A Study done during my MBA period, with a great group of batch mates, in which we studied Customer Behaviour for preference between the Organized Retail(Big Bazaar, Food Bazaar, Central, etc) and Unorganized Retail(Kirana Stores, Sabji Mandi, etc.). The study has given very interesting results. This ppt is to help all those analysts and MBA sitting around analysing something relative to above.

1. Unorganized Retail vs. Organized Retail Sector in Mumbai, India CUSTOMER SHOPPING BEHAVIOR Pankil Chugh 204 Jai Awatramani 402 HimmatSandhu 416 ShikharTyagi 423 AliasgarNavagharwala425 1 MBA(Tech.) – Class of 2004-09, NMIMS, Mumbai, India

2. Chronology Indian Retail Scenario Objective of the survey Questionnaire Findings Recommendations and learnings 2

3. Indian Retail Scenario 12 million retailers Dominated by dukandars Total retail market size in India in 2008: USD 353 bn Annual growth rate (2008): 12% Present share of organized sector: 7% Expected investment in modern retailing: USD 25-30 bn in next 4 years 3

4. Organized Sector in India Modern format Chain stores Types Specialty stores Discount stores Hypermarkets Supermarkets Convenience stores Department stores Malls 4

5. Classification of Indian Customers Source: Future Group Research, Published in book “It happened in India” by KishoreBiyani, 2007 issue 5

6. Emerging trends in consumers’ income and consumption pattern Growing prosperity Increase in sizable disposable income Place is no more important Higher proportionate rural expenditure Young population with higher purchasing power 6

7. Need Recognition Information Search Evaluation Choice STAGES SELECTING A RETAILER SELECTING MERCHANDISE THE BUYING PROCESS 7

8. Evaluation of Alternatives Multiattribute Attitude Model Customers see a retailer or a product as a collection of attributes or characteristics Designed to predict a customer’s evaluation of a product or retailer based on: Performance on several attributes Importance of those attributes to the customers Attributes and importance weights are chosen as criteria Alternatives compared against the criteria 8

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12. Importance Weights 12

13. Research Design and Methodology Exploratory research conducted in Mumbai Focuses on customer shopping behavior in Indian scenario among different formats, i.e. organized and unorganized 13

14. QUESTIONNAIRE 14

15. Objective behind the questionnaire To identify the various factors that affect the choice of format viz. Organized/ Unorganized Retail. The perceptions and the attitude towards both the formats. The type of goods customers prefer to purchase from each format. Findings that can help the organized and the unorganized retail gain its key strength and weaknesses. Sample Size: 40 15

16. Customer Attributes affecting choice of format SEX Occupation Organized - Unorganized Retail Age Group Location Number of Members in Family 16

17. Other factors checked We believe this is a big factor that affects the usage of formats, in urban areas, SEZ’s the out of city crowd is completely unaware of the local market, the local language(Chennai) and the local behavior(general bargaining rates), thus they may choose to shop from Organized Retail coming as a big convenience to them Some Customer would shop some particular items from Organized Retail while some items from unorganized retail thus using both the options 17

18. Which are the possible shops? 18

19. What do you shop, how often and from where? 19

20. What do you shop, how often and from where? Items which are purchased on a daily basis will be preferred on basis of closeness to the store(organized/unorganized) For items which customer prefer to purchase once in a week, have a higher probability in going in for organized retail. What is the frequency of purchase eatable items of customers going to each of the formats as they contribute highest to the sales 20

21. Reasons for preference to each of the formats: May be it’s a Customer perceptions or facts 11.) Why do you prefer to go for Organized Retail formats? 12.) Why do you prefer to go for Organized Retail formats? 21

22. Comparing Organized/Unorganized Retailing on various attributes that decide the choice of format 13.) Kindly rate the below of an organized retail and unorganized retail based upon your preference 22

23. Any other comments from the customer and Comments given by customers bring points which are never covered within the survey and thus bring new ideas Lets us know if customer is dissatisfied with the current state of things 23

24. Organized Retail An Analysis of Consumer Preferences 24

25. A Few Big Players are Dominating the Market 25

26. Types of Purchases Made in Organized Retail M F F M M W M W F D Daily Weekly Fortnightly Monthly of Rarer 26

27. Top 10 Reasons Why Consumers Prefer Organized Retail 27

28. Consumer Rating on Various Criteria 28

29. Customers Want Further Improvement 29

30. To Sum it Up Consumers prefer organized retail outlets for FMCG products that are bought in large quantities and for a larger duration of time. They also perceive it as a “family outing” and are drawn towards it due to its convenience, variety and special offers. 30

31. Unorganized Retail An Analysis of Consumer Preferences 31

32. What Do Consumers Buy from Unorganized Retail W M F M F M M W F D Daily Weekly Fortnightly Monthly of Rarer 32

33. Top 10 Reasons Why Customers Prefer Unorganized Retail 33

34. Consumer Ratings for Various Criteria 34

35. Aspects That Put Consumers off 35

36. In a Nutshell… Consumers prefer unorganized retail outlets for items that have low shelf life and are consumed on a daily basis (such as vegetables). Logistical convenience and a sense of personalization are key drivers for consumers to continue shopping at unorganized retail outlets. 36

37. Comparison 37

38. Organized Vs Unorganized Organized Retail Unorganized Retail 38

39. Organized Vs Unorganized Organized Retail Unorganized Retail 39

40. RECOMMENDATIONS 40

41. Unorganized Retail Needs to be clean and a bit organized Requires Planning Increase the number of brands Staff needs to be trained Good Quality Replenishment of stock Warranty scheme 41

42. Organized Retail Need more Fresh products Home delivery Quality can be improved - freshness Online shopping Require more counters on weekends Tendency to shop for unnecessary thing just because you like the offer. 42

43. LEARNING 43

44. Consumer Behavior Attitude development and change Intention to buy Experiential involvement Emotional response Store choice v/s Brand Choice Information Print Ads Friends 44

45. How does the retail consumer think? 45