Reliance Mart TY

A STUDY ON

CONSUMER BUYING BEHAVIOUR OF “RELIANCE MART”

IN BHAVNAGAR.

A project Report submitted to BHAVNAGAR UNIVERSITY,

BHAVNAGAR.IN PARTIAL FULFILLMENT FOR THE DEGREE

OFBACHELOR OF BUSINESS ADMINISTRATION

BY, GUIDED BY,BHUMIKA RATHOD. Pr.NIDHI DAVE.

SWAMI SAHAJANAND COLLEGE OF COMMERCE & Mgmt.

BHAVNAGAR UNIVERSITYBHAVNAGAR.

BATCH2008-09

1

DECLARATION

I, Bhumika Rajubhai Rathod, here by declare that the

project report entitled “A Study on consumer buying behavior of

RELIANCE MART IN BHAVNAGAR”. Under the guidance of

Prof. NIDHI DAVE submitted in the partial fulfillment of the

degree of Bachelor of Business Administration to

BHAVNAGAR UNIVERSITY,BHAVNAGAR.

Signature

BHUMIKA RATHOD,

T.Y.B.B.A.

Roll no: 02

2

Preface

In the world of business, competition directs the market. For

becoming a successful businessman, the knowledge and experience of

various business tactics and practices are prerequisite. In the same manner

for becoming a successful market leader, field study is an important so as to

go close to market situation. By keeping this objective in mind I’ve

undergone specialization training at RELIANCE MART IN BHAVNAGAR.

The report contains market research on “A study on Consumer Buying

Behavior of Reliance mart in Bhavnagar city.”.

I hope this will serve the purpose.

Signature , BHUMIKA RATHOD.

3

Acknowledgement

The success of any task lies in the root of effective input. The task can

never be accomplished without cooperation from others. I heartly

acknowledge those whose continuous guidance has lead my project to a

successful one.

I wish to express my deep sense of gratitude to my guide Prof. NIDHI

DAVE , who provided me valuable comments & suggestion for making this

project, indeed she has served me her knowledge to sharpen & refine my

knowledge about the subject.

I am also intended to all respondents for providing me the necessary

data and information.

4

Executive Summary

The company had assigned me the topic “A STUDY ON

CONSUMER BUYING BEHAVIOUR OF RELIANCE MART IN

BHAVNAGAR CITY.” because the company has opened the new branch

of its Super Market in the BHAVNAGAR CITY.

For that I have selected to go for the survey in this area to find out the

buying behavior pattern of the customers. For that I had done the Pilot Study

of 20 units of population and I came to the 100 units of the Sample size.

I have used the questionnaire and face to face talking as the primary

data and the website of the Company and the other details as the secondary

data. Then I had done the Survey in this area and collected the data by the

questionnaire. I had analyzed it and from that I have conclude the findings

and the suggestions to the Company. The report will help to know the

strengths and the weakness of the Company.

5

IndexChapter No. Particular Page No.

1. Introduction of the Company 1-4

2. Consumer Buying Behavior

Buying Decision Process

5-7

3. Problem Definition

Problem Identification

Scope of the Study

Objectives of the Study

Importance of the Study

Limitations of the Study

8-10

4. Research Methodology

Research Design

Research Plan

Sample Procedure

Hypothesis Testing

11-17

5. Data Analysis 18-47

6. Findings 48-50

7. Suggestions 51

8. Reference Materials

Bibliography

Appendices

52-54

6

List of Tables

Tabl

e No.Particular

Page

No.

1. Age Vise Distribution 18

2. Education vise Analysis 19

3. Occupational Analysis 20

4. Income Vise Analysis 21

5. Basic Awareness of the Concept 22

6. Visit Made By the Respondents to the ASM 23

7. Purchase From Super Market 24

8. Like to Purchase from Super Market 25

9. Mode of Purchase 26

10. Like to Purchase Offered Scheme 27

11. Belief of the Respondents (for Rich or not) 28

12. Price Structure of the Super Market 29

13. Basic Home Requirement 30

14. Quality of Super Market 31

15. Comfortable for Purchase 32

16. Reason for Selecting Super Market 33

17. Wide Range of Products 34

18. Preference to purchase Place 35

19. Image consciousness of the Respondents 36

20. Reason for Selecting particular Place 37

21. Respondents purchase only for Scheme 38

7

22. Preference to Scheme 39

23. Response to Purchase from Seasonal Store 40

24. Criteria while Purchasing Product 41

25.Only for Scheme & not for Scheme Vs Preference to

Scheme42

26. Income Vs Quality of Super Market 43

List of Charts

Chart No.

ParticularPage No.

1. Age vise Distribution 18

2. Education vise Analysis 19

3. Occupational Analysis 20

4. Income Vise Distribution 21

5. Concept Analysis 22

6. Visit Ratio to Adani’s Super Market 23

7. Purchase Ratio 24

8. Like to Purchase from Super Market 25

9. Mode of Purchase 26

10. Like to Purchase Scheme 27

11. Belief Review 28

12. Price Structure 29

13. Home Requirement Satisfaction 30

14. Quality of Super Market 31

15. Comfortable for Purchase 32

16. Reason for Selecting Super Market 33

8

17. Belief on Wide Range of Products 34

18. Preference to Purchase Place 35

19. Image Consciousness 36

20. Preference to the Super Market 37

21. Reason for Selecting Particular Place 38

22. Only for Scheme Purchaser 39

23 Preference to Scheme 40

24 Like to Purchase from Seasonal Store 41

25. Criteria for Purchasing Product

List of Graphs

Graph Particular Page

9

No. No.

1. Scheme Preference 43

2. Preference to Super Market Vs Criteria for

Selection

44

3. Income Vs Quality of Super Market 45

4. Super Market Quality Vs Preference to Super

Market

46

5. Occupation Vs Preference to Super Market 47

I n t r o d u c t i o n o f t h e C o m p a n y

10

RELIANCE RETAIL LTD has launched its much-awaited hypermarket format (which also happens to be India’s largest hypermarket) called “Reliance Mart”. After the successful launch of the supermarket format ”Reliance Fresh” and the consumer electronics concept mega store “Reliance Digital”, the hypermarket is the third retail format launched by Reliance Retail.

Spread across 165,000 square feet of shopping area, Reliance Mart

will provide the shoppers a never-before-experienced shopping delight. The

hypermarket will carry a range of over 95,000 products catering to the entire

family. Shoppers will have the option to choose from a wide array of

products in every category ranging from fresh produce, food & grocery,

home care products, apparel and accessories, non-food FMCG products,

consumer durables and IT, automotive accessories, lifestyle products,

footwear and much more.

Commenting on the launch, Shri. Mukesh Ambani, Chairman and Managing Director, Reliance Industries Ltd, said: “Organised retail has the potential to trigger socio-economic transformation on an unprecedented scale in our country and will bring about enormous spin-off benefits to the Indian economy and its various constituents”.

Reliance Mart offers some unique services to the shoppers like tailoring, shoe repair, watch repair, a photo shop, gift services and laundry services, all within the store. The store also houses its own fresh bakery, serving “hot, off-the-oven” bread and bread products throughout the day and local savouries, an ice-cream train for the kids, a chakki, ready-made batter and loose tea and pickle for the housewives. Reliance Mart will also sell fine jewellery and fashion jewellery as part of its lifestyle section.

Reliance Mart will also house a health and wellness store providing

pharmaceutical drugs and other wellness products. For the shopper’s

convenience, the store has a cafeteria providing quality food and beverages

11

for ready consumption, an ATM machine and a consumer service /

membership desk to provide the customer a truly international shopping

experience.

The hypermarket also launched a host of Reliance’s own brands in

select categories with superior quality and affordable prices like “First

Class”, “Network, Netplay, Team Spirit” and Sparsh in Men’s and Women’s

Formal / Casual and Ethnic wear, “DNM- X” in the jeans category for men

and women, “Panda” for kids clothing and “ Grip” in the luggage section.

The footwear category will carry “Zig” in formal wear. “Hi Attitude” for

semi -formal, “Tosco” for party wear and “Monza” for the sports enthusiast.

There are many products that will be exclusively available in Reliance Mart

stores only.

Reliance Mart, with 61 check-out counters has for the first time in

India introduced the Mobile POS system for faster check outs. This is aimed

at reducing customer wait-time. The store planning, atmospherics and layout

has been designed specifically to provide “a complete solution” to the

customer. Reliance Mart will remain open from 10:00 a.m. to 10:00 p.m.,

seven days a week. The store has over 400 highly skilled and trained

customer sales representatives. Reliance Mart will continue to offer all its

customers RelianceOne, a common membership and loyalty program across

all its formats, which follows the philosophy of ‘Earn Anywhere, Spend

Anywhere’. Reliance Mart will also provide easy and attractive finance

options, including 0% financing for your purchases on select products.

Reliance Retail plans to have a pan-India presence by opening over 30

Reliance Mart hypermarkets this year and over 500 by the end of 2010.

12

C o n s u m e r B u y i n g B e h a v i o r

13

The field of consumer behavior studies how individuals, groups,

and organization select, buy, use and dispose of goods, services, ideas or

experiences to satisfy their need and desires.1

The buyer’s behavior might be influenced by such factor like culture,

social family, personal psychological etc. These factors plays and important

role to make up consumers mind to go for a product, store or brand.

Buying Decision Process

A lot of companies are there who spend a lot to know about their

consumer learning about product, making a brand choice, using the product

and even dispose it.

The following are the step taken in the consumer buying decision.

This is not restricted one to adhere these steps there might be a lope of a step

in the real process.

Problem Recognition:

A buying process starts when the buyers recognize a problem or

need. The need can be triggered by the internal or external stimuli.2

Marketers need to identify these kinds of stimuli that spark the need

in the consumer and try to gather the information regarding these stimuli. It

will help to the marketers in preparing the marketing strategy that triggers

the consumer interest.

14

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post purchase Behavior

Information Search

As the need arise in the mind of the consumer, he/she tries to find out

the related source to gather the information regarding that product, use,

features, side-effect, etc.

He/She might meet the friends, use the broachers, personal visit,

advertisement, dealers, family, etc. from that he/she tries to gather all the

information that he/she can collect.

Evaluation of Alternatives

As the consumer has gathered the information the problem comes

into the mind of the customer is that to which company he should go or for

which brand he should purchase and this is the basic criteria for the selection

of the product.

15

The company should try to reach up to the customers choice set that

is enough for the company to reach at that stage and ultimately if the product

is having those kinds of value as customer need the customer can go for that.

Purchase Decision:

The purchase decision is very important because if the company has

reached up to this stages the consumer’s final preference, that can achieve or

not it can be seen here. The company should try to form all its strategy in

this way so that the final decision should on his part than others.

Post Purchase Behavior

The post purchase behavior of the consumer should be measured

because it gives the information regarding the consumers post purchase

satisfaction, post purchase action and post purchase use and disposals of the

product and services.

P r o b l e m D e f i n i t i o n

16

Problem Identification

Problem definition is must for carrying out any research problem. As

it adhere the researcher because the problem is known, the researcher will

stick to the problem to find out the well defined solution. If the problem

itself is well defined then no other diversification can happen.

I have worked on the topic “A study on consumer buying behavior of

Reliance mart in Bhavnagar”.

The study is done by keeping the problem in mind.

Scope of the Study:

As I have been assigned the subject “A study on consumer buying

behavior of the Reliance Mart in Bhavnagar” with special reference to

Bhvangar city because the Company has opened new branch in this area and

for that the research was mainly carried. The scope of the report is limited

and the area comes around this.

17

Objectives of the Study

To know the customers consciousness towards quality, price, quantity

and scheme.

To find out target customers of Super Market.

To know the overall development of the Bhavnagar city.

To find out the peoples preference to the Scheme, their education

level, their mobility to change.

To find out their purchase pattern and thinking towards the Super

Market.

Importance of the Study

It will help to know the background of the Bhavnagar city and people

who lives in this area.

It will comment over the Scheme and the Price Structure which is

prevailing in the Super Market.

It will reveal the information on the preference of the customers

towards the Super Market and General Store.

It will also reveal the information on the competitor’s strength in this

area.

It will also provide the information on the criteria that plays an

important role behind the selection of the Super Market for the

purchasing.

18

It will help in analyzing the pricing factor that helps in capturing the

market.

It will help in deciding the target customer for the Super Market in

this area.

It will also provide the strength and weakness of the organization.

It will also help in knowing the buying pattern of the people in this

area.

It will also help to anticipate how people would like to purchase i.e.

their mode of purchase, their criteria while selecting the product and

so on.

Limitations of the Study

The problem of Finance and time might affect the study.

The Geographical area that is going to be covered is small which

can create problem. and,

The sample size of the survey might be other problem for the

research.

R e s e a r c h M e t h o d o l o g y

19

Marketing Research as the systematic design, collection, analysis,

and reporting of the data and findings relevant to a specific marketing

situation facing the company.3 There are six steps involved in the Research

process and are very significant for carrying out any research problem

smoothly and efficiently.

The process for the research which I have done is drawn as

following.

Research Design

20

Research Design

Research Plan

Data Collection

Analyzing the Data

Present the Findings

Make the Decision

The research design is just related to the formulation of the problem

or defining the problem that is very important task of the Marketing

Management. They should be very careful that not to define problem too

broadly and not too narrowly for the marketing researcher.4

In the nature, some research is exploratory while some is descriptive

and the others are the casual research the first puts direct light for the

solution and new ideas. Second, when the researcher is interested in

knowing the characteristics of some group in terms of age, sex, educational

level, occupation or income, a descriptive study may be necessary. and third,

shows the cause and effect relation ship between these terms.

Here, I have selected the descriptive study because of the nature of

the problem is related to the descriptive study.

Research Plan

This is the stage where all the effort is placed for making the

efficient plan to gather the needed information. The marketing manager

should know the cost of the plan before approving to it. Designing the

research plan calls for the decision on the data sources, research approaches

and research instruments.

Data Source:

There are two types of the data, primary data and secondary

data. It is up to the research which data is available the secondary data is the

data which is already exist which was gathered by the other person for their

purpose.

21

I have collected the primary data for the purpose of the research

on the problem.

Research Approaches:

The data can be collected with the different ways like

observation, focus groups, survey, behavioral data, and experiments.

I have selected the survey method for gathering the data

because as stated earlier that I have selected the descriptive study for the

research. And for that the survey is the best method for the descriptive study.

Research Instrument:

The instruments which can be used in research are

questionnaire, psychological tools, mechanical tools etc. I have selected the

questionnaire for that and it is well designed also for the collection of the

data from the respondents.

Sampling Plan:

After deciding for all the above points the researcher has to

decide over the sampling plan. The points are as follows

Sample unit must be defined by the researcher because it is the target

population. As the sampling unit is defined the researcher should develop

the sampling frame so that each unit can get chance for sampled.

22

Large sample can give good and reliable data. Although the

data collected from less than 1% of the population is also credible if

collected properly.5

A researcher can use different contact method for the

collection of data such as mail questionnaire, personal interviewing, online

method and automated telephone survey.5 Among these the cheapest is the

personal interview and I have selected it.

Sample Procedure

For the data collection I have used well designed and convenient

questionnaire and the sample is collected randomly from the population so

that there is no chance occur for the bios and the survey was made at the

home to home and office to office for gathering the data.

Pilot Study

I had undertaken the pilot study for my null and alternate hypothesis

are as following.

H0 = Customers are Quality Conscious,

H1 = Customers are not quality conscious.

23

For this I had undertaken the pilot study of the 20 unit of the

population and out of them 16 respondents i.e. 80% had responded

positively to the null hypothesis and 4 respondents i.e.20% had replied

negatively.

D a t a A n a l y s i s

24

Age Wise Distribution

Table 1

Age Response

Less than 20 24

21-35 54

36-50 18

More than 50 4

Total 100

Chart-1

Comment:-While looking at the graph it reveals that the most of the

respondent is there in the survey comes under the age group of

21 to 35 years and has obtain the 53%.

Age Wise Distribution

Less than 20

24%

21-3553%

36-5018%

More than 505%

Less than 20

21-35

36-50

More than 50

25

Education Wise Analysis

Table-2

Literacy Level No. of Respondent

Illiterate 3

Up to S.S.C. 36

Up to H.S.C 9

Up to Graduation 52

Total 100

Chart-2

Comment:-As the chart reveals that more than 50% of the respondents have

studies up to the graduation and about 36% have studied up to

Education Wise Analysis

3%

36%

9%

52%

Illiterate

Up to S.S.C.

Up to H.S.C

Up to Graduation

26

secondary education and in last comes the higher secondary is

about 9% and only 3% of the respondents are illiterate.

Occupational Analysis

Table 3

Occupation No. of

Respondent

Diamond 26

Service 38

Self Employed 36

Chart-3

Occupational Analysis

Service38%

Diamond26%Self

Employed36% Diamond

Service

Self Employed

27

Comment:-Here, 38% of the respondents are doing service and 36% of the

respondents are doing their personal business and 26% of the

respondents working in the diamond factories.

Income Wise Analysis

Table 4

Income No. of Respondent

Less than 5000 7

5000-10000 32

10000-15000 25

15000-20000 9

20000 & More 10

No Response 17

Total 100

28

Chart-4

Comment:-About 33% of the respondents have an income between 5000-

10000 and 25% respondents are having income between 10000-

15000 and about 17% respondents haven’t respond on their

income.

Basic Awareness of the Concept

Table-5

Chart-5

Income Wise Distribution

7%

33%

25%

9%

9%

17%Less than 5000

5000-10000

10000-15000

15000-20000

20000 & More

No Response

Awareness Response

Right 69

Wrong 31

Total 100

29

Comment:-The chart shows that 69% people knows the right meaning of

the Super Market or 69% respondent could gave the right view on the term

Super Market.

Concept Awareness

172, 69%

78, 31%Right

Wrong

30

Visit made by the respondent to the Reliance Mart.

Table-6

Response No. of Respondent

Yes 70

No 30

Total 100

Chart-6

31

Comment:-As it shows that the 70% of the respondent have visited the

Adani’s Super Market.

Purchased from the SM

Table-7


Yes 86

No 14

Total 100

Visit Ratio to reliance mart

Yes70%

No30%

Yes

No

32

Chart-7

Comment:-As the graph shows that the 86% of the respondent have

purchased from the Super Market

Like to Purchase from SM

Table-8


Yes 88

No 12

Purchase Ratio

Yes

No14%

Yes

No

33

86%

Total 100

Chart-8

Comment:-As it shows that the 88% of the respondent would like to

purchase from the Super Market.

Mode of Purchase

Table-9

34

Mode No. of Respondent

Cash 89

Credit Card 11

Total 100

Chart-9

Comment:-It shows that most of the person would like to purchase on cash

basis, i.e. 89% respondent say to purchase on cash basis.

Like to Purchase offered Scheme

Table-10

Mode of Purchase

Cash89%

Credit Card11%

Cash

Credit Card

35

Chart-10

Comment:-It shows that the 66% respondent would like to purchase the

scheme offered by the Super Market and 34% don’t like to

purchase the scheme offered by the Super Market.


Yes 66

No 34

Like to Purchase Scheme

Yes66%

No34% Yes

No

36

Belief of the Respondents (for Rich or Not)

Table-11


Yes 37

No 63

Total 100

Chart-11

37

Comment:-Here, 37% people till believe that the Super Market is only for

the rich person.

Price Structure of the SM

Table-12


As per Other Shop 71

High 21

Belief Review

Yes37%

No63%

Yes

No

38

Low 8

Total 100

Chart-12

Comment:-Here, 71% of the respondent believes that the price structure of

the Super Market is as per the other shop, i.e. the same price

charged by both. While 21% of the respondent believes that the

price is higher than the prevailing one.

Basic Home Requirement

Table-13


Price Structure

As per Other Shop

71%

High21%

Low8%

As per OtherShop

High

Low

39

Yes 87

No 13

Total 100

Chart-13

Comment:-The chart shows that round about 85% people are satisfied and

believe that all the basic requirement of the home are available

in the Super Market.

Quality of Super Market

Table -14

Yes, 218

No, 32

0

100

200

300

Yes No

Home Requirement Satisfaction

No. of Respondent

40


Excellent 26

Good 50

Average 24

Total 100

Chart-14

Comment:-As the ratio of saying Good, Average and Excellent is round

about 2:1:1. Which shows that most of the respondents consider

that quality of Super Market is good.

Comfortable for Purchase

Table-15

Quality of Super Market

Excellent26%

Good51%

Average23%

Excellent

Good

Average

41


Yes 87

No 13

Total 100

Chart-15

Comment:-It shows that 87% respondent believe that to purchase from the

Super Market is comfortable & convenient one.

Comfortable for Purchasing

Yes87%

No13%

Yes

No

42

Reason for Selecting Super Market

Table-16

Reason No. of Respondent

Variety 25

Easy Shopping 24

Discount 15

Bulk Buying 10

Purchase all the

Requirement

22

Can not say 4

Total 100

Chart-16

43

Reason of Selecing Super Market

24%

24%16%

10%

22%

4%Variety

Easy Shopping

Discount

Bulk Buying

Purchase all theRequirementCan not say

Comment:-The chart shows that most of the persons select Super Market

for the Variety and Easy shopping and then comes to purchase

the entire requirement and the discount.

Wide Range of Product

Table -17


Yes 85

No 15

Total 100

Chart-17

44

Belief on Wide Range of Products

85%

15%

Yes

No

Comment:-It shows that 85% of the respondent believes that the Super

Market provides the wide range of the selection while going to

purchase.

Preference to Purchase Place

Table 18


Shop 41

Super Market 59

Total 100

45

Chart-18

Preference to Purchase Place

41%

59%

Shop

Super Market

Comment:-As the chart shows that 59% respondent would prefer to

purchase from the Super Market While 41% respondent prefer

to purchase from the small shop comes around the resident area.

Image Consciousness of the Respondents

Table-19


Yes 46

No 54

Total 100

46

Chart-19

Comment:-Here, 54% respondent believes that to purchase from the Super

Market doesn’t improve their image while 46% believes the so.

Image Consciousness

Yes46%No

54%

Yes

No

47

Reason for Selecting Particular Place

Table-20


Quality 53

Economic 20

Brand Image 9

Service 14

Less Purchase 4

Total 100

Chart-20

Criteria for Selection

Quality52%

Economic20%

Brand Image9%

Service14%

Less Purchase

5%

Quality

Economic

Brand Image

Service

Less Purchase

48

Comment:-The chart shows that 50% of the respondents are quality

conscious as they look first the quality. 20% of the respondent

looks for economy and then 14% respondents see the service of

the Super Market.

Respondents Purchase only for Scheme

Table-21


Yes 26

No 74

Total 100

Chart-21

49

Comment:-The chart shows that only 26% of the respondent purchase for

the Scheme which is offered by the Super Market.

Preference to Scheme

Table-22


Buy 1 Get 1 Free 22

Discount 42

Free Gift 20

Assured Gift 14

Can not Say 2

Total 100

Only for Scheme Purchasers

Yes26%

No74%

Yes

No

50

Chart-22

Comment:-The chart shows that 42% of the respondent would like to

purchase the discounted product while 22% likes to purchase

buy 1 get 1 free. 20% like to go for free gift and 14% likes to go

for assured gift.

Response to Purchase from Seasonal Store

Table 23


Yes 75

No 25

Total 100

Preference to Schemes

Free Gift20%

Discount42%

Buy 1 Get 1 Free22%

Can not Say2%

Assured Gift14% Buy 1 Get 1 Free

Discount

Free Gift

Assured Gift

Can not Say

51

Chart-23

Like to Purchase from Seasonal Store

75%

25%

Yes

No

Comment:-The graph reveals that the 75% respondent as told by them they

would like to purchase form the seasonal store of the Super

Market.

52

Criteria While Purchasing a Product

Table 24


Quality 69

No Quality 31

Total 100

Chart-25

Criteria for purchasing the products

Quality76%

No Quality

24%

Quality

No Quality

53

Comment:-Here, 69% of the respondents are price and quality conscious

and remaining are quantity and scheme conscious.

Only Scheme & Not for Scheme Vs Preference to the Scheme

Table 26

Criteria Preference to Scheme Total

Buy 1

Get 1

Free

Discount Free

Gift

Assured

Gift

Can not

say

Only

Scheme

7 10 5 3 0 25

Not for

Scheme

16 32 15 11 02 75

Total 23 42 20 14 2 100

Graph-1

54

Scheme Preference

17 2412 11

0

39

80

3725

50

20406080

100

Buy 1

Get 1

Dis

count

Fre

e

Gift

Assure

d

Gift

Can n

ot

say

Preference to Scheme

No

. o

f R

es

po

nd

en

tOnlyScheme

Not forScheme

Comment:-As the chart reveals that in both the customers would like to go

for Discount then comes Buy 1 Get 1 Free and then comes

Free gift and in last customer would like to go for Assured

gift.

Income Vs Quality of SM

Table 27

IncomeQuality Response

TotalExcellent Good Average

Less than 5000 1 3 3 7

5000-10000 8 16 9 33

10000-15000 6 13 6 25

15000-20000 2 5 2 9

20000and more 4 5 0 9

55

No Response 6 9 0 15

Total 29 51 20 100

Graph-3

Income Vs Quality of Super Market

3

1916

49

15

8

39

32

13 12

22

7

22

15

62 2

0

10

20

30

40

50

Income

No

. o

f

Re

sp

on

de

nt

QualityResponseExcellentQualityResponseGoodQualityResponseAverage

Comment:-As the chart shows that the respondent whose income is in

between 5000-10000 have given preference to good quality and

the respondent having income 20000 and more have given

highest percentage to the good quality and excellent.

56

F i n d i n g s

Around 69% respondents could conclude the term Super Market rightly

while the other were failed to conclude the term Super Market.

Among the respondent who had concluded the term Super Market rightly

are under graduate, graduate or post graduate and remaining had passed

S.S.C. or H.S.C. or having a that kinds of business.

Around 58% of the respondents said that they would like to purchase

from the Super Market and among them 44% of the respondents purchase

only for the scheme offered by the Super Market.

Till around 37% people believes that the Super Market is only for rich

person and till they are not good enough satisfied from the Super Market.

Around 71% of the respondents have visited the Adani’s Super Market

and all are satisfied except some cases.

On the price structure of the Super Market 71% had commented that the

price is as like as in other shop and 21% had noted it is higher and around

8% believe it is lower than the other.

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Around 50% respondent had said that quality is good and 23% had said it

is on the average and 27% said it is excellent one.

Around 87% respondent said that they could found all the basic

requirement of the home in the Super Market.

When the Customer selects the Super Market on the basis of the quality

Adani has got the highest percentage of the response than other.

Around 25% of the respondent go to the Super Market for Variety, 24%

for Easy Shopping, 16% for discount, 10% for Bulk Buying, and 25%

visit it for purchasing all the requirements.

Around 85% of people agree that Super Market offers wide range of the

product or selection.

Till 41% of the respondent prefers to purchase from the General Store

only because of nearness.

Around 46% respondents believe that to purchase from Super Market

improves their image.

Around 47% of the respondents have given preference for purchasing

from Adani, while in this category second highest preference goes to the

Dhiraj & Sons.

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Around 75% of the respondents had told that they would like to purchase

from the seasonal store of the Super Market.

Around 42% of the respondents like to scheme having discount and 23%

of the respondent likes to go for the scheme like buy 1 get 1 free. And

20% would like to go for free gift and 14% would like to go for assured

gift while 2% can not comment over it.

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S u g g e s t i o n

The company should professionalize its staff. Somehow the customers

have occasionally suggested this.

The company should try to maintain the stock properly because the

customers have to go without the product when they arrive at the store.

Customers are both price and quality conscious they need moderate

price and moderate quality.

The company should try to maintain the fresh stock of the product

because sometimes the product is not expired but till it became the worse

one.

Some customers have suggested that the company should provide a

scheme in which the score card is there and on the basis of that score

card they should get the benefit in the purchase.

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R e f e r e n c e M a t e r i a l

Bibliography

Marketing Management:- Philip Kotler

Research Methodology:- C.R.Kothari.

www.tanishq.co

Appendices

Specimen of Questionnaire

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http://www.tanishq.co/

Questionnaire

Buying Behavior of theRELIANCE MART.

Name:___________________________________________________

Address:_________________________________________________

Occupation: - ____________ Phone No:- _______________

Age:-_______Literacy Level:-________Income :-(Monthly) _______

1. What do you know about the Super Market?

______________________________________________________________

2. Have you ever visited Reliance Mart?

Yes [ ] No [ ]

3. Have you ever purchased from any Super Market?

Yes [ ] No [ ]

4. Would you like to purchase from Super market?

Yes [ ] No [ ]

5. How would you like to purchase?

By Cash [ ] BY Credit Card [ ]

6. Would you like to go for purchasing scheme offered by the Super market?

Yes [ ] No [ ]

7. Do you think that the Super market is only for the rich person?

Yes [ ] No [ ]

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8. What do you think about the price structure of the supermarket?

As like other Shop [ ] High [ ] Low [ ]

9. Do you get your whole basic requirement from the Super market?

Yes [ ] No [ ]

10. What do you think about the quality offered by the Super market?

Excellent [ ] Good [ ] Average [ ]

11. Do you think that to purchase from the Super market is convenient?

Yes [ ] No [ ]

12. Why you prefer Super market for shopping?

Easy Shopping [ ] Discount [ ] Bulk Buying [ ]

Purchase all the requirements [ ] Variety [ ]

13. Do you think that the Super market offers the wide range of the selections?

Yes [ ] No [ ]

14. From where you purchase?

Shop [ ] Super Market [ ]

15. Do you think that to purchase from Super market improves your image?

Yes [ ] No [ ]

16. Why do you prefer to purchase from a particular place?

Quality [ ] Economic [ ] Brand Image [ ] Service [ ] Small Quantity [ ]

17. Do you just purchase only for the scheme?

Yes [ ] No [ ]

18. Which kinds of scheme do you prefer?

Buy 1 Get 1 Free [ ] Discount [ ] Free Gift [ ] Assured Gift [ ]

19. Would you like to purchase seasonal product of the Super market?

Yes [ ] No [ ]

20. What do you think first while purchasing products?

Price [ ] Quality [ ]

21. Complains & Suggestions:-

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Date post:	28-Nov-2014
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