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TO STUDY THE BUYING BEHAVIOUR OF

CUSTOMERS OF RANCHI IN ORGANISED RETAIL MARKET.

TO STUDY THE REASONS FOR BUYING

FROM ORGANISED RETAIL OUTLET.

TO PROVIDE RECOMMENDATIONS TO

MARKETERS TO SERVE CUSTOMERS EFFICIENTLY AND CONVENIENTLY.

I. PRIMARY DATA

QUESTIONNAIRE SURVEY

II. SECONDARY DATA


ARTICLES PREVIOUS REPORTS

I. HYPOTHESIS :

DIFFERENT FACTORS AFFECT THE BUYING BEHAVIOUR OF ORGANISED RETAIL.

II. SAMPLING DESIGN


SAMPLE SIZE : 50 SAMPLE AREA : RANCHI AREA SEGMENTS : BARIATU, MAIN ROAD, KANKE, DORANDA AGE GROUP : 18-55 YEARS SAMPLING TECHNIQUE : RANDOM

III. METHOD OF ANALYSIS

STATISTICAL

The market for organised retail is 80,000

crores. The growth rate is 24%. It contributes 14 to 15% to the GDP of India. The government of India has announced the opening of FDI in multi brand retail.

YES

42

NO

16%
YES

84%

NO

IT WAS FOUND THAT MAXIMUM PEOPLE SHOP FROM RETAIL OUTLETS.

SO, THE MARKETERS SHOULD KEEP DOING INNOVATIONS AND TRY TO MAKE THESE CUSTOMERS LOYAL AND ALSO TRY TO MAKE NEW CUSTOMERS.

FAR FROM HOME COSTLY UNAWARE

4 1 2

DOESNT MATTER

13%
25% 12% 50%
FAR FROM HOME COSTLY UNAWARE

DOESN'T MATTER

IT WAS FOUND THAT LOCATION PLAYS A MAJOR ROLE FOR THE CUSTOMERS TO SHOP FROM THESE RETAIL OUTLETS. ALSO, SOME PEOPLE THINK ITS COSTLY AND SOME ARE NOT AWARE OF IT.

YES
NO

4
4

50%

50%
YES NO

SCOPE OF RETAIL MARKET IS GOOD IN RANCHI AS MANY NEW CUSTOMERS WILL ADD IN RECENT FUTURE.

BRAND VARIETY AMBIENCE LOCATION

17 2 5

TIME SAVING
PRICE STATUS SYMBOL

13
4 1

2% 9% 39% 33% 12% 6% BRAND VARIETY AMBIENCE LOCATION TIME SAVING PRICE STATUS SYMBOL

IT WAS FOUND THAT PEOPLE PREFER MORE SHOPPING FROM THESE OUTLETS AS THEY ARE HAVING A LARGE VARIETY OF BRANDS AND PRODUCTS. WHILE LEAST IMPORTANCE WERE GIVEN TO AMBIENCE AND STATUS SYMBOL.

BIG BAZAAR RELIANCE MART VISHAL MEGAMART RELIANCE FRESH

28 8 4 2

SUVIDHA

9% 19%

5% BIG BAZAAR RELIANCE MART 67% VISHAL MEGAMART

RELIANCE FRESH SUVIDHA

IT WAS FOUND THAT MAXIMUM PEOPLE FROM OUR SAMPLE GROUP PREFER TO SHOP FROM BIG BAZAAR. WHILE, NO PREFERENCE WAS GIVEN TO SUVIDHA FROM OUR SAMPLE GROUP.

GROCERY
PERSONAL CARE

19
11

GARMENTS
DURABLES

11
1

OTHER ITEMS

3% 26% 45%
GROCERY PERSONAL CARE GARMENTS

26%

DURABLES OTHERS

IT WAS FOUND THAT PEOPLE MOSTLY PURCHASE GROCERY ITEMS(ESPECIALLY HOUSEWIFES). GARMENTS AND DURABLES ITEMS ARE ALSO MOSTLY PURCHASED.

FRESH STOCK DISCOUNTS

4 14

WEEKENDS
ANYTIME

13
11

26%

10% FRESH STOCK 33% DISCOUNTS WEEKENDS ANYTIME

31%

IT WAS FOUND THAT THOSE WHO SHOP FROM THESE OUTLETS SHOP ANYTIME ESPECIALLY DURING DISCOUNTS/OFFERS AND WEEKENDS. FRESH STOCK DOESNT ATTRACT THEM MUCH.

DEFINITELY
MOSTLY RARELY NEVER

7
18 11 6

14% 17% 26%


DEFINITELY MOSTLY RARELY NEVER

43%

IT WAS FOUND THAT MOSTLY THE PEOPLE MAKE SOME PLANNING OR THEY PREPARE SOME LIST BEFORE GOING TO SHOP IN RETAIL OUTLETS.

RANK 1
2 3

FACTORS QUALITY
VARIETIES OF PRODUCTS PRICE

4
5 6

DISCOUNTS/OFFERS
AMBIENCE TO MAINTAIN STATUS

PREFERENCE

PREFERENCE

QUALITY IS THE FIRST PREFERENCE OF THE

CUSTOMRES AS THEY ARE BECOMING MORE QUALITY CONCIOUS.

ALSO, THEY WANT A WIDE VARIETY OF

PRODUCTS AND BRANDS AT ONE PLACE.

PEOPLE ARE NOT BOTHERED ABOUT THE

MAINTAINANCE OF STATUS OR AMBIENCE.

YES NO

30 12

29% YES 71% NO

IT WAS FOUND THAT DECISION OF MOST OF THE PEOPLE ARE AFFECTED BY WORD OF MOUTH PUBLICITY.. SOME ARE NOT AFFECTED BY SUGESSTIONS AND RECOMMENDATIONS.

BELOW 10,000 10,000-20,000 20,000-30,000 30,000-40,000 40,000-50,000 ABOVE 50,000

4 9 10 7 4 8

19%
10%

9% 21%

>10000 10000-20000 20000-30000 30000-40000 40000-50000 <50000

17%

24%

IT WAS FOUND THAT