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 Journal of Information and Computational Science Volume 9 Issue 12 - 2019 ISSN: 1548-7741 www.joics.org 1591
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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
Journal of Information and Computational Science
Volume 9 Issue 12 - 2019
ISSN: 1548-7741
www.joics.org1591
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
Journal of Information and Computational Science
Volume 9 Issue 12 - 2019
ISSN: 1548-7741
www.joics.org1592
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