project report on workshop on research...

PROJECT REPORT ON

WORKSHOP ON RESEARCH METHODOLOGY

Prospects of retail in India: A case study of Subhiksha store.

TABLE OF CONTENTS

1. Preface …………………….………………………….....1 2. Acknowledgement ………………………………………2 3. Summary …………………………………………………3 4. Introduction

a) Retailing in India ……………………………………..5 5. Company Profile

a) Subhiksha retail Chain ………………………………9 b) Competition …………………………………………..10 c) Subhiksha Supermarkets …………………………..10 d) Subhiksha’s Brand VS Their Competitors ………..11 e) Merchandise mix ……………………………………12 f) Buying Procedure ……………………………………14

6. Brand analysis a) Brand Image and identity ………………………….16 b) Brand Positioning …………………………………..16 c) Brand Strategy ……………………………………...16 d) Brand perception……………………………………16

7. Problems with Subhiksha ……………………………...19 8. Objectives of Study ……………………………………. 20 9. Research methodology ……………………………...... 22 10. Analysis ……………………………………………….. 24

a) Cross Tabs ………………………………………… 49 11. Testing Of hypothesis ……………………………….. 52 12. Scope and limitations ………………………………... 57 13. Research Findings …………………………………… 59 14. Recommendations and conclusion ………………… 61 15. Annexure a) Questionnaire ……………………………………….65 16. Bibliography …………………………………………….69

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PREFACE

Retailing is going through a transition phase in India. The retail trade sector comprises of establishments engaged in retailing merchandise, generally without transformation, and rendering services incidental to the sale of merchandise. Retailing process is the final step in the distribution of merchandise. The corner store grocery store, which was the only choice available to the consumer, is now giving way to international formats of retailing. There had been a boom in retail trade in India owing to a gradual increase in the disposable incomes of the middle class households. More and more players were coming into retail business to introduce new formats like malls, supermarkets, discount stores, department stores and traditional looks of bookstores, chemist shops, and furnishing stores.

The traditional food and grocery segment has seen the emergence of supermarkets/grocery chains (Food World, Nilgiris, Apna Bazaar, and Subhiksha), convenience stores (ConveniO, HP Speedmart) and fast-food chains (McDonalds, Dominos).

Subhiksha is one of Chennai’s largest supermarket and pharmacy chain. With an annual turnover of Rs.120 crores in 2000. Subhiksha was immensely popular in the South, particularly in Chennai, where it sold groceries and pharmaceutical products below the MRP. It expected to earn a total turnover of Rs 1,200 crore in 2008-09 as it planned to expand outside Tamil Nadu and Pondicherry. It planned for 550 stores in the next five years.

We chose Subhiksha for our research as it is an emerging retail chain in

Delhi and NCR and also because of convenience of location. Our research will help Subhiksha win the as competition as it is a complete study of retailing in India.

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ACKNOWLEDGEMENTS

I would like to acknowledge the enormous help given to us in creating this project report. For their memories, their patience, and their guidance i wish to thank all those who contributed to my report by filling up questionnaires and providing me with desired information. Also special thanks to all my group members as they helped me at al stages of this project report development. We chose Subhiksha retail store at Sarita Vihar, New Delhi for our project work and the customers of that store helped us whole heartedly and provided us with all the necessary information. Mostly my thanks to Ms. Ritu Anand for having faith in me to handle this project and letting us gain such a wonderful experience, without his support and guidance this project would not have been possible.

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SUMMARY This project report throws light on the reasons behind customer’s decision of choosing Subhiksha for purchase of grocery and various other products from Subhiksha. Subhiksha is one of the emerging players in the Indian retail industry and offers a deep insight into the industry. For completion of this report nearby Subhiksha store i.e. in Sarita Vihar for conducting survey and fulfillment of questionnaires. A sample size of 20 was selected due to limitation of time. Among those who were interviewed consist of housewives, professionals, and even college going students. Though the sample size considered was small but it was so varied in order to overcome all the odds. Random stratified sampling method was considered to be best suited to the fulfill the project hypothesis. A structured questionnaire was constructed in order to measure the responses of respondents on suitable scale so that they can be analyzed on SPSS. Primary data collection was done through questionnaire and interviews and secondary data collection through company websites and various previous research reports. Through survey effect of various factors like ambience of store, low prices and convenience came in light and the reason of people choosing Subhiksha over other retail outlets became clear. Respondents gave many suggestions for Subhiksha like they should have more billing counters, more space, more variety, etc. Feeding the data into SPSS for analysis gave interesting results which have been compiled and tabulated in this report.

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INTRODUCTION

Retailing is going through a transition phase in India. The retail trade sector comprises of establishments engaged in retailing merchandise, generally without transformation, and rendering services incidental to the sale of merchandise. Retailing process is the final step in the distribution of merchandise. The corner store grocery store, which was the only choice available to the consumer, is now giving way to international formats of retailing.

Subhiksha – a discount store chain which started in Chennai - is hoping to replicate its success story in Delhi and NCR. Whether the discount chain and supermarket chain will eat into each other’s shares or carve a separate niche for themselves remains to be seen. The first Subhiksha store was opened in Tiruvanmiyur in Chennai in March 1997. Today, the chain has about 164 outlets in Tamil Nadu and Pondicherry; its turnover has reached Rs 224 crore. Currently the retail chain has its base in five sates including Tamil Nadu and New Delhi. It operates in four areas - fruits and vegetables, pharmaceuticals, fast moving consumer goods (FMCG) and telecom. "At Subhiksha, we provide value to the shopper," said it’s Managing Director R Subramanian in an exclusive interview.

Subhiksha is one of Chennai’s largest supermarket and pharmacy chain. With an annual turnover of Rs.120 crores in 2000, it is planning to achieve a turnover of Rs 1500 crores by 2003.

Subhiksha is supported financially by an asset management company -Venture Capital Partnership Fund – which belongs to the Vishwapriya Group, a specialist in financial services. This research focuses on how Subhiksha successfully established itself by leveraging its distribution network.

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RETAILING IN INDIA

Retail was one of the few industries in India that had seen enough action in just the last five years. The others were IT, IT enabled and BPO industries. But the surprising thing was that retailing was even today striving for an industry status. The early players in the retail industry, for example, Raymond's, Indian Coffee House, Akbarally’s and Bata, were limited to a few locations and regarded retailing as an activity than an industry. Today retail was an industry, with players talking of ROI, employee management and IPO’s.

In India, the retail sector was the second largest employer after agriculture. The retailing sector in India was highly fragmented and predominantly consisted of small, independent, owner-managed shops. The total retail trade in India was Rs. 11 lakh crore or $ 240 billion. Of this, organized retailing accounted for Rs. 14,000 crore, which was poised to grow at 35% per annum in the next five years. Food and grocery retailing accounted for 55% of all retail activity.

There had been a boom in retail trade in India owing to a gradual increase in the disposable incomes of the middle class households. More and more players were coming into retail business to introduce new formats like malls, supermarkets, discount stores, department stores and traditional looks of bookstores, chemist shops, and furnishing stores.

Retailers were adding new stores on a regular basis. There were over 13 million retail outlets in this country. Indian retailing industry was estimated to be $ 286 billion in 2004 and only about 1.6% share of this market was as organized sector (ICICI property services retail report, 2004). Organized sector was expected to grow to almost Rs. 30,000 crore by 2005 representing 6% of total retail market and top six cities will account for 66% of total organized retailing (KSA Technopak, 2000). Based on GDP growth rate of 6-7% per annum, retail industry expected to be $ 300 billion by the year 2010 (CII-McKinsey Report). In comparison with other Asian economies, India was far behind in the organized retailing sector. In Thailand more than 40% of all consumer goods were sold through organized format. Similar phenomenon was seen in other Asian countries. (Exhibits 1 and 2)

Organized retailing got a boost during 2004 with the opening of new format stores, rapid growth of existing players, start of new-generation shopping malls, the government's intention of allowing a certain level of foreign direct investment in retail and the formation of a retailers' association. With consumer sentiment being positive during most of 2004, it led to substantial spending across a number of categories such as consumer durables, clothing and lifestyle, automobiles and telecom products.

According to Subramanian, 2004 had been a good year not so much in what happened for retail but more of the visibility and profile that it achieved and also in setting the expectations of fast growth. Also, the automobile boom was welcome, because the ability and willingness of people to travel was what made retail boom in many countries.

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However, on the flip side, practically no progress was achieved in getting industry status for retail. Contrary to some expectations, availability of additional, quality retail space did not improve; the rentals actually hardened. This could act as somewhat of a dampener in the growth of organized retailing. Also, it was expected that the real estate supply would exceed demand in 2004. Therefore, the retailers expected retail spaces at good prices, but this did not happen as only 20 malls became operational in 2004, and costs did not fall a great deal. Also retailing was seen to have a long gestation of two to three years, especially with the high real estate costs and big malls. Hence it was an investment heavy industry.

However, 1998 was a year of inception of organized retailing in India with Shopper’s Stop opening its first outlet in Mumbai. But it was 2004 when retail began to scale up and got its fair share of attention. With the economy growing and with some of the metros growing at a decent clip, one could expect more growth in the near future.

In conclusion, India Incorporated had some advantages. It had a fast growing Indian middle class with more than ever disposable income. There was a positive economic outlook, and foreign exchange reserves were at an all time high. India was positioned as service provider in IT/ITES sector. These factors could be of help in taking the Indian retail scene forward.

EXHIBIT1: From CII–Mckinsey Report on Retailing in India

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EXHIBIT 2 – Indian Retailing Comes of Age, Mckinsey Quarterly, 2000 Number 4

Asia

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COMPANY PROFILE

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Subhiksha Retail Chain

In 2004, R. Subramanian, Managing Director of Subhiksha, a discount retail

Chain, addressed a group of management students who wanted to learn from his Miracle grocery-pharmaceuticals store that changed the face of discount retailing in South India. Growing from a single outlet in Thiruvanmyur, Chennai, to the largest chain of supermarkets and pharmacies with a turnover of Rs. 235 crore and 164 outlets had not been an easy task—given the controversy about MRP and consumer prejudices against discount stores and not to mention the onslaught of big real estate businesses getting into retail. The branding strategy for this retail store was low-cost and no-frills, i.e., a reliable and trustworthy store that has the lowest prices. The image of the store as communicated through various media was that of one who cared for its customers and ensured the best deals and savings. However, there was more to Subhiksha’s strategy than low prices. It focused on building long-term relationships with its customers by giving them a lifetime of value and savings. The ability to do this stemmed from its relentless focus on value delivery rather than transactional relationships.

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Competition

Bata India Limited was one of the largest retailers, with 1,600 footwear stores across the country, and a retail turnover of Rs. 6 billion in 2001. With almost a monopolistic presence in the organized footwear market until the 1980s, Bata was synonymous with footwear in middle-class India. The stores retail mainly Bata products, with a marketing arrangement with Lotto and Nike as well.

Spencer & Company Limited was another large retail group in the country with supermarkets, music stores, and the beauty and health chain—Health & Glow. Food world was operated by Food World Supermarkets Limited, while Health & Glow by the RPG Group. K Raheja’s department store chain, Shoppers Stop, was the second largest retailer in the country and became in retailing operation an Indian success story It also acquired the Crossword chain of bookstores.

Kishore Biyani of Pantaloons launched his new-format shopping mall called Central Trent and opened the first Star India Bazaar.

New generation shopping malls, such as InOrbit in Mumbai and Forum in Bangalore, opened their doors.

The year also saw a rapid scaling up of operations by players such as Pantaloon, Big Bazaar, Shoppers Stop, Lifestyle, Westside and RPG's Spencer's.

Subhiksha Supermarkets

Subhiksha was immensely popular in the South, particularly in Chennai, where it sold groceries and pharmaceutical products below the MRP. It expected to earn a total turnover of Rs 1,200 crore in 2008-09 as it planned to expand outside Tamil Nadu and Pondicherry. It planned for 550 stores in the next five years.

Started in 1997, Subhiksha Trading Services (meaning prosperous in Sanskrit) was a supermarket and pharmacy chain, the brainchild of R. Subramanian, a graduate from IIT and IIM, Ahmedabad. Beginning its journey at Thiruvanmyur, this retail chain now had 49 branches across different parts of Chennai. Subhiksha was supported by an asset management company called Venture Capital Partnership Fund, which belonged to the Vishwapriya Group, specialists in financial services.

Subhiksha sold all its products all the time below MRP. It eliminated the margins in the traditional supply chain consisting of the manufacturer-wholesaler/dealer retailer network. Bulk purchases directly from manufacturers or stockiest qualified for deep discounts. Quick inventory turns also improved the cash flow and reduced operating costs. Subhiksha made spot payments against delivery to get cash discounts. The supplier helped in inventory control and in return got an improved cash flow.

Subhiksha helped consumers make informed buying decisions. Smaller packs of products of established brands were usually less economical. However,

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promotional offers by leading brands usually priced smaller packs at lower prices to induce buying greater quantities. For example, the oil brand Idahoan was priced at Rs 14 for a 200 ml pack which worked out at Rs 70 per litre while the 500 ml was priced at Rs 36 which worked out at Rs 72 per litre. Here, Subhiksha informed buyers to purchase multiple packs of smaller quantities to save money. On products like tea, which had no tax on small packs and an 8% tax on larger packs, the customers were encouraged to buy multiple units of smaller packs to save money. Subramanian said:

Everyone is looking to get a better quality of life, so the consumer is spending less on daily necessities and more on products or services. And the money for the durables and mobile phones will have to come from somewhere—and it is coming from the budgets for everyday products. So it would all come down to how the consumer chooses to prioritize her/his spend. Today, the consumer doesn't think twice about spending Rs. 200 on a movie ticket in a multiplex, but will search for rice that is cheaper by Rs. 10/kg. To the consumer, soap or toothpaste is not seen as providing much value or a better quality of life, while a movie or a mobile phone is seen as doing that.

Subhiksha had a centralized purchasing system to eliminate multiplicity of billings, which would occur if the stores were to make independent purchases. It bought directly from distributors who sold at only a small margin above the mill prices and from around 150 manufacturing companies.

Subhiksha had three separate godowns for stocking pharmacy products, unbranded groceries and branded FMCGs. It had 10 tempos to supply its stores once a day. As the discount format required holding costs to the minimum, all the stores were connected in an Intranet to facilitate inventory planning.

Subhiksha’s retailing format was the outcome of a survey which revealed:

• Customers generally looked for accessibility of the store, availability and quality of groceries, and price of branded groceries. • Customers did not like to travel beyond 5 km for purchasing groceries. • Customers did not place any premium on shopping in posh air-conditioner set-ups.

SUBHIKSHA’S BRANDS VERSUS THEIR COMPETITORS

Private labels and home grown brands in the organized grocery and FMCG retailing segment were beginning to pose a major threat to the brands of established players like HLL, Nestle and Tata Tea. Private labels now had a more level playing field in distribution. The margins of these private brands were believed to be higher because manufacturing of these products was outsourced.

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Subhiksha had a very clear strategy regarding private labels and competitors. While 35% of the company’s sales came from parent labels of rice, dhal, etc. Subramanian felt that private labels made sense only when the rate of customer acquisition slowed down or when there were no established brands in a category.

The company had its own brands, but only in staples and other agri-commodities here there were no national brands. For instance, Subhiksha had withdrawn its atta and basmati rice brands once national brands were launched in this category. "It's not that we are philosophically against private labels. It's just that they don't fit into the scheme of things at present, but may come in at a future date," Subramanian said.

Merchandise Mix

Subhiksha had a wide range of products in its store—rice, dhal, sugar, oil, butter, toiletries (like Lifebuoy, Tide, Surf, Colgate, etc.), jam, sauce, tea, coffee and cosmetics (like Ponds Dream Flower). (Exhibit 3)

EXHIBIT 3 - Comparative Price Chart

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This is merely a representative sample. Several other brands in each category are available. There is a column at the end of the bill saying: `Your savings' which ives the total difference between Subhiksha prices and the MRP on purchases that day.

Buying Procedure

The customer chose products from the display on the PC and paid at the cash counter against a composite bill, which did not contain item details. The stocking department processed the order, keyed in the details, and a shop assistant collected the items and delivered it at the delivery counter. The detailed bill was printed only if the data entered by the stocking department matched the composite bill. The bill also showed the market rates and the savings made.

Subhiksha’s strategy did not allow the customers the pleasure of feeling the goods before purchasing as in supermarkets. But Subramanian argued that Subhiksha did not sell fashion, it sold food and grocery items which did not require touch and feel by the customer. The closest that the store got to touchand- feel was a store in Tambaram, where there were wall to wall displays of samples of the products sold in the store.

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BRAND ANALYSIS

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Brand Image and Identity

The brand image that Subhiksha aimed at portraying was of a trustworthy, reliable store that cared for the customer and ensured the best deals or lowest prices for them. It aimed at being perceived as a trusted source of household needs, easily accessible and one that offered great prices and savings. Brand Positioning

Discount retail chains like Subhiksha needed to position themselves against the neighbourhood stores, which were their major competition. The latter offered personalized service and had small scale operations. However, they were not technology savvy and did not have economies of scale. They were seen as profiteers rather than relationship builders. The unique position of Subhiksha stemmed from the relentless focus on value delivery. Brand Strategy

By opting for smaller outlets, Subhiksha increased its presence. The aim was that no one should be further than 2 km away from a Subhiksha outlet. The target obviously was the masses. To succeed, the discount chain needed to integrate backwards into the supply chain, cut out middlemen and offer better prices to consumers. Organized discount retailing was still relatively unexploited in India, and Subhiksha was cashing in on this opportunity.

Subhiksha worked on the premise that it would do business with the customer for the next 30-40 years. Therefore, the focus was on building a lifetime relationship with the customer than merely a transactional one. In this respect, the company attempted to know the customers—where they lived and what exactly their needs were.

Brand Perception

One hundred respondents from Chennai were administered a questionnaire that tested their perception of Subhiksha, their preferences during supermarket shopping, their priorities regarding ambience, savings and so on. The results of the survey could help determine the strategy that Subhiksha could follow to remain the undisputed leader of retailing.

The results showed that there was a perception among over 50% of the customers that the quality of the stock at Subhiksha was not up to the mark. Two-thirds of the respondents considered price to be an important choice driver for retail stores. (Exhibits 4a and 4b)

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Over one-third did not have a favourable opinion of quality of Subhiksha. It was perceived as a down-market store (Exhibit 4c). This was a phenomenon particularly in higher income groups.

Other observations were that customers found the lack of product display a disadvantage but they were willing to travel ten minutes to reach a Subhiksha store. People who visited Subhiksha also visit corner stores and Food World. Basic expectations like quality and availability figured high in the list of priorities. Little or no importance was given to peripherals like friendly assistants and ambience. They found the communication that the idea of saving hard earned money relevant. EXHIBIT 4a: Importance Given to Low Prices

EXHIBIT 4b: Perception of Stock Quality at Subhiksha

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EXHIBIT 4c: Mhi and Perception of Quality of Stock

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Problems with Subhiksha:

1. Subhiksha stores are generally very small in size due to which there is many a times mismanagement of people visiting there.

2. Subhiksha stores are located on such areas that it is only convenient for

nearby people to reach there and people from far away places generally dislike visiting Subhiksha.

3. Parking is major problem at Subhiksha, as it does not provide parking to its

customers. Customers of Subhiksha use the parking space provide by that market place only and it becomes a problem for the visitors coming on peek hours.

4. Subhiksha customers complain of the variety of goods, stock outs are a

major problem at Subhiksha.

5. Staff at Subhiksha is not properly trained. They are not given proper training

and are lacking in technical front. They don’t have a dress code due to which it becomes difficult to distinguish visitors from staff.

6. There are long queues at billing counters due to which people have to wait

and this increases their purchase time.

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OBJECTIVES OF STUDY

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This marketing research aims to study:

1. Consumer attitude towards Subhiksha and why people prefer visiting it over other retail outlets.

2. How much the factors like the distance of the store from consumer’s house affect the decision of a customer choosing to visit Subhiksha.

3. Does the availability of goods and variety of goods attract customers towards Subhiksha

4. Measure the extent to which customers find discount and other offers at Subhiksha more exciting and attractive than those provided by other retail outlets.

5. Measure the effect of no frills and no AC provided by Subhiksha in Customer’s choice of a retail store and how much infrastructure and catchy interiors of the retail outlet attract customers.

6. Check the brand loyalty of customers towards Subhiksha.

7. To measure the satisfaction level of overall shopping experience at Subhiksha.

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RESEARCH METHODOLOGY

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A descriptive research design has been followed for this marketing research which highlights both the qualitative and quantitative aspects of the identified problem.

PRIMARY DATA

To collect primary data best way is to interact with people directly it can be through direct interviews and questionnaires. Both these methods have used for collection of primary data

SECONDARY DATA

Secondary data is collected from company websites and various newsletters. As Subhiksha is daily in news because of its expansion plans, so I benefited a lot from articles published in newspapers.

SURVEY DESIGN/STUDY AREA

Random stratified sampling was chosen for research. Pocket-H, Sarita Vihar was selected as the study area and people from this area were selected for filling up of questionnaires and collecting responses due to convenience of location.

SAMPLING PLAN

Sampling plan for this research project is divided into following four steps:

Sample size: A sample size of 20 respondents was chosen because of time constraint. Though small sample size but it consists of varied type of respondents so as to overcome any error at the time of generalization of result.

Sample unit: Subhiksha store at pocket – H, Sarita Vihar, New Delhi was chosen as sample unit. Survey was conducted between 22nd to 25th February, 2007.

Sample procedure: Due to time and various other constraints convenience was restored. But efforts were made to check the accuracy of responses.

Contact method: Following methods were used to establish direct contact with respondents Questionnaire Field Survey

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ANALYSIS

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1. Where do you buy your grocery from?

Frequen

cy Percent Valid

Percent Cumulative Percent

Valid nearby grocery store

3 15.0 15.0 15.0

subhiksha 17 85.0 85.0 100.0 Total 20 100.0 100.0

nearby grocery store

subhiksha

Where do you buy your grocery from?

This pie chart shows that more than 90% of people prefer Subhiksha for purchasing grocery, this may be because of convenience of location, low prices, discounts or other factors. The reasons of choosing Subhiksha over other retail outlets is specified later in this research report.

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2. Which of the following retail outlets you have visited?

Vishal mega mart

Reliance retail

Big bazaar

Spencer

Frequen

cy Percent Valid


Valid Only 4 of them

1 5.0 5.0 5.0

Only 3 of them

3 15.0 15.0 20.0

Only 2 of them

6 30.0 30.0 50.0

Only 1 of them

10 50.0 50.0 100.0

Total 20 100.0 100.0

Only 4 of them Only 3 of them Only 2 of them Only 1 of them

Which of the following retail outlets you have visited ?

0

2

4

6

8

10

Fre

qu

en

cy

Which of the following retail outlets you have visited ?

This bar graph shows that most of the respondents (around 50%) have visited only one retail outlet i.e. Vishal mega mart. No respondent has visited all the retail outlets. This question was included in the questionnaire in order to gauge the awareness among customers of Subhiksha regarding other retail outlets. Spss analysis shows that respondents are least aware of the retail outlets which are far away from their location.

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3. How often do you visit Subhiksha?

Frequen

cy Percent Valid


Valid 1-3 times 11 55.0 55.0 55.0 3-6 times 2 10.0 10.0 65.0 More than 9 times

7 35.0 35.0 100.0

Total 20 100.0 100.0

1-3 times 3-6 times More than 9 times

How often do you visit Subhiksha?

0

2

4

6

8

10

12

Fre

qu

en

cy

How often do you visit Subhiksha?

This bar graph shows that around 55% of respondents visit Subhiksha 1-3 times a month and around 35% of respondents visited Subhiksha more than nine times a month. It was observed that respondents, who buy grocery from Subhiksha, visit Subhiksha 1-3 times a month because people are in a habit of buying grocery collectively for a month. Those respondents who visit Subhiksha more than 9 times usually went there for buying daily use commodities like fruits and vegetables.

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4. Do you visit Subhiksha because of variety of products available there?

Frequen

cy Percent Valid


Valid yes 8 40.0 40.0 40.0 no 12 60.0 60.0 100.0 Total 20 100.0 100.0

yes

no

Do you visit Subhiksha because of variety of products available there?

This pie chart clearly shows that only 40% of respondents visiting Subhiksha are satisfied with the variety of products available at Subhiksha remaining 60% of respondents don’t feel that Subhiksha provides variety of products. Majority of respondents was dissatisfied with the variety of pharmaceutical products.

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5. Do you visit Subhiksha because of low prices?

yes

no

Do you visit Suobhiksha because of low prices?

This pie chart shows that 85% of respondents find Subhiksha economical and visit it because of low prices. Remaining 15% of respondents disagree with the fact that Subhiksha offers low prices than other retail outlets, they find the pricing strategy of Subhiksha at par with other retail outlets.

Frequen

cy Percent Valid



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6. Do you visit Subhiksha because of convenience of location?

Frequen

cy Percent Valid



yes no

Do you visit Subhiksha because of convenience of location?

0

5

10

15

20

Fre

qu

en

cy


This bar graph makes it evidently clear that 95% of respondents visit Subhiksha because its location is location is convenient to them. Only 5% of respondents say that it’s location is not convenient to them as it is situated in small localities.

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7. Do you visit Subhiksha because of prestige issue?

Frequen

cy Percent Valid



yes

no

Do you visit Subhiksha because of prestige issue?

Through this pie chart it is clear that 90% of respondents don’t feel for Subhiksha as a status symbol. This is because Subhiksha has an image of the store which provides such commodities, which are available at nearby grocery store also, at low prices. So people don’t think purchasing things at low prices as a prestige issue. Due to this attribute of respondents they keep switching from Subhiksha to other brands.

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8. How much satisfied are you with the services provided by Subhiksha?

Frequen

cy Percent Valid


Valid Very Satisfied

1 5.0 5.0 5.0

Satisfied 8 40.0 40.0 45.0 Can't say 8 40.0 40.0 85.0 Dissatisfied

2 10.0 10.0 95.0

Very Dissatisfied

1 5.0 5.0 100.0

Total 20 100.0 100.0

Very Satisfied

Satisfied

Can't say

Dissatisfied

Very Dissatisfied

How much satisfied are you with the services provided by Subhiksha?

This pie chart distribution shows that 40% of respondents lie in the green region i.e. they are satisfied with the services provided by Subhiksha. Out of remaining majority of respondents i.e. 40% are neither satisfied nor dissatisfied which means that while shopping in Subhiksha they never paid attention to the factors like fast billing or queue of billing etc. Those who were dissatisfied by Subhiksha complained about less no. of counters for billing.

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9. How much satisfied are you with the Staff at Subhiksha?

Frequen

cy Percent Valid



4 20.0 20.0 20.0


2 10.0 10.0 95.0

Very Dissatisfied

1 5.0 5.0 100.0

Total 20 100.0 100.0

Very Satisfied

Satisfied

Can't say

Dissatisfied

Very Dissatisfied

How much satisfied are you with the Staff at Subhiksha?

This pie chart shows that majority of respondents lie in the green region i.e. 45% of respondents are satisfied with the staff of Subhiksha. 15% of the respondents, who were dissatisfied with the staff , complained that the staff was lacking in the technical knowledge of products like those sitting at mobile phone character didn’t know about the features of mobile being asked. One more problem why they were dissatisfied with the staff was that they were not able to identify the staff because they are not in uniform.

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10. How much satisfied are you with the Ambience of Subhiksha?

Frequen

cy Percent Valid



1 5.0 5.0 5.0


5 25.0 25.0 90.0

Very Dissatisfied

2 10.0 10.0 100.0

Total 20 100.0 100.0

Very Satisfied

Satisfied

Can't say

Dissatisfied

Very Dissatisfied

How much satisfied are you with the Ambience of Subhiksha?

Around 50% of respondents were satisfied with the ambience of Subhiksha because while purchasing grocery they didn’t give importance to factors like size of the store, AC in the store, etc. 15% of respondents were neither satisfied nor dissatisfied. 35% of respondents were dissatisfied with the ambience of Subhiksha because according to them a retail store in basement(Subhiksha store which we surveyed was in basement) didn’t give a good impression on customers.

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11. How much satisfied are you with the Location of Subhiksha?

Frequen

cy Percent Valid



13 65.0 65.0 65.0

Satisfied

5 25.0 25.0 90.0

Can't say

1 5.0 5.0 95.0

Dissatisfied

1 5.0 5.0 100.0

Total 20 100.0 100.0

Very Satisfied

Satisfied

Can't say

Dissatisfied

How much satisfied are you with the Location of Subhiksha?

For this question we got highest positive response i.e. 90% of customers were satisfied with the location of Subhiksha. This means that majority of visitors of Subhiksha belonged to nearby locality. This highlights Subhiksha’S strategy to open more stores so that they can attract local customers of every region and they have been successful in their plans to a great extent.

36

12. How much satisfied are you with the Parking space provided by Subhiksha?

Frequen

cy Percent Valid



2 10.0 10.0 10.0


4 20.0 20.0 70.0

Very Dissatisfied

6 30.0 30.0 100.0

Total 20 100.0 100.0

Very Satisfied

Satisfied

Can't say

Dissatisfied

Very Dissatisfied

How much satisfied are you with the Parking space provided by Subhiksha?

This pie chart clearly shows that majority of respondents are dissatisfied with the parking space provided by Subhiksha. As such Subhiksha didn’t have its own parking space but since it is located in market places which have ample parking place so they didn’t find any problem in parking their vehicles. One more reason that this problem wasn’t able to overshadow Subhiksha’s popularity was that it’s location is such thst most of the people prefer coming there on feet as it is on walking distance from their home.

37

13. Does Subhiksha have better ambience than other retail outlets?

Frequen

cy Percent Valid



yes no

Does Subhiksha have more good ambience than other retail outlets?

0

5

10

15

20

Fre

qu

en

cy

Does Subhiksha have more good ambience than other retail outlets?

This bar graph clearly shows that 955 of respondents didn’t like the ambience of Subhiksha as the Subhiksha store chosen for survey was situated in basement and wasn’t even much spacious. Like other retail outlets Subhiksha didn’t provide enough space for kids to play and roam around.

38

14. Does Subhiksha give better discount/offers than other retail outlets?

Frequen

cy Percent Valid



yes

no

Does Subhiksha give better discount/offers than other retail outlets?

This pie chart clearly shows that 55% of respondents are satisfied with the discount or offers provided by Subhiksha. Remaining 45% of respondents don’t find Subhiksha’s discount attractive, they find it at par with other retail outlets.

39

15. How much time it takes you to reach Subhiksha from your place ?

Frequen

cy Percent Valid


Valid Less than 10 minutes

15 75.0 75.0 75.0

10-20 minutes

5 25.0 25.0 100.0

Total 20 100.0 100.0

Less than 10 mins

10-20 mins

How much time it takes you to reach Subhiksha from your place ?

This pie chart clearly shows that majority of respondents found it convenient to reach Subhiksha from their home or office place. 75% of respondents took less than 10 minutes to reach Subhiksha and remaining 25% took around 10 – 20 minutes to reach Subhiksha. This is because there is generally a Subhiksha store in each major market place. Only those people visit Subhiksha who find it at walking distance from their homes. Hence convenience of location is the major factor for people behind choosing Subhiksha for shopping.

40

16. If it takes more than 30 min to reach Subhiksha, will you :

Frequen

cy Percent Valid


Valid Still visit Subhiksha

3 15.0 15.0 15.0

Choose anyother store

17 85.0 85.0 100.0

Total 20 100.0 100.0

Still visit Subhiksha Choose anyother store

If it takes more than 30 min to reach Subhiksha, will you :

0

20

40

60

80

100

Perc

en

t

If it takes more than 30 min to reach Subhiksha, will you :

This question was so structured in order to test the loyalty of respondents towards Subhiksha. As it was seen in previous graph that for 75% of respondents it took less than 10 minutes to reach Subhiksha and for remaining 25% it took between 10 – 20 minutes. On being asked if it took them more than 30% to reach to reach Subhiksha 85% of respondents said that they would shift to some nearby store. This shows that they visited Subhiksha only because of convenience of location.

41

17. How many times have you seen Subhiksha overcrowded?

Frequen

cy Percent Valid


Valid Rarely 4 20.0 20.0 20.0 Frequently

10 50.0 50.0 70.0

Never 6 30.0 30.0 100.0 Total 20 100.0 100.0

Rarely

Frequently

Never

How many times have you seen Subhiksha overcrowded ?

It was seen that due to small size of Subhiksha stores 50% of respondents have seen it overcrowded frequently. Only 30% of respondents said that they have never seen Subhiksha overcrowded and remaining 20% claimed to have seen Subhiksha overcrowded frequently. This shows that Subhiksha is gaining popularity very fast. Though it also shows that Subhiksha stores are not properly managed but still they are attracting crowds.

42

18. What do you do when Subhiksha is overcrowded?

Frequen

cy Percent Valid


Valid Go for purchase that moment

1 5.0 5.0 5.0

Wait for sometime

3 15.0 15.0 20.0

Come next day

9 45.0 45.0 65.0

Go to some other retail outlet

7 35.0 35.0 100.0

Total 20 100.0 100.0

Go for purchase that moment

Wait for sometime

Come next day


What do you do when Subhiksha is overcrowded ?

This question was structured in order to observe the effect of Subhiksha stores staying overcrowded most of the times on respondents. Response to this question was dependent on the type of commodity they had to purchase from there. If the nature of commodity is such that they can purchase from anywhere else without major cost decisions then they go to some other store otherwise they wait there or come next day.

43

19. Rate your satisfaction level of shopping at Subhiksha at 5-point scale.

Frequen

cy Percent Valid


Valid Very satisfied

3 15.0 15.0 15.0

Satisfied 13 65.0 65.0 80.0 Dissatisfied

2 10.0 10.0 90.0

Very dissatisfied

2 10.0 10.0 100.0

Total 20 100.0 100.0

Very satisfied

Satisfied

Dissatisfied

Very dissatisfied

Rate your satisfaction level of shopping at Subhiksha at 5-point scale.

As far as overall shopping experience of people at Subhiksha is concerned then majority of respondents i.e. 65% are satisfied and 15% are very satisfied. This shows that despite of all odds like less impressive infrastructure Subhiksha is able to deliver a satisfying shopping experience to its customers.

44

20. Do you feel shopping at Subhiksha is an exciting experience?

Frequen

cy Percent Valid


Valid Agree 4 20.0 20.0 20.0 Can't say 7 35.0 35.0 55.0 Disagree 5 25.0 25.0 80.0 Strongly disagree

4 20.0 20.0 100.0

Total 20 100.0 100.0

Agree

Can't say

Disagree

Strongly disagree

Do you feel shopping at Subhiksha is an exciting experience?

This pie chart clearly show that majority of people disagree with the fact that shopping at Subhiksha is an exciting experience. This is because no one finds purchasing grocery and other daily use activities as something exciting and Subhiksha has never tried to make it exciting. That is the reason why 45% of people don’t find shopping at Subhiksha exciting.

45

21. Do you feel shopping at Subhiksha is a joyful experience?

Frequen

cy Percent Valid


Valid Strongly agree

1 5.0 5.0 5.0

Agree 5 25.0 25.0 30.0 Can't say 6 30.0 30.0 60.0 Disagree 5 25.0 25.0 85.0 Strongly disagree

3 15.0 15.0 100.0

Total 20 100.0 100.0

Strongly agree

Agree

Can't say

Disagree

Strongly disagree

Do you feel shopping at Subhiksha is a joyful experience?

For this question also a mixed response was observed but majority of people still fall under the category who deny the fact that shopping at Subhiksha is a joyful experience. Once again the reason lies in the fact that there is nothing joyful in shopping for daily use commodities or grocery. Subhiksha also does not provide enough space for children to roam around and play due to which it becomes least enjoying for child as well as parents.

46

22. Do you feel shopping at Subhiksha is value for money?

Frequen

cy Percent Valid


Valid Strongly agree

11 55.0 55.0 55.0

Agree 6 30.0 30.0 85.0 Can't say

1 5.0 5.0 90.0

Disagree

2 10.0 10.0 100.0

Total 20 100.0 100.0

Strongly agree

Agree

Can't say

Disagree

Do you feel shopping at Subhiksha is value for money?

This question was so structured so that to find whether respondents really feel that Subhiksha offers them low prices or not. 85% of respondents replied positively to this question by saying that they find shopping at Subhiksha value for money i.e. they have to pay less at Subhiksha as compared to other retail outlets. This means that Subhiksha is clearly in accordance with its slogan ―BACHAT MERA ADHIKAAR, SUBHIKSHA MERA ABHIMAAN‖.

47

23. Do you feel shopping at Subhiksha is a tiring experience?

Frequen

cy Percent Valid


Valid Agree 2 10.0 10.0 10.0 Can't say 2 10.0 10.0 20.0 Disagree 7 35.0 35.0 55.0 Strongly disagree

9 45.0 45.0 100.0

Total 20 100.0 100.0

Agree

Can't say

Disagree

Strongly disagree

Do you feel shopping at Subhiksha is a tiring experience?

Majority of respondents held the view that shopping at Subhiksha is not a tiring experience. Only 10% of respondents held the view that shopping at Subhiksha is a tiring experience. This is because Subhiksha is small store and everything is organized due to which the shopper does not find it more difficult to search for the thing he is looking for.

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24. Do you think Subhiksha is a complete retail outlet?

Frequen

cy Percent Valid



yes no

Do you think Subhiksha is a complete retail outlet?

0

5

10

15

20

Fre

qu

en

cy

Do you think Subhiksha is a complete retail outlet?

This bar graph clearly shows that 80% of respondents feel that Subhiksha is not a complete retail outlet. A very small % i.e. 20% of respondents are satisfied that Subhiksha is a complete retail outlet. Majority of respondents were satisfied with what Subhiksha is and gave a large no. of suggestions which are discussed later in this report.

49

CROSS TABS

The Crosstabs is a procedure in SPSS that forms two-way and multiway tables and provides a variety of tests and measures of association for two-way tables. With the help of cross tabs two interrelated questions can be analyzed and their effect on each other can be studied. Here two sets of questions have been selected to be analyzed by cross tabs. These are as follows; SET I QUES1. How much time it takes you to reach Subhiksha from home?

1. less than 10 minutes 2. 10 – 20 minutes 3. 20 – 30 minutes 4. more than 30 minutes

QUES2. If it takes more than 30 minutes to reach Subhiksha will you:

1. still visit Subhiksha 2. choose any other store

Crosstabs Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

How much time it takes you to reach Subhiksha from your place ? * If it takes more than 30 min to reach Subhiksha, will you :

20 100.0% 0 .0% 20 100.0%

50

How much time it takes you to reach Subhiksha from your place? * If it takes more than 30 min to reach Subhiksha, will you: Cross tabulation

If it takes more than 30 min to reach

Subhiksha, will you :

Total

Still visit Subhiksh

a

Choose any other

store

How much time it takes you to reach Subhiksha from your place ?

Less than 10 mins

2 13 15

10-20 mins 1 4 5

Total 3 17 20

This cross tab analysis very clearly shows that there are 15 respondents who reach Subhiksha in less than 10 minutes but out of them 13 respondents will choose some other near by store if it took them more than 30 minutes to reach Subhiksha only 2 respondents will still like to visit Subhiksha. 15 respondents are such who reach Subhiksha within 10 – 20 minutes but out of them 4 respondents will choose some other near by store if it took them more than 30 minutes to reach Subhiksha only 1 respondents will still like to visit Subhiksha. This cleary shows that on only 15% of Subhiksha customers will remain brand loyal to it if convenience of location of Subhiksha wasn't there. SET II QUES1. How many times have you seen Subhiksha Overcrowded?

1. rarely 2. frequently 3. never

QUES2. What do you do when Subhiksha is overcrowded?

1. go for purchase that moment 2. wait for sometime 3. come next day 4. got to some other retail store

51

Crosstabs Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

How many times have you seen Subhiksha overcrowded ? * What do you do when Subhiksha is overcrowded ?

20 100.0% 0 .0% 20 100.0%

How many times have you seen Subhiksha overcrowded? * What do you do when Subhiksha is overcrowded? Cross tabulation

What do you do when Subhiksha is overcrowded?

Total

Go for purchase

that moment

Wait for sometim

e

Come next day


How many times have you seen Subhiksha overcrowded ?

Rarely 1 1 1 1 4 Frequently 0 2 6 2 10 Never

0 0 2 4 6

Total 1 3 9 7 20

The cross tab analysis of this set of questions shows that 50% of respondents have seen Subhiksha overcrowded frequently and 60% of these respondents further say that they would come next day for purchase to Subhiksha if it is overcrowded. These responses are further dependent on following factors; Nature of commodity to be purchased Urgency of need of the commodity Time available with the customer Depending on above listed factors a customer decides that on seeing

Subhiksha overcrowded he/she will go to some other retail outlet, go for purchase that moment, wait for sometime or come next day.

52

TESTING OF HYPOTHESIS

53

Hypothesis 1: H0: Convenience of location of Subhiksha attracts majority of customers. Alternate hypothesis: Subhiksha's convenient location does not attract many customers. For the testing of this hypothesis I have applied one sample t – test as it is used to compare the mean of a single sample with the population mean. One sample t – test has been applied on all those questions in the questionnaire which seem relevant to the hypothesis. Such questions are: 1. Do you visit Subhiksha because of convenience of location/ 2. How much satisfied are you with the convenience of location? 3. Does Subhiksha have more convenient location than other retail outlets? Exhibit I: Test results for ‘Do you visit Subhiksha because of convenience of location?’ T-Test One-Sample Statistics

N Mean Std. Deviation

Std. Error Mean


20 1.0500 .22361 .05000

One-Sample Test

Test Value = 0

t df Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Lower Upper


21.000 19 .071 1.05000 .9453 1.1547

54

Exhibit II: Test results for ‘How much satisfied are you with the convenience of location?’ T-Test One-Sample Statistics


Std. Error Mean


20 1.5000 .82717 .18496

One-Sample Test

Test Value = 0


Mean Difference


Lower Upper


8.110 19 .054 1.50000 1.1129 1.8871

Exhibit III: Test results for ‘Does Subhiksha have more convenient location than other retail outlets?’ T-Test One-Sample Statistics


Std. Error Mean

Does Subhiksha have more convenient location than others?

20 1.0500 .22361 .05000

55

One-Sample Test

On applying one sample t – test to above listed questions we find that the level of significance for respective questions come out to be 0.071, 0.054, and 0.79. Hence the hypothesis will be accepted as the level of significance comes out to be greater than 0.05 in all the three cases. Hypothesis 2: H0: Subhiksha offers its customers low prices than than other retail outlets. Alternate hypothesis: Subhiksha doesn't offer low prices than other retail outlets. For the purpose of testing of this hypothesis also one sample t – test is used. This test is applied n following questions: 1. Do you visit Subhiksha because of low prices? 2. Do you feel shopping at Subhiksha is value for money? Exhibit IV: Test results for ‘Do you visit Subhiksha because of low prices?’ T-Test One-Sample Statistics


Std. Error Mean

Do you visit Subhiksha because of low prices?

20 1.1500 .36635 .08192

Test Value = 0


Mean Difference


Lower Upper

Does Subhiksha have more convenient location than others?

21.000 19 .079 1.05000 .9453 1.1547

56

One-Sample Test

Test Value = 0


Mean Difference


Lower Upper

Do you visit Suobhiksha because of low prices?

14.038 19 .041 1.15000 .9785 1.3215

Exhibit V: Test results for ‘Do you feel shopping at Subhiksha is value for money?’ T-Test One-Sample Statistics


Std. Error Mean


20 1.7000 .97872 .21885

One-Sample Test

Test Value = 0


Mean Difference


Lower Upper


7.768 19 .001 1.70000 1.2419 2.1581

By application of one sample t – test on above listed questions we come to know that level of significance for above listed two questions is 0.041 and 0.001 respectively. Hence the hypothesis is rejected because the level of significance for both of the relevant questions is less than 0.05. Therefore, the alternate hypothesis is true i.e. Subhiksha doesn't offer low prices than other retail outlets.

57

SCOPE

&

LIMITATIONS

58

SCOPE:

This research will help Subhiksha to identify their competitors in Delhi and above all the areas in which they can have an edge on them.

1. Subhiksha gives various discounts and offers. This report will also help in knowing whether various discounts and offers given by Subhiksha are enough for attracting customers or not.

2. This research will also be helpful in knowing the loyalty of customers towards Subhiksha.

3. Very general attributes of customers like visits per month, importance given to attributes like ambience, parking also become clear.

Limitations:

This project report suffers from following limitations:

1. Questionnaires were filled in evenings, when most of the people are in hurry and they might not have responded truly to all the questions.

2. Our research is limited to only one store of Subhiksha at Sarita Vihar and sample size is of 20 respondents so errors may crop in while generalizing the results.

3. Those who came out of Subhiksha Store after shopping were chosen for getting the questionnaires filled but they held bulky polyethylene bags due to which they found it difficult to stand for long and answer the questions.

4. The management of Subhiksha wasn’t co-operative and we didn’t get the opportunity to get the help of Subhiksha employees in our research.

5. Most of the retail outlets mentioned in our questionnaire had not been visited by respondents, this affected their response to various questions.

59

RESEARCH FINDINGS

60

This research helped us identify following problems where Subhiksha has an immense scope of improvement:

1. People were found to be very dissatisfied with the ambience of Subhiksha as it is situated in basement.

2. Majority of respondents were found complaining about the variety of products

available at Subhiksha. Many things were out of stock for most of the times. 3. Location was one of the main reason which attracted people towards

Subhiksha as it was situated just in the near by market place and as already stated it took mostly less than 10 minutes for majority of respondents to reach Subhiksha.

4. As Subhiksha deals in discount retailing, it was believed that Subhiksha’s

discount and low prices were one of the main attractions for people but this myth was broken by our research as majority of people replied that the 10% discount given by Subhiksha on grocery and other items is not unique and they prefer visiting it over nearby grocery store because they don’t have to negotiate with anyone in Subhiksha and this is time saving.

5. To cut costs, Subhiksha decided on adopting the following:

Small sized functional stores with an approximate area 1500 square feet. All the retail outlets taken on a 10-year lease period. Purchase costs are reduced by having fixed vendors for the store furniture

and equipment. Providing customer service and eliminating self-service. This would eliminate

customer pilferage, which is normally around 5 percent in the existing retail market.

6. Parking is major problem at Subhiksha and majority of customers were dissatisfied with the parking space at Subhiksha, as it does not provide parking to its customers. Customers of Subhiksha use the parking space provide by that market place only and it becomes a problem for the visitors coming on peek hours.

61

RECOMMENDATIONS &

CONCLUSION

62

This research throws light on various strengths and weaknesses of Subhiksha and can also help Subhiksha to improve on different fronts in order to have an edge over its competitors. Based on the analysis and findings of my research I would like to give following recommendations: 1. Subhiksha needs to improve on its infrastructure it should be more spacious

so that it can accommodate more kinds of products and also provide space for children coming with their parents to play and have fun so that for them visiting Subhiksha becomes exciting.

2. Subhiksha should incorporate more variety of products in its basket so that

it provides the convenience of availability of all things under one roof to its customers. Variety of products should specially be increased in pharmaceutical products and grocery because medicines are such things which one will have only those which a doctor recommends them and they cant switch between their choices.

3. Since Subhiksha also provides fruits and vegetables to its customers so

special efforts should be made to maintain he freshness of fruits and vegetables. Place where fruits and vegetables are kept should e made more airy with the installation of exhaust fans and if possible an AC should be installed.

4. Some kind of behavioral and technical training should be provided to the

and also uniform should be made compulsory for the staff so that they can be easily distinguished from customers.

5. More computers should be included and number of billing counters should

be increased so as to speed up the process of billing and avoid large queues.

6. Space available to Subhiksha though small, should be properly managed.

No empty bags and boxes should lie here and there as this can be hazardous for children.

7. Hoardings and banners of Subhiksha should be put on more happening

place so that people get attracted towards its slogans like 'BACHAT MERA ADHIKAAR, SUBHIKSHA MERA ABHIMAAN'. An intensive promotional program should be designed for Subhiksha as it is new in Delhi.

8. To a grocery store, hygiene and cleanliness is a very important factor and

this should be taken care of by Subhiksha also.

63

9. In festive seasons Subhiksha provides special discounts which attract large number of people to subhiksha creating a crowded situation at Subhiksha. Proper management of crowd can avoid this type of situation from occurring. More staff should be employed in order to make billng fast.

10. If possible more attractive discount and offers should be given in order to

attract more customers. CONCLUSION This research report aims to study consumer attitude towards Subhiksha and highlights its strengths and weaknesses in order that Subhiksha can fight the competition in a better way. This research also shows that generally it is thought and also portrayed in Subhiksha advertisements that it gives more discount than other retail stores, this myth has been broken by this research and people no more find discounts given by Subhiksha more attractive than that of others. Though Subhiksha captures a different market but still it has courage to give competition to big players like Vishal mega mart and Big bazaar. Retail in India is a booming sector nowadays and Subhiksha should try to benefit from it. Recommendations given should be considered by subhiksha in order to emerge as a winner in long run.

64

ANNEXURE

65

QUESTIONNAIRE PROSPECTS OF RETIL IN INDIA : A CASE STUDY ANALYSIS OF

SUBHIKSHA. Dear Respondent, I, a student of Asia Pacific Institute of Mgmt, am doing this marketing research to study consumer’s attitude towards Subhiksha and for that purpose I have designed following questionnaire. Needless to say that your information will be kept confidential and wont be disclosed to anyone. Q1. Where do you buy your grocery from?

1. near by grocery store 2. Subhiksha 3. Any other retail outlet.

Q2. How many of the following retail outlets you have visited? Vishal Mega Mart Big Bazaar Reliance Retail Spencer Sabka bazaar 1. Visited all 2. Only 4 of them 3. Only 3 of them 4. Only 2 of them 5. Only 1 of them 6. None

Q3. How often you visit Subhiksha in a month? 1. 1-3 times 2. 3-6 times 3. 6-9times 4. more than 9

Q4. What do you think is the reason of visiting Subhiksha ? Yes No

1. variety of products 2. low prices 3. convenience of location 4. status symbol 5. others

if others then please specify _________________

66

Q5. How would you rate Subhiksha on 5-point scale based on following listed attributes?

1 2 3 4 5 Services Staff Ambience Location Parking Where 1 = very satisfied 2 = satisfied 3 = can’t say 4 = dissatisfied 5 = very dissatisfied Q6. In which area you feel Subhiksha has an edge over other retail outlets? Yes No

1. ambience / Infrastructure 2. location 3. Discount / other offers 4. Any other attribute, specify __________________

Q7. How much time it takes you to reach Subhiksha from your place?

1. less than 10 min 2. 10-20 min 3. 20-30 min 4. more than 30 min

Q8. If it takes more than 30 min to reach Subhiksha, will you:

1. Still visit Subhiksha 2. choose any other store

Q9. How many times have you seen Subhiksha overcrowded?

1. rarely 2. frequently 3. never

67

Q10. What do you when Subhiksha is overcrowded? 1. go for purchase that moment 2. wait for sometime 3. come next day 4. go to some other retail store

Q11. Define your overall shopping experience at Subhiksha on a 5-point scale.

1 2 3 4 5 1. Satisfactory 2. Exciting 3. Joyful 4. Value for money 5. Tiring

Where, 1 = strongly agree 2 = agree 3 = can’t say 4 = disagree 5 = strongly disagree

Q12. Do you think Subhiksha is a complete retail outlet?

1. yes 2. no If no then please give your suggestions_______________________________________________________________________________________________________________________________________________________________

Please fill your details Name: Age: Below 20 yrs 20 - 30 yrs 30 – 40 yrs above 40 yrs Monthly Income: below 10,000 between 10,000 – 15,000 between 15,000 – 20,000 above 20,000 Gender: Male Female Ph. No.:

68

BIBLIOGRAPHY

69

1. Marketing research by Naresh K. Malhotra 2. Marketing research by Harper W. Boyd, Jr. Ralph Westfall, Stanley F.

Stasch

3. www.Google.com

4. www.Subhiksha.biz

http://www.subhiksha/

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