A STUDY OF IMPACT AND EFFECTS ON CONSUMERS OF

ORGANIZED
RETAILING IN INDIA
Medha Kanetkar,
C.P. & Berar College, Tulsibag, Nagpur.
Tel: 9970934336
medhakanetkar@gmail.com
ABSTRACT
Organized retailers actually work as a retail outlet catering to varied needs of the
customers. The purchasing pattern of the customer has changed recent days.
Customer's buying behaviour is influenced by social factors, such as the group to
which the customers belong and social status. In a group, several individuals may
interact to influence the purchase decision. Change in consumption pattern is due to
outsourcing business per capita, income of middle age, population in big cities is
rising rapidly and easier access to credit. Retail shopping space is also growing
exponentially and has increased to 54 million square meters. The development of
organized shopping malls has literally been a revolution in India. Retailing is one of
the largest business activities in India and one of the largest sources of employment
in the country. Due to drastic change in the behavior of the consumer, in the view of
growing economy, earning capacity, less time and fast track life the emerging
challenge for the retail in India and in Nagpur city is to maintain the quality in
competitive rate structure. Data was collected from questionnaire filled up by the
consumers visited to organized retail shops. 400 consumers were selected by
Random Sampling Method. Introduction of organized retailing has not been able to
replace traditional markets, which are still popular among the pocket conscious
people, but has definitely added a new adventure to the shopping experience.
Keywords: Organized retailing, Consumer Behaviour, Socio-Economic Impact,
emerging challenges, consumption pattern
1. Introduction
India is one of the fastest growing economies in the world and one of the largest in
term of purchasing power parity. It has been called a nation of shopkeepers since
centuries. Trading is one of the most significant sectors of the Indian economy. The
contribution of this sector in the total Gross Domestic Product is 14 percent and near
about 3 crore peoples derive their income from this treading activities. Majority of
them are laborers involved in small retail treading activity. These small traders now
will have to face competition with organized large departmental stores like, Walmart,
Tesco, Metro, Kasino, Big Bazar, Pyramid, Pantloon, Westside etc.
With the changing demographics across the world the organized retailing is taking
shape where people buy their daily and monthly purchases. In a way, large area,

usually lined with many products, brands with width and depth. Organized retailers
actually work as a retail outlet catering to varied needs of the customers. The
purchasing pattern of the customer was changed recent days. Customer's buying
behavior is influence by social factors, such as the group to which the customer
belong and social status. In a group, several individual may interact to influence the
purchase decision. Up to 2002, consumers
even in India, top cities such as Mumbai, Delhi has no choice to purchase their daily
foods and
consumers good from small scale Mom & Dad Stores. However, the
shopping experience fo r India's urban consumers is now changing completely.
Because of the outsourcing business per capita income of middle age population in
big cities is rising fast and easier access to credit are bringing a change in
consumption pattern. Retail shopping space is also growing exponentially and has
increased to 54 million square meters.
The development of organized shopping malls has literally been a revolution in India.
The opening of the Indian Economy in the early 1990s brought a wide range of new
household's appliances, stylish apparel, and other consumer goods, along with the
plenty of media exposure. But what the Indian consumer still lacked was a worldclass shopping experience: a pleasant, open, relaxing, air-conditioned place to
compare prices, quality and styles without other customers trying to squeeze
through the shop doorway or shout over one's head to proprietor.
India is the country having the most unorganised retail market. Traditionally it was a
family's livelihood, with their shop in the front and house at the back, while they run
the retail business. More than 99 per cent retailer's have a space less than 500
square feet of shops. The Indian retail sector is estimated at around 900,000 crore,
of which the organised sector accounts for a mere 2 per cent indicating a huge
potential market opportunity that is laying in the waiting for the consumer.
Purchasing power of Indian urban consumer is growing and branded merchandise in
categories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even
jewellery, are slowly becoming lifestyle products that are widely accepted by the
urban Indian consumer. Indian retailers need to advantage of this growth and aiming
to grow, diversify and introduce new formats have to pay more attention to the
brand building process. The emphasis here is on retail as a brand rather than
retailers selling brands. The focus should be on branding the retail business itself. A
number of large corporate houses - Tata's, Raheja's, Piramal's, Goenka's - have
already made their foray into this arena, with beauty and health stores,
supermarkets, self-service music stores, new age book stores, every- day- low price
stores, computers and peripherals stores, office equipment stores and home-building
constructions stores. Today the organised players have attacked every retail
category.
Wal-Mart, the world's biggest retailer, was established in 1962. Its founder Sam
Walton had expanded Wal-Mart into a chain of discount stores and all its stores were
built on the principle of attracting customers of the lower income group by providing
a variety of products under one roof at a low price. Also the malls are providing the

facilities for customers to pay the higher amount on installment basis, and/or giving
interest free finance, credit card facility, gift hamper, free products and many other
discount facilities.
2. Indian Retailing can be classified in two sectors:
1) Organised Retailing, which has developed in India in following format.
i) Shopper stop Departmental store format
ii) Big Bazaar Hyper market
iii) Food world Super market
iv) Pantaloons and the home store Specially retailing

2) Un-organised Retailing.
Retailing is subjected to the constant changes, which increase both the risk and the
influenced by many forces such as:
1) Population
2) Mobility of consumer
3) Increased in personal income
4) Changes in the distribution of income
5) Consumer credit
6) Competitive changes
7) Technological innovation
8) Government policies, etc.
The essential elements for a successful retail trade can be classified as,
1) Selection of proper goods
2) Perfect knowledge about the goods
3) Sales policy
4) Adequate capital
5) Business location
6) Education and business
7) Attractive display and advertisement
8) Providing credit facility
3. Methodology
3.1.Significance of the Study
Retailing is one of the largest business activity in India and one of the largest
sources of employment in the country. According to a study by Industry Body FICCI,
the total retail trade in India was worth Rs. 11,00,000 crores in the year 2003. Of the
approximately 12 millions retail shops, 96% occupy floor space less than 500 square
feet. The large number of retail shops is in the un-organized sector, such as
Grocery, Vegetable shop etc. Only about 2% of outlet in the organized sector, such
as retail chains, departmental stores, and special stores. The boom in India's retail

industry is mainly due to the rise in shopping Malls across the country in the past 5-6
years even as their management has emerged as a big challenge.
The Indian market comprises of three different types of consumer such as rich
consumers having tremendous purchasing capacity, middle class consumers having
adequate purchasing power, and the bottom line consumers who posses low
purchasing power. Big retailers would not reach up to the bottom; they would be
concentrating their attention towards the reach and middle classes. The Mall culture
is affecting the small retailers. There are the major reasons of which the challenge
has arisen for the small stores. Usually the mentality of average people in India,
have the product in a cheap rate and in addition it should also have the quality.
Such behavior of consumer has made market much more competitive, but it has
many prospects, so the big companies like ITC, Big Bazar, Tru Mart, Chaupal,
Reliance etc. have jumped into the retail market. These companies trying to attract
the customer by providing the goods in discount rate, less than MRP, certain gift
hampers, free product on purchase etc. Due to such methods or schemes of
attracting the customer by the giant and organized players in retail trade, the small
and un- organized shopkeeper's i.e. the sole traders are finding themselves difficult
to maintain the customer's fluency. The mode of buying the product on credit by the
customer from the sole trader has also decreased. This happens especially with
Grocery shops, small readymade cloth stores and small other stores. As the
economy in the boom condition people do have enough money in their hand to
purchase the product in cash, or on credit cards, so they are getting attached
towards such Big Bazaar, Tru Mart.It also because such retailers are able to maintain
the quality and packed products. Due to drastic change in the behavior of the
consumer, in the view of growing economy, earning capacity, less time and fast
track life the emerging challenge for the retail in India and in Nagpur city is to
maintain the quality in competitive rate structure.
3.2.

Area of the Research

Attempts have taken to study the view of consumers regarding organized and unorganized retailing and their preferences towards the consumer goods in Nagpur
City. For this research Nagpur City is considered as the area of research. It is one of
the important cities in Maharashtra, as well as in the country. It is second capital of
Maharashtra. It is located at geographical centre of India and well connected by rail,
road and air with rest of the country and three national highways are also passing
through the city. To cater the need of increasing importance of city, Cargo Hub,
Mihan project has already started and some IT companies have already started
functioning and like Infosys, Mahindra- Satyam have decided to launch their projects
in near future.
The Mall culture was started in Nagpur city 4-5 years back by setting up Westside
and then Big Bazaar. Cooperative consumer stores were started long back, but the
culture remains same as small retailers. More consumers are attracting towards Big
Bazaar because of its publicity, big space, marketing strategy, display of various
products and discount facilities. Displaying various products under one roof makes

the consumers convenient to choose the product freely and can handle the products
by themselves hence the consumers are purchasing some products which are not of
their prime importance.
Markets in Sitabuldi, Sadar, Central Avenue, and GandhiBaug meet the city's
shopping needs. Dharampeth and Itwari have emerged as a popular alternative. The
total area covered by shopping mall in Sitabuldi on 10lack sq. ft. with a hotel,
recreation centre and multiplex theatres built in. Six new shopping malls in Nagpur
will come up by 2008-09 at an investment of Rs. 1,000 crores. The Nagpur Municipal
Corporation has allocated unused land to infrastructure development companies for
a
twenty-year lease of Rs. 545 crores. BSEL infrastructure Realty and Unity
Infraprojects have bagged the projects. These malls would be located in Netaji
Market and Water Works Department in Sitabuldi, in Gokulpeth Market, Grain Market
in Wardhaman Nagar, in Jaripatka and in Pachpoli Flyover near Kamal Square. Some
of the recently built notable landmarks are MHKS Mall at Chaoni, Mangalam Marvel
at W.H.C. Road, The Tringle at Kingsway and Inland at Central Avenue.
Big Bazaar is first Mall and organized retail shop in the city and hence we have taken
into consideration for our research project as a case study.
3.3.

Objectives of the Study

To identify the emerging factors which affect the buying behavior and
purchasing pattern of consumer towards retailers.
To evaluate those factors in beneficial way for organized and unorganized
retail
To understand quality dimension of Big Retailers.
To asses the reliability of Big Bazaar.
To study the responsive behavior of consumer towards the Big Bazaar.
To asses the retailing method and communication skill of salesman of the Mall
like Big Bazaar.
To study the direct impact of Malls on small retailers.

3.4.Technique of data collection

For conducting this research program, primary data was collected from the
consumers who visited and made purchases from Big Bazaar.
Primary data was collected through interview and questionnaire.
Data related with the retail shopkeepers was collected from the small retail
shopkeepers from Sitabuldi and Vardhaman nagar area.
The secondary data have been use to know the different statistics regarding
the development of retail marketing and big retailers.
Books, journals, reports, articles published in the newspapers are the sources
of secondary data.
The secondary data was also collected from internet.

3.5.Sampling
The consumers and small retailers are the universe of the research. It is very difficult
to collect information from every consumer, so we used the sampling method for
research. Big Bazaar has two outlets in Nagpur city (Ramdaspeth and Vardhaman
nagar), so data was collected from the consumers visited to these outlets. 400
consumers were selected by Random Sampling Method. A Questionnaire was
prepared for consumers and this was filled up by the way of contacting the
consumers and making some queries regarding their opinion.
Samples from Nagpur city was selected by Random Sampling method. Two outlets of
Big Bazaar are the places of observations. Specific sampling method have adopted
for Big Bazaar. 400 consumers from different locality and different economic status
have selected for the study. The total data collected, after filling up the
questionnaires from 400 consumers, is analysed in this chapter. The presentation is
with tabular form and its explanation and using graphic presentation. The graphic
presentations are self explanatory hence tables are not presented.
Total 400 consumers from metropolitan township of Nagpur were administered the
preset purposive but small questionnaire and the responses recorded are presented
here

4.

Analysis of the Data

Table 1: Qualification of the consumer

Education

Bellow S.S.C.
S.S.C.
Graduate
Post Graduate
Other
Total

No.of
Per cent
Respond
ent

42
138
172
44
04
400

10.5o
34.50
43.00
11.00
1.00
100

Data was collected from various consumers. Table -1 contain the data related with
the qualification of the consumer. It is observed that most of consumers are
graduates, while bellow S.S.C. and Post Graduate consumers are less. This is
because most of the consumers are from middle-income group.
Figure 1: Monthly Income of Consumer

Above chart explains the respondent from the different income groups. It shows that
most of the consumers are from lower income group (35.5%) and middle-income
group (47.5%), while consumers from upper middle and upper income group are
less. The consumers from high-income group may not be interested to do the

purchases from Big Bazaar, but may be from other big malls. Some consumers are
visiting Big Bazaar only for window-shopping.

Table 2: Purchase of Essential Goods

Essential goods

Oil, Sugar, Food

Grain, Cosmetics,
Tooth paste, Bath
Soap, Hair oil,

Mode of
No. of
purchas Responden
e
Cash
206

Per cent

Credit
Both

32
162

52
8
40

Total

400

100

Figure 2: Percent of Respondent Regarding Payment

Number of Respondent for Purchases of
Essential Goods

The consumers are purchasing their essential goods by cash, as now a day
purchases on credit basis are less. 52% consumers are purchasing by cash as
compare to the 8% on the credit. Some times the consumers may be using both
means for purchasing which may be depending on the time of the month.

Table 3 : Difference In The Price Of Cash Purchase

And Credit Purchase
Difference in
No. of
Percent
price Yes
Respondent
252
63
No
148
37
Total
400
100

Correlating with Table - 3 the consumers are prefer to purchase by cash as there is a
price difference in cash and credit purchases.63% consumers experiences that there
is difference in price between cash purchase and credit purchase but 37%
customers refuses that there is any difference .

Figure 3 : Priority To The Shops For Purchasing

Total 400 respondents opinion is recorded and figure III.6 gives the percentile. 39%
Consumer's attitudes are to have purchases of groceries from near by shops due to
time constraint, but it is no every
time. Some bulk purchases are being done
from wholesale market. The consumable and durables may be purchasing along
with groceries from Big Bazaar (22%) and super markets (15%).

Table 4: Various Outlets Used By Consumers for

Luxurious Goods
Shop
Authorised
Shop
Distributor

No. of
Respondent
134

Per Cent
33

26

Retail Seller

122

31

Big Bazar/ Super

Bazar

118

29

Total

400

100

This is the general observation that the consumers are purchasing luxurious goods
from Authorised Shops (33%), Retail seller (31%) or Big Bazaar (29%). Very few are
approaching to Distributors (7%).

Table 5: Purchase of Same Goods in Big Bazaar and Small Retailer

Response

No. of
Respondent

Per cent

Yes from Big

Bazaar

284

71

No

116

29

Total

400

100

71% consumers purchase the same goods from Big Bazaar as well as from the small
retailers, but 29% customers did not purchases the same goods from the only from
small retailers.

Table 6 : Customer's Response For Low Prices

Shops

No. of
Respondent

Per cent

Retail shop

240

60

Big Bazar

160

40

Total

400

100

Above responses from the consumers are depending on the types of luxurious goods
hence the responses are varying.
Table 7 : Responses Of Consumer's About Big Bazaar Give Better Services
Than Small Retailer
Shops

No. of
Respondent

Per cent

Yes

356

89

No

44

11

Total

400

100

Considering the services rendered to the customers, it is found that the Big Bazaar
than retail shops
gives the better services. Above table shows that 89%
respondents are satisfied with the better services from the Big Bazaar
Table 8 : Comparison Of Services Provided By Big Bazaar And Small Retailers

Consumer's responses from the above table show that the cash discount on some
items may be the reason to have purchases from Big Bazaar; the other advantages
are free home delivery (24%) and free gifts (20%). Credit card holders prefer Big
Bazaar for shopping.
Consumer's attitude towards the free gift is more than other services, but this is not
only reason to do the shopping in Big Bazaar. In Big Bazaar consumers can handle
the items freely to check the quality and quantity, which can be done within short
time. Small retailers are not providing any such facilities, which can be seen in
above table
Table 9: Effect of advertisement of Big Bazaar on consumers

Effect

No. of
Respondent

Per cent

Yes

256

64

No

144

36

Total

400

100

In the fast going world advertisement is a mean to attract the consumers. This is
very true from the responses mention in the above table. 64% consumer's
purchases are influences by the advertisement but 36% consumers are not
influenced by the advertisement.

It has observed that the advertisements are influencing the students and children to
have purchases of particular brands of goods. The cost in such cases is not a criteria
but the availability.

Table 10: Reason of purchasing in Big Bazaar

Reasons

No. of Respondent

Per Cent

Goods are cheap and best

quality
Packing is attractive

130

33

62

15.5

Cash discount on purchase

50

12.5

Benefit of different scheme

92

23

Handling of the goods freely

66

16

Total

400

100

In modern days consumer's behaviour is changed. Most of the consumers give

preference for shopping in Malls or Big Bazaar because of the reasons given in the
Table - III.25 Consumers give preference to quality or branded goods is the main
reason for the purchasing in Malls. 33% consumers are attracted towards Big Bazaar
because of this reason. They also attracted that the different schemes are always in
Big Bazaar.
Total 400 respondents give their opinion about often purchases from Big Bazaar,
which is shown in figure III.6. Difference between the two responses is meagre as
most of the purchases are done at the beginning of the month. Consumers living
nearby the locality, where Big Bazaar is situated, are taking the advantage of the
different schemes introduced by Big Bazaar. But the consumers living far away from
the Big Bazaar are visited less times. Therefore 53% consumers doing their
purchases often in big bazaar but 47% consumers are not the regular customers of
big bazaar. Reasons to do purchases and
not purchases from big Bazaar are
presented in Figure- 6. 37.74% consumers often purchases in big bazaar because the
quality of goods is always good, 29.25% customers believe in the store, 33.01%
consumers feel that the prices are reasonable in big bazaar. 41.49% consumers feel
that the quality is not always good so they has not often purchase in big bazaar,
28.72% consumers not believe in the store, 29.79% consumers feel that the prices
are flexible.
Table 11: Thing to consider while purchasing
Thing to consider
ISI mark on goods
Agmark goods
MRP of the goods
Expiry date of the goods
Name of the company
Total

No. of Respondent
172
36
82
70
40

Per Cent
43
9
21
17
10

400

100

It is observed that 43% consumers purchasing their goods with the ISI mark, this
shows the consumer's awareness about the quality. MRP and Expiry date of the
goods is also an important factor while purchasing. 10% consumers are aware about
the Brand of the goods.
Table 12: Opinion of consumer about Big Bazaar
Reasons
Enjoyment in
Reasonable cost
Proper quality
Proper quality not
Total

No. of Respondent
128
110
120
42
400

Per Cent
32
27.5
30
10.5
100

The consumer's attitude to purchase from Big Bazaar is depending on the factors
given in Table 12,
while only few consumers (10.5%) are not satisfied about the
quality. Malls are air conditioned so people enjoying while purchasing and all things
related with the living available under one roof.
Table 13: Steps taken by consumer for goods/items are improper or inferior

Items
Consumer Protection Act
Lodging complaint in
Consumer Forum Cell
Return the goods to Mall
Don't know what to do
Total

No. of Respondent
110
140

Per Cent
28
35

76
74
400

19
18
100

Steps taken by consumers are given above. It has observed that 63 per cent
consumers are aware about the consumer protection, may in terms of Act or Forum
Cell. Very few consumers do not know about it. Some (19%) consumers are returning
the goods to the malls.

6.
Table 14: The Mode of Purchasing and its
Reasons Table 14: Mode I - Purchasing from
Super or Big Bazaar
Reasons
Goods available in proper quantity
Goods and Brand as per demand
Self purchasing is convenient
No chance for Deception
Knowledge about availability of goods
while selection
Knowledge of difference in prices of
goods of different brand
Others
Total

No. of
Respondent
102
118
128
140
120
94
76
778

Variable responses are obtained from the customers. It is found from the questioner
that the customers have given the multiple reasons for their choice as Big Bazaar. As
the responses are mixed it is impossible to draw the concrete result.
Table 14: Mode II --- Purchasing from retail shop near the house
Reasons
Purchase of goods at any time
No unconvinced for purchasing
No deception
Easy exchange of goods
Others
Total

No. of
Respondent
84
74
64
68
28
318

Table 14: Mode III --- Home-Delivery from Super / Big Bazaar
Reasons
No. of
Respondent
due to lack of time
50
Convenience
70
Payment by cheque or credit
112
card also available
Others
16
Total
248

The data analysis carried out shows that all-in-one stores, with everything from
groceries and vegetables to footwear, clothes, cosmetics, furnishings and electrical
items available under one roof, a growing middle class with higher disposable
incomes is heading for the Big Bazaar in droves. For some, it is a way
to chill out on movies and food in the added comfort of a fully air-conditioned space.
"In short, it is a living room for most of them." Introduction of organized retailing has
not been able to replace traditional markets, which are still popular among the
pocket conscious people, but has definitely added a new adventure to the shopping
experience.
5. CONCLUSION
There is no doubt the world is changing and consumer behaviour is evolving faster
than what would have normally expected. Consumers and producers are brought
together electronically in ways we have never before experienced. One of the most
exciting aspects of the new digital world is that consumers can interact directly with
other people who live around the block or around the people.
5(a). Impact of Organized Retailing
5(a).1 Socio Economic Impact
Livelihood of millions of small and big shopkeepers will be uprooted to setup the
chain of corporation owned retail. After farming, retailing is India's major occupation.
According to Census 2001, there were 269 lack main and 24 lack marginal workers
in wholesale and retail trade. Nearly 3 crore people depends on trade. 1.1 crore in
urban and 1.9 crore in rural areas. The growth of corporate retail will take place by
destroying the self-organised small retail in India. Reliance and Wal-Mart are
presenting themselves as friends and liberators of farmers and they refer to small
traders as middleman, as if they are not giant middleman. At least in the case of
small traders, farmers have a choice in the terms of whom to sell. Reliance and WalMart are monopolistic buyers who in due course of time will drive down procurement
prices of agriculture and manufactured products. They claim that they are paying
more to the farmers, but the truth is that they are at present procuring from the
existing Mandis (markets) all across the nation, and not straight from the farmers, so
there is no question of paying better returns to the farmers.
Benefits of organised retailing to consumer and society can be summarised as,
1.
Beautiful interiors with entertainment facility
2.
Extremely pleasing ambience
3.
Mall offers you much more than just shopping
4.
Huge gaming zone where kids can utilize the time at the optimum
5.
Malls are always being constructed at prime location and in high profile
areas. The changing trend, convenience of shopping, getting variety of items
under one roof attracts and induces people of all age group to frequently
visit malls.
6.
Generates employment opportunities, direct and indirect, for thousands

of people.
Considering the impact of Big Bazaar on the consumers retailers are rendering the
following services;
1.
2.
3.
4.
5.

Keeping the stock of the different verities of goods.

Applying various methods of demand creation.
Helping in the effective distribution of consumer goods.
Extending credit facilities to the consumers.
Providing many personal services to the consumers.

6.
Providing essential data and information to the manufacturers about
the trend in marketing changes in fashion, tests, etc.
7. Making available the good according to the season.
8. Gives proper advice to the customer.
5(a) 2. Effects of Organized retailing in India
1. All-in-one stores. With everything from groceries and vegetables to footwear,
clothes, cosmetics, furnishings and electrical items available under one roof, a
growing middle class with higher disposable incomes is heading for the malls in
droves.
2. For some, it is a way to chill out on movies and food in the added comfort of a
fully air-conditioned space. "In short, it is a living room for most of them."
3. On festivals, the malls can undoubtedly compete with a meal what with the
carnival-like atmosphere and no elbow room for the visitors.
4. The anchors that first pull the crowds here - and at other malls all over the
country - are as varied as they come. There are the US and European chains such as
McDonald's, Lacoste, Pizza Hut, Benetton, Subway, Marks & Spencer and Mango.
Their success has spawned the emergence of successful Indian chains such as
Pantaloon, Globus, Shoppers Stop, Giant, Lifestyle and Big Bazaar. Stores named
after popular branded merchandise also act as effective anchors
5. Introduction of organized retailing has not been able to replace traditional
markets, which are still popular among the pocket conscious people, but has
definitely added a new adventure to the shopping experience.
6. LIMITATIONS OF THE STUDY
The consumers are the universe of the research. It is very difficult to collect
information from every consumer, so we used the sampling method for research. Big
Bazaar has two outlet in Nagpur city (Ramdaspeth and Vardhamannagar ) so data
was collected from the consumers visited to these outlet. 400 consumers were
selected by Random Sampling Method. A Questionnaire was prepared for consumers

and this was filled up by the way of contacting the consumers and making some
queries regarding their opinion.
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