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A REASEARCH REPORT

ON

A STUDY ON CONSUMER PREFERENCE TOWARDS CHOICE

OF RETAIL OUTLET WITH SPECIAL FOCUS ON GROCERY

ITEMS AT BHILAI & DURG REGION

Submitted in partial fulfilment for the award of the degree

Master of Business Administration

Chhattisgarh Swami Vivekanand Technical University, Bhilai

Submitted by,

R.SARASWATI

MBA Semester 2nd

(Session 2013)

Approved By,

Dr. Souren SarkarHead of the Department

Guided By,

Ms.Smruty Shah

Sr. Asstt. Professor

Shri Shankaracharya Engineering

College

Junwani, Bhilai (C.G.) - 490020


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DECLARATION

I the undersigned solemnly declare that the report of the research work entitled A

study on consumer choice of retail outlet with special focus on grocery items atBhilai and Durg is based on my own work carried out during the course of my study

under the supervision ofMs Smruty Shah.

I assert that the statements made and conclusions drawn are an outcome

of my research work. I further declare that to the best of my knowledge and belief

the report does not contain any part of any work which has been submitted for

the award of MBA degree or any other degree/diploma/certificate in this

University or any other University of India or abroad.

_________________(Signature of the

Candidate)Name R

Saraswati

Enrolment

No:AK5531


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Certificate from supervisor

This is to certify that the work incorporated in the report A study on consumer

choice of retail outlet with special focus on grocery items at Bhilai and

Durgis a record of research work carried out byMs. R.Saraswati bearing Enrollment

No.: AK5531 under my/our guidance and supervision for the part fulfillment for the

award of MBA Degree of Chhattisgarh Swami Vivekanand Technical University, Bhilai

(C.G.), India.

To the best of my knowledge and belief the Report

i) Embodies the work of the candidate him/herself,

ii) Has duly been completed,

iii) Is up to the desired standard both in respect of contents and languagefor external viva.

_________________

(Signature of theSupervisor)


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Acknowledgments

During the course of my project, there are several people who have directly

or indirectly co-operated and guided me whenever and wherever it wasnecessary and shared my hardship.

It is matter of immense pleasure and pride for me to express a deep

sense of gratitude to my project guide Ms Smruty Shah, Sr. Asst. Professor,

SSEC-Bhilai for her valuable co-operation and support at each and every

stage of this project study. I am highly grateful to all faculty members who

helped me.

I am thankful to Dr.Souren Sarkar (HOD, Dept. of Business Administration,

SSEC, Bhilai) for continuing cooperation for our overall growth. My humbleand utmost

sincere thanks go to all my respondents who have devoted their precious

time in filling up the Questionnaire.

I also thank my parents and friends who helped me in successfully

completed this project.


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INDEX

Declaration

Certificate

Acknowledgement

CONTENTS PAGE NO.

Chapter 1. Introduction to the study 1-3

Chapter 2. Literature Review 4-8

Chapter 3. Research Methodology 9-13

Chapter 4. Data Analysis 14-25

Chapter 5. Findings 26-27

Chapter 6. Recommendations 28-29

Chapter 7. Limitations 30-31

Chapter 8. Conclusion 32-33

Chapter 9. References 34-35

Questionnaire Used 36-39


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Chapter 1:

Introduction to the study


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P a g e | 1

Introduction to the study

A: Research Background:

I have conducted a research on the topic Consumer preference towards choice of retail outlet with

special focus on grocery at Bhilai and Durg region .

My research discusses the factors affecting customers relationship marketing practices in organized

retailing in food and grocery sectors in Bhilai and Durg.

It examines about the factors which are affecting customers relationship trust, commitment,

communication and satisfaction towards the customer loyalty. I conducted questionnaire based

research to find out factors which are affecting customer relationships.

B: Contribution:

The retail industry is divided into organized and unorganized sectors. Over 12 million outlets

operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size. Organized
http://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Industry


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retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered

for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains,

and also the privately owned large retail businesses. Unorganized retailing, on the other hand, refers

to the traditional formats of low-cost retailing, for example, the local kirana shops, owner manned

general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc. In

India, a shopkeeper of such kind of shops is usually known as adukandar.

The retailers in India have to learn both the art and science of retailing by closely following

how retailers in other parts of the world are organizing, managing, and coping up with new challenges

in an ever-changing marketplace. Indian retailers must use innovative retail formats to enhance

shopping experience and try to understand the regional variations in consumer attitudes to retailing.

Retail marketing efforts have to improve in the country:

1. Advertising, promotions, and campaigns to attract customers have to be designed and

Executed to build loyalty by identifying regular shoppers and offering benefits to them.

2. Efficient management of high-value customers is vital.

3. Monitoring customer needs constantly must be done with long-term relationships in view.

The above are some of the aspects which Indian retailers need to focus upon on a more proactive

basis.

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Growth Drivers for the Organised Retail are identified over here:

Higher Disposable Income

Growing Working Women population

Adoption of Nuclear Family culture

Baby Boomer Effect

Growth in Urban Population

Robust Outlook towards branded products

Growth in Retail Malls and various other new formats

Plastic Money becoming a greater pie of cedi.

Eight ways to keep customers for life:

1. Every part of the companys marketing effort should be geared towards building lifetime

relationships.

2. People want to do business with friendly people. To have effective relations a friendly attitudemust permeate in the organization.
http://en.wikipedia.org/wiki/Hypermarketshttp://en.wikipedia.org/wiki/Kiranahttp://en.wikipedia.org/wiki/Paanhttp://en.wikipedia.org/wiki/Shopkeeperhttp://en.wikipedia.org/wiki/Shopkeeperhttp://en.wikipedia.org/wiki/Hypermarketshttp://en.wikipedia.org/wiki/Kiranahttp://en.wikipedia.org/wiki/Paanhttp://en.wikipedia.org/wiki/Shopkeeper


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3. Information technology developments should be positively used to serve the customers.

4. The company should always be flexible to bend its rules and procedures in the clients favor.

5. The company should communicate with its customers even when it is not trying to sell

something.

6. The company can communicate and develop stronger customer bonding by providing financial

and social benefits.

7. The company should try to know all its customers including their lifestyles, hobbies, likes and

dislikes etc.

8. The company should make it a point to deliver more than what is promised.

P a g e | 3


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Chapter 2:

Literature Review

P a g e | 4

Literature Review


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Indian unorganized retail sector & its challenge

India is the only one country having the highest shop density in the world, with 11

outlets per 1000 people (12 million retail shops for about 209 million households). Rather we

can see the democratic scenario in Indian Retail (because of low level of centralization, low

capital input and due to a good number of self organized retail).India started its Retail

Journey since ancient time .In Ancient India there was a concept of weekly HAAT, where all

the buyers & sellers gather in a big market for bartering. It takes a pretty long times to & step

to shape the modern retail. In between these two concepts (i.e. between ancient retail

concept & the modern one there exist modern KIRANA/ mom and pop shops or BANIYA KI

DUKAN.Still it is predominating in India

So the Indian retail industry is divided into two sectors- organised and unorganised.

Organised retailsector refers to the sectors undertaken by licensed retailers, that is, those

who are registered for sales tax, income tax, etc. These include the corporate retail formats

of the exclusive brand outlets, hypermarkets, supermarkets, departmental stores and

shopping malls.

Unorganised retailing, on the other hand, refers to the traditional formats of low-cost

retailing, for example, hand cart and pavement vendors, & mobile vendors, the local kirana

shops, owner manned general stores, paan/beedi shops, convenience stores, hardware

shop at the corner of your street selling everything from bathroom fittings to paints and small

construction tools; or the slightly more organized medical store and a host of other small

retail businesses in apparel, electronics, food etc.

Characteristics of unorganized retail-

Small-store (KIRANA) retailing has been one of the easiest ways to generate self-

employment, as it requires limited investment in land, capital and labour. It is generally family

run business, lack of standardization and the retailers who are running this store they are

lacking of education, experience and exposure. This is one of the reasons why productivity of

this sector is approximately 4% that of the U.S. retail industry. Unorganized retail sector is

still predominating over organized sector in India, unorganized retail sector constituting 98%

(twelve million) of total trade, while organized trade accounts only for 2%.

P a g e | 5


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The reasons might be-

1. In smaller towns and urban areas, there are many families who are traditionally

using these KIRANA shops/ 'mom and pop' stores offering a wide range of merchandise mix.

Generally these KIRANA shops are the family business of these small retailers which they

are running for more than one generation.

2. These KIRANA shops are having their own efficient management system and with

this they are efficiently fulfilling the needs of the customer. This is one of the good reasons

why the customer doesnt want to change their old loyal KIRANA shop.

3. A large number of working class in India is working as daily wage basis, at the end

of the day when they get their wage, they come to this small retail shop to purchase wheat

flour, rice etc for their supper. For them this the only place to have those food items because

purchase quantity is so small that no big retail store would entertain this.

4. Similarly there is another consumer class who are the seasonal worker. During their

unemployment period they use to purchase from this kirana store in credit and when they get

their salary they clear their dues. Now this type of credit facility is not available in corporate

retail store, so this kirana stores are the only place for them to fulfill their needs.

5. Another reason might be the proximity of the store. It is the convenience stores

customer. In every corner the street an unorganized retail shop can be found that is hardly a

walking distance from the customers house. Many times customers prefer to shop from the

nearby kirana shop rather than to drive a long distance organized retail stores.

6. This unorganized stores are having n number of options to cut their costs. They

incur little to no real-estate costs because they generally operate from their residences .Their

labour cost is also low because the family members work in the store. Also they use cheap

child labour at very low rates.

As they are operating from their home so they can pay for their utilities at residential

rates. Even they cannot pay their tax properly.Currently the value of the retail market is

estimated at around $ 270 billion with a growth rate of 5.7 per cent per annum according to

the Indian retail report which creates a big threat for the small unorganized retailers.

P a g e | 6


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The well established organized retail sector in India are Pantaloon Retail, Shoppers Stop,

SPENCERS, HYPERCITY, Lifestyle, SUBHIKSHA & newly emerging Reliance etc.Over

20,000 new retail outlets are expected to open within this segment. Major corporate retail like

Wal-Mart and have started to try and take over the Indian retail sector. But in India the

unorganized retail is a source foods and other necessities of millions of Indians , major link

between rural and urban societies. Not only that it is also act like a convenience store for the

customer offering right product at right time at right place. In a country with large numbers of

people, and high levels of poverty, this model of retail democracy is the most appropriate So

these unorganized retail sector need to be promoted so that they can organize & supply food

to Indian consumer.

Now the question is how to promote this sector-

The suggestions might be-

(a) Establishment of Retailer co-operatives among retailers which is highly required for the

sustenance of the unorganized retail sector.

(b) Merger and buy-out of weak retailers by a stronger one that would give a new horizon to

the small retailer.

(c) Setting up of franchisee organization may also help in strengthening the position of the

retailers. The franchiser can exert a tremendous control over the way retailing is done.

(d) There must be good network connection between retail organizations, the suppliers and

other channel members to use compatible technology so that they can build strong

distribution set-up to satisfy the customers.

(e) Setting up of more and more non-store retailing centres would also ensure a strong

retailing organization. Non-store retailing makes implementation of modern principles easier

and less costly.

(d) Moreover there must be a change in the mindset of the unorganized retailer. They have to

understand the pulse of the trend. They have to understand, come forward & lead this

change management then only this sector not only can exist but flourish.


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P a g e | 7

ORGANISED RETAILING

Organized retail is nothing but a retail place all the items are segregated and broughtunder one roof, unlike the unorganized retail where there are different things are sold in

different shops. It also aims to bring maximum of different brands making the same

type of product together. The retail sector is presently undergoing a transition in India.

Previously, customers used to go to kirana stores to purchases their necessities. This

later changed to bigger shops run by one man with a few employees. Here, all the work

was done manually. Gradually, more sophistication seeped into this sector and

department stores came into being.

Organized vs. unorganized retail: Making an issue of a non-issue

The so-called negative impact of organized retail on unorganized retail is being

exaggerated; ironically, those who exaggerate also talk of democracy! It is time these

people realized that in a vibrant democracy one should live and let live.

The 5 main factors that go into defining a customer satisfaction:

1) Quality- Quality is what customer perceive to be.

2) Performance- Product service is ready to use, product availability, reliability.

3) Service- Provide the service at right time even through features and benefits to

consumers.

4) Price- Now a day customers is ready to give high price towards quality, expects to get

good products in lower price.

5) Convenience- Supermarket located at right area and parking facility makes it

convenient for the people comes and purchase.

(http://pure.au.dk/portalstudent/files/13372/MT_Nikolas_Fritz.pdf&sa=u&ei=GNBOUee

5Njci4Aov30DoDw&ved=oCAkQFjAA&usg=AFQjCNHmk1tmA1hMc9p2l5j3dA3HNVtE

mQ)


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P a g e | 8

Chapter 3:

ResearchMethodology


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P a g e | 9

Research Methodology

Research Methodology is the way to systematically solve a research problem. In it the

various steps are followed that are generally adopted in the study along with the logic behind

them. It is a conceptual structure with in which the study is conducted. It constitutes the blue

print for the collection, measurement and analysis of data.

Causal research design has been taken to conduct the study. Data collection has been

organized through primary source for which questionnaire containing 5-point likerts scale has

been used. A convenience sampling has been used to collect data. 100 respondents were

the customers of textile industry. The samples collected from the city Bhilai.

Research Objectives:-


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1. To identify the factors influencing customer relationship management at food

and grocery sector in Bhilai-Durg.

2. To evaluate the impact of the factors and take out the most significant factor

affecting FOOD and GROCERY sector.

RESEARCH PLAN:

Research Design Descriptive

Research Instrument Structured questionnaire

Measurement Scale 5 point Likerts Scales

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Sample Plan/Research Plan:

RESEARCH PLAN

Research Design: Descriptive

Research Method Used Survey

Research Technique Used Questionnaire

Data Collection From Durg, Bhilai

Sampling Plan Convenience

Sample Size 70

Data Collection:-

Primary Data Collection - It was collected during the interaction with

people through questionnaire and personal interaction.


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Secondary Data Collection The data collection was done through

literature and information obtained from various sources to increase the

effectiveness of the research. On the other hand, these are those which have

already been passed through the statistical process .Inputs were obtained from:

o Websites.

o Magazines.

o Books.

o Journals.

P a g e | 11

Questionnaire Design:-

It translates the information needed into a set of specific questions that the respondents can

and will answer.

Descriptive Statistics:-


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Measure ItemNumber of

Respondents

Age

50 00

Annual

Income

6

Lakhs00

GenderMale 38

Female 32

Total 70


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P a g e | 12

Research model

Infrastructure

Risk

Relative

Attractiveness/

Satisfaction

Intention

to

Purchase

Ease to

purchase


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Objective:

1: To know the impact of easy of purchase & infrastructure & risk on relative

attractiveness.

2:To understand the impact on attractiveness on intention to purchase.

Hypothesis

H1: Easy to purchase has a significant impact on relative attractiveness.

H2: Infrastructure has a significant impact on relative attractiveness.

H3: Risk has a significant impact on relative attractiveness.

H4: Relative attractiveness has a significant impact on intention to purchase.

P a g e |13


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Chapter 4:

Data Tabulation, Analysis

and Results


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Data Tabulation, Analysis and Results

SPSS:-

SPSS is a popular statistics program used in a variety of scientific disciplnes.It is

composed of two facets, the statistical package itself and the SPSS language a system of syntax

used to execute commands and procedure. Likewise there are two approaches to using SPSS: (A)via

the menu system and point and click approach and (b) via the use of SPSS programming syntax

.Most users will find a combination of these approaches most effective in carrying out their data

analysis. At the University of North Texas, we have obtained the licenses of the software of windows

and Mac OSX.In this series we will focus on SPSS for windows which is a complete data analysis

program with many capabilities and applications. The requirement for PCs and Macs are as follows.

While those requirement are for version 16,labs on campus do not yet use 16(and from our point of

view at RSS you are better off as such).

ADVANTAGE OF SPSS:-

1. Find unusual data.

2. Purpose and transform data.

3. Save excel table to native SPSS data find.

4. Analysis everywhere

5. An analytics shift.

CLUSTER METHODOLOGY

Cluster Analysis:

Cluster analysis consists of methods of classifying variables into clusters. Technically, a

cluster

Consists of variables that correlate highly with one another and have comparatively low

correlations

With variables in other clusters.

The basic objective of cluster analysis is to determine how many


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Mutually and exhaustive groups or clusters, based on the similarities of profiles among

entities, really exist in the population and then to state the composition of such groups.

Various groups to be determined in cluster analysis are not predefined as happens to be

the case in discriminate analysis.

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Steps: In general, cluster analysis contains the following steps to be performed:

(i) First of all, if some variables have a negative sum of correlations in the correlation

matrix, One must reflect variables so as to obtain a maximum sum of positive

correlations for the Matrix as a whole.

(ii) The second step consists in finding out the highest correlation in the correlation

matrix and

The two variables involved (i.e., having the highest correlation in the matrix) form the

nucleus

Of the first cluster.

(iii) Then one looks for those variables that correlate highly with the said two variables

and

Includes them in the cluster. This is how the first cluster is formed.

(iv) To obtain the nucleus of the second cluster, we find two variables that correlate

highly but Have low correlations with members of the first cluster. Variables that

correlate highly with the said two variables are then found. Such variables along the said

two variables thus constitute the second cluster.

(v) One proceeds on similar lines to search for a third cluster and so on.

From the above description we find that clustering methods in general are judgemental

and are

Devoid of statistical inferences. For problems concerning large number of variables,

various cut-andtry


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Methods have been proposed for locating clusters. McQuitty has specially developed a

number of

Rather elaborate computational routines* for that purpose. In spite of the above stated

limitation, cluster analysis has been found useful in context of market research studies.

Through the use of this technique we can make segments of market of a product on the

basis of several characteristics of the customers such as personality, socio-economic

considerations, psychological factors, purchasing habits and like ones. Cluster analysis is

an exploratory data analysis tool for solving classification problems.

Its object is to sort cases (people, things, events, etc) into groups, or clusters, so that

the degree of association is strong between members of the same cluster and weak

between members of different clusters.

Each cluster thus describes, in terms of the data collected, the class to which its

members belong; and this description may be abstracted through use from the particular

to the general class or type. Cluster analysis is thus a tool of discovery.

P a g e | 16

It may reveal associations and structure in data which, though not previously evident,

nevertheless are sensible and useful once found. The results of cluster analysis may

contribute to the definition of a formal classification scheme, such as a taxonomy for

related animals, insects or plants; or suggest statistical models with which to describe

populations; or indicate rules for assigning new cases to classes for identification and

diagnostic purposes; or provide measures of definition, size and change in what

previously were only broad concepts; or find exemplars to represent classes.

Whatever business you're in, the chances are that sooner or later you will run into a

classification problem. Cluster analysis might provide the methodology to help you solve

it; and Clustan could provide the professional software you need for that task.

Cluster analysis

Cluster analysis for ease to purchase:-


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Final Cluster Centers

Cluster

1 2 3

Age 3 2 2

Gender 0 1 0

Annualincome 3 4 2Occupation 4 1 2

Easetopurchase

11 1 2

Easetopurchase

22 3 2

Easetopurchase

32 3 2

Easetopurchase

4 2 3 3

Easetopurchase

52 1 3

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Number of Cases in each

Cluster

Cluster 1 34.000

2 1.000

3 35.000

Valid 70.000

Missing .000

Demographic and clustering of ease to purchase for cluster-1

34 respondent out of 70 in cluster 1 the ease to purchase1 shown strongly agree , ease to purchase2, ease to

purchase3, ease to purchase4, ease to purchase5 these are shown agree.

These 34 respondent out of 70 in cluster 1 which belongs to age group of 31-40 and they are male and their

annual income is comes under 3-4.5lakhs and their occupation comes under professional


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Demographic and clustering of ease to purchase for cluster-2 1 respondent out of 70 in cluster 2 the ease

to purchase1 shown strongly agree, ease to purchase2, ease to purchase3, ease to purchase4 these are shown

neutral and ease to purchase5 shown strongly agree.

These 1 respondent out of 70 in cluster 2 which belongs to age group of 21-30 and they are female and their

annual income is comes under >4.5lakhs and their occupation comes under student.

Demographic and clustering of ease to purchase for cluster-335 respondend out of70 in cluster 3 the ease to puschase1 shown strongl agree,ease to purchase2, ease to

purchase3, ease to purchase 4 and ease to purchase5 shown agree.

35 respondent out of 70 in cluster 3 which belongs to age group of 21-30 and they are male and their 35

respondent out of 70 in cluster 3 the ease to purchase1, ease to purchase2, ease to purchase3 these are annual

income is comes under 1.5-2.99lakhs and their occupation comes under business person.

P a g e | 18

Cluster analysis for infrastructure:-


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Cluster

1 2 3

Age 2 3 2

Gender 1 0 0

Annualincome 2 4 2

Occupation 4 2 1

Infrastructure

11 2 1

Infrastructure

22 2 2


Cluster

Cluster 1 24.000

2 19.000

3 27.000

Valid 70.000

Missing .000


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Demographic and clustering of infrastructure for cluster-1

24 respondent out of 70 in cluster 1 the infrastructure1 shown strongly agree and infrastructure2 shown agree.

These 24 respondent out of 70 in cluster 1 which belongs to age group of 21-30 and they are female and their

annual income is comes under 1.5-2.99lakhs and their occupation comes under professional.


19 respondent out of 70 in cluster 2 the infrastructure1 and infrastructure2 shown agree.


annual income is comes under >4.5lakhs and their occupation comes business person.

P a g e | 19


27 respondent out of 70 in cluster 3 the infrastructure1 shown strongly agree and infrastructure2 shown agree.


annual income is comes under 1.5-2.99lakhs and their occupation comes student.

Cluster analysis for risk:-


Cluster

1 2 3

Age 3 2 2

Gender 0 0 0

Annualincome 3 2 2

Occupation 3 4 1

Risk1 1 1 2

Risk2 3 2 2

Risk3 3 2 2

Number of Cases in each Cluster


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Cluster 1 11.000

2 25.000

3 33.000

Valid 69.000

Missing 1.000

Demographic and clustering of risk for cluster-111 respondent out of 70 in cluster 1 the risk1 shown

strongly agree, risk2 and risk3 shown neutral.


annual income is comes under 3-4.50lakhs and their occupation comes under service person.

Demographic and clustering of risk for cluster-2

25 respondent out of 70 in cluster 2 the risk1 shown strongly agree, risk2 and risk3 shown agree.


annual income is comes under 1.5-2.99akhs and their occupation comes under professional.

P a g e | 20




annual income is comes under 1.5-2.99akhs and their occupation comes under professional

Cluster analysis for relative attractiveness:-


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Cluster

1 2 3

Age 3 3 2

Gender 0 0 0

Annualincome 2 3 2Occupation 3 4 1

Relativeattractivenes

s13 1 2


s22 3 2


s32 3 2


Cluster

Cluster 1 16.000

2 23.000

3 31.000

Valid 70.000

Missing .000


11 respondent out of 70 in cluster 1 the risk1 shown strongly agree, risk2 and risk3 shown neutral.


annual income is comes under 3-4.50akhs and their occupation comes under service person.

P a g e | 21




annual income is comes under 1.5-2.99akhs and their occupation comes under professional.




annual income is comes under 1.5-2.99akhs and their occupation comes under professional


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Cluster analysis for relative attractiveness:-


Cluster

1 2 3

Age 3 3 2

Gender 0 0 0

Annualincome 2 3 2

Occupation 3 4 1


s13 1 2


s22 3 2


s32 3 2

P a g e | 22


Cluster

Cluster 1 16.000

2 23.000

3 31.000

Valid 70.000

Missing .000

Demographic and clustering of relative attractiveness for cluster-1


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16 respondent out of 70 in cluster 1 the relative attractiveness1 shown neutral, relative attractiveness2 and

relative attractiveness3 shown agree.


annual income is comes under 1.5-2.99akhs and their occupation comes under business person.

Demographic and clustering of relative attractiveness for cluster-2

23 respondent out of 70 in cluster 2 the relative attractiveness1 shown strongly agree, relative attractiveness2

and relative attractiveness3 shown neutral.


annual income is comes under 3-4.5akhs and their occupation comes under professional.

Cluster analysis for intention to purchase:-

Cluster

1 2 3

Age 2 3 3

Gender 0 0 0

Annualincome 2 3 3

Occupation 1 4 4

Intentiontopurchase1 1 4 1

Intentiontopurchase2 2 2 3

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Cluster

Cluster 1 34.000

2 10.000

3 26.000

Valid 70.000Missing .000


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Demographic and clustering of intention to purchase for cluster-1

34 respondent out of 70 in cluster 1 the intention to purchase1 shown strongly agree, intention to purchase2

shown agree.


annual income is comes under 1.5-2.99akhs and their occupation comes under student.


10 respondent out of 70 in cluster 2 the intention to purchase1 shown disagree, intention to purchase2 shown

agree.




26 respondent out of 70 in cluster 3 the intention to purchase1 shown strongly agree, intention to purchase2

shown neutral.



P a g e | 24

Section will contain the demographic characteristics of the respondents.

A sample is shown below:


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Measur

eItem

Number of

Respondents

Age

50 00

Annual

Income

6 Lakhs 00

Gender Male 38

Female 32

Total 70


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P a g e | 25

Chapter 5:


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Findings of the study

P a g e | 26


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Findings of the study

Applying data analysis in my research it revealed that merchandise; quality of product, brand ofproduct, price of product, range of product are the most significant factors of customer satisfaction

among people visiting supermarket, malls and kirana shops.

It revealed that service; delivery of product, behavior of salesmen, return policy, experience of billing

counter and convenience; location of store, parking facility, organization of assortment in store,

arrangement of carrying good are the satisfied factor that influence the customer satisfaction of people

visiting supermarket, malls and kirana shops.

Here promotion is the dissatisfied which does not influence the customer satisfaction of people visiting

supermarket.

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Chapter 6:

Recommendations


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P a g e | 28

Recommendations

After research I want to suggest of supermarket, malls and kirana shops from

which they could increase our sales.

1) 26% people are dissatisfied from parking facility of supermarket, malls and

kirana shops, so efforts must be taken in development of parking facility

due to which more people will come in supermarket and kirana shops.

2) 40% people want discount on the product, I suggest, they should provide a

scheme of discount on the service and one service should be provided free

to the customers who came service for five times.

3) An important suggestion to supermarket and kirana shops is that should

concentrate on the publicity of their supermarket so that awareness level

of the people of this area should be increase.


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P a g e | 29

Chapter 7:

Limitations


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Limitations

During conducting period of this research I got the following limitations-


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1) The research period was short period to carryout study with almost precautions.

2) Sometime the respondents are not available at their place.

3) Very often responded do not express their true feelings. In such case their habit, preference,

practice can not be assessed correctly.

4) Some of the respondents refuse to give the important best known to them.

5) I have taken 70 sample from Bhilai, the finding are based on those sample.

Hence I cannot be 100% sure that are representing the population of Bhilai.

However in spite of these limitations all efforts have been put to make the report

correct, genuine and fulfilling the objectives of the reports.

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Chapter 8:

Conclusion

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Conclusion

In conclusion, it can be said that there should be highly availability of products in

supermarket, malls and kirana shops. Most of the factors which influence the

customer to purchase that are quality, brand, advertisement of product and

discount of the product these are helpful to increase the sales of this.

Business class people, service, professionals, student as well as

people are the customer who highly requires these products as the quality of

concerned. It may be bring a bright day for these product of supermarket, malls ,

and kirana shops. If there are taken on the right way because as this age is

concert everyone needs convenient , atmosphere in everything whatever they

can be availed.

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Chapter 9:

References

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REFERENCES

Citation from Books:

P.Kotler, Kevin lane Keller,Abraham Koshy and Mithileshwar Jha Marketingmanagement pearson ed. , a south asian perspective ed. , Press, 13th ed.,1995, ISBN No.: 0987654.

Citation from Website:

http://en.wikipedia.org/wiki/Trust-based_marketing

http://en.wikipedia.org/wiki/Customer_satisfaction

http://www.pb.com/Management-Services/Services/Customer-

Communications-Management/index.shtml

http://www.customerloyalty.org/what-is-customer-loyalty/

http://searchcrm.techtarget.com/definition/relationship-marketing

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http://searchcrm.techtarget.com/definition/relationship-marketinghttp://searchcrm.techtarget.com/definition/relationship-marketing


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Questionnaire

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Questionnaire


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I am a student of MBA II semester from Shri Shankaracharya Engineering College, Bhilai. As a part of my

curriculum I am conducting a study on Consumer Preference Towards Choice Of Retail Outlet With

Special Focus On Grocery Items at Bhilai & Durg region for examining Consumer satisfaction and future

purchase practices. I would be grateful to you for providing candid responses. I assure that information provided

by you would be used for research purpose and will be kept confidential.

1. Your perception towards easy to purchase a as a factor of consumer satisfaction & future purchase of

foods & grocery products from organized retail store at bhilai & durg region.

Features

Strongly

agree

1

Agree

2

Neutral

3

Disagree

4

Strongl

y

disagre

e5

1.1 Huge availability of variety of foods & groceryproduct in organized retail store.

2

1.2 Organized retail store provides better qualityproduct.

1.3 Quantity of every product is available organized retailstore.

1.4 Selection of product food & grocery are easy inorganized retail store.

1.5 Shopping is convenience in organized retail

2. Your perception towards infrastructure as a factor of consumer satisfaction & future purchase of

foods & grocery products from organized retail store at bhilai & durg region.

Features Strongly

agree 1

Agree

2

Neutral

3

Disagree

4

Strongly

disagree 5

2.1 The store location can change the purchasedecision.

2.2 The climate of organized retail store is goodthen normal kirana.

2.3 The visual merchandising of organized retailstore are good

2.4 Size of the organized retail store is sufficient to

move.

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3. Your perception towards Risk as a factor of consumer satisfaction & future purchase of foods &

grocery products from organized retail store at bhilai & durg region.

4. Your perception towards relative attractiveness.

Features stronglyagree

1

Agree

2

Neutral

3

Disagree

4

Strongly

disagree

5

4.1 The easy of purchase can affect the relative attractiveness

of organized retail store.

4.2 The infrastructure increases the relative attractiveness of

organized retail store.

4.3 The risk can affect the relative attractiveness of organizedretail store.

5. Your perception towards intention to purchase.

Features Stronglyagree

1

Agree

2

Neutral

3

Disagree

4

Strongly

disagree

5

5.1 The relative attractiveness create impact on intention topurchase.

5.2 What is your perception about post purchase?

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Features Stronglyagree

1

Agree

2

Neutral

3

Disagree

4

Strongly

disagree

5

3.1 Distance of retail store can affect the purchasedecision.

3.2 In organized retail store there is the problem ofexchange of product

3.3 In organized retail store there is the problem ofdamage on the way.

3.4 Will you again purchase foods & grocery productfrom organized retail store?


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4 Personnel detail

4.1Name /

Optional

4.2 Ageo 40

4.3 Gender o Male o Female

4.4Annual Income

(Rs. Lakhs) o 4.5

4.5 Occupationo Student

o Business

Person

o Service

Persono Professional o Household

o Other

(Specify)

rrv and mpcvv report format-ssec.12345

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