A Dissertation Submitted to the SRM INSTITUTE OF SCIENCE AND TECHNOLOGY,

Kattankulathur, 603203.
In partial fulfillment of the requirements for the award of the Degree of

Bachelor of Commerce - Accounting Finance By

Assistant Professor
Department of Corporate Secretaryship & Accounting and Finance,
College of Science and Humanities
SRM INSTITUTE OF SCIENCE AND TECHNOLOGY

Department of corporate secretaryship & accounting and finance

college of science and humanities
SRM INSTITUTE OF SCIENCE AND TECHNOLOGY,
KATTANKULATHUR-603203 Tamil Nadu, India
April - 2023
 CERTIFICATE

This is to certify that the Dissertation titled “ A STUDY OF

CONSUMERS BEHAVIOUR TOWARDS SUPERMARKET” is a bona fide
record of his research work carried out by them under my guidance and
supervision.

Signature of the Guide Head of the Department

Submitted for university examination held on _______________2023 at

SRM INSTITUTE OF SCIENCE AND TECHNOLOGY, SRM Nagar
Kattankulathur, Kancheepuram District, Chennai Tamil Nadu-603-203

Date:

Internal Examiner External Examiner

 DECLARATION

I here by declare that the Dissertation titled “A STUDY ON

CONSUMER’S BEHAVIOUR TOWARDS SUPERMARKET”
Submitted by me, is my original research work. It does not form part of
any previous dissertations, thesis or reports submitted to this University or
any other Universities.

Date:
 ACKNOWLEDGEMENT

I am indebted to the University for providing me the opportunity to pursue

a degree in the prestigious Institution.

I would like to express my special thanks to the Chancellor,

ProChancellor (admin), Pro-Chancellor (academic), Vice Chancellor, and
Registrar.

It is my great pleasure to extend the heartfelt thanks to our Dean Dr. A.

Duraisamy and Deputy Dean Dr. S. Albert Antony Raj, for their
support and encouragement in the submission of the project.

I record my sincere thanks to Dr. K. Selvasundaram Professor &

Head Commerce (CS and AF) for his continuous encouragement and
motivation in completing the project.

I extend heartfelt thanks to my Project Guide Dr. M. Sivasankari for

her guidance and continuous support to the successful completion of
this project. I would like to thank all the staff members in the
department who helped me in completing the research work.
 Declaration of Association of Research Study with SDG Goals

This is to certify that the research study entitled on A STUDY ON CONSUMERS

BEHAVIOUR TOWARDS SUPERMARKET carried out by Miss. MALATHI.S Under

the supervision of Dr. M. SIVASANKARI, Assistant Professor, Department of Corporate

Secretaryship and Accounting and Finance in partial fulfilment of the requirement for the

award of Under Graduation/Post Graduation/ PDF degree has been significantly or

potentially associated with SDG Goal No.7-Ensure access to affordable, reliable, sustainable

and modern energy for all.

The study has clearly shown the extent to which its goals and objectives have been met in

terms of filling the research gaps, identifying needs, resolving problems, and developing

innovative solutions locally for achieving the above-mentioned SDG on a national and

international level.

Signature of the Student Guide and Supervisor

Head of the Department

 TABLE OF CONTENT

CHAPTER CONTENTS PAGE NO

I INTRODUCTION 7-31

II 32-42
REVIEW OF LITERATURE

III 43-61

DATA ANALYSIS AND

INTERPRETATION

IV 62-64

FINDINGS, SUGGESTIONS AND

CONCLUSION
REFERENCES AND ANNEXURE 65-68

CHAPTER – I
INTRODUCTION
INTRODUCTION

A supermarket is a self-service store that has many categories of food, drinks, and
household goods. Compared to earlier grocery stores, this type of store is bigger and offers a
wider variety of products, but it is smaller and offers a smaller assortment of goods than a
hypermarket or big-box market.
Supermarkets buy more products; their sales volume increases and things can be found
there for comparatively inexpensive prices. Less money is needed for operations. Less money
is taken in profit from customers. Due to its unique qualities, the supermarket is able to draw
in more customers. Fresh meat, produce, dairy, deli foods, baked goods, etc. may usually be
found in the store. Also, shelf space is set aside for canned and packaged goods as well as a
variety of non-food items like pet supplies, cleaning supplies, cookware, and household
cleansers. Some supermarkets also include other commonly used household goods including
clothing, alcohol (where legal), and medications. Others carry a considerably greater
selection of non-food items like DVDs, toys, sporting goods, and holiday decorations (e.g.,
Christmas wrapping paper in December).
A hypermarket is a larger full-service supermarket with a department shop attached.
Banks, coffee shops, daycare facilities, insurance (and other financial services), mobile
phone services, photo processing, video rentals, pharmacies, and petrol stations are just a few
examples of additional services. If a supermarket's restaurant is large enough, it may be
referred to as a "grocerant," a combination of "grocery" and "restaurant." The typical
supermarket takes up a sizable amount of space on one level of the building. To be handy for
customers, it is typically located close to a residential neighborhood. The availability of a
wide range of products under one roof, all at reasonable rates, is the main draw. Additional
benefits include the simplicity of parking and, frequently, the comfort of extended store
hours— sometimes 24 hours a day. Supermarkets frequently spend a lot of money on
advertising, generally in newspapers. Also, they offer sophisticated product displays within
the stores. Supermarkets are frequently chain stores that receive their supplies from
the parent firms' distribution centres, boosting the potential for economies of scale. Because
of their size and purchasing power, supermarkets are able to negotiate lower pricing from
producers, allowing them to provide products at comparatively inexpensive costs. By paying
for items at least 30 days after receiving them and some negotiating credit terms of 90 days
or longer with vendors, they also reduce the cost of financing. In an effort to draw customers
into their store, some
 1

products (usually everyday foods like bread, milk and sugar) are occasionally sold at a loss.

Supermarkets compensate for their poor margins with high sales volumes and
merchandise with higher margins that draw in customers.
There was once a time, when grocery shopping, that customers asked shopkeepers for each
item to be fetched from the shelves. Many products were measured and weighed for the
customer’s wishes, as goods were not individually wrapped or packaged. This made
shopping a slower process, and, as more staff were involved, more expensive.
As consumer-culture and car ownership grew through the 1950s and 1960s, so too did the
model of supermarkets - increasingly to larger self-service all-purpose super-stores that
shoppers drive to on the edges of towns and cities.
Today, supermarkets are arguably the main way we do our grocery shopping.
Supermarkets gave us more freedom, allowing us customers to choose our products, and, by
or large, keep these private without the whole store hearing our choices.
Increasingly stores offer services beyond groceries: for example, banking, post offices,
alcohol sales, clothing. Supermarket brands have become multinational brands operating in
many countries. This has led to criticism of supermarkets as a business model. Their
interactions with suppliers, the necessity to have additional packaging as well as their food
waste from their product distribution models can be questioned from environmental and
ethical standpoints.
In supermarkets, we find lots of regional variety and differences. Many of us know the
feeling of 'exploring' a supermarket in a foreign country - finding new products and brands
we’ve never seen before. And also discovering familiar similarities.

IDENTIFICATION OF CUSTOMERS
The terms customer and consumer are not synonymous. A customer is a purchaser of a
product or a service; a consumer is a user of a product or a service. Bed-ridden invalids in
hospitals are food consumers but hardly food store customers. Purchasers of rat poison are
not the consumers of the product. Identification of customers seeks to ascertain who the
customers are. It is not sufficient to study buying behavior patterns without knowing whose
buying behavior is involved. Hence it is necessary to identify the competition and origin of
customers.
 2
ORIGIN OF CUSTOMERS
Where do a store's customers come from? What is the geographic distribution of their
homes and how far do they travel to the store? The answers to these questions supply useful
data on customer origin, which in the sense used here is a composition characteristic. Origin
tells us whether the customer is a large-city apartment dweller, a suburbanite, a ruralite, a
transient, and so on. The food buying behavior pattern of a customer who lives in a congested
apartment area of a large city is markedly different from the rural customer who has a large
vegetable garden and a home freezer.

CONSUMER BEHAVIOUR
Consumer behavior is the scientific approach of the process consumers apply to select,
secure, employ and dispose of products and services that satisfy their requirement &
Knowledge of customer behavior directly influences marketing strategy (Anderson, 2005).
This is because of the marketing concept, i.e., the idea that firms exist to satisfy customer
needs (Winter, 2000). Firms can satisfy those needs only to the extent that they understand
their customer & for this reason, marketing strategies must incorporate knowledge of
consumer behaviour into every facet of a strategic marketing plan (Solomon,2002). In the past
25 years, consumers worldwide have become more knowledgeable, discriminating, and gained
more purchasing ability. Simultaneously, retail forms have proliferated rather than diminished,
and a complex set of consumption options are available (Berry, 1995 and Jones, 2003)
concluded that consumers have changed and that the most notable change is in their patronage
of food retail outlets other than supermarkets. Popkowski (2004) found that there are different
segments of shoppers and different retail formats serve these different segments of shoppers.

CONSUMER
The consumer production Act 1986 defines ‘Any person who buys any goods or avail
services for personal use, for a consideration.”
 3

DEFINITION
According to “WALTLER AND PAUL” consumer behavior is the process whereby
individual decide whether, what how and from when to purchase goods and services. The
while consumer behavior consists of physical and mental activities or exercises. It is important
to note that consumer behavior never remains fixed but it is ever changing. Various such as
psychological, economical and sociological factors.

EVOLVING CONSUMER BEHAIOUR

Indian consumers today lay greater emphasis on the experience and enjoyment that come
with it. Enjoying the simple pleasures of life, working to earn that enjoyment, and enjoying
the small dreams that come true with the help of brands, new products and services are the
top priorities among Indians. People are willing to spend money but their expectations of
return from every rupee spent are much more than what they were earlier.
Consumers today are seeking better deals and better bargains, and are looking to get more
than what they bargained for, not just from a product but also from the entire experience.
Indian consumers are known for a high degree of orientation toward value. Such orientation
toward value has marked Indians as one of the most distinguishing consumers in the world.
Thus, even the luxury brands have to figure a special pricing strategy to achieve a footing in
the Indian market. There have been lot of changes in consumer behavior which has led to
changes in the shopping pattern of the country and also in shop formats. There has been a
development of multiple storied malls, shopping centers and complexes with eateries,
shopping and entertainment that contribute to the growth and modernization of the retail
sector in India.

CONSUMER PREFERENCE
Consumer preference refers to actions a person takes in buying and using goods and
services, including the mental and social processes that come before and after these actions.
Normally, Consumer Buying Decision Process is a very complex phenomenon involving six
stages namely, “Problem Recognition”, “Information Search”, “Evaluation of Alternatives”,
“Purchase Decision”, “Purchase” and “Post-Purchase Evaluation”. Various marketing-mixes,

psychological, situational and socio-cultural factors influence the buying decision of an

individual as well as that of a household, shaping someone as a separate consumer than others.
Consumer opinions and preferences should be the basis for marketing. Consumer wishes and
desires should form the basis for marketing strategies. Consumer preferences are partly

dependent on what is obtainable in the market, and partly on what consumers consider to be
ideal products or services (Van Raaij, 1986). Consumer preference refers to the consumers‟
hierarchical prioritization of the stores as a result of their support of such stores. In essence, it
is the liking of consumers for certain stores over others (Thang & Tan 2003).

CUSTOMER BUYING BEHAVIOR PATTERNS

To buy is to purchase. To shop is to visit business establishments for inspection or
purchase of goods. There fore shopping is an element of customer behavior in buying. A
customer placing an order over the telephone is buying, not shopping. For this reason it may
be desirable to standardize on the use of the term buying rather than shopping when the
totality of customer behavior is under consideration. Customer buying behavior patterns can
be grouped in relation to: 1. Place of Purchase
2. Items Purchased
3. Time and Frequency of Purchase
4. Method of Purchase
5. Response to Sales Promotion Devices.

HISTORY OF SUPERMARKET
 In the early days of retailing, all products had to be fetched by an assistant from shelves
on one side of a counter while the customers stood on the other side and pointed to what they
wanted. Also, many foods did not come in the individually wrapped consumer-size packages

taken for granted today, so an assistant had to measure out the precise amount desired by the
consumer. These practices were obviously labor-intensive and therefore quite expensive. The
shopping process was slow, as the number of clerks employed in the store limited the number
of customers who could be attended at one time.

FIRST SUPERMARKET
The opening of Piggly Wiggly, the first contemporary American supermarket, 100 years
ago brought about a lot more changes than just that. On September 11, 1916, in Memphis,
Tennessee, Clarence Saunders inaugurated the first Piggly Wiggly. Before that customers
had to give their shopping lists to the clerks, who would then pick out the goods. Thus, food
was more expensive due to higher staff costs. As you can see from these archive photos, this
retail model became hugely popular and many supermarkets followed suit to self-service in
the ensuing years. Piggly Wiggly is now a chain of over 600 stores across the Midwest and
Southern US, but a somewhat smaller operation than at its early 1930s peak, when it had over
2500. The store at 79 Jefferson Avenue no longer exists sadly, but a replica can be found in
the Pink Palace Museum and Planetarium in Memphis, which was also built by Piggly
Wiggly founder Clarence Saunders.

The general trend in retail since then has been to stack shelves at night and let the
customers get their own goods and bring them to the front of the store to pay for them.
Although there is a higher risk of shoplifting, the costs of appropriate security measures will
be ideally outweighed by the economies of scale and reduced labor costs.
According to the Smithsonian Institution, the first true supermarket in the United States, and
the world, was opened by ex-Kroger employee Michael J. Cullen, on August 4, 1930, in a
6,000 square foot (560 m²) former garage in Jamaica, Queens, New York. The store, King
Kullen, named for King Kong, operated under the slogan "Pile it high. Sell it low." The main
difference between this store and the Piggly Wiggly stores was that Cullen's store was much
larger, and they stocked national brands of food that were not easily found at neighborhood
markets. The rise of the refrigerator also gave Cullen the idea to install a parking lot near the
supermarket so people could buy large quantities of food for storage. When Cullen died in
1936, there were 17 stores in operation.
Existing grocery chains like Kroger and Safeway at first resisted Cullen's idea, but eventually

6
were forced to build their own supermarkets as the North American economy sank further
into the Great Depression and consumers became price-sensitive to a degree never seen
before. Kroger took the idea one step farther and pioneered the first supermarket surrounded
on all four sides by a parking lot. Soon, other supermarkets popped up, using the ideas that
Cullen had originated to attract many consumers.
Supermarkets proliferated in Canada and the United States after World War II.
Throughout the 1950s, supermarkets spread into Europe. The rest of the world accepted
supermarkets throughout the 1960s, 1970s, and 1980s, with some parts of Asia accusing the
major supermarket chains of promoting westernization. Supermarkets rose to prominence in
Africa in the 1990s, spreading rapidly through eastern and southern Africa.[5]
North American supermarkets are often co-located with smaller retailers in strip malls and
are generally regional rather than national. Kroger is probably the closest thing to a national
chain in the United States but has preserved most of its regional brands like Ralphs, City
Market, and King Soopers. In Canada, the largest food retailer is Loblaw Companies. Loblaw
Companies operates grocery stores across Canada under a variety of regional names such as
Fortinos, Zehrs, and the largest Loblaws (named after the company itself). Sobeys is
Canada's second largest supermarket with locations across the country, operating under many
banners (Sobeys, IGA in Quebec locations). In the United Kingdom, Tesco is the largest
chain of supermarkets followed by ASDA and Sainsbury's.
In many parts of the world, the proliferation of out-of-town supermarkets has been blamed
for the disappearance of smaller, local grocery stores and for increased dependency on the
automobile (and the consequent traffic). In particular, some critics consider the practice of
selling loss leaders to be anti-competitive, and are also wary of the negotiating power large
retailers have with suppliers. Supermarkets own much of the food retail in many countries. In
the United States, 70 percent of the food retail is controlled by supermarkets. The figure is
similar in Europe. The rise of supermarkets in Asia, South America, and Africa places
supermarkets in control of about 55 percent of all food retail in the regions.
It was formerly common for supermarkets to give trading stamps. Today, most supermarkets
issue store-specific "members cards," "club cards," or "loyalty cards" which are scanned at
the register when the customer goes to checkout. Typically, several items are given special

discounts if the credit card-like devices are used. Today supermarkets face price competition
from discount retailers such as Wal-Mart and Zellers (non-union labor and greater buying
power) and warehouse stores such as Costco (savings in bulk quantities).

TYPICAL SUPERMARKET MERCHANDISE

Larger supermarkets all over the world typically sell many different types of items, such
as:
Alcoholic products (where provincial/state and/or local laws allow)
Baby foods and products
Bakery
Books, newspapers, and magazines, including supermarket tabloids
Bread
Car care products
Confectionery
Cosmetics
Dairy products
Diet foods
Electrical items
Feminine hygiene products
Flowers
Frozen foods
Fruits and vegetables
Greeting cards
House cleaning products
Meat
Medicines and first aid items (mostly over-the-counter, some supermarkets have pharmacies)
Non-alcoholic beverages, such as refreshments and water
Personal hygiene and grooming products
Pet foods and products
Rice
Seeds
Spices
Snacks
Wheat
8
Some countries expand their supermarkets to include products that are not related to food and
necessary items, such as music CDs, movies, and clothing.
Criticisms
Supermarkets are criticized for being not being environmentally supportive. Many
supermarkets have initiated new environmental protection policies and switched to organic
options for food choices, but some of these changes are deceptive. The new environmental
policies are hand in hand with the same problems that supermarkets have always had.
Changes are a step in the right direction, but the supermarkets still create pollution. The
organic food that many markets provide are not from independent farms, as many
supermarkets would have customers believe, but rather come from farms owned by
transnational corporations. Many supermarkets have started stealing methods of organic
farming to sell their produce, while shutting out organic farmers from doing business with
them in order to maximize profit.
It is suggested that supermarkets create a skewed perspective on the development and
production of food. Surveys have shown that people are less informed on where their
produce comes from, and are unable to identify how certain foods are made, including such
obvious staples as milk and potato chips. Supermarkets import out of season fruits and
vegetables, which ensure a constant supply while forcing laborers to work in stifling
conditions for low wages, raising humanitarian and labor issues.

RETAILING: AN OVERVIEW
Retailing encompasses business activities involved in selling goods and services to
consumers for their personal, family, or household use. It includes every sale to the consumer.
Retailing is an important field to study because of its impact on the economy. Retailing is a
major part of world commerce. Retail sales and employment are vital economic contributors,
and retail trends often mirror trends of a nation’s overall economy (Berman and Evans 2008).
Retailing is not only an important aspect of the economic structure but very much a part of our
lives. Although trading of goods has been in existence since ancient days, it is only in the
recent past that the buying and selling of goods has become more official and a brand
dominated movement. Today retailing is evolving into a global, high-tech business (Nair,
2006).
Some of the important causes for the developments in the consumer demand for retail outlets

could be the growing middle class of consumers with high disposable incomes, rise in
consumer ambition levels and global lifestyles due to media exposure (Nair, 2006). Retailing
has become a very popular method of conducting business because there is an easy access to
a variety of products, freedom of choice and higher levels of consumer service. The ease of
entry into retail business results in violent competition and better value for consumers. To
enter retailing business is easy and to fail even easier. Therefore, to survive in retailing, a
company must do an excellent job in its primary role, i.e., catering to the needs and wants of
consumers. Over the last decade there have been comprehensive changes in the general
retailing business. For instance, a strictly made-to-order market for clothing has now changed
into a ready-towear market. Flipping from side to side in a catalogue, picking the right colour,
size, and type of clothing a person wants to purchase and then waiting to have it sewn and
shipped was the typical practice in earlier days. By the turn of the century, some retailers set
up a store from where people could browse, while new pieces were being sewn or
customized in the back rooms. Almost all retail businesses have undergone similar changes
over the years. A major development in recent times has been the emergence of varied retail
formats that have started operating in most product categories. For instance, there are large
department stores that recommend a huge assortment of goods and services.

HOW SUPERMARKET WORKS?

 A supermarket firm performs its duty by purchasing and assembling a large variety of
products from many suppliers, organizing and distributing them as needed to a chain of retail
locations for sale to local customers. They also minimize financing costs by paying for goods
at least 30 days after receipt and some extract credit terms of 90 days or more from vendors.
Certain products (typically staple foods such as bread, milk and sugar) are very occasionally
sold as loss leaders so as to attract shoppers to their store. Supermarkets make up for their
low margins by a high volume of sales, and with of higher-margin items bought by the
attracted shoppers.

Self-service with shopping carts (trolleys) or baskets reduces labor costs, and many
supermarket chains are attempting further reduction by shifting to self-service check-out.

10

MARKETING STRATEGIES USED BY SUPERMARKETS:

I think all of us know we’re being swindled by marketing. We’re bombarded by Facebook
and

Instagram ads, billboards, ‘sponsored posts’, whatever. But I don’t think any of us actually
think we’re BEING swindled. Supermarkets use this strategy to get us buy things from them.
It is no secret that supermarkets have long been pouring large quantities of money into
marketing their businesses in the hopes of increasing their customer expenditure. By taking
into account customer and social behaviors, you can build a successful supermarket
marketing plan that will increase your sales and boost your profits. Not only that, but there
are new methods and technologies to create these promotions that are not widely known.
Using high productivity marketing applications, promotional campaigns that wouldn’t have
been realistic now make sense as a sustainable way of building a retail business.

PERSONALIZED IN-STORE ADVERTISEMENTS & POINT OF SALE:

Using in-store supermarket advertisements and announcements, you can inform your
customers of any promotional offers in the specific areas of the store that they need to find
things. You should always advertise with your branding; it should match your general store’s
color palette and typography so that your customers can begin to create strong and positive
associations with your brand. High-impact marketing showing the current offers at a large
size – either digitally or in printed form – can have a big impact on consumers. Multi pack
offers, discounts and 3 for the price of 2 offers entice users to spend more. The question is
how do you achieve this impact in a sustainable way? It starts with strong brand design using
the elements of design that create impact – typography, color and images. By having your
agency or graphic designer create templates for these elements, you can easily populate those
templates with your promoted items. Here are some ideas for point of sale items; Large
hanging signs over aisles and for end of aisle campaigns Digital signs which are displayed on
screens ‘Shelf Talkers’ which catch the shopper’s attention as they pass by Pricing cards
which emphasize the product and the offer.

11

HIGH SPEED DESIGN WITHOUT USING AN AGENCY OR A DESIGNER

Have you been spending a considerable amount of money on designers and agencies for
your business to get your key marketing messages across? Are your emails full of over and
back conversations with your designer, with every price update? Of-course high impact
design is a specialized creative skill that requires experience and specific skills. However,
once your designer or agency has designed templates once in Adobe InDesign, it’s possible
to use that design continuously for your campaigns without being a designer or having the
skills to use complex Adobe applications. Using Tweak, you can create hundreds of point of
sale elements in minutes by connecting your Adobe brand templates with your image library
and offer promotion (in excel format). You can continue to create point of sale material using
admin and checkout team members very quickly at a much-reduced cost.

SEASONAL CAMPAIGNS

Supermarket owners might be under the impression that seasonal campaigns can only
happen when moving from fall into winter. Well – you no longer have to wait between
seasons for Halloween, Christmas, and Thanksgiving to come around for your supermarket to
cash in.
Unfortunately, people tend to see larger supermarket chains with often negative connotations.
While this is not always true, you might still need to work hard to change your clients’
opinions. Focusing on your country and county’s national holidays can help you gain a
positive reputation with your customer as less of large corporations' standoff personality.

PRINT & DIGITAL PROMOTION :

Consumers are very keen to ensure they get the best value for money and that they’re
aware of any promotions that are offered. You’ve got to reach those customers in the
channels they use, so you’ll need to create campaigns showcasing those offers where your
users are browsing. Here’s a channel by channel strategy for creating those
promotions.Weekly Circulars & Flyers. It’s really important to have your agency or designer
create impactful designs with templates for various page formats including front covers,
single and multiple product pages with a mixture of ‘hero’ products and products with a
lower profile. The designers need to take care

12

to create certain versions which are optimized for various shapes of products – for example
you may need to have a version of a template which features wine and spirits – those image
boxes need to be vertical in shape. Also consider some templates for odd shapes like
toothpaste, aluminium foil etc. It's a smart strategy to create templates in single pages with
the appropriate amount of content boxes.

NEWSPAPER & MAGAZINE ADS:

If you’ve already created circulars and flyers, you can repurpose some of those designs
into ads of various sizes. Try using odd shaped ads where the editorial of the newspaper or
magazine flows around the ads. This way, you’re buying less space but creating a novel
visual presentation for readers. Experiment with single product ads too, using them across
consecutive pages (or right hand pages, which tend to perform better than left hand ones).
SOCIAL MEDIA CAMPAIGNS & ONLINE ADS
Attractive social media ads can perform really well if they are presented in an attractive
format. By designing templates not only for the platforms, but for various shapes of products
and different product configurations, you can experiment with multiple types of ads to
measure what’s most effective for your audience. Design templates for the various platforms
in the correct sizes for the platforms and make versions that are suited for various shapes of
products – wide, tall, very wide, very tall and square. Consider the day and time of day for
the audiences – young Mums may be online at very different times to those with grown up
families and tailor your offers accordingly.

EMAIL & WHATSAPP FLIPBOOKS:

More supermarkets are now offering online purchasing options which offer really
interesting options for a completely digital marketing option. Customers who have signed up
to receive marketing collateral can receive digital Flipbooks or flyers targeted offers based on
their demographic and/or previous purchases. By creating offers based on target customer
segments/gender/age, digital campaigns can easily be created to create custom offerings for
these different customer types. What’s even more impactful is that the customer can flip

13

through the digital pages and click on a product which brings them to the buy button on the
product page.

ADVERTISE MULTI-USE PRODUCTS:

Often supermarkets will make the majority of their revenue from existing customers, who
already know the shop's quality and the brands they offer. Because of this, the majority of
new sales and increase in sales will come from convincing existing customers to spend more
– rather than attracting new customers. If you advertise a product as having more than one
purpose, you will give people an extra incentive to buy. This can be as simple as advertising
carrots as a great dinner side and as a snack when sliced to have with hummus.

PROMOTIONAL PRICES:
There’s no denying that everyone loves a good discount. Even though it’s far from subtle.
One of the best marketing techniques for supermarkets is to offer promotional discounts
when you can. If your supermarket offers discounts for a limited time only, people will likely
buy in bulk.

WORK WITH BRANDS:

It’s likely that your supermarket, like most nowadays, will have a card where your customers
can gain points in exchange for deals and discounts. Why not make some of those deals with
products from fashionable brands? Finding a brand that designs beautiful kitchen utensils or
plates can really entice your customers to return to your store for the smallest things, which
on a mass scale counts a lot.

FREE SAMPLES:
How often have you walked into a supermarket and found that there was a small stall
offering free samples around a particular aisle? If you sacrifice a small amount of produce in
the name of free samples, you will inspire people to invest in that product.
After all, there is very little that shoppers love more than free food – especially during their
weekly shopping. Improve the experience of those you are wandering your store, and you can
make it easier for your brand to win over regular shoppers. Loyalty is the bread and butter of

14

the supermarket business—showcase items with complementary ones. Offer a taste of

guacamole with some new tortilla chips, and then you have double the advertisement!

CHARITY WORK:
Suppose you work hard to affiliate your business with prominent charities. In that case,
this will help you to gain a positive reputation as a supermarket that cares not only about
sales – but also about your local community. Offering charity events such as coffee mornings
helps the charity and your business as you draw in existing and prospective customers with
events and the kindness your supermarket has shown.

GROWTH OF SUPERMARKETS AN OVERVIEW

Supermarkets have made considerable advances in the sale of processed food and non-
food products. Supermarkets occupy the weakest position of all the retail outlet types because
they operate in a very competitive environment, where they are considered more expensive
than competing shops but not differentiated from their competitors in the range of products
they carry. In the last two decades, an exciting growth of supermarket chains has occurred in
developing countries. Initially focused on dry items, packaged and processed food lines and
on non-food products.
Today, many supermarkets carry fresh food, but offer a relatively weak range, and
minimal variety. They have made little progress in fresh food lines where their share
accounts for a very small percentage of all fresh food sold. Supermarkets are no longer places
where only the wealthy shop; over the past ten years or so, they have spread from the wealthy
suburbs of major cities to poorer areas and much smaller towns.
This has happened in response to a number of forces, many of them interconnected:
increasing incomes (also associated with higher ownership of consumer durables like fridges
and cars which make supermarket shopping easy), urbanization, more female participation in
the labour force and the desire to follow Western culture. There has also been a movement in
most developing countries toward liberalization of trade and investment which has brought
global supermarket chains onto the scene, along with economies of scale, buyer power in
purchasing and supply chain management expertise. In many developing economies, a partial

15
or full liberalization of the retail trade has encouraged the establishment of supermarkets.
Supermarkets are rapidly increasing due to wide variety of environmental, individual, social
and economic dimensions of consumers. The Supermarket Revolution – the replacement of
small Grocery stores by large, multi-department grocery stores – came to an end in the 1970.
The expansion of the supermarket sector in India is still in its early stages.

EMERGING SECTORS AND TRENDS IN INDIAN RETAILING

Within retail, the emerging sectors are food and grocery, apparel, electronics, e-commerce,
fashion and lifestyle. Incorporation of technology in the organized retail segment has been
something to reckon with, in the past few years. Use of computers for merchandise planning
and management, control of inventory costs and supplies and replenishment of goods done
electronically, internal store billing, etc has changed the face of product retailing. Online
retail business is the „next gen‟ format which has high potential for growth in the near future.
An emerging trend in this segment is the virtual format where consumer orders are taken
online through web portals and delivered at the door step the very same day or the following
day. This trend has been catching up with most of the large sized retail chains that have their
websites. According to panel members at the seventh Food and Grocery Forum India, the
opportunities in food and grocery retail in India are immense, given that it constitutes about
69 per cent of India’s total retail market. The Indian retail market, currently estimated at
$490 billion, is project to grow at a compounded annual growth rate of 6 per cent to reach
$865 billion by 2023. Modern retail with a penetration of only 5% is expected to grow about
six times from the current 27 billion USD to 220 billion USD, across all categories and
segments. Organized Retail is emerging as the new phenomenon in India and despite the
slump, the market is growing exponentially. As economic growth brings more of India’s
people into the consuming class and organized retail lures more and more existing shoppers,
more than 300 million shoppers are likely to patronize organized retail chains by 2015.
Consumer markets in emerging market economies like India are growing rapidly owing to
robust economic growth. India's modern consumption level is set to double within five years
to US$ 1.5 trillion from the present level of US$ 750 billion. The growing middle class is an
important factor contributing to the growth of retail in India. By 2030, it is estimated that 91
million households will be “middle class”, from the 21 million today. Also by 2030, 570
million people are expected to

16

live in cities, nearly twice the population of the United States today. Thus, with tremendous
potential and huge population, India is set for high growth in consumer expenditure. With
India's large „young‟ population and high domestic consumption, macro trends for the sector
look favorable.

HOW YOUR GROCERY STORE'S LAYOUT IS COSTING YOU MONEY

Expert tips on how to navigate the grocery store layout so you can avoid impulse buying
and leave only with the items on your list. I just need to stop at the grocery store to grab a
few things." That's what you said on the phone almost an hour ago, and yet here you stand,
stocked shopping cart before you, waiting in the checkout line and quieting your pangs of
hunger with salt-and-vinegar potato chips.
"Two-thirds of what we buy in the supermarket we had no intention of buying," says
consumer expert Paco Underhill, author of Why We Buy: The Science of Shopping.
Supermarkets not only rely on such behavior-they encourage it. Every aspect of a grocery
store's layout—from the produce display near the entrance to the dairy case in the back to the
candy at the register— is designed to stimulate shopping serendipity. To explain how store
geography influences your spending, we enlisted a team of merchandising experts to map out
a typical supermarket, identifying the traps to help you emerge with exactly what you need
and want, and not a single potato chip more.

FLOWERS
Location: Just inside the entrance
Why they're here: "Flowers can enhance the image of a store," explains Wendy Liebmann,
founder and president of WSL Strategic Retail. Consumers walk in to something that is pretty,
smells great, and builds the notion of 'fresh’.
Shopping tip: Buy supermarket flowers for convenience, not value. The prices may be low,
but the flowers are seldom as fresh as those from local florists.

PRODUCE
Location: Immediately past the flowers
Why it's here: To create a tempting sensory experience. "Stores need to communicate to
shoppers that produce is fresh or else people won't buy anything," says Liebmann.
Shopping

17

tip: Reach to the back and dig for the freshest items. "The smart retailers always have the
oldest merchandise in front or on top, since they need to get rid of it quicker," says Michael
Tesler, founder of Retail Concepts. Buy produce during the week. "Most deliveries come in
Monday through Friday," Underhill adds.

BAKERY
Location: In the corner beyond the entrance
Why it's here: "The bakery gets your salivary glands going," Underhill says. This makes you
feel hungry, and "the hungrier you are when you shop, the more food you will buy."
Shopping tip: Shop after a meal, or have a snack first.
GRAB-AND-GO ITEMS (Milk, Bottled Water, Snacks)
Location: Near the entrance
Why they're here: "To get back business lost to convenience stores, supermarkets started
adding sections up front for grab-and-go items," Tesler says.
Shopping tip: If all you need is a quart of milk, grab it here to avoid the temptations lurking
along the way to the dairy case at the back of the store.

BANK
Location: Close to the entry
Why it's here: "To get more money in the hands of the shopper, so [they] will spend it,"
Tesler says.
Shopping tip: Set a budget before you shop and bring a calculator to keep a running tally.
ENDCAP DISPLAYS
Location: Ends of the aisles
Why they're here: Product manufacturers pay for prominent "endcap" placement—on the
ends of the aisles—to advertise new or popular products.
Shopping tip: Being on display doesn't necessarily mean a discount. "A lot of times, [the
items in] endcaps are just something new or in season," says Schober. "If it's on sale, believe
me, it will be prominently marked. And watch endcaps for a recurring pattern. Leading
brands often compete this way. If Coke is on sale in an endcap display one week, it will
probably be Pepsi the following week." If you don't see the brand you like, just wait for it to
come around.

18
"RETAILMENT" (Cooking Demonstrations, Displays, Free Samples)
Location: Free-floating displays lining one of the outside walls
Why they're here: Sampling stations slow you down while also exposing you to new products.
Shopping tip: To avoid unnecessary hunger-driven purchases, head right for the free samples
if you arrive at the supermarket on an empty stomach.
PHARMACY
Location: On the perimeter near the exit
Why it's here: "If you are filling a prescription, " Liebmann says, "you need to wait, spend
more time, and put another item in your basket."
Shopping tip: Drop off prescriptions before you start grocery shopping to minimize idle
waiting. You may find better deals on health and beauty products in a supermarket than in a
drugstore. There is a large profit margin on these products, which supermarkets are
sometimes willing to cut into to gain more regular pharmacy business.

GENERAL MERCHANDISE, COOKING INGREDIENTS, AND CANNED GOODS

Location: In the center aisles
Why they're here: To draw consumers deeper into the supermarket and expose them to
nonessential items along the way.
Shopping tip: Stay focused by making a list.

DAIRY PRODUCTS, EGGS, MEATS, AND OTHER STAPLES

Location: Along the back wall of the store
Why they're here: "Stores typically put these items in the farthest reaches of the store to
expose customers to the maximum amount of product on their 'quick trip' so they will
impulsively buy other things," says Tesler.
Shopping tip: As with produce, take eggs and milk from the back of the case; older
merchandise tends to be pushed forward.

IMPULSE BUYS (Candy, Magazines, Etc.)

Location: By the registers and exit

19
Why they're here: To turn waiting time into buying time. This is the most profitable area of
the store, Underhill says.
Shopping tip: "Express" doesn't always mean faster. Studies have shown that the wait in the
"express" lane is almost identical to the regular checkout wait, says Craig Childress, COO of
Envirosell-three minutes and 11 seconds, on average. So go with what seems to be the
shortest line, express or not-it will likely save you from impulse buying things you don't need.
SHELF LAYOUT
The placement of items on store shelves is not haphazard. Here, the experts explain what's up, what's
down, and what's in the "bull's-eye"—and why.
Top Shelf:
What's there: Smaller brands, regional brands, gourmet brands
Why: The items here give "tone and texture" to the shelf layout, Liebmann says, helping the
supermarket stand out from its competitors. These smaller brands usually don't have the
budget to pay for more favorable placement.

Shopping tip: The specialty items found on the top shelf are generally chosen by local store
managers, not determined by the supermarket's central headquarters. If you'd like your store
to stock a particular item on this shelf, talk to the manager.

"BULL’S-EYE ZONE" (Second and Third Shelves From the Top)

What's there: Bestsellers and other leading brands
Why: "Brands that sell best are always in what's called the 'bull's-eye zone,' front and center,
right in your sight line. It is the best placement, and the manufacturers have to pay for it,"
says Childress. Tesler adds: "There's no advantage for the supermarket to show you the
lowestpriced item in the most effective spot. So here you tend to see higher-priced items or
items with the highest markup." Secondary brands hoping to benefit from being shelved next
to the leaders also pay for placement in the bull's-eye zone.
Shopping tip: Look below the bull's-eye to find similar products for a lot less, says Childress.

KIDS’ EYE-LEVEL SHELF

What's there: Products with kid appeal
Why: "Kids can react and reach out to a product," says Tesler.
20
Shopping tip: Leave the children at home, if possible. Otherwise "you are bound to spend
more money," Liebmann says—10 to 40 percent more, according to industry studies. "If kids
are with you, give them something right upfront—a balloon, a lollipop, juice, some fruit, a
kidsize shopping cart—to help keep them happy and calm and to prevent them from putting
things in your basket."
BOTTOM SHELF
What's there: Store and private-label brands; oversize and bulk items
Why: "Store brands go on shelves four and five because people who buy store brands will
always hunt for them," says Childress. "The supermarkets carry bulk items to compete with
warehouse clubs like Sam's and Costco," Liebmann explains, and bulk items are awkward to
store anyplace but the bottom shelf.
Shopping tip: "Store brands are usually close to the market leader in quality, yet less costly,"
says Liebmann. Underhill adds: "The same manufacturer that makes the branded product
often manufactures the house brand. It may be for all practical purposes the same product in
a different package." When buying bulk items, don't go overboard. "Americans often buy
more than we need with the idea that we'll store it, " says Underhill. "If you have 64 rolls of
toilet paper, it isn't really a bargain; it's money out of your pocket that could be earning
interest in the bank instead. And the more you have, the more you tend to use."

WHAT ARE THE DUTIES OF A SUPERMARKET CUSTOMER SERVICE

ASSISTANT?
A customer service assistant job in a supermarket can include helping customers find the
foods they need, completing their purchases on a cash register, bagging their groceries and
helping them load their grocery bags into their vehicles. General maintenance and stocking
tasks are also common, though duties can vary, depending on supermarket size. While long
supermarket operating hours can require working a variety of hours, you can work this entry
level customer service position either full-time or part-time to fit your needs and use the
skills and experience to potentially move into a supermarket supervisory role.

21
Job Description:
Supermarket customer service assistants both directly help customers inside the store and
via telephone, as well as help with maintaining the store. A supermarket customer service
assistant's duties and responsibilities can include guiding customers to the items they need,
replenishing the grocery shelves when items go out of stock, assisting with the checkout
process, helping customers load their groceries into their vehicles, cleaning the store and
gathering shopping carts in the parking lot. They may also help out with customer returns and
interact with management and other floor workers as necessary to handle complaints and
requests.
Much of the work is physical and can require bending, lifting, walking and using
equipment like ladders and carts. A friendly personality and a willingness to meet customers'
needs are necessary to be a successful supermarket customer service assistant.

Education Requirements
Supermarket customer service assistants can often find work without qualifications
beyond basic math and customer service skills, though having a high school diploma can be a
benefit in the job market. They learn their job duties through a training program in the
supermarket that often includes shadowing other customer service workers, completing
common tasks under close supervision and receiving feedback on performance.

Industry
Supermarket customer service assistants find work in large chain stores that sell other general
merchandise or at smaller grocery stores with a more limited product selection. While some
may work with others to handle tasks like stocking the shelves, many work independently to
help customers face-to-face in the store or handle issues over the telephone. The majority of
supermarket customer service assistants work full-time, but many supermarkets offer
parttime positions. Working hours are often irregular, especially at 24-hour supermarkets that
schedule workers on holidays and weekends and at night.

Years of Experience
Supermarket customer service assistants can get raises to earn a higher hourly wage as
they

22

gain seniority and experience. They can also get a promotion to work as a leader for a
particular department or as a store manager with significant experience and additional
training.
ADVANTAGES OF SUPERMARKET
Convenience: For all of your grocery needs, supermarkets provide a one-stop shop. You
may conveniently buy whatever you need in a single trip because a large range of products
are available under one roof.
Cheaper pricing: Due to their ability to buy in bulk and negotiate lower supplier prices,
supermarkets frequently offer lower prices compared to other retail establishments. This may
enable you to reduce your grocery spending.
Produce: Supermarkets frequently provide a variety of fresh fruits and vegetables that are
frequently purchased directly from nearby farms. You will receive the freshest produce
possible as a result. Products are accessible in a wide range of supermarkets, including
speciality items and foods from around the world that may not be found at smaller stores.
Effective shopping: Supermarkets are frequently structured neatly, making it simple to
locate what you need quickly. Your shopping experience will be more efficient because they
frequently include large aisles, plenty of parking, and simple-to-use shopping carts or baskets.
Other services: Getting all your shopping done in one location is made even more
convenient by the abundance of supermarkets that provide extra services like in-store
pharmacies, bakeries, and delis. Generally, grocery stores provide a practical and affordable
option to buy household goods and other groceries.

DISADVANTAGES OF SUPERMARKET
1. Huge expenses
A significant amount of money is needed to start a supermarket. Large amounts of rent must
be paid in order to run it in the massive structure.
2. Demand for a focal point
The establishment of supermarkets requires both appropriate and central locations. It is
impossible to operate supermarkets everywhere. Finding the ideal place to build
supermarkets becomes challenging, and even when they are, they are expensive.

23
3. Insufficient individual attention
Lack of human attention is another drawback of supermarkets. Employees and other staff
members don't provide enough attention. Customers should carry their own purchases up to
the counter to pay their bills. Customers are not cared about by the staff. The majority of
clients, particularly female shoppers, dislike this.
4. Not appropriate for all goods
Only a limited number of items that are well-known to consumers can be sold at
supermarkets. In order for buyers to understand some products, merchants must explain them
to them.
Therefore, supermarkets cannot sell out of the things that buyers are unaware of.
5. Demand for an effective management
In contrast to other retailing establishments, supermarket operations require an effective
management. It cannot be effectively operated in any other case.

OBJECTIVES

1. To study consumers’ behaviour towards supermarkets.

2. To determine what factor influence the consumer on the decision to buy groceries in
the supermarket.
3. This study is to understand what variety of services, offers and discount makes the
customer to buy in supermarkets.
4. To suggest improvements in the functioning of supermarket based on the findings.
5. To study the level of satisfaction of buyers towards supermarkets.

SCOPE OF THE STUDY

India is a developing country and Indian patrons spend a larger share of their income on
food. “Food and Grocery‟ is the second-largest segment of the retail industry in India. This
retail segment is expected to accurately replicate the act of organized retail and therefore the
scope of study is to know about the consumers behaviour towards supermarket.

24

STATEMENT OF THE PROBLEM

 In the past, small retail stores (unorganized) in India were the primary means by which
grocery supplies were delivered to consumers. However, due to the consumer's rapidly
shifting consumption and spending preferences, new retailers are forced to enter the
supermarket sector
(organized). To draw customers, they continually experiment. But it's still difficult to
understand the Indian consumer, and although some food stores are reasonably successful,
others struggle to comprehend consumer behaviour and are unable to successfully build their
retail models.
Grocery stores look for patterns in consumer shopping behaviour, including what goods and
brands they purchase, where and how frequently they shop, how much they spend, and their
perceptions of product longevity and quality. To proactively satisfy the requirements and
desires of the consumer, the grocery merchant decides to offer fresh products, a proper
product mix, design goal, advertisement, and coupon programs, as well as customer facilities.

LIMITATIONS OF THE STUDY

1. The study elicited opinions of consumers’ shopping behaviour in grocery retail. The
elicited opinion of consumers may not suit all times.
2. The data collected from the consumers’ may vary, when their saving mindset is
changed.
3. The findings pertain to a specific period of time.
4. Though, the sample size is adequate for a study, for generalisation of the findings we
need to conduct the study in a particular area.

RESEARCH METHODOLOGY
Descriptive research was adopted for analyzing the customers behaviour towards supermarket.
This study is based on both Primary and Secondary data.
Primary data were collected using questionnaire through google forms. The first part of the
questionnaire consist of demographic profile of the consumer and the second part consists of
scaling questions relates to consumers behaviour towards supermarket.
Secondary data information effectively gathered or existing in the association as past records,
sites and related logs. The information was gathered from the published sources like
magazine, books, the organization’s site, Google and other related records. about consumer
behaviour for clear understanding of the concept.

SAMPLING METHOD: Convenience method of sampling

SAMPLING SIZE: 100
SAMPLING AREA: People in and around Tambaram
DATA SOURCES: Primary and Secondary data
STATISTICAL TOOL USED: Percentage Analysis

25
 CHAPTER-II
REVIEW OF LITERATURE

26
REVIEW OF LITERATURE

It highlights the study of previous literature regarding the consumer satisfaction and Life
insurance Corporation the previous study helps to get an idea about different approaches
made by the earlier research in the field and to identify the research-gap. The following are
the few reviews taken from the renowned author’s work.

• Najma, S (2018) “Store preference behaviour of consumers on supermarkets with

special reference to Tiruchirappalli” has collected data such as number of times
consumers visit supermarkets in a month, purpose of their visit, types of products
they buy, time and amount spent in supermarkets etc. These data will be helpful for
the retailers to understand the consumer behaviour towards supermarkets. To analyse
the store preference behaviour, the researcher has studied various attributes
influencing consumers towards supermarkets.

• Desai Preyal Sharadhkumar (2017) “A study on consumers impulse buying

behaviour in organised retail stores with reference to Gujarat state” conducted this
study to understand in detail the impact of various external factors, internal factors
and situational factors on impulse purchase. In this study numerous external factors
like promotional offer, price, window display, proximity and staff behaviour has been
taken under consideration. Apart from the external factors, variety of internal factors
like hedonic feelings and impulsive buying tendency have also been studied.

• Sajid Shaukatali Alvi (2010) “A study of business practices adopted by supermarket

on buying behaviour with special reference to selected supermarkets in Pune city" the
researcher plans to summarise and draw a conclusion on the results. If supermarket
managers pay attention to the researcher's findings and recommendations, they will
help them develop business strategies and processes that will meet client needs. The
customers, on the other hand, stand to gain because their needs and wishes will be
met, which will ultimately make grocery shopping enjoyable.

27
• Rajender, Rajshree (2008) “A study of changing practices employed in retailing
with special reference to supermarkets” Retailing the consumer has emerged as every
industry's top priority in today's climate of heightened competition. In India,
supermarkets are a significant part of the retail industry. Supermarkets are businesses
that deal with the sale of products or services to customers for their own, personal, or
family use.

• Swamy, D (2015) “A study on the shopping behaviour and customers perception

about selected modern supermarket chains in Coimbatore” This study has shown the
importance of teaching customers at contemporary supermarket chains about the
advantages of the loyalty programme. If done, more customers would take advantage
of the supermarket companies' reward programmes. In the end, this would increase
customer loyalty and boost sales and profitability for supermarket companies.
According to this study, the top 10 factors influencing consumers' decisions about
which supermarket to shop at are Accuracy of Billing, Product Quality, Product
Availability, Product Variety, Speed of Billing, Location, Parking Facility, Price,
Product Return / Exchange Policy, and Courtesy of Customer Service Personnel.

• Kannan, G (2014) “A study on shopping behaviour of consumers in retailing with

special reference to supermarket in Kanchipuram district” The purpose of this study
was to understand the shopping behaviour of consumers, perceived supermarket
image and their influence on his supermarket satisfaction and behavioural intention in
the Kanchipuram district supermarket setting. The researcher has also attempted to
draw an analogy between the findings of this study on other emerging areas of
Kanchipuram district considering the homogeneity of socio-economic profile of
customers in these areas.

• Hemalatha, J (2019) “Cross Shopping Behaviour of Retail Customers with

Reference to Supermarkets and Traditional Stores” The focus of the current study is
on customers'
 28

cross-shopping patterns in Chennai's traditional retail outlets and supermarkets. The

survey also made an effort to determine how customers felt about these retail
establishments. The study used consumer demographics and retail store features as
predictor factors. The study's findings identified characteristics that underlie
customers' cross-shopping behaviour as well as their attitudes regarding a particular
store.

• Hamil, A (2012) “A study on consumer perception towards retail supermarkets in

Tirunelveli District” Although consumers believe that supermarkets provide excellent
customer service in all respects, they really have higher expectations than what the
supermarkets actually deliver. As result, consumers' expectations aren't always met.
Although customers' expectations for service quality in Tirunelveli District are not
met, there is a higher level of customer satisfaction with supermarkets.

• Nanavati, Purvesh.K (2014) “A study on evaluation of service quality of super

markets in Gujarat state” This study's objective is to determine how the RSQS model
applies to super markets by utilising its characteristics to gauge service quality. The
purpose of the study was to identify the aspects of service quality that significantly
affect customer perception. Management can gain a better understanding of the many
factors and how they affect service quality and customer perception by using the
RSQS model to evaluate service quality.

• Hameedunissa.M (2020) “A Study On Consumer Psychology Towards Super

Markets In Chennai City” The analysis showed that at the outset, consumer
psychology is well disposed towards evaluating the service quality of the service
provider, which is followed by their level of satisfaction, cultivating loyalty in their
minds, and are taking all necessary steps for the furtherance of the purchase intention.
When each and every customer has their rebuttals intended from the same service
providers, consumer psychology has reached its peak. Consumer psychology dictates
that customers should constantly anticipate complete transparency, flawless services,
prompt service, and customer convenience.
 29

• Sreedhara.R (2011) “A study of service quality of supermarkets in Karnataka”

According to the report, more shoppers are lately frequenting hip supermarkets.
Additionally, we are seeing a lot of retailers enter the market in various formats. This
implies that both the competition between the market's current competitors and future
entrants will intensify. The best strategy to outperform the competition from the
established players is to conduct a thorough analysis of their marketing fundamentals.
Since retailing is a subset of the service sector, supermarkets should reorient their
business plans to better serve their target customers by using the dimensions of
service excellence as a guide. The timing is right to implement certain improvements
to their fundamentals.

• Selladurai.M (2009) “An investigation on consumers tendency towards departmental

stores in rural and urban areas of Salem district” The study is a successful attempt
because it not only pinpointed the variables influencing the respondents but also
highlighted the issues they faced from numerous perspectives. One of the major
economic sectors in the world, retailing, is going through a transitional period not just
in India but also globally. For a very long time, especially in urban areas, the
consumer's sole option was their corner department store. International retailing
formats are gradually replacing this.

• Mathew, Jogi (2016) “Determinants of customer loyalty and retention A study of

supermarket customers in Bangalore” The study takes on the difficult task of
examining the factors that influence consumer happiness, loyalty, and retention and
eventually aids in increasing the number of supermarket customers. The research goes
further to identify the elements influencing customer happiness, then customer loyalty,
and finally customer retention of supermarkets in India. The retail landscape is
significantly dominated by supermarkets. Consumer behaviour is complicated when it
comes to organised retail, and particularly supermarkets. Customers have a variety of
options, and consumers with significant discretionary money are more likely to
change their buying habits. These complexities open us the possibility of researching
the factors that influence customer happiness, loyalty, and retention in modern
supermarkets.
 30

• Arun Kumar, G. (2014) “Service quality in retailing a study of supermarkets in

Karnataka” In this study, the numerous services that supermarkets have provided
were examined in order to determine how satisfied their patrons are with those
offerings. The five categories of physical aspect, reliability, interpersonal contact,
policy, and issue solving are used to categorise the many criteria of service aspects.
According to the respondents' responses, the majority of supermarkets need to offer
better services in various service-related areas, and customers are not entirely
satisfied with the total services provided by supermarkets. The main areas that require
improvement are some of the aspects of interpersonal communication and problem-
solving.

• Anugragha,S S (2021) “Service Mix Customer Satisfaction And Store Advocacy In

Supermarkets” This study was started with the goal of better understanding new line
customer perceptions of the retailing mix, consumer satisfaction, and new line
advocacy

in Tamil Nadu's supermarkets. Nilgiris, Reliance Fresh, and Aditya Birla More, three
major supermarket brands with new line spread chain locations in Chennai, Trichy,
Coimbatore, and Madurai, were chosen. The question of sustainability and the
longterm viability of supermarkets immediately comes to mind. The ability to
increase repeat consumption, buyer commitment, and favourable understanding of
newline are important characteristics of newline that need to be studied right now.
The purpose of the research was to identify the key components of the service-retail
mix that have an impact on customers' satisfaction with supermarkets.

• Suganthi, D (2017) “Impact of supermarket supply chain on farmers” The study's

main finding adds to the growing body of evidence disputing the assertion that
farmbusiness partnerships have significant transformative effects in rural areas of
emerging nations. Despite the fact that it has many advantages, there are still a
number of other variables that lead to farmer departure and non-adoption. This study
concentrated on the effects on farmers and their community while taking into account
 the many confounding evidence (Narayanan, 2014b) and current advancements in the
analytical framework of

31

firm-farm linkages (Barette et al., 2012). It also looked at the dynamic dynamics
influencing partnerships between farms and businesses.

• Padhye Grishma Kalpesh (2016) “Study of determinants of supermarket patronage

in Pune city” Customers have a wide range of options in today's cutthroat retail
environment as companies vie for their business. This is true even for supermarket
shopping, and grocery stores struggle with low consumer loyalty. According to the
thesis's findings, grocery store clientele is very dynamic rather than static. High
patronage does not always equate to high repeat business. The rating of supermarket
qualities has a big impact on whether people plan to shop there again. The fact that
204 patronage has a large impact on repeat business suggests that supermarket
customers may be regular. The study reveals the evolving supermarket consumer,
who is getting more selective when making purchases of convenience items like
groceries in supermarkets [in a city like Pune, representing 26 tier two cities of India
(Maps of India, 2015)].

• Karnani, Nupur (2019) “All parties, both direct and indirect, who are ultimately
responsible for satisfying the requests or needs of customers make up the supply
chain.

Since they are the final customers of the created goods, consumers ultimately serve as
the foundation of the entire supply chain. Each consumer's purchasing habits are
distinctive. In this regard, Kaur (2013) found that both men and women exhibit
distinct purchasing traits, including distinct shopping behaviours, preferences,
attitudes, motivations, and amounts of time spent shopping. Men have been found to
shop more intently than women.

• Banerjee, Amrit (2021) “A descriptive study of customer satisfaction towards single

roof supermarkets retailing in kolkata W B” The investigation's objective was to
determine how various retail advertising elements affect consumer loyalty in relation
 to the Indian retail sector. The combination of products' advertising or goods, namely
4Ps, product, value, spot, and advancement and promoting blend of service, 3Ps for

32

sample physical proof, people, and procedure, and advertising system of using these
showcasing blend components to strategize marketing plans to offer better Products
and additional services while reducing the gap between apparent administration and
anticipated administration.

• Saipriya, B (2015) “Impact of study of customer relationship management in

organised retailing and development of a CRM model with specific reference to
supermarket and departmental stores in Gwalior region Retail Store Attributes On
Brand Equity With
Reference To Supermarkets In Chennai City” Customer demographic shifts are
changing their buying goals. Consumers choose a store and engage in a wide range of
activities when making purchases. The complexity of reaching customers nowadays
has increased due to an abundance of media campaigns. Supermarkets now engage in
a variety of brand marketing techniques in addition to the food industry. The creation
of many client touch points, such as an excellent store environment, in-store
marketing, quick customer service, etc., is one of them. The businesses must carefully
design their mix of shop features because 60% of all instore purchase choices are
impulse buys.

• dey, nabamita (2022) “A study of customer relationship management in organised

retailing and development of a CRM model with specific reference to supermarket
and departmental stores in Gwalior region” Markets have shifted from being price-
linked to being value-linked as a result of the expansion of the middle class in India,
which has increased disposable income, changing lifestyles and preferences but also a
busy schedule. This is assisting the organised retail outlets' expansion. Despite the
presence of numerous large players in the organised retail sector, such as Reliance
Digital, Wallmart, and Big Bazaar, the share of these businesses is currently
 insignificant when compared to those in the unorganised sector, which benefit from
having highly individualised relationships with their customers. Because of this, the
organised retail sector must continue to expand in order to remain competitive and
take advantage of their huge operating scale and wide selection of products under one
roof.

33

• Benjamin Christopher, S (1981) “The Chinthamani co-operative supermarket

Coimbatore A study on utilisation by members” In India, however, the suppliers are

MA producers who sell anything the pigmies want to sell. They care the least about
quality and price in this WOW has quicker focus on the Prise. Furthermore, traders
frequently undervalue their customers. Malpractices in the form of stockpiling,
adulteration, and restrictive press have also infiltrated the corporate system. Singe the
eternal hag to end his existence, he accepts whatever is spoken by the ivory-cheeked
businessman. The consumer movement is also sluggish in ladle. Seeing this problem
and eager to put an end to these deceptive practices by businessmen, the Government
of India enacted numerous laws.

• catherine yagam, s (2019) “Retail Store Patronage Among Grocery Shoppers at

Chennai” Investigated and reported was the effect of supermarket chain shop
satisfaction on store image and customer traffic. The main factors influencing
customer satisfaction with grocery chain were recorded. By determining the
impression of customers of supermarket chain stores, the level of impact of such
identified antecedents on satisfaction with supermarket chains was determined
(customers). The research's causal relationships between variables were examined,
and a conceptual framework was developed. Research was done on how
demographics affected the research variables. To close gaps and encourage increased
patronage of supermarket chain outlets, strategies have been advised to service
providers.
• Shameena, P.N. (2015) “A Study on the Scope of Retail Formats in Kerala” Gainful
employment prospects in agro-processing, sorting, marketing, logistics management,
and frontend retail will result from significant investments in the retail industry. In
the retail industry, at least 10 million new jobs will be produced during the next three
years.

FDI in retail will aid farmers in obtaining fair pricing by getting rid of greedy
intermediaries. Supply chain efficiency will be ensured by foreign retail giants. The
minimum investment required under the policy is $100 million, of which at least $50

34

million must go towards back-end infrastructure, such as cold chains, refrigeration,

shipping, packing, sorting, and processing. This should significantly lower
postharvest losses. Efficiencies in the supply chain will have a positive effect on food
inflation as a result.

• Mahadevi, S (2015) “Foreign direct investment on retail sector with specific

reference to supermarkets in Tamil Nadu” While having great potential, Tamil Nadu
presents a difficult position for merchants because each region in this state is its own
mini-district. A region's demographics are substantially different from those of other
areas. Organized retail formats should have a thorough and forward-looking business
plan that offers high-quality goods and services at competitive prices and produces
more socially balanced business in Tamil Nadu in order to reach all socioeconomic
classes. After examining the retail sector, it has been determined that, due to the
nation's economic expansion, organised retail trading has room to expand despite
foreign direct investment. Numerous retailers are struggling with both financial and
nonfinancial issues. Regarding their financial resources, there is a major issue.

• Hemalatha, KG (2011) “Challenges and prospects of organised food and grocery

retailing in Bangalore city” The purpose of this study is to comprehend the
difficulties faced by organised food and grocery stores in Bangalore City and their
potential for future expansion. Employee, location, consumer behaviour, and supply
were identified in this study. The difficulties faced by organised food and grocery
shops include chains, infrastructure, and governmental regulations. This study also
 discovered that the development of organised food and grocery retailing in Bangalore
city is supported by variables on the demand side and the supply side 341 (apart from
FDI).

• Rama Krishna Prasad, Y (2011) “A study of consumers retail format choice and
patronage behaviour in food and grocery retailing with special reference to
neighbourhood Kirana stores and supermarkets in the Twin cities of Hyderabad and
Secunderabad” The current research advances knowledge of consumer shop
preference behaviour in Indian food and grocery retailing, a topic that has gotten little
attention in

35

the academic literature. The general conclusions of This study demonstrates the cross
hopping habits of Indian consumers of food and groceries. No one retail structure
appears to be the best at satisfying customer demands or wants. Customers pick a
store type first, and then they go to a specific store within that kind where they can
save time, money, and effort. Hence, maintaining client loyalty to a specific retail
format is presented as a challenging undertaking.

• Raji, S (2015) “A study on impact of supermarkets on small retailers in Tirunelveli

district in Tami Nadu” Understanding shifting consumer behaviour trends in the retail
sector and whether supermarkets have an impact on small retailers are the main goals
of the research. The following research results support the conclusion that
supermarkets significantly affect small retailers. It is inferred from the main research
findings (from a variety of stakeholders including customers, supermarket
connections, and small retailer contacts) that supermarkets have an effect on smaller
retailers. It has a negative impact, which means that small retailers' gross sales and
profits are being negatively impacted.

• Hasija Soni Raju (2022) “A Study of Retail Management in Organized Retail Outlet
in Thane District” The goal of the current study was to better understand retail
management in organised retail establishments in Maharashtra's Thane District. This
 empirical study uses a primary questionnaire to learn about the business's promotional
aspects. Personal interviews and field trips were used to supplement a survey that was
done in the study region. To draw in the most customers, a quick examination of
promotional offers made by retailers was done. Retailers must adopt new strategies in
order to compete in the market due to changes in technology and consumer
purchasing patterns. According to the study's findings, organised merchants are
currently equally impacted by demographic criteria like gender, age groupings, and
annual income levels.

• Valarmathi, S (2016) “A study on grocery shopping behaviour of consumers in

Namakkal district” The main elements impacting customers' attitudes regarding

36

product quality and pricing, their knowledge of the products' expiration dates, and
their degree of happiness with their supermarket purchases have all been examined in
this study. On the basis of the findings, recommendations are made, and the potential
for more research in this area is also mentioned. By doing this study, a research gap in
this area is filled, and the recommendations will be beneficial to both grocery
manufacturers and store owners. Also, it will be beneficial to the government's goals
to increase consumer access to high-quality goods.
38
 CHAPTER-III

DATA ANALYSIS
AND
INTERPRETATION

39

GENDER OF THE RESPONDENTS

The responses are collected from both male and female.

TABLE 01:
 S.NO GENDER NO. OF PERSONS PERCENTAGE

01 MALE 46 50.5%

02 FEMALE 45 49.5%

TOTAL 91 100%

INTERPRETATION:
From the following data it is interpretated that 50.5% are male respondents and 49.5% are
female respondents.

40
 AGES OF THE RESPONDENTS

The age of the respondents are classified from 18-25,

26-35, 36-45, 45 and above. TABLE 02:

S.NO AGE NO. OF PERSONS PERCENTAGE

01 18-25 86 94.5%

02 26-35 2 2.2%

03 36-45 3 3.3%

04 45 and above 0 0%

TOTAL 91 100%

INTERPRETATION:
From the following data it is interpretated that 94.5% respondents are between age 18-25,
2.2% are between 26-35, 3.3% are between 36-45 age group.

41
EDUCATIONAL QUALIFICATION
 The educational qualification of the respondents is
classified into high school, bachelor’s degree, Master’s
degree TABLE 03:

S.NO QUALIFICATION NO. OF PERSONS PERCENTAGE

01 High School 3 3.3%

02 Bachelor’s Degree 72 79.1%

03 Master’s Degree 8 8.8%

04 Others 8 8.8%

TOTAL 91 100%

INTERPRETATION:
From the following data it is interpretated that 3.3% respondents completed High school,
79.1% respondents completed Bachelor’s degree, 8.8% respondents completed Master’s
degree, and 8.8% respondents falls under other educational qualification.
OCCUPATION:
TABLE 04:
S.NO OCCUPATION NO. OF PERCENTAGE
RESPONDENTS

01 Student 73 80.2%

02 Private sector 06 6.6%

employee

03 Government sector 03 3.3%

employee

04 Unemployed 06 6.6%

05 Other 03 3.3%

TOTAL 91 100%

INTERPRETATION:
From the following data it is interpretated that 80.2% are students, 6.6% are private sector
employee, 3.3% are Government sector employee, 6.6% are employed, 3.3% falls under
other occupations.
MARITAL STATUS:
TABLE 05:
S.NO MARITAL NO. OF PERCENTAGE
STATUS RESPONDENTS

01 Unmarried 83 91.2%

02 Married 07 7.7%

03 Other 01 1.1%

TOTAL 91 100%

INTERPRETATION:
From the following data it is interpretated that 91.2% respondents are unmarried, 7.7%
respondents are married, and 1.1% respondents falls under other.

NO. OF MEMBERS IN THE HOUSE:

TABLE 06:
S.NO NO. OF NO. OF PERCENTAGE
MEMBERS IN RESPONDENTS

THE HOUSE

01 2-4 59 64.8%

02 4-6 25 27.5%

03 6-10 05 5.5%

04 10 and above 02 2.2%

TOTAL 91 100%

INTERPRETATION:
From the following data it is interpretated that 64.8% respondents’ family consists 2-4
members, 27.5% respondents’ family consists 4-6 members, 5.5% respondents’ family
consists 6-10 members, 2.2% respondents’ family consists more than 10 members.

NO. OF VISTS TO A SUPERMARKET:

 TABLE 07:
S.NO NO. OF VISITS NO. OF PERCENTAGE
TO A RESPONDENTS

SUPERMARKET
01 Weekly once 35 38.5%

02 Monthly once 32 35.2%

03 Monthly twice 17 18.7%

04 Monthly 3 times 01 1.1%

05 More than 5 times a 06 6.6%

month

TOTAL 91 100%

INTERPRETATION:
From the following data it is interpretated that 38.5% respondents weekly once visit a
supermarket, 35.2% respondents monthly once visit a supermarket, 18.7% respondents
monthly twice visit supermarket, 1.10% respondents monthly 3 times visit a supermarket,
6.60% respondents visit supermarket more than 5 times a month.
HOW IS THE CUSTOMER SERVICE:
TABLE 08:
S.NO CUSTOMER NO. OF PERCENTAGE
SERVICE RESPONDENTS

01 Good 51 56%

02 Very Good 21 23.1%

03 Neutral 19 20.9%

TOTAL 91 100%

INTERPRETATION:
From the following it is interpretated that 56% respondents felt that the customer service is
good, 23.1% respondents felt that the customer service is very good, and 20.9% respondents
felt that the customer.

HOW MUCH DO YOU SPEND ON HOUSEHOLD COMMODITIES ON AN

AVERAGE EVERY MONTH:
TABLE 09:
S.NO MONEY SPENT NO. OF PERCENTAGE
RESPONDENTS

01 Below 2000 35 38.5%

02 2000-5000 39 42.9%

03 5000-10000 16 17.6%

04 10000 and above 01 1.1%

TOTAL 91 100%

INTERPRETATION:
From the following data it is interpretated that 38.5% respondents spend below 2000 on the
household commodities, 42.9% respondents spend 2000-5000 on household commodities,
17.6% respondents spend 5000-10000 on household commodities, 1.1% respondents spend
above 10000 on household commodities on an average every month.

HOW LONG YOU HAVE BEEN UTILIZING THE SERVICES OF

SUPERMARKET:
TABLE 10:
S.NO PERIOD OF NO. OF PERCENTAGE
UTILIZING THE RESPONDENTS
SERVICES

01 1-2 Years 49 53.8%

02 2-5 Years 20 22%

03 Above 5 Years 22 24.2%

TOTAL 91 100%

INTERPRETATION:

From the following data it is interpretated that 53.8% respondents utilizing the services of
supermarket for 1-2 years, 22% respondents utilizing the services of supermarket for 2-5
years,
24.2% respondents utilizing the services of supermarket for above 5 years.
TYPE OF PRODUCTS OR COMMODITIES THAT YOU GENERALLY BUY
IN A SUPERMARKET:
TABLE 11:
S.NO PRODUCTS NO. OF PERCENTAGE
RESPONDENTS

01 Groceries 62 68.1%

02 Eatables 42 46.2%

03 Cosmetics 27 29.7%

04 Medicines 09 9.9%

05 Fruits and 40 44%

Vegetables

06 Baby products 8 8.8%

07 Household 43 47.3%
Appliances
INTERPRETATION:
From the following data it is interpretated that 68.1% respondents buy groceries, 46.2%
respondents buy eatables, 29.7% respondents buy cosmetics, 9.9% respondents buy
medicines,
44% respondents buy fruits and vegetables, 8.8% respondents buy baby products,
47.3% respondents buy household appliances from the supermarket.
HOW DO YOU SAVE FROM BUYING IN SUPERMARKETS:
TABLE 12:
S.NO SAVING PATTERN NO. OF PERCENTAGE
RESPONDENTS

01 Buying in bulk 61 67%

02 Getting discounts 32 35.2%

03 Sales offer or 15 16.5%

promotional offer

04 Buying at Market 27 29.7%

Retail Price

INTERPRETATION:
From the following data it is interpretated 67% respondents save from supermarket by
buying in bulk, 35.2% respondents save from supermarket by getting discounts, 16.5%
respondents save from supermarket by buying at sales offer or promotional offer, 29.7%
respondents save from supermarket by buying at market retail price.
WHICH TIME OF A MONTH DO YOU PREFER BUYING IN A
SUPERMARKET:
TABLE 13:
S.NO TIME OF BUYING NO. OF PERCENTAGE
RESPONDENTS

01 Beginning of 43 47.3%
a month

02 Middle of the month 19 20.9%

03 At the end of the 04 4.4%

month

04 When need arises 25 27.5%

TOTAL 91 100%

INTERPRETATION:
From the following data it is interpretated that 47.3% respondents prefer buying in a
supermarket at beginning of a month, 20.9% respondents prefer buying in a supermarket at
the middle of the month, 4.4% respondents prefer buying in a supermarket at the end of the
month, and 27.5% respondents prefer when the need arises.
 REASONS FOR BUYING IN SUPERMARKET:
TABLE 14:
REASONS AGREE STRONGLY NEUTRAL STRONGLY DISAGREE
AGREE DISAGREE

Fixed Price 49 12 26 2 2

Freshness of 37 27 25 2 0
the product

Commodities 43 24 21 3 0
arranged

Availability of 43 27 18 2 1
brand

Self-service 43 27 19 2 0
facility

Door delivery 34 23 30 0 4

FIXED PRICE
INTERPRETATION:
From the following data it is interpretated that 54% respondents agree, 13% respondents
strongly agree, 29% respondents are neutral, 2% respondents strongly agree, 2% respondents
strongly disagree that fixed price is the reason for buying in supermarket.

FRESHNESS OF THE PRODUCT

INTERPRETATION:
From the following data it is interpretated that 40.65% respondents agree, 29.68%
respondents strongly agree, 27.48% respondents are neutral, and 2.19% respondents strongly
disagree that freshness of the product is the reason for buying in supermarket.

COMMODITIES ARRANGED NEATLY

INTERPRETATION:
From the following it is interpretated that 47% respondents agree, 27% strongly agree, 23%
respondents are neutral, 3% respondents strongly disagree that commodities arranged neatly
is the reason for buying in the supermarket.

AVAILABILITY OF BRAND

INTERPRETATION:
From the following data it is interpretated that 47.26% respondents agree, 29.67%
respondents strongly agree, 19.79% respondents are neutral, 2.19% respondents strongly
disagree, and 1.09% respondent disagree that availability of the brand is the reason for
buying in the supermarket.

SELF-SERVICE FACILITY
INTERPRETATION:
From the following data it is interpretated that 47% respondents agree, 30% respondents
strongly agree, 21% respondents are neutral, and 2% respondents strongly disagree that
selfservice facility is the reason for buying in the supermarket.

DOOR DELIVERY

INTERPRETATION:
From the following data it is interpretated that 37% respondents agree, 25% respondents
strongly agree, 33% respondents are neutral, 4% respondents disagree that door delivery is
the reason for buying in the supermarket.
 CHAPTER – IV

FINDINGS, SUGGESTIONS AND

CONCLUSIONS
FINDINGS
• 50.5% respondents are male compared to female respondents.
• 94.5% of the respondents lie between the age of 18-25. This shows that male
and young aged people take part in surveys actively without any hesitation.
• 79.1% of the respondents pursued Bachelor's degree.
• 64.8% respondents are from a family that contains 2-4 members.
• 91.2% respondents are Unmarried.
• 38.5% respondents visit supermarket weekly once. This shows that people
buy from supermarkets frequently.
• 56% respondents liked the customer service provided by the supermarket.
This shows that customer services provided by the supermarket is Good.
• 42.9% respondents spend Rs.2000-4000 on household commodities on an
average every month. This shows that people prefer buying in supermarkets
as it reduces the cost of buying than at retail store.
 • The results show that most of the respondents have been utilizing the services
of supermarkets between 1 to 2 years.
• 68.1% respondents buy Groceries followed by household appliances at 47.3%.
This shows that people buy more groceries in the supermarket than at the
small store.
• The respondents save money by buying in bulk and buying at retail price from
the supermarkets.
• 47.3% respondents prefer buying in the supermarkets at the beginning of the
month.
• Majority of the respondents have agreed that the reasons for buying in
supermarket are fixed price, freshness of the product, commodities arranged
neatly, availability of branded item, self-service facility and door delivery.

SUGGESTIONS

1. The lack of awareness on supermarket features to villagers and illiterate people, that
should be rectified.
2. If Basic needs of the customers can be fulfilled, they will visit supermarket regularly
than buying at a retail store.

3. If supermarket facilitates fast moving goods that will regulate the customers to buy
on daily basis.
4. Majority of the respondents visit the supermarket once in a week. To increase
consumer visit to supermarket retailers can announce attractive offers and price discounts
frequently.

CONCLUSION
The retail sector is one of the most dynamic growing sectors in recent years as it also helps to
boost the economy of our country. Consumers are the backbone of success in any retail
industry. In such a scenario, it is important for retail industries to understand clearly about
the changing demands and preferences of consumers. The researcher has collected data such
as, number of times consumers visit supermarkets in a month, purpose of their visit, types of
products they buy, time and amount spent in supermarkets etc. These data will be helpful for
the retailers to understand the consumer behavior towards supermarkets. The analysis
revealed at the initial stage, the consumer behavior is well inclined towards analyzing the
service quality of service provider and it is followed by satisfaction level of their services,
creating loyalty in their mind and are taking all strategies for the further the purchase
intention. The consumer psychology is always expecting full transparency, perfect services,
quick services and customer convenience. In the perception of buyers all the service
dimensions of supermarkets are good; but their expectations are higher than the actual
service qualities of supermarket, actually exists, that is the expectations of buyers are not
fulfilled to some extent.

REFERENCES:
1. https://www.wikipedia.org/
2. https://scholar.google.com/

3. https://shodhganga.inflibnet.ac.in/

4. Alemu, MH, Olsen, SB, Vedel, SE, Pambo, KO & Owino, VO 2017, „Combining product attributes
with recommendation and shopping location attributes to assess consumer preferences for
insect-based food products‟, Food Quality and Preference.

5. Alnahhal, M & Noche, B 2015, „A genetic algorithm for supermarket location problem‟,
Assembly Automation.

6. Baltas, G & Papastathopoulou, P 2003, „Shopper characteristics, product and store choice
criteria: a survey in the Greek grocery sector‟, International Journal of Retail & Distribution
Management.
7. Carpenter, JM & Moore, M 2006, „Consumer demographics, store attributes and retail format
choice in the US grocery market‟, International Journal of Retail & Distribution

Management.
QUESTIONS INCLUDED IN THE QUESTIONNAIRE

A STUDY ON CONSUMERS BEHAVIOUR TOWARDS SUPERMARKET

1) Name

2) Gender

a) Male
b) Female
c) Others

3) Email

4) Age group
a) 18-25
b) 26-35
c) 36-45
d) 45 and above

5) Educational Qualification
a) High school
b) Bachelor’s degree
c) Master’s degree
d) Ph. D or Higher
e) Other

6) Occupation
a) Student
b) Private sector employee
c) Government sector employee
d) Unemployed
e) Other
 7) Marital Status
a) Single
b) Married
c) Other

8) Number of members in your house

a) 2-4
b) 4-6
c) 6-10
d) 10 and above

9) Number of visits to a supermarket

a) Weekly once
b) Monthly once
c) Monthly twice
d) Monthly 3 times
e) More than 5 times a month

10) How is the customer service?

a) Good
b) Very Bad
c) Neutral
d) Very Bad
e) Bad

11) How much do you spend on household commodities on an average every month?
a) Below 2000
b) 2000-5000
c) 5000-10000
d) 10000 and above

12) How long you have been utilizing the services of supermarket?
a) Between 1-2 years
b) Between 2-5 years
 c) Above 5 years

13) Type of products or commodities that you generally buy in a supermarket?

a) Groceries
b) Eatables
c) Cosmetics
d) Medicines
e) Fruits and vegetables
f) Baby products
g) Household appliances

14) How do you save from buying in supermarket?

a) Buying in bulk
b) Getting discounts
c) Sales offer or promotional offer
d) Buying at market retail price

15) Which time of the month do you prefer buying in a supermarket?

a) Beginning of a month
b) Middle of the month
c) At the end of the month
d) When need arises

16) Reasons for buying in supermarket

a) Fixed price
b) Freshness of the product
c) Commodities arranged or displayed neatly
d) Availability of branded item
e) Self-service facility
f) Door delivery
-Agree -Strongly agree -Neutral -Strongly disagree -Disagree