A Study of Consumer Perception towards

3 Retail Chains:
 SYNOPSIS OF THE STUDY

 Objectives of The Study

 To study the retail industry in India.

 To understand the influence of advertising and promotion in

buying behaviour.

 To ascertain brand awareness of the outlets identified.

 To analyze customer satisfaction towards products and services

offered.
 METHODOLOGY
Primary Data

Secondary Data
Interviewing the Customers and Consumers Questionnaires,
Surveys,
Approaching the outlets directly

Books, Magazines, Newspapers, Blogs

 SAMPLING
• Sample Size - 75 customers/consumers
• Sample Unit - Consumers in the age group 18 to 50 years

SCOPES AND USES

 It will extend to the actual field study of these outlets in Hyderabad.
 It will give information to prospective customers.

 Help us gain independent knowledge about the consumer perception of

the outlets identified.

 The study can help the companies get additional research information.
 It facilitates evaluation of brand name and customer satisfaction.
Findings, Analysis & Interpretation
 Age of the Respondents
40

35

30

25

20

15

10

0
18-28 28-38 38-48 48-58 58-65

Percentage
18-28 28-38 38-48 48-58 58-65
7%

12%

11% 49%

21%
 Gender of Respondents
41
40
39
38
37
36
35
34
33
32
Male Female

Percentage
Male Female

47%
53%
 Frequency of Shopping
40

35

30

25

20

15

10

0
Once a week Fortnightly Once a month

Percentage
Once a week Fortnightly Once a month

19%

45%

36%
 Which Stores do you shop frequently?
25

20

15

10

0
Big Bazaar Shopper’s Stop Marks & Spencer Others

Percentage
Big Bazaar Shopper’s Stop Marks & Spencer Others

24%
31%

17%

28%
 what do you mostly shop for at the above-mentioned store?
40

35

30

25

20

15

10

0
Clothing Accessories Groceries Others

Percentage
Clothing Accessories Groceries Others
4%

35% 45%

16%
 No. of Respondents
Quality Fashion Affordability Variety All under one roof
Brand Name Service Ambience Loyalty Proximity
4%
7%
4%
27%
5%

15%
7%

13% 13%
5%
 Rank your preferences for shopping
25

20

15

10

0
Quality Brand Price Store Layout Proximity One-Stop Shop

Percentage
Quality Brand Price Store Layout Proximity One-Stop Shop

19%

31%

7%

8%

15%
21%
 Do advertisement and Promotion influence your shopping decision?

45

40

35

30

25

20
15

10

5
0
Yes No

Percentage
Yes No

44%
56%
 Which form of advertisement do you think is most effective?
45

40

35

30

25

20

15

10

0
Print TV Radio

Percentage
Print TV Radio
9%

37%

53%
 Stores Unsatisfied Satisfied Highly Satisfied Never Visited Total

Total % Total % Total % Total % Total %

Big Bazaar 20 26.67% 43 57.33% 10 13.33% 2 2.67% 75 100%

Shopper’s
Stop 9 12.00% 48 64.00% 18 24.00% 0 0% 75 100%

Marks &
Spencer 11 14.67% 41 54.67% 17 22.67% 6 8.00% 75 100%

Satisfaction Levels
100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Unsatisfied Satisfied Highly Satisfied Never Visited
 Big Bazaar
Unsatisfied Satisfied Highly Satisfied Never Visited
3%

13%
27%

57%

Marks & Spencer

Unsatisfied Satisfied Highly Satisfied Never Visited

8%
15%

23%

55%
RECOMMENDATIONS & CONCLUSION