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1. INTRODUCTION:
Gone are the days were the consumer went in search of materials from shop to
shop. Today, things are made available in one shop, one place. These days, consumer
buying is not mere transfer of item from seller to buyer. Consumer wants buying to become
a happy affair. They would like to see, touch and feel the commodities that they buy.
Understanding this psychology for the consumer many organizations have come to make
purchase of happy affair.
In modern major cities the departmental store made a dramatic appearance in the
man of the 19th century and permanently reshaped shopping habits, and the definition of
service and luxury.
Department stores today have sections that have sell the following
clothing,furniture,home appliances,toys,cosmetics housewares gardening toiletries,
sporting goods paints and additionally select other lines of products such as foods books
electronics stationaries baby products products for pets.
1.1. MARKETING:
Under these circumstances a study has been conducted to analysis the preference of
consciences towards departmental stores .Channel of distribution is also called marketing
channel or trade channel, are used to provide consumer with a convenient means of
obtaining the products and services they desire. Thus, the route or path through which
goods more from the place of production to the place of consumption is called channel to
distribution. There are various persons or business consumer such as middlemen consisting
of wholesalers and retailers.
I.2. DEPARTMENTAL STORES:
A departmental store, a retail trade shop, was started at strategic place to please the
customer by giving him the choice of selecting all that he wants. There are number of
departmental stores like Shri kannan Departmental stores, vinayaga departmental store,
naadar departmental store, More for U, etc. Every business is based on understanding every
business man today makes some effort to convince the consumer for buying a the consumer
and providing the kind of products that the consumer want product in a particular shop and
for this reason, the researcher has under taken a survey as to why they prefer departmental
store.
What are the reasons for their purchase at a departmental store? What makes them
to select departmental stores? That other form of retails outlet in vellalore at Coimbatore
city.
1.3. CONSUMER BEHAVIOUR
This model implies that consumer pass through all five stages in buying
something. This is not the case in respect of low – involvement purchases. Consumer
might skip or reverse some of these stages. Understanding consumer needs and
buying process is essential to building effective marketing strategies.
BUYING
DECESSION
PROCESS
DECESSION PROBLEM
MAKING RECOGNITION
EVALUATION
INFORMATION
OF
SEARCH
ALTERNATIVES
I.5. PROBLEM RECOGNITION:
The buying process starts with the buyer recognizing a problem or need. The
buyer senses a difference between his or her actual state and a desired state. The need
can be aroused by internal or external factors. In the former case, the person’s normal
needs – hunger, thirst to threshold travel and become a drive. The person out of
experience has learned to cope up with the drive and its motivated towards a class of
objects that he or she knows will satisfy the drive.
As the next step, a consumer will try to search for from various sources, to
have an idea about the competing brands and their features and to purchase
accordingly .The various sources which provide information are:
The study of the consumer behaviour enables us to analysis one’s own decision in
buying. The very look of the departmental store attracts people, the way in which products
are visited not only to buy, but also spend sometimes in the cafeteria and to enjoy the
atmosphere, the consumer takes a look to choose the product and understands the
inferential as well as the external factors. This is done in a clean unpolluted atmosphere in
departmental store. It is a matter for study as to why people come and buy from a
departmental store.
1.10. SCOPE OF THE STUDY:
The scope of the study covers the key factors, which influences the
customer to buy products in departmental stores.
This scope of the study helps to know about the preference of the
consumers in departmental stores.
1.11. OBJECTIVES OF THE STUDY
1. To find out the factors influencing the customers to purchase house hold articles from
departmental store.
3. To study the consumer’s opinion and ideas about the price, quality and services rendered
by the departmental stores.
5. To suggest, improve in sales and functions in the departmental stores based on results
1.12. LIMITATION OF THE STUDY:
2. For convenience purpose, the population taken for the study refers to the
Customers of Shri kannan departmental stores, Vinayaga departmental stores, Naadar
departmental stores.
3. The data was collected for the month of January 2017 to march 2017.
4. In order to complete the study within the time frame, the number of respondents had
been restricted to 100.
1.13. COMPANY PROFILE:
Vellalore 641111
Coimbatore
Contact : 04224383068,
NEWBY (1997)
Other relevant studies address the interaction between the physical infrastructure
and consumer’s choice of retail outlet.
FERNIE (1998)
Does not treat consumer preference as a separate issue , his work seems likely to
provide inspiration for the present study.Fernie looked at the retail changes in the UK and
included a consideration of the logistical consequences of the developments there.
CHRISTENSEN (1999)
Shows that out shopping is inversely related to the size of the town of the
residence. Some researchers have viewed shopping as a leisure activity
ROY (2000):
Surbhi Khosla in her article briefly discussed about the retail sector in India and its
journey. The article mentions in the chronological order the evolution of different retail
formats in India and also major retailers in different formats. The article also discussed the
recent trends in the formats and future scope of the different formats of retailing.
Rakash Chandra Das studied and explodes the opportunities, challenges and
strategies of Indian retail sectors. The paper discusses the challenges like merchandising
mix, retail differentiation, supply chain management and also competition from supplier's
brand in the Indian perspective.
All the items under consideration in any field of inquiry constitute a “Universe” or
“Population”. The researcher must decide the way of selecting a sample or what is
popularly known as sample design .A sample design is a definite plan determined before
any data are actually collected for obtaining a sample from a given population.
SAMPLE SIZE:
SAMPLING TECHNIQUE:
In this study, convenient sampling method was adopted for selecting the respondents.
The study was conducted during the period January 2017 to march 2017.
The collected data has been analysed using percentage analysis diagrams and
correlation.
PRIMARY DATA:
Both primary and secondary are collected from the present study.
Primary data are those which are collected for the first time and they are original in
character.the primary data collection was done through the questionnaire method from the
respondents. The questionnaire was given to the respondents and they were asked to fill
them up. Necessary help was rendered whenever they found difficult to answer.
SECONDARY DATA:
Secondary data refers to information gathered by someone other than the researcher
conducting the current study.
1) Percentage method
2) Correlation method
PERCENTAGE METHOD:
Correlation method is the statistical tool we can use to describe the degree which
one variable is linearly related toanother.often correlation analysis is used in conjunction
with regression analysis to measure how well the regression line explains the variation of
the dependent variable’s; y correlations analysis is also used by itself, however, to measure
the degree of association between two variables.
FORMULA:
∑𝑋𝑌
R =
√∑𝑋 2 𝑌 2
4. ANALYSIS AND INTERPRETATION OF DATA
4.1. INTRODUCTION:
All the information collected from the sample respondents is analysed and the
results presented at the end of this chapter. The data analysis are related to the customer
need in a departmental store, various factors influencing their purchase and their opinion
regarding the products price, quality and etc, and the after sales services rendered by the
departmental store
TABLE 4.1.1:
The above table representing the age group of the respondents. More than one-third
(46%) of the respondents, belong to the age group of 21 – 30 years, 23% of the respondents
are belong to the age group 31 - 40 years and a least of 12% belong to the age group of
above 40 years.
BELOW 20 19 19
20 TO 31 46 46
31 TO 40 23 23
ABOVE 40 12 12
INFERENCE:
The above table representing the age group of the respondents. More than one-third
(4.5%) of the respondents, belong to the age group of 20 – 31 years, 2.5% of the
respondents are belong to the age group 31 - 40 years and a least of 3.5% belong to the age
group of above 40 years.
CHART 4.1.1
19
46
BELOW 20
100
21-31
31-40
23 ABOVE40
12 TOTAL
TABLE 4.1.2:
FEMALE 58 58
INFERENCE:
The table representing the gender of the respondents. It shows that, about 42% of
the respondents are male and 58% of the mare female.
CHART 4.1.2
GENDER RESPONDENCE
TOTAL 100
FEMALE 58
MALE 42
0 20 40 60 80 100 120
TABLE4.1.3:
MARRIED 57 57
UNMARRIED 43 43
INFERENCE:
The table shows the marital status of the respondents. It reveals that, about 57% of
the total respondents are married and others are unmarried.
CHART 4.1.3
MARITAL STATUS
250
200
150
100
50
0
MARRIED UNMARRIED TOTAL
NO.OF.RESPONDENCE PERCENTAGE
TABLE 4.1.4:
RESPONDENTSCLASSIFICATION ACCORDING TO
EDUCATIONALQUALIFICATION:
DEGREE/DIPLOMA 32 32
PG 23 23
PROFESSIONAL 15 15
INFERENCE:
The above table showing the educational qualification of the respondents. It reveals
that nearly one-third (32%) of the respondents are Degree / Diploma holders. Followed by
30% of the respondents are school level and least respondents (15%) are professionals.
CHART 4.1.4:
RESPONDENTSCLASSIFICATION ACCORDING TO
EDUCATIONALQUALIFICATION:
EDUCATIONAL QUALIFICATION
200
150
100
50
NO.OF.RESPONDENTD PERCENTAGE
TABLE 4.1.5
STUDENT 23 23
HOUSE WIFE 27 27
EMPLOYED 26 26
BUSINESS 24 24
INFERENCE:
Above table showing the occupational status of the respondents. It reveals that,
more than one-fourth (27%) of the respondents are house wife, followed by 26% of the
respondents are employed and least no. of respondents are students.
CHART 4.1.5
OCCUPATIONAL STSTUS
23
STUDENT
27
HOUSE WIFE
100 EMPLOYED
BUSINESS
26
TOTAL
24
TABLE4.1.6
UP TO Rs.3000 4 4
Rs.3001 TO Rs.6000 25 25
INFERENCE:
The above table showing the monthly income of the respondents. It tells that
39% of the respondents are having the monthly income of above Rs.9,000, 32% of the
respondents are having monthly income of Rs.6,001 – Rs.9,000. And the least (4%)
number of the respondents are having monthly income of the less than Rs.3, 000.
CHART 4.1.6:
MONTHLY INCOME
100
80
60
40
20
0
UPTO RS.3000
RS.3001 TO
6000 RS 6001 TO
9000 RS 9001 TO
12000 TOTAL
NO.OF.RESPONDENCE PERCENTAGE
TABLE4.1.7
(%)
UP TO 2 10 10
3 TO 4 56 56
5 TO 6 31 31
ABOVE 6 3 3
INFERENCE:
The table representing the size of the family. It reveals that more than 56% of the
respondents are belongs to the family size of 3 – 4 members. And least 3% of the
respondents are belongs to the family size of above 6.
CHART 4.1.7
10
56
UPTO 2
100
3 TO 4
5 TO 6
ABOVE 6
31
3 TOTAL
TABLE 4.1.8:
SHOPS / MARKETS 46 46
SALES REPRESENTATIVES 2 2
EXHIBITION 0 0
INFERENCE:
Above table showing the sources of purchases of the respondents. It reveals that
more than 50% of the respondents are purchasing the products from departmental stores.
And less than 50% of the respondents are purchasing products from shops/ market.
CHART 4.1.8:
TOTAL
EXHIBITION
NO.OF.RESPONDENT
SALES REPRESENTATIVES
PERCENTAGE
SHOPS / MARKETS
DEPARTMENTAL STORES
TV 26 26
NEWS PAPERS 22 22
INTERNET 9 9
WORD OF MOUTH 43 43
INFERENCE:
The table representing the source of awareness about the departmental stores. It
shows that 43% of the respondents are aware of the departmental stores through word of
mouth advertisement and a least percentage of 9% are aware of the store through Internet.
CHART 4.1.9:
100
80
60
40 NO.OF.RESPONDENCE
20 PERCENTAGE
0
TABLE 4.1.10:
SHRI KANNAN 58 58
DEPARTMENTAL
STORE
VINAYAGA 15 15
DEPARTMENTAL
STORE
NAADAR 14 14
DEPARTMENTAL
STORES
OTHERS 13 13
INFERENCE:
FAVOURABLE STORE
100%
90%
80%
70%
60%
PERCENTAGE
50%
NO.OF.RESPONDENCE
40%
30%
20%
10%
0%
KDS VDS NDS OTHERS TOTAL
TABLE 4.1.11:
PRESTIGE 11 11
LESS COST 23 23
MORE QUALITY 32 32
TIME SAVING 12 12
INFERENCE:
The table showing the reasons for purchasing through departmental stores. Nearly
one – third (32%) of the respondents are prefer the store due to more quality, followed by
23% of the respondents are prefer the store due to less cost and least 11% of the
respondents are prefer the store due to prestige.
CHART 4.1.11
22
11 CONVENIENT
PRESTIGE
23 LESS COST
100
MORE QUALITY
TIME SAVING
32 TOTAL
12
TABLE 4.1.12:
ABOVE 20 20 20
50 TO 60 40 40
ABOVE 60 30 30
INFERENCE:
Above table representing the number of years purchasing from departmental stores
it reveals that the more than one-third(38%) of the respondents are belong to the category
above 30-50years followed by 30% of the respondents are belong to the category above 20
years and least percentage of 10% are belong to the category less than a year.
CHART 4.1.12:
YEARS OF PURCHASE
TOTAL
ABOVE 60
NO,OF.RESPONDENCE
50 TO 60
PERCENTAGE
ABOVE 20
PROVISIONS AND 25 25
GROCERIES
COSMETIC PRODUCTS 4 4
HEALTH CAREPRODUCTS 6 6
STATIONARY PRODUCTS 2 2
INFERENCE:
The table representing the items purchased from departmental stores. It reveals that
nearly 50% of the respondents are purchase all the above mentioned products 26%of the
respondents are purchase provisions and groceries and least percentage of the 2% are
purchase only health care product.
CHART 4.1.13:
15
FRUITS AND VEGGIES
25
GROCERIES
4 COSMETIC
6
2 HEALTH CARE
100
STATIONERY
ALL THE ABOVE
47 TOTAL
TABLE 4.1.14:
IMMEDIATE 61 61
RECTIFICATION
DELAY IN 16 16
RECTIFICATION
NO EXCHANGE 14 14
NO RESPONSE 9 9
INFERENCE:
The table representing the items purchased from departmental stores. It reveals that
nearly 61% of the respondents are handling of damaged immediate rectification in
departmental stores. 16% of the respondents are handling of delay in rectification in
departmental stores. 14% of the respondents are handling of no exchange in departmental
stores, 9% of the respondents are handling of no response in departmental stores.
CHART 4.1.14:
HANDILING OF DAMAGE
61
IMMEDIATE RECTIFICATION
DELAY IN RECTIFICATION
100 NO EXCHANGE
NO RESPONSE
TOTAL
16
14
9
TABLE 4.1.15:
OFTEN 35 35
SOMETIMES 28 28
NO 17 17
INFERENCE:
The above table representing the free delivery of 20% by the respondents, it says
that 35% of the respondents are often having the door delivery only, 28% of the
respondents are sometimes having it and least percentage of 17% are not having this
service.
CHART 4.1.15
35
30
25
20 NO. OF. RESPONDENTS
15 PERCENTAGE (%)
10
5
0
ALWAYS
OFTEN
SOMETIMES
NO
TABLE 4.1.16:
OFTEN 23 23
SOMETIMES 50 50
NO 16 16
INFERENCE:
The above table representing the discounts and benefits enjoyed by the respondents,
it says that 50% of the respondents are enjoying the discounts and benefits sometimes only,
23% of the respondents enjoying the discounts and benefits often and least percentage of
11% are enjoying always.
CHART 4.1.16:
100
80
60
40
20 NO.OF.RESPONDENTS
0 PERCENTAGE
TABLE 4.1.17:
HIGHLY SATISFIED 43 43
SATISFIED 26 26
FAIR 19 19
DISSATISFIED 12 12
INFERENCE:
The above table shows the customer care service of the departmental store. It tells
that more than two-fifth (43%) of the respondents are highly satisfied with the customer
care service, more than one-fifth (26%) of the respondents are satisfied with the customer
care service and 12% of the respondents are dissatisfied with the customer care service.
CHART 4.1.17:
100
80
60
40
20
0 NO.OF.RESPONDENTS
PERCENTAGE
TABLE 4.1.18:
NO 76 76
INFERENCE:
Above table reveals the customer’s satisfaction towards the products. It says that
more than three-fourth (76%) of the respondents are satisfied with the products and less
than one forth (24%) of the respondents are not satisfied with the product.
CHART 4.1.18
100
80
60
NO.OF.RESPONDENT
40
PERCENTAGE
20
0
YES
NO
TOTAL
TABLE 4.1.19
HIGHINVESTMENT 20 20
NO BARGAINING 20 20
OTHERS 30 30
INFERENCE:
Above table dealt with the reasons for not satisfied with the products. It reveals that,
more than 20% of the respondents are not satisfied because of the any bargaining, 30% of
the respondent’s states that there is more cost for the products.
CHART 4.1.19:
30
20 MORE COST
100
HIGH INVESTMENT
20
NO BARGAINING
OTHERS
30
TOTAL
TABLE 4.1.20:
NO 55 55
TOTAL 100 100
INFERENCE:
Above table reveals the difficulty faced by the respondents while purchasing. It
says that 45% of the respondents are facing some difficulties while purchasing and 55% of
the respondents are not facing any difficulty.
CHART 4.1.20:
DIFFICULTY IN BUYING
45
100
YES
NO
55 TOTAL
TABLE 4.1.21:
TIME CONSUMING 19 19
TOO MUCH 7 7
FORMALITIES
DELAY IN 17 17
RECEIVINGTHE
PRODUCTS
OTHERS 2 2
INFERENCE:
The above table represents the reason for difficulty of buying the products through
departmental store. It reveals that ,48% of the respondents are saying that the departmental
store is time consuming, followed by 38% of the respondents are saying that receiving the
products are getting delay.
CHART 4.1.21:
100
80
60
40
20
0 NO.OF.RESPONDENTS
PERCENTAGE
TABLE 4.1.22:
NO 10 10
INFERENCE:
The above table reveals the satisfaction of the respondent’s family members. It
reveals majority of the respondent’s family members are satisfied with the departmental
store.
CHART 4.1.22
100
90
80
70
60 NO.OF,RESPONDENTS
50
PERCENTAGE
40
30
20
10
0
YES NO TOTAL
TABLE 4.1.23:
NO 16 16
INFERENCE:
84 YES
100 NO
TOTAL
16
TABLE 4.1.24:
NO 17 17
INFERENCE:
Above table represents the advantages of departmental store than other store. It
reveals that the more than fourth-fifth (83%) of the respondents is accepting that the
department stores are more advantages than other.
CHART 4.1.24:
17
YES
100 100 NO
TOTAL
83
4.1.25. CORRELATION ANALYSIS
Table showing the free delivery and discounts and benefits rendered by departmental
stores.
Often 35 23 10 2 100 4 20
Some 28 50 3 25 9 625 75
times
No 17 16 -8 -9 64 81 72
∑𝑋𝑌
R =
√∑𝑋 2 𝑌 2
X̅=∑X / N Y̅=∑X / N
R =0.547764
Table showing the satisfaction of product purchased and difficulties in buying in stores
departmental
∑𝑋𝑌
R =
√∑𝑋 2 𝑌 2
X̅=∑X / N Y̅=∑X / N
X̅ = 100 / 2 = 50 Y̅ = 100 / 2= 50
260
=
√(1352)(50)
260
=
√67600
INFERENCE:
From the above calculation is clear that there is relationship between the customer
opinion and satisfactory level.
5.FINDINGS:
Based on the summary of the analysis and interpretation of data as per study,
the following are the findings, followed up suggestions recommended to improve the
sales and functioning of the stores.
1. The study reveals that the respondents are aware of various features of
departmental stores.
2. A majority of the respondents come to know about the departmental stores through
word of mouth advertisement.
3. Many customers visiting the stores belong to the age 21 – 30 years.
4. The female respondents visiting the stores outnumber the male.
5. More number of married respondents visits the store.
6. More number of degree / Diploma holder and school level
Respondents also visit the stores.
7. Most of the respondents visiting the stores are housewivesFollowed by employees.
8. Many of the respondent’s family monthly incomes fall
Above Rs.9, 000.
9. The family size of most of the respondents falls within 3 – 4
Members.
10. Most of the respondents are purchasing products from
Departmental stores followed by the shops / market.
11. Most of the respondents are visiting the Shri kannan departmental stores.
12. A majority of the respondents prefer the departmental stores for
a.More quality b.Less cost c.Convenient
13. Most of the respondents are visiting the departmental stores more than 3 years.
14.A majority of the respondents visiting the store and purchase fruits and vegetables,
provisions and groceries, cosmetic products, health care products and stationary
products.
15. A majority of the respondents are getting immediate rectification from the
damages.
16. Most of the respondents are always getting the free door delivery service.
17. Most of the respondents are getting both tow-wheeler and four wheeler parking
facility.
18. A majority of the respondents are highly satisfied with the customer cared service
rendered at the stores.
19. More than 75% of the respondents are satisfied with the products purchased from
departmental stores.
20. Major reasons for not satisfying are no bargaining and more cost
21. More than 50% of the respondents are raving no difficulty in buying the product.
22. Major reasons for the difficulties are time consuming and delay in receiving the
product.
23.90% of the respondents family members are satisfied with the products purchased
from departmental stores.
24. More than four – fifth of the respondents are interested in recommending
departmental stores to others.
25. The study reveals that the departmental stores are advantageous than other stores
5.1. Suggestions:
Based on the findings, the following suggestions have been recommended to improve
the sales and functioning at the store.
1. As the majority of the respondents are aware of departmental stores not through
advertisement, it is suggested that the store puts in more efforts in making the
advertising media an effective source of information in reaching the customers at
large.
2. Efforts should be made to reduce the price of certain products like fancy items,
children’s toys, etc.
3. Steps should be formulated to make the customers aware of the door delivery
system facility provided.
convenient.
6. Steps should be taken to avoid waiting and arrangements be made to park the
customers vehicle without any problem
7. It is suggested to the management to make the department store account for the
benefit of the customers and the persons working at the store.
8. Steps should be taken to set up departmental stores indifferent Parts of the city for
the easy accessibility.
5.3. CONCLUSION:
The study reveals that the customers are satisfied with the contributors made
by departmental stores and they are interested in recommending it to other prospective
customers.
QUESTIONNAIRE
Iam Dhaarani.R a student of SNMV College of arts and science. sem -VI As
a part of our study, iam doing a survey on retail audit on retail outlets.So I request you
to fill up these questions and also assure that the information provided by you will be
kept confidential and only for the accadamic purpose.Thanking you,
1. Name:
2. Age:
3. Gender:
a) Male b) Female
4. Marital status:
a) Married b) Unmarried
5. Educational qualification
c) PG d) professional
6. Occupational status
c) Employed d) Business
a) Up to 2c) 4 to 6 b) 2 to 4 d) Above
a) Yes b) No
b) Naadar d) Others____________
13. Reason for purchasing through departmental stores.
a) Convenient b) Prestige
e) Time saving
14. How many years are you purchased from departmental stores?
c) 2 to 3 d) Above 3 years99
15. State which type of product you purchase through departmental stores?
c) Cosmetic product
e) Stationery products
16. If there is any damage in the products, how will the handle?
c) No exchange d) No response
a) Always b) Often
c) Sometimes d) No
a) Always b) Often
c) Sometimes d) No
c) Fair d) Dissatisfied
21. Are you satisfied with the product you purchased through Departmental stores
a) Yes b) no
22. If no reason
23. Is there any difficulty in buying the products through departmental stores?
a) Yes b) no
25. Are the family members satisfied with the Departmental Stores products?
a) Yes b) no
a) Yes b) no
27. Do you feel Departmental store is more advantageous than any other type?
BIBLOGRAPHY:
www.google.com
www.scribd.com
www.wikipedia.com
www.business,com
www.businessweek.com