ACKNOWLEDGEMENT

All praise is due to ALMIGHTY GOD who bestowed His Grace and
Blessings for the successful completion of my thesis. I am deeply grateful to
my Guru Sri Ganapathy Sachchidananda Swamiji of Mysore for his Divine
Blessings in completion of my thesis.

This thesis has been kept on track and been seen through to completion
with the support and encouragement of numerous people including my well-
wishers, my friends and colleagues. At the end of my thesis I would like to
thank all those people who made this thesis possible and an unforgettable
experience for me. It is indeed a pleasant task to express my thanks to all those
who contributed in many ways to the success of this study for me.

I express my sincere and profound thanks to my guide, Dr.(Mrs.)

S.Sandhya Menon, Principal, CMS College Of Science And Commerce,
Chinnavedampatti for her valuable guidance, generous help, timely
suggestions and enormous encouragement for the successful completion of my
Research work. She was always a great source of inspiration for me and I thank
God for Blessing me with such a wonderful person as my Guide. Thank you
Mam, for letting me count on you always.

I offer my profound thanks to Mrs. Nandhini Ramadoss, Managing

Director of V.N.Krishnaswamy Naidu College of Arts And Science For
Women, Mettupalayam, for reinforcing my effort with support and guidance.

I am thankful to Dr.K.Revathy Principal of VNK CAS for Women

Mettupalayam, ,for her encouragement during my research period.

I am thankful to Dr.Muthulakshmi, Principal CMS Academy Of

Management and Technology, Chinnavedampatti, for her encouragement and
support during my research period.
 I wish to acknowledge my thanks to all the faculty members of
CMS IMS , Chinnavedampatti, who were very kind, supportive and helpful
during my research period.

I thank all my colleagues at VNK CAS, Mettupalayam, for their support

and co -operation during my period of study.

I owe my deepest and loving gratitude to my mother Mrs. I.Gujila Devi

who was the main source of encouragement and motivation towards my
studies. The whole credit of me becoming an M. Phil and enrolling for PhD
goes to my dear mother.

I extend my sincere gratitude to my loving and affectionate aunty

Mrs.V.Saraswathy Moorthy, who made us understand that education is the
best wealth you can amass on earth.

I thank my brother Mr.J.Jeyachandran and sister-in-law Mrs.Meera

Bai, to whom I am ever grateful, for their unstinting love, support, affection,
encouragement and motivation in life. A mere word of thanks is no substitute
for what they had been to me.

I express with affection, my loving and wonderful children Pavan,

Sharvani and Sameer Datta who were waiting with concern and anxiety for
me to complete this thesis successfully. My loving hugs to my children for
gently motivating me to complete this thesis successfully.

There are many others, who directly and indirectly, had been a source of
support in completing this research work. I thank each one of them from the
bottom of my heart.
 LIST OF CONTENTS

Declaration

Certificate

Acknowledgement

List of Tables

List of Charts

List of Abbreviations

Chapter No Title Page No

Chapter I Introduction and Research Design 1-21

1.1 Introduction 1-3

1.2 Significance of the Study 3-4

1.3 Statement of Problem 4-5

1.4 Scope of the Study 5

1.5 Objectives of the Study 6

1.6 Hypotheses of the Study 6-7

1.7 Research Methodology 7-15

1.8 Operational Concepts 15-18

1.9 Statistical Tools Applied 18-20

1.10 Limitation of the Study 20

1.11 Chapter Organisation Scheme 21

Chapter No Title Page No

Chapter II Review of Literature 22-49

2.1 Introduction 22

Meaning of Retailing and Reasons for its

2.2 22-27
Growth across the Globe

2.3 Growth of Retailing Sector in India 28-32

Demographic and Socio-Economic Status of

2.4 32-34
Retail Consumers

2.5 Food and Grocery Store Selection Attributes 34-40

Food and Grocery Consumers Attitude and

2.6 40-42
Perceptions toward Retail Services

Consumers Patronage towards Food and

2.7 42-44
Grocery Retailers

Consumers Level of Satisfaction towards

2.8 44-48
Retail Services

2.9 Identification of Research Gap 48-49

Growth of Organised and Unorganised

Chapter III 50-83
Retailers in India –An Overview

3.1 The Evolution of Retail in India 50-53

Life Cycle of Retailing Sector in India and in

3.2 53-57
Other Countries

3.3 Growth of Retailing in India 57-58

3.4 The Classification of Retail Sectors in India 59-61

3.5 Drivers of Retail Growth in India 61-68

Chapter No Title Page No

Changing Preference and Patronage of Retail

3.6 68-71
Consumers

Comparison between Organised and

3.7 Unorganised Retailers: Kirana Store Vs 72-82
Supermarkets (Departmental Stores)

3.8 Conclusion 82-83

CHAPTER Analysis And Interpretation

84-177
IV

4.1 Introduction 84

I Demographic and Socio-Economic Profile 85-95

Consumers Level of Awareness towards

II Marketing Practices and Services Features of 96-104
Departmental and Kirana Stores

Consumers Patronage towards Departmental

III 105-123
and Kirana Stores

Level of Satisfaction Derived by the

IV Consumers While Shopping At Departmental 124-145
and Kirana Stores

Inconveniences Faced by the Consumers While

V Shopping at Departmental Store or in Kirana 146-157
Store

4.2 Results of Statistical Analysis 158-176

4.3 Conclusion 176-177

Chapter No Title Page No

Summary of Findings, Suggestions and

Chapter V 178-194
Conclusion

5.1 Summary 178-179

5.2 Major Findings of the Study 179-185

5.3 Conclusion 185-187

5.4 Suggestions 187-194

Limitations of the Study and Future Scope for

5.5 194-195
Research

Bibliography

Annexure I : Interview Schedule

Annexure II: Statistical Tools Applied

 LIST OF TABLES

Chapter No Title Page No

1.1 Data Validity & Reliability Test 14

3.1(a) Phases of Growth in Retail Markets 55

3.1(b) Phases of Growth in Retail Markets 56

Comparison Between Kirana Store Vs

3.2 74
Organised Departmental Store

4.1 Gender of The Respondents 85

4.2 Age of The Respondents 85

4.3 Educational Qualification 86

4.4 Occupational Status 88

4.5 Marital Status 90

4.6 Nature of Family 90

4.7 Family Size 90

Number of earning members in the family

4.8 91
of the respondents

4.9 Monthly Income of The Respondents 92

Respondents Opinion on Monthly

4.10 92
Budget Fixation for Household Expenses

Longevity of consumers awareness

4.11 96
Towards the Department and Kirana stores

Consumers Opinion on Personnel Sources

4.12 99
of Information
 LIST OF TABLES

Chapter No Title Page No

Consumers Opinion on Non-Personnel

4.13 102
Sources of Information

Consumers Level of Awareness towards

4.14 103
Departmental Stores and Kirana Stores

Items Purchased by Consumers in

4.15 106
Departmental Stores and Kirana Stores

Consumers Recognise on Frequency of

4.16 109
Purchase

Time Spent by the Consumers for Purchase of

4.17 110
Items

Consumers Response on Individual

4.18 112
Influence in Decision Making

Consumers towards The Facilities Provided

4.19 112
by The Departmental and Kirana Stores

Factors Influencing the Consumers to

4.20 116
Purchase in Departmental and Kirana Stores

Consumers Preference towards

4.21 119
Purchasing Own Labeled Products

Consumer Buying Behaviour towards

4.22 120
Purchasing Own Labeled Products

Consumers Response on Promotional Offers

4.23 121
Given by Departmental and Kirana Stores

4.24 Mode of Payment done by the Respondents 124

 LIST OF TABLES

Chapter No Title Page No

Consumers Level of Satisfaction Regarding

4.25 125
The Services Delivered by the Stores

Consumers Level of Satisfaction towards

4.26 The Factors Influencing their Buying 128
Behaviour

Consumers Opinion towards The Treatment

4.27 131
of Departmental and Kirana Stores

KMO and Bartlett's Test The Consumers

4.28 Level of Satisfaction towards Departmental 132
Stores

Cumulative The Consumers Level of

4.29 131
Satisfaction towards Departmental Stores

Rotated Component Matrix The Consumers

4.30 Level of Satisfaction towards Departmental 135
Stores

Summary of Rotation Factor Analysis &

4.31 Cronbach’s Alpha The Consumers’ Level of 138
Satisfaction towards Departmental Stores

KMO and Bartlett's Test The Consumers

4.32 Level of Satisfaction towards Departmental 139
Stores

Cumulative The Consumers Level of

4.33 140
Satisfaction towards Kirana Stores

Rotated Component Matrix

The Consumers Level of Satisfaction
4.34 142
Towards Kirana Stores
 LIST OF TABLES

Chapter No Title Page No

Summary of Rotation Factor Analysis &

4.35 Cronbach’s Alpha The Consumers Level of 145
Satisfaction towards Kirana Stores

Consumers on Inon-Availability of
4.36 146
Products in Departmental and Kirana Stores

Consumers Opinion on Turnover Intention in

4.37 147
Future

Factors Influencing The Consumers to

4.38 147
Purchase Continuously in a Particular Store

Problems Faced by the Consumers

4.39 149
During the Purchase

4.40 Nature of Problems Faced by the Consumers 149

Consumers Reaction towards Problems
4.41 Faced by them in Departmental and Kirana 153
Stores

Consumers Suggestion towards

4.42 153
the Store of Purchase
Consumers Level of Agreeability towards
4.43 The Services offered by Departmental and 154
Kirana Stores

Measure of Dispersion
4.44 Consumers Level of Awareness and Buying 159
Practices in Departmental and Kirana Stores

Result of Paired ‘Z’ Test

4.45 Consumers Level of Awareness and Buying 159
Practices in Departmental and Kirana Stores
 LIST OF TABLES

Chapter No Title Page No

Measure of Dispersion
4.46 Consumers Level of Perception and Buying 160
Practices in Departmental and Kirana Stores

Result of Paired ‘Z’ Test

4.47 Consumers Level of Perception and Buying 160
Practices in Departmental and Kirana Stores

Measure of Dispersion
4.48 Consumers Level of Satisfaction and Buying 161
Practices in Departmental and Kirana Stores

Result of Paired ‘Z’ Test

4.49 Consumers Level of Satisfaction and Buying 162
Practices in Departmental and Kirana Stores

Measure of Dispersion
4.50 Factors Influencing the Consumers Buying 163
Practices in Departmental and Kirana Stores

Result of Paired ‘Z’ Test

4.51 Factors Influencing the Consumers Buying 164
Practices in Departmental and Kirana Stores

Measure of Dispersion
4.52 Reason Stated by the Consumers for 165
Buying in Departmental and Kirana Stores

Result of Paired ‘Z’ Test

4.53 Reason Stated by the Consumers for 165
Buying in Departmental and Kirana Stores

Measure of Dispersion
Perceived Values of The Consumers and their
4.54 166
Buying Practices in Departmental and Kirana
Stores
 LIST OF TABLES

Chapter No Title Page No

Result of Paired ‘Z’ Test

4.55 Perceived Values of The Consumers and their 167
Buying Practices in Departmental and Kirana Stores

Measure of Dispersion
4.56 Problems Faced by the Consumers in Departmental 168
and Kirana Stores

Result of Paired ‘Z’ Test

4.57 Problems Faced by the Consumers in Departmental 169
and Kirana Stores

Measure of Dispersion
4.58 Items Purchased by the Consumers in Departmental 170
and Kirana Stores

Result of Paired ‘Z’ Test

4.59 Items Purchased by the Consumers in Departmental 171
and Kirana Stores

Measure of Dispersion
4.60 Promotional Offers Given by Departmental and 171
Kirana Stores

Result of Paired ‘Z’ Test

4.61 Promotional Offers Given by Departmental and 172
Kirana Stores

Result of Multiple Regressions

Association between Socio-Economic Status of
4.62(a) 174
Retail Consumers &Their Buying Practices in
Departmental Store

Result of Multiple Regressions

Association between Socio-Economic Status of
4.62(b) 175
Retail Consumers &Their Buying Practices in Kirana
Stores
 LIST OF EXHIBITS

Chapter No Title Page No

3.1 The Evolution of Retail in India 51

3.2 Prime Drivers of Retailing Growth in India 63

3.3 Comparative Market Status of Retailers in India 73

4.1 Educational Qualification 87

4.2 Occupational Status 89

4.3 Respondents Opinion on Monthly 95

Budget Fixation for Household Expenses

4.4 Longevity of Consumers Awareness 98

Towards the Department and Kirana stores

Consumers Opinion on
4.5 101
Personnel Sources of Information

Consumers Level of Awareness

4.6 104
towards Departmental Stores and Kirana Stores

Consumers Opinion on Items Purchased by them

4.7 108
in Departmental Stores and Kirana Stores

Consumers Opinion towards The Facilities

4.8 115
Provided by the Departmental and Kirana Stores

Factors Influencing the Consumers to

4.9 118
Purchase in Departmental and Kirana Stores

Consumers Opinion on Promotional Offers

4.10 123
Given by Departmental and Kirana Stores

Consumers Level of Satisfaction Regarding

4.11 127
The Services Delivered by the Stores
 LIST OF EXHIBITS

Chapter No Title Page No

4.12 Consumers Level of Satisfaction towards The 130

Factors Influencing their Buying Behaviour

4.13 The Consumers Level of Satisfaction 137

towards Departmental Stores

The Consumers Level of Satisfaction

4.14 144
towards Kirana Stores

4.15 Nature of Problems Faced by the Consumers 152

4.16 Consumers Level of Agreeability towards The 157

Services offered by Departmental and Kirana
Stores