, Educational Qualification of respondents it is inferred
that out of 100 respondent’s majority 40% of respondents are Post graduates, 2%
of respondents are illiterates, 13% of respondents have studied up to school level,

41
11% of respondents are Diploma holders, 27% of respondents are graduates, and
remaining 7% of respondents are Professionals.
FAMILY INCOME NO OF RESPONDENTS PERCENTAGE%
TABLE 4.7
S.NO PARTICULARS

1 UP TO 10000 6 6%

2 10001-20000 10 10%

3 20001-30000 33 33%

4 30001-40000 32 32%

5 40001-50000 10 10%

6 ABOVE 50000 9 9%

7 TOTAL 100 100%

CHART 4.7

RESPONDENTS

9 6
UP TO 10000
10
10
10001-20000
20001-30000
30001-40000
33 40001-50000
32
ABOVE 50000

Interpretation:
From the above table 4.7, Family Income of respondents it is inferred that out of
100 respondent’s majority 33% of respondents have income between 20001-
30000, 6% of respondents have income up to 10000, 10% of respondents have
income between 10001-20000, 32% of respondents have income between 30001-

42
40000, 10% of respondents have income between 40001-50000 and remaining 9%
of respondents have income above 50000.
TYPE NO OF RESPONDENTS PERCENTAGE%
OF
HOUSE YOU LIVE IN
TABLE 4.8
S.NO PARTICULARS

1 OWN HOUSE 66 66%

2 LEASED HOUSE 24 24%

3 RENTED HOUSE 10 10%

4 TOTAL 100 100%

CHART 4.8

RESPONDENTS

10, 10%

24, 24%
OWN HOUSE

66, 66% LEASED HOUSE

RENTED HOUSE

Interpretation:
From the above table 4.8, respondents type of house they live in, it is inferred that
out of 100 respondent’s majority 66% of respondents live in own house, 24% of
respondents live in leased house and remaining 10% of respondents live in rented
house.

43
CAR AT HOME
NO OF RESPONDENTS PERCENTAGE%
TABLE 4.9
S.NO PARTICULARS

1 YES 30 30%

2 NO 70 70%

3 TOTAL 100 100%

CHART 4.9

RESPONDENTS

30

YES
NO
70

Interpretation:
From the above table 4.9, respondents having car at home, it is inferred that out of
100 respondent’s majority 70% of respondents don’t have car at their home and
remaining 30% of respondents have car at their home.

44
NO OF RESPONDENTS PERCENTAGE%

45
AVERAGE FAMILY EXPENSES PER MONTH
TABLE 4.10
S.NO PARTICULARS PERCENTAGE%

NO OF RESPONDENTS 2%

1 BELOW 2000 2

2 2001-3000 6 6%

3 3001-4000 40 40%

4 4001-5000 30 30%

5 5001-6000 10 10%

6 ABOVE 6000 12 12%

7 TOTAL 100 100%

CHART 4.10

2%
12% BELOW 2000
6%
2001-3000
10%
3001-4000
40% 4001-5000
5001-6000
30%
ABOVE 6000

Interpretation:
From the above table 4.10, respondents’ average family expenses per month, it is
inferred that out of 100 respondent’s majority 40% of respondents average family
expenses are between 3001-4000, 2% of respondents average expenses are below
2000, 6% of respondents average family expenses are between 2001-3000, 30% of
respondents average family expenses are between 4001-5000, 10% of respondents

46
average family expenses are between 5001-6000, and remaining 12% of
respondents average family expenses are above 6000 rupees.
TYPE OF BUYER IN SUPER NO OF RESPONDENTS PERCENTAGE%
MARKET
TABLE 4.11
S.NO PARTICULARS

1 FIRST TIME 8 8%
BUYER
2 OCCASIONAL 28 28%
BUYER
3 REGULAR BUYER 57 57%

4 SEASONAL 4 4%
BUYER
5 SPECIFIC NEED 3 3%
BUYER
6 TOTAL 100 100%

CHART 4.11

RESPONDENTS

3, 3%
4, 4%
8, 8%

28, 28% FIRST TIME BUYER

OCCASIONAL BUYER
57, 57%
REGULAR BUYER
SEASONAL BUYER
SPECIFIC NEED BUYER

Interpretation:
From the above table 4.11, type of buyer in super market, it is inferred that out of

47
 PERCENTAGE%

100 respondent’s majority 57% of respondents are regular buyers, 8% of

respondents are first time buyers, 28% of respondents are occasional buyers, 4%
of respondents are seasonal buyers, and remaining 3% of respondents are specific
need buyers.
HOW OFTER DO YOU GO TO SUPERMARKET
TABLE 4.12
S.NO PARTICULARS NO OF RESPONDENTS

1 EVERYDAY 4 4%

2 TWICE A WEEK 21 21%

3 ONCE A WEEK 35 35%

4 ONCE IN A 20 20%
FORTNIGHT
5 ONCE IN A 15 15%
MONTH
6 OCCASSIONALLY 2 2%

7 VERY RARELY 3 3%

8 TOTAL 100 100%

CHART 4.12

2, 2% 4, 4%

3, 3% EVERYDAY
15, 15% 21, 21% TWICE A WEEK
ONCE A WEEK
20, 20% ONCE IN A FORTNIGHT
35, 35% ONCE IN A MONTH
OCCASSIONALLY
VERY RARELY

Interpretation:

48
From the above table 4.12, respondents how often go to supermarket, it is inferred
that out of 100 respondent’s majority 35% of respondents go to supermarket once
a week, 4% of respondents go NO OF RESPONDENTS PERCENTAGE%
every day, 21% of respondents go
twice a week, 20% of respondents go once in a fortnight, 15% of respondents go once
in a month, 2% of respondents go occasionally and remaining 3% of respondents go
to supermarket very rarely.

49
 PERCENTAGE%

SOURCE OF INFORMATION ABOUT SUPERMARKET

TABLE 4.13
S.NO PARTICULARS NO OF RESPONDENTS

1 OWN IDEA 24 24%

2 FRIENDS & 39 39%

FAMILY
3 ADVERTISEMENTS 30 30%

4 DISPLAY OF 7 7%
SUPERMARKET
5 OTHER SOURCES 0 0%

6 TOTAL 100 100%

CHART 4.13

RESPONDENTS
0, 0%

7, 7%
24, 24%
OWN IDEA
30, 30%
FRIENDS & FAMILY
ADVERTISEMENTS

39, 39% DISPLAY OF SUPERMARKET

OTHER SOURCES

Interpretation:
From the above table 4.13, respondents’ source of information about supermarket,
it is inferred that out of 100 respondent’s majority 39% of respondents source of
information is from friends & family, 24% of respondents source of information is
from own idea, 30% of respondents source of information is from advertisements,

50
and remaining 7% of respondents source of information is from display of
supermarket.
HOW LONG ARE YOU PERCENTAGE%
BUYING IN SUPERMARKET
TABLE 4.14
S.NO PARTICULARS NO OF RESPONDENTS

1 LESS THAN 6 26 26%

MONTHS
2 6 MONTHS TO 1 38 38%
YEAR
3 MORE THAN A 21 21%
YEAR BUT LESS
THAN 2 YEARS
4 MORE THAN 2 15 15%
YEARS
5 TOTAL 100 100%

CHART 4.14

RESPONDENTS

LESS THAN 6 MONTHS

15, 15%
26, 26%
6 MONTHS TO 1 YEAR

21, 21%
MORE THAN 1 YEAR BUT LESS
THAN 2 YEARS
MORE THAN 2 YEARS
38, 38%

Interpretation:
From the above table 4.14, respondents’ buying in supermarket, it is inferred that
out of 100 respondent’s majority 38% of respondents are buying from 6 months to
1 year, 26% of respondents are buying from less than 6 months, 21% of

51
 PERCENTAGE%

respondents are buying from more than a year but less than 2 years and remaining
15% of respondents are buying in supermarket from more than 2 years.
MODE OF TRANSPORTATION
TABLE 4.15
S.NO PARTICULARS NO OF RESPONDENTS

1 CAR 23 23%

2 MOTOR CYCLE 44 44%

3 AUTO RICKSHAW 13 13%

4 BUS 14 14%

5 BY CYCLE 3 3%

6 BY WALK 3 3%

7 TOTAL 100 100%

CHART 4.15

RESPONDENTS

3 3 23
14
CAR
13 MOTOR CYCLE
AUTO RICKSHAW
BUS
44 BYCYCLE
BY WALK

Interpretation:
From the above table 4.15, respondents’ mode of transportation, it is inferred that
out of 100 respondent’s majority 44% of respondents use motor cycle, 23% of
respondents use car, 13% of respondents use auto rickshaw, 14% of respondents

52
use bus, 3% of respondents use cycle, and remaining 3% of respondents go by
walk.
PERCENTAGE%

53
DAY YOU SHOP IN THE SUPERMARKET
TABLE 4.16
S.NO PARTICULARS PERCENTAGE%

NO OF RESPONDENTS
1 SUNDAY 35 35%

2 MONDAY 21 21%

3 TUESDAY 22 22%

4 WEDNESDAY 11 11%

5 THURSDAY 1 1%

6 FRIDAY 1 1%

7 SATURDAY 9 9%

8 TOTAL 100 100%

CHART 4.16

Respondents
1 1
9 SUNDAY
11 35
MONDAY
TUESDAY

22 WEDNESDAY
THURSDAY
21
FRIDAY
SATURDAY

Interpretation:
From the above table 4.16, respondents’ shopping day in supermarket, it is
inferred that out of 100 respondent’s majority 35% of respondents go on Sunday,
21% of respondents go on Monday, 22% of respondents go on Tuesday, 11% of
respondents go on Wednesday, 1% of respondents go on Thursday, 1% of
respondents go on Friday and remaining 9% of respondents go for shopping in the
supermarket on Saturdays.

54
DAY WILL BE SUITABLE FOR SHOPPING
TABLE 4.17
S.NO PARTICULARS PERCENTAGE%

NO OF RESPONDENTS 56%

1 SUNDAY 56

2 MONDAY 9 9%

3 TUESDAY 16 16%

4 WEDNESDAY 8 8%

5 THURSDAY 3 3%

6 FRIDAY 2 2%

7 SATURDAY 6 6%

8 TOTAL 100 100%

CHART 4.17

RESPONDENTS
2
6
3 SUNDAY
8 MONDAY
TUESDAY
WEDNESDAY
16
56 THURSDAY
FRIDAY
9 SATURDAY

Interpretation:
From the above table 4.17, suitable day for shopping, it is inferred that out of 100
respondent’s majority 56% of respondents tell Sunday, 9% of respondents tell
Monday, 16% of respondents tell Tuesday, 8% of respondents tell Wednesday,

55
 PERCENTAGE%

3% of respondents tell Thursday, 2% of respondents tell Friday and remaining 6%

of respondents tell Saturdays will be the suitable day for shopping.
HOW LONG DO YOU SPEND IN A SUPERMARKET
TABLE 4.18
S.NO PARTICULARS NO OF RESPONDENTS

1 LESS THAN 30 MIN 25 25%

2 30 MIN TO 1 HOUR 60 60%

3 ABOVE 1 HOUR 15 15%

4 TOTAL 100 100%

CHART 4.18

RESPONDENTS

15 25

60

LESS THAN 30 MIN 30 MIN TO 1 HOUR ABOVE 1 HOUR

Interpretation:
From the above table 4.18, time spent in supermarket, it is inferred that out of 100
respondent’s majority 60% of respondents spend 30 min to 1 hour, 25% of
respondents spend less than 30 min, and remaining 15% of respondents spend
above 1 hour in Supermarket.

56
 PERCENTAGE%

57
CUSTOMER SATISFACTION WITH SUPERMARKET EXPERIENCE
H0: Customers are satisfied with the supermarket experience

H1: Customers are not satisfied with the supermarket experience

TABLE 4.19: ANOVA TEST FOR CUSTOMER SATISFACTION WITH

SUPERMARKET EXPERIENCE
Anova: Two -Factor Without Replication

SUMMARY Count Sum Average Variance

Row 1 2 39 19.5 480.5
Row 2 2 42 21 0
Row 3 2 57 28.5 84.5
Row 4 2 31 15.5 40.5
Row 5 2 16 8 98
Row 6 2 3 1.5 0.5
Row 7 2 12 6 18

Column 1 7 100 14.28571 148.5714

Column 2 7 100 14.28571 154.2381

ANOVA

Source of SS df MS F P-value F crit

Variation
Rows 1094.857 6 182.4762 1.516423 0.312939 4.283866
Columns 2.27E-13 1 2.27E-13 1.89E-15 1 5.987378
Error 722 6 120.3333

Total 1816.857 13

RESULT:

P-value is less than 1 which shows alternate hypothesis (H1) is rejected and null
hypothesis (H0) is accepted.

Customers are satisfied with the supermarket experience.

58
 CHAPTER - 5

SUMMARY OF FINDINGS,
RECOMMENDATIONS & CONCLUSIONS

59
5.1 Summary of Findings:

• From the study, majority 56% of respondents are male and remaining 44%
of respondents are female.
• Majority 37% of respondents are from Municipality, 19% of respondents
are from Municipal corporation, 31% of respondents are from Town
Panchayat, and remaining 13% of respondents are from villages.
• 39% of respondents are between 15-25 years, 35% of respondents are
between 26-35 years, 25% of respondents are between 36-45 years, and
remaining 1% of respondents are between 46-55 years of age.
• Majority 33% of respondents are students, 11% of respondents are
Businessman, 27% of respondents are self-employed, 22% of respondents
are farmers, 1% of respondents are daily labours, 4% of respondents are
private sector employees, and remaining 2% of respondents are
Government employees.
• 54% of respondents are unmarried and remaining 46% of respondents are
married.
• Majority 40% of respondents are Post graduates, 2% of respondents are
illiterates, 13% of respondents have studied up to school level, 11% of
respondents are Diploma holders, 27% of respondents are graduates, and
remaining 7% of respondents are Professionals.
• 33% of respondents have income between 20001-30000, 6% of
respondents have income up to 10000, 10% of respondents have income
between 1000120000, 32% of respondents have income between 30001-
40000, 10% of respondents have income between 40001-50000 and
remaining 9% of respondents have income above 50000.
• 66% of respondents live in own house, 24% of respondents live in leased
house and remaining 10% of respondents live in rented house.
• 70% of respondents don’t have car at their home and remaining 30% of
respondents have car at their home.
• Majority 40% of respondents average family expenses are between
30014000, 2% of respondents average expenses are below 2000, 6% of
respondents average family expenses are between 2001-3000, 30% of

60
 respondents average family expenses are between 4001-5000, 10% of
respondents average family expenses are between 5001-6000, and
remaining 12% of respondents average family expenses are above 6000
rupees.
• Majority 57% of respondents are regular buyers, 8% of respondents are
first time buyers, 28% of respondents are occasional buyers, 4% of
respondents are seasonal buyers, and remaining 3% of respondents are
specific need buyers.
• Majority 35% of respondents go to supermarket once a week, 4% of
respondents go every day, 21% of respondents go twice a week, 20% of
respondents go once in a fortnight, 15% of respondents go once in a month,
2% of respondents go occasionally and remaining 3% of respondents go to
supermarket very rarely.

• Out of 100 respondent’s majority 39% of respondents source of

information is from friends & family, 24% of respondents source of
information is from own idea, 30% of respondents source of information is
from advertisements, and remaining 7% of respondents source of
information is from display of supermarket.
• Majority 38% of respondents are buying from 6 months to 1 year, 26% of
respondents are buying from less than 6 months, 21% of respondents are
buying from more than a year but less than 2 years and remaining 15% of
respondents are buying in supermarket from more than 2 years.
• 44% of respondents use motor cycle, 23% of respondents use car, 13% of
respondents use auto rickshaw, 14% of respondents use bus, 3% of
respondents use cycle, and remaining 3% of respondents go by walk.
• Majority 35% of respondents go on Sunday, 21% of respondents go on
Monday, 22% of respondents go on Tuesday, 11% of respondents go on
Wednesday, 1% of respondents go on Thursday, 1% of respondents go on
Friday and remaining 9% of respondents go for shopping in the
supermarket on Saturdays.
• Majority 56% of respondents tell Sunday, 9% of respondents tell Monday,
16% of respondents tell Tuesday, 8% of respondents tell Wednesday, 3%

61
 of respondents tell Thursday, 2% of respondents tell Friday and remaining
6% of respondents tell Saturdays will be the suitable day for shopping.
• Majority 60% of respondents spend 30 min to 1 hour, 25% of respondents
spend less than 30 min, and remaining 15% of respondents spend above 1
hour in Supermarket.
• Customers are satisfied with the supermarket experience.

62
5.2 Recommendations

From the study done at more store to understand customer perception and
satisfaction has found out the above-mentioned findings which gives some
suggestions. More has achieved its target customers but there are many things to
be achieved. The following are some of the suggestions:

• The product quality, packaging etc. has to be improved.

• As majority of customers are educated. Thus advertisement can be improved;

it will help in easy communication.

• Most of the customers visit more once in a week or in every fortnight. So

coming up with an offer which gives offer for those members will satisfy the
customers.

• Responsiveness and processing of customers enquiry and complaints should

be proper and fast.

• The dressing of the employees can be changed so that it will be more

attractive, as it is a retail industry.

• Majority of customer look for variety of products. So more should keep

different variety in the product and enough stock.

• Provide convenient parking space for customers to use.

• Can seek the suggestions from the loyal customers so it can boost the
business.

• Employees should only help the customers when required by them. This is
because every customer doesn't like to accompany by a staff,

• More stores have a need for some more cash counters, to serve quickly
without making customer wait.

• Introducing return policy can attract more number of customers

• By improving store atmosphere and displaying system the gap of tangibility

component can be covered.

63
• By keeping enough stock, and providing service at right time can help to
improve the reliability of the store.

• Time to time training and updates should be given to the employees, so the
employees will have enough knowledge about the product at more. So that
assurance can be achieved.

• The employees of more should serve the customer with happy heart and more
enthusiastically. By this gap in empathy can be covered.

• Extending the store timing can help the store to increase its responsiveness

64
 5.3 Conclusion

More is one of the best retail store, which serves for the need of salaried class
or medium, low level income people. It attracts more number of customers
with its products and services. The more. Stores have begun after in detail
research to understand the needs and expectations of the Idian consumers.
More. is the answer for the shopping needs of the Indian housewife who wants
a modern and convenient retail destination in her neighbourhood, with an
attractive and a consistent range of products. The study has helped to
understand customer perception and satisfaction using SERVQUAL method.
The assurance of more store gave high satisfaction than other dimensions and
even reliability also gave high satisfaction to the customers. Responsiveness
and Empathy has a strong relationship on customer perception. By
understanding customers perception towards this entire component it had
given more light to the study, hence made easy to develop the future
strategies. The study has shown the customers perception and satisfaction
towards more stores, which is helpful to more stores.

BIBLIOGRAPHY
Books:

65
Valarie A Zeithaml - Service marketing, 4th edition, The Mc Graw hill
publication Satish K Batra- consumer behaviour, I st edition, excel book New
Delhi. Christopher lovelock- services marketing, 5th edition, published by
Pearson education.

Articles:
Doyle, and Fenwick, I. (1975), How Store Image Affects Shopping Habits in Grocery
Chains, Journal of Retailing, annual issue, 50, 39—52.

Grewal, D., and Sharma, A. (1991). The effects of sales force behaviour on
consumer satisfaction: an interactive framework. Journal of Personal Selling and
Sales Management, 11, 13-23.

Sinha, P. K, Mathew, E., and Kansal, A, (2005). Format Choice of Food and
Grocery Retailers. Retrieved from
http://www.iimahd.ernet.in/publications/data/2005-0704pksinha.pdf

Goyal, B. B., and Aggarwal, M. (2009). Organized Retailing in India — An

Empirical Study of Appropriate Formats and Expected Trends. Global Journal of
Business Research, 3 (2), 77-83.

Choudhary, H. , and Sharma, V. (2009), Empirical Study on Operational

Efficiency in Retail Stores in Chandigarh Tricity. Prabhandan: Indian Journal of
Management, May-June issue, 2(3).

Theodoridis, P. K., and Chatzipanagiotou, K. C. (2009). Store image attributes

and customer satisfaction across different customer profiles within the
Supermarket sectorin Greece. European Journal ofMarketing, 43(5/6), 708 —
734.

Kamath, B. G, (2009), Consumers Preference of Retail Store Attributes: A Case

Study of Mangalore. Pacific Business Review. Retrieved from http://pbr.co.in/show

66
 Jayawardhena, C. (2011). Effects of retail employees' behaviours on
customers'service evaluation. International Journal of Retail & Distribution
Management, 39(3), 203-217.

Ghosh, P., Tripathi, V., and Kumar, A. (2010). Customer expectations of store
attributes: A study of organized retail outlets in India. Journal of Retail and
Leisure Property, 9, 75-87.

Chakraborty, S. (2010). A Study of Selected Discount Store Retail in Hyderabad

forthe Purpose of Identifying Factors in Regards to Shopping Motives, Store
Attributes, Shopping Outcomes and Perceived Shopping Cost. International
Journal of GlobalBusiness, 3 (l), l19.

Hemalatha, K. G., Ravichandran, K., and Lakshmi, J. (2010). An empirical

assessment of service quality dimensions in the Indian retail sector. Journal and
Retail Management Research, 4(2).

Paswan, A. Pineda, M, S., and Ramirez, F. S. (2010). Small versus large retail stores
in an emerging market—Mexico. Journal of Business Research, 63 (7), 667-672,

Verma, H., and Madan, P. (2011). Factors analysing the store attributes to identify
key components of store image. I.JMMR, 2(1).

Websites:
http://www.aditvabirla.com/businesses/Profile/aditva-birla-retail-limited
http://www.ibef.org/industrv/retail-india.aspx https://en.wikipedia.org/wiki/Retail
https://en.wikipedia.org/wiki/Retailing-in-India
http://info.shine.com/industrv/retail/7.html

Questionnaire

1. Name: (optional):

67
2. Gender: a) Male b) Female

3. Mention the type of your living place.

a) Municipal Corporation c) Town Panchayat

b) Municipality d) Village

4. Please specify the age group you belong to (age completed)?

a) Below 15 Years d) 36-45 Years

b) 15-25 Years e) 46-55 Years

c) 26-35 Years f) Above 55 Years

5. What is your Occupational Status?

a) Student g) Private Sector Employee
b) Businessman h) Government Employee
c) Self-employed i) Retired Person
d) Farmer j) Home maker
e) Daily Labour k) Others (please mention)
f) Professional people

6. What is your Marital Status?

a) Married d) Widow/ Widower
b) Unmarried e) Divorcee

7. What is your Educational Status?

a) Illiterate e) Post-graduate
b) Up to School Level f) Technocrats
c) Diploma holder g) Professional
d) Graduate g) Others (please mention)

68
8. What is your total family income per month?
a) Up to 10,000 c) 30,001 to 40,000
b) 10,001 to 20,000 e) 40,001 to 50,000
c) 20,001 to 30,000 f) above 50,000

9. Mention the number of persons in your house. Total no. of members

10. Mention the type of house you live in.

a) Own House c) Rented House

b) Leased House

11. Do you have a car at your home?

a) Yes b) No

12. How much is your average family expense on provisions per month?
a) Below 2,000 d) 4,001 to 5,000
b) 2,001 to 3,000 e) 5,001 to 6,000
c) 3,001 to 4,000 f) Above 6,000

13. What type of buyer you are in a supermarket?

o First time buyer o Occasional

buyer o Regular buyer o Seasonal

buyer

o Specific need buyer

14. How often do you go to a supermarket?

a) Everyday e) Once in a month

b) Twice a week f) Occasionally

69
 c) Once in a week g) Very rarely

d) Once in a fortnight

15. Mention the source of information about the supermarket.

o Own idea

o Through friends and relatives o Through

advertisements o Window display of the
supermarket o Other sources

16. How long are you buying in the supermarket?

o Less than 6 months o 6 months to 1
year o More than 1 year but less than 2
years o 2 years and above

17. Mention the mode of transportation used to shop in the supermarket.

a) Car e) Bicycle
b) Motor Cycle f) By Walk
c) Auto Rickshaw g) Others
d) Bus

18. Mention the day in which you normally shop in a supermarket.

b) Sunday
c) Monday
d) Tuesday
e) Wednesday
f) Thursday
g) Friday
h) Saturday

19. In your opinion which day will be suitable for shopping?

70
 a) Sunday
b) Monday
c) Tuesday
d) Wednesday
e) Thursday
f) Friday
g) Saturday

20. On an average, how long do you spend in a supermarket on each visit?

a) Less than 30 minutes c) Above 1 hour

b) 30 minutes - 1 hour

21. Overall rating to our more store

a) 1
b) 2
c) 3
d) 4
e) 5

71