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CONTENTS

LIST OF TABLES
LIST OF EXHIBITS

Chapter No. Particulars Page No.

1. Introduction and Design of the Study

2. Review of Literature

3. Corporate Retail Stores – An Overview

4. Analysis and Interpretation

5. Summary of Findings, Suggestions and Conclusion

Bibliography

Annexure
LIST OF TABLES

TABLE PARTICULARS PAGE NO.


NO.

1 Table showing Gender of the Respondents

2 Table showing Age Group of the Respondents

3 Table showing Educational level of the Respondents

4 Table showing the occupational status of the Respondents

5 Table showing Family Monthly Income of the Respondents

6 Table showing size of the family of the Respondents

7 Table showing the level of awareness

8 Table showing sources of awareness about corporate Retail stores

9 Table showing the normal purchase of the respondents

10

11 Table showing frequency of visit

12 Table showing the items purchased

13 Table showing the amount spending per month for buying

14 Table showing

15 Table showing Ranking reasons for buying

16 Table showing the discount offers

17 Table showing the services of corporate retail stores

18 Table showing the satisfaction level

19 Table showing the problems in purchasing

20 Table showing the complaints

21 Table showing the response towards complaint


22 Chi-Square Value - Personal Factor and Sources of awareness

23 Chi-Square Value - Personal Factor and Normal Purchase

24 Chi-Square Value - Personal Factor and Frequency Visit

Chi-Square Value - Personal Factor and Amount spending for


25 purchase

26 Average Rank Analysis – Gender and the Reasons for buying

27 Average Rank Analysis – Age Group and the Reasons for buying

Average Rank Analysis – Educational level and the Reasons for


28 buying

Average Rank Analysis – Occupational Status and the Reasons for


29 buying

Average Rank Analysis – Family monthly income and the Reasons


30 for buying

31 Average Rank Analysis – Family size and the Reasons for buying

32 Average Score Analysis – Gender and level of Satisfaction

33 Average Score Analysis – Age Group and level of Satisfaction

Average Score Analysis – Educational Level and level of


34 Satisfaction

Average Score Analysis – Occupational Status and level of


35 Satisfaction

Average Score Analysis – Family Monthly Income and level of


36 Satisfaction

37 Average Score Analysis – Family Size and level of Satisfaction


LIST OF CHARTS
S.NO. PARTICULARS PAGE NO.
1 Chart showing Gender of the Respondents

2 Chart showing Age of the Respondents

3 Chart showing Educational level of the Respondents

4 Chart showing Occupational Status of the respondents

5 Chart showing Family monthly income of the Respondents

6 Chart showing Family size of the Respondents

7 Chart showing Level of awareness about Corporate Retail stores.

8 Chart showing the Sources of Awareness


9 Chart showing Normal Purchase of the Respondents

10 Chart showing

11 Chart showing Frequency Visit to Stores.

12 Chart showing Items Purchased

13 Chart showing the Amount spending per month for buying

14 Chart showing

15 Chart showing the Ranking Reasons for buying

16 Chart showing the discount offers

17 Chart showing he Better Services

18 Chart showing the Sati factional level

19 Chart showing Problems in Purchasing

20 Chart showing the Complaints

21 Chart showing the Response towards complaint

A STUDY ON CUSTOMER ATTITUDE TOWARDS SELECT


CORPORATE RETAIL STORES

Introduction:

Retailing consists of the business activities involved in selling goods and services to
consumer for their personal, family or household use. It includes every sale of goods and
services to the final consumer ranging from automobiles to apparel to meals at restaurant to
movie theatre tickets retailing is the last stage in the distribution process.

According Philip Kotler “Retailing includes all the activities involved in selling goods or
services to the final consumers for personal, non-business use. A retailer or retail store is any
business enterprise where sale volume comes primarily from retailing.
The world retail is derived from the French word retailer, which means to cut off a piece
or the break bulk. A retailer may be defined, as a dealer or trader who sells goods in small
qualities G. “One who repents or relates”.

The origin of retail is traced back to barter trade various formats have involved over the
past thousand years and have been influenced by the social and economic development.
Medieval markets were dependent on local sources for suppliers and merchandise was sold is
this market place or by peddlers.

Customers travelled considerable distances for their purchases.

Since independence, retail in India has involved to support the unique needs of our
country faced with the task of providing basic food grains to the mass population. The Indian
government set up the public distribution systems Khadi and village industries commission
stores (KVIC) one of the olderst retain chain in India more than 7000 KVIC stores across the
country.

The public distribution system was started in 1939 in Bombay and subsequently intended
to other cities and towns. By the year 1946, as many as 771 cities / Towns were covered. There
was also a rapid increase in the ration shops and their number went up from 18000 in 1957 to
51000 in 1961.

In 1963, the co operator movement championed by the government, which set up the
Kendriya Bhandars, operating with a network of 112 stores and 42 fair price shops across the
country. In Maharastra, Bombay Bazaar, which operates stores under the label Sahakari
Bhandars and Apna Bazaar runs a large chain of co operative stores. While independent retailing
insisted in India a very long time, the first attempt of organized retailing was witnessed in the
textile sector there by opening its economy to global country parts. In early 1990’s the country
witnessed retail, revolution in the farm of organized retailing Mega stores and malls.

Currently, retailing is fragmented and is dominated by neighborhood stores which is


average of less than 500 Sq. Ft. retail shops. The traditional food and grocery segment has been
transformed by the emergence of supermarket, convenient stores and fast food chains.
Organized retailing is spreading and making its presence fact in different fact in different
parts of the country thought there are traditional family owned retail chains in South India, the
retail revolution practically started in chinnai, where food world was an early more into
organized retail.

The retail industry is divided into organized and unorganized sectors. Over 12 million
outlets operate is the country and only 4% of them being larger than 500 Sq. Ft. in Size.
Organized retailing refers to trading activities undertaken by licensed retailer that is, there who
are registered for sale tax, income tax etc. there include the corporate backed hyper markets and
retail chains and also the privately owned large retail business. Unorganized retailing on the
other hand refers to the traditional formats, of low cast retail for example the local Kirana shops,
general stores, Pan/Beedi shops, convenience stores, Hand cart and parement renders etc. the
organized retail market is growing at 35% annually while growth of unorganized retail stores is
pegged at 6%.

Retail market is the organized sector in India is growing can be identified from the fact
that 1500 supermarket, 3.25 departmental stores and 300 new malls are being built.

Many Indian companies are entering the Indian retail market which is giving Indian
organized retail market a boost. One such company is the Reliance Industries United. It plans to
invest Us $ 6 Billion in the Indian retail market by opening 1000 hyper markets and 1500
supermarkets.

STATEMENT OF THE PROBLEM

Methodology

1. Source of data

The study was primary data and also secondary data. Primary data for the purpose of
collection of data, questionnaire method was selected. The questionnaire is framed in such a
manner that will covers all the details required for the study. It is framed is simple and in
understandable manner so act to enable the respondents to express their views freely and
frankly.
2. Sampling method:

For Purpose of the Study, 250 Respondents were selected. The data were collected from them
using questionnaire convenient random sampling method is used in the study.

3. Area of the study:

The are of the study refer to Coimbatore city.

4. Tools of Analysis

1. Percentage analysis

2. Chi – Square analysis

Limitation of the Study

1. The study has been restricted to Coimbatore town.

2. The study has been conducted with only 250 Respondents.

CHAPTER SCHEME

The present study is classified into fire chapters.

CHAPTER – I : Introduction and Design of the Study.


It chapter deals in brief statement of the problem, objectives, methodology used
and the limitations of the study.
CHAPTER – II : Review of Literature
A brief review of the study is made in the area are presented in this chapter.

CHAPTER – III : Corporate Retail Stores – An overview


This Chapter provides a theoretical aspects related to the study.

CHAPTER – IV : Analysis and Interpretation of Data


In tune with the objectives of the study, the analysis and interpretation are
presented with descriptive and statistical analysis.

CHAPTER – V : Findings, Suggestions and Conclusion.


This Chapter provides a summary of findings, recommendations and
conclusions on the basis of the results of the study.

CHAPTER II

REVIEW OF LITERATURE

1. Dr. V. Murugaiah and Radhika Vishras* Article revealed that the modern or the
organized department store like shoppers shop, website, globus, lifestyle etc, that are by big in
size with more than 5000 Sq. Ft. selling are. There are the claim of outlets being operated
professionally with centralized sourcing and accounting practices and having skilled workforce
fall under the organized retail outlets category. The traditional departmental stores with less
than 500 to 2000 members as part or full time employees. They procure locally and some from
other states of the country. No proper billing system adopted. Bargaining rules the transactions
very close to.

(Dr. R. MURUGAIAH and RADHIKA VISHVAS “INDIAN JOURNAL CUSTOMER


OF MARKETING)

2. Moer Firdoos Jahan and Dr. Lalitha Ramakrishna’s Article revealed that Departmental
store offered an intensive assortment of goods and services that are organized into separate
departments for the purpose of efficient buying, assortment, promotion and above all, case of
shopping for the consumer such as formal provides the greatest selection of any general
merchandize and very often serves as the anchor store in a shopping mall or shopping centre
shoppers stop is the first one to open a departmental store in the early 1990’s and currently
operates 19 stores in 10 different cities in India.

(Moor Firdoos Jahan and Dr. Lalitha Ramakrishna “Indian Journal of marketing morals
2008)

3. Harprect Singh Marinder Kaur’s article revealed the retail industry is divided into
organized and unorganized sectors. Organized retailing referred to trading activities undertaken
by licensed retailers that they are these who are registered for sales tax, income tax etc. There
includes the departmental stores, Big hyper markets. The Departmental stores having wide
variety of products, organized into different departments such as clothing, house ware,
furniture, appliances, toys etc.

(Harprect Singh narinder kawn “Indian Journal of marketing” April 2008)

4. Dr. S. V. Pathak, Aditya P Tripathi’s Article revealed in India the number of


departmental stores is less as compared to other retail formate such as super markets and
discount store. Shoppers stop is the first are to open a department store in the early 1990’s and
currently operates 10 stores in 10 different cities in India. The store strongly focuses on life
styling retailing and can be segregated into fire departments such as apparel, accessories, home
décor, gift ideas and other services.
(February Dr S. V. Pathak, Aditya P. Tripathi “Indian Journal of marketing” Feburary
2009)

5. V. Ramanathan, K. Hari’s Article recealed there are around 100 departmental stores in
India. The segments is growing much faster than overall retail industry the number of stores
has been growing by 24 percent annually and sales had growing at around 34 percent during
1999-2002. The demographics of a region vary quite distinctly from others. Inorder to reacts to
all classes of society in India, organized retail formats should design a comprehensive and
prospective business model which offered the quality product.

(Services at affordable price and generates more socially balanced business) V.


Ramanathay, K. Hari “Indian Journal of markeing” December 2008.

6. Debajani. Saheo, Hari Govind Mishra’s Article revealed retail sector has become one of
the most dynamic growing sectors in recent times. Retailing has always been an integral part of
economic nations with strong retail activity has enjoyed greater economic and social progress.
It contributes to the development by maturing the individual requirements of the population
with the producers and suppliers of merchandise. It is a clear indication of the spending pattern
of the consumers of a country.

(Debajani Sahoo, Hari Govind Mishra “Indian Journal of marketing” January 2008)

7. Telangetal (2007) referred that convenience, enjoyment and price are the three important
factors that motivates consumers to purchase from an organized retail store convenience is
defined as a customer perception of saving in time effort related to transaction with a vendor.

(Telangetal (2007) “Organized Retaling in Semi-Urban Market”

8. Berry (2002) referred organized retailers sell a large variety of products and brands,
customers find it particularly convenient to purchase goods in bulk. Enjoyment is defined as
the extent to which the activity of purchasing from enjoyable in its own right.

(Berry (2002) “Decision Support System”)

9. Venkatesh (2000) referred many people go to such stores for window shopping. The
clean environment of the shops attracts customer to make purchases. Moreover, many
customers consider purchasing from there organized retail stores as a status symbol. Perceived
price is defined as a customer’s subjective perception of the observed price (Total amount that
the customer has to pay to get the product) compared to the reference price. In making
purchases from an organized retail stores, customers the prices with that available is mom and
pop shops or other retail stores. The prices are thus considered as high or low is these retail
stores

(Venkatesh (2000) “Information system Rereands”)

10. Schncider, lngrid E and Burnett, G. Wesley article revealed protected area management
was increasingly important throughout the world, particularly is less developed countries and
arid regions. The middle east, including Jordon, has important and unique resources due to its
varied topography and climate. In Jordon, the protected areas are privately, rather than
publicly, managed, and this provides for a unique and somewhat challenging management
effect. The purpose of this paper is to review the establishment and administration of Jordon’s
protected areas with particular emphasis on the challengers of multiple administrative and
legislative layers, departmental working relationships, and a paucity of funding. Interviews
with government and non governmental experts in Jordon coupled with a review of portionent
academic and planning literature, served as the information base for this study.

(Department of Recreation management & Tourism, College of Public programs,


Arizona State University, P.O. Box 874905, Tempe, USA)
REVIEWS OF LITERATURE

* Mukesh Ambani (2005) says that, have got responsibility for the old economy oil
implementation to textile business of the undivided Reliance Group. His group the largest
private sector business house in the country straddles the entire petro chemical value
chain.

(Mukesh Ambani, Journal of Business today, July 17, 2005 P. 87)

* Krishna Gopalan (2005) says that, Mukesh Ambani consolidates his grand plan of
things for Reliance Industries include the doubling capacity at the Jamnagar and having a
global presence.

(Krishna Gopalan, ‘The Journal of Business Today, Aug 28, 2005 P. 68)

* Anne Marie Mc Gauran (2001)55 Shridiek the processor of selling to customers in


Multi-National fashion stores in Paris and Dublin as compared. It is argued that the
Cross-National difference identity is related to difference in both national institutional
structures and the organization of urban form. Intermediary societal effects theorists
argue that cross-national differences in institutional stuructures (such as education,
training and industrial relations systems) affect the organization of production in
countries. These arguments are expanded in relation to cross-national differences in retail
system and a wider range of cultural factors, which can affect consumption processes.
The combination of there three approaches is applied to provide a theoretical
understanding of how processes of selling differ between Paris and Dublin.

(Anne – Marie McGanran, “Retail is detail Cross-national variation in the character of


retail selling in Paris and Dublin, “Centre for Gandar and women’s studies, Trinity
college, Dublin 2, Ireland)

* Peter T.L. Popkowski leszrye, Harry Timmermans (2001)54 in their study indamines the
prevalence of different shopping strategies and the impact of managerial decision related
to pricing, promotions, service and assortment on the choice of shopping strategy. A can
joint choice models in retailing in that it incorporate the similarity of competing strategies
and allows one to test whether consumer choices of shopping strategy are dependent on
contextual variables such as weekday Vs weekend Vs month end shopping.

(Peter T.L. Popkowski leszcye, Harry Timmermans (2001) “Experimental choice analysis
of shopping strategies – European Institute of retailing and services studies – Journal or
Retailing – 77 (2001) 493-509.

∗ Janjaap Semaijn, Allard C.R. Vanriel and A.B.A Beatriz Ambrisini (2001) the
importance of store brand has increased. Many products carrying a label that is
exclusively available from a specific retailer chain have been introduced in cerecent
years, with varying degrees of success. Retailers appear to pay little attention to the
multiple risks associated with addiding new product categories to their store labels. We
investigate how store image factors and various categories how store image factors and
various categories of perceived risk associated with product attributes affect consumer
evaluations of store branded products. A structural models in developed and tested,
providing indications of the likelihood of store brand success in various product
categories. Research and managerial implications are provided.

∗ Janjaap Semeijn allard L.R. Van Riel and A.B.A Beatiro ambrosini “Consumer
evolutions of store brands; effectors of store incharge and product attributes” journal of
retailing and consumer service, III (2004) 247-258.

∗ Mark J Eppli, James shilling (1996) he goal of this is to empirically measure the
consumer utility trade off between store location (i.e. distance tea shopping centers) and
retail agglomeration in regional shopping centers conversely, agglomeration economics
were of siginificant importance is explaining consumer patronage at regional shopping
centers may be dominated by large super regional shopping centers with the small one or
two anchor regional shopping centers unable to compete with the larger, many anchored
super regional centers.

(Mark J Eppli James D. Shilling (1996)” How critical is a good location to a regional
shopping centers. The Jounral of Real estate Research Vol. 12, No. 3.
∗ Colleen Collins and Tara Lindley (2002) are made in this study store’s own brands can
provide important opportunities for retail differentiation if they are considered by
consumers to be uniquely associated with store image.

A survey of shoppers measured attitude toward individual stores images and store brand
perceptions, as well as general attitudes toward store brands. A regression analysis
demonstrates a positive relationship between consumers perceptions of individuals stores
own brands and their associated stores image dimensions and attitude towards store
brands in general.

(Collen Collins and Tara Lingley (2002) store brands and retail differentiation, the
influence of store image and store brand attitude on store brand perception journal of
retailing and consumer services 10 (2003) 345-352.

∗ Mary L Joyce and David R. Lambert (1996) research shows that store image is an
important component of a customers store choice and use of a store environment. Most of
this research store image might vary across different consumer segments. Examiner the
impact of age on final consumers perception of retail store image. Reveals that shopper
age significantly affects perceptions of store image. Younger consumer feel more positive
above both store characteristics and sale person attributes than do older shoppers.
Retailers spend considerable resource on designing store environments, which enhance a
consumer perception of store image. This study suggests that a consumers age affects
his/her perceptions of store image.

(Marry L Joyce and David R Lambert (1996) ) Memories of the way stores were and
retail store image, International Journal of retail and distribution management, Vol 24,
No. 1, PP 24-33.

∗ Fishbein (1975)1 suggest that consumer perceive products as having several attributes.
Consumers view a particular product in terms of where it lies between the set of attributes
relevant to its product class and they are likely to develop perceptions about where
different brands are on each attributes.
(Fisbein M (1975) Belief, attitude, Intention and bahavour: An introduction to theory and
research, Addison – Wesley, reading.

∗ Davier (1992) concluded that store image is likely to be situation specific, varying
according to the purpose of each consumer purchase. A second pointer underlying much
of this previous work is that there is not always a natural congruence between the image
the retailers have of themselves, and the image, which consumers have of their outlets.

Davier G (1992) Positioning, image and the marketing of multiple retailers, the
international review of retail, distribution and consumer reveals, Vol 2, No.1 ppl 3-34.

∗ Davier (1992) concluded that store image is likely to be situation specific, varying
according to the purpose of each consumer purchase. A second pointer underlying much
of this previous work is that there is not always a natural congruence between the image
the retailers have of themselves, and the image, which consumers have of their outlets.

∗ The degree of congruence between retailer and consumer perceptions of image has been
stressed as important by a number of authors (e.g. Sali and Lincoln, 1989, Usman 1993)
this area is considerably under-researched. Lassill et al (1993) made some attempt to
summarize these ratings of individuals attributes by using factor analysis. They found
that consumers choose to patronize individual department stores for clothing purchases
when a combination of factors were present. The stocking of particulars brands, the
presence of national and own branded products and where garments offered functional
value rather than fashion appeal.

(Osman MZ (1993)1 A conceptual model of retail image influences on loyality patronage


behavior, the international review of retail, distribution and consumer research, Vol 3,
No. 2, PP 133-148.

Cassil (19931 Intra type competition among department store the international review of
retail, distribution and consumer research, Vol 3 No. 1 PP 65-78.
∗ Arnold. Dum and Tigert (1983)1, has systematically examined these excess tasting for the
consistency of the effects of perceived retail attributes on patronage choice, using data
collected in different seasons, times, cities and countries. Their study of departmental
stores patronage retained the null hypothesis that their multinational legit (MNL)
parameters vectors were equal across four quarterly sets of seasonal data from the
Toronto market in 1980. However, they rejected the null hypothesis that the multinomial
legit model parameters vectors for departmental stores were identical.

Arnold Dum and Tigert (1983) “Retail image dimenstions and consumer preference”
HARVARD BUSINESS REVIEW. May – June PP. 10-15.

∗ Fisbein (1975) suggest that consumers perceive product as basing several attributes.
Consumers view a particular product in terms of where at lies between the set of
attributes relevant to its product class, and they are likely to develop perceptions about
where different brands are on each attributes

Fishbein M (1975) Belief, attitude, intention and Behaviour: An introduction to theory


and research, Addison – Wesley, reading

∗ Mary L Joyce and David R Lambert (1996) research shows that store image is an
important component of a customers store choice and use of a store environment. Most of
this research ignores how store image might vary across different consumer segments.
Examines the impact of age on final consumers perceptions of retail store image. Reveals
that shoppers age significantly affects perception of store image. Younger consumers feel
more positive about both store characteristics and sales person attributes they do older
shoppers. Retailers spend considerable resources on designing store environments, which
enhance a consumers perception of store image. This study suggest that a consumers age
affects his/her perceptions of store image.

Mary L Joyce and David R Lambert (1996) Memories of the Way stores were and retail
store image, International Journal of retail and distribution management Vol 24, No. 1,
PP 24-33
∗ Mark J Eppli, James d shilling (1996) the goal of this to empirically measure the
consumer utility trade off between store location (i.e. distance to a shopping center) and
retail Agglomeration is retional shopping centers. Conversely, Agglomeration economics
were of significant importance explaining consumer patronage at regional shopping
centers may be dominated by large super regional shopping centers with the smaller one
or two anchor regional shopping centers unable to compete with the larger, many
anchored super regional centers.

Mark J Eppli James d Shilling (1996) “How critical is a good location to a regional
shopping center. The journal of real estate research Vol. 12, No.3.

CHAPTER – 3

CORPORATE RETAIL STORES – AN OVERVIEW

When man started to cultivate and harvest the land, he would occasionally find himself with a
surplus of goods. Once the needs of his family and local community were meet, he would
attempt to trade his goods for different goods produced use where. Thus markets were formed.
These early efforts to swap goods developed into more gatherings, when a producer who had a
surplus could not find another producer with suitable products to swap, he may have allowed
others to owe him goods. Thus early credit terms would have been developed. This would have
led to symbolic representations of such debts in the form of valuables items and eventually
money.

How Retail Develop:

Peddlers and Producers:

The Retail Trade is rooted in two groups. The peddlers and producers peddlers lended to be
opportunistic in their choice of stock and customer. They would purchase any goods that they
through they could sell for a profit producers were interested in selling that they had produced.

General Stores
This division continues to this day with some shops specializing in specific areas, reflecting their
origins as outlets for producers and others providing a broad mix known as General Store. (Such
as Casey’s in the Midwest of the U.S.A).

Although specialist shops are still with us, over time the general store has increasingly taken on
specialized products. Customers have found this to be more convenient then to visit many shops.
Thus the term “Convenience Store” has also been applied to these shops. As the popularity of
general stores has grown, so has their size. This combined with the advent of self-service has
lead to the supermarket or superstore.

Early Markets:

Overtime, producers would have seen value in deliberately over producing in order to profit from
selling these goods. Merchants would also have begun to appear. They would travel from village
to village, purchasing there goods and selling them for a profit overtime, both producers and
merchants, would regularly take their goods to one selling place is the centere of the community.
Thus, regular market appeared. The first shop: Eventually, Markets would become permanent
fixtures (i.e.) shops. There shops along with the logistics required to get the goods to them were,
the start of the Retail Trade.

The Birth of Distance Retailing

Defined as Sales of goods between two distant parties where the deliver has no direct interest in
the transaction, the earliest instance o distance retailing probably coincided with the first regular
delivery or postal services. Such services would have started in earnest once man had learned
how to ride a camel, horse etc.

When individuals or groups left their community and settled elsewhere, some missed foodstuffs
and other goods that were only available in their birth-place. They arranged for some of these
goods to be sent to them. Others in their newly adopted community enjoyed these goods and
demand grew. Similarly new settlers discovered goods in their new surroundings that they
dispatched back to their birth place, and once again, demand grew. This soon turned into a
regular trade. Although such trading routes expanded mainly through the growth of travelling
salesman and then wholesalers, there were still instance where individuals purchased goods at
big distance for their own use and second reason that distance selling increased was through war.
As armies marched through territories, they laid down communication cans stretching from their
home base to the front. As well as governing goods from which ever. Locality they found
themselves in, they would have also taken advantage of the lines of communication to order
goods from home.

Origins of Retail:

It is likely that, as markets became more permanent fixtures they evolved into shop. Although
advantageous in many respects, this removed the mobility that a peddler or travelling merchant
may still have enjoyed. For some shopkeepers, it made sense to obtain extra stock and open up
another shop most probably operated by another family members. This would recover business
from peddlers and create new business and the greater volume would allow the shopkeeper to
strike a better deals with suppliers.

Growth

This new type of shopping was more efficient and many customers preferred it. Although
personal service stores remain to this day this new concept started a rapid growth of self-service
stores in the united states their countries were slow to take up the idea, but there has been a
steady rise in the global amount of self-service stores ever since.

Efficiency

These entrepreneurs noticed that their staff has to spend a great deal of time taking grocery
orders from customers. The grocery were stacked on shelves allowing customers to walk around
and browse, collecting their shopping in a basket that was supplied. The shopkeeper would only
need to top up the final bill at the end of the process and transfer the goods from the basket to the
customer and receive payment.

India is a land of retail democracy – hundreds of thousands of weekly haats and bazaars are
located across the length and breadth of our country by people’s own self-organizational
capacities. Our streets are bazaars – lively, vibrant, and safe and the source of livelihood for
millions. India has the highest shop density in the world, will 11 outlets per 1000 people. This
does not include the village haats.

Retailers like Kirana (mom-and-pop-stores), grocers and provision stores are characterized by
the more systematic buying – from the mandis or the farmers and selling – from fixed structures.

Giant corporations like Wal – Mart and Reliance has started to try and take over the Indian
retail sector. When such as organized retailer opens, nearby, small retailers typically lose about
23% of their sales. The entry of the giant corporate retail in India’s food market will have direct
impact on India’s 650 million farmers and 40 million people employed in tiny retail. More than
6600 mega stores are planned with Rs. 40,000 crore by 2011.

“The size of small retail is big; the size of big retail is small”

Self-Organized Vs. Corporate

The first strategy is to definite the small scale self-organized retail as “unorganized” and the
large scale corporate retail as “organized”. The real difference is however not unorganized Vs.
organized. It is Self-Organized Vs. Corporate.

As per the definition retail industry comprises of organized and unorganized sectors. Corporate
retailing refers to trading activities undertaken by licensed retailers, that is, those who are
registered for sales tax, income tax, etc. these include the corporate-backed hypermarkets and
retail chains, and also the privately owned large retail businesses. Unorganized retailing, on the
other hand, refers to the traditional formats of low-cost retailing, for example, the local kirana
shops, owner operated general stores, paan/beedi shops, convenience stores, hand cart and
pavement vendors, etc.
The self-organized sector is characterized by the lari-galla vendors (also known as “mobile
supermarket”) seen in every Indian bylane and is, therefore, difficult to track, measure and
analyse. But they do know their business – these lowest cost retailers can be found everywhere
from village bylanes to where big malls are situated. As far as location is concerned, these
retailers have succeeded beyond all doubt. They have neither village nor city-wide ambitions nor
plans – their aim is simply a long walk down the end of the next lane. This mode of “mobile
retailers” is neither scalable nor viable over the longer term, but is certainly replicable all over
India. Most retailing of fresh foods in India occurs in Mandis and roadside hawker parks. These
are highly organized in their own way. If we put all these hawkers together they almost measure
up to large supermarket. These hawkers have a high degree of merchandise and have a system
that works. Kiranas/Provision stores/mom and pop stores.

In India around 97%-98% of the retail industry is unorganized. Among the organized ones the
already established Corporate Retailers in India are Pantaloon Retail, shoppers’ Stop, Spencers,
Hyper CITY, Lifestyle, Subhiska & Reliance Retail etc.

Unorganized retailers in the vicinity of organized retailers experienced decline in their volume of
business and profit in the initial years after the entry of a large organized retailers. The
consumers are generally in favour of more organized retail, the entry of large retail chains have
adversely affected the small, traditional retailers, who currently from 97 per cent of the sector, in
terms of lower sales and profits.

The farmers of India are definitely facing a deep crisis. Corporate profits grown while farmers’
incomes shrink. Average sales of the small retailers who are facing competition from the
organized retail industry fell from Rs. 1,16,017 in the pre-organized retail scenario to Rs. 97,156
in the post-organized retail scenario, a drop by over 16 per cent. There has been increasing
incidents in several states where local small retailers have physically resisted the opening of
outlets of big retail chains. Such protests prompted the UP government recently to pass an order
disallowing any further opening of Reliance Fresh outlets in the state.

There is competitive response from traditional retailers through improved business practices and
technology up gradation. Small retailers have been extending more credit to attract and retain
customers. There is also a big completion among small organized vs. big organized retailers. In
2007, Reliance took over Adani Retail in Gujarat. Also, Mumbai-based Spinach retail stores
took over Delhi’s Sabka Bazaar and Home store. Recently, media reported Bharti is likely to
take over Big Apple, which started in 2005 and now has 65 stores covering an area of more than
1,00,000 sq. ft.

The emergence of organized retail can take several formats, from small neighborhood stores in
densely populated cities with high real estate prices to large air-conditioned malls in the
periphery where real estate is cheaper. Organized retail can appear small but spread in all local
markets, providing the convenience of a neighborhood kirana store but with procurement on a
mass scale that keeps prices low and provides greater variety.

Reliance Fresh

• Dhirubhai Ambani founded Reliance as a textile company and led its evolution as a
global leader in the materials and energy value chain businesses.

• He is credited to have brought about the equity cult in india in the late seventies and is
regareded as icon for enterpricse in india. He epitomized the spirit ‘dare to dream and
learn to excel’.

• The Reliance Group is a living testimony to his indomitable will, single-minded


dedication and an unrelenting commitment to his goals.

With over 40 Reliance Fresh Stores already launched in Chennai, Hydrebad and Jaipur,
Reliance Retail began its assault of National Capital Region market with the recent opening of
nine new stores in Ghaziabad, Noida, Faridabad and Guragaon.

The company is targeting to open 100 more Reliance Fresh stores in New Delhi alone within
four months, and a 1,000 new stores in 35 cities nationwide by the end of the year with a build-
up area of over 4 million sq.ft. An interview of Rs. 8,000 crore is envisaged for the NCR region
alone.
Reliance Fresh stocks fresh fruits and vegetables, staples, fast moving consumer goods and dairy
products. The stores are already selling over 1,000 tones of fresh produce daily and also 250
categories of commodities. The company is approaching farmers directly for the procurement of
produce, seeking to reduce the 40% wastage that occurs through the traditional supply chain.

Reliance Fresh is the convenience store format which forms part of the retail business of
Reliance Industries of India which is headed by Mukesh Ambani. Reliance plans to invest in
excess of Rs 25000 crores in the next 4 years in their retail division. The company already has in
excess of 560 reliance fresh outlets across the country. These stores sell fresh fruits and
vegetables, staples, groceries, fresh juice bars and dairy products.

A typical Reliance Fresh store is approximately 3000-4000 square feet and caters to a catchment
area of 2–3 km.

History

Post launch, in a dramatic shift in its positioning and mainly due to the circumstances prevaling
in UP, West Bengal and Orissa, it was mentioned recently in news dailies that, Reliance Retail is
moving out of stocking fruits and vegetablesReliance Retail has decided to minimise its exposure
in the fruit and vegetable business and position Reliance Fresh as a pure play super market
focusing on categories like food, FMCG, home, consumer durables, IT and wellness , with food
accounting for the bulk of the business.

The company may not stock fruit and vegetables in some states. Though Reliance Fresh is not
exiting the fruit and vegetable business altogether, it has decided not to compete with local
vendors partly due to political reasons, and partly due to its inability to create a robust supply
chain. This is quite different from what the firm had originally planned.

When the first Reliance Fresh store opened in Hyderabad last Octobernot only did the company
said the store’s main focus would be fresh produce like fruits and vegetables at a much lower
price, but also spoke at length about its “farm-to-fork’’ theoryThe idea the company spoke about
was to source from farmers and sell directly to the consumer removing middlemen out of the
way.
Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance
Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various formats that
Reliance has rolled out.

In addition, Reliance Retail has entered into an alliance with Apple for setting up a chain of
Apple Specialty Stores branded as iStore, starting with Bangalore.

Recently their stores in Jharkand faced the ire of mobs comprising of local vegetable vendors.
They vandalised and attacked the stores claiming that they were stealing their livelihoods.

In August 2007, Uttar Pradesh Chief Minister Mayawati ordered to close 10 new stores keeping
view of Law & order situation. In November 2007, Reliance Fresh stores are attacked by
Bharatiya Janshakti Party supporters headed by Uma Bharti

Reliance Fresh Super markets

Type Supermarket

Founded 30 October 2006

Headquarters Mumbai, India

Key people Mukesh Ambani, CEO

Industry Retail

Website www.ril.com

Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by
Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into almost
every metropolitan and regional are of India. Reliance plans to invest to Rs. 25000 crores in the
next 4 years in their retail division and plans to begin retail stores in 784 cities across the
country. The Reliance Fresh supermarket chain is RIL’s Rs 25000 crore venture and it plans to
add more stores across different g, and eventually have a pan-India footprint by year 2011. The
super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy
products and also will sport a separate enclosure and supply-chain for non-vegetarian products,
besides, the stores would provide direct employment to 5 lakh young Indians and Indirect job
opportunities to a million people, according to the company. The company also has plans to train
students and housewives in customer care and quality services for part-time jobs.

Reliance Fresh recently (24 Jan, 2007) opened several “Fresh” outlets in Chennai, New Delhi,
Hyderabad, Jaipur, Mumbai, Chandigarh, Ludhiana increasing its total store count to 40.
Reliance is still testing its retail concepts by controlled entry beginning in the southern states.

Overview of Reliance:

The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest


private sector enterprise, with businesses in the energy and materials value chain. Group's annual
revenues are in excess of US$ 30 billion. The flagship company, Reliance Industries Limited, is
a Fortune Global 500 company and is the largest private sector company in India.

Backward vertical integration has been the cornerstone of the evolution and growth of
Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of backward
vertical integration - in polyester, fibre intermediates, plastics, petrochemicals, petroleum
refining and oil and gas exploration and production - to be fully integrated along the materials
and energy value chain.

The Group's activities span exploration and production of oil and gas, petroleum refining
and marketing, petrochemicals (polyester, fibre intermediates, plastics and chemicals), textiles,
retail.

Reliance Retail Group:

RRL launched its first store in November 2006 through its convenience store format
‘Reliance Fresh’. Since then RRL has rapidly grown to operate 590 stores across 13 states at the
end of FY 2007-08. RRL launched its first ‘Reliance Digital’ store in April 2007 and its first and
India’s largest hypermarket ‘Reliance Mart’ in Ahmadabad in August 2007. This year, RRL has
also launched its first few specialty stores for apparel (Reliance Trends), footwear (Reliance
Footprints), Jewellery (Reliance Jewels), books, music and other lifestyle products (Reliance
Timeout), auto accessories and service format (Reliance AutoZone) and also an initiative in the
health and wellness business through ‘Reliance Wellness’. In each of these store formats, RRL
is offering a unique set of products and services at a value price point that has not been available
so far to the Indian consumer. Overall, RRL is well positioned to rapidly expand its existing
network of 590 stores which operates in 57 cities.

Reliance Retail has a target to open one store for every 3,000 families within a radius of
2km across all locations by 2011. The company is competing directly with the large number of
traditional local provision stores. Reliance Retail is either going to set up new stores in the
identified areas or take over existing stores. The company has already done that in Mumbai and
other cities. Of the four million sq ft of retail space to be created under the “Reliance Fresh”
brand (for groceries), one million will be through acquisitions. The retailer is also moving into
laundry, personal care and apparel product lines, in which its plans to launch private labels.
Reliance is planning to roll out its specialty format stores this year, beginning with consumer
durables, for which it has struck sourcing deals with companies in Hong Kong, the Chinese
mainland and with Videocon in India.

To strengthen its links with farmers, the company is setting up integrated agri-retail
business centers, which include three processing and distribution centers, 51 retail outlets for
farmers and 75 rural business hubs, all with an investment of US$445 million. Many companies,
looking at the retail boom in for and grocery, are setting up ventures to help retailers source these
goods.

Product availability:
Although Reliance fresh in mainly concerned about stocking fresh vegetables and fruits
but due to some political controversy they mainly focus on the household products and FMCG
products.

The product details are listed below.

1. Fresh fruits.

2. Vegetables

3. Chocolates

4. Confectionaries

5. Cold drinks

6. Freeze items like butter, ice cream etc.,

7. House hold products

8. Toilet items

9. Spices and dry food

10. Office stationeries.

The product and displayed in selves in such a height so that they can be easily availed by the
customers and customers can compare the product specification and price.

Store Design:

The store is designed and maintained in a very systematic manner. Like as the chocolates
and office stationeries are kept just in front of the cash collector desk so that customer and lured
to have some at the last moment of their shopping.

Aditya Birla Retail gives you more.

Aditya Birla Retail Limited, launched their first supermarket in Pune. The store, a part of the
chain aptly named more. promises to change the everyday shopping experience for consumers.
Currently open at Viman Nagar, more. offers a wide range of product categories including fruits
and vegetables, staples, personal care, home care, household general merchandise, poultry, dairy
products, a pharmacy and a well-stocked bakery.

Addressing the media in Pune, Mr. Sumant Sinha, CEO, Aditya Birla Retail Limited said, "Our
belief is that we can significantly improve the shopping experience for the entire Indian family
from the husband to kids and parents and in-laws, and more particularly make it much easier for
the housewife. We are happy to launch our first set of stores in Pune and are hopeful that
consumers will embrace us as a part of their everyday lives."

Mr. Sinha added that Aditya Birla Retail intends to be among the leading players in India. In
Pune, the Group has begun with a series of conveniently located neighbourhood supermarkets.
Over a period of time, they intend setting up destination hyper markets. These would cater to
monthly and event based shopping needs. Apart from Pune, the Group envisions having a
national presence in the not-so-distant future.

The more. chain of supermarkets, are bright and clean stores, at convenient locations with
layouts that allow ease of navigation. The product display is well organised and facilitates ease
of choice. The stores have been designed by Fitch, the leading international retail design firm.

The stores promise a range of benefits to consumers and are a solution to the many problems
faced by housewives while shopping for their daily needs. The retail offering from the Aditya
Birla Group, has been crafted after in-depth research of the needs and expectations of the Indian
consumers. more. is the answer to the shopping needs of the Indian housewife who wants a
modern and convenient option in her neighbourhood, with an attractive and consistent range of
products. more. assures consumers the security of knowing that they are paying the best price in
the market for good quality products.

more. also has a range of products from its own stable available across value, premium and select
ranges. The products have been quality-checked and are available in attractive packaging at
competitive prices. To avail additional benefits, at no extra charge, customers can also enroll for
the membership program Clubmore.
Avers Mr. Sinha, "more. is an aspirational brand for an aspirational country. We have a bright
and committed, enthusiastic team that represents the best experience from India and globally.
Already on board are Mr. Andrew Denby to head the supermarkets, and Mr. Russell Berman, for
the hypermarkets. We are all very excited about our business."

more. will soon be launched across Pune in other locations as well.

more. indeed promises a world-class experience to consumers, in their very own neighbourhood.

CHAPTER – IV
ANALYSIS AND INTERPRETATION
In this chapter the analysis and interpretation of the study on customer attitudes towards
select corporate retail stores, performed in Coimbatore city was carried out based on a sample of
250 respondents through interview schedule. The data were tabulated and analyzed using the
following tools based on the objectives of the study.

 Descriptive Analysis
 Chi-Square Test
 Average Rank Analysis
 Average Score Analysis
All tests are carried out at 5% level of significance.

 Descriptive Analysis
The descriptive analysis is mainly performed to assess the distribution and percentage of
respondents under each category. This analysis is carried out for all the questions
specified in the questionnaire.
 Chi-Square Analysis
The Chi-Square analysis is used to test the independence of two attributes. In other
words, it is used to test the influence of one factor over the other. In this study, the chi-
square test is performed between the personal factors and other factors considered in the
study after formulating suitable hypothesis.
 Average Score analysis
In order to use this technique, as first step, the qualitative information is converted into
quantitative one, through a fire print scaling technique which is similar to likerts scaling
technique. After converting into scores, the average scores are calculated mainly to assess
the level of opinion/awareness of different categories of respondents on various issues
considered in the study.
 Average Rank Analysis

4.1 Descriptive Analysis

The data collected from various respondents are classified, tabulated and presented in
simple percentage analysis as follows:
Table 1

Table showing the Gender of the Respondents

S. No. SEX No. of Respondents Percentage

a. Male 121 48

b. Female 129 52

Total 250 100


It is understood form the above table that out of total respondent taken for the study, 52%
of the respondents are of female and 48% of the respondents are male.

It is concluded that majority of the respondents are female.

Table 2

Table showing the Age Group of the Respondents

S. No. Age Group No. of respondents Percentage

a. Less than 25 73 29

b. 26 – 45 82 33

c. 46 -65 64 26

d. 66 and above 31 12

Total 250 100


It is known from the above table that out of the respondents taken for the study, 33% of
the respondents belong to the age group of 26-45, 29% of the respondents belong to the age
group of less than 25, 26% of the respondents belong to the age group o 45 – 65 and 12% are 65
years and above.

It is concluded that majority of the respondents belongs to the age group of 25 -45 years.

Table 3

Table showing the Educational Level of the Respondents.

S. No. Educational Level No. of respondents Percentage

a. No Formal Education 33 14

b. School level 41 16

c. College level 96 38

d. Professional 80 32
qualification
Total 250 100
The above table makes it clear that out of the total respondents taken for the study, 38%
of the respondents are qualified at college level, 32% of the respondents Professional qualified,
16% of the respondents are qualified at School Level and 14% of the respondents are having no
formal education.

It is concluded that majority of the respondents are qualified at college level.

Table 4

Table showing the Occupation of the Respondents.

S. No. Occupation No. of respondents Percentage

a. Agriculture 37 15

b. Business 78 32

c. Employee 56 22

d. Professional 63 25

e. Others 16 6

Total 250 100


The above table shows that out of the total respondents taken for the study 32% of the
respondents are doing business, 25% of the respondents are belong to the professional, 22% of
the respondents are employed, 15% of the respondents are belong to the agriculture and 6% of
the respondents belong to the other categories like house wives, students and pensioners etc.

It is concluded that majority of the respondents are employed.

Table 5

Table showing the Family Monthly Income of the Respondents

S. No. Family Monthly No. of respondents Percentage


Income
a. Less than Rs.5000 29 12

b. Rs.5001 – 10,000 59 23

c. Rs.10,001 – 15,000 65 26

d. Rs.15,001 – 20,000 61 25

e. Rs.20,001- above 36 14

Total 250 100


It is known from the above table that out of the total respondents taken for the study, 26%
of the respondents have a Monthly Income of Rs.10, 0001 – 15,000, 25% of the respondents
have a Monthly Income of Rs.15,001 – 20,000, 23% of the respondents have a Monthly Income
of Rs.5,001 – 10,000, 14% of the respondents have a Monthly Income of 20,001 above, and 12%
of the respondents have a Monthly Income of less than Rs.5000.

It is concluded that majority of the respondents have a monthly income of Rs.10, 001
-15,000.

Table 6

Table showing the Family Size of the Respondents.

S. No. Family Size No. of respondents Percentage

a. Up to 2 Members 40 16

b. 3 Members 87 35

c. 4 Members 85 34

d. Above 4 38 15

Total 250 100

The above table makes it clear that out of the total respondents taken for the study, 35%
of the respondents have 3 Members their family, 34% of the respondents have 4 Members in
their family, 16% of the respondents have up to 2 Members in their family and 15% of the
respondents have above 4 Members in their family.

It is concluded that majority of the respondents have 3 Members in their family.

Table 2.1
Table showing level of Awareness.

S. No. Name of the Corporate VHA HA MA LA VLA Total


Retail Store

a. Reliance fresh 15 55 94 62 24 250

b. More 16 20 65 97 52 25

The above table shows that out of the total respondents taken for the study, Regarding
the Reliance fresh 94 respondents awareness was moderate level, 62 respondents awareness level
was low level, 55 respondents awareness was high level, 24 respondents awareness level was
very low level, and 15 respondents awareness was very high level.
Regarding the more, 97 respondents awareness was low level, 65 respondents
awareness was moderate level, 52 respondents awareness was very low level, 20 respondents
awareness was high level and 16 respondents awareness was very high level.

It is concluded that majority of the respondents awareness was moderate in Reliance


fresh and majority of the respondents awareness was low level in More.

Table 8

Table showing Source of Awarness about Corporate Retail Stores

S. No. Particulars No. of respondents Percentage

a. Advertisements 44 18

b. Sales Representatives 73 29

c. Friends and relatives 133 53

d. Others 0 0

Total 250 100


The table reveals that out of 250 respondents taken for the study 53% of the
respondents are aware of corporate retail stores through friends and relatives, 29% of the
respondents are aware through sales representatives, 18% of the respondents are awarethrough
advertisements.

It is concluded that majority of the respondents are of Corporate Retail Stores through
Friends and Relatives.

Table 9

Table showing the normal purchase of requirements of the respondents

S. No. Particulars No. of respondents Percentage

a. Local Malligai Shop 68 27

b. Departmental Store 131 52

c. Corporate Retail Stores 51 21

Total 250 100


The table discloses that out of total respondents taken for the study, 52% of the
respondents normally buys their requirements in departmental stores, 27% of the respondents
buys their requirements in local malligai shop and 21% of the respondents buys their
requirements in Corporate Retail Stores.

It is concluded that majority of the respondents shows their normal purchase only in
departmental stores.

Table 10

Table showing the

S. No. Name No. of respondents Percentage

a. Reliance fresh 34 67

b. More 17 33

Total 51 100
From the above table, that out of the total respondents taken for the study, 67% of the
respondents visit Reliance fresh and 33% of the respondents visit More.

It is concluded that majority of the respondents visit Reliance fresh.

Table 11

Table showing the Frequency of Visit at Corporate Retail Stores

S. No. No. of respondents Percentage

a. Weekly 84 34

b. Monthly 78 31
c. Part nightly 63 25

d. Fort nightly 25 10

Total 250 100

From the above table, that out of the total respondents taken for the study 34% of the
respondents of they buy their requirements in weekly basis, 31% of the respondents of they buy
their requirements in monthly basis, 25% of the respondents buy their requirements in part
nightly basis and 10% of the respondents buy their requirements in fort nightly basis.

It is concluded majority of the respondents take their requirements weekly basis.

Table 12

Table showing the Items Purchased in Corporate Retail Stores

S. No. Particulars No. of respondents Percentage

a. Vegetables 32 13

b. Grocery 20 8

c. Snacks 13 5
d. Fruits 26 11

e. Stationery 18 7

f. Cosmetics 16 6

g. Others 0 0

h. a and d 55 22

(Vegetables & Fruits)

i. a, b & d 42 17

j. a, b, c & d 28 11

Total 250 100

It is known from the above table that out of total respondents taken for the study 22%
of the respondents frequently buy vegetables and fruits, 17% of the respondents buy vegetables,
grocery and fruits, 13% of the respondents buy vegetables, 11% of the respondents buy
vegetables, Grocery, Snacks and fruits, 8% of the respondents buy Grocery items, 7% of the
respondents buy stationery and 6% of the respondents buy cosmetics and 5% of the respondents
buy only snacks.

It is concluded that majority of the respondents frequently buy vegetables, Grocery


and fruits.

Table 13

Table showing the Amount Spending For Buying at Corporate Retail Stores Per Month.

S. No. Particulars No. of respondents Percentage

a. Up to Rs. 1000 64 26

b. Rs. 1001 to 2000 82 33

c. Rs. 2001 to 3000 67 26


d. Rs. 3001 to Above 37 15

Total 250 100

From the above table, that out of total respondents taken for the study 33% of the
respondents spend for buying Rs. 1001-2000, 26% of the respondent spend up to Rs. 1000 and
Rs. 2001-3000 and 15% of the respondents spend for buying Rs. 3001 and above from corporate
retail stores per month.

It is concluded majority of the respondents spend for buying their requirement from
corporate retail stores for Per month is Rs. 1001-2000.

Table 14

Table showing the

S. No. Particulars No. of respondents Percentage

a. Reliance Fresh 133 53

b. More 117 47
Total 250 100

It is understood from the above table, that out of total respondents taken for the study
53% of the respondents stated the Reliance Fresh is better than other type of corporate Retail
Stores where as 47% of the respondent stated that More is better than other type of corporate
Retail Stores.

It is concluded that majority of the respondents facts that Reliance Fresh is better than
other type of stores.

Table 15

Table showing Ranking Reasons for buying at Corporate Retail stores.

Rules
S.No. Reasons Total
1 2 3 4 5
a. Quality 60 47 50 42 40 250
b. Varieties 54 47 57 61 31 250
c. Price 38 52 63 58 39 250
d. Availability 48 43 59 45 41 250
e. Other reason 27 41 21 44 81 250

It is known from the above table, ranking reasons for buying at corporate retail
stores, regarding the quality of all goods under one roof, 60 respondents, gave 1st rank, 50
respondents gave 3rd rank, 47 respondents gave 2nd rank, 42 respondents gave 4th rank and 40
respondents gave 5th rank.

Regarding the varieties of goods, 61 respondents gave 4th rank, 57 respondents gave
3rd rank, 54 respondents gave 1st rank, 47 respondents gave 2nd rank and 31 respondents gave 5th
rank.

Regarding the Price of Goods, 63 respondents gave 3rd rank, 58 respondents gave 4th
rank, 52 respondents gave 2nd rank, 39 respondents gave 5th rank and 38 respondents gave 1st rank
and so on.

Table 16

Table showing the Discount offers for Bulk Purchase

S. No. Particulars No. of respondents Percentage

a. Yes 114 46
b. No 136 54

Total 250 100

It is known from the above table that out of the total respondents taken for the study,
54% of the respondents opinioned that they do not offer discount for bulk purchase, and 46% of
the respondents opinioned that they give discount for bulk purchase.

It is concluded that majority of the respondent for that there is not discount for bulk
purchase.

Table 17

Table showing the satisfaction level service of Corporate Retail Stores

S. No. Particulars No. of respondents Percentage

a. Reliance Fresh 136 53


b. More 114 46

Total 250 100

From the above table, out of the total respondents taken for the study, 54% of the
respondents are satisfied with the service of the Reliance fresh and 46% of the respondents are
satisfied with the service of More.

It is know from the above table majority of the respondents are satisfied with the
service of the Reliance fresh.

Table 18

Table showing the level of satisfaction.

S. No. Factors VHS HS MS LS VLS Total

a. Price 28 65 68 63 26 250
b. Quality 30 81 92 32 15 250

c. Varieties 58 87 64 18 23 250

d. Sales person behavior 37 66 90 36 21 250

e. Customer treatment 41 68 88 29 24 250

f. Response to queries 47 75 73 44 11 250

g. Discount offer 40 57 83 48 22 250

h. Shopping convenience 42 50 84 53 21 250

i. Parking Facility 37 56 79 55 23 250

j. Space for Shopping 57 51 77 44 21 250

k. Toilet Facility 41 66 96 33 14 250

l. Feedback System 44 71 84 31 20 250

The above table shows that out of the total respondents taken for the study, regarding the
price 28 respondents are moderately satisfied, 65 respondents are highly satisfied, 63 respondents
are low satisfied, 28 respondents are very high satisfied and 26 respondents are very low
satisfied.

Regarding the quality 92 respondents are moderately satisfied, 81 respondents are highly
satisfied, 32 respondents are low satisfied, 30 respondents are very high satisfied and 15
respondents are very low satisfied.

Regarding the salesperson behavior 90 respondents are moderately satisfied, 66


respondents are high satisfied, 37 respondents are very high satisfied, 36 respondents are low
satisfied, and 21 respondents are very low satisfied.

It is concluded that regarding the price 68 respondents are moderately satisfied, regarding
the quality 92 respondents are moderately satisfied, regarding the varieties 87 respondents are
high satisfied, regarding the sales person behavior 10 respondents are moderately satisfied,
regarding the customer treatment 88 respondents are moderately satisfied, regarding the response
to queries 75 respondents highly satisfied, regarding the discount offer 83 respondents are
moderately satisfied, regarding the shopping convenience 84 respondents are moderately
satisfied, regarding the parking facility 79 respondents are moderately satisfied, regarding the
space for shopping 77 respondents are moderately satisfied, regarding the toilet facility 96
respondents are moderately satisfied and regarding the feedback system 84 respondents are
moderately satisfied.

Table 19

Table showing the Problems in Purchasing at Corporate Retail Stores

S. No. Particulars No. of respondents Percentage

a. Price discrepancy 48 20

b. Billing Delay 68 27
c. Old stock 30 12

d. Packing Defect 45 18

e. Defective goods 33 13

f. Others- Please Specify 26 10

Total 250 100

It is known from the table that out of the total respondents who face problem in
buying at Corporate Retail stores, 27% of the respondents face the problem of Billing delay, 20%
of the respondents face the Problem of Price discrepancy, 18% of the respondents face the
problem of packing defect, 13% of the respondents face the problem of defective goods, 12% of
the respondents face the problem of the old stock and 10% face other problems such as not
returning back the goods once sold less larkers to help etc.

Majority of the respondents faced the problem of billing delay.

Table 20

Table showing the Complaint that have experienced at Corporate Retail Stores

S. No. Particulars No. of respondents Percentage

a. Yes 146 58

b. No 104 42
Total 250 100

It is understand from the table that out of total respondents taken for study, 58% of
the respondents stated that they have complaint about the problems where as 42% of the
respondents have not complaint about the problem that they experienced.

It is concluded that majority of the respondents have complaint about the problem
they experienced.

Table 21

Table showing the Response of to Complaint

S. No. Particulars No. of respondents Percentage

a. Very Good 21 8

b. Good 104 41
c. Normal 52 22

d. Poor 45 18

e. Very poor 28 11

Total 250 100

It is shown from the table that out of the total respondents regarding the response on
attending the complaint 41% of the respondents complaints response are Good, 22% of the
respondents complaint are normal way, 18% of the respondents complaint were is poor position,
11% of the respondents complaint were very poor and 8% of the respondents complaint response
are very good.

Majority of the respondents feel that the complaints responses are Good.

CHI-SQUARE ANALYSIS

Chi-Square Analysis is used to find the influence of the personal factors over the sutyd
factors such as sources of information, normal purchase, frequency of visit and amount spending
per month for purchase. Chi-square analysis is performed in order to study the influence of
personal factors over the other factors. All tests are carried at 5% level of significance.
The personal factors considered for this purpose are:
 Sex
 Age
 Educational level
 Occupational status
 Family monthly income
 Family size

The study factors considered are:


 Sources of Awareness
 Normal purchase of requirements
 Frequency of visit
 Amount spending per month for buying

CHI SQUARE ANALYSIS

TABLE – 22

HYPOTHESIS

The personal factors of the respondents have no significant influence on the source of
awareness about corporate retail sector.
The table 1 describes the personal factors, chi-square values. Table values and their
significance on the source of awareness about corporate retails stores.

Table 1 : Chi square values – Personal factors and sources of awareness.

Personal factors Chi-square Table value Significant / Non


significant
1. Sex 26.3 7.815 Significant
2. Age group 150.0 16.90 Significant
3. Educational level 108.2 16.9 Significant
4. Occupational 28.3 15.5 Significant
5. Family Monthly income 57.3 15.5 Significant
6. Family Size 2.03 12.6 Non-Significant

It is found from the table that the hypothesis is rejected (Significant) in fire cases and in
other cases the hypothesis is accepted (not significant).

It is concluded that Sex, Age, Educational level, Occupation and family monthly income
level significant influenced on the source of awareness about corporate retail stores.

TABLE – 23

HYPOTHESIS

The personal factors of the respondents have no significant influence on the normal
purchase for their requirements.

The table 2 describes the personal factors, chi-square values, Table values and their
significance on the normal purchase for their requirements.

Table 2 : Chi square values – Personal factors and Normal purchase for their requirements.
Personal factors Chi-square Table value Significant / Non
significant
1. Sex 18.4 5.99 Significant
2. Age group 60.8 12.6 Significant
3. Educational level 46.95 12.6 Significant
4. Occupational 10.9 15.5 Non-Significant
5. Family Monthly income 91.09 15.5 Significant
6. Family Size 19.0 12.6 Significant

It is found from the table that the hypothesis is rejected (Significant) in fire cases and in
other cases the hypothesis is accepted (not significant).

It is concluded that Sex, Age, Educational level, Occupation, family monthly income
level and family size level significant influenced on the normal purchase of corporate retail
stores.

TABLE – 24

HYPOTHESIS

The personal factors of the respondents have no significant influence on frequency


purchase form the stores.

The table 3 describes the personal factors, chi-square values, Table values and their
significance on the frequency purchase form the stores.

Table 3: Chi square values – Personal factors and frequency purchase form the stores.

Personal factors Chi-square Table value Significant / Non


significant
1. Sex 12.6 7.81 Significant
2. Age group 80.03 16.9 Significant
3. Educational level 40 16.9 Significant
4. Occupational 57.8 21.0 Significant
5. Family Monthly income 98.9 21.0 Significant
6. Family Size 5.33 16.9 Non-Significant

It is found from the table that the hypothesis is rejected (Significant) in fire cases and in
other cases the hypothesis is accepted (not significant).

It is concluded that Sex, Age, Educational level, Occupation, family monthly income
level significant influenced on the frequency visit to corporate retail stores.

TABLE – 25

HYPOTHESIS

The personal factors of the respondents have no significant influence on the amount
spending for buying from stores.

The table 4 describes the personal factors, chi-square values, Table values and their
influence on spending amount for buying from corporate retail stores.

Table 3: Chi square values – Personal factors and amount spent for buying from corporate retail
stores per month.

Personal factors Chi-square Table value Significant / Non


significant
1. Sex 108.7 7.815 Significant
2. Age group 109.0 16.9 Significant
3. Educational level 45.9 16.9 Significant
4. Occupational 34.5 21.0 Significant
5. Family Monthly income 94.0 21.0 Significant
6. Family Size 14.4 16.9 Non-Significant

It is found from the table that the hypothesis is rejected (Significant) in fire cases and in
other cases the hypothesis is accepted (not significant).

It is concluded that Sex, Age, Educational level, Occupation, family monthly income
level significant influences on spending amount to buy from corporate retail stores.

AVERAGE RANK ANALYSIS

Table 26

Gender and the Reasons for Buying at Corporate Retail Stores

Reasons A1 A2 A3 A4 A5

Gender

A.R. 2.81 3.24 2.92 2.89 3.33

Male
F.R 1 4 3 2 5

A.R 2.81 2.64 3.19 3.00 3.60


Female F.R 2 1 4 3 5

It is found from the table 26 the Male respondents have given top preference to Quality
(a) followed by availability of all goods under one roof (d) and so on. The Female respondents
have given top priority to varieties of goods under one roof (b) followed by quality (a) and so on,
as the reason for buying at Corporate Retail Stores.

It is concluded that the Male respondents have given top priority to quality of the goods
and female respondents prefer varieties of all goods under one roof as the important reasons for
buying at corporate retail stores.

Table 27

Age group and the reasons for Buying at Corporate Retail Stores

Reasons A1 A2 A3 A4 A5

Gender

A.R. 2.47 2.98 3.00 2.86 3.53

Less than 25
F.R 1 3 4 2 5

A.R 3.06 2.98 3.21 2.92 3.69


26-45 Years F.R 3 2 4 1 5

A.R 2.81 2.64 3.19 3.00 3.60

46-65 Years

F.R 2 1 3 3 3

66 & Above A.R 2.6 2.52 2.8 2.4 3


Years

F.R 3 2 4 1 5

It is found from the table 27 the respondents who are less than 25 have given top
preference to Quality of all goods under one roof (a) followed by availability of all goods (d) and
so on. The respondents who are 26-45 years age have given top preference to availability (d)
followed by varieties (b) followed by quality (a) and so on, the respondents who are 66 and
above years have given top preference to availability of all goods.

It is concluded that the respondents who are less than 25 have given top priority to quality
of all the good, the respondents who are 26-45 years and have 66 and above years have given top
priority to availability of all the goods, and the respondents who are 46-65 years have given top
priority of verities of all goods under one roof as the important reason for buying at corporate
retail stores.
Table 28

Educational level and the reasons for Buying at Corporate Retail Stores

Reasons A1 A2 A3 A4 A5

Educational level

A.R. 3.07 2.6 2.92 3.17 3.27

No formal
education F.R 3 1 2 4 5

A.R 2.77 3.13 3.02 2.83 3.5

School level
F.R 1 4 3 2 5
A.R 2.82 2.80 3.10 2.97 3.6

College level

F.R 3 2 5 1 4

Professional A.R 2.77 2.75 2.97 2.93 3.42


qualification

F.R 2 1 4 3 5

It is found from the table 28 the respondents who No Formal Education have given a top
preference to varieties of all goods under one roof (b) followed by price (c) and so on, the
respondents who have up to school level education have given top preference to quality of all
goods under one roof (a) followed by availability of all goods (d) and so on, the respondents who
have up to college level have given top preference to availability of all goods under one roof (d)
followed by varieties (b) and so on, the respondents top preference to varieties under one roof (a)
followed by quality and so on, as the reason for buying at corporate retail stores.

It is concluded that the respondents who have no formal education and professional
qualification prefer varieties of all goods under one roof, the respondents who have school level
preference quality of all goods under one roof and the respondents who have college level prefer
availability of all goods under one roof buying at corporate retail stores.
Table 29

Occupational status and the reasons for Buying at Corporate Retail Stores

Reasons A1 A2 A3 A4 A5

Occupational

Status

Agriculture A.R. 2.54 2.82 2.90 2.736 3.76

F.R 1 2 5 3 4

A.R 2.62 2.92 3.12 2.85 3.37

Business
F.R 1 3 4 2 5
A.R 3.2 2.95 3.08 3.27 3.7

Employee

F.R 3 1 2 4 5

Professional A.R 2.58 2.88 2.98 2.88 3.4

F.R 1 2 3 2 4

Others – MZ A.R 3.0 2.615 2.9 3.28 3.37


Specify
F.R 3 1 2 4 5

It is found from the table 29 the respondents who Agriculture have given a top preference
to quality of goods (a) followed by varieties (b) and so on. The respondents who are doing
business have given top preference to quality of goods (a) followed by availability (b) of goods
and so on. The respondents who are employee have given top preference to varieties under one
roof (b) followed by price (c) and so on. The respondents who are professionals have given top
preference to quality of all goods under one roof (a) followed by varieties (b) and so on. The
respondents who are other categories like have wives, students and pensioners have given top
preference to varieties under one roof (b) followed by price (c) and so on, as the reason for
buying at corporate retail stores.

It is concluded that the respondents who are Agriculture, Business and Professional have
given top preference to quality of all goods under one roof. The respondents who are Employee
and others like housewives, students have given top preference to varieties of all goods under
one roof as the reasons for buying at corporate retail stores.
Table 30

Family Monthly Income and the reasons for Buying at Corporate Retail
Stores

Reasons A1 A2 A3 A4 A5

Family Monthly

Income

Less than A.R. 2.85 2.47 2.60 2.87 3.38


Rs.5,000

F.R 3 1 2 4 5

Rs.5,000 – A.R 2.97 3.20 3.07 3.56 3.37


Rs.10,000

F.R 4 1 3 2 5
Rs.10,001 – A.R 2.81 2.89 3.08 2.88 3.51
Rs.15,000

F.R 1 3 4 2 5

Rs.15,001 – A.R 2.57 2.88 2.98 2.98 1.53


Rs.20,000

F.R 2 3 4 4 1

Rs.20,001
and above A.R 2.69 2.92 3.11 2.89 3.65

F.R 1 3 4 2 5

It is found from the table 30 the respondents who are having monthly income of less than
Rs. 5000 have given top priority to varieties of all goods under one roof (b) followed by price (c)
and so on, the respondents who are having family monthly income of Rs. 5001-Rs. 10000 have
given to priority to varieties of all goods under one roof (b) followed by availability (d) and so
on, the respondents who are having family monthly income of Rs. 10001-Rs. 15000 have given
top priority to quality of all goods under one roof (a) followed by availability (d) and so on, the
respondents who are having family monthly income of Rs. 15001-Rs. 20000 have given top
priority to other reasons like service, shopping space and special offers under one roof (e)
followed by quality and so on, the respondents who are having family monthly income of Rs.
20001 and above have given top priority to quality of all goods under one roof (a) a followed by
availability (b) and so on, as the reasons for buying at corporate retail stores.

It is concluded that the respondents who are have family monthly income of below Rs.
5000-10000 have given top priority to varieties of all goods under one roof, the respondents who
are having family monthly income or Rs. 10001- Rs. 15000 and Rs. 20001 above have given top
priority to quality of goods and the respondents having family monthly income of Rs. 15001-Rs.
20000 have given top priority to other reasons for buying at corporate retail stores.
Table 31

Family Size and the reasons for Buying at Corporate Retail Stores

Reasons A1 A2 A3 A4 A5

Family Size

Up to 2 A.R. 2.64 2.41 2.86 2.80 2.86


Members

F.R 2 1 4 3 4

3 Members A.R 3.00 2.98 3.22 2.91 3.72

F.R 3 2 4 1 5

4 Members A.R 2.60 2.98 3.00 2.85 3.57


F.R 1 3 4 2 5

Above 4 A.R 2.53 2.69 2.66 2.92 3.00

F.R 1 3 2 4 5

It is found from the table 31 the respondents who have up to two members have given top
preference to varieties of all goods under one roof (b) followed by quality (a) and so on, the
respondents who have three members have given top preference to availability of all goods under
one roof (a) followed by varieties (b) and so on, the respondents who have four members have
given top preference to quality of all goods under one roof (a) followed by availability (d) and so
on, the respondents who have above four members have given top preference to quality of all
goods under one roof (a) followed by price (c) and so on as the reasons for buying at corporate
retail stores.

It is concluded that the respondents who are have Up to two members in their family have
given top preference to varieties, the respondents who have three members in their family have
given top preference to availability, the respondents who have four members and above members
in their family have given top preference to quality of all things under one roof as the important
reason for buying at corporate retail stores
Table 32

Gender and level satsfaction

Average score analysis

Satisfaction
Level a b c d e f g h i j k l

Gender

Male 3.02 3.30 3.56 3.24 3.28 3.42 3.18 3.16 3.11 3.32 3.42 3.36

Female 3.03 3.33 3.55 3.25 3.31 3.40 3.18 3.15 3.12 3.31 3.36 3.35

It is found from the table 32 the respondents both Male and Female respondents have given level
of satisfaction towards varieties followed by response to queries, feedback system and so on.

It is concluded that both Male and Female have high level of satisfied towards varieties of the
item when compared to other aspects in Corporate Retail Stores.
Table 33

Age and Level of Satisfaction

Satisfaction
Level a b c d e f g h i j k l

Age

Less than 25 2.94 3.23 3.59 3.24 3.38 3.5 3.24 3.18 3.15 3.23 2.97 3.29

26-45 3.04 3.32 3.59 3.26 3.29 3.4 3.80 3.7 3.12 3.23 3.34 3.35

46-65 3.03 3.29 3.55 3.27 3.29 3.45 3.19 3.01 3.11 3.23 3.37 3.37

66 & Above 3.5 3.5 3.83 3.17 3.5 3.5 3.33 3.33 3 3.67 3.67 3.67

It is found from the table 33 the respondents irrespective of their age have given high level
towards varieties followed by response to queries and so on, and the respondents who are 66 and
above years have same level of satisfaction towards space for shopping, toilet facility and
feedback system.
It is concluded that the respondents irrespective of their age have high level of satisfied
towards varieties of the item when compared to other aspects in corporate retail stores.

Table 34

Educational Level and Level of Satisfaction

Satisfaction
Level a b c d e f g h i j k l

Education
Level

No Formal 3.14 3.36 3.59 3.23 3.27 3.41 3.23 3.14 3.09 3.27 3.41 3.32
Education

School Level 3.05 3.28 3.55 3.27 3.28 3.38 3.18 3.15 3.1 3.32 3.37 3.37

College 3.02 3.3 3.55 3.24 3.29 3.41 3.18 3.15 3.13 3.29 3.34 3.35
Level

Professional 3.03 3.32 3.53 3.27 3.29 3.37 3.18 3.08 3.08 3.31 3.37 3.39
Qualification

It is found from the table 34 the respondents irrespective of their educational qualification have
given high level of satisfaction towards varieties followed by response to queries and so on, and
the respondents who are having no formal education have same level of satisfaction towards
Response to queries and Toilet facility.

It is concluded that the respondents irrespective of their educational qualification have


high level of satisfied towards varieties of the items when compared to other aspects in corporate
retail stores.

Table 35

Occupational Income and Level of Satisfaction

Satisfaction
Level a b c d e f g h i j k l

Education
Level

Agriculture 3.02 3.31 3.56 3.27 3.29 3.41 3.19 3.17 3.12 3.31 3.35 3.34

Business 3.03 3.31 3.57 3.24 3.27 3.31 3.71 3.19 3.1 3.31 3.34 3.36

Employee 3.04 3.38 3.42 3.23 3.27 3.38 3.27 3.23 3.04 3.27 3.11 3.19

Professional 3.04 3.32 3.56 3.25 3.37 3.3 3.18 3.19 3.07 3.35 3.34 3.38

others 3.39 3.36 3.27 3.23 3.34 3.34 3.21 3.12 3.18 3.20 3.19 3.24

It is found from the Table 35 the respondents irrespective of their occupational status
have given high level of satisfaction towards varieties followed by Response to queries so on.
It is concluded that the respondents irrespective of their occupational status have high
level of satisfied towards varieties of the items when compared to other aspects in corporate
retail stores.

Table 36

Family Montly Income and Level of Satisfaction

Satisfaction
Level a b c d e f g h i j k l

Family
Monthly
Income

Less than Rs. 3.09 3.43 3.49 3.24 3.19 3.24 3.33 3.05 3.31 3.05 3.33 3.38
5000

Rs. 5000- 3.04 3.29 3.57 3.25 3.29 3.43 3.17 3.17 3.12 3.33 3.35 3.33
10000

Rs. 10001- 3.03 3.30 3.57 3.27 3.39 3.19 3.19 3.22 3.07 3.37 3.36 3.40
15000

Rs. 15001- 3.02 3.30 3.55 3.25 3.27 3.37 3.18 3.12 3.08 3.3 3.37 3.37
20000

Rs. 20000 & 2.96 3.44 3.37 3.22 3.19 3.31 3.29 3.19 3.04 3.22 3.15 3.15
Above

It is found from the table 36 the respondents irrespective of their family monthly income
have given high level of satisfaction towards varieties, feedback system, space for shopping and
so on, the respondents who are having family monthly income of less than Rs. 5000 have same
level of satisfaction towards discount offer and Toilet facility, the respondents who are having
family monthly income of Rs. 200001 and above have same level of satisfaction towards
customer treatment, shopping convenience and toilet facility.

It is concluded that the respondents irrespective of their family monthly income have
high level of satisfied towards varieties of the items when compared to other aspects in corporate
retail stores.
Table 37

Family Montly Income and Level of Satisfaction

Satisfaction
Level a b c d e f g h i j k l

Family
Monthly
Income

Up to 2 3.05 3.32 3.52 3.32 3.20 3.35 3.32 3.21 2.95 3.21 3.37 3.53
Members

3 Members 3.03 3.29 3.55 3.25 3.29 3.37 3.17 3.12 3.08 3.32 3.36 3.31

4 Members 3.03 3.31 3.53 3.25 3.27 3.42 3.18 3.08 3.12 3.31 3.34 3.36

Above 4 3.04 3.42 3.53 3.26 3.31 3.38 3.18 3.17 3.07 3.26 3.36 3.35
Members

It is found from the table 37 the respondents irrespective of their family size have given high
level of satisfaction towards varieties followed by response to queries, feedback system and so
on, the respondents who are up to two members in their family have same level of satisfaction
towards quality, sales person behavior and discount offer.
It is conclude that the respondents irrespective of their family size have high level of
satisfied towards varieties of the items when compared to other aspects in corporate retail stores.

CHAPTER – V
FINDINGS, SUGGESTIONS AND CONCLUSION

Findings:
The following are the important findings of the study.

Findings Related to Descriptive Analysis


 Majority 52% of the respondents belongs to the female category.
 Majority 33% of the respondents belongs to the age group of 26-45 years.
 Majority 38% of the respondents belongs to college level.
 Majority 32% of the respondents belongs to the category of business.
 Majority 26% of the respondents belongs to the Family Monthly Income of Rs. 10,001-
15,000.
 Majority 35% of the respondents belongs to the family between three members.
 Majority 94% of the respondents awareness was moderately level, and majority 97% of
the respondents awareness was low level.
 Majority 53% of the respondents got their source through friends and relatives.
 Majority 52% of the respondents buy their requirement normally in department stores.
 Majority 67% of the respondents visit Reliance fresh.
 Majority 34% of the respondents take their requirements in weekly basis.
 Majority 22% of the respondents buy vegetables and fruits.
 Majority 33% of the respondents spend per month Rs. 1001 to Rs. 2000.
 Majority 53% of the respondents stated that Reliance fresh is better than other type of
corporate Retail Stores.
 Majority 54% of the respondents stated that they do not offer discount for bulk purchase.
 Majority 54% of the respondents are satisfied with the services of Reliance fresh.
 Majority 27% of the respondents are facing problems in Billing Delay.
 Majority 58% of the respondents have complaint about the problems.
 Majority 41% of the respondents feel that the complaint response are Good.

FINDINGS RELATED TO CHI-SQUARE ANALYSIS

 It is found that except family size, all other personal factors have significant relationship
with the sources of awareness.
 It is found that except occupational status, all other personal factors have significant
relationship with the normal purchase for their requirements.
 It is found that except family size, all other personal factors have significant relationship
with the frequency of visit to corporate retail stores.
 It is found that except family size, all other personal factors have significant relationship
with the amount spending per month from corporate retail stores.

FINDINGS RELATED TO AVERAGE ANALYSIS


 It found that both Male and Female respondents have high level of satisfaction towards
varieties of items when compared to other aspects in Corporate Retail Stores.
 It is found that the respondents irrespective of their Age have high level of satisfaction
towards varieties of items when compared to other aspects in Corporate Retail Stores.
 It is found that the respondents irrespective of their Educational Level of satisfaction
towards varieties of items when compared to other aspects in Corporate Retail Stores.
 It is found that the respondents irrespective of Occupational status level of satisfaction
towards varieties of items when compared to other aspects in Corporate Retail Stores.
 It is found that the respondents irrespective of Family Monthly Income level of
satisfaction towards varieties of items when compared to other aspects in Corporate
Retail Stores.
 It is found that the respondents irrespective of Family Size level of satisfaction towards
varieties of items when compared to other aspects in Corporate Retail Stores.

DECLARATION

I, J. Kirubha Kunthavi hereby declare that the dissertation, entitled “A STUDY ON


RURAL CONSUMER BEHAVIOUR TOWARDS SELECT DURABLE GOODS”
submitted to the Bharathiar University, in partial fulfillment of the requirements for the award of
the Degree of Master of Philosophy in Commerce is a record of original research work done by
me during the period 2007-2008 under the supervision and guidance of Dr. M.
VENKATRAMAN, M.com., M.B.A., M.Phil., PGDCA., Ph.D., Lecturer, in Department of
Commerce, PSG College of Arts and Science, Coimbatore – 14, and it has not formed the basis
for the award of any Degree / Diploma / Associate ship / Fellowship or other similar title to any
candidate of any university.

Signature of the Candidate


CERTIFICATE

This is to certify that dissertation entitled “A STUDY ON RURAL CONSUMER


BEHAVIOUR TOWARDS SELECT DURABLE GOODS”, Submitted to the Bharathiar
University, in partial fulfillment of the requirements for the award of the Degree of Master of
Philosophy in Commerce is a record of original research work done by Ms. J. Kirubha
Kunthavi during the period of 2007-2008 of her study in the Department of Commerce at PSG
College of Arts and Science, Coimbatore – 14 , under my supervision and guidance and the
dissertation has not formed the basis for the award of any Degree / Diploma / Associate ship /
Fellowship or other similar title to any candidate of any University

Counter signed

Principal Signature of Guide


ACKNOWLEDGMENT

I thank the Almighty God who showered his grace blessings to make this project a grand
success. I would express my sincere and heartful thanks to may guide Dr. M.
VENKATRAMAN, M.Com., M.B.A., M.Phil., PGDCA., Ph.D., professor, department of
commerce, PSG COLLEGE OF ARTS AND SCIENCE, for suggesting this area of study and for
extending an excellent guidance throughout the course of this project work.

I extend my thanks to the Dr. K.M. Chinnadorai M.Com., M.B.A., M.F.T., M.F.C.,
M.S., M.Phil., Ph.D., Head of the Department of Commerce for his kind advice and continuous
encouragement for the successful completion of my research work.

I am very glad to express my thanks to all the staff members of Department of


Commerce, PSG College of Arts and Science, Coimbatore, for their kind co-operation and their
suggestions to bring out this project successfully.

I would like to take this opportunity to express my thanks to Dr. (Mrs). SHEELA
RAMACHANDRAN, M.Sc., PGDFc&P., Ph.D., Principal, PSG College of Arts and Science,
Coimbatore for her support and facilities provided to carry out this project study.
I wish to record my sincere gratitude to Dr. B. SAMPATHIKUMAR, M.A. Ph.D.,
Secretary, PSG College of Arts and Science, Coimbatore for his eminent leadership and
excellent opportunity to take up this project work.

Lastly I would also like to express my warmth filled thanks to my beloved parents and
my friends for their constant and continuous encouragement extended to me in completing my
project study.

J. KIRUBHAKUNTHAVI
DECLARATION
ACKNOWLEDGEMENT
CERTIFICATE
CONTENTS
LIST OF TABLES
LIST OF CHARTS
INTRODUCTION AND
DESIGN

OF THE STUDY
REVIEW OF LITERATURE
CORPORATE RETAIL
STORES –

AN OVERVIEW
ANALYSIS AND
INTERPRETATION
FINDINGS AND
SUGGESTIONS
BIBLIOGRAPHY
ANNEXURES

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