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A STUDY ON EMPLOYEE JOB SATISFACTIONIN PANTALOONS RETAIL (IND), VISAKHAPATNAM

MAJOR PROJECT

Submitted by:

NARESH PITHANA (MBA 2nd year)1225110232

Under the guidance of

Mr.T.APPARAOAssistant Professor

GITAM INSTITUTE OF MANAGEMENT

GITAM UNIVERSITY

VISAKHAPATNAM



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DECLARATION

This is to certify that the project work entitled “ A STUDY ON EMPLOYEE JOBSATISFACTION IN PANTALOONS RETAIL (IND) IN VISAKHAPATNAM ” is a bonafide work of NARESH PITHANA submitted for the fulfillment of MBA Degree atGITAM Institute of Management, GITAM University Visakhapatnam.

Place: Visakhapatnam

Date:

NARESH PTHANA

1225110232



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CERTIFICATE

This is to certify that NARESH.PITHANA of MBA final year carried out internship “Consumer

Buying Behavior: A study of organized Retail outlets in Visakhapatnam city” for the fulfillment

of MBA Degree at GITAM Institute of Management, GITAM University, Visakhapatnam is

a bonafide record of work by him.

The results in this company project have not been submitted to any other University or Institute.

Place: Visakhapatnam, Project guide

Date: Mr.T.APPARAO

(Assistant Professor)



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ACKNOWLEDGEMENT

I would like to take this opportunity to express my deep and profound gratitude to the

people concerned who have helped me directly or indirectly in successful completion of thisproject.

I express my sincere gratitude to Mr.P.VAMSI KRISHNA, Store Manager- PANTALOONS

Visakhapatnam, Mr.SHAIK.ISMAAIL, H.R. Manager- PANTALOONS Visakhapatnam,

and my Project Trainer for providing me all the necessary information in carrying out my

complete project.

I am thankful to Mr. K. SIVA RAMA KRISHNA sir for giving us the opportunity to do the

project work.

I am also thankful to Mr.T.APPARAO for being my faculty guide and grateful to theirdirection and inspiration.

I add my sincere thanks to my Faculty Members and friends who helped me directly or indirectly

during my Internship.

Place: Visakhapatnam,

Date: NARESH PITHANA



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CONTENTS

TITLE OF THE PROJECT

Employee Job Satisfaction

SECTION-1 Page No‟s

Theoretical Framework 8-15

Employee Job Satisfaction

Topic related concepts

SECTION- 2

Organization Profile 16-26

Retail Industry Profile

Organization Profile

Employee Job Satisfaction profile in the Organization

SECTION-3

Present Study 27-33

Need of the Study

Objectives of the Study

Scope of the StudyResearch Design

Data Collection Methods - Questionnaires

Data Tabulation

SECTION-4 34-62

Analysis of the study

SECTION-5 63-66

Findings, Suggestions and Conclusions

Bibliography 67

___________________________________________________________________________

Annexure-Questionnaire 68-69

List of Tables:



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Table no. Title Pg no.

1 Number of respondents according to their gender 35

2 Age group of the respondents 36

3 Education level of the respondents 374 Occupation of the respondents 38

5 Income level of the respondents 39

6 Marital status of the respondents 40

7 Family size of the respondents 41

8 No. of respondents with spouse earning 42

9 Retail outlet visited by the respondents 43

10 Years of visiting by the respondents to the retail outlet 44

11 How did the respondent come to know about the visited outlet 45

12 Respondents preferential time to visit the outlet 46

13 Respondents preference to shop 47

14 Respondent‟s shopping companion for buying 4815 Respondents get information about fresh arrivals/discount offers 49

16 Awareness of special day marketing promotions to the respondents 50

17 Respondents awareness of special marketing efforts initiated by retailoutlet to attract more customer

51

18 Time spend per visit by the respondent. 52

19 Store ambience influence the respondent to stay for extra time in thevisited outlet

53

20 Factors influencing buying selection in the retail outlet 54

21 Respondents resortment to impulse buying 55

22 Factors influencing respondent to impulse buying 56

23 Respondents prioritize discount offers which influence their buying 5724 Respondents preference to own brand products of the outlet 58

25 Factors influencing respondents preference to own brand products of theretail outlet

59

26 Respondents taking assistance from sales person while picking up themerchandise

60

27 Respondents buy for present/future/both requirement 61

28 Respondents purchase per month from the retail outlet 62

List of Graphs:



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Graph

no.

Title Page

no’s

1 Showing number of male respondents and number of female respondents 35

2 Showing age group of the respondents 363 Showing education level of the respondents 37

4 Showing occupation of the respondents 38

5 Showing income level of the respondents 39

6 Showing marital status of the respondents 40

7 Showing family size of the respondents 41

8 Showing no. of respondents with spouse earning 42

9 Showing retail outlet visited by the respondents 43

10 Showing years of visiting by the respondents to the retail outlet 44

11 Showing that the respondent comes to know about the visited outlet 45

12 Showing preferential time of the respondents to visit the outlet 46

13 Showing respondents preference to shop 4714 Showing respondent‟s shopping companion for buying 48

15 Showing respondents get information about fresh arrivals/discount offers 49

16 Respondents awareness to special day marketing promotions 50

17 Respondents awareness of special marketing efforts initiated by retailoutlet to attract more customer

51

18 Showing time spend per visit by the respondent. 52

19 Store ambience influence the respondent to stay for extra time in thevisited outlet

53

20 Showing factors influencing buying selection in the retail outlet 54

21 Showing respondents resortment to impulse buying 55

22 Showing factors influencing respondent to impulse buying 5623 Showing respondents prioritize discount offers which influence their

buying57

24 Showing Respondents preference to own brand products of the outlet 58

25 Showing factors influencing respondents preference to own brand productsof the retail outlet

59

26 Showing respondents taking assistance from sales person while picking upthe merchandise

60

27 Showing respondents buying pattern 61

28 Showing respondents purchase per month from the retail outlet 62



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SECTION 1

Theoretical framework



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INTRODUCTION

JOB SATISFACTION :

Job satisfaction describes how content an individual is with his or her job. It is a

relatively recent term since in previous centuries the jobs available to a particular person

were often predetermined by the occupation of that person‟s parent. There are a variety of

factors that can influence a person‟s level of job satisfaction. Some of these factors

include the level of pay and benefits, the perceived fairness o the promotion system

within a company, the quality of the working conditions, leadership and social

relationships, the job itself (the variety of tasks involved, the interest and challenge the

job generates, and the clarity of the job description/requirements).

The happier people are within their job, the more satisfied they are said to be. Job

satisfaction is not the same as motivation, although it is clearly linked. Job design aims to

enhance job satisfaction and performance methods include job rotation, job enlargement

and job enrichment. Other influences on satisfaction include the management style and

culture, employee involvement, empowerment and autonomous workgroups. Job

satisfaction is a very important attribute which is frequently measured by organizations.

The most common way of measurement is the use of rating scales where employees

report their reactions to their jobs. Questions relate to relate of pay, work responsibilities,

variety of tasks, promotional opportunities the work itself and co-workers. Some

questioners ask yes or no questions while others ask to rate satisfaction on 1 – 5 scale

9where 1 represents “not all satisfied” and 5 represents “extremely satisfied”).

Definitions

Job satisfaction has been defined as a pleasurable emotional state resulting from the

appraisal of one‟s job; an affective reaction to one‟s job; and an attitude towards one‟s

job. Weiss (2007) has argued that job satisfaction is an attitude but points out that

researchers should clearly distinguish the objects of cognitive evaluation which are affect

(emotion), beliefs and behaviors. This definition suggests that we from attitudes towards

our jobs by taking into account our feelings, our beliefs, and our behaviors.



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Affect Theory

Edwin A. Lockes Range of Affect Theory (1976) is arguably the most famous job

satisfaction model. The main premises of this theory is that satisfaction is determined by

a discrepancy between what one wants in a job and what one has in a job. Further, the

theory states that how much one values a given facet of work (e.e. the degree of

autonomy in a position) moderates how satisfied/dissatisfied one becomes when

expectations are/are not met. When a person values a particular facet of a job, his

satisfaction is more greatly impacted both positively (when expectations are met) and

negatively (when expectations are not met), compared to one who does not value that

facet. To illustrate, if Employee A values autonomy in the workplace and Employee B is

indifferent about autonomy, then Employee A would be more satisfied in a position that

offers a high degree of autonomy compared to Employee B. this theory also states thattoo much of a particular facet will produces stronger feelings of dissatisfaction the more a

worker values that facet.

Dispositional Theory

Another well known job satisfaction theory is the Dispositional Theory. It is a very

general theory that suggests that people have innate dispositions that cause them to have

tendencies toward a certain level of satisfaction, regardless of one‟s job. This approach

became a notable explanation of job satisfaction in light evidence that job satisfaction

tends to be stable over time and across careers and jobs. Research also indicates thatidentical twins have similar levels of job satisfaction.

A significant model that narrowed the scope of the Dispositional Theory was the core

Self-evaluations Model, proposed by Timorthy A. Judge in 1998. Judge argued that there

are four Core Self-evaluations that determine one‟s disposition towards job satisfaction:

self-esteem, general self-efficacy, locus of control, and neuroticism. This model states

that higher levels of self-esteem (the value one places on his self) and general self-

efficacy (the belief in one‟s own competence) lead to higher work satisfaction. Having an

internal locus of control (believing one has control over her/his own life, as opposed to

outside forces having control) leads to higher job satisfaction. Finally, lower levels of

neuroticism lead to higher job satisfaction.



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Two – Factor Theory (Motivation – Hygiene Theory)

Fredrick Herzberg‟s Two factor theory (also known as Motivator Hygiene Theory)

attempts to explain satisfaction and motivation in the workplace. This theory states that

satisfaction and dissatisfaction are driven by different factors motivation and hygiene

factors, respectively. Motivating factors are those aspects of the job that make people

want o perform, and provide people with satisfaction. These motivating factors are

considered to be intrinsic to the job, or the work carried out. Motivating factors include

aspects of the working environment such as pay, company policies, supervisory practices,

and other working conditions. While Herzberg‟s model has stimulated much research,

researchers have been unable to reliably empirically prove the model, with Hackman &

Oldham suggesting that Herzberg‟s original formulation of the model may have been a

methodological artifact. Furthermore, the theory does not consider individual differences,

conversely predicting all employees will react in an identical manner to changes in

motivating/hygiene factors. Finally, the model has been criticised in that it does notspecify how motivating/hygiene factors are to be measured.

Measuring Job Satisfaction

There are many methods for measuring job satisfaction. By far, the most common

method for collecting data regarding job satisfacting is the Likert scale (named after

Rensis Likert). Other less common methods of for gauging job satisfaction include:

Yes/No questions, True/False questions, point systems, checklist, forced choice answers.

The Job Descriptive Index (JDI), created by smith, Kendall, & Hulin (1969), job

satisfaction that has been widely used. It measures one‟s satisfaction in five facets: pay,promotions and opportunities, coworkers, supervision, and the work itself. The scale is

simple, participants answer either yes, no, or decide in response to whether given

statements accurately describe one job. The Job in General Index is an overall

measurement of job satisfaction. It was an improvement to the job Descriptive Index

because the JDI focused too much on individual facets and not enough on work

satisfaction in general much on individual facets and not enough on work satisfaction in

general

.



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SECTION-3

ORGANISATION PROFILE



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INDUSTRY PROFILE:

Retail in India:

Indian retail business values at around US$ 550 billion as of now and about four per cent of itaccounts for the organized sector. A report by Boston Consulting Group (BCG) has revealed thatthe country's organized retail is estimated at US$ 28 billion with around 7 per cent penetration. Itis projected to become a US$ 260 billion business over the next decade with around 21 per centpenetration.

Another report by Business Monitor International (BMI) suggests that enhancing middle and

upper class consumer base has set vast opportunities in India's tier-II & tier-III cities. The greateravailability of personal credit, improved mobility, better tourism et al, are all small, butsignificant contributors to the growth of Indian retail industry. Also, more and more companiesare willing to invest in India due to significant growth forecasts on gross domestic product(GDP) (BMI predicts average annual GDP growth of 7.6 per cent through 2015).

Luxury Retail Soars High

Without wasting any time to react on the Indian Government's decision of allowing 100 per centforeign direct investment (FDI) in single-brand retail, luxury brand retailers have announcedtheir expansion plans in Indian markets. Brands like Virtue, Christian Loubotin, Armani Junior,

among others, will open their exclusive stores at DLF Emporio in early 2012, while brands likeVan Laack and Diesel Black Gold will commence their operations by January 2012 itself.

A report by CII-AT Kearney revealed that Luxury brands market in India grew at a healthy 20per cent during 2010 reaching a size of US$ 5.8 billion. It further stated that the Indian luxurymarket stood at a value of US$ 4.76 billion in 2009 and is anticipated to be worth US$ 14.7billion by 2015.

Where on one hand the luxury electronics and car segments registered a growth of over 35 percent, fine dining grew by almost 40 per cent in 2010. Apparel and accessories, watches andpersonal care witnessed a substantial growth rate, between 24-30 per cent.

Similarly, India has surpassed the US to become the third largest men's luxury jewellery marketin the world in 2011, stated the researcher Euromonitor International. The researcher's studyprojected Indian men's jewellery market at Rs 954 crore (US$ 183.76 million) in terms of salesand made an anticipation for it to grow 36.4 per cent in 2012.

Retail: Major Developments and Investments



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After the US, Germany has also come up in full support of FDI in retail in India. Metro AG, oneof the prominent German retail chains, has shown intentions to venture in Indian markets alongwith US' Wal-Mart and France's Carrefour.

Cumulative FDI inflows in single-brand retail trading during April 2000 to September 2011

stood at US$ 44.45 million, according to the Department of Industrial Policy and Promotion(DIPP).

Certain developments and investments that took place on the Indian retail canvas recently arediscussed below-

Real estate major DLF's subsidiary DLF Brands has struck a deal with Chicago-basedClaire's Stores Inc to bring the latter to India and open its 75 stores over 2011-16. Claire'sis a specialty retailer which targets young girls through over 3,000 stores globally.

French retail chain, Carrefour is on an expansion spree in India wherein it is about tofinalise lease deals across 10 to 12 sites in the country to open cash-and-carry (wholesale)

outlets. The world's largest retailer Wal-Mart will open an innovation lab in Bengaluru by the end

of 2011. The lab would be tasked to drive the US$ 422-billion company's next generationinnovations that impact shopping behavior among the customers.

US fast moving consumer good (FMCG) giant McCormick, that has recently formed a joint venture (JV) with Indian basmati rice brand Kohinoor Foods, intends to tap Indianpackaged food industry and achieve sales of US$ 85 million in the first year of operationsin the country.

FMCG firm GSK Consumer Healthcare (GSKCH) has made a debut into Indian breakfastcereal market by launching oats cereal under its flagship brand „Horlicks'. The breakfastcereal market in India is currently dominated by PepsiCo and Kellogg's.

Oral and dental hygiene products manufacturer Colgate Palmolive has decided to investRs 200 crore (US$ 38.52 million) to establish a greenfield facility at an upcomingindustrial estate in Sanand which is being developed by state-run Gujarat IndustrialDevelopment Corporation (GIDC).

Retailing over Internet

Indian retailers and consumer durables companies are joining the web bandwagon with India'sonline shopping industry registering phenomenal growth of almost 100 per cent annually. Indiahas more than 100 million internet users, out of which around half of them are up for onlinepurchases and the statistics is growing every year, says Google. Furthermore, the Indian online

retail industry would register annual growth rate of 35 per cent to increase from current size of Rs 2, 000 crore (US$ 385 million) to Rs 7,000 crore (US$ 1.35 billion) by 2015, according to aleading industry body.

The US$ 10 billion Indian e-commerce market is expanding exponentially (it grew 47 per cent in2011 to reach the present size) as rising internet penetration is making customers buy more andmore stuff online. Investors are also betting high in the industry; they poured around US$ 200million into Indian e-commerce start-ups in last couple of years.



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Retail brands are expected to bring a great transformation in online space. Women's apparelretail brand Biba and tyre brand Bridgestone have become available online recently. Internet andMobile Association of India (IAMAI) expects online advertising to increase by 30-40 per cent in2011-12 on back of increased internet usage by retailers.

Government Initiatives

Finally paving way for foreign retailers like Wal-Mart, Tesco and Carrefour to open independentretail stores in India, the Government has initiated steps towards allowing 51 per cent FDI inmulti-brand retail and raising FDI limit in single brand retail from 51 per cent to 100 per cent.

Road Ahead

The BMI India Retail Report for the first quarter of 2012 released forecasts that the total retailsales will grow from US$ 422.09 billion in 2011 to US$ 825.46 billion by 2015. The reporthighlights strong underlying economic growth, population expansion, increasing disposable

income and rapid emergence of organised retail infrastructure as major factors behind theforecast growth.

The report further predicts that sales through mass grocery retail (MGR) outlets will increase by219 per cent to reach US$ 28.14 billion by 2015 while automotive sales would swell by almost44.8 per cent from 3.6 million units in 2011 to 5.21 million units in 2015. Consumer electronicsales are estimated at US$ 29.44 billion in 2011, with over-the-counter (OTC) pharmaceuticalsales at US$ 3.03 billion.

On the similar lines, global consultancy firm PricewaterhouseCoopers expects Indian retailsector to be worth US$ 900 by 2014 in its report „Strong and Steady 2011'.



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COMPANY OVERVIEW

Pantaloon Retail (India) Limited, is a large Indian retailer, part of the Future Group, and

operates in multiple retail formats in both, value and lifestyle, segments of the Indian consumer

market. Headquartered in Mumbai, the company has over 1,000 stores across 71 cities in India

and employs over 30,000 people,[2] and as of 2010, it was the country's largest listed retailer by

market capitalization and revenue.[3]

the company separated its discount store business, which includes the Big Bazaarhypermarket

and the Food Bazaar supermarket businesses, into Future Value Retail Ltd., its wholly owned

subsidiary, so that the company may be listed independently.[3][4]

The company‟s brands include Pantaloons, a chain of f ashion outlets, Big Bazaar,

ahypermarket chain, and Food Bazaar, a supermarket chain. Some of the company's other

regional brands include Depot, Shoe Factory, Brand Factory, Blue Sky, aLL, Top 10 and Star

and Sitara.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-

format home solutions store, Collection i, selling home furniture products and E-Zone focussed

on catering to the consumer electronics segment.

http://en.wikipedia.org/wiki/Future_Group



http://en.wikipedia.org/wiki/Mumbai



http://en.wikipedia.org/wiki/Pantaloon_Retail_India#cite_note-1



http://en.wikipedia.org/wiki/Pantaloon_Retail_India#cite_note-wa-2



http://en.wikipedia.org/wiki/Big_Bazaar


http://en.wikipedia.org/wiki/Food_Bazaar






http://en.wikipedia.org/wiki/Hypermarket


http://en.wikipedia.org/wiki/Brand_Factory















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As India‟s leading retailer, Pantaloon Retail inspires trust through innovative offerings, quality

products and affordable prices that help customers achieve a better quality of life every day. We

serve customers in 85 cities and 60 rural locations across the country through over 15 million

square feet of retail space.

Pantaloon Retail is the flagship company of Future Group, India‟s retail pioneer catering to the

entire Indian consumption space. Through multiple retail formats, we connect a diverse and

passionate community of Indian buyers, sellers and businesses. The collective impact on

business is staggering: Around 220 million customers walk into our stores each year and choose

products and services supplied by over 30,000 small, medium and large entrepreneurs and

manufacturers from across India. This number is set to grow.

Our other formats include Brand Factory, Ethnicity, Planet Sports, aLL and more.

As modern retail drives fresh demand and consumption in new categories, our strategy is based

on a deep understanding of Indian consumers the products they want, and making these products

available in every city in every store format. We are in line with our broad objective of being a

catalyst in India‟s consumption-led growth and being a positive agent of change in the

communities we serve.

THE LINE OF BUSINESS

The company is present across several lines of business which have various formats (stores)

Plywood, The Dollar Store (JV)

Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, Big

Bazaar, Lee Cooper (JV)

General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture

Bazaar, KB'S FAIR PRICE, Food Rite

Electronics - eZone, Electronic Bazzaar, STAPLES (JV)

Home Improvement - Home Town

Furniture - Collection i, Furniture Bazaar, Home Bazaar

http://en.wikipedia.org/wiki/Pantaloons






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E-tailing (online shopping) - www.futurebazaar.com

Books and music - Depot

Leisure and entertainment - Bowling Co., F123, TGIF (Thank God it's Friday!)

Wellness - Star & Sitara, Tulsi

Telecom and IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom, T 24, One Mobile

(in alliance with TATA Teleservices)

Consumer durables - Koryo, Sensei, IPAQ

Service - E Care, H Care , Design & Service

Malls - Central (Bangalore, Hyderabad, Pune, Mumbai,Kochi, Vadodara, Gurgaon, Indore,

Ahmedabad, Thane)

Investment and savings - Insurance: ULIP, Pension, Endowment, etc.

THE COMPANY TIME LINE

1987 Company incorporated as Manz Wear Private Limited, launch of Pantaloons trouser,

India’s first formal trouser brand

1992 An initial public offer (IPO) was made in the month of May.

1997 Pantaloons, India’s family store, launched in Kolkata.

2001 Big Bazaar, Is se sasta aur accha kahi nahin , India’s first hypermarket chain,

launched. 2002 Food Bazaar, the supermarket chain, is launched.

2007 Future Group crosses the $1 billion turnover mark.

http://www.futurebazaar.com/










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Future Group

Future Group was founded on a simple idea: Rewrite rules, retain values. This fundamental

belief created a new kind of marketplace, forever transforming Indian retail. Today our core

values continue to guide how we do business and improve the quality of life of the people we

serve.

At Future Group we are committed to being a catalyst of positive change in the communities,

societies and business sectors in which we operate. We envision India‟s transformation into the

legendary 'Sone Ki Chidiya' (golden bird), taking wings once again to reach greater heights.

We take pride in our Indianness. Our belief in inclusiveness for long-term sustainable growth

and economic prosperity evokes trust among consumers, employees, suppliers, partners,

shareholders and the community.

MISSION

We share the vision and belief that our customers and stakeholders shall be served only by

creating and executing future scenarios in the consumption space leading to economic

development.

We will be the trendsetters in evolving delivery formats, creating retail realty, making

consumption affordable for all customer segments – for classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility and united determination shall be

the driving force to make us successful.

VALUES

Indianness: Confidence in ourselves.

Leadership: To be a leader, both in thought and business.

Respect & Humility: To respect every individual and be humble in our conduct.

Introspection: Leading to purposeful thinking.

Openness: To be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: To build long term relationships.

Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

Adaptability: To be flexible and adaptable, to meet challenges.



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Flow: To respect and understand the universal laws of nature.

Winning the Hearts of Indian Consumers

Future Group was conceived as a force to drive domestic consumption and capture every

addressable need of Indian consumers.

Future Group makes every effort to delight its customers, tailoring store formats to changing

Indian lifestyles and adapting products and services to their desires.

We operate some of India‟s most popular retail formats. Across value and lifestyle segments, our

multi-format retail strategy caters to the complete consumption needs of a wide cross-section of

Indian consumers.Lifestyle

Style for Every Occasion

Value

Helping India Save

Home

Building Dreams in a New India

Digital

Connecting the Youth of India

As modern retail drives fresh demand and consumption in new categories, our strategy is based

on a deep understanding of Indian consumers, the products they want, and making these products

available in every city, in every store format. Future Group offers innovative offerings at

affordable prices tailored to the needs of every Indian household.

Pioneers in the India‟s retail space, our formats are household names in more than 85 cities and

60 rural locations across the country

Our stores cover around 15 million square feet of retail space and attract around 220 million

customers each year

Pantaloon Retail (India) Limited focuses on the lifestyle retail segment led by

thePantaloons and Central formats

Future Value Retail focuses on the value retail segment through the Big Bazaar, Food

Bazaar and KB’s Fairprice formats



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:



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Objective of the study

The objective of the study is as follows

To assess the satisfaction level of employees in orient glass pvt ltd.

To identify the factors which influence the job satisfaction of employees.

To identify the factor which improves the satisfaction level of employees.

To know the employee satisfaction towards the facilities.

To offer valuable suggestions to improve the satisfaction level ofemployees.

Scope of the study

This study emphasis in the following scope:

To identify the employees level of satisfaction upon that job.

This study is helpful to that organisation for conducting further research.

It is helpful to identify the employer’s level of satisfaction towards welfare measure.

This study is helpful to the organization for identifying the area of dissatisfaction of jobof the employee

This study helps to make a managerial decision to the company.



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RESEARCH DESIGN

Research Methodology

Research methodology is the systematic way to solve the research problem. It gives an ideaabout various steps adopted by the researcher in a systematic manner with objective to determinevarious manners.

1.3.1 Research Design

A research design is considered as the framework or plan for a study that guides as well as helpsthe data collection and analysis of data. The research design may be exploratory, descriptive andexperimental for the present study.

The descriptive research design is adopted for this project.

1.3.2 Research Approach

The research worker contacted the respondents personally with well prepared sequentiallyarranged questions. The questionnaire is prepared on the basis of objectives of the study. Directcontract is used for survey, i.e., contacting employees directly in order to collect data.

1.3.4 Sample size

The study sample constitutes 100 respondents constituting in the research area.

1.3.5 Sampling Area

The study is conducted in employees of pantaloons store

1.3.6 Sampling Design

The researcher has used probability sampling in which stratified random sampling is used.

1.3.7 Collection of Data

Most of the data collected by the researcher is primary data through personal interview, wherethe researcher and the respondent operate face – to – face.

1.3.8 Research Instrument

The researcher has used a structured questionnaire as a research instrument tool which consistsof open ended questions, multiple choice and dichotomous questions in order to get data. Thus,Questionnaire is the data collection instrument used in the study. All the questions in the



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questionnaire are organized in such a way that elicit all the relevant information that is neededfor the study

1.3.9 Statistical Tools

The statistical tools used for analyzing the data collected are percentage method, chi square, bardiagrams and pie diagrams.

1.3.10 Analysis of Data

The data are collected through survey and books, reports, newspapers and internet etc., thesurvey conducted among the employees of pantaloons . The data collected by the researcher aretabulated and analyzed in such a way to make interpretations.

Various steps, which are required to fulfill the purpose, i.e., editing, coding, and tabulating.Editing refers to separate, correct and modify the collected data.

Coding refers to assigning number or other symbols to each answer for placing them in ategoriesto prepare data for tabulation refers to bring together the similar data in rows and columns andtotaling them in an accurate and meaningful manner The collected data are analyzed andnterrupted using statistical tools and techniques.

1.5 Limitations of the study

the respondents. Hence 100% accuracycan‟t be assured.

researcher could not widenthe study.

personal interviewmethod.

Data Collection Methods:

The Information is collected in a Systematic Procedure in order to analyze and verify the

phenomenon. All the data required for completion of this study has been collected from both

primary and second sources.

Primary sources of data:

To prepare the structured questionnaire, a stratified random sampling technique was used. Along

with the questionnaire, ground and personnel discussions were also made with Consumers to

understand their views on the products of the retail outlets.



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The primary source data are those which are collected afresh and for the first time and thus

happen to be original in character.

Primary data is gathered through questionnaires of Consumers

Secondary sources of data:

Secondary data that has been collected from records, magazines and websites.

Referring standard texts and referred books collected some of the information regarding

theoretical aspects.

This data comprises information from internet records of the organization, textbooks, journals,

literature available.

I acquired information from the people regarding their behavior for buying merchandise from the

retail outlets in the Visakhapatnam city.

Research Approach: Survey Approach

Research Instrument: Questionnaire

Sampling: Simple Random sampling, sample size 100.



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ANALYSIS OF THE STUDY

A studyof Employee job satisfaction in pantaloons Visakhapatnam .

Questionnaire

Name (optional):_________________________________________________________Address a) Residential:___________________________________________________

b) Office:_______________________________________________________

Gender a. Male ( ) b. Female ( )

Table no.1: Number of respondents according to their gender

Gender No. of respondent % percentage

Male 77 77



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Female 23 23

Total 100 100

Graph no 1: showing number of male respondents and number of female respondents

_

Interpretation:

Out of 100 respondents, 77% of the respondents were male, 23% of the respondents were female

From the above analysis it is clear that majority of the respondents were male

(1) strongly agree, (2) agree, (3) neither agree nor disagree, (4) disagree, (5) strongly

disagree.

Table no.2: Age group of the respondents

Age group No. of Respondents % percentage

Below 25 years 28 28

25-40 years 58 58

41-60 years 8 8

Above 60 years 6 6

Total 100 100

77

23

Gender of the respondents

Male

Female



29

Graph no.2: Showing age group of the respondents

Interpretation:

Out of 100 respondents, 58% of the respondents are between the age group of 25-40 years, 28%

of the respondents are below 25 years, 8% of the respondents are between the age group of 41-60

years and only 6% of the respondents are above 60 years of age.

From the above analysis it is clear that majority of the respondents are between the age

group of 25-40 years.

1. Education a. Under graduation ( ) b. Graduate ( ) c. Post graduation( ) d. other (please specify)________________________

Table no.3: Education of the respondents

Education No. of

respondents

% percentage

Under graduate 3 3Graduate 85 85

Post graduate 12 12

Others (please specify) 0 0

Total 100 100

Graph no.3: Showing education level of the respondents

0

10

20

30

40

50

60

Below 25

years

25-40

years

41-60

years

Above 60

years

28

58

86

No. of Respondents

% percentage

Age group of

the respondents



30

_

Interpretation:

Out of 100 respondents, 85% of the respondents are graduate, 12% of the respondents are post

graduate and 3% of the respondents are undergraduate

From the above analysis it is clear that majority of the respondents are under graduate.

2. Occupation a. Student ( ) b. Business man ( ) c. Employee ( ) d. House wife ( ) e. Retired ()

Table no.4: Occupation of the respondents

Occupation No. of respondents % percentage

Student 24 24

Business man 5 5Employee 40 40

Housewife 25 25

Retired 6 6

Total 100 100

Graph no.4: showing occupation of the respondents

0

10

20

30

40

50

60

70

80

90

Under

graduate

Graduate Post graduate

3

85

12

No. of respondents

% percentage

Education level of

the respondent



31

_

Interpretation:

Out of 100 respondents, 40% of the respondents are employees, 25% of the respondents are

housewives, 24% of respondents are students, 6% of the respondents are retired and only 5% of

them were businessman.

From the above analysis it is clear that majority of the respondents are employees.

3. Income per month of the family from all the sourcesa. Less than Rs20, 000/- ( ) b. Rs20, 000/-toRs40, 000/- ( ) c.Rs40,000/-to<Rs60,000/- ( ) d.Rs60, 000/-toRs1, 00,000 ( ) e.Rs1, 00,000/- & above ( )

Table no.5: Income level of the respondents

Income level No. of respondents % percentage

Less than Rs20,000/- 19 19Rs20,000/- to Rs40,000/- 57 57

Rs40,000/-to<Rs60,000/- 15 15

Rs60,000/-toRs1,00,000 6 6

.Rs1,00,000/- & above 3 3

Total 100 100

Graph no.5: showing income level of the respondents

0

5

10

15

20

25

30

35

40

24

5

40

25

6

No. of respondents

% percentage

Occupation of

the respondents



32

_

Interpretation:

Out of 100 respondents, 57% of the respondents income was between Rs20000/- to Rs 40000/- ,

19% of the respondents are below Rs 20000/- of income group, 15% of the respondents are

between Rs 40000/- to Rs<60000/- of income group, 6% of the respondents are between Rs

60000/- to Rs 100000/- of income group, 3% of respondents are higher income group i.e,

Rs10000/- & above.

From the above analysis it is clear that majority of the respondents are between the

income group of Rs20000/- to Rs 40000/-.

4. Marital status a. Married ( ) b. Unmarried ( )

Table no.6: Marital status of the respondents

Marital status No. of respondents % percentage

Married 70 70Unmarried 30 30

Total 100 100

Graph no.6: Showing marital status of the respondents

0

10

20

30

40

50

60

19

57

15

63 No. of respondents

% percentage

Income level of

the res ondents



33

_

Interpretation:

Out of 100 respondents, 70% of the respondents were married and 30% of the respondents of the

respondents are unmarried.

From the above analysis it is clear that majority of the respondents were married

If married what is your Family size (number) a. 1-2 ( ) b. 3-4 ( ) c. 5-6 ( ) d.more than 6 ( )

Table no.7: Family size of the respondents

Family size No. of respondents % percentage

1-2 10 14.3

3-4 50 71.4

5-6 10 14.3

More than 6 0 0

Total 70 100

Graph no.7: Showing family size of the respondents

0 50 100

No. of respondents

% percentage

70

70

30

30

Unmarried

Married

Marital status of the respondents



34

_

Interpretation:

Out of 70 respondents, 71.4% of the respondents mentioned that they family size is 3 to 4, 14.3%

of the respondents mentioned that they family size is 1 to 2, 14.3% of the respondents mentioned

that they family size is 5 to 6, they were no respondents whose family size is more than 6.

From the above analysis it is clear that majority of the respondents family size is 3 to 4.

Is your spouse earning? a. Yes ( ) b .No ( )

Table no.8: No. of respondents with spouse earning

Spouse earning No. of respondents % percentage

Yes 18 25.7

No 52 74.3Total 70 100

Graph no.8: showing no. of respondents with spouse earning

0

10

20

30

40

50

60

70

80

1 to 2 3 to 4 5 to 6 More than

6

14.3

71.4

14.3

0

No. of respondents

% percentage

Family size of the

respondents



35

_

Interpretation:

Out of 70 respondents, 18% of the respondents mentioned that their spouse are earning and

74.3% of respondents mentioned that they spouse are not earning.

From the above analysis it is clear that majority of the respondents spouse are not

earning.

5. Which organized retail outlet do you visit frequently?a. Big Bazaar ( ) b. Spencer‟s Hyper ( ) c. Spencer‟s daily ( ) d. Reliance fresh ( )e. More ( ) f. Others (please specify)___________________________

Table no.9: Retail outlet visited by the respondents

Retail outlet No. of respondents % percentage

Big Bazaar 55 55

Spencer‟s Hyper 7 7

Spencer‟s Daily 24 24

Relaince fresh 8 8

More 6 6

0

10

20

30

40

50

60

70

80

No. of respondents % percentage

18

25.7

52

74.3

Yes

No

No. of respondents with spouse earning



36


Total 100 100

Graph no.9: Showing retail outlet visited by the respondents

_

Interpretation:

Out of 100 respondents, 55% of the respondents mentioned that they visit Big Bazaar frequently,

24% of the respondents mentioned that they vis it Spencer‟s daily frequently, 8% of the

respondents mentioned that they visit Reliance fresh frequently, 7% of the respondents

mentioned that they visit Spencer‟s Hyper frequently, 6% of the respondents mentioned that they

visit More frequently.

From the above analysis it is clear that majority of the respondents visit Big Bazaar

frequently.

Since how long you are been visiting the outlet?

a. Less than 1 year ( ) b.1yr-2yrs ( ) c.2yrs-4yrs ( ) d.4yrs-6yrs ( ) e. above 6yrs ( )

Table no.10: years of visiting by the respondents to the retail outlet

Visiting the outlet No. of respondents % percentage

Less than 1 year 22 22

1 year – 2 years 52 52

2 years – 4 years 20 20

4 years – 6 years 5 5

Above 6 years 1 1

0

10

20

30

40

50

60 55

7

24

8 60

No. of respondents

% percentage

Retail outlet visited by

the respondents



37

Total 100 100

Graph no.10: Showing years of visiting by the respondents to the retail outlet

_

Interpretation:

Out of 100 respondents, 52% of the respondents mentioned that they were visiting the outlet

from 1 year to 2 year, 22% of the respondents mentioned that they were visiting the outlet less

than 1 year, 20% of the respondents mentioned that they were visiting the outlet from 2 years to

4 years, 5% of the respondents mentioned that they were visiting the outlet from 4 years to 6years, 1% of the respondents mentioned that they were visiting the outlet more than 6 years.

From the above analysis it is clear that majority of the respondents were visiting the

selected retail outlet from 1 year to 2 years.

6. How did you come to know about the outlet visited?a. Advertisement & publicity ( ) b. Friends & family ( ) c. Word of mouth ( ) d.Others (please specify)____________________________

Table no.11: how did the respondent come to know about the visited outlet

Respondent come to know

about the visited outlet


Advertisement & publicity 88 88

Friends & family 11 11

Word of mouth 1 1

22

52

20

5 1

Visiting the outlet (years)

Less than 1 year

1 year – 2 years

2 years – 4 years

4 years – 6 years

Above 6 years



38


Total 100 100

Graph no.11: showing that the respondent comes to know about the visited outlet

_

Interpretation:

Out of 100 respondents, 88% of the respondents mentioned that they come to know about the

outlet visited through Advertisement & publicity, 11% of them mentioned that they come to

know about the outlet visited through friends & family, 1% mentioned that they come to know

about the visited outlet through word of mouth.

From the above analysis it is clear that majority of the respondents come to know about

the visited outlet through Advertisement & publicity.

7. Your preferential time to visit the outlet?a. 10am-1pm ( ) b.1pm-3pm ( ) c.3pm-6pm ( ) d.6pm-10pm ( ) e. other pleasespecify_______

Table no.12: Respondents preferential time to visit the outlet

Preferential time to visit the

outlet


10am-1pm 5 5

1pm-3pm 4 4

0

20

40

60

80

100 88

111 0 No. of respondents

% percentage



39

3pm-6pm 21 21

6pm-10pm 70 70

Others please specify 0 0

Total 100 100

Graph no.12: showing preferential time of the respondents to visit the outlet

_

Interpretation:

Out of 100 respondents, 70% of the respondents prefer to visit the outlet between 6pm to 10pm,

21% of the respondents prefer to visit the outlet between 3pm to 6pm, 5% of the respondents

prefer to visit the outlet between 10am to 1pm, 4% of the respondents prefer to visit the outlet

between 1pm to 3pm.

From the above analysis it is clear that majority of the respondents prefer to visit the

outlet between 6pm to 10pm.

8. When do you prefer to shop?

a. First week days of month ( ) b. Holidays and Festival days ( ) c. Fresh arrivals ( )d .Discounts & offers ( ) e. As and when required ( ) f. Any other (pleasespecify)__________________

Table no.13: Respondents preference to shop

Preference to shop No. of respondents % percentage

First week days of month 66 66

0

10

20

30

40

50

60

70

5 4

21

70

0

No. of respondents

% percentage

Preferential time to

visit the outlet



40

Holidays and Festival days 16 16

Fresh arrivals 9 9

Discounts & offers 9 9

As and when required 0 0

Any other (please specify) 0 0

Total 100 100

Graph no.13: Showing respondents preference to shop

_

Interpretation:

Out of 100 respondents, 66% of the respondents prefer to shop in the first week of the month,

16% of the respondents mentioned that they prefer to shop on holidays & festival days, 9% of the

respondents mentioned that they prefer to shop when fresh stock arrives, 9% of the respondents

mentioned that they prefer to shop when there are discount offers.

From the above analysis it is clear that majority of the respondents prefer to shop in the

first week of the month.

9. Shopping companion for buying on most of the occasions.

a. Family (spouse/children) ( ) b. Friends ( ) c. Colleagues ( ) d. Relatives ( ) e.others (please specify)_______________________

Table no.14: Respondent’s shopping companion for buying

Shopping campanion No. of respondents % percentage

Family (spouse/children) 72 72

Friends 24 24

0

10

20

30

40

50

60

70

First

week

days of

month

Holidays

and

Festival

days

Fresh

arrivals

Discounts

& offers

As and

when

required

Any other

(please

specify)

66

16

9 9

0 0

No. of respondents

% percentage

Respondents preference to shop



41

Colleagues 2 2

Relatives 2 2

others (please specify) 0 0

Total 100 100

Graph no.14: showing respondent’s shopping companion for buying

_

Interpretation:

Out of 100 respondents, 72% of the respondents mentioned that they shopping companion for

buying is family (spouse/children), 24% of the respondents mentioned that they shopping

companion for buying are friends, 2% of the respondents mentioned that they shopping

companion for buying are colleagues, 2% of the respondents mentioned that they shopping

companion for buying are relatives.

From the above analysis it is clear that majority of the respondents shopping companion

is family (spouse/children).

10. How do you receive information about fresh arrivals/discount offers etc?

a. News paper advertisement ( ) b. Television ads ( ) c. Personal letters ( ) d.others(please specify) ____________________________

Table no.15: Respondents get information about fresh arrivals/discount offers

Information about fresharrivals/discount offers


News paper advertisement 90 90

0

10

20

30

40

50

60

70

80 72

24

2 20

No. of respondents

% percentage

Shopping companion



42

Television ads 8 8

Personal letters 2 2

others(please specify) 0 0

Total 100 100

Graph no.15: Showing respondents get information about fresh arrivals/discount offers

_

Interpretation:

Out of 100 respondents, 90% of the respondents mentioned that they get information about fresh

arrivals/discount offers through news paper advertisement, 8 % of the respondents mentioned

that they get information about fresh arrivals/discount offers through Television ads, 2% of the

respondents mentioned that they get information about fresh arrivals/discount offers through

Personal letters.

From the above analysis it is clear that majority of the respondents get information about

fresh arrivals/discount offers through News paper advertisement.

11. Are you aware of special day marketing promotion?a. Yes ( ) b. No ( )

Table no.16: awareness of special day marketing promotions to the respondents

Awareness of special day

marketing promotions


yes 63 63

0

10

20

30

40

50

60

70

80

90

News paper

advertisement

Television ads Personal

letters

others(please

specify)

90

82 0

No. of respondents

% percentage

Information about fresh

arrivals/discount offers



43

No 37 37

Total 100 100

Graph no.16: Respondents awareness to special day marketing promotions

_

Interpretation:

Out of 100 respondents, 63% of the respondents mentioned that they were aware of special day

marketing promotion and 37% of respondents mentioned that they were not aware of special day

marketing promotion.

From the above analysis it is clear that majority of the respondents were aware of special

marketing promotion.

12. Are you aware of special marketing efforts initiated by the retail outlet to attract moreconsumers?

a. Loyality cards ( ) b. Discount coupons ( ) c. Insurance coverage ( ) d. others(please specify)________________________

Table no.17: respondents awareness of special marketing efforts initiated by retail outlet to

attract more customers

Marketing efforts initiated No. of respondents % percentage

0

10

20

30

40

50

60

70


37 37

63 63

yes

No



44

by the retail outlet

Loyality cards 79 79

Discount coupons 18 18

Insurance coverage 3 3

others(please specify) 0 0

Total 100 100

Graph no.17: respondents awareness of special marketing efforts initiated by retail outlet to

attract more customer

_

Interpretation:

Out of 100 respondents, 79% of the respondents were aware of Loyality card a special marketingefforts initiated by retail outlet to attract more customer, 18% of respondents were aware of discount coupons a special marketing efforts initiated by retail outlet to attract more customer,3% of respondents were aware of Insurance coverage a special marketing efforts initiated byretail outlet to attract more customer.

From the above analysis it is clear that majority of the respondents were aware of

Loyality card a special marketing efforts initiated by retail outlet to attract more customer.

13. Time per visit you spend in the selected outlet?

a. Less than 1/2hr ( ) b.1/2hr-1hr ( ) c.1hr-2hrs ( ) d.More than 2hrs ( )

Table no.18: Time spend per visit by the respondent .

Time per visit No. of respondents % respondents

Less than 1/2hr 5 5

1/2hr-1hr 59 59

1hr-2hrs 34 34

0

20

40

60

80

Loyality cards Discount

coupons

Insurance

coverage

others(please

specify)

79

18

3 0

No. of respondents

% percentage



45

More than 2hrs 2 2

Total 100 100

Graph no.18: Showing time spend per visit by the respondent.

Interpretation:

Out of 100 respondents, 59% of the respondents mentioned that they spend half an hour to one

hour in the retail outlet per visit, 34% of the respondents mentioned that they spend one to two

hours in the retail outlet per visit,5 % of the respondents mentioned that they spend less than half

an hour in the retail outlet per visit, 2% of the respondents mentioned that they spend more than

two hours in the retail outlet per visit.

From the above analysis it is clear that majority of the respondents spend half an hour to

one hour in the retail outlet per visit

14. Does the store ambience influence you to stay for extra time?

a. Yes ( ) b. No ( )

Table no.19: store ambience influence the respondent to stay for extra time in the visited outlet

Influence of store ambience No. of respondents % percentage

Yes 75 75

No 25 25

Total 100 100

0

10

20

30

40

50

60

Less than

1/2hr

1/2hr-1hr 1hr-2hrs More than

2hrs

5

59

34

2

No. of respondents

% respondents

Time spend per visit



46

Graph no.19: store ambience influence the respondent to stay for extra time in the visited outlet

Interpretation:

Out of 100 respondents, 75% of the respondents mentioned that the store ambience influence the

respondent to stay for extra time in the visited outlet, 25% of the respondent mentioned that the

store ambience influence the respondent to stay for extra time in the visited outlet.

From the above analysis it is clear that majority of the respondents are influenced by the

store ambience to spend extra time in the visited outlet.

15. What factors influence your buying selection in the retail outlet?(please rank in case of more

than one) a. Availability of range ( ) b. Price ( )c. Quality ( ) d. Brand name ( ) e. Discount & offers ( ) f. Packaging ( ) g. Sale‟s

persons recommendation ( ) h. Easy availability of spares ( ) i. others__________

Table no.20: Factors influencing buying selection in the retail outlet

Factors influencing buying selection No. of respondents % percentage

Avalibility of range 12 12

0

10

20

30

40

50

60

70

80


75 75

25 25

Yes

No

Store ambience influence the respondent to spend extra

time in the visited outlet



47

Price 5 5

Quality 16 16

Brand name 15 15

Discount & offers 52 52

Packaging 0 0

Salespersons recommendation 0 0Easy avalibility of spares 0 0

others 0 0

Total 100 100

Graph no.20: showing factors influencing buying selection in the retail outlet

Interpretation:

Out of 100 respondents, 52% of the respondents mentioned that discount offers influence their

buying selection in the retail outlet, 16% of the respondents mentioned that quality influence

their buying selection in the retail outlet, 15% of the respondents mentioned that Brand name

influence their buying selection in the retail outlet, 12% of the respondents mentioned that

availability of range influence their buying selection in the retail outlet, 5% of the respondents

mentioned that price influence their buying selection in the retail outlet. Respondents were not

influenced by the packaging, sale‟s persons recommendation and easy availability of spares.

From the above analysis it is clear that majority of the respondents were influenced by

the discount offers in the retail outlet.

15. Do you resort to impulse buying without preplan)?a. Always ( ) b. Sometimes ( ) c. Never ( )

Table no.21: Respondents resortment to impulse buying

Impulse buying No. of respondents % percentage

Always 10 10

Sometimes 43 43

0

20

40

60

12

5

16 15

52

0 0 0 0

No. of respondents

% percentage



48

Never 47 47

Total 100 100

Graph no.21: showing respondents resortment to impulse buying

Interpretation:

Out of 100 respondents, 47% of the respondents mentioned that they never resort to impulse

buying, 43% of the respondents mentioned that they sometimes resort to impulse buying, 10% of

the respondents mentioned that they always resort to impulse buying.

From the above analysis it is clear that majority of the respondents never resort to

impulse buying

16. What factors influence impulse buying?(please rank in case of more than one)?

a. Discounts & offers ( ) b.New arrivals ( ) c.Influence of family ( ) d.Influence of

sales person ( ) e.others (please specify) _______________________

Table no.22: factors influencing respondent to impulse buying

Factors influencing impulse No. of respondents % percentage

0

5

10

1520

25

30

35

40

45

50

Always Sometimes Never

10

43

47

No. of respondents

% percentage

Respondents resortment to impulse buying



49

buying

Discounts & offers 23 43.4

New arrivals 24 45.3

Influence of family 4 7.6

Influence of sales person 2 3.7

others (please specify) 0 0Total 53 100

Graph no.22: showing factors influencing respondent to impulse buying

Interpretation:

Out of 100 respondents, 45.3% of the respondents mentioned that new arrivals influence them to

impulse buying, 43.4% of the respondents mentioned that discounts & offers influence them to

impulse buying, 7.6% of the respondents mentioned that influence of family resort them to

impulse buying, 3.7% of the respondents mentioned that influence of sales person resort them to

impulse buying

From the above analysis it is clear that majority of the respondents resort to impulse

buying when new arrivals are available in the outlet

17. Prioritize discount offers which influence your buying?

a. Combo offers (product offers) ( ) b. Price discount ( ) c. Free bies ( ) d.

Extra product ( ) e. Gifts ( ) f. Others (please

specify)_____________________________

Table no.23: Respondents prioritize discount offers which influence their buying

05

101520

253035404550

23 24

4 2 0

43.4 45.3

7.63.7

0No. of respondents

% percentage

Factors influencing respondents

to impulse buying



50

Prioritize discount offers No. of respondents % percentage

Combo offers (product offers) 60 60

Price discount 22 22

Free bies 4 4

Extra product 13 13

Gifts 1 1Others (please specify) 0 0

Tottal 100 100

Graph no.23: Showing respondents prioritize discount offers which influence their buying

Interpretation:

Out of 100 respondents, 60% of the respondents prioritize combo offers (product offers)

influence their buying, 22% of respondents prioritize price discount influence their buying, 13%

of respondents prioritize extra product influence their buying, 4% of respondents prioritize free

bies influence their buying, 1% of respondents prioritize gifts influence their buying behavior.

From the above analysis it is clear that majority of the respondents prioritize combo

offers (product offers) influence their buying.

18. Do you give preference to the own brand products of the outlet?

a. Yes ( ) b. No ( )

Table no.24: Respondents preference to own brand products of the outlet

Preference to own brand of

the outlet


Yes 40 40

0

20

40

60

Combo

offers

(product

offers)

Price

discount

Free bies Extra

product

Gifts Others

(please

specify)

60

22

4

13

1 0

No. of respondents

% percentage



51

No 60 60

Total 100 100

Graph no.24: Showing Respondents preference to own brand products of the outlet

_

Interpretation:

Out of 100 respondents, 40% of the respondents mentioned that they give preference to own

brand products of the outlet, 60% of the respondents mentioned that they do not give preference

to own brand products of the outlet.

From the above analysis it is clear that majority of the respondents do not give preference

to own brand products of the retail outlet.

19. If yes why?

a. Price ( ) b.Quality ( ) c.Discount ( ) d.Product features ( )

Table no.25: Factors influencing respondents preference to own brand products of the retail

outlet

Reason for preferring own No. of respondents % percentage

0

10

20

30

40

50

60


40 40

60 60

Yes

No

Respondents preference to own brand products of the retail outlet



52

brand of the outlet

Price 7 7

Quality 10 10

Discount 18 18

Product features 5 5

Total 40 40Graph no.25: Showing factors influencing respondents preference to own brand products of the

retail outlet

Interpretation:

Out of 100 respondents, 18% of the respondents mentioned that discounts influence them to

prefer own brand products of the retail outlet, 10% of the respondents mentioned that quality

influence them to prefer own brand products of the retail outlet, 7% of the respondents

mentioned that price influence them to prefer own brand products of the retail outlet, 5% of the

respondents mentioned that product features influence them to prefer own brand products of the

retail outlet

From the above analysis it is clear that majority of the respondents are influenced by

discounts to prefer own brand products of the retail outlet.

20. Do you take sales persons assistance while picking up the merchandise ?

a.Yes ( ) b. No ( ) c.Sometimes ( )

Table no.26: respondents taking assistance from sales person while picking up the merchandise

Sales persons assistance No. of respondents % percentage

Yes 6 6

0

5

10

15

20

Price Quality Discount Product

features

7

10

18

5

No. of respondents

% percentage

Factors influening respondents preference to own brand

products of the retail outlet



53

No 3 3

Sometimes 91 91

Total 100 100

Graph no.26: Showing respondents taking assistance from sales person while picking up themerchandise

Interpretation:

Out of 100 respondents, 91% of the respondents mentioned that they take sales persons

assistance only sometimes while picking up the merchandise, 6% of them mentioned yes that

they take sales persons assistance while picking up the merchandise, 3% mentioned that they

never took sales persons assistance while picking up the merchandise

From the above analysis it is clear that majority of the respondents take sales persons

assistance only sometimes while picking up the merchandise.

21. Will you buy for?

a. Present requirement ( ) b. Future requirement ( ) c. Both ( )

Table no.27: Respondents buy for present/future/both requirement

Will you buy for No. o respondents % percentage

0

20

40

60

80

100

Yes No Sometimes

6 3

91

No. of respondents

% percentage

Sales person assistance



54

Present requirement 92 92

Future requirement 2 2

Both 6 6

Total 100 100

Graph no.27: Showing respondents buying pattern

Interpretation:

Out of 100 respondents, 92% of the respondents mentioned that they buy for present

requirement, 6% of them mentioned that they buy for present & future requirement, 2%

mentioned that they buy for future requirement.

From the above analysis it is clear that majority of the respondents buy for present

requirement

22. How much you buy per month?

a.<Rs 1000 ( ) b.Rs1000-Rs<2000 ( ) c.Rs2000-Rs<5000 ( ) d.Rs5000 & above ( )

Table no.28: Respondents purchase per month from the retail outlet

0

20

40

60

80

100 92

26

No. o respondents

% percentage

Respondent buying behavior



55

Purchase per month No. of respondents % percentage

.<Rs 1000 4 4

Rs1000-Rs<2000 29 29

Rs2000-Rs<5000 66 66

Rs5000 & above 1 1

Total 100 100

Graph no.28: Showing respondents purchase per month from the retail outlet

Interpretation:

Out of 100 respondents, 66% of the respondents mentioned that they spend Rs2000-Rs <5000,

29% of them mentioned that they spend Rs1000-Rs<2000, 4% mentioned that they spend

Rs<1000 and 1% mentioned that they spend Rs5000 & above.

From the above analysis it is clear that majority of the respondents spend Rs2000-

Rs<5000 per month.

0

20

40

60

80

4

29

66

1

No. of respondents

% percentage

Respondents purchase per month



56

FINDINGS, SUGGESTIONS

AND CONCLUSION

FINDINGS

The study undertaken has highlighted certain facts. They are



57

1. From the above analysis majority of respondents visit Big Bazaar organized retail outlet

frequently in the Visakhapatnam city.

2. The customers spend 1/2hr to 1 hr in the retail outlet they visit

3. Customer‟s come to know through advertisements & publicity about the Retail outletwhich they visit frequently in the Visakhapatnam city

4. Most of the Customer‟s preferential time to visit the selected retail outlet is first week of

the month & 6pm-10pm in the evening

5. Shopping companion for buying on most of the occasions were family members and

majority said that they family size is 3-4 members, so each and every member in the

family have individual decision in buying the merchandise.

6. Most of the customers receive information about fresh arrival/discount coupons through

news paper advertisement

7. Most of the customers were aware of loyalty cars a special marketing effort initiated by

the retail outlet they visit in the Visakhapatnam city.

8. The important factors that influence the purchase decisions of consumer are Discounts,

Quality, Brand name, Availability of range, Price etc in the organized retail outlet which

they visit in Visakhapatnam city.

9. Besides the factors mentioned above the other important factors that Influence the

purchase decisions were found to be store ambience.

10. Sometimes New arrivals/ Discount offers influence the customers to impulse buying in

the retail outlet which they visit in the Visakhapatnam city.

11. Most of the customers prioritize discount offers which influence their buying were combo

offer (product offer).12. Few customers buy the own brand products of the retail outlet which they visit in the

Visakhapatnam city as they were influenced by the Discount offers.

13. Most of the customers buy for present requirement and sometimes they take salesperson

assistance in finding the merchandise in the retail outlet which they visit in the

Visakhapatnam city.

14. The socioeconomic background of the customer is known through the monthly purchase

made in the retail outlet in the Visakhapatnam city.

15. The disposable income and family size may also change the buying behavior of the

consumer

SUGGESTIONS

Suggestions have been made based on certain factors as highlighted by the study.



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1) Saving schemes must be provided so that low income level customer can purchasemerchandise from retail outlet.

2) Stock the merchandise with more varieties at all time on the floor whenever the customerwants it.

3) Maintain express counters for customers who purchase small number of merchandise4) Price updates and discount offer updates of particular merchandise must be done beforeplacing it for sale.

5) Regular announcements of everyday special offer can influence the customer to purchase6) Entertainment & food court makes the customer( mostly youngsters) to stay for long time

in the store7) To promote the own brand product of the retail outlet provide more discounts to the

customer on purchase of it.8) As many of the customer prefer to buy on first week of the month so provide more

discounts and gifts to customer who shop later9) Customer service is more important as it add value to the money for what he pays

So proper trained staff must be made available for ease of the customer

10) Parking place must be provided for customers to drive regularly to the retail outlet11) Weekend day special offers can be displayed on the screens of the outlet which may

resort the customer for impulse buying.12) Seasonal merchandises must be communicated through signage‟s prior a week of its

arrival13) Home delivery of the merchandise purchased by the customer must be done in time14) Introduction of new and more varieties with good quality and discounts is suggested to

make the product promotion more efficient.15) It is suggested that the company should increase the usage of Internet for Promotional

activities

CONCLUSION

Consumer‟s behavior is often studied because certain decisions are significantly affected by their

behavior or expected actions. For this reason consumer behavior is said to be applied discipline.



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1. In a general sense, the most important reason for studying consumer behavior is thesignificant role it plays in our lives. Much of our time is spent directly in the marketplace, eating or engaging in other activities. A large amount of additional time is spentthinking about products and services, talking to friends about them, and seeing or hearingadvertisements about them. In addition, the goods people eat and the manner in which

they use them significantly influence how they live their daily lives. These generalconcerns alone are enough to justify our study of consumer behavior. However, manyseek to understand the behavior of consumers for what are thought to be more immediateand tangible reasons.

2. The main reason behind this project was to find out the behavior of the consumer buyingbehavior while shopping at organized retail outlet because most of the populationsurveyed preferred to shop at Retail outlets and how day by day the consumers demandsare increasing and through this project I came to know that what are the various behaviorof a typical customer who shops at Organized retail outlet.

BIBLIOGRAPHY

Consumer Behavior & Marketing Research, Suja R Nair, Himalaya Publishing House, 1st.

Edition, 2004.

Consumer Behavior, ICFAI University, May - 2005.



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Marketing Management - Planning, Implementation & Control, Global Perspective, Indian

Context, V S Ramaswamy & S Namakumari, MacMillan India Ltd., 3rd. Edition, 2003.

Marketing Management, 12th. Edition, by Philip Kotler & Kevin Lane Keller.

Marketing Management, Philip Kotler, PHI - EEE, 11th. Edition, 2003.

Books referred:

Consumer Behavior In Indian Perspective - Suja R.Nair

Retailing Management - Swapna Pradhan

Marketing Management - Philip Kotler

Research Methodology – C.R. Kothari

Websites:

www.wikipedia.com

www.pepsico.com

www.ask.com

www.coca-cola.com

www.pepsiworld.com

Search Engines:

Google

ANNEXURE

Buying Behavior: A study of organized Retail outlets in Visakhapatnam city

QUESTIONAIRE

http://www.wikipedia.com/


http://www.pepsico.com/


http://www.ask.com/

http://www.ask.com/

http://www.coca-cola.com/


http://www.pepsiworld.com/




http://www.ask.com/





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I am Shaik Mohammed Subhani student from GITAM University conducting survey on “Consumer

buying Behavior: A study of organized Retail outlets in Visakhapatnam city”. Please help me in this

survey process by filling the questionnaire given below .Your cooperation will be highly obliged.

Name (optional):________________________________________________________________Address a) Residential:

b) Office:_______________________________________________________Gender a. Male ( ) b. Female ( )Age a. <25 yrs ( ) b.25yrs-40yrs ( ) c. 41yrs-60yrs ( ) d. above 60yrs ( )

1 Education a. Under graduation ( ) b. Graduate ( )c. Post graduation ( ) d. other (please specify)________________________

2 Occupation a. Student ( ) b. Business man ( ) c. Employee ( ) d. House wife ( ) e.Retired ( )

3 Income per month of the family from all the sourcesa. Less than Rs20,000/- ( ) b. Rs20,000/-toRs40,000/- ( ) c.Rs40,000/-

to<Rs60,000/- ( ) d.Rs60,000/-toRs1,00,000 ( ) e.Rs1,00,000/- & above ( )4 Marital status a. Married ( ) b. Unmarried ( )5 Family size (number) a. 1-2 ( ) b. 3-4 ( ) c. 5-6 ( ) d. more than 6 ( )6 Is your spouse earning?

a. Yes ( ) b. No ( )7 Which organized retail outlet do you visit frequently?

a. Big Bazaar ( ) b. Spencer‟s Hyper ( ) c. Spencer‟s daily ( ) d. Reliance fresh ( )e. More ( ) f. Others (please specify)___________________________

8 Since how long you are been visiting the outlet?a. Less than 1 year ( ) b.1yr-2yrs ( ) c.2yrs-4yrs ( ) d.4yrs-6yrs ( ) e .above 6yrs ( )

9 How did you come to know about the outlet visited?a. Advertisement & publicity ( ) b. Friends & family ( ) c. Word of mouth ( ) d.

Others (please specify)____________________________10 Your preferential time to visit the outlet?

a. 10am-1pm ( ) b.1pm-3pm ( ) c.3pm-6pm ( ) d.6pm-10pm ( ) e. other pleasespecify_______

11 When do you prefer to shop?a. First week days of month ( ) b. Holidays and Festival days ( ) c. Fresh arrivals ( )

d .Discounts & offers ( ) e. As and when required ( ) f .Any other (pleasespecify)__________________

12 Shopping companion for buying on most of the occasions.a. Family (spouse/children) ( ) b. Friends ( ) e. Colleagues ( ) f. Relatives ( ) f.others (please specify)_______________________

13 How do you receive information about fresh arrivals/discount offers etc?a. News paper advertisement ( ) b. Television ads ( ) c. Personal letters ( ) d.

others(please specify) ____________________________14 Are you aware of special day marketing promotion?

a. Yes ( ) b .No ( )15 Are you aware of special marketing efforts initiated by the retail outlet to attract more

consumers?



a. Loyalty cards ( ) b. Discount coupons ( ) c. Insurance coverage ( ) d.others(please specify)________________________

16 Time per visit you spend in the selected outlet?

a. Less than 1/2hr ( ) b.1/2hr-1hr ( ) c.1hr-2hrs ( ) d. More than 2hrs ( )

17 Does the store ambience influence you to stay for extra time?

a. Yes ( ) b. No ( )18 What factors influence your buying selection in the retail outlet?(please rank in case of

more than one)

a. Availability of range ( ) b. Price ( ) c. Quality ( ) d. Brand name ( ) e.

Discount & offers ( ) f. Packaging ( ) g .Sale‟s persons reccomendation ( ) h.

Easy availability of spares ( ) i. others__________

19 Do you resort to impulse buying 9without preplan)?

a. Always ( ) b. Sometimes ( ) c Never ( )

20 What factors influence impulse buying? (Please rank in case of more than one)?

a. Discounts & offers ( ) b. New arrivals ( ) c. Influence of family ( ) d

.Influence of sales person ( ) e. others (please specify) _______________________

21 Prioritize discount offers which influence your buying?

a. Combo offers (product offers) ( ) b. Price discount ( ) c. Free bies ( ) d.

Extra product ( ) e. Gifts ( ) f. Others (please

specify)_____________________________

22 Do you give preference to the own brand products of the outlet?

a. Yes ( ) b. No ( )

23 If yes why?

a. Price ( ) b. Quality ( ) c. Discount ( ) d. Product features ( )

24 Do you take sales persons assistance while picking up the merchandise?a. Yes ( ) b. No ( ) c. Sometimes ( )

25 Will you buy for?

a. Present requirement ( ) b. Future requirement ( ) c. Both ( )

26 How much you buy per month?

a. <Rs 1000 ( ) b.Rs1000-Rs<2000 ( ) c.Rs2000-Rs<5000 ( ) d.Rs5000 & above ( )

Suggestions:__________________________________________________________________

******Thank you *******

naresh pithana

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