Abstract: The retail industry of India has become one of the most dynamic industries in the global market with the entry of several new players. Moreover, it accounts for over ten per cent of India’s Gross Domestic Product (GDP) and contributes about eight per cent to the country’s employment, making it the world’s fifth-largest destination in retail space. This research focuses on investigating the relationship between employee behavior and consumer purchase intention and to assess the service quality of Reliance Fresh Stores in Delhi/NCR. The retail industry of India has become one of the most dynamic industries in the global market with the entry of several new players. Moreover, it accounts for over ten per cent of India’s Gross Domestic Product (GDP) and contributes about eight per cent to the country’s employment, making it the world’s fifth-largest destination in retail space.
Keywords: Consumer, Purchase, Behaviour, Organized retail, Reliance, Consumption, FMCG.
Title: Study of Consumer Purchase Behaviour in the Context of Organized Retail Outlets
Author: Dr. Aparna Goyal
ISSN 2349-7807
International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Paper Publications
33 current scenario in retail marketing with special reference to organised r...chelliah paramasivan
The document discusses the growth of organized retailing in India, outlining various retail formats that have emerged like hypermarkets, supermarkets, convenience stores, and specialty stores. It analyzes opportunities in the retail sector, including expansion to tier 2 and 3 cities, the rise of online shopping, and increased availability of credit. The article also examines the regulatory framework and foreign investment scenario for organized retail in India.
This document discusses the growth of organized retailing in India. It notes that while organized retail currently accounts for only 8-10% of the total retail market in India, there is significant scope for further growth given India's large population and growing middle class. Several factors are driving this growth, including increasing disposable incomes, exposure to global brands and lifestyles through media, demand for quality and convenience, and the entry of large corporate retailers. The document also examines how retailers are exploring new formats and regions, as well as opportunities in online retail, to penetrate untapped markets and take advantage of India's retail growth potential.
AN EMPIRICAL STUDY ON ORGANIZED RETAIL OUTLET AND CONSUMER PERCEPTION TOWARDS...IAEME Publication
The Indian Retail Industry is divided into Organized and Unorganized Sectors. Traditional markets are making way for organized formats such as Departmental Stores, Hypermarkets, Supermarkets and Specialty Stores. Indian Retail Industry contributes over 10% of the country’s GDP. Strong income growth, changing lifestyles, and favorable demographic patterns, suggest that by 2020, the Modern Retail Industry in India will be worth US$ 275-400 billion. This study was undertaken, considering three competitive Retail Chain Outlets, Big Bazaar, Reliance Fresh and Marks Spencers, to evaluate the consumers’ opinion and preferences towards these outlets. The study also highlights the pros and cons of the outlets considered and the level of satisfaction compared to the Local Retail Outlets.
The document provides an overview of the retail industry in India. It discusses that the retail sector accounts for 22% of India's GDP and employs 8% of the workforce. While the unorganized sector currently dominates, organized retail is growing rapidly at 40% annually and is expected to reach $800 billion by 2015. The future of retail in India looks promising due to factors like a young population, rising incomes, and government initiatives to open the industry to more foreign investment and competition. However, challenges remain such as a lack of infrastructure and skilled labor.
Ascendancy of organized retailing in indian retailprjpublications
The document discusses the rise of organized retailing in India. It provides background on the Indian retail industry and how it has traditionally been dominated by small, unorganized stores. However, in recent years organized retail has grown rapidly due to changes in consumer preferences and demand for improved shopping experiences. The growth of organized retail is expected to benefit the Indian economy in several ways, including by improving prices and supply chains for farmers, boosting small and medium enterprises, increasing employment, and contributing to overall economic growth and productivity. While some jobs may be displaced, organized retail also creates many new, higher quality positions.
PROJECT REPORT ON CONSUMER BUYING BEHAVIOUR IN INDIAN SHOPPING MALL) Mansi Tyagi
Vishal Retail Limited is an Indian retail company that operates hypermarket stores across India. It has 172 stores spread across 24 states, totaling around 2.4 million square feet of retail space. The company aims to expand further into new retail formats and regions while strengthening its supply chain operations. Organized retailing is growing in India due to factors like rising incomes, education levels, and exposure to global trends, but still only accounts for about 4% of the total retail sector.
Survival strategy for unorganised retailers Richa Singhvi
This document discusses the growth of modern organized retailing in India and the perceptions of traditional retailers about modern retailing. It provides background on the evolution of retailing in India from small neighborhood shops to larger modern retailers. A study was conducted through questionnaires with over 100 traditional retailers in Jaunpur city to understand their perceptions. The results found that over half of traditional retailers feel modern retailing will lead to healthy competition but also cut their profit margins and reduce sales volumes. Overall the document examines the changes happening in Indian retailing and the challenges for traditional retailers.
CUSTOMER BUYING BEHAVIOUR AT PANTALOONSSrihari Reddy
Customer Buying Behavior is the study of individuals and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Customer behavior is increasingly a part of strategic planning for the future investment and growth of any industry. Retail industry or precisely to say apparel industry is no exception.
33 current scenario in retail marketing with special reference to organised r...chelliah paramasivan
The document discusses the growth of organized retailing in India, outlining various retail formats that have emerged like hypermarkets, supermarkets, convenience stores, and specialty stores. It analyzes opportunities in the retail sector, including expansion to tier 2 and 3 cities, the rise of online shopping, and increased availability of credit. The article also examines the regulatory framework and foreign investment scenario for organized retail in India.
This document discusses the growth of organized retailing in India. It notes that while organized retail currently accounts for only 8-10% of the total retail market in India, there is significant scope for further growth given India's large population and growing middle class. Several factors are driving this growth, including increasing disposable incomes, exposure to global brands and lifestyles through media, demand for quality and convenience, and the entry of large corporate retailers. The document also examines how retailers are exploring new formats and regions, as well as opportunities in online retail, to penetrate untapped markets and take advantage of India's retail growth potential.
AN EMPIRICAL STUDY ON ORGANIZED RETAIL OUTLET AND CONSUMER PERCEPTION TOWARDS...IAEME Publication
The Indian Retail Industry is divided into Organized and Unorganized Sectors. Traditional markets are making way for organized formats such as Departmental Stores, Hypermarkets, Supermarkets and Specialty Stores. Indian Retail Industry contributes over 10% of the country’s GDP. Strong income growth, changing lifestyles, and favorable demographic patterns, suggest that by 2020, the Modern Retail Industry in India will be worth US$ 275-400 billion. This study was undertaken, considering three competitive Retail Chain Outlets, Big Bazaar, Reliance Fresh and Marks Spencers, to evaluate the consumers’ opinion and preferences towards these outlets. The study also highlights the pros and cons of the outlets considered and the level of satisfaction compared to the Local Retail Outlets.
The document provides an overview of the retail industry in India. It discusses that the retail sector accounts for 22% of India's GDP and employs 8% of the workforce. While the unorganized sector currently dominates, organized retail is growing rapidly at 40% annually and is expected to reach $800 billion by 2015. The future of retail in India looks promising due to factors like a young population, rising incomes, and government initiatives to open the industry to more foreign investment and competition. However, challenges remain such as a lack of infrastructure and skilled labor.
Ascendancy of organized retailing in indian retailprjpublications
The document discusses the rise of organized retailing in India. It provides background on the Indian retail industry and how it has traditionally been dominated by small, unorganized stores. However, in recent years organized retail has grown rapidly due to changes in consumer preferences and demand for improved shopping experiences. The growth of organized retail is expected to benefit the Indian economy in several ways, including by improving prices and supply chains for farmers, boosting small and medium enterprises, increasing employment, and contributing to overall economic growth and productivity. While some jobs may be displaced, organized retail also creates many new, higher quality positions.
PROJECT REPORT ON CONSUMER BUYING BEHAVIOUR IN INDIAN SHOPPING MALL) Mansi Tyagi
Vishal Retail Limited is an Indian retail company that operates hypermarket stores across India. It has 172 stores spread across 24 states, totaling around 2.4 million square feet of retail space. The company aims to expand further into new retail formats and regions while strengthening its supply chain operations. Organized retailing is growing in India due to factors like rising incomes, education levels, and exposure to global trends, but still only accounts for about 4% of the total retail sector.
Survival strategy for unorganised retailers Richa Singhvi
This document discusses the growth of modern organized retailing in India and the perceptions of traditional retailers about modern retailing. It provides background on the evolution of retailing in India from small neighborhood shops to larger modern retailers. A study was conducted through questionnaires with over 100 traditional retailers in Jaunpur city to understand their perceptions. The results found that over half of traditional retailers feel modern retailing will lead to healthy competition but also cut their profit margins and reduce sales volumes. Overall the document examines the changes happening in Indian retailing and the challenges for traditional retailers.
CUSTOMER BUYING BEHAVIOUR AT PANTALOONSSrihari Reddy
Customer Buying Behavior is the study of individuals and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Customer behavior is increasingly a part of strategic planning for the future investment and growth of any industry. Retail industry or precisely to say apparel industry is no exception.
The document provides an overview of the retail industry in India. It discusses the types of retail outlets in India, including department stores, discount stores, supermarkets, warehouse stores, mom and pop stores, and specialty stores. Department stores offer a wide range of products under one roof. Discount stores offer products at discounted prices but with a more limited selection. Supermarkets focus on food and household items arranged into departments. Warehouse stores sell bulk items at low prices without an emphasis on store layout. Mom and pop stores are small, locally-run shops catering to daily needs. Specialty stores specialize in a single product category.
This document provides an index and overview of a study on the comparative profitability drivers of the Indian retail industry and challenges faced by unorganized retailers. It outlines the objectives, scope, methodology and limitations of the study, which involves analyzing major retail stores like Vishal Mega Mart, Big Bazaar and Lifestyle, and comparing them to unorganized kirana stores. The study will analyze the profitability factors and threats faced by unorganized retailers in the current retail environment in India.
This document summarizes a study on problems in India's unorganized retail sector from the perspectives of customers and retailers. It provides background on the size and growth of India's retail market. The unorganized retail sector makes up over 90% of the market and is characterized by small, local shops with little standardization or technology usage. The study reviews previous literature on consumer behavior and retail perceptions. It also discusses the development of India's modern retail sector and its projected growth rates in the coming years.
This document summarizes the changing face of the Indian retail sector, including the growth of organized retail in India in recent years. It discusses ethics and challenges in the retail sector, noting that ethical guidelines need to be clearly communicated to retail salespeople. The document also outlines key statistics on the size and growth of the Indian retail market, including that organized retail is expected to increase from 5% to 14-18% of the total market by 2015. Retail sales in India are projected to grow significantly by 2015.
CUSTOMER BUYING BEHAVIOR AT BANGALORE CENTRAL Srihari Reddy
The Company is an integrated fashion company with presence across key segments within the fashion industry i.e. design to distribution. Company’s business has been designed to capture the trend of consumers getting more attuned to fashion and brand preferences. We have a portfolio of fashion brands that cover the entire gamut of sub-categories including formal menswear, casual wear, active or sportswear, women’s ethnic wear, women’s denim wear, women’s casual wear, footwear and accessories and are present across various price points.
The document discusses growth projections for India's retail sector between 2010-2014. It forecasts that total retail sales will grow from $353 billion in 2010 to $543 billion in 2014, representing an annual growth rate of 11.4%. Mass grocery retail sales are predicted to increase 154% over this period. Organized retail is expected to grow from 5% of the total market in 2008 to 14-18% by 2015. Foreign companies like Marks & Spencer, Titan, and Bharti Retail plan major investments and expansions in India to capitalize on the growing retail market.
The document discusses AskmePay, a payments platform that aims to address key pain points for small and medium enterprises (SMEs) in India. It outlines SME challenges like lack of access to credit and marketing opportunities. It then presents AskmePay as a solution that can provide SMEs with digital payment acceptance and marketing/campaign tools at lower costs compared to other options. The document includes screenshots walking through the AskmePay app experience for merchants and customers to demonstrate its functionality.
This presentation provides an overview of the e-commerce company Flipkart. It discusses how Flipkart was founded in 2007 with an initial investment of $8000 to sell books online. It grew rapidly through acquisitions and investments, expanding into additional product categories. Flipkart utilized effective marketing strategies like word of mouth, SEO, and television ads. It also focused heavily on logistics and distribution challenges in India to provide customers with a strong shopping experience. The presentation concludes that Flipkart has become the leading online retailer in India and the fast-growing e-commerce sector suggests more companies may find similar success in the future.
The document provides an overview of the retail industry in India. It states that India has the 5th largest retail market in the world and is expected to grow significantly. The retail sector is divided into organized and unorganized segments, with organized retail accounting for only 8-10% currently but expected to grow substantially. Some of the largest retailers in India are Future Retail, Pantaloons, Tata Group, RPG Group, Reliance, and AV Birla Group. Challenges facing the industry include a shortage of skilled workforce.
Retail is the sale of goods and services from businesses to end users. In India, retail is divided into organized and unorganized sectors. Major players in organized retail include Future Group, Reliance Retail, Bharti-Walmart, and Tata-Tesco. The retail industry employs 8% of the workforce and is a major contributor to GDP and employment. Growth is driven by changing lifestyles and increasing consumerism. The future of retail in India is expected to include continued growth in sectors like fashion, food, and electronics, as well as increased competition from foreign investment and organized retailers.
This document discusses the growth of new retail formats in India. It notes that organized retail currently makes up 3% of the $200 billion Indian retail industry, but is projected to reach $23 billion and 20-25% market share by 2010. Modern retail formats like supermarkets and hypermarkets are growing rapidly. Changing consumer demographics, lifestyles, and increasing incomes are fueling retail growth. Both domestic and global retailers see opportunities in India and are exploring new formats to serve both urban and rural markets.
This document is a seminar report on the marketing mix of the retail industry in India using Shoppers Stop as a case study. It provides an overview of the Indian retail industry, including its size, growth drivers, government initiatives, and future outlook. It discusses factors influencing the industry such as demand, supply, competition and the bargaining power of customers and suppliers. It also defines organized and unorganized retailing in India.
With the emergence of supermarkets, kirana stores have been depleting day by day. Government is in the grave situation to decide whether to allow 50% FDI or not in the retail sector. There are certain retail outlets such as Walmart, Metro which are better in quality, cheaper in rates, and offering a range and variety of products under one roof. These malls have entered in India but they are into cash and carry business only and not in the multi brand retail sector. Many of them have entered through joint ventures. If government allow them to enter in India, it can be said that all the small shops and kirana stores will not be able to stand in the market. They cannot compete with them. Now the question arise how the kirana stores can be saved from these big giants in the market. It is the need of the hour today to save these kirana stores because in a developing country like India where the income of an average man is low, such types of small business can make them able to earn their living. The present research is an attempt to find out the weaknesses of kirana stores as compared to the malls and to find out the solutions for the betterment of the stores. The research is conducted on various kirana stores in Punjab. The study identifies the problems being faced by kirana merchants such as recovery of credit, inventory management, goodwill in terms of quality, low space, and lack of variety etc. But during the research it has been found out that there are certain areas where these kirana stores have an edge over the market such as emotional attachment with the customer, to fulfil the timely need of credit of the customer, easy availability etc. It is concluded that both kirana stores and malls are important to the Indian economy. FDI is important for the growth of the economy but it should come for the rescue of the existing business and not as a threat. Secondly government intervention is seeked to make improvements in the functioning of the kirana stores. If kirana stores starts using their strategic advantages to the optimum level, they can make can make their existence strong in the market.
A project report on retail industry in global environmentProjects Kart
This document is a project study report submitted for a Master's degree in Business Administration (Finance). It examines the retail industry in a global environment. The report includes an introduction to the retail industry, objectives and role of the industry, a literature review on challenges in the industry, hypotheses on the past, present and future of the industry, limitations of the study, methodology, and significance of studying the industry. It also includes sections on opportunities for Western retailers in India, benefits to Indian consumers, research and analysis of trends and major players, findings, and conclusions.
The study of Factors Affecting Consumer Preferences of Shopping at Organized ...IJAEMSJORNAL
The organized retail sector has experienced profound shift in the last decade due to change in the social, cultural & business environment. The primary focus of this research paper is consumer behavior & their shift towards organized retail shopping from traditional unorganized retail shopping taking into consideration of their purchasing pattern as well as shift in their perception which changes during their course of organized retail shopping experience. And also to check the hypothesis that the consumers prefer organized retail because of heavy discounts, ease of access and service delivery.This paper also highlights the challenges faced by retail industry.
The document discusses the growth of the modern retail industry in Eastern India over the past 10 years and its future prospects. It notes that organized retail has grown significantly in Eastern India, driven by changing consumer preferences, rising incomes, and the development of retail real estate projects. However, the industry still faces challenges around infrastructure bottlenecks. Stakeholders believe that for the industry to reach its full potential, the government and industry need to work together to improve infrastructure, develop more retail spaces, simplify laws, and promote the region as a shopping destination. The next 10 years are expected to see continued consolidation and growth of omni-channel retail as consumers demand seamless digital and physical shopping experiences.
The document discusses a study on the comparative profitability drivers of Indian retail industry formats and the challenges faced by unorganized retailers. It provides details on the objectives, scope, and methodology of the study, which involves analyzing customer flow, revenue per customer, and stock value at various organized retail stores like Vishal Mega Mart, Big Bazaar, and Lifestyle. The study aims to understand the key factors driving profits in the Indian organized retail industry and issues impacting unorganized retailers.
Big Bazaar is a retail chain owned by Future Retail Ltd in India. It operates over 200 stores across India offering products at low prices. The company follows a strategy of growth through intensification by opening more stores and expanding its product portfolio. Key initiatives include offering daily discounts, pursuing a franchise model, and differentiating on cost and product range. The company aims to provide customers an extensive choice of products at affordable prices.
A STUDY ON CUSTOMER SATISFACTION AT BIG BAZAAR (PATIA, BBSR)malaya_123
This document provides an overview of the retail industry in India. It discusses how the retail industry has evolved from small local shops to the emergence of organized retail chains. Key factors driving growth in the Indian retail sector are increasing disposable incomes, urbanization, and changing consumer preferences. While organized retail currently accounts for only 5-6% of the total retail market, it is expected to grow significantly due to continued economic and demographic changes in India. The future outlook for the retail sector remains positive with the market projected to double in size by 2020.
Study on comparative analysis of product sales with reference to selected sto...NeeharikaAmba
This document presents a study on comparing product sales across selected retail stores in Andhra Pradesh, India. The objectives are to analyze consumer preferences and satisfaction levels across Heritage, More, and Reliance Fresh stores. Data was collected through questionnaires from 106 respondents. The data analysis used statistical tools like percentages, cross-tabs, ANOVA, and chi-square tests to analyze relationships between variables like store preference, purpose of purchase, price, quality, and consumer demographics. The study aims to understand which retail store is most preferred and identify factors influencing consumer preferences and satisfaction in Andhra Pradesh.
The document provides an overview of the retail industry in India. It discusses the types of retail outlets in India, including department stores, discount stores, supermarkets, warehouse stores, mom and pop stores, and specialty stores. Department stores offer a wide range of products under one roof. Discount stores offer products at discounted prices but with a more limited selection. Supermarkets focus on food and household items arranged into departments. Warehouse stores sell bulk items at low prices without an emphasis on store layout. Mom and pop stores are small, locally-run shops catering to daily needs. Specialty stores specialize in a single product category.
This document provides an index and overview of a study on the comparative profitability drivers of the Indian retail industry and challenges faced by unorganized retailers. It outlines the objectives, scope, methodology and limitations of the study, which involves analyzing major retail stores like Vishal Mega Mart, Big Bazaar and Lifestyle, and comparing them to unorganized kirana stores. The study will analyze the profitability factors and threats faced by unorganized retailers in the current retail environment in India.
This document summarizes a study on problems in India's unorganized retail sector from the perspectives of customers and retailers. It provides background on the size and growth of India's retail market. The unorganized retail sector makes up over 90% of the market and is characterized by small, local shops with little standardization or technology usage. The study reviews previous literature on consumer behavior and retail perceptions. It also discusses the development of India's modern retail sector and its projected growth rates in the coming years.
This document summarizes the changing face of the Indian retail sector, including the growth of organized retail in India in recent years. It discusses ethics and challenges in the retail sector, noting that ethical guidelines need to be clearly communicated to retail salespeople. The document also outlines key statistics on the size and growth of the Indian retail market, including that organized retail is expected to increase from 5% to 14-18% of the total market by 2015. Retail sales in India are projected to grow significantly by 2015.
CUSTOMER BUYING BEHAVIOR AT BANGALORE CENTRAL Srihari Reddy
The Company is an integrated fashion company with presence across key segments within the fashion industry i.e. design to distribution. Company’s business has been designed to capture the trend of consumers getting more attuned to fashion and brand preferences. We have a portfolio of fashion brands that cover the entire gamut of sub-categories including formal menswear, casual wear, active or sportswear, women’s ethnic wear, women’s denim wear, women’s casual wear, footwear and accessories and are present across various price points.
The document discusses growth projections for India's retail sector between 2010-2014. It forecasts that total retail sales will grow from $353 billion in 2010 to $543 billion in 2014, representing an annual growth rate of 11.4%. Mass grocery retail sales are predicted to increase 154% over this period. Organized retail is expected to grow from 5% of the total market in 2008 to 14-18% by 2015. Foreign companies like Marks & Spencer, Titan, and Bharti Retail plan major investments and expansions in India to capitalize on the growing retail market.
The document discusses AskmePay, a payments platform that aims to address key pain points for small and medium enterprises (SMEs) in India. It outlines SME challenges like lack of access to credit and marketing opportunities. It then presents AskmePay as a solution that can provide SMEs with digital payment acceptance and marketing/campaign tools at lower costs compared to other options. The document includes screenshots walking through the AskmePay app experience for merchants and customers to demonstrate its functionality.
This presentation provides an overview of the e-commerce company Flipkart. It discusses how Flipkart was founded in 2007 with an initial investment of $8000 to sell books online. It grew rapidly through acquisitions and investments, expanding into additional product categories. Flipkart utilized effective marketing strategies like word of mouth, SEO, and television ads. It also focused heavily on logistics and distribution challenges in India to provide customers with a strong shopping experience. The presentation concludes that Flipkart has become the leading online retailer in India and the fast-growing e-commerce sector suggests more companies may find similar success in the future.
The document provides an overview of the retail industry in India. It states that India has the 5th largest retail market in the world and is expected to grow significantly. The retail sector is divided into organized and unorganized segments, with organized retail accounting for only 8-10% currently but expected to grow substantially. Some of the largest retailers in India are Future Retail, Pantaloons, Tata Group, RPG Group, Reliance, and AV Birla Group. Challenges facing the industry include a shortage of skilled workforce.
Retail is the sale of goods and services from businesses to end users. In India, retail is divided into organized and unorganized sectors. Major players in organized retail include Future Group, Reliance Retail, Bharti-Walmart, and Tata-Tesco. The retail industry employs 8% of the workforce and is a major contributor to GDP and employment. Growth is driven by changing lifestyles and increasing consumerism. The future of retail in India is expected to include continued growth in sectors like fashion, food, and electronics, as well as increased competition from foreign investment and organized retailers.
This document discusses the growth of new retail formats in India. It notes that organized retail currently makes up 3% of the $200 billion Indian retail industry, but is projected to reach $23 billion and 20-25% market share by 2010. Modern retail formats like supermarkets and hypermarkets are growing rapidly. Changing consumer demographics, lifestyles, and increasing incomes are fueling retail growth. Both domestic and global retailers see opportunities in India and are exploring new formats to serve both urban and rural markets.
This document is a seminar report on the marketing mix of the retail industry in India using Shoppers Stop as a case study. It provides an overview of the Indian retail industry, including its size, growth drivers, government initiatives, and future outlook. It discusses factors influencing the industry such as demand, supply, competition and the bargaining power of customers and suppliers. It also defines organized and unorganized retailing in India.
With the emergence of supermarkets, kirana stores have been depleting day by day. Government is in the grave situation to decide whether to allow 50% FDI or not in the retail sector. There are certain retail outlets such as Walmart, Metro which are better in quality, cheaper in rates, and offering a range and variety of products under one roof. These malls have entered in India but they are into cash and carry business only and not in the multi brand retail sector. Many of them have entered through joint ventures. If government allow them to enter in India, it can be said that all the small shops and kirana stores will not be able to stand in the market. They cannot compete with them. Now the question arise how the kirana stores can be saved from these big giants in the market. It is the need of the hour today to save these kirana stores because in a developing country like India where the income of an average man is low, such types of small business can make them able to earn their living. The present research is an attempt to find out the weaknesses of kirana stores as compared to the malls and to find out the solutions for the betterment of the stores. The research is conducted on various kirana stores in Punjab. The study identifies the problems being faced by kirana merchants such as recovery of credit, inventory management, goodwill in terms of quality, low space, and lack of variety etc. But during the research it has been found out that there are certain areas where these kirana stores have an edge over the market such as emotional attachment with the customer, to fulfil the timely need of credit of the customer, easy availability etc. It is concluded that both kirana stores and malls are important to the Indian economy. FDI is important for the growth of the economy but it should come for the rescue of the existing business and not as a threat. Secondly government intervention is seeked to make improvements in the functioning of the kirana stores. If kirana stores starts using their strategic advantages to the optimum level, they can make can make their existence strong in the market.
A project report on retail industry in global environmentProjects Kart
This document is a project study report submitted for a Master's degree in Business Administration (Finance). It examines the retail industry in a global environment. The report includes an introduction to the retail industry, objectives and role of the industry, a literature review on challenges in the industry, hypotheses on the past, present and future of the industry, limitations of the study, methodology, and significance of studying the industry. It also includes sections on opportunities for Western retailers in India, benefits to Indian consumers, research and analysis of trends and major players, findings, and conclusions.
The study of Factors Affecting Consumer Preferences of Shopping at Organized ...IJAEMSJORNAL
The organized retail sector has experienced profound shift in the last decade due to change in the social, cultural & business environment. The primary focus of this research paper is consumer behavior & their shift towards organized retail shopping from traditional unorganized retail shopping taking into consideration of their purchasing pattern as well as shift in their perception which changes during their course of organized retail shopping experience. And also to check the hypothesis that the consumers prefer organized retail because of heavy discounts, ease of access and service delivery.This paper also highlights the challenges faced by retail industry.
The document discusses the growth of the modern retail industry in Eastern India over the past 10 years and its future prospects. It notes that organized retail has grown significantly in Eastern India, driven by changing consumer preferences, rising incomes, and the development of retail real estate projects. However, the industry still faces challenges around infrastructure bottlenecks. Stakeholders believe that for the industry to reach its full potential, the government and industry need to work together to improve infrastructure, develop more retail spaces, simplify laws, and promote the region as a shopping destination. The next 10 years are expected to see continued consolidation and growth of omni-channel retail as consumers demand seamless digital and physical shopping experiences.
The document discusses a study on the comparative profitability drivers of Indian retail industry formats and the challenges faced by unorganized retailers. It provides details on the objectives, scope, and methodology of the study, which involves analyzing customer flow, revenue per customer, and stock value at various organized retail stores like Vishal Mega Mart, Big Bazaar, and Lifestyle. The study aims to understand the key factors driving profits in the Indian organized retail industry and issues impacting unorganized retailers.
Big Bazaar is a retail chain owned by Future Retail Ltd in India. It operates over 200 stores across India offering products at low prices. The company follows a strategy of growth through intensification by opening more stores and expanding its product portfolio. Key initiatives include offering daily discounts, pursuing a franchise model, and differentiating on cost and product range. The company aims to provide customers an extensive choice of products at affordable prices.
A STUDY ON CUSTOMER SATISFACTION AT BIG BAZAAR (PATIA, BBSR)malaya_123
This document provides an overview of the retail industry in India. It discusses how the retail industry has evolved from small local shops to the emergence of organized retail chains. Key factors driving growth in the Indian retail sector are increasing disposable incomes, urbanization, and changing consumer preferences. While organized retail currently accounts for only 5-6% of the total retail market, it is expected to grow significantly due to continued economic and demographic changes in India. The future outlook for the retail sector remains positive with the market projected to double in size by 2020.
Study on comparative analysis of product sales with reference to selected sto...NeeharikaAmba
This document presents a study on comparing product sales across selected retail stores in Andhra Pradesh, India. The objectives are to analyze consumer preferences and satisfaction levels across Heritage, More, and Reliance Fresh stores. Data was collected through questionnaires from 106 respondents. The data analysis used statistical tools like percentages, cross-tabs, ANOVA, and chi-square tests to analyze relationships between variables like store preference, purpose of purchase, price, quality, and consumer demographics. The study aims to understand which retail store is most preferred and identify factors influencing consumer preferences and satisfaction in Andhra Pradesh.
big bazaar-organisational commitment reportnishakp
The document provides an overview of the Indian retail industry and organized retail sector. It discusses the growth of the Indian retail market, key growth factors in the organized retail sector such as changing demographics and consumer behavior. It also outlines opportunities and challenges facing the organized retail sector in India. The profile of Future Group, a leading Indian retail business house, is briefly described.
This document provides an overview of the evolution of organized retail in India, with a focus on food and grocery retailing. It discusses the shift from traditional unorganized retailing to modern organized formats like supermarkets and hypermarkets. Food and grocery makes up the largest segment of retail spending in India. While organized retail currently accounts for only 4% of the market, it is projected to more than double in the coming years. Major players in the Indian food retail space utilizing various formats like hypermarkets, supermarkets, and convenience stores are discussed. Trends like private labels, health and wellness products, and technological innovations that can provide competitive advantages are also summarized.
This document summarizes a project report on why customers choose to shop at Pantaloon stores in Patna, India. A survey was conducted with 50 respondents at a Pantaloon store, including housewives, professionals, and students. The primary reasons identified for choosing Pantaloon were its ambience, low prices, and convenience. Respondents also provided suggestions such as having more staff during sales and adding more seating and product variety.
The retail sector in India is one of the fastest growing in the world. India ranks 5th globally in the retail space and 63rd in ease of doing business. The retail market was estimated at $883 billion in 2020 and is projected to reach $1.3 trillion by 2024. Major challenges facing the retail industry include focusing on online selling due to the pandemic, finding suitable technology solutions, providing increased online customer support, maintaining existing customer loyalty, creating new in-store experiences, and retaining employees. The document then outlines some of the largest retailers in India.
Analysis of the Awareness Level of Customers about the different Retailing Te...AI Publications
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The document discusses the expansion of the organized retail sector in India and its impact on unorganized retailers. Some key points:
- Unorganized retailers near organized retailers experienced a decline in sales and profits initially, but this impact weakened over time.
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The Indian Retail sector has come off age and has gone through major transfor...CMSDI INDIA
The Indian retail sector has undergone major transformation over the last decade with a shift towards organized retailing. The retail market is expected to reach Rs. 47 lakh crore by 2016-17, growing at 15% annually. Organized retail is expected to grow at 24% annually and attain a 10.2% market share. High consumer spending by India's young population and rising disposable incomes are driving growth of the organized retail sector. Food and grocery, apparel, electronics, and e-commerce are emerging sectors. The Indian retail market is projected to grow to $865 billion by 2023, with organized retail growing six times to $220 billion.
This document discusses a case study of customer expectations and satisfaction at Big Bazaar retail stores in Baroda, India. It begins with an introduction to the retail industry and Big Bazaar. A literature review is then presented on previous studies related to customer expectations, satisfaction, and organized retail. The SERVQUAL model for measuring service quality expectations across five dimensions is described. The study aims to identify customer expectations and satisfaction levels towards Big Bazaar stores using the SERVQUAL dimensions. A survey was conducted with 100 customers and results found that satisfaction levels were positive but expectations were greater than satisfaction.
Marketing Strategies of Pantaloons Pvt. Ltd. Aakash Jain
This document provides a summer training report on the marketing strategies of Pantaloons Private Limited. It was submitted by Aakash Jain to Jagannath University in partial fulfillment of the requirements for a Bachelor of Business Administration degree. The report includes an acknowledgment, executive summary, table of contents, and initial chapters introducing the retail industry in India and providing a company profile of Pantaloons.
Modern retailing in India has grown significantly and is projected to reach $107 billion by 2013. This growth has impacted distribution networks, procurement practices, and consumer consumption patterns. Retailers face challenges in meeting the demands of a culturally diverse population across India. The development of modern retailing has led to more product choices for consumers, changed shopping from a necessity to an activity, and increased impulse buying. It has also impacted food consumption with growth in packaged and prepared foods. This paper examines these impacts and the growth of modern retailing in India.
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This document discusses the effect of organized retail on unorganized retail in the Indian retail market. It notes that organized retail is growing rapidly in India and generating employment, while also posing a challenge to traditional unorganized retail formats. The paper aims to understand consumer behavior and satisfaction regarding organized versus unorganized retail stores. It also examines the perceptions of traditional retailers regarding modern retailing formats. Overall, the document explores the debate around the impacts of expanding organized retail in India and whether it provides overall positive impacts on the economy or poses threats to unorganized retail sectors.
Discovering service quality in retail grocery stores: A case study of Delhideshwal852
Purpose of the research: With the given backdrop it was decided to inquire about the service quality offered in organized retail grocery stores. The customers who visit the grocery stores with so much expectation; are they really satisfied with the service quality delivered tothem. This paper is an attempt to compare the service quality offered in different organized retail grocery stores. Research Methodology: Primary data has been collected by a sample survey of customers shopping at various grocery stores located at Delhi using convenient sampling technique. A sample of 300
respondents was approached. These respondents are from different categories of organized retail stores as Hypermarket, Supermarket and Convenience Stores. For the purpose of collecting the required data, the questionnaire method was used. A standardized questionnaire was used to solicit information on customers. To collect the primary data Retail Service Quality Scale (RSQS) developed by Dabohlkeret.
al. (1996) was used. The Retail Service Quality Scale have “Physical Aspects”, “Reliability”, “Personal Interaction”, “Problem-Solving” and “Policy Making” as five different dimensions to measure service
quality offered by retail stores. Data was interpreted by applying two ways ANOVA. Implications: The research will be helpful to gain an understanding of the whole scenario of service quality offered. It will also provide an insight to find the gap between the satisfaction levels of the customers with respect to different types of stores due to service quality.
The document discusses a visit to Big Bazaar store in Kalyan, India, outlining the retailer's merchandise assortment, store layout, target customer segments, and objectives of the visit which were to understand the retailer's operations, merchandising, store atmosphere, and marketing strategies. Big Bazaar is a major hypermarket chain in India with over 250 stores that aims to provide customers a wide range of products at low prices through a shopping environment modeled after Indian bazaars.
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More than 50 mid-sized global retailers are planning to enter the Indian market in the next six months, investing $300-500 million to open around 3,000 stores. This expansion is driven by India's growing economy, consumption, urbanization and middle class. Many of the incoming brands are in the food and beverage, apparel, and education sectors. The relaxed FDI policies and implementation of GST are further fueling growth in the Indian retail market. Selecting the right entry strategy is key for global brands to succeed in India given its large population and regional complexities.
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Study of Consumer Purchase Behaviour in the Context of Organized Retail Outlets
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Study of Consumer Purchase Behaviour in the
Context of Organized Retail Outlets
Dr. Aparna Goyal
Associate Professor, Amity University, India
Abstract: The retail industry of India has become one of the most dynamic industries in the global market with the
entry of several new players. Moreover, it accounts for over ten per cent of India’s Gross Domestic Product (GDP)
and contributes about eight per cent to the country’s employment, making it the world’s fifth-largest destination in
retail space. This research focuses on investigating the relationship between employee behavior and consumer
purchase intention and to assess the service quality of Reliance Fresh Stores in Delhi/NCR. The retail industry of
India has become one of the most dynamic industries in the global market with the entry of several new players.
Moreover, it accounts for over ten per cent of India’s Gross Domestic Product (GDP) and contributes about eight
per cent to the country’s employment, making it the world’s fifth-largest destination in retail space.
Keywords: Consumer, Purchase, Behaviour, Organized retail, Reliance, Consumption, FMCG.
I. INTRODUCTION
‗Retail 2020: Retrospect, Reinvent, Rewrite‘, a report published in 2015 by The Boston Consulting Group and the
Retailers Association of India estimates that India‘s retail market will nearly double from US$ 600 billion in 2015 to US$
1 trillion by 2020 due to income growth, urbanization, and attitudinal shifts. It further comments that modern trade is
expected to expand twice as fast as twenty per cent per annum and the traditional trade at ten per cent per annum,
although the overall retail market is expected to grow at twelve per cent per annum. Moreover, the total retail spending in
seven major Indian cities was Rs 3.58 trillion (US$ 53.7 billion) along with an organized retail penetration of nineteen per
cent as of 2014. There is also a strong likelihood that in the next five years, online retail will be at par with physical
stores. This is because, with the ever-increasing number of Internet users as well the substantial investment in the e-
commerce sector, India is on its way to becoming the world‘s most rapidly growing e-commerce market. That is, India‘s
e-commerce sales are expected to rise from US$ 14 billion in the financial year 2015 to US$55 billion by the financial
year 2018. Further, faster speeds on reliable telecom networks, quicker adoption of online services, a wide variety of
products, and an increased convenience in the overall shopping experience, are expected to increase both the gross
merchandise value (GMV) of India‘s e-commerce market to US$ 220 billion as well as cause a hike in the number of
Indian shoppers to 530 million by 2025. According to a joint report by the Indian Direct Selling Association (IDSA) and
PHD, not only did India‘s direct selling industry increase by 6.5 per cent in the financial year 2014-15 to Rs 7,958 crores
(US$ 1.19 billion); it is further expected to increase to Rs 23,654 crores (US$ 3.55 billion) by the financial year 2019-20.
Organised Retail:
It can be argued that in the past, the Indian retail industry was highly unorganized, mainly comprising drug stores as well
as small and medium grocery stores. It is only recently that retailing has become more organized, although it is
concentrated mostly in metropolitan cities. This growth in the Indian retail market is mainly due to a transformation in
consumer behaviour due to an increase in disposable incomes, improved lifestyles, and favourable changes in
demographic patterns. Contemporary Indian consumers now want to shop at a place where they can get varied food
choices and modes of entertainment along with a vibrant shopping experience, all under one roof. Another crucial reason
for the growth of the country‘s retail market is the entry of many Indian companies in it. For instance, the Reliance
Industries Limited plans to invest US$ six billion in the retail industry by opening a thousand hypermarkets and fifteen
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hundred supermarkets. Thus, it can be seen that the retail market in the organized sector is growing with increasing the
number of malls to about 300, supermarkets to 1500, and departmental stores to 325. Pantaloons are another Indian
company which plans to increase its retail space to 30 million square feet with an investment of US$ one billion. Also,
Bharti Telecoms is in talks with the global giant Tesco for a £750 million joint venture. A number of global retail giants
such as Wal-Mart, Carrefour, and Metro AG are also planning to invest in the Indian retail market. These major entries in
the Indian organized retail market are expected to cause its rapid growth. However, for this growth to be sustained, it is
imperative that Indian retailers and the government make combined efforts.
Reliance Fresh:
Bharti Enterprises opened its first retail store, Reliance Fresh store in Punjab in April 2008 and since then, it has expanded
to 220 stores across multiple Indian states: Jammu and Kashmir, Himachal Pradesh, Uttar Pradesh, Rajasthan, Madhya
Pradesh, Chhattisgarh, Maharashtra, Karnataka, and Andhra Pradesh. Consequently, it has stores in over a hundred Indian
towns and cities. Bharti Retail Limited, based in Delhi, wholly owns the brand, while Wal-Mart Stores, Inc. (based in
Arkansas, United States), the largest retailers in the world, provide the required technical and management support for it.
Further, Cedar Support Services, another Indian retail company majorly owned by Bharti Enterprises, provides the real
estate, design, and construction services to Reliance Fresh. Additionally, Future Group, that owns and operates Big
Bazaar, merged retail operations with Reliance Fresh in May 2015, leading to the creation of one of India‘s biggest retail
chains with more than 570 stores across 243 cities in India. Consequently, there are 228 functional stores across three
different formats catering to about 76,000 customers every day. Further, Reliance Fresh has aggressive plans for
expansion and is aiming to have 638 stores by December 2018. Thus, these examples lend further credibility to the
various market trends that point to the rapid growth of the Indian retail industry. Reliance Fresh has 15 hypermarket retail
locations other than 188 general stores. As the combination between Future Retail and Reliance Fresh reveals, the
Reliance Fresh hypermarkets will be re-dedicated as Big Bazaars. Nonetheless, the Reliance Fresh grocery store chain
brand will be held, said two individuals mindful of the improvements. The arrangement is to have only one hypermarket
chain and different market and neighborhood sustenance and basic supply retail organizes, they said. In May, Future
Retail and Bharti Retail Ltd had chosen to join their retail operations to make a Rs15,000 crore company which will then
be demerged into two organizations—a front-end company which will hold the name Future Retail and a back-end
speculations and framework company to be recorded independently as Future Enterprises Ltd. The merger got
endorsement from the Competition Commission of India in August and is presently anticipating court clearances.
II. LITERATURE REVIEW
Chanaka Jayawardhena and Andrew M. Farrell (2009) conducted a research, the purpose of which was to test a
conceptual model of the effects of customer and service orientation behaviours of individual retail employees on
individual customers‘ perceptions of service encounter quality, service quality, value, satisfaction, and behavioural
intentions. The sample (n = 271) was customers of a supermarket in Central India, and they completed questionnaires
following mall intercept. To test the hypothesis, the structural equation modelling using LISREL 8.7 was employed. The
findings were: 1) Service and customer orientation behaviours are positively related to service encounter quality and
service quality; 2) Service encounter quality is positively related to service quality and customer satisfaction; 3) Service
quality is positively related to value perceptions and customer satisfaction; and 4) Customer satisfaction is positively
related to retail customers‘ behavioural intentions. However, value is not related to customer satisfaction. The paper
showed that the retail managers need to train or select retail personnel who are able to perform their roles in a service
oriented and customer oriented way, and value does not appear to be as important to Indian retail customers as it is to
Western retail customers.
Hammad Hassan, Maryam Saeed Hashmi and Zahoor Sarwar (2014) conducted a quantitative field survey study that
examined the relationship between Service quality, Corporate Social Responsibility (CSR), and Customer Purchase
Intentions in the context of multinational Quick Service Restaurant (QSR) chains in Pakistan. The objectives of this study
were to investigate the impact of Service Quality on Purchase Intention with the moderating role of CSR. Based on
convenience sampling due to the lack of a sampling frame, data was collected from 276 walk-in respondents at three
major well-known multinational fast food stores in Faisalabad and Lahore in Pakistan. The results of this study showed
that firstly, service quality has a significant and direct impact on the purchase intention. Secondly, CSR moderates
between Service Quality and Purchase Intentions in the Quick Service Restaurant Industry in such a way so as to
strengthen the relationship between them. It can be argued that this study could contribute a lot to the retail business
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community through understanding the drivers of Customer Purchase Intention and the role of CSR in impacting the
purchase intention. The firm manifesting the CSR role must clearly communicate and promote their activities to the
community to get a positive response. Furthermore, these activities must not give a manipulative reflection or an
impression to increase the prices of the product due to the cost incurred by the CSR activities. Lastly, this study is helpful
for marketers and retailers to apprehend the service quality from the customer‘s perspective. In the future, there is a need
to identify the particular activities among the set of CSR activities, whichare most likely to affectthe purchase intentions
of customers. Dhreeraj‘s (2014) paper explores the perceptions of service quality in the convenience store (c-store)
industry. The study applies the extant SERVQUAL models (Parasuraman, Berry, and Zeithmal, 1988; Dabholkar, Thorpe,
and Rentz, 1996) in a c-store context. The study examines the reliability and validity of the service quality measures in the
c-store context and additionally, models the implication of the perceived service quality on customer satisfaction and
patronage intentions therein. This study also examines the most important dimensions of service in the c-store context.
The results suggest that the perceived service quality positively influences customer satisfaction and patronage intentions
in the convenience store industry. Further, the availability of merchandise and courtesy are the strongest determinants of
patronage intentions and customer satisfaction. According to G.Raghu and Dr.Radha.S,Consumer behaviour is the one of
the significant areas to be focused in today's modern business where there is a need to study the consumption habits. Due
to the change in the way the consumer responds to the retail marketing activities there is a challenge for marketers to meet
their new expectations.The result shows that most of the respondents are female. The customers of Cuppa mostly belong
to the age group of 20-30 years. The appearance of the employee is the most important factor among the tangible factors
followed by the visual appearance of the outlet. The problem-solving tendency of the employees is also among the most
important factors. The café takes care of customer service by operating at convenient hours. The services at the café
exceed the customers' expectations. Among the SERVQUAL dimensions, the employee responsiveness contributes
maximum to the overall satisfaction of the customer along with quality assurance.
Beatson, Amanda T., Lings, Ian, and Gudergan, Siegfried (2008) examined relationship quality as a multidimensional
metaconstruct comprising three dimensions: satisfaction, trust, and commitment. The role of relationship quality in its
nomological network with service orientation as an antecedent construct and consumers‘ positive behavioural intentions,
perceived switching costs, and activism as the consequences wasalso explored. Survey data from 728 travellers were used
employing structural equations modelling to test this conceptualization. One finds that service orientation affects
relationship satisfaction and trust, and that the latter influences satisfaction and commitment. In turn, satisfaction, trust,
and commitment have a positive impact on positive behavioural intentions; trust has a negative one on activism; and
commitment has a positive impact on perceived switching costs. The implications of this conceptual and empirical
understanding of relationship quality were discussed and directions for future research were presented.
Aashish Shashikant Jani (2012) ―identify relative important factors affecting the areas of strength and weaknesses of
public and private sector banks in terms of different technologies offered to customers and future growth of e-channels in
retail banking. Parameters like money transactions, efficiency, financial services, reliability and motivation were used to
find the above. The empirical data from 100 respondents of customers of bank were selected using a survey questionnaire
and hypothesis were framed and tools like Mean, Standard Deviation, Coefficient of Variation, Correlation Analysis and
Z test were used. The result reveals that use of technology inferred a positive perception of customers of public sector and
private sector banks. Dharmalingam et al., (2012) examined to identify and evaluate the gap existing between expected
and perceived services and the areas that need to be improved to deliver superior quality of service in selected new private
sector banks. Service quality dimensions like tangible, reliability, responsiveness, assurance, empathy, access, security
and price and product variety were considered for customer service quality expectations and perception. 8 hypotheses
were taken for the study and a sample of 780 respondents were selected and paired t-test measurement results indicates
that customer‘s highest expectations are in the security and accessibility dimensions and customer‘s lowest expectations
in responsiveness dimensions, largest service gap exists in reliability and price and product variety and smallest service
gap exists in empathy and tangible dimensions.
Mohammad Hosein Moshref Javadi et al., (2012) in their study to evaluate the quality of private banks services provided
to the customers and to measure the customer‘s satisfaction. SERVQUAL six dimensions scale to be measured are
tangible, reliability, responsiveness, assurance, empathy and accessibility the ability to access private banks easily and
conveniently. A pilot survey was conducted for the questionnaire and reliability and validity test satisfies and the final
questionnaire was distributed to the 390 convenience respondent. Six hypotheses were framed for the above and tools like
mean and t test were analyzed and the result indicates that assurance, reliability seems to be most important dimensions
and accessibility and tangibility are the most serious problem and private bank have to improve actions in mentioned
dimensions.‖
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Yasir Shafiq(2013)the main purpose of their paper was to evaluate the hotels' service quality through customer
satisfaction. Theory tells us that if the customers are satisfied then the hotels are providing higher service quality. And
also check that which dimensions of SERVPREF is need to be focused more in Pakistan. For this purpose SERVPERF
tool was adopted and administrative to customers who stayed in the hotels of Faisalabad, Pakistan. The results indicates
that in Pakistan among the five dimensions of SERFPERF the dimension tangible and empathy needed to be focused
more. Mark Munoz (2006) his study examines small/medium enterprises (SMEs) management and employee perceptions
of customer service on a number of dimensions. As the Philippine market becomes more involved with global business,
the importance of service quality increases. The results can be valuable in the formulation of training, sales and
marketing, business development, human resources management, and strategic planning. Implications for practice are
discussed.
Ishfaq Ahmed (2010) the study examines the service quality of the mobile service providers and satisfaction of the
customers with this quality. The study focuses only the SMS service provided by telecom organizations. Service quality is
measured using 5 dimensions and its relationship is determined with customer satisfaction. The data was collected from
331 youngsters who use the SMS service of any company. Correlation and regression analysis are used to analyze the
data. The scores indicate that customers are slightly satisfied from the service quality of SMS service providers where
tangibles and assurance score more than other dimensions and empathy has the lowest score. Dr. Abdelmo'ti Suleiman
Abu Alroub(2012) research aims to identify the impact of service quality on customers satisfaction in the tourist
restaurants in the city of Amman. The researcher developed a questionnaire and distributed them to customers on a
sample of tourist restaurants in the city of Amman, amounted to (120) Single statistically. The results revealed that there
is a significant relation between tangibility, assertion, and empathy and customer satisfaction in the tourist restaurants in
the city of Amman. Geetika (2010) study identifies components of service quality of Indian Railways at railway
platforms. The study is exploratory in nature and uses factor analysis to identify the most important factors of customer
satisfaction with service quality. The research methodology is empirical, and a survey of passengers (customers) was
conducted. The findings reveal that five factors are considered important for determining satisfaction with railway
platforms, the most important of which are refreshments and behavioral factors.
Vibha(2011) paper investigates the various dimensions of service quality and how these dimensions determine customer
satisfaction in Indian banking sector. Using Service performance (Servperf) model, the survey was undertaken in Delhi
with a sample sixe of 318 respondants. Reliability and service interaction were found to be significant variables to
customer satisfaction in India. I-Ming Wang(2006) The study explores overall user satisfaction. A questionnaire survey is
conducted to reveal users' perspectives on service quality. A questionnaire survey is conducted to reveal users'
perspectives on service quality. Based on literature, service quality has five dimensions, which are tangibles,
responsiveness, reliability, assurance, and empathy. The reuslt indicated that the overall service quality has significantly a
positive effect on the overall user satisfaction. G.S. Sureshchandar (2002) presents study to adopt a different approach and
views customer satisfaction as a multi-dimensional construct just as service quality, but argues that customer satisfaction
should be operationalized along the same factors (and the corresponding items) on which service quality is
operationalized. Based on this approach, the link between service quality and customer satisfaction has been investigated.
The results have indicated that the two constructs are indeed independent but are closely related, implying that an increase
in one is likely to lead to an increase in another.
Krishna (2010) research results showed that services offered by retail units have positive impact and are significant in
building customer satisfaction. Findings of this empirical research reiterate the point of view that Service Quality
dimensions are crucial for customer satisfaction in retailing – a burgeoning sector with high growth potential and
opportunities in fast growing economies like India's. Panchapakesan (2010) Patients and attendants treat the interpersonal
aspect of care as the most important one, as they cannot fully evaluate the technical quality of healthcare services. The
study also revealed that the hospital service providers have to understand the needs of both patients and attendants in
order to gather a holistic view of their services.
Hamad Saleem(2014) study is to look at the association between services quality of Pakistani hotel and to scrutinize cause
on customer satisfaction, brand image and customer loyalty. The primary data was collected from 5 and 8 star hotels of
Pakistan. The findings suggested that high quality of services boost up the customer satisfaction and then afterward this
satisfaction will strengthen the customer loyalty. Ram Mohan (2013) study aims to identify the main factors that lead to
customer satisfaction in food retail supermarkets. The main factors are extracted from the independent variables using
factor analysis. Then regression analysis is done taking the extracted factors as independent variables and customer
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satisfaction as dependent variable. Likert scale and multiple choice questions are used in the questionnaire. There are 17
independent variables which by factor analysis are reduced to 5 main factors which are found to significantly impact
customer satisfaction in food retail supermarkets.
III. RESEARCH METHODOLOGY
The data was collected by a self-made well developed Questionnaire; the five point Likert Scale questions were made. All
of the questionnaires were distributed among the respondents in Reliance Fresh stores in Delhi/NCR. The data was
collected by 136 responded in a period of 15 days and the responses were fed into the Statistical Package for Social
Science (SPSS) for analysis and evaluation. The main objective of my study was to investigate the relationship between
employee behavior and consumer purchase intention and to assess the service quality of Reliance Fresh Stores in
Delhi/NCR.
a. Hypothesis:
H10: Customers are not satisfied by Reliance Fresh Employees‘ behaviour.
H10: Customers are satisfied by Reliance Fresh Employees‘ behaviour.
H20: Customers are not overall satisfied by Reliance Fresh service quality.
H2a: Customers are overall satisfied by Reliance Fresh service quality.
H30: Customers are not willing to come back to Reliance Fresh Store.
H3a: Customers are willing to come back to Reliance Fresh Store.
H40: There is no statically difference between male and female regarding the satisfaction level of Reliance Fresh
Employees‘ behaviour.
H4a: There is statically difference between male and female regarding the satisfaction level of Reliance Fresh Employees‘
behaviour.
IV. DATA ANANLYSIS
TABLE 1: RESPONDENT PROFILE
Frequency Percent Valid Percent Cumulative Percent
Gender
MALE 80 58.8 58.8 58.8
FEMALE 56 41.2 41.2 100.0
Total 136 100.0 100.0
Age Group
18-25 20 14.7 14.7 14.7
25-35 52 38.2 38.2 52.9
35-45 36 26.5 26.5 79.4
>50 28 20.6 20.6 100.0
Total 136 100.0 100.0
Personal Income(Annual)
<5Lacs 24 17.6 17.6 17.6
5-10Lacs 56 41.2 41.2 58.8
10-15Lacs 56 41.2 41.2 100.0
Total 136 100.0 100.0
Family Income(Annual)
5-10Lacs 4 2.9 2.9 2.9
10-15Lacs 92 67.6 67.6 70.6
>25Lacs 40 29.4 29.4 100.0
Total 136 100.0 100.0
Occupation
Student 8 5.9 5.9 5.9
Homemaker 36 26.5 26.5 32.4
Service 36 26.5 26.5 58.8
Business 56 41.2 41.2 100.0
Total 8 100.0 100.0
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Out of 136 respondents 58.8% were male and 41.2% were female, which shows are almost equal distribution of
respondent selection. On age parameter 14.7 % were between18-25, 38.2% were between 25-35, 26.5% were between 35-
45 and 20.6% were above 50. This distribution shows that maximum shoppers were between 25-35 age groups.
Respondents income wise distribution shows 24% were having <5 Lacs annual income, followed by the other groups
having more than 5 Lac salary, since respondents were store visitors we can say that higher income customers visit
Reliance Fresh stores more as compare to others. The same trend was seen in family income. Out of 136 respondents
more than 97 % customers were having more than 10 Lac. Family income. The maximum visitors were from Business
background followed by Service class and Homemakers.
H10: Customers are not satisfied by Reliance Fresh Employees‘ behaviour.
H10: Customers are satisfied by Reliance Fresh Employees‘ behaviour.
H20: Customers are not overall satisfied by Reliance Fresh service quality.
H2a: Customers are overall satisfied by Reliance Fresh service quality.
H30: Customers are not willing to come back to Reliance Fresh Store.
H3a: Customers are willing to come back to Reliance Fresh Store.
TABLE 2: ONE STATISTICS
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
I am satisfied with the Reliance Fresh
Employees‘ behaviour
136 3.1471 1.54215 .13224
I will come gain to Reliance Fresh. 136 2.8235 1.25245 .10740
I am satisfied by Reliance Fresh service
quality.
136 3.3824 1.21752 .10440
TABLE 3: ONE SAMPLE TEST
One-Sample Test
Test Value = 3
t df Sig. (2-
tailed)
Mean
Difference
95% Confidence Interval of the
Difference
Lower Upper
I am satisfied with the Reliance Fresh
Employees‘ behavior
-4.100 135 .000 -.47059 -.6976 -.2436
I will come gain to Reliance Fresh. -3.643 135 . 003 -.17647 -.5889 .0359
I am satisfied by Reliance Fresh
service quality
3.662 135 .000 .38235 .1759 .5888
One Sample t-test was conducted to test the first 3 hypothesis.
Hypothesis 1: The p-value in the above table is .000 which is less than significant value .05, so we reject the null
hypothesis in favour of alternate hypothesis and conclude that Customers are satisfied with the Reliance Fresh
Employees‘ behaviour.
Hypothesis 2 :The p value in the above table is .00 which is less than significant value .05, so we reject the null
hypothesis in favour of alternate hypothesis and conclude that Customers are will to come gain to Reliance Fresh.
Hypothesis 3: The p value in the above table is .000 which is less than significant value .05, so we reject the null
hypothesis in favour of alternate hypothesis and conclude that Reliance Fresh Customers are satisfied with the Reliance
Fresh service quality.
H40: There is no statically any difference between male and female regarding the satisfaction level of Reliance Fresh
Employees‘ behaviour.
H4a: There is statically any difference between male and female regarding the satisfaction level of Reliance Fresh
Employees‘ behaviour.
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TABLE 4: GROUP STATISTICS
Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
I am satisfied with the service I
receive from this organisation
MALE 80 2.8500 1.50190 .16792
FEMALE 56 3.5714 1.51186 .20203
TABLE 5: INDEPENDENT SAMPLES TEST
Independent Samples Test
Levene's Test
for Equality of
Variances
t-test for Equality of Means
F Sig. t df Sig.
(2-
tailed)
Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the
Difference
Lower Upper
I am satisfied
by Reliance
Fresh service
quality
Equal variances
assumed
.011 .918 -2.749 134 .007 -.72143 .26239 -1.24040 -.20246
Equal variances
not assumed
-2.746 118.024 .007 -.72143 .26270 -1.24165 -.20121
Independent Sample t-test was conducted to see the ―I am satisfied by Reliance Fresh service quality‖ satisfaction level
among male and female. The p value in the above table is .007 which is less than significant value .05, so we reject the
null hypothesis in favour of alternate hypothesis and conclude that Reliance Fresh Male and Female Customers differ
with reference to their satisfaction level by Reliance Fresh Service quality. The mean score shows females are more
satisfied as compared to male.
Regression:
TABLE 6: MODEL SUMMARY
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .923a
.853 .849 .48632
a. Predictors: (Constant), Reliance Fresh‘s services meets my expectations, I am satisfied with the Reliance Fresh
Employees‘ behaviour, I am satisfied by Reliance Fresh service quality
TABLE 7: ANOVA
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 180.545 3 60.182 254.459 .000b
Residual 31.219 132 .237
Total 211.765 135
a. Dependent Variable: I will come again to Reliance Fresh.
b. Predictors: (Constant), Reliance Fresh‘s services meets my expectations, I am satisfied with the Reliance Fresh
Employees‘ behaviour, I am satisfied by Reliance Fresh service quality
Coefficientsa
Model Unstandardized Coefficients Standardized Coefficients t Sig.
B Std. Error Beta
1
(Constant) 4.275 .166 25.754 .000
I am satisfied with the
Reliance Fresh Employees‘
behavior
-.688 .028 -.847 -24.168 .000
I am satisfied by Reliance
Fresh service quality
.331 .046 .257 7.138 .000
Reliance Fresh‗s services
meets my expectations
-.118 .035 -.126 -3.392 .001
a. Dependent Variable: I will come gain to Reliance Fresh.
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Interpretation:
Multiple Regression analyses was conducted to examine the relationship between revisit of Customer and various
potential predictors. The multiple regression model with all three predictors produced R² = .853, which shows that there is
85% of impact of independent variables on dependent variables.
V. CONCLUSION
The objective of the research was to investigate the relationship between employee behaviour and consumer purchase
intention and to assess the service quality of Reliance Fresh Stores in Delhi/NCR. The results show that there is 85% of
impact of employee behaviour and consumer purchase intention as they would like to visit the store again to purchase
products. Also overall, the customers are satisfied with the Reliance Fresh stores in Delhi/NCR.
As we have seen Customers are satisfied with the Reliance Fresh Employees‘ behaviour, they are satisfied with the
Reliance Fresh service quality they are will to come gain to Reliance Fresh. This is indeed a good indicator for Reliance
Fresh, Based on these findings, I recommend to Easy Store that the number of trips that customers make is the most
important & significant aspect in profiling & differentiating loyal shoppers from non-loyal shoppers. This means that
retailers need to ensure that the customers make repeat visits to their stores. Retailers must ensure that they maintain some
novelty through new products, new schemes etc. which motivates customers to make repeat visits.
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