ABSTRACT The project comprises of data collected fromcustomers purchasing products from the local Kirana store and the RelianceFresh department store in the Bistupur area of the town Jamshedpur. Questionswere asked to 5 women purchasing from kirana store and 5 women purchasing fromReliance Fresh department store to determine the difference in their purchasingbehaviour.
OBJECTIVES OF THE STUDY· Tounderstand the purchasing behaviour of customers purchasing from Kirana storeand Reliance Fresh store.· Tounderstand the spending practice of the Kirana store and Reliance Fresh storecustomer.· Tounderstand the factors that influence the purchasing behaviour of customers ofthe Kirana store and Reliance Fresh store. INTRODUCTIONThe purchasing behaviour is important as itshows us how a customer chooses, purchases, uses and then disposes the productand if or not is satisfied with the product. The behaviour is also of greatimportance to the retailers as it helps them decide and imply the marketingstrategies.
This differs for customers depending on the stores and the productto be purchased. The Indian Retail sector hascome off age and has gone through major transformation over the last decadewith a noticeable shift towards organised retailing. A T Kearney, a US Basedglobal management consulting firm has ranked India as the fourth mostattractive nation for retail investment among 30 flourishing markets. The retail market isexpected to reach a whooping Rs. 47 lakh crore by 2016-17, as it expands at acompounded annual growth rate of 15 per cent, accordingy to the ‘YesBank – Assocham’ study. The retail market, (includingorganised and unorganised retail), was at Rs. 23 lakh crore in 2011-12.According to the study, organised retail, that comprised just seven per cent ofthe overall retail market in 2011-12, is expected to grow at a CAGR of 24 percent and attain 10.
2 per cent share of the total retail sector by 2016-17. In terms of sheer space, theorganised retail supply in 2013 was about 4.7 million square feet (sq ft).
Thisshowed a 78 per cent increase over the total mall supply of just 2.5 million sqft in 2012. ANALYSISKIRANASTOREMentionedbelow is a survey conducted for the people who visit the Kunti Store (kiranastore) in Jamshedpur. The following are the questions asked and the analysis oftheir responses.
1.Scale ->Likert (1-very rarely to 5- very often)The graphshows that a majority of the participants visit the kirana store quiteregularly.2.Scale->Likert (1-very irrelevant to 5-very relevant)The graphshows that most participants want the kirana store to be easily accessible.3.
The piechart depicts that people going to the kirana store spend in the range ofRs0-Rs1000 with majority spending between Rs500-Rs1000. 4.Scale->Likert (1-very irrelevant to 5-very relevant)The graphdepicts that ambience of the store is relevant for most people.
5.Scale->Likert (1-very irrelevant to 5-very relevant)Theparticipants are partially inclined towards having a variety of products tochoose from. 6.Scale->Likert (1-very irrelevant to 5-very relevant)The graphshows that an equal proportion of participants being neutral as well asconsidering the factor important.
FINDINGS (Kirana Store)First, it isevident from the pie chart that lower income and middle class women consumersmake purchases at the Kirana stores. Most of theparticipants are regular visitors of the store. The majority considersaccessibility a relevant factor for ease of purchase nearby their homes. Jamshedpurbeing a place crowded with educated service professionals, the majority ofwomen give importance to the ambience of the store.The varietyof products and the staff etiquette have a divided opinion as an equal portiondo not give much importance to it and are neutral about it while the other halfconsiders it slightly relevant. RELIANCEFRESH STORE(DEPARTMENT STORE)Mentionedbelow is a survey conducted for the people who visit the Reliance Fresh inJamshedpur.
The following are the questions asked and the analysis of theirresponses. 1.Scale ->Likert (1-very rarely to 5- very often)The graphshows that a majority of the participants visit the department store quiteregularly. 2.Scale->Likert (1-very irrelevant to 5-very relevant)The graphdepicts that a majority of participants consider accessibility to be relevantwhile the rest are neutral about it. 3.The graphdepicts that all participants spend Rs.1000 and above with the vast majorityspending in the range of Rs.
1500-2000. 4.Scale->Likert (1-very irrelevant to 5-very relevant)The graphshows that the ambience of the store is an important factor for most of theparticipants. 5.Scale->Likert (1-very irrelevant to 5-very relevant)The graphclear depicts that most of the participants demand variety of products in thestore to choose from.
6.Scale->Likert (1-very irrelevant to 5-very relevant)The graphshows that people consider the etiquette of the staff working an importantfactor to make a purchase from that store. FINDINGS (Reliance Fresh Department Store)First, it iscan be seen from the pie chart that mostly high income households and middleclass people purchase from the department store.The majorityof the participants are regular visitors of the store.
The accessibility of thestore has a divided poll as participants have accepted that fact that mostdepartment stores are in the commercial areas which is not near to theresidential areas.The varietyof products is considered highly relevant as these income groups have thepurchasing potential to buy newer, better and different products.The staffetiquette and the ambience is considered relevant by most participants while asmall portion is neutral about it. CONCLUSION After conducting this survey, it can be saidthat the women participants had a few factors which they kept in considerationprior to the purchase of any product from the stores. Factors such asaccessibility, ambience, variety of products and employee etiquette wereconsidered. These factors helped the women participantspurchase from the Kunti Stores (kirana stores) or from Reliance Fresh(department store).
Tc This surveyhelped in understanding the purchasing behaviour of several women buyers in the Bistupur area of Jamshedpur.