A study on the effect of Business Practices adopted by Supermarkets on Buying Behaviour of Consumers

Transcription

1 A study on the effect of Business Practices adopted by Supermarkets on Buying Behaviour of Consumers Appendix Name : 2. Mobile No. : 3. Gender : Male Female 4. Qualification : SSC HSC Graduation Post Graduation 5. Occupation : Student Professional Business Salaried 6. Marital Status : Married Single 7. Age : 8. Annual Income (Rs.) Less than 1,00,000 1,00,000 to 2,50,000 2,50,001 to 4,00,000 4,00,001 to 5,50,000 5,50,001 & above 9. Number of members in the family More than No. of family members in the following age group. 0-5 (yrs) 6-15 (yrs) (yrs) (yrs) (yrs) 60 & above (yrs) 287

2 11. No. of visits to supermarket over a month & above 12. Monthly purchase from supermarket over a month (in Rs.) Less than & above 13. No. of visits to unorganised retail outlet over a month & above 14. Monthly purchase from unorganised retail outlet over a month (in Rs.) Less than & above 15. Which days of the week you prefer to shop? Beginning of the week Midweek Weekends 16. When do you usually go for shopping? Morning Afternoon Evening 17. You prefer shopping Alone With a companion With your family 18. Are you influenced by window display? Yes No 288

3 19. What attracts you to buy at a supermarket (Rate on a scale of 1-5, 5 means most attractive) a Reasonable Price b Credit Facility C Quality of Product D Accessibility E Billing F Familiarity with Retailer G Ambience H After sales service I Parking space J Good collection of products K Leisure/spending time L Branded products M Product range N Retail store image O Attractive offers/schemes P Discounts Q Helpful & Courteous staff R Loyalty Programmes S Goods return policies T Self Pick-up of products 20. Rank the following items on the basis of its influence on your decision to buy a particular item? (1-Highest, 6-Least influential) Brand Quality Price Discount Offers Environment Necessity 289

4 21. Who is the key decision maker for your purchases in the following categories? (Write 1 if yourself, 2 if Spouse, 3 if Kids, 4 if Parents, 6 if Friends, 7 if Peer, 8 if Tradition, 9 if Fashion). Food grains, Spices, Edible oils Biscuits & Chocolates Health Drinks Body Care Oral Care Washing items Vegetable & Fruits Other Utilities 22. Rate the following attributes as per your perception which adds value to a retail store. (Rate on a scale of 1-5, 5 means highest value, 1 means least value) Product assortment Attractive Offers / Schemes Ease of billing Knowledge & Efficient Customer-care service Standard of service 23. Which is the first source of information to you for knowing the different schemes or brands available in the retail outlet? Friends / Relatives TV Displays Announcements / Publicity Internet Radio Hoardings / Banners Newspaper / Magazine 290

5 24. Mark 1 to 10 as per preference for a store in the columns below: a Consistently provides the best values for your money b is most likely to have what you want in stock c keeps the customers updated of the products & discounts by advertising the same d has the best quality merchandise e maintains the best everyday price for most merchandise f has the lowest prices overall g has the most convenient store layout for shopping h has the widest selection of national brand merchandise i has a good shopping environment j provides good customer service 25. Fill in information about your shopping habits as per per following basis. (5:Strongly agree, 4:Agree, 3:Neither agree nor disagree, 2:Disagree, 1:Strongly Disagree) A Advertisement plays an important role in selecting brands B I don t like to go shopping C I make purchases only when there is need not an impulse D I like to shop at supermarkets to collect loyalty points E I prefer to shop in stores that offer a wide selection of products F I like to go to stores to see what s new G I like to shop in many different stores H I like to experiment with products 291

6 Appendix 2 INFORMATION TO BE SOUGHT FROM SUPERMARKET MANAGERS TO STUDY THEIR BUSINESS PRACTICES Name of Supermarket : Name of Person: Designation : Address : Ph. No. : Mobile : Company: Office details Address : website: Ph. No. : Mobile : A. Merchandise offered 1. No. of merchandise offered 2. Category of merchandise offered Food grains, Spices, Edible oils Biscuits & Chocolates (Sancks) Health Drinks Frozen goods(veg, Meat, fish) Body Care Oral Care Washing items Vegetable & Fruits Other Utilities 3. Proportion of branded products and private label in percentage No. of Private label Products No. of Other Branded products 292

7 4. Rank the following from 1 to 10 on the basis of its contribution to the business of the store. Food grains, Spices, Edible oils Biscuits & Chocolates Sancks Health Drinks Frozen goods (Veg, Meat, fish) Body Care Oral Care Washing items Vegetable & Fruits Other Utilities B. Perception about consumers 1. What kind of consumer class you feel are immediately attracted towards supermarkets Status conscious Fashion conscious Quality conscious Price conscious Leisure conscious 2. Which days of the week consumer prefer to shop? Beginning of the week Midweek Weekends 3. When do consumers usually prefer to shop? Morning Afternoon Evening 4. Consumers prefer shopping Alone With a companion With their family 293

8 5. Are consumers influenced by window display? Yes No 6. Please rate the following as the attracting factors for the consumers to buy at a supermarket (Rate on a scale of 1-5, 5 means most attractive) A Reasonable Price B Point of Purchase display C Quality of Product D Accessibility E Billing F Familiarity with Retailer G Ambience H After sales service I Parking space J Good collection of products K Leisure/spending time L Branded products M Product range N Retail store image O Attractive offers/schemes P Discounts Q Helpful & Courteous staff R Loyalty Programmes S Goods return policies T Self Pick-up of products 294

9 7. Rate the following attributes as per your perception which adds value to a retail store. (Rate on a scale of 1-5, 5 means highest value, 1 means least value) Product assortment Attractive Offers / Schemes Ease of billing Knowledge & Efficient Customer-care service Standard of service 8. Whether supermarkets can develop customer loyalty: 1. Yes 2. No If Yes, what are the reasons that supermarkets can attract Loyal Customers (Rank your Preference). a) Market service b) Trained sales staff Proper c) customer relationship management d) Personalized service e) Utility approach Innovative f) marketing practices g) Availability of products h) Value added service i) Quality service j) Parking k) Home Delivery 1)Strongly Agree 2)Agree 3)Neutral 4)Disagree 5)Strongly Disagree 9. Average No. of footfalls on weekdays & weekends 10. Average purchase of each customer on weekdays & weekends 295

10 C. Promotion 1. Please rate the usage of following tools you use to communicate with the your customers, with the scale of 1-5, where 1- Never Used & 5- Always Used Sr No Communication tool 1 Advertising 2 Sales Promotion 3 Publicity 4 Personal selling 2. What loyalty schemes/programmes do you have Scale Please give your opinion regarding the usage of sales promotion schemes to attract the customers in your supermarket with the scale of 1-5, where 1- Never Used & 5- Always Used Sr No Schemes 1 Price off 2 Coupons 3 Samples 4 Extra product 5 Free product 6 Contest / Sweepstake 7 Product Bundling Any other Scale Do you use the following strategy to attract the customers on weekend and holidays? Sr. Strategy to attract customer on Weekend and No. Holidays 1 In-Store Advertising 2 Frequent Shopping Programmes 3 Special offers on weekend / holidays 4 Special event on weekend / holidays 5 Promotion tied to local Organization or Charity 6 Targeted Direct Mail YES NO 296

11 D. Store location 1. Rate the following attributes as per your perception which are considered while selecting location for a store (Rate on a scale of 1-5, 5 means highest value, 1 means least value) Demographic features of the population Characteristics of household in the area Competition & Compatibility Traffic Accessibility Amenities available E. Store Layout & Shelving Pattern 1. Which factors are considered while designing store layout & shelving pattern? 2. What kind of store layout or design used? i). Free Flow Layout. ii). Grid Layout iii). Loop Layout. iv). Circulation Spine Layout. F. Procurement policies & Procedure, Sources of supply, Supply Chain G. Inventory & Stocking Pattern H. Extent of IT penetration Bar codes, RFID, Billing, Automated systems 297

12 I. Organisational Structure, No. & type of employees : Role, Training, Appearance J. Any other in-house facility for customers 298