GROUP 6
PHILIP GEORGEPARAG DHAKATE
DEBOJYOTI SARKARSUBHASREE SAHOO
Customers' Perception towards Mega Marts:
A Case Study of Ludhiana
The Icfai University Journal of Services Marketing, Vol. 6, No. 4, pp. 38-48,
17 December 2008
INTRODUCTION
The ultimate goal of an economic activity is the realization of cost, along with profit from commodities and services which can be materialized only in the market
The world wide market scenario has changed drastically particularly after the globalization of the economy
It has touched heights from from small shops with particular category of commmodities to multiple categories of commodities under one roof and singular management
OBJECTIVE OF THE CASE STUDY
To highlight the socio-economic characteristics of mega mart customers
To study the perception of customers towards various aspects of mega marts
To make some suggestions based on the study
RESEARCH METHODOLOGY
The study focuses on Ludhiana city, industrial capital of Punjab, which portrays cross-section of the society.
Five mega marts were randomly selected namely, Vishal Mega Mart, V-Mart, Reliance, Subhiksha and More for U mart
50 visiting customers from each mega mart were personally interviewed that make a sample size of 250 customers.
STATISTICAL TOOLS USED
Specially structured questionnaire
Customers’ perceptions towards different aspects of mega marts were compared by using ANOVA(analysis of variance).Help of Likert scale, ranking based model and multiple choice based questions were also used.
SOCIOECONOMIC CHARACTERISTICS OF THE
CUSTOMER
(AGE)
50.4
28
11.2
4.85.6
percentage
16-2526-3536-45
(SEX)
63.6
36.4
PERCENTAGE
malefemale
(PLACE OF RESIDENCE)
28
69.2
2.8
PERCENTAGE
Ruralurbanforeign
(EDUCATION)
33.2
44.4
22.4
PERCENTAGE
Low(up to10/10+2)Medium(up to graduation)High(above gradua-tion)
(FAMILY INCOME)
71.2
24.4
4.4
PERCENTAGE
Low(up to Rs.25000)
Medium(Rs.25001-50000)
High(more than 50000)
REASONS FOR PREFERING A MEGA MART.
REASONS FOR PREFERRING A MEGA MART (5 Factors)
SAFETY CONVENIENCE UNIQUENESS LESS TIME CONSUMING LOCATION
Reasons for preferring a mega mart
Safe
ty
Conve
nien
ce
uniq
uene
ss
less
tim
e co
nsum
ing
loca
tion
0
50
100
150
200
250
143
210
111137
179
67
26
8771
5340
14
52 4218
agreeneutraldisagree
SAFETY AND PARKING
SAFETY
86
64
100
number of customers
satisfied neutral
dissatisfied
Utility of mega marts
UTILITY OF MEGA MARTS
Plac
e to
sho
p(%
)
Plac
e to
soc
ializ
e(%
)
Plac
e to
enj
oy(%
)
Plac
e to
exp
erie
nce(
%)
Plac
e to
com
pare
(%)
0102030405060708090
AGREENEUTRALDISAGREE
SPENDING ON DIFFERENT ITEMS
Groce
ry
Cosm
etics
jewel
ry
Cloth
ings
Eata
bles
Foot
wea
r
Consu
mer
Dur
able
s
Comm
unicat
ions
0
5
10
15
20
25
30
35
13.9811.28
3.08
31.9
16.5614.4
7.82
0.98
MEAN
MEAN
VIDEO
SYNOPSIS
Young male; Urban areas; Medium level of education; and Low level of family income.
Utility point of view
Customers were more oriented towards:-
Safety and parking facilities at first and
Place to shop and comparison (not to socialize)
Promotional point of view
quality and discount fixed price and need based products least bothered about guarantee &
warrantee Least importance to family pressure
& ambience at mega mart.
stop
ITM Survey The perception towards mega
mart.
WHICH MEGA MART DO YOU SHOP?1. R-MART 2. V-MART 3. MORE 4. MEGA MART 5. SPAR MART
R-MART V-MART MORE MEGA MART
SPAR MART
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
BOYS
Series 1
R-MART V-MART MORE MEGA MART
SPAR MART
0%
5%
10%
15%
20%
25%
GIRLS
Series 1
HOW DO YOU RATE THE PARKING FACILITIES AND THE SHELF PRODUCTS?1. 1 OUT OF 5 2. 2 OUT OF 5 3. 3 OUT OF 5 4. 4 OUT OF 5 5. 5 OUT OF 5
1 OUT OF 5
2 OUT OF 5
3 OUT OF 5
4 OUT OF 5
5 OUT OF 5
0%5%
10%15%20%25%30%35%40%45%50%
BOYS
Series 1
1 OUT OF 5
2 OUT OF 5
3 OUT OF 5
4 OUT OF 5
5 OUT OF 5
0%
10%
20%
30%
40%
50%
60%
70%
80%
GIRLS
Series 1
WHAT DO YOU SHOP AT MEGA MARTS?1. GROCERY 2. ELECTRONICS 3. CLOTHES 4. SHOES 5. COSMETICS6. SPORT WEAR 7. OTHERS
GROCERY
ELEC
TRONIC
S
CLOTH
ES
SHOES
COSMET
ICS
SPORT
WEA
R
OTHER
S0%5%
10%15%20%25%30%35%40%
GIRLS
Series 1
GROCERY
ELEC
TRONIC
S
CLOTH
ES
SHOES
COSMET
ICS
SPORT
WEA
R
OTHER
S0%5%
10%15%20%25%30%35%
BOYS
Series 1
DO YOU LIKE THE STRUCTURE OF INDIAN MEGA MARTS?1. BAD 2. AVERAGE 3. GOOD 4. VERY GOOD
BAD AVERAGE GOOD VERY GOOD
0%
10%
20%
30%
40%
50%
60%
BOYS
Series 1
BAD AVERAGE GOOD VERY GOOD
0%
10%
20%
30%
40%
50%
60%
70%
GIRLS
Series 1
DO YOU TRAVEL A LONG DISTANCE TO SHOP AT MEGA MART?1. YES 2. NO
YES NO0%
10%
20%
30%
40%
50%
60%
70%
BOYS
Series 1
YES NO0%
10%
20%
30%
40%
50%
60%
70%
GIRLS
Series 1
WHAT IS THE REASON TO SHOP AT MEGA MARTS THAN A NORMAL MART?1. PRICE 2. ONE STOP FOR ALL 3. ENVIORNMENT 4. OTHERS
PRIC
E
ONE ST
OP FO
R ALL
ENVI
RONMEN
T
OTHER
S0%
20%
40%
60%
GIRLS
Series 1
PRIC
E
ONE ST
OP FO
R ALL
ENVI
RONMEN
T
OTHER
S0%
20%
40%
60%
BOYS
Series 1
Conclusion and suggestions based on the case study and the survey
Suggestions
Could not attract older age and female
Develop some strategies for the above
Rural sector customer Awareness Extend advertisement Offering lower prices
Create a status symbol to attract high income customers
Open a separate Branded products counters
Develop SAFETY & PARKING Cash discounts & free gifts schemes to
attract the customers at a higher level (USP)
Focus on Quality, Discount and attractive display of products (factors of purchasing decision).
MUTE
Conclusion
The position of the mega marts will be improved to a great extent if
the above suggestions are implemented.
UNMUTE
video