199 SUMMERY, CONCLUSIONS AND SUGGESTIONS: CHAPTER SUMMERY: The chapter wise summery has given in brief in following. Chapter I emphasizes the introductory part of the consumption pattern. It explains the concept of consumption and the theories of consumption pattern. It involves the theoretical development of utility and obviously consumption from Adam Smith to Houthekkar. It also elaborates the theoretical approaches to marketing which gives the idea about the product approach to classical approach and so on. It also explains the methodology adopted for the study. Chapter II has taken review of literature regarding consumption pattern, perception of customers of organized retail outlets. It reveals that there is not single study found on city level consumption pattern in Marathwada. There is considerable gap in review of literature and the selected topic for the study. It also elaborates the historical development in retailing and the various forms of organized retail outlets. The Indian organized retail market has in booming condition, even though it has only 5 percent share in total retail trade. It is very low compare to other countries. Segment wise expenditure has changed; clothing and fashionable commodities are preferred by the customers according to resent data. There are very few mall establishments in Aurangabad city compare to Pune and Mumbai. Chapter III gives a brief outlook of Aurangabad city. The demographical introduction has considered with the interpolation of ten year population of the city and the potential buyers of the city. It also discussed about the major players of the organized retailing in
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199
SUMMERY, CONCLUSIONS AND SUGGESTIONS:
CHAPTER SUMMERY:
The chapter wise summery has given in brief in following.
Chapter I emphasizes the introductory part of the consumption
pattern. It explains the concept of consumption and the theories of
consumption pattern. It involves the theoretical development of utility
and obviously consumption from Adam Smith to Houthekkar. It also
elaborates the theoretical approaches to marketing which gives the idea
about the product approach to classical approach and so on. It also
explains the methodology adopted for the study.
Chapter II has taken review of literature regarding consumption
pattern, perception of customers of organized retail outlets. It reveals
that there is not single study found on city level consumption pattern in
Marathwada. There is considerable gap in review of literature and the
selected topic for the study. It also elaborates the historical development
in retailing and the various forms of organized retail outlets. The Indian
organized retail market has in booming condition, even though it has
only 5 percent share in total retail trade. It is very low compare to other
countries. Segment wise expenditure has changed; clothing and
fashionable commodities are preferred by the customers according to
resent data. There are very few mall establishments in Aurangabad city
compare to Pune and Mumbai.
Chapter III gives a brief outlook of Aurangabad city. The
demographical introduction has considered with the interpolation of ten
year population of the city and the potential buyers of the city. It also
discussed about the major players of the organized retailing in
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Aurangabad city with detailed profile, organizational setup, and
functional in order to offering (price, value, discount) setup and
management setup. Near about Same kind of organizational setup has
used by all outlets, and offer system also in same manner but not equal
all over. Logistic (supply of commodities from company) is different.
Some used central logistic method and some used mix; central as well
as domestic method.
Chapter IV stressed out the demographical profile of the
customers of organized as well as unorganized retail customer in first
part. It also deals with the preference of the customers’ and the
relationship between the customers and organized retailers. The second
part has analyzed expenditure of customers of organized retail outlets
on commodity basket. The average consumption expenditure has
calculated in this part. Most important part is analyzed in this chapter
i.e. fitting Engel curve theory for estimating the MPC for the customers
of organized and unorganized retail outlet customers. The elasicities
have calculated for ten commodity groups and total of 20commodities
have regressed for fitting Engels theory by the method adopted by
Tiwari and Pujari. Finally, this chapter analyzed saving ratio
(expenditure ratio) for mentioned commodities.
Chapter V is the last chapter which gives the summery of the all
five chapters and deals with the findings, conclusions and suggestions.
201
FINDINGS & CONCLUSIONS:
Following are some major conclusions regarding the
consumption pattern of the customers of organized retail outlet
particularly and unorganized retail outlets in general.
1) The marginal propensity to consume (MPC) reveals that out of
total consumption, 6.5 percent amount of total consumption expenditure
spends on cereals. 7.5 percent spend on milk and milk product
cumulatively, 13 percent on fruit and vegetables and 4.8 percent on
other food commodities and only 1.7 percent oils. Means for total food
item the customers of organized retail outlets are spend 33.5 Percent of
their total expenditure.
2) Remaining 66.5 percent of expenditure has spent on non-food
items. The bifurcation of this is; expenditure on sundry items and
durables is 50.1 percent and 16.4 percent on clothing, footwear and
toilet articles.
3) For the organized retail outlet customer, the elasticities of
commodities consumed by them have been calculated and the results
are classified in to three categories 1) necessary commodities 2) semi
luxurious commodities and 3) luxurious commodities. It has been
observed that commodities like cereals, pulses, oils, sugar, salt &
spices, coffee & tea are the necessary goods. Semi – luxury goods are
the milk, vegetable &fruits, toilet articles, clothing & bedding and
footwear, sundry items, milk products and durables are the luxurious
items for organized retail customers.
4) For the comparison we have covered unorganized retail
outlet’s customers and found that the MPC for food and non-food
items, the unorganized retail outlet customers spend 54.3 percent of
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total expenditure on food items while remaining 45.7percent on non-
food items. The bifurcation of it like 16.1 percent on staples, 16.4
percent on milk & milk products, on vegetables & fruits 14.5 percent 3
percent on oils and 4.3 percent on other food items.
5) On non-food items, the customers of unorganized retail outlet
spend 45.7percent out of which is near about 33.9 percent expenditure
has been spent on clothing & bedding, and durables and remaining
spend on 11.8 percent on sundry items, Toilet article and footwear.
6) The elasticities for customers of unorganized outlets shows
that the commodities like oils, pulses and other food items are more
essential than other items even the items like cereals, fruit & vegetables
sundry articles are the essential too. The commodities like clothing
&bedding, durables, toilet articles are the luxurious goods.
7) MPC in case of customers of organized retail outlets is found
highest in sundry followed by durables but in case of customers of
unorganized retail outlets it is found in durable goods followed by milk
and milk products and clothing items.
8) MPC in case of customers of organized retail outlets is found
lowest in pulses, edible oil, sugar, coffee & other foods but it is in case
of unorganized retail outlets found lowest in sundry items and followed
by pulses and sugar.
9) The expenditure elasticity analysis shows that in the case of
organized retail outlet customers all commodities except sundry items,
footwear, and durables are the essential.
10) In case of unorganized retail outlets customers all
24. Verma Sanjeev and Ranjan Chaudhuri, “Perceptual Differences
among Customers for Retail Outlets”, Abhigyan Quarter for
Excellence, Vol. – XXXI, No. – 4, Jan. 2009.
Reports:
1. Ghosh D. And D.S. Dighe, “An Enquiry into The Economic Condition of Lower Middle Class Persons in Service in Baroda City”1942-43 Issue No 5 Published By The Baroda Economic Association.
4. Kurulkar R.P. “Resource Mapping for Low HDI Districts in Marathwada Region”. Project Submitted to Government of Maharashtra.
5. Kearney’s report 2007 – “growth opportunities for global retailer”.
6. IBEF report – retail 2009 - www.ibef.org
7. Government of Maharashtra Handbook of Basic Statistics 2006 8. Annual Reports, Dr. B. A. M. University, Aurangabad. 2004-05
and 2008-09. 9. Registration Book, Maharashtra Shops and Institution
Corporation 1961. Employment Office, Aurangabad.
Thesis:
1. Ingole P.S “Consumer Behaviour And Marketing Trends Of Consumer Durables” (2009) Unpublished Ph. D. Work Submitted To Dr. B.A.M. University, Aurangabad.
2. Pande G.M. “Retail Trade In Grocery Provision In Urban Area With Special Reference To Aurangabad” 1987 Unpublished Ph. D. Work Submitted To Dr. B.A.M. University, Aurangabad.
Web-sits:
1. www.atkearney.com– A.T. Kearney “Emerging Opportunity for Global Retailer.
2. www.atkearney.com - A.T. Kearney”S Global Retail Reports 2007
3. www.indiaretailforum.in- IMAGES F & R Research”, “India Retail Report 2009”
4. www.pantaloon.com- Pantaloon Retail (India) Limited, Draft Letter Of Offer For Equity Shareholders Of Company.
2 – Crockery & Utensils thermos, casseroles, stainless steel U.
3-Cooking & household appliances
1-air conditioner
2-Fan 3-sewing M. washing M. 5-presser
cooker
refrigerator
Heater
Toaster
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4-Goods for recreation
Musical instrument
TV Radio Tape recorder 5 – Jeweler &
ornaments
6- Other personal goods
Mobile handset
Clock
Watch Pc Telephone
handset
Laptop
Appendix: 2
QUESTIONNAIR (for Retailer)
1) Outlet’s name: ……………………………………………………………….. 2) Type of Retail format:
1. - Convenience store 2- Chain store 3- Franchise 4- Specialty store 5- Departmental store 6- Supermarket 7- Hypermarket 8- Mall 10- Discount store 11- Factory / secondary outlet 12…………………….
3) Date of establishment in Aurangabad city: …………………………………
4) Date of establishment of origination year…………………………………….
5) Head office………………..… Branches………………………………….…
6) Where are they located in Aurangabad city:
………………………………………………………………………………
7) Location and area…………………………………………………………… 8) Owner of the land: 1) self 2) on rent
3)……………………………………………………………………………
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9) Who is the owner: ………………………………………………………………………………...
10) How many Departments in the outlet: ……………………………………….
11) How many variety of products in the outlet (own brands): …………………. ………………………………………………………………………………...
12) Number of customers visits in a day: ………………………………………...
13) Organizational setup: 1) Operation head… 2) Manager/assistant manager …… 3) Supervisor……4) Supervisor development program…… 5)Customer service assistant………………
14) View about supply side (how retailer parches’ the stock)……………………………
……………………………………………………………………………………………..
15) Space (sq.ft.) and sale of department: No. Departments Area
(in sq.ft.) Daily target (thousand)
Monthly target
1 Garments 2 Electronics 3 Home work play 4 Furniture 5 Vegetable & fruits 6 Staples 7 FMCG 8 Cash 9 warehouse 10 11 12
16) Offer strategies: 1) Price offer – a general type of offer provided on price of the commodity. 2) Value offer – an offer provided on the value added e.g. buy 2get 1free. 3) Combine offer – provided on combine packs e.g. by 2 shirts just at 599
only. 4) Co-offer – an offer provided on two various / different commodities. For
example buy one (x) get another (y) free 5) …………………………………………………………………………
17) On which day of the week, number of maximum customers visits : 1-Sunday 2- Monday 3- Tuesday 4- Wednesday 5- Thursday 6- Friday 7- Saturday
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18) On which day of the week, the customers less in numbers : 1-Sunday 2- Monday 3- Tuesday 4- Wednesday 5- Thursday 6- Friday 7- Saturday