Local Retailer Shopping Loyalty
Literature ReviewReferences:Article on Store loyalty (an empirical study on grocery shopping) published by the Economics Research Institute of Stockholm School of Economics in 1999.Article on Customer satisfaction towards retailers published by Gotlan University in 2011Research 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 LoyaltyDISCLAIMER:- 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.Gender MaleFemale Age Below 2021-25 26-3536-50Above 50Marital statusSingleMarriedOccupationHousewifeStudentSalaried employeeBusinessRetiredEducationSSCHSCGraduatePostgraduateMonthly household income(INR)Less than 1500015001 – 2500025001 – 40000Above 40000How often do you visit/shop at local retail store?Almost daily3-4 times per week1-2 times per week1-3 times in a monthOne time purchase expenditureLess than 200201-500501-10001001-2500Above 2500Rank 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 vegetablesRation products(pulses, masala, aata, oil)Toiletries(soap, detergents, toothbrush/paste, shampoo)Food and beveragesOther general daily use items(bread, butter, eggs, broom)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)FactorVery important(1)Slightly important(2)Neutral(3)Slightly unimportant(4)Not at all important (5)Product relatedProduct variety(branded products)Product qualityProduct availabilityPrice offersStore relatedLocationStore timingsQuick and easy purchaseStore cleanlinessStore ambience(lighting, decoration, display)Service relatedPast experience with storePurchase on credit Responsiveness to complaints(return policy)Promptness to product requestsTrust factorPersonal interaction with staff(helpful, knowledgeable, friendliness)Attitude towards senior citizensRetailers’ knowledge about customer preferencesOption for home deliveryFast checkout lines and prompt service