jignesh bhagya capston major project
TRANSCRIPT
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A
PROJECTREPORT
ON
CONSUMERBUYINGBEHAVIOURTOWARDSRETAILOUTLET
SUBMITTEDBY:
Jignesh J. Bhagiya
2011-2013
SUBMITEDTO:-
PROF.GAURAV MISRA
PostGraduateDiplomainManagement
Marwadi Education Foundation's Group Of Institutions
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ACKNOWLEDGMENT
MyheartfulthankstoMarwadiInstituteofManagementStudiesandmoreparticularlytoProf.Rutwa mehta,PGDMHOD,MarwadiInstituteofManagementStudiesforproviding such typeoffinalproject.Thisisoneof thebest ways to learn practical things.
IamalsothankfultoProf.Gaurav Mishraforgivingmesuchopportunitytowork
on the live project. I am obliged to my guidewho was always with me to give me
his due guidance. Finally I am also thankful to the people who helped us by filling
the questionnaire and everyone who helped us directly or indirectly.
Asuccessfulprojectcanneverbepreparedby thesingleeffortorthepersontowhom project is assigned , but it also demand the help and guardianship of some
conversantpersonwhohelpsintheundersignedactivelyorpassivelyinthecompletion of successful project.
WithgreatpleasureIexpressmygratitudetoourdirectorandprojectguide,withouttheirhelpthiswouldnothavebeencompleted.Theyhavegiventheir
precioussuggestionsandconstructiveguidancehasbeenindispensableinthecompletion of this project work.
IwouldalsoliketothankthestaffoftheMEFGI.Theyhavesupported
me in this endeavor, and appreciated me in my efforts during my project.
LastbutnottheleastIwouldalsoliketothankmyfriendsandalltheresponded.
Who directly and indirectly supported to me during my project work, without the
help of whom this project would not have been possible.
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DECLARATION
IherebydeclareandconfirmthatmyreportentitledAConsumerBuyingBehaviour towardsRetailoutletismyownwork.Theworkdonebymeisoriginalandtruetothebestofmy knowledgeandbelief.Itistheresultofmyeffortsanddedication.ThisreportisjustthepartofmyMEFGI(PGDM)curriculum and will not be used elsewhere.
MR.Jignesh J. Bhagiya
(RollNo.:-10)
(ID CODE :MPG1102012)
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EXECUTIVE SUMMARY
TheprojectConsumerbuyingbehaviortowardsRetailOutletsiscarriedouttounderstandtheconsumerbuyingbehaviortowardstheretailoutletsandoverall
perception of consumers about the same at Rajkot.
Aquestionnairewaspreparedbymeinordertoconductmarketsurvey.Thequestionnairewasbasedondifferentparameterstojudgeandunderstandtheconsumer
behaviorsanddeterminethebestpossiblestrategieswhichcouldbeusedtoattractcustomers.
This project helped in understanding what are the factors that affect the buying behavior
of the consumers, when they enter into a retail outlet in RAJKOT area. It gave an idea
abouttheessentialfactorsthatarerequirednowadaytoattractcustomersinthiscompetitive world.
Majorityofpeopleagreethatinterior,lightings,textureandcoloroftheoutletattractsthem, also thatthey feelgoodwhen they areinthe outlet, and thatthey geteverythingthatthey desireandneedfromtheretailoutlet.Peopleconsidertheparkingareaintheoutlet, before selecting the malls for shopping.Majority is satisfied with the timings of the
outlet, and also they are satisfied by the stores they visit because they get the things they
want.They visit the outlet when they feel bored, lonely, stressed.
Peopleagreethatretailoutletisagoodplacetofindsomething new.Peoplealsoenjoyfeeling and trying various merchandising activities happening in the retail outlets.Most of
thehousewivesgoforthegrocery-shoppingintheretailoutlets.Peopleagreethatsalespersonservingthemisfriendlyandhelpfultothem.Peoplealsoagreethatretailoutlets also are able to promote the products in the best way.
People are satisfied with the prices that retail outlets provide them. The only thing people
arent satisfied is that the retail outlets is not providing them the cafeteria service.Among
therespondents,55%havedescribedaboutD-MART(Rajkot),and45%
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aboutRELIANCESUPER(Rajkot).Amongtherespondents,54%aremales,andrest is females.Majority of the respondents are graduates and under-graduates.
MajorityoftherespondentsfallunderLessthan25agebracket,whichshowsthatyoungstersvisitretailoutletsmorefrequently.Majorityoftherespondentsarestudents.MajorityoftherespondentsfamilyincomeisbetweenRs.20,000-Rs.30,000and Rs.40, 000 and above, which says that upper-middle class and lower-middle-class are
the frequent visitors of the retail outlets in Rajkot.
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Contents
ACKNOWLEDGMENT ...................................................................................................................................... 2
DECLARATION .................................................................................................................................................. 3
EXECUTIVE SUMMARY...................................................................................................................................... 4
INTRODUCTION OF THE PROJECT .................................................................................................................. 7
LITERATURE REVIEW .................................................................................................................................. 7
INTRODUCTION OF THE RETAIL INDUSTRY .............................................................................................. 17
Retail industry in India and its growth ......................................................................................................... 19
Reasons For Emergence............................................................................................................................ 19
Objective And Purpose Of Study ..................................................................................................................... 25
RESEARCH METHODOLOGY ............................................................................................................................ 26
3.1 Research Approach............................................................................................................................. 26
3.2 Types Of Research Design (R.D.):......................................................................................................... 27
3.3 Sampling Design.................................................................................................................................. 28
3.4 Primary Data and Secondary Data........................................................................................................ 29
3.5 DataCollectionTechniques: .................................................................................................................... 29
FINDINGS AND R E S U L T S .................................................................................................................... 30
FINDINGS................................................................................................................................................... 58
LIMITATIONS .............................................................................................................................................. 59
CONCLUSION ................................................................................................................................................. 60
BIBLIOGRAPHY............................................................................................................................................... 65
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INTRODUCTION OF THE PROJECT
An important aspect of the current economic scenario in India is the emergence of organized
retail. There has been considerable growth in organized retailing business in recent years and it
is poised for much faster growth in the future. Major industrial house have entered this area and
have announced very ambitious future expansion plans. Transnational corporations are also
seeking to come to india and set up retial chains in collaboration with big India companies.
However, opinions are divided on the impact of the growth of organized retail in the country.
Concerns have been raised that the growth of organized retailing may have an adverse impavt
on retailers in the unorganized sector.It has also been argued that growth of organized retailing
will yield effciencies in the supply chain, enabling better access to markets to producers
(including farmers and small producers)and enabling higher prices,
On the one hand and, lower price to consumers. On the other. In the context of divergent views
on the impact of organized retail, it is essential that an indepth analytical study on the possible
effects of organized retailing in India is conducted.
Ihaveselectedthistopicandthisindustrybecauseitisofareaofmyinterest.
NoanyresearchonthistopicinRajkotinretailbusinesshasbeenconducted yet.
Thisprojectwillalsobeusefulforthenewretailplayerswhoareplanningto
set their business in Rajkot.
LITERATURE REVIEW
A. Author:
Piyush Kumar Sinha, Arindam Banerjee, and Dwarika Prasad Uniyal
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(April-June 2002)
Title of Paper/Article: Deciding Where to Buy: Store Choice Behaviour of Indian Shoppers
Industry: This study concentrates on the Retail Industry.
Country: INDIA
Findings/ Conclusion : Store characteristics that positively influence shopping behavior have
been found to vary based on demographics, individual values, and nature of products purchased.
Further, the current study identifies the relationship between true drivers of store choice to the type of
store, which is more generalizable and amenable to managerial decision-making. Shoppers choose their
store for several reasons as. Convenience and merchandise are the primary reasons with more than 70 per
cent of respondents indicating these as their first reason.
The third reason is ambience (8%) and patronized store (8%). On a composite basis, they account for
about 60 per cent and service becomes the third important reason (15%).
b.Author: PIYUSH KUMAR SINHA (April-June-2003)
Tittle Of Paper/Article: Shopping Orientation in the Evolving Indian Market
Industry: This study concentrates on the Retail Industry.
Country : INDIA
Findings/Conclusion:
So far, shoppers in India have been studied on the time and money they spend on shopping. While these
are important aspects of deriving value out of the shoppers, these studies do not address the issue of
managing shoppers, at the outlet for a lasting experience. In this paper, they studied the shoppers and
found that it was difficult to segregate them on their demographic profile as well as the value of purchase
out of the shoppers, these studies do not address the issue of managing shppers at the outler for a lasting
experience. In this paper, they studied the shoppers and found that it was difficult to segregate them
on their demographic profile as well as the value of purchase and there for derive implications of
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managing them at the store.
They suggest an alternative way to understand the Indian shoppers based on their orientation towards
shopping. While this study corroborated some of the orientation and typologies described in the current
literature, it has brought out the differences in the orientation of the Indian shoppers. On this study, they
found that the orientation of the Indian shoppers is based largely on entertainment derived out of shopping.
The analysis indicated that the Indian shoppers sought emotional value more than the functional value of
shopping. Although there is an indication of shopping being considered a task and should be finished as
soon as possible, this orientation is overshadowed by the entertainment value derived by the shoppers.
Such an orientation is very different from the orientation of the shoppers in the developed countries. The
post-purchse behavior as found in this study is not indicated in any of the studies so far. The tendency of
the shoppers to talk about their shopping experience has implications for building the reputation of the
store.it is imperative that every shopper visiting a store needs to be handled carefully because whether the
shoppers buy or not (non-buyers were almost half of the sample studied), they would discuss about their
visit with others, showed an inclination to patronize stores, and attached importance to referrals.
A positive opinion would surely help build traffic as well as loyalty to the store. The Indian shoppers
would like to bargain at any store. This orientation is also nnot found in any of the studies so far.
This seems to be driven by the gratification derived out ofextractinga right price from the retailer.
During the process of bargaining, the shoppers collect considerable information about merchandise as well
as the store. The current market scenario, where sales promotion is rampant, could also be affectiong such
an orientation.
On the part of the shoppers, there is a tendency of asking the retailers to round off the total bill amount
that leads to a sort of cent-off. Under such circumstances, the sales persons at the store need to possess
good communication and negotiation skills. The study brought out a multitude of dimensions with low
eigen values. This could be attributed to the constitution of the retail industry. The shoppers have a very
limited choice of retail formats, an important variable in shapping orientation. Due to the lack of a varied
experience, the shoppers do not seem to expect distinctive characteristics of different stores. We also found
that the store were chosen based on the production that they handle and hence the products became the
primary consideration and subdued the importance of other store variables. Retailers need to take up the
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task of demonstrating the value added by a store. The format of the store could be the prime driver. Based
on their orientation towards shopping, the Indian shoppers could be segmented as : those who take it as an
activity and would like to avoid it and those who find it entertaining and are highly involved. This finding
is very similar to the study of Ballenger and orgaonkars (1980)
and Brown and Reids (1997 In this paper, they studied the shoppers and found that it was difficult to
segregate them on their demographic profile as well s the value of purchase and therefore derive
implications of managing them at the store. While this study corroborated some of the orientation
and typologies described in the current literature, it has brought out the differences in the orientation of
The Indian shoppers. In this study, they found that the orientation of the Indian shoppers is based largely
on entertainment derived out ot shopping. The analysis indicated that the Indian shoppers sought
emotional value more than the functional value of shopping. The tendency of the shoppers to talk about
their shopping experience has implications for building the reputation of the store. A positive opinon
would surely help build traffic as well as loyalty to the store. The Indian shoppers would like to bargain at
any store. During the process of bargaining, the shoppers collect considerable information about
merchandise as well as the store. Under such circumstances, the sales persons at the store need to possess
good communication and negotiation skills. We also found that the stores were chosen based on the
products that handle and hence the products became the primary consideration and subdued the
importance of other store variables. Even the size of the two segments was found to be similar in the study.
The two segments of the Indian shoppers were found to be different in terms of SEC, gender, and the value
of the product bought. We found that the fun shoppers tended to visit the new format stores. This was also
supported by the findings of the CART analysis. It may be inferred tht store type, SEC, and frequency of
vsit could be utilized to define the orientation of the shoppers. From the findings of the study, it can be
inferred tht it is possible to impact the orientation of the shoppers by offering newer formats. However, the
shoppers preference for a store that is nearer and can be visited frequently poses majot challenge in the
current retail scenario. The retailers delivering the experience of fun would need to offer wider
assortment and an ambience where the shoppers would like to spend more time. In the current situation,
due to the high cost of real estate, the retailers are finding it difficult to provide such an ambience.
However, in order to be successful, the retailers need to experiment th a format that attracts both types of
shoppers. While the findings of this study have implication for store format decision, they do not give any
indication of other aspects such as location nad assortment planning for each of the stores. The study is
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also limited to one city. Since it is possible that different cities would have a different social-cultural
milieu and retailing requires good local knowledge, we suggest to the researchers to study the
differences in orientation across cities/regions. A detailed study of the shoppers for a particular product
class may yield more focused findings that may be easier to implement. The study is also not specific to a
store. Researchers may also like to find out the relationship of orientation with store variables such as
merchandising, location, communication, and customer retention.
c.Author:
CherukuriJayasankara Prasad &AnkisettiRamachandraAryasri
Title Of Paper/Article:
Effect of shopper attributes on retail format choice behaviour for food
and grocery retailing in India
Industry:
This study concentrates on the Retail Industry.
Country :INDIA
Findings/Conclusion:
The findings suggest that shoppers age, gender, occupation, education, monthly household income, family
size and distance travelled to store have significant association with retail format choice decisions.
The choice decisions are also varied among shoppers demographic attributes.The findings from shoppers
psychographic dimensions like values, lifestyle factors and shopping orientation resulted in segmentation
of food and grocery retail consumers into hedonic, utilitarian, autonomous, conventional and socialization
type.
Author:Kamladevi B.( Business Intelligence Journal - January, 2010 Vol.3
No.1)
Title Of Paper/Article: Retailing
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Industry: This study concentrates on the Retail Industry.
Country: INDIA
Findings/Conclusion:
Role of macro factors in retail environment and how they can shape
customer experience and behavior
e.Author:
Amy wong and Amriksohal(managing service quality,
volume12/number 6/2002/pg.424-433)
Title Of Paper/Article:
Customers perspectives on service quality and relationship quality in
retail encounters
Industry: This study concentrates on the Retail Industry.
Country: Australia
Findings/Conclusion:
Relationship between service quality and overall relationship quality
on two levels of retail relationship on employees and company level
f.Author: CherukuriJayasankara Prasad
&AnkisettiRamachandraAryasri(International Journal of Retail &
Distribution Management
Vol. 39 No. 1, 2011 pp. 68-86)
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Tittle Of Paper/Article:
Effect of shopper attributes on retail format choice behaviour for food and
grocery retailing in India
Industry: This study concentrates on the Food And Grocery Retail Industry.
Country : INDIA
Findings/Conclusion: The findings suggest that shoppers age,gender, occupation, education, monthly
household income, family size and distance travelled to store have significant association with retail
format choice decisions.
g.
Author:
Piyush Kumar Sinha, Arindam Banerjee, and Dwarika Prasad Uniyal
Tittle Of Paper/Article:
Deciding Where to Buy: Store Choice Behaviour of Indian Shoppers
Industry:
This study concentrates on the Retail Industry.
Country: INDIA
Findings/Conclusion:
Shoppers choose the store based on many aspects that could be classified
as primary and image based.
H. Author:
SeungHyun Kim, JaeMin Cha, Bonnie J. Knutson and Jeffrey A. Beck
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(Managing Service Quality Vol. 21 No. 2, 2011pp. 112-132)
Tittle Of Paper/Article:
Development and testing of the Consumer Experience Index (CEI)
Industry:
This study concentrates on the Business.
Country: Usa
Findings/ Conclusion :
Scale-development procedures resulted in a seven-factor model comprised of the following dimension:
environment, benefits, convenience, accessibility, utility, incentive, and trust. Overall, the 26-item CEI is a
reliable and valid measure to determine the underlying components of a consumers experience.
i.Author:
Mathew Joseph NirupamaSoundararajanManisha Gupta SanghamitraSahu
(May 2008)
Tittle Of Paper/Article:
Impact of Organized Retailing on the Unorganized Sector
Industry:
This study concentrates on the Retail Industry.
Country: INDIA
Findings/ Conclusion :
Extensive review of international experience, particularly of emerging
countries of relevance to India.
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j. Author:
Yoo-KyoungSeock and Chen Lin
(International Journal of Retail & Distribution Management Vol. 39 No. 2,
2011 pp. 94-113)
Tittle Of Paper/Article:
Cultural influence on loyalty tendency and evaluation of retail store attributes
Industry:
This study concentrates on the Retail Industry.
Country :
Taiwan and America
Findings/ Conclusion :
American consumers have significantly greater collectivistic characteristics
than Taiwanese.
k.Author:
R.K. Srivastava
(International Journal of Retail & Distribution Management Vol. 36 No. 9,
2008 pp. 714-721)
Title Of Paper/Article:
Changing retail scene in India
Industry:
This study concentrates on the Retail Industry.
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Country : INDIA
Findings/ Conclusion :
The findings presented show that malls in 2006 are more developed in the
North and West part of India.
l.Author:
ChanakaJayawardhena and Andrew M. Farrell
(International Journal of Retail & Distribution Management Vol. 39 No. 3,
2011 pp. 203-217)
Tittle Of Paper/Article:
Effects of retail employees behaviours on customers service evaluation.
Industry:
This study concentrates on the Retail Industry.
Country : INDIA
Findings/ Conclusion :
It was found that: service and customer orientation (CO) behaviours are positively related to SEQ and SQ ;
SEQ is positively related to SQ and customer satisfaction; SQ is positively related to value perceptions and
customer satisfaction; and customer satisfaction is positively related to retail customers BI. However,
value is not related to customer satisfaction.
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INTRODUCTION OF THE RETAIL INDUSTRY
Shopping has transformed from necessity to an adventure. Its more of an
experience,opportunity for celebration.Gone are the good old days when a list is
made and shopping is done at the nearby Kirana store. Shopping is a welcome break
from hectic schedules; time to let your hair down and hit the malls. Retail giants like
Central woo their patrons with mottos ofShop Eat and Celebrate, and Big Bazaars
rule hearts with Is se sasthaaurachakahinnahi. Do those attractive mannequins and
3D displays of play stations actually make more sales at your store? The double
conversion theory talks about visitors converting into shoppers and shoppers
ultimately in to buyers. Marketers around the globe are pouring efforts and currency
into shoppers marketing.
At this juncture it is important to notice that visual merchandising, which deals with
the display of products and creating an ambience is involved in the first two stages. A
good display makes people walk into the store and also helps in making them feel like
taking a look around. Since visual merchandising is directly involved in 2/3 of the
entire process of converting a mere visitor into a buyer, the need arises to seek a
correlation.
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Retailing is considered as one of the most agile industry, where the individual stores
comes in contact with the customers and responds to their everyday needs. To be
successful, retailers must be able to convince the shoppers, that they can satisfy their
needs better than their competitors. Retailing one of the largest industries in India,
with an employment of around 8% and contributing to over 11% of the country's
GDP. Retail industry in India is expected to rise by25% yearly as it is being driven by
strong income growth, changing lifestyles and favorable demographic patterns.
Shopping in India has witnessed a revolution with the change in the consumer buying
behavior. In India there are multi- stored malls, huge shopping centres,and sprawling
complexes which offer food, shopping, and entertainment all under the same roof.
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Retail industry in India and its growth
i. India has the highest shop density and is rated the fifth most attractive
emergingretail market in the world.
ii. 2nd
in the global retail development index out of 30 (AT Kearney
Global ManagementConsultants)
iii. ThegrowthofRetailCompaniesinIndiahasalongwaytogoandgreatpotentialswithin this sector is yet to be explored.
Reasons For Emergence
Gender roles: Gender roles are now changing. Females have started working
outside. So, they have no time for actively looking out for new stores for their
needs. They want all their needs to be fulfilled in one single shop.
Paucity of time: People have no time for product searching. Because of
emergence of working women and also number of other entertainment items,
people want to spend their time either at work or with family.
Double income group: Emergence of double income group leads to increase in
disposable income. Now people have more disposable income so they can
spend easily.
Large population: India being a second largest country in terms of population
possesses large potential market for all the products/services. This results into
entry of large number of fast food players in the country. Relaxation in rules
and regulations, with the economic liberalization of 1991, most of the tariff
and non-tariff barriers from the Indian boundaries are either removed or
minimized. This helped significantly the retail industry.The share of modern
retail is likely to grow from its current 3 per cent to 15 - 20 percentover the
next decade. 85 % of organized retailing is taking place in Indias urban areas.
The retail companies are found to be rising in India at a remarkable speed with
the years and this has brought a revolutionary change in the shopping.
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Types of Indian Retail Sector
oSupermarkets (Nilgiris, Kannans Departmental Store)oHypermarkets (Shoprite)oDepartment Stores (ApnaBaazar, Maharashtra)oIndividual retailersoShopping malls (Forum , Central , Inorbit)oSpecialty Chains (Mega Mart)oConvenience stores (Kirana Stores)oMBO, ( Multi Brand outlets), ( Lifestyle, Pocket Stores)oDiscount stores (D- Mart, Big Bazaar, Coupons, Brand Factory
Big Players In Indian Retail Market
oPantaloon and the Big BazaaroLandmark and CentraloShopper's StopoLifestyleoGlobusoWill's LifestyleoWestside
oSubhiksha/ Vishal Mega martoVivek'sNilgirisoTataoGodrejoRelianceoAditya Birla-MOREoMetrooVarkeys
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Introduction About The Consumer Buying Behaviour
oBeforebusinesscandevelopmarketingstrategies,theymustunderstand whatfactors influence buyers behavior and how they
make purchasedecisions tosatisfytheir needsandwants.Buyersaremovedbyacomplexsetofdeepandsubtleemotions.Their behaviorresultfromdeeply held values and attitudes;their perception of the world andtheir place in
it,fromcommon sense,impulseorjustplainwhimsy.Therearealsoseveral stages through which the consumer exhibit before deciding to purchase
goods or services.
oTheseinclude5steps:Problem & need recognition,
Information Search,
Alternative evaluation,
Post-purchase evaluation.
Definition Of Consumer Buying Behavior.
Definition:
Consumer behavior refers to the mental and emotional process and the observable beh
avior ofconsumersduringsearching,purchasingand postconsumption ofa productorservice.Consumerbehaviorinvolvesstudyofhowpeoplebuy,whattheybuy,when they buy and why they buy. It blends the elements from psychology, sociology,
sociopsychology, anthropology and economics. It also tries to assess the influence on
theconsumerfromgroupssuchasfamily,friends,referencegroupsand societyingeneral.
Buyer behavior has two aspects:
The final purchase activity visible to any observer and the detailed or short decision
process that may involve the interplay of a number of complex variables not visible to
anyone.
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Factors Affecting Consumer Buying Behavior
Consumer buying behavior is influenced by the major three factors:
i. Social Factors
ii. Psychological Factors
iii. Personal Factors
i. Social Factors
Socialfactorsrefertoforcesthatotherpeopleexertandwhichaffectconsumers purchasebehavior.Thesesocialfactorscanincludecultureandsubculture, roles and family, social class and reference groups.
Example:
BytakingintoconsiderationReferencegroup,thesecaninfluence/affecttheconsumerbuyingbehavior.Referencegroupreferstoagroupwithwhomanindividualidentifiesherself/himselfandextenttowhichthatpersonmanyvaluesattitudesorbehaviorofgroupmembers.Referencegroupcanbefamily,schoolorcollege, work group, club membership, citizenship etc. Reference group serve as one
oftheprimaryagentsofconsumersocializationandlearning andcanbeinfluentialenoughtoinducenotonlysociallyacceptableconsumerbehaviorbutalsosociallyunacceptable and even personal destructive behavior.
For example, if fresher student joins a college / university, he/she will meet different
people and form agroup, in that group there can be behavior patterns of values, forexamplestyleofclothing,handsetswhichmost of groupmemberpreferorevendestructivebehaviorsuchasexcessiveconsumptionof alcohol,useofharmfulandaddictive drugs etc. So, according to how an individual references himself/herself to
thatparticularreferencegroup,thiswillinfluenceandchangehis/herbuyingbehavior.
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ii.Psychological Factors
Theseareinternaltoanindividualandgenerateforceswithinthatinfluenceher/hispurchasebehavior.Themajorforcesincludemotives,perception,learning,attitudeand personality.
Example:
Attitudeisanenduringorganizationofmotivational,emotional,perceptualandcognitive processes with respect to some aspect of our environment. Consumer form
attitudetowardsabrandonthebasisoftheirbeliefsaboutthe brand.Forexample,consumers of Sony products might have the belief that the products offered by Sony
aredurable;thiswillinfluencethosecustomerstobuySonyproductsduetothisattitude towards the brand.
iii.Personal FactorsTheseincludethoseaspectsthatareuniquetoapersonandinfluencepurchase behavior.
These factors include demographic factors, lifestyle, and situationalfactors.
Example:
Lifestyleisanindicatorofhowpeopleliveandexpressthemselvesonthe basis of their activities, interests, and opinions. Lifestyle dimension
provide a broader view of people about how they spend their time the importance of
things in their surroundings and their beliefs on broad issues associated with life and
living and themselves. This is influenced by demographic factors and personality.
E.g. A CEO or Manager is likely to buy more formal clothes, ties and shoes or PDAs
and less informal clothes like jeans as compared to a Mechanic or Civil engineer. So
according to their lifestyle and profession, the buying behavior of people differs from
one another.
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About Industry
TheretailsectorinIndiaiswitnessingahugerevampingexerciseastraditionalmarketsmakewayfornewformatssuchasdepartmentalstores,hypermarkets,supermarketsandspecialtystores.Western-stylemallshavebegunappearing in metros and second-rung cities alike introducing the Indian consumer to a
shopping experience like never before. The sector is at an inflexion point where the
growth of organized retailing and growth in the consumption by the Indian population
isgoingtotakeahighergrowthtrajectory.TheIndianpopulationiswitnessingasignificant change in its demographics. Organized retail is on all-time high in India.
The growth is boosted by various factors such as availability of professional practices,
mediaproliferation,variousbrandswhicharegainingvaluetherebyenhancingindustrygrowth,availabilityofvariousfundingoptions,regulationslikeVATimplementation to make processes simple, sea change in demographics of country and
international exposure.
Thisreportisstructuredintothreemajorparts.FirstpartcomprisesofExecutiveSummaryandhighlightsoftheretailsector.Secondpartconsistsof12chapterswhichincludesanintroductionanddiscussesvitaltopicsinretailindustrylikeABriefOverviewofGlobalRetailIndustry,IndianRetailIndustry,OrganizedRetail Formats in Indian retail, Food Retail in India, Apparel Retail in India, Growth
Drivers of Indian Retail, Technology implications, Issues & Challenges faced by the
sector, Critical Success Factors,Regulations and Policies and Future Outlook oftheindustry.ThethirdandfinalpartconsistsofsupportingliteratureintheformofAnnexure.
Thisreportwillbeusefultoentrepreneursinterestedingettinginsightsofretailindustryfordoingdirectandindirectbusinessinthesector,managementconsultants,banks evaluating retailsectorproposals,investorswhoareinterestedinthis sunrise sector, retail professionals for getting larger picture of the sector. Last but
nottheleastthisreportcanalsobeusefulforeducationalinstitutionsimpartingcourses in retail management.
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Objective And Purpose Of Study
1.TostudytheconsumerbuyingbehaviortowardstheretailoutletsinRajkot.
2.To study the overall perception of consumers about the retail in Rajkot.
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RESEARCH METHODOLOGY
3.1 Research Approach
Qualitative Research:
Qualitative research seeks out the why, not the how of its topic through the
analysis ofunstructured information thingslikeinterviewtranscripts,openended survey responses, emails, notes, feedback forms, photos and videos. It
doesnt just rely on statistics or numbers, which are the domain of quantitative
researchers.
Quantitative research:
Itincludingsurveysandcustomerquestionnairescanhelpsmallfirmstoimprovetheirproductsandservicesbyenablingthemtomakeinformeddecisions. Quantitative research is about asking people for their opinions in a
structured way so that you can produce hard facts and statistics to guide you.
To get reliable statistical results, its important to survey people in fairly large
numbersandtomakesuretheyarearepresentativesampleofyourtargetmarket.
In this study, researcher has usedQuantitative Research.
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3.2 Types Of Research Design (R.D.):
ExploratoryResearch:
Exploratory research is a type of research conducted for a problem that has not
beenclearlydefined.Exploratoryresearchoftenreliesonsecondaryresearchsuchasreviewingavailableliteratureand/ordata,orqualitativeapproachessuchasinformaldiscussionswithconsumers,employees,managementorcompetitors,andmoreformalapproachesthroughin-depthinterviews,focusgroups, projective methods, case studies or pilot studies.
Descriptive Research:
Descriptiveresearchdoesnotfitneatlyintothedefinitionofeitherquantitativeorqualitativeresearchmethodologies,butinsteaditcanutilizeelements of both, often within the same study. The term descriptive research
refers to the typeofresearchquestion, design, anddata analysisthatwill beappliedtoagiventopic.Descriptivestatisticstellwhatis,whileinferentialstatistics try todeterminecause and effect.Descriptive research can be eitherquantitativeorqualitative.Itcaninvolvecollectionsofquantitativeinformation that can be tabulated along a continuum in numerical form.
HereResearcherhasappliedDescriptiveResearch.
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3.3 Sampling Design
3.3.1 Target Population:
i.SamplingUnit: People who go to malls in Rajkot city.
ii.Extent/Scope/BoundaryOfResearch:Theresearchislimitedto Rajkot area.
3.3.2 ProbabilitySampling AndNon Probability Sampling:
ProbabilitySampling:
A probability sampling method is any method of sampling that utilizes some
formofrandomselection.Inordertohavearandomselectionmethod,youmust set up some process or procedure that assures that the different units in
your population have equal probabilities of being chosen.
It includes simple random sampling, systematic sampling, stratified sampling,
cluster sampling
NonProbabilitySampling:
Non-probability sampling represents a group of sampling techniques that help
researchers
to
select
units
from
apopulation
that
they
are
interested
instudying. Collectively, these units form the sample that the researcher studies.
Itincludesconveniencesampling,judgmentsampling,snowballsampling,quota sampling
Here Researcher has applied Non-ProbabilityConvenient Sampling
Method.
3.3.3 Sample size:
Sample Size = 100 Respondents
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3.4 Primary Data and Secondary Data
Primarydata:
Theprimarydataarethosedatawhicharecollectedafreshandforthefirsttime,andthushappentobeoriginalincharacter.Theprimarydatawasobtained during the course of doing research in a systematic manner with the
help of questionnaires and interviewing peoples.
Secondarydata:The secondary data are those which have already been collected by someone
else.Thenatureofdatacollectionworkismerelythatofcollectionandcompilation ofinformation collected throughvarious newspapers,magazinesand internet.
HereResearcherhasusedbothPrimaryDataandSecondaryData.
3.5 DataCollectionTechniques:
3.5.1 Data Collection Method:
Questionnaire
3.5.2 Software Used For Data Analysis:
i. SPSS
ii.Excel 2010
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FINDINGS AND R E S U L T S
1.Theinteriordesignofthemallattractsme.Frequency
Percent Valid Percent CumulativePercent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
2
2
7
10
34
35
10.0
100
2.0
2.0
7.0
10.0
34.0
35.0
10.0
100.0
2.0
2.0
7.0
10.0
34.0
35.0
10.0
100.0
2.0
4.0
11.0
21.0
55.0
90.0
100.0
11% disagree that the interior of the mall attracts them.
80% agree that the interior of the mall attracts them.
2%
0%
2% 0%
7%
0%
10%0%
34%
0%
35%
0%10%
0%
Frequency
Valid StronglyDisagree
Disagree
SomewhatDisagree
NeitherAgree/Nor
Disagree
SomewhatAgree
Agree
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2. I notice the interior color usage of the mall.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
2
11
11
17
30
24
5
100
2.0
11.0
11.0
17.0
30.0
24.0
5.0
100.0
2.0
11.0
11.0
17.0
30.0
24.0
5.0
100.0
2.0
13.0
24.0
41.0
71.0
95.0
100.0
24% disagree that they see the color usage of the mall.
60 % agree that they see the color usage of the mall.
Valid Strongly
Disagree
2%Disagree
11%
Somewhat
Disagree
11%
Neither
agree/Nor
disagree
17%
Somewhat
Agree
30%
Agree
24%
Strongly
Agree
5%
Percent
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3. I notice the texture of the mall's interior.
Frequency Percent Valid Percent Cumulative
Percent
Valid Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
15
10
21
26
20
8
100
15.0
10.0
21.0
26.0
20.0
8.0
100.0
15.0
10.0
21.0
26.0
20.0
8.0
100.0
15.0
25.0
46.0
72.0
92.0
100.0
15% disagree that they notice the texture of the mall.
54% agree that they notice the texture of the mall.
Valid Strongly
Disagree
15%
Somewhat
Disagree
10%
Neither
agree/Nor
disagree
21%
Somewhat Agree
26%
Agree
20%
Strongly
Agree
8%
Percent
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4. The Lightning and decoration of the mall attracts me.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
3
12
8
14
35
23
5
100
3.0
12.0
8.0
14.0
35.0
23.0
5.0
100.0
3.0
12.0
8.0
14.0
35.0
23.0
5.0
100.0
3.0
15.0
23.0
37.0
72.0
95.0
100.0
23% disagree that the lighting and decoration of the mall attracts them.
68% agree that the lighting and decoration of the mall attracts them.
5. I am feel good whenever I am in the mall.
Strongly
Disagree
3%Disagree
12%
somewhat
Disagree
8%
Beither
Agree/Nor
Disagree
14%somewhat
Agree
Agree
23%
Strongly
Agree
5%
Percent
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Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
5
12
19
20
33
11
100
5.0
12.0
19.0
20.0
33.0
11.0
100.0
5.0
12.0
19.0
20.0
33.0
11.0
100.0
5.0
17.0
36.0
56.0
89.0
100.0
17% disagree that they feel good whenever they are in the mall.
61% agree that they feel good whenever they are in the mall.
6. I visit the mall because its very near to my residence or place of work.
Strongly
Disagree
5%somewhat
Disagree
12%
Beither
Agree/Nor
Disagree
19%
somewhat
Agree
Agree
33%
Strongly Agree
11%
Percent
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Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
7
14
10
19
20
25
5
100
7.0
14.0
10.0
19.0
20.0
25.0
5.0
100.0
7.0
14.0
10.0
19.0
20.0
25.0
5.0
100.0
7.0
21.0
31.0
50.0
70.0
95.0
100.0
31% disagree that they visit the mall because its very near to my residence or
place of work.
50% agree that they visit the mall because its very near to my residence or
place of work.
7. I Visit the mall because the parking space of the mall is good.
Strongly
Disagree
7%
Disagree
14%
somewhat
Disagree
10%
Neither
Agree/Nor
Disagree
19%
Somewhat
Agree
20%
Agree
25%
Strongly
Agree
5%
Percent
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Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
17
5
17
15
28
15
3
100
17.0
5.0
17.0
15.0
28.0
15.0
3.0
100.0
17.0
5.0
17.0
15.0
28.0
15.0
3.0
100.0
17.0
22.0
39.0
54.0
82.0
97.0
100.0
39% disagree that visit the mall because the parking space of the mall is good.
41% agree that visit the mall because the parking space of the mall is good.
8. The mall has convenient store hours
Frequency Percent Valid Percent CumulativePercent
Strongly
Disagree
17%
Disagree
5%
Somewhat
Disagree
17%Neither
Agree/Nor
Disagree
15%
Somewhat
Agree
28%
agree
15%
StronglyAgree
3%Percent
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Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
1
8
5
17
34
28
7
100
1.0
8.0
5.0
17.0
34.0
28.0
7.0
100.0
1.0
8.0
5.0
17.0
34.0
28.0
7.0
100.0
1.0
9.0
14.0
31.0
65.0
93.0
100.0
14% disagree that the mall has convenient store hours.
71% agree that the mall has convenient store hours.
9. Mall is a place where I can get everything (dining, movies, shopping etc)
Frequency Percent Valid Percent Cumulative
Percent
Strongly
Disagree
1%Disagree
8%Somewhat
Disagree
5%Neither
Agree/Nor
Disagree
17%
Somewhat
Agree
agree
28%
StronglyAgree
7%Percent
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Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
7
13
10
12
29
22
7
100
7.0
13.0
10.0
12.0
29.0
22.0
7.0
100.0
7.0
13.0
10.0
12.0
29.0
22.0
7.0
100.0
7.0
20.0
30.0
42.0
71.0
93.0
100.0
30% disagree that mall is a place where I can get everything (dining, movies,
shopping etc)
58% agree that mall is a place where I can get everything (dining, movies,
shopping etc)
10. Whenever I feel bored I visit the mall.
Frequency Percent Valid Percent Cumulative
Percent
Strongly
Disagree
7%Disagree
13%
Somewhat
Disagree
10% Neither
Agree/Nor
Disagree
12%
Somewhat
Agree
agree
22%
StronglyAgree
7% Percent
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Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
12
5
8
25
23
18
9
100
12.0
5.0
8.0
25.0
23.0
18.0
9.0
100.0
12.0
5.0
8.0
25.0
23.0
18.0
9.0
100.0
12.0
17.0
25.0
50.0
73.0
91.0
100.0
25% disagree that whenever they feel bored they visit the mall.
49% agree that whenever they feel bored they visit the mall.
11. Whenever I feel lonely I visit the mall.
Frequency Percent Valid Percent Cumulative
Percent
Strongly
Disagree
12%Disagree
5%Somewhat
Disagree
8%Neither
Agree/Nor
Disagree
25%
Somewhat
Agree
agree
18%
StronglyAgree
9% Percent
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Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
12
5
8
25
23
18
9
100
12.0
5.0
8.0
25.0
23.0
18.0
9.0
100.0
12.0
5.0
8.0
25.0
23.0
18.0
9.0
100.0
12.0
17.0
25.0
50.0
73.0
91.0
100.0
39% disagree that whenever they feel lonely they visit the mall.
47% agree that whenever they feel lonely they visit the mall.
12. Whenever I am stressed, I visit the mall.
Strongly
Disagree
12%
Disagree
5%
Somewhat
Disagree
8%
Neither
Agree/Nor
Disagree
25%
Somewhat
Agree
23%
agree
18%
StronglyAgree
9%
Percent
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Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
12
8
17
24
20
13
6
100
12.0
8.0
17.0
24.0
20.0
13.0
6.0
100.0
12.0
8.0
17.0
24.0
20.0
13.0
6.0
100.0
12.0
20.0
37.0
61.0
81.0
94.0
100.0
37% disagree that whenever they are stressed, they visit the mall.
39% agree that whenever they are stressed, they visit the mall.
13. I get the feeling of relaxation when I visit the mall.
Frequency Percent Valid Percent Cumulative
Strongly
Disagree
12%
Disagree
8%Somewhat
Disagree
17%Neither
Agree/Nor
Disagree
24%
Somewhat
Agree
20%
agree
13%
StronglyAgree
6%Percent
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Percent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
8
7
5
22
35
13
10
100
8.0
7.0
5.0
22.0
35.0
13.0
10.0
100.0
8.0
7.0
5.0
22.0
35.0
13.0
10.0
100.0
8.0
15.0
20.0
42.0
77.0
90.0
100.0
20% disagree that they get the feeling of relaxation when they visit the mall.
58% agree that they get the feeling of relaxation when they visit the mall.
14. I visit the mall to escape from bad weather.
Frequency Percent Valid Percent CumulativePercent
Strongly
Disagree
8%Disagree
7%
Somewhat
Disagree
5%
Neither
Agree/Nor
Disagree
22%Somewhat
Agree
35%
agree
13%
StronglyAgree
10%
Percent
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Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
12
19
21
9
17
12
10
100
12.0
19.0
21.0
9.0
17.0
12.0
10.0
100.0
12.0
19.0
21.0
9.0
17.0
12.0
10.0
100.
12.0
31.0
52.0
61.0
78.0
90.0
100.0
52% disagree that they visit the mall to escape from bad weather.
39% agree that they visit the mall to escape from bad weather.
15. I visit the mall to avoid traffic congestion.
Strongly
Disagree
12%
Disagree
19%
Somewhat
Disagree
21%
Neither
Agree/Nor
Disagree
9%
Somewhat
Agree
17%
agree
12%
StronglyAgree
10%Percent
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Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
23
17
10
17
14
12
7
100
23.0
17.0
10.0
17.0
14.0
12.0
7.0
100.0
23.0
17.0
10.0
17.0
14.0
12.0
7.0
100.0
23.0
40.0
50.0
67.0
81.0
93.0
100.0
50% disagree that they visit the mall to avoid traffic congestion.
33% agree that they visit the mall to avoid traffic congestion.
16. Mall is a good place to find out what is new
Strongly
Disagree
23%
Disagree
17%Somewhat
Disagree
10%
Neither
Agree/Nor
Disagree
17%
Somewhat
Agree
14%
agree
12%
StronglyAgree
7% Percent
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Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
2
6
5
20
26
26
15
100
2.0
6.0
5.0
20.0
26.0
26.0
15.0
100.0
2.0
6.0
5.0
20.0
26.0
26.0
15.0
100.0
2.0
8.0
13.0
33.0
59.0
85.0
100.0
13% disagree that mall is a good place to find out what is new.
67% agree that mall is a good place to find out what is new.
17. Its a good learning experience for me whenever I visit the mall
Strongly
Disagree
2%
Disagree
6%
Somewhat
Disagree
5%
Neither
Agree/Nor
Disagree
20%
SomewhatAgree
agree
26%
StronglyAgree
15%
Percent
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Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
5
8
4
19
27
19
18
100
5.0
8.0
4.0
19.0
27.0
19.0
18.0
100.0
5.0
8.0
4.0
19.0
27.0
19.0
18.0
100.0
5.0
13.0
17.0
36.0
63.0
82.0
100.0
s
17% disagree that its a good learning experience for them whenever they visit
the mall.
64% agree that its a good learning experience for them whenever they visit the
mall.
18. I enjoy handling and trying various merchandise.
Frequency Percent Valid Percent Cumulative
Strongly
Disagree
5%Disagree
8% Somewhat
Disagree
4%
Neither
Agree/Nor
Disagree
19%
Somewhat
Agree
agree
19%
StronglyAgree
18%
Percent
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Percent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
2
11
4
26
23
24
10
100
2.0
11.0
4.0
26.0
23.0
24.0
10.0
100.0
2.0
11.0
4.0
26.0
23.0
24.0
10.0
100.0
2.0
13.0
17.0
43.0
66.0
90.0
100.0
13% disagree that they enjoy handling and trying various merchandise.
57% agree that they enjoy handling and trying various merchandise.
19. Grocery shopping is a routine exercise of the housewife.
Frequency Percent Valid Percent Cumulative
Percent
Strongly
Disagree
2%Disagree
11%Somewhat
Disagree
4%
Neither
Agree/Nor
Disagree
26%
Somewhat
Agree
agree
24%
StronglyAgree
10%
Percent
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Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
2
5
12
13
26
28
14
100
2.0
5.0
12.0
13.0
26.0
28.0
14.0
100.0
2.0
5.0
12.0
13.0
26.0
28.0
14.0
100.0
2.0
7.0
19.0
32.0
58.0
86.0
100.0
s
19% disagree that grocery shopping is a routine exercise of the housewife.
54% agree that grocery shopping is a routine exercise of the housewife.
20. I enjoy going to malls when I am with friends.
Frequency Percent Valid Percent CumulativePercent
Strongly
Disagree2%
Disagree
5%
Somewhat
Disagree
12%
Neither
Agree/Nor
Disagree
13%
Somewhat
Agree
agree
28%
StronglyAgree
14%
Percent
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Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
3
2
6
15
30
24
20
100
3.0
2.0
6.0
15.0
30.0
24.0
20.0
100.0
3.0
2.0
6.0
15.0
30.0
24.0
20.0
100.0
3.0
5.0
11.0
26.0
56.0
80.0
100.0
11% disagree that they enjoy going to malls when they are with friends.
74% agree that they enjoy going to malls when they are with friends.
21. Consistently provides the best values for my money.
Strongly
Disagree3% Disagree
2%
SomewhatDisagree
6%
Neither
Agree/Nor
Disagree
15%
Somewhat
Agree
30%
agree
24%
StronglyAgree
20%
Percent
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Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
3
3
5
27
35
22
5
100
3.0
3.0
5.0
27.0
35.0
22.0
5.0
100.0
3.0
3.0
5.0
27.0
35.0
22.0
5.0
100.0
3.0
6.0
11.0
38.0
73.0
95.0
100.0
11% disagree that the outlets consistently provides the best values for their
money.
62% agree that the outlets consistently provide the best values for their money.
22. Is most likely to have what my want in stock.
Frequency Percent Valid Percent Cumulative
Percent
Strongly
Disagree
3%
Disagree
3%Somewhat
Disagree
5%
Neither
Agree/Nor
Disagree
27%Somewhat
Agree
35%
agree
22%
StronglyAgree
5%
Percent
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Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
3
1
6
27
37
21
5
100
3.0
1.0
6.0
27.0
37.0
21.0
5.0
100.0
3.0
1.0
6.0
27.0
37.0
21.0
5.0
100.0
3.0
4.0
10.0
37.0
74.0
95.0
100.0
10% disagree that they most likely dont have what they require.
63% agree that they most likely dont have what they require.
Strongly
Disagree
3% Disagree
1%
Somewhat
Disagree
6%
Neither
Agree/Nor
Disagree
27%
SomewhatAgree
37%
agree
21%
StronglyAgree
5%
Percent
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23. Has the best quality merchandise.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
4
6
12
22
28
23
5
100
4.0
6.0
12.0
22.0
28.0
23.0
5.0
100.0
4.0
6.0
12.0
22.0
28.0
23.0
5.0
100.
4.0
10.0
22.0
44.0
72.0
95.0
100.0
22% disagree that retail outlets Has the best quality merchandise.
56% agree that retail outlets Has the best quality merchandise.
24. Has the best cafeteria.
Strongly
Disagree
4%Disagree
6%Somewhat
Disagree
12%
Neither
Agree/Nor
Disagree
22%
Somewhat
Agree
28%
agree
23%
StronglyAgree
5% Percent
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Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Disagree
Disagree
Somewhat Disagree
Neither Agree/ Nor Disagree
Somewhat Agree
Agree
Strongly Agree
Total
47
28
6
7
6
2
4
100
47.0
28.0
6.0
7.0
6.0
2.0
4.0
100.0
47.0
28.0
6.0
7.0
6.0
2.0
4.0
100.0
47.0
75.0
81.0
88.0
94.0
96.0
100.0
81% disagree that has the best cafeteria.
12% agree that has the best cafeteria.
25.Name of the retail mall.
Frequency Percent Valid Percent Cumulative
Percent
Strongly
Disagree
47%
Disagree
28%
Somewhat
Disagree
6%
Neither
Agree/Nor
Disagree
7%
Somewhat
Agree
6%agree
2%
StronglyAgree
4%Percent
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Valid RELIANCE SUPER
D-MART
Total
45
55
100
45.0
55.0
100.0
45.0
55.0
100.0
45.0
100.0
Among the respondents,
45% are from Reliance Fresh,
And 55% are from D-Mart.
26. Gender
RelianceSuper
45%D-Mart
55%
Percent
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Frequency Percent Valid Percent Cumulative
Percent
Valid Male
Female
Total
54
46
100
54.0
46.0
100.0
54.0
46.0
100.0
54.0
100.0
Among the respondents,
54% are males,
And 46% are females.
27. Level of education
Frequency Percent Valid Percent CumulativePercent
Male
54%
Femal
46%
Percent
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Valid Undergraduate
Graduate
Post-graduate
Total
2
55
43
100
2.0
55.0
43.0
100.0
2.0
55.0
43.0
100.0
2.0
57.0
100.0
Among the respondents,
2% are undergraduates,
55% are graduates,
43% are post-graduates
28. Annual family income.
Undergraduate
2%
Graduate
55%
Post-
Graduate
43%
Percent
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Annual Family Income
Frequency Percent Valid Percent Cumulative
Percent
Valid Below Rs.10,000
Rs.10,000- below Rs.20,000
Rs.20,000- below Rs.30,000
Rs.30,000- below Rs.40,000
Rs.40,000 and Above
Total
12
11
23
17
37
100
12.0
11.0
23.0
17.0
37.0
100.0
12.0
11.0
23.0
17.0
37.0
100.0
12.0
23.0
46.0
63.0
100.0
Majority respondents annual family income is above rs.40,000/-.
BelowRs.10,000
12%
Rs.10,000-
Below
Rs.20,000
11%
Rs.20,000-
Below
Rs.30,000
23%
Rs.30,000-
Below
Rs.40,000
Rs.40,000
and
Above
37%
Percent
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FINDINGS
o
Majorityof
people
agree
that
interior,
lightings,
texture
and
color
of
the
outlet
attractsthem,andalsoaresatisfiedwiththetimingsoftheoutlet.Peoplealsoagreethattheyfeelgoodwhentheyareintheoutlet,andalsothattheygeteverything that they desire from the outlet.
oPeopleconsidertheparkingareaintheoutlet,beforeselectingthemallsforshopping.They visit the outlet when they feel bored, lonely, stressed.People agree
that retail outlet is a good place to find something new.People also are satisfied
with the stores they visit, because they get the things they want, and also with the
deals and the offers available in the retail outlets.
oPeopleenjoyfeelingandtryingvariousmerchandisingactivitieshappeningintheretail outlets.Even they dont realize the time, while they are doing shopping in
the retail outlets.
oMostof thehousewivesgo for the grocery-shopping in the retailoutlets.Peoplealsoenjoyintheretailoutletsalongwiththeirfriends.Peopleagreethatsalespersonservingthemisfriendlyandhelpfultothem.Andalsoagreethatretail outlets also are able to promote the products in the best way.
oTheonlythingpeoplearentsatisfiedisthattheretailoutletsisnotprovidingthem the cafeteria service.Among the respondents, 55% have described about D-
MART(Rajkot),and45% about RELIANCESUPER(Rajkot).Among the respondents, 54% are males, and rest is females.
oMajorityoftherespondentsaregraduatesandunder-graduates.Majorityoftherespondents fall underLess than 25 age bracket, which shows that youngsters
visit retail outlets more frequently.Majority of the respondents are
students.Majority of the respondents family income is between Rs.20, 000-Rs.30,000andRs.40,000andabove,whichsaysthatupper-middleclassandlower-middle-class are the frequent visitors of the retail outlets in Rajkot.
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LIMITATIONS
i.The study is limited to Rajkot Area.ii. The sample size is limited to 100 respondents only, which may not be the
representation of the population.
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CONCLUSION
Shoppers would like to minimize the effort ofshopping by reducing either the travel
timeorthetimespentintheshop.Intheformercase,thereisapossibilityofpre-purchaseinformationprocessing.Inthelattercase,shopperstendto"browse"andhence attach importance to ambience and facilities at the store.
The gender and age of shoppers drive the choiceof store. Monthly household income
didcomeoutas asignificantfactorbutitwasreflectedmoreintermsofthetypeofproducts bought.
Mengivemoreprominencetoproximity.Womentendtotradethisoffwithmerchandise offeredby the store. They also are more regular buyers.
Ambience and facilities aremoreimportantincaseswhere theshopperspendsmoretime withinthe store.
Brandspreadin themerchandiseis attachedmoreimportanceinstores thatkeptthepreferred brandand also gave an opportunity to look at otherbrands.
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ASampleDataCollectionForm(Questionnaire)
Dear Respondents,
I,Jignesh Bhagiya,thestudentofMEFGI,iamdoingmyfinalprojectonConsumerBehaviorTowards Retail Outlets. Can you spend five minutes to answer the following questions? This study is
for academic purpose only. No information shall be disclosed anywhere.
SECTION-I
The following setofstatements relatetoyourfeelingsaboutyoursretailoutlets.Thenameoftheretail outlet visited _________________________________. Using the scale below, pl
ease indicate the
extent to which you agree or disagree with the following statements about website.
Write thenumber(indicatingyouragreementordisagreement)besidethestatements.
1
Strongly
Disagree
2
Disagree
3
Somewhat
Disagree
4
Neither agree/
Nor Disagree
5
Somewhat
Agree
6
Agree
7
Strongly
Agree
SrNo Question Rating
1 The interior design of the mall attracts me.
2 I notice the interior color usage of the mall.
3 I notice the texture of the mall's interior.
4 The Lightning and decoration of the mall attracts me.
5 I am feel good whenever I am in the mall.
6 I visit the mall because its very near to my residence or place of work.
7 I Visit the mall because the parking space of the mall is good.
8 The mall has convenient store hours
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9 Mall is a place where I can get everything (dining, movies, shopping etc)
10 Whenever I feel bored I visit the mall.
11 Whenever I feel lonely I visit the mall.
12 Whenever I am stressed, I visit the mall.
13 I get the feeling of relaxation when I visit the mall.
14 I visit the mall to escape from bad weather.
15 I visit the mall to avoid traffic congestion.
16 To escape from the monotonous job routine, I visit the mall
17 Mall is a good place to find out what is new
18 Its a good learning experience for me whenever I visit the mall19 Certain stores are fun to visit because they sell products of my interest
20 I enjoy handling and trying various merchandise
21 I feel like in another world whenever I am in the mall
22 I lose track of time, whenevr I am inside the mall
23 When I leave the mall I feel it is very late at night
24 Grocery shopping is a routine exercise of the housewife.
25 Iconsider myself as a wise shopper, because of the way I bargain and getthe bestdeal
26 I enjoy going to malls when I am with friends
27 The sales persons are friendly and courteous
28 Consistently provides the best values for my money
29 Is most likely to have what my want in stock
30 Has the best advertised sales and specials
31 Has the best quality merchandise
32 Has the lowest prices overall
33 Has the most convenient store layout for shopping
34 Offers the lowest everyday prices on household essentials such as cleaning
supplies, paper goods, and health and beauty aids
35 Has the best cafeteria
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SECTION II
YourName ________________________________________________
1. Gender2. Level Of Education
3. Age Bracket
4. Occupation
5.Annual Family Income
Male
UndergraduateGraduate
Post-graduate
Female
25
26-35
36-45
46-55
55
ServiceSelf-employed
Businessman
Farmer
Housewife
Student
Other
Below Rs.10000
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ThanksF orYourCo-Operation
Rs.10000- below 20000/-
Rs20000- below 30000/-
Rs30000- below 40000/-
Rs.40000 and Above
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BIBLIOGRAPHY
Sinha, P. Banerjee, B. &Uniyal, D.(2002). Deciding Where to Buy. Store
Choice Behaviour of Indian Shoppers Journal, 27(2),1-16.
Sinha, P. Banerjee, B. &Uniyal, D.(2003). Shopping Orientation in the
Evolving Indian Market Journal, 28(2),1-10.
Prasad, C. &Aryasri, A.(2010). Effect of shopper attributes on retail format
choice behaviour for food and grocery retailing in India Journal, 39(1). 1-19
Kamaladevi, B. (2009). Customer experience management in retailing.
Business Intelligence Journal, 3(1),37-54.
Wong, A. &Sohal A. (2002). Customers Perspective on service quality and
relationship quality in retail encounters. managing service quality, 12(6),424-
433.
Kim, S. Cha, J. Bonnie J. Knutson. & Beck, J.(2011). Development and testing
of the Consumer Experience Index (CEI),21(2), 1-21
Seock Y. & Lin C.(2011). Cultural influence on loyalty tendency and
evaluation of retail store attributes. International Journal of Retail &
Distribution Management,39(2), 94-113)
Srivastav, R. K. (2008). Changing retail scene in India. International journal
of Retail & Distribution Management, 36(9),714-721.
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