ABSTRACT                                                                                                  

The project comprises of data collected from
customers purchasing products from the local Kirana store and the Reliance
Fresh department store in the Bistupur area of the town Jamshedpur. Questions
were asked to 5 women purchasing from kirana store and 5 women purchasing from
Reliance Fresh department store to determine the difference in their purchasing
behaviour.

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                 OBJECTIVES OF THE STUDY

·       To
understand the purchasing behaviour of customers purchasing from Kirana store
and Reliance Fresh store.

·       To
understand the spending practice of the Kirana store and Reliance Fresh store
customer.

·       To
understand the factors that influence the purchasing behaviour of customers of
the Kirana store and Reliance Fresh store.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

                                               INTRODUCTION

The purchasing behaviour is important as it
shows us how a customer chooses, purchases, uses and then disposes the product
and if or not is satisfied with the product. The behaviour is also of great
importance to the retailers as it helps them decide and imply the marketing
strategies. This differs for customers depending on the stores and the product
to be purchased.

The Indian Retail sector has
come off age and has gone through major transformation over the last decade
with a noticeable shift towards organised retailing. A T Kearney, a US Based
global management consulting firm has ranked India as the fourth most
attractive nation for retail investment among 30 flourishing markets.

 

The retail market is
expected to reach a whooping Rs. 47 lakh crore by 2016-17, as it expands at a
compounded annual growth rate of 15 per cent, accordingy to the ‘Yes
Bank – Assocham’ study.

 

The retail market, (including
organised and unorganised retail), was at Rs. 23 lakh crore in 2011-12.
According to the study, organised retail, that comprised just seven per cent of
the overall retail market in 2011-12, is expected to grow at a CAGR of 24 per
cent and attain 10.2 per cent share of the total retail sector by 2016-17.

 

In terms of sheer space, the
organised retail supply in 2013 was about 4.7 million square feet (sq ft). This
showed a 78 per cent increase over the total mall supply of just 2.5 million sq
ft in 2012.

 

 

 

 

 

ANALYSIS

KIRANA
STORE

Mentioned
below is a survey conducted for the people who visit the Kunti Store (kirana
store) in Jamshedpur. The following are the questions asked and the analysis of
their responses.

1.

Scale ->
Likert (1-very rarely to 5- very often)

The graph
shows that a majority of the participants visit the kirana store quite
regularly.

2.

Scale->
Likert (1-very irrelevant to 5-very relevant)

The graph
shows that most participants want the kirana store to be easily accessible.

3.

The pie
chart depicts that people going to the kirana store spend in the range of
Rs0-Rs1000 with majority spending between Rs500-Rs1000.

 

4.

Scale
->Likert (1-very irrelevant to 5-very relevant)

The graph
depicts that ambience of the store is relevant for most people.

 

 

 

 

5.

Scale
->Likert (1-very irrelevant to 5-very relevant)

The
participants are partially inclined towards having a variety of products to
choose from.

 

6.

Scale
->Likert (1-very irrelevant to 5-very relevant)

The graph
shows that an equal proportion of participants being neutral as well as
considering the factor important.

 

 

FINDINGS (Kirana Store)

First, it is
evident from the pie chart that lower income and middle class women consumers
make purchases at the Kirana stores.

Most of the
participants are regular visitors of the store. The majority considers
accessibility a relevant factor for ease of purchase nearby their homes.

Jamshedpur
being a place crowded with educated service professionals, the majority of
women give importance to the ambience of the store.

The variety
of products and the staff etiquette have a divided opinion as an equal portion
do not give much importance to it and are neutral about it while the other half
considers it slightly relevant.  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

RELIANCE
FRESH STORE
(DEPARTMENT STORE)

Mentioned
below is a survey conducted for the people who visit the Reliance Fresh in
Jamshedpur. The following are the questions asked and the analysis of their
responses.

 

1.

Scale ->
Likert (1-very rarely to 5- very often)

The graph
shows that a majority of the participants visit the department store quite
regularly.

 

 

 

 

 

 

 

 

2.

Scale
->Likert (1-very irrelevant to 5-very relevant)

The graph
depicts that a majority of participants consider accessibility to be relevant
while the rest are neutral about it.

 

3.

The graph
depicts that all participants spend Rs.1000 and above with the vast majority
spending in the range of Rs.1500-2000.

 

 

 

 

4.

Scale
->Likert (1-very irrelevant to 5-very relevant)

The graph
shows that the ambience of the store is an important factor for most of the
participants.

 

 

 

 

5.

Scale
->Likert (1-very irrelevant to 5-very relevant)

The graph
clear depicts that most of the participants demand variety of products in the
store to choose from.

 

 

6.

Scale
->Likert (1-very irrelevant to 5-very relevant)

The graph
shows that people consider the etiquette of the staff working an important
factor to make a purchase from that store.

 

 

 

 

 

 

 

 

 

 

 

 

FINDINGS (Reliance Fresh Department Store)

First, it is
can be seen from the pie chart that mostly high income households and middle
class people purchase from the department store.

The majority
of the participants are regular visitors of the store. The accessibility of the
store has a divided poll as participants have accepted that fact that most
department stores are in the commercial areas which is not near to the
residential areas.

The variety
of products is considered highly relevant as these income groups have the
purchasing potential to buy newer, better and different products.

The staff
etiquette and the ambience is considered relevant by most participants while a
small portion is neutral about it. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

CONCLUSION

 

After conducting this survey, it can be said
that the women participants had a few factors which they kept in consideration
prior to the purchase of any product from the stores. Factors such as
accessibility, ambience, variety of products and employee etiquette were
considered.

 

These factors helped the women participants
purchase from the Kunti Stores (kirana stores) or from Reliance Fresh
(department store).

Tc

          This survey
helped in understanding the purchasing behaviour of several   

         
women buyers in the Bistupur area of Jamshedpur.