Chetna Final Retail Petronagr (Print)

7/31/2019 Chetna Final Retail Petronagr (Print)

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Service Industry profile:

Service Sector in India today accounts for more than half of India's GDP.

According to data for the financial year 2006-2007, the share of services,

industry, and agriculture in India's GDP is 55.1 per cent, 26.4 per cent, and

18.5 per cent respectively. The fact that the service sector now accounts

for more than half the GDP marks a watershed in the evolution of the Indian

economy and takes it closer to the fundamentals of a developed economy.

Services or the "tertiary sector" of the economy covers a wide gamut of

activities like trading, banking & finance, infotainment, real estate,transportation, security, management & technical consultancy among

several others. The various sectors that combine together to constitute

service industry in India are:

Trade

Hotels and Restaurants

Railways

Other Transport & Storage

Communication (Post, Telecom)

Banking

Insurance

Dwellings, Real Estate

Business Services

Public Administration; Defense Personal Services

Community Services

Retail

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There was marked acceleration in services sector growth in the

eighties and nineties, especially in the nineties. While the share of services

in India's GDP increased by 21 per cent points in the 50 years between

1950 and 2000, nearly 40 per cent of that increase was concentrated in the

nineties. While almost all service sectors participated in this boom, growth

was fastest in communications, banking, hotels and restaurants,

community services, trade and business services. One of the reasons for

the sudden growth in the services sector in India in the nineties was the

liberalization in the regulatory framework that gave rise to innovation and

higher exports from the service sector.

The boom in the services sector has been relatively "jobless". The

rise in services share in GDP has not accompanied by proportionate

increase in the sector's share of national employment. Some economists

have also cautioned that service sector growth must be supported by

proportionate growth of the industrial sector; otherwise the service sector

grown will not be sustainable. In the current economic scenario it looks thatthe boom in the services sector is here to stay as India is fast emerging as

global services hub.

The services sector will be the top employer in India, while the public

administration and education sector is to hire the lowest number of

employees. Overall, though, the Manpower Employment Outlook

Survey says Indian employers are anticipating a stronger third quarter

employment outlook, compared with their counterparts in the Asia Pacific

region.

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Company Profile:

Retail is an Indias largest industry, accounting for over 10% of

countrys GDP & around 8% of the employment. Retail industry in India is at

the crossroads. It has emerged as one of the most dynamics & fast paced

industry with several players entering the market. But because of the

heavy investments required, breakeven difficult to achieve & many of these

players have not tested success so far. However the future is promising the

market is growing, government policies are becoming more favorable &

emerging technologies are facility operations.

Retailing in India is gradually inching its way toward becoming the

next boom industry. The whole concept of shopping has altered in terms of

format & customer buying behavior, Ushering in a revaluation in shopping

in India. Modern Retail has entered India as seen in sprawling shopping

center, multi store Malls &huge complexes offer shopping, Entertainment &

food all under one roof.

India has topped the AT Kearneys annual Global Retail Development

Index (GRDI) for the third consecutive year, maintaining its position as the

most attractive market for retail investment.

The Indian retail market -- one of India's fastest growing industries is

expected to grow from US$ 350 billion to US$ 427 billion by 2010.

According to Euro monitor International, the Indian Retail market will grow

in value terms by a total of 39.6 per cent between 2006 and 2011,averaging growth of almost 7 per cent a year.

Modern retail accounts for about 4 per cent of the total retail market

in India. This share is expected to increase to about 15 -20 per cent with

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the entry of a number of corporate into the segment. Modern retail formats

have

grown by 25-30 per cent in India in the last year and could be worth US$

175-200 billion by 2016.

Currently the value of the retail market is estimated at around $270

billion with a growth rate of 5.7 percent per annum according to the India

Retail Report 2007. India Retail Report 2007 said that organized retail in

India has the potential to add over Rs 2000 billion business by the Year

2010 generating employment for some 2.5 million people in various retail

operations and over 10 million additional workforce in retail support

activities including contract production and processing, supply chain and

logistics, retail real estate development and management.

The Indian retail sector is at inflexion point where the growth of

organized retailing in growth consumption by the Indian population is going

to take a higher growth trajectory. The Indian population is witnessing a

significant changing its demographics. A large young working populationwith median age of 24 years, nuclear families in urban areas, along with

increasing working women population & emerging opportunities in the

services sector are going to be the key growth drivers of the organized

retail sector in India.

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INTRODUCTION OF DHIRAJ SONS MEGA STORE PVT LTD, SURAT:

Dhiraj Sons Mega Store Pvt. Ltd is a corporate group comprising of a

business activity firms like Mega Store, Super Store, Music Shop, Card

Shop, Toy Shop and now Fashion World.

History:

Dhiraj Sons is in business since last 62 years, starting off with doing

small business in Grocery and Kirana shop in posh area of Athwalines,

Surat. It was the first to start a Family General Store in 1947, namely R.

Dhiraj Modi..

Subsequently following the overwhelming response from the people, for the first time

in Gujarat, it ventured into a Departmental Store Dhiraj Sons in 1984. It became a pioneer in

introducing for the first time in Gujarat the self service system and online computerized billing

system. Continuing with the successful progress march, it also added a Greeting Card Shop, a

Music Shop, Plastic Corner and a Stationery Corner to its establishment in the year 1995,

which was due to the faith and love of the people of Surat in us and our management, which

made us stand apart from the rest of our competitors. In 29-04-2000, we inaugurated Dhiraj

Sons - The Mega Store at Chowpatty, a 15,000 square feet shopping store. A complete

'shop entertainment' environment kind of store. Catering to demands of our valued customers,

in 2002 we unveiled Dhiraj Sons - The Super Market, at Parle Point a 15,000 square feet

shopping store for their shopping ease and comfort. From a small Grocery Store in 1947 to

Super Store, Mega Store and Fashion World in 2002 shows the kind of progress we have made

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http://www.dhirajsons.com/megastore/index.htmhttp://www.dhirajsons.com/megastore/index.htmhttp://www.dhirajsons.com/megastore/index.htmhttp://www.dhirajsons.com/megastore/index.htm


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and always leading from the front. This all has been possible because of the trust and love from

our valued Dhiraj Customers and due to our fellow staff

members. This has always promoted us to take a major step forward in presenting our

customers with new innovations and dimensions.

Branches of Dhiraj Sons:

FASHION

WORLD

A grand Fashion world for branded Men,

Women, Kids Garments & Accessories and

presenting a constant changing Fashion

World. The entire place is totally air

conditioned with gorgeous automatic

escalator entrance.MEGA

STORE

A Three Storeyed store housing all kinds of

groceries, toiletries, food stuffs, household

items, crockery's, watches, electronic

items, gift items etc.SUPER

MARKET

A store housing all kinds of groceries,

toiletries, food stuffs, household items,

crockery's, watches, electronic items, gift

items etc.

TOY SHOP An extravagant collection of toys & soft

toys and games are available for kids of all

ages.Cards for Birthday, Anniversary, Sorry,

Thank you, New year, Christmas, Pateti, Idd, Condolences, Friendship,Love, Best Wishes and all Occasions.

All kinds of plastic items like buckets,

tumblers, boxes, jars, household items

etc.English, Hindi, Gujarati Audio Cassettes and Compact Discs (CDs).

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Research Methodology

3.1 Problem definition:

Mgt Decision Problem:

How to improve the quality and variety or merchandise, speed of

service, and courtesy of employees within the existing stores and

how to increase purchase frequency?

Mgt Research Problem:

How to make Dhiraj sons mega store Pvt ltd a most preferreddestination and a one stop shop.

Problem Definition:

1) Whether the distance is the importance in purchase frequency?

2) What are the stores attribute that are important predictor of

purchase frequency?

3) Which store attribute is most important predictor of purchase

frequency?

4) What are the various features looked for in a good shopping

mall by people visiting it?

5) What are the features that are lacking in Dhirajsons according

to the people visiting it?

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3.2. Objectives of Study:

Following are the objectives of the present study: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 Dhiraj sons mega store Pvt ltd a most

preferred destination and a one stop shop.

Secondary objectives:

1) To know the dimension of retail patronage.

2) To know the purchase frequency by importance of distance.

3) To know the importance of store attribute with respect to

purchase frequency.

4) To measure the overall qualitative evaluation of the store.

5) To know the most important store attribute predictor in purchase

frequency.

6) To know the various features looked for in a good shopping mall

by people visiting it.

7) To know the features that are lacking in Dhiraj Sons according to

the people visiting it.

3.3. Research Methodology:Research Methodology is the systematic design, collection,

analysis and reporting of data and findings, relevant to appraisal

specific personnel situation facing the company.

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Research Methodology describes the research procedure. This

research procedure covers the following points:

A. Research design

B. Data collection method

C. Sampling plan

A. Research Design:

A research design is an overall framework of project that

indicates what information to be collected from which sources and by

which procedures.

Research design is the plan, structure, and strategy of

investigation conceived so as to obtain answers to research questions

and to control variance.

In this project, descriptive and cross-sectional research design

has been used because it describes the phenomena under study and

recommendations findings are specific under this study. Cross-

sectional studies are carried out once and selected as the researchwill be carried out in a particular time limit only.

The Six Ws

WHO-Who should be considered a potential respondent?

Potential respondent: Potential customers of Dhiraj sons Pvt, ltd

Surat and Bardoli.

WHAT-What information should be obtained from respondent?

The qualitative information about the store.

WHERE-Where should the respondents be contacted to obtain the

required information?

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The respondent is contacted within the four stores of Dhiraj sons

Pvt, Ltd-Ghod Dhod road, Parle point, Nanpura (fashion world),

Bardoli

WHY-Why are we obtaining information from the respondents? Why is

the marketing research project being conducted?

To improve the quality and variety or merchandise, speed of service,

and courtesy of employees within the existing stores and increase

purchase frequency of Dhiraj sons stores.

WAY- In what way are we going to obtained information from the

respondents?

Prepare a questionnaire and conduct face to face personal interview.

WHEN-

21 may 2007 to 20th July 2007?

B- Data collection Method:

There are two sources of data:

1. Primary data sources

2. Secondary data sources

Primary data are collected by using the Survey method of data

collection.

Secondary data are collected from books on research, marketing,

past research reports and websites and research paper of Determination

of retail patronage by J. Patrick Kelly, Brigham Young University and

Scott M. Smith, Brigham Young University.

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Research Measurement Tool

The most popular research instrument for data collection -

questionnaire has been used. This questionnaire has been administered

through face to face interviews.

Type of Questions

In the questionnaire, close ended questions included. The

close-ended questions further included multiple-choice questions as

well as rating scale questions.

Pre-Testing of questionnaire:

It is necessary to check the questionnaire, before actual

research is done. Therefore pilot testing is done. In this case, Pilot

testing was done for 20 respondents from each store and based on

the feedback, the questionnaire was fine-tuned.

C. Sampling Plan:

Sampling Design and Sampling Method:

In this study, non-probability sampling design has been used and the

sampling method employed is Convenience Sampling. Sampling. This

has been done instead of pure random sampling method (Probability

Sampling) because of time and money constraints.

I-Define the Target population

-Element: Potential Customer

-Sampling Unit: visitors and customer of Dhiraj sons

-Extent: Surat city( 4 branch of Dhiraj sons

-Time: 21st may 2007 to 20thJuly 2007

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ii- Define sampling frame:

Customer record book

iii. Select sampling techniques:

Non-probability, Convenience. This has been done instead of

pure random sampling method (Probability Sampling) because of

time and money constraints.

iv. Determine sample size:

200 customers of Different branch of Dhiraj sons.

v. Execution of sampling process:

Data have bee collected from Dhiraj sons store i.e. Athwagate,

Ghod Dhod Road, Parlepoint, Fashion world and Bardoli by

conducting interview of Customer.

3.4. Statistical Test Used:

I have use SPSS software for doing all kind of statistical test.

Mean- means value is obtained by adding together all the items and

by dividing this total by the number of items.

Median- middle value in a distribution.

Mode- the model value in a series of observation which occurs with

the great frequency.

Standard deviation- a probability distribution, random variable. Or

population or multi set of values is a measure of the spread of its

values.

One-sample t test The One-sample T test compares the mean

score of a sample to a known value.

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Q-1 how frequently you come to Dhiraj sons?

Purpose-To know the purchase frequency.

Times responders visit Dhiraj sons

Frequency Percentage

At least once in a week 138 69.0In a month 60 30.0In a year 2 1.0Total 200 100.0

Frequency

In a year

In a month

At least once in a w

INTERPRETATION:

From the above table and graph we can say 69% responded out of

100, visit Dhiraj sons once in a week, so they can be called as loyal

customers of Dhiraj sons but they need to attract the monthly shoppers

because it covers a small market but if they shop at least once in a week,

the sales of Dhiraj sons would be increases.

Measurement of Central Tendency

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N /

Missing Mean

Quality 200 0 4.14

Cleanliness 200 0 3.95

Atmosphere and dcor 200 0 3.95Courtesy of service 200 0 3.70Speed of service 200 0 3.41Varieties 200 0 3.78Price 200 0 3.74Nearness of store 200 0 3.92

From above table of Measurement of Central Tendency from 5-point

scale, we can see that all the respondents are positively agree (4) with all

the statement.

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SUMMURY OF t- TEST

Merchandise of the quality of the store

Test Value

= 3

t dfSig.

(2-tailed)

Mean

Difference

95%

Confidence

Interval of

the

DifferenceLower Upper

Quality 23.188 199 .000 1.13 1.04 1.23

Cleanliness 16.903 199 .000 .94 .83 1.06

Atmosphere

and dcor16.046 199 .000 .95 .83 1.07

Courtesy of service 10.905 199 .000 .70 .57 .83

Speed of service 5.654 199 .000 .40 .26 .55

Varieties 12.505 199 .000 .77 .65 .90Price 12.730 199 .000 .74 .63 .85

Nearness of store 9.547 199 .000 .92 .73 1.10

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Q-1 Merchandise of the quality of the store is good.

1-Storngly disagree,2-Disagree,3-Neutral, 4-Agree, 5-Strongly

agree

Purpose- With the help of this statement we can find that the Merchandise

quality of a store is good or not.

Null Hypothesis (HO): There is no significant difference between

calculated mean and hypothesized mean. In other words, we hypothesize

that the customer are neutral that the quality is one of the important

criteria consider by them while taking purchase decision

Alternative Hypothesis (H1): There is significant difference between

calculated mean and hypothesized mean. In other words the customer are

not neutral that the quality is one of the important criteria consider by

them while taking purchase decision

Statistical Test: one sample t-test is chosen because the measurement of

data is interval in nature.

Significance level: 0.05

Test value at 3.0

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One-Sample Test

N Mean

Std.

Deviation Std. Error MeanQuality 200 4.14 .69 4.89

One-Sample test

Test Value = 3

t df Sig.(2-tailed)

MeanDifference

95% Confidence

Interval of the


Quality 23.188 199 .000 1.13 1.04 1.23

Inference:

Here the test is performed at 95% significance level and the p-value comesout as 0.000which is less than 0.05, it means that the null hypothesis H0 is

rejected and alternative hypothesis H1 is accepted and it can be said that

there is significant difference between calculated mean and hypothesized

mean. From the Mean value (4.14)& t-test value we can analyzed that

customer are above neutral level i.e. agree with the statement that the

Merchandise quality of a store is good and the quality is one of the

important criteria consider by them while taking purchase decision.

Over all cleanliness of the store

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Q-2 over all cleanliness of the store is good.

1-Storngly disagree, 2-Disagree, 3-Neutral, 4-Agree, 5-Strongly

agree

Purpose- With the help of this statement we can analyzed that whether

cleanliness of the store is good or not.



that the customers are neutral that theOver all cleanliness of the store is

one of the important criteria consider by them while taking purchase

decision


calculated mean and hypothesized mean. In other words the customers are

not neutral that the Over all cleanliness of the store is one of the important

criteria consider by them while taking purchase decision




Test value at 3.0

One-Sample Test

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N Mean

Std.

Deviation Std. Error Meancleanliness

200 3.95 .79 5.59

One-Sample Test

Test Value = 3

t dfSig.

(2-tailed)

Mean

Difference

95% Confidence

Interval of the


Cleanliness 16.903 199 .000 .94 .83 1.23

Inference:

Here the test is performed at 95% significance level and the p-value comes

out as 0.000 which is less than 0.05, it means that the null hypothesis H0 is

rejected and alternative hypothesis is accepted and it can be said that

there is significant difference between calculated mean and hypothesizedmean. From the Mean value (3.95)& t-test value we can analyzed that


Over all cleanliness of the store is good. And the cleanliness is one of the


Atmosphere and decoration of the store

Q-3 Atmosphere and decoration of the store is good.

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agree


the Atmosphere and decoration of the store is good or not.



that the customer are neutral thatAtmosphere and decoration of the store

is thestore is one of the important criteria consider by them while taking

purchase decision.



that the customer are not neutral thatAtmosphere and decoration of the

store is thestore is one of the important criteria consider by them while

taking purchase decision.




Test value at 3.0

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One-Sample Test

N Mean Std. Deviation Std. Error MeanAtmosphere 200 3.95 0.84 5.92

One-Sample Test

Test Value = 3

t dfSig.

(2-tailed)

Mean

Difference

95% Confidence

Interval of the


Atmosphere 16.046 199 .000 .95 .83 1.07

Inference:


out as 0.000 which is less than 0.05, it means that the null hypothesis H0

is rejected and alternative hypothesis is accepted and it can be said that


mean. From the Mean value (3.95) & t-test value we can analyzed that


Atmosphere and decoration of the store is goodand

Atmosphere and decoration of the store is one of the important criteria

consider by them while taking purchase decision.

Courtesy of service from employee

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Q-4 Courtesy of service from employee is good enough.


agree

Purpose- With the help of this statement we can analyzed that whether w

Courtesy of service from employee is good enough or not.



that the customer are neutral that Courtesy of service from employee of

the store is one of the important criteria consider by them while taking

purchase decision.



that the customer are not neutral that Courtesy of service from employee

of thestore is one of the important criteria consider by them while taking

purchase decision.




Test value at 3.0

One-Sample Test

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N Mean

Std.

Deviation Std. Error MeanServices from

employees200 3.70 0.91 6.42

One-Sample Test

Test Value = 3

t dfSig.

(2-tailed)

Mean

Difference

95% Confidence

Interval of the


Services from

the employees10.945 199 .000 .70 .57 0.83

Inference:





mean. From the Mean value (3.70) & t-test value we can analyzed that


Courtesy of service from employee is good enough

And the Courtesy of service from employee of the store is one of the


Speed of services in the store

Q-5 Speeds of services in the store is good.

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agree


Speeds of service in the store is good or not.


calculated mean and hypothesized mean (3). In other words, we

hypothesize that the customer are neutral that Speeds of service in the

store is one of the important criteria consider by them while taking

purchase decision.



that the customer are not neutral that the Speeds of service in the storeis


decision.




Test value at 3.0

One-Sample Test

N Mean Std. Deviation Std. Error Mean

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Speed of

services 200 3.41 1.01 7.16

One-Sample Test

Test Value = 3

t dfSig.

(2-tailed)

Mean

Difference

95% Confidence

Interval of the


Speed of

Services5.654 199 .000

.40 .26 0.55

Inference:


out as 0.000which is less than 0.05, it means that the null hypothesis H0 is




customer are above neutral level i.e. agree with thatSpeeds of service in

the store is good and Speeds of service in the store is important criteria


varieties of merchandise in store

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Q-6 Varieties of merchandise in store are available.


agree


the Varieties of merchandise available in store or not.



hypothesize that the customer are neutral thatVarieties of merchandise in

store are available and Varieties of merchandise in store are available is


decision.



that the customer are not neutral thatVarieties of merchandise in store are

available and Varieties of merchandise in store are available is one of theimportant criteria consider by them while taking purchase decision.




Test value at 3.0

One-Sample Test

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N Mean

Std.

Deviation Std. Error MeanVarieties of

merchandise200 3.78 0.82 5.81

One-Sample Test

Test Value = 3

t dfSig.

(2-tailed)

Mean

Difference

95%

Confidence

Interval of the

Difference

LowerUpp

erVarieties of

merchandise12.505 199 .000 .77 .65

0.9

9

Inference:






customer are above neutral level i.e. agree with that Varieties of

merchandise in store are available and Varieties of merchandise in store

are available is one of the important criteria consider by them while taking

purchase decision

Price of merchandise in store

Q-7 Price of merchandise is reasonable.

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agree


the Price of merchandise is reasonable or not Price of merchandise is on

the important criteria consider by them while taking purchase decision or

not.



hypothesize that the customer are neutral that Price of merchandise is

reasonable and Price of merchandise is one of the important criteria




that the customer are not neutral that that Price of merchandise is

reasonable and Price of merchandise is one of the important criteriaconsider by them while taking purchase decision.




Test value at 3.0

One-Sample Test

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N Mean Std. Deviation Std. Error MeanPrice

200 3.74 0.82 5.81

One-Sample Test

Test Value = 3

t dfSig.

(2-tailed)

Mean

Difference

95% Confidence

Interval of the

Difference

Lower Upper

Price 12.730 199 .000 .74 .63 0.85

Inference:





mean. From the Mean value (3.74)& t-test value we can analyzed thatcustomer are above neutral level i.e. Price of merchandise is reasonable

and Price of merchandise is reasonable is one of the important criteria

consider by them while taking purchase decision

Nearness of the store

Q-8 the store is near to your home (less than 1 km)

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1-Storngly disagree, 2-Disagree,3-Neutral, 4-Agree, 5-Strongly

agree

Purpose- with the help of this statement we can analyze that whether the

distance of the store is important criteria consider by them while taking

purchase decision or not.



hypothesize that the customer are neutral that the store is near to their

home and nearness of the store is one of the important criteria consider by

them while taking purchase decision.



that the customer are not neutral thatthe store is near to their home and

nearness of the store is one of the important criteria consider by them

while taking purchase decision.



Test value at 3.0


One-Sample Test

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N Mean Std. Deviation Std. Error MeanNearness of

the store200 3.92 1.36 9.58

One-Sample Test

Test Value = 3

T dfSig.

(2-tailed)

Mean

Difference

95% Confidence

Interval of the

Difference

Lower Upper

Nearness ofthe store

9.547 199 .000 .92 .73 0.11

Inference:






customer are above neutral level i.e. agree with thatThe store is near to

their home and nearness of the store is one of the important criteria

consider by them while taking purchase decision

ONE SAMPLE t- TEST

Ho: There is no significant difference between actual mean and hypothesis

mean. In other words, respondents are Natural to all statement.

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H1: There is significant difference between actual mean and hypothesis

mean. In other words, respondents are not natural to all statement.

Confidence level : 95%

Test: Here we use one sample t-test because data are interval in Nature.

And we want to find out the direction of the extent respondents are agree

with given statement using 5-point scale.

Summery of One-Sample t-test

Statements MeanTvalue Sig. (2-

tailed)

Quality 4.14 23.188 .000Cleanliness 3.95 16.903 .000Atmosphere and decor 3.95 16.046 .000

Courtesy of service 3.70 10.905 .000Speed of service 3.41 5.654 .000Varieties 3.78 12.505 .000Price 3.74 12.730Nearness of store 3.92 9.547 .000

We have seen in above table that all t-value are positive and mean is

also above three i.e. Neutral. Our all respondents are positively agreed with

all the statements.

All Ho (Null Hypothesis) are rejected because Sig. value is less than0.05, so our H1 (Alternative Hypothesis) are accepted i.e. significant

difference between actual mean and hypothesis mean. In other words, our

all Ho are positively rejected, it means respondents are agree with all the

statements.

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Factor Analysis :

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of

Sampling Adequacy..791

Bartlett's Test

of Sphericity

Approx. Chi-

Square420.811

df 28Sig. .000

KMO measure whether our distribution of values is adequate forconducting factor analysis. Kaiser himself designates level as follows: A

measure >.9 is marvelous, >.8 is meritorious, >.7 is middling, >.6 is

mediocre, >.5 is miserable, and


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Component Initial EigenvaluesTotal % of

Variance

Cumulati

ve %

1 3.270 40.871 40.8712 1.079 13.493 54.3633 .944 11.797 66.1614 .803 10.0438 76.2045 .651 8.140 84.3446 .563 7.041 91.3847 .364 4.556 95.9408 .325 4.060 100.000

Extraction Method: Principal Component Analysis.

There are two factors with Eigenvalues larger than 1.0 and they

account 54% of total variance.

Rotated Component Matrix (a)

Component 1 2Quality .739 9008E-02

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Cleanliness .863 .277Atmospher

e and

decor

.722

.328

Courtesy of

services

.386

.692

Speed of

services

.364.736

Verities .676 3.370E-02Price .674 -1.18E-02Nearness

of store

.201-.605

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a Rotation converged in 3 iterations.

Factor 1- Quality, Cleanliness, Atmosphere and Dcor = Value for

Money Product

Factor 2:Courtesy of services, Speed of services = Quick Service

Cross Tabulation:

Between Income and Purchase frequency

Purchase frequency

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At least

once in

a week

Once in

a month

Once in

a year Total

INCOME

Dependent 37.5% 12.5% 0 50%

Below Rs.15000

12.0% 9.0% 1.0% 22.0%

Rs.15001-

Rs.2500012.0% 5.5% 0 17.5%

Above Rs.

250007.5% 3.0% 0 10.5%

Total 69.0% 30.0% 1.0% 100.0%

From the above table we can say the purchase frequency is higher in

dependent i.e. 50% and the weekly shoppers are also higher in it 37.5%.

Chi-Square Test

Ho: There is no dependency between Income and Purchase Frequency.

H1: There is dependency between Income and Purchase Frequency.

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 11.581 6 .072Fisher's Exact Test 15.238 .105Linear-by-Linear

Association.556 1 .456

N of Valid Cases 200

Value of the Pearson Chi-Square is 11.581; Sig. value is greater then

than 0.05, it means there is no dependency between Income and Purchase

frequency.

Linear-by-Linear Association test whether the two variable correlate

with each other. Here Sig. value is 0.456, so it indicates the meaningless

correlation between Income and Purchase frequency.

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Between Age and Purchase frequency

Purchase frequency

At least

once in a

week

Once in

a month

Once in

a year Total

AGE Below 20 years 4.5% 1.5% 0 6.0%

20-30 Years 30.5% 10.5% 0 41.0%

31-40 Years 20.0% 12.0% 0 32.0%

41-50 Years 8.0% 5.0% 1.0% 14.0%

51-60 Years 3.5% 1.0% 0 4.5%

Above 60 Years 2.5% 0 0 2.5%

Total 69% 30.0% 1.0% 100%

From the above table we can say that the age group between 20-30

years and 31-40 years should be the target customer of Dhirajsons because

the purchase frequency is higher in it i.e. 41% and 32%.

Chi-Square Test

Ho: There is no dependency between Age and Purchase Frequency

H1: There is dependency between Age and Purchase Frequency

Value df

Asymp. Sig.

(2-sided)

Pearson Chi-Square 18.266 10 .051Fisher's Exact Test 15.238 .124

Linear-by-Linear Association .534 1 .465


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Value of the Pearson Chi-Square is 18.266; it means the two variables

are dependent to each other. Sig. value is Greater than 0.05, it means

there is no dependency between Age and Purchase frequency.



correlation between Age and Purchase frequency.

Between Occupation and Purchase frequency

Purchase frequency

At least

once in aweek

Once in

amonth

Once

in ayear

Total

OCCUPATION Students 7.5% 3.0 % - 10.5%

Housewife 29.0% 9.5% - 38.5%

Business 13.0% 5.0% 0.5% 18.5%

Professional 3.5% 2.0% - 5.5%

Service 14.0% 10.0% 0.5% 24.5%

Retired 2.0% 5.0% - 2.5%

Total 69.0% 30.0% 1.0% 100%

From the above table we can say the housewifes more purchase

from the store, then the service people.

Chi-Square Test

Ho: There is no dependency between Occupation and Purchase Frequency.

H1: There is dependency between Occupation and Purchase Frequency.

Value df

Asymp. Sig.

(2-sided)

Pearson Chi-Square 7.426 10 .685Fisher's Exact Test 8.012 .Linear-by-Linear 3.434 1 .064

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Association


Value of the Pearson Chi-Square is 7.426; it means the two variable

are less dependent to each other. Sig. value is greater then than 0.05, it

means there is no dependency between Occupation and Purchase

frequency.



correlation between Occupation and Purchase frequency.

Gender and Purchase frequency

Purchase frequency

At least

once in a

week

Once in

a month

Once

in a

year Total

GENDER Male 25.5% 15.5% 1.0% 42.0%

Female 43.5 % 14.5% 0 58.0%

Total 69.0% 30.0% 1.0% 100.0%

From the above table we can say the purchase frequency is higher in

female i.e. 58.0%

Chi-Square Tests

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Ho: There is no dependency between Gender and Purchase

Frequency

H1: There is dependency between Gender and Purchase Frequency

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-

Square6.504 2 .039

Fisher's Exact Test 7.198 .027Linear-by-Linear

Association5.667 1 .017


Value of the Pearson Chi-Square is 6.504; it means the two variables

are very less dependent to each other. Sig. value is less than 0.05; it means

there is dependency between Gender and Purchase frequency toward

Dhiraj Sons.

Chi-Square Test

Marital Status and Purchase frequency

Purchase frequency

At least

once in

a week

Once in

a

month

Once in

a year Total

STATUS Married 21.5% 5.5% 0 27.0%Single 47.5% 24.5% 1.0% 73.0%

Total 69.0% 30.0% 1.0% 100%

From the above table we can say that the purchase frequency is

higher in the Single group.

Chi-square test

Ho: There is no dependency between marital status and Purchase

Frequency

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H1: There is dependency between marital status and Purchase Frequency

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-

Square4.238 2 .120

Fisher's Exact Test 4.912 .086Linear-by-Linear



Value of the Pearson Chi-Square is 4.238; it means the two variables are

very less dependent to each other. Sig. value is greater than 0.05, it means

there is no dependency between marital status and Purchase frequency

toward Dhiraj Sons.

Education and Purchase frequency

Purchase frequency

At least

once in a

week

Once in

a month

Once in a

year Total

EDUCATION Illiterate 1.5% 0.5% 0 2.0%

S.S.C. 6.5% 6.0% 0 12.5%H.S.C. 8.0% 3.5% 0 11.5%Graduate 35.0% 14.0% 0.5% 49.5%Post

Graduate15.5% 5.5% 0.5 % 21.5%

Other 2.5% 0.5% 2.0% 3.0%

Total 69% 30.0% 1.0% 100%

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From the above table we can say the purchase frequency is hire in

the graduate then after the post graduate.

Chi-square test

Ho: There is no dependency between Education and Purchase Frequency

H1: There is dependency between Education and Purchase Frequency

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 6.512 10 .802Fisher's Exact Test 6.278 .791Linear-by-Linear



Value of the Pearson Chi-Square is 6.512; it means the two variable

are less dependent to each other. Sig. value is greater than 0.05, it means

there is no dependency between Education and Purchase frequency toward

Dhiraj Sons.



correlation between Education and Purchase frequency.

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Demographic Profile of Customers:

Age group

Age group Frequency PercentBelow 20 12 6.0

21-30 82 41.031-40 64 32.041-50 28 14.051-60 9 4.50

Above 60 5 2.50Total 200 100

Age

Below 20

21-30

31-40

41-50

51-60

Above 60

Inference:

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From the above graph 41.0% responded out of 100, visit Dhiraj Sons are of

20-30 years therefore we can says that the 20-30 years youngsters prefer

shopping at Dhiraj Sons. So our target customer group id 21 year to 40

years old people.

Income

Income Frequency PercentDependent 100 50.0

Below 15000 44 22.015001-25000 35 17.5Above 25000 21 10.5

Total 200 100

income

>25000

15001-25000

>15000

Dependent

Inference:

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From the above graph 50.0% responded out of 100, visit Dhiraj Sons are

dependent therefore we can says that the most of customers comes Dhiraj

Sons are dependent. So we can try to influence those customers who are

independent by income.

Occupation

Occupation

Frequency Percent

Student 21 10.5Housewife 77 38.5Business 37 18.5

Professional 11 5.5Service 49 24.5Retire 5 2.5Total 200 100

Occupation

Retire

Service

Professional

Business

Housew ife

Student

Inference:

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housewives therefore we can says that the Most of Housewives are comes

at Dhiraj Sons.

Marital status

Marital status Frequency Percent

Single 54 27Married 146 73

Total 200 100

Marital status

Married

Single

Inference:

From the above graph 73% responded out of 100, visit Dhiraj Sons are

married therefore we can says that the married customers visit Dhiraj Sons

most.

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Education

Education Frequency Percent

Illiterate 4 2.0S.S.C 25 12.5H.S.C 23 11.5

Graduate 99 49.5Post graduate 43 21.5

Other 6 3.0Total 200 100

Education

Other

Post graduate

Graduate

H.S.C

S.S.C

Illetrate

Inference:


Graduate therefore we can says that the people comes at Dhiraj Sons most

of them are Graduate.

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Gender

Gender Frequency PercentMale 84 42.0

Female 116 58.0Total 200 100

gender

Female

Male

Inference:

From the above graph 58% responded out of 100, visit Dhiraj Sons

are female therefore we can says that the most of females are the

customers of Dhiraj Sons.

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FINDINGS:-

All together 69%of Responders visit Dhiraj sons Once in a week and

30% customers are visit the Dhiraj sons once in a month and only 1%customers are the yearly shoppers.

The customers are above neutral level with statement that

merchandise quality of the store is good.

-Over all cleanliness of the store is good.

- Atmosphere and decoration of the store is good.

- Courtesy of service from employee is good enough.

- Speed of service in the store is good.

- Varieties of merchandise are available in the store.

- The price of merchandise is reasonable.

- The store is near to their home.

82.8% customers believe that quality of the merchandise in the store

is good.

79% customers believe that over all cleanliness of the store is good.

79% customers believe that atmosphere and decoration of the store

is good enough.

74% customers believe that courtesy of services from the employees

is good enough.

68.2% customers believe that speed of the services of the store is

good enough.

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75.6% customers believe that varieties of the merchandise are

available in the store.

74.8% customers believe that price is reasonable.

78.4% customers believe that the store is near to their home.

In this case, KMO value is .791, it is near to .8 so we can say that

level of distribution value of data set is meritorious.

According to Factor Analysis Following two important factors which

are consider most important while taking purchase decisionValue for

Money Product and Quick Services.

The meaningless correlation between Income and Purchase

frequency, Age and Purchase frequency, Occupation and Purchase

frequency and Gender and Purchase frequency as per the cross

tabulation.

Level of distribution value of data set is 87.88% reliable.

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CONCLUSION

The responders are not satisfied with the speed of the service provide

by the Dhiraj sons.

The purchase frequency is higher in weekly shoppers.

The quality of product provided by the Dhiraj sons is appreciated by

the responders.

The most of the peoples are mostly come at least once in a week.

The important variable consider by responders are quality,

cleanliness and atmosphere & decoration while taking purchase

decision

The other important variables are courtesy and speed of the services.

Factors important for customer are Value for Money Product (Quality,

Cleanliness, Atmosphere and Dcor) Quick Service (Courtesy of

services, Speed of services)

Over all qualitative evaluation is good because responder are above

the neutral level with the all the statement.

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Dhiraj sons have a convenient location because 78.4% customers

believe that the store is near to their home.

SUGGESION

Dhiraj sons should attract the monthly shoppers in order to increase

the sales by introducing such weekly schemes.

Dhiraj sons should increase its speed of services of the store.

To increase Courtesy of service from the employees Dhiraj sons

should conduct training program for their employees.

As per the factor analysis Dhiraj sons is lacking in the factor of

reasonable price so focus on it by making the price of merchandise

reasonable and provide different discount offers for the customers.

The good features looked by the customers in a store are Quality,

Cleanliness, Atmosphere and Decoration, Courtesy of services, Speed

of services so continue to focus on these factors.

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Reference

D. Huff, "A Programmed Solution for Approximating an Optimal Retail

Location, Land Economics, (August, 1966)

D. Huff and L. Blue, "A Programmed Solution for Estimating Retail Sales

Potentials," (Lawrence, Kansas, Center for Regional Studies, University of

Kansas, 1966).

M. Nakanishi and L. Cooper, "Parameter Estimation for a Multiplicative

Competitive -Interaction Model-Least Squares Approach," Journal or

Marketing Research, (August, 1974).

R. Nelson, The Selection of Retail Locations, (New York, F.W. Dodge

Corporation, 1958).

T. Stanley and M. Sewall, "Image Inputs to a Probabilistic Model: Predicting

Retail Potential," Journal of Marketing, (July, 1976).

Donald R Cooper & Pamela S Schindler Business Research Methods

Eighth Edition (2003), Tata McGraw-Hill, New York.

Darren George & Paul Mallery, SPSS For Windows Step By Step, Sixth

Edition (2006), Pearson Education, Inc.

S P Gupta, Statistical Methods, Thirty Fifth Revised Edition (2007),

Sultan Chand & Sons Education Publishers, New Delhi

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http://www.dhirajsonsmegastorepvt/ltd.htm

QUESTIONNAIR

I, Chetna Patel, student of F.Y.M.B.A from Shrimad Rajchandra institute

of management and computer application, Tarsadi, Bardoli, doing this

summer research training on DETERMINATION OF RETAIL PATRONAGE at

Dhiraj sons Surat. Can you spend five minute to answer the following

questions. This study is for academic purpose only. No information should be

disclosed anywhere. (Give ( )mark.)

1. How frequently you come to Dhiraj sons?

At least once in a week_________

In a month______ ( ) 1 time ( ) 2 time ( ) 3 time

In a year________

( )1-3 time ( ) 7-9 time ( ) 10-12 time ( ) less then 12

2. How much is the distance of Dhiraj sons from your home:______(km)

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3. Indicate to what extent you agree with the following statement using 5-

point scale given below.

(Strongly Agree=5, Agree=4, Neutral=3, Disagree=2, StronglyDisagree=1)

Srno

statementsStronglyAgree

Agree

Neutral DisagreeStronglyDisagree

1 The quality of merchandise ofstore is good

2 Overallcleanliness ofthe store isgood.

3 Atmosphere anddcor of thestore is goodenough

4 Courtesy of services fromemployee isgood enough

5 Speeds of service in thestore are good.

6 Varieties of merchandise instore areavailable

7 Price of merchandise is

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reasonable8 The store is near

to yourhome(less than1 km)

Demographic profile;

1. Name:__________________________

2. Contact no:_____________________

3. Address:________________________

4. Age group:

Below 20 Years 20-30 years

31-40 years 41-50 years

51-60 years Above 60 years

5. Monthly House hold Income Dependent Below 15000Rs.

15001-25000Rs Above 25001

6. Marital status; Single Married

7. Gender: Male Female

8. Occupation:

Student HousewifeBusiness Professional

Service Retired

9. Education

illiterate S.S.C

H.S.C Graduate

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Post graduate Other________

Thank you

Documents

Chetna Final Retail Petronagr (Print)