Anitha Mam Full

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CONTENTS

LIST OF TABLES

LIST OF EXHIBITS

Chapter No. Particulars Page No.

1. Introduction and Design of the Study

2. Review of Literature

3. Corporate Retail Stores An Overview

4. Analysis and Interpretation

5. Summary of Findings, Suggestions and Conclusion

Bibliography

Annexure


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LIST OF TABLES

TABLE

NO.

PARTICULARS PAGE NO.

1 Table showing Gender of the Respondents

2 Table showing Age Group of the Respondents

3 Table showing Educational level of the Respondents

4 Table showing the occupational status of the Respondents

5 Table showing Family Monthly Income of the Respondents

6 Table showing size of the family of the Respondents

7 Table showing the level of awareness

8 Table showing sources of awareness about corporate Retail stores

9 Table showing the normal purchase of the respondents

10

11 Table showing frequency of visit

12 Table showing the items purchased

13 Table showing the amount spending per month for buying

14 Table showing

15 Table showing Ranking reasons for buying

16 Table showing the discount offers

17 Table showing the services of corporate retail stores

18 Table showing the satisfaction level

19 Table showing the problems in purchasing

20 Table showing the complaints

21 Table showing the response towards complaint


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22 Chi-Square Value - Personal Factor and Sources of awareness

23 Chi-Square Value - Personal Factor and Normal Purchase

24 Chi-Square Value - Personal Factor and Frequency Visit

25

Chi-Square Value - Personal Factor and Amount spending for

purchase

26 Average Rank Analysis Gender and the Reasons for buying

27 Average Rank Analysis Age Group and the Reasons for buying

28

Average Rank Analysis Educational level and the Reasons for

buying

29

Average Rank Analysis Occupational Status and the Reasons for

buying

30

Average Rank Analysis Family monthly income and the Reasons

for buying

31 Average Rank Analysis Family size and the Reasons for buying

32 Average Score Analysis Gender and level of Satisfaction

33 Average Score Analysis Age Group and level of Satisfaction

34

Average Score Analysis Educational Level and level of

Satisfaction

35

Average Score Analysis Occupational Status and level of

Satisfaction

36

Average Score Analysis Family Monthly Income and level of

Satisfaction

37 Average Score Analysis Family Size and level of Satisfaction


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LIST OF CHARTS

S.NO. PARTICULARS PAGE NO.

1 Chart showing Gender of the Respondents

2 Chart showing Age of the Respondents

3 Chart showing Educational level of the Respondents

4 Chart showing Occupational Status of the respondents

5 Chart showing Family monthly income of the Respondents

6 Chart showing Family size of the Respondents

7 Chart showing Level of awareness about Corporate Retail stores.

8 Chart showing the Sources of Awareness


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9 Chart showing Normal Purchase of the Respondents

10 Chart showing

11 Chart showing Frequency Visit to Stores.

12 Chart showing Items Purchased

13 Chart showing the Amount spending per month for buying

14 Chart showing

15 Chart showing the Ranking Reasons for buying

16 Chart showing the discount offers

17 Chart showing he Better Services

18 Chart showing the Sati factional level

19 Chart showing Problems in Purchasing

20 Chart showing the Complaints

21 Chart showing the Response towards complaint

A STUDY ON CUSTOMER ATTITUDE TOWARDS SELECTCORPORATE RETAIL STORES

Introduction:

Retailing consists of the business activities involved in selling goods and services to

consumer for their personal, family or household use. It includes every sale of goods and

services to the final consumer ranging from automobiles to apparel to meals at restaurant to

movie theatre tickets retailing is the last stage in the distribution process.

According Philip Kotler Retailing includes all the activities involved in selling goods or

services to the final consumers for personal, non-business use. A retailer or retail store is any

business enterprise where sale volume comes primarily from retailing.


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The world retail is derived from the French word retailer, which means to cut off a piece

or the break bulk. A retailer may be defined, as a dealer or trader who sells goods in small

qualities G. One who repents or relates.

The origin of retail is traced back to barter trade various formats have involved over the

past thousand years and have been influenced by the social and economic development.

Medieval markets were dependent on local sources for suppliers and merchandise was sold is

this market place or by peddlers.

Customers travelled considerable distances for their purchases.

Since independence, retail in India has involved to support the unique needs of our

country faced with the task of providing basic food grains to the mass population. The Indian

government set up the public distribution systems Khadi and village industries commission

stores (KVIC) one of the olderst retain chain in India more than 7000 KVIC stores across the

country.

The public distribution system was started in 1939 in Bombay and subsequently intended

to other cities and towns. By the year 1946, as many as 771 cities / Towns were covered. There

was also a rapid increase in the ration shops and their number went up from 18000 in 1957 to

51000 in 1961.

In 1963, the co operator movement championed by the government, which set up the

Kendriya Bhandars, operating with a network of 112 stores and 42 fair price shops across the

country. In Maharastra, Bombay Bazaar, which operates stores under the label Sahakari

Bhandars and Apna Bazaar runs a large chain of co operative stores. While independent retailing

insisted in India a very long time, the first attempt of organized retailing was witnessed in the

textile sector there by opening its economy to global country parts. In early 1990s the country

witnessed retail, revolution in the farm of organized retailing Mega stores and malls.

Currently, retailing is fragmented and is dominated by neighborhood stores which is

average of less than 500 Sq. Ft. retail shops. The traditional food and grocery segment has been

transformed by the emergence of supermarket, convenient stores and fast food chains.


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Organized retailing is spreading and making its presence fact in different fact in different

parts of the country thought there are traditional family owned retail chains in South India, the

retail revolution practically started in chinnai, where food world was an early more into

organized retail.

The retail industry is divided into organized and unorganized sectors. Over 12 million

outlets operate is the country and only 4% of them being larger than 500 Sq. Ft. in Size.

Organized retailing refers to trading activities undertaken by licensed retailer that is, there who

are registered for sale tax, income tax etc. there include the corporate backed hyper markets and

retail chains and also the privately owned large retail business. Unorganized retailing on the

other hand refers to the traditional formats, of low cast retail for example the local Kirana shops,

general stores, Pan/Beedi shops, convenience stores, Hand cart and parement renders etc. the

organized retail market is growing at 35% annually while growth of unorganized retail stores is

pegged at 6%.

Retail market is the organized sector in India is growing can be identified from the fact

that 1500 supermarket, 3.25 departmental stores and 300 new malls are being built.

Many Indian companies are entering the Indian retail market which is giving Indian

organized retail market a boost. One such company is the Reliance Industries United. It plans to

invest Us $ 6 Billion in the Indian retail market by opening 1000 hyper markets and 1500

supermarkets.

STATEMENT OF THE PROBLEM

Methodology

1. Source of data

The study was primary data and also secondary data. Primary data for the purpose of

collection of data, questionnaire method was selected. The questionnaire is framed in such a

manner that will covers all the details required for the study. It is framed is simple and in

understandable manner so act to enable the respondents to express their views freely and

frankly.


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2. Sampling method:

For Purpose of the Study, 250 Respondents were selected. The data were collected from them

using questionnaire convenient random sampling method is used in the study.

3. Area of the study:

The are of the study refer to Coimbatore city.

4. Tools of Analysis

1. Percentage analysis

2. Chi Square analysis

Limitation of the Study

1. The study has been restricted to Coimbatore town.

2. The study has been conducted with only 250 Respondents.

CHAPTER SCHEME

The present study is classified into fire chapters.

CHAPTER I : Introduction and Design of the Study.

It chapter deals in brief statement of the problem, objectives, methodology used

and the limitations of the study.


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CHAPTER II : Review of Literature

A brief review of the study is made in the area are presented in this chapter.

CHAPTER III : Corporate Retail Stores An overview

This Chapter provides a theoretical aspects related to the study.

CHAPTER IV : Analysis and Interpretation of Data

In tune with the objectives of the study, the analysis and interpretation are

presented with descriptive and statistical analysis.

CHAPTER V : Findings, Suggestions and Conclusion.

This Chapter provides a summary of findings, recommendations and

conclusions on the basis of the results of the study.

CHAPTER II

REVIEW OF LITERATURE

1. Dr. V. Murugaiah and Radhika Vishras* Article revealed that the modern or the

organized department store like shoppers shop, website, globus, lifestyle etc, that are by big in

size with more than 5000 Sq. Ft. selling are. There are the claim of outlets being operated

professionally with centralized sourcing and accounting practices and having skilled workforce

fall under the organized retail outlets category. The traditional departmental stores with less

than 500 to 2000 members as part or full time employees. They procure locally and some from


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other states of the country. No proper billing system adopted. Bargaining rules the transactions

very close to.

(Dr. R. MURUGAIAH and RADHIKA VISHVAS INDIAN JOURNAL CUSTOMER

OF MARKETING)

2. Moer Firdoos Jahan and Dr. Lalitha Ramakrishnas Article revealed that Departmental

store offered an intensive assortment of goods and services that are organized into separate

departments for the purpose of efficient buying, assortment, promotion and above all, case of

shopping for the consumer such as formal provides the greatest selection of any general

merchandize and very often serves as the anchor store in a shopping mall or shopping centre

shoppers stop is the first one to open a departmental store in the early 1990s and currently

operates 19 stores in 10 different cities in India.

(Moor Firdoos Jahan and Dr. Lalitha Ramakrishna Indian Journal of marketing morals

2008)

3. Harprect Singh Marinder Kaurs article revealed the retail industry is divided into

organized and unorganized sectors. Organized retailing referred to trading activities undertaken

by licensed retailers that they are these who are registered for sales tax, income tax etc. There

includes the departmental stores, Big hyper markets. The Departmental stores having wide

variety of products, organized into different departments such as clothing, house ware,

furniture, appliances, toys etc.

(Harprect Singh narinder kawn Indian Journal of marketing April 2008)

4. Dr. S. V. Pathak, Aditya P Tripathis Article revealed in India the number of

departmental stores is less as compared to other retail formate such as super markets and

discount store. Shoppers stop is the first are to open a department store in the early 1990s and

currently operates 10 stores in 10 different cities in India. The store strongly focuses on life

styling retailing and can be segregated into fire departments such as apparel, accessories, home

dcor, gift ideas and other services.


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(February Dr S. V. Pathak, Aditya P. Tripathi Indian Journal of marketing Feburary

2009)

5. V. Ramanathan, K. Haris Article recealed there are around 100 departmental stores in

India. The segments is growing much faster than overall retail industry the number of stores

has been growing by 24 percent annually and sales had growing at around 34 percent during

1999-2002. The demographics of a region vary quite distinctly from others. Inorder to reacts to

all classes of society in India, organized retail formats should design a comprehensive and

prospective business model which offered the quality product.

(Services at affordable price and generates more socially balanced business) V.

Ramanathay, K. Hari Indian Journal of markeing December 2008.

6. Debajani. Saheo, Hari Govind Mishras Article revealed retail sector has become one of

the most dynamic growing sectors in recent times. Retailing has always been an integral part of

economic nations with strong retail activity has enjoyed greater economic and social progress.

It contributes to the development by maturing the individual requirements of the population

with the producers and suppliers of merchandise. It is a clear indication of the spending pattern

of the consumers of a country.

(Debajani Sahoo, Hari Govind Mishra Indian Journal of marketing January 2008)

7. Telangetal (2007) referred that convenience, enjoyment and price are the three important

factors that motivates consumers to purchase from an organized retail store convenience is

defined as a customer perception of saving in time effort related to transaction with a vendor.

(Telangetal (2007) Organized Retaling in Semi-Urban Market

8. Berry (2002) referred organized retailers sell a large variety of products and brands,

customers find it particularly convenient to purchase goods in bulk. Enjoyment is defined as

the extent to which the activity of purchasing from enjoyable in its own right.

(Berry (2002) Decision Support System)

9. Venkatesh (2000) referred many people go to such stores for window shopping. The

clean environment of the shops attracts customer to make purchases. Moreover, many


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customers consider purchasing from there organized retail stores as a status symbol. Perceived

price is defined as a customers subjective perception of the observed price (Total amount that

the customer has to pay to get the product) compared to the reference price. In making

purchases from an organized retail stores, customers the prices with that available is mom and

pop shops or other retail stores. The prices are thus considered as high or low is these retail

stores

(Venkatesh (2000) Information system Rereands)

10. Schncider, lngrid E and Burnett, G. Wesley article revealed protected area management

was increasingly important throughout the world, particularly is less developed countries and

arid regions. The middle east, including Jordon, has important and unique resources due to its

varied topography and climate. In Jordon, the protected areas are privately, rather than

publicly, managed, and this provides for a unique and somewhat challenging management

effect. The purpose of this paper is to review the establishment and administration of Jordons

protected areas with particular emphasis on the challengers of multiple administrative and

legislative layers, departmental working relationships, and a paucity of funding. Interviews

with government and non governmental experts in Jordon coupled with a review of portionent

academic and planning literature, served as the information base for this study.

(Department of Recreation management & Tourism, College of Public programs,

Arizona State University, P.O. Box 874905, Tempe, USA)


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REVIEWS OF LITERATURE

* Mukesh Ambani (2005) says that, have got responsibility for the old economy oil

implementation to textile business of the undivided Reliance Group. His group the largest

private sector business house in the country straddles the entire petro chemical value

chain.

(Mukesh Ambani, Journal of Business today, July 17, 2005 P. 87)

* Krishna Gopalan (2005) says that, Mukesh Ambani consolidates his grand plan of

things for Reliance Industries include the doubling capacity at the Jamnagar and having a

global presence.

(Krishna Gopalan, The Journal of Business Today, Aug 28, 2005 P. 68)

* Anne Marie Mc Gauran (2001)55 Shridiek the processor of selling to customers in

Multi-National fashion stores in Paris and Dublin as compared. It is argued that the

Cross-National difference identity is related to difference in both national institutional

structures and the organization of urban form. Intermediary societal effects theorists

argue that cross-national differences in institutional stuructures (such as education,

training and industrial relations systems) affect the organization of production in

countries. These arguments are expanded in relation to cross-national differences in retail

system and a wider range of cultural factors, which can affect consumption processes.

The combination of there three approaches is applied to provide a theoretical

understanding of how processes of selling differ between Paris and Dublin.

(Anne Marie McGanran, Retail is detail Cross-national variation in the character of

retail selling in Paris and Dublin, Centre for Gandar and womens studies, Trinity

college, Dublin 2, Ireland)

* Peter T.L. Popkowski leszrye, Harry Timmermans (2001)54 in their study indamines the

prevalence of different shopping strategies and the impact of managerial decision related

to pricing, promotions, service and assortment on the choice of shopping strategy. A can

joint choice models in retailing in that it incorporate the similarity of competing strategies


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and allows one to test whether consumer choices of shopping strategy are dependent on

contextual variables such as weekday Vs weekend Vs month end shopping.

(Peter T.L. Popkowski leszcye, Harry Timmermans (2001) Experimental choice analysis

of shopping strategies European Institute of retailing and services studies Journal or

Retailing 77 (2001) 493-509.

Janjaap Semaijn, Allard C.R. Vanriel and A.B.A Beatriz Ambrisini (2001) the

importance of store brand has increased. Many products carrying a label that is

exclusively available from a specific retailer chain have been introduced in cerecent

years, with varying degrees of success. Retailers appear to pay little attention to the

multiple risks associated with addiding new product categories to their store labels. We

investigate how store image factors and various categories how store image factors and

various categories of perceived risk associated with product attributes affect consumer

evaluations of store branded products. A structural models in developed and tested,

providing indications of the likelihood of store brand success in various product

categories. Research and managerial implications are provided.

Janjaap Semeijn allard L.R. Van Riel and A.B.A Beatiro ambrosini Consumer

evolutions of store brands; effectors of store incharge and product attributes journal of

retailing and consumer service, III (2004) 247-258.

Mark J Eppli, James shilling (1996) he goal of this is to empirically measure the

consumer utility trade off between store location (i.e. distance tea shopping centers) and

retail agglomeration in regional shopping centers conversely, agglomeration economics

were of siginificant importance is explaining consumer patronage at regional shopping

centers may be dominated by large super regional shopping centers with the small one or

two anchor regional shopping centers unable to compete with the larger, many anchored

super regional centers.

(Mark J Eppli James D. Shilling (1996) How critical is a good location to a regional

shopping centers. The Jounral of Real estate Research Vol. 12, No. 3.


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(Fisbein M (1975) Belief, attitude, Intention and bahavour: An introduction to theory and

research, Addison Wesley, reading.

Davier (1992) concluded that store image is likely to be situation specific, varying

according to the purpose of each consumer purchase. A second pointer underlying much

of this previous work is that there is not always a natural congruence between the image

the retailers have of themselves, and the image, which consumers have of their outlets.

Davier G (1992) Positioning, image and the marketing of multiple retailers, the

international review of retail, distribution and consumer reveals, Vol 2, No.1 ppl 3-34.

Davier (1992) concluded that store image is likely to be situation specific, varying

according to the purpose of each consumer purchase. A second pointer underlying much

of this previous work is that there is not always a natural congruence between the image

the retailers have of themselves, and the image, which consumers have of their outlets.

The degree of congruence between retailer and consumer perceptions of image has been

stressed as important by a number of authors (e.g. Sali and Lincoln, 1989, Usman 1993)

this area is considerably under-researched. Lassill et al (1993) made some attempt to

summarize these ratings of individuals attributes by using factor analysis. They found

that consumers choose to patronize individual department stores for clothing purchases

when a combination of factors were present. The stocking of particulars brands, the

presence of national and own branded products and where garments offered functional

value rather than fashion appeal.

(Osman MZ (1993)1 A conceptual model of retail image influences on loyality patronage

behavior, the international review of retail, distribution and consumer research, Vol 3,

No. 2, PP 133-148.

Cassil (19931 Intra type competition among department store the international review of

retail, distribution and consumer research, Vol 3 No. 1 PP 65-78.


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Arnold. Dum and Tigert (1983)1, has systematically examined these excess tasting for the

consistency of the effects of perceived retail attributes on patronage choice, using data

collected in different seasons, times, cities and countries. Their study of departmental

stores patronage retained the null hypothesis that their multinational legit (MNL)

parameters vectors were equal across four quarterly sets of seasonal data from the

Toronto market in 1980. However, they rejected the null hypothesis that the multinomial

legit model parameters vectors for departmental stores were identical.

Arnold Dum and Tigert (1983) Retail image dimenstions and consumer preference

HARVARD BUSINESS REVIEW. May June PP. 10-15.

Fisbein (1975) suggest that consumers perceive product as basing several attributes.

Consumers view a particular product in terms of where at lies between the set of

attributes relevant to its product class, and they are likely to develop perceptions about

where different brands are on each attributes

Fishbein M (1975) Belief, attitude, intention and Behaviour: An introduction to theory

and research, Addison Wesley, reading

Mary L Joyce and David R Lambert (1996) research shows that store image is an

important component of a customers store choice and use of a store environment. Most ofthis research ignores how store image might vary across different consumer segments.

Examines the impact of age on final consumers perceptions of retail store image. Reveals

that shoppers age significantly affects perception of store image. Younger consumers feel

more positive about both store characteristics and sales person attributes they do older

shoppers. Retailers spend considerable resources on designing store environments, which

enhance a consumers perception of store image. This study suggest that a consumers age

affects his/her perceptions of store image.

Mary L Joyce and David R Lambert (1996) Memories of the Way stores were and retail

store image, International Journal of retail and distribution management Vol 24, No. 1,

PP 24-33


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Mark J Eppli, James d shilling (1996) the goal of this to empirically measure the

consumer utility trade off between store location (i.e. distance to a shopping center) and

retail Agglomeration is retional shopping centers. Conversely, Agglomeration economics

were of significant importance explaining consumer patronage at regional shopping

centers may be dominated by large super regional shopping centers with the smaller one

or two anchor regional shopping centers unable to compete with the larger, many

anchored super regional centers.

Mark J Eppli James d Shilling (1996) How critical is a good location to a regional

shopping center. The journal of real estate research Vol. 12, No.3.

CHAPTER 3

CORPORATE RETAIL STORES AN OVERVIEW

When man started to cultivate and harvest the land, he would occasionally find himself with a

surplus of goods. Once the needs of his family and local community were meet, he would

attempt to trade his goods for different goods produced use where. Thus markets were formed.

These early efforts to swap goods developed into more gatherings, when a producer who had a

surplus could not find another producer with suitable products to swap, he may have allowed

others to owe him goods. Thus early credit terms would have been developed. This would have

led to symbolic representations of such debts in the form of valuables items and eventually

money.

How Retail Develop:

Peddlers and Producers:

The Retail Trade is rooted in two groups. The peddlers and producers peddlers lended to be

opportunistic in their choice of stock and customer. They would purchase any goods that they

through they could sell for a profit producers were interested in selling that they had produced.

General Stores


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This division continues to this day with some shops specializing in specific areas, reflecting their

origins as outlets for producers and others providing a broad mix known as General Store. (Such

as Caseys in the Midwest of the U.S.A).

Although specialist shops are still with us, over time the general store has increasingly taken on

specialized products. Customers have found this to be more convenient then to visit many shops.

Thus the term Convenience Store has also been applied to these shops. As the popularity of

general stores has grown, so has their size. This combined with the advent of self-service has

lead to the supermarket or superstore.

Early Markets:

Overtime, producers would have seen value in deliberately over producing in order to profit from

selling these goods. Merchants would also have begun to appear. They would travel from village

to village, purchasing there goods and selling them for a profit overtime, both producers and

merchants, would regularly take their goods to one selling place is the centere of the community.

Thus, regular market appeared. The first shop: Eventually, Markets would become permanent

fixtures (i.e.) shops. There shops along with the logistics required to get the goods to them were,

the start of the Retail Trade.

The Birth of Distance Retailing

Defined as Sales of goods between two distant parties where the deliver has no direct interest in

the transaction, the earliest instance o distance retailing probably coincided with the first regular

delivery or postal services. Such services would have started in earnest once man had learned

how to ride a camel, horse etc.

When individuals or groups left their community and settled elsewhere, some missed foodstuffs

and other goods that were only available in their birth-place. They arranged for some of these

goods to be sent to them. Others in their newly adopted community enjoyed these goods and

demand grew. Similarly new settlers discovered goods in their new surroundings that they


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dispatched back to their birth place, and once again, demand grew. This soon turned into a

regular trade. Although such trading routes expanded mainly through the growth of travelling

salesman and then wholesalers, there were still instance where individuals purchased goods at

big distance for their own use and second reason that distance selling increased was through war.

As armies marched through territories, they laid down communication cans stretching from their

home base to the front. As well as governing goods from which ever. Locality they found

themselves in, they would have also taken advantage of the lines of communication to order

goods from home.

Origins of Retail:

It is likely that, as markets became more permanent fixtures they evolved into shop. Although

advantageous in many respects, this removed the mobility that a peddler or travelling merchant

may still have enjoyed. For some shopkeepers, it made sense to obtain extra stock and open up

another shop most probably operated by another family members. This would recover business

from peddlers and create new business and the greater volume would allow the shopkeeper to

strike a better deals with suppliers.

Growth

This new type of shopping was more efficient and many customers preferred it. Although

personal service stores remain to this day this new concept started a rapid growth of self-service

stores in the united states their countries were slow to take up the idea, but there has been a

steady rise in the global amount of self-service stores ever since.

Efficiency

These entrepreneurs noticed that their staff has to spend a great deal of time taking grocery

orders from customers. The grocery were stacked on shelves allowing customers to walk around

and browse, collecting their shopping in a basket that was supplied. The shopkeeper would only


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need to top up the final bill at the end of the process and transfer the goods from the basket to the

customer and receive payment.

India is a land of retail democracy hundreds of thousands of weekly haats and bazaars are

located across the length and breadth of our country by peoples own self-organizational

capacities. Our streets are bazaars lively, vibrant, and safe and the source of livelihood for

millions. India has the highest shop density in the world, will 11 outlets per 1000 people. This

does not include the village haats.

Retailers like Kirana (mom-and-pop-stores), grocers and provision stores are characterized by

the more systematic buying from the mandis or the farmers and selling from fixed structures.

Giant corporations like Wal Mart and Reliance has started to try and take over the Indian

retail sector. When such as organized retailer opens, nearby, small retailers typically lose about

23% of their sales. The entry of the giant corporate retail in Indias food market will have direct

impact on Indias 650 million farmers and 40 million people employed in tiny retail. More than

6600 mega stores are planned with Rs. 40,000 crore by 2011.

The size of small retail is big; the size of big retail is small

Self-Organized Vs. Corporate

The first strategy is to definite the small scale self-organized retail as unorganized and the

large scale corporate retail as organized. The real difference is however not unorganized Vs.

organized. It is Self-Organized Vs. Corporate.

As per the definition retail industry comprises of organized and unorganized sectors. Corporate

retailing refers to trading activities undertaken by licensed retailers, that is, those who are

registered for sales tax, income tax, etc. these include the corporate-backed hypermarkets and

retail chains, and also the privately owned large retail businesses. Unorganized retailing, on the

other hand, refers to the traditional formats of low-cost retailing, for example, the local kirana

shops, owner operated general stores, paan/beedi shops, convenience stores, hand cart and

pavement vendors, etc.


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The self-organized sector is characterized by the lari-galla vendors (also known as mobile

supermarket) seen in every Indian bylane and is, therefore, difficult to track, measure and

analyse. But they do know their business these lowest cost retailers can be found everywhere

from village bylanes to where big malls are situated. As far as location is concerned, these

retailers have succeeded beyond all doubt. They have neither village nor city-wide ambitions nor

plans their aim is simply a long walk down the end of the next lane. This mode of mobile

retailers is neither scalable nor viable over the longer term, but is certainly replicable all over

India. Most retailing of fresh foods in India occurs in Mandis and roadside hawker parks. These

are highly organized in their own way. If we put all these hawkers together they almost measure

up to large supermarket. These hawkers have a high degree of merchandise and have a system

that works. Kiranas/Provision stores/mom and pop stores.

In India around 97%-98% of the retail industry is unorganized. Among the organized ones the

already established Corporate Retailers in India are Pantaloon Retail, shoppers Stop, Spencers,

Hyper CITY, Lifestyle, Subhiska & Reliance Retail etc.

Unorganized retailers in the vicinity of organized retailers experienced decline in their volume of

business and profit in the initial years after the entry of a large organized retailers. The

consumers are generally in favour of more organized retail, the entry of large retail chains have

adversely affected the small, traditional retailers, who currently from 97 per cent of the sector, in

terms of lower sales and profits.

The farmers of India are definitely facing a deep crisis. Corporate profits grown while farmers

incomes shrink. Average sales of the small retailers who are facing competition from the

organized retail industry fell from Rs. 1,16,017 in the pre-organized retail scenario to Rs. 97,156

in the post-organized retail scenario, a drop by over 16 per cent. There has been increasing

incidents in several states where local small retailers have physically resisted the opening of

outlets of big retail chains. Such protests prompted the UP government recently to pass an orderdisallowing any further opening of Reliance Fresh outlets in the state.

There is competitive response from traditional retailers through improved business practices and

technology up gradation. Small retailers have been extending more credit to attract and retain

customers. There is also a big completion among small organized vs. big organized retailers. In


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2007, Reliance took over Adani Retail in Gujarat. Also, Mumbai-based Spinach retail stores

took over Delhis Sabka Bazaar and Home store. Recently, media reported Bharti is likely to

take over Big Apple, which started in 2005 and now has 65 stores covering an area of more than

1,00,000 sq. ft.

The emergence of organized retail can take several formats, from small neighborhood stores in

densely populated cities with high real estate prices to large air-conditioned malls in the

periphery where real estate is cheaper. Organized retail can appear small but spread in all local

markets, providing the convenience of a neighborhood kirana store but with procurement on a

mass scale that keeps prices low and provides greater variety.

Reliance Fresh

Dhirubhai Ambani founded Reliance as a textile company and led its evolution as a

global leader in the materials and energy value chain businesses.

He is credited to have brought about the equity cult in india in the late seventies and is

regareded as icon for enterpricse in india. He epitomized the spirit dare to dream and

learn to excel.

The Reliance Group is a living testimony to his indomitable will, single-minded

dedication and an unrelenting commitment to his goals.

With over 40 Reliance Fresh Stores already launched in Chennai, Hydrebad and Jaipur,

Reliance Retail began its assault of National Capital Region market with the recent opening of

nine new stores in Ghaziabad, Noida, Faridabad and Guragaon.

The company is targeting to open 100 more Reliance Fresh stores in New Delhi alone within

four months, and a 1,000 new stores in 35 cities nationwide by the end of the year with a build-

up area of over 4 million sq.ft. An interview of Rs. 8,000 crore is envisaged for the NCR region

alone.


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Reliance Fresh stocks fresh fruits and vegetables, staples, fast moving consumer goods and dairy

products. The stores are already selling over 1,000 tones of fresh produce daily and also 250

categories of commodities. The company is approaching farmers directly for the procurement of

produce, seeking to reduce the 40% wastage that occurs through the traditional supply chain.

Reliance Fresh is the convenience store format which forms part of the retail business of

Reliance Industries ofIndia which is headed by Mukesh Ambani. Reliance plans to invest in

excess of Rs 25000 croresin the next 4 years in their retail division. The company already has in

excess of 560 reliance fresh outlets across the country. These stores sell fresh fruits and

vegetables, staples, groceries, fresh juice bars and dairy products.

A typical Reliance Fresh store is approximately 3000-4000 square feet and caters to a catchment

area of 23 km.

History

Post launch, in a dramatic shift in its positioning and mainly due to the circumstances prevaling

in UP, West Bengal and Orissa, it was mentioned recently in news dailies that, Reliance Retail is

moving out of stocking fruits and vegetablesReliance Retail has decided to minimise its exposure

in the fruit and vegetable business and position Reliance Fresh as a pure play super market

focusing on categories like food, FMCG, home, consumer durables, IT and wellness , with food

accounting for the bulk of the business.

The company may not stock fruit and vegetables in some states. Though Reliance Fresh is not

exiting the fruit and vegetable business altogether, it has decided not to compete with local

vendors partly due to political reasons, and partly due to its inability to create a robust supply

chain. This is quite different from what the firm had originally planned.

When the first Reliance Fresh store opened in Hyderabad last Octobernot only did the company

said the stores main focus would be fresh produce like fruits and vegetables at a much lower

price, but also spoke at length about its farm-to-fork theoryThe idea the company spoke about

was to source from farmers and sell directly to the consumer removing middlemen out of the

way.
http://en.wikipedia.org/wiki/Reliance_Industrieshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mukesh_Ambanihttp://en.wikipedia.org/wiki/Crorehttp://en.wikipedia.org/wiki/Crorehttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mukesh_Ambanihttp://en.wikipedia.org/wiki/Crorehttp://en.wikipedia.org/wiki/Reliance_Industries


25/95

Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance

Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various formats that

Reliance has rolled out.

In addition, Reliance Retail has entered into an alliance with Apple for setting up a chain of

Apple Specialty Stores branded as iStore, starting with Bangalore.

Recently their stores in Jharkand faced the ire of mobs comprising of local vegetable vendors.

They vandalised and attacked the stores claiming that they were stealing their livelihoods.

In August 2007, Uttar Pradesh Chief Minister Mayawati ordered to close 10 new stores keeping

view of Law & order situation. In November 2007, Reliance Fresh stores are attacked by

Bharatiya Janshakti Party supporters headed byUma Bharti

Reliance Fresh Super markets

Type Supermarket

Founded 30 October 2006

Headquarters Mumbai, India

Key people Mukesh Ambani, CEO

Industry Retail

Website www.ril.com

Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by

Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into almostevery metropolitan and regional are of India. Reliance plans to invest to Rs. 25000 crores in the

next 4 years in their retail division and plans to begin retail stores in 784 cities across the

country. The Reliance Fresh supermarket chain is RILs Rs 25000 crore venture and it plans to

add more stores across different g, and eventually have a pan-India footprint by year 2011. The

super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy
http://en.wikipedia.org/w/index.php?title=Reliance_Retail&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Retail&action=edit&redlink=1http://en.wikipedia.org/wiki/Bharatiya_Janshakti_Partyhttp://en.wikipedia.org/wiki/Uma_Bhartihttp://en.wikipedia.org/wiki/Uma_Bhartihttp://en.wikipedia.org/w/index.php?title=Reliance_Retail&action=edit&redlink=1http://en.wikipedia.org/wiki/Bharatiya_Janshakti_Partyhttp://en.wikipedia.org/wiki/Uma_Bharti


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products and also will sport a separate enclosure and supply-chain for non-vegetarian products,

besides, the stores would provide direct employment to 5 lakh young Indians and Indirect job

opportunities to a million people, according to the company. The company also has plans to train

students and housewives in customer care and quality services for part-time jobs.

Reliance Fresh recently (24 Jan, 2007) opened several Fresh outlets in Chennai, New Delhi,

Hyderabad, Jaipur, Mumbai, Chandigarh, Ludhiana increasing its total store count to 40.

Reliance is still testing its retail concepts by controlled entry beginning in the southern states.

Overview of Reliance:

The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest

private sector enterprise, with businesses in the energy and materials value chain. Group's annual

revenues are in excess of US$ 30 billion. The flagship company, Reliance Industries Limited, is

a Fortune Global 500 company and is the largest private sector company in India.

Backward vertical integration has been the cornerstone of the evolution and growth of

Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of backward

vertical integration - in polyester, fibre intermediates, plastics, petrochemicals, petroleum

refining and oil and gas exploration and production - to be fully integrated along the materials

and energy value chain.

The Group's activities span exploration and production of oil and gas, petroleum refining

and marketing, petrochemicals (polyester, fibre intermediates, plastics and chemicals), textiles,

retail.

Reliance Retail Group:

RRL launched its first store in November 2006 through its convenience store format

Reliance Fresh. Since then RRL has rapidly grown to operate 590 stores across 13 states at the


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end of FY 2007-08. RRL launched its first Reliance Digital store in April 2007 and its first and

Indias largest hypermarket Reliance Mart in Ahmadabad in August 2007. This year, RRL has

also launched its first few specialty stores for apparel (Reliance Trends), footwear (Reliance

Footprints), Jewellery (Reliance Jewels), books, music and other lifestyle products (Reliance

Timeout), auto accessories and service format (Reliance AutoZone) and also an initiative in the

health and wellness business through Reliance Wellness. In each of these store formats, RRL

is offering a unique set of products and services at a value price point that has not been available

so far to the Indian consumer. Overall, RRL is well positioned to rapidly expand its existing

network of 590 stores which operates in 57 cities.

Reliance Retail has a target to open one store for every 3,000 families within a radius of

2km across all locations by 2011. The company is competing directly with the large number of

traditional local provision stores. Reliance Retail is either going to set up new stores in the

identified areas or take over existing stores. The company has already done that in Mumbai and

other cities. Of the four million sq ft of retail space to be created under the Reliance Fresh

brand (for groceries), one million will be through acquisitions. The retailer is also moving into

laundry, personal care and apparel product lines, in which its plans to launch private labels.

Reliance is planning to roll out its specialty format stores this year, beginning with consumer

durables, for which it has struck sourcing deals with companies in Hong Kong, the Chinese

mainland and with Videocon in India.

To strengthen its links with farmers, the company is setting up integrated agri-retail

business centers, which include three processing and distribution centers, 51 retail outlets for

farmers and 75 rural business hubs, all with an investment of US$445 million. Many companies,

looking at the retail boom in for and grocery, are setting up ventures to help retailers source these

goods.

Product availability:


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Although Reliance fresh in mainly concerned about stocking fresh vegetables and fruits

but due to some political controversy they mainly focus on the household products and FMCG

products.

The product details are listed below.

1. Fresh fruits.

2. Vegetables

3. Chocolates

4. Confectionaries

5. Cold drinks

6. Freeze items like butter, ice cream etc.,

7. House hold products

8. Toilet items

9. Spices and dry food

10. Office stationeries.

The product and displayed in selves in such a height so that they can be easily availed by the

customers and customers can compare the product specification and price.

Store Design:

The store is designed and maintained in a very systematic manner. Like as the chocolates

and office stationeries are kept just in front of the cash collector desk so that customer and lured

to have some at the last moment of their shopping.

Aditya Birla Retail gives you more.

Aditya Birla Retail Limited, launched their first supermarket in Pune. The store, a part of the

chain aptly named more. promises to change the everyday shopping experience for consumers.


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Currently open at Viman Nagar, more. offers a wide range of product categories including fruits

and vegetables, staples, personal care, home care, household general merchandise, poultry, dairy

products, a pharmacy and a well-stocked bakery.

Addressing the media in Pune, Mr. Sumant Sinha, CEO, Aditya Birla Retail Limited said, "Our

belief is that we can significantly improve the shopping experience for the entire Indian family

from the husband to kids and parents and in-laws, and more particularly make it much easier for

the housewife. We are happy to launch our first set of stores in Pune and are hopeful that

consumers will embrace us as a part of their everyday lives."

Mr. Sinha added that Aditya Birla Retail intends to be among the leading players in India. In

Pune, the Group has begun with a series of conveniently located neighbourhood supermarkets.

Over a period of time, they intend setting up destination hyper markets. These would cater to

monthly and event based shopping needs. Apart from Pune, the Group envisions having a

national presence in the not-so-distant future.

The more. chain of supermarkets, are bright and clean stores, at convenient locations with

layouts that allow ease of navigation. The product display is well organised and facilitates ease

of choice. The stores have been designed by Fitch, the leading international retail design firm.

The stores promise a range of benefits to consumers and are a solution to the many problems

faced by housewives while shopping for their daily needs. The retail offering from the Aditya

Birla Group, has been crafted after in-depth research of the needs and expectations of the Indian

consumers. more. is the answer to the shopping needs of the Indian housewife who wants a

modern and convenient option in her neighbourhood, with an attractive and consistent range of

products. more. assures consumers the security of knowing that they are paying the best price in

the market for good quality products.

more. also has a range of products from its own stable available across value, premium and select

ranges. The products have been quality-checked and are available in attractive packaging at

competitive prices. To avail additional benefits, at no extra charge, customers can also enroll for

the membership program Clubmore.


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Avers Mr. Sinha, "more. is an aspirational brand for an aspirational country. We have a bright

and committed, enthusiastic team that represents the best experience from India and globally.

Already on board are Mr. Andrew Denby to head the supermarkets, and Mr. Russell Berman, for

the hypermarkets. We are all very excited about our business."

more. will soon be launched across Pune in other locations as well.

more. indeed promises a world-class experience to consumers, in their very own neighbourhood.

CHAPTER IV

ANALYSIS AND INTERPRETATION

In this chapter the analysis and interpretation of the study on customer attitudes towards

select corporate retail stores, performed in Coimbatore city was carried out based on a sample of

250 respondents through interview schedule. The data were tabulated and analyzed using the

following tools based on the objectives of the study.

Descriptive Analysis

Chi-Square Test

Average Rank Analysis

Average Score Analysis

All tests are carried out at 5% level of significance.

Descriptive Analysis


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The descriptive analysis is mainly performed to assess the distribution and percentage of

respondents under each category. This analysis is carried out for all the questions

specified in the questionnaire.

Chi-Square Analysis

The Chi-Square analysis is used to test the independence of two attributes. In other

words, it is used to test the influence of one factor over the other. In this study, the chi-

square test is performed between the personal factors and other factors considered in the

study after formulating suitable hypothesis.

Average Score analysis

In order to use this technique, as first step, the qualitative information is converted into

quantitative one, through a fire print scaling technique which is similar to likerts scaling

technique. After converting into scores, the average scores are calculated mainly to assess

the level of opinion/awareness of different categories of respondents on various issues

considered in the study.

Average Rank Analysis

4.1 Descriptive Analysis

The data collected from various respondents are classified, tabulated and presented in

simple percentage analysis as follows:

Table 1

Table showing the Gender of the Respondents

S. No. SEX No. of Respondents Percentage

a. Male 121 48

b. Female 129 52

Total 250 100


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It is understood form the above table that out of total respondent taken for the study, 52%

of the respondents are of female and 48% of the respondents are male.

It is concluded that majority of the respondents are female.

Table 2

Table showing the Age Group of the Respondents

S. No. Age Group No. of respondents Percentage

a. Less than 25 73 29

b. 26 45 82 33

c. 46 -65 64 26

d. 66 and above 31 12

Total 250 100


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It is known from the above table that out of the respondents taken for the study, 33% of

the respondents belong to the age group of 26-45, 29% of the respondents belong to the age

group of less than 25, 26% of the respondents belong to the age group o 45 65 and 12% are 65

years and above.

It is concluded that majority of the respondents belongs to the age group of 25 -45 years.

Table 3

Table showing the Educational Level of the Respondents.

S. No. Educational Level No. of respondents Percentage

a. No Formal Education 33 14

b. School level 41 16

c. College level 96 38

d. Professional

qualification

80 32

Total 250 100


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The above table makes it clear that out of the total respondents taken for the study, 38%

of the respondents are qualified at college level, 32% of the respondents Professional qualified,

16% of the respondents are qualified at School Level and 14% of the respondents are having no

formal education.

It is concluded that majority of the respondents are qualified at college level.

Table 4

Table showing the Occupation of the Respondents.

S. No. Occupation No. of respondents Percentage

a. Agriculture 37 15

b. Business 78 32

c. Employee 56 22

d. Professional 63 25

e. Others 16 6

Total 250 100


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The above table shows that out of the total respondents taken for the study 32% of the

respondents are doing business, 25% of the respondents are belong to the professional, 22% of

the respondents are employed, 15% of the respondents are belong to the agriculture and 6% of

the respondents belong to the other categories like house wives, students and pensioners etc.

It is concluded that majority of the respondents are employed.

Table 5

Table showing the Family Monthly Income of the Respondents

S. No. Family Monthly

Income

No. of respondents Percentage

a. Less than Rs.5000 29 12

b. Rs.5001 10,000 59 23

c. Rs.10,001 15,000 65 26

d. Rs.15,001 20,000 61 25

e. Rs.20,001- above 36 14

Total 250 100


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It is known from the above table that out of the total respondents taken for the study, 26%

of the respondents have a Monthly Income of Rs.10, 0001 15,000, 25% of the respondents

have a Monthly Income of Rs.15,001 20,000, 23% of the respondents have a Monthly Income

of Rs.5,001 10,000, 14% of the respondents have a Monthly Income of 20,001 above, and 12%

of the respondents have a Monthly Income of less than Rs.5000.

It is concluded that majority of the respondents have a monthly income of Rs.10, 001

-15,000.

Table 6

Table showing the Family Size of the Respondents.

S. No. Family Size No. of respondents Percentage

a. Up to 2 Members 40 16

b. 3 Members 87 35

c. 4 Members 85 34

d. Above 4 38 15

Total 250 100

The above table makes it clear that out of the total respondents taken for the study, 35%

of the respondents have 3 Members their family, 34% of the respondents have 4 Members in


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their family, 16% of the respondents have up to 2 Members in their family and 15% of the

respondents have above 4 Members in their family.

It is concluded that majority of the respondents have 3 Members in their family.

Table 2.1

Table showing level of Awareness.

S. No. Name of the Corporate

Retail Store

VHA HA MA LA VLA Total

a. Reliance fresh 15 55 94 62 24 250

b. More 16 20 65 97 52 25

The above table shows that out of the total respondents taken for the study, Regarding

the Reliance fresh 94 respondents awareness was moderate level, 62 respondents awareness level

was low level, 55 respondents awareness was high level, 24 respondents awareness level was

very low level, and 15 respondents awareness was very high level.


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Regarding the more, 97 respondents awareness was low level, 65 respondents

awareness was moderate level, 52 respondents awareness was very low level, 20 respondents

awareness was high level and 16 respondents awareness was very high level.

It is concluded that majority of the respondents awareness was moderate in Reliance

fresh and majority of the respondents awareness was low level in More.

Table 8

Table showing Source of Awarness about Corporate Retail Stores

S. No. Particulars No. of respondents Percentage

a. Advertisements 44 18

b. Sales Representatives 73 29

c. Friends and relatives 133 53

d. Others 0 0

Total 250 100


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The table reveals that out of 250 respondents taken for the study 53% of the

respondents are aware of corporate retail stores through friends and relatives, 29% of the

respondents are aware through sales representatives, 18% of the respondents are awarethrough

advertisements.

It is concluded that majority of the respondents are of Corporate Retail Stores through

Friends and Relatives.

Table 9

Table showing the normal purchase of requirements of the respondents


a. Local Malligai Shop 68 27

b. Departmental Store 131 52

c. Corporate Retail Stores 51 21

Total 250 100


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The table discloses that out of total respondents taken for the study, 52% of the

respondents normally buys their requirements in departmental stores, 27% of the respondents

buys their requirements in local malligai shop and 21% of the respondents buys their

requirements in Corporate Retail Stores.

It is concluded that majority of the respondents shows their normal purchase only in

departmental stores.

Table 10

Table showing the

S. No. Name No. of respondents Percentage

a. Reliance fresh 34 67

b. More 17 33

Total 51 100


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From the above table, that out of the total respondents taken for the study, 67% of the

respondents visit Reliance fresh and 33% of the respondents visit More.

It is concluded that majority of the respondents visit Reliance fresh.

Table 11

Table showing the Frequency of Visit at Corporate Retail Stores

S. No. No. of respondents Percentage

a. Weekly 84 34

b. Monthly 78 31


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c. Part nightly 63 25

d. Fort nightly 25 10

Total 250 100

From the above table, that out of the total respondents taken for the study 34% of the

respondents of they buy their requirements in weekly basis, 31% of the respondents of they buy

their requirements in monthly basis, 25% of the respondents buy their requirements in part

nightly basis and 10% of the respondents buy their requirements in fort nightly basis.

It is concluded majority of the respondents take their requirements weekly basis.

Table 12

Table showing the Items Purchased in Corporate Retail Stores


a. Vegetables 32 13

b. Grocery 20 8

c. Snacks 13 5


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d. Fruits 26 11

e. Stationery 18 7

f. Cosmetics 16 6

g. Others 0 0

h. a and d

(Vegetables & Fruits)

55 22

i. a, b & d 42 17

j. a, b, c & d 28 11

Total 250 100

It is known from the above table that out of total respondents taken for the study 22%

of the respondents frequently buy vegetables and fruits, 17% of the respondents buy vegetables,

grocery and fruits, 13% of the respondents buy vegetables, 11% of the respondents buy

vegetables, Grocery, Snacks and fruits, 8% of the respondents buy Grocery items, 7% of the

respondents buy stationery and 6% of the respondents buy cosmetics and 5% of the respondents

buy only snacks.

It is concluded that majority of the respondents frequently buy vegetables, Grocery

and fruits.

Table 13

Table showing the Amount Spending For Buying at Corporate Retail Stores Per Month.


a. Up to Rs. 1000 64 26

b. Rs. 1001 to 2000 82 33

c. Rs. 2001 to 3000 67 26


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d. Rs. 3001 to Above 37 15

Total 250 100

From the above table, that out of total respondents taken for the study 33% of the

respondents spend for buying Rs. 1001-2000, 26% of the respondent spend up to Rs. 1000 and

Rs. 2001-3000 and 15% of the respondents spend for buying Rs. 3001 and above from corporate

retail stores per month.

It is concluded majority of the respondents spend for buying their requirement from

corporate retail stores for Per month is Rs. 1001-2000.

Table 14

Table showing the


a. Reliance Fresh 133 53

b. More 117 47


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Total 250 100

It is understood from the above table, that out of total respondents taken for the study

53% of the respondents stated the Reliance Fresh is better than other type of corporate Retail

Stores where as 47% of the respondent stated that More is better than other type of corporate

Retail Stores.

It is concluded that majority of the respondents facts that Reliance Fresh is better than

other type of stores.

Table 15

Table showing Ranking Reasons for buying at Corporate Retail stores.

S.No. ReasonsRules

Total1 2 3 4 5


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a. Quality 60 47 50 42 40 250

b. Varieties 54 47 57 61 31 250

c. Price 38 52 63 58 39 250

d. Availability 48 43 59 45 41 250

e. Other reason 27 41 21 44 81 250

It is known from the above table, ranking reasons for buying at corporate retail

stores, regarding the quality of all goods under one roof, 60 respondents, gave 1st rank, 50

respondents gave 3rd rank, 47 respondents gave 2nd rank, 42 respondents gave 4th rank and 40

respondents gave 5th rank.

Regarding the varieties of goods, 61 respondents gave 4 th rank, 57 respondents gave

3rd rank, 54 respondents gave 1st rank, 47 respondents gave 2nd rank and 31 respondents gave 5th

rank.

Regarding the Price of Goods, 63 respondents gave 3rd rank, 58 respondents gave 4th

rank, 52 respondents gave 2nd rank, 39 respondents gave 5th rank and 38 respondents gave 1st rank

and so on.

Table 16

Table showing the Discount offers for Bulk Purchase


a. Yes 114 46


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b. No 136 54

Total 250 100

It is known from the above table that out of the total respondents taken for the study,

54% of the respondents opinioned that they do not offer discount for bulk purchase, and 46% of

the respondents opinioned that they give discount for bulk purchase.

It is concluded that majority of the respondent for that there is not discount for bulk

purchase.

Table 17

Table showing the satisfaction level service of Corporate Retail Stores


a. Reliance Fresh 136 53


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b. More 114 46

Total 250 100

From the above table, out of the total respondents taken for the study, 54% of the

respondents are satisfied with the service of the Reliance fresh and 46% of the respondents are

satisfied with the service of More.

It is know from the above table majority of the respondents are satisfied with the

service of the Reliance fresh.

Table 18

Table showing the level of satisfaction.

S. No. Factors VHS HS MS LS VLS Total

a. Price 28 65 68 63 26 250


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b. Quality 30 81 92 32 15 250

c. Varieties 58 87 64 18 23 250

d. Sales person behavior 37 66 90 36 21 250

e. Customer treatment 41 68 88 29 24 250

f. Response to queries 47 75 73 44 11 250

g. Discount offer 40 57 83 48 22 250

h. Shopping convenience 42 50 84 53 21 250

i. Parking Facility 37 56 79 55 23 250

j. Space for Shopping 57 51 77 44 21 250

k. Toilet Facility 41 66 96 33 14 250

l. Feedback System 44 71 84 31 20 250

The above table shows that out of the total respondents taken for the study, regarding the

price 28 respondents are moderately satisfied, 65 respondents are highly satisfied, 63 respondents

are low satisfied, 28 respondents are very high satisfied and 26 respondents are very lowsatisfied.

Regarding the quality 92 respondents are moderately satisfied, 81 respondents are highly

satisfied, 32 respondents are low satisfied, 30 respondents are very high satisfied and 15

respondents are very low satisfied.

Regarding the salesperson behavior 90 respondents are moderately satisfied, 66

respondents are high satisfied, 37 respondents are very high satisfied, 36 respondents are low

satisfied, and 21 respondents are very low satisfied.

It is concluded that regarding the price 68 respondents are moderately satisfied, regarding

the quality 92 respondents are moderately satisfied, regarding the varieties 87 respondents are

high satisfied, regarding the sales person behavior 10 respondents are moderately satisfied,

regarding the customer treatment 88 respondents are moderately satisfied, regarding the response


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to queries 75 respondents highly satisfied, regarding the discount offer 83 respondents are

moderately satisfied, regarding the shopping convenience 84 respondents are moderately

satisfied, regarding the parking facility 79 respondents are moderately satisfied, regarding the

space for shopping 77 respondents are moderately satisfied, regarding the toilet facility 96

respondents are moderately satisfied and regarding the feedback system 84 respondents are

moderately satisfied.

Table 19

Table showing the Problems in Purchasing at Corporate Retail Stores


a. Price discrepancy 48 20

b. Billing Delay 68 27


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c. Old stock 30 12

d. Packing Defect 45 18

e. Defective goods 33 13

f. Others- Please Specify 26 10

Total 250 100

It is known from the table that out of the total respondents who face problem in

buying at Corporate Retail stores, 27% of the respondents face the problem of Billing delay, 20%

of the respondents face the Problem of Price discrepancy, 18% of the respondents face the

problem of packing defect, 13% of the respondents face the problem of defective goods, 12% of

the respondents face the problem of the old stock and 10% face other problems such as not

returning back the goods once sold less larkers to help etc.

Majority of the respondents faced the problem of billing delay.

Table 20

Table showing the Complaint that have experienced at Corporate Retail Stores


a. Yes 146 58

b. No 104 42


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Total 250 100

It is understand from the table that out of total respondents taken for study, 58% of

the respondents stated that they have complaint about the problems where as 42% of the

respondents have not complaint about the problem that they experienced.

It is concluded that majority of the respondents have complaint about the problem

they experienced.

Table 21

Table showing the Response of to Complaint


a. Very Good 21 8

b. Good 104 41


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c. Normal 52 22

d. Poor 45 18

e. Very poor 28 11

Total 250 100

It is shown from the table that out of the total respondents regarding the response on

attending the complaint 41% of the respondents complaints response are Good, 22% of the

respondents complaint are normal way, 18% of the respondents complaint were is poor position,

11% of the respondents complaint were very poor and 8% of the respondents complaint response

are very good.

Majority of the respondents feel that the complaints responses are Good.

CHI-SQUARE ANALYSIS

Chi-Square Analysis is used to find the influence of the personal factors over the sutyd

factors such as sources of information, normal purchase, frequency of visit and amount spending

per month for purchase. Chi-square analysis is performed in order to study the influence of

personal factors over the other factors. All tests are carried at 5% level of significance.


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The personal factors considered for this purpose are:

Sex

Age

Educational level

Occupational status

Family monthly income

Family size

The study factors considered are:

Sources of Awareness

Normal purchase of requirements Frequency of visit

Amount spending per month for buying

CHI SQUARE ANALYSIS

TABLE 22

HYPOTHESIS

The personal factors of the respondents have no significant influence on the source of

awareness about corporate retail sector.


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Personal factors Chi-square Table value Significant / Non

significant

1. Sex 18.4 5.99 Significant

2. Age group 60.8 12.6 Significant

3. Educational level 46.95 12.6 Significant

4. Occupational 10.9 15.5 Non-Significant

5. Family Monthly income 91.09 15.5 Significant

6. Family Size 19.0 12.6 Significant

It is found from the table that the hypothesis is rejected (Significant) in fire cases and in

other cases the hypothesis is accepted (not significant).

It is concluded that Sex, Age, Educational level, Occupation, family monthly income

level and family size level significant influenced on the normal purchase of corporate retailstores.

TABLE 24

HYPOTHESIS

The personal factors of the respondents have no significant influence on frequency

purchase form the stores.

The table 3 describes the personal factors, chi-square values, Table values and their

significance on the frequency purchase form the stores.

Table 3: Chi square values Personal factors and frequency purchase form the stores.


significant


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3. Educational level 40 16.9 Significant

4. Occupational 57.8 21.0 Significant


6. Family Size 5.33 16.9 Non-Significant




level significant influenced on the frequency visit to corporate retail stores.

TABLE 25

HYPOTHESIS

The personal factors of the respondents have no significant influence on the amount

spending for buying from stores.

The table 4 describes the personal factors, chi-square values, Table values and their

influence on spending amount for buying from corporate retail stores.

Table 3: Chi square values Personal factors and amount spent for buying from corporate retail

stores per month.


significant


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3. Educational level 45.9 16.9 Significant

4. Occupational 34.5 21.0 Significant


6. Family Size 14.4 16.9 Non-Significant




level significant influences on spending amount to buy from corporate retail stores.

AVERAGE RANK ANALYSIS

Table 26

Gender and the Reasons for Buying at Corporate Retail Stores

Reasons

Gender

A1 A2 A3 A4 A5

Male

A.R. 2.81 3.24 2.92 2.89 3.33

F.R 1 4 3 2 5

A.R 2.81 2.64 3.19 3.00 3.60


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Female F.R 2 1 4 3 5

It is found from the table 26 the Male respondents have given top preference to Quality

(a) followed by availability of all goods under one roof (d) and so on. The Female respondents

have given top priority to varieties of goods under one roof (b) followed by quality (a) and so on,

as the reason for buying at Corporate Retail Stores.

It is concluded that the Male respondents have given top priority to quality of the goods

and female respondents prefer varieties of all goods under one roof as the important reasons for

buying at corporate retail stores.

Table 27

Age group and the reasons for Buying at Corporate Retail Stores

Reasons

Gender

A1 A2 A3 A4 A5

Less than 25

A.R. 2.47 2.98 3.00 2.86 3.53

F.R 1 3 4 2 5

A.R 3.06 2.98 3.21 2.92 3.69


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26-45 Years F.R 3 2 4 1 5

46-65 Years

A.R 2.81 2.64 3.19 3.00 3.60

F.R 2 1 3 3 3

66 & AboveYears

A.R 2.6 2.52 2.8 2.4 3

F.R 3 2 4 1 5

It is found from the table 27 the respondents who are less than 25 have given top

preference to Quality of all goods under one roof (a) followed by availability of all goods (d) and

so on. The respondents who are 26-45 years age have given top preference to availability (d)

followed by varieties (b) followed by quality (a) and so on, the respondents who are 66 and

above years have given top preference to availability of all goods.

It is concluded that the respondents who are less than 25 have given top priority to quality

of all the good, the respondents who are 26-45 years and have 66 and above years have given top

priority to availability of all the goods, and the respondents who are 46-65 years have given top

priority of verities of all goods under one roof as the important reason for buying at corporate

retail stores.


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Table 28

Educational level and the reasons for Buying at Corporate Retail Stores

Reasons

Educational level

A1 A2 A3 A4 A5

No formal

education

A.R. 3.07 2.6 2.92 3.17 3.27

F.R 3 1 2 4 5

School level

A.R 2.77 3.13 3.02 2.83 3.5

F.R 1 4 3 2 5


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College level

A.R 2.82 2.80 3.10 2.97 3.6

F.R 3 2 5 1 4

Professionalqualification

A.R 2.77 2.75 2.97 2.93 3.42

F.R 2 1 4 3 5

It is found from the table 28 the respondents who No Formal Education have given a top

preference to varieties of all goods under one roof (b) followed by price (c) and so on, the

respondents who have up to school level education have given top preference to quality of all

goods under one roof (a) followed by availability of all goods (d) and so on, the respondents who

have up to college level have given top preference to availability of all goods under one roof (d)

followed by varieties (b) and so on, the respondents top preference to varieties under one roof (a)

followed by quality and so on, as the reason for buying at corporate retail stores.

It is concluded that the respondents who have no formal education and professional

qualification prefer varieties of all goods under one roof, the respondents who have school level

preference quality of all goods under one roof and the respondents who have college level prefer

availability of all goods under one roof buying at corporate retail stores.


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Table 29

Occupational status and the reasons for Buying at Corporate Retail Stores

Reasons

Occupational

Status

A1 A2 A3 A4 A5

Agriculture A.R. 2.54 2.82 2.90 2.736 3.76

F.R 1 2 5 3 4

Business

A.R 2.62 2.92 3.12 2.85 3.37

F.R 1 3 4 2 5


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Employee

A.R 3.2 2.95 3.08 3.27 3.7

F.R 3 1 2 4 5

Professional A.R 2.58 2.88 2.98 2.88 3.4

F.R 1 2 3 2 4

Others MZ

Specify

A.R 3.0 2.615 2.9 3.28 3.37

F.R 3 1 2 4 5

It is found from the table 29 the respondents who Agriculture have given a top preference

to quality of goods (a) followed by varieties (b) and so on. The respondents who are doing

business have given top preference to quality of goods (a) followed by availability (b) of goods

and so on. The respondents who are employee have given top preference to varieties under one

roof (b) followed by price (c) and so on. The respondents who are professionals have given top

preference to quality of all goods under one roof (a) followed by varieties (b) and so on. The

respondents who are other categories like have wives, students and pensioners have given top

preference to varieties under one roof (b) followed by price (c) and so on, as the reason for

buying at corporate retail stores.

It is concluded that the respondents who are Agriculture, Business and Professional have

given top preference to quality of all goods under one roof. The respondents who are Employee

and others like housewives, students have given top preference to varieties of all goods under

one roof as the reasons for buying at corporate retail stores.


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Rs.10,001 Rs.15,000

A.R 2.81 2.89 3.08 2.88 3.51

F.R 1 3 4 2 5

Rs.15,001 Rs.20,000

A.R 2.57 2.88 2.98 2.98 1.53

F.R 2 3 4 4 1

Rs.20,001

and above A.R 2.69 2.92 3.11 2.89 3.65

F.R 1 3 4 2 5

It is found from the table 30 the respondents who are having monthly income of less than

Rs. 5000 have given top priority to varieties of all goods under one roof (b) followed by price (c)

and so on, the respondents who are having family monthly income of Rs. 5001-Rs. 10000 have

given to priority to varieties of all goods under one roof (b) followed by availability (d) and so

on, the respondents who are having family monthly income of Rs. 10001-Rs. 15000 have giventop priority to quality of all goods under one roof (a) followed by availability (d) and so on, the

respondents who are having family monthly income of Rs. 15001-Rs. 20000 have given top

priority to other reasons like service, shopping space and special offers under one roof (e)

followed by quality and so on, the respondents who are having family monthly income of Rs.

20001 and above have given top priority to quality of all goods under one roof (a) a followed by

availability (b) and so on, as the reasons for buying at corporate retail stores.

It is concluded that the respondents who are have family monthly income of below Rs.

5000-10000 have given top priority to varieties of all goods under one roof, the respondents who

are having family monthly income or Rs. 10001- Rs. 15000 and Rs. 20001 above have given top

priority to quality of goods and the respondents having family monthly income of Rs. 15001-Rs.

20000 have given top priority to other reasons for buying at corporate retail stores.


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Table 31

Family Size and the reasons for Buying at Corporate Retail Stores

Reasons

Family Size

A1 A2 A3 A4 A5

Up to 2Members

A.R. 2.64 2.41 2.86 2.80 2.86

F.R 2 1 4 3 4

3 Members A.R 3.00 2.98 3.22 2.91 3.72

F.R 3 2 4 1 5

4 Members A.R 2.60 2.98 3.00 2.85 3.57


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F.R 1 3 4 2 5

Above 4 A.R 2.53 2.69 2.66 2.92 3.00

F.R 1 3 2 4 5

It is found from the table 31 the respondents who have up to two members have given top

preference to varieties of all goods under one roof (b) followed by quality (a) and so on, the

respondents who have three members have given top preference to availability of all goods under

one roof (a) followed by varieties (b) and so on, the respondents who have four members have

given top preference to quality of all goods under one roof (a) followed by availability (d) and so

on, the respondents who have above four members have given top preference to quality of all

goods under one roof (a) followed by price (c) and so on as the reasons for buying at corporate

retail stores.

It is concluded that the respondents who are have Up to two members in their family have

given top preference to varieties, the respondents who have three members in their family have

given top preference to availability, the respondents who have four members and above membersin their family have given top preference to quality of all things under one roof as the important

reason for buying at corporate retail stores


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Table 32

Gender and level satsfaction

Average score analysis

SatisfactionLevel

Gender

a b c d e f g h i j k l

Male 3.02 3.30 3.56 3.24 3.28 3.42 3.18 3.16 3.11 3.32 3.42 3.36

Female 3.03 3.33 3.55 3.25 3.31 3.40 3.18 3.15 3.12 3.31 3.36 3.35

It is found from the table 32 the respondents both Male and Female respondents have given level

of satisfaction towards varieties followed by response to queries, feedback system and so on.

It is concluded that both Male and Female have high level of satisfied towards varieties of the

item when compared to other aspects in Corporate Retail Stores.


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Table 33

Age and Level of Satisfaction

SatisfactionLevel

Age


Less than 25 2.94 3.23 3.59 3.24 3.38 3.5 3.24 3.18 3.15 3.23 2.97 3.29

26-45 3.04 3.32 3.59 3.26 3.29 3.4 3.80 3.7 3.12 3.23 3.34 3.35

46-65 3.03 3.29 3.55 3.27 3.29 3.45 3.19 3.01 3.11 3.23 3.37 3.37

66 & Above 3.5 3.5 3.83 3.17 3.5 3.5 3.33 3.33 3 3.67 3.67 3.67

It is found from the table 33 the respondents irrespective of their age have given high level

towards varieties followed by response to queries and so on, and the respondents who are 66 and

above years have same level of satisfaction towards space for shopping, toilet facility and

feedback system.


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It is concluded that the respondents irrespective of their age have high level of satisfied

towards varieties of the item when compared to other aspects in corporate retail stores.

Table 34

Educational Level and Level of Satisfaction

SatisfactionLevel

EducationLevel


No Formal

Education

3.14 3.36 3.59 3.23 3.27 3.41 3.23 3.14 3.09 3.27 3.41 3.32

School Level 3.05 3.28 3.55 3.27 3.28 3.38 3.18 3.15 3.1 3.32 3.37 3.37

College

Level

3.02 3.3 3.55 3.24 3.29 3.41 3.18 3.15 3.13 3.29 3.34 3.35

Professional

Qualification

3.03 3.32 3.53 3.27 3.29 3.37 3.18 3.08 3.08 3.31 3.37 3.39

It is found from the table 34 the respondents irrespective of their educational qualification have

given high level of satisf

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