To study the influence of retailer on the customer buying decision

To Study: The Influence of Retailers on Customer Buying Decision

Mumbai Institute of Management & Research (MIMR) Page | 1

To Study:

The Influence of Retailers on

Customers Buying Decision



Chapter 1

Objective & Scope of the Study


Objective of the Study

It is in retailing that very drastic changes have occurred during the last two-decades.

Some institutions have disappeared whereas newer ones have been added. This process of

deletion / addition still continues in newer forms. There is large scale retailing shops together

with very small units, both working simultaneously. Thus it is very important for the retailers

to understand the need of the customers & satisfy them to the level required for retaining

them as customers & creating a long term relationship.

Study indicates the preference level of the customers towards retail stores. Study also

focuses on the factors which influence more to customers to visit the retail stores. It reflects

buying behavior of customers & the factors need to be understood by the retailer to satisfy &

build the customers relationship for long term. The study will indicate weather private label

products are preferred or not. It indicates how the retail organizations works & how

important it is to understand satisfaction level of customers towards it. The Study mainly

focus on the following factors;

• To study the level of influence retailer has on customers & the buying

behavior of the customers affecting the working of the retail stores

• To study the preference level, of products to be purchased by customers

from retail stores.

• To identify the qualities and the skills of retailer that impact the buying

decision of the customers.



Scope of the Study

The Scope of the Study defines the parameters of the project To Study: The

Influence of Retailers on Customer Buying Decision. It is the borders where the objective,

knowledge, instruction or outcome of the activity is found.

Specification:

- The project was Specific to analyse the buying behavior of the customers from the

retail stores.

- The retail stores were restricted to the local Mom & Pop Stores, Kirana shops & the

neighborhood shops.

Measurable:

- The sample selected was of the Retail Stores & Customer in general of all age group.

- The size of the sample was;

o 100: Retail Stores

o 150: Customer.

Hypotheses:

- The Scope of the research was carried out with the hypotheses assumption;

H0 : (H0 = 0) : There is No Significant impact of the retailers on the buying


Ha : (Ha = 0) : There is Significant impact of the retailers on the buying


Limitation:

- The project was Limited to the area of Kurla, Chunabhattii & Sion for the period of 2

months (2nd May 2012 – 30th June 2012)




Chapter 2

Introduction to

Retail Sector


Introduction to Retail Sector

"Success in business requires training and discipline and hard work. But if

you're not frightened by these things, the opportunities are just as great today

as they ever were"

- David Rockefeller

Selling of Goods & services from the Individual trader or by a business unit to the

end-user or customer is called as retail. It is an important part of everyone’s life which is

mainly based on the supply-chain system. The retailing business is carried out in small

stocks where in the retailer purchases the goods & products from the manufactures or the

wholesaler in huge quantity and sale them in small units & small quantity to the customers

for nominal profit. Retailing also includes service activities where people offer their

knowledge and time to improve productivity, performance, potential, and sustainability,

public utility; etc for the benefit of society. The basic characteristic of this sector is the

production of services instead of end products.

The Retail sector has seen a huge amount of changes in the fast few decants,

especially the Indian Retail Sector. Indian Retail Industry is at a stage where it requires an

explosion to take place within the sector, market our environmental factors around. The

foundation of the retail industry dates back to times where retailing was focusing on the rural

market & customers in the village fairs, Meals or in the weekly markets. These stores were

highly unorganized.

The development of the retail sector took place with the establishment of retail stores

in the locality for convenience. With the government intervention the retail industry in

Indian retail sector took a new phase. Outlets for Public Distribution System, Cooperative

stores and Khaki stores were set up which required low investments for its establishment.

With the growth in the Per Capita Income of individual, rising standard of living etc; the

retail sector in India contributed towards a new aspect with the setting up of the different

International Brand Outlets, Hyper or Super markets, shopping malls and departmental



stores. Shopping malls emerged in the urban areas giving a world-class experience to the

customers.



The retail industry continued in India in the form of Kiranas till 1980. Soon,

following the modernisation of the retail sector in India, many companies started pouring in

the retail industry in India like Bombay Dyeing, Grasim etc. As has been mentioned earlier

the retail sector in India can be widely split into the organised and the unorganized sector.

The unorganized sector is predominant. We may discuss in detail the different divisions of

the retail sector in India.

Unorganized Retail Sector

The unorganized retail sector basically includes the local kiranas, hand cart, the

vendors on the pavement etc. This sector constitutes about 98% of the total retail trade. But

Foreign Direct Investment in the retail sector is expected to shrink the employment in the

unorganized sector and expand that in the organized one.

Organised Retail Sector

In the organised sector trading is undertaken by the licensed retailers who have

registered themselves to sales as well as income tax. The organised retail sector have in their

ambit, corporate backed hypermarkets and retail chains. The private large business

enterprises are also included under the organised retail category. The organised retail sector

can be further subdivided into:

Instore Retailers: This type of retail format is also known as the brick and mortar format.

These retail stores are in the form of fixed point sale outlets. They are specially designed to

lure the customers. There are different types of stores through which the instore retailers

operate.

Branded Stores appear in the form of exquisite showrooms. Here the total range of a

particular brand is available and the quality of the product is certified by the government.

There are also Multi Brand Specialty Stores that sell a series of brands so that the consumer

can choose from the wide array of brands. Department stores have a large number of brands

and products catering to all basic needs to luxurious items as well. Supermarkets are

basically self service retail stores. Discount Stores offer commodities at reduced prices. In

Hyper Marts customers have wide variety of products to choose from and they are also

available at discounted rates. Convenient stores are located in prominent places within the

reach of majority of the customers and do not operate in stringent work hours. Shopping

Malls are a storehouse of a large variety of retail shops situated close to each other.



2.1. Evolution of the Retail Sector

Figure | 2.1 Evolution of the Retail Sector

We in India need solutions tailor-made to our conditions. In a country, where culture

and values play a very huge role in our habits- we have to have Indianised solutions! Ours is

perhaps the only country in the world, where cigarettes are sold in singles and two‘s and not

as packets - forcing the companies to have a robust distribution system – that includes

servicing a pan dabba owner three times with a cycle driven salesman- and offer a few hours

credit.

Today, the Indian consumer behaviour is rapidly changing with a shift in new

generation's preference towards luxury commodities. With new boom in the retail industry,

the country has identified new scope for real estate development. The already revolutionizing

urbanization and growing demand for finished products has necessitated development of new

space for retail outlets. Retail sector essentially targets the middle class and with there being

an estimated more than half rise in middle class the future of retail looks bright.


Figure 5.1

Evolution of the Retail

Sector


Old Retail Sector

The era of rural retail industry could be categorized into two formats: weekly markets

and village fairs. Primarily weekly formats catered to the daily necessities of villagers.

Village fairs were larger in size with a wide variety of goods sold from food, clothing,

cosmetics and small consumer durables. The traditional era saw the emergence of the

neighborhood 'Kirana' store to cater to convenience of the Indian consumers.

The era of government support saw indigenous franchise model of store chains run

by Khadi & Village Industries Commission. The KVIC has a countrywide chain of 7000 plus

stores in India. This period also witnessed the emergence of shopping centers with car

parking facility. Over the last three years, this sector has witnessed an exorbitant growth due

to the establishment of numerous international quality formats to suit the Indian purchase

behavior, the improvement in retail processes, the development of retail specific properties

and the emergence of both, domestic and international organizations.

Evolved Retail Sector

The retail sector was earlier dominated by the un-organized sector. It was more of a

seller’s market, with a limited number of brands, and little choice available to customers.

Lack of trained manpower, tax laws and government regulations all discouraged the

growthof organized retailing in India during that period. One of the main factors behind the

un-organized sector was lack of consumer awareness and restrictions over entry of foreign

players into the sector also contributed to the delay in the growth of organized retailing.

Foundation for organized retail in India was laid by Kishore Biyani of Pantaloon Retails

India Limited (PRIL). Following Pantaloon's successful venture a host of Indian business

giants such as Reliance, Bharti, Birla and others are now entering into retail sector.

A number of factors are driving India's retail market. These include: increase in the

young working population, hefty pay-packets, nuclear families in urban areas, increasing

working-women population, increase in disposable income and customer aspiration, increase

in expenditure for luxury items, and low share of organized retailing. India's retail boom is

manifested in sprawling shopping centers, multiplex- malls and huge complexes that offer

shopping, entertainment and food all under one roof.



Current Retail Sector

Organized retailers are the contemporary formats by which shoppers have the edge of

a world class shopping experience. Fine examples of these formats are Pantaloon, Shoppers

Stop and Trent. Organized retail may broadly be classified into the following formats-

Malls: The largest form of organized retiling today. Malls are located mainly in metro cities,

in proximity to urban outskirts, this format ranges from approximately 60,000 sq ft to 7, 00,

000 sq ft and above. They lend an ideal shopping experience with an amalgamation of

product, service and entertainment, all under a common roof.

Hypermarkets: They are typically large, starting from 40,000sq. ft plus are usually located

outside the city limits. This format comprises of a multiple division layout, and usually has

an" industrial- look" interior. Hypermarkets generally provide daily necessities and grocery

like items. Pricing is competitive and they also offer volume discounts.

MBO's Multi Brand outlets: Category Killers, offer several brands across a single product

category. These usually do well in busy market places and Metros.

Super Markets: Large self service outlets, catering to varied shopper needs are termed as

Super markets. These are located in or near residential high streets. These stores contribute

to 30% of all food & grocery organized retail sales. Super Markets can further be classified

in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging

from a size of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and

personal sales.

Discount Stores: As the name suggests, discount stores or factory outlets, offer discounts on

the MRP through selling in bulk reaching economies of scale or excess stock left over at the

season. The product category can range from a variety of perishable/ non perishable goods.

Convenience Stores: These are relatively small stores 400-2,000 sq. feet located near

residential areas. They stock a limited range of high-turnover convenience products and are

usually open for extended periods during the day, seven days a week. Prices are slightly

higher due to the convenience premium.



Departmental Store: Large stores ranging from 20000-50000 sq. ft, catering to a variety of

consumer needs. They are further classified into localized departments such as clothing, toys,

home, groceries, etc.

Exclusive Store: Ranging from a size of 500 sq ft to 5,000 sq ft. & above, this format is

owned/ managed by the Company or through its franchise offering single & multiple bands.

Specialty Store: These formats focus on a specific product category, Medium sized layout

in strategic location. Specialty stores provide a large variety base for the consumers to

choose.

Future Retail Sector

Retail is clearly the sector that is poised to show the highest growth in the next five

years. The sector is set for a revolution, as both the present players and new entrants are

gearing up to explore the market. There has been a 1% rise in January 2009 retail as

compared to 2008. Compared to the past retail market, the future Market will be more

like

• Speed & Imagination

• Abdication

• Design Management

• Seamlessness

• Personalization

• Technology Drives Change

• Thrive In Chaos

• Relationships

In the future modern retail development in India is expected to be focused on the

following cities. In the west Retail players will concentrate on cities like Mumbai, Pune and

Ahmedabad. In the North Delhi and the National Capital Region will see increased

investments in terms of retailing. In the south Chennai, Bangalore, Hyderabad and in the east

Kolkata will be targeted for retailing.



Companies like Shoppers Stop, Trent, Reliance, Lifestyle, Tanishq, Crossroads,

Akbarallys' and Tanishq already have planned to invest over Rs 5,000cr. Trent is on the edge

to take both its brands 'Star India Bazaar' and 'Westside' to new cities, meanwhile Shoppers'

Stop has recently geared up for expansion of present ones and to add 11 new stores including

two hypermarkets. Also, Pantaloon has planned to add eight 'Big Bazaar' malls within the

next 6 to 8 months.



Figure | 2.2 Indian Retail Market

Indian market has high complexities in terms of a wide geographic spread and

distinct consumer preferences varying by each region necessitating a need for localization

even within the geographic zones. While India presents a large market opportunity given the

number and increasing purchasing power of consumers, there are significant challenges as

well given that over 90% of trade is conducted through independent local stores. Challenges

include: Geographically dispersed population, small ticket sizes, complex distribution

network, and little use of IT systems, limitations of mass media and existence of counterfeit

goods. The emphasis is on retail as a brand rather than retailers selling brands. The focus

should be on branding the retail business itself. In their preparation to face fierce competitive

pressure, Indian retailers must come to recognize the value of building their own stores as

brands to reinforce their marketing positioning, to communicate quality as well as value for

money. Sustainable competitive advantage will be dependent on translating core values

combining products, image and reputation into a coherent retail brand strategy.



The future of the India Retail Industry looks promising with the growing of the

market, with the government policies becoming more favorable and the emerging

technologies facilitating operations.



2.2. Retailers Role in Retailing

Retailers are part of an integrated system called the supply chain. A retailer purchases

goods or products in large quantities from manufacturers directly or through a wholesaler,

and then sells smaller quantities to the consumer for a profit. Retailing can be done in either

fixed locations or online. Retailing includes subordinated services, such as delivery. The

term "retailer" is also applied where a service provider services the needs of a large number

of individuals, such as a public utility, like electric power.

A retailer is basically "A business or person that sells goods to the consumer,

as opposed to a wholesaler or supplier, who normally sell their goods to

another business."

A retailer is a middleman who procures goods from the wholesalers and sells it to the

final consumers. They form a vital link in the channel of distribution of products neither

because without him, neither the products would sell to distant places nor would it be

possible for consumers to buy goods of their choice in shops located nearby. They have a

much stronger personal relationship with the consumers and deal directly with the people of

varied tastes and temperaments & form the last link in the chain of distribution and give the

final selling price the product. The retailers provide important services and solve problems of

the manufacturers and wholesalers on one hand and the consumers on the other hand.

Shops may be on residential streets, streets with few or no houses or in a shopping

mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial

or full roof to protect customers from precipitation. Online retailing, a type of electronic

commerce used for business-to-consumer (B2C) transactions and mail order, are forms of

non-shop retailing. Shopping generally refers to the act of buying products. Recreational

shopping often involves window shopping (just looking, not buying) and browsing and does

not always result in a purchase.

The retailer is in direct contact with the customers and so he can play a significant

part in helping the manufacturer reduce the gap between actual and perceived quality. The


Figure 5.1


Sector


retailer should also ensure quality at the various stages of the supply chain so that the quality

of the product is not affected.

2.3. SWOT Analysis of Retail Stores

SWOT analysis (alternately SWOT Matrix) is a strategic planning method used to

evaluate the Strengths, Weaknesses/Limitations, Opportunities, and Threats involved in a

project or in a business venture. It involves specifying the objective of the business venture

or project and identifying the internal and external factors that are favorable and unfavorable

to achieve that objective.

Strengths : Characteristics of the business, or project team that give it an advantage over

others.

Weaknesse s (or Limitations): Characteristics that place the team at a disadvantage

relative to others.

Opportunities : External chances to improve performance (e.g. make greater profits) in

the environment.

Threats : External elements in the environment that could cause trouble for the business or

project.

Strengths

• Demographic favor

• Rising disposable income

• Increase in number of people in earner category

• Urbanization

• Shopping convenience

• Low labor cost of skilled ones


Figure 5.1


Sector


• Changing consumer habits and lifestyles

• Plastic card revolution

• Greater availability of quality retail space.



Weakness

• Policy related issues

• Limited consumer insight

• Inadequate human resources

• Taxation hurdle

• Underdeveloped supply chain.

Opportunities

• Potential for investment.

• Sectors with high growth potential.

• Fastest growing formats.

• Rural retail.

• Wholesale trading.

• E-retailing

• Retail franchising.

Threats

• Political issues

• Social issues

• Inflation

• Lack of differentiation among the malls that are coming

• Poor inventory turns and stock availability measures.



I ntroduction t o R etail S ector

Key Learning Points

Unorganized Retail Sector

Organised Retail Sector

Evolution of the Retail Sector

• Old Retail Sector

• Evolved Retail Sector.

• Current Retail Sector

• Future Retail Sector

Retailers Role in Retailing

SWOT Analysis of Retail Stores

• Strengths

• Weakness

• Opportunities

• Threats




Chapter 3

Skills Required For Retailers


Skills Required For Retailers

“A winner is someone who recognizes his God-given talents, works his tail off

to develop them into skills, and uses these skills to accomplish his goals.”

- Larry Bird

A skill is the learned capacity to carry out pre-determined results often with the

minimum outlay of time, energy, or both. In other words the abilities that one possesses.

Skills can often be divided into domain-general and domain-specific skills. A skill may be

defined broadly as a learnt ability that improves with practice in time.

For example : In the domain of work, some general skills would include time

management, teamwork and leadership, self motivation and others, whereas domain

-specific skills would be useful only for a certain job. Skill usually requires certain

environmental stimuli and situations to assess the level of skill being shown and used.

Technical and job-related skills are a must, but

they are not sufficient when it comes to progressing up

the ladder. "Soft skills are very important in business.

It is essential to be technically sound, but one should

also have the ability to convey the idea to the masses

in the simplest possible manner," says Mayurkumar Gadewar, an ERP consultant with

Pricewaterhouse Coopers. With the boom in outsourcing taking root across industries, many

professionals and subject matter experts directly deal with their clients on a regular basis.

Approachability and people skills are what ultimately sustain the contract their employers

have bagged. "Planning is necessary but execution is equally important. And it takes soft

skills to execute any idea because it involves dealing with people directly," says Gadewar.

Soft skills are personal attributes that enhance an individual's interactions, job

performance and career prospects. Unlike hard skills, which are about a person's skill set and

ability to perform a certain type of task or activity, soft skills relate to a person's ability to

interact effectively with coworkers and customers and are broadly applicable both in and

outside the workplace.



3.1. Observation Skills

Observation of individuals or groups at work is a method of getting a direct and

realistic impression of what is happening. It can be done by a detached or an involved

observer, or by participant observation.

Observation means studying role holders at work, noting what they do, how they do

it, and how much time it takes. This method is most appropriate for routine administrative or

manual roles but it seldom used because of the time it takes. Better observation takes two

things, the effort to observe what you want to know. The second is to have more knowledge

about what you are observing.

The first part takes patience and practice. The human mind is a

reprogrammable computing device. Your mind forms new neural

pathways and optimizes existing pathways with practice and

repetition. Any task can be subject to this effect from driving to

playing sports. Consider the example of learning a card game. I find

that with a few weeks of playing I get far better and faster at a game.

My mind has formed some neural connections that allow me to

process the needed problem solving skills more quickly. These connections are improved

and optimized through repletion and practice. If you make a point to get out and regularly

practice the skill you desire it will get easier.

The second essential life skill of self-observation may well be the most important. It

seems so obvious and so simple and yet we are extremely unskilled and unpracticed at

paying attention to our own thoughts, feelings, and actions. We tend to operate on

“automatic pilot,” as if we have no control.

The reality is that unless we know what we are doing, we have little chance of

changing it—and often the simple act of becoming aware causes us to do something

differently. When we practice self-observation—noticing what we are thinking, feeling,

doing, and imagining—it allows us to become self-aware. When we are aware of what we

are doing, we realize that we have choices and choices are what make us powerful.



Workplace observation is simply noticing what is going on around you. A mental

health environment can be a fast-paced environment at times with so much going on that you

need eyes everywhere and at times and it can be very distractive. Most of the time we are

very selective about what we pay attention to, that is what we do every day. For example,

just think about driving to work this morning and think about the things that you noticed and

the things that you didn’t. Did you notice any people walking? Can you remember what they

were wearing? What type of dog they were walking?

Observation skills mean the ability to see beyond a limited scope. It is the ability to

sense the feelings of others when things are going good and when things are not so good.

While observing we must remember that our mind will see what it wants to; the eyes will

often lie...

Importance of Observation Skills

Observation is an important part of learning how to teach. Much of what beginner

teachers need to be aware of cannot be learned solely in the university class. Therefore

classroom observation presents an opportunity to see real-life teachers in real-life teaching

situations. In their reflections, many of our teacher friends mention their observations and

how these observations influence the way they plan and teach. Teachers are forever

reflecting and making decisions, and when they see someone else in action, in as much as

they are seeing someone else, they are almost simultaneously seeing themselves.

• Remove tension in the group

• Who talks to whom

• Interest level of the group

• Sensing feelings of individuals

• Who is being left out

• Reaction to comments

• When the group avoids the topic



Improving Observation Skills

Improving Observation provides opportunities for both experienced and new

observers to reflect on key features of lessons, particularly the effectiveness of the learning.

Powers of observation allow you to gather information on the world around you and, with

practice, learn how to evaluate that information to make determinations. Doing so requires

practice and time spent observing your surroundings. We have to learn to avoid letting your

mind get in the way of making your observations, while you train yourself to use all of your

senses together. The power of observation is the power to observe, assess and understand the

world around you with a clear perspective.

• Look at every activity in a clear manner.

• Judge people and their perceptions.

• Ask questions to people & to your mind.

• Open to new experiences.

• Open to new ideas.

• Practicing good listening skills.

Critical for Developing Observation Skills

Research shows employers hire not only for technical abilities, but also incorporate

emotional intelligence, or soft skills, in their decisions. In fact, many companies, including

Whole Foods, PepsiCo. L’Oreal and Coca-Cola are investing in assessing and developing

emotional intelligence to improve their bottom lines. We must focus and work on improving

skills in an expanded array of areas to be most competitive as a job seeker and as a valued

employee.

• People watching

• Seeing the world as it is

• Curiosity

• Listening skills

• Personal biases

• Seek the inputs of others



• New experiences and

possibilities

• Comfortable with ambiguity

• Knowledge and attitudes of

people

• Self-knowledge & impact on

others.



3.2. Listing Skills

Listening is the absorption of the meanings of words and

sentences by the brain. Listening leads to the understanding of facts and

ideas. But listening takes attention, or sticking to the task at hand in spite

of distractions. It requires concentration, which is the focusing of your

thoughts upon one particular problem. A person who incorporates

listening with concentration is actively listening.

It talked about the importance of good listening skills and the

difference between hearing and listening. Hearing is a physical ability

while listening is a skill. Listening skills allow one to make sense of and

understand what another person is saying. In other words, listening skills

allow you to understand what someone is "talking about".

Thus the essence of active listening is as brutally simple as it is

effective: paraphrasing the speakers words back to them as a question.

The process is successful if the person receiving the information gives

feedback which shows understanding for meaning. Good listening skills

make workers

more productive.

Figure | 4.1.1 Listening

Effective listening is a way of showing concern for subordinates,

and that fosters cohesive bonds, commitment, and trust. Effective

listening tends to reduce the frequency of interpersonal conflict and

increases the likelihood that when conflicts emerge they will be resolved



with a "win-win" solution. In addition, if you listen to the people you

manage; you will learn "what makes them tick." When you know what

makes them tick, you will be more effective at motivating them. You

can encourage them when they need encouraging, and you will know

what kinds of things they value as rewards for a job well done (e.g.,

public praise, autonomy, challenge, etc.).



Effective listening enhances the communication quality. It makes

all attentive. It encourages optimistic attitude, healthy relations and more

participation. It leads to better decision- making in an organization.

Effective listening is directly related to our ability to do team work. We

listen at about an efficiency rate of 25 percent maximum, and we

remember only about 50 percent of what is delivered during a ten minute

speech / lecture / communication.

Barriers to Listening

"As a leader you have to be a really good listener. You need

to know your own mind but there is no point in imposing your

views on others without some debate. No one has a monopoly

on good ideas or good advice. Get out there, listen to people,

draw people out, and learn from them."

Effective leaders and influencers master the art of listening, and

they understand that people want to be heard. In our fast-paced world,

active and empathetic listening is a rarity, and it's not as simple as it

sounds. Even if we know how to listen, we often don't for a number of

reasons.

• Distraction

• No attention

• Less retention power

• Nervous

• Interpretation

• Language

• Gender difference

• Distance

• Body language

• Mode of communication



• Response

• One sided conversation

• No been prepaid

• Own though & feelings



Strategies for Effective Listening

The listener has to sincerely desire to understand the speaker and

think from his angle. A person, who tries to understand others, first is

understood by others well.

Stop: Focus on the other person, their thoughts and feelings.

Consciously focus on quieting your own internal commentary, and step

away from your own concerns to think about those of the speaker. Give

your full attention to the speaker.

Look: Pay attention to non-verbal messages, without letting yourself is

distracted. Notice body language and non-verbal cues to allow for a

richer understanding of the speaker’s point. However, avoid getting

distracted from the verbal message.

Listen: Listen for the essence of the speaker’s thoughts: details, major

ideas and their meanings. Seek an overall understanding of what the

speaker is trying to communicate, rather than reacting to the individual

words or terms that they use to express themselves.

Be empathetic: Imagine how you would feel in their circumstances.

Be empathetic to the feelings of the speaker, while maintaining a calm

centre within you. You need not be drawn into all of their problems or

issues, as long as you acknowledge what they are experiencing.

Ask questions: Use questions to clarify your understanding, as well

as to demonstrate interest in what is being said.

Listening facilitates correct understanding of problems faced by

the members of the organization. Listening helps one obtain adequate

data to solve problems. Listening motivates the speaker or the

complaining employee or the deliberating subordinate. Listening

improves or lifts up the image of the listener, especially the manager.



Listening makes one a leader, an efficient mediator and a deft

trouble-shooter. Now what we have to master is the listening, since there

are a lot of good things supporting good listening. We will discuss here

the strategies, skills and best practices to reach the best stage of

listening. Such strategies also constitute determinants of good listening.



3.3. Demonstration Skills

The Demonstration is the main element in a sales process.

Demonstrations can build or destroy the product or the activity for which

the demonstration is been carried on. Demonstrating is not just showing

product knowledge. It covers all accept to allow the customer, observer,

consumer to participant to avoid common errors and turn the

demonstration into a valuable of the sales process or an excellent

experience process.

Demonstration is basically showing a proof, explaining or

making clear by actual use of examples or experiments. It means to

clearly show. In teaching through demonstration, students are set up for

better understanding of the subject matter & more effectively as shown

in a study the “action speaks louder than words” is the technique

followed by the teachers thought demonstration. Demonstration is not

only in classrooms but also outside it helps to improve the skills of the

facilitator to facilitate the strategies to the audience. Demonstration is

basically a method of “Doing” by using teaching skills; it is showing

learns the method of performing an activity practically and then letting

the observer or learner do the act.

Importance of a Demonstration

“I hear and I forget. I see and I remember. I do and I

understand.”

When an activity is performed by the observer, learner or the

customer on their own they are more confident to learn or buy. The act is

learned in a better manner under supervision.

• Visual appeal



• Proof

• Senses are used

• Better Comparison

• Improvers Selling process



Concern in a

Demonstration

• Ease of use

• Understanding the

technical details

• Safety in explanation

• Speed in explanation

• Comfort a person

Method of Successful Demonstration

1. Understand you audience

• Experience or knowledge

• Demonstrating New Technique or Basic Information

2. Understand the objective of demonstration

• Plan objective

• Expectation

3. Plan the demonstration process & materials required

• Time

• List of materials / tools

4. Trial or Testing of demonstration process

• Simple procedures

• Practice steps and activities



“Demonstration Should Be With the Actual Product”



3.4. Questioning Skills

Questions are basically a communication process done by two

people or group of people to bring out a response and gain information.

It is nothing but a sentence framed in a manner of getting a response in

from of information and clarification.

Questions are asked in

order to get what we want, to

clear our doubt, to seek

information, to show we are

following others, to understand,

or may be to challenge others

etc. the questions can be asked

by anyone there is no age limit

or professional barriers for

asking the questions. Whatever the need for asking questions may be,

knowing what to ask and how to ask is a significant skill.

The manner in which the questions are asked, styles of

questioning, motive behind each question, etc factors are very important

to be understood. Thus it is very essential for every individual to

understand and learn the questioning skills. Questioning skills are

important to understand the audience situation and respond them,

understand their needs. On the whole it is basically understanding the

audience and asking them the right type of questions at the right time in

a correct manner.

Importance of Good Questioning

“Garbage in, garbage out”

The concept of Garbage in, garbage out… is followed in

communication. If we ask any thing foolish the response what we will

get will also be waste.



• Interaction

• Challenge others

• Judging

• Response & Feedback getting indication

“All our knowledge results from questions, which is another

way of saying that questioning is our most important

intellectual tool.”



Improving Questioning Skills

Most of the times, conversation starts with a question, hence it is

very important to improve our questioning skills.

• Knowledge

• Translation & understanding why is it their need to ask the

question

• Demonstration & Communication

manner

• Breakdown the questions

• Design & compose

• Evaluate the answer with the

question asked

Types of Questions Asked

Open Ended Questions: Questions having long explanation & answers.

(Describe your name?)

Close Ended Questions: Question can be answered with either a single

word or a short phrase. It can either be 'yes' or 'no'. (What is your name?)

Echo Questions: Directly takes up part of an earlier said sentence. (The

Queen killed the King. / The Queen killed the King?)

Paraphrasing Questions: Paraphrasing questions are asked in

paragraphs form, having a short response. (You were asking that…Is

that right?)

Probing Questions: Is another open-ended question, but it's a follow-

up. (Are you able to tell me more about the form you received?)

Leading Questions: Questions leading for a response. (You understand

what I'm saying, don't you?")



Comparative Questions: Questions are often phrased as directed

comparisons between the two activities / things. (Is ‘A’ better than

“B’…?)

Rhetoric Questions: Question asked for a purpose other than to obtain

the information the question asks. (Why are you so stupid?)



S kills R equired F or R etailers

Key Learning Points

Observation Skill: Observation means studying role holders at

work, noting what they do, how they do it, and how much time it takes.

Listening Skills: Listening leads to the understanding of facts and

ideas. But listening takes attention, or sticking to the task at hand in spite

of distractions.

Demonstration Skills: When an activity is performed by the

observer, learner or the customer on their own they are more confident

to learn or buy. The act is learned in a better manner under supervision.

Questioning Skills: “Garbage in, garbage out”




Chapter 4

Research Methodology


Research Methodology

“I believe in innovation and that the way you get innovation

is you fund research and you learn the basic facts.”

- Bill Gate

The Indian retail industry is thriving today. There is stiff

competition among Indian and foreign retailers to attract customers and

retain them. In this tug-of-war, quality retailing has emerged as the

solution. The retailer who provides quality products and services along

with a quality shopping experience succeeds in the long run. Customer

mentality is different in different countries. Particularly in India, there

are huge cultural differences among the people of different states, which

in turn affect their buying behavior. In this scenario, it becomes

necessary for the retailer to survey the customersied culture and

expectations so that he can train his staff to appropriately meet these

expectations.

4.1. Literature Review

Retailers act as buying agents for consumers. They perform

various business activities that increase the value of the goods and

services they sell to the end consumer. If there were no retailers in the

distribution system, consumers would have to personally visit the

manufacturers to procure the goods and services required by them. As a

buying agent, a retailer performs various activities to satisfy the end

consumer.

Customer relationship activities have the most impact on

customer retention. Every customer service encounter has the potential

to gain repeat business or have the opposite effect. The expectation of



personalized, relevant offers and service is becoming a primary driver of

customer satisfaction and retention in financial services. To understand

the purchasing patterns of customers, it is vital to understand the

customer nature and examine the external factors that influence their

buying behavior. The increasing value perception among customer is

putting more pressure on the retailer to offer merchandise of superior

quality that is valuable to the consumer’s eye. Retailers explore

investment opportunities after analyzing the customer’s needs,

aspirations, shopping preferences and buying behavior.



Retailing includes the purchasing and selling of products and

services to the consumer, who buys them for individual and household

consumption. The consumption of goods and services depends on the

individual’s preferences and choices. Thus, consumer behavior plays an

important role in the determining the success and growth of retail stores.

A retail market is a place where all the retailers compete with

each other for recognition acceptance through various merchandise

promotional activities. Thus, to understand the retail market, one has to

understand the structure of the buying population and their behavior. A

retailer should understand the structure of the population and their

buying behavior, so that he can cater to the needs of the buyer in a better

way. Buying behavior deals with the process a consumer undergoes

while deciding whether to purchase a product/ service or not. Based on

the customer’s nature and his intentions behind purchasing the

merchandise, the buying population can be divided in to two categories –

the consumer market and the organizational market.

India is currently in the second phase of the retail evolution, with

domestic customers becoming more demanding with their rising

standard of living and changing lifestyles. Change in customers' focus

from just buying to broad shopping (buying, entertainment and

experience) has led to a pick-up in momentum in organised formats of

retailing. Satisfying customers is one of the main objectives of every

business. Businesses recognize that keeping current customers is more

profitable than having to win new ones to replace those lost.

Management and marketing theorists underscore the importance of

customer satisfaction for a business’s success.

One of the biggest challenges to the retail industry is finding out

when something has gone wrong. When customers complain you get a



chance to put things right and make sure it never happens again. But

research shows that you probably only hear from about 5% of the

customers who experience problems. Very often, customers who

experience problem in retail environment either don’t know where to

complain, or they simply don't want to create a fuss.



4.2. Sampling for the Study

1. Sampling Technique

Convenience - Probability sampling (A Probability

sampling technique is that in which each element in the

population have an equal chance of getting selected).

2. Sample Unit

Retail Stores & Customer in general of all age group.

3. Sample Size

100: Retail Stores

150: Customer

4. Sampling Method

Sample design is a definite plan of obtaining some items from

the whole population. In this survey we have used convenience sampling

as our sampling method.

5. Area of Survey

The survey was conducted in the areas of Kurla &

Chunabhatti, (Sion) Mumbai.



4.3. Collection of data & Research Tools

1. Research Design

Descriptive Research

We have used descriptive research design for our study. The objective of

descriptive research is to describe the existing problem or a situation to

provide insights and understanding. The analysis of primary data is

qualitative and the research is most reliable on primary data.

2. Limitation of the Study

- Respondents may give biased answers for the required data.

- Some respondents had also not given their personal details so it is

not possible to get other data from those if needed.

- Samples are suspected by the researcher, so it is as per convenience

and suspecting skill of us.

3. Sources of data

Primary sources: Information by Customers & Retailers of

retail stores.

Secondary sources: Internet, journals, magazines, articles

and previous project.

4. Data Collection

The survey was conducted through structured questionnaire

method of data collection.

5. Data Interpretation

Data Interpreted through Graphics & Pie Diagrams.



6. Method

Personal Data collection through Direct Questionnaire.



R esearch M ethodology

Key Learning Points

Literature Review:

Retailers act as buying agents for consumers. Customer relationship activities have the most impact on customer retention.

Sampling for the Study:

• Technique

• Unit

• Size

• Method

• Area of Survey

Collection of data & Research Tools

• Research Design

• Limitation of the Study

• Sources of data

• Data Collection

• Data Interpretation

• Method




Chapter 5

Data Analysis & Interpretation


Research Study

“If we knew what we were doing it wouldn't be research.”

- Albert Einstein

Research is the investigation of a particular topic using a variety

of reliable, scholarly resources. The three major goals of research are

establishing facts, analyzing information, and reaching new conclusions.

The three main acts of doing research are searching for, reviewing, and

evaluating information.

A research study is a scientific way to improve or develop new

methods of health care. Studies are designed to answer specific

questions on how to prevent, diagnose, or treat diseases and disorders.

Many types of research studies exist. For example, clinical trials test

new medicines or devices. Other studies use interviews or surveys to

understand health or behavior. Research studies are important because

they contribute to knowledge and progress on diseases and disorders.

Research is the fastest and safest way to find treatments that work.

5.1. Data Analysis & Interpretation

After the data have been collected, the researcher turns to the

task of analyzing them. The analysis of data requires a number of closely

related operations such as establishment of categories, the application of

these categories to raw data through coding, tabulation and then drawing

statistical inferences. The unwieldy data should necessarily be

condensed into as few manageable groups and tables for further analysis.

Thus, researcher should classify the raw data into some purposeful and



usable categories. Coding operation is usually done at this stage through

which the categories of data are transformed into symbols that may be

tabulated and counted. Editing is the procedure that improves the quality

of the data for coding. With coding the stage is ready for tabulation.

Tabulation is a part of the technical procedure wherein the classified

data are put in the form of tables.



Male

Female54.9%45.1%

Distribution of respondents

1. Gender wise Distribution:

Analysis: As the pie - diagram indicates around 54.9% of all

respondents considered for samplings are females

and the rest 45.1% of the sample are male. This

indicates that the ratio of male and female is

almost 1:1(approximately)


CATEGORY TOTAL PERCENTAGE

MALE 59 45.1

FEMALE 91 54.9


2. Age wise Distribution:



10 – 16 9 11.5

16 – 30 33 20.5

30 - 45 69 46.5

Above 45 39 21.5

0

20

40

60

80

100

120

140

10 – 16 16 - 30 30 - 45 Above 45

Percentage

Total


Analysis: As the graph represents about 46.5% of respondents fall into the age category of 30-45, 21.5% fall into the age group of45 & above, 20.5% are from the age group of 16 – 30 & 11.5% are in the age group of 10 - 16.



3. Occupation wise Distribution:

Analysis: As the graph indicates majority of our respondents fall into category of Housewife where as the student’s category response is second highest with 35.2% and that of service is 20% and 2% response is from others.



Student 49 35.2

Housewife 69 42.8

Service 28 20

Others 4 2

0

20

40

60

80

100

120

Students Housewife Service Other

Percentage

Total


Question wise Analysis of the Data

Q1. How frequently do you visit the retail stores?

Analysis: As the graph represents 43% of the respondents visited the retail store monthly, 25% of the respondents visited the retail store weekly, 20% of the respondents visited the retail store frequently, and 12% of the respondents visited the retail store.



Frequently 25 20

Fortnightly 15 12

Weekly 45 25

Monthly 65 43

0

20

40

60

80

100

120

Frequently Fortnightly Weekly Monthly

Percentage

Total


Q2. Choose from the following for which you visit the retail stores?

Analysis: As the graph represents 20% of the respondents visited the retail stores for shopping, 42.5% of the respondents visited the retail store for comparison of price, 25.5% of the respondent visited for entertainment and 29% of the respondent visited for time pass.



Shopping 60 20

Price 45 42.5

Entertainment 25 25.5

Time pass 20 29

0

10

20

30

40

50

60

70

80

90

100

Shopping Price Entertainment Time

Percentage

Total


Q3. What are the factors which influence you to visit the retail stores?

Analysis: As the graph represents 33.5% of the respondents visit the retail store for one stop shopping, 20.2% of the respondents visit for product variety, 16.2% of the respondents visit for ambience, 15.4% visit for new product availability, 10.2% visit for price



Ambience 21 16.2

One stop 52 33.5

New product 19 15.4

Extra service 8 4.5

Product variety 35 20.2

Price 15 10.2

0

10

20

30

40

50

60

70

80

90

Ambience One stop New product

Extra service Product variety

Price

Percentage

Total


factor & 4.5% of the respondents visited for extra service.



Q4. Show your preference level from purchasing the following product category from the retail stores.


CATEGORY HIGHLY PREFERED

PREFERED NOT PREFERED

Grocery 32 47 21

Electrics 6 26 68

Packaged foods 26 30 44

Snacks & biscuits 62 32 6

Cosmetics 15 44 41

Clothing 24 49 27

Health care 10 40 50

Handlooms 3 20 77

Vegetables/Fruits 15 35 50

Jewellery 3 20 77

Stationary 10 45 45

0

20

40

60

80

100

120 Not Prefered

Prefered

Higly Prefered


Analysis: As per the graph indicates snacks & biscuits (62%) and packet food products (26%) are highly preferred by the respondents, whereas grocery (47%), cosmetics (44%), clothing (49%) fall in preferred category and electronics items (68%), health care (50%), vegetables/fruits (50%), stationary items (45%) fall in not preferred category.

Q5. Does advertisement influence you to visit the retail store?

Analysis: As the graph indicates 55.5% of respondents are influenced by advertisement “sometime”, 32%



Every time 20 12.5

Sometime 85 55.5

Never 45 32

0

20

40

60

80

100

120

140

160

Every time Sometime Never

Percentage

Total


respondents are “never” influenced by advertisement, 12.5% respondents are “every time” influenced to visit the retail stores.



Q6. Do you purchase the product which you have not planned before visiting the retail stores?



Every time 20 25

Sometime 92 48.5

Never 28 26.5

0

20

40

60

80

100

120

140

160


Percentage

Total


Analysis: As per the graph indicates 48.5% of the respondent’s sometime purchase the products, 25% of the respondents purchase the product every time, 26.5% of the respondents never purchases the products.



Q7. Choose from product category which you find cheaper in the retail stores.



Grocery 28 34.6

Electrics 6 1.5

Packaged foods 12 4

Snacks & biscuits 45 44.3

Cosmetics 15 4.5

Clothing 19 5.5

Health care 1 0.5

Handlooms 3 1

Vegetables/Fruits 10 2.3

Jewellery 3 1

Stationary 8 1.7


Analysis: As the graph represents 44.3% of the respondents choose snacks and biscuits finds cheaper than other products.


0

10

20

30

40

50

60

70

80

90

100

Percentage

Total


Q8. Do you buy products which are sold at retail store under their own brand?

Analysis: As the graph represents about 22% of respondents never preferred the products which are private labeled, 65.5% of the respondents sometime preferred and 12.5% respondents every time preferred the private label products.



Every time 26 12.5

Sometime 89 65.5

Never 35 22

0

20

40

60

80

100

120

140

160

180


Percentage

Total


Q9. Product categories you purchase under the name of retail stores.



Grocery 22 20.6

Electrics 6 1.5

Packaged foods 35 30

Snacks & biscuits 30 33.1

Cosmetics 9 2.8

Clothing 19 5.5

Health care 1 0.5

Handlooms 3 1

Vegetables/Fruits 11 2.3

Jewellery 3 1

Stationary 7 1.7


Analysis: As the graph indicates majority of respondents preferred grocery i.e. 20.6%, on the other hand healthcare (0.5%), handlooms & jwellery (1%) are least preferred. While packaged foods (30%), snacks and biscuits (33.1%), clothing (5.5%) are averagely preferred by the respondents.


0

10

20

30

40

50

60

70

Percentage

Total


Q10. Choose satisfaction level for the retail stores own labeled products.

Analysis: As the graph indicates from about 150 respondents among which 43.5% of the respondents are satisfied with the private labeled products, 23.5% respondents are neutral and 28% of the respondents are highly satisfied.



Highly Satisfied 30 28

Satisfied 44 43.5

Neutral 20 23.5

Dissatisfied 6 5

Highly Dissatisfied 0 0

0

10

20

30

40

50

60

70

80

90

100

Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Percentage

Total



Chapter 6

Discussion & Implication


6.1. Facts & Findings

Customer satisfaction research measures just those factors that

are connected to the satisfaction, which is wanted to measure with the

research. Facts influences mainly by form of research questions,

alternatives that are chosen to the questions (e.g. scales) and the question

positioning in the survey. “Finding refers to the stability of the

measure.” This basically means that, when the customer satisfaction

research is repeated, the results are practically similar to the previously

implemented research. Majority of customers are influenced by one stop

shopping facility, to visit organized retail stores. On the other hand staff

courtesy and extra services do not influence much to customers.

• Most of the Customers preferred to buy snakes and biscuits,

packaged foods and grocery items from organized retail stores.

On the other hand jwellery, sports/toys, vegetables/fruits, and

handloom items are least preferred by the customers.

• There is no strong influence of Advertisements by organized

retail stores on customers.

• Majority of customers do impulse buying, when they visit retail

stores but not every time.

• Majority of respondents do not prefer to buy private labeled

products, as the data indicates 61.5% of the respondents said

“Never” for the preference towards private labeled products.

• Majority of customers (Who buys private labeled products) buy

Grocery items under private labeled brand.

• Majority of users of private labeled products are satisfied.



• Customers find Snakes and biscuits as the cheapest products then

other products in organized retail stores.



• There is no influence of Age, Gender and Income of the

respondents on his/her preference for purchasing private labeled

products.

• There is an influence of Occupation of the respondents on his/her

preference for purchasing private labeled products.

• Through Factor Analysis among 12 variables 11 variables can be

clubbed into 4 variables.

• Most of the stores are targeting almost all the segments of the

society with their USP being “Price benefit”

• All the branded stores are in Prime Location.

• Large variety of products is available ranging from clothes, food

items, electronic goods etc.

• Staff is provided constant training for various peculiarities of

customer behavior.

• Some of them offer discount sales and also send greetings to its

loyal customers.

• Not much difference in the Layout of the floor designs in the

various branches. They try to maintain a similarity to maintain

comfort levels of customers.

• These stores maintain Word of Mouth.



• Customers are satisfied with the provided services.

• Local retailers stores focuses high on the margin earned then that

of the customer satisfaction & customer benefits.



6.2. Framework for Customer

Satisfaction



D iscussion & I mplication

Key Learning Points

Facts & Findings

• Customers preferred unorganized market, no strong

influence, Word of Mouth; Local retailer’s stores

focuses high on the margin, Customers are more loyal

to the retailer than the brand.

Framework for Customer Satisfaction

• Elements Dimensions Customer

Satisfaction




Chapter 7

Limitation & Suggestions


7.1. Limitation

“Once we accept our limits, we go beyond them.”

- Albert Einstein

The limitations of the study are those characteristics of design or

methodology that impacted or influenced the application or

interpretation of the results of your study. They are the constraints on

generalize and utility of findings that are the result of the ways in which

you chose to design the study and/or the method used to establish

internal and external validity.

There were certain limitations of this study that are enlisted below;

• Resources of the researcher, as the retailers are spread all over

the country; a large amount of financial resources is required.

• Geographical expansion of target population, as we know that the

retailers are located throughout the area.

• Time of submission, due to academic schedule the researcher had

the limited time frame to complete this research.

• The findings of the current study were applicable only to the

retailers (Super markets)

• The target population was the customers of super markets so the

findings could not be generalized to the customers of SMEs

• The retailers must understand the skills & qualities required to

understand & satisfy the need & requirement of the customers.



In this field, for the further research with a little modification this

questionnaire can be applied to customers of SMEs. A comparison of the

customer satisfaction of both Super markets and SMEs can be done.

Customer satisfaction can related to the profitability through customer

loyalty and customer retention.



7.2. Suggestions / Recommendation

“Recommendation is an advice proposal for an appropriate

course of action”

• Convert the customers into publicity agents. Develop an incentive

for them to tell associates and friends about the value of your

products or services. An endorsement from them is more effective

than any amount of advertising - and it is much cheaper.

• Surprise the customers with unexpected value. If you sell products,

include an "unadvertised bonus" with every order. If you sell

services, get into the habit of doing something extra for every

customer or client without charging for it.

• Reward them each time they refer someone who becomes a

customer. Your reward can be as simple as a credit toward their next

order from you.

• The retailer must improve their understanding of the role and

capabilities of advertising to improve customer relation and enhance

loyalty. This understanding should in turn results in a more effective

and more efficient advertising campaign & customer satisfying

services.

• Visual Merchandising: It is often seen that the people come to the

store to browse rather than buy.

• Schemes: In store Promotions: The people visiting the store should

be encouraged to visit the store again and again. So it is necessary to



delight the shoppers with the shopping experience. It has been

observed in



L imitation & S uggestion

Key Learning Points

Limitation

• Resources, Geographical , Time Of Submission, The

Skills & Qualities Required

Suggestions / Recommendation

• Word of Mouth, unexpected value, Reward ,

Understanding their role and capabilities, Visual

Merchandising, Promotions




Conclusion


Conclusion

"The secret of successful retailing is to give your customers

what they want. And really, if you think about it from the

point of view of the customer, you want everything: a wide

assortment of good quality merchandise; the lowest possible

prices; guaranteed satisfaction with what you buy; friendly,

knowledgeable service; convenient hours; free parking; a

pleasant shopping experience."

- Sam Walton

The retail sector has played a phenomenal role throughout the

world in increasing productivity of consumer goods and services.

Customers would like to have personal contact with a sales person & the

nearby retail shop.

On the basis of data gathered and analysis done we can

conclude that;

• Customers prefer to purchase day to day products from

organized retail stores.

• The basic purchase has more influence of the retailer

than that of the advertisements on customers.

• Majority of the respondents are doing impulse buying.

• People prefer to purchase private labeled products “One

stops shopping” is the highly influencing factor to the

customers of organized retailing stores, for doing

shopping from those stores.



Thus as per the research our Alternative Hypotheses (Ha)

is accepted i.e. the retailer have significant impact on the

buying decision of the customers & Null Hypotheses (Ho)

is rejected.




Bibliography

&

Annexure


B ibliography

W eb L inks

• http://en.wikipedia.org/wiki/Retailing_in_India

• http://www.fibre2fashion.com/industry-article

• http://www.e4india.com

• http://www.slideshare.net

B ook

• Principles of Marketing (14th Edition); Philip Kotler,

Gary Armstrong

M agazines

• 4Ps Business and Marketing:

www.4psbusinessandmarketing.com





A nnexure Name:

__________________________________________________________

________

Age: _____________________________________ Sex:

Female / Male

Occupation:

__________________________________________________________

____

Q1. How frequently do you visit the retail stores?

Q2. Choose from the following for which you visit the retail stores?

Q3. What are the factors which influence you to visit the retail stores?

Q4. Show your preference level from purchasing the following product category from the retail stores.


a) Frequently b) Weekly

c) Fortnightly d) Monthly

a) Shopping b) Price

c) Entertainment d) Time pass

a) Ambience b) One stop c) New product

d) Extra service e) Product variety f) Price


Q5. Does advertisement influence you to visit the retail store?

Q6. Do you purchase the product which you have not planned before visiting the retail stores?

Q7. Choose from the product category which you find cheaper in the retail stores.

Q8. Do you buy the products which are sold at retail store under

their own brand?

Q9. From the following give preference to the product categories

you purchase under the name of retail stores.


a) Grocery b) Electrics c) Packaged foods

d) Snacks & biscuits e) Cosmetics f) Clothing

g) Health care h) Handlooms i) Vegetables/Fruits

j) Jewellery k) Stationary

a) Every time b) Sometime c) Never








Q10. Choose satisfaction level for the retail stores own labeled products.






a) Highly Satisfied b) Satisfied c) Neutral

d) Dissatisfied e) Highly Dissatisfied

