PROJECT REPORT ON SUMMER INTERNSHIP

CUSTOMER PRECEPTION
TOWARDS
WHOLESALE MARKET IN WALMART

Submitted To : Submitted By:

Mrs. Supriya Babbar Simranjit Kaur Arora
Assistant Professor, MBA 2nd Semester
Department of Management, 1818713
IKG PTU Main Campus.
 TABLE OF CONTECT
CONTENT
● Acknowledgement
● Declaration
● Organization profile and other
● customer
 ACKNOWLEDGEMENT

It gives me great pleasure in acknowledging the invaluable assistance extended to me by

various personalities in the successful completion of this training report.
I am highly thankful to my revered teacher and guide Mrs.Supriya Babbar, Assistant
Professor at Department of Management, I.K.Gujral Punjab Technical University who
helped me lot in completing my project report with ease and for her continuous motivation,
encouragement and timely guidance.
I am deeply indebted to Technical Training Center, at WALMART, ZIRAKPUR.
Who not only gave me an opportunity to get summer training in the organization, but also
encouraged me from time to time for higher studies in spite of various constraints and
restraints of the Organization.
I also thanks to Mr. SUKHDEEP AS AMA (ASSISTANT MARKETING ADVISOR)
in WALMART for the help/guidance rendered to me as well as for providing me the
required data and information for completing my training report.

. I am also thankful to all the staff members of the WALMART who extended me their
full support for compiling the REPORT.

SIMRANJIT KAUR
Declaration
I hereby declare that this project report entitled “CUSTOMER PERCEPTION TOWARDS
WHOLESALE MARKET IN WALMART” submitted for the completion of my training
project after Semester-II of MBA at IKG-Punjab Technical University, Kapurthala, is
my original work and the project has not been formed the basis for the award of any other
degree. The entire subject matter of this report is my authentic work and I assure you it
is made solely for academic purposes only.

SIMRANJIT KAUR
MBA Semester-II
1818713

Signature:

DATE
Organization Profile

(About WALMART)

WALMART an American discount department store chain begin in 1950 when

businessman SAM WALTON purchased a store Walmart Inc. Formerly Wal-Mart
Stores, Inc.) Is an American multinational retail corporation that operates a chain of
hypermarkets, discount department stores, and grocery stores, headquartered
in Bentonville, Arkansas. The company was founded by Sam Walton in 1962 and
incorporated on October 31, 1969. It also owns and operates Sam's Club retail
warehouses. As of July 31, 2019, Walmart has 11,389 stores and clubs in 27 countries,
operating under 55 different names. The company operates under the name Walmart in
the United States and Canada, as Walmart de México y Centro America in Mexico and
Central America, as Asda in the United Kingdom, as the Seiyu Group in Japan, and as
Best Price in India. It has wholly owned operations in Argentina, Chile, Canada, and South
Africa. Since August 2018, Walmart only holds a minority stake in Walmart Brazil, which
was renamed Group Big in August 2019, with 20-percent of the company's shares, and
private equity firm Advent International holding 80-percent ownership of the company.

In India November 2006 the company announced a joint venture with bharti enterprises
.as foreign corporations were not allowed to enter the retail sector directly , Walmart
operated through franchises and handled the wholesale end of the business. The
partnership involved to joint ventures – Bharti Manage the front and, involving opening of
retail outlets while Walmart takes care of the backend, such as cold chains and logistics
.Walmart operates store in India under the name BEST PRICE modern wholesale. The
first store opened in Amritsar on 30 may 2009.
MISSION STATEMENT, VISION, GOALS, PURPOSE
Mission statement: to help people save money so they can live better

Vision: if we work together, we’ll lower the cost of living for everyone….we will give
the world and opportunity to see what it’s like to save and have a better life

Goals: becoming an international brand

Purpose: save money. Live better

Objectives
1. To describe behavior

2. To understand behavior

3. Influence behavior

4. To predict behavior
Product of Walmart
 Initiatives taken in Walmart
Environment initiatives: in Nov 2005, Walmart announced several environment
measures to increase energy efficiency and improve its overall environmental records,
which had previously been lacking. The company’s primary goals included spending $500
million a year to increase fuel efficiency in Walmart struck fleet by 25% over 3 years and
double it within ten; reduce greenhouse gas emissions by 20 % in seven years, reduce
energy used at stores by 30 %.

Branding and store design changes: in 2006 as part of the initiatives, the
company launched a new store in Plano that included high end electronics jewelry and
expensive wines
On Sep 12, 2007, Walmart introduce new advertising with the
slogan “save money .live better’’

Acquisitions & employ benefits: on March 20, 2009 Walmart announced that it
was paying a combined US$ 93.66 million in bonus to every full and part time hourly
worker

Present
 Walmart’s truck fleet locks millions of miles each year and the company plan to double
the fleet’s efficiency between 2005 & 2015. Distribution center that was converted to run
on biofuel from reclaimed cooking greace made during food preparation at Walmart
storages

SWOT ANALYSIS OF WALMART:

Walmart’s Strengths – Internal Strategic Factors

1. Brand recognition – With millions of customers visiting Walmart every day, it is the most
recognized retail brand in the world. There are over 60 million items available at the
Walmart online store.
2. Global expansion – Walmart has recently purchased ASDA, the UK based retailer and
Indian e-commerce giant Flip kart. Besides, it has created a joint venture with India’s
biggest retail store Bharti. These global expansions have proven to be a great success
for the company.
3. Global presence – In 2017, Walmart opened 47 new stores in Central America, 15 in
Chile, 11 in the UK and 4 in China. Its international operations have increased its sales
and global presence.
4. ‘Every Day Low Prices’ strategy – Walmart is based on economies of scale agenda
that’s why it can offer low prices. It has fixed costs for thousands of products. Thus, it’s
one of the cheapest shopping places in the world.
5. Global supply chain and logistics system – The distribution and logistics systems are
the core competencies of Walmart. It uses Information Technology (IT) to efficiently
monitor the performances of every product in each store in each country.
6. Human Resource Management – Employees are the key assets of Walmart. It hugely
invests its time and money in developing and managing its employees. 1% of America’s
working population is employed at Walmart as per Business Insider.
7. Effective resource management – Walmart efficiently manages its resources including
information systems, supply chain networks, distribution facilities, knowledge, and other
skills. It has excellent operations in all the locations.
8. Strong market power over suppliers and competitors – Its large organizational size
and global reach have made Walmart capable enough to exercise market power over
suppliers and competitors.

Walmart’s Weaknesses – Internal Strategic Factors

1. Employee treatment and working conditions – Walmart has received criticisms and
lawsuits several times regarding its workforce. Low wages, inadequate healthcare, and
poor working conditions are few of the issues that have been publically criticized.
2. Large span of control – Its highly extended size and massive span of control could leave
Walmart weak in some areas.
3. Thin profit margins – Walmart focuses on a cost leadership strategy. It results in thin
profit margins for the company.
4. Gender discrimination – A lawsuit was filed against Walmart in 2007 that allegedly
claimed gender discrimination in job opportunities at Walmart. Female employees are
discriminated in regards to promotions and pay scale as per this lawsuit.
5. Imitation – Walmart’s business model can be easily copied. The company doesn’t own
any specific competitive edge over its rivals except its huge business size.

Walmart’s Opportunities – External Strategic Factors

1. Expansion to other markets – Walmart can gain the opportunity by expanding its
business to the markets which are not yet ventured. These may include China, Middle
East countries, and Latin America.
2. Strategic alliances – Walmart has the opportunity to create strategic partnerships with
major firms or merge with other global retailers. Acquisitions of small companies can also
be a profitable opportunity for Walmart.
3. Enhancing human resource practices – Bringing advanced improvements in human
resource practices can be a favorable opportunity for Walmart. As it highly relies upon its
workforce, bringing innovation in its human resource management is a crucial opportunity.
4. Improving quality standards – Low-cost products render low quality sometimes.
Walmart has the opportunity to enhance the quality standards of its products to address
the health concerns of consumers.
 Walmart’s Threats – External Strategic Factors
1. Impeach 45 Controversy – Recently, Walmart was publicized for “Impeach 45”
controversy. It sold T-shirts printed with the words ‘Rope. Tree. Journalist. Some
Assembly Required’. These shirts claimed to imply promotion of violence. However,
Walmart overturned the controversy claiming that the T-shirts were sold by third-party
sellers on Walmart’s Marketplace instead of Walmart itself.
2. Fake craft beer controversy – Walmart was sued for selling fake craft beer in 2017.
Though it was made by WX Brands, the beer was labeled and marketed as ‘Trouble
Brewery,’ a non-existent production company.
3. A primary target of competition – The world’s largest grocery retailer, Walmart is
always a primary target for competitors. Target, its direct competitor, offers similar
products but with higher quality. Similarly, Costco offers customers to buy items in bulk.
Additionally, these companies have a relatively good reputation for treating their
employees well compared to Walmart. Both companies are also publicly supported in
these areas.
4. Political and legal Issues – This is also a threat to Political and legal affairs can always
hinder the company to operate in some countries.
5. Small-scale online e-commerce companies – Many small-scale and individual online
selling companies have entered the market offering similar products at similar prices on
their websites. It can be a threat to the company’s future standing.
6. Technical issues on the website – Customers have complained many times that there
are some technical issues with Walmart’s website. The products are not listed in an
organized way on the website, and it runs slowly. However, Amazon is known for its fast,
effective, and organized website, making an excellent online shopping experience for
customers.

UPGRADATION OF WALMART

Walmart MasterCard Upgrade

Walmart has two major cards such as Walmart master card and Walmart credit card which
you can people read here. And find the information regarding your both cards because I
have covered everything on it. But beside this, Walmart also offering Walmart gift
card and there is a new option for the Walmart regular customer that has been introduced
in back 2005, that is Walmart MasterCard upgrade to Walmart discover card. People are
asking and I was getting few email to write something about this. Because this option can
be very beneficial for Walmart shoppers.
In this article, you people will learn complete step by step procedure regarding Walmart
master card upgrade. Here you can also read my previous article on Walmart master card
cash advance and cash limit.

Let’s move forward to learn about the Walmart master card upgrade procedure.
1. Walmart MasterCard up Gradation through Support Center
Well, this is the very first step that you need to take. In order to upgrade the Walmart
MasterCard to Walmart discover card. Here is the number of Walmart support service 1-
877-294-7880. Just dial this number and ask the Walmart representative to upgrade your
MasterCard to Walmart discover. If the representative will be able to upgrade the card
then he/she defiantly help you out there. After asking your MasterCard details.

If they will ask you to submit the application then you need to go for the second option to
upgrade the Walmart MasterCard.

2. Walmart MasterCard Up gradation through Application

This is the second option is that you need to fill the application to upgrade the Walmart
MasterCard to Walmart discover.
And to submit the application you have to visit the Walmart superstore.

After submitting the application you have to wait for the short time. And you will receive
the approval or disapproval notification if you submit the request online.

WHAT IS CUSTOMER: A customer is an individual or business that purchases another

company's goods or services. Most public-facing businesses compete with other
companies to attract customers, either by aggressively advertising their products or by
lowering prices, in an effort to expand their customer bases.
CUSTOMER CATEGORIES: There are many different types of
customers
B2C: it stands for business to customer. For exp when I buy a coffee at a store at the
train station it is a b2c event.

B2B: the term stands for business to business when the coffee stand owner buy a
coffee from a supplier, both of them are businesses

Pawnbroker or jewelry store.

C2C: it stands for customer-to-customer. For example, when I want to sell my car
privately to another person.

Six Basic needs of the customer

1. Friendliness
Friendliness is the most basic of all customer’s needs, usually associated with being
greeted graciously and with warmth. We all want to be acknowledged and welcomed by
someone who sincerely is glad to see us. A customer shouldn’t feel they are an
intrusion on the service provider’s work day!
2. Understanding and empathy
Customers need to feel that the service person understands and appreciates their
circumstances and feelings without criticism or judgment. Customers have simple
expectations that we who serve them can put ourselves in their shoes, understanding
what it is they came to us for in the first place.

3. Fairness
We all need to feel we are being treated fairly. Customers get very annoyed and
defensive when they feel they are subject to any class distinctions. No one wants to be
treated as if they fall into a certain category, left wondering if “the grass is greener on
the other side” and if they only received second best.

4. Control
Control represents the customers’ need to feel they have an impact on the way things
turn out. Our ability to meet this need for them comes from our own willingness to say
“yes” much more than we say “no.” Customers don’t care about policies and rules; they
want to deal with us in all our reasonableness.

5. Options and alternatives

Customers need to feel that other avenues are available to getting what they want
accomplished. They realize that they may be charting virgin territory, and they depend
on us to be “in the know” and provide them with the “inside scoop.” They get pretty
upset when they feel they have spun their wheels getting something done, and we knew
all along a better way, but never made the suggestion.

6. Information
“Tell me, show me – everything!” Customers need to be educated and informed
about our products and services, and they don’t want us leaving anything out!
They don’t want to waste precious time doing homework on their own – they
look to us to be their walking, talking, information central.

How to meet a customer needs

Customer Perception
Customer perception refers to the process by which a customer selects, organizes, and
interprets information/stimuli inputs to create a meaningful picture of the brand or the
product.

Why is customer perception important

In today’s digital age, virtually everything is a Google search away. This makes your
goods and services easier to find, but the tradeoff is that your competition is easier to find
as well. That means it’s easier for unhappy or unsatisfied customers to leave.

Consumers want good quality, but they also want to know they are getting good value.
That value isn’t just judged by the product or service they are purchasing, but by the
availability and usability of the customer service that supports it.

It’s just not enough anymore to have brand recognition, consumers want to feel good
about a brand and company. They want to do business with civic-minded corporations
with positive world views.

Wholesaling

Wholesaling or distributing is the sale of goods or merchandise to retailers;

to industrial, commercial, institutional, or other professional business users; or to
other wholesalers (wholesale businesses) and related subordinated services.[1] In
general, it is the sale of goods to anyone other than a standard consumer.

Importance of wholesale in retail sector Wholesaler may be defined as the middlemen

who operate between the producers (from whom they purchase goods) and the retailers
(to whom they sell goods). Wholesaler refers to any individual or business firm selling
goods in relatively large quantities to buyers (retailers) other than the ultimate consumers.
Thus the manufacturers who sell their products directly to retailers may also be regarded
as wholesalers. The specialized knowledge and skill of wholesalers increases the
efficiency of the distribution network. The wholesalers provide important services and
solve the problems of both the manufacturers and the retailers. Services provide
 They act as the retailers 'buying agent' and saves them from the trouble of searching
out and assembling goods from several manufacturers.

 They inform the retailers about the new products, its uses and changes in their prices.
They also assist the retailers in advertising and selling of the products.

 They provide financial assistance to retailers, sell goods on credit to retailers and thus
help them to operate with small working capital.

 A wholesaler being the ware-house keeper of the market, they protect the retailers from
the risk of loss arising from holding large stocks of the product.

 They may also sort out different grades of products according to quality and pack the
goods into small lots for the retailers. Literature Review Consumer perception theory is
any attempt to understand how a consumer’s perception of a product or service influences
their behavior. B2B (Business to Business): The exchange of services, information and/or
products from one business to other, as opposed to that is between a business and a
consumer. The study by James M. Barry & Russell Brat (2007) states that there is an
influence of trust building behaviors (social interaction, open communications, customer
orientation) and service outcomes (technical, functional and economic quality) on trust
formation. Trust is shown to have a positive influence on key relational outcomes, loyalty
commitment and share of purchases. To support the influence of trust on loyalty
commitment and expanded patronage in a B2B services setting. In another study, the
authors (“kusuml.ailawadi, jie zhang, Aradhana Krishna, and Michal’s. Kruger”) conduct
a systematic examination of incumbent retailers’ reactions to a Wal-Mart entry in their
local markets. The analyses include seven Wal-Mart supercenter entries and are carried
out using detailed store movement data for 46 product categories from a large number of
supermarkets, drugstores, and mass store. In one of the article the authors (deepika
jhamb, ravi kiran) said that the retail has been ascertain that share of organized retail is
increasing in India as consumers are accepting the new trends of retailing. As per
retailers’ point of view, infrastructure, economic growth and changing demographics are
the most important drivers of retail followed by increase in FDI’s and growth of real estate.
The authors katrijn gielens, Linda m.van de gucht, jan-benedict e.m.steenkamp, marnik
g.dekimpe) examined the effect of Wal-Mart’s entry into the United Kingdom on the
performance of European retailers. Drawing on the marketing, strategy, and finance
literature streams, they developed hypotheses as to why some retailers are expected to
be affected differently than others. They examine these incumbents’ reactions not just on
price but also on a variety of other marketing-mix variables. More important, they link
incumbent reactions to Wal-Mart’s impact on their sales. In addition, they explore the
factors that may explain differences in reactions and sales outcomes across retail
formats, stores, and categories. Retailing is one of the largest industry in India and one
of the biggest sources of employment in the country. The results of the study depict that
infrastructure, economic growth and changing demographics of consumers are the major
driver of organized retail in India. This was said by authors Deepika Jhamb, Ravi Kiran.
With the entrance of big giant retailer like Wal-Mart and Metro in the country what is the
effect of adjacent countries and business cycle in the country mainly focusing on Sales
tax revenue, Economic growth and to find the increase in employment and wages in retail
trade sector this was discussed by Michael J. Hicks, PhD and Kristy Wilburn. The job
growth results consistent across the country where the Wal-Mart enters. The Wal-Mart
employees were paid more when compared to other retail trade employees. The location
of Walmart has an additional effect which has increase in Local sales with the entry of
Wal-Mart there will be impact on employees, wages, and economy growth. It is also said
that with entrance of big Retailer in the country how the incumbent retailers’ reactions to
a big Retailer like Wal-Mart entry and the impact of these reactions on the retailers’ sales.
They compile a unique data set that consists of incumbent supermarkets, drugstores, and
mass merchandisers in the vicinity of seven Wal-Mart entries, as well as control stores
not exposed to the entries this was discussed by KUSUM L. AILAWADI, ARADHNA
KRISHNA. It was said that incumbent stores’ reactions to a Wal-Mart entry into their local
markets and the consequences of these reactions for the stores’ sales outcomes how
incumbents change their pricing, promotion, and product assortment in reaction to the
entry and how their sales are affected by the entry how these reactions and sales
outcomes vary across retail formats, stores, and product categories and to see whether
the incumbents’ reactions influence their sales outcomes. When the big Retailer enters
the market there is certain impact on the local Retailers and on their Sales this was
discussed by KATRIJN GIELENS and STEENKAMP. This validate the findings using
three alternative measures of company performance Percentage growth in the incumbent
retailer’s sales, Earnings before interest and taxes and Return on assets.

Conceptual Framework of Wholesale Market

Figure

B2B influencing factors:

The factors that are influenced by the consumer perception are, long term relations,
Quality of service, Value add-ons, Discounts, Advertisements, Bulk of purchase, Price or
Economic, Availability of products, Trust.
Every consumer will have their own perceptions on the retail sectors.
1. Quality of Service: To distinguish themselves from competitors, retailers not only
have to provide a better service, but also measure whether consumers have a
favorable evaluation of their service. “The secret of successful retailing is to give
your customers what they want. And really, if you think about it from your point
of view as a customer, you want everything: a wide assortment of good-quality
merchandise; the lowest possible prices; guaranteed satisfaction with what you
buy; friendly, knowledgeable service; convenient hours; free parking; a pleasant
shopping experience.”- Sam Walton (1918-1992).
2. Value add-ons: The enhancement a company gives its product or service before
offering the product to customers. Value added is used to describe instances
where a firm takes a product that may be considered a homogeneous product,
with few differences (if any) from that of a competitor, and provides potential
customers with a feature or add-on that gives it a greater sense of value.
 3. Discounts: Discounts are a specific type of marketing promotion in which you
invite shoppers to save money on specific products or product groups. Discounts
are a significant part of your online merchandising strategy. You can use
discounts to introduce new products, retain existing customers, or drive revenue
growth.
4. Bulk of purchase: Bulk purchasing is a means of product procurement that
involves large orders of the same item. Bulk purchasing is very popular for
businesses and among corporate players, but can also be profitable for
individuals. Bulk pricing is the reason why sets of identical items — anything from
ink pens to oranges — usually cost less than buying the same number of items
individually. A customer who can guarantee multiple sales is often rewarded with
a lower price overall. The concept applies to sales across the board, in many
different market sectors.
5. Advertisements: Advertising is mass media content intended to persuade
audiences of readers, viewers or listeners to take action on products, services
and ideas. Advertising is the paid, impersonal, one-way marketing of persuasive
information from an identified sponsor disseminated through channels of mass
communication to promote the adoption of goods, services or ideas.
6. Price: In general terms price is a component of an exchange or transaction that
takes place between two parties and refers to what must be given up by one party
(i.e., buyer) in order to obtain something offered by another party (i.e., seller).
7. Availability of Products: Availability is becoming an increasingly important issue
for consumers seeking convenient grocery solutions.
8. Trust: Guarantees are a great way to increase the levels of trust between you and
your customers, and give yourself a competitive advantage. A guarantee is a kind
of product insurance, protecting your customers’ investments if their shopping
experience turns out to be less than satisfactory.

Geographical factors:
The geographical factors are location, shelf management, display, and ambience.
1. Location: location is the place which is convenient to all the consumers for buying
the product.
2. Shelf management: Achieve an organized, polished look to your retail shelves and
capture your customer’s attention every time with our wide array of shelf
management products and display accessories.
3. Display: Knowledge is power and for retailers, product knowledge can mean more
sales. It is difficult to effectively sell to a consumer if we cannot show how a
particular product will address a shopper's needs. Read on to learn some of the
benefits of knowing the products you sell.
4. Ambience: arrangements of products in big malls will also affect the consumer
perception that in general we call as ambience.

Perceptual drivers:
The following are the major drivers of perception. They are learning, believes, previous
experience, word of mouth.
 1. Learning: Learning is the lifelong process of transforming information and
experience into knowledge, skills, behaviors, and attitudes.
2. Believes: Belief is distinct from judgment, which is a conscious mental act that
involves arriving at a conclusion about a proposition (and thus usually creating a
belief). Whereas belief is the mental attitude that some proposition is true rather
than false, judgment is the evaluation of a proposition as reasonable, fair,
misleading, etc.
3. Previous experience: Based on the previous experience of the product or service
his/her expectations or the thoughts will differ.
4. Word of mouth: depending on the type of word of mouth communication
perceptual levels of individuals varies. If individual receives positive word of
mouth of a product or service then he/she make an attempt to choose and vice
versa.

Outcomes:
Consumer perception will result in two types based on his positive and negative. The two
outcomes are repeat purchase and switch off.
1. Repeat purchase:
Perception is the main thing that effect on purchase. If consumer feels positive then
purchase will be repetitive. Consumer will continuously make the purchases.
2. Switch off:
For a poor perception, consumer of a business shifts to another business. This will
happen in any kind of businesses and the main reason is poor communication so avoid
this kind of miss understandings.

Objectives of the Study:

1. To study the consumer perception in B2B environment.
2. To study the buyer – seller relationship for satisfaction.
3. To study buyers repurchase intentions.

Scope of Study
The Inferences from the study are based on the responses given by the consumers in a
specific area. This study will be helpful in getting an insight into the perception of
Consumers on Advertisements.

Research Methodology

5.1 Research design

The study is based on both primary data and secondary data. The primary data
was collected various Best Price and Metro outlets in our state through structured
questionnaire for which samples of 110 respondents were selected for this study. The
collected samples using convenient sampling method was validated and took it for further
analysis. Secondary data is also been collected from database sites and articles. The
collected data were analyzed with the suitable tools like Chi – Square tools with the
following assumptions were made on the onset of the project.

Area of the study

The respondents are randomly selected for this study.

Research approach
Customer Survey and questionnaires method
Survey method is used for collecting data from consumers of various goods at B2B
outlets. We requested all respondents to fill in the questionnaire, by self after explaining
the various aspects mentioned in it. It contained both open and closed ended questions
in a structured format very easy to understand on the first look.

Sampling Technique
A convenient sample (non – probability sampling method) of 110 consumers was shared
up for the current study in which respondent of the study was request to complete the
questionnaire on voluntary basis.

Sample Size
The Size of the sample taken in this study is 110.

Period of Study
The study was done during October 2013 to November 2013 timeline.

Data Usage:
For analysis and interpretation, only primary data is used. However for conclusion
and recommendations both primary and the secondary data along with the verbal
knowledge and information although obtained from respondents, though they are outside
the parameters of questionnaire were also included. The data collected from these
sources were analyzed using various tools like percentage analysis, chi-square test,
cross table analysis method.

Research Instrument:
The data is collected by well developed, structured five point Liker Scale. All of the
questionnaires were distributed among the respondents in the defined areas. The data
is collected in a period of 25 days and the responses were analyzed using the Statistical
Package for Social Science (SPSS) version 16.0 for analysis and evaluation.

Tools:
Frequencies and cross tabulation have been calculated for the responses of the
respondents. Chi – Square test analysis was conducted on the data obtained using the
questionnaire.
Analysis and Interpretation

General Profile of the Respondents

Table

Interpretation:
From the above table, we infer that 72% of the total respondents are male and
28% are female. On further classification according to age group, we find that of all the
respondents 26% are less than years old, 44% are of the age group 26-40, 19% of the
age group 41-60,11% are above 60 years. From the responses collected
DISTANCE(20%),PRICING(23%),PRODUCT QUALITY(26%),WORD OF
MOUTH(29%) are the major factors influencing the selection of B2B store. Most of the
respondents told that the purpose of visiting the B2B store is BUYING (67%) and also
ENQUIRY (25%).

Respondents views about Advertisements:

Figure

Chi-Square Test

AVG MONTHLY PURCHASE

Obser Expected Residu
ved N N al
1 47 36.7 10.3
2 36 36.7 -0.7
Is There a Relation between INCOME and 3 27 36.7 -9.7
MONTHLY PURCHASE OF THE Total 110
RESPONDENT?

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
INCOME * 110 100.00% 0 0.00% 110 100.00%
AVGMONTHLYPURCHASE

INCOME * AVG MONTHLY PURCHASE

Crosstabulation
Count

AVGMO
NTHLYPURCHASE
1 2 3 Total
INCOME 1 19 17 6 42
2 16 8 8 32
3 5 6 5 16
4 7 5 8 20
Total 47 36 27 110

CHI-SQUARE:
INCOME
Observed Expected
N N Residual
1 42 27.5 14.5
2 32 27.5 4.5
3 16 27.5 -11.5
4 20 27.5 -7.5
Total 110
Test Statistics
INCOME AVG MONTHLY PURCHASE
Chi-Square 15.236a 5.473b
df 3 2
Asymp. Sig. 0.002 0.065
a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected
cell frequency is 27.5.
b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected
cell frequency is 36.7.

From the above SPSS calculation we infer that there is a significant relation between
INCOME and

MONTHLY PURCHASE OF THE RESPONDENT.

Is There a Relation between EDUCATION OF THE RESPONDENT and RECEPTION

OF THE STORE PERSONNEL?

EDUCATION * RECEPTION OF STORE PERSONNEL

Cross tabulation
Count RECEPTIONOFSTOREPERSONNEL
1 2 3 Total
EDUCATION 1 24 16 7 47
2 12 9 6 27
3 5 5 6 16
4 5 5 10 20
Total 46 35 29 110

CHI-SQUARE:

RECEPTION OF STORE
PERSONNEL
Observed Expected
N N Residual
1 46 36.7 9.3
2 35 36.7 -1.7
3 29 36.7 -7.7
Total 110

Test Statistics
EDUCATION RECEPTION OF STORE
PERSONNEL
Chi-Square 20.691a 4.055b
df 3 2
Asymp. Sig. 0 0.132
 EDUCATION
Observed Expected
N N Residual
1 47 27.5 19.5
2 27 27.5 -0.5
3 16 27.5 -11.5
4 20 27.5 -7.5
Total 110
a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected
cell frequency is 27.5.
b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected
cell frequency is 36.7.

From the above SPSS calculation we infer that there is a significant relation between
EDUCATION OF THE

RESPONDENT and RECEPTION OF THE STORE PERSONNEL.

. Is There a Relation between LOYAL MEMBERSHIP CARD HOLDERS and

SATISFACTION

TOWARDS PROMOTIONAL OFFERS?

MEMBERSHIP CARDS * PROMOTIONAL OFFERS

Crosstabulation
Count
PROMO TIONAL
OFFERS
1 2 3 Total
MEMBERSHIP CARDS 1 27 18 10 55
2 12 12 7 31
3 5 5 14 24
Total 44 35 31 110

CHI-SQUARE:

MEMBERSHIP CARDS
Observed Expected
N N Residual
1 55 36.7 18.3
2 31 36.7 -5.7
 3 24 36.7 -12.7
Total 110
PROMOTIONAL OFFERS
Observe Expecte Residua
dN dN l
1 44 36.7 7.3
2 35 36.7 -1.7
3 31 36.7 -5.7
Total 110

Test Statistics
MEMBERSHIP CARDS PROMOTIONAL OFFERS
Chi-Square 14.418 a 2.418a
df 2 2
Asymp. Sig. 0.001 0.298
a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected
cell frequency is 36.7.

From the above SPSS calculation we infer that there is a significant relation between
LOYAL MEMBERSHIP CARD HOLDERS and SATISFACTION TOWARDS
PROMOTIONAL OFFERS.

Is There a Relation between AVERAGE MONTHLY PURCHASE AMOUNT and

VARIETY IN PAYMENT OPTIONS PROVIDED?

MONTHLY PURCHASE * PAYMENT OPTIONS Cross

tabulation
Count
PAY MENT OPTIONS
1 2 3 Total
MONTHLY PURCHASE 1 19 18 10 47
2 22 9 5 36
3 5 8 14 27
Total 46 35 29 110

MONTHLY PURCHASE
Observed Expected
Residual
N N
 1 47 36.7 10.3 CHI-SQUARE:
2 36 36.7 -0.7 PAYMENT
3 27 36.7 -9.7 OPTIONS
Total 110 Observed Expected
Residual
N N
1 46 36.7 9.3
2 35 36.7 -1.7
3 29 36.7 -7.7
Total 110
Test Statistics
MONTHLY PAYMENT OPTIONS
PURCHASE
Chi-Square 5.473a 4.055a
df 2 2
Asymp. Sig. 0.065 0.132
a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected
cell frequency is 36.7.

From the above SPSS calculation we infer that there is a significant relation between
AVERAGE MONTHLY PURCHASE AMOUNT and VARIETY IN PAYMENT OPTIONS
PROVIDED.

Findings
Many small stationary shop owners are attracted to B2B wholesalers because of
the price and availability of various products and are satisfied with the promotional offers
at the stores. Out of 110 respondents maximum people are agree about the quality of
products that the B2B stores are providing. Most of respondents are satisfied with the
pricing and agreed with Display of products and brands in the mall. Respondents can’t
say about the Warranty of products and brands given by the stores. Customers are
showing their interest due to the WORD OF MOUTH about the retail store. Customers
have overall satisfaction about the perception towards the wholesale malls.

Suggestions:
•Credit cards must be accepted.
•They are providing the highly discounts melas, but they didn’t providing the exchange
facility.
•They have to concentrate more on branded items.
•There is no free delivery facility at Best Price; if Best Price shop provides it the retailers
will feel comfort because the Best Price shop is far away from the city.
Conclusion
Retailing is one of the largest industry in India and one of the biggest sources of
employment in the country. India has witnessed a fast pace of retail development over
the past five years. Not only global players like Wal-Mart and Metro are trying to succeed
in our country in the retail sector but also players like Reliance, Aditya Birla group are
also trying their hands in the retail sector. The Organized Retailing is becoming more
important in present days and will certainly improve in the future. With the emerging of
big giant retailers like “Best Price” (i.e. Wal-Mart) there is certain possible that the people
in and around the store will be benefited and will have advantages like Employment
opportunities, Retailers satisfied with less cost and products available in bulk quantity,
Country GDP will also increase.
With the entry of big players like Wal-Mart B2B business has shown positive
trends in the recent times. Wal-Mart entered in the name of Best Price and as also metro
into different cities across India. In this article the main objectives are perception, buyer-
seller relationship and repurchased intentions of the wholesale malls. There is good
perception to retailers about the Best Price and Metro. Maximum retailers in the country
know very well about Best Price shop and Metro. The retailers are purchasing products
from the Best Price and Metro for their shop. The retailers are mainly purchasing
products from Best Price and Metro because of three factors, those are
•Quality
• Price
•Bulk of purchase

Refrences
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