Local Retailer Shopping Loyalty

Literature Review

References:

1. Article on Store loyalty (an empirical study on grocery shopping) published by the Economics Research Institute of Stockholm School of Economics in 1999.
2. Article on Customer satisfaction towards retailers published by Gotlan University in 2011
3. Research paper on Customer perception about retail formats (Volume 4 Issue 1) published in Global Journal for research analysis in Jan 2015.

According to the objective of our research, after studying the research papers and articles as mentioned in the references, we determined various attributes that may affect the buying behavior of the customers towards local retail (kirana) stores. These attributes were then classified into three categories, store related, product related and service related for better analysis. The attributes identified under the category of product related are product variety, product quality, product availability and price offers. The attributes identified under the category of store related are store location, store timings, ease of purchase, store cleanliness and store ambience, whereas those identified under the category of service related are past experience with the store, credit facility, responsiveness to complaints, promptness to product request, trust factor, staff interaction quality, attitude towards senior citizens, retailer’s knowledge about consumer’s preferences, option for home delivery and prompt service. After a detailed analysis of our subject topic, the attributes were deduced to those mentioned above.

A questionnaire (see Exhibit 1) was prepared to record the relevant demographics of the respondents and to know their perception about these selected attributes.

Online as well as offline surveys were conducted with the aim of having a rich blend of respondents in various age groups, gender, education, income levels and spending behavior. A total of 116 responses were collected and analyzed through SPSS to get the results.

Exhibit 1 : Questionnaire (to be placed at the end of the report)

Local Retailer Shopping Loyalty

DISCLAIMER:- This research is meant only for the student project of KJ Somaiya Institute of Management Studies and Research and the responses will not be used for any other profitable purpose and will be kept confidential.

1. Gender                                        

• Male
• Female                                        

1. Age

• Below 20
• 21-25                
• 26-35
• 36-50
• Above 50

1. Marital status

• Single
• Married

1. Occupation

• Housewife
• Student
• Salaried employee
• Business
• Retired

1. Education

• SSC

• HSC
• Graduate
• Postgraduate

1. Monthly household income(INR)

• Less than 15000
• 15001 - 25000
• 25001 - 40000
• Above 40000

1. How often do you visit/shop at local retail store?

• Almost daily
• 3-4 times per week
• 1-2 times per week
• 1-3 times in a month

1. One time purchase expenditure

• Less than 200
• 201-500
• 501-1000
• 1001-2500
• Above 2500

1. Rank the following product categories in the order of buying preference at local retail stores

(From 1 to 5, where 1 being most likely and 5 being least likely)

• Fruits and vegetables
• Ration products(pulses, masala, aata, oil)
• Toiletries(soap, detergents, toothbrush/paste, shampoo)
• Food and beverages
• Other general daily use items(bread, butter, eggs, broom)

1. Rate the following factors on the basis of their importance in affecting your buying behavior at local retail stores (From 1 to 5, 1 being very important and 5 being not at all important)