TRANSCRIPT – MALAY GUPTA

Shubham: (00:00):
Hello. I Malay: Shubham: this side .So I'm taking a short survey on the consumer buying decision at big
retail outlets. Okay. Big retail outlets, like big bazar d mart and all ? So tell me something about yourself
before we started the interview.

Malay: (00:17):
So, um, I'm Malay: Gupta I am currently working at Infosys right now and, I am from Udaipur . So, um,
apart from Udaipur I have lived for very long time in Chennai also So I have done shopping in there not
Udaipur not much, but, uh, in Chennai a lot because I was living there independently. So I've been to
many big retail stores there as well.

Shubham: (00:44):
So what is a family income like in which category of do you fall in like as in how frequently you go to
these places or not? Or do you shop at a local mom and pop store ?

Malay: (00:53):
Uh, no. No, I prefer both actually, when, uh, I need to buy something very small, then I go to the nearest
shop that is more mom and pop. And if I'm going for monthly purchase, then I would prefer going to a
big Bazaar or if I'm going to buy a small, small items, but variety of items, then again, I'll prefer going to a
big retailer because I'll find everything at one place.

Shubham: (01:16):
So what is your family income? If you can tell us,
Malay:
you can say, upper middle class
Shubham:
now tell me a buying pattern. Like once in a week, once in a month,

Malay: (01:34):
Basically if you are talking specifically about big retail chains , then I would say once or maximum twice
in a month.

Shubham: (01:38):
Okay. So when you go to these, uh, uh, stores. Okay. So since you've only once or twice in a month, so
you must be having a written or a mental list prepared before going to these stores. So do you have any
list of it or not?

Malay: (01:56):
Ya I do have a complete list prepared like I have a complete ration list and other supplies list as well.
And I do have that, but I also buy it from top of my mind. Like if I see something and I want to buy that,
then I'll prefer that also I don't stick specifically to the list
Shubham: (02:11):
Uh, tell me the time that you take to make that list lists. Um,

Malay: (02:20):
List it will go around the 15 minutes, 20 minutes, max, there's roaming around the house and seeing
what else you need for the month or it is being over and what you need for the month or what you need
to stock for in advance.

Shubham: (02:33):
Alright. So, uh, so you take input from the family members as well before going to these stores.

Malay: (02:38):
Yes. Yes. I do take inputs from everyone. In fact, if I'm at home, then my mother gives that list to me and
I add on my own specifications to it. And if I'm alone, then I, I take, usually I make the list and I take
consensus of my roommates or people I'm living with.

Shubham: (02:55):
So what I can assume it's a comprehensive with that comprises of every sector of the retail outlet .

Malay: (03:01):
Yes, yes. Yes. If did go from like kitchen stuff to bathroom stuff to any daily utility thing or stationery or
anything. Uh, yeah, even clothing, sometimes clothing is a very different thing than for that. Uh, I would
not prefer going to a retail outlet, like big Bazaar. I would prefer going to a mall and a try out in
differential showrooms or whichever brand suits me.

Shubham: (03:31):
So since you have a very big list prepared before going to these outlets, how much time do you take to
shop all these items?

Malay: (03:39):
Um, if its like a monthly list, then I will take around 30 minutes. If you're taking, if you're talking about,
uh, entering to reaching the counter, then it's like 20- 25 minutes and then counter, if it's a weekend or
something, then it will take 10 minutes extra. Okay

Shubham: (04:00):
So it is the time for that list only. So what about the entire shopping experience? How much time do you
spend in a big visit?

Malay: (04:09):
Yeah that’s what I'm telling 20 minutes is like basic completing the list part. And on 10 minutes i if the
counter is crowded or if there are too many people like it, if it's on a Sunday or Saturday evening,
Shubham: (04:23):
You mentioned about the too many people. So what is your perception about this, uh, crowd thing at
these retail outlets?

Malay: (04:31):
Um, like, um, I understand that big Bazaar and such popular, uh, stores will have too many people, but
these stores I think are well organized sectorize and also in columns so that you know where to go and
you just take the product you need. And then you, uh, like go to the next section that you want to go to.
But a crowding, I think is a big problem when it comes to the counter, because there are three counters
or four counters, or even if it's a big, retail then it would have seven, eight counters, but still people are
in a hundreds and 7-8 counters Don't suffice for everyone. So crowding, I think, impacts at the counter
more than the shelves.

Shubham: (05:14):
So, uh, when you, when you visit these store , what is the first place that you look for? Like, we just go at
the thing that is just right behind you, or you go to your favorite place, like, what is the roadmap of your
visit?

Malay: (05:30):
So I start by,completing the list. First I start nearest point life for the, , retail outlet starts with, for
example masala and all so I'll start with that, uh, completing the list and then I, uh, roam around and see
if there is something that interests me and then I would buy that apart from the list.

Shubham: (05:52):
So the first preference is the shopping list. And then based on your choices, you'll a place you'd like to
visit. Okay.
So now we'll be going to the next section. That is a comprehensive questions. So my next question is
when you see a crowded store, what emotions do you have in your life?

Malay: (06:15):
See again it depends for example, A place where I'm going to buy something fresh, then I would prefer
that place to be crowded because I know that it will be, um, fresh and it's in demand. But if I'm going to
buy some packaged goods, even for, uh, how's utilities, then I would prefer going to a place which is big
and less crowded because I want to buy in piece because if it's packed, I cannot anyways, check inside. I
know that it's packed and I have to take that in standard quality.

Shubham: (06:52):
Now, suppose you have that shopping list in mind in which you have all the things to be taken. So then
you see a outlet and there are a lot of people going in there, a lot of people coming out. So there's a
proper management as far as cloud is concerned. But look, just looking at a crowd. Will you feel excited
or will you feel frustrated?
Malay: (07:10):
No ill worry a bit, because I know it's going to take a long time at the counter.

Shubham: (07:17):
Okay. So since you're worried, so who do you enter the store or not

Malay: (07:22):
I would enter because \ at the end I need to finish my list and that's my monthly utility . If I don't enter
that place, then I left to buy all these things from different, different places. And I might have to park at
different different locations, my car, so that I get those things. But if I enter that, even though it will be
crowded, it will be a big, a bit problematic, but it will be air conditioned so I can wait at least in the air
conditioned.

Shubham: (07:52):
Okay. So, so do so when you go to these stores , do you strictly follow the shopping list or do you go out
of the box

Malay: (08:01):
No I do go out of the box I followed the shopping list. A moment once it's completed, then I explored
my, on my own that if I want something to eat, or if there is anything extra that, uh, after seeing the
products in front of you, sometimes sometimes things you might go get that is also required at my
home, or that might be required in the next month. So list is primary. But after that, I do explore the
market as well.

Shubham: (08:24):
So can you tell him in percentage, so let's say you're taking a 4,000 rupees of shopping list and then you
end up buying 10,000 worth. So what is that ratio like? How much in quantity do you go out of the box?

Malay: (08:37):
If, uh, I, if my, for example, complete amount is 10,000 total shopping list. And, uh, that will be around
8,500 to 9,000 will be from the list and thousand rupees will be from what I see in front of me. And if I
feel like buying,

Shubham: (08:56):
so do we have This perception might wait before going to these stores that yes, I'll be buying more than
what I have listed now.

Malay: (09:02):
I don't have that perception, but I, I feel like he eating sometimes I really like eating ice cream or chips or
anything, or if I see something that excites me that, Oh, I want to cook this, cook this at home when I go
back. And that is not on the list of these things can be extra.
Shubham: (09:19):
Okay. So let's say, uh, any sector of that, uh, uh, retail outlet, for example, grocery, then you see
something that is very unique or a new thing and in crowd is gathered or there. So will you go and add
this and buy that stuff or have a look at it?

Malay: (09:33):
I would prefer to have a look at it and buy only if it its need it, otherwise I wont buy .

Shubham: (09:38):
So any incident like this happened with you,

Malay: (09:43):
Um, mostly, uh, mushroom and the supplies are limited and when they come, you might see crowds, uh,
some, uh, you might see crowded or there. So I would prefer to look at it and if I really feel that I want to
take this mushroom than ill buy otherwise I wont buy

Shubham: (10:05):
Okay. So my next question is how does the size of hypermarket decide your buying patterns? For
example, we have a store which is small in size , and then you have another store that is big in size but
that is far away from your house. So would you prefer a big retail outlet now ?

Malay: (10:23):
Um, see if I have experienced both in my past then I would. Uh, and if I know that my, the nearest one,
which is even, uh, which is, which might be a small market, will suffice the things that are on my list. I
would, uh, prefer going to the nearer one, even if it is 90% of the things and 10%, I need to buy it from
other stores. Then I prefer going to the nearer one. But if it is a list then that only 40, 50% will suffice on
this near market, then I would definitely go to a part of the market.

Shubham: (10:54):
So what is your definition of a big retail outfit? Like what, uh, what are the things that you like in a big
retail out there? Like, tell me specifically about how the racks should be placed, you know, in what is
your perception about the size thing?

Malay: (11:08):
So, um, if you, if, if your store apart from furniture and clothes, even clothes apart from furniture and
big, uh, things, if you find everything in a house available in a particular market, I would say it's a big
market that you have bed sheets, you have a footwear, you have clothes, you have, um, bathroom
utilities, you have other house utilities, it's a big store, but if you find only groceries and some kitchen
stuff, and along with some toiletries, then it's a small store.

Shubham: (11:43):
So, uh, so this, uh, so you will normally prefer to go at a big retail outlet
Malay: (11:51):
Again, that depends. Um, like if it's near and then I would definitely go not an issue.

Shubham: (11:58):
Okay. So what is that specific thing in the little outlet that makes you go again? That's for example, does
the ambiance, does smell, does the environment affect your buying pattern or not?

Malay: (12:15):
Buying pattern definitely will be impacted by the way they arrange their shows. Like, are, are things easy
to find if it's too cluttered and I'm not able to find things, then I might not find things that are available
and on my list, but I might not be able to find them and end up not buying them, or even if it's ready,
cluttered in terms of shelves or crowded in terms of people then, um, I might not go beyond my list. I
would just finish my list on, get out of this. I will not explore the market that I usually do.

Shubham: (12:49):
So, so does the smell of outlet, there's an ambiance of the outlet. Does the environment affect your
buying pattern or not like a store is having a very good smell. And, uh, and you, you like that smell, so
would you spend more?

Malay: (13:08):
Yeah, I don't think so. Smell would be criteria for me. It would be ambiance mainly, and the way they
organize their store.

Shubham: (13:15):
Okay. So let's say, let's say you're, you're buying some sports equipment and then you hear a good
music playing at the back end as well. So would you spend more time at that store buying or not?

Malay: (13:28):
No. No, no. I, I would, uh, see if that, uh, product is available or not, and explore a few more and then I
leave the music will not be a criteria for staying there.

Shubham: (13:38):
So what I can assume is the environmental factors are not a major concern. You like to stick with your
shopping list. Now, my next question is now, suppose we have a buy in bulk and you have like 10,000
rupees cart ready. And then you see a long queue at a payment counter. What will, what will be your
reaction? What will you do next?

Malay: (14:00):
Okay. Can you please repeat the question again

Shubham: (14:02):
Now? Suppose we have shopped a lot and we have two big carts ready for checkout. And then at the
payment counter, you see a long line. What will you do now? Will you guys frustrated what will be our
next step?
Malay: (14:14):
Yeah, it will be frustrated, definitely because that is the only place they have to stand very long time.
And there's nothing else you can do because you have already filled your cart with everything that you
need. So I would be frustrated, but I prefer waiting then leaving.

Shubham: (14:30):
And what cell now let's say, when you enter into these doors and then you see a long queue already at
the payment counter. So will you go into that a store or not?

Malay: (14:39):
There is a, another store available nearby, then I would go to the another store. But if there is no other
option than AI, definitely going.

Shubham: (14:47):
So you are some kind of like adjusted to this thing you are knowing in advance that yes, payment line
will be there, but still you are somehow adjusted to this fact. Okay. So that is what I going to assume.
Like you are, you don't like long lines at the payment counter, but somehow you are getting adjusted to
this fact

Malay: (15:11):
I don't prefer going on weekends. I prefer going on or timing's like afternoon or evening off a weekday
so that I can avoid the crowd.

Shubham: (15:23):

Malay: (15:34):
There is a, uh, like discount available. And I know that I can get all the monthly utilities in a cheaper price
then. Yeah. Waiting makes sense. Even if it's waiting for 15, 20 minutes, I really prefer waiting and
getting all the monthly, uh, products for a discounted price.

Shubham: (15:52):
And so what if, what is the limit of standing at the payment line? Like what is the maximum limit to
stand at that line?

Malay: (16:06):
I have, I think maximum spent around 15 minutes, maximum 20, 20 minutes max on a payment counter.
Uh, apart from that, either I request them to open another contract or if there is another open counter
of its molecule, I would prefer going there.

Shubham: (16:21):
So have it happened before with your leg, you have a frustrated and then you leave your cart and just
walk away from the store?

Malay: (16:30):
Um, no, no. If I'm going, like, if I have three products in my car, then, uh, I usually buy them. I don't want
to again, take my car and go to another store. And then again, select all those. It's going to take a lot
more time than Just waiting there.

Shubham: (16:45):
So, uh, so you mentioned about 20 minutes of waiting time. Now let's say we have one hour of waiting
time. So then would you still hold back or we would just leave.
Malay: – no I would leave then
Shubham: - Okay. So, uh, what is your take on other facilities apart from, uh, the shopping experience,
for example, parking? So what is your take on parking? Yeah,

Malay: (17:11):
parking is a, another factor because, uh, they should be a proper place to park otherwise. Uh, I would
not prefer going to that store if I know that there'll be no place to park, to park way, uh, beyond the
store. And then I could walk back and then take all the products and then go to the car. It's going to be a
hassle. So I'll prefer not going to that store.

Shubham: (17:33):
So even if the store is having some huge discounts, still parking, being the factor would you then not go
at that store or not. Would you take parking as the sole factor or not

Malay: (17:47):
I would try to adjust, but if there is no place at all to park and I, if I have like gone one kilometer and
beyond or , 500 meters or something to see if there is no parking and there is no parking, then I would
definitely not go in. Even if there is a discount I will buy from any other place

Shubham: (18:07):
So parking has a dominant role in your purchase decision. So what about the loyalty programs at the
store? So are you attracted by these programs? A lot?

Malay: (18:20):
Not loyalty programs? No, they don't value much anymore.

Shubham: (18:25):
So let's say a store gives you a loyalty program that the end of the month, if you come back to the store
and then you'll get a discount of 30%. So will you go back to the store or not
Malay: yes I will go for 30% discount
Shubham: - So what is the limit then you tell me the limit.

Malay: (18:41):
No. Um, many times what they do is they give you loyalty points and then those loyalty points, or maybe
they give a few low loyalty points. And after that, when you go to encash those loyalty points, then they
say, that in one visit you can only encash 50 loyalty points . So going to a place crowded, and then again,
searching for parking and which is not available just to get a 50 rupees off is not sensible for me

Shubham: (19:06):
So what I can understand these loyalty programs that are making you more frustrated than promoting,

Malay: (19:14):
Not exactly frustrated, but yeah, it don't make value in my mind.

Shubham: (19:19):
And what about the discount? So like, uh, the events when there are wedneday sale or independence
sales in that case dicounts does matter or not

Malay: (19:29):
Yeah. Discounts matter I will then plan my monthly purchase accordingly.

Shubham: (19:35):
So anything apart from that, that makes a difference between a normal store and a big bazar. Any ither
point that you would like to highlight

Malay: (19:54):
Any big retail outlet like big bazar or voshal mega market It's just the availability of products and good
quality that makes me step into these stores

Shubham: (20:10):
Okay. So it was a great interaction with you. I hope you enjoy it. Thanks a lot.
Malay:
Yes All the best !