You are on page 1of 35

Customers Perception Towards Organized Click to edit Master subtitle style Retail sector A GRAND PROJECT REPORT

3/12/13

Customers Perception Towards Organized Retail sector

Abstract: (80 words) Service quality measures developed internationally are often accepted as adequate in India. This study evaluates the Retail Service Quality Scale (RSQS) developed in the U.S. and considered valid across a variety of formats and cultural contexts. Confirmatory factor analysis 3/12/13

Objectives

To assess the internal reliability of

the overall scale as well as its underlying dimensions;


This model tests the five

dimensions/second-order factors, If an assessment of this model yields positive results, then Indian retailers can apply the same five dimensions to define strategic service focus 3/12/13

Contd
To find out is there any is there

significant difference of consumer perception towards organized retail sector


To find out is there is significance

difference in the mean ratings of consumer perceptions towards organized retail in Ahmedabad region across different age groups of respondents
3/12/13

Significance of the Study


The information and the findings

obtained from the research can be utilized as information for Organized Retail malls in improving service quality.
Provide information and direction to

related organization in order to improve the service quality.


To find out various factors which

encourages customers to visit the 3/12/13

Scope of the Study


Scope of area: This minor thesis

studies only perception of the visitors of the selected Super Markets only, that also in Ahmedabad region.
Scope of period: This study collected

data during 15th of January to 28th February, 2009 only. So we could not complete the whole seasonal cycle.
Scope of demography: The study is

limited only to customers of selected 3/12/13

Retail Industry
For Indian retailing, things started to change slowly in the 1980s, when India first began opening its economy. Textiles sector (which companies like Bombay Dyeing, Raymond's, S Kumar's and Grasim) was the first to see the emergence of retail chains. Later on, Titan, maker of premium watches, successfully created an organized retailing concept in India by establishing a series of elegant 3/12/13

RESEARCH METHODOLOGY Sample Selection


400 retail shoppers. Data Collection Primary data
The research methodology is a survey using questionnaires to visitors, who visited Super Markets. Data was collected at four different places: Reliance Mart, Star Bazzar, Big Bazaar and Vishal Megha Mart.

3/12/13

Secondary Data
The data was taken from difference sources such as articles, journals, researches, website and information from ProQuest Information . Research Design and Implementation The data was collected by filling up the questionnaires from respondents who were the shoppers of the four Super Markets. Research Instrument RSQS
3/12/13 we have used modified RSQS instrument

CONTD

Contd.
Data Analysis The data were coded, computed, and analyzed using the Statistical Package for Social Sciences (SPSS).
Section 1: Personal Characteristic

data is the analyzed by descriptive statistics, those are frequency and percentage.
Section 2 : We had done ANNOVA
3/12/13 test, RANK ANAYSIS test, T-TEST,

Validated claims?
As we had used RSQS instrument which was Originated by Prof. Dhabolkar was we had done Factor Analysis to find it is valid or not, from results we could find that it is valid.

Dimension

Physical

Aspects
Dimension 2 Reliability
3/12/13

Data analysis and interpretation


Que_1.1 super market has modern looking equipments. Frequency

INTERPRETATION: From Above Pie Chart We Can See That Mostly Customers Of Super Markets Agree That Super Markets 3/12/13

super market's physical facilities are visually appealing


Frequency

INTERPRETATION: From Above Pie Chart We

Can See That Mostly Customers of Super Markets Agree That Super Markets Physical 3/12/13 Facilities Are Visually Appealing i.e. 44%.

Materials associated with stores (such as pamphlets, or statements) are Frequency appealing at super visually market.

10

INTERPRETATION: From Above Bar Chart We Can See That Mostly Customers Agree Materials
3/12/13

when you have a problem super market shows a sincere interest in solving it.

INTERPRETATION: From Above Bar Chart We Can See That Mostly Customers Agree That Super Markets Shows Sincere Efforts In Solving It 3/12/13 i.e. 168 Respondents.

when super market promises to something by certain time, it does so.

do

INTERPRETATION:

We Got Conflicting Results From The Above 3/12/13

super market has merchandise available when customer wants it.


Chart Title

INTERPRETATION: Here We Can See That Majority Are In Favour That Super 3/12/13 Markets Has

super market insist on error free records and billing. Chart Title

INTERPRETATION: Here We Can

Clearly See That Majority i.e140 3/12/13

super market provides its service at the time it promise to do.


Chart Title

3/12/13 INTERPRETATION: Here We Can Clearly

Employees in super market have the knowledge to answer your questions.

INTERPRETATION: From above graph it is concluded that 27% of the respondents agreed to the questions but 28% respondent said cant say so we can conclude that employees of super markets do have knowledge to answer questions of respondents but again for some 3/12/13

Employees in super market give you prompt service

INTERPRETATION: Here we can see that mostly respondent were neutral, so we can assume that they have never faced such situation.
3/12/13

Employees in super market are always willing to help you

INTERPRETATION: Here from above graph we can conclude that employees in super markets are always ready to help you i.e. 47% of respondent agree upon above statement.
3/12/13

Employees in super market tell you exactly when services will be performed.

INTERPRETATION: From above graph we can see that mostly customers disagree with statement that employees in super market tell you exactly when service will be performed.
3/12/13

super market gives you individual attention.

INTERPRETATION: From above graph we can see that 35% people agree that super market gives you individual attention.

3/12/13

Employees in super market are never too busy to respond to your request.

INTERPRETATION: From above table we can see that 33% people are agree on the statement that employees in the super markets are never busy to respond to your request.
3/12/13

super market always considers customer demand.

INTERPRETATION: From above table we can see that 41% people are agree on the statement super markets always considers customers demand.
3/12/13

super market accepts all credit cards.

INTERPRETATION: Above table shows that most of the people agree with the statement that super market accepts all credit cards. 3/12/13

This store provides plenty of convenience parking for customers

INTERPRETATION: here from above table we can say that Super Market do provide plenty of parking facilities to the customers.
3/12/13

Rank Analysis Test


Here in rank test we have multiplied frequency with there weighted mean and divided my total number of respondents. 1 Super market has modern looking equipment. 1*96+2*252+3*20+4*32+5*0=788\400 =1.97 Interpretation of rank analysis: here from above analysis we can see that lowest rank is of statement number 1 i.e. 1) Super market has modern looking equipment.
3/12/13 So, we can say that customers are giving more

Contd

4) Materials associated with service. (such as pamphlets or statements are Visually appealing at the super
3/12/13

Hypothesis Testing.
Hypothesis testing no 1 t-test HO: There is no significant difference in the mean rating of consumer perception towards organised retail sector Ha: there is significant difference in the mean rating of consumer perception towards organised retail sector
Interpretation: significance value for statement no 1,

2, 3, 4, 5, 6, 8, 9, 10, 11, 12, 13, 15, 16 and 17 is 0.00 which happens to be less than .05 this significe that the consumers perception for organized retail is different various ratings of consumer perceptions towards organized retailing is different

thus we reject the null hypothesis meaning that the

However in case of statement no 7,14 the significant

value is 0.13 and 0.410 respectively however this values are greater than 0.05 therefore this shows no significance difference in the mean rating of consumer perception towrds retail mall, hence this3/12/13 may case we accept null hypothesis specifying that there is no

Hypothesis testing 2 ANNOVA


HO: There is no significance difference in the mean ratings of consumer perceptions towards organized retail in Ahmedabad region across different age groups of respondents HA: There is significance difference in the mean ratings of consumer perceptions towards organized retail in Ahmedabad region across different age groups of respondents

3/12/13

Hypothesis testing no 3 (chi-square test) HO: there is no systematic association between education of respondents & degree of their perception for employees of Super Markets as to their knowledge for handling 3/12/13

Conclusion & Recommendation

From rank

analysis test , you can see that more weighted is


3/12/13

Limitations of the study


The main limitation of the study was time

period, so we could not cover festivals like Diwali, and other festivals that do affect perception of customers in sense of availability, crush at stores, and physical appearance. to time constrain.

We could cover only four super markets due As our study was on consumer perception and

it may differ according to situations.

3/12/13