Emerging Issues in Organized Retailingjoics.org/gallery/ics-2208.pdf · Emerging Issues in Organized Retailing (A study conducted in Varanasi) Dr. D B Singh, Director, RSMT, U P College

Emerging Issues in Organized Retailing

(A study conducted in Varanasi)

Dr. D B Singh, Director, RSMT, U P College Campus, Varanasi

1.0 Retailing: An Introduction

Retailing is the product or service distribution process, which entails the merchandise selling

activities directly to end consumer. Thus retailing involves all the activities from the point of

purchase to point of use. Retailing, is essentially selling of merchandise / services to the

customers / consumers. In other words it is the selling of goods / services to comparatively

larger number of customers. However in retailing, the transfer of value must take place between

the concerned parties. Thus the retail may be considered as selling of goods / services to end

users, not for reselling, but for the use and consumption by the end user / consumer / customer.

Retailers may be considered as the last value point in the value chain that starts at the

manufacturer and ends at customers. Retailing is a specialized activity in a sense that it requires

special skills / resources to have proper interaction with the end customers. It allows the

manufacturers to concentrate on manufacturing the products or producing the services without

bothering on the tedious efforts to be invested on to interact with the consumers. The retailers

therefore would have to purchase the goods and services for the use of consumers. This is the

reason that retailers employ sales people and retailing happens to be very important activity of

marketing. Retailers display about the features of the goods / service its price and quantity etc.

The Indian retail industry especially in organized sector has emerged as the most potent and fast-

moving industry. The retail industry is all set to touch US $1 trillion mark by the end of 2020.

According to Department of Industrial Policies and Promotion the FDI equity worth US$ 1.66

billion during April 2000–March 2019 has been there in India. It is expected that by 2021 the

traditional retail (Non-Organized sector) will retain a lion’s market share of 75%, whereas

organized retail sector will attain 18% of market share and e-commerce may touch 7% of the

overall market share. Experts believe that the long-term perspective for retail industry is

encouraging, as it is well supported by increasing incomes, favorable lifestyles and

demographics, interest and investment of foreign players in Indian market, and the winds of

urbanization.

Journal of Information and Computational Science

Volume 10 Issue 1 - 2020

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2.0 Organized and Non-organized Retailing

The retailing can be divided into two groups:

1) Organized Retailing

2) Non-organized Retailing

Organized retailing for the purpose of present study refers to selling / commercial activities of a

retailer, who is registered for corporate tax, GST and income tax, etc. Such retailers may include

the company owned retail outlets and retail chains. Non-organized retailing, for the purpose of

present study, is considered as the traditional shops in the marketplace, such as, kirana shops,

general stores, beetle shops and pavement vendors etc. It is an astonishing fact that despite of

huge population and a growing middle class segment, huge market share to the tune of 91% is

owned by non-organized retailers or Kirana Shops. As a consequence organized retail segment’s

share is therefore miniscule and can be said to have a mere 9% market share. As per the latest

report conducted jointly by Deloitte and Retailers Association of India, since the Internet density

has increased in India and as a result more number of global retailers have started operations in

the country, the market share of organized retail may be doubled by 2021.

In India the retail sector is the second most employment provider after Agriculture. Therefore

Indian retail sector has got tremendous opportunities both for the job seekers and the business

units. With the Indian economy taking positive strides specially post 1990 and conducive to the

FDIs we may expect more investment in this sector. The key players in the organized retail have

responded positively to it and have invested in the retail segment. Now the organized retailers are

taking good amount of risks and are moving to smaller towns even to open organized retail

outlets. Around a decade ago such organized retailing was seen in metro cities and state capitals.

But now the towns like Varanasi, Bhadohi, Jaunpur , Faizabad and Sultanpur are witnessing the

retail outlets. It was this background that we thought to conduct a market suvey to fathom the

mood of the consumers / customers on a variety of issues pertaining to organized retailing.

3.0 Research Design

The present endeavor is an exploratory research which attempts to assess and examine the

customers’ perception about organized and non-organized retailing. The study also aims at

searching for some solutions so as to improve the present situation of organized retailing and

provide a guideline to industry for better functioning. This research design contains answers to

the following questions:

What the study is about and the types of data that are needed?

The study attempts to find out customer perception about the organized retailing in Varanasi. We

have included the customers / respondents from various age groups, income level and education



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level in this survey. Because of resource constraints, we have included only following retail

outlets.

1. Jalans

2. Big Bazar

3. Vishal Mega Mart

4. V- Mart

5. Spencer’s

6. Sunrise Food and Shoppe

7. Any Other retailer (as respondents mention)

Why the study is being made?

As mentioned in earlier paragraphs, there is tremendous potential of organized retailing in a huge

country like India. India a big market and therefore it may attract many global companies in the

retail sector as well. Given the fact that organized retailing consists of on 10-12% market share,

there is tremendous potential in this sector. The main objective of this survey based study is to

examine the perception of the consumers towards retail industry in general and organized

retailing in particular. We have conducted in Varanasi so that we can understand the consumer

behavior of the residents of Varanasi towards organized retailing. It is expected that the study

would open new vistas of information to be used in furtherance of research on the issues. It

would also discover newer facts, which can be of great help to explore the microscopic research

at later stage.

Where the needed data can be found?

The data is gathered by means of a structured questionnaire. This has helped significantly in

recording the responses. However the responses have been taken from the respondents in open

environment. There have been open ended and close ended questions in the questionnaire.

In what areas the study will be carried out?

As already mentioned the study has been conducted in Varanasi. Varanasi is also known as

Benares or Banaras or Kashi. It is considered to be the ancient city of the world and has a

spread from the banks of holy river Ganga to river Varuna. It is some 280 km away from

Lucknow, the capital of Uttar Pradesh. Varanasi is considered to be the most sacred religious

place by Hindus and world famous Sri Kashi Viswanath Temple is there. Varanasi is located

along NH 2 and there is very good connectivity through Roadways, Railways and Airways.



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When or what periods of time the study will conclude?

The research work is based on analysis of the views and attitudes of the respondents. We have

collected the data as per questionnaire. We have devoted ample time to collect the data.

Approximately one month time was spent in the data collection.

How much material will be needed?

We have contacted 100 respondents in Varanasi. The respondents were taken from various

segments. The various segments that we considered are Education, Gender, Age Group,

Occupation, and Income (in Rs.).

What bases of selection will be used?

We have used simple random sampling as the population under study is homogeneous to some

extent. We are using simple random sampling so that we may use normal statistic or z variate

without any difficulty.

What techniques data collection will be adopted?

The data has been gathered by means of Questionnaire. For the sake of present study, we have

made concerted efforts to make data collection process quite structured. The questions prescribed

in the questionnaire are structured and have been put in sequential manner so that specific

answers to specific questions could be had. This helps in the further mathematical and subjective

analysis of questionnaire. Further in the data collection method both methods viz. Interview and

the Questionnaire have been used so that the further discussions, if any could also take place.

4.0 Hypotheses

The various hypotheses which have been tested under the study are mentioned below.

Null Hypothesis H001

Organized retailers have larger inventories of groceries than small grocery shops

Alternative Hypothesis H101

Organized retailers don’t have larger inventories of groceries than small grocery shops


Organized retailers have huge space and they are not crowded


Organized retailers don’t have huge space and they are crowded



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Customers visit organized retailer whenever they need some enjoyment.


Customers don’t visit organized retailer for the enjoyment.


Customers visit only one organized retailer or bazaar.


Customers visit more than one organized retailer or bazaar


Customers visit the organized retailer because it works ethically about products/services.


Customers consider the organized retailer as unethical about their products/services.


Customers visit the organized retailer because of the freshness of grocery


Customers don’t visit the organized retailer because the grocery items are not fresh


Customers visit organized retailer for the time pass.


Customers don’t visit organized retailer for the time pass.


Customers visit the particular organized retailer because it gives discounts on MRP.


Customers don’t visit the particular organized retailer for the discounts on MRP


Customers visit organized retailer because their prices are economical and affordable



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Customers visit organized retailer because their prices are economical and affordable


Customers visit the organized retailer because of new price offers / discounts offered


Customers don’t visit the organized retailer because of new price offers / discounts offered


Customers visit the organized retailer because it gives special discounts at the time of festival


Customers don’t visit the organized retailer because of special discounts at the time of festival

5.0 Data Collection and Observation

1. Gender of Respondents: We have collected information from 65 Females and 35 Males.

They were served the questionnaire and asked to give their opinion.

65

35

Gender (No. of Respondents)

Females

Males



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2. Educational Level of the Respondents: We have contacted the literate persons. The

education level of the respondents is displayed in pie chart as under.

3. Income Level of the Respondents: We have contacted respondents from different

income level segments so as to understand the issues in a better way.

4. Preference of Respondents on Organized Retailers: The respondents were asked to

give their preference for the organized retailers they visit. We had given limited options,

yet they could have specified their own choice. The data so collected is given in Table 1

75

214

Educational level of trhe respondents

Post Graduates

Graduates

Undergraduate

44

1432

34

3

Monthly Income Level of Respondents

Less Than 15000

15 k - 25 k

25 k - 35 k

35 k - 45 k

45 k - 60 k

More than 60 k



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Table1: Preference of Respondents on Organized Retailers

Sl.

No.

Name of Retailer No of Respondents Total %age

Male Female

1 Jalans 9 21 30 20

2 Big Bazar 20 32 52 35

3 Vishal Mega Mart 6 11 17 11

4 V Mart 4 7 11 7

5 Spencer’s 7 12 19 13

6 Sunrise Food and

Shoppe

1 3 4 3

7 Others 6 11 17 11

Total 150 100

Data Observations:

1. More females (65%) in comparison to Males (35%) have been included. This may

introduce some bias in the final analysis / recommendations.

2. All the respondents have acquired Graduation / Post Graduation / Ph D Degrees. This

may also lead to some bias in the final recommendations. The respondents from other

educational backgrounds or the illiterate respondents have not been included.

3. As per the survey, Big Bazar is market leader followed by Jalans and Spenser’s. Vishal

Mega Mart, V Mart and Sunrise occupy next slot. The respondents have also preferred

other retailers such as Ganga, Patanjali, Pantaloon, Easy Day etc.

4. The first two observations can also be termed as main limitations of the present survey.

The final recommendations / inferences may also be affected by these factors.

20

3511

7

13

311

Preference of Respondents

Jalans

Big Bazar

Vishal Mega Mart

V Mart

Spencer's

Sunrise Food and Shoppe

Others



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6.0 Data Compilation

The respondents both males and females gave their opinions on different questions, as below.

Table 2: Mapping of Questionnaire With the Questions related to Customers’ Perception

Ques.

No.

Parameters Males (35) Females (65) Total

Yes %age Yes %age

1. Organized retailers have larger inventories of

groceries than small grocery shops

27 77 44 68 71

2. Organized retailers have huge space and they are

not crowded

29 83 39 60 68

3. Customers visit organized retailer whenever they

need some enjoyment

14 40 31 48 45

4. Customers visit only one organized retailer or

bazaar

18 51 33 51 51

5. Customers visit the organized retailer because it

works ethically about products/services

28 80 45 69 73

6. Customers visit the organized retailer because of

the freshness of grocery

31 88 44 68 75

7. Customers visit organized retailer for the time

pass

09 26 12 18 21

8. Customers visit the particular organized retailer

because it gives discounts on MRP

25 71 51 78 76

9. Customers visit organized retailer because their

prices are economical and affordable

33 94 48 74 81

10. Customers visit the organized retailer because of

new price offers / discounts offered

31 88 50 77 81

11. Customers visit the particular organized retailer

because it gives special discounts at the time of

festival

32 91 46 71 78

7.0 Data Analysis and Hypotheses Testing

The Z statistic has been used to test the difference between the population and sample mean

under the consideration of Null Hypothesis. In the present study there are 11 null hypotheses to

be tested against respective alternative hypotheses. We have hypothesized that the observed

differences are not statistically significant, that is, we have hypothesized that the observed

difference could easily have occurred by chance because of the sampling variation. Such a

hypothesis is called a ‘Null Hypothesis’. If there are evidences that lead us to reject the null



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hypothesis we will be able to infer that the observed difference is too large to have occurred by

chance due to sampling variation. This also leads us to infer that the observed difference must

reflect a real difference that exists in the population being studied. The Z test has been applied to

the composite data (responses of males and females both).

Testing of Null Hypothesis#1: Organized retailers have larger inventories of groceries in

comparison to smaller shops

This hypothesis is to be tested against the alternative hypothesis that the organized retailers have

huge space and they are not. We are using Z variable (Standard Normal Variate) as test Statistic.

We are using 50% as cutoff value. Suppose N represents the proportion of the respondents

saying that retailers have larger inventories of the groceries. Therefore we want to test:

H001: N0.5, Against Alternative hypothesis H101: N< 0.5

No. of respondents mentioning that the organized retailers have larger inventories = 71

No. of respondents admitting that organized retailers do not have larger inventories = 29

Total No. of respondents = 100

Fraction of the respondents saying that organized retailers have larger inventories = 0.71

Fraction of the respondents saying that organized retailers don’t have larger inventories = 0.29

Zcal = (0.71 - 0.5) X (100/ 0.5X 0.5)

= 0.21 X 20

= 4.2

Ztab at 10% level of significance is 1.645


Comments: Both the above values are less than the calculated value therefore the null

hypothesis in this case may be accepted. Therefore we can infer that the organized retailers have

larger inventories in comparison to smaller grocery shops.

Testing of Null Hypothesis#2: Organized retailers have huge space and are not crowded

This hypothesis is to be tested against the alternative hypothesis that the organized retailers do

not have huge space and they are not crowded. We are using Z variable (Standard Normal

Variate) as test Statistic. We are using 50% as cutoff value. Suppose N represents the proportion

of the respondents saying that organized retailers have huge space. Therefore we want to test:


No. of respondents mentioning that the organized retailers have huge space = 68

No. of respondents admitting that organized retailers do not have huge space = 31


Fraction of the respondents saying that organized retailers have huge space = 0.68

Fraction of the respondents saying that organized retailers don’t have huge space = 0.31



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Zcal = (0.68 - 0.5) X (100/ 0.5X 0.5)

= 0.18 X 20

= 3.6




hypothesis in this case may be accepted. Therefore we can infer that the organized retailers have

huge space and they are not crowded.

Testing of Null Hypothesis#3: Customers visit organized retailer whenever they need some

enjoyment

This hypothesis is to be tested against the alternative hypothesis that customers visit the

organized retailers whenever they need some enjoyment. We are using Z variable (Standard

Normal Variate) as test Statistic. We are using 50% as cutoff value. Suppose N represents the

proportion of the respondents saying that they visit for the enjoyment. Therefore we want to test:


No. of respondents mentioning that they visit the retail outlets for enjoyment = 45

No. of respondents admitting that they don’t visit the retail outlets for enjoyment = 55


Fraction of the respondents saying that they visit the retail outlets for enjoyment = 0.45

Fraction of the respondents saying that they don’t visit the retail outlets for enjoyment = 0.55

Zcal = (0.45 - 0.5) X (100/ 0.5X 0.5)

= - 0.05 X 20

= - 1.0



Comments: Both the above values are more than the calculated value therefore the null

hypothesis in this case may be rejected. Therefore we can infer that the customers don’t visit the

organized retailers for enjoyment only.

Testing of Null Hypothesis#4: Customers visit only one organized retailer or bazaar

This hypothesis is to be tested against the alternative hypothesis that customers visit only a

specific retail outlet. We are using Z variable (Standard Normal Variate) as test Statistic. We are

using 50% as cutoff value. Suppose N represents the proportion of the respondents saying that

they visit only one retail outlet. Therefore we want to test:


No. of respondents mentioning that they visit only a particular retail outlet = 51



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No. of respondents admitting that they don’t visit a specific retail outlet = 49


Fraction of the respondents saying that they visit only a particular retail outlet = 0.51

Fraction of the respondents saying that they don’t visit a specific retail outlet = 0.49

Zcal = (0.51 - 0.5) X (100/ 0.5X 0.5)

= 0.01 X 20

= 0.2



Comments: Both the above values are more than the calculated value therefore the null

hypothesis in this case may be rejected. Therefore we can infer that the customers don’t visit a

specific retail outlet.

Testing of Null Hypothesis#5: Customers visit the organized retailer because it works

ethically about products/services

This hypothesis is to be tested against the alternative hypothesis that customers visit the retail

outlets because they work ethically about the products and services. We are using Z variable

(Standard Normal Variate) as test Statistic. We are using 50% as cutoff value. Suppose N

represents the proportion of the respondents saying that the retailers work ethically. Therefore we

want to test:


No. of respondents mentioning that retail outlets work ethically = 73

No. of respondents saying that retail outlets don’t work ethically = 27


Fraction of the respondents saying that retail outlets work ethically = 0.73

Fraction of the respondents saying that retail outlets don’t work ethically = 0.27

Zcal = (0.73 - 0.5) X (100/ 0.5X 0.5)

= 0.23 X 20

= 4.6




hypothesis in this case may be accepted. Therefore we can infer that the organized retail outlets

work ethically about the products and services being offered.



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Testing of Null Hypothesis#6: Customers visit the organized retailer because of the freshness

of grocery


outlets because they provide fresh grocery items. We are using Z variable (Standard Normal


of the respondents saying that the retailers provide fresh groceries. Therefore we want to test:


No. of respondents mentioning that retailers provide fresh groceries = 75

No. of respondents admitting that retailers don’t provide fresh groceries = 25


Fraction of the respondents saying that retailers provide fresh groceries = 0.75

Fraction of the respondents saying that retailers don’t provide fresh groceries = 0.25

Zcal = (0.75 - 0.5) X (100/ 0.5X 0.5)

= 0.25 X 20

= 5.0





provide fresh groceries to the customers.

Testing of Null Hypothesis#7: Customers visit organized retailer for the time pass


outlets because they provide fresh grocery items. We are using Z variable (Standard Normal


of the respondents saying that they visit the retail outlets for the time pass. Therefore we want to

test:


No. of respondents mentioning that they visit for time pass = 21

No. of respondents admitting that they don’t visit for time pass = 79


Fraction of the respondents saying that they visit for time pass = 0.21

Fraction of the respondents saying that they don’t visit for time pass = 0.79

Zcal = (0.21 - 0.5) X (100/ 0.5X 0.5)

= - 0.29 X 20

= - 5.8




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Comments: Both the above values are much more than the calculated value therefore the null

hypothesis in this case may be rejected. Therefore we can infer that the customers don’t visit the

retail outlets for time pass.

Testing of Null Hypothesis#8: Customers visit the particular organized retailer because it

gives discounts on MRP

This hypothesis is to be tested against the alternative hypothesis that customers visit a specific

retail outlet because it provides discounts on MRP. We are using Z variable (Standard Normal


of the respondents saying that the retailers provide discounts on MRP. Therefore we want to test:


No. of respondents mentioning that retailers provide discounts on MRP = 76

No. of respondents admitting that retailers don’t provide discounts on MRP = 24


Fraction of the respondents saying that retailers provide discounts on MRP = 0.76

Fraction of the respondents saying that retailers don’t provide discounts on MRP = 0.24

Zcal = (0.76 - 0.5) X (100/ 0.5X 0.5)

= 0.26 X 20

= 5.2





provide discounts on MRP to their customers.

Testing of Null Hypothesis#9: Customers visit organized retailer because their prices are

economical and affordable


outlets because they get economical and affordable prices. We are using Z variable (Standard

Normal Variate) as test Statistic. We are using 50% as cutoff value. Suppose N represents the

proportion of the respondents saying that they get economical and affordable prices. Therefore

we want to test:


No. of respondents mentioning that they get economical and affordable prices = 81

No. of respondents admitting that they don’t get economical and affordable prices = 19



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Fraction of the respondents saying that they get economical and affordable prices = 0.81

Fraction of the respondents saying that they don’t get economical and affordable prices = 0.19

Zcal = (0.81 - 0.5) X (100/ 0.5X 0.5)

= 0.31 X 20

= 6.2




hypothesis in this case may be accepted. Therefore we can infer that the customers get

economical and affordable prices in organized retail outlets.

Testing of Null Hypothesis#10: Customers visit the organized retailer because of new price

offers / discounts offered

This hypothesis is to be tested against the alternative hypothesis that customers visit a specific

retail outlet because it provides discounts on MRP. We are using Z variable (Standard Normal


of the respondents saying that the retailers provide discounts on MRP. Therefore we want to test:


No. of respondents mentioning that they get new price offers/ extra discounts = 81

No. of respondents admitting that they don’t get new price offers/ extra discounts = 19


Fraction of the respondents saying that they get new price offers/ extra discounts = 0.81

Fraction of the respondents saying that they don’t get new price offers/ extra discounts = 0.19

Zcal = (0.81 - 0.5) X (100/ 0.5X 0.5)

= 0.31 X 20

= 6.2




hypothesis in this case may be accepted. Therefore we can infer that the customers get new price

offers/ extra discounts in the organized retail outlets.

Testing of Null Hypothesis#11: Customers visit the particular organized retailer because it

gives special discounts at the time of festival



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This hypothesis is to be tested against the alternative hypothesis that the organized retailers

provide special discounts at festivals. We are using Z variable (Standard Normal Variate) as test

Statistic. We are using 50% as cutoff value. Suppose N represents the proportion of the

respondents saying that they get specila discounts at the festivals. Therefore we want to test:


No. of respondents mentioning that retailers provide special discounts at festivals = 78

No. of respondents admitting that retailers do not provide special discounts at festivals = 21


Fraction of the respondents saying that retailers give special discounts at festivals = 0.78

Fraction of the respondents saying that retailers don’t give special discounts at festivals = 0.21

Zcal = (0.78 - 0.5) X (100/ 0.5X 0.5)

= 0.28 X 20

= 5.6




hypothesis in this case may be accepted. Therefore we can infer that the organized retailers

provide special discounts on products during festive seasons.

Table3: Hypotheses Testing at a Glance

No. Hypotheses Accepted / Rejected

1. Organized retailers have larger inventories of groceries than small

grocery shops

Accepted

2. Organized retailers have huge space and they are not crowded Accepted

3. Customers visit organized retailer whenever they need some

enjoyment

Rejected

4. Customers visit only one organized retailer or bazaar Rejected

5. Customers visit the organized retailer because it works ethically

about products/services

Accepted

6. Customers visit the organized retailer because of the freshness of

grocery

Accepted

7. Customers visit organized retailer for the time pass Rejected

8. Customers visit the particular organized retailer because it gives

discounts on MRP

Accepted

9. Customers visit organized retailer because their prices are

economical and affordable

Accepted

10. Customers visit the organized retailer because of new price offers / Accepted



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discounts offered

11. Customers visit the particular organized retailer because it gives

special discounts at the time of festival

Accepted

7.0 Findings

On the basis of data collected and further analysis of it, we may infer the following. We have

used Z test statistic for analyzing the data and drawing inference of it:

1. Big Bazar happens to be the market leader (35% Share) in Varanasi followed by

Jalans (20%) and Spencer’s (13%). Pie Chart clearly shows that.

2. The organized retailers have larger inventories in comparison to smaller grocery

shops. A great majority, 71% respondents have stated that the organized retailers have

larger inventories of displayed items and 29% negated this. Z test has confirmed this.

3. The organized retailers have huge space and are not crowded. 68% respondents have

stated that the organized retailers have huge space and 32% negated this. Z test has

confirmed it.

4. The customers don’t visit the organized retail outlets for enjoyment.45% respondents

have admitted that they have visited the retail outlets for enjoyment also. However 55%

have responded contrary to it. Z test has confirmed that they don’t visit for enjoyment.

5. The customers don’t visit only one retail outlet or Bazaar. 51% respondents have

stated that they visit only one organized retail outlet and 49% responded otherwise. Z

Test confirmed that the customers don’t visit only one or single organized retail out let.

6. The organized retailers work ethically on their products or services. 73% of the

responded favorably and said that the organized retailers work ethically on the products

and services offered. However 27% said that the organized retailers don’t work ethically

on the products and services offered by them. Z test has also confirmed it.

7. The organized retailers provide fresh grocery products. 75% respondents maintained

that the organized retailers provide fresh grocery items. However 25% of the respondents

have stated otherwise. The Z Test has it.

8. The customers don’t visit organized retailers for time pass. Only 21% of the

respondents said that they visited retail outlets for time pass. Around 79% have said

contrary to it. The Z test has also confirmed that the customers don’t visit for time pass.

9. The customers visit organized retailers because of discounts on MRP only. 76% of

the respondents said that they visited retail outlets because they get discounts on MRP.

However 24% responded contrary to it. The Z test has confirmed it.

10. The customers visit organized retailers because they believe that organized retailers

charge affordable and economical prices on their products and services. 81%

respondents have admitted that they visited retail outlets because they felt that the outlets

sell products at affordable and economical prices. The Z test has also confirmed it.



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11. The customers visit organized retailers because they get new offers and spl.

discounts. 81% respondents have admitted that they get new offers and special discounts.

The Z test has also confirmed it.

12. The customers visit organized retailers because they get festive offers. 81%

respondents have admitted that they get festive offers and special discounts. The Z test

has also confirmed it

8.0 Limitations

1. The main limitation of this report is that the findings cannot be applied in general. It has

been conducted on a small sample of 51 Male students of University / College.

2. Another limitation in the study is, it was conducted in the small part of the Varanasi city.

Due to time and cost factors we could not extend our survey to other parts of the city.

3. The questionnaire has been very structured and is stuffed with many close-ended options.

This may have resulted in some confusion for the respondents. At the time of data

analysis it is found that the respondents have not expressed their views, rather they have

preferred to choose one of the options provided in the question.

4. Since almost all respondents surveyed are college / university going students, the findings

on the basis of their responses may not be give true picture of entire city.

9.0 Recommendations for Further Study

It is suggested that the present study:

1. Can be extended to other areas of the city and may incorporate other factor as well. It

may also include other organized retailers as well.

2. The survey can also include other segments such as: Male students of College /

University, Housewives, Professionals etc.

3. This study may also be conducted in other towns / cities

10. Conclusion

This study was conducted among the residents of Varanasi. They expressed their opinion in a

free and fair manner. We tried to eliminate sampling and non- sampling errors. Nonetheless,

some degree of error may creep in. We have applied Z test of the proportions on the sample

outcomes. The present study shall be extended to other segment as well. However the findings

are indicative and they show a direction. This study does not claim to be free from all biases

including the respondent errors.



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References

1. Bajaj, Chetan, Srivastava, Nidhi and Tuli, Rajnish 2008. Retail Management 1st

Edition, Oxford Univ. Press, New Delhi

2. Berman, Barry, Evan Joel and Mathur, Mini 2013. Retail Management 11th Edition

Pearson Prentice Hall New Delhi

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Emerging Issues in Organized Retailingjoics.org/gallery/ics-2208.pdf · Emerging Issues in Organized Retailing (A study conducted in Varanasi) Dr. D B Singh, Director, RSMT, U P College