Devriti R.L.Rana conducted a study on consumer behavior towards leading organized food and grocery retailers in Noida, India. The study aimed to understand consumer perceptions and how demographics influence shopping decisions. A survey was administered to 300 consumers in Noida who shop at Food Bazaar, Spencer's Retail, Easy Day, and Safal Pure Veg. The findings showed that demographics like gender and age impact shopping preferences. Food Bazaar was the most preferred retailer due to factors like discounts, payment options, and variety. The report provided recommendations for retailers to improve customer satisfaction and loyalty.

1. “A study of Consumer
Behavior Towards
Leading Organized Food
And Grocery Retail In
Noida. “
Faculty Guide: Dr.Nidhi Bhatia
Submitted by: Devriti R.L.Rana
A1802010152
Section D
MBA-IB (2010-12)

2. Why I Chose The Topic…
• There were many reasons that made me choose this topic for research.
Some of the major reasons are –
• I am a student of consumer behaviour and this report will help me get a
deeper insight of the subject.
• Consumer behaviour is a virtual aspect, so it is very difficult to understand
and this report will aim towards making the understanding easy.
• The reason why I chose retail out of all sectors were because its
contribution is remarkable to the national GDP of the country as it
contributes around 14% to the GDP .
• It is the fastest growing sector. Its growth rate recorded at a compound
annual rate of 6.4% since 1998.

3. Contd…
• The organised retail sector in India has changed the entire
traditional retailing system making it more structured and
has been registering growth rates of approximately 40 per
cent over the last three years and it grew to about Rs
35,000 crore in 2005, and close to Rs 70,000 crore in 2010.
• India is rated the fifth most attractive emerging retail
market: a potential goldmine and it was ranked second in a
Global Retail Development Index of 30 developing
countries drawn up by AT Kearney.
• Also Food and apparel retailing are key drivers of growth

4. Contd…
• Retailing is being hailed as the future of Indian industry, spurred by
country’s huge consumer market of $ 300 billion per year by 2010
and it is forecasted that aggregate consumption will grow to rupees
70 trillion by 2025 (McKinsey report, 2007).
• The food and grocery also contributes a whopping rupees 7, 43,900
crores out of the total retail market which is approximately of
rupees 12, 00,000 crores.
• Organized market is the upcoming retail market trend in India
which is showing tremendous growth over the last few years.
• The changing demographic trends that are shifting consumption of
people from unorganized to organized sectors.

5. Objectives of the study
• To study the consumer behaviour towards the leading organised food and
grocery sector in Noida.
• To understand the perception of consumer towards the organised food
and grocery retails in Noida.
• To analyse and study how the demographics can influence the perception
of the consumers towards decision making of consumption.
• To study the instant growth of the organised sector of food and grocery
retailing in Noida and India as a whole.
• To measure the significance of demographic variables on shopping
behaviour dimensions.
• To provide recommendations accordingly.

6. Scope of the study
• The aim of this research paper is to study the Indian consumer
behaviour & their choice and preference towards the Organized
Food & Grocery retail in Noida.
• It is to assess the impact of demographics on consumer buying
preferences of the products offered by the leading organised food
and grocery retail’s in Noida (India).
• In this study four different leading organized Food & Grocery
Retailers viz. Food Bazaar, Spencer’s Retail, Easy day and Safal Pure
Veg have been taken to examine the consumer’s perception for
these retailers .
• Respondents were selected by using the simple random sampling
method and participation being voluntary. Around 300 respondents
from Noida are interviewed using a structured questionnaire.

7. LIMITATIONS…
• The time given (3 months) was too less for the completion of
the research.
• It was difficult to collect data as the retail outlets were not
too open to allow retrieving their intrinsic information.
• The customers (few of them) were not very cooperative at
the time of data collection.
• The research is limited to just the leading 4 outlets and
300 customers of these 4 retail outlets within Noida.
• Therefore the data is not very accurate because it is collected
from only few people.

8. Contd…..
• Organized F&G retail is a vast explanation therefore it is
difficult to collect the accurate data, which is related to my
topics.
• The responses given by respondents were not always
accurate because the respondents gave the response
according to their understanding.
• Survey is a time consuming process but the time to collect the
data for research was very less.

9. Research Methodology
Description Type
1. Objective Study the consumer behaviour towards
the leading organised food and grocery
sector in Noida.
2. Research Design Exploratory and Descriptive.
3. Population 9 leading F&G stores in India.
4. Sampling Frame 4 food and grocery retail outlets in Noida.
5. Sampling Technique Excel sheet to define each question
through a graph or a pie-chart and SPSS
for hypothesis testing(chi square test).
6. Sample Area Spencer’s Retail, Food Bazaar, Safal Pure
Veg and Easy Day.
7. Sample size 300 respondents of Noida

10. Description Type
Primary Data Collected through a structured
questionnaire.
Secondary Data Government studies, Internet, Newspaper
articles and Online journals.
Hypothesis 1. Hypothesis states that Demographics
and Consumer Behaviour are inter-
related.
2. This hypothesis tests if Food Bazaar is
Consumer’s favourite choice amongst all
its competitors being studied.

11. Findings
• Both our hypothesis prove to be correct. Firstly, that Demographics and Consumer Behaviour are inter-
related and that Food Bazaar is the most preferred F&G retail outlet amongst all other outlets that
were analysed in Noida.
• Out of 300 respondents surveyed in Noida, 127 were Male and 173 were Females. So the ratio of
Females Food & Grocery shoppers is more than male in Noida.
• 74% of the Female respondents looked for Reasonable price and Variety while shopping, whereas 87%
of men looked for spacious outlet, brand name and easy store direction.
• It was analysed that the consumption pattern and behaviour of each gender was similar within its
gender type.
• Under the age factor, maximum shoppers for the F&G were between the 20-29 age groups that
comprise of 129 respondents out of 300 respondents and the least accounting to 20 respondents
belonging to the age group of > 40. The second highest accounting to 98 respondents fell between the
age of 30-39 and the remaining 43 were less than the age of 20.
• Consumption behaviour of 20-29 and < 20 categorised individuals were similar as they gave brand a lot
of weightage while purchasing products.
• Whereas the respondents between the age group of 30-39 looked for reasonable price and variety of
products. While making consumption and the respondents falling under the category of > 40 age group
wanted good customer service that influenced their consumption behaviour towards the retail outlet.

12. •Whereas the respondents between the age group of 30-39 looked for reasonable price and variety of
products. While making consumption and the respondents falling under the category of > 40 age
group wanted good customer service that influenced their consumption behaviour towards the retail
outlet.
•20-29 and < 20 age group gave Brand name high preference whereas > 40 age group did not really care
about brand. Their preference being 0% towards it.
•Out of 300 respondents, 170 respondents chose Food Bazaar, 50 chose Easy day , 45 chose Spencer’s Retail
and only 35 opted for Safal Pure Veg .
•Food Bazaar was preferred for following reasons –
1. Wednesday bazaar
2. Outlet first, brand second
3. Its effective mode of payment options.
4. Variety of goods
5. Heavy discounts, sales and schemes
6. Easy store direction, good shelf display and very interactive salesmen and spacious retail outlets.
•Consumer behaviour for consumption of F&G items by Noida civilians is generally done between 1-3
months duration.
•Food bazaar caters to all aspects such as Variety, Serviceability, Discounts and Mode of Payment and 100
respondents out of 170, who chose food bazaar over its competitors, supported this statement.
Respondents believe Spencer’s Retail, Easy day and Safal Pure Veg provide good service that increases their
frequency of visit to these stores.

13. Recommendations
•Service not only refers to the in- house services like exchange of products, assisting
customers and so on. It also refers to easy accessibility to the store, proximity of store to
the residence, credit facility by the store, less traffic in the approach road, free home
delivery at the earliest, reducing the lengthy queues at the ticket counter, effective
complaint handling system and error free billing.
•Each and every activity of the Foodworld should lead to satisfaction of the customer or
even to a higher degree called customer delight. There are factors that define satisfaction
like low level prices, high quality, high ethical standards and environmentally friendly
products, prompt complaint handling, skilful and professional salesmen, safe mode of
payment, better layout of the store, honest dealings by the store, prompt service, early
opening of the store and least billing errors. Retailers should consider all these factors to
increase the level of satisfaction among the customers.
•Good ambience can be given through air conditioning of the store, free parking, proper
lighting, good security, neat and clean wash rooms, elevators, cleanliness and proper
ventilation or even having play area for children.

14. • Major promotional tools used by the stores are discounts and coupons, exchange
offers, low priced products and other attractive schemes, that help them in
customer retention.
• Promotional factors do play a major role deciding and choosing a store.
• Good variety in retail stores acts as a major motivator for customers to visit a store
again and again. For majority of customers variety came in the form of having a
bakery within the store, food section, more private labels and national brands and
finally a lot of fresh fruits and vegetables.
• A loyal customer reduces the cost of retailer. Therefore the retailer should leave
no stone unturned to maintain and increase the loyalty of customers. For the
same, loyalty programs needs to be introduced like bonus points, free insurance,
preferred customer status, cash back schemes and other special offers which
satisfy the customer.
• Retailers should help customers to explore the store. For this shopping should be
made more adventurous by continuously upgrading the product portfolio, by
changing the layout and by providing the touch and feel experience.

15. Conclusion
Under progress…….