Customer Shopping Behavior - Organized & Unorganized Retail in India


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A Study done during my MBA period, with a great group of batch mates, in which we studied Customer Behaviour for preference between the Organized Retail(Big Bazaar, Food Bazaar, Central, etc) and Unorganized Retail(Kirana Stores, Sabji Mandi, etc.).

The study has given very interesting results.

This ppt is to help all those analysts and MBA sitting around analysing something relative to above.

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  • On the basis of the decision making processes and the type of need, a customer may not undergo the stages in the same order as shown in the figure.
  • From the previous table, a customer forms an overall evaluation of each store on the importance he places on each benefit the stores provide. He can also represent the importance of these benefits using 10-point scale like earlier.Customers have unique set of needs. The importance of store’s benefits differs for each customer and may also differ for each shopping trip. When customers are about to select a store, they don’t actually got through the process of listing store characteristics, evaluating stores’ performance on these characteristics, determining each characteristic’s importance, calculating each store’s overall score and then visiting a store with the highest score. The Multiattribute attitude model doesn’t reflect customers’ actual decision process but it does predict their evaluation of alternatives and their choice, and provides information on designing a retail offering.
  • Customer Shopping Behavior - Organized & Unorganized Retail in India

    1. 1. Unorganized Retail vs. Organized Retail Sector in Mumbai, India<br />CUSTOMER SHOPPING BEHAVIOR <br />Pankil Chugh 204<br />Jai Awatramani 402<br />HimmatSandhu 416<br />ShikharTyagi 423<br />AliasgarNavagharwala425<br />1<br />MBA(Tech.) – Class of 2004-09, NMIMS, Mumbai, India<br />
    2. 2. Chronology <br />Indian Retail Scenario<br />Objective of the survey<br />Questionnaire<br />Findings<br />Recommendations and learnings<br />2<br />
    3. 3. Indian Retail Scenario<br />12 million retailers<br />Dominated by dukandars<br />Total retail market size in India in 2008: USD 353 bn<br />Annual growth rate (2008): 12%<br />Present share of organized sector: 7%<br />Expected investment in modern retailing: USD 25-30 bn<br /> in next 4 years<br />3<br />
    4. 4. Organized Sector in India<br />Modern format<br />Chain stores<br />Types<br />Specialty stores<br />Discount stores<br />Hypermarkets<br />Supermarkets<br />Convenience stores<br />Department stores<br />Malls<br />4<br />
    5. 5. Classification of Indian Customers<br />Source: Future Group Research, Published in book “It happened in India” by KishoreBiyani, 2007 issue<br />5<br />
    6. 6. Emerging trends in consumers’ income and consumption pattern<br />Growing prosperity<br />Increase in sizable disposable income<br />Place is no more important<br />Higher proportionate rural expenditure<br />Young population with higher purchasing power<br />6<br />
    7. 7. Need Recognition<br />Information Search<br />Evaluation<br />Choice<br />STAGES<br />SELECTING A RETAILER<br />SELECTING MERCHANDISE<br />THE BUYING PROCESS<br />7<br />
    8. 8. Evaluation of Alternatives<br />Multiattribute Attitude Model<br />Customers see a retailer or a product as a collection of attributes or characteristics<br />Designed to predict a customer’s evaluation of a product or retailer based on:<br />Performance on several attributes<br />Importance of those attributes to the customers<br />Attributes and importance weights are chosen as criteria<br />Alternatives compared against the criteria<br />8<br />
    9. 9. 9<br />
    10. 10. 10<br />
    11. 11. 11<br />
    12. 12. Importance Weights<br />12<br />
    13. 13. Research Design and Methodology<br />Exploratory research conducted in Mumbai<br />Focuses on customer shopping behavior in Indian scenario among different formats, i.e. organized and unorganized<br />13<br />
    14. 14. QUESTIONNAIRE<br />14<br />
    15. 15. Objective behind the questionnaire<br />To identify the various factors that affect the choice of format viz. Organized/ Unorganized Retail.<br />The perceptions and the attitude towards both the formats.<br />The type of goods customers prefer to purchase from each format.<br />Findings that can help the organized and the unorganized retail gain its key strength and weaknesses.<br />Sample Size: 40<br />15<br />
    16. 16. Customer Attributes affecting choice of format<br />SEX<br />Occupation<br />Organized <br />-<br />Unorganized Retail<br />Age Group<br />Location<br />Number of Members in Family<br />16<br />
    17. 17. Other factors checked<br />We believe this is a big factor that affects the usage of formats, in urban areas, SEZ’s the out of city crowd is completely unaware of the local market, the local language(Chennai) and the local behavior(general bargaining rates), thus they may choose to shop from Organized Retail coming as a big convenience to them<br />Some Customer would shop some particular items from Organized Retail while some items from unorganized retail thus using both the options<br />17<br />
    18. 18. Which are the possible shops?<br />18<br />
    19. 19. What do you shop, how often and from where?<br />19<br />
    20. 20. What do you shop, how often and from where?<br />Items which are purchased on a daily basis will be preferred on basis of closeness to the store(organized/unorganized)<br />For items which customer prefer to purchase once in a week, have a higher probability in going in for organized retail.<br />What is the frequency of purchase eatable items of customers going to each of the formats as they contribute highest to the sales<br />20<br />
    21. 21. Reasons for preference to each of the formats: May be it’s a Customer perceptions or facts<br />11.) Why do you prefer to go for Organized Retail formats?<br />12.) Why do you prefer to go for Organized Retail formats?<br />21<br />
    22. 22. Comparing Organized/Unorganized Retailing on various attributes that decide the choice of format<br />13.) Kindly rate the below of an organized retail and unorganized retail based upon your preference<br />22<br />
    23. 23. Any other comments from the customer and<br />Comments given by customers bring points which are never covered within the survey and thus bring new ideas<br />Lets us know if customer is dissatisfied with the current state of things<br />23<br />
    24. 24. Organized Retail<br />An Analysis of Consumer Preferences<br />24<br />
    25. 25. A Few Big Players are Dominating the Market<br />25<br />
    26. 26. Types of Purchases Made in Organized Retail<br />M<br />F<br />F<br />M<br />M<br />W<br />M<br />W<br />F<br />D<br />Daily<br />Weekly<br />Fortnightly<br />Monthly of Rarer<br />26<br />
    27. 27. Top 10 Reasons Why Consumers Prefer Organized Retail<br />27<br />
    28. 28. Consumer Rating on Various Criteria<br />28<br />
    29. 29. Customers Want Further Improvement<br />29<br />
    30. 30. To Sum it Up<br />Consumers prefer organized retail outlets for FMCG products that are bought in large quantities and for a larger duration of time. They also perceive it as a “family outing” and are drawn towards it due to its convenience, variety and special offers.<br />30<br />
    31. 31. Unorganized Retail<br />An Analysis of Consumer Preferences<br />31<br />
    32. 32. What Do Consumers Buy from Unorganized Retail<br />W<br />M<br />F<br />M<br />F<br />M<br />M<br />W<br />F<br />D<br />Daily<br />Weekly<br />Fortnightly<br />Monthly of Rarer<br />32<br />
    33. 33. Top 10 Reasons Why Customers Prefer Unorganized Retail<br />33<br />
    34. 34. Consumer Ratings for Various Criteria<br />34<br />
    35. 35. Aspects That Put Consumers off <br />35<br />
    36. 36. In a Nutshell…<br />Consumers prefer unorganized retail outlets for items that have low shelf life and are consumed on a daily basis (such as vegetables). Logistical convenience and a sense of personalization are key drivers for consumers to continue shopping at unorganized retail outlets. <br />36<br />
    37. 37. Comparison <br />37<br />
    38. 38. Organized Vs Unorganized<br />Organized Retail<br />Unorganized Retail<br />38<br />
    39. 39. Organized Vs Unorganized<br />Organized Retail<br />Unorganized Retail<br />39<br />
    40. 40. RECOMMENDATIONS<br />40<br />
    41. 41. Unorganized Retail<br />Needs to be clean and a bit organized<br />Requires Planning <br />Increase the number of brands<br />Staff needs to be trained<br />Good Quality <br />Replenishment of stock <br />Warranty scheme <br />41<br />
    42. 42. Organized Retail<br />Need more Fresh products<br />Home delivery <br />Quality can be improved - freshness<br />Online shopping<br />Require more counters on weekends <br />Tendency to shop for unnecessary thing just because you like the offer. <br />42<br />
    43. 43. LEARNING<br />43<br />
    44. 44. Consumer Behavior<br />Attitude development and change<br />Intention to buy<br />Experiential involvement<br />Emotional response<br />Store choice v/s Brand Choice<br />Information <br />Print Ads<br />Friends<br />44<br />
    45. 45. How does the retail consumer think?<br />45<br />