jignesh bhagya capston major project

7/30/2019 Jignesh Bhagya Capston Major Project

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A

PROJECTREPORT

ON

CONSUMERBUYINGBEHAVIOURTOWARDSRETAILOUTLET

SUBMITTEDBY:

Jignesh J. Bhagiya

2011-2013

SUBMITEDTO:-

PROF.GAURAV MISRA

PostGraduateDiplomainManagement

Marwadi Education Foundation's Group Of Institutions


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ACKNOWLEDGMENT

MyheartfulthankstoMarwadiInstituteofManagementStudiesandmoreparticularlytoProf.Rutwa mehta,PGDMHOD,MarwadiInstituteofManagementStudiesforproviding such typeoffinalproject.Thisisoneof thebest ways to learn practical things.

IamalsothankfultoProf.Gaurav Mishraforgivingmesuchopportunitytowork

on the live project. I am obliged to my guidewho was always with me to give me

his due guidance. Finally I am also thankful to the people who helped us by filling

the questionnaire and everyone who helped us directly or indirectly.

Asuccessfulprojectcanneverbepreparedby thesingleeffortorthepersontowhom project is assigned , but it also demand the help and guardianship of some

conversantpersonwhohelpsintheundersignedactivelyorpassivelyinthecompletion of successful project.

WithgreatpleasureIexpressmygratitudetoourdirectorandprojectguide,withouttheirhelpthiswouldnothavebeencompleted.Theyhavegiventheir

precioussuggestionsandconstructiveguidancehasbeenindispensableinthecompletion of this project work.

IwouldalsoliketothankthestaffoftheMEFGI.Theyhavesupported

me in this endeavor, and appreciated me in my efforts during my project.

LastbutnottheleastIwouldalsoliketothankmyfriendsandalltheresponded.

Who directly and indirectly supported to me during my project work, without the

help of whom this project would not have been possible.


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DECLARATION

IherebydeclareandconfirmthatmyreportentitledAConsumerBuyingBehaviour towardsRetailoutletismyownwork.Theworkdonebymeisoriginalandtruetothebestofmy knowledgeandbelief.Itistheresultofmyeffortsanddedication.ThisreportisjustthepartofmyMEFGI(PGDM)curriculum and will not be used elsewhere.

MR.Jignesh J. Bhagiya

(RollNo.:-10)

(ID CODE :MPG1102012)


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EXECUTIVE SUMMARY

TheprojectConsumerbuyingbehaviortowardsRetailOutletsiscarriedouttounderstandtheconsumerbuyingbehaviortowardstheretailoutletsandoverall

perception of consumers about the same at Rajkot.

Aquestionnairewaspreparedbymeinordertoconductmarketsurvey.Thequestionnairewasbasedondifferentparameterstojudgeandunderstandtheconsumer

behaviorsanddeterminethebestpossiblestrategieswhichcouldbeusedtoattractcustomers.

This project helped in understanding what are the factors that affect the buying behavior

of the consumers, when they enter into a retail outlet in RAJKOT area. It gave an idea

abouttheessentialfactorsthatarerequirednowadaytoattractcustomersinthiscompetitive world.

Majorityofpeopleagreethatinterior,lightings,textureandcoloroftheoutletattractsthem, also thatthey feelgoodwhen they areinthe outlet, and thatthey geteverythingthatthey desireandneedfromtheretailoutlet.Peopleconsidertheparkingareaintheoutlet, before selecting the malls for shopping.Majority is satisfied with the timings of the

outlet, and also they are satisfied by the stores they visit because they get the things they

want.They visit the outlet when they feel bored, lonely, stressed.

Peopleagreethatretailoutletisagoodplacetofindsomething new.Peoplealsoenjoyfeeling and trying various merchandising activities happening in the retail outlets.Most of

thehousewivesgoforthegrocery-shoppingintheretailoutlets.Peopleagreethatsalespersonservingthemisfriendlyandhelpfultothem.Peoplealsoagreethatretailoutlets also are able to promote the products in the best way.

People are satisfied with the prices that retail outlets provide them. The only thing people

arent satisfied is that the retail outlets is not providing them the cafeteria service.Among

therespondents,55%havedescribedaboutD-MART(Rajkot),and45%


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aboutRELIANCESUPER(Rajkot).Amongtherespondents,54%aremales,andrest is females.Majority of the respondents are graduates and under-graduates.

MajorityoftherespondentsfallunderLessthan25agebracket,whichshowsthatyoungstersvisitretailoutletsmorefrequently.Majorityoftherespondentsarestudents.MajorityoftherespondentsfamilyincomeisbetweenRs.20,000-Rs.30,000and Rs.40, 000 and above, which says that upper-middle class and lower-middle-class are

the frequent visitors of the retail outlets in Rajkot.


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Contents

ACKNOWLEDGMENT ...................................................................................................................................... 2

DECLARATION .................................................................................................................................................. 3

EXECUTIVE SUMMARY...................................................................................................................................... 4

INTRODUCTION OF THE PROJECT .................................................................................................................. 7

LITERATURE REVIEW .................................................................................................................................. 7

INTRODUCTION OF THE RETAIL INDUSTRY .............................................................................................. 17

Retail industry in India and its growth ......................................................................................................... 19

Reasons For Emergence............................................................................................................................ 19

Objective And Purpose Of Study ..................................................................................................................... 25

RESEARCH METHODOLOGY ............................................................................................................................ 26

3.1 Research Approach............................................................................................................................. 26

3.2 Types Of Research Design (R.D.):......................................................................................................... 27

3.3 Sampling Design.................................................................................................................................. 28

3.4 Primary Data and Secondary Data........................................................................................................ 29

3.5 DataCollectionTechniques: .................................................................................................................... 29

FINDINGS AND R E S U L T S .................................................................................................................... 30

FINDINGS................................................................................................................................................... 58

LIMITATIONS .............................................................................................................................................. 59

CONCLUSION ................................................................................................................................................. 60

BIBLIOGRAPHY............................................................................................................................................... 65


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INTRODUCTION OF THE PROJECT

An important aspect of the current economic scenario in India is the emergence of organized

retail. There has been considerable growth in organized retailing business in recent years and it

is poised for much faster growth in the future. Major industrial house have entered this area and

have announced very ambitious future expansion plans. Transnational corporations are also

seeking to come to india and set up retial chains in collaboration with big India companies.

However, opinions are divided on the impact of the growth of organized retail in the country.

Concerns have been raised that the growth of organized retailing may have an adverse impavt

on retailers in the unorganized sector.It has also been argued that growth of organized retailing

will yield effciencies in the supply chain, enabling better access to markets to producers

(including farmers and small producers)and enabling higher prices,

On the one hand and, lower price to consumers. On the other. In the context of divergent views

on the impact of organized retail, it is essential that an indepth analytical study on the possible

effects of organized retailing in India is conducted.

Ihaveselectedthistopicandthisindustrybecauseitisofareaofmyinterest.

NoanyresearchonthistopicinRajkotinretailbusinesshasbeenconducted yet.

Thisprojectwillalsobeusefulforthenewretailplayerswhoareplanningto

set their business in Rajkot.

LITERATURE REVIEW

A. Author:

Piyush Kumar Sinha, Arindam Banerjee, and Dwarika Prasad Uniyal


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(April-June 2002)

Title of Paper/Article: Deciding Where to Buy: Store Choice Behaviour of Indian Shoppers

Industry: This study concentrates on the Retail Industry.

Country: INDIA

Findings/ Conclusion : Store characteristics that positively influence shopping behavior have

been found to vary based on demographics, individual values, and nature of products purchased.

Further, the current study identifies the relationship between true drivers of store choice to the type of

store, which is more generalizable and amenable to managerial decision-making. Shoppers choose their

store for several reasons as. Convenience and merchandise are the primary reasons with more than 70 per

cent of respondents indicating these as their first reason.

The third reason is ambience (8%) and patronized store (8%). On a composite basis, they account for

about 60 per cent and service becomes the third important reason (15%).

b.Author: PIYUSH KUMAR SINHA (April-June-2003)

Tittle Of Paper/Article: Shopping Orientation in the Evolving Indian Market


Country : INDIA

Findings/Conclusion:

So far, shoppers in India have been studied on the time and money they spend on shopping. While these

are important aspects of deriving value out of the shoppers, these studies do not address the issue of

managing shoppers, at the outlet for a lasting experience. In this paper, they studied the shoppers and

found that it was difficult to segregate them on their demographic profile as well as the value of purchase

out of the shoppers, these studies do not address the issue of managing shppers at the outler for a lasting

experience. In this paper, they studied the shoppers and found that it was difficult to segregate them

on their demographic profile as well as the value of purchase and there for derive implications of


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managing them at the store.

They suggest an alternative way to understand the Indian shoppers based on their orientation towards

shopping. While this study corroborated some of the orientation and typologies described in the current

literature, it has brought out the differences in the orientation of the Indian shoppers. On this study, they

found that the orientation of the Indian shoppers is based largely on entertainment derived out of shopping.

The analysis indicated that the Indian shoppers sought emotional value more than the functional value of

shopping. Although there is an indication of shopping being considered a task and should be finished as

soon as possible, this orientation is overshadowed by the entertainment value derived by the shoppers.

Such an orientation is very different from the orientation of the shoppers in the developed countries. The

post-purchse behavior as found in this study is not indicated in any of the studies so far. The tendency of

the shoppers to talk about their shopping experience has implications for building the reputation of the

store.it is imperative that every shopper visiting a store needs to be handled carefully because whether the

shoppers buy or not (non-buyers were almost half of the sample studied), they would discuss about their

visit with others, showed an inclination to patronize stores, and attached importance to referrals.

A positive opinion would surely help build traffic as well as loyalty to the store. The Indian shoppers

would like to bargain at any store. This orientation is also nnot found in any of the studies so far.

This seems to be driven by the gratification derived out ofextractinga right price from the retailer.

During the process of bargaining, the shoppers collect considerable information about merchandise as well

as the store. The current market scenario, where sales promotion is rampant, could also be affectiong such

an orientation.

On the part of the shoppers, there is a tendency of asking the retailers to round off the total bill amount

that leads to a sort of cent-off. Under such circumstances, the sales persons at the store need to possess

good communication and negotiation skills. The study brought out a multitude of dimensions with low

eigen values. This could be attributed to the constitution of the retail industry. The shoppers have a very

limited choice of retail formats, an important variable in shapping orientation. Due to the lack of a varied

experience, the shoppers do not seem to expect distinctive characteristics of different stores. We also found

that the store were chosen based on the production that they handle and hence the products became the

primary consideration and subdued the importance of other store variables. Retailers need to take up the


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task of demonstrating the value added by a store. The format of the store could be the prime driver. Based

on their orientation towards shopping, the Indian shoppers could be segmented as : those who take it as an

activity and would like to avoid it and those who find it entertaining and are highly involved. This finding

is very similar to the study of Ballenger and orgaonkars (1980)

and Brown and Reids (1997 In this paper, they studied the shoppers and found that it was difficult to

segregate them on their demographic profile as well s the value of purchase and therefore derive

implications of managing them at the store. While this study corroborated some of the orientation

and typologies described in the current literature, it has brought out the differences in the orientation of

The Indian shoppers. In this study, they found that the orientation of the Indian shoppers is based largely

on entertainment derived out ot shopping. The analysis indicated that the Indian shoppers sought

emotional value more than the functional value of shopping. The tendency of the shoppers to talk about

their shopping experience has implications for building the reputation of the store. A positive opinon

would surely help build traffic as well as loyalty to the store. The Indian shoppers would like to bargain at

any store. During the process of bargaining, the shoppers collect considerable information about

merchandise as well as the store. Under such circumstances, the sales persons at the store need to possess

good communication and negotiation skills. We also found that the stores were chosen based on the

products that handle and hence the products became the primary consideration and subdued the

importance of other store variables. Even the size of the two segments was found to be similar in the study.

The two segments of the Indian shoppers were found to be different in terms of SEC, gender, and the value

of the product bought. We found that the fun shoppers tended to visit the new format stores. This was also

supported by the findings of the CART analysis. It may be inferred tht store type, SEC, and frequency of

vsit could be utilized to define the orientation of the shoppers. From the findings of the study, it can be

inferred tht it is possible to impact the orientation of the shoppers by offering newer formats. However, the

shoppers preference for a store that is nearer and can be visited frequently poses majot challenge in the

current retail scenario. The retailers delivering the experience of fun would need to offer wider

assortment and an ambience where the shoppers would like to spend more time. In the current situation,

due to the high cost of real estate, the retailers are finding it difficult to provide such an ambience.

However, in order to be successful, the retailers need to experiment th a format that attracts both types of

shoppers. While the findings of this study have implication for store format decision, they do not give any

indication of other aspects such as location nad assortment planning for each of the stores. The study is


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also limited to one city. Since it is possible that different cities would have a different social-cultural

milieu and retailing requires good local knowledge, we suggest to the researchers to study the

differences in orientation across cities/regions. A detailed study of the shoppers for a particular product

class may yield more focused findings that may be easier to implement. The study is also not specific to a

store. Researchers may also like to find out the relationship of orientation with store variables such as

merchandising, location, communication, and customer retention.

c.Author:

CherukuriJayasankara Prasad &AnkisettiRamachandraAryasri

Title Of Paper/Article:

Effect of shopper attributes on retail format choice behaviour for food

and grocery retailing in India

Industry:

This study concentrates on the Retail Industry.

Country :INDIA


The findings suggest that shoppers age, gender, occupation, education, monthly household income, family

size and distance travelled to store have significant association with retail format choice decisions.

The choice decisions are also varied among shoppers demographic attributes.The findings from shoppers

psychographic dimensions like values, lifestyle factors and shopping orientation resulted in segmentation

of food and grocery retail consumers into hedonic, utilitarian, autonomous, conventional and socialization

type.

Author:Kamladevi B.( Business Intelligence Journal - January, 2010 Vol.3

No.1)

Title Of Paper/Article: Retailing


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Country: INDIA


Role of macro factors in retail environment and how they can shape

customer experience and behavior

e.Author:

Amy wong and Amriksohal(managing service quality,

volume12/number 6/2002/pg.424-433)


Customers perspectives on service quality and relationship quality in

retail encounters


Country: Australia


Relationship between service quality and overall relationship quality

on two levels of retail relationship on employees and company level

f.Author: CherukuriJayasankara Prasad

&AnkisettiRamachandraAryasri(International Journal of Retail &

Distribution Management

Vol. 39 No. 1, 2011 pp. 68-86)


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Tittle Of Paper/Article:

Effect of shopper attributes on retail format choice behaviour for food and

grocery retailing in India

Industry: This study concentrates on the Food And Grocery Retail Industry.

Country : INDIA

Findings/Conclusion: The findings suggest that shoppers age,gender, occupation, education, monthly

household income, family size and distance travelled to store have significant association with retail

format choice decisions.

g.

Author:

Piyush Kumar Sinha, Arindam Banerjee, and Dwarika Prasad Uniyal


Deciding Where to Buy: Store Choice Behaviour of Indian Shoppers

Industry:


Country: INDIA


Shoppers choose the store based on many aspects that could be classified

as primary and image based.

H. Author:

SeungHyun Kim, JaeMin Cha, Bonnie J. Knutson and Jeffrey A. Beck


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(Managing Service Quality Vol. 21 No. 2, 2011pp. 112-132)


Development and testing of the Consumer Experience Index (CEI)

Industry:

This study concentrates on the Business.

Country: Usa

Findings/ Conclusion :

Scale-development procedures resulted in a seven-factor model comprised of the following dimension:

environment, benefits, convenience, accessibility, utility, incentive, and trust. Overall, the 26-item CEI is a

reliable and valid measure to determine the underlying components of a consumers experience.

i.Author:

Mathew Joseph NirupamaSoundararajanManisha Gupta SanghamitraSahu

(May 2008)


Impact of Organized Retailing on the Unorganized Sector

Industry:


Country: INDIA


Extensive review of international experience, particularly of emerging

countries of relevance to India.


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j. Author:

Yoo-KyoungSeock and Chen Lin

(International Journal of Retail & Distribution Management Vol. 39 No. 2,

2011 pp. 94-113)


Cultural influence on loyalty tendency and evaluation of retail store attributes

Industry:


Country :

Taiwan and America


American consumers have significantly greater collectivistic characteristics

than Taiwanese.

k.Author:

R.K. Srivastava


2008 pp. 714-721)


Changing retail scene in India

Industry:



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Country : INDIA


The findings presented show that malls in 2006 are more developed in the

North and West part of India.

l.Author:

ChanakaJayawardhena and Andrew M. Farrell


2011 pp. 203-217)


Effects of retail employees behaviours on customers service evaluation.

Industry:


Country : INDIA


It was found that: service and customer orientation (CO) behaviours are positively related to SEQ and SQ ;

SEQ is positively related to SQ and customer satisfaction; SQ is positively related to value perceptions and

customer satisfaction; and customer satisfaction is positively related to retail customers BI. However,

value is not related to customer satisfaction.


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INTRODUCTION OF THE RETAIL INDUSTRY

Shopping has transformed from necessity to an adventure. Its more of an

experience,opportunity for celebration.Gone are the good old days when a list is

made and shopping is done at the nearby Kirana store. Shopping is a welcome break

from hectic schedules; time to let your hair down and hit the malls. Retail giants like

Central woo their patrons with mottos ofShop Eat and Celebrate, and Big Bazaars

rule hearts with Is se sasthaaurachakahinnahi. Do those attractive mannequins and

3D displays of play stations actually make more sales at your store? The double

conversion theory talks about visitors converting into shoppers and shoppers

ultimately in to buyers. Marketers around the globe are pouring efforts and currency

into shoppers marketing.

At this juncture it is important to notice that visual merchandising, which deals with

the display of products and creating an ambience is involved in the first two stages. A

good display makes people walk into the store and also helps in making them feel like

taking a look around. Since visual merchandising is directly involved in 2/3 of the

entire process of converting a mere visitor into a buyer, the need arises to seek a

correlation.


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Retailing is considered as one of the most agile industry, where the individual stores

comes in contact with the customers and responds to their everyday needs. To be

successful, retailers must be able to convince the shoppers, that they can satisfy their

needs better than their competitors. Retailing one of the largest industries in India,

with an employment of around 8% and contributing to over 11% of the country's

GDP. Retail industry in India is expected to rise by25% yearly as it is being driven by

strong income growth, changing lifestyles and favorable demographic patterns.

Shopping in India has witnessed a revolution with the change in the consumer buying

behavior. In India there are multi- stored malls, huge shopping centres,and sprawling

complexes which offer food, shopping, and entertainment all under the same roof.


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Retail industry in India and its growth

i. India has the highest shop density and is rated the fifth most attractive

emergingretail market in the world.

ii. 2nd

in the global retail development index out of 30 (AT Kearney

Global ManagementConsultants)

iii. ThegrowthofRetailCompaniesinIndiahasalongwaytogoandgreatpotentialswithin this sector is yet to be explored.

Reasons For Emergence

Gender roles: Gender roles are now changing. Females have started working

outside. So, they have no time for actively looking out for new stores for their

needs. They want all their needs to be fulfilled in one single shop.

Paucity of time: People have no time for product searching. Because of

emergence of working women and also number of other entertainment items,

people want to spend their time either at work or with family.

Double income group: Emergence of double income group leads to increase in

disposable income. Now people have more disposable income so they can

spend easily.

Large population: India being a second largest country in terms of population

possesses large potential market for all the products/services. This results into

entry of large number of fast food players in the country. Relaxation in rules

and regulations, with the economic liberalization of 1991, most of the tariff

and non-tariff barriers from the Indian boundaries are either removed or

minimized. This helped significantly the retail industry.The share of modern

retail is likely to grow from its current 3 per cent to 15 - 20 percentover the

next decade. 85 % of organized retailing is taking place in Indias urban areas.

The retail companies are found to be rising in India at a remarkable speed with

the years and this has brought a revolutionary change in the shopping.


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Types of Indian Retail Sector

oSupermarkets (Nilgiris, Kannans Departmental Store)oHypermarkets (Shoprite)oDepartment Stores (ApnaBaazar, Maharashtra)oIndividual retailersoShopping malls (Forum , Central , Inorbit)oSpecialty Chains (Mega Mart)oConvenience stores (Kirana Stores)oMBO, ( Multi Brand outlets), ( Lifestyle, Pocket Stores)oDiscount stores (D- Mart, Big Bazaar, Coupons, Brand Factory

Big Players In Indian Retail Market

oPantaloon and the Big BazaaroLandmark and CentraloShopper's StopoLifestyleoGlobusoWill's LifestyleoWestside

oSubhiksha/ Vishal Mega martoVivek'sNilgirisoTataoGodrejoRelianceoAditya Birla-MOREoMetrooVarkeys


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Introduction About The Consumer Buying Behaviour

oBeforebusinesscandevelopmarketingstrategies,theymustunderstand whatfactors influence buyers behavior and how they

make purchasedecisions tosatisfytheir needsandwants.Buyersaremovedbyacomplexsetofdeepandsubtleemotions.Their behaviorresultfromdeeply held values and attitudes;their perception of the world andtheir place in

it,fromcommon sense,impulseorjustplainwhimsy.Therearealsoseveral stages through which the consumer exhibit before deciding to purchase

goods or services.

oTheseinclude5steps:Problem & need recognition,

Information Search,

Alternative evaluation,

Post-purchase evaluation.

Definition Of Consumer Buying Behavior.

Definition:

Consumer behavior refers to the mental and emotional process and the observable beh

avior ofconsumersduringsearching,purchasingand postconsumption ofa productorservice.Consumerbehaviorinvolvesstudyofhowpeoplebuy,whattheybuy,when they buy and why they buy. It blends the elements from psychology, sociology,

sociopsychology, anthropology and economics. It also tries to assess the influence on

theconsumerfromgroupssuchasfamily,friends,referencegroupsand societyingeneral.

Buyer behavior has two aspects:

The final purchase activity visible to any observer and the detailed or short decision

process that may involve the interplay of a number of complex variables not visible to

anyone.


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Factors Affecting Consumer Buying Behavior

Consumer buying behavior is influenced by the major three factors:

i. Social Factors

ii. Psychological Factors

iii. Personal Factors

i. Social Factors

Socialfactorsrefertoforcesthatotherpeopleexertandwhichaffectconsumers purchasebehavior.Thesesocialfactorscanincludecultureandsubculture, roles and family, social class and reference groups.

Example:

BytakingintoconsiderationReferencegroup,thesecaninfluence/affecttheconsumerbuyingbehavior.Referencegroupreferstoagroupwithwhomanindividualidentifiesherself/himselfandextenttowhichthatpersonmanyvaluesattitudesorbehaviorofgroupmembers.Referencegroupcanbefamily,schoolorcollege, work group, club membership, citizenship etc. Reference group serve as one

oftheprimaryagentsofconsumersocializationandlearning andcanbeinfluentialenoughtoinducenotonlysociallyacceptableconsumerbehaviorbutalsosociallyunacceptable and even personal destructive behavior.

For example, if fresher student joins a college / university, he/she will meet different

people and form agroup, in that group there can be behavior patterns of values, forexamplestyleofclothing,handsetswhichmost of groupmemberpreferorevendestructivebehaviorsuchasexcessiveconsumptionof alcohol,useofharmfulandaddictive drugs etc. So, according to how an individual references himself/herself to

thatparticularreferencegroup,thiswillinfluenceandchangehis/herbuyingbehavior.


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ii.Psychological Factors

Theseareinternaltoanindividualandgenerateforceswithinthatinfluenceher/hispurchasebehavior.Themajorforcesincludemotives,perception,learning,attitudeand personality.

Example:

Attitudeisanenduringorganizationofmotivational,emotional,perceptualandcognitive processes with respect to some aspect of our environment. Consumer form

attitudetowardsabrandonthebasisoftheirbeliefsaboutthe brand.Forexample,consumers of Sony products might have the belief that the products offered by Sony

aredurable;thiswillinfluencethosecustomerstobuySonyproductsduetothisattitude towards the brand.

iii.Personal FactorsTheseincludethoseaspectsthatareuniquetoapersonandinfluencepurchase behavior.

These factors include demographic factors, lifestyle, and situationalfactors.

Example:

Lifestyleisanindicatorofhowpeopleliveandexpressthemselvesonthe basis of their activities, interests, and opinions. Lifestyle dimension

provide a broader view of people about how they spend their time the importance of

things in their surroundings and their beliefs on broad issues associated with life and

living and themselves. This is influenced by demographic factors and personality.

E.g. A CEO or Manager is likely to buy more formal clothes, ties and shoes or PDAs

and less informal clothes like jeans as compared to a Mechanic or Civil engineer. So

according to their lifestyle and profession, the buying behavior of people differs from

one another.


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About Industry

TheretailsectorinIndiaiswitnessingahugerevampingexerciseastraditionalmarketsmakewayfornewformatssuchasdepartmentalstores,hypermarkets,supermarketsandspecialtystores.Western-stylemallshavebegunappearing in metros and second-rung cities alike introducing the Indian consumer to a

shopping experience like never before. The sector is at an inflexion point where the

growth of organized retailing and growth in the consumption by the Indian population

isgoingtotakeahighergrowthtrajectory.TheIndianpopulationiswitnessingasignificant change in its demographics. Organized retail is on all-time high in India.

The growth is boosted by various factors such as availability of professional practices,

mediaproliferation,variousbrandswhicharegainingvaluetherebyenhancingindustrygrowth,availabilityofvariousfundingoptions,regulationslikeVATimplementation to make processes simple, sea change in demographics of country and

international exposure.

Thisreportisstructuredintothreemajorparts.FirstpartcomprisesofExecutiveSummaryandhighlightsoftheretailsector.Secondpartconsistsof12chapterswhichincludesanintroductionanddiscussesvitaltopicsinretailindustrylikeABriefOverviewofGlobalRetailIndustry,IndianRetailIndustry,OrganizedRetail Formats in Indian retail, Food Retail in India, Apparel Retail in India, Growth

Drivers of Indian Retail, Technology implications, Issues & Challenges faced by the

sector, Critical Success Factors,Regulations and Policies and Future Outlook oftheindustry.ThethirdandfinalpartconsistsofsupportingliteratureintheformofAnnexure.

Thisreportwillbeusefultoentrepreneursinterestedingettinginsightsofretailindustryfordoingdirectandindirectbusinessinthesector,managementconsultants,banks evaluating retailsectorproposals,investorswhoareinterestedinthis sunrise sector, retail professionals for getting larger picture of the sector. Last but

nottheleastthisreportcanalsobeusefulforeducationalinstitutionsimpartingcourses in retail management.


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Objective And Purpose Of Study

1.TostudytheconsumerbuyingbehaviortowardstheretailoutletsinRajkot.

2.To study the overall perception of consumers about the retail in Rajkot.


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RESEARCH METHODOLOGY

3.1 Research Approach

Qualitative Research:

Qualitative research seeks out the why, not the how of its topic through the

analysis ofunstructured information thingslikeinterviewtranscripts,openended survey responses, emails, notes, feedback forms, photos and videos. It

doesnt just rely on statistics or numbers, which are the domain of quantitative

researchers.

Quantitative research:

Itincludingsurveysandcustomerquestionnairescanhelpsmallfirmstoimprovetheirproductsandservicesbyenablingthemtomakeinformeddecisions. Quantitative research is about asking people for their opinions in a

structured way so that you can produce hard facts and statistics to guide you.

To get reliable statistical results, its important to survey people in fairly large

numbersandtomakesuretheyarearepresentativesampleofyourtargetmarket.

In this study, researcher has usedQuantitative Research.


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3.2 Types Of Research Design (R.D.):

ExploratoryResearch:

Exploratory research is a type of research conducted for a problem that has not

beenclearlydefined.Exploratoryresearchoftenreliesonsecondaryresearchsuchasreviewingavailableliteratureand/ordata,orqualitativeapproachessuchasinformaldiscussionswithconsumers,employees,managementorcompetitors,andmoreformalapproachesthroughin-depthinterviews,focusgroups, projective methods, case studies or pilot studies.

Descriptive Research:

Descriptiveresearchdoesnotfitneatlyintothedefinitionofeitherquantitativeorqualitativeresearchmethodologies,butinsteaditcanutilizeelements of both, often within the same study. The term descriptive research

refers to the typeofresearchquestion, design, anddata analysisthatwill beappliedtoagiventopic.Descriptivestatisticstellwhatis,whileinferentialstatistics try todeterminecause and effect.Descriptive research can be eitherquantitativeorqualitative.Itcaninvolvecollectionsofquantitativeinformation that can be tabulated along a continuum in numerical form.

HereResearcherhasappliedDescriptiveResearch.


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3.3 Sampling Design

3.3.1 Target Population:

i.SamplingUnit: People who go to malls in Rajkot city.

ii.Extent/Scope/BoundaryOfResearch:Theresearchislimitedto Rajkot area.

3.3.2 ProbabilitySampling AndNon Probability Sampling:

ProbabilitySampling:

A probability sampling method is any method of sampling that utilizes some

formofrandomselection.Inordertohavearandomselectionmethod,youmust set up some process or procedure that assures that the different units in

your population have equal probabilities of being chosen.

It includes simple random sampling, systematic sampling, stratified sampling,

cluster sampling

NonProbabilitySampling:

Non-probability sampling represents a group of sampling techniques that help

researchers

to

select

units

from

apopulation

that

they

are

interested

instudying. Collectively, these units form the sample that the researcher studies.

Itincludesconveniencesampling,judgmentsampling,snowballsampling,quota sampling

Here Researcher has applied Non-ProbabilityConvenient Sampling

Method.

3.3.3 Sample size:

Sample Size = 100 Respondents


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3.4 Primary Data and Secondary Data

Primarydata:

Theprimarydataarethosedatawhicharecollectedafreshandforthefirsttime,andthushappentobeoriginalincharacter.Theprimarydatawasobtained during the course of doing research in a systematic manner with the

help of questionnaires and interviewing peoples.

Secondarydata:The secondary data are those which have already been collected by someone

else.Thenatureofdatacollectionworkismerelythatofcollectionandcompilation ofinformation collected throughvarious newspapers,magazinesand internet.

HereResearcherhasusedbothPrimaryDataandSecondaryData.

3.5 DataCollectionTechniques:

3.5.1 Data Collection Method:

Questionnaire

3.5.2 Software Used For Data Analysis:

i. SPSS

ii.Excel 2010


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FINDINGS AND R E S U L T S

1.Theinteriordesignofthemallattractsme.Frequency

Percent Valid Percent CumulativePercent

Valid Strongly Disagree

Disagree

Somewhat Disagree

Neither Agree/ Nor Disagree

Somewhat Agree

Agree

Strongly Agree

Total

2

2

7

10

34

35

10.0

100

2.0

2.0

7.0

10.0

34.0

35.0

10.0

100.0

2.0

2.0

7.0

10.0

34.0

35.0

10.0

100.0

2.0

4.0

11.0

21.0

55.0

90.0

100.0

11% disagree that the interior of the mall attracts them.

80% agree that the interior of the mall attracts them.

2%

0%

2% 0%

7%

0%

10%0%

34%

0%

35%

0%10%

0%

Frequency

Valid StronglyDisagree

Disagree

SomewhatDisagree

NeitherAgree/Nor

Disagree

SomewhatAgree

Agree


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2. I notice the interior color usage of the mall.

Frequency Percent Valid Percent Cumulative

Percent


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

2

11

11

17

30

24

5

100

2.0

11.0

11.0

17.0

30.0

24.0

5.0

100.0

2.0

11.0

11.0

17.0

30.0

24.0

5.0

100.0

2.0

13.0

24.0

41.0

71.0

95.0

100.0

24% disagree that they see the color usage of the mall.

60 % agree that they see the color usage of the mall.

Valid Strongly

Disagree

2%Disagree

11%

Somewhat

Disagree

11%

Neither

agree/Nor

disagree

17%

Somewhat

Agree

30%

Agree

24%

Strongly

Agree

5%

Percent


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3. I notice the texture of the mall's interior.


Percent

Valid Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

15

10

21

26

20

8

100

15.0

10.0

21.0

26.0

20.0

8.0

100.0

15.0

10.0

21.0

26.0

20.0

8.0

100.0

15.0

25.0

46.0

72.0

92.0

100.0

15% disagree that they notice the texture of the mall.

54% agree that they notice the texture of the mall.

Valid Strongly

Disagree

15%

Somewhat

Disagree

10%

Neither

agree/Nor

disagree

21%

Somewhat Agree

26%

Agree

20%

Strongly

Agree

8%

Percent


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4. The Lightning and decoration of the mall attracts me.


Percent


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

3

12

8

14

35

23

5

100

3.0

12.0

8.0

14.0

35.0

23.0

5.0

100.0

3.0

12.0

8.0

14.0

35.0

23.0

5.0

100.0

3.0

15.0

23.0

37.0

72.0

95.0

100.0

23% disagree that the lighting and decoration of the mall attracts them.

68% agree that the lighting and decoration of the mall attracts them.

5. I am feel good whenever I am in the mall.

Strongly

Disagree

3%Disagree

12%

somewhat

Disagree

8%

Beither

Agree/Nor

Disagree

14%somewhat

Agree

Agree

23%

Strongly

Agree

5%

Percent


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Percent


Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

5

12

19

20

33

11

100

5.0

12.0

19.0

20.0

33.0

11.0

100.0

5.0

12.0

19.0

20.0

33.0

11.0

100.0

5.0

17.0

36.0

56.0

89.0

100.0

17% disagree that they feel good whenever they are in the mall.

61% agree that they feel good whenever they are in the mall.

6. I visit the mall because its very near to my residence or place of work.

Strongly

Disagree

5%somewhat

Disagree

12%

Beither

Agree/Nor

Disagree

19%

somewhat

Agree

Agree

33%

Strongly Agree

11%

Percent


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Percent


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

7

14

10

19

20

25

5

100

7.0

14.0

10.0

19.0

20.0

25.0

5.0

100.0

7.0

14.0

10.0

19.0

20.0

25.0

5.0

100.0

7.0

21.0

31.0

50.0

70.0

95.0

100.0

31% disagree that they visit the mall because its very near to my residence or

place of work.

50% agree that they visit the mall because its very near to my residence or

place of work.

7. I Visit the mall because the parking space of the mall is good.

Strongly

Disagree

7%

Disagree

14%

somewhat

Disagree

10%

Neither

Agree/Nor

Disagree

19%

Somewhat

Agree

20%

Agree

25%

Strongly

Agree

5%

Percent


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Percent


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

17

5

17

15

28

15

3

100

17.0

5.0

17.0

15.0

28.0

15.0

3.0

100.0

17.0

5.0

17.0

15.0

28.0

15.0

3.0

100.0

17.0

22.0

39.0

54.0

82.0

97.0

100.0

39% disagree that visit the mall because the parking space of the mall is good.

41% agree that visit the mall because the parking space of the mall is good.

8. The mall has convenient store hours

Frequency Percent Valid Percent CumulativePercent

Strongly

Disagree

17%

Disagree

5%

Somewhat

Disagree

17%Neither

Agree/Nor

Disagree

15%

Somewhat

Agree

28%

agree

15%

StronglyAgree

3%Percent


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Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

1

8

5

17

34

28

7

100

1.0

8.0

5.0

17.0

34.0

28.0

7.0

100.0

1.0

8.0

5.0

17.0

34.0

28.0

7.0

100.0

1.0

9.0

14.0

31.0

65.0

93.0

100.0

14% disagree that the mall has convenient store hours.

71% agree that the mall has convenient store hours.

9. Mall is a place where I can get everything (dining, movies, shopping etc)


Percent

Strongly

Disagree

1%Disagree

8%Somewhat

Disagree

5%Neither

Agree/Nor

Disagree

17%

Somewhat

Agree

agree

28%

StronglyAgree

7%Percent


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Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

7

13

10

12

29

22

7

100

7.0

13.0

10.0

12.0

29.0

22.0

7.0

100.0

7.0

13.0

10.0

12.0

29.0

22.0

7.0

100.0

7.0

20.0

30.0

42.0

71.0

93.0

100.0

30% disagree that mall is a place where I can get everything (dining, movies,

shopping etc)

58% agree that mall is a place where I can get everything (dining, movies,

shopping etc)

10. Whenever I feel bored I visit the mall.


Percent

Strongly

Disagree

7%Disagree

13%

Somewhat

Disagree

10% Neither

Agree/Nor

Disagree

12%

Somewhat

Agree

agree

22%

StronglyAgree

7% Percent


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Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

12

5

8

25

23

18

9

100

12.0

5.0

8.0

25.0

23.0

18.0

9.0

100.0

12.0

5.0

8.0

25.0

23.0

18.0

9.0

100.0

12.0

17.0

25.0

50.0

73.0

91.0

100.0

25% disagree that whenever they feel bored they visit the mall.

49% agree that whenever they feel bored they visit the mall.

11. Whenever I feel lonely I visit the mall.


Percent

Strongly

Disagree

12%Disagree

5%Somewhat

Disagree

8%Neither

Agree/Nor

Disagree

25%

Somewhat

Agree

agree

18%

StronglyAgree

9% Percent


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Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

12

5

8

25

23

18

9

100

12.0

5.0

8.0

25.0

23.0

18.0

9.0

100.0

12.0

5.0

8.0

25.0

23.0

18.0

9.0

100.0

12.0

17.0

25.0

50.0

73.0

91.0

100.0

39% disagree that whenever they feel lonely they visit the mall.

47% agree that whenever they feel lonely they visit the mall.

12. Whenever I am stressed, I visit the mall.

Strongly

Disagree

12%

Disagree

5%

Somewhat

Disagree

8%

Neither

Agree/Nor

Disagree

25%

Somewhat

Agree

23%

agree

18%

StronglyAgree

9%

Percent


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Percent


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

12

8

17

24

20

13

6

100

12.0

8.0

17.0

24.0

20.0

13.0

6.0

100.0

12.0

8.0

17.0

24.0

20.0

13.0

6.0

100.0

12.0

20.0

37.0

61.0

81.0

94.0

100.0

37% disagree that whenever they are stressed, they visit the mall.

39% agree that whenever they are stressed, they visit the mall.

13. I get the feeling of relaxation when I visit the mall.


Strongly

Disagree

12%

Disagree

8%Somewhat

Disagree

17%Neither

Agree/Nor

Disagree

24%

Somewhat

Agree

20%

agree

13%

StronglyAgree

6%Percent


42/66

42 | P a g e

Percent


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

8

7

5

22

35

13

10

100

8.0

7.0

5.0

22.0

35.0

13.0

10.0

100.0

8.0

7.0

5.0

22.0

35.0

13.0

10.0

100.0

8.0

15.0

20.0

42.0

77.0

90.0

100.0

20% disagree that they get the feeling of relaxation when they visit the mall.

58% agree that they get the feeling of relaxation when they visit the mall.

14. I visit the mall to escape from bad weather.


Strongly

Disagree

8%Disagree

7%

Somewhat

Disagree

5%

Neither

Agree/Nor

Disagree

22%Somewhat

Agree

35%

agree

13%

StronglyAgree

10%

Percent


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43 | P a g e


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

12

19

21

9

17

12

10

100

12.0

19.0

21.0

9.0

17.0

12.0

10.0

100.0

12.0

19.0

21.0

9.0

17.0

12.0

10.0

100.

12.0

31.0

52.0

61.0

78.0

90.0

100.0

52% disagree that they visit the mall to escape from bad weather.

39% agree that they visit the mall to escape from bad weather.

15. I visit the mall to avoid traffic congestion.

Strongly

Disagree

12%

Disagree

19%

Somewhat

Disagree

21%

Neither

Agree/Nor

Disagree

9%

Somewhat

Agree

17%

agree

12%

StronglyAgree

10%Percent


44/66

44 | P a g e


Percent


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

23

17

10

17

14

12

7

100

23.0

17.0

10.0

17.0

14.0

12.0

7.0

100.0

23.0

17.0

10.0

17.0

14.0

12.0

7.0

100.0

23.0

40.0

50.0

67.0

81.0

93.0

100.0

50% disagree that they visit the mall to avoid traffic congestion.

33% agree that they visit the mall to avoid traffic congestion.

16. Mall is a good place to find out what is new

Strongly

Disagree

23%

Disagree

17%Somewhat

Disagree

10%

Neither

Agree/Nor

Disagree

17%

Somewhat

Agree

14%

agree

12%

StronglyAgree

7% Percent


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Percent


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

2

6

5

20

26

26

15

100

2.0

6.0

5.0

20.0

26.0

26.0

15.0

100.0

2.0

6.0

5.0

20.0

26.0

26.0

15.0

100.0

2.0

8.0

13.0

33.0

59.0

85.0

100.0

13% disagree that mall is a good place to find out what is new.

67% agree that mall is a good place to find out what is new.

17. Its a good learning experience for me whenever I visit the mall

Strongly

Disagree

2%

Disagree

6%

Somewhat

Disagree

5%

Neither

Agree/Nor

Disagree

20%

SomewhatAgree

agree

26%

StronglyAgree

15%

Percent


46/66

46 | P a g e


Percent


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

5

8

4

19

27

19

18

100

5.0

8.0

4.0

19.0

27.0

19.0

18.0

100.0

5.0

8.0

4.0

19.0

27.0

19.0

18.0

100.0

5.0

13.0

17.0

36.0

63.0

82.0

100.0

s

17% disagree that its a good learning experience for them whenever they visit

the mall.

64% agree that its a good learning experience for them whenever they visit the

mall.

18. I enjoy handling and trying various merchandise.


Strongly

Disagree

5%Disagree

8% Somewhat

Disagree

4%

Neither

Agree/Nor

Disagree

19%

Somewhat

Agree

agree

19%

StronglyAgree

18%

Percent


47/66

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Percent


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

2

11

4

26

23

24

10

100

2.0

11.0

4.0

26.0

23.0

24.0

10.0

100.0

2.0

11.0

4.0

26.0

23.0

24.0

10.0

100.0

2.0

13.0

17.0

43.0

66.0

90.0

100.0

13% disagree that they enjoy handling and trying various merchandise.

57% agree that they enjoy handling and trying various merchandise.

19. Grocery shopping is a routine exercise of the housewife.


Percent

Strongly

Disagree

2%Disagree

11%Somewhat

Disagree

4%

Neither

Agree/Nor

Disagree

26%

Somewhat

Agree

agree

24%

StronglyAgree

10%

Percent


48/66

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Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

2

5

12

13

26

28

14

100

2.0

5.0

12.0

13.0

26.0

28.0

14.0

100.0

2.0

5.0

12.0

13.0

26.0

28.0

14.0

100.0

2.0

7.0

19.0

32.0

58.0

86.0

100.0

s

19% disagree that grocery shopping is a routine exercise of the housewife.

54% agree that grocery shopping is a routine exercise of the housewife.

20. I enjoy going to malls when I am with friends.


Strongly

Disagree2%

Disagree

5%

Somewhat

Disagree

12%

Neither

Agree/Nor

Disagree

13%

Somewhat

Agree

agree

28%

StronglyAgree

14%

Percent


49/66

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Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

3

2

6

15

30

24

20

100

3.0

2.0

6.0

15.0

30.0

24.0

20.0

100.0

3.0

2.0

6.0

15.0

30.0

24.0

20.0

100.0

3.0

5.0

11.0

26.0

56.0

80.0

100.0

11% disagree that they enjoy going to malls when they are with friends.

74% agree that they enjoy going to malls when they are with friends.

21. Consistently provides the best values for my money.

Strongly

Disagree3% Disagree

2%

SomewhatDisagree

6%

Neither

Agree/Nor

Disagree

15%

Somewhat

Agree

30%

agree

24%

StronglyAgree

20%

Percent


50/66

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Percent


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

3

3

5

27

35

22

5

100

3.0

3.0

5.0

27.0

35.0

22.0

5.0

100.0

3.0

3.0

5.0

27.0

35.0

22.0

5.0

100.0

3.0

6.0

11.0

38.0

73.0

95.0

100.0

11% disagree that the outlets consistently provides the best values for their

money.

62% agree that the outlets consistently provide the best values for their money.

22. Is most likely to have what my want in stock.


Percent

Strongly

Disagree

3%

Disagree

3%Somewhat

Disagree

5%

Neither

Agree/Nor

Disagree

27%Somewhat

Agree

35%

agree

22%

StronglyAgree

5%

Percent


51/66

51 | P a g e


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

3

1

6

27

37

21

5

100

3.0

1.0

6.0

27.0

37.0

21.0

5.0

100.0

3.0

1.0

6.0

27.0

37.0

21.0

5.0

100.0

3.0

4.0

10.0

37.0

74.0

95.0

100.0

10% disagree that they most likely dont have what they require.

63% agree that they most likely dont have what they require.

Strongly

Disagree

3% Disagree

1%

Somewhat

Disagree

6%

Neither

Agree/Nor

Disagree

27%

SomewhatAgree

37%

agree

21%

StronglyAgree

5%

Percent


52/66

52 | P a g e

23. Has the best quality merchandise.


Percent


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

4

6

12

22

28

23

5

100

4.0

6.0

12.0

22.0

28.0

23.0

5.0

100.0

4.0

6.0

12.0

22.0

28.0

23.0

5.0

100.

4.0

10.0

22.0

44.0

72.0

95.0

100.0

22% disagree that retail outlets Has the best quality merchandise.

56% agree that retail outlets Has the best quality merchandise.

24. Has the best cafeteria.

Strongly

Disagree

4%Disagree

6%Somewhat

Disagree

12%

Neither

Agree/Nor

Disagree

22%

Somewhat

Agree

28%

agree

23%

StronglyAgree

5% Percent


53/66

53 | P a g e


Percent


Disagree

Somewhat Disagree


Somewhat Agree

Agree

Strongly Agree

Total

47

28

6

7

6

2

4

100

47.0

28.0

6.0

7.0

6.0

2.0

4.0

100.0

47.0

28.0

6.0

7.0

6.0

2.0

4.0

100.0

47.0

75.0

81.0

88.0

94.0

96.0

100.0

81% disagree that has the best cafeteria.

12% agree that has the best cafeteria.

25.Name of the retail mall.


Percent

Strongly

Disagree

47%

Disagree

28%

Somewhat

Disagree

6%

Neither

Agree/Nor

Disagree

7%

Somewhat

Agree

6%agree

2%

StronglyAgree

4%Percent


54/66

54 | P a g e

Valid RELIANCE SUPER

D-MART

Total

45

55

100

45.0

55.0

100.0

45.0

55.0

100.0

45.0

100.0

Among the respondents,

45% are from Reliance Fresh,

And 55% are from D-Mart.

26. Gender

RelianceSuper

45%D-Mart

55%

Percent


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Percent

Valid Male

Female

Total

54

46

100

54.0

46.0

100.0

54.0

46.0

100.0

54.0

100.0


54% are males,

And 46% are females.

27. Level of education


Male

54%

Femal

46%

Percent


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Valid Undergraduate

Graduate

Post-graduate

Total

2

55

43

100

2.0

55.0

43.0

100.0

2.0

55.0

43.0

100.0

2.0

57.0

100.0


2% are undergraduates,

55% are graduates,

43% are post-graduates

28. Annual family income.

Undergraduate

2%

Graduate

55%

Post-

Graduate

43%

Percent


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Annual Family Income


Percent

Valid Below Rs.10,000

Rs.10,000- below Rs.20,000

Rs.20,000- below Rs.30,000

Rs.30,000- below Rs.40,000

Rs.40,000 and Above

Total

12

11

23

17

37

100

12.0

11.0

23.0

17.0

37.0

100.0

12.0

11.0

23.0

17.0

37.0

100.0

12.0

23.0

46.0

63.0

100.0

Majority respondents annual family income is above rs.40,000/-.

BelowRs.10,000

12%

Rs.10,000-

Below

Rs.20,000

11%

Rs.20,000-

Below

Rs.30,000

23%

Rs.30,000-

Below

Rs.40,000

Rs.40,000

and

Above

37%

Percent


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FINDINGS

o

Majorityof

people

agree

that

interior,

lightings,

texture

and

color

of

the

outlet

attractsthem,andalsoaresatisfiedwiththetimingsoftheoutlet.Peoplealsoagreethattheyfeelgoodwhentheyareintheoutlet,andalsothattheygeteverything that they desire from the outlet.

oPeopleconsidertheparkingareaintheoutlet,beforeselectingthemallsforshopping.They visit the outlet when they feel bored, lonely, stressed.People agree

that retail outlet is a good place to find something new.People also are satisfied

with the stores they visit, because they get the things they want, and also with the

deals and the offers available in the retail outlets.

oPeopleenjoyfeelingandtryingvariousmerchandisingactivitieshappeningintheretail outlets.Even they dont realize the time, while they are doing shopping in

the retail outlets.

oMostof thehousewivesgo for the grocery-shopping in the retailoutlets.Peoplealsoenjoyintheretailoutletsalongwiththeirfriends.Peopleagreethatsalespersonservingthemisfriendlyandhelpfultothem.Andalsoagreethatretail outlets also are able to promote the products in the best way.

oTheonlythingpeoplearentsatisfiedisthattheretailoutletsisnotprovidingthem the cafeteria service.Among the respondents, 55% have described about D-

MART(Rajkot),and45% about RELIANCESUPER(Rajkot).Among the respondents, 54% are males, and rest is females.

oMajorityoftherespondentsaregraduatesandunder-graduates.Majorityoftherespondents fall underLess than 25 age bracket, which shows that youngsters

visit retail outlets more frequently.Majority of the respondents are

students.Majority of the respondents family income is between Rs.20, 000-Rs.30,000andRs.40,000andabove,whichsaysthatupper-middleclassandlower-middle-class are the frequent visitors of the retail outlets in Rajkot.


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LIMITATIONS

i.The study is limited to Rajkot Area.ii. The sample size is limited to 100 respondents only, which may not be the

representation of the population.


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CONCLUSION

Shoppers would like to minimize the effort ofshopping by reducing either the travel

timeorthetimespentintheshop.Intheformercase,thereisapossibilityofpre-purchaseinformationprocessing.Inthelattercase,shopperstendto"browse"andhence attach importance to ambience and facilities at the store.

The gender and age of shoppers drive the choiceof store. Monthly household income

didcomeoutas asignificantfactorbutitwasreflectedmoreintermsofthetypeofproducts bought.

Mengivemoreprominencetoproximity.Womentendtotradethisoffwithmerchandise offeredby the store. They also are more regular buyers.

Ambience and facilities aremoreimportantincaseswhere theshopperspendsmoretime withinthe store.

Brandspreadin themerchandiseis attachedmoreimportanceinstores thatkeptthepreferred brandand also gave an opportunity to look at otherbrands.


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ASampleDataCollectionForm(Questionnaire)

Dear Respondents,

I,Jignesh Bhagiya,thestudentofMEFGI,iamdoingmyfinalprojectonConsumerBehaviorTowards Retail Outlets. Can you spend five minutes to answer the following questions? This study is

for academic purpose only. No information shall be disclosed anywhere.

SECTION-I

The following setofstatements relatetoyourfeelingsaboutyoursretailoutlets.Thenameoftheretail outlet visited _________________________________. Using the scale below, pl

ease indicate the

extent to which you agree or disagree with the following statements about website.

Write thenumber(indicatingyouragreementordisagreement)besidethestatements.

1

Strongly

Disagree

2

Disagree

3

Somewhat

Disagree

4

Neither agree/

Nor Disagree

5

Somewhat

Agree

6

Agree

7

Strongly

Agree

SrNo Question Rating

1 The interior design of the mall attracts me.

2 I notice the interior color usage of the mall.

3 I notice the texture of the mall's interior.

4 The Lightning and decoration of the mall attracts me.

5 I am feel good whenever I am in the mall.

6 I visit the mall because its very near to my residence or place of work.

7 I Visit the mall because the parking space of the mall is good.

8 The mall has convenient store hours


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9 Mall is a place where I can get everything (dining, movies, shopping etc)

10 Whenever I feel bored I visit the mall.

11 Whenever I feel lonely I visit the mall.

12 Whenever I am stressed, I visit the mall.

13 I get the feeling of relaxation when I visit the mall.

14 I visit the mall to escape from bad weather.

15 I visit the mall to avoid traffic congestion.

16 To escape from the monotonous job routine, I visit the mall

17 Mall is a good place to find out what is new

18 Its a good learning experience for me whenever I visit the mall19 Certain stores are fun to visit because they sell products of my interest

20 I enjoy handling and trying various merchandise

21 I feel like in another world whenever I am in the mall

22 I lose track of time, whenevr I am inside the mall

23 When I leave the mall I feel it is very late at night

24 Grocery shopping is a routine exercise of the housewife.

25 Iconsider myself as a wise shopper, because of the way I bargain and getthe bestdeal

26 I enjoy going to malls when I am with friends

27 The sales persons are friendly and courteous

28 Consistently provides the best values for my money

29 Is most likely to have what my want in stock

30 Has the best advertised sales and specials

31 Has the best quality merchandise

32 Has the lowest prices overall

33 Has the most convenient store layout for shopping

34 Offers the lowest everyday prices on household essentials such as cleaning

supplies, paper goods, and health and beauty aids

35 Has the best cafeteria


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SECTION II

YourName ________________________________________________

1. Gender2. Level Of Education

3. Age Bracket

4. Occupation

5.Annual Family Income

Male

UndergraduateGraduate

Post-graduate

Female

25

26-35

36-45

46-55

55

ServiceSelf-employed

Businessman

Farmer

Housewife

Student

Other

Below Rs.10000


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ThanksF orYourCo-Operation

Rs.10000- below 20000/-

Rs20000- below 30000/-

Rs30000- below 40000/-

Rs.40000 and Above


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BIBLIOGRAPHY

Sinha, P. Banerjee, B. &Uniyal, D.(2002). Deciding Where to Buy. Store

Choice Behaviour of Indian Shoppers Journal, 27(2),1-16.

Sinha, P. Banerjee, B. &Uniyal, D.(2003). Shopping Orientation in the

Evolving Indian Market Journal, 28(2),1-10.

Prasad, C. &Aryasri, A.(2010). Effect of shopper attributes on retail format

choice behaviour for food and grocery retailing in India Journal, 39(1). 1-19

Kamaladevi, B. (2009). Customer experience management in retailing.

Business Intelligence Journal, 3(1),37-54.

Wong, A. &Sohal A. (2002). Customers Perspective on service quality and

relationship quality in retail encounters. managing service quality, 12(6),424-

433.

Kim, S. Cha, J. Bonnie J. Knutson. & Beck, J.(2011). Development and testing

of the Consumer Experience Index (CEI),21(2), 1-21

Seock Y. & Lin C.(2011). Cultural influence on loyalty tendency and

evaluation of retail store attributes. International Journal of Retail &

Distribution Management,39(2), 94-113)

Srivastav, R. K. (2008). Changing retail scene in India. International journal

of Retail & Distribution Management, 36(9),714-721.


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