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A STUDY ON THE CONSUMER BEHAVIOUR IN CHOOSING A SUPER MARKET CONTENTS S.No. 1. Topic Introd ction i! Conc"pt #$ %r#&"'or( ii!

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Introd ction %#ctor+ #//"cting con+ &"r 0".#*ior Each of these factors is discussed in more detail in the following sections on buyer behavior. C $t r#$ /#ctor+: Cultural factors have a significant impact on customer behavior. Culture is the most basic cause of a persons wants and behavior. Growing up, children learn basic values, perception and wants from the family and other important groups. Marketers are always trying to spot cultural shifts! which might point to new products that might be wanted by customers or to increased demand. "or e#ample, the cultural shift towards greater concern about health and fitness has created opportunities $and now industries% servicing customers who wish to buy: &ow calorie foods 'ealth club memberships E#ercise e(uipment )ctivity or health*related holidays etc.

+imilarly the increased desire for leisure time! has resulted in increased demand for convenience products and services such as microwave ovens, ready meals and direct marketing service busi* nesses such as telephone banking and insurance. Each culture contains sub*cultures! , groups of people with share values. +ub*cultures can include nationalities, religions, racial groups, or groups of people sharing the same geographical location. +ometimes a sub*culture will create a substantial and distinctive market segment of its own. "or e#ample, the youth culture! or club culture! has (uite distinct values and buying characteristics from the much older gray generation! +imilarly, differences in social class can create customer groups. -n fact, the official si# social classes in the ./ are widely used to profile and predict different customer behavior. -n the ./s socioeconomic classification scheme, social class is not 0ust determined by income. -t is measured as a combination of occupation, income, education, wealth and other variables

Soci#$ /#ctor+: ) customers buying behavior is also influenced by social factors, such as the groups to which the customer belongs and social status. -n a group, several individuals may interact to influence the purchase decision. 1he typical roles in such a group decision can be summari2ed as follows: R"/"r"nc" gro p+ )s a consumer, your decision to purchase and use certain products and services, is influenced not only by psychological factors, your personality and life* style, but also by the people around you with whom you interact and the various social groups to which you belong. 1he groups with whom you interact directly or indirectly influence your purchase decisions and thus their study is of great impor* tance to marketer to understand are: Pri&#r, #nd +"cond#r, gro p+: a primary group is one with which an individual interacts on a regular basis and whose opinion is of importance to him, family, neighbors, close friends, col* leagues and co* workers are e#amples of primary groups. +econdary groups are those with which an individual interacts only occasionally and does not consider their opinion very impor* tant. %or&#$ #nd in/or&#$ gro p+: 3otary, lions, 4aycees are some of the well , known social groups in our society. &abor unions, social clubs and societies are other types of formal groups to which individuals may belong. ) formal group has a highly defined structure, specific roles and authority positions and specific goals. -n contrast, an informal group is loosely defined and may have no specified roles and goals. Meeting your neighbors over lunch once a month for friendly e#change of news is an instance of an informal group. M"&0"r+.ip #nd +,&0o$ic gro p+: ) membership group is one to which a person belongs or (ualifies for membership. )ll workers in a factory (ualify for membership to the labor union. ) symbolic group is one which an individual aspires to belong to, but is not likely to be received as a member. ) head clerk in an office may act as if he belongs to the top membership and symbolic groups influence consumer behaviors but membership groups have a more direct influence. 5rimary, informal and small groups e#ert the ma#imum influence on consumers and are of great interest for marketers.

)ny of these groups can sever as a reference group for a consumer if it serves as a point of reference or comparison ion the formation of the values, attitudes and behavior. 6ifferent kinds of groups, whether small or large, formal or reference group is a very wide one and includes both direct and indirect or group influences. -ndirect reference groups comprise those individuals or groups with whom an individual dews not have any direct face to face contact, such as film stars, 17 stars, sportsman, politicians. 3eference groups are used in advertising to appeal to different market segments, group situation with which potential customers can identify are used to promote products and services. 'idden in this appeal is the subtle inducement to the customer to identify himself with the user the product in (uestion. 1he three types of reference groups appeals most commonly used are: -% --% ---% Celebrities, E#perts, and 1he 8common man

Celebrities are well known people $in their specific field of activity% who are admired and their fans aspire to emulate their behavior. "ilm stars and sports heroes are the most popular celebrities. +oft drink $1hums up%, shaving cream $5almolive%, toilet soaps $&u#% , te#tiles $ 6inesh , Graviera% are advertised using celebrities from the sports and film fields. E#perts such as doctors, lawyer, accoun* tants and authors are used for establishing the benefits of the product. Colgate and "orhans tooth* pastes are e#amples of products, which use the e#pert reference groups appeal for promotion.

)nother reference group appeal is that which uses the testimonials of a satisfied customer. -t demon* strates to the prospective customer that demonstrates 0ust like him uses and is satisfied with the product. 6irect reference groups, which e#ert a significant influence on consumers, purchase decisions and behavior can be classified into si# categories. 1here are i% ii% 1he family "riendship groups,

iii% iv% v% vi%

"ormal social groups, "ormal shopping groups, Consumer action groups, and 9ork groups.

%#&i$,: 1he family is the most important of all these groups and we shall discuss it in detail. 1he family, as a unit, is an important of all these groups and we shall discuss it in detail. 1he family, as - unit, is an important consumer for many products which are purchased for consumption by all family members. -t is a source of ma0or influence on the individual members buying behavior. 9e can identify two families which shape an individuals consumption behavior .one is the family of orienta* tion that is the family in which you are born and consists of your parents, brothers and sisters. -t is from parents that we imbibe most of our values, attitudes, beliefs and purchase behavior patterns. &ong after an individual has ceased to live with his parents, their influence of the sub ,conscious mind still continues to be great. -n our country, where children continue to live with parents even after attain adulthood, the latters influence is e#tremely important. 1he second type of family is the family of procreation consisting of the consumers spouse and children. 9ithin the family, different member play different roles. Marketers are interested in finding out e#actly the role played by individual members so that they can appropriately design their promo* tion strategy to suit these differing roles. 1raditionally, it has been the wifes role to purchase food, clothing and other household sundries, while the husband played a dominant role in the purchased of automobiles and life insurance. :ut with the emergence of the working*women, these lines of tradi* tional role demarcation have been getting increasingly blurred. 'usbands now have to shoulder a greater part of the household duties while women are asserting themselves in areas so far treated as the husbands domain. 1hus, the same decision, in different families may be made either by the husband or wife, or both may have an e(ual voice. Children are also beginning to e#ert their influence on the familys purchase decisions. 1his is especially true in case of products such as television, stereo music systems, records, personal computers, etc. where the children are likely to have more updated information about various brands and product attributes. Ro$"+: )n individual may participate in many groups. 'is position within each group can be defined in terms of the activities he is e#pected to perform. ;ou are probably a manager, and

when in your work situation you play that role. 'owever, at home you play the role of spouse and parent. 1hus in different social positions you play different roles. Each of these roles influences your purchase deci* sions. St#t +: Each role that a person plays has status, which is the relative prestige accorded by society. +tatus is often measured by the degree of influence an individual e#erts in the behavior and attitude of others.5eople buy and use products that reflect their status. 1he managing director of a company may drive a Mercedes to communicate his status in society. 'e may go to Europe or ..+.). for a holiday, rather than going to Mussoorie or <oty. Gro p nor&+: )re the norms of a group are the implicit rules of conduct and behavior that are e#pected of its member. "or instance, in certain multinational companies in -ndia, the norm for office wear includes a full , sleeved shirt and tie, not with standing the terrible heat condition. -f marketers can identify the various groups to which potential consumers belong, they can successfully market those products and services whose consumption is dictated by the group norms. PERSONA) %ACTORS: )ge and &ife cycle +tage:&ike the social class the human life cycle can have a significant impact on consumer behaviour. 1he life cycle is an orderly series of stages in which consumer attitude and behavioural tendencies evolve and occur because of developing maturity, e#perience, income, and status. Marketers often define their target market in terms of the consumers present lifecycle stage. 1he concept of lifecycle as applied to marketing will be discussed in more details. Occ p#tion And Inco&": 1oday people are very concerned about their image and the status in the society which is a direct outcome of their material prosperity. 1he profession or the occupation a person is in again has an impact on the products they consume. 1he status of a person is pro0ected through various symbols like the dress, accessories and possessions. )i/" St,$": <ur life styles are reflected in our personalities and self*concepts, same is the case with any consumer. 9e need to know what a life*style is made of. -t is a persons mode of living as identified by his or her activities, interest and opinions. 1here is a method of measuring a consumers lifestyle. 1his method is called as the psychographics*which is the analysis techni(ue used to mea* sure consumer lifestyles* peoples activities, interests and opinions. 1hen based upon the combina* tions of these dimensions, consumers are classified.

.nlike personality typologies, which are difficult to describe measure lifestyle analysis has proven valuable in segmenting and targeting consumers according to their lifestyle classification. - would like to cite one e#ample which - have come across was the a company had organi2ed this study to identify the market segments of their place for the television sets. P"r+on#$it,: personality is the sum total of an individuals enduring internal psychological traits that make him or her uni(ue. +elf*confidence, dominance, autonomy, sociability, defensiveness, adaptabil* ity, and emotional stability are selected personality traits. Moti*#tion: Motivation involves the positive or negative needs, goals, and desires that impel a person to or away from certain actions. :y appealing to motives $reasons for behavior%, a marketer can generate motivation. Economic and emotional motives are possible. Each person has distinct motives for purchases= these change by situation and over time. Con+ &"r n""d+ #nd &oti*#tion+: 9e all have needs we consume different goods and services with the e#pectation that they will help fulfill these needs. 9hen a need is sufficiently pressing, it directs the person to seek its satisfaction. -t is known as motive. all our needs can be classified into two categories>primary and secondary. 5rimary needs or motives are the physiological needs, which we are born with, such as the need for air, water, food, Clothing, shelter and se#. 1he second* ary needs are our ac(uired needs, which we have developed in response to the individuals psycho* logical mike* up and his relationship with other members of the society. 1he secondary needs may include the need for power, prestige, esteem, affection, learning, status etc. clothing is a primary need for all of us. :ut the need for three piece tweed suit, or bananas brocade sari or silk kimonos are e#pressions of our ac(uired needs. 1he man wearing a three*piece tweed suit may be seeking to fulfill his status need or his ego need by impressing his friends and family. )ll human needs can be classified in to five hierarchical categories and his this hierarchy is univer* sally applicable the theory of hierarchy of needs can be ranked in order of importance from the low biological needs to the higher level psychological needs. Each leveled of need is fulfilled people keep moving on the ne#t higher level of need. -n figure below, the different levels of needs have been depicted as being watertight compartments, but in reality there is always overlap amongst the differ* ent levels of needs, since no need is ever totally satisfied. 1here is always scope for further fulfillment.

MAS)O;<S HIERACHY O% NEEDS

Ho' do"+ t." Hi"r#rc., ;or(= ) person starts at the bottom of the hierarchy $pyramid% and will initially seek to satisfy basic needs $e.g. food, shelter% <nce these physiological needs have been satisfied, they are no longer a motivator. 1he indi* vidual moves up to the ne#t level +afety needs at work could include physical safety $e.g. protective clothing% as well as protection against unemployment, loss of income through sickness etc% +ocial needs recogni2e that most people want to belong to a group. 1hese would include the need for love and belonging $e.g. working with colleague who support you at work, teamwork, com* munication% Esteem needs are about being given recognition for a 0ob well done. 1hey reflect the fact that many people seek the esteem and respect of others. ) promotion at work might achieve this +elf*actuali2ation is about how people think about themselves * this is often measured by the e#tent of success and?or challenge at work

Maslows model has great potential appeal in the business world. 1he message is clear * if manage* ment can find out which level each employee has reached, then they can decide on suitable rewards. Maslows hierarchy of human needs helps us understand consumer motivations. -t is useful for the marketer who can identify what generic level need his product is capable of fulfilling and accordingly position his product and back it up with relevant marketing inputs. 5roducts such as food and clothes are bought to fulfill physiological needs. -nsurance, burglar alarms, security services are purchased because the fulfill safety needs= most personal care products such as soap, toothpaste, shaving cream, perfume are bought primarily because they serve social needs. )nd lu#ury products such as 0eweler, e#pensive clothing, fancy house and cars are bought mainly to serve ego and self* actuali2ation needs. 1he same products can be sold to entirely distinct customers segments provided the marketer can correctly identify the need which the products is fulfilling. "or instance, a bicycle serves a recreational? leisure need while for a third segment= it fulfils the need of a health aid. +till another customer segment buys a bicycle for converting into a rickshaw or bicycle cart for selling fruits, vegetables etc. a bicycle is also purchased for use in competitive sport. P"rc"ption: 1he second ma0or psychological factor that influences consumer behavior is perception. 5erception can be described as how we see the world around us!. )ll the time we are receding messages through our five organs vi2.., eyes, ears, nose, mouth and skin. 1he different sights, sounds, smells, tastes and sensations that we feel are known as stimuli. Each person recogni2es, selects, organi2es and interprets thes@e stimuli in his own individual manner based in his needs, values and e#pectations and this is known as perception. +ince each individuals needs, motive and e#pectations are uni(ue therefore each individuals perception is uni(ue. 5erception helps to e#plain the phenomenon of why different individuals respond differently to the same stimulus under the same condition. )s a marketing manager, you are providing stimulus to your consumers through the physical shape, color, si2e, fragrance, feel, taste of your product, its package, advertisement and commercials. ;our interest is to the stimuli so that you can highlight that particular stimulus of combination of stimuli, which evokes the most favorable perception in the ma#imum number of consumers. "or e#ample, generally consumers tend to perceive the (uality of performs on the basis of package, brand name, price and manufactures image.

Everyday, every hour of our life we are being bombarded with a variety of stimuli. -f we were to analy2e and interpret each one of these stimuli, it may drive us cra2y. :ut we al have an in* built screening system which helps us to 8select and recogni2e only the relevant stimuli and ignore all the others. )s a person involved in marketing, you would like to ensure that the consumers do not ignore the stimuli, which you are providing, but rather they are recogni2ed, interpreted and retained in the consumer memory. -n this conte#t, there are three aspects of perception, which are of immediate interest to the marketer. 1hese are selective e#posure, selective distortion and selective retention. S"$"cti*" "7po+ r": you must have noticed that when you are on the look out for purchasing a specific product, be it camera, refrigerator, television or any other high value product or services, you suddenly seem to notice more than the usual number of advertisements pertaining to that specific product. 1his is because of your selective e#posures. 5eople are more likely to notice stimuli, which relate to their immediate needs. "or the marketer, the implication is that he has to carefully and accurately identifies his potential customers since other customers are not at all likely to notice the stimuli. 'aving identified the potential customers, the marketer has to ensure that the stimuli are interesting enough to attract and hold their attention. S"$"cti*" Di+tortion: let us suppose you have decided to purchase a specific brand )! of pressure cooker. +ince you have already made your decision you would seek only that information which reinforces the correctness of your decision. -f you hear some positive remarks made about brands 8: you would tend to find some shortcoming or flaw in that brand so that you so not feel that you have made a wrong decision by buying brand 8) when you attempt to fit information to suit your 0oin ideas or personal meaning, the process is known as selective distortion. 1hus, a marketer may find that his message is often not received in the intended manner but different consumers twist it in different ways. S"$"cti*" r"t"ntion: people forget much of the stimuli which they receive@ and only retain that information which reinforces their clause and decision. ;ou are more likely to remember the positive feature of brand 8) pressure cooker since they help reassure you that the decision, which you have made, was correct.

)"#rning: ) newborn infants sucking at the feeding bottle is instinctive behavior, but a five year old clamoring for chocolate or chewing gum is the result of learned behavior. Much of an adults human behavior sis leaned behaviors. 1his is a very significant factor marketer, because it implies that consumers can be made to learn the desired behaviors through in interplay of motives, stimuli, cues, responses and reinforcements. ) housewife has the need is strong enough to propel her to take action it becomes a motive. 1he motive is directed towards the stimulus ob0ect , a pressure cooker. 1he stimuli are the various advertise* ments about the product, which she sees and hears. Cues are minor stimuli that determine when, where and how the housewife responds. 5ositive feedback about pressure cooker from a friend, seeing it on display in a show* window, a special introductory price offer are all e#amples of cues which influence a housewifes response to the motive for buying a pressure cooker. +uppose the housewife buys the pressure cooker and is satisfied with its performance, and then the changes are that she would like to use it as often as possible, and in the future may buy another one. 1he housewifes response to pressure cookers has been reinforced. )t some later stage, the same housewife wants to buy an electric oven. +ince she has had a positive e#perience with brand 8) pressure cooker, she may infer that the company* manufacturing brand 8) also makes good electric ovens and choose it over other brands. 1his is known as 8generali2a* tion of response. &earning refers to the skill and knowledge gained from past e#perience that we apply to evaluate future decisions and situations. ) marketer can build up demand for his brand by associating it with strong motives, using the appropriate stimuli and cues and providing positive reinforcement. 1hus making the consumer 8learn 8 that the brand is good and worth patroni2ing. C$#++3con+cio +n"++: -s the e#tent to which a person seeks social status. )n inner*directed person is interested in pleasing him* or her. )n outer*directed person is interested in pleasing the people around him or her= products attract this person with social visibility, well*known brands, and uni(ue* ness. B"$i"/+ > Attit d"+: )ttitudes or opinions are positive, neutral, or negative feelings about goods, services, firms, people, issues, and?or institutions. +uccess cannot normally be attained

without posi* tive consumer attitudes. ) belief is a descriptive thought that a person has about something. ) person may believe that a certain coking oil 8A has the lowest fat content and is best for health. 1his belief may be based on some real facts or it may merely be a notion or opinion that the person has. 1he beliefs constitute the brand image about the brand. 1he marketer must ensure that consumers have relevant and correct information about the brand to facilitate formation of a positive brand image. )ttitude is a persons enduring feeling, evaluation and tendency towards a particular idea or ob0ect. +tarting from childhood, attitude develops over the time with each fresh knowledge input, e#perience and influence. )ttitudes get settled into specific patterns and are difficult to change. -t is easier to market product that fits in well with the e#isting patterns of attitudes rather than change the attitudes to fit a new product concept. STEPS IN CONSUMER DECISION MAKING PROCESS 1he final consumers decision process is the way in which people gather and assess information and make choices among alternative goods, services, organi2ations, people, places, and ideas. -t consists of the process itself and factors affecting the process. 1he decision process consists of si# basic stages $the ne#t si# sections%. "actors affecting the pro* cess are a consumers demographic, social, and psychological characteristics. +ometimes, all si# stages in the process are used= other times, only a few steps are utili2ed .)t any point in the process, it may be ended. STIMU)US: ) stimulus is a cue or drive meant to motivate a person to act. ) stimulus can be any of the following: +ocial, Commercial, Boncommercial, 5hysical. ) prospective consumer may be e#posed to any or all of these types of stimuli. -f a person is sufficiently stimulated, he or she will go on to the ne#t step in the decision process. PROB)EM A;ARENESS: 6uring problem awareness, the consumer recogni2es that the good, service, organi2ation, person, place, or idea may solve a problem of shortage or unfulfilled desire. Many consumers are hesitant to react to unfulfilled desires because there are risks and the benefits may be hard to 0udge. IN%ORMATION SEARCH: -nformation search involves listing alternatives that will solve the problem at hand and a determination of the characteristics of each. +earch can be internal

and?or e#ternal .)s risk increases= the amount of information sought also increases. <nce the information search is completed, it must be determined whether the shortage or unfulfilled desire can be satisfied by any alternative

1he -nternet has become a ma0or source for consumer shopping information. +even useful sources are provided. EVA)UATION O% A)TERNATIVES : 1he alternatives are evaluated on the basis of the consumers criteria and the relative importance of these criteria. 1hey are then ranked and a choice made. PURCHASE * 1he purchase act involves the e#change of money or a promise to pay for a product, or support in return of ownership of a specific good, the performance of a specific service, and so on. 5urchase decisions remaining at this stage center on 1he place of purchase 1erms )vailability

-f the above elements are acceptable, a consumer will make a purchase.

POST3PURCHASE BEHAVIOR: "re(uently, the consumer engages in post*purchase behavior. :uying one item may lead to the purchase of another. 3e*evaluation of the purchase occurs when the consumer rates the alternative selected against performance standards. Cognitive dissonance, doubt that a correct purchase decision has been made, can be reduced by follow*up calls, e#tended warranties, and post*purchase advertisements.

%ACTORS A%%ECTING THE %INA) CONSUMER<S DECISION PROCESS ). 6emographic, social, and psychological factors affect consumer decision making. :. :y understanding how these factors affect decision making, a firm can fine*tune its strategies to cater to the target market. TYPES O% DECISION PROCESSES 1he decision process is used each time a good or service is bought, often subconsciously. 1here are three ways in which the decision process may be used. E7t"n+i*" d"ci+ion3&#(ing: <ccurs when a consumer makes full use of the process. -t is used for e#pensive, comple# items with which the consumer has little or no e#perience. 5erceived risk is high and time pressure is low. )i&it"d d"ci+ion &#(ing: takes place when each step of the process is used, but the consumer does not need to spend a great deal of time on any of them. 1he consumer has some e#perience. 1he thoroughness with which the process is used depends on the amount of e#perience, the importance of the purchase, and time pressure. Ro tin" d"ci+ion3&#(ing: involves habitual behavior and skips steps in the process. 3egularly pur* chased items are bought in this manner. -nformation search, evaluation, and post*purchase behavior are normally omitted. +everal differences between consumers in industriali2ed nations and those in less*developed and developing ones are cited by the te#t.9ith low*involvement purchasing, the consumer minimi2es decision making for those goods and services perceived to be socially and?or psychologically unim* portant. :rand loyalty is the consistent repurchase of and preference toward a brand. -t enables a consumer to minimi2e risk, time, and thought

)ITERATURE REVIE; T." %ood R"t#i$ T#$": 1raditionally, -ndians were used to buying their sugar, wheat, pulses, rice etc. from their neighborhood baniya. 1he ma0ority of food and food products were and still are retailed through neighborhood kirana $baniya% stores. ) typical kirana store has a retail area of CDD s( ft and sells EDD to FDD stock keeping units $+/.s%. 1he kirana stores focus on dry food products because the infrastructure for cold storage is lacking. 1he ma0ority of fresh produce is sold from the carts of traveling vendors. +uch produce is deemed to be of low product (uality, variety and hygiene. 1his concept is still popular in :*class and -- 1ier cities of -ndia and giving employment to thousands of its inhabitants. -nitially the food retail format was seen in )*class cities like Mumbai, 6elhi, Chennai which had co*operative stores like G)pna :a2aarG in Mumbai and G/endriya :handarG in 6elhi. :oth were very successful and are operating many outlets in all strategic localities in the city. Escorts group in the late eighties diversified into non*auto sectors by getting into agri business or food business. -t came out with first GBan2G store at +outh E#tension in 6elhi in HIID. 1he first visible sign of the change in food retailing was seen in mid*eighties. )round that time a few new food stores were set up in all metro cities in -ndia. Calcutta was the only e#ception where it started a little later. )t that time couple of leading food stores started operating such as GMorning +toresG and GModern +toresG in 6elhi, GBilgiriG in :angalore, and "ood &andG in Mumbai G+pencers "ood +toresG in Chennai. +pencers were the first to tie up with a +ingapore based large retail chain ** G6airylandG and had set up the food stores in Chennai. 1his was a technology tie up. -n Mumbai, Garware group during the late eighties had set up a large food store, which is now reported to have been closed down. .ntil the late HIIDs, food retailing has been concentrated in the south of the country. +outhern -ndia has been witnessing revolutioni2ed activity in food retailing. -t has thoroughly e#perienced the food retailing in various formats such as the supermarkets, hypermarkets and neighbourhood stores. 1hese include "ood 9orld, +ubhiksha, Bilgiris, Margin "ree, and :ig :a2aar. 1he reason being that most entrepreneurs who started organised retail came from southern -ndia and the cost of real estate in the southern region was less than other regions $particularly north and west%. +ince then, however, organised food retailing has emerged

across the country, inspired by the presence of high potential markets in the north, west and east as well as the success of some non*food retailers and food services companies in these regions. %ood r"t#i$ing 8 t." 0 ?? 'ord: -ndian retail food industry has revolutioni2ed shopping e#perience of -ndian customers. Growing at the rate of @DJ, the -ndian food retail is going to be and no doubt is the ma0or driving force for the retail industry. "ood accounts for the largest share of consumer spending. "ood and food products account for about EDJ of the value of final private consumption. 1his share is significantly higher compared to developed economies, where food and food products account for about CDJ of consumer spending. -reena 7ittal, principal, Mc/insey K Co in "ood "orum CDDF, said, G)t .+L HME billion today the food industry is likely to grow to .+L NDD billion by CDCE. 1he percentage of income spent in households will drive growth in the food market. -ndian consumers are happy with store goods than branded goods and are very conservative on packaged goods. 1here are HD million street vendors in -ndia, of which O million only sell food. Currently, the retail food sector is .+L MD billion and is e#pected to rise to .+L HED billion by CDCE. "ood has the largest consumption in the -ndian economy and will remain the single largest category.G Modern state of the food retailing is not a demand led but the supply led one. Ma0or spending on food and increasing usage of out of home food consumption represent a significant opportunity for food retailers and food service companies. +peaking in "ood "orum -ndia CDDF, on the governmentPs role in the food retailing development, 6ave said, G1he retail stores need to empower its stakeholders and deliver what the consumer wants. 1he vision for CDCD should be appropriate e#tension network, implementation of appropriate practice at farmersP level and infrastructure in the country.G 1here are various factors paving the way to revolutioni2ing food retailing in -ndia. )mong them few are:

Changing life styles and tastes Growing need for convenience -ncreasing disposable income -ncreasing numbers of working women Change in consumption patterns

'igher aspirations among youth -mpact of western lifestyle 5lastic 3evolution , -ncreased use of credit cards and debit cards

Up3#nd3co&ing /ood r"t#i$ /or&#t+: 9ith the changing food consumption patterns, consumers need for convenience, choice and value for money the set*up of retail format is changing. 1he -ndian consumers do visit about eight to ten outlets to purchase various food products, which make up the daily consumption basket. 1hese outlets include neighbourhood kirana stores, bakeries, fruit and vegetable outlets, dairy booths and chakkies $small flour mills%, which is very time*consuming and unproductive way of shopping for food. 9ith changing lifestyle there is growing scarcity of time, and convenience in food shopping is emerging as an important driver of growth of one* stop retail formats that can offer consumer Pvalue for timeP in addition to Pvalue for moneyP. 1hese are giving an opportunity to various other retail formats: A. N"ig.0or.ood Stor"+ -n -ndia about IDJ of food purchases are made within a distance of H.E km from the customerPs home. 1his means that an organised retailer would need to have a Pneighbourhood storeP close to customers in order to capture the share of wallet that is spent on food. 1hese stores would cater to the consumerPs daily and weekly needs. 1he outlets closest to a neighbourhood store in -ndia are P+afalP outlets operated by Mother 6airy in 6elhi, Margin "ree in /erala and +ubhiksha. B. S p"r&#r("t+ 1his format caters to the consumersP need for choice and variety. 1hese needs translate into Pmore widthP and Pmore depthP in each category. 1hese stores cater to the consumers in a catchment area with a radius of @ to N km and therefore need to be destination stores. ) supermarket can cater to the consumersP weekly, monthly and occasional needs. E#amples of supermarkets already in -ndia are "ood 9orld, 1rinetra and BilgiriPs. C. H,p"r&#r("t+ 'ypermarkets are essentially destination stores catering to the consumersP bulk shopping needs in both food and non*food categories. 1he key added values for the customer are

PchoiceP and Pvalue for moneyP because products are sold at a discounted price. 1he hypermarkets model of food retailing is new to -ndia. +pencers $35G%, :ig :a2aar $5antaloons%, +tar -ndia :a2aar. D. C#+. > C#rr, @C > C! Stor"+ 1hese stores sell their products to their members only. 1he members are typically retailers and institutions. 1he key added value is a wide range of products under one roof, available at wholesale prices. Metro has started the first C K C store in -ndia in :angalore. 1he typical area of a C K C store is MD,DDD to HDD,DDD s(. ft. and both food and non*food products are stocked. K", d"*"$op&"nt+ in /ood r"t#i$: 1he ma0or development in food retail is consideration of "oreign 6irect -nvestment $"6-% with a limitation that all companies would have to meet mandated e#port obligations. "ood processing minister +ubodh /ant +ahay told E1 that 9e are considering a proposal to allow "6- in food retail. -t should be in such a way that it would boost our agriculture. <ur farmers must also get benefits of economic liberali2ation!. 1he government is also considering the opening up of the L@@D*billion retail market with ade(uate provisions to protect neighborhood stores. -n every retail format food trade is growing. More and more corporate houses such as '&&, -1C, Godre0 and 3eliance are already working into food retail. 'uge increase is e#pected from the corporate players, which will help grow the entire food retail sector. 6aburs )mit :urman has also forayed into food retailing. )ccording to )mit G"ood and beverages retailing is a very attractive segment and with &ite :ite Concepts we are targeting 3s H,DDD crore sales in a couple of years with around CDD outlets,G 9ell*established players such as +ubhiksha, "ood :a2aar and +pencerPs 6aily are also tapping into backward linkages, while trying to match their e#panding geographies with retail formats. )lso, most food retail players have been region*specific as far as geographical presence is concerned. 1ake the 35G GroupPs "ood9orld, Bilgiris, Margin "ree, Giant, 7arkeyPs, all of which are more or less spread in the +outhern region= +abka :a2aar, :ig )pple has a presence only in and around 6elhi= names such as 'aiko and 3adhakrishna "oodland are Mumbai*centric= while )dani is )hmedabad*centric.

R"t#i$"r+A "ntr#nc" in t." n0r#nd"d /ood +p#c" Modern food formats like "ood :a2aar and +pencerPs have their eye on the unbranded part of the consumerPs shopping basket. 1his constitutes as much as ODJ of the total purchases and growing sharply, says )C Bielsen estimates. 3etailers are offering a package of convenience and freshness, and have an edge over manufacturers that focus mainly on packaged conveniences. "ood retailers are offering Plive kitchenP formats, which offer on*the*spot home*style gravies, dal, cooked rice and kneaded dough with options like grinding coffee fresh at store, idli batter, paneer, curd and cut vegetables. %ood r"t#i$ #nd it+ +t"pping +ton"+: 1he opportunities in food retail sector are as follows: Ri+ing In*"+t&"nt: 1here are strong opportunities in food retail as a result of encouraging changes in consumer purchasing patterns, the availability of real estate and supply chain development. <rganised food retail presents a uni(ue investment opportunity for corporates looking to diversify. ) good understanding of consumer, access to the right locations and the ability to manage the supply chain efficiently will be critical success factors for the new entrant. %DI Po$ic, /or R"t#i$: Gates have been opened up for single brand retailers. -n "ebruary CDDO, the door was opened to some e#tent when the government allowed EHJ "6- by single brand companies sub0ect to government approvals. E&"rg"nc" O/ )ogi+tic Pro*id"r+: 1he present lack of logistic support e#poses the need for an integrated logistic provider. )s retail activity gathers momentum and large (uantities of perishables are sold in modern formats, the logistic service providers would have a crucial role to play in bridging the supply gap. 3etail players would also benefit from an efficient supply chain inventory management. Conc$ +ion: 1he past N*E years have seen increasing activity in food retailing. 7arious business houses have already planned for few investments in the coming C*@ years. 1hough the retailers will have to face increasingly demanding customers and intensely competitive rivals, more investments will keep flowing in and the share of organi2ed food sector will grow rapidly.

<rgani2ed food retailing in -ndia is surely poised for a takeoff and will provide many opportunities both to e#isting players as well as new entrants.

SUPERMARKETS: PASTB PRESENT AND PREDICTIONS P#+t -n the early days of grocery retailing in )merica, an assistant fetched all items from shelves behind the merchantPs counter while customers waited in front of the counter and indicated the items they wanted. -n addition, most foods and dry groceries did not come in the individually wrapped consumer*si2e packages and an assistant had to weigh and wrap the precise amount desired by the consumer. )merican retailers found these practices were by nature very labor*intensive and therefore (uite e#pensive. 1he shopping process was slow, as the number of customers who could be attended to at one time was limited by the number of clerks employed in the store. -n HIHO, first 5iggly 9iggly store opened in Memphis, 1ennessee and developed a self* service grocery store. 1he Great )tlantic and 5acific 1ea Company $)K5% was another successful early grocery store chain in Canada and the .nited +tates, and became common in Borth )merican cities in the HICDs. 1he general trend in retail since then has been to stock shelves at night so that customers, the following day, can obtain their own goods and bring them to the front of the store to pay for them. )lthough there were higher risks of shoplifting, the costs of appropriate security measures ideally outweighed by the increased economies of scale and reduced labor costs. Early self*service grocery stores did not sell fresh meats and produce and it was only after HICDs these stores stated selling perishable items like meats and vegetables. )ccording to the +mithsonian -nstitution, a former /roger employee, Michael 4. Cullen, opened the first true supermarket in the .nited +tates on )ugust N, HI@D, inside a O,DDD s(uare foot $EOD mQ% former garage in 4amaica, Rueens in Bew ;ork City. 1he /ing /ullen store, operated under the slogan G5ile it high. +ell it low.G )t the time of CullenPs death in HINH, there were seventeen /ing /ullen stores in operation.

:y HIEDs, these supermarkets fre(uently issued trading stamps as incentives to customers. 1oday, most chains issue store*specific Gmembership cards,G Gclub cards,G or Gloyalty cardsG. 1hese typically enable the cardholder to receive special members*only discounts on certain items at checkout. Pr"+"nt 5resent day supermarkets are much larger and offer a wide variety of food and household merchandise, organi2ed into departments. 1hey typically comprises meat, fresh produce, dairy, and baked goods departments along with shelf space reserved for canned and packaged goods. Most supermarkets also sell a variety of other household products that are consumed regularly, such as alcohol $where permitted%, household cleaning products, medicine, clothes, pet supplies and some sell a much wider range of nonfood products. 1he traditional suburban supermarket occupies a large amount of floor space, usually on a single level, and is located near a residential area for convenience of their consumers. -ts basic appeal is the availability of a broad selection of goods under a single roof at relatively low prices. <ther advantages include ease of parking and the convenience of shopping hours that e#tend far into the evening or even CN hours a day. 1hese supermarkets usually make massive outlays of newspaper and other advertising and often present elaborate in*store displays of products. 1hese supermarkets often are part of a corporate chain that controls the company owned as well franchised stores and supplies to these stores are made by large centrali2ed distribution centers $C6C%. +upermarkets usually offer products at low prices but certain products typically staple foods such as bread, milk and sugar are often sold on less than their usual market price to attract more consumers. .sually there are two pricing strategies= Every 6ay &ow 5rice $E6&5% and 'igh &ow $'&%= and to maintain a profit, supermarkets attempt to make up for their lower margins in E6&5 items by selling more of higher*margin '& items. Most supermarkets are similar in design and layout and fresh vegetables tends to be located near the entrance of the store. Milk, bread, and other essential staple items are usually situated toward the rear of the store to reduce thawing and to ma#imi2e the customerPs time spent in the store, strolling past other items and capitali2ing on impulse buying. +upermarkets use stock rotation, the practice of moving products with an earlier sell*by date to the front of

a shelf so they get picked up and sold first. Many stores also place consumer durable items and toys near the checkouts to attract families with children waiting in checkout (ueues. -n the .nited +tates, ma0or*brand supermarkets often demand slotting fees from suppliers in e#change for premium shelf space and?or better positioning $such as at eye*level, on the checkout aisle or at a shelfPs Gend capG%. 1his e#tra supplier cost $up to L@D,DDD per brand for a chain for each individual +/.% may be reflected in the cost of the products offered. +ome critics have (uestioned the ethical and legal propriety of slotting fee payments and their effect on smaller suppliers. More and more every day facilities like banks, cafSs, childcare centers?creches, photo processing, video rentals, pharmacies, and?or gas stations are being added to bigger supermarkets to provide their customers one stop shop convenience. ) larger full*service supermarket like this combined with a department store is sometimes known as a hypermarket. -ndian*owned supermarket +ubhiksha is one of the first and the largest retail chain in the country. +tarted in HIIM as a single store entity in +outh Chennai, it is now present nationally across HDDD outlets and spread across more than ID cities selling everything from vegetables to mobile phones. -ndiaPs largest private*sector company, 3eliance -ndustries &imited $3-&% also ventured into the retailing business in CDDO by opening the fresh food G3eliance "reshG chain of stores in ma0or cities across -ndia. <ther ma0or supermarkets include O1en, +pencer and More. Many other supermarket brands have 0oined the race but supermarkets in -ndia are still fragmented and struggling to provide a delightful e#perience to its customers. +upply*chain constraints, unorgani2ed real estate markets, irrational ta# structures and shortage of (uality retail professionals are some of the factors which are holding back the growth of organi2ed retail in -ndia specially in supermarkets sector. Pr"diction+ 1he supermarket sector is witnessing a ma0or corporate push with large domestic retailers and foreign giants establishing chains of supermarkets.

-ndiaPs retail industry, both organi2ed and unorgani2ed, is worth L@DD billion at present and is e#pected to grow to a staggering .+LNED * .+LEDD billion by CHHD. ) study conducted by Mumbai*based brokerage Edelweiss Capital in "ebruaryPDF had said that organi2ed retail would form HEJ of the retail sales by March CDHH from N.HJ now. :ut 6eloittePs study says that organi2ed retail grew at a scorching pace in CDDM, going to FJ of total retail sales from EJ in CDDO. )s the -ndian government continues to reform and liberali2e the market, retail giants like ./Ps 1esco, "rancePs Carrefour and )merican 9al*Mart are looking to make a foray into the -ndian retail market. 9al*Mart has signed a deal with -ndian telecom leaders :harti and is ready to make a dent by end of CDDF. :ut it will not be an easy ride for 9al*Mart, according to 9harton professor of marketing 6avid :ell says G9al*Mart will have to take a close look at the e#tent to which they will have to Pcustomi2eP their approach to local market conditions. 1hey have had some failures internationally, like in Germany and :ra2il, because they under*estimated the e#tent to which someone else already held their market position for e#ample, )ldi in Germany.G :ut like telecom sector, when the supermarket attains industry status, there would not be many differentiating factors in terms of pricing, layout, variety and service (uality. &ikewise, once foreign retail giants get established in retail market, each one would carve a separate niche of their own with their own sets of brands and suppliers and would try establish their own customer base by providing them royalty cards. :ig (uestion now is that will entry of all these big supermarket players work in the long run or they will under go a &ose*&ose situation in the long run. &and in -ndia is at a premium and infrastructural facilities are minimal. &ogistically, it is not easy to incorporate different ta#ation structures and other demographic factors in formation of supply*chain. 1he absences of retail professionals at mid*level management and shortage of retail educators who can educate form their real e#perience. )ll these factors indicate that supermarket retail chains are unlikely to en0oy a high*profit margins in the near future. "or now, consumers in -ndia may like supermarkets or may not like supermarkets but they cannot ignore these supermarkets.

Co&p#n, Pro/i$" D#t# ;i+" DATA ;ISE 6ata wise Consultants is a young emerging organi2ation established with the ob0ective of providing comprehensive +taffing and Manpower solutions to the organi2ations in -ndian and overseas market. VISION 9e envision delivering and delighting our clients as a solution provider, helping build their human capital of effective people. 1o stretch and steer performing professionals towards their desired career path, while catering to create profitable organi2ations D#t# 'i+" O01"cti*": 9e are committed to share responsibilities with our clients in improving +taffing Effectiveness and Employee 3etention by: 'elping our clients in evolving Manpower 5lan 'elping our clients in developing your +taffing 5olicy )ssisting our clients in +earch K +election 5rocess "acilitating post selection settling in of the candidate 5roviding regular Market .pdate to our clients

E&"rging HR Sc"n#rio: &iberali2ation process in the nineties brought MBCs and global players to -ndia. Global giants encouraged fierce competitive attitude among the organi2ations and above all a survival instinct. -ndian business also reached out to global markets. 1his encouraged mobility of talents in the corporate world, retention of employees became challenge for organi2ations. 3ecruitment and +election became the vital tool in the Employee 3etention +trategy for any organi2ation.

:usiness success depended on the outcome of effective +election, 3ecruitment, and 3etention +trategy D#t# 'i+" D"$i*"r,: ) team of young, dedicated and tireless professional Consultants under the able guidance of matured and e#perienced 1eam leaders, with speciali2ed skills and ability to visuali2e the bigger picture, deliver to the aspirations of fast pace organi2ations. 9ith centrali2ed delivery infrastructures head(uartered strategically at Boida , and a widely networked :6 and C3M team across -ndia and the .+, 6ata wise has etched a sound and systematic, client friendly operational business module. 1heir .+5 lies in the belief that understanding client and candidate re(uirements is the /E; factor in providing (uality service. -t is of paramount importance while searching skilled professional. O r S"r*ic"+: +taffing ?3ecruiting +olutions 6esign K implement Employee -nduction 6esign '3 5olicies K 5ersonnel <perating Manual Manpower <utsourcing ?<nsite 3esourcing ?6eputations

STA%%ING SO)UTIONS

D#t#0#+" S"#rc. 9e have a large database of candidates, which has been built over the years through the process of search. 1he company has distinct advantage of (uick conversions for which fees are paid on success and on completion of the e#ercise. Ad*"rti+"d S"#rc. 9e advertise on clientPs behalf where the turnkey assignment of releasing and processing the advertisement is undertaken by us.

E7"c ti*" S"#rc. "or specific positions when candidates are not available through database or special needs re(uire e#clusive attention, we can provide progress based payment contracts and undertake the search for the right candidate.

O t+o rcing 6ata wise conceived this service based on the following trends: Companies reconfiguring their manpower deployment. "ocusing on activities that are core to their business processes 5rocesses supporting principal activities are being outsourced Employment of e#perts for pro0ects and staff functions Enhancing per employee productivity :eating the vagaries of fluctuation in operation

<utsourcing aids its clientele to supplement their organi2ation with temporary staff in order to replace employees who need to take a long leave of absence, procure professional e#pertise otherwise not obtainable in*house and outsource or contract specific elements of ma0or pro0ects. 1hese services can be promptly provided by, so that scheduled engagements can be met (uickly and economically. ) fee will be charged for the above*mentioned services on the basis of man*hours ? man*days worked by the deputy. 1he (uality staffing solutions provided by 6ata wise are a result of its careful attention towards an organi2ed medium of functioning, accountability towards delivery and its spirit of partnership. Origin #nd progr"++ 9ith encouragement to the mobility of talent in the corporate world, the retention of employees has become a challenge. Effective +election, 3ecruitment, and 3etention +trategy hence determine business success. 1o aid with this process of 0udicious selection, 6ata wise Consultants 5vt. &td. was founded in CDDH by a team of '3 professionals with rich e#perience in their respective corporate careers. -n the short span since its inception the company has already carved a niche in the -ndian corporate '3 services scenario. 9 ic( 4 #$it, +o$ tion+

1he (uality staffing solutions provided by 6ata wise are a result of its careful attention towards an organi2ed medium of functioning, accountability towards delivery and its spirit of partnership towards both clients as well as aspiring professionals. 1eam 6ata wise relies on young and dedicated consultants who are supported by the able guidance of senior consultants with speciali2ed skill sets and insightful market knowledge that caters to the growing aspirations of fast paced organi2ations across the country. D"$i*"r, on d"&#nd 9ith its centrali2ed delivery infrastructures head(uartered strategically in Boida and a widely networked :6 and C3M team across -ndia and the .+, 6ata wise has created a systematic, client*friendly operational module. 1he .+5 of 6ata wise lies in its belief that the key factor in providing (uality service is the understanding of client and candidate needs to facilitating a seamless match between client re(uirements and the aspirations of candidates.

S"r*ic"+ E7"c ti*" S"#rc. S"r*ic"+ Middle to senior management recruitment solution is our forte. 9e have a large granary of (uality professionals that has been painfully built over the years through the process of meticulous search. 9e therefore have a distinct advantage of (uick conversion. 5in point reference from respectable sources as well as organi2ed head hunting for talented professionals are routine process delivery tools in 6ata wise. +o, whenever you are looking for a high*(uality leader, or a functional e#pert, or the routine middle*manager, we know where and how to find 0ust the right person for you. T rn(", A++ign&"nt+ Many a times special needs re(uire e#clusive attention. 9e therefore undertake turnkey recruitment assignment on clientPs behalf. Entire recruitment process including that of

releasing and processing advertisement, if any is e#ecuted by us. 9e first design and evolve a plan based on the understanding and need of our client. 1hen we drive a process enabled by technology to achieve speed and (uality for implementing this plan efficiently. 1his helps us arrive at focus choices within shortest possible time for a specifically tailored solution that suits your need. O t+o rcing <utsourcing aids its clientele to supplement their organi2ation with temporary staff in order to replace employees who need to take a long leave of absence, procure professional e#pertise otherwise not obtainable in*house and outsource or contract specific elements of ma0or pro0ects. 1hese services can be promptly provided by us, so that scheduled engagements can be met (uickly and economically. ) fee will be charged for the above* mentioned services on the basis of man*hours ? man*days worked by the deputy. H &#n R"+o rc" S"r*ic"+ 9e conduct a range of 'uman 3esource +ervices for our corporate clientele, a few of which are mentioned below: C)IENTS Client )pproach by 6ata wise has been purely on the basis of professional merit, depth and coverage of database. )s a result 6ata wise has regular clientele including ma0or multi* national corporations and reputed -ndian :usiness 'ouses. 6esign K implement Employee -nduction 1raining needs and assessment 6esign 1raining Calendar 6esign '3 5olicies K Manuals

INDUSTRY PRO%I)E Indi#n Org#ni?"d R"t#i$ M#r("t -ndian organi2ed retail market is growing at a fast pace due to the boom in the -ndia retail industry. -n CDDE, the retail industry in -ndia amounted to 3s HD,DDD billion accounting for

about HDJ to the countryPs G65. 1he organi2ed retail market in -ndia out of this total market accounted for 3s @ED billion which is about @.EJ of the total revenues. 3etail market in the -ndian organi2ed sector is e#pected to cross 3s HDDD billion by CDHD. 1raditionally the retail industry in -ndia was largely unorgani2ed, comprising of drug stores, medium, and small grocery stores. Most of the organi2ed retailing in -ndia have started recently and is concentrating mainly in metropolitan cities. 1he growth in the -ndian organi2ed retail market is mainly due to the change in the consumers behavior. 1his change has come in the consumer due to increased income, changing lifestyles, and patterns of demography which are favorable. Bow the consumer wants to shop at a place where he can get food, entertainment, and shopping all under one roof. 1his has given -ndian organi2ed retail market a ma0or boost. 3etail market in the organi2ed sector in -ndia is growing can be seen from the fact that HEDD supermarkets, @CE departmental stores, and @DD new malls are being built. Many -ndian companies are entering the -ndian retail market which is giving -ndian organi2ed retail market a boost. <ne such company is the 3eliance -ndustries &imited. -t plans to invest .+L O billion in the -ndian retail market by opening HDDD hypermarkets and HEDD supermarkets. 5antaloons is another -ndian company which plans to increase its retail space to @D million s(uare feet with an investment of .+L H billion. :harti 1elecoms an -ndian company is in talks with 1esco a global giant for a T MED million 0oint venture. ) number of global retail giants such as 9almart, Carrefour, and Metro )G are also planning to set up shop in -ndia. -ndian organi2ed retail market will definitely grow as a result of all this investments. -ndian organi2ed retail market is increasing and for this growth to continue the -ndian retailers as well as government must make a combined effort. Scop" o/ t." Indi#n R"t#i$ M#r("t 1he scope of the -ndian retail market is immense for this sector is poised for the highest growth in the ne#t E years. 1he -ndia retail industry contributes HDJ of the countries G65 and its current growth rate is F.EJ. -n the -ndian retail market the scope for growth can be seen from the fact that it is e#pected to rise to .+L ODF.I billion in CDDI from .+L @IN billion in CDDE. 1he organi2ed retailing sector in -ndia is only @J and is e#pected to rise to CE* @DJ by the year CDHD. 1here are under construction at present around @CE departmental stores, @DD new malls, and HEDD supermarkets. 1his proves that there is a tremendous scope for growth in the -ndian retail market. 1he growth of scope in the -ndian retail market is mainly due to the change in the consumers behavior. "or the new generation have preference towards lu#ury commodities which have been due to the strong increase in income, changing lifestyle, and demographic patterns which are favorable.

1he scope of the -ndian retail market have been seen by many retail giants and thats the reason that many new players are entering the -ndia retail industry. 1he ma0or -ndian retailers are: 5antaloons 3etail -ndia &td +hoppers +top :ata -ndia &td Music 9orld Entertainment &td

4udging the scope for growth in the -ndia retail industry many global retail giants are also entering the -ndian retail market. 1hey are : 1esco Metro )G 9al* Mart

1he scope for growth in the -ndian retail market is seen mainly in the following cities: Mumbai 6elhi 5une )hmedabad :angalore 'yderabad /olkata Chennai

1he scope of the -ndian retail market is very vast. )nd for it to reach its full potential the government and the -ndian retailers will have to make a determined effort. Gro't. %#ctor+ in Indi#n Org#ni?"d R"t#i$ S"ctor

1he growth factors in -ndian organi2ed sector are various but it is mainly due to the fact that -ndiaPs economy is booming. )lso, the rise in the working population which is young, pay* packets which are hefty, more nuclear families in urban areas, rise in the number of women working, more disposable income and customer aspiration, western influences and growth in e#penditure for lu#ury items. )ll these are the factors for the growth in -ndian organi2ed retail sector. -n fact, -ndia retail industry is the fastest growing industry in -ndia and it accounts for HDJ of the countryPs G65. -n CDDO, the retail industry in -ndia amounted to .+L CDD billion and out of this, the organi2ed retail sector in -ndia amounted to .+L O.N billion. :y CDHD, the -ndian organi2ed retail sector is e#pected to rise to .+L C@ billion. -n CDD@, the -ndian organi2ed retailing sector accounted for more than N.E million s(. ft of space absorption by malls. Many -ndian companies have entered the retail industry in -ndia and this is also a factor in the growth of -ndian organi2ed retail sector. 3eliance -ndustries &imited is planning to invest .+L O billion in the organi2ed retail sector in -ndia by opening HEDD supermarkets and HDDD hypermarkets. :harti 1elecoms is planning a 0oint venture worth T MED million with 1esco a global retail giant. 5antaloons is planning to invest .+L H billion in order to increase its retail space to @D million s(uare feet. +uch huge investments is also a factor in the growth of the organi2ed retail sector in -ndia. Global retail giants are also entering the retail industry in -ndia and this is also one of the factors in the growth of the organi2ed retail sector in -ndia. 1he global retail giants who are entering the organi2ed retail sector in -ndia are: 9al* Mart 1esco Carrefour +) Metro )G

1he factors for growth in -ndian organi2ed retail sector are many and thats the reason behind its massive growth. :ut for this to continue both the -ndian retailers and the government will have to work together.

Opport niti"+ in Indi#n Org#ni?"d R"t#i$ S"ctor 1he opportunities in -ndian organi2ed retail sector are many for this sector is witnessing a boom.

1he retail industry in -ndia amounted to .+L CDD billion in CDDO, and out of this amount the -ndian organi2ed retail sector amounted to .+L O.N billion. 1he opportunities in -ndia organi2ed retail sector can be 0udged from the fact that by CDHD it is e#pected to rise to .+L C@ billion. 1he various opportunities in the organi2ed retail sector in -ndia are mainly there for the -ndian consumers behavior pattern has changed. Bow the -ndian consumer gets more hefty pay* packages, is younger, a large number of women are working, western influences, and more disposable income have opened a lot of opportunities in -ndian organi2ed retail sector. 1he -ndian consumer wants to shop, eat and get entertainment in one place and is have also given -ndian organi2ed retail sector an opportunity to grow. 1he -ndian government in CDDE allowed foreign direct investment $"6-% in single brand retail to EHJ. 1his have opened up a lot of opportunities in -ndia organi2ed retail sector. -n fact @CE departmental stores, @DD new malls, and HEDD supermarkets are being built which shows the tremendous opportunities in the organi2ed retail sector in -ndia. Many -ndian companies seeing the various opportunities in organi2ed retail sector in -ndia have entered it. 5antaloons have decided to increase its retail space to @D million s(uare feet with an investment of .+L H billion. 3eliance -ndustries &imited is targeting for annual sales of .+L CE billion by CDHH. -t is planning to invest .+L O billion in order to open H,EDD supermarkets and HDDD hypermarkets. :harti 1elecoms is planning a 0oint venture with 1elco a global retail giant worth T MED million. 1he opportunities in the organi2ed retail sector in -ndia have also increased with the desire of many global retail giants to set up shop here. 1he global retail giants who are entering the -ndian organi2ed retail sector are: 1esco 9al* Mart Metro )G Carrefour +)

1he opportunities in -ndian organi2ed retail sector are varied and it must be fully e#ploited by the -ndian retailers. C.#$$"ng"+ /#cing t." Indi#n Org#ni?"d R"t#i$ +"ctor

1he challenges facing the -ndian organi2ed retail sector are various and these are stopping the -ndian retail industry from reaching its full potential. 1he behavior pattern of the -ndian consumer has undergone a ma0or change. 1his has happened for the -ndian consumer is earning more now, western influences, women working force is increasing, desire for lu#ury items and better (uality. 'e now wants to eat, shop, and get entertained under the same roof. )ll these have lead the -ndian organi2ed retail sector to give more in order to satisfy the -ndian customer. 1he biggest challenge facing the -ndian organi2ed retail sector is the lack of retail space. 9ith real estate prices escalating due to increase in demand from the -ndian organi2ed retail sector, it is posing a challenge to its growth. 9ith -ndian retailers having to shell out more for retail space it is effecting their overall profitability in retail. 1rained manpower shortage is a challenge facing the organi2ed retail sector in -ndia. 1he -ndian retailers have difficulty in finding trained person and also have to pay more in order to retain them. 1his again brings down the -ndian retailers profit levels. 1he -ndian government has allowed EHJ foreign direct investment $"6-% in the -ndia retail sector to one brand shops only. 1his has made the entry of global retail giants to organi2ed retail sector in -ndia difficult. 1his is a challenge being faced by the -ndian organi2ed retail sector. :ut the global retail giants like 1esco, 9al*Mart, and Metro )G are entering the organi2ed retail sector in -ndia indirectly through franchisee agreement and cash and carry wholesale trading. Many -ndian companies are also entering the -ndian organi2ed retail sector like 3eliance -ndustries &imited, 5antaloons, and :harti 1elecoms. :ut they are facing stiff competition from these global retail giants. )s a result discounting is becoming an accepted practice. 1his too brings down the profit of the -ndian retailers. )ll these are posing as challenges facing the -ndian organi2ed retail sector. 1he challenges facing the -ndian organi2ed retail sector are there but it will have to be dealt with and only then this sector can prosper. E&"rging tr"nd+ in Indi#n org#ni?"d r"t#i$ +"ctor 1he emerging trends in the -ndian organi2ed retail sector would help the economic growth in -ndia. 1here is a fantastic rise in the -ndian organi2ed retail sector in a very short period of time between CDDH and CDDO. Eventually, out of the shadows of the unorgani2ed retail sector, -ndia has a chance of tremendous economic growth, both in -ndia and abroad. T." "&"rging tr"nd+ in t." Indi#n org#ni?"d r"t#i$ +"ctor are also adding up to the development of the -ndian organi2ed retail sector. 1he rela#ation by the government on

regulatory controls on foreign direct investments has added to the process of the growth of the -ndian organi2ed retail sector. 1he infrastructure of the retail sector will evolve radically in the recent future. 1he emergence of shopping malls is increasing at a steady pace in the metros and there are further plans of e#pansion which would lead to HED new ones coming up in -ndia by CDDF. )s the count of super markets is going up much faster than rate of growth in retail sector, it is taking the lions share in food trade. 1he growth of the -ndian organi2ed retail sector is anticipated to be heavier than the growth of the gross domestic product. )lterations in peoplePs lifestyle, growth in income levels, and encouraging conventions of demography are proving favorable for the new emerging trends in the -ndian organi2ed retail sector. 1he success of this retail sector would also lie in the degree of penetration into the lower income strata to tap the possible customers in the lowest levels of society. 1he d"&#nd+ of the buyers would also be enhanced by more access to credit facilities. 9ith the arrival of the 1ransnational Companies $1BC%, the -ndian retail sector will undergo a transformation. )t present the "oreign 6irect -nvestments $"6-% is not encouraged in the -ndian organi2ed retail sector but once the 1BCP+ get in they inevitably try to oust their -ndian counterparts. 1his would be challenging to the retail sector in -ndia. 1he trends to follow in the future: 1he -ndian <rgani2ed retail sector will grow up to HDJ of total retailing by CDHD. Bo one single format can be assumed as there is a huge difference in cultures regionally. 1he most encouraging format now would be the hyper marts. 1he hyper mart format would be further encouraged with the entry of the 1BCs.

Gro't. o/ R"t#i$ Co&p#ni"+ in Indi#

Growth of 3etail Companies in -ndia e#hibits the boom in the retail industry in -ndia over the years. 1he increase in the purchasing power of the -ndian middle classes and the influ# of the foreign investments has been encouraging in the Growth of 3etail Companies in -ndia. Growth of 3etail Companies in -ndia is still not yet in a matured stage with great potentials within this sector still to be e#plored. )part from the retail company like BilgiriPs of :angalore, most of the retail companies are sections of other industries that have stepped in the retail sector for a better business. 1he Growth of 3etail Companies in -ndia is most pronounced in the metro cities of -ndia, however the smaller towns are also not lagging behind in this. 1he retail companies are not only targeting the four metros in -ndia but also is considering the second graded upcoming cities like )hmedabad, :aroda, Chandigarh, Coimbatore, Cochin, &udhiana, 5une, 1rivandrum, +imla, Gurgaon, and others. 1he +outh -ndian 2one have adopted the process of +.opping in t." + p"r&#r("t+ for their daily re(uirements and this has also been influencing other cities as well where many .,p"r&#r("t+ are coming up day to day.

R"#+on+ /or t." /#+t Gro't. o/ R"t#i$ Co&p#ni"+ in Indi#: 1he retail companies are found to be rising in -ndia at a remarkable speed with the years and this have brought a revolutionary change in the shopping attitude of the -ndian customers. 1he Growth of 3etail Companies in -ndia is facilitated by certain factors like *

e#isting -ndian middle classes with an increased purchasing power rise of upcoming business sectors like the -1 and engineering firms change in the taste and attitude of the -ndians effect of globali2ation heavy influ# of "6- in the retail sectors in -ndia

RESEARCH METHODO)OGY O01"cti*"+ :

H. 1o determine the factors influencing the consumer in choosing a super market. C. 1o analy2e these factors and study their impact on the consumer. @. 1o bring out the various considerations of the consumers while preferring a particular super market. N. 1o study the consumer perception of their preferred super market. Scop" o/ t." +t d,: 1he study involves the study of the various attributes of the super markets and the customer preferences. -t focuses on the ma0or factors that impact the consumer behaviour towards the supermarkets. 1he study is done at the twin cities of 'yderabad and the sample includes people who prefer supermarkets over traditional shopping centers or mom and pop stores. 1he study focuses on the following factors: H. Cleanliness C. :rand image @. 7ariety of goods N. 5ro#imity of the super market E. Ruality of the goods O. 5ricing and discounts M. e shopping F. +ervice (uality I. 5romotional offers HD. Convenience

METHODO)OGY: HYPOTHESES: H,pot."+i+ 1: N $$ .,pot."+i+: Customers do not consider the (uality, Clean K tidy and 5romotional offers in choosing supermarket. A$t"rn#ti*" H,pot."+i+: Customers do not consider the (uality, Clean K tidy and promotional offers in choosing supermarket. H,pot."+i+ -: N $$ .,pot."+i+: Customers do not consider the convenience, branded show room and freshness of goods while choosing a super market. A$t"rn#ti*" .,pot."+i+: Customers do not consider the convenience, branded show room and freshness of goods while choosing a super market. H,pot."+i+ 2: N $$ .,pot."+i+: Customers do not consider e shopping, variety of goods, good service, +taff eti(uette and 'ome delivery while choosing a super market. A$t"rn#ti*" .,pot."+i+: Customers do not consider e shopping, variety of goods, good service, +taff eti(uette and 'ome delivery while choosing a super market St#ti+tic#$ too$+ /or #n#$,+i+: H. Chi*s(uare test C. "actor analysis S#&p$ing: 1he sampling followed in this pro0ect is as follows: Pop $#tion: 1he study is done at the twin cities of 'yderabad and the sample includes people who prefer supermarkets over traditional shopping centers or mom and pop stores

S#&p$ing &"t.od: Bon*probability sampling $convenience sampling% S#&p$" +i?": HDD D#t# #nd So rc"+ o/ d#t#: 1he primary data is collected by using the (uestionnaires. 1he (uestionnaires are distributed to the respondents and the collected information is used for the interpretation and the analysis. S"cond#r, So rc"+: 1he secondary sources of data include data from maga2ines, -nternet, :ooks, and various marketing 0ournals like Marketing Master Mind. )i&it#tion+: H. 1he study is done in the geographical limit of the twin cities. 'ence the nearby respondents are only considered for the research C. )nother ma0or limitation is the time and money factors. 'ence the study is confined to only some respondents out of the total population. @. Bot all respondents shop regularly in the super markets and hence may not be totally aware of the supermarkets and its characteristics.

DATA INTERPRETATION H. 6o you generally shop at the super marketU a. ;es b. Bo

INTERPRETATION FCJ of the respondents shop at super market and the remaining respondents go for other places like kirana and general stores. C. 9hich of the following super markets have you shopped atU a. 'eritage e. "ood world b. 3eliance "resh c. More.. d. +pencers e. <thers $please specify VVVVVV%

INTERPRETATION )ll the respondents shopped at two or more supermarkets according to their convenience and other reasons. 1he respondents also shopped at other supermarkets like 3atnadeep, 7i0etha etc.

@. 9hich supermarket do you shop at the mostU a. 'eritage e. "ood world b. 3eliance "resh c. More.. d. +pencers e. <thers $please specify VVVVVV%

INTERPRETATION CE respondents prefer 3eliance "resh, CC respondents prefer More.. and CD respondents prefer 'eritage. 1he remaining respondents prefer other supermarkets like +pencers, "ood 9orld, local super markets etc.

N. 9hy do you choose to shop at your preferred supermarketU a. Ruality of the goods b. &ocation c. &ow prices d. +ervice

INTERPRETATION CE respondents shop at their preferred super market because it is located near to them. CD respondents prefer for the (uality of the goods, CC respondents prefer because the prices are low and the remaining HE respondents preferred their supermarket for their service (uality.

E. 6oes your super market provide special offers or discounts for regular customersU a. ;es b. Bo c. 6ont know

INTERPRETATION ODJ respondents agree that their super market provides special offers or discounts for regular customers and @DJ respondents say that there are no special discounts for them. 1he remaining HDJ respondents are not much aware of these issues.

O. 9hich is the most influential factor in choosing a super market according to youU a. Ruality d. )tmospherics b. Convenience e. 5roducts range c. 5ricing f. <thers $please specify VVVVVV%

INTERPRETATION @E respondents feel that price is the ma0or factor that influences the customers to prefer a particular super market. @D respondents feel (uality is the ma0or factor, HE respondents feel its the range of the products available and HD respondents feel its the convenience that matters. 1he remaining HD respondents feel other factors like atmospherics are most influential factors for preferring a supermarket.

5lease indicate the level of agreement and disagreement on each of the following statements. M. - prefer to shop at the store that is clean and tidy i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% strongly disagree

INTERPRETATION <ut of the total respondents, OH respondents agree that they prefer the supermarket that is clean and tidy while CI respondents do not care for the same. 1hey look for other features of the super market like the product range, pricing etc. 1he remaining HD respondents neither agree nor disagree with the same.

F. - prefer a super market of well*known brand i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

INTERPRETATION OC respondents prefer to shop in a super market of well known brand while CD respondents do not care for the brand. 1he remaining respondents neither agree nor disagree that they shop at well known supermarket of good brand image.

I. ) lot of variety in the goods helps me to shop better i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

INTERPRETATION MO respondents feel that they can shop much better if they are provided with a wide variety of goods while only HC respondents do not care for the variety in the merhandise. 1he remaining HC respondents are not able to give their response clearly.

HD. - feel convenient to shop at the nearest store i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

INTERPRETATION Ma0ority of the respondents accounting to F@J feel convenient to shop at the nearest store. "ew respondents $N% do not care to travel some distance for purchasing the merchandise of their preference. 1he remaining H@ respondents neither agree nor disagree that they feel convenient to shop at the nearest store.

HH. "resh and (ualitative products is what - look for in a super market i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

INTERPRETATION Ma0ority of the respondents $FN% look for fresh and (ualitative products in a super market and the remaining HO respondents look for other features like convenience, variety in the goods etc.

HC. - consider low prices and discounts in choosing a super market i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

INTERPRETATION MN respondents agree that they look for low prices and the discounts and special offers in choosing a super market while HC respondents do not agree and the remaining HN respondents neither agree nor disagree with the same.

H@. - wish to shop at a super market with good service level i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

INTERPRETATION O@ respondents agree that they wish to shop at a super market with good service level while only I respondents disagree and CF respondents neither agree nor disagree with the same.

HN. - prefer e*shopping when -m busy i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

INTERPRETATION MD respondents agree that they prefer e*shopping when they are busy while only H@ respondents disagree and HM respondents neither agree nor disagree with the same.

HE. - would try out a new store if recommended by my family or friends i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

INTERPRETATION OO respondents agree that they would try out a new store if recommended by their family or friends while only HO respondents disagree and HF respondents neither agree nor disagree with the same.

HO. - would go to those supermarkets which give me more promotional offers i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

INTERPRETATION EM respondents agree that they would go to those supermarkets which give them more promotional offers while CF respondents disagree and HE respondents neither agree nor disagree with the same.

HM. +taff eti(uette is a considerable aspect in choosing a super market i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

INTERPRETATION MD respondents agree that staff eti(uette is a considerable aspect in choosing a super market while HI respondents disagree and HE respondents neither agree nor disagree with the same.

H. 'ome delivery facility is of most importance for convenience in shopping i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

INTERPRETATION MI respondents agree that home delivery facility is of most importance for convenience in shopping while only F respondents disagree and the remaining H@ respondents neither agree nor disagree with the same.

+ection ---: H. ;our preferred super market is up to the mark in all the above factors. i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

INTERPRETATION "inally, @E respondents agree and CN respondents strongly agree that their preferred super market is up to the mark while CC respondents do not agree. 1he remaining HI respondents neither agree nor disagree with the given statement.

DATA ANA)YSIS: C$"#n #nd tid, C O*"r#$$ +#ti+/#ction C.i3S4 #r" T"+t+ 7alue df a 5earson Chi*+(uare HO.OII HO &ikelihood 3atio HF.OO@ HO B of 7alid Cases HDD a. HO cells $ON.DJ% have e#pected count less than E. 1he minimum e#pected count is .@D. ;"$$3(no'n 0r#nd C O*"r#$$ +#ti+/#ction C.i3S4 #r" T"+t+ 7alue df a 5earson Chi*+(uare @M.HFE CD &ikelihood 3atio @I.ICO CD B of 7alid Cases HDD a. C@ cells $MO.MJ% have e#pected count less than E. 1he minimum e#pected count is .DO. V#ri"t, C O*"r#$$ +#ti+/#ction C.i3S4 #r" T"+t+ 7alue df a 5earson Chi*+(uare CE.IIM HO &ikelihood 3atio CM.M@O HO B of 7alid Cases HDD a. HM cells $OF.DJ% have e#pected count less than E. 1he minimum e#pected count is .NC. )symp. +ig. $C* sided% .DEN .D@N )symp. +ig. $C* sided% .DHH .DDE )symp. +ig. $C* sided% .DDE .CFM

Con*"ni"nt C O*"r#$$ +#ti+/#ction C.i3S4 #r" T"+t+ 7alue df a 5earson Chi*+(uare HC.NHE HO &ikelihood 3atio H@.EEH HO B of 7alid Cases HDD a. HE cells $OD.DJ% have e#pected count less than E. 1he minimum e#pected count is .HF. )symp. +ig. $C* sided% .DHE .O@C

%r"+. #nd 4 #$it#ti*" prod ct+ C O*"r#$$ +#ti+/#ction C.i3S4 #r" T"+t+ 7alue df a 5earson Chi*+(uare H@.MHE HO &ikelihood 3atio H@.CM@ HO B of 7alid Cases HDD a. HM cells $OF.DJ% have e#pected count less than E. 1he minimum e#pected count is .NC. )symp. +ig. $C* sided% .DCD .OE@

)o' pric"+ C O*"r#$$ +#ti+/#ction C.i3S4 #r" T"+t+ 7alue df a 5earson Chi*+(uare HI.OHI HO &ikelihood 3atio CH.COM HO B of 7alid Cases HDD a. HF cells $MC.DJ% have e#pected count less than E. 1he minimum e#pected count is .EN. )symp. +ig. $C* sided% .C@F .HOF

Good +"r*ic" C O*"r#$$ +#ti+/#ction C.i3S4 #r" T"+t+ 7alue df a 5earson Chi*+(uare HC.IOM HO &ikelihood 3atio HN.@ME HO B of 7alid Cases HDD a. HF cells $MC.DJ% have e#pected count less than E. 1he minimum e#pected count is .@D. Pr"/"r "3+.opping C O*"r#$$ +#ti+/#ction C.i3S4 #r" T"+t+ 7alue df a 5earson Chi*+(uare HF.COE HO &ikelihood 3atio CH.EHM HO B of 7alid Cases HDD a. HM cells $OF.DJ% have e#pected count less than E. 1he minimum e#pected count is .CN. R"co&&"nd"d C O*"r#$$ +#ti+/#ction C.i3S4 #r" T"+t+ 7alue df a 5earson Chi*+(uare HH.@NH HO &ikelihood 3atio HH.IM@ HO B of 7alid Cases HDD a. HM cells $OF.DJ% have e#pected count less than E. 1he minimum e#pected count is .NF. )symp. +ig. $C* sided% .MFF .MNO )symp. +ig. $C* sided% .@DI .HEI )symp. +ig. $C* sided% .OME .EMH

Pro&otion#$ o//"r+ C O*"r#$$ +#ti+/#ction C.i3S4 #r" T"+t+ 7alue df a 5earson Chi*+(uare @H.HMF HO &ikelihood 3atio @F.H@N HO B of 7alid Cases HDD a. HF cells $MC.DJ% have e#pected count less than E. 1he minimum e#pected count is .NF. St#// "ti4 "tt" C O*"r#$$ +#ti+/#ction C.i3S4 #r" T"+t+ 7alue df a 5earson Chi*+(uare HO.NDO HO &ikelihood 3atio HM.DII HO B of 7alid Cases HDD a. HO cells $ON.DJ% have e#pected count less than E. 1he minimum e#pected count is .HF. Ho&" d"$i*"r, C O*"r#$$ +#ti+/#ction C.i3S4 #r" T"+t+ 7alue df a 5earson Chi*+(uare CC.MEH HO &ikelihood 3atio C@.ODI HO B of 7alid Cases HDD a. HM cells $OF.DJ% have e#pected count less than E. 1he minimum e#pected count is .HF. )symp. +ig. $C* sided% .HCH .DIF )symp. +ig. $C* sided% .NCE .@MI )symp. +ig. $C* sided% .DH@ .DDH

"rom the above chi* s(uare analysis the factors like C$"#n #nd tid,, ;"$$3(no'n 0r#nd, Con*"ni"ntB %r"+. and 4 #$it#ti*" prod ct+ and Pro&otion#$ o//"r+ show 5earson Chi* s(uare value less than D.DE. 1herefore the null hypothesis is re0ected which proves that these variables have significant influence on consumer in choosing supermarket. 3emaining variables like V#ri"t,B )o' pric"+, Good +"r*ic", Pr"/"r "3+.opping, 3ecommended, +taff

eti(uette and 'ome delivery show 5earson chi*s(uare value greater than D.DE. 1herefore the null hypothesis is accepted which proves that these variables do not have significant influence on consumer in choosing supermarket.

HYPOTHESES: H,pot."+i+ 1: N $$ .,pot."+i+: Customers do not consider the (uality, Clean K tidy and 5romotional offers in choosing supermarket. A$t"rn#ti*" H,pot."+i+: Customers do not consider the (uality, Clean K tidy and promotional offers in choosing supermarket. 'ere, alternative hypothesis is accepted. :ecause, the variables like (uality, clean K tidiness and promotional offers show 5earson significance value less than D.DE. H,pot."+i+ -: N $$ .,pot."+i+: Customers do not consider the convenience, branded show room and freshness of goods while choosing a super market. A$t"rn#ti*" .,pot."+i+: Customers do not consider the convenience, branded show room and freshness of goods while choosing a super market. 1he variables like convenience, +uper market brand and freshness of goods are showing significance value less than D.DE. 'ence alternative hypothesis is accepted. H,pot."+i+ 2: N $$ .,pot."+i+: Customers do not consider e shopping, variety of goods, good service, +taff eti(uette and 'ome delivery while choosing a super market. A$t"rn#ti*" .,pot."+i+: Customers do not consider e shopping, variety of goods, good service, +taff eti(uette and 'ome delivery while choosing a super market 'ere, null hypothesis is accepted. :ecause the variables like e shopping, variety of goods, service of employees, staff eti(uette and home delivery show a significance value greater than D.DE. 'ence we can conclude that Customers do not consider e shopping, variety of goods, good service, +taff eti(uette and 'ome delivery while choosing a super market.

%#ctor An#$,+i+

Tot#$ V#ri#nc" E7p$#in"d E#traction +ums of +(uared -nitial Eigenvalues &oadings J of Cumulative J of Cumulative Component 1otal 7ariance J 1otal 7ariance J H H.OD@ H@.@EO H@.@EO H.OD@ H@.@EO H@.@EO C H.EHO HC.O@M CE.II@ H.EHO HC.O@M CE.II@ @ H.@CO HH.DED @M.DN@ H.@CO HH.DED @M.DN@ N H.HMF I.FHM NO.FEI H.HMF I.FHM NO.FEI E H.HHI I.@CN EO.HF@ H.HHI I.@CN EO.HF@ O H.D@@ F.OHC ON.MIE H.D@@ F.OHC ON.MIE M .IEF M.IFD MC.MME F .ICH M.OMI FD.NEN I .OID E.MNO FO.CDD HD .OHD E.DFH IH.CFH HH .END N.EDD IE.MFC HC .EDO N.CHF HDD.DDD E#traction Method: 5rincipal Component )nalysis. 3otation +ums &oadings J of 1otal 7ariance H.NOH HC.HMN H.@OM HH.@ID H.@ED HH.CE@ H.@NC HH.HFC H.H@M I.NMF H.HHF I.@HI of +(uared Cumulative J HC.HMN C@.EON @N.FHO NE.IIF EE.NMO ON.MIE

Rot#t"d Co&pon"nt M#tri7# Component H C @ Clean and tidy .HNN .DNF .@DE well*known brand .DOM .DDH .C@D variety .MFN *.HOI *.DF@ convenient .H@D .HDF .DCD "resh and (ualitative *.DDE *.DFN .FMH products low prices and discounts .MHD .HHN .HCN good service *.H@H *.FHN .HOE prefer e*shopping *.@O@ .ODD .HOI recommended .DFC .NFD .EN@ promotional offers .DCI *.HCM .HHD +taff eti(uette .@OD .HHN .DEH 'ome delivery .HHO .HNF *.CNH E#traction Method: 5rincipal Component )nalysis. 3otation Method: 7arima# with /aiser Bormali2ation. a. 3otation converged in HH iterations.

N .H@I .HME *.DDI *.DDI *.DEC .HMC .HDO .HEI *.DEC .MFM *.DDH .MME

E .CEI .CNE *.DCF .FCI .DEM .DOE *.HNO *.DOF *.COD .HDM *.N@O *.HND

O *.MD@ .MNC .DHH .DO@ *.DEF *.DFH .DEN *.DCI .HMD *.DO@ .DON .H@O

1he first step in interpreting the output is to look at the factors e#tracted, their Eigen values and the cumulative percentage of variance. 9e see from the 1otal variance e#plained table, O factors e#tracted together account for ONJ of the total variance which means that if we dont consider the remaining M factors, only @OJ variance is lost which does not affect the final outcome of the research. Be#t step is to interpret what these O factors represent. 1his can be done with the help of 3otated component matri#. %#ctor 1: &ooking at rotated component matri#, the component H has highest loadings D.MHD, D.MFN. +o component? factor H is a combination of variety of goods and low prices K discounts. 'ence this component is called as 7ariety and &ow price! %#ctor-: we see that, preference of e* shopping is the only variable having highest value. 'ence factorC is named as e*shopping. %#ctor 2: "reshness and (ualitative products is the only variable having highest value under componet@. 'ence this factor can be named by its own name. %#ctor 5: ) promotional offer is the only variable which has highest value under componentN. +o these component? factor N can be named as 5romotional offers. %#ctor 6: Convenient is the only variable which has highest value D.FCI. +o convenient is the apt name for this factor.

%#ctor D: Bow for factor O, we see that :rand name of supermarket has highest loading D.F@E. )s this variable stands for factor*O, the factor can be named by its own name 8 Br#nd n#&"<

%INDINGS H. Most of the respondents shop at the super markets and only few of them go to kirana stores and other general stores. C. 1he respondents shopped at two or more super markets along with other local super markets at their places. @. 1he respondents preferred supermarkets like 'eritage, 3eliance "resh, +pencers, More.. and other local super markets like 7i0etha, 3atnadeep, Mahalakshmi etc. +uch preference of the customers is due to the (uality of goods, the pricing methods, their location and the service levels. N. 1he factors that influence the customers in choosing a supermarket are the (uality and range of the goods, prices at the store, level of comfort and other factors like service level, atmospherics etc. E. -t is found that the customers look for the nearest store or super market available, with low prices and the discounts, fresh and (ualitative goods with a lot of variety. O. 1he customers also look for home delivery services according to the study. M. -t is also found that though ma0ority of the customers re(uired good service level, there are also considerable number of respondents who do not give much importance to the service (uality and the staff eti(uette. F. -t is found that considerable number of respondents does not prefer e shopping and the recommendations from the family or relatives do not impact them much. 1his shows their importance to the personal e#periences for effective shopping. I. "urther, there are some respondents who feel that the promotional offers are not much essential. 1hey do not give importance to the cleanliness and the brand image. 1his shows that customers give much importance to the (ualitative goods rather than the offers, brand or service level.

SUGGESTIONS H. -ncreasing number of people started to prefer supermarkets as they are one stop solution for all the "MCG goods and others. C. Ruality of goods, the pricing methods, their location and the service levels are the important factors that influence the consumer preference, so the supermarkets should take these factors into primary consideration. @. 1he supermarkets should be located in the areas of residence and offer home delivery services also to provide easy access to the customers as this is main factor influencing the customer preference. N. 1he customers give much importance to their personal e#perience than hearing to others, hence the supermarkets should provide rich e#perience to the customers with its (ualitative service and the staff eti(uette.

CONC)USION 1he study on "actors affecting the consumer in choosing a supermarket gives an insight into the customer preferences and reasons that make the consumer to choose a particular supermarket. 1he study was undertaken with an ob0ective to determine the factors influencing the consumer in choosing a super market, analy2e these factors and determine their impact on the consumer. "urther, the study aims to bring out the various considerations and perceptions of the consumers while preferring a particular super market. 1he study is done at the twin cities of 'yderabad and the sample includes people who prefer supermarkets over traditional shopping centers or mom and pop stores. ) structured (uestionnaire was used as the instrument to collect the primary data. 1he sampling techni(ue adopted was Bon*probability sampling $convenience sampling%. 1he entire study was based on the hypotheses that the customers do not consider the factors like cleanliness, brand image, (uality and variety of goods, pro#imity, convenience, pricing, service (uality etc. 1he information collected was analy2ed using appropriate statistical tools like chi*s(uare analysis and factor analysis. "rom the analysis of the information gathered, it was found that 1he factors that influence the customers in choosing a supermarket are the (uality and range of the goods, prices at the store, level of comfort and other factors like service level, atmospherics etc. -t was also found that customers look for the nearest store or super market available, with low prices and the discounts, fresh and (ualitative goods with a lot of variety. "rom the findings of the study, it can be derived that -ncreasing number of people started to prefer supermarkets as they are one stop solution for all the "MCG goods and others. Ruality of goods, the pricing methods, their location and the service levels are the important factors that influence the consumer preference, so the supermarkets should take these factors into primary consideration. Moreover, the supermarkets should be located in the areas of residence and offer home delivery services also to provide easy access to the customers as this is main factor influencing the customer preference.

BIB)IOGRAPHY H. 3an0it /umar, 3esearch Methodology, +)GE 5ublications &td, DF*6ec*CDHD C. )tul /r. +harma, Consumer :ehaviour, Global 7ision 5ublishing 'o, DH*4an*CDDO @. C.&. 1yagi, )run /umar, Consumer :ehaviour, )tlantic 5ublishers K 6ist, DH*4an* CDDN ;EBSITES: http:??www.marketingIH.com?factors*affecting*consumer*buying*behavior? http:??www.marketingIH.com?steps*in*consumer*decision*making? http:??www.chillibree2e.com?articlesVvarious?"ood*3etail*industry.asp http:??en.wikipedia.org?wiki?+upermarket http:??www.futuregroup.in? http:??en.wikipedia.org

ANNEEURE31 9UESTIONNAIRE D"&ogr#p.ic+: i% ii% iii% iv% v% vi% )ge:VVVVVVVVVVVV a. HE*CEyrs a. Male b. CE*@Eyrs b. "emale c. @E*NEyrs d. )bove NEyrs GenderVVVVVVVVVVVVVVVVVVVV 3esidenceVVVVVVVVVVVVVVVVVVV RualificationVVVVVVVVVV a. .ndergraduateb. Graduate <ccupationVVVVVVVVVVVV a. +tudent a. :elow H d. @*E +ection -: C. 'ave you e#perienced shopping at super marketU a.;es b. Bo b. 'ouse wife b. H*C e. E*F c. Employee c. C*@ f. )bove F d. :usiness )nnual income $in lakhs%VVVVVVVVVVVVVV c. 5ost Graduate d. <thers

@. 9hich of the following super markets have you shopped atU a.'eritage e. "ood world b. 3eliance "resh c. More.. d. +pencers e. <thers $please specify VVVVVV%

N. 9hich supermarket do you shop at mostU a.'eritage e. "ood world b. 3eliance "resh c. More.. d. +pencers e. <thers $please specify VVVVVV%

E. 9hy do you choose to shop at your preferred supermarketU b. Ruality of the goods b. &ocation c. &ow prices d. +ervice

O. 6oes your super market provide special offers or discounts for regular customersU b. ;es b. Bo c. 6ont know

M. 9hich is the most influential factor in choosing a super market according to youU b. Ruality e. )tmospherics S"ction II: 5lease indicate the level of agreement and disagreement on each of the following statements. F. - prefer to shop at the store that is clean and tidy i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree b. Convenience e. 5roducts range c. 5ricing f. <thers $please specify VVVVVV%

I. - prefer a super market of well*known brand i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

HD. ) lot of variety in the goods helps me to shop better i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

HH. - feel convenient to shop at the nearest store i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

HC. "resh and (ualitative products is what - look for in a super market i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

H@. - consider low prices and discounts in choosing a super market i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

HN. - wish to shop at a super market with good service level i% +trongly agree ii% )gree iii% Beither agree nor disagree

iv% 6isagree

v% +trongly disagree

HE. - prefer e*shopping when -m busy i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

HO. - would try out a new store if recommended by my family or friends i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

HM. - would go to those supermarkets which give me more promotional offers i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

HF. +taff eti(uette is a considerable aspect in choosing a super market i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

HI. 'ome delivery facility is of most importance for convenience in shopping i% +trongly agree iv% 6isagree +ection ---: CD. ;our preferred super market is up to the mark in all the above factors. i% +trongly agree iv% 6isagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree ii% )gree iii% Beither agree nor disagree v% +trongly disagree

CH. +uggestions pleaseWW VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV VVVVV

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