Chetna Final Retail Petronagr (Print)
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Transcript of Chetna Final Retail Petronagr (Print)
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Service Industry profile:
Service Sector in India today accounts for more than half of India's GDP.
According to data for the financial year 2006-2007, the share of services,
industry, and agriculture in India's GDP is 55.1 per cent, 26.4 per cent, and
18.5 per cent respectively. The fact that the service sector now accounts
for more than half the GDP marks a watershed in the evolution of the Indian
economy and takes it closer to the fundamentals of a developed economy.
Services or the "tertiary sector" of the economy covers a wide gamut of
activities like trading, banking & finance, infotainment, real estate,transportation, security, management & technical consultancy among
several others. The various sectors that combine together to constitute
service industry in India are:
Trade
Hotels and Restaurants
Railways
Other Transport & Storage
Communication (Post, Telecom)
Banking
Insurance
Dwellings, Real Estate
Business Services
Public Administration; Defense Personal Services
Community Services
Retail
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There was marked acceleration in services sector growth in the
eighties and nineties, especially in the nineties. While the share of services
in India's GDP increased by 21 per cent points in the 50 years between
1950 and 2000, nearly 40 per cent of that increase was concentrated in the
nineties. While almost all service sectors participated in this boom, growth
was fastest in communications, banking, hotels and restaurants,
community services, trade and business services. One of the reasons for
the sudden growth in the services sector in India in the nineties was the
liberalization in the regulatory framework that gave rise to innovation and
higher exports from the service sector.
The boom in the services sector has been relatively "jobless". The
rise in services share in GDP has not accompanied by proportionate
increase in the sector's share of national employment. Some economists
have also cautioned that service sector growth must be supported by
proportionate growth of the industrial sector; otherwise the service sector
grown will not be sustainable. In the current economic scenario it looks thatthe boom in the services sector is here to stay as India is fast emerging as
global services hub.
The services sector will be the top employer in India, while the public
administration and education sector is to hire the lowest number of
employees. Overall, though, the Manpower Employment Outlook
Survey says Indian employers are anticipating a stronger third quarter
employment outlook, compared with their counterparts in the Asia Pacific
region.
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Company Profile:
Retail is an Indias largest industry, accounting for over 10% of
countrys GDP & around 8% of the employment. Retail industry in India is at
the crossroads. It has emerged as one of the most dynamics & fast paced
industry with several players entering the market. But because of the
heavy investments required, breakeven difficult to achieve & many of these
players have not tested success so far. However the future is promising the
market is growing, government policies are becoming more favorable &
emerging technologies are facility operations.
Retailing in India is gradually inching its way toward becoming the
next boom industry. The whole concept of shopping has altered in terms of
format & customer buying behavior, Ushering in a revaluation in shopping
in India. Modern Retail has entered India as seen in sprawling shopping
center, multi store Malls &huge complexes offer shopping, Entertainment &
food all under one roof.
India has topped the AT Kearneys annual Global Retail Development
Index (GRDI) for the third consecutive year, maintaining its position as the
most attractive market for retail investment.
The Indian retail market -- one of India's fastest growing industries is
expected to grow from US$ 350 billion to US$ 427 billion by 2010.
According to Euro monitor International, the Indian Retail market will grow
in value terms by a total of 39.6 per cent between 2006 and 2011,averaging growth of almost 7 per cent a year.
Modern retail accounts for about 4 per cent of the total retail market
in India. This share is expected to increase to about 15 -20 per cent with
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the entry of a number of corporate into the segment. Modern retail formats
have
grown by 25-30 per cent in India in the last year and could be worth US$
175-200 billion by 2016.
Currently the value of the retail market is estimated at around $270
billion with a growth rate of 5.7 percent per annum according to the India
Retail Report 2007. India Retail Report 2007 said that organized retail in
India has the potential to add over Rs 2000 billion business by the Year
2010 generating employment for some 2.5 million people in various retail
operations and over 10 million additional workforce in retail support
activities including contract production and processing, supply chain and
logistics, retail real estate development and management.
The Indian retail sector is at inflexion point where the growth of
organized retailing in growth consumption by the Indian population is going
to take a higher growth trajectory. The Indian population is witnessing a
significant changing its demographics. A large young working populationwith median age of 24 years, nuclear families in urban areas, along with
increasing working women population & emerging opportunities in the
services sector are going to be the key growth drivers of the organized
retail sector in India.
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INTRODUCTION OF DHIRAJ SONS MEGA STORE PVT LTD, SURAT:
Dhiraj Sons Mega Store Pvt. Ltd is a corporate group comprising of a
business activity firms like Mega Store, Super Store, Music Shop, Card
Shop, Toy Shop and now Fashion World.
History:
Dhiraj Sons is in business since last 62 years, starting off with doing
small business in Grocery and Kirana shop in posh area of Athwalines,
Surat. It was the first to start a Family General Store in 1947, namely R.
Dhiraj Modi..
Subsequently following the overwhelming response from the people, for the first time
in Gujarat, it ventured into a Departmental Store Dhiraj Sons in 1984. It became a pioneer in
introducing for the first time in Gujarat the self service system and online computerized billing
system. Continuing with the successful progress march, it also added a Greeting Card Shop, a
Music Shop, Plastic Corner and a Stationery Corner to its establishment in the year 1995,
which was due to the faith and love of the people of Surat in us and our management, which
made us stand apart from the rest of our competitors. In 29-04-2000, we inaugurated Dhiraj
Sons - The Mega Store at Chowpatty, a 15,000 square feet shopping store. A complete
'shop entertainment' environment kind of store. Catering to demands of our valued customers,
in 2002 we unveiled Dhiraj Sons - The Super Market, at Parle Point a 15,000 square feet
shopping store for their shopping ease and comfort. From a small Grocery Store in 1947 to
Super Store, Mega Store and Fashion World in 2002 shows the kind of progress we have made
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http://www.dhirajsons.com/megastore/index.htmhttp://www.dhirajsons.com/megastore/index.htmhttp://www.dhirajsons.com/megastore/index.htmhttp://www.dhirajsons.com/megastore/index.htm -
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and always leading from the front. This all has been possible because of the trust and love from
our valued Dhiraj Customers and due to our fellow staff
members. This has always promoted us to take a major step forward in presenting our
customers with new innovations and dimensions.
Branches of Dhiraj Sons:
FASHION
WORLD
A grand Fashion world for branded Men,
Women, Kids Garments & Accessories and
presenting a constant changing Fashion
World. The entire place is totally air
conditioned with gorgeous automatic
escalator entrance.MEGA
STORE
A Three Storeyed store housing all kinds of
groceries, toiletries, food stuffs, household
items, crockery's, watches, electronic
items, gift items etc.SUPER
MARKET
A store housing all kinds of groceries,
toiletries, food stuffs, household items,
crockery's, watches, electronic items, gift
items etc.
TOY SHOP An extravagant collection of toys & soft
toys and games are available for kids of all
ages.Cards for Birthday, Anniversary, Sorry,
Thank you, New year, Christmas, Pateti, Idd, Condolences, Friendship,Love, Best Wishes and all Occasions.
All kinds of plastic items like buckets,
tumblers, boxes, jars, household items
etc.English, Hindi, Gujarati Audio Cassettes and Compact Discs (CDs).
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Research Methodology
3.1 Problem definition:
Mgt Decision Problem:
How to improve the quality and variety or merchandise, speed of
service, and courtesy of employees within the existing stores and
how to increase purchase frequency?
Mgt Research Problem:
How to make Dhiraj sons mega store Pvt ltd a most preferreddestination and a one stop shop.
Problem Definition:
1) Whether the distance is the importance in purchase frequency?
2) What are the stores attribute that are important predictor of
purchase frequency?
3) Which store attribute is most important predictor of purchase
frequency?
4) What are the various features looked for in a good shopping
mall by people visiting it?
5) What are the features that are lacking in Dhirajsons according
to the people visiting it?
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3.2. Objectives of Study:
Following are the objectives of the present study:Primary objectives:
1) To study the determinant of retail patronage and test it as
alternative predictor of purchase frequency.
2) To find out the ways to make Dhiraj sons mega store Pvt ltd a most
preferred destination and a one stop shop.
Secondary objectives:
1) To know the dimension of retail patronage.
2) To know the purchase frequency by importance of distance.
3) To know the importance of store attribute with respect to
purchase frequency.
4) To measure the overall qualitative evaluation of the store.
5) To know the most important store attribute predictor in purchase
frequency.
6) To know the various features looked for in a good shopping mall
by people visiting it.
7) To know the features that are lacking in Dhiraj Sons according to
the people visiting it.
3.3. Research Methodology:Research Methodology is the systematic design, collection,
analysis and reporting of data and findings, relevant to appraisal
specific personnel situation facing the company.
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Research Methodology describes the research procedure. This
research procedure covers the following points:
A. Research design
B. Data collection method
C. Sampling plan
A. Research Design:
A research design is an overall framework of project that
indicates what information to be collected from which sources and by
which procedures.
Research design is the plan, structure, and strategy of
investigation conceived so as to obtain answers to research questions
and to control variance.
In this project, descriptive and cross-sectional research design
has been used because it describes the phenomena under study and
recommendations findings are specific under this study. Cross-
sectional studies are carried out once and selected as the researchwill be carried out in a particular time limit only.
The Six Ws
WHO-Who should be considered a potential respondent?
Potential respondent: Potential customers of Dhiraj sons Pvt, ltd
Surat and Bardoli.
WHAT-What information should be obtained from respondent?
The qualitative information about the store.
WHERE-Where should the respondents be contacted to obtain the
required information?
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The respondent is contacted within the four stores of Dhiraj sons
Pvt, Ltd-Ghod Dhod road, Parle point, Nanpura (fashion world),
Bardoli
WHY-Why are we obtaining information from the respondents? Why is
the marketing research project being conducted?
To improve the quality and variety or merchandise, speed of service,
and courtesy of employees within the existing stores and increase
purchase frequency of Dhiraj sons stores.
WAY- In what way are we going to obtained information from the
respondents?
Prepare a questionnaire and conduct face to face personal interview.
WHEN-
21 may 2007 to 20th July 2007?
B- Data collection Method:
There are two sources of data:
1. Primary data sources
2. Secondary data sources
Primary data are collected by using the Survey method of data
collection.
Secondary data are collected from books on research, marketing,
past research reports and websites and research paper of Determination
of retail patronage by J. Patrick Kelly, Brigham Young University and
Scott M. Smith, Brigham Young University.
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Research Measurement Tool
The most popular research instrument for data collection -
questionnaire has been used. This questionnaire has been administered
through face to face interviews.
Type of Questions
In the questionnaire, close ended questions included. The
close-ended questions further included multiple-choice questions as
well as rating scale questions.
Pre-Testing of questionnaire:
It is necessary to check the questionnaire, before actual
research is done. Therefore pilot testing is done. In this case, Pilot
testing was done for 20 respondents from each store and based on
the feedback, the questionnaire was fine-tuned.
C. Sampling Plan:
Sampling Design and Sampling Method:
In this study, non-probability sampling design has been used and the
sampling method employed is Convenience Sampling. Sampling. This
has been done instead of pure random sampling method (Probability
Sampling) because of time and money constraints.
I-Define the Target population
-Element: Potential Customer
-Sampling Unit: visitors and customer of Dhiraj sons
-Extent: Surat city( 4 branch of Dhiraj sons
-Time: 21st may 2007 to 20thJuly 2007
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ii- Define sampling frame:
Customer record book
iii. Select sampling techniques:
Non-probability, Convenience. This has been done instead of
pure random sampling method (Probability Sampling) because of
time and money constraints.
iv. Determine sample size:
200 customers of Different branch of Dhiraj sons.
v. Execution of sampling process:
Data have bee collected from Dhiraj sons store i.e. Athwagate,
Ghod Dhod Road, Parlepoint, Fashion world and Bardoli by
conducting interview of Customer.
3.4. Statistical Test Used:
I have use SPSS software for doing all kind of statistical test.
Mean- means value is obtained by adding together all the items and
by dividing this total by the number of items.
Median- middle value in a distribution.
Mode- the model value in a series of observation which occurs with
the great frequency.
Standard deviation- a probability distribution, random variable. Or
population or multi set of values is a measure of the spread of its
values.
One-sample t test The One-sample T test compares the mean
score of a sample to a known value.
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Q-1 how frequently you come to Dhiraj sons?
Purpose-To know the purchase frequency.
Times responders visit Dhiraj sons
Frequency Percentage
At least once in a week 138 69.0In a month 60 30.0In a year 2 1.0Total 200 100.0
Frequency
In a year
In a month
At least once in a w
INTERPRETATION:
From the above table and graph we can say 69% responded out of
100, visit Dhiraj sons once in a week, so they can be called as loyal
customers of Dhiraj sons but they need to attract the monthly shoppers
because it covers a small market but if they shop at least once in a week,
the sales of Dhiraj sons would be increases.
Measurement of Central Tendency
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N /
Missing Mean
Quality 200 0 4.14
Cleanliness 200 0 3.95
Atmosphere and dcor 200 0 3.95Courtesy of service 200 0 3.70Speed of service 200 0 3.41Varieties 200 0 3.78Price 200 0 3.74Nearness of store 200 0 3.92
From above table of Measurement of Central Tendency from 5-point
scale, we can see that all the respondents are positively agree (4) with all
the statement.
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SUMMURY OF t- TEST
Merchandise of the quality of the store
Test Value
= 3
t dfSig.
(2-tailed)
Mean
Difference
95%
Confidence
Interval of
the
DifferenceLower Upper
Quality 23.188 199 .000 1.13 1.04 1.23
Cleanliness 16.903 199 .000 .94 .83 1.06
Atmosphere
and dcor16.046 199 .000 .95 .83 1.07
Courtesy of service 10.905 199 .000 .70 .57 .83
Speed of service 5.654 199 .000 .40 .26 .55
Varieties 12.505 199 .000 .77 .65 .90Price 12.730 199 .000 .74 .63 .85
Nearness of store 9.547 199 .000 .92 .73 1.10
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Q-1 Merchandise of the quality of the store is good.
1-Storngly disagree,2-Disagree,3-Neutral, 4-Agree, 5-Strongly
agree
Purpose- With the help of this statement we can find that the Merchandise
quality of a store is good or not.
Null Hypothesis (HO): There is no significant difference between
calculated mean and hypothesized mean. In other words, we hypothesize
that the customer are neutral that the quality is one of the important
criteria consider by them while taking purchase decision
Alternative Hypothesis (H1): There is significant difference between
calculated mean and hypothesized mean. In other words the customer are
not neutral that the quality is one of the important criteria consider by
them while taking purchase decision
Statistical Test: one sample t-test is chosen because the measurement of
data is interval in nature.
Significance level: 0.05
Test value at 3.0
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One-Sample Test
N Mean
Std.
Deviation Std. Error MeanQuality 200 4.14 .69 4.89
One-Sample test
Test Value = 3
t df Sig.(2-tailed)
MeanDifference
95% Confidence
Interval of the
DifferenceLower Upper
Quality 23.188 199 .000 1.13 1.04 1.23
Inference:
Here the test is performed at 95% significance level and the p-value comesout as 0.000which is less than 0.05, it means that the null hypothesis H0 is
rejected and alternative hypothesis H1 is accepted and it can be said that
there is significant difference between calculated mean and hypothesized
mean. From the Mean value (4.14)& t-test value we can analyzed that
customer are above neutral level i.e. agree with the statement that the
Merchandise quality of a store is good and the quality is one of the
important criteria consider by them while taking purchase decision.
Over all cleanliness of the store
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Q-2 over all cleanliness of the store is good.
1-Storngly disagree, 2-Disagree, 3-Neutral, 4-Agree, 5-Strongly
agree
Purpose- With the help of this statement we can analyzed that whether
cleanliness of the store is good or not.
Null Hypothesis (HO): There is no significant difference between
calculated mean and hypothesized mean. In other words, we hypothesize
that the customers are neutral that theOver all cleanliness of the store is
one of the important criteria consider by them while taking purchase
decision
Alternative Hypothesis (H1): There is significant difference between
calculated mean and hypothesized mean. In other words the customers are
not neutral that the Over all cleanliness of the store is one of the important
criteria consider by them while taking purchase decision
Statistical Test: one sample t-test is chosen because the measurement of
data is interval in nature.
Significance level: 0.05
Test value at 3.0
One-Sample Test
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N Mean
Std.
Deviation Std. Error Meancleanliness
200 3.95 .79 5.59
One-Sample Test
Test Value = 3
t dfSig.
(2-tailed)
Mean
Difference
95% Confidence
Interval of the
DifferenceLower Upper
Cleanliness 16.903 199 .000 .94 .83 1.23
Inference:
Here the test is performed at 95% significance level and the p-value comes
out as 0.000 which is less than 0.05, it means that the null hypothesis H0 is
rejected and alternative hypothesis is accepted and it can be said that
there is significant difference between calculated mean and hypothesizedmean. From the Mean value (3.95)& t-test value we can analyzed that
customer are above neutral level i.e. agree with the statement that the
Over all cleanliness of the store is good. And the cleanliness is one of the
important criteria consider by them while taking purchase decision.
Atmosphere and decoration of the store
Q-3 Atmosphere and decoration of the store is good.
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1-Storngly disagree,2-Disagree,3-Neutral, 4-Agree, 5-Strongly
agree
Purpose- With the help of this statement we can analyzed that whether
the Atmosphere and decoration of the store is good or not.
Null Hypothesis (HO): There is no significant difference between
calculated mean and hypothesized mean. In other words, we hypothesize
that the customer are neutral thatAtmosphere and decoration of the store
is thestore is one of the important criteria consider by them while taking
purchase decision.
Alternative Hypothesis (H1): There is significant difference between
calculated mean and hypothesized mean. In other words, we hypothesize
that the customer are not neutral thatAtmosphere and decoration of the
store is thestore is one of the important criteria consider by them while
taking purchase decision.
Statistical Test: one sample t-test is chosen because the measurement of
data is interval in nature.
Significance level: 0.05
Test value at 3.0
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One-Sample Test
N Mean Std. Deviation Std. Error MeanAtmosphere 200 3.95 0.84 5.92
One-Sample Test
Test Value = 3
t dfSig.
(2-tailed)
Mean
Difference
95% Confidence
Interval of the
DifferenceLower Upper
Atmosphere 16.046 199 .000 .95 .83 1.07
Inference:
Here the test is performed at 95% significance level and the p-value comes
out as 0.000 which is less than 0.05, it means that the null hypothesis H0
is rejected and alternative hypothesis is accepted and it can be said that
there is significant difference between calculated mean and hypothesized
mean. From the Mean value (3.95) & t-test value we can analyzed that
customer are above neutral level i.e. agree with the statement that the
Atmosphere and decoration of the store is goodand
Atmosphere and decoration of the store is one of the important criteria
consider by them while taking purchase decision.
Courtesy of service from employee
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Q-4 Courtesy of service from employee is good enough.
1-Storngly disagree,2-Disagree,3-Neutral, 4-Agree, 5-Strongly
agree
Purpose- With the help of this statement we can analyzed that whether w
Courtesy of service from employee is good enough or not.
Null Hypothesis (HO): There is no significant difference between
calculated mean and hypothesized mean. In other words, we hypothesize
that the customer are neutral that Courtesy of service from employee of
the store is one of the important criteria consider by them while taking
purchase decision.
Alternative Hypothesis (H1): There is significant difference between
calculated mean and hypothesized mean. In other words, we hypothesize
that the customer are not neutral that Courtesy of service from employee
of thestore is one of the important criteria consider by them while taking
purchase decision.
Statistical Test: one sample t-test is chosen because the measurement of
data is interval in nature.
Significance level: 0.05
Test value at 3.0
One-Sample Test
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N Mean
Std.
Deviation Std. Error MeanServices from
employees200 3.70 0.91 6.42
One-Sample Test
Test Value = 3
t dfSig.
(2-tailed)
Mean
Difference
95% Confidence
Interval of the
DifferenceLower Upper
Services from
the employees10.945 199 .000 .70 .57 0.83
Inference:
Here the test is performed at 95% significance level and the p-value comes
out as 0.000 which is less than 0.05, it means that the null hypothesis H0
is rejected and alternative hypothesis is accepted and it can be said that
there is significant difference between calculated mean and hypothesized
mean. From the Mean value (3.70) & t-test value we can analyzed that
customer are above neutral level i.e. agree with the statement that the
Courtesy of service from employee is good enough
And the Courtesy of service from employee of the store is one of the
important criteria consider by them while taking purchase decision.
Speed of services in the store
Q-5 Speeds of services in the store is good.
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1-Storngly disagree,2-Disagree,3-Neutral, 4-Agree, 5-Strongly
agree
Purpose- With the help of this statement we can analyzed that whether
Speeds of service in the store is good or not.
Null Hypothesis (HO): There is no significant difference between
calculated mean and hypothesized mean (3). In other words, we
hypothesize that the customer are neutral that Speeds of service in the
store is one of the important criteria consider by them while taking
purchase decision.
Alternative Hypothesis (H1): There is significant difference between
calculated mean and hypothesized mean. In other words, we hypothesize
that the customer are not neutral that the Speeds of service in the storeis
one of the important criteria consider by them while taking purchase
decision.
Statistical Test: one sample t-test is chosen because the measurement of
data is interval in nature.
Significance level: 0.05
Test value at 3.0
One-Sample Test
N Mean Std. Deviation Std. Error Mean
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Speed of
services 200 3.41 1.01 7.16
One-Sample Test
Test Value = 3
t dfSig.
(2-tailed)
Mean
Difference
95% Confidence
Interval of the
DifferenceLower Upper
Speed of
Services5.654 199 .000
.40 .26 0.55
Inference:
Here the test is performed at 95% significance level and the p-value comes
out as 0.000which is less than 0.05, it means that the null hypothesis H0 is
rejected and alternative hypothesis is accepted and it can be said that
there is significant difference between calculated mean and hypothesized
mean. From the Mean value (3.41)& t-test value we can analyzed that
customer are above neutral level i.e. agree with thatSpeeds of service in
the store is good and Speeds of service in the store is important criteria
consider by them while taking purchase decision.
varieties of merchandise in store
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Q-6 Varieties of merchandise in store are available.
1-Storngly disagree,2-Disagree,3-Neutral, 4-Agree, 5-Strongly
agree
Purpose- With the help of this statement we can analyzed that whether
the Varieties of merchandise available in store or not.
Null Hypothesis (HO): There is no significant difference between
calculated mean and hypothesized mean (3). In other words, we
hypothesize that the customer are neutral thatVarieties of merchandise in
store are available and Varieties of merchandise in store are available is
one of the important criteria consider by them while taking purchase
decision.
Alternative Hypothesis (H1): There is significant difference between
calculated mean and hypothesized mean. In other words, we hypothesize
that the customer are not neutral thatVarieties of merchandise in store are
available and Varieties of merchandise in store are available is one of theimportant criteria consider by them while taking purchase decision.
Statistical Test: one sample t-test is chosen because the measurement of
data is interval in nature.
Significance level: 0.05
Test value at 3.0
One-Sample Test
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N Mean
Std.
Deviation Std. Error MeanVarieties of
merchandise200 3.78 0.82 5.81
One-Sample Test
Test Value = 3
t dfSig.
(2-tailed)
Mean
Difference
95%
Confidence
Interval of the
Difference
LowerUpp
erVarieties of
merchandise12.505 199 .000 .77 .65
0.9
9
Inference:
Here the test is performed at 95% significance level and the p-value comes
out as 0.000which is less than 0.05, it means that the null hypothesis H0 is
rejected and alternative hypothesis is accepted and it can be said that
there is significant difference between calculated mean and hypothesized
mean. From the Mean value (3.78)& t-test value we can analyzed that
customer are above neutral level i.e. agree with that Varieties of
merchandise in store are available and Varieties of merchandise in store
are available is one of the important criteria consider by them while taking
purchase decision
Price of merchandise in store
Q-7 Price of merchandise is reasonable.
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1-Storngly disagree,2-Disagree,3-Neutral, 4-Agree, 5-Strongly
agree
Purpose- With the help of this statement we can analyzed that whether
the Price of merchandise is reasonable or not Price of merchandise is on
the important criteria consider by them while taking purchase decision or
not.
Null Hypothesis (HO): There is no significant difference between
calculated mean and hypothesized mean (3). In other words, we
hypothesize that the customer are neutral that Price of merchandise is
reasonable and Price of merchandise is one of the important criteria
consider by them while taking purchase decision.
Alternative Hypothesis (H1): There is significant difference between
calculated mean and hypothesized mean. In other words, we hypothesize
that the customer are not neutral that that Price of merchandise is
reasonable and Price of merchandise is one of the important criteriaconsider by them while taking purchase decision.
Statistical Test: one sample t-test is chosen because the measurement of
data is interval in nature.
Significance level: 0.05
Test value at 3.0
One-Sample Test
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N Mean Std. Deviation Std. Error MeanPrice
200 3.74 0.82 5.81
One-Sample Test
Test Value = 3
t dfSig.
(2-tailed)
Mean
Difference
95% Confidence
Interval of the
Difference
Lower Upper
Price 12.730 199 .000 .74 .63 0.85
Inference:
Here the test is performed at 95% significance level and the p-value comes
out as 0.000 which is less than 0.05, it means that the null hypothesis H0
is rejected and alternative hypothesis is accepted and it can be said that
there is significant difference between calculated mean and hypothesized
mean. From the Mean value (3.74)& t-test value we can analyzed thatcustomer are above neutral level i.e. Price of merchandise is reasonable
and Price of merchandise is reasonable is one of the important criteria
consider by them while taking purchase decision
Nearness of the store
Q-8 the store is near to your home (less than 1 km)
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1-Storngly disagree, 2-Disagree,3-Neutral, 4-Agree, 5-Strongly
agree
Purpose- with the help of this statement we can analyze that whether the
distance of the store is important criteria consider by them while taking
purchase decision or not.
Null Hypothesis (HO): There is no significant difference between
calculated mean and hypothesized mean (3). In other words, we
hypothesize that the customer are neutral that the store is near to their
home and nearness of the store is one of the important criteria consider by
them while taking purchase decision.
Alternative Hypothesis (H1): There is significant difference between
calculated mean and hypothesized mean. In other words, we hypothesize
that the customer are not neutral thatthe store is near to their home and
nearness of the store is one of the important criteria consider by them
while taking purchase decision.
Statistical Test: one sample t-test is chosen because the measurement of
data is interval in nature.
Test value at 3.0
Significance level: 0.05
One-Sample Test
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N Mean Std. Deviation Std. Error MeanNearness of
the store200 3.92 1.36 9.58
One-Sample Test
Test Value = 3
T dfSig.
(2-tailed)
Mean
Difference
95% Confidence
Interval of the
Difference
Lower Upper
Nearness ofthe store
9.547 199 .000 .92 .73 0.11
Inference:
Here the test is performed at 95% significance level and the p-value comes
out as 0.000which is less than 0.05, it means that the null hypothesis H0 is
rejected and alternative hypothesis is accepted and it can be said that
there is significant difference between calculated mean and hypothesized
mean. From the Mean value (3.92)& t-test value we can analyzed that
customer are above neutral level i.e. agree with thatThe store is near to
their home and nearness of the store is one of the important criteria
consider by them while taking purchase decision
ONE SAMPLE t- TEST
Ho: There is no significant difference between actual mean and hypothesis
mean. In other words, respondents are Natural to all statement.
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H1: There is significant difference between actual mean and hypothesis
mean. In other words, respondents are not natural to all statement.
Confidence level : 95%
Test: Here we use one sample t-test because data are interval in Nature.
And we want to find out the direction of the extent respondents are agree
with given statement using 5-point scale.
Summery of One-Sample t-test
Statements MeanTvalue Sig. (2-
tailed)
Quality 4.14 23.188 .000Cleanliness 3.95 16.903 .000Atmosphere and decor 3.95 16.046 .000
Courtesy of service 3.70 10.905 .000Speed of service 3.41 5.654 .000Varieties 3.78 12.505 .000Price 3.74 12.730Nearness of store 3.92 9.547 .000
We have seen in above table that all t-value are positive and mean is
also above three i.e. Neutral. Our all respondents are positively agreed with
all the statements.
All Ho (Null Hypothesis) are rejected because Sig. value is less than0.05, so our H1 (Alternative Hypothesis) are accepted i.e. significant
difference between actual mean and hypothesis mean. In other words, our
all Ho are positively rejected, it means respondents are agree with all the
statements.
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Factor Analysis :
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of
Sampling Adequacy..791
Bartlett's Test
of Sphericity
Approx. Chi-
Square420.811
df 28Sig. .000
KMO measure whether our distribution of values is adequate forconducting factor analysis. Kaiser himself designates level as follows: A
measure >.9 is marvelous, >.8 is meritorious, >.7 is middling, >.6 is
mediocre, >.5 is miserable, and
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Component Initial EigenvaluesTotal % of
Variance
Cumulati
ve %
1 3.270 40.871 40.8712 1.079 13.493 54.3633 .944 11.797 66.1614 .803 10.0438 76.2045 .651 8.140 84.3446 .563 7.041 91.3847 .364 4.556 95.9408 .325 4.060 100.000
Extraction Method: Principal Component Analysis.
There are two factors with Eigenvalues larger than 1.0 and they
account 54% of total variance.
Rotated Component Matrix (a)
Component 1 2Quality .739 9008E-02
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Cleanliness .863 .277Atmospher
e and
decor
.722
.328
Courtesy of
services
.386
.692
Speed of
services
.364.736
Verities .676 3.370E-02Price .674 -1.18E-02Nearness
of store
.201-.605
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 3 iterations.
Factor 1- Quality, Cleanliness, Atmosphere and Dcor = Value for
Money Product
Factor 2:Courtesy of services, Speed of services = Quick Service
Cross Tabulation:
Between Income and Purchase frequency
Purchase frequency
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At least
once in
a week
Once in
a month
Once in
a year Total
INCOME
Dependent 37.5% 12.5% 0 50%
Below Rs.15000
12.0% 9.0% 1.0% 22.0%
Rs.15001-
Rs.2500012.0% 5.5% 0 17.5%
Above Rs.
250007.5% 3.0% 0 10.5%
Total 69.0% 30.0% 1.0% 100.0%
From the above table we can say the purchase frequency is higher in
dependent i.e. 50% and the weekly shoppers are also higher in it 37.5%.
Chi-Square Test
Ho: There is no dependency between Income and Purchase Frequency.
H1: There is dependency between Income and Purchase Frequency.
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 11.581 6 .072Fisher's Exact Test 15.238 .105Linear-by-Linear
Association.556 1 .456
N of Valid Cases 200
Value of the Pearson Chi-Square is 11.581; Sig. value is greater then
than 0.05, it means there is no dependency between Income and Purchase
frequency.
Linear-by-Linear Association test whether the two variable correlate
with each other. Here Sig. value is 0.456, so it indicates the meaningless
correlation between Income and Purchase frequency.
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Between Age and Purchase frequency
Purchase frequency
At least
once in a
week
Once in
a month
Once in
a year Total
AGE Below 20 years 4.5% 1.5% 0 6.0%
20-30 Years 30.5% 10.5% 0 41.0%
31-40 Years 20.0% 12.0% 0 32.0%
41-50 Years 8.0% 5.0% 1.0% 14.0%
51-60 Years 3.5% 1.0% 0 4.5%
Above 60 Years 2.5% 0 0 2.5%
Total 69% 30.0% 1.0% 100%
From the above table we can say that the age group between 20-30
years and 31-40 years should be the target customer of Dhirajsons because
the purchase frequency is higher in it i.e. 41% and 32%.
Chi-Square Test
Ho: There is no dependency between Age and Purchase Frequency
H1: There is dependency between Age and Purchase Frequency
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 18.266 10 .051Fisher's Exact Test 15.238 .124
Linear-by-Linear Association .534 1 .465
N of Valid Cases 200
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Value of the Pearson Chi-Square is 18.266; it means the two variables
are dependent to each other. Sig. value is Greater than 0.05, it means
there is no dependency between Age and Purchase frequency.
Linear-by-Linear Association test whether the two variable correlate
with each other. Here Sig. value is 0.465, so it indicates the meaningless
correlation between Age and Purchase frequency.
Between Occupation and Purchase frequency
Purchase frequency
At least
once in aweek
Once in
amonth
Once
in ayear
Total
OCCUPATION Students 7.5% 3.0 % - 10.5%
Housewife 29.0% 9.5% - 38.5%
Business 13.0% 5.0% 0.5% 18.5%
Professional 3.5% 2.0% - 5.5%
Service 14.0% 10.0% 0.5% 24.5%
Retired 2.0% 5.0% - 2.5%
Total 69.0% 30.0% 1.0% 100%
From the above table we can say the housewifes more purchase
from the store, then the service people.
Chi-Square Test
Ho: There is no dependency between Occupation and Purchase Frequency.
H1: There is dependency between Occupation and Purchase Frequency.
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 7.426 10 .685Fisher's Exact Test 8.012 .Linear-by-Linear 3.434 1 .064
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Association
N of Valid Cases 200
Value of the Pearson Chi-Square is 7.426; it means the two variable
are less dependent to each other. Sig. value is greater then than 0.05, it
means there is no dependency between Occupation and Purchase
frequency.
Linear-by-Linear Association test whether the two variable correlate
with each other. Here Sig. value is 0.064, so it indicates the meaningless
correlation between Occupation and Purchase frequency.
Gender and Purchase frequency
Purchase frequency
At least
once in a
week
Once in
a month
Once
in a
year Total
GENDER Male 25.5% 15.5% 1.0% 42.0%
Female 43.5 % 14.5% 0 58.0%
Total 69.0% 30.0% 1.0% 100.0%
From the above table we can say the purchase frequency is higher in
female i.e. 58.0%
Chi-Square Tests
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Ho: There is no dependency between Gender and Purchase
Frequency
H1: There is dependency between Gender and Purchase Frequency
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-
Square6.504 2 .039
Fisher's Exact Test 7.198 .027Linear-by-Linear
Association5.667 1 .017
N of Valid Cases 200
Value of the Pearson Chi-Square is 6.504; it means the two variables
are very less dependent to each other. Sig. value is less than 0.05; it means
there is dependency between Gender and Purchase frequency toward
Dhiraj Sons.
Chi-Square Test
Marital Status and Purchase frequency
Purchase frequency
At least
once in
a week
Once in
a
month
Once in
a year Total
STATUS Married 21.5% 5.5% 0 27.0%Single 47.5% 24.5% 1.0% 73.0%
Total 69.0% 30.0% 1.0% 100%
From the above table we can say that the purchase frequency is
higher in the Single group.
Chi-square test
Ho: There is no dependency between marital status and Purchase
Frequency
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H1: There is dependency between marital status and Purchase Frequency
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-
Square4.238 2 .120
Fisher's Exact Test 4.912 .086Linear-by-Linear
Association4.190 1 .041
N of Valid Cases 200
Value of the Pearson Chi-Square is 4.238; it means the two variables are
very less dependent to each other. Sig. value is greater than 0.05, it means
there is no dependency between marital status and Purchase frequency
toward Dhiraj Sons.
Education and Purchase frequency
Purchase frequency
At least
once in a
week
Once in
a month
Once in a
year Total
EDUCATION Illiterate 1.5% 0.5% 0 2.0%
S.S.C. 6.5% 6.0% 0 12.5%H.S.C. 8.0% 3.5% 0 11.5%Graduate 35.0% 14.0% 0.5% 49.5%Post
Graduate15.5% 5.5% 0.5 % 21.5%
Other 2.5% 0.5% 2.0% 3.0%
Total 69% 30.0% 1.0% 100%
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From the above table we can say the purchase frequency is hire in
the graduate then after the post graduate.
Chi-square test
Ho: There is no dependency between Education and Purchase Frequency
H1: There is dependency between Education and Purchase Frequency
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 6.512 10 .802Fisher's Exact Test 6.278 .791Linear-by-Linear
Association1.671 1 .196
N of Valid Cases 200
Value of the Pearson Chi-Square is 6.512; it means the two variable
are less dependent to each other. Sig. value is greater than 0.05, it means
there is no dependency between Education and Purchase frequency toward
Dhiraj Sons.
Linear-by-Linear Association test whether the two variable correlate
with each other. Here Sig. value is 0.196, so it indicates the meaningless
correlation between Education and Purchase frequency.
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Demographic Profile of Customers:
Age group
Age group Frequency PercentBelow 20 12 6.0
21-30 82 41.031-40 64 32.041-50 28 14.051-60 9 4.50
Above 60 5 2.50Total 200 100
Age
Below 20
21-30
31-40
41-50
51-60
Above 60
Inference:
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From the above graph 41.0% responded out of 100, visit Dhiraj Sons are of
20-30 years therefore we can says that the 20-30 years youngsters prefer
shopping at Dhiraj Sons. So our target customer group id 21 year to 40
years old people.
Income
Income Frequency PercentDependent 100 50.0
Below 15000 44 22.015001-25000 35 17.5Above 25000 21 10.5
Total 200 100
income
>25000
15001-25000
>15000
Dependent
Inference:
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From the above graph 50.0% responded out of 100, visit Dhiraj Sons are
dependent therefore we can says that the most of customers comes Dhiraj
Sons are dependent. So we can try to influence those customers who are
independent by income.
Occupation
Occupation
Frequency Percent
Student 21 10.5Housewife 77 38.5Business 37 18.5
Professional 11 5.5Service 49 24.5Retire 5 2.5Total 200 100
Occupation
Retire
Service
Professional
Business
Housew ife
Student
Inference:
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From the above graph 38.5% responded out of 100, visit Dhiraj Sons are
housewives therefore we can says that the Most of Housewives are comes
at Dhiraj Sons.
Marital status
Marital status Frequency Percent
Single 54 27Married 146 73
Total 200 100
Marital status
Married
Single
Inference:
From the above graph 73% responded out of 100, visit Dhiraj Sons are
married therefore we can says that the married customers visit Dhiraj Sons
most.
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Education
Education Frequency Percent
Illiterate 4 2.0S.S.C 25 12.5H.S.C 23 11.5
Graduate 99 49.5Post graduate 43 21.5
Other 6 3.0Total 200 100
Education
Other
Post graduate
Graduate
H.S.C
S.S.C
Illetrate
Inference:
From the above graph 49.5% responded out of 100, visit Dhiraj Sons are
Graduate therefore we can says that the people comes at Dhiraj Sons most
of them are Graduate.
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Gender
Gender Frequency PercentMale 84 42.0
Female 116 58.0Total 200 100
gender
Female
Male
Inference:
From the above graph 58% responded out of 100, visit Dhiraj Sons
are female therefore we can says that the most of females are the
customers of Dhiraj Sons.
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FINDINGS:-
All together 69%of Responders visit Dhiraj sons Once in a week and
30% customers are visit the Dhiraj sons once in a month and only 1%customers are the yearly shoppers.
The customers are above neutral level with statement that
merchandise quality of the store is good.
-Over all cleanliness of the store is good.
- Atmosphere and decoration of the store is good.
- Courtesy of service from employee is good enough.
- Speed of service in the store is good.
- Varieties of merchandise are available in the store.
- The price of merchandise is reasonable.
- The store is near to their home.
82.8% customers believe that quality of the merchandise in the store
is good.
79% customers believe that over all cleanliness of the store is good.
79% customers believe that atmosphere and decoration of the store
is good enough.
74% customers believe that courtesy of services from the employees
is good enough.
68.2% customers believe that speed of the services of the store is
good enough.
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75.6% customers believe that varieties of the merchandise are
available in the store.
74.8% customers believe that price is reasonable.
78.4% customers believe that the store is near to their home.
In this case, KMO value is .791, it is near to .8 so we can say that
level of distribution value of data set is meritorious.
According to Factor Analysis Following two important factors which
are consider most important while taking purchase decisionValue for
Money Product and Quick Services.
The meaningless correlation between Income and Purchase
frequency, Age and Purchase frequency, Occupation and Purchase
frequency and Gender and Purchase frequency as per the cross
tabulation.
Level of distribution value of data set is 87.88% reliable.
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CONCLUSION
The responders are not satisfied with the speed of the service provide
by the Dhiraj sons.
The purchase frequency is higher in weekly shoppers.
The quality of product provided by the Dhiraj sons is appreciated by
the responders.
The most of the peoples are mostly come at least once in a week.
The important variable consider by responders are quality,
cleanliness and atmosphere & decoration while taking purchase
decision
The other important variables are courtesy and speed of the services.
Factors important for customer are Value for Money Product (Quality,
Cleanliness, Atmosphere and Dcor) Quick Service (Courtesy of
services, Speed of services)
Over all qualitative evaluation is good because responder are above
the neutral level with the all the statement.
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Dhiraj sons have a convenient location because 78.4% customers
believe that the store is near to their home.
SUGGESION
Dhiraj sons should attract the monthly shoppers in order to increase
the sales by introducing such weekly schemes.
Dhiraj sons should increase its speed of services of the store.
To increase Courtesy of service from the employees Dhiraj sons
should conduct training program for their employees.
As per the factor analysis Dhiraj sons is lacking in the factor of
reasonable price so focus on it by making the price of merchandise
reasonable and provide different discount offers for the customers.
The good features looked by the customers in a store are Quality,
Cleanliness, Atmosphere and Decoration, Courtesy of services, Speed
of services so continue to focus on these factors.
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Reference
D. Huff, "A Programmed Solution for Approximating an Optimal Retail
Location, Land Economics, (August, 1966)
D. Huff and L. Blue, "A Programmed Solution for Estimating Retail Sales
Potentials," (Lawrence, Kansas, Center for Regional Studies, University of
Kansas, 1966).
M. Nakanishi and L. Cooper, "Parameter Estimation for a Multiplicative
Competitive -Interaction Model-Least Squares Approach," Journal or
Marketing Research, (August, 1974).
R. Nelson, The Selection of Retail Locations, (New York, F.W. Dodge
Corporation, 1958).
T. Stanley and M. Sewall, "Image Inputs to a Probabilistic Model: Predicting
Retail Potential," Journal of Marketing, (July, 1976).
Donald R Cooper & Pamela S Schindler Business Research Methods
Eighth Edition (2003), Tata McGraw-Hill, New York.
Darren George & Paul Mallery, SPSS For Windows Step By Step, Sixth
Edition (2006), Pearson Education, Inc.
S P Gupta, Statistical Methods, Thirty Fifth Revised Edition (2007),
Sultan Chand & Sons Education Publishers, New Delhi
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http://www.dhirajsonsmegastorepvt/ltd.htm
QUESTIONNAIR
I, Chetna Patel, student of F.Y.M.B.A from Shrimad Rajchandra institute
of management and computer application, Tarsadi, Bardoli, doing this
summer research training on DETERMINATION OF RETAIL PATRONAGE at
Dhiraj sons Surat. Can you spend five minute to answer the following
questions. This study is for academic purpose only. No information should be
disclosed anywhere. (Give ( )mark.)
1. How frequently you come to Dhiraj sons?
At least once in a week_________
In a month______ ( ) 1 time ( ) 2 time ( ) 3 time
In a year________
( )1-3 time ( ) 7-9 time ( ) 10-12 time ( ) less then 12
2. How much is the distance of Dhiraj sons from your home:______(km)
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3. Indicate to what extent you agree with the following statement using 5-
point scale given below.
(Strongly Agree=5, Agree=4, Neutral=3, Disagree=2, StronglyDisagree=1)
Srno
statementsStronglyAgree
Agree
Neutral DisagreeStronglyDisagree
1 The quality of merchandise ofstore is good
2 Overallcleanliness ofthe store isgood.
3 Atmosphere anddcor of thestore is goodenough
4 Courtesy of services fromemployee isgood enough
5 Speeds of service in thestore are good.
6 Varieties of merchandise instore areavailable
7 Price of merchandise is
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reasonable8 The store is near
to yourhome(less than1 km)
Demographic profile;
1. Name:__________________________
2. Contact no:_____________________
3. Address:________________________
4. Age group:
Below 20 Years 20-30 years
31-40 years 41-50 years
51-60 years Above 60 years
5. Monthly House hold Income Dependent Below 15000Rs.
15001-25000Rs Above 25001
6. Marital status; Single Married
7. Gender: Male Female
8. Occupation:
Student HousewifeBusiness Professional
Service Retired
9. Education
illiterate S.S.C
H.S.C Graduate
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Post graduate Other________
Thank you