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Title : A Consumer Perception towards Retail Outlet With reference to D-MART

in Sangli City.

Author : Ms.M.M.Joshi. Co-Author : Mr.P.A.Petare.


Assistant Professor, Sanjay Ghodawat Assistant Professor, Sanjay Ghodawat
Institute, Faculty of Management, Institute, Faculty of Management,
Kolhapur. Kolhapur.

ABSTRACT:

This paper analyzes the perception of the people towards retail outlet D-mart in Sangli city with a
sample size of 50 respondents comes from different age, Education & Budget groups. Further this
paper focus on the peoples perception regarding the preferred purchase items, most important factors
which affects on the shopping decision and satisfaction level towards products and services
offered by the retail store. Statistical analysis reveals that the perception of the consumers was vary to
a large extent according to age, their Education and Budget.

KEYWORDS: - Customers, Retail outlet, Perception, Shopping Decision, Satisfaction.

INTRODUCATION: In the Globalisation era 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.

OBJECTIVES:

1. To study the perception of the consumer towards retail outlet through D-mart a retail
outlet in Sangli City.

2. To identify the types of items purchased preferred by the respondents.

3. To find out the most important factors which affects on the respondents shopping
decision.

4. To analyze customer satisfaction towards products and services offered by the retail
store.
RESEARCH METHODOLOGY:

The present study is mainly descriptive research focusing on the behaviour of consumers towards
retail stores and problems associated with them. It describes the characteristics of consumers
towards Mall/stores namely D-mart in Sangli city. The study was carried out to understand
perception of consumers about the major retail outlets in Sangli City. This study helps in better
understanding about the factors affecting the perception of people and making specific
suggestions to the outlets in attracting customers. It is quite difficult to have representative
sample of large population of the city. However, considering the time, cost and convenience a
sample of 50 respondents were selected from people visiting the retail outlets individually.
Primary data was collected from the people in Sangli City who visited to D-mart retail Outlet
through the Questionnaire.

DATA ANALYSIS & INTERPRETATION:

Table 1: Grouping of Respondents


The Grouping of Respondents on the basis of Age:-

The Grouping of Respondents on the basis of Age:- Respondents


20-30 years 28
30-40 years 10
40-50 years 6
Above 50 years 6
Total 50

Interpretation: It was found that 28 respondents were in the age group of 20-30 years of age, 10
respondents were in the age group of 30-40 years. However, there were 6 respondents in the age
group of 40-50 years & above 50 years. This indicates that younger people have more interest to
visits the stores compared to middle aged people. This has a strong bearing on the demand of
products available in the retail stores.
Table 2: Grouping of Respondents
The Grouping of Respondents on the basis of Education:-

The Grouping of Respondents on the basis of Education:- Respondents


High School 8
Intermediate 6
Graduate 15
Post graduate/ professional degree 12
Others 9
Total 50

Interpretation: 15 & 12 respondents were highly educated to the level of graduate & post
graduate professional courses respectively. While 8 respondents of educate up to high school & 6
were intermediate level. This shows that visitors to the retail stores were people of different
background.

Table 3: Grouping of Respondents


The Grouping of Respondents on the basis of Frequency of Visit:-

The Grouping of Respondents on the basis of Frequency of


Visit:- Respondents
Once a week 20
Fortnightly 16
Monthly 14
Total 50

Interpretation: The table indicated that about 20 of the respondents visit the retail store once a
week while 16 of respondents visit fortnightly. There were about 14 respondents visits retails
stores occasionally once a month.
Table 4: Grouping of Respondents
The Grouping of Respondents on the basis of Monthly Shopping Budget (thousand Rs):-

The Grouping Budget Budget Budget Budget Budget Budget


of (in (in (in (in (in (in
Respondents thousan thousan thousan thousan thousan thousan
on the basis of d Rs) d Rs) d Rs) d Rs) d Rs) d Rs)
Monthly Budget (in
Shopping thousand
Budget Rs)
2-5 5-10 10-20 25-50 Above Total
0-2 50
20-30 years 28 28
30-40 years 7 3 10
40-50 years 3 2 1 0 6
Above 50 3 3 6
years
Total 28 10 6 2 4 0 50

Interpretation: Table shows that 28 respondents in the age group of 20-30 years spend less than
Rs 2000 per month. While 10 respondents in the age group of 30 to 40 years spend more than 2
thousand per month. Among these respondents, 7 spend between Rs 2 to 5 thousand and about 3
spend between Rs 5 to 10 thousand per month. Among the relatively middle aged respondents, in
the age group of 40 to 50 years 3 spend about Rs 5 to 10 thousand,2 spend between 10 to 20
thousand while about 1 were able to spend more than Rs 20,000 per month. 3 spend between Rs
2 to 5 thousand and 3 spend about Rs 25 to 50 thousand per month. This clearly shows that
monthly budget of respondents vary to a large extent according to age, their profession, and
many other factors.

Table 5: Grouping of Respondents


The Grouping of Respondents on the basis of Types of Items purchased:-

The Grouping of Respondents on the basis of Types of Items


Purchased:- Respondents
Clothing 25
Footwear 15
Accessories 7
Others 3
Total 50

Interpretation: Table shows that 25 respondents purchase clothing items followed by footwear
15 respondents, accessories 7 respondents such as shades, perfumes, belts, caps, Jewelry etc. and
3 respondents other items.
Table 6: Grouping of Respondents
The Grouping of Respondents on the basis of Shopping Decision:-

The Grouping of Respondents on the basis of Shopping


Decision:- Respondents
Quality 15
Brand 12
Price 6
Store layout 7
One stop shopping 10
Total 50

Interpretation: Answer to the question that what affected your shopping decision at the retail
stores, respondents indicated that assured quality of product and services were the main
consideration. About 15 respondents replied for this consideration. Brand also played a key role
in selection of retail outlet for buying clothes and footwears. Price was not an important factor,
especially for the young customers who prefer more branded products. Moreover, store layout
and one stop shopping were important for respondents in making a choice of store with 7 & 10
respondents opinion respectively.
Table 7: Grouping of Respondents
The Grouping of Respondents on the basis of Level of Satisfaction about Retail Stores:-

The Grouping of Respondents on the basis of Level of


Satisfaction about Retail Stores:- Respondents
Highly Satisfied 32
Satisfied 12
Unsatisfied 6
Total 50

Interpretation: It was found that customers were quite happy/ satisfied with the products and
services, about 32 of the customers were highly satisfied with the products and services and 12
of the customers were satisfied. While about 6 customers were unsatisfied with the products and
services of the store.
CONCLUSION:

In todays globalisation scenario Retail market is playing an important role to increase


the GDP of any country. As far as India is concerned retail market is booming. Retail Market is
expanding in not only big cities but also in small cities like Sangli.
This paper emphasis on the consumer perception regarding the retail outlet with
reference to Sangli city. This paper concluded with the respondents perception regarding the
preferred types of items purchased were clothing items followed by footwear, accessories. Quality
& brand are the most important factors which affects on the shopping decision and people are
highly satisfied towards products and services offered by the retail store. So, the perception of the
consumers was varying to a large extent according to age, their Education and Budget.

REFERENCES:

1. Consumer Perception of Retail Outlets In Lucknow: A Case Study Dr. Amarendra Pratap
Singh, Ijrcm,Volume No. 4 (2013), Issue No. 06 (June).
2. Kothari.C.R, Research Methodology, New Age (P) Limited, Second Edition, 2004.
3. Hariharan.G. (2008), Profile and Perception Of Retail Consumers, Indian Journal Of
Marketing, Vol.Xxxviii, No.2
4. Www.Fibre2fashion.com/Industry...Retail-Industry.
5. Www.Indianground.Com/Retail/Retail-Sector-In-India
6. Www.Indiaretailing.Com

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