1、CONSUMER BEHAVIOUR TOWORDS VISHAL MEGA MARTSOURAV RAINA11/13/2010TERM PAPEROFCONSUMER BEHAVIOURTOPIC- CONSUMER BEHAVIOUR TOWARDS VISHAL MEGA MARTSUBMITTED TO: - SUBMITTED BY:-Mr. AMIT DUTT Mr .SOURAV RAINALPU ROLL NO: - T1903A65SECTION: - T1903REG. NO: - 10907505ACKNOWLEDGEMENTWords often fail to ex
2、press ones inner feelings of gratitude and indebtedness to ones benefactors, but then it is only the readily available medium through which the undersigned can express his sincere thanks to all those who are associated with the work in one way or the other. Nothing concrete can be achieved without a
3、n optimal combination of inspiration and perspiration. No work can be accomplished without taking the guidance of the experts. It is only the critiques from ingenious intellectuals that helped transform a product into a quality product.Project work is never the work of an individual. It is more of a
4、 combination of use, suggestions and contributions and work involving many individuals. This project also bears the impact of many people. First and foremost I would like to gratefully acknowledge and express my sincere gratitude towards Mr. AMIT DUTT, my subject teacher who always helped and provid
5、ed guidance during the course of my project. I would like to extend my earnest thanks for his assistance in the course of making term papers. The learning during the project was immense b). Mrs. Uma Agarwal; andc). Mr. Surendra Kumar Agarwal.The following companies are the Promoters of the Company:a
6、). Unicon Marketing Private Limited;b). Ricon Commodities Private Limited; andc). Vishal Water World Private Limited.The company has during the year 2008, established its five new companies by the name of VRL Foods Ltd., VRL Movers Ltd., VRL Consumer Goods Ltd., VRL Fashions Ltd. people evaluate the
7、ir race more superior than the other races). The aim of this research is generally to examine Turkish consumers atttitudes towards foreign retailers products. In this respect, consumer ethnocentrism is explored among Turkish consumers. Besides, it is explored how this consumer ethnocentrism affect p
8、roduct judgement of foreign products and willingness to buy these products. The effect of age and education on attitudes is also investigated. Data was collected through a questionnaire. And this questionnaire was applied to 50 people in October 2009EVALUATION OF AND BEHAVIOR TOWARD THE VISUAL RETAI
9、L ENVIRONMENT: FUNCTION OF CONSUMERS VISUAL AESTHETIC SENSITIVITYSarah Eubanks WilhoitABSTRACT: - The primary goal of retail environments is to stimulate positive behavior from consumers viewing the fulfilled plan of the designer or architect. This study explores the influence of the consumer trait,
10、 visual aesthetic sensitivity, upon the visual aesthetic design features of the store environment and consumer behavior. Treatment of the visual aesthetic design features of the retail environment as an integrated, holistic arrangement demonstrate the dynamic interrelation of the environment and per
11、ception as explained by Gestalt theory. Data was collected through traditional survey techniques. Statistical analyses using exploratory factor analysis, ANCOVA, and MANCOVA reveal distinct differences between consumers with high versus low visual aesthetic sensitivity in store environment evaluatio
12、ns and consumer behavior.CONSUMER ATTITUDES TOWARDS THE AMERICAN RETAIL SYSTEMCharles A. LngeneAbstract: - This paper develops a theoretical model of consumer purchase decisions in a competitive retail system. Emphasis is placed on the relationship between per household expenditures and consumers su
13、rplus. It is shown that parametric changes can cause expenditures and surplus to move in opposite directions. Empirical evidence on factors which influence grocery and department store purchases is presented. Such evidence, in conjunction with the theoretical model, can offer insights into consumer
14、attitudes towards the American retail system. A micro-level, behavioral analysis predicated upon this research is then proposed as a method of determining actual consumer attitudes.UNDERSTANDING CONSUMERS ATTITUDE TOWARDS RETAIL STORE IN STOCKOUT SITUATIONSAAbstract: The study showed that six of the
15、 independent variables considered, namely, shopping attitude of respondent, store loyalty (SL), perceived store prices, store distance, shopping frequency, and brand loyalty (in order of importance of impact) significantly influenced consumers attitude towards retail store in out-of-stock.CONSUMER S
16、HOPPING BEHAVIOR AMONG MODERN RETAIL FORMATS Hotniar SiringoringoAbstract:- The given article shows that individual determinant such as shopping intension, attitude towards retail outlet, and shopping habit plays important role on consumer shopping decision. Attitude towards retail outlet and shoppi
17、ng habit influence shopping intension. This implies, retailers should concentrate on strategies in building consumers positive attitude towards retail, so that consumers visit their retail in order to make purchases regularly. However it found that it is no different of this individual determinant a
18、mong retail format. This imply, consumer visit all format in making convenience goods purchase.STUDY OF RURAL CONSUMER BEHAVIOR TOWARDS RURAL RETAIL STORESKrishan KumarAbstract:-In India for a long time a large chunk of retail outlets were grocery shop. This pattern had been changing in recent years
19、, in urban and rural markets. Of late, Indias largely rural population has also caught the eye of retailers looking for new areas of growth. A slew of supermarket chains, including those of the Tata and ITC, are set to storm the rural areas of the country as corporate realize the huge potential of t
20、he untapped market ITC launched the countrys first rural mall Chaupal Sagar, offering a diverse product range from FMCG to electronic appliances to automobiles, attempting to provide farmers a one-stop destination for all of their needs. Companies such as Godrej and DCM Shriram Consolidated are laun
21、ching one-stop shops for farmers and their communities. Godrej Agrovet, for instance, is planning to set up 1,000 Aadhar stores across rural India by 2010. DCM Shriram plans to set up 35 rural/semi-urban utility marts over 2006-07. Positioned as a one-stop shop, the Hariyali Kisaan Bazaar Chain will
22、 cater to a variety of farmers needs by providing access to retail banking, LPG outlets and even a motorcycle showroom.Marketers are trying to grab this untapped market but still the reach of those players is mere they should more focused and rural oriented. There are some points which they should u
23、ndertaken The retailer approach should be more professional like in urban The retailers should try for up selling and cross selling rather to focus on the bulk selling The promotion strategy should be local and easy to grab able for the target audience The quarries and questions should be addressed
24、by retailer The awareness about product quality should be spread between customer so they can shift to these stores rather to traditional stores Stores should enhance their portfolio so that more and more customers can find their needs.CONSUMER SHOPPING BEHAVIOR IN MALLS WITH LARGE SCALE ENTERTAINME
25、NT CENTERS.Abstract:- The concept of entertainment is hard to define in the context of a shopping center. It could be viewed in a very narrow sense as consisting of just fides, games, and shows, or in a broad sense as a combination of the entire shopping experience. The present study, however, focus
26、es specifically on common area entertainment centers within malls, operationally defined as a concentrated, centralized, entertainment area of at least 30,000 square feet and containing a variety of entertainment opportunities, including various types of rides for children, carrousels, miniature gol
27、f courses, soft play structures, simulator rides, etc. Although malls have traditionally offered several different types of entertainment options, it is this category that has seen the most growth in recent years.Most previous academic research studies have treated such entertainment centers as just
28、 one additional characteristic of a shopping center which could be included in retail gravitational models to predict consumer patronage of shopping centers or the market potential of a particular location. Such gravitation models have traditionally included factors such as distance and travel time,
29、 size of a shopping area, characteristics of the shopping center, consumer characteristics, and the cost of shopping to consumers (Craig, Ghosh, pleasurable shopping experiences (Dawson, Bloch, and the social aspects of mall shopping (Feinberg, Sheffler, Meoli, Jarboe & McDaniel, 1987).However, as m
30、entioned earlier, there has been very little academic research on mega-malls and the effects of entertainment centers in such malls on consumer behavior. Most of the research conducted on this relatively recent phenomenon has been done by either mall developers in specific malls (e.g., Stiller & Smi
31、th, 1992) or by private research agencies which provide a fee-based information service (e.g., U.L.I. Publications). These studies have primarily focused upon defining the trading area of the mall, the consumer characteristics, and the extent of patronage at various stores and entertainment centers.
32、 Testimonials to the effectiveness of the entertainment centers seem to be based not so much on this research as on the gut instinct of developers and the success of most of the mega-malls. For example, John Denlinger, the vice president of operations for Time-Out Amusements Inc., an operator of ent
33、ertainment centers, says that such entertainment centers “are helping attract people from farther away, encouraging them to bring the whole family to the mall, and getting them to shop more once they are there“. James Ginsberg, vice-president of Recreational Concepts Inc., also an operator of such e
34、ntertainment centers has similar views, “if malls get people into their centers, they will stay longer. This is especially true in the case of people coming from longer distances, who to justify the time spent getting there, are more likely to spend more money because they are there“ (Bivins 1989, p
35、.23). None of these statements, however, are supported by any published research findings.The present study seeks to provide this support by investigating the effects of the entertainment centers on the shopping behavior of consumers. In particular, the characteristics and shopping behavior of consu
36、mers who visit the entertainment centers is investigated and compared to the characteristics and shopping behavior of consumers who do not. Factors investigated include the distance traveled to reach the mall, demographic characteristics and group composition, the amount of time and money spent at t
37、he mall stores, the department stores, and the food court.RESEARCH METHODOLOGYThe present study was undertaken “CONSUMER BEHAVIOUR TOWARD VISHAL MEGA MART”. This chapter gives as research design, data collection method, sampling techniques, fieldwork carried out, limitations inherent in the project
38、and finally coverage of research workPrimary data:- primary data has been collected through the help of questionnaires by using the technique of JUDGEMENTAL SAMPLING.Secondary data: - secondary data has been collected with the help of various websites.Sample size: - 60ANALYSIS AND INTERPRETATIONWHAT
39、 IS YOUR OCCUPATION?(a) Businessman (firm/ company)(b) Govt. employee(c) Self employed(d) housewife(e) Any other, if yes, please specify_The above shown graph shows that housewives used to visit Vishal Mega mart, followed by self employed people and othersINCOME LEVEL (monthly)(a) 0000-5000(b) 5000-
40、20000(c) 20000-40000(d) 40000+The above graph shows that the people with the income between Rs 5000-20000 used to visit Vishal Mega Mart followed by the people with the income of Rs 0-5000 and Rs 2000040000.How frequently do you visit VISHAL MEGA MART?(a) Daily(b) Weekly(c) Monthly(d) Sometimesthe a
41、bove given graph shows that maximum people used to visit VISHAL MEGA MART sometimes followed by monthly and weekly basis.Pick one of the following retail stores, which you like to visit the most:-VISHAL MEGA MARTBIG BAZARWALLMARTEASYDAYRELIANCE SUPERIn the above graph it has been shown that that mos
42、t of people like to visit other stores as compare to Vishal Mega Mart.What is your Main purpose of visiting VISHAL MEGA MART?(1 for strongly agree, 2 for agree, 3 for neither agree nor disagree, 4 for disagree)(a) Leisure time activity 1 2 3 4 5 (b) Purchase of household items 1 2 3 4 5(c) Purchase
43、of other products 1 2 3 4 5FACTOR ANALYSIS OF THE FOLLOWING QUESTIONS:-How do you rate VISHAL MEGA MART on the following parameters?PARAMETERS VERY GOOD GOOD AVERAGE POOR Quality of productServicesEnvironment Price of the productProduct rangeDiscount and promotional schemesFactor Analysis:-Communali
44、tiesInitial Extractionquality of products 1.000 .366Services 1.000 .681environment 1.000 .660price of the products 1.000 .615product range 1.000 .476discount and promotional schemes 1.000 .570leisure time activity 1.000 .517purchase of household items 1.000 .513purchase of other items 1.000 .407Extr
45、action Method: Principal Component Analysis.Total Variance ExplainedInitial Eigenvalues Extraction Sums of Squared LoadingsComponent Total % of Variance Cumulative % Total % of Variance Cumulative %1 2.022 22.463 22.463 2.022 22.463 22.4632 1.521 16.901 39.364 1.521 16.901 39.3643 1.262 14.024 53.38
46、8 1.262 14.024 53.3884 .949 10.540 63.9295 .858 9.538 73.4676 .760 8.449 81.9167 .642 7.134 89.0508 .599 6.661 95.7109 .386 4.290 100.000Extraction Method: Principal Component Analysis.Component MatrixaComponent1 2 3quality of products -.426 .365 .226Services -.385 .730 .003environment -.302 -.437 .
47、615price of the products .507 -.597 .051product range .289 .292 .555discount and promotional schemes .495 .219 -.527leisure time activity .624 .233 .270purchase of household items .516 .275 .414purchase of other items .600 .211 -.040Extraction Method: Principal Component Analysis.a. 3 components ext
48、racted.Rotated Component MatrixaComponent1 2 3quality of products .558 .004 -.234Services .818 .033 .107environment -.142 .018 -.800price of the products -.772 .135 -.034product range .121 .659 -.164discount and promotional schemes -.139 .080 .738leisure time activity -.137 .678 .196purchase of hous
49、ehold items -.031 .714 .049purchase of other items -.166 .456 .413Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.a. Rotation converged in 4 iterations.INTERPRETATION:-Out of the total 9 variables, 3 factors have come out after the factor analysis 53.38% of the respondents said that three factors are mos
