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
Response No. of Respondent
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
Response No. of Respondent
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.
Response No. of Respondent
Yes 66
No 34
Like to Purchase Scheme
Yes66%
No34% Yes
No
36
Belief of the Respondents (for Rich or Not)
Table-11
Response No. of Respondent
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
Response No. of Respondent
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
Response No. of Respondent
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
Response No. of Respondent
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
Response No. of Respondent
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
Response No. of Respondent
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
Response No. of Respondent
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
Response No. of Respondent
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
Response No. of Respondent
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
Response No. of Respondent
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
Response No. of Respondent
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
Response No. of Respondent
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
Response No. of Respondent
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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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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