A PROJECT REPORT ON MARKET RESEARCH OF VEGETABLE BUYING BEHAVIOUR AT RETAIL FORMAT SUBMITTED BY :GROUP C SECOND YEAR M.B.A.

2007-2008 SUBMITED TO :K.S.SCHOOL OF BUSINESS MANAGEMENT, GUJRAT UNIVERSITY, AHMEDABAD

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NAME OF GROUP MEMBERS

ROLL NO. 2002 2007 2015 2017 2020 2022 2031 2034 2051 2065 2108 NAME NISHIT V. BALLU NI HINA R. CHAVDA HEMANT K. JADAV RIMA N. HIRANI KHYATI N. JANI PAYAL A. KHAMAR RAHUL NARIGARA JIGISHA S. PANCHAL PRATIK D. PRAJAPATI DARSHAK B. SHAH MONA B. PANCHAL

SIGNATURE: ____________________ SIGNATURE DATE: ____________________

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INDEX

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SR.NO. CONTENTS

PAGE NO.

1)
ACKNOWLEDGEMENT

4 6
PREFACE INTRODUCTION INDUSTRY TO SERVICE

2) 3) 4)
HISTORY OF RETAILING

8 10 19

5)
COMPETITIVE SCENARIO

6)
7 Ps OF MARKETING

25 54
MARKET RESRARCH

7) 8)
ANALYSIS OF CONSUMERS SURVEY

59 87
DEALERS ANALYSIS

9) 10)
SWOT ANALYSIS

90 97
SUGGESTIONS

11) 12)
LIMITATIONS

100 102
BIBLIOGRAPHY CONCLUSION ANNEXTURE
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13) 15) 16)

104 106

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Any single work is product of efforts, guidance and blessing of many people. For our project this statement is also equally true. We would like to express our sincere gratitude to the K.S.School of business Management for introducing the project work in our curriculum. Ships are safe at harbour but they are not meant for that purpose Through this acknowledgement we would like to express our sincere gratitude towards all those people who greatly contributed in our project work. Being M.B.A students projects report stands as Another feather in a cap with M.B.A degree. We are greatly thankful to our director Mrs.Sarla Achuthan and K.S.School of Business Management for giving this valuable opportunity. Words are insufficient to express our gratitude to our faculty guide Mrs.Bindiya Pathak for giving us best guidance for Market Research. Under her supervision, we prepared our project in a most appealing manner. And particularly, we received encouragement from Mrs.Rachna Gandhi. We are also thankful to Mrs. Mala Sheth for teaching us the first step of marketing management. Continuing our thanks, we are thankful to our colleagues without their cooperation, this project could not have reached to its destination.

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Last but not least, special thanks to all those persons for spending their valuable time in giving us guidance and suggestion for better project work.

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Experience is the best teacher This proverb is really proven right as this project has given us the rich experience of learning various theoretical concepts of management testing its linkage with the business markets. Knowledge in itself is a continuous process. Getting practical knowledge is an important thing for existence for any business concern. In a competition prevailing in an industry. Total awareness is the most vital thing. Working smarter seems to be as important as working harder and longer. Hence practical exposure at a bachelor of business aspects. This practical training develops awareness among the management students about the difficulties and challenges in the business world. Apart from this, we gain many other benefits like developing communication skills, undertaking and changing business service and customer preference. The survey on VEGETABLE BUYING BEHAVIOUR AT RETAIL FORMATES has also given us a chance to get along as a term which is much required in the

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process time as the organization increasingly value team cohesiveness. We have tried our best to present this project report based on our finding from the survey.

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India is moving increasingly towards a service economy. Services are activities or benefits that one party can offer to another that are essentially intangible and do not result in the ownership of anything. During a past decade services have increasingly assumed an important role in the Indian economy. The services provided by the retail formats are labour incentive but not at the cost of low productivity. When a good is purchased, something tangible is acquired, something that can be seen, touched, perhaps smelled or worthservices are consumed but not possessed the absence of tangible features means that it is difficult for the sells to demonstrate or display survival and consumption therefore dictates that production and marketing are highly integrated process. Services are relatively intangible, produced and consumed simultaneously and often less standardized than goods. Different service industries are as follow: Retailing Banking Insurance Restaurant Hospital Transportation

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What is retailing?
The word retail originates from a French-Italian word retailer someone who cuts off or sheds a small piece from something. Retailing is the seer of activities that markets products or services to final consumers for their own personal; or household use. It does this by organizing their availability on a relatively large scale and supplying them to customers on a relatively small scale.

What drove the retailing in India?

India is currently in the second phase of the retail evolution with domestic customers becoming more demanding with their rising standard of living and changing lifestyles. Change in customers focus from just buying to board shopping ( buying, entertainment and experience ) has led to a pick-up in organized formats of rating. Unavailability of quality retail space has been one of the main constrains for development of organized formats in India. In the past negative yield on leased properly and lack of bank funding due to unorganized property market resulted in the country.
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Pro-active steps taken by the government permitting use of land commercial development in various cities, including Mumbai, Delhi have also contributed to increased availability of retail space in the country. Availability of retail space is expected to increase further whenever properly funds and investment trusts are permitted which will help to create a secondary market for real estate in the country. Consumerism and brand proliferation also enhanced organized retailing in the country. Most of the worlds leading brands including like LOreal, Espirit, Louis, and Vuition etc. are now present in India. Another factor that accelerated the growth of organized retailing is media proliferation. Increased advertisement and brand promotions have led to a growing consumer spending across a wide range of product categories. As the retail marketplace changes shape and competition increases, the potential for improving retail productivity and cutting costs is likely to decrease. Therefore it will become important for retailers to secure a distinctive position in the marketplace based on value, relationships or experiences.

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Retailing in India
Challenges and hurdle
How to cope with the challenges
The retailers in India have to learn both the art and retailing. The best way to learn is to understand how retail in other parts of world are organizing, managing, coping up, and with challenges offered by retailing.

a) Retailing format:
There are no standard retail formats used retailers; each of them has evolved their distinct identity over a period of time. The focus should be on innovation and being different. Moreover the format is also dependent on the type of retail outlet i.e., supermarket department store, specialty store or the premium store. Use innovative retail formats to enhance shopping experience. Incorporate eating out and entertainment options in retailing. Focus on basics like convenience but do not ignore ambience.

b) Retail marketing:

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Marketing again is different in the context of retail as it revolves around the in store activities for example merchandising, point of sales material, promotional and discounts etc. Stock a wide variety of popular brands but start building store brands too. Build loyalty by identifying regular shoppers and offer benefits to them.

Track and offer segment customers, and focus on managing high value customers. Use advertising, promotions, net, email and tele-shopping to drive customers to your stores.

c) Retail management:
Being a complex process, understanding and managing each process is the key to success, use of IT in managing the integrated retailing is assuming greater importance. Monitor customer needs and adapt the retail experience to suit them. Use IT to enable front and back office applications to up efficiency. Build an IT enabled network with marketers to exchange information. Use customer level information to drive harder bargaining with retailers.

Traditional retail scene in India

India is the country having the most unrecognized retail market. Traditionally the retail business is run by the Mom & Pop having shop in the front and house at the back. The pricing was done on ad hock basis or by seeing at the face of the customers.

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Generally the account of trading is not mentioned separately. The manufactures were to distribute and wholesalers to end users. Selling prices were largely not controlled by manufacturers. Branding was not an issue for majority of the customers. Weekly bazaar in many small towns was held and almost all the commodities were on the scene including live stock. Bargaining was the unwritten law of market. Education qualification level of these retailers was always low. Hence market was controlled by handful of distributors and wholesalers virtually there were only one format of retaining and that was mass retail. Impulsive buying or consumption is restricted to good vegetable etc. having extra pair trousers. Leisure wear is till date is a luxury for majority population except for those living in metros. In the coming time also majority of organized retailers will find it difficult to keep balance with rest of unbranded retail market which is very huge. There were 4 gears 1st gear - create awareness 2nd gear meet customers expectations 3rd gear back and management 4th gear consolidation The next effort should be to encourage retailers to make some investments in improving the interiors of their respective establishment to make shopping an enjoyable experience for the customer.

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Scenario of index in India

Retailing is the most active and attractive sector of last decade, while the retailing industry itself has been present since ages in our country. The more to do with the increased purchasing power of buyers especially post-liberalization increase in product variety and increase in economies of scale. Though there are many opportunities to start a new retail business.

Present Indian scenario

Unorganized market: Organized market: Rs.58300 crores RS.5000 crores

Over 4000 new modern outlets in the last 3 years. Over 5000000 square feet of mall space under development. The top 3 modern retailers control over 750000 sq. feet of retail space Over 400000 shoppers walk through their doors every week. Growth in organized retailing on projection of last 5 years On course to touch 35000 crores (us $ 7 billion)
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Retailing in India: A long way to go

South India particularly Chennai, Hyderabad and Bangalore have seen emergence of large format stores but are nowhere close to retailers in USA like wall-mark, k-mart or premium departmental stores like Avenye or Macys or even specialty stores like IKEA for furniture and circuit city for consumer electronics. The following are the factors development of retail industry in India:responsible for

Rising income and improvement in infrastructure are enlarging consumer markets and accelerating the convergence of consumers tastes. Liberalization of market for consumer good thus helped the MNCs brand to make in roads into India markets by offering wide range of choices to Indian consumers Kellogg, P&G, Unilever, nestle etc. Reduction of custom duties of CE, personal care dairy products etc. Shift in consumer demand to foreign brands, Mac Donald, Sony, Panasonic etc. Internet is making consumer more accessible. Reach of settled TV channels which are helping in creating awareness about global products for local markets.

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Challenges of retailing
Retail management is a relatively new discipline in India; it is not marketing by another name. The most important difference is that where marketing has the classic 4 Ps (product, promotion, price and place) in retailing a fifth P, people is added which is critical. They are critical to a service business like retailing both an employee who execute the business and the customers with whom retailers must interact. The following are the key challenges of retailing:

Large transaction:

retailers need to handle smaller transactions in large number and still be able to make money.

Lowest pricing everyday:

A key to success for many retailers is the ability to attract customers by offering low price guarantee. Creating enthusiasm among customers on continuous basis by offering attractive sales problem and discounts.

Handling large inventory:

Retailers have to deal with products, across 50-60k SKUs. (Stock keeping units)

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Consumer behaviour: - Retailers have to understand how

customer behaves, how they shop, what they want and when?

Location: - Retailing is all about location where sufficient

parking space is available besides being close to shopping mall. Use of information technology (IT) in developing a supply chain and interacting all the retailing processes from procurement to after sales.

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Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India. Reliance plans to invest Rs 25000 crores in the next 4 years in their retail division and plans to begin retail stores in 784 cities across the country. The Reliance Fresh supermarket chain is RILs Rs 25,000 crore venture and it plans to add more stores across different g, and eventually have a pan-India footprint by year 2011. The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian products. Besides, the stores would provide direct employment to 5 lakh young Indians and indirect job opportunities to a million people, according to the company. The company also has plans to train students and housewives in customer care and quality services for part-time jobs. Reliance Fresh recently (24th Jan, 2007) opened several "Fresh" outlets in Chennai, New Delhi, Hyderabad,Jaipur, Mumbai, Chandigarh, Ludhiana increasing its total store count to 40. Reliance is still testing its retail concepts by controlled entry beginning in the southern states According to Deccan Herald, the company is planning on opening new stores with storesize varying from 1,500 sq ft to 3,000 sq ft, which will stock fresh fruits and vegetables, staples, FMCG products and dairy products. Each store is said to be within a radius of 12 km of each other, in relation to the concept of a neighbour store. However, this is only the entry roll-out that the company has planned. Bangalore is said to have 40 stores in all by the end of the year. In a dramatic change due circumstances prevaling in UP, West Bengal and Orissa, It was mentioned recently in News Dailies that, Reliance Retail is moving out stocking. Reliance Retail has decided to minimise its exposure in the fruit and vegetable business and position Reliance Fresh as a pure play super market focusing on categories like food, FMCG, home, consumer durables, IT, wellness and auto accessories, with food accounting for the bulk of the business. The company may not stock fruit and vegetables in some states, Orissa being one of them. Though Reliance Fresh is not exiting the fruit

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and vegetable business altogether, it has decided not to compete with local vendors partly due to political reasons, and partly due to its inability to create a robust supply chain. This is quite different from what the firm had originally planned. When the first Reliance Fresh store opened in Hyderabad last October, not only did the company said the stores main focus would be fresh produce like fruits and vegetables at a much lower price, but also spoke at length about its farm-to-fork theory. The idea the company spoke about was to source from farmers and sell directly to the consumer removing middlemen out of the way. Reliance my exit some businesses If the businessdoes not increases by March 2008.

R.Subramanian is an entrepreneur and started a retail chain called SUBHIKSHA. There were not many entrepreneurs in India. For the name of the company, they looked at all sorts of names and finally they chose the Sanskrit word subhiksha (prosperity) because it reflects the Indian ethos and it is a word that can be understood all over in India. What they were trying to do was different from the western model; their model is truly Indian. Their theme was, WHY PAY MORE WHEN YOU GET IT FOR LESS AT SUBHIKSHA. In March 1997 they open their first store in Thiruvanmiyoar in Chennai with an investment of around Rs.4 to 5 lakh. In the first year they opened ten stores in Chennai. They also started selling medicine at a discount. Medicine retailing is more of service than business for them. Of course it is good business for them too. But their main motto is SERVICE By March 1999 they started expanding rapidly from 14 stores; they expanded to 50 stores by June 2000. In the next 2 years they had 122 t0 130 stores across Tamilnadu. Another big thing was in 2000 ICICI venture invested in their company.

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They decided to look at every part of India which is significantly literate and is a significant consumption market. In 2004-2005 they decided to have 420 stores in places like Gujarat, Delhi, Andhra, Karnataka and Mumbai by 2006. They are already Indias largest chain store with 500 plus stores. They planned to have 1000 plus stores by the end of this year.

Big Bazaar is a chain of department stores in India, currently with 75 outlets. It is owned by the Pantaloon Retail India Ltd, Future Group. It works on the same economy model as Wal-Mart and has considerable success in many Indian cities and small towns. The idea was pioneered by entrepreneur Kishore Biyani, the CEO of Future Group. Currently Big Bazaar stores are located only in India. It is the biggest and the fastest growing chain of department store and aims at being 350 stores by the end of year 2010.

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What started as a humble one store enterprise in 1986 in Kolkata(erstwhile, Calcutta) is today a conglomerate encompassing 82 showrooms in 56 cities. Indias first hypermarket has also been opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts of the singe largest collection of goods and commodities sold under one roof in India.

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The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr.Ram Chandra Aggarwal . The group had of turnover Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007 The groups prime focus is on retailing. The Vishal stores offer affordable family fashion at prices to suit every pocket. The groups philosophy is integration and towards this end has initiated backward integration in the field of high fashion by setting up a state of the art manufacturing facility to support its retailendeavors. Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price ranges. The showrooms have over 70,000 products range which fulfills all your household needs, and can be catered to under one roof. It is covering about 18.6 lakh sq. ft. in 18 state across India. Each store gives you international quality goods and prices hard to match. The cost benefits that is derived from the large central purchase of goods and services is passed on to the consumer.

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Competition levels
1) Brand competition:A company does its competitions as other companies offering a similar product and services to the same customers at similar prices. Like Reliance fresh, Subhiksha, Big bazzar, Tru mart, Vishal mega mart etc

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2) Industry competition:A company sees its competitors as all companies making the same product or class of products. All retail formats in vegetable are in direct competition. 3) Form competition :A company sees its competitors as are companies manufacturing products that supply the same services. As example, vegetables from local vendors. Generic competition:It is the level of competition where marketers fight for consumers wallet. Eg. The amount in which consumers can purchase wheat, pulses, chocolates, rice etc.
3)

COMPETITION LEVEL CHART

BRAND COMPETITION

Reliance fresh Subhiksha Big bazaar Tru mart Vishal mega mart
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GENERIC COMPETITION

INDUSTRY COMPETITION
COMPETITION LEVEL FOR VEGETABLES AT ORGANISED RETAIL FORMATS

Wheat Pulses Food packet Rice

All the retail formats in vegetable are in direct competition.

FORM COMPETITION

Vegetables from local vendors

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Vegetables

The product is very important factor of marketing exchange. The product should be such that it satisfies the customers need and wants. Products that are marketed include physical goods, services, experiences, event, persons, places, properties, organization, information

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and ideas. It is said that Product is a key element in the market offerings.

Kotler has identified 5 levels of a product which are as under:

Basic product Augmented product Expected product Core benefits

Core benefit:
The most fundamental level is the CORE BENEFIT. The fundamental benefit or services that product

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provides to customers. It basically includes core ingredients of the product. Vegetable: it should be fresh. Organized retail format: get all the varieties of vegetables and fruits under the one roof.

Basic product:
In this level the marketers task is to convert core benefit into basic needs. At this level a marketer focuses on the basic needs of the customers and then he takes action to satisfy the same. Vegetable: the basic product here is vegetable itself. Organized retail format: the basic product is fresh and qualitative vegetables.

Expected product:
At this level the marketers introduce an expected product and conditions that buyers normally expect while purchasing the product. Vegetable: it should be economic. Organized retail format: the expected product is available at reasonable price, as well as it should be available in appropriate quantity, eco friendly carry beg to carry vegetables.

Augmented product:
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At the 4 th level the marketers prepare an augmented product that exceeds customers expectation. The customer feels happiness with surprise by the product. It includes features like Guarantees and Warranties after sales, service, delivery, points for members, customer education and training, payments options, replacement or return policy etc. Vegetable: it should be organic. Organized retail format: the augmented service is availability of fresh vegetables at any time. The availability of cutting vegetables is also an important factor.

Potential product:
At the 5 th level stands potential product with encompasses all the possible augmentations and transformation the product might undergo in the future. Innovative ideas of the marketer play an important part to put the product in this stage, Vegetable: it should be hygienic. Organized retail format: Sectional arrangement especially for their people, purchase of vegetables on phone facility is also fall in it.

The present era is of globalization so it is possible to exchange the vegetable on the world wide scale. So nowadays the

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varieties provided by retail sectors in case of vegetables have been increased. So the customers get more of varieties. Even in a product like potato, customers may find 4 to 5 categories based on quality & economy. In the end we can say that in vegetables more & more varieties are introducing by retail sector which leads to the greater level of satisfaction & higher living standard of the people.

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Price represents the quantity of money. Price is the most important elements in determining market shares and profitability. Price is the important factor which is operated as measure determinant of buyers choice. Price also communicates to the market. The companys value is positioning of its product or brand. Price is a major factor that relate with the customers satisfaction. Its a duty of a marketer to charge reasonable price. Moreover price should be always matched with the quality. If it is not so than customers may be dissatisfied and may switch over to the competitors. In the end we can sum up that price depends upon quality and also features of product. Vegetables are the basic and essential need of people so it should be available at every place and at reasonable price. Vegetables are the thing which is consumed by every class of people. People generally use vegetables in their routine life and thus it is part of their budgeting. Traditionally people buy the vegetables from vendors only. But now days we found many retail formats coming with fresh vegetables selling business. Retail formats are applying value pricing method in which they ask the value of products and accordingly price is kept. The retail formats main aim is to sell fresh vegetables in the market. In the retail format customer get the vegetables at a fixed price so no question arises for bargaining. Consumer changes their buying behaviour from one retail market to other retail market if they found vegetables very costly or not affordable. It is so because price is a thing that generally changes ones mindset of from where to buy?

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PRICE AT ORGANISED RETAIL FORMAT:

Here we have shown different prices of vegetables of different retail markets. However it is important to note that these prices do not remain same through the year.

Vegetable Subhiksha Trumart Onions Potatoes Tomatoes Ladies Fingers Capsicum Spinach Cucumber Total: Price Index 7.50 8.50 8.00 17.00 31.00 9.00 15.00 88.50 100 8.00 9.50 8.00 24.00 30.00 8.00 16.00 95.50 108

Big Bazaar 8.00 9.50 8.50 16.00 30.00 13.00 20.00 97.00 110

Reliance Fresh 7.70 8.75 7.25 22.00 47.80 10.00 15.00 110.80 125

Star Bazaar 7.69 9.00 7.15 21.90 55.96 11.00 14.90 119.91 135

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This marketing mix deals with the decision about the manufacturing place, distribution network consisting of dealers etc. Place is key marketing mix tool which tends for the various activities. It is an important element to attract the customers. Customer feels comfortable at a good place. A producer needs to select appropriate place for manufacturing a product in such a way that it fulfill the criteria of availability to the prospective and present buyer.

Location:
This is the prime factor in determining the success of the retail chain. As the vegetables are basic need of people, it is necessary that retail format should be located at different place and in more numbers so as to cover the maximum individuals demands. Present scenario in Ahmedabad is very good and there are many retail formats in Ahmedebad covering different area.

Location preference:
Retailers try to cater to their target market with strategically located outlets. As nearness is considered as the major factor while purchasing the vegetables, retailers have opened their outlets in many residential areas.

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Distribution Channel:
Distribution channel followed by retailers in case of vegetables is as follows:

Farmers
CFA

(Carrying and forwarding agent)

LOCAL WAREHOUSE RETAILERS

Inventory:
As far as the retailers are concerned, inventory is checked frequently as it is perishable in nature.

Transport:
Most of the retailers use their own mini trucks to transfer vegetables from warehouses to different outlets.

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Promotion is a term taken from Latin word promovere that means moving from one to one and to another. In marketing, promotion means all those tools through which a marketer communicates its product to the consumer. A thing becomes familiar if it is promoted well by the marketer. A marketer can use any of the following four tools. 1) Advertising 2) Sales promotion 3) Public relation 4) Personnel selling

ADVERTISING:
There are mainly 2 types of advertisement: Informative advertisements: Informative advertisements are those from which the consumer sets information of the products or service and other knowledgeable things. Influencing advertisements: This kind of advertisements influences the customers to buy the product or service.

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Tools of advertising:

Advertising

Print media
News paper Magazines

Visual media
Television Hoardings

Effective advertisement programme:

Advertising should have positive effect on contact personnel. It should make the service offering easily be understood. It should provide tangible clues to customers. It should contribute to the continuity. It should promise only what is possible.

Advertising offers reasons to buy

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Organized Retail Format:

Retailers use following advertising tools to market the vegetables. Vegetables are marketed more by print media than visual media. Most of the retailers market vegetables by providing Pamphlets regarding the price of the vegetables, Current offers, address of the different locations etc.

Newspaper is considered as very important tool by the different retailers. Subhiksha, tru mart often advertise through the newspaper.

Apart from this, retailer like subhiksha also uses television or radio to market the vegetables.

SALES PROMOTION:
Sales promotion means the technique to attract the customers by different schemes and ideas of the marketer. Example Festival discount offers Off-season sales Different scheme

Sales promotion offers an incentive to buy

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Organized Retail Format:

Retailer like Big Bazaar keeps the price low on Wednesday to attract the customers. Most of the retailers provide some items of vegetables at low price on a particular day. However this is not advertised and thus this benefit can be taken by those customers who visit the retail format.

PUBLIC RELATION:
Public relation involves a variety of programmes assigned to promote or project a companys image or individual products. Public relation includes the following things.

Good relations with the customers Fulfill their demands Keep them loyal to the company

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Organized Retail Format:

Most of the retailer provides membership cards to the customers and they provide special discount or point system to them. Some retailers reward their customers who have filled up the feedback form.

PERSONNAL SELLING:
This involves selling of the production with the help of a salesman to its customers. This is very useful because a salesman can remove the queries and the doubts of the customers regarding the products. Moreover as the explanation given face to face it is more helpful in case of convincing customers then advertise.

Organized Retail Format:

This promotion strategy is not generally followed by the retailers.

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Internal

Marketing

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Investing in peoples qualities in service business means investing in product quality Origin of the concept:
Judd, in 1087, came out with another P people. His argument was it is the employees of an organization, which represent the organization to the customers. If these employees are not given training in how to go about face-toface customer contact, the entire marketing effort may not prove to be effective. He went further by recommending that people power could be formalized, institutionalized and managed like the other 4Ps as a distinctive component of the market-mix and consequently as an element of an organization marketing or business plan.

Role of the Staff

Consumers make judgment and deliver the perception of the service based on the employees. Staff should have the

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appropriate interpersonal skill, aptitude and service knowledge to provide the services that customers are paying for. Thus if the employees are satisfied, they remain enthusiastic while performing their duties and while interacting with the customers. That is why HR managers take an important role in organization. In the essential ingredient to any service provision is the use of appropriate staff, recruiting the right staff and training them appropriately in the delivery of the service. Moreover the satisfaction of the organizations staff leads to higher profitability of the organization.

Organized Retail Format:

Employee Code of Conduct: Retailers have conveyed the message to their employees that they are doing job and are also social with many consumers. Their attributes and communication should be up to the mark. They are friend as well as guide of the customers. Employees of retail format: Employees at retail format are found with unique dress code. They also help the customers and respond to their queries. They keep on checking the vegetables and arrange it properly.

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Behaviour of the staff reflects the picture of the company.

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A physical object is self-defining and therefore the marketing task in service industries are defining for the service what the service cant define for itself. Though a customer cant see a service but definitely he can see various tangible clues of the service-offer like facility, communication material, object, employees, other customers, price etc. On the basis of his perception on the tangible clues the customers make purchase decision. These clues might be both intended and unintended once and therefore managing evidence is integral to the service. Many
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service marketers give more emphasis to issue like exterior of building, office furniture, layout, colour of interior and even carry bag, cash memos, labels etc. The 3 elements of service evidence are as follow. Environment Communication Price

These 3 elements of service evidence are not mutually exclusive, rather they influence each other.

Logo and Image:

Logo is very useful for any brand to differentiate the product. Design and colour creates separate identity or image in the minds of the customer.This image and logo has its own Life in the minds of the consumers.

Organized Retail Format:

Different retailers use the logo which are as under..

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Physical environment:
Physical environment on the basis of the following 3 factors AMBIENT FACTORS Aui quality Quality scant Degree of circulation DESIGN FACTORS Flower pots Architecture colour scheme Functional dimensions of design in terms of layout comfort SOCIAL FACTORS

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 Appearance Behavior and number of service personnel. Quality and quantity of other competitors

Organized Retail Format:

Proper lighting factor is considered very important by most of the retailers.

Proper cold storage facility for vegetables is given prime importance by retailers. Retailers also pay attention towards proper labeling regarding the price, name of vegetable etc. Arrangement of vegetables is also taken as an important factor by retailers.

Clean environment is also taken into consideration so as to create good image in the minds of the consumers.

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Any service process is a combination of both complexity and divergence. In service sector, when there is no tangible product, the operation management is interactive that it would deliver the service benefit. Without sound process management, balancing service demand with service supply is extremely difficult.

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In case of vegetable service at retail format branch offices get quickly delivery of vegetables as per the customers demand. They also provide facility of different varieties of vegetables, seasonal as well as non seasonal.

AREA OF OPERATION
Process planning and control Operational planning Design Scheduling Inventory planning and control Quality control Forecasting and long term planning

Organized Retail Format:

Marketers in service industry process can not design a tool that can substantially increase in their impact and roll in marketing of their service.

A systematic and in some way unique process or procedure is carry on by retailers to finish up with the task of deliver the vegetables to their destinations.

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What is Research?
Market Research means to study or analyze the factual data of a particular product of the market.

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Market research is the function that links the customer and public to marketer through information that` is used to identify and define marketing opportunities and problems, define and evaluate marketing actions, monitor marketing performance and improve understanding of marketing as a process.

Effective marketing research involves following steps 1. 2. 3. 4. 5. 6. Define the problems and purposes. Develop the research plan Collect the information Analyze the information Present the findings Make the decision

1. Define the problem and purposes

Market research is undertaken to achieve particular objectives. Some research can be exploratory, descriptive or causal. The first and famous objective of conducting a research on vegetable buying behavior at organized retail formats was to find out awareness level of various retail formats and what

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percentage of people who actually purchase or buy from that retail format and due to which reason.

2. Develop the research plan

Sampling plan
After deciding on the research approach and instruments, the marketing researcher must design a sampling plan. This calls for three decisions.
1)

Sampling unit:-

Who is to be surveyed? The marketing researched must define the target the marketing researcher must define the target population that will be sampling. We have done the survey of housewives, business man, professionals, students etc. we have covered the respondents of all the groups

2)

Sample size: -

How many people should be surveyed? We decided to do the survey of 2000 people and we got 100% response.

3)

Sampling procedure: -

How should the respondents be chosen? To obtain a representative sample, a probability sample of

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the population should be drawn. Accordingly to us every member of the population has an equal chance of selection so we did simple random sampling.

Contact method
Once the sampling plan has been determined the marketing researcher must decide how the subject should be contacted through mail, telephone, personal, or online interview. Our survey is based on personal contact because personal interviewer the most versatile method. The interviewer can ask more questions to respondents.

3) Collection of information
The next step is the collection of data. There are two sources for it.

Sources of data:
Primary Secondary

] Primary source:
Customers and dealers.

Secondary source:
Magazines, Newspapers, Internet, Reports.

3. Findings:

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This is the last step where the findings of the data have to be presented in a proper and easily understandable manner. For this purpose we have formed written conclusion used various types of diagrams that is column chart, pie chart, bar chart, pyramid diagram etc

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GENDER MALE FEMALE TOTAL

NUMBER OF RESPONDENTS 557 1443 2000

GENDER

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Gender
72.15%

27.85%

female male

We surveyed around 2000 people of Ahmedabad city. Out of these people around 28% were males and 72% were females. These respondents are selected randomly.

AGE GROUP

AGE GROUP Below 25 25 to 35 35 to 45 Above 45

VENDORS RETAILER 53% 25% 17.% 5% 47% 20% 31.% 2% Page 63 of 117

Age group
60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Customres Below 25 25 to 35 35 to 45 Above 45

This graph shows different age groups of our survey. We tried to cover people from almost all the age groups. It is relevant from the chart that the respondents with age group between 20-35 are more.
OCCUPATION ( % ) Business Service House wife Profession Student Any other 5 10 54 6 24 1 Page 64 of 117

OCCUPATION

MONTHLY HOUSEHOLD INCOME

INCOME Below 10000 10000-20000 20000-30000 Above 40000

(%) 40 42 11 7

OCCCUPATION
60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% %
Business Service House w ife Profession Student Any other

People belonging to different occupations were surveyed. Out of our survey of 2000 people, major respondents were of Housewife. This shows that out of the all occupation people the major part of vegetable purchaser is covered by housewives

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MONTHLY HOUSE HOLD INCOME

50.00% 40.00% 30.00% 20.00% 10.00% 0.00% % Below 10000 10000-20000 20000-30000 Above 40000

This graph shows people of different income groups. We tried to find out which income class buy the vegetables more. Prices play a significant role in service industry. People, who are spending their hard earned money, also expect the best services in return.

MONTHLY HOUSEHOLSD EXPENDITURE

EXPENDITURE Below 500 500-1500 1500-3000 Above 3000

(%) 25.51 59.6 12.83 2.08 Page 66 of 117

Mothly household expenditure

60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

Below 500 1500-2500 1500-3000 above3000

As per our survey, we have found that nearly 60% of the people have the tendency to spend Rs. 500-1500 monthly on vegetables. FREQUENCY OF PURCHASE

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FREQUENCY Daily Weekly Alternatively As per the need

(%) 45 18 16 11

Frequency of purchase of vegetable

50.00% 40.00% 30.00% 20.00% 10.00% 0.00% %
Daily Weekly Alternatively As per the need

As per our findings we have found that majority of people are buying vegetables on daily basis followed by as per need and alternatively and weekly

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AWARENESS

AWARENESS YES NO

(%) 71.67 28.33

Awareness about retail format

Yes 71.67%

No 28.33%

Around 70% of people are aware about retail format. This shows that retail formats have created good mindshare of people. Because it is a recent phenomenon it will take some time to cover entire 100%.

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FROM WHERE DO YOU BUY?

WHERE DO YOU BUY? Retailer Vendor

(%) 38.50 61.50

From where do you buy the vegetables?

Retailer 38.5% Vendor 61.5%

As per our observation 70% of the people are aware of retail formats but because of some hindrances like nearness, price only 35% of the people are buying from retailers and 65% buying from vendors.

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PURCHASE IN CASE OF INCREASE IN PRICE

OPINION YES NO

(%) 43.25 56.75

Would you like to continue purchasing even if retailer increase price?

43.25% No Yes 56.75%

Yes No

We have found that at the current prevailing price the respondents are satisfied. If the retailer will increase the price customers will shift to vendors or other retailers. Retailers have to provide vegetables at competitive price.

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ORGANISED RETAIL FORMAT

ORGANISED RETAIL FORMATS Reliance fresh Subhiksha Big bazaar Vishal mega mart Star bazaar D-Mart Tru-Mart National handloom Other

CUSTOMERS 36% 28% 15% 9% 5% 3% 1.5% 1.5% 1%

ORGANISED RETAIL SECTORS

Reliance fresh Subhiksha
40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% customers

Big bazaar Vishal mega mart Star bazaar D-Mart Tru-Mart National handloom Other

As per the observation more than 50% of market has been captured by Reliance fresh and Subhiksha followed by Big bazaar, Vishal mega mart, Star bazaar and Tru mart.

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SOURCE OF INFORMATION

SOURCES Media Website Hoardings Friends & relatives Any other

CUSTOMERS 34.29% 5.58% 19.35% 39.74% 1.04%

H o w d id y o u c o m e to k n o w a b u o t th is r e ta ile r ? O th e rs 1 .0 4 % 3 9 .7 4 % 1 9 .3 5 % 5 .5 8 % 3 4 .2 9 % F ri e n d s & re la ti v e s H o rd i n g s W e b s i te M e d ia

As

per

the survey we have seen that word of mouth has powerful effect on customers. Apart from this retailers are communicating through Media, different Newspapers which have also great effect on consumer buying behaviour.

BASIS OF PAYMENT

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MODE
CASH PLASTIC

(%)
89 10.11

On which basis do you make payment?

100.00% 80.00% 60.00% 40.00% 20.00% 0.00% Cash Plastic money 89.00% 11.00%

Credit cards are the new concept and most people are habituated to make payment on cash basis for purchasing the vegetables. Mostly they are purchasing vegetables on daily basis. On an average they purchase vegetables of Rs. 20 to 25 and for this small amount they are not willing to use credit cards. But with the passage of time they will use it. PREFRENCE FOR HOME-DELIVERY

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OPINION YES NO

( %) 66.46 33.54

Do you prefer the facility of home delivery?

Yes 66.46%

No 33.54%

As per the observation, we have found that if the retailer provide the facility of home delivery people are ready to accept it. Though, only for vegetables people are not using the facility of home delivery.

MEMBERSHIP-CARD

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MEMBERSHIP-CARD YES NO

(%) 35 65

Do you have any membership card? YES 35% No 65%

Now a days retailers have come with new strategy i.e. membership card. They are providing membership card and prevailage card to the consumers who purchase within their decided limit. It is a good strategy but as per our survey we have found that only 35% of respondents are using it.

RECOMMENDATION TO FRIENDS

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MEMBERSHIP-CARD YES NO

(%) 87 13

Would you like to recommend your friends?

100.00% 50.00% 0.00% Yes No

Respondents who are buying from the retailers, out of these 86.75% respondents are ready to recommend about to their friends and relatives. It shows a good opportunity for the retailers as word of mouth strategy is more effective.

REASONS FOR PURCHASING FROM VENDORS

REASONS Quality Price Tradition Nearness Other

(%) 20.73% 49.59% 17.97% 11.22% 0.49% Page 77 of 117

Why do you buy vegetables from vendors?

50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Vendor Quality Price Tradition Nearness Other

More than half of respondents are buying from the vendors because of the buying from the vendors because of the quality followed by price, tradition, nearness. Because retail formats are comparatively a newer concept it will take some time to capture the market. PURCHASE FROM RETAIER AND DISCONTINUSED

PURCHASED

AND ( % )

THAN DISCONTINUSD

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CHANGE IN PREFERENCE IF THEIR CRITERIAS ARE FULFILED

YES NO

84.33 15.67

Have you ever purchased from retail market and then discontinued?

No 84.33%

Yes 15.67%

This shows the satisfaction level of respondents, buying from retailers is very high. Only around 15% of respondents are buying from retailers and than discontinued.

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PREFRENCE RESPONDENTS YES NO

OF ( % ) 81.33 18.67

Would you prefer to purchase from retailer,If retailer fulfill your preference criteria?
81.33%

100% 50% 0%

18.67%

Yes

No

More than 80% of respondents are willing to purchase vegetables from retailers, if the retailers fulfill some criteria. Overnight

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changes are not possible but over a period of time if the specific criteria are satisfied people will start buying from retailer. RESONS FOR PURCHASING FROM RETAILERS

RESONS Quality Price Nearness Varieties Freshness Offers Other

CUSTOMERS 25% 4% 9% 44.5% 16% 1% 0.50%

Why do you buy vegetables from retailers?

50.00% 40.00% 30.00% 20.00% 10.00% 0.00% customers Quality Price Nearness Varieties Freshness Offers Any other

These retailers provide very good amount of verities under one roof that attract the majority of people.
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SATISFACTION LEVEL

.
1.82% 1.82%

Shopping experience

16.36%

54.55%

25.45%

Varieties

25.93%

40.74%

29.63%

3.70%

Billing facility

18.51%

38.89%

35.19%

7.41%

Sectional arrangem ent 11.32%

33.96%

47.16%

7.55%

Staff Behaviour

14.81%

51.85%

18.52% 9.26%5.56%

Location

22.22%

50%

24.08%

3.70%

Freshness

19.23%

46.15%

26.93%

7.69%

Price

23.64%

58.18%

18.18%

Quality 0.00%

21.82% 20.00% Highly satisfied 40.00%

60% 60.00% Neutral

18.18% 80.00% Dissatisfied 100.00% 120.00%

Satisf ied

Highly satisfied

As per our findings we come with the conclusion that consumers at SUBHIKSHA are highly satisfied by varieties followed by price, location, quality, freshness, billing facility etc.. moreover they are

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satisfied with quality and shopping experience. 9.26% of people are dissatisfied with staff behaviour so they should improve it.

SATISFACTION LEVEL

Reliance Fresh
1.45% Shopping experience 18.84% 50.71% 26.09% 2.90%

Varieties

28.79%

50.00%

19.70%

1.51%

Billing facility

21.21%

42.42%

34.83%

1.52% 2.74%

Sectional arrangem ent

21.92%

46.58%

24.66%

4.10% 7.69%

Staff Behaviour 10.110%

50.11%

29.23%

1.54%

Location

24.64%

42.03%

30.43%

2.90%

Freshness

36.36%

48.48%

15.16%

Price

15.28%

54.17%

29.17%

1.38%

Quality 0.00%

39.13%

43.48%

15.94% 1.45%

20.00%

40.00% Satisfied

60.00% Neutral

80.00%

100.00% Highly satisf ied

120.00%

Highly satisf ied

Dissatisfied

The above chart shows that the customers of Reliance fresh are satisfied with the price at which it provides the vegetables. But they are not satisfied with staff behaviour.

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SATISFACTION LEVEL

General
1.77% Shopping experience 6.76% 26.33% 64.76% 0.38%

Varieties

38.08%

27.75%

18.86%

15.31%

Billing facility 12.09%

33.09%

48.75% 19.59%

6.07%

Sectional arrangem ent 7.11% 20.99%

52.31% 18.86%

Staff Behaviour

19.770%

37.01%

24.91%

Location

18.87%

34.16%

11.03%

19.22% 16.72%

Freshness

33.09%

28.83%

20.91%

13.16%

3%

Price 11.03%

51.60%

30.24%

4.62% 3%

Quality 0.00%

28.11% 20.00%

38.79% 40.00% Satisfied 60.00% Neutral

25.96% 80.00%

6.05% 1% 100.00% Highly satisfied 120.00%

Highly satisfied

Dissatisfied

People who are purchasing vegetables from organized retail formats like Vishal mega mart, Tru mart, D-mart, National handloom are highly satisfied with the varieties of vegetables and freshness. They are also satisfied with the price.

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SATIAFACTION LEVEL

Overall
1.69% Shopping experience 13.64% 42.86% 40.00% 1.81%

Varieties

31.43%

39.22%

22.20%

7.51%

Billing facility

17.14%

38.05%

40.00%

4.81% 10.13%

Sectional arrange m ent

13.64%

33.77%

40.91%

1.55%

Staff Behaviour 14.680%

45.71%

24.68%

12.21%2.72% 9.09%

Location

21.82%

41.30%

21.69%

6.01% 6.88%

Freshness

30.39%

40.65%

20.65%

1.43% 2.21%

Price

15.97%

54.29%

26.62%

0.91% 2.86%

Quality

30.26%

46.23%

20.26% 6.05%

0.39% 1%

Quality 0.00%

28.11% 20.00%

38.79% 40.00% Satisfied 60.00% Neutral

25.96% 80.00%

100.00%

120.00%

Highly satisfied

Dissatisfied

Highly satisfied

Our findings shows that all the retail formats are providing good amount of varieties and freshness of vegetables.

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Important factors while purchasing vegetables

Important factors while purchasing

Others

13.64%

12.86%

20.13%

36.62%

16.75%

Nearnes s

31.43%

31.43%

25.84%

9.74%

1.56%

Price

34.29%

32.21%

23.64%

9.22%

0.64%

1.68% Quality 53.51% 33.90% 10.26% 0.65%

6.75% Freshness 58.96% 17.79% 13.64% 2.86%

0.00%

20.00% Highly important

40.00% Important

60.00% Neutral

80.00%

100.00%

120.00%

Less important

Least important

While purchasing the vegetables people first think about freshness of the vegetables followed by quality, price and nearness.

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HOUSEHOLD EXPENDITURE AND PURCHASING FROM RETAIL FORMAT HOUSEHOLD EXPENDITURE (RS) Below 500 500-1500 1500-3000 3000 above ORGANISED RETAIL FORMAT 146 489 108 27 (%) 18.96 63.50 14.03 3.51

1500-3000 14.03%

3000 above 3.51%

below 500 18.96%

63.50 % 500-1500

As per our survey, most of the respondents who purchase vegetables from the organized retail format, their household expenses for vegetables is rs.500 to rs.1500.

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MONTHLY HOUSEHOLD INCOME AND RATIO OF PURCHASING FROM RETAIL FORMATS AND VENDORS

50 45 40 35 30 25 20 15 10 5 0 b elow 10,000 10000-20000 20000-40000 ab ove 40000 Local vendors ( % ) Organised retailer ( % ) 44.72 35.33 46.59 37.66 5.36 15.53 3.33 9.48

Generally, expenditure on vegetables depends on the size of family. As per our findings, respondents who have the monthly household income of rs.10,000 to rs.20,000 have a tendency to make expenditure on vegetables of rs.500 to rs.1500.

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HOUSEHOLD EXPENDITURE AND HOUSEHOLD INCOME

500 450 400 350 300 250 200 150 100 50 0 EXPEND BELOW 500-1500 ITURE 500 15003000 3000 ABOVE

HOUSEHOLD INCOME BELOW 10000 (RS) 10000-20000 (RS) 20000-30000 (RS) ABOVE 40000 (RS) 200 337 2 1 383 497 198 96 224 17 1 9 15 12 8

As per our findings, people who have the monthly household income of rs.10,000 to rs.20,000 have a tendency to make expenses on vegetables of rs.500 to rs.1500.

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Page 90 of 117

Page 91 of 117

Page 92 of 117

Page 93 of 117

 In retail format the customer gets more varieties under the same root, which facilities their purchase decision. It is rightly called the 'one stop shop In retail markets the buyer gets to examine the products carefully. He can go round the place & look for the items of his interest & liking. He can also compare across different brands, prices & ranges of goods available. This is termed as comparison shopping or 'shopping around The retail markets attract people because they accept a variety of payment methods. The ranges of incentives being offered by retail market were found to be more attractive to the consumers. Their incentives were in the form of price discount, free gifts at the time of festival, club memberships etc.

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 Retail market is spread over large area & buyers have enough space to move around & pick up the items of their choice. The display of wide varieties of goods on the racks also helps in the purchase decision. Moreover, the categorization of vegetables into different section eases the purchase. The retail market usually provide for an adequate parking space for their customers. They have a special area reserved for the parking of vehicles. Self-selection & clear visual sight lines with information about the product put the shopper in a comfort zone.

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 Retail formats have to buy vegetables in bulk and all the vegetables are not sold every day, so there is so much waste of vegetables everyday. In retail formats if the workers or customers steal small products they will not come to know about varieties. People have a mindset that at retail formats prices of vegetables are higher than vendors.They found quality of vegetables are not good. At retail format bargaining is not possible. There are respondents who are still unaware about pressure of retail format. Lack of no. of retail formats. For examples -True Mart.

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For every organization there is always possibility to grow more. Futures of retail sector in India or Gujarat regarding vegetables are very bright. There are many opportunities to develop retail format. The points supporting these can be summarized as follows: Many people tend to purchase vegetables from the local vendors because of some aspects like tradition, nearness, quality, price, freshness etc. By the analysis we found that 38.5% customers prefer to purchase from retail format 61.5% of the people prefer to buy from vendors but out of them 81.33% of the people are ready to buy from retailers if retailers fulfill their preference criteria. Government has favorable policy for retail industry. And it is also increasing awareness about retail format.

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 As per our survey, there are many less no. of respondents who have purchased from retail formats and then discontinued. It means that retailers treat their customers very nicely. So now they just need to maintain their quality and focus more to their potential customers. This is a very good sign for the future of retailers. As retailers purchases in bulk naturally the discount will be more and thus cost of vegetables are reduced by getting advantage of these factors. They can reduce their price and can be stand in the world of competition.

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Every business has some kind of threats. In the same manner threats of retail formats according to us can be as follows: There are some government restrictions because of which retail formats can not enter in vegetables market. For example, In UP there was a big issue of Reliance fresh and local vendors and therefore had to shut down their formats in UP. The vendors are against these most of retail formats. By the analysis we found that only 38.5% of people from Ahmedabad buy the vegetables from retail format. That is also a big threat for them. We have found that from vendors 49% people are buying vegetables because of quality, means they dont have trust on formats for the quality vegetables. Absence of developed supply chain and integrated IT market can be the barrier in future

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Page 100 of 117

From the analysis of the questionnaires as well as according to our observations, retailers are advised in following matter.

The arrangement of vegetables in retail formats are found very conjunctive. So retailers should keep some distance between the varieties of vegetables. So that consumer can easily move around along with the trolley. According to to the people from low income group, and some middle income group, the prices of retail sectors are higher comparing to local vendors. So retailers are advised to keep price low. For this they can provide vegetables at economic price by reducing some level of quality.

Retailers are advised to open more branches and locations at different place. Retailers are suggested to provide vegetables of non seasonal items. So that the people from higher-income group are attracted to purchase those items.

In retail sectors right from beginning of the selection of vegetables to the packing of the vegetables same has to be done by a person himself. Some of the customers do not like self services. So retailers are advised to be trained their employees in such a manner that they identified such customers and treat them well.

In many retail sectors, it is found that Jain items are not kept separately that of non-Jain items. So retailers are suggested

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to keep it separate. So that religious problem does not arise and they can attract more Jain customer. Moreover they should advertise in such a manner that they keep Jain food separately and by these they can be differentiated in the eyes of consumers.

Some time it is found that some items of vegetables have purchased by consumers and baskets containing that item seem to be empty. This create bad image in the minds of consumers. For this employee should be treated in such a manner that they check out all the basket containing vegetables and put the appropriate items with the passage of the time through out the day. Some of the consumers complaint that they found some spoiled items and stall items and this matter affects the consumer buying behavior so retailers are suggested to treat the employees in such a manner that the sort-out the vegetables and to remove the defective vegetables. Retailers are advised to offer more schemes as well as discounts,especially to the customers having their membership cards.

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Page 103 of 117

The research conducted by us may not be exactly accurate. But we have tried our best to remove inaccuracy from project. The following are the limitation of this research conducted by us. Our survey was limited to Ahmedabad city only. The figures can be different in other cities. The research could not give the result on the whole because people might have different attitude for the product at the different places. Some respondents were hesitating to reveal the information about their income and other private data. We doubt the accuracy of information given by such respondents.

Only 2000 customers survey cant give the precise idea about the product or service but than also we tried to collect as much details as we could get from the customers. These 2000 customers were from different area and no brief idea about the product was collected and analyzed.

As we all were doing this kind of research for the first time there can be some mistake done by us due to in-experience. Thus despite of the limitation we tried make as accurate as we could make. The details enclosed in this project are based on the survey conducted by us. It is possible that we might have left out some important details.

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Page 105 of 117

 Marketing management by Philip kotler Kevin Lane Keller (12th edition)

www.relianceinfo.com www.rediffnews.com www.subhiksha.com www.vishalmegamart.com

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Page 107 of 117

Marketing research basically an experimental field where students gain sufficient knowledge through practical experience. This marketing research is our first step through which we can get an opportunity to approach different kinds of people. It helps us to increase our knowledge, communication, skills, ability an ultimately helps to improve our personality. The whole journey from beginning to completion of our research on preference of people for different retailers, vendors of vegetable were really full of experience and learning. It has taught us how to apply the principles of research methodology in the practical situation. This project is the result of what we have digested out of the whole journey. Basically our research revolves around the comparison of the satisfaction level for the consumer, for retailers, for vendors. we have tried to analyze different aspects of their preferences. All these aspects have been neatly and logically shown in our questionnaire. Having completed the procedure of surveying around 2000 consumers we arrived at a juncture where we neglected to give a right direction to our research by formatting research hypothesis very carefully. We have presented the result of our survey in tabulated form accompanied by graphical analysis. Finally we have concluded our project thereby we have at the conclusion that the consumers of vendors are more than retailer and market for retailers gradually increase.

Page 108 of 117

K.S.SCHOOL OF BUSINESS MANAGEMENT

Page 109 of 117

MARKET SURVEY ON VEGETABLE BUYING BEHAVIOUR AT RETAIL FORMAT Survey NO. : _____________
A) Name : ___________________________________________ B) Address : Area _______________________________________ City ________________________________________ C) Gender : D) Age Group ( In years ) E) Occupation : City : ____________

Male Below 25 35 to 45 Business Service Housewife

Female 25 to 35 above 45 Profession Student Any other

_____________________ (please specify)

F) Monthly household income : ( in Rupees )

Below 10000 20000 - 40000

10000 - 20000 above 40000

G) Monthly household expenditure on vegetables : ( in Rupees )

Below 500 1500 - 3000

H) Frequency of purchase of vegetables.

500 - 1500 3000 & above

Daily Weekly
I) Are you aware about retail format ?

Alternatively As per the need

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 Yes J) From where do you buy the vegetables ? From Retailer From local vendors

No
[ please go to section 1 ] [ please go to section 2 ]

Section - 1 1) From which of the following retailers do you buy the vegetables ?

Reliance fresh Big Bazaar Vishal Mega Mart D Mart

Subhiksha Star Bazaar Tru Mart National Handloom Any other ________________
( please specify )

2) Why do you purchase vegetables from above retailers?

Quality Price Nearness Variety

Freshness Offers / schemes Any other _______________

(please specify)

3) Which are the different important factors for while purchasing vegetables? ( please give the rate ) Highly Important Neutral Less Least important important important 5 Freshness Quality Price Nearness Others 4 3 2 1

4) How did you come to know about this retailer ?

Media Website

Through friends/relatives Any other

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 Hordings
5) How long have you been purchasing from retailer?

(please specify )

________years/months 6) Would you like to continue purchasing even if retailers increase prices ?

Yes Yes

No No

7) Does the price of vegetables match with their quality ?

8) Describe your satisfaction level for below mentioned parameters. Particulars Quality Price Freshness Sectional arrangemen t Location facility Billing facility Staff behavior Variety Shopping experience 9) On which basis do you make payments? Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied

Cash
10) Do you prefer the facility of home delivery?

Plastic money

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 Yes

No

11) Do you have any membership card of any retailers ?

Yes Yes
13) Please give your suggestions

No No

12) Would you like to recommend your friends about this retailer ?

___________________________________________________ _ ___________________________________________________ _ ___________________________________________________ Section - 2 1) Why do you buy vegetables from vendors ?

Price Quality Tradition

Nearness Any other ______________

( please specify )

2) Have you ever purchased from retail market and then discontinued ?

Yes No If yes please give reason 1___________________________________ 2___________________________________

3) Would you prefer to purchase from retailer if retailers fulfill your preference criteria?

Yes

No

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-: Thank you :K.S.SCHOOL OF BUSINESS MANAGEMENT QUESTIONNAIRE FOR DEALERS _______________________________________________________________________ _

The information will be kept confidential and will be used only for study purpose 1 Name of outlet : __________________________________________ 2 Address : __________________________________________ __________________________________________ _________________________________

3 Phone ( include city ) : 4 Website : 5 E-mail :

___________________________________________ ___________________________________________ _______________________ In Gujarat _____ In Abroad _____

6 Is it franchisee or company owned ? : 7 NO. of outlet :

In Ahmedabad ______ In India ______ ________ ________

8 Numbers of years in business : 9 Numbers of employee :

10 What kind of training you provide to your employees ? ________________________________________________________ ________________________________________________________

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11 Do you provide any incentives to your Employees ? Yes No

Ifyes,___________________________________________

12 According to you who are the major Competitors ? ________________________________________________________ 13 How do you respond policies of your Competitors ? ________________________________________________________ 14 Which type of vegetables are sold more ? ______________________________ 15 Which promotional tools do you use for your outlet ? Advertising personal selling word of mouth Direct marketing 16 How do you treat __________________________ others ___________________ with the stale vegetables ? specify variety

__________________________________________________ 17 Briefly describe your ___________________________ distribution channel :

18 Your average optional expenses per week ( RS.) : Below 5000 5000-10000 10000-15000 Abov15000

19 Average sales per week ( RS.) :

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Below 15000 20

15000-25000

25000-35000 inflow of

Abov35000 customer ?

When do you find more ________________________

_______________________________________________________ 21 What is the football of customers per day ? ________________________ 22 Which software do you use for Inventory management ? _______________________________________________________ 23 How do you manage over traffic customer ? _______________________________________________________

24 Do you have any sectional arrangement for JAIN customers ? Yes No 25 Do you have your own farms or any other suppliers supplies you vegetables ? ________________________________________________________ ________________________________________________________ 26 Do you offer any scheme to your customers ? Yes No If yes_________________________________________ 27 Which features of your outlet is different form others ? ________________________________________________________ 28 Have you ever got complaint from customers? Yes No If yes, how you ________________________________________

respond

it?

29 Are you planning for any expantion or diversification in near future?

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Yes No If yes,_________________________________________ Signature:__________ Date:______________

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