main document new

7/29/2019 Main Document New

1/66

Introduction

In orders to discuss retailing in an orderly fashion, let us begin with the fact that

retailers are separated into categories. Categories can be thought of as a group

of related products, which are sold by retailers, which compete against each

other. Let us take furniture as an example. There are many stores selling

furniture-some are purely local, many are national chains. The goods sold by

furniture stores are pretty much the same, however, varying only in quality and

price. Furniture as a category, then, involves a number of competitors (firms),

each trying to outsell the other.

Retail comes from the French word retailer, which refers to "cutting off, clip

and divide" in terms of tailoring (1365). It first was recorded as a noun with the

meaning of a "sale in small quantities" in 1433 (French). Its literal meaning for

retail was to "cut off, shred, paring". This implies breaking of bulk of function

of the retailer - that is, the acquiring of large amounts of the products they sale

and dividing it up into smaller amounts to be sold to individual consumers.

Retail consists of the sale of goods or merchandise from a fixed location, such

as a department store,boutique orkiosk, or by mail, in small or individual lots

for direct consumption by the purchaser.[1] Retailing may include subordinated

services, such as delivery. Purchasers may be individuals or businesses. In

commerce, a "retailer" buys goods or products in large quantities from

manufacturers or importers, either directly or through a wholesaler, and then

sells smaller quantities to the end-user. Retail establishments are often called

shops or stores. Retailers are at the end of the supply chain. Manufacturing

marketers see the process of retailing as a necessary part of their overall

distribution strategy. The term "retailer" is also applied where a service provider

services the needs of a large number of individuals, such as apublic utility, like

electric power.

[RETAIL OUTLET] Page 1
http://wiki/Saleshttp://wiki/Department_storehttp://wiki/Boutiquehttp://wiki/Kioskhttp://wiki/Mailhttp://wiki/Consumption_(economics)http://l/http://wiki/Commercehttp://wiki/Product_(business)http://wiki/Manufacturinghttp://wiki/Importhttp://wiki/Wholesalehttp://wiki/End-userhttp://wiki/Supply_chainhttp://wiki/Marketinghttp://wiki/Distribution_(business)http://wiki/Public_utilityhttp://wiki/Electric_powerhttp://wiki/Department_storehttp://wiki/Boutiquehttp://wiki/Kioskhttp://wiki/Mailhttp://wiki/Consumption_(economics)http://l/http://wiki/Commercehttp://wiki/Product_(business)http://wiki/Manufacturinghttp://wiki/Importhttp://wiki/Wholesalehttp://wiki/End-userhttp://wiki/Supply_chainhttp://wiki/Marketinghttp://wiki/Distribution_(business)http://wiki/Public_utilityhttp://wiki/Electric_powerhttp://wiki/Sales


2/66

Shops may be on residential streets, shopping streets with few or no

houses or in a shopping mall. Shopping streets may be forpedestrians only.

Sometimes a shopping street has a partial or full roofto protect customers from

precipitation. Online retailing, a type ofelectronic commerce used forbusiness-

to-consumer(B2C) transactions and mail order, are forms of non-shop retailing.

Shopping generally refers to the act ofbuying products. Sometimes this is done

to obtain necessities such as food and clothing; sometimes it is done as a

recreational activity. Recreational shopping often involves window-shopping

(just looking, not buying) and browsing and does not always result in a

purchase.

Retailing is becoming significant marketing activity in all modern

societies. The retail sector is changing at an ever increasing rate and this is

leading to growth of retail marketing management and it is often studied that the

only constant in retailing is change and more than ever before. The market is

becoming more segmented and sophisticated and the retail formats are changing

to cater to the changing needs of the consumer.

During the late 1980s & 1990s, the retailers moved away from their core

areas into new service sectors like insurance, financial services & diagnostic

clinics. The retail business is becoming more popular due to their wide range of

products & brands, efficient services to the customer, ambience of shopping

pleasure & brand dominated activity. Sears in the USA , Mark & Spencer in

the UK & in India Total s Trent, west side, Future Group, Pantaloon & JTCs

Life style have been following what John sains bury once said that Retail is

detail & the philosophy of retailing is to expand is to get bigger.

First retailers in India include BATA, Pantaloon, Bombay Dyeing, Spencers,

and Nilgiris. The current Retail scenario is controlled by the likes of shoppers

stop, Big Bazaars.

http://wiki/Shopping_mallhttp://wiki/Pedestrianhttp://wiki/Roofhttp://wiki/Precipitation_(meteorology)http://wiki/Electronic_commercehttp://wiki/Business-to-consumerhttp://wiki/Business-to-consumerhttp://wiki/Mail_orderhttp://wiki/Shoppinghttp://wiki/Tradehttp://wiki/Recreationhttp://wiki/Shopping_mallhttp://wiki/Pedestrianhttp://wiki/Roofhttp://wiki/Precipitation_(meteorology)http://wiki/Electronic_commercehttp://wiki/Business-to-consumerhttp://wiki/Business-to-consumerhttp://wiki/Mail_orderhttp://wiki/Shoppinghttp://wiki/Tradehttp://wiki/Recreation


3/66

Retiling is a marketing activity involved in the sale of products to the

final consumers. Retailing is not only important to consumers, but also more

important to companies as it helps in bringing the companies products to closer

to consumers. It brings a shade of convenience to consumer and helps in making

a purchasing decision & subsequent buying easier. Bata Shoe Company sells

more shoes in rural & semi urban areas because of their wide and well-knit

retailing arrangement, Leo toys are more popular & sell more because its

retailing is more effective than its competitors are. Therefore, retailing is an

important activity of marketing plan for consumer products at levels & for all

segment of the market.

Retail must follow the old masim Goods will are half sold".

The Retail activity could be defined as Any business that directs it is

making efforts towards satisfying the final consumer based upon the

organization of selling goods & services as a means of distribution.

A retail stores image among its target audience is perhaps the most

important influence on its long run success or failure. The consumers store

image can be very holistic involving many store attributes. In either case, the

consumer store image is based on a combination of store attributes such as

merchandise offerings, service, store atmosphere or location environment etc.

Which in turn are acknowledged as having a strong influence on shopping &

patronage behavior?

Factors illustrating growing importance of the retail sector:

1. Large & growing contribution to national economics & foreign exchange.

2. Economic activity is growing to growing and visible.

3. Large source for employment.



4/66

4. Retailers as gatekeepers influence buyer behavior.

5. Retailers are diversifying into different fields including service sector.

6. Retail organizations are expanding into international markets.

7. Size of large retail operations allow for supply chain control.

The retailing institution is almost 150 years old in those days only grocery

shops & some specialty stores selling wire or liquor. Department stores

appeared in American markets in 1860s & became popular in 1880s in Europe

mail order house became popular also around the same time.

The twentieth century save the birth of chains stores in 1910s to 1920s & the

concepts of super markets started in 1930s.During the second world war sub

urban shopping centers became popular & discount houses came into existence

in 1950s & followed by fast food centers in 1960s.However retail industry

became powerful distribution industry in 1970. When fast food parlours, ice

cream parlous, furniture showrooms & catalogs showrooms, automobile

showrooms, boutiques, grocery store, milk products & chocolate stores, became

the main distribution outlets.

Studies to date have provided an understanding of store image and

patronage behavior based on the general population, which then becomes the

basics for retail strategies. These man market orientation natural raises

unawarded questions concerning store image based strategies for local retailers

that focus on a market segment rich such as an upscale forget audience.

Shopping area preference are reflected in the phenomena Known as out

shopping which occurs when consumer shop outside their local trade area. Out

shopping enjoys a rich research tradition primarily due to the potential negative

effects of loss of retail revenue from one area to another. It is generally reported

that smaller trade areas lose sales & relative market share to larger trade areas.



5/66

In addition to an overall reduction in local retail activity, lost sales also can be

substantial for product specific classes. In detrimental effects of out shopping,

local retailers who want to attract out shoppers must understand these target

audience & adapt their operation to changing consumers shopping attitudes

toward shopping.

Consumer preference for retail stores:

The consumer consider various factors in choosing a particular retail outlet &

the retail business should consider these aspects before deciding to locate a

suitable site and the showroom price, interior decoration space for future

growth, air-conditioning, electrical and lightening etc. will be common for

volume of business in terms of number of consumers and quantity of purchase

then the related store will hot be viable. This is one of the reasons why some

retail stores are closed after few month of opening because location was proper

from business point of view, convenience, variety of selection. Quality of

product helps from sales people, reputation for integrity and fairness in dealingsservice offered delivery, credit, returned goods privileges, values offered are the

factors considered by consumers in selecting or choosing a retailer for buying

products.

Consumer prefer conveniently located retail stores either they should be

close to their residence or office or business place or near other shopping areas.

For upper middle class and middle class consumers parking lot for automobiles

and two wheelers are an essential consideration. The retail store display

exclusive make or manufactures brand or assorted products and consumers will

visit those retail stores who are known for their quality and services. Quality of

products is essential feature for expensive products and clothing etc. Some retail

outlet become popular due to extremely fine handling consumers and feel

good ambience is especially important for consumers with high disposable



6/66

income prompt service is also an important criterion for consumers. The attitude

of sales people plays a significant role in the retail business.

Some retail forms and outlets offer a wide range of financial incentives like zero

interest installment scheme bank financings credit card facility ANF for

consumer durable products like refrigerators, washing machines, microwave

ovens, televisions, computers, automobiles and electrical appliance are offered

on such terms by heavy retailers. Free delivery or home delivery installation one

year free service & returned goods privileges are some of the additional

incentives which help the consumers to make a purchase from a particular

retailer.

Consumer may also have important emotional reason of preferring particular

retailers. Some people get an ego boost from shopping in a prestige store

different stores to seem to attract customer from different social classes. People

like to shop sales people and other customers are similar to themselves.

Retail service efficiency The level of staff involvement in the retail

offering will vary from outlet to outlet: again, the important issue facing the

retailing company will be to match personal structure to the service being

provided. This is done by considering.

STAFF: The number of personal to carry out the organizations operational

plans.

STYLE: How managers and employees deal with the customers.

SKILL: What knowledge personal need to bring to the retailing operation.

SYSTEM: The organizations design of the vol...

SHARED VALUES: The humility of common goals with in the organizations.



7/66

RETAILING HAS CUSTOMERS SATISFACTION:

It is the task of making to create as well as deliver a standard of living.

Specifically marketers must be sensitive to equating new and improved goodsand service with the needs, desires and fancies of consumers. Retailing

consumer in many ways, the best able to interpret these needs. To the extent that

retailers are skillful in interpreting consumer needs and to the extent that they

develop good assortments of merchandise. (Eg styles, materials, colors, price,

sizes) and present them in an effective manner so that consumer find it easy and

attractive to boy. Retailing truly service society. The global economy is very

complex without U.S economic system literally ten thousands of different goods

and services are produced and distributed each day. It is marketing that delivers

these goods and service to provide the standard of living we enjoy today.

Formally, the American Marketing Association has defined marketing as the

process of planning and executing the conceptions pricing, promotion and

distribution of ideas, goods and services to create exchange that satisfy

individuals and organizational objectives. Retailing is marketing too.

Retailing is defined as the activities involved in the sale of goods and

services to consumers for their personal family or household use. Retailing

provider customer satisfaction through continuous quality improvement across

all areas, not just by selling goods and services, For example, the benefit

delivered by retailing may notify emotional, economic, or social motivation ofcustomers.

Consumer decisions with regard to the place of purchase of goods and services

are determined by a number of factors, which, due to their high variability and

the changing market environment, are constantly subject to an analysis by

researchers and market practitioners. The motivation for choosing a place of

purchase is of great significance for retailers, as it enables them to develop an



8/66

effective marketing strategy and compete against other outlets. The competition

between adjacent points of sale with the same profile forces the retailers to seek

the most effective ways of attracting customers. The situation of small

commercial enterprises, whose scope of activity and reach are relatively limited,

is particularly difficult, as they are forced to compete against large number of

outlets, which represent different formats. In view of the above, a question

arises how to build and strengthen a competitive advantage on a market, which

is ever more competitive? How to provide consumers with benefit, so that their

satisfaction with the choices and purchases made continues to grow?

Retail outlet positioning theoretical foundations

Positioning is a stage in the development of a marketing strategy, at which, as a

result of segmentation and selection of the target market(s), the position of the

product range offered or the company in relation to its competitors is

established, in order to better satisfy the customers needs. A. Ries and J. Trout,

later to be popularized in marketing publications first introduced the concept of

positioning. Ries and Trout claim that positioning involves influencing the

prospective customers awareness and finding the way to place our product in

the prospective customers mind (Kotler, 2005). Positioning also means

designing and implementing a set of instruments used in retailing in order to

create a certain image of the retailer in the customers mind in relation to the

competition (Levy and Witz, 2001). In turn, Walters and Laffy (1996) indicate

that positioning in the retail sector involves integrated actions in such areas as

the product range, store format and its environment, the type and scope of the

services and amenities offered, communication with the customers (Devlin,

Birtwistle, Macedo, 2003). Positioning will be effective when the retailers

clearly specify their target markets and tailor their marketing offer to the

customers expectations. Another author notes that the positioning strategy



9/66

concerns the choice of the targetthat are entirely different to the ones

implemented by the competitors. The second type of positioning is established

based on the reasons for choosing a retail outlet given by respondents to a

survey

Business literature identifies one more model of shaping the retail outlet image

based on the owners preferences, however, since that model disregards

market realities both in terms of customer expectations, as well as actions by

the competitors it is connected with greater degree of uncertainty and has thus

met with a critical reaction (Rosenbloom, 1983).

Positioning strategies and criteria are classified in a number of ways. General

positioning strategies include original positioning, imitation, adaptation and

anticipation (Garbarski, 1998). Another classification takes into account the

retailers market position. Depending on whether we are dealing with a market

leader, challenger, follower or a nicher, relevant marketing strategies are

selected in order to build the desired image.

T. Domaski distinguishes between the following retail developmentsstrategies: low price, own brand competition through quality and new

generation shopping centers (Domaski 2005). These strategies are usually

implemented using specific retail formats discount stores, hypermarket and

supermarket chains, as well as outlets offering non-food consumer goods.

Location in retailing is one of the main factors determining the success of a

store. Whereas the product range, prices and promotional activities can bemodified relatively quickly and cheaply if they do not bring satisfactory

financial results, any changes to the location entail significant costs (related, for

instance, to investments) and, consequently, business risk. However, we can

sometimes encounter a statement that a good location cannot replace other

strategically focused company activities (Sawiska, Urbanowska-Sojkin,

1993). The choice of a venue for conducting retail operations depends on a

number of factors: economic, demographic, social, urbanization, legal and



10/66

communication-related. The selection of location is also determined by the

nature of the products offered and the presence of competitors. Based on an

analysis the most attractive area is determined and then a specific location is

chosen.

Product range decisions concern the choice of: the retail sector, product

structure and the brands to be included in the range offered. They may also

relate to private label goods, as in many countries private labels are no longer

perceived as a cheaper substitute of manufacturers brands, but rather as a key

means of differentiation in an ever more competitive environment (Thomas,

1998). Another issue which needs to be determined is the scope of the services

provided in connection with the goods (e.g.: installation, exchange, packaging),

as well as value added services, emphasizing the appeal of the retail outlet (e.g.

the presence of restaurants, beauty parlours, lockers for leaving clothes or

luggage, car parks).

Price is another marketing mix instrument used to differentiate retail outlets.

The choice of the price level, and, therefore, the price image, depends on amultitude of factors, including the pricing strategy used by the competitors,

customer expectations, own costs and the forecast financial performance.

Retailers are also subject to the influence of the manufacturers, who may

suggest the final price. Retail pricing strategies include strategies based on

constantly maintaining low prices (EDLP - every day low price) and strategies

connected with periodic promotional discounts that boost the appeal of theproducts offered (HiLo high low prices).

Promotion in store is necessary to communicate with customers. The most

effective forms are used in the place of sales, such as sales promotion, personal

selling or advertising, but we should remember also about Internet and new

chances it has created for gaining consumers attention.



11/66

Nature and scope of retailing .

Nature and scope of retailing Distribution management is the essence of

providing place time form and possession utilities to consumers. Retailing takes

care of a major part of this task. Retailing actually delivers these utilities to the

consumers. It is on the quality of retailing that the efficiency of this delivery

depends. How does Retailing differ from Wholesaling? It is obvious that

retailing differs from wholesaling. Actually two main characteristics distinguish

retailing from... .

Article on CiteMan.com

One of the main objectives of a retailer is to deliver consistent value and quality

to the consumer. Understanding consumer needs and their buying behavior is

the first step toward providing the consumer with the kind of product and

service that he needs and demands. This requires a focus on people. This focus

has to be internal as well as external. .

In order to create products and services which are suited to the needs of a

changing consumer marketplace, a retailer needs to do research on buying

habits, items purchased items not purchased, etc. while it is possible to get

information through research conducted by agencies , it is not always possible

to approach consumers fir data. Retailers hence, use various methods and

program for obtaining this information. .

One such tool is the customer loyalty card devised by retailers to encourage

loyalty. With the rapid changes in the field of information technology and the

technology used by retailers, data warehousing data mining and customer

relationship management have become the key methods of obtaining and

analyzing customer information.

http://www.citeman.com/index.php?p=1864http://www.citeman.com/index.php?p=1864


12/66

Retail formats in India .

Hyper marts/supermarkets: large self-servicing outlets offering products from

a variety of categories. .

Mom-and-pop stores: they are family owned business catering to small

sections; they are individually handled retail outlets and have a personal

touch.

Departmental stores: are general retail merchandisers offering quality

products and services.

Convenience stores: are located in residential areas with slightly higher

prices goods due to the convenience offered.

Shopping malls: the biggest form of retail in India, malls offers customers

a mix of all types of products and services including entertainment and

food under a single roof.

E-trailers: are retailers providing online buying and selling of products

and services.

Discount stores: These factory outlets give discount on the MRP.

Vending: it is a relatively new entry, in the retail sector. Here beverages,

snacks and other small items can be bought via vending machine.

Category killers: small specialty stores that offer a variety of categories.

They are known as category killers as they focus on specific categories,

such as electronics and sporting goods. This is also known as Multi Brand

Outlets or MBO's.

Specialty stores: are retail chains dealing in specific categories and

provide deep assortment. Mumbai's Crossword Book Store and RPG's

Music World is a couple of examples.



13/66

Challenges facing Indian retail industry

The tax structure in India favors small retail business

Lack of adequate infrastructure facilities

High cost of real estate

Dissimilarity in consumer groups

Restrictions in Foreign Direct Investment

Shortage of retail study options

Shortage of trained manpower

Low retail management skill

Prospects and Problems of Indian Retailing

Retail environment in India has evolved tremendously over the last 10 years.

India is currently the ninth largest retail market in the world. In addition, it is

names of small towns like Dehradun, Vijayawada, Luck now and Nasik thatwill power India up the rankings soon. With the emergence of organized

retailing in the country and a growing convenience, retailing has emerged, as a

key business, given their wide retail presence, exists customer base and

strategically located sites. Even though India has well over 5 million retail

outlets of all sizes and styles, the country sorely lacks anything that can

resemble a retailing industry in the modern sense of term. Indian retailing

though enjoys many unique features is still done in a primitive way, they were

handicapped by higher taxes, multiple laws, wrong policy decisions,

unnecessary/illegal imports, poor infrastructure and logistics, high cost of

equipment and packing material. So in this paper an attempt has been made to

discuss the current prospects and problems of retailing in India.



14/66

CHALLENGES AHEAD FOR RETAILING. .

organized retailing is not a bed of roses for the big players also. In addition to

the advent of Internet, various issues glare at retailing. Some of them are

HUMANRESOURCE:

Big retail shops do not confine their target segments for employees to

undergraduates. Shoppers Stop broke the myth of MBAs not wanting to go into

the retailing career. Cross Roads and Spencer also hire MBAs to manage their

chains. However, there still exists a gap between the supply and demand of

professionals. Mr. Goenka, chair RPG Group, hopes that one of the greatest

challenges facing modern retailing in India is the availability of trained

personnel. In order to address the problem RPG Group has set up a national

retail Institute in Chennai, which, offers a variety of courses in retail

management for frontline, supervisory and managerial post. Retaining the

human resources is also a major challenge for these big retailers. The bigwigs

like Crossroads offer high compensation and create a cohesive environment that

makes an employee proud to be a part of such big retail chains

SPACE AND INFRASTRUCTURE: .

To establish a retail shop/ Mall, the real estate and the infrastructure are very

vital. The expenditure and availability on both the accounts do hinder the

growth of the retail chain. The land ceiling restrictions and other state

restrictions on land use have prevented the growth of efficient retailing in the

cities. An average investment of about Rs. 5 crores is required to establish a

mall and that explains the rush of big companies into this business. Small and

individual retailers find it difficult to pour in that much of investment. In

addition to the initial investment, to combat e tailing, expenditure has to be

incurred on technological side. This makes the retail projects less attractive for



15/66

the individual players. .

CONSUMER MINDSET TOWARDS DISCOUNT STORES: .

In India the concept of discount stores like Wall-Mart, at which genuine, defect

free international brands are available at 50% discount, is yet to catch on. Still,

the major section of customers is conservative and choosy and prefers to go to a

known retail shop than opt for a discount store. Very few discount stores like

SM2, Mumbai are at present operational. Its reach is confined to major cities.

Breaking the conventional mindset of the Indian consumers that discount stores

do not sell inferior goods will take some time. .

RURAL MARKET- HOW TO PENETRATE? .

Penetration into the rural market is what big retailers have to concentrate on for

growth. Attracting rural markets will be different from that of the urban market.

For example, detergent cakes are preferred to powder and coconut oil in bottle

to sachets in the rural areas. The rural consumer are different from the urban

consumers as they are more price sensitive and their quantity of consumptionwould be less as their share of wallet for shopping along with entertainment is

delineated. Food and agricultural inputs dominate the rural consumers list and

whatever is left would be used to fulfill aspiration needs. Customers in the rural

area are not urbanites without money. He has a distinct identity and value

system. One more challenge in the rural market is that shopping habits vary

according to seasons. During harvest time, the spending of a rural consumerincreases compares to other times. However, penetration of television,

increasing literacy levels, mobility between rural and urban areas and

telecommunication (STD Services) have increased their awareness towards

branded products and entertainment. Customized retail shops would be a big

success in the rural areas too if the right strategies are adopted.



16/66

E TAILING . .

the retailing community has accepted and realized the fact that the consumers

want to choose between the variety of brand and value for money is their

topmost priority. The big retailers have to deliver a consistent branded

experience. Crossroads in Mumbai is an endeavor to achieve the same, though

its target segments the upper and upper middle class. Technology has made a

difference in retailing also. E tailing (through internet) is considered to be

eroding the store retailing slowly. Is it the real picture? With the concept of B2C

(Business to Consumer Transactions over internet) coming up at a fast pace, an

intimate two-way access is emerging between the retailer and the customers.

Customized products are offered to the customers. For instance while one buys

a book through Amazon.com, a synopsis of the book, its reviews, its prominent

readers and other books of the same author are some of the information

provided to the customers. Within minutes of placing an order, one gets a

confirmation thus saving time and satisfying the customer. The penetration level

of the internet is increasing at a pace that the reach would be equivalent to whattelevision took about 40 years and that cable about 15 years.

In online services and the web, the retailers seek out the customers unlike the

traditional model where the customer goes to the store and locates the product.

The busy life-style of the consumers in this hectic era tilts the preference needle

towards the online retail model. However, B2C success depends on thebehavioral and attitudinal changes in customers. First, the customers have to be

familiar with Internet and have to be informed about buying on the net. Then,

the customers have to build the mentality to trust the e-sellers and be convinced

on the products quality. The KSA customer 2000 study showed that only 1%

has ever used net shopping though 40% are aware of it. However, 10% of the

representatives do not trust the quality in net shopping. These shows e tailing

(stand-alone) has a long way to go in India. The major advantage of the retailers



17/66

in India is that, most of the products operate on the push factor than pull factor.

In order to popularize their products the manufacturers have to attract the

customers to feel the products, physical existence and this is enabled by the

retailers. Instead of viewing e-commerce as a threat for retailing the big retailers

can embrace technology and provide value added and personalized services to

the customers. In the recent times, companies like ARCHIES have used

technology to their advertisement and increased their sales. By promoting,

Fathers day, mothers, sisters, friendship, valentines, and even egg and Love at

first sight days; Archies has been successful in pulling crowd in their galleries

all over India. .

The big retailers can learn the lesson from Archies. A recent KSA Techno park

survey finding showed that Apparels and Consumer durables occupy the top

slot in priority for shopping in India. Apparels and Consumer durables and for

that matter even footwear are those products which gives satisfaction when you

feel it. How can the big retailers use technology in this? Technology is soflexible that it can coexist with business anywhere. The big retailers have to

have their websites to combat the competition from e tailing. For instance for

clothing, the big retailers can show the variety and design offered by them

through the net. A virtual experience can be provided and the customer can have

n option whether to visit the shop or shop from home. If the virtual round

through the shop is irresistible, the customer will definitely come to the shop foran experience at least. Thus, in this era of Information Technology store and

retailers have to become technology savvy to satisfy customer preferences. The

consumer mercantile activities grouped into three phases, pre-purchase

preparation, purchase consummation and post-purchase interaction have to be

properly incorporated with technology. .

The Future .



18/66

The retail industry in India is currently growing at a great pace and is expected

to go up to US$ 833 billion by the year 2013. It is further expected to reach US$

1.3 trillion by the year 2018 at a CAGR of 10%. As the country has a high

growth rates, the consumer spending has also gone up and is expected to go up

further in the future. In the last four year, the consumer spending in India

climbed up to 75%. As a result, the India retail industry is expected to grow

further in the future days. By the year 2013, the organized sector is also

expected to grow at a CAGR of 40%.

Retailing & the marketing mix: .

Customers are first introduced to the product at the retail store. Organizations

sell their products & services through these retail outlets & get feedback on the

performance of their products & customers expectations about them.

Retail stores serve as communication hubs for customers. Commonly known as

the point of sale (POS) or the point of purchase (POP), retail stores transmit

information to the customers through advertisement & displays. Hence, the role

of retailing INH the marketing mix is very significant. .

Retail Marketing Mix: .

The retail marketing mix consists of the following elements:

PRODUCT OFFERINGS: this refers to the product mix that the store retails for

customers after a careful study of what their needs & wants are. By matching

customer preferences with an assortment of merchandise offered within the

stores categories, the retailer gets an ideal basket size per customer. The basket

size contains the mix of items a customer buys during a visit.

PLACE: This is the location of the store & its catchments boundaries. The key

to optimizing the element of place in the marketing mix is to undertake local

marketing efforts besides the national marketing plan. Determining the market



19/66

share of the store in the catchments area gives an indication of its performance

& efficiency. .

PRICE: Price is an important element in the marketing mix as customers are

very price-sensitive. Pricing is of different kinds: :

maximum Retail Pricing .

Promotional Pricing .

Loss Leader Pricing .

Price Bundling .

Old Pricing .

Everyday Low Pricing .

Differentiation by a distinctive offering of merchandise can also be done

through an effective pricing strategy. Pricing does a great deal for the retailer.

For instance, the retail store may be able to increase its footballs with a leader

pricing strategy or it may provide value for customers with a loss leader pricing

strategy. Loss leader pricing means selling merchandise or some of themerchandise at cost or near cost for promotional purpose to attract customers &

establish a Low-price reputation. Developing the pricing strategy, hence, is

critical to retail organization. It may have a high, medium or low pricing

strategy.

HIGH MEDIUM LOW .

HIGH Premium strategy High-value strategy Super-value strategy

MEDIUM Over-charging strategy Medium-value strategy Good-value strategy

LOW Rip-off strategy False economy strategy Economy strategy

PROMOTIONS & EVENTS: This help the store to achieve its short-term goals.

Promotions may be price-led or occasion-led, in which case special

merchandise is offered by the store only for the occasion (eg. Dandiya). Most

retail organization run promotions during festival like Diwali, Christmas, NewYear, Valentine s Day, Id, & so on.



20/66

.

Sometimes promotions are driven by brands in cooperation with the retailer.

Retail events are gaining significance in India with retailers preferring them to

direct price-offs. However, if run very frequently promotions may prove

detrimental to the image & positioning of the store.

PEOPLE: There are two kinds of people as far as the retail marketing mix is

concerned people to serve (customers) & people that serve (employees). It is

customer who determines whether the retail store is selling the right products &

services. People that serve the organization are the ambassadors or the face of

the retail store. Achieve excellent delivery standards-which go hand-in-hand

with the image & positioning of the store-can only if the staff is trained well.

PRESENTATION: Presentation is the way products & services are grouped &

presented in retail store. Such presentation should conform to the stores

positioning & customers profile. For instance, a boutique selling designer

garments needs to present its merchandise in exclusive splendour- it cannot use

ordinary furniture & fixtures. Attending on customers in the boutique ought tobe done on a very personal basis, as a mass approach will turn them away.

THE RETAIL STRATEGY MIX: :

Comprises of four aspects: .

1 Merchandise management .

2 Business location .

3 Retail Pricing .4 Promotional strategy .

MERCHANDISE MANAGEMENT: .

Merchandising consists of the activities involved in a retailers buying goods &

services and making them available for sale. .



21/66

PROCESS FOR IMPLEMENTING MERCHANDISE PLANS:

1.Information is gathered about target market needs and prospective suppliers.

2. The retailer chooses firm owned, outside, regularly used and/or new supply

sources of merchandise. .

3 The merchandise under consideration is evaluated through inspection,

sampling and/or description. .

4. Purchase terms are set. They may have to be negotiated in their entirety or

through uniform contracts. .

5.The purchase conclusion is made-manually or automatically.

6.Merchandise handling decisions are taken relating to receiving & storing,

price & inventory marking, displays; pilferage control etc. .

7.Reordering decisions are made. .

8.Re-evaluation of merchandising plans takes place

BUSINESS LOCATION: .

The choice of location is crucial because of the complex decision making

involved, high costs, immobility after site selection and its possible impact on

the retailer strategy. The selection of store location consists of four steps:

a) Trading area analysis: .

A Trading area is a geographical area from which a retailer draws customers.

Trading areas may be delineated by using trend analysis, consumer surveys,

Reillys law of retail gravitation and Huffs law of shopper attraction

b) Determining desirable location: .

There are 3 basic location types to choose from:

1. The isolated store. .

2. The unplanned business district .

3 The planned shopping center .

c) General site for the business: .



22/66

First, the specific form of isolated store is decided. Then, the general location is

picked say a particular street, colony or shopping center.

d) Specific site selection: .

For this purpose, factors like traffic, parking facilities, transport, attributes of

the site, and terms of occupancy should be considered. An overall rating is then

computed for each location and site, and the best is picked.

RETAIL PRICING: .

Pricing is a crucial strategic variable due to its direct relation with a firms goals

and its interaction with other retailing elements. A pricing strategy must be

consistent with the retailers overall image, sales, profit and ROI goals.

Pricing strategy: .

A retail price strategy has five steps: objectives, policy, strategy,

implementation and adjustments. .

RETAIL PROMOTION: .

Is broadly defined as any communication by a retailer that informs, persuades,and/or reminds the target market about any aspect of that firm. Advertising,

P.R., personal selling and sales promotion are the 4 elements of promotion.

Steps in planning a promotion strategy: .

1. Goals are stated in specific and measurable terms. Positive word of mouth

(WOM) is an important long-term goal. .2 .An overall promotion budget is set based on one of these techniques: all you

can afford incremental, competitive parity, etc. .

3 The promotional mix is outlined, based on the firms budget, the type of

retailing involved, the coverage of the media, and the hierarchy of effects.

4 The promotional mix is enacted. Included are decisions involving specific

media, promotional timing, message content, sales force composition, particular

sales-promotion tools, and the responsibility for coordination?



23/66

5 The retailer systematically reviews and adjusts the promotional plan,

consistent with its preset goals.

INDIAS LARGE RETAILERS .

Company Turnover

(in Rs crores) Outlets Space (in sq ft) Expansion Plans (to be achieved by 2002)

RPG 156 27 Food World

2 Music World

4 Spencers

outlets 200 000 50 Food World

8 Music World

18 Health & Glow outlets for total turnover of 23.75 crores per month

Shoppers Stop 130 1 each in Mumbai, Bangalore, Hyderabad,

Delhi, Raipur 100 000 15 17 outlets if FIPB approves Foreign Equity

Vive & Co 90 8 in Chennai

3 in Bangalore

1 in Salem 100 000 10 stores in Chennai and Bangalore

7 in Hyderabad, Vishakhapatnam & Vijayawada

Nilgiris 76 17 Supermarkets

14 Cake shops 80 000 4 outlets

30% growth in terms of turnover

289 stores by 2007

Pantaloon 60 12 stores

40 franchises 90 000 11 superstores

NANZ 40 15 Supermarkets 70 100 N.A

Vita 25 11 Departmental Stores 50 000 25 outlets

100 crores turnover

Crossword 16 Bookstores in Ahmadabad,Delhi,



24/66

Mumbai, Pane

Goa, Nasik 27 000 25 stores

Landmark N.A 1 in Chennai and Coimbatore 18 000 Plans to open Mall in

Calcutta with Emma

Kemp Chain of Stores N.A 2 stores in Bangalore 125 000 Kemp City retailing

cum entertainment development, over 200 acres

Charge Din N.A Mumbai store 10 000 Will remain single location store

REVIEW OF LITERATURE



25/66

Review of literature gives the guidelines from the past researchers and provides

a foundation to the theoretical framework for present investigation. The review

of past literature makes the investigator to get an insight into the methods and

procedures to be followed. Since the available literatures relevant to the

objectives of the present study are rather limited, the literature on the related

subject has been reviewed and highlighted under the following headings:

July- December 2007 .

Paper Title: The Role of Point of Purchase in Shopping Behavior in An

Emerging Market-The Indian Context. .

Author(s): S. Ramesh Kumar, Rajeev Ravi, Jeevish Jain

As India moves into modern retailing with several changes with regard to its

markets, bands and consumers there are unique challenges that a multinational

company entering India has to cope up with, whether it is a fast moving

consumer goods (FMCG) company or a multinational retail chain like Tesco or

Wal-Mart. There are unique retailing aspects that need to be studied in detail by

these companies. While the world over the retail density (number of shops per1000 consumers) is on the decline, the retail density in India is on the increase.

This is because of the fact that small neighborhood shops called kirana shops

about eleven million in India. They have been a part of the Indian shopping

culture for several decades and even toady organized retailing (modern retail

outlets) contribute just 2-3% of the total retail sale in the country. Point of

Purchase (POP) materials are used both by kirana shops and by organizedsupermarket retail outlets. This study investigates the impact of POP materials

on kirana shop purchases and the purchases of consumers from supermarkets.

Given the importance of POP material on the purchase of FMCG purchases, the

authors feel that this study will be useful to bridge the gap between theory and

practice and will provide valuable insights to managers involved in retailing.

Paper Title: An Exploratory Study of Consumer Preferences for Retail

Store Selection in Mumbai .



26/66

Author(s) : Sanjeev Verma .

With the entry of new entrants like Pantaloon, Reliance, Trent and Bharti-Wal-

Mart in the organized retail market, the pressure is forcing retailers to work out

strategies that will help them emerge unscathed from the upcoming cutthroat

competition. In such intense competitive environment, retailing business is

greatly affected by the patronage behavior of consumers. Understanding factors

affecting consumer preferences for retail store selection can assist retailers in

developing appropriate marketing strategies towards meeting the needs and

wants of consumers. This study examines the linkage between consumer

preferences and the importance of some salient store attributes. Strategic

implications of such preferences are also discussed.

Paper Title: Information Technology Intervention in Retail: Global

Approach

Author(s): Sambit Kumar Mishra .

the starting point for this research is some of the changing conditions for

sourcing products in fast moving consumer goods industries. We are seeingincreasing internationalization and more and more information available for

retailers through IT to support how buying is performed. Still, much of the

research on retail buying focuses on one part of the process, i.e. the buying

decision, rather than the process as such. This focus will tend to give a quite

narrow perspective. Instead, this research focuses overall process that is

involved when retailers source products. A conceptual framework, building onexisting literature on retail buying as well as literature from other disciplines is

presented. In total fifteen propositions are developed concerning how retail,

buying processes may be structured under different condition, how information

may be used during the process and how IT could enter into the process. The

paper ends with some suggestions for empirically testing the different

propositions and some general conclusions.



27/66

Paper Title: Strategic Placement of Organized Retail Formats in Potential

Markets A Critical Analysis .

Author(s): An M Sakkthivel .

Indian organized retailing is witnessing a considerable momentum. It is evident

from the entry of leading domestic business houses and global retail giants in to

this growing segment. The buoyancy in consumers spending power and

increasing disposable income makes this segment very lucrative. The

conglomerates are investing billions in setting up back end and front-end

operations. The conglomerates are adopting different retail formats suit to their

operations and ensure their reach. However, the buzz of organized retailing is

still hovering in metros and tier 1 cities. Each conglomerate adopts a unique

retail format in order to position their entity and communicate to their target

segment. Yet, none of the conglomerates could come out with the tested retail

formats and decide on the potential locations beyond metros and tier 1 cities.

Hence, this paper aims at addressing the issues related to the strategic placement

of appropriate retail formats in the potential markets. It also highlights thedifferent retail formats, immediate potential markets, categorization of potential

markets and mapping of the retail formats to the respective markets.

Paper Title: Rural Retail and Infrastructure Constraints in India

Author(s): Amir Ullah Khan .

Rural India is at the centre-stage of all retail growth in the future. However, it

continues to suffer from lack of basic infrastructure. Caught in the vicious

poverty-cycle, rural India, in absence of adequate infrastructure, rural India

finds it difficult to undertake activities that can accelerate economic growth.

Home to close to 69 per cent of Indias total population, rural India faces the

daunting task of providing sustainable income and employment opportunities to

a major section of the population, especially the lower-income households. In

absence of infrastructure facilities, there is lack of market-access to rural



28/66

population, slow growth in organized retail and thus, limited livelihood

opportunities, stagnation in agriculture and aggravation of rural poverty levels.

Absence of infrastructure also makes rural markets fragmented, characterized

by high costs of transactions and high information asymmetry

Paper Title: Changing Consumer Behavior and Emerging Challenges to

the Retail Trade In India .

Author(s): C S Venkata Ratnam .

the sustained and rapid growth of China and India, which together provide

home to over a fifth of the humanity, are creating a tremendous surge in

consumerism on a scale, which is unprecedented. Both the countries are

attractive destinations for investment and production as well as sales and

marketing. Yet, EIU Survey on corporate priorities for 2007 and beyond suggest

that more than a quarter of the CEOs believe that lack of customer insight is a

barrier to growth in the emerging economies: Although the differences

between the developed and developing worlds are eroding, the survey makes it

clear that they are still very distinct business landscapes. In the developed

markets, executives point to high labor costs and saturated markets as the

critical challenges. Innovation is a priority respondents primarily look to drive

revenue growth by selling new products to existing customers. In emerging

markets, by contrast, the headaches are quite different. Labor costs are low and

markets are largely untapped. Executives are focused instead on managing

shortages of local talent and plan to grow mainly by selling existing products to

new customers.

Research methodology



29/66

Objective of the study:

The main objective of the study is to critically analyze and interpret the

customer preference towards service rendered by Retail outlet.

1) The aim of research paper is to know the satisfaction level of customers

towards the service rendered by Retail outlet.

2) To know the relationship between the service quality and revisit of

customer for repeat purchase in modern trade.

3) To know the relationship between the income and frequency of visit.

Hypothesis:

Ho: There is a significance relationship between satisfaction level of customers

and service rendered by modern retail outlet.

Ho: There is a significance relationship in satisfaction level of customers on

service quality rendered by modern retail and repeat purchase.

Importance of the study

Customer service is the overall activity of identifying and satisfying customer

needs. The term is used in three different ways: .

1. As a contrast to 'products'. Products are tangible things. Services areintangible things like a taxi journey, a haircut, or advice on insurance.

2. As an extra you get when you buy a product. You buy a plasma screen TV

and the shop will 'service' it for you - that is, it will make sure the TV will

continue to work well. .

3. As an overall description of the desired relationship between a supplier and a

http://www.thetimes100.co.uk/theory/theory--customer-service--279.phphttp://www.thetimes100.co.uk/theory/theory--customer-service--279.php


30/66

customer. 'Service' in this sense is based on the premise that every commercial

transaction is a service.

Customer service includes all aspects of a customer\'s experience in dealing

with an organization. In terms of business strategy it represents an overall

description of the desired relationship between the producer and the customer.

The word \'service\' in this sense is based on the premise that every commercial

transaction is a service. .

When a customer visits a local retailer to buy furniture they are able to benefit

in some cases from the additional service of having the furniture installed for

them. At the same time hopefully they will get a good \'service\' from the

retailer, who will be happy to help them with advice about the properties of

different types of furniture, repayment terms and delivery.

If an oil company assumed that, the function of its retail network was simply to

sell petrol and lubricants it would quickly lose business to competitors. Its real

function is to supply a \'customer service\' in its case the service of enjoyable,

trouble-free motoring. .Customer service is one of the most important ingredients of the marketing mix

for products and services. High quality customer service adds value and helps to

create customer loyalty. Customers today are not only interested in the product

they are being offered but all the additional elements of service that they

receive: from the greeting they receive when they enter a retail outlet, to the

refund and help that they receive when they have a complaint about a faultyproduct that they have paid for.

In the age of intense competition, a retail organization, however big or small is

concerned with the image that its stores carry in the minds of the consumers.

This image is largely influenced by the service provided by the store and the

experiences of the customers. A satisfied customer is bound to tell others about

his experiences as will a dissatisfied customer. Word of mouth publicity is

many times more effective than advertising. Positive word of mouth is the best



31/66

advocate for the store while negative word of mouth can result in disaster.

The level of customer service offered depends on the type of product sold and

the type of retail outlet itself. In order to determine the service levels required

by the retailer, he needs to understand his target audience their needs and

lifestyles. FMCG products and groceries are categories, which require little in

store service. Consumer in modern supermarkets prefers to go through various

brands, compare prices and offers and then arrive at a decision. The quality of

the product and a fair price is often the prerequisite for such stores.

Dissatisfaction with product quality and /or price may result in customer

dissatisfaction and may force the consumer to go back to his neighborhood

bania who not only offers free home delivery, but also credit facilities.

On the other hand, in the case of a specialty store dealing in expensive jewelry,

fashion apparel, furniture, expensive watches etc the concept of service changes

completely. here, each individual customer will want attention and will have

certain expectations of service, due to the price that he is willing to pay for theproduct. The salesperson very often, acts as a counselor and advises the

customer on the purchase. This is also true in case of multi brand outlets that

deal in consumer durables. Many a times the reputation of the store and the

service offered becomes an important criterion for the consumer to select such

stores for making his purchase.

Scope of the study:

The study covers customer preference towards Retail outlet by analyzing and

interpreting to arrive at the conclusion, information provided by sources of

Data.



32/66

Area of the study:

The study was conducted on the title consumer preference towards

service rendered by Retail outlet. This study forces on marketing and it is

conducted in SRSMN Government First Grade College and PG study center,

Barkur and Barkur surroundings, Uchila, Udupi, Mangalore and Bangalore.

Period of study:

The study of consumer preference towards rendered by Retail outlet focuses in the

academic year 2010-11

Sample size:

A study on consumer preference towards service rendererd by Retail

outlet conducted by taking fifty sample size.

SAMPLING DESIGN

To fulfill the objectives related to the retail outlet operations of the study, a

multistage Random sampling technique was employed. In this research I

covered area namely Barkur, Mangalore,Uchila,Udupi for the study, since

majority of modern retailing formats like supermarkets are existing in these

cities and it is one of the rapidly growing cities in terms of urbanization, income

and organized retailing with local food marketers as they are converting

unorganized retail outlets into organized form because of strong demand for

convenience products; and better educated consumers concerned about health,

nutrition, food safety, and the environment.

NATURE AND SOURCES OF DATA

The detailed information required for the study was collected from both primary

and secondary sources in order to accomplish various objectives of the study

and are illustrated with their heads as follows.



33/66

A) PRIMARY DATA

Primary data were collected with the help of well structured and pre tested

Questionnaire.

Data were collected from the respective consumers of retail outlets.

The data from 50 consumers pertaining to (i) general information from

individual respondents on their socio-economic factors like age, education,

occupation, income, family, etc., (ii) frequency of purchase of products,.

B) SECONDARY DATA

The secondary data is collected from Books, Journals, and websites.

Limitations of the study

The study was purely based on the data collected from the consumers of the

Retail outlets. Therefore, the investigation was confronted with various

drawbacks in ascertaining the accurate data.

1) The study on consumer preference towards service rendered by retail

outlet. Based on the expression made in the questionnaire opinion is

collected. It may not be scientific in measurement.

2) The data, which is collected, may be biased.

3) The study is made by using percentage analysis method due to the lack

of time & it is considered as qualitative data analysis study.

4) The respondents may not disclose accurate information because of

some kind of fear.

5) Sample size is restricted to 50 only, which were very less accurate to

total population.

6) The responses given by respondents were not always accurate because

the respondents gave the response accurate to their understanding.

7) Survey is a time consuming process but the time to collect the data for

research is very less.



34/66

Chapter classification:

Chapter 1. Introduction towards Retail outlet.

Chapter 2. Review of Literature.

Chapter 3. Presents the research design where the need, objectives,

Scope of the study, hypotheses, sources of information,

Sample selection, sample size, sample profile and

Limitations of the study are stated.

Chapter 4 Contains the data analysis and the interpretation of the

Data.

Chapter 5. States the findings, summery and conclusions of our

Study.



35/66

DATA ANALYSIS AND INTERPRETATIONS

Table No a .1: Sex

Sex Frequency Percentage

Male 50 50

Female 50 50

Total 100 100

Figure No. A: Sex

Sex

Male

Female

From the above figure, it seems that 50 percent of the respondents are Male, 50

percent of the respondents are female.



36/66

Table No A.2: Age

Age Frequency Percentage

Below 25 16 32

25-35 20 40

35-45 8 16

Above 45 6 12

Total 50 100

Figure No. A.2: Age

010

20

30

40

50

Below

25

25-35 35-45 Above

45

Frequency

Percentage

From the above figure, it seems that 32 percent of the respondents are below the

age of 25 years, 40 percent of the respondents are between the ages of 25-35, 16

percent of the respondent is between the age of 35-45years and only 12 percent

of the respondents are above the age of 45 years.

Table No.A.3: Residual Status



37/66

Residual Status Frequency Percentage

Urban 9 18

Semi urban 15 30

Rural 15 30

Village 11 22

Total 50 100

Figure No.A.3: Residual Status

0

5

10

1520

25

30

35

Urban Semi

urban

Rural Village

FrequencyPercentage

From the above figure, it seems that 18 percent of the respondents are from

urban area, 30 percent of the respondents are from Semi urban area, 30 percent

of the respondent is from rural area and 22 percent of the respondents are from

village.

Table No.A.4: Marital Status



38/66

Marital Status Frequency Percentage

Married 26 52

Unmarried 24 48

Total 50 100

Figure No.A.4: Marital Status

Marital Status

Married

Unmarried

From the above figure, it seems that 52 percent of the respondents are married,

48 percent of the respondent are respondents are unmarried.

Table No.A.5: Occupation

Occupation Frequency Percentage



39/66

Student 12 24

Businessmen 9 18

Profession 18 36

Any other 11 22

Total 50 100

Figure No.A.5: Occupation

0

10

20

30

40

Student

Businessmen

Profession

Anyother

Frequency

Percentage

From the above figure, it seems that 24 percent of the respondents are students,

18 percent of the respondent are respondents are Businessmen,

36 percents of the respondents are professions, 22 percents of the respondents

are from other occupation.

Table No.A.6: Income

Income Frequency Percentage

Below 15,000 21 42

15,000-25000 4 8

25,000-50,000 10 20Above50,000 15 30



40/66

Total 50 100

Figure No.A.6: Income

0

5

10

15

20

25

30

35

40

45

Below

15,000-

25,000-

Above50,000

Frequency

Percentage

From the above figure it seems that 42 percent of the respondents are below

15000 income group, 8 percent of the respondent are from 15000-25000 income

group, 20 percents of the respondents are from 25000-50000 income group 30

percents of the respondents are above 50000 income group.

Table No.B.4.1

Satisfaction of service provided by Retail

outlet

Frequency Percentage

Yes 44 88

No 6 12

Total 5o 100



41/66

Figure No.B.4.1

Satisfaction of serviceprovided

by modern retail

Yes

No

From the above diagram, it seems that 88 percent of the respondents said

that they are satisfied with the service provided by retail outlets, 12 percent of

the respondents says that they are not satisfied with the service provided by

retail outlet

Therefore the null hypothesis H0: There is a significance

relationship between satisfaction level of customers and services provided

by retail outlet are accepted.

Table No.B.4.2

Purchase made in same store Frequency Percentage

Yes 40 80

No 10 20

Table 50 100

Figure No.B.4.2



42/66

Purchase made in same store

Yes

No

From the above diagram it seems that 80 percent of the respondents says

that they are like to revisit for purchase in same store because they are satisfied

with the service provided by retail outlet, 20 percent of the respondents says that

they are not satisfied with the service provided by retail outlet and hence they

dont like to revisit for purchase in same store,


relationship between satisfaction level of customers on service quality

rendered by modern retail outlet and repeat purchases are accepted.

Table No.B.4.3

Frequency of shopping at Retail outlet Frequency Percentage

Weekly 15 30

Twice in a week 2 4

Fortnightly 11 22

Monthly 22 44



43/66

Total 50 100

Figure No.B.4.3

Frequency of shopping at Retail

outlet

0%20%40%60%

Weekly

Twicein

aweek

Fortnigh

tly

Monthly

Percentage

From the above diagram it seems that 30 percent of the respondents says that

they shop at the retail out let Weekly, 4 percent of the respondents says that they

shop at the retail outlet twice in a week, 22 percent of the respondents says that

they visit retail outlet fortnightly and the remaining 44 percent of the

respondents says that they visit retail outlet Monthly.

Table No.B.4.4

News paper used regularly Frequency Percentage

Times of India 07 14

Business line 05 10

Udayavani 35 70

Other 03 06

Total 50 100



44/66

Figure No.B.4.4

News papers used Regularly

0%20%40%60%80%

Timesof

India

Business

line

Udayavani

Other

Percentage


they read Times of India news paper regularly, 10 percent of the respondents

says that they read Business line news paper regularly, 70 percent of the

respondents says that Udayavani news paper regularly and the remaining 6

percent of the respondents says that they read Other than mentioned news paper

like Vijay Karnataka, The Hindu etc.

Table No.B.4.5

Important during purchase Frequency Percentage

Quality 41 82

Price 05 10

Selection 04 8

Other 00 0

Total 50 100

Figure No.B.4.5



45/66

0%

50%

100%

Quality Selection

Important during purchse

Percentage

From the above diagram it seem that 82 percent of the respondents says for

them Quality of the product is important during purchase, 10 percent of the

respondents says that they see price of the product while purchase the product, 8

percent of the respondents says that for them selection is important during the

purchase and the remaining 0 percent of the respondents says that they see

during the purchase other things like friends influence, fashion etc.

Table No.B.4.6

Favorite day to shop Frequency Percentage

Yes 46 92

No 04 08

Total 50 100

Figure No.B.4.6



46/66

From the above diagram it seems that 92 percent of the respondents said

that they are having special day to shop in that 90% of the respondent like to

purchase on Sunday, 8 percent of the respondents said that they do not have any

special day to shop.

Table No.B.4.7

Satisfaction with the

hours the Retail shops

are open


Yes 46 92

No 04 08

Total 50 100

Figure no.B.4.7


Favorite day to shop

Yes

No


47/66

Satisfaction with the Hours that

Retail outlets are open

Yes

No

From the above diagram, it seems that 92 percent of the respondents says that

they are satisfied with the hour that retail shops are open, 8 percent of the

respondents says that they are not satisfied with that.

Table No.B.4.8

People develop strong

brand loyalty


Yes 44 88

No 06 12

Total 50 100

Figure No.B.4.8



48/66

People develop strong brand

loyalty

Yes

No

From the above diagram, it seems that 88 percent of the respondents saiys

that usually people develop strong brand loyalty, 12 percent of the respondents

are negative opinion for this statement.

Table No.B.4.9

Awareness of Retail outlet Frequency Percentage

Mail received at your home

01 02

Radio 04 08

T.V 41 82

Other 04 08

Total 50 100

Figure No.B.4.9



49/66

Awarness of Retail outlet

0%20%40%

60%80%

100%

Mail

received

atyour

T.V

Percentage


they are aware of Retail out let because of the Mail received at their home, 8

percent of the respondents says that they aware because of Radio, 82 percent of

the respondents says that they aware because of T.V and the remaining 8

percent of the respondents says that they aware because of other mode like

News paper, Friends etc.

Table No.B4.10

Availability of quality

of merchandise


Very Good 07 14

Acceptability 28 56

Good 15 30

Below standard 00 00

Total 50 100

Figure No.B4.10



50/66

Availability of quality of

merchandise

0%20%40%60%

Very

good

Accepta

bility

Good

Belowrd

standard

Percentage


availability of quality of merchandise in Retail outlet are very good, 56 percent

of the respondents says that availability of quality of merchandise is acceptable

and remaining 30 percent of the respondents says that is good.

Table No.B.4.11

Selection and variety of merchandise Frequency Percentage

Very Good 07 14

Acceptability 14 28

Good 27 54


Total 50 100

Figure No.B.4.11



51/66

Selection and quality of

merchandise

0%20%40%60%

Very

good

Accepta

bility

Good

Belowrd

standard

Percentage


selection and variety of Merchandise is availability of quality of merchandise in

Retail outlet is very good, 28 percent of the respondents says that selection and

variety of Merchandise is availability of quality of merchandise is acceptable,

54 percent of the respondents says that selection and variety of Merchandise

are good and remaining 4 percent of the respondent says that selection and

variety of Merchandise is below standard.

Table No.4.12

Price appeal Frequency Percentage

Very Good 05 10

Acceptability 26 52

Good 17 34


Total 50 100

Figure No.4.12



52/66

Price appeal

0%20%

40%60%

Verygood

Acceptabil

ity G

ood

Belowrd

standard

Percentage

From the above diagram, it seems that 10 percent of the respondents said that

Price appeal in Retail outlet is very good, 52 percent of the respondents says

Price appeal in Retail outlet is acceptable, 34 percent of the respondents says

that Price appeal in Retail outlet good and remaining 4 percent of the

respondent said that Price appeal in Retail outlet is below standard.

Table No.B.4.13

Sales clerk service in Retail outlet Frequency Percentage

Very Good 10 20

Acceptability 21 42

Good 19 38


Total 50 100

Figure No.B.4.13



53/66

Sales clerk service in retail outlet

0%10%

20%30%40%50%

Verygood

Acceptabil

ity G

ood

Belowrd

standard

Percentage


sales clerk service in Retail outlet is very good, 42 percent of the respondents

said sales clerk service in Retail outlet is acceptable and remaining 38 percent

of the respondents said that sales clerk service in Retail outlet is good.

Table No.B.4.14

Parking availability Frequency Percentage

Very Good 07 14

Acceptability 20 40

Good 17 34


Total 50 100

Figure No.B.4.14



54/66

Parking availability

0%10%

20%30%40%50%

Verygood

Acceptabil

ity G

ood

Belowrd

standard

Percentage


parking availability in Retail outlet is very good, 40 percent of the respondents

said parking availability in Retail outlet is acceptable, 34 percent of the

respondents says that parking availability in Retail outlet good and remaining

12 percent of the respondent says that parking availability in Retail outlet is

below standard.

Table No.B.4.15

Access routes Frequency Percentage

Very Good 14 28

Acceptability 15 30

Good 20 40


Total 50 100

Figure No.B.4.15



55/66

Access Routes

0%5%

10%15%20%25%

Verygood

Acceptabil

ity G

ood

Belowrd

standard

Percentage


access routes to Retail outlet is very good, 30 percent of the respondents says

access routes to Retail outlet is acceptable, 40 percent of the respondents says

that access routes to Retail outlet is good and remaining 2 percent of the

respondent says that access routes to Retail outlet is below standard.

Table No.B.4.16

Satisfaction with

returns and adjustment Frequency Percentage

Very Good 10 20

Acceptability 23 46

Good 17 34


Total 50 100

Figure No.B.4.16



56/66

Satisfaction with returns and

adjustments

0%20%40%60%

Very

good

Accepta

bility

Good

Belowrd

standard

Percentage


satisfaction with returns and adjustment is very good, 46 percent of the

respondents said satisfaction with returns and adjustment is acceptable,

remaining 34 percent of the respondents says that satisfaction with returns and

adjustment is good

Table No.B.4.17

Retail outlet Events Frequency Percentage

Very Good 11 22

Acceptability 16 32

Good 23 46


Total 50 100

Figure No.B.4.17



57/66

Retail outlet Events

0%10%

20%30%40%50%

Verygood

Acceptabil

ity G

ood

Belowrd

standard

Percentage

From the above diagram, it seems that 22 percent of the respondents say that

Retail outlet Event is very good, 32 percent of the respondents said Retail outlet

Event is acceptable, and remaining 46 percent of the respondents says that

Retail outlet Event is good.

Table No.B.4.18

Educational attainment

influence on Buying

habits


Yes 41 82

No 09 18

Total 50 100

Figure No.B.4.18



58/66

Educational attainment influence on buying habit

Yes

No


Educational attainment influence on buying habit and remaining 18 percent of

the respondents says that Educational attainment influence on buying habit.

Table No.B.4.19

Fascinates of shopping

in Mall Frequency Percentage

Membership card 09 18

Discount mailer 25 50

Parking availability 06 12

Lucky draw offer 10 20

Total 50 100

Figure No.B.4.19



59/66

Fascinates of shopping in Mall

0%

20%

40%

60%

Member

shipcard

Discount

mailer

Parking

availability

Lucky

drawoffer

Percentage


they Fascinates of shopping in Mall because of Membership card, 15 percent of

the respondents said they are Fascinates of shopping in Mall because Discount

mailer, 12 percent of the respondents says that they Fascinates of shopping in

Mall because of Parking availability and remaining 20 percent of the respondent

says that they Fascinates of shopping in Mall because of Lucky draw offer.

Findings and summary:

Fifty percent of the respondents are Male, 50 percent of the respondents

are female.

Thirty two percent of the respondents are below the age of 25 years, 40

percent of the respondents are between the ages of 25-35, 16 percent of

the respondent is between the age of 35-45years and only 12 percent of

the respondents are above the age of 45 years.

Eighteen percent of the respondents are from urban area, 30 percent of

the respondents are from Semi urban area, 30 percent of the respondent is

from rural area and 22 percent of the respondents are from village.

From the above figure, it seems that 52 percent of the respondents are

married, 48 percent of the respondent are respondents are unmarried.

Twenty percent of the respondents are students, 18 percent of the

respondent are respondents are Businessmen,36 percents of the



60/66

respondents are professions, 22 percents of the respondents are from

other occupation From the above figure it seems that 42 percent of the

respondents are below 15000 income group, 8 percent of the respondent

are from 15000-25000 income group, 20 percents of the respondents are

from 25000-50000 income group 30 percents of the respondents are

above 50000 income group.

Eighty eight percent of the respondents said that they are satisfied with

the service provided by retail outlets, 12 percent of the respondents says

that they are not satisfied with the service provided by retail outlet

Therefore the null hypothesis H0: There is a significance relationship

between satisfaction level of customers and services provided by retail

outlet are accepted.

Eighty percent of the respondents says that they are like to revisit for

purchase in same store because they are satisfied with the service

provided by retail outlet, 20 percent of the respondents says that they arenot satisfied with the service provided by retail outlet and hence they





Eighty percent of the respondents says that they are like to revisit for

purchase in same store because they are satisfied with the service

provided by retail outlet, 20 percent of the respondents says that they are

not satisfied with the service provided by retail outlet and hence they




61/66




Fourteen percent of the respondents says that they read Times of India

news paper regularly, 10 percent of the respondents says that they read

Business line news paper regularly, 70 percent of the respondents says

that Udayavani news paper regularly and the remaining 6 percent of the

respondents says that they read Other than mentioned news paper like

Vijay Karnataka, The Hindu etc.

Eighty two percent of the respondents says for them Quality of the

product is important during purchase, 10 percent of the respondents says

that they see price of the product while purchase the product, 8 percent of

the respondents says that for them selection is important during the

purchase and the remaining 0 percent of the respondents says that they

see during the purchase other things like friends influence, fashion etc.

Nighty two percent of the respondents said that they are having specialday to shop in that 90% of the respondent like to purchase on Sunday, 8

percent of the respondents said that they do not have any special day to

shop.

Nighty two percent of the respondents says that they are satisfied with the

hour that retail shops are open, 8 percent of the respondents says that they

main document new

Documents