More Project Report

A study on customer preference in selecting retail outlets with special emphasis on “more supermarket”
CHAPTER I-INTRODUCTION
1.1 INTRODUCTION
1.2 NEED FOR THE STUDY
1.3 OBJECTIVES OF THE STUDY
1.4 SCOPE OF THE STUDY
1.5 RESEARCH METHODOLOGY
1.6 LIMITATION OF THE STUDY
Marthoma College of Management and Technology, Perumbavoor Page No.1

1.1 INTRODUCTION
The project work entitled “A study on customer preference in selecting retail outlets
with special emphasis on “more supermarket”. This study focuses on understanding
customer preference in selecting particular retail outlet.
In order for a business to survive in the present competitive world, they should focus
more on all the forces prevailing in the market. The retail industry must understand all
the forces and undertake the necessary steps or ideas and they should bring up
necessary changes to retain in the market. Company's ability to maintain satisfying
customer relationships requires an understanding of customer preferences.
The main purpose of selecting this topic was to understand the preference of customers
on selecting retail outlets. Retail outlets undertake a method of retaining the customers
by observing the customer preference when selecting certain outlets for their purchase.
Retail outlets consider customer preference as an important factor due to the reason that
customer taste are constantly changing, this places more pressure on retail outlets as
they have to cope-up with the changing preference of customers. This study brings
more benefit to “more supermarket” in such a way that it will enable them to have a
long term relationship with their customers, enables them to understand the taste and
preferences of the customers, and also give an opportunity to take steps to expand the
store in future.
Based on the study conducted, customers prefer products that is based on the quality,
freshness and availability of all products under one roof. By observing the customer
preference, the retail outlet “more supermarket” try to retain their customers by
observing the purchase attitude of the customers which they exhibit during the
purchase. In today’s competitive world most of the people are busy with their
professional and personal life. Sometimes they have to work 24X7. Retail stores would
be a one stop shop for them. It will be time saving and more convenient to them.
The research tries to explore the retail store selection concept and duly assess the
impact of extending a retail store on the retail stores from the customer point of view.

1.2 NEED FOR THE STUDY
The aim of the study is to understand the Customer preference towards selecting
retail outlets. This study will also help the management of the retail outlet to improve
in coordinating the marketing activities of the store. Therefore, the study is relevant
for the organization to understand the preferences of customers and can analyze the
customer’s expectations.
1.3 OBJECTIVES
Primary Objective
 To study the customer preference in selecting retail outlets with special

emphasis on “more supermarket”.
Secondary Objectives
 To understand the factors that influence customer to choose retail stores.

 To measure the level of satisfaction among the customers of “more
supermarket”.
 To understand the customer expectations about retail outlets among customers
in selecting retail outlets.
1.4 SCOPE OF THE STUDY
This study will provide the information about preferences of customers in selecting
retail outlets, it will help to understand the factors influencing the customer’s in
selecting retail outlets. After the completion of this study, the customer’s preferences
can be identified and give suggestions to the authorities of “more supermarket” for the
improvements in their business.
1.5 RESEARCH METHODOLOGY
Research is the process of systematic and in-depth study or search of any particular
topic, subject or area of investigation backed collection, computation and
interpretation of evaluated data. Research methodology is a way to systematically

solve the research problems. It defines what the activities of research are, how to
proceed, how to measure the progress and what constitute success.
1.5.1 Research Design
The research design is the structure with in which research is conducted. A research
design is the arrangement of conditions for the collections and analysis of the data in a
manner that aims to combine to the research purpose. It constitutes the collection,
measurement and analysis of data. Research design gives an outline of everything
from defining the problems in terms of objectives to final analysis of data. The
research design follows descriptive research.
1.5.2 Descriptive research design:
Descriptive design is a sound basis for making predictions pertaining to the specific
marketing practices, which is a part of the conclusive research. Its main aim is to
collect data with a definite purpose, which makes the facts practical and valuable.
The descriptive research data have collected by primary and secondary data sources.
There are two types of data:
Primary data
The primary data is fresh information collected for a specified study. The primary data
can be gathered by observational, experimentation and survey method. Here the entire
scheme of plan starts with the definition of various terms used, units to be employed,
type of enquiry to be conducted, extent of accuracy aimed etc.
The methods commonly used for the collection of primary data are:
 Direct personal investigation, where the data is collected by the investigator

from the sources concerned.
 Indirect oral interviews, where the interview is conducted directly or indirectly
concerned with subject matter of the enquiry.
 Information received through local agencies, which are appointed by the
investigator.
 Mailed questionnaire method, here the method consists in preparing a
questionnaire (a list of questions relating to the field of enquiry and providing
space for the answers to be filled by the respondents.), which is mailed to the

respondents with a request for quick response with in the specified time. In this
project indirect oral interviews and Direct personal investigation method is used
to collect the primary data.
Secondary Data:
The secondary data refers to data, which already exists. The secondary data collect
from internal records, business magazines, company websites and Newspapers.
1.5.3 Sampling
Sampling may be defined as the process of obtaining information about an entire

population by examining a part of it. Sampling is done because it is difficult to collect
information about each of the population unit as is done under census method.
Convenience sampling procedure is used.
1.5.4 Convenience sampling
Convenience sample is one of the main types of non-probability sampling methods. A
convenience sample is made up of people who are easy to reach.
1.5.5 Sampling method
Sampling method used in this research is convenience sampling. Under this sampling
design, every item of universe has an equal chance of inclusion in sample.
1.5.6 Sample size
It refers to the number of items to be selected from the universe to constitute a
sample. The data is collected from a sample size of 150.
1.5.7 Area of the Study
The study was conducted among the customers of “more supermarket at Panampilly
Nagar, Ernakulam.
1.5.8 Research instrument
Research Instrument used in this research was Questionnaire. A questionnaire

formalized set of questions for eliciting information. It is one of the most common
instruments used for primary data collection. Questions are close-ended.

1.5.9 Close-ended Questionnaire
A closed-ended question contrasts with an open-ended question, which cannot be

answered with a simple “yes” or “no” or with a specific piece of information, and
which gives the person answering the question scope to give the information that
seems to them to be appropriate.
1.5.10 Period of Study
The study was conducted for the period of two months, from Febuary1st 2017 to
April 1st 2017.
1.5.11 Tools of analysis

For the proper analysis of data, percentage method was use. In addition, Microsoft
excel was also used for preparing charts for deducing inferences.
1.5.12 Percentage analysis
Percentage refers to special kind of ratio. The percentage is used in making
comparison between two or more series of data. The ease and simplicity of
calculation and the universal applicability of the present static have made it most
standardized tool in researchers. The percentage analysis is conducted by dividing
number of respondent with total population of sample.
Percentage analysis formula
Percentage=No. of Respondents x100

Total No of Respondents

1.6 LIMITATIONS
 The answers were dependent on the attitude, opinion and sharing mentality of
the respondents.
 There is no guarantee that the respondents give full and correct information.
 The preference towards retail outlets of every customers was not able to be
studied as the study was concentrated on a particular supermarket.

CHAPTER – II – GENERAL INFORMATION
2.1 INDUSTRY PROFILE

2.2 COMPANY PROFILE

2.1 INDUSTRY PROFILE
2.1.1 Retail Industry
An industry is a group of manufacturers or businesses that produce a particular kind of

goods or services.
Retail involves the method of commercialism commodity or services to customers

through multiple channels of distribution to earn profit. Demand is known and so happy
through a provide chain. Make an attempt area unit created to extend demand through
advertising. The term “retailor” is additionally applied wherever a service supplier
services the tiny orders of an oversized variety of people, instead of giant orders of a
little variety of wholesale, company or government clientele. The India retail business
is that the largest among all the industries, accounting for over 10 per cent of the
countries domestic product and around eight per cent of use. The Retail interchange
Asian countries has come back fourth along of the foremost dynamic and fast paced
industries with several players moving into the market, but all of them haven’t not
withstanding tasted success as a results of the numerous initial investments that unit
required to interrupt even with various firms and contend with them The Asian Retail
trade is step by step inching its matter towards turning into succeeding boom trade and
overall construct associated plan of looking has undergone an attention drawing
amendment in terms of format and shopper shopping for behavior, launching a
revolution in looking in India. Fashionable marketing has entered into the Retail market
in India as is discovered within the variety of active looking centers, multistoried malls
and also the large complexes that provide looking, diversion and food all below one
roof. In India the huge social class and its nearly untapped retail business area unit the
key enticing forces for international retail giants desperate to enter into newer markets,
that successively can facilitate Indian Retail business to grow quicker. Indian retail is
predicted to grow twenty-five per cent annually. The growth of supermarkets of
Republic of India in recent years has been quiet inspiriting. With the economic
easement and gap up of Indian markets to foreign investments, the Indian economic
process was catapulted considerably. The Indian supermarkets primarily retail food
things and family product. The supermarkets in republic of India conjointly offers
different vital things like cloths, home furnishings, toiletries, durables, physics etc.

although, Republic of India still laps means behind in organized selling as per
international standards however recent trends show that the scope of growth of
organized selling is extremely high. The expansion of Indian supermarkets is often
attributed to the rising of Indian service sector. Today variety of Indian business homes
area unit diversifying in to retail sector to exploit the tremendous growth chance. The
future of Indian retail industry looks promising with the growing of market, with the
government policies becoming more favorable and the emerging technologies
facilitating operations. Purchasing power of Indian urban customer is growing and
branded merchandise in categories like apparels, cosmetics, shoes, watches, beverages,
food and even jewelers, are slowly becoming lifestyle product that are widely accepted
by urban Indian customers. Indian retailers need to advantage of this growth and aiming
to grow, diversify and introduce new formats have to pay more attention to the brand
building process. The emphasis here is on retail as a brand rather than the retailors
selling brands. The focus should be on branding the retail business itself. In their
preparation to face fierce competitive pressure, Indian retailors must come to recognize
the value of building their own store as brands to reinforce their marketing positioning,
to communicate quantity as well as value for money. Sustainable competitive
advantage will be dependent on translating core values combining products, image and
reputation into a coherent retail brand strategy. Retailing in Republic of India is step by
step inching its method towards changing into ensuring boom trade. The full idea of
searching has altered in terms of format and client shopping for behavior, introduction a
revolution in searching in Republic of India. Trendy retail has entered Republic of India
as seen in sprawling centers, multistoried malls and large complexes supply searching,
diversion and food all beneath one roof. The Indian marketing sector is at associate
inflection purpose wherever the expansion of organized marketing sector is at associate
inflection purpose wherever the expansion of organized marketing and growth within
the consumption by the Indian population goes to require the next growth mechanical
phenomenon. The Indian population is witnessing a major modification in its
demographics, because the modern retail sector in Republic of India is mirrored in
sprawling searching centers, multiplex malls and large complexes supply searching,
diversion and food all beneath one roof, the idea of searching has altered in terms of
format and client shopping for behavior, introduction a revolution in searching in
Republic of India. This has conjointly contributed to large scale investments within the

realty sector with major national and world players finance in developing the
infrastructure and construction of the marketing business. The marketing configuration
in Asian country is quick developing as looking malls square measure more and more
turning into acquainted in giant cities. Once it involves development of retail house
specially the development stores.
India is being seen as a potential goldmine for retail investors from over the world and
latest research has rated India as the top destination for retailers for an attractive
emerging market.
The retail sector is witnessing Associated in nursing inflow of huge domestic

conglomerates like Reliance cluster, Future cluster, Aditya Birla cluster. In now 2011,
Government of Republic of India declared reforms in retail sector for each multi brand
stores and single brand stores. The market reforms made-up the manner for retail
innovations and completion with multi-brand retailers Wal-Mart, crossing and Tesco,
furthermore as single complete majors like IKEA, Nike and Apple. In January 2012,
Government approved reforms for single-brand stores hospitable anyone within the
world to initiate in Indian retail market with 100% possession. This development in
retail creates fierce competition with in the business. The completion in terms of
innovations in organized shopper retail business has perpetual been avoided by
Republic of India before 2011. The similarity of merchandise within the fashion or
attire forces the business to utilize visual commercialism to enhance the desirability of
the merchandise, differentiate their product and enhance their impulse shopping for
behavior. Since the country is obtaining additional competitive in terms of retail
business, visual commercialism is that the solely effective manner of differentiate in
fashion business. The final thing a client needs is similarity in merchandise. The
innovation future chain is incredible weak. Indian shoppers are getting a lot of privy to
the attire store house. Retailers by incorporating innovative usage of store house will
match the customer’s expatiations and provide study completion. Today’s reality
consists of many new, distinctive and desperate factors that have inherited play at same
time. To the core Indian client, although low worth continues to be of primary
importance, it’ll with in the coming back years and steady shift to a price-plus platform.
Here the buyers can look for a larger balance of worth with quality, convenience,
consistency, innovation and searching expertise. The recent economic delay has created

the Indian customer’s outlook a lot conservative purpose of purchase can become a lot
of vital, and can be the instant of truth for brands and retailors if they’re to deliver their
promise to the buyer.
Retail industry, being the fifth largest in the world, is one of the sunrise sectors with
huge growth potential and accounts for 14-15% of the country’s GDP. Retail is the sale
of goods and services from individuals or businesses to the end-user. Retailers are part
of an integrated system called the supply chain. A retailer purchases goods or products
in large quantities from manufacturers directly or through a wholesale, and then sells
smaller quantities to the customer for a profit. Retailing can be done in either fixed
locations like stores or markets, door-to-door or by delivery. In the 2000s, an increasing
amount of retailing is done using online websites, electronic payment, and then
delivered via a courier or via other services.
Retailing includes subordinated services, such as delivery. The term "retailer" is also
applied where a service provider services the needs of a large number of individuals,
such as for the public. Shops may be on residential streets, streets with few or no
houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes
a shopping street has a partial or full roof to protect customers from precipitation.
Online retailing, a type of electronic commerce used for business-to-customer (B2C)
transactions and mail order, are forms of non-shop retailing.
Retail comes from the Old French word tailor, which means "to cut off, clip, pare,
divide" in terms of tailoring (1365). It was first recorded as a noun with the meaning of
a "sale in small quantities" in 1433 (from the Middle French retail, "piece cut off,
shred, scrap, paring") Like in French, the word retail in both Dutch and German also
refers to the sale of small quantities of items.
2.1.1.1 TYPES OF RETAIL OUTLETS
Department store: Department stores are very large stores offering a huge assortment of
"soft" and "hard goods; often bear a resemblance to a collection of specialty stores. A
retailer of such store carries variety of categories and has broad assortment at average
price. They offer considerable customer service.
Discount store: Discount stores tend to offer a wide array of products and services, but

they compete mainly on price offers extensive assortment of merchandise at affordable

and cut-rate prices. Normally, retailers sell less fashion-oriented brands.
Warehouse store: Warehouses that offer low-cost, often high-quantity goods piled on
pallets or steel shelves; warehouse clubs charge a membership fee.
Variety store: Variety stores offer extremely low-cost goods, with limited selection.
Mom-And-Pop: A small retail outlet owned and operated by an individual or family.

Focuses on a relatively limited and selective set of products.
Specialty store: A specialty (BE: specialty) store has a narrow marketing focus - either
specializing on specific merchandise, such as toys, shoes, or clothing, or on a target
audience, such as children, tourists, or oversize women.
General store: A general store is a rural store that supplies the main needs for the local
community;
Convenience store: A convenience store provides limited amount of merchandise at

more than average prices with a speedy checkout. This store is ideal for emergency and
immediate purchases as it often works with extended hours, stocking every day.
Hypermarkets: Provides variety and huge volumes of exclusive merchandise at low

margins. The operating cost is comparatively less than other retail formats.
Supermarket: A supermarket is a self-service store consisting mainly of grocery and

limited products on nonfood items. The supermarkets can be anywhere between 20,000
and 40,000 square feet.
Mall: A shopping mall has a range of retail shops at a single outlet. They can include
products, food and entertainment under 2one roof
"Category killer" or specialist: By supplying wide assortment in a single category for

lower prices a category killer retailer can "kill" that category for other retailers. For few
categories, such as electronics, the products are displayed at the Centre of the store and
sales person will be available to address customer queries and give suggestions when
required. Other retail format stores are forced to reduce the prices if a category
specialist retail store is present in the vicinity.
E-retailer: The customer can shop and order through the internet and the merchandise is
dropped at the customer's doorstep or an e-retailer. Here the retailers use drop shipping

technique. They accept the payment for the product but the customer receives the
product directly from the manufacturer or a wholesaler.
Global top five retailers
• Wal-Mart
• Tesco
• Costco
• Carrefour
• Kroger
2.1.1.2 RETAIL PRICING
The pricing technique used by most retailers is cost-plus pricing. This involves adding
a markup amount (or percentage) to the retailer's cost. Another common technique is
suggested retail pricing. This simply involves charging the amount suggested by the
manufacturer and usually printed on the product by the manufacturer.
In Western countries, retail prices are often called psychological prices or odd prices.
Often prices are fixed and displayed on signs or labels.
2.1.1.3 COMPETITION
Retail stores may or may not have competitors close enough to affect their pricing,
product availability, and other operations. A 2006 survey found that only 38% of retail
stores in India believed they faced more than slight competition.
2.1.1.4 SALES TECHNIQUES
One way to cope with competition is to hire a merchandising solutions company to

design custom store displays that will attract more customers in a certain demographic.
The nation's largest retailers spend millions every year on in-store marketing programs
that correspond to seasonal and promotional changes. As products change, so will a
retail landscape. Retailers can also use facing techniques to create the look of a
perfectly stocked store, even when it is not.
2.1.1.5 RETALING IN INDIA
Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent

of its GDP. The Indian retail market is estimated to be US$ 500 billion and one of the
top five retail markets in the world by economic value. India is one of the fastest
growing retail markets in the world, with 1.2 billion people.
As of 2013, India's retailing industry was essentially owner manned small shops. In
2010, larger format convenience stores and supermarkets accounted for about 4 percent
of the industry, and these were present only in large urban centres. India's retail and
logistics industry employs about 40 million Indians (3.3% of Indian population).
Until 2011, Indian central government denied foreign direct investment (FDI) in multi-
brand retail, forbidding foreign groups from any ownership in supermarkets,
convenience stores or any retail outlets. Even single-brand retail was limited to 51%
ownership and a bureaucratic process.
In November 2011, India's central government announced retail reforms for both multi-
brand stores and single-brand stores. These market reforms paved the way for retail
innovation and competition with multi-brand retailers such as Walmart, Carrefour and
Tesco, as well single brand majors such as IKEA, Nike, and Apple. [6] The
announcement sparked intense activism, both in opposition and in support of the
reforms. In December 2011, under pressure from the opposition, Indian government
placed the retail reforms on hold till it reaches a consensus. [7]
2.1.1.6 RETAILING IN KERALA
Retailing in Kerala is a subject too subtle and relevant; as Kerala is known of more as a
customer state rather than a producer state. The introduction of Margin Free Markets
has turned out to be grand success resulting in it becoming one of the largest retail
chains in the country.
Margin Free Markets
Margin Free Markets is the largest retail chain in the state of Kerala and one of the
leading retail chains in India. The first outlet of this chain started functioning on 26th
January 1994 at Thiruvananthapuram. There are currently more than 275 franchisees of
Margin Free Markets spread all over south India. The outlets are franchises and are not
actually owned by the chain. The Customer Protection & Guidance Society currently
controls margin free markets, which is a registered charitable institution that started
functioning in 1993. The customers are assured of quality, quantity and the fair price of

the goods sold through the Margin Free Markets.
Supply Co
The Kerala State Civil Supplies Corporation (Supplyco), is a statutory body established
in 1974. It procures rice, wheat products, sugar, pulses, vegetables and a range of
customer goods independently from the open market and distributes them through a
network of 663 retail outlets called Maveli Stores, 11 supermarkets in district
headquarters and 21 mobile Maveli vans operating on designated routes. The
Government decides the price of articles sold by Supplyco through these shops, and has
used it as a highly effective mechanism, cutting out middlemen and controlling prices
in the open market.
Jewellery
Jewellery retail is another major part of the retailing business in Kerala. The leaders
in this business include, Allappat jewelers, Allukas jewelers, Josco Fashion Jewelers,
and Thrissur jewelers among many others. Each of these Jewellers can be considered
as retail chains as they have outlets in different parts of the State, the neighbouring
states and some even in the Middle East.
Automobiles
In the automobile segment, the first real retailer could be thought of as Benz
automobiles who started off in 1978, Now the state can boast of a host of retailers
specializing in automobiles including big names like Indus Motors, Maraikar Motors,
and Kulathungal Motors among others.

2.2 COMPANY PROFILE
2.2.1 ADITYA BIRLA GROUP
The Aditya Birla Group is an Indian multinational conglomerate named after Aditya
Vikram Birla, headquartered in the Aditya Birla Centre in Worli, Mumbai, India. It
operates in 33 countries with more than 136,000 employees worldwide. The group was
founded by Seth Shiv Narayan Birla in 1857. The group interests in sectors such as
viscose staple fibre, metals, cement (largest in India), viscose filament yarn, branded
apparel, carbon black, chemicals, fertilizers, insulators, financial services, telecom
(third largest in India), BPO and IT services.
The Aditya Birla group is a diversified conglomerate with a total revenue of

approximately US$40 billion in year 2012.With a gross revenue of USD 40 Billion (in
2012) it is the third largest Indian private sector conglomerate behind Tata Group with
revenue of just over USD 100 Billion and RIL with revenue of USD 74 Billion.
Industry Type Private
Industry Conglomerate
Founded 1857
Founder(s) Seth Shiv Narayan Birla
Headquarters Mumbai, Maharashtra, India
Area served Worldwide
Key people Kumar Mangalam Birla (Chairman)
Products Metal, cements, textiles, chemicals, agribusiness, carbon black,

mining, wind power, insulators, and telecommunications,
financial
services, information technology, retail, trading solutions

2.2.2 ADITYA BIRLA RETAIL LIMITED
Aditya Birla Retail Limited is the retail arm of Aditya Birla Group, a $40 billion
corporation. The company ventured into food and grocery retail sectors in2007 with the
acquisition of a south-based supermarket chain. Subsequently, Aditya Birla Retail Ltd
expanded its presence across the country under the brand ― "more." with two formats-
Supermarket and Hypermarket.
2.2.2.1 Supermarket
more. ― Conveniently located in neighborhoods, more. Supermarkets cater to the

daily, weekly and monthly shopping needs of customers. The product offerings include
a wide range of fresh fruits and vegetables, groceries, personal care, home care, general
merchandise and a basic range of apparels. Currently, there are over 490 supermarkets
across the country.
2.2.2.2 Hypermarket
“more. MEGASTORE” is a one-stop shopping destination for the entire family.

Besides a wide range of products across fruits and vegetables, groceries, FMCG
products, more. MEGASTORE also has a strong emphasis on general merchandise,
apparels and CDIT.
Currently, fifteen hypermarkets operate under the brand more. ‘MEGASTORE in
Hyderabad:
Saroor Nagar, Kukatpally & Banjara Hills; in New Delhi: Rohini, Kirti Nagar;
Haryana: Sohana Road - Gurgaon; in Karnataka: Mahadevpura, Old Madras Road, Bull
Temple, Marathalli & Yeshwanthpur & Mysore; in Maharashtra: Thane; Gujarat:
Vadodara and Madhya Pradesh: Indore.
In October 2013, more. MEGASTORE has expanded its portfolio by launching nine in-
house apparel and footwear brands. In the apparel category for men, brands such as
Blue Earth, Be Casuals and Kruff were launched, while brands such as Karinee and
Bjoyzz cater to women. In the kid’s section, two brands such as Chatter Kids and Yo
are now available in the stores. In the footwear category, brands such as Berwins and
Inch heels made a foray into stores, providing customers a complete shopping
experience. These exclusive fashion brands will be available across all more.
MEGASTORE outlets.

2.2.2.3 Club more

Our loyalty program currently has a strong membership base of over three million
members. Through this program customer enjoy a range of exclusive promotions and
offers. Becoming a club more member is so easy. Any one is making a purchase of
more than Rs 250 can become a member. As an esteem member, each time customer
at more outlets they earn reward points which can be redeemed in their preferred
More outlets. A club More members will be entitled to special benefits, besides the
regular offers and promotion at More.
Aditya Birla Retail Limited currently has an employee strength of around 10,000
people. Key functions are headed by professionals with vast retail experience in India
and globally.
Quality and value through own labels
Aditya Birla Retail Ltd provides customers a wide choice of products under its own
labels. The objective is to provide quality products at attractive price points to
customers. Since quality of the products is of prime importance, stringent quality
norms have been set and followed. All manufacturing partners are the best in their
class.
Own label food brands include more QUALITY 1st., Feasters, Kitchen's Promise,
Selecta
Home and personal care brands includes more QUALITY 1st., 110%, Pestex and
Prarthana.
2.2.2 Company’s vision
“To consistently provide the Indian customer complete and differentiated shopping
experiences and be amongst India’s top retailers, while delivering superior returns to all
stakeholders”
2.2.3 Company’s Mission

Company’s mission is “to change the way people shop, we will give them more”

2.2.4 Company’s Value

 Integrity: Honesty in every action
 Commitment: Deliver on the promise
 Passion: Energized action
 Seamlessness: Boundary less in letter and spirit
 Speed: One step ahead always
2.2.5 Quality Policy

ABRL is committed to assure their customers of the quality of our products and
services on a consistent basis. They keep their customers at the Centre of everything
they do and are committed to earn trust and recognition of ABRL as India’s premier
retail organization.
2.2.6 Product Categories:
 Basic Apparels
 Cutlery & Cookware
 Fruits & Vegetables
 Frozen &Dairy Products
 Grocery
 Home Care Products
 Ready-to-cook/ Prepared
 Stationery
 Women’s Accessories
 General Merchandise
 FMCG Products
 Personal Care & Cosmetics
 Processed Food etc…

2.2.7 FMCG Categories and Products
Category Products Products
Household Care Fabric wash (laundry soaps and synthetic detergents),

household cleaners (dish/utensil cleaners, floor cleaners, toilets
cleaners, air fresheners, insecticides and mosquito repellents,
metal polish and furniture polish)
Food and Beverages Health beverages, soft drinks,

Staples/cereals, Bakery products (biscuits, bread, cakes), snack
food, chocolates, ice creams, tea, coffee, soft drink processed
fruits, vegetables, dairy products, bottled water, branded flour,
branded rice, branded sugar, juices etc.
Personal Care Personal Care, Oral Care, Hair Care, Skin Care, Personal wash
(soaps), Cosmetics and toiletries, Deodorants, Perfumes,
Feminine hygiene, paper products.

CHAPTER – III
3.1 REVIEW OF LITERATURE

3.1 LITERATURE REVIEW
Analysis of customer preference is done to understand what are major the factors which
influence the customer on purchase. On a purchase, a customer has different
perspectives towards the product or service, in order to satisfy the customer needs and
wants the organizations must understand what the needs of customers are very properly
and what their preferences on a product or service are. The core of marketing is
identifying unfilled needs and delivering products and services that satisfy these needs.
Customer preference means an individual taste, as measured by utility, of various
bundles of goods. Note that preferences are independent of income and prices. Ability
to purchase goods does not determine a customer’s likes or dislikes.
According to Leif E. Hem (2001) “retail stores with higher perceived reputation
should provide customers with greater risk and so encourage more positive
evaluations than retail stores of lower reputation, this notion should be true for
FMCG”.
Piyush Kumar Sinha & Sanjay Kumar (2007) conducted research study to identify and
classify the different formats of retailing in India. The study classifies the different
formats of retailing in different categories and also explains the growth of each
category and motivation of retailers to expand into specific category. Some of the
findings of the study include: Most of the organized retailers in India are harping on
quality, service, convenience, satisfaction and assured benefits to lure shoppers into the
store. Retailers are not creating value for the consumer and also unable to decide
suitable vehicle to deliver desired consumer value. No doubt that retail format is one of
the vehicles to deliver value proposition and also it helps to position the store in the
mind of target shoppers.
Bottomley and Holden (2001) propose that “the quality of the parent retail
stores and the fit between the parent retail stores and the retail stores
selection are key determinants of customer evaluations of retail stores
selections”. And reveal that “cultural differences influence how retail stores
selections are evaluated with respect to relative measurement factors”. also propose
“customer’s retail stores selection evaluations are also determined by (a) the
dimensions of fit (i.e. the complementarily and transferability of assets and

skills between the parent retail stores and the retail stores selection, and (b) to
what extent customers perceive the retail stores selection is difficult to
produce”.
Klink &Smith (2001) explain that “the success of a retail stores extension is largely
determined by how customers evaluate the selection”.
Martinez and Pina (2003) argued that line selection “decreases the risk of failure of
new products, because customers initially are more willing to accept products
marketed under known retail stores”. Martinez and Pina (2003) defines that “this
strategy is not free from risks, since it is not convenient for all the retail stores, and
moreover it may have negative effects on the image of the extended retail stores”.
Marketing Mastermind (2003) “HUL‟s rural marketing initiatives have given the
perspectives in which HUL has approached towards rural marketing, Keller (2003)
argues that “the retail stores selections allow customers to draw conclusions
and form expectations about the potential performance of a new product (i.e.
The retail stores selection) based on their existing knowledge about the retail
stores”.
Keller (2003) reveals that “firstly selections can clarify the retail stores meaning to
customers and define the boundaries of the domain in which it competes”. Keller
(2003) propose that “a new or rejuvenated product can be a mean to renew
interest and improve attitude towards the parent retail stores”. According to
Keller (2003) “the image of the parent retail stores can be hurt irrespective of the
success or failure of the selection”.
3.1.1 Advertisement
Balachander and Ghose (2003) reveal that “forward spillover effects from advertising
of a parent retail stores on choice of a retail stores selection are limited”. The
findings of Mortimer (2003) suggest that “retail stores selection makes economic
sense to try to deliver the same emotional benefits in a different market”. According
to Mortimer (2003) “companies should do the retail stores selection to a large extent”
“new product introduction are crucial for a firm to sustain its long- term
competition”.

3.1.2 Customer Expectation
Keller (2003) “retail stores selection allows customers to draw conclusion and form
expectation about the potential performance of a new
product based on their existing knowledge about the retail stores”.
Kim and John (2008) defines that “customers evaluate retail stores selections on
the basis of their perceived fit with the parent retail stores”.
Surbhi Khosla (2006) in her article briefly discussed about the retail sector in India and
its journey. The article mentions in the chronological order the evolution of different
retail formats in India and also major retailers in different formats. The article also
discussed the recent trends in the formats and future scope of the different formats of
retailing.
3.1.3 Customer Preference
Deepika Jhamb and Dr(Ms) Ravi Kiran (2012) in their paper tries to understand the
improvement in retail sector in India, especially the modern retail formats, its attribute,
type of goods and impact of customer’s demography on choice of emerging retail
format. The present research examines the emergence of modern retail formats in India.
The major emphasizes of the study is on customer’s preferences of shopping goods and
convenience goods from modern retail formats. The findings of the paper reveal that
customers prefer modern retail formats due to quality, variety of brands, parking
facility, trained sales personnel and for security purpose. Customers‟ prefer malls and
specialty store to purchase various shopping goods like clothing, Footwear and
Jewellery more as compared to convenience goods. The paper further explores that
higher income customers and younger generation visit modern retail formats more as
compared to older once with low income.
Zanual Bashar Bhutoo, Rambalak yadav and vikram singh (2012) The dimension’s
factor like personalization, facilities, Responsiveness, Flexibility, Courtesy, Privileges
to regular customer empathy and Parking space. Retail Outlets in the study, increase the
sale of retail outlet and create good brand image in the mind set of customers. With
reference to the objectives of study, Customer Preference on retail outlet a comparative
study of big bazaar and more mega store. The study shows that almost same type of

customer preference on big bazaar and more mega store. But there is significant
difference in the customer preference on retail outlets regarding empathy.
Luca Petruzzellis (2010), referred and concluded that technology nowadays is

overcome by customer preferences and needs. In particular, the role of the brand is to
be analyzed with respect to its influence in shifting customer preferences from the
technical performances (tangible elements) to the emotional/symbolic ones (intangible
elements). The researchers had provided an analysis of the brand attitude and
perception tested and viewed through user eyes.
3.1.4 Customer Buying Attitude
Anil N. Barbole and Varsha Borade (2012) studied the impact of a customer buying
attitude on various grocery products in supermarkets. The growing competition among
the retailers and the increased customer dissatisfaction among customer are reasons for
the grocery retailers strive to know their customers. The different shopping patterns are
owing to varied customer tastes and environment.
Androulidakis; G. Kandus (2011) correlated the brand of mobile phone to users’

security practices. Users show different behavior in an array of characteristics,
according to the brand of the mobile phone they are using. As such, there is a
categorization of areas, different for each brand, where users are clearly lacking
security mind, possibly due to lack of awareness. Such a categorization can help phone
manufacturers enhance their mobile phones in regards to security, preferably
transparently for the user.
Tajzadeh Namin A.; Rahmani Vahid; Tajzadeh Namin Aidin (2012) analysed that the
process of deciding over (choosing) a brand may be influenced by situation and
content. The findings suggest a significant relationship between the variables “brand
attitude”, “corporate attitude”, and “product (cell phone) choice”. In addition, no
significant relationship was found between individual decision making processes
(independent or mediated) and product choice.
The Dream Catchers Group (2008) investigated if demographic variables or if

telephone features included on phones students already owned were predictive of
young customers' perceptions of bundled features. In addition, this study set out to

determine if there were any significant differences in students' perceptions of bundled

features across demographic variables (rural vis-a-vis HBCU, gender, grade level,
cellular telephone brand, major, and age).
Oyeniyi, Omotayo Joseph - Abioudun, Abolaji Joachim (2010) emphasis on customer

loyalty and customer switching cost. Switching cost is one of the most discussed
contemporary issues in marketing in attempt to explain customer behaviour. The
present research studied switching cost and its relationships with customer retention,
loyalty and satisfaction in the Nigerian telecommunication market. The study finds that
customer satisfaction positively affects customer retention and that switching cost
affects significantly the level of customer retention.
Rodolfo Martínez Gras; Eva Espinar Ruiz (2012) highlight a new dimension in
information and technology with respect to teenagers in spain. The main objective of
this article is to analyze the relationship between Information and Communication
Technologies and Spanish adolescents. Specifically, researchers have studied, through
qualitative methodology, the characteristics of teenagers’ access and uses of
technological devices. and analyzed the purposes that motivate the utilization of
Information and Communication Technologies, highlighting a close relationship
between technologies and peer communication and entertainment. On the contrary,
there is an under-utilization of all these devices for teaching and learning purposes.
Wafa' N. Muhanna; Awatif M. Abu-Al-Sha'r (2009) aims at investigating Jordanian

university undergraduate and graduate students' attitudes towards the learning
environment where cell phones are used as learning tools in classroom. The study
comprised two independent variables, level and gender, as covariates. The findings
indicate that undergraduates are more favorable to cell phone environment than
graduate students. The study also reveals that cell phone has more influence on male
students than on female students.
Nasr Azad; Ozhan Karimi; Maryam Safaei (2012) had presented an empirical study to
investigate the effects of different marketing efforts on brand equity in mobile industry.
The results show that there is a positive and meaningful relationship between marketing
mix efforts and brand equity. In other words, more advertisements could help better
market exposure, which means customers will have more awareness on market

characteristics. Among all mixed efforts, guarantee influences more on brand equity,
which means customers care more on product services than other features. Finally,
among different characteristics of brand equity, product exclusiveness plays an
important role. In other words, people are interested in having exclusive product, which
is different from others.
3.1.5 Factors influencing customer purchase
Nasr Azad; Maryam Safaei (2012) states that there are many evidences to believe that
customers select their products based on brand name. Products also maintain their own
characteristics, which make them differentiable from others. In this paper, researchers
have present an empirical study to determine important factors influencing customers'
purchasing intend for cellular phones in capital city of Iran, Tehran. The results of the
study show that there are some positive relationships between exclusive name and
quality perception, between exclusive name and word of mouth advertisement, between
quality perception and fidelity, between word of mouth advertisement and brand name
and between brand name image and brand name.
Mehran Rezvani; Seyed Hamid Khodadad Hoseini; Mohammad Mehdi Samadzadeh

(2012) investigates the impact of Word of Mouth (WOM) on Customer Based Brand
Equity (CBBE) creation. WOM characteristics such as, volume, valence, and source
quality are studied to find how intensely they each affect brand awareness, perceived
quality, and brand association. The results suggested that volume and valence, two
elements of WOM, affect CBBE and no significant relationship between source type
and brand equity was seen.
3.1.6 Customer Satisfaction
Sany Sanuri Mohd. Mokhtar; Ahmed Audu Maiyaki; Norzaini bt Mohd Noor (2011)
explores the relationship between service quality and customer satisfaction on customer
loyalty with regards to mobile phone usage among the postgraduate students of a
university in Northern Malaysia. The results show that both service quality and
customer satisfaction significantly affect the level of customer loyalty of mobile phone
users in Malaysia. It was therefore, recommended that mobile service providers should
pay special attention to their service quality and the factors that drive customer
satisfaction.

Shakir Hafeez; SAF Hasnu (2010) states that Customer satisfaction is a crucial element
for the success of all businesses. One of the biggest challenges for a market is how to
satisfy and retain the customers. This study is based on Mobilink’s prepaid customers.
The findings suggest that overall customer satisfaction and customer loyalty is
comparatively low among the customers of Mobilink. The Customer loyalty in
Pakistan’s mobile sector is relatively low because it is an emerging industry, new
players are entering in this market and customers are more fascinated to try the new
service providers. However, it is expected that when the industry will be well
established, the results will be more comparable to other studies.
Serkan Aydin, Gökhan Özer, Ömer Arasil, (2005) had focused on to measure the
effects of customer satisfaction and trust on customer loyalty, and the direct and
indirect effect of “switching cost” on customer loyalty. The findings of this study show
that the switching cost factor directly affects loyalty, and has a moderator effect on both
customer satisfaction and trust
Jonathan, Lee, Janghyuk, Lee and Lawrence, Feick, (2001) analysed that moderating
role of switching costs in the customer satisfaction-loyalty link; and to identify
customer segments and to retain them. Thus the purposes of this paper are: to examine
the moderating role of switching costs in the customer satisfaction-loyalty link; and to
identify customer segments and then analyze the heterogeneity in the satisfaction-
loyalty link among the different segments. An empirical example based on the mobile
phone service market in France indicates support for the moderating role of switching
costs. Managerial implications of the results are discussed.
Shibashish, Chakraborty and Kalyan Sengupta (2008) endeavors to make a detailed

study on important demographic variables of customers affecting brand switching of
customers. This study will highlight pertinent aspects of prediction of switching
proclivity of customers from one service provider to another.
Hrsha de Silva, (2011), generally shows that adoption of (primarily) mobile telephones
has significant benefits not just to the adopter, but to the community at large. In this
context, the objective of the current article is to examine, from a user perspective, the
influences (as well as the interplay of these influences) on mobile phone adoption by
the poor in a selected set of countries in the emerging Asian region.

Brenda, Mak, Robert Nickerson and Henri Isaac (2009), investigates the factors
affecting the attitudes towards the social acceptance of mobile phones in public places
and how this attitude affects its usage Results of the analysis indicate that the attitudes
about mobile phone use in public places depend on country, and age factors. This
attitude in turn significantly affects the usage frequency of mobile phones. In addition,
usage frequency also is affected by gender and work status.
Arvind Sahay and Nivedita Sharma (2010) focused on brand relationships are indeed
important for different categories of young customers; second, to investigate the effect
of peer influence, family influence, and brand relationships on switching intentions
amongst young customers; and third, to look at the impact of price changes on
switching intentions in the context of brand relationships. Researcher’s results suggest
that young customers develop relationships on all brand relationship dimensions.
3.1.7 Customer Choice
Nikhilesh Dholakia & Piyush Kumar Sinha (2005) Customers tend to come to the
stores with a choice set. This set varies according to the extent of planning that the
customer undertakes before reaching the store. With more planning, this choice set
narrows. While buying from the traditional format (serviced) stores, the customers
carry lists. These lists, in many cases, mention the brand name of the product.
Generally, the retailer simply fetches the sought brands and collects them on the
counter, ready for tallying and payment. In the very affluent families, these patterns
exhibit variations. Rather than the husband, the cart pusher may be the maid or the
driver (chauffer). Of course, in such cases, almost all the picking and paying is done by
"madam," the housewife-employer. While not yet much evident in Ahmedabad, in
bigger metropolitan areas such as Delhi or Mumbai, there are some observed cases of
maids coming to shop on their own, using lists provided by the employer. To command
appropriate respect from the store help, the maids "dress up" in such situations. There
has not been significant effort by research scholars and marketers to study the
consumer behavior pattern in Malls and to differentiate the same with behavior pattern
in traditional Mom-&-Pop shops. If the research has been conducted it is not being
made available to the other researchers.

Heikki Karjaluoto, Jari Karvonen et al, (2005), had analyzed that Mobile phone
markets are one of the most turbulent market environments today due to increased
competition and change. Thus, it is of growing concern to look at customer buying
decision process and cast light on the factors that finally determine customer choices
between different mobile phone brands. On this basis, this research deals with
customers’ choice criteria in mobile phone markets by studying factors that influence
intention to acquire new mobile phones on one hand and factors that influence on
mobile phone change on the other are some general factors that seem to guide the
choices. The two studies show that while technical problems are the basic reason to
change mobile phone among students; price, brand, interface, and properties are the
most influential factors affecting the actual choice between brands.
Chu-Mei Liu (2002), inferred that Branding is important to manufacturers, retailers and
customers. Brands with higher brand equity have higher sales. The growth of mobile
phone subscriptions is considerably faster in the Philippines. Advertising and
promotion are undertaken through cooperation between the service providers and
mobile phone manufacturers. The study tries to find out the effects of the different
activities on customer choice of mobile phone brands.
Hans Kasper, Josée Bloemer, Paul H. Driessen, (2010), has thrown light on how
customers cope with confusion caused by overload in information and/or choice. The
paper investigates whether customers who face different degrees of confusion use
different coping strategies depending upon their decision-making styles. The
researchers found that customers of mobile phones can be characterized by
combinations of decision-making styles and find three clusters based on decision-
making styles: “price conscious and cautious” customers, “brand-loyal and quality-
driven” customers, and “functionalist” customers. Results show significant main effects
of the degree of confusion and the decision-making styles on the use of coping
strategies as well as a significant interaction effect of these two.
Anne Martensen, (2007), examine tweens' (8-12 year-olds) satisfaction with and loyalty
to their mobile phones and the relationship between these. The results indicate that
tweens are far more satisfied with their mobile phones than adults are and that the
mobile phones fulfill children's expectations to a much higher degree. Still, brands are

not able to turn tweens into loyal customers who will recommend their mobile phones
to friends. Tweens' loyalty is lower than what is experienced for adults and the
relationship between satisfaction and loyalty is very weak.
Pratompong Srinuan, Mohammad Tsani Annafari, Erik Bohlin, (2011), states that
subscriber characteristics, including age, government officer, self-employed, internet
use, central region, and southern region, are significant in explaining the switching
behavior of Thai mobile subscribers. This study also shows that the largest mobile
operators will gain more switching subscribers than smaller operators. The study shows
that the expected impact of implementing MNP without national mobile roaming
regulations would be worse for smaller mobile operators. The smaller operators need to
compete on both price and quality improvement. In the short run, it would not be
possible for the smaller operators to compete with the larger operators due to the
inequality in the quality of network coverage.
Ajax Persaud, Irfan Azhar, (2012) concludes that customers' shopping style, brand
trust, and value are key motivations for engaging in mobile marketing through their
smartphones. Further research should focus on specific tactics marketers use to engage
customers beyond marketing messages, that is, how they engage customers in dialogue
to build relationships, encourage purchases and build loyalty. This could reveal how
customers really want to engage in mobile marketing.
Ahmed Alamro, Jennifer Rowley, (2011) explored that there are 11 antecedents of
brand preference; these can be theoretically clustered into three groups: awareness
antecedents (controlled communication (advertising), and uncontrolled communication
(publicity, word of mouth)); image antecedents (service value attributes (price, quality),
provider attributes (brand personality, country of origin, service (employee + location)),
and corporate status (corporate image, corporate reputation)); and, customer attribute
antecedents (satisfaction, perceived risk, and reference group). Multiple regression
showed the contribution of each of these antecedents to brand preference.
Hande Kimiloglu, V. Aslihan Nasir, Süphan Nasir, (2010), aims to discover customer
segments with different behavioral profiles in the mobile phone market. Pragmatic
customers are found to give high importance to the functional, physical and
convenience-based attributes of the product. The abstemious group also gives

importance to functionality along with design. While value-conscious customers focus

strongly on price, the charismatic segment represents the want-it-all group valuing
many attributes such as technological superiority, practicality, durability, functionality,
and design. The study also includes findings and discussions about the differences these
clusters display in terms of their involvement and loyalty styles.
Lynda Andrews, Judy Drennan, Rebekah Russell-Bennett, (2012) examine the nature
of customers' perceptions of the value they derive from the everyday experiential
consumption of mobile phones and how mobile marketing (m-marketing) can
potentially enhance these value perceptions. The findings highlight ways to tailor m-
marketing strategies to complement customers' perceptions of the value offered through
their mobile phones.
Asta Salmi, Elmira Sharafutdinova, (2008) signifies that the general features (high
power distance, femininity, high uncertainty avoidance) characterizing Russian culture
affect preferred mobile phone design. Long-term values are seen, for example, in
family orientation, which affects the use of mobile phones. Changing cultural and
socioeconomic features are seen in the strict division of customers into distinct
segments. Current aspects of society, such as high level of street crime, are apparent in
the desired features of products. The emerging Russian markets seem to consist of very
different customer groups and simultaneously represent both old and new cultural
features and norms. Design has become a central tool for affecting product marketing,
and an influential community of designers and a design industry are emerging.
Kurt Matzler, Sonja Bidmon, Sonja Grabner-Kräuter, (2006) explore the relationship
among two personality traits (extraversion and openness), hedonic value, brand affect
and loyalty. It argues that individual differences account for differences in the values
sought by the customer and in the formation of brand affect and loyalty. It was found
that extraversion and openness are positively related to hedonic product value and that
the personality traits directly (openness) and indirectly (extraversion, via hedonic
value) influence brand affect which in turn drives attitudinal and purchase loyalty.
Fred Robins, (2003) analyzed that the marketing of the next generation of mobile
phones. It begins with comments on the state of the telecom industry and draws
attention to elements of technological and product convergence, highlighting the point

that while industry convergence on digital technology is a fact, today’s mobile

telephony marketplace is nonetheless characterized by three generations of technology
and the latest generation, 3G, embraces three related but competing standards. The
research examines 2G, 2 and a half G and 3G developments around the world and
identifies factors relevant to the marketing of 3G, including recognition of geographical
and user diversity and the consequent need for marketers to keep these various user
perspectives in mind. However, customer desire for personalization, including
personalized 3G services, are important features of the marketplace, as will be the
availability of simple, secure payment systems.

CHAPTER - IV
4.1 DATA ANALYSIS AND INTERPRETATION

4.1 Age Wise Classification of respondents

Table 4.1 Age wise classification of the respondents
Age Number of Percentage

respondents
Below 25 46 31
Between 25-35 32 21
Between 35-45 37 25
Above 45 35 23
Total 150 100
Chart 4.1-Age wise classification of respondents
35
30
25
20
15
10
0
below 25 between 25-35 between 35-45 above 45
Interpretation:
From the chart given above 31% of respondents are from age group of below 25. 21%
are from age group of 25-35. 25% are from the age group between 35-45. 23 are from
age group of above 45.

4.2 Gender wise classification of respondents
Table no 4.2 Gender wise classification respondents
Gender Number of Respondents Percentage
Male 59 39
Female 91 61
Total 150 100
Chart no 4.2-Gender wise classification of respondents
70
61
60
50
39
40
30
20
10
0
Male Female
Interpretation
From the analysis of questionnaire obtained from respondents, it was found that around
39% of respondents are male and 61 % are female out of 150 sample.

4.3 Distance wise classification of respondents
Table no. 4.3 Approx. distance from more supermarket of respondents
Distance Number of respondents Percentage
Below 3 Km 45 30
3-5 Km 42 28
5-10 Km 35 23
10-15 28 19
Total 150 100
Chart no 4.3-Distance wise classification of respondents
30
28
30
23
25
19
20
15
10
0
below 3 km 3-5 km 5-10 km 10-15 km
Interpretation
According to the result obtained from questionnaire, around majority fall under below 3
km distance to reach “more supermarket” next category 3-5 km distance to reach 28%,
5-10 km are 23 % and 10-5 km are 19%.

4.4 Income wise Classification of respondents
Table no 4.4 Income wise classification of respondents
Income Level Frequency Percentage
Below 5,000 per month 30 20
5,000-10,000 30 20
10,000-15,000 38 25
Above 15,000 per month 52 35
Total 150 100
Chart no 4.4-Income wise classification of respondents
35
35
30 25
25 20 20
20
15
10
0
Below 5,000 5,000-10,000 10,000-15,000 Above 15,000
Interpretation
From the analysis of questionnaire, 35% of the respondents are having monthly income
above 15,000, 25% respondents who are having between 10,000-15,000 per month.
20% of respondents who are having 5,000-10,000 and 20% having below 5,000.

4.5 First time visitors from “more supermarket”
Table No 4.5 First time visitors from “more supermarket”
Is the first purchase Number of Respondents Percentage

Yes 38 25
No 112 75
Total 150 100
Chart No-4.5-First time visitors from “more supermarket”
80 75
70
60
50
40
30 25
20
10
0
Yes No
Interpretation
From the result obtained from the questionnaire showing 25 % of customers are made
first time purchase from more supermarket, and rest of 75 % are regular customers.

4.6 Impact of promotion on respondents of “more Supermarket”
Table no-4.6 Impact of promotion on response of “more supermarket”
Store based promotion Number of Respondents Percentage
Yes 74 49
No 76 51
Total 150 100
Chart No-4.6-Impact of promotion on response of “more supermarket”
51.5
51
51
50.5
50
49.5
49
49
48.5
48
Yes No
Interpretation
From the result shows 51% of the customers do not visit the store based on
promotion, around 49 % of customer’s visit based on promotions.

4.7 Easy accessibility of product from “more supermarket”
Table No-4.7 Easy accessibility of product from “more supermarket”
Easy to find items Number of respondents Percentage
Yes 115 77
No 35 23
Total 150 100
Chart No-4.7-Easy accessibility of product from “more supermarket”
90
80 77
70
60
50
40
30
23
20
10
0
Yes No
Interpretation
From the result obtained out of 150 sample 77% of respondents says that it is easy to
find out items from the store and 23% were not finding the items from the store.

4.8 Analysis on response on “more supermarket” is convenient for all

income group
Table No-4.8 Analysis on response on “more supermarket” is convenient for all

income group
Convenient for every Number of Respondents Percentage

income group
Yes 97 65
No 53 35
Total 150 100
Chart No-4.8-Analysis on response on convenient for all income group
70 66
60
50
40
35
30
20
10
0
Yes No
Interpretation
According to the result, 65% of customers respond like the store is convenient for every
income group and 35% are respond like store is not convenient for every income group.

4.9 Welcoming attitude towards customers from employees of “more

supermarket”
Table No-4.9 Welcoming attitude towards customers from employees of “more

supermarket”
Feel welcomed during Number of respondents Percentage

visit
Yes 52 35
No 98 65
Total 150 100
Chart No-4.9- Welcoming attitude towards customers from employees of “more

supermarket”
70 65
60
50
40 35
30
20
10
0
Yes No
Interpretation
According to the study, 65% of customers have responded in a manner that they do not
feel welcome when visiting more supermarket, rest 35% responded in a manner that
they feel welcomed when coming to more supermarket

4.10 Impact of high quality merchandise from “more supermarket”
Table No-4.10 Impact of high quality merchandise from “more supermarket”
Merchandise quality Number of respondents Percentage
Yes 110 73
No 40 27
Total 150 100
Chart No-4.10-Impact of high quality merchandise from “more supermarket”
80
73
70
60
50
40
30 27
20
10
0
Yes No
Interpretation
From the result obtained, it was noted that around 73% of respondents says the
merchandise is in high quality and 27% of respondents don’t have that opinion.

4.11 Visual appearance of “more supermarket”
Table No-4.11 Visual appearance of “more supermarket”
Visually appealing Number of Respondents Percentage
Yes 110 73
No 40 27
Total 150 100
Chart No-4.11-Visual appearance of “more supermarket”
80
73
70
60
50
40
30 27
20
10
0
Yes No
Interpretation
From the result, 73% of respondents have opinion that the store is visually appealing,
and 27% of them are against the fact.

4.12 Checkout lead time reasonable at “more supermarket”
Table No-4.12 Checkout lead time reasonable at “more supermarket”
Reasonable Lead time at Number of respondents Percentage

checkout
Yes 94 63
No 56 37
Total 150 100
Chart No-4.12-Checkout lead time reasonable at “more supermarket”
70
63
60
50
40 37
30
20
10
0
Yes No
Interpretation
From the result obtained, 63% of the respondents says the lead time at checkout is not
reasonable, and 37% says lead time at checkout is reasonable.

4.13 Response on frequency of purchase
Table 4.13 Response on frequency of purchase
Frequency of purchase Number of respondents Percentage
Weakly 41 27
Once in a month 49 33
Twice in a month 41 27
Thrice in a month 19 13
Total 150 100
Chart No 4.13-Response on frequency of purchase
33
35
30 27 27
25
19
20
15
10
0
weekly once in month twice in month thrice in month
Interpretation
From the result obtained, it was found that 27% of respondents make purchase weekly
from the supermarket, 33% were make purchase once in a month, 27% were make
purchase twice in a month and 13% were make purchase thrice in a month.

4.14 Segment of product preference

Table No 4.1 Segment of product preference
Product segment Number of respondents percentage

Food and bakery 41 27
Fruits and vegetables 38 25
Dairy products 26 17
Toiletries 17 12
Home ware 8 5
Health care 4 3
Processed food 16 11
Total 150 100
Chart No 4.14-Segment of product preference
30 27
25
25
20 17
15 12
11
10
5
5 3
Interpretation
Out of 150 respondents, 27% of respondents prefer to buy food and bakery from the
supermarket, 25% of respondents prefer fruits and vegetables, 17% were prefer to buy
dairy products, 12% were prefer toiletries, 5% of respondents prefer to buy homeware
items, 3% were health care and 11% of respondents prefer to buy processed food.

4.15 Response on best segment of product from “more supermarket”
Table No 4.15 Response on best segment of product from “more supermarket”
Segment of product Number of respondents Percentage

Food and bakery 23 15
Fruits and vegetables 28 19
Dairy products 26 17
Toiletries and cosmetics 18 12
Home ware 21 14
Health care 11 8
Processed food 23 15
Total 150 100
Chart No 4.15-Response on best segment of product from “more Supermarket”
19
20 17
18 15 15
16 14
14 12
12
10 8
8
6
4
2
0
food and fruits and dairy toiletries home health processed
bakery vegetables products ware care food
Interpretation
According to the result, 19% of respondents says fruits and vegetables is the best
segment of product at more supermarket, followed by the respondents around 15%
were says food and bakery, 17% of respondents says dairy products is the best segment,
12% says toiletries, 14% were says home ware is the best, 8% were says health care
and 15% were says processed food is the best segment.

4.16 Frequency of customer service associates interaction with

customers
Table No 4.16 frequency of customer service associates interaction with customers
Customer service Number of respondents Percentage

Frequently 62 41
Rarely 33 22
Never 8 5
On requirement 47 32
Total 150 100
Chart No 4.16-Frequency of customer service associates interaction with

customers
45
40
35
30
25
20
15
10
5
0
frequently rarely never on requirement
Interpretation
From the result, it was noted that 41% of the respondents were says that the customer
service associates interact frequently, 22% were says customer service associates
interact rarely, 5% were says customer service associates never interact with them, and
32% says customer service associates at more supermarket interact with them on
requirement.

4.17 Pricing of the products at “more Supermarket” compared to

other stores
Table No 4.17 Pricing of the products at “more Supermarket’ compared to other

stores
Pricing Number of Respondents Percentage

Very low 14 9
Low 30 20
Almost Same 59 40
High 30 20
Very High 17 11
Total 150 100
Chart No 4.17-Pricing of the products at “more Supermarket” compared to other
stores
40
35
30
25
20
15
10
5
0
very low low almost same high very high
Interpretation
According to the result obtained, 40% of the respondents says the pricing of product at
more supermarket is almost same compared to other supermarkets, 9% says pricing is
very low, 20% says pricing is low compared to other supermarkets, 20% says pricing of
product is high and 11% were says pricing is very high.

4.18 Preference of quick and fast finding of items and checkout
Table No 4.18 Preference of quick and fast finding of items and checkout
Quickly finding items and Number of Respondents Percentage

Checkout
Yes 99 66
No 51 34
Total 150 100
Chart No 4.18-Preference of quick and fast finding of items and checkout
66
70
60
50
40 34
30
20
10
0
Yes No
Interpretation
According to the result, 66% of customer’s response is that they prefer to find items
quickly and at checkout as soon as possible, and 34% of customers does not prefer to
find items quickly and at checkout.

4.19 Rating of merchandise of “more supermarket”
Table No 4.19 Rating of merchandise of “more supermarket”
Rating Number of Respondents Percentage
1 [very bad] 5 3
2 [Bad] 20 13
3 [Good] 44 30
4 [Very Good] 52 35
5 [Best] 29 19
Total 150 100
Chart No 4.19-Rating of merchandise of “more supermarket”
35
35 30
30
25
19
20
13
15
10 5
5
0
Very bad Bad Good Very good Best
Interpretation
From the result obtained, on the scale of 1-5, 5 is the best, majority of people have
given the rating of 4, 30% of people have given the rating of 3, 19% has given the best
rating (5), only 13% and 3% had given the rating 2 and 1 respectively.

4.20 Best aspect of “more supermarket”
Table No 4.20 Best aspect of “more supermarket”
Best Part Number of Percentage

Respondents
Availability of product and services 33 22
Freshness and quality of the products 47 32
Environment of the store 13 9
Packaging of Product and Services 22 15
Range of Product available 8 5
The layout of the store 2 1
Quality of product available 23 15
Discount on the product 2 1
Total 150 100

Chart No 4.20 -Best aspect of “more supermarket”
35
32
30
25
22
20
15 15
15
9
10
5
5
1 1
Interpretation
From the results obtained, majority of respondent’s opinion is that best part of more
supermarket is freshness and quality of the product, 22% of respondent’s opinion is that
availability of products and services is the best part of more supermarket, 15% says
packaging is the best, another 15% says quality of products available is the best part,
9% of respondents says environment of the store is the best, and only 1% each says
layout of the store and discount of the products is best part.

4.21 Area for improvement from customer perspective
Table No 4.21 Area for improvement from customer perspective
Areas needs to improvement Number of Percentage

Respondents
Availability of products and services 12 8
Freshness and quality of the products 0 0
Environment of the store 10 6
Packaging of products and services 16 11
Range of products available 31 21
The layout of the store 27 18
Quality of the products available 0 0
Discount on the products 54 36
Total 150 100

Chart No 4.21 -Area for improvement from customer perspective
40
35
30
25
20
15
10
Interpretation
According to the results, 36% of respondents opinion is that discount on the products
need improvements, 21% says need improvements on range of products available, 18%
says layout of the store needs improvements, 11% of respondents opinion is that
packaging should need improvements, 8% were says improvements need in availability
of products and services, 6% of respondents says environment of the store needs
improvement, and nobody says to need any improvements in freshness and quality of
the product and also quality of the product.

4.22 Level of satisfaction of customers at “more supermarket”
Table No 4.22 Level of satisfaction of customers at “more supermarket”
Satisfaction level Number of Respondents Percentage

Very Good 44 29
Good 54 36
Average 52 35
Bad 0 0
Very Bad 0 0
Total 150 100
Chart No 4.22-Level of satisfaction of customers at “more supermarket”
40
35
30
25
20
15
10
0
Very good Good Average Bad Very bad
Interpretation
Based on the result obtained, 36% of respondents have good satisfaction level at “more
supermarket”, 35% of customers have average satisfaction, and 29% of customers have
very good satisfaction level at “more supermarket”, no one has express any
dissatisfaction towards “more supermarket”.

4.23 Frequency on use of loyalty card of “more supermarket”
Table No-4.23 Frequency on use of loyalty card of “more supermarket”
Usage of loyalty card Number of Respondents Percentage

Not at all often 31 21
Slightly 25 17
Moderately 35 23
Very often 37 25
Extremely often 22 14
Total 150 100
Chart No-4.23-Frequency on use of loyalty card of “more supermarket”
25
20
15
10
0
Not at all Slightly Moderatly Very often Extremely
often often
Interpretation
From the result, 25% of respondents use store loyalty card very often, 14% of
respondents use extremely often, 23% were use store loyalty card moderately, 17%
were use slightly, and 21% of respondents were use store loyalty card not at all often.

4.24 Consideration of parking facility as factor for purchase
Table No-4.24 Consideration of parking facility as factor for purchase
Factor –parking facility Number of respondents Percentage

Strongly disagree 8 5
Disagree 29 19
Indifferent 39 26
Agree 41 28
Strongly agree 33 22
Total 150 100
Chart No- 4.24-Consideration of parking facility as factor for purchase
30
25
20
15
10
0
Strongly Disagree Indifferent Agree Strongly agree
disagree
Interpretation
From the result obtained from the questionnaire, 28% customers have a positive
response when they consider parking facility as a factor to shop from supermarket, 26%
of customers has an indifferent response and 22% strongly agree to this factor, 5% and
19% disagree when they consider parking facility as a factor to shop.

4.25 Low cost as a factor in influencing impulse buying
Table No- 4.25 low cost as a factor in influencing impulse buying
Factors Low cost Percentage
Very strongly 31 21
Strongly 43 29
Moderately 36 24
Little 40 26
Total 150 100
Chart No-4.25 low cost as a factor in influencing impulse buying
30
25
20
15
10
0
Very Strongly Strongly Moderately Little
Interpretation
Based on the graph shown above, 29% of the customers strongly prefer low cost as a
factor to impulse shopping, 26% of respondents “little” prefer low cost as a factor for
impulse shopping. 24% of them moderately prefer low cost as a factor and the rest 21%
has very strongly prefer low cost as factor for impulse buying.

4.26 Promotional offers as a factor in influencing impulse buying
Table No-4.26 Promotional offers as a factor in influencing impulse buying
Factors Promotional Percentage

offers
Very strongly 33 22
Strongly 41 27
Moderately 46 31
Little 30 20
Total 150 100
Chart No- 4.26 Promotional offers as a factor in influencing impulse buying
35
30
25
20
15
10
5
0
Very strongly Strongly Moderately Little
Interpretation
The above graph shows 22 % of respondents very strongly agree that promotional
offers is a factor that influence for impulse buying, 27 % are strongly agree, 31 % of
them moderately agreed and 20% of respondents little agree that the promotional offers
influence impulse buying.

4.27 First sight attraction as a factor in influencing impulse buying
Table No-4.27 First sight attraction as a factor in influencing impulse buying
Factors First sight attraction Percentage
Very Strongly 37 25
Strongly 42 28
Moderately 50 33
Little 21 14
Total 150 100
Chart No-4.27 First sight attraction as a factor in influencing impulse buying
35
30
25
20
15
10
0
Very strongly Strongly Moderately Little
Interpretation
From the result 25% of respondents very strongly agree that first sight attraction
influence for impulse buying, 28% are strongly agree, 33% are moderately agree and
14% of them are little agree.

4.28 Willingness to try as a factor in influencing impulse buying
Table No-4.28 Willingness to try as a factor in influencing impulse buying
Factors Willingness to buy Percentage

Very Strongly 46 30
Strongly 37 25
Moderately 37 25
Little 30 20
Total 150 100
Chart No-4.28 Willingness to try as a factor in influencing impulse buying
30
25
20
15
10
0
Very Strongly Strongly Moderately Little
Interpretation
The graph shows that 30 % of respondents are very strongly agree that willingness to
try influence impulse buying, 25% of them strongly agree, 25 % are moderately agree
and 20 % of them are little agree.

4.29 Friends Influence as a factor in influencing impulse buying
Chart No- 4.29 Friends Influence as a factor in influencing impulse buying
Factors Friends Influence Percentage

Very Strongly 35 23
Strongly 37 25
Moderately 46 31
Little 32 21
Total 150 100
Chart No-4.29 Friends Influence as a factor in influencing impulse buying
35
30
25
20
15
10
0
Very Strongly Moderately Little
Strongly
Interpretation
The chart shows 23% of respondents very strongly agree that friends influence as a
factor that influence impulse buying, 25 % of them strongly agree, 31 % moderately
agree and 21 % of respondents ‘little’ agree.

4.30 Recommendation of “more supermarket” to friends and relatives
Chart No- 4.30 Recommendation of “more supermarket” to friends and relatives
Recommending Number of respondents Percentage

Yes 70 46
No 25 17
Not sure 55 37
Total 150 100
Chart No-4.30-Recommendation of “more supermarket” to friends and relatives
50
40
30
20
10
0
Yes No Not sure
Interpretation
From the result obtained from questionnaire it was noted that around 46% of
respondents are willing to recommend more supermarket to near ones. 37% of
respondents not sure about this statement, 17% of respondents respond that they don’t
recommend to their near ones.

4.31 Opinion about “more supermarket” from customer point of view
Table No- 4.31 Opinion about “more supermarket” from customer point of view
Opinion Number of Respondents Percentage

Is the best 45 30
Among the good one 100 67
Not up-to the mark 5 3
Not at all good 0 0
Total 150 100
Chart No-31-Opinion about “more supermarket” from customer point of view
70
60
50
40
30
20
10
0
Is the best Among the good Not upto the Not at all good
one mark
Interpretation
From the, 67% of customers respond that “more supermarket” is among the good one,
30% says it is the best, and 3% says not up to the mark.

CHAPTER - V
5.1 FINDINGS
5.2 SUGGESTIONS
5.3 CONCLUSION

5.1 FINDINGS
1. 35% of the respondents are having a monthly income above 15,000, followed
by the respondents who are having between 10,000-15,000 per month. Only few
respondents who are having 5,000-10,000 and below 5,000. The respondent’s
salary range play a vital role in customer preference in selecting retail outlets
for their impulse buying.
2. On the results from the survey 75% of the customers are regular customers,
only 25% have made first time purchase from the supermarket.
3. From the result shown 51% of the customers has visited the store not based on
promotion, but they consider quality and freshness of the products, and the rest
49% visit the store based on the promotion.
4. Result obtained out of 150 sample 77% of respondents says that it is easy to
find out items from the store. And also, most of respondents have opinion that
the store is visually appealing. 31% disagree that they are not able to find out
items from the store.
5. 65% of customers have responded in a manner that they do not feel welcome
when visiting more supermarket, rest 35% responded in a manner that they feel
welcomed when coming to more supermarket.
6. According to the study, 63% of respondents says lead time at checkout is not
reasonable, most of the time customers need to wait for check out.
7. Out of 150 respondents, the 27% of respondents prefer to buy food and bakery
from the supermarket, 25% of respondents prefer fruits and vegetables, 17%
prefer to buy dairy products, 12% prefer toiletries, 11% of respondents prefer to
buy processed food, only 5% of respondents prefer to buy homeware items and
3% health care.
8. 19% of respondents says, fruits and vegetables is the best segment of product at
more supermarket and followed by dairy products based on most of the
customer’s opinion.
9. In the case of customer service, it was noted that 41% of the respondents says
that the customer service associates interact frequently, 22% says customer
service associates interact rarely, 5% says customer service associates never

interact with them, and 32% says customer service associates at more
supermarket interact with them on requirement.
10. 40% of the respondent’s opinion is that the pricing of product at more
supermarket is almost same compared to other supermarkets, 20% says high,
11% of customers says pricing is very high at more supermarket.
11. The best part of more super market is that, 32% of respondent’s opinion is that
freshness and quality of the product is the attractive part, 22% says availability
and freshness of product is the best part, and only 1% of respondents has the
opinion that the layout of the store and discount of the product is good.
12. Based on the result obtained, 29% of respondents have very good satisfaction
level at “more supermarket” ,36% of customers have good satisfaction level and
35% of customers have average satisfaction.
13. From the result, 25% of respondents use store loyalty card very often, 14% of
respondents use extremely often, 23% were use store loyalty card moderately,
17% were use slightly, and 21% of respondents were use store loyalty card not
at all often.
14. 28% of customers consider parking facility as a factor to shop from supermarket
very strongly, 26% of customers has an indifferent response and 22% strongly
agree to this factor, 5% and 19% disagree when they consider parking facility as
a factor to shop.
15. 67% of respondent’s opinion is that more supermarket is among the good ones,
so they prefer “more supermarket” for their regular purchase. 30% says it is the
best, and 3% says not up to the mark

5.2 SUGGESTIONS
1. In “more supermarket” 35% of customers are from income group above 15,000.
To retain these customers, the supermarket can provide a ‘more credit card’
facility. So that if the customers make purchase the amount will be debited from
their “more credit card” and they can remit amount when they have money to
spend with them.
2. 25% of customers are purchasing for the first time from “more supermarket”
and in order to make them regular customers, “more supermarket” should create
more awareness about the loyalty card and the benefits of using loyalty card
provided by supermarket.
3. Improvements needs to be made in discount on products and services at “more
supermarket”, because discount offers are most attractive purchase influencer.
4. “more supermarket” should improve the layout of their store as it appears very
congested for the customers to move about.
5. “more supermarket” should try to make their customers feel more welcome
towards the store by projecting a more positive attitude towards their customers
when they visit the store.
6. “more supermarket” should improve their checkout time as customers are kept
waiting for a long period of time due to the reason that there are very less staff
who are available during the process.
7. Only 3% of customers prefer to buy health care products from “more
supermarket” because of lack of product choice. So they may increase the
products to health care product-line.
8. As the size of the customers who visit is more, the number of staff should be
appointed to cater to the needs of these customers as and when required by
them. Due to this reason more number of employees must be appointed.
9. The customer service associates are rarely interactive with customers and “more
supermarket” should undertake the method of appointing an individual at the
customer service in each store, in order to address the problems of the
customers.

10. More than half of the respondents responded that price of the products is
somewhat high, so the “more supermarket” should develop a moderate pricing
strategy that might attract middle income level customers.
11. The retail outlet should try to attract new customers by bringing about new and
more advanced promotion techniques, such as more advertising of the products
and services available at “more supermarket” as well as the products of “more
supermarket”
12. 21 % of the customers are not using the loyalty card and in order to promote the
usage of the loyalty card, customers should be made more aware about the
loyalty card its usage factures and points they earns through these loyalty card.
13. 28% of customers very strongly and 26% of customers are strongly agree that
they wish parking facility. For customer convenience they may provide more
parking facility, the supermarket can start providing valet parking facility for
the customers.
14. “more supermarket” must make more availability of products, provide more
offers and do more promotional activities as some of the customers has
responded that the supermarket is not up to the mark.

5.3 CONCLUSION
The study aimed to find out the customer’s preferences on retail outlets. the main
objective of this study is to understand the customer preference in selecting retail
outlets with special emphasis on “more supermarket”. It also helped to understand the
factors that influence customer to choose retail stores and it helped to understand the
customer expectations about retail outlets among customers in selecting retail outlets.
From this study it is understood that the freshness and quality and easy availability of
products under single roof are the main factor which customers prefer to “more
supermarket” than other retail outlets. As a result of the study visibility of products in
retail outlets makes the customers more preferable to the store.
This study brings more benefit to “more Supermarket” in such a way that it will
enable them to have a long term relationship with their customers, enables them to
understand the taste and preferences of the customers, and also give an opportunity to
take steps to expand the store in future.

BIBLIOGRAPHY
Books
1. Kotler, Philip. (2003). Marketing Management. New Delhi, Pearson Education. 11,
58.
2. S, H, H, Kazmi. (2014). Advertising and sales Promotion. New Delhi, Anurag Jain
for Excel Books. 446-476.
3. W, Bearden. (1978) Media usage, psychographics and demographic dimensions of
retail shoppers. Journal of retailing. 54,65,74
4. J, Bloemer. and K, Ruyter. (1998). On the relationship between store image, store
satisfaction and store loyalty. European Journal of Marketing 32, 499, 513
5. V, S, Ramaswamy. (2009). Marketing Management, Macmillan published. 4,
212,218
6. Shah, Kruthi. (2014). Advertising Integrated Marketing Communications. New
Delhi: Mc Graw Hill Education India Private Limited. 417,496.
7. P, Doyle. and I, Fenwick. (1974). How store image affects shopping habits in
grocery chain. Journal of Retailing. 50,39,52
8. Fox, EJ, Montgomery, A.L., and Lodish, L.M. (2004). Consumer shopping and
spending across retail format. Journal of Business. 77 (2):25,6.
Websites
http: //www.morestore .com
http: //www.adityabirla.com
http: //www.wikipedia.com

APPENDIX

QUESTIONNAIRE ‘MORE’ Super Market

Respected Sir / Madam,
I am Savitha. S, student of Marthoma College of Management and Technology,

Perumbavoor, Kerala. As part of my curriculum, I am doing a project on study on consumer
preference in selecting retail outlets with special emphasis on more supermarket.
NAME - _________________________________________________
Age Group-
Below 25 Between 25-35 Between 35-45 Above 45
Gender-
Male Female
Approx. Distance from More Supermarket –
Below 3 km 3-5 km 5 -10 km 10-15 km
Q1. Income level –
Below5,000 per month 5,000-10,000 10,000-15,000
Above 15,000 per month
Q2
About MORE Supermarket Yes No

Is this your first time purchasing from More Supermarket:
Did you visit this store based on promotion:
Was it easy to find items from the store:
Is it convenient for every income group
Were you made to feel welcome during your visit
Is the merchandise of high quality:
Do you find the store visually appealing:
Is the lead time at checkout reasonable

Q3. How often you purchase from MORE Supermarket?
Weekly Once in a month Twice in a month Thrice in a month

Q4. What segment of product do you buy/prefer buying from More Supermarket?
Q5. And which of any one segment do you think is the best in your perspective?
Q4. Q5.
a. Food and bakery ( ) ( )

b. Fruits and Vegetables ( ) ( )
c. Dairy Products ( ) ( )
d. Toiletries and cosmetics ( ) ( )
e. Home Ware ( ) ( )
f. Health Care ( ) ( )
g. Processed food ( ) ( )
Q6. While Shopping at More Supermarket how frequently do the customer service
associates interact with you?
Frequently Rarely Never On requirement
Q7. As compared to other stores, what do you think of the pricing of the products of
More Supermarket?
Very low Low Almost Same High Very high
Q8. When you shop would you prefer to find the items quickly and checkout as soon as
possible from this supermarket?
Yes No
Q9. On a scale of 1-5 with 5 being the best, how would you rate our merchandise
selection
1 2 3 4 5

Q10. Which is the best part of More Supermarket?
Q11. And which in your opinion needs improvement?
Q10. Q11.
a. Availability of Products and Services ( ) ( )

b. Freshness and quality of the Products ( ) ( )
c. Environment of the Store ( ) ( )
d. Packaging of Products and services ( ) ( )
e. Range of products available ( ) ( )
f. The layout of the store. ( ) ( )
g. Quality of the products available ( ) ( )
h. Discount on the products ( ) ( )
Q12. How do you see the level of satisfaction at More supermarket?
Very good Good Average Bad Very bad
Q13. How often do you use stores Loyalty cards:
Not at all Slightly Moderately often Very Extremely often

often often
Q14. Do you consider parking facility as a factor to shop from supermarkets?
Strongly Disagree Indifferent Agree Strongly agree

disagree
Q15. How much of the following factors influence you for impulse buying?
S.No: Factors Very Strongly moderately Little

strongly
1 Low cost
2 Promotional offers
3 First sight attraction
4 Willingness to try
5 Friends influence

Q16. Would you recommend More Supermarket to your near ones?
Yes No Not sure
Q17. What do you hold about More Supermarket, ………….?
Is the best Among the good one Not up to the mark
Not at all good.
Q18. Any suggestions….
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
_______________________________

More Project Report

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

More Project Report

Uploaded by

Copyright:

Available Formats

A study on customer preference in selecting retail outlets with special emphasis on “more supermarket”

Marthoma College of Management and Technology, Perumbavoor Page No.1

Marthoma College of Management and Technology, Perumbavoor Page No.2

1.2 NEED FOR THE STUDY

 To study the customer preference in selecting retail outlets with special

 To understand the factors that influence customer to choose retail stores.

1.4 SCOPE OF THE STUDY

1.5 RESEARCH METHODOLOGY

Marthoma College of Management and Technology, Perumbavoor Page No.3

1.5.1 Research Design

 Direct personal investigation, where the data is collected by the investigator

Marthoma College of Management and Technology, Perumbavoor Page No.4

Sampling may be defined as the process of obtaining information about an entire

1.5.7 Area of the Study

1.5.8 Research instrument

Research Instrument used in this research was Questionnaire. A questionnaire

Marthoma College of Management and Technology, Perumbavoor Page No.5

1.5.9 Close-ended Questionnaire

A closed-ended question contrasts with an open-ended question, which cannot be

1.5.10 Period of Study

1.5.11 Tools of analysis

Percentage analysis formula

Percentage=No. of Respondents x100

Marthoma College of Management and Technology, Perumbavoor Page No.6

Marthoma College of Management and Technology, Perumbavoor Page No.7

CHAPTER – II – GENERAL INFORMATION

2.1 INDUSTRY PROFILE

Marthoma College of Management and Technology, Perumbavoor Page No.8

2.1 INDUSTRY PROFILE

2.1.1 Retail Industry

An industry is a group of manufacturers or businesses that produce a particular kind of

Retail involves the method of commercialism commodity or services to customers

Marthoma College of Management and Technology, Perumbavoor Page No.9

Marthoma College of Management and Technology, Perumbavoor Page No.10

The retail sector is witnessing Associated in nursing inflow of huge domestic

Marthoma College of Management and Technology, Perumbavoor Page No.11

2.1.1.1 TYPES OF RETAIL OUTLETS

Marthoma College of Management and Technology, Perumbavoor Page No.12

they compete mainly on price offers extensive assortment of merchandise at affordable

Mom-And-Pop: A small retail outlet owned and operated by an individual or family.

Convenience store: A convenience store provides limited amount of merchandise at

Hypermarkets: Provides variety and huge volumes of exclusive merchandise at low

Supermarket: A supermarket is a self-service store consisting mainly of grocery and

"Category killer" or specialist: By supplying wide assortment in a single category for

Marthoma College of Management and Technology, Perumbavoor Page No.13

Global top five retailers

2.1.1.2 RETAIL PRICING

2.1.1.4 SALES TECHNIQUES

One way to cope with competition is to hire a merchandising solutions company to

2.1.1.5 RETALING IN INDIA

Marthoma College of Management and Technology, Perumbavoor Page No.14

Margin Free Markets

Marthoma College of Management and Technology, Perumbavoor Page No.15

the goods sold through the Margin Free Markets.

Marthoma College of Management and Technology, Perumbavoor Page No.16

2.2 COMPANY PROFILE

2.2.1 ADITYA BIRLA GROUP

The Aditya Birla group is a diversified conglomerate with a total revenue of

Industry Type Private

Founder(s) Seth Shiv Narayan Birla

Headquarters Mumbai, Maharashtra, India

Area served Worldwide

Key people Kumar Mangalam Birla (Chairman)