Table of Content
CHAPTER – 1 INTRODUCTION 2 -15
CHAPTER – 2 CLASSIFICATION OF INDIAN RETAIL SECTOR 16-20
CHAPTER – 3 BUYING BEHAVIOUR 21-34
CHAPTER – 4 ORGANIZED VS UNORGANIZED RETAIL 35-37
CHAPTER – 5 PURPOSE AND SIGNIFICANCE
OF THE STUDY 38- 42
CHAPTER – 6 LITERATURE REVIEW 43-50
CHAPTER-7 METHODOLOGY 51-57
CHAPTER-8 ANALYSIS OF DATA 58-80
CHAPTER-9 FINDINGS 81-82
CHAPTER-10 LIMITATION 83-85
CHAPTER-11 RESULTS AND DISCUSSION 86-88
CHAPTER -12 CONCLUSION 89-93
CHAPTER-13 APPENDIX 94-101
1
Consumer behaviour patterns are influenced by the culture, the psychology, the
social and financial status of the person making a shopping excursion. The success
or failure of the venture is affected by when, where, how and why people make the
decision to go shopping.
This report investigates the differences between the genders when fashion buying
decisions are made. It seeks to determine if there are basic influences affecting
choice. Are they persuaded by advertising in magazines or on television? Do their
friends or celebrities have an influence on their decision? Does their social life play
a part?
Consumer behaviour is the study of why, when, where, and how people either do
or do not buy products. It blends fundamentals of psychology, sociology, cultural
experience and economics. This report covers an investigation into understanding
the gender related buying decision making process, It seeks to find an answer to
the question, why do ladies enjoy shopping and spending money and men do not?
The survey also sought to confirm that women make more shopping visits then
men and spend more money than men at that shopping.
There are a number of additional factors which could also affect consumer
behaviour, shopping enjoyment and spending, these could not all be included in the
questionnaire, due to size and time constraints. Brand loyalty and advertising
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psychology, peer pressure relating to fashion and design, competition between
brands and shops, and price, are all factors which affect the choice of fashion
eventually made. Does a pair of jeans bought from the local market, against a pair
of designer jeans from a designer boutique; really make any difference when all
you are doing is studying.
The other main factor is the internet and the numerous ways of perusing the latest
design fashions and the ease of buying them. Historically men have had a dislike
of buying trips, since emancipation women have taken on the purchasing role
buying the clothes, toiletries etc. For the man. The fashion explosion of the 60’s,
70’s and 80’s with rock and roll, punk and boy bands moved that shopping trend
back to the male. The substantially increased numbers of the female university
population over the same time frame held the balance. However the internet,
releasing the man from shopping trips and making available a whole and
constantly changing choice of fashion products could well now have quite a
different result if this survey was repeated in 3 to 5 years.
INTRODUCTION TO INDIAN RETAIL
INDUSTRY:
4
The sea of change can pull customers in many directions. It is our responsibility to
light the way and take care of them… before the competition does.
RETAILING Means “Re-tailing” to the customers so that they comeback.
Retailing consists of all activities involved in selling goods and services to
consumers for their personal, family, or household use. It covers sales of goods
ranging from automobiles to apparel and food products, and services ranging from
hair cutting to air travel and computer education. Sales of goods to intermediaries
who resell to retailers or sales to manufacturers are not considered a retail activity.
The Indian retail story couldn't have been more different. India has approx 12
million retail stores, more than rest of the world put together. But the per capita
square feet area under retail is just 2 sq.ft or 0.2 sq. meters with fragmented kirana
stores being the predominant players.
Retailing in India has remained in the unorganized sector and largely untouched by
corporate. The first decade of modern retail in India has been characterized by a
shift from traditional channels to new formats including department stores,
hypermarkets, supermarkets and specialty stores across a range of categories.
Modern retail formats have mushroomed in metros and mini-metros, in the last few
years modern retail has also established its presence in the second rung cities.
Thus, exposing the residents of these cities to shopping options, they have never
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experienced before. It has been forecasted that the share of modern retail will
increase from 2 per cent currently, to about 15-20 per cent over the next decade. To
begin with, retailers today will have to support the large retail infrastructure in
terms of Malls and Superstores that are being created. The challenge for leading
retailers shall therefore shift from diverting demand to creating demand.
With all the modern stores offering convenience in terms of an assortment of
products, ambience, service and innovative products, the paradigm shall shift from
competing with the kirana stores to an in-house demand creation. Relevant
experiences from consumer goods companies, which have successfully crafted an
explosion in demand in their sectors, through innovation, consumer driven
strategies, will be head runner. Times are changing. With the GDP at an all time
high and income levels shooting through the roof, the average Indian consumer has
never had it so good. The propensity to consume has reached peaks that had never
been scaled before. Credit cards are flashed with disdain and shopping baskets are
getting bigger all the time. Here are some factors that indicate the potential of retail
in India:
At 271 million, one of the largest consuming base in the world, forming
27% of the total population.
A high spending community below 45 years comprises 81 percent of the
population.
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A young population with 54% population below 25 years
Increased literacy from 44% in 1965 to 70% in 2003
Increase in working women from 1.3 million in 1961 to 4.8 million in 1998.
The first decade of modern retail in India has been characterized by a shift from
traditional kirana shops to new formats including department stores, hypermarkets,
supermarkets and specialty stores across a range of categories. Modern retail
formats have mushroomed in metros and minimetros.
In the last few years, modern retail has also established its presence in the second-
rung cities, exposing residents to shopping options like never before. However,
even as modern retailers garner share from traditional channels, there is a larger
role they would be required to play in boosting consumption levels.Figures suggest
that the total turnover of the sector is around Rs 10 lakh crores, of which 4 percent
is contributed by the organised sector.
The retail sector in India is highly fragmented with organized retail contributing to
only 2% of total retail sales. The retail sector in developed countries was also
highly fragmented at the beginning of the last century but emergence of large
chains like Wall Mart, Sears, and McDonald’s led to rapid growth of organized
retail and growing consolidation of the retail industry in the developed countries.
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Organized retail is growing rapidly and we see the emergence of large organized
retail chains like Shopper’s Stop, Lifestyle, and Westside. We also find retail malls
mushrooming all over the country. The opportunities in retail industry in India will
increase since Indian retailing is on the threshold of a major change.
India retail industry is the largest industry in India, with an employment of around
8% and contributing to over 10% of the country's GDP. Retail industry in India is
expected to rise 25% yearly being driven by strong income growth, changing
lifestyles, and favorable demographic patterns. It is expected that by 2016 modern
retail industry in India will be worth US$ 175- 200 billion. India retail industry is
one of the fastest growing industries with revenue expected in 2007 to amount US$
320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is
expected in the industry of retail in India by growth in consumerism in urban areas,
rising incomes, and a steep rise in rural consumption. It has further been predicted
that the retailing industry in India will amount to US$ 21.5 billion by 2010 from
the current size of US$ 7.5 billion.
Shopping in India have witnessed a revolution with the change in the consumer
buying behavior and the whole format of shopping also altering. Industry of retail
in India which have become modern can be seen from the fact that there are multi-
stored malls, huge shopping centers, and sprawling complexes which offer food,
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shopping, and entertainment all under the same roof. India retail industry is
expanding itself most aggressively, as a result a great demand for real estate is
being created.
TRADITIONAL CONVENIENCE STORES:
Traditional convenience stores are too well established in India than to be wiped
out and besides there is uniqueness in the traditional items that represent the sub-
continent. The retail stores in India are essentially dominated by the unorganized
sector or traditional stores. Infact the traditional stores have taken up 98 percent of
the Indian retail market. Now stores run by families are primarily food based and
the set up is as Kirana or the 'corner grocer' stores. Basically they provide high
service with low prices. If the stores are not food based then the type of retail items
available are local in nature.
The traditional family run convenience stores can take pride in the fact that the
Kirana is the most common outlet forms for the consumers. The tough competition
for convenience stores are coming from organized retail stores dealing in food
items, like:
Apna Bazaar
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Canteen stores
Food World
Subhiksha
Food Bazaar
Convenience Stores are open for long hours and is one of the formats of the
Indian retail stores that cater to basic needs of the consumer. A good example of
such would be Convenio. These stores are found in both residential as well as
commercial markets. The food products of traditional family run convenience
stores are comprised of branded as
well as non-branded items. The benefits of family run convenience stores is that
they give importance to:
Personal touch
Facilities of credit
Quick home delivery
Non-food based stock comprises of multiple and varieties of local brands.
The future of such stores as they face competition from organized sector, would
depend on the following particulars:
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Place and capacity
Diligent area coverage
Disciplined work schedule
Managing turnover
Revenue from assets
Customer service and satisfaction
The traditional family run convenience stores serves the purpose of the housewives
who definitely wants to avoid traveling long distances to purchase daily needs. The
convenience factor in terms of items, among people in general can be highlighted
as below:
Groceries
Fruits
Drug Store
Necessary stationery
As such traditional family run convenience stores are here to stay and cannot be
oversized by the organized retail sector besides, it represents the variety of India.
INDIAN ORGANIZED RETAIL MARKET:
11
Indian organized retail market is growing at a fast pace due to the boom in the
India retail industry. In 2005, the retail industry in India amounted to Rs 10,000
billion accounting for about 10% to the country's GDP. The organized retail market
in India out of this total market accounted for Rs 350 billion which is about 3.5%
of the total revenues.
Retail market in the Indian organized sector is expected to cross Rs 1000 billion by
2010. Traditionally the retail industry in India was largely unorganized, comprising
of drug stores, medium, and small grocery stores. Most of the organized retailing
in India have started recently and is concentrating mainly in metropolitan cities.
The growth in the Indian organized retail market is mainly due to the change in the
consumers behavior. This change has come in the consumer due to increased
income, changing lifestyles, and patterns of demography which are favorable. Now
the consumer wants to shop at a place where he can get food, entertainment, and
shopping all under one roof. This has given Indian organized retail market a major
boost.
Retail market in the organized sector in India is growing can be seen from the fact
that 1500 supermarkets, 325 departmental stores, and 300 new malls are being
built. Many Indian companies are entering the Indian retail market which is giving
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Indian organized retail market a boost. One such company is the Reliance
Industries Limited. It plans to invest US$ 6 billion in the Indian retail market by
opening 1000 hypermarkets and 1500 supermarkets. Pantaloons is another Indian
company which plans to increase its retail space to 30 million square feet with an
investment of US$ 1 billion. Bharti Telecoms an Indian company is in talks with
Tesco a global giant for a £ 750 million joint venture. A number of global retail
giants such as Walmart, Carrefour, and Metro AG are also planning to set up shop
in India. Indian organized retail market will definitely grow as a result of all this
investment
Classifying Indian retail:
(A)Modern Format retailers
1) Supermarkets (Foodworld)
2) Hypermarkets (Big Bazaar)
3) Department Stores (Shoppers Stop)
4) Specialty Chains (Ikea)
5) Company Owned Company Operated (BP)
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(B)Traditional Format Retailers:
1) Kiranas: Traditional Mom and Pop Stores
2) Kiosks
3) Street Markets
4) Exclusive /Multiple Brand Outlets
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(C)Large Indian retailers
1. Hypermarket
1) Big Bazaar
2) Giants
4) Star
II Department store
1) Lifestyle
2) Pantaloons
3) Piramyds
III Entertainment
1) Fame Adlabs
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CLASSIFICATION OF INDIAN RETAIL
SECTOR:
A) FOOD RETAILERS
There are large number and variety of retailers in the food-retailing sector
Traditional types of retailers, who operate small single-outlet businesses mainly
using family labour, dominate this sector In comparison, super markets account for
a small proportion of food sales in India, However the growth rate of super market
sales has being significant in recent years because greater numbers of higher
income Indians prefer to shop at super markets due to higher standards of hygiene
and attractive ambience.
B) HEALTH & BEAUTY PRODUCTS
With growth in income levels, Indians have started spending more on health and
beauty products .Here also small, single-outlet retailers dominate the
market .However in recent years, a few retail chains specializing in these products
have come into the market. Although these retail chains account for only a small
share of the total market their business is expected to grow significantly in the
future due to the growing quality consciousness of buyers for these products.
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C) CLOTHING & FOOTWEAR
Numerous clothing and footwear shops in shopping centers and markets operate all
over India. Traditional outlets stock a limited range of cheap and popular items; in
contrast, modern clothing and footwear stores have modern products and attractive
displays to lure customers. However, with rapid urbanization, and changing
patterns of consumer tastes and preferences, it is unlikely that the traditional outlets
will survive the test of time.
D) HOME FURNITURE & HOUSEHOLD GOODS
Small retailers again dominate this sector. Despite the large size of this market,
very few large and modern retailers have established specialized stores for these
products. However there is considerable potential for the entry or expansion of
specialized retail chains in the country.
E) DURABLE GOODS
The Indian durable goods sector has seen the entry of a large number of foreign
companies during the post liberalization period. A greater variety of consumer
electronic items and household appliances became available to the Indian
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customer. Intense competition among companies to sell their brands provided a
strong impetus to the growth for retailers doing business in this sector.
F) LEISURE & PERSONAL GOODS
Increasing household incomes due to better economic opportunities have
encouraged consumer expenditure on leisure and personal goods in the country.
There are specialized retailers for each category of products (books, music
products, etc.) in this sector. Another prominent feature of this sector is popularity
of franchising agreements between established manufacturers and retailers.
Today trend is the development of integrated retail cum Entertainment centers or
shopping malls. An increasing number of retailers are focusing on malls now as
opposed to stand-alone developments. While the number of shopping malls has
seen a massive surge in the recent past in the metros and their suburbs, the latest
trend in this sector is the increasing focus on providing leisure activities such as
multiplexes, facilities for kids' entertainment, eateries etc. within the mall
premises. Customer less the time consumes and more entertainment with his
family in malls because they within shopping mall number of retail shop and
variety of products and selected the product they want. Good environment in mall.
Less crowed and These are enclosed, air-conditioned, multi-level malls of at least
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100,00 sq ft. Critical to these malls is the concept of the anchor, the key outlet or
store around which other outlets cluster. The most popular Indian anchors include
Shoppers' Stop, Globus, Pantaloon, Lifestyle and hypermarkets like Big Bazaar
and Giant. Cinemas also often anchor malls. Driven by the lucrative tax breaks, the
old single screen theatres are being divided into three-five smaller screens, as was
done in the US, years ago. Example for wave and PVR.
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BUYING BEHAVIOUR
The behavioural paradigm followers accept as true that it is not possible to be able
It is just not possible to study exactly what happens in the consumers mind when
making a purchasing decision because, as we have found, the individuals mind is
just so complex and varies dramatically from individual to individual. Instead
theories of decision making process can help assess what makes the consumer
decide in their buying process they are committed to purchase.
The two different types of paradigm called cogitative and behavioural are utilised
by individual consumers when entering into a purchasing decision.
Firstly, the cogitative paradigm is controlled by the individuals functioning and
rational thought process, these are goal-orientated ways the individual can process
information. The functioning and rational thought process linked closely with the
cogitative paradigm is determined by the way the individual makes their choice by
problem solving and decision making.
to study exactly what goes on in the mind when making a purchasing decision as
the mind is just too complex; so instead a black box is used to help measure the
flow in and out of the mind representing how behavioural patterns occur.
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He has also shown that there are many processes in which the average consumer
should and can experience when making a purchasing decision, to post purchase
but not always in the same order and these are explained here further:
Routinized problem solving: Is when repeated purchasing of the same
product takes place, usually of low cost and limited external knowledge.
Problem recognition: Acknowledging that a purchase must be made to
accomplish a need or want.
Information search: When the consumer collects information that compares
the product before making a purchase decision.
Evaluation: Evaluating the information collected for the purpose of making
an informed purchasing decision.
Decision: In terms of buyer behaviour, making the decision to purchase.
Purchase: When the act of exchange takes place.
Post purchase evaluation: When the product is evaluated and the consumer
decides if they would re-purchase the product.
Straight re-buy: This is a term widely used by B2B when the consumer
decides to re-buy the same product from the same supplier.
Total set: Meaning all the products that are available in the same category.
Awareness set: When the consumer is aware of the available items in the
same category.
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Evoked set: Are the products in the category that the consumer is aware of
and intents to make a purchase choice from as they are at the front of mind.
HOW THE DECISION MAKING PROCESS
WORKS
The process of making a decision can be different for each individual but is largely
accessed on the basis of common decision making traits by the decision making
process. As the decision making process involves the use of thoughts and feelings,
knowledge and past experiences, before the end decision is reached it can be
affected by many external factors such as the opinions of others and previous
behaviour associated with potential purchase.
Integrated marketing communications looks closer at the way the individuals
purchasing and the decision making process is affected by external influences.
IMC is described by Pelsmacker as “The idea behind integrated marketing
communication is coordination of messages for maximum impact.” Pelsmacker
describes this as an impart that is created through the use of synergy. Synergy is
the linkages that are created in the indivduals mind as a result of the messages that
are received to create an impact, described as an impact “beyond the power of any
one message on its own.”
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We have found that the decision making process consists of 5 main stages; the
need of recognition and problem awareness, the use of information search,
evaluation of any alternatives, purchase and the post purchase evaluation. This
model suggests that each individual goes thought the same stages for every
purchase; however for more routine purchases, it can be possible for the individual
to miss out a stage or complete the decision process in the opposite order.
The need for recognition starts the decision making process, by making the
individual recognise a need/problem or simply respond to a marketing based
stimulus by thinking about the decision making process.
Problem awareness prompts the individual to consider how much or little
information is needed. When the need is strongest to purchase, then the individual
could make the purchasing decision to buy straight away; if the need is not strong
then the individual will embark on processing information and will conduct an
information search as Pelsmacker described.
An information search is the main influence on the individual’s decision making
process. The individual may seek to obtain any relevant information from many
different sources, including; family, friends, work colleagues and neighbours.
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Commercial sources including advertising and sales people can also contribute.
Sources considered as public such as newspapers, TV and radio can play a part in
contributing. And finally, experiential sources such like physically handling,
investigating and using the product will play a part in influencing the individual’s
final purchasing decision.
Evaluation of alternatives encourages the individual to assess what else is available
to them in the market place, assessing prices, alternative brands and brand
credibility and benefits/services.
As every individual is different, the helpfulness and influence any sources of
information could be to them will vary by product and individual.
Here the Foote Cone and beldin (FCB) shows how the levels of involvement are
ranked in a grid format.
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Foote Cone and Beldin (FCB) Involvement Grid
Think Feel
Involvement affects all consumers but in different ways. As different individuals
can purchase the same product, their individual levels of involvement will be
different as they are purchasing for different reasons and as the levels of
involvement range from high to low there are always different expected outcomes
as some individual’s levels of involvement could not be described simply as high
or low.
Engel and Blackwell (1982) showed their understanding of involvement levels
based solely on high involvement routine decision making and repeated purchase
1. Informative (Thinker)
Learn-feel-do (Economic
2. Affective (Feeler)
Feel-learn-do (Psychological)
3. Habit formation (Doer)
Do-learn-feel (Responsive)
4. Self-satisfaction (Reactor)
Do-feel-learn (Social
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behaviour in the low involvement products. Where as in the Foote Cone and
Beldin Grid, they have made their understanding on thinking and feeling.
For each factor there are resource implications as the individuals personal self-
esteem can make the complex confusing. For example:
“The purchase of a can of tomatoes, or a carton of milk, should be regarded as
relatively low involvement because it has little financial or social risk attached to
it. By comparison, the purchase of a car or holiday is highly involving. The
potential benefits from the success could be very high but the personal costs of
failing could also be very high. In addition to the product itself being more or less
involving, individuals themselves can have different levels of involvement.”
The individual uses the information obtained to feel involved with the product they
are considering purchasing. So where the involvement is regarded as high, the
individual is more likely to carry out an extensive evaluation.
The post purchase evaluation is the final stage in the purchasing decision. If the
individual is not entirely happy with the purchase they have made they may think
that an alternative would have been better, this is called ‘cognitive dissidence’.
When cognitive dissidence has taken place it is common that the individual will
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not repurchase straight away and will often choose a different brand when making
a similar purchase in the future.
CONSUMER BEHAVIOR AND RETAILING
DECISIONS
Consumer behavior refers to the mental and emotional process and the observable
behavior of consumers during searching, purchasing and post consumption of a
product or service. Consumer behavior involves study of how people buy, what
they buy, when they buy and why they buy. It blends the elements from
psychology, sociology, sociopsychology, anthropology and economics. It also tries
to assess the influence on the consumer from groups such as family, friends,
reference groups and society in general. Buyer behavior has two aspects: the final
purchase activity visible to any observer and the detailed or short decision process
that may involve the interplay of a number of complex variables not visible to
anyone.
FACTORS AFFECTING CONSUMER BUYING
BEHAVIOR
Consumer buying behavior is influenced by the major three factors:
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Social Factors
Psychological Factors
Personal Factors.
A. Social Factors
Social factors refer to forces that other people exert and which affect consumers’
purchase behavior. These social factors can include culture and subculture, roles
and family, social class and reference groups.
B. Psychological Factors
These are internal to an individual and generate forces within that influence her/his
purchase behavior. The major forces include motives, perception, learning, attitude
and personality.
C. Personal Factors
These include those aspects that are unique to a person and influence purchase
behavior. These factors include demographic factors, lifestyle, and situational
factors.
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Consumer decision-making process generally involves five stages:
Information Search
Problem Recognition
Purchase Action
Alternative Evaluation
Post purchase Actions
consumer Attribute affecting choice of format between organized and unorganized
Retail
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RETAIL OUTLET SELECTION AND BRAND
SELECTION:
There are three fundamental patterns, which a consumer can follow and they
could be:
(I) Brand first, retail outlet second
(ii) Retail outlet first, brand second
(iii) Brand and retail outlet simultaneously.
A consumer wanting to buy a car may collect information on brands and purchase
it from a retail outlet based on his perception of price offered or after sales service
provided by the outlet (typically, search for information on brands is followed by
retail outlet selection in durables). In certain product categories, especially where
`category killers' exist, consumers may think of the retail outlet initially and then
the brands (television, refrigerator and audio products retailed through outlets like
Vivek and Co. in the South, could be an example).
One more dimension may be to compare brands in the evoked set at retail outlets
which also exist in an evoked set of their own. This is highly possible, especially in
the Indian context where dealers develop a social relationship with consumers,
especially in semi-urban and rural areas. Primary research could be used to
discover the specific sequence involved in a situation of this kind. A `brand first'
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dimension may need feature-based advertising and a `retail outlet first' dimension
may require a set of point-of-purchase (POP) materials and special training to sales
personnel to recognize the needs of consumers.
Brand first and outlet second: The brand was probably thought of by the
consumers because-
(i) the consumers may not have developed a relationship with any retailer which is
strong enough to get into the `evoked retail set' or
(ii) the brand has got into the evoked set because of advertising or positive word of
mouth. Local advertising with the mention of brand names which have already got
into the evoked set would enable consumers to be `pulled' to the outlet. Primary
research may be required to identify the brands in the evoked set.
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In the developed economies, organized retail is in the range of 75-80 per cent of
total retail, whereas in developing economies, the unorganized sector dominates
the retail business. The share of organized retail varies widely from just one per
cent in Pakistan and 4 per cent in India to 36 per cent in Brazil and 55 per cent in
Malaysia (Table 2.2). Modern retail formats, such as hypermarkets, superstores,
supermarkets, discount and convenience stores are widely present in the developed
world, whereas such forms of retail outlets have only just begun to spread to
developing countries in recent years. In developing countries, the retailing business
continues to be dominated by family-run neighbourhood shops and open markets.
As a consequence, wholesalers and distributors who carry products from industrial
suppliers and agricultural producers to the independent family-owned shops and
open markets remain a critical part of the supply chain in these countries.
Table 2.2: Share of Organized Retail in Selected Countries, 2006
CountryTotal Retail Sales (US$ bn) Share of Organized
Retail (%)
USA 2,983 85
Japan 1,182 66
China 785 20
United Kingdom 475 80
France 436 80
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PURPOSE AND SIGNIFICANCE OF THE
STUDY:
I feel the importance of this study is a contemporary marketing issue as the subject
of how gender affects the decision making and buying behaviour processes is a key
topic area.
They way consumer approach to the buying and decision making process affects
how marketing is being perceived in its effectiveness or ineffectiveness; by only
appealing to one gender and sending the ‘wrong message’ out.
Why Delhi and Noida: The malls and shopping complexes are building here at a
high rate and a large number of population shifted towards this format of retailing
so for my project Delhi and Noida are the appropriate places to go for the research
analysis.
Organized retail has started to spread its roots in the Indian market since past one
decade and is gradually making mark among all sections of the society. This
project report tries to explore the way organized retail has dramatically changed
not only the Indian traditional retailing structure by also the consumption behavior.
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The consumption behavior was examined with the help of a structured
questionnaire. The results show that, for consumers, the shopping mall or variant
of organized retail format is the preferred type of retail store, due to convenience
and variety.
The Indian market has seen vast changes in political, economical and social
environment, which has a great impact on consumption. With the Indian as well as
international corporate entering into the Indian retail scenario the market has been
divided between the traditional and the organized sector. The Indian retail scenario
is presently facing the similar situations as the mom and pop stores in the
developing nations faced at the emergence big box retailers. There are various
issues that need to be addressed, like what would be future patterns of
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consumption, which formats of retail would be preferred by consumers and will the
rise of organized retail affect the traditional retailers.
This study will contributes to the understanding that consumers and retailers in
most cases have different perceptions in relation to store image and shopping
habits, justifying the need for consumer marketing research, which is important in
helping retailers, implement in a real marketing orientation. The study will
examines the choice of format the consumer has when he or she decides to buy a
particular product and also describes the development of organized retail in the
future, focusing on aspects with potential effect on purchasing behavior among the
consumers. The focus is on consumer expectations. The questions were formulated
to capture the overall behavior of the consumers and with the help of the survey
questionnaire the analyses was done. An attempt has been made to explore the way
organized retail has dramatically changed not only the Indian traditional retailing
structure but also the consumption behavior.
To understand the impact and choice of retail format by the consumers a
questionnaire will be used. Three questions were formulated in order to capture the
overall purpose or objective of this section of the research:
1. What are the most favored retail attributes by consumers and how will they
change in future?
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2. How are the conventional and organized retailers perceived?
3. What external forces influence the choice of consumers and how can these
forces be accounted for in future?
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LITERATURE REVIEW
This report examines the effect of gender on consumer behaviour and the
consequence those influences has on fashion choices. It analyses data from
questionnaires to determine the influence of free time activities and the role of
celebrities in the decision making process.
Shopping is also increasingly recognized as contributing to the creation of self-
identity of men and womenand that it is possible for a man to simultaneously
engage in consumer behaviour and maintain his masculine identity.”
Otnes’s theory is that shopping for fashion is no longer seen as a female
prerogative, there is no longer a stigma involved in men choosing fashions. She
believes that this behaviour improves the self esteem, self expression and
confidence of men.
The feminist view of consumer behaviour and fashion is explored by De Grazia,
Victoria. & Furlough, Ellen. (1996) they write that; “Fashion codes and beauty
standards are denounced as akin to purdah, footbinding or the veil – public sexual
impositions on women, which, beyond domesticating women’s drive towards
liberation, constrain them physically and violate their authentic selves. The other
44
side argues that mass consumption liberates women by freeing them from the
constraints of domesticity.”
They hypothesise that pre emancipation, men controlled the finances and
determined the shopping list. Since emancipation, this has changed, along with the
greater numbers of women seeking university education and equality in
employment and financial control.
In a paper on gender related advertising published in Academy of Marketing
Science Review, Putrevu . (2001) argues that wide advertising implications follow
from the differences between genders. He believes, after observation that men,
through pictures and music, benefit from nonverbal reinforcement of the verbal
product message built into an advertisement. He believes that direct verbally
descriptive messages carry more impact for the female.
He goes on to suggest that “The rather strongly held gender identities suggest that
appropriately targeted gender advertisements might be quite effective” This author
believes that this marketing philosophy is very apparent in the design and targeting
of fashion retail marketing and the role celebrities play in those adverts.
In a wide ranging study on gender behaviour titled in 2007, “Men Buy, Women
Shop,”researchers at Wharton’s Jay H. Baker Retail Initiative and the Verde Group
a Toronto consulting firm, determined that women responded more positively than
45
men to personal communication with sales associates. Men were more likely to
react to more practical aspects of the experience, such as good parking, the length
of the checkout line whether the item they came for was in stock.
Some quite emotive phrases are used throughout the literature available on
consumer behaviour
Jennifer Waters , in an article in MarketWatch (2006) believes that “ Men are on a
mission, women on an adventure when shopping.”
Paula Courtney president of the Verde Group talks about “hunters vs.
gatherers” this phrase was published in a paper titled “Men buy, Women Shop”
(2007)
According to Wharton marketing professor Stephen J. Hoch, gender behaviour
when shopping, reflects differences throughout many aspects of life. “Women
think of shopping in an interpersonal, human fashion and men treat it as more
instrumental. It’s a job to get done,” he believes that the data available has
implications for retailers marketing policies so they can design and develop a more
segmented approach to building and maintaining loyalty among male and female
customers.
46
Recognising the large numbers of potential buyers involved based at universities],
Cosmopolitan Magazine has devoted a whole section to influence students fashion
decisions and purchases.
Their February 2011 edition offers discounts for students, 20% off specific lingerie
items, a student shopping soiree, 10 ways to save money at university and 30 days
of Fashion and Beauty to come. The Cosmopolitan magazine is totally female
orientated, covering fashion in clothing and toiletries. The Sunday Times however
caters for all genders in their weekly fashion section. Their February issue has an
article headline “Combine cut-price student fashion with cool”, this offers tips for
obtaining bargain outfits without damaging your credibility.
The OK magazine takes the use of celebrity marketing to the extreme; the whole
content is built around celebrity fashion and influences, mainly female but with the
odd male celebrity article inserted.
The shelves of magazine shops are literally full of female biased fashion
periodicals with basically no male orientated publications, except for ‘pin up’
magazines. Confirming the results of the questionnaire and the gender which is
most influenced by celebrity marketing.
47
Mathew Joseph and Manisha Gupta_September 2008: The Indian retail sector
is booming and modernizing rapidly in line with India’s economic growth. In this
review the author talked about the impact of organized retailing on traditional
retailing. With the increase in number of various formats for shopping like malls,
departmental stores, hypermarkets etc the Indian consumer’s preferences are
changing towards and that’s the reason foreign investors like the king of retail
Wal-Mart also came into the Indian retail ground in collaboration with Bharti.
There is a huge untapped market is present in India right now which contains a
number of opportunities for retailers.
Sen-2000: Store Image and Consumer Shopping Habits: Indian Context: In India,
some empirical studies provide important information about consumer behavior
and its responses to the development of organized retail. Economical and social
changes are major contributors for a growing fragmentation of consumers into
multiple segments with different values and buying priorities. Consumers have
become more pragmatic, educated and demanding, learning how to manage money
and time more efficiently. The focus on low prices was gradually replaced by a
value for money perspective. The study developed by ETIG (Economic Times
Intelligence Group, 2002) confirms these tendencies. Concerning food, the most
important attribute mentioned was quality, followed by price. Indian consumer has
48
different reasons for preferring different store formats, either modern or traditional;
Sen (2000) confirms this in the study undertaken in Indian context. He confirms
that in the case of hypermarkets, the main motives for preferences, in decreasing
order are low prices, the possibility of buying everything in the same place and the
general appearance of the store. Several investigations emphasize the possible
coexistence of different store formats (Chandrasekhar, 2001) and others point out
the relationship between the type of store and the type of products. These studies
show that, while specialized and traditional stores are preferred for fresh products,
hypermarkets are preferred for shopping in general, and also for frozen food,
groceries and beverages. The purchase of perishables in hypermarkets is reduced.
Radhakrishnan, 2003: Traditional Retailers Perceptions about Organized Retail
As already mentioned, organized retail has deeply changed the Indian commercial
structure. However, it is not exclusively responsible, as other changes (economical,
social and cultural ones) have occurred simultaneously. Concerning the more direct
effects of organized retail on different types of commerce, it is possible to verify
that the major impact is felt on traditional retail and, in particular, on the food
sector. The impact of organized retail is also significant on other types of retail,
namely toys, stationery goods and household appliances; moreover, it is probable
that competition gets more intense in other sectors, such as clothing and furniture.
49
RNCOS (March 15, 2009/24-7 press releases): Increasing trend of organized
retailing will drive the growth of convenience-store industry in the world. By 2011,
Asia remains the fastest growing convenience store market in the world as the
major Asian retail markets registered explosive growth in opening up of new
convenience store. Changing consumer preferences, lifestyle and rising income
level, which is heavily influenced by economic growth, remains the major driving
force for c-store industry in the Asian region. as per "Global Convenience Store
Market Analysis".
50
METHODOLOGY
The purpose of this study was to examine whether there were basic differences in
the gender behaviour of students, when choosing items of fashion. It also looked at
the influences of celebrities in fashion advertising and whether this had a bearing
on the choices made by the students.
To obtain the information from which to draw conclusions, a questionnaire
was designed and given to the 10 male and 10 female students, all in a relatively
small age group, to eliminate any age influences. The procedure involved the right
to withdraw and confidentiality related to the data was explained to each
participant.
It was decided to use questionnaires rather than aural interviews to gather the data,
because this author felt that the data would be easier to obtain and collate and then
be easier to represent in graphical format. Interviews are normally held at a pre-
determined time and place, with the interviewer completing a form based on what
the respondent says. Questionnaires usually consist of short closed ended
questions, whilst interviews are often broad open ended ones.
Questions 1 and 2 were age and gender identification. The gender split had been
pre-determined and the age range was chosen to narrow the attitudes and fashion
52
parameters of the participants. In a small sample of this size the input of an older
student, with different fashion perceptions, could have serious effects on the data
integrity.
Question 3 asks how often the students were inspired in their fashion choices by a
celebrity look. This question was the first related to the influence of celebrities in
both a passive i.e. Advertising and non-passive role i.e. Television shows.
Question 4 examines the free time activities of the two genders. Did they mirror
each other or were there marked differences and could the responses to this
question be significant in consumer behaviour.
Questions 5, 7 and 8 were all celebrity biased. What influence did the participants
think a celebrity had on them? If they had money to spend, would that be affected
by the influence of a celebrity and how did they get in touch with the world of the
celebrity. Question 6 asked the question, where did they get their fashion tips
from?
For this study purpose it was found the most effective way of producing a good
quality of validable results using quantitative and qualitative research to gain a
better understanding, first hand, of what today’s consumers are thinking and
experiencing in the consumer market.
53
As stated in the previous chapter, the questionnaire was designed by our
researcher. The questionnaire was reached and created to suit the level of
participants who took part.
Using previous professional, academic and work colleagues the questionnaire was
distributed thought email and posted on a social networking site. We felt both these
avenues would be successful for our study purpose as we could reach a large
amount of our sample.
From the link submitted in the email and social network post, we advised out target
group follow the link to a survey specialist website, where they could fill in the
questionnaire we designed.
We decided to use the survey specialist website for the reason that it was popular
amongst other academics, it is trustiest and overall because it is safe. Safety is a big
issue for consumers online and this is wanted to assure was fine.
Another option for collecting responses to our questionnaire was by post, we
decided against this idea for the reasons, it is slow and costs money; whereas
online is free and fast.
54
After we had reached a suitable number of responses we collected the results. After
the results had been verified and sorted, our researched entered the data in a spread
sheet. The data was then analysed into percentages and made into graphs
The sampling has been aimed at including consumers between the ages of 20-45
because this guarantees that each individual has had experience in different
purchasing scenarios and will be more inclined to be open and honest in their
answers.
Sampling is seen to be appropriate for this study purpose as time and money are a
constraint meaning that a survey of the whole nation would take far too long and
cost far too much money for this study purpose and could ultimately restrict the
data collected to a sample .
The design of the questionnaire will be simple but not basic, with no confusing or
‘trick’ questions. The use of simple language will be used to insure that any
questions will not be misinterpreted.
55
SAMPLING DESIGN
1. Sampling unit Respondents of (few malls)
2. Size of sample 100 respondents
3. Sample Method Random Sampling
4. Types of questionnaire Close ended
TYPE OF DATA:
Data type collected for analysis is PRIMARY i.e. data has been observed and
recorded by the researchers for the first time to their knowledge. Data collected
through journals, newspapers & internet is SECONDARY type.
METHOD OF DATA COLLECTION:
This study is a research which utilizes interrogation and observation method for
data collection. Secondary data was obtained from intensive analysis &
observation. The primary data are those, which are collected afresh and for the first
time, and thus happen to be original in character. The secondary data, on the other
hand, are those which have already been collected by some one else and which
56
have already been passed through the statistical process. Method employed to
collect data is Questionnaire. This is a simple survey conducted by filling in
questionnaire from the people who visit malls.
COLLECTION OF THE PRIMARY DATA:
As this study is of descriptive type, the primary data has been collected through
Questionnaire.
57
ANALYSIS OF DATA:
Data collected through questionnaire is being processed .This processed data is:
a. Age wise distribution:
A) < 20 B) 20-29
C) 30-39 D) > 40
AGE RESPONDENTS
<20 12
20-29 45
30-39 24
>40 18
59
A) <20 [ 12 RESPONDENTS
B) 20-29 [ 45 RESPONDENTS ]
C) 30-39 [25 RESPONDENTS ]
D) >40 [18 RESPONDENTS]
On the basis of above respondents the figures shows that maximum respondents
i.e. 45 out of 100 are young age people. It means maximum no of customers
belongs to young age group.
b. Gender wise distribution:
A)MALE
B) FEMALE
GENDER REPONDENTS
MALE 58
FEMMALE 42
60
A) MALE [ 58 RESPONDENTS ]
B) FEMALE [ 42 RESPONDENTS ]
On the basis of above respondents the figures shows that maximum
respondents i.e. 58 out of 100 are males. It means maximum no of customers
are male in malls due to family responsibility.
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c. Education wise distribution:
A) HIGH SCHOOL B) LESS THAN GRADUATION
C) GRADUATION D) POST GRADUATION
E) PROFESIONAL QUALIFICATION
EUCATION RESPONDENTS
HIH SCHOOL 08
LESS THE GRADUATION 12
GRADUATION 32
POST GRADUATION 32
PROFESIONAL QUALIFICATION 16
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A) HIGH SCHOOL [ 08 RESPONDENTS]
B) LESS THAN GRADUATION [ 12 RESPONDENTS ]
C) GRADUATION [ 32 RESPONDENTS ]
D) POST GRADUATION [ 32 RESPONDENTS ]
E) PROFESIONAL QUALIFICATION [ 16 RESPONDENTS ]
On the basis of above respondents the figures shows that maximum
respondents i.e. 32 out of 100 are graduates and 32 out of 100 are post
graduate. It means maximum no of customers are educated and aware about
retail store.
d. Income wise distribution:
A) LESS THAN Rs 20,000 B) BETWEEN Rs 30,000 TO 40,000
C) BETWEEN Rs 40,001 TO 50,000 D) MORE THAN Rs 50,000
INCOME RESPONDENTS
LESS THAN Rs 20,000 28
BETWEEN Rs 30,000 TO 40,000 48
BETWEEN Rs 40,001 TO 50,000 20
MORE THAN Rs 50,000 12
63
A) LESS THAN Rs 20,000 [ 28 RESPONDENTS ]
B) BETWEEN Rs 30,000 TO 40,000 [ 48 RESPONDENTS ]
C) BETWEEN Rs 40,001 TO 50,000 [ 20 RESPONDENTS ]
D) MORE THAN Rs 50,000 [ 12 RESPONDENTS ]
On the basis of above respondents the figures shows that maximum
respondents i.e. 48 out of 100 are having monthly income between Rs
30,000 to 40,000. It means maximum no of customers are belonging to
upper middle class.
64
1) Which type of place do you visit frequently for your shopping needs?
a. Supermarket b. Wholesaler
c. Local Stores
Shopping area responents
Supermarket 80
Wholesaler 8
Local Stores 12
a) Supermarket [ 80 Respondents]
b) Wholesaler [ 8 Respondents]
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c) Local Stores [ 12 Respondents]
On the basis of above respondents the figures shows that maximum
respondents i.e. 80 out of 100 are agree that they frequently visit shopping
mall for their shopping needs. It means maximum no of customer are
preferred Shopping Malls for purchasing.
2) From where would you prefer to buy products?
a) Single brand store b) Multi brand store
c) Factory outlets d) Local Big Retail Store
Single brand store 24
Multi brand store 60
Factory outlets 4
Local Big Retail Store 12
66
a) Single brand store [ 24 Respondents]
b) Multi brand store [ 60 Respondents]
c) Factory outlets [ 4 Respondents]
d) Local Big Retail Store [ 12 Respondents]
i.e. 60 out of 100 are preferred multi branded store for shopping. It means
maximum no of customers are time conscious and desire for many brand
under one roof.
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3) Which one from malls/ Local Stores (kirana store) is more convenient
for all your shopping needs?
a) Malls
b) Local stores
Malls 72
Local stores 28
a) Malls [ 72 Respondents]
b) Local stores [ 28 Respondents]
68
i.e. 72 out of 100 are preferred shopping in malls for all their shopping
needs. It means maximum no of customers are feels good in shopping for
their needs in malls because they can get everything from there under one
roof.
4) what they o in there free time ?
a) Shooping b) reading
c) sports
Activity male female
Shooping 10 60
reading 20 20
sports 70 20
69
, it can be seen that one third of the ladies spent their spare time shopping, against
one third of the men being involved in some sporting activity. It is also interesting
that none of the ladies listed, used their computer as a free time activity but 40% of
them, answered later, that they kept in touch with the celebrity world online and
60% of them got their fashion tips online.
5) What are the prime factors for shopping in malls?
a) Variety in product. b)Serviceability
c ) Discounts d ) Mode of payment
e ) All
i.e. 100 out of 100 are preferred shopping in malls because of the various
factors which make the whole shopping experience good.
6) What are the prime factors for shopping in kirana stores?
a) Emergency buying [ 65 Respondants]
b) For grocery items only [35 Respondants]
c) Discounts
d) Serviceability
70
i.e. People preferred shopping from kirana stores just when they need
something urgent and grocery items only. It shows the limited shopping
experience one customer have with these stores.
7) What influences your buying selections?
a) Availability of range b) Reasonable price
c) Availability of size e) Customer service
f) Brand name
1st OPTION 30 20 30 8 10
2nd OPTION 22 32 25 10 13
3rd OPTION 20 18 15 14 33
4th OPTION 16 17 19 32 16
5th OPTION 12 13 11 36 28
On the basis of above respondents the figures shows that maximum
respondents are attracted towards the Store due to this ranking-
CUSTOMER SERVICE, BRAND, PRICE, RANGE, SIZE
It means maximum no of customers are prefer to the Malls for customer service.
71
8) What do you look for in a product during your purchase?
a) Price b) Brand Name
c) Customer Service d) Variety available
Price 60
Brand Name 12
Customer Service 16
Variety available 12
72
a) Price [60 Respondents]
b) Brand Name [ 12 Respondents]
c) Customer Service [ 16 Respondents]
d) Variety available [12 Respondents]
i.e. 60 out of 100 preferred price during their purchasing. It means maximum
no of customers are price conscious so maximum customers belongs to
middle class.
9) When do you prefer to shop Most in Store?
a) During Sale b) During Fresh season stock
c) During Discount d) When required
During Sale 18
During Fresh season stock 54
During Discount 24
When required 4
73
a) During Sale [ 18 Respondents]
b) During Fresh season stock [54 Respondents]
c) During Discount [ 24 Respondents]
d) When required [4 Respondents]
On the basis of above respondents the figures shows that maximum
respondents i.e. 60 out of 100 are prefer shopping during fresh season stock.
It means maximum no of customers did not compromise quality with
discount and offers.
74
10) How frequently you visit the Store (wherever you go for the shopping)?
a) <1 month b) 1-3 month
c) 1-6 month d) 1 year
<1 month 60
1-3 month 28
1-6 month 4
1 year 8
a) <1 month [ 60 Respondents]
b) 1-3 month [ 28 Respondents]
75
c) 1-6 month [ 4 Respondents]
d) 1 year [ 8 Respondents]
On the basis of above respondents the figures shows that maximum
respondents i.e. 60 out of 100 are visited the store with in one month. It
means maximum no of customers are visiting the store monthly.
11) What more fascinates you at shopping in malls?
a) Membership Card b) Discount Mailers
c) Parking Facility d) Lucky draw offer
Membership Card 28
Discount Mailers 20
Parking Facility 30
Lucky draw offer 22
76
a) Membership Card [ 28 Respondents]
b) Discount Mailers [ 20 Respondents]
c) Parking Facility [ 30 Respondents]
d) Lucky draw offer [ 22 Respondents]
On the basis of above respondents the figures shows that there are almost
same numbers of respondents agrees for all the facilities provided by malls.
It means every respondent is inclined towards the facilities provided by
malls.
77
12) were the celebrity enorsmend inspire them to uy the product ?
A) YES
B) NO
options Male Female
yes 10 80
no 90 20
78
relate to favourite celebrity influences with a substantial majority of ladies saying
they were positively influenced, whilst the men were the opposite. This was
mirrored in a question relating to having £1000 to spend, would they spend the
money on a celebrity’s product? The majority of ladies saying yes, the majority of
men, answered no.
13) where did they get their fashion tips from?
a)television b) magazines
c) on line d) friends
e) advertisements
source male female
television 10 20
magazines 5 30
on line 30 30
friends 50 10
advertisements 5 10
79
Customer’s preferences for grocery shopping are gradually shifting from
local kirana stores to organized convenience stores.
Age is one of the most important factors responsible for the changing
preference of customers.
Payment through credit cards is increasing purchases from convenience
store.
Brand Choice of customers is changing and this is also influencing shift
from kirana to convenience store. .
Maximum no of customers belongs to young age group.
Maximum no of customers are male in malls due to family responsibility.
It means maximum no of customers having nucleur family.
Maximum no of customers are educated and aware about retail store.
Maximum no of customers are belonging to upper middle class.
Maximum no of customer are preferred Shopping Malls for purchasing.
Maximum no of customers are time conscious and desire for many brand
under one roof.
Maximum no of customers are price conscious so maximum customers
belongs to middle class.
82
Time constraint was a major contributor to limitations of this study, however with
good organisation and an academic thought process the hypothesis has been proven
with some really interesting new facts.
Without sounding patronising, I would assume you would agree that a worldwide
collection of data from the questionnaire would bring in some interesting results,
but as this study only needs to focus on a small majority, we are happy with the
outcome.
Every report has its pros and cons so mine also have some limitations.
They can be pointed as:
Sample size restricted to 100 only which was very less according total
population.
The responses given by respondents were not always accurate because the
respondents gave the response according to their understanding.
Survey is a time consuming process but the time to collect the data for
research was very less.
Sometimes the respondents are not willing to fill the questionnaire and
hence the resultant may not be correct.
84
CHAPTER-11
RESULTS AND DISCUSSION
RESULT AND DISCUSSION
The results of this survey illustrate some quite interesting deviations between
gender
86
Behaviour and their attitudes to fashion purchasing. The age ranges were almost
identical, 18 out of the 20 students questioned being between 18 and 23 years old.
It can be assumed therefore that these students are spending time away from home
for the first occasion, preparing for their adult life, living without help, making
their own budget decisions but having the community and peer pressure of their
fellow undergraduates. The answers to question 3 in that 70 % of the men
surveyed seldom or never were inspired by a celebrity look, whereas 90 % of the
ladies were, sum up the basic differences in consumer behaviour as highlighted by
Wharton that “Men buy, Women Shop” and that women visit shops, not only to
purchase goods but equally to enjoy the experience.
From question 4, it can be seen that one third of the ladies spent their spare time
shopping, against one third of the men being involved in some sporting activity. It
is also interesting that none of the ladies listed, used their computer as a free time
activity but 40% of them, answered later, that they kept in touch with the celebrity
world online and 60% of them got their fashion tips online.
Questions 7 and 8 relate to favourite celebrity influences with a substantial
majority of ladies saying they were positively influenced, whilst the men were the
opposite. This was mirrored in a question relating to having £1000 to spend,
87
would they spend the money on a celebrity’s product? The majority of ladies
saying yes, the majority of men, answered no.
In hindsight there were a few more questions which would have improved the data
information. A question on their fashion definition would have been useful; was it
clothing, footwear or toiletries. How was the shopping done; physical visits,
catalogues, television, charity shops, the internet? How often did they go? How
much money, as a percentage of their income did they spend?
88
The data from the questionnaires confirmed a number of things relating to the
original hypothesis, which was to determine whether there was a difference in
consumer behaviour relating to fashion, between the genders and if so what were
the influences?
The differences were quite specific and at different ends of the available answers.
Female students were very inspired by a celebrity look whereas men were not. In
today’s enlightened society where all sexes took an interest in fashion, cosmetics
and appearance, this cannot be attributed just to a basic desire to look and smell
nice. This author believes the main influence in this area is the ease of use of
internet shopping, where access to the latest designs, bargains, outlets of female
fashion is instantly available at any time of the day or night and with, in most
cases, next day delivery. From the questionnaire responses 75% of the women
replied that they got fashion information from the television or the internet as
against 35% for men. This is quite surprising when it is set alongside the results
that show 35% of the men get their fashion tips from magazines but only 10% of
the women did. However the answer to this apparent anomaly is the availability
and design of online magazines which are as colourful and full of adverts, articles
and photographs as the paper version. They are mainly free to access with but as in
the case of Cosmopolitan magazine some months out of date.
90
A more traditional response was that 70 % of the women would spend £1000, if
they had it, on a celebrity’s product, against 80% of the men who would not.
Considering that this author believes there are few fashion items available, for both
genders, which are not celebrity endorsed, then it would be interesting to determine
where the male £1000 would be spent.
They point out that men make up a significant shopping group and will make
dissimilar shopping decisions to women. They argue that retailers should appeal to
their male customers, by improving the competence of the processes and value
perceptions, associated with the shopping experience. In other words ‘overcome
traditional male hostility’. Once again the results of the questionnaire confirm this.
Men do not like shopping trips ‘per se’ and see them as a chore and an experience
to be avoided. Only 10% of the men responded that they went shopping in their
free time.
In conclusion the evidence obtained from the survey showed quite different
consumer behaviour between the genders especially relating to the influence of
celebrities. Men had different communication avenues to fashion tips and
celebrities, allowing those celebrities to have little or no influence on their
consumer decisions. Women took far more interest in celebrity influences and
were prepared to be persuaded by the celebrities’ attitude. The role of the internet
91
is interesting, the results showing far more interaction between online uses by
women than men. Equally the past relationship with parents was interesting,
showing that neither gender was influenced at all, as far as fashion tips, by their
parents. The conclusions are that celebrity involvement, either by magazine,
online, advertising, television shows or shop fronts does influence the consumer
behaviour of women in relation to fashion but not men.
The customers are attracting towards shopping malls & retail outlets.
The shopping malls & retail outlets are targeting to middle class customers
because the purchasing power of this class is rapidly growing as well as the
class is also growing.
The young generation is fashion & show-off conscious so retail outlets are
mainly focused on them.
Most of the family wants to purchase from big showrooms and malls
because there are no bargaining system so the have a trust that there is no
cheating.
The main strength of most of the retail outlets are providing attractive offers
to attract customers.
92
QUESTIONNAIRE
Questionnaire on Consumer’s changing Buying Behavior.
a. Age wise distribution:
A) <20
B) 20-29
C) 30-39
D) >40
b. Gender wise distribution:
A) MALE
B) FEMALE
c. Education wise distribution:
A) HIGH SCHOOL
B) LESS THAN GRADUATION
C) GRADUATION
D) POST GRADUATION
E) PROFESIONAL QUALIFICATIO
d. Income wise distribution:
94
A) LESS THAN Rs 20,000
B) BETWEEN Rs 30,000 TO 40,000
C) BETWEEN Rs 40,001 TO 50,000
D) MORE THAN Rs 50,000
1) Which type of place do you visit frequently for your shopping needs?
a) Supermarket
b) Wholesaler
c) Local Stores
2) From where would you prefer to buy products?
a) Single brand store
b) Multi brand store
c) Factory outlets
d) Local Big Retail Store
3) Which one from malls/ Local Stores (kirana store) is more convenient for
all your shopping needs ?
a) Malls
b) Local stores
4) what they o in there free time ?
95
a) Shooping
b) reading
c) sports
5) What are the prime factors for shopping in malls?
a) Variety in product.
b) Serviceability
c) Discounts
d) Mode of payment
e) All
6) What are the prime factors for shopping in kirana stores?
a) Emergency buying
b) For grocery items only
c) Discounts
d) Serviceability
7) What influences your buying selections?
a) Availability of range b) Reasonable price
c) Availability of size e) Customer service
f) Brand name
8) What do you look for in a product during your purchase?
a) Price
96
b) Brand Name
c) Customer Service
d) Variety available
9) When do you prefer to shop Most in Store?
a) During Sale
b) During Fresh season stock
c) During Discount
d) When required
10) How frequently you visit the Store (wherever you go for the shopping)?
a) <1 month
b) 1-3 month
c) 1-6 month
d) 1 year
11) What more fascinates you at shopping in malls?
a) Membership Card
b) Discount Mailers
c) Parking Facility
d) Lucky draw offer
12) were the celebrity enorsmend inspire them to uy the product ?
A) YES
97
B) NO
13) where did they get their fashion tips from?
A )television b ) magazines
c) on line d) friends
e) advertisements
98
Goswami. P and Mishra. M, 2009, Would Indian consumers move from kirana
store to organized Retailers when shopping for groceries, Asia Pacific Journal of
Marketing and Logistics, Vol. 20, No. 1
ICRIER journal paper, September 2008
http://ssrn.com/abstract=994238
BOOKS:-
Marketing Management. ----Kotler & Keller
Marketing Management in Indian Perspective
----V. S. Ramaswamy & S. Namakumari
Retail management ---Levy & Weitzs
WEBSITES:-
www.emraldinsight/1355-5855.htm
www.Fibre2fashion.com/industry-article
www.tataretail.com
www.retailindia.net
www.retailyatra.com
www.retailbiz.com
100