Table Classification of consumers’ satisfaction based on

satisfaction score

Percentag
Sl. No. of e Mean SD
Category
No. Consumers (%) Score
1. Low 215 21.5 2.32 0.08
2. Medium 512 51.2 2.74 0.18
3. High 273 27.3 3.43 0.42
Total 1000 100.0

It is observed from Table 4.2 that 21.5 per cent of the consumers have
perceived low level of satisfaction towards services offered by the organized
retail stores, 51.2 per cent of the consumers have perceived medium level of
satisfaction and 27.3 per cent of the consumers have perceived high level of
satisfaction towards services offered by the organized retail stores. Among the
3 categories of the consumers, the majority of the consumers were satisfied at
the high level with a mean score of 3.43 points.
The distribution of consumers’ level of satisfaction towards the services
of the store according to their location, age, gender, marital status, educational
status, occupational status, annual income, family size, type of family, period of
purchase, type of store, frequency of visit, amount spent for purchase and mode
of purchase is discussed using Chi-square analysis.
4.2.2 Chi-Square Analysis

4.2.2.1 Location of the consumers and level of satisfaction

Consumers’ location helps to identify their buying behavior and it

influences their level of satisfaction which may differ widely. So, the variable
location in this study helps to identify the consumers’ satisfaction level towards
the services offered by organized retail stores in Tamil Nadu. Further, the
organized retail stores are playing energetically in major cities and so 6 cities
were selected to find the consumers’ satisfaction level viz., Chennai,
Coimbatore, Madurai, Tiruchirappalli, Salem and Tirunelveli. The sample
consists of 250 (25.0%) consumers belong to Chennai, 200 (20.0%) consumers
belong to Coimbatore, 175 (17.5%) consumers belong to Madurai, 150 (15.0%)
consumers belong to Tiruchirappalli, 125 (12.5%) consumers belong to Salem
and 100 (10.0%) consumers belong to Tirunelveli. The distribution of the
sample consumers according to their location and satisfaction towards
organised retail stores is shown in Table 4.3.

Table 4.3 Location of the consumers and level of satisfaction

S. No. of Ave Range

Location % S.D
No. Consumers rage Min Max
1. Chennai 250 25.0 48.1 36 85 7.76
2. Coimbatore 200 20.0 48.0 36 85 7.93
3. Madurai 175 17.5 48.5 36 85 8.32
4. Tiruchirappalli 150 15.0 49.1 37 85 8.18
5. Salem 125 12.5 47.3 36 85 7.52
6. Tirunelveli 100 10.0 48.7 37 85 8.77
Total 1000 100.0

It is observed from Table 4.3 that the level of satisfaction towards the
organised retail stores perceived by the consumers belonging to Chennai ranges
between 36 and 85 with an average of 48.1. The level of satisfaction towards
the organised retail stores perceived by the consumers who belong to
 183

Coimbatore ranges between 36 and 85 with an average of 48.0. On the other

hand, the level of satisfaction towards the organised retail stores perceived by
the Madurai consumers ranges between 36 and 85 with an average of 48.5. The
level of satisfaction towards the organised retail stores perceived by the
consumers who belong to Tiruchirappalli ranges between 37 and 85 with an
average of 49.1. The level of satisfaction towards the organised retail stores
perceived by the consumers who belong to Salem ranges between 36 and 85
with an average of 47.3. Finally, the consumers of Tirunelveli revealed their
satisfaction level towards the organised retail stores ranging between 37 and 85
with an average of 48.7. From the analysis, it is inferred that the maximum
level of consumer satisfaction towards the organised retail stores is perceived
by the consumers who belong to Tiruchirappalli.

With a view to find the degree of association between location of the

consumer and their level of satisfaction towards the organised retail stores, a
two-way table was prepared and exhibited as Table 4.4.

Table 4.4 Location of the consumers and level of satisfaction (Two-Way

Table)

S. Level of satisfaction
Location Total
No. Low Medium High
1. Chennai 52 (20.8%) 132(52.8%) 66(26.47%) 250
2. Coimbatore 41(20.5%) 110(55.0%) 49(24.5%) 200
3. Madurai 42(24.0%) 80(45.7%) 53(30.3%) 175
4. Tiruchirappalli 28(18.7%) 73(48.7%) 49(32.7%) 150
5 Salem 16(12.8%) 80(64.0%) 29(23.2%) 125
6 Tirunelveli 36(36.0%) 37(37.0%) 27(27.0%) 100
Total 215 512 273 1000

It could be identified from the Table 4.4 that the percentage of high
level of consumer satisfaction towards organised retail stores was the highest
 184

(32.7%) among the Tiruchirappali consumers and the same was the lowest
(23.2%) among the Salem consumers. The percentage of medium level of
consumer satisfaction towards organised retail stores was the highest (64.0%)
among the Salem consumers and the same was the lowest (37.0%) among the
Tirunelveli consumers. The percentage of low level of consumer satisfaction
towards organised retail stores was the highest (36.0%) among the Tirunelveli
consumers and the same was the lowest (12.8%) among the Salem consumers.

In order to find the relationship between the location of the consumer

and their satisfaction towards organised retail stores, the following null
hypothesis was framed and tested with the help of Chi-square test and the result
is recorded in the Table 4.5

H0: There is no significant relationship between location of the consumers

and their satisfaction towards organised retail stores.

H1: There is a significant relationship between location of the consumers

and their satisfaction towards organised retail stores.

Table 4.5 Location of the consumers and level of satisfaction (chi square
test)

2
Calculated Table
Factor D.F Remarks
Value Value
Location 28.818 23.209 10 Significant at 1% level

It is stated from Table 4.5 that the calculated chi-square value is greater
than the table value and the result is significant at 1% level. Hence, the
hypothesis, “location of the consumer and their satisfaction towards organised
retail stores are not associated” does not hold good. From the analysis, it is
found that there is a close relationship between the location of the consumer
and their satisfaction towards the organised retail stores.
 185

4.2.2.2 Age of the consumers and their level of satisfaction

Age is an important factor in determining the consumers’ satisfaction

towards the organized retail stores. The enthusiastic and energetic nature is
observed among the young consumers. The age group in this study is classified
as 20 years and below, 21 to 30 years, 31 to 40 years, 41 to 50 years and above
50 years. The sample consists of 70 (7.0%) consumers who are below 20 years,
374 (37.4%) consumers belonging to the age group 21 to 30 years, 283 (28.3%)
consumers from the age group 31 to 40 years, 177 (17.7%) consumers
pertaining to the age group 41 to 50 years and 96 (9.6%) consumers above 50
years. The distribution of the sample consumers according to their age and their
satisfaction level towards the organised retail stores is presented in Table 4.6.

Table 4.6 Age and level of satisfaction of the consumers

S. No. of Ave- Range

Age % S.D
No. Consumers rage Min Max

1. 20 years and below 70 7.0 54.3 39 85 15.5

2. 21 to 30 years 374 37.4 48.2 38 65 6.6
3. 31 to 40 years 283 28.3 46.3 36 70 6.4
4. 41 to 50 years 177 17.7 49.2 38 65 7.5
5 Above 50 years 96 9.6 48.2 38 66 8.1
Total 1000 100.0

Table 4.6 signifies that the level of consumer satisfaction towards the
organised retail stores perceived by the consumers who are 20 years and below
ranges between 39 and 85 with an average of 54.3 and that of the consumers
belonging to the age group 21 to 30 years ranges between 38 and
 186

65 with an average of 48.2, the satisfaction level of the consumers from the age
group 31 to 40 years ranges between 36 and 70 with an average of 46.3 and that
of the consumers in the age group 41 to 50 years ranges between 38 and 65
with an average of 49.2. Finally, the consumers above 50 years reveal their
satisfaction level towards the organised retail stores ranging between 38 and 66
with an average of 48.2. From the analysis, it is discovered that the maximum
level of consumer satisfaction towards the organised retail stores is attained by
the consumers who belong to the age group 20 years and below.

The degree of association between the age of the consumers and

their level of satisfaction towards the organised retail stores is given in the form
of a two-way table.

Table 4.7 Age and level of satisfaction of the consumers (Two-way table)

S. Level of satisfaction
Age Total
No. Low Medium High
16 29 25
1. 20 years and below 70
(22.9%) (41.4%) (35.7%)
65 213 96
2. 21 to 30 years 374
(17.4%) (57.0%) (25.7%)
75 155 53
3. 31 to 40 years 283
(26.5%) (54.8%) (18.7%)
29 80 68
4. 41 to 50 years 177
(16.4%) (45.2%) (38.4%)
30 35 31
5 Above 50 years 96
(31.3%) (36.5%) (32.3%)
Total 215 512 273 1000

It is procured from Table 4.7 that the percentage of high level of

consumer satisfaction towards the organised retail stores is the highest (38.4%)
among the consumers who are between 41 to 50 years and the same
 187

is the lowest (18.7%) among the consumers belonging to the age group 31 to 40
years. The percentage of medium level of consumer satisfaction towards the
organised retail stores is the highest (57.0%) among the consumers of the age
group 21 to 30 years and it is the lowest (36.5%) among the consumers who are
above 50 years. The percentage of low level of consumer satisfaction towards
the organised retail stores is the highest (31.3%) among the consumers above
50 years and the same is the lowest (16.4%) among the consumers pertaining to
the age group 41 to 50 years.

In order to determine the relationship between the age of the

consumers and their level of satisfaction towards the organised retail stores, the
following null hypothesis is framed and tested with the help of the Chi-square
analysis and the result is displayed in Table 4.8.

H0 : There is no significant relationship between the age of the consumers

and their satisfaction level towards the organised retail stores.

H1 : There is a significant relationship between the age of the consumers and

their satisfaction level towards the organised retail stores.

Table 4.8 Age and level of satisfaction of the consumers (Chi-square test)

Calculated 2
Factor Value Table Value D.F Remarks

Significant at 1%
Age 41.140 20.090 8
level

Table 4.8 shows that there is a close relationship between the age of
the consumers and their level of satisfaction towards the organised retail stores
as the calculated chi-square value is greater than the table value and the result is
significant at 1% level. Hence, the hypothesis “age of the consumers
 188

and their level of satisfaction towards the organised retail stores are not
associated” does not hold good.

4.2.2.3 Gender and level of satisfaction of the consumers

Gender is an important factor which is variably affected by any

social or economic phenomenon and the consumer buying behaviour is not an
exception to it. Hence, gender analysis is important in identifying the consumer
satisfaction level towards the organised retail stores. The gender of the
consumers is classified into two strata as male and female. The sample consists
of 358(35.8%) male consumers and 642 (64.2%) female consumers. The
distribution of the sample consumers according to their gender and satisfaction
level towards the organised retail stores is shown in Table 4.9.

Table 4.9 Gender and level of satisfaction of the consumers

S. No. of Ave- Range

Gender % S.D
No. Consumers rage Min Max
1. Male 358 35.8 46.5 36 64 6.4
2. Female 642 64.2 49.2 37 85 8.7
Total 1000 100.0

It is pointed out from Table 4.9 that the satisfaction level of the male
consumers towards the organised retail stores ranges between 36 and 64 with
an average of 46.5 and that of the female consumers ranges between 37 and 85
with an average of 49.2. Hence, it is concluded that the female consumers
acquire the maximum level of consumer satisfaction in utilising the organised
retail stores than the male consumers.

A two-way table is prepared and presented in this section with the

intention of finding the degree of association between the gender of the
 189

consumers and their satisfaction level towards the utilisation of the organised
retail stores.

Table 4.10 Gender and level of satisfaction of consumers (Two-way table)

S. Level of satisfaction
Gender Total
No. Low Medium High
104 181 73
1. Male 358
(29.1%) (50.6%) (20.4%)
111 331 200
2. Female 642
(17.3%) (51.6%) (31.2%)
Total 215 512 273 1000

Table 4.10 gives a very clear picture that the percentage of high level
of consumer satisfaction towards the organised retail stores is the highest
(31.2%) among the female consumers and it is the lowest (20.4%) among the
male consumers. The percentage of medium level of satisfaction towards the
organised retail stores is the highest (51.6%) among the female consumers and
the same is the lowest (50.6%) among the male consumers. The percentage of
low level of satisfaction towards the utilisation of organised retail stores is the
highest (29.1%) among the male consumers and it is the lowest (17.3%) among
the female consumers.

The following null hypothesis is framed and tested by Chi-square

analysis to encounter the relationship between the gender of the consumers and
their level of satisfaction towards the organised retail stores. The result
obtained is manifested in Table.4.11.

H0 : There is no significant relationship between the gender of the consumers

and their level of satisfaction towards the organised retail stores.

 190

H1 : There is a significant relationship between the gender of the consumers and their level of
satisfaction towards the organised retail stores.

Table 4.11 Gender and level of satisfaction of the consumers (Chi-

square test)

Calculated 2
Factor Table Value D.F Remarks
Value
Significant at 1%
Gender 24.580 9.210 2
level

Since, the calculated chi-square value is greater than the table value
and the result is significant at 1% level, the hypothesis “gender of the
consumers and their level of satisfaction towards the organised retail stores are
not associated” does not hold good. Thus there is a close relationship between
the gender of the consumers and their satisfaction level towards the organised
retail stores.

4.2.2.4 Marital status of the consumers and their level of satisfaction

The perceptions and the attitudes of a person may change by his/her

marital status because marriage might make people to be a little more
responsible and matured in their outlook towards the life. Marital status is thus
an essential factor in procuring the level of satisfaction of the consumers
towards the organised retail stores. To satisfy this purpose, the consumers’
marital status is classified into married, unmarried and others. The others
include widows, widowers and separated persons. The sample consists of 655
(65.5%) consumers who are married and 345 (34.5%) consumers who are
unmarried. The distribution of the sample consumers according to their marital
status and level of satisfaction towards the organised retail stores is given in the
Table 4.12.
 191

Table 4.12 Marital status of the consumers and their level of satisfaction

S. No. of Ave- Range

Marital status % S.D
No. Consumers rage Min Max
1. Married 655 65.5 47.6 36 70 7.0
2. Unmarried 345 34.5 49.6 38 85 9.6
Total 1000 100.0

Table 4.12 shows that the maximum level of satisfaction towards the
organised retail stores is perceived by the unmarried consumers because their
satisfaction level ranges between 38 and 85 with an average of 49.6 and that of
the married consumers ranges between 36 and 70 with an average of 47.6.

A two-way table is formulated to identify the degree of association

between the marital status of the consumers and their level of satisfaction
towards the organised retail stores.

Table 4.13 Marital status of the consumers and their level of

satisfaction (Two-way table)

S. Marital Level of satisfaction

Total
No. status Low Medium High
1. Married 143(21.8%) 345(52.7%) 167(25.5%) 655
2. Unmarried 72(20.9%) 167(48.4%) 106(30.7%) 345
Total 215 512 273 1000

The interpretations derived from Table 4.13 are, the percentage of

high level of satisfaction towards the organised retail stores is the highest
(30.7%) among the unmarried consumers and the same is however the lowest
 192

(25.5%) among the married consumers. The percentage of medium level of

satisfaction towards the organised retail stores is the highest (52.7%) among the
married consumers and the same is the lowest (48.4%) among the unmarried
consumers. The percentage of low level of satisfaction towards the organised
retail stores is the highest (21.8%) among the married consumers and it is the
lowest (20.9%) among the unmarried consumers.

The relationship between the marital status of the consumers and

their level of satisfaction towards the organised retail stores is examined by the
following null hypothesis which is framed and tested by employing chi-square
analysis and the result is shown in Table 4.14.

H0 : There is no significant relationship between the marital status of the

consumers and their level of satisfaction towards the organised retail
stores.

H1 : There is a significant relationship between the marital status of the

consumers and their level of satisfaction towards the organised retail
stores.

Table 4.14 Marital status of the consumers and their level of

satisfaction (Chi-square test)

2
Calculated
Factor Table Value D.F Remarks
Value
Marital
3.163 5.991 2 Not Significant
status

The hypothesis “marital status of the consumer and their satisfaction

level towards the organised retail stores are not associated” holds good as Table
4.14 records that the calculated chi-square value is less than the table value and
the result is not significant. Hence, there is no close
 193

relationship between the marital status of the consumers and their satisfaction
level towards the organised retail stores.

4.2.2.5 Educational qualification of the consumers and their level of

satisfaction

The educational qualification represents the level of formal

education completed by the consumers at the time of interview. The level of
education of the consumers may increase their level of expectation and also
determine their level of satisfaction towards the services offered at the
organised retail stores. Hence, it is categorised as illiterate, school level,
diploma/ITI, graduates, post graduates and professionals. The sample consists
of 147(14.7%) consumers who are educated at school level, 62(6.2%)
consumers who have qualified diploma/ITI, 258(25.8%) consumers who are
graduates, 243(24.3%) consumers who are post graduates, 274 (27.4%)
consumers who are professionals and 16 (1.6%) illiterate consumers. The
distribution of the sample consumers according to their educational
qualification and satisfaction level towards the organised retail stores is
presented in Table 4.15.

Table 4.15 Educational qualification of the consumers and their level of

satisfaction

S. Educational No. of Ave- Range

% S.D
No. qualification Consumers rage Min Max
1. Illiterate 16 1.6 47.0 41 51 4.7
2. School level 147 14.7 46.2 36 64 5.5
3. Diploma/ITI 62 6.2 47.0 39 60 5.9
4. Graduate 258 25.8 47.5 38 66 7.4
5. Post Graduate 243 24.3 48.2 38 65 7.2
6. Professional 274 27.4 50.6 37 85 10.2
Total 1000 100.0
 194

It is discerned from Table 4.15 that the level of satisfaction towards

the organised retail stores among the illiterate consumers ranges between 41
and 51 with an average of 47.0 and that of the consumers who are educated at
school level ranges between 36 and 64 with an average of 46.2. The satisfaction
level of the consumers who have qualified diploma / ITI ranges between 39 and
60 with an average of 47.0. The satisfaction level of the graduated consumers
ranges between 38 and 66 with an average of 47.5 and that of the post
graduated consumers ranges between 38 and 65 with an average of 48.2.
Finally, the level of satisfaction of the consumers who are professionals ranges
between 37 and 85 with an average of 50.6. Hence, it is identified that the
maximum level of satisfaction is obtained by the consumers who are
professionals.

The degree of association between the consumers’ educational

qualification and their satisfaction level is denoted by a two-way table.

Table 4.16 Educational qualification of the consumers and their level of

satisfaction (Two-way table)

S. Educational Level of satisfaction

Total
No. qualification Low Medium High
6 5 5
1. Illiterate 16
(37.5) (31.3) (31.3)
28 95 24
2. School level 147
(19.0) (64.6) (16.3)
18 31 13
3. Diploma/ITI 62
(29.0) (50.0) (21.0)
66 112 80
4. Graduate 258
(25.6) (43.4) (31.0)
57 137 49
5. Post Graduate 243
(23.5) (56.4) (20.2)
40 132 102
6. Professional 274
(14.6) (48.2) (37.2)
Total 215 512 273 1000
 195

The interpretations derived from Table 4.16 are, the percentage of

high level of satisfaction towards the organised retail stores is the highest
(37.2%) among the consumers who are professionals and the same is the lowest
(16.3%) among the consumers who are educated at school level. The
percentage of medium level of satisfaction towards the organised retail stores is
the highest (64.6%) among the consumers who are educated at school level and
it is the lowest (31.3%) among the consumers who are illiterates. The
percentage of low level of satisfaction towards the organised retail stores is the
highest (37.5%) among the consumers who are illiterates and the same is the
lowest (14.6%) among the consumers who are professionals.

H0 : There is no significant relationship between the consumers’ educational

qualification and their level of satisfaction towards the organised retail
stores.

H1 : There is a significant relationship between the consumers’ educational

qualification and their level of satisfaction towards the organised retail
stores.

This null hypothesis is framed and tested with the help of Chi-square
analysis to ascertain the relationship between the educational qualification of
the consumers and their level of satisfaction towards the organised retail stores
which is shown in Table 4.17.

Table 4.17 Educational qualification of the consumers and their level of

satisfaction (Chi-square test)

Calculated 2
Factor Table Value D.F Remarks
Value
Educational Significant at 1%
46.917 23.209 10
qualification level
 196

It is explored from Table 4.17 that the calculated chi-square value is

greater than the table value and the result is significant at 1% level. Hence, the
hypothesis “educational qualification of the consumers and their satisfaction
level towards the organised retail stores are not associated” does not hold good.
Thus there is a close relationship between the educational qualification of the
consumers and their satisfaction level towards the organised retail stores.

4.2.2.6 Consumers’ occupational status and their level of satisfaction

Occupation is a symbol of status in the contemporary society. It

socializes the individual in a particular fashion which in turn reflects his or her
pattern of behaviours and level of understanding of a particular phenomenon.
Thus, the occupational status of the people influences their utilisation of the
services of the organised retail stores. The occupation of the consumers in this
study is categorized as Govt. employee, private employee, self employed,
agriculturist and unemployed. The sample consists of 150 (15.0%) consumers
who are unemployed, 23 (2.3%) agriculturist consumers, 103 (10.3%)
consumers who are Govt. employees, 572 (57.2%) consumers who are private
employees and 152 (15.2%) self-employed consumers. Table 4.18 depicts the
distribution of the sample consumers according to their occupational status and
satisfaction level.

Table 4.18 Consumers’ occupational status and their level of satisfaction

S. No. of Ave- Range

Occupation % S.D
No. Consumers rage Min Max
1. Unemployed 150 15.0 47.7 40 64 5.9
2. Agriculturalist 23 2.3 50.8 48 52 1.5
3. Self Employed 152 15.2 47.4 36 66 7.9
4. Pvt. Employee 572 57.2 48.6 37 85 8.8
5. Govt. Employee 103 10.3 47.9 39 64 6.7
Total 1000 100.0
 197

The level of satisfaction towards the organised retail stores among

the unemployed consumers ranges between 40 and 64 with an average of 47.7
and that of the consumers who are agriculturists ranges between 48 and 52 with
an average of 50.8. The level of satisfaction towards the organised retail stores
among the self employed consumers ranges between 36 and 66 with an average
of 47.4 and that of the consumers who are private employees ranges between
37 and 85 with an average of 48.6. The level of satisfaction of the consumers
who are Govt. employees ranges between 39 and 64 with an average of 47.9.
Thus the maximum level of satisfaction is perceived by the consumers who are
agriculturists. All these are evident from Table 4.18 given above.

A two-way table is prepared and exhibited to find the degree of

association between the occupational status of the consumer and their
satisfaction level towards the organised retail stores.

Table 4.19 Consumers’ occupational status and their level of

satisfaction (Two-way table)

S. Level of satisfaction
Occupation Total
No. Low Medium High
23 95 32
1. Unemployed 150
(15.3) (63.3) (21.3)
5 7 11
2. Agriculturalist 23
(21.7) (30.4) (47.8)
57 48 47
3. Self Employed 152
(37.5) (31.6) (30.9)
119 294 159
4. Pvt. Employee 572
(20.8) (51.4) (27.8)
11 68 24
5. Govt. Employee 103
(10.7) (66.0) (23.3)
Total 215 512 273 1000
 198

Table 4.19 enumerates that the percentage of high level of

satisfaction towards the organised retail stores is the highest (47.8%) among the
consumers who are agriculturists and the same is the lowest (21.3%) among the
unemployed consumers. The percentage of medium level of satisfaction
towards the organised retail stores is the highest (66.0%) among consumers
who are Govt. employees and it is the lowest (30.4%) among the consumers
who are agriculturists. The percentage of low level of satisfaction towards the
organised retail stores is the highest (37.5%) among the self employed
consumers and the same is the lowest (10.7%) among the consumers who are
Govt. employees.

The following null hypothesis is framed and tested with the help of
Chi-square analysis and given along with its result in Table 4.20 to discover the
relationship between the occupation of the consumers and their level of
satisfaction towards the organised retail stores.

H0 : There is no significant relationship between the occupation of the

consumers and their level of satisfaction towards the organised retail
stores.

H1 : There is a significant relationship between the occupation of the

consumers and their level of satisfaction towards the organised retail
stores.

Table 4.20 Consumers’ occupational status and their level of

satisfaction (Chi-square test)

Calculated 2
Factor Value Table Value D.F Remarks
Significant at 1%
Occupation 55.483 20.090 8
level
 199

Table 4.20 shows that there is a close relationship between the

occupational status of the consumers and their satisfaction level towards the
organised retail stores because the calculated chi-square value is greater than
the table value and the result is significant at 1% level and also the hypothesis
“occupational status of the consumer and their satisfaction level towards the
organised retail stores are not associated” does not hold good.

4.2.2.7 Consumers’ annual income of their family and their level of

satisfaction

Income of a person plays an important role in shaping the economic

conditions of an individual which in turn is likely to have bearing on his/her
utilisation of the organised retail stores. The consumers’ annual income is
confined into four groups in this study as Rs.1,00,000 and below, Rs.1,00,001
to 2,00,000, Rs.2,00,001 to 5,00,000 and above Rs.5,00,000. The sample
consists of 194 (19.4%) consumers who earn Rs.1,00,000 and below, 330
(33.0%) consumers whose income is between Rs.1,00,001 to 2,00,000, 403
(40.3%) consumers earning Rs. 2,00,001 to 5,00,000 and 73 (7.3%) consumers
who earn above Rs.5,00,000. Table 4.21 given below explores the distribution
of the sample consumers according to their annual income and level of
satisfaction towards the organised retail stores.

Table 4.21 Consumers’ annual income of their family and their level of
satisfaction

S. Family’s Annual No. of Ave- Range

% S.D
No. Income (in Rs.) Consumers rage Min Max
1. 1,00,000 and below 194 19.4 48.5 36 85 9.2
2. 1,00,001 to 2,00,000 330 33.0 48.3 38 70 7.9
3. 2,00,001 to 5,00,000 403 40.3 48.2 37 85 7.8
4. Above 5,00,000 73 7.3 48.0 40 64 6.4
Total 1000 100.0
 200

It is highlighted from Table 4.21 that the level of satisfaction towards

the organised retail stores among the consumers whose annual income of their
family is Rs.1,00,000 and below ranges between 36 and 85 with an average of
48.5. The level of satisfaction towards the organised retail stores among the
consumers whose annual income is Rs.1,00,001 to 2,00,000 ranges between 38
and 70 with an average of 48.3 and that of the consumers whose annual income
level is between Rs.2,00,001 to 5,00,000 ranges between 37 and 85 with an
average of 48.2. Finally, the level of satisfaction towards the organised retail
stores by the consumers whose annual income is above Rs.5,00,000 ranges
between 40 and 64 with an average of 48.0. Hence, it is identified that the
maximum level of satisfaction towards the organised retail stores is acquired by
the consumers whose annual income is Rs.1,00,000 and below.

A two-way table is prepared to find the degree of association

between the annual income of the consumers and their satisfaction level
towards the organised retail stores.

Table 4.22 Consumers’ annual income of their family and their level of
satisfaction (Two-way table)

S. Family’s Annual Level of satisfaction

Total
No. income (in Rs.) Low Medium High
46 96 52
1. 1,00,000 and below 194
(23.7%) (49.5%) (26.8%)
73 157 100
2. 1,00,001 to 2,00,000 330
(22.1%) (47.6%) (30.3%)
87 208 108
3. 2,00,001 to 5,00,000 403
(21.6%) (51.6%) (26.8%)
9 51 13
4. Above 5,00,000 73
(12.3%) (69.9%) (17.8%)
Total 215 512 273 1000
 201

Table 4.22 explores that the percentage of high level of satisfaction

towards the organised retail stores is the highest (30.3%) among the consumers
whose annual income is between Rs.1,00,001 to 2,00,000 and the same is the
lowest (17.8%) among the consumers with an annual income above
Rs.5,00,000. The percentage of medium level of satisfaction towards the
organised retail stores is the highest (69.9%) among the consumers whose
annual income is above Rs.5,00,000 and it is the lowest (47.6%) among the
consumers with an annual income of Rs.1,00,001 to 2,00,000. The percentage
of low level of satisfaction towards the organised retail stores is the highest
(23.7%) among the consumers with an annual income Rs.1,00,000 and below
and the same is the lowest (12.3%) among the consumers who earn above
Rs.5,00,000.

The relationship between the annual income of the consumers and

their level of satisfaction towards the organised retail stores is identified by the
following null hypothesis which is framed and analysed with the help of Chi-
square test and presented in Table 4.23 along with its results.

H0 : There is no significant relationship between the consumers’ annual

income and their level of satisfaction towards the organised retail stores.

H1 : There is a significant relationship between the consumers’ annual

income and their level of satisfaction towards the organised retail stores.

Table 4.23 Consumers’ annual income of their family and their level of
satisfaction (Chi-square test)

Calculated 2
Factor Table Value D.F Remarks
Value
Family’s annual Significant at 5%
12.849 12.592 6
income level
 202

Since the calculated chi-square value is greater than the table value
and the result is significant at 5% level, the hypothesis “annual income of the
consumers and their satisfaction level towards the organised retail stores are not
associated” does not hold good. Consequently, it is found that there is a close
relationship between the annual income of the consumers and their satisfaction
level towards the organised retail stores.

4.2.2.8 Consumers’ family size and their level of satisfaction

The size of the consumers’ family determines their consumption

pattern of various items at the organised retail stores. The distribution of the
sample consumers according to their family size and level of satisfaction
towards the organised retail stores is shown in Table 4.24. The size of the
family is classified as up to 3 members, 4 to 5 members and above 5 members.
The sample consists of 246 (24.6%) consumers having up to 3 members in their
family, 606 (60.6%) consumers belonging to the family with 4 to5 members
and 148 (14.8%) consumers’ family has above 5 members.

Table 4.24 Consumers’ family size and their level of satisfaction

S. No. of Ave- Range

Family size % S.D
No. Consumers rage Min Max
1. Up to 3 members 246 24.6 49.4 37 85 10.2
2. 4 to 5 members 606 60.6 48.2 36 70 7.2
3. Above 5 members 148 14.8 46.6 38 70 6.9
Total 1000 100.0

Table 4.24 indicates that the level of satisfaction towards the

organised retail stores among the consumers having up to 3 members in their
family ranges between 37 and 85 with an average of 49.4.and that of the
consumers having 4 to 5 members in their family ranges between 36 and 70
 203

with an average of 48.2. The level of satisfaction towards the organised retail
stores among the consumers who have above 5 members in their family ranges
between 38 and 70 with an average of 46.6. Hence, it is proved that the
maximum level of satisfaction towards the organised retail stores is observed
by the consumers who have up to 3 members in their family.

The degree of association between the family size of the consumers

and their level of satisfaction towards the organised retail stores is specified in a
two-way table.

Table 4.25 Consumers’ family size and their level of satisfaction (Two-
way table)

S. Level of satisfaction
Family size Total
No. Low Medium High
48 124 74 246
1. Up to 3 members
(19.5%) (50.4%) (30.1%)
125 305 176 606
2. 4 to 5 members
(20.6%) (50.3%) (29.0%)
42 83 23 148
3. Above 5 members
(28.4%) (56.1%) (15.5%)
Total 215 512 273 1000

Table 4.25 delineates that the percentage of high level of satisfaction

towards the organised retail stores is the highest (30.1%) among the consumers
having up to 3 members in their family and the same is the lowest (15.5%)
among the consumers having above 5 members in their family. The percentage
of medium level of satisfaction towards the organised retail stores is the highest
(56.1%) among the consumers who have above 5 members in their family and
the same is the lowest (50.3%) among the consumers who have 4 to 5 members
in their family. The percentage of low
 204

level of satisfaction towards the organised retail stores is the highest (28.4%)
among the consumers who have above 5 members and the same is the lowest
(19.5%) among the consumers who have up to 3 members in their family.

The chi-square analysis is applied to the following null hypothesis to

define the relationship between the consumers’ family size and their level of
satisfaction towards the organised retail stores. The result obtained is given in
Table 4.26.

H0 : There is no significant relationship between the consumers’ family size and their level of
satisfaction towards the organised retail stores.

H1 : There is a significant relationship between the consumers’ family size and their level of
satisfaction towards the organised retail stores.

Table 4.26 Consumers’ family size and their level of satisfaction (Chi-
square test)

Calculated 2
Factor Value Table Value D.F Remarks

Significant at 1%
Family size 13.600 13.276 4
level

It is explicit from Table 4.26 that the calculated chi-square value is

greater than the table value and the result is significant at 1% level. Hence, the
hypothesis “family size of the consumers and their satisfaction level towards
the organised retail stores are not associated” does not hold good. Thus it is
clear that there is a close relationship between the family size of the consumers
and their satisfaction level towards the organised retail stores.
 205

4.2.2.9 Type of family of the consumers and their level of satisfaction

The type of family represents the nature of family pattern at which

the consumers prefer to live, since the family system determines the quantum
of the products required for consumption which impacts on the consumers’
buying behaviour. The type of family is classified into two categories as nuclear
family and joint family. The sample consists of 736 (73.6%) consumers
belonging to nuclear family and 264 (26.4%) consumers belonging to joint
family.

Table 4.27 Type of family of the consumers and their level of satisfaction

S. No. of Ave- Range

Type of family % S.D
No. Consumers rage Min Max
1. Nuclear 736 73.6 48.6 36 85 8.6
2. Joint family 264 26.4 47.4 38 64 6.2
Total 1000 100.0

The distribution of sample consumers according to the type of family

of the consumers and their level of satisfaction towards the organised retail
stores is portrayed in Table 4.27. It is inferred that the level of satisfaction
towards the organised retail stores among the consumers of nuclear family
ranges between 36 and 85 with an average of 48.6 and that of the consumers of
joint family ranges between 38 and 64 with an average of 47.4. Thus, it is
identified that the maximum level of satisfaction towards the organised retail
stores is perceived by the consumers of nuclear family.

The degree of association between the type of family of the

consumers and their level of satisfaction towards the organised retail stores is
represented by a two-way table.
 206

Table 4.28 Type of family of the consumers and their level of

satisfaction (Two-way table)

S. Level of satisfaction
Type of family Total
No. Low Medium High
167 351 218 736
1. Nuclear family
(22.7%) (47.7%) (29.6%)
48 161 55 264
2. Joint family
(18.2%) (61.0%) (20.8%)
Total 215 512 273 1000

Table 4.28 proves that the percentage of high level of satisfaction

towards the organised retail stores is the highest (29.6%) among the consumers
who belong to nuclear family and the same is the lowest (20.8%) among the
consumers who belong to joint family. The percentage of medium level of
satisfaction towards the organised retail stores is the highest (61.0%) among the
consumers of joint family and it is the lowest (47.7%) among the consumers
belonging to nuclear family. The percentage of low level of satisfaction towards
the organised retail stores is the highest (22.7%) among the consumers
belonging to nuclear family and the same is the lowest (18.2%) among the
consumers belonging to joint family.

The chi-square analysis is applied to test the null hypothesis which is

framed to trace the relationship between the type of family of the consumers
and their level of satisfaction towards the organised retail stores and the result
is presented in Table 4.29.

H0 : There is no significant relationship between the consumers’ type of

family and their level of satisfaction towards the organised retail stores.

H1 : There is a significant relationship between the consumers’ type of family

and their level of satisfaction towards the organised retail stores.
 207

Table 4.29 Type of family of the consumers and their level of

satisfaction (Chi-square test)

Calculated 2
Factor Table Value D.F Remarks
Value
Type of Significant at 1%
14.039 9.210 2
family Level

As the calculated chi-square value is greater than the table value and
the result is significant at 1% level, the hypothesis “type of family of the
consumer and their satisfaction level towards the organised retail stores are not
associated” does not hold good. Thereby, it is understandable that there is a
close relationship between the type of family of the consumers and their
satisfaction level towards the organised retail stores.

4.2.2.10 Consumers’ period of purchase and their level of satisfaction

The period of purchasing at the organized retail stores is an

important factor to determine the consumers’ satisfaction level because it
influences their consumption pattern. For the purpose of this study, it has been
studied into four groups as 5 years and below, 6 to 10 years, 11 to 15 years and
more than 15 years. The sample consists of 386 (38.6%) consumers who are
purchasing less than 5 years, 398 (39.8%) consumers who are purchasing
around 6 to 10 years, 141 (14.1%) consumers purchasing for 11 to 15 years and
75 (7.5%) consumers who have been purchasing more than 15 years at the
organised retail stores. The distribution of the sample consumers according to
the period they visit and their level of satisfaction towards the organised retail
stores are shown in Table 4.30.
 208

Table 4.30 Consumers’ period of purchase and their level of satisfaction

S. No. of Ave- Range

Period of purchase % S.D
No. Consumers rage Min Max
1. 5 years and below 386 38.6 47.3 37 65 7.0
2. 6 to 10 years 398 39.8 47.2 36 70 6.8
3. 11 to 15 years 141 14.1 49.9 37 65 6.4
4. More than 15 years 75 7.5 55.6 38 85 14.9
Total 1000 100.0

The level of satisfaction towards the organised retail stores among

the consumers who are purchasing around 5 years and below ranges between
37 and 65 with an average of 47.3. The level of satisfaction among the
consumers who purchase at the organised retail stores for 6 to 10 years ranges
between 36 and 70 with an average of 47.2. On the other hand, the level of
satisfaction towards the organised retail stores among the consumers who are
purchasing for 11 to 15 years ranges between 37 and 65 with an average of 49.9
and that of the consumers who have been purchasing for more than 15 years
ranges between 38 and 85 with an average of 55.6. All these are evident from
Table 4.30. Thus, it is obvious that the maximum level of satisfaction towards
the organised retail stores is recognized by the consumers who have been
purchasing for more than 15 years at the organised retail stores.

The degree of association between the period of purchase of the

consumers and their level of satisfaction towards the organised retail stores can
be noted from the given two-way table which is shown in Table 4.31.
 209

Table 4.31 Consumers’ period of purchase and their level of

satisfaction (Two-way table)

S. Level of satisfaction
Period of purchase Total
No. Low Medium High
93 213 80
1. 5 years and below 386
(24.1%) (55.2%) (20.7%)
89 195 114
2. 6 to 10 years 398
(22.4%) (49.0%) (28.6%)
16 89 36
3. 11 to 15 years 141
(11.3%) (63.1%) (25.5%)
17 15 43
4. More than 15 years 75
(22.7%) (20.0%) (57.3%)
Total 215 512 273 1000

It is evident from Table 4.31 that the percentage of high level of

satisfaction towards the organised retail stores is the highest (57.3%) among the
consumers have been purchasing for more than 15 years and the same is the
lowest (20.7%) among the consumers who are purchasing for 5 years and
below. The percentage of medium level of satisfaction towards the organised
retail stores is the highest (63.1%) among the consumers who are purchasing
around 11 to 15 years and it is the lowest (20.0%) among the consumers who
have been purchasing for more than 15 years. The percentage of low level of
satisfaction towards the organised retail stores is the highest (24.1%) among the
consumers who are purchasing for 5 years and below and the same is the lowest
(11.3%) among the consumers who are purchasing around 11 to 15 years.

A null hypothesis is framed to discern the relationship between the

consumers’ period of purchase and their level of satisfaction towards the
organised retail stores and the same is tested by the chi-square analysis and is
provided in Table 4.32 along with its results.
 210

H0 : There is no significant relationship between the consumers’ period of

purchase and their level of satisfaction towards the organised retail
stores.

H1 : There is a significant relationship between the consumers’ period of

purchase and their level of satisfaction towards the organised retail
stores.

Table 4.32 Consumers’ period of purchase and their level of satisfaction

(Chi-square test)

Calculated
Factor 2 Table Value D.F Remarks
Value
Period of Significant at 1%
59.214 16.811 6
purchase Level

The hypothesis “consumers’ period of purchase and their satisfaction

level towards the organised retail stores are not associated” does not hold good
because, the calculated chi-square value is greater than the table value and the
result is significant at 1% level. Subsequently, it is found that there is a close
relationship between the consumers’ period of purchase and their satisfaction
level towards the organised retail stores.

4.2.2.11 Type of store visited by the consumers and their level of

satisfaction

Consumers prefer the format that provides them different retail mix
based on their demographics, lifestyle and purchase behaviour. The type of
store visited by the consumers is classified into three groups as departmental
store, supermarket and hyper market. The sample consists of 524 (52.4%)
consumers who visit the departmental stores, 211 (21.1%) consumers visiting
the super markets and 265 (26.5%) consumers visiting the hyper markets.
 211

Table 4.33 Type of store visited by the consumers and their level of
satisfaction

S. No. of Ave- Range

Type of store % S.D
No. Consumers rage Min Max
1. Departmental Store 524 52.4 49.3 37 85 7.8
2. Super Market 211 21.1 46.4 36 61 7.0
3. Hyper Market 265 26.5 47.7 38 85 8.9
Total 1000 100.0

Table 4.33 exemplifies the distribution of the sample consumers

according to the store they visit and their level of satisfaction towards the
organised retail stores. It is apparent that the level of satisfaction towards the
organized retail stores among the consumers who visit the departmental stores
ranges between 37 and 85 with an average of 49.3. The level of satisfaction
towards the organized retail stores among the consumers who visit the super
markets ranges between 36 and 61 with an average of 46.4 and that of the
consumers who visit the hyper markets ranges between 38 and 85 with an
average of 47.7. From the analysis, it is identified that the maximum level of
satisfaction towards the organized retail stores is supposed by the consumers
who visit the departmental stores for shopping.

A two-way table is formulated to discover the degree of association

between the type of store visited frequently by the consumers and their level of
satisfaction towards the organized retail stores.

Table 4.34 shows that the percentage of high level of satisfaction

towards the organized retail stores is the highest (29.6%) among the consumers
who often visit the departmental stores and the same is the lowest (23.2%)
among the consumers who visit the super markets. The percentage of medium
level of satisfaction towards the organized retail stores is the highest
 212

(55.0%) among the consumers who frequently visit the departmental stores and
the same is the lowest (41.7%) among the consumers who visit the super
markets. The percentage of low level of satisfaction towards organized retail
stores is the highest (35.1%) among the consumers who visit the super markets
and it is the lowest (15.5%) among the consumers who visit the departmental
stores.

Table 4.34 Type of store visited by the consumers and their level of
satisfaction (Two-way table)

S. Level of satisfaction
Type of store Total
No. Low Medium High
81 288 155
1. Departmental Store 524
(15.5%) (55.0%) (29.6%)
74 88 49
2. Super Market 211
(35.1%) (41.7%) (23.2%)
60 136 69
3. Hyper Market 265
(22.6%) (51.3%) (26.0%)
Total 215 512 273 1000

The relationship between the type of store the consumers frequently

visit and their level of satisfaction towards the organised retail stores can be
obtained from the following null hypothesis which is framed and tested with
the help of chi-square analysis and is given in Table 4.35 along with its results.

H0 : There is no significant relationship between the type of store the

consumers frequently visit and their level of satisfaction towards the
organised retail stores.

H1 : There is a significant relationship between the type of store the

consumers frequently visit and their level of satisfaction towards the
organised retail stores.
 213

Table 4 Type of store visited by the consumers and their level of

satisfaction (Chi-square test)

Calculated
Factor 2 Table Value D.F Remarks
Value
Significant at 1%
Type of store 34.734 13.276 4
level

It can be concluded from Table 4.35 that there is a close relationship

between the type of store the consumers frequently visit and level of
satisfaction towards the organized retail stores because the hypothesis “type of
store the consumers frequently visit and their level of satisfaction towards the
organised retail stores are not associated” does not hold good as the calculated
chi-square value is greater than the table value and the result is significant at
1% level.

4 Consumers’ frequency of visiting the store and their level of

satisfaction

The frequency of visit is a powerful response by the consumers in

expressing their level of satisfaction towards the organised retail stores. The
consumers’ visit to the store is categorised as every day, once in three days,
weekly, fortnightly, monthly and rarely. The sample consists of 43 (4.3%)
consumers rarely visiting the store, 287 (28.7%) consumers visiting the store
every month, 107 (10.7%) consumers visiting fortnightly, 449 (44.9%)
consumers visiting weekly, 76 (7.6%) consumers visiting once in three days
and 38 (3.8%) consumers who visit the store every day. The distribution of
sample consumers according to the frequency of visiting of the consumers and
their level of satisfaction towards the organised retail stores can be identified
from Table 4.36.
 214

Table 4.36 Consumers’ frequency of visiting the store and their level of
satisfaction

S. No. of Ave- Range

Frequency of visit % S.D
No. Consumers rage Min Max
1. Rarely 43 4.3 48.7 43 54 4.0
2. Monthly 287 28.7 47.5 37 70 7.3
3. Fortnightly 107 10.7 46.5 40 65 6.1
4. Weekly 449 44.9 47.7 36 66 7.6
5. Once in three days 76 7.6 59.5 42 61 5.3
6. Every day 38 3.8 51.0 41 85 17.1
Total 1000 100.0

The maximum level of satisfaction towards the organised retail

stores is supposed by the consumers who visit the store once in three days as it
is acquired from Table 4.36 that the level of satisfaction towards the organised
retail stores among the consumers who visit the store every day ranges between
41 and 85 with an average of 51.0 and that of the consumers who visit the store
once in three days ranges between 42 and 61 with an average of 59.5. The level
of satisfaction towards the organised retail stores among the consumers who
visit the store weekly ranges between 36 and 66 with an average of 47.7 and
that of the consumers who visit the store fortnightly ranges between 40 and 65
with an average of 46.5. On the other hand, the level of satisfaction towards the
organised retail stores among the consumers visit the store every month ranges
between 37 and 70 with an average of 47.5 and the level of satisfaction towards
the organised retail stores among the consumers who rarely visit the store
ranges between 43 and 54 with an average of 48.7.
 215

With the target of discerning the degree of association between the

consumers’ frequency in visiting the stores and their level of satisfaction
towards the organised retail stores, a two-way table is prepared and exhibited in
Table 4.37

Table 4.37 Consumers’ frequency of visiting the store and their level of
satisfaction (Two-way table)

S. Level of satisfaction
Frequency of visit Total
No. Low Medium High
7 25 11
1. Rarely 43
(16.3) (58.1) (25.6)
40 185 62
2. Monthly 287
(13.9) (64.5) (21.6)
42 53 12
3. Fortnightly 107
(39.3) (49.5) (11.2)
111 208 130
4. Weekly 449
(24.7) (46.3) (29.0)
10 30 36
5. Once in three days 76
(13.2) (39.5) (47.4)
5 11 22
6. Every day 38
(13.2) (28.9) (57.9)
Total 215 512 273 1000

It is clear from Table 4.37 that the percentage of high level of

satisfaction towards the organised retail stores is the highest (57.9%) among the
consumers who visit the store every day and the same is the lowest (11.2%)
among the consumers who visit the store fortnightly. The percentage of
medium level of satisfaction towards the organised retail stores is the highest
(64.5%) among the consumers who visit the store every month and the same is
the lowest (28.9%) among the consumers who visit the store every day. The
percentage of low level of satisfaction towards the organised retail
 216

stores is the highest (39.3%) among the consumers visiting the store fortnightly
and the same is the lowest (13.2%) among the consumers visiting the store
every day and once in three days.

In order to unfold the relationship between the consumers’ frequency

in visiting the store and their level of satisfaction towards the organised retail
stores the chi-square analysis is employed and the result is accorded in Table
4.38.

H0 : There is no significant relationship between the consumers’ frequency in

visiting the store and their level of satisfaction towards the organised
retail stores.

H1 : There is a significant relationship between the consumers’ frequency in

visiting the store and their level of satisfaction towards the organised
retail stores.

Table 4.38 Consumers’ frequency of visiting the store and their level of
satisfaction (Chi-square test)

Calculated
Factor 2 Table Value D.F Remarks
Value
Frequency of Significant at 1%
86.130 23.209 10
visit level

There is a close relationship between the consumers’ frequency of

visiting the store and their satisfaction level towards the organised retail stores
since, the calculated chi-square value is greater than the table value and the
result is significant at 1% level. Hence, the hypothesis “consumers’ frequency
in visiting the store and their satisfaction level towards the organised retail
stores are not associated” does not hold good.
4.2.5 Correlation analysis

Correlation analysis is applied to identify the degree of relationship

between two sets of variables and their interdependence upon each other in
such a way that the changes in the value of a variable are sympathetic with the
changes in the other. The relationship between the selected independent
variables and the dependent variable’s level of satisfaction is measured using
correlation.

Table 4.70 Correlation between selected variables and consumers’ level

of satisfaction

No. Variables Correlation (r)

1 Age 0.001NS
2 Gender 0.155**
3 Marital status 0.225**
4 Educational status 0.099**
5 Occupational status 0.137**
 254

Table 4.70 (Continued)

No. Variables Correlation (r)

6 Annual income 0.067*
7 Family size 0.091**
8 Type of family 0.073*
9 Period of purchase 0.144**
10 Type of store 0.084**
11 Frequency of visit 0.090**
12 Amount spent for purchase 0.057NS
13 Mode of purchase 0.306**
Note: ** - Significant at 1% level; * - Significant
at 5% level; NS – Not Significant

The analysis from Table 4.70 details that among the selected thirteen
independent variables, the age and the amount spent for every purchase do not
have significant relationship with the consumers’ level of satisfaction towards
the organized retail stores. The variables annual income and the type of family
are statistically significant at 5 per cent level. The variables gender, marital
status, educational status, occupational status, family size, period of purchase,
type of store, frequency of visit and mode of purchase are statistically
significant at 1 per cent level and hence, these variables have positive
correlation with the consumers’ level of satisfaction towards the organized
retail stores.

4.2.6 Multiple Regression analysis

In the following analysis, the interdependence of the consumers’

level of satisfaction and the thirteen selected independent factors is discerned. It
is perceived that out of the thirteen factors, the selected sample consumers
 255

approve twelve factors are closely associated with their satisfaction level
towards the organized retail stores.

The thirteen selected independent factors are.

1. Age
2. Gender
3. Marital status
4. Educational status

5. Occupational status
6. Annual income
7. Family size
8. Type of family
9. Period of purchase
10. Type of store
11. Frequency of visit
12. Amount spent for purchase
13. Mode of purchase

The multiple linear regression co-efficient (dependent variable) is

found to be statistically fit as R2 is 0.930. It shows that the independent
variables contribute about 93.0 per cent of the variation in the level of
satisfaction attained by the selected sample consumers and this is statistically
significant at 1% level and 5% level.

Table 4.71 indicates that the variable age is not associated with the
level of satisfaction. On the other hand the co-efficient of gender, marital status,
educational status, occupational status, annual income, family size, type of
family, period of purchase, type of store, frequency of visit, amount spent for
purchase and mode of purchase are positively associated with the
consumers’ level of satisfaction indicating that the contribution of these
variables is statistically significant implying that their influence on the
consumers’ level of satisfaction is stronger than the other variables.

The details of the analysis are formulated in Table 4.71.

Table 4.71 Multiple Regression analysis

Unstandardized Standardized
S. coefficients coefficients
Variables T Sig.
No. Std.
B Beta
Error
(Constant) 1.237 0.138
1 Age -0.020 0.019 -0.045 -1.058 NS
2 Gender 0.090 0.020 0.130 4.410 1%
3 Marital Status 0.134 0.023 0.135 5.762 1%
4 Educational Status 0.041 0.021 0.070 2.000 5%
5 Occupational Status 0.134 0.019 0.175 7.043 1%
6 Annual Income -0.066 0.017 -0.118 -3.965 1%
7 Family size -0.038 0.016 -0.072 -2.362 5%
8. Type of family -0.149 0.036 -0.137 -4.160 1%
9 Period of purchase 0.093 0.026 0.121 3.587 1%
10 Type of store 0.037 0.017 0.068 2.173 5%
11 Frequency of visit 0.085 0.013 0.210 6.648 1%
12 Amount spent for
purchase 0.127 0.011 0.365 11.391 1%
13 Mode of purchase -0.243 0.042 -0.241 -5.762 1%

2 Degree of Degree of
R-Value R –Value F Value Significance
freedom – V1 freedom – V2
0.964 0.930 13 986 1010.86 1%Level
 The above analysis enables to arrive at a conclusion that the
consumers’ level of satisfaction towards the organized retail stores is positively
associated with their gender, marital status, educational status, occupational
status, annual income, family size, type of family, period of purchase, type of
store, frequency of visit, amount spent for purchase and mode of purchase.

4.2.7.3 Regression analysis

To assess the overall effect of the instrument on consumers’

influence towards the organised retail stores and to determine the relative
importance of the individual dimension of the generated scale, Multiple
Regression analysis is performed and shown in Table 4.76. For regression
analysis, the study adopts the use of a single-item direct measures of overall
consumers’ influence towards organized retail stores and it is excellent at five-
point Likert scale. The regression model considers the five dimensions as the
independent variables and the overall influencing factors as the dependent
2
variable. The adjusted R of 0.913 (p=0.000) indicates that 91.3 per cent of
variance in overall consumers’ influence is predicted. Further, the results also
indicate that all the five variables customized service, consistency of the store,
corporal facet, professional relationship and cognitive processing of the
customers appear to be the significant predictors (p < 0.001) of overall
 266

influence. Further, VIF values score from 1.061 to 1.156 indicates that
multicollinearity among the independent variables is not a problem.

Table 4.76 Effect size and relative importance of the individual

dimensions – multiple regression analysis

Standardized
No. Factors t Value Sig. VIF
Coefficient ( )
1 Customized service 0.388 15.036 0.000 1.156
2 Consistency of the store 0.352 13.674 0.000 1.154
3 Corporal facet 0.461 18.664 0.000 1.061
4 Professional relationship 0.201 9.674 0.000 1.011
5 Cognitive Processing 0.647 16.091 0.000 1.265

4.2.7.4 Conclusion

The factor analytic results of the present study depict a very different
structure. Due to certain additions and deletions in the proposed instrument, the
items were redefined and then relocated under five different factors. The 5-
factor structure model has been constructed (consisting 18 factors) representing
customized service, consistency of the store, corporal facet, professional
relationship and cognitive processing and these five factors have significant
impact on the overall consumers’ influence towards organized retail stores in
Tamil Nadu.