To Study on the consumer behaviour regarding organised food retail in Ludhiana RESEARCH REPORT Submitted to Punjab Technical University

In partial fulfillment of the requirements for the degree of

MASTER OF BUSINESS ADMINISTRATION By Shikha Gupta Roll No. 627222018 DEPARTMENT OF BUSINESS ADMINISTRATION PUNJAB COLLEGE OF TECHNICAL EDUCATION LUDHIANA

AFFILIATED TO PUNJAB TECHNICAL UNIVERSITY, JALANDHAR 2006 - 2007

CERTIFICATE This is to certify that the project report titled To Study on the consumer behaviour regarding organised food retail in LudhianaSubmitted for the partial fulfillment of the degree of Master of Business Administration(MBA) at Punjab College of Technical Education, Ludhiana affiliated to Punjab Technical Universiyy,Jalandhar,is a bonafide research work carried out by Shikha Gupta of MBA, University roll no.627222018, under my supervision. The assistance and help received during the course of investigation has been fully acknowledged.

___________________ Major Advisor Mr.Gautam Bansal Sr.Lecturer,Department of Business Management Punjab College of Technical Education,Ludhiana.

ACKNOWLEDGEMENT In the presentation of this project report,my most honoured teacher-guide Mr. Gautam Bansal was truly my bacon light who led me patiently and painstakingly from fumbling darkness to enkindling knowledge.Words cannot adequately describe my deep gratitude for his generous help.I am also beholden to my other respectable teachers who have contributed invaluable help in preparing this project report. I would like to thank all the respondance who spared few moments from there precious time to fill the questionaires and help me getting the required information. Last but not the least I would like to thank Dr. K.N.S Kang Director Punjab College Of Technical Education Ludhiana, whose help was immensely valuable in the completion of this project report.

Shikha Gupta MBA I Roll No: 627222018 Punjab College of Technical Education Ludhiana

A B

ABSTRACT In response to the growing importance of services in the economy and recognition by the different forms to use service as the distinguishing factor,my study is about the

consumer perception regarding the purchase of products from organised food retail outlets in Ludhiana. This study includes the awareness level of ludhiana citizens regarding the organized food retail outlets and the factors influencing the customers decision to visit organized food retail outlets and the study of the satisfaction level of the customers.

I ( Signature of the Major Advisor) Major Advisor Mr.Gautam Bansal Sr.Lecture,Department of Business Management Punjab College of Technical Education,Ludhiana

TABLE OF CONTENTS

CHAPTER

TITLE

PAGE NO.

1 2 3 4 5

INTRODUCTION RESEARCH METHODOLOGY ANALYSIS AND INTERPRETATION RESULTS AND FINDINGS CONCLUSION BIBLIOGRAPHY APPENDIX

1-15 16-18 19- 32 33 34 35 36-38

LIST OF TABLES
TABLE NO
1.1 3.1 3.2

TITLE
Showing the percentage of traditional and organised retail in South East Asia Showing the number of respondents who go for food shopping Showing the frequency of people to go for food shopping

PAGE NO
4 19

3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13 3.14

Showing the place which people prefer for food shopping Showing the factors which influenced people to shop from the organised Showing that it is better to buy fruits and vegetables from organised food retail outlets than mandis Showing the favourite food shopping outlet Showing the rank of various retail outlets on the basis of the preference of respondents Showing the factors considered important while shopping Showing the satisfaction level of the respondents towards the services of organised food retail outlets. Depicting that the organised food retail outlets are value for money Showing that the prices offered by organised retail outlets are less as compared to kirana stores Showing the rank of factors affecting the choice of organised food retail outlets Showing that the fruits and vegetables sold in the organised food retail outlets are more fresh than mandis Showing that the organised food retail outlets have made shopping more convenient by offering huge product range under one roof

LIST OF FIGURES

FIGURE NO
3.1 3.2 shopping

TITLE
Showing the number of respondents who go for food Showing the frequency of people to go for food shopping

PAGE NO
19

3.3 3.4

Showing the place which people prefer for food shopping Showing the factors which influenced people to shop from the organised

3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13 3.14

Showing that it is better to buy fruits and vegetables from organised food retail outlets than mandis Showing the favourite food shopping outlet Showing the rank of various retail outlets on the basis of the preference of respondents Showing the factors considered important while shopping Showing the satisfaction level of the respondents towards the services of organised food retail outlets. Depicting that the organised food retail outlets are value for money Showing that the prices offered by organised retail outlets are less as compared to kirana stores Showing the rank of factors affecting the choice of organised food retail outlets Showing that the fruits and vegetables sold in the organised food retail outlets are more fresh than mandis Showing that the organised food retail outlets have made shopping more convenient by offering huge product range under one roof