Description
The objective of this report is on Factors Attracting Customers Into Apparel Retail Stores.
RESEARCH METHODOLOGY
A REPORT ON FACTORS ATTRACTING CUSTOMERS INTO APPAREL RETAIL STORES.
CONTENTS
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1. INTRODUCTION TO THE RETAIL SECTOR.....................................3 2 PROBLEM STATEMENT................................................................... ........4 3. OBJECTIVE STATEMENT................................................................... .....4 4. SCHEMATIC DIAGRAM FOR THOERETICAL FRAMEWORK...4 5.VARIABLES................................................................. ..................................5 6.OPEARTIONAL DEFINITION.................................................................. 6 7.LITERATURE REVIEW......................................................................... ......9 8.ANALYSIS................................................................... .................................11 9.CONCLUSION.............................................................. ...............................29
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INTRODUCTION TO THE RETAIL SECTOR
The retail sector is expanding and modernizing rapidly in line with India’s economic growth. The total retail business in India is expected to grow at 13 per cent annually from US$ 322 billion in 2006-07 to US$ 590 billion in 2011-12. The unorganized retail sector is expected to grow at approximately 10 per cent per annum with sales rising from US$ 309 billion in 2006-07 to US$ 496 billion. Organized retail, which constituted a low four per cent of total retail in 2006-07, is estimated to grow at 45-50 per cent per annum and attain a 16 per cent share of total retail by 201112. In short, both unorganized and organized retail are bound not only to coexist but also achieve rapid and sustained growth in the coming years. Organised retail in India has the potential to add over Rs 2,00,000 crore ($45 billion) business by the Year 2010 generating employment for some 2.5 million people in various retail operations and over 10 million additional workforce in retail support activities including contract production & processing, supply chain & logistics, retail real estate development & management etc. After leading the IT bandwagon, India is poised to grow as a Retail hub. It is imperative to sustain the modernization of the retail sector and dispel the myth that the game is big Vs small or traditional Vs modern or organized Vs unorganized or local Vs foreign . Going by the current growth trend and considering the fact that existing prominent players in organised retail have stepped up their expansion drive with Reliance announcing big plans and other Indian corporate houses too evincing keenness on investing heavily in this sector as also the inking of the joint-venture between the world's largest retailer Wal-Mart and Bharti – The organised retail in India has indeed gained top speed and is now on the verge of take-off. The growth of the Indian economy is now manifesting itself in the growing purchasing power of its citizens. A ten to twelve per cent increase in the economy's disposable income and a much higher one in urban areas is also reflecting itself in the way goods and services are bought and sold”. As India emerges as one of the most potential markets for global brands and retailers and retail reinvents the way modern Indians celebrate their spending power, India that takes pride in its rich culture, heritage, art, craft and variety of wares must capitalize on this ever escalating consumerism and channelize the spending towards healthy consumption for overall development of the country.
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In India, apparel is the second largest retail category, representing 10 percent of the $37 billion retail market. It is expected to grow 12-15 percent per year. The apparel market is divided into four categories: men's wear, women's wear, unisex wear and kids' wear. The men's wear market accounts for 35.5 per cent of the total apparel market and is valued at Rs 41,700 crore. The women's wear market is 32.3 per cent of the total apparel market and is valued at Rs 37,900 crore. The unisex-wear market, valued at Rs 8,900 crore, is 7.5 per cent of the total apparel market. Many big companies are seeing this category of retailing as a golden opportunity to join the growth story and nurture profit of this huge growing market. PROBLEM STATEMENT: Factors attracting customers into apparel retail stores located in Mumbai. OBJECTIVE STATEMENT: to study the effect of :1. Ambience on customers’ attraction. 2. Customer’s satisfaction on customers’ attraction. 3. Membership schemes on customers’ attraction. 4. Brand names associated with retail stores on customers’ attraction when “customers’ trust “is an intervening variable. 5. More purchasing power on customers’ attraction. 6. Various brands available on customers’ attraction.
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SCHEMATIC DIAGRAM FOR THOERETICAL FRAMEWORK:
VARIABLES :
It is an attribute that takes different values (for the same object at different times or different objects at the same time ). EXAMPLE-age, attitude, absenteeism, profits, production units. Types of variables :
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• • • • • •
Dependent & Independent variable Intervening variable Moderating variables Continuous and discrete variables Extraneous variable Demographic variable
The variables in the schematic diagram are : Dependent variable-It is affected by the changes in the independent variable. It is not under the control of the researcher. The dependent variable is “attracting customer into apparel retail store.” Independent variable-It influences the dependent variable. It is under the control of the researcher. The independent variables are: • • • • • • Ambience Customer’s satisfaction Membership schemes Brand names associated with retail stores More purchasing power Various brands available
Intervening variable- It can neither be controlled nor studied. Its effect is to be inferred from the results. The intervening variable is: customer’s trust.
OPERATIONAL DEFINITIONS: 1. AMBIENCE:
a) Temperature 1) Cool
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2) Moderate b) Lighting of store 1) High illumination 2) Moderate illumination c) Lighting of racks 1) High illumination 2) Moderate illumination d) Music 1) English b) Low volume c) Medium volume 2) Hindi b) Low volume c) Medium volume 3) instrumentals b) Low volume c) Medium volume e) Hygiene a) Stores b) Washroom 2.CUSTOMER SATISFACTION: a) Quality of clothes b) Attendants 1) Always Attending 2) Only when called 2) Not attending 3. MEMBERSHIP SCHEMES:
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a) Special offers 1) Regular offers 2) Festive offers 3) End of season offer b) Special counters for members 4. BRAND NAMES ASSOCIATED WITH RETAIL STORES: a)retail store of big companies 1) Tatas - westside 2) Future group- pantaloon 3) ITC-lifestyle 4) Reliance-trends 5. MORE PURCHASING POWER: a) income range 6. VARIOUS BRANDS AVAILABLE: a) Indian brands b) Foreign brands 7. CUSTOMER’S TRUST: a) Rank your preferences b) Number of times same brand purchased
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LITERATURE REVIEW :
1. AMBIENCE- Ambience refers to a room’s level of lighting, music,
hygiene as well as the temperature of the store. So, Ambience has been further classified into: • Lighting- Lighting in the retail store could be lighting of the store and lighting of the racks. Both of them has been further classified as high and moderate where in terms of store, High means each & every corner as well as all sections are clearly visible and Moderate means they are just visible.And in terms of racks, High means that even minute detail of product is visible while Moderate means that the product is visible. • Temperature –Temperature of the retail store has been taken in terms of degrees. The temperature has been classified as between 16-20 degree Celsius and between 21-25 degree Celsius. • Music – Music is defined as the music which is being played in the retail store. It has been classified into English, Hindi and instrumentals. Where in each of them has been classified into medium and low. Here low means that the music is just audible and medium means that the music is clearly audible. • Hygiene- the hygiene of the store is with reference to the cleanliness of the retail store, that is, with the cleanliness of the floor, cleanliness of racks as well as the cleanliness of the
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2.
3.
4.
5.
6.
7.
products displayed in the store. It has been classified into satisfactory, ok and unsatisfactory. Customer Satisfaction- It is defined as the satisfaction of customers from the products offered to them and the services or the response of the attendants in the retail store. The quality of clothes has been further classified into satisfactory and unsatisfactory. The customer satisfaction from attendants in the retail store is gauged by the way they attend the customers. So, it is classified into always attending , only when called and not attending. Membership schemes- It is the special schemes or offers which is being availed by the members. Or it could be said that it is the facilities which the retail stores provide to keep their customers loyal to them. It is classified into special offers and special counters for members. The special offers to the members are further classified into regular offers, festive offers and end of season offer. For gauging the service at the special counter for members, it is classified into satisfactory, ok and unsatisfactory. Brand names associated with retail stores – it is the company under whom the retail store is operating. So, those retail stores have been considered parent companies are very big in size. So, they have been classified into Westside which is owned by TATAS, pantaloon which is owned by FUTURE GROUP, lifestyle which is owned by ITC and trends which is owned by RELIANCE. More purchasing power- It indicates to the growing middle class. So to gauge the purchasing power, the incomes are considered. The incomes are divided into four ranges wherein the last range is of annual income above Rs. 6 lakhs. Various brands – It is to indicate the total number of brands available in the retail store. Again, it has been classified into Indian and foreign brands. The number of Indian and foreign brands are further classified where above 6 number of brands is the highest range given. Customer’s trust- customer’s trust is the trust which the customer’s have on the parent companies or the names of the retail store. So this is well understood by ranking the preferences of the store and to cross check this, number of times the same brand purchased is also to be mentioned.
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ANALYSIS
Variable Information Measurement Level Scale
Variable temperature
Position 1
Label what is the temperature of store how is the lighting of racks how is the lighting of store what is the type of music in the store how is the hygeine of store how is the hygeine of washroom how is the quality of clothes how is the service at specil counters
Column Width 9
Alignment Right
Print Format F8
Write Format F8
lightingRacks 2 lightingStore 3 music 4 hygeineStore 5 hygeineWashroom 6 qualityClothes 7 serviceCounter 8
Scale
9
Right
F8
F8
Scale
10
Right
F8
F8
Scale
8
Right
F8
F8
Scale
9
Right
F8
F8
Scale
13
Right
F8
F8
Scale
8
Right
F8
F8
Scale
8
Right
F8
F8
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attendant 9 offerAvailed which of the following offer is most availed by you
how are the attendants in the store
Scale
8
Right
F8
F8
10
Scale
8
Right
F8
F8
workingIncome if you are a working professional ,what is your annual income if you are student,wha t is your annual income what is the no. of indian brands in the store what is the no. of foreign brands in the store RELIANCErank your preference for the retail store TATA-rank your preference for the retail store FUTURErank your preference for the retail store ITC- rank your preference for the retail store RELIANCEno. of times purchased
11
Scale
8
Right
F8
F8
studentIncome 12
Scale
8
Right
F8
F8
indianBrands 13
Scale
8
Right
F8
F8
foreignBrands 14
Scale
8
Right
F8
F8
prefRELIANCE 15
Scale
8
Right
F8
F8
prefTATA 16
Scale
8
Right
F8
F8
prefFUTURE 17
Scale
8
Right
F8
F8
prefITC 18
Scale
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F8
F8
timesRELIANCE 19
Scale
8
Right
F8
F8
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timesITC 20 timesTATA 21 timesFUTURE 22 Variables in the working file Variable Values Value temperature lightingRacks lightingStore music Label between 16-20 degree celcius between 21-25 degree celcius high moderate high moderate english-medium english-low hindi-medium hindi-low instrumental-medium instrumental-low satisfactory ok unsatisfactory satisfactory ok unsatisfactory satisfactory ok unsatisfactory satisfactory ok unsatisfactory attending not attending only when called regular offer festive offer end of season offer between 3-4 lakhs between 4-5 lakhs between 5-6 lakhs above 6 lakhs student between 50000-60000 between 60000-70000 between 70000-80000 ITC- no of times purchased TATA-no of times purchased FUTURE-no of times purchased
Scale
8
Right
F8
F8
Scale
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F8
F8
Scale
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F8
1 2 1 2 1 2 1 2 3 4 5 6
hygeineStore
1 2 3
hygeineWashroom
1 2 3
qualityClothes
1 2 3
serviceCounter
1 2 3
attendant
1 2 3
offerAvailed
1 2 3
workingIncome
1 2 3 4 5
studentIncome
1 2 3
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4 5 indianBrands 1 2 3 4 foreignBrands 1 2 3 4 prefRELIANCE 1 2 3 4 prefTATA 1 2 3 4 prefFUTURE 1 2 3 4 prefITC 1 2 3 4 timesRELIANCE 1 2 3 4 timesITC 1 2 3 4 timesTATA 1 2 3 4 timesFUTURE 1 2 3 4 above 80000 working professional 1 to 2 3 to 4 5 to 6 above 6 1 to 2 2 to 3 5 to 6 above 6 most preferred 2nd preferred 3rd preferred least preferred most preferred 2nd preferred 3rd preferred least preferred most preferred 2nd preferred 3rd preferred least preferred most preferred 2nd preferred 3rd preferred least preferred 1 to 2 times 3 to 4 times 5 to 6 times above 6 1 to 2 times 3 to 4 times 5 to 6 times above 6 times 1 to 2 times 3 to 4 times 5 to 6 times above 6 times 1 to 2 times 3 to 4 times 5 to 6 times above 6 times
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Crosstabs
RELIANCE- rank your preference for the retail store * RELIANCE-no. of times purchased Crosstabulation Count 1 to 2 times RELIANCE- rank your preference for the retail store most preferred 2nd preferred 3rd preferred least preferred Total RELIANCE-no. of times purchased 3 to 4 5 to 6 times times above 6 1 2 3 18 24 1 0 0 1 2 1 0 0 0 1 2 1 0 0 3
Total 5 3 3 19 30
From this table, we can infer that RELIANCE store was least preferred by 19 people which is more than half of the total respondents. So, the total number of times purchased from the store is also very low, that is, 1 to 2 times. There are total of 5 people who marked RELIANCE as most preferred but only two of them made purchases from that store above 6 times, one of them purchased 5 to 6 times and 3 to 4 times. One of the respondents marked the options erroneously by marking it as most preferred and marking the number of times purchased only 1 to 2 times. So, this store was not trusted at all by almost 2/3rd of the respondents.
TATA-rank your preference for the retail store * TATA-no of times purchased Crosstabulation Count
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TATA-no of times purchased 3 to 4 5 to 6 times times 2 2 4 8 0 7 2 9 2 7 2 11
1 to 2 times TATA-rank your preference for the retail store Total most preferred 2nd preferred 3rd preferred
above 6 times 1 1 0 2
Total 5 17 8 30
It can be inferred no one has marked TATA’s store as least preferred so there is no least preferred row in this table. Also, it can see that it is 2nd most preferred by 17 people and accordingly there have been purchases 3 to 4 times or 5 to 6 times. So, in a way we can infer that this store was trusted to a some extent by the respondents.
FUTURE-rank your preference for the retail store * FUTURE-no of times purchased Crosstabulation Count 1 to 2 times FUTURE-rank your preference for the retail store most preferred 2nd preferred 3rd preferred least preferred Total 2 0 6 3 11 FUTURE-no of times purchased 3 to 4 5 to 6 above 6 times times times 1 4 3 2 10 3 1 0 0 4 3 1 1 0 5
Total 9 6 10 5 30
It can be inferred that there was a mix of response for the retail store of
future group as 9 people had Future as most preferred and 10 people had the store as 3rd preference. There were just 5 people who had least preferred the store and even out of those 5 people only 3 had the minimum number of purchases from the store. So, we can say that the respondents had mix feelings about the store.
ITC-pantaloon rank your preference for the retail store * ITC- no of times purchased Crosstabulation Count ITC- no of times purchased ITC-pantaloon rank your preference for the retail store most preferred 2nd preferred 3rd preferred 1 to 2 times 2 1 2 3 to 4 times 2 3 5 5 to 6 times 3 0 2 above 6 times 3 0 0 Total 10 4 9
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least preferred Total 4 9 0 10 2 7 0 3 6 29
From this tabulation, it can be inferred that although the respondents had preferred the store but the total purchases from the store is very less. Only, out of 10 respondents there were 6 which comprised of purchases above 4 times. Also, most of the purchases were less than 4 times which indicates that it is not a trusted brand among the respondents. Here, there was also an error from the respondent as he did not fill the column of preference. So, the total number of responses was just 29.
if you are a working professional,what is your annual income * RELIANCE- rank your preference for the retail store Crosstabulation Count RELIANCE- rank your preference for the retail store most least preferred 2nd preferred 3rd preferred preferred 2 0 1 4 0 0 0 2 3 5 3 3 2 3 13 19
Total 7 2 21 30
if you are a working professional,what is your annual income Total
between 3-4 lakhs between 4-5 lakhs student
Here, there is a comparison of the annual income of working professional and his preference for the retail store. It can be inferred that most of the respondents were students whose preference for the store is least. Out of the 7 working professionals Only two preferred the reliance store the most and 4 preferred it the least. None of the working professionals from the income group of 4-5 lakhs trusted the store.This is mostly because the store has started recently so very few people have actually visited the store.
if you are a working professional,what is your annual income * TATA-rank your preference for the retail store Crosstabulation Count TATA-rank your preference for the retail store most preferred 2nd preferred 3rd preferred Total
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if you are a working professional,what is your annual income Total between 3-4 lakhs between 4-5 lakhs student 1 1 3 5 6 0 11 17 0 1 7 8 7 2 21 30
For the TATAS again we can see that again very few people from the working class of incomes between 4-5 lakhs trusted the store. This store was popular among students as none of them least preferred the store and more than 1/3rd of the respondents had choose it their 2nd preference. Among the working class also, respondents in the income range of 3-4 lakhs annually, the same preference was seen ,i.e., it was 2nd preferred.
if you are a working professional,what is your annual income * ITC- rank your preference for the retail store Crosstabulation Count ITC- rank your preference for the retail store most least preferred 2nd preferred 3rd preferred preferred 3 1 2 1 1 0 1 0 7 11 3 4 6 9 5 6
Total 7 2 21 30
if you are a working professional,what is your annual income Total
between 3-4 lakhs between 4-5 lakhs student
For the ITC store, we can see that there is a mixed preference for the people who are in the income range of 3-4 lakhs as 3 respondent trusted the store and marked it as most preferred store whereas 1 marked it as 2nd preferred and least preferred. The same views were seen in the respondents who were students. Even in the students, the preference for the store was almost equally distributed as 7 preferred the store and 6 has it as 3rd preferred and 5 with the least preference.
if you are student,what is your annual income * RELIANCE- rank your preference for the retail store Crosstabulation Count RELIANCE- rank your preference for the retail store most least preferred 2nd preferred 3rd preferred preferred 1 0 0 3 1 1 0 2 0 2 2 2
Total 4 4 6
if you are student,what is your annual
between 50000-60000 between 60000-70000 between 70000-80000
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income Total above 80000 working professional 1 2 5 0 0 3 0 1 3 6 6 19 7 9 30
The above table gives the preference of the store in relation to the students with different annual income. Here, once again we can see that RELIANCE is the least preferred store among most of the respondents. Also, it is least preferred in the students who have annual income above Rs.80000.
if you are student,what is your annual income * TATA-rank your preference for the retail store Crosstabulation Count TATA-rank your preference for the retail store most preferred if you are student,what is your annual income between 50000-60000 between 60000-70000 between 70000-80000 above 80000 working professional Total 0 1 1 1 2 5 2nd preferred 1 2 3 5 6 17 3rd preferred 3 1 2 1 1 8 Total 4 4 6 7 9 30
It can be inferred that out of 21 respondents who are students, 11 respondents gave it as 2nd preference whereas only 3 respondents preferred it the most. Once again, students with above Rs.80000 annual income gave the TATA store 2nd preference. It can also be inferred that most the responses of students with annual income above Rs.80000 is generally clustered on one preference rather than being distributed throughout the preferences.
if you are student,what is your annual income * FUTURE-rank your preference for the retail store Crosstabulation Count FUTURE-rank your preference for the retail store most least preferred 2nd preferred 3rd preferred preferred 3 0 1 0 1 1 1 1 3 1 1 9 1 2 2 6 1 3 4 10 1 1 2 5
Total 4 4 6 7 9 30
if you are student,what is your annual income
between 50000-60000 between 60000-70000 between 70000-80000 above 80000 working professional
Total
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It can be inferred from the table that the responses of students for the FUTURE group is distributed across all the preferences but mostly it is clustered as most preferred and 3rd preferred. Also, the number of students with annual income above Rs.80000 is high as compared to other income groups. There are a total of 4 students in the 1st income group in which 3 of them preferred future group store over other stores.
if you are student,what is your annual income * ITC- rank your preference for the retail store Crosstabulation Count ITC- rank your preference for the retail store most least preferred 2nd preferred 3rd preferred preferred 0 3 0 1 1 0 2 1 2 4 4 11 0 0 1 4 1 3 3 9 3 0 1 6
Total 4 4 6 7 9 30
if you are student,what is your annual income
between 50000-60000 between 60000-70000 between 70000-80000 above 80000 working professional
Total
It can be inferred that most of the students responses were distributed across the stores. However, 7students gave this store the highest preference. For 6 students it was 3rd preferred and for 5 students it was least preferred. Here out of 4 students in the 1st income group 3 students had this store as 2nd preferred and only 1 had it as least preferred. FREQUENCY –
what is the temperature of store
Frequency Valid between 16-20 degree celcius between 21-25 degree celcius Total 6 24 30 Percent 20.0 80.0 100.0 Valid Percent 20.0 80.0 100.0 Cumulative Percent 20.0 100.0
It can be inferred from the table that most of the people responded that the temperature of the store which they last visited was between 21-25 degree celcius. There were 24 people out of 30 who said this and this corresponded to 80 % of the total respondents.
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How is the lighting of racks
Frequency 14 16 30 Percent 46.7 53.3 100.0 Valid Percent 46.7 53.3 100.0 Cumulative Percent 46.7 100.0
Valid
high moderate Total
It can be inferred from the table that most of the people responded that the lighting of the racks which they last visited was moderate. There were 16 people out of 30 who said this and this corresponded to 53.3 % of the total respondents. How is the lighting of store
Frequency 21 9 30 Percent 70.0 30.0 100.0 Valid Percent 70.0 30.0 100.0 Cumulative Percent 70.0 100.0
Valid
High moderate Total
It can be inferred from the table that most of the people responded that the lighting of the store which they last visited was high. There were 21 people out of 30 who said this and this corresponded to 70 % of the total respondents.
What is the type of music in the store
Frequency 6 5 5 4 5 5 30 Percent 20.0 16.7 16.7 13.3 16.7 16.7 100.0 Valid Percent 20.0 16.7 16.7 13.3 16.7 16.7 100.0 Cumulative Percent 20.0 36.7 53.3 66.7 83.3 100.0
Valid
english-medium english-low hindi-medium hindi-low instrumental-medium instrumental-low Total
It can be inferred from the table that most of the people responded that the music of the store which they last visited was English-medium. There were 6 people out of 30 who said this and this corresponded to 20 % of the total respondents.
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How is the hygiene of store
Frequency 20 8 2 30 Percent 66.7 26.7 6.7 100.0 Valid Percent 66.7 26.7 6.7 100.0 Cumulative Percent 66.7 93.3 100.0
Valid
Satisfactory Ok unsatisfactory Total
It can be inferred from the table that most of the people responded that the hygiene of the store which they last visited was satisfactory. There were 20 people out of 30 who said this and this corresponded to 66.7 % of the total respondents. How is the hygiene of washroom
Frequency 15 12 3 30 Percent 50.0 40.0 10.0 100.0 Valid Percent 50.0 40.0 10.0 100.0 Cumulative Percent 50.0 90.0 100.0
Valid
satisfactory ok unsatisfactory Total
It can be inferred from the table that most of the people responded that the hygiene of the washroom which they last visited was satisfactory. There were 15 people out of 30 who said this and this corresponded to 50 % of the total respondents.
How is the quality of clothes
Frequency 14 13 3 30 Percent 46.7 43.3 10.0 100.0 Valid Percent 46.7 43.3 10.0 100.0 Cumulative Percent 46.7 90.0 100.0
Valid
satisfactory ok unsatisfactory Total
It can be inferred from the table that most of the people responded that the quality of the cloths in the store which they last visited was satisfactory. There were 14 people out of 30 who said this and this corresponded to 46.7 % of the total respondents.
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How is the service at specil counters
Frequency 13 12 5 30 Percent 43.3 40.0 16.7 100.0 Valid Percent 43.3 40.0 16.7 100.0 Cumulative Percent 43.3 83.3 100.0
Valid
Satisfactory Ok Unsatisfactory Total
It can be inferred from the table that most of the people responded that the service of the special counter in the store which they last visited was satisfactory. There were 13 people out of 30 who said this and this corresponded to 43.3 % of the total respondents. How are the attendants in the store
Frequency 17 5 8 30 Percent 56.7 16.7 26.7 100.0 Valid Percent 56.7 16.7 26.7 100.0 Cumulative Percent 56.7 73.3 100.0
Valid
attending not attending only when called Total
It can be inferred from the table that most of the people responded that the service of the attendants in the store which they last visited was attending. There were 17 people out of 30 who said this and this corresponded to 56.7 % of the total respondents.
Which of the following offer is most availed by you
Frequency 14 5 11 30 Percent 46.7 16.7 36.7 100.0 Valid Percent 46.7 16.7 36.7 100.0 Cumulative Percent 46.7 63.3 100.0
Valid
regular offer festive offer end of season offer Total
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It can be inferred from the table that most of the people responded that the regular offer was attracting more towards the store which they last visited. There were 14 people out of 30 who said this and this corresponded to 46.7 % of the total respondents. If you are a working professional,what is your annual income
Frequency 7 2 21 30 Percent 23.3 6.7 70.0 100.0 Valid Percent 23.3 6.7 70.0 100.0 Cumulative Percent 23.3 30.0 100.0
Valid
between 3-4 lakhs between 4-5 lakhs student Total
It can be inferred from the table that most of the people who are working professional which annual income is between 3-4 lakh . There were 7 people out of 30 who said this and this corresponded to 23.3 % of the total respondents. If you are student,what is your annual income
Frequency 4 4 6 7 9 30 Percent 13.3 13.3 20.0 23.3 30.0 100.0 Valid Percent 13.3 13.3 20.0 23.3 30.0 100.0 Cumulative Percent 13.3 26.7 46.7 70.0 100.0
Valid
between 50000-60000 between 60000-70000 between 70000-80000 above 80000 working professional Total
It can be inferred from the table that most of the people who are student which annual income is above 80,000 Rs. There were 7 people out of 30 who said this and this corresponded to 23.3 % of the total respondents.
What is the no. of indian brands in the store
Frequency 5 14 4 7 30 Percent 16.7 46.7 13.3 23.3 100.0 Valid Percent 16.7 46.7 13.3 23.3 100.0 Cumulative Percent 16.7 63.3 76.7 100.0
Valid
1 to 2 3 to 4 5 to 6 above 6 Total
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It can be inferred from the table that most of the people who are preferred Indian brand 3-4 times was most. There were 14 people out of 30 who said this and this corresponded to 46.7 % of the total respondents. What is the no. of foreign brands in the store
Frequency 8 10 4 8 30 Percent 26.7 33.3 13.3 26.7 100.0 Valid Percent 26.7 33.3 13.3 26.7 100.0 Cumulative Percent 26.7 60.0 73.3 100.0
Valid
1 to 2 2 to 3 5 to 6 above 6 Total
It can be inferred from the table that most of the people who are preferred foreign brand 2-3 times was most. There were 10 people out of 30 who said this and this corresponded to 33.3 % of the total respondents. RELIANCE- rank your preference for the retail store
Frequency 5 3 3 19 30 Percent 16.7 10.0 10.0 63.3 100.0 Valid Percent 16.7 10.0 10.0 63.3 100.0 Cumulative Percent 16.7 26.7 36.7 100.0
Valid
most preferred 2nd preferred 3rd preferred least preferred Total
It can be inferred from the table that most of the people who are least preferred Reliance brand was most. There were 19 people out of 30 who said this and this corresponded to 63.3 % of the total respondents.
TATA-rank your preference for the retail store
Frequency 5 17 8 30 Percent 16.7 56.7 26.7 100.0 Valid Percent 16.7 56.7 26.7 100.0 Cumulative Percent 16.7 73.3 100.0
Valid
most preferred 2nd preferred 3rd preferred Total
It can be inferred from the table that most of the people who are giving his second preference to TATA brand was most. There were 17 people out of 30 who said this and this corresponded to 56.7 % of the total respondents.
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FUTURE-rank your preference for the retail store
Frequency 9 6 10 5 30 Percent 30.0 20.0 33.3 16.7 100.0 Valid Percent 30.0 20.0 33.3 16.7 100.0 Cumulative Percent 30.0 50.0 83.3 100.0
Valid
most preferred 2nd preferred 3rd preferred least preferred Total
It can be inferred from the table that most of the people who are giving his third preference to FUTURE brand was most. There were 10 people out of 30 who said this and this corresponded to 33.3 % of the total respondents. ITC-pantaloon rank your preference for the retail store
Frequency 11 4 9 6 30 Percent 36.7 13.3 30.0 20.0 100.0 Valid Percent 36.7 13.3 30.0 20.0 100.0 Cumulative Percent 36.7 50.0 80.0 100.0
Valid
most preferred 2nd preferred 3rd preferred least preferred Total
It can be inferred from the table that most of the people who are giving his first preference to ITC brand was most. There were 11 people out of 30 who said this and this corresponded to 36.7 % of the total respondents.
RELIANCE-no. of times purchased
Frequency 24 2 1 Percent 80.0 6.7 3.3 Valid Percent 80.0 6.7 3.3 Cumulative Percent 80.0 86.7 90.0
Valid
1 to 2 times 3 to 4 times 5 to 6 times
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above 6 Total 3 30 10.0 100.0 10.0 100.0 100.0
It can be inferred from the table that most of the people who are giving his least preference to RELIANCE brand are also visiting only 1-2 times(least). There were 24 people out of 30 who said this and this corresponded to 80 % of the total respondents. ITC- no of times purchased
Frequency 9 10 7 3 29 1 30 Percent 30.0 33.3 23.3 10.0 96.7 3.3 100.0 Valid Percent 31.0 34.5 24.1 10.3 100.0 Cumulative Percent 31.0 65.5 89.7 100.0
Valid
1 to 2 times 3 to 4 times 5 to 6 times above 6 times Total
Missing Total
System
It can be inferred from the table that most of the people who are giving his first preference to ITC brand are also visiting only 3-4 times. There were 10 people out of 30 who said this and this corresponded to 30 % of the total respondents. TATA-no of times purchased
Frequency 8 9 11 2 30 Percent 26.7 30.0 36.7 6.7 100.0 Valid Percent 26.7 30.0 36.7 6.7 100.0 Cumulative Percent 26.7 56.7 93.3 100.0
Valid
1 to 2 times 3 to 4 times 5 to 6 times above 6 times Total
It can be inferred from the table that most of the people who are giving his second preference to TATA brand are also visiting 5-6 times(most). There were 11 people out of 30 who said this and this corresponded to 36.7 % of the total respondents.
FUTURE-no of times purchased
Frequency 11 10 4 Percent 36.7 33.3 13.3 Valid Percent 36.7 33.3 13.3 Cumulative Percent 36.7 70.0 83.3
Valid
1 to 2 times 3 to 4 times 5 to 6 times
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above 6 times Total 5 30 16.7 100.0 16.7 100.0 100.0
It can be inferred from the table that most of the people who are giving his third preference to FUTURE brand are also visiting 1-2 times(most). There were 11 people out of 30 who said this and this corresponded to 36.7 % of the total respondents.
CONCLUSION: All the factors mentioned in the report are crucial for attracting customers into apparel retail store. Also, the preference of the
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consumers and the customer’s trust depends on the parent companies of the retail stores. All these factors would lead to increase in the sales of the apparels in the retail stores .
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doc_739069518.doc
The objective of this report is on Factors Attracting Customers Into Apparel Retail Stores.
RESEARCH METHODOLOGY
A REPORT ON FACTORS ATTRACTING CUSTOMERS INTO APPAREL RETAIL STORES.
CONTENTS
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1. INTRODUCTION TO THE RETAIL SECTOR.....................................3 2 PROBLEM STATEMENT................................................................... ........4 3. OBJECTIVE STATEMENT................................................................... .....4 4. SCHEMATIC DIAGRAM FOR THOERETICAL FRAMEWORK...4 5.VARIABLES................................................................. ..................................5 6.OPEARTIONAL DEFINITION.................................................................. 6 7.LITERATURE REVIEW......................................................................... ......9 8.ANALYSIS................................................................... .................................11 9.CONCLUSION.............................................................. ...............................29
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INTRODUCTION TO THE RETAIL SECTOR
The retail sector is expanding and modernizing rapidly in line with India’s economic growth. The total retail business in India is expected to grow at 13 per cent annually from US$ 322 billion in 2006-07 to US$ 590 billion in 2011-12. The unorganized retail sector is expected to grow at approximately 10 per cent per annum with sales rising from US$ 309 billion in 2006-07 to US$ 496 billion. Organized retail, which constituted a low four per cent of total retail in 2006-07, is estimated to grow at 45-50 per cent per annum and attain a 16 per cent share of total retail by 201112. In short, both unorganized and organized retail are bound not only to coexist but also achieve rapid and sustained growth in the coming years. Organised retail in India has the potential to add over Rs 2,00,000 crore ($45 billion) business by the Year 2010 generating employment for some 2.5 million people in various retail operations and over 10 million additional workforce in retail support activities including contract production & processing, supply chain & logistics, retail real estate development & management etc. After leading the IT bandwagon, India is poised to grow as a Retail hub. It is imperative to sustain the modernization of the retail sector and dispel the myth that the game is big Vs small or traditional Vs modern or organized Vs unorganized or local Vs foreign . Going by the current growth trend and considering the fact that existing prominent players in organised retail have stepped up their expansion drive with Reliance announcing big plans and other Indian corporate houses too evincing keenness on investing heavily in this sector as also the inking of the joint-venture between the world's largest retailer Wal-Mart and Bharti – The organised retail in India has indeed gained top speed and is now on the verge of take-off. The growth of the Indian economy is now manifesting itself in the growing purchasing power of its citizens. A ten to twelve per cent increase in the economy's disposable income and a much higher one in urban areas is also reflecting itself in the way goods and services are bought and sold”. As India emerges as one of the most potential markets for global brands and retailers and retail reinvents the way modern Indians celebrate their spending power, India that takes pride in its rich culture, heritage, art, craft and variety of wares must capitalize on this ever escalating consumerism and channelize the spending towards healthy consumption for overall development of the country.
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In India, apparel is the second largest retail category, representing 10 percent of the $37 billion retail market. It is expected to grow 12-15 percent per year. The apparel market is divided into four categories: men's wear, women's wear, unisex wear and kids' wear. The men's wear market accounts for 35.5 per cent of the total apparel market and is valued at Rs 41,700 crore. The women's wear market is 32.3 per cent of the total apparel market and is valued at Rs 37,900 crore. The unisex-wear market, valued at Rs 8,900 crore, is 7.5 per cent of the total apparel market. Many big companies are seeing this category of retailing as a golden opportunity to join the growth story and nurture profit of this huge growing market. PROBLEM STATEMENT: Factors attracting customers into apparel retail stores located in Mumbai. OBJECTIVE STATEMENT: to study the effect of :1. Ambience on customers’ attraction. 2. Customer’s satisfaction on customers’ attraction. 3. Membership schemes on customers’ attraction. 4. Brand names associated with retail stores on customers’ attraction when “customers’ trust “is an intervening variable. 5. More purchasing power on customers’ attraction. 6. Various brands available on customers’ attraction.
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SCHEMATIC DIAGRAM FOR THOERETICAL FRAMEWORK:
VARIABLES :
It is an attribute that takes different values (for the same object at different times or different objects at the same time ). EXAMPLE-age, attitude, absenteeism, profits, production units. Types of variables :
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• • • • • •
Dependent & Independent variable Intervening variable Moderating variables Continuous and discrete variables Extraneous variable Demographic variable
The variables in the schematic diagram are : Dependent variable-It is affected by the changes in the independent variable. It is not under the control of the researcher. The dependent variable is “attracting customer into apparel retail store.” Independent variable-It influences the dependent variable. It is under the control of the researcher. The independent variables are: • • • • • • Ambience Customer’s satisfaction Membership schemes Brand names associated with retail stores More purchasing power Various brands available
Intervening variable- It can neither be controlled nor studied. Its effect is to be inferred from the results. The intervening variable is: customer’s trust.
OPERATIONAL DEFINITIONS: 1. AMBIENCE:
a) Temperature 1) Cool
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2) Moderate b) Lighting of store 1) High illumination 2) Moderate illumination c) Lighting of racks 1) High illumination 2) Moderate illumination d) Music 1) English b) Low volume c) Medium volume 2) Hindi b) Low volume c) Medium volume 3) instrumentals b) Low volume c) Medium volume e) Hygiene a) Stores b) Washroom 2.CUSTOMER SATISFACTION: a) Quality of clothes b) Attendants 1) Always Attending 2) Only when called 2) Not attending 3. MEMBERSHIP SCHEMES:
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a) Special offers 1) Regular offers 2) Festive offers 3) End of season offer b) Special counters for members 4. BRAND NAMES ASSOCIATED WITH RETAIL STORES: a)retail store of big companies 1) Tatas - westside 2) Future group- pantaloon 3) ITC-lifestyle 4) Reliance-trends 5. MORE PURCHASING POWER: a) income range 6. VARIOUS BRANDS AVAILABLE: a) Indian brands b) Foreign brands 7. CUSTOMER’S TRUST: a) Rank your preferences b) Number of times same brand purchased
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LITERATURE REVIEW :
1. AMBIENCE- Ambience refers to a room’s level of lighting, music,
hygiene as well as the temperature of the store. So, Ambience has been further classified into: • Lighting- Lighting in the retail store could be lighting of the store and lighting of the racks. Both of them has been further classified as high and moderate where in terms of store, High means each & every corner as well as all sections are clearly visible and Moderate means they are just visible.And in terms of racks, High means that even minute detail of product is visible while Moderate means that the product is visible. • Temperature –Temperature of the retail store has been taken in terms of degrees. The temperature has been classified as between 16-20 degree Celsius and between 21-25 degree Celsius. • Music – Music is defined as the music which is being played in the retail store. It has been classified into English, Hindi and instrumentals. Where in each of them has been classified into medium and low. Here low means that the music is just audible and medium means that the music is clearly audible. • Hygiene- the hygiene of the store is with reference to the cleanliness of the retail store, that is, with the cleanliness of the floor, cleanliness of racks as well as the cleanliness of the
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2.
3.
4.
5.
6.
7.
products displayed in the store. It has been classified into satisfactory, ok and unsatisfactory. Customer Satisfaction- It is defined as the satisfaction of customers from the products offered to them and the services or the response of the attendants in the retail store. The quality of clothes has been further classified into satisfactory and unsatisfactory. The customer satisfaction from attendants in the retail store is gauged by the way they attend the customers. So, it is classified into always attending , only when called and not attending. Membership schemes- It is the special schemes or offers which is being availed by the members. Or it could be said that it is the facilities which the retail stores provide to keep their customers loyal to them. It is classified into special offers and special counters for members. The special offers to the members are further classified into regular offers, festive offers and end of season offer. For gauging the service at the special counter for members, it is classified into satisfactory, ok and unsatisfactory. Brand names associated with retail stores – it is the company under whom the retail store is operating. So, those retail stores have been considered parent companies are very big in size. So, they have been classified into Westside which is owned by TATAS, pantaloon which is owned by FUTURE GROUP, lifestyle which is owned by ITC and trends which is owned by RELIANCE. More purchasing power- It indicates to the growing middle class. So to gauge the purchasing power, the incomes are considered. The incomes are divided into four ranges wherein the last range is of annual income above Rs. 6 lakhs. Various brands – It is to indicate the total number of brands available in the retail store. Again, it has been classified into Indian and foreign brands. The number of Indian and foreign brands are further classified where above 6 number of brands is the highest range given. Customer’s trust- customer’s trust is the trust which the customer’s have on the parent companies or the names of the retail store. So this is well understood by ranking the preferences of the store and to cross check this, number of times the same brand purchased is also to be mentioned.
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ANALYSIS
Variable Information Measurement Level Scale
Variable temperature
Position 1
Label what is the temperature of store how is the lighting of racks how is the lighting of store what is the type of music in the store how is the hygeine of store how is the hygeine of washroom how is the quality of clothes how is the service at specil counters
Column Width 9
Alignment Right
Print Format F8
Write Format F8
lightingRacks 2 lightingStore 3 music 4 hygeineStore 5 hygeineWashroom 6 qualityClothes 7 serviceCounter 8
Scale
9
Right
F8
F8
Scale
10
Right
F8
F8
Scale
8
Right
F8
F8
Scale
9
Right
F8
F8
Scale
13
Right
F8
F8
Scale
8
Right
F8
F8
Scale
8
Right
F8
F8
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attendant 9 offerAvailed which of the following offer is most availed by you
how are the attendants in the store
Scale
8
Right
F8
F8
10
Scale
8
Right
F8
F8
workingIncome if you are a working professional ,what is your annual income if you are student,wha t is your annual income what is the no. of indian brands in the store what is the no. of foreign brands in the store RELIANCErank your preference for the retail store TATA-rank your preference for the retail store FUTURErank your preference for the retail store ITC- rank your preference for the retail store RELIANCEno. of times purchased
11
Scale
8
Right
F8
F8
studentIncome 12
Scale
8
Right
F8
F8
indianBrands 13
Scale
8
Right
F8
F8
foreignBrands 14
Scale
8
Right
F8
F8
prefRELIANCE 15
Scale
8
Right
F8
F8
prefTATA 16
Scale
8
Right
F8
F8
prefFUTURE 17
Scale
8
Right
F8
F8
prefITC 18
Scale
8
Right
F8
F8
timesRELIANCE 19
Scale
8
Right
F8
F8
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timesITC 20 timesTATA 21 timesFUTURE 22 Variables in the working file Variable Values Value temperature lightingRacks lightingStore music Label between 16-20 degree celcius between 21-25 degree celcius high moderate high moderate english-medium english-low hindi-medium hindi-low instrumental-medium instrumental-low satisfactory ok unsatisfactory satisfactory ok unsatisfactory satisfactory ok unsatisfactory satisfactory ok unsatisfactory attending not attending only when called regular offer festive offer end of season offer between 3-4 lakhs between 4-5 lakhs between 5-6 lakhs above 6 lakhs student between 50000-60000 between 60000-70000 between 70000-80000 ITC- no of times purchased TATA-no of times purchased FUTURE-no of times purchased
Scale
8
Right
F8
F8
Scale
8
Right
F8
F8
Scale
8
Right
F8
F8
1 2 1 2 1 2 1 2 3 4 5 6
hygeineStore
1 2 3
hygeineWashroom
1 2 3
qualityClothes
1 2 3
serviceCounter
1 2 3
attendant
1 2 3
offerAvailed
1 2 3
workingIncome
1 2 3 4 5
studentIncome
1 2 3
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4 5 indianBrands 1 2 3 4 foreignBrands 1 2 3 4 prefRELIANCE 1 2 3 4 prefTATA 1 2 3 4 prefFUTURE 1 2 3 4 prefITC 1 2 3 4 timesRELIANCE 1 2 3 4 timesITC 1 2 3 4 timesTATA 1 2 3 4 timesFUTURE 1 2 3 4 above 80000 working professional 1 to 2 3 to 4 5 to 6 above 6 1 to 2 2 to 3 5 to 6 above 6 most preferred 2nd preferred 3rd preferred least preferred most preferred 2nd preferred 3rd preferred least preferred most preferred 2nd preferred 3rd preferred least preferred most preferred 2nd preferred 3rd preferred least preferred 1 to 2 times 3 to 4 times 5 to 6 times above 6 1 to 2 times 3 to 4 times 5 to 6 times above 6 times 1 to 2 times 3 to 4 times 5 to 6 times above 6 times 1 to 2 times 3 to 4 times 5 to 6 times above 6 times
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Crosstabs
RELIANCE- rank your preference for the retail store * RELIANCE-no. of times purchased Crosstabulation Count 1 to 2 times RELIANCE- rank your preference for the retail store most preferred 2nd preferred 3rd preferred least preferred Total RELIANCE-no. of times purchased 3 to 4 5 to 6 times times above 6 1 2 3 18 24 1 0 0 1 2 1 0 0 0 1 2 1 0 0 3
Total 5 3 3 19 30
From this table, we can infer that RELIANCE store was least preferred by 19 people which is more than half of the total respondents. So, the total number of times purchased from the store is also very low, that is, 1 to 2 times. There are total of 5 people who marked RELIANCE as most preferred but only two of them made purchases from that store above 6 times, one of them purchased 5 to 6 times and 3 to 4 times. One of the respondents marked the options erroneously by marking it as most preferred and marking the number of times purchased only 1 to 2 times. So, this store was not trusted at all by almost 2/3rd of the respondents.
TATA-rank your preference for the retail store * TATA-no of times purchased Crosstabulation Count
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TATA-no of times purchased 3 to 4 5 to 6 times times 2 2 4 8 0 7 2 9 2 7 2 11
1 to 2 times TATA-rank your preference for the retail store Total most preferred 2nd preferred 3rd preferred
above 6 times 1 1 0 2
Total 5 17 8 30
It can be inferred no one has marked TATA’s store as least preferred so there is no least preferred row in this table. Also, it can see that it is 2nd most preferred by 17 people and accordingly there have been purchases 3 to 4 times or 5 to 6 times. So, in a way we can infer that this store was trusted to a some extent by the respondents.
FUTURE-rank your preference for the retail store * FUTURE-no of times purchased Crosstabulation Count 1 to 2 times FUTURE-rank your preference for the retail store most preferred 2nd preferred 3rd preferred least preferred Total 2 0 6 3 11 FUTURE-no of times purchased 3 to 4 5 to 6 above 6 times times times 1 4 3 2 10 3 1 0 0 4 3 1 1 0 5
Total 9 6 10 5 30
It can be inferred that there was a mix of response for the retail store of
future group as 9 people had Future as most preferred and 10 people had the store as 3rd preference. There were just 5 people who had least preferred the store and even out of those 5 people only 3 had the minimum number of purchases from the store. So, we can say that the respondents had mix feelings about the store.
ITC-pantaloon rank your preference for the retail store * ITC- no of times purchased Crosstabulation Count ITC- no of times purchased ITC-pantaloon rank your preference for the retail store most preferred 2nd preferred 3rd preferred 1 to 2 times 2 1 2 3 to 4 times 2 3 5 5 to 6 times 3 0 2 above 6 times 3 0 0 Total 10 4 9
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least preferred Total 4 9 0 10 2 7 0 3 6 29
From this tabulation, it can be inferred that although the respondents had preferred the store but the total purchases from the store is very less. Only, out of 10 respondents there were 6 which comprised of purchases above 4 times. Also, most of the purchases were less than 4 times which indicates that it is not a trusted brand among the respondents. Here, there was also an error from the respondent as he did not fill the column of preference. So, the total number of responses was just 29.
if you are a working professional,what is your annual income * RELIANCE- rank your preference for the retail store Crosstabulation Count RELIANCE- rank your preference for the retail store most least preferred 2nd preferred 3rd preferred preferred 2 0 1 4 0 0 0 2 3 5 3 3 2 3 13 19
Total 7 2 21 30
if you are a working professional,what is your annual income Total
between 3-4 lakhs between 4-5 lakhs student
Here, there is a comparison of the annual income of working professional and his preference for the retail store. It can be inferred that most of the respondents were students whose preference for the store is least. Out of the 7 working professionals Only two preferred the reliance store the most and 4 preferred it the least. None of the working professionals from the income group of 4-5 lakhs trusted the store.This is mostly because the store has started recently so very few people have actually visited the store.
if you are a working professional,what is your annual income * TATA-rank your preference for the retail store Crosstabulation Count TATA-rank your preference for the retail store most preferred 2nd preferred 3rd preferred Total
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if you are a working professional,what is your annual income Total between 3-4 lakhs between 4-5 lakhs student 1 1 3 5 6 0 11 17 0 1 7 8 7 2 21 30
For the TATAS again we can see that again very few people from the working class of incomes between 4-5 lakhs trusted the store. This store was popular among students as none of them least preferred the store and more than 1/3rd of the respondents had choose it their 2nd preference. Among the working class also, respondents in the income range of 3-4 lakhs annually, the same preference was seen ,i.e., it was 2nd preferred.
if you are a working professional,what is your annual income * ITC- rank your preference for the retail store Crosstabulation Count ITC- rank your preference for the retail store most least preferred 2nd preferred 3rd preferred preferred 3 1 2 1 1 0 1 0 7 11 3 4 6 9 5 6
Total 7 2 21 30
if you are a working professional,what is your annual income Total
between 3-4 lakhs between 4-5 lakhs student
For the ITC store, we can see that there is a mixed preference for the people who are in the income range of 3-4 lakhs as 3 respondent trusted the store and marked it as most preferred store whereas 1 marked it as 2nd preferred and least preferred. The same views were seen in the respondents who were students. Even in the students, the preference for the store was almost equally distributed as 7 preferred the store and 6 has it as 3rd preferred and 5 with the least preference.
if you are student,what is your annual income * RELIANCE- rank your preference for the retail store Crosstabulation Count RELIANCE- rank your preference for the retail store most least preferred 2nd preferred 3rd preferred preferred 1 0 0 3 1 1 0 2 0 2 2 2
Total 4 4 6
if you are student,what is your annual
between 50000-60000 between 60000-70000 between 70000-80000
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income Total above 80000 working professional 1 2 5 0 0 3 0 1 3 6 6 19 7 9 30
The above table gives the preference of the store in relation to the students with different annual income. Here, once again we can see that RELIANCE is the least preferred store among most of the respondents. Also, it is least preferred in the students who have annual income above Rs.80000.
if you are student,what is your annual income * TATA-rank your preference for the retail store Crosstabulation Count TATA-rank your preference for the retail store most preferred if you are student,what is your annual income between 50000-60000 between 60000-70000 between 70000-80000 above 80000 working professional Total 0 1 1 1 2 5 2nd preferred 1 2 3 5 6 17 3rd preferred 3 1 2 1 1 8 Total 4 4 6 7 9 30
It can be inferred that out of 21 respondents who are students, 11 respondents gave it as 2nd preference whereas only 3 respondents preferred it the most. Once again, students with above Rs.80000 annual income gave the TATA store 2nd preference. It can also be inferred that most the responses of students with annual income above Rs.80000 is generally clustered on one preference rather than being distributed throughout the preferences.
if you are student,what is your annual income * FUTURE-rank your preference for the retail store Crosstabulation Count FUTURE-rank your preference for the retail store most least preferred 2nd preferred 3rd preferred preferred 3 0 1 0 1 1 1 1 3 1 1 9 1 2 2 6 1 3 4 10 1 1 2 5
Total 4 4 6 7 9 30
if you are student,what is your annual income
between 50000-60000 between 60000-70000 between 70000-80000 above 80000 working professional
Total
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It can be inferred from the table that the responses of students for the FUTURE group is distributed across all the preferences but mostly it is clustered as most preferred and 3rd preferred. Also, the number of students with annual income above Rs.80000 is high as compared to other income groups. There are a total of 4 students in the 1st income group in which 3 of them preferred future group store over other stores.
if you are student,what is your annual income * ITC- rank your preference for the retail store Crosstabulation Count ITC- rank your preference for the retail store most least preferred 2nd preferred 3rd preferred preferred 0 3 0 1 1 0 2 1 2 4 4 11 0 0 1 4 1 3 3 9 3 0 1 6
Total 4 4 6 7 9 30
if you are student,what is your annual income
between 50000-60000 between 60000-70000 between 70000-80000 above 80000 working professional
Total
It can be inferred that most of the students responses were distributed across the stores. However, 7students gave this store the highest preference. For 6 students it was 3rd preferred and for 5 students it was least preferred. Here out of 4 students in the 1st income group 3 students had this store as 2nd preferred and only 1 had it as least preferred. FREQUENCY –
what is the temperature of store
Frequency Valid between 16-20 degree celcius between 21-25 degree celcius Total 6 24 30 Percent 20.0 80.0 100.0 Valid Percent 20.0 80.0 100.0 Cumulative Percent 20.0 100.0
It can be inferred from the table that most of the people responded that the temperature of the store which they last visited was between 21-25 degree celcius. There were 24 people out of 30 who said this and this corresponded to 80 % of the total respondents.
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How is the lighting of racks
Frequency 14 16 30 Percent 46.7 53.3 100.0 Valid Percent 46.7 53.3 100.0 Cumulative Percent 46.7 100.0
Valid
high moderate Total
It can be inferred from the table that most of the people responded that the lighting of the racks which they last visited was moderate. There were 16 people out of 30 who said this and this corresponded to 53.3 % of the total respondents. How is the lighting of store
Frequency 21 9 30 Percent 70.0 30.0 100.0 Valid Percent 70.0 30.0 100.0 Cumulative Percent 70.0 100.0
Valid
High moderate Total
It can be inferred from the table that most of the people responded that the lighting of the store which they last visited was high. There were 21 people out of 30 who said this and this corresponded to 70 % of the total respondents.
What is the type of music in the store
Frequency 6 5 5 4 5 5 30 Percent 20.0 16.7 16.7 13.3 16.7 16.7 100.0 Valid Percent 20.0 16.7 16.7 13.3 16.7 16.7 100.0 Cumulative Percent 20.0 36.7 53.3 66.7 83.3 100.0
Valid
english-medium english-low hindi-medium hindi-low instrumental-medium instrumental-low Total
It can be inferred from the table that most of the people responded that the music of the store which they last visited was English-medium. There were 6 people out of 30 who said this and this corresponded to 20 % of the total respondents.
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How is the hygiene of store
Frequency 20 8 2 30 Percent 66.7 26.7 6.7 100.0 Valid Percent 66.7 26.7 6.7 100.0 Cumulative Percent 66.7 93.3 100.0
Valid
Satisfactory Ok unsatisfactory Total
It can be inferred from the table that most of the people responded that the hygiene of the store which they last visited was satisfactory. There were 20 people out of 30 who said this and this corresponded to 66.7 % of the total respondents. How is the hygiene of washroom
Frequency 15 12 3 30 Percent 50.0 40.0 10.0 100.0 Valid Percent 50.0 40.0 10.0 100.0 Cumulative Percent 50.0 90.0 100.0
Valid
satisfactory ok unsatisfactory Total
It can be inferred from the table that most of the people responded that the hygiene of the washroom which they last visited was satisfactory. There were 15 people out of 30 who said this and this corresponded to 50 % of the total respondents.
How is the quality of clothes
Frequency 14 13 3 30 Percent 46.7 43.3 10.0 100.0 Valid Percent 46.7 43.3 10.0 100.0 Cumulative Percent 46.7 90.0 100.0
Valid
satisfactory ok unsatisfactory Total
It can be inferred from the table that most of the people responded that the quality of the cloths in the store which they last visited was satisfactory. There were 14 people out of 30 who said this and this corresponded to 46.7 % of the total respondents.
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How is the service at specil counters
Frequency 13 12 5 30 Percent 43.3 40.0 16.7 100.0 Valid Percent 43.3 40.0 16.7 100.0 Cumulative Percent 43.3 83.3 100.0
Valid
Satisfactory Ok Unsatisfactory Total
It can be inferred from the table that most of the people responded that the service of the special counter in the store which they last visited was satisfactory. There were 13 people out of 30 who said this and this corresponded to 43.3 % of the total respondents. How are the attendants in the store
Frequency 17 5 8 30 Percent 56.7 16.7 26.7 100.0 Valid Percent 56.7 16.7 26.7 100.0 Cumulative Percent 56.7 73.3 100.0
Valid
attending not attending only when called Total
It can be inferred from the table that most of the people responded that the service of the attendants in the store which they last visited was attending. There were 17 people out of 30 who said this and this corresponded to 56.7 % of the total respondents.
Which of the following offer is most availed by you
Frequency 14 5 11 30 Percent 46.7 16.7 36.7 100.0 Valid Percent 46.7 16.7 36.7 100.0 Cumulative Percent 46.7 63.3 100.0
Valid
regular offer festive offer end of season offer Total
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It can be inferred from the table that most of the people responded that the regular offer was attracting more towards the store which they last visited. There were 14 people out of 30 who said this and this corresponded to 46.7 % of the total respondents. If you are a working professional,what is your annual income
Frequency 7 2 21 30 Percent 23.3 6.7 70.0 100.0 Valid Percent 23.3 6.7 70.0 100.0 Cumulative Percent 23.3 30.0 100.0
Valid
between 3-4 lakhs between 4-5 lakhs student Total
It can be inferred from the table that most of the people who are working professional which annual income is between 3-4 lakh . There were 7 people out of 30 who said this and this corresponded to 23.3 % of the total respondents. If you are student,what is your annual income
Frequency 4 4 6 7 9 30 Percent 13.3 13.3 20.0 23.3 30.0 100.0 Valid Percent 13.3 13.3 20.0 23.3 30.0 100.0 Cumulative Percent 13.3 26.7 46.7 70.0 100.0
Valid
between 50000-60000 between 60000-70000 between 70000-80000 above 80000 working professional Total
It can be inferred from the table that most of the people who are student which annual income is above 80,000 Rs. There were 7 people out of 30 who said this and this corresponded to 23.3 % of the total respondents.
What is the no. of indian brands in the store
Frequency 5 14 4 7 30 Percent 16.7 46.7 13.3 23.3 100.0 Valid Percent 16.7 46.7 13.3 23.3 100.0 Cumulative Percent 16.7 63.3 76.7 100.0
Valid
1 to 2 3 to 4 5 to 6 above 6 Total
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It can be inferred from the table that most of the people who are preferred Indian brand 3-4 times was most. There were 14 people out of 30 who said this and this corresponded to 46.7 % of the total respondents. What is the no. of foreign brands in the store
Frequency 8 10 4 8 30 Percent 26.7 33.3 13.3 26.7 100.0 Valid Percent 26.7 33.3 13.3 26.7 100.0 Cumulative Percent 26.7 60.0 73.3 100.0
Valid
1 to 2 2 to 3 5 to 6 above 6 Total
It can be inferred from the table that most of the people who are preferred foreign brand 2-3 times was most. There were 10 people out of 30 who said this and this corresponded to 33.3 % of the total respondents. RELIANCE- rank your preference for the retail store
Frequency 5 3 3 19 30 Percent 16.7 10.0 10.0 63.3 100.0 Valid Percent 16.7 10.0 10.0 63.3 100.0 Cumulative Percent 16.7 26.7 36.7 100.0
Valid
most preferred 2nd preferred 3rd preferred least preferred Total
It can be inferred from the table that most of the people who are least preferred Reliance brand was most. There were 19 people out of 30 who said this and this corresponded to 63.3 % of the total respondents.
TATA-rank your preference for the retail store
Frequency 5 17 8 30 Percent 16.7 56.7 26.7 100.0 Valid Percent 16.7 56.7 26.7 100.0 Cumulative Percent 16.7 73.3 100.0
Valid
most preferred 2nd preferred 3rd preferred Total
It can be inferred from the table that most of the people who are giving his second preference to TATA brand was most. There were 17 people out of 30 who said this and this corresponded to 56.7 % of the total respondents.
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FUTURE-rank your preference for the retail store
Frequency 9 6 10 5 30 Percent 30.0 20.0 33.3 16.7 100.0 Valid Percent 30.0 20.0 33.3 16.7 100.0 Cumulative Percent 30.0 50.0 83.3 100.0
Valid
most preferred 2nd preferred 3rd preferred least preferred Total
It can be inferred from the table that most of the people who are giving his third preference to FUTURE brand was most. There were 10 people out of 30 who said this and this corresponded to 33.3 % of the total respondents. ITC-pantaloon rank your preference for the retail store
Frequency 11 4 9 6 30 Percent 36.7 13.3 30.0 20.0 100.0 Valid Percent 36.7 13.3 30.0 20.0 100.0 Cumulative Percent 36.7 50.0 80.0 100.0
Valid
most preferred 2nd preferred 3rd preferred least preferred Total
It can be inferred from the table that most of the people who are giving his first preference to ITC brand was most. There were 11 people out of 30 who said this and this corresponded to 36.7 % of the total respondents.
RELIANCE-no. of times purchased
Frequency 24 2 1 Percent 80.0 6.7 3.3 Valid Percent 80.0 6.7 3.3 Cumulative Percent 80.0 86.7 90.0
Valid
1 to 2 times 3 to 4 times 5 to 6 times
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above 6 Total 3 30 10.0 100.0 10.0 100.0 100.0
It can be inferred from the table that most of the people who are giving his least preference to RELIANCE brand are also visiting only 1-2 times(least). There were 24 people out of 30 who said this and this corresponded to 80 % of the total respondents. ITC- no of times purchased
Frequency 9 10 7 3 29 1 30 Percent 30.0 33.3 23.3 10.0 96.7 3.3 100.0 Valid Percent 31.0 34.5 24.1 10.3 100.0 Cumulative Percent 31.0 65.5 89.7 100.0
Valid
1 to 2 times 3 to 4 times 5 to 6 times above 6 times Total
Missing Total
System
It can be inferred from the table that most of the people who are giving his first preference to ITC brand are also visiting only 3-4 times. There were 10 people out of 30 who said this and this corresponded to 30 % of the total respondents. TATA-no of times purchased
Frequency 8 9 11 2 30 Percent 26.7 30.0 36.7 6.7 100.0 Valid Percent 26.7 30.0 36.7 6.7 100.0 Cumulative Percent 26.7 56.7 93.3 100.0
Valid
1 to 2 times 3 to 4 times 5 to 6 times above 6 times Total
It can be inferred from the table that most of the people who are giving his second preference to TATA brand are also visiting 5-6 times(most). There were 11 people out of 30 who said this and this corresponded to 36.7 % of the total respondents.
FUTURE-no of times purchased
Frequency 11 10 4 Percent 36.7 33.3 13.3 Valid Percent 36.7 33.3 13.3 Cumulative Percent 36.7 70.0 83.3
Valid
1 to 2 times 3 to 4 times 5 to 6 times
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above 6 times Total 5 30 16.7 100.0 16.7 100.0 100.0
It can be inferred from the table that most of the people who are giving his third preference to FUTURE brand are also visiting 1-2 times(most). There were 11 people out of 30 who said this and this corresponded to 36.7 % of the total respondents.
CONCLUSION: All the factors mentioned in the report are crucial for attracting customers into apparel retail store. Also, the preference of the
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consumers and the customer’s trust depends on the parent companies of the retail stores. All these factors would lead to increase in the sales of the apparels in the retail stores .
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