rrv and mpcvv report format-ssec.12345
TRANSCRIPT
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
1/51
A REASEARCH REPORT
ON
A STUDY ON CONSUMER PREFERENCE TOWARDS CHOICE
OF RETAIL OUTLET WITH SPECIAL FOCUS ON GROCERY
ITEMS AT BHILAI & DURG REGION
Submitted in partial fulfilment for the award of the degree
Master of Business Administration
Chhattisgarh Swami Vivekanand Technical University, Bhilai
Submitted by,
R.SARASWATI
MBA Semester 2nd
(Session 2013)
Approved By,
Dr. Souren SarkarHead of the Department
Guided By,
Ms.Smruty Shah
Sr. Asstt. Professor
Shri Shankaracharya Engineering
College
Junwani, Bhilai (C.G.) - 490020
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
2/51
DECLARATION
I the undersigned solemnly declare that the report of the research work entitled A
study on consumer choice of retail outlet with special focus on grocery items atBhilai and Durg is based on my own work carried out during the course of my study
under the supervision ofMs Smruty Shah.
I assert that the statements made and conclusions drawn are an outcome
of my research work. I further declare that to the best of my knowledge and belief
the report does not contain any part of any work which has been submitted for
the award of MBA degree or any other degree/diploma/certificate in this
University or any other University of India or abroad.
_________________(Signature of the
Candidate)Name R
Saraswati
Enrolment
No:AK5531
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
3/51
Certificate from supervisor
This is to certify that the work incorporated in the report A study on consumer
choice of retail outlet with special focus on grocery items at Bhilai and
Durgis a record of research work carried out byMs. R.Saraswati bearing Enrollment
No.: AK5531 under my/our guidance and supervision for the part fulfillment for the
award of MBA Degree of Chhattisgarh Swami Vivekanand Technical University, Bhilai
(C.G.), India.
To the best of my knowledge and belief the Report
i) Embodies the work of the candidate him/herself,
ii) Has duly been completed,
iii) Is up to the desired standard both in respect of contents and languagefor external viva.
_________________
(Signature of theSupervisor)
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
4/51
Acknowledgments
During the course of my project, there are several people who have directly
or indirectly co-operated and guided me whenever and wherever it wasnecessary and shared my hardship.
It is matter of immense pleasure and pride for me to express a deep
sense of gratitude to my project guide Ms Smruty Shah, Sr. Asst. Professor,
SSEC-Bhilai for her valuable co-operation and support at each and every
stage of this project study. I am highly grateful to all faculty members who
helped me.
I am thankful to Dr.Souren Sarkar (HOD, Dept. of Business Administration,
SSEC, Bhilai) for continuing cooperation for our overall growth. My humbleand utmost
sincere thanks go to all my respondents who have devoted their precious
time in filling up the Questionnaire.
I also thank my parents and friends who helped me in successfully
completed this project.
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
5/51
INDEX
Declaration
Certificate
Acknowledgement
CONTENTS PAGE NO.
Chapter 1. Introduction to the study 1-3
Chapter 2. Literature Review 4-8
Chapter 3. Research Methodology 9-13
Chapter 4. Data Analysis 14-25
Chapter 5. Findings 26-27
Chapter 6. Recommendations 28-29
Chapter 7. Limitations 30-31
Chapter 8. Conclusion 32-33
Chapter 9. References 34-35
Questionnaire Used 36-39
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
6/51
Chapter 1:
Introduction to the study
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
7/51
P a g e | 1
Introduction to the study
A: Research Background:
I have conducted a research on the topic Consumer preference towards choice of retail outlet with
special focus on grocery at Bhilai and Durg region .
My research discusses the factors affecting customers relationship marketing practices in organized
retailing in food and grocery sectors in Bhilai and Durg.
It examines about the factors which are affecting customers relationship trust, commitment,
communication and satisfaction towards the customer loyalty. I conducted questionnaire based
research to find out factors which are affecting customer relationships.
B: Contribution:
The retail industry is divided into organized and unorganized sectors. Over 12 million outlets
operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size. Organized
http://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Industry -
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
8/51
retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered
for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains,
and also the privately owned large retail businesses. Unorganized retailing, on the other hand, refers
to the traditional formats of low-cost retailing, for example, the local kirana shops, owner manned
general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc. In
India, a shopkeeper of such kind of shops is usually known as adukandar.
The retailers in India have to learn both the art and science of retailing by closely following
how retailers in other parts of the world are organizing, managing, and coping up with new challenges
in an ever-changing marketplace. Indian retailers must use innovative retail formats to enhance
shopping experience and try to understand the regional variations in consumer attitudes to retailing.
Retail marketing efforts have to improve in the country:
1. Advertising, promotions, and campaigns to attract customers have to be designed and
Executed to build loyalty by identifying regular shoppers and offering benefits to them.
2. Efficient management of high-value customers is vital.
3. Monitoring customer needs constantly must be done with long-term relationships in view.
The above are some of the aspects which Indian retailers need to focus upon on a more proactive
basis.
P a g e | 2
Growth Drivers for the Organised Retail are identified over here:
Higher Disposable Income
Growing Working Women population
Adoption of Nuclear Family culture
Baby Boomer Effect
Growth in Urban Population
Robust Outlook towards branded products
Growth in Retail Malls and various other new formats
Plastic Money becoming a greater pie of cedi.
Eight ways to keep customers for life:
1. Every part of the companys marketing effort should be geared towards building lifetime
relationships.
2. People want to do business with friendly people. To have effective relations a friendly attitudemust permeate in the organization.
http://en.wikipedia.org/wiki/Hypermarketshttp://en.wikipedia.org/wiki/Kiranahttp://en.wikipedia.org/wiki/Paanhttp://en.wikipedia.org/wiki/Shopkeeperhttp://en.wikipedia.org/wiki/Shopkeeperhttp://en.wikipedia.org/wiki/Hypermarketshttp://en.wikipedia.org/wiki/Kiranahttp://en.wikipedia.org/wiki/Paanhttp://en.wikipedia.org/wiki/Shopkeeper -
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
9/51
3. Information technology developments should be positively used to serve the customers.
4. The company should always be flexible to bend its rules and procedures in the clients favor.
5. The company should communicate with its customers even when it is not trying to sell
something.
6. The company can communicate and develop stronger customer bonding by providing financial
and social benefits.
7. The company should try to know all its customers including their lifestyles, hobbies, likes and
dislikes etc.
8. The company should make it a point to deliver more than what is promised.
P a g e | 3
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
10/51
Chapter 2:
Literature Review
P a g e | 4
Literature Review
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
11/51
Indian unorganized retail sector & its challenge
India is the only one country having the highest shop density in the world, with 11
outlets per 1000 people (12 million retail shops for about 209 million households). Rather we
can see the democratic scenario in Indian Retail (because of low level of centralization, low
capital input and due to a good number of self organized retail).India started its Retail
Journey since ancient time .In Ancient India there was a concept of weekly HAAT, where all
the buyers & sellers gather in a big market for bartering. It takes a pretty long times to & step
to shape the modern retail. In between these two concepts (i.e. between ancient retail
concept & the modern one there exist modern KIRANA/ mom and pop shops or BANIYA KI
DUKAN.Still it is predominating in India
So the Indian retail industry is divided into two sectors- organised and unorganised.
Organised retailsector refers to the sectors undertaken by licensed retailers, that is, those
who are registered for sales tax, income tax, etc. These include the corporate retail formats
of the exclusive brand outlets, hypermarkets, supermarkets, departmental stores and
shopping malls.
Unorganised retailing, on the other hand, refers to the traditional formats of low-cost
retailing, for example, hand cart and pavement vendors, & mobile vendors, the local kirana
shops, owner manned general stores, paan/beedi shops, convenience stores, hardware
shop at the corner of your street selling everything from bathroom fittings to paints and small
construction tools; or the slightly more organized medical store and a host of other small
retail businesses in apparel, electronics, food etc.
Characteristics of unorganized retail-
Small-store (KIRANA) retailing has been one of the easiest ways to generate self-
employment, as it requires limited investment in land, capital and labour. It is generally family
run business, lack of standardization and the retailers who are running this store they are
lacking of education, experience and exposure. This is one of the reasons why productivity of
this sector is approximately 4% that of the U.S. retail industry. Unorganized retail sector is
still predominating over organized sector in India, unorganized retail sector constituting 98%
(twelve million) of total trade, while organized trade accounts only for 2%.
P a g e | 5
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
12/51
The reasons might be-
1. In smaller towns and urban areas, there are many families who are traditionally
using these KIRANA shops/ 'mom and pop' stores offering a wide range of merchandise mix.
Generally these KIRANA shops are the family business of these small retailers which they
are running for more than one generation.
2. These KIRANA shops are having their own efficient management system and with
this they are efficiently fulfilling the needs of the customer. This is one of the good reasons
why the customer doesnt want to change their old loyal KIRANA shop.
3. A large number of working class in India is working as daily wage basis, at the end
of the day when they get their wage, they come to this small retail shop to purchase wheat
flour, rice etc for their supper. For them this the only place to have those food items because
purchase quantity is so small that no big retail store would entertain this.
4. Similarly there is another consumer class who are the seasonal worker. During their
unemployment period they use to purchase from this kirana store in credit and when they get
their salary they clear their dues. Now this type of credit facility is not available in corporate
retail store, so this kirana stores are the only place for them to fulfill their needs.
5. Another reason might be the proximity of the store. It is the convenience stores
customer. In every corner the street an unorganized retail shop can be found that is hardly a
walking distance from the customers house. Many times customers prefer to shop from the
nearby kirana shop rather than to drive a long distance organized retail stores.
6. This unorganized stores are having n number of options to cut their costs. They
incur little to no real-estate costs because they generally operate from their residences .Their
labour cost is also low because the family members work in the store. Also they use cheap
child labour at very low rates.
As they are operating from their home so they can pay for their utilities at residential
rates. Even they cannot pay their tax properly.Currently the value of the retail market is
estimated at around $ 270 billion with a growth rate of 5.7 per cent per annum according to
the Indian retail report which creates a big threat for the small unorganized retailers.
P a g e | 6
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
13/51
The well established organized retail sector in India are Pantaloon Retail, Shoppers Stop,
SPENCERS, HYPERCITY, Lifestyle, SUBHIKSHA & newly emerging Reliance etc.Over
20,000 new retail outlets are expected to open within this segment. Major corporate retail like
Wal-Mart and have started to try and take over the Indian retail sector. But in India the
unorganized retail is a source foods and other necessities of millions of Indians , major link
between rural and urban societies. Not only that it is also act like a convenience store for the
customer offering right product at right time at right place. In a country with large numbers of
people, and high levels of poverty, this model of retail democracy is the most appropriate So
these unorganized retail sector need to be promoted so that they can organize & supply food
to Indian consumer.
Now the question is how to promote this sector-
The suggestions might be-
(a) Establishment of Retailer co-operatives among retailers which is highly required for the
sustenance of the unorganized retail sector.
(b) Merger and buy-out of weak retailers by a stronger one that would give a new horizon to
the small retailer.
(c) Setting up of franchisee organization may also help in strengthening the position of the
retailers. The franchiser can exert a tremendous control over the way retailing is done.
(d) There must be good network connection between retail organizations, the suppliers and
other channel members to use compatible technology so that they can build strong
distribution set-up to satisfy the customers.
(e) Setting up of more and more non-store retailing centres would also ensure a strong
retailing organization. Non-store retailing makes implementation of modern principles easier
and less costly.
(d) Moreover there must be a change in the mindset of the unorganized retailer. They have to
understand the pulse of the trend. They have to understand, come forward & lead this
change management then only this sector not only can exist but flourish.
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
14/51
P a g e | 7
ORGANISED RETAILING
Organized retail is nothing but a retail place all the items are segregated and broughtunder one roof, unlike the unorganized retail where there are different things are sold in
different shops. It also aims to bring maximum of different brands making the same
type of product together. The retail sector is presently undergoing a transition in India.
Previously, customers used to go to kirana stores to purchases their necessities. This
later changed to bigger shops run by one man with a few employees. Here, all the work
was done manually. Gradually, more sophistication seeped into this sector and
department stores came into being.
Organized vs. unorganized retail: Making an issue of a non-issue
The so-called negative impact of organized retail on unorganized retail is being
exaggerated; ironically, those who exaggerate also talk of democracy! It is time these
people realized that in a vibrant democracy one should live and let live.
The 5 main factors that go into defining a customer satisfaction:
1) Quality- Quality is what customer perceive to be.
2) Performance- Product service is ready to use, product availability, reliability.
3) Service- Provide the service at right time even through features and benefits to
consumers.
4) Price- Now a day customers is ready to give high price towards quality, expects to get
good products in lower price.
5) Convenience- Supermarket located at right area and parking facility makes it
convenient for the people comes and purchase.
(http://pure.au.dk/portalstudent/files/13372/MT_Nikolas_Fritz.pdf&sa=u&ei=GNBOUee
5Njci4Aov30DoDw&ved=oCAkQFjAA&usg=AFQjCNHmk1tmA1hMc9p2l5j3dA3HNVtE
mQ)
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
15/51
P a g e | 8
Chapter 3:
ResearchMethodology
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
16/51
P a g e | 9
Research Methodology
Research Methodology is the way to systematically solve a research problem. In it the
various steps are followed that are generally adopted in the study along with the logic behind
them. It is a conceptual structure with in which the study is conducted. It constitutes the blue
print for the collection, measurement and analysis of data.
Causal research design has been taken to conduct the study. Data collection has been
organized through primary source for which questionnaire containing 5-point likerts scale has
been used. A convenience sampling has been used to collect data. 100 respondents were
the customers of textile industry. The samples collected from the city Bhilai.
Research Objectives:-
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
17/51
1. To identify the factors influencing customer relationship management at food
and grocery sector in Bhilai-Durg.
2. To evaluate the impact of the factors and take out the most significant factor
affecting FOOD and GROCERY sector.
RESEARCH PLAN:
Research Design Descriptive
Research Instrument Structured questionnaire
Measurement Scale 5 point Likerts Scales
P a g e | 10
Sample Plan/Research Plan:
RESEARCH PLAN
Research Design: Descriptive
Research Method Used Survey
Research Technique Used Questionnaire
Data Collection From Durg, Bhilai
Sampling Plan Convenience
Sample Size 70
Data Collection:-
Primary Data Collection - It was collected during the interaction with
people through questionnaire and personal interaction.
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
18/51
Secondary Data Collection The data collection was done through
literature and information obtained from various sources to increase the
effectiveness of the research. On the other hand, these are those which have
already been passed through the statistical process .Inputs were obtained from:
o Websites.
o Magazines.
o Books.
o Journals.
P a g e | 11
Questionnaire Design:-
It translates the information needed into a set of specific questions that the respondents can
and will answer.
Descriptive Statistics:-
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
19/51
Measure ItemNumber of
Respondents
Age
50 00
Annual
Income
6
Lakhs00
GenderMale 38
Female 32
Total 70
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
20/51
P a g e | 12
Research model
Infrastructure
Risk
Relative
Attractiveness/
Satisfaction
Intention
to
Purchase
Ease to
purchase
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
21/51
Objective:
1: To know the impact of easy of purchase & infrastructure & risk on relative
attractiveness.
2:To understand the impact on attractiveness on intention to purchase.
Hypothesis
H1: Easy to purchase has a significant impact on relative attractiveness.
H2: Infrastructure has a significant impact on relative attractiveness.
H3: Risk has a significant impact on relative attractiveness.
H4: Relative attractiveness has a significant impact on intention to purchase.
P a g e |13
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
22/51
Chapter 4:
Data Tabulation, Analysis
and Results
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
23/51
P a g e | 14
Data Tabulation, Analysis and Results
SPSS:-
SPSS is a popular statistics program used in a variety of scientific disciplnes.It is
composed of two facets, the statistical package itself and the SPSS language a system of syntax
used to execute commands and procedure. Likewise there are two approaches to using SPSS: (A)via
the menu system and point and click approach and (b) via the use of SPSS programming syntax
.Most users will find a combination of these approaches most effective in carrying out their data
analysis. At the University of North Texas, we have obtained the licenses of the software of windows
and Mac OSX.In this series we will focus on SPSS for windows which is a complete data analysis
program with many capabilities and applications. The requirement for PCs and Macs are as follows.
While those requirement are for version 16,labs on campus do not yet use 16(and from our point of
view at RSS you are better off as such).
ADVANTAGE OF SPSS:-
1. Find unusual data.
2. Purpose and transform data.
3. Save excel table to native SPSS data find.
4. Analysis everywhere
5. An analytics shift.
CLUSTER METHODOLOGY
Cluster Analysis:
Cluster analysis consists of methods of classifying variables into clusters. Technically, a
cluster
Consists of variables that correlate highly with one another and have comparatively low
correlations
With variables in other clusters.
The basic objective of cluster analysis is to determine how many
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
24/51
Mutually and exhaustive groups or clusters, based on the similarities of profiles among
entities, really exist in the population and then to state the composition of such groups.
Various groups to be determined in cluster analysis are not predefined as happens to be
the case in discriminate analysis.
P a g e | 15
Steps: In general, cluster analysis contains the following steps to be performed:
(i) First of all, if some variables have a negative sum of correlations in the correlation
matrix, One must reflect variables so as to obtain a maximum sum of positive
correlations for the Matrix as a whole.
(ii) The second step consists in finding out the highest correlation in the correlation
matrix and
The two variables involved (i.e., having the highest correlation in the matrix) form the
nucleus
Of the first cluster.
(iii) Then one looks for those variables that correlate highly with the said two variables
and
Includes them in the cluster. This is how the first cluster is formed.
(iv) To obtain the nucleus of the second cluster, we find two variables that correlate
highly but Have low correlations with members of the first cluster. Variables that
correlate highly with the said two variables are then found. Such variables along the said
two variables thus constitute the second cluster.
(v) One proceeds on similar lines to search for a third cluster and so on.
From the above description we find that clustering methods in general are judgemental
and are
Devoid of statistical inferences. For problems concerning large number of variables,
various cut-andtry
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
25/51
Methods have been proposed for locating clusters. McQuitty has specially developed a
number of
Rather elaborate computational routines* for that purpose. In spite of the above stated
limitation, cluster analysis has been found useful in context of market research studies.
Through the use of this technique we can make segments of market of a product on the
basis of several characteristics of the customers such as personality, socio-economic
considerations, psychological factors, purchasing habits and like ones. Cluster analysis is
an exploratory data analysis tool for solving classification problems.
Its object is to sort cases (people, things, events, etc) into groups, or clusters, so that
the degree of association is strong between members of the same cluster and weak
between members of different clusters.
Each cluster thus describes, in terms of the data collected, the class to which its
members belong; and this description may be abstracted through use from the particular
to the general class or type. Cluster analysis is thus a tool of discovery.
P a g e | 16
It may reveal associations and structure in data which, though not previously evident,
nevertheless are sensible and useful once found. The results of cluster analysis may
contribute to the definition of a formal classification scheme, such as a taxonomy for
related animals, insects or plants; or suggest statistical models with which to describe
populations; or indicate rules for assigning new cases to classes for identification and
diagnostic purposes; or provide measures of definition, size and change in what
previously were only broad concepts; or find exemplars to represent classes.
Whatever business you're in, the chances are that sooner or later you will run into a
classification problem. Cluster analysis might provide the methodology to help you solve
it; and Clustan could provide the professional software you need for that task.
Cluster analysis
Cluster analysis for ease to purchase:-
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
26/51
Final Cluster Centers
Cluster
1 2 3
Age 3 2 2
Gender 0 1 0
Annualincome 3 4 2Occupation 4 1 2
Easetopurchase
11 1 2
Easetopurchase
22 3 2
Easetopurchase
32 3 2
Easetopurchase
4 2 3 3
Easetopurchase
52 1 3
P a g e | 17
Number of Cases in each
Cluster
Cluster 1 34.000
2 1.000
3 35.000
Valid 70.000
Missing .000
Demographic and clustering of ease to purchase for cluster-1
34 respondent out of 70 in cluster 1 the ease to purchase1 shown strongly agree , ease to purchase2, ease to
purchase3, ease to purchase4, ease to purchase5 these are shown agree.
These 34 respondent out of 70 in cluster 1 which belongs to age group of 31-40 and they are male and their
annual income is comes under 3-4.5lakhs and their occupation comes under professional
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
27/51
Demographic and clustering of ease to purchase for cluster-2 1 respondent out of 70 in cluster 2 the ease
to purchase1 shown strongly agree, ease to purchase2, ease to purchase3, ease to purchase4 these are shown
neutral and ease to purchase5 shown strongly agree.
These 1 respondent out of 70 in cluster 2 which belongs to age group of 21-30 and they are female and their
annual income is comes under >4.5lakhs and their occupation comes under student.
Demographic and clustering of ease to purchase for cluster-335 respondend out of70 in cluster 3 the ease to puschase1 shown strongl agree,ease to purchase2, ease to
purchase3, ease to purchase 4 and ease to purchase5 shown agree.
35 respondent out of 70 in cluster 3 which belongs to age group of 21-30 and they are male and their 35
respondent out of 70 in cluster 3 the ease to purchase1, ease to purchase2, ease to purchase3 these are annual
income is comes under 1.5-2.99lakhs and their occupation comes under business person.
P a g e | 18
Cluster analysis for infrastructure:-
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
28/51
Final Cluster Centers
Cluster
1 2 3
Age 2 3 2
Gender 1 0 0
Annualincome 2 4 2
Occupation 4 2 1
Infrastructure
11 2 1
Infrastructure
22 2 2
Number of Cases in each
Cluster
Cluster 1 24.000
2 19.000
3 27.000
Valid 70.000
Missing .000
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
29/51
Demographic and clustering of infrastructure for cluster-1
24 respondent out of 70 in cluster 1 the infrastructure1 shown strongly agree and infrastructure2 shown agree.
These 24 respondent out of 70 in cluster 1 which belongs to age group of 21-30 and they are female and their
annual income is comes under 1.5-2.99lakhs and their occupation comes under professional.
Demographic and clustering of infrastructure for cluster-2
19 respondent out of 70 in cluster 2 the infrastructure1 and infrastructure2 shown agree.
These 19 respondent out of 70 in cluster 2 which belongs to age group of 31-40 and they are male and their
annual income is comes under >4.5lakhs and their occupation comes business person.
P a g e | 19
Demographic and clustering of infrastructure for cluster-3
27 respondent out of 70 in cluster 3 the infrastructure1 shown strongly agree and infrastructure2 shown agree.
These 27 respondent out of 70 in cluster 3 which belongs to age group of 21-30 and they are male and their
annual income is comes under 1.5-2.99lakhs and their occupation comes student.
Cluster analysis for risk:-
Final Cluster Centers
Cluster
1 2 3
Age 3 2 2
Gender 0 0 0
Annualincome 3 2 2
Occupation 3 4 1
Risk1 1 1 2
Risk2 3 2 2
Risk3 3 2 2
Number of Cases in each Cluster
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
30/51
Cluster 1 11.000
2 25.000
3 33.000
Valid 69.000
Missing 1.000
Demographic and clustering of risk for cluster-111 respondent out of 70 in cluster 1 the risk1 shown
strongly agree, risk2 and risk3 shown neutral.
These 11 respondent out of 70 in cluster 1 which belongs to age group of 31-40 and they are male and their
annual income is comes under 3-4.50lakhs and their occupation comes under service person.
Demographic and clustering of risk for cluster-2
25 respondent out of 70 in cluster 2 the risk1 shown strongly agree, risk2 and risk3 shown agree.
These 25 respondent out of 70 in cluster 2 which belongs to age group of 21-30 and they are male and their
annual income is comes under 1.5-2.99akhs and their occupation comes under professional.
P a g e | 20
Demographic and clustering of risk for cluster-3
25 respondent out of 70 in cluster 2 the risk1 shown strongly agree, risk2 and risk3 shown agree.
These 25 respondent out of 70 in cluster 2 which belongs to age group of 21-30 and they are male and their
annual income is comes under 1.5-2.99akhs and their occupation comes under professional
Cluster analysis for relative attractiveness:-
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
31/51
Final Cluster Centers
Cluster
1 2 3
Age 3 3 2
Gender 0 0 0
Annualincome 2 3 2Occupation 3 4 1
Relativeattractivenes
s13 1 2
Relativeattractivenes
s22 3 2
Relativeattractivenes
s32 3 2
Number of Cases in each
Cluster
Cluster 1 16.000
2 23.000
3 31.000
Valid 70.000
Missing .000
Demographic and clustering of risk for cluster-1
11 respondent out of 70 in cluster 1 the risk1 shown strongly agree, risk2 and risk3 shown neutral.
These 11 respondent out of 70 in cluster 1 which belongs to age group of 31-40 and they are male and their
annual income is comes under 3-4.50akhs and their occupation comes under service person.
P a g e | 21
Demographic and clustering of risk for cluster-2
25 respondent out of 70 in cluster 2 the risk1 shown strongly agree, risk2 and risk3 shown agree.
These 25 respondent out of 70 in cluster 2 which belongs to age group of 21-30 and they are male and their
annual income is comes under 1.5-2.99akhs and their occupation comes under professional.
Demographic and clustering of risk for cluster-3
25 respondent out of 70 in cluster 2 the risk1 shown strongly agree, risk2 and risk3 shown agree.
These 25 respondent out of 70 in cluster 2 which belongs to age group of 21-30 and they are male and their
annual income is comes under 1.5-2.99akhs and their occupation comes under professional
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
32/51
Cluster analysis for relative attractiveness:-
Final Cluster Centers
Cluster
1 2 3
Age 3 3 2
Gender 0 0 0
Annualincome 2 3 2
Occupation 3 4 1
Relativeattractivenes
s13 1 2
Relativeattractivenes
s22 3 2
Relativeattractivenes
s32 3 2
P a g e | 22
Number of Cases in each
Cluster
Cluster 1 16.000
2 23.000
3 31.000
Valid 70.000
Missing .000
Demographic and clustering of relative attractiveness for cluster-1
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
33/51
16 respondent out of 70 in cluster 1 the relative attractiveness1 shown neutral, relative attractiveness2 and
relative attractiveness3 shown agree.
These 16 respondent out of 70 in cluster 1 which belongs to age group of 31-40 and they are male and their
annual income is comes under 1.5-2.99akhs and their occupation comes under business person.
Demographic and clustering of relative attractiveness for cluster-2
23 respondent out of 70 in cluster 2 the relative attractiveness1 shown strongly agree, relative attractiveness2
and relative attractiveness3 shown neutral.
These 23 respondent out of 70 in cluster 2 which belongs to age group of 31-40 and they are male and their
annual income is comes under 3-4.5akhs and their occupation comes under professional.
Cluster analysis for intention to purchase:-
Cluster
1 2 3
Age 2 3 3
Gender 0 0 0
Annualincome 2 3 3
Occupation 1 4 4
Intentiontopurchase1 1 4 1
Intentiontopurchase2 2 2 3
P a g e | 23
Number of Cases in each
Cluster
Cluster 1 34.000
2 10.000
3 26.000
Valid 70.000Missing .000
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
34/51
Demographic and clustering of intention to purchase for cluster-1
34 respondent out of 70 in cluster 1 the intention to purchase1 shown strongly agree, intention to purchase2
shown agree.
These 34 respondent out of 70 in cluster 1 which belongs to age group of 21-30 and they are male and their
annual income is comes under 1.5-2.99akhs and their occupation comes under student.
Demographic and clustering of intention to purchase for cluster-2
10 respondent out of 70 in cluster 2 the intention to purchase1 shown disagree, intention to purchase2 shown
agree.
These 10 respondent out of 70 in cluster 2 which belongs to age group of 31-40 and they are male and their
annual income is comes under 3-4.50akhs and their occupation comes under professional.
Demographic and clustering of intention to purchase for cluster-3
26 respondent out of 70 in cluster 3 the intention to purchase1 shown strongly agree, intention to purchase2
shown neutral.
These 26 respondent out of 70 in cluster 3 which belongs to age group of 31-40 and they are male and their
annual income is comes under 3-4.50akhs and their occupation comes under professional.
P a g e | 24
Section will contain the demographic characteristics of the respondents.
A sample is shown below:
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
35/51
Measur
eItem
Number of
Respondents
Age
50 00
Annual
Income
6 Lakhs 00
Gender Male 38
Female 32
Total 70
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
36/51
P a g e | 25
Chapter 5:
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
37/51
Findings of the study
P a g e | 26
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
38/51
Findings of the study
Applying data analysis in my research it revealed that merchandise; quality of product, brand ofproduct, price of product, range of product are the most significant factors of customer satisfaction
among people visiting supermarket, malls and kirana shops.
It revealed that service; delivery of product, behavior of salesmen, return policy, experience of billing
counter and convenience; location of store, parking facility, organization of assortment in store,
arrangement of carrying good are the satisfied factor that influence the customer satisfaction of people
visiting supermarket, malls and kirana shops.
Here promotion is the dissatisfied which does not influence the customer satisfaction of people visiting
supermarket.
P a g e | 27
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
39/51
Chapter 6:
Recommendations
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
40/51
P a g e | 28
Recommendations
After research I want to suggest of supermarket, malls and kirana shops from
which they could increase our sales.
1) 26% people are dissatisfied from parking facility of supermarket, malls and
kirana shops, so efforts must be taken in development of parking facility
due to which more people will come in supermarket and kirana shops.
2) 40% people want discount on the product, I suggest, they should provide a
scheme of discount on the service and one service should be provided free
to the customers who came service for five times.
3) An important suggestion to supermarket and kirana shops is that should
concentrate on the publicity of their supermarket so that awareness level
of the people of this area should be increase.
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
41/51
P a g e | 29
Chapter 7:
Limitations
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
42/51
P a g e | 30
Limitations
During conducting period of this research I got the following limitations-
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
43/51
1) The research period was short period to carryout study with almost precautions.
2) Sometime the respondents are not available at their place.
3) Very often responded do not express their true feelings. In such case their habit, preference,
practice can not be assessed correctly.
4) Some of the respondents refuse to give the important best known to them.
5) I have taken 70 sample from Bhilai, the finding are based on those sample.
Hence I cannot be 100% sure that are representing the population of Bhilai.
However in spite of these limitations all efforts have been put to make the report
correct, genuine and fulfilling the objectives of the reports.
P a g e | 31
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
44/51
Chapter 8:
Conclusion
P a g e | 32
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
45/51
Conclusion
In conclusion, it can be said that there should be highly availability of products in
supermarket, malls and kirana shops. Most of the factors which influence the
customer to purchase that are quality, brand, advertisement of product and
discount of the product these are helpful to increase the sales of this.
Business class people, service, professionals, student as well as
people are the customer who highly requires these products as the quality of
concerned. It may be bring a bright day for these product of supermarket, malls ,
and kirana shops. If there are taken on the right way because as this age is
concert everyone needs convenient , atmosphere in everything whatever they
can be availed.
P a g e | 33
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
46/51
Chapter 9:
References
P a g e | 34
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
47/51
REFERENCES
Citation from Books:
P.Kotler, Kevin lane Keller,Abraham Koshy and Mithileshwar Jha Marketingmanagement pearson ed. , a south asian perspective ed. , Press, 13th ed.,1995, ISBN No.: 0987654.
Citation from Website:
http://en.wikipedia.org/wiki/Trust-based_marketing
http://en.wikipedia.org/wiki/Customer_satisfaction
http://www.pb.com/Management-Services/Services/Customer-
Communications-Management/index.shtml
http://www.customerloyalty.org/what-is-customer-loyalty/
http://searchcrm.techtarget.com/definition/relationship-marketing
P a g e | 35
http://searchcrm.techtarget.com/definition/relationship-marketinghttp://searchcrm.techtarget.com/definition/relationship-marketing -
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
48/51
Questionnaire
P a g e | 36
Questionnaire
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
49/51
I am a student of MBA II semester from Shri Shankaracharya Engineering College, Bhilai. As a part of my
curriculum I am conducting a study on Consumer Preference Towards Choice Of Retail Outlet With
Special Focus On Grocery Items at Bhilai & Durg region for examining Consumer satisfaction and future
purchase practices. I would be grateful to you for providing candid responses. I assure that information provided
by you would be used for research purpose and will be kept confidential.
1. Your perception towards easy to purchase a as a factor of consumer satisfaction & future purchase of
foods & grocery products from organized retail store at bhilai & durg region.
Features
Strongly
agree
1
Agree
2
Neutral
3
Disagree
4
Strongl
y
disagre
e5
1.1 Huge availability of variety of foods & groceryproduct in organized retail store.
2
1.2 Organized retail store provides better qualityproduct.
1.3 Quantity of every product is available organized retailstore.
1.4 Selection of product food & grocery are easy inorganized retail store.
1.5 Shopping is convenience in organized retail
2. Your perception towards infrastructure as a factor of consumer satisfaction & future purchase of
foods & grocery products from organized retail store at bhilai & durg region.
Features Strongly
agree 1
Agree
2
Neutral
3
Disagree
4
Strongly
disagree 5
2.1 The store location can change the purchasedecision.
2.2 The climate of organized retail store is goodthen normal kirana.
2.3 The visual merchandising of organized retailstore are good
2.4 Size of the organized retail store is sufficient to
move.
P a g e | 37
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
50/51
3. Your perception towards Risk as a factor of consumer satisfaction & future purchase of foods &
grocery products from organized retail store at bhilai & durg region.
4. Your perception towards relative attractiveness.
Features stronglyagree
1
Agree
2
Neutral
3
Disagree
4
Strongly
disagree
5
4.1 The easy of purchase can affect the relative attractiveness
of organized retail store.
4.2 The infrastructure increases the relative attractiveness of
organized retail store.
4.3 The risk can affect the relative attractiveness of organizedretail store.
5. Your perception towards intention to purchase.
Features Stronglyagree
1
Agree
2
Neutral
3
Disagree
4
Strongly
disagree
5
5.1 The relative attractiveness create impact on intention topurchase.
5.2 What is your perception about post purchase?
P a g e | 38
Features Stronglyagree
1
Agree
2
Neutral
3
Disagree
4
Strongly
disagree
5
3.1 Distance of retail store can affect the purchasedecision.
3.2 In organized retail store there is the problem ofexchange of product
3.3 In organized retail store there is the problem ofdamage on the way.
3.4 Will you again purchase foods & grocery productfrom organized retail store?
-
7/27/2019 Rrv and Mpcvv Report Format-ssec.12345
51/51
4 Personnel detail
4.1Name /
Optional
4.2 Ageo 40
4.3 Gender o Male o Female
4.4Annual Income
(Rs. Lakhs) o 4.5
4.5 Occupationo Student
o Business
Person
o Service
Persono Professional o Household
o Other
(Specify)