aakanksha mpcv

8/2/2019 aakanksha mpcv

http://slidepdf.com/reader/full/aakanksha-mpcv 1/58

CHAPTER 1.

INTRODUCTION



1.1 BACKGROUND STUDY

Background study, as has been mention earlier, forms in important part of our research. Various

books, database and online resources were explored to enhance our understanding of industry, the

company and the pricing concepts.

Department stores are places where you can find everything you need. And by "everything" means

clothes, shoes, perfumes, and even home furnishings. The rise of department stores has made

shopping easier and more convenient for most people. We no longer have to travel far and wide

because these places have materialized everywhere in various countries. And since there are abundant

sources of these shops, searching for the perfect shopping centre has been a tad tricky for the eager

shoppers.

SHOPPING IN TWO CONDUCT

Years ago, shopping was a task that can only be completed through personal visits to stores. There

were only a limited number of stores to purchase the people's wants and needs. Shoppers also used to

pay for the merchandise through cash. But today, shopping has become a complex yet easy process

for most people. Because of the rise in the number of department stores and the various ways to shop

for the things you need, shopping has become a simpler task for everyone. Department store shopping

can now be done through personal or online visit. Shopping personally for the items you need would

require you to visit several shops. Many prefer this type of shopping because they can have a personal

view of the items they need.

Regardless of the way people shop, they need to have access to the various department stores nearest

to their areas. And because we deem this essential for your convenience, Department Stores Locally



is providing you access to the best shops situated in UK. Take a peek at the smallest to largest

department stores within your vicinity by browsing this site. You will definitely have ways to

contact the department stores that can provide everything you need.

MARKETING

Marketing is more important as it relates to consumer and their needs, whatever may be the

objectives of business, the main in which it has to concentrate will be marketing. Business today,

concentrating on marketing is found to be fairly successful though success depends on many other

factors. The purchase decision being an essence is an important aspect of marketing. Consumers are

liable for influence under different environment.

Under these circumstances a study has been conducted to analysis the preference of consciences

towards departmental stores. Channel of distribution is also called marketing channel or trade

channel, are used to provide consumer with a convenient means of obtaining the products and

services they desire. Thus, the route or path through which goods more from the place of production

to the place of consumption is called channel to distribution. There are various persons or business

consumer such as middlemen consisting of wholesalers and retailers.

DEPARTMENTAL STORES

A departmental store, a retail trade shop, was started at strategic place to please the customer by

giving him the choice of selecting all that he wants. Every business is based on understanding the

consumer and providing the kind of products that the consumer want every businessman today

makes some effort to convince the consumer for buying a product in a particular shop and for this

reason, the researcher has under taken a survey as to why they prefer departmental store?



What are the reasons for their purchase at a departmental store? What makes them to select

departmental stores? Those other forms of retails outlet in Bhilai city.

1.2 Modern Retail Formats in India

HYPERMARKET

Typically varying between 50,000 sq. ft. and 1, 00,000 sq. ft., hypermarkets offer a large basket

of products, ranging from grocery, fresh and processed food, beauty and household products,

clothing and appliances, etc. The key players in the segment are: the RPG Group's Giant

(Spencer’s) hypermarkets, and Pantaloon Retail's Big Bazaars.

CASH-AND-CARRY

These are large B2B focused retail formats, buying and selling in bulk for various commodities.

At present, due to legal constraints, in most states they are not able to sell fresh produce or liquor.

Cash-and-carry (C&C) stores are large (more than 75,000 sq. ft.), carry several thousand stock-

keeping units (SKUs) and generally have bulk buying requirements. In India an example of this is

Metro, the Germany-based C&C, which has outlets in Bangalore and Hyderabad.

DEPARTMENT STORE



Department stores generally have a large layout with a wide range of merchandise mix, usually in

cohesive categories, such as fashion accessories, gifts and home furnishings, but skewed towards

garments. These stores are focused towards a wider consumer audience catchment, with in-store

services as a primary differentiator. The department stores usually have 10,000 - 60,000 sq. ft. of

retail space. Various examples include:

(i) Shoppers' Stop, controlled by the K. Raheja Group, a pioneering chain in the country's

organized retail;

(ii) Pantaloons, a family chain store, which is another major player in the segment;

(iii) Westside, the department store chain from Tata Group's Trent Ltd;

(iv) Ebony, a department store chain from another real estate developer, the DS Group;

(v) Lifestyle, part of the Dubai-based retail chain, Landmark Group;

(vi) The Globus department and superstore chain.

SUPERMARKET

Supermarkets, generally large in size and typical in layouts, offer not only household products but

also food as an integral part of their services. The family is their target customer and typical

examples of this retailing format in India are Apna Bazaar, Sabka Bazaar, Haiko, Nilgiri's,

Spencer’s from the RPG Group, Food Bazaar from Pantaloon Retail, etc.

SHOP-IN-SHOP

There is a proliferation of large shopping malls across major cities. Since they are becoming a

major shopping destination for customers, more and more retail brands are devising strategies to



scale their store size in order to gain presence within the large format, department or supermarket,

within these malls. For example, Infinity, a retail brand selling international jewellery and crystal

ware from Kolkata's Magma Group, has already established presence in over 36 department

chains and exclusive brand stores in less than five years. Shop-in-shops have to rely heavily on a

very 95 efficiently managed supply chain system so as to ensure that stock replenishment is done

fast, as there is limited space for buffer stocks.

SPECIALTY STORE

Specialty stores are single-category, focusing on individuals and group clusters of the same class,

with high product loyalty. Typical examples of such retail format are: footwear stores, music

stores, electronic and household stores, gift stores, food and beverages retailers, and even focused

apparel chain or brand stores. Besides all these formats, the Indian market is flooded with formats

labeled as multi-brand outlets (MBOs), exclusive brand outlets (EBOs), kiosks and corners, and

shop-in-shops.

CATEGORY KILLERS – LARGE SPECIALTY RETAILERS

Category killers focus on a particular segment and are able to provide a wide range of choice to

the consumer, usually at affordable prices due to the scale they achieve.

Examples of category killers in the West include Office Mart in the US. In the Indian context, the

experiment in the sector has been led by “The Loft”, a footwear store in Powai, Mumbai

measuring 18,000 sq. ft.

DISCOUNT STORE

A discount store is a retail store offering a wide range of products, mostly branded, at discounted

prices. The average size of such stores is 1,000 sq.ft. Typical examples of such stores in India are:



food and grocery stores offering discounts, like Subhiksha, Margin Free, etc. and the factory

outlets of apparel and footwear brands, namely, Levi’s factory outlet, Nike’s factory outlet,

Koutons, etc.

CONVENIENCE STORE

A convenience store is a relatively small retail store located near a residential area (closer to the

consumer), open long hours, seven days a week, and carrying a limited range of staples and

groceries. Some Indian examples of convenience stores include:

In & Out, Safal, amongst others. The average size of a convenience store is around 800 .



CHAPTER 2.

DEPARTMENTAL STORES IN

BHILAI & RAIPUR

DEPARTMENTAL STORES IN BHILAI & RAIPUR

ANMOL SUPER BAZAAR :

Anmol super bazaar was started in 2003 in Bhilai, the owner of the departmental store is

Mr. Paras Chand Chauradiya. They are the mainly selling the products of HUL, ITC &

Ponds companies. Its present manager is Mr. Subodh Shukla.



Address: Chouhan Estate Near Chandra Mourya Takies, Supela Bhilai (C.G.)

APNA SUPER BAZAAR :

Address: New Civic Center , Bhilai (C.G.)

TRIPTI SUPER BAZAAR :

Address: Nehru Nagar Near BSR Hospital Bhilai (C.G.)

BIG BAZAAR, RAIPUR :

Big Bazaar, a part of the Pantaloon Group, is a hypermarket offering a huge array of

goods of good quality for all at affordable prices. Big Bazaar with over 50 outlets in

different parts of India is present in both the metro cities as well as in the small towns. Big

Bazaar has no doubt made a big name in the retail industry of India; moreover shopping

here is further made a memorable experience with the varied rates of discounts on

products as well as discount vouchers available in a variety of amounts

Raipur, India, July 19, 2007 - Pantaloon Retail (India) Limited, a part of the Future Group,

today announced its entry in the State of Chhattisgarh with the opening of it’s largest

chain of hypermarket store – BIG BAZAAR – in Raipur city. Widely known for it’s

unbelievable pricing and unmatched offers throughout the year, the popular Big Bazaar

will cater to the entire household needs of the citizens of Raipur city.

VISHAL MEGA MART, RAIPUR :

Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all

price ranges. The showrooms have over 70,000 products range which fulfills all your

household needs, and can be catered to under one roof. It is covering about 29, 90, 146 sq.

ft. in 24 states across India. Each store gives you international quality goods and prices



hard to match. The cost benefit that is derived from the large central purchase of goods

and services is passed on to the consumer.

WESTSIDE, RAIPUR :

The Westside stores have numerous departments to meet the varied shopping needs of

customers. These include Menswear, Women’s wear, Kid’s wear, Footwear, Cosmetics,

Perfumes and Handbags, Household Accessories, lingerie, and Gifts. The company has

already established 41 Westside departmental stores (measuring 15,000 - 30,000 square

feet each) in Raipur (C.G) Ahmedabad, Bangalore, Chennai, Delhi, Gurgaon, Ghaziabad

& Noida (to be considered as 1 city), Hyderabad, Indore, Jaipur, Kolkata, Ludhiana,

Lucknow, Mumbai, Mysore, Nagpur, Nashik, Pune, Rajkot, Surat, Vadodara and Jammu.

The company hopes to expand rapidly with similar format stores that offer a fine balance

between style and price retailing.

CHAPTER 3.

LITERATURE REVIEW



3. LITERATURE REVIEW

STATEMENT OF PROBLEM

The study of the consumer behaviour enable us to analysis one’s own decision in buying. The

very look of the departmental store attracts people, the way in which products are visited not only

to buy, but also spend sometimes in the cafeteria and to enjoy the atmosphere, the consumer takes

a look to choose the product and understands the inferential as well as the external factors. This is

done in a clean unpolluted atmosphere in departmental store. It is a matter for study as to why

people come and buy from a departmental store.



ATTITUDE

“Attitudes are evaluative statement either favourable or unfavourable concerning objects, people

or events.They reflect how one feels about something. When I say I like my job, I am expressing my

attitude about work.” ….Stephens P. Robins

“An attitude can be defined as a persistent tendency to feel and behave in a particular way

toward some object.”

….Luthans

COMPONENTS OF ATTITUDE :

1. Cognitive component : The opinion or belief segment of an attitude.

2. Affective component: The emotional or feeling segment of an attitude.

3. Behavioural component: Refers to an intention to behave in a certain way towards someone or

something.

ATTITUDE CAN BE FORMED BY THE FOLLOWING:

1. Conditioning

2. Direct experience

3. Social learning

FUNCTIONS OF ATTITUDE:

a. Adjustment

b. Ego-defensive

c. Value Expressive



d. Knowledge

e. Attitude formation

CONSUMER BEHAVIOUR

Consumer behaviour is defined as that behaviour exhibited by people in planning, purchasing and

using economic goods and services. Buyers behaviour is the process by which individuals decide

whether, what, when, where, how and from whom to purchase goods and services.

“Instead of trying to market what is easier for us to make, we must find out much more about

what the consumer is willing to buy – we must apply our creativeness more intelligently to

people, and their wants and needs rather than to product” – Charles G. Martina emphasizing on

the above statement, the target of all marketing activities should be consumers. The firms have to

device plans and implement them so as to achieve consumer satisfaction. This calls for an

analysis of how consumer behaves in the market place. Buyer behaviour may be viewed as an

orderly process whereby the individual interacts with his environment for the purpose of making

market decisions on products and services

Thus, the chief characteristics of buyer behaviour are:

1. It includes observable physical activities, such as walking through the market to examine the

products and in making a purchase, and mental activities – such as forming attitudes, perceiving

advantages materials and learning to prefer a particular brand. The consumers apply both the

activities to acquire goods and services and obtain satisfaction from them.

2. Consumer behaviour is a complex and dynamic concept, too constantly changing, and therefore

management need to adjust with the change, otherwise the market may be lost.



3. The individual’s specific behaviour in the market place is affected by interval factors such as

needs, motives, perception and attitudes as well as by external or environmental influences such

as the family, social groups, cultural, economic and business influences.

To achieve a better understanding of the consumer behaviour, study of those disciplines, which

may provide some explanations as to “why people behave as they do” is required. The internal

and external forces and influences interact in highly complex ways, affecting the individual’s total

pattern of behaviour as well as his buying behaviour.

EVALUATION OF ALTERNATIVES

A consumer uses information to arrive at a set of final brand choices. The question is, how does

the consumer choose among the alternative brands in the choice set? He evaluates the various

alternatives available in the market on the basis of certain attributes. There is no simple and single

evaluation process used by all consumers or by one consumer in all buying situations. The

attributes of interest to buyer vary by product, their need, quality, style, etc.

PURCHASE DECISION

Having evaluated the purchase alternatives, he has to decide whether to buy or not to buy. If he

has decided to buy, then he has to take decisions regarding the brand, the quantity of purchase, the

place of purchase and the mode of payment to the made.

POST PURCHASE BEHAVIOUR



After purchasing the product, the consumer will experience some level of satisfaction or

dissatisfaction. This will influence his subsequent behaviour. If he is satisfied, he will show more

interest to buy the product the product or get information that might confirm its high value.

Hence, to satisfy a consumer, a market must try to convince him to choose a product, the

attributes for which a consumer gives importance must be analyzed.

The marketer’s job does not come to an end as soon as the product is being bought, but continues

into the post purchase period. Further, proper understanding of the various participant’s behaviour

in the buying process and the major influences on their buying behaviour, will help the marketers

to design effective marketing programs for their target markets.

3.1 Factors That Influence Buyer Behaviour

Throughout the buying process, various factors may influence the buyer. A person’s culture,

social class, reference groups and self-image all have a bearing on the purchase decision. As to



the situational factors lik e the presentation of the product, the events in the buyer’s life and the

person’s mood at the time of purchase also induce him to purchase a product of his choice.

1. CULTURAL FACTORS

Culture is the most fundamental of a person’s wants and behaviour. It refers to a set of

learned beliefs, attitudes, values, customs, habits, etc., and determines human wants and

behaviour. Separate marketing strategy can be developed for each culture and market can

be segmented for patterns of behaviour varying between different cultures.

2. SOCIAL FACTORS

The different classes namely, upper class, middle class and lower class also determine the

behaviour of a person to purchase his products. Low class customers buy usually on

impulse and do not even care to read advertisement much. Middle class consumer

purchase carefully and read advertisements much to know and compare the prices of

different procedures engaged in the same line of activity. Upper class consumers want

high class goods maintain their status in the society.

3. . PERSONAL FACTORS

A buyer’s behavior is also influenced by personal factors such as age, occupation, income, life

style, etc

a) Age

People buy different products at their different life stage, their taste, preferences, etc., also change

with change in life stage. For instance, taste in dress materials, recreation etc., are age related.



b) Occupation

For certain occupation, the purchase of certain type of products is necessary. For example, a sales

representative will buy fancy dress, shoes, suitcase, etc., to win the attention of the people.

Similarly, a chief executive of a company will buy costly suits, undergo air travel, etc.

c) Income

Income being the main source of purchasing power, the buying pattern of people differs with

different level of income.

d) Life Style

The term life style refers to the person’s pattern of living in the world. People belong to same

social class, occupation, may lead quite different life styles. Life style attempts to profile a

person’s way of being and acting in the world.

4. PSYCHOLOGICAL FACTORS

A person’s buyer behavior is also influenced by the following psychological factors.

a) Motivation

A motive as an inner urge that moves a person to some action. People buy goods as a result of

certain mental as well as economical forces that create desires of buying such goods.

b) Perception

“Perception is the process by which an individual selects, organizes and interprets information

inputs to create a meaningful picture of the world”. Persons at the same motivated stage may act

in a quite different manner if they perceive the situation differently.



c) Learning

Learning may be defined as all changes in an individual’s behaviour arising from past experience.

Learning is the main aspect in the study of human behaviour. Buying decisions are affected

critically by the learning experience of buyers.

d) Attitudes

An attitude is a state of mind feeling. If may be described as a person’s emotional feeling, action,

tendencies towards some idea or object. If a person has an attitude towards a product, it is difficult

to change his attitude because a person’s attitude settles into a consistent pattern. It induces him to

behave in some way. People have attitudes towards each and everything and to study the buyer

behaviour it has to be taken into notice.

3.2 Key Findings till now:

1. At a macro level, manufacturers felt that the impact of modern retail will be positive.

According to them, the advent of organized retail in India was both welcome and inevitable for

the Indian economy. In their opinion, the benefits that organized retail would bring by far

outweigh the negative effects of inadequate retail services in a country like India.

Some of the reasons cited for this positive impact were:

• Benefits for consumers: Organized retail will offer consumers several benefits, such as

wider product choice more in line with consumer needs, lower prices, better shopping experience

because of improved store ambience and increased browse ability, enhanced service, and quality

levels.



• Greater job creation: Organized retail will create employment at several levels. The most

significant increase will be in front-end jobs for retail staff, where the contribution of organized

retail will be not only in the greater number of the people employed but also in making jobs that

were otherwise considered “menial”, more dignified, thereby, giving even those without higher

educational qualifications a decent livelihood.

• Efficient supply chain: The robust sourcing and distribution network likely to be set in

place by modern trade would result in a more efficient supply chain management -- reduced lead

times, fewer stock outs, reduced wastage, and consistent product quality.

• Survival of traditional retail: Manufacturers believe that both small and large retailers

would continue to co-exist in India. Small retailers account for the bulk of retail sales today and

will remain a significant force in the future since growing consumption will itself warrant the

growth of both organized and traditional retail. Traditional retailers will also innovate, upgrade

their stores and enhance value-added services to retain and strengthen relationships with their

customers.

2. The likely direct impact on the business of manufacturers, however, will not be entirely

positive. The response of manufacturers interviewed to the likely impact of growth of organized

retail on their own businesses was, on the whole, more guarded and less positive. The benefits

that organized retail

would bring in terms of creating higher demand for their brands and greater efficiency in the

distribution system would need to be weighed against the pressures on prices, margins, and the

threat of competition from private label brands.



3. Manufacturers anticipate several benefits.

• Organized retail will fuel growth and build efficiencies. Manufacturers felt that the

advent of modern retail will stimulate their growth as well. Initially, this will be because of

increased demand created by organized retailers in order to fill retail shelf space, and,

subsequently, because of increased consumption created by the consumers’ exposures to

categories and brands at modern retail formats. They also felt that the need to service large buyers

demanding lower prices and greater efficiencies will force large manufacturers to invest in people,

processes, and technology to streamline their own production and distribution operations.

• Organized retail will aid development of new FMCG categories.

Manufacturers anticipate that organized retail will help in the development of new product

categories – particularly higher priced categories, categories that have a high degree of consumer

involvement and those which benefit from consumer touch and feel – like personal care products

and eatables. Further, since modern retail facilitates faster customer feedback, they will be able to

effect improvements in products and brands and “go to market” faster.

• Organized retail’s sourcing and distribution network will benefit

manufacturers. Manufacturers felt that, currently, most of organized retail is operating

through the traditional supply chain with its multiplicity of intermediaries. As organized retail

grows and large retailers have their distribution centers (DC) and IT infrastructure in place,

manufacturers will be able to supply directly to these retailers. This would help reduce transaction

costs on logistics, packaging, credit, commissions, etc. Elimination of intermediaries would also

bring in more transparency in the flow of operations.



CHAPTER 4.

RESEARCH METHODOLOGY



RESEARCH METHODOLOGY

Research Methodology is the way to systematically solve the research problem. Research

methodology just does not deal with research methods but also considers the logic behind the

methods. It may be understood as the science of studding how research is done scientifically and

systematically.

METHODOLOGY

The primary methods of data collection that is questionnaire technique was used to collect the

data required. Respondents include both male and female. Convenience sampling method has

been adopted under the non-probability sampling technique

The questionnaire consists of four parts namely, personal information, purchasing pattern, details

about products and customers services provided at the store. The questionnaire was designed in

such a way that the respondents were able to express their opinions and ideas freely and frankly.

Sample Area of the Study

The area covered under the study is in Bhilai and Raipur city.

Period of the Study

The study was conducted during the period Febuary 2011 to March 2011.

Population

To achieve the objective of the study, the city of Bhilai and Raipur is selected.

So population of research consists of individual customer of Bhilai and Raipur city.

Sample Size



The sample is a representative unit of population. It is neither feasible nor desirable cover

the entire population, so we have taken sample size 180 for this project.

Sampling Method

The sampling method adopted in the research is convenient sampling. In This sampling

the researcher selects the respondents who are basically coming to the store.

Sources of Data collection

Both primary and secondary data are required. Primary data is the first hand information

collected directly from the respondents. The tool used here is questionnaire. Primary data

is collected through survey among existing customer.

Secondary Data

Secondary data is collected through internet and books.

RESEARCH DESIGN



4.1The Project Brief

The objectives of the study are:

priliminaryresearch

identifiying

facilities of both orgnised

andunorgnised

stores. identifythe factors that

attract theconsumer

Interview andfgd's of

consumers

Preparation of research

instruments(Quesstionnaire)b

ased oninterview

Pre testing theresearch

instruments

identifyingsource of data

collection

collecting datafrom

respondent

Primary dataanalysis-usingstatistical tools

andtechiniques

Conclusionsand

recommendations-based ondata analysis



To study the factor influencing the customers to purchase house hold articles from

departmental store.

To study the needs of the customers at the place of purchase.

To study the consumer’s opinion and ideas about the price, quality and services rendered

by the departmental stores.

To study the sales services provided by the departmental stores.

To suggest, improve in sales and functions in the departmental stores based on results.

4.2 RESEARCH PLAN



BBEEGGIINNNNIINNGG IINNVVEESSTTIIGGAATTIIOONN

This phase involved beginning investigation of the various factors which could possibly affect the

consumer’s perception about the various brands and in turn influence the purchasing decisions of the

customer from departmental stores.. We primarily used three methods to identify the various factors. The

Identify currentstatus of

Departmental Store

in Raipur

Determinecustomer

Satisfaction

Towards

DepartmentalStore in Raipur

Identify variousfactor attracting

consumer towardsDepartmental Store

Evaluating variousfactor



Secondary data gathered was analyzed to understand the current scenario of the Retail stores. The

analysis of the secondary data also helped us find different attributes which affect the Retail segment.

44..22..11 CCOOLLLLEECCTTIIOONN OOFF QQUUAANNTTIITTAATTIIVVEE DDAATTAA::

MMeeaassuurreemmeenntt aanndd SSccaalliinngg PPrroocceedduurreess:: Non-Comparative Rating scale is used in which

respondents evaluate only one object at a time, and for this reason no comparative scales are often

referred to as monadic scales. No comparative techniques consist of continuous and itemized rating

scales. We have used continuous rating scale in order to rate the choices for purchase considerations and

the sources of purchase decisions.

QQuueessttiioonnnnaaiirree DDeessiiggnn:: This phase involved the design of the questionnaire on the basis of the focus

group discussion which identifies possible factors as influencing the customer behavior. Research

problems were listed and then the information needed was identified. The questions were then prepared

in order to fulfill the information requirements as identified earlier.

SSuurrvveeyy:: Different Survey methods were used for collection of data. The principle method used was

Personal Interviewing of the respondents. Focus group discussion was conducted by us in Raipur.

44..22..11 SSAAMMPPLLIINNGG PPRROOCCEESSSS::

TTaarrggeett PPooppuullaattiioonn:: The target population is the collection of elements or objects that process the

information sought by the researcher and about which inferences are to be made. Our target population

involves the customers of Supermarket & Departmental stores in Bhilai & Raipur.



SSaammppllee SSiizzee--::

The aim was to collect 180 samples for the analysis. The samples should be such that they are customers

of Departmental stores. We also tried to get a sufficient ratio of men and women in the samples. The

main demographics targeted were the younger age group as they are more conscious and aware of

shopping trends. Also I tried to focus more on the mothers and young professionals as they would be

more interested in trying out modern stores and was more conscious.

Customers who have been purchasing from the modern stores were better able to answer the questions

regarding the influencing factors and the reasons for their attraction and purchase.

SSaammpplliinngg TTeecchhnniiqquuee:: A mixture of quota and stratified method was used for sampling, with care

being taken to get responses from customers of different age groups and of different professions.

Brief introduction about this Survey :-

Research Design Descriptive

Research Instrument Structured questionnaire

Data collecting Primary data collected through questionnaire,

Secondary data from books, Internet.

Sample Unit People of Bhilai and Raipur



Sample Size 180

Sample Technique Survey

Sample Frame convenient



CHAPTER 4.

DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS & INTERPRETATION

INTRODUCTION

All the information collected from the sample respondents is analyzed and the results presented at the

end of this chapter. The data analysis are related to the customer need in a departmental store, various



factors influencing their purchase and their opinion regarding the products price, quality and etc, and the

after sales services rendered by the departmental store.

MMEETTHHOODDOOLLOOGGYY

QQuueessttiioonnnnaaiirree CChheecckkiinngg / / EEddiittiinngg:: The questionnaire is checked for completion and interviewing

quality. Editing is the review of the questionnaire with the objective of increasing accuracy and precision.

CCoollllaattiioonn oof f DDaattaa:: The data is collated in the excel sheet and prepared for statistical analysis. An pie

chart view of the data was also taken for further analysis.

Primary research analysis: The group members have conducted the surveys in the form of

questionnaires and Interviews from respondents format of which has been given in the Primary

Research Methodology. Target Group consists of house‐wives, working professionals and

college students above 18 year old.

5.1 DEMOGRAPHIC INFORMATION

TABLE SHOWING THE OCCUPATIONAL STATUS OF THE RESPONDENTS



Interpretation: - Above table showing the occupational status of the respondents. It reveals

that, more than 46% of the respondents are Students, followed by 33% of the respondents are

Employed and least no. of respondents are Business and House Hold.

CHART SHOWING THE AGE GROUP OF THE RESPONDENTS

Total Respondent

0

2

4

6

8

10

12

14

StudentEmployed

House WifeBuiness

Student Employed House Wife Buiness

Total Respondent 14 10 5 2



Interpretation: - The above represents the age group of the respondents. More than 70% of the

respondents belong to the age group of Below 30 years. 13% of the respondents belong to the age

group of 30 - 40 years and a least of 7% belong to the age group of 40-50years and 7% above 50 years.

GRAPH SHOWING THE MARITAL STATUS OF THE RESPONDENTS

73%

13%

7%

7%

Below 30 years 30-40 Years 40-50 years Above 50 years



Interpretation: - The table shows the marital status of the respondents. It reveals that, about 73% of

the total respondents are Single and 27% are married.

EDUCATION QUALIFICATION

0

5

10

15

20

25

Single

Married

A x i s T i t l e

Single Married

Marital Status 22 8

Marital Status



Interpretation:-

The above represents that 33% of the respondent are Undergraduate, 40% of the

respondent are Graduate, 27% of the respondent are Postgraduate & 10% of the

respondent are Professionally Qualified.

5.2 ANALYSIS & INTERPRETATION

Q1. From which type of store you prefer purchasing the product?

Undergraduate

Postgraduate

Graduate

Professionally

Qualified



Options No. Of Respondent Percentage (%)

(I) Organized 21 70%

(II) Both Org. &

Unorganized9 30%

Total 30 100%

Interpretation:-

The above data shows that 70% of the respondent prefers Organised Stores for purchasing & 30%

of the respondent purchase from both the Organised & Unorganised Stores.

Q2. How many times do you go for purchasing?


(I)Once in a month 11 36.7%

0

5

10

15

20

25

Organized Both

No. Of Respondent

No. Of Respondent



(II)Once to thrice a month 3 10%

(III)Many times a month 9 30%

(IV)Rarely 7 23.3%

Total 30 100%

Interpretation:-

The above data shows that 37% of the respondent go once in a month, 10% of the

respondent go once to thrice a month, 30% of the respondent goes many times a month &

23% of the respondent goes rarely for purchasing.

Q3. Which type of product you purchase from Departmental Store?

Options No. Of Response Percentage (%)

(I) Fruits & vegetables 10 13.51%

(II)Provisions & groceries 19 25.7%

0

2

4

6

8

10

12

Once in a month Once to thrice a month Many times a month Rarely

No of respondent



(III)Cosmetic product 20 27.0%

(IV)Health care product 11 14.9%

(V)Stationery products 14 18.91%

Total 74 100%

Interpretation:-

The above data shows that 13.5% of the respondent buys fruits & vegetables, 25.5% of the

respondent buys provision & groceries, 27% of the respondent buys cosmetic product,

15% of the respondent buys health care product, 19% of the respondent buys stationery

items from departmental stores.

Q4. What is the reason for purchasing through Departmental Store?


0

5

10

15

20

25

Fruits &

vegetables

Provisions &

groceries

Cosmetic

product

Health care

product

Stationery

products

No of Response

No of Response



(I) Convenient 18 34%

(II) Time Saving 15 28.3%

(III) Less Cost 12 22.64%

(IV) Prestige 8 15.1%

Total 53 100%

Interpretation:-

The above data shows that 34% of the respondent purchase from departmental stores

because it is convenient, 28% for time saving, 22.5% because of less cost & 15% because

of their prestige consideration.

Q5. What factors attract you towards modern retail stores?

0

2

4

6

8

10

12

14

16

18

20

Convenient Time Saving Less Cost Prestige

No. of Response

No. of Response




(I) Variety of products 16 47.1%

(II) Offers & schemes 6 17.65%

(III) Environment 5 14.7%

(IV) Facilities 7 20.6%

Total 34 100%

Interpretation:-

The above data shows that variety of product is the main factor which attracts the

customers while offers & schemes not much influence the customer.

Q6. How do you come to know about offer & schemes?


0

2

4

6

8

10

12

14

16

18

Variety of Product Offers & Schemes Environment Facilities

No. Of Response

No.Of Response



(I)Advertisement(T.V.,

Radio)

12 36.4%

(II) Newspaper/Magaz. 13 39.4%

(III) Through Persons 5 15.2%

(IV)Others 3 9.1%

Total 33 100%

Interpretation:-

The above data shows that main sources of information to the customers are Newspaper,

T.V. & FM Radio.

Q7. Do they provide free door delivery service?

0

2

4

6

8

10

12

14

Advertisement Newspaper Persons Others

No. Of Response

No.Of Response




(I) Always 11 36.7%

(II) Often 8 26.7%

(III) Sometimes 2 6.7%

(IV) No 9 30%

Total 30 100%

Interpretation:-

The above data shows that 36.5% of the times departmental stores provides free door

delivery service, 26.5% of the times departmental stores often provides free door delivery

service, 6.5% of the times departmental stores provides free door delivery service & 30%

of the times departmental stores don’t provides free door delivery service.

0

2

4

6

8

10

12

Always Often Sometimes No

No.Of Respondent

No.Of Respondent



Q8. Do they provide parking facility free of cost?


(I) Yes 23 76.7%(II) No 7 23.3%

Total 30 100%

Interpretation:-

The above data shows that 77% of the customer uses the parking facility free of cost &

23% of the customer has to pay for using the parking facility.

Q9. Do they provide discount & benefits?

0

5

10

15

20

25

Yes No

No.Of Respondent

No.Of Respondent




(I) Always 5 16.7%(II) Occasionally 10 33.3%(III) Sometimes 14 46.7%(IV) No 1 3.3%

Total 30 100%

Interpretation:-

The above data shows that 16.5% of the customer believe that departmental stores always

provides offer & schemes, 33% of the believe occasionally, 46.5% believe sometimes&

3.3% believe that the departmental stores never provides offer & schemes.

Q10. Do you buy branded products?

0

2

4

6

8

10

12

14

16

Always Occasionally Sometimes N0

No.Of Respondent

No.Of Respondent




(I)Always 7 23.3%(II)Sometimes 18 60.0%(III)Rarely 5 16.7%

Total 30 100%

Interpretation:-

The above data shows that 23.3% of the customers always buy branded products, 60% of

the customers sometimes buy branded products & 16.7% of the customers rarely buy

branded products.

Q11. Which mode of purchase you mostly follow?

0

2

4

6

8

10

12

14

16

1820

Always Sometimes Rarely

No.Of Respondent

No.Of Respondent




(I)Cash 30 100%(II)Credit 0 0%

Total 30 100%

Interpretation:-

The above data shows that since all the departmental stores don’t provide credit facility, they deal

only in cash payment.

Q12. What is your at a time budget for purchasing?

0

5

10

15

20

25

30

35

Cash Credit

No.Of Respondent

No.Of Respondent




(I)Rs 500-1000 5 16.7%(II)Rs1000-2000 14 46.7%(III)Rs 2000-3000 7 23.3%(IV)Above Rs 3000 4 13.3%

Total 30 100%

Interpretation:-

The above data shows that 16.7% of the customers have their at a time budget of 500-

1000, 46.7% of the customers have their at a time budget of 1000-2000, 23.3% of the

customers have their at a time budget of 2000-3000 & 13.3% of the customers have their

at a time budget above Rs 3000.

0

2

4

6

8

10

12

14

16

500-1000 1000-2000 2000-3000 Above 3000

No.Of Respondent

No.Of Respondent



CHAPTER VI



6.1 FINDINGS

1. Mostly the youth & students prefer the departmental stores.

2. People generally go in departmental stores to buy variety of products.

3. Attractive offers & schemes is not the important factor for purchasing from the departmental

stores.

4. Some departmental stores are not situated at convenient locations.

5. Majority of the customers goes only once in a month for purchasing.

6. Newspaper, Television & FM Radio is the major sources of information to the customer.

7. At a time budget of customers fluctuates in the range of Rs 1000-2000.

8. 86% of the customers are satisfied with services & facilities of departmental stores.

9. When a customer go for purchasing with others (friends, relatives & colleagues) his budget

increases.

10. Customers above age of 40yrs don’t discriminate between General Stores & Departmental Stores.

11. All Departmental Stores accept Debit & Credit cards, but they do not have the facility of Online

Shopping.



6.2 RECOMMENDATIONS

1. Departmental stores should also offer the facility of trolley for carrying, since bucket is not

sufficient enough.

2. Departmental stores should have the air conditioned stores.

3. Departmental stores should have the different doors for entry & exit.

4. Departmental stores should not allow the customer to carry their own bags while entering in the

store, their should be a proper arrangement for keeping it in a self with token system.

5. They should also start keeping gifts, art & crockery products.

6. They can also attract more customers by keeping some additional products like school bags,

raincoat, belts, goggles, caps, stationary items, greetings & bakery products.

7. They should regularly check their security cameras.

8. If possible they should install the Metal Detector system for the purpose of security & safety.

9. They should always keep fire extinguisher & install fire alarm in their store.

10. Emergency number should be written in the notice board or near counter.

11. They should display screen which keep on informing to the customers.



6.3 LIMITATIONS / CONSTRAINTS

Since this Project was intended to initiate us to the methodologies and techniques of Business Research

Methods, therefore there are a number of constraints in terms of Manpower and Resources to conduct a

large-scale survey. The scope of the project was limited to learning.

There have been a number of limitations because of which the survey may not be indicative of the views

of the target population. A few of these have been mentioned below:

The Sample size used for the research is less.

The Sample consisted of large no. of students.

The Target Area was limited to some colonies, offices and colleges.

Consultation with Experts would have largely improved quality of the Research.

The Questionnaire was not extensive and more issues could have been addressed.

The responses obtained might be inaccurate or biased, inadvertently or deliberately.

The sample of the respondents chosen for the study might not be the exact representative.

Analysis of the proposed aspects might differ depending on the tools and techniques used.



6.4 CONCLUSION

After analyzing the Departmental Stores, I concluded that the organized retail has opportunities to grow

in India in spite of the kirana stores because these kirana shops will also get benefit of the growing

economy. The argument that the kirana shops will be affected by these malls is only myth. The organized

retail is attracting more and more Indian as well as foreign players of the retail industry. As my study

shows that a major portion of the organized retail will be developed in small cities and towns, this

opportunity has not been encashed by kirana stores and they are unable to meet the requirements of the

customers. Therefore both the Departmental stores and kirana stores can play simultaneously in India so

no need get afraid due to the Departmental stores.

Nevertheless, there is a timely need for a fresh regulatory framework and competition policy so that both

traditional retail and modern retail can continue to grow in harmony eventually closing the gap between

the organized and unorganized sector. The robust sourcing and distribution network of large retailers

would certainly help make the supply chain more efficient.

Owners of the Departmental stores are gearing up to counter these pressures by strengthening their own

brands, enhancing their retail presence and collaborating with traditional retailers. They believe, however,

that both modern and traditional retailers will co-exist in India for some time to come, as both of them

have their own competitive advantages. The kirana has a low- cost structure, convenient location, and

customer intimacy. Modern retail offers product width and depth and a better shopping experience.



.

7. BIBLIOGRAPHY

C.R Kothari, Research Methodology, Wishwa Prakashan 2002.

Philip Kotler, Marketing Management, Prentice Hall of India Pvt. Ltd., New Delhi.

Saxena, Rajan, Marketing Management, Tata McGraw Hill Publishing Company, New Delhi.

Annual Report 2006-07. Ministry of Agriculture, Department of Agriculture & Cooperation,Government of India.

Bose, P.R. 2005. Amul mulls setting up 10,000 parlours: May sell fresh, froze vegetables.

Business Line Internet Edition.

http://www.thehindubusinessline.com/2005/06/22/stories/2005062201480900.

htm 21 (accessed February 4, 2008).

Business Line. 2007. ITC to take retail biz to doorsteps of customers. February 7.

Commerce and Industry Ministry. 2007. India Retail Report 2007. Delhi: Commerce and Industry Ministry,

January.

CRISIL Research, 2007. Organized food retailing can increase rural income, cut inflation – Resultant

increase in rural spending can boost GDP, Insight in Industry, June.

Financial Express. 2007. Mayawati: Retail to open to RIL. December 25.

Goldman, A. 1974. “Outreach of Consumers and the Modernization of Urban FooRetailing in

Developing Countries,” Journal of Marketing, 38 (4), October: 8-16.

Gulati, A. 2007. Organized retail must be competitive and inclusive. Economic Times. September28.



Gulati, A. and K. Kanguly. 2007. “Competition among retail giants good,” Economic Times of India, 3 August

http://economicstimes.indiatimes.com

QUESTIONNAIRE

Dear Sir/Madam,

I am conducting a survey entitled “A Study on Customer’s Attitude towards Departmental

Stores in Bhilai city” I need your help in conducting this study. Kindly provide me your valuable opinion to fill

this schedule. The information provided by you will be exclusively used for academic purpose.

Part I Demographic Information

a) Name :_______________________________________________

b) Address :_______________________________________________

c) Phone/Mobile No :_______________________________________________

d) Occupation : Student Employed House Wife Business

e) Age : Below 30 years 30-40 y 40-50 y Above 50 y

f) Marital statues : Single Married

g) Education Qualification : Undergraduate Graduate

Postgraduate Professionally Qualified

Part II

1. Are you aware of Departmental Stores? (I) Yes (II) No

2. From which type of store you prefer purchasing the product?

a) Organized (Departmental Store)

b) Unorganized (General stores)

IF Organized – CONTINUE, ELSE TERMINATE

3. How many times do you go for purchasing?

(I) Once in a month (III) Many times a month

(II) Once to thrice a month (IV) Rarely

http://economicstimes.indiatimes.com/

http://economicstimes.indiatimes.com/



4. Which type of product you purchase from Departmental Store?

(I) Fruits & vegetables (IV) Health care product

(II) Provisions & groceries (V) Stationery products

(III) Cosmetic product (VI) all the above

5. What is the reason for purchasing through Departmental Store?

(I) Convenient (IV) Time saving (VI) All

(II) Less cost (V) Prestige

6. What factors attracts you towards modern retail stores?

(a) Variety of products (b) Offers & Schemes

(c) Environment (d) Facilities

7. How do you come to know about offer & schemes?

(I) Advertisement(TV/Radio) (III) Through Persons in contact

(II) Newspaper/Magazines (IV) Others

8. Do they provide free door delivery service?

(I) Always (III) Some times

(II) Often (IV) No

9. Do they provide parking facility free of cost?

(I) Yes (II) No

10. Do they provide discount & benefits?

(I) Always (III) Some times

(II) Occasionally (IV) No

11. Do you buy branded products?

(I) Always (III) Rarely

(II) Sometimes

12. Which mode of purchase you mostly follow?(I) Cash

(II) Credit

13. What is your at a time budget for purchasing?

(I) Rs 500-1000 (III) Rs 2000-3000

(II) Rs 1000-2000 (IV) Above Rs 3000





SSIPMT/MBA/SATYAJIT SARKAR Page 57

LiKert Scale

S.No Questions Strongly

Agree

Agree Neither Agree

Nor Disagree

Disagree Strongly

DisagreeDon’t Know/

No comments

1 Store are conveniently located 12 10 1 6 1

2 Store working hour are suitable

for you4 22 3 1 0

3 There are variety of product

available for selection8 5 6 1 0

4 Product display are attractive 5 17 6 2 0

5 Departmental store providessatisfaction

0 26 4 0 0

6 Purchasing from departmentalstores helps in saving money 2 13 10 5 0

7 Purchasing with family members

or other affects the budget3 11 6 4 0

Signature

Thank you for your feedback. We sincerely appreciate your honest opinion and will take your input into consideration.



Documents

aakanksha mpcv