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Organized Retailing: Perception of Male Students of
Colleges and Universities
Dr. D B Singh, Director, RSMT, U P College Campus, Varanasi
1.0 Retailing: An Introduction
Retailing is the product or service distribution process, which entails the merchandise selling
activities directly to end consumer. Thus retailing involves all the activities from the point of
purchase to point of use. Retailing, is essentially selling of merchandise / services to the
customers / consumers. In other words it is the selling of goods / services to comparatively
larger number of customers. However in retailing, the transfer of value must take place between
the concerned parties. Thus the retail may be considered as selling of goods / services to end
users, not for reselling, but for the use and consumption by the end user / consumer / customer.
Retailers may be considered as the last value point in the value chain that starts at the
manufacturer and ends at customers. Retailing is a specialized activity in a sense that it requires
special skills / resources to have proper interaction with the end customers. It allows the
manufacturers to concentrate on manufacturing the products or producing the services without
bothering on the tedious efforts to be invested on to interact with the consumers. The retailers
therefore would have to purchase the goods and services for the use of consumers. This is the
reason that retailers employ sales people and retailing happens to be very important activity of
marketing. Retailers display about the features of the goods / service its price and quantity etc.
2.0 Organized and Unorganized Retailing
The retailing can be divided into two groups:
1) Organized Retailing
2) Non-organized Retailing
Organized retailing for the purpose of present study refers to selling / commercial activities of a
retailer, who is registered for corporate tax, GST and income tax, etc. Such retailers may include
the company owned retail outlets and retail chains. Unorganized retailing, for the purpose of
present study, is considered as the traditional shops in the marketplace, such as, kirana shops,
general stores, beetle shops and pavement vendors etc. It is an astonishing fact that despite of
huge population and a growing middle class segment, huge market share to the tune of 97% is
owned by non-organized retailers or Kirana Shops. As a consequence organized retail segment’s
share is therefore miniscule and can be said to have a mere 3% market share. In India the retail
sector is the second most employment provider after Agriculture. Therefore Indian retail sector
has got tremendous opportunities both for the job seekers and the business units. With the Indian
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economy taking positive strides specially post 1990 and conducive to the FDIs we may expect
more investment in this sector. The key players in the organized retail have responded positively
to it and have invested in the retail segment. Now the organized retailers are taking good amount
of risks and are moving to smaller towns even to open organized retail outlets. Around a decade
ago such organized retailing was seen in metro cities and state capitals. But now the towns like
Varanasi, Bhadohi, Jaunpur , Faizabad and Sultanpur are witnessing the retail outlets. It was this
background that we thought to conduct a market suvey to fathom the mood of the consumers /
customers on a variety of issues pertaining to organized retailing.
3.0 Research Design
The present endeavor is an exploratory research which attempts to assess and examine the
customers’ perception about organized and non-organized retailing. The study also aims at
searching for some solutions so as to improve the present situation of organized retailing and
provide a guideline to industry for better functioning. This research design contains answers to
the following questions:
What the study is about and the types of data that are needed?
Why the study is being made?
Where the needed data can be found?
In what areas the study will be carried out?
When or what periods of time the study will conclude?
How much material will be needed?
What bases of selection will be used?
What techniques data collection will be adopted?
We would now try to describe the research design on the above-mentioned steps.
What the study is about and the types of data that are needed?
The study attempts to find out customer perception about the organized and non-organized
retailing in Varanasi. We have included only Male students in this survey. Because of resource
constraints, we have included only following retail outlets.
1. Jalans
2. Big Bazar
3. Vishal Mega Mart
4. V- Mart
5. Spencer’s
6. Sunrise Food and Shoppe
Why the study is being made?
As mentioned in earlier paragraphs, there is tremendous potential of organized retailing in a huge
country like India. India a big market and therefore it may attract many global companies in the
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retail sector as well. Given the fact that organized retailing consists of on 3% market share, there
is tremendous potential in this sector. The main objective of this survey based study is to
examine the perception of the consumers towards retail industry in general and organized
retailing in particular. We have conducted in Varanasi so that we can understand the consumer
behavior of the residents of Varanasi towards organized retailing. It is expected that the study
would open new vistas of information to be used in furtherance of research on the issues. It
would also discover new facts, which can be of great help to explore the microscopic research at
later stage.
Where the needed data can be found?
The data is gathered by means of a structured questionnaire. Keeping in mind the poor response
of respondents for mailed questionnaire, the respondents have been reasonably interviewed on
the questions mentioned in the questionnaire. This has helped significantly in recording the
responses. However the responses have been taken from the respondents in open environment.
There have been open ended and close ended questions in the questionnaire.
In what areas the study will be carried out?
As already mentioned the study has been conducted in Varanasi. Varanasi is also known as
Benares or Banaras or Kashi. It is considered to be the ancient city of the world and has a
spread from the banks of holy river Ganga to river Varuna. It is some 280 km away from
Lucknow, the capital of Uttar Pradesh. Varanasi is considered to be the most sacred religious
place by Hindus and world famous Sri Kashi Viswanath Temple is there. Varanasi is located
along NH 2 and there is very good connectivity through Roadways, Railways and Airways.
When or what periods of time the study will conclude?
The research work is based on analysis of the views and attitudes of the respondents. We have
collected the data as per questionnaire. We have devoted ample time to collect the data.
Approximately one month time was spent in the data collection.
How much material will be needed?
We have contacted 41 college / university males students in Varanasi. The respondents were
taken from various segments. The various segments that we considered are Education, Gender,
Age Group, Occupation, and Income (in Rs.)
What bases of selection will be used?
We want to use simple random sampling as the population under study is homogeneous to some
extent. We are using simple random sampling so that we may use normal statistic or z variate
without any difficulty.
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What techniques data collection will be adopted?
The data has been gathered by following methods
a. Secondary Sources
b. Questionnaire
For the sake of present research study, we have made concerted efforts to make data collection
process quite structured. The questions prescribed in the questionnaire are structured and have
been put in sequential manner so that specific answers to specific questions could be had. This
helps in the further mathematical and subjective analysis of questionnaire. Further in the data
collection method both methods viz. Interview and the Questionnaire have been used so that the
further discussions, if any could also take place.
4.0 Hypotheses
The various hypotheses which have been tested under the study are mentioned below. The
specific questions in different questionnaires addressing to each hypothesis are also mentioned.
Null Hypothesis H01
Organized retailers have larger inventories of groceries than small grocery shops
Alternative Hypothesis H11
Organized retailers don’t have larger inventories of groceries than small grocery shops
Null Hypothesis H02
Organized retailers have huge space and they are not crowded
Alternative Hypothesis H12
Organized retailers don’t have huge space and they are crowded
Null Hypothesis H03
Customers visit organized retailer whenever they need some enjoyment.
Alternative Hypothesis H13
Customers don’t visit organized retailer for the enjoyment.
Null Hypothesis H04
Customers visit only one organized retailer or bazaar.
Alternative Hypothesis H14
Customers visit more than one organized retailer or bazaar
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Null Hypothesis H05
Customers visit the organized retailer because it works ethically about products/services.
Alternative Hypothesis H15
Customers consider the organized retailer as unethical about their products/services.
Null Hypothesis H06
Customers visit the organized retailer because of the freshness of grocery
Alternative Hypothesis H16
Customers don’t visit the organized retailer because the grocery items are not fresh
Null Hypothesis H07
Customers visit organized retailer for the time pass.
Alternative Hypothesis H17
Customers don’t visit organized retailer for the time pass.
Null Hypothesis H08
Customers visit the particular organized retailer because it gives discounts on MRP.
Alternative Hypothesis H18
Customers don’t visit the particular organized retailer for the discounts on MRP
Null Hypothesis H09
Customers visit organized retailer because their prices are economical and affordable
Alternative Hypothesis H19
Customers visit organized retailer because their prices are economical and affordable
Null Hypothesis H10
Customers visit the organized retailer because of new price offers / discounts offered
Alternative Hypothesis H20
Customers don’t visit the organized retailer because of new price offers / discounts offered
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5.0 Data Compilation and Appropriation
The facts and figures collected are processed with a view to reducing them to manageable
proportions so that a meaningful analysis can be done. A careful and systematic processing of the
data collected will be ready for statistical analysis.
5.0.1 Which organized retailers the Male students prefer for shopping?
This was the pointed question that was asked the respondents.
5.0.2 Which Organized retailer Male Students Prefer?
Big Bazar47%
Jalans19%
Vishal Mega Mart16%
V Mart7%
Spencer's7%
Sunrise Foods and
Shoppe2%
Others2%
Customers' Preference
Big Bazar JalansVishal Mega
MartV - Mart Spencer
SunriseFood andShoppe
Others (Shopper’s Stop, UCB, Pantaloon,
Kambal Ghar)
Male Students 17 10 9 5 5 2 7
17
109
5 5
2
7
0
2
4
6
8
10
12
14
16
18
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5.0.3 Whether organized retailers have larger inventories of Groceries than smaller
Grocery Shops?
The Male students were asked, whether they have found larger inventories in comparison to
smaller grocery shops? Their responses in Yes or No have been classified as below:
Sl.
No.
Attribute Responses
Yes No
1. Organized retailers have larger inventories of groceries than smaller
grocery shops
24 17
5.0.4 Whether organized retailers have huge space and they are not crowded?
The Male students were asked whether the organized retail house they visited was crowded or
not:
Sl. No. Attribute Response
Yes No
1. Organized retail house was crowded 29 12
0
5
10
15
20
2524
17
Yes No
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5.0.5 Whether customers visit the organized retail outlets for leisure?
The Male students were asked whether they visited the organized retail outlets for fun seeking or
leisure. Their responses were registered as below:
Sl.
No.
Attribute Response
Yes No
1. Whether customers visit the organized retail outlets for leisure 24 17
5.0.6 Organized retailers work ethically
The respondents are asked about the ethical practices adopted by the retailers. They responded in
the following manner:
Sl. No. Attribute Response
Yes No
1. Organized retailers work ethically 32 9
0
5
10
15
20
25
3029
12 Yes
No
0
5
10
15
20
25
Whether customers visit theorganized retail outlets for leisure
24
17
Yes No
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5.0.7 Whether customers visit only one organized retailer or bazaar?
This is directly linked with the customers’ loyalty towards a single retail outlet. Here the Male
students were asked whether they had visited single outlet or multiple outlets. The responses
were found as below:
Sl.
No.
Attribute Response
Yes No
1. Whether customers visit only one organized retailer? 21 20
5.0.8 Customers visit the organized retail outlets because of the freshness of the grocery
items
The Male students were asked if they found the grocery items at the organized retail outlets to be
fresh? Their responses were registered as below:
Sl. No. Attribute Response
Yes No
1. Organized retail outlets have fresh grocery items 29 12
0
5
10
15
20
25
30
35
Organized retailers work ethically
32
9Yes No
19.4
19.6
19.8
20
20.2
20.4
20.6
20.8
21
Whether customers visit onlyone organized retailer?
21
20Yes No
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5.0.9 Customers visit the organized retail outlets for time pass
The response of the Male students in respect of above question is given below:
Sl. No. Attribute Response
Yes No
1. Customers visit the organized retail outlets for leisure 22 19
5.0.10 Customers visit the organized retailers give more discounts on MRP
This question was asked, keeping in mind the price sensitivity among the customers. Their
responses in affirmation or negation are registered as below:
Sl. No. Attribute Response
Yes No
1. Customers visit the organized retailers give more discounts on MRP 24 17
0
5
10
15
20
25
30
Organized retail outlets have fresh grocery items
29
12Yes No
17
18
19
20
21
22
Customers visit the organized retail outlets for leisure
22
19 Yes No
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5.0.11 The prices charged by the organized retailers are affordable and economical
The Male students were asked whether the prices charged by the organized retailers were
affordable. They responded as below:
Sl.
No.
Attribute Response
Yes No
1. The prices charged by the organized retailers are affordable and
economical
31 10
0
5
10
15
20
25
Customers visit the organized retailers give more discounts onMRP
24
17
Yes No
0
5
10
15
20
25
30
35
The prices charged by the organizedretailers are affordable and economical
31
10Yes No
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5.0.12 The customers visit organized retail outlets because of new offers
The responses in reference to above question are registered as below:
Sl. No. Attribute Response
Yes No
1. The customers visit organized retail outlets
because of new offers
28 13
5.0.13 The customers visit organized retail outlets because of festive offers
The responses in reference to above question are registered as below:
Sl. No. Attribute Response
Yes No
1. Customers visit organized retail outlets because of festive offers 33 8
0
51015202530
The customers visitorganized retail
outlets because ofnew offers
28
13
Yes No
0
10
20
30
40
Customers visit organized retailoutlets because of festive offers
33
8 Yes No
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6.0 Data Analysis
HYPOTHESIS 1: Organized retailers have larger inventories of groceries
This hypothesis is to be tested against the alternative hypothesis that the organized retailers do
not have larger inventories in comparison to smaller grocery shops. We are using Z variable
(Standard Normal Variate) as test Statistic. We are using 50% as cutoff value. Suppose N
represents the proportion of the respondents saying that they have faced problems in terms of
product features. Therefore we want to test:
H01 : N0.5, Against Alternative hypothesis H11 : N< 0.5
No. of respondents mentioning that the organized retailers have larger inventories = 24
No. of respondents admitting that organized retailers do not have larger inventories = 17
Total No. of respondents = 41
Fraction of the respondents saying that organized retailers have huge inventories = 24/41
= 0.5854
Fraction of the respondents saying that organized retailers don’t have huge inventories= 17/41
= 0.4146
Zcal = (0.5854 - 0.5) (41/ 0.5X 0.5)
= 0.0854 41/ 0.25
= 12.81 X 0.0854
= 1.094 (App)
Ztab at 10% level of significance is 1.645
Ztab at 5% level of significance is 1.96
Comments: Both the above values are more than the calculated value therefore the null
hypothesis in this case may be rejected. Therefore we can infer that the organized retailers don’t
have larger inventories in comparison to smaller grocery shops. The difference, if any, among
the samples is insignificant and it can be attributed to sampling error only.
HYPOTHESIS 2: Organized retailers have huge space and they are not crowded
Suppose N represents the proportion of the respondents saying that they believe that organized
retailers have huge space and are not over crowded. Therefore we want to test:
H02 : N0.5
Against
Alternative hypothesis H12 : N< 0.5
No. of respondents mentioning that the organized retailers have huge space = 29
No. of respondents admitting that organized retailers do not have huge space = 12
Total No. of respondents = 41
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Fraction of the respondents admitting that organized retail outlets are crowded = 29/41
= 0.707
Fraction of the respondents saying that organized retail outlets are not crowded = 12/41
= 0.293
Zcal = (0.707 - 0.5) (41/ 0.5X 0.5)
= 0.207 41/ 0.25
= 12.81 X 0.207
= 2.652 (App)
Ztab at 10% level of significance is 1.645
Ztab at 5% level of significance is 1.96
Comments: Both the tabulated values are less than the calculated value therefore the null
hypothesis in this case may be accepted. Therefore we can infer that the organized retailers have
huge space. The differences, among the samples are significant and it cannot be attributed to
sampling errors only.
HYPOTHESIS 3: Customers visit the organized retail outlets for enjoyment
Suppose N represents the proportion of the respondents saying that they visit organized retailers
for enjoyment Therefore we want to test:
H03 : N0.5 Against Alternative hypothesis H13 : N< 0.5
No. of respondents mentioning that they visit organized retailers for enjoyment = 24
No. of respondents admitting that they don’t visit organized retailers for enjoyment = 17
Total No. of respondents = 41
Fraction of respondents stating that they visit organized retail outlets for enjoyment= 24/41
= 0.5854
Fraction of respondents saying that they don’t visit for enjoyment = 17/41
= 0.4146
Zcal = (0.5854 - 0.5) (41/ 0.5X 0.5)
= 0.0854 41/ 0.25
= 12.81 X 0.0854
= 1.094 (App)
Ztab at 10% level of significance is 1.645
Ztab at 5% level of significance is 1.96
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Comments: Both the tabulated values are more than the calculated value therefore the null
hypothesis in this case may be rejected. Therefore we can infer that the customers don’t visit the
organized retail outlets for enjoyment. The difference, if any, among the samples are
insignificant and it can be attributed to sampling errors only.
HYPOTHESIS 4: Customers visit only one outlet or Bazaar
Suppose N represents the proportion of the respondents saying that they visit only one Bazaar.
Therefore we want to test:
H04 : N0.5
Against
Alternative hypothesis H14 : N< 0.5
No. of respondents mentioning that they visit only one outlet / Bazaar = 21
No. of respondents admitting that they don’t visit only one outlet / Bazaar = 20
Total No. of respondents = 41
Fraction of respondents stating that they visit only one outlet or Bazaar = 21/41
= 0.5122
Fraction of respondents saying that they don’t visit only one outlet/ bazaar = 20/41
= 0.4878
Zcal = (0.5122 - 0.5) (41/ 0.5 X 0.5)
= 0.0122 41/ 0.25
= 12.81 X 0.0122
= 0.1563 (App)
Ztab at 10% level of significance is 1.645
Ztab at 5% level of significance is 1.96
Comments: Both the tabulated values are more than the calculated value therefore the null
hypothesis in this case may be rejected. Therefore we can infer that the customers don’t visit
only one retail outlet or Bazaar. The difference, if any, among the samples are insignificant and it
can be attributed to sampling errors only.
HYPOTHESIS 5: Organized retailers work ethically about products / services
Suppose N represents the proportion of the respondents saying that organized retailers work
ethically about products / services. Therefore we want to test:
H05 : N0.5 Against Alternative hypothesis H15 : N< 0.5
No. of respondents mentioning that organized retailers work ethically = 32
No. of respondents admitting that organized retailers don’t work ethically = 9
Total No. of respondents = 41
Fraction of respondents stating that organized retailers work ethically = 32/41
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= 0.780
Fraction of respondents saying that organized retailers don’t work ethically = 9/41
= 0.220
Zcal = (0.78 - 0.5) (41/ 0.5 X 0.5)
= 0.28 X 41/ 0.25
= 12.81 X 0.28
= 3.5868
Ztab at 10% level of significance is 1.645
Ztab at 5% level of significance is 1.96
Comments: Both the tabulated values are less than the calculated value therefore the null
hypothesis in this case may be accepted. Therefore we can infer that the organized retailers work
ethically on their products or services. The difference, among the samples is significant and it
cannot be attributed to sampling errors.
HYPOTHESIS 6: Organized retailers provide fresh grocery products
Suppose N represents the proportion of the respondents saying that they visit the organized
retailers because they provide fresh grocery products. Therefore we want to test:
H06 : N0.5
Against
Alternative hypothesis H16 : N< 0.5
No. of respondents mentioning that organized retailers provide fresh grocery products = 29
No. of respondents saying that organized retailers don’t provide fresh grocery products = 12
Total No. of respondents = 41
Fraction of respondents stating that organized retailers work ethically = 29/41
= 0.71
Fraction of respondents saying that organized retailers don’t work ethically = 12/41
= 0.29
Zcal = (0.71 - 0.5) (41/ 0.5 X 0.5)
= 0.21 41/ 0.25
= 12.81 X 0.21
= 2.690 App)
Ztab at 10% level of significance is 1.645
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Ztab at 5% level of significance is 1.96
Comments: Both the tabulated values are less than the calculated value therefore the null
hypothesis in this case may be accepted. Therefore we can infer that the organized retailers
provide fresh grocery products. The difference, among the samples is significant and it cannot be
attributed to sampling errors.
HYPOTHESIS 7: Customers visit organized retail outlets for the time pass
Suppose N represents the proportion of the respondents saying that they visit organized retail
outlets for the time pass. Therefore we want to test:
H07 : N0.5 Against Alternative hypothesis H17 : N< 0.5
No. of respondents mentioning that they visit organized retail outlets for time pass = 22
No. of respondents saying that they don’t visit organized retail outlets for time pass = 19
Total No. of respondents = 41
Fraction of respondents stating that customers visit for time pass = 22/41
= 0.5365
Fraction of respondents saying that they don’t visit for time pass = 19/41
= 0.4635
Zcal = (0.5365 – 0.5) (41/ 0.5 X 0.5)
= 0.0365 41/ 0.25
= 12.81 X 0.0365
= 0.4676 (App)
Ztab at 10% level of significance is 1.645
Ztab at 5% level of significance is 1.96
Comments: Both the tabulated values are more than the calculated value therefore the null
hypothesis in this case may be rejected. Therefore we can infer that the customers don’t visit
organized retailers for time pass. The difference, among the samples is insignificant and it can be
attributed to sampling errors only.
HYPOTHESIS 8: Customers visit the particular organized retailer because it
gives discounts on MRP
Suppose N represents the proportion of the respondents saying that they visit organized retailer
because it gives discounts on MRP. Therefore we want to test:
H08 : N0.5
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Against
Alternative hypothesis H18 : N< 0.5
No. of respondents saying that organized retail outlets gives discount on MRP = 24
No. of respondents saying that organized retailers don’t give discounts on MRP = 17
Total No. of respondents = 41
Fraction of respondents stating that organized retailers provide discount on MRP = 24/41
= 0.59
Fraction of respondents saying that organized retailers don’t give discount on MRP= 17/41
= 0.41
Zcal = (0.59 – 0.5) (41/ 0.5 X 0.5)
= 0.09 X 41/ 0.25
= 12.81 X 0.09
= 1.153 (App)
Ztab at 10% level of significance is 1.645
Ztab at 5% level of significance is 1.96
Comments: Both the tabulated values are more than the calculated value therefore the null
hypothesis in this case may be rejected. Therefore we can infer that the customers don’t visit
organized retailers because of the discounts being offered on MRP. The difference, among the
samples is insignificant and it can be attributed to sampling errors only.
HYPOTHESIS 9: Customers visit organized retailer because their prices are
economical and affordable
Suppose N represents the proportion of the respondents saying that they visit the organized
retailers because they believe that prices charged by organized retailer’s are economical and
affordable. Therefore we want to test:
H09 : N0.5
Against
Alternative hypothesis H19 : N< 0.5
No. of respondents saying that prices charged by organized retailers are economical = 31
No. of respondents saying that prices charged by organized retailers are not economical = 10
Total No. of respondents = 41
Fraction of respondents saying that organized retailers charge economical prices = 31/41
= 0.76
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Fraction of respondents saying that organized retailers don’t charge economical prices= 10/41
= 0.24
Zcal = (0.76 – 0.5) (41/ 0.5X 0.5)
= 0.26 41/ 0.25
= 12.81 X 0.26
= 3.33 (App)
Ztab at 10% level of significance is 1.645
Ztab at 5% level of significance is 1.96
Comments: Both the tabulated values are less than the calculated value therefore the null
hypothesis in this case may be accepted. Therefore we can infer that the customers visit
organized retailers because they believe that organized retailers charge affordable and
economical prices on their products and services. The difference, among the samples is
significant and it cannot be attributed to sampling errors.
HYPOTHESIS 10: Customers visit the organized retailer because of new price offers /
special discounts offered
Suppose N represents the proportion of the respondents saying that they visit the organized
retailers because they get new price offers and special discounts. Therefore we want to test:
H10 : N0.5
Against
Alternative hypothesis H20 : N< 0.5
No. of respondents saying that organized retailers give new offers / festive discounts = 33
No. of respondents saying that organized retailers don’t give new offers/ festive discounts = 8
Total No. of respondents = 41
Fraction of respondents stating that organized retailers give new offers / discounts = 33/41
= 0.80
Fraction of respondents saying that organized retailers don’t give new offers = 8/41
= 0.20
Zcal = (0.8 – 0.5) (41/ 0.5 X 0.5)
= 0.3 X 41/ 0.25
= 12.81 X 0.3
= 3.843
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Ztab at 10% level of significance is 1.645
Ztab at 5% level of significance is 1.96
Comments: Both the tabulated values are less than the calculated value therefore the null
hypothesis in this case may be accepted. Therefore we can infer that the customers visit
organized retailers because they get new offers and festive discounts. The difference, among the
samples is significant and it cannot be attributed to sampling errors.
7.0 Findings
On the basis of data collected and further analysis of it, we may infer the following. We have
used Z test statistic for analyzing the data and drawing inference of it:
1. Big Bazar happens to be the market leader (47% Share) in Varanasi followed by
Jalans (19%) and Vishal Mega Mart (16%). Pie Chart and Bar Charts clearly show that.
2. The organized retailers don’t have larger inventories in comparison to smaller
grocery shops. However, 58% respondents have stated that the organized retailers have
larger inventories of displayed items and 42% negated this. Z test has not confirmed this
view of the respondents and attributed this difference to sampling errors.
3. The organized retailers have huge space. 70% respondents have stated that the
organized retailers have huge inventories of displayed items and 30% negated this. Z test
has confirmed it and as such this can be inferred that organized retailers have huge space.
4. The customers don’t visit the organized retail outlets for enjoyment. 58%
respondents have admitted that they have visited the retail outlets for enjoyment also.
However 42% have responded contrary to it. Z test has confirmed that they don’t visit for
enjoyment.
5. The customers don’t visit only one retail outlet or Bazaar. 51% respondents have
stated that they visit only one organized retail outlet and 49% responded otherwise. Z
Test confirmed that the customers don’t visit only one or single organized retail out let.
6. The organized retailers work ethically on their products or services. 78% of the
responded favorably and said that the organized retailers work ethically on the products
and services offered. However 22% said that the organized retailers don’t work ethically
on the products and services offered by them. Z test has confirmed that the organized
retailers work ethically.
7. The organized retailers provide fresh grocery products. 71% respondents maintained
that the organized retailers provide fresh grocery. However 29% of the respondents have
stated otherwise. The Z Test has confirmed that the organized retailers provide fresh
groceries.
8. The customers don’t visit organized retailers for time pass. Approximately 54% of
the respondents said that they visited retail outlets for time pass. Around 46% have said
that they did not visit for time pass. The Z test has also confirmed that the customers
don’t visit the organized retail outlets for time pass.
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9. The customers don’t visit organized retailers because of discounts on MRP only.
Approximately 58% of the responded that they visited retail outlets because they get
discounts on MRP. However 42% responded contrary to it. The Z test has confirmed that
the customers do not visit the organized retail outlets only for the discounts that are
provided on MRP.
10. The customers visit organized retailers because they believe that organized retailers
charge affordable and economical prices on their products and services. 76%
respondents have admitted that they visited organized retail outlets because they felt that
the organized retail outlets sell products at affordable and economical prices. Only 24%
believed contrary to it. The Z test has also confirmed it.
11. The customers visit organized retailers because they get new offers and festive
discounts. 80% respondents have admitted that they get new offers and special discounts
especially at the time of festivals. However only 20% believed otherwise. The Z test has
also confirmed it.
8.0 Limitations
1. The main limitation of this report is that the findings cannot be applied in general. It has
been conducted on a small sample of 51 Male students of University / College.
2. Another limitation in the study is, it was conducted in the small part of the Varanasi city.
Due to time and cost factors we could not extend our survey to other parts of the city.
3. The questionnaire has been very structured and is stuffed with many close-ended options.
This may have resulted in some confusion for the respondents. At the time of data
analysis it is found that the respondents have not expressed their views, rather they have
preferred to choose one of the options provided in the question.
4. Since almost all respondents surveyed are college / university going students, the findings
on the basis of their responses may not be give true picture of entire city.
9. Recommendations for Further Study
It is suggested that the present study:
1. Can be extended to other areas of the city and may incorporate other factor as well. It
may also include other organized retailers as well.
2. The survey can also include other segments such as: Male students of College /
University, Housewives, Professionals etc.
3. This study may also be conducted in other towns / cities
10. Conclusion
This study was conducted among the college / university Male students. These PG students
expressed their opinion in a free and fair manner. We tried to eliminate sampling and non-
sampling errors. Nonetheless, some degree of error may creep in. We have applied Z test of the
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ISSN: 1548-7741
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proportions on the sample outcomes. The present study shall be extended to other segment as
well. However the findings are indicative and they show a direction. This study does not claim to
be free from all biases including the respondent errors.
References
1. Bajaj, Chetan, Srivastava, Nidhi and Tuli, Rajnish 2008. Retail Management 1st
Edition, Oxford Univ. Press, New Delhi
2. Berman, Barry, Evan Joel and Mathur, Mini 2013. Retail Management 11th Edition
Pearson Prentice Hall New Delhi
3. Johri, Shubha, and Oswal, Aayushi. 2019. "Retail Shoppers’ Buying Behaviour and
Experience Evaluation" Jaipuria Intl. Journal of Management Research, Jan – June
2019, Vol. 5, Issue 1. Pp 47-57.
4. Newman, Andrew J and Cullen, Peter 2009. Retailing Environment and Operations 6th
Indian Reprint Cengage Learning India Private Limited
5. Panchratnam, N and Gnanguru, R. 2008. Emerging Trends in Retail Management 1st
Edition, Excel Books, New Delhi
6. Pradhan, Swapna. 2012. Retailing Management, 4th Edition, Tata McGraw Hill
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7. Pradhan, Swapna 2007. Retail Management 2nd Edition Tata McGraw Hill Education
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8. Sheikh, Arif and Fatima, Kaneez. 2009. Retail Management 2nd Edition Himalaya
Publishing House.
9. Singh, Kuldeep 2011. Retail Management in New Dimension 1st Edition Global Vision
Publishing House, New Delhi.
10. Sinha, Piyush Kumar and Uniyal, Dwarka Prasad 2008. Managing Retailing 1st
Edition, Oxford Univ. Press, New Delhi
Journal of Information and Computational Science
Volume 9 Issue 12 - 2019
ISSN: 1548-7741
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