Organized Retailing: Perception of Male Students of ... · Vishal Mega Mart V - Mart Spencer...

Organized Retailing: Perception of Male Students of

Colleges and Universities

Dr. D B Singh, Director, RSMT, U P College Campus, Varanasi

1.0 Retailing: An Introduction

Retailing is the product or service distribution process, which entails the merchandise selling

activities directly to end consumer. Thus retailing involves all the activities from the point of

purchase to point of use. Retailing, is essentially selling of merchandise / services to the

customers / consumers. In other words it is the selling of goods / services to comparatively

larger number of customers. However in retailing, the transfer of value must take place between

the concerned parties. Thus the retail may be considered as selling of goods / services to end

users, not for reselling, but for the use and consumption by the end user / consumer / customer.

Retailers may be considered as the last value point in the value chain that starts at the

manufacturer and ends at customers. Retailing is a specialized activity in a sense that it requires

special skills / resources to have proper interaction with the end customers. It allows the

manufacturers to concentrate on manufacturing the products or producing the services without

bothering on the tedious efforts to be invested on to interact with the consumers. The retailers

therefore would have to purchase the goods and services for the use of consumers. This is the

reason that retailers employ sales people and retailing happens to be very important activity of

marketing. Retailers display about the features of the goods / service its price and quantity etc.

2.0 Organized and Unorganized Retailing

The retailing can be divided into two groups:

1) Organized Retailing

2) Non-organized Retailing

Organized retailing for the purpose of present study refers to selling / commercial activities of a

retailer, who is registered for corporate tax, GST and income tax, etc. Such retailers may include

the company owned retail outlets and retail chains. Unorganized retailing, for the purpose of

present study, is considered as the traditional shops in the marketplace, such as, kirana shops,

general stores, beetle shops and pavement vendors etc. It is an astonishing fact that despite of

huge population and a growing middle class segment, huge market share to the tune of 97% is

owned by non-organized retailers or Kirana Shops. As a consequence organized retail segment’s

share is therefore miniscule and can be said to have a mere 3% market share. In India the retail

sector is the second most employment provider after Agriculture. Therefore Indian retail sector

has got tremendous opportunities both for the job seekers and the business units. With the Indian

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Volume 9 Issue 12 - 2019

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economy taking positive strides specially post 1990 and conducive to the FDIs we may expect

more investment in this sector. The key players in the organized retail have responded positively

to it and have invested in the retail segment. Now the organized retailers are taking good amount

of risks and are moving to smaller towns even to open organized retail outlets. Around a decade

ago such organized retailing was seen in metro cities and state capitals. But now the towns like

Varanasi, Bhadohi, Jaunpur , Faizabad and Sultanpur are witnessing the retail outlets. It was this

background that we thought to conduct a market suvey to fathom the mood of the consumers /

customers on a variety of issues pertaining to organized retailing.

3.0 Research Design

The present endeavor is an exploratory research which attempts to assess and examine the

customers’ perception about organized and non-organized retailing. The study also aims at

searching for some solutions so as to improve the present situation of organized retailing and

provide a guideline to industry for better functioning. This research design contains answers to

the following questions:

What the study is about and the types of data that are needed?

Why the study is being made?

Where the needed data can be found?

In what areas the study will be carried out?

When or what periods of time the study will conclude?

How much material will be needed?

What bases of selection will be used?

What techniques data collection will be adopted?

We would now try to describe the research design on the above-mentioned steps.

What the study is about and the types of data that are needed?

The study attempts to find out customer perception about the organized and non-organized

retailing in Varanasi. We have included only Male students in this survey. Because of resource

constraints, we have included only following retail outlets.

1. Jalans

2. Big Bazar

3. Vishal Mega Mart

4. V- Mart

5. Spencer’s

6. Sunrise Food and Shoppe

Why the study is being made?

As mentioned in earlier paragraphs, there is tremendous potential of organized retailing in a huge

country like India. India a big market and therefore it may attract many global companies in the



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retail sector as well. Given the fact that organized retailing consists of on 3% market share, there

is tremendous potential in this sector. The main objective of this survey based study is to

examine the perception of the consumers towards retail industry in general and organized

retailing in particular. We have conducted in Varanasi so that we can understand the consumer

behavior of the residents of Varanasi towards organized retailing. It is expected that the study

would open new vistas of information to be used in furtherance of research on the issues. It

would also discover new facts, which can be of great help to explore the microscopic research at

later stage.

Where the needed data can be found?

The data is gathered by means of a structured questionnaire. Keeping in mind the poor response

of respondents for mailed questionnaire, the respondents have been reasonably interviewed on

the questions mentioned in the questionnaire. This has helped significantly in recording the

responses. However the responses have been taken from the respondents in open environment.

There have been open ended and close ended questions in the questionnaire.

In what areas the study will be carried out?

As already mentioned the study has been conducted in Varanasi. Varanasi is also known as

Benares or Banaras or Kashi. It is considered to be the ancient city of the world and has a

spread from the banks of holy river Ganga to river Varuna. It is some 280 km away from

Lucknow, the capital of Uttar Pradesh. Varanasi is considered to be the most sacred religious

place by Hindus and world famous Sri Kashi Viswanath Temple is there. Varanasi is located

along NH 2 and there is very good connectivity through Roadways, Railways and Airways.

When or what periods of time the study will conclude?

The research work is based on analysis of the views and attitudes of the respondents. We have

collected the data as per questionnaire. We have devoted ample time to collect the data.

Approximately one month time was spent in the data collection.

How much material will be needed?

We have contacted 41 college / university males students in Varanasi. The respondents were

taken from various segments. The various segments that we considered are Education, Gender,

Age Group, Occupation, and Income (in Rs.)

What bases of selection will be used?

We want to use simple random sampling as the population under study is homogeneous to some

extent. We are using simple random sampling so that we may use normal statistic or z variate

without any difficulty.



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https://en.wikipedia.org/wiki/Kingdom_of_Kashi

https://en.wikipedia.org/wiki/Ganges

What techniques data collection will be adopted?

The data has been gathered by following methods

a. Secondary Sources

b. Questionnaire

For the sake of present research study, we have made concerted efforts to make data collection

process quite structured. The questions prescribed in the questionnaire are structured and have

been put in sequential manner so that specific answers to specific questions could be had. This

helps in the further mathematical and subjective analysis of questionnaire. Further in the data

collection method both methods viz. Interview and the Questionnaire have been used so that the

further discussions, if any could also take place.

4.0 Hypotheses

The various hypotheses which have been tested under the study are mentioned below. The

specific questions in different questionnaires addressing to each hypothesis are also mentioned.

Null Hypothesis H01

Organized retailers have larger inventories of groceries than small grocery shops

Alternative Hypothesis H11

Organized retailers don’t have larger inventories of groceries than small grocery shops

Null Hypothesis H02

Organized retailers have huge space and they are not crowded


Organized retailers don’t have huge space and they are crowded

Null Hypothesis H03

Customers visit organized retailer whenever they need some enjoyment.


Customers don’t visit organized retailer for the enjoyment.

Null Hypothesis H04

Customers visit only one organized retailer or bazaar.


Customers visit more than one organized retailer or bazaar



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Null Hypothesis H05

Customers visit the organized retailer because it works ethically about products/services.


Customers consider the organized retailer as unethical about their products/services.

Null Hypothesis H06

Customers visit the organized retailer because of the freshness of grocery


Customers don’t visit the organized retailer because the grocery items are not fresh

Null Hypothesis H07

Customers visit organized retailer for the time pass.


Customers don’t visit organized retailer for the time pass.

Null Hypothesis H08

Customers visit the particular organized retailer because it gives discounts on MRP.


Customers don’t visit the particular organized retailer for the discounts on MRP

Null Hypothesis H09

Customers visit organized retailer because their prices are economical and affordable


Customers visit organized retailer because their prices are economical and affordable

Null Hypothesis H10

Customers visit the organized retailer because of new price offers / discounts offered


Customers don’t visit the organized retailer because of new price offers / discounts offered



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5.0 Data Compilation and Appropriation

The facts and figures collected are processed with a view to reducing them to manageable

proportions so that a meaningful analysis can be done. A careful and systematic processing of the

data collected will be ready for statistical analysis.

5.0.1 Which organized retailers the Male students prefer for shopping?

This was the pointed question that was asked the respondents.

5.0.2 Which Organized retailer Male Students Prefer?

Big Bazar47%

Jalans19%

Vishal Mega Mart16%

V Mart7%

Spencer's7%

Sunrise Foods and

Shoppe2%

Others2%

Customers' Preference

Big Bazar JalansVishal Mega

MartV - Mart Spencer

SunriseFood andShoppe

Others (Shopper’s Stop, UCB, Pantaloon,

Kambal Ghar)

Male Students 17 10 9 5 5 2 7

17

109

5 5

2

7

0

2

4

6

8

10

12

14

16

18



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5.0.3 Whether organized retailers have larger inventories of Groceries than smaller

Grocery Shops?

The Male students were asked, whether they have found larger inventories in comparison to

smaller grocery shops? Their responses in Yes or No have been classified as below:

Sl.

No.

Attribute Responses

Yes No

1. Organized retailers have larger inventories of groceries than smaller

grocery shops

24 17

5.0.4 Whether organized retailers have huge space and they are not crowded?

The Male students were asked whether the organized retail house they visited was crowded or

not:

Sl. No. Attribute Response

Yes No

1. Organized retail house was crowded 29 12

0

5

10

15

20

2524

17

Yes No



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5.0.5 Whether customers visit the organized retail outlets for leisure?

The Male students were asked whether they visited the organized retail outlets for fun seeking or

leisure. Their responses were registered as below:

Sl.

No.

Attribute Response

Yes No

1. Whether customers visit the organized retail outlets for leisure 24 17

5.0.6 Organized retailers work ethically

The respondents are asked about the ethical practices adopted by the retailers. They responded in

the following manner:


Yes No

1. Organized retailers work ethically 32 9

0

5

10

15

20

25

3029

12 Yes

No

0

5

10

15

20

25

Whether customers visit theorganized retail outlets for leisure

24

17

Yes No



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5.0.7 Whether customers visit only one organized retailer or bazaar?

This is directly linked with the customers’ loyalty towards a single retail outlet. Here the Male

students were asked whether they had visited single outlet or multiple outlets. The responses

were found as below:

Sl.

No.

Attribute Response

Yes No

1. Whether customers visit only one organized retailer? 21 20

5.0.8 Customers visit the organized retail outlets because of the freshness of the grocery

items

The Male students were asked if they found the grocery items at the organized retail outlets to be

fresh? Their responses were registered as below:


Yes No

1. Organized retail outlets have fresh grocery items 29 12

0

5

10

15

20

25

30

35

Organized retailers work ethically

32

9Yes No

19.4

19.6

19.8

20

20.2

20.4

20.6

20.8

21

Whether customers visit onlyone organized retailer?

21

20Yes No



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5.0.9 Customers visit the organized retail outlets for time pass

The response of the Male students in respect of above question is given below:


Yes No

1. Customers visit the organized retail outlets for leisure 22 19

5.0.10 Customers visit the organized retailers give more discounts on MRP

This question was asked, keeping in mind the price sensitivity among the customers. Their

responses in affirmation or negation are registered as below:


Yes No

1. Customers visit the organized retailers give more discounts on MRP 24 17

0

5

10

15

20

25

30

Organized retail outlets have fresh grocery items

29

12Yes No

17

18

19

20

21

22

Customers visit the organized retail outlets for leisure

22

19 Yes No



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5.0.11 The prices charged by the organized retailers are affordable and economical

The Male students were asked whether the prices charged by the organized retailers were

affordable. They responded as below:

Sl.

No.

Attribute Response

Yes No

1. The prices charged by the organized retailers are affordable and

economical

31 10

0

5

10

15

20

25

Customers visit the organized retailers give more discounts onMRP

24

17

Yes No

0

5

10

15

20

25

30

35

The prices charged by the organizedretailers are affordable and economical

31

10Yes No



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5.0.12 The customers visit organized retail outlets because of new offers

The responses in reference to above question are registered as below:


Yes No

1. The customers visit organized retail outlets

because of new offers

28 13

5.0.13 The customers visit organized retail outlets because of festive offers

The responses in reference to above question are registered as below:


Yes No

1. Customers visit organized retail outlets because of festive offers 33 8

0

51015202530

The customers visitorganized retail

outlets because ofnew offers

28

13

Yes No

0

10

20

30

40

Customers visit organized retailoutlets because of festive offers

33

8 Yes No



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6.0 Data Analysis

HYPOTHESIS 1: Organized retailers have larger inventories of groceries

This hypothesis is to be tested against the alternative hypothesis that the organized retailers do

not have larger inventories in comparison to smaller grocery shops. We are using Z variable

(Standard Normal Variate) as test Statistic. We are using 50% as cutoff value. Suppose N

represents the proportion of the respondents saying that they have faced problems in terms of

product features. Therefore we want to test:

H01 : N0.5, Against Alternative hypothesis H11 : N< 0.5

No. of respondents mentioning that the organized retailers have larger inventories = 24

No. of respondents admitting that organized retailers do not have larger inventories = 17

Total No. of respondents = 41

Fraction of the respondents saying that organized retailers have huge inventories = 24/41

= 0.5854

Fraction of the respondents saying that organized retailers don’t have huge inventories= 17/41

= 0.4146

Zcal = (0.5854 - 0.5) (41/ 0.5X 0.5)

= 0.0854 41/ 0.25

= 12.81 X 0.0854

= 1.094 (App)

Ztab at 10% level of significance is 1.645


Comments: Both the above values are more than the calculated value therefore the null

hypothesis in this case may be rejected. Therefore we can infer that the organized retailers don’t

have larger inventories in comparison to smaller grocery shops. The difference, if any, among

the samples is insignificant and it can be attributed to sampling error only.

HYPOTHESIS 2: Organized retailers have huge space and they are not crowded

Suppose N represents the proportion of the respondents saying that they believe that organized

retailers have huge space and are not over crowded. Therefore we want to test:

H02 : N0.5

Against

Alternative hypothesis H12 : N< 0.5

No. of respondents mentioning that the organized retailers have huge space = 29

No. of respondents admitting that organized retailers do not have huge space = 12




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Fraction of the respondents admitting that organized retail outlets are crowded = 29/41

= 0.707

Fraction of the respondents saying that organized retail outlets are not crowded = 12/41

= 0.293

Zcal = (0.707 - 0.5) (41/ 0.5X 0.5)

= 0.207 41/ 0.25

= 12.81 X 0.207

= 2.652 (App)



Comments: Both the tabulated values are less than the calculated value therefore the null

hypothesis in this case may be accepted. Therefore we can infer that the organized retailers have

huge space. The differences, among the samples are significant and it cannot be attributed to

sampling errors only.

HYPOTHESIS 3: Customers visit the organized retail outlets for enjoyment

Suppose N represents the proportion of the respondents saying that they visit organized retailers

for enjoyment Therefore we want to test:

H03 : N0.5 Against Alternative hypothesis H13 : N< 0.5

No. of respondents mentioning that they visit organized retailers for enjoyment = 24

No. of respondents admitting that they don’t visit organized retailers for enjoyment = 17


Fraction of respondents stating that they visit organized retail outlets for enjoyment= 24/41

= 0.5854

Fraction of respondents saying that they don’t visit for enjoyment = 17/41

= 0.4146

Zcal = (0.5854 - 0.5) (41/ 0.5X 0.5)

= 0.0854 41/ 0.25

= 12.81 X 0.0854

= 1.094 (App)





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Comments: Both the tabulated values are more than the calculated value therefore the null

hypothesis in this case may be rejected. Therefore we can infer that the customers don’t visit the

organized retail outlets for enjoyment. The difference, if any, among the samples are

insignificant and it can be attributed to sampling errors only.

HYPOTHESIS 4: Customers visit only one outlet or Bazaar

Suppose N represents the proportion of the respondents saying that they visit only one Bazaar.

Therefore we want to test:

H04 : N0.5

Against


No. of respondents mentioning that they visit only one outlet / Bazaar = 21

No. of respondents admitting that they don’t visit only one outlet / Bazaar = 20


Fraction of respondents stating that they visit only one outlet or Bazaar = 21/41

= 0.5122

Fraction of respondents saying that they don’t visit only one outlet/ bazaar = 20/41

= 0.4878

Zcal = (0.5122 - 0.5) (41/ 0.5 X 0.5)

= 0.0122 41/ 0.25

= 12.81 X 0.0122

= 0.1563 (App)




hypothesis in this case may be rejected. Therefore we can infer that the customers don’t visit

only one retail outlet or Bazaar. The difference, if any, among the samples are insignificant and it

can be attributed to sampling errors only.

HYPOTHESIS 5: Organized retailers work ethically about products / services

Suppose N represents the proportion of the respondents saying that organized retailers work

ethically about products / services. Therefore we want to test:


No. of respondents mentioning that organized retailers work ethically = 32

No. of respondents admitting that organized retailers don’t work ethically = 9


Fraction of respondents stating that organized retailers work ethically = 32/41



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= 0.780

Fraction of respondents saying that organized retailers don’t work ethically = 9/41

= 0.220

Zcal = (0.78 - 0.5) (41/ 0.5 X 0.5)

= 0.28 X 41/ 0.25

= 12.81 X 0.28

= 3.5868




hypothesis in this case may be accepted. Therefore we can infer that the organized retailers work

ethically on their products or services. The difference, among the samples is significant and it

cannot be attributed to sampling errors.

HYPOTHESIS 6: Organized retailers provide fresh grocery products

Suppose N represents the proportion of the respondents saying that they visit the organized

retailers because they provide fresh grocery products. Therefore we want to test:

H06 : N0.5

Against


No. of respondents mentioning that organized retailers provide fresh grocery products = 29

No. of respondents saying that organized retailers don’t provide fresh grocery products = 12


Fraction of respondents stating that organized retailers work ethically = 29/41

= 0.71

Fraction of respondents saying that organized retailers don’t work ethically = 12/41

= 0.29

Zcal = (0.71 - 0.5) (41/ 0.5 X 0.5)

= 0.21 41/ 0.25

= 12.81 X 0.21

= 2.690 App)




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hypothesis in this case may be accepted. Therefore we can infer that the organized retailers

provide fresh grocery products. The difference, among the samples is significant and it cannot be

attributed to sampling errors.

HYPOTHESIS 7: Customers visit organized retail outlets for the time pass

Suppose N represents the proportion of the respondents saying that they visit organized retail

outlets for the time pass. Therefore we want to test:


No. of respondents mentioning that they visit organized retail outlets for time pass = 22

No. of respondents saying that they don’t visit organized retail outlets for time pass = 19


Fraction of respondents stating that customers visit for time pass = 22/41

= 0.5365

Fraction of respondents saying that they don’t visit for time pass = 19/41

= 0.4635

Zcal = (0.5365 – 0.5) (41/ 0.5 X 0.5)

= 0.0365 41/ 0.25

= 12.81 X 0.0365

= 0.4676 (App)





organized retailers for time pass. The difference, among the samples is insignificant and it can be

attributed to sampling errors only.

HYPOTHESIS 8: Customers visit the particular organized retailer because it

gives discounts on MRP

Suppose N represents the proportion of the respondents saying that they visit organized retailer

because it gives discounts on MRP. Therefore we want to test:

H08 : N0.5



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Against


No. of respondents saying that organized retail outlets gives discount on MRP = 24

No. of respondents saying that organized retailers don’t give discounts on MRP = 17


Fraction of respondents stating that organized retailers provide discount on MRP = 24/41

= 0.59

Fraction of respondents saying that organized retailers don’t give discount on MRP= 17/41

= 0.41

Zcal = (0.59 – 0.5) (41/ 0.5 X 0.5)

= 0.09 X 41/ 0.25

= 12.81 X 0.09

= 1.153 (App)





organized retailers because of the discounts being offered on MRP. The difference, among the

samples is insignificant and it can be attributed to sampling errors only.

HYPOTHESIS 9: Customers visit organized retailer because their prices are

economical and affordable


retailers because they believe that prices charged by organized retailer’s are economical and

affordable. Therefore we want to test:

H09 : N0.5

Against


No. of respondents saying that prices charged by organized retailers are economical = 31

No. of respondents saying that prices charged by organized retailers are not economical = 10


Fraction of respondents saying that organized retailers charge economical prices = 31/41

= 0.76



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Fraction of respondents saying that organized retailers don’t charge economical prices= 10/41

= 0.24

Zcal = (0.76 – 0.5) (41/ 0.5X 0.5)

= 0.26 41/ 0.25

= 12.81 X 0.26

= 3.33 (App)




hypothesis in this case may be accepted. Therefore we can infer that the customers visit

organized retailers because they believe that organized retailers charge affordable and

economical prices on their products and services. The difference, among the samples is

significant and it cannot be attributed to sampling errors.

HYPOTHESIS 10: Customers visit the organized retailer because of new price offers /

special discounts offered


retailers because they get new price offers and special discounts. Therefore we want to test:

H10 : N0.5

Against


No. of respondents saying that organized retailers give new offers / festive discounts = 33

No. of respondents saying that organized retailers don’t give new offers/ festive discounts = 8


Fraction of respondents stating that organized retailers give new offers / discounts = 33/41

= 0.80

Fraction of respondents saying that organized retailers don’t give new offers = 8/41

= 0.20

Zcal = (0.8 – 0.5) (41/ 0.5 X 0.5)

= 0.3 X 41/ 0.25

= 12.81 X 0.3

= 3.843



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hypothesis in this case may be accepted. Therefore we can infer that the customers visit

organized retailers because they get new offers and festive discounts. The difference, among the

samples is significant and it cannot be attributed to sampling errors.

7.0 Findings

On the basis of data collected and further analysis of it, we may infer the following. We have

used Z test statistic for analyzing the data and drawing inference of it:

1. Big Bazar happens to be the market leader (47% Share) in Varanasi followed by

Jalans (19%) and Vishal Mega Mart (16%). Pie Chart and Bar Charts clearly show that.

2. The organized retailers don’t have larger inventories in comparison to smaller

grocery shops. However, 58% respondents have stated that the organized retailers have

larger inventories of displayed items and 42% negated this. Z test has not confirmed this

view of the respondents and attributed this difference to sampling errors.

3. The organized retailers have huge space. 70% respondents have stated that the

organized retailers have huge inventories of displayed items and 30% negated this. Z test

has confirmed it and as such this can be inferred that organized retailers have huge space.

4. The customers don’t visit the organized retail outlets for enjoyment. 58%

respondents have admitted that they have visited the retail outlets for enjoyment also.

However 42% have responded contrary to it. Z test has confirmed that they don’t visit for

enjoyment.

5. The customers don’t visit only one retail outlet or Bazaar. 51% respondents have

stated that they visit only one organized retail outlet and 49% responded otherwise. Z

Test confirmed that the customers don’t visit only one or single organized retail out let.

6. The organized retailers work ethically on their products or services. 78% of the

responded favorably and said that the organized retailers work ethically on the products

and services offered. However 22% said that the organized retailers don’t work ethically

on the products and services offered by them. Z test has confirmed that the organized

retailers work ethically.

7. The organized retailers provide fresh grocery products. 71% respondents maintained

that the organized retailers provide fresh grocery. However 29% of the respondents have

stated otherwise. The Z Test has confirmed that the organized retailers provide fresh

groceries.

8. The customers don’t visit organized retailers for time pass. Approximately 54% of

the respondents said that they visited retail outlets for time pass. Around 46% have said

that they did not visit for time pass. The Z test has also confirmed that the customers

don’t visit the organized retail outlets for time pass.



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9. The customers don’t visit organized retailers because of discounts on MRP only.

Approximately 58% of the responded that they visited retail outlets because they get

discounts on MRP. However 42% responded contrary to it. The Z test has confirmed that

the customers do not visit the organized retail outlets only for the discounts that are

provided on MRP.

10. The customers visit organized retailers because they believe that organized retailers

charge affordable and economical prices on their products and services. 76%

respondents have admitted that they visited organized retail outlets because they felt that

the organized retail outlets sell products at affordable and economical prices. Only 24%

believed contrary to it. The Z test has also confirmed it.

11. The customers visit organized retailers because they get new offers and festive

discounts. 80% respondents have admitted that they get new offers and special discounts

especially at the time of festivals. However only 20% believed otherwise. The Z test has

also confirmed it.

8.0 Limitations

1. The main limitation of this report is that the findings cannot be applied in general. It has

been conducted on a small sample of 51 Male students of University / College.

2. Another limitation in the study is, it was conducted in the small part of the Varanasi city.

Due to time and cost factors we could not extend our survey to other parts of the city.

3. The questionnaire has been very structured and is stuffed with many close-ended options.

This may have resulted in some confusion for the respondents. At the time of data

analysis it is found that the respondents have not expressed their views, rather they have

preferred to choose one of the options provided in the question.

4. Since almost all respondents surveyed are college / university going students, the findings

on the basis of their responses may not be give true picture of entire city.

9. Recommendations for Further Study

It is suggested that the present study:

1. Can be extended to other areas of the city and may incorporate other factor as well. It

may also include other organized retailers as well.

2. The survey can also include other segments such as: Male students of College /

University, Housewives, Professionals etc.

3. This study may also be conducted in other towns / cities

10. Conclusion

This study was conducted among the college / university Male students. These PG students

expressed their opinion in a free and fair manner. We tried to eliminate sampling and non-

sampling errors. Nonetheless, some degree of error may creep in. We have applied Z test of the



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proportions on the sample outcomes. The present study shall be extended to other segment as

well. However the findings are indicative and they show a direction. This study does not claim to

be free from all biases including the respondent errors.

References

1. Bajaj, Chetan, Srivastava, Nidhi and Tuli, Rajnish 2008. Retail Management 1st

Edition, Oxford Univ. Press, New Delhi

2. Berman, Barry, Evan Joel and Mathur, Mini 2013. Retail Management 11th Edition

Pearson Prentice Hall New Delhi

3. Johri, Shubha, and Oswal, Aayushi. 2019. "Retail Shoppers’ Buying Behaviour and

Experience Evaluation" Jaipuria Intl. Journal of Management Research, Jan – June

2019, Vol. 5, Issue 1. Pp 47-57.

4. Newman, Andrew J and Cullen, Peter 2009. Retailing Environment and Operations 6th

Indian Reprint Cengage Learning India Private Limited

5. Panchratnam, N and Gnanguru, R. 2008. Emerging Trends in Retail Management 1st

Edition, Excel Books, New Delhi

6. Pradhan, Swapna. 2012. Retailing Management, 4th Edition, Tata McGraw Hill

Education Private Limited.

7. Pradhan, Swapna 2007. Retail Management 2nd Edition Tata McGraw Hill Education

Private Limited.

8. Sheikh, Arif and Fatima, Kaneez. 2009. Retail Management 2nd Edition Himalaya

Publishing House.

9. Singh, Kuldeep 2011. Retail Management in New Dimension 1st Edition Global Vision

Publishing House, New Delhi.

10. Sinha, Piyush Kumar and Uniyal, Dwarka Prasad 2008. Managing Retailing 1st

Edition, Oxford Univ. Press, New Delhi



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