A PROJECT REPORT

ON

EXPLORING DETERMINANTS OF STORE

DESIGN IN INDIAN RETAIL INDUSTRY
at
RATNADEEP, HYDERABAD
Submitted by:
MR. OMER SIDDIQI
HT. No. 128917684028

Under the guidance of:

MS AISHWARYA S RAY

Project submitted in partial fulfillment for the award of the degree of

“BACHELOR OF BUSINESS ADMINISTRATION”

By

DEPARTMENT OF BUSINESS MANAGEMENT

ETHAMES DEGREE COLLEGE
(AFFILIATED TO OSMANIA UNIVERSITY – HYDERABAD)

(2017 – 2020)
 DECLARATION

I hereby declare that this project Report titled “EXPLORING

DETERMINENTS OF STORE DESIGN IN INDIAN RETAIL

INDUSTRY AT RATNADEEP” submitted by me to the Department of

Business Management, ETHAMES DEGREE COLLEGE, is a bonafide

work undertaken by me and it is not submitted to any other University or

institution for the award of any degree/diploma/ certificate or published any

time before.

PLACE:
DATE:

OMER SIDDIQI
128917684028
 CERTIFICATION

This is to certify that the Project Report title EXPLORING DETERMINENTS OF

STORE DESIGN IN INDIAN RETAIL INDUSTRY submitted in partial fulfilment for the
award of BBA Programme of Department of Business Management, O.U. Hyderabad, was
carried out by Omer Siddiqi under my guidance. This has not been submitted to any other
University or Institution for the award of any degree/diploma/certificate.

Name and address of the Guide

Signature of the Guide
 Abstract

Over the last few decades retailers have realized the importance of store design in the retail

outlets. In the past, the stores were simple and small and the customers too didn’t expect

much from their experience in the stores but with time and rise in competition there has

been a change in the way retail stores are designed. Customer is king and they will make or

break a business of a retailer. Therefore, more emphasis has been laid on the design of

stores and every little aspect ranging from store lighting, temperature, fixtures, floor layout,

displays, among other things have been given prime importance. With the market getting

diluted by the day, stores are giving more and more importance on these aspects and a

prime example of a retailer using these aspects as rightly as possible is Ratnadeep. The

following research has been carried out with Ratnadeep in mind and a total of 100 members

will be surveyed to explore the determinants of store design on customer experience. A

questionnaire will be used to gather primary data. For deep understanding factor analysis

will be used.

Key Words: Store design, Floor layout, Display, Lighting, Factor analysis, Ratnadeep
 Acknowledgement

“It takes a whole village to raise a child”. – An African Proverb

The Project work was a wonderful opportunity for me to connect my classroom learning

with the real-life marketing experience.

My foremost gratitude goes to my parents Mr. Tarek Siddiqi & Mrs. Asma Arshiya who

have been teaching me lessons of life since the day I opened my eyes. They are the one

who taught me to have open mind towards learning and made my education their top most

priority.

I am extremely thankful to Dr. Anupama Gadiraju, Principal, EThames Degree College,

Hyderabad for giving me the opportunity to be the part of EThames Family.

I would like to acknowledge the support I received from each and every member of

Ratnadeep, Hyderabad during my project.

I also express my gratitude to all members of erudite faculty of EThames Degree College,

Hyderabad - My alma mater for their guidance and encouragement in completing

this project report successfully.

Before I finish, I would like to offer my gratitude towards my mentor Ms. Aishwarya S

Ray, Assistant Professor– Marketing, EThames Degree College, Hyderabad for her

teachings and interminable support throughout the Project.

 Table of Contents

Contents Page

Numbers

1. List of Tables i

2. List of Figures ii

3. Introduction 1

4. Literature Review 5

5. Company Profile 17

6. Research Objective 23

7. Research Methodology 24

8. Data Analysis and Interpretation 28

9. Findings and Conclusion 39

10. Limitations and Future Direction 41

11. References 42

12. Appendix A - Questionnaire 45

13. Appendix B – Demographic Analysis 49

 List of Tables

Contents Page

Numbers

1. Reliability Statistics 26

2. KMO and Bartlett's Test 28

3. Communalities 29

4. Factor 1 (Crowd flow and Ambience) 32

5. Factor 2 (Entrance and Floor Design) 33

6. Factor 3 (Geography of store) 34

7. Factor 4 (Convenience of Amenities) 35

8. Factor 5 (Store Aesthetics) 36

9. Total Variance Explained 37

i
 List of Figures

Figure Page Number

1. FMCG Statistics 3

ii
 Introduction

Over the centuries humans have come a long way from the barter system to the current state

of retailing. The whole dynamics have changed. The stores are not just a place of storage of

day to day items. They are now a major participant in the customer experience. It is

precisely due to this reason that the retailers have started to give the much due importance

to store design.

With the advent of online retailing over the past two decades the landscape has changed.

Not only are the retailers competing over each other but also with online portals. With

numerous advantages the online portals offer, the retailers are trying to find unique points

of interest that can make customers flock to their stores instead of logging online and

buying goods.

Here is where store design has come into limelight. The way the stores are designed plays a

major role in retaining customers and also in how often the customers would prefer to visit

the store again instead of opting for other retailers. Therefore, store design is now one of

the most important aspect of retailing and this project will aim to explore the determinants

of store design.

Customer experience is directly connected to customer loyalty and history is evidence that

no business can thrive without satisfied and loyal customers. It is said that a satisfied

customer may or may not result in a loyal customer but customer loyalty cannot exist

without customer satisfaction. Therefore, in this competitive world customer satisfaction is

of utmost importance. This is why it is important to understand the determinants of store

design.

1
In India, the retail industry has developed from single small stores to multi store outlets and

today there are major players on the national level with stores in almost all tier 1, tier 2 and

tier 3 cities providing best in class services in order to retain as much customers as possible

and to make a distinct brand image among the audience.

Retailers are of many kinds. The scope is monumental and therefore to bring things to a

smaller and easier understanding we will put in focus fast moving consumer goods stores

specifically Ratnadeep. Brands like Big Bazaar, D-Mart, Spar, Spencer, Metro have

become household names in India with their USP being stores with almost everything a

consumer might need under one roof. These departmental stores are big in size and have

several branches in each city. Ratnadeep operates similarly but its operations are currently

limited to Hyderabad and Bengaluru.

Fast moving consumer goods (FMCG) are the 4th largest sector in the Indian economy.

There are three main segments in the sector – food and beverages which accounts for 19 per

cent of the sector, healthcare which accounts for 31 per cent and household and personal

care which accounts for the remaining 50 per cent.

The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840

billion in 2017, with modern trade expected to grow at 20 per cent - 25 per cent per annum,

which is likely to boost revenues of FMCG companies. Revenues of FMCG sector reached

Rs 3.4 lakh crore (US$ 52.75 billion) in FY18 and are estimated to reach US$ 103.7 billion

in 2020.

2
3
For fast moving consumer goods stores, the main aspects influencing customer experience

include convenience of location, the range of goods that the retailer provides and the ease

of buying those goods. Other aspects that influence the customer experience in FMCG

stores include store lighting, use of colors, display, shelves, floor layout, climate inside

store, ease of movement, position of billing counters, among other things. All of these

aspects combine to give customers an experience that either retains them or loses them.

With the current rise in competition and the focus of market shifting towards customer

satisfaction, the FMCG stores are giving utmost importance to their promotions and even

more importance to store design as the price-based competition is rigid and therefore the

non-price-based aspects mostly deal with store design.

The city of Hyderabad is a hub of many stores of these major FMCG retailers. But there are

also many local retailers like Balaji Grand Bazaar, Ratnadeep, Ghanshyam supermarkets

among other supermarkets who have provided stiff competition to the big departmental

stores. The supermarkets benefit from convenient locations which are spread in the local

residential areas as they require lesser space then departmental stores.

These local supermarkets provide a good opportunity to study determinants of store design

at a more intimate level and allows the observation of the less obvious aspects often missed

while studying store design in big retail stores. This is why the following research is based

on Ratnadeep which has seen an immense growth over the past decade. Major credit for its

success is given to its distinct store design that is considered very delightful by the

customers. The research will try to understand how Ratnadeep has used store design and

what aspects are most important.

4
 Literature Review

For the purpose of understanding the determinants of store design we shall review some

reports made in the past few decades which will provide us an insight into the aspects of

store design and how customers respond to it.

Retail industry has boomed in the past two decades and brought organised trade in the

forefront. With rise in competition, retailers are now focusing on how to improve customer

experience and for that they are diverting their attention and resources at improving store

design of their outlets.

Several demographic indicators indicate favourable patterns for the growth of organized

trade in India according to Swar (2007). These are: i) rapid income growth: customers are

more able to spend, ii) Urbanization is increasing: a greater urban population then value

convenience, couple with a higher urban consumer's propensity to spend iii) Youth growth:

population growth since liberalization, mindset and willingness to buy, and iv) spending

now versus saving earlier: customers are able to borrow current consumption.

In recent years India has witnessed a rapid pace of retail growth. The tastes and preferences

of consumers are evolving leading to radical change and lifestyles and habits of spending

which in turn creates new business opportunities. The shopping behaviour of consumers is

changing, which has led to the rise of major retail chains in metros cities and towns.

Ghosh and Tripathi's research (2010), aims to examine consumer purchasing habits towards

structured retail outlets in terms of purchased product types, time spent in the shop, amount

of product purchased on each visit, shop behaviour switching and store attribute. The study

result indicates a greater propensity for the younger generation to frequent organized retail

5
outlets. The shopper who spent at least two hours in a store found shopping a stress reliever

and an enjoyable activity. The frequently purchased goods from the retail outlet are

garments accompanied by food, lifestyle products and appliances for household use.

So not only has the organized sector been rising rapidly over the past two decades, but it

has also become a significant part of life for all age groups. This growth of organized retail

stores and more specifically fast-moving consumer goods stores has increased many to

investigate the various aspects of stores, their architecture and other factors affecting

customer experience.

Jain and Bagdare (2009) studied the idea of customer experience by examining consumer

preferences and defining its major determinants in the context of modern format retail

stores. The study highlights that new format stores are pre-engineered retail outlets

compared to conventional stores, characterized by well-designed architecture, ambience,

display, self-service, value-added services, technology-based operations and much more

with modern outlook and practices. The same by fulfilling both hedonic and utilitarian

needs to attract and influence young minds. The spectrum of demographic, psychographic,

behavioural, social cultural and other environmental variables determines customer

experience.

In addition to this Sachdeva, Goel, 2015, realise the current context of retail is extremely

challenging. It’s a retail world in which customers are forced to accept hedonic market

aspects. Retailers are searching for new ways of delivering something unique or exclusive

to their consumers to attract traffic to physical stores. People like touching, feeling,

smelling, eating, checking, and putting on. This approach is holistic, including both

emotional and logical causes (Meyer, 2006, p. 1).

6
Focusing on engaging the consumer both emotionally and behaviourally is crucial, which

means that contact on social media and physical retail stores should both excel and have

emotional appeal, and anchor various types of brand interaction. Rising retail success is less

about what the seller has to offer and more about how they're selling it.

Therefore, with research showing the value of store design as a prime determinant in

customer experience, we are now shifting our attention from the rising organised structure

of retail stores to how these stores are now being planned with the store design dimension

in mind.

The results presented by Rompay, Dijkstra, Verhoeven, Annemiek (2011) largely support

the relationship between retail design and the affective in-store interactions and behavioural

intentions of the customers. But more significantly, the results show that the effects of store

variables differ based on the aims of entertaining a retail atmosphere that consumers

entertain. Furthermore, it corroborates a distinction between store variables that directly

influence practical goal-oriented actions (i.e. moving through the store in pursuit of a

particular product) and variables that specifically affect consumer sensory perception of the

story setting (i.e., store colour perceptions).

Taking into account these distinctions, the results support the idea that task-oriented

shoppers are mainly under the control of spatial, function-related design variables because

they most specifically interfere with target achievement. In other words, because

unhindered movement and (visual) overview are the most essential to locate a specific

product in the store area, task-oriented shoppers benefit from a well-organized, spacious

layout. Such customers view a cluttered layout of the store as an impediment to achieving

the target, and therefore express a lower intention to stay in or return to the store. The effect

7
of store layout on shopping pleasure, however, did not exceed any significance, indicating

perhaps that shopping pleasure is of less importance to these shoppers (intent on task

completion). (Note, however, that the two outcome variables, i.e. shopping pleasure and

behavioural intentions, were very positively associated, and that the findings for shopping

pleasure mirror doors for behavioural intentions, while not significant).

Therefore, consumers want an unhindered view of the goods and to ensure that they can see

and travel seamlessly around stores towards their product choice in store. We are now

shifting emphasis on the dimension of store design dealing with crowd management and

also how the crowd in the store can be affected by various factors in order to enhance their

experience and to retain consumers.

Retail density is defined as the number of people (human density) and objects (spatial

density) in a limited space, by Eroglu, Machleit and Chebat (2005). Shoppers experience

supermarket crowding as density limits their shopping targets for interfering with their

activities. Retail crowding has an effect on customer behaviour and is a crucial determinant

in shopping experience. There are usually almost no spatial elements in a typical shopping

street, which limit or interfere with the activities and objectives of the shopper.

Psychological stress and increased arousal may result from crowding (Michon, Chebat and

Turley, 2004). Individuals may get bored when human density is low, resulting in

avoidance behaviour. The effect of human density on customer expectations and behaviours

varies depending on the shopper's motivation and target (Eroglu and Harell, 1986) and store

styles (discount vs. upscale) (Machleit, Eroglu and Mantel, 2000). Density influences

perceived power negatively (Hui and Bateson, 1991) by restricting movement, increasing

shopping time, posing social interactions, etc. Nevertheless, density research by Van

8
Rompay, Galetzk, Pruyn and Moreno-Garcia (2008) also negatively affected perceived

control, but only for those in high need of control. Additionally, a study by Van Rompay,

Krooshoop, Verhoeven and Pruyn (2011) shows that the impact of density on shopping

enjoyment and approach behavior differs with shopper's affiliation needs: negative effects

with parent only for shoppers with low affiliation needs.

In their paper Baum, Davis, 1976, addresses the mediation of crowding experience in

architectural interiors by three environmental variables: setting orientation, room colour,

and interior visual complexity. Subjects perceptions of available space and crowding

threshold were measured by placing miniature figures in model rooms and room ratings in

multiple dimensions. The data presented showed that expectations of the available physical

space in setting and crowding thresholds are effectively mediated by variations in interior

design. Although the actual amount of space was kept unchanged, the subjects viewed dark

rooms as smaller, with less figures crowded than the corresponding light rooms. It was

found that high visual complexity correlates with setting orientation and room colour; non-

social dark rooms were viewed as being smaller than other interiors with high complexity.

Areni and Kim (1994) performed a field experiment on the effect of in-store lighting at a

central retail establishment (restaurant's wine cellar). They found that customers inspected

and treated more products under conditions of bright lighting than under conditions of soft

light. Often, when the lighting was bright rather than dim, they treated more eye level

products. They find out that the effect of lighting on functional aspects has to be paid

attention. For example, a restaurant usually uses soft lighting to create a romantic

atmosphere but this is at the cost of menu readability (Areni & Kim, 1994). Summers and

Herbert (2001) tested the impact of light in two types of stores in an extended study: a

9
hardware store and a western clothing / feed shop. The results confirm Areni and Kim's

(1994) findings that customers were looking at and handling more products under bright

lighting than soft lighting. Furthermore, the results showed that customers were touching

more things and picking up more belts with additional display light. These findings indicate

that light has an effect on anticipation and can improve approach behaviour.

Certain variables discussed by Baum and Davis were colour, and Babin, Hardesty and Suter

(2003) further explored the value of colour (and lighting) inside a fashion store with a

scenario analysis. Results show that shoppers respond to cool colours more favourably and

identify the blue environments as more likable than the orange. In the blue climate the

purchasing intentions were also affected more favourably.

Lights will regulate the impact of colour, according to Baker et al. (1994). Such results are

supported by a scenario study by Babin et al. (2003), who compared an orange and blue

shop with different lighting levels and found it had an effect on the cognitive representation

and affective response of the customers. Most favoured was the blue shop, but when the

orange shop was paired with soft lighting it became almost as positively valued as the blue

shop.

Belizzi, Crowley and Hasty (1983) performed a laboratory experiment to test how colour

affects the orientation and attraction of approaches. This showed that people are physically

attracted to warm colours but that warm coloured environments are uncomfortable in

general. In the study the participants actually sat closer to the walls of yellow and red than

the walls of blue and green. Subjects suggested that while warm environments were bright

and colourful, they were also seen as less desirable and less friendly than cooler

environments. The warm colours were rated higher on an activity factor but on an

10
evaluative factor, lower or unfavourable. In a negative, stressful atmosphere consumer

might consider shortening their shopping time. Even, unplanned, impulse purchases were

associated with warm colours. These results indicate that if a retail display is designed to

draw customers physically by using warm colours, it runs the distinct risk of creating a

less-than-attractive or less-than-pleasant environment. Although red and other warm

colours may be good colours of physical appeal, they have been rated colourful yet

negative, bright yet tense. Bellizzi et al. (1983) suggest that warm colours not be used for

bulk use, as this can become annoying and distracting on a larger scale. Note that the colour

results studied were in the sense of a furniture store and that full saturated colours were

used in this study (Belizzi, Crowley and Hasty, 1983). Based on these findings, it may be

recommended to use cooler colours in the shop, because customers may feel more

comfortable and stay longer. Warmer colours are probably better suited to bringing

customers into the store for the exterior of a shop or show window.

Such research papers illustrate just how important a store's colour and lighting can be.

Window dressing forms an important aspect of store design and an informative study on

window dressing will be studied now.

Yildirima, Baskayab, Hidayetogluc, 2007 revealed in their paper a significant relationship

between storage window styles and customer perceptions of store image and attitudes to

shopping. The results showed that consumers ' perceptions of two different types of store

windows about store image attributes such as advertising merchandise and fashion are

different, and the difference between them is statistically significant (p < 0.001 level).

Consumers have a more positive perception of flat screens, in terms of advertising, product

and fashion, than arcade windows, according to the study results.

11
The study also found that storage window styles play an important role in the attitudes of

customers toward store entry and product purchase (p<0.001 level). Consumers have a

more positive perception of flat windows in relation with shopping behaviours such as store

entry and product purchase than arcade windows, according to those findings. This supports

the findings of Sen et al. [1] revealing a similar finding regarding the effects of store

windows on customer shopping decisions. Considering the results of this study and its

discussions, the respondents noticed that the type of arcade window was less popular

compared to the type of flat store window, since the former type made them feel as if they

were already in store, stressing that they could be interrupted by a salesperson at any

moment.

The research results suggest that retailers and designers could easily attract the attention of

customers using flat windows. And other alternatives could be offered for the form of

arcade (such as hiding from outside the interior to make the consumers feel they are still

outside). As stated, this work was done using large shopping mall consumers asking them

to answer the questions as if they were in a big shopping mall.

The other significant finding of this analysis is the disparity according to flat and arcade

windows in the gender groups. Indeed, women were more negative about the types of

window displays than males. This result supports Dube and Morgan's findings which

concluded that female satisfaction judgments were largely influenced by their initial

negative emotions, while male satisfaction judgments relied on their initial positive

emotions, indicating a primacy effect for both sexes. In addition, Sommer et al. found

females spent more time in the store than males did. It can be concluded from this finding

that the females are more serious in their shopping attitudes.

12
With the visual aspects covered, we are now going to shift our attention to another olfactory

receptor that is ear and the music aspect in shops. Background music will affect the

customer experience and we are now going to delve deep into this with the help of the

reports below.

In 2004 North, Tarrant, and Hargreaves concentrated on the study of music effects. Several

studies indicate that mood can affect an individual's probability of demonstrating instances

of behavioural support, and one earlier laboratory study has suggested that music can be

used to bring about mood manipulations to such an end. To investigate this in a naturalistic

environment, 646 university gym users were either playing uplifting or distracting music

while they were working out. They were asked to either sign a petition in support of a

fictional sporting charity (i.e., a low-cost task) or distribute leaflets on their behalf (i.e., a

high-cost task) upon completion of their workout. Responses to the petition signing

measure suggested a ceiling effect with virtually all participants offering assistance.

However, in line with previous work on mood and behaviour, elevating music has led

participants to offer more help on the high-cost, leaflet-distributing task than annoying

music has done.

But then came the 1990 dissertation of Yalch and Spangenberg. Despite the widespread

belief that music improves a retail environment and results in increased constable

satisfaction to traffic and highest use a review of literature found insufficient direct

evidence supporting this hypothesis. Consequently, a research program has been launched

to enhance our understanding of the complex relationship between retail shopping and the

quest for atmospheric influences as an initial effective music in establishing that this work

can be carried out in a comfortable environment without interrupting normal business

13
activities. For that given its limited reach and sample research results indicate that the

presence of music is actively noted by the few shoppers who react psychologically and

behaviourally to environmental factors like music. However, the psychological ratios

between the groups subjected to different types of music are our ability to quantify these

effects to interpret each simplistic as evidence of the small difference.

But on the other hand, Milliman had a different take on music and its influence in stores in

1982.

The study by Milliman (1982) along with others like it can support marketing managers

interested in influencing consumer behaviour. The speed of instrumental background music

can have a significant impact on both the rate of traffic flow in-store and the average gross

sales volume purchased by consumers, at least in certain cases. In his report, gross average

sales for fast tempo music increased from $12,112.35 to $16,740.23 for slow tempo music.

This is an average increase in sales volume of $4,627.39 per day, or an increase of 38.2

percent.

The exact figures are not relevant, because they relate to this research situation alone. What

these findings mean, however, is important: Music behaviour can be affected, but this

influence can either lead to or interfere with the process of achieving business goals. So, it

would seem that Grayston was right to say that the music chosen and its expected aims

must be balanced.

Certainly, in some retail circumstances the aim may be to delay the flow of customers,

keeping people in the store for as long as possible in an attempt to encourage them to buy

14
more. But, in other cases the aim may be the reverse, i.e. pushing customers along as a way

to increase sales volume.

Since discussing many aspects of retail design, we will now finish the literature review by

concentrating on the general atmosphere of the store that affects the customer and their

experience.

In his work on Effects of Store Environment on Shopping Behaviour, Billings, 1990, he has

deduced from his analysis that store-induced satisfaction, the first variable in the

Mehrabian-Russell model, is an extremely powerful determinant of in-store approach-

avoidance behaviours. If an atmosphere is viewed as pleasurable and therefore rewarding, it

seems appropriate that it would also be pleasurable and rewarding for the behaviours that

transpire in that environment. Consumers would therefore tend to exhibit more approach

actions in pleasurable settings. They'd browse through the items, connect with sales staff

and maybe spend more money than they'd expected.

This result offers some especially useful implications for retail merchandisers. Since

consumer behaviour is so complex and dynamic, retailers need to become more reactive to

behaviour by changing their research to include behavioural data from a simplistic

economics and engineering focus (Markin, et ale 1976). Merchandisers often emphasize

cognitive factors (such as price, place, variety, and product quality), rather than

concentrating on the influence of the customer emotional effect. Donovan and Rossiter

(1982) indicate that, while cognitive factors that largely account for product selection and

the majority of planned shopping in the store, the emotional responses caused by the store's

atmosphere are primary determinants of the degree to which the person spends beyond their

original expectations. Retailers may want to pay particular attention to men's frequented

15
stores, as this study suggests males are more influenced by enjoyment caused by the store

than females.

Therefore, merchandisers may benefit from creating an atmosphere that is more exciting,

more unusual, and more novel, as novelty appears to increase the level of pleasure in a

person. An atmosphere that provokes a feeling of pleasure will increase sales significantly

over a period of time.

All these reports and research papers give us enough insight into the mission to be tackled

and help us understand and interpret the feedback we will be collecting in our assignment.

16
 Company Profile

Ratnadeep Retail Pvt. Ltd are a chain of supermarkets in the cities of Hyderabad and

Bengaluru. It started 33 years ago as a single store and over the years has grown its

operations across the city of Hyderabad and now has stores in the city of Bengaluru too.

Ratnadeep is part of the fast-growing sector of Fast-moving consumer goods sector which

is now the 4th largest sector in the Indian economy with household and personal care

accounting for 50 per cent of FMCG sales in India. Growing awareness, easier access and

changing lifestyles have been the key growth drivers for the sector. The urban segment

accounts for a revenue share of around 55 per cent which is the largest contributor to the

overall revenue generated by the FMCG sector in India.

With a market revenue of a little over 100 billion dollars and growth expected around 8-10

per cent, the Fast-moving consumer goods sector provides lucrative opportunities to many

upcoming businessmen.

Ratnadeep was originally a small store back in 1987 but with changing times and new

economic policy and more importantly with the change in lifestyle of the urban consumers,

Ratnadeep has found a niche which it now dominates in the city it opened and operates in.

Big Bazaar, D-Mart, Spencer’s and other prominent retailers are trying to increase their

market size and share in the very market that Ratnadeep functions in. The FMCG sector is

allowing a high rate of competition with each competitor trying to provide the best of

services.

17
Ratnadeep is part of the growing sector and it has taken in stride the growing needs and

lifestyle changes seen in the urban life of consumers and adapted that into its business

model, allowing it to not only establish itself as a viable option to buy fast moving

consumer goods but also is now one of the leading supermarket in the city of Hyderabad.

With time, Ratnadeep supermarkets have become a household name and are a brand that is

known for good quality products at reasonable prices and at convenient locations. The store

outlets have become famous for their design and attractiveness and are a go to store for

consumers looking to buy goods at a store with peace of mind.

History

Ratnadeep Retail Pvt. Ltd was established in 1987. It started as a small grocery store where

one could find all the essential items. It was just like the innumerable little general stores

that had populated the Indian market before New Economic Policy and more importantly

before the advent of the supermarket culture in India.

Ratnadeep had not established any Brand identity. But change came when Ratnadeep was

sold to Brijkishore Bhartiya and who with the help of Sandeep Agarwal changed

Ratnadeep. Sandeep with his uncle Brijkishore worked hard day and night. Sandeep was

pursuing his bachelor’s in commerce and had never thought this little store would in future

be so successful. When his uncle came with the opportunity to him, Sandeep knew he was

the man for the job. He had no concrete plans for his future so he decided that Ratnadeep

might be a nice opportunity for him to learn the trade and business.

18
Sandeep’s uncle Brijkishore was a very enterprising businessman, he was certain

Ratnadeep had a bright future. Ratnadeep, the word, meant illuminating jewel or lamp in

which jewel give out light and much like its meaning, Ratnadeep was an illuminating

opportunity for Brijkishore and Sandeep. But initially they faced quite a few problems.

Since the family had no experience of running a retail business, they had to struggle a lot

for the first three years. The biggest problem was the in-house pilfering that ensured money

kept getting stolen from right under the noses of Brijkishore and Sandeep. It took them 3

years to catch the culprits and solve the issue. But in these 3 years they had lost a lot of

money and it made them very cautious and they started to monitor the business very

meticulously. After some time, they finally started seeing some physical cash in the cash

counters.

From 1995 to 1997, Foodworld and other supermarkets came up with their retail models

that had beautiful lighting and air-conditioned spaces. These new outlets attracted the urban

consumers more than the little general stores and Ratnadeep was badly affected by these

new outlets. So, Sandeep and Brijkishore started to think how they could adapt this model

themselves. They travelled to Bengaluru, Chennai and other places of the country to get a

thorough understanding of the new trends of Supermarkets. After understanding the new

concept, they finally renovated the space and Ratnadeep now was part of the new culture

which the consumers welcomed with open arms.

Its first branch at Srinagar Colony was prospering but tragedy struck the family as

Brijkishore Bhartiya passed away. It was then Manish Bhartiya, his son, stepped into the

business. Manish was never involved in the business and had no plans to join it either and

19
was in fact preparing for his Chartered Accountant exams. But with the situation in the

family Manish decided to join in and help Ratnadeep grow.

Growth

By 2007, Ratnadeep had three outlets. The turning point came in 2008 when inflation was

at its worst and rent prices were high but Sandeep and Manish took risk and set up a branch

in Madhapur were the rent was 8 lakh which was so high that people started questioning

whether it was the right decision. But both Sandeep and Manish were willing to take the

risk and were even prepared for the losses. They had calculated the losses they would face

in the beginning and had enough to survive those losses.

But they never had to face losses as the store was a major success. The store’s success gave

the family a firm believe that expansion was the only way forward and it made them

understand what made them a successful brand. It was their store and its ambience and its

service.

By financial years 2014-15 Ratnadeep had registered a total turnover of Rs 329.43 crores.

In the years that followed Ratnadeep opened 26 stores within 9 years and kept growing.

The USP of Ratnadeep was that every store was similarly designed and were meant to be

large, well lit, air-conditioned stores that made shopping for fast-moving consumer goods a

peaceful and pleasant experience.

20
The timeline

1991: Took up the ownership of Ratnadeep, a small departmental store

1997: Opened first store in Vikrampuri

2001: Srinagar Colony branch opened

2007: Opened the third store

2008: Turning point — Opened store in Madhapur

2017: Opened 26 more stores

By 2018-19 Ratnadeep decided to foray into Bengaluru. They committed 40 crores

investment to open stores and warehouses in Bengaluru. The chain of stores had grown into

a 675 crores revenue earning business. With an aim of earning 1000 crores plus revenue,

Sandeep and Manish have dedicated their efforts into growing the assortment of goods

offered. Around 15% of Ratnadeep business comes from its own label and 12% from fruits

and vegetables. They now plan to get into the dry fruits and organic fruits market and earn

higher margins. With 26% gross margin and 5% net margin, the numbers are considered

among the highest in the sector Ratnadeep operates in showing how its leading in the cities

it operates in.

The secret to success for Ratnadeep is several. A relatively unknown secret is its unusual

but functional feature of operating 28,000 plus SKU’S (stock keeping units) in its stores

without the support of an ERP platform something which they confirm is deliberate

strategy.

21
Sandeep Agarwal reveals that their supply chain effectiveness is very high which gives

them high fill rates and ensures product freshness. Company owned trucks maintain the

route delivery matrix to all their store locations on time.

This often-overlooked feature is a major factor behind the success of Ratnadeep. But it’s

also true that Ratnadeep has become successful based majorly on its formula of having

large, well lit, air-conditioned stores at convenient locations.

Today Ratnadeep is a household name with very few areas in the city remain bereft of at

least one branch of the supermarket. It’s the leading supermarket that found success by

providing the best service to the consumers and by providing fresh and good quality goods

at their well-designed stores spread all across the city.

Awards won by Ratnadeep

Coco Cola Golden Spoon Award 2012

TIMES Retail Icons 2017

TIMES Retail Icons 2018

IMAGES Excellence Award 2018

Pride of Telangana Award 2018

Certified by IRF Trusted Mark 2019

TIMES Business Award 2019

STAR Retailed Award 2019

22
 Research Objective

1. To identify determinants of store design

2. To measure the determinants of store design

23
 Research Methodology

Research Design

The study undertakes a combination of exploratory research and casual research.

Exploratory research design has been used in order to gain in depth insights into the

research area and for the purpose of exploring the impact of store design. At the same time

causal research design was used to examine the effect of store design on customer

experience at Ratnadeep.

Sources of Data

Data was collected through primary as well as secondary sources with the aim of

conducting research.

Primary Sources:

Structured questionnaire was given to the respondents directly, which resulted into primary

data collection and the study is intended to appreciate customers perspective with reference

to the effect of store design on customer experience at Ratnadeep. The primary data was

collected only from the respondents who visited Ratnadeep on a regular basis.

Secondary Sources:

The two major sources for secondary data where we Research Gate and Google scholar;

various research papers on articles were sourced from these data sources.

24
Scale Development

Structured questionnaire was used as a measurement instrument for the research.

Questionnaire design was mainly based on multiple item measurement scales derived from

the previous studies. The various variables and items were identified from the research

papers related with the present study undertaking exhaustive literature review. In the

structured questionnaire which was given to respondents for data collection, all the selected

items related to aspects of store design and were represented in the form of variables along

with five-point scale 1 stood for highly unimportant and 5 stood for highly important in

agreement of the variable.

Measurement scale for Determinants of Store Design

Store design is an important aspect of any store. With this research aimed specifically at

store design of Ratnadeep, we aim to understand the determinants of store design. In the

past century store design has gained prominence in several studies as many scholars have

pointed out the far-reaching effects of certain variables of design on customers. In order to

explore the determinants of store design, 30 variables were identified from the previous

research papers and were included in the questionnaire with Likert five-point scale where, 1

was Highly Unimportant and 5 was Highly Important.

25
Reliability and Validity

Reliability of a scale can be understood as the extent to which scale produces consistent

results if repeated measurements are made using analysis. The internal consistency

reliability analysis was undertaken through measurement scale. Measurement scale is a

summated scale where 30 items with summed to form an overall score/value.

Table 1- Reliability

Statistics

Cronbach's

Alpha N of Items

.911 30

Cronbach's a (alpha) is a coefficient of internal consistency and is usually used for

estimating the reliability of a measurement which is referred as the average of possible

split-half coefficients resulting from different splitting of the scale items. In the present

research study, as mentioned above in table, the Cronbach’s Alpha value is .911. The

obtained value of .911 indicates that all 30 variables have high internal consistency. Hence,

the scale is considered to be highly reliable.

Sample Size

In the present research study, the sample size considered is 100, who regularly visit

Ratnadeep at Hyderabad were considered as sampling unit in the sample. Due care was

taken at the time of data collection while administering structured questionnaire to avoid

26
bias from the viewpoint of any particular demographic group. Responses for the study were

collected by contacting respondents at different outlets of Ratnadeep situated in Hyderabad.

Data collection

In the present research study, the survey of respondents was undertaken and data was

collected by administering structured questionnaire. All the variables (30 for effects of store

design) were measured by responses from respondents on a five-point Likert scale in

agreement of statement where respondents were asked to choose any number in between 1

to 5, where 1 was Highly Unimportant and 5 was Highly Important. Responses for research

were taken directly by the researcher in person. Respondent give responses on the basis of

their experience at Ratnadeep

Plan for Data Analysis

The research employed two step data analysis strategy where in first step exploratory factor

analysis was conducted with the objective of identifying the determinants of store design.

Entire data was analysed with the help of SPSS 20.0.

27
 Data Analysis and Interpretation

Exploratory Factor Analysis

The Kaiser-Meyer-Olkin, commonly known as KMO test, value of .696 supports the

appropriateness of factor analysis in this research study and Bartlett’s test of Sphericity the

null hypothesis that “the variables are uncorrelated, correlation matrix an identify matrix”,

was rejected and it was concluded that there are correlations among variables that were

extracted from various research papers are appropriate for factor analysis.

Table 2 - KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling .696

Adequacy.

Bartlett's Test of Approx. Chi-Square 2035.668

Sphericity df 435

Sig. .000

The Kaiser-Meyer-Olkin measure of sampling adequacy and significant Bartlett’s Test of

Sphericity suggested the use of factor analysis in order to understand the determinants of

store design in supermarket specifically Ratnadeep. Subsequently, an exploratory principle

component factor analysis was employed using SPSS 20.0. Factor loading 0.3 or above on

the items was taken into consideration. All the 30 variables related with store design where

considered for principle component factor analysis.

28
 Table 3 - Communalities

Initial Extraction

Lighting 1.000 .603

Ventilation 1.000 .397

Colour of Ceiling 1.000 .736

Position of Billing 1.000 .422

Counter

Availability of Lift 1.000 .656

Shelf size 1.000 .451

Material used in 1.000 .516

Furnishing

Waiting time at billing 1.000 .581

counter

Ease of Movement 1.000 .744

Product Placement 1.000 .643

Placement of Cold 1.000 .737

Storage

Shelf Categorization 1.000 .767

Size of Lift 1.000 .684

Colour of Walls 1.000 .726

Window Design 1.000 .655

Parking Availability 1.000 .534

29
Toilets 1.000 .389

Waiting time at Lift 1.000 .673

Smell 1.000 .698

Colour of Shelf 1.000 .635

Floor Elevation 1.000 .784

Ease of Direction 1.000 .589

Finding

Music 1.000 .515

Smooth Crowd 1.000 .639

Movement

Floor Size 1.000 .357

Storefront Design 1.000 .529

Size of Walkways 1.000 .659

Temperature 1.000 .625

Size of Entrance 1.000 .580

Hygiene 1.000 .784

Extraction Method: Principal Component

Analysis.

The above table (Table 3) is table of communalities which shows how much of the variance

in the variables has been accounted for the extracted factors. The community value should

be more than 0.4 to be considered for further analysis, else variable having value of below

0.4 are considered to be insignificant for further analysis. The output of above table shows

30
that 3 variables namely, Ventilation (.397), Toilets (.389) and Floor Size (.357) are below

0.40 and therefore will be considered as insignificant. The remaining 27 variables have

extracted more than 0.40 of value which means they are correlated and highly significant.

Floor Elevation and Hygiene tends to highly significant with highest extracted value of

.784 each whereas Floor Size extracted lowest value of .357.

The exploratory factor analysis employed for the present research study yielded five factors

that were deemed to explain determinants of store design at Ratnadeep. Together all factors

explained 61.026% Of variance. All the factors were named on the basis of correlation

among items.

31
Table 4 - Factor 1 (Crowd flow and Ambience)

Variable Loading % of Variance Reliability

Explained

Factor 1 Ventilation .140 16.182 .867

Crowd Flow Ease of Movement .129

and Ambience Smell .116

Smooth Crowd Movement .184

Size of Walkways .189

Temperature .175

Size of Entrance .117

Hygiene .190

Out of 30 variables considered for the factor analysis, 8 variables were found to be loading

on factor 1, and these factors has emerged as the most important factors as it explains

16.182% of variance. Most of the variables loaded on this factor are observed to be related

with Crowd flow and Ambience. The factor was named as ‘Crowd Flow and Ambience’

and it can be noted that aspects of ambience like temperature, smell, hygiene along with

aspects of crowd flow form the most important determinants of store design at Ratnadeep.

This factor was found to be highly reliable with Cronbach alpha value of .867.

32
Table 5 - Factor 2 (Entrance and Floor Design)

Variable 2 Loading % of Variance Reliability

Explained

Factor 2 Window Design .188 15.147 .785

Floor Elevation .214

Entrance and
Music .155
Floor Design
Floor Size .142

Storefront Design .137

Out of 30 variables, 5 were found to be loading on Factor 2 and these were observed to be

related to Entrance and Floor Design. These were found to be the second most important set

of variables as they had a variance of 15.147%. The factor was named ‘Entrance and Floor

Design’ as it included variables like window design, storefront design, floor elevation and

floor size along with music. These variables deal with how the store and window are

designed and also deals with the floor size along with its elevation. This factor was found to

be highly reliable with Cronbach alpha value of .785.

33
Table 6 - Factor 3 (Geography of store)

Variable 3 Loading % of Variance Reliability

Explained

Factor 3 Product Placement .201 14.067 .797

Geography of Placement of Cold Storage .274

store Shelf Categorization .228

Parking Availability .104

Toilets .102

Ease of Direction Finding .114

Out of 30 variables considered for the factor analysis, 6 variables were found to be loading

on factor 3, and these factors has emerged as the third most important factors as it explains

14.067% of variance. Most of the factors were related to the geography of the store and

therefore the factor was named Geography of Store. The variables included placement of

product, cold storage, and how the shelfs were categorized along with toilets and ease of

navigation in the store. With all the variables related to position in one way or another, it

shows how geography is important part of store design at Ratnadeep. This factor was found

to be highly reliable with Cronbach alpha value of .797.

34
Table 7 - Factor 4 (Convenience of Amenities)

Variable 4 Loading % of Variance Reliability

Explained

Factor 4 Position of Billing Counter .091 9.465 .752

Convenience of Availability of Lift .312

Amenities Shelf size .081

Waiting time at billing counter .162

Size of Lift .254

Waiting time at Lift .266

Another important factor is forth one which explained 9.465% of variance. On factor 4,

total 6 variables were found to be loaded. The variables were found to be relating to

amenities. Therefore, the factor is named ‘Convenience of Amenities’. The availability,

size, and waiting time at lifts and the position and waiting time at billing counter along with

shelf size emerged as variables that held considerable importance to the customers. These

amenities and their convenience form a crucial aspect of store design at Ratnadeep. This

factor was found to be highly reliable with Cronbach alpha value of .752.

35
Table 8 - Factor 5 (Store Aesthetics)

Variable 5 Loading % of Variance Reliability

Explained

Factor 5 Lighting .412 6.165 .703

Colour of Ceiling .380

Store
Material used in Furnishing .145
Aesthetics
Colour of Walls .247

Colour of Shelf .159

The least important factor is the fifth one that is named as ‘Store Aesthetics’. This factor

consists of 5 variables as 5 variables were loaded on factor 5 which explains the 6.165%

variance. It is interesting to notice that the least important factor in store design at

Ratnadeep deals with the aesthetics ranging from the likes of lighting to material used in

furnishing and to colour of walls, ceiling and shelfs. Therefore, it can be concluded that

from all the variables put forth to the respondents, the aesthetics of the store were the least

important aspect in the design of a store in their experience. This factor was found to have

Cronbach alpha value of .703 which means it highly reliable.

36
Table 9 - Total Variance Explained

Extraction Sums of Squared

Rotation Sums of Squared Loadings
Initial Eigenvalues Loadings

% of Cumul % of Cumulative

Component Total Variance ative % Total Variance % Total % of Variance Cumulative %

1 8.286 27.620 27.620 8.286 27.620 27.620 4.855 16.182 16.182

2 3.532 11.773 39.393 3.532 11.773 39.393 4.544 15.147 31.328

3 2.840 9.467 48.860 2.840 9.467 48.860 4.220 14.067 45.395

4 2.149 7.162 56.022 2.149 7.162 56.022 2.840 9.465 54.861

5 1.501 5.005 61.026 1.501 5.005 61.026 1.850 6.165 61.026

6 1.353 4.511 65.537

7 1.309 4.363 69.900

8 1.168 3.894 73.794

9 .902 3.006 76.800

10 .862 2.872 79.672

11 .792 2.638 82.311

12 .652 2.172 84.483

13 .597 1.991 86.474

14 .546 1.821 88.295

15 .516 1.719 90.015

16 .406 1.353 91.368

17 .366 1.219 92.587

18 .334 1.115 93.701

37
19 .300 1.001 94.703

20 .275 .918 95.621

21 .238 .793 96.414

22 .196 .653 97.067

23 .166 .553 97.620

24 .151 .504 98.123

25 .134 .446 98.569

26 .114 .381 98.950

27 .101 .335 99.285

28 .089 .298 99.583

29 .073 .242 99.825

30 .052 .175 100.00

38
 Findings and Conclusion

The objective of the present research study was to explore the determinants of store design

in Indian retail industry at Ratnadeep, Hyderabad.

Set of five independent factors of store design viz. Crowd flow and Ambience, Entrance

and Floor Design, Geography of Store and Convenience of Amenities where extracted

through exploratory factor analysis. These factors were found to be highly significant in

exploring the determinants of store design in Indian retail industry at Ratnadeep.

After analysing data and performing exploratory factor analysis, factors of store design viz.

Crowd flow and Ambience, Entrance and Floor Design, Geography of Store and

Convenience of Amenities were found to be important determinants of store design.

The findings of the present study were found to be consistent and supports the findings of

some previous research studies that explored the determinants of store design.

It can be concluded that Ratnadeep can better their customer experience by focusing more

on providing sufficient efforts in keeping the crowd flow smooth, ensuring the Ambience is

well maintained and extremely pleasant with the ventilation, smell, temperature and

hygiene given due importance.

The supermarket should also pay attention to the entrance and floor design. The geography

of the store is an important aspect too. The product and cold storage placement, parking and

toilets are major aspects of the geography of the store which Ratnadeep should pay

attention towards. The main three important factors should be given high attention but it is

also important to improve on the remaining two factors as they are a part of the store design

and they too are important.

39
The stores should put some efforts in improving the amenities and increase its convenience.

The least important factor but still a major part of store is the store aesthetics which

Ratnadeep should work on and make sure the customers are greeted with good store

aesthetics which are pleasing and beautiful.

Overall, Ratnadeep should give undivided attention to these aspects of store design which

have proven to contribute highly to the success of many retailers in the Indian retail

industry.

40
 Limitations and Future Directions

The present study successfully explores the determinants of store design in the Indian retail

industry at Ratnadeep. The study has been relied upon the primary data collected from the

customers of various outlets of Ratnadeep.

The study was conducted for about two months and the customers of several outlets of

Ratnadeep located at Hyderabad were considered for data collection.

Although this research is based on primary data collected from selected respondents, the

findings cannot be generalized as this is search is based on convenience sampling and

considered only the customers visiting the outlets of Ratnadeep located at Hyderabad. At

the same time possibility of respondent bias and researcher bias can’t be ruled out.

As the present study is cross sectional in nature, the future researchers may undertake a

longitudinal study in order to track the changes that influence the determinants of store

design in the Indian retail sector. Future researchers may also consider the impact of

demographic variables like gender, education, age, occupation, income etc. on store design

in Indian retail industry. The same study can also be replicated in different geographical

locations across the industry in order to validate the present research study.

41
 References

1. Singh, P., Katiyar, N., & Verma, G. (2012). Retail Shoppability: The Impact of

Store Atmospherics & Store Layout on Consumer Buying Patterns.

2. Mehta, N., & Chugan, P. (2018). Impact of Visual Merchandising on Consumer

Perception of Electronics Products and Usage of Technology.

3. Sukumar, C. (2019). Ratnadeep to double retail stores network, plans Bengaluru

foray.

4. FMCG Industry in India: Sector Overview, Market Size & Growth | IBEF. (2019).

5. Francis, A. (2013). Elements of Retail Store Interior Design - MBA Knowledge

Base.

6. Erdem, O., Oumlil, B., & Tuncalp, S. (1999). Consumer values and the importance

of store attributes | Emerald Insight.

7. Simonson, I. (1999). The effect of product assortment on buyer preferences.

8. Donovan, R., Rossiter, J., Marcoolyn, G., & Nesdale, A. (2002). Store atmosphere

and purchasing behavior.

42
9. Merrilees, B., & Miller, D. (2001). Superstore interactivity: a new self‐service

paradigm of retail service? | Emerald Insight.

10. Baker, J., Parasuraman, A., Grewal, D., & Voss, G. (2002). The Influence of

Multiple Store Environment Cues on Perceived Merchandise Value and Patronage

Intentions.

11. Burke, R., & Leykin, A. (2014). Identifying the Drivers of Shopper Attention,

Engagement, and Purchase | Emerald Insight.

12. North, A., Tarrant, M., & Hargreaves, D. (2004). The Effects of Music on Helping

Behavior: A Field Study.

13. Billings, W. (1990). Effects of Store Atmosphere on Shopping Behavior.

14. Sachdeva, I., & Goel, S. (2015). Retail store environment and customer experience:

a paradigm | Emerald Insight.

15. Rompay, T., Dijkstra, K., Verhoeven, J., & Annemiek, J. (2011). On Store Design

and Consumer Motivation: Spatial Control and Arousal in the Retail Context.

43
16. Kiran, R., & Jhamb, D. (2011). A Strategic Framework for Consumer Preferences

towards Emerging Retail Formats.

17. Yalch, R., & Spangenberg, E. (1990). Effects of Store Music on Shopping

Behavior.

18. Milliman, R. (1982). Using Background Music to Affect the Behavior of

Supermarket Shoppers.

44
Appendix A – Questionnaire

SECTION - A

Ph. No.: ……………………….

1. Name: ………………………….

2. Gender: i. Male ii. Female iii. Prefer not to say

3. What is your Annual Income?

i. Below 3 Lakhs ii. 3 Lakhs to 6 Lakhs

iii. 6 Lakhs to 9 Lakhs iv. Above 9 Lakhs

4. What is your occupation?

i. Government sector employee

ii. Private sector employee

iii. Self-employed/Entrepreneur

iv. Homemakers

v. Student

vi. Others

Please specify ………………………

5. Name of the Company ………………………………...

6. Designation ……………………………….

7. Years of Experience

i. Less than 1 year ii. 1 to 3 years

45
 iii. 3 to 5 years iv. More than 5 years

8. What is your qualification?

i. Undergraduate ii. Postgraduate

iii. Doctorate iv. Others

Please specify ………………………

9. What is your Age?

i. Below 20 years ii. 20 – 30 years

iii. 30 – 40 years iv. 40 – 50 years

v. Above 50 years

SECTION – B

Please tell us your opinion towards the different elements of store design in your

experience. (Please tick “✓” the desired answer)

SL ELEMENTS Highly Unimporta Neutral Import Highly

No Unimpor nt ant Important

. tant

1 2 3 4 5

1 Lighting

2 Ventilation

3 Colour of Ceiling

46
4 Position of

Billing Counter

5 Availability of

Lift

6 Shelf size

7 Material used in

Furnishing

8 Waiting time at

billing counter

9 Ease of

Movement

10 Product

Placement

11 Placement of

Cold Storage

12 Shelf

Categorization

13 Size of Lift

14 Colour of Walls

15 Window Design

16 Parking

Availability

17 Toilets

47
 18 Waiting time at

Lift

19 Smell

20 Colour of Shelf

21 Floor Elevation

22 Ease of Direction

Finding

23 Music

24 Smooth Crowd

Movement

25 Floor Size

26 Storefront Design

27 Size of Walkways

28 Temperature

29 Size of Entrance

30 Hygiene

Appendix B – Demographic Analysis

Statistics

What is your What is your Years of What is your

Gender Annual Income? occupation? Experience qualification

N Valid 100 100 100 100 100

48
 Missing 0 0 0 0 0

Statistics

What is your Age Which Supermarket do you often visit?

N Valid 100 100

Missing 0 0

Frequency Table

Gender

Cumulative

Frequency Percent Valid Percent Percent

Valid Female 48 48.0 48.0 48.0

Male 51 51.0 51.0 99.0

Other 1 1.0 1.0 100.0

Total 100 100.0 100.0

What is your Annual Income?

Cumulative

Frequency Percent Valid Percent Percent

Valid 3 Lakh to 6 Lakh 5 5.0 5.0 5.0

6 Lakh to 9 Lakh 18 18.0 18.0 23.0

49
 Above 9 Lakh 17 17.0 17.0 40.0

Below 3 lakhs 60 60.0 60.0 100.0

Total 100 100.0 100.0

What is your occupation?

Frequency Percent Valid Percent Cumulative Percent

Valid Government sector employee 4 4.0 4.0 4.0

Homemakers 8 8.0 8.0 12.0

Pilot 1 1.0 1.0 13.0

Private sector employee 17 17.0 17.0 30.0

Self-employed/Entrepreneur 14 14.0 14.0 44.0

Student 55 55.0 55.0 99.0

Teacher 1 1.0 1.0 100.0

Total 100 100.0 100.0

Years of Experience

Frequency Percent Valid Percent Cumulative Percent

Valid 1 to 3 years 21 21.0 21.0 21.0

3 to 5 years 9 9.0 9.0 30.0

50
 Less than 1 year 55 55.0 55.0 85.0

More than 5 years 15 15.0 15.0 100.0

Total 100 100.0 100.0

What is your qualification

Frequency Percent Valid Percent Cumulative Percent

Valid Doctorate 2 2.0 2.0 2.0

Graduate 1 1.0 1.0 3.0

Postgraduate 27 27.0 27.0 30.0

Undergraduate 70 70.0 70.0 100.0

Total 100 100.0 100.0

What is your Age

Frequency Percent Valid Percent Cumulative Percent

Valid 20 to 30 years 59 59.0 59.0 59.0

30 to 40 years 13 13.0 13.0 72.0

51
 40 to 50 years 4 4.0 4.0 76.0

Above 50 years 3 3.0 3.0 79.0

Below 20 years 21 21.0 21.0 100.0

Total 100 100.0 100.0

Bar Chart

52
Interpretation:

From the above graph, it can be observed that 48% Females, 51% Males and 1% others

have been taken in the survey.

53
Interpretation:

From the above graph, it can be observed that Annual Income of 5% of people lie between 3 Lakh

to 6 Lakh, 18% of people lie between 6 Lakh to 9 Lakh, 17% of people lie above 9 Lakh and 60%

of people lie below 3 Lakh.

54
Interpretation:

From the above graph, it can be observed that the occupation of the respondents are: Government

sector employee (4%), Homemakers (8%), Pilot (1%), Private sector employee (17%), Self-

employed/Entrepreneur (14%), Student (55%) and Teacher (1%).

55
Interpretation:

From the above graph, it can be observed that the years of experience of respondents are as follows:

1 to 3 years (21%), 3 to 5 years (9%), Less than 1 Year (55%) and More than 5 years (15%).

56
Interpretation:

From the above graph, it can be observed that the qualification of respondents are as follows:

Doctorate (2%), Graduate (1%), Postgraduate (27%) and Undergraduate (70%).

57
Interpretation:

From the above graph, it can be observed that the age of respondents are: 20 to 30 years (59%), 30

to 40 years (13%), 40 to 50 years (4%) and Above 50 years (3%).

58