“RETAIL PATRONAGE”

ASSIGNMENT OF RESEARCH METHODOLOGY

CURRICULLUM Of

MASTER OF BUSINESS ADMINISTRATION (Sem-I)

SUBMITTED BY

Division

A

Under the Guidance of

Dr. MANISHA PANWALA

Department of Business & Industrial Management

VEER NARMAD SOUTH GUJARAT UNIVERSITY,

SURAT

RETAIL PATRONAGE

Retail

Retail is the sale of goods and services from individuals or businesses to the end-user

Patronage

The trade given to a commercial establishment by its customers

Retail Patronage

The retail patronage is the continuous trade given by the customers to any commercial establishment.

RESEARCH METHODOLOGY

Research questions: Whether the distance is the importance in purchase frequency?

What are the stores attribute that are important predictor of purchase frequency?

Which store attribute is most important predictor of purchase frequency?

What are the various features looked for in a good shopping mall by people visiting it?

What are the features that are lacking in the retail stores according to the people visiting it?

Primary objectives:

1) To study the determinant of retail patronage and test it as alternative predictor of purchase frequency.

2) To find out the ways to make the retail stores the most preferred destination and a one stop shop.

Secondary objectives:

To know the dimension of retail patronage.

To know the purchase frequency by importance of distance.

To know the importance of store attribute with respect to purchase frequency.

To measure the overall qualitative evaluation of the store.

To know the most important store attribute predictor in purchase frequency.

To know the various features looked for in a good shopping mall by people visiting it.

To know the features that are lacking in the retail stores according to the people visiting it.

RESEARCH DESIGNDESCRIPTIVE RESEARCH DESIGN

the Target population -Element: Potential Customer -Sampling Unit: visitors and customer retail stores -Extent: Surat city.

Select sampling techniques: Non-probability, Snowball Sampling. Determine sample size: 150 customers.

Execution of sampling process:Data have been collected from 6 various retail stores

Analysis

Purchase habit

Satisfaction level

Quality level

Price charge

SERVICE PROVIDED

Store assortment

RELATIONSHIPS ESTABLISHED WITH PURCHASE FREQUENCY

Age and purchase frequency

Monthly income and purchase frequency

Gender and purchase frequency

Occupation and purchase frequency

Distance of the retail store and purchase frequency

RELATIONSHIPS ESTABLISHED SHIFTING OF THE RETAIL STORE

Age VS Shift to other retail store

Gender VS Shift to other retail store

Occupation VS Shift to other retail store

Findings

The purchase habit of people is influenced by their visit to the retail store they visit and also if it’s their first choice to buy the goods they intend to buy as maximum of the respondents strongly agree that if they consider a store as their first choice their purchase habit changes.

Most of the respondents are satisfied with the retail store they visit and they agree to the fact that their satisfaction level is based on the fulfilment of the expectations they keep with the retail store and the ability to avoid disappointment. The respondents agree that their prefer store is an ideal store but do not strongly agree as 27 respondents strongly agree and 61 agree out of 150 respondents.

Most of the respondents agree to the good quality level where the quality level is dependent on their expectations of quality and they also agree to the availability of the hygienic products in the retail store they prefer, but do not strongly agree as 34 respondents strongly agree regarding the good quality rest maximum of them agree.

Maximum of the respondents agree that the price charged by the retail store they visit is high. They agree to the statement that the average price in the store is expensive as 62 respondents agree. They do not strongly agree to this as only 13 perceives as really expensive rest maximum i.e. 62 agrees.

Maximum of the respondents are satisfied by the services provided by the employees working in the retail store and the cashiers who issue a bill to them more than 50 respondents agrees that the staff of the retail store they visit are helpful and friendly.

Maximum respondents agrees that the retail store they visit offers them wide range of products as 65 out of 150 agrees to this and also they find that the store sells new products and hence they have some new alternatives with them to compare with where 59 respondents agree to this.

There is no association between the age and the purchase frequency but out of 113 respondents between the age of 20-30 years visit their preferred store maximum i.e. 34 respondents visit the store for one time in a month followed by two times in a month and once in a week and maximum of the respondents of age group 30-40 and above 40 years also visit their preferred retail store once in a month.

There is association between the monthly income and the purchase frequency. Among the dependent occupation class maximum i.e. 19 out of 63 visit the preferred retail store for 2 times in a month whereas people earning <15000 a month ranges from once in a week to once in month as the 8 respondents out of 29 concluded. Similarly maximum of the people with 15001-25000 and > 25000 income level prefers to visit once in a month.

There is association between the gender and the purchase frequency. Females prefer going to the retail store more no of times compared to the males as 21 females out of 77 visit the retail store once in a week whereas only 10 males out of 73 visit the store once in a week.

There is association between occupation and the purchase frequency. Maximum of businessman/woman visits preferred retail store 2 times in a month i.e. 6 out of 16 respondents, among salaried class people maximum visits once in a month i.e. 10 out of 32 respondents, among students maximum visits for 2 times in a month i.e. 20 out of 68 respondents and among housewives maximum visit once in a month i.e. 13 out of 34 respondents.

There is association between distance to the store and the purchase frequency. The people who reside within 1 km range opt to visit the store for at least once in a week. The people residing within two km range also opt to visit once in week but people who reside in 3 above km prefer once or twice in a month.

There is association between age and shifting the store. The respondents between the ages 20-30 are ready to shift their retail store if the store is not able to fulfil their requirements but the respondents above 40 years of age are rarely ready to shift.

There is association between gender and shifting the store. Maximum no of males are ready to shift the retail store due to non-fulfilment of the requirements but less no of females are ready to do the same.

There is association between occupation and shifting the store. Businessman/woman are eagerly ready to shift the retail stores but the salaried people are not too much eager to shift the retail store.

CONCLUSION

On the basis of the findings we come to a conclusion that making a customer patron of the store requires too much effort and hard work. The retail store has to prove itself to be unique in terms of molding purchase habits, creating a perfect decorum, hiring and training the employees to be generous, cool and friendly. We also come to know that the quality available, new product availability do makes a significant difference but the patronage of the retail store is also majorly influenced as a result of the age, gender, distance to be travelled and occupation of the buyers. Thus concluding the retail patronage we would say that the retail store has to consider the demographic factors to make more patrons of their retail store.