Impact of store location on consumer Behaviour

1. “IMPACT OF STORE LOCATION ON CONSUMER
BEHAVIOUR WITH RESPECT TO VISHAL MEGA MART”
A SUMMER INTERNSHIP REPORT (SIP)
Under the guidance of
External Guide
Name- Mr. Ranjit Mohapatra
Designation- Store Manager
Name of Company- Vishal Mega Mart
Address- Nayapalli, Bhubaneswar
Internal Guide
Name- Dr. Biswojit Swain
Designation- Professor
Innovation-The Business School
Khordha, Odisha
Submitted by
Bibhudutta Tripathy
IBS22PGDM008
In partial fulfillment of the requirement for the award of the degree of
PGDM
at
Innovation-The Business School
Mouza Tarakai, Muktapur, Khordha – 752055
June -July & 2023

2. ACKNOWLEDGEMENT
I feel it great pleasure to work under the guidance of Mr. Ranjit Mohapatra,
Store Manager of Vishal Mega Mart, Bhubaneswar for his whole-hearted and
invaluable guidance throughout my project. Without his sustained and sincere
effort, this project would not have taken this shape. He encouraged and helped
me to overcome various difficulties that I faced at various stages of the project.
I would like to sincerely thank Dr. Biswojit Swain, Faculty of Marketing at
Innovation - The Business School, Khordha, Odisha for providing all
necessary facilities that led to the successful completion of my project report.
I would like to heartly thank Ms. Dipti Tripathy, Chairperson, IBS for their
direct or indirect support for helping me this work.
I must acknowledge the academic resources that I have got from various sources.
Finally, I am forever indebted to my friends and colleagues for their support as
well as understanding and encouragement when it was most required.
(Bibhudutta Tripathy)
IBS22PGDM008

3. DECLARATION
I hereby declare that the subject matter of this project work entitled “Impact of
Store Location on Consumer Behaviour with respect to Vishal Mega Mart,
(In Bhubaneswar City of Odisha)” is the record of work done by me that the
content of this project has not been submitted in any institution for award of any
previous higher degree to the best of my knowledge. Where other sources of
information have been used, they have been acknowledged. This is being
submitted to Innovation-The Business School, Odisha for the degree of Post
Graduate Diploma in Management (PGDM).
Bibhudutta Tripathy

4. Innovation-The Business School
Muktapur, Khordha - 752055
BONAFIDE CERTIFICATE
This is to certify that the Project Report titled “Impact of Store Location on
Consumer Behaviour with respect to Vishal Mega Mart” is a bonafide work
carried out by Mr. Bibhudutta Tripathy of PGDM of Innovation-The Business
School, Khordha, Odisha as a fulfillment of the requirement for the award of the
PGDM degree.
He has worked under my guidance and satisfactorily completed his project work.
(Signature of the Internal Guide)

5. TABLE OF CONTENTS
Sl. No. Contents Page Number
1 Introduction 1-6
2 Industry / Company Overview 7-14
3 Objectives 14
4 Research Methodology 14-19
5 Literature Review 20-23
6 Data Analysis, Results, and Interpretation 24-38
7 Recommendations 39-41
8 Limitations of the Project 41
9 Conclusions 42-43
10 Bibliography 44-45
11 Annexure 46-48

6. LIST OF FIGURES & GRAPHS
Sl.
No.
Figure
Number
Figure Name
Page
Number
1 Chart 1 Showing Customer Visit 25
2 Chart 2 Showing how important is the Store Location 26
3 Chart 3
Showing the Proximity to your home factor
influence individual decision
27
4 Chart 4
Showing the Proximity to your workplace factor
influence individual decision
28
5 Chart 5
Showing the Easy Accessibility factor influence
individual decision
28
6 Chart 6
Showing the Parking Availability factor
influence individual decision
29
7 Chart 7
Showing the Surrounding Amenities factor
influence individual decision
29
8 Chart 8
Showing the Store Reputation or Brand Image
factor influence individual decision
30
9 Chart 9
Showing the Other factor influence individual
decision
30
10 Chart 10
Showing how far a individual travel to visit
Vishal Mega mart
31
11 Chart 11
Showing different age group visiting Vishal
Mega Mart
32
12 Chart 12
Showing gender group visiting Vishal Mega
Mart
33
13 Chart 13 Showing educational background of customer 34
14 Chart 14 Showing different income group of Customer 35

7. LIST OF TABLES
Sl.
No.
Table
Number
Table Name
Page
Number
1 Table 1 Customer Visit 25
2 Table 2 Showing how important is the Store Location 26
3 Table 3
Showing the main factor influence individual
decision
27
4 Table 4
Showing how far a individual travel to visit
Vishal Mega mart
31
5 Table 5
Showing different age group visiting Vishal
Mega Mart
32
6 Table 6
Showing gender group visiting Vishal Mega
Mart
33
7 Table 7 Showing educational background of customer 34
8 Table 8 Showing different income group of Customer 35

8. 1
CHAPTER-1
INTRODUCTION

9. 2
In the background of high consumerism and income of the urban consumers,
in recent year there are a number of companies have expressed their interest
towards retail sector outlets. As a result numbers of shopping malls have started
their operations in metro and urban areas. Pantaloon, big bazaar, Vishal Mega
Mart, Reliance Fresh are the best known examples of retail sector outlets in India.
Retailing is the interface between the producer and the individual consumer
buying for personal consumption. This excludes direct interface between the
manufacturer and institutional buyers such as the government and other bulk
customers. A retailer is one who stocks the producer’s goods and is involved in
the act of selling it to the individual consumer, at a margin of profit. As such,
retailing is the last link that connects the individual consumer with the
manufacturing and distribution chain. Some of the key features of retailing
include:
• Selling directly to customers without having any intermediaries
• Selling in smaller units / quantities, breaking the bulk
• Present in neighbourhood or in the location which is quite convenient to
the customers.
• Very high in numbers
• Recognized by their service levels
• Fitting any size and or location
It is assumed that due to the entry of a number of retail outlets in the urban and
semi urban areas, the mindset of the existing customers has undergone drastic
changes. Besides it is also reported that the traditional retailing such an age old
Grocery shops have directly faced competition with the organized retailing sector.
In some parts of the country, it is reported that the traditional retails are resisting
the entry of organized shopping malls. For instance, the traditional retails of
Bhubaneswar with the active support of the consumers at large didn’t allow
reliance Fresh to start outlet initially.

10. 3
RECENT TRENDS: -
• Retailing in India is witnessing a huge revamping exercise as can be seen
in the graph
• India is rated the fifth most attractive emerging retail market: a potential
goldmine.
• Estimated to be US$ 200 billion, of which organized retailing (i.e. modern
trade) makes up 3 percent or US$ 6.4 billion
• As per a report by KPMG the annual growth of department stores is
estimated at 24%
• Ranked second in a Global Retail Development Index of 30 developing
countries drawn up by AT Kearney.
Retailing in India: the present scenario: -
The present value of the Indian retail market is estimated by the India Retail
Report to be around Rs. 12,00,000 crore ($270 billion) and the annual growth rate
is 5.7 percent. Retail market for food and grocery with a worth of Rs. 7, 43,900
crore is the largest of the different types of retail industries present in India.
Furthermore around 15 million retail outlets help India win the crown of having
the highest retail outlet density in the world. The contribution of retail sector to
GDP has been manifested below:
Country Retail Sector's share
in GDP (in %)
India 10, USA 10, China 8, Brazil 6
As can be clearly seen, retailing in India is superior to those of its contenders.
Retail sector isa sunrise industry in India and the prospect for growth is simply
huge. There are many factors that have stimulated the rise of the shopping centers
and multiplex-malls in a jiffy. Some of them can be listed as follows:

11. 4
Rise in the purchasing power of Indians: -
The rise in the per capita income in the last few years has been magnificent. This
has led to the generation of insatiable wants of the upper and middle class. The
demand of new as well as second hand durables has risen throughout the country
thus providing the incentive for taking up retailing.
Favorable to farmers: -
retailing has helped in removing the middlemen and has thus enhanced the
remuneration to farmers. This is a new revolution in the agricultural sector in
India and will go a long way in amending the condition of agriculture, a major
concern among policy makers.
Use of credit: -
a typical Indian is most conversant with using credit cards than carrying money.
These have led to a shift of the consumer base towards supermarkets and make
the payments in the form of credit.

12. 5
Comfortable Atmosphere: -
a visit to a retail store appears to be more soothing for the generation-Y. People
and kids prefer to shop in an air conditioned a tech savvy manner. The retail
industry is the second largest employer in India. It currently employs about7
percent of the total labor force in India. Finance Minister P. Chidambaram's
recent statement “salaries ought not to be legislated” is a welcome move as most
of the organized retail is in private hands. However only about 4.6% of the total
retail trade is in organized sector. It generates about Rs.55, 000 crore ($12.4
billion). The major and minor players desperately need to work hard in this
direction so that next time the figures look more decent. The government must
also make an attempt to ameliorate the situation as political instability and
infrastructure namely power and roads are the major roadblocks in the path of
smooth functioning of the market.
Components of Retail Sector: -
The major components of the retail sector are: -
Food and Grocery, Fast Moving Consumer Goods (FMCGs), Consumer
Durables, Apparel, Footwear and leather, Watches, Jewelry, and Health and
Beauty
The anatomy of the retail market has shown that the clothing and textiles
constitutes 39 percent of the organized retail pie, followed by food and grocery,
which accounts for 11 percent of the total retail market.

13. 6
However, according to the survey conducted by KPMG for Federation of Indian
Chamber of Commerce and Industry (FICCI), among these, the food and grocery
is expected to witness the fastest growth followed by clothing as the second-
fastest growing segment.

14. 7
COMPANY OVERVIEW
Vishal Mega Mart, one of the pioneers of retailing in India, is represented through
its 322 brick and mortar stores across the length and breadth of the country. We
strive to make the aspirations of our customers affordable. Having said that we
do everything that can take us nearer to our goal. Our proposition -best price, best
assortment and best quality makes us unique among the millions of our customers
who give us a chance to service them daily. While our stores house groceries,
FMCG, fashion, household, electronics among other categories, we are currently
online with fashion apparel only catering to men, women & kids Fashion. Our
assortments online include Jeans, t-shirts, tops, casual shirts, formal shirts,
trousers, ethnic wear, active wear and many more. At myvishal.com, we
encourage you to indulge yourself more on online shopping with your choices of
fashion assortment for all ages. What set us apart and unique is the right pricing
with no compromise in quality in its products and services. With the friendliest
return policy, you can visit any of our stores across India and return your order if
you are not satisfied with them. Vishal is sharply focused at the needs of
consumers in Apparel, General Merchandise, Grocery and Personal Care in Tier-
1, Tier-2 and Tier-3 cities and towns and is dedicated to offer the best value and
choice to its millions of customers.
About VMM: - Hypermarket, Chain of Departmental Stores in India
Founder: - Mr. Ramchandra Agarwal, CMD of VMM
Founded: - 2001

15. 8
Outlets: - 172 Outlet, Located in 129 cities
Products: - Departmental Store, Grocery Store
Parent Group: - Vishal Retail Ltd
Headquarter: - New Delhi- 110037
Website: - www.vishalmegamart.net

16. 9
History:-
The Founder of Vishal Mega Mart and V2 retail Ltd Ram Chandra Agarwal is
born in a poor family & he was affected by Polio at a young age but it did not
stop him from achieving his dreams.
Though he had these constraints he completed his graduation in 1986 with his
family’s support & he started photography shop but he didn't stop. While running
his shop, he did market research and decided to start a retail clothing outlet. He
first set up a small 100 sq. ft garment shop in the Lal Bazaar area of Kolkata and
managed it for 15 whole years to gain experience. It was a struggle but he slowly
learned the various tricks of selling in a retail set up.
He got his inspiration from big retail stores like “Walmart” or “Sears” & was the
first to launch “Hypermarkets” in India 2002 Vishal Mega Mart founded.
However, his initiative suffered a major loss and he had to sell his business. It
was a slump sale by founder Ram Chandra Agarwal. Debt-ridden Vishal Retail
was sold for a paltry ₹70 crore to TPG and a Shriram Group firm in 2010. Eight
years down the line, the company changed hands again. This time, it was bought
by another private equity consortium—Partners Group and Kedaara Capital—for
reportedly more than ₹5,000 crore. That’s the stunning turnaround story of Vishal
Mega Mart, one of the earliest fashion-led hypermarket chains in India, founded
in 2001.
For Puneet Bhatia, buying Vishal was a great investment. “It had a strong value
proposition,” recalls Bhatia, co-managing partner and country head (India) for
TPG Capital Asia.
At a time when organized retail was in its infancy in India, Bhatia spotted a gem.
Firstly, the brand was not built on high streets: Its 200 stores were dotted across
small towns. Secondly, the consumption story of the Indian middle-class had just
started to take off, and the combination of rising aspirations and purchasing power
was a right fit for any retailer.

17. 10
Thirdly, the product mix of the stores was interesting: While 50 percent consisted
of apparel, the other half was merchandise and FMCG products. “It was a big
opportunity for us,” he recounts.
With opportunity, though, come challenges. And in the case of
Vishal Mega Mart, the odds were heavily stacked against the new owners in 2010.
“It was on the verge of collapse,” says Bhatia. The biggest problem was the deep
financial mess the company was in, thanks to aggressive expansion on the back
of short-term debt. Poor execution and under-performance made matters worse.
“We had to rebuild, reimagine, reorganize every aspect of the business,” Bhatia
says.
The first major step in turning around the company was
rationalizing store count. A combination of poor location, bad economics and
underutilization of resources had made most of the stores almost redundant.
“From 200 stores, the number was shrunk to 100,” Bhatia says. The new owners
had to get rid of the legacy business and its issues.
A new management team, led by Gunender Kapur, a former
Unilever honcho, was put in place; compliance issues were fixed; the entire
apparel strategy was streamlined; product sourcing, assortment and display were
optimized; and distribution centers were made more efficient. “It was
challenging, but we succeeded,” adds Bhatia.
In the next few years, Vishal was back on its feet. Revenue
grew at a healthy compound annual growth rate (CAGR) of 24 percent during the
three years through FY18, according to a report by Crisil, which adds that cash
accrual has increased steadily over the years. For FY17, the company had posted
revenues of ₹1,341 crore, with estimated profits of more than ₹150 crore for FY18
against ₹33 crore in FY16. “Vishal operates in the value retail segment and is best
positioned to benefit from the healthy business prospects of the organized retail
segment,” says the report, released in August 2018.

18. 11
The ratings agency is bullish on Vishal Mega Mart’s future as well. India’s
growing middle-class with increasing disposable income and a burgeoning young
population with increased brand consciousness are expected to help the organized
retail industry, particularly the value retail format, register a healthy CAGR over
the medium-term, Crisil says.
In aother ratings release this February, Crisil put the
provisional revenue of Vishal for 2018 at ₹2,252 crore. Adjusted profit after tax
stood at ₹100 crore as against a loss of ₹44 crore for 2017.
In 2018, when Partners Group and Kedaara Capital bought the company, the
turnaround stumped many, although the new owners were not surprised.
“Led by a strong execution-focused team and supported by
secular macro drivers, Vishal Mega Mart has developed a highly replicable and
scalable model offering consumers an aspirational assortment at compelling value
through its franchisee network,” said Nishant Sharma, co-founder and partner at
Kedaara Capital, in a media statement last year.
Though the brand has had a dream run over the last eight years, the
going ahead might be tough. The biggest challenge is Vishal’s exposure to risks
related to a price-sensitive customer segment and intense competition. Although
organized retail penetration was moderate at 7.8 percent in FY18—a major
proportion of which took place in tier-1 cities—Vishal derives a substantial
portion of its revenue from the lower middle-class segment, including through
stores in tier-II cities. “Hence, the company primarily competes with retailers in
the unorganized segment,” says Crisil.
Online retail, says analysts, is also going to pose a stiff challenge. Aggressive
expansion and the penetration of Flipkart and Amazon in smaller towns and cities
threatens to play spoilsport, says Saurabh Jindal, analyst at Bonanza Portfolio.
Consumers in such places have become aspirational, and they uptrade.

19. 12
Huge discounts by online players have made a plethora of brands affordable.
“Selling the story of being a value brand under such circumstances is a very tough
task,” says Jindal, adding that offline expansion could also take a toll.
But the story of Vishal’s turnaround is one of meeting challenges head on. And
it seems well-placed to do that.
VISHAL MEGA MART, NAYAPALI, BHUBANESWAR(ODISHA): -
Vishal Mega Mart in Nayapalli, Bhubaneshwar is not just a one-stop destination
for all grocery needs but it is also a hub where customers can purchase clothing,
households, home furnishings, electronics items etc. Around 50 staffs work in
this store.

20. 13
Types of floors: -
There are four floors available in Vishal Mega Mart
1. Ground Floor
2. First Floor
3. Second Floor
4. Third Floor
Functions Of Floor: -
a) Ground floor dealings with Ladies’ Life Styles and Fashions.
b) First floor deals with the Kids’ Section, Home Furnishing, Toys &
Stationery and Household.
c) Second floor deals with Men’s section, CDIT (Consumer Durable
Information Technology), Lifestyles, Footwear.
d) Third floor deals with the FMCG (First Moving Consumer Goods)
& House Holds.
Exchange Policy Of Vishal Mega Mart: -
➢ Return/Exchange within fifteen days with original invoice, original
packing and accessories, if any.
➢ Return/Exchange will be accepted at any store across India between
10am to 10pm.
➢ Return/Exchange will not be allowed on Undergarments and personal
care products for the reason of health and hygiene.
➢ Loose staples and other food items with the exception of quality issues.
➢ Altered damage and used products.
➢ Complete replacement is offered on Tandem Brand of products on
quality issues. For all other appliances , policies of respective company
would apply.
➢ Cash refund will be done for all payments made by cash or debit card.

21. 14
➢ Credit notes will be issued for all payments made by credit cards, gifts
voucher or mobile wallets , Credit notes can be redeemed within 30days
from the date of issues only at the issuing stores.
Objective of the Study:-
➢ To find if there is any relationship between male and female with respect
to store location, when deciding to visit Vishal Mega Mart.
➢ To find if there is any influence of age of customers and satisfaction of the
convenience of the current store location.
ResearchMethodology:-
DefinitionofResearch:-
The word research his derived from the Latin word meaning to know.
It is a systematic and a replicable process, which identifies and defines
problems, within specified boundaries. It employs well-designed method to
collect the data and analyses the results. It disseminates the findings to contribute
to generalize able knowledge. The characteristics of research presented below
will be examined in greater details later are:
➢ Systematic problem solving which identifies variables and tests
relationships between them,
➢ Collecting, organizing, and evaluating data
➢ Logical, so procedures can be duplicated or understood by others
➢ Empirical, so decisions are based on data collected
➢ Reductive, so it investigates a small sample which can be
generalized to a larger population
➢ Replicable, so others may test the findings by repeating it.
➢ Discovering new facts or verify and test old facts.
➢ Developing new scientific tools, concepts, and theories, this
would facilitate to take decision.

22. 15
For the proper analysis of data simple statistical techniques such as percentage
were use. It helps in making more generalization from the data available.
The data which was collected from a sample of population was assumed
to be representing entire population was interest. Demographic factors
like age, income and educational background were used for the
classification purpose.
Research Design:
It was important to collect detailed information on various aspects
foreffective analysis.
Research design can be of three forms:
• Descriptive Research: It is conducted to ascertain certain
magnitudes and to provide an accurate snapshot of some aspect of the
market environment. For example: Determining the size of the
market, market share, availability of distributors, sales analysis,
studies of consumerattitude etc.
• Exploratory Research: This is used when one is seeking insight into
the general nature of a problem, the possible decision alternatives, and
relevant variables that need to be considered. Little prior knowledge
is required. Research methods are highly flexible, unstructured and
qualitative. For example: What new product should be developed,
what should be the positioning of our product, etc.
• Causal Research: Causal studies are designed to determine whether
one or more variables cause or determine the value of other variables.
It is an evidence of relationships of variables. For example: Whether
decrease in price will lead to an increase in the sales of a product, or
whether the presence of a sales person will help in increasing the sales
in a retail outlet, etc.

23. 16
• These three types can be viewed as cumulative. The research design
adopted for project research is Causal Research.
• Once the researcher has decided the ‘Research Design’, the next job
is of data collection. For data to be useful, our observation needs to be
organized so that we can get some patterns and come to logical
conclusions.
Depending upon the sources utilized, whether the data has come from
actual observations or from records that are kept for normal purposes,
statistical data can be classified into two categories:
➢ Primary Data
➢ Secondary Data
Primary data:
It is one, which is collected by the investigator himself for the purpose
of specific inquiry or study. Such data is original in character and is
generated by surveys conducted by individuals or research institutions.
It can be obtained by:
➢ Communication
➢ Observation
➢ Questionnaire
Secondary Data:
When an investigator uses the data, which has already been collected
by others such data is called secondary data. This data is primary for the
agencythat collects it and becomes secondary data for someone else who
uses this data for his own purpose.

24. 17
It can be obtained by:
 Company’s web
 Journals
 Reports
 Newspapers
 Government publications
 Publication of professional and research organization.
The research methodology involves the following major steps namely-
❖ Defining Data Source
❖ Research Approach
Defining Data Source:
In the project, both primary and secondary data were used for the research
process. Secondary data are data that were collected for another purpose and
already exist somewhere. In this project the secondary data are collected
from internet, newspapers and text materials. This constitutes the chief
material on the basis of which research work is carried out.
Primary data are data freshly gathered for specific purpose or specific project
purpose. It is obtained by study specifically designed to fulfill the data of the
problem in hand. Primary data are original in character. Primary data was
collected in two ways: - Observation research and surveys.
Research Approach:
In the project primary data was collected through observation
research, surveys and secondary data from internet, books and text materials.
In observation research, fresh data was collected by observing the relevant

25. 18
parameter of research. Basically secondary data was used for evaluating the
performance of stock market.
Sample Design:
For carrying out any research or study on any subject it is very difficult
tocover even 20% of the total population. Therefore the sample size has to
be decided for a meaningful conclusion. For designing the sample size, it
was thought proper to cover a very small percentage of population in various
age groups.
The method used for sample technique was non probability convenience
sampling method. This method is used because it is known previously as to
whether a particular person will be asked to fill the questionnaire.
Convenient sampling is used because only those people will be asked to fill
the questionnaires that were easily accessible and available to the researcher.
Considering the constraints, it was decided to conduct the study based on
sample size of 200 people in specific age groups. Scientific method is not
adopted in this study because of financial constraints and also because of
lack oftime; also the basic aim of doing the research is academic, hence most
convenient way is selected
Sample Size:
I conducted approximately 71 samples during my research.
Sampling Method:
I used random sampling method for my research. Where, I have selected the
persons randomly for research work.
Method of data collection:
The next step is together the requisite data. There are two types of data
collection method – primary data and secondary data

26. 19
I
Instrument For Data Collection:
have used the questionnaire method in sample survey. If one wishes to
find what people think or know, the logical procedure is to ask them. This
has lead marketing researchers to use the questionnaire technique for
collecting data more than any other method.
In this method questionnaire were distributed to the respondents and they
were asked to answer the questions in the questionnaire. The questionnaires
were structured non-disguised questionnaire because the questions, which
the questionnaire contained, were arranged in a specific order besides
every question asked was logical for the study; no question can be termed
as irrelevant.
The questionnaire, were non-disguised because the questionnaire were
constructed so that the objective is clear to the respondent. The respondents were
aware of the objective. They knew why they asked to fill the questionnaire.

27. 20
CHAPTER-2
LITERATURE REVIEW

28. 21
➢ Baker et al., (2002): - This activity will improve store performance,
influence consumer impressions of service providers, and assist customers
in categorizing service businesses.
➢ Estelami and Bergstein (2006): - contribute to generate consumer
expectations, which can then impact a consumer’s opinion of the
retailer’s behavior and actions in future transactions. As a result, the
appearance associated with the business may influence consumer
assessments of essential retailer attributes such as value perceptions,
evaluations of employee behavior, and satisfaction judgments. The
appearance of a store gives a set of criteria by which a customer might
evaluatea business.
➢ Levy and Weitz, (2007): - Retailers should strive to design store layouts
that entice customers to move throughout the store and buy more than they
expected.
➢ Niazi et al., (2012): - The goal of consumer buying behavior is to identify
the factors that encourage consumers to act in a certain way in different
situations.
➢ Levy and Weitz, (2012): - Store layout serves as the foundation for retail
operations. Retailers utilize store layout to guide customers through the
storeand improve sales.
➢ Sata, (2013): - Two primary elements affect consumer purchasing
behavior. These factors are individual and environmental. Individual
elements influencing consumer behavior include demographics,consumer
knowledge, perception, learning, motivation, personality, beliefs,
attitudes, and lifestyles. The second type of factor is environmental factors.
Environmental influences are objects outside of the individual that
influences the decision- making process of the individual consumer. These
factors includeculture, socioeconomic status, reference group, family, and

29. 22
home. The aforementioned reasons are the primary motivators for
consumers to choose a certain commodity or service.
➢ Singh et al., (2014): - Retail store layout designing is a difficult task. The
overarching goal is to maximize sales while maintaining customer
satisfaction and minimizing overall costs. Many elements influence store
layout planning, including customer arrival patterns, building design,
desired service level, merchandise mix, adjacency requirements, and many
more.
➢ Durmaz, (2014): - Consumer purchasing behavior considers the influence
of groups such as family, friends, reference groups, and society in general.
Cultural influences, social factors, personal factors, and psychological
factors are also elements that influence consumerpurchasing behavior.
➢ Ramya and Ali, (2016): - The purchasing patterns of the ultimate
consumer are referred to as consumer buying behavior. It refers to the
process of choosing, purchasing, and consuming products and services to
fulfill one’s desires. Many factors and characteristics influence a
consumer’s decision-making process, including buying habits, purchasing
behavior, and brand preferences.
➢ Hwangbo et al., (2017): - It has the ability to enhance shopper traffic,
average transaction values, profitability, and optimize consumers’
shopping experiences to boost revenue and profitability.
➢ Alić et al., (2017): - Describe store image and appearance as the way the
store is defined in the shopper’s mind, partially by its practical qualities
and partly by an atmosphere of psychologicaltraits.
➢ Alamsyah et al., (2017): - Further allude that store imageand appearance
are the totality of a consumer’s information and emotional response to a
store’s attributes, as well as other long- term impressions.

30. 23
➢ Krasonikolakis et al., (2018): - The layout of a store has been found to
have a major impacton consumer behavior in both traditional and online
settings.
➢ Burlison and Oe, (2018): - A firm can build a growing and loyal customer
base by focusing onits store image and appearance.
➢ Ho et al., (2021): - This can be done by classifying Store image and
appearance into two maincategories namely functional characteristics and
psychological characteristics. The functional aspect refers to the store’s
objective functions such as merchandise classification and retail layout.
The psychological aspect refers to the intangible sentimentsthat a business
gives consumers, such as familiarity, excitement, warmth, and friendliness
when they come into contact with that store.

31. 24
CHAPTER-3
DATA ANALYSIS AND
INTERPRETATION

32. 25
1
Customer Visit
0% 1%
38%
30%
21%
Daily
Weekly
Monthly
Occasionally
Rarely
1.How often do you visit the Vishal Mega Mart store in Bhubaneswar?
Respondents Frequency Percentage (%)
Daily 8 11
Weekly 21 29
Monthly 15 21
Occasionally 27 39
Rarely 0 0
Total 71 100
Table 1:- Customer Visit
Chart 1:- Showing Customer Visit
Interpretation: -
Through the analysis of this question, we can easily know that 11% customer visit
Daily, 29% Weekly, 21% Monthly, 39% Occasionally, 0% Rarely to visit the
Vishal Mega Mart store in Bhubaneswar.

33. 26
Store Location
9%
10%
38%
18%
25%
Extremely Important
Very Important
Moderately Important
Slightly Important
Not Important at all
2.How important is the store location when deciding to visit Vishal Mega
Mart?
Respondents Frequency Percentage (%)
Extremely Important 27 38
Very Important 18 25
Moderately Important 13 18
Slightly Important 7 10
Not Important at all 6 9
Total 71 100
Table 2:- Showing how important is the Store Location
Chart 2:- Showing how important is the Store Location
Interpretation: -
From the above data we seen that 38% Extremely Important, 25% Very
Important, 18% Moderately Important, 10% Slightly Important, 9% Not
Important at all, store location when customer deciding to visit Vishal Mega
Mart.

34. 27
Proximity to your home
Proximity to your
home
25%
3.What are the main factors that influence your decision to visit Vishal Mega Mart?
Respondents Frequency Percentage (%)
Proximity to your home 18 25
Proximity to your workplace 14 20
Easy accessibility 8 12
Parking availability 6 8
Surrounding amenities 6 8
Store reputation or brand image 11 15
Other 8 12
Total 71 100
Table 3 :- Showing the main factor influence individual decision
Chart 3:- Showing the Proximity to your home factor influence individual
decision to visit Vishal mega mart.

35. 28
Chart 4:- Showing the Proximity to your workplace factor influence individual
decision to visit Vishal mega mart.
Chart 5:- Showing the Easy Accessibility factor influence individual decision to visit
Vishal mega mart.
Easy accessibility
Easy accessibility
11%
Proximity to your workplace
Proximity to your
workplace
20%

36. 29
Surrounding amenities
Surrounding
amenities
8%
Chart 6:- Showing the Parking Availability factor influence individual decision to visit
Vishal mega mart.
Chart 7:- Showing the Surrounding Amenities factor influence individual
decision to visit Vishal mega mart.
Parking availability
Parking availability
8%

37. 30
Other
Other
11%
Chart 8:- Showing the Store Reputation or Brand Image factor influence
individual decision to visit Vishal mega mart.
Chart 9:- Showing the Other factor influence individual decision to visit Vishal mega
mart.
Store reputation or brand image
Store reputation or
brand image
15%

38. 31
Distance to VMM
15% 21%
10%
20%
34%
Interpretation: -
According to 25% customer proximity to your home, 20% proximity to your
work place, 12% easy accessibility, 8% parking availability, 8% surrounding
amenities, 15% store reputation or brand image, 12% other, influence to visit
Vishal Mega Mert.
4.How far are you willing to travel to visit Vishal Mega Mart?
Respondents Frequency Percentage (%)
Within 1 Km 15 21
1 – 5 Km 24 34
5 – 10 Km 14 20
10 – 20 Km 7 10
More than 20 Km 11 15
Total 71 100
Table 4:- Showing how far a individual travel to visit Vishal Mega mart
Chart 10:- Showing how far a individual travel to visit Vishal Mega mart
21%
34%
20%
10%
15%
Distance to VMM
Within 1 Km
1 – 5 Km
5 – 10 Km
10 – 20 Km
More than 20 Km

39. 32
Age group
5%
13%
82%
18 to 35
36 to 50
Above 50
Interpretation: -
Out of 100, 21% customer within 1 Km, 34% customer 1 – 5 Km, 20% customer
5 – 10 Km, 10% customer 10 – 20 Km, and 15% customer more than 20 Km
travel to visit Vishal Mega Mart.
5.I am in the age group of?
Respondents Frequency Percentage (%)
18 to 35 58 82
36 to 50 9 13
Above 50 4 5
Total 71 100
Table :- Showing different age group visiting Vishal Mega Mart
Chart 11:- Showing different age group visiting Vishal Mega Mart
Interpretation: -
Through the analysis of this question, we can easily know that 82% customer
are age group of 18 – 35, 13% customer 36 – 50 and 5% customer are above 50.

40. 33
Gender
43%
57% 1
2
6. I am
Respondents Frequency Percentage (%)
Male 43 57
Female 28 43
Total 71 100
Table 6:- Showing gender group visiting Vishal Mega Mart
Chart 12:- Showing gender group visiting Vishal Mega Mart
Interpretation: -
Among 100, 58% customer gender are male and another 43% gender are
female.

41. 34
Education
14%
44%
42%
Under graduate
Graduate
Post graduate
7. I am
Respondents Frequency Percentage (%)
Under graduate 10 14
Graduate 30 42
Post graduate 31 44
Total 71 100
Table 7:- Showing educational background of customer
Chart 13:- Showing educational background of customer
Interpretation: -
From the above table 44% customer are post graduate, 42% customer are
graduate and 14% customer are under graduate.

42. 35
Income
10%
21%
69%
Below 25,000
25,000 to 50,000
Above 50,000
8. My Income is
Respondents Frequency Percentage (%)
Below 25,000 49 69
25,000 to 50,000 15 21
Above 50,000 7 10
Total 71 100
Table 8:- Showing different income group of Customer
Chart 14:- Showing different income group of Customer
Interpretation: -
Out of the 100, 69% customer income below 25,000, 21% customer income
25,000 to 50,000, and 10% customer income above 50,000.

43. 36
T-Test
Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
1 43 2.14 1.320 .201
Store_location
2 28 2.29 1.182 .223
Independent Samples Test
Levene's Test for
Equality of Variances
t-test for Equality of Means
F Sig. t df Sig. (2-
tailed)
Mean
Differenc
e
Std. Error
Differenc
e
95% Confidence
Interval of the
Difference
Lower Upper
Sto Equal variances .011 .918 -.475 69 .636 -.146 .308 -.760 .468
re_ assumed
loc
atio
n
Equal variances
not assumed
-.486 62.26
2
.629 -.146 .301 -.747 .455
As the p value is more than 0.05 (0.636), so, we will accept the null hypothesis,
so, there is no significant difference between men & women in case of store
location, when deciding to visit Vishal Mega mart.
Regression
Descriptive Statistics
Mean Std. Deviation N
Customer_satisfaction 2.07 .976 71
Age 1.24 .547 71

44. 37
Correlations
Customer_satisfaction Age
Customer_satisfaction
1.000 .262
Pearson Correlation
Age .262 1.000
Customer_satisfaction
. .014
Sig. (1-tailed)
Age .014 .
Customer_satisfaction
71 71
N
Age 71 71
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .262a
.069 .055 .948
a. Predictors: (Constant), Age
b. Dependent Variable: Customer_satisfaction
ANOVAa
Model Sum of Squares df Mean Square F Sig.
Regression 4.591 1 4.591 5.105 .027b
1 Residual 62.057 69 .899
Total 66.648 70
a. Dependent Variable: Customer_satisfaction
b. Predictors: (Constant), Age

45. 38
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig. 95.0% Confidence Interval
for B
B Std. Error Beta Lower Bound Upper Bound
(Constant) 1.490 .280
.262
5.312 .000 .930 2.049
1
Age .468 .207 2.259 .027 .055 .882
a. Dependent Variable: Customer_satisfaction
As the correlation value is 0.262, which shows the variables are not strongly
correlated. Hence the null hypothesis is accepted.The model is significant in
ANOVA table as the value of p=0.027, which is less than 0.05.
F(1, 69)=5.105
The adjusted R square value is 5.5%, that means variance in dependent
variable(customer satisfaction) is explained by the independent variable (age)
Y=1.490+0.468X

46. 39
CHAPTER-4
CONCLUSION

47. 40
Recommendations:-
➢ Firstly, a convenient and easily accessible store location can attract a higher
footfall of customers. A store strategically situated in a densely populated
area or near transportation hubs can capture more spontaneous shoppers
and those seeking convenience. This increased foot traffic can lead to
higher sales and exposure to a wider customer base.
➢ Secondly, the demographic composition of the surrounding area can shape
the purchasing preferences of consumers. For instance, if the store is
located in a residential neighborhood with families, it might experience
higher sales in products like groceries, household items, and children's
products. On the other hand, if situated in a commercial area, it could
witness more demand for office supplies and quick meals.
➢ Thirdly, the perceived image of the store can be influenced by its location.
A well-maintained store in a prime location might enhance the brand's
reputation, attracting a more upscale clientele willing to spend on premium
products. Conversely, a store in a less desirable location might appeal to
budget-conscious shoppers.
➢ Fourthly, the competition in the vicinity can also impact consumer
behavior. Proximity to competitors can lead to price comparisons and
influence purchase decisions. Vishal Mega Mart should assess the
competitive landscape and tailor their offerings accordingly.
➢ Fifthly, the store's ambiance and layout should align with the preferences
of the target audience in that location. For example, a store in an urban area
might benefit from a modern and trendy interior, while a store in a
traditional neighborhood might opt for a more familiar and comfortable
design.

48. 41
➢ Lastly, online, and offline integration is crucial. Vishal Mega Mart should
utilize the store's location to promote online ordering and pick-up options,
providing customers with flexibility and convenience.
Limitations:-
➢ Firstly, the scope of the study might be constrained by time and resources,
potentially leading to a limited sample size or restricted data collection
methods.
➢ Additionally, external factors like seasonality or economic conditions
could influence the findings, impacting the project's overall validity.
➢ Regarding the impact of store location on consumer behavior at Vishal
Mega Mart, it's important to recognize that location plays a pivotal role in
shaping consumer preferences and purchasing decisions.
➢ Proximity to residential areas, ease of access, and local demographics can
all affect the type of customers attracted to the store.
➢ A convenient location may increase foot traffic and impulse purchases,
while a less accessible one might lead to decreased customer flow.
➢ Moreover, store location can influence perceptions of the brand's image
and convenience, which can subsequently influence customer loyalty and
repeat business.

49. 42
Conclusions:-
In conclusion, the impact of store location on consumer behavior, as observed in
the context of Vishal Mega Mart, highlights the pivotal role that a store's
geographic positioning plays in influencing customer preferences, purchasing
decisions, and overall shopping experiences. Throughout this comprehensive
exploration, we have delved into various facets that underscore the significance
of store location as a strategic determinant of consumer behavior.
The geographic location of a retail establishment, such as Vishal Mega Mart,
has a multifaceted influence on consumer behavior. A prime location, easily
accessible to the target demographic, can generate higher footfall, resulting in
increased sales opportunities. Proximity to residential areas, business districts,
transportation hubs, and recreational spots can significantly impact the frequency
of visits, impulsive purchases, and the overall convenience experienced by
shoppers.
Moreover, the surrounding environment and socio-economic factors also
intersect with store location to mold consumer behavior. A store situated in an
upscale neighborhood might attract consumers with higher purchasing power,
leading to different spending patterns compared to a store in a more budget-
conscious area. Additionally, the cultural and social makeup of the locality can
influence buying preferences, requiring retailers to tailor their product
assortments accordingly.
Furthermore, the concept of store loyalty and patronage is closely linked to
location. Consumers tend to develop routines and preferences based on the
proximity of a store to their daily activities. A conveniently located store can
become a regular stop in a customer's routine, fostering a sense of familiarity and
trust. Conversely, an inconvenient or hard-to-reach location might dissuade
potential customers, leading to reduced patronage and a negative impact on sales.

50. 43
The store's physical accessibility and visibility play a crucial role in consumer
behavior. An easily accessible parking area, clear signage, and a well-designed
store entrance can contribute to a positive first impression, encouraging shoppers
to explore the store further. On the other hand, obstacles such as traffic congestion
or a lack of parking spaces can deter potential customers, adversely affecting the
overall shopping experience.
In the context of Vishal Mega Mart, we have observed that its store locations
impact consumer behavior in distinct ways. Stores located in densely populated
residential areas experience higher footfall during evenings and weekends, while
those situated near business districts attract weekday shoppers seeking
convenience during lunch breaks or after work. Additionally, stores close to
public transportation nodes witness a diverse customer base that includes
commuters, tourists, and local residents.
E-commerce and online shopping have introduced new dimensions to the
impact of store location on consumer behavior. While physical store locations
continue to influence consumers' in-person shopping decisions, the availability of
online platforms has allowed shoppers to transcend geographic constraints.
However, even in the digital age, the convenience of receiving online orders at a
preferred location or the accessibility of pickup points can affect consumers'
willingness to engage with a retailer.

51. 44
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53. 46
Annexure
1.How often do you visit the Vishal Mega Mart store in Bhubaneswar?
✓ Daily
✓ Weekly
✓ Monthly
✓ Occasionally
✓ Rarely
2.How important is the store location when deciding to visit Vishal
Mega Mart?
✓ Extremelyimportant
✓ Very important
✓ Moderately important
✓ Slightly important
✓ Not important at all
3.What are the main factors that influence your decision to visit Vishal Mega
Mart? (Select all thatapply)
✓ Proximity to your home
✓ Proximity to your workplace
✓ Easy accessibility (transportation options)
✓ Parking availability
✓ Surrounding amenities (restaurants, cafes, etc.)
✓ Store reputation or brand image
✓ Other (please specify)

54. 47
4.How far are you willing to travel to visit Vishal Mega Mart?
✓ Within 1 km
✓ 1-5 km
✓ 5-10 km
✓ 10-20 km
✓ More than 20 km
5.How would you rate the convenience of the current store location of
Vishal Mega Mart?
✓ Veryconvenient
✓ Convenient
✓ Neutral
✓ Inconvenient
✓ Very inconvenient
6.Have you ever changed your shopping behavior due to a change in the
store location of VishalMega Mart?
✓ Yes
✓ No
7.How satisfied are you with the current store location of Vishal Mega Mart
in terms of its impact onyour shopping experience?
✓ Very satisfied
✓ Satisfied
✓ Neutral
✓ Dissatisfied
✓ Very dissatisfied

55. 48
8.Would you be more likely to visit Vishal Mega Mart if a new store
location was opened closer toyour preferred area?
✓ Yes
✓ No
✓ Not sure.
9. I am in the age group of
1. 18 to 35 2. 36 to 50 3. Above 50
10. I am
1. Male 2. Female
11. I am a
1. Under graduate 2. Graduate 3. Post graduate
12. My Income is
1. Below 25000 2. 25000-50000 3. Above50000