Comparative Study Of Organised Food Retailing In Pune

SINHGAD INSTITUTE OF MANAGEMENT, VADGAON (Bk.) PUNE.

A COMPARATIVE STUDY OF ORGANISED FOOD RETAILING IN PUNE

SUBMITTED BY CLASS: MBA 1 DIV C

SUNIL KAUTHALE RUCHA BHIDE AKSHAY SHEWALKAR ANUJ KUMAR JHA SWAPNIL RADE

C-63 C-64 C-66 C-69 C-70

GUIDED BY PROF. SATISH PAWAR

Comparative Study Of Organised Food Retailing In Pune

ABSTRACT
The total retail industry is the second largest employer in the country, next to the farming sector. Retail is being hailed as Indias industry of the future, incited by the countrys huge urban middle class population. The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. The organized retail industry in the food and grocery sector in India has existed for over 12 years. The changing food consumption patterns, consumer need for convenience, choice and value for money, are changing the set up of the retail format. The various factors paving the way to revolutionizing the food retailing in India are: changing life styles and tastes, increasing disposable income, increasing number of working women, change in consumption patterns and the impact of western lifestyle. Now are very own, Pune has emerged as a centre of modern architecture in India, with prize winning buildings. Pune culture reflects a blend of traditions with modernity, as along with hosting classical shows, the city also boasts an active nightlife. It is a very general observation that punieties are very selective about eating habits and also very choosy about the food they consume. Now, the research mainly focuses on Comparative study of organized food retailing in Pune, which will helped us to draw a suitable and concrete conclusion, based on analysis done. Also based on primary data i.e. questionnaires which were circulated among varied age groups across various locations in Pune, we concluded that Mc Donalds food joint is most preferred by Punieties in general. But also along with this other food joints were ranked based on food taste, service provided, ambience, price etc. Bases on this it was inferred that, Pizza Hut food joint is preferred among youngsters below 45 age group whereas; Kamat is preferred by older generation above 45 years of age.

Comparative Study Of Organised Food Retailing In Pune

TABLE OF CONTENTS

1. Aim and Objectives. 2. Introduction. 3. Review of Literature .. 4. Research Methodology.... 5. Data Analysis & interpretation.. 6. Finding and Suggestion.. 7. Conclusion 8. Limitation 9. Bibliography... 10. Questionnaire.

4 -5 6 - 15 16 - 22 23 - 28 29 - 40 41 - 44 45-46 47-48 49-50 51-54

Comparative Study Of Organised Food Retailing In Pune

CHAPTER 1

AIM & OBJECTIVE

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Comparative Study Of Organised Food Retailing In Pune

AIM AND OBJECTIVE

AIM:COMPARATIVE STUDY OF ORGANISED FOOD RETAILING IN PUNE.

OBJECTIVES:1. To find out Indian & Foreign originated organized food chains in Pune. 2. To find out the awareness about well organized food chains in Pune. 3. To study and compare consumer preferences towards the organized food chains considered. 4. To study the preference level and liking of cuisine of food products according to age group in the city. 5. To study the service provided by both organized food chains in Pune. 6. To study the various factors which determine the eating habits of foodies.

Comparative Study Of Organised Food Retailing In Pune

CHAPTER 2

INTRODUCTION
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Comparative Study Of Organised Food Retailing In Pune

INTRODUCTION
Retail comes from the Old French word retaillier (compare modern French retailer), which means "to cut off, clip, pare, divide" in terms of tailoring. It was first record as a ed noun with the meaning of a "sale in small quantities" in 1433. Like the French, the word retail in both Dutch and German (detailhandel and Einzelhandel, respectively) also refers to the sale of small quantities of items. Retailing consists of the sale of goods or merchandise from a fixed location, such as a department store, or by post, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. In commerce, a retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler and then sells smaller quantities to the end-user i.e. consumer. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. The total retail industry is the second largest employer in the country, next to the farming sector. Retail is being hailed as Indias industry of the future, incited by the countrys huge urban middle class population. The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India 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 tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30% annually. The India retail industry is expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore by the year 2010.

 Food retail Industry:

Food and grocery is the second-largest segment of the retail industry and the potential for new entrants in this segment is enormous, particularly in untapped markets like rural and semi-rural areas. Growing at the rate of 30%, the Indian food retail is going to be the major driving force for the retail industry. The food industry is on a roller coaster ride as Indians
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Comparative Study Of Organised Food Retailing In Pune continue to have a feast. Fuelled by large disposable incomes, the food sector is witnessing a remarkable change in consumption patterns, especially in terms of food. Food retailing has come of age, from a period when food items were sold in small road side grocer shops & mandis, haats and bazzars by vendors to a stage when food products (processed and groceries) are retailed through supermarket stores where consumers can inspect, select and pick up the products they like in a comfortable ambience and still pay a fair price for the product and the merchandise and sometimes even pay less than the price they would have paid at the nearest food stores. Shopping for groceries is no longer a strenuous and uncomfortable affair. Food retailing industry has revolutionized the shopping experience of the customers in India. It is growing at the rate of 30% and it is the major driving force for the retail industry. The food retail industry consists of the total revenues generated through food sales from supermarkets, hypermarkets, cooperatives, discounters, convenience stores, independent grocers, bakers, butchers and all other retailers of food and drink for the off premise consumption. Food and food products account for about 50% of the value of final private consumption. The percentage of income spent in households will drive growth in the food market. Indian consumers are happy with store goods than the branded goods and are very conservative on the packaged foods. Currently, the retail food sector is US$ 70 billion and is expected to rise to US$ 150 billion by 2025. Food retailing has largely been in hands of small roadside grocer shops, mandis and bazaars throughout the Indian history but slowly the shift is taking place towards retailing through supermarket stores. Retail food sale in India was approximately $132 billion in fiscal year 1998 and is growing at 13-14% per annum. The retail market for fruits and vegetables has grown at over 20 percent per annum. Of the total food and grocery market only Rs7bn is in the hands of organized sector. This organized market is expected to grow to Rs810bn by 2010.

 Organized Food Retailing in Pune:

The organized retail industry in the food and grocery sector in India has existed for over 12 years. It has been observed that very few retail stores in this sector have been able to reach a break-even point. Even so, the organized retail industry has expanded multifold and different formats of stores have been established.
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Comparative Study Of Organised Food Retailing In Pune The organized retailing has helped in promoting several niche categories such as packaged fruit juices, hair creams, fabric bleaches, shower gels, depilatory products and convenience and health foods, which are generally not found in the local kirana stores. Looking at the vast opportunity in this sector, big players like Reliance has announced its plans to become the country's largest modern retainers by establishing a chain of stores across all major cities.

Apart from metro cities, several small towns like Nagpur, Nasik, Ahmedabad, Aurangabad, Sholapur, Kolhapur and Amravati has seen the expansion of modern retails. Small towns in Maharashtra are emerging as retail hubs for large chain stores like Pantaloon Retail because many small cities like Nagpur have a student population, lower real estate costs, fewer power cuts and lower levels of attrition. However, retailers need to adjust their product mix for smaller cities, as they tend to be more conservative than the metros. In order for the market to grow in modern retail, it is necessary that steps are taken for rewriting laws, restructuring the tax regime, accessing and developing new skills and investing significantly in India.

India is rated as the most attractive retail market. Table 1.1.-Ratings of Retailers across the world Market attractiveness 25% 34 58 40 56 41 49 35 14th Market Saturation 30% 91 71 53 66 59 58 85 1st Time Pressure 20% 80 92 90 65 71 40 30 7th 1st 2nd 4th 9th 12th 18th 25th 1st

Country risk Country India Russia China Turkey Thailand Malaysia Egypt Indias rank 25% 62 52 68 51 64 70 51 24th

Rank

Comparative Study Of Organised Food Retailing In Pune The changing food consumption patterns, consumer need for convenience, choice and value for money, are changing the set up of the retail format. The Indian consumers visit 8 to 10 outlets to purchase the various food products. These outlets include neighborhood kirana stores, bakeries, fruit and vegetable outlets, etc. which are very time consuming and unproductive way of purchasing of food. The first challenge facing the organized retail industry in India is the competition from the unorganized sector. Traditional retailing has established in India for some centuries. It is of low cost structure, mostly owner-operated and has negligible real estate and labour costs and there are little or no taxes to pay. Consumer familiarity that runs from generation to generation is one big advantage for the traditional retailing sector. In contrast, players in the organized sector have big expenses to meet and yet have to keep prices low enough to be able to compete with the traditional sector. Some of the key retailers in India are as follows. Table 1.2.-Key Retailers in India Sr. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. Retailer Pantaloon Retail India Ltd. Subhiksha Trading ITC Pizza Hut Dominos Adani Agrifresh India Ltd. Reliance McDonalds Niligiris Metro Cash2Carry NAFED Apna Bazaar RK Foodland Namdhari Fresh Spencer Plaza

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Comparative Study Of Organised Food Retailing In Pune

The changing food consumption patterns, consumer need for convenience, choice and value for money, are changing the set up of the retail format. The Indian consumers visit 8 to 10 outlets to purchase the various food products. These outlets include neighbourhood kirana stores, bakeries, fruit and vegetable outlets, etc. which are very time consuming and unproductive way of purchasing of food. Fig 1: Distribution of Total retail Sales

Total Retail Sales

Food & grocery

Clothing Durables Jewellery & accessories Home Furnishing Health & Beauty Medical Services Footwear Books & music

Also, food sector comprises maximum hare in retail industry. It is widely acknowledged that FDI can have some positive results on the economy, triggering a series of reactions that in the long run can, it can lead to greater efficiency and improvement of living standards, apart from greater integration into the global economy. Supporters of FDI in retail trade have said that how ultimately the consumer is benefited by both price reductions and improved selection, brought about by the technology and knowhow of foreign players in the market. This in turn can lead to greater output and domestic consumption. The primary task of government in India is still to provide livelihoods and not create so called efficiencies of scale by creating redundancies.

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Comparative Study Of Organised Food Retailing In Pune Currently, the retail food sector is US$ 70 billion and is expected to rise to US$ 150 billion by 2025. The graph below shows that the share of food & grocery in the sales of retail is more than any other item like clothing, durables, footwear, books and music, etc. Also, to study the organized food retailing in a particular city is a topic of discussion and study. Our research paper mainly and fore mostly deals with studying the organized food retailing in Pune. And based on our research to draw a suitable conclusion, as to which organized food joint is mainly preferred by consumers. Imagine one walking through the air conditioned lanes smelling fresh food and groceries, awesome food, enjoying light music, experiencing five star ambiences and above all spending reasonable money on food products without bargaining with the vendors. The retail sector and its environment have experienced radical changes in the last decade. Most of the challenges are due to changing demographics, social, politic, business climate, and changes in the retail sector including the addition of Wall Mart, Carrefour, KMart, etc. Organized retail has started to spread its roots in the Indian market since past one decade and is gradually making mark among all sections of the society. The various factors paving the way to revolutionizing the food retailing in India are: changing life styles and tastes, increasing disposable income, increasing number of working women, change in consumption patterns and the impact of western lifestyle. Modern state of food retailing is not a demand led but the supply led. Major spending on food and increasing usage of out of home food consumption represent a significant opportunity for food retailers and food service companies.

Favorable demographic and psychographic changes relating to India's consumer class, international exposure, availability of increasing quality retail space, wider availability of products and brand communication are some of the factors that are driving the retail in India. Over the last few years, many international retailers have entered the Indian market on the strength of rising affluence levels of the young Indian population along with the heightened awareness of global brands and international shopping experiences and the increased availability of retail real estate pace.

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Comparative Study Of Organised Food Retailing In Pune

Challenges In Food retailing:y

The first challenge facing the organized retail industry in India is the competition from the unorganized sector. Traditional retailing has established in India for some centuries. It is of low cost structure, mostly owner-operated and has negligible real estate and labour costs and there are little or no taxes to pay. Consumer familiarity that runs from generation to generation is one big advantage for the traditional retailing sector. In contrast, players in the organised sector have big expenses to meet and yet have to keep prices low enough to be able to compete with the traditional sector.

High costs for the organized sector arises from: higher labour costs, social security to employees, high quality real estate, much bigger premises, comfort facilities such as airconditioning, back up power supply, taxes etc. Organised retailing also has to cope with the middle class psychology that the bigger and brighter a sale outlet is, the more expensive it will be.

The Indian consumer has a demand for freshly cooked food than over packaged food. The Indian consumer is extremely value conscious. The packaged food players need to drive down prices by almost 35-40% to be comparable on cost with home made players.

There are multiple cultures, languages and religions which bare having huge bearing on the tastes and preferences of the Indian consumers. This will pose challenge for the players aspiring to develop the Indian presence.

As the retail expands, there is expected to be a dearth of skilled manpower. The lack of institutions and courses for different aspects of retail management will have an impact on overall supply of quality manpower.

y y

The local law does not easily permit the organizations to open the stores. Agricultural markets, in most parts of the country, are regulated under the State APMC (Agriculture Produce Market Committee) Acts. The act was established to protect farmers and set a minimum support price. However, today it is creating a problem for the competitive marketing system and smooth supply of raw materials to agro-processing industries. Thus, it affects the on time delivery of the products to the retail outlets.

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Comparative Study Of Organised Food Retailing In Pune There is an old industry saying that customer is king Food retailers today will update that saying to customers is the dictator because of fierce competition, new technology and business practices the market power of customer is strong and growing stronger. Now, the research is mainly made on Comparative study of organized food retailing in Pune, which will help to draw a suitable and concrete conclusion, based on analysis done. And based on the same, a strong conclusion can also be drawn, stating which organized food joint is mainly preferred by consumers and customers of Pune.

 History of the city:

Pune formerly called Poona, also known as Punya-Nagari, is the eighth largest metropolis in India, the second largest in the state of Maharashtra after Mumbai, and the largest city in the Western Ghats. Once the center of power of the Maratha Empire, it is situated 560 meters above sea level on the Deccan plateau at the confluence of the Mula and Mutha rivers. Pune is the administrative capital of Pune district. Pune is said to be the cultural capital of the state of Maharashtra. It epitomizes the Marathi culture, which lays emphasis on education, arts and crafts, music, and theatre. Pune has emerged as a centre of modern architecture in India, with prize winning buildings. Pune culture reflects a blend of traditions with modernity, as along with hosting classical shows, the city also boasts an active nightlife. Home to the Peshwas and Marathas, Pune is a historic city. The food of these communities is delicate, sparsely designed and entirely vegetarian. It is a very general observation that punieties are very selective about eating habits and also very choosy about the food they consume. There are many famous solo restaurants and also food joints in Pune, which are famous not only in Pune, but also around the world. To name a few Chitales Bakarwadi, Sujatas Mastani, South Indian food joints like Vaishali, Rupali, and Wadeshwar. Also along with this, many new food joints have started off well in Pune and also the business has increased. To name some of very famous food joints are Mc Donalds, Pizza Hut, Smokin Joes, CCD (Caf Coffee day), Baristas, Subway, Sigree, Barbeque Nation etc.

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Comparative Study Of Organised Food Retailing In Pune Also, along with foreign originated food joints, Indian originated food joints like Kamat, Purepur Kolhapur are pretty famous and loved by maximum foodies in Pune. Our research paper mainly focuses on finding the most preferred food joint in Pune by various age group people around Pune. The system of collecting data for research projects is known as research methodology. The data may be collected for either theoretical or practical research, for example management research may be strategically conceptualized along with operational planning methods and change management. Various locations like Sadashiv Peth, Sinhgad Road, Katraj, Karvenagar and Kothrud were considered for the survey done. Also total sampling size considered was that of 300 and also the data collected was primary data type. The inputs in the research paper incorporate the qualitative information obtained from various age groups ranging from 15 to 70 of varied income groups in Pune. Questionnaire comprising of nineteen questions was distributed among various people with varied income groups around Pune.

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Comparative Study Of Organised Food Retailing In Pune

CHAPTER 3

LITERATURE REVIEW
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Comparative Study Of Organised Food Retailing In Pune

LITERATURE REVIEW
The need to understand consumer-buying behavior was identified in the marketing literature over fifty years ago (Clover 1950). Ever since, many researchers from different areas of research, such as economics, marketing, and psychology, have shown interest in studying this interesting and complex behavior in a traditional commerce context. These researchers have made significant contributions to our understanding of consumer behavior. According to the Merriam-Webster online dictionary, a consumer buying behavior is very much influenced by the stimulus to purchase. Store attributes are a mix of functional and psychological attributes of a retail outlet as perceived by the consumer. Functional attributes include merchandise selection, price ranges, service provided, store layout and other factors that can be measures to some degree and used to compare one outlet objectively with its competitors.
y Mick Marchington have done the research on human resource management in food

retailing:It is argued here that there are two quite distinct strands of literature on human resource management in food retailing, neither of which appears to pay much attention to the other. The first is written primarily by specialists in retailing, who examine human resource issues along with other aspects of management in the sector. The second strand is publications by human resource management specialists, who examine HR issues in retailing alongside their study of similar topics in other sectors. Both have their strengths and weaknesses, and their theoretical and methodological preconceptions, which tend to limit the development of a proper theoretical base for the subject. It is suggested that greater cognizance should be taken of the other literature in each case, and that further advances can only be made through interdisciplinary research studies that combine the best of both groups.
y

Cude Brenda J. and Morganosky Michelle A. (2001) analyzed that the consumer does cross shopping between supermarkets and non-traditional food retail outlets. They examined the reasons by focus groups which were conducted in two major metropolitan markets and one medium size market. Focus groups patronized the increased number of the types of food retail outlets, but they said that they didnt spent more time in grocery shopping at multiple formats of food retail outlets.
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Comparative Study Of Organised Food Retailing In Pune

y

Joshi Pradnya A., Patel Sonali P. (2000) , suggested from the study that Fresh vegetables & fruits are exposed to potential microbial contamination. Consumer demand is to use fresh vegetables & fruits which are bacteriological safe. According to them, the microbial load in local market samples was very high as compared to super market & Hydrogen Peroxide can be used as rinsing agent to improve the quality of fresh vegetables & fruits.

y Miguel Ignacio Gomez & Edward W. McLaughlin have done work on Changes in Customer

Satisfaction Lead to Changes in Sales Performance in Food Retailing:We measure the links between store attribute perceptions and customer satisfaction, and between customer satisfaction and sales performance, in the food retail sector. Our data set consists of six waves of customer satisfaction and sales information for about 250 stores over the period 1998- 2001 for a publicly held supermarket company. We construct a statistical model to address nonlinearities and asymmetries in the satisfaction-sales performance links, and we illustrate how food retailers can affect store revenues by managing customer satisfaction. Contributions of our study include the analysis of behavioral consequences of customer satisfaction in the food retail sector, the measurement of complexities of the satisfaction-sales performance links based on an empirical model of first differences, and a discussion of how managers can use such results for customer satisfaction policies. We measure the links between attribute perceptions and customer satisfaction, and between customer satisfaction and sales performance, in the food retail sector. The study relies upon an extensive data set comprised of six waves of customer satisfaction and sales information for approximately 250 stores over the period 1998-2001 for a publicly held supermarket company operating in the Eastern US. We construct a statistical model in first differences that addresses the inherent nonlinearities and asymmetries in these links. We also provide an example of how firms can use the estimated linkages to develop satisfaction policies that are predicted to increase store revenues.
y B.B. Goyal, Meghna Aggarwal have done the study on Organized retailing in India An

empirical study of appropriate formats and expected trends:The retail sector and its environment have experienced radical changes in the last decade. Most of the challenges are due to changing demographics, social, politic, business climate, and changes in the retail sector including the addition of Wall Mart, Carrefour, KMart, etc. This paper examines the relative importance of the various products purchased at organized retail outlets and the choice of format, the consumer has when purchasing a
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Comparative Study Of Organised Food Retailing In Pune product. The paper also discusses the expected development of organized retail in the future, focusing on aspects with potential effects on consumer purchasing behavior. Not all items are equally important for retail outlets and various products need specific retail formats.
y Mridula S. Mishra done the research on The consumption pattern of Indian Consumers:

choice between traditional and organized Retail:Organized retail has started to spread its roots in the Indian market since past one decade and is gradually making mark among all sections of the society. This paper tries to explore the way organized retail has dramatically changed not only the Indian traditional retailing structure by also the consumption behavior. The consumption behavior was examined with the help of a structured questionnaire. The results show that, for consumers, the shopping mall or variant of organized retail format is the preferred type of retail store, due to convenience and variety.
y Kumcu Erdogan, Kumcu Ercan M. (1987) discussed that the small food stores are dominant

form of food retailing in Turkey. They argued that country-specific-demand-side variables such as consumption patterns and shopping habits, supply side variables. These supply side variables are marketing by stores and markets entry conditions and public policy. These variables play important roles beyond the stage of economic development in determining the food retailing structure in the developing countries.
y

Hahn, Green William F. and Richer D. (2000) suggested the dynamic econometric model relating the wholesale meat prices to retail prices. The wholesale meat demand was estimated using the monthly data on the U.S.P rises and quantities of beef, pork and chicken. The hypothesis was that there were fixed proportion between wholesale meat inputs and retail meat outputs.

Gevens Maggie, Brengman Malaika and Jegers Rosette S. (2002) said that consumers are not fond of the way they do grocery shopping. On the other hand, consumers seem to prefer that the retail stores evolve in retailing superstores, rather than choosing the more revolutionary alternative of online shopping that indicates the prediction of the future success of online retailing that may be inflated and the experiential aspect of high-touch products should be underestimated.

Cummins, S. and Petticrew, M. and Sparks, L. and Findlay, A. (2005), suggested that when adjusting for age, sex, educational attainment and employment status, there is no population impact on the daily food and vegetable consumption and psychological health. They assess

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Comparative Study Of Organised Food Retailing In Pune the effect on fruit and vegetable consumption and psychological health of a natural experiment by the introduction of large scale food retailing in a Scottish community.
y

Sehran P., Narendra Babu R., Sureshkumar R. and Venkataramanujan V. (2007), suggested on the basis of microbial quality assessment that pork products were found to be better in comparison with other meat products. They studied on microbial quality of the commercially available beef, pork, mutton and chicken products in Chennai city. They found that mutton products showed the highest microbial counts in all the microbial quality parameters.

Andres Sven M. (2008) suggested the evidence of retail oligopoly power. It estimates indicate that retail market power accounts for 0.5% to 11% of the retail unit margins of beef and pork. There is also the estimate of the degree of oligopoly and market power in the German food retail industry. It is derived by applying a set of monthly state level retail of beef and pork marketing data in the federal state of Hessen, Germany.

Gohin Alexandre, Guyomard Herve (2008) suggested the pricing behavior for food retailing firms in both a quantity-setting oligopoly engaged in the joint production of demand related final goods and quantity-setting oligopsony for supply-unrelated wholesale goods by developing the empirical model. This model was applied to french food retail industry and three commodities were distinguished like dairy products, meat products and other food products.

Mangla K.P, Chenagappa P.G. (2008), suggested the main strategy of the food retail chain ensures a steady and continuous supply of fresh vegetables and flow of income to the farmers. This linkage has been able to change the method of farming and marketing arrangement followed by the food retail chains. This model of linkage is specially suited to small and marginal farmers. It improves their economic conditions by providing an opportunity to grow and supply high- value vegetables round the year at the descent price.

Fast Food Industry With todays hectic lifestyles, timesaving products are increasingly in demand. Perhaps one of the most obvious examples is fast food. Today the demand for the, hectic lifestyles, timesaving products are increasingly. Obliviously one of the example is Fast Food Industry. The rate of growth in consumer expenditures on fast food has led most other segments of the food-away-from home market for much of the last two decades. Since 1982, there is growth rate in consumer spending at fast food. The consumers spent at fast food outlets grew at an annually he proportion of away-from home food expenditures on fast food also increased. Everyone eats Fast Food even knowing that it is not healthy for them. Reasons
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Comparative Study Of Organised Food Retailing In Pune are because of speed, convenience and price. However, fast food has many hidden costs, including the high price of bad health. Not to mention the fact that for such cheap food, you're actually being overcharged by a big amount. So the real reason is not price, but convenience. You can get much cheaper food by cooking for yourself, but you are not always at home to do the cooking, or you do not always feel like cooking. Now People want quick and convenient meals they do not want to spend a lot of time preparing meals, traveling to pick up meals or waiting for meals in restaurants. That result, consumers rely on fast food. Knowing this fast food providers are coming up with new ways to market their products that save time for consumers. The rapid rate at which the fast food industry continues to add outlets is as much a reflection of consumer demand for convenience as it is a reflection of demand for fast food itself.
y

Consumer Purchase Intention At Traditional Restaurant And Fast Food Restaurant:Consumer Purchase Intention at Traditional Restaurant and Fast Food Restaurant Wan Zawiyah Wan Halim, Abu Bakar Hamed, The objective of this study is to examine correlation between consumer attitude, satisfaction, loyalty, and purchase intention at traditional restaurant and fast food restaurant. The results indicate that consumer loyalty was highly significantly related to consumer purchase intention at both types of restaurants. Acknowledging that consumer loyalty is the most significant variable that correlated with purchase intention, thus we infer that loyal customers would repurchase more and recommend their favorable restaurant to others. It is hope that the findings of this study would add to existing empirical research and knowledge in the local and global context to academicians and practitioners. Keywords: consumer attitude, consumer loyalty, consumer satisfaction, purchase intention, traditional restaurant, fast food restaurant Background Malaysian restaurant industry is undergoing major changes due to rapid urbanization and changing lifestyles, which cause the increase in eating out trend and sways consumers choice on which types of restaurant to be visited. This eating out trend also has flourished the coexistent of traditional and fast food restaurants in Malaysia. Traditional restaurant is defined as non-fast food, processes of differentiation, with full or partially services that can be extended to cover many ethnic food operations (Wood, 1994). A fast-food restaurant is characterized as a quick services of franchised restaurant chain, which supplied the food quickly after ordering and minimal service offering for dining and takeout facilities (Elliot and Reed, 1999). Understanding that different people select different types of restaurants for eating outside.

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y Vera Belaya and Jon Hanf have done study on Implication of food retail

Internationalization for Urban and rural Russia:The internationalization of food retailing and manufacturing that has swept through the agro-food system in industrialised countries is now moving into Russia. Farmers and policy-makers are struggling to keep up with the new demands on the local supply chains created by modern food manufacturers and retailers. The government has relatively less regulations for consumer-based economy, and low maturity and saturation of the Russian market makes it attractive for global players. Such emerging global patterns as food supply chains led by supermarkets and food processing companies, rapid urbanization, and enhanced information and communication technologies indicate the need to study these developments by differentiating among rural and urban areas. The research aims at assessing challenges, emerging trends and forces driving change for development of food retail internationalization and its implications for urban and rural areas in Russia by means of a structured literature review. Food retailing: fast food industry:Marketing to children's: fast food outlets in India target childrens as their major customers. They introduce varieties of things that will attract the childrens attention and by targeting childrens they automatically target their parents because Childrens are always accompanied by their parents. Low level customer commitment: Because of the large number of food retail outlets and also because of the tendency of customer to switch from one product to other (as food is one areas where customer wants to try everything new that comes to the market), this industry faces low level customer commitment. Value added technology services: There is continuous improvement in the technology as far as fast food market in India is considered. The reason behind that is food is a perishable item and in order to ensure that it remain fresh for a longer period of time, there is a need for continuous upgradation in technology. Earlier, Indian people prefer eating at home but now with the change in trend there is also need for improvement and upgradation of technology in food sector. Attracting different segments of the market: Fast food outlets are introducing varieties of products in order to cater the demands of each and every segment of the market. They are introducing all categories of product so that people of all age, sex, class, income group etc can come and become a customer of their food line.
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CHAPTER 4

RESEARCH METHODOLOGY
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Comparative Study Of Organised Food Retailing In Pune

RESEARCH METHODOLOGY
RESEARCH

 Definition:Research can be defined as the search for knowledge, or as any systematic investigation, with an open mind, to establish novel facts, usually using a scientific method. The primary purpose for applied research (as opposed to basic research) is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. The system of collecting data for research projects is known as research methodology. The data may be collected for either theoretical or practical research, for example management research may be strategically conceptualized along with operational planning methods and change management. Some important factors in research methodology include validity of research data, Ethics and the reliability of measures. Formulating of research questions along with sampling weather probable or non probable is followed by measurement that includes surveys and scaling. This is followed by research design, which may be either experimental or quasiexperimental. The last two stages are data analysis and finally writing the research paper, which is organized carefully into graphs and tables so th only important relevant data is at shown.

METHODOLOGY
Research methodology defines what the activity of research is, how to proceed, how to measure progress, and what constitutes success. It is a way to symmetrically show the research problem and also can be understood by a science of studying, how research is done scientifically. It is necessary for the researcher to know the methodology along with various research methods. The research methodology includes research design, objectives of study, scope of study and to achieve expected results.

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Comparative Study Of Organised Food Retailing In Pune

Research is a process of systematic and in depth study of search for a particular topic, subject/area, of investigation which is backed up by collection, compilation, presentation and interpretation of data. Research is an art of scientific investigation. It is a movement from known to unknown. the research is a voyage of discovery. Broad Area of research - Food Retail organizations. Specific Area of Research- Retailer service and its effect on customers buying behaviour for Food retail outlets in Pune.

 Scope / Significance Of Research:1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Research For Decision Making Throws light on risks and uncertainty Identify alternative courses of action Helps in economic use of resources Helps in project identification Solves investment problems Solves pricing problems Solves allocation problems Solves decision making issues in HR Solves various operational and planning problems of business and industry

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Comparative Study Of Organised Food Retailing In Pune

 Research Process
The Research Process for the project was carried out in the following mannerDefine esearch Problem

eview the Literature

Formulate Hypothesis

Design esearch

Collect Data

Analyse Data

Intrepret and eport

 Data Collection:Data:- Statistical information is called data Information:- Processed data is called information. Collection:- Collection means the assembling, for the purpose of particular investigation of entirely new data, presumably not already available in published sources. It includes purposive gathering of information relevant to the subject matter of study from the units under investigation. The person or firm or industry about which we require the information is called unit under investigation. When we study part of population instead of Population, it is called Sample. Collection of data from the units in sample is called Sample Survey.

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Comparative Study Of Organised Food Retailing In Pune

y

Primary Data:

-The data which is collected from the very source where the information is generated is called Primary data. -Primary data are obtained by a study specifically designed to fulfill the data needs of the problem at hand. It can be obtained by various methods like by observation, through personal or telephonic interviews, by mailing the questionnaire etc. Data collection for this research study was thus collected through primary source through questionnaires only.
y

Advantages Of Primary Data 1. Frequently includes definitions of terms and units used. 2. Often includes a copy of the schedule and a description of the procedure used in selecting the sample in collecting the data. 3. Usually shows data in greater detail.

Method Of Collecting Primary Data

The primary data was collected through questionnaire survey for addressing research question. A well structured questionnaire was prepared which was filled up by the customers at various outlets in Pune. The questions covered certain aspects as: 1. Reason for selecting a particular retailer by customers in Pune City. 2. Most preferred brand by customers. 3. Best service and quality provider in the city 4. Parameters which attract the customers towards food mall. 5. Relationship between annual income and the expenditure of the customer. 6. Satisfaction level of the customer and the parameters on which satisfaction of the customer depends on.

Place Of Collecting Primary Data The questionnaire was filled by people from various age groups ranging from 15 to 70

of varied income groups in Pune. . The data was obtained from variety of people from different locations like Sadashiv Peth, Sinhgad Road, Katraj, Kothrud and Karvenagar in Pune.
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Comparative Study Of Organised Food Retailing In Pune

y

Sample Design: Sample design is a definite plan determined before any data are actually collected for

obtaining a sample from a given population. It consists of convenience sampling methods which includes 1. Selection of study area 2. Selection of sample size It is essential to collect the primary data to make sample survey. Successful and the most popular technique of data collection is through a questionnaire, thus a questionnaire was framed and distributed manually among all the age groups. A questionnaire comprising of 19 questions was distributed among the sample size of 300. Sample size = 300 Collected Data = 270

 Analysis of Data
This step includes editing, coding, tabulation and processing of collected data. After the survey was complete they are required to be checked again for completeness, accuracy and uniformity. The next step was coding. Different categories were identified into which responses are classified. Then tabulation was done. Data was sorted into different categories and numbers of cases that belong to those categories were counted. Data was analyzed by help of mean, standard deviation, crosstabs, frequencies etc and on basis of it interpretation was done.

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Comparative Study Of Organised Food Retailing In Pune

CHAPTER 5

DATA ANALYSIS & INTERPRETATION

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Comparative Study Of Organised Food Retailing In Pune

DATA ANALYSIS AND INTERPRETATION

Data analysis is a practice in which raw data is ordered and organized so that useful information can be extracted from it. The process of organizing and thinking about data is key to understanding what the data does and does not contain. There are a variety of ways in which people can approach data analysis, and it is notoriously easy to manipulate data during the analysis phase to push certain conclusions or agendas. For this reason, it is important to pay attention when data analysis is presented, and to think critically about the data and the conclusions which were drawn. Raw data can take a variety of forms, including measurements, survey responses, and observations. In its raw form, this information can be incredibly useful, but also overwhelming. Over the course of the data analysis process, the raw data is ordered in a way which will be useful. For example, survey results may be tallied, so that people can see at a glance how many people answered the survey, and how people responded to specific questions. In the course of organizing the data, trends often emerge, and these trends can be highlighted in the write up of the data to ensure that readers take note. In a casual survey of ice cream preferences, for example, more women than men might express a fondness for chocolate, and this could be a point of interest for the researcher. Modelling the data with the use of mathematics and other tools can sometimes exaggerate such points of interest in the data, making them easier for the researcher to see. Charts, graphs, and textual write-ups of data are all forms of data analysis. These methods are designed to refine and distil the data so that readers can glean interesting information without needing to sort through all of the data on their own. Summarizing data is often critical to supporting arguments made with that data, as is presenting the data in a clear and understandable way. The raw data may also be included in the form of an appendix so that people can look up specifics for themselves. Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of highlighting useful information, suggesting conclusions, and supporting decision making.
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Comparative Study Of Organised Food Retailing In Pune

Age Group

Preference 1 15-25 25-35 35-45 45-55 55 above Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total 42 15.6% 37 13.7% 13 4.8% 4 1.5% 2 .7% 98 36.3% 2 65 24.1% 70 25.9% 12 4.4% 18 6.7% 7 2.6% 172 63.7% Total 107 39.6% 107 39.6% 25 9.3% 22 8.1% 9 3.3% 270 100.0%

 Which type of restaurant is preferred? 1: Chain of restaurants 2: Solo Restaurant, w/o franchisee
y

63.7% of the population

prefer solo restaurants

Total

 Preference of restaurants according to Income

Pref. of restaurants

Income Lakhs
0 0-1.5 1.5-3 3-4.5 4.5-6 6 above Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Chain 42 15.6% 1 .4% 8 3.0% 27 10.0% 8 3.0% 12 4.4% 98 36.3%

Solo 56 20.7% 3 1.1% 12 4.4% 45 16.7% 34 12.6% 22 8.1% 172 63.7%

Total 98 36.3% 4 1.5% 20 7.4% 72 26.7% 42 15.6% 34 12.6% 270 100.0%

y 63.7% of total sample size prefer solo restaurants i.e. without franchisee

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Comparative Study Of Organised Food Retailing In Pune

Location Preference

Locality
KA Count % of Total KO Count % of Total KR Count % of Total SP Count % of Total SR Count % of Total Total Count % of Total

Yes 20 7.4% 39 14.4% 14 5.2% 29 10.7% 127 47.0% 229 84.8%

No 3 1.1% 5 1.9% 2 .7% 3 1.1% 28 10.4% 41 15.2%

Total 23 8.5% 44 16.3% 16 5.9% 32 11.9% 155 57.4% 270 100.0%

 Do you consider location first while selecting any restaurant? KA: Katraj KO: Kothrud KR: Karvenagar SP: Sadashiv Peth SR: Sinhgad Road
y

84.4% of the total sample

size always considers location first before selecting any restaurant.

Price preferences

Income(L)
0 0-1.5 1.5-3 3-4.5 4.5-6 6 above Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

Yes 82 30.4% 4 1.5% 17 6.3% 66 24.4% 39 14.4% 26 9.6% 234 86.7%

No 16 5.9% 0 .0% 3 1.1% 6 2.2% 3 1.1% 8 3.0% 36 13.3%

Total 98 36.3% 4 1.5% 20 7.4% 72 26.7% 42 15.6% 34 12.6% 270 100.0%

 Do you consider price value i.e. affordability while selecting any restaurant?
y 86.7%

of

the

total

sample size of the income group considers price value.

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Comparative Study Of Organised Food Retailing In Pune

 Which type of food is preferred?

Preferred Food

Age Group
15-25 Count % of Total Count % of Total 35-45 45-55 Count % of Total Count % of Total 55 Count above % of Total Total Count % of Total

1 48 17.8% 62 23.0% 10 3.7% 15 5.6% 7 2.6% 142 52.6%

2 59 21.9% 45 16.7% 15 5.6% 7 2.6% 2 .7% 128 47.4%

Total 107 39.6% 107 39.6% 25 9.3% 22 8.1% 9 3.3% 270 100.0%

25-35

1. Vegetarian Food

2. Non-Vegetarian Food

44.2% of total considered sample size like and prefer vegetarian food below age group of 45 years. 8.2% of total considered sample size like and prefer Non-Vegetarian food above 45 years of age

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Comparative Study Of Organised Food Retailing In Pune

 Which organized food joints are preferred?

Preference of food joints

Income
0 Count % of Total 0-1.5 1.5-3 3-4.5 4.5-6 6 above Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

1 33 12.2% 3 1.1% 14 5.2% 43 15.9% 21 7.8% 18 6.7% 132 48.9%

2 20 7.4% 0 .0% 4 1.5% 11 4.1% 4 1.5% 2 .7% 41 15.2%

3 5 1.9% 0 .0% 0 .0% 1 .4% 1 .4% 2 .7% 9 3.3%

4 2 .7% 0 .0% 0 .0% 2 .7% 0 .0% 1 .4% 5 1.9%

5 12 4.4% 1 .4% 0 .0% 9 3.3% 6 2.2% 3 1.1% 31 11.5%

6 1 .4% 0 .0% 0 .0% 1 .4% 1 .4% 2 .7% 5 1.9%

7 6 2.2% 0 .0% 1 .4% 0 .0% 0 .0% 0 .0% 7 2.6%

8 1 .4% 0 .0% 0 .0% 0 .0% 0 .0% 2 .7% 3 1.1%

9 10 3.7% 0 .0% 1 .4% 3 1.1% 7 2.6% 3 1.1% 24 8.9%

10 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 1 .4% 1 .4%

11 8 3.0% 0 .0% 0 .0% 2 .7% 2 .7% 0 .0% 12 4.4%

Total 98 36.3% 4 1.5% 20 7.4% 72 26.7% 42 15.6% 34 12.6% 270 100.0%

1:Mc Donalds 5: Kamat 9:Purepur Kolhapur

2: Pizza Hut 6: Mainland China 10:Sigree

3: Smokin Joes 7: CCD (Cafe Coffee Day) 11:Barbeque Nation

4: S ubway 8: Baristas

48.9% of the total considered sample size prefers Mc Donalds, as their first choice.

Mc Donalds is located in many locations across Pune, For Eg: Karve Road, JM Road, Camp, Kalyaninagar etc

It is a famous food joint in Pune offering many varieties of food items ranging from Burgers, Sandwiches etc offered for both Vegetarian and Non-Vegetarian foodies.

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Comparative Study Of Organised Food Retailing In Pune

 Which type of cuisine is most preferred?

Preferred cuisine by Consumers Age Group
15-25 Count % of Total 25-35 Count % of Total 35-45 Count % of Total 45-55 Count % of Total 55 Count above % of Total Total Count % of Total Total Indian 77 28.5% 90 33.3% 20 7.4% 21 7.8% 8 3.0% 216 80.0% Burgers 13 4.8% 3 1.1% 2 .7% 0 .0% 0 .0% 18 6.7% Chinese Mexican 14 5.2% 8 3.0% 2 .7% 1 .4% 1 .4% 26 9.6% 2 .7% 1 .4% 0 .0% 0 .0% 0 .0% 3 1.1% Italian 1 .4% 4 1.5% 1 .4% 0 .0% 0 .0% 6 2.2% Thai 0 .0% 1 .4% 0 .0% 0 .0% 0 .0% 1 .4% 107 39.6% 107 39.6% 25 9.3% 22 8.1% 9 3.3% 270 100.0%

y y

80 % of the total considered sample size prefers Indian cuisine as their first choice. Indian cuisine is most preferred by people in Pune. It comprises of South Indian, Punjabi, Rajasthani, Gujrathi and all local cuisines from hooks and corners of India.

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Comparative Study Of Organised Food Retailing In Pune

 Which restaurant is preferred based on food taste, service, ambience and price?

Food Joints

Age
15-25 Count % of Total 25-35 Count % of Total 35-45 Count % of Total 45-55 Count % of Total 55 Count above % of Total Total Count % of Total

1 23 8.5% 30 11.1% 4 1.5% 2 .7% 2 .7% 61 22.6%

2 3 1.1% 3 1.1% 0 .0% 1 .4% 0 .0% 7 2.6%

3 7 2.6% 9 3.3% 1 .4% 9 3.3% 6 2.2% 32 11.9%

4 2 .7% 6 2.2% 1 .4% 1 .4% 0 .0% 10 3.7%

5 9 3.3% 2 .7% 3 1.1% 3 1.1% 0 .0% 17 6.3%

6 2 .7% 4 1.5% 0 .0% 0 .0% 0 .0% 6 2.2%

7 52 19.3% 48 17.8% 11 4.1% 4 1.5% 1 .4% 116 43.0%

8 9 3.3% 5 1.9% 5 1.9% 2 .7% 0 .0% 21 7.8%

Total 107 39.6% 107 39.6% 25 9.3% 22 8.1% 9 3.3% 270 100.0%

1: Mc Donalds 5: CCD (Cafe Coffee Day)

2: KFC 6: Baristas

3: Kamat 7: Pizza Hut

4: Mainland C hina 8: Purepur Kolhapur

y y

43% of total selected sample size under age group 45 prefers Pizza Hut. Pizza Hut as the name suggests is famous food joint for Pizzas, along with Pastas, Ice teas, salads etc.

It is located at many famous locations like JM Road, Camp, Koregaon Park, Kalyaninagar etc across Pune.

y y

5.5% of total selected sample size above age group 45 prefers Kamat. Kamat is a well established and renowned Indian originated food joint established well under the guidance of Mr. Vitthal Kamat. It is running successfully since many years across hooks and corners of the country and world.

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Comparative Study Of Organised Food Retailing In Pune

 Cuisine preferred by foodies according to the food joints in Pune.

Food Joints

Cuisine
Indian Burgers Chinese Mexican Italian Thai Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total

1 45 16.7% 4 1.5% 7 2.6% 2 .7% 3 1.1% 0 .0% 61 22.6%

2 4 1.5% 3 1.1% 0 .0% 0 .0% 0 .0% 0 .0% 7 2.6%

3 28 10.4% 1 .4% 2 .7% 0 .0% 1 .4% 0 .0% 32 11.9%

4 8 3.0% 0 .0% 1 .4% 0 .0% 0 .0% 1 .4% 10 3.7%

5 13 4.8% 0 .0% 4 1.5% 0 .0% 0 .0% 0 .0% 17 6.3%

6 2 .7% 1 .4% 2 .7% 0 .0% 1 .4% 0 .0% 6 2.2%

7 102 37.8% 5 1.9% 7 2.6% 1 .4% 1 .4% 0 .0% 116 43.0%

8 14 5.2% 4 1.5% 3 1.1% 0 .0% 0 .0% 0 .0% 21 7.8%

Total 216 80.0% 18 6.7% 26 9.6% 3 1.1% 6 2.2% 1 .4% 270 100.0%

1: Mc Donalds 5: CCD (Cafe Coffee Day)

2: KFC 6: Baristas

3: Kamat 7: Piz za Hut

4: Mainland C hina 8: Purepur Kolhapur

Pizza Hut is preferred by maximum consumers in Pune across various locations like Sadashiv Peth, Sinhgad Road, Katraj, Karvenagar and Kothrud.

Also, Indian cuisine from Pizza Hut is most loved and preferred by people in Pune.

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Comparative Study Of Organised Food Retailing In Pune

 Preferred entertainment device according to gender

Preference of entertainment device

Gender
F Count % of Total M Count % of Total Total Count % of Total

Soft Music 68 25.2% 122 45.2% 190 70.4%

Radio 3 1.1% 10 3.7% 13 4.8%

Television Performance 6 2.2% 39 14.4% 45 16.7% 3 1.1% 19 7.0% 22 8.1%

Live

Total 80 29.6% 190 70.4% 270 100.0%

25.2% Females and

45.2% of Males out of the total sample size prefer soft music as their likely entertainment device.

F: Female

M: Male

 Comparison of location and Price according to consumers preferences.

Price Affordability

y
Total 229 84.8% 41 15.2% 270 100.0%

74.4% of the people who

Location Preference
1 2 Total Count % of Total Count % of Total Count % of Total

1 201 74.4% 33 12.2% 234 86.7%

2 28 10.4% 8 3.0% 36 13.3%

give preference to location, they also consider price affordability while selecting the restaurant.

1: Yes

2: No

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Comparative Study Of Organised Food Retailing In Pune

 Is Self Service preferred by people in Pune?

Pref. to self Service Income(L ) 0 0-1.5 1.5-3 3-4.5 4.5-6 6 above Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Yes 60 22.2% 1 .4% 10 3.7% 46 17.0% 31 11.5% 14 5.2% 162 60.0% No 38 14.1% 3 1.1% 10 3.7% 26 9.6% 11 4.1% 20 7.4% 108 40.0% Total 98 36.3% 4 1.5% 20 7.4% 72 26.7% 42 15.6% 34 12.6% 270 100.0%

60% of the total considered sample size prefers going in a restaurant with Self Service Board.

Also, sample size of people having income above 6 Lakhs p.a. usually do not prefer going in a restaurant with Self Service Board.

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Comparative Study Of Organised Food Retailing In Pune

 Preferred mode of transaction by people in Pune.

Preference Income(L) 0 0-1.5 1.5-3 3-4.5 4.5-6 6 above Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Count % of Total Cash 61 22.6% 4 1.5% 12 4.4% 48 17.8% 18 6.7% 11 4.1% 154 57.0% Card 37 13.7% 0 .0% 8 3.0% 24 8.9% 24 8.9% 23 8.5% 116 43.0% Total 98 36.3% 4 1.5% 20 7.4% 72 26.7% 42 15.6% 34 12.6% 270 100.0%

y y

57% people in Pune prefer Cash as mode of payment. Also, sample size of people with income group greater than 4.5 Lakhs p.a prefer Card mode of payment.

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Comparative Study Of Organised Food Retailing In Pune

CHAPTER 6

FINDING & RESULT

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Comparative Study Of Organised Food Retailing In Pune

FINDINGS AND SUGGESTIONS

y

The total retail industry is the second largest employer in the country, next to the farming sector. Retail is being hailed as Indias industry of the future, incited by the countrys huge urban middle class population.

The Indian retail industry is the fifth largest in the world. Food and grocery is the second-largest segment of the retail industry and the potential for new entrants in this segment is enormous, particularly in untapped markets like rural and semi-rural areas.

The retail sector and its environment have experienced radical changes in the last decade. Most of the challenges are due to changing demographics, social, politic, business climate, and changes in the retail sector.

The food retailing industry has changed a lot with time. The whole food industry is now on a roller coaster ride, as food retailing has really come of age. Earlier, there was a period when foods were sold in roadside small shops. But now the consumers have the opportunity to check and select the food items from supermarkets.

Modern food retailing not only provides the customers with a more comfortable ambience but also offers feasible price. For this reason, grocery shopping is no longer a strenuous job; rather it has become a more enjoyable experience for the whole family.

Consumers imagining themselves shopping the retailed food items in an airconditioned atmosphere, enjoying light music on the background! Only a food retailing store can give them the comfort while shopping.

Pune is said to be the cultural capital of the state of Maharashtra. Pune culture reflects a blend of traditions with modernity, as along with hosting classical shows, the city also boasts an active nightlife. The food of these communities is delicate, sparsely designed and entirely vegetarian.

Pune known as Oxford of the East is emerging rapidly as a successful education, IT, and cultural hub since many years. Along with this it is famous for a city with special liking and interest towards food and food quality. Population of Pune has always overwhelmed and welcomed many restaurants, whether they are Indian or Foreign originated.

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Comparative Study Of Organised Food Retailing In Pune

y

It was found that there is a clear effect of organized food retailing on the minds of foodies. They are well aware about the organized food chains in Pune. Peoples perceptions have changed now-a- days. Instead of visiting any restaurant, they are much selected in their choices preferring quality food chain.

Varied variety of restaurants like Mc Donalds, Pizza Hut, Smokin Joes, CCD (Cafe Coffee Day), Baristas etc have shown strong foot hold in Pune gaining and striking right confidence and faith among the punieties.

Mc Donalds is most preferred by people in Pune among all age groups living in varied locations across Pune, including Sadashiv Peth, Sinhgad Road, Katraj, Karvenagar and Kothrud.

Pizza Hut is liked and preferred by maximum punieties below 45 years of age along with youngsters in Pune. Pizza Hut is preferred due to its food taste, food quality, ambience, service provided, along with its customer handling capacity.

Kamat is liked and preferred by punieties above 45 years of age along with few youngsters in Pune. It is famous for the amazing South Indian food quality and food taste, along with affordable price money.

Maximum people consider location and price affordability first and fore mostly, before finalising any restaurant to visit.

Maximum punieties prefer weekends rather than weekdays, to enjoy the restaurant food.

Solo restaurants in Pune have always shown better results as compared to chain of restaurants, as they are well established and loved and preferred since many years. Family restaurants are preferred by people in Pune.

Vegetarian food is always considered as first choice by most of the crowd in Pune. It is observed that people above 45 years of age mostly prefer vegetarian food over the Non-vegetarian food. Youngsters and crowd in Pune below 45 years of age prefer Non-Vegetarian food.

Indian cuisine is considered as the first choice among maximum crowd of Pune. Also along with Indian, other cuisines like Chinese, Mexican, Italian, Burgers and Thai are very well accepted by crowd in Pune.

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Comparative Study Of Organised Food Retailing In Pune

y

Even if Pizza Hut is loved and preferred by maximum punieties, it is very expensive and not always affordable. Also, maximum affordability to visit such food joints is very rare and can be calculated as maximum twice per month.

Ambience and food taste is always preferred on a higher note, but still food joints like Pizza Hut, Smokin Joes, CCDs, baristas etc are sidelined many a times considering the higher price value of the food products over there.

Kamat chain of restaurants is accepted widely due its comparatively lesser price value in acceptable service limits and customer handling capacity.

Food retailing also plays a revolutionary role in the lifestyle of people, as discussed below:
y

Changes life style: Food retailing industry has reached such a point that it has completely changed our life style. It provides us with all food products under one roof along with comfortable atmosphere and affordability.

Increased need for convenience: Since these retail outlets offer maximum comforts while shopping, they certainly increase our need for more and more convenience.

Growing disposable income: With the increment of disposable income, people hardly care if they have to spend a few bucks more on groceries. And moreover, with more and more working women in families, the net family income is automatically raised.

Impact of western lifestyle in eastern counties: The concept of food retailing originated in western countries. The young generation of the eastern countries like India is mostly influenced by the fashionable life style of western world.

Increased use of cards: Since food retailing chains let you use your debit cards and credit cards for shopping, you dont need to carry hard cash with you. Your shopping experience hence becomes more hassle free.

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Comparative Study Of Organised Food Retailing In Pune

CHAPTER 7

CONCLUSIONS
45

Comparative Study Of Organised Food Retailing In Pune

CONCLUSIONS
The inputs in the research paper incorporate the qualitative and quantitative information obtained from various age groups ranging from 15 to 70 of varied income groups in Pune. The data was obtained from variety of people from different locations like Sadashiv Peth, Sinhgad Road, Katraj, Kothrud and Karvenagar in Pune by the method of questionnaire.

y y

Mc Donalds is the most preferred food joint in Pune. Pizza Hut is preferred by younger generation while Kamat is preferred by older generation in Pune based on food taste, ambience, service and customer handling capacity.

y y y y

Younger people prefer Non vegetarian food while older people go for vegetarian food. Indian cuisine is preferred by maximum crowd in Pune, followed by Chinese, Italian and Burger. People prefer restaurants which have quality certification and soft music as a source of entertainment. Location and price affordability is considered as first choice by maximum crowd in Pune before finalising the restaurant to visit.

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Comparative Study Of Organised Food Retailing In Pune

CHAPTER 8

LIMITATIONS
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Comparative Study Of Organised Food Retailing In Pune

LIMITATIONS
1. Some respondents are not supportive. 2. The sample size was restricted to 300. 3. There was a time limitation completion of the project within stipulated time. 4. The area of data collection was restricted to Pune city. 5. Due to improper respond of respondents it was difficult to understand the expectation and requirement of market. 6. It was difficult to break the ice with the common people initially, it was doubting task to convince them to fill the personal details of the questionnaires where they have to mention their income and occupation. 7. Computation of data on competitive analysis was difficult due to non-availability of correct information.

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Comparative Study Of Organised Food Retailing In Pune

CHAPTER 9

BIBLIOGRAPHY
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Comparative Study Of Organised Food Retailing In Pune

BIBLIOGRAPHY
1. Retailing Management - By Micheal Levy, Barton. A. Weitz, Ajay Pandit; Sixth Edition, Published by TMH, P.No. 5-10, 41-50. 2. Marketing Research - By David Aaker, V. Kumar, George. S. Day; 7th Edition published by Wiley India, P.No. 77-80. 3. Dhruv Grewal & Micheal Levy (2007), Consumer response to retailer use of cause related marketing Journal of Retailing; Volume 83, P.No. 437-439. 4. Corporate Catalyst India -A Report On Indian Retail Industry 5. Adelaar, T., Chang, S., Colleagues, K.M., Lee, B., And Morimoto, M. (2003), "Effects Of Media Formats On Emotions And Consumer Buying Intent," Journal Of Information Technology, 18:4, 247-266. 6. Sunday , Jan 2005 Indian Retail Industry 2005 Posted By :- Shailesh Naik 7. http://www.business-standard.com/india/news/kit-organised-food-retailingfoodservices-in-india/343269/ 8. http://Www.Cci.In/Pdf/Surveys_Reports/Indias_Retail_Sector.Pdf 9. http://Retailguru.Blogspot.Com 10. http://Www.Scribd.Com/Doc/27403185/Indian-Food-Retail-An-Overview 11. http://Www.Scribd.Com/Search 12. http://Www.Scribd.Com/Doc/19094989/Organised food-Retail-In-India-ppt 13. www.Customerresearch.Com 14. www.Researchindia.Org 15. www.Oxemburg.Com 16. www.Businesscases.Com 17. www.ssrn.com 18. http://www.Indiainbusiness.Nic.In/

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Comparative Study Of Organised Food Retailing In Pune

CHAPTER 10

QUESTIONNAIRE
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Comparative Study Of Organised Food Retailing In Pune

QUESTIONNAIRE
Name: Sex: Occupation: 1. Do you like eating outside? Yes ( ) No ( ) 2. When do you prefer eating outside? Weekend ( Weekdays ( ) ) Age: Date: Place: Annual Income:

3. Which one is preferred? Chain of restaurants Solo Restaurant, w/o franchisee ( ) ( )

4. Concluding the above question, which one would you prefer going? Indian Restaurant Foreign Restaurants Yes ( No ) ( ) ( )

5. Do you consider location first while selecting any restaurant?

( )

6. Do you consider price value i.e. affordability while selecting any restaurant? Yes ( No )

( )

7. In your opinion does publicity play a vital role in selection of restaurant? Yes ( No )

( )

8. According to you what comes first? Rank as 1 or 2 or 3 Food Taste Ambience ( ) ( )

Brand Name ( )

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Comparative Study Of Organised Food Retailing In Pune

9. Which one is preferred? Vegetarian food Non-Vegetarian food ( ) ( )

10. Which organized food joints are preferred? (Rank them in ascending order) Mc Donalds Smokin Joe's Kamat ( ) ( ) ( ) ) Pizza Hut Subway Mainland China Baristas Sigree Kobe Sizzlers ( ( ( ) ) )

CCD (Cafe Coffee Day) ( Purepur Kolhapur Barbeque Nation

( ) ( ) ( )

( ) ( )

11. Which type of cuisine is most preferred? Indian Chinese Italian ( ( ( ) ) ) Burgers Mexican Thai ( ( ( ) ) )

12. Rate according to your liking from 1 to 5 1: Excellent 2: Very Good Food Taste Mc Donalds KFC Kamat Mainland China CCD Baristas Pizza Hut Purepur Kolhapur 3: Good 4: Average Price
(Affordability)

5: Poor Home Delivery

Service

Ambience

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Comparative Study Of Organised Food Retailing In Pune 13. Would you want to see a Quality certification while having food in any restaurant? Yes ( )

No ( ) 14. Would you like to give genuine feedback after enjoying your food? Yes ( )

No ( ) 15. Is any entertainment device required in restaurant? Yes ( No ( ) )

16. What type of entertainment device is loved by you in restaurants? Soft Music Radio Television Live Performance Yes ( No ) ( ) ( ) ( ) ( )

17. Would you prefer going in a restaurant with Self Service board?

( )

18. Which type of transaction do you prefer? Cash ( Card ( ) )

19. Would you prefer a restaurant with Only Cash accepted board? Yes ( )

No ( )

Thank you for spending valuable time for us.

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