7/29/2019 Main Document New
1/66
Introduction
In orders to discuss retailing in an orderly fashion, let us begin with the fact that
retailers are separated into categories. Categories can be thought of as a group
of related products, which are sold by retailers, which compete against each
other. Let us take furniture as an example. There are many stores selling
furniture-some are purely local, many are national chains. The goods sold by
furniture stores are pretty much the same, however, varying only in quality and
price. Furniture as a category, then, involves a number of competitors (firms),
each trying to outsell the other.
Retail comes from the French word retailer, which refers to "cutting off, clip
and divide" in terms of tailoring (1365). It first was recorded as a noun with the
meaning of a "sale in small quantities" in 1433 (French). Its literal meaning for
retail was to "cut off, shred, paring". This implies breaking of bulk of function
of the retailer - that is, the acquiring of large amounts of the products they sale
and dividing it up into smaller amounts to be sold to individual consumers.
Retail consists of the sale of goods or merchandise from a fixed location, such
as a department store,boutique orkiosk, or by mail, in small or individual lots
for direct consumption by the purchaser.[1] Retailing may include subordinated
services, such as delivery. Purchasers may be individuals or businesses. In
commerce, a "retailer" buys goods or products in large quantities from
manufacturers or importers, either directly or through a wholesaler, and then
sells smaller quantities to the end-user. Retail establishments are often called
shops or stores. Retailers are at the end of the supply chain. Manufacturing
marketers see the process of retailing as a necessary part of their overall
distribution strategy. The term "retailer" is also applied where a service provider
services the needs of a large number of individuals, such as apublic utility, like
electric power.
[RETAIL OUTLET] Page 1
http://wiki/Saleshttp://wiki/Department_storehttp://wiki/Boutiquehttp://wiki/Kioskhttp://wiki/Mailhttp://wiki/Consumption_(economics)http://l/http://wiki/Commercehttp://wiki/Product_(business)http://wiki/Manufacturinghttp://wiki/Importhttp://wiki/Wholesalehttp://wiki/End-userhttp://wiki/Supply_chainhttp://wiki/Marketinghttp://wiki/Distribution_(business)http://wiki/Public_utilityhttp://wiki/Electric_powerhttp://wiki/Department_storehttp://wiki/Boutiquehttp://wiki/Kioskhttp://wiki/Mailhttp://wiki/Consumption_(economics)http://l/http://wiki/Commercehttp://wiki/Product_(business)http://wiki/Manufacturinghttp://wiki/Importhttp://wiki/Wholesalehttp://wiki/End-userhttp://wiki/Supply_chainhttp://wiki/Marketinghttp://wiki/Distribution_(business)http://wiki/Public_utilityhttp://wiki/Electric_powerhttp://wiki/Sales7/29/2019 Main Document New
2/66
Shops may be on residential streets, shopping streets with few or no
houses or in a shopping mall. Shopping streets may be forpedestrians only.
Sometimes a shopping street has a partial or full roofto protect customers from
precipitation. Online retailing, a type ofelectronic commerce used forbusiness-
to-consumer(B2C) transactions and mail order, are forms of non-shop retailing.
Shopping generally refers to the act ofbuying products. Sometimes this is done
to obtain necessities such as food and clothing; sometimes it is done as a
recreational activity. Recreational shopping often involves window-shopping
(just looking, not buying) and browsing and does not always result in a
purchase.
Retailing is becoming significant marketing activity in all modern
societies. The retail sector is changing at an ever increasing rate and this is
leading to growth of retail marketing management and it is often studied that the
only constant in retailing is change and more than ever before. The market is
becoming more segmented and sophisticated and the retail formats are changing
to cater to the changing needs of the consumer.
During the late 1980s & 1990s, the retailers moved away from their core
areas into new service sectors like insurance, financial services & diagnostic
clinics. The retail business is becoming more popular due to their wide range of
products & brands, efficient services to the customer, ambience of shopping
pleasure & brand dominated activity. Sears in the USA , Mark & Spencer in
the UK & in India Total s Trent, west side, Future Group, Pantaloon & JTCs
Life style have been following what John sains bury once said that Retail is
detail & the philosophy of retailing is to expand is to get bigger.
First retailers in India include BATA, Pantaloon, Bombay Dyeing, Spencers,
and Nilgiris. The current Retail scenario is controlled by the likes of shoppers
stop, Big Bazaars.
[RETAIL OUTLET] Page 2
http://wiki/Shopping_mallhttp://wiki/Pedestrianhttp://wiki/Roofhttp://wiki/Precipitation_(meteorology)http://wiki/Electronic_commercehttp://wiki/Business-to-consumerhttp://wiki/Business-to-consumerhttp://wiki/Mail_orderhttp://wiki/Shoppinghttp://wiki/Tradehttp://wiki/Recreationhttp://wiki/Shopping_mallhttp://wiki/Pedestrianhttp://wiki/Roofhttp://wiki/Precipitation_(meteorology)http://wiki/Electronic_commercehttp://wiki/Business-to-consumerhttp://wiki/Business-to-consumerhttp://wiki/Mail_orderhttp://wiki/Shoppinghttp://wiki/Tradehttp://wiki/Recreation7/29/2019 Main Document New
3/66
Retiling is a marketing activity involved in the sale of products to the
final consumers. Retailing is not only important to consumers, but also more
important to companies as it helps in bringing the companies products to closer
to consumers. It brings a shade of convenience to consumer and helps in making
a purchasing decision & subsequent buying easier. Bata Shoe Company sells
more shoes in rural & semi urban areas because of their wide and well-knit
retailing arrangement, Leo toys are more popular & sell more because its
retailing is more effective than its competitors are. Therefore, retailing is an
important activity of marketing plan for consumer products at levels & for all
segment of the market.
Retail must follow the old masim Goods will are half sold".
The Retail activity could be defined as Any business that directs it is
making efforts towards satisfying the final consumer based upon the
organization of selling goods & services as a means of distribution.
A retail stores image among its target audience is perhaps the most
important influence on its long run success or failure. The consumers store
image can be very holistic involving many store attributes. In either case, the
consumer store image is based on a combination of store attributes such as
merchandise offerings, service, store atmosphere or location environment etc.
Which in turn are acknowledged as having a strong influence on shopping &
patronage behavior?
Factors illustrating growing importance of the retail sector:
1. Large & growing contribution to national economics & foreign exchange.
2. Economic activity is growing to growing and visible.
3. Large source for employment.
[RETAIL OUTLET] Page 3
7/29/2019 Main Document New
4/66
4. Retailers as gatekeepers influence buyer behavior.
5. Retailers are diversifying into different fields including service sector.
6. Retail organizations are expanding into international markets.
7. Size of large retail operations allow for supply chain control.
The retailing institution is almost 150 years old in those days only grocery
shops & some specialty stores selling wire or liquor. Department stores
appeared in American markets in 1860s & became popular in 1880s in Europe
mail order house became popular also around the same time.
The twentieth century save the birth of chains stores in 1910s to 1920s & the
concepts of super markets started in 1930s.During the second world war sub
urban shopping centers became popular & discount houses came into existence
in 1950s & followed by fast food centers in 1960s.However retail industry
became powerful distribution industry in 1970. When fast food parlours, ice
cream parlous, furniture showrooms & catalogs showrooms, automobile
showrooms, boutiques, grocery store, milk products & chocolate stores, became
the main distribution outlets.
Studies to date have provided an understanding of store image and
patronage behavior based on the general population, which then becomes the
basics for retail strategies. These man market orientation natural raises
unawarded questions concerning store image based strategies for local retailers
that focus on a market segment rich such as an upscale forget audience.
Shopping area preference are reflected in the phenomena Known as out
shopping which occurs when consumer shop outside their local trade area. Out
shopping enjoys a rich research tradition primarily due to the potential negative
effects of loss of retail revenue from one area to another. It is generally reported
that smaller trade areas lose sales & relative market share to larger trade areas.
[RETAIL OUTLET] Page 4
7/29/2019 Main Document New
5/66
In addition to an overall reduction in local retail activity, lost sales also can be
substantial for product specific classes. In detrimental effects of out shopping,
local retailers who want to attract out shoppers must understand these target
audience & adapt their operation to changing consumers shopping attitudes
toward shopping.
Consumer preference for retail stores:
The consumer consider various factors in choosing a particular retail outlet &
the retail business should consider these aspects before deciding to locate a
suitable site and the showroom price, interior decoration space for future
growth, air-conditioning, electrical and lightening etc. will be common for
volume of business in terms of number of consumers and quantity of purchase
then the related store will hot be viable. This is one of the reasons why some
retail stores are closed after few month of opening because location was proper
from business point of view, convenience, variety of selection. Quality of
product helps from sales people, reputation for integrity and fairness in dealingsservice offered delivery, credit, returned goods privileges, values offered are the
factors considered by consumers in selecting or choosing a retailer for buying
products.
Consumer prefer conveniently located retail stores either they should be
close to their residence or office or business place or near other shopping areas.
For upper middle class and middle class consumers parking lot for automobiles
and two wheelers are an essential consideration. The retail store display
exclusive make or manufactures brand or assorted products and consumers will
visit those retail stores who are known for their quality and services. Quality of
products is essential feature for expensive products and clothing etc. Some retail
outlet become popular due to extremely fine handling consumers and feel
good ambience is especially important for consumers with high disposable
[RETAIL OUTLET] Page 5
7/29/2019 Main Document New
6/66
income prompt service is also an important criterion for consumers. The attitude
of sales people plays a significant role in the retail business.
Some retail forms and outlets offer a wide range of financial incentives like zero
interest installment scheme bank financings credit card facility ANF for
consumer durable products like refrigerators, washing machines, microwave
ovens, televisions, computers, automobiles and electrical appliance are offered
on such terms by heavy retailers. Free delivery or home delivery installation one
year free service & returned goods privileges are some of the additional
incentives which help the consumers to make a purchase from a particular
retailer.
Consumer may also have important emotional reason of preferring particular
retailers. Some people get an ego boost from shopping in a prestige store
different stores to seem to attract customer from different social classes. People
like to shop sales people and other customers are similar to themselves.
Retail service efficiency The level of staff involvement in the retail
offering will vary from outlet to outlet: again, the important issue facing the
retailing company will be to match personal structure to the service being
provided. This is done by considering.
STAFF: The number of personal to carry out the organizations operational
plans.
STYLE: How managers and employees deal with the customers.
SKILL: What knowledge personal need to bring to the retailing operation.
SYSTEM: The organizations design of the vol...
SHARED VALUES: The humility of common goals with in the organizations.
[RETAIL OUTLET] Page 6
7/29/2019 Main Document New
7/66
RETAILING HAS CUSTOMERS SATISFACTION:
It is the task of making to create as well as deliver a standard of living.
Specifically marketers must be sensitive to equating new and improved goodsand service with the needs, desires and fancies of consumers. Retailing
consumer in many ways, the best able to interpret these needs. To the extent that
retailers are skillful in interpreting consumer needs and to the extent that they
develop good assortments of merchandise. (Eg styles, materials, colors, price,
sizes) and present them in an effective manner so that consumer find it easy and
attractive to boy. Retailing truly service society. The global economy is very
complex without U.S economic system literally ten thousands of different goods
and services are produced and distributed each day. It is marketing that delivers
these goods and service to provide the standard of living we enjoy today.
Formally, the American Marketing Association has defined marketing as the
process of planning and executing the conceptions pricing, promotion and
distribution of ideas, goods and services to create exchange that satisfy
individuals and organizational objectives. Retailing is marketing too.
Retailing is defined as the activities involved in the sale of goods and
services to consumers for their personal family or household use. Retailing
provider customer satisfaction through continuous quality improvement across
all areas, not just by selling goods and services, For example, the benefit
delivered by retailing may notify emotional, economic, or social motivation ofcustomers.
Consumer decisions with regard to the place of purchase of goods and services
are determined by a number of factors, which, due to their high variability and
the changing market environment, are constantly subject to an analysis by
researchers and market practitioners. The motivation for choosing a place of
purchase is of great significance for retailers, as it enables them to develop an
[RETAIL OUTLET] Page 7
7/29/2019 Main Document New
8/66
effective marketing strategy and compete against other outlets. The competition
between adjacent points of sale with the same profile forces the retailers to seek
the most effective ways of attracting customers. The situation of small
commercial enterprises, whose scope of activity and reach are relatively limited,
is particularly difficult, as they are forced to compete against large number of
outlets, which represent different formats. In view of the above, a question
arises how to build and strengthen a competitive advantage on a market, which
is ever more competitive? How to provide consumers with benefit, so that their
satisfaction with the choices and purchases made continues to grow?
Retail outlet positioning theoretical foundations
Positioning is a stage in the development of a marketing strategy, at which, as a
result of segmentation and selection of the target market(s), the position of the
product range offered or the company in relation to its competitors is
established, in order to better satisfy the customers needs. A. Ries and J. Trout,
later to be popularized in marketing publications first introduced the concept of
positioning. Ries and Trout claim that positioning involves influencing the
prospective customers awareness and finding the way to place our product in
the prospective customers mind (Kotler, 2005). Positioning also means
designing and implementing a set of instruments used in retailing in order to
create a certain image of the retailer in the customers mind in relation to the
competition (Levy and Witz, 2001). In turn, Walters and Laffy (1996) indicate
that positioning in the retail sector involves integrated actions in such areas as
the product range, store format and its environment, the type and scope of the
services and amenities offered, communication with the customers (Devlin,
Birtwistle, Macedo, 2003). Positioning will be effective when the retailers
clearly specify their target markets and tailor their marketing offer to the
customers expectations. Another author notes that the positioning strategy
[RETAIL OUTLET] Page 8
7/29/2019 Main Document New
9/66
concerns the choice of the targetthat are entirely different to the ones
implemented by the competitors. The second type of positioning is established
based on the reasons for choosing a retail outlet given by respondents to a
survey
Business literature identifies one more model of shaping the retail outlet image
based on the owners preferences, however, since that model disregards
market realities both in terms of customer expectations, as well as actions by
the competitors it is connected with greater degree of uncertainty and has thus
met with a critical reaction (Rosenbloom, 1983).
Positioning strategies and criteria are classified in a number of ways. General
positioning strategies include original positioning, imitation, adaptation and
anticipation (Garbarski, 1998). Another classification takes into account the
retailers market position. Depending on whether we are dealing with a market
leader, challenger, follower or a nicher, relevant marketing strategies are
selected in order to build the desired image.
T. Domaski distinguishes between the following retail developmentsstrategies: low price, own brand competition through quality and new
generation shopping centers (Domaski 2005). These strategies are usually
implemented using specific retail formats discount stores, hypermarket and
supermarket chains, as well as outlets offering non-food consumer goods.
Location in retailing is one of the main factors determining the success of a
store. Whereas the product range, prices and promotional activities can bemodified relatively quickly and cheaply if they do not bring satisfactory
financial results, any changes to the location entail significant costs (related, for
instance, to investments) and, consequently, business risk. However, we can
sometimes encounter a statement that a good location cannot replace other
strategically focused company activities (Sawiska, Urbanowska-Sojkin,
1993). The choice of a venue for conducting retail operations depends on a
number of factors: economic, demographic, social, urbanization, legal and
[RETAIL OUTLET] Page 9
7/29/2019 Main Document New
10/66
communication-related. The selection of location is also determined by the
nature of the products offered and the presence of competitors. Based on an
analysis the most attractive area is determined and then a specific location is
chosen.
Product range decisions concern the choice of: the retail sector, product
structure and the brands to be included in the range offered. They may also
relate to private label goods, as in many countries private labels are no longer
perceived as a cheaper substitute of manufacturers brands, but rather as a key
means of differentiation in an ever more competitive environment (Thomas,
1998). Another issue which needs to be determined is the scope of the services
provided in connection with the goods (e.g.: installation, exchange, packaging),
as well as value added services, emphasizing the appeal of the retail outlet (e.g.
the presence of restaurants, beauty parlours, lockers for leaving clothes or
luggage, car parks).
Price is another marketing mix instrument used to differentiate retail outlets.
The choice of the price level, and, therefore, the price image, depends on amultitude of factors, including the pricing strategy used by the competitors,
customer expectations, own costs and the forecast financial performance.
Retailers are also subject to the influence of the manufacturers, who may
suggest the final price. Retail pricing strategies include strategies based on
constantly maintaining low prices (EDLP - every day low price) and strategies
connected with periodic promotional discounts that boost the appeal of theproducts offered (HiLo high low prices).
Promotion in store is necessary to communicate with customers. The most
effective forms are used in the place of sales, such as sales promotion, personal
selling or advertising, but we should remember also about Internet and new
chances it has created for gaining consumers attention.
[RETAIL OUTLET] Page 10
7/29/2019 Main Document New
11/66
Nature and scope of retailing .
Nature and scope of retailing Distribution management is the essence of
providing place time form and possession utilities to consumers. Retailing takes
care of a major part of this task. Retailing actually delivers these utilities to the
consumers. It is on the quality of retailing that the efficiency of this delivery
depends. How does Retailing differ from Wholesaling? It is obvious that
retailing differs from wholesaling. Actually two main characteristics distinguish
retailing from... .
Article on CiteMan.com
One of the main objectives of a retailer is to deliver consistent value and quality
to the consumer. Understanding consumer needs and their buying behavior is
the first step toward providing the consumer with the kind of product and
service that he needs and demands. This requires a focus on people. This focus
has to be internal as well as external. .
In order to create products and services which are suited to the needs of a
changing consumer marketplace, a retailer needs to do research on buying
habits, items purchased items not purchased, etc. while it is possible to get
information through research conducted by agencies , it is not always possible
to approach consumers fir data. Retailers hence, use various methods and
program for obtaining this information. .
One such tool is the customer loyalty card devised by retailers to encourage
loyalty. With the rapid changes in the field of information technology and the
technology used by retailers, data warehousing data mining and customer
relationship management have become the key methods of obtaining and
analyzing customer information.
[RETAIL OUTLET] Page 11
http://www.citeman.com/index.php?p=1864http://www.citeman.com/index.php?p=18647/29/2019 Main Document New
12/66
Retail formats in India .
Hyper marts/supermarkets: large self-servicing outlets offering products from
a variety of categories. .
Mom-and-pop stores: they are family owned business catering to small
sections; they are individually handled retail outlets and have a personal
touch.
Departmental stores: are general retail merchandisers offering quality
products and services.
Convenience stores: are located in residential areas with slightly higher
prices goods due to the convenience offered.
Shopping malls: the biggest form of retail in India, malls offers customers
a mix of all types of products and services including entertainment and
food under a single roof.
E-trailers: are retailers providing online buying and selling of products
and services.
Discount stores: These factory outlets give discount on the MRP.
Vending: it is a relatively new entry, in the retail sector. Here beverages,
snacks and other small items can be bought via vending machine.
Category killers: small specialty stores that offer a variety of categories.
They are known as category killers as they focus on specific categories,
such as electronics and sporting goods. This is also known as Multi Brand
Outlets or MBO's.
Specialty stores: are retail chains dealing in specific categories and
provide deep assortment. Mumbai's Crossword Book Store and RPG's
Music World is a couple of examples.
[RETAIL OUTLET] Page 12
7/29/2019 Main Document New
13/66
Challenges facing Indian retail industry
The tax structure in India favors small retail business
Lack of adequate infrastructure facilities
High cost of real estate
Dissimilarity in consumer groups
Restrictions in Foreign Direct Investment
Shortage of retail study options
Shortage of trained manpower
Low retail management skill
Prospects and Problems of Indian Retailing
Retail environment in India has evolved tremendously over the last 10 years.
India is currently the ninth largest retail market in the world. In addition, it is
names of small towns like Dehradun, Vijayawada, Luck now and Nasik thatwill power India up the rankings soon. With the emergence of organized
retailing in the country and a growing convenience, retailing has emerged, as a
key business, given their wide retail presence, exists customer base and
strategically located sites. Even though India has well over 5 million retail
outlets of all sizes and styles, the country sorely lacks anything that can
resemble a retailing industry in the modern sense of term. Indian retailing
though enjoys many unique features is still done in a primitive way, they were
handicapped by higher taxes, multiple laws, wrong policy decisions,
unnecessary/illegal imports, poor infrastructure and logistics, high cost of
equipment and packing material. So in this paper an attempt has been made to
discuss the current prospects and problems of retailing in India.
[RETAIL OUTLET] Page 13
7/29/2019 Main Document New
14/66
CHALLENGES AHEAD FOR RETAILING. .
organized retailing is not a bed of roses for the big players also. In addition to
the advent of Internet, various issues glare at retailing. Some of them are
HUMANRESOURCE:
Big retail shops do not confine their target segments for employees to
undergraduates. Shoppers Stop broke the myth of MBAs not wanting to go into
the retailing career. Cross Roads and Spencer also hire MBAs to manage their
chains. However, there still exists a gap between the supply and demand of
professionals. Mr. Goenka, chair RPG Group, hopes that one of the greatest
challenges facing modern retailing in India is the availability of trained
personnel. In order to address the problem RPG Group has set up a national
retail Institute in Chennai, which, offers a variety of courses in retail
management for frontline, supervisory and managerial post. Retaining the
human resources is also a major challenge for these big retailers. The bigwigs
like Crossroads offer high compensation and create a cohesive environment that
makes an employee proud to be a part of such big retail chains
SPACE AND INFRASTRUCTURE: .
To establish a retail shop/ Mall, the real estate and the infrastructure are very
vital. The expenditure and availability on both the accounts do hinder the
growth of the retail chain. The land ceiling restrictions and other state
restrictions on land use have prevented the growth of efficient retailing in the
cities. An average investment of about Rs. 5 crores is required to establish a
mall and that explains the rush of big companies into this business. Small and
individual retailers find it difficult to pour in that much of investment. In
addition to the initial investment, to combat e tailing, expenditure has to be
incurred on technological side. This makes the retail projects less attractive for
[RETAIL OUTLET] Page 14
7/29/2019 Main Document New
15/66
the individual players. .
CONSUMER MINDSET TOWARDS DISCOUNT STORES: .
In India the concept of discount stores like Wall-Mart, at which genuine, defect
free international brands are available at 50% discount, is yet to catch on. Still,
the major section of customers is conservative and choosy and prefers to go to a
known retail shop than opt for a discount store. Very few discount stores like
SM2, Mumbai are at present operational. Its reach is confined to major cities.
Breaking the conventional mindset of the Indian consumers that discount stores
do not sell inferior goods will take some time. .
RURAL MARKET- HOW TO PENETRATE? .
Penetration into the rural market is what big retailers have to concentrate on for
growth. Attracting rural markets will be different from that of the urban market.
For example, detergent cakes are preferred to powder and coconut oil in bottle
to sachets in the rural areas. The rural consumer are different from the urban
consumers as they are more price sensitive and their quantity of consumptionwould be less as their share of wallet for shopping along with entertainment is
delineated. Food and agricultural inputs dominate the rural consumers list and
whatever is left would be used to fulfill aspiration needs. Customers in the rural
area are not urbanites without money. He has a distinct identity and value
system. One more challenge in the rural market is that shopping habits vary
according to seasons. During harvest time, the spending of a rural consumerincreases compares to other times. However, penetration of television,
increasing literacy levels, mobility between rural and urban areas and
telecommunication (STD Services) have increased their awareness towards
branded products and entertainment. Customized retail shops would be a big
success in the rural areas too if the right strategies are adopted.
[RETAIL OUTLET] Page 15
7/29/2019 Main Document New
16/66
E TAILING . .
the retailing community has accepted and realized the fact that the consumers
want to choose between the variety of brand and value for money is their
topmost priority. The big retailers have to deliver a consistent branded
experience. Crossroads in Mumbai is an endeavor to achieve the same, though
its target segments the upper and upper middle class. Technology has made a
difference in retailing also. E tailing (through internet) is considered to be
eroding the store retailing slowly. Is it the real picture? With the concept of B2C
(Business to Consumer Transactions over internet) coming up at a fast pace, an
intimate two-way access is emerging between the retailer and the customers.
Customized products are offered to the customers. For instance while one buys
a book through Amazon.com, a synopsis of the book, its reviews, its prominent
readers and other books of the same author are some of the information
provided to the customers. Within minutes of placing an order, one gets a
confirmation thus saving time and satisfying the customer. The penetration level
of the internet is increasing at a pace that the reach would be equivalent to whattelevision took about 40 years and that cable about 15 years.
In online services and the web, the retailers seek out the customers unlike the
traditional model where the customer goes to the store and locates the product.
The busy life-style of the consumers in this hectic era tilts the preference needle
towards the online retail model. However, B2C success depends on thebehavioral and attitudinal changes in customers. First, the customers have to be
familiar with Internet and have to be informed about buying on the net. Then,
the customers have to build the mentality to trust the e-sellers and be convinced
on the products quality. The KSA customer 2000 study showed that only 1%
has ever used net shopping though 40% are aware of it. However, 10% of the
representatives do not trust the quality in net shopping. These shows e tailing
(stand-alone) has a long way to go in India. The major advantage of the retailers
[RETAIL OUTLET] Page 16
7/29/2019 Main Document New
17/66
in India is that, most of the products operate on the push factor than pull factor.
In order to popularize their products the manufacturers have to attract the
customers to feel the products, physical existence and this is enabled by the
retailers. Instead of viewing e-commerce as a threat for retailing the big retailers
can embrace technology and provide value added and personalized services to
the customers. In the recent times, companies like ARCHIES have used
technology to their advertisement and increased their sales. By promoting,
Fathers day, mothers, sisters, friendship, valentines, and even egg and Love at
first sight days; Archies has been successful in pulling crowd in their galleries
all over India. .
The big retailers can learn the lesson from Archies. A recent KSA Techno park
survey finding showed that Apparels and Consumer durables occupy the top
slot in priority for shopping in India. Apparels and Consumer durables and for
that matter even footwear are those products which gives satisfaction when you
feel it. How can the big retailers use technology in this? Technology is soflexible that it can coexist with business anywhere. The big retailers have to
have their websites to combat the competition from e tailing. For instance for
clothing, the big retailers can show the variety and design offered by them
through the net. A virtual experience can be provided and the customer can have
n option whether to visit the shop or shop from home. If the virtual round
through the shop is irresistible, the customer will definitely come to the shop foran experience at least. Thus, in this era of Information Technology store and
retailers have to become technology savvy to satisfy customer preferences. The
consumer mercantile activities grouped into three phases, pre-purchase
preparation, purchase consummation and post-purchase interaction have to be
properly incorporated with technology. .
The Future .
[RETAIL OUTLET] Page 17
7/29/2019 Main Document New
18/66
The retail industry in India is currently growing at a great pace and is expected
to go up to US$ 833 billion by the year 2013. It is further expected to reach US$
1.3 trillion by the year 2018 at a CAGR of 10%. As the country has a high
growth rates, the consumer spending has also gone up and is expected to go up
further in the future. In the last four year, the consumer spending in India
climbed up to 75%. As a result, the India retail industry is expected to grow
further in the future days. By the year 2013, the organized sector is also
expected to grow at a CAGR of 40%.
Retailing & the marketing mix: .
Customers are first introduced to the product at the retail store. Organizations
sell their products & services through these retail outlets & get feedback on the
performance of their products & customers expectations about them.
Retail stores serve as communication hubs for customers. Commonly known as
the point of sale (POS) or the point of purchase (POP), retail stores transmit
information to the customers through advertisement & displays. Hence, the role
of retailing INH the marketing mix is very significant. .
Retail Marketing Mix: .
The retail marketing mix consists of the following elements:
PRODUCT OFFERINGS: this refers to the product mix that the store retails for
customers after a careful study of what their needs & wants are. By matching
customer preferences with an assortment of merchandise offered within the
stores categories, the retailer gets an ideal basket size per customer. The basket
size contains the mix of items a customer buys during a visit.
PLACE: This is the location of the store & its catchments boundaries. The key
to optimizing the element of place in the marketing mix is to undertake local
marketing efforts besides the national marketing plan. Determining the market
[RETAIL OUTLET] Page 18
7/29/2019 Main Document New
19/66
share of the store in the catchments area gives an indication of its performance
& efficiency. .
PRICE: Price is an important element in the marketing mix as customers are
very price-sensitive. Pricing is of different kinds: :
maximum Retail Pricing .
Promotional Pricing .
Loss Leader Pricing .
Price Bundling .
Old Pricing .
Everyday Low Pricing .
Differentiation by a distinctive offering of merchandise can also be done
through an effective pricing strategy. Pricing does a great deal for the retailer.
For instance, the retail store may be able to increase its footballs with a leader
pricing strategy or it may provide value for customers with a loss leader pricing
strategy. Loss leader pricing means selling merchandise or some of themerchandise at cost or near cost for promotional purpose to attract customers &
establish a Low-price reputation. Developing the pricing strategy, hence, is
critical to retail organization. It may have a high, medium or low pricing
strategy.
HIGH MEDIUM LOW .
HIGH Premium strategy High-value strategy Super-value strategy
MEDIUM Over-charging strategy Medium-value strategy Good-value strategy
LOW Rip-off strategy False economy strategy Economy strategy
PROMOTIONS & EVENTS: This help the store to achieve its short-term goals.
Promotions may be price-led or occasion-led, in which case special
merchandise is offered by the store only for the occasion (eg. Dandiya). Most
retail organization run promotions during festival like Diwali, Christmas, NewYear, Valentine s Day, Id, & so on.
[RETAIL OUTLET] Page 19
7/29/2019 Main Document New
20/66
.
Sometimes promotions are driven by brands in cooperation with the retailer.
Retail events are gaining significance in India with retailers preferring them to
direct price-offs. However, if run very frequently promotions may prove
detrimental to the image & positioning of the store.
PEOPLE: There are two kinds of people as far as the retail marketing mix is
concerned people to serve (customers) & people that serve (employees). It is
customer who determines whether the retail store is selling the right products &
services. People that serve the organization are the ambassadors or the face of
the retail store. Achieve excellent delivery standards-which go hand-in-hand
with the image & positioning of the store-can only if the staff is trained well.
PRESENTATION: Presentation is the way products & services are grouped &
presented in retail store. Such presentation should conform to the stores
positioning & customers profile. For instance, a boutique selling designer
garments needs to present its merchandise in exclusive splendour- it cannot use
ordinary furniture & fixtures. Attending on customers in the boutique ought tobe done on a very personal basis, as a mass approach will turn them away.
THE RETAIL STRATEGY MIX: :
Comprises of four aspects: .
1 Merchandise management .
2 Business location .
3 Retail Pricing .4 Promotional strategy .
MERCHANDISE MANAGEMENT: .
Merchandising consists of the activities involved in a retailers buying goods &
services and making them available for sale. .
[RETAIL OUTLET] Page 20
7/29/2019 Main Document New
21/66
PROCESS FOR IMPLEMENTING MERCHANDISE PLANS:
1.Information is gathered about target market needs and prospective suppliers.
2. The retailer chooses firm owned, outside, regularly used and/or new supply
sources of merchandise. .
3 The merchandise under consideration is evaluated through inspection,
sampling and/or description. .
4. Purchase terms are set. They may have to be negotiated in their entirety or
through uniform contracts. .
5.The purchase conclusion is made-manually or automatically.
6.Merchandise handling decisions are taken relating to receiving & storing,
price & inventory marking, displays; pilferage control etc. .
7.Reordering decisions are made. .
8.Re-evaluation of merchandising plans takes place
BUSINESS LOCATION: .
The choice of location is crucial because of the complex decision making
involved, high costs, immobility after site selection and its possible impact on
the retailer strategy. The selection of store location consists of four steps:
a) Trading area analysis: .
A Trading area is a geographical area from which a retailer draws customers.
Trading areas may be delineated by using trend analysis, consumer surveys,
Reillys law of retail gravitation and Huffs law of shopper attraction
b) Determining desirable location: .
There are 3 basic location types to choose from:
1. The isolated store. .
2. The unplanned business district .
3 The planned shopping center .
c) General site for the business: .
[RETAIL OUTLET] Page 21
7/29/2019 Main Document New
22/66
First, the specific form of isolated store is decided. Then, the general location is
picked say a particular street, colony or shopping center.
d) Specific site selection: .
For this purpose, factors like traffic, parking facilities, transport, attributes of
the site, and terms of occupancy should be considered. An overall rating is then
computed for each location and site, and the best is picked.
RETAIL PRICING: .
Pricing is a crucial strategic variable due to its direct relation with a firms goals
and its interaction with other retailing elements. A pricing strategy must be
consistent with the retailers overall image, sales, profit and ROI goals.
Pricing strategy: .
A retail price strategy has five steps: objectives, policy, strategy,
implementation and adjustments. .
RETAIL PROMOTION: .
Is broadly defined as any communication by a retailer that informs, persuades,and/or reminds the target market about any aspect of that firm. Advertising,
P.R., personal selling and sales promotion are the 4 elements of promotion.
Steps in planning a promotion strategy: .
1. Goals are stated in specific and measurable terms. Positive word of mouth
(WOM) is an important long-term goal. .2 .An overall promotion budget is set based on one of these techniques: all you
can afford incremental, competitive parity, etc. .
3 The promotional mix is outlined, based on the firms budget, the type of
retailing involved, the coverage of the media, and the hierarchy of effects.
4 The promotional mix is enacted. Included are decisions involving specific
media, promotional timing, message content, sales force composition, particular
sales-promotion tools, and the responsibility for coordination?
[RETAIL OUTLET] Page 22
7/29/2019 Main Document New
23/66
5 The retailer systematically reviews and adjusts the promotional plan,
consistent with its preset goals.
INDIAS LARGE RETAILERS .
Company Turnover
(in Rs crores) Outlets Space (in sq ft) Expansion Plans (to be achieved by 2002)
RPG 156 27 Food World
2 Music World
4 Spencers
outlets 200 000 50 Food World
8 Music World
18 Health & Glow outlets for total turnover of 23.75 crores per month
Shoppers Stop 130 1 each in Mumbai, Bangalore, Hyderabad,
Delhi, Raipur 100 000 15 17 outlets if FIPB approves Foreign Equity
Vive & Co 90 8 in Chennai
3 in Bangalore
1 in Salem 100 000 10 stores in Chennai and Bangalore
7 in Hyderabad, Vishakhapatnam & Vijayawada
Nilgiris 76 17 Supermarkets
14 Cake shops 80 000 4 outlets
30% growth in terms of turnover
289 stores by 2007
Pantaloon 60 12 stores
40 franchises 90 000 11 superstores
NANZ 40 15 Supermarkets 70 100 N.A
Vita 25 11 Departmental Stores 50 000 25 outlets
100 crores turnover
Crossword 16 Bookstores in Ahmadabad,Delhi,
[RETAIL OUTLET] Page 23
7/29/2019 Main Document New
24/66
Mumbai, Pane
Goa, Nasik 27 000 25 stores
Landmark N.A 1 in Chennai and Coimbatore 18 000 Plans to open Mall in
Calcutta with Emma
Kemp Chain of Stores N.A 2 stores in Bangalore 125 000 Kemp City retailing
cum entertainment development, over 200 acres
Charge Din N.A Mumbai store 10 000 Will remain single location store
REVIEW OF LITERATURE
[RETAIL OUTLET] Page 24
7/29/2019 Main Document New
25/66
Review of literature gives the guidelines from the past researchers and provides
a foundation to the theoretical framework for present investigation. The review
of past literature makes the investigator to get an insight into the methods and
procedures to be followed. Since the available literatures relevant to the
objectives of the present study are rather limited, the literature on the related
subject has been reviewed and highlighted under the following headings:
July- December 2007 .
Paper Title: The Role of Point of Purchase in Shopping Behavior in An
Emerging Market-The Indian Context. .
Author(s): S. Ramesh Kumar, Rajeev Ravi, Jeevish Jain
As India moves into modern retailing with several changes with regard to its
markets, bands and consumers there are unique challenges that a multinational
company entering India has to cope up with, whether it is a fast moving
consumer goods (FMCG) company or a multinational retail chain like Tesco or
Wal-Mart. There are unique retailing aspects that need to be studied in detail by
these companies. While the world over the retail density (number of shops per1000 consumers) is on the decline, the retail density in India is on the increase.
This is because of the fact that small neighborhood shops called kirana shops
about eleven million in India. They have been a part of the Indian shopping
culture for several decades and even toady organized retailing (modern retail
outlets) contribute just 2-3% of the total retail sale in the country. Point of
Purchase (POP) materials are used both by kirana shops and by organizedsupermarket retail outlets. This study investigates the impact of POP materials
on kirana shop purchases and the purchases of consumers from supermarkets.
Given the importance of POP material on the purchase of FMCG purchases, the
authors feel that this study will be useful to bridge the gap between theory and
practice and will provide valuable insights to managers involved in retailing.
Paper Title: An Exploratory Study of Consumer Preferences for Retail
Store Selection in Mumbai .
[RETAIL OUTLET] Page 25
7/29/2019 Main Document New
26/66
Author(s) : Sanjeev Verma .
With the entry of new entrants like Pantaloon, Reliance, Trent and Bharti-Wal-
Mart in the organized retail market, the pressure is forcing retailers to work out
strategies that will help them emerge unscathed from the upcoming cutthroat
competition. In such intense competitive environment, retailing business is
greatly affected by the patronage behavior of consumers. Understanding factors
affecting consumer preferences for retail store selection can assist retailers in
developing appropriate marketing strategies towards meeting the needs and
wants of consumers. This study examines the linkage between consumer
preferences and the importance of some salient store attributes. Strategic
implications of such preferences are also discussed.
Paper Title: Information Technology Intervention in Retail: Global
Approach
Author(s): Sambit Kumar Mishra .
the starting point for this research is some of the changing conditions for
sourcing products in fast moving consumer goods industries. We are seeingincreasing internationalization and more and more information available for
retailers through IT to support how buying is performed. Still, much of the
research on retail buying focuses on one part of the process, i.e. the buying
decision, rather than the process as such. This focus will tend to give a quite
narrow perspective. Instead, this research focuses overall process that is
involved when retailers source products. A conceptual framework, building onexisting literature on retail buying as well as literature from other disciplines is
presented. In total fifteen propositions are developed concerning how retail,
buying processes may be structured under different condition, how information
may be used during the process and how IT could enter into the process. The
paper ends with some suggestions for empirically testing the different
propositions and some general conclusions.
[RETAIL OUTLET] Page 26
7/29/2019 Main Document New
27/66
Paper Title: Strategic Placement of Organized Retail Formats in Potential
Markets A Critical Analysis .
Author(s): An M Sakkthivel .
Indian organized retailing is witnessing a considerable momentum. It is evident
from the entry of leading domestic business houses and global retail giants in to
this growing segment. The buoyancy in consumers spending power and
increasing disposable income makes this segment very lucrative. The
conglomerates are investing billions in setting up back end and front-end
operations. The conglomerates are adopting different retail formats suit to their
operations and ensure their reach. However, the buzz of organized retailing is
still hovering in metros and tier 1 cities. Each conglomerate adopts a unique
retail format in order to position their entity and communicate to their target
segment. Yet, none of the conglomerates could come out with the tested retail
formats and decide on the potential locations beyond metros and tier 1 cities.
Hence, this paper aims at addressing the issues related to the strategic placement
of appropriate retail formats in the potential markets. It also highlights thedifferent retail formats, immediate potential markets, categorization of potential
markets and mapping of the retail formats to the respective markets.
Paper Title: Rural Retail and Infrastructure Constraints in India
Author(s): Amir Ullah Khan .
Rural India is at the centre-stage of all retail growth in the future. However, it
continues to suffer from lack of basic infrastructure. Caught in the vicious
poverty-cycle, rural India, in absence of adequate infrastructure, rural India
finds it difficult to undertake activities that can accelerate economic growth.
Home to close to 69 per cent of Indias total population, rural India faces the
daunting task of providing sustainable income and employment opportunities to
a major section of the population, especially the lower-income households. In
absence of infrastructure facilities, there is lack of market-access to rural
[RETAIL OUTLET] Page 27
7/29/2019 Main Document New
28/66
population, slow growth in organized retail and thus, limited livelihood
opportunities, stagnation in agriculture and aggravation of rural poverty levels.
Absence of infrastructure also makes rural markets fragmented, characterized
by high costs of transactions and high information asymmetry
Paper Title: Changing Consumer Behavior and Emerging Challenges to
the Retail Trade In India .
Author(s): C S Venkata Ratnam .
the sustained and rapid growth of China and India, which together provide
home to over a fifth of the humanity, are creating a tremendous surge in
consumerism on a scale, which is unprecedented. Both the countries are
attractive destinations for investment and production as well as sales and
marketing. Yet, EIU Survey on corporate priorities for 2007 and beyond suggest
that more than a quarter of the CEOs believe that lack of customer insight is a
barrier to growth in the emerging economies: Although the differences
between the developed and developing worlds are eroding, the survey makes it
clear that they are still very distinct business landscapes. In the developed
markets, executives point to high labor costs and saturated markets as the
critical challenges. Innovation is a priority respondents primarily look to drive
revenue growth by selling new products to existing customers. In emerging
markets, by contrast, the headaches are quite different. Labor costs are low and
markets are largely untapped. Executives are focused instead on managing
shortages of local talent and plan to grow mainly by selling existing products to
new customers.
Research methodology
[RETAIL OUTLET] Page 28
7/29/2019 Main Document New
29/66
Objective of the study:
The main objective of the study is to critically analyze and interpret the
customer preference towards service rendered by Retail outlet.
1) The aim of research paper is to know the satisfaction level of customers
towards the service rendered by Retail outlet.
2) To know the relationship between the service quality and revisit of
customer for repeat purchase in modern trade.
3) To know the relationship between the income and frequency of visit.
Hypothesis:
Ho: There is a significance relationship between satisfaction level of customers
and service rendered by modern retail outlet.
Ho: There is a significance relationship in satisfaction level of customers on
service quality rendered by modern retail and repeat purchase.
Importance of the study
Customer service is the overall activity of identifying and satisfying customer
needs. The term is used in three different ways: .
1. As a contrast to 'products'. Products are tangible things. Services areintangible things like a taxi journey, a haircut, or advice on insurance.
2. As an extra you get when you buy a product. You buy a plasma screen TV
and the shop will 'service' it for you - that is, it will make sure the TV will
continue to work well. .
3. As an overall description of the desired relationship between a supplier and a
[RETAIL OUTLET] Page 29
http://www.thetimes100.co.uk/theory/theory--customer-service--279.phphttp://www.thetimes100.co.uk/theory/theory--customer-service--279.php7/29/2019 Main Document New
30/66
customer. 'Service' in this sense is based on the premise that every commercial
transaction is a service.
Customer service includes all aspects of a customer\'s experience in dealing
with an organization. In terms of business strategy it represents an overall
description of the desired relationship between the producer and the customer.
The word \'service\' in this sense is based on the premise that every commercial
transaction is a service. .
When a customer visits a local retailer to buy furniture they are able to benefit
in some cases from the additional service of having the furniture installed for
them. At the same time hopefully they will get a good \'service\' from the
retailer, who will be happy to help them with advice about the properties of
different types of furniture, repayment terms and delivery.
If an oil company assumed that, the function of its retail network was simply to
sell petrol and lubricants it would quickly lose business to competitors. Its real
function is to supply a \'customer service\' in its case the service of enjoyable,
trouble-free motoring. .Customer service is one of the most important ingredients of the marketing mix
for products and services. High quality customer service adds value and helps to
create customer loyalty. Customers today are not only interested in the product
they are being offered but all the additional elements of service that they
receive: from the greeting they receive when they enter a retail outlet, to the
refund and help that they receive when they have a complaint about a faultyproduct that they have paid for.
In the age of intense competition, a retail organization, however big or small is
concerned with the image that its stores carry in the minds of the consumers.
This image is largely influenced by the service provided by the store and the
experiences of the customers. A satisfied customer is bound to tell others about
his experiences as will a dissatisfied customer. Word of mouth publicity is
many times more effective than advertising. Positive word of mouth is the best
[RETAIL OUTLET] Page 30
7/29/2019 Main Document New
31/66
advocate for the store while negative word of mouth can result in disaster.
The level of customer service offered depends on the type of product sold and
the type of retail outlet itself. In order to determine the service levels required
by the retailer, he needs to understand his target audience their needs and
lifestyles. FMCG products and groceries are categories, which require little in
store service. Consumer in modern supermarkets prefers to go through various
brands, compare prices and offers and then arrive at a decision. The quality of
the product and a fair price is often the prerequisite for such stores.
Dissatisfaction with product quality and /or price may result in customer
dissatisfaction and may force the consumer to go back to his neighborhood
bania who not only offers free home delivery, but also credit facilities.
On the other hand, in the case of a specialty store dealing in expensive jewelry,
fashion apparel, furniture, expensive watches etc the concept of service changes
completely. here, each individual customer will want attention and will have
certain expectations of service, due to the price that he is willing to pay for theproduct. The salesperson very often, acts as a counselor and advises the
customer on the purchase. This is also true in case of multi brand outlets that
deal in consumer durables. Many a times the reputation of the store and the
service offered becomes an important criterion for the consumer to select such
stores for making his purchase.
Scope of the study:
The study covers customer preference towards Retail outlet by analyzing and
interpreting to arrive at the conclusion, information provided by sources of
Data.
[RETAIL OUTLET] Page 31
7/29/2019 Main Document New
32/66
Area of the study:
The study was conducted on the title consumer preference towards
service rendered by Retail outlet. This study forces on marketing and it is
conducted in SRSMN Government First Grade College and PG study center,
Barkur and Barkur surroundings, Uchila, Udupi, Mangalore and Bangalore.
Period of study:
The study of consumer preference towards rendered by Retail outlet focuses in the
academic year 2010-11
Sample size:
A study on consumer preference towards service rendererd by Retail
outlet conducted by taking fifty sample size.
SAMPLING DESIGN
To fulfill the objectives related to the retail outlet operations of the study, a
multistage Random sampling technique was employed. In this research I
covered area namely Barkur, Mangalore,Uchila,Udupi for the study, since
majority of modern retailing formats like supermarkets are existing in these
cities and it is one of the rapidly growing cities in terms of urbanization, income
and organized retailing with local food marketers as they are converting
unorganized retail outlets into organized form because of strong demand for
convenience products; and better educated consumers concerned about health,
nutrition, food safety, and the environment.
NATURE AND SOURCES OF DATA
The detailed information required for the study was collected from both primary
and secondary sources in order to accomplish various objectives of the study
and are illustrated with their heads as follows.
[RETAIL OUTLET] Page 32
7/29/2019 Main Document New
33/66
A) PRIMARY DATA
Primary data were collected with the help of well structured and pre tested
Questionnaire.
Data were collected from the respective consumers of retail outlets.
The data from 50 consumers pertaining to (i) general information from
individual respondents on their socio-economic factors like age, education,
occupation, income, family, etc., (ii) frequency of purchase of products,.
B) SECONDARY DATA
The secondary data is collected from Books, Journals, and websites.
Limitations of the study
The study was purely based on the data collected from the consumers of the
Retail outlets. Therefore, the investigation was confronted with various
drawbacks in ascertaining the accurate data.
1) The study on consumer preference towards service rendered by retail
outlet. Based on the expression made in the questionnaire opinion is
collected. It may not be scientific in measurement.
2) The data, which is collected, may be biased.
3) The study is made by using percentage analysis method due to the lack
of time & it is considered as qualitative data analysis study.
4) The respondents may not disclose accurate information because of
some kind of fear.
5) Sample size is restricted to 50 only, which were very less accurate to
total population.
6) The responses given by respondents were not always accurate because
the respondents gave the response accurate to their understanding.
7) Survey is a time consuming process but the time to collect the data for
research is very less.
[RETAIL OUTLET] Page 33
7/29/2019 Main Document New
34/66
Chapter classification:
Chapter 1. Introduction towards Retail outlet.
Chapter 2. Review of Literature.
Chapter 3. Presents the research design where the need, objectives,
Scope of the study, hypotheses, sources of information,
Sample selection, sample size, sample profile and
Limitations of the study are stated.
Chapter 4 Contains the data analysis and the interpretation of the
Data.
Chapter 5. States the findings, summery and conclusions of our
Study.
[RETAIL OUTLET] Page 34
7/29/2019 Main Document New
35/66
DATA ANALYSIS AND INTERPRETATIONS
Table No a .1: Sex
Sex Frequency Percentage
Male 50 50
Female 50 50
Total 100 100
Figure No. A: Sex
Sex
Male
Female
From the above figure, it seems that 50 percent of the respondents are Male, 50
percent of the respondents are female.
[RETAIL OUTLET] Page 35
7/29/2019 Main Document New
36/66
Table No A.2: Age
Age Frequency Percentage
Below 25 16 32
25-35 20 40
35-45 8 16
Above 45 6 12
Total 50 100
Figure No. A.2: Age
010
20
30
40
50
Below
25
25-35 35-45 Above
45
Frequency
Percentage
From the above figure, it seems that 32 percent of the respondents are below the
age of 25 years, 40 percent of the respondents are between the ages of 25-35, 16
percent of the respondent is between the age of 35-45years and only 12 percent
of the respondents are above the age of 45 years.
Table No.A.3: Residual Status
[RETAIL OUTLET] Page 36
7/29/2019 Main Document New
37/66
Residual Status Frequency Percentage
Urban 9 18
Semi urban 15 30
Rural 15 30
Village 11 22
Total 50 100
Figure No.A.3: Residual Status
0
5
10
1520
25
30
35
Urban Semi
urban
Rural Village
FrequencyPercentage
From the above figure, it seems that 18 percent of the respondents are from
urban area, 30 percent of the respondents are from Semi urban area, 30 percent
of the respondent is from rural area and 22 percent of the respondents are from
village.
Table No.A.4: Marital Status
[RETAIL OUTLET] Page 37
7/29/2019 Main Document New
38/66
Marital Status Frequency Percentage
Married 26 52
Unmarried 24 48
Total 50 100
Figure No.A.4: Marital Status
Marital Status
Married
Unmarried
From the above figure, it seems that 52 percent of the respondents are married,
48 percent of the respondent are respondents are unmarried.
Table No.A.5: Occupation
Occupation Frequency Percentage
[RETAIL OUTLET] Page 38
7/29/2019 Main Document New
39/66
Student 12 24
Businessmen 9 18
Profession 18 36
Any other 11 22
Total 50 100
Figure No.A.5: Occupation
0
10
20
30
40
Student
Businessmen
Profession
Anyother
Frequency
Percentage
From the above figure, it seems that 24 percent of the respondents are students,
18 percent of the respondent are respondents are Businessmen,
36 percents of the respondents are professions, 22 percents of the respondents
are from other occupation.
Table No.A.6: Income
Income Frequency Percentage
Below 15,000 21 42
15,000-25000 4 8
25,000-50,000 10 20Above50,000 15 30
[RETAIL OUTLET] Page 39
7/29/2019 Main Document New
40/66
Total 50 100
Figure No.A.6: Income
0
5
10
15
20
25
30
35
40
45
Below
15,000-
25,000-
Above50,000
Frequency
Percentage
From the above figure it seems that 42 percent of the respondents are below
15000 income group, 8 percent of the respondent are from 15000-25000 income
group, 20 percents of the respondents are from 25000-50000 income group 30
percents of the respondents are above 50000 income group.
Table No.B.4.1
Satisfaction of service provided by Retail
outlet
Frequency Percentage
Yes 44 88
No 6 12
Total 5o 100
[RETAIL OUTLET] Page 40
7/29/2019 Main Document New
41/66
Figure No.B.4.1
Satisfaction of serviceprovided
by modern retail
Yes
No
From the above diagram, it seems that 88 percent of the respondents said
that they are satisfied with the service provided by retail outlets, 12 percent of
the respondents says that they are not satisfied with the service provided by
retail outlet
Therefore the null hypothesis H0: There is a significance
relationship between satisfaction level of customers and services provided
by retail outlet are accepted.
Table No.B.4.2
Purchase made in same store Frequency Percentage
Yes 40 80
No 10 20
Table 50 100
Figure No.B.4.2
[RETAIL OUTLET] Page 41
7/29/2019 Main Document New
42/66
Purchase made in same store
Yes
No
From the above diagram it seems that 80 percent of the respondents says
that they are like to revisit for purchase in same store because they are satisfied
with the service provided by retail outlet, 20 percent of the respondents says that
they are not satisfied with the service provided by retail outlet and hence they
dont like to revisit for purchase in same store,
Therefore the null hypothesis H0: There is a significance
relationship between satisfaction level of customers on service quality
rendered by modern retail outlet and repeat purchases are accepted.
Table No.B.4.3
Frequency of shopping at Retail outlet Frequency Percentage
Weekly 15 30
Twice in a week 2 4
Fortnightly 11 22
Monthly 22 44
[RETAIL OUTLET] Page 42
7/29/2019 Main Document New
43/66
Total 50 100
Figure No.B.4.3
Frequency of shopping at Retail
outlet
0%20%40%60%
Weekly
Twicein
aweek
Fortnigh
tly
Monthly
Percentage
From the above diagram it seems that 30 percent of the respondents says that
they shop at the retail out let Weekly, 4 percent of the respondents says that they
shop at the retail outlet twice in a week, 22 percent of the respondents says that
they visit retail outlet fortnightly and the remaining 44 percent of the
respondents says that they visit retail outlet Monthly.
Table No.B.4.4
News paper used regularly Frequency Percentage
Times of India 07 14
Business line 05 10
Udayavani 35 70
Other 03 06
Total 50 100
[RETAIL OUTLET] Page 43
7/29/2019 Main Document New
44/66
Figure No.B.4.4
News papers used Regularly
0%20%40%60%80%
Timesof
India
Business
line
Udayavani
Other
Percentage
From the above diagram it seems that 14 percent of the respondents says that
they read Times of India news paper regularly, 10 percent of the respondents
says that they read Business line news paper regularly, 70 percent of the
respondents says that Udayavani news paper regularly and the remaining 6
percent of the respondents says that they read Other than mentioned news paper
like Vijay Karnataka, The Hindu etc.
Table No.B.4.5
Important during purchase Frequency Percentage
Quality 41 82
Price 05 10
Selection 04 8
Other 00 0
Total 50 100
Figure No.B.4.5
[RETAIL OUTLET] Page 44
7/29/2019 Main Document New
45/66
0%
50%
100%
Quality Selection
Important during purchse
Percentage
From the above diagram it seem that 82 percent of the respondents says for
them Quality of the product is important during purchase, 10 percent of the
respondents says that they see price of the product while purchase the product, 8
percent of the respondents says that for them selection is important during the
purchase and the remaining 0 percent of the respondents says that they see
during the purchase other things like friends influence, fashion etc.
Table No.B.4.6
Favorite day to shop Frequency Percentage
Yes 46 92
No 04 08
Total 50 100
Figure No.B.4.6
[RETAIL OUTLET] Page 45
7/29/2019 Main Document New
46/66
From the above diagram it seems that 92 percent of the respondents said
that they are having special day to shop in that 90% of the respondent like to
purchase on Sunday, 8 percent of the respondents said that they do not have any
special day to shop.
Table No.B.4.7
Satisfaction with the
hours the Retail shops
are open
Frequency Percentage
Yes 46 92
No 04 08
Total 50 100
Figure no.B.4.7
[RETAIL OUTLET] Page 46
Favorite day to shop
Yes
No
7/29/2019 Main Document New
47/66
Satisfaction with the Hours that
Retail outlets are open
Yes
No
From the above diagram, it seems that 92 percent of the respondents says that
they are satisfied with the hour that retail shops are open, 8 percent of the
respondents says that they are not satisfied with that.
Table No.B.4.8
People develop strong
brand loyalty
Frequency Percentage
Yes 44 88
No 06 12
Total 50 100
Figure No.B.4.8
[RETAIL OUTLET] Page 47
7/29/2019 Main Document New
48/66
People develop strong brand
loyalty
Yes
No
From the above diagram, it seems that 88 percent of the respondents saiys
that usually people develop strong brand loyalty, 12 percent of the respondents
are negative opinion for this statement.
Table No.B.4.9
Awareness of Retail outlet Frequency Percentage
Mail received at your home
01 02
Radio 04 08
T.V 41 82
Other 04 08
Total 50 100
Figure No.B.4.9
[RETAIL OUTLET] Page 48
7/29/2019 Main Document New
49/66
Awarness of Retail outlet
0%20%40%
60%80%
100%
received
atyour
T.V
Percentage
From the above diagram it seems that 2 percent of the respondents says that
they are aware of Retail out let because of the Mail received at their home, 8
percent of the respondents says that they aware because of Radio, 82 percent of
the respondents says that they aware because of T.V and the remaining 8
percent of the respondents says that they aware because of other mode like
News paper, Friends etc.
Table No.B4.10
Availability of quality
of merchandise
Frequency Percentage
Very Good 07 14
Acceptability 28 56
Good 15 30
Below standard 00 00
Total 50 100
Figure No.B4.10
[RETAIL OUTLET] Page 49
7/29/2019 Main Document New
50/66
Availability of quality of
merchandise
0%20%40%60%
Very
good
Accepta
bility
Good
Belowrd
standard
Percentage
From the above diagram, it seems that 14 percent of the respondents says that
availability of quality of merchandise in Retail outlet are very good, 56 percent
of the respondents says that availability of quality of merchandise is acceptable
and remaining 30 percent of the respondents says that is good.
Table No.B.4.11
Selection and variety of merchandise Frequency Percentage
Very Good 07 14
Acceptability 14 28
Good 27 54
Below standard 02 04
Total 50 100
Figure No.B.4.11
[RETAIL OUTLET] Page 50
7/29/2019 Main Document New
51/66
Selection and quality of
merchandise
0%20%40%60%
Very
good
Accepta
bility
Good
Belowrd
standard
Percentage
From the above diagram it seems that 14 percent of the respondents says that
selection and variety of Merchandise is availability of quality of merchandise in
Retail outlet is very good, 28 percent of the respondents says that selection and
variety of Merchandise is availability of quality of merchandise is acceptable,
54 percent of the respondents says that selection and variety of Merchandise
are good and remaining 4 percent of the respondent says that selection and
variety of Merchandise is below standard.
Table No.4.12
Price appeal Frequency Percentage
Very Good 05 10
Acceptability 26 52
Good 17 34
Below standard 02 04
Total 50 100
Figure No.4.12
[RETAIL OUTLET] Page 51
7/29/2019 Main Document New
52/66
Price appeal
0%20%
40%60%
Verygood
Acceptabil
ity G
ood
Belowrd
standard
Percentage
From the above diagram, it seems that 10 percent of the respondents said that
Price appeal in Retail outlet is very good, 52 percent of the respondents says
Price appeal in Retail outlet is acceptable, 34 percent of the respondents says
that Price appeal in Retail outlet good and remaining 4 percent of the
respondent said that Price appeal in Retail outlet is below standard.
Table No.B.4.13
Sales clerk service in Retail outlet Frequency Percentage
Very Good 10 20
Acceptability 21 42
Good 19 38
Below standard 00 00
Total 50 100
Figure No.B.4.13
[RETAIL OUTLET] Page 52
7/29/2019 Main Document New
53/66
Sales clerk service in retail outlet
0%10%
20%30%40%50%
Verygood
Acceptabil
ity G
ood
Belowrd
standard
Percentage
From the above diagram, it seems that 20 percent of the respondents says that
sales clerk service in Retail outlet is very good, 42 percent of the respondents
said sales clerk service in Retail outlet is acceptable and remaining 38 percent
of the respondents said that sales clerk service in Retail outlet is good.
Table No.B.4.14
Parking availability Frequency Percentage
Very Good 07 14
Acceptability 20 40
Good 17 34
Below standard 06 12
Total 50 100
Figure No.B.4.14
[RETAIL OUTLET] Page 53
7/29/2019 Main Document New
54/66
Parking availability
0%10%
20%30%40%50%
Verygood
Acceptabil
ity G
ood
Belowrd
standard
Percentage
From the above diagram, it seems that 14 percent of the respondents says that
parking availability in Retail outlet is very good, 40 percent of the respondents
said parking availability in Retail outlet is acceptable, 34 percent of the
respondents says that parking availability in Retail outlet good and remaining
12 percent of the respondent says that parking availability in Retail outlet is
below standard.
Table No.B.4.15
Access routes Frequency Percentage
Very Good 14 28
Acceptability 15 30
Good 20 40
Below standard 01 02
Total 50 100
Figure No.B.4.15
[RETAIL OUTLET] Page 54
7/29/2019 Main Document New
55/66
Access Routes
0%5%
10%15%20%25%
Verygood
Acceptabil
ity G
ood
Belowrd
standard
Percentage
From the above diagram it seems that 28 percent of the respondents says that
access routes to Retail outlet is very good, 30 percent of the respondents says
access routes to Retail outlet is acceptable, 40 percent of the respondents says
that access routes to Retail outlet is good and remaining 2 percent of the
respondent says that access routes to Retail outlet is below standard.
Table No.B.4.16
Satisfaction with
returns and adjustment Frequency Percentage
Very Good 10 20
Acceptability 23 46
Good 17 34
Below standard 00 00
Total 50 100
Figure No.B.4.16
[RETAIL OUTLET] Page 55
7/29/2019 Main Document New
56/66
Satisfaction with returns and
adjustments
0%20%40%60%
Very
good
Accepta
bility
Good
Belowrd
standard
Percentage
From the above diagram, it seems that 20 percent of the respondents says that
satisfaction with returns and adjustment is very good, 46 percent of the
respondents said satisfaction with returns and adjustment is acceptable,
remaining 34 percent of the respondents says that satisfaction with returns and
adjustment is good
Table No.B.4.17
Retail outlet Events Frequency Percentage
Very Good 11 22
Acceptability 16 32
Good 23 46
Below standard 00 00
Total 50 100
Figure No.B.4.17
[RETAIL OUTLET] Page 56
7/29/2019 Main Document New
57/66
Retail outlet Events
0%10%
20%30%40%50%
Verygood
Acceptabil
ity G
ood
Belowrd
standard
Percentage
From the above diagram, it seems that 22 percent of the respondents say that
Retail outlet Event is very good, 32 percent of the respondents said Retail outlet
Event is acceptable, and remaining 46 percent of the respondents says that
Retail outlet Event is good.
Table No.B.4.18
Educational attainment
influence on Buying
habits
Frequency Percentage
Yes 41 82
No 09 18
Total 50 100
Figure No.B.4.18
[RETAIL OUTLET] Page 57
7/29/2019 Main Document New
58/66
Educational attainment influence on buying habit
Yes
No
From the above diagram, it seems that 82 percent of the respondents says that
Educational attainment influence on buying habit and remaining 18 percent of
the respondents says that Educational attainment influence on buying habit.
Table No.B.4.19
Fascinates of shopping
in Mall Frequency Percentage
Membership card 09 18
Discount mailer 25 50
Parking availability 06 12
Lucky draw offer 10 20
Total 50 100
Figure No.B.4.19
[RETAIL OUTLET] Page 58
7/29/2019 Main Document New
59/66
Fascinates of shopping in Mall
0%
20%
40%
60%
Member
shipcard
Discount
mailer
Parking
availability
Lucky
drawoffer
Percentage
From the above diagram it seems that 18 percent of the respondents says that
they Fascinates of shopping in Mall because of Membership card, 15 percent of
the respondents said they are Fascinates of shopping in Mall because Discount
mailer, 12 percent of the respondents says that they Fascinates of shopping in
Mall because of Parking availability and remaining 20 percent of the respondent
says that they Fascinates of shopping in Mall because of Lucky draw offer.
Findings and summary:
Fifty percent of the respondents are Male, 50 percent of the respondents
are female.
Thirty two percent of the respondents are below the age of 25 years, 40
percent of the respondents are between the ages of 25-35, 16 percent of
the respondent is between the age of 35-45years and only 12 percent of
the respondents are above the age of 45 years.
Eighteen percent of the respondents are from urban area, 30 percent of
the respondents are from Semi urban area, 30 percent of the respondent is
from rural area and 22 percent of the respondents are from village.
From the above figure, it seems that 52 percent of the respondents are
married, 48 percent of the respondent are respondents are unmarried.
Twenty percent of the respondents are students, 18 percent of the
respondent are respondents are Businessmen,36 percents of the
[RETAIL OUTLET] Page 59
7/29/2019 Main Document New
60/66
respondents are professions, 22 percents of the respondents are from
other occupation From the above figure it seems that 42 percent of the
respondents are below 15000 income group, 8 percent of the respondent
are from 15000-25000 income group, 20 percents of the respondents are
from 25000-50000 income group 30 percents of the respondents are
above 50000 income group.
Eighty eight percent of the respondents said that they are satisfied with
the service provided by retail outlets, 12 percent of the respondents says
that they are not satisfied with the service provided by retail outlet
Therefore the null hypothesis H0: There is a significance relationship
between satisfaction level of customers and services provided by retail
outlet are accepted.
Eighty percent of the respondents says that they are like to revisit for
purchase in same store because they are satisfied with the service
provided by retail outlet, 20 percent of the respondents says that they arenot satisfied with the service provided by retail outlet and hence they
dont like to revisit for purchase in same store,
Therefore the null hypothesis H0: There is a significance
relationship between satisfaction level of customers on service quality
rendered by modern retail outlet and repeat purchases are accepted.
Eighty percent of the respondents says that they are like to revisit for
purchase in same store because they are satisfied with the service
provided by retail outlet, 20 percent of the respondents says that they are
not satisfied with the service provided by retail outlet and hence they
dont like to revisit for purchase in same store,
[RETAIL OUTLET] Page 60
7/29/2019 Main Document New
61/66
Therefore the null hypothesis H0: There is a significance
relationship between satisfaction level of customers on service quality
rendered by modern retail outlet and repeat purchases are accepted.
Fourteen percent of the respondents says that they read Times of India
news paper regularly, 10 percent of the respondents says that they read
Business line news paper regularly, 70 percent of the respondents says
that Udayavani news paper regularly and the remaining 6 percent of the
respondents says that they read Other than mentioned news paper like
Vijay Karnataka, The Hindu etc.
Eighty two percent of the respondents says for them Quality of the
product is important during purchase, 10 percent of the respondents says
that they see price of the product while purchase the product, 8 percent of
the respondents says that for them selection is important during the
purchase and the remaining 0 percent of the respondents says that they
see during the purchase other things like friends influence, fashion etc.
Nighty two percent of the respondents said that they are having specialday to shop in that 90% of the respondent like to purchase on Sunday, 8
percent of the respondents said that they do not have any special day to
shop.
Nighty two percent of the respondents says that they are satisfied with the
hour that retail shops are open, 8 percent of the respondents says that they
Recommended