“Bachelors of Business Administration (BBA)”

Project Management (PM)

Course code: MGT 204
Section “A”
Timing/Day: Saturday 9 to 12 a.m.
Final Assignment:
DINER’S Super Market

Shopping made easy to save money with us

Group Name’s:
Daeem Shanazzer (BB-5872)
Syed Uzair Hassan (BB-5830)
Fahad Farukh Ali (BB-5875)
Muhammad Saqib khan (BB-5628)
Huzaifa Waseem (BB-28476)
Kanwal Shahnawaz (BB-27466)

Submitted to: Sir Fakhar Shahzad

Submission Date: 28th April, 2021

1
TABLE OF CONTENTS
1 Logo, and Slogan .........................................................................................................4

2 Objective.......................................................................................................................4
3 Problem Statement....................................................................................................... 4
4 Mission, Vision, core values.........................................................................................4
5 Summary ......................................................................................................................5
6 Background …..............................................................................................................5
7 Methodology…….........................................................................................................5
8 Data Analysis…............................................................................................................6
9.1 Strength of perception of individual attributes......................................................6
9.2 Strength of perception of the factor.......................................................................6
9.3 Difference in perception of the factor due to gender.............................................7
9.4 Difference in perception of the factor due to geographical location.....................7
9.5 To investigate whether the customers have overall positive
experience…………..............................................................................................8
9.6 To investigate whether the customers have positive experience at
arrival…………………….....................................................................................8
9.7 To investigate whether the customers have positive experience during
shopping……………………................................................................................8
9.8 To investigate whether the customers have positive post-buying
experience………………......................................................................................8
9.9 To investigate whether the customers buying experience differ across four stores
of Diner’s super market………………….............................................................8
9.10 To investigate whether respondent have intention to revisit Diner’s super
market…………..………......................................................................................8
9 Gantt chart (Time-line frame)………………………………………………………..9
10 SWOT Analysis……………………………………………………………………10
11 Process costing…………………………………………………………………......11
9.11 Machinery & Equipment Requirement………………………………………...11

2
 9.12 Office equipment Requirement………………………………………………...11
9.13 Furniture and Fixtures Requirement……………………………………………12
9.14 Space Requirement............................................................................................. 12
9.15 Raw Material Requirements ...............................................................................13
9.16 Human Resource Requirement............................................................................13
9.17 Other Costs..........................................................................................................14
9.18 Revenue Generation .......................................................................................... 14
10 Annexures...................................................................................................................15

10.1 Income Statement ......................................................................................15

10.2 Balance Sheet.............................................................................................16
11 Conclusion ................................................................................................................ 17

3
 DINER’S Super Market

Shopping made easy to save money with us

Objectives:
• To identify customer’s response towards virtual/super-market stores.
• To identify the demand of virtual/super-market stores in Pakistan.
• To discover the smart phone market in Pakistan.
• To elucidate the difficulties faced by consumers in Pakistan in Physical super stores.

Shopping in supermarkets is persuaded by various factors. The objectives was to find out
how the following factors influence shoppers‟ behavior towards supermarkets -
promotions and special offers, easy access to supermarkets, geographically convenience
and locality, customer services, exploration, pricing factor, socio-economic effects,
cleanliness, aesthetics and escape from regular routine work.

Problem Statement:
“Customer’s response towards virtual/ super-market stores if it will implement in
Pakistan” Customer’s attitude and inclinations towards virtual stores for grocery
shopping if they are introduce in Pakistan using smart phone technology.
Mission:
To satisfy our partners and customers with a unique shopping experience offering quality,
variety, price and service, based on the attention and commitment of our employees.
“Committed workers, satisfied customers.”
Vision:
To be an independent, innovative, honest and sustainable cooperative in which customers
are able to choose from a wide range of goods at reasonable prices. In other words, to be
a model company and a reference in the distribution sector.
“To be a reference company model in the distribution sector.”
Core Values:
To listen to the customers, the employees, the suppliers and to our environment, to
provide products, training, information, welfare, development and sustainability, and to
be responsible through commitment, honesty and respect.

4
Summary:
The technology has changed this world round the globe, every sector in each industry
make their process easier and faster by the utilization of this technology. The trend of
retail sector has changed in Pakistan since the super markets has been introduced all over
Pakistan. In the previous days people used to do grocery shopping by purchasing from
different shops, they need to find different shops one has quality but their price was
higher, other is near to home has low price of goods but quality was not fine, that
becomes problematic for customers.
The rapid growth of supermarkets chains has been observed like Imtiaz, Naheed, Metro,
and Hyper star in Pakistan and the trend of shopping in big stores are increasing day by
day. Super Stores in Pakistan so far have resolved the customer’s worries by providing
those goods that are of good quality and reasonable price. These super stores become a
shopping solution for customers; by implementing Inventory management system
software’s they maintained their stock and supply, however, issue remain still notable.
The world has been moved ahead. These super stores may become virtual shopping
stores. The idea is not new in developed countries like UK, USA however, Pakistan
where the technology is at its development stage, this new idea of introducing virtual
model shopping center is relatively new and imperative. These superstores are introduced
in many countries. These virtual stores provide customers smart phone friendly online
shopping system, now people can shop on subways in Pakistan as well if these virtual
stores will implement in Pakistan, goods will be provided to them at their door step. This
research is conducted to add value in these super market chains and investigate about
consumer’s behavior towards virtual stores which gives them same product on their door
step.
Background:
Virtual Stores are the new concept in Pakistan However it’s implementing in other parts
of the world and first introduced in South Korea by TESCO. We have chosen this topic
as physical stores are not convenient and number of working people increasing in
Pakistan, People are busy enough not have much time to go for shopping. Following are
the problems highlighted in Physical superstores that lead to the implementation of
virtual stores in Pakistan.
Methodology:
The research designs, which we use in this research is quantitative. The target population
is the customers who actually are involved in shopping for their household. We have
chosen 101 customers as a sample representing to our target population. This exploratory
study is based on 300 respondents out of which 150 males and 150 females were selected
by using Purposive Quota Sampling Method. Departmental store business is emerging as
one of the good business ventures in Pakistan as it provides all the basic merchandise
under one roof. In the late eighties a paradigm shift in grocery store science occurred.
The concept of "Self-Serving Store" was started. Customers entered the revolutionary
store and walked through a narrow maze of shelves containing groceries. They selected
their goods as they continued through the maze to a cashier.

5
Analysis:
Strength of perception of individual attributes:
“Research objective” conduct 10 factors have been identified, that influence the
consumers‟ behavior towards shopping in supermarkets. Each of these factors has several
embedded items which define it. The first analysis was conducted to understand the
strength of perception of each individual attribute.
 Bi-weekly promotions are an important attribute for the customers for shopping in
supermarkets.
 Deal of the day is an important attribute for the customers for shopping in
supermarkets.
 Occasional special offer is an important attribute for the customers for shopping
in supermarkets and so on.
 To escape from the dull job routine is an important attribute for the customers for
shopping in supermarkets.
The attributes which came out to be significantly high on importance for shopping in
supermarkets are: cleanliness, and quality food products handling and packing.
The attributes coming out to be lower in importance are: bi-weekly promotions, deal of
the day, occasional special offer, easy access to car parking area, free trolley services to
the parking area, convenient supermarket hours, easy to go as near to residence / work
area, convenient geographical location, no waiting to get staff attention, delightful
customer service, handling and trying variety of new products, original products of my
interest, new products in supermarkets, international brands, special discount on payment
through because the researcher created the null hypotheses of mean perception being 2 on
a 5 point scale.

Strength of perception of the factors:

The responses gathered on all the items within each factor were averaged to get an
overall mean perception of the factor ranging from 1 to 5 with 1 denoting highly
important to 5 denoting low importance.
 The overall promotions and special offer factor is important for customers for
shopping in supermarkets.
 The overall easy access factor is important for customers for shopping in
supermarkets.
 The overall geographical factor is important for customers for shopping in
supermarkets.
 Customer services is important for customers for shopping in supermarkets.
 Exploration is important for customers for shopping in supermarkets.
 Pricing factor is important for customers for shopping in supermarkets.
 Socio-economics factor is important for customers for shopping in supermarkets.
 Cleanliness factor is important for customers for shopping in supermarkets.

6
  Aesthetics factor services is important for customers for shopping in
supermarkets.
 The overall escape factor is important for customers for shopping in
supermarkets.

Difference in perception of the factors due to gender:

Gender is one of the most fundamental but potent variable which creates the difference in
perception about any aspect in the real world. This is nowhere more visible than in
marketing where gender is the basic demographic variable for segmentation of customers
and defines their product / brand choice. So, it was decided to determine the difference in
perception of the factors which influence shopping behavior in supermarkets, based on
the gender of the respondent.
Difference in perception of the factors due to geographical location:
Location/ place of living is the basic geographic variable used for segmentation of
customers and it also defines their product / brand choice. So, it was decided to determine
the difference in perception of the factors which influence shopping behavior in
supermarkets due to the location of the customer (urban or rural). Thus the perception of
both urban and rural customers is same for Promotions and special offers, Easy Access,
Geographically convenience, Customer services, Exploration, Aesthetics and Escape
factors.

The research questions were analyzed using descriptive and inferential statistics. The
results are briefly discussed here.
S.no Construct Mean Significant at
1 Overall Experience 3.91 0.001
2 Experimental at Arrival 3.42 0.001
3 Experience during Shopping 3.42 0.001
4 Post-buying Experience 3.62 0.001
5 Revisit intention 0.6735 0.001

RQ Comparison of Mean Significant

outlets at
Shaheed-e- NIPA Civic Seaview
Millat Center
Experience at 3.47 3.40 3.38 3.46 0.956
Arrival
Experience during 3.47 3.40 3.38 3.46 0.956
shopping
Post-buying 3.68 3.69 3.76 2.93 0.383
Experience

7
RQ1: To investigate whether the customers have overall positive experience:
It was found that the mean response was 3.91 regarding the overall experience. The value
was found significant at .001 significance level. So it is concluded that customers have
overall positive buying experience.

RQ2: To investigate whether the customers have positive experience at arrival:

It was found that the mean response was 3.42 regarding the experience at arrival. The
value was found significant at .001 significance level. So it is concluded that customers
have positive experience at arrival.
RQ3: To investigate whether the customers have positive experience during
shopping:
It was found that the mean response was 3.42 regarding the experience during shopping.
The value was found significant at .001 significance level so it is concluded that
customers have positive experience during shopping.
RQ4: To investigate whether the customers have positive post-buying experience:
It was found that the mean response was 3.62 regarding the post buying experience. The
value was found significant at .001 significance level so it is concluded that customers
have positive post buying experience.
RQ5: To investigate whether the customers buying experience differ across four
stores of Chase Up:
The questions regarding the group comparison for the given constructs were found to be
not significant. It shows that the outlets of Chase Up do not differ on the basis of
customers’ perception regarding the shopping experience.
RQ6: To investigate whether respondents have intention to revisit Chase Up:
In reply to query about the revisit intention mean response was 0.6735. The value was
found significant at .001 significance level so it is concluded that most of customers have
intention to revisit Chase Up.
Analysis was done on one hundred and forty nine respondents.63% of them were male
and 37% were female. Age distribution is skewed towards younger age group with 45.6%
are in the age group of 15 to 25years. 32.9 % belong to the age group of 26 to 35. 13.4%
belong to the age group of 36 to 45 years. While 7.4% respondents belonged to the age
group of 46 to 55 years and 0.7% aged above 55 years. 14% customers reside in Defense.
29.5% and 6.7% reside in Gulshan-e-Iqbal and PECHS respectively. While remaining
49.5% of the respondents live in the other parts of Karachi. As far as education is
concerned 3.4% respondents were having the qualification of matriculation, 11.4% were
intermediate, 28.2% were bachelor, 47.7% were masters and remaining 9.4% were
having other qualifications. Family income of the respondents show that 10.1%
respondents family income was below Rs. 25000/-. 15.4% percent belonged to family
income group of Rs.25001/- to Rs.40000/- . 24.5 % respondents belonged to the family
income group of Rs.40001/- to Rs.60000/-. 50.3 % respondents were having the family
income of above Rs.60000/-. Performance of Chase Up can be declared at least
satisfactory if not commendable.

8
Gantt chart (Time-line frame):

3 weeks project time-line:-

Assigned Week 01 Week 02 Week 03

No.
Mon Tue Wed Th Fri Sat Mon Tue Wed Th Fri Sat Mon Tue Wed Th Fri Sat
u u u
Person 1 Research
Person 2 Collect Data
Person 3 Sketches
Person 4 Oral presentation
Person 5 Finalize Presentation
Person 6 Research
Person 7 Collect Data
Person 8 Sketches
Person 9 Oral Presentation
Person 10 Finalize presentation

Installed & Operational Capacities:

With respect to the available capacity of the Diner’s departmental Store, it will offer the
following broad categories of goods to its customer.
Installed Capacity
Average Gross
Category of Items Proportion
Margin
Groceries and Food Items 55% 15%
Baby Garments and Baby Products 5% 35%
Crockery and Plastic Items 4% 30%
Soaps Detergents and Chemicals 15% 10%
Cosmetics and Artificial Jewellery 5% 30%
Ice cream and Beverages 5% 10%
Stationery and Greeting Cards/Gifts Items 1% 20%
Watches and Clocks 1% 30%
Electronic and Electrical Appliances 2% 30%
General Items 2% 15%
Bakery Items 5% 20%
Total 100%

SWOT Analysis of Diner’s Super-Market:

9
Strength:
 We offer multiple category of product line and wide range of variety.
 We have enough source to supply.
 We offer at friendly environment.
 Children corner are available with multiple amusement items.
 Home delivery.
 Skilled and committed employee.
 Every kinds of consumer items in a floor.

Weaknesses:
 Many alternatives are exists.
 Comparatively high cost.

Opportunities:
 Unavailability of super shop.
 New generation habituated to purchase anything from super shop rather from
usual bazaar.
 Change in life style.
 Increase number of outlets in potential areas.
 Good profit professional.

Threats:
 Political instability.
 Financial instability.
 Transportation problem.
 Power shortage that increase our cost.

Process- Costing:

10
Following fixed and working capital requirements have been identified for operations of
the proposed business.
Project Cost
Capital Investment Amount Rs.
Machinery & Equipment 2,264,000
Furniture & Fixtures 1,552,750
Office Vehicle (motorcycle with delivery cabin) 60,000
Pre-Operating Cost 378,000
Training Costs 14,000
Security Deposit 500,000
Office Equipment 57,000
Total Capital Investment 4,825,750
Working Capital Requirement
Initial Stock, Raw material inventory 5,595,750
Up front building rent 900,000
Cash in hand needed for three month expenses (Admin, 741,831
etc.)
Total Working Capital 7,237,581
Total Investment 12,063,331

Machinery & Equipment Requirements:

Following is the detail of equipment required for the project.

Machinery & Equipment Requirements

No. of Cost per unit Total Cost Rs.
Description
Units Rs.
Shelves and Racks @ Rs 500 per sq ft for 1500
sq ft 1 750,000 750,000
Cash drawers (model Tysso RJ 11) 3 5,500 16,500
Handy scanners (XL 6800 series) 2 6,500 13,000
Multinie barcode scanner (Libra 7050) 1 17,000 17,000
Computers + barcode readers 3 35,000 105,000
Printers for bills printing (Tysso PRP 188) 3 15,000 45,000
Software (sales + stocks + Purchase
management) 1 95,000 95,000

11
Fax machine ( Panasonic) 1 12,500 12,500
Service Trolleys 20 10,000 200,000
U.P.S for Computers 3 6,000 18,000
Security cameras with DVR recording +
installation 24 8,000 192,000
Generator (25 KVA) 1 800,000 800,000
Total 2,264,000

Office Equipment Requirements:

Following is the detail of office equipment required for the project.
Office Equipment Requirements
Unit Cost (Rs.) Total Cost
Description Quantity (Rs.)
Computer 1 35,000 35,000
Printer 1 15,000 15,000
Telephone Connection Sets 2 3,500 7,000
Total 57,000

Furniture and Fixture Requirements:

Following is the detail of furniture and fixtures required for the project.
Furniture and Fixture Requirements
No. of Cost per unit Total Cost
Description
Units Rs. Rs.
Chairs 10 3,500 35,000
Tables 3 8,000 24,000
Sofa Set for Office 1 15,000 15,000
Energy Savers for Office 500 300 150,000
Electric Fittings and Installation 1 150,000 150,000
Renovations 2,535 250 633,750
Ceiling Fans 2 2,500 5,000
Air Conditioner ( 1.5 tons) 8 60,000 480,000
Sign Board for Outside with Lights 1 60,000 60,000
Total 1,552,750

12
Space Requirement:
The proposed Diner’s store requires an area of approx. 3,120 sq. ft. It is recommended
that the store should be started at a rented premises. The main investment in this business
is of land and building, which is very high due to very expensive land in the proposed
locations and high construction cost. The rent cost of a commercial building situated in a
well-populated housing society will be ranging from Rs. 100,000 to Rs. 150,000 per
month. In this pre-feasibility the rent cost of 3,120 sq. ft. land is taken Rs. 150,000.
Following shows the covered area requirement for the proposed store:
Space Requirement
Description Area (Sq. Ft.)
Owner’s Office 120
Accounts & Procurement. Office 120
Wash rooms for Gents and ladies 120
Warehouse 225
Display / Shopping Area 2,535
Total 3,120

Raw Material Requirements:

Raw material could be purchased from any whole sale market in the city.

Human Resource Requirement:

Skilled salesmen are easily available at competitive wage rates.
Number of workers required for each department of Store is given below:
Human Resource Requirement
Salary/Month Annual salary
Positions Number
(Rs.) (Rs.)
Store Manager 1 30,000 360,000
Salesmen & Sales girls 12 13,000 1,872,000
Purchase Officer 1 18,000 216,000
Asst. Purchase Officer 1 15,000 180,000
Cashiers* 3 14,000 504,000
Helpers/Cleaners* 2 12,000 288,000
Accounts Officer 1 25,000 300,000
Warehouse Keeper 1 12,000 144,000
Security Guards* 2 13,000 312,000

13
 Total 24 4,176,000

Other Costs:
The necessary utilities are electricity, telephone and water. A three-phase commercial
electricity connection is required. Current rate of electricity for these connections is Rs
14 per kilowatt-hour. At least two telephone connections are required; one solely used for
home delivery service calls.

Revenue Generation:
Based on the capacity utilization of 50%, for 11 categories of the grocery items sales for
the shopping mall, the sales revenue during the first year of operations is estimated as
under;
Revenue Generation (First Year)
Sales
Capacity Avg. Gross Revenue
Description of items Proportion
Utilization Margin (Rs.)
Groceries & Food items
55% 50% 15% 44,550,000
Baby Products 5% 50% 35% 4,050,000
Crockery 4% 50% 30% 3,240,000
Soaps detergents 15% 50% 10% 12,150,000
Cosmetics 5% 50% 30% 4,050,000
Beverages 5% 50% 10% 4,050,000
Stationary 1% 50% 20% 810,000
Watches 1% 50% 30% 810,000
Electronics 2% 50% 30% 1,620,000
General Items 2% 50% 15% 1,620,000
Bakery items 5% 50% 20% 4,050,000
Total 100% 81,000,000
Income Statement:

Income statement 2019 2020 2021

Revenue 1,000,000 98,010,000 117,612,000
Cost of sales Raw
Material cost 67,149,000 81,250,290 97,500,348
Wages 2,412,000 2,653,200 2,918,520
Operation cost 1 (Direct labor)

14
 Operation cost 2 (Machinery
maintenance)
Operation cost 3 (Direct electricity)
1,483,920 1,632,312 1,795,543
Total cost of sales 71,044,920 85,535,802 102,214,411
Gross profit 9,955,080 12,478,198 15,397,589
General Administrative & selling
Expenses
Administrative expense 1,764,000 1,940,400 2,134,440
Administrative benefits Expenses 176,400 194,040 213,444
Building rental expense 1,800,000 1,980,000 2,178,000
Electricity expense 96,000 105,6000 116,160
Communication expense 120,000 132,000 145,200
( Phone,fax,mail,internet,etc)
Office expense 176,400 194,040 213,444
Promotional expense 405,000 490,050 588,060
Professional fees 810,000 980,100 1,176,120
Depreciation expense 166,675 166,675 166,675
Amortization of pre-opening costs 75,600 75,600 75,600
Amortization of legal, licensing, and 2,800 2,800 2,800
training costs
Subtotal 5,592,875 6,261,305 7,009,943
Operating Income 4,362,205 6,212,893 8,387,646
Gain/ (loss) on sale of office equipment
& Furniture and Fixtures.
Earnings Before Interest and Taxes 4,362,205 6,212,893 8,387,646
Interest expense on long term debt 366,089 307,644 239,270
(Project loan)
Interest expense on long term debt 549,055 461,399 358,854
(Working capital loan)
Sub total 1,049,652 972,715 667,289
Earnings Before Tax 3,312,553 5,240,178 7,720,357
Tax 550,638 1,094,553 1,924,624
Net Profit/ (loss) After tax 2,761,915 4,145,625 5,795,733
Balance sheet:
Future assumptions will not be based on past performance but rather on economic cycle
activity, regional industry strength, and future cash flow possibilities. We expect solid
growth in net worth beyond the year 2019.

Assets 2019 2020 2021

Current Assets
Cash & Bank 741,831 - - 393,702

15
 Account Receivable 3,328,767 3,678,288 4,430,589
Finished goods Inventory 2,244,938 2,716,374 3,259,649
Raw Material inventory 5,595,750 7,447,943 9,831,285 12,887,176
Pre-paid building rent 900,000 990,000 1,089,000 1,197,900
Total current Assets 7,237,581 14,011,648 17,314,947 22,169,017
Fixed Assets
Security Deposit for Rental 500,000 500,000 500,000 500,000
Building
Machinery and equipment 2,264,400 2,264,400 2,264,400 2,264,400
Furniture and fixtures 1,552,750 1,397,475 1,242,200 1,086,925
Office vehicles 60,000 60,000 60,000 60,000
Office equipment 57,000 45,600 34,200 22,800
Total Fixed Assets 4,433,750 4,267,075 4,100,400 3,933,725
Intangible assets pre-operation 378,000 302,400 226,800 151,200
costs
Legal, Licensing, & Training costs 14,000 11,200 8,400 5,600
Total Intangible Assets 392,000 313,600 235,200 156,800
Total Assets 12,063,331 18,592,323 21,650,547 26,259,542

Liabilities and Capital 2019 2020 2021

Current Liabilities
Account payable - 3,065,628 3,743,078 4,536,474
Short-term debt - 1,561,587 802,975 -
Total current liabilities - 4,627,215 4,546,054 4,536,474
Other Liabilities
Long –Term debt (project loan) 2,412,875 2,068,790 1,666,259 1,195,356
Long- Term debt (Working capital 3,618,791 3,102,738 2,499,029 1,792,775
loan)
Total long-term liabilities 6,031,666 5,171,528 4,165,288 2,988,130
Shareholder’s equity paid-up 6,031,666 6,031,666 6,031,666 6,031,666
capital
Retained Earnings - 2,761,915 6,907,540 12,703,273
Total Equity 6,031,666 8,793,580 12,939,205 18,734,938
Total Liabilities and capital 12,063,331 18,592,32 21,650,547 26,259,542
3
Conclusion:
Retail Industry has developed in Pakistan, Supermarkets chain has increased all over
Pakistan, and people are aware of online purchasing as well. Virtual Shopping Stores
Brings the concept ‘Let store come to people’. This research can be used by all leading
stores in Pakistan, this is the value addition in their services for a particular sector.
This study illuminated that consumers‟ perception is widely varied in accordance with
the one stop shop, trained and cooperative staff, comparatively low prices with respect to

16
the market, retail price discount factor, transparent invoices, and interior design and
product assortment of shelves. „Cleanliness‟ and „quality food products handling and
packing‟ appear to be highly significant elements. Additionally, cleanliness emerged as a
vital factor, including various components, i.e. „hygienic practices follow in
supermarkets‟, „cleanliness‟, and „Quality food products handling and packing‟. The
results also showed that we can conclude that the perception of male and female
consumers was highly influenced by price and aesthetic factors. Factors which were more
important for female consumers are promotions and special offers, and escape. On the
contrary, factors which were notably more important for male customers are easy access
to supermarkets, geographical convenience and location, customer services, exploration,
socio-economic effects and cleanliness. Statistical results revealed very interesting results
by extracting three most important factors that is price, socio-economic effects and
cleanliness for the rural consumers. Price was understandable factor. It played a
significant role in the buying pattern of consumer, but both the other factors represent
attention-grabbing result. The outcome of this research showed a comprehensively,
integrated framework to understand the vibrant relationships among several dimensions
of „promotion and special offers‟, easy access to supermarket ,geographically
convenience and locality ,customer services, exploration, pricing factor, socio-economic
effects, cleanliness, aesthetics and escape from routine work‟ on the consumers‟
perception. The results of this study can be an indicator for supermarkets to make the
necessary changes in their operations, targeting and communication strategies for
different geographic and demographic segment of customers.

17