The document discusses customer preferences for retail attributes. It finds that discounts and price are the most important factors for customers, especially middle-income customers. Location of the retail store also plays a vital role in attracting customers. While a variety of merchandise is important, it is not as highly prioritized as discounts, price, and location. The document used an online survey methodology to understand customer preferences on factors like the store facade, location, price, discounts, product range, and services.

1. Customer Preferences in
Retail Attributes
Let’s Get Started…
Efforts By
G. Gourav Pati
&
Group 3

2. Retail!
• All the business activities relating to selling of goods and
services to the final consumers
• Estimated to be the largest single sector (after agriculture) both
in terms of turnover as well as employment
• The Indian retail sector is highly fragmented with about 15
million retailers
• Since 1990s, big industrial houses like Rahejas, Piramals, Tatas,
etc have started entering the retail industry
• Indian Retail Market is pegged to be at Rs. 1,330,000 crore
Source: Government of India

3. Dimensions of Retail
• Reliability dimension: concerned with the store’s ability to perform the
service accurately and dependably.
• Responsiveness dimension: related with the employees’ willingness to
help customers and provide prompt services.
• Assurance dimension: includes Employees’ knowledge, courtesy and their
ability to inspire trust and confidence.
• Empathy dimension: related with Caring, individualized attention given to
customers or the ease of access, approachability and effort taken to
understand customers’ requirements.
• Tangibles dimension is all about the appearance of the physical facilities
and material relayed at retail outlet.

4. Objective
• Buying Preference
• Buying Pattern
• Brand Affiliation
• Increase in Disposable Income of Middle class

5. What are Store Attributes!?
• Façade
• Location
• Price
• Product line
• Brands
• Lighting
• Shopping experience
• Sale/offers/discounts
• Crowd
• Parking
• Recreational
• Floor planning
• Interior design
• Brand of the store

6. Reserch methodology
• Sampling method – random sampling.
• Location of study –web .
• Data source – secondary.
• Analytical tools – MS EXCEL.
• Reserch methodology –online servey method .
• Analysis technique – quantitative .

7. Questionnaire
Name:
Age:
Gender:
Frequency of store visits a Week:
Importance of the Brand of Store: High Medium Low
How much does the façade influence you: 1-2-3-4-5
How much does the location influence you: 1-2-3-4-5
How much does the price influence you: 1-2-3-4-5
How much does the Discounts influence you: 1-2-3-4-5
Does a long range of product matter: Yes/No
How much does the services influence you: 1-2-3-4-5

8. Location
0
5
10
15
20
25
Ratings 1 Ratings 2 Ratings 3 Ratings 4 Ratings 5
NumberofRespondent
Ratings
CUSTOMER RESPONSE
Customer Response

9. Price
0
5
10
15
20
25
30
35
40
Ratings 1 Ratings 2 Ratings 3 Ratings 4 Ratings 5
NumberofRespondent
Ratings
CUSTOMER RESPONSE
Customer Response

10. Discount
0
5
10
15
20
25
30
Ratings 1 Ratings 2 Ratings 3 Ratings 4 Ratings 5
NumberofRespondent
Ratings
Customer Response
Customer Response

11. Findings
• Discounts and Price are the important factors amongst the
customers. The target customers of are middle class people.
People make their purchase because of low prices and
discounts what they offer.
• The Variety of available Merchandise in the store is of
importance but isn’t given much importance
• Location of the retail plays a vital role in persuading a customer
to visit

12. Get the add-in
Office Mix
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