A PROJECT REPORT ON CONSUMER BUYING BEHAVIOUR TOWARDS RETAIL OUTLET

SUBMITTED BY : Jignesh J. Bhagiya 2011-2013

SUBMITED TO :PROF. GAURAV MISRA

Post Graduate Diploma in Management Marwadi Education Foundation's Group Of Institutions

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ACKNOWLEDGMENT

My heartful thanks to Marwadi Institute of Management Studies and more particularly to Prof.Rutwa mehta, PGDM HOD, Marwadi Institute of Management Studies for providing such type of final project. This is one of the best ways to learn practical things. I amalso thankful to Prof. Gaurav Mishra forgiving me such opportunity to work on the live project. I am obliged to my guidewho was always with me to give me his due guidance. Finally I am also thankful to the people who helped us by filling the questionnaire and everyone who helped us directly or indirectly. A successful project can never be prepared by the single effort or the person to whom project is assigned , but it also demand the help and guardianship of some conversant person who helps in the undersigned actively or passively in the completion of successful project. With great pleasure I express my gratitude to our director and project guide, without their help this would not have been completed. They have given their precious suggestions and constructive guidance has been indispensable in the completion of this project work. I would also like to thank the staff of the MEFGI. They have supported me in this endeavor, and appreciated me in my efforts during my project. Last but not the least I would also like to thank my friends and all the responded. Who directly and indirectly supported to me during my project work, without the help of whom this project would not have been possible.

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DECLARATION
I here by declare and confirm that my report entitledA Consumer Buying Behaviour towards Retail outlet is my own work. The work done by me is original and true to the best of my knowledge and belief. It is the result of my efforts and dedication. This report is just the part of my MEFGI (PGDM) curriculum and will not be used elsewhere.

MR. Jignesh J. Bhagiya (Roll No. :- 10) (ID CODE :MPG1102012)

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EXECUTIVE SUMMARY

The project Consumer buying behavior towards Retail Outlets is carried out to understand the consumer buying behavior towards the retail outlets and overall perception of consumers about the same at Rajkot. A questionnaire was prepared by me in order to conduct market survey. The questionnaire was based on different parameters to judge and understand the consumer behaviors and determine the best possible strategies which could be used to attract customers. This project helped in understanding what are the factors that affect the buying behavior of the consumers, when they enter into a retail outlet in RAJKOT area. It gave an idea about the essential factors that are required now a day to attract customers in this competitive world. Majority of people agree that interior, lightings, texture and color of the outlet attracts them, also that they feel good when they are in the outlet, and that they get everything that they desire and need from the retail outlet.People consider the parking area in the outlet, before selecting the malls for shopping.Majority is satisfied with the timings of the outlet, and also they are satisfied by the stores they visit because they get the things they want.They visit the outlet when they feel bored, lonely, stressed.

People agree that retail outlet is a good place to find something new.People also enjoy feeling and trying various merchandising activities happening in the retail outlets.Most of the housewives go for the grocery-shopping in the retail outlets.People agree that salesperson serving them is friendly and helpful to them.People also agree that retail outlets also are able to promote the products in the best way.

People are satisfied with the prices that retail outlets provide them. The only thing people arent satisfied is that the retail outlets is not providing them the cafeteria service.Among the respondents, 55% have described about D-MART (Rajkot), and 45%
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aboutRELIANCE SUPER (Rajkot).Among the respondents, 54% are males, and rest is females.Majority of the respondents are graduates and under-graduates. Majority of the respondents fall under Less than 25 age bracket, which shows that youngsters visit retail outlets more frequently.Majority of the respondents are students.Majority of the respondents family income is between Rs.20, 000-Rs.30, 000 and Rs.40, 000 and above, which says that upper-middle class and lower-middle-class are the frequent visitors of the retail outlets in Rajkot.

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Contents
ACKNOWLEDGMENT ...................................................................................................................................... 2 DECLARATION .................................................................................................................................................. 3 EXECUTIVE SUMMARY...................................................................................................................................... 4 INTRODUCTION OF THE PROJECT .................................................................................................................. 7 LITERATURE REVIEW .................................................................................................................................. 7 INTRODUCTION OF THE RETAIL INDUSTRY .............................................................................................. 17 Retail industry in India and its growth ......................................................................................................... 19 Reasons For Emergence ............................................................................................................................ 19 Objective And Purpose Of Study ..................................................................................................................... 25 RESEARCH METHODOLOGY ............................................................................................................................ 26 3.1 3.2 3.3 3.4 3.5 Research Approach............................................................................................................................. 26 Types Of Research Design (R.D.):......................................................................................................... 27 Sampling Design.................................................................................................................................. 28 Primary Data and Secondary Data ........................................................................................................ 29 Data Collection Techniques: .................................................................................................................... 29

FINDINGS AND R E S U L T S .................................................................................................................... 30 FINDINGS................................................................................................................................................... 58 LIMITATIONS .............................................................................................................................................. 59 CONCLUSION ................................................................................................................................................. 60 BIBLIOGRAPHY ............................................................................................................................................... 65

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INTRODUCTION OF THE PROJECT

An important aspect of the current economic scenario in India is the emergence of organized retail. There has been considerable growth in organized retailing business in recent years and it is poised for much faster growth in the future. Major industrial house have entered this area and have announced very ambitious future expansion plans. Transnational corporations are also seeking to come to india and set up retial chains in collaboration with big India companies. However, opinions are divided on the impact of the growth of organized retail in the country. Concerns have been raised that the growth of organized retailing may have an adverse impavt on retailers in the unorganized sector.It has also been argued that growth of organized retailing will yield effciencies in the supply chain, enabling better access to markets to producers (including farmers and small producers)and enabling higher prices, On the one hand and, lower price to consumers. On the other. In the context of divergent views on the impact of organized retail, it is essential that an indepth analytical study on the possible effects of organized retailing in India is conducted. I have selected this topic and this industry because it is of area of my interest. No any research on this topic in Rajkot in retail business has been conducted yet. This project will also be useful for the new retail players who are planning to set their business in Rajkot.

LITERATURE REVIEW
A. Author: Piyush Kumar Sinha, Arindam Banerjee, and Dwarika Prasad Uniyal 7|Page

(April-June 2002) Title of Paper/Article: Deciding Where to Buy: Store Choice Behaviour of Indian Shoppers Industry: This study concentrates on the Retail Industry. Country: INDIA Findings/ Conclusion : Store characteristics that positively influence shopping behavior have been found to vary based on demographics, individual values, and nature of products purchased. Further, the current study identifies the relationship between true drivers of store choice to the type of store, which is more generalizable and amenable to managerial decision-making. Shoppers choose their store for several reasons as. Convenience and merchandise are the primary reasons with more than 70 per cent of respondents indicating these as their first reason.

The third reason is ambience (8%) and patronized store (8%). On a composite basis, they account for about 60 per cent and service becomes the third important reason (15%). b.Author: PIYUSH KUMAR SINHA (April-June-2003) Tittle Of Paper/Article: Shopping Orientation in the Evolving Indian Market Industry: This study concentrates on the Retail Industry. Country : INDIA

Findings/Conclusion: So far, shoppers in India have been studied on the time and money they spend on shopping. While these are important aspects of deriving value out of the shoppers, these studies do not address the issue of managing shoppers, at the outlet for a lasting experience. In this paper, they studied the shoppers and found that it was difficult to segregate them on their demographic profile as well as the value of purchase out of the shoppers, these studies do not address the issue of managing shppers at the outler for a lasting experience. In this paper, they studied the shoppers and found that it was difficult to segregate them on their demographic profile as well as the value of purchase and there for derive implications of

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managing them at the store. They suggest an alternative way to understand the Indian shoppers based on their orientation towards shopping. While this study corroborated some of the orientation and typologies described in the current literature, it has brought out the differences in the orientation of the Indian shoppers. On this study, they found that the orientation of the Indian shoppers is based largely on entertainment derived out of shopping. The analysis indicated that the Indian shoppers sought emotional value more than the functional value of shopping. Although there is an indication of shopping being considered a task and should be finished as soon as possible, this orientation is overshadowed by the entertainment value derived by the shoppers. Such an orientation is very different from the orientation of the shoppers in the developed countries. The post-purchse behavior as found in this study is not indicated in any of the studies so far. The tendency of the shoppers to talk about their shopping experience has implications for building the reputation of the store.it is imperative that every shopper visiting a store needs to be handled carefully because whether the shoppers buy or not (non-buyers were almost half of the sample studied), they would discuss about their visit with others, showed an inclination to patronize stores, and attached importance to referrals. A positive opinion would surely help build traffic as well as loyalty to the store. The Indian shoppers would like to bargain at any store. This orientation is also nnot found in any of the studies so far. This seems to be driven by the gratification derived out of extracting a right price from the retailer. During the process of bargaining, the shoppers collect considerable information about merchandise as well as the store. The current market scenario, where sales promotion is rampant, could also be affectiong such an orientation. On the part of the shoppers, there is a tendency of asking the retailers to round off the total bill amount that leads to a sort of cent-off. Under such circumstances, the sales persons at the store need to possess good communication and negotiation skills. The study brought out a multitude of dimensions with low eigen values. This could be attributed to the constitution of the retail industry. The shoppers have a very limited choice of retail formats, an important variable in shapping orientation. Due to the lack of a varied experience, the shoppers do not seem to expect distinctive characteristics of different stores. We also found that the store were chosen based on the production that they handle and hence the products became the primary consideration and subdued the importance of other store variables. Retailers need to take up the 9|Page

task of demonstrating the value added by a store. The format of the store could be the prime driver. Based on their orientation towards shopping, the Indian shoppers could be segmented as : those who take it as an activity and would like to avoid it and those who find it entertaining and are highly involved. This finding is very similar to the study of Ballenger and orgaonkars (1980)

and Brown and Reids (1997 In this paper, they studied the shoppers and found that it was difficult to segregate them on their demographic profile as well s the value of purchase and therefore derive implications of managing them at the store. While this study corroborated some of the orientation and typologies described in the current literature, it has brought out the differences in the orientation of The Indian shoppers. In this study, they found that the orientation of the Indian shoppers is based largely on entertainment derived out ot shopping. The analysis indicated that the Indian shoppers sought emotional value more than the functional value of shopping. The tendency of the shoppers to talk about their shopping experience has implications for building the reputation of the store. A positive opinon would surely help build traffic as well as loyalty to the store. The Indian shoppers would like to bargain at any store. During the process of bargaining, the shoppers collect considerable information about merchandise as well as the store. Under such circumstances, the sales persons at the store need to possess good communication and negotiation skills. We also found that the stores were chosen based on the products that handle and hence the products became the primary consideration and subdued the importance of other store variables. Even the size of the two segments was found to be similar in the study. The two segments of the Indian shoppers were found to be different in terms of SEC, gender, and the value of the product bought. We found that the fun shoppers tended to visit the new format stores. This was also supported by the findings of the CART analysis. It may be inferred tht store type, SEC, and frequency of vsit could be utilized to define the orientation of the shoppers. From the findings of the study, it can be inferred tht it is possible to impact the orientation of the shoppers by offering newer formats. However, the shoppers preference for a store that is nearer and can be visited frequently poses majot challenge in the current retail scenario. The retailers delivering the experience of fun would need to offer wider assortment and an ambience where the shoppers would like to spend more time. In the current situation, due to the high cost of real estate, the retailers are finding it difficult to provide such an ambience. However, in order to be successful, the retailers need to experiment th a format that attracts both types of shoppers. While the findings of this study have implication for store format decision, they do not give any indication of other aspects such as location nad assortment planning for each of the stores. The study is 10 | P a g e

also limited to one city. Since it is possible that different cities would have a different social-cultural milieu and retailing requires good local knowledge, we suggest to the researchers to study the differences in orientation across cities/regions. A detailed study of the shoppers for a particular product class may yield more focused findings that may be easier to implement. The study is also not specific to a store. Researchers may also like to find out the relationship of orientation with store variables such as merchandising, location, communication, and customer retention. c.Author: CherukuriJayasankara Prasad &AnkisettiRamachandraAryasri Title Of Paper/Article: Effect of shopper attributes on retail format choice behaviour for food and grocery retailing in India Industry: This study concentrates on the Retail Industry. Country :INDIA

Findings/Conclusion: The findings suggest that shoppers age, gender, occupation, education, monthly household income, family size and distance travelled to store have significant association with retail format choice decisions. The choice decisions are also varied among shoppers demographic attributes.The findings from shoppers psychographic dimensions like values, lifestyle factors and shopping orientation resulted in segmentation of food and grocery retail consumers into hedonic, utilitarian, autonomous, conventional and socialization type. Author:Kamladevi B.( Business Intelligence Journal - January, 2010 Vol.3 No.1) Title Of Paper/Article: Retailing

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Industry: This study concentrates on the Retail Industry. Country: INDIA Findings/Conclusion: Role of macro factors in retail environment and how they can shape customer experience and behavior e.Author: Amy wong and Amriksohal(managing service quality,

volume12/number 6/2002/pg.424-433) Title Of Paper/Article: Customers perspectives on service quality and relationship quality in retail encounters Industry: This study concentrates on the Retail Industry. Country: Australia Findings/Conclusion: Relationship between service quality and overall relationship quality on two levels of retail relationship on employees and company level

f.Author: CherukuriJayasankara Prasad &AnkisettiRamachandraAryasri(International Distribution Management Vol. 39 No. 1, 2011 pp. 68-86) Journal of Retail &

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Tittle Of Paper/Article: Effect of shopper attributes on retail format choice behaviour for food and grocery retailing in India Industry: This study concentrates on the Food And Grocery Retail Industry. Country : INDIA

Findings/Conclusion: The findings suggest that shoppers age,gender, occupation, education, monthly household income, family size and distance travelled to store have significant association with retail format choice decisions. g. Author: Piyush Kumar Sinha, Arindam Banerjee, and Dwarika Prasad Uniyal Tittle Of Paper/Article: Deciding Where to Buy: Store Choice Behaviour of Indian Shoppers Industry: This study concentrates on the Retail Industry. Country: INDIA Findings/Conclusion: Shoppers choose the store based on many aspects that could be classified as primary and image based. H. Author: SeungHyun Kim, JaeMin Cha, Bonnie J. Knutson and Jeffrey A. Beck 13 | P a g e

(Managing Service Quality Vol. 21 No. 2, 2011pp. 112-132) Tittle Of Paper/Article: Development and testing of the Consumer Experience Index (CEI) Industry: This study concentrates on the Business. Country: Usa Findings/ Conclusion : Scale-development procedures resulted in a seven-factor model comprised of the following dimension: environment, benefits, convenience, accessibility, utility, incentive, and trust. Overall, the 26-item CEI is a reliable and valid measure to determine the underlying components of a consumers experience. i.Author: Mathew Joseph NirupamaSoundararajanManisha Gupta SanghamitraSahu (May 2008) Tittle Of Paper/Article: Impact of Organized Retailing on the Unorganized Sector Industry: This study concentrates on the Retail Industry. Country: INDIA

Findings/ Conclusion : Extensive review of international experience, particularly of emerging countries of relevance to India. 14 | P a g e

j. Author: Yoo-KyoungSeock and Chen Lin (International Journal of Retail & Distribution Management Vol. 39 No. 2, 2011 pp. 94-113) Tittle Of Paper/Article: Cultural influence on loyalty tendency and evaluation of retail store attributes Industry: This study concentrates on the Retail Industry. Country :

Taiwan and America Findings/ Conclusion : American consumers have significantly greater collectivistic characteristics than Taiwanese. k.Author: R.K. Srivastava (International Journal of Retail & Distribution Management Vol. 36 No. 9, 2008 pp. 714-721) Title Of Paper/Article: Changing retail scene in India Industry: This study concentrates on the Retail Industry.

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Country

: INDIA

Findings/ Conclusion : The findings presented show that malls in 2006 are more developed in the North and West part of India.

l.Author: ChanakaJayawardhena and Andrew M. Farrell (International Journal of Retail & Distribution Management Vol. 39 No. 3, 2011 pp. 203-217) Tittle Of Paper/Article: Effects of retail employees behaviours on customers service evaluation. Industry: This study concentrates on the Retail Industry. Country : INDIA Findings/ Conclusion : It was found that: service and customer orientation (CO) behaviours are positively related to SEQ and SQ ; SEQ is positively related to SQ and customer satisfaction; SQ is positively related to value perceptions and customer satisfaction; and customer satisfaction is positively related to retail customers BI. However, value is not related to customer satisfaction.

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INTRODUCTION OF THE RETAIL INDUSTRY

Shopping has transformed from necessity to an adventure. Its more of an experience,opportunity for celebration.Gone are the good old days when a list is made and shopping is done at the nearby Kirana store. Shopping is a welcome break from hectic schedules; time to let your hair down and hit the malls. Retail giants like Central woo their patrons with mottos of Shop Eat and Celebrate, and Big Bazaars rule hearts with Is se sasthaaurachakahinnahi. Do those attractive mannequins and 3D displays of play stations actually make more sales at your store? The double conversion theory talks about visitors converting into shoppers and shoppers ultimately in to buyers. Marketers around the globe are pouring efforts and currency into shoppers marketing.

At this juncture it is important to notice that visual merchandising, which deals with the display of products and creating an ambience is involved in the first two stages. A good display makes people walk into the store and also helps in making them feel like taking a look around. Since visual merchandising is directly involved in 2/3 of the entire process of converting a mere visitor into a buyer, the need arises to seek a correlation.

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Retailing is considered as one of the most agile industry, where the individual stores comes in contact with the customers and responds to their everyday needs. To be successful, retailers must be able to convince the shoppers, that they can satisfy their needs better than their competitors. Retailing one of the largest industries in India, with an employment of around 8% and contributing to over 11% of the country's GDP. Retail industry in India is expected to rise by25% yearly as it is being driven by strong income growth, changing lifestyles and favorable demographic patterns. Shopping in India has witnessed a revolution with the change in the consumer buying behavior. In India there are multi- stored malls, huge shopping centres,and sprawling complexes which offer food, shopping, and entertainment all under the same roof.

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Retail industry in India and its growth

i.

India has the highest shop density and is rated the fifth most attractive emergingretail market in the world. 2ndin the global retail development index out of 30 (AT Kearney Global ManagementConsultants) The growth of Retail Companies in India has a long way to go and great potentialswithin this sector is yet to be explored.

ii. iii.

Reasons For Emergence Gender roles: Gender roles are now changing. Females have started working outside. So, they have no time for actively looking out for new stores for their needs. They want all their needs to be fulfilled in one single shop.

Paucity of time: People have no time for product searching. Because of emergence of working women and also number of other entertainment items, people want to spend their time either at work or with family.

Double income group: Emergence of double income group leads to increase in disposable income. Now people have more disposable income so they can spend easily.

Large population: India being a second largest country in terms of population possesses large potential market for all the products/services. This results into entry of large number of fast food players in the country. Relaxation in rules and regulations, with the economic liberalization of 1991, most of the tariff and non-tariff barriers from the Indian boundaries are either removed or minimized. This helped significantly the retail industry.The share of modern retail is likely to grow from its current 3 per cent to 15 - 20 percentover the next decade. 85 % of organized retailing is taking place in Indias urban areas. The retail companies are found to be rising in India at a remarkable speed with the years and this has brought a revolutionary change in the shopping.

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Types of Indian Retail Sector o Supermarkets (Nilgiris, Kannans Departmental Store) o Hypermarkets (Shoprite) o Department Stores (ApnaBaazar, Maharashtra) o Individual retailers o Shopping malls (Forum , Central , Inorbit) o Specialty Chains (Mega Mart) o Convenience stores (Kirana Stores) o MBO, ( Multi Brand outlets), ( Lifestyle, Pocket Stores) o Discount stores (D- Mart, Big Bazaar, Coupons, Brand Factory Big Players In Indian Retail Market o Pantaloon and the Big Bazaar o Landmark and Central o Shopper's Stop o Lifestyle o Globus o Will's Lifestyle o Westside o Subhiksha/ Vishal Mega mart o Vivek'sNilgiris o Tata o Godrej o Reliance o Aditya Birla-MORE o Metro o Varkeys

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Introduction About The Consumer Buying Behaviour

o Before business can develop marketing strategies, they must understand whatfactors influence buyers behavior and how they

make purchase decisions to satisfy their needs and wants. Buyers are moved by a complex set of deep and subtle emotions. Their behavior result from deeply held values and attitudes;their perception of the world andtheir place in it, from common sense, impulse or just plain whimsy.There are also several stages through which the consumer exhibit before deciding to purchase goods or services. o These include 5 steps: Problem & need recognition, Information Search, Alternative evaluation, Post-purchase evaluation.

Definition Of Consumer Buying Behavior.

Definition: Consumer behavior refers to the mental and emotional process and the observable beh avior of consumers during searching, purchasing and post consumption of a product or service. Consumer behavior involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, sociopsychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general.

Buyer behavior has two aspects: The final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone.

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Factors Affecting Consumer Buying Behavior

Consumer buying behavior is influenced by the major three factors: i. ii. iii. Social Factors Psychological Factors Personal Factors

i. Social Factors Social factors refer to forces that other people exert and which affect consumers purchase behavior. These social factors can include culture and subculture, roles and family, social class and reference groups.

Example: By taking into consideration Reference group, these can influence/ affect the consumer buying behavior. Reference group refers to a group with whom an individual identifies herself/himself and extent to which that person many values attitudes or behavior of group members. Reference group can be family, school or college, work group, club membership, citizenship etc. Reference group serve as one of the primary agents of consumer socialization and learning and can be influential enough to induce not only sociallyacceptable consumer behavior but also socially unacceptable and even personal destructive behavior. For example, if fresher student joins a college / university, he/she will meet different people and form a group, in that group there can be behavior patterns of values, for example style of clothing, handsets which most of group member prefer or even destructive behavior such as excessive consumption of alcohol, use of harmful and addictive drugs etc. So, according to how an individual references himself/herself to that particular reference group, this will influence and change his/her buying behavior.

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ii.Psychological Factors These are internal to an individual and generate forces within that influence her/his purchase behavior. The major forces include motives, perception, learning, attitude and personality.

Example: Attitude is an enduring organization of motivational, emotional, perceptual and cognitive processes with respect to some aspect of our environment. Consumer form attitude towards a brand on the basis of their beliefs about the brand. For example, consumers of Sony products might have the belief that the products offered by Sony are durable; this will influence those customers to buy Sony products due to this attitude towards the brand.

iii. Personal Factors

These include those aspects that are unique to a person and influence purchase behavior. These factors include demographic factors, lifestyle, and situationalfactors.

Example: Lifestyle is an indicator of how people live and express themselves on the basis of their activities, interests, and opinions. Lifestyle dimension provide a broader view of people about how they spend their time the importance of things in their surroundings and their beliefs on broad issues associated with life and living and themselves. This is influenced by demographic factors and personality. E.g. A CEO or Manager is likely to buy more formal clothes, ties and shoes or PDAs and less informal clothes like jeans as compared to a Mechanic or Civil engineer. So according to their lifestyle and profession, the buying behavior of people differs from one another.

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About Industry The retail sector in India is witnessing a huge revamping exercise as traditional markets make way for new formats such as departmental stores, hypermarkets, supermarkets and specialty stores. Western-style malls have begun appearing in metros and second-rung cities alike introducing the Indian consumer to a shopping experience like never before. The sector is at an inflexion point where the growth of organized retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The Indian population is witnessing a significant change in its demographics. Organized retail is on all-time high in India. The growth is boosted by various factors such as availability of professional practices, media proliferation, various brands which are gaining value thereby enhancing industry growth, availability of various funding options, regulations like VAT implementation to make processes simple, sea change in demographics of country and international exposure. This report is structured into three major parts. First part comprises of Executive Summary and highlights of the retail sector. Second part consists of 12 chapters which includes an introduction and discusses vital topics in retail industry like A Brief Overview of Global Retail Industry, Indian Retail Industry, Organized Retail Formats in Indian retail, Food Retail in India, Apparel Retail in India, Growth Drivers of Indian Retail, Technology implications, Issues & Challenges faced by the sector, Critical Success Factors, Regulations and Policies and Future Outlook of the industry. The third and final part consists of supporting literature in the form of Annexure. This report will be useful to entrepreneurs interested in getting insights of retail industry for doing direct and indirect business in the sector, management consultants, banks evaluating retail sector proposals, investors who are interested in this sunrise sector, retail professionals for getting larger picture of the sector. Last but not the least this report can also be useful for educational institutions imparting courses in retail management.

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Objective And Purpose Of Study

1. To study the consumer buying behavior towards the retail outlets in Rajkot.
2. To study the overall perception of consumers about the retail in Rajkot.

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RESEARCH METHODOLOGY

3.1

Research Approach

Qualitative Research:
Qualitative research seeks out the why, not the how of its topic through the analysis of unstructured information things like interview transcripts, open ended survey responses, emails, notes, feedback forms, photos and videos. It doesnt just rely on statistics or numbers, which are the domain of quantitative researchers.

Quantitative research:
It including surveys and customer questionnaires can help small firms to improve their products and services by enabling them to make informed decisions. Quantitative research is about asking people for their opinions in a structured way so that you can produce hard facts and statistics to guide you. To get reliable statistical results, its important to survey people in fairly large numbers and to make sure they are a representative sample of your target market.

In this study, researcher has used Quantitative Research.

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3.2

Types Of Research Design (R.D.):

Exploratory Research: Exploratory research is a type of research conducted for a problem that has not been clearly defined.Exploratory research often relies on secondary research such as reviewing available literature and/or data, or qualitative approaches such as informal discussions with consumers, employees, management or competitors, and more formal approaches through in-depth interviews, focus groups, projective methods, case studies or pilot studies. Descriptive Research: Descriptive research does not fit neatly into the definition of either quantitative or qualitative research methodologies, but instead it can utilize elements of both, often within the same study. The term descriptive research refers to the type of research question, design, and data analysis that will be applied to a given topic. Descriptive statistics tell what is, while inferential statistics try to determine cause and effect.Descriptive research can be either quantitative or qualitative. It can involve collections of quantitative information that can be tabulated along a continuum in numerical form. Here Researcher has applied Descriptive Research.

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3.3

Sampling Design

3.3.1 Target Population: i. Sampling Unit: People who go to malls in Rajkot city. ii. Extent/ Scope/ Boundary Of Research: The research is limited to Rajkot area.

3.3.2 ProbabilitySampling AndNon Probability Sampling: Probability Sampling: A probability sampling method is any method of sampling that utilizes some form of random selection. In order to have a random selection method, you must set up some process or procedure that assures that the different units in your population have equal probabilities of being chosen. It includes simple random sampling, systematic sampling, stratified sampling, cluster sampling Non Probability Sampling: Non-probability sampling represents a group of sampling techniques that help researchers to select units from a population that they are interested in studying. Collectively, these units form the sample that the researcher studies. It includes convenience sampling, judgment sampling, snowball sampling, quota sampling Here Researcher has applied Non-ProbabilityConvenient Sampling Method.

3.3.3 Sample size: Sample Size = 100 Respondents

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3.4

Primary Data and Secondary Data Primary data: The primary data are those data which are collected afresh and for the first time, and thus happen to be original in character. The primary data was obtained during the course of doing research in a systematic manner with the help of questionnaires and interviewing peoples.

Secondary data: The secondary data are those which have already been collected by someone else. The nature of data collection work is merely that of collection and compilation of information collected through various newspapers, magazines and internet.

Here Researcher has used both Primary Data and Secondary Data.

3.5

Data Collection Techniques: 3.5.1 Data Collection Method: Questionnaire 3.5.2 Software Used For Data Analysis: i. SPSS ii. Excel 2010

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FINDINGS AND R E S U L T S
1. The interior design of the mall attracts me.
Frequency

Percent 2.0 2.0 7.0 10.0 34.0 35.0 10.0 100.0

Valid Percent 2.0 2.0 7.0 10.0 34.0 35.0 10.0 100.0

Cumulative Percent 2.0 4.0 11.0 21.0 55.0 90.0 100.0

Valid Disagree

Strongly Disagree

2 2 7 10 34 35 10.0 100

Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

2% 0% 0%

Frequency
Valid Strongly Disagree 0% Disagree 10% 0% Somewhat Disagree Neither Agree/ Nor Disagree 34% Somewhat Agree Agree 7%

0% 2% 0% 10%

35%

0%

11% disagree that the interior of the mall attracts them. 80% agree that the interior of the mall attracts them.

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2. I notice the interior color usage of the mall.

Frequency

Percent
2.0 11.0 11.0 17.0 30.0 24.0 5.0 100.0

Valid Percent
2.0 11.0 11.0 17.0 30.0 24.0 5.0 100.0

Cumulative Percent
2.0 13.0 24.0 41.0 71.0 95.0 100.0

Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

2 11 11 17 30 24 5 100

Strongly Agree 5%

Percent

Valid Strongly Disagree Disagree 2% 11% Somewhat Disagree 11%

Agree 24%

Somewhat Agree 30%

Neither agree/Nor disagree 17%

24% disagree that they see the color usage of the mall. 60 % agree that they see the color usage of the mall.

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3. I notice the texture of the mall's interior.

Frequency

Percent
15.0 10.0 21.0 26.0 20.0 8.0 100.0

Valid Percent
15.0 10.0 21.0 26.0 20.0 8.0 100.0

Cumulative Percent
15.0 25.0 46.0 72.0 92.0 100.0

Valid

Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

15 10 21 26 20 8 100

Strongly Agree 8%

Percent

Valid Strongly Disagree 15%

Agree 20%

Somewhat Disagree 10%

Somewhat Agree 26%

Neither agree/Nor disagree 21%

15% disagree that they notice the texture of the mall. 54% agree that they notice the texture of the mall.

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4. The Lightning and decoration of the mall attracts me.

Frequency

Percent
3.0 12.0 8.0 14.0 35.0 23.0 5.0 100.0

Valid Percent
3.0 12.0 8.0 14.0 35.0 23.0 5.0 100.0

Cumulative Percent
3.0 15.0 23.0 37.0 72.0 95.0 100.0

Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

3 12 8 14 35 23 5 100

Strongly Agree 5%

Percent

Strongly Disagree 3% Disagree 12% somewhat Disagree 8% Beither Agree/Nor Disagree 14%

Agree 23%

somewhat Agree 35%

23% disagree that the lighting and decoration of the mall attracts them. 68% agree that the lighting and decoration of the mall attracts them.

5. I am feel good whenever I am in the mall.

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Frequency

Percent
5.0 12.0 19.0 20.0 33.0 11.0 100.0

Valid Percent
5.0 12.0 19.0 20.0 33.0 11.0 100.0

Cumulative Percent 5.0 17.0 36.0 56.0 89.0 100.0

Valid Strongly Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

5 12 19 20 33 11 100

Strongly Agree 11%

Percent

Strongly Disagree somewhat 5% Disagree 12% Beither Agree/Nor Disagree 19% somewhat Agree 20%

Agree 33%

17% disagree that they feel good whenever they are in the mall. 61% agree that they feel good whenever they are in the mall.

6. I visit the mall because its very near to my residence or place of work.

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Frequency

Percent
7.0 14.0 10.0 19.0 20.0 25.0 5.0 100.0

Valid Percent
7.0 14.0 10.0 19.0 20.0 25.0 5.0 100.0

Cumulative Percent
7.0 21.0 31.0 50.0 70.0 95.0 100.0

Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

7 14 10 19 20 25 5 100

Strongly Agree 5%

Percent

Strongly Disagree 7%

Agree 25%

Disagree 14% somewhat Disagree 10% Neither Agree/Nor Disagree 19%

Somewhat Agree 20%

31% disagree that they visit the mall because its very near to my residence or place of work. 50% agree that they visit the mall because its very near to my residence or place of work.

7. I Visit the mall because the parking space of the mall is good.

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Frequency

Percent
17.0 5.0 17.0 15.0 28.0 15.0 3.0 100.0

Valid Percent
17.0 5.0 17.0 15.0 28.0 15.0 3.0 100.0

Cumulative Percent
17.0 22.0 39.0 54.0 82.0 97.0 100.0

Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

17 5 17 15 28 15 3 100

StronglyAgree 3% agree 15%

Percent

Strongly Disagree 17% Disagree 5% Somewhat Disagree 17% Neither Agree/Nor Disagree 15%

Somewhat Agree 28%

39% disagree that visit the mall because the parking space of the mall is good. 41% agree that visit the mall because the parking space of the mall is good.

8. The mall has convenient store hours

Frequency

Percent

Valid Percent

Cumulative Percent

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Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

1 8 5 17 34 28 7 100

1.0 8.0 5.0 17.0 34.0 28.0 7.0 100.0

1.0 8.0 5.0 17.0 34.0 28.0 7.0 100.0

1.0 9.0 14.0 31.0 65.0 93.0 100.0

StronglyAgree 7%

Percent

agree 28%

Strongly Disagree Disagree 1%Somewhat 8% Disagree 5% Neither Agree/Nor Disagree 17%

Somewhat Agree 34%

14% disagree that the mall has convenient store hours. 71% agree that the mall has convenient store hours.

9. Mall is a place where I can get everything (dining, movies, shopping etc)
Frequency

Percent

Valid Percent

Cumulative Percent

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Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

7 13 10 12 29 22 7 100

7.0 13.0 10.0 12.0 29.0 22.0 7.0 100.0

7.0 13.0 10.0 12.0 29.0 22.0 7.0 100.0

7.0 20.0 30.0 42.0 71.0 93.0 100.0

StronglyAgree 7%

Percent

agree 22%

Strongly Disagree 7% Disagree 13% Somewhat Disagree 10% Neither Agree/Nor Disagree 12%

Somewhat Agree 29%

30% disagree that mall is a place where I can get everything (dining, movies, shopping etc) 58% agree that mall is a place where I can get everything (dining, movies, shopping etc)

10. Whenever I feel bored I visit the mall.

Frequency

Percent

Valid Percent

Cumulative Percent

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Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

12 5 8 25 23 18 9 100

12.0 5.0 8.0 25.0 23.0 18.0 9.0 100.0

12.0 5.0 8.0 25.0 23.0 18.0 9.0 100.0

12.0 17.0 25.0 50.0 73.0 91.0 100.0

StronglyAgree 9%

Percent

agree 18%

Somewhat Agree 23%

Strongly Disagree 12% Disagree 5% Somewhat Disagree 8% Neither Agree/Nor Disagree 25%

25% disagree that whenever they feel bored they visit the mall. 49% agree that whenever they feel bored they visit the mall.

11. Whenever I feel lonely I visit the mall.

Frequency

Percent

Valid Percent

Cumulative Percent

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Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

12 5 8 25 23 18 9 100

12.0 5.0 8.0 25.0 23.0 18.0 9.0 100.0

12.0 5.0 8.0 25.0 23.0 18.0 9.0 100.0

12.0 17.0 25.0 50.0 73.0 91.0 100.0

Percent
StronglyAgree 9%

Strongly Disagree 12% Disagree 5% Somewhat Disagree 8%

agree 18%

Somewhat Agree 23%

Neither Agree/Nor Disagree 25%

39% disagree that whenever they feel lonely they visit the mall. 47% agree that whenever they feel lonely they visit the mall.

12. Whenever I am stressed, I visit the mall.

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Frequency

Percent
12.0 8.0 17.0 24.0 20.0 13.0 6.0 100.0

Valid Percent
12.0 8.0 17.0 24.0 20.0 13.0 6.0 100.0

Cumulative Percent
12.0 20.0 37.0 61.0 81.0 94.0 100.0

Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

12 8 17 24 20 13 6 100

StronglyAgree 6% agree 13%

Percent

Strongly Disagree 12% Disagree 8% Somewhat Disagree 17% Neither Agree/Nor Disagree 24%

Somewhat Agree 20%

37% disagree that whenever they are stressed, they visit the mall. 39% agree that whenever they are stressed, they visit the mall.

13. I get the feeling of relaxation when I visit the mall.

Frequency

Percent

Valid Percent

Cumulative

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Percent Valid Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total
8 7 5 22 35 13 10 100 8.0 7.0 5.0 22.0 35.0 13.0 10.0 100.0 8.0 7.0 5.0 22.0 35.0 13.0 10.0 100.0 8.0 15.0 20.0 42.0 77.0 90.0 100.0

StronglyAgree 10% agree 13%

Percent

Strongly Disagree Disagree 8% 7% Somewhat Disagree 5% Neither Agree/Nor Disagree 22%

Somewhat Agree 35%

20% disagree that they get the feeling of relaxation when they visit the mall. 58% agree that they get the feeling of relaxation when they visit the mall.

14. I visit the mall to escape from bad weather.

Frequency

Percent

Valid Percent

Cumulative Percent

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Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

12 19 21 9 17 12 10 100

12.0 19.0 21.0 9.0 17.0 12.0 10.0 100.0

12.0 19.0 21.0 9.0 17.0 12.0 10.0 100.

12.0 31.0 52.0 61.0 78.0 90.0 100.0

StronglyAgree 10% agree 12% Somewhat Agree Neither 17% Agree/Nor Disagree 9%

Percent

Strongly Disagree 12% Disagree 19% Somewhat Disagree 21%

52% disagree that they visit the mall to escape from bad weather. 39% agree that they visit the mall to escape from bad weather.

15. I visit the mall to avoid traffic congestion.

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Frequency

Percent
23.0 17.0 10.0 17.0 14.0 12.0 7.0 100.0

Valid Percent
23.0 17.0 10.0 17.0 14.0 12.0 7.0 100.0

Cumulative Percent
23.0 40.0 50.0 67.0 81.0 93.0 100.0

Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

23 17 10 17 14 12 7 100

StronglyAgree 7%

Percent
Strongly Disagree 23% Disagree Somewhat 17% Disagree 10%

agree 12% Somewhat Agree Neither 14% Agree/Nor Disagree 17%

50% disagree that they visit the mall to avoid traffic congestion. 33% agree that they visit the mall to avoid traffic congestion.

16. Mall is a good place to find out what is new

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Frequency

Percent
2.0 6.0 5.0 20.0 26.0 26.0 15.0 100.0

Valid Percent
2.0 6.0 5.0 20.0 26.0 26.0 15.0 100.0

Cumulative Percent
2.0 8.0 13.0 33.0 59.0 85.0 100.0

Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

2 6 5 20 26 26 15 100

Strongly Disagree 2%

Percent
StronglyAgree 15%

Disagree 6% Somewhat Disagree 5% Neither Agree/Nor Disagree 20% Somewhat Agree 26%

agree 26%

13% disagree that mall is a good place to find out what is new. 67% agree that mall is a good place to find out what is new.

17. Its a good learning experience for me whenever I visit the mall

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Frequency

Percent
5.0 8.0 4.0 19.0 27.0 19.0 18.0 100.0

Valid Percent
5.0 8.0 4.0 19.0 27.0 19.0 18.0 100.0

Cumulative Percent
5.0 13.0 17.0 36.0 63.0 82.0 100.0

Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

5 8 4 19 27 19 18 100

Percent
StronglyAgree 18%

Strongly Disagree 5% Disagree 8% Somewhat Disagree 4%

agree 19%

Neither Agree/Nor Disagree 19% Somewhat Agree 27%

17% disagree that its a good learning experience for them whenever they visit the mall. 64% agree that its a good learning experience for them whenever they visit the mall.

18. I enjoy handling and trying various merchandise.

Frequency

Percent

Valid Percent

Cumulative

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Percent Valid Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total
2 11 4 26 23 24 10 100 2.0 11.0 4.0 26.0 23.0 24.0 10.0 100.0 2.0 11.0 4.0 26.0 23.0 24.0 10.0 100.0 2.0 13.0 17.0 43.0 66.0 90.0 100.0

StronglyAgree 10%

Percent

Strongly Disagree Disagree 2% 11% Somewhat Disagree 4%

agree 24% Neither Agree/Nor Disagree 26% Somewhat Agree 23% 13% disagree that they enjoy handling and trying various merchandise. 57% agree that they enjoy handling and trying various merchandise.

19. Grocery shopping is a routine exercise of the housewife.

Frequency

Percent

Valid Percent

Cumulative Percent

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Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

2 5 12 13 26 28 14 100

2.0 5.0 12.0 13.0 26.0 28.0 14.0 100.0

2.0 5.0 12.0 13.0 26.0 28.0 14.0 100.0

2.0 7.0 19.0 32.0 58.0 86.0 100.0

Strongly Disagree 2%

Percent
StronglyAgree 14%

Disagree 5% Somewhat Disagree 12%

agree 28%

Neither Agree/Nor Disagree 13%

Somewhat Agree 26% 19% disagree that grocery shopping is a routine exercise of the housewife. 54% agree that grocery shopping is a routine exercise of the housewife.

20. I enjoy going to malls when I am with friends.

Frequency

Percent

Valid Percent

Cumulative Percent

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Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

3 2 6 15 30 24 20 100

3.0 2.0 6.0 15.0 30.0 24.0 20.0 100.0

3.0 2.0 6.0 15.0 30.0 24.0 20.0 100.0

3.0 5.0 11.0 26.0 56.0 80.0 100.0

Strongly Disagree 3% StronglyAgree 20%

Percent

Somewhat Disagree Disagree 6% 2% Neither Agree/Nor Disagree 15%

agree 24%

Somewhat Agree 30%

11% disagree that they enjoy going to malls when they are with friends. 74% agree that they enjoy going to malls when they are with friends.

21. Consistently provides the best values for my money.

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Frequency

Percent
3.0 3.0 5.0 27.0 35.0 22.0 5.0 100.0

Valid Percent
3.0 3.0 5.0 27.0 35.0 22.0 5.0 100.0

Cumulative Percent
3.0 6.0 11.0 38.0 73.0 95.0 100.0

Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

3 3 5 27 35 22 5 100

Strongly StronglyAgree Disagree 5% 3%

Percent

Disagree 3% Somewhat Disagree 5%

agree 22%

Neither Agree/Nor Disagree 27%

Somewhat Agree 35%

11% disagree that the outlets consistently provides the best values for their money. 62% agree that the outlets consistently provide the best values for their money.

22. Is most likely to have what my want in stock.

Frequency

Percent

Valid Percent

Cumulative Percent

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Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

3 1 6 27 37 21 5 100

3.0 1.0 6.0 27.0 37.0 21.0 5.0 100.0

3.0 1.0 6.0 27.0 37.0 21.0 5.0 100.0

3.0 4.0 10.0 37.0 74.0 95.0 100.0

Strongly Disagree 3%

StronglyAgree 5%

Percent

Somewhat Disagree Disagree 6% 1%

agree 21%

Neither Agree/Nor Disagree 27%

Somewhat Agree 37%

10% disagree that they most likely dont have what they require. 63% agree that they most likely dont have what they require.

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23. Has the best quality merchandise.

Frequency

Percent
4.0 6.0 12.0 22.0 28.0 23.0 5.0 100.0

Valid Percent
4.0 6.0 12.0 22.0 28.0 23.0 5.0 100.

Cumulative Percent
4.0 10.0 22.0 44.0 72.0 95.0 100.0

Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

4 6 12 22 28 23 5 100

StronglyAgree 5%

Percent

agree 23%

Strongly Disagree Disagree 4% 6% Somewhat Disagree 12%

Somewhat Agree 28%

Neither Agree/Nor Disagree 22%

22% disagree that retail outlets Has the best quality merchandise. 56% agree that retail outlets Has the best quality merchandise.

24. Has the best cafeteria.

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Frequency

Percent
47.0 28.0 6.0 7.0 6.0 2.0 4.0 100.0

Valid Percent
47.0 28.0 6.0 7.0 6.0 2.0 4.0 100.0

Cumulative Percent
47.0 75.0 81.0 88.0 94.0 96.0 100.0

Valid

Strongly Disagree Disagree Somewhat Disagree Neither Agree/ Nor Disagree Somewhat Agree Agree Strongly Agree Total

47 28 6 7 6 2 4 100

Somewhat Agree agree Neither 6% 2% Agree/Nor Disagree 7% Somewhat Disagree 6%

Percent

StronglyAgree 4%

Strongly Disagree 47% Disagree 28%

81% disagree that has the best cafeteria. 12% agree that has the best cafeteria.

25.Name of the retail mall.

Frequency

Percent

Valid Percent

Cumulative Percent

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Valid

RELIANCE SUPER D-MART Total

45 55 100

45.0 55.0 100.0

45.0 55.0 100.0

45.0 100.0

Percent

D-Mart 55%

Reliance Super 45%

Among the respondents, 45% are from Reliance Fresh, And 55% are from D-Mart.

26. Gender

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Frequency

Percent
54.0 46.0 100.0

Valid Percent
54.0 46.0 100.0

Cumulative Percent
54.0 100.0

Valid

Male Female Total

54 46 100

Percent

Femal 46%

Male 54%

Among the respondents, 54% are males, And 46% are females.

27. Level of education

Frequency

Percent

Valid Percent

Cumulative Percent

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Valid

Undergraduate Graduate Post-graduate Total

2 55 43 100

2.0 55.0 43.0 100.0

2.0 55.0 43.0 100.0

2.0 57.0 100.0

Percent

Undergraduate 2%

PostGraduate 43% Graduate 55%

Among the respondents, 2% are undergraduates, 55% are graduates, 43% are post-graduates

28. Annual family income.

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Frequency Annual Family Income

Percent
12.0 11.0 23.0 17.0 37.0 100.0

Valid Percent
12.0 11.0 23.0 17.0 37.0 100.0

Cumulative Percent
12.0 23.0 46.0 63.0 100.0

Valid

Below Rs.10,000

12 11 23 17 37 100

Rs.10,000- below Rs.20,000 Rs.20,000- below Rs.30,000 Rs.30,000- below Rs.40,000 Rs.40,000 and Above Total

Percent
Below Rs.10,000 12% Rs.40,000 and Above 37% Rs.10,000Below Rs.20,000 11%

Rs.20,000Rs.30,000Below Below Rs.30,000 Rs.40,000 23% 17% Majority respondents annual family income is above rs.40,000/-.

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FINDINGS

o Majority of people agree that interior, lightings, texture and color of the outlet attracts them, and also are satisfied with the timings of the outlet.People also agree that they feel good when they are in the outlet, and also that they get everything that they desire from the outlet. o People consider the parking area in the outlet, before selecting the malls for shopping.They visit the outlet when they feel bored, lonely, stressed.People agree that retail outlet is a good place to find something new.People also are satisfied with the stores they visit, because they get the things they want, and also with the deals and the offers available in the retail outlets. o People enjoy feeling and trying various merchandising activities happening in the retail outlets.Even they dont realize the time, while they are doing shopping in the retail outlets. o Most of the housewives go for the grocery-shopping in the retail outlets.People also enjoy in the retail outlets along with their friends.People agree that salesperson serving them is friendly and helpful to them. And also agree that retail outlets also are able to promote the products in the best way. o The only thing people arent satisfied is that the retail outlets is not providing them the cafeteria service.Among the respondents, 55% have described about DMART (Rajkot), and 45% about RELIANCE SUPER (Rajkot). Among the respondents, 54% are males, and rest is females. o Majority of the respondents are graduates and under-graduates.Majority of the respondents fall under Less than 25 age bracket, which shows that youngsters visit retail outlets more frequently.Majority of the respondents are students.Majority of the respondents family income is between Rs.20, 000-Rs.30, 000 and Rs.40, 000 and above, which says that upper-middle class and lowermiddle-class are the frequent visitors of the retail outlets in Rajkot.

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LIMITATIONS
i. The study is limited to Rajkot Area. ii. The sample size is limited to 100 respondents only, which may not be the representation of the population.

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CONCLUSION
Shoppers would like to minimize the effort ofshopping by reducing either the travel time orthe time spent in the shop. In the former case,there is a possibility of prepurchase informationprocessing. In the latter case, shoppers tend to"browse" and hence attach importance to ambience and facilities at the store.

The gender and age of shoppers drive the choiceof store. Monthly household income did come outas a significant factor but it was reflected morein terms of the type of products bought.

Men give more prominence to proximity. Womentend to trade this off with merchandise offeredby the store. They also are more regular buyers.

Ambience and facilities are more important incases where the shopper spends more time withinthe store.

Brand spread in the merchandise is attached moreimportance in stores that kept the preferred brandand also gave an opportunity to look at otherbrands.

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A Sample Data Collection Form (Questionnaire)

Dear Respondents, I, Jignesh Bhagiya, the student of MEFGI, i am doing my final project on Consumer Behavior Towards Retail Outlets. Can you spend five minutes to answer the following questio ns? This study is for academic purpose only. No information shall be disclosed anywhere.

SECTION-I

The following set of statements relate to your feelings about yours retail outlets. The name of the retail outlet visited _________________________________. Using the scale below, pl ease indicate the extent to which you agree or disagree with the following statements about website. Write the number (indicating your agreement or disagreement)beside the statements.

1 Strongly Disagree

2 Disagree

3 Somewhat Disagree

4 Neither agree/ Nor Disagree

5 Somewhat Agree

6 Agree

7 Strongly Agree

Sr No 1 2 3 4 5 6 7 8

Question The interior design of the mall attracts me. I notice the interior color usage of the mall. I notice the texture of the mall's interior. The Lightning and decoration of the mall attracts me. I am feel good whenever I am in the mall. I visit the mall because its very near to my residence or place of work. I Visit the mall because the parking space of the mall is good. The mall has convenient store hours

Rating

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9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

Mall is a place where I can get everything (dining, movies, shopping etc) Whenever I feel bored I visit the mall. Whenever I feel lonely I visit the mall. Whenever I am stressed, I visit the mall. I get the feeling of relaxation when I visit the mall. I visit the mall to escape from bad weather. I visit the mall to avoid traffic congestion. To escape from the monotonous job routine, I visit the mall Mall is a good place to find out what is new It s a good learning experience for me whenever I visit the mall Certain stores are fun to visit because they sell products of my interest I enjoy handling and trying various merchandise I feel like in another world whenever I am in the mall I lose track of time, whenevr I am inside the mall When I leave the mall I feel it is very late at night Grocery shopping is a routine exercise of the housewife. I consider myself as a wise shopper, because of the way I bargain and get the best deal

26 27 28 29 30 31 32 33 34

I enjoy going to malls when I am with friends The sales persons are friendly and courteous Consistently provides the best values for my money Is most likely to have what my want in stock Has the best advertised sales and specials Has the best quality merchandise Has the lowest prices overall Has the most convenient store layout for shopping Offers the lowest everyday prices on household essentials such as cleaning supplies, paper goods, and health and beauty aids

35

Has the best cafeteria

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Below Rs.10000

SECTION II
Your Name ________________________________________________

1. Male

Gender

2. Level Of Education

Undergraduate Graduate Post-graduate Female

3. Age Bracket

25 26-35 36-45 46-55 55

4. Occupation

Service Self-employed Businessman Farmer Housewife Student Other

5.Annual Family Income

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Rs.10000- below 20000/Rs20000- below 30000/Rs30000- below 40000/Rs.40000 and Above

Thanks For Your Co-Operation

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BIBLIOGRAPHY
Sinha, P. Banerjee, B. &Uniyal, D.(2002). Deciding Where to Buy. Store Choice Behaviour of Indian Shoppers Journal, 27(2),1-16. Sinha, P. Banerjee, B. &Uniyal, D.(2003). Shopping Orientation in the Evolving Indian Market Journal, 28(2),1-10. Prasad, C. &Aryasri, A.(2010). Effect of shopper attributes on retail format choice behaviour for food and grocery retailing in India Journal, 39(1). 1-19 Kamaladevi, B. (2009). Customer experience management in retailing. Business Intelligence Journal, 3(1),37-54. Wong, A. &Sohal A. (2002). Customers Perspective on service quality and relationship quality in retail encounters. managing service quality, 12(6),424433. Kim, S. Cha, J. Bonnie J. Knutson. & Beck, J.(2011). Development and testing of the Consumer Experience Index (CEI), 21(2), 1-21 Seock Y. & Lin C.(2011). Cultural influence on loyalty tendency and evaluation of retail store attributes. International Journal of Retail & Distribution Management,39(2), 94-113) Srivastav, R. K. (2008). Changing retail scene in India. International journal of Retail & Distribution Management, 36(9),714-721.

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