This is my research presentation of consumer behavior.

1. Buying behavior in grocery items with respect to
traditional retails store, super market and specialty store.
Presented by ;- Divyaksh Vakhariya
Enrollment no. :- 22SOMBA21039
Subject :- Consumer Behaviour
Guided by :- Dr. Kuldeep Jobanputra

2. What is grocery items?
 Grocery items are the everyday things you purchase from a store to meet your basic needs at home, like food,
beverages, cleaning supplies, and personal care products.
 Food: This is all the stuff you eat at home, like fruits, veggies, rice, meat, and snacks.
 Beverages: These are the drinks you have at home, such as water, soda, tea, and even beer or wine.
 Cleaning Supplies: These are things to clean your house, like soap, detergents, and trash bags.
 Personal Care Products: These are items for keeping yourself clean and fresh, like toothpaste, shampoo, and
toilet paper.
 In simple terms, grocery items are everything you need to run your home, from eating and drinking to cleaning
and taking care of yourself.

3. Types of grocery items
 Fresh Produce: Fruits, vegetables, and herbs.
 Dairy Products: Milk, cheese, yogurt, and butter.
 Bakery Items: Bread, pastries, and cakes.
 Grains and Cereals: Rice, pasta, cereal, and flour.
 Frozen Foods: Frozen vegetables, pizza, and ice cream.
 Beverages: Water, juice, soda, and coffee.
 Snacks: Chips, nuts, and crackers.
 Condiments: Ketchup, mayonnaise, and salad dressing.
 Spices and Seasonings: Salt, pepper, and various spices.
 Baking Supplies: Flour, sugar, and baking powder.
 Cleaning Products: Dish soap, laundry detergent, and paper towels.
 Personal Care Items: Shampoo, toothpaste, and soap.

4. Literature Reivew
 Patricia Huddleston (2008) in “Customer satisfaction in food retailing: comparing specialty and
conventional grocery stores”. This paper aims to compare how customers feel about regular grocery
stores versus specialty ones. It looks at things like the products they offer, prices, quality, and service
to figure out which of these factors matter most for customer satisfaction in each type of store.
 Jabir Ali and Sanjeev Kapoor (2010) in “Buying behavior of consumers for food products in an
emerging economy”. This paper is to formulate a marketing strategy for a contemporary food and
grocery market by analyzing and taking into account what consumers prefer to purchase and how they
make choices when shopping for groceries.
 Nevin Sanlier and Suzan Seren Karakus in “Evaluation of food purchasing behavior of
consumers from supermarkets”. Women worry about food safety. We should teach people to eat
healthily and make sure food is safe, especially for those with less money. People's shopping habits
change slowly, but in some cities, it's a social activity. More men are now shopping online. This study
is crucial for making better health guidelines based on people's food choices. Understanding why
people pick certain foods helps create better rules.

5.  Vidha Pradhan in “Study on Impulsive buying behavior among Consumer in supermarket in
Kathmandu Valley”. This research in Kathmandu studied why people make unplanned purchases in
supermarkets. They surveyed 200 shoppers and discovered that most buy personal care and groceries
impulsively, but think before buying electronics and kitchenware. The study showed that product type
and financial independence don't have a big impact, but factors like having cash, mood, ATM
availability, price, store layout, time, promotions, store environment, and friends' influence play a big
role.
 Wahida Shahan Tinne (2011) “Factors affecting impulse buying behavior of consumers at
superstores in Bangladesh.” Impulse buying is when you buy something without planning, often
because you're tempted by new, discounted, or unexpected items. Impulse buyers don't have a particular
item or store in mind when they start shopping. They see something they like while browsing and buy it
without much thought or research. Afterward, they might feel happy or regretful. Many things can make
people buy on impulse, like personal feelings and outside influences.
 Dr. Abhishek Kumar (2020) “Impulse buying and post purchase regret: A study of shopping
behavior for the purchase of grocery product”. This paper wants to study how making quick,
unplanned purchases, such as groceries, can result in regretting those purchases afterward.

6.  Aysen Akyuz (2017) in “Determinant factors influencing impulse buying behavior of Turkish
customers in supermarket”. A study in 2017 examined why Turkish supermarket shoppers make
impulse purchases. They collected 593 surveys in December 2017 and used tests like regression, t-tests,
and ANOVA to see what factors affected impulse buying. They found that things like sales promotions
and using credit cards influenced impulse buying, but a person's income level didn't seem to make a
difference.
 Md Alauddin (2015) in “Perception of consumer impulse buying behavior in the super store: A case
study of some selected super store in Bangladesh”. This study explored why people in Bangladesh are
buying things impulsively in superstores. They surveyed 100 random participants and found that factors
like the store's look, where it's located, convenience, quality, brands, store size, variety, discounts, and
product availability make people buy on impulse. The study also checked how planned and unplanned
shopping, along with similar products, affect impulsive buying. This research helps marketers and
researchers understand consumer impulsiveness better.
 Prokopis K. Theodoridis (2008) in “Store image attributes and customer satisfaction across
different customer profiles within the supermarket sector in Greece”. This research has two main
goals: first, to see how store image affects customer satisfaction in the Greek market, and second, to
check if this relationship stays consistent among different customer groups.

7.  Harry F. Krueckeberg in “Retail food store employee influence on customer shopping behavior”.
The study discovered that customers' choice of where to shop for food isn't greatly affected by how
helpful the employees are, but they do think that having friendly employees improves the overall
shopping experience. Employee friendliness doesn't significantly increase stress; factors like store
location, prices, and the variety of products matter more. To enhance the store, it's recommended to
promote and advertise the service and employees to let customers know.
 Krishna Mohan Sharma (2012) in “The study of changing buying behavior of consumer in
growing economy of india, specific to FMCG segment and its impact on unorganized retailers”.
The study explores why people prefer local Kirana shops or big malls. Researchers visited various stores
and used surveys to understand shoppers' feelings and habits. By analyzing the data using percentages
and tests, they found that factors like economic growth, changing lifestyles, urbanization, more women
in the workforce, and technology have fueled India's retail sector.
 Paromita Goswami and Mridula S. Mishra (2008) in “Would Indian consumers move from kirana
stores to organized retailers when shopping for groceries”. This article aims to find out if Indian
consumers will switch from local corner stores to big supermarkets when buying groceries.

8.  Pet Anthony L. Pascual (2019) in “Understanding consumer buying behaviors towards public
markets and grocery stores in Tacloban city, Philippines”. The Philippines government wants folks
in Tacloban City to purchase local food to support farmers and the environment. A study revealed that
most buy from public supermarkets due to cost, quality, and variety, but some dislike the unclean
surroundings and inconvenience. This study will aid in encouraging more people to shop at local
supermarkets and back local food.
 Dr. N. Rajendhiran in “A study on counsumer buying behavior in organized food and grocery
stores in Salem, Tamilnadu”. India's retail sector is booming thanks to changes in its population, a
stronger economy, and better city living. With younger and wealthier customers, India is now an
attractive market for both local and global retailers. Organized retail improves the shopping experience
by meeting consumer preferences, creating a pleasant shopping environment, and offering a wide
variety of products. Factors like income, education, favorite brands, social status, and the influence of
family and friends all affect how Indians shop. This paper aims to study how consumers behave in
organized food and grocery stores.
 Farida Khan (2015) in “A study of consumer behavior towards grocery retailing in Delhi region of
national capital region of India”. This research paper examines why people in Delhi NCR prefer
organized or unorganized stores. It discovers that factors like product quality, prices, promotions, and
shopping experience matter, while demographics don't have a big impact on their choices.

9.  Neha singh (2021) in “A study on grocery and household items buying behavior in Kolkata”. In
India, people choose stores based on convenience, income, and family size. If you have irregular hours,
you prefer convenience stores. What matters most are store location, cleanliness, and product variety.
Staff friendliness, knowledge, and brand names don't have a big impact. Indians are focusing on health,
hygiene, and a better life. Men and women shop similarly, and ease of reaching the store is more crucial
than transportation. Kirana and convenience stores need to improve to compete with supermarkets.
 M Suresh and P. Balaji in “The consumer behavior towards grocery private label brand”. Retailers
are using a strategy to create their own high-quality store brands to compete with big-name products. A
study in Coimbatore with 120 people found that most of them are happy with these store brand groceries.
People view them as eco-friendly, affordable, and readily available, indicating a positive perception of
these store brands.
 Channin Yoopetch (2018) in “Factors affecting consumer buying behavior and purchasing decision
at healthy grocery stores in Bangkok”. This chapter will explain what influences health-conscious
consumers' buying decisions in Bangkok, mainly looking at their choices in healthy grocery stores and
consumption of health-focused food products.

10.  Shardha Vishwakrma in “Study on grocery shopping behavior of urban consumers of Raipur city”. This
study in Raipur, India, explores how people choose between modern supermarkets and small traditional stores
for groceries. It found that factors like age, income, family size, distance to the store, gender, education,
occupation, lifestyle, and shopping goals play a role in this decision. The research also grouped grocery shoppers
into different categories based on their preferences and behaviors.
 Dr. Hemantkumar P. Bulsara (2016) in “An exploratory study of factors related to consumer behavior
towards purchase of fruits and vegetables from different retail formats”. This study aims to figure out how
people in India and other Asian countries buy fresh produce like fruits and vegetables. We'll examine different
ways of shopping, including foreign investment, to help international retailers succeed in these markets by
finding out what factors affect fruit and vegetable purchases, no matter where or who the buyers are.

11. Objective of this study
 “To understand how different types of stores influence consumer’s buying behavior for grocery
items”.
 “To understand how the consumer experience differs across traditional retail stores, supermarkets
and specialty stores in influencing buying behavior for grocery items”.

12. Research Methodology
Research Questions
1. What is your family type?
2. How many members in your family?
3. How frequently you purchase grocery items?
4. Which type of flour do you consume more?
5. Which type of snacks do you consume more?
6. Which type of household oil do you consume more?
7. From where do you prefer to purchase grocery items?
8. What factors influence you to purchase flour from?
9. What factors influence you to purchase snack from?
10. What factors influence you to purchase household oil from?
11. Give your preference in traditional retail store category.
12. Give your preference in supermarket category.
13. Give your preference in Specialty store.
14. Rate your experience for buying grocery items from.

13. Research Design
 Research Design
A research design is a plan or framework for conducting research. Three types of research design:
1. Exploratory research 2. Descriptive research 3. Casual research design.
In this research I used Descriptive research design.
 Data collection tool
In this research I collected data through Google forms (Questionnaire).
 Data collection method
In this research I used primary and secondary data.

14. Sample Design
 Type of sample
In this research, I used simple random sampling method.
 Sampling Area
In this research, I am taking survey from people of Gujarat.
 Sample Size
In this research I take 100 respondents with the help of google form.

15. Data analysis and interpretation
 Age
 The above chart shows the age of respondents.
 95.2% respondents age is 18 to 27 years.
 2.9% respondents age is 28 to 37 years.
 0.95% respondents age is 38 to 47 years.
 0.95% respondents age is above 48 years.

16.  Gender
 The above chart shows the gender of respondents.
 59.6% respondents are male.
 40.4% respondents are female.

17.  Occupation
 The above chart shows the occupation of respondents.
 75% respondents are students.
 16.3% respondents are the employee.
 4.8% respondents are the entrepreneur.
 3.8% respondents are from the other category.

18.  Monthly income
 The above chart shows the occupation of respondents.
 79.8% respondents monthly income is 0 – 20,000.
 14.4% respondents monthly income is 20,000 to 40,000.
 3.8% respondents monthly income is 40,000 – 60,000.
 1.9% respondents monthly income is above 40,000.

19.  Family type
 The above chart shows that 41.3% respondents are from nuclear family from 100 respondents.
 58.7% respondents are from joint family.

20.  Family members
 The above chart shows that 1.9% respondents have 2 family members from 100 respondents.
 6.7% respondents have 3 family members.
 35.6% respondents have 4 family members.
 55.8% respondents have more than 4 family members.

21.  How frequently you purchase grocery items?
 The above chart shows that 37.5% respondents frequently purchase grocery items from 100 respondents..
 17.3% respondents are purchase grocery items weekly.
 37.5% respondents are purchase grocery items monthly.
 7.7% respondents are purchase grocery items yearly.

22.  Which type of flour do you consume more?
 The above chart shows that 78.8% respondents are use wheat flour from 100 respondents.
 13.5% respondents are use rice flour.
 1% respondents are use corn flour.
 6.7% respondents are use other flour.

23.  Which type of snacks do you consume more?
 The above chart shows that 71.2% respondents consume namkeen from 100 respondents.
 11.5% respondents consume chocolate.
 9.6% respondents consume biscuit.
 7.7% respondents consume other snack.

24.  Which type of household oil do you consume more?
 The above chart shows that 44.2% respondents use peanut oil from 100 respondents.
 21.2% respondents use sunflower oil.
 14.4% respondents use cottonseed oil.
 20.2% respondents use other type of oil.

25.  From where do you prefer to purchase grocery items?
 The above chart shows that highest respondents purchase flour from traditional retails store.
 Most of respondents are purchase Snacks from traditional retails store.
 Also household oil is purchase from traditional retails store.

26.  What factors influence you to purchase flour from?
 The above chart shows that price, quantity, time saving and other factor are influence for purchase flour from
traditional retails store.
 Only quality factor is influence for purchase flour from supermarket.

27.  What factors influence you to purchase snacks from?
 The above chart shows that price, time saving and other factor influence for purchase snacks from traditional retails
store.
 Quality and quantity factor influence for purchase snacks from super market.

28.  What factors influence you to purchase household oil from?
 The above chart shows that price, time saving and other factors influence for purchase household oil from traditional
retails store.
 In super market and specialty store quality and quantity factor are equal influence for purchase household oil.

29.  Give your preference in traditional retail store category
 The above chart shows that 63.5% respondents prefer provision store as a traditional retails store category.
 26.9% respondents prefer weekly markets as a traditional retails store category.
 1.9% respondents prefer hawkers as a traditional retails store category.
 7.7% respondents prefer other category as a traditional retails store.

30.  Give your preference in Super market category
 The above chart shows that 45.2% respondents prefer D mart as a super market category.
 36.5% respondents prefer Reliance smart as a super market category.
 7.7% respondents prefer Big bazar as a super market category.
 10.6% respondents prefer other super market category.

31.  Give your preference in Specialty store
 The above chart shows that respondents prefer ashirvaad flour more.
 In snacks category respondents prefer haldiram namkeen more.
 In household oil category respondents prefer other brand more.

32.  Rate your experience for buying grocery items from
 The above chart shows that most of respondents gave 5 points to traditional retails store for their experience.
 In super market most of respondents gave 4 points for their experience.
 In specialty store most of respondents gave 3 points for their experience.

33. Findings
 Majority of respondents are purchase grocery items from traditional retails store.
 Price, quantity, time saving and other factor are influence for purchase flour from traditional retails
store and only quality factor is influence for purchase flour from supermarket.
 Price, time saving and other factor influence for purchase snacks from traditional retails store and
quality and quantity factor influence for purchase snacks from super market.
 Price, time saving and other factors influence for purchase household oil from traditional retails
store and in super market and specialty store quality and quantity factor are equal influence for
purchase household oil.
 Majority of respondents gave 5 points to traditional retails store for their experience of purchase
grocery.

34. Thank You