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Consumer Perception of Retail Outlets: A Comparative Study of Big Bazaar and More Megastores
Email: zainualbashar@in.com,vikksecb@gmail.com, rbyadav1988@gmail.com Abstract
This study focuses on the Consumer Perception of Retail outlets: A comparative study of Big bazaar and More mega store. With the help of consumer perception of retail outlets increase their sale and provide total customer satisfaction. These Retail Outlets increase the India as well as in all over the world The term consumer perception refers to the perception that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they will expect will satisfy their needs.To study and compare consumer perception for Big bazaar as well as More Megastore. The sample size used in the study consists of 100 respondents of which 50 are consumer of Big Bazaar and 50 are consumer of more megastore retail outlets. The study conducted is analytic in nature aimed at finding out the consumer perception of retail outlets and Big Bazaar and More megastores. The conclusion of the study was that the suggestions were the increase After having analyzed interpreted the findings. It is concluded that consumer perception of retail outlets play a significant role to enhance the perception with consumers and provide total consumer satisfaction. It signifies that several factors, then after set hypothesis to accept and reject hypothesis. The dimensions factor like, PERSONALISATION, FACILITIES, RESPONSIVNESS, FLEXIBILITY, COURTESY, PRIVILIGES TO REGULAR CUSTOMER, EMPATHY, PARKING SPACE Which consumers get influenced about a big bazaar and More mega store, these are all the identified factor of Consumer perception of Retail Outlets in the study, increase the sell of retail outlet and create good brand image in the mind set of consumers.The study for future study is that is to feel up form with consumers sensuously and take interview of consumer, who walking in the shop floor of Retail Outlet. And to know in-depth psychology and perception of consumers, it will give better result for study.
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of 60,000 square feet, across a wide range of categories including Fresh Fruits and Vegetables, Large range of Personal Care products, Youth Fashion, Footwear, Luggage, Steel Utensils and other Home needs, Kids toys, Sports, Local foods, Latest electronics, mobiles and computers, Clothing and Footwear for ladies, men and children. ABRL has already 640 supermarkets and three other Hypermarkets across country. iv.
Retailing In India
Total retail sales in India will grow from US$ 395.96 billion in 2011 to US$ 785.12 billion by 2015, according to the Business Monitor International (BMI) India Retail Report for the second-quarter of 2011. Strong underlying economic growth, population expansion, the increasing wealth of individuals and the rapid construction of organized retail infrastructure are key factors behind the forecast growth. With the expanding middle and upper class consumer base, there will also be opportunities in India's tier II and III cities.A retailer is a business that sells products and services to for their personal or family use. A retailer is the final business in the distribution channel that links manufacturer with consumer.
Manufacturing
Wholesaler
Retailer
Consumer
Diagram 1: Retail position with the distribution channel. India has the largest number of retail outlets in the world 12 million of which no less then 5 million sell food and related products. A part from a few large players in the market, such as IJNPME,ISSN:22500839,Volume2Issue12012
kishore Biyani Big bazaar, Aditya Birla More Megastore and Mukesh Ambani Reliance Fresh, the sector is largely fragmented.
v. Malls:
The form of organized retailing today. Located mainly in Metro cities, in proximity to urban outskirts. Range from 60,000 sq ft to 7, 00,000 sq ft and above. They lead and ideal shopping experience with an amalgamation of product, service and entertainment, all under a common roof. Shoppers stop, Pantaloon.
image. Consumers perception of store image is based, in part, on functional qualities that the store may possess, and by other, less tangible or psychological attributes (Lindquist 1974). Lindquist analyzed over 20 studies dealing with store image formation and identified 35 different aspects that in reveal any prior studies where clustering techniques had been used to study consumers perceptions of stofluence store image formation. These were grouped into nine broad categories, including: merchandise, service, clientele, physical facilities, convenience, promotion, store atmosphere, institutional attributes, and post-transaction satisfaction. Mazursky and Jacoby (1986) conducted a similar analysis and verified that merchandise related aspects (such as quality, pricing and assortment), and service related aspects (such as quality in general and salespersons service) are among the most important components of store image. A 1994 study by Baker, Grewal and Parasuraman confirmed that the store image literature suggests there are linkages between merchandise and service quality, and store image. A later study by Baker, Grewal and Voss (2002) also confirmed that service quality was a key determinant of store image. Given the prevalence in the literature of merchandise and service as two key determinants in the formation of store image, these two attributes were selected for this present study to gauge consumers perceptions of retail stores. These attributes were incorporated in this study by obtaining consumer similarity judgments on retailers service quality and merchandise quality. The clustering of retail stores based on these two attributes will yield a better understanding of competition within the retailing industry. This is of interest from a strategic marketing standpoint in that many off-price retailers carry the same quality merchandise as other, higher priced retailers (namely, department stores and specialty stores). In previous years, competition within the retail sector was more clearly delineated in that department stores tended to compete with other department stores; and in general, stores of a specific type tended to compete with like stores in reality, these distinctions (at least with regards to merchandise quality) may not be as clear today since off-price retailers often carry the same merchandise as specialty and department stores. No longer can the competition be viewed as narrowly merely by store type - as it had been in the past for purposes of marketing strategy development. Off-price retailers strive to convince consumers that their product quality is comparable to that of department stores. This study will enable us to confirm whether consumer perceptions of product quality will also yield information that would be of strategic interest to retailers.
3. Research Methodology
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i. The Study
The study conducted is analytic in nature aimed at finding out the consumer perception of retail outlets and Big Bazaar and More megastores.
4. Results
The factors have been identify by crusting be statement of similar types. Finally factor have been formed which one as follows.
Factor 1: Personalization H01 (Null Hypothesis): There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Personalization. Stores Big bazaar More mega store Respondents n=50 n=50 Mean x1 = 14.74 x2 = 14.56 Standard Deviation SD.1=1.651345 SD.2=1.402039 Z=0.261135 Z value
Therefore, Ho1 is accepted. There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Personalization. Factor 2: Facilities H01 (Null Hypothesis): There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Facilities. Stores Big bazaar Respondents n=50 Mean x1 = 22.8 Standard Deviation SD.1=2.52336 Z value Z=3.006634
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n=50
x2 = 21.22
SD.2=2.727711
Therefore, Ho1 is rejected. There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Facilities. Factor 3: Responsiveness H01 (Null Hypothesis): There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Responsiveness. Stores Big bazaar More mega store Respondents n=50 n=50 Mean x1 = 10.26 x2 = 10.1 Standard Deviation SD.1=1.20898 SD.2=1.24949 Z=0.65723 Z value
Therefore, Ho1 is accepted. There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Responsiveness. Factor 4: Flexibility H01 (Null Hypothesis): There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Flexibility. Stores Big bazaar More mega store Respondents n=50 n=50 Mean x1 = 14.08 x2 = 14.1 Standard Deviation SD.1=1.397374 SD.2=1.606746 Z=0.066414 Z value
Therefore, Ho1 is accepted. There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Flexibility. Factor 5: Courtesy H01 (Null Hypothesis): There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Courtesy. Stores Big bazaar More mega store Respondents n=50 n=50 Mean x1 = 6.84 x2 = 7.1 Standard Deviation SD.1=1.056757 SD.2=0.952976 Z= 1.291983 Z value
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Therefore, Ho1 is accepted. There is no significance difference in the consumer perception practices adopted by Bigbazaar and more mega store regarding Courtesy. Factor 6: Privileges to regular customers H01 (Null Hypothesis): There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Privileges to regular customers. Stores Big bazaar More mega store Respondents n=50 n=50 Mean x1 = 6.74 x2 = 7.24 Standard Deviation SD.1=1.274715 SD.2=0.893514 Z=2.271196 Z value
Therefore, Ho1 is rejected. There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Privileges to regular customers. Factor 7: Empathy H01 (Null Hypothesis): There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Empathy. Stores Big bazaar More mega store Respondents n=50 n=50 Mean x1 = 5.92 x2 = 5.42 Standard Deviation SD.1=1.651715 SD.2=1.591369 Z= 1.591369 Z value
Therefore, Ho1 is accepted. There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Empathy. Factor 8: Parking space H01 (Null Hypothesis): There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Parking space. Stores Big bazaar Respondents n=50 Mean x1 = 4.56 x2 = 4.58 Standard Deviation SD.1=0.501427 SD.2=0.498569 Z= 0.2 Z value
There is no significance difference in the consumer perception practices adopted by Big bazaar and more mega store regarding Parking space. IJNPME,ISSN:22500839,Volume2Issue12012
study like the Personalization, Facility, Responsiveness, Flexibility, Courtesy, Privileges to regular customer, Empathy and Parking space.
6. References
i. Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image.Jouranal of the Academy of marketing science. ii. Doyle, P. & Fenwick, I. (1974). How store images affect shopping habits in grocery chains. Journal of retailing. iii. Jain, A.K. & Etgar, M. (1976). Measuring store image through multidimensional scaling of free response data. Journal of retailing. iv. Mazursky, D. & Jacoby, J. (1986). Exploring the development of store images. Journal of retailing. v. Chowdhury, J., Reardon, J. & Srivastava, J. (1998). Alternative modes of measuring store image: an empirical assessment of structured versus unstructured measures. vi. Journal of marketing theory and practice.
7. Appendices QUESTIONNAIRE
Dear Respondent, I am doing a major research project on consumer perception of retail outlets so I request you to kindly help me by filling up this questionnaire. The information given by you will be used purely for academic purpose and will be kept confidential. Thanking you, Zainual Bashar,Rambalak & Vikram
PERSONAL INFORMATION NAME:. OCCUPATION:.. GENDER: AGE: 15-25 Male ( ) Female ( ) ( ) 45-55 ( ) More than 55 ( ) Rs. 20,000 to Rs.40,000 p.m. ( ) More than Rs.50,000 p.m. ( )
( ) 25-35 ( ) 35-45
FAMILY INCOME GROUP Less than Rs.10,000 p.m. ( ) Rs. 10,000 to Rs.20,000 p.m. ( ) Rs. 40,000 to Rs. 50,000 p.m. ( )
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Please tick the relevant for the following as per your experience on the basis of:Strongly agree - 5, Agree- 4, Neutral- 3, Disagree- 2, Strongly Disagree- 1
The Retail Outlet that I often visit is kindly choose Big bazaar/ More Megastore
Parameter
Response
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.
I get good quality products at my Retail Outlet. The Retail Outlet provides me sufficient information regarding product features. Sufficient information regarding product price is provided at Retail Outlet. The Retail Outlet provides me sufficient information regarding product durability. The Retail Outlet provides any information regarding special schemes to me personally by mail or phone. Fair price policy is followed by the Retail Outlet. The Retail Outlet provides free passes for special event/ shows. The Retail Outlet exchange the products without hassles. The Retail Outlet sales person gives proper response for query. The Retail Outlet provide discount or rebate to regular customers. The Retail Outlet provides new items according to the changing to the changing needs of the customers The Retail Outlet provides value added services (credit cards) facility to consumers. The behavior of employees is good. The Retail Outlet provides coupons or points on bulk purchasing. The Retail Outlet provides credit facility to customers. The Retail Outlet tries to take personal interest in each customer. The retail outlet handles customers complaints properly. The products offered in the retail outlet are of good quality. The Retail Outlet has clean drinking water facility. The Retail Outlet has the separate zone for kids.
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The Retail Outlet frequently asks for suggestions to customers and tries to improve the services. The ambience of the Outlet is comfortable. The employee of the Retail Outlet offers me coffee/ tea/ cold drinks etc, When I am purchases. The Retail Outlet takes part in social and charitable activities. The Retail Outlet sends cards or mail to me on special occasions like Diwali, Anniversary, New-year. The Retail Outlet provides free home delivery. The Retail Outlet has sufficient parking space.
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