Abhilash Sebastian Final Project (1)

8/19/2019 Abhilash Sebastian Final Project (1)

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A STUDY ON THE SERVQUAL FACTORS

AFFECTING CUSTOMER PERCEPTION

A Project Report submitted to

MAHATMA GANDHI UNIVERSITY

for the partial fulfillment of the Award of

MASTER OF BUSINESS ADMINISTRATION

Submitted By

ABHILASH SEBASTIAN

(Reg No. 51031)

Under the Guidance !

Dr. ANU GEORGE

DEPARTMENT OF MANAGEMENT STUDIES

VISWAJYOTHI COLLEGE OF ENGINEERING AND TECHNOLOGY,

VAZHAKULAM

2013-15


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VISWAJYOTHI COLLEGE OF ENGINEERING AND TECHNOLOGY,

VAZHAKULAM

Departe!t o" Ma!agee!t St#$%e&

BONAFIDE CERTIFICATE

Date'

T%& %& to *ert%"+ tat te pro,e*t report A STUD ON T/E SERUA

FATORSAFFETING USTOMER PEREPTION4 %& te o!a"%$e 6or7 o"

A8/IAS/ SE8ASTIAN4 6o *arr%e$ o#t te pro,e*t 6or7 #!$er + per9%&%o!.

::::::::::::::::::::::::: :::::::::::::::::::::::::::: Dr. Fra!*%& er#!%;a Dr. A!# GeorgeDea! < /ea$ o" te Departe!t Pro,e*t G#%$e

E=a%!er 1'

E=a%!er 2'


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DECLARATION

I $o ere+ $e*;are tat t%& pro,e*t 6or7 e!t%t;e$ A STUD ON T/E SERUA

FATORSAFFETING USTOMER PEREPTION4%tte$ + e "or te part%a;

"#;"%;;e!t o" te re>#%ree!t "or te a6ar$ o" Ma&ter o" 8#&%!e&& A$%!%&trat%o! (M8A) %& a

re*or$ o" + o6! re&ear* 6or7. Te report eo$%e& te "%!$%!g a&e$ o! + &t#$+ a!$

o&er9at%o! a!$ a& !ot ee! %tte$ ear;%er "or te a6ar$ o" a!+ $egree or $%p;oa to a!+

I!&t%t#te or U!%9er&%t+.

Date' Nae '

Ro;; No '


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LIST OF TABLES

NAME OF TABLES

4.1 RESPONDENTS AGE

4. RESPONDENTS GENDER

4.! OUPATION OF T/E RESPONDENTS

4.4 MOST ATTRAT OU MOST IN REIANE

4." STORE EMPOES ARE PROMPT IN SERING AND /EPFU

4.# REIANE EMPOEES ARE ENT/USIASTI < ?NO@EDGA8E

4.$ OFFER SATISFATION

4.% SATISFATOTION OF PROMOTIONA OFFERS

4.& INFUENE OF ADERTISEMENT DISPA IN PUR/ASE DEISION4.1' STAFF ?NO@EDGE A8OUT PRODUTS

4.11 STORE OATION

4.1 MER/ANDISE OF FRES/ AND ATEST PRODUTS

4.1! EFFIEN OEF STORE SERIE

4.14 STAFF /EP IN PUR/ASE DEISION

4.1" INDIIDUA ATTENTION IN STORE

4.1# PERSONA 8EONGINGS ?EEPING FAIIT

4.1$ STORE AM8IENE

4.1% PRIE TAG DISPA

4.1& EAN AND MAINTAINED RESTROOMS

4.' MER/ANDISE OF /IG/ UAIT 8RANDS AND ARIETES

4.1 ATTRATIENESS OF STORE AOUT

4. PROMISED SERIE DEIER

4.! STORE AM8IENE IN S/OPPING


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LIST OF CHARTS

NAME OF CHARTS

4.1 RESPONDENTS AGE

4. RESPONDENTS GENDER

4.! OUPATION OF T/E RESPONDENTS

4.4 MOST ATTRAT OU MOST IN REIANE4." STORE EMPOES ARE PROMPT IN SERING AND /EPFU

4.# REIANE EMPOEES ARE ENT/USIASTI < ?NO@EDGA8E

4.$ OFFER SATISFATION

4.% SATISFATOTION OF PROMOTIONA OFFERS

4.& INFUENE OF ADERTISEMENT DISPA IN PUR/ASE DEISION

4.1' STAFF ?NO@EDGE A8OUT PRODUTS

4.11 STORE OATION

4.1MER/ANDISE OF FRES/ AND ATEST PRODUTS

4.1! EFFIEN OEF STORE SERIE

4.14 STAFF /EP IN PUR/ASE DEISION

4.1" INDIIDUA ATTENTION IN STORE

4.1# PERSONA 8EONGINGS ?EEPING FAIIT

4.1$ STORE AM8IENE

4.1% PRIE TAG DISPA

4.1& EAN AND MAINTAINED RESTROOMS

4.'MER/ANDISE OF /IG/ UAIT 8RANDS AND ARIETES

4.1 ATTRATIENESS OF STORE AOUT

4. PROMISED SERIE DEIER

4.! STORE AM8IENE IN S/OPPING


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1. INTRODUCTION

Per*ept%o! *a! e $e&*r%e$ a& o6 6e &ee te 6or;$ aro#!$ #&4 t6o %!$%9%$#a; a+

e ,e*t to te &ae &t%#;% #!$er te &ae appare!t *o!$%t%o! #t o6 ea* per&o!

re*og!%Be& te a!$ %!terpret& te %! te %g;+ %!$%9%$#a;pro*e&& a&e$ o! ea* per&o!C& o

6! !ee$& 9a;#e& a!$ e=pe*tat%o!&. /e!*e per*ept%o! $%""er& + %!$%9%$#a;&.

T#& *o!er& per*ept%o! %! %& $e"%!e$ a& te pro*e&& + 6%* a! %!$%9%$#a; &e;e*t&

orga!%Be& a!$ %!terpret& &t%#;% %!to a ea!%!g"#; a!$ *oere!t p%*t#re o" te 6or;$.

A;; o" ar7et%!g %& a att;e o" per*ept%o! !ot pro$#*t&. More &pe*%"%*a;;+ ar7et%!g

%& ao#t po&%t%o!%!g +o#r pro$#*t or &er9%*e %! a po&%t%9e ;%gt %! te %!$& o" te *#&toer&

+o# 6a!t to rea*. 8e*a#&e *o!er& are oar$e$ 6%t &o a!+ e&&age& o! a $a%;+

a&%& te+ ro#t%!e;+ &%"t tro#g te !o%&e. Se;e*t%9e per*ept%o! ar7et%!g &a+& +o#r

*#&toer& a*t%9e;+ ;o*7 or o$%"+ e&&age& tat *o!";%*t 6%t te%r 9a;#e& a!$ att%t#$e&

C()*+-r -r/-*0+ re"er& to te pro*e&& + 6%* a *#&toer &e;e*t& orga!%Be&

a!$ %!terpret& %!"orat%o!&t%#;% %!p#t& to *reate a ea!%!g"#; p%*t#re o" te ra!$ or te

pro$#*t. It %& a tree &tage pro*e&& tat tra!&;ate& ra6 &t%#;% %!to ea!%!g"#; %!"orat%o!.

Ea* %!$%9%$#a; %!terpret& te ea!%!g o" &t%#;#& %! a a!!er *o!&%&te!t 6%t %&er o6! #!%>#e %a&e& !ee$& a!$ e=pe*tat%o!&. Tree &tage& o" per*ept%o! are e=pore atte!t%o!

a!$ %!terpretat%o!

I! &%p;er ter& %t %& o6 a *#&toer &ee& a part%*#;ar ra!$ 6%t 6ate9er e or &e

a& ee! a;e to #!$er&ta!$ + 6at*%!g te pro$#*t& %t& proot%o!& "ee$a*7 et*. It %& te

%age o" tat part%*#;ar ra!$ %! te %!$ o" te *#&toer

1.1. B2/3r+(5 +6 *7- Pr+89-.

I! te re*e!t t%e& I!$%a a& 6%t!e&&e$ tra!&"orat%o! %! te &opp%!g a%t& o" te

*o!er&. Mo$er! reta%; o#t;et& a9e pro9%$e$ I!$%a! *o!er& 6%t !e6 &opp%!g

e=pore a!$ *o!&ta!t;+ e9o;9%!g *o%*e "or &opp%!g 6%t era*%!g o! 6%$e ra!ge o"

pro$#*t&. Mo$er! reta%; "orat& are operat%!g %! $%""ere!t &%Be& a!$ &ape&. Te+ are >#%te

$%""ere!t %! ter& o" te o6!er&%p te 7%!$ o" pre%&e& ("orat) #&e$ a!$ te or%e!tat%o! o"

te pro$#*t ra!ge.


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1.. S0060/2/- +6 *7- Pr+89-.

I! te re*e!t t%e& I!$%a a& 6%t!e&&e$ tra!&"orat%o! %! te &opp%!g a%t& o" te*o!er&. Mo$er! reta%; o#t;et& a9e pro9%$e$ I!$%a! *o!er& 6%t !e6 &opp%!g

e=pore a!$ *o!&ta!t;+ e9o;9%!g *o%*e "or &opp%!g 6%t era*%!g o! 6%$e ra!ge o"

pro$#*t&. Mo$er! reta%; "orat& are operat%!g %! $%""ere!t &%Be& a!$ &ape&. Te+ are >#%te

$%""ere!t %! ter& o" te o6!er&%p te 7%!$ o" pre%&e& ("orat) #&e$ a!$ te or%e!tat%o! o"

te pro$#*t ra!ge. T%& &t#$+ e=a%!e& ep%r%*a;;+ o6 *o!er&C per*ept%o!& to6ar$&

&tore& get a""e*te$ + $eograp%* &%t#at%o!a; a!$ &tore 9ar%a;e& 6e! te+ a7e p#r*a&e

$e*%&%o!. Te &t#$+ epa&%Be& tat pro$#*t ra!ge &tore ;a+o#t &opp%!g *o!9e!%e!*e

proot%o!a; &*ee& pro$#*t pr%*%!g *#&toer &er9%*e ep;o+ee ea9%or a!$ &tore

a%e!*e &%g!%"%*a!t;+ %!";#e!*e te *#&toer&. Moreo9er te paper pro9%$e& *r#*%a; %!&%gt&

to peop;e %! orga!%Be$ reta%; #&%!e&& + %$e!t%"+%!g %porta!t 9ar%a;e ;%7e 1) o#rteo#&

Sta"" Meer& 2) #&toer Atte!t%o! 3) O""er& a!$ D%&*o#!t& H) o"ort a!$ E;ega!*e 5)

Pro=%%t+ ) ar%et+ J) Spee$+ Ser9%*e K) A&ra!*e tat #&t e *o!&%$ere$ 6%;e

$e&%g!%!g te%r operat%o!&. A! #!$er&ta!$%!g o" te&e "a*tor& 6%;; e;p te &tore %pro9e

o9era;; &opp%!g e=per%e!*e a!$ *#&toer &at%&"a*t%o!.

1.!. O8:-/*0;-) +6 *7- S*(5


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Te &t#$+ a7e& e""ort to "%!$ per*ept%o! o" *#&toerC& at Re;%a!*e Fre& tro#g r9e+. It

&t#$%e& *#&toer per*ept%o! "ro te &er9%*e >#a;%t+ $%e!&%o!& o" re;%a%;%t+ ta!g%%;%t+

Re&po!&%9e!e&& A&ra!*e #e&t%o!!a%re 6a& prepare$ a!$ pre&e!te$ to te re&po!$e!t& a!$ re;ate$

>#e&t%o!& 6ere a&7e$. #e&t%o!!a%re& a%!;+ *o!ta%!e$ *;o&e-e!$e$ >#e&t%o!& a!$ a "e6 ope!

e!$e$ >#e&t%o!& to %$e!t%"+ te &at%&"a*t%o! a!$ $%&&at%&"a*t%o! ;e9e;&.

1.# M-*7+5) +6 52*2 /+99-/*0+.

Te $ata 6a& *o;;e*te$ %! t6o t+pe& te+ are

A. Pr02r< D2*2

Te pr%ar+ $ata 6a& a&%*a;;+ *o;;e*te$ %! t6o $%""ere!t 6a+& te+ are' -

1) O&er9at%o! Meto$ 2) #e&t%o!!a%re Meto$

I! te o&er9at%o! eto$ %!&tea$ o" a&7%!g te re&po!$e!t& ao#t te ea9%or

a!$ att%t#$e& a! O&er9at%o! 6a& $o!e a!$ te $ata 6a& *o;;e*te$.

Te #e&t%o!!a%re eto$ %& a po6er"#; too; to *o;;e*t te %!"orat%o! a

&tr#*t#re$ #e&t%o!!a%re %!9o;9e& %! a&7%!g te >#e&t%o!& %! a prearra!ge$ or$er. T%&

re&ear* *o!ta%!e$ a >#e&t%o!!a%re tat a$ &tr#*t#re$ (prearra!ge$ or$er) ope! e!$e$ ("ree

a!&6er >#e&t%o!&) a!$ *;o&e e!$e$ (;%%te$ a!&6er *a! e g%9e!) >#e&t%o!&. Soe 6ere a;&o

$%*otoo#& >#e&t%o!& %.e. a9%!g o!;+ t6o opt%o!& to a!&6er.


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B S-/+52r< D2*2

Te $ata tat %& *o;;e*te$ "ro te p#;%&e$ &o#r*e& %.e. !ot or%g%!a;;+ *o;;e*te$ "or

te "%r&t t%e %& *a;;e$ &e*o!$ar+ $ata. D#r%!g te re&ear* te &e*o!$ar+ $ata 6a& *o;;e*te$

"ro opa!+ 6e&%te 8oo7& a!$ p#;%*at%o!& Re;ate$ %!"orat%o! "ro %!ter!et

1.$ S29- S0=-

Te ≈e &%Be 6ere 100 "ro te *#&toer& o" Re;%a!*e "re&

1.% P-r0+5 +6 )*(5<

T%& &t#$+ 6a& *op;ete$ o! H2 $a+& %! te o!t o" Apr%; a+ a!$ L#!e

1.& L00*2*0+.

Te re&ear* %& *o!$#*te$ o!;+ %! te To$#p#Ba &tore o!;+. It a+ !ot e app;%*a;e

to a;; te &tore&.

Te ≈e &%Be %& o!;+ 100.

A**#ra*+ o" %!"orat%o! *a!!ot e e!re$ &%!*e a "e6 re&po!$e!t& a!&6ere$ te

>#e&t%o!!a%re %! #rr+.


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CHAPTER

LITERATURE REVIEW

.1 AN OVERVIEW OF FUNDAMENTAL ANALYSIS

.1.1 RELIANCE INDUSTRIES LTD

Te Re;%a!*e Gro#p "o#!$e$ + D%r#a% /. Aa!% (132-2002) %& I!$%a& ;arge&t pr%9ate

&e*tor e!terpr%&e 6%t #&%!e&&e& %! te e!erg+ a!$ ater%a;& 9a;#e *a%!. Gro#p& a!!#a;

re9e!#e& are %! e=*e&& o" US %;;%o!. Te ";ag&%p *opa!+ Re;%a!*e I!$#&tr%e& %%te$

%& a Fort#!e G;oa; 500 *opa!+ a!$ %& te ;arge&t pr%9ate &e*tor *opa!+ %! I!$%a.

8a*76ar$ 9ert%*a; %!tegrat%o! a& ee! te *or!er&to!e o" te e9o;#t%o! a!$ gro6t o"

Re;%a!*e. Start%!g 6%t te=t%;e& %! te ;ate &e9e!t%e& Re;%a!*e p#re$ a &trateg+ o" a*76ar$

9ert%*a; %!tegrat%o! - %! po;+e&ter "%re %!tere$%ate& p;a&t%*& petro*e%*a;& petro;e#

re"%!%!g a!$ o%; a!$ ga& e=p;orat%o! a!$ pro$#*t%o! - to e "#;;+ %!tegrate$ a;o!g te ater%a;&

a!$ e!erg+ 9a;#e *a%!.

Te Gro#p& a*t%9%t%e& &pa! e=p;orat%o! a!$ pro$#*t%o! o" o%; a!$ ga& petro;e# re"%!%!g a!$ar7et%!g petro*e%*a;& (po;+e&ter "%re %!tere$%ate& p;a&t%*& a!$ *e%*a;&) te=t%;e&

reta%; %!"%$e; a!$ &pe*%a; e*o!o%* Bo!e&.

Re;%a!*e e!,o+& g;oa; ;ea$er&%p %! %t& #&%!e&&e& e%!g te ;arge&t po;+e&ter +ar! a!$ "%re

pro$#*er %! te 6or;$ a!$ ao!g te top "%9e to te! pro$#*er& %! te 6or;$ %! a,or

petro*e%*a; pro$#*t&.

.1. Pr+5(/*) > 8r25)

Te opa!+ e=pa!$e$ %!to te=t%;e& %! 1J5. S%!*e %t& %!%t%a; p#;%* o""er%!g %! 1JJ te

opa!+ a& e=pa!$e$ rap%$;+ a!$ %!tegrate$ a*76ar$& %!to oter %!$#&tr+ &e*tor& o&t

!ota;+ te pro$#*t%o! o" petro*e%*a;& a!$ te re"%!%!g o" *r#$e o%;.

Te opa!+ "ro t%e to t%e &ee7& to "#rter $%9er&%"+ %!to oter %!$#&tr%e&. Te

opa!+ !o6 a& operat%o!& tat &pa! "ro te e=p;orat%o! a!$ pro$#*t%o! o" o%; a!$ ga& to

http://www.ril.com/http://www.ril.com/http://www.ril.com/


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te a!#"a*t#re o" petro;e# pro$#*t& po;+e&ter pro$#*t& po;+e&ter %!tere$%ate& p;a&t%*&

po;+er %!tere$%ate& *e%*a;& a!$ &+!tet%* te=t%;e& a!$ "ar%*&.

Te opa!+& a,or pro$#*t& a!$ ra!$& "ro o%; a!$ ga& to te=t%;e& are t%gt;+ %!tegrate$

a!$ e!e"%t "ro &+!erg%e& a*ro&& te opa!+. e!tra; to te opa!+& operat%o!& %& %t&

9ert%*a; a*76ar$ %!tegrat%o! &trateg+ ra6 ater%a;& * a& PTA MEG et+;e!e prop+;e!e

a!$ !ora; para""%! tat 6ere pre9%o#&;+ %porte$ at a %ger *o&t a!$ ,e*t to %port

$#t%e& are !o6 &o#r*e$ "ro 6%t%! te opa!+. T%& a& a$ a po&%t%9e e""e*t o! te

opa!+& operat%!g arg%!& a!$ %!tere&t *o&t& a!$ $e*rea&e$ te opa!+& e=pore to te

*+*;%*a;%t+ o" ar7et& a!$ ra6 ater%a; pr%*e&. Te opa!+ e;%e9e& tat t%& &trateg+ %& a;&o

%porta!t %! a%!ta%!%!g a $oe&t%* ar7et ;ea$er&%p po&%t%o! %! %t& a,or pro$#*t ;%!e& a!$

%! pro9%$%!g a *opet%t%9e a$9a!tage.

Te opa!+& operat%o!& *a! e *;a&&%"%e$ %!to "o#r &ege!t& !ae;+'

Petro;e# Re"%!%!g a!$ Mar7et%!g #&%!e&&

Petro*e%*a;& #&%!e&&

O%; a!$ Ga& E=p;orat%o! < Pro$#*t%o! #&%!e&& Oter&

.1.! RELIANCE RETAIL

Re;%a!*e Reta%; t$. %& a &%$%ar+ *opa!+ o" Re;%a!*e I!$#&tr%e&. Fo#!$e$ %! 200

a!$ a&e$ %! M#a% %t %& te ;arge&t reta%;er %! I!$%a %! ter& o" re9e!#e.3 It& reta%; o#t;et&

o""er "oo$& gro*er%e& appare; a!$ "oot6ear ;%"e&t+;e a!$ oe %pro9ee!t pro$#*t&

e;e*tro!%* goo$& a!$ "ar %p;ee!t& a!$ %!p#t&.Te *opa!+C& o#t;et& a;&o pro9%$e 9egeta;e& "r#%t& a!$ ";o6er&. It "o*#&e& o!

*o!er goo$& *o!er $#ra;e& tra9e; &er9%*e& e!erg+ e!terta%!e!t a!$ ;e%re a!$

ea;t a!$ 6e;;-e%!g pro$#*t& a& 6e;; a& o! e$#*at%o!a; pro$#*t& a!$ &er9%*e&. It a& a tota;

o" 2000 &tore& (a& o" O*toer 201H) %! I!$%a 6%t a! area o" appro=.H %;;%o! &>#are "eet

a*ro&& 155 *%t%e&.

.1.4 F02/029 P+)0*0+


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It a$ a t#r!o9er o" R&. 1K %;;%o! %! te "%!a!*%a; +ear 2013-1H. Appro=. 5 per *e!t

o" t%& re9e!#e *ae "ro %t& 9a;#e a!$ oter &ege!t tat operate& gro*er+ *a%!& Re;%a!*e

Fre& Re;%a!*e S#per a!$ Re;%a!*e /+per. Re;%a!*e Reta%; a& a!!o#!*e$ re9e!#e& o" R&.

H0.JH %;;%o! "or te &e*o!$ >#arter o" 201H &o6%!g 53Q ,#p "ro 2013. Te *opa!+

a;&o reporte$ operat%!g pro"%t o" R&. 1K %;;%o! "or te &ae >#arter.3 Re;%a!*e reporte$

>#arter;+ pro"%t o" R&. 1K ore ("or L#;+ - Septeer 201H).H

.1." S(8)0502r0-) > D0;0)0+)Tere are o9er H5 S#&%$%ar%e& < $%9%&%o!& o" Re;%a!*e Reta%;. Fo;;o6%!g %& te ;%&t o"

a,or $%9%&%o!&'1. R-902/- Fr-)7

Reta%; o#t;et& o" "r#%t& 9egeta;e& < gro*er%e&. T%& $%9%&%o! %& +et to e- *oe

pro"%ta;e.2. R-902/- D00*29

o!er E;e*tro!%*& reta%; &tore&. It a$ K &tore& %! O*toer 201H.3. R-902/- J-?-9)

Le6e;;er+ It a$ re9e!#e& o" appro=. R&. K %;;%o! %! "%!a!*%a; +ear2012- 13.

4. R-902/- T0- O(* %"e&t+;e &tore o" 8oo7& M#&%* Mo9%e& To+& Ga%!g Fragra!*e& Stat%o!er+.

5. R-902/- Tr-5), R-902/- F++*r0* 25 R-902/- L0;0

Appare; a!$ ;ot%!g. It a$ re9- e!#e& o" appro=. R&. 1 %;;%o! %! "%!a!*%a; +ear 2012-13.

6. R-902/- M2r3-*, R-902/- 2r3-*

@o;e&a;e *a& ! arr+ . It a$ re9e!#e& o" appro=. R&. 1 %;;%o! %! "%!a!*%a; +ear 2012-13.


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. INDUSTRY PROFILE


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R-*209 I5()*r< 0 I502

Mar7et &%Be o" I!$%a! reta%; %!$#&tr+ Te tota; ar7et &%Be 6a& US H0 %;;%o! %! 2013

reg%&ter%!g a AGR o" .1 per *e!t &%!*e 1K. Te I!$%a! reta%; %!$#&tr+ a& pre&e!t;+

eerge$ a& o!e o" te o&t $+!a%* a!$ "a&t pa*e$ %!$#&- tr%e& a& &e9era; p;a+er& a9e

&tarte$ to e!ter te ar7et. It a**o#!t& "or o9er 10 per *e!t o" te *o#!- tr+& gro&& $oe&t%*

pro$#*t (GDP) a!$ aro#!$ e%gt per *e!t o" te ep;o+e!t %! I!$%a. Te *o#!tr+ %& to$a+

te "%"t ;arge&t g;oa; $e&t%!at%o! %! te 6or;$ "or reta%;. Se9era; *orporate& a9e p;a!!e$ to

e=p;o%t te opport#!%t%e& %! te I!$%a! reta%; &pa*e * a& Re;%- a!*e I!$#&tr%e& t$ (RI)

6%* a& ;%!e$ #p *ap%ta; e=pe!$%t#re o" R& 1.K tr%;;%o! (US 2K.H %;- ;%o!) "or te !e=t

tree +ear& "or %t& petro*e%*a;& te;e*o a!$ reta%; 9e!t#re&. @%t te gro6t %! te reta%;

%!$#&tr+ te *orre&po!$%!g $ea!$ "or rea; e&tate %& a;&o e%!g *reat- e$. F#rter 6%t teo!;%!e e$%# o" reta%; ga%!%!g ore a!$ ore a**epta!*e tere %& a tree!- $o#& gro6t

opport#!%t+ "or reta%; *opa!%e& ot $oe&t%* a!$ %!ter!at%o!a;.

M2r3-* S0=-

I!$%aC& reta%; ar7et %& e=pe*te$ to $o#;e to US 1 tr%;;%o! + 2020 "ro US 00

%;;%o! %! 2015 $r%9e! + %!*oe gro6t #ra!%&at%o! a!$ att%t#$%!a; &%"t& %g;%gte$ te

8o&to! o!t%!g Gro#p a!$ Reta%;er& A&&o*%at%o! o" I!$%aC& report t%t;e$ Reta%; 2020'

Retro&pe*t Re%!9e!t Re- 6r%te. @%;e te o9era;; reta%; ar7et 6%;; gro6 at 12 per *e!t per

a!!# o$er! tra$e 6%;; gro6 t6%*e a& "a&t at 20 per *e!t per a!!# a!$ tra$%t%o!a; tra$e at

10 per *e!t a**or$%!g to a report t%t;e$ Reta%; 2020' Retro&pe*t Re%!9e!t Re6r%te + 8o&to!

o!t%!g Gro#p a!$ Reta%;er& A&&o*%at%o! o" I!- $%a. Te reta%; &pe!$%!g %! te top &e9e!

I!$%a! *%t%e& o" I!$%a *#rre!t;+ ao#!t& to R& 3.5K tr%;;%o! (US 5J.5 %;;%o!) 6%t orga!%&e$

reta%; pe!etrat%o! at 1 per *e!t %! 201H. It %& e=pe*te$ tat te o!;%!e reta%; 6%;; e at par 6%t

te p+&%*a; &tore& %! "%9e +ear& I!$%a %& e=pe*te$ to e*oe te 6or;$C& "a&te&t gro6%!g e-

*oer*e ar7et o! te a*7 o" ro#&t %!9e&te!t a*t%9%t+ %! te &e*tor a!$ te rap%$

%!*rea&e %! %!ter!et #&er&. It %& e=pe*te$ tat I!$%aC& e- *oer*e ar7et 6%;; gro6 "ro US

2. %;;%o! %! 2013 to o9er US 100 %;;%o! + 2020. E-ta%;er& are ett%!g o! ore I!$%a!&

&6%t*%!g to &opp%!g o!;%!e 6%t a pro,e*t%o! o" 200 %;;%o! !e6 *o!er& + 201J

a**or$%!g to a report re;ea&e$ ;a&t +ear + A**e; I!$%a

I;-)*-*)

Te I!$%a! reta%; %!$#&tr+ %! te &%!g;e ra!$ &ege!t a& re*e%9e$ "ore%g! $%re*t

%!9e&te!t (FDI) e>#%t+ %!";o6& to te t#!e o" US 2J5.3K %;;%o! %! te per%o$ Apr%; 2000

La!#ar+ 2015 a**or$%!g to te Departe!t o" I!$#&tr%a; Po;%*%e& a!$ Proot%o! (DIPP). @%t


15/67

te r%&%!g !ee$ "or *o!er goo$& %! $%""ere!t &e*tor& %!*;#$%!g *o!er e;e*tro!%*& a!$

oe app;%a!*e& a!+ *opa!%e& a9e %!9e&te$ %! te I!$%a! reta%; &pa*e %! te pa&t "e6

o!t&. Soe o" te are' Pa+t p;a!& to &et #p 30000 to 50000 reta%; o#t;et& 6ere %t& *#&toer& *a! ;oa$

*a& o! te%r $%g%ta; 6a;;et&. Te *opa!+ %& a;&o ;oo7%!g to e!ro; reta%;er& - o&t;+

7%ra!a &tore& - a& er*a!t& "or a**ept%!g $%g%ta; pa+e!t&. Mo%;e 6a;;et *opa!+ Mo%?6%7 a& part!ere$ 6%t Lao!g.*o to pro9%$e o%;e

pa+- e!t &er9%*e& to Lao!g& *#&toer&. Data@%!$ a& part!ere$ 6%t /oeSop1K to e=pa!$ %t& reta%; "ootpr%!t %! te

*o#!tr+. U!$er te part!er&%p /oeSop1K a!$ Data@%!$ 6%;; ,o%!t;+ ;a#!*

&pe*%a; &a;e& progra& a*ro&& roa$*a&t o%;e a!$ %!ter!et e$%a to *reate greater

a**e&& o" te ;atter& ta;et ra!ge. AaBo! I!* a!$ F;%p7art I!$%a 6%;; %!9e&t !ear;+ R& 2300 *rore (US 3.KJ %;;%o!)

%! te !ear ter a& te+ p;a!& to a*>#%re ore *#&toer& %! te *o#!tr+& "a&t-gro6%!g

o!;%!e reta%; ar7et. Fa&%o!A!$o# a& ope!e$ tree $%&tr%#t%o! #& %! S#rat M#a% a!$ 8e!ga;#r#

to a&- te! $e;%9er%e&. A# Da%-a&e$ #;# Gro#p p;a!& to %!9e&t R& 2500 *rore (US H01.K %;;%o!) %!

a "r#%t a!$ 9egeta;e pro*e&&%!g #!%t a! %!tegrate$ eat pro*e&&%!g #!%t a!$ a o$er!

&opp%!g a;; %! /+$eraa$ Te;a!ga!a.

G+;-r-* I0*02*0;-)

M& N%ra;a S%taraa! U!%o! M%!%&ter o" oer*e a!$ I!$#&tr+ Go9er!e!t o" I!$%a

a& &tre&&e$ o! I!$%a #%;$%!g a *#;t#re o" ra!$%!g a!$ ar7et%!g %t& pro$#*t& to te re&t o"

te 6or;$. Te %!%&tr+ %& a;&o 6%;;%!g to ta7e &tep& to &tart a Free Tra$e Agreee!t (FTA)

6%t te E#ropea! U!%o! (EU). Te Go9er!e!t o" I!$%a a& ta7e! 9ar%o#& %!%t%at%9e& to

%pro9e te reta%; %!$#&tr+ %! I!$%a. Soe o" te&e %!%t%at%9e& are' Te Fore%g! I!9e&te!t Proot%o! 8oar$ (FIP8) a& *;eare$ "%9e reta%; propo&a;&

6ort aro#!$ R& H20 *rore (US J.53 %;;%o!) "ro *opa!%e& * a& 8e&t&e;;erP#a SA a!$ F;e%!go. A$$%t%o!a;;+ te oar$ *;eare$ tree 100 per *e!t &%!g;e-

ra!$ reta%; propo&a;& 6ort R& 222.5 *rore (US 35.JJ %;;%o!) gge&t%!g re!e6e$

%!tere&t %! I!$%a& gro6%!g reta%; ar7et. I?EA a& e!tere$ %!to a eora!$# o" #!$er&ta!$%!g (MoU) 6%t te Go9er!e!t

o" Te;a!ga!a to &et #p %t& "%r&t &tore %! I!$%a at /+$eraa$. I?EA reta%; o#t;et& a9e a

&ta!$ar$ $e&%g! a!$ ea* ;o*at%o! e!ta%;& a! %!9e&te!t o" aro#!$ R& 500-00 *rore

(US K0.3K- .H %;;%o!).

Te Go9er!e!t o" I!$%a %& a;&o %! te "%!a; pa&e o" ta;7& 6%t te &tate& "or te

Goo$& a!$ Ser9%*e& Ta= 8%;; to e %p;ee!te$. T%& 8%;; %& &ee! a& a 7e+ to


16/67

"a*%;%tat%!g %!$#&tr%a; gro6t a!$ %pro9%!g te #&%!e&& *;%ate %! te *o#!tr+. Roa$

Aea$ Te &are o" e-oer*e %& gro6%!g &tea$%;+. #&toer& a9e a! e9er

%!*rea&%!g *o%*e o" pro$- #*t& at te ;o6e&t rate&. E-oer*e %& proa;+ *reat%!g

te %gge&t $%&r#pt%o! %! te reta%; %!$#&- tr+ a!$ t%& tre!$ 6%;; *o!t%!#e %! te +ear to

*oe. A;o&t e9er+t%!g %& &o;$ o! te %!ter!et !o6 a!$ t%& ea!& tat prett+ #*

a;; o" te reta%; %!$#&tr+ "a*e& te *a;;e!ge o" e%ter e%!g a part o" e-*oer*e or

ta7%!g %t ea$ o!.

For etter pro&pe*t& o" t%& %!$#&tr+ a& a 6o;e ot orga!%Be$ a!$ #!orga!%Be$ reta%;

*opa!%e& &o#;$ 6or7 togeter to %pro9e te o9era;; reta%; %!$#&tr+ 6%;e ge!erat%!g !e6

e!e"%t& "or te%r o6! *#&toer&. A;&o te reta%;er& &o#;$ ta7e a$9a!tage o" $%g%ta; reta%;

*a!!e;& (e-*oer*e) 6%* 6o#;$ e!a;e te to &pe!$ ;e&& o!e+ o! rea; e&tate 6%;erea*%!g ore *#&toer& %! t%er-2 a!$ t%er-3 *%t%e&. Ne9erte;e&& te ;o!g ter o#t;oo7 "or

te %!$#&tr+ rea%!& to e po&%t%9e o! te a*7 o" r%&%!g %!*oe& "a9o#ra;e $eograp%*&

e!tr+ o" "ore%g! p;a+er& a!$ %!*rea&%!g #ra!%Bat%o!. E=*a!ge Rate U&e$' INR 1 US

0.01 a& o! Mar* 2H 2015

R-902/- R-*209 I5()*r<

Re;%a!*e I!$#&tr%e& t$. %!*orporate$ %! te +ear 1J3 %& a arge ap *opa!+

(a9%!g a ar7et *ap o" R& 2210.H1 r.) operat%!g %! M%&*e;;a!eo#& &e*tor. Re;%a!*e

I!$#&tr%e& t$. 7e+ Pro$#*t&Re9e!#e Sege!t& %!*;#$e Petro;e# Pro$#*t& 6%*

*o!tr%#te$ R& 2H510.00 r to Sa;e& a;#e (J1.3Q o" Tota; Sa;e&) Petro*e%*a;& 6%*

*o!tr%#te$ R& KHH.00 r to Sa;e& a;#e (2.3Q o" Tota; Sa;e&) O%; < Ga& 6%*

*o!tr%#te$ R& H0J.00 r to Sa;e& a;#e (1.H3Q o" Tota; Sa;e&) Oter& 6%* *o!tr%#te$

R& J1.00 r to Sa;e& a;#e (0.21Q o" Tota; Sa;e&) Oter Ser9%*e& 6%* *o!tr%#te$ R&

KJ.00 r to Sa;e& a;#e (0.02Q o" Tota; Sa;e&) "or te +ear e!$%!g 31-Mar-2015. For te>#arter e!$e$ 31-Mar-2015 te *opa!+ a& reporte$ a Sta!$a;o!e &a;e& o" R&. 50H3.00

r. $o6! -30.12Q "ro ;a&t >#arter Sa;e& o" R&. K01.00 r. a!$ $o6! -H1.13Q "ro ;a&t

+ear &ae >#arter Sa;e& o" R&. 513.00 r. opa!+ a& reporte$ !et pro"%t a"ter ta= o" R&.

2H3.00 r. %! ;ate&t >#arter. Te *opa!+C& a!agee!t %!*;#$e& Mr.M#7e& D Aa!%

Mr.N%7%; R Me&6a!% Mr.P M S Pra&a$ Mr.Pa6a! ?#ar ?ap%; Mr.Sr%7a!t e!7ata*ar%

Mr.oge!$ra P Tr%9e$% Mr&.N%ta M Aa!% Pro".A&o7 M%&ra Pro".D%pa7 La%!

Dr.Dara %r ?ap#r Dr.Rag#!at A Ma&e;7ar Mr.A$%; a%!#;a% Mr.A;o7 Agar6a;

Mr./%ta; R Me&6a!% Mr.? Set#raa! Mr.? Set#raa! Mr.Ma!&%!g 8a7ta.


17/67

opa!+ a& Ra,e!$ra < o. a& %t& a#$%tor&. A& o! 31-Mar-2015 te *opa!+ a& a tota; o"

3235KKJ5 &are& o#t&ta!$%!g.

Re"ere!*e 666.6%7%pe$%a.*o 666.r%;.*ot;#&%!e&&#&%!e&&:reta%;.t;

Me$%a Report& Pre&& Re;ea&e& De;o%tte report Departe!t o" I!$#&tr%a; Po;%*+ a!$ Pro- ot%o!

6e&%te U!%o! 8#$get 201H-15

.! REVIEW OF LITERATURE

Te *o!er& are a;6a+& "o#!$ 6%t $%&t%!*t !ee$& a!$ 6a!t& 6%* a+ e e*a#&e

o" te%r *o!pt%o! patter! $eograp%*& (;%7e age pro"%;e 6or7%!g patter!& %!*oe a!$

e=pe!$%t#re o**#pat%o!) ;%"e&t+;e *a!ge& #+%!g pro*e&& &opp%!g ea9%o#r &opp%!g

ot%9at%o!& a!$ o,e*t%9e& a!$ *a!g%!g *o!er et*. I! te &ae regar$ Aer*ro%e et.a;. (1H) e!t%o!e$ tat te appe!%!g *o!pt%o! *#;t#re %& *o!teporar+ tere"ore te

e9o;9%!g &*e!ar%o o" te *o!pt%o! patter! o9er a per%o$ o" t%e prope;& reta%;er& to

&pot;%gt o! *o!er&C per*ept%o!& att%t#$e& a!$ #+%!g ea9%o#r.

Te *o!er&C pro"%;e appree!&%o! e=p;a%!& *o!er&C tra!&"orat%o!& o9er t%e

a!$ *o!&tr#*t& pre$%*t%o!& ao#t o6 te *o!pt%o! patter! 6%;; e9o;9e %! te *o%!g t%e.

For %!&ta!*e te pre$%*t%o!& g%9e! + I!$%aC& Nat%o!a; o#!*%; "or App;%e$ E*o!o%*

Re&ear* re9ea;& ao#t 1J %;;%o! o#&eo;$& V 0 %;;%o! peop;e V 6%t a!!#a; ear!%!g&

http://www.wikipedia.com/http://www.wikipedia.com/http://www.ril.com/html/business/business_retail.htmlhttp://www.wikipedia.com/http://www.ril.com/html/business/business_retail.html


18/67

ra!g%!g et6ee! H500 a!$ 22000 *opr%&e %$$;e *;a&& pop#;at%o! *#rre!t;+ %! I!$%a.

Moreo9er 2KJ %;;%o! 6ere %$e!t%"%e$ a& Wa&p%rer&C or %! te !ear "#t#re te&e *o!er& are

e=pe*te$ to ,o%! te %$$;e *;a&&. F#rter %t %& e=pe*te$ tat te&e gro#p& 6%;; &pe!$ ore o!

a$9a!*%!g a!$ 9ar+%!g te%r ;%"e&t+;e& a!$ eat%!g a%t& ;%7e #&%!g pro*e&&e$ a!$

*o!9e!%e!*e %te&.

It 6a& rea;%Be$ tat tere are oter rea&o!& ta! te !ee$ to #+ te &%p;e p+&%*a;

goo$& + Ta#er (1J2) %! %& re&ear* W6+ $o peop;e &opX /e "#rter &tre&&e$ tat tere

are 9ar%o#& ot%9at%o!& "or &opp%!g %!";#e!*e$ + &e9era; "a*tor& a!+ o" te are re;ate$

to per&o!a; a!$ &o*%a; ot%9at%o!& o" *o!er& a!$ a "e6 o" te are a&&o*%ate$ to te

#+%!g o" pro$#*t&. It %& tere"ore !e*e&&ar+ "or reta%;er& to re&ear* a!$ #!$er&ta!$ 6at

a7e& &opper& %g;+ &at%&"%e$. I! a$$%t%o! to t%& &e9era; *o!er re&ear*e& a9e

re9ea;e$ oter p&+*o;og%*a; ot%9at%o!& "or &opp%!g.

U!$er&ta!$%!g *o!er ea9%o#r %& %!*op;ete #!t%; $e&*r%%!g o6 *o!er&

a7e *o%*e& a& *;ar%"%e$ + Fo=a;; < Go;$&%t (1H) %! te%r oo7 o! o!er

P&+*o;og+ "or Mar7et%!g. o!er& *oe to 7!o6 a!$ ;ear! ao#t ra!$& tro#g 9ar%o#&

*o#!%*at%o! 9e%*;e& ;%7e pa*7age& proot%o!& a$9ert%&ee!t& #&%!e&& ta;7& a!$ 6or$

o" o#t. A"ter *o!er& e*oe a6are ao#t te ra!$& te%r #+%!g $e*%&%o!& are g#%$e$

+ te per*ept%o!& or %pre&&%o!& o" te ra!$& tat te+ a9e "ore$ "ro te %!"orat%o!.

Tere"ore te &t#$+ o" *o!er per*ept%o! %& a! e;ee!t o" ;arge;+ #!*o!&*%o#& pro*e&&e&

o" *o!er ea9%o#r.

8e*a#&e *o!er& a7e $e*%&%o!& a!$ ta7e a*t%o!& a&e$ o! 6at te+ per*e%9e a&

rea;%t+ %t %& e&&e!t%a; to $e&*r%e te ter per*ept%o! a!$ te re;ate$ *o!*ept& tat %!";#e!*e

te *o!er& to #+. S*%""a! < ?a!#7 (200J) $e&*r%e$ per*ept%o! a& te pro*e&& +

6%* a! %!$%9%$#a; &e;e*t& orga!%Be& a!$ %!terpret& &t%#;% %!to a ea!%!g"#; a!$ *oere!t

p%*t#re o" te 6or;$.4 I! te &%p;e&t ter o#!g (11) $e"%!e$ to per*e%9e %& to o&er9e

tro#g te &e!&e&.4 It %& r%gt tat &oe o" te 6r%ter& a9e pre&e!te$ per*ept%o! %! ter& o"

"%9e &e!&e&. A& Fo=a;; < Go;$&%t (1H) e!t%o!e$ %! te%r oo7 tat *o!er& e*oe

a6are ao#t te e!9%ro!e!t tro#g te "%9e &e!&e& a!$ tere"ore &e!&at%o! %& te pro*e&&

6%t 6%* per*ept%o! eg%!&. 8#t per*ept%o! %& !ot &+!o!+o#& 6%t &e!&at%o! $e&p%te te%r

*;ear %!ter*o!!e*te$!e&&.


19/67

To Per*e%9e Yto &ee to ear to to#* to ta&te to &e;; to &e!&e - %!ter!a;;+Z

Y&oeZ Yt%!g e9e!t re;at%o!Z

o!er per*ept%o! %& a! appro=%at%o! o" rea;%t+. o!er %!$ tr%e& to a7e

&e!&e o#t o" te &t%#;% to 6%* te+ are e=po&e$. Per*ept%o! %& te 6a+ %! 6%* a!

%!$%9%$#a; %!terpret& &t%#;% re*e%9e$ + te &e!&e&. Per*ept%o! %& $e"%!e$ a& A pro*e&&

tro#g 6%* *o!er& a7e &e!&e o#t o" te 6or;$4 + R#!+o! (1JJ). I! a roa$ &e!&e

@%;7%e @. . (1K) e!t%o!e$ tat te top%* o" per*ept%o! %& *o!*er!e$ 6%t te tra!&;at%o!

"ro te e=ter!a; p+&%*a; 6or;$ to te %!ter!a; e!ta; 6or;$ tat ea* o" #& a*t#a;;+

e=per%e!*e&.

Te &t#$+ *arr%e$ o#t + S%!a < 8a!er,ee (200H) attepte$ to 7!o6 te$eter%!a!t& o" reta%; &tore &e;e*t%o! a&e$ o! te per*ept%o! o" *o!er& o! 9%&%t%!g 9ar%o#&

t+pe& o" &tore& te%r o&er9at%o!& o! te ;e9e;& o" 9ar%o#& &er9%*e a!$ p+&%*a; paraeter&

re;ate$ to te &tore 9%&%te$. Tere are tree a&%* "#!*t%o!& tat are *o!ta%!e$ %! te $e"%!%t%o!

o" per*ept%o!' &e!&%!g a &t%#;#& %! te e=ter!a; 6or;$ &e;e*t%!g a!$ atte!$%!g to *erta%!

&t%#;% a!$ !ot oter& a!$ %!terpret%!g te &t%#;% a!$ g%9%!g te ea!%!g.23SIES Lo#r!a;

o" Ma!agee!t Apr%; - A#g#&t 2010 o;.J(1)

Lo+*e < aert (1) a9e e=pre&&e$ tat e9a;#at%o! $o!e + %!$%9%$#a;& o" &tore %age

*o#;$ e a""e*te$ + &e;"- 9%e6& $e9e;ope$ + te (e.g. t+pe o" &tore &oppe$ per&o!!e;

ep;o+e$ #&%* a!$ 9%$eo& p;a+e$ oter ae&tet%* &tore $%e!&%o!&). It ;%e& at te eart o"

te a!!er %! 6%* e re&po!$& to %& 6or;$. Fo=a;; < Go;$&%t (1H) pport tat te

e""e*t%9e a!agee!t o" ar7et%!g a*t%9%t%e& o" a! orga!%Bat%o! re&t o! te "o;;o6%!g t6o

"#!$ae!t&'

[ F%r&t *o!er& a*t o! te%r per*ept%o!& 6%* a&%*a;;+ *oe "ro te %!"orat%o! tatte+ re*e%9e.

[ Se*o!$ a!ger& !ee$ to #!$er&ta!$ te !at#re o" per*ept%o!& o" te%r *o!er& a!$

pote!t%a; *o!er& a9e o" te&e;9e& te%r &o*%a; 6or;$ a!$ pro$#*t& a9a%;a;e to te.

Te &t#$+ *arr%e$ o#t + Lo+*e < aert (1) a& $ep%*te$ tat *o!er&C

per*ept%o!& regar$%!g te &tore %age are ;%7e;+ to e a""e*te$ + te t+pe& o" &tore&


20/67

*o!er& repeate$ 9%&%te$ %! te pa&t a!$ te attr%#te& a&&o*%ate$ 6%t to&e &tore& (e.g.

*o;or ;%gt%!g &%g!age *;%e!te;e &a;e&peop;e).

A**or$%!g to OCo!!or (10) te pr%ar+ "a*t#a; e;ee!t& or attr%#te& $eter%!%!g

a reta%;erC& %age + "or%!g *o!er& per*ept%o!& %!*;#$e pr%*e 9ar%et+ a&&orte!t 6%t%!

pro$#*t *ategor%e& >#a;%t+ pro$#*t& &er9%*e (or ;a*7 tereo") a!$ ;o*at%o!. T+pe o" *#&toer

&op ;o*at%o! pr%*e ;e9e;& &er9%*e o""ere$ er*a!$%&e %= a$9ert%&%!g a!$ te

*ara*ter%&t%*& o" te p+&%*a; "a*%;%t%e& are ;%&te$ + Ter;a!*e (1K) a& &oe o" te "a*tor&

$eter%!%!g &tore re;ate$ per*ept%o!&. S%%;ar;+ Peter a!$ O;&o! (10) o&er9e$ tat te

o&t *oo!;+ &t#$%e$ &tore %age $%e!&%o!& are er*a!$%&e &er9%*e *;%e!te;e p+&%*a;

"a*%;%t%e& proot%o! *o!9e!%e!*e a!$ &tore ato&pere 6%* *;o&e;+ re&e;e %!$>#%&tC&

propo&e$ $%e!&%o!&. Set a!$ M%tta; (200H) &tate$ tat' Store %age te tota; o"

per*ept%o!& *#&toer& a9e ao#t a &tore %& $eter%!e$ + te&e er*a!$%&e &er9%*e a!$

pr%*e "a*tor& %t %& a;&o $eter%!e$ + ato&per%*& a$9ert%&%!g a!$ &tore per&o!!e;.4

/o6e9er a& 6%t te $e"%!%t%o! o" &tore %age !o *o!&e!& a& ee! rea*e$ o! a &et o"

#!%9er&a; &tore %age $%e!&%o!&.

For te p#rpo&e o" t%& &t#$+ %!$>#%&tC& "rae6or7 o" &tore %age 6a& &e;e*te$ a& a

9%a;e po%!t o" $epart#re "or %$e!t%"+%!g &tore %age $%e!&%o!& a!$ $e&*r%pt%o!&

(%!*orporat%!g te re;e9a!t attr%#te& "or ea* $%e!&%o!) &%!*e %t pro9e& to e te o&t

*opree!&%9e %! &tore %age ;%terat#re. og!%t%9e a""e*t%9e a!$ p+&%*a; *opo!e!t& o"

&tore %age are %!*;#$e$ %! te propo&e$ &tore %age attr%#te $%e!&%o!&. Tere"ore %!

#%;$%!g o! te "o#!$at%o! e&ta;%&e$ + %!$>#%&t (1JH1J5) a& 6e;; a& ta7%!g %!to

a**o#!t 6at oter re&ear*er& a9e %$e!t%"%e$ te "o;;o6%!g &tore %age $%e!&%o!& tat are

o&t;+ "or%!g a!$ %!";#e!*%!g *o!er&C per*ept%o!& are a;&o *o!&%$ere$ "or te &t#$+

(Re"er Ta;e 1). T#& o$er! reta%;er& !ee$ to e=a%!e per*ept%o!& o" *o!er& ao#t

%porta!t a&pe*t& o" orga!%Be$ reta%; &tore&.

Ser9%*e >#a;%t+ %& te $e;%9er+ o" e=*e;;e!t or per%or &er9%*e re;at%9e to *#&toer

e=pe*tat%o!&. Ser9%*e >#a;%t+ *a! e $e"%!e$ a& te $%""ere!*e et6ee! *#&toer e=pe*tat%o!&

o" &er9%*e& a!$ per*e%9e$ &er9%*e&. I" te per*e%9e$ &er9%*e& "a;; e;o6 te e=pe*te$ &er9%*e&

*#&toer are $%&appo%!te$. %" te per*e%9e$ &er9%*e& eet& te%r e=pe*tat%o!& te *#&toer&

are &at%&"%e$. %" per"ora!*e e=*ee$ te *#&toer& are $e;%gte$ (?o;ter 2003)10 e%ta; a!$

8%t!er(2003)11 "or#;ate$ a &er9%*e->#a;%t+ o$e; tat %g;%gt& te a%! re>#%ree!t& "or

$e;%9er%!g %g Ser9%*e >#a;%t+


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D0-)0+) +6 S-r;0/- @(290*<

A !#er o" re&ear*er& a9e pro9%$e$ ;%&t& o" >#a;%t+ $eter%!a!t& #t te e&t 7!o6!

$eter%!a!t& ea!ate "ro pararaa! a!$ %& *o;;eag#e& "ro US 6o "o#!$ "%9e

$%e!&%o!& o" &er9%*e& >#a;%t+ !ae;+ta!g%%;%t+re;%a%;%t+re&po!&%9e!e&&a&ra!*e a!$

epat+ (pararaa! et a; .1KK)1H

Te ret 6a& te $e9e;ope$ o" te SERUA %!&tr#e!t& a&e$ o! te gap o$e;.

Ser9%*e >#a;%t+%& a "#!*t%o! o" te $%""ere!*e %! &*ore& or gap& et6ee! e=pe*tat%o! a!$

per*ept%o! . A! %porta!t a$9a!tage& o" te SERUA %!&tr#e!t %& tat %t a& ee!

pro9e! 9a;%$ a!$ re;%a;e a*ro&& a ;arge ra!ge o" &er9%*e& *o!te=t&

.F0;- D0-)0+) +6 S-r;0/- Q(290*<

T208090*<

It ea!& te t%!g& 6%* are p+&%*a;;+ o&er9e$ + te *#&toer& %! te a!7 ra!*

%!*;#$%!g ;arge ATM !et6or7 per&o!!e; p+&%*a; "a*%;%t%e& ater%a;& a!$ appeara!*e.

A;e a!$ &7%;;e$ per&o!!e; te >#a;%t+ o" a!7%!g pro$#*t& a!$ &er9%*e& ro*#re& a!$

*ar$& a+ repre&e!t ta!g%;e&. Te&e >#a;%t%e& pro9%$e *o!*rete *#e& "or *#&toer& to

e9a;#ate te *apa%;%t+ o" te &er9%*e pro9%$er.

R-9028090*<

Re;%a%;%t+ re"er& to te tr#&t %! te *opa!+C& a%;%t+ to per"or &er9%*e %! a proper

6a+ * a& a*t%!g a**or$%!g to pro%&e& a!$ $e*;arat%o!& . A re;%a;e &er9%*e ea!&

te a!7er %& a;e to pro9%$e I!ter!et *o!!e*t%o! tat %& 6or7%!g at $e&%re$ ;e9e;

tro#go#t te $a+ 6%to#t &%g!%"%*a!t "a%;#re& a!7er &o#;$ !ot %&e te

*ar$o;$er %!"orat%o! a!$ tere &o#;$ e "re>#e!t #p$ate o" !e6 te*!o;og%e&.

R-)+)0;--))

It re"er& to &er9%*e pro9%$erC& 6%;;%!g!e&& to e;p *#&toer& a!$ pro9%$er& propt

&er9%*e.

It *a! e eare$ + te ao#!t o" t%e !ee$e$ to $ea; 6%t *#&toer&C reporte$

pro;e& a!$ te re&po!&e $#rat%o! o!*e te *#&toer& "%;e& a &er9%*e re>#e&t.

A))(r2/-


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A&ra!*e %& re;ate$ to te 7!o6;e$ge a!$ *o#rte&+ o" ep;o+ee& a!$ te%r a%;%t+ to

%!&p%re tr#&t a!$ *o!"%$e!*e. 8a!7er& a+ g%9e a&ra!*e to *#&toer& + ea9%!g

*o#rteo#&;+ a!$ + pro9%$%!g e&&e!t%a; 7!o6;e$ge to &o;9e *#&toerC& pro;e&.

E2*7<

It re"er& to te *ar%!g %!$%9%$#a;%Be$ atte!t%o! te &er9%*e pro9%$e g%9e& to %t&

*#&toer&. F#rter ore *#&toer& %! te a!7 a+ *oe $%""ere!t &o*%a; a*7gro#!$

a!$ e!*e te a!7er *o#;$ epa&%Be o! per&o!a;%Be$ atte!t%o! to *#&toer& a!$

#!$er&ta!$ te &pe*%"%* !ee$& o" *#&toer& a&e$ o! te%r re>#%ree!t&.

Te&e e;ee!t& *;ear;+ a9e a %g;+ ,e*t%9e "a*tor& ;%!7e$ to te per&o! 6o

per*e%9e$ te &er9%*e. I! rea;%t+ a**or$%!g to 7%;o#r!e et a;.(200H)2

e9er+ t+pe o"

&er9%*e *a! a9e $eter%!%!g "a*tor& tat are *o!&%$ere$ ore %porta!t ta! oter&

6%* 6%;; $epe!$ o! e!9%ro!e!t *ara*ter%&t%*& or t+pe o" a*t%9%t+.

CHAPTER !

METHODOLOGY

!.1 INTRODUCTION TO RESEARCH PROBLEM

Reta%;%!g %& $e"%!e$ a& a;; te a*t%9%t%e& tat %!9o;9e &e;;%!g o" goo$& or &er9%*e&

$%re*t;+ to te "%!a; *o!er "or te%r per&o!a; !o!-#&%!e&& #&e 9%a &op& ar7et $oor-to-

$oor &e;;%!g a!$ a%;-or$er or o9er te %!ter!et 6ere te #+er %!te!$& to *o!e te

pro$#*t. Reta%;%!g *a! a;&o e $e"%!e$ a& te a*t%9%t+ tat e!re& tat *#&toer& $er%9e

a=%# 9a;#e "ro te #+%!g pro*e&&. T%& %!9o;9e& a*t%9%t%e& a!$ &tep& !ee$e$ to p;a*e

te er*a!$%&e a$e e;&e6ere %!to te a!$& o" *#&toer& or to pro9%$e &er9%*e& to te

*#&toer& (D#!e et a;. 2002). T#& te reta%; a*t& a& a! %!ter"a*e et6ee! te a!#"a*t#rer

a!$ te *o!er o" te pro$#*t #+%!g "or per&o!a; *o!pt%o!.

Te pe!oe!o! o" &opp%!g a& #!$ergo!e %e!&e *a!ge %! ter& o" "orat a!$*o!er #+%!g ea9%o#r #&er%!g %! a re9o;#t%o! %! te I!$%a! reta%; &opp%!g. Mo$er!


23/67

reta%;%!g a& e!tere$ %!to I!$%a a& %& o&er9e$ %! te "or o" &pra6;%!g &opp%!g *e!ter&

#;t%-&tor%e$ a;;& a!$ te #ge *op;e=e& tat o""er &opp%!g e!terta%!e!t a!$ "oo$ a;;

#!$er o!e roo". Te I!$%a! reta%; %!$#&tr+ a& e=per%e!*e$ a gro6t o" 10. per*e!t et6ee!

2010 a!$ 2012 a!$ %& e=pe*te$ to %!*rea&e to USD J50-K50 %;;%o! + 2015 (M*7%!&e+ < o

200K). @%t te eerge!*e o" te o$er! reta%; p;a+er& te tra$%t%o!a; 7%ra!a &op& a9e a;&o

tra!&"ore$ te&e;9e& %! $%""ere!t 6a+&. A !#er o" 7%ra!a &op& a9e %!*rea&e$ te%r

&op &%Be a!$ a;&o e!a!*e$ te o9era;; er*a!$%&e %! te &tore. Te&e tra!&"ore$ 7%ra!a

&op& are !o6 pro9%$%!g "a*%;%t%e& ;%7e *re$%t rep;a*ee!t a!$ oe $e;%9er+ et* (S%!a a!$

8a!er,ee 200H). I!$%a! reta%; &e*tor %& gra$#a;;+ e$g%!g %t& 6a+ to6ar$& e*o%!g te !e=t

oo %!$#&tr+. 8#t &t%;; I!$%a! reta%; %!$#&tr+ *o!&t%t#te& o!;+ K per*e!t o" orga!%Be$ reta%;

a!$ rea%!%!g 2 per*e!t %& ;e"t #!orga!%Be$ (M*?%!&e+ 200K). U!orga!%Be$ reta%;%!g re"er&

to te tra$%t%o!a; "or& o" ;o6 *o&t reta%;%!g "or e=ap;e ;o*a; 7%ra!a &op& o6!er operate$

&op& pa! ee$% &op& *o!9e!%e!*e &op& a!$ *art a!$ &treet 9e!$or& A;to#g tere %& a

gro6t patter! %! orga!%Be$ reta%;%!g a!$ %! %t& *o!pt%o! a$e + te I!$%a! pop#;at%o!

&t%;; 9er+ #ge tra$%t%o!a; ar7et& a9e e;$ te%r a&e %! I!$%a! reta%; &e*tor. I!$%aC&

#!orga!%Be$ (Tra$%t%o!a;) reta%; ar7et %& e=pe*te$ to gro6 at a! a9erage a!!#a; rate o" 10

per*e!t o9er te !e=t +ear. Tere are ao#t 12 %;;%o! reta%; o#t;et& &prea$ a*ro&& I!$%a

a9%!g a ;ae; o" !at%o! o" &op7eeper&4 (Er!e&t a!$ o#!g 2012).

Pre9%o#& &t#$%e& %! te "%e;$ o" reta%;%!g a9e "o*#&e$ o! te %porta!*e o" &tore attr%#te& %!

#!$er&ta!$%!g te *o!*ept o" &tore *o%*e a!$ patro!age ea9%o#r (@oo$&%$e a!$ Trappe+

12 Me$%!a a!$ @ar$ 1 O#t% 2001 S%!a a!$ 8a!er,ee 200H S%!a et a;. 2005

S%!a a!$ U!%+a; 2005) #t a,or%t+ o" te re&ear* 6or7 %& "o*#&e$ to6ar$& te orga!%Be$

reta%;%!g "orat&. %!$>#%&t (1JH-J5) re9%e6e$ te ret& o" &oe 1 &t#$%e& 6%* 6ere

a&e$ o! reta%; &tore %age a!$ *reate$ "rae6or7& %!to a &et o" &%= &tore %age attr%#te&.

Te+ are er*a!$%&e *;%e!te;e proot%o!& &er9%*e *o!9e!%e!*e &tore ato&pere a!$ po&t

tra!&a*t%o! &at%&"a*t%o!. A& I!$%a! reta%; ar7et %& &tro!g;+ $r%9e! + te #!orga!%Be$

(Tra$%t%o!a; &tore) reta%; &tore& &o te *#rre!t &t#$+ $ea;& 6%t te %porta!*e o" *#&toer

e=pe*tat%o!& "or &tore attr%#te& %! #!orga!%Be$ reta%; &*e!ar%o. Te area o" #!orga!%Be$ reta%;

%& a! #!e=p;ore$ area o" re&ear* a!$ 9er+ "e6 &t#$%e& a9e *o!tr%#te$ to ;%terat#re o" &tore

attr%#te& to6ar$& #!orga!%Be$ reta%; %! I!$%a. So t%& &t#$+ %& a &%g!%"%*a!t *o!tr%#t%o! to te

"%e;$ o" #&toer Per*ept%o!& a!$ &tore *o%*e ea9%o#r o! te a&%& o" &tore attr%#te&

;%terat#re %! I!$%a! reta%;%!g *o!te=t. /e!*e t%& &t#$+ a%& to e=a%!e te a&&o*%at%o!

et6ee! *#&toerC& per*ept%o!& a!$ &tore attr%#te& %! "oo$ gro*er+ *o!er $#ra;e&


24/67

appare; toa**o *e%&t a!$ *o&et%* pro$#*t& reta%;%!g %! I!$%a. Te geograp%*a; &*ope o"

te &t#$+ %& *o!"%!e$ to te tree $%&tr%*t& o" La# %! La# a!$ ?a&%r %! I!$%a. A!oter

9er+ %porta!t a&pe*t o" te *#rre!t &t#$+ %& te pro"%;%!g o" tra$%t%o!a; reta%; &tore& %! te&e

tree $%&tr%*t&. Te e!$ ret& 6o#;$ e;p #& to e9a;#ate te o9era;; 9%e6 o" tra$%t%o!a; &tore&

o! te a&%& o" te t+pe o" er*a!$%&e te+ po&&e&& a!$ te a9erage &>#are "eet area.

!.1.1 S*2*--* +6 *7- Pr+89-

Te **e&& o" a #&%!e&& $epe!$& #po! %t& a%;%t+ to attra*t a!$ reta%! *#&toer& tat

are 6%;;%!g to p#r*a&e goo$& a!$ &er9%*e& at pr%*e& tat are pro"%ta;e to te *opa!+.

o!er per*ept%o! $e&*r%e& o6 *#&toer& a!$ pote!t%a; *#&toer& 9%e6 a *opa!+ a!$

%t& pro$#*t& a!$ &er9%*e&. o!er per*ept%o! %& %porta!t to #&%!e&&e& &%!*e %t *a!

%!";#e!*e *o!er ea9%o#r 6%* #;t%ate;+ a""e*t& te pro"%ta%;%t+ o" a #&%!e&&. Ma!+

#&%!e&&e& &pe!$ ;arge ao#!t& o" re&o#r*e& to %!";#e!*e *o!er per*ept%o!&.

o!er per*ept%o!& *a! $eter%!e te **e&& or "a%;#re o" a #&%!e&&. For

e=ap;e %" a *erta%! re&ta#ra!t a& a rep#tat%o! a& e%!g te e&t p%BBa p;a*e %! to6! te

ge!era; *o!er per*ept%o! %! te to6! %gt e tat +o# &o#;$ to go te re&ta#ra!t %" +o#

6a!t a goo$ p%BBa. T%& &e!t%e!t *o#;$ &tro!g;+ %!";#e!*e te p%BBa &op& a%;%t+ to a7e

pro"%t. O! te oter a!$ %" *o!er& a9e !egat%9e 9%e6& ao#t *opa!+ %t *o#;$ &er%o#&;+

aper re9e!#e **e&&. For %!&ta!*e %" a ar$6are &tore e*oe& 7!o6! "or *eap &o$$+

pro$#*t& *o!er& %gt a9o%$ p#r*a&%!g %t& goo$& #!;e&& te+ *a!!ot a""or$ %ger

>#a;%t+ goo$&.

!.1. R-)-2r/7 O8:-/*0;-

1. To eare te re;at%o!&%p et6ee! te $eograp%* 9ar%a;e& a!$ *o!er&C

per*ept%o!& to6ar$& orga!%Be$ reta%; &tore&.

2. To %$e!t%"+ te pop#;ar "a*tor& *o!tr%#t%!g %! "ra%!g *o!er&C per*ept%o!&.

3. To gge&t o6 *o!er&C per*ept%o!& a""e*t te%r &opp%!g.

H. To r%!g o#t te area& o" %pro9ee!t& %! reta%; &tore& a!$ to gge&t *opete!t a!$

%!!o9at%9e &trateg%e& "or reta%; &tore&.

!.1.! R-)-2r/7 Q(-)*0+


25/67

1. @at %& te re;at%o!&%p et6ee! ge!$er a!$ per*ept%o! "a*tor&X

2. @at %& te o&t pop#;ar "a*tor %! te *o!er per*ept%o!X

3. /o6 *o!er per*ept%o! a""e*t& te%r &opp%!g

H. @at are te %pro9ee!t& a!$ gge&t%o!& "or %!!o9at%9e reta%; &tore&X

!.1.4 H


26/67

/0. E!t#&%a& < 7!o6;e$ge o" re;%a!*e ep;o+ee& &tro!g;+ %!";#e!*e *#&toer

&at%&"a*t%o!.

H. Epat+

/0. I!$%9%$#a; atte!t%o! to *#&toer& &tro!g;+ %!";#e!*e& *#&toer &at%&"a*t%o!.

5. Ta!g%%;%t+

/0. Goo$ &tore a%e!*e &tro!g;+ %!";#e!*e& *#&toer &at%&"a*t%o!.

!.. THE STEPS FOLLOWED IN THE STUDY

2. D-)/r0*0;- r-)-2r/7

T%& $e&*r%pt%9e re&ear* %& a &t#$+ $e&%g!e$ to $ep%*t te part%*%pa!t& %! a! a**#rate 6a+.

A!$ %t %& a;; ao#t $e&*r%%!g peop;e 6o ta7e part %! te &t#$+. It %& #&e$ to $e&*r%e

*ara*ter%&t%*& o" a pop#;at%o! or pe!oe!o! e%!g &t#$%e$. I! t%& &t#$+ re&ear*er &e;e*te$

aro#!$ &%=t+ re&po!$e!t& tro#g ra!$o ≈%!g eto$ 6o are #&%!g 8ra%!& "oo$&

pro$#*t&3.3 RESEARCH DESIGN

O!*e te o,e*t%9e %& %$e!t%"%e$ tat !e=t &tep %& to *o;;e*t te $ata 6%* %& re;e9a!*e to

te pro;e %$e!t%"%e$ a!$ a!a;+Be te *o;;e*te$ $ata %! or$er to "%!$ o#t te %$$e! rea&o!&

"or te pro;e. Tere are t6o t+pe& o" $ata Pr%ar+ $ata a!$ Se*o!$ar+ $ata.

Data *o;;e*t%o! %& te eto$ o" gater%!g %!"orat%o!. Tere are 9ar%o#& eto$& o"

$ata *o;;e*t%o! * a& per&o!a; %!ter9%e6%!g te;epo!e e-a%; a!$ te I!ter!et. Depe!$%!g

o! te >#e&t%o!!a%re te&e eto$& *a! e #&e$ &eparate;+ or *o%!e$ ($ata). It %& a;&o a

tea o" r9e+ eto$o;og%&t& &pe*%a;%B%!g %! te #&e o" >#a;%tat%9e a!$ >#a!t%tat%9e re&ear*

eto$& to e!a!*e >#a!t%tat%9e e!>#%r+ a!$ proote goo$ pra*t%*e. Tere are t6o t+pe& o"

$ata Pr%ar+ $ata a!$ Se*o!$ar+ $ata.


27/67

1. Pr02r< D2*2

Pr%ar+ $ata a& ee! *o;;e*te$ $%re*t;+ "ro ≈e re&po!$e!t& tro#g

>#e&t%o!!a%re a!$ 6%t te e;p o" %!ter9%e6. To e!re te $ata *o;;e*t%o! %& %ta;e "or +

re&ear* p#rpo&e te "%r&t &tep o" te pr%ar+ $ata *o;;e*t%o! %& $e&%g!%!g te >#e&t%o!!a%re.

A**or$%!g to te re&ear* o,e*t%9e& a!$ >#e&t%o!& tere are 20 >#e&t%o!& o" >#e&t%o!!a%re

a9e ee! pro$#*e$. A;&o tro#g o&er9at%o!& a!$ $%&*#&&%o! 6%t $eparte!t ea$& a!$

e=e*#t%9e& pr%ar+ $ata a& ee! *o;;e*te$.

Q(-)*0+20r-

Te re&ear*er a!$ te re&po!$e!t& $o *oe %! *o!ta*t 6%t ea* oter %" t%& eto$

o" r9e+ %& a$opte$. #e&t%o!!a%re& are &e!$ to te re&po!$e!t& 6%t a re>#e&t to ret#r! a"ter

*op;et%!g te &ae. It %& te o&t e=te!&%9e;+ #&e$ eto$ %! 9ar%o#& e*o!o%* a!$

#&%!e&& r9e+& < re&ear*. #e&t%o!!a%re to e #&e$ #&t e prepare$ 9er+ *are"#;;+ &o tat

%t a+ pro9e to e e""e*t%9e %! *o;;e*t%!g te re;e9a!t %!"orat%o!.

S*r(/*(r-5 @(-)*0+20r-

U&%!g &tr#*t#re$ >#e&t%o!!a%re eto$ 6%* *o!ta%!& *;o&e-e!$e$ >#e&t%o!&

*o;;e*te$ te pr%ar+ $ata 6%t re&pe*t te pro;e *o&e!. Te >#e&t%o!& a9e &oe opt%o!&

"ro 6%* te re&po!$e!t& a9e to *oo&e a *o%*e. A& te a!&6er& ;%e 6%t%! a &pe*%"%e$

ra!ge te+ are *a;;e$ *;o&e-e!$e$ >#e&t%o!&.

Ope!-e!$e$ >#e&t%o!& are to&e >#e&t%o!& 6ere !o *o%*e& are g%9e! to re&po!$e!t& a!$

re&po!$e!t& are "ree to e=pre&& te%r *o%*e or a!&6er.

2. S-/+52r< D2*2

T+p%*a;;+ te a#=%;%ar+ $ata %& "ro pr%!te$ &o#r*e& (oo7& agaB%!e& per%o$%*a;&

a!$ tra$e !e6&paper&) a!$ e;e*tro!%* &o#r*e& (o!;%!e e$%a a!$ I!ter!et). Te oo7& are

ge!era; re&o#r*e& "or re&ear* re;ate$ to te teoret%*a; pport. Te ,o#r!a; %& $a%;+

%!"orat%o! %t *a! pro9%$e 9er+ #&e"#; re&o#r*e&. Te+ *a! pro9%$e te ;ate&t 9%e6& re&ear*

a!$ $e9e;ope!t %! &pe*%"%* area&. Te I!ter!et %& a;&o 9er+ #&e"#; "or $ata *o;;e*t%o! %!

part%*#;ar &oe pro"e&&%o!a; 6e&%te&. /ere &e*o!$ar+ $ata *o;;e*te$ "ro te=too7&

agaB%!e& a!$ te I!ter!et I a9e #&e$ &e*o!$ar+ $ata to pport te a*7gro#!$ o"

Re&ear* ;%terat#re re9%e6 a!$ *a&e &t#$%e&.

P+(92*0+

A;; te %te& #!$er *o!&%$erat%o! %! a!+ "%e;$ o" %!>#%r+ *o!&t%t#te a U!%9er&e or Pop#;at%o!. Te gro#p o" %!$%9%$#a;& #!$er &t#$+ %& 7!o6! a& pop#;at%o! or #!%9er&e.


28/67

Tere"ore te #!%9er&e %& te aggregate o" a;; te #!%t& to e &t#$%e$ to a!+ "%e;$ o" %!>#%r+.

A;; te *#&toer& o" te Re;%a!*e "re& are &e;e*te$ a& te pop#;at%o! "or te &t#$+. I! t%&

&t#$+ te pop#;at%o! %& *#&toer& o" te Re;%a!*e "re& aro#!$ To$#p#Ba a!$ %t& !eare&t

p;a*e&.S29-

Te ≈e 6a& ta7e! "ro te #!%9er&e o! ra!$o ≈%!g a&%& %! To$#p#Ba

a!$ %t& !eare&t p;a*e&. Te ≈e &%Be $e&%g!e$ "or t%& pro,e*t %& 100 7eep%!g %! %!$ te

#!a9a%;a%;%t+ o" t%e a!$ a;&o te *#&toer a&e o" te orga!%Bat%o! %! te re&ear* area. Te

≈%!g eto$ #&e$ "or t%& &t#$+ %& o!9e!%e!*e ≈%!g. Te ≈%!g #!%t %& o!e #&er

o" te 8ra%!& pro$#*t&.

Q(-)*0+20r-

T%& %& a! %porta!t a!$ 9er+ pop#;ar eto$ o" $ata *o;;e*t%o!. T%& %& a$opte$ +

%!$%9%$#a;& orga!%&at%o! a!$ go9er!e!t. I! t%& eto$ a >#e&t%o!!a%re %& prepare a!$ &e!t

to re&po!$e!t& + po&t. #e&t%o!!a%re %& a pr%!te$ ;%&t o" >#e&t%o!&. Te >#e&t%o!!a%re 6e!

&e!t to re&po!$e!t& a re>#e&t %& a$e tat te >#e&t%o!& &o#;$ e a!&6ere$ a!$ ret#r!e$.

Te **e&& o" te&e eto$ ;arge;+ $epe!$& o! te proper $ra"t%!g o" >#e&t%o!!a%re re>#%re$

a great $ea; o" &7%;; a!$ e=per%e!*e. ar%o#& e*o!o%* a!$ #&%!e&& r9e+ a;&o a7e #&e o"

t%& eto$ o" $ata *o;;e*t%o!.

!.4. DATA COLLECTION

For t%& &t#$+ te re&ear*er a& #&e$ Data *o;;e*t%o! too;&

#e&t%o!!a%re&

Per&o!a; %!ter9%e6

A >#e&t%o!!a%re 6a& #&e$ to #!$er&ta!$ te ea9%o#r o" #+er o" te pro$#*t a!$

#&er o" te pro$#*t. Te re&ear*er a!$ te re&po!$e!t& $o *oe %! *o!ta*t 6%t ea* oter %"

t%& eto$ o" r9e+ %& a$opte$. #e&t%o!!a%re& are &e!$ to te re&po!$e!t& 6%t a re>#e&t to

ret#r! a"ter *op;et%!g te &ae. It %& te o&t e=te!&%9e;+ #&e$ eto$ %! 9ar%o#& e*o!o%*

a!$ #&%!e&& r9e+& < re&ear*. #e&t%o!!a%re to e #&e$ #&t e prepare$ 9er+ *are"#;;+ &o

tat %t a+ pro9e to e e""e*t%9e %! *o;;e*t%!g te re;e9a!t %!"orat%o!.

!.". DATA PROCESSING METHOD


29/67

Te too;& #&e$ %! t%& &t#$+ are Per*e!tage A!a;+&%& I!$epe!$e!t T- Te&t O!e 6a+

ANOA a!$ % S>#are Te&t. Data a!a;+&%& 6a& $o!e #&%!g SPSS (Stat%&t%*a; Pa*7age "or

te So*%a; S*%e!*e&).

P-r/-*2- A29


30/67

A ;o6 *orre;at%o! *oe""%*%e!t (e.g. ;e&& ta! ]0.10) gge&t& tat te re;at%o!&%p et6ee! t6o

%te& %& 6ea7 or !o!-e=%&te!t. A %g *orre;at%o! *oe""%*%e!t (%.e. *;o&er to p;#& or %!#& o!e)

%!$%*ate& tat te $epe!$e!t 9ar%a;e (e.g. te &e*#r%t+& pr%*e) 6%;; #a;;+ *a!ge 6e! te

%!$epe!$e!t 9ar%a;e (e.g. a! %!$%*ator) *a!ge&.

Te $%re*t%o! o" te $epe!$e!t 9ar%a;e& *a!ge $epe!$& o! te &%g! o" te *oe""%*%e!t. I" te

*oe""%*%e!t %& a po&%t%9e !#er te! te $epe!$e!t 9ar%a;e 6%;; o9e %! te &ae $%re*t%o!

a& te %!$epe!$e!t 9ar%a;e %" te *oe""%*%e!t %& !egat%9e te! te $epe!$e!t 9ar%a;e 6%;;

o9e %! te oppo&%te $%re*t%o! o" te %!$epe!$e!t 9ar%a;e.

o# *a! #&e *orre;at%o! a!a;+&%& %! t6o a&%* 6a+&' to $eter%!e te pre$%*t%9e a%;%t+ o" a!

%!$%*ator a!$ to $eter%!e te *orre;at%o! et6ee! t6o &e*#r%t%e&.

@e! *opar%!g te *orre;at%o! et6ee! a! %!$%*ator a!$ a &e*#r%t+& pr%*e a %g po&%t%9e

*oe""%*%e!t (e.g. o9e te! ^0.J0) te;;& +o# tat a *a!ge %! te %!$%*ator 6%;; #a;;+ pre$%*t

a *a!ge %! te &e*#r%t+& pr%*e. A %g !egat%9e *orre;at%o! (e.g. ;e&& ta! -0.J0) te;;& +o#

tat 6e! te %!$%*ator *a!ge& te &e*#r%t+& pr%*e 6%;; #a;;+ o9e %! te oppo&%te

$%re*t%o!. Reeer a ;o6 (e.g. *;o&e to Bero) *oe""%*%e!t %!$%*ate& tat te re;at%o!&%p

et6ee! te &e*#r%t+& pr%*e a!$ te %!$%*ator %& !ot &%g!%"%*a!t.

orre;at%o! a!a;+&%& %& a;&o 9a;#a;e %! ga#g%!g te re;at%o!&%p et6ee! t6o &e*#r%t%e&.

O"te! o!e &e*#r%t+& pr%*e ;ea$& or pre$%*t& te pr%*e o" a!oter &e*#r%t+. For e=ap;e te

*orre;at%o! *oe""%*%e!t o" go;$ 9er& te $o;;ar &o6& a &tro!g !egat%9e re;at%o!&%p. T%&

ea!& tat a! %!*rea&e %! te $o;;ar #a;;+ pre$%*t& a $e*rea&e %! te pr%*e o" go;$.

PEARSON CORRELATION

orre;at%o! et6ee! &et& o" $ata %& a eare o" o6 6e;; te+ are re;ate$. Te o&t *oo!eare o" *orre;at%o! %! &tat& %& te Pear&o! orre;at%o!. Te "#;; !ae %& te Pear&o!

Pro$#*t Moe!t orre;at%o! or PPM. It &o6& te ;%!ear re;at%o!&%p et6ee! t6o &et& o"

$ata.

Te Pear&o! pro$#*t-oe!t *orre;at%o! *oe""%*%e!t %& a eare o" te &tre!gt o" te linear

relationship et6ee! t6o 9ar%a;e&. It %& re"erre$ to a& Pear&o!& *orre;at%o! or &%p;+ a& te

*orre;at%o! *oe""%*%e!t. I" te re;at%o!&%p et6ee! te 9ar%a;e& %& !ot ;%!ear te! te


31/67

*orre;at%o! *oe""%*%e!t $oe& !ot a$e>#ate;+ repre&e!t te &tre!gt o" te re;at%o!&%p et6ee!

te 9ar%a;e&.

Te &+o; "or Pear&o!& *orre;at%o! %& _ 6e! %t %& eare$ %! te population a!$

r 6e! %t %& eare$ %! a ≈e. 8e*a#&e 6e 6%;; e $ea;%!g a;o&t e=*;#&%9e;+ 6%t

≈e& 6e 6%;; #&e r to repre&e!t Pear&o!& *orre;at%o! #!;e&& oter6%&e !ote$. Pear&o!& r

*a! ra!ge "ro -1 to 1. A! r o" -1 %!$%*ate& a per"e*t !egat%9e ;%!ear re;at%o!&%p et6ee!

9ar%a;e& a! r o" 0 %!$%*ate& !o ;%!ear re;at%o!&%p et6ee! 9ar%a;e& a!$ a! r o" 1 %!$%*ate& a

per"e*t po&%t%9e ;%!ear re;at%o!&%p et6ee! 9ar%a;e&.

M-2

I! ateat%*& -2 a& &e9era; $%""ere!t $e"%!%t%o!& $epe!$%!g o! te *o!te=t.

I! proa%;%t+ a!$ &tat%&t%*& -2 a!$ e=pe*te$ 9a;#e are #&e$ &+!o!+o#&;+ to re"er to o!e

eare o" te *e!tra; te!$e!*+ e%ter o" a proa%;%t+ $%&tr%#t%o! or o" te ra!$o

9ar%a;e *ara*ter%Be$ + tat $%&tr%#t%o!.1 I! te *a&e o" a $%&*rete proa%;%t+

$%&tr%#t%o! o" a ra!$o 9ar%a;e X te ea! %& e>#a; to te o9er e9er+ po&&%;e 9a;#e

6e%gte$ + te proa%;%t+ o" tat 9a;#e tat %& %t %& *op#te$ + ta7%!g te pro$#*t o" ea*

po&&%;e 9a;#e x o" X a!$ %t& proa%;%t+ P( x) a!$ te! a$$%!g a;; te&e pro$#*t& togeter

g%9%!g .2 A! a!a;ogo#& "or#;a app;%e& to te *a&e o" a *o!t%!#o#&

proa%;%t+ $%&tr%#t%o!. Not e9er+ proa%;%t+ $%&tr%#t%o! a& a $e"%!e$ ea! &ee

te a#*+ $%&tr%#t%o! "or a! e=ap;e. Moreo9er "or &oe $%&tr%#t%o!& te ea! %& %!"%!%te'

"or e=ap;e 6e! te proa%;%t+ o" te 9a;#e %& "or ! 1 2 3 ....

For a $ata &et te ter& ar%tet%* ea! ateat%*a; e=pe*tat%o! a!$

&oet%e& a9erage are #&e$ &+!o!+o#&;+ to re"er to a *e!tra; 9a;#e o" a $%&*rete &et o" !#er&' &pe*%"%*a;;+ te o" te 9a;#e& $%9%$e$ + te !#er o" 9a;#e&. Te ar%tet%*

ea! o" a &et o" !#er& x1 x2 ... xn %& t+p%*a;;+ $e!ote$ + pro!o#!*e$ x ar. I" te

$ata &et 6ere a&e$ o! a &er%e& o" o&er9at%o!& ota%!e$ + ≈%!g "ro a &tat%&t%*a;

pop#;at%o! te ar%tet%* ea! %& tere$ te )29- -2 ($e!ote$ ) to $%&t%!g#%& %t

"ro te +(92*0+ -2 ($e!ote$ or ).

For a "%!%te pop#;at%o! te +(92*0+ -2 o" a propert+ %& e>#a; to te ar%tet%* ea! o"

te g%9e! propert+ 6%;e *o!&%$er%!g e9er+ eer o" te pop#;at%o!. For e=ap;e te

pop#;at%o! ea! e%gt %& e>#a; to te o" te e%gt& o" e9er+ %!$%9%$#a; $%9%$e$ + tetota; !#er o" %!$%9%$#a;&. Te ≈e ea! a+ $%""er "ro te pop#;at%o! ea!

https://en.wikipedia.org/wiki/Mathematicshttps://en.wikipedia.org/wiki/Probabilityhttps://en.wikipedia.org/wiki/Statisticshttps://en.wikipedia.org/wiki/Expected_valuehttps://en.wikipedia.org/wiki/Central_tendencyhttps://en.wikipedia.org/wiki/Probability_distributionhttps://en.wikipedia.org/wiki/Random_variablehttps://en.wikipedia.org/wiki/Random_variablehttps://en.wikipedia.org/wiki/Mean#cite_note-1https://en.wikipedia.org/wiki/Discrete_probability_distributionhttps://en.wikipedia.org/wiki/Discrete_probability_distributionhttps://en.wikipedia.org/wiki/Mean#cite_note-2https://en.wikipedia.org/wiki/Continuous_probability_distributionhttps://en.wikipedia.org/wiki/Continuous_probability_distributionhttps://en.wikipedia.org/wiki/Cauchy_distributionhttps://en.wikipedia.org/wiki/Data_sethttps://en.wikipedia.org/wiki/Arithmetic_meanhttps://en.wikipedia.org/wiki/Expected_valuehttps://en.wikipedia.org/wiki/Averagehttps://en.wikipedia.org/wiki/Sampling_(statistics)https://en.wikipedia.org/wiki/Statistical_populationhttps://en.wikipedia.org/wiki/Statistical_populationhttps://en.wikipedia.org/wiki/Mathematicshttps://en.wikipedia.org/wiki/Probabilityhttps://en.wikipedia.org/wiki/Statisticshttps://en.wikipedia.org/wiki/Expected_valuehttps://en.wikipedia.org/wiki/Central_tendencyhttps://en.wikipedia.org/wiki/Probability_distributionhttps://en.wikipedia.org/wiki/Random_variablehttps://en.wikipedia.org/wiki/Random_variablehttps://en.wikipedia.org/wiki/Mean#cite_note-1https://en.wikipedia.org/wiki/Discrete_probability_distributionhttps://en.wikipedia.org/wiki/Discrete_probability_distributionhttps://en.wikipedia.org/wiki/Mean#cite_note-2https://en.wikipedia.org/wiki/Continuous_probability_distributionhttps://en.wikipedia.org/wiki/Continuous_probability_distributionhttps://en.wikipedia.org/wiki/Cauchy_distributionhttps://en.wikipedia.org/wiki/Data_sethttps://en.wikipedia.org/wiki/Arithmetic_meanhttps://en.wikipedia.org/wiki/Expected_valuehttps://en.wikipedia.org/wiki/Averagehttps://en.wikipedia.org/wiki/Sampling_(statistics)https://en.wikipedia.org/wiki/Statistical_populationhttps://en.wikipedia.org/wiki/Statistical_population


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e&pe*%a;;+ "or &a;; ≈e&. Te ;a6 o" ;arge !#er& $%*tate& tat te ;arger te &%Be o" te

≈e te ore ;%7e;+ %t %& tat te ≈e ea! 6%;; e *;o&e to te pop#;at%o! ea! .

T


33/67

CHAPTER 4

4.1 ANALYSIS AND INTERPRETATION OF DATA

1.) Age o" re&po!$e!t&


34/67

RESPONDENTS AGE

Fre>#e!*+ Per*e!t a;%$ Per*e!t

##;at%9e

Per*e!t

a;%$ Age et6e! 1K to 2H 1H 1H.0 1H.0 1H.0

Age et6e! 25 to 3H 20 20.0 20.0 3H.0

Age et6e! 35 to HH 20 20.0 20.0 5H.0

Age et6e! H5 to 5H 2K 2K.0 2K.0 K2.0

Age et66e! 55 a!$

ao9e

1K 1K.0 1K.0 100.0

Tota; 100 100.0 100.0

14

20

20

28

1818-24

24-34

35-44

45-54

55 &Above

Ta

;e' H.1

art'H.1

I*-rr-*2*0+

Te ao9e p%e *art &o6%!g o#t o" 100 re&po!$e!t& tere are 1HQ o" te re&po!$e!t& are %!

te age gro#p o" 1K-2H. 20Q %! te age gro#p 2H-3H 20Q %! te age gro#p o" 35-HH 1KQ %!

te age gro#p o" H5-5H. 1KQ %! te age gro#p o" ao9e 55

2.) Ge!$er o" re&po!$e!t&.

RESPONDENTS GENDER


##;at%9e

Per*e!t

a;%$ Ma;e re&po!$e!t& H H.0 H.0 H.0

"ea;e re&po!$e!t& 5H 5H.0 5H.0 100.0Tota; 100 100.0 100.0


35/67

Ta;e' H.2

39

61

GENDER

Male

Female

artH.2

I*-rr-*2*0+

O#t o" 100 re&po!$e!t& 1 Q o" te re&po!$e!t& are "ea;e& a!$ a;a!*%!g 3Q o" *#&toer&

are a;e

3.) O**#pat%o! o" te re&po!$e!t&.

Ta;e' H.3

OCCUPATION OF THE RESPONDENTS


##;at%9e

Per*e!t

a;%$ #&%!e&& 1 1.0 1.0 1.0

Ep;o+e$ 2H 2H.0 2H.0 H0.0

St#$e!t 20 20.0 20.0 0.0

o#&e6%"e 30 30.0 30.0 0.0ret%re$<

oter&

10 10.0 10.0 100.0

Tota; 100 100.0 100.0


36/67

art'H.3I*-rr-*2*0+

Fro te ta;e a!$ *art ao9e %t %& *;ear tat o#t o" 100 re&po!$e!t& a,or%t+ are

o#&e6%9e&. Re&po!$e!t& 6o a9e ep;o+e$ or pr%9ate;+ ep;o+e$ are 2HQ a!$ 20 Q are

&t#$e!t&. O!;+ 1Q peop;e are a9%!g #&%!e&& a& a! o**#pat%o! a!$ o!;+ 10Q are %! te

*ategor+ o" ret%re$ a!$ oter&.H ) @at attra*t +o# o&t %! re;%a!*eX

MOST ATTRACT YOU MOST IN RELIANCE


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 1 1.0 1.0 1.0

Agree 3K 3K.0 3K.0 5H.0 Ne#tra; 22 22.0 22.0 J.0

$%&agree 10 10.0 10.0 K.0

Stro!g;+

$%&agree

1H 1H.0 1H.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.H

16

38

22

10

4

Customer service

!!ers a"# sc$emes

%ro#uct ualit'

(eac$ abilit'

%ro#uct variet'

art' H.H

I*-rr-*2*0+


37/67

Fro te ta;e a!$ "%g#re %t %& *;ear tat o&t o" te re&po!$e!t& %! re;%a!*e "re& 3KQ o" re&po!$e!t&

attra*te$ to re;%a!*e e*a#&e o" o""er& a!$ &*ee& 22Q attra*te$ 6%t pro$#*t >#a;%t+10Q are

%!tere&te$ 6%t rea* a%;%t+ . O!;+ HQ o" re&po!$e!t& are attra*te$ 6%t pro$#*t 9ar%et+.

5.) Te &tore ep;o+ee& are propt %! &er9%!g a!$ are 9er+ e;p"#;

STORE EMPLOYYES ARE PROMPT IN SERVING AND HELPFUL


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 22 22.0 22.0 22.0

Agree 5 5.0 5.0 JK.0

Ne#tra; 1 1.0 1.0 H.0

$%&agree H H.0 H.0 K.0

Stro!g;+ $%&agree 2 2.0 2.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.5

22

56

16

4 2

) stro"+l' a+ree

) A+ree

) ,eutral

) -isa+ree

) .tro"+l' #isa+ree

art' H.5

I*-rr-*2*0+

I! te ao9e *art &a+& 5Q o" re&po!$e!t& are agree tat re;%a!*e "re& ep;o+ee& are

propt %! &er9%!g a!$ 22Q &to!g;+ agree a!$ 1Q &a+& %t& !e#tra;.


38/67

.) Do +o# "ee; tat te re;%a!*e ep;o+ee& are e!t#&%a&t%* < 7!o6;e$gea;eX

RELIANCE EMPLOYEES AREENTHUSIASTIC>KNOWLEDGABLE


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 22 22.0 22.0 22.0

Agree 50 50.0 50.0 J2.0

Ne#tra; 1 1.0 1.0 KK.0

$%&agree 10 10.0 10.0 K.0

Stro!g;+

$%&agree

2 2.0 2.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.

22

50

16

102

stro"+l' a+reeA+ree

,eutral

-isa+ree

.tro"+l' #isa+ree

art' H.

I*-rr-*2*0+

"ro te ao9e *art 50Q o" te re;%a!*e "re& *#&toer& agree tat re;%a!*e ep;o+ee& are

e!t#&%a&t%* < 7!o6;e$gea;e 22Q &tro!g;+ agree a!$ 2Q &tro!g;+ $%&agree.

J) Are +o# &at%&"%e$ 6%t te o""er& %! re;%a!*eX


39/67

OFFER SATISFACTION


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 1K 1K.0 1K.0 1K.0

Agree H H.0 H.0 H.0

Ne#tra; 2H 2H.0 2H.0 KK.0

$%&agree K K.0 K.0 .0

Stro!g;+ $%&agree H H.0 H.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.J

18

46

24

84

tro"+l' a+ree

A+ree

,eutral isa+ree

tro"+l' #isa+ree

art' H.J

I!terpretat%o!I! te ao9e *art &a+& tat 1KQare &tro!g;+ agree$ 6%t te o""er& %! re;%a!*e HQ agree

6%t re;%a!*e &tore o""er& 2H Q are !e#tra; a!$ KQ &tro!g;+ $%&agree 6%t re;%a!*e &tore

o""er&K.) Are te Proot%o!a; o""er& &at%&"a*tor+X


40/67


41/67

INFLUENCE OF ADVERTISEMENT DISPLAY IN PURCHASE

DECISION


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 1 1.0 1.0 1.0

Agree H0 H0.0 H0.0 5.0

Ne#tra; 30 30.0 30.0 K.0

$%&agree 10 10.0 10.0 .0

Stro!g;+

$%&agree

H H.0 H.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.

16

40

30

104

tro"+l' a+ree

A+ree

,eutral isa+ree

tro"+l' #isa+ree

art' H.I*-rr-*2*0+

Fro te *art %t& *;ear tat H0Q o" te re&po!$e!t& %! te re;%a!*e &tore are agree

A$9ert%&ee!t D%&p;a+ /e;p %! P#r*a&e De*%&%o!30Q are !e#tra; 1Q &tro!g;+ agree& a!$

10 Q $%&agree

10.) Te re;%a!*e &ta"" a9e ""%*%e!t pro$#*t 7!o6;e$ge


42/67

STAFF KNOWLEDGE ABOUT PRODUCTS


##;at%9e

Per*e!t


Agree 5 5.0 5.0 JH.0

Ne#tra; 20 20.0 20.0 H.0

D%&agree 2 2.0 2.0 .0

Stro!g;+ $%&agree H H.0 H.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.10

18

56

20

2 4

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #isa+ree

art' H.10

I*-rr-*2*0+

Fro te ao9e ta;e a!$ *art 5Q o" te re&po!$e!t& agree 6%t re;%a!*e &ta"" a9e

""%*%e!t pro$#*t 7!o6;e$ge 20 Q o" te re&po!$e!t& are !e#tra; 1K Q &tro!g;+ agree a!$

HQ &tro!g;+ $%&agree.

11.) Te ;o*at%o! o" te &tore %& *o!9e!%e!t < pro=%ate


43/67

STORE LOCATION


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 12 12.0 12.0 12.0

Agree 30 30.0 30.0 H2.0

Ne#tra; 10 10.0 10.0 52.0

$%&agree .0 .0 5K.0

Stro!g;+ $%&agree H2 H2.0 H2.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.11

12

30

106

42

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #isa+ree

art' H.11

I*-rr-*2*0+

I! *art %t %& *;ear tat H2Q o" te re&po!$e!t& *;ear;+ $%&agree 6%t ;o*at%o! o" te &tore %&

*o!9e!%e!t < pro=%ate 30Q are agree &tore ;o*at%o! %& *o!9e!%e!t a!$ Q are $%&agree.

12.) Te Store pro9%$e& Mer*a!$%&e Fre& a!$ ;ate&t Pro$#*t&


44/67

MERCHANDISE OF FRESH AND LATEST PRODUCTS


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 1H 1H.0 1H.0 1H.0

Agree H H.0 H.0 0.0

Ne#tra; 22 22.0 22.0 K2.0

$%&agree 12 12.0 12.0 H.0

Stro!g;+ $%&agree .0 .0 100.0

Tota; 100 100.0 100.0

Ta;e' H.12

14

46

22

12

6

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #isa+ree

art' H.12

I*-rr-*2*0+

I! te *art %t &o6& tat HQ o" te re&po!$e!t& are agree$ tat Store pro9%$e& Mer*a!$%&e

Fre& a!$ ;ate&t Pro$#*t& 22Q o! te re&po!$e!t& are !e#tra; a!$ 12Q re&po!$e!t& are

$%&agree.

13.) Te &er9%*e at re;%a!*e &tore %& "a&t a!$ e""%*%e!tX


45/67

EFFICENCY OEF STORE SERVICE


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 12 12.0 12.0 12.0

Agree 5 5.0 5.0 K.0 Ne#tra; 20 20.0 20.0 KK.0

D%&agree K K.0 K.0 .0

Stro!g;+ $%&agree H H.0 H.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.13

12

56

20

84

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #isa+ree

art' H.13

I*-rr-*2*0+

I! te ao9e ta;e a!$ *art 5Q re&po!$e!t& ;ear;+ agree tat &er9%*e at re;%a!*e &tore %&

"a&t a!$ e""%*%e!t.20Q o" te re&po!$e!t& are !e#tra;12Q are &tro!g;+ agree 6%t tata!$ KQ

$%&agree.

1H.) Te &ta"" %! te Re;%a!*e &tore are e;p"#; %! p#r*a&e &e;e*t%o!


46/67

STAFF HELP IN PURCHASE DECISION


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 2H 2H.0 2H.0 2H.0

Agree HK HK.0 HK.0 J2.0 Ne#tra; 1 1.0 1.0 KK.0

$%&agree K K.0 K.0 .0

Stro!g;+ $%&agree H H.0 H.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.1H

24

48

16

64

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #isa+ree

art' H.1H

I*-rr-*2*0+

%! te ao9e p%e *art %t& *;ear tat HKQ agree &ta"" %! te Re;%a!*e &tore are e;p"#; %!

p#r*a&e &e;e*t%o! 2HQ &tro!g;+ Agree a!$ 1 Q!e#tra; Q $%&agree 6%t tat a!$ HQ o"

te re&po!$e!t& &tro!g;+ $%&agree.

15.) Do +o# get %!$%9%$#a; atte!t%o! %! te &tore.


47/67

INDIVIDUAL ATTENTION IN STORE


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree .0 .0 .0

Agree 5 5.0 5.0 2.0 Ne#tra; 2H 2H.0 2H.0 K.0

$%&agree 10 10.0 10.0 .0

Stro!g;+ $%&agree H H.0 H.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.15

6

56

24

104

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #isa+ree

art' H.15

I*-rr-*2*0+

Fro te re&ear* %t& &o6& tat o&t o" te *#&toer& get %!$%9%$#a; atte!t%o! %! te

&tore.2HQ o" te re&po!$e!t& are !e#tra; op%!%o! 10Q $%&agree 6%t tat Q o" te

re&po!$e!t& are &tro!g;+ $%&agree 6%t %t.

1.) Te Store pro9%$e& te "a*%;%t+ to 7eep +o#r per&o!a; 8e;o!g%!g&


48/67

PERSONAL BELONGINGS KEEPING FACILITY


##;at%9e

Per*e!t


Agree 50 50.0 50.0 JK.0

Ne#tra; 10 10.0 10.0 KK.0

$%&agree K K.0 K.0 .0

Stro!g;+ $%&agree H H.0 H.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.1

28

50

10

84

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #is a+ree

art' H.1

I*-rr-*2*0+

A**or$%!g to *#&toer re&po!&e %! re;%a!*e &tore To$#p#Ba 50Q o" te re&po!$e!t& agree

Store pro9%$e& te "a*%;%t+ to 7eep per&o!a; 8e;o!g%!g&2K Q &tro!g;+ agree a!$ 10 Q o" te

re&po!$e!t& a9%!g te !e#tra; re&po!&e.

1J.) Te &tore a%e!*e *;ea! a!$ 6%t r%gt ;%gt%!g


49/67

STORE AMBIENCE


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree K K.0 K.0 K.0

Agree 5 5.0 5.0 H.0 Ne#tra; 2 2.0 2.0 0.0

D%&agree .0 .0 .0

Stro!g;+ $%&agree H H.0 H.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.1J

8

56

26

84

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #isa+ree

art' H.1J

I*-rr-*2*0+

Fro te ao9e ta;e a!$ te *art &a+& 5Q o" te re&po!$e!t& agree tat &tore a%e!*e

*;ea! a!$ 6%t r%gt ;%gt%!g 2Q are !e#tra; re&po!*eKQ o" te re&po!$e!t& are $%&agree

6%t tat.

1K.) Te Pr%*e tag& are *o!9e!%e!t to &ee


50/67

PRICE TAG DISPLAY


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 1 1.0 1.0 1.0

Agree HH HH.0 HH.0 0.0 Ne#tra; 30 30.0 30.0 0.0

$%&agree .0 .0 .0

Stro!g;+ $%&agree H H.0 H.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.1K

16

44

30

64

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #isa+ree

art' H.1K

I*-rr-*2*0+

I! te *art HHQ o" te re&po!$e!t& agree tat Pr%*e tag& are *o!9e!%e!t to &ee 30Q are

!e#tra; re&po!&e.1Q &tro!g;+ agree& tat Q $%&agree HQ &tro!g;+ D%&agree.

1.) Te &tore a& *;ea! a!$ Ma%!ta%!e$ Re&troo&X


51/67

CLEAN AND MAINTAINED RESTROOMS


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 10 10.0 10.0 10.0

Agree 0 0.0 0.0 J0.0 Ne#tra; 1K 1K.0 1K.0 KK.0

$%&agree K K.0 K.0 .0

Stro!g;+ $%&agree H H.0 H.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.1

10

60

18

84

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #isa+ree

art' H.1

I*-rr-*2*0+

I! ao9e ta;e a!$ te *art 0 Q o" te re&po!$e!t& &a+& &tore a& *;ea! a!$ Ma%!ta%!e$

Re&troo& 10Q &tro!g;+ agree 6%t tat 1KQ o" te re&po!$e!t& are !e#tra; a!$ &tro!g;+

$%&agree re&po!$e!t& are HQ

20.) Are +o# gett%!g Mer*a!$%&e o" %g #a;%t+ o" D%""ere!t 8ra!$& a!$ ar%et%e&X


52/67

MERCHANDISE OF HIGH QUALITY BRANDS AND VARIETES


##;at%9e

Per*e!t


Agree 50 50.0 50.0 K.0 Ne#tra; 2H 2H.0 2H.0 2.0

$%&agree .0 .0 K.0

Stro!g;+ $%&agree 2 2.0 2.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.20

18

50

24

6 2

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #isa+ree

art' H.20

I!terpretat%o!

I! te ao9e *art &a+& 50Q re&po!$e!t& ;ear+ agree tat re;%a!*e &tore pro9%$e& %g

#a;%t+ o" D%""ere!t 8ra!$& a!$ ar%et%e& pro$#*t& to te 2HQ a9%!g !e#tra;

re&po!&e1KQ o" te re&po!$e!t& &tro!g;+ agree 6%t %t.

21.) Te &tore ;a+o#t %& attra*t%9e at re;%a!*e


53/67

ATTRACTIVENESS OF STORE LAYOUT


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 10 10.0 10.0 10.0

Agree 52 52.0 52.0 2.0 Ne#tra; 22 22.0 22.0 KH.0

$%&agree 10 10.0 10.0 H.0

Stro!g;+ $%&agree .0 .0 100.0

Tota; 100 100.0 100.0

Ta;e' H.21

10

52

22

10

6

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #isa+ree

art' H.22

I!terpretat%o!

Fro te ao9e *art 52Q o" te re&po!$e!t& &a+& tat ;a+o#t %& attra*t%9e at re;%a!*e10 Q

&tro!g;+ agree& tat 22Q !e#tra; re&po!&e a!$ 10Q $%&agree 6%t tat .

22.) Are +o# gett%!g te pro%&e$ Ser9%*e& %! te &tore


54/67

PROMISED SERVICE DELIVERY


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 2 2.0 2.0 2.0

Agree 52 52.0 52.0 5H.0 Ne#tra; 32 32.0 32.0 K.0

$%&agree K K.0 K.0 H.0

Stro!g;+ $%&agree .0 .0 100.0

Tota; 100 100.0 100.0

Ta;e' H.22

2

5232

8

6

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #is a+ree

art' H.22

I*-rr-*2*0+

I! te ao9e $%agra a!$ ta;e o&t o" te *#&toer& are agree tat te+ get pro%&e$

Ser9%*e& %! te &tore 32Q o" te re&po!$e!t& are !e#tra; KQ o" te *#&toer& are $%&agree

6%t %t Q o" te *#&toer& are &tro!g;+ $%&agree 6%t %t.

23.) I& te &tore a%e!*e %& 9er+ e;p"#; "or &opp%!gX


55/67

STORE AMBIENCE IN SHOPPING


##;at%9e

Per*e!t

a;%$ Stro!g;+ Agree 10 10.0 10.0 10.0

Agree 52 52.0 52.0 2.0 Ne#tra; 30 30.0 30.0 2.0

D%&agree H H.0 H.0 .0

Stro!g;+ $%&agree H H.0 H.0 100.0

Tota; 100 100.0 100.0

Ta;e' H.23

10

52

30

4 4

tro"+l' a+ree

A+ree

,eutral

isa+ree

tro"+l' #isa+ree

art' H.23

I!terpretat%o!

Fro te Ao9e ta;e a!$ grap 52Q o" te re&po!$e!t& agree tat &tore a%e!*e %& 9er+

e;p"#; "or &opp%!g a!$ 10Q are &tro!g;+ agree 30Q o" te re&po!$e!t& are !e#tra; a!$ HQ

o" te re&po!$e!t& are $%&agree a!$ &tro!g;+ $%&agree.

Re;%a%;%t+

/1 O""er& at re;%a!*e are &tro!g;+ %!";#e!*e *#&toer &at%&"a*t%o!


56/67

D-)/r0*0;- S*2*0)*0/)

Mea! St$. De9%at%o! N

SATISFATION OF STORE

SERIES

2.3 .3K 100

OFFER SATISFATION 2.3H .J 100

C+rr-92*0+)

SATISFATION OF

STORE SERIES

OFFER

SATISFATION

Pear&o! orre;at%o! SATISFATION OF STORE

SERIES

1.000 .HK

OFFER SATISFATION .HK 1.000

S%g. (1-ta%;e$) SATISFATION OF STORE

SERIES

. .000

OFFER SATISFATION .000 . N SATISFATION OF STORE

SERIES

100 100

OFFER SATISFATION 100 100

M+5-9 S(2r<

Mo$

e; R

R

S>#are

A$,#&te$ R

S>#are

St$. Error

o" te

E&t%ate

a!ge Stat%&t%*&

R S>#are

a!ge

F

a!ge $"1 $"2

S%g. F

a!ge

1 .HKa .K .KK .300 .K KJ1.1 1 K .000

a. Pre$%*tor&' (o!&ta!t) OFFER SATISFATION

C+-660/0-*)2

Mo$e;

U!&ta!$ar$%Be$

oe""%*%e!t&

Sta!$ar$%Be$

oe""%*%e!t&

t S%g.

5.0Q o!"%$e!*e I!ter9a;

"or 8

8 St$. Error 8eta o6er 8o#!$ Upper 8o#!$

1 (o!&ta!t) .2JH .0JJ 3.5J .001 .122 .H2

OFFER

SATISFATION

.K2 .030 .HK 2.51 .000 .K32 .51

a. Depe!$e!t ar%a;e' SATISFATION OF STORE SERIES


57/67

I*-rr-*2*0+

Te ea! 9a;#e o" &tore o""er& at re;%a!*e &tore %& 2.3H t%& &o6& tat te *#&toer& agree

tat te+ are &at%&"%e$ 6%t re;%a!*e &tore o""er&. Te Pear&o! *orre;at%o! 9a;#e %& 0.HK t%&

&o6& tat o""er& %! re;%a!*e &tro!g;+ %!";#e!*e %! *#&toer &at%&"a*t%o!. Tere "or te

+pote&%& a+ e a**epte$.

Re&po!&%9e!e&&

/2 Propt!e&& o" re;%a!*e &ta"" &tro!g;+ %!";#e!*e *#&toer &at%&"a*t%o!

D-)/r0*0;- S*2*0)*0/)


SATISFATION OF STORE

SERIES

2.3 .3K 100

STORE EMPOES ARE

PROMPT IN SERING AND

/EPFU

2.0K .KH 100


58/67

C+rr-92*0+)

SATISFATION OFSTORE SERIES

STORE EMPOES

ARE PROMPT IN

SERING AND/EPFU

Pear&o! orre;at%o! SATISFATION OF STORE SERIES 1.000 .KJJ

STORE EMPOES ARE PROMPT IN

SERING AND /EPFU

.KJJ 1.000

S%g. (1-ta%;e$) SATISFATION OF STORE SERIES . .000


SERING AND /EPFU

.000 .

N SATISFATION OF STORE SERIES 100 100


SERING AND /EPFU

100 100

M+5-9 S(2r<

Mo$e; R R S>#are

A$,#&te$ R

S>#are

St$. Error o"

te E&t%ate

a!ge Stat%&t%*&

R S>#are

a!ge F a!ge $"1 $"2 S%g. F a!ge

1 .KJJa .J .JJ .H53 .J 32.52 1 K .000

a. Pre$%*tor&' (o!&ta!t) STORE EMPOES ARE PROMPT IN SERING AND /EPFU


59/67

C+-660/0-*)2

Mo$e;

U!&ta!$ar$%Be$ oe""%*%e!t&

Sta!$ar$%Be$

oe""%*%e!t&

t S%g.

5.0Q o!"%$e!*e I!ter9a; "or

8

8 St$. Error 8eta o6er 8o#!$ Upper 8o#!$

1 (o!&ta!t) .3H5 .120 2.KJ0 .005 .10J .5KH

STORE EMPOES

ARE PROMPT IN

SERING AND

/EPFU

. .05H .KJJ 1K.0J2 .000 .K2 1.0J5

a. Depe!$e!t ar%a;e' SATISFATION OF STORE SERIES

I*-rr-*2*0+

Te ea! 9a;#e o" &tore ep;o+ee& e%!g propt %! &er9%*e& %& 2.0K. T%& &o6& tat te

re&po!$e!t& agree to t%& &tatee!t. Te Pear&o! *orre;at%o! 9a;#e %& 0.KJJ a!$ &o6& a

&tro!g %!";#e!*e o! *#&toer &at%&"a*t%o!. Tere "or te +pote&%& a+ e a**epte$.

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Documents

Abhilash Sebastian Final Project (1)