A STUDY OF CONSUMER BEHAVIOR TOWARDS ORGANIZED FOOD RETAIL STORESS IN BHOPAL CITY Dr. Satendra Thakur* 1, Dr. Suresh Kumar Sharma 2, Deepak Kumar 3

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1 ISSN: IJMRR/June 2016/ Volume 6/Issue 6/Article No-9/ Dr. Satendra Thakur et. al., / International Journal of Management Research & Review A STUDY OF CONSUMER BEHAVIOR TOWARDS ORGANIZED FOOD RETAIL STORESS IN BHOPAL CITY Dr. Satendra Thakur* 1, Dr. Suresh Kumar Sharma 2, Deepak Kumar 3 1 Associate Professor & Dean, Maharana Pratap College of Management, Bhopal, India. ABSTRACT 2 Director, VIP College of Management, Bhopal, India. 3 Assistant Professor, Maharana Pratap College of Management, Bhopal, India. In this present age of business consumer behavior has become most vital factor for each and every business organizations. However study of consumer behavior is important for both consumer and well as business organizations. In this research paper we have describe the relationship between organized food retail stores and consumer behavior, for this purpose we have identify three major aspect of organized food retail stores such as Product, Price and Service. The findings of the study clearly indicated that Product, Price and Service of organized food retail stores are positively and significantly related with consumer behavior. On the basis of findings we have given recommendations as well. CONTEXT OF THE PROBLEM In India the retail sector has been grow very fast because majority of consumer are fully interested to purchase goods and services from one particular place. At this scenario of the business organized retail stores has become much essential part of the retail sector, because food stores continuously provide wide verity of product as per requirement and need of the consumer or its also provide house hold product which is consumed by the consumer in daily life. The study of consumer behavior has become compulsion issue for each and every retailer because the purchasing of goods and service depend upon the behavior of consumer; they also know that positive behavior of consumer towards product and service assist organization to survive in a long life. Bhopal is the capital and heart of Madhya Pradesh and also known as the city of lack. In Bhopal number of food retail stores frequently to used by the consumer for purchasing as per need. This research study deals with the behavior of consumer towards the product and service provide by organized food retail stores in Bhopal City. The definition The dynamic interaction of affect and cognition, behavior and the environment by which human beings conduct the exchange aspects of their lives. American Marketing Association *Corresponding Author 843

2 REVIEW OF LITERATURE Lakshmi Narayana K et al., 2013[5], This research study deals with the consumer buying behavior towards organized and unorganized food retail stores in Bangalore city, the finding of this study indicated that the growth of the Indian retail sector depends on the consumer behavior this change has occur due to income, lifestyle and demographic factor. Farida Khan et al 2015[3], conduct research study on analysis of consumer behavior towards organized and unorganized retailing in Delhi region of NCR. This paper deals with the key determinants that influences consumer towards retail outlet choice. Findings of the study show that, attributes related to product, price, promotion, process has great impact on consumer behavior. Pandya Amit R et al 2012[7], conduct a research study on consumer behavior of organized and unorganized retail outlets in vadodara city, in this research study authors has covered those customer who directly purchased product from through organized and unorganized retail outlets Sangvikar B.V et al 2012[10], Conduct a research study on a study of consumer purchase behavior in organized retail outlets. In this research paper research have identify few dimensions such as product availability, spending pattern, consumers preferred stores, sales man services, and stores layout. Findings of the study have indicated that departmental stores play a great role amongst group of customer. Customers purchase behavior differ from price as well as variety of product RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology Research Design As such the research design descriptive and quantitative in nature we have used both primary as well as secondary data, primary data we have obtained from our personal contact with various people and secondary data we have obtained from various published research paper, books etc. Sample area and method In this research paper we have select the sample area in Bhopal City and adopted random sampling method. Tools In order to test the hypothesis and prove the findings we have used Correlation analysis and t- Test Objectives of the study Copyright 2016 Published by IJMRR. All rights reserved 844

3 The objectives of the study are as under To study about the Consumer Behavior To describe the relationship between Consumer behavior and Products of Organized food retail stores To describe the relationship between Consumer behavior and Price of Organized food retail stores products To describe the relationship between Consumer behavior and Service of Organized food retail stores Research frame work Organized Food Retail Stores H01 Product Price Service H02 H03 Consumer Behavior Development of hypothesis The hypothesis of the study is as under H01: There is no significant difference between Product of organized food retail stores and Consumer Behavior H02: There is no significant difference between Price of organized food retail stores Product and Consumer Behavior H03: There is no significant difference between service of organized food retail stores and Consumer Behavior. FINDINGS OF THE STUDY In the findings first we have apply correlation test among the study variable after that we have apply t test for prove the hypothesis. The result of hypothesis discussed in the following table. Table 1: Statements of result between study variable Table Value: Degree of Freedom: 5 Hypothesis r t Significant H H H Copyright 2016 Published by IJMRR. All rights reserved 845

4 Interpretations: Table 1 clearly indicated that for hypothesis first the r value is 0.68 and t value is 1.61, for hypothesis second r value is 0.83 and t value is 2.56 and hypothesis third r values is 0.59 and t value is Result of Hypothesis and key findings 1. Findings of the study suggested that for hypothesis one t value is 1.61 which is less than the table value hence our first hypothesis There is no significant difference between Product of organized food retail stores and Consumer Behavior is accepted hence H01:- accepted 2. Findings of the study suggested that for hypothesis two t value is 2.56 which is less than the table value hence our second hypothesis There is no significant difference between Price of organized food retail stores Product and Consumer Behavior is accepted, hence H02: accepted 3. Findings of the study suggested that for hypothesis three t value is 1.26 which is less than the table value hence our third hypothesis There is no significant difference between service of organized food retail stores and Consumer Behavior is accepted, hence H03: Accepted RECOMMENDATIONS As we have seen in findings that behavior of consumer is play a great and significant role towards the success of any business organizations. The study of consumer behavior assists each and every business units in order to create satisfy customer base. In this research study we have describe the relationship between consumer behaviors towards organized food retail stores in Bhopal city. For this purpose we have discussed and identify three main dimensions of organized food retail stores such as product, price and service. On the basis of findings the conclusion and suggestion of the study are as under 1. We can see in table, that there is no significant difference between product and consumer behavior it means product of organized food retail stores is related with consumer behavior. Therefore management of organized food retail stores should pay proper attention on the product towards creates positive consumer behavior in order to make them satisfy. Apart from it they should identify consumers need time to time regarding to the different types of product and fulfill their expectations. 2. Result of the study indicated that, there is no significant difference between Price of organized food retail stores Product and Consumer Behavior, it means price of organized food retail stores related with consumer behavior. Therefore management of organized food retail stores should pay proper attention towards price of the product in order to make them satisfy on the other hand they should time to time try to knows that price of the product match with the customer expectations or not 3. Findings of the study suggested that there is no significant difference between service of organized food retail stores and Consumer Behavior; it means service provided by the organized food retail stores is positively related with consumer behavior. Therefore for better Copyright 2016 Published by IJMRR. All rights reserved 846

5 result management of organized food retail stores continuously try to improve service as per customer expectation. On the other hand there should be proper department for customer complaints regarding to the quality of service. REFERENCE [1] Gupta H. et al. Effect of Orgenised retail on Unorganised retail in Indian retail market. Research Journal of Management Science 2012; 1: [2] Gupta U. Changing Consumer Preferences from Unorganized Retailing towards Organized Retailing: A Study in Jammu. Journal of Emerging Knowledge on Emerging Markets 2012; 4: 10. DOI: / X.1098 [3] Khan F et al. A Study of Consumer Behavior towards Grocery Retailing in Delhi Region of National Capital Region of India. International Journal of Business and Management Invention 2015; 4(11): [4] Madan RV. A comparative study of customer preferences towards fresh groceries: organized v/s unorganized retailers. IPEDR 2012; 55(38): [5] Narayana LK et al. A study on consumer buying behavior Towards organized and unorganized Retail stores in Bangalore city. International Journal of Management Research and Strategy 2013; 2(3): [6] Pandya A. et al. A study on consumer behavior of organized and unorganized retail outlets in vadodara city. International Journal of Engineering and Management Science 2012; 3(4): [7] Pandey SM. Organized retailing in India: challenges and opportunities. VSRD International Journal of Business & Management Research 2012; 2(3): [8] Shukla AS. A study of changing consumer behavior towards convenience stores by entrance of malls in India. Zenith International Journal of Business Economics & Management Research 2013; 1: 2-6. [9] Sathya R. An analysis on consumers intention of buying private label brands within food and grocery retail sector-a study in chennai region. Sajmmr 2012; 2(6): [10] Sangvikar BV. et al. A study of consumer purchase behavior in organized retail outlets: Journal of Business and Retail Management Research (JBRMR) 2012; 7(1): [11] Tandon UG. Changing consumer preferences from unorganized retailing towards organized retailing-a study in Jammu. Journal of Emerging Knowledge on Emerging markets 2012; 4: [12] Yadav S. et al. Customer patronage behavior in shopping mall: A review analysis. International Journal of Retailing & Rural Business Perspectives Pezzottaite Journals 2012; 1(2). Copyright 2016 Published by IJMRR. All rights reserved 847