3 final annexure -...

269

Trade and Commerce (Punjab, Urban) Census 1991

**Main workers other than agricultural labourers and cultivators classified by

industrial category, educational qualification and sex.

Male Female Qualifications Total

75801 3203 Illiterate 79004

12556 131 Below primary 12687

53568 509 Primary 54077

70551 483 Middle 71034

139860 1144 Matric 141004

28269 334 Higher secondary 28603

587 7 Diploma/certificate (non technical) 595

2127 55 Diploma/certificate(technical) 2182

60957 1958 Graduation(non technical) 62915

9735 721 Post Graduation (non technical) 10456

Graduation/post graduation (technical)

653

824

144

30

2389

16

33

3

0

385

...........................Medicine...............................

..................Agriculture/Dairy Farming...........

.............................Vetenary..............................

...........................Teaching..............................

.............................Others..................................

669

857

147

30

2774

467088

*census 1991, Pp 177

** Main workers include those who had worked for major part of the year, i.e., who

are engaged in any economically productive activity for 183 days or more during the

year

270

Industrial Classification of Main workers by Retail Trade, in Amritsar

(1991)

Retail Trade in Food, Beverage etc.

Total – 36787

Urban- 24383

Retail Trade in Textile (readymade, hosiery/knitted etc) Total – 16464

Urban- 15403

Retail Trade in fuels, other household utilities and durables Total – 6005

Urban-5186

Retail trade in n.e.c (stationary, books, agriculture inputs,

industrial and transport equipment

Total – 8957

Urban-7632

Non specialized retail trade including non store retail trade Total – 1537

Urban-1281

Retail trade elsewhere classified Total – 2807

Urban-3122

* Census 1991, Pp 907-908

271

Trade and Commerce (Amritsar District, Urban) Census 1991

Main workers other than agricultural labourers and cultivators classified by

Industrial category, educational qualification and sex

Male Female Qualifications Total

11628 482 Illiterate 12110

2077 29 Below primary 2106

8301 76 Primary 8377

10951 72 Middle 11023

21706 175 Matric 21881

5885 66 Higher secondary 5951

89 1 Diploma/certificate (non technical) 90

299 5 Diploma/certificate(technical) 304

10205 304 Graduation(non technical) 10509

1420 77 Post Graduation (non technical) 1497

Graduation/Post Graduation (technical)

132

125

23

3

231

6

3

3

0

0

37

0

..........................Engineering...........................

...........................Medicine...............................

..................Agriculture/Dairy Farming...........

.............................Vetenary..............................

...........................Teaching..............................

.............................Others..................................

135

128

23

3

268

6

73081 1330 74411

273

Significant Employee Positions (www.nsdcindia.org) :

• Store Manager/ Department Manager- Responsible for the day-to-day

management of a department/ store. Proficient with spreadsheet and word

processor tools to analyze sales and generate sales reports. Ability to devise,

suggest, as well as execute sales promotion programmes depending on the

sales analysis. Understanding of various aspects of customer behaviour. For

e.g., the profile of customer as user/buyer will have impact on selection of

merchandise. The person should be able to communicate these insights

Transaction processing.

• Associate/ Billing associate Functional Skills- The ease of transaction is a

key factor in ensuring customer convenience. Key responsibilities involve

accurate and quick transaction processing. Requisite computer skills.

Understanding of transaction software/hardware such as bar code reading

machines, etc. Knowledge of handling credit/debit card payments. Total cash

&credit-card transactions and compare with cash register receipts and enter the

results in financial records, reporting cash surpluses.

• Customer service representative/ Sales Associate/Sales person- Knowledge

of current sales promotion schemes of the company and ability to

communicate the same to the customers. Ability to sell – i.e., selling skills,

knowledge of policies regarding exchanges. In depth knowledge of store

offerings. The person should be aware of the offerings of competing

stores/brands. For e.g., in case of sales person engaged in apparel retail,

knowledge of type of fabrics, styles, etc. of competing brands would be

important. Knowledge of product features such as : brand options – warranties

- features and benefits, use/application- shelf life/use by dates, care and

handling, storage requirements.

• Merchandising Manager/Sr. Merchandising Manager- Understanding and

knowledge of current market trends - ability to ensure that items in high

demand get more share of the shelf space. For e.g. , an apparel retail

274

merchandiser should know the colours, designs which are doing well at the

sale counters and give more focus to the same. Knowledge of products and

customer behaviour.

• Purchase Manager/Category Manager- Good understanding of the products

purchased. Ability to track inventory levels. Knowledge of various sourcing

alternatives and ability to search/select various vendors.

• Purchase Executive- Identifying and screening of new vendors. Understand

the characteristics of merchandise from probable vendors and communicate

the promising vendors to the senior management.

• Senior Manager- Key responsibility is to ensure proper availability of

merchandise in the retail outlets. Responsible for maintaining the warehouse

operations. Should able to come up with continual improvements to drive

down the logistics cost.

• Marketing Manager- Ability to coordinate with media agencies. Knowledge

of CRM/sales promotion activities of competing retail outlets. Should be able

to develop schemes which can break through the clutter.

Defining-

• Mall- Is one or more buildings forming a complex of shops enclosed within a

large structure, two-three stories high, may have entertainment facilities,

theatre, fast food outlet, restaurant and parking area.

• Speciality Store- Narrow product line with deep assortment, viz apparel

stores, book stores etc.

• Departmental Store- Several product lines- typically clothing, household

goods and furnishings- with each line operated as a separate department

managed by specialist buyers or merchandisers.

• Supermarket- Relatively large, low cost, low margin, high volume, self

service operation designed to serve total needs for food, laundry and

household maintenance products. It is usually situated near residential areas in

order to be convenient to consumers.The basic appeal at mart is availability if

broad range of goods under single roof.

275

• Convenience Stores- Relatively small store located near residential area, open

long hours, seven days a week and carrying a limited line of high turnover

convenience products at slightly higher prices.

• Discount Store- Standard merchandise sold at lower prices with lower margin

and higher volumes

• Work Shift- it is the time period during which a person is at work. It includes

both long term night shifts and work schedules in which employees change or

rotate shifts (www.wikipedia.com)

276

INTERVIEW SCHEDULE 1

Globalization, Retail Invasion and the Local Social World:

A Sociological Study of Amritsar City

Confidential

_____________________________________________________________________

Interview Schedule for Traditional Traders

Serial.No.

Section 1: Socio-Economic Background

1.1 Name …………………………………………

1.2 Age ………..

1.3 Sex Male/Female

1.4 Religion Hindu/ Sikh/ Muslim/ Christian/ Others?

1.5 Caste ………………...

1.6 Marital Status Married/ Unmarried/ Widowed/ Divorced

1.7 Educational Qualifications ………………………………….

1.8 Capital Investment ………………………………….

1.9 Income ………………………………….

1.10 Location of shop ………………………………….

1.11 Area/ size …………………………………

1.12 Type of Business. Family owned/ Partnership

1.13 Lines of trading ………………………………….

1.14 Belong to city Migrant/ Original native

1.15 Place of residence ………………………………….

277

1.16 Household Composition

Sr.

No.

Relationship Age Educational

Qualification

Occupation

1.

2.

3.

4.

5.

6.

7.

8.

1.17 Type of Family Nuclear/ Joint/ Extended

Section 2: Preliminary information about business of the respondents

2.1 When did you start your business? ……………. year

2.2 How did you learn the business skills?

Hereditary / On the Job/ Through experience (formal/ Informal)

2.3 Where did you start your business?

At the same place/ other place (where?) ………………..

2.4 Who are your customers?

Regular/ Last minute buyers/small stock buyers

2.5 Do you give on credit?

Yes/ No

2.6 You sell on?

Cash/ credit/ mixed

2.7 Which section of the society mostly shops from you?

Young Population/ Woman/ Men/ all categories

2.8 What are your prices relative to maximum retail price and competition?

Yes/ No

2.9 What are your average sales per month (approx)? …………………………..

2.10 Who else helps you in the business?

Relatives/ Employees/ Helpers/ others (specify)

2.11 How many employees are working in your shop? …………..

278

2.12 Activities do they perform?

……………………………………………………………………………………………

………….......................................................................................................................

2.13 What salary do you pay them? ……………

Section 3: To know how Retail Globalism has affected the livelihood of the

entrepreneurs

3.1 How has the presence of the malls/ MNCs affected your business?

Whether increased/ Decreased/ No effect

If affected, in what way?

……………………………………………………………………………………………

3.2 What is the trend of your procurements?

Increasing/ Decreasing/ same

3.3 What is the trend of your sales?

Increasing/ Decreasing/ Static

3.4 Have you witnessed slow down in your customers?

Yes/ No

3.5 Has the emergence of malls benefited the customers more than before?

Yes/ No

If Yes, …………………………………………………………………………………

……………………………………………………………………………………………I

If. No,……………………………………………………………………………………

……………………………………………………………………………………………

3.6 According to you which customers deserts more?

……………………………………………………………………………………………

3.7 What are the reasons for customer desertion, according to you?

……………………………………………………………………………………………

……………………………………………………………………………………………

3.8 What changes have you experienced in your business past few years/ months?

……………………………………………………………………………………………

……………………………………………………………………………………………

279

3.9 Do you hope to survive in this cut throat competition?

Yes/ No/ can’t say

3.10 Are you adjusting to the change?

Yes/ No

3.11 What strategies are you using to cope up with the market crises?

Lowering rates/ Selling on offers/ sale/ Home delivery/ door to door

selling/ Adopting store displaying style/ Improving quality of the

products

3.12 Have you changed your behaviour towards your customers (state)?

Yes/ No

If.yes,whatway?.............................................................................................................

.......................................................................................................................................

3.13 You go to malls for what?

Shopping/ know the latest trend/ for business purpose/ to purchase in

bulk

3.14 What do you like at malls the best?

Dealings and Services/Quality of goods/ variety of goods/ Interiors/ any

other?

3.15 Do you have any organization of shopkeepers?

Yes/ No

Name of the organization…………………………………………………….

Is it registered or not? Yes/ No

Number of the members ……………………………….

Meetings held in a month………………………………

What type of issues do they take up

……………………........................................................................................................

3.16 Should FDI be allowed in India?

Yes/ No,

If yes why?

……………………………………………………………………………………………

……………………………………………………………………………………………

280

If No, why?

……………………………………………………………………………………………

……………………………………………………………………………………………

3.17 what is your opinion about future of malls in Amritsar?

……………………………………………………………………………………………

……………………………………………………………………………………………

281


Globalization, Retail Invasion and the Local Social World:

A Sociological Study of Amritsar City

Confidential

_____________________________________________________________________

Interview Schedule for Employees Working at Modern Formats

Serial No

Section 1: Socio- Economic Background

1.1 Name …………………………………

1.2 Age …………

1.3 Sex Male/ Female

1.4 Religion: Hindu/ Muslim/ Sikh/ Christian/ Others (specify)

1.5 Caste ………….

1.6 Marital status: Married/ Unmarried/ Divorced/ Widowed

1.7 Educational Qualification ………………………

1.8 Family Income (Annual) ……………………

1.9 Position held ……………………

1.10 Salary/ Wage drawn per month ……………………

1.11 Place of Residence …………………….

1.12 Household composition

Sr.

No.

Relationship Age Educational

Qualification

Occupation

1.

2.

3.

4.

5.

6.

1.13 Type of family: Joint/ Nuclear/ Extended

Section 2: To explore the work life of those working at mall/stores

2.1 Since how long have you been working in mall/ store? …………

282

2.2 How did you come to know of the opening in the mall/ store?

Media/ Word of mouth/ Walk in interview

2.3 you are working here on?

Full Time/ Part Time (duration)

2.4 What motivated you to work here?

……………………………………………………………………………………………

2.5 What environment do a mall/ store provide you different from a shop?

……………………………………………………………………………………………

2.6 What is the number of male and female employees working here?

Male ………/ Female ………

2.7 Is there any sort of discrimination done on the basis of gender while assigning

respective duties to workers?

Yes/ No

2.8 What duties are assigned to:

Male employees’ Female employees

……………………… ……………………….

……………………… ……………………….

2.9 What are the criteria of recruitment of employees to several positions?

……………………………………………………………………………………………

2.10 Which section of the society comes to the mal/ store more?

Young population/ Middle population/ Woman / All categories

2.11 Which section sells best in your mall/ store?

Food and Grocery/ Apparels/ Home décor/ Electronics/ Any other?

2.12 What facilities do you provide to your customers?

Credit/ Home delivery/ E-shopping/ any others (specify)

2.13 What do you think people?

Shop more / Come to spend their leisure time/ Any other

2.14 What is your monthly sales (average)?

……………………………………………………………………………………………

2.15 Have you seen any changes in mall/ store in past few years/ months?

Yes/ No (if Yes, what changes have you experienced?)

283

Customers:

…………………………………………………………………………………………

Interior

:……………………………………………………………………………………………

Sales

:……………………………………………………………………………………………

2.15 Do you think malls/ store cater to the needs of all the classes?

Yes/No (If yes, How?)

……………………………………………………………………………………………

………...........................................................................................................................

(If No, why not?)

……………………………………………………………………………………………

………….......................................................................................................................

2.16 Do you think malls/ big stores will take over small- medium retail business?

Yes/ No (If yes, How)

……………………………………………………………………………………………

……………………………………………………………………………………………

(If No, Why?)

……………………………………………………………………………………………

2.17 What problems do you encounter while working here?

……………………………………………………………………………………………

……………………………………………………………………………………………

Section 3: To know Working Conditions at Modern Formats

3.1 What are your working hours? ……………….

3.2 Are your shifts flexible?

Yes/ No

3.3 Do you work overtime?

Yes/ No

3.4 Is the long work schedule affecting your family and relationship?

(a) If yes how?

284

3.5 What conveyance do you use to come to your work place?

……………………………………………………………………………………………

3.6 How do you maintain your On-Job presentation?

……………………………………………………………………………………………

3.7 has working in mall increased your expenses?

……………………………………………………………………………………………

3.8 For how many hours do you get break from your work? ……………

3.9 Do you find the work schedule hectic?

Yes/ No

3.10 What do you do in your leisure time?

……………………………………………………………………………………………

3.11 Do you get the meals / refreshment from the mall (canteen) or you bring your

own?

……………………………………………………………………………………………

3.12 Do you shop from the mall/ store?

Yes/ No

3.13 How many uniforms do you get? ……………..

3.14 Who provides you the uniform?

……………………………………………………………………………………………

3.15 What is the procedure of getting uniform?

……………………………………………………………………………………………

……………………………………………………………………………………………

3.16 How do you help your customers to shop at their best?

(a) If Yes, how?

……………………………………………………………………………………………

3.17 What strategy do you use to lure your customers?

……………………………………………………………………………………………

3.18 Do you maintain contact with your customers?

Yes/ No

(a) If Yes, in what way?

On Telephone/ E-Mail/ Personally Meet/ Any other.

285

3.19 Does working in a place like mall/ store leads to establishment of new social

relationships?

……………………………………………………………………………………………

3.20 Do you have any organization /union working in malls?

Yes/ No

3.21 Do you get salary in time?

Yes/ No

3.22 How does management treat you?

……………………………………………………………………………………………

……………………………………………………………………………………………

3.23 Have you ever been Victim of gendered discrimination (work/ salary/

position)?

Yes/ No

(a) If yes (mention)

3.24 Have you been victim of sexual harassment?

Yes/ No

(a) If yes (mention)

3.25 Will you continue to work in mall in the future?

Yes/ No

Other Comments:

……………………………………………………………………………………………

……………………………………………………………………………………………

………………………………………………………………………………....................

286


Globalization, Retail Invasion and local social world:

A Sociological Study Of Amritsar City

Confidential

_____________________________________________________________________

Interview Schedule for Consumers

Serial No

Section 1: Socio Economic Background

1.1 Name ……………………………………..

1.2 Age …………….

1.3 Sex Male/ Female

1.4 Religion Hindu/ Sikh/ Christian/ others(specify)

1.5 Caste ……………………

1.6 Marital status married/ unmarried/ divorced/ widowed

1.7 Educational qualifications ……………………………

1.8 Family income (Annual) …………………….

1.9 Household composition …………

1.10 Type of family Joint/ Nuclear/ Extended

Section 2: Shopping Behaviour of the Respondents

2.1 Who does the shopping in your family? Yourself/ Husband or wife/ Servant/

children

Grocery……………………………………………………

Electronics…………………………………………………

Fruitsandvegetables……………………………………….

Apparels…………………………………………………

General Items……………………………………………........

2.2 Where do you prefer to go for shopping?

1) Store/ Superstore/ hyper mart 2) Shop

3) Which so ever nearest/ accessible

2.3 You buy more on - Cash/ Credit/ Mix

287

2.4 How often do you go to mall/ mart/ stores?

Daily/ monthly/ occasionally/ rarely

2.5 How often do you shop from local shops?

Daily/ weekly/ monthly/ occasionally

2.6 You go to marts/ malls/ stores for-

Actual buying, window Shopping/ spending leisure time

2.7 With whom do you prefer to go there?

With family/ friends/ alone

2.8 What is the nature of your shopping at stores/ marts (sort from maximum to

least)?

Grocery

Apparels

Home décor (luxury)

Electronics

Fruits &Vegetables

2.9 At what time you prefer to buy from the stores/ marts?

Regularly /Anytime/ sale period/ other (specify)……………………..

2.10 From where do you come to know of the services/ Promos/ other info about

marts?

Media (TV/ paper/ FM) Hoardings

Relatives Receives SMS/Call

2.11 From where do you purchase your monthly ration?

Store/ kiryana shop

2.12 Do you prefer to shop in neighborhood retail?

Yes/ No

2.13 If yes, is it because of

Emergency requirement or small stock/ loyalty and trust / credit/ home

delivery/ Acquaintance

2.14 Why did you stop buying from the nearby local shopkeeper in favor of store/

Mart? Give reasons

.……………………………………………………………………………………………

……………………………………………………………………………………………

288

2.15 Do you think stores/ marts provide you quality products?

Yes/ NO/ Partially

2.16 As a consumer do you miss out your power of bargaining when you shop at

store/ mall?

Yes/ No

2.17 Do you in any way feel yourself cheated on at stores/ marts?

Many a times/ some times/ Never

2.18 You think that you suffer from compulsive buying disorder?

Yes/ No

2.19 Do you ever feel that your shopping has become too frequent?

Yes/ No

2.20 If yes, what forces you to compulsive buying when you go to a store/ mart?

Presentation and display/ Quality/ Lower rates/ Variety and availability

of things under one roof/ Services/ Dealings/ Interior/ Entertainment

along with shopping

2.21 Which thing doesn’t appeal you at marts/ stores?

Freshness/Quality/ Lesser variety but in bulk/ higher rates/ lack of

services

2.22 What are the things/ items which appeal you at marts/ Stores?

……………………………………………………………………………………………

……………………………………………………………………………………………

2.23 Do you think buying at marts/ branded stores have become a symbol of status

for you?

Yes/ No

2.24 If yes, what kind of importance do you attach to it?

……………………………………………………………………………………………

……………………………………………………………………………………………

2.25 Do you prefer to buy branded goods/ products?

Yes/ No

2.26 If yes, why?

………………………………………………………………………………………….....

.......................................................................................................................................

289

What changes have you experienced in your consumer behavior as a result of retail

invasion in your city?

Psychological change (Quality, product and brand conscious)

Have come to know of value of money and spending

Transformation of life style from frugal to consumption oriented

Change in eating habits (junk/ packed/ organic)

Instill global culture

2.27 Are you

Quality conscious / rate conscious/ date of manufacturing and expiry

conscious

2.28 Do you think such marts / stores cater to the needs of all classes?

Yes/ No

2.30If yes, How? ………………………………………………………………………

…….............………………………………………………………………………………

2.31.IfNo,How?.............................................................................................................

.......................................................................................................................................

Do you think modern stores/ Marts are beneficial to the customers?

Yes/ No

2.33IfyesHow……………………………………………………………………………

……………………………………………………………………………………………

2.34IfNo,How……………………………………………………………………………

……………………………………………………………………………………………

2.35 Comment in terms of Quality…………………………………………………

…………………………………………………………………………………………….

Services…………………………………………………………………………………

……………………………………………………………………………………………

Variety……………………………………………………………………………………

……………………………………………………………………………………………

Prices……………………………………………………………………………………

……………………………………………………………………………………………

290

Environment………………………………………………………………………………

……………………………………………………………………………………….........

Display……………………………………………………………………………………

……………………………………………………………………………………………

Others …………………………………………………………………………………….

……………………………………………………………………………………………

2.36 your opinion on future of malls/stores in Amritsar?

3 final annexure -...

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