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Post 1991 period, the consumer awareness has increased. He also has become price sensitive. The consumer looks for convenience in food shopping and consumption. The rising income levels coupled with the shoppers’ desire for both convenience and new tastes and stimulation, gave ample opportunities for the organized sector to take shape in the form of supermarkets. Since the deep penetration of kirana stores in India, It is self evident that success of the organized food retailing would have to essentially draw away shoppers from, the roadside hawkers and kirana stores to supermarkets. The low pricing strategies of the kirana stores where the competition is ruthless with little heterogeneity, organized retailers would have to depend on his understanding and ability to squeeze his supply chain to succeed. This study attempts to determine the important attributes which are the key determinants in consumer behavior towards organized food retail. Further we generate a model that links the strategies of the retailers to their attempts in retaining and expanding their customer base.
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AUTHORED BY :
Ms. Hemanti RichaMr. Manish Arora
Prof. Prashant KulkarniProf. Anantha Murthy N.K.
Mr. Chidambara S.T.
HOW DID WE GET STARTED
Just walk into a retail outletAnd the choices are ……You just cant leave empty handed !!!!And your regular grocery shopping changes from 99% perspiration, 1% motivation to 100% motivation
CURRENT RETAIL SCENE
11 retail stores per 1000 peopleOnly 6% organized retailSales growth from high to moderateShare of organized retailingCompetitorsCustomer profile
MARKET DISTRIBUTION IN ORGANIZED RETAIL
food & grocery, 9
1
clothing, 55
furniture &
fixtures, 27
pharma, 27
durables, 18
watch & jewelry, 1
8
BACKGROUND
Post 1991 period, privatizationRising disposable income levelsDINKS couplesMNCs stepping inExpenditure patternIndian business houses in full swingSCM the buzz wordAggressive Business strategies for retail
OBJECTIVE
• Changing patterns of food retailing in India• Success factors of the organized food
retailers’ vis-à-vis the ordinary grocers. • Role of supply chain as a success factor• Measuring success at store level • Inflection point in Consumer perception • The retailer’s perceptions on their success
factors
METHODOLOGY
Data collection ExploratoryRandom samplingPilot Survey through questionnaire Identify the attributes which play a significant role in building the consumer perception
METHODOLOGY
Identified factorsExit interviews of customersFactors attributing to Relative importance were analyzedIn depth interview with operations manager
ANALYSIS
Tool used - SPSS 13.0 packageAgreement levelsFrequency of shopping vs. income levelShopping habits vs. age groupIdeal mix of attributes according to customerAttribute mix which leads to store change
OBSERVATIONS
0
5
10
15
20
25
SA A D SD DK
safety
quality
healthy
pricing
info'n
ambience
mandi
experince
freshness
OBSERVATIONS
210-1-2
Dimension 1
1.0
0.5
0.0
-0.5
-1.0
-1.5
-2.0
Dim
ensi
on 2
OTHERS DISCOUNT STORES
LOCAL MARKETCONVENIENCE SHOP
SUPER MARKET
50 & ABOVE
35-50
20-35
BELOW 20
TYPES OF SHOPVISITED
age
Symmetrical Normalization
Row and Column Points
OBSERVATIONS
Age TYPES OF SHOP VISITED
SUPER
MARKET
CONVENIENCE
SHOP
LOCAL
MARKET SPECIALIST SHOP
DISCOUNT
STORES
O
T
H
E
R
S
BELOW 20 0 0 1 0 0 0
20-35 9 4 3 0 1 2
35-50 0 3 0 0 0 0
50 & ABOVE 0 0 1 0 0 0
OBSERVATIONS
Ideal Preference of customers
0
100
200
300variety
price
quality
service
discount
experience
OBSERVATIONS
Change factors for preference
0
10
20
30variety
price
quality
service
discount
experience
THE DIFFERENCEParticulars Retailers view Customer view
Price Providing items at 5 to 10 % less cost compared to mandi
or other local grocers.
No saving if we add commuting cost in total bill of
purchase.
Quality Providing better quality than local mandi. Yes ,we get better quality ( saves time ).
Service Providing better service than grocers. Grocers are providing better customize service.(
providing credit facility).
Variety Large number of SKU’s & different goods under one roof. Yes we get more variety & types of goods .
S.No Mean Imp.Index Store
1 4.23 2.12 FABMALL
2 4.66 1.98 FOODWORLD
3 4.68 1.66 SUBHIKSHA
4 4.78 1.51 SUN 2 MON
5 4.8 1.60 FOODBAZAAR
6 5.63 0.81 RELIANCE
7 7.07 0.15 NILGIRI
8 7.76 0.02 NAMDHARI
THAT’S WHERE U R….
Repeat Customer Base
Promotional Campaigns.
INFERENCES
20-35 age groupOlder groups - convenience stores or the local marketsVariety, price and serviceOrganization’s position on the basis of promotional strategy and customer loyaltyReadiness to provide the relationship
SUMMARY
Organized retail is still in infancy stage in India.The liberalization and reforms provided impetus to it with promising prospects for future. A host of factors can be attributed to the success of retail which may vary from price variety, service, environment and discounts.Inferences derived from extensive research for variants acting or affecting retail’s performance..
THANK YOU….
SUGGESTIONS…….
