A STUDY OF IMPACT AND EFFECTS ON CONSUMERS OF ORGANIZEDRETAILING
IN INDIAMedha Kanetkar,C.P. & Berar College, Tulsibag,
Nagpur.Tel: [email protected]
retailers actually work as a retail outlet catering to varied needs
of the customers. The purchasing pattern of the customer has
changed recent days. Customer's buying behaviour is influenced by
social factors, such as the group to which the customers belong and
social status. In a group, several individuals may interact to
influence the purchase decision. Change in consumption pattern is
due to outsourcing business per capita, income of middle age,
population in big cities is rising rapidly and easier access to
credit. Retail shopping space is also growing exponentially and has
increased to 54 million square meters. The development of organized
shopping malls has literally been a revolution in India. Retailing
is one of the largest business activities in India and one of the
largest sources of employment in the country. Due to drastic change
in the behavior of the consumer, in the view of growing economy,
earning capacity, less time and fast track life the emerging
challenge for the retail in India and in Nagpur city is to maintain
the quality in competitive rate structure. Data was collected from
questionnaire filled up by the consumers visited to organized
retail shops. 400 consumers were selected by Random Sampling
Method. Introduction of organized retailing has not been able to
replace traditional markets, which are still popular among the
pocket conscious people, but has definitely added a new adventure
to the shopping experience.Keywords: Organized retailing, Consumer
Behaviour, Socio-Economic Impact, emerging challenges, consumption
pattern1. IntroductionIndia is one of the fastest growing economies
in the world and one of the largest in term of purchasing power
parity. It has been called a nation of shopkeepers since centuries.
Trading is one of the most significant sectors of the Indian
economy. The contribution of this sector in the total Gross
Domestic Product is 14 percent and near about 3 crore peoples
derive their income from this treading activities. Majority of them
are laborers involved in small retail treading activity. These
small traders now will have to face competition with organized
large departmental stores like, Walmart, Tesco, Metro, Kasino, Big
Bazar, Pyramid, Pantloon, Westside etc.With the changing
demographics across the world the organized retailing is taking
shape where people buy their daily and monthly purchases. In a way,
large area, usually lined with many products, brands with width and
depth. Organized retailers actually work as a retail outlet
catering to varied needs of the customers. The purchasing pattern
of the customer was changed recent days. Customer's buying behavior
is influence by social factors, such as the group to which the
customer belong and social status. In a group, several individual
may interact to influence the purchase decision. Up to 2002,
consumerseven in India, top cities such as Mumbai, Delhi has no
choice to purchase their daily foods and consumers good from small
scale Mom & Dad Stores. However, the shopping experience fo r
India's urban consumers is now changing completely. Because of the
outsourcing business per capita income of middle age population in
big cities is rising fast and easier access to credit are bringing
a change in consumption pattern. Retail shopping space is also
growing exponentially and has increased to 54 million square
meters.The development of organized shopping malls has literally
been a revolution in India. The opening of the Indian Economy in
the early 1990s brought a wide range of new household's appliances,
stylish apparel, and other consumer goods, along with the plenty of
media exposure. But what the Indian consumer still lacked was a
world-class shopping experience: a pleasant, open, relaxing,
air-conditioned place to compare prices, quality and styles without
other customers trying to squeeze through the shop doorway or shout
over one's head to proprietor.India is the country having the most
unorganised retail market. Traditionally it was a family's
livelihood, with their shop in the front and house at the back,
while they run the retail business. More than 99 per cent
retailer's have a space less than 500 square feet of shops. The
Indian retail sector is estimated at around 900,000 crore, of which
the organised sector accounts for a mere 2 per cent indicating a
huge potential market opportunity that is laying in the waiting for
the consumer. Purchasing power of Indian urban consumer is growing
and branded merchandise in categories like Apparels, Cosmetics,
Shoes, Watches, Beverages, Food and even jewellery, are slowly
becoming lifestyle products that are widely accepted by the urban
Indian consumer. Indian retailers need to advantage of this growth
and aiming to grow, diversify and introduce new formats have to pay
more attention to the brand building process. The emphasis here is
on retail as a brand rather than retailers selling brands. The
focus should be on branding the retail business itself. A number of
large corporate houses - Tata's, Raheja's, Piramal's, Goenka's -
have already made their foray into this arena, with beauty and
health stores, supermarkets, self-service music stores, new age
book stores, every- day- low price stores, computers and
peripherals stores, office equipment stores and home-building
constructions stores. Today the organised players have attacked
every retail category.Wal-Mart, the world's biggest retailer, was
established in 1962. Its founder Sam Walton had expanded Wal-Mart
into a chain of discount stores and all its stores were built on
the principle of attracting customers of the lower income group by
providing a variety of products under one roof at a low price. Also
the malls are providing the facilities for customers to pay the
higher amount on installment basis, and/or giving interest free
finance, credit card facility, gift hamper, free products and many
other discount facilities.2. Indian Retailing can be classified in
two sectors:1) Organised Retailing, which has developed in India in
following format.i) Shopper stop Departmental store formatii) Big
Bazaar Hyper marketiii) Food world Super marketiv) Pantaloons and
the home store Specially retailing2) Un-organised
Retailing.Retailing is subjected to the constant changes, which
increase both the risk and the influenced by many forces such as:1)
Population2) Mobility of consumer3) Increased in personal income4)
Changes in the distribution of income5) Consumer credit6)
Competitive changes7) Technological innovation8) Government
policies, etc.The essential elements for a successful retail trade
can be classified as,1) Selection of proper goods2) Perfect
knowledge about the goods3) Sales policy4) Adequate capital5)
Business location6) Education and business7) Attractive display and
advertisement8) Providing credit facility3. Methodology3.1.
Significance of the StudyRetailing is one of the largest business
activity in India and one of the largest sources of employment in
the country. According to a study by Industry Body FICCI, the total
retail trade in India was worth Rs. 11,00,000 crores in the year
2003. Of the approximately 12 millions retail shops, 96% occupy
floor space less than 500 square feet. The large number of retail
shops is in the un-organized sector, such as Grocery, Vegetable
shop etc. Only about 2% of outlet in the organized sector, such as
retail chains, departmental stores, and special stores. The boom in
India's retail industry is mainly due to the rise in shopping Malls
across the country in the past 5-6 years even as their management
has emerged as a big challenge.The Indian market comprises of three
different types of consumer such as rich consumers having
tremendous purchasing capacity, middle class consumers having
adequate purchasing power, and the bottom line consumers who posses
low purchasing power. Big retailers would not reach up to the
bottom; they would be concentrating their attention towards the
reach and middle classes. The Mall culture is affecting the small
retailers. There are the major reasons of which the challenge has
arisen for the small stores. Usually the mentality of average
people in India, have the product in a cheap rate and in addition
it should also have the quality. Such behavior of consumer has made
market much more competitive, but it has many prospects, so the big
companies like ITC, Big Bazar, Tru Mart, Chaupal, Reliance etc.
have jumped into the retail market. These companies trying to
attract the customer by providing the goods in discount rate, less
than MRP, certain gift hampers, free product on purchase etc. Due
to such methods or schemes of attracting the customer by the giant
and organized players in retail trade, the small and un- organized
shopkeeper's i.e. the sole traders are finding themselves difficult
to maintain the customer's fluency. The mode of buying the product
on credit by the customer from the sole trader has also decreased.
This happens especially with Grocery shops, small readymade cloth
stores and small other stores. As the economy in the boom condition
people do have enough money in their hand to purchase the product
in cash, or on credit cards, so they are getting attached towards
such Big Bazaar, Tru Mart.It also because such retailers are able
to maintain the quality and packed products. Due to drastic change
in the behavior of the consumer, in the view of growing economy,
earning capacity, less time and fast track life the emerging
challenge for the retail in India and in Nagpur city is to maintain
the quality in competitive rate structure.3.2. Area of the
ResearchAttempts have taken to study the view of consumers
regarding organized and un-organized retailing and their
preferences towards the consumer goods in Nagpur City. For this
research Nagpur City is considered as the area of research. It is
one of the important cities in Maharashtra, as well as in the
country. It is second capital of Maharashtra. It is located at
geographical centre of India and well connected by rail, road and
air with rest of the country and three national highways are also
passing through the city. To cater the need of increasing
importance of city, Cargo Hub, Mihan project has already started
and some IT companies have already started functioning and like
Infosys, Mahindra- Satyam have decided to launch their projects in
near future.The Mall culture was started in Nagpur city 4-5 years
back by setting up Westside and then Big Bazaar. Cooperative
consumer stores were started long back, but the culture remains
same as small retailers. More consumers are attracting towards Big
Bazaar because of its publicity, big space, marketing strategy,
display of various products and discount facilities. Displaying
various products under one roof makes the consumers convenient to
choose the product freely and can handle the products by themselves
hence the consumers are purchasing some products which are not of
their prime importance.Markets in Sitabuldi, Sadar, Central Avenue,
and GandhiBaug meet the city's shopping needs. Dharampeth and
Itwari have emerged as a popular alternative. The total area
covered by shopping mall in Sitabuldi on 10lack sq. ft. with a
hotel, recreation centre and multiplex theatres built in. Six new
shopping malls in Nagpur will come up by 2008-09 at an investment
of Rs. 1,000 crores. The Nagpur Municipal Corporation has allocated
unused land to infrastructure development companies for a
twenty-year lease of Rs. 545 crores. BSEL infrastructure Realty and
Unity Infraprojects have bagged the projects. These malls would be
located in Netaji Market and Water Works Department in Sitabuldi,
in Gokulpeth Market, Grain Market in Wardhaman Nagar, in Jaripatka
and in Pachpoli Flyover near Kamal Square. Some of the recently
built notable landmarks are MHKS Mall at Chaoni, Mangalam Marvel at
W.H.C. Road, The Tringle at Kingsway and Inland at Central
Avenue.Big Bazaar is first Mall and organized retail shop in the
city and hence we have taken into consideration for our research
project as a case study.3.3. Objectives of the Study To identify
the emerging factors which affect the buying behavior and
purchasing pattern of consumer towards retailers. To evaluate those
factors in beneficial way for organized and unorganized retail To
understand quality dimension of Big Retailers. To asses the
reliability of Big Bazaar. To study the responsive behavior of
consumer towards the Big Bazaar. To asses the retailing method and
communication skill of salesman of the Mall like Big Bazaar. To
study the direct impact of Malls on small retailers.3.4. Technique
of data collection For conducting this research program, primary
data was collected from the consumers who visited and made
purchases from Big Bazaar. Primary data was collected through
interview and questionnaire. Data related with the retail
shopkeepers was collected from the small retail shopkeepers from
Sitabuldi and Vardhaman nagar area. The secondary data have been
use to know the different statistics regarding the development of
retail marketing and big retailers. Books, journals, reports,
articles published in the newspapers are the sources of secondary
data. The secondary data was also collected from internet.3.5.
SamplingThe consumers and small retailers are the universe of the
research. It is very difficult to collect information from every
consumer, so we used the sampling method for research. Big Bazaar
has two outlets in Nagpur city (Ramdaspeth and Vardhaman nagar), so
data was collected from the consumers visited to these outlets. 400
consumers were selected by Random Sampling Method. A Questionnaire
was prepared for consumers and this was filled up by the way of
contacting the consumers and making some queries regarding their
opinion.Samples from Nagpur city was selected by Random Sampling
method. Two outlets of Big Bazaar are the places of observations.
Specific sampling method have adopted for Big Bazaar. 400 consumers
from different locality and different economic status have selected
for the study. The total data collected, after filling up the
questionnaires from 400 consumers, is analysed in this chapter. The
presentation is with tabular form and its explanation and using
graphic presentation. The graphic presentations are self
explanatory hence tables are not presented.Total 400 consumers from
metropolitan township of Nagpur were administered the preset
purposive but small questionnaire and the responses recorded are
presented here
4. Analysis of the Data
Table 1: Qualification of the consumer
EducationNo.ofRespondentPer cent
Bellow S.S.C.4210.5o
S.S.C. 13834.50
Graduate 17243.00
Post Graduate 4411.00
Other041.00
Total 400 100
Data was collected from various consumers. Table -1 contain the
data related with the qualification of the consumer. It is observed
that most of consumers are graduates, while bellow S.S.C. and Post
Graduate consumers are less. This is because most of the consumers
are from middle-income group.Figure 1: Monthly Income of
Consumer
Above chart explains the respondent from the different income
groups. It shows that most of the consumers are from lower income
group (35.5%) and middle-income group (47.5%), while consumers from
upper middle and upper income group are less. The consumers from
high-income group may not be interested to do the purchases from
Big Bazaar, but may be from other big malls. Some consumers are
visiting Big Bazaar only for window-shopping.
Table 2: Purchase of Essential GoodsEssential goodsMode of
purchaseNo. of RespondentPer cent
Oil, Sugar, Food Grain, Cosmetics, Tooth paste, Bath Soap, Hair
oil, ClothesCash20652
Credit328
Both16240
Total400100
Figure 2: Percent of Respondent Regarding PaymentNumber of
Respondent for Purchases ofEssential Goods
The consumers are purchasing their essential goods by cash, as
now a day purchases on credit basis are less. 52% consumers are
purchasing by cash as compare to the 8% on the credit. Some times
the consumers may be using both means for purchasing which may be
depending on the time of the month.Table 3 : Difference In The
Price Of Cash Purchase And Credit PurchaseDifference in priceNo. of
RespondentPercent
Yes25263
No14837
Total400100
Correlating with Table - 3 the consumers are prefer to purchase
by cash as there is a price difference in cash and credit
purchases.63% consumers experiences that there is difference in
price between cash purchase and credit purchase but 37% customers
refuses that there is any difference .
Figure 3 : Priority To The Shops For Purchasing
Total 400 respondents opinion is recorded and figure III.6 gives
the percentile. 39% Consumer's attitudes are to have purchases of
groceries from near by shops due to time constraint, but it is no
every time. Some bulk purchases are being done from wholesale
market. The consumable and durables may be purchasing along with
groceries from Big Bazaar (22%) and super markets (15%).Table 4:
Various Outlets Used By Consumers for Luxurious GoodsShopNo. of
RespondentPer Cent
Authorised Shop13433
Distributor267
Retail Seller12231
Big Bazar/ Super Bazar11829
Total400100
This is the general observation that the consumers are
purchasing luxurious goods from Authorised Shops (33%), Retail
seller (31%) or Big Bazaar (29%). Very few are approaching to
Distributors (7%).
Table 5: Purchase of Same Goods in Big Bazaar and Small
RetailerResponseNo. of
RespondentPer cent
Yes from Big Bazaar28471
No11629
Total400100
71% consumers purchase the same goods from Big Bazaar as well as
from the small retailers, but 29% customers did not purchases the
same goods from the only from small retailers.Table 6 : Customer's
Response For Low Prices
ShopsNo. of RespondentPer cent
Retail shop24060
Big Bazar16040
Total400100
Above responses from the consumers are depending on the types of
luxurious goods hence the responses are varying.Table 7 : Responses
Of Consumer's About Big Bazaar Give Better Services Than Small
Retailer
ShopsNo. of RespondentPer cent
Yes35689
No4411
Total400100
Considering the services rendered to the customers, it is found
that the Big Bazaar than retail shops gives the better services.
Above table shows that 89% respondents are satisfied with the
better services from the Big BazaarTable 8 : Comparison Of Services
Provided By Big Bazaar And Small Retailers
Consumer's responses from the above table show that the cash
discount on some items may be the reason to have purchases from Big
Bazaar; the other advantages are free home delivery (24%) and free
gifts (20%). Credit card holders prefer Big Bazaar for
shopping.Consumer's attitude towards the free gift is more than
other services, but this is not only reason to do the shopping in
Big Bazaar. In Big Bazaar consumers can handle the items freely to
check the quality and quantity, which can be done within short
time. Small retailers are not providing any such facilities, which
can be seen in above tableTable 9: Effect of advertisement of Big
Bazaar on consumers
EffectNo. of RespondentPer cent
Yes25664
No14436
Total400100
In the fast going world advertisement is a mean to attract the
consumers. This is very true from the responses mention in the
above table. 64% consumer's purchases are influences by the
advertisement but 36% consumers are not influenced by the
advertisement.
It has observed that the advertisements are influencing the
students and children to have purchases of particular brands of
goods. The cost in such cases is not a criteria but the
availability.Table 10: Reason of purchasing in Big Bazaar
ReasonsNo. of RespondentPer Cent
Goods are cheap and best quality13033
Packing is attractive6215.5
Cash discount on purchase5012.5
Benefit of different scheme9223
Handling of the goods freely6616
Total400100
In modern days consumer's behaviour is changed. Most of the
consumers give preference for shopping in Malls or Big Bazaar
because of the reasons given in the Table - III.25 Consumers give
preference to quality or branded goods is the main reason for the
purchasing in Malls. 33% consumers are attracted towards Big Bazaar
because of this reason. They also attracted that the different
schemes are always in Big Bazaar.Total 400 respondents give their
opinion about often purchases from Big Bazaar, which is shown in
figure III.6. Difference between the two responses is meagre as
most of the purchases are done at the beginning of the month.
Consumers living nearby the locality, where Big Bazaar is situated,
are taking the advantage of the different schemes introduced by Big
Bazaar. But the consumers living far away from the Big Bazaar are
visited less times. Therefore 53% consumers doing their purchases
often in big bazaar but 47% consumers are not the regular customers
of big bazaar. Reasons to do purchases and not purchases from big
Bazaar are presented in Figure- 6. 37.74% consumers often purchases
in big bazaar because the quality of goods is always good, 29.25%
customers believe in the store, 33.01% consumers feel that the
prices are reasonable in big bazaar. 41.49% consumers feel that the
quality is not always good so they has not often purchase in big
bazaar, 28.72% consumers not believe in the store, 29.79% consumers
feel that the prices are flexible.Table 11: Thing to consider while
purchasing
Thing to considerNo. of RespondentPer Cent
ISI mark on goods17243
Agmark goods369
MRP of the goods8221
Expiry date of the goods7017
Name of the company4010
Total400100
It is observed that 43% consumers purchasing their goods with
the ISI mark, this shows the consumer's awareness about the
quality. MRP and Expiry date of the goods is also an important
factor while purchasing. 10% consumers are aware about the Brand of
the goods.Table 12: Opinion of consumer about Big Bazaar
ReasonsNo. of RespondentPer Cent
Enjoyment in purchasing12832
Reasonable cost11027.5
Proper quality maintained12030
Proper quality not maintained4210.5
Total400100
The consumer's attitude to purchase from Big Bazaar is depending
on the factors given in Table 12, while only few consumers (10.5%)
are not satisfied about the quality. Malls are air conditioned so
people enjoying while purchasing and all things related with the
living available under one roof.Table 13: Steps taken by consumer
for goods/items are improper or inferior
ItemsNo. of RespondentPer Cent
Consumer Protection Act11028
Lodging complaint in Consumer Forum Cell14035
Return the goods to Mall7619
Don't know what to do7418
Total400100
Steps taken by consumers are given above. It has observed that
63 per cent consumers are aware about the consumer protection, may
in terms of Act or Forum Cell. Very few consumers do not know about
it. Some (19%) consumers are returning the goods to the malls.
Table 14: The Mode of Purchasing and its Reasons Table 14: Mode
I - Purchasing from Super or Big BazaarReasonsNo. of Respondent
Goods available in proper quantity102
Goods and Brand as per demand118
Self purchasing is convenient128
No chance for Deception140
Knowledge about availability of goods while selection120
Knowledge of difference in prices of goods of different
brand94
Others76
Total778
Variable responses are obtained from the customers. It is found
from the questioner that the customers have given the multiple
reasons for their choice as Big Bazaar. As the responses are mixed
it is impossible to draw the concrete result.Table 14: Mode II ---
Purchasing from retail shop near the house
ReasonsNo. of Respondent
Purchase of goods at any time84
No unconvinced for purchasing74
No deception64
Easy exchange of goods68
Others28
Total318
Table 14: Mode III --- Home-Delivery from Super / Big
BazaarReasonsNo. of Respondent
due to lack of time50
Convenience70
Payment by cheque or credit card also available112
Others16
Total248
The data analysis carried out shows that all-in-one stores, with
everything from groceries and vegetables to footwear, clothes,
cosmetics, furnishings and electrical items available under one
roof, a growing middle class with higher disposable incomes is
heading for the Big Bazaar in droves. For some, it is a way to
chill out on movies and food in the added comfort of a fully
air-conditioned space. "In short, it is a living room for most of
them." Introduction of organized retailing has not been able to
replace traditional markets, which are still popular among the
pocket conscious people, but has definitely added a new adventure
to the shopping experience.5. CONCLUSIONThere is no doubt the world
is changing and consumer behaviour is evolving faster than what
would have normally expected. Consumers and producers are brought
together electronically in ways we have never before experienced.
One of the most exciting aspects of the new digital world is that
consumers can interact directly with other people who live around
the block or around the people.5(a). Impact of Organized
Retailing5(a).1 Socio Economic ImpactLivelihood of millions of
small and big shopkeepers will be uprooted to setup the chain of
corporation owned retail. After farming, retailing is India's major
occupation. According to Census 2001, there were 269 lack main and
24 lack marginal workers in wholesale and retail trade. Nearly 3
crore people depends on trade. 1.1 crore in urban and 1.9 crore in
rural areas. The growth of corporate retail will take place by
destroying the self-organised small retail in India. Reliance and
Wal-Mart are presenting themselves as friends and liberators of
farmers and they refer to small traders as middleman, as if they
are not giant middleman. At least in the case of small traders,
farmers have a choice in the terms of whom to sell. Reliance and
Wal-Mart are monopolistic buyers who in due course of time will
drive down procurement prices of agriculture and manufactured
products. They claim that they are paying more to the farmers, but
the truth is that they are at present procuring from the existing
Mandis (markets) all across the nation, and not straight from the
farmers, so there is no question of paying better returns to the
farmers.Benefits of organised retailing to consumer and society can
be summarised as,1. Beautiful interiors with entertainment
facility2. Extremely pleasing ambience3. Mall offers you much more
than just shopping4. Huge gaming zone where kids can utilize the
time at the optimum5. Malls are always being constructed at prime
location and in high profile areas. The changing trend, convenience
of shopping, getting variety of items under one roof attracts and
induces people of all age group to frequently visit malls.6.
Generates employment opportunities, direct and indirect, for
thousands of people.Considering the impact of Big Bazaar on the
consumers retailers are rendering the following services;1. Keeping
the stock of the different verities of goods.2. Applying various
methods of demand creation.3. Helping in the effective distribution
of consumer goods.4. Extending credit facilities to the
consumers.5. Providing many personal services to the consumers.6.
Providing essential data and information to the manufacturers about
the trend in marketing changes in fashion, tests, etc.
7. Making available the good according to the season.8. Gives
proper advice to the customer.5(a) 2. Effects of Organized
retailing in India1. All-in-one stores. With everything from
groceries and vegetables to footwear, clothes, cosmetics,
furnishings and electrical items available under one roof, a
growing middle class with higher disposable incomes is heading for
the malls in droves.2. For some, it is a way to chill out on movies
and food in the added comfort of a fully air-conditioned space. "In
short, it is a living room for most of them."3. On festivals, the
malls can undoubtedly compete with a meal what with the
carnival-like atmosphere and no elbow room for the visitors.4. The
anchors that first pull the crowds here - and at other malls all
over the country - are as varied as they come. There are the US and
European chains such as McDonald's, Lacoste, Pizza Hut, Benetton,
Subway, Marks & Spencer and Mango. Their success has spawned
the emergence of successful Indian chains such as Pantaloon,
Globus, Shoppers Stop, Giant, Lifestyle and Big Bazaar. Stores
named after popular branded merchandise also act as effective
anchors5. Introduction of organized retailing has not been able to
replace traditional markets, which are still popular among the
pocket conscious people, but has definitely added a new adventure
to the shopping experience.6. LIMITATIONS OF THE STUDYThe consumers
are the universe of the research. It is very difficult to collect
information from every consumer, so we used the sampling method for
research. Big Bazaar has two outlet in Nagpur city (Ramdaspeth and
Vardhamannagar ) so data was collected from the consumers visited
to these outlet. 400 consumers were selected by Random Sampling
Method. A Questionnaire was prepared for consumers and this was
filled up by the way of contacting the consumers and making some
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