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GROUP 6

 PHILIP GEORGE
 PARAG DHAKATE
 DEBOJYOTI SARKAR
 SUBHASREE SAHOO

 Customers' Perception towards Mega
Marts:
 A Case Study of Ludhiana

 The Icfai University Journal of Services


Marketing, Vol. 6, No. 4, pp. 38-48,
 17 December 2008
INTRODUCTION

 The ultimate goal of an economic activity


is the realization of cost, along with profit
from commodities and services which
can be materialized only in the market
 The world wide market scenario has
changed drastically particularly after the
globalization of the economy
 It has touched heights from from small
shops with particular category of
commmodities to multiple categories of
commodities under one roof and singular
management
OBJECTIVE OF THE CASE
STUDY
Ø To highlight the socio-economic
characteristics of mega mart
customers
Ø
Ø To study the perception of customers
towards various aspects of mega
marts
Ø
Ø To make some suggestions based on
the study
RESEARCH METHODOLOGY

 The study focuses on Ludhiana city,


industrial capital of Punjab, which
portrays cross-section of the society.

 Five mega marts were randomly
selected namely, Vishal Mega Mart, V-
Mart, Reliance, Subhiksha and More
for U mart

 50 visiting customers from each mega
mart were personally interviewed that
make a sample size of 250 customers.
STATISTICAL TOOLS USED

 Specially structured questionnaire


 Customers’ perceptions towards


different aspects of mega marts were
compared by using ANOVA(analysis of
variance).Help of Likert scale, ranking
based model and multiple choice
based questions were also used.


SOCIOECONOMIC
CHARACTERISTICS OF THE
CUSTOMER
(AGE)
(SEX)
(PLACE OF RESIDENCE)
(EDUCATION)
(FAMILY INCOME)

 REASONS FOR PREFERING A MEGA


MART.
REASONS FOR PREFERRING A
MEGA MART (5 Factors)

 SAFETY
 CONVENIENCE
 UNIQUENESS
 LESS TIME CONSUMING
 LOCATION

Reasons for preferring a mega
mart


 SAFETY AND PARKING

SAFETY
Utility of mega marts
UTILITY OF MEGA MARTS

 SPENDING ON DIFFERENT
ITEMS
VIDEO
SYNOPSIS

 Young male;
 Urban areas;
 Medium level of education; and
 Low level of family income.

Utility point of view

Customers were more oriented


towards:-

 Safety and parking facilities at first


and
 Place to shop and comparison (not to
socialize)
Promotional point of view
 quality and discount
 fixed price and need based products
 least bothered about guarantee &
warrantee
 Least importance to family pressure
&ambience at mega mart.


stop

 ITM Survey

The perception towards mega


mart.

WHICH MEGA MART DO YOU SHOP?
1. R-MART 2. V-MART 3. MORE 4. MEGA
MART 5. SPAR MART
HOW DO YOU RATE THE PARKING FACILITIES AND THE SHELF
PRODUCTS?
1. 1 OUT OF 5 2. 2 OUT OF 5 3. 3 OUT OF 5 4. 4 OUT OF 5 5. 5 OUT
OF 5
WHAT DO YOU SHOP AT MEGA MARTS?
1. GROCERY 2. ELECTRONICS 3. CLOTHES 4. SHOES 5. COSMETICS
6. SPORT WEAR 7. OTHERS
DO YOU LIKE THE STRUCTURE OF INDIAN MEGA MARTS?
1. BAD 2. AVERAGE 3. GOOD 4. VERY GOOD
DO YOU TRAVEL A LONG DISTANCE TO SHOP AT MEGA MART?
1. YES 2. NO
WHAT IS THE REASON TO SHOP AT MEGA MARTS THAN A
NORMAL MART?
1. PRICE 2. ONE STOP FOR ALL 3. ENVIORNMENT 4.
OTHERS

 Conclusion and suggestions based


on the case study and the survey


Suggestions

 Could not attract older age and


female
 Develop some strategies for the
above
Rural sector customer

 Awareness
 Extend advertisement
 Offering lower prices
 Create a status symbol to attract high
income customers
 Open a separate Branded products
counters
 Develop SAFETY & PARKING
 Cash discounts & free gifts schemes to
attract the customers at a higher level
(USP)
 Focus on Quality, Discount and
attractive display of products
(factors of purchasing decision).






 MUTE


Conclusion

 The position of the mega marts


will be improved to a great
extent if the above suggestions
are implemented.

 UNMUTE


video