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Customer profile and behavior analysis
CLIENT Profile behavior analysis
A STUDY IN ALL THE DAYS OF SPENCER
* K. Logeshwari
** V. Ramadevi
ABSTRACT
India is being seen as a potential goldmine for retail investors from all over the world and recent studies have evaluated India as the top destination for retailers an attractive emerging market retail. vast middle class of India and its retail industry almost untapped are the main attractions for global retail giants wanting to enter new markets. Although India has more than 5 million outlets, the country sorely lacks anything that might resemble an industry of retail in the modern sense. This scenario has led to a transition from retail sales unorganized organized retail. There is strong competition among organized retailers to attract customers. The study reveals that the top five factors that are expected by consumers are price, quality, shelf arrangements, the choice of brand and product availability. The choice variables of the mark, availability, discounts, packaging facilities and meet customer satisfaction levels of consumers daily Spencer. The results enable marketing strategists to develop appropriate strategies to increase the daily quota of Spencer in the industry of retail.
——————————————–
* Professor, Department of Management Studies and Research, Karpagam University, Coimbatore – 641021, Tamil Nadu
* * Professor, Department of Management Studies and Research, Karpagam University, Coimbatore – 641021, Tamil Nadu
INTRODUCTION
India Retail Industry is the largest among all industries, representing more than 10 percent of GDP and about 8 percent of employment. The retail industry in India has emerged as one of the industries most dynamic and fast-paced with several players in the market. But they have all tasted success, due to heavy initial investments required to reach equilibrium with its way to becoming the next booming industry. In this context, the study was conducted to determine the profile and buying behavior of consumers daily from Spencer.
Furthermore, the study seeks to identify the influence of demographic variables on the level of expectation and satisfaction and also highlights the gap between expectation and level satisfaction. It also analyzes the key factors that influence purchases and aims to understand the level of expectation and satisfaction The study assumes the characteristic descriptive research. One hundred twenty-five clients shows in the city of Coimbatore is selected based on convenience and data were collected through specially questionnaire.
The whole concept and idea of buying has been drawing attention in terms of format change and consumer behavior purchase, ushering in a revolution in shopping in India. modern retailing has entered the retail market in India as seen in the form of shopping centers bustling commercial centers and the huge multi-storey commercial complexes that offer entertainment and food all under one roof.
A large young working population with median age of 24 years, nuclear families in urban areas, along with rising population and opportunities for women emerging in the services sector will be key factors in the growth of organized sector in India.
In India, the vast middle class and industry the almost untapped retail forces are main attractions for global retail giants wanting to enter new markets, which in turn will help India Industry Retail to grow faster. Indian retail is expected to grow 25 percent annually. Modern retail in India will be worth U.S. $ 175-200 billion in 2016. The Retail Industry of India dominates the shopping cart. Mobile Phone Retail Industry in India is already a U.S. 16.7 billion U.S. dollars business, growing more than 20 percent per year. The future of Indian Industry Retail is a promising growth market, government policy increasingly favorable and emerging technologies to facilitate operations.
The study is primarily concerned with customer perception towards daily Spencer is a store retail. Retail is one of the important factors in the purchase and sale of products. Different types of point of sale through the store may be related very intimate with transactions in a face-to-face, the first name. At the other end of the scale, the property may be sold at retail worldwide, without physical contact being made at all. The different types of retail stores are as follows,
- Department store
- Retail door to door
- Distance retail
- Chain retail
- Retail Party
- Only independent shop non-franchise
- Super Market
- Retail Van
- Ware clubhouse
Until the introduction of supermarkets, customers buying the products simply asking the shopkeeper for their products. There was a personal one to one between the customer and the store first keeper.The convenience store started in 1915 by Albert Gerard in Los Angeles. In these grocery stores were stacked on shelves that allows customers to walk and explore, collect their needs for themselves and the store manager only has to calculate the final bill at the end of the process and receive payment.
This new type of purchase was more efficient and many customers preferred. There has been a steady increase in the global number of convenience stores since the beginning. Despite that India has well over 5 million retail establishments of all sizes and styles, the country sorely lacks anything that might resemble an industry Retail sales in the modern sense. This presents international retail specialist with great opportunity. Retail in India is well-organized. No supply chain management perspective.
According to a survey by AT Kearney, an overwhelming proportion of Rs.400000 crore market retailers are not organized. In fact, only a segment of Rs.20000 crore market is organized. A little more than 8 percent of the Indian population sells retail. The first challenge facing the organized retail sector in India is the competence of the sector. traditional retail has been set India for centuries. It is a structure of low operating costs mostly own and runs it for generations.
By contrast, industry players have organized large expenses to meet and yet have to keep prices low enough to compete with the traditional sector. High cost to the organized sector arises from higher labor costs, social security to workers and high-quality and other accommodation facilities.
These drawbacks opportunity to present International and / or professionally managed Indian corporations to pioneer a modern distribution industry in India and benefit from it.
Problem Statement:
Indian retail sector is experiencing a transition from buoyant disorganized to retail organized. This has led to fierce competition between the organized retail sector. Understanding customers in terms of their profile, buying behavior, expectations and satisfaction is important. This is identified as the problem area and study has attempted to address the above said issues regarding the daily Spencer.
Objectives:
n To understand the profile and buying behavior of consumers daily Spencer.
n order to analyze the key factors affecting the daily shopping in Spencer.
n To understand the level of expectations and satisfaction of consumers daily Spencer.
n order to study the influence of demographic variables on the expectations and satisfaction.
n Analyze the gap between the level of expectation and satisfaction
Scope of study:
This research gives a broad framework of clients per day of Spencer and an analysis of its profile and buying behavior. This can be used to guide future business plans and changes in current activities. It gives an idea of the areas that need emphasis and development.
This study was conducted in Coimbatore city, covering all areas falling within the area of Coimbatore, with a sample size of 125 respondents. All kinds of customers are met and their views were discussed.
Methodology:
a) Type of study:
The type of study is of a descriptive because it describes the perception of the client in every day from Spencer.
b) Sampling Design:
The sampling design consists of a sampling method and sample size. The sampling method used is the appropriate method of sampling because the population is infinite. The size sample is 125 respondents from customers every day of Spencer in the city of Coimbatore.
c) Method of Collection Data:
The method used to collect primary data is through questionnaires. Secondary data are collected through the company manuals, disks, magazines and websites.
d) Tools for analysis:
The statistical tools for analysis
- Percentage analysis
- Chi – square
- The average score analysis
- paired samples t "test
Percentage analysis:
Percentage of analysis is used to describe the profile of respondents and the buying behavior of customers Spencer Daily.
Chi-square analysis:
Chi – square is used when two variables are to be compared. In this study, the chi-square analysis was used for comparison between the level of expectation and satisfaction of customers every day of Spencer.
The average score analysis:
In this study the average value is used to identify and classify the factors influencing the level of trust and consumer satisfaction.
linked sample't "Test:
This test is used to determine the significant difference between the two variables. In this study, t-test is performed to find the difference between the level of expectation and satisfaction.
The average score analysis at the level of expectations and satisfaction of respondents in a number of factors
Level of Confidence '
Table 1 – The classification of factors Wait
Factors
Percentage
MEANSCORE
SCORE
RANGES
VI
I
N
LI
NI
Price
44
81
0
0
0
1.26
1
Quality
54
71
0
0
0
1.52
2
Location
29
74
22
0
0
1.944
13
Brand Image
41
72
12
0
0
1.768
9
Brand choice
54
70
0
1
0
1.584
4
Availability
49
76
0
0
0
1.608
5
Shelf Agreements
55
70
0
0
0
1.56
3
Crowd management
51
68
5
1
0
1.648
6
Assistance
26
71
28
0
0
2.016
14
Customer Service
54
41
28
2
0
1.824
11
Environment
41
71
8
0
0
1.696
7
Discounts
60
40
25
0
0
1.72
8
Billing
49
39
36
1
0
1.912
12
Packing facilities
50
48
27
0
0
1.816
10
Parking
36
59
22
44
0
2.048
15
VI – very very important, I – Important, N – neutral, LI – Less important
NI – Not important
In the above table, we can infer that the price factor is considered very important by respondents, factors such as the following order is quality, conservation agreements, the same selection, availability, crowd control, the environment, discounts, brand image, packaging facilities, customer service, billing, position to facilitate attendance and parking.
Level of satisfaction
Table 2 – Classification of the factors of satisfaction
Factors
Percentage
MEANSCORE
SCORE
RANGES
SLB
S
N
D
VDS
Price
11
78
35
1
0
1.26
1
Quality
24
64
36
1
0
1.52
2
Location
25
59
32
9
0
1.944
13
Brand Image
29
62
29
5
0
1.768
9
Brand choice
51
70
4
0
0
1.584
4
Availability
54
55
16
0
0
1.608
5
Shelf Agreements
32
71
22
0
0
1.56
3
Crowd management
28
77
19
1
0
1.648
6
Assistance
43
46
36
0
0
2.016
14
Customer Service
45
54
26
0
0
1.824
11
Environment
28
58
38
1
0
1.696
7
Discounts
57
48
20
0
0
1.72
8
Billing
28
63
33
1
0
1.912
12
Packing facilities
51
52
22
0
0
1.816
10
Parking
7
16
30
39
33
2.048
15
VMS-Very satisfied, S-Met, N-Neutral D-Dissatisfied, VDS "Very satisfied.
In the above table, we can infer that brand choice is the factor that is very pleased by the respondents, factors such as the following order is the availability, discounts, packaging facilities, care customer, arrangements, assistance, crowd control, branding, billing, environment, quality, location, price and parking.
Analysis of gaps between the level of expectations and satisfaction
To study linked the gap between expectations and satisfaction of t-test sample is used. To this end the following hypothesis is formulated.
Ho: There is no big difference between expectation and satisfaction with the various factors.
The above hypothesis is subjected to peer sample t-test and the results are summarized below.
Table 3 - Analysis Gap: Expectations vs. Satisfaction
Factors
T Value
P value
Meaning
Price
15.561
000
S
Quality
7.761
000
S
Location
2.988
003
S
Brand image
3.345
001
S
Brand choice
649
517
NS
Availability
1.210
229
NS
Shelf Agreements
5.182
000
S
Crowd management
3.927
000
S
Assistance
797
427
S
Customer Service
248
804
NS
Environment
5.136
000
S
Discounts
171
865
NS
Billing
1.518
131
S
Packing facilities
492
624
NS
Parking
11.654
000
S
S-significant, NS-Not significant;
The above table can be seen that there are significant differences between the level of expectations and satisfaction with respect to price, quality, location, image brand
Platform arrangements, crowd control, assistance, environment, billing and parking.
Can also be seen there is no gap between brand choices, availability,
Customer service, discounts and packaging facilities.
Graphic 1 – Expectation vs Satisfaction
Influence of demographic variables in expectation.
To understand the influence of demographic variables on the level of expectation, the chi-square test was performed on 5% significant level. Demographic variables selected are age, gender, education, occupation and income results are presented below.
H0: Age not have a significant influence on the level of expectation. The above hypothesis has been tested and the results are presented below.
Table 4 – Influence of age on the confidence factors
Factors
SSS
Age
X 2
P Value
Price
354
950
Quality
2.594
458
Location
3.313
769
Brand Image
3.851
697
Brand choice
4.088
665
Availability
5.243
155
Shelf agreements
1.167
761
Crowd Management
7.774
557
Assistance
10.236
115
Customer Service
9.933
356
Environment
15.370
018
Discounts
2.764
838
Billing
8.352
499
Packing facilities
13.306
038
Parking facilities
8.352
582
From Table above can be noted that the demographic variable age has no significant influence on the expected factors.
H0: Gender has no influence significant at the level of expectation. The above hypothesis has been tested and the results are presented below.
Table 5 – Influence of gender the confidence factors
Factors
Gender
X 2
P Value
Price
226.402
000
Quality
225.332
000
Location
225.971
000
Brand image
226.107
000
Brand choice
224.047
000
Availability
223.241
000
Shelf Agreements
225.614
000
Crowd management
225.237
000
Assistance
223.940
000
Customer Service
232.762
000
Environment
224.208
000
Discounts
226.288
000
Billing
226.606
000
Packing facilities
229.536
000
Parking
224.512
000
From the table above we can see that the demographic variable gender has an influence factors significant in all expectation.
H0: Educational Qualification has no influence significant at the level of expectation. The above hypothesis has been tested and the results are presented below.
Table 6 – Influence of qualifying Educational expectations on factors
Factors
Educational Qualification
X 2
P Value
Price
40.328
000
Quality
0.200
655
Location
38.224
000
Brand Image
43.216
000
Brand choice
62.608
000
Availability
5.832
016
Shelf Agreements
1.800
180
Crowd administration
107.032
000
Assistance
31.024
000
Customer Service
47.320
000
Environment
48.304
000
Discounts
14.800
. 000
Billing
42.008
020
Packing facilities
7.792
000
Parking
86.720
000
From the table above shows that the demographic variable educational qualification has a significant influence on the price expectations of factors, location, brand image, brand choice, crowd control, assistance and customer service, and the environment, discounts, packaging facilities and parking.
H0: The occupation has a significant influence on the level of expectation. The above hypothesis has been tested and the results are presented below.
Table 7 – Influence of the occupation in expectation factors
Factors
Occupation
X 2
Value P
Price
223.911
000
Quality
237.582
000
Location
232.485
000
Brand Image
237.168
000
Brand choice
229.844
000
Availability
232.374
000
Shelf Agreements
233.561
000
Crowd management
242.965
000
Assistance
254.669
000
Customer Service
237.965
000
Environment
250.236
000
Discounts
242.312
. 000
Billing
233.348
000
Packing facilities
242.245
000
Parking
242.148
000
From the table above we can see that the occupation demographic variable has a significant influence on all factors of expectation.
H0: Income does not have a significant influence on the level of expectation. The above hypothesis has been tested and the results are presented below.
Table 8 – Influence of the monthly rent on the expectation of factors
Factors
Monthly Income
X 2
P Value
Price
2.619
454
Quality
4.042
257
Location
8.797
185
Brand Image
2.651
851
Brand choice
1.745
942
Availability
1.290
732
Shelf Agreements
1.651
648
Crowd management
22.573
007
Assistance
5.786
448
Customer Service
6.488
690
Environment
2.428
876
Discounts
5.806
445
Turnover
8.839
452
Packing facilities
6.228
398
Parking
17.873
120
From the table above we can see that the monthly income does not influence the demographic variable significant in all expectation factors.
Influence of demographic variables on factors satisfaction.
To understand the influence of demographic variables on the level of satisfaction, the chi-square test was performed on 5% significant level of selected demographic variables age, sex, education, occupation and income results are presented below.
H0: Age has a significant influence on the level of satisfaction. This hypothesis has been tested and the results are presented below.
Table 9 – Influence of age on satisfaction factors
Factors
sss
Age
X 2
P Value
Price
4.745
0.856
Quality
3.778
0.925
Location
7.208
0.615
Brand Image
8.985
0.439
Brand choice
8.096
0.231
Availability
13.220
0.040
Shelf Agreements
5.474
0.485
Crowd management
7.428
0.593
Assistance
9.654
0.140
Attention Customer
2.935
0.817
Environment
6.799
0.658
Discounts
4.960
0.549
Billing
7.004
0.637
Packing facilities
4.546
0.603
Parking
11.314
0.502
From the table above we can see that the demographic variable age has no significant influence on the level of satisfaction.
H0: Gender has no significant influence on the factors of satisfaction. The above hypothesis has been tested and the results are presented below.
Table 10 – Influence of gender on satisfaction factors
Factors
sss
Gender
X 2
P Value
Price
227.153
000
Quality
224.524
000
Location
226.014
000
Brand image
233.537
000
Brand choice
227.390
000
Availability
228.355
000
Shelf Agreements
223.513
000
Crowd management
229.262
000
Assistance
227.303
000
Customer Service
225.804
000
Environment
225.329
000
Discounts
223.741
. 000
Billing
222.393
000
Packing facilities
224.870
000
Parking
240.827
000
From the table above we can see that the demographic variable gender has a significant influence on all the factors of satisfaction.
H0: Educational background does not have a significant influence on the factors of satisfaction. The above hypothesis has been tested and results are presented below.
Table 11 – Influence of Education qualification in the satisfaction factors
Factors
sss
Education qualification
X 2
P Value
Price
238.949
000
Quality
233.323
000
Location
232.164
000
Brand Image
248.992
000
Brand choice
224.988
000
Availability
236.773
000
Shelf Agreements
234.54
000
Crowd management
232.934
000
The assistance
233.699
000
Customer Service
240.444
000
Environment
239.449
000
Discounts
231.286
. 000
Billing
233.251
000
Packing facilities
229.861
000
Parking
236.500
000
From the table above shows that the classification of the variable Population education has an important influence on all factors of satisfaction.
H0: The occupation has a significant influence on the factors of satisfaction. The above hypothesis has been tested and the results are presented below.
Table 12 - Influence of occupation on satisfaction factors
Factors
sss
Occupation
X 2
Value P
Price
243.527
000
Quality
247.872
000
Location
237.861
000
Brand image
254.694
000
Brand choice
227.260
000
Availability
248.990
000
Shelf Agreements
234.207
000
Crowd management
243.625
000
Assistance
232.494
000
Customer Service
238.576
000
Environment
244.765
000
Discounts
230.430
. 000
Billing
241.540
000
Packing facilities
234.957
000
Parking
248.510
000
From the table above we can see that the occupation demographic variable has a significant influence on all the factors of satisfaction.
H0: Monthly income does not have a significant influence on the factors of satisfaction. The above hypothesis has been tested and the results presented are below.
Table 13 – Influence of the monthly meeting on the factors
Factors
sss
Monthly Income
X 2
P Value
Price
27.867
001
Quality
7.798
555
Location
4.999
834
Brand Image
8.387
496
Brand choice
10.054
122
Availability
2.505
868
Shelf Agreements
1.845
933
Crowd management
9.253
414
Assistance
6.443
375
Customer Service
7.987
239
Environment
6.093
731
Discounts
5.209
517
Billing
7.673
567
Packing facilities
1.768
940
Parking
4.835
963
From the table above we can see that the monthly income of the demographic variable has a significant influence on the level of satisfaction with price. In all other hypothesis is rejected.
CONCLUSION
Profile of respondents
- The majority of respondents belong to age group 31 to 40 (ie 44%), 27.2% of respondents are between age group 20-30,23.2% of respondents belong to age group over 40, and 5.6% of respondents belong to the category of younger than 20.
- The majority (63.2%) of respondents were women and 36.8% are men.
- The majority (30.4%) of respondents are home makers.27.2% of respondents are employed, 22.4% of respondents belong to the professional category, the percentage of business people is 13.6% and 6.4% students
- Majorities (56.8%) of respondents are graduates, 32.8% are postgraduates, and 8.8% of respondents are people with secondary level education.
- Most (45.6%) of respondents have an income level between Rs.10001-20000, 42.4% of respondents had income between Rs.20001-30000, 4% of respondents have a level income above Rs.30000 and 1.6% of the respondents have an income level below 10000.
Consumer Buying Behavior
- The majority (69.6%) of respondents have come to know through friends and family of Spencer, 16% through advertisements, and 13.6% through magazines and newspapers.
- The majority (47.2%) of respondents visit the store between 15 and 30 days, 35.2% of respondents between 31 to 45 days, 9.6% over 45 days and 8%, once in 15 days.
- Most respondents (47.2%) spend between Rs.1001 – 3000 35.2% of respondents spend between Rs.3001 – 4000, 9.6% of respondents spend over Rs.4000 and 8% of respondents spend less than 1000.
- Most (45.6%) of the respondents feel that the departmental store Kannan closely follows Spencer, 32% of them feel Nilgiris as the nearest competitor and 20% of them feel great bazaar at the close competitor.
- The majority (45.6%) of respondents considered that the department store Kannan closely follows Spencer, 32% Nilgiris them feel like the closest competitor and 20% of them feel great bazaar as the nearest competitor.
Level of confidence and satisfaction
- The price factor is considered very important by the interviewees, the following factors as the order is quality, conservation agreements, selection of them, availability, crowd control, the environment, discounts, brand image, packaging facilities, customer service, billing, position facilitate attendance and parking.
- brand choice is the factor that is very pleased by the respondents, followed by availability, discounts, facilities packaging, customer service, arrangements for assistance, crowd control, branding, billing, environment, quality, location, price and parking.
Satisfaction Level vs. Expectations Gap Analysis
- There is difference between the level of expectations and satisfaction with respect to price, quality, location, brand image, the provisions of the shelf, crowd control, assistance, and environment, billing and parking.
It can also be seen that there is no difference between the options of brand
availability, willingness customer and packing facilities.
Influence of demographic variables on the level of expectations
- The variables sex, educational background and occupation have a significant influence on the level of expectations and the variables age and monthly income has no influence on the level of expectation.
Influence of variables population in the level of satisfaction
- The variables sex, educational background, occupation have a significant influence on the level of satisfaction and the variables age and monthly income does not influence the level of satisfaction.
Recommendations
The recommendations given to the organization are still
- From consumer profile, it is clear that the majority of respondents belong to 31-40 and earn an income of 10001-20000; daily Spencer can develop new marketing strategies to focus on other age group and income groups of people.
- The results show that products of the majority of respondents grocery shopping, and others need to be properly positioned to attract more consumers.
- Important factors highlighted by the customers are price, quality, conservation agreements, selection of them, availability, crowd control, the environment, discounts, brand image, packaging facilities, customer service, billing, location, and parking assistance, these aspects should take priority in formulating the strategy.
- Satisfaction factors, such as parking, price, location, etc. are less satisfied or neutral by consumers, care must be taken in the improvement of the factors to retaining customers.
- It should make efforts to reduce the gap between expectations and satisfaction in the event of such factors as price, quality and location, etc. This brand image will
to halt the loss customers.
Conclusion
The retail market in India is very competitive due to the increase in the number of consumers belonging to middle class and higher income, the change in consumption patterns and the opening economy due to liberalization, privatization and globalization. In this context, the study attempts to analyze the profile and buying behavior of consumers and the factors that influence the level of expectations and level of consumer satisfaction. The results would enable the organization to develop appropriate strategies and improve market share.
Books referred:
- Kothari, CR (1990). "Research Methodology Methods and Techniques', Wishaw Publishers, second edition.
- Philip Kotler and Kevin Lane Keller (2006). "Marketing Management", Prentice Hall of India Pvt Ltd, twelfth edition
- Stephen Robbins (1996). "The behaviors of organization" Prentice Hall de Mexico SA de CV, Third Edition
- Dr. DD Sharma (2005). "Market Research", Sultan Chand & Sons, Third edition
Pages web concerns:
www.google.com
web.ebscohost.com
www.spencersretail.com
www.fibre2fashion.com
www.rpgretail.com
www.retailing.com
www.market.com
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