Annexure I: Questionnaire for Retailers’

The present questionnaire will be used for studying various Sales and Profit
Maximization Techniques in Retailing in Pune city.

I) Personal Information
1. Name of the respondent:
______________________________________________________

2. Name of the company:

______________________________________________________

3. Designation:
______________________________________________________

4. Address:
______________________________________________________

II) Business Profile

5. Type of retail store (To be filled by Researcher / Field Reviewer)
a. Organized Retail ( )
b. Unorganized Retail ( )

6. Total number of staff working at your shop: ___________ No.’s

7. Which categories of the product do you sell?

a. Grocery/FMCG ( )
b. Apparel ( )
c. Toys ( )
d. Cosmetics ( )
e. Electronic/Electrical Goods ( )
f. Books, Music and Gifts ( )
g. Footwear ( )
h. Furniture ( )
i. Kitchen Appliances ( )
j. Any Other, Please Specify ( )
_______________________________________

8. Total Number of products available at your shop

a. Less than 500 ( )
b. 501 to 1000 ( )
c. 1001 to 5000 ( )
d. 5001 to 10000 ( )
e. More than 10001 ( )

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9. How do you rate the overall performance of your store?
a. Very Satisfactory
b. Satisfactory
c. Neutral
d. Unsatisfactory
e. Very Unsatisfactory

10. What is the percentage of profit growth of your store than last year?
a. Negative
b. 0 to 10%
c. 11 to 25%
d. 26 to 50%
e. 51 to 75%
f. More than 75%

III) Sales Techniques

11.Which of these following elements are important to you to encourage immediate sales
for your store?
5 4 3 2 1
Very Important Important Moderately Important Of Little Important Unimportant
Please circle a rating indicating your perceived level of importance.
a. Advertising (Print/Media) 5 4 3 2 1
b. Personal Selling 5 4 3 2 1
c. Sales Promotions 5 4 3 2 1
d. Public Relations 5 4 3 2 1
e. Direct Marketing 5 4 3 2 1
f. Sponsorship 5 4 3 2 1
g. Publicity 5 4 3 2 1
h. Internet Marketing 5 4 3 2 1

12. Please circle a rating indicating your perceived level of agreement (as 5: Strongly
Agree, 4: Agree, 3: Undecided, 2: Disagree, 1: Strongly Disagree) for following
statements
Sales promotions are important….
a. To introduce new products or services 5 4 3 2 1

b. To attract new customers 5 4 3 2 1

c. To induce existing customers to buy more 5 4 3 2 1

d. Helps the firm to remain competitive 5 4 3 2 1

e. To increase sales in off-seasons 5 4 3 2 1

f. To add to the stock of the dealers 5 4 3 2 1

13. How frequently you perform sales promotions in your stores?

a. Very Frequently
b. Frequently

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 c. Occasionally
d. Rarely
e. Very Rarely
14.Kindly rate the frequency of following sales promotions offered at your store

5 4 3 2 1
Very Frequently Frequently Occasionally Rarely Never
a. Sampling 5 4 3 2 1
b. Free trial 5 4 3 2 1
c. Free gifts 5 4 3 2 1
d. Contests 5 4 3 2 1
e. Special pricing 5 4 3 2 1
f. Loyal reward program 5 4 3 2 1
g. Coupons 5 4 3 2 1
h. Rebates 5 4 3 2 1
i. Point-of-sale display 5 4 3 2 1
j. Free-standing insert 5 4 3 2 1
k. Extra product (1+1 free) 5 4 3 2 1
l. Exchange scheme 5 4 3 2 1
m. EMI 5 4 3 2 1
n. Free delivery/installation 5 4 3 2 1
o. Extended warranty/guarantee 5 4 3 2 1

IV) Profit Maximization Techniques

1. Which of the following variable cost is essential to monitor regularly to maintain

lower cost of retail operations?

5 4 3 2 1
Very Important Important Moderately Important Of Little Important Unimportant
Please circle a rating indicating your perceived level of importance.

a. Cost of promotions inside stores 5 4 3 2 1

b. Cost of promotions outside stores 5 4 3 2 1

c. Electricity cost 5 4 3 2 1
d. Telephone cost 5 4 3 2 1
e. Store maintenance cost 5 4 3 2 1
f. Human resource cost 5 4 3 2 1
g. Incentives 5 4 3 2 1
h. Stationery 5 4 3 2 1
i. Breakage/waste 5 4 3 2 1
j. Shoplifting 5 4 3 2 1
k. Transportation Cost 5 4 3 2 1

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16. Which of the following practices your store follows for profit maximization

5 4 3 2 1
Very Frequently Frequently Occasionally Rarely Never

a. Use of IT for Billing/Inventory 5 4 3 2 1

b. Reduction of Waste/pilferage/shoplifting 5 4 3 2 1
c. Minimization of workforce 5 4 3 2 1
d. Training to staff 5 4 3 2 1
e. Hub and spoke system of distribution 5 4 3 2 1
f. Inside store promotions 5 4 3 2 1
g. Private labels 5 4 3 2 1
h. Promoting local brands 5 4 3 2 1
i. Merchandise rationalization 5 4 3 2 1
j. In-store-branding 5 4 3 2 1
k. Buying experiences to customers 5 4 3 2 1

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 Annexure II: Questionnaire for Retail Customers’

The present questionnaire will be used for studying various Sales and Profit
Maximization Techniques in Retailing in Pune city.

I) Personal Information
1. Name of the Respondent: ________________________________________________

2. Age: _______________ years

3. Gender:
a. Male ( ) b. Female ( )

4. Marital Status
a. Single ( )  b. Married ( ) 
c. Widower ( )  d. Divorcee ( ) 

5. Occupation
a. Student ( )  c. Service ( )

b. Business ( )  d. Professionals ( ) 

6. Family’s Monthly Income (INR)

a. Less than - 10,000 ( ) d. 10,001 - 20,000 ( )

b. 20,001 - 30,000 ( ) e. 30,001 - 40,000 ( )
c. 40,001 - and above ( )

II) Shopping Behaviour

7. Which product categories you buy from retail stores (Real / Bricks and Mortar
Retailers)
a. Grocery/FMCG ( )
b. Apparel ( )
c. Toys ( )
d. Jewellery and Cosmetics ( )
e. Electronic/Electrical Goods ( )
f. Books, Music and Gifts ( )
g. Footwear ( )
h. Furniture ( )
i. Kitchen Appliances ( )
8. Which is your preferred day for shopping?
a. Monday ( )
b. Tuesday ( )
c. Wednesday ( )
d. Thursday ( )
e. Friday ( )
f. Saturday ( )

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 g. Sunday ( )
h. No specific preference ( )
9. Which is your preferred time for shopping?
a. Morning ( )
b. Afternoon ( )
c. Evening ( )
d. No specific preference ( )

10. How important are the following elements from your perspective during shopping?
5 4 3 2 1
Very Important Important Moderately Important Of Little Important Unimportant
a. Convenience (24 X 7) 5 4 3 2 1
b. Variety of Merchandise 5 4 3 2 1
c. Merchandise display 5 4 3 2 1
d. Ease in Comparison 5 4 3 2 1
e. Time 5 4 3 2 1
f. Service accuracy (Fulfillment) 5 4 3 2 1
g. Compensation 5 4 3 2 1
h. Privacy 5 4 3 2 1
i. Offers 5 4 3 2 1
j. Previous usage experiences 5 4 3 2 1
k. Security 5 4 3 2 1
l. Brands availability 5 4 3 2 1
m. Store location 5 4 3 2 1
n. Store ambience 5 4 3 2 1

11. Kindly rate the frequency of following sales promotional techniques which influences
your shopping behaviour

5 4 3 2 1
Very Frequently Frequently Occasionally Rarely Never
a. Sampling 5 4 3 2 1
b. Free trial 5 4 3 2 1
c. Free gifts 5 4 3 2 1
d. Contests 5 4 3 2 1
e. Special pricing 5 4 3 2 1
f. Loyal reward program 5 4 3 2 1
g. Coupons 5 4 3 2 1
h. Rebates 5 4 3 2 1
i. Point-of-sale display 5 4 3 2 1
j. Free-standing insert 5 4 3 2 1
k. Extra product (1+1 free) 5 4 3 2 1
l. Exchange scheme 5 4 3 2 1
m. EMI 5 4 3 2 1
n. Free delivery/installation 5 4 3 2 1
o. Extended warranty/guarantee 5 4 3 2 1

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12. Please circle a rating indicating your perceived level of agreement for following
statements (as 5: Strongly Agree, 4: Agree, 3: Undecided, 2: Disagree, 1: Strongly
Disagree)
a. I like to go to stores to see what's new 5 4 3 2 1

b. I like to shop in many different stores 5 4 3 2 1

c. I like to experiment with products 5 4 3 2 1

d. I prefer to shop in stores that offer a wide

Selection of products 5 4 3 2 1

e. I like to shop at supermarkets to collect

loyalty points 5 4 3 2 1

f. I make purchases only when there is need

(No impulse purchase) 5 4 3 2 1

g. Promotion influences my shopping 5 4 3 2 1

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 Sample Size Table*
From The Research Advisors
There are various formulas for calculating the required sample size based upon whether
the data collected is to be of a categorical or quantitative nature (e.g. is to estimate a
proportion or a mean). These formulas require knowledge of the variance or proportion
in the population and a determination as to the maximum desirable error, as well as the
acceptable Type I error risk (e.g., confidence level).
But why bother with these formulas?
It is possible to use one of them to construct a table that suggests the optimal sample size
– given a population size, a specific margin of error, and a desired confidence
interval. This can help researchers avoid the formulas altogether. The table below
presents the results of one set of these calculations. It may be used to determine the
appropriate sample size for almost any study.
Many researchers (and research texts) suggest that the first column within the table
should suffice (Confidence Level = 95%, Margin of Error = 5%). To use these values,
simply determine the size of the population down the left most column (use the next
highest value if your exact population size is not listed). The value in the next column is
the sample size that is required to generate a Margin of Error of 5% for any population
proportion.
However, a 10% interval may be considered unreasonably large. Should more precision
be required (i.e., a smaller, more useful Margin of Error) or greater confidence desired
(0.01), the other columns of the table should be employed.
Thus, if you have 5000 customers and you want to sample a sufficient number to
generate a 95% confidence interval that predicted the proportion who would be repeat
customers within plus or minus 2.5%, you would need responses from a (random) sample
of 1176 of all your customers.
As you can see, using the table is much simpler than employing a formula.

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Professional researchers typically set a sample size level of about 500 to optimally
estimate a single population parameter (e.g., the proportion of likely voters who will vote

229
for a particular candidate). This will construct a 95% confidence interval with a Margin
of Error of about +/-4.4% (for large populations).
Since there is an inverse relationship between sample size and the Margin of Error,
smaller sample sizes will yield larger Margins of Error. For example, a sample size of
only 100 will construct a 95% confidence interval with a Margin of Error of almost +/-
13%, too large a range for estimating the true population proportion with any accuracy.
Note that all of the sample estimates discussed present figures for the largest possible
sample size for the desired level of confidence. Should the proportion of the sample with
the desired characteristic be substantially different than 50%, then the desired level of
accuracy can be established with a smaller sample. However, since you can’t know what
this percentage is until you actually ask a sample, it is wisest to assume that it will be
50% and use the listed larger sample size.
The number of sub-groups (or “comparison” groups) is another consideration in the
determination of a sufficient sample size. Since the parameter must be measured for
each sub-group, the size of the sample for each sub-group must be sufficiently large to
permit a reasonable (sufficiently narrow) estimation.
Treat each sub-group as a population and then use the table to determine the
recommended sample size for each sub-group. Then use a stratified random sampling
technique within each sub-group to select the specific individuals to be included.
If you would like to calculate sample sizes for different population sizes, confidence
levels, or margins of error, download the Sample Size spreadsheet and change the input
values to those desired.

Note: The spreadsheet was designed for a 17” monitor, so you may have to resize it
(“Zoom” it out).

The formula used for these calculations was:

230
This formula is the one used by Krejcie & Morgan in their 1970 article “Determining
Sample Size for Research Activities” (Educational and Psychological Measurement, #30,
pp. 607-610
* Copyright, 2006, The Research Advisors www.research-advisors.com, All rights
reserved.

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 Pune- Number of organized Retail Shops (Population)
(Grocery,Apparel,Toys,Cosmetics,Electronics/Electric,Books,Music &
Gifts,Furniture,Kitchen Appliances)

Grocery +
More 11
Big Bazaar 6
Reliance Fresh 10
D-Mart 4
Food plus 2
Vishal Mega Mart 1
Hypercity 2
Star Daily 1
Apparel
Pantaloon 2
Central 4
Global Desi 1
Westside 1
Marks & Spencer 2
Shoppers stop 3
Max 2
Cotton king 4
Peter England 2
Cambridge- 2
Zodiac 2
Lacoste 1
Allen Solly 1
Loius Phillipe 1
Arrow 1
Zara 1
Levis 1
Provogue 1
PEPE Jeans 1
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 UCB Kids 1
LEE 1
The Raymond Shop 1
U.S.Polo 1
Mufti-2 2
United colors of Benetton-1 1
Killer-2 2
Spykar-2 2
Shoes
Bata-4 4
Woodland 1
Sketchers 1
Puma 1
LOTTO 1
Nike 1
Clarks 1
Crocs 1
Metro 1
Reebok 1
Adidas 1
Mochi 1
Electronic/Electrical Appliances
Croma 2
Vijay sales 8
Sony 4
Reliance Digital 2
Digital Express 8

Medicines
Med plus 3
Fortis 2
Apollo 2

Stationery/Toys/Gift/Books
Landmark 1

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 Crosswords 3
world of Titan 4
Hamleys 1
Fast Track 1
Archie’s Gallery 2
Children(Clothes+Toys)
Mom& Me 2
Mother care 1
Ginny & jonny 1

Jewellery
Tanishq 2
PNG 4
TBZ 1
Ranka 2
Furniture
Home Town 2
Kitchen Appliance
Prestige 4
Hawkins 1
Jyoti 1
Total 160

Source: Dept. of Shop Act License ,Pune Municipal Corporation ,Govt. of Maharashtra
(http://mahakamgar.gov.in/MahLabour/lc-registration-of-shops-and-establishments.htm)

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 Unorganized Retail shops -Area wise Sample Distribution
(Grocery,Apperal,Toys,Cosmetics,Electronics/Electric,Books,Music & Gifts,Furniture,Kitchen
Appliances)

Sample Sample
Area No. Of Shops Size Area No. Of Shops size

Railway station 12 2 Khadki 16 2

Ganeshkhind 10 2 Dapodi 16 2

Shivaji Nagar 13 2 Sangvi 18 2

Deccan 17 2 Paud road 12 2

kothrud 34 4 Laxmi road 32 3

warje 22 3 sadashiv peth 19 2

pashan 27 3 Narayan peth 18 2

Aundh 21 3 Salunke Vihar road 8 1

Baner 28 3 Fatima Nagar 9 1

Viman Nagar 12 2 Ramtekdi 7 1

Vadgaon sheri 9 1 parvati 21 3

Kalyani Nagar 8 1 sinhgad Road 32 4

Btkawde Road 16 2 vadgaon bk. 10 2

Hadapsar 28 3 Narhe 13 2

Magarpatta 21 3 Ambegaon 10 2

ChandanNagar 13 2 Mukund Nagar 16 2

Kondhwa 17 2 Salisbury park 6 1

Bibvewadi 29 3 Sayyed Nagar 8 1

Katraj 19 2 Handewadi 11 2

Satara Road 30 3 Mohamad wadi 8 1

Marketyard 16 2 Undri 5 1

seven Loves Chowk 8 1 Pisoli 6 1

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 Bhavani peth 16 2 F.C Road 13 2

sakal Nagar 9 1 Wakad 12 2

Nalstop 11 2 Balewadi 11 2

Law college road 6 1 Sus Road 18 2

Gokhalenagar 11 2 Hingewadi 14 2

chatushrungi 4 1 Kharadi 16 2

Kalepadal 10 2 Mundhwa 15 2

Fursungi 8 1 M G Road Camp 28 3

Total Organized
Manjri 7 1 920 57
Shops

64

Source: Dept. of Shop Act License ,Pune Municipal Corporation ,Govt. of Maharashtra
(http://mahakamgar.gov.in/MahLabour/lc-registration-of-shops-and-establishments.html)

Total Population considered for the study

Total organized Retail shops in Pune city Limits 160
Total Unorganized Retail shops in Pune city Limits 920
Total (organized +Unorganized) Retail shops in Pune 1080

Sample size considered for research

Existing Sample size for
(Population) study
Organized Stores 160 121
Unorganized Stores 920 121
Total 1080 242
Customers 31,24,458 589
Source: Primary data

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 Sample size Consideration for Retailers
Category Organized Unorganized Total Frequency
Grocery/FMCG 37 69 106
Apparel 43 9 52
Toys 6 7 13
Cosmetics 8 17 25
Electronics/Electronic Goods 10 2 12
Books, Music and Gifts 4 4 8
Furniture 2 2 4
Kitchen Appliances 6 6 12
Others 5 5 10
Total 121 121 242

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