MKT-Shyamala - Kiv

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ndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs16 ePROCEEDINGS FOR 2011 INTERNATI
ONAL RESEARCH CONFERENCE AND COLLOQUIUM \par\pard\ql \li5660\sb0\sl-180\slmult0
\up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf2\f3\fs16 Contemporary Research
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alex97 \ul0\nosupersub\cf4\f5\fs32 Consumer Buying Behavior in Organized Retail
Business \line\tab \up0 \expndtw0\charscalex98 with reference to FMCG Sector \pa
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\expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Shyamala Devi.B, \par\pard
\ql \li1668\ri1509\sb0\sl-240\slmult0\tx4563 \up0 \expndtw-1\charscalex100 \ul0\
nosupersub\cf5\f6\fs20 Assistant Professor, School of Management, SRM University
, Kattankulathur, Kanchipuram District -\line \tab \up0 \expndtw-2\charscalex100
603203, Chennai, Tamilnadu, India \par\pard\ql \li4645\sb1\sl-193\slmult0 \up0
\expndtw-2\charscalex100 {\field{\*\fldinst {HYPERLINK "mailto:shyamala_nishanth
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lmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Dr. Ravilochana
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lex100 \ul0\nosupersub\cf5\f6\fs20 Professor, School of Management, SRM Universi
ty, Kattankulathur, Kanchipuram District - 603203, \line\tab \up0 \expndtw-2\cha
rscalex100 Chennai, Tamilnadu, India \par\pard\ql \li4995\sb12\sl-230\slmult0 \u
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p0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 ABSTRACT \par\pard\qj \l
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rsub\cf5\f6\fs20 Organized retailing in departmental store format has caught up
with the Indian public in a \line \up0 \expndtw-1\charscalex100 significant mann
er. From the days of depending on traditional small retail stores, the buyers h
ave moved \line \up0 \expndtw0\charscalex100 to organized retail department stor
e and undergo different experience. The continued patronage to this \line \up0
\expndtw0\charscalex107 format of retail business has resulted in a number of co
rporate entering in to this segment of retail \line \up0 \expndtw-1\charscalex10
0 business. With a number of players in the market, differentiation has turned
out to be a compulsion rather \line \up0 \expndtw0\charscalex103 than the option
for these retail stores. While on the one hand these stores adopt various stra
tegies to \line \up0 \expndtw0\charscalex100 offer differentiated experience to
the customers, how the customers have reacted to this experience is a \line \up0
\expndtw0\charscalex103 question warranting analytical study at different point
s of time. Success at one stage does not ensure \line \up0 \expndtw0\charscalex
106 continued success, as customer\u8217?s expectations differ widely between tw
o points of time. Hence, a \line \up0 \expndtw0\charscalex104 research effort i
s undertaken with the specific objective of analyzing buyer behavior in differen
t retail \line \up0 \expndtw0\charscalex100 outlets. It is also aimed to identif
y the factors that influence the buying behavior of the customers. With \line \
up0 \expndtw0\charscalex102 this the status of customer experience in this forma
t of retail business could be assessed, which would \line \up0 \expndtw-1\charsc
alex100 also serve the purpose of determining relative strengths of each of the
retail stores taken up for the study. \par\pard\ql \li1666\sb0\sl-240\slmult0 \p
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00 \ul0\nosupersub\cf6\f7\fs20 KEYWORDS: \ul0\nosupersub\cf5\f6\fs20 Consumer
buying behavior, Organized retail, FMCG, shopping behavior, Multi-brand \line\ta
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68d758bf4fdd5b5d4310c5c23b028e082335fc81d75765e3cf1ce9ba2cfe1bd3bc67e2bb0f0edd6e
fb4e8365e22d5ed745b8ddcb79fa5c1791d8cdb8925bcc81b3df35f71f477fa6bf1df81392e61c2f
8acbbfd76e1a9e1eb3c8f2ecc332a985ab90e3e5092a53c3626747172a996aa8e33a997da0972b8d
0a94a32e58fccf8b7f470e17f14331c26774b16f86f3a8d5a71ccf1b83c242bc335c245ae68e2282
9d08ac6c629c69632f27669568d4514cfd8afdb7ff006f0d3fc3d61aa7c01fd9d75378ade3796cfc
7ff11ad9b66a3a8dfc4e8977a468b7423292e8d32f9b14922bf23804beedbf896496259892c49249
249249c9249e4927924f24d275eb457f36789be27717f8b7c5998f18f19e675b30ccb1d567ec68b9
cfea796e11ce52a380cbe8393861f0d460e31b462a75651756aca7397b9fb1706706641c0790e0f8
7b873054f0782c2c23cf3518bc463311ca955c5e32b28a9d6c456927294a4da8a6a105184527ffd9
}}}}}
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0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
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2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
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dde476776677766777762ceeec4966662496662496624924924e68924795de595de4924769249246
84523fffd9}}}}}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
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0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
dde476776677766777762ceeec4966662496662496624924924e68924795de595de4924769249246
84523fffd9}}}}}
\pard\sb0\sl-240{\bkmkstart Pg2}{\bkmkend Pg2}\par\pard\ql \li3821\sb0\sl-184\sl
mult0 \par\pard\ql\li3821\sb63\sl-184\slmult0 \up0 \expndtw-2\charscalex100 \ul0
\nosupersub\cf1\f2\fs16 ePROCEEDINGS FOR 2011 INTERNATIONAL RESEARCH CONFERENCE
AND COLLOQUIUM \par\pard\ql \li5660\sb0\sl-180\slmult0 \up0 \expndtw-2\charscale
x100 \ul0\nosupersub\cf2\f3\fs16 Contemporary Research Issues and Challenges in
Emerging Economies \par\pard\ql \li1440\sb0\sl-230\slmult0 \par\pard\ql\li1440\s
b0\sl-230\slmult0 \par\pard\ql\li1440\sb0\sl-230\slmult0 \par\pard\ql\li1440\sb1
09\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 INTR
ODUCTION \par\pard\qj \li1440\sb0\sl-230\slmult0 \par\pard\qj\li1440\ri1287\sb10
0\sl-230\slmult0\fi360 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf5\f6\fs20
Consumer is the king and hence it is the consumer who determines what a business
is, therefore a \up0 \expndtw0\charscalex100 sound marketing program was starte
d with a careful analysis of the habits, attitudes, motives and needs \up0 \expn
dtw-1\charscalex100 of consumers. In particular, a marketer should find answer t
o the following questions: \par\pard\li2160\sb171\sl-230\slmult0\fi0\tx7395 \up0
\expndtw-2\charscalex100 What are the kind\u8217?s products the customer buy?\t
ab \up0 \expndtw-2\charscalex100 Why they buy them?\par\pard\li2160\sb159\sl-230
\slmult0\fi0\tx7342 \up0 \expndtw-2\charscalex100 How they buy them?\tab \up0 \e
xpndtw-2\charscalex100 When they buy them?\par\pard\li2160\sb157\sl-230\slmult0\
fi0\tx7395 \up0 \expndtw-2\charscalex100 Where they buy them?\tab \up0 \expndtw2\charscalex100 How often they buy them?\par\pard\ql \li1440\sb133\sl-230\slmult
0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 CUSTOMER BUYING BEHA
VIOUR \par\pard\qj \li1440\ri1282\sb128\sl-233\slmult0\fi719 \up0 \expndtw0\char
scalex100 \ul0\nosupersub\cf5\f6\fs20 In today\u8217?s world purchases made by a
customer is to satisfy his or her needs\ul0\nosupersub\cf6\f7\fs20 . \ul0\nosup
ersub\cf5\f6\fs20 All the behavioral \up0 \expndtw0\charscalex104 activities car
ried out by a customer during and after the purchase of a product is termed so a
s \u8220?buyer \up0 \expndtw0\charscalex105 behavior\u8221?. In this article we
will come across the origin of buying ideas, what is buyer behavior, how \up0 \e
xpndtw-1\charscalex100 consumer buy, why consumer buy, types, Decision process a
nd what motives them. \par\pard\ql \li1440\sb150\sl-230\slmult0 \up0 \expndtw-2\
charscalex100 \ul0\nosupersub\cf6\f7\fs20 WHAT IS BUYER BEHAVIOUR? \par\pard\qj
\li1440\ri1283\sb190\sl-230\slmult0\fi719 \up0 \expndtw0\charscalex102 \ul0\nosu
persub\cf5\f6\fs20 Our economy gets stronger depending upon the wealth of goods
and services produced within \up0 \expndtw0\charscalex108 the country. A huge nu

mber of alternative suppliers are present for almost all the products today: \up
0 \expndtw0\charscalex100 substitute products are available to consumers, who ma
ke decision to buy products. Therefore the main \up0 \expndtw0\charscalex105 obj
ective of the seller is please the consumer at all times. In order to be success
ful, a seller need to \up0 \expndtw-1\charscalex100 identify the customer, what
they buy, when they buy, why they buy and how they buy. \par\pard\qj \li1440\ri1
289\sb150\sl-230\slmult0\fi719 \up0 \expndtw0\charscalex108 A buyer making a pur
chase of a particular product or a particular brand can be termed as \up0 \expnd
tw0\charscalex107 \u8220?product buying motives\u8221? and the reason behind the
purchase from a particular seller is known as \up0 \expndtw-2\charscalex100 \u8
220?patronage motives\u8221? \par\pard\qj \li1440\ri1285\sb150\sl-230\slmult0\fi
719 \up0 \expndtw0\charscalex105 When a person gets his pay packet, and if he is
educated, along with his wife he prepares a \line \up0 \expndtw0\charscalex106
{\field{\*\fldinst {HYPERLINK "http://www.articlesbase.com/marketing-articles/cu
stomer-buying-behaviour-999729.html" }}{\fldrslt {\ul0\nosupersub\cf5\f6\fs20 fa
mily budget,}}}\ul0\nosupersub\cf5\f6\fs20 by appropriating the amount to diffe
rent needs. It may happen that after a trip to the \line \up0 \expndtw0\charscal
ex102 market, they could have purchased some items, which were not in the budget
, and thus there arises a \up0 \expndtw0\charscalex102 deviation from the budget
ed items and expenditure. All these behavioral changes within human beings \up0
\expndtw-2\charscalex100 during the period of purchasing can be termed as \u8220
?buyer behavior\u8221?. \par\pard\ql \li1495\sb190\sl-230\slmult0 \up0 \expndtw2\charscalex100 \ul0\nosupersub\cf9\f10\fs20 Consumer buys according to his/her
needs: \par\pard\ql \li1495\sb190\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \
ul0\nosupersub\cf10\f11\fs20 1\ul0\nosupersub\cf9\f10\fs20 . Consumer desire is
recognized \par\pard\qj \li1440\ri1283\sb230\sl-230\slmult0\fi719 \up0 \expndtw0
\charscalex100 \ul0\nosupersub\cf10\f11\fs20 The first step the consumer determi
nes that he is not satisfied (i.e., consumer\u8217?s perceived actual \line \up0
\expndtw0\charscalex100 condition) and would be keen in improve his/her situati
on (i.e., consumer\u8217?s perceived desired condition). \line \up0 \expndtw0\ch
arscalex107 For instance, internal triggers, such as hunger or thirst, may tell
the consumer that food or drink is \line \up0 \expndtw0\charscalex106 needed. Ex
ternal factors can also trigger consumer\u8217?s needs. Marketers are particular
ly good at this \line \up0 \expndtw-1\charscalex100 through advertising; in-stor
e displays and even the intentional use of scent (e.g., perfume counters). \par\
pard\ql \li1440\sb110\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupers
ub\cf9\f10\fs20 2. Information to be searched \par\pard\qj \li1440\ri1285\sb130\
sl-230\slmult0\fi719 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf10\f11\fs20
The next step is to undertake a search for information on possible solutions. T
he sources used to \line \up0 \expndtw0\charscalex106 acquire the information ma
y be minimized to the maximum like remembering the information from \line \up0
\expndtw-1\charscalex100 previous
experiences \up0 \expndtw0\charscalex100 (i
.e., memory) or the consumer may extend considerable effort to collect
\par\pard\qj \li1440\ri1290\sb10\sl-230\slmult0 \up0 \expndtw0\charscalex100 in
formation from outside sources (e.g., Internet, friends, other buyers etc.). Ho
w much amount of effort \up0 \expndtw0\charscalex103 each consumer directs towar
d searching depends on factors such as: the importance of satisfying the \up0 \e
xpndtw-1\charscalex100 need, similarity with available solutions, and the time a
vailable to collect the information. \par\pard\ql \li1440\sb90\sl-230\slmult0 \u
p0 \expndtw-2\charscalex100 \ul0\nosupersub\cf9\f10\fs20 3. Options are evaluate
d after use \par\pard\qj \li1440\ri1288\sb122\sl-240\slmult0\fi719 \up0 \expndtw
0\charscalex100 \ul0\nosupersub\cf10\f11\fs20 Consumers\u8217? efforts may resul
t in a set of options from which a choice has to be made. It should \line \up0 \
expndtw0\charscalex100 be noted that there may be two levels to this stage. At l
evel one the consumer may create a set of \par\pard\ql \li5953\sb210\sl-253\slmu
lt0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf3\f4\fs22 361 \par\pard\sect
\sectd\fs24\paperw12240\paperh15840{\shp{\*\shpinst\shpleft1800\shptop11270\shpr
ight2102\shpbottom11493\shpbxpage\shpbypage\shpwr3\shpfblwtxt1\shpz530\shplid9

ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080002000203012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
f2f3f4f5f6f7f8f9faffda000c03010002110311003f00ff003ffa28a2803fffd9}}}}}
{\shp{\*\shpinst\shpleft1800\shptop12059\shpright2102\shpbottom12282\shpbxpage\s
hpbypage\shpwr3\shpfblwtxt1\shpz588\shplid10
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080002000203012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
{\shp{\*\shpinst\shpleft1800\shptop12849\shpright2102\shpbottom13072\shpbxpage\s
hpbypage\shpwr3\shpfblwtxt1\shpz652\shplid11
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080002000203012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6

Emerging Economies \par\pard\qj \li1440\sb0\sl-226\slmult0 \par\pard\qj\li1440\s
b0\sl-226\slmult0 \par\pard\qj\li1440\ri1280\sb130\sl-226\slmult0 \up0 \expndtw0
\charscalex100 \ul0\nosupersub\cf10\f11\fs20 possible solutions to their needs (
i.e., product types) while at level two, the consumer may be evaluating \up0 \ex
pndtw0\charscalex100 the particular product or service (i.e., brands) within eac
h solution. For example, if a consumer wants to \up0 \expndtw0\charscalex105 rep
lace his 100cc bike with a 150-200cc bike he has got plenty of options like PULS
AR, KARIZMA, \up0 \expndtw-2\charscalex100 APPACHE, UNICORN, FZ, R15 etc\u8230?.
\par\pard\ql \li1440\sb111\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\no
supersub\cf9\f10\fs20 4. Purchase \par\pard\qj \li1440\ri1282\sb134\sl-226\slmul
t0\fi719 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf10\f11\fs20 In most of t
he cases the solution chosen by the consumer will match with the product. Howeve
r, \line \up0 \expndtw0\charscalex102 this may change at the actual time of purc
hase. The \u8220?intended\u8221? purchase may be altered at the time of \line \u
p0 \expndtw0\charscalex102 purchase for many reasons such as: the product is out
-of-stock, a competitor offers an incentive at the \line \up0 \expndtw-2\charsca
lex100 point-of-purchase \up0 \expndtw0\charscalex100 (e.g., store salesperson
mentions a competitor\u8217?s offer), the customer lacks the \par\pard\
qj \li1440\ri1289\sb19\sl-220\slmult0 \up0 \expndtw0\charscalex103 necessary fun
ds (e.g., credit card not working), or members of the consumer\u8217?s reference
group take a \up0 \expndtw-2\charscalex100 negative view of the purchase (e.g.,
friend is critical of purchase). \par\pard\ql \li1495\sb112\sl-230\slmult0 \up0
\expndtw-2\charscalex100 \ul0\nosupersub\cf9\f10\fs20 5. Evaluation after-purch
ase \par\pard\qj \li1440\ri1279\sb130\sl-231\slmult0\fi719 \up0 \expndtw0\charsc
alex100 \ul0\nosupersub\cf10\f11\fs20 Once the purchase is over an evaluation of
the decision is made. If the product performs below \line \up0 \expndtw0\charsc
alex103 the consumer\u8217?s expectation then he/she will re-evaluate the satisf
action with the decision, which at its \line \up0 \expndtw-1\charscalex100 extre
me and it may result in the consumer returning back the product. While in less e
xtreme situations the \line \up0 \expndtw0\charscalex107 consumer will retain
the purchased product but may take a negative view of the product. Such \lin
e \up0 \expndtw0\charscalex107 evaluations are more likely to occur in cases of
expensive or highly branded products. To help the \line \up0 \expndtw-1\charscal
ex100 consumers to ease the concerns with their purchase evaluation, marketers n
eed to be receptive and also \line \up0 \expndtw0\charscalex104 take initiative
steps to encourage {\field{\*\fldinst {HYPERLINK "http://www.articlesbase.com/ma
rketing-articles/customer-buying-behaviour-999729.html" }}{\fldrslt {\ul0\nosupe
rsub\cf10\f11\fs20 consumer contact.}}}\ul0\nosupersub\cf10\f11\fs20 Customer s
ervice centers and follow-up market \line \up0 \expndtw-1\charscalex100 research
are useful tools in helping to address the purchasers\u8217? concerns. \par\par
d\ql \li1440\sb190\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\
cf6\f7\fs20 Why Consumers Buy: \par\pard\qj \li1440\ri1284\sb226\sl-235\slmult0\
fi719 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf5\f6\fs20 Purchases are mad
e to satisfy the needs of the consumers. Some of these needs are basic and \line
\up0 \expndtw0\charscalex105 needed for survival, while other needs are no
t required for survival and vary depending on the \line \up0 \expndtw0\chars
calex107 purchaser\u8217?s taste and preferences. It probably makes more sense
to classify needs that are not a \line \up0 \expndtw-1\charscalex100 necessity a
s wants or desires. In fact, in many countries where the standard of living is
very high, a large \line \up0 \expndtw-1\charscalex100 portion of the population
\u8217?s income is spent on wants and desires rather than on basic needs. \par\p
ard\qj \li1440\ri1281\sb190\sl-230\slmult0\fi719 \up0 \expndtw0\charscalex102 Fo
r example, in planning for a family vacation the mother may make the hotel reser
vations but \up0 \expndtw0\charscalex100 others in the family may have input on
the hotel choice. Similarly, a father may purchase snacks at the \up0 \expndtw0
\charscalex100 grocery store but his young child may be the one who selected it
from the store shelf. So understanding \up0 \expndtw0\charscalex100 consumer p
urchase behavior involves not only understanding how decisions are made
but also \up0 \expndtw-2\charscalex100 understanding the dynamics that influe
nce purchases. \par\pard\ql \li1440\sb230\sl-230\slmult0 \up0 \expndtw-2\charsca
lex100 \ul0\nosupersub\cf6\f7\fs20 TYPES OF CONSUMER PURCHASE BEHAVIOR \par\pard
\qj \li1440\ri1280\sb114\sl-226\slmult0\fi360 \up0 \expndtw0\charscalex100 \ul0\
nosupersub\cf5\f6\fs20 A consumer is faced with purchase decision daily. But no
t all decisions are given equal importance. \up0 \expndtw-1\charscalex100 Some d
ecisions are more complex than others and thus they require more effort by the c
onsumer. Other \up0 \expndtw0\charscalex100 decisions are fairly like a routine
and thus they require only little effort. In general, consumers face four \up0
\expndtw-2\charscalex100 types of purchase decisions: \par\pard\qj \li2160\ri12
86\sb111\sl-230\slmult0 \up0 \expndtw0\charscalex105 \ul0\nosupersub\cf6\f7\fs20
Minor New Purchase\ul0\nosupersub\cf5\f6\fs20 - these purchases represent some
thing new to a consumer but in the \up0 \expndtw0\charscalex100 customer\u8217?s
mind is not a very important purchase in terms of need, money or other reason (
e.g., \up0 \expndtw-2\charscalex100 status within a group). \par\pard\qj \li2160
\ri1282\sb82\sl-240\slmult0\fi55 \up0 \expndtw0\charscalex107 \ul0\nosupersub\cf
6\f7\fs20 Minor Re-Purchase\ul0\nosupersub\cf5\f6\fs20 - these are the most rou
tine of all purchases and often the consumer \up0 \expndtw0\charscalex100 return
s to purchase the same product without giving much thought to other product opti
ons (i.e., \up0 \expndtw-2\charscalex100 consumer is brand loyalty). \par\pard\q
j \li2160\ri1279\sb89\sl-230\slmult0 \up0 \expndtw0\charscalex106 \ul0\nosupersu
b\cf6\f7\fs20 Major New Purchase\ul0\nosupersub\cf5\f6\fs20 - these purchases a
re the most difficult of all purchases because the \line \up0 \expndtw0\charscal
ex100 product being purchased is important to the consumer but the consumer has
little or no previous \line \up0 \expndtw0\charscalex102 experience making these
decisions. The consumer\u8217?s lack of confidence in making this type of \lin
e \up0 \expndtw-1\charscalex100 decision often (but not always) requires the con
sumer to engage in an extensive decision-making \line \up0 \expndtw-2\charscalex
100 process. \par\pard\ql \li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl253\slmult0 \par\pard\ql\li5953\sb85\sl-253\slmult0 \up0 \expndtw-3\charscalex10
0 \ul0\nosupersub\cf3\f4\fs22 362 \par\pard\sect\sectd\fs24\paperw12240\paperh15
840{\shp{\*\shpinst\shpleft1800\shptop1445\shpright2102\shpbottom1668\shpbxpage\
shpbypage\shpwr3\shpfblwtxt1\shpz57\shplid13
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
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0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
Emerging Economies \par\pard\qj \li2160\sb0\sl-230\slmult0 \par\pard\qj\li2160\s

b0\sl-230\slmult0 \par\pard\qj\li2160\ri1281\sb119\sl-230\slmult0 \up0 \expndtw0
\charscalex106 \ul0\nosupersub\cf6\f7\fs20 Major Re-Purchase\ul0\nosupersub\cf5\
f6\fs20 - these purchase decisions are also important to the consumer but the \
up0 \expndtw0\charscalex105 consumer feels confident in making these decisions
since they have previous experience \up0 \expndtw-2\charscalex100 purchasing
the product. \par\pard\qj \li1440\ri1281\sb89\sl-232\slmult0\fi360 \up0 \expndtw
-1\charscalex100 For marketers it is important to understand how consumers treat
the purchase decisions they face. If \line \up0 \expndtw0\charscalex103 a comp
any is targeting customers who feel a purchase decision is difficult (i.e., Majo
r New Purchase), \line \up0 \expndtw0\charscalex102 their marketing strategy may
vary greatly from a company targeting customers who view the {\field{\*\fldinst
{HYPERLINK "http://www.articlesbase.com/marketing-articles/customer-buying-beha
viour-999729.html" }}{\fldrslt {\ul0\nosupersub\cf5\f6\fs20 purchase}}} \line \u
p0 \expndtw0\charscalex100 {\field{\*\fldinst {HYPERLINK "http://www.articlesbas
e.com/marketing-articles/customer-buying-behaviour-999729.html" }}{\fldrslt {\ul
0\nosupersub\cf5\f6\fs20 decision}}}\ul0\nosupersub\cf5\f6\fs20 as routine. In
fact, the same company may face both situations at the same time; for some the
\line \up0 \expndtw0\charscalex102 product is new, while other customers see the
purchase as routine. The implication of buying behavior \up0 \expndtw-1\charsc
alex100 for marketers is that different buying situations require different mark
eting efforts \par\pard\ql \li1440\sb190\sl-230\slmult0 \up0 \expndtw-2\charscal
ex100 \ul0\nosupersub\cf6\f7\fs20 Consumer Buying Decision Process \par\pard\qj
\li1440\ri1287\sb222\sl-240\slmult0\fi719 \up0 \expndtw0\charscalex100 \u8220?\u
l0\nosupersub\cf5\f6\fs20 Nothing is more difficult and therefore, more precious
, than to be able to decide is\u8221? quoted to be \up0 \expndtw0\charscalex106
the words of Napoleon. This is amply true in the case of consumer too. It is for
this reason that the \up0 \expndtw-1\charscalex100 marketers are bound to have
a full knowledge of the consumer - buying decision process. \par\pard\qj \li1440
\ri1287\sb188\sl-231\slmult0\fi719 \up0 \expndtw-1\charscalex100 However the act
ual act of purchasing is only one stage in this process and the process is initi
ated \line \up0 \expndtw0\charscalex100 at several stages prior to the actual pu
rchase. Secondly even though we find that purchase is one of the \line \up0 \exp
ndtw0\charscalex100 final links in the chain of process, not all decision proces
ses lead to purchase. The individual consumer \line \up0 \expndtw-1\charscalex10
0 may terminate the process during any stage. Finally not all consumer decisions
always include all stages. \line \up0 \expndtw0\charscalex107 Persons engaged i
n extensive decision making usually employ all stages of this decision process.
\line \up0 \expndtw0\charscalex105 Whereas those engaged in limited decisions ma
king and routine response behavior may skip some \line \up0 \expndtw0\charscalex
105 stages. The {\field{\*\fldinst {HYPERLINK "http://www.articlesbase.com/marke
ting-articles/customer-buying-behaviour-999729.html" }}{\fldrslt {\ul0\nosupersu
b\cf5\f6\fs20 consumer decision}}}\ul0\nosupersub\cf5\f6\fs20 process is compos
ed of two parts, the process itself and the factors \line \up0 \expndtw-2\charsc
alex100 affecting the process. \par\pard\ql \li1409\sb190\sl-230\slmult0 \up0 \e
xpndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Economic Factors affecting th
e buyer behaviour \par\pard\ql \li1440\sb90\sl-230\slmult0 \up0 \expndtw-2\chars
calex100 1. Disposal personal income: \par\pard\qj \li1440\ri1281\sb110\sl-230\s
lmult0\fi719 \up0 \expndtw0\charscalex107 \ul0\nosupersub\cf5\f6\fs20 The econom
ists made attempts to establish a relationship between income and spending. \up0
\expndtw-1\charscalex100 Disposal personal income represents potential purchasi
ng power that a buyer has. The change in income \up0 \expndtw-2\charscalex100 ha
s a direct relation on buying habits. \par\pard\ql \li1495\sb90\sl-230\slmult0 \
up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 2. Size of family incom
e: \par\pard\qj \li1440\ri1290\sb119\sl-220\slmult0\fi719 \up0 \expndtw0\charsca
lex102 \ul0\nosupersub\cf5\f6\fs20 The size of family and size of family income
affect the spending and saving patterns. Generally \up0 \expndtw-1\charscalex100
large families spend more and short families spend less, in comparison. \par\pa
rd\ql \li1495\sb112\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub
\cf6\f7\fs20 3. Income expectations: \par\pard\qj \li1440\ri1286\sb82\sl-240\slm
ult0\fi719 \up0 \expndtw0\charscalex105 \ul0\nosupersub\cf5\f6\fs20 The expected

income to receive in future has a direct relation with the buying behavior. The
\line \up0 \expndtw-1\charscalex100 expectation of higher or {\field{\*\fldinst
{HYPERLINK "http://www.articlesbase.com/marketing-articles/customer-buying-beha
viour-999729.html" }}{\fldrslt {\ul0\nosupersub\cf5\f6\fs20 lower income}}}\ul0\
nosupersub\cf5\f6\fs20 has a direct effect on spending plans. \par\pard\ql \li1
495\sb189\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs
20 4. Propensity to consume and to save: \par\pard\qj \li1440\ri1289\sb210\sl-23
0\slmult0\fi719 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf5\f6\fs20 This g
oes to the habit of spending or saving with the disposal income of buyers. If th
e buyers give \up0 \expndtw0\charscalex106 importance to present needs, then the
y dispose of their income. And buyers spend less if they give \up0 \expndtw-2\ch
arscalex100 importance to future needs. \par\pard\ql \li1440\sb210\sl-230\slmult
0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 5. Liquidity of Fund
: \par\pard\li1440\sb200\sl-230\slmult0\fi0\tx10200 \up0 \expndtw0\charscalex102
\ul0\nosupersub\cf5\f6\fs20 The present buying plans are influenced greatly by
liquidity of assets i.e., cash and assets\tab \up0 \expndtw0\charscalex101 readi
ly\par\pard\li1440\sb2\sl-230\slmult0\fi0 \up0 \expndtw0\charscalex101 convertib
le into cash, e.g. bonds, bank balances etc.,\par\pard\ql \li1495\sb0\sl-230\slm
ult0 \par\pard\ql\li1495\sb0\sl-230\slmult0 \par\pard\ql\li1495\sb148\sl-230\slm
ult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 6. Consumer Credi
t: \par\pard\qj \li1440\ri1283\sb202\sl-240\slmult0\fi719 \up0 \expndtw0\charsca
lex102 \ul0\nosupersub\cf5\f6\fs20 \u8220?Buy now and pay later\u8221? plays its
role effectively in the rapid growth of markets for car, scooter \up0 \expndtw2\charscalex100 radio, furniture and the like. \par\pard\ql \li5953\sb0\sl-253\s
lmult0 \par\pard\ql\li5953\sb57\sl-253\slmult0 \up0 \expndtw-3\charscalex100 \ul
0\nosupersub\cf3\f4\fs22 363 \par\pard\sect\sectd\fs24\paperw12240\paperh15840{\
shp{\*\shpinst\shpleft1800\shptop1877\shpright2102\shpbottom2100\shpbxpage\shpby
page\shpwr3\shpfblwtxt1\shpz68\shplid15
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0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
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31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
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31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
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05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
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31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
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05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
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0011080002000203012200021101031101ffc4001f00000105010101010101000000000000000001
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31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
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5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
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31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
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31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
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31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
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02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
Emerging Economies \par\pard\ql \li1440\sb0\sl-230\slmult0 \par\pard\ql\li1440\s
b0\sl-230\slmult0 \par\pard\ql\li1440\sb119\sl-230\slmult0 \up0 \expndtw-2\chars
calex100 \ul0\nosupersub\cf5\f6\fs20 Economic model suggests behavioral hypothes
is: \par\pard\ql \li2160\sb190\sl-230\slmult0 \up0 \expndtw-2\charscalex100 Lowe
r the price of the product, higher the sales. \par\pard\qj \li2160\ri3391\sb36\s
l-320\slmult0 \up0 \expndtw-1\charscalex100 Lower the price of substitute produc
ts; lower the sales of the main product \up0 \expndtw-2\charscalex100 Higher the
real income, higher the sales of the product. \par\pard\ql \li2160\sb95\sl-230\
slmult0 \up0 \expndtw-2\charscalex100 Higher the promotional expenses, higher th
e sales. \par\pard\ql \li1440\sb90\sl-230\slmult0 \up0 \expndtw-2\charscalex100
\ul0\nosupersub\cf6\f7\fs20 Internal influences of buyers \par\pard\ql \li2160\s
b110\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs20 ps
ychographics (lifestyle), \par\pard\li2160\sb104\sl-230\slmult0\fi0\tx7201 \up0
\expndtw-2\charscalex100 personality, motivation, knowledge,\tab \up0 \expndtw-2
\charscalex100 feelings.\par\pard\li2160\sb101\sl-230\slmult0\fi0\tx7201 \up0 \e
xpndtw-2\charscalex100 attitudes,\tab \up0 \expndtw-2\charscalex100 demographics
,\par\pard\ql \li2160\sb85\sl-230\slmult0 \up0 \expndtw-2\charscalex100 beliefs,
\par\pard\qj \li1440\ri1292\sb119\sl-220\slmult0\fi360 \up0 \expndtw0\charscale
x105 Consumer behavior concern with consumer need consumer actions in the direct
ion of satisfying \up0 \expndtw-1\charscalex100 needs leads to his behavior of e
very individual depend on thinking process. \par\pard\ql \li1440\sb0\sl-230\slmu
lt0 \par\pard\ql\li1440\sb202\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\
nosupersub\cf6\f7\fs20 External influences of buyers \par\pard\li2160\sb115\sl-2
30\slmult0\fi0\tx5520\tx8881 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f
6\fs20 culture,\tab \up0 \expndtw-2\charscalex100 ethnicity,\tab \up0 \expndtw-2
\charscalex100 lifestyle, and\par\pard\li2160\sb99\sl-230\slmult0\fi0\tx5520\tx8
881 \up0 \expndtw-2\charscalex100 sub-culture,\tab \up0 \expndtw-2\charscalex100
family,\tab \up0 \expndtw-2\charscalex100 market mix factors\par\pard\li2160\sb
101\sl-230\slmult0\fi0\tx5520 \up0 \expndtw-2\charscalex100 Locality,\tab \up0 \
expndtw-2\charscalex100 social class,\par\pard\li2160\sb99\sl-230\slmult0\fi0\tx
5520 \up0 \expndtw-2\charscalex100 royalty,\tab \up0 \expndtw-2\charscalex100 re
ference groups,\par\pard\ql \li1440\sb136\sl-230\slmult0 \up0 \expndtw-2\charsca
lex100 \ul0\nosupersub\cf11\f12\fs20 Types of Consumer Buying Behavior \par\pard
\ql \li1800\sb50\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf
5\f6\fs20 Types of consumer buying behavior are determined by: \par\pard\qj \li2
160\ri1291\sb219\sl-220\slmult0 \up0 \expndtw0\charscalex100 Level of Involvemen
t in purchase decision. Importance and intensity of interest in a product in a \
up0 \expndtw-2\charscalex100 particular situation. \par\pard\qj \li2160\ri1282\s
b120\sl-220\slmult0 \up0 \expndtw0\charscalex104 Buyers\u8217? level of involvem
ent determines why he/she is motivated to seek information about a \up0 \expndtw
-2\charscalex100 certain products and brands but virtually ignores others. \par\
pard\qj \li1440\ri1286\sb112\sl-230\slmult0\fi360 \up0 \expndtw-1\charscalex100
High involvement purchases--Honda Motorbike, high priced goods, products visible
to others, and the \up0 \expndtw-1\charscalex100 higher the risk the higher the
involvement. Types of risk could be classified as : Personal risk, Social ris
k \up0 \expndtw-2\charscalex100 and Economic risk \par\pard\ql \li1440\sb190\sl-
230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Formats in

Indian Organized Retail Sector \par\pard\qj \li1440\ri1284\sb110\sl-230\slmult0
\up0 \expndtw0\charscalex105 \ul0\nosupersub\cf12\f13\fs20 1\ul0\nosupersub\cf1
3\f14\fs20 . Supermarkets\ul0\nosupersub\cf12\f13\fs20 : A supermarket, also cal
led a grocery store is a self- service store offering a wide \up0 \expndtw0\char
scalex103 variety of food and household merchandise, organized into departments.
It is larger in size and has a \up0 \expndtw-1\charscalex100 wider selection th
an a traditional grocery store and it is smaller than a hypermarket or superstor
e. \par\pard\qj \li1440\ri1287\sb88\sl-233\slmult0\fi55 \up0 \expndtw0\charscale
x104 2. \ul0\nosupersub\cf13\f14\fs20 Hypermarkets:\ul0\nosupersub\cf12\f13\fs20
A hypermarket is a superstore which combines a supermarket and a department \u
p0 \expndtw-1\charscalex100 store. The result is a very large retail facility wh
ich carries an enormous range of products under one roof, \up0 \expndtw0\charsca
lex103 including full lines of groceries and general merchandise. In theory, hyp
ermarkets allow customers to \up0 \expndtw-2\charscalex100 satisfy all their rou
tine weekly shopping needs in one trip. \par\pard\qj \li1440\ri1282\sb90\sl-230\
slmult0\fi55 \up0 \expndtw0\charscalex103 3. \ul0\nosupersub\cf13\f14\fs20 Depar
tment Stores:\ul0\nosupersub\cf12\f13\fs20 A department store is a retail estab
lishment which specializes in satisfying a \up0 \expndtw0\charscalex103 wide ran
ge of the consumer's personal and residential durable goods product needs; and a
t the same \up0 \expndtw0\charscalex103 time offering the consumer a choice mult
iple merchandise lines, at variable price points, in all product \up0 \expndtw0\
charscalex100 categories. Department stores usually sell products including appa
rel, furniture, appliances, electronics, \up0 \expndtw-1\charscalex100 and addit
ionally select other lines of products such as paint, hardware, toiletries, cosm
etics, photographic \up0 \expndtw-1\charscalex100 equipment, jewelry, toys, and
sporting goods. Certain department stores are further classified as discount \up
0 \expndtw0\charscalex100 department stores. Discount department stores com
monly have central customer checkout areas, \up0 \expndtw-1\charscalex100 g
enerally in the front area of the store. Department stores are usually part of a
retail chain of many stores \up0 \expndtw-1\charscalex100 situated around a cou
ntry or several countries. \par\pard\ql \li5953\sb231\sl-253\slmult0 \up0 \expnd
tw-3\charscalex100 \ul0\nosupersub\cf3\f4\fs22 364 \par\pard\sect\sectd\fs24\pap
erw12240\paperh15840\pard\sb0\sl-240{\bkmkstart Pg6}{\bkmkend Pg6}\par\pard\ql \
li3821\sb0\sl-184\slmult0 \par\pard\ql\li3821\sb63\sl-184\slmult0 \up0 \expndtw2\charscalex100 \ul0\nosupersub\cf1\f2\fs16 ePROCEEDINGS FOR 2011 INTERNATIONAL
RESEARCH CONFERENCE AND COLLOQUIUM \par\pard\ql \li5660\sb0\sl-180\slmult0 \up0
\expndtw-2\charscalex100 \ul0\nosupersub\cf2\f3\fs16 Contemporary Research Issue
s and Challenges in Emerging Economies \par\pard\qj \li1440\sb0\sl-220\slmult0 \
par\pard\qj\li1440\sb0\sl-220\slmult0 \par\pard\qj\li1440\ri1287\sb147\sl-220\sl
mult0\fi55 \up0 \expndtw0\charscalex102 \ul0\nosupersub\cf12\f13\fs20 4. \ul0\no
supersub\cf13\f14\fs20 Shopping malls\ul0\nosupersub\cf12\f13\fs20 : A shopping
mall or shopping centre is a building or set of buildings which contain \up0 \ex
pndtw-1\charscalex100 retail units, with interconnecting walkways enabling visit
ors to easily walk from unit to unit. \par\pard\qj \li1440\ri1280\sb116\sl-226\s
lmult0 \up0 \expndtw0\charscalex100 5. \ul0\nosupersub\cf13\f14\fs20 Specialty C
hains\ul0\nosupersub\cf12\f13\fs20 : A Specialty Chains is numbers stores which
are specialized in a specific range of \up0 \expndtw0\charscalex100 merchandise
and related items. Most stores have an extensive width and depth of stock in the
item that \up0 \expndtw0\charscalex100 they specify in and provide high levels
of service and expertise. They differ from department stores and \up0 \expndtw-2
\charscalex100 supermarkets which carry a wide range of merchandise. \par\pard\q
l \li1440\sb0\sl-230\slmult0 \par\pard\ql\li1440\sb21\sl-230\slmult0 \up0 \expnd
tw-2\charscalex100 \ul0\nosupersub\cf9\f10\fs20 FMCG \par\pard\qj \li1440\ri1280
\sb90\sl-230\slmult0\fi719 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf10\f1
1\fs20 Fast Moving Consumer Goods sector (FMCG) or Consumer Packaged Goods secto
r(CPG) refers \line \up0 \expndtw0\charscalex100 to sectors that satisfies the e
lementary needs of a consumer other than grocery, ranging from packaged \line \u
p0 \expndtw0\charscalex100 foodstuff, dairy products, cooking oil, bread, butter
, cereals, beverages like tea coffee, pharmaceuticals, \line \up0 \expndtw0\char
scalex100 confectionery, biscuits, glassware, stationary items, watches, toiletr

ies, detergents, shampoos, skin care \line \up0 \expndtw-1\charscalex100 product
s, cosmetics, toothpaste, dish washing liquid, shaving cream, razor, batteries,
shoe polish, energy \line \up0 \expndtw0\charscalex104 drinks, soft drinks, clot
hing, furniture and household accessories to electronic goods like cell phones,
\line \up0 \expndtw0\charscalex107 laptops, computers, digital cameras etc. Thes
e are usually categorized as Fast Moving Consumer \line \up0 \expndtw0\charscale
x104 Electronics or FMCEs. We know that a major part of a consumer\u8217?s month
ly budget is spent on these \line \up0 \expndtw-3\charscalex100 goods. \par\pard
\qj \li1440\ri1283\sb210\sl-230\slmult0\fi719 \up0 \expndtw0\charscalex103 FMCG
sector in India has grown in a phenomenal pace experiencing the changes in the t
aste \line \up0 \expndtw-1\charscalex100 and preference of the consumers during
the last decade owing an increase in there incomes. Large scale \line \up0 \expn
dtw0\charscalex102 and low cost production, modern retailing strategies, brandin
g and maintenance of intense distribution \line \up0 \expndtw0\charscalex100 net
work have given FMCGs an edge over others in raising hovering revenues. At prese
nt Indian FMCG \line \up0 \expndtw0\charscalex103 sector is worth Rs. 1300 billi
on and expected to be around a whopping value of Rs. 4000 to Rs. 6000 \line \up0
\expndtw0\charscalex106 billion by 2020. Thus we can see a huge job opportuniti
es in the field of FMCG and its closest rival \line \up0 \expndtw0\charscalex100
retailing sector in the field of marketing, retailing, operations, advertising,
supply chain, logistics, human \line \up0 \expndtw0\charscalex100 resources, pr
oduct packaging and development, finance, operations, general management, superv
ising \line \up0 \expndtw-2\charscalex100 and so on. \par\pard\ql \li2160\sb190\
sl-230\slmult0\tx4887 \up0 \expndtw0\charscalex100 Hindustan Unilever Limited
\tab \up0 \expndtw0\charscalex102 (HUL), Gujarat Co- operative Milk Marketi
ng Federation Ltd \par\pard\qj \li1440\ri1280\sb10\sl-230\slmult0 \up0 \expndt
w0\charscalex102 (GCMMF), Indian Tobacco Company (ITC), Nestl India and Dabur Ind
ia Limited are the oldest FMCG \line \up0 \expndtw0\charscalex100 companies in I
ndia. Globalization has broadened the list of FMCG Companies in India. Foreign p
layers \line \up0 \expndtw-1\charscalex100 like Cadbury, Godfrey Phillips, Johns
on & Johnson, Procter & Gamble (P&G), Gillette, Pepsi Co, Britannia \line \up0 \
expndtw0\charscalex100 and Reckitt Benckiser, have registered a firm presence in
India for last so many years now. Among other \line \up0 \expndtw0\charscalex10
3 Emami, Asian Paints (India), Marico Industries Ltd., Colgate-Palmolive (India)
Ltd., Henkel Spic, Modi \line \up0 \expndtw0\charscalex103 Revlon, GlaxoSmithKl
ine, Nirma Ltd and Godrej Consumer Products Ltd., lead the FMCG Companies \line
\up0 \expndtw-2\charscalex100 chart in the country. \par\pard\qj \li1440\ri1279\
sb190\sl-230\slmult0\fi719 \up0 \expndtw0\charscalex104 \ul0\nosupersub\cf5\f6\f
s20 The top contenders that take initiative in brand positioning and establish t
heir products in the \line \up0 \expndtw0\charscalex105 market are these leading
FMNCG companies\ul0\nosupersub\cf10\f11\fs20 . Product differentiation, portabl
e & attractive package \line \up0 \expndtw0\charscalex100 styling, tag lines and
punch lines in advertising, competent marketing and innovative product promotio
n \line \up0 \expndtw0\charscalex107 strategies are very important for this indu
stry to perform well. Due to high competition this sector\u8217?s \line \up0 \ex
pndtw0\charscalex107 pressure on margins is very high that makes advertisement a
prerequisite for this sector. FMNCG \line \up0 \expndtw0\charscalex103 companie
s play a very vital role in bringing up the advertisement industry to such great
height in India \line \up0 \expndtw0\charscalex103 today and bringing up innume
rable job opportunities and also helping the growth of the economy. \par\pard\qj
\li1440\ri1279\sb230\sl-230\slmult0\fi719 \up0 \expndtw-1\charscalex100 Another
factor that has brought up the job factor in this sector is that they raided th
e rural markets \up0 \expndtw0\charscalex105 and performing very well there. The
products that they produce are labor intensive products and not \up0 \expndtw-2
\charscalex100 capital intensive which helps in widening up the opportunities. \
par\pard\ql \li1440\sb210\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosu
persub\cf13\f14\fs20 Problems faced by Retailers \par\pard\qj \li1440\ri1283\sb8
8\sl-233\slmult0\fi719 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf12\f13\fs2
0 After agriculture industry the retailing industry is the largest employer in I
ndia. We can see that in \up0 \expndtw0\charscalex100 the year 2004 the Indian r
etailing industry was just around Rs. 28,000 crores, which is around 3% of the \
up0 \expndtw0\charscalex100 total retailing market. Due to the sunrise in this i
ndustry in India we can expect a major turn. Day by day \up0 \expndtw-2\charscal
ex100 the top retailing giants keep on increasing their shares. \par\pard\ql \li
5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li59
53\sb25\sl-253\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf3\f4\fs22
365 \par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstar
t Pg7}{\bkmkend Pg7}\par\pard\ql \li3821\sb0\sl-184\slmult0 \par\pard\ql\li3821\
sb63\sl-184\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs16 eP
ROCEEDINGS FOR 2011 INTERNATIONAL RESEARCH CONFERENCE AND COLLOQUIUM \par\pard\q
l \li5660\sb0\sl-180\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf2\f
3\fs16 Contemporary Research Issues and Challenges in Emerging Economies \par\pa
rd\qj \li1440\sb0\sl-230\slmult0 \par\pard\qj\li1440\sb0\sl-230\slmult0 \par\par
d\qj\li1440\ri1279\sb119\sl-230\slmult0\fi719 \up0 \expndtw0\charscalex100 \ul0\
nosupersub\cf12\f13\fs20 Today\u8217?s Retail in India comprised of organized an
d traditional retail formats, Indian Retail market \line \up0 \expndtw0\charscal
ex103 is estimated to be worth US$ 511 billion, and is estimated to grow up to U
S$ 833 billion by 2013. The \line \up0 \expndtw0\charscalex103 organized retail
that currently accounts for less than 5 per cent of the total retail market is e
xpected to \line \up0 \expndtw0\charscalex100 register a compound annual growth
rate (CAGR) of 40 per cent and swell to US$ 107 billion by 2013. A \line \up0 \e
xpndtw0\charscalex100 report by global consultancy firm, AT Kearney quote; The c
onsumer spending in India has increased by \line \up0 \expndtw0\charscalex100 an
impressive 75 per cent in the last four years and will quadruple in the next 20
years. Moreover, India \line \up0 \expndtw0\charscalex108 recently topped the
Nielsen Global Consumer Confidence study, conducted by Nielsen, a market \line \
up0 \expndtw0\charscalex104 research company. The biannual report revealed that
Indians are the most optimistic lot globally who \line \up0 \expndtw0\charscalex
100 think that their country will be out of the economic recession in the next t
welve months. However the size \line \up0 \expndtw0\charscalex100 of Organized R
etail in India will exceed US$22bn mark from current level of about US$4bn with
its space \line \up0 \expndtw0\charscalex100 requirement touching over 220mn sq.
ft., by 2010, according to The Associated Chambers of Commerce \line \up0 \expn
dtw0\charscalex100 and Industry of India (ASSOCHAM), in a paper on `Retail Scena
rio in India and Its Related Issues\u8217?, has \line \up0 \expndtw0\charscalex1
02 stated that approx. 40mn sq. ft. is currently generating a business of about
US$4bn in organized retail. \line \up0 \expndtw0\charscalex100 India\u8217?s vas
t middle-class and its almost untapped retail industry are key attractions for g
lobal retail giants \line \up0 \expndtw0\charscalex102 wanting to enter newer ma
rkets and India provides for the ideal locations. Since, Delhi and its suburbs \
line \up0 \expndtw0\charscalex103 have so far seen the growth of 100 bigger and
smaller malls; roughly 600 new malls are coming up in \line \up0 \expndtw0\chars
calex100 other metropolis and large townships in which less than 35% of retail b
usiness is going to be transacted. \line \up0 \expndtw0\charscalex106 It is seen
that over 1000 malls are in the pipelines for smaller townships in which the re
tail sector is \line \up0 \expndtw0\charscalex100 projected to grow at over 60%
because of ample availability of land and increased purchasing power of \line \u
p0 \expndtw0\charscalex104 the folks living in those areas aided by increased ec
onomic activities. Naturally, the large players will \line \up0 \expndtw-1\chars
calex100 prefer to go there and put up their shops by sourcing their supplies fr
om the places convenient to them. \par\pard\qj \li1440\ri1284\sb88\sl-233\slmult
0\fi719 \up0 \expndtw0\charscalex100 The major areas in which the retailing indu
stries boom today in cities and metropolitan cities are \line \up0 \expndtw0\cha
rscalex103 in the field of food items, FMCG products, grocery, sportswear, outer
wear, tailored clothing, eyewear, \line \up0 \expndtw-1\charscalex100 watches, f
ootwear and accessories. The retail businesses that will predominantly stay with
malls put up in \line \up0 \expndtw-1\charscalex100 metros and large cities wil
l include apparel, pharmaceuticals, luxury goods and consumer durables. \par\par
d\ql \li1440\sb90\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\c
f6\f7\fs20 Need for the study-Review of Literature \par\pard\qj \li1440\ri1285\s

b210\sl-230\slmult0 \up0 \expndtw0\charscalex105 \ul0\nosupersub\cf5\f6\fs20 1.
Ecological labels do influence buyer behavior, however it is difficult to make t
his statement about \up0 \expndtw0\charscalex110 Organic bread because of lack o
f supply and advertisement that makes it hard for people to get \up0 \expndtw-2\
charscalex100 information about existence of such bread.\ul0\super\cf14\f15\fs19
1 \par\pard\qj \li1440\ri1291\sb182\sl-240\slmult0 \up0 \expndtw0\charscalex102
\ul0\nosupersub\cf5\f6\fs20 2. Consumer\u8217?s decision making process in
cludes problem identification, information search, and \up0 \expndtw-1\char
scalex100 evaluation of alternatives, outlet selection, and purchases/post purch
ase action.\ul0\super\cf14\f15\fs19 2 \par\pard\qj \li1440\ri1292\sb189\sl-230\s
lmult0 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf5\f6\fs20 3. Consumers aro
und the world are different in various factors such as age, income, education le
vel and \up0 \expndtw0\charscalex102 preferences which may affect the way they a
vail of goods and services. Consumer behavior influences \up0 \expndtw-2\charsca
lex100 namely: cultural, social, personal and psychological factors.\ul0\super\c
f14\f15\fs19 3 \par\pard\qj \li1440\ri1289\sb210\sl-230\slmult0 \up0 \expndtw0\c
harscalex103 \ul0\nosupersub\cf5\f6\fs20 4. Consumers have more objective view o
f the nature of the attributes (e.g. food, cosmetics) because \up0 \expndtw0\cha
rscalex100 they are constantly being advertised and promoted. Similarly, consume
r evaluation of a product can be \up0 \expndtw-1\charscalex100 broken into evalu
ation related to product (tangible or physical attributes) and brand name.\ul0\s
uper\cf14\f15\fs19 4 \par\pard\qj \li1440\ri1283\sb190\sl-230\slmult0 \up0 \expn
dtw0\charscalex100 \ul0\nosupersub\cf5\f6\fs20 5. The relationship between human
values and consumer purchases, here was a significant association \line \up0 \e
xpndtw0\charscalex100 between human values (e.g. .achievement, self-direction, s
ecurity etc.,).product preference and tangible \line \up0 \expndtw-1\charscalex1
00 attribute importance with how consumers perceive the product and how they eva
luate the product.\ul0\super\cf14\f15\fs19 5 \par\pard\qj \li1440\ri1283\sb210\s
l-230\slmult0 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf5\f6\fs20 6. Price
is another form of attribute used by consumers to evaluate a product. Price can
sometimes be an \line \up0 \expndtw0\charscalex100 indicating of quality, with
a higher price indicating higher quality. Consumers perceive that a higher price
\line \up0 \expndtw-1\charscalex100 can be attributed to the higher cost of qua
lity control; some consumers are highly price sensitive, whereby \line \up0 \exp
ndtw0\charscalex102 a high price may shift consumers to competitive brands. Ther
efore price can have positive or negative \line \up0 \expndtw-2\charscalex100 in
fluences.\ul0\super\cf14\f15\fs19 6 \par\pard\qj \li1440\ri1289\sb182\sl-240\slm
ult0 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf5\f6\fs20 7. Consumer behav
ior is "the mental and emotional processes and the observable behavior of consum
ers \up0 \expndtw-1\charscalex100 during searching purchasing and post consumpti
on of a product and service.\ul0\super\cf14\f15\fs19 7 \par\pard\ql \li5953\sb0\
sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb224\
sl-253\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf3\f4\fs22 366 \pa
r\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart Pg8}{\
bkmkend Pg8}\par\pard\ql \li3821\sb0\sl-184\slmult0 \par\pard\ql\li3821\sb63\sl184\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs16 ePROCEEDIN
GS FOR 2011 INTERNATIONAL RESEARCH CONFERENCE AND COLLOQUIUM \par\pard\ql \li566
0\sb0\sl-180\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf2\f3\fs16 C
ontemporary Research Issues and Challenges in Emerging Economies \par\pard\ql \l
i1440\sb0\sl-230\slmult0 \par\pard\ql\li1440\sb0\sl-230\slmult0 \par\pard\ql\li1
440\sb119\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs
20 PERIOD OF THE STUDY \par\pard\qj \li1440\ri1283\sb188\sl-233\slmult0 \up0 \ex
pndtw0\charscalex100 \ul0\nosupersub\cf5\f6\fs20 The period of this study was Ju
ne-July, 2011. Primary data was collected by distributing questionnaire to \line
\up0 \expndtw0\charscalex108 all consumers buying at the selected four Organize
d Retail Outlets. The location of the survey is \line \up0 \expndtw0\charscalex
105 Tambaram, a town with a vital link to the Chennai metropolitan city, where p
eople of all walks of life \line \up0 \expndtw-3\charscalex100 reside. \par\pard
\ql \li1440\sb190\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\c
f6\f7\fs20 Research questions \par\pard\qj \li1440\ri1286\sb219\sl-220\slmult0 \

up0 \expndtw0\charscalex105 \ul0\nosupersub\cf5\f6\fs20 1. To know the Psycholog
y of consumers - how they think, feel, reason and select between different \up0
\expndtw-2\charscalex100 alternatives \par\pard\ql \li1440\sb12\sl-230\slmult0 \
up0 \expndtw-2\charscalex100 2. How the consumer is influenced by his or her env
ironment? \par\pard\ql \li1440\sb1\sl-217\slmult0 \up0 \expndtw-1\charscalex100
3. How the behavior of consumers influence them while shopping or making other m
arketing decisions? \par\pard\ql \li1440\sb13\sl-230\slmult0 \up0 \expndtw-2\cha
rscalex100 4. How information processing abilities influence decisions? \par\par
d\ql \li1440\sb1\sl-217\slmult0 \up0 \expndtw-1\charscalex100 5. How consumer mo
tivation and decision strategies differ between products? \par\pard\ql \li1440\s
b13\sl-230\slmult0 \up0 \expndtw-1\charscalex100 6. What are the ways to determi
ne the factors that influence the buying behavior of consumers? \par\pard\ql \li
1440\sb0\sl-230\slmult0 \par\pard\ql\li1440\sb200\sl-230\slmult0 \up0 \expndtw-2
\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Objectives of the study \par\pard\qj
\li1440\ri1291\sb182\sl-240\slmult0 \up0 \expndtw0\charscalex105 \ul0\nosupersub
\cf5\f6\fs20 1. To analyze the buying behavior of customers (with reference to s
elected products) to identify the \up0 \expndtw-2\charscalex100 behavior pattern
among consumers. \par\pard\ql \li1440\sb189\sl-230\slmult0 \up0 \expndtw-1\char
scalex100 2. To determine the factors that influences the buying behavior of con
sumers. \par\pard\qj \li1440\ri1291\sb219\sl-220\slmult0 \up0 \expndtw0\charscal
ex106 3. To map the consumer behavior in different selected retail outlets so as
to capture the consumer \up0 \expndtw-2\charscalex100 preference for these outl
ets. \par\pard\ql \li1440\sb212\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul
0\nosupersub\cf6\f7\fs20 Sample \par\pard\qj \li1440\ri1281\sb182\sl-240\slmult0
\fi719 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf5\f6\fs20 To know about th
e market and buyer behavior, primary data was conducted to the consumers in \lin
e \up0 \expndtw0\charscalex100 the market. Sample size was \up0 \expndtw0\ch
arscalex100 100 respondents. Questionnaire was distributed to the consume
rs \par\pard\ql \li1440\sb1\sl-215\slmult0\tx8854 \up0 \expndtw-1\charscalex100
purchasing in organized retail shops. The four Organized retail shops selected a
re \tab \up0 \expndtw-2\charscalex100 :RELIANCE , MORE , \par\pard\qj \li1440\ri
1286\sb21\sl-220\slmult0 \up0 \expndtw0\charscalex102 NILGIRIS and SPENCERS. T
hese are the only organized retail stores in Tambaram town chosen for \up0 \expn
dtw-2\charscalex100 this study. \par\pard\ql \li1440\sb212\sl-230\slmult0 \up0 \
expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Research Methodology \par\pa
rd\qj \li1440\ri1282\sb190\sl-230\slmult0\fi719 \up0 \expndtw0\charscalex107 \ul
0\nosupersub\cf5\f6\fs20 Research design proposed for the study is descriptive t
ype of research service this type of \up0 \expndtw0\charscalex106 research deals
with quality of responses from the respondents, attitudes, interests, technical
skills, \up0 \expndtw0\charscalex102 experience, behavioral, beliefs and values
, emotions, personality, self-concept etc., Primary data were \up0 \expndtw0\cha
rscalex103 collected by questionnaire survey method based on a pilot study. Seco
ndary data were collected from \up0 \expndtw-2\charscalex100 Journals and Resear
ch article to support the research. \par\pard\ql \li5953\sb0\sl-253\slmult0 \par
953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb49\sl-253\slmult0 \up0 \expndtw-3\c
harscalex100 \ul0\nosupersub\cf3\f4\fs22 367 \par\pard\sect\sectd\fs24\paperw122
40\paperh15840\pard\sb0\sl-240{\bkmkstart Pg9}{\bkmkend Pg9}\par\pard\ql \li3821
\sb0\sl-184\slmult0 \par\pard\ql\li3821\sb63\sl-184\slmult0 \up0 \expndtw-2\char
scalex100 \ul0\nosupersub\cf1\f2\fs16 ePROCEEDINGS FOR 2011 INTERNATIONAL RESEAR
CH CONFERENCE AND COLLOQUIUM \par\pard\ql \li5660\sb0\sl-180\slmult0 \up0 \expnd
tw-2\charscalex100 \ul0\nosupersub\cf2\f3\fs16 Contemporary Research Issues and
Challenges in Emerging Economies \par\pard\ql \li1440\sb0\sl-230\slmult0 \par\pa
rd\ql\li1440\sb0\sl-230\slmult0 \par\pard\ql\li1440\sb119\sl-230\slmult0 \up0 \e
xpndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 ANALYSIS AND RESULTS \par\par

d\ql \li1440\sb230\sl-230\slmult0 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\
cf5\f6\fs20 The frequency distribution of the demographic profile of the respond
ents is presented below: \par\pard\ql \li3797\sb230\sl-230\slmult0 \up0 \expndtw
-2\charscalex100 \ul0\nosupersub\cf11\f12\fs20 Table-1:Demographic Profile of th
e Respondents\par\pard\sect\sectd\sbknone\cols3\colno1\colw3879\colsr160\colno2\
colw2901\colsr160\colno3\colw5010\colsr160\ql \li1459\sb203\sl-230\slmult0 \up0
\expndtw-3\charscalex100 \ul0\nosupersub\cf5\f6\fs20 Age\par\pard\qj \li1459\ri7
77\sb74\sl-327\slmult0\fi1084\tx2544 \up0 \expndtw-2\charscalex100 16-31 \line\t
ab \up0 \expndtw-2\charscalex100 32-47 \line \up0 \expndtw-3\charscalex100 Sex\p
ar\pard\ql \li2532\sb140\sl-230\slmult0 \up0 \expndtw-2\charscalex100 MALE\par\p
ard\qj \li1459\ri500\sb0\sl-340\slmult0\fi1072 \up0 \expndtw-2\charscalex100 FEM
ALE \up0 \expndtw-2\charscalex100 Occupation\par\pard\ql \li2532\ri33\sb115\sl-2
49\slmult0 \up0 \expndtw-2\charscalex100 TEACHING \line \up0 \expndtw-2\charscal
ex100 CORPORATE \line \up0 \expndtw-2\charscalex100 EMPLOYEE\par\pard\ql \li1459
\ri443\sb28\sl-383\slmult0\tx2544 \up0 \expndtw-2\charscalex100 Income (in Rs.)
\line\tab \up0 \expndtw-2\charscalex100 1-100000\par\pard\qj \li2544\ri554\sb13\
sl-230\slmult0 \up0 \expndtw-2\charscalex100 100000-\line \up0 \expndtw-2\charsc
alex100 300000\par\pard\column \ql \li4039\sb0\sl-230\slmult0 \par\pard\ql \li20
\sb89\sl-230\slmult0\tx1367 \up0 \expndtw-2\charscalex100 Frequency\tab \up0 \ex
pndtw-2\charscalex100 Percent\par\pard\ql \li20\sb38\sl-230\slmult0\tx1367 \up0
\expndtw-3\charscalex100 30\tab \up0 \expndtw-3\charscalex100 29.7\par\pard\ql \
li20\sb42\sl-230\slmult0\tx1367 \up0 \expndtw-3\charscalex100 58\tab \up0 \expnd
tw-3\charscalex100 57.4\par\pard\ql \li4039\sb0\sl-230\slmult0 \par\pard\ql \li2
0\sb39\sl-230\slmult0\tx1367 \up0 \expndtw-2\charscalex100 Frequency\tab \up0 \e
xpndtw-2\charscalex100 Percent\par\pard\ql \li20\sb41\sl-230\slmult0\tx1367 \up0
\expndtw-3\charscalex100 73\tab \up0 \expndtw-3\charscalex100 72.3\par\pard\ql
\li20\sb39\sl-230\slmult0\tx1367 \up0 \expndtw-3\charscalex100 26\tab \up0 \expn
dtw-3\charscalex100 25.7\par\pard\ql \li4039\sb0\sl-230\slmult0 \par\pard\ql \li
20\sb40\sl-230\slmult0\tx1367 \up0 \expndtw-2\charscalex100 Frequency\tab \up0 \
expndtw-2\charscalex100 Percent\par\pard\ql \li20\sb41\sl-230\slmult0\tx1367 \up
0 \expndtw-3\charscalex100 30\tab \up0 \expndtw-3\charscalex100 29.7\par\pard\ql
\li20\sb39\sl-230\slmult0\tx1367 \up0 \expndtw-3\charscalex100 58\tab \up0 \exp
ndtw-3\charscalex100 57.4\par\pard\ql \li4039\sb0\sl-230\slmult0 \par\pard\ql \l
i4039\sb0\sl-230\slmult0 \par\pard\ql \li20\sb39\sl-230\slmult0\tx1367 \up0 \exp
ndtw-2\charscalex100 Frequency\tab \up0 \expndtw-2\charscalex100 Percent\par\par
d\qj \li20\ri1113\sb10\sl-268\slmult0\tx1367\tx1362 \up0 \expndtw-3\charscalex10
0 73\tab \up0 \expndtw-3\charscalex100 72.3 \line \up0 \expndtw-3\charscalex100
26 \tab \up0 \expndtw-3\charscalex100 25.7\par\pard\column \ql \li1552\sb88\sl-2
30\slmult0 \up0 \expndtw-2\charscalex100 Cumulative\par\pard\ql \li20\sb1\sl-230
\slmult0\tx1557 \up0 \expndtw-2\charscalex100 Valid Percent\tab \up0 \expndtw-2\
charscalex100 Percent\par\pard\ql \li20\sb38\sl-230\slmult0\tx1557 \up0 \expndtw
-3\charscalex100 30.0\tab \up0 \expndtw-3\charscalex100 30.0\par\pard\ql \li20\s
b42\sl-230\slmult0\tx1557 \up0 \expndtw-3\charscalex100 58.0\tab \up0 \expndtw-3
\charscalex100 88.0\par\pard\ql \li1552\sb38\sl-230\slmult0 \up0 \expndtw-2\char
scalex100 Cumulative\par\pard\ql \li20\sb1\sl-230\slmult0\tx1557 \up0 \expndtw-2
\charscalex100 Valid Percent\tab \up0 \expndtw-2\charscalex100 Percent\par\pard\
ql \li20\sb41\sl-230\slmult0\tx1557 \up0 \expndtw-3\charscalex100 73.0\tab \up0
\expndtw-3\charscalex100 73.0\par\pard\ql \li20\sb39\sl-230\slmult0\tx1557 \up0
\expndtw-3\charscalex100 26.0\tab \up0 \expndtw-3\charscalex100 99.0\par\pard\ql
\li1552\sb42\sl-230\slmult0 \up0 \expndtw-2\charscalex100 Cumulative\par\pard\q
l \li20\sb0\sl-228\slmult0\tx1557 \up0 \expndtw-2\charscalex100 Valid Percent\ta
b \up0 \expndtw-2\charscalex100 Percent\par\pard\ql \li20\sb42\sl-230\slmult0\tx
1557 \up0 \expndtw-3\charscalex100 30.0\tab \up0 \expndtw-3\charscalex100 30.0\p
ar\pard\ql \li20\sb39\sl-230\slmult0\tx1557 \up0 \expndtw-3\charscalex100 58.0\t
ab \up0 \expndtw-3\charscalex100 88.0\par\pard\ql \li7090\sb0\sl-230\slmult0 \pa
r\pard\ql \li1552\sb41\sl-230\slmult0 \up0 \expndtw-2\charscalex100 Cumulative\p
ar\pard\ql \li20\sb1\sl-227\slmult0\tx1557 \up0 \expndtw-2\charscalex100 Valid P
ercent\tab \up0 \expndtw-2\charscalex100 Percent\par\pard\ql \li20\sb42\sl-230\s
lmult0\tx1557 \up0 \expndtw-3\charscalex100 73.0\tab \up0 \expndtw-3\charscalex1
00 73.0\par\pard\ql \li20\sb39\sl-230\slmult0\tx1557 \up0 \expndtw-3\charscalex1

00 26.0\tab \up0 \expndtw-3\charscalex100 99.0 \par\pard\sect\sectd\sbknone \qj
\li1440\sb0\sl-230\slmult0 \par\pard\qj\li1440\sb0\sl-230\slmult0 \par\pard\qj\l
i1440\ri1282\sb22\sl-230\slmult0\fi719 \up0 \expndtw0\charscalex102 From the dem
ographic profile of the respondents, it is clear that majority of respondents [5
8%] \line \up0 \expndtw0\charscalex102 belong to 32 - 47 age group. If this is
taken as a reflective of the population, then it is clear that middle \line \up0
\expndtw0\charscalex102 age consumers visit in large numbers the organized reta
il shops. This fact should be noted to analyse \line \up0 \expndtw-1\charscalex
100 the various expectations of this age group so as to retain them. Males outn
umber the females among the \line \up0 \expndtw0\charscalex100 respondents. Thi
s means, all those factors which are gender specific need to be addressed proper
ly so \line \up0 \expndtw0\charscalex102 that the shops fulfill their expec
tations.
Among the various categories of occupation, corporate \line \u
p0 \expndtw-1\charscalex100 employees constitute the majority among the responde
nts [58%]. The shops have a necessity to use this \line \up0 \expndtw0\charscal
ex104 finding so that they give importance to expectations of this segment of co
nsumers by focusing on the \line \up0 \expndtw0\charscalex108 variables which re
veal the preference of this group of consumers. It is interesting to observe th
at \line \up0 \expndtw0\charscalex105 consumers in the income range of Re 1 to R
s. 1 lakh turn out to be the majority among the different \line \up0 \expndtw0\c
harscalex100 income groups [73%] This is a very useful finding, with which the
shops can decide on the products and \line \up0 \expndtw-2\charscalex100 brands
which are preferred by this income group. \par\pard\qj \li1440\ri1279\sb210\sl-2
30\slmult0\fi719 \up0 \expndtw0\charscalex102 As one of the objectives set for t
he study is to examine the pattern of buying behaviour among \up0 \expndtw0\char
scalex103 the respondents, F test was conducted for 1. Shopping frequency of co
nsumers, 2. Opinion on billing \up0 \expndtw0\charscalex103 facilities, 3. Avail
ability of multi-brands and 5. Provision for replacement in case of supply of de
fective \up0 \expndtw0\charscalex106 item. The results would help to give sugge
stions to shops so as to help them get regular business \up0 \expndtw-2\charscal
ex100 through customer flow. \par\pard\qj \li1440\ri1282\sb189\sl-232\slmult0\fi
719 \up0 \expndtw0\charscalex103 Next there is a necessity to examine the demogr
aphic profile of the consumers which impacts \line \up0 \expndtw-1\charscalex100
their preference of their shops. In this context, the following variables were
selected and their relationship \line \up0 \expndtw0\charscalex104 with the dem
ographic features of the consumers was studied through Chi-square test. The var
iables \line \up0 \expndtw0\charscalex102 selected were, buying decision, decisi
on maker, decision criteria, shop facilities, billing, packaging and \line \up0
\expndtw-1\charscalex100 deliver, and shop location. The results would help the
shop keepers to develop appropriate strategies for \line \up0 \expndtw-2\charsc
alex100 retaining the consumers. \par\pard\ql \li5953\sb0\sl-253\slmult0 \par\pa
rd\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard
\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb119\sl-253\slmult0 \up0 \exp
ndtw-3\charscalex100 \ul0\nosupersub\cf3\f4\fs22 368
{\shp {\*\shpinst\shpleft1459\shptop2674\shpright3941\shpbottom2789\shpfhdr0\shp
bxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz98\shplid0
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 2482}}{\sp{\sn geoBottom}{\sv 115}}
{\sp{\sn pVerticies}{\sv 8;5;(1,115);(2482,115);(2482,0);(1,0);(1,115)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 167772
15}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}

8}}
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{\shp {\*\shpinst\shpleft8569\shptop2676\shpright10344\shpbottom2904\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz260\shplid9
8}}
}}
{\sp{\sn pVerticies}{\sv 8;4;(0,232);(1774,231);(1774,0);(0,232)}}
{\sp{\sn pSegmentInfo}{\sv 2;9;16384;45824;1;45824;1;45824;1;45824;32768}}
}}

8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 0}}{\s
p{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\s
p{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
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{\shp {\*\shpinst\shpleft10343\shptop2633\shpright10382\shpbottom2674\shpfhdr0\s
hpbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz363\shplid34
8}}
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}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g10}{\bkmkend Pg10}\par\pard\ql \li3821\sb0\sl-184\slmult0 \par\pard\ql\li3821\s
b63\sl-184\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs16 ePR
OCEEDINGS FOR 2011 INTERNATIONAL RESEARCH CONFERENCE AND COLLOQUIUM \par\pard\ql
\li5660\sb0\sl-180\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf2\f3
\fs16 Contemporary Research Issues and Challenges in Emerging Economies \par\par
d\ql \li1440\sb0\sl-230\slmult0 \par\pard\ql\li1440\sb0\sl-230\slmult0 \par\pard
\ql\li1440\sb119\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf
16\f17\fs20\ul Findings \par\pard\ql \li1440\sb190\sl-230\slmult0 \up0 \expndtw2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 F-Test--------------Shopping Frequen
cy \par\pard\qj \li1440\ri1282\sb212\sl-228\slmult0\fi719 \up0 \expndtw0\charsca
lex105 \ul0\nosupersub\cf5\f6\fs20 F test was conducted to ascertain whether the
Respondents patronizing different Organized \line \up0 \expndtw0\charscalex103
Retail Shops differ in terms of their purchase frequency. The result [F=0.00217]
indicates that there is \line \up0 \expndtw0\charscalex102 significant differen
ce among the Respondents about the frequency of their purchase in selected Retai
l \line \up0 \expndtw0\charscalex100 shops. This implies that each retail shop n
eed to closely monitor the items purchased by the consumers \line \up0 \expndtw1\charscalex100 and ensure maintenance of sufficient stock of these frequently p
urchased items. It is also necessary that \line \up0 \expndtw-1\charscalex100 t
hese shops identify the reasons for the consumers not regularly buying. It woul
d be advisable if the shop \line \up0 \expndtw0\charscalex100 keeper has a facil
ity to announce to the consumers about the new additions to their line of produc
ts and \line \up0 \expndtw-1\charscalex100 the brands. A help desk for the cons
umer is a value addition which the shops can plan. \par\pard\ql \li1440\sb211\sl
-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 F-Test-------------Billing Facilities \par\pard\qj \li1440\ri1279\sb190\sl-230\slmult0\f
i719 \up0 \expndtw0\charscalex100 \ul0\nosupersub\cf5\f6\fs20 To know the comfor
t and convenience of consumers in billing facilities, F test was conducted to \l
ine \up0 \expndtw0\charscalex100 ascertain whether the Respondents patronizing d
ifferent Organized Retail Shops. The result [F=0.00603] \line \up0 \expndtw0\cha
rscalex100 indicates that there is significant difference among the Respondents
about the convenience in the billing \line \up0 \expndtw0\charscalex100 counters
in selected Retail shops. This implies that each retail shop needs to closely m
onitor the waiting \line \up0 \expndtw-1\charscalex100 time of the consumers at
the billing counters. The number of counters to be provided need to be decided
\line \up0 \expndtw0\charscalex105 based on the peak time requirement. It shoul
d be noted that billing is the last contact point with the \line \up0 \expndtw0\
charscalex100 consumer and if it is not convenient, the consumers carry with the
m this experience and may choose not \line \up0 \expndtw0\charscalex102 to retur
n. Similarly, the staff who are posted at the billing counters should be fully
trained so as to deal \line \up0 \expndtw0\charscalex102 different types of cons
umers properly. They should be familiar with the payment through credit cards /
\line \up0 \expndtw0\charscalex100 debit cards / discount coupons, etc., so tha
t time consumed for settling the payments is minimized. They \line \up0 \expndt
w0\charscalex102 need to be fully trained in handling consumer grievances and co
mplaints without losing patience. They \line \up0 \expndtw0\charscalex104 should
also be empowered to certain extent, with which they can authorize replacement
of defective \line \up0 \expndtw0\charscalex102 pieces, attending to warranty ca

lls and offering gifts to consumers as incentive, etc. Billing accuracy is \line
\up0 \expndtw0\charscalex103 one factor which can avoid explosive situations.
Many organized retailers use billing software for this \line \up0 \expndtw0\char
scalex100 purpose. But any corruption in the software or failure can lead to em
barrassing situations. The objective \line \up0 \expndtw0\charscalex100 to be a
chieved at the billing counter should be to win the consumers and make them visi
t frequently the \line \up0 \expndtw-2\charscalex100 shop. \par\pard\ql \li1440\
sb210\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 F
-Test--------------Multi brands \par\pard\qj \li1440\ri1279\sb190\sl-230\slmult0
\fi719 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf5\f6\fs20 To ascertain wh
ether the Respondents patronizing different Organized Retail Shops differ in the
ir \up0 \expndtw0\charscalex100 preference for Multi brands. The result of F-tes
t [1.54514] indicates that there is no significant difference \up0 \expndtw0\cha
rscalex100 among the Respondents about the availability of Multi brands. This is
obvious as different age groups of \up0 \expndtw-1\charscalex100 customers pref
er different brands and so availability of Multi brands of products in the shop
would cater to \up0 \expndtw0\charscalex100 the requirements of all the consumer
s. The shops need to focus on not only the brands to be stacked but \up0 \expndt
w-1\charscalex100 also maintain the stock of each of them, so that no consumer w
ould leave the shop disappointed over the \up0 \expndtw0\charscalex108 non-avail
ability of their choice of brand. Once a consumer gets this experience, he or
she would \up0 \expndtw0\charscalex100 certainly be looking for alternative shop
s to get his product regularly. The arrival of new brands needs to \up0 \expndtw
-2\charscalex100 be communicated well to the consumers to grant them wider choic
e. \par\pard\ql \li1440\sb210\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\
nosupersub\cf6\f7\fs20 F-Test--------------Replacement Provision \par\pard\qj \l
i1440\ri1285\sb190\sl-231\slmult0\fi719 \up0 \expndtw0\charscalex105 \ul0\nosupe
rsub\cf5\f6\fs20 F test was conducted to ascertain whether the Respondents patro
nizing different Organized \line \up0 \expndtw0\charscalex102 Retail Shops diffe
r in terms of Replacement provision. The result [F=8.94585] indicates that there
is no \line \up0 \expndtw-1\charscalex100 significant difference among the Resp
ondents about the Replacement provisions of the product in case of \line \up0 \e
xpndtw-1\charscalex100 damage/defective. Every consumer would always strive to
get the money\u8217?s worth and on occasions when \line \up0 \expndtw0\charscale
x100 this does not happen, the consumer would demand replacement. Unless the sh
ops have the flexibility to \line \up0 \expndtw-1\charscalex100 replace, the sho
p might lose consumers. Further, by analysing the reasons for the replacement r
equests, \line \up0 \expndtw0\charscalex103 the shops can also determine the rel
ative strength of different brands. This would give them the valid \line \up0 \
expndtw0\charscalex100 base to communicate to the producers and suppliers and ma
ke them set right the scope for defect at the \line \up0 \expndtw0\charscalex100
stage of production or distribution. Especially in a free access environment,
different consumers handle \line \up0 \expndtw-1\charscalex100 the products in t
he shelf differently, this itself might cause damage to the products. Further wh
ile stacking \par\pard\ql \li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb18\sl
-253\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf3\f4\fs22 369 \par\
pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart Pg11}{\b
kmkend Pg11}\par\pard\ql \li3821\sb0\sl-184\slmult0 \par\pard\ql\li3821\sb63\sl184\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs16 ePROCEEDIN
GS FOR 2011 INTERNATIONAL RESEARCH CONFERENCE AND COLLOQUIUM \par\pard\ql \li566
0\sb0\sl-180\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf2\f3\fs16 C
ontemporary Research Issues and Challenges in Emerging Economies \par\pard\qj \l
i1440\sb0\sl-230\slmult0 \par\pard\qj\li1440\sb0\sl-230\slmult0 \par\pard\qj\li1
440\ri1286\sb119\sl-230\slmult0 \up0 \expndtw0\charscalex106 \ul0\nosupersub\cf5
\f6\fs20 the products in the shelf there is likely to be handling damage, which
the consumer might not have \up0 \expndtw0\charscalex100 noticed at the time of
picking and might notice this while unpacking. Hence, it would be better to expl
ore \up0 \expndtw0\charscalex100 and identify various reasons for replacement re
quests from the consumer and necessary actions initiated \up0 \expndtw0\charscal
ex103 to minimize such requests. This in turn, would help to maintain a clean i
mage among the consumers \up0 \expndtw-2\charscalex100 prompting them to frequen
tly visit the shop. \par\pard\ql \li1440\sb190\sl-230\slmult0 \up0 \expndtw-2\ch
arscalex100 \ul0\nosupersub\cf6\f7\fs20 Chi-square--------------Buying decision
\par\pard\qj \li1440\ri1279\sb210\sl-230\slmult0\fi719 \up0 \expndtw0\charscalex
109 \ul0\nosupersub\cf5\f6\fs20 To examine the personal factor that influence in
the buying decision, among a number of \line \up0 \expndtw0\charscalex100 Respo
ndent profile of factors, age was selected and its influences on buying decision
was tested using \line \up0 \expndtw0\charscalex100 chi-square test. The result
[chi-square=0.005] indicates statistically significant relationship. This impli
es \line \up0 \expndtw0\charscalex106 that the age of the respondent influence c
hoice between product &brand. The presence of inverse \line \up0 \expndtw0\chars
calex100 relationship[r=-0.326] between age and buying decision indicates that t
he shopkeeper should focus more \line \up0 \expndtw0\charscalex102 on middle age
and young customers so as to meet their brand requirements. As regards customer
s of \line \up0 \expndtw0\charscalex105 above middle age, the result implies tha
t they chose the product of their choice, having used it for a \line \up0 \expnd
tw0\charscalex106 longer duration. This finding confirms the findings of Schiff
man & Kanuk-2004,which was reviewed \line \up0 \expndtw-2\charscalex100 above. \
par\pard\ql \li1440\sb190\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosu
persub\cf6\f7\fs20 Chi square--------------Decision Maker \par\pard\qj \li1440\r
i1285\sb212\sl-228\slmult0\fi719 \up0 \expndtw0\charscalex105 \ul0\nosupersub\cf
5\f6\fs20 The personal factor that influence in the buying decision was examined
, among a number of \up0 \expndtw0\charscalex100 Respondent profile of factors,
marital status, age and occupation were selected and their influences on \up0 \e
xpndtw0\charscalex103 decision making was tested using chi-square test. The resu
lt [chi square=0.000] indicates statistically \up0 \expndtw0\charscalex100 signi
ficant relationship. This implies that the marital status of the respondent infl
uence choice of products \up0 \expndtw0\charscalex100 or brands. Married custome
rs take decision in consultation with the wife or children. Once this is proved
, \up0 \expndtw0\charscalex100 the shops should train their sales personnel in c
onvincing the spouse and children of a consumer. They \up0 \expndtw0\charscalex
104 need to understand the needs of this influencers and accordingly provide nec
essary explanation and \up0 \expndtw-2\charscalex100 support. This would enable
the shops to sell more effectively. \par\pard\ql \li1440\sb211\sl-230\slmult0 \
up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Chi-square-------------Decision Criteria \par\pard\qj \li1440\ri1283\sb190\sl-231\slmult0\fi719 \up0 \
expndtw0\charscalex100 \ul0\nosupersub\cf5\f6\fs20 Among a number of demographic
profile of the respondents, age and income were selected and \line \up0 \expndt
w0\charscalex100 their influence on decision criteria was tested using chi-squar
e test. The result [chi square=0.029, 0.012] \line \up0 \expndtw0\charscalex104
indicates statistically significant relationship. This implies that the age and
income of the respondent \line \up0 \expndtw0\charscalex105 influence choice for
quality, price, warranty/guarantee, and brand, Mode of payment and Ads. This \
line \up0 \expndtw0\charscalex104 finding confirms the findings of Batra & Karmi
, reviewed above. This finding offers a vital lead to the \line \up0 \expndtw0\
charscalex106 shops. By analysing the customer data base, the shops should be ab
le to develop a clear strategy \line \up0 \expndtw0\charscalex102 addressing th
e requirements of consumers belonging to different age and income grou
p. Using \line \up0 \expndtw0\charscalex104 appropriate filter, the shops shoul
d be able to determine the brand choice of various age groups and \line \up0 \ex
pndtw0\charscalex109 income groups and based on that plan their inventories of v
arious brands and ensure continued \line \up0 \expndtw-2\charscalex100 availabil
ity of these products. \par\pard\ql \li1440\sb190\sl-230\slmult0 \up0 \expndtw-2
\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Chi square--------------Shop Faciliti
es \par\pard\qj \li1440\ri1282\sb219\sl-220\slmult0\fi719 \up0 \expndtw-1\charsc
alex100 \ul0\nosupersub\cf5\f6\fs20 To examine the personal factor that influenc
e consumers Shop facilities was studied in relation to \line \up0 \expndtw-1\cha
rscalex100 the income and marital status of the consumers using chi-square test
. The result [chi-square=0.000, \par\pard\qj \li1440\ri1280\sb12\sl-230\slmult0
\up0 \expndtw0\charscalex100 0.003] indicates statistically significant relation

ship. This implies that the income and marital status of the \line \up0 \expndtw
-1\charscalex100 respondent influence the expectations about shop facilities suc
h as Parking, Ambience, Lighting, Trolleys \line \up0 \expndtw0\charscalex103 &
Carry baskets, Children play area, display & interior, accessibility, layout, re
st rooms, security. This \line \up0 \expndtw0\charscalex109 finding confirms the
findings of Beck, reviewed above. Based on this finding, the shops need to \li
ne \up0 \expndtw0\charscalex102 understand that consumer expectation is always h
igh when they shop at organized retail shops. More \line \up0 \expndtw0\charsca
lex102 than the availability of products and brands, the consumers woul
d expect a pleasant shopping \line \up0 \expndtw-1\charscalex100 experience.
At the point of purchase, if these facilities do not support, the consumers mi
ght prefer to visit \line \up0 \expndtw0\charscalex100 other shops where these f
acilities provide better support. This would mean every such organized retail \
line \up0 \expndtw0\charscalex104 shop need to invest heavily on maintaining a v
ery congenial and supportive facilities. This should be \line \up0 \expndtw0\ch
arscalex102 treated as an essential investment which would be recovered well whe
n there is continuous consumer \line \up0 \expndtw0\charscalex102 flow is experi
enced. A point of irritant in this context is, that apart from providing these
supports, the \par\pard\ql \li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb18\s
l-253\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf3\f4\fs22 370 \par
\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart Pg12}{\
bkmkend Pg12}\par\pard\ql \li3821\sb0\sl-184\slmult0 \par\pard\ql\li3821\sb63\sl
-184\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs16 ePROCEEDI
NGS FOR 2011 INTERNATIONAL RESEARCH CONFERENCE AND COLLOQUIUM \par\pard\ql \li56
60\sb0\sl-180\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf2\f3\fs16
Contemporary Research Issues and Challenges in Emerging Economies \par\pard\qj \
li1440\sb0\sl-220\slmult0 \par\pard\qj\li1440\sb0\sl-220\slmult0 \par\pard\qj\li
1440\ri1289\sb147\sl-220\slmult0 \up0 \expndtw0\charscalex108 \ul0\nosupersub\cf
5\f6\fs20 shops need to ensure that these supports are functional and operationa
l, as otherwise, inspite of \up0 \expndtw-1\charscalex100 providing these suppor
ts, the shops would only end up dissatisfying customers. \par\pard\ql \li1440\sb
212\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Chi
-square--------------Billing \par\pard\qj \li1440\ri1279\sb190\sl-230\slmult0\fi
719 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf5\f6\fs20 From the earlier f
inding of F test, it is known that billing is an important factor to be consider
ed by \line \up0 \expndtw0\charscalex100 the shopkeepers. But to examine how bi
lling support is viewed by the consumers, sex, occupation and \line \up0 \expndt
w0\charscalex105 income were selected and their influences on decision criteria
was tested using chi-square test. The \line \up0 \expndtw-2\charscalex100 result
\up0 \expndtw0\charscalex104 [chi-square=0.060, 0.001, 0.000] indicates statist
ically significant outcome. This means billing \line \up0 \expndtw0\charscalex1
07 facilities influence the consumers views and especially there seem to be gend
er preference in this \line \up0 \expndtw0\charscalex104 context. Usually women
prefer hassle free payment arrangement. They demand clarification on any \line
\up0 \expndtw-1\charscalex100 mistakes in the bill. So billing accuracy and the
mode of payment need to be ensured by the shops. One \line \up0 \expndtw-1\cha
rscalex100 more finding is that occupation of consumers and income level also ha
s significant relationship with billing \line \up0 \expndtw-1\charscalex100 supp
ort. Generally it is reported that consumers who come by their own conveyance [
two wheeler or four \line \up0 \expndtw-1\charscalex100 wheeler] prefer to pay t
hrough credit card or debit card. Corporate consumers use the company supplied
\line \up0 \expndtw0\charscalex107 discount coupons. This necessitates the shop
s to regularly interact with their frequent buyers and \line \up0 \expndtw-1\cha
rscalex100 corporate clients so as to fine tune the billing to provide improve s
upport. \par\pard\ql \li1440\sb190\sl-230\slmult0 \up0 \expndtw-2\charscalex100
\ul0\nosupersub\cf6\f7\fs20 Chi-square--------------Packaging & Delivering \par\
pard\qj \li1440\ri1290\sb210\sl-230\slmult0\fi719 \up0 \expndtw0\charscalex100 \
ul0\nosupersub\cf5\f6\fs20 Applying Chi-square test to study the relationship be
tween packaging and delivering and various \line \up0 \expndtw0\charscalex104 de
mographic elements of customer profile, it was found that occupation and income
were indicating \line \up0 \expndtw0\charscalex100 significant relationship \up
0 \expndtw-2\charscalex100 [chi-square=0.004, \up0 \expndtw0\charscalex109 0.001
]. Based on this the shops could understand that \par\pard\qj \li1440\ri1281\sb
0\sl-230\slmult0 \up0 \expndtw0\charscalex100 consumers of different occupation
and income have different expectations about packaging & delivering \line \up0 \
expndtw0\charscalex102 at the right time, free door delivery. The organized ret
ail format is more favoured by the consumers for \line \up0 \expndtw0\charscalex
103 the shopping convenience and packaged products. The consumer expectation do
es not end with the \line \up0 \expndtw0\charscalex102 choice of products or mak
ing the payment, but how the products brought are delivered at their homes. \lin
e \up0 \expndtw0\charscalex100 Delay in delivery, pilferage and mishandling the
product in transit, would all discourage consumers from \line \up0 \expndtw0\cha
rscalex100 buying from such shops. The delivery people have to be adequately tr
ained to control their tempers, as \line \up0 \expndtw0\charscalex105 at the poi
nt of delivery, they face the wrath of the consumers for any damage or loss. No
consumer \line \up0 \expndtw0\charscalex102 would accept a damaged piece, when
the consumer has paid the full price for the product. Hence, the \line \up0 \ex
pndtw0\charscalex102 shops need to investigate more in to the customer data base
and relate it with the delivery experience. \line \up0 \expndtw0\charscalex102
Based on this necessary support to strengthen the delivery mechanism c
ould be designed and \line \up0 \expndtw-2\charscalex100 implemented. \par\pa
rd\ql \li1440\sb200\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub
\cf6\f7\fs20 Chi-square--------------Shop Location \par\pard\qj \li1440\ri1279\s
b190\sl-230\slmult0\fi719 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf5\f6\f
s20 One of the proven experience is that customers give importance to the locati
on of the shops while \line \up0 \expndtw0\charscalex100 they choose the shop fr
om which they would buy. As confirmed by Alhadeff, [reviewed above] shopping \l
ine \up0 \expndtw0\charscalex109 location has a significant relation with variou
s demographic profile, to verify whether the sample \line \up0 \expndtw-1\chars
calex100 respondents confirm this, Chi-square test was conducted to identify the
demographic features which have \line \up0 \expndtw0\charscalex100 high relatio
nship with the choice of shop location. It was found that sex, occupation and in
come revealed \line \up0 \expndtw0\charscalex100 significant statistical relatio
nship with the choice of shop location [chi-square=0.0030.008, 0.095]. From \li
ne \up0 \expndtw0\charscalex105 this it could be inferred that among the consume
rs, women prefer a shop near office or home, while \line \up0 \expndtw0\charscal
ex106 males may not consider location as a factor at all. Consumers in high pos
itions and income would \line \up0 \expndtw0\charscalex107 certainly consider sh
op location as an important factor, as this might be a source of their pleasant
\line \up0 \expndtw-1\charscalex100 shopping experience. Generally such consume
rs would expect trouble free access and adequate parking \line \up0 \expndtw0\ch
arscalex100 as well as security support. Consumers in a metropolitan city would
expect a sprawling shopping space, \line \up0 \expndtw0\charscalex102 which wou
ld be possible only in the out-skirts of the city. At the same time, the choice
of shop location \line \up0 \expndtw-1\charscalex100 may also be influenced by
the type of goods purchased. Certain items of daily consumption, and frequent \
line \up0 \expndtw0\charscalex100 consumption, the consumer might prefer a nearb
y location while in the case of other products they might \line \up0 \expndtw-1\
charscalex100 accept a distant location. This expectation need to be verified t
hrough a more extensive study. \par\pard\ql \li5953\sb0\sl-253\slmult0 \par\pard
\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\q
l\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\
li5953\sb106\sl-253\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf3\f4
\fs22 371 \par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkm
kstart Pg13}{\bkmkend Pg13}\par\pard\ql \li3821\sb0\sl-184\slmult0 \par\pard\ql\
li3821\sb63\sl-184\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\
fs16 ePROCEEDINGS FOR 2011 INTERNATIONAL RESEARCH CONFERENCE AND COLLOQUIUM \par
\pard\ql \li5660\sb0\sl-180\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersu
b\cf2\f3\fs16 Contemporary Research Issues and Challenges in Emerging Economies
\par\pard\ql \li2817\sb0\sl-230\slmult0 \par\pard\ql\li2817\sb0\sl-230\slmult0 \

par\pard\ql\li2817\sb0\sl-230\slmult0 \par\pard\ql\li2817\sb0\sl-230\slmult0 \pa
r\pard\ql\li2817\sb0\sl-230\slmult0 \par\pard\ql\li2817\sb0\sl-230\slmult0 \par\
pard\ql\li2817\sb119\sl-230\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersu
b\cf11\f12\fs20 Table-2: Chi-square values for relationship between various vari
ables \par\pard\li2172\sb175\sl-230\slmult0\fi55\tx4599\tx5422\tx6413\tx8034\tx9
114 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Variables\tab \up0
\expndtw-2\charscalex100 Age\tab \up0 \expndtw-2\charscalex100 Sex\tab \up0 \ex
pndtw-2\charscalex100 Occupation\tab \up0 \expndtw-2\charscalex100 Income\tab \u
p0 \expndtw-2\charscalex100 Marital\par\pard\li2172\sb0\sl-230\slmult0\fi6941 \u
p0 \expndtw-2\charscalex100 Status\par\pard\li2172\sb10\sl-230\slmult0\fi0\tx459
9\tx5422\tx6413\tx8034\tx9114 \up0 \expndtw-2\charscalex100 Buying decision\tab
\up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf15\f16\fs20 .005\tab \up0 \expnd
tw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs20 .616\tab \up0 \expndtw-2\charscal
ex100 .770\tab \up0 \expndtw-2\charscalex100 .518\tab \up0 \expndtw-2\charscalex
100 .228\par\pard\li2172\sb104\sl-230\slmult0\fi0\tx4599\tx5422\tx6413\tx8034\tx
9114 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Decision maker\ta
b \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf15\f16\fs20 .013\tab \up0 \exp
ndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs20 .986\tab \up0 \expndtw-2\charsc
alex100 \ul0\nosupersub\cf15\f16\fs20 .011\tab \up0 \expndtw-2\charscalex100 \ul
0\nosupersub\cf5\f6\fs20 .762\tab \up0 \expndtw-2\charscalex100 \ul0\nosupersub\
cf15\f16\fs20 .000\par\pard\li2172\sb38\sl-230\slmult0\fi0\tx4599\tx5422\tx6413\
tx8034\tx9114 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Decision
Criteria\tab \dn2 \expndtw-2\charscalex100 \ul0\nosupersub\cf15\f16\fs20 .029\t
ab \dn2 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs20 .269\tab \dn2 \expn
dtw-2\charscalex100 .316\tab \dn2 \expndtw-2\charscalex100 \ul0\nosupersub\cf15\
f16\fs20 .012\tab \dn2 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs20 .748
\par\pard\li2172\sb10\sl-230\slmult0\fi0\tx4599\tx5422\tx6413\tx8034\tx9114 \up0
\expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Shop Location\tab \dn2 \ex
pndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs20 .105\tab \dn2 \expndtw-2\chars
calex100 \ul0\nosupersub\cf15\f16\fs20 .003\tab \dn2 \expndtw-2\charscalex100 .0
08\tab \dn2 \expndtw-2\charscalex100 .095\tab \dn2 \expndtw-2\charscalex100 \ul0
\nosupersub\cf5\f6\fs20 .226\par\pard\li2172\sb68\sl-230\slmult0\fi0\tx4599\tx54
22\tx6413\tx8034\tx9114 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs2
0 Shop Facilities\tab \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs20
.333\tab \up0 \expndtw-2\charscalex100 .831\tab \up0 \expndtw-2\charscalex100 .3
33\tab \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf15\f16\fs20 .000\tab \up0
\expndtw-2\charscalex100 .003\par\pard\li2172\sb42\sl-230\slmult0\fi0\tx4599\tx
5422\tx6413\tx8034\tx9114 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\f
s20 Shop Timings\tab \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs20 .
420\tab \up0 \expndtw-2\charscalex100 .749\tab \up0 \expndtw-2\charscalex100 .47
7\tab \up0 \expndtw-2\charscalex100 .335\tab \up0 \expndtw-2\charscalex100 .903\
par\pard\li2172\sb39\sl-230\slmult0\fi0\tx4599\tx5422\tx6413\tx8034\tx9114 \up0
\expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Billing\tab \up0 \expndtw-2
\charscalex100 \ul0\nosupersub\cf5\f6\fs20 .789\tab \up0 \expndtw-2\charscalex10
0 \ul0\nosupersub\cf15\f16\fs20 .060\tab \up0 \expndtw-2\charscalex100 .001\tab
\up0 \expndtw-2\charscalex100 .000\tab \up0 \expndtw-2\charscalex100 \ul0\nosupe
rsub\cf5\f6\fs20 .634\par\pard\li2172\sb41\sl-230\slmult0\fi0\tx4599\tx5422\tx64
13\tx8034\tx9114 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Billi
ng Facilities\tab \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs20 .409
\tab \up0 \expndtw-2\charscalex100 .229\tab \up0 \expndtw-2\charscalex100 .295\t
ab \up0 \expndtw-2\charscalex100 .358\tab \up0 \expndtw-2\charscalex100 .473\par
\pard\li2172\sb39\sl-230\slmult0\fi0\tx4024\tx4599\tx5422\tx6413\tx8034\tx9114 \
up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 Packaging\tab \up0 \exp
ndtw-2\charscalex100 and\tab \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f
6\fs20 .430\tab \up0 \expndtw-2\charscalex100 .275\tab \up0 \expndtw-2\charscale
x100 \ul0\nosupersub\cf15\f16\fs20 .004\tab \up0 \expndtw-2\charscalex100 .001\t
ab \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs20 .634\par\pard\li217
2\sb0\sl-230\slmult0\fi0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs
20 Delivering\par\pard\li2172\sb80\sl-230\slmult0\fi0\tx4599\tx5422\tx6413\tx803
4\tx9114 \up0 \expndtw-2\charscalex100 Multi - Brands\tab \up0 \expndtw-2\charsc

alex100 \ul0\nosupersub\cf5\f6\fs20 .266\tab \up0 \expndtw-2\charscalex100 .855\
tab \up0 \expndtw-2\charscalex100 .455\tab \up0 \expndtw-2\charscalex100 .507\ta
b \up0 \expndtw-2\charscalex100 .601\par\pard\li2172\sb41\sl-230\slmult0\fi0\tx4
599\tx5422\tx6413\tx8034\tx9114 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf
6\f7\fs20 Replacement\tab \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\f
s20 .335\tab \up0 \expndtw-2\charscalex100 .883\tab \up0 \expndtw-2\charscalex10
0 .339\tab \up0 \expndtw-2\charscalex100 .405\tab \up0 \expndtw-2\charscalex100
.532\par\pard\ql \li2172\sb1\sl-209\slmult0 \up0 \expndtw-2\charscalex100 \ul0\n
osupersub\cf6\f7\fs20 Provisions \par\pard\li2172\sb31\sl-230\slmult0\fi0\tx4599
\tx5422\tx6413\tx8034\tx9114 \up0 \expndtw-2\charscalex100 Store Option\tab \dn2
\expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs20 .141\tab \dn2 \expndtw-2\c
harscalex100 .819\tab \dn2 \expndtw-2\charscalex100 .581\tab \dn2 \expndtw-2\cha
rscalex100 .532\tab \dn2 \expndtw-2\charscalex100 .255\par\pard\ql \li1440\sb0\s
l-230\slmult0 \par\pard\ql\li1440\sb203\sl-230\slmult0 \up0 \expndtw-2\charscale
x100 \ul0\nosupersub\cf6\f7\fs20 CONCLUSIONS \par\pard\qj \li1440\ri1280\sb90\sl
-230\slmult0\fi719 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf5\f6\fs20 Thi
s paper has very vital findings useful to the organized retail shops. It brings
to light that middle \line \up0 \expndtw0\charscalex102 aged, males, working in
corporate with an income of less than Rs. 1 lakh patronize the organized retail
\line \up0 \expndtw0\charscalex102 shops. This information can help the shops t
o suitably design their business strategies to address this \line \up0 \expndtw0
\charscalex106 segment of consumers with a specific focus. At the same time the
findings of the F test reveal that \line \up0 \expndtw0\charscalex104 consumers
look for billing support, good shopping facilities, availability of multi brand
s and facility for \line \up0 \expndtw0\charscalex100 replacing the defective go
ods. This finding would imply that every organized retail shop need to be more
\line \up0 \expndtw0\charscalex100 vigilant to monitor the changing preference o
f the consumers so that they can continue to maintain their \line \up0 \expndtw0
\charscalex100 customer base. The Chi-square results also confirmed the finding
s based on the frequency distribution \line \up0 \expndtw0\charscalex100 as well
as F tests. Hence, it is imperative that each organized retail shop should mai
ntain the customer \line \up0 \expndtw0\charscalex105 database and regularly ana
lyze them to get the preferences of the customers. By offering what the \line \
up0 \expndtw-1\charscalex100 consumers want - products and facilities, these sho
ps can certainly consolidate over period and grow. \par\pard\ql \li5953\sb0\sl-2
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\par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \
par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \pa
r\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\
pard\ql\li5953\sb30\sl-253\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub
\cf3\f4\fs22 372
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}}\par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart P
g14}{\bkmkend Pg14}\par\pard\ql \li3821\sb0\sl-184\slmult0 \par\pard\ql\li3821\s
b63\sl-184\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs16 ePR
OCEEDINGS FOR 2011 INTERNATIONAL RESEARCH CONFERENCE AND COLLOQUIUM \par\pard\ql
\li5660\sb0\sl-180\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf2\f3
\fs16 Contemporary Research Issues and Challenges in Emerging Economies \par\par
d\ql \li1440\sb0\sl-230\slmult0 \par\pard\ql\li1440\sb0\sl-230\slmult0 \par\pard
\ql\li1440\sb0\sl-230\slmult0 \par\pard\ql\li1440\sb109\sl-230\slmult0 \up0 \exp
ndtw-2\charscalex100 \ul0\nosupersub\cf6\f7\fs20 REFERENCES \par\pard\qj \li1440
\sb0\sl-240\slmult0 \par\pard\qj\li1440\ri2150\sb82\sl-240\slmult0\tx1891 \up0 \
expndtw-1\charscalex100 \ul0\nosupersub\cf5\f6\fs20 Daria Bryunina., & Sara Khod
adad Safaei. (2011). Publisher: \ul0\nosupersub\cf7\f8\fs20 University essay fro
m Malardalens \line\tab \up0 \expndtw-2\charscalex100 hogskola/Akademin for hall
bar samhalls-Och teknikutveckling. \par\pard\qj \li1440\sb0\sl-220\slmult0 \par\
pard\qj\li1440\ri2483\sb17\sl-220\slmult0\tx1891 \up0 \expndtw-1\charscalex100 \
ul0\nosupersub\cf5\f6\fs20 Alhadeff,Y. (1982), Consumer Psychology in Behavioral
Perspective: Para:2\ul0\nosupersub\cf7\f8\fs20 . Retrieved from \line\tab \up0
\expndtw-2\charscalex100 www4.caes.hku.hk/acadgrammar/litrev/examples/litex4.htm
. \par\pard\qj \li1440\ri1975\sb224\sl-240\slmult0\tx1891 \up0 \expndtw-1\charsc
alex100 \ul0\nosupersub\cf5\f6\fs20 Batra.S,K., & Karmi,S,H,H. (2004). 'Consumer
Behavior-Text and Cases'. \ul0\nosupersub\cf7\f8\fs20 New Delhi;Excel Books, \l
ine \tab \up0 \expndtw-2\charscalex100 Retrieved from {\field{\*\fldinst {HYPERL
INK "http://www.papers4you.com./" }}{\fldrslt {\ul0\nosupersub\cf7\f8\fs20 www.p
apers4you.com.}}} \par\pard\qj \li1440\sb0\sl-220\slmult0 \par\pard\qj\li1440\ri
1971\sb17\sl-220\slmult0\tx1891 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf
5\f6\fs20 Kotler., & Armstrong. (2001), Coffee Experience and Consumer buying be
haviour; \ul0\nosupersub\cf7\f8\fs20 Entrepreneurial \line\tab \up0 \expndtw-1\c
harscalex100 Behavior on growth of small and medium Enterprise Research proposal
paper. \par\pard\ql \li1440\sb0\sl-230\slmult0 \par\pard\ql\li1440\sb2\sl-230\s
lmult0 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf5\f6\fs20 Beck,Year. (197
5). HKU Social Science Student literature review: \ul0\nosupersub\cf7\f8\fs20 Ps
ychology essay: Para: 3. \par\pard\qj \li1440\ri1374\sb222\sl-240\slmult0\tx1891
\up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf5\f6\fs20 Schiffman,L.G., & Kan
uk,L.I. (2004). 'Consumer Behavior' New Jersey: Prentice-Hall Inc. \ul0\nosuper
sub\cf7\f8\fs20 Retrieved from \line \tab \up0 \expndtw-2\charscalex100 {\field{
\*\fldinst {HYPERLINK "http://www.papers4you.com./" }}{\fldrslt {\ul0\nosupersub
\cf7\f8\fs20 www.papers4you.com.}}} \par\pard\ql \li5953\sb0\sl-253\slmult0 \par
953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li595
3\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\
sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb
0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\
sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl
-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-2
53\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253
\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\s
lmult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slm

ult0 \par\pard\ql\li5953\sb0\sl-253\slmult0 \par\pard\ql\li5953\sb0\sl-253\slmul
t0 \par\pard\ql\li5953\sb68\sl-253\slmult0 \up0 \expndtw-3\charscalex100 \ul0\no
supersub\cf3\f4\fs22 373 \par\pard\sect\sectd\fs24}

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