Transformation of Consumer Buying Behaviour From Unorganised To Organised Retailing

TRANSFORMATION OF CONSUMER BUYING BEHAVIOUR FROM
UNORGANISED TO ORGANISED RETAILING

A CASE STUDY OF JODHPUR CITY
SUBMITTED BY VINITA AYANI IN PARTIAL FULFILMENT

OF THE REQUIREMENTS FOR THE DEGREE OF
MASTERS IN BUSINESS ADMINISTRATION (FASHION MERCHANDISING AND

RETAIL MANAGEMENT)
2013-2015

MS. HEENA PUROHIT (S CHOOL OF RETAIL MANAGEMENT )

20 TH MARCH 2015
DECLARATION
I, Vinita Ayani, student of FOOTWEAR DESIGN AND DEVELOPMENT INSTITUTE,

JODHPUR, of Batch 2013-15 declare that the project entitled TRANSFORMATION OF
CONSUMER BUYING BEHAVIOUR FROM UNORGANISED TO ORGANISED
RETAILING A CASE STUDY OF JODHPUR CITY, submitted by me, is original and

authenticated. This report has not been submitted previously to any other university for any
examination.
Date:- 20th March, 2015
Vinita Ayani
Place: -Jodhpur

EXECUTIVE SUMMARY
This study investigates a comparative status of unorganised to organised retailing, Retailing
is a distribution channel function, where one organisation buys products from supplying firms or
manufactures products themselves, and then sells these directly to consumers.
The Indian Retail Industry is the fifth largest in the world. Comprising of organized and
unorganized sectors, Indian retail industry is one of the fastest growing industries in India,
especially over the last few years. Though initially the retail industry in India was mostly
unorganized, however with the change of taste and preferences of consumers, the Industry is
getting more popular these days and getting organized as well. The Indian Retail Industry is
expected to grow US$640 billion by 2015.
Availability of quality, retail space, wider availability of products and brand communication are
some of the factors that are driving retail in India. Retail sector is also supporting to create huge
employment while a new form of organized retail sector has emerged within the retail industry
and it gave speedy phase to Indian retail sector. The rationale of the study is to examine the
nature of changes in the retail sector taking place due to organized form of retailing and
implications of shift to this new form of retailing. The broad objective of the study is to
understand consumer behaviour towards organized and unorganized retail stores and to find out
the consumers satisfaction level from organized retail stores as well as unorganized retail stores.

ACKNOWLEDGEMENT
Success is an effort bounded activity that involves co-operation of all. I hereby take the
opportunity to express my profound sense of gratitude and reverence to thank MS. HEENA
PUROHIT under whose guidance & co-operation I have been able to complete this project and
all those respondents who have helped and encouraged me towards successful completion of the
Project Report. It has been a great experience working on the concept of Transformation of
Consumer Buying Behavior from Unorganized to Organized Retailing A Case Study of
Jodhpur City It gives me complete insight of retail marketing and its application.

TABLE OF CONTENTS
SR. NO.
PARTICULAR
CHAPTER-1
INTRODUCTION
1.11
Overview of Indian retail Industry
1-3
1.12
Consumer buying behaviour
1.13
Retail formats in India
1.14
Division of Indian retail industry
6-9
PAGE NO.
-Organized retail sector & Un Organized retail sector

1.15
Trends in retail industry
10
1.2
Background of the Study/ overview of problem
11-15
1.3
Research objectives
16

CHAPTER-3
1.4
1.5
Research
Methodology
Benefits
of the study
23
17
-Limitations
Scope of the study
24
18
25
19-22
-Hypotheses
Review of literature
CHAPTER-2
CHAPTER-4
CHAPTER-5
Data Analysis and Presentation
26-34
- Hypotheses testing through chi-square
35-44
Findings & Recommendations
45-47
Conclusions
48-49
Bibliography
50-51
Appendix-Questionnaire

LIST OF FIGURES & CHARTS

SR. NO.
PARTICULAR
PAGE NO.
Chap.1.
Chart- 14
1.1 Indian retail Industry

Footwear Preference
1.12 Consumer buying cycle
Footwear-price, Quality, Variety, Service
1.14 (A) Organized Retailing For Food &
1
31
4
32
Chart15,16,17,1
8
Chart- 19
Chart20,21,22,2
Chap.4.
3
6
Grocery
1.14(B)Organized Retailing For Fashion &
Catering Services preference
Accessories
33
7
Catering services-price, Quality, Variety,

1.14 (C) Unorganized Retailing Formats
34
8
Service
Data Analysis & Presentation
Chart-1
Gender
26
Chart-2
Age
26
Chart-3
Occupation
27
Chart- 4
Food & grocery preference
27
Chart-
Food & Grocery - Service, Price, Quality,

28
5,6,7,8
Chart- 9
Chart-
Variety
Fashion & accessories preference
29
Fashion & accessories Quality, Price, Variety,

30
10,11,12,13 Service

LIST OF TABLES
10

SR. NO.
PARTICULAR
PAGE NO.
Chi-Square table depicting the association

TABLE -1
between gender and their awareness towards
35
retailing.
TABLE -2
Chi- square Table of observed & expected

values
35

TABLE -3
between age and their awareness towards
36
retailing.
TABLE -4

values.
36

TABLE -5
between Occupation of people and their
38
awareness towards retailing.

TABLE -6
values.
38

between types of retail sector (organized,
unorganized) and consumers Shopping
TABLE -7
preference (Food & Grocery, Fashion &
39
Accessories, Footwear and Catering services).
TABLE -8

values
11
40

INTRODUCTION
CHAPTER-1
1.1--Overview of Indian Retail Industry
The word "Retail" originates from a French-Italian word "retailer" meaning someone who
cuts off or shreds a small piece from something. Retailing includes activities of marketing and
selling products or services to end consumers for their own household or personal use. Retailer is
a Person or Agent or Company or Organization who is instrumental in reaching the Goods or
Merchandise or Services to the End User or Ultimate Consumer.
(Fig: 1.1 Indian retail Industry)
12

In majority of retail situations, the organisation, from whom a consumer buys, is a reseller
of products obtained from others, and not the product manufacturer. However, some
manufacturers do operate their own retail outlets in a corporate channel arrangement.
Retailers offer many benefits to suppliers and customers as resellers. Consumers, for
instance, are able to purchase small quantities of an assortment of products at a reasonably
affordable price. Similarly, suppliers get an opportunity to reach their target market, build
product demand through retail promotions, and provide consumer feedback to the product
marketer.
Most Indian shopping happens in open markets or numerous small grocery and retail
shops. Shoppers typically wait outside the shop, ask for what they want, and cannot pick or
examine a product from the shelf. Access to the shelf or product storage area is limited.
Once the shopper requests the food staple or household product they are looking for, the
shopkeeper goes to the container or shelf or to the back of the store, brings it out and offers
it for sale to the shopper. Often the shopkeeper may substitute the product, claiming that it
is similar or equivalent to the product the consumer is asking for.
The product typically has no price label in these small retail shops; although some products
do have a manufactured suggested retail price (MSRP) pre-printed on the packaging. The
shopkeeper prices the food staple and household products arbitrarily, and two consumers
may pay different prices for the same product on the same day. Price is sometimes
negotiated between the shopper and shopkeeper. India's retail and logistics industry,
organized and unorganized in combination, employs about 40 million Indians (3.3% of
13

Indian population). The typical Indian retail shops are very small. Over 14 million outlets
operate in the country and only 4% of them being larger than 500 sq. ft. (46 m2) in size.
The unorganized retail shops source their products from a chain of middlemen who mark
up the product as it moves from farmer or producer to the consumer. The unorganized retail
shops typically offer no after-sales support or service. Finally, most transactions at
unorganized retail shops are done with cash, with all sales being final.
Until the 1990s, regulations prevented innovation and entrepreneurship in Indian retailing.
Some retails faced complying with over thirty regulations such as "signboard licenses" and
"anti-hoarding measures" before they could open doors. There are taxes for moving goods
to states, from states, and even within states in some cases. Farmers and producers had to
go through middlemen monopolies. The logistics and infrastructure was very poor, with
losses exceeding 30 percent.
Through the 1990s, India introduced widespread free market reforms, including some
related to retail. In between 2000 to 2010, consumers in select Indian cities have gradually
begun to experience the quality, choice, convenience and benefits of organized retail
industry.
14

1.12 -- Consumer Buying Behaviour

Is the sum total of a consumer's attitudes, preferences, intentions and decisions regarding the
consumer's behaviour in the marketplace when purchasing a product or services.
(Fig: 1.12 consumer buying cycle)
15

Consumer behaviour is the study of how people buy, what they buy, when they buy and why they
buy. It blends elements from psychology, sociology, socio psychology, anthropology and
economics. It attempts to understand the buyer decision making process, both individually and in
groups. It studies characteristics of individual consumers such as demographics, psychographics,
and behavioural variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference groups, and society in
general. Belch and Belch (2007) define consumer behaviour as the process and activities people
engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products
and services so as to satisfy their needs and desires.
1.13
- Retail formats in India:
Hyper marts/supermarkets: large self-servicing outlets offering products from a variety of

categories.
Mom-and-pop stores: they are family owned business catering to small sections; they are
individually handled retail outlets and have a personal touch.
Departmental stores: are general retail merchandisers offering quality products and
services.
Convenience stores: are located in residential areas with slightly higher prices goods due
to the convenience offered.
16

Shopping malls: the biggest form of retail in India, malls offers customers a mix of all
types of products and services including entertainment and food under a single roof.
E-trailers: are retailers providing online buying and selling of products and services.
Discount stores: these are factory outlets that give discount on the MRP.
Vending: it is a relatively new entry, in the retail sector. Here beverages, snacks and other
small items can be bought via vending machine.
Category killers: small specialty stores that offer a variety of categories. They are known
as category killers as they focus on specific categories, such as electronics and sporting
goods. This is also known as Multi Brand Outlets or MBO's.
Specialty stores: are retail chains dealing in specific categories and provide deep
assortment Mumbai's Crossword Book Store and RPG's Music World are a couple of
example.
1.14-- Division of Indian Retail Industry into Organized and Unorganized Sectors .
The Indian retail sector is highly fragmented, with a major share of its business is being
run by unorganized retailers like the traditional family run stores and corner stores. The
organized retail however is at a very nascent stage, though attempts are being made to
increase its proportion bringing in a huge opportunity for prospective new players.
There are two types of Retailing:
Organized Retailing
17

Unorganized Retailing
Organized Retailing
Organized retailing refers to trading activities undertaken by licensed retailers, that is,
those who are registered for sales tax, income tax, etc. These include the corporate-backed
hypermarkets and retail chains, and also the privately owned large retail businesses.
(Fig: - 1.14 (a) organized retailing food & grocery)

Major organized retail sector in India (with reference to Jodhpur city)
1. Food and grocery:
Reliance Retail
Fresh & Green
Big bazaar
2. Fashion and accessories
Westside
Iconic
18

(Fig: - 1.14 (b) organized retailing for fashion & accessories)
Levis
Peter England
United colors of Benetton
Biba
John Players
3. Footwear
Reebok
Bata
Metro
Regal
McDonalds
Pizza Hut
Caf Coffee Day
4. Catering services
19

Indian retail is dominated by a large number of small retailers consisting of the local kirana
shops, owner-manned general stores, chemists, footwear shops, apparel shops, paan and
beedi (local betel leaf and tobacco) shops, hand-cart hawkers, pavement vendors, etc.
which together make up the so-called "unorganized retail" or traditional retail.
(Fig: - 1.14 (c) unorganized retailing formats)

Traditional or Unorganized retail outlets are normally street markets, counter stores, kiosks
and vendors, where the ownership and management rest with one person only. This sector
accounts for two thirds of the market and requires low skilled labor. These are highly
competitive outlets, with negligible rental costs (unregistered kiosks or traditional
property), cheap workers (work is shared by members of family) and low taxes and
overheads. Some examples of unorganised retailing in reference to Jodhpur city are
For Food& grocery-- Vishnu General Store, Hari Brothers store
For Footwear-- Anarkali Footwears, Krishma Footwears
20

For Fashion & Accessories-- Sakhi Apparel, Rajus Fashion Mall
For Catering Services-- Fun & Food, Gypsy
Difference between Organized Retailing &Unorganized Retailing
Organized Retailing
Organized retailing refers to trading
Unorganized retailing, on the other hand,
activities undertaken by licensed retailers,
refers to the traditional formats of low-cost
that is, those who are registered for sales
retailing
tax, income tax, etc

There are including the corporate-backed
There are include the local kirana shops,
hypermarkets and retail chains, and also the
owner-manned general stores, chemists,
privately owned large retail businesses.
footwear shops, apparel shops, paan and

beedi (local betel leaf and tobacco) shops,
hand-cart hawkers, pavement vendors, etc
Multi storied malls and huge complexes
Low cost retailing. These are highly
that offer a large variety of products in
competitive outlets, with negligible rental
terms of quality, value for money and
costs (unregistered kiosks or traditional
makes shopping a memorable experience.
property), cheap workers (work is shared by

members of family) and low taxes and
overheads.
The ownership and management rest with
The ownership and management rest with
two or more person.
one person only
The organized stores are not having number
The unorganized stores are having number
of options to cut their costs
of options to cut their costs
The customers have choice to change
This is one of the good reasons which
21

their preference in many shopping
the customer doesn't want to change
malls.
their old loyal kirana shop.
1.15 -- Trends in the Retail industry

Emergence of organized retail:
Real estate development in the country, for example, the construction of
mega malls and shopping malls, is augmenting the growth of the organized
retail business
Spending capacity of youth of India:
India has a large youth population, which is influencing growth of this
sector.
Raising incomes and purchasing power:
The per capita income in India has doubled between 2000- 01 and 2009-10
resulting in improved purchasing power.
Changing mind set of customers:
The customer mind set is gradually shifting from low price to better
convenience, high value and a better shopping experience
Easy customer credit:
22

Emergence of concepts such as quick and easy loans, EMIs, loan through
credit cards, has made purchasing possible for Indian consumers, for
products such as consumer durables
Higher brand consciousness:
There is high brand consciousness among the youth; 60% of Indias
population is below the age of 30 leading to popularization of brands and
product
1.2--Background of the Study/ overview of problem

Organized retail in India is little over a decade old. It is largely an urban phenomenon and the
pace of growth is still slow. Some of the reasons for this slow growth are: -
The Kiranas Continue

The very first challenge facing the organized retail industry in India is competition
from the unorganized sector. Traditionally retailing has established in India for
centuries. It is a low cost structure, mostly owner operated, has negligible real estate
and labour costs and little or no taxes to pay. Consumer familiarity that runs from
generation to generation is one big advantage for the traditional retailing sector.
On the other hand, organized sector have big expenses to meet and yet have to keep
prices low enough to compete with the traditional sector.
Retail not being recognized as an industry in India
23

Lack of recognition as an industry hampers the availability of finance to the existing

and new players. This affects growth and expansion plans.
The High cost of Real estate

Real estate prices in some cities in India are amongst the highest in the world. The
lease or rent of property is one of the major areas of expenditure; a high lease rental
reduces the profitability of a project.
High Stamp duties
In addition to the high cost of real estate the sector also faces very high stamp
duties on transfer of property, which varies from state to state (18% in Rajasthan,
12.5% in Gujarat and 8% in Delhi). The problem is compounded by problems of
clear titles to ownership, while at the same time land use conversion is time
consuming and complex as is the legal process for settling of property disputes.
Lack of adequate infrastructure
Poor roads and the lack of a cold chain infrastructure hampers the development of
food and grocery retail in India. The existing supermarkets and foods retailers
have to invest a substantial amount of money and time in building a cold chain
network.
24

Multiple and complex taxation system

The sales tax rates vary from state to state, while organized players have to face a
multiple point control and system there is considerable sales tax evasion by small
stores. In many locations, retailers have to face a multi-point octroi with the
introduction of value Added Tax (VAT) in 2005, certain anomalies in the existing
sales tax system causing disruption in the supply chain are likely to get corrected
over a period of time.
There is price war between different retail organizations. Each and every one is
saying to provide goods at low cost and offers various promotional schemes. In
such a case it is difficult to keep ones customers with oneself.
OPPORTUNITIES TO RETAIL DEVELOPMENT IN INDIA

Retail marketing gets various opportunities to grow up in the Indian market. Not only
retailing but Manufacturers as well as suppliers, and buyers have various opportunities,
some of which are mentioned below
What is in store
Organized retail provides brands much needed visibility and platform for
customer interaction. It also helps in launching of new product or product variant
25

and in market penetration. It has wider product range and more frequent, speedier
deliveries.
Urbanization
Increased urbanization has shifted consumers to one place and thus a single retail
can catch more customers.
Nuclear family
As the time passed away joint families came in a new form i.e. nuclear family.
Again the income level of these nuclear families increases because both members
started earning. This results into increased power of purchase and lack of time.
Now they want everything under one roof. This brought the concept of organized
retailing.
Plastic revolution
Increased use of credit cards is in favour of retail marketing. It creates
requirement even when it is not necessary.
Jo Dikata Hai Woh Bikta Hai
Organized retail stores put stress on proper infrastructure like well-maintained
building, air conditioning, trained employees, electronic machine, parking
facilities and proper display of goods category wise. Here customers feel comfort,
joy and entertainment. Purchasing becomes joy for him. Self-selection saves time
and gives more opportunities and satisfaction. Fix cost removes the threat of
26

misleading. They avail various discounts and promotional schemes presented by

the manufacturers. They also get product of different varieties and of proper
quality.
Employment
Retail marketing is one of the largest employments generating industry. It
provides employment to skilled, semi-skilled as well as to unskilled persons. Thus
it helps in the socio- economic development of the society.
Price war
Increase in the number of retail outlets increases competition among these
retailers. To attract customers they give various promotional schemes as various
discounts, buy one get one free, another product with any particular product,
festival special, etc.
Contract farming
The retail marketers directly purchase from farmers and reducing middlemen, thus
provide proper cost to farmers and also set proper price for consumers. They also
make contract with farmers to get proper amount of crops and vegetables.
Reduces supply chain management
27

The big players of retail marketing and the manufacturing companies directly
come in contact thus reducing many intermediary chains. Manufacturers also give
many promotional schemes for their product that is beneficial for consumers.
28

1.3Research Objectives
To get an overview of Indian retail industry.

To differentiate organized and un organized retailing
To understand the growing trends & retail formats in India.
To determine the major organized & unorganized retailing sectors prevalent
in Jodhpur city.
To present the future constraints of retail sector in Jodhpur city.
To understand the meaning & awareness of organized & unorganized
retailing among the consumers of Jodhpur city and determine their
inclination towards organized and unorganized retailing.
To create segments of consumers under the parameters of Gender, Different
Age groups and their occupation and determine their consumer buying
behavior towards organized and unorganized retailing
To determine how the following factors (price, quality, variety, service)
affect the consumer buying behavior at organized and unorganized retail
store.
29

1.4--Benefits of the study
There were many reasons that made me choose this topic for research. Some of the major
reasons are
As retail out of all sectors contributes around 14% to the GDP. It is the fastest growing
sector. Therefore it will help to find out real picture of retailing in present scenario.
Retailing is being hailed as the future of Indian industry, spurred by countrys huge
consumer market of $ 300 billion per year by 2010 and it is forecasted that aggregate
consumption will grow to rupees 70 trillion by 2025 (McKinsey report, 2007).
To know how the organised retail sector in India has changed the entire traditional
retailing system making it more structure.
I am a student of retail & fashion merchandising and this report will help me get a deeper
insight of the subject.
30

Consumer behaviour is a virtual aspect, so it is very difficult to understand and this report
will aim towards making the understanding easy.
Also to know how Food and apparel retailing are key drivers of growth.
The study will help understanding the changing demographics and psychographic trends
that are shifting consumption of people from unorganized to organized sectors.
1.5--Scope of the study
The aim of this research paper is to study the consumer behaviour & their choice and
preference towards the Organized & unorganized retail in Jodhpur city.
It is to assess the impact of factors like age gender and occupation of consumer on their
buying preferences of the products offered by the leading organised & unorganized food,
Apparels, footwear, catering retailers in Jodhpur (India).
In this study Food and grocery like Reliance Retail, Fresh & Green, Big bazaar Fashion
and accessories like Westside, Iconic. Levis, Peter England, United colours of Benetton,
Biba, John Players, Footwear brands like Reebok, Bata, Adidas, Nike and Catering
services like McDonalds, Pizza Hut , Caf Coffee Day will be covered for the study of
organized market and in compare Vishnu general store, Hari brothers srore, Anarkali
31

footwears, karishma footwears Sakhi apparel, Rajus fashion mall, gypsy, fun & food
restaurant will be covered to examine the consumers perception.
The study is also done to find out prevalence and importance of unorganized and
unorganized retailing in Jodhpur city.
Chapter 2 -- Review of Literature

According to Dholakia (1999),i the rationale for shopping is making
physical visits to a shopping site. It is considered as a household task as well
as a form of recreation, relaxation and entertainment. Shopping is also
considered to have the most positive attribute of being a leisure activity
along with work (Dholakia, 1999).
32

Sinha & Banerjee (2004)ii studied the drivers of store choice in various
product categories, in the context of evolving retail industry in India and
found that the distinct store features as perceived by respondents with true
motivations of various consumers in patronizing various stores. Study
suggests that consumers of Indian unorganized retail market do not require
the service paraphernalia offered by many retailers. Store environment plays
a vital role for store patronage and repeat purchases which includes
convenience, value for money products, etc.
Backstrom & Johansson (2006)iii studied factors that influence consumers'
in-store experiences. In-store experiences are constituted by traditional
values such as the behavior of the personnel, a satisfactory selection of
products, price and a layout that facilitates the store visit.
Terblanche & Boshoff (2006)iv suggested that retailers will have to accept
that it is not only what they are marketing but also how it is done. The
personal (face-to-face) interaction between retail staff and shoppers is of
critical importance.
Kalhan (2007)v studies the impact of organized retail on unorganized retail

shops. Major findings reveal that 70 % of unorganized retailers reported
falling sales. This fall in sales is due to superior shopping environment,
33

convenience, availability of variety, ambience of shop, and availability of

parking space and perception of quality of products sold in organized retail
setup.
Goswami (2008)vi studied the shopping experiences in kirana stores and in
modern stores. The major findings suggest Kirana stores to improve or to
enrich shopping experiences. Kiranas also have to stay alert, try to upgrade
and have to improve on service quality while concentrating on innovation
and efficiency.
Das & Kumar (2009)vii studied the impact of sales promotion on consumers
shopping experiences. A major finding reveals that keeping product
satisfaction constant, sales can be improved by enhancing shopping
experience which includes convenience of shopping, ease of locating
products, easy check in and checkouts, customer friendly sales people and
customer friendly policies. Secondly finding reveals that purchase decision
for the same product under same promotion at different stores may vary
because difference in shopping experiences provided by different stores.
Further this study shows that promotion plays a limited role on consumers
buying behavior where only small percentage of people are attracted to such
sales promotion and wait for it. Study lastly emphasizes on the importance
of shopping experience (ease of shopping, parking space, convenience etc.)
for positively impacting consumer buying behavior.
34

Goswami & Mishra (2009)viii seek to understand whether Indian consumers

are likely to move from traditional Kirana stores to large organized retailers
while shopping for groceries. The research finding reveals that customer
patronage to grocery stores was found to be positively related to location,
helpful, trustworthy salespeople, and home shopping, cleanliness, and
offers, quality and negatively related to travel convenience. Kiranas do well
on location but poorly on cleanliness, offers, quality, and helpful
trustworthy salespeople. The converse is true for organized retailers. Study
also finds that Kiranas have major disadvantages on all customer perception
scores except location. These scores being less important determinants of
patronage compared with location, in the short run kiranas may not be
ousted out of customers' flavor. However, in the long run if they do not
work on these other factors, they would face oblivion. Kiranas need to
upgrade their facilities to be able to compete with the organized retailers to
provide consumers better shopping experiences, whereas organized retailers
which are expected to improve their location scores rapidly in the near
future will grow rapidly.
Inside store (2009)ix studied the shopping experiences at traditional Indian
retail stores. Major findings reveal that 70% of purchases are made at the
point of purchase, so store environment can impact the 70% of purchases
35

which is one of the important constituent of shopping experience in

unorganized retail setup.
Mittal and Parashar (2010)x explained that irrespective of area, people

prefer grocery stores to be nearby, product assortment is important for
grocery. Ghosh & Srivastava (2010) in his research found that service
quality has become vital for service firms to pay attention due to increased
competition.
Sivaraman (2010)xianalyzed customer attitude toward unorganized retailers
on the attributes of store image, range of products, brand choices, price,
store ambience, credit availability, shop proximity and complements.
However there were no perceived difference on product freshness and
customer care. This study clearly point out that the unorganized retailers are
facing stiff competition from the organized retailers. This has reduced their
sales, profit, and employment considerably. The operational cost, consumer
credit also increased due to the presence of organized retailers.
Kumar (2011)xiistudied on the strategies of unorganized retailers with
reference to consumer durables and found that a product strategy which
36

means merchandise is the most important factor followed by price,

distribution and promotion.
Kushwaha (2011)xiii compared the perception of consumers in organized
and unorganized retail market and found that factors like cleanliness,
distance, price, quality, safety and space for shopping are the determinant
factors for unorganized retail.
Chapter 3-- Research Methodology

Sampling Procedure-For collecting the data from the population I have used non
probability convenience sampling method to get the sample from the population.
This enables me to make the study easy and study work can be completed in the
appropriate time.
Sample location
I am choosing different areas of Jodhpur city for the research to be carried out i.e.
Sardarpura, Ratanada, B.road and Shastri-nagar.
Sampling Method & Size
37

I have gather secondary data and primary data and collect information from the
combination of these two data.
Secondary data:- Secondary data consist of information that already exists
somewhere, having been collected for another purpose. I have gathered secondary
data from website of different operators, different magazines, newspapers and
libraries.
Primary data:- I have taken great care while collecting primary data to answer
that it is relevant, accurate, current and unbiased. I have taken a sample of 100
people, with different age, background & income through questionnaire. I have
visited them personally to get data. The collected data was placed under
appropriate statistical treatment and then conclusions were drawn and
recommendations were made.
LIMITATIONS
Carrying the survey was a general learning experience but there were some problems faced,
which are listed here:
The market of retail industry is too vast and it is not possible to cover each and every
customer in short span of time.
The research was done only in Jodhpur area.
38

Due to time and cost constraints, the study was confined to only few retail convenience
stores in Jodhpur.
Generally the respondents were busy in their work and were not interested in Responding
rightly.
Respondents were reluctant to discover complete and correct information about them.
Most respondents were not maintaining proper knowledge of various retail formats, so
they were unable to provide exact information.
Due to human behavior information may be biased.
HYPOTHESES:
H1: There is no association between gender and their awareness towards retailing.
39

H2: There is no relationship between age and their awareness towards retailing.
H3: Younger population is more aware towards organized retailing
H4: There is no relationship between occupation and their awareness towards
retailing.
H5: There is no relationship between type of retail sector (organized, unorganized)
and consumers shopping preference (Food & Grocery, Fashion & Accessories,
Footwear and Catering services).
H6: Consumers prefer organized retailing in the Food & Grocery sector due to
better Variety.
H7: Consumers prefer organized shopping in fashion& accessories sector due to
better Quality.
H8: Consumers prefer organized retailing in footwear sector due to better Quality.
H9: Consumers prefer organized retailing in the catering services due to better
pricing.
40

CHAPTER 4-- DATA ANALYSIS AND PRESENTATION

Q2. Gender
Gender
Gender
male
50%
female
50%
(Chart-1 Gender)
A proportionate study was done of 50 males and 50 females

Q3. Age
41

Age
13%
Age
18 & under
14%
19-35
36-50
50 or more
23%
50%
(Chart -2 Age)
(50+14) 64% of the sample comprises young age group people and (23+13) 36% of the sample
comprises elder age group people
Q4. Occupation
42

Occupation
17%
Working
people
14%
29%
40%
Nonworking
people
Occupation
Service
Business
Student
Others
(Chart -3 Occupation)
(14+29) 43% of the sample comprises of working people and (40+17) 57 % of the sample
comprises non-working people.
Q5. Shopping Preference - For Food & grocery
43

Food & Grocery
Reliance Fresh
Fresh & green

Big Bazar
9%
Organized
21%
10% sectors
Vishnu General Store
13%
Hari brothers
Unorganized
sectors
47%
(Chart - 4 Food & grocery preference)

(21+47+13) 81% of the sample comprises of people who prefer organized retailing and (10+9)
19% of the sample comprises of people who prefer unorganized retailing in food &grocery sector
86% of the sample is satisfied with the variety in the food & grocery sector as compare to the
service, price, quality in which their satisfaction is 75%, 74% and 85%.
44

Food & Grocery - Price
Food & Grocery - Service

Highly satisfied
Satisfied
4%
20%
21%
Dissatisfied
Neutral
Highly Dissatisfied
Highly satisfied
Satisfied Neutral Dissatisfied

2% 14%
24%
Highly Dissatisfied
60%
55%
(Chart -5 Food & Grocery Service)
(Chart -6 Food & Grocery price)
Services-55%+20%=75% Satisfied
Price-60%+14%=74% Satisfied
21%-Neutral
24%-Neutral
4%-Dissatisfied
2%-Dissatisfied
45

Food & Grocery - Quality

Highly satisfied
Satisfied
18%
Dissatisfied
Food & Grocery - Variety

Neutral
Highly satisfied
23%
Highly Dissatisfied
Dissatisfied
Satisfied
10% 4%
Neutral
22%
Highly Dissatisfied
64%
59%
(Chart -7 Food & Grocery Quality)
(Chart -8 Food & Grocery Variety)
Quality-59%+23%=82%Satisfied
Variety-64%+ 22% =86% Satisfied
21%-Neutral
10%-Neutral
0%-Dissatisfied
4%-Dissatisfied
Shopping preference: For Fashion & Accessories
46

Fashion & Accessories
Westside
Iconic
Levis
7%
5%
Peter england
Biba
John Players
22%
11%
6%
UCB
Sakhi / She selection 11%

Raju's fashion mall22%
9%
7%
Unorganized
sectors
(Chart - 9 Fashion & Accessories preference)
(22+22+7+9+11+6+11) 88% of the sample comprises of people who prefer organized retailing
and (7+5) 12% of the sample comprises of people who prefer unorganized retailing in Fashion &
Accessories sector.
47

84% of the sample is satisfied with the Quality in Fashion & Accessories sector as compare to
the price, Variety, Service in which their satisfaction is 83%, 76% and 81%.
Fashion & Accessories - Price
Fashion & Accessories - Quality
Highly satisfied

2%
14%
27%
Highly satisfied
Dissatisfied
Highly Dissatisfied
57%
Satisfied
3%
14%
21%
Neutral
Highly Dissatisfied
62%
(Chart - 10 Fashion & accessories- Quality)
(Chart - 11 Fashion & accessories-Price)
Quality- 57%+27%=84% Satisfied
14%- Neutral
14%-Neutral
48

2%- Dissatisfied
3%-Dissatisfied
Fashion & Accessories - Variety
Highly satisfied
21%
Fashion & Accessories - Se rvice

3% 10%
Highly Dissatisfied
Highly satisfied
Dissatisfied
66%
Satisfied
1%1%
17%
23%
Neutral
Highly Dissatisfied
58%
(Chart - 12 Fashion & accessories-Variety)
(Chart - 13 Fashion & accessories-Service)
Variety-66%+10%=76% Satisfied
21%- Neutral
17%-Neutral
3%- Dissatisfied
1+1=2%-Dissatisfied
Shopping preference:FOR FOOTWEAR
49

Footwear
12%
2% 11%
13% Footwear Karishma footwear

Reebok Bata Metro Regal11%
Nike Adidas Anarkali
15%
25%
11%
(Chart -14 Footwear preferences)
(11+13+25+11+15+11) 86% of the sample comprises of people who prefer organized retailing
and (12+2) 14% of the sample comprises of people who prefer unorganized retailing in Footwear
sector.
50

90% of the sample is satisfied with the Quality in Footwear sector as compare to the price,
Variety, Service in which their satisfaction is 84%, 82% and 86%.
Footwear - Quality
Footwear - Price
Highly satisfied

2% 1%
23%
13%
Highly Dissatisfied
9% 1%
36%
54%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly
Dissatisfied
61%
(Chart - 15
Footwear-price)
(Chart - 16 Footwear-Qualities)
Quality-54%+36%=90% Satisfied
51

13%- Neutral
9%-Neutral
3%- Dissatisfied
1%-Dissatisfied
Footwear - Variety
Highly satisfied
Footwear - Service
Satisfied Neutral Dissatisfied Highly satisfied

6%
12%
30%
Highly Dissatisfied

12% 2% 23%
Highly Dissatisfied
52%
63%
(Chart - 17 Footwear-Varieties)
(Chart - 18
Footwear-Services)
12%- Neutral
12%-Neutral
6%- Dissatisfied
2%-Dissatisfied
SHOPPING PREFERENCE: -
52

FOR CATERING SERVICES
Catering Services
12%
Mc.Donalds
Pizza hut
15%
22%
Caf coffee day
20%
Fun & food
Gypsy
31%
(Chart -19 Catering Services preference)
(22+31+20) 73% of the sample comprises of people who prefer organized retailing and (15+12)
27% of the sample comprises of people who prefer unorganized retailing in Catering services.
53

90% of the sample is satisfied with the Price in Catering services sector as compare to the
Quality, Variety, Service in which their satisfaction is 88%, 66% and 84%.
Catering Services - Quality
Catering Services - Price

Highly satisfied

6% 4%
11%1%
38%
Highly Dissatisfied
52%
(Chart - 20
63%
Catering services-price)
25%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly
Dissatisfied
(Chart - 21 Catering services-quality)
54

6%- Neutral
11%-Neutral
4%- Dissatisfied
1%-Dissatisfied
Catering Service - Services
Catering & Services - Variety
Highly satisfied
Highly satisfied
27%
34%
Dissatisfied
Highly Dissatisfied
Satisfied
1%
15%
Neutral
24%
Highly Dissatisfied
60%
39%
(Chart - 22 Catering services-Variety)
(Chart - 23 Catering services-Services)
34%- Neutral
15%-Neutral
0%- Dissatisfied
1%-Dissatisfied
HYPOTHESES TESTING
Hypothesis 1:
55

Ho (Null Hypothesis): There is no association between gender and their awareness towards
retailing
Ha (Alternate Hypothesis): There is an association between gender and their awareness towards
retailing
GENDER
RETAILING
ORGANISED
UNORGANIZED
TOTAL
MALE
42
50
FEMALE
34
16
50
TOTAL
76
24
100
TABLE -1 Chi-Square table depicting the association between gender and their awareness towards
retailing.
OBSERVATION
EXPECTED
(O-E)
(O-E)/E
42
38
16
0.42
34
38
16
0.42
12
16
1.33
16
12
16
1.33
3.506
Chi-Square ()=
TABLE -2 Chi- square Table of observed & expected values.

Degree of freedom () = (Column -1) (Row-1)
= (2-1) (2-1) =1
56

At 1 degree of freedom and 5% significance level, the table value of chi-square is 3.841 which is
more than calculated value 3.506, so the hypothesis is accepted thus, there is no relation between
gender and their awareness towards retailing.
Hypothesis 2:
Ho (Null Hypothesis): There is no relationship between age and their awareness towards
retailing.
Ha (Alternate Hypothesis): There is relationship between age and their awareness towards
retailing.
AGE
RETAILING
ORGANISED
UNORGANIZED
TOTAL
YOUNGER PEOPLE
53
11
64
ELDER PEOPLE
22
14
36
TOTAL
75
25
100
TABLE -3 Chi-Square table depicting the association between age and their awareness towards
retailing.
OBSERVATION
EXPECTED
(O-E)
(O-E)/E
53
48
25
0.520
22
27
25
0.925
57

11
16
25
1.5625
14
25
2.77
5.7775
Chi-Square ()=
Degree of freedom () = (Column -1 ) (Row-1)

= (2-1) (2-1) =1
At 1 degree of freedom and 5% significance level the table value of chi-square is 3.841 which is
Less than the calculated value 5.7775, so the hypothesis is rejected. Thus, there is relationship
between age and their awareness towards retailing.
58

Hypothesis 3:
Ho (Null Hypothesis): Younger population is more aware towards organized retailing
Ha (Alternate Hypothesis): Younger population is not much aware towards organized retailing
Younger people: 5364*100=83%
Elder people: 2236*100=61%
Since, 83% young people prefer organized retailing therefore hypothesis is accepted.
59

Hypothesis 4:
Ho (Null Hypothesis): There is no relationship between occupation and their awareness towards
retailing.
Ha (Alternate Hypothesis): There is relationship between occupation and their awareness
towards retailing.
OCCUPATION
RETAILING
ORGANISED
UNORGANIZED
TOTAL
WORKING PEOPLE
31
12
43
NON WORKING PEOPLE
44
13
57
TOTAL
75
25
100
TABLE -5 Chi-Square table depicting the association between Occupation of (working & non
working) people and their awareness towards retailing.
OBSERVATION
EXPECTED
(O-E)
(O-E)/E
31
32.25
1.5625
0.048
44
42.75
1.5625
0.036
12
10.75
1.5625
1.145
13
14.25
1.5625
0.109
0.338
Chi-Square ()=

60

= (2-1) (2-1) =1
more than calculated value 0.338, so the hypothesis is accepted thus, there is no relation between
occupation of people and their awareness towards retailing.
Hypothesis 5:
Ho (Null Hypothesis):
There is no relationship between type of retail sector (organized,
unorganized) and consumers shopping preference (Food & Grocery, Fashion & Accessories,
Ha (Alternate Hypothesis): There is
relationship between type of retail sector (organized,
SHOPPING
RETAILING
ORGANISED
UNORGANIZED
TOTAL
FOOD & GROCERY
81
19
100
FASHION & ACCESSORIES
88
12
100
PREFERENCE
61

FOOTWEAR
86
14
100
CATERING SERVICES
73
27
100
TOTAL
328
72
400
TABLE -7 Chi-Square table depicting the association between type of retail sector (organized,
OBSERVATION
EXPECTED
(O-E)
(O-E)/E
81
82
0.012
88
82
36
0.439
86
82
16
0.195
73
82
81
0.987
62

19
18
0.055
12
18
36
14
18
16
0.88
27
18
81
4.5
9.068
Chi-Square ()=

= (2-1) (4-1) =3
less than calculated value 9.068, so the hypothesis is rejected.
Thus, there is relationship between type of retail sector (organized, unorganized) and
consumers shopping preference (Food & Grocery, Fashion & Accessories, Footwear and
Catering services).
63

Hypothesis 6: Consumers prefer organized retailing while purchasing Food & Grocery due
to better Variety.
Food and Grocery=81100*100=81% Organized Transformation
Variety-64%+ 22% =86% Satisfied
Quality-59%+23%=82%Satisfied
Food & Grocery - Price
Food & Grocery - Service

Highly satisfied
Satisfied
4%
20%
21%
Dissatisfied
Highly Dissatisfied
Neutral
Highly satisfied

2% 14%
24%
Highly Dissatisfied
60%
55%
64

Food & Grocery - Quality

Highly satisfied
Satisfied
18%
Dissatisfied
Food & Grocery - Variety

Neutral
Highly satisfied
23%
Highly Dissatisfied
Dissatisfied
59%
Satisfied
10% 4% 22%
Neutral
Highly Dissatisfied
64%
Hypothesis 7:- Consumers prefer organized Retailing in the Fashion & accessories due to
better Quality.
Fashion & accessories =85100*100=85% Organized Transformation
65

Variety-66%+10%=76%Satisfied
Services-58%+23%=81%Satisfied
Fashion & Accessories - Price
Fashion & Accessories - Quality
Highly satisfied

2%
14%
27%
Highly satisfied
Dissatisfied
Highly Dissatisfied
57%
Satisfied
3%
14%
21%
Highly Dissatisfied
62%
66
Neutral

Fashion & Accessories - Variety
Highly satisfied
21%
Fashion & Accessories - Se rvice

3% 10%
Highly Dissatisfied
Highly satisfied
Dissatisfied
66%
Satisfied
1%1%
17%
23%
Neutral
Highly Dissatisfied
58%
Hypothesis 8: Consumers prefer much of organized shopping while purchasing footwear due to
better Quality
Footwear =86100*100=86% Organized Transformation
67

Footwear - Quality
Footwear - Price
Highly satisfied

2% 1%
23%
13%
9% 1%
36%
Highly Dissatisfied
54%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly
Dissatisfied
61%
Footwear - Variety
Highly satisfied
Footwear - Service
Satisfied Neutral Dissatisfied Highly satisfied

6%
12%
30%
Highly Dissatisfied

12% 2% 23%
Highly Dissatisfied
52%
63%
Hypothesis 9:- Consumers prefer organized catering services as due to better pricing.
68

Catering services =60100*100=60% Organized Transformation


Catering Services - Quality
Catering Services - Price

Highly satisfied

6% 4%
11%1%
38%
Highly Dissatisfied
52%
63%
69
25%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly
Dissatisfied

Catering Service - Services
Catering & Services - Variety
Highly satisfied
34%
Highly satisfied
27%
Dissatisfied
Highly Dissatisfied
Satisfied
1%
15%
Neutral
24%
Highly Dissatisfied
60%
39%
FINDINGS AND RECOMMENDATIONS
Consumers have generally gained with the emergence of organized outlets through the
availability of better quality products, lower prices, one-stop shopping, choice of additional
brands and products, family shopping, and fresh stocks. Both modern and traditional
retailers will co-exist in India, as both of them have their own competitive advantages. The
kirana has a low- cost structure, convenient location, and customer intimacy whereas
modern retail offers product width and depth and a better shopping experience. One of the
prime objectives of this study was to determine the major organized & unorganized
retailing sectors prevalent in Jodhpur city, to present the future constraints of retail sector
70

in Jodhpur city & consumer perception towards organized and unorganized retailing of
Jodhpur city.
This study indicated that 81% Customers like to buy food & grocery from airconditioned supermarkets because out of 86% customers are satisfied with the
variety of products and 74% are satisfied with better pricing, where as 19% buy
from Unorganized retailers as they are having a comparatively strong advantage
because of their ability to sell loose items, provision of credit, bargaining and home
delivery facilities.
This study indicated that 88% Customers are satisfied with the organized fashion &
accessories sector as they provide better store image, product availability, and price
discounts. From this study it was observed out of 84% people have increased
awareness of quality product they buy. The consumers think organized market has
a good share in Market, due to factors such as space, parking etc in comparison to
unorganized stores
The Study indicates out of 86% customers prefer organized footwear retailing.
From this study it was observed younger people have increased awareness of
quality product they buy and companies like adidas, Nike, Bata provide better
guarantee & warrantee for their product in compare to Unorganized shoe stores.
There is 73% organized catering service transformation 90% of better pricing &
88% of better quality of their product From this study it was observed younger
people have increased awareness of quality & hygienic product they eat. The
71

consumers think organized caters has a good share in Market, due to factors such
as space, service etc in compare to unorganized stores
Be everywhere, do everything and never fail to astonish the customer - Macys Motto
RECOMMENDATIONS FOR UNORGANIZED RETAIL Unorganized retailers should purchase variety of products from the single
wholesaler to avail adequate discounts so that they meet the cost expectations and
needs of their customers.
The unorganized retailers should continuously improve their display to compete
with the organized sector.
The unorganized retailers should offer cash discounts to customers on bulk
purchases. The unorganized retailers should offer attractive weekly or monthly
schemes for groceries and other items and promote them through leaflets or
pamphlets.
They should also go for collaborations within the regional level so that they can
survive in this globally competitive world.
RECOMMENDATIONS FOR ORGANIZED RETAIL
The organized retailers should offer lucrative schemes, discounts to generate
costumers stimulus.
72

The organized retailers should provide necessary arrangements for home delivery
of goods. Organized retailers have been adding value to their products through
prices, services and offers to attract and retain customers.
Organized retailers should organize efficient and effective loyalty programs. This
could help in providing recognition to the customers. Organized retailers should
make necessary arrangements for consumer complaint management because
customer complaints are the schoolbooks from which they could learn
It was observed through questionnaire results that in future retailing of Jodhpur
Shoppers stop, Zara, Meena bazaar, & Good Malls should come in Jodhpur as
these places are good to go around with friends and family
Better hygienic restaurants, roof top cafes, dominos pizza, KFC, Starbucks, to
attract teenager there should be lounges and good reputed brand outlets
Khimji jewelers, PVR, Better places to go around & better options for home decors
departmental stores like max, lifestyle etc should be there
Get Better options for office clothing, make sure about the services, product variety
& all dead stock in sale period in jodhpur rather keep low pricing strategies to
grab more sale in new arrivals.
CONCLUSION
73

The Indian Retail Industry is the fifth largest in the world. Comprising of organized and
unorganized sectors, Indian retail industry is one of the fastest growing industries in India,
especially over the last few years.
Though initially the retail industry in India was mostly unorganized, however with the
change of taste and preferences of consumers, the Industry is getting more popular these
days and getting organized as well. The Indian Retail Industry is expected to grow from
US$330 billion in 2007 to US$640 billion by 2015.
The very modern organized stores have taken the idea of retailing nowhere else
then from these old shops. The survey concluded that Jodhpurs organized and
unorganized retail sectors can co-exist and flourish. The growth in the Jodhpurs
organized retail market is mainly due to the change in the consumers behaviour.
This change has come in the consumer due to increased income, changing,
lifestyles, and patterns of demography which are favourable. Now the consumer
wants to shop at a place where he can get food, entertainment, and shopping all
under one roof. This has given Indian organized retail market a major boost.
While on the other hand the traditional stores are shops where the various product
available are the range of product really required by the customers. They
cautiously take care of the choice of the customers and bring the product which is
demanded by them. They try to satisfy them with the wide range and at the same
time maintain a good relationship to retain them and consequently convert them
74

into their loyal customer. The shopkeepers keeps latest products to their stores and
then learn how is it actually affecting the sales of products although there stores
have comparatively less product range the selection made is quite relevant.
75

BIBLIOGRAPHY
WEBSITES:
1. https://www.google.co.in/search?
q=retailing+meaning&hl=en-IN&gbv=2&oq=&gs_l=
76

2. http://www.dnb.co.in/IndianRetailIndustry/issues.asp
3. http://www.indiainbusiness.nic.in/industry-infrastructure/servicesectors/retailing.htm
4. http://business.mapsofindia.com/india-retail-industry/emerging-trendsin-indian-organized-retail-sector.html
5. http://indiainbusiness.nic.in/newdesign/index.php?
param=industryservices_landing/383/3
6. http://lec.sagepub.com/content/20/2/168.short
REFERENCES:1. Dholakia, R. R. (1999). Going shopping: key determinants of shopping
behaviour
and
motivations.
InternationalJournal
of
Retail
and
Distribution Management Bradford, 27, 154165.

2. Sinha, P. K. and Banerjee, A. (2004). Store choice behaviour in an evolving market.
International Journal of Retail & Distribution Management, 32(10), 482- 494.
3. Backstrom, K & Johansson, U (2006). Creating and consuming experiences in retail store
environments: Comparing retailer and consumer perspectives. Journal of Retailing and
Consumer Services, 13, 417430.
4. Terblanche, N. S. and Boshoff, C. (2006). The relationship between a satisfactory in-store
shopping experience and retailer loyalty. South African Journal of Business Management,
37(2), 33-43.
5. Kalhan, A. (2007). Impact of Malls on Small Shops and Hawkers. Economic Political
Weekly, 6, 2063-2066.
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6. Goswami, P. (2008). Would Kiranas in Urban India Survive the Modern Trade
Onslaught? Insight from Efficiency Perspective. Advances in Consumer
Research, 8(3), 44-67.
7. Das, G. & Kumar, R. V. (2009). Impact of Sales Promotion on Buyers Behaviour: An
Empirical Study of Indian Retail Customers. Global Marketing Journal, 3(1), 11-24.
8. Goswami, P., Mridula, S. Mishra, (2009). Would Indian consumers move from kirana
stores to organized retailers when shopping for groceries? Asia Pacific Journal of
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9. Inside store (2009). Unplanned Buying at Traditional Retail in India. A Research Report
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10. Mittal, K. C., Arora, M. and Parashar, A. (2011). An Empirical Study on factors affecting
consumer preferences of shopping at organized retail stores in Punjab. KAIM journal of
management and research, 3(2), 38-40.
11. Sivaraman. P. (2010). The future of unorganized retailing in Kanyakumari district. Asian
Journal of Management Research, 2(1), 434 442.
12. Kumar, K. S. (2011). A study on the strategies of unorganized retailers with reference to
consumer durables. International Journal of Business and Management Tomorrow, 1(1),
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78

Appendix
Questionnaire- I am pursuing MBA at FDDI Jodhpur. As a part of comprehensive project

Study, I have prepared a brief questionnaire. I solicit your help for the same. I assure you that the
information provided by you will be used for academic purposes only and will not be divulged to
anybody. Thanking you for your valuable time.
1. NAME: ___________________________________
2. GENDER: [ ] Male
[ ] Female
3. AGE:
[ ] 19-35 [ ] 36-50
[ ] 18 & under
[ ] 50 or more
4. OCCUPATION:[ ] Service [ ]Business [ ]Student [ ]Others

5. SHOPPING PREFERENCE:FOR FOOD &GROCERY:
[ ] Reliance Fresh
[ ] Fresh & Green
[ ] Vishnu General Store [ ] Hari Brothers store
i)
[ ] Big Bazar
Are you satisfied with its price?

[ ] Highly satisfied [ ] Satisfied [ ] Neutral [ ] Dissatisfied [ ] Highly dissatisfied
ii)
Are you satisfied with its Quality?

iii)
Are you satisfied with its Variety?

iv)
Are you satisfied with its Service?

FOR FASHION & ACCESSORIES:
[ ] Westside
[ ] Iconic
[ ] Levis
79
[ ] Peter England

[ ] Biba
[ ] John Players
[ ]Sakhi / She Selection
[ ] Rajus fashion mall

i)
[ ] United Colours of Benetton

ii)

iii)

iv)

FOR FOOTWEAR:
i)
[ ] Reebok
[ ] Bata
[ ] Metro
[ ] Adidas
[ ] Anarkali Footwears
[ ] Regal [ ] Nike
[ ] Karishma footwears

ii)

iii)

iv)

80

FOR CATERING SERVICES:

[ ] McDonalds [ ] Pizza Hut [ ] Caf coffee day[ ] Fun & Food [ ] Gypsy
i)

ii)

iii)

iv)

6. Kindly tell your Recommendation for future retailing in Jodhpur______________________________________________________________________________
81

82
ii
iii
iv
vi
vii
viii
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xi
xii
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TRANSFORMATION OF CONSUMER BUYING BEHAVIOUR FROM

UNORGANISED TO ORGANISED RETAILING