A REASEARCH REPORT ON A STUDY ON CONSUMER PREFERENCE TOWARDS CHOICE OF RETAIL OUTLET WITH SPECIAL FOCUS ON GROCERY ITEMS AT BHILAI

& DURG REGION

Submitted in partial fulfilment for the award of the degree Master of Business Administration Chhattisgarh Swami Vivekanand Technical University, Bhilai

Submitted by,

R.SARASWATI MBA Semester 2nd (Session 2013)

Approved By,

Guided By,

Dr. Souren Sarkar

Head of the Department

Ms.Smruty Shah Sr. Asstt. Professor

Shri Shankaracharya Engineering College

Junwani, Bhilai (C.G.) - 490020

DECLARATION

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

study on consumer choice of retail outlet with special focus on grocery items at Bhilai and Durg is based on my own work carried out during the course of my study
under the supervision of Ms Smruty Shah.

I assert that the statements made and conclusions drawn are an outcome of my research work. I further declare that to the best of my knowledge and belief the report does not contain any part of any work which has been submitted for the award of MBA degree or any other degree/diploma/certificate in this University or any other University of India or abroad. _________________ (Signature of the Candidate) Name R Saraswati Enrolment No:AK5531

Certificate from supervisor

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

choice of retail outlet with special focus on grocery items at Bhilai and Durgis a record of research work carried out byMs. R.Saraswati bearing Enrollment
No.: AK5531 under my/our guidance and supervision for the part fulfillment for the award of MBA Degree of Chhattisgarh Swami Vivekanand Technical University, Bhilai (C.G.), India.

To the best of my knowledge and belief the Report i) Embodies the work of the candidate him/herself, ii) Has duly been completed, iii) Is up to the desired standard both in respect of contents and language for external viva. ______ ___________ (Signature of the Supervisor)

Acknowledgments

During the course of my project, there are several people who have directly or indirectly co-operated and guided me whenever and wherever it was necessary and shared my hardship. It is matter of immense pleasure and pride for me to express a deep sense of gratitude to my project guide Ms Smruty Shah, Sr. Asst. Professor, SSEC-Bhilai for her valuable co-operation and support at each and every stage of this project study. I am highly grateful to all faculty members who helped me. I am thankful to Dr.Souren Sarkar (HOD, Dept. of Business Administration, SSEC, Bhilai) for continuing cooperation for our overall growth. My humble and utmost sincere thanks go to all my respondents who have devoted their precious time in filling up the Questionnaire. I also thank my parents and friends who helped me in successfully completed this project.

INDEX

Declaration Certificate Acknowledgement

CONTENTS Chapter 1. Introduction to the study Chapter 2. Literature Review Chapter 3. Research Methodology Chapter 4. Data Analysis Chapter 5. Findings Chapter 6. Recommendations Chapter 7. Limitations Chapter 8. Conclusion Chapter 9. References Questionnaire Used

PAGE NO.

1-3 4-8 9-13 14-25 26-27 28-29 30-31 32-33 34-35 36-39

Chapter 1: Introduction to the study

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Introduction to the study

A: Research Background:

I have conducted a research on the topic Consumer preference towards choice of retail outlet with special focus on grocery at Bhilai and Durg region . My research discusses the factors affecting customers relationship marketing practices in organized retailing in food and grocery sectors in Bhilai and Durg. It examines about the factors which are affecting customers relationship trust, commitment, communication and satisfaction towards the customer loyalty. I conducted questionnaire based research to find out factors which are affecting customer relationships. B: Contribution: The retail industry is divided into organized and unorganized sectors. Over 12 million outlets operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size. Organized

retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses. Unorganized retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local kirana shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc. In India, a shopkeeper of such kind of shops is usually known as a dukandar. The retailers in India have to learn both the art and science of retailing by closely following how retailers in other parts of the world are organizing, managing, and coping up with new challenges in an ever-changing marketplace. Indian retailers must use innovative retail formats to enhance shopping experience and try to understand the regional variations in consumer attitudes to retailing. Retail marketing efforts have to improve in the country: 1. Advertising, promotions, and campaigns to attract customers have to be designed and Executed to build loyalty by identifying regular shoppers and offering benefits to them. 2. Efficient management of high-value customers is vital. 3. Monitoring customer needs constantly must be done with long-term relationships in view. The above are some of the aspects which Indian retailers need to focus upon on a more proactive basis.

Page |2 Growth Drivers for the Organised Retail are identified over here: Higher Disposable Income Growing Working Women population Adoption of Nuclear Family culture Baby Boomer Effect Growth in Urban Population Robust Outlook towards branded products Growth in Retail Malls and various other new formats Plastic Money becoming a greater pie of cedi. Eight ways to keep customers for life: 1. Every part of the companys marketing effort should be geared towards building lifetime relationships. 2. People want to do business with friendly people. To have effective relations a friendly attitude must permeate in the organization.

3. Information technology developments should be positively used to serve the customers. 4. The company should always be flexible to bend its rules and procedures in the clients favor. 5. The company should communicate with its customers even when it is not trying to sell something. 6. The company can communicate and develop stronger customer bonding by providing financial and social benefits. 7. The company should try to know all its customers including their lifestyles, hobbies, likes and dislikes etc. 8. The company should make it a point to deliver more than what is promised.

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Chapter 2: Literature Review

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Literature Review

Indian unorganized retail sector & its challenge

India is the only one country having the highest shop density in the world, with 11 outlets per 1000 people (12 million retail shops for about 209 million households). Rather we can see the democratic scenario in Indian Retail (because of low level of centralization, low capital input and due to a good number of self organized retail).India started its Retail Journey since ancient time .In Ancient India there was a concept of weekly HAAT, where all the buyers & sellers gather in a big market for bartering. It takes a pretty long times to & step to shape the modern retail. In between these two concepts (i.e. between ancient retail concept & the modern one there exist modern KIRANA/ mom and pop shops or BANIYA KI DUKAN.Still it is predominating in India So the Indian retail industry is divided into two sectors- organised and unorganised. Organised retail sector refers to the sectors undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the corporate retail formats of the exclusive brand outlets, hypermarkets, supermarkets, departmental stores and shopping malls. Unorganised retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, hand cart and pavement vendors, & mobile vendors, the local kirana shops, owner manned general stores, paan/beedi shops, convenience stores, hardware shop at the corner of your street selling everything from bathroom fittings to paints and small construction tools; or the slightly more organized medical store and a host of other small retail businesses in apparel, electronics, food etc. Characteristics of unorganized retailSmall-store (KIRANA) retailing has been one of the easiest ways to generate selfemployment, as it requires limited investment in land, capital and labour. It is generally family run business, lack of standardization and the retailers who are running this store they are lacking of education, experience and exposure. This is one of the reasons why productivity of this sector is approximately 4% that of the U.S. retail industry. Unorganized retail sector is still predominating over organized sector in India, unorganized retail sector constituting 98% (twelve million) of total trade, while organized trade accounts only for 2%. Page |5

The reasons might be1. In smaller towns and urban areas, there are many families who are traditionally using these KIRANA shops/ 'mom and pop' stores offering a wide range of merchandise mix. Generally these KIRANA shops are the family business of these small retailers which they are running for more than one generation. 2. These KIRANA shops are having their own efficient management system and with this they are efficiently fulfilling the needs of the customer. This is one of the good reasons why the customer doesnt want to change their old loyal KIRANA shop. 3. A large number of working class in India is working as daily wage basis, at the end of the day when they get their wage, they come to this small retail shop to purchase wheat flour, rice etc for their supper. For them this the only place to have those food items because purchase quantity is so small that no big retail store would entertain this. 4. Similarly there is another consumer class who are the seasonal worker. During their unemployment period they use to purchase from this kirana store in credit and when they get their salary they clear their dues. Now this type of credit facility is not available in corporate retail store, so this kirana stores are the only place for them to fulfill their needs. 5. Another reason might be the proximity of the store. It is the convenience stores customer. In every corner the street an unorganized retail shop can be found that is hardly a walking distance from the customers house. Many times customers prefer to shop from the nearby kirana shop rather than to drive a long distance organized retail stores. 6. This unorganized stores are having n number of options to cut their costs. They incur little to no real-estate costs because they generally operate from their residences .Their labour cost is also low because the family members work in the store. Also they use cheap child labour at very low rates. As they are operating from their home so they can pay for their utilities at residential rates. Even they cannot pay their tax properly.Currently the value of the retail market is estimated at around $ 270 billion with a growth rate of 5.7 per cent per annum according to the Indian retail report which creates a big threat for the small unorganized retailers. Page |6

The well established organized retail sector in India are Pantaloon Retail, Shoppers Stop, SPENCERS, HYPERCITY, Lifestyle, SUBHIKSHA & newly emerging Reliance etc.Over 20,000 new retail outlets are expected to open within this segment. Major corporate retail like Wal-Mart and have started to try and take over the Indian retail sector. But in India the unorganized retail is a source foods and other necessities of millions of Indians , major link between rural and urban societies. Not only that it is also act like a convenience store for the customer offering right product at right time at right place. In a country with large numbers of people, and high levels of poverty, this model of retail democracy is the most appropriate So these unorganized retail sector need to be promoted so that they can organize & supply food to Indian consumer. Now the question is how to promote this sectorThe suggestions might be(a) Establishment of Retailer co-operatives among retailers which is highly required for the sustenance of the unorganized retail sector. (b) Merger and buy-out of weak retailers by a stronger one that would give a new horizon to the small retailer. (c) Setting up of franchisee organization may also help in strengthening the position of the retailers. The franchiser can exert a tremendous control over the way retailing is done. (d) There must be good network connection between retail organizations, the suppliers and other channel members to use compatible technology so that they can build strong distribution set-up to satisfy the customers. (e) Setting up of more and more non-store retailing centres would also ensure a strong retailing organization. Non-store retailing makes implementation of modern principles easier and less costly. (d) Moreover there must be a change in the mindset of the unorganized retailer. They have to understand the pulse of the trend. They have to understand, come forward & lead this change management then only this sector not only can exist but flourish.

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ORGANISED RETAILING Organized retail is nothing but a retail place all the items are segregated and brought under one roof, unlike the unorganized retail where there are different things are sold in different shops. It also aims to bring maximum of different brands making the same type of product together. The retail sector is presently undergoing a transition in India. Previously, customers used to go to kirana stores to purchases their necessities. This later changed to bigger shops run by one man with a few employees. Here, all the work was done manually. Gradually, more sophistication seeped into this sector and department stores came into being. Organized vs. unorganized retail: Making an issue of a non-issue The so-called negative impact of organized retail on unorganized retail is being exaggerated; ironically, those who exaggerate also talk of democracy! It is time these people realized that in a vibrant democracy one should live and let live.

The 5 main factors that go into defining a customer satisfaction: 1) Quality- Quality is what customer perceive to be. 2) Performance- Product service is ready to use, product availability, reliability. 3) Service- Provide the service at right time even through features and benefits to consumers. 4) Price- Now a day customers is ready to give high price towards quality, expects to get good products in lower price. 5) Convenience- Supermarket located at right area and parking facility makes it convenient for the people comes and purchase. (http://pure.au.dk/portalstudent/files/13372/MT_Nikolas_Fritz.pdf&sa=u&ei=GNBOUee 5Njci4Aov30DoDw&ved=oCAkQFjAA&usg=AFQjCNHmk1tmA1hMc9p2l5j3dA3HNVtE mQ)

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Chapter 3: Research Methodology

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Research Methodology
Research Methodology is the way to systematically solve a research problem. In it the various steps are followed that are generally adopted in the study along with the logic behind them. It is a conceptual structure with in which the study is conducted. It constitutes the blue print for the collection, measurement and analysis of data. Causal research design has been taken to conduct the study. Data collection has been organized through primary source for which questionnaire containing 5-point likerts scale has been used. A convenience sampling has been used to collect data. 100 respondents were the customers of textile industry. The samples collected from the city Bhilai. Research Objectives:-

1. To identify the factors influencing customer relationship management at food and grocery sector in Bhilai-Durg. 2. To evaluate the impact of the factors and take out the most significant factor affecting FOOD and GROCERY sector. RESEARCH PLAN: Research Design Research Instrument Measurement Scale Descriptive Structured questionnaire 5 point Likerts Scales

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Sample Plan/Research Plan: RESEARCH PLAN Research Design: Research Method Used Research Technique Used Data Collection Sampling Plan Sample Size Descriptive Survey Questionnaire From Durg, Bhilai Convenience 70

Data Collection: Primary Data Collection - It was collected during the interaction with

people through questionnaire and personal interaction.

Secondary Data Collection The data collection was done through from various sources to increase the

literature and information obtained

effectiveness of the research. On the other hand, these are those which have already been passed through the statistical process .Inputs were obtained from:

o Websites. o Magazines. o Books. o Journals.

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Questionnaire Design:It translates the information needed into a set of specific questions that the respondents can and will answer. Descriptive Statistics:-

Measure

Item <20 20-29

Number Respondents 16 44 04 06 00 15 33 22 00 38 32 70

of

Age

30-39 40-49 >50 <2

Annual Income

Lakhs 2-4 Lakhs 4-6 Lakhs >6 Lakhs Male Female

Gender Total

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Research model

Ease to purchase

Infrastructu re

Relative Attractiveness/ Satisfaction

Risk

Intention to Purchase

Objective: 1: To know the impact of easy of purchase & infrastructure & risk on relative attractiveness. 2: To understand the impact on attractiveness on intention to purchase. Hypothesis H1: Easy to purchase has a significant impact on relative attractiveness. H2: Infrastructure has a significant impact on relative attractiveness. H3: Risk has a significant impact on relative attractiveness. H4: Relative attractiveness has a significant impact on intention to purchase.

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Chapter 4: Data Tabulation, Analysis and Results

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Data Tabulation, Analysis and Results

SPSS:SPSS is a popular statistics program used in a variety of scientific disciplnes.It is composed of two facets, the statistical package itself and the SPSS language a system of syntax used to execute commands and procedure. Likewise there are two approaches to using SPSS: (A)via the menu system and point and click approach and (b) via the use of SPSS programming syntax .Most users will find a combination of these approaches most effective in carrying out their data analysis. At the University of North Texas, we have obtained the licenses of the software of windows and Mac OSX.In this series we will focus on SPSS for windows which is a complete data analysis program with many capabilities and applications. The requirement for PCs and Macs are as follows. While those requirement are for version 16,labs on campus do not yet use 16(and from our point of view at RSS you are better off as such).

ADVANTAGE OF SPSS:-

1. Find unusual data. 2. Purpose and transform data. 3. Save excel table to native SPSS data find. 4. Analysis everywhere 5. An analytics shift. CLUSTER METHODOLOGY Cluster Analysis: Cluster analysis consists of methods of classifying variables into clusters. Technically, a cluster Consists of variables that correlate highly with one another and have comparatively low correlations With variables in other clusters. The basic objective of cluster analysis is to determine how many

Mutually and exhaustive groups or clusters, based on the similarities of profiles among entities, really exist in the population and then to state the composition of such groups. Various groups to be determined in cluster analysis are not predefined as happens to be the case in discriminate analysis.

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Steps: In general, cluster analysis contains the following steps to be performed: (i) First of all, if some variables have a negative sum of correlations in the correlation matrix, One must reflect variables so as to obtain a maximum sum of positive correlations for the Matrix as a whole. (ii) The second step consists in finding out the highest correlation in the correlation matrix and The two variables involved (i.e., having the highest correlation in the matrix) form the nucleus Of the first cluster. (iii) Then one looks for those variables that correlate highly with the said two variables and Includes them in the cluster. This is how the first cluster is formed. (iv) To obtain the nucleus of the second cluster, we find two variables that correlate highly but Have low correlations with members of the first cluster. Variables that correlate highly with the said two variables are then found. Such variables along the said two variables thus constitute the second cluster. (v) One proceeds on similar lines to search for a third cluster and so on. From the above description we find that clustering methods in general are judgemental and are Devoid of statistical inferences. For problems concerning large number of variables, various cut-andtry

Methods have been proposed for locating clusters. McQuitty has specially developed a number of Rather elaborate computational routines* for that purpose. In spite of the above stated limitation, cluster analysis has been found useful in context of market research studies. Through the use of this technique we can make segments of market of a product on the basis of several characteristics of the customers such as personality, socio-economic considerations, psychological factors, purchasing habits and like ones. Cluster analysis is an exploratory data analysis tool for solving classification problems. Its object is to sort cases (people, things, events, etc) into groups, or clusters, so that the degree of association is strong between members of the same cluster and weak between members of different clusters. Each cluster thus describes, in terms of the data collected, the class to which its members belong; and this description may be abstracted through use from the particular to the general class or type. Cluster analysis is thus a tool of discovery.

P a g e | 16 It may reveal associations and structure in data which, though not previously evident, nevertheless are sensible and useful once found. The results of cluster analysis may contribute to the definition of a formal classification scheme, such as a taxonomy for related animals, insects or plants; or suggest statistical models with which to describe populations; or indicate rules for assigning new cases to classes for identification and diagnostic purposes; or provide measures of definition, size and change in what previously were only broad concepts; or find exemplars to represent classes. Whatever business you're in, the chances are that sooner or later you will run into a classification problem. Cluster analysis might provide the methodology to help you solve it; and Clustan could provide the professional software you need for that task.

Cluster analysis Cluster analysis for ease to purchase:-

Final Cluster Centers Cluster 1 Age Gender Annualincome Occupation Easetopurchase 1 Easetopurchase 2 Easetopurchase 3 Easetopurchase 4 Easetopurchase 5 3 0 3 4 1 2 2 2 2 2 2 1 4 1 1 3 3 3 1 3 2 0 2 2 2 2 2 3 3

P a g e | 17 Number of Cases in each Cluster Cluster 1 2 3 Valid Missing 34.000 1.000 35.000 70.000 .000

Demographic and clustering of ease to purchase for cluster-1 34 respondent out of 70 in cluster 1 the ease to purchase1 shown strongly agree , ease to purchase2, ease to purchase3, ease to purchase4, ease to purchase5 these are shown agree. These 34 respondent out of 70 in cluster 1 which belongs to age group of 31-40 and they are male and their annual income is comes under 3-4.5lakhs and their occupation comes under professional

Demographic and clustering of ease to purchase for cluster-2 1 respondent out of 70 in cluster 2 the ease to purchase1 shown strongly agree, ease to purchase2, ease to purchase3, ease to purchase4 these are shown neutral and ease to purchase5 shown strongly agree. These 1 respondent out of 70 in cluster 2 which belongs to age group of 21-30 and they are female and their annual income is comes under >4.5lakhs and their occupation comes under student. Demographic and clustering of ease to purchase for cluster-3 35 respondend out of70 in cluster 3 the ease to puschase1 shown strongl agree,ease to purchase2, ease to purchase3, ease to purchase 4 and ease to purchase5 shown agree. 35 respondent out of 70 in cluster 3 which belongs to age group of 21-30 and they are male and their 35 respondent out of 70 in cluster 3 the ease to purchase1, ease to purchase2, ease to purchase3 these are annual income is comes under 1.5-2.99lakhs and their occupation comes under business person.

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Cluster analysis for infrastructure:-

Final Cluster Centers Cluster 1 Age Gender Annualincome Occupation Infrastructure 1 Infrastructure 2 2 1 2 4 1 2 2 3 0 4 2 2 2 3 2 0 2 1 1 2

Number of Cases in each Cluster Cluster 1 2 3 Valid Missing 24.000 19.000 27.000 70.000 .000

Demographic and clustering of infrastructure for cluster-1 24 respondent out of 70 in cluster 1 the infrastructure1 shown strongly agree and infrastructure2 shown agree. These 24 respondent out of 70 in cluster 1 which belongs to age group of 21-30 and they are female and their annual income is comes under 1.5-2.99lakhs and their occupation comes under professional.

Demographic and clustering of infrastructure for cluster-2 19 respondent out of 70 in cluster 2 the infrastructure1 and infrastructure2 shown agree. These 19 respondent out of 70 in cluster 2 which belongs to age group of 31-40 and they are male and their annual income is comes under >4.5lakhs and their occupation comes business person.

P a g e | 19 Demographic and clustering of infrastructure for cluster-3 27 respondent out of 70 in cluster 3 the infrastructure1 shown strongly agree and infrastructure2 shown agree. These 27 respondent out of 70 in cluster 3 which belongs to age group of 21-30 and they are male and their annual income is comes under 1.5-2.99lakhs and their occupation comes student.

Cluster analysis for risk:Final Cluster Centers Cluster 1 Age Gender Annualincome Occupation Risk1 Risk2 Risk3 3 0 3 3 1 3 3 2 2 0 2 4 1 2 2 3 2 0 2 1 2 2 2

Number of Cases in each Cluster

Cluster 1 2 3 Valid Missing

11.000 25.000 33.000 69.000 1.000

Demographic and clustering of risk for cluster-1 11 respondent out of 70 in cluster 1 the risk1 shown strongly agree, risk2 and risk3 shown neutral. These 11 respondent out of 70 in cluster 1 which belongs to age group of 31-40 and they are male and their annual income is comes under 3-4.50lakhs and their occupation comes under service person.

Demographic and clustering of risk for cluster-2 25 respondent out of 70 in cluster 2 the risk1 shown strongly agree, risk2 and risk3 shown agree. These 25 respondent out of 70 in cluster 2 which belongs to age group of 21-30 and they are male and their annual income is comes under 1.5-2.99akhs and their occupation comes under professional.

P a g e | 20 Demographic and clustering of risk for cluster-3 25 respondent out of 70 in cluster 2 the risk1 shown strongly agree, risk2 and risk3 shown agree. These 25 respondent out of 70 in cluster 2 which belongs to age group of 21-30 and they are male and their annual income is comes under 1.5-2.99akhs and their occupation comes under professional

Cluster analysis for relative attractiveness:-

Final Cluster Centers Cluster 1 Age Gender Annualincome Occupation Relativeattractivenes s1 Relativeattractivenes s2 Relativeattractivenes s3 Number of Cases in each Cluster Cluster 1 2 3 Valid Missing 16.000 23.000 31.000 70.000 .000 3 0 2 3 3 2 2 2 3 0 3 4 1 3 3 3 2 0 2 1 2 2 2

Demographic and clustering of risk for cluster-1 11 respondent out of 70 in cluster 1 the risk1 shown strongly agree, risk2 and risk3 shown neutral. These 11 respondent out of 70 in cluster 1 which belongs to age group of 31-40 and they are male and their annual income is comes under 3-4.50akhs and their occupation comes under service person.

P a g e | 21 Demographic and clustering of risk for cluster-2 25 respondent out of 70 in cluster 2 the risk1 shown strongly agree, risk2 and risk3 shown agree. These 25 respondent out of 70 in cluster 2 which belongs to age group of 21-30 and they are male and their annual income is comes under 1.5-2.99akhs and their occupation comes under professional.

Demographic and clustering of risk for cluster-3 25 respondent out of 70 in cluster 2 the risk1 shown strongly agree, risk2 and risk3 shown agree. These 25 respondent out of 70 in cluster 2 which belongs to age group of 21-30 and they are male and their annual income is comes under 1.5-2.99akhs and their occupation comes under professional

Cluster analysis for relative attractiveness:-

Final Cluster Centers Cluster 1 Age Gender Annualincome Occupation Relativeattractivenes s1 Relativeattractivenes s2 Relativeattractivenes s3 3 0 2 3 3 2 2 2 3 0 3 4 1 3 3 3 2 0 2 1 2 2 2

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Number of Cases in each Cluster Cluster 1 2 3 Valid Missing 16.000 23.000 31.000 70.000 .000

Demographic and clustering of relative attractiveness for cluster-1

16 respondent out of 70 in cluster 1 the relative attractiveness1 shown neutral, relative attractiveness2 and relative attractiveness3 shown agree. These 16 respondent out of 70 in cluster 1 which belongs to age group of 31-40 and they are male and their annual income is comes under 1.5-2.99akhs and their occupation comes under business person.

Demographic and clustering of relative attractiveness for cluster-2 23 respondent out of 70 in cluster 2 the relative attractiveness1 shown strongly agree, relative attractiveness2 and relative attractiveness3 shown neutral. These 23 respondent out of 70 in cluster 2 which belongs to age group of 31-40 and they are male and their annual income is comes under 3-4.5akhs and their occupation comes under professional.

Cluster analysis for intention to purchase:-

Cluster 1 Age Gender Annualincome Occupation Intentiontopurchase1 Intentiontopurchase2 P a g e | 23 2 0 2 1 1 2 2 3 0 3 4 4 2 3 3 0 3 4 1 3

Number of Cases in each Cluster Cluster 1 2 3 Valid Missing 34.000 10.000 26.000 70.000 .000

Demographic and clustering of intention to purchase for cluster-1 34 respondent out of 70 in cluster 1 the intention to purchase1 shown strongly agree, intention to purchase2 shown agree. These 34 respondent out of 70 in cluster 1 which belongs to age group of 21-30 and they are male and their annual income is comes under 1.5-2.99akhs and their occupation comes under student.

Demographic and clustering of intention to purchase for cluster-2 10 respondent out of 70 in cluster 2 the intention to purchase1 shown disagree, intention to purchase2 shown agree. These 10 respondent out of 70 in cluster 2 which belongs to age group of 31-40 and they are male and their annual income is comes under 3-4.50akhs and their occupation comes under professional.

Demographic and clustering of intention to purchase for cluster-3

26 respondent out of 70 in cluster 3 the intention to purchase1 shown strongly agree, intention to purchase2 shown neutral. These 26 respondent out of 70 in cluster 3 which belongs to age group of 31-40 and they are male and their annual income is comes under 3-4.50akhs and their occupation comes under professional.

P a g e | 24 Section will contain the demographic characteristics of the respondents. A sample is shown below:

Measur e

Item <20 20-29

Number Respondents 16 44 04 06 00 15 33 22 00 38 32 70

of

Age

30-39 40-49 >50 <2 Lakhs

Annual Income

2-4 Lakhs 4-6 Lakhs >6 Lakhs

Gender Total

Male Female

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Chapter 5:

Findings of the study

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Findings of the study

Applying data analysis in my research it revealed that merchandise; quality of product, brand of product, price of product, range of product are the most significant factors of customer satisfaction among people visiting supermarket, malls and kirana shops. It revealed that service; delivery of product, behavior of salesmen, return policy, experience of billing counter and convenience; location of store, parking facility, organization of assortment in store, arrangement of carrying good are the satisfied factor that influence the customer satisfaction of people visiting supermarket, malls and kirana shops. Here promotion is the dissatisfied which does not influence the customer satisfaction of people visiting supermarket.

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Chapter 6: Recommendations

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Recommendations

After research I want to suggest of supermarket, malls and kirana shops from which they could increase our sales.

1) 26% people are dissatisfied from parking facility of supermarket, malls and kirana shops, so efforts must be taken in development of parking facility due to which more people will come in supermarket and kirana shops.

2) 40% people want discount on the product, I suggest, they should provide a scheme of discount on the service and one service should be provided free to the customers who came service for five times.

3) An important suggestion to supermarket and kirana shops is that should concentrate on the publicity of their supermarket so that awareness level of the people of this area should be increase.

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Chapter 7: Limitations

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

1) The research period was short period to carryout study with almost precautions. 2) Sometime the respondents are not available at their place. 3) Very often responded do not express their true feelings. In such case their habit, preference, practice can not be assessed correctly. 4) Some of the respondents refuse to give the important best known to them. 5) I have taken 70 sample from Bhilai, the finding are based on those sample. Hence I cannot be 100% sure that are representing the population of Bhilai. However in spite of these limitations all efforts have been put to make the report correct, genuine and fulfilling the objectives of the reports.

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Chapter 8: Conclusion

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Conclusion
In conclusion, it can be said that there should be highly availability of products in supermarket, malls and kirana shops. Most of the factors which influence the customer to purchase that are quality, brand, advertisement of product and discount of the product these are helpful to increase the sales of this. Business class people, service, professionals, student as well as people are the customer who highly requires these products as the quality of concerned. It may be bring a bright day for these product of supermarket, malls , and kirana shops. If there are taken on the right way because as this age is concert everyone needs convenient , atmosphere in everything whatever they can be availed.

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Chapter 9: References

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REFERENCES
Citation from Books: P.Kotler, Kevin lane Keller,Abraham Koshy and Mithileshwar Jha Marketing management pearson ed. , a south asian perspective ed. , Press, 13th ed., 1995, ISBN No.: 0987654. Citation from Website: http://en.wikipedia.org/wiki/Trust-based_marketing http://en.wikipedia.org/wiki/Customer_satisfaction http://www.pb.com/Management-Services/Services/CustomerCommunications-Management/index.shtml http://www.customerloyalty.org/what-is-customer-loyalty/ http://searchcrm.techtarget.com/definition/relationship-marketing

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Questionnaire

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Questionnaire

I am a student of MBA II semester from Shri Shankaracharya Engineering College, Bhilai. As a part of my curriculum I am conducting a study on Consumer Preference Towards Choice Of Retail Outlet With Special Focus On Grocery Items at Bhilai & Durg region for examining Consumer satisfaction and future purchase practices. I would be grateful to you for providing candid responses. I assure that information provided by you would be used for research purpose and will be kept confidential. 1. Your perception towards easy to purchase a as a factor of consumer satisfaction & future purchase of foods & grocery products from organized retail store at bhilai & durg region.
Strongly agree 1 Agree 2 Neutral 3 Disagree 4

Features
1.1 1.2 1.3 1.4 1.5 Huge availability of variety of foods & grocery product in organized retail store. Organized retail store provides better quality product. Quantity of every product is available organized retail store. Selection of product food & grocery are easy in organized retail store. Shopping is convenience in organized retail

Strongl y disagre e5

2. Your perception towards infrastructure as a factor of consumer satisfaction & future purchase of foods & grocery products from organized retail store at bhilai & durg region. Features 2.1 2.2 2.3 2.4 The store location can change the purchase decision. The climate of organized retail store is good then normal kirana. The visual merchandising of organized retail store are good Size of the organized retail store is sufficient to move.
Strongly agree 1 Agree 2 Neutral 3 Disagree 4 Strongly disagree 5

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3. Your perception towards Risk as a factor of consumer satisfaction & future purchase of foods & grocery products from organized retail store at bhilai & durg region. Features 3.1 3.2 3.3 3.4 Distance of retail store can affect the purchase decision. In organized retail store there is the problem of exchange of product In organized retail store there is the problem of damage on the way. Will you again purchase foods & grocery product from organized retail store?
Strongly agree 1 Agree 2 Neutral 3 Disagree 4 Strongly disagree 5

4. Your perception towards relative attractiveness. Features 4.1 4.2 4.3 The easy of purchase can affect the relative attractiveness of organized retail store. The infrastructure increases the relative attractiveness of organized retail store. The risk can affect the relative attractiveness of organized retail store.
strongly agree 1 Agree 2 Neutral 3 Disagree 4 Strongly disagree 5

5. Your perception towards intention to purchase.

Features 5.1 5.2 The relative attractiveness create impact on intention to purchase. What is your perception about post purchase?

Strongly agree 1

Agree 2

Neutral 3

Disagree 4

Strongly disagree 5

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4 4.1 4.2 4.3 4.4

Personnel detail Name / Optional Age Gender Annual Income (Rs. Lakhs)

o o o o

<20 Male <1.5

20 30

31 - 40

>40

o o o
1.5-2.99

Female

o o

3-4.50

>4.5

o
4.5 Occupation Student Business Person Service Person

Professional

Household

Other (Specify)

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