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SUMMERY, CONCLUSIONS AND SUGGESTIONS:
CHAPTER SUMMERY:
The chapter wise summery has given in brief in following.
Chapter I emphasizes the introductory part of the consumption
pattern. It explains the concept of consumption and the theories of
consumption pattern. It involves the theoretical development of utility
and obviously consumption from Adam Smith to Houthekkar. It also
elaborates the theoretical approaches to marketing which gives the idea
about the product approach to classical approach and so on. It also
explains the methodology adopted for the study.
Chapter II has taken review of literature regarding consumption
pattern, perception of customers of organized retail outlets. It reveals
that there is not single study found on city level consumption pattern in
Marathwada. There is considerable gap in review of literature and the
selected topic for the study. It also elaborates the historical development
in retailing and the various forms of organized retail outlets. The Indian
organized retail market has in booming condition, even though it has
only 5 percent share in total retail trade. It is very low compare to other
countries. Segment wise expenditure has changed; clothing and
fashionable commodities are preferred by the customers according to
resent data. There are very few mall establishments in Aurangabad city
compare to Pune and Mumbai.
Chapter III gives a brief outlook of Aurangabad city. The
demographical introduction has considered with the interpolation of ten
year population of the city and the potential buyers of the city. It also
discussed about the major players of the organized retailing in
200
Aurangabad city with detailed profile, organizational setup, and
functional in order to offering (price, value, discount) setup and
management setup. Near about Same kind of organizational setup has
used by all outlets, and offer system also in same manner but not equal
all over. Logistic (supply of commodities from company) is different.
Some used central logistic method and some used mix; central as well
as domestic method.
Chapter IV stressed out the demographical profile of the
customers of organized as well as unorganized retail customer in first
part. It also deals with the preference of the customers’ and the
relationship between the customers and organized retailers. The second
part has analyzed expenditure of customers of organized retail outlets
on commodity basket. The average consumption expenditure has
calculated in this part. Most important part is analyzed in this chapter
i.e. fitting Engel curve theory for estimating the MPC for the customers
of organized and unorganized retail outlet customers. The elasicities
have calculated for ten commodity groups and total of 20commodities
have regressed for fitting Engels theory by the method adopted by
Tiwari and Pujari. Finally, this chapter analyzed saving ratio
(expenditure ratio) for mentioned commodities.
Chapter V is the last chapter which gives the summery of the all
five chapters and deals with the findings, conclusions and suggestions.
201
FINDINGS & CONCLUSIONS:
Following are some major conclusions regarding the
consumption pattern of the customers of organized retail outlet
particularly and unorganized retail outlets in general.
1) The marginal propensity to consume (MPC) reveals that out of
total consumption, 6.5 percent amount of total consumption expenditure
spends on cereals. 7.5 percent spend on milk and milk product
cumulatively, 13 percent on fruit and vegetables and 4.8 percent on
other food commodities and only 1.7 percent oils. Means for total food
item the customers of organized retail outlets are spend 33.5 Percent of
their total expenditure.
2) Remaining 66.5 percent of expenditure has spent on non-food
items. The bifurcation of this is; expenditure on sundry items and
durables is 50.1 percent and 16.4 percent on clothing, footwear and
toilet articles.
3) For the organized retail outlet customer, the elasticities of
commodities consumed by them have been calculated and the results
are classified in to three categories 1) necessary commodities 2) semi
luxurious commodities and 3) luxurious commodities. It has been
observed that commodities like cereals, pulses, oils, sugar, salt &
spices, coffee & tea are the necessary goods. Semi – luxury goods are
the milk, vegetable &fruits, toilet articles, clothing & bedding and
footwear, sundry items, milk products and durables are the luxurious
items for organized retail customers.
4) For the comparison we have covered unorganized retail
outlet’s customers and found that the MPC for food and non-food
items, the unorganized retail outlet customers spend 54.3 percent of
202
total expenditure on food items while remaining 45.7percent on non-
food items. The bifurcation of it like 16.1 percent on staples, 16.4
percent on milk & milk products, on vegetables & fruits 14.5 percent 3
percent on oils and 4.3 percent on other food items.
5) On non-food items, the customers of unorganized retail outlet
spend 45.7percent out of which is near about 33.9 percent expenditure
has been spent on clothing & bedding, and durables and remaining
spend on 11.8 percent on sundry items, Toilet article and footwear.
6) The elasticities for customers of unorganized outlets shows
that the commodities like oils, pulses and other food items are more
essential than other items even the items like cereals, fruit & vegetables
sundry articles are the essential too. The commodities like clothing
&bedding, durables, toilet articles are the luxurious goods.
7) MPC in case of customers of organized retail outlets is found
highest in sundry followed by durables but in case of customers of
unorganized retail outlets it is found in durable goods followed by milk
and milk products and clothing items.
8) MPC in case of customers of organized retail outlets is found
lowest in pulses, edible oil, sugar, coffee & other foods but it is in case
of unorganized retail outlets found lowest in sundry items and followed
by pulses and sugar.
9) The expenditure elasticity analysis shows that in the case of
organized retail outlet customers all commodities except sundry items,
footwear, and durables are the essential.
10) In case of unorganized retail outlets customers all
commodities except clothing &bedding, toilet articles, footwear, milk &
milk products and durables are essential.
203
11) It is interesting finding that clothing and bedding, toilet
articles are the necessary for the customers of organized retail outlets,
turned out to be luxurious commodities for the customers of
unorganized retail outlets.
12) Sundry articles are the luxurious for the customers of
organized retail outlets, turned out to be necessary commodities for the
customers of unorganized retail outlets.
13) We found durables and footwear are luxurious for both kind
outlets customer commonly.
14) The total average monthly consumption expenditure of the
customer of organized retail outlet is near about Rs.8450. This is a sum
of the total amount spent on the all items of the consumption basket i.e.
food items like cereals, pulses, milk, milk products, oils, vegetables
&fruits and other food items like sugar, salt and spices, coffee and etc.
in non-food items like sundry items, footwear, clothing & bedding,
toilet articles, durables.
15) The total average amount spent on cereals is Rs. 743 for per
month, the highest and lowest amount expend on the cereal items are
Rs. 2567 and Rs. 97 respectively for per month. The total average
expenditure on pulses is near about Rs.300 for per month. Highest
amount spent on this group is 3333 and minimum is 37 the total
expenditure on the staples is average of Rs.1240 monthly.
16) Average monthly expenditure on milk and milk product,
fruits & vegetables are Rs.1238 and Rs.1072 respectively. Similarly, for
the oils the customers of organized retail outlets are spend Rs.425 per
month averagely. Additionally, the maximum amount spent on oils is
Rs.970 and minimum is Rs.70 for per month. Rs.240 to Rs.1380 is the
204
range amount which is spends by the customers of organized retail
outlets. The average expenditure on other food items is Rs.677.
17) The total average amount expend on toilet articles is Rs.210,
on sundry items Rs.780, on clothing & bedding it is Rs.772, on
footwear Rs.224 and on durables it is Rs.1247 per month.
18) The total monthly average per capita expenditure of
customers of organized retail outlets on total mentioned (in conclusion
no 14) commodities is near about Rs.2124. and their monthly total
average per capita income is Rs.9116 so their total average expenditure
ratio is 0.23. It means these customers spend only 23 percent amount on
mentioned commodities.
19) The total average monthly per capita income of customers of
unorganized retail outlets is Rs.5651 and total average monthly per
capita expenditure is Rs.1311, so we can calculate the expenditure ratio
for same commodities is 23 percent.
20) The customers of unorganized retail outlet spend more on
food items than non – food items.
21) Only 41.5 percent of the customers of organized retail outlets
spend less than average expenditure. There is more consistency in
expenditure (CV=40.37) than income (CV=64.3) of these customers.
22) In fact, there is no clear cut difference in saving ratio of
customers of organized retail outlet and customers of unorganized retail
outlet. However, the saving ratio rises with the increase in income of
the customers of both kinds of retail stores. Based on regression, we
find that saving decreases with an increase in size of the household in
both, but its more precise about customers of unorganized retail outlets.
205
The organized retail outlet’s customers’ saving ratio has increase with
cut in expenditure.
23) The average family size of Aurangabad city according to
sample study is 4.2. male person is dominant in family by considering
numbers, even though, women are mainly responsible for the shopping
in the organized retail outlets while the 89 percent customers influenced
by their family members while only 11 percent are from friends,
relatives and others. The majority of respondent have posses
considerable good education, there are majority customers having
graduate and post graduate level education.
24) The near about 33 percent of customers are having Rs. 15 to
30 thousand per month family income among the total visitors,
followed by the group of 24 percent having income of Rs 30 to 50
thousand per month . There are 12 per cent families with Rs. 50 to80
thousand per month and only 11 per cent families are having below Rs.
7000. This implies wider income deviation.
25) We have observed that there is positive relation between
income and distance. Secondly, observed that 70 percent family does
not consider the distance as important because of the schemes and
discount, time and other factors.
26) There is association between duration period of visiting and
their regularity. The pitcher is clear about the regularity. In short, we
can say that those who know the stores from very long period they are
regular customer.
27) Among the visitors most of customers visit once, twice and
thrice in a month for shopping quite interesting finding is that
servicemen visits once, twice and thrice in month mostly and
206
businessmen are visits mostly once and twice in week. The servicemen
(CV=76.81) are more consistently visits than business (CV=131.74).
28) The relation between mode of transport and distance is
positive and good relation between these two variables i.e. r = .49. the
customers uses tow wheelers and cars mostly for all distances and the
customer mostly observed comes from below the 2 km.
29) Most of the respondent prefers to buy clothing (34 per cent),
grocery (30 per cent), vegetables (14 per cent), cereals and pulses
(staples) (10 percent), while the 5 per cent of customers prefer to buy
sundry articles and followed by durables in all organized retail outlets.
Particularly in Spencer’s hyper Market grocery and vegetables are
demanded by customers whereas in Vishal Mega Mart, More Mega
Store and Big Bazaar customers prefer clothing, in Sapna Super Market
grocery, in reliance Fresh convenience store vegetables are preferred.
30) Fair prices policies for the customers are used by retail stores
18 percent of customers viewed that the prices are same as other stores
but 11 percent viewed as little higher that of other stores. Only 8
percent said that prices adopted by the modern markets are less than
other.
31) The people prefer to visit to organized retail outlets because
of the well and convenient location of the outlet secondly services
provided by the retailer, thirdly well parking space, fourthly the
decoration of the followed by quality, and lastly promotion schemes
offered by the retailer and the quality of the goods. There is association
the between duration of period of visiting and their regularity. From
long duration the customers are visiting to organized retail outlet and
they shows loyalty for the outlets. Secondly we calculated view about
207
the discounts and found it realty. With the help of chi (x2) square test
for regularity of the customers and their view about the discount we can
conclude that there is friendly relation between the retailer and
customers.
32) The population in Aurangabad city has grown in last decade
(2001-2010) with near about (CAGR) 12 per cent growth rate. While
the growth in retail outlets in Aurangabad city for the four year (2006 -
2009) was 7 percent. And the employment growth in the retail stores in
Aurangabad city was (CAGR) 5.57 for three years (2007-2009).
33) The population shop ratio in Aurangabad city in 2009 is near
about 0.047.
34) There is very quite bit difference in organizational set up of
the organized retail outlet. The hierarchy in Spencer’s and Big Bazaar is
in five steps; from operational head to customers’ service assistant,
whereas in More Mega Store it is functions in four steps. And in Vishal
Mega Mart and it is in four and three steps. Near about same kind of
offers are used by the all organized outlets in Aurangabad city. Flat
discounts, co- concession, value offers, price offers are provided by all
organized outlets. On in matter of logistics; vishal Mega Mart used
central method means the main branch purchases all commodities in
one place and distribute to all branches and outlets. This method has
some economics of scales but the transport cost increases. In other
outlets they used local products and purchase the stock from various
places which is beneficial for the store.
208
SUGGESTIONS:
1) Awareness about the product quality, prices, discounts, and
consumer rights are essential for customers. They have to familiar about
all. Consumer is the king of market so market should form according
his need.
2) Discounts should be fact or reality, manipulation should not be
there. The different corner should reserve for the poor people. This
could be imply by given more discounts on low quality product or we
can say there should be more discount for the such commodities which
are mostly preferred by poor people. By market research, retailers have
to decide what the basic needs are and which commodities are mostly
preferred by low level income group.
3) Advertisement is a psychological mind setter; the right use of
this tool should be there. It should not be liar because mostly people
make their perception by their icon persons. Advertisement makes need
in consumers mind and it also makes customers to egger for needles
demand.
4) With the help of experience this study we can say the mall
culture has not plant until fully so mix brand policy should be adopt by
organized retail outlets. The local products should be in organized retail
outlets. Branded as well as non-branded should keep by retailers.
5) It has observed that the newcomer have little bit fair about the
organized retail outlets due to shining and decoration of the store so
there should to be some action for them.
6) The expenditure out of total income is same for customers of
organized and unorganized retail outlets, but proportionate expenditure
for food item is more for customers of unorganized retail outlets and
209
relatively they are poor so the price policy for food items should be
reasonable and affordable.
7) The catchment area is important so the retail shops should be
spread across all over the city. It should be accessible for last person.
8) The logistic cost is one of the major costs so the logistic
should be flexible or should be central for branded and domestic for
non-storable goods.
9) Government role should be important for price policy for
essential commodities; one administrative price policy should be there
for survival of poor people.
10) Local products should be granted as branded goods.
11) FDI policy should be more liberal in the area of retailing.
Today, 51 per cent FDI permeated in single brand product and 49 per
cent in multi brand product it should be liberal steps by steps. In fist it
should be liberal fully for single brand.
12) Contract farming is a more effective for vegetable and fruits
so the direct purchasing from farmer will help to reduce the cost and it
will helpful for retailer as well as customers. There should be a
balancing price policy for farmers and customer.
210
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Appendix: 1
Questionnaire for the respondent
(Customers of retail outlet)
1) Name & address ………………………………………………………………...... ……………………………………………………………………………………….
2) Family members: ………………………………………………………….... Sr. no
Gender Age Education Occupation Income
1 2 3 4 5 6 7 8
3) Distance to Home/office from here: ………………………………………………….
4) Whether regular customer: 1 – Yes 2 – No
5) Since how long have you been visiting this outlet?
1 – Less than one year 2 – One year 3 – Two years
4 – More than two years 5 – From establishment
6) How often you visit:
1 – Daily 2 – once in two days
In week
1- Once 2 – Twice 3- Thrice 4 – more than three In month 1- Once 2 – Twice 3 - Thrice 4 – more than three In Year
7) Visit: 1 – By walk 2 – Two wheeler 3 – Car
4 – Auto 5 – Public transport
8) Most popular product of this retail outlet: …………………………………………….
218
9) Source of awareness of the retail outlet:
1 – Friends 2 – Relatives 3 – Television 4 – News papers 5 – Others 10) Influence on buying decision:
1 – Self 2 – Spouse 3 – Kids 4 – Friends 5 - Relatives 6 – Others 11) Price expectations:
1 – Poor 2 – Fairs 3 – Good 4 - Very good 5 – No response 12) Price competition:
1 – About the same 2 – Too higher 3 – Little higher 4 – No response 13) Mode of payment
1 – Cash 2 – credit card 3 – debit card 4 – Gift voucher 5 – Others 14) Customer Satisfaction:
1 – The outlet is conveniently located 1 2 3 4 5 2 – Parking space 1 2 3 4 5 3 – outlet atmosphere and decor 1 2 3 4 5 4 – The quality of the goods 1 2 3 4 5 5 – Locating products 1 2 3 4 5 6 – Service 1 2 3 4 5 7 – Various promotions schemes run by the outlets 1 2 3 4 5
15) Dose door delivery make by this outlet. 1 - Yes 2 - No
16) Are you using other outlets for the purchasing a special commodity:
1- Yes 2- No If yes, which is that: ……………………. From where: ……………………
17) Consumer expenditure:
Sr.no
Item group Goods Weight in Kg
Price in Rs.
Total expenditure
From outlet
1 Cereals 1-Jawar /Bajara 2-Wheat 3-Rice 4-Maida 5-Noodles 6-Beade 2 Pulses 1-Tur 2-Udid 3-Masur 4-Mung
219
5-Gram 6-Soyaben 3 Milk 4 Milk product 1-Poweder 2-Baby food 3-Ghee 4-Butter 5-Ice cream 5 Edible oil & vanaspti 6 Vegetables 7 Fruits & Nuts 8 Sugar 9 Salt & Spices 10 Other food items: tea,
coffee, biscuits
11 Chokelets 12 Pan/Tobacco 13 Toilet articles washing soaps & cosmetics agarbati Insecticides 14 Sundry
articles 1-electric bulb,
2-tube light, 3-Glass ware 4-buckets, 15 Clothing &bedding
16 Foot ware
17 Durable goods
1-Furniture &Fixture :bed set, almirah, suitcase, carpet, paintings, etc
2 – Crockery & Utensils thermos, casseroles, stainless steel U.
3-Cooking & household appliances
1-air conditioner
2-Fan 3-sewing M. washing M. 5-presser
cooker
refrigerator
Heater
Toaster
220
4-Goods for recreation
Musical instrument
TV Radio Tape recorder 5 – Jeweler &
ornaments
6- Other personal goods
Mobile handset
Clock
Watch Pc Telephone
handset
Laptop
Appendix: 2
QUESTIONNAIR (for Retailer)
1) Outlet’s name: ……………………………………………………………….. 2) Type of Retail format:
1. - Convenience store 2- Chain store 3- Franchise 4- Specialty store 5- Departmental store 6- Supermarket 7- Hypermarket 8- Mall 10- Discount store 11- Factory / secondary outlet 12…………………….
3) Date of establishment in Aurangabad city: …………………………………
4) Date of establishment of origination year…………………………………….
5) Head office………………..… Branches………………………………….…
6) Where are they located in Aurangabad city:
………………………………………………………………………………
7) Location and area…………………………………………………………… 8) Owner of the land: 1) self 2) on rent
3)……………………………………………………………………………
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9) Who is the owner: ………………………………………………………………………………...
10) How many Departments in the outlet: ……………………………………….
11) How many variety of products in the outlet (own brands): …………………. ………………………………………………………………………………...
12) Number of customers visits in a day: ………………………………………...
13) Organizational setup: 1) Operation head… 2) Manager/assistant manager …… 3) Supervisor……4) Supervisor development program…… 5)Customer service assistant………………
14) View about supply side (how retailer parches’ the stock)……………………………
……………………………………………………………………………………………..
15) Space (sq.ft.) and sale of department: No. Departments Area
(in sq.ft.) Daily target (thousand)
Monthly target
1 Garments 2 Electronics 3 Home work play 4 Furniture 5 Vegetable & fruits 6 Staples 7 FMCG 8 Cash 9 warehouse 10 11 12
16) Offer strategies: 1) Price offer – a general type of offer provided on price of the commodity. 2) Value offer – an offer provided on the value added e.g. buy 2get 1free. 3) Combine offer – provided on combine packs e.g. by 2 shirts just at 599
only. 4) Co-offer – an offer provided on two various / different commodities. For
example buy one (x) get another (y) free 5) …………………………………………………………………………
17) On which day of the week, number of maximum customers visits : 1-Sunday 2- Monday 3- Tuesday 4- Wednesday 5- Thursday 6- Friday 7- Saturday
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18) On which day of the week, the customers less in numbers : 1-Sunday 2- Monday 3- Tuesday 4- Wednesday 5- Thursday 6- Friday 7- Saturday
19) Opening Hours of store: 1- 8:30 , 2- 9:00, 3- 9:30, 4- 10:00, 5- 10:30, 6-11:00
20) Closing hours of store : 1-9:00, 2- 9:30, 3- 10:00, 4- 10:30, 5-11:00, 6-11:30
21) Open late on any evening : 1 – Yes 2 – No
If Yes, Which night: 1- Sunday 2- Monday 3- Tuesday 4- Wednesday 5- Thursday 6- Friday 7- Saturday What hours: 1- 10:00, 2- 10:30, 3-11:00, 4-11:30, 5- 12:00, 6- 12:30, 7-1:00
22) Crowds at opening hours : 1 – Yes 2 – No If yes, which day: 1- Sunday 2- Monday 3- Tuesday 4- Wednesday 5- Thursday 6- Friday 7- Saturday
23) Crowds at Closing hours : 1 – Yes 2 – No If yes, which day: 1- Sunday 2- Monday 3- Tuesday 4- Wednesday 5- Thursday 6- Friday 7- Saturday
24) Extend hours before any festival: …………………………………………… 25) Decrease in any days sale…..…………………………………………………
26) Increase sale in any special department.………………………………………
27) Percentage of business done in evening….……………………………………..
28) Rank days of week according to sale :
Days 1st 2nd 3rd 4th 5th Monday Tuesday Wednesday Thursday Friday Saturday Sunday