EVALUATION ABOUT THE CUSTOMER PROFILE OF

KADIRI HYPERMART

Master Thesis Research Project submitted to Jain (Deemed-to-be University) in

partial fulfillment of the requirements for the award of

Master of Business Administration

Submitted by

Surya Srinivas

Register No.:

19MBAJO141

under the guidance of

Prof. Gopinath C B

Professor

Jain (Deemed-to-be University), Bangalore

2020
 EVALUATION ABOUT THE CUSTOMER PROFILE OF
KADIRI HYPERMART

Master Thesis Research Project submitted to Jain (Deemed-to-be University) in

partial fulfillment of the requirements for the award of

Master of Business Administration

Submitted by

Surya Srinivas

Register No.:

19MBAJO141

under the guidance of

Prof. Gopinath C B

Professor

Jain (Deemed-to-be University), Bangalore

2020
Prof. Gopinath C B

Professor,

Jain (Deemed-to-be University)

CERTIFICATE

I certify that this research entitled “Evaluation about the customer profile of Kadiri
Hypermart” submitted to Jain (Deemed-to-be University) in partial fulfillment of the
requirements for the award of MBA, is a record of independent work carried out by Mr.
Surya Srinivas under my supervision and guidance. This work has not formed the basis
for the award of any Degree and has not been submitted previously to any other
College/University

Bangalore Prof. Gopinath C B

Date Faculty
Mento

2
 DECLARATION

I hereby declare that the Master Thesis Research Project undertaken by me at

“EVALUATION ABOUT THE CUSTOMER PROFILE OF KADIRI
HYPERMART” undertaken by me under the guidance of Prof. Prof. Gopinath C
B (Deemed-to-be University), Bangalore is an independent work.

The report is towards the partial fulfillment of the Master of Business Administration
course of Jain (Deemed-to-be University), Bangalore for the batch of 2019-21.

Bangalore Surya Srinivas

Date:

3
 ACKNOWLEDGEMENT

It’s a privilege to be associated with Kadiri hypermart one of the most respected and
dominant hypermart sector. This acknowledgement is not only the means of formality,
but to me, it is a way by which I am getting the opportunity to show the deep sense of
appreciation and commitment to every one of the general populations who have given
me motivation, direction and help during the planning of project. At the very outset, I
would like to express my gratitude from bottom of my heart to Dr. Manitha dean of the
Jain (deemed-to-be-university) and personnel forgiving me the opportunity to do my
MASTER THESIS RESEARCH PROJECT in this esteemed organization.

I owe to enormous intellectual debt towards Jain (deemed-to-be-university) who helped

to provide me the opportunity to undergo my MASTER THESIS RESEARCH
PROJECT in Kadiri hypermart and my faculty guide professor Prof. Gopinath C B for
guiding and helped me in preceding my project work, which ultimately resulted in
successful completion of my parents, friends, and all well-wishers for blessing me for
my success.

PLACE: BANGLORE Surya Srinivas

DATE:

CONTENT

4
 List of Figure
Executive Summery
Introduction and Review of
Chapter - 1 7 - 25
Literature overview
1.1 Rationale for the Study and Motivation
1.2 Statement of the Research Problem
1.3 Review of Literature
1.4 Identification of Research Gaps
Chapter – II Research Methodology 26 - 32
2.1 Scope of the Study
2.2 Research Objectives
2.3 Framing of Research Hypotheses

2.4 Research Design

2.5 Methods for Data Collection & Variables of
the study

Chapter - III Data Analysis and Interpretation 33 - 57

3.1 Techniques for Data Analysis
3.2 Hypothesis Testing and Methods
3.3 Data interpretation
Chapter – IV Findings and Recommendations 58 - 63
4.1 Research outcome and Findings
4.2 Recommendations
4.3 Limitations of the Study
4.4 Conclusions
4.5 Scope of Future Research

List of illustrations and figures

5
Sl.No. Title Page No.
3.3.1 Graph showing the Gender 35
3.3.2 Graph showing the Age group 36
3.3.3 Graph showing the Occupation 37
3.3.4 Graph showing the income range 38
Graph. how for is kadiri hypermart from your
3.3.5 40
place
3.3.6 Graph. Respondents opinion of kadiri hypermart 41
3.3.7 Graph. Sales promotion by Kadiri hypermart 43
3.3.8 Graph How often to you visit Kadiri hypermart 44
3.3.9 Graph what you by when you visit K.H.M 45
Graph. What type of product are you more likely
3.3.10 46
to buy
Graph. Other than KHM which other shops do you
3.3.11 47
visit
3.3.12 Graph showing the Gender (type-II questions) 48
3.3.13 Graph showing the Age group 49
3.3.14 Graph showing the Occupation 50
3.3.15 Graph showing the income range 51
3.3.16 Which supermarket do you visit at the most 52
3.3.17 Graph. Distance travelled to store 52
Graph. What type of product are you more likely
3.3.18 54
to buy
3.3.19 Graph. Reasons for not visiting Kadiri hypermart 55
Bibliography
Annexure-1

6
 CHAPTER – 1

Introduction and Review of Literature

7
1.1 RATIONAL FOR THE STUDY AND MOTIVATION

The retail part in India is survey a colossal re-establishing workout as conventional

markets clear a path for new configurations, for example, departmental stores,
hypermarkets, superstores and ground stores. Western-style shopping centers have
initiated showing up in metros and taking after rung urban areas alike reporting the
Indian purchaser to a shopping knowledge more than ever.

The division is at an articulation point where the movement of composed retailing and
advancement in the utilization by the Indian tenants is going to take a higher
development flight. The Indian populace is seeing a critical change in its demographics.
Sorted out retail is on unequaled through and through in India. The development is
expanded by different variables, for example, openness of qualified practices, TV
multiplication, different brands which are picking up worth along these lines lovely
industry development, accessibility of different endowment alternatives, controls like
VAT usage to make strategies basic, ocean change in demographics of nation and
universal introduction.

The venture titled, "EVALUATION ABOUT THE CUSTOMER PROFILE OF

KADIRI HYPERMART" was embraced for the very reason for obliging the conduct
of the purchasers, understanding the different components which motivations the
general population to purchase from store retails furthermore to oversee the fulfilment
level of the clients. This report is sorted out into two noteworthy parts.

It includes of Official Synopsis and highlights of the retail segment. It includes of

sections which incorporates a presentation and examines indispensable subjects in retail
industry. The organization profile, its experience and start of the organization. And it
comprises of information variety through organized survey and investigation and
illumination of the same. The discoveries are acquired after the comprehension of
information and recognitions are given. The venture work incorporates gathering
information at store retail locations. The communication was made with the clients to
get their criticism in endorsed position. Incorporate a multi decision and dichotomous
inquiries toward the end, inquiring as to whether they have any additional remarks or
recommendations to make. This preparation helped in knowing client's desire from

8
retail. The conclusions are drawn on the basis of the information gathered from the
customer.

1.1.1 Introduction of kadiri hypermart;

Introduction of Retailing:

Retailing includes all happenings accidental to offering to extreme shopper for their
staff family and family unit use. It does this by arranging their handiness on a
moderately substantial scale and supplying them to clients on a fairly little scale.
Retailer is any individual/association required in achieving the products or stock or
administrations to the end clients. Retailer is an unquestionable requirement and can't
be rejected. The Indian retailing industry is turning out to be strongly aggressive, as
more players are focusing for the same arrangement of clients.

Retailing is one of the central parts and it is seeing insurgency in India. The new
competitor in retailing in India connotes the start of retail upset. India's retail market is
relied upon to become greatly in next couple of years. As indicated by AT Kearney,
The Windows of Opportunity demonstrates that Retailing in India was at opening stage
in 1995 and now it is in development stage in 2008. India's retail market is relied upon
to deliver enormously in next couple of years Retail market is required to grow 10% a
year, with advanced retailing simply starting. This window of chance is helpful for
officials who arrange their business sector particular procedures; the four phases or the
lifecycle of this industry are as per the following:

1.1.2 INTRODUCTION

A presentation is the opening period of a business sector and is one that is simply
entering Global Retail Development Index (GRDI). This record depends on more than
25 large scale monetary and retail–specific variables for example, the nation hazard
incorporates parameters like political danger, financial danger, execution hazard,
budgetary danger and business hazard. The business sector pulls cover retail deals per
capita, urban populace, laws and controls and business productivity. At this stage,
retailers ought to screen and performing high-close evaluations, they ought to anticipate
their entrance methodologies.

9
1.1.3 Industrial profile

Kadiri Hypermart Profile

Organization Name : Kadiri Hypermart

Business Type : Retail
Item Service : Supermarket supplies, nourishment and
refreshments, Fruits and Vegetables
Population : 1,38,161
Households : 32,013
Address : Madanapalli Road, Kadiri Town
Number of Employees : 50
Year of Established : 2019
Primary market : kadiri, Anantapur district
Population of Town : 1,38,161 (projected population)
Population (including Surrounding Mandal. : 4,23,538
Within the radius of 25 Kms)
Other Supermarkets : More, Sri Venkateswara supermarket,
Shoukath supermarket, kavitha
supermarket

Supermarkets are places where one can go for grocery shopping or to purchase other
household items at affordable costs. A supermarket manager will help out the customers
with finding them the right products that they may need, for their personal uses. A
supermarket is usually visited by people who wish to buy groceries and other things.
Supermarkets are home to plenty of national as well as international brands that cater
to the various requirements of the customers. Plenty of supermarkets have on-going
discounts on a particular set of products, on a regular basis. All the items bought here
can be used for plenty of purposes and one’s own time and pace. The supermarkets
usually accept cash in form of payments and cards even on large purchases. Scroll up
to select from the exhaustive range of supermarkets available in Kadiri Town.

Supermarkets in Kadiri Town:

10
With the arrival of supermarkets, the idea of grocery shopping has seen a major change.
Back in the not-so-distant days of yore, you would need to visit different businesses to
buy groceries like a baker for bread, a local greengrocer for their produce, the dairy for
butter and fresh milk, and the general store for preserved and canned food items. You
would normally check for the ‘best grocery shop near me’ before going out for grocery
shopping. However, with the arrival of the supermarket concept, all the above-
mentioned essential items are now available under a single roof making it convenient
for one and all as all grocery shopping can be done at once. Supermarkets in Kadiri
Town, Kadiri have become the modern way of grocery shopping.

What can be purchased from the supermarkets:

At the supermarkets in Kadiri Town, you are allowed to self-pick the products instead
of a grocer who would normally assist at a local provision store. There is a wide variety
of food, beverages and household products available at these local supermarkets which
are categorically organized into various sections for convenience. Most of them also
have a separate space reserved for fresh produce, baked goods, frozen meat and dairy
products. Various non-food items available at an all-day supermarket include household
cleaners, kitchenware, pet supplies, seasonal items etc.

In Kadiri town supermarkets are mostly located near residential areas making them
easily accessible. Additionally, a number of supermarkets provide parking space for
cars and two-wheelers.

Mentioned below is a list of items found at supermarkets

1. Baby products- baby personal care and hygiene products, baby food items

2. Bakery products- bread, baked cookies, tiffin cakes

3. Dry fruit- almonds, cashews, walnuts, raisins

4. Cosmetic products for men and women, personal hygiene products for men and
women

5. Dairy products at supermarket bazaar - milk, egg, paneer

11
6. Food dressings and sauces

7. Canned food and dried cereals

8. Confections and candies

9. Ready-to-eat food items

10. Fresh produce- fruits and vegetables

11. Laundry products such as detergents and fabric softeners

12. House-cleaning products

13. Cooking utensils, dishware, houseware

14. Toys and novelty items

15. Frozen products like ice-cream, yoghurt

16. Paper goods like paper towels, toilet paper, aluminium foil

17. Beverages – coffee/tea, juice, soda

Vision of Kadiri Hypermart

To be a main brand in the Neighborhood Supermarket fragment

• Create a nearness in different urban communities

• Achieve operational fabulousness utilizing IT, advancement and best in class
retail administration hones
• Be the business of decision in the Retail Industry

Mission Statement of Kadiri Hypermart

"To be a presumed retail organization giving quality stock at reasonable costs and to be
the buyer's first decision for shopping for food".

Competitors of Kadiri hypermart:

12
The competitors of Kadiri Hypermart are as per the following:

1. More
2. Sri Venkateswara Supermarket
3. Heritage
4. Shoukath Supermarket
5. Kavitha Supermarket

Infrastructural Facilities:

1.2 STATEMENT OF THE RESEARCH PROBLEM

The research was based on the study on “Consumer attitude toward Kadiri
Hypermart.’’. The purpose of this research is to evaluate about the customer attitude
or behavior in the Kadiri Hypermart which is a very important aspect in order to
analyze their behavior which will in turn help the Hypermart to improve on the things
that they are lacking and also make it convenient for the consumers that come in to
the hypermart on the daily basis to buy their requirements. It is a very important
aspect to know how the consumers are behaving in order to sustain in the market and
be competitive with the competitors.

1.3 REVIEW OF LITERATURE

In order to understand the basics of any research problem, there is a requirement of a

bird’s eye view on the analysis of results derived by various researchers in the same
field. Therefore, there is an important role of literature review so that the planning and
execution of any research plan is preceded in the right manner. A good literature review

13
helps researcher to understand clearly the previous work done by various researcher in
similar field. It also helps to eliminate any duplication in framing the research problem
by the researcher and provides valuable information about research methods. For the
present study, review of the literature is divided into four broad categories, namely:

 Overall Indian Retail Scenario

 Consumer’s Perspective
 Retailer’s Perspective

1.3.1 THE FUTURE OF INDIAN RETAIL INDUSTRY

The retail business in India is right now developing at an extraordinary pace and is
relied upon to go up to US$ 833 billion by the year 2013. It is further anticipated that
would achieve US$ 1.3 trillion by the year 2018 at a CAGR of 10%. As the nation has
a high development rates, the purchaser spending has additionally gone up and is
likewise anticipated that would go up further later on. In the most recent four year, the
buyer spending in India scaled to 75%. Therefore, the India retail industry is relied upon
to become further later on days. By the year 2013, the sorted-out part is likewise
anticipated that would develop at a CAGR of 40%. Sorted out RETAILING IN INDIA.
The late years have seen quick change and overwhelming benefits in Indian retail
locations crosswise over different classes. This can be examined as a consequence of
the changing state of mind of Indian customers and their mind-boggling
acknowledgment to cutting edge retail arranges. Asian markets witness a movement in
pattern from customary retailing to composed retailing driven by the progressions on
Foreign Direct Investments. For instance, in China there was an exceptional auxiliary
advancement after FDI was allowed in retailing. India has entered a phase of positive
monetary advancement which requires progression of the retail market to pick up a
critical improvement.

Residential utilization market in India is evaluated to develop roughly 7 to 8% with

retail representing 60% of the general portion. Of this 60%, sorted out retail is only 5%
which is relatively lesser than different nations with developing economies. In created
nations sorted out retailing is the set-up method for offering shopper items. In spite of
the low rate, Indian material industry has become recognizably in composed retailing
of material items. The negative stage in fares may have constrained the Indian material

14
retailers to investigate the open doors in the household advertise significantly creating
the extraordinary development in the concerned fragment. These signs give a positive
thought that sorted out retailing has touched base in the Indian market and is staying
put. It is relied upon to grow 25-30 for every penny yearly and would triple in size from
Rs35,000 crore in 2004-05 to Rs109,000crore ($24 billion) by 2010.

India is on the radar screen in the retail world and worldwide retailers and at their wings
looking for passage into the Indian retail advertise. The business sector is developing
at a consistent rate of 11-12 percent and records for around 10 percent of the nation's
GDP. The inalienable engaging quality of this section draws retail mammoths and
speculations are prone to soar with an evaluation of Rs 20-25 billion in the following
2-3 years, and over Rs 200 billion by end of 2010. Indian retail market is thought to be
the second biggest on the planet regarding development potential.

1.3.2 Introduction

Indian retail industry has emerged as one of the most dynamic and fast-paced industries
due to the entry of several new players. Total consumption expenditure is expected to
reach nearly US$ 3,600 billion by 2020 from US$ 1,824 billion in 2017. It accounts for
over 10 per cent of the country’s gross domestic product (GDP) and around eight per
cent of the employment. India is the world’s fifth-largest global destination in the retail
space.

India ranked 73 in the United Nations Conference on Trade and Development's

Business-to-Consumer (B2C) E-commerce Index 2019. India is the world’s fifth largest
global destination in the retail space and ranked 63 in World Bank’s Doing Business
2019.

India is the world’s fifth largest global destination in the retail space. In FDI Confidence
Index, India ranked 16 (after US, Canada, Germany, United Kingdom, China, Japan,
France, Australia, Switzerland, and Italy).

Market Size

Retail industry reached US$ 950 billion in 2018 at CAGR of 13 per cent and is expected
to reach US$ 1.1 trillion by 2020. Online retail sales were forecast to grow 31 per cent

15
y-o-y to reach US$ 32.70 billion in 2018. Revenue generated from online retail is
projected to reach US$ 60 billion by 2020.

Revenue of India’s offline retailers, also known as brick and mortar (B&M) retailers,
is expected to increase by Rs 10,000-12,000 crore (US$ 1.39-2.77 billion) in FY20.

India is expected to become the world’s fastest growing E-commerce market, driven by
robust investment in the sector and rapid increase in the number of internet users.
Various agencies have high expectations about growth of India’s E-commerce market.

Investment Scenario

The Indian retail trading has received Foreign Direct Investment (FDI) equity inflow
totaling US$ 2.12 billion during April 2000–March 2020 according to Department for
Promotion of Industry and Internal Trade (DPIIT).

With the rising need for consumer goods in different sectors including consumer
electronics and home appliances, many companies have invested in the Indian retail
space in the past few months.

India’s retail sector attracted US$ 970 million from various private equity funds in
2019.

Walmart Investments Cooperative U.A invested Rs 2.75 billion (US$ 37.68 million) in
Wal-Mart India Pvt Ltd.

Government Initiatives

The Government of India has taken various initiatives to improve the retail industry in
India. Some of them are listed below:

Government may change Foreign Direct Investment (FDI) rules in food processing in
a bid to permit E-commerce companies and foreign retailers to sell Made in India
consumer products. Government of India has allowed 100 per cent FDI in online retail
of goods and services through the automatic route, thereby providing clarity on the
existing businesses of E-commerce companies operating in India.

16
Road Ahead

E-commerce is expanding steadily in the country. Customers have the ever-increasing

choice of products at the lowest rates. E-commerce is probably creating the biggest
revolution in retail industry, and this trend is likely to continue in the years to come.
Retailers should leverage digital retail channels (E-commerce), which would enable
them to spend less money on real estate while reaching out to more customers in tier II
and tierIII cities.

It is projected that by 2021, traditional retail will hold a major share of 75 per cent,
organized retail share will reach 18 per cent and E-commerce retail share will reach 7
per cent of the total retail market.

Nevertheless, long-term outlook for the industry looks positive, supported by rising
income, favorable demographics, entry of foreign players, and increasing urbanization.

Note: Conversion rate used in April 2020, Rs 1 = US$ 0.013123

1.3.3 CHALLENGES FACING THE ORGANIZED RETAIL INDUSTRY

In spite of the ruddy trusts, a few certainties must be considered to emphatically start
the retail force and guarantee its maintained development. The real imperative of the
sorted-out retail showcase in India is the opposition from the un-composed part.
Conventional retailing has been profound pull in India for as far back as couple of
hundreds of years and appreciates the advantages of minimal effort structure,
generally proprietor worked, in that subsequent in less work expenses and practically
no charges to pay. Shopper recognition with the customary arrangements for eras is
the best preferred standpoint to the un-sorted out division. Despite what might be
expected, sorted out division have enormous costs like higher work costs,
standardized savings to representatives, greater premises, and duties to meet.

Accessibility and expense of retail space is one noteworthy territory where Government
intercession is fundamental. Changing arrangement rules for FDI needs center also.
Legitimate preparing offices for meeting the expanding necessities of laborer’s in the
part would require the consideration of both Government and the business. Rivalry for
experienced faculty would prompt hawkishness amongst retailers and higher rates of

17
whittling down, particularly amid the period of quickened development of the retail
business. The way toward staying away from go between and giving expanded wage to
ranchers through direct acquirement by retail chains require the consideration of
approach creators. Dealing with production network administration, mass acquisition
plans and stock administration are regions that need the centre of business people.

India is currently on the radar of worldwide retailers. Quickened advancement of

retailing industry in the nation and building brand estimation of residential items is
crucial not just for advertising our buyer items all the more effectively, additionally for
the improvement of our own retailing industry.

1.3.4 OVERALL INDIAN RETAIL SCENARIO

Gupta (2007) showed that the retail sector of any country reflects their socio-
demographic characteristics. Density and retail outlet sizes are by and large influenced
by factors such as population density, extent of urbanization, women participation in
the household income generation, taste and personal preferences regarding
consumption, expenditure. Today India is experiencing a change in the social
economic situation and hence dynamism can be seen in the retail trade as it had
undergone a radical change. The marketing mixes with reference to the 4 P’s which
plays an important role in the retail trade. Some views also suggest that there is no
emphasis of such changes on the consumer thinking. It also depicts the traditional
retailers’ perception of organized retail, as already mentioned; organized retail
fundamentally changed the structure of the business in India. However, it is not the
only factor responsible, as there were other changes (economic, social and cultural) at
the same time. With regard to the direct effects of propagation organized in various
types of trade, it can be seen that the main effect is felt in the traditional retail trade,
and particularly in food retailing. There exists a significant impact of organized retail
in sectors such as toy, households, stationary etc.1

Shukla (2007) believes that the business houses around the world are looking on India
as their future in retail sector. As per the studies it states that India is emerging as the
first world economy in the fields such as IT, Biotechnology, Pharmaceuticals, food

18
and groceries, clothing, health and beauty, jewelry and consumer durables. Currently,
the fashion industry in India commands the maximum share for the total organized
retail output. Retail trade is happening in India through different types of outlets -
Kirana stores, modern retail stores, discount stores, departmental stores, supermarkets
and hypermarkets. Kirana stores features of our landscape, which store the goods in
bulk containers. In 2002-2003, some cities in India have experienced discount stores
for the first time. Discount stores have emerged as a "retail class-less" to consumers
of all income levels. Favorable demographic and psychographic changes associated
with consumer class in India, at the international level, the driving force for the retail
stores in Indian are the presence of communication of product and brands.
Franchising has become preferred option for global retailers in India. Studies shows
India will have to come to their unique retail formats in order to use the market, and
this requires considerable financial, technology and best practices to eliminate
performance gaps that are critical to the success of the industry.2

RETAILERS PERSPECTIVE

R Shashikalar and J.Gangatkar (2015) ,in their study compared the consumer
preference with respect to provisional stores and supermarket that is ,the study
compare unorganized and organized retail. The study stated that factors like quality,
price, proximity of store and hygiene play major role rather than services, ambience,
store image, variety and availability.

Shenbagasuriyan and Balachandar (2016) in their study focused on to determine

the customer’s choice of retail outlets and the kind of products customer prefer to
purchase in each type of retail outlets. The study further states and emphasises on the
fact that customer prefer to purchase from the store that are near to their residence and
are controlled by state government.4

Literature review on consumers’ perspective of retailing has been conducted up on

these two bases:

1 Attributes of retailing

2 Consumer’s preferences and choice of retails.

19
After understanding the overall retail scenario, it is very important to study retailing
from consumers’ perspective which strongly influence consumer’s behavior to
purchase from emerging retail formats.

Jackson et al. (2011) extends the concept in the benefits derived from the shopping
centers and mall attributes. The study investigates the extent to which the relationship
of the attributes and value of mall of the consideration received by the visit to a mall
differ by gender and generations.5

Kele (2014) in his study attempted to create an interrelation between organized retail
outlets, the FMCG manufacturers, and individual buying behavior. The study focused
collective analysis of buying behavior for grocery shopping in all available outlets that is
from mandis to hypermarket. He also throws light on the driving factors for change in
shopping pattern and elaborated the factors such as changing demographic profile,
industry structure and e trading in addition.6

1.3.5 UNORGANIZED RETAILING IN INDIA

India is the one and only nation having the most astounding shop thickness on the
planet, with 11 outlets for each 1000 individuals (12 million retail looks for around 209
million families). Or maybe we can see the just situation in Indian Retail (on account
of low level of centralization, low capital information and because of a decent number
of self-sorted out retail). India began its Retail Journey since antiquated time.

In Ancient India there was an idea of week by week HAAT, where every one of the
purchasers and dealers assemble in a major business sector for bargaining. It takes a
quite long times to and venture to shape the advanced retail. In the middle of these two
ideas (i.e. between old retail idea and the advanced one there exist cutting edge
kirana/mother and pop shops or Baniya ki Dukan still it is prevailing in India.

1.3.6 GRDI SCORE AND POSITION:

India score:

India ranks 2nd in Global Retail Development Index despite uncertain economic
climate

20
After 9 percent growth in India’s retail market from 2016 to 2018, which is further
expected to reach $1.4 trillion by 2021, India ranks 2nd in A.T. Kearney’s 2019 Global
Retail Development Index (GRDI). The GRDI is a bi-annual study of the global
retailing landscape, serving as a source for retailers, consumer goods manufacturers,
and international service providers to understand which economies are growing,
stagnant, or declining, and why.

Even as social media and e-commerce fuel the evolution of a truly global consumer,
retailing in emerging economies continues to be affected by local realities such as
internet connectivity, availability and cost of labor, and government factors ranging
from taxation policy and trade wars to armed conflict. The 2019 GRDI ranks 30
developing countries – selected from a list of 200 nations – based on three criteria:
achieving a “Country Risk” score above 35; having a population of at least five million;
and enjoying a per capita GDP of more than $3,000.

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The GRDI finds that rising consumer incomes and greater digital connectivity
in India have both contributed to a 9 percent growth in the country’s retail market from
2016 to 2018, which is projected to reach $1.4 trillion by 2021. Retail accounts for 11
percent of the GDP, and is something the government continues to support through
liberalized retail, e-commerce, and investment policies.

Indian consumers love online shopping, says the GRDI, predicting that the online retail
market will increase at a CAGR of 25-28 percent to reach $55-60 billion by 2020. It
will account for 25 percent of India’s total organized market, and grow to 37 percent
by 2030.

The average online spend per shopper is expected to nearly double to $309 by 2030
from its current $183, with Indians favoring purchases of electronics and lifestyle
products the most. Online grocery promises to be the next growth wave at a whopping
87 percent CAGR by 2022.

In DIGITAL Policy uncertainty in Indian e-commerce

21
The GRDI also finds that the continued growth potential of the Indian economy and
retail market has attracted various international retailers including IKEA, Under
Armour, American Eagle Outfitters, Miniso, Ted Baker, Go Sport, Replay, and
Hummel. Fueled by international investment and domestic innovation, the Indian
market is growing in sophistication, not just size- and premiumization has become a
significant trend in the country.

Although ranked 1st in the 2017 GRDI, India dropped to 2nd place in the 2019 GRDI
rankings despite the optimistic findings of the report. China moved up from the 2nd
spot to top the ranks, narrowly beating India in the overall score but posting a much
higher “Country Risk” factor. Malaysia, Ghana, and Indonesia came in 3rd, 4th and 5th
respectively.

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The GRDI highlighted findings from other countries, such as:

 Despite sanctions from the United States and its allies, urban Russians still
enjoy High Street shopping.
 China’s retail sector – valued today at USD $3.8 trillion and expected to reach
USD $6.6 trillion by 2024 – is characterized by a blurring of the line
separating offline and online retail, a model known in China as “New Retail.”
 The picture for global brick & mortar retailers doing business in China is
promising. Tim Hortons opened its first Chinese outlet in February 2019 and
will add 1,500 locations over the next 10 years. This June, Aldi opened its first
Shanghai store and a month later Costco’s opened its first Chinese branch.
 Saudi Arabian government’s decision to provide increasing freedoms to
women is expected to increase women’s labor force participation to 25 percent
by 2020, and 30 percent by 2030.
 Thirty-eight percent of Ghanaians have access to internet services. Though
that is a relatively small number, most of them are middle class consumers
who are interested in modern retail. In April 2019, DHL launched DHL Africa
eShop, an e-commerce app that brings more than 200 U.S. and U.K. retailers
online to 11 African countries, including Ghana.

22
  Brazil’s e-commerce sector has also continued to expand despite economic
woes, and is expected to grow at a 5-year CAGR of nearly 11 percent to $34
billion by 2024. The online share of national chain retail sales is also set to
expand.

“This year’s GRDI surfaced sometimes subtle, but critical, trends,” said Greg Portell,
an A.T. Kearney Partner and head of the Consumer practice. “In emerging economies,
we see a growing consumer demand for modern retailing. And, in advanced economies
such as India and China, we see the future of retail-markets appealing to local tradition
operating alongside modern global retailers.”

Indian position

This year’s AT Kearney 2019 Global Retail Development Index (GRDI) marked
India one position down at number 2 in its rankings as compared to last year. With a
population of 1.37 billion and GDP per capita of $7,874, the country recorded total
retail sales of $1,202 billion. Retail accounts for 11 per cent of India’s GDP which
government continues to support.

According to the report, rising consumer incomes and greater digital connectivity have
both contributed to 9 per cent growth in India’s retail market from 2016 to 2018, which
is expected to reach $1.4 trillion by 2021. Government of India in turn is supporting the
retail sector through liberalized retail, e-commerce, and investment policies.

Pre-immunization is a major trend in India. Rising consumer incomes, exposure to

advanced global brands, and evolving lifestyles have created a huge demand for
premium products across sectors such as apparel, food, and durables. Thus, the luxury
segment is expected to grow since the introduction of a GST in 2017.

Apple, Alexander McQueen, and Yves Saint Laurent plan to open stores in India, the
latter two at the DLF Chanakya luxury brand mall in New Delhi. Tiffany & Co has
partnered with Reliance to debut stores in New Delhi in 2019 and Mumbai in 2020.
More international retailers are now in the market, including Ikea, Under Armour,
American Eagle Outfitters, Miniso, Ted Baker, Go Sport, Replay, and Hummel.

23
The report expects modern retail in India to grow at 18 per cent during the next five
years as innovative platforms offering quality, convenience, and easier access are
introduced. ABFRL, Shoppers Stop, and Big Bazaar are using analytics and advanced
predictive modelling tools to capture customer behaviour and footfall, while mall
developer DLF is using them to tailor its space allocation and promotions.

Indian consumers love online shopping. Online spend per shopper is expected to nearly
double to $309 by 2030 from its current $183. Overall, the report sees online growing
at a healthy 28 per cent CAGR to $60 billion by 2020, with shoppers favouring
purchases of electronics and lifestyle products the most. Online grocery promises to be
the next growth wave at a whopping 87 per cent CAGR by 2022. Both small and large
grocery specialists have entered the segment horizontally—specifically Milk Basket,
Ninja Cart, and Supr—while vertically integrated players such as Amazon Pantry and
Flipkart’s Supermart are testing it.

So, while technology, international investment, and regulatory reform continue to

create a global market populated by a new kind of consumer, local market conditions,
taxation structures, trade barriers, labor availability, and a host of other factors mitigate
against globalization.

The Global Retail Development Index ranks 30 developing countries on a scale of zero
to 100 the higher the ranking, the more urgency to enter a country. Countries are
selected from 200 nations based on three criteria: country risk, population size and
wealth.

1.4 IDENTIFICATION OF RESEARCH GAPS

Subsequent differences are established from the study that can be resolved under
client profile domains in future research. Due to the fractured model used, studies
were focused on mixed and varied results. In particular, most of the studies are not
adequately funded, there is a lack of studies supported by the hypotheses of support or
support. This enormous fragmentation reflects a major fragmentation gap. In addition,
most of the study models are poorly developed and were unable to make definitive
judgments about variations in consumer perception towards different customer loyalty
antecedents because the findings of most of the studies are contradictory. As a

24
consequence, there is debate about agreeing on the most important consumer loyalty
predictor. More rigorous models are therefore needed to explore the variations in
consumer attitudes towards different loyalty backgrounds. In addition, models of
studies were focused on few variables and scarcity of studies found on the
concretization of disparities in perception of loyalty backgrounds such as service
quality, price fairness, service recovery justice and customer profile relationship
bonds. In addition, there is a lack of unity found in customer profile
conceptualization, as most studies have classified customer profiles. The perception
differs from consumer and this cannot be taken under on scale.

Service Gaps - The disparity between consumer perceptions and expectations is taken
as the discrepancy in the delivery of service for the different quality of service:
tangibles, efficiency, reactivity, assurance, and empathy. Average distance scores for
service quality, i.e., the difference between the average score of experience and the
score of expectation.

25
 Chapter – 2

Research Methodology

26
2.1 SCOPE OF THE STUDY

The study at kadiri hypermart have enabled me to learn various aspects of an

organization, its functioning and the organizational culture they follow, the structure,
the flow of information and the practices they implement. During the study I learn the
responsibility of different department as well as the individual. I got a brief idea about
the organizational system, store management, inventory management etc. I had to take
up survey assigned by them which helped them satisfying the customer’s attitudes.
They were a study on “to evaluate about the customer profile of kadiri hyper mart” had
given me exposure interacting with 100 respondents and enabling me to identify and
understand the various consumer attitudes. The project work includes collecting data at
retail stores. I was assigned 3 stores. I have to be present at one store every day in order
to make interaction with customers to get their feedback in prescribed format. Include
a multi choice and dichotomous questions at the end, asking them if they have any
additional comments or suggestions to make. There was the extensive training was
given to me about basic terminology use in hypermart work is to be done in store, which
instruments, software they use and how they use them. The next phase was off to
interact with the customers and take their feedback on that questionnaire and send the
weekly report to management. analysis was done on the basis of the questionnaire filled
up and the suggestion made by the respondents. This helped me to understand various
aspects of the kadiri hyper mart.

2.2 Research Objectives

 To evaluate about the customer profile of Kadiri hypermart.

 To evaluate the factors which leads to purchase in supermarket?
 To study the customer’s shopping experience with supermarket.
 To study the customer’s satisfaction regarding supermarket’s promotional
activities

2.3 Framing of Research Hypotheses

Hypothesis testing is an act in statistics whereby an analyst tests an

assumption regarding a population parameter. The methodology employed
by the analyst depends on the nature of the data used and the reason for the

27
 analysis. Hypothesis testing is used to assess the plausibility of a hypothesis
by using sample data. Such data may come from a larger population, or from
a data-generating process. The word "population" will be used for both of
these cases in the following descriptions.

Statistical analysts test a hypothesis by measuring and examining a random

sample of the population being analyzed. All analysts use a random
population sample to test two different hypotheses: the null hypothesis and
the alternative hypothesis.

The null hypothesis is usually a hypothesis of equality between population

parameters; e.g., a null hypothesis may state that the population mean return
is equal to zero. The alternative hypothesis is effectively the opposite of a
null hypothesis; e.g., the population mean return is not equal to zero. Thus,
they are mutually exclusive, and only one can be true. However, one of the
two hypotheses will always be true.

Table 2.3.1 Research hypothesis

Four Steps of Hypothesis Testing

All hypotheses are tested using a four-step process:

 The first step is for the analyst to state the two hypotheses so that only one can be

28
 right.

 The next step is to formulate an analysis plan, which outlines

how the data will be evaluated.
 The third step is to carry out the plan and physically analyze the sample data.

 The fourth and final step is to analyze the results and either reject the
null hypothesis, or state that the null hypothesis is plausible, given the
data.

Hypothesis from the research objective

The respondents where service oriented or price oriented.

Null hypothesis: The respondents are service oriented

Alternative hypothesis: The respondents are price oriented.

2.4 RESEARCH DESIGN

Marketing research can classify in one of three categories:

 Exploratory research

 Descriptive research

Exploratory Research has the goal of formulating problems more precisely, clarifying
concepts, gathering explanations, gaining insight, eliminating impractical ideas, and
forming hypotheses. Exploratory research can be performed using a literature search,
surveying certain people about their experiences, focus groups, and case studies. When
surveying people, exploratory research studies would not try to acquire a representative
sample, but rather, seek to interview those who are knowledgeable and who might be
able to provide insight concerning the relationship among variables. Case studies can
include contrasting situations or benchmarking against an organization known for its
excellence. Exploratory research may develop hypotheses, but it does not seek to test
them. Exploratory research is characterized by its flexibility.

Descriptive Research is more rigid than exploratory research and seeks to describe
users of a product, determine the proportion of the population that uses a product, or

29
predict future demand for questions, people surveyed, and the method of analysis prior
to beginning data research should be defined. Such preparation allows one the
opportunity to make any required changes before the costly process of data collection
has begun.

There are two basic types of descriptive research: longitudinal studies and cross-
sectional studies. Longitudinal studies are time series analyses that make repeated
measurements of the same individuals, thus allowing one to monitor behavior such as
brand-switching. However, longitudinal studies are not necessarily representative since
many people may refuse to participate because of the commitment required. Cross-
sectional studies sample the population to make measurements at a specific point in
time. A special type of cross-sectional analysis is a cohort analysis, which tracks an
aggregate of

individuals who experience the same event within the same time interval over time.
Cohort analyses are useful for long-term forecasting of product demand.

Questionnaire Method

Questionnaire is one of the most commonly used research tools in management research
and highly useful when data are collected from a representative sample of a large
population. This study needs development of a questionnaire to know the relationship
between demographic characteristics, purchase practices of respondents, product
factors, service factors, brand factors, facility factors and relationship factors on
customer loyalty of corporate kadiri hypermart in kadiri town of Andhra Pradesh. The
scale values are :1. Highly satisfied,2. Satisfied 3. Not satisfied, 4. dissatisfied. It shows
the mostly recognized type of estimation of data.to such an extent, as much its function
is estimation. Questionnaire design included open-ended questions, multiple-choice
questions, rating scale questions, dichotomous questions.

Open ended questions: Respondents feel free to give the answers that seem
appropriate in the light of the questions. A questionnaire was included that administered
an open-ended question to ascertain the expectations of respondents in life insurance.

Multiple choice questions: Numerous decisions are quickly trailed by a rundown of

conceivable from which the respondents must pick one alternative.

30
Dichotomous questions: Dichotomous questions speak to an outrageous type of
the numerous decisions, permit just two reactions, for example “yes or no”.

Rating scales: The evaluation requires a measure to put the characteristics of matrix
of the object being evaluated in the certain point along the chain of the required
categories numerically. Focus on the scale of evaluation, characteristics, in general,
towards the objects. Grade object containing the attribute.

2.5 Methods for Data Collection & Variables of the Study

DATA COLLECTION:
Data collection is the process to gather information about the relevant topic
research, Data Collection usually takes place early in an improvement project,
and is often formalized through data collection plan which often contains the
following activity:

➢ Pre collection activity on goals, target data, definitions and methods.

➢ Collection of Data.

➢ Presenting findings involving some form of sorting analysis.

For accomplishing the objective of this study, both Primary and Secondary
data have been used.

CLASSIFICATION OF DATA:
1. Primary Data: The study is largely based on the primary data which
has been collected through the structured Questionnaire Method.

Questionnaire:

The data has been collected by administering a structured schedule of

questions. The questions are generally framed by 5-point Likert Scale.

For the present study purpose questionnaire method is used to collect the
primary data. This questionnaire is self-administrated questionnaire and it
is divided into two sections – Section A and Section B.

31
➢ Section A consist the questions regarding Personal Information. For E.g., Name,
Age, Gender, Qualification, Martial Status, Occupation.

➢ Section B Consist the questions which fulfil the research objectives.

1. Secondary Data: This type of data has already been collected by someone else and
has already passed through statistical process. Sources of Collection of Secondary
Data

➢ Internet ➢ Journal

➢ News Papers ➢ Boo

32
 CHAPTER – 3

DATA ANALYSIS AND INTERPRETATION

33
3.1 Techniques for Data Analysis

The following is the major tools that were used by the researcher for analysis and
interpretation:

 Percentages to consolidate

Sample

A sample is a unit of an entire population under study. It is generally difficult to study

an entire population as a whole, so we tend to consider the true representatives of such
population. The convenience sampling method was adapted for conducting the survey.
The sample hence forth selected for conducting a survey for the study should be selected
without any bias. I have made all possible attempts to fulfill these rules.

The survey was conducted on a study on “Consumer attitude towards kadiri

hypermarket’’

3.2 Hypothesis Testing and Methods

1) Satisfaction of the respondents of Hypermart services

Null hypothesis = the respondents are satisfied with Hypermart services.

Alternative hypothesis = the respondents are not satisfied with Hypermart services.

Based on the survey conducted it is observed that most of the respondents (i.e., 50%)
are satisfied with Hypermart services Hence the null hypothesis is accepted.

2) Respondents are price oriented or service oriented

Null hypothesis = the respondents are price oriented

Alternative hypothesis = the respondents are service oriented

Based on the survey conducted it is observed that most of the respondents (i.e.,68 %)
are service oriented. Hence the null hypothesis is rejected.

3) The annual income of the respondents

Null hypothesis = the annual income of the respondents is below of 5lakhs

34
Alternative hypothesis = the income of the respondents are 5 lakhs to 10 lakhs.

Based on the survey conducted it is observed that the income of respondents ranging
below 5 lakhs is more (i.e., 38%). Hence the null hypothesis is accepted.

3.3 Data Interpretation

Type-I Who visit for kadiri Hypermart

3.3.1 Table showing Gender of respondents.

Occupation Male Female

Respondents 56 44

Percentage 56% 44%

3.3.1 Graph showing Gender of respondents.

Gender

56
60
44
50

40
Respondents

30

20

10 56% 44%

0
Male Female

Respondents Percentage

Analysis:

35
We can see majority of the respondents are males consisting 56% of the whole lot.
44% of the respondents were females.

Interpretation:

The male respondents were the majority who gave their response for the survey.

3.3.2 Table showing age group of respondents.

Age group Below 20 21 – 30 31 – 40 41 and above

Respondents 12 23 46 19

Percentage 12% 23% 46% 19%

3.3.2 Graph showing age group of respondents.

Age Group
50 46

40
Respondents

30
23
19
20
12
10
12% 23% 46% 19%
0
Below 20 21 – 30 31 – 40 41 and above
Axis Title

Respondents Percentage

36
Analysis: We can see that their highest number of respondents i.e., 46% visiting
supermarkets for shopping of Food and Grocery fall in middle age group of 31-40
years, 23% of respondents were from age group 21-30, 19% of were from 41 years
and above age group and 12% were from the age group below 20

Interpretation: This implies that respondents in middle age category are more
willing to try supermarkets other than traditional kirana shops for shopping Food and
Grocery items.

Table 3.3.3 Table showing Occupation of respondents.

Occupation Employed Self employed Unemployed

Respondents 39 35 26

Percentage 39% 35% 26%

3.3.3 Graph showing Occupation or respondents

Occupation
39
40 35

35
26
30
Respondents

25

20

15

10

5 39% 26%
35%

0
Employed Self employed Unemployed

Respondents Percentage

37
Analysis: We can see that majority of respondents Occupation is employed, 35% of
respondents are Self-employed and 26% of respondents are unemployed.

Interpretation: Majority of respondents occupation are employed, followed by

respondents who Self-employed and unemployed persons.

3.3.4 Table showing income range of respondents.

Occupation <INR 10000 – 20000 20000-30000 >30000

10,000
Respondents 11 14 35 40

Percentage 11% 14% 35% 40%

3.3.4 Graph showing income range of respondents

Income range

>30000 40%
40

20000-30000 35%
35

10000 – 20000 14%

14

< 10,000 11%

11

0 10 20 30 40 50
Respondents

Percentage Respondents

38
Analysis: We can see 40% of respondents were more than 30000 income group, 35%
of respondents are 20000-30000 and 14% of respondents are 10000-20000 and only
11% of respondents below 10000.

Interpretation: majority of respondents are more than 30,000 rupees income group.
This indicates that upper middle income class is more inclined towards organized
supermarkets. This can probably be attributed to their busy work schedules which
leave them with only weekends to shop for their Food and Grocery needs. Hence, they
like to fulfill these needs by visiting a store that offers one-step-stop.

3.3.5 Table How far is Kadiri Hypermart from your place?

How far is KHM <1 km 1-2 km 2-5km >5km

from your place

Respondents 42 28 12 18

Percentage 42% 28% 12% 18%

3.3.5 Graph How far is Kadiri Hypermart from your place?

39
 Distance range

45 42
40

35
28
30
Respondents

25
18
20

15 12
10

5 42% 28% 12% 18%

0
<1 km 1-2 km 2-5km >5km

Respondents Percentage

Analysis: From the above diagram we can see that majority of the respondents said that
the retails outlets are less than 1 km from their residence place which is 42%, 1-2 km
distance is 28%, the group of 2-5 km distance were 125 and 18% of the respondents
said that the retail outlets are 5km and above distance.

Interpretation: Majority of the respondents said that the retail outlets are near to their
residence place i.e., less than 1km.

3.3.6 Table State your opinion on Kadiri Hypermart:

opinion on Kadiri Highly Not Highly

Satisfied
Hypermart satisfied satisfied dissatisfied
Variety of products 13 42 30 15
Range 12 43 32 13
Price 11 36 40 13
Freshness of products 18 28 21 33
Billing 22 32 28 18

40
 Parking facility 5 13 30 52
Overall Service 14 34 28 24

3.3.6 Graph showing State your opinion on Kadiri Hypermart:

Customer openion on Kadiri hypermart

13
Variety of products 42
30
15

12
Range 43
32
13

11
Price 36
40
13

18
Freshness of products 28
21
33

22
Billing 32
28
18

5
Parking facility 13
30
52

14
Overall Service 34
28
24

0 10 20 30 40 50 60
Respondents in %age

Highly satisfied Satisfied Not satisfied Highly dissatisfied

Analysis:

41
Verity of Products: Here we can see 42% of respondents are satisfied, 30%
respondents are not satisfied, 15% of respondents are highly dissatisfied, 13% of
respondents are highly satisfied.

Range: Here we can see 43% of respondents are satisfied, 32% respondents are not
satisfied, 12% of respondents are Highly dissatisfied, 12% of respondents are highly
satisfied.

Price: Here we can see 43% of respondents are not satisfied, 36% respondents are
satisfied, 13% of respondents are Highly dissatisfied, 11% of respondents are highly
satisfied.

Freshness and products: Here we can see 33% of respondents are dissatisfied, 28%
respondents are satisfied, 21% of respondents are not satisfied, 18% of respondents are
highly satisfied.

Billing: Here we can see 32% of respondents are satisfied, 28% respondents are not
satisfied, 22% of respondents are Highly satisfied, 18% of respondents are highly
dissatisfied.

Parking facility: Here we can see 52% of respondents are highly dissatisfied, 30%
respondents are not satisfied, 13% of respondents are satisfied and only 5% of
respondents are highly satisfied.

Overall service: Here we can see 34% of respondents are satisfied, 28% respondents
are not satisfied, 24% of respondents are Highly dissatisfied, 14% of respondents are
highly satisfied.

Interpretation: Majority of respondents are satisfied with variety of products. 43% of

respondents are satisfied with range, Major percentage of respondents are not satisfied
with price, 33% of respondents are dissatisfied with quality of freshness and products,
32% of respondents are satisfied with billing, 52% of respondents are dissatisfied with
parking facility and 34% of respondents are satisfied with overall services.

3.3.7 Table Do you get enough information regarding sales promotion by Kadiri
Hypermart?

42
 Sales promotion by
Yes No
KHM
Respondents 48 52

Percentage 48% 52%

3.3.7 Graph showing Do you get enough information regarding sales promotion by
Kadiri Hypermart?

Regarding sales promotion by KHM

52
60 48

50

40
Respondents

30

20

52%
10 48%

0
Yes No

Respondents Percentage

Analysis: we can see that 52% of respondents are inadequate information regarding
sales promotion by kadiri hypermarket, 48% of respondents are get enough information
on sales promotion.

Interpretation: majority of respondents are having inadequate information regarding

sales promotion by kadiri hypermarket,.

43
3.3.8 Table How often to you visit Kadiri Hypermart?

a) More than once in a week b) once a week c) Once in two weeks d) Once a
month

More Once in
How often to you visit once a Once a
than once two
KHM wee month
in a week weeks
Respondents 13 28 42 15
Percentage 13% 28% 42% 15%

3.3.8 Graph showing how often to you visit Kadiri Hypermart?

How often to you visit kadiri hypermart

42
45
40
35 28
Respondents

30
25
20 13 15
15
10
5 13% 28% 42% 15%
0
More than once a week Once in two Once a
once in a weeks month
week
Respondents Percentage

Analysis: We can see that 42% of respondents are visited once in two weeks, 28%
respondents are visit once a week , 15% respondents are visit once a month and only
13% respondents are visit more than once in a week

44
Interpretation: Majority of respondents visit the store once in two weeks. who follow
the respondents visit store weekly and monthly. It is found that many of the respondents
purchase on Saturday and Sunday

3.3.9 Table What do you buy when you visit Kadiri Hypermart? (tick those
applicable)

What do you buy Fruits and Consumer

Groceries Garments
when you visit KHM Vegetables durables
Respondents 8 67 13 12
Percentage 8% 67% 13% 12%

3.3.9 Graph showing What do you buy when you visit Kadiri Hypermart? (tick those
applicable)

% age of Respondents

12 8

13

67

Fruits and Vegetables Groceries Garments Consumer durables

45
Analysis: We can see that 67% of respondents are buying Groceries, 13% respondents
are buying Garments, 12% respondents are buying Consumer durables and 8%
respondents buying Fruits and vegetables.

Interpretation: we can conclude that majority of respondents are buying national brand
items of Food and Groceries, 13% respondents are buying Garments and only 8%
respondents buying Fruits and vegetables in hypermarket because most of the people
are buying fruits and vegetables in daily markets and street vendors.

3.3.10 Table What type of product are you more likely to buy?

What type of
product are you National Brand Shop brand
more likely to buy
Respondents 63 37

Percentage 63% 37%

3.3.10 Graph What type of product are you more likely to buy?

46
 What type of product are you more likely to buy

63
70

60

50 37
Respondenta

40

30

20
63% 37%
10

0
National Brand Shop brand

Respondents Percentage

Analysis: We can see that 63% respondents are buying national brand items and 37%
respondents are buying shop brand items.

Interpretation: We can conclude that majority of the respondents were visit hypermart
for buying national brand items.

3.3.11Table Other than Kadiri Hypermart which other shops do you visit? (tick those
applicable)

Other than Kavitha

Sri
KHM which Shoukath Super-
More Venkateswara Others
other shops do Supermarket market
Supermarket
you visit

47
 Respondents 18 8 24 9 41
Percentage 18% 8% 24% 9% 41%

3.3.11 Graph showing other than Kadiri Hypermart which other shops do you visit?
(tick those applicable)

Other than KHM which other shops do you visit

45 41 45%
40 41% 40%
35 35%
30 30%
24
25 24% 25%
20 18 20%
18%
15 15%
8 9
10 9% 10%
8%
5 5%
0 0%
Shoukath Kavitha Super- More Sri Others
Supermarket market Venkateswara
Supermarket

Respondents Percentage

Analysis: we see that 41% respondents are visit other shops (traditional kirana shops)
24% responds are visit More supermarket, 18% respondents visit shoukath supermarket
and 8% respondents visit Kavith supermarket.

Interpretation: we can conclude that majority of respondents are visited other kirana
shops. They are located by close to residential houses and more than 50 and above age
group people are preferring traditional retail shops.

Type-II Questionnaire on those who do not visit Kadiri Hypermart

48
3.3.12 Table Gender of respondents.

Gender Male Female

Respondents 26 24

Percentage 52% 48%

3.3.12 Graph showing Gender of respondents.

Gender
30
26
24
25
Respondents

20

15

10

5
52% 48%
0
Respondents Percentage
Male Female

Analysis: we can see that 52% respondents are male and 48% respondents are visiting
for shopping.

Interpretation: We conclude that majority of male respondents visited for shopping,

only 4% less female respondents visiting for shopping.

49
3.3.13 Table age group of respondents.

Age group Below 20 21 – 30 31 – 40 41 and above

Respondents 5 13 18 14

Percentage 10% 26% 36% 28%

3.3.13 Graph showing age group of respondents.

Age group
18
18
16 13 14
14
Respondents

12
10
8 5
6
4 26% 36% 28%
2 10%
0
Respondents Percentage

Below 20 21 – 30 31 – 40 41 and above

Analysis: We can see that there highest number of respondents i.e., 36% visiting
supermarkets for shopping of Food and Grocery fall in middle age group of 31-40
years, 28% of respondents were from age group 41 years and above, 26% of were
from 21-30 years and 10% were from the blow 20

Interpretation: This implies that respondents in middle age category are more willing
to buy supermarkets and remaining respondents are willing to traditional kirana shops
for shopping Food and Grocery items.

50
3.3.14 Table showing Occupation of respondents.

Occupation Employed Self employed Unemployed

Respondents 15 24 11

Percentage 30% 48% 22%

3.3.14 Graph showing Occupation of respondents.

Occupation
30

25
24
Respondents

20
15
15
11
10

5
30% 48% 22%
0
Respondents Percentage
Employed Self employed Unemployed

Analysis: We can see that majority of respondents Occupation is self-employed, 30%

of respondents are employed and 22% of respondents are unemployed.

Interpretation: Majority of respondent’s occupation are Self-employed, followed by

respondents who employed and unemployed persons.

51
3.3.15Table showing income range of respondents.

Income range <INR 10,000 10000 – 20000 20000-30000 >30000

Respondents 5 8 16 21

Percentage 10% 16% 32% 60%

3.3.15 Graph showing income range of respondents.

Income range

60%
>30000 21

32%
20000-30000 16

16%
10000 – 20000 8

10%
<INR 10,000 5

0 5 10 15 20 25

Percentage Respondents

Analysis: We can see 60% of respondents were more than 30000 income group, 32%
of respondents are 20000-30000 and 16% of respondents are 10000-20000 and only
10% of respondents below 10000.

Interpretation: majority of respondents are more than 30000 rupees income group.
This indicates that upper middle-income class is more inclined towards organized

52
supermarkets. This can probably be attributed to their busy work schedules which leave
them with only weekends to shop for their Food and Grocery needs. Hence, they like
to fulfill these needs by visiting a store that offers one-step-stop.

3.3.16 Table Which supermarket do you shop at the most?

Which Kavitha
Sri
supermarket Shoukath Super-
More Venkateswara Others
do you shop at Supermarket market
Supermarket
the most
Respondents 9 3 12 7 19
Percentage 18% 6% 24% 14% 38%

3.3.16 Graph showing which supermarket do you shop at the most?

which supermarket do you shop at the most

20 19
18
16
14 12
12
10 9
8 7
6
4 3
2 18% 6% 24% 14% 38%
0
Shoukath Kavitha Super- More Sri Venkateswara Others
Supermarket market Supermarket

Respondents Percentage

53
Analysis: we see that 38% respondents are visited others (traditional kirana shops) 24%
responds are visit More supermarket, 18% respondents visit shoukath supermarket and
7% respondents visit Kavith supermarket.

Interpretation: we can conclude that majority of respondents are visited others

(traditional stores).

3.3.17 Table Distance travelled to store:

Distance
0-1 km 1-2 km 2-5 km More than 5 km
travelled to store
Respondents 16 9 13 12
Percentage 32% 18% 26% 24%

3.3.17 Graph showing Distance travelled to store:

Distance travelled to store

18
16
16
14 13
12
Respondents

12
10 9
8
6
4
2 32% 18% 26% 24%
0
0-1 km 1-2 km 2-5 km More than 5 km

Respondents Percentage

54
Analysis: We can see that 32% respondents were travelled to stores within 1km, 26%
respondents were travelled within 2-8 kms, 24% respondents travelled more than 5kms
and 18% travelled 1-2kms.

Interpretation: We can conclude that major respondents are travelled 0-1 km, 24%
respondents travelled more than five kms. location of store should not be a major
consideration as long as it is accessible using local transportation facilities.

3.3.18 Table What type of product are you more likely to buy?

What type of
product are you National Brand Shop brand
more likely to buy
Respondents 21 24

Percentage 42% 58%

3.3.18 Graph showing What type of product are you more likely to buy?

what type of product are you more likely tobuy

30

25
24
21
20
Respondents

15

10

5
42% 58%
0
National Brand Shop brand

Respondents Percentage

55
Analysis: We can see that 58% respondents are buying shop brand items and 48%
respondents are buying national shop brand items.

Interpretation: We can conclude that majority of the respondents were visit

hypermart for buying shop brand items.

3.3.19 Table Reason for not visiting Kadiri Hypermarket.

Limited
No
Distance range Unsatisfactory
Distance parking
travelled to store of service
space
product
Respondents 7 22 10 11
Percentage 14% 44% 20% 22%

3.3.19 Graph showing Reason for not visiting Kadiri Hypermarket.

Reason for not visiting Kadiri Hypermarket

22%
Unsatisfactory service 22

20%
Limited range of product 20

44%
No parking space 44

14%
Distance 14

0 5 10 15 20 25 30 35 40 45 50
Respondents

Percentage Respondents

56
Analysis: We can see that 44% respondents says no parking space, 22% respondents
says unsatisfactory service of kadiri hypermarket, 20% respondents says limited range
of product in the supermarket, and 14% respondents says distance problem.

Interpretation: we can conclude that major problem of Kadiri hypermart is no parking

space. Parking space is most apparent area of improvement of supermarkets. This
shortcoming is more visible in Hypermarkets than convenience stores and
supermarkets.

57
 CHAPTER – 4

Findings and Recommendations

58
4.1 Research Outcome and findings
Marketers are often interested in attracting not just brand users, but perhaps more
importantly, those who consistently purchase the company’s brand. In the context of
retailing, this means identifying and attracting regular visitors and buyers at a retail
store. Customers’ loyalty behavior was measured with a set of standard questions based
on all possible dimensions of customer loyalty as a construct.

Store Ambience:
This dimension is catching up especially in metros where consumers are increasingly
seen thronging modern retail stores and malls. Modern retailers such as Reliance Fresh,
More, Easy Day, Big Bazaar etc. seem to invest a good deal in Store ambience.

Service and Loyalty Schemes:

Prompt service, problem solving, return of goods and faithful schemes have always
been important to consumers. Offering loyalty schemes enables retailers to pre-empt
attractions from competitors. Services combined with attractive offers can ensure long
term store loyalty.

Price and Quality:

This dimension includes variables such as store reputation, quality products, fresh
products, low prices and value for money. Pricing and quality related store attributes
ensure long-term sustainable customer loyalty consumers have chosen to consider all
of these attributes and a single dimension.

One Stop Shopping:

Availability of different popular brands, good quality store and availability of several
products under one roof ensures that the modern consumer can shop at the same store
and not move around several stores to buy merchandise.

Convenience:
For today’s Food & grocery shopper convenience includes easy location, easy payment
options and comfortable parking. These attributes converging into one single

59
dimension prove that convenience is a very important dimension and hypermarts must
incorporate this in their overall retail strategy.

Salesmen:

Salesmen role is an important attribute and salesmen play a pivotal role in making the
shopping environment friendly and personalized. Even in modern stores, where self-
service is the norm, salesmen can be helpful without being obtrusive and at the same
time can ensure enduring relationships between customers and the store.
Strengths of Hypermart from consumer point of view:

Hypermart saves the time because customer will get everything at a one place with self-
service. It provides perfect platform for comparison of a same product from different
company with a different brand name with complete information, which could be
required to compare the brands and take a best purchasing decision.
Multi brand Hypermarts offer an intermediate solution with complete brand choice to
the customer and spacious shop, which allows the manufacturers to present his product
appropriately.
Sometimes customer also get discount because multi brand stores go for bulk purchase
and pass the earning of differences toward the customer.
Customers get a detail and computerize bill so there is no possibility of any discrepancy
in billing.
Findings:
Male customers accompanied by their spouses usually buy in large quantities. It is
good form the point Hypermart, if the stores’ staffs assist them in carrying the
purchased items, if the quantity is more, till the parking area.

There cannot be any compromise on quality of products the Hypermart carry.

Superior quality products are one of the reasons for the customers to patronage
supermarkets. This may attract customers all demography into the stores.

Irrespective of gender, income, profession, the Hypermarts are suggested to have

better personal interaction with those customers whose age is above 50 years

60
It is always suggested that the Hypermart clean the shopping baskets and trolleys
quite often in the stores. The higher income customers expect clean materials in the
stores.

The customers whose income is more Rs.30,000 are quite extra cautious with respect
to the shelf prices and the billing prices and, they do not feel like waiting too long in
the queues etc. It is suggested that the Hypermart can keep open more number of billing
counters during busy hours and have competent people working on the billing counters.
The study can also be extended addressing all other factors like store attributes,
shopping situation, shopping occasion, life style factors, shopping motives, etc. for a
wider scope and better understanding.

4.2 Recommendations

Based on the findings, the following are the recommendations to hypermarts:

The number of visits that customers make is the most important and significant variable
in profiling and differentiating loyal shoppers from non-loyal shoppers. This means that
hypermart need to ensure that the customers make repeat visits to their stores.
Hypermart must ensure that they maintain some novelty through new products, new
schemes etc. which motivates customers to make repeat visits.
56% respondent male customer and 44% Respondents female customers are visiting
Kadiri hypermart. The male customers are quite different towards the dimensions
Reliability, Supermarket’s Policy, Value Added services and Quality Products. The
Hypermart should take measures in the areas of error free transactions, still better
behavior from the employees of the Hypermart, and keep such products which required
by both male and female customers.
As per the model generated, Price seems to be the most important dimension for
Hypermart. This also seems logical and is very important for new organized retailers to
ensure value-for-money for their customers. This is possible by ensuring supply chain
efficiencies through development & procurement directly from farmers or
manufacturers.

61
One-stop shopping experience means that the customer can buy from a broad
assortment of merchandise from the same store. Consequently, Hypermarts can also
stock various goods such as toys, home improvement equipment, home furnishings, etc.
Ambience is important for the modern-day customer. With increasing education levels,
changing life-styles and exposure to organized retail, customers expect a good, clean &
hygienic store environment.
Salesperson role is very important in hypermart. Retailing is a part of the service sector
and the salesperson plays a very effective role in relationship selling. The cash-counter
clerks’ behavior is also very crucial and retailers need to ensure that all such employees
are effectively trained for better customer management and relationship marketing.
It is advised that the Hypermart can take some surrounding empty places on rental basis
for this purpose. This can be done at least during weekends or busy days of business.
hypermart should have facilities to accept all kinds of payment cards in the outlets,
instead of accepting only VISA or Master Cards or Maestro cards.
4.3 Limitations of Study
 The main constraint was just interaction with the people who comes to the
store.
 The sample size chosen is limited to 100.
 The research was done only in 8 weeks.
 Data collected may not be a representation of the entire population.
 The study was conducted on Tuesday, Wednesday, Saturday and Sunday of
the week days.
 Information given by the respondents may be correct and may not be correct.
 The study was based purely in Kadiri Hypermart, Kadiri Town

4.4 Conclusion:
The demographic variables age group, occupation and monthly household income were
also analyzed with respect to frequency of visit to retail stores. The findings of the study
had shown a significant difference between different categories of age groups with
respect to frequency of visit to a Kadiri Hyprmart
Significant difference between the customers with varied occupation is observed with
respect to their frequency of visit to traditional store as well as supermarket. It is
observed that retired customers frequently visited traditional stores while salaried
customers were found to less frequently visit traditional store. Unemployed were found

62
to frequently visit Hypermart while retired persons were found to visit Hypermart less
frequently. It is also observed that an increase in the monthly household income
increases the frequency of visit to Hypermart.
The study has also tried to understand the influence of consumer demographics on
frequency of shopping across traditional stores and Hypermart.

4.5 Scope for future Research

This study is concentrated on perceptions and evaluations of food & grocery stores and
seeks to build on the very little research done in retailing in general, and data mining in
retailing in particular. In the future, researchers can seek other relevant research
problems from the industry and from existing literature.
In terms of future scope, a variety of data mining techniques can be used by researchers
to simplify customer perceptions and attitudes. Every day, every hour and every minute,
tera-bytes of data gets generated from millions of shoppers, yet, retail managers/
business executives always grapple with relevant information that can help retailers/
researchers design strategies to generate customer loyalty.
In terms of managerial and technical approach, Additional sectors, such as apparel
retailing, fashion products, consumer electronics, luxury brands, mobile retailing etc.
can be researched. Even within grocery retailing, specific formats such as supermarkets,
hypermarkets, convenience stores and traditional open markets etc. are very relevant
areas of research for future.

63
REFERENCES

Media Reports, Press Releases, Deloitte report, Department of Industrial Policy and
Promotion website, Union Budget 2019–20, Consumer Leads report by FICCI and
Deloitte - October 2019

1.Gupta, D.D Retailing in India and the Role of the Marketing Mix. European Retail
Digest, 53, (2007): 17-20.

2.Shukla, A., and Jain, V. Paradigm shift of Indian Retailing: A Global Perspective.
Journal of IMS Group, 4(2), (2007): 29-36.

3.Shashikala R., Ashwini Gangatkar J.A study on comparative analysis of consumer

perception towards supermarkets and provision stores in Banglore.
IJEM 6(3),(2015):149-154

4.Shenbagasuriyan R.,Balchanddar G. A comparative study on consumer perception

towards organized retail sector with unorganized retail sector. International
conference on innovative management practises 1(1),(2016):257-262

5. Jackson, V., Stoel, S., and Brantley, A. Mall attributes and shopping value:
Differences by gender and generational cohort. Journal of Retailing and Consumer
Services, 18 (5), (2011):1-9.

6. Kele. Impact of organized food retailing on Consumer buying behaviour.

International Journal of Commerce, Bossiness and Management, 3 (3), (2014): 407-
414.

7. PARIPEX Indian Journal of Research.

8. International Journal of Recent Technology and Engineering (IJRTE) Volume-8

Issue-4, November 2019

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 ANNEXUTE-I

1) Gender: a) Male b) Female.

2) Age group: a) Below 20 b) 21-30 c) 31-40 d) 41 and above

3) Occupation: a) Employed (salaried) b) Self-employed c) Unemployed

4. Monthly Household income:

a) <INR 10,000 b) 10000 – 20000 c) 20000-30000 d) more than

30000

------------------------------------------------------------------------------------------------------

1) How far is Kadiri Hypermart from your place?

a) Less than 1km b) 1-2 Km c) 2-5 Km d) >5km

2) Please State your opinion on Kadiri Hypermart:

Highly Highly
Satisfied Not satisfied
satisfied dissatisfied
Variety of
products
Range

Price
Freshness of
products
Billing

Parking facility
Overall
Service

3) Do you get enough information regarding sales promotion by Kadiri

Hypermart?

a) Yes b) No

65
4) How often to you visit Kadiri Hypermart ?

a) More than once in a week b) once a week c) Once in two weeks d) Once a
month

5) What do you buy when you visit Kadiri Hypermart? (tick those applicable)

a) Fruits and Vegetables b) Groceries c) Garments d) Consumer durables

6) What type of product are you more likely to buy?

a) National Brand b) Shop brand

7) Other than Kadiri Hypermart which other shops do you visit? (tick those
applicable)

a) Shoukath Supermarket b) Kavitha Supermarket c) More

d) Sri Venkateswara Supermarket e) Others (please specify)

Questionnaire on those who do not visit Kadiri Hypermart

Note: Please put the  mark to the appropriate answer.

1) Gender: a) Male b) Female.

2) Age group: a) Below 20 b) 21-30 c) 31-40 d) 41 and above

3) Occupation: a) Employed (salaried) b) Self-employed c) Unemployed

4. Monthly Household income:

a) <INR 10,000 b) 10000 – 20000 c) 20000-30000 d) more than

30000

66
-------------------------------------------------------------------------------------------------

1. Which supermarket do you shop at the most?

a) Soukath Supermarket b) Kavitha Supermarket c) More

d) Sri venkateswara Supermarket e) Others (Kirana shops)

2. Distance travelled to store:

a) 0-1 km b) 1-2 km c) 3-5 km d) more than 5 km

3. What type of product are you more likely to buy?

a) National Brand b) Shop brand

4. Reason for not visiting Kadiri Hypermarket.

a) Distance b) No parking space c) Limited range of product

d) Unsatisfactory service

67