This document discusses the growth of superstores in Bangladesh and consumer behavior toward them. It provides background on the history of supermarkets globally and in Bangladesh. Currently there are over 200 superstores in Bangladesh with an annual turnover of about $150 million. The major superstore chains in Bangladesh are expanding rapidly to meet growing demand. Factors like quality, variety, location, cleanliness and competitive prices positively influence customer satisfaction at superstores and ensure their loyalty. The expansion of superstores is expected to provide benefits like stable food prices, more jobs, and better prices and treatment for farmers. However, superstores still face challenges in developing strong supply chains.
A STUDY ON CUSTOMER PREFERENCES TOWARDS ONLINE GROCERY SHOPPING IN BANGALORE ...RAMESH CHAVAN
a study on customer preferences towards online grocery shopping in Bangalore city, this project is related to online shopping and study the customer attitude towards online grocery shopping.
The cutting edge for business today is e-commerce.It means dealing in goods and services through the electronic media and internet. On the internet, it relates to a website of the vendor, who sells products or services directly to the customer from the portal using a digital shopping cart or digital shopping basket system and allows payment through credit card, debit card or EFT (Electronic fund transfer) payments. E-commerce or E-business involves carrying on a business with the help of the internet and by using the information technology like Electronic Data Interchange (EDI).
The internet is being developed rapidly since last two decades, and with relevant digital economy that is driven by information technology also being developed worldwide. After a long term development of internet, which rapidly increased web users and highly speed internet connection, and some new technology also have been developed and used for web developing, those lead to firms can promote and enhance images of product and services through web site. Therefore, detailed product information and improved service attracts more and more people changed their consumer behaviour from the traditional mode to more rely on the internet shopping. On the other hand, more companies have realized that the consumer behaviour transformation is unavoidable trend, and thus change their marketing strategy. As the recent researches have indicated that, the internet shopping particularly in business to consumer (B2C) has risen and online shopping become more popular to many people. According to the report, The Emerging Digital Economy II, published by the US Department of Commerce, in some companies, the weight of e-commerce in total sales is quite high. For instance, the Dell computer company have reached 18 million dollars sales through the internet during the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars total sales were achieved through the internet (Moon, 2004). Therefore, to understand internet shopping and its impact on consumer behaviour could help companies making use of it as a form of doing e-business.
There are many reasons for such a rapid developing of internet shopping, which mainly due to the benefits that internet provides. First of all, the internet offers different kind of convenience to consumers. Obviously, consumers do not need go out looking for product information as the internet can help them to search from online sites, and it also helps evaluate between each sites to get the cheapest price for purchase. Furthermore, the internet can enhance consumer use product more efficiently and effectively than other channels to satisfy their needs. Through the different search engines, consumers save time to access to the consumption related information, and which information with mixture of images, sound, and very detailed text description to help consumer learning and choosing the most suitable product (Moon, 2004). However, internet shopping has potential risks for the customers, such as payment safety, and after service. Due to the internet technology developed, internet payment recently becomes prevalent way for purchasing goods from the internet. Internet payment increase consumptive efficiency, at the same time, as its virtual property reduced internet security. After service is another way to stop customer shopping online. It is not like traditional retail, customer has risk that some after service should face to face serve, and especially in some complicated goods.
A STUDY ON CUSTOMER PREFERENCES TOWARDS ONLINE GROCERY SHOPPING IN BANGALORE ...RAMESH CHAVAN
a study on customer preferences towards online grocery shopping in Bangalore city, this project is related to online shopping and study the customer attitude towards online grocery shopping.
The cutting edge for business today is e-commerce.It means dealing in goods and services through the electronic media and internet. On the internet, it relates to a website of the vendor, who sells products or services directly to the customer from the portal using a digital shopping cart or digital shopping basket system and allows payment through credit card, debit card or EFT (Electronic fund transfer) payments. E-commerce or E-business involves carrying on a business with the help of the internet and by using the information technology like Electronic Data Interchange (EDI).
The internet is being developed rapidly since last two decades, and with relevant digital economy that is driven by information technology also being developed worldwide. After a long term development of internet, which rapidly increased web users and highly speed internet connection, and some new technology also have been developed and used for web developing, those lead to firms can promote and enhance images of product and services through web site. Therefore, detailed product information and improved service attracts more and more people changed their consumer behaviour from the traditional mode to more rely on the internet shopping. On the other hand, more companies have realized that the consumer behaviour transformation is unavoidable trend, and thus change their marketing strategy. As the recent researches have indicated that, the internet shopping particularly in business to consumer (B2C) has risen and online shopping become more popular to many people. According to the report, The Emerging Digital Economy II, published by the US Department of Commerce, in some companies, the weight of e-commerce in total sales is quite high. For instance, the Dell computer company have reached 18 million dollars sales through the internet during the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars total sales were achieved through the internet (Moon, 2004). Therefore, to understand internet shopping and its impact on consumer behaviour could help companies making use of it as a form of doing e-business.
There are many reasons for such a rapid developing of internet shopping, which mainly due to the benefits that internet provides. First of all, the internet offers different kind of convenience to consumers. Obviously, consumers do not need go out looking for product information as the internet can help them to search from online sites, and it also helps evaluate between each sites to get the cheapest price for purchase. Furthermore, the internet can enhance consumer use product more efficiently and effectively than other channels to satisfy their needs. Through the different search engines, consumers save time to access to the consumption related information, and which information with mixture of images, sound, and very detailed text description to help consumer learning and choosing the most suitable product (Moon, 2004). However, internet shopping has potential risks for the customers, such as payment safety, and after service. Due to the internet technology developed, internet payment recently becomes prevalent way for purchasing goods from the internet. Internet payment increase consumptive efficiency, at the same time, as its virtual property reduced internet security. After service is another way to stop customer shopping online. It is not like traditional retail, customer has risk that some after service should face to face serve, and especially in some complicated goods.
The Internet has developed into a new distribution channel and online transactions are rapidly increasing. This has created a need to understand how the consumer perceives online purchases. The purpose of this dissertation was to examine if there are any particular factors that influence the online consumer. Primary data was collected through a survey that was conducted on students and Employees from different part of India. Price, Trust and Convenience were identified as important factors. Price was considered to be the most important factor for a majority of the Customers. Furthermore, three segments were identified, High Spenders, Price Easers and Bargain Seekers. Through these segments found a variation of the different factors importance and established implications for online stores. Mrs. T. Sreerekha | Mrs. R. Saranya | Mr. V. S. Prabhu "Consumer Behaviour in Online Shopping" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5 , August 2019, URL: https://www.ijtsrd.com/papers/ijtsrd26354.pdfPaper URL: https://www.ijtsrd.com/management/marketing-management/26354/consumer-behaviour-in-online-shopping/mrs-t-sreerekha
A Study on Customer Perception on Retail Services in Select Organized Retail ...Sunil Krishna
Organized retailing in India has been maturing by passing
through many trends with the entry of many big players
trying to build and strengthen their retail business. And in
the light of this situation some feel that the perception of
the customer may loose out their existence. The study
revealed that although organized retail is relatively new
concept in the semi urban area, yet a clear cut perception
has been establishes in the minds of shoppers in semi
urban areas like kadapa city, A.P. In this regard, the data
was collected on 11 factors about the organized retail
store.
Kazakhstan possesses a tremendous economic growth potential as the country continues its
transition to a market economy. However, despite huge potential, Kazakhstan has not been able to develop a
competitive economy. One of the main causes is that there are few
A Case Study on Status of Online Shopping in Trivandrum DistrictKumar Suresh Halake
A primary data is collected from online shoppers from different wards of Trivandrum corporation (Kerala) and applied some Statistical tests.
Some predictive tools like Logistic regression, Linear discriminant analysis, Multinomial regression are also used to predict customer type..
Customer experience in supermarkets and hypermarkets – A comparative studyiosrjce
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
An Evaluation of the Effect of Consumer Characteristics on Retail Format Patr...Dr. Amarjeet Singh
Consumer is prime factor in retailing. A customer
can adapt various buying roles like initiator, influencer,
decider, buyer, preparer, maintainer and disposer in
purchasing and using the products. Buying behavior helps
marketers learn the intensity and degree of involvement of
customers in purchasing the products. Studies that link
customer service to factors such as demographic,
psychographic characteristics and store format choice are
rather limited and under studied despite the fact of the
discovery that individual characteristics of consumers
influence their shopping behavior. Despite its importance
and its contribution toward better understanding of
consumer purchasing behavior, there is still lack of research
in this area especially in the retail sector. In validating the
measurements and investigating 650 questionnaires were
filled by shoppers. The research concluded with a
discussion on management implications as well as
recommendations that suppliers should supply the good
in shopping malls through considering their demographic
and psychographic responses.
Consumer Trust and Perceived Risk in B2C E CommerceTanzir Islam
This is a presentation created by a group of students of Institute of Business Administration, University of Dhaka for their term paper for the course Research Methods.
Topic of the research paper: Consumer Trust and Perceived Risk in B2C E-commerce
Service Quality Influence on Customer Satisfaction: In the Case of Mongolia O...ijtsrd
According to the Communications Regulatory Commission of Mongolia report, in recent years, the number of online trade sectors in Mongolia has increased at a rapid pace. The purpose of the research is to investigate the relationship between service quality and customer satisfaction in the online trade market in Mongolia. The research was attended by a total of 200 participants. Research questions and objectives were set, alongside the hypothesis that was developed and tested. In order to determine the relationship between service quality and customer satisfaction were using descriptive statistical analysis and regression analysis. According to the result shows, online trade sector service quality effect on positive customer satisfaction. Therefore, the e commerce sector should focus more attention on service quality, because of its effects on customer satisfaction. It is also recommended that the e commerce sector should welcome suggestions from customers. Ganbaatar Otgontsetseg | Batkhuyag Sukhbat "Service Quality Influence on Customer Satisfaction: In the Case of Mongolia Online Trade Sector" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-1 , December 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29741.pdf Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/29741/service-quality-influence-on-customer-satisfaction-in-the-case-of-mongolia-online-trade-sector/ganbaatar-otgontsetseg
The Internet has developed into a new distribution channel and online transactions are rapidly increasing. This has created a need to understand how the consumer perceives online purchases. The purpose of this dissertation was to examine if there are any particular factors that influence the online consumer. Primary data was collected through a survey that was conducted on students and Employees from different part of India. Price, Trust and Convenience were identified as important factors. Price was considered to be the most important factor for a majority of the Customers. Furthermore, three segments were identified, High Spenders, Price Easers and Bargain Seekers. Through these segments found a variation of the different factors importance and established implications for online stores. Mrs. T. Sreerekha | Mrs. R. Saranya | Mr. V. S. Prabhu "Consumer Behaviour in Online Shopping" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5 , August 2019, URL: https://www.ijtsrd.com/papers/ijtsrd26354.pdfPaper URL: https://www.ijtsrd.com/management/marketing-management/26354/consumer-behaviour-in-online-shopping/mrs-t-sreerekha
A Study on Customer Perception on Retail Services in Select Organized Retail ...Sunil Krishna
Organized retailing in India has been maturing by passing
through many trends with the entry of many big players
trying to build and strengthen their retail business. And in
the light of this situation some feel that the perception of
the customer may loose out their existence. The study
revealed that although organized retail is relatively new
concept in the semi urban area, yet a clear cut perception
has been establishes in the minds of shoppers in semi
urban areas like kadapa city, A.P. In this regard, the data
was collected on 11 factors about the organized retail
store.
Kazakhstan possesses a tremendous economic growth potential as the country continues its
transition to a market economy. However, despite huge potential, Kazakhstan has not been able to develop a
competitive economy. One of the main causes is that there are few
A Case Study on Status of Online Shopping in Trivandrum DistrictKumar Suresh Halake
A primary data is collected from online shoppers from different wards of Trivandrum corporation (Kerala) and applied some Statistical tests.
Some predictive tools like Logistic regression, Linear discriminant analysis, Multinomial regression are also used to predict customer type..
Customer experience in supermarkets and hypermarkets – A comparative studyiosrjce
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
An Evaluation of the Effect of Consumer Characteristics on Retail Format Patr...Dr. Amarjeet Singh
Consumer is prime factor in retailing. A customer
can adapt various buying roles like initiator, influencer,
decider, buyer, preparer, maintainer and disposer in
purchasing and using the products. Buying behavior helps
marketers learn the intensity and degree of involvement of
customers in purchasing the products. Studies that link
customer service to factors such as demographic,
psychographic characteristics and store format choice are
rather limited and under studied despite the fact of the
discovery that individual characteristics of consumers
influence their shopping behavior. Despite its importance
and its contribution toward better understanding of
consumer purchasing behavior, there is still lack of research
in this area especially in the retail sector. In validating the
measurements and investigating 650 questionnaires were
filled by shoppers. The research concluded with a
discussion on management implications as well as
recommendations that suppliers should supply the good
in shopping malls through considering their demographic
and psychographic responses.
Consumer Trust and Perceived Risk in B2C E CommerceTanzir Islam
This is a presentation created by a group of students of Institute of Business Administration, University of Dhaka for their term paper for the course Research Methods.
Topic of the research paper: Consumer Trust and Perceived Risk in B2C E-commerce
Service Quality Influence on Customer Satisfaction: In the Case of Mongolia O...ijtsrd
According to the Communications Regulatory Commission of Mongolia report, in recent years, the number of online trade sectors in Mongolia has increased at a rapid pace. The purpose of the research is to investigate the relationship between service quality and customer satisfaction in the online trade market in Mongolia. The research was attended by a total of 200 participants. Research questions and objectives were set, alongside the hypothesis that was developed and tested. In order to determine the relationship between service quality and customer satisfaction were using descriptive statistical analysis and regression analysis. According to the result shows, online trade sector service quality effect on positive customer satisfaction. Therefore, the e commerce sector should focus more attention on service quality, because of its effects on customer satisfaction. It is also recommended that the e commerce sector should welcome suggestions from customers. Ganbaatar Otgontsetseg | Batkhuyag Sukhbat "Service Quality Influence on Customer Satisfaction: In the Case of Mongolia Online Trade Sector" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-1 , December 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29741.pdf Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/29741/service-quality-influence-on-customer-satisfaction-in-the-case-of-mongolia-online-trade-sector/ganbaatar-otgontsetseg
There has been a tremendous amount of
literature and discussion on retail formats and present concern
seems to be the viability of various formats, particularly in
the Indian context. Whereas the idea of retailing has caught
up the fancy of corporate investors including some of the big
names in the Indian corporate world, and many of them have
diversified, integrated and changed various operating
parameters with respect to improving the service efficiency and
quality, the main question remains as to the profitable
operating format, size and display characteristics.
Transferring and applying manufacturing principles and
practices to improve both service efficiency and service
quality is an important area of research in service operations.
Research work advances this stream of research by examining
the compatibility of operating efficiency and service quality.
Specifically, our research paper addresses the following
questions: Do operating efficiency and service quality have to be
traded off, or can they exist in unison (are they compatible)
What aspects of service quality have a stronger association
with operating efficiency? How synergies from a combination of
retail formats can be used to optimize profitability of retail
operations? Overall, our analyses suggest important strategic
decision-making implications for service operations managers
and provide novel insights for academic research.
Whereas the operating margins and profits have not given
any incentive for promoters to invest in organized retail
business, the Indian retailers have been on the lookout for a
successful formula for increasing margins and profits. The
future of Indian retailing will hinge on finding a suitable
answer by any means: Be it a joint venture or cooperative
effort; or an integrated effort with the participation of
multiple retailers under one roof and making use of synergies
and cost efficiencies to improve bottom lines – which
incidentally is the most important concern of organized retail
industry. The future of Indian retailing in the organized
formats is still a question mark; but as the industry goes through
the evolutionary process we need to wait and see what the
future holds for this upcoming industry as it is promising for
employment opportunity! Developments in social centric
marketing techniques and social networking will have a profound
influence
Final dissertation paper vishal paul 20152032_ibm 2015Vishal Paul
The retail industry in India has begun to evolve at a very large scale which has led to transform other large economies. With the introduction of liberalization of consumer goods in India in the 1980’s, the retail industry has started to grow through the 90’s and has impacted the Indian society as well as the minds of the Indian consumers affecting their consumer behaviour pattern.
The main concept of retail which is basically the communication or interaction between the consumers and the shopkeepers, has evolved through the past years. Starting from the traditional retail shops and local vendors to multi-national brand outlets, like the big MNCs - Big Bazar, Shoppers Stop, Life Style etc. and other departmental stores.
The main objective is to see the various parameters or factors that have influence a particular buyer’s or consumers reason to visit a particular retail shop which in return has led to the shop’s turnover (in terms of sales and profits) which ultimately leads to overall success.
So, my research will include why these departmental stores or retail stores are emerging to be every consumer’s priority lists especially the middle-class family, amongst the shopping spree in Kolkata, as the consumers seem to gain immense pleasure of convenience and exposure, everything under one roof, in their hustle bustle life. Also, to assess the consumer behaviour pattern of those consumers - why they tend to choose between a branded retail shop and a local retailed shop. Also, to see the differences between a loyal customer and a new customer. Lastly, to see how the generation gaps plays a huge role in shaping one’s buying pattern – whether the new generation tend to shop from the old local retail stores which their parents or family tradition has been following or they tend to opt for the new branded retail outlets for their own consumption.
Also it has been seen that some of the customers have a perception that these new branded shiny retail stores are very much expensive and only high income group of people can afford those, but the actual scenario is not quite true. Shops like Big Bazar and Shoppers Stop as well as West Side – their main aim is to target the middle-class families of the society and these stores are genuinely making constant effort in making those confused consumers to visit those stores at least once during the sale period or the discount offers.
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.
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.
According to "Tata Strategic Management Group (TSMG) " The organized Food & Grocery retail in India could grow to Rs. 1750 Billion (at current prices) by 2015 representing ~11% of overall F&G sales.However to achieve that, The Indian retail faces several economic structural challenges both across the demand side and supply side.This presentation by BCG analyses some of indian retail trends these sectors-
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The bangladeshi consumer behavior and attitude toward superstores
1. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 4, No.8, 2012
The Bangladeshi Consumer Behavior and Attitude Toward
Superstores
Mohammad Abul Kashem*
E-mail of the corresponding author: mak.mktg@yahoo.com
* Lecturer, School of Business, University of Information Technology and Sciences (UITS), Bangladesh.
Abstract
Superstores introduced a whole new experience in the shopping of daily necessities. They offered quality products at
a stable price in safe and clean environment in order to survive and achieve profitability. Although there are many
factors which relate to customer satisfaction, but most of previous empirical research in this field tended to
emphasize on quality products, products variety and special products, location, hygienic environment, hassle free
shopping and freshness , competitive price, service and layout of the store. The purpose of the study is to identify the
role of each of the factors to respond to customer requirements to satisfy customers and what and how they behave in
the market place toward these factors. The totality of their movement toward the factors and attitude, the researcher
liked to demonstrate here. The questionnaires were developed from many previous researches. The data was
collected from 50 customers of 5 superstores in Chittagong. The result of this study shows that the factors have
positive relationship with customer satisfaction those in terms ensure store loyalty. Therefore, the superstores should
consider product and store service factors as the foundation to satisfy customer and to improve service quality as an
add-on value to customer.
Keywords: Superstore, Consumer Behaviour, Attitude, Demographic factors.
1.1 Introduction
Organized retail is booming and creating huge opportunity for enterprises. Retailers though sell other companies’
products work out their own marketing strategies fixing their own target market towards providing customer
satisfaction separately. Retail stores irrespective of product line and relative prices emerge in all shape and sizes,
such as Specialty stores, Department stores, Supermarkets, Superstore, Convenience stores, Discount stores and Off-
price stores (Armstrong, 2006; Rahul, 2007; Jeevananda, 2011). With the aggressive growth plans of super center
competition and a fragmented state of the grocery stores are being faced with new challenges (Mc Taggart, 2004). In
this perspective, McKinsey suggested considerable factors for retail business are range, price, expertise, convenience
and experience. Out of the factors, price has comparatively much importance in any business strategy in the dynamic
business environment. Moreover, today’s retailing revolutionizing through online influence investors and
entrepreneur to revamp accordingly to be effective with understanding the customer behavior. It is also worth
mentioning that price element and the factors related to dramatize revolution should keep in mind to the retailers or
service providers (Rahul, 2007; Nagle and Holden, 2002).
Customer satisfaction foot-print is routed with customer expectations and the actual service experience. The degree
of satisfaction equates through their nature and crossing tendencies. Marketing scientists prove that satisfying and
keeping current customers is more profitable than having to win new ones. Undoubtedly, this is the key factor to
focus and to success for any retail store or business. To pay heed on the degree of satisfaction, the factors affecting
satisfaction are very imperative to both service-oriented and product-oriented organizations to discern because
satisfied customers are most likely to be loyal and to ensure repeat orders ( Kotler, 2010; Jeevananda, 2011).
1.2 Literature Review
1.2.1 History of Supermarket:
Supermarket diffusion in developing countries has occurred in three waves, so far, starting in the 1990s with much of
South America, East Asia (outside China) and South Africa. This was followed by a second wave in the mid-to-late
1990s, including Mexico, Central America and much of Southeast Asia. In the late 1990s and early 2000s, a third
wave hit China, India and Vietnam (www.wikipedia.com).
According to Thomas Reardon, a professor at the Department of Agricultural, Food and Resource Economics at
Michigan State University, Bangladesh is part of a fourth wave that just barely has emerged in the last few years.
85
2. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 4, No.8, 2012
Other countries at a similar stage are Cambodia, Bolivia and certain countries in West Africa. The American
researcher feels it is likely that the diffusion of supermarkets will be quite slow for the fourth wave, compared to the
first three waves. The reason is that the key socioeconomic changes necessary for a change in the retail environment
are happening in Bangladesh at a pace much slower than, for example, in India (Dieter Bachmann, 2010; BSOA,
2011). These changes acting as a driving force behind supermarket diffusion include increasing urbanization,
increasing number of women working outside their home (which leaves them with less time for shopping of
essentials), and increasing incomes per capita.
By the estimates of Ashok Gulati, director of International Food Policy Research Institute (IFPRI), it will probably
take another decade or two, until supermarket diffusion in a country like Bangladesh is appreciable, meaning that
roughly around 20 to 25 percent of retail sales are made through this channel. “But the time for South Asia seems to
have come,” he adds. “Just look at the expansion of Cargills Ceylon in Sri Lanka.” That retailer has more than 120
food-supermarkets all over the country (Dieter Bachmann, 2010; BSOA, 2011). In fact, Sri Lanka with a population
of over 20 million people has 240 supermarkets, while Dhaka with its 15 million inhabitants does not even have 50
such stores. Not so quickly though in the developing countries like Bangladesh, it was only in 2001 that the first
supermarket got started in the capital city Dhaka by the name and style of Agora. Closely followed by Nandan to
make a mention. Other smaller ones sprang up on the success of the trend setters, out of which Agora, Meena Bazar,
CENTEL, Fresh N’ Near, PQS five, Prince Bazar, Nandan and Swapno are worth mentionable.
1.2.2 Current Market Scenario:
Superstores are set to boom in the country as the current market players are planning to open several hundred more
outlets in the next few years to cope with the rising demand from the consumers. With a strong 15-20 per cent annual
sales growth, about 30 companies with more than 200 outlets have already made foray into the industry. The annual
turnover of the superstores now stands at around Tk 15.0 billion (1500 crore), according to Bangladesh Supermarket
Owners Association (BSOA). Hassle-free shopping environment, hygienic commodities, fresh vegetables, meat and
fish at the supermarkets are earning appreciation of the customers. The supermarket biggies have attempted the
massive expansion drive to attract the shoppers, who still depend on unplanned wet markets to buy their daily
essentials. They say that a rise in organized retailing would offer the consumers hygienic foods at competitive prices,
compared to those offered by retailers in the kitchen markets, where commodities are sold mostly in unhygienic
condition. But a decade ago, the retail-level trade was in the hands of thousands of small traders in the wet markets
and the grocery shops in cities and remained out of the focus of the big business houses. In the past decade, many
small and big supermarkets made debut, successfully attracting middle and upper middle class consumers, a section
of whom are gradually turning to chain stores from the wet or kitchen markets, one of the superstore operators say.
So far, the pace of expansion of the existing key-players in the supermarket business has been rather slow. Agora,
Meena Bazar, Nandan and PQS have no more than a handful of stores. Many plan to expand their business, but quite
a few difficulties arise when launching a superstore-chain in Bangladesh. From the all existing, Dhaka-based Agora
now runs four outlets, Meena Bazar nine including seven in Dhaka, PQS five, Prince Bazar two, Nandan five and
Swapno 70 including 30 outside the capital. Bangladesh Rifles (BDR) also runs 11 stores in the capital.
“It is a good sign. Expansion of outlets will boost consumer’s confidence and help create a market for
manufacturers,” Niaz Rahim, president of BSOA. He also said once the supermarket culture is established, the
commodity prices also will stabilize. The supermarket culture is playing a vital role in generating employment, with
a single store providing jobs to around 50 people, said N. Rahim. “The massive expansion plan by various market
players will open the door for more employment opportunities.” Due to massive expansion of superstores, farmers
will no more be needed to turn to the multi-level intermediation as they will directly contact the chain stores
operators. “As a result, they will no more be cheated,” Zakir Hossain, general secretary of BSOA. Mr Hossain
lamented that they did not get the required assistance from the government, although they were paying taxes. “It
requires Tk 60-70 million to open a small-size store,” he added. (Monira Munni, March 5, 2010.). Organised retailers
in the country are focusing more on strengthening their backward linkage supply chain, a challenge faced by retail
chain shops for products availability. As the superstore concept is not very traditional the superstore biggies have
failed to grow accordingly mainly due to proper and sufficient supply chain management, top retailers said. The most
organised and disciplined retailers are trying to maintain their own supply chain management to bring fresh and
quality products to the store in urban area from root level farmers directly. (Monira Munni, October 30, 2010). Syed
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Ferhat Anwar, who teaches marketing at Institute of Business Administration at Dhaka University, said a rise in
supermarkets would give consumers more choices and allow them to choose independently. “It will increase
consumption and help boost economy,” he said, “But the question is if the market is going to be saturated for too
much increase in the number of supermarkets.” Ferhat however said organized retail shops might lead to an
improvement in quality and services in the wet markets. (Sohel Parvez, 2009).
However, a majority of Bangladesh customers will not change their shopping habits anytime soon. At least this is
what the leading academic researchers in this field view.
1.3 Objectives
This study aims to portrait present condition and opportunities of supermarket culture and also the customer’s
opinions toward different services provided by existing supermarkets. But the specific objectives of this study are –
i. To constitute Customer profile by demographic data, such as identification (name, address, and
phone no.), sex, marital status, name of family members, ages, income, occupation, no. of children
present, home ownership, length of residence, no. and make of car owns.
ii. To identify factors that lead consumers to shop at specific superstore and the impact of location for
the same.
iii. To uncover the relative importance attached to each of the factors selected as the choice criteria
utilized in selecting a department store.
iv. To discover Attitude of customers toward specific superstore toward product quality, product
assortment, customer services, services of the store personnel, and the like.
v. To find out the mostly shopping items particularly from the superstore.
vi. To trace out the degree of customer satisfaction, store loyalty and the recommendation to others.
vii. To calculate rating of the stores by their customer.
Furthermore, the study will help the sponsors to determine consumer perceptions and preferences for the superstore,
and areas of weakness identified in terms of specific factors influencing choice criteria
1.4 Methodology
At the very outset to single out the aspects of the subject matter, two types of data sources were utilized. In this way,
the abstracting and indexing journals published or unpublished were selected as first place to go. Academic journals,
annual report, BSOA (Bangladesh Supermarket Owners Association) reports, conference proceedings, government
reports, books and finally the current and available information from the newspapers were tapped depending upon
the nature of the problem. The primary data were collected particularly through survey. The selected sample
superstores were only five in numbers namely Khulshi Mart, Swapno, Well Mart, Agora and Meena Bazar, and
samples selected bases are the availability of the varieties of essential commodities, Household, Home appliances,
Cosmetics & Toiletries, Meat & Fish, Fruits, Groceries, Dairy, Bakery, Vegetables, and other necessities at the stores.
The no. of respondents is at least 10 customers from each of the superstore and selected randomly that is
convenience sampling. Hence, 50 is the sample size in total. There were many survey respondents that left certain
questions blank and consequently the frequency distributions do not add to the total number of customers surveyed
the calculated percentages reflect only portions of the answers to the question. The respondents were met during
shopping (Mall intercept personal interview technique) as well as after or before shopping which one found suitable.
After the data collection, the raw data were categorized through coding, tabulation and drawing statistical inferences
based on the computation of various percentages and averages etc. by applying various well defined statistical
formulae like arithmetic mean and relative frequency as well.
1.5 Analysis and Findings
1.5.1.1 Customers Demographic Profile (Age-wise sample participant) [Table # 1 (a)]
All age’s people ranging from 18 years to 48 years or over were purchased commodities from superstores where
maximum no. of respondents (32%) from 28-32 years, and then 20% from 23-37 years, 16% from 33-37 years, 12%
from 18-22 years, and 10% from 43-47 years. Though age groups are almost undifferentiated in all the sample
superstores but the customers aged between 18 to 22 years are frequently purchase from the Khulshi-mart and again
they have so many foreign customers living near especially Srilankan.
1.5.1.2 Customers Demographic Profile (Customers Qualification, Gender and Marital Status) [Table # 1 (b)]
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74% of the total respondents are female and rest of male. Again married person visibility is 66% comparing with
single or others at 34%. The qualification has indicated that the educated people like to get the taste to shop at
superstore.
1.5.1.3 Customers Demographic Profile (Occupation, Credit Card Usage and Car Owns) [Table # 1 (c)]
It is seen that maximum no. of customers is married (66%) and they are mostly from the female side (74%), and from
the occupation point of view they are housewife (48%). Students (26%) are also enthusiastic to purchase goods from
superstore. Again, it is seen that maximum no. of sample customers (72%) is not owned cars and a few of them use
credit card (26%), does not mean that the customers who owns car and use credit cards do not purchase from the
superstore. Actually the tradition of upper class as only the customer of superstore has been changed.
1.5.1.4 Customers Demographic Profile (Experience Customer Base, Purchase frequency in a typical week & Level
of Income) [Table # 1 (d)]
Owing to maximum numbers of customers, both Well Mart and Meena Bazar have most experienced (more than 2
years) customers bearing 55% of their own customers, then Shwapno’s 44% customers have experienced for 1 to 2
years, in Khulshi Mart, 50% of 6 month to 1 year, in Agora- 44% of less than 6 month experience. On an average,
35% customers have 1 to 2 years experience to purchase from superstore. Again, 38% of the sample customers
usually purchase 1 or 2 times in a week, 28% less than once, 10% 3 or 4 times, and 12% frequently purchase. Again
12% of overall customers purchases more frequently i.e. more than 4 times in a week. Being considering specific
category, the customers of the age group between 28-32 years purchase 1 or 2 times (16% of the total respondents).
Considering the maximum no. of customer:
Aged 18-22 years buys less than once in a week (10%),
Aged 23-27 years buys not more than 2 times in a week (12%), and
Aged 33-37 years buys less than once in a week (8%).
Furthermore, Maximum no. of sample customers’ average income varies between tk. 20000 to tk. 80000, where tk.
40000 to tk. 60000 is 32% and 30% is for tk. 20000 to tk. 40000 and 24% owns tk. 60000 to tk. 80000.
1.5.2 Mostly Purchasing Product from each super store [Table # 2 ]
From overall consideration, the maximum no. of sample customers purchases cosmetic and toiletries from the sample
superstores due to the age group responding most between 18-32 years and carries 64% of the total respondents.
Bakery and, Fish and Meat are also the most selling products at superstores. But considering each superstore most
selling that will be varied depending on sample customers characteristics and wants as well. Most selling products
for each superstore are:
Khulshi Mart: Cosmetics, Bakery;
Well-Mart: Fish and Meat, Cosmetics, Vegetables;
Meena Bazar: Bakery, Fish and Meat, Cosmetics and Groceries;
Agora: Bakery, Groceries, Fish and Meat, Cosmetics;
Shwapno: Vegetables, Cosmetics, Fish and Meat, Household, Fruits and Bakery.
1.5.3 Factors affecting consumers to shop at specific superstore [Table # 3 ]
The very first reason of sample customers to purchase from superstore is quality products, products variety and
special products that are 66%, 54% and 52% respectively. The other reasons, by order based on percentages of the
sample customers’ preference, are location (48%), hygienic environment (46%), hassle free shopping and freshness
(36%), competitive price (28%), service and layout of the store (24%). Some customers like to purchase baby food
from the superstores as well. People those who came to purchase regularly from superstore don’t use the home
delivery option as where available. All the stores possess their specialty on gathering certain products by which some
of the customer prefers purchasing from the particular store.
1.5.4 Rating Average by own customer [Table # 4 ]
All the customers are rated their shopping superstore very well, averaged between 71 to 83, out of 100. Actually they
are rated against the usual services offered by the particular store. Above all, the customers of Agora are very
satisfied according to the customers’ responses that are 83% on an average.
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1.5.5 Customer Opinion for offering poor brand mix of an individual product [Table # 5 ]
Most of the respondents are neutrally evaluating the brand mix of different products out of which the maximum no.
goes to the customer of Shwapno (78%). The customers of Agora prefer disagree about offering poor brand mix of an
individual product (82%). On an average all the stores maintain variety in individual product category that’s why
respondents prefer disagree, by order Meena Bazar-73%, Khulshi Mart-60%, Shwapno-22%, and Well Mart-38%.
12% and 9% of the customers of Well Mart and Meena Bazar strongly disagrees to poor brand mix.
1.5.6 Level of Customer Satisfaction based on intention to Repeat Purchase, Recommendation to others and
Satisfaction [Table # 6 ]
In the data and analysis, customers are almost shown their preference as much as possible in the extreme level. The
highly satisfied customers are in Meena Bazar (81%), and then Agora (78%), Shwapno (60%). The customers of
Well Mart (34%) and Khulshi Mart (40%) are not highly satisfied but some of them are expected to be much better
than existing.
1.6 Recommendation
More Outlets: If the superstore introduces more outlets at different places of the city, consumers tend to savor the
neighborhood experience assuming more outlets more customers.
Change in Customer Lifestyle: The store sales will be increased day by day due to making changes in customers’
lifestyle, taste and preferences.
Effective Supply Chain Management for low price offer: With prices of the perishable goods being offered below
the prices of the nearby kitchen markets, it is hoped to convince customers to change the most of consumers
shopping habits. In this regard company can introduce effective supply chain management to make products
available in time and good networking system for direct source to get the products at maximum possible lowest cost
from the farmers avoiding excessive middlemen cost and risk there to. Backward linkage can be the better way to
consolidate the store image and position in order to secure a reliable supply of products identified the farmers who
really grow products.
More Line of Product with More Promotion: The store can begin to catch up a slice of retailing and wholesale
trade to ensure more product and full line of products with promotion.
Intensive Customer Service: To secure the position into the customers mind, promising intensive customer service
and a variety of products assortment along with assuring customers of high standards and guarantees the correct
weight in sales.
Digital Offerings: To launch E-commerce website to enhance customer satisfaction and induce the customers to get
the benefit there to like finding desired products and have them delivered at home. It is expected that maintain the
relationship with customer one step further and be nearer to them at all times.
Discount Card: They can initiate their own selling card so that customers can directly purchase the goods by using it
and offer discount.
Avoid Service Charges, No More Price: They can provide the relief or in some cases some monetary benefit to take
off the additional amount charges for vat and others which have already been paid by the company or inclusive into
the retail price.
Be a Price Leader: To maintain and focus on price leadership in every market can be a better strategy to sustain and
to ensure more sales with the motto of save people money so they can live better.
New Product Assortment: The store can begin to integrate sourcing capabilities to maintain variety of products
assortment.
Everyday Low Pricing Strategy: They can bring in every day low prices (EDLP) philosophy under which products
priced at a low price every day so that customers trust that product prices will not change under frequent promotional
activity.
Promotional options for every bit: Introduce several promotional campaigns like value week, annual sales festival,
and discount at bulk amount purchasing for increase sales and make distinction from other competing stores.
Quality and Freshness Again: To improve in food quality and freshness by using quality controls, better hygiene
and correct storage conditions like cooling and refrigerating.
1.7 Conclusions
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This report documented the demographic overview and customer profile of regular customers of superstores at
Chittagong. Looking at the big picture that the data portrayed, we can conclude that, in spite some problems, the
superstores movement overall worked relatively well. Though the superstore background history as much as not
getting fruit from their targeted market, but the movement of competitors are being paid to make challenges for
future by reducing prices to come closer and significantly differentiate the store one to another. By recompensing
attention to cost-cutting trial and customer service, one can be exceeded expected profits, me-think. If it is possible to
continue dedication to the employees’ and the customers’ needs and maintaining active involvement in the
community, it will be very easy to get the early fruit as they like.
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