Customer Preferences in Retail Attributes

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Efforts By

G. Gourav Pati

&

Group 3

Retail!

• All the business activities relating to selling of goods and services to the final consumers• Estimated to be the largest single sector (after

agriculture) both in terms of turnover as well as employment• The Indian retail sector is highly fragmented with about

15 million retailers• Since 1990s, big industrial houses like Rahejas,

Piramals, Tatas, etc have started entering the retail industry• Indian Retail Market is pegged to be at Rs. 1,330,000

crore

Source: Government of India

Dimensions of Retail

• Reliability dimension: concerned with the store’s ability to perform the service accurately and dependably.

• Responsiveness dimension: related with the employees’ willingness to help customers and provide prompt services.

• Assurance dimension: includes Employees’ knowledge, courtesy and their ability to inspire trust and confidence.

• Empathy dimension: related with Caring, individualized attention given to customers or the ease of access, approachability and effort taken to understand customers’ requirements.

• Tangibles dimension is all about the appearance of the physical facilities and material relayed at retail outlet.

Objective

• Buying Preference• Buying Pattern• Brand Affiliation• Increase in Disposable Income of Middle class

What are Store Attributes!?

• Façade • Location• Price• Product line• Brands• Lighting• Shopping experience• Sale/offers/discounts• Crowd• Parking• Recreational• Floor planning• Interior design• Brand of the store

Reserch methodology

• Sampling method – random sampling.• Location of study –web .• Data source – secondary.• Analytical tools – MS EXCEL.• Reserch methodology –online servey method .• Analysis technique – quantitative .

QuestionnaireName:

Age:

Gender:

Frequency of store visits a Week:

Importance of the Brand of Store: High Medium Low

How much does the façade influence you: 1-2-3-4-5

How much does the location influence you: 1-2-3-4-5

How much does the price influence you: 1-2-3-4-5

How much does the Discounts influence you: 1-2-3-4-5

Does a long range of product matter: Yes/No

How much does the services influence you: 1-2-3-4-5

Location

Ratings 1 Ratings 2 Ratings 3 Ratings 4 Ratings 50

5

10

15

20

25

Customer ResponseCustomer Response

Ratings

Num

ber

of

Respondent

Price

Ratings 1 Ratings 2 Ratings 3 Ratings 4 Ratings 50

5

10

15

20

25

30

35

40

Customer ResponseCustomer Response

Ratings

Num

ber

of

Respondent

Discount

Ratings 1 Ratings 2 Ratings 3 Ratings 4 Ratings 50

5

10

15

20

25

30

Customer Response

Customer ResponseRatings

Num

ber

of

Respondent

Findings

• Discounts and Price are the important factors amongst the customers. The target customers of are middle class people. People make their purchase because of low prices and discounts what they offer.

• The Variety of available Merchandise in the store is of importance but isn’t given much importance

• Location of the retail plays a vital role in persuading a customer to visit

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