shravan --(odyssey retail project)3

8/3/2019 Shravan --(Odyssey Retail Project)3

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DECLARATION

I am THATIKONDA SHRAVAN bearing H.T.No. 1409-09-672-009

declares that this project titled CONSUMER PREFERENCE

TOWARDS ORGANIZED RETAIL STORES in Hyderabad is

submitted to OSMANIA UNIVERSITY for the partial fulfillment for

the award of MASTER OF BUSINESS ADMINISTRATION during

2009-2011.

I also declare that the project is not copied and is not submitted by any

other person before.

Place:

Date: (THATIKONDA SHRAVAN)


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ABSTRACT

This study CONSUMER PREFERENCE TOWARDS ORGANIZED

RETAIL STORES, will contributes to the understanding that consumers and

retailers in most cases have different perceptions in relation to store image and

shopping habits, justifying the need for consumer marketing research, which is

important in helping retailers, implement in a real marketing orientation.

The study will examines the choice of format the consumer has when he or she

decides to buy a particular product and also describes the development of

organized retail in the future, focusing on aspects with potential effect on

purchasing behavior among the consumers. The focus is on consumer

expectations.

There are variousissues that need to be addressed, like what would be future

patterns of consumption, which formats of retail would be preferred by

consumers and will the organized retails meet consumer needs more

effectively.

To understand the impact and choice of retail format by the consumers a

questionnaire will be used. The questions were formulated to capture the

overall behavior of the consumers and with the help of the survey questionnaire

the analysis was done.

Based on the data analysis and interpretation, findings, suggestions and

conclusions are drawn which help the store management to serve the customers

in a more prcised way in the future day


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ACKNOWLEDGEMENT

I take this great opportunity to express my sincere thanks to

Mr. K.Tanveer, Store Manager of ODYSSEY INDIA Ltd,

jubilee hills Hyderabad for giving me an opportunity to do this

Project.

I thankMr. Paul & Mr. Manoj Kumar Sharma, Asst.Managerfor giving valuable guidance within the organization.

I am grate full to the principal of our college Dr.N.Sreenivasulu

for permitting me to do this project.

I thankMr. Sathish faculty of our college, for his valuable

guidance for accomplishment of this project.

I also to extend my thanks to all people who helped me directly

or indirectly for carrying out my project.

(THATIKONDA SHRAVAN)


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TABLE OF CONTENT

SERIAL NO. TITLE PAGE NO.

I. CHAPTER -1

INTRODUCTION

7 -14

II. CHAPTER -2 LITERATURE REVIEW 16 -31

III. CHAPTER -3 COMPANY PROFILE 33 - 45

IV. CHAPTER -4

DATA ANALYSIS AND

INTERPRETAION 47 -70

V. CHAPTER -5 FINDINDS OF THE STUDY 72

VI. CHAPTER -6

CONCLUSION AND

LIMITATIONS 74 -75

VII. CHAPTER -7 SUGGESTIONS 77

VIII. CHAPTER -8

APPENDICES AND

BIBLIOGRAPHY 79 -85


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CHAPTER-1

INTRODUCTION


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Retailing, one of the largest sectors in the world economy, is going through a

transition phase, not only in India but the world over. For the long time, the corner

general store was the only choice available to the customer, especially in the urbanareas. This is slowly giving way to global format of retailing.

Organized retail has started to spread its roots in the Indian market since past one

decade and is gradually making mark among all sections of the society. The Indian

market has seen vast changes in political, economical and social environment, which

has a great impact on consumer preferences, behavior & consumption patterns.

The first decade of modern retail in India has been characterized by a shift from

traditional channels to new organized retail formats Thus, exposing the residents of

these cities to shopping options, they have never experienced before.

The study consumer preference towards organized retail stores, tries to explorethe way how and why the consumer preferences and buying behavior changing

towards organized retail sector from the traditional or conventional stores. So the

main aim of this project is focus and analyzes the latest trends in retail sector and also

its impact on the consumer prospect and changing life style.

A sample of 100 respondents was administered through mainly questionnaire and

personal interview of the customers who visit Odyssey retail store.

This study will examine to find and explore the recent trends and marketing strategies

in retail marketing. The choice of format the consumer has when he or she decides to

buy a particular product and also describes the development of organized retail in the


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future, focusing on aspects with potential effect on purchasing behavior among the

consumers.

To understand the impact and choice of retail format by the consumers a

questionnaire will be used. Three questions were formulated in order to capture the

overall purpose or objective of this project. With the help of survey questionnaire

analysis was done. Based on the analysis findings , conclusion, and suggestions were

drawn.

The outcome of the project will have a bi-fold beneficial effect for me and the

organization too. This project enables me to study the consumer preferences towards

organized retail formats, knowing the current live market scenario, impact of

organized retails upon unorganized and the emerging trends in retail marketing. This

study also enables me to study the different customer profiles opting for organized

retails apart from unorganized. So I can improve my skills, abilities and knowledge in

modern retail sector which I interested in.

The findings and suggestions in the project helps the organization to understand the

changing consumer preference towards organized stores, their overall shopping

experience in their store which help them to serve the customers much better in future

days.


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NEED FOR THE STUDY:

This research project Study on consumer preference towards organized retail

storesis anattempt to find out the change in consumers purchasing behavior, which

is shifting towards organized retailing like malls, shopping complexes etc from

traditional kirana stores. Retailing in India has remained in the unorganized sector and

largely untouched by corporate. The first decade of modern retail in India has been

characterized by a shift from traditional channels to new formats including

department stores, hypermarkets, supermarkets and specialty stores across a range of

categories.

Modern retail formats have mushroomed in metros and mini-

metros, in the last few years modern retail has also established its presence in the

second rung cities. Thus, exposing the residents of these cities to shopping options,

they have never experienced before. It has been forecasted that the share of modern

retail will increase from 2 per cent currently, to about 15-20 per cent over the next

decade.. The challenge for leading retailers shall therefore shift from diverting

demand to creating demand.

Hence there is a great need to study and understand the consumer preferences,

behavior, attitudes, perception of customers towards organized retails stores in present

market scenario.


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PURPOSE AND SIGNIFICANCE OF THE PROJECT:

Organized retail has started to spread its roots in the Indian market since past one

decade and is gradually making mark among all sections of the society. This project

report tries to explore the way organized retail has dramatically changed not only the

Indian traditional retailing structure by also the consumption behavior. The

consumption behavior was examined with the help of a structured questionnaire. The

results show that, for consumers, the shopping mall or variant of organized retail

format is the preferred type of retail store, due to convenience and variety.

The Indian market has seen vast changes in political, economical and social

environment, which has a great impact on consumption. With the Indian as well as

international corporate entering into the Indian retail scenario the

Market has been divided between the traditional and the organized sector. The Indian

retail scenario is presently facing the similar situations as the mom and pop stores in

the developing nations faced at the emergence big box retailers. There are various

issues that need to be addressed, like what would be future patterns of consumption,

which formats of retail would be preferred by consumers and will the rise of

organized retail affect the traditional retailers.

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:

The primary objective of the study is consumer preference towards organized

retail stores


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SECONDARY OBJECTIVE:

1) To study the consumer perception towards emerging trends in retail

marketing.

2) To know how effectively the retail markets satisfying the desires of the

customers.

3) To study the opportunities in retail marketing.

4) What external forces influence the choice of customers towards the trends in

retail marketing.

5) To know the consumers overall shopping experience with Odyssey India Ltd.

6) To suggest the effective improvements needed for Odyssey to serve their

customers more effectively.

HYPOTHESIS OF THE STUDY:

It is assumed that all the information given by the respondents are correct and

henceforth with that information analysis was done and results are interpreted

RESEARCH METHODOLOGY

Methodology is a branch of logic concerned with the application of the principal of

reasoning to scientific and philosophical inquires. The method that is to be followed

to proceed with research is called research methodology and the method adopted

depends upon the type and the nature of the study.

TYPE OF DATA

Data type collected for analysis is PRIMARY i.e. data has been observed and

recorded by the researchers for the first time to their knowledge. Data collected

through journals, newspapers, websites, books & internet is SECONDARY type.


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METHODS OF DATA COLLECTION:

Collection of primary data:

The primary data are those, which are collected afresh and for the first time, and thus

happen to be original in character. There are several methods useful in collecting

primary data. Important ones are

O bservation method

Interviewing method

Through questionnaire

Method employed to collect data is Questionnaire. This is a simple survey conducted

by filling in questionnaire from the people who visit the store.

Collection of secondary data:

The secondarydata, on the other hand, are those which have already been collected by

someone else and which have already been passed through the statistical process.

Secondary data was obtained from intensive analysis & observation. The sources of

secondary data can be given as under.

Technical trade journals

Books, magazines and news papers

Internet and past records of the organization.

Organisation website www.odyssey.in

Sampling design:

A sample design is a definite plan for obtaining a sample from a given population. It

refers to the technique or the procedure the researcher would adopt in selected items

for sample. Sample design may be well lay down the no. of items to be included in the


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sample i.e., the size of the sample. Sample design is determined before the data is

collected.

The sample selected for the study is inclusive of100 respondents; every walk-of life

has been included in the study like employees, students, businessmen and others. The

study included various age group people from 18 - 50 above, various income levels.

Thus a sample leads truly 1 representative of the population

Tools and techniques of analysis:

Percentage Method:

Percentage method is used in making comparison between two or more series data.

This method is used to describe the relationship.

% of respondents = No of respondents X 100Total respondents


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Scope of the study:

1) This project work enable us to study the consumer preferences towards organized

retail outlets

2) The scope is limited to only odyssey India limited.

3) The main focus is on odyssey retail outlet where different profiled customers will

shop.

4) The scope is restricted to consumer preference, behaviour and satisfaction towards

various range of products in store like books, stationery, music, multimedia, gifts

and home dcor.


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CHAPTER 2

LITERATURE REVIEW


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Consumer:

A consumer is an individual who purchase or has the capacity to purchase goods andservices offered for sale by marketing institutions in order to satisfy personal or

household needs.

According to statement made by Mahatma Gandhi, A consumer is the most

important visitor on our premises. He is not dependent on us. We are dependent on

him. He is not an outsider to our business. He is a part of it. We are not doing a favour

by serving him. He is doing us a favour by giving us an opportunity to do so. So

consumer is like the blood of our business and also a satisfied customer is a word of

mouth advertisement of a product / services.

Consumer Preferences:

This is used primarily to mean an option that has the greatest anticipated value among

a number of options. This is an economic definition and does not tap into wishes or

dreams (for e.g. that safe drinking water was free, that there should be world peace)

but for all practical purposes is an appropriate definition. Preference and acceptance

can in certain circumstances mean the same thing but it is useful to keep the

distinction in mind with preference tending to indicate choices among neutral or more

valued options with acceptance indicating a willingness to tolerate the status quo or

some less desirable option.

Consumer satisfaction:

Every human being is a consumer of different products. If there is no consumer, there

is no business. Therefore, consumer satisfaction is very important to every business

person.


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According to Philip Kotler, consumer satisfaction is defined as personal feeling of

pleasure resulting from comparing a products pursued performance in relation to

his/her expectations.

Consumer attitude measurements are taken on either potential buries or existingclients buries in order to identify their characteristics. Why should the competent

market engineer conduct consumer research?. Consumers surveys can provide the

researcher with a wealth of information, valuable of the marketing function.

Consumer behavior:

The term consumer behavior may be defined as the behavior that consumer

displays in searching for purchasing, using, evaluating, producing, services and ideas

which they expect will satisfy their needs. In other words, It is a study of

psychological, social, physical, behaviors of all potential customers as they become

aware of evaluation, purchase and consumption and tell other about products and

services.

The study of consumer behavior is the study of how individuals make divisions to

spend their resources like money, energy, time, etc., on consumption of products.

Market:

The term market is derived from Latin word Mercatus, which means to trade

that is purchasing and selling of goods. It also means merchandise truthic place of

business.

According to Pyle, Market includes both place and region in which buyers and

sellers or in free competition with one another.


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Marketing:

Marketing includes all the impacts involved in the exchange process of

transferring the possession and ownership of goods or services from the producer to

the ultimate consumers.

Marketing Formula:

a) The foremost step is business aims at profit.

b) For profit making he can sell the products.

c) For selling the products he should create customers.

d) For creating the customers, customers needs of preferences to be identified

and satisfied.

e) To satisfy the customers new product to be produced.

Marketing is trying to learn,

Who buy the products or services?

How do they buy ?

When do they buy ?

Where do they buy ?

Why do they buy ?

How often they buy ?

It is otherwise called understand and predict human actions in their buying role. A

marketer is act as consumers while them purchasing any goods/services and try to

market that product to an ultimate consumer. So, marketing starts with consumer and

ends with consumer.

So, todays market is called on consumer market. It can be defined on, All the

individuals and households who buy goods and services for personal consumption

RETAIL DEFINITION

The word retail is derived from the French word retailer, meaning to cut a piece

off or to break bulk. It includes all the activities directly related to the sale of goods


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and services to the ultimate consumer for personal or non-business use. In simple

terms, it implies a first-hand transaction with the customer

MEANING OF RETAIL

A retailer buys goods or products in large quantities from manufacturers or importers,

either directly or through a wholesaler, and then sells smaller quantities to the end-

user. Retailing involves a direct interface with the customer & the coordination of

business activities from end to end- right from the concept or design stage of a

product or offerings, to its delivery & post-delivery service to the customer. The

world over the retail sector has grown rapidly with increasing sophistication and

modernization of the life-style of households and individuals and with increasing

globalisation of trade; India has begun to cater up rather astonishingly rapidly. The

industry has contributed to the economic growth of many countries & is undoubtedly

one of the fastest changing & dynamic industries in the India and world today.

Five pillars of Retailing:

Heoxard Berry describes five important actions for Retailers. These actions, demand

pillars, sound simple but are often difficult to implement.1. Solve customers problems.

2. Treat customers with respect.

3. Connect with customer emotions.

4. Set the fairest (not the lowest) price.

5. Save customers time.

Retailers should always keep these pillars in mind when conducting business.


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Introduction to Indian retail Industry:

The sea of change can pull customers in many directions. It is our responsibility to

light the way and take care of them before the competition does.

RETAILING Means Re-tailing to the customers so that they comeback. Retailing

consists of all activities involved in selling goods and services to consumers for their

personal, family, or household use. It covers sales of goods ranging from automobiles

to apparel and food products, and services\ ranging from hair cutting to air travel and

computer education. Sales of goods to intermediaries who resell to retailers or sales to

manufacturers are not considered a retail activity.

The Indian retail story couldn't have been more different. India has approx 12 million

retail stores, more than rest of the world put together. But the per capita square feetarea under retail is just 2 sq.ft or 0.2 sq. meters with fragmented kirana stores being

the predominant players.

Retailing in India has remained in the unorganized sector and largely untouched by

corporate. The first decade of modern retail in India has been characterized by a shift

from traditional channels to new formats including department stores, hypermarkets,

supermarkets and specialty stores across a range of categories.

Evolution of Indian Retail Industry:

Modern retail formats have mushroomed in metros and mini-metros, in the last few

years modern retail has also established its presence in the second rung cities. Thus,

exposing the residents of these cities to shopping options, they have never

experienced before. It has been forecasted that the share of modern retail will increase

from 2 per cent currently, to about 15-20 per cent over the next decade. To begin

with, retailers today will have to support the large retail infrastructure in terms of

Malls and Superstores that are being created. The challenge for leading retailers shall

therefore shift from diverting demand to creating demand.


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With all the modern stores offering convenience in terms of an assortment of

products, ambience, service and innovative products, the paradigm shall shift from

competing with the kirana stores to an in-house demand creation.

Relevant experiences from consumer goods companies, which have successfully

crafted an explosion in demand in their sectors, through innovation, consumer driven

strategies, will be head runner. Times are changing. With the GDP at an all time high

and income levels shooting through the roof, the average Indian consumer has never

had it so good. The propensity to consume has reached peaks that had never been

scaled before.

Credit cards are flashed with disdain and shopping baskets are getting bigger

all the time. Here are some factors that indicate the potential of retail in

India:

y

At 271 million, one of the largest consuming base in the world, forming 27%

of the total population.

y A high spending community below 45 years comprises 81 percent of the

population.

y A young population with 54% population below 25 years

y Increased literacy from 44% in 1965 to 70% in 2003

y Increase in working women from 1.3 million in 1961 to 4.8 million in 1998.

The first decade of modern retail in India has been characterized by a shift from

traditional kirana shops to new formats including department stores, hypermarkets,

supermarkets and specialty stores across a range of categories. Modern retail formats

have mushroomed in metros and mini metros.

In the last few years, modern retail has also established its presence in the second rung

cities, exposing residents to shopping options like never before.

However, even as modern retailers garner share from traditional channels, there is a

larger role they would be required to play in boosting consumption levels. Figures

suggest that the total turnover of the sector is around Rs 10 lakh crores, of which 4

percent is contributed by the organized sector. The retail sector in India is highly

fragmented with organized retail contributing to only 2% of total retail sales. The

retail sector in developed countries was also highly fragmented at the beginning of the


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last century but emergence of large chains like Wall Mart, Sears, and McDonalds led

to rapid growth of organized retail and growing consolidation of the retail industry in

the developed countries.

Organized retail is growing rapidly and we see the emergence of large organized retail

chains like Shoppers Stop, Lifestyle, and Westside. We also find retail malls

mushrooming all over the country. The opportunities in retail industry in India will

increase since Indian retailing is on the threshold of a major change.

India retail industry is the largest industry in India, with an employment of around 8%

and contributing to over 10% of the country's GDP. Retail industry in India is

expected to rise 25% yearly being driven by strong income growth, changing

lifestyles, and favorable demographic patterns. It is expected that by 2016 modern

retail industry in India will be worth US$ 175- 200 billion. India retail industry is one

of the fastest growing industries

With revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate

of 5% yearly. A further increase of 7-8% is expected in the industry of retail in India

by growth in consumerism in urban areas, rising incomes, and a steep rise in rural

consumption. It has further been predicted that the retailing industry in India will

amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5 billion.

Share of Organized Retail in Selected Countries, 2006


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Shopping in India have witnessed a revolution with the change in the consumer

buying behavior and the whole format of shopping also altering. Industry of retail in

India which have become modern can be seen from the fact that there are multi-

stored malls, huge shopping centers, and sprawling complexes which offer food,

shopping, and entertainment all under the same roof. India retail industry is expanding

itself most aggressively; as a result a great demand for real estate is being created .

Traditional Convenience Stores:

Traditional convenience stores are too well established in India than to be wiped out

and besides there is uniqueness in the traditional items that represent the sub-

continent. The retail stores in India are essentially dominated by the unorganized

sector or traditional stores. In fact the traditional stores have taken up 98 percent of

the Indian retail market. Now stores run by families are primarily food based and the

set up is as Kirana or the 'corner grocer' stores. Basically they provide high service

with low prices. If the stores are not food based then the type of retail items available

are local in nature.

The traditional family run convenience stores can take pride in the fact that the Kirana

is the most common outlet forms for the consumers. The tough competition for

convenience stores are coming from organized retail stores dealing in food items, like:

Apna Bazaar

Canteen stores

Food World

Subhiksha

Food Bazaar

Convenience Stores are open for long hours and is one of the formats of the Indian

retail stores that cater to basic needs of the consumer. A good example of such would

be Convenio. These stores are found in both residential as well as commercial


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markets. The food products of traditional family run convenience stores are comprised

of branded as well as non-branded items. The benefits of family run convenience

stores are that they give importance to:

Personal touch

Facilities of credit

Quick home delivery

Non-food based stock comprises of multiple and varieties of local brands.

The future of such stores as they face competition from organized sector, would

depend on the following particulars:

Place and capacity

Diligent area coverage

Disciplined work schedule

Managing turnover

Revenue from assets

Customer service and satisfaction

The traditional family run convenience stores serves the purpose of the housewives

who definitely wants to avoid traveling long distances to purchase daily needs. The

convenience factor in terms of items, among people in general can be highlighted as

below:

Groceries

Fruits

Drug Store

Necessary stationery

As such traditional family run convenience stores are here to stay and cannot

be oversized by the organized retail sector besides, it represents the variety

of India.


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Indian organized retail market:

Indian organized retail market is growing at a fast pace due to the boom in the India

retail industry. In 2005, the retail industry in India amounted to Rs 10,000 billion

accounting for about 10% to the country's GDP. The organized retail market in India

out of this total market accounted for Rs 350 billion which is about 3.5% of the total

revenues.

Retail market in the Indian organized sector is expected to cross Rs 1000 billion by

2010. Traditionally the retail industry in India was largely unorganized, comprising of

drug stores, medium, and small grocery stores. Most of the organized retailing in

India have started recently and is concentrating mainly in metropolitan cities. The

growth in the Indian organized retail market is mainly due to the change in theconsumers behavior. This change has come in the consumer due to increased income,

changing lifestyles, and patterns of demography which are favorable. Now the

consumer wants to shop at a place where he can get food, entertainment, and shopping

all under one roof. This has given Indian organized retail market a major boost.

Retail market in the organized sector in India is growing can be seen from the fact that

1500 supermarkets, 325 departmental stores, and 300 new malls are being built. Many

Indian companies are entering the Indian retail market which is giving Indian

organized retail market a boost. One such company is the A number of global retailgiants such as Wal-Mart, Carrefour, and Metro AG are also planning to set up shop in

India. Indian organized retail market will definitely grow as a result of all this

investments.

Classifying Indian retail Formats:

(A)Modern Format retailers:

Supermarkets (Food world)

Hypermarkets (Big Bazaar)

Department Stores (Shoppers Stop)

Specialty Chains (Ikeas)

Company Owned Company Operated (BP)


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(B)Traditional Format Retailers:

Kiranas: Traditional Mom and Pop Stores

Kiosks

Street Markets

Exclusive /Multiple Brand Outlets

(C)Large Indian retailers:

I. Hypermarket:

1) Big Bazaar

2) Giants

3) Star

II. Leisure and personal goods store:

1) Odyssey

2) Land mark

3) Walden

III. Department store:

1) Lifestyle

2) Pantaloons

3) Piramyd

IV. Entertainment:

1) Fame Ad labs2) Fun Republic

3) PVR


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Classification of Indian retail sector:

The Indian retail sector has been classified into sectors according to nature and types

of products.

A) food retailers:

There are large number and variety of retailers in the food-retailing sector. Traditional

types of retailers, who operate small single-outlet businesses mainlyusing family labour, dominate this sector In comparison, super markets account for a

small proportion of food sales in India, However the growth rate of super market sales

has being significant in recent years because greater numbers of higher income

Indians prefer to shop at super markets due to higher standards of hygiene and

attractive ambience.


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B) HEALTH & BEAUTY PRODUCTS:

With growth in income levels, Indians have started spending more on health and

beauty products .Here also small, single-outlet retailers dominate the market

.However in recent years, a few retail chains specializing in these products have come

into the market. Although these retail chains account for only a small share of the total

market their business is expected to grow significantly in the future due to the

growing quality consciousness of buyers for these products.

C) CLOTHING & FOOTWEAR:

Numerous clothing and footwear shops in shopping centers and markets operate all

over India. Traditional outlets stock a limited range of cheap and popular items; in

contrast, modern clothing and footwear stores have modern products and attractive

displays to lure customers. However, with rapid urbanization, and changing patterns

of consumer tastes and preferences, it is unlikely that the traditional outlets will

survive the test of time.

D) HOME FURNITURE & HOUSEHOLD GOODS:

Small retailers again dominate this sector. Despite the large size of this market, very

few large and modern retailers have established specialized stores for these products.

However there is considerable potential for the entry or expansion of specialized retail

chains in the country.

E) DURABLE GOODS:

The Indian durable goods sector has seen the entry of a large number of foreign

companies during the post liberalization period. A greater variety of consumer

electronic items and household appliances became available to the Indian customer.


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Intense competition among companies to sell their brands provided a strong impetus

to the growth for retailers doing business in this sector.

F) LEISURE & PERSONAL GOODS:

Increasing household incomes due to better economic opportunities have encouraged

consumer expenditure on leisure and personal goods in the country. There are

specialized retailers for each category of products (books, music products, etc.) in this

sector. Another prominent feature of this sector is popularity of franchising

agreements between established manufacturers and retailers.

Today trend is the development of integrated retail cum Entertainment centers or

shopping malls. An increasing number of retailers are focusing on malls now as

opposed to stand-alone developments. While the number of shopping malls has seen a

massive surge in the recent past in the metros and their suburbs, the latest trend in this

sector is the increasing focus on providing leisure activities such as multiplexes,

facilities for kids' entertainment, eateries etc. within the mall premises.

Consumer behavior and retailing decisions

Consumer behavior refers to the mental and emotional process and the observable

behavior of consumers during searching, purchasing and post consumption of a

product or service. Consumer behavior involves study of how people buy, what they

buy, when they buy and why they buy. It blends the elements from psychology,

sociology, socio-psychology, anthropology and economics. It also tries to assess the

influence on the consumer from groups such as family, friends, reference groups and

society in general.

Buyer behavior has two aspects: the final purchase activity visible to any observer and

the detailed or short decision process that may involve the interplay of a number of

complex variables not visible to anyone.

Factors Affecting Consumer Buying Behavior

Consumer buying behavior is influenced by the major three factors:

a) Social Factors

b) Psychological Factors

c) Personal Factors.


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a) Social Factors

Social factors refer to forces that other people exert and which affect consumers

purchase behavior. These social factors can include culture and subculture, roles and

family, social class and reference groups.

b) Psychological Factors

These are internal to an individual and generate forces within that influence

her/his purchase behavior. The major forces include motives, perception,

learning, attitude and personality.

c) Personal Factors

These include those aspects that are unique to a person and influence purchase

behavior. These factors include demographic factors, lifestyle, and situational factors.


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Consumer decision-making process generally involves five stages:


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CHAPTER 3

COMPANY PROFILE


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Historical background of Odyssey:

In the summer of 1995, Odyssey opened its flagship store in the southern suburbs of

Chennai in Adyar. The idea was to make people lose themselves doing the good

things in life, in a world that would make the experience as rich as their varied

interests and forget the time.

Odyssey is a 100% subsidiary ofDeccan Chronicle Holdingslimited, a part of

Deccan chronicle group. They are the publishers of broadsheet dailies, Deccan

Chronicle & Financial Chronicle.

Today Odyssey operates through 58 stores [ 50 odyssey stores, 2 Eyewear stores, 5

Editions, 1 Toyopia] in 13 cities with about 2.60 lakhs Sq. ft of retail space under its

operations. Recognized predominantly as a book store, odyssey has genres ranging

from popular fiction, non-fiction, computing, self-help, health, management, food

&drink, travel, art& architecture, childrens books and so on, giving its customers

relatively wide range to choose from.

Apart from books, the store has a wide range of music, movies, multimedia,

stationary, toys and gifts. Odyssey maintains a good mix of products to suit customers

requirements and endeavors to keep abreast with the market dynamics and latest

brands. It is then less surprising to note that the chain receives over 4 ins every year.

Odyssey forayed into the optical eyewear category with the launch ofThe Eyewear

Store, a hi-fashion destination for international designer sunglasses & prescription

frames.

Editions is our latest offering to customers having a flair for premium and luxury

writing instruments.

Odyssey's latest venture Toyopia, is an exclusive independent toy store. It is a

concept store themed after a sound concept of play. Toyopia will be a destination for

children to get their most loved toy and some exclusive ones that may not be available

elsewhere in India.


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. Vision

The company's vision is to create a world-class multinational retail chain which is global in

thought and local in action. To achieve this goal, the chain is rapidly expanding its retail

operations, and selectively pursues opportunities to leverage the brand's strength through the

introduction of new products and new distribution channels.

To create a world-class multinational retail chain which is global in thought and local in action

Mission:

Odyssey will nurture and build strong relationships with our customers, employees and

associates

Odyssey will also embrace change, seek and pursue new ideas with the end aim of being the

best in the business.


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Brand odyssey:

Odyssey aims to fulfill the aspirational needs of consumers young or old, men or

women

Positioned as a neighborhood leisure store, Odyssey offers consumers a relaxed and

soothing ambience for unhurried shopping

The core DNA of the brand is Leisure

Offering consumers lifestyle products that include books, music, cards, stationery, gifts,

toys, multimedia etc

Target Audience

Literate living in affluent catchments and possess significant disposable income Have refined

tastes & preferences due to their upbringing & continuous exposure through travel & media.

Large Format Stores

1) Large format stores are those set up across major metros & Tier II cities in India with

minimum built up area of 6,000 sq.ft

2) Odyssey currently operates 16 stores under this format

Spread across

Tamilnadu Chennai, Coimbatore, Salem & Trichy

Andhra Pradesh Hyderabad, Secunderabad & Vizag

Karnataka Bangalore

Kerala Kozhikode

Maharashtra Mumbai & Pune

NCR Noida & Ghaziabad

Delhi Domestic Airport T1D & Metro Stations

Rajasthan- Jaipur -- SIS in WALMART.


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EXPRESS FORMAT STORES:

Express format stores are those set up across major metros & Tier II cities in India with built up

area ranging from 100sq.ft. to 6,000sq.ft.

Odyssey currently operates 34 stores across various sub-formats under this format

These stores are located in high streets, Residential / Commercial catchments including

IT Parks, Airports, Railway Stations, Petrol Pumps in Metros and Tier II cities

Offering new arrivals, best sellers & memorabilia for immediate needs & demands

Customers can place their requirements at these stores for specific merchandise, which

are serviced from the large format stores

TYPE OF EXPRESS FORMAT STORES:

a) Petrol pump HPCL Stores (Tie-up with Hindustan Petroleum Corporation limited-

One of the largest in the segment)

b) I T Park Stores

c) Hotel Stores

d) Railway Station Stores ( Arrangement with Delhi Metro Rail to set up & run 25 stores)

e) Airport stores ( located in Banglore International Airport & Rajiv Gandhi International

Airports)

f)

Vending Machines-For select titles in books & music

- Located in high traffic areas-Credit card payment


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FOOT PRINT YEAR ON YEAR GROWTH OF ODYSSEY


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CUSTOMER SATISFACTION INITIATIVES:

Book launches Ruskin Bond, Robin Sharma

Pre-booking offers for Harry Potter series

Celebrity events Kamal Haasan, Usha Uthup, Nandita Das, Nandan Nilekani and many

more

Childrens events and activities Festival offerings Quiz events

Meet n Greet Lord Meganand Desai, Gautam Bimani, Chetan Bhagat

Shop n Win Part of the Xmas Xtravaganza; 25 days of shopping bonanza for customers

CORPORATE SOCIAL RESPONSIBILITY:

Odyssey supports and actively participates in various CSR initiatives across India.

Odyssey with Sadya 2010 has raised Rs. 30 lakhs towards projects in Vidya Sagar. One

such project was the concept of self learning using data of group dynamics that emerged

during the course of participation in various events experimented.

Odyssey won the 1st Runner up Trophy & Most Spirited Team Trophy in Sadya

2010.


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ODYSSEY - The Most Admired Retailer of the Year 2009

Odyssey has received an award for the most admired retailer of the year 2009 at the

India Retail Forum, presented by Mr. Christopher Lankbury, Chapman Taylor.

ODYSSEY is the Sponsor for DECCAN CHARGERS in the

IPL2009.


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NEW TRENDS AT ODYSSEY:

1)EYEWEAR STORE AND EYEWEAR XPRESS:

y Eyewear as a category has been growing exponentially in India for the past

few years

y Highly unorganized set up with few chains offering all the four under one roof

a) Designer Sunglasses

b) Prescription Frames

c) Contact Lenses

d) Eye Testing

y Consumers have become fashion conscious and are moving up the value

chain, thanks to their exposure through travel and media

y Odyssey caters to aspirational needs of the consumers, beyond the basic

necessities

y Eyewear as a category has also become highly aspirational

y It is also an extension of lifestyle segment for Odyssey; hence a perfect

business fit.

Target Group

y Targeted at fashion conscious consumer who have exposure to international

brands

y Inflation shielded consumers who have Extrahigh disposable income. In the

Sec A1, A2, 25+ yrs

Positioning

y

Premium store with focus on branded products which are driven by the

cultness of the brand and oomph value it carries

y High fashion destination for international designer sunglasses, prescription

frames

y Located in posh / affluent catchments

y The offering suits the needs of every conceivable taste and budget


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2) Editions ( Pens of the World):

Editions is Odyssey latest offering to customers having a flair for premium

and luxury writing instruments.

Editions - Mall Stores

Expanding into markets that include Hyderabad, Mumbai, Delhi & Bangalore Inorbit

Mall, Hyderabad Palladium Mall, Mumbai Khan Market, Delhi Mantri Mall,

Bangalore


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Some Premium brands of pens at Editions :


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3) TOYOPIA ( Ready to play )

TOYOPIA is the latest venture ofOdyssey India Limited

Indian Toy Market is set to grow at 20% P.A for next 5 years

Odyssey is set to establish independent toy stores under the brand TOYOPIA.

The first store will open in Bangalore the fastest growing city for toys.

TOYOPIA will have exclusive toys that may not be available elsewhere in

India like soft toys, play tents, wind up toys, science kits, scale model cars and

many more.

The customers are sure to enjoy the shopping experience at TOYOPIA


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KEY MANAGEMENT PERSONNEL OF ODYSSEY:

Ashwin T.S ---- Managing director

Ashwin Halwalkar ---- VP Operations

Harsh R. Granddhe ---Business Head (Odyssey 360)

R. Madhusudan Reddy ---- AVP Sourcing

Sunil Inasu, ---AVP, Store planning & Projects

David Daniel Selvraj--- AVP Sourcing

Anand Menon----AVP Sourcing

Vaideshwaram AVP Sourcing

Arun Raj --- AVP sourcing

Vignesh ------ Head IT

Parthasarathy --- Business Head (Eyewear Store)

Surash --- Head Marketing

Trevour Louis --- Head -SCM


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CHAPTER 4

DATA ANALYSIS

AND

INTERPRETATION


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Data analysis:

Analysis refers to the computation of certain measures along with searching for

patterns of relationships that exist among data groups. Analysis of data in a general

way involves a no of closely related operations, the research question.

Interpretation:

Interpretation refers to the task of drawing inferences from the collected facts after

analytical or experimental study. In fact a research for broader meaning of research

findings. The task of interpretation has two aspects viz.,

The efforts to establish continuity in research through linking the results of a

given study with those of another

The establishment of some explanatory concepts.

In one sense, Interpretation is concerned with relationship with in collected data,

partially overlapping analysis. Interpretation also extends beyond the data of the study

to include the results of other research theory and hypothesis. Thus Interpretation is

the device through which the factors that seem to explain what has been observed by

researcher in the course of study can be better understood and it also provides a

theoretical conception, which can serve as a guide for further researchers.


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1) How do you come to know about this store?

PARTICULARS RESPONDENTS %

Friends 58 58

Colleagues 32 32

Advertisement 10 10

Total 100 100

INTERPRETATION:

The above table shows the sources of awareness about the store. It is observed that

most of the respondents i.e.,58% know about the store through their friends while

only 10% through the advertisement.

58

32

10

0

10

20

30

40

50

60

70

Friends Colleagues Advertisement

Respondents


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2) The type of visit to this store?


A Planned one 67 67

An Unplanned one 33 33

Total 100 100

INTERPRETATION:

The above table shows the type of visit of customers to the store. It is observed thatmost of the respondents i.e., 67% visit is a planned one while only 33% is an

unplanned one.

67

33

0

10

20

30

40

50

60

70

80

Plannedone Unplannedone

Respondent


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3) Which type of place do you frequently visit for your shopping?


Single brand store 4 10

Multi brand store 76 76

Factory outlets 20 14

Total 100 100

INTERPRETATION:

The above table shows the type of place the customers visit frequently for shopping.

It is observed that most of the customers i.e 76% visit Multi brand store while only

4% visit single brand store.

4

76

20

0

10

20

30

40

50

60

70

80

Single brandstore Multi brandstore factoryoutlets

Respondents


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4) How frequently you visit the store (where ever you go for shopping)


< 1 Month 65 65

1-3 Months 28 28

3-6 months 7 7

1 year 0 0

INTERPRETATION:

The above table shows the frequency of customers visiting the retail stores. It is

observed that most of the respondents i.e., 65% visit once in less than a month while

only 7% visit once in a year.

65

28

7

0

0

10

20

30

40

50

60

70

< 1Month 1-3Months 3-6 Months 1 Year

Respondents


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5) What more fascinates you at shopping in Malls/ Supermarkets?

Particulars Respondents %

Membership card 28 28

Discount mailers 20 20

Parking facility 30 30

Lucky draw offer 22 22

INTERPRETATION:The above table shows what make customers get impressed

at organized retail stores. It is observed that most of the respondents i.e.,30% get

impressed by parking facility while 20% by discount mailers.

28

20

30

22

0

5

10

15

20

25

30

35

Membership

card

Discount mailers Parking facility Luckydraw offer

Respondents


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6) What are the prime factors for shopping in organized retail stores ?


Variety in products 20 20

Serviceability 16 16

Discounts 7 7

Mode of payment 5 5

All the above 52 52

total 100 100

INTERPRETATION:

The above table shows the prime factors for shopping in the store. It is observed that

most of the respondents i.e., 52% choose all the above factors in visiting the store

while only 5% choose the mode of payment.

20

16

75

52

0

10

20

30

40

50

60

Varietyin

products

Serviceability Discounts Modeof

payement

All the above

Respondents


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7) What influences your buying selections in organized retail stores?


Availability of range 31 31

Reasonable price 7 7

Brand name 13 13

All the above 49 49

Total 100 100

.

INTERPRETATION:

The above table shows the factors which influence the buying selections of customers

in the store. It is observed that most of the customers i.e., 49% choose all the above

factors in visiting the store while only 7 % choose reasonable price

31

7

13

49

0

10

20

30

40

50

60

Availabilityof

range

Reasonable price Brand name All the above

Respondents


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8) When do you prefer to shop mostly in store ?


During sale 18 18

During fresh season stock 54 54

During discount 24 24

When required 4 4

total 100 100

INTERPRETATION:

The above table shows the preference of the customers to shop mostly in the store. It

is observed that most of the respondents i.e., 54% prefer to shop during fresh season

while only 4% prefer to shop when required.

18

54

24

4

0

10

20

30

40

50

60

During sale During fresh

season stock

During discount when required

Respondents


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9) What do you look for in a product during your purchase


Price 60 60

Brand Name 12 12

Customer service 16 16

Variety available 12 12

INTERPRETATION:

The above shows what customers look for in a product during their purchase . it is

observed that most of the customers i.e., 60% look for price of product while only

12% look for brand name / availability of variety products.

60

1216

12

0

10

20

30

40

50

60

70

Price Brand Name Customerservice Variety available

Respondents


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10)How much did you save monthly by shopping in malls/supermarkets?

PARTICULARS RESPONDENTS %< 5 % 33 33

5-10 % 51 51

10-20 % 13 13

> 20 % 3 3

total 100 100

INTERPRETATION:

The above table shows the percentage of amount the customers save monthly by

shopping in organized retail stores like malls/supermarkets etc.. It is observed that

most of the respondents i.e., 51% save 5-10% monthly while only 3% save >20%

33

51

13

3

0

10

20

30

40

50

60

20 %

Respondents


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11) Does the good atmosphere in the store pickup the sales?


Yes 92 92

No 1 1

No Idea 7 7

Total 100 100

INTERPRETATION:

The above table shows the customers opinion about the influence of good atmosphere

on sales in the store. It is observed that most of the respondents i.e., 93% say YES

while only 7% have NO IDEA.

92

17

0

10

20

30

40

50

60

70

80

90

100

Yes No Noidea

Respondents


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12) Distance doesnt affect the preference of organized retail stores.

PARTICULARS RESPONDENT %

Strongly agree 26 26

Agree 50 50

No Idea 6 6

Disagree 10 10

Strongly disagree 8 8

Total 100 100

.

INTERPRETATION:

The above table shows the customers opinion about the affect of distance in the

preference of organized retail stores. It is observed that most of the respondents i.e.,

50% AGREE that distance doesnt affect the preference of organized retail stores

while only 8% respondents STRONGLY DISAGREE

26

50

6

108

0

10

20

30

40

50

60

Strongly agree Agree No Idea Disagree Strongly

disagree

Respondent


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13)Prices dont affect the preference of organized retail stores.



Agree 21 21

No Idea 7 7

Disagree 40 40


Total 100 100

INTERPRETATION:

The above table shows the customers opinion about the affect of price on the


40% DISAGREE that price doesnt affect the preference of organized retail stores

while only 7% respondents have NO IDEA.

10

21

7

40

22

0

5

10

15

20

25

30

35

40

45

Strongly agree Agree No Idea Disagree Stronglydisagree

Respondent


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14) Crowd affects the preference of organized retail stores.


Strongly agree 30 30Agree 37 37

No Idea 7 7

Disagree 17 17


Total 100 100

INTERPRETATION:

The above table shows the customers opinion about the affect of crowd on the


37% AGREE that crowd affect the preference of organized retail stores while only

7% respondents have NO IDEA.

30

37

7

17

9

0

5

10

15

20

25

30

35

40


disagree

Respondent


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15) Monthly family income affects the preference of organized retail stores.



Agree 40 40

No Idea 6 6

Disagree 17 17


Total 100 100

INTERPRETATION:

The above table shows the customers opinion about the affect of monthly family

income on the preference of organized retail stores. It is observed that most of the

respondents i.e., 40% AGREE that monthly family income affect the preference of

organized retail stores while only 6% respondents have NO IDEA.

30

40

6

17

7

0

5

10

15

20

25

30

35

40

45


disagree

Respondent


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16) Customer value (or) customer satisfaction is the prime motto of organized

retail stores.



Agree 34 34

No Idea 2 2

Disagree 7 7


Total 100 100

.

INTERPRETATION:

The above table shows when customers are asked does Customer value (or) customer

satisfaction is the prime motto of organized stores, it is observed that most of the

respondents i.e., 54% STRONGLY AGREE with the statement while only 2% have

no idea about the statement

54

34

2

7

3

0

10

20

30

40

50

60


disagree

Respondent


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17) The emerging of retail stores will create employment opportunities.



Agree 32 32

No Idea 3 3

Disagree 7 7


Total 100 100

INTERPRETATION:

The above table shows when customers are asked about does the emerging of retailstores will create employment opportunities, it is observed that most of the

respondents i.e.,54% STRONGLY AGREE with the statement while only 3% have

NO IDEA about the statement.

54

32

3

74

0

10

20

30

40

50

60


disagree

Respondents


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18) The emerging trends in retail sector meet the customer needs in a more

precise

way.



Agree 30 30

No Idea 5 5

Disagree 7 7


Total 100 100

INTERPRETATION:

The above table shows when customers are asked about does the emerging trends in

retail sector meets the customer needs in a more precise way, it is observed that most

of the respondents i.e., 56% STRONGLY AGREE with the statement while only 2%

STRONGLY DISAGREE with the statement

56

30

57

2

0

10

20

30

40

50

60

Strongly

agree

Agree No Idea Disagree Strongly

disagree

Respondents


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19) The latest trends in retail sector had a great influence on the customer

Lifestyles.



Agree 48 48

No Idea 9 9

Disagree 7 7


Total 100 100

INTERPRETATION:

The above table shows the customers opinion about the influence of latest trends in

retail sector on customers life styles. It is observed that most of the respondents i.e.,

48% AGREE with the statement while only 4% STRONGLY DISAGREE with the

statement.

32

48

97

4

0

10

20

30

40

50

60


disagree

Respondents


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20) Please rate the importance of the following factors in choosing to visit this

store [ from min1 to max 5 ].

Particulars Respondents Rating Scale Total

1 2 3 4 5All the things under one roof 4 7 16 33 40 100

More variety in products 3 10 13 30 44 100

Near to home 30 25 21 13 11 100

Only option available in locality 33 28 16 13 10 100

INTERPRETATION:

The above table shows the rating(1-5) for the above factors given by the customers in

the store.

1st

Option: - It is observed that most of the respondents i.e., 40 % rated as 5 while

only 4% rated as 1.

2nd

Option: - It is observed that most of the respondents i.e., 44% rated as 5 while

only 3% rated as 1.

3rd Option: - It is observed that most of the respondents i.e., 30% rated as 1 while

only 11% rated as 5.

4th Option: - It is observed that most of the respondents i.e., 33% rated as 1 while

only 10% rated as 5.

0

10

20

30

40

50

1 2 3 4 5

All the thingsunderoneroof

More varietyin products

Near tohome

Onlyoption availablein locality


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21)Please rate the importance of the following factors in choosing to visit this

store [ from min1 to max 5 ].


1 2 3 4 5Good ambience 4 7 13 33 43 100

Air conditioned 6 10 25 37 22 100

Crowd 20 31 40 7 2 100

Customer service 5 11 17 41 26 100

INTERPRETATION:

The above table shows the rating(1-5) for the above factors given by the customers in

the store.

1st Option: - It is observed that most of the respondents i.e., 43 % rated as 5 while

only 4% rated as 1.

2nd


only 6% rated as 1.

3rd


only 2% rated as 5.

4th


only 5% rated as 1.

0

5

10

15

20

25

30

35

40

45

50

1 2 3 4 5

Good ambience

Air conditioned

Crowd

Customerservice


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store [ from min1 to max 5 ]


1 2 3 4 5

Low prices/ discounts 9 14 29 40 8 100

Home delivery 8 14 21 45 12 100

Parking facility 7 13 20 47 13 100

Good customerassistance 6 12 19 25 38 100

INTERPRETATION:The above table shows the rating(1-5) for the above factors

given by the customers in the store.


only 8% rated as 5.

2nd


only 8% rated as 1.

3rd Option: - It is observed that most of the respondents i.e., 47% rated as 4 while

only 7% rated as 1.

4th


only 6% rated as 1.

0

5

10

15

20

25

3035

40

45

50

1 2 3 4 5

Low prices/discounts

Homedelivery

Parrking facility

Customer assistance


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store [ from min1 to max 5 ]

Particulars Respondents rating scale Total

1 2 3 4 5

Brand name 5 12 25 38 20 100

Easy to shop 6 13 20 25 36 100

Environment 5 10 21 23 41 100Availability of different

brands 7 13 20 35 25 100

INTERPRETATION:The above table shows the rating (1-5) for the above factors

given by the customers in the store.


only 5% rated as 1.

2nd


only 6% rated as 1.

3rd


only 5% rated as 1.

4th


only 7% rated as 1.

0

5

10

15

20

25

30

35

40

45

1 2 3 4 5

Brand name

Easy toshop

Environment

Availabilityofdifferent

brands


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CHAPTER 5

FINDINGS


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The following are the findings of the study:

Customers preferences for grocery shopping are gradually shifting from

local kirana stores to organized convenience stores.

Age is one of the most important factors responsible for the changing

preference of the customers. .

Payment through credit cards is increasing purchases from convenience

store.

Brand Choice of customers is changing and this is also influencing shift

from kirana to convenience store. .

Maximum no of customers belongs to young age group.

Maximum no of customers are male in malls due to family

responsibility. It means maximum no of customers having nuclear

family.

Maximum no of customers are educated and aware about retail store.

Maximum no of customers are belonging to upper middle class

purchasing.

Maximum no of customers are time conscious and desire for many

brand under one roof. Maximum no of customers did not compromise quality with discount

and offers.


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CHAPTER 6

LIMITATIONS

AND

CONCLUSION


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LIMITATIONS OF THE STUDY:

Every report has its pros and cons so mine also have some limitations.

They can be pointed as:

Sample size restricted to 100 only which was very less according total

population.

The responses given by respondents were not always accurate because

the respondents gave the response according to their understanding.

Survey is a time consuming process but the time to collect the data for

research was very less.

Sometimes the respondents are not willing to fill the questionnaire and

hence the resultant may not be correct.

CONCLUSION:

The past 4-5 years have seen increasing activity in retailing. And, various

business houses have already planned for few investments in the coming 2-3

years. And though the retailers will have to face increasingly demanding

customers, and intensely competitive rivals, more investments will keep flow

in. And the share of organized sector will grow rapidly. retailing in India is

surely poised for a takeoff and will provide many opportunities both to existing

players as well as new entrants.. The country is witnessing a period of boom in

retail trade, mainly on account of a gradual increase in the disposable incomes

of the middle and upper-middle class households. More and more corporate

houses including large real estate companies are coming into the retail

business, directly or indirectly, in the form of mall and shopping center builders

and managers.


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Lastly I want to conclude my project in some points -

y The customers are attracting towards shopping malls & retail outlets.

y The shopping malls & retail outlets are targeting to middle class

customers because the purchasing power of this class is rapidly growing

as well as the class is also growing.

y The young generation is fashion & show-off conscious so retail outlets

are mainly focused on them.

y Most of the family wants to purchase from big showrooms and malls

because there are no bargaining system so they have a trust that there is

no cheating.

y The main strength of most of the retail outlets are providing attractive

offers to attract customers.

y Big retail stores are running customer loyalty programmes which has

increased profits and no. of customers.


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CHAPTER -7

SUGGESTIONS


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After the detailed research of the study, the following are some of the

suggestions are drawn for the company.

Adopt advertising strategies to promote and position the brand.

It can improve the toys and cards collection.

Maintain a separate customer care wing to know the customer feedback

or queries and respond accordingly.

Add value to loyal customers by:

a) Starting club membership

b) Issuing loyalty cards

c) Providing holiday packages

It can maintain some eat stations to attract more customers.

Provide gaming zone for kids and youngsters.

It will be more convenient to customers if it maintain spacious parking

facility.

Promoting e-commerce.

Improve home delivery services.

Placing silhouette at cash counters or in between rows.


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CHAPTER 8

Appendices

And

Bibliography


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A QUESTIONNAIRE ON DETAILED SURVEY OF

CONSUMER PREFERENCE TOWARDS ORGANISED RETAIL

STORES AT ODYSSEY INDIA LTD.

Name: ........................................................................................

Gender: Male Female

Marital status: Single Married

Qualification: Under Graduate Graduate Postgraduate

Occupation: Student Govt. Employee Pvt.Employee

Business Any other(plz specify)..............

Age(yrs) : 50

Ph.no/e-mail ID..................................................................

1) How do you come to know about this store? ( )

a)

Friends b) Colleagues c) Advertisement

2) The type of visit to this store? ( )

a) A Planned one b) An Unplanned one


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3) Which type of place do you frequently visit for your shopping? ( )

a) Single Brand Store b) Multi Brand Store

b) Factory outlet

4)

How frequently you visit the store ( where ever you go for shopping)? ( )

a) < 1 Month b) 1-3 Months c) 3-6 Months d) 1 Year

5) What more fascinates you at shopping in Malls/ Super Markets? ( )

a) Membership card b) Discount Mailers c) Parking Facility

d) Lucky Draw Offer

6) What are the prime factors for shopping in Organized Retail Stores ? ( )

a) Variety in products b) Serviceability c) Discounts

d) Mode of payment e) All the above.

7) What influences your buying selections in Organized Retail Stores ? ( )

a) Availability of range b) Reasonable price c)Brand name d) customer

service e) All the above

8) What do you look for in a product during your purchase in this store?

a) Price b) Brand name c) Customer service d) Variety of products

9) When do you prefer to shop mostly in the store? ( )

a) During sale b) During fresh season stock c) During discount

d) When required.


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10) How much did you save monthly by shopping in malls / super market? ( )

a)


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17) The emerging of organized retail stores will create unemployment

problems. ( )

a) Strongly agree b) Agree c) No idea d) disagree e) Strongly disagree

18) The emerging trends in retail sector meets the customer needs in a more

prcised way.( )


19) The latest trends in retail sector had a great influence on changing customerlifestyles. ( )


RATING FROM 1-5 SCALE :

20) Please rate the importance of the following factors in choosing to visit the

store. [From min 1-max 5]

a) All the things under one roof 1 2 3 4 5 ( )

b) More variety in products 1 2 3 4 5 ( )

c) Near to home 1 2 3 4 5 ( )

d) Only option available in locality 1 2 3 4 5 ( )


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store.

a) Good ambience 1 2 3 4 5 ( )

b) Air conditioned 1 2 3 4 5 ( )

c) Crowd 1 2 3 4 5 ( )

d) Good customer service 1 2 3 4 5 ( )


store.

a) Low prices/discount schemes 1 2 3 4 5 ( )

b) Home delivery 1 2 3 4 5 ( )

c) Parking facility available 1 2 3 4 5 ( )

d) Good customer assistance 1 2 3 4 5 ( )


store.

a) Brand name 1 2 3 4 5 ( )

b) Easy to shop 1 2 3 4 5 ( )

c) Environment in store 1 2 3 4 5 ( )

d) Availability of different 1 2 3 4 5 ( )

Brands.


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24) Any suggestions ( plz. Specify)......................................................

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

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

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

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

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


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BIBLIOGRAPHY:

BOOKS:-

y Beri G.C., Marketing Research, Tata Mc Graw Hill New Delhi,

3rd

Edition: 2002.

y Verma M.M and Agarwal R.K., Marketing Research, Forward

Publishing House Delhi, 1997

y Philip Kotler, Gary Armstrong, Principles of marketing, Prentice

Hall India New Delhi, 7th Edition: 1996.

y Philip Kotler, Marketing Management, Prentice Hall India New

Delhi, 8th Edition: 1996.

JOURNALS:-

Goswami. P and Mishra. M, 2009, Would Indian consumers move from

kirana store to organized Retailers when shopping for groceries, Asia

Pacific

Journal of Marketing and Logistics, Vol. 20, No. 1

ICRIER journal paper, September 2008

WEBSITES:-

www.retailindia.net

www.retailyatra.com

www.retailbiz.com

www.businessworld.in

www.tataretail.com


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