Retail Marketing
In the
Submitted to:
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ACKNOWLEDGEMENT
Retail is one of the most important and core subject of marketing which covers every aspect of
backend operations and front end services. After learning theoretical concepts of Retail
marketing, it was time for utilizing those concepts in practical applications which will enhance
learning and experience to many folds.
I am grateful to Prof. Sapna Parashar for giving me this golden opportunity in the form of retail
marketing project titled “Consumer perception towards Gourmet retailing”. I am thankful for
providing guidance to me and also valuable insights of retail marketing and consumer behavior.
I am grateful to all the respondents who gave their precious time to fill this survey. Without their
unbiased response this survey wouldn’t have been possible.
I am thankful to bakery shop owners of Ahmedabad who allowed me to visit their shops and
helped in analyzing the scenario.
I am grateful to all those who helped me directly and indirectly in successfully completing
this endeavor.
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EXECUTIVE SUMMARY
Gourmet retailing is one of the booming sector in India and caters to person who are great
connoisseurs of food and persons having great desire to relish delicious products. Target group
of this segment is price-insensitive but the only condition is presence of top most quality as well
as taste.
This research paper deals with the consumer perception towards gourmet retailing. Study of
consumer behavior and attitude is very important for the retailers as well as advertiser and
marketer. For success of any retail format the offering of promotion and services should be based
on the consumer behavior. Respondents of this survey have sampled by simple random sampling
method and data was collected through the e-mail questionnaires.
There are certain parameters which were ranked by the customers and those parameters are
Quality, Taste, Hygiene, Price, Variety, Service, Availability, Brand name, Location and
Environment. These were ranked after analyzing the data in SPSS and then general ranking were
given to all the parameters.
There were some characteristics of a retail store which impacts a customer visiting that store.
These characteristics are Taste, Smell, Service, Experience, Design, Theme, Music and Color.
Based upon the intensity of impact of these attributes of store, a retailer can change the layout
and format of a gourmet retail shop. Analysis done in SPSS helps to generate the most impactful
characteristics on the basis of the response of respondents.
Recommendations were also made for the marketers and advertisers as consumer behavior will
help them in proper formulation of brand message and then effectively and efficiently
communicating the same to the target group.
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TABLE OF CONTENTS
4. METHODOLOGY ………………………………………………………………. . 07
4.1 Sampling Design ……………………………………………………………… 07
4.2 Research Design ………………………………………………………………. 08
4.2.1 Classification of design ……………………………………………….. 09
4.3 Data Collection ………………………………………………………………… 09
5. ANALYSIS ……………………………………………………………………..…. 11
6. RECOMMENDATION ………………………………………………………….... 35
6.1 Recommendation for Retailers ……………………………………………….. 35
6.2 Recommendation for Marketers/Advertisers …………………………………. 37
7. LIMITATIONS …………………………………………………………….……… 38
APPENDIX I ……………………………………………………………………… 39
APPENDIX II …………………………………………………………………….. 41
REFERENCES ……………………………………………………………………. 42
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1. Introduction – Gourmet Retailing
The gourmet food retailing industry is a continuously evolving selection of gourmet and fine
foods that cater to the needs of an up-scale audience. The segment caters to those who
understand the finer tastes, are widely travelled or are willing to explore new and alternate
cuisines and ingredients. While trends keep changing, there has been a constant demand for
wines, cheeses and meats. Gourmet retailing is the new wave in the Indian retail industry.
Modern retailers are adding menus, wine lists and dining tables to their old standbys like the
produce aisle, deli and express cashier line. Revolution is taking place across the nation in the
eating habits of consumers, and also the growing popularity of gourmet food in India is largely
due to the increasing number of people venturing abroad to exotic places for vacations and
business reasons.
Retail and business consulting firm Technopak Advisors estimate the current market size of
gourmet food market in India at Rs 4,500 crore (SEC A), with the NCR, Mumbai and
Bangalore combined accounting for more than half the total market. Whether it’s Turkish
hazelnuts, Italian gelato or French cheese and wine vinegars, or fine breads, the time could well
have come for high-end brands in the country.
The growth of the retail sector in India is also a huge boost to the gourmet food sector and the
growing cadres of food importers bears testimony to the popularity and demand for access to
global gourmet specialties at equally enticing retail environments. Gourmet is like any
conventional food and grocery product, but carries upscale packaging and is premium-priced and
positioned for the elite consumers. The concept of gourmet retailing may be new in India, but
experimentation with food is an age old practice. So while technically, gourmet retailing is still
in its nascent stage in India, there is reasonably a large section of consumers who love and use
such products and are willing to experiment with food from around the globe.
The gourmet retailing market in India is still small and niche. It caters to 2% - 5% of the
consumers. Few organized chains like Godrej Nature’s Basket are striving to cater to the needs
of this market. The good news is that this segment has massive buying power, is relatively price
insensitive and is a segment that is growing fast and furiously.
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2. Problem Statement:
Gourmet means “A person who knows a lot about food and cooking, and who enjoys eating
high-quality food” and thus it is clear that gourmet retailing is high involvement service. If a
connoisseur of food doesn’t like the food once then he will never come back at same store. Thus
fulfilling the expectation of customers consistently is very necessary. But customer satisfaction
will be achieved by knowing customers preferences and perception.
Gourmet retailing is the new revolution in the field of retail industry in India. So the awareness
level of Gourmet retailing is very less among the customer. Also consumer behavior towards
Gourmet retailing which plays a very important role in designing the strategies by retailers is
blurred and not clear. The Research deals with consumer perception towards the difference
between the perceived values towards branded and unbranded products and retail value
proposition of gourmet retailers.
3. Research Objective:
Impact of parameters like Service, Theme, Color, Design, Music, Smell, Taste and
Experience which plays important role in attracting and retaining customers.
Ranking of parameters such as Quality, Price, Taste, Brand name, Service, Environment,
Availability, Location, Variety and Hygiene.
Main purpose of the visit or purchase of Gourmet items.
Type of service which is required by a customer in any Gourmet retail shop.
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4. Methodology:
The system of collecting data for research projects is known as research methodology. The data
may be collected for either theoretical or practical research. Methodology comprises of the
complete process of the research which will generate required information and findings from the
data. It comprises of selection of sampling method and sampling population, research design,
data collection methods, data analysis and limitations of the research conducted. Thus we can
divide our research methodology as:
When organizations require data they either use data collected by somebody else (secondary
data), or collect it themselves (primary data). This is usually done by sampling that is collecting
data from a representative sample of the population they are interested in.
A population need not be human. In statistics we define a population as the collection of ALL
the items about which we want to know some characteristics. As the whole population cannot be
traced and also the research process should be fast and cost-effective thus sampling is done to
represent a sample from the population. Also the sample should be done without any bias and
also the sample should represent the target segment which a researcher wants to focus out of
whole population.
Probability sampling was conducted in this research as a probability sampling method is any
method of sampling that utilizes some form of random selection. In order to have a random
selection method, we have to set up some process or procedure that assures that the different
units in your population have equal probabilities of being chosen. Thus simple random sampling
was the most effective sampling method which was devised.
In this research sample was chosen based upon the target customers who represent the population
and chances or probability of their selection is equal in every case. This sampling method is the
most cost-efficient way of collecting data and also effective in Gourmet retailing research. Steps
in sampling design are:
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Target Population: Gourmet food items are those items which are premium in their
category and it is liked by connoisseurs of food and bakery products. Thus our target
population is person having liking of bakery products and also those who have high
disposable income.
Thus our sampling target population will be mostly single Software professionals who
have high disposable incomes and households or families which visits bakery shops
regularly.
Sampling Frame: Sampling frame (synonyms: "sample frame", "survey frame") is the
actual set of units from which a sample has been drawn: in the case of a simple random
sample, all units from the sampling frame have an equal chance to be drawn and to occur
in the sample. In the ideal case, the sampling frame should coincide with the population
of interest. It is a listing that should include all those in the population to be sampled and
exclude all those who are not in the population is the sampling frame. Sampling frame is
also very important part of a research as it helps in the elimination and duplicity and
redundancy of the data.
In this research, all those respondents who were not in the target population of the
sampling were eliminated from the analysis as the conclusion drawn after analysis should
represent the behavior of whole population.
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4.2.1 Classification of Designs:
This research is based upon exploratory studies as it is dedicated towards the immediate
exploration of consumer behavior, attitude and perception towards gourmet retailing.
Future research projects may be based upon the hypothesis developed on these findings.
Method of data collection will be based on communication Study. Data or response is
collected by filling of questionnaires.
As in this research the researcher has no control over the external environment and
variables hence the study is ex post facto design.
Perception study is a Descriptive study.
Cross-sectional study is carried out in this case as this study represents a snapshot of
time.
The topical scope of this research extends to Statistical studies.
Design of this research is also based on the actual environment conditions i.e field
conditions.
Data collection is a term used to describe a process of preparing and collecting data. The
purpose of data collection is to obtain information to keep on record, to make decisions about
important issues, to pass information on to others. Primarily, data is collected to provide
information regarding a specific topic. In general marketers can select from two basic
approaches to data collections using primary methods:
Research is based upon the primary research and quantitative data collection methods. In primary
data collection, you collect the data yourself using methods such as interviews and
questionnaires. The key point here is that the data collected is unique for researcher as well as for
the objective of research.
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There are many methods of collecting primary data and the main methods include:
Questionnaires
Interviews
Observation
Critical incidents
Portfolios.
Out of these data collection tools, for qualitative data collection questionnaires is the most
powerful tool. Questionnaires were mailed to the respondents who were in the target group and
their responses were collected in the excel sheet. Advantages of sending questionnaires are:
Relatively cheap.
No interviewer bias.
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5. Analysis:
FREQUENCY OF PURCHASE:
Freq_1
Cumulative
Frequency Percent Valid Percent Percent
This graph shows that most of the people in India visit gourmet retail either on daily basis
or they visit very seldom. As the gourmet retail is for premium segment thus we can
deduce from the frequency of visits in a gourmet shop. Demographics of person who visit
gourmet retail are those who have high disposable income.
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RANKING GIVEN TO EACH PARAMETER
Quality_2
Cumulative
Frequency Percent Valid Percent Percent
Valid 1 47 48.5 48.5 48.5
10 2 2.1 2.1 50.5
2 23 23.7 23.7 74.2
3 8 8.2 8.2 82.5
4 7 7.2 7.2 89.7
5 6 6.2 6.2 95.9
6 1 1.0 1.0 96.9
7 1 1.0 1.0 97.9
9 2 2.1 2.1 100.0
Total 97 100.0 100.0
Price_2
Cumulative
Frequency Percent Valid Percent Percent
Valid 9 6 6.2 6.2 6.2
8 13 13.4 13.4 19.6
7 8 8.2 8.2 27.8
6 3 3.1 3.1 30.9
5 9 9.3 9.3 40.2
4 18 18.6 18.6 58.8
3 23 23.7 23.7 82.5
2 11 11.3 11.3 93.8
10 6 6.2 6.2 100.0
Total 97 100.0 100.0
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3) Ranking of Taste by respondents:
Taste_2
Cumulative
Frequency Percent Valid Percent Percent
Valid 9 1 1.0 1.0 1.0
7 1 1.0 1.0 2.1
6 4 4.1 4.1 6.2
5 2 2.1 2.1 8.2
4 8 8.2 8.2 16.5
3 20 20.6 20.6 37.1
2 28 28.9 28.9 66.0
10 1 1.0 1.0 67.0
1 32 33.0 33.0 100.0
Total 97 100.0 100.0
Brand_2
Cumulative
Frequency Percent Valid Percent Percent
Valid 9 16 16.5 16.5 16.5
8 21 21.6 21.6 38.1
7 13 13.4 13.4 51.5
6 14 14.4 14.4 66.0
5 7 7.2 7.2 73.2
4 6 6.2 6.2 79.4
3 3 3.1 3.1 82.5
10 14 14.4 14.4 96.9
1 3 3.1 3.1 100.0
Total 97 100.0 100.0
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5) Ranking of Service by respondents:
Service_2
Cumulative
Frequency Percent Valid Percent Percent
Valid 9 16 16.5 16.5 16.5
8 6 6.2 6.2 22.7
7 18 18.6 18.6 41.2
6 10 10.3 10.3 51.5
5 19 19.6 19.6 71.1
4 12 12.4 12.4 83.5
3 3 3.1 3.1 86.6
2 5 5.2 5.2 91.8
10 8 8.2 8.2 100.0
Total 97 100.0 100.0
Environment_2
Cumulative
Frequency Percent Valid Percent Percent
Valid 9 19 19.6 19.6 19.6
8 12 12.4 12.4 32.0
7 19 19.6 19.6 51.5
6 6 6.2 6.2 57.7
5 7 7.2 7.2 64.9
4 6 6.2 6.2 71.1
3 2 2.1 2.1 73.2
2 1 1.0 1.0 74.2
10 23 23.7 23.7 97.9
1 2 2.1 2.1 100.0
Total 97 100.0 100.0
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7) Ranking of Availability by respondents:
Availability_2
Cumulative
Frequency Percent Valid Percent Percent
Valid 9 6 6.2 6.2 6.2
8 11 11.3 11.3 17.5
7 15 15.5 15.5 33.0
6 22 22.7 22.7 55.7
5 11 11.3 11.3 67.0
4 8 8.2 8.2 75.3
3 7 7.2 7.2 82.5
10 16 16.5 16.5 99.0
1 1 1.0 1.0 100.0
Total 97 100.0 100.0
Location_2
Cumulative
Frequency Percent Valid Percent Percent
Valid 9 13 13.4 13.4 13.4
8 14 14.4 14.4 27.8
7 2 2.1 2.1 29.9
6 16 16.5 16.5 46.4
5 10 10.3 10.3 56.7
4 6 6.2 6.2 62.9
3 9 9.3 9.3 72.2
2 8 8.2 8.2 80.4
10 17 17.5 17.5 97.9
1 2 2.1 2.1 100.0
Total 97 100.0 100.0
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9) Ranking of Variety by respondents:
Variety_2
Cumulative
Frequency Percent Valid Percent Percent
Valid 9 14 14.4 14.4 14.4
8 12 12.4 12.4 26.8
7 12 12.4 12.4 39.2
6 12 12.4 12.4 51.5
5 12 12.4 12.4 63.9
4 19 19.6 19.6 83.5
3 2 2.1 2.1 85.6
2 7 7.2 7.2 92.8
10 5 5.2 5.2 97.9
1 2 2.1 2.1 100.0
Total 97 100.0 100.0
Hygiene_2
Cumulative
Frequency Percent Valid Percent Percent
Valid 9 4 4.1 4.1 4.1
8 8 8.2 8.2 12.4
7 8 8.2 8.2 20.6
6 9 9.3 9.3 29.9
5 14 14.4 14.4 44.3
4 7 7.2 7.2 51.5
3 20 20.6 20.6 72.2
2 14 14.4 14.4 86.6
10 5 5.2 5.2 91.8
1 8 8.2 8.2 100.0
Total 97 100.0 100.0
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DISTRIBUTION OF PARAMETERS W.R.T RANKING
Rank 1
Rank 1
47
32
8
3 2 2 2
0 0 1
This graph shows that main priority by customer is given to Quality, Taste and hygiene
whenever they choose any Gourmet retail.
Rank 2
Rank 2
28
23
14
11
8 7
5
0 1 0
According to this graph it can be concluded that taste, Quality, Hygiene plays 2 nd most important
role for any shop. Location as well as variety has similar influence on customer.
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3) Parameters which were ranked 3 by 97 respondents:
Rank 3
Rank 3
23
20 20
9
8
7
3 3
2 2
For rank 3 the main parameter is hygiene. price and taste factor plays same role for rank 3. Rest
parameters are within range 2-7 so it has less importance in analysis for rank 3.
Rank 4
Rank 4
19
18
12
8 8
7 7
6 6 6
For rank 4, variety and price comes into consideration. Both have almost same importance in the
analysis for the rank4. But prior rank analysis shows price to be ranked 4.
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5) Parameters which were ranked 5 by 97 respondents:
Rank 5
Rank 5
19
14
12
11
10
9
7 7
6
Rank 5 has Variety as the main parameter which has prime importance and it can also be
concluded if we take reference from the rank 4 and rank 3 graphs. Thus it can be observed that
variety of products has also importance in a gourmet shop.
Rank 6
Rank 6
22
16
14
12
10
9
6
3 4
1
Service is ranked 6 in the importance parameter list because it is ranked above availability and
location in above graphs.
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7) Parameters which were ranked 7 by 97 respondents:
Rank 7
Rank 7
19
18
15
13
12
8 8
2
1 1
Availability is ranked number 7 in the parameter importance list. There is tie in between
availability and environment but using the prior rank graphs it can be concluded that Availability
should be ranked 7.
Rank 8
Rank 8
21
14
13 12 12
11
8
6
0 0
Brand name is ranked 8 in the gourmet retail shop. Hence a retailer should focus less on the
ambience part but it should not be neglected.
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9) Parameters which were ranked 9 by 97 respondents:
Rank 9
Rank 9
19
16 16
14
13
6 6
4
2
1
Location is ranked 9th in this list because if above 8 ranks are fully satisfied then customers will
definitely come to their retail irrespective of location and distance.
Rank 10
Rank 10
23
17
16
14
8
6
5 5
2
1
Ambience plays a very important role in any shop but not in the case of Gourmet shop. Hence it
is ranked 10. But it should not be concluded that it has no importance. This importance list is a
relative list.
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REASON OF VISIT:
Reason of visit_3
Cumulative
Frequency Percent Valid Percent Percent
Out of 97 respondents, 51 respondents visited shop because of their past experience and 35 were
influenced by advice of their friends and relatives.
REASON OF PURCHASE:
Reason of Purchase_4
Cumulative
Frequency Percent Valid Percent Percent
71 had gourmet items because they wanted to have something delicious and 36 for birthdays.
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REASON OF VISIT_3 * REASON OF PURCHASE_4 CROSSTABULATION
Reason of Purchase_4
0 1 2 3 4 5
Reason of visit_3 0 1 4 3 4 3 0
1 2 2 1 0 0 0
2 1 4 4 28 3 1
4 0 0 0 7 1 1
5 0 0 0 0 0 0
Total 4 10 8 39 7 2
Reason of Purchase_4
6 7 8 9 10 Total
Reason of visit_3 0 0 0 0 1 0 16
1 0 0 0 1 0 6
2 3 5 0 2 0 51
4 0 4 2 2 2 19
5 0 1 1 3 0 5
Total 3 10 3 9 2 97
According to this cross tabulation table it can be observed that the respondents who have past
experience come to retail shop for having something delicious. These are loyal customers who
drive the sales of any shop.
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IMPACT OF PARAMETERS ON THE CUSTOMERS WHEN THEY VISIT GOURMET
RETAIL:
1) Service:
Service_5
Cumulative
Frequency Percent Valid Percent Percent
Total 97 100.0
Service
Service
52
37
5
2
Impact of services is moderate on the respondents as 52 out of 97 respondents have shown that
services have moderate influence.
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2) Theme:
Theme_5
Cumulative
Frequency Percent Valid Percent Percent
Theme
Theme
32
29
22
14
Impact has also very moderate type of impact on the respondents. Also many respondents were
not even bothered of the theme of the shop. This shows that why customers gave least ranking to
environment factor.
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3) Color:
Color_5
Cumulative
Frequency Percent Valid Percent Percent
Color
Color
31 30
23
13
Color in the shop also doesn’t play much importance role for the customers. Because only 13
have said that color has high impact. here also not bothered are very much and also least
important is 23. This shows that environment and ambience factor is not much important in the
gourmet retail.
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4) Design:
Design_5
Cumulative
Frequency Percent Valid Percent Percent
Design
Design
35
32
16
14
Design has moderate as well as least impact on the customers. This shows that layout has some
impact on the customers when they enter the retail shop.
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5) Music:
Music_5
Cumulative
Frequency Percent Valid Percent Percent
Music
Music
40
30
14 13
Respondents are least bothered of the music playing in the shop. But then also the music should
be in synchronization with the ambience and theme of the store.
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6) Smell:
Smell_5
Cumulative
Frequency Percent Valid Percent Percent
Smell
Smell
50
42
4
1
Respondents have high impact because of the prevalent smell and fragrance in the shop. This
excites and attracts a customer to purchase a product and also the perceived quality of store
increases.
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7) Taste:
Taste_5
Cumulative
Frequency Percent Valid Percent Percent
Taste
Taste
85
9
3 0
Taste has the highest impact on the customers. This proves the result that quality is 1 st ranked in
all the parameters. Thus every retailer should mainly emphasize on the taste and quality factor.
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8) Experience:
Experience_5
Cumulative
Frequency Percent Valid Percent Percent
Experience
Experience
51
30
11
5
Experience and feel in the store has also very high importance. These are the intangibles factors
which have to be consistently maintained in the gourmet retail shop.
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High Impact and Moderate impact parameters comparison:
Parametrs impact
High Impact Moderate Impact
52
37 32 31 85
35 42
30 50 51
14
13 14 30
14
9
Service Theme
Color Design Music
Smell Taste Experience
We can compare all the parameters on the basis of their intensity of impact on the customers.
Front bars are high impact and rear bars are moderate impacts.
From the above graph it can be concluded that most important and impactful parameters are
taste, smell, service and experience.
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TYPE OF SERVICE:
Service Reqd
Service Reqd
49 48
There is a clear confusion whether any retailer should have self-service format or the retailer
should provide the service in their stores as in the restaurants.
We can also analyze from the above graph that 50% of the respondents have opted for self-
service whereas 50% have opted for retailer’s service.
Type of service_7
0 1 Total
Brand_6 0 19 22 41
1 22 17 39
2 8 8 16
Total 49 47 96
From this correlation it can be analyzed that customers who have opted for local brands want
retailers service while others who have opted for national brands want self-service.
Thus it can be concluded that depending upon the shop or franchise a retailer should take the
decision for type of service to be rendered.
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QUALITY AND TASTE EXCELLENCE OVER MONEY:
Cumulative
Frequency Percent Valid Percent Percent
91
Yes No
From the above graph it can be deduced that customers of gourmet retail or target group of
gourmet food are not price sensitive.
They value quality and taste of the product more than the price of that product.
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6. Recommendations:
Recommendations based on the above findings can be made useful for the retailers as well as
marketers and advertisers. Different recommendations are made for both the group.
a) Ranking of the parameters which are important for the gourmet retailer to attract
customers are ranked as follows:
1. Quality
2. Taste
3. Hygiene
4. Price
5. Variety
6. Service
7. Availability
8. Brand name
9. Location
10. Environment
This ranking has been done according to the generalized analysis of the response of the
97 respondents. Based on above ranking a retailer has to take its decisions while
operating a gourmet retail shop.
b) A customer visits a gourmet retail shop because of the past experience and also based on
the advice by his/her friends and relatives. Thus for attracting new customers and
customer retention, a retailer should provide best service consistently
c) Purchase of gourmet items are generally based on the eating habit of individual. Thus
most of the respondents purchase gourmet food to have something delicious. Birthday
celebration also helps in increase in sales.
d) Respondents who have past experience come to retail shop for having something
delicious. These are loyal customers who drive the sales of any shop. Thus proper
relationship should be maintained with loyal customers by having some loyalty
programs and promotions focused towards loyal customers.
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e) A customer whenever enters a shop, he should feel a difference in the atmosphere of the
store. For this a retailer should create impact by attracting all the 5 senses of the
customers. Impact of the store characteristics on the customers when they enter a gourmet
shop are (descending order of their impact on customers):
1. Taste
2. Smell
3. Service
4. Experience
5. Design
6. Theme
7. Music
8. Color
Thus a retailer should maintain the atmosphere in the Retail shop by emphasizing on
the uniqueness and differentiating factors so that the customer visit the shop not
only for purchase but also for having mood change and fun in daily routine life.
f) Customers who have opted for local brands want retailer’s service while others who have
opted for national brands want self-service. Thus do-it-yourself concept would be
profitable for the local Gourmet retailers.
g) Customers of gourmet retail or target group of gourmet food are not price sensitive. They
value quality and taste of the product more than the price of that product. Thus main
target group are connoisseurs who have great desire for taste and persons having high
standard of living as well as high disposable income. Hence retail shop should provide
the best of all quality for the connoisseurs and they should also keep innovating there
menu list.
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6.2 Recommendation for Marketers/Advertisers:
Marketers and advertisers are also stakeholders of a retail shop thus they should also
formulate their strategies depending upon the consumer behavior. Their communication
should be directed towards the proper target group and the brand message should be
communicated effectively and efficiently. Some of the recommendations are:
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7. Limitations:
There are several limitations attached to the use of questionnaires for collection of data and same
was observed in the collecting data for this research also. Some of the limitations are:
Design problems.
But because of so many advantages and benefits irrespective of limitations, questionnaires were
used. The questionnaire was very short having questions focusing on consumer perception and
attitude while they make choice of Gourmet Retail among many. This perception is evaluated by
utilizing interval data, Ordinal data and Nominal data. Ranking question was used to rank
the parameters which affect the consumer perception and interval data was used for measuring
the impact of characteristics of a gourmet retail shop on the consumers when they visit shop.
The most important limitation of study of consumer perception is that “Consumer behavior
changes with time”
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APPENDIX I
Research Questionnaire
Name:
Age:
Q2 : Why do you prefer a particular bakery? (Rank – 1 for highest priority and 10 for lowest)
Quality
Price
Taste
Brand
Service
Environment
Availability of Products
Location
Variety
Hygiene
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Q5 : What is the impact of following parameters on you during a bakery shop visit ? (Tick)
APPENDIX II
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Code Book
REFERENCES
Page | 41
Webliography
http://www.gourmetretailer.com
http://www.indiainfoline.com/Research/LeaderSpeak/Mohit-Khattar-Managing-Director-
Godrej-Natures-Basket/18555922
http://www.thehindubusinessline.com/catalyst/2007/06/28/stories/2007062850080100.htm
http://www.imagesfood.com/CategoryWatch_Details.aspx?Id=16
http://foodbizdaily.com/articles/92799-food-retail-in-india-an-overview.aspx
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http://www.tardis.ed.ac.uk/~kate/qmcweb/qcont.htm
http://www.spsstools.net/spss.htm
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