25-06-2012, 11:06 AM
Preference Of Consumers Towards Hypermarkets With The Special Focus
On Big Bazaar
Preference Of Consumers Towards Hypermarkets.pdf (Size: 222.17 KB / Downloads: 181)
ABSTRACT
The consumer landscape is changing very fast. Consumers today see an exciting explosion of choices,
new categories and new shopping options to fulfill their aspirations. They have become information
seekers and highly selective in their decision making. Consumers also increasingly want shopping
experience to be enjoyable. Shopping is no longer seen as a mundane chore, but it is now much more
exciting and an engaging prospect. Because of this noticeable change in consumer behavior, shopping
malls are all emerging rapidly to fulfill the need of consumers, which has given new shape to the retail
sector. Entry of many players in the industry has challenged retailers to retain the consumers and this
necessitates understanding of their needs from their angle. Keeping tune with the market requirements,
this paper highlights change in consumer behavior due to emergence of organized retail formats and its
strategic implications to the marketers to take a lead in the market. It gives insights into consumers’
expectations towards organized retail format to provide enlighting shopping experience along with
entertainment. The paper also throws lights on the market potential of 24/7 concept along with
consumers’ requirements for the acceptance of the service.
Coverage of the study
The study deals with changing trends in consumer
behavior because of emergence and spread of
organized retailing with special reference to purchase
at hypermarket Big-Bazaar in Ahmedabad city from
400 respondents.
Research methodology
Research design was Descriptive in nature. Based on
the objectives of the research, the study was carried out
involving both primary and secondary data. The
primary data was obtained by administering a
questionnaire to the respondents to elicit various issues
relating to purchase made by them and to observe their
purchase pattern.
Sampling design
Step out sampling method was used to gather data.
The questionnaire was administered to a sample of
400 respondents.