Chapter-1 1.

INTRODUCTION
The India Retail Industry is the largest among all the industries, accounting for over 10 per cent of the country GDP and around 8 per cent of the employment. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. But all of them have not yet tasted success because of the heavy initial investments that are required to break even with other companies and compete with them. The India Retail Industry is gradually inching its way towards becoming the next boom industry. The total concept and idea of shopping has undergone an attention drawing change in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. Modern retailing has entered into the Retail market in India as is observed in the form of bustling shopping centers, multi-storied malls and the huge complexes that offer shopping, entertainment and food all under one roof. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing workingwomen population and emerging opportunities in the services sector are going to be the key factors in the growth of the organized Retail sector in India. The growth pattern in organized retailing and in the consumption made by the Indian population will follow a rising graph helping the newer businessmen to enter the India Retail Industry. In India the vast middle class and its almost untapped retail industry are the key attractive forces for global retail giants wanting to enter into newer markets, which in turn will help the India Retail Industry to grow faster. Indian retail is expected to grow 25 per cent annually. Modern retail in India could be worth US$ 175-200 billion by 2016. The Food Retail Industry in India dominates the shopping basket. The Mobile phone Retail Industry in India is already a US$ 16.7 billion business, growing at over 20 per cent per year. The future of the India Retail Industry looks promising with the growing of the market, with the government policies becoming more favorable and the emerging technologies facilitating operations.

1.1 OVERVIEW OF RETAIL MARKET

India is the country having the most unorganized retail market. Traditionally it is a family livelihood, with their shop in the front and house at the back, while they run the retail business. More than 99% retailer function in less than 500 square feet of shopping space. Global retail consultants KSA Technopak have estimated that organized retailing in India is expected to touch Rs 35,000 crore in the year 2005-06. The Indian retail sector is estimated at around Rs 900,000 crore, of which the organized sector accounts for a mere 2 per cent indicating a huge potential market opportunity that is lying in the waiting for the consumer-savvy organized retailer. 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. In their preparation to face fierce competitive pressure, Indian retailers must come to recognize the value of building their own stores as brands to reinforce their marketing positioning, to communicate quality as well as value for money. Sustainable competitive advantage will be dependent on translating core values combining products, image and reputation into a coherent retail brand strategy. There is no doubt that the Indian retail scene is booming. Today the organized players have attacked every retail category. The Indian retail scene has witnessed too many players in too short a time, crowding several categories without looking at their core competencies, or having a well thought out branding strategy.

1.2 Problem Statement

India is experiencing dramatic changes in the retail industry over the decade with the emergence of new retail market ,which has impacted ,affected the way consumer as they have more choice to choose .hence ,in Chennai there is tremendous amount of potential on behalf of that that the future group plans to start new store in royapettah .the marketing department of Big Bazaar

attempt to examine the consumer profile hypermarket industry

and consumer behavior pattern towards the

1.3 Research Objective

Primary objective: Study about a customer profile for new store launch Secondary Objective: To analyze the Demographic profile of consumers To analyze the psychographic profile of consumers

1.6 COMPANY PROFILE

COMPANY PROFILE FUTURE GROUP Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 7 million square feet of retail space, has over 1000 stores across 53 cities in India and employs over 25,000 people. The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all, Top 10, MBazaar and Star and Sitara. The company also operates an online portal, futurebazaar.com. A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home solutions store, Collection i, selling home furniture products and E-Zone focused on catering to the consumer electronics segment.

The US-based National Retail Federation (NRF) recently awarded the International Retailer of the Year 2007 Pantaloon Retail and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space. FUTURE GROUP Future Group is one of the countrys leading business groups present in retail, asset management, consumer finance, insurance, retail media, retail spaces and logistics. The groups flagship company, Pantaloon Retail (India) Limited operates over 7 million square feet of retail space, has over 1000 stores across 53 cities in India and employs over 25,000 people. Some of its leading retail formats include, Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format, futurebazaar.com. Future Group companies includes, Future Capital Holdings, Future Generali India Indus League Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and Bowling Co. Future Capital Holdings, the groups financial arm, focuses on asset management and consumer credit. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. The groups joint venture partners include Italian insurance major, Generali, French retailer ETAM group, US-based stationary products retailer, Staples Inc and UK-based Lee Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes. Future Groups vision is to, Deliver Everything, Everywhere, Every time to Every Indian Consumer in the most profitable manner. CORPORATE STATEMENTS FUTURE GROUP MANIFESTO Future the word that signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but create future

scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners. Our customers will not just get what they need, but also get them where, how and when We will not just post satisfactory results. We will write success stories. We will not just operate efficiently in the Indian economy. We will evolve it. We will not just spot trends; we will set trends by marrying our understanding of the It is this understanding that has helped us succeed. And it is this that will help us succeed they need.

Indian consumer to their needs of tomorrow. in the Future. We shall keep relearning. And in this process, do just one thing. Rewrite Rules. Retain Values. GROUP VISION Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner. GROUP MISSION We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. We will be the trendsetters in evolving delivery formats, creating retail realty, making We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination consumption affordable for all customer segments for classes and for masses.

shall be the driving force to make us successful. CORE VALUES Indian ness: confidence in ourselves. Leadership: to be a leader, both in thought and business.

Respect & Humility: to respect every individual and be humble in our conduct. Introspection: leading to purposeful thinking. Openness: to be open and receptive to new ideas, knowledge and information. Valuing and Nurturing Relationships: to build long-term relationships. Simplicity and Positivism in our thought, business and action. Adaptability: to be flexible and adaptable, to meet challenges. Flow: to respect and understand the universal laws of nature.

BOARD OF DIRECTORS MR. KISHORE BIYANI, MANAGING DIRECTOR Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group. He has led Pantaloon Retails emergence as the Indias leading retailer operating multiple retail formats that now cater to almost the consumption basket of a large section of Indian consumers. Kishore Biyani led the companys foray into organized retail with the opening up of the Pantaloons family store in 1997. This was followed in 2001 with the launch of Big Bazaar, a uniquely Indian hypermarket format that democratized shopping in India. It blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality. This was followed by a number of other formats including Food Bazaar, Central and Home Town. The year, 2006 marked the evolution of Future Group, that brought together the multiple initiatives taken by group companies in the areas of Retail, Brands, Space, Capital, Logistics and Media. Kishore Biyani advocates Indian ness as the core value driving the group. The groups corporate credo is Rewrite Rules, Retain Values. Prime Minister, Dr. Manmohan Singh in 2006, awarded the Ernst & Young Entrepreneur of the Year 2006 in the Services Sector and the Lakshmipat Singhania -

IIM Lucknow Young Business Leader Award to Kishore Biyani. He was also awarded the CNBC First Generation Entrepreneur of the Year 2006. MR. GOPIKISHAN BIYANI, WHOLETIME DIRECTOR Gopikishan Biyani, is a commerce graduate and has more than twenty years of experience in the textile business. MR. RAKESH BIYANI, WHOLETIME DIRECTOR Rakesh Biyani, is a commerce graduate and has been actively involved in category management; retail stores operations, IT and exports. He has been instrumental in the implementation of the various new retail formats. MR. VED PRAKASH ARYA, DIRECTOR Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute of Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus. MR. SHAILESH HARIBHAKTI, INDEPENDENT DIRECTOR Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and past president of Indian merchant Chambers. He is on the Board of several Public Limited Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1, 1999. MR. S DORESWAMY, INDEPENDENT DIRECTOR S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others. DR. D O KOSHY, INDEPENDENT DIRECTOR

D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute of Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles and garment industry and was instrumental in the setting up of NIFT centers in Delhi, Chennai and Bangalore. He is a renowned consultant specializing in international marketing and apparel retail management. MS. ANJU PODDAR, INDEPENDENT DIRECTOR Anju Poddar, holds a Bachelor of Engineering from University of Oklahoma and is a Director, NIFT, Hyderabad chapter. She also serves on the board of Maharishi Commerce Ltd and Samay Books Ltd, among others. MS. BALA DESHPANDE, INDEPENDENT DIRECTOR Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League Clothing Ltd, among others. MR. ANIL HARISH, INDEPENDENT DIRECTOR Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM from University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd Bank and Hinduja TMT, among others. AWARDS AND RECOGNITION AT 2008 The Reid & Taylor Awards For Retail Excellence 2008 Retail Leadership Award: Kishore Biyani Retail Best Employer of the Year: Future Group Retailer of The Year: Home Products and Office Improvements: Home Town The Reid & Taylor Awards for Retail Excellence are an important feature of the Asia Retail Congress - Asias single most important global platform to promote world-class retail practices - and are aimed at honouring the best, in Asian Retail scenario. India played host to Asia Retail Congress 2008.

AT 2007 Images Retail Awards Most Admired Retail Face of the Year: Kishore Biyani Most admired retailer of the year: Large format, multi product store: Big Bazaar Most admired retailer of the year: Food and Grocery: Food Bazaar Most admired retailer of the year: Home & office improvement: HomeTown Most admired Retail Company of the year: Pantaloon Retail (India) Ltd. National Retail Federation Awards International Retailer for the Year 2007 Pantaloon Retail (India) Ltd World Retail Congress Awards Emerging Market Retailer of the Year 2007 Pantaloon Retail (India) Ltd Hewitt Best Employers 2007 PC World Indian Website Awards Best Indian Website In The Shopping Category - Futurebazaar.com Readers Digest Trusted Brands Platinum Awards Trusted Brands Platinum Award (Supermarket Category) Big Bazaar At 2006 Retail Asia Pacific Top 500 Awards Asia Pacific Best of the Best Retailers Pantaloon Retail (India) Ltd Best Retailer in India Pantaloon Retail (India) Ltd The Retail Asia publication in association with Euro Monitor and KPMG honors the best retailers in 14 countries across the Asia Pacific region. The awards were presented in Singapore in October 2006. Images Retail Awards Best Value Retail Store Big Bazaar Best Retail Destination Big Bazaar

Best Food & Grocery Store Food Bazaar The Images Retail Awards are decided through a nationwide consumer & industry poll and nominations followed by performance assessment by team of analysts and jury. Readers Digest Awards Platinum Trusted Brand Award - Big Bazaar CNBC Awaaz Consumer Awards Most Preferred Large Food & Grocery Supermarket Big Bazaar Reid & Taylor Awards for Retail Excellence Retail Entrepreneur of the Year Kishore Biyani

Chapter-2-Review of literature 2.1 Conceptual Review

Retail comes from the French word retailler, which refers to "cutting off, clip and divide" in terms of tailoring (1365). It first was recorded as a noun with the meaning of a "sale in small quantities" in 1433 (French). Its literal meaning for retail was to "cut off, shred, paring". Like the French, the word retail in both Dutch and German (detailhandel and Einzelhandel respectively), also refers to the sale of small quantities of items Retailing consists of the sale of goods or merchandise from a very fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as a public utility, like electric power.Shops may be on residential streets, shopping streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order, are forms of non-

shop retailing.Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities such as food and clothing; sometimes it is done as a recreational activity. Recreational shopping often involves window shopping (just looking, not buying) and browsing and does not always result in a purchase. .

2.2 Research Findings review

To segment consumer good and service markets the food compaies use market information and collect based on certain key customer- product- or situation-related criteria. Jobber-Fahy (2006) These are classified as segmentation bases and include profile (e.g. who are my market and where are they) such as behavioural (e.g. where, when, and how does my market behave) than psychological criteria (e.g. why does my market behave that way). Psychological criteria: They are used for segmenting consumer product and service markets include using attitudes and perceptions (e.g. negative feelings about fast food); psychographics or the lifestyles of customers (e.g. extrovert, fashion conscious, high achiever), and the types of benefits sought by customers from products and brands and their consumption choices Mentally visualizing a prototypical member of a market segment is critically important .Being able to mentally walk in their shoes helps a marketer understand what articulated needs this person might have , and how we can communicate most effectively to the segment they represent (winstein 1986: 1987).it has been claimed that the fifth P of the marketing is the personalization(Schultz 1991).That is , the classic four Ps of marketing Product ,price ,place (distribution),and promotion are only effective to the extent that they are used make a personal connection with the customer . Every sale is personal salealthough the important point about persuasion is not new (Carnegie 1937),it does not seem understood by most marketer. Many marketing decision,however,are becoming more driven by data bases than by a personal understanding of the customer .when told the importance of really knowing your

customer , its easy to imagine marketers and advertiser who would claim they already know their customer Knowing the profile characteristics of target groups can help marketing strategists to tailor the product or service and promote the product or service more effectively.Each group can be targeted and reached with a distinct marketing mix (McDonald & Dunbar, 1995). The purpose of market segmentation is to identify homogeneous groups of people with similar characteristic of customer (Laws, 1997; Doole & Lowe, 2001). This will enable the marketer to more closely match a product or service to the needs of the target market. It is known that customers respond better to offerings that are tailored and aimed directly at them, rather than at the broader public (Trigg, 1995).

( Khan, Chang & Horridge, 1992) indicated the selection of media is based on the characteristics of media, the demographics and psychographics of the target market, and the characteristics of the product. Results indicated that self-consciousness and demographic Variables such as age, education, occupation, marital status, ethnic group, and political outlook affected the usage of newspapers, magazines, radio, television,

personality characteristic that is closely related to expertise is self efficacy, which refers to individuals beliefs that they have the ability and the resources to successfully perform a specific task .Personality traits have been shown to influence consumer decision-making behavior. The personality variables self-confidence and anxiety were reported to be related to consumer choice behavior (Horton, 1979).

Gutman & Mills, 1982) investigated the effects of life-style and self-perception on consumers purchase intention or behavior toward clothing products Results concluded that consumers with

different self-perceptions have different attitudes or responses toward fashion/clothing products. Morgan and Doran (2003) argue that psychographic segmentation, if used to design and implement a communication strategy, can result in more effective and efficient campaigns, and change the communicator into a strategist rather than a tactician, moving his or her work from that of an inexact art to an exact science. Clawson, and Vinson (1978) express the importance of values in predicting the consumer behaviour that values can surpass the contributions of other major constructs including attitudes, product attributes, degree of deliberating, product classification, and life style. The value expressed in a consumption experience is the result of the emotions that accompany the consumption experience. People decide which product to buy in different ways. The influence that people exercise over decisions, as well as their brand loyalty, variety seeking behavior, information search, distribution channel used and decision making units (centralized versus decentralized) all impact the brand that they will purchase. While this focus is more prevalent in business-to-business settings, certain elements are perfectly applicable to consumer segmentation as well(Haley and Russel,1984). The mix of cultural, social, personal, psychological factors and previous experiences, all which influence behaviour, is largely uncontrollable. Because of the influence exerted upon patterns of buying, it is essential that as much effort as possible is put into understanding how these factors interact and ultimately how they influence decisions (Lamb et al., 2002).

CHAPTER III RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN The research design phase deals with the detailing of procedure that will be adapted to carry out the research study. The kind of research that is carried out, whether the study is carried out in the field or in the laboratory, are decided .the details of data collection procedures and the schedule of analytical procedures to be used in order to accomplish the research objective (set in the earlier stage of research process) are also dealt with in research design.

3.3 SAMPLING
Sampling is an inescapable part of research, since populations are large and resources are limited .sampling is aimed at obtaining representativeness and determining size of the sample. Sampling is aimed at two major objectives. The sample is representative of the population. The size of the sample is adequate to get the desired accuracy.

3.6 Administration of Questionnaire

A descriptive research was used to analysis the customer profile. Primary data were collected for the research. An undisguised structured questionnaire, was used for the research. The respondents were asked to provide their personal profile,a nominal scaling technique were used for the research.The sample size used was 500 respondents. The population from which our sample was selected is from Royapetta, Mylapore, Manthaveli, Triplicane, Thousand lights and

Gopalapuram in Chennai, Tamilnadu ,India. The customer were selected in and around the area in which the new retail hyper market is going to launch.

3.7 Statistical tools used:

frequency analysis chi-square Bivariate correlations one-way ANOVA
Age 20 -30 31-40 41-50 above 50 Total Frequency 169 206 84 41 500 Valid Percent 33.8 41.2 16.8 10.0 100.0

In Post hoc test

Chapter -4 DATA ANALYSIS AND INTERPRETATION 4.1 FREQUENCY ANALYSIS TABLE 4.1.1: Table showing the Age wise classification of the respondents

The table displays the number and percentage of cases for each value of variables. Frequency tables are useful for summarizing categorical variables variables with limited

number of distinct categories. The information in a frequency table can be graphically displayed in a Pie chart.

chart showing the Age wise classification of the respondents

Inference The above Chart visualizes the age

profile of the customers of 500 respondents, 206

respondents (41.2%) were in the age group between 31 and 40 years, 169 respondents (33.8%) were in the age group between 20 and 30 years and 84 respondents (16.8%) were in the age group between 41 and 50 years

TABLE 4.1.2: Table showing the Gender wise classification of the respondents

Gender male female Total

Frequency 250 250 500

Valid Percent 50.0 50.0 100.0

Chart showing the Gender wise classification of the respondents

Inference The above Chart visualizes the gender profile of the customers of 500 respondents, 250 respondents (50%) of them are females and 250 respondents (50%) are male.

TABLE 4.1.3: Table showing the Family size wise classification of the respondents
Family size 1-2 3- 4 5-6 above 6 Total Frequency 4 314 167 15 500 Valid Percent .8 62.8 33.4 3.0 100.0

Chart showing the Family size wise classification of the respondents

Inference The above Chart visualizes the family size profile of the customers of 500 respondents, 314 respondents had 3 to 4 members in their family, 167 respondents had 5 to 6 members in their family and 15 respondents had above 6 members in their family .

TABLE 4.1.4: Table showing the Family income wise classification of respondents
Family income below 10000 10001 - 15000 15001 - 25000 25001- 35000 above 35000 Frequency 9 59 254 150 28 Valid Percent 1.8 11.8 50.8 30.0 5.6

Total

500

100.0

Chart showing the Family income wise classification of respondents

Inference The above Chart visualizes the family income profile of the customers of 500 respondents ,254 respondents of them earn 15000 25000, 150respondents of them earn 25000 35000 and 59 respondents of them earn 10001 15000.

TABLE 4.1.5: Table showing the Education qualification wise classification of respondents
Education qualification illiterate primary SSLC HSC Graduate Post Gradute Total Frequency 3 4 65 113 277 38 500 Valid Percent .6 .8 13.0 22.6 55.4 7.6 100.0

Chart showing the Education qualification wise classification of respondents

Inference The above Chart visualizes the education profile of the customers of 500 respondents, 277 respondents of the customer had graduate qualification, 113 respondents of the customer had HSC qualification,38 respondents of the customer had post graduate qualification.

TABLE 4.1.6: Table showing the Occupation wise classification of respondents

Occupation Govt employee Private Employee Professional self employed Home maker Total Frequency 11 139 69 89 192 500 Valid Percent 2.2 27.8 13.8 17.8 38.4 100.0

Chart showing the Occupation wise classification of respondents

Inference The above Chart visualizes the Occupation profile of the customers of 500 respondents, 192 respondents of them are home maker, 139 respondents of them are Private employees, 89 respondents of them are self- employed and 69 respondents of them are professional.

TABLE 4.1.7: Table showing the Religion wise classification of respondents

Religion Hindu Christian Muslim jain Total Frequency 306 40 132 22 500 Valid Percent 61.2 8.0 26.4 4.4 100.0

Chart showing the Religion wise classification of respondents

Inference The above Chart visualizes the Religion profile of the customers of 500 respondents, 306 respondents of the customer from Hindu religion, 132 respondents of the customer from Muslim religion and 40 respondents of the customer from Christian religion

TABLE 4.1.8: Table showing the Lifestyle wise classification of respondents

Life style culture-oriented sports-oriented outdoor-oriented Total Frequency 306 72 122 500 Valid Percent 61.2 14.4 24.4 100.0

Chart showing the Lifestyle wise classification of respondents

Inference The above Chart visualizes the lifestyle profile of the customers of 500 respondents, 306 respondents (61.2%) in culture oriented lifestyle, 122 respondents (24.4%) in Outdoor oriented lifestyle and 72 respondents (14.4%) in Sports oriented lifestyle.

TABLE 4.1.9: Table showing the Often Visit wise classification of respondents
Often visit weekly weekly twice monthly monthly twice Total Frequency 80 24 252 144 500 Valid Percent 16.0 4.8 50.4 28.8 100.0

Chart showing the Often Visit wise classification of respondents

Inference The above chart visualizes the often visit behavior of the customers of 500 respondents, 252 respondents (50.4%)of them visit the Department /hypermarket/supermarket monthly144 respondents (28.8%)of them visit the Department /hypermarket/supermarket monthly twice and 80 respondents (50.4%)of them visit the Department /hypermarket/supermarket weekly.

TABLE 4.1.10: Table showing the User Status wise classification of respondents
User status Non-User Ex-User Potential First time user Regular user Total Frequency 158 47 153 11 131 500 Valid Percent 31.6 9.4 30.6 2.2 26.2 100.0

Chart showing the User Status wise classification of respondents

Inference The above chart visualizes the User Status of Hypermarket of the customers of 500 respondents, 158 respondents of them non-user of hyper market, 153 respondents of them potential user of hyper market and 131 respondents of them Regular user of hyper market

TABLE 4.1.11: Table showing the Disposable Income wise classification of respondents
Disposable income < 1000 1001 - 2500 2501 - 5000 5001 - 10000 > 10001 Total Frequency 10 146 276 67 1 500 Valid Percent 2.0 29.2 55.2 13.4 .2 100.0

Chart showing the Disposable Income wise classification of respondents

Inference The above chart visualizes the often visit behavior of the customers of 500 respondents, 276 respondents disposable income is 2501 -5000 , 146 respondents disposable income is 10012500 and 68 respondents disposable income is 5001-10000.

TABLE 4.1.12: Table showing the Benefits Avail wise classification of respondents
Benefits avail quality service economy speed Total Frequency 208 95 174 23 500 Valid Percent 41.6 19.0 34.8 4.6 100.0

Chart showing the Benefits Avail wise classification of respondents

Inference The above chart visualize the Benefits avail in hyper market for 95 respondents of them avail service. customer of 500

respondents, 208 respondents of them avail quality , 174 respondents of them avail Economy and

TABLE 4.1.13: Table showing the Food Prefer wise classification of respondents
Food prefer Veg Non-Veg Both Total Frequency 83 194 223 500 Valid Percent 16.6 38.8 44.6 100.0

Chart showing the Food Prefer wise classification of respondents

Inference The above table visualize the food profile of customer of 500 respondents, 222 respondents of them prefer both Veg and Non-Veg and also 194 respondents of them are prefer Non-Vegetarian .

TABLE 4.1.14: Table showing the Preferred food for Consume wise classification of respondents
Preferred food for consume packaged foods Home made foods Both Total Frequency 25 224 251 500 Valid Percent 5.0 44.8 50.2 100.0

Chart showing the Preferred food for Consume wise classification of respondents

Inference The above chart visualize the food consumption profile of customer of 500 respondents, 251 respondents of them are prefer to consume both Packaged and homemade foods and 224 respondents of them are prefer to consume homemade foods.

TABLE 4.1.15: Table showing the Kind of Dress wise classification of respondents
Kind of dress Readymade Tailored Both Total Frequency 298 96 106 500 Valid Percent 59.6 19.2 21.2 100.0

Chart showing the Kind of Dress wise classification of respondents

Inference The above chart visualize the dress preference of customer of 500 respondents, more than 298 respondents of them prefer the readymade dresses, and 106 respondents from them prefer both readymade and tailored dresses

TABLE 4.1.16: Table showing the Store for Groceries wise classification of respondents
Store for groceries BigBazar Reliance fresh Nilgiris Deapartment Store Provision store others Total Frequency 27 99 102 124 78 70 500 Valid Percent 5.4 19.8 20.4 24.8 15.6 14.0 100.0

Chart showing the Store for Groceries wise classification of respondents

Inference The above chart visualize the preferred stores for groceries for customers of 500 respondents, 124 respondents of them are prefer the department stores , 102 respondents of them are prefer Nilgiris and 99 respondents of them are prefer Reliance Fresh ,70 respondents of them are prefer other stores (like nearby provision store ,spencers,Heritage Fresh..)

TABLE 4.1.17: Table showing the Store for Apparel wise classification of respondents
Store for apparel Pothys the chennai silks The Kumaran silks Jeychadra textiles Nalli silks Branded Showroom others Total Frequency 110 72 37 37 54 90 100 500 Valid Percent 22.0 14.4 7.4 7.4 10.8 18.0 20.0 100.0

Chart showing the Store for Apparel wise classification of respondents

Inference The above chart

visualize the preferred stores for Apparel for customers of 500

respondents, 110 respondents of them are prefer Pothys, 99 respondents of them are prefer Branded Showroom and 100 respondents of them are prefer others (shops in T.Nagar ,Rmkv,Naidu Hall..etc)

TABLE 4.1.18: Table showing the Store for Furniture wise classification of respondents
Store for furniture Damro saravana store Bigbazar Furn World jayabharatham Others Total Frequency 47 300 14 15 38 86 500 Valid Percent 9.4 60.0 2.8 3.0 7.6 17.2 100.0

Chart showing the Store for Furniture wise classification of respondents

Inference The above chart visualize the preferred stores for Furniture for customers of 500 respondents, 300 respondents of them are prefer Saravana Store,86 respondents of them are prefer others(shops in royapettah) and 38 respondents of them are prefer Jayabharatham.

TABLE 4.1.19: Table showing the Store for Electronics wise classification of respondents
Store for electronics viveks jainsons vasanth&co saravana store BigBazar others Total Frequency 234 52 68 103 3 40 500 Valid Percent 46.8 10.4 13.6 20.6 .6 8.0 100.0

Chart showing the Store for Electronics wise classification of respondents

Inference The above chart visualize the preferred stores for electronics for customers of 500 respondents,184 respondents of them are prefer Viveks,103 respondents of them are prefer Saravana Store and 90 respondents of them are prefer others ( shops in paris, Rich Street )

TABLE 4.1.20: Table showing the Store for Gifts wise classification of respondents
Store for Gifts Archies Ellora memori landmark spencers BigBazar Others Total Frequency 255 17 28 64 44 42 50 500 Valid Percent 51.0 3.4 5.6 12.8 8.8 8.4 10.0 100.0

Chart showing the Store for Gifts wise classification of respondents

Inference The above chart visualize the preferred stores for Gifts for customers of 500 respondents, 255 respondents of them are prefer Archies ,64 respondents of them are prefer landmark and 80 respondents of them are prefer others ( shops in Royapettah..etc )

TABLE 4.1.21: Table showing the Mode of Purchase wise classification of respondents
Mode of purchase Frequency Valid Percent

Cash Credit card Debit card All Total

385 86 11 18 500

77.0 17.2 2.2 3.6 100.0

Chart showing the Mode of Purchase wise classification of respondents

Inference The above chart visualize the mode of purchase of customers of 500 respondents, 385 respondents of them made cash purchase and 86 respondents of them use credit card .

TABLE 4.1.22: Table showing the Know Information wise classification of respondents
Know information from Frequency Valid Percent

TV ads News paper Bills Hoardings Reference Radio others Total

382 25 12 3 66 10 2 500

76.4 5.0 2.4 .6 13.2 2.0 .4 100.0

Chart showing the Know Information wise classification of respondents

Inference The above chart visualize the information gathered by customers of 500 respondents, 382 respondents of them gather information from TV ads ,66 respondents of them gather information from reference and 25 respondents of them gather information from News Paper.

4.2 CHI-SQUARE ANALYSIS

The chi-square measures test the hypothesis that the row and column variables in a cross tabulation are interdependent. A low significance value typically below 0.05 indicates that there may be some relationship between two variables. While the chi-square measures may indicate that there is a relationship between two variables, they do not indicate the strength or direction of relationship.

Table 4.2.1 Age Vs Attitude

Null Hypothesis (Ho)

: There is no significant association between age and Attitude

Alternate Hypothesis (H1) : There is a significant association between age and .

Age Below 20 20 -30 31-40 41-50 above 50 Total

Attitude
Attitude enthusiastic 0 68 48 22 3 141 positive 1 97 144 60 29 331 indifferent 0 4 13 1 8 26 hostile 0 0 1 1 0 2 Total 1 169 206 84 40 500

Asymptotic value (P) = 0.000

Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association Number of Valid Cases 44.866(a) 41.944 22.028 500 df 12 12 1

Expected value = 0.05

Asymp. Sig. (2-sided) .000 .000 .000

Inference From the above table, it is inferred that the calculated P value (.000) which is less than . 05 (level of significance). Hence Null hypothesis is rejected and the alternate hypothesis is accepted. Hence, the age of the respondents is having significant association with attitude of the respondents

Table - 4.2.2 Age Vs Spend Holiday

Null Hypothesis (Ho) Alternate Hypothesis (H1) . Age : There is no significant association between age and spend Holiday : There is a significant association between age and spend Holiday
spend holiday go with friends Total

beach

temple

go to movies

tour

visit relatives

shopping

others

Below 20 20 -30 31-40 41-50 above 50 Total

0 54 91 37 13 195

0 14 33 16 7 70

0 23 21 1 1 46

1 2 9 4 2 18

0 55 14 1 1 71

0 5 23 18 11 57

0 16 14 7 3 40

0 0 1 0 2 3

1 169 206 84 40 500

Asymptotic value (P) = 0.000

Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 157.236(a) 136.330 .209 500 df 28 28 1

Expected value = 0.05

Asymp. Sig. (2-sided) .000 .000 .648

Inference:
From the above table, it is inferred that the calculated P value (.000) which is less than . 05 (level of significance). Hence Null hypothesis is rejected and the alternate hypothesis is accepted. Hence, the age of the respondents is having significant association with Spend Holiday

Table - 4.2.3
Family income Vs Often visit to hyper market

Null Hypothesis (Ho)

: There is no significant association between family Income and Often visit to hyper market.

Alternate Hypothesis (H1): There is a significant association between family income and Often Visit to hypermarket.

Family income below 10000 10001 - 15000 15001 - 25000 25001- 35000 above 35000 Total

Often visit daily 0 0 1 0 0 1 weekly 1 3 29 34 12 79 weekly twice 0 1 13 8 2 24 monthly 8 43 146 53 2 252 monthly twice 0 12 65 55 12 144

Total 9 59 254 150 28 500

Asymptotic value (P) = 0.000

Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 66.350(a) 72.472 4.893 500 df 16 16 1

Expected value = 0.05

Asymp. Sig. (2-sided) .000 .000 .027

Inference:
From the above table, it is inferred that the calculated P value (.000) which is less than . 05 (level of significance). Hence Null hypothesis is rejected and the alternate hypothesis is accepted. Hence, Family income having significant association with Often visit

Table - 4.2.4

Family income Vs User Status of Hypermarket

Null Hypothesis (Ho) : There is no significant association between family Income and User Status of Hypermarket. Alternate Hypothesis (H1): There is a significant association between family . income and User Status of Hypermarket.
User Status Non-User 6 38 93 20 1 158 Ex-User 1 2 34 9 1 47 Potential 2 17 84 49 1 153 First time user 0 1 3 7 0 11 Regular user 0 1 40 65 25 131

Family income below 10000 10001 - 15000 15001 - 25000 25001- 35000 above 35000 Total

Total 9 59 254 150 28 500

Asymptotic value (P) = 0.000

Chi-Square Tests

Expected value = 0.05

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 157.571(a ) 160.487 120.675 500

df 16 16 1

Asymp. Sig. (2-sided) .000 .000 .000

Inference:
From the above table, it is inferred that the calculated P value (.000) which is less than . 05 (level of significance). Hence Null hypothesis is rejected and the alternate hypothesis is accepted. Hence, Family income having significant association with User Status

Table - 4.2.5

Family income Vs Disposable income

Null Hypothesis (Ho) : There is no significant association between family Income and Disposable income Alternate Hypothesis (H1): There is a significant association between family . Family Income
< 1000 below 10000 10001 - 15000 15001 - 25000 25001- 35000 above 35000 Total 4 0 1 5 0 10

income and Disposable income.

Disposable income
1001 - 2500 4 47 68 23 4 146 2501 - 5000 1 12 180 78 5 276 5001 - 10000 0 0 5 44 18 67 > 10001 0 0 0 0 1 1 9 59 254 150 28 500

Total

Asymptotic value (P) = 0.000

Chi-Square Tests Value 320.176(a ) 231.359 125.088 500 df 16 16 1

Expected value = 0.05

Asymp. Sig. (2-sided) .000 .000 .000

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Inference:
From the above table, it is inferred that the calculated P value (.000) which is less than . 05 (level of significance). Hence Null hypothesis is rejected and the alternate hypothesis is accepted. Hence, Family income having significant association with Disposable income

Table - 4.2.6

Family income Vs Store for groceries

Null Hypothesis (Ho) : There is no significant association between family Income and Store For groceries Alternate Hypothesis (H1): There is a significant association between family . income and Store For groceries.

Family income
below 10000 10001 - 15000 15001 - 25000 25001- 35000 above 35000 Total

Store For Groceries

BigBazar 0 4 9 14 0 27 Reliance fresh 0 9 34 41 15 99 Nilgiris 2 8 61 27 4 102 Deapartment Store 3 10 83 28 0 124 Provision store 3 24 44 6 1 78 others 1 4 23 34 8 70

Total

9 59 254 150 28 500

Asymptotic value (P) = 0.000

Chi-Square Tests

Expected value = 0.05

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 120.040(a) 123.311 7.021 500

df 24 24 1

Asymp. Sig. (2-sided) .000 .000 .008

Inference:
From the above table, it is inferred that the calculated P value (.000) which is less than .05 (level of significance). Hence Null hypothesis is rejected and the alternate hypothesis is accepted. Hence, Family income having significant association with Store for groceries.

Table -4.2.7 Family income Vs Store for apparel

Null Hypothesis (Ho)

: There is no significant association between family Income and Store For apparel.

Alternate Hypothesis (H1): There is a significant association between family . income and Store For apparel.

Family Income
below 10000 10001 - 15000 15001 - 25000 25001- 35000 above 35000 Total pothys 2 8 72 26 2 110

the chennai silks 1 7 50 14 0 72

The Kumaran silks 0 8 17 9 3 37

store for apparel Jeychadra textiles 2 3 20 9 3 37

Nalli silks 0 1 20 29 4 54

Branded Showroom 0 4 20 52 14 90

others 4 28 55 11 2 100

Total 9 59 254 150 28 500

Asymptotic value (P) = 0.000

Chi-Square Tests

Expected value = 0.05

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 148.344(a) 148.463 1.355 500

df 24 24 1

Asymp. Sig. (2-sided) .000 .000 .244

Inference:
From the above table, it is inferred that the calculated P value (.000) which is less than .05 (level of significance). Hence Null hypothesis is rejected and the alternate hypothesis is accepted. Hence, Family income having significant association with Store for apparel.

Table -4.2.8
Family income Vs Mode of purchase

Null Hypothesis (Ho)

: There is no significant association between family income and Mode of Purchase.

Alternate Hypothesis (H1): There is a significant association between family . income and Mode of Purchase. Asymptotic value (P) = 0.000
Chi-Square Tests

Expected value = 0.05

Pearson Chi-Square Likelihood Ratio Linear-by-Linear below 10000

Value 17.436(a ) 21.325 9.872 500

df 12

Asymp. Sig. (2-sided) .134

Family Income

Mode of Purchase
12 cash 1 8 51 200 108 18 385 credit 0 8 43 28 7 86 .046 Debit .002 0 0 6 4 1 11 All 1 0 5 10 2 18

Total 9 59 254 150 28 500

Association 10001 15000 N of Valid Cases 15001 25000 25001- 35000 above 35000 Total

Inference:
From the above table, it is inferred that the calculated P value (.000) which is less than .05 (level of significance). Hence Null hypothesis is rejected and the alternate hypothesis is accepted. Hence, Family income having significant association with Mode of purchase

Table -4.2.9 Family size Vs Disposable income

Null Hypothesis (Ho) : There is no significant association between family size and Disposable income.

Alternate Hypothesis (H1): There is a significant association between family . size and Disposable income

Family Size
1-2 3- 4 5-6 above 6 Total < 1000 0 6 4 0 10

1001 2500

Disposable income 2501 5001 5000 4 172 97 3 276 10000 0 31 30 6 67

> 10001 0 0 1 0 1

Total
4 314 167 15 500

0 105 35 6 146

Asymptotic value (P) = 0.000

Expected value = 0.05

Chi-Square Tests . Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 29.153(a) 29.785 9.360 500 df 12 12 1 Asymp. Sig. (2-sided) .004 .003 .002

Inference:
From the above table, it is inferred that the calculated P value (.000) which is less than .05 (level of significance). Hence Null hypothesis is rejected and the alternate hypothesis is accepted. Hence, Family size having significant association with Disposable Income

Table -4.2.10
Occupation Vs Life style Null Hypothesis (Ho) . : There is no significant association between Occupation and Life Style.

Alternate Hypothesis (H1): There is a significant association between Occupation and . Life Style

Occupation
cultureoriented Govt employee Private Employee Professional self employed Home maker Total 8 71 32 59 136 306

Lifestyle
sportsoriented 1 31 6 7 27 72 outdoororiented 2 37 31 23 29 122

Total
11 139 69 89 192 500

Asymptotic value (P) = 0.000

Chi-Square Tests

Expected value = 0.05

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 38.034(a ) 36.873 13.032 500

df 8 8 1

Asymp. Sig. (2-sided) .000 .000 .000

Inference:
From the above table, it is inferred that the calculated P value (.000) which is less than .05 (level of significance). Hence Null hypothesis is rejected and the alternate hypothesis is accepted. Hence, Occupation having significant association with Life Style.

4.3 Bivariate Correlation

The correlations table displays Pearson correlation coefficients, significance values, and the number of cases with non-missing values. Pearson correlation coefficients assume the data are normally distributed. The Pearson correlation coefficient is a measure of linear association between two variables. The values of the correlation coefficient range from -1 to 1. The sign of

the correlation coefficient indicates the direction of the relationship, The absolute value of the correlation coefficient indicates the strength, with larger absolute values indicating stronger relationships. The correlation coefficients on the main diagonal are always 1.0.

Table- 4.3.1
Correlations between Family income and Disposable income
Family income Pearson Family income Correlation Sig. (2-tailed) N Pearson 1 500 .501(**) .000 500 Disposable income .501(**) .000 500 1 500

Correlation Sig. (2-tailed) income N ** Correlation is significant at the 0.01 level (2-tailed).

Disposable

Inference: Here we have positive relation between Disposable income and Family income . because disposable income and family income has a perfect positive linear relationship with itself. Correlations above the main diagonal are a mirror image of those below.

Table- 4.3.2
Correlations between Age and Value
Age Age Pearson Correlation Sig. (2-tailed) 1 Values .212(**) .000

.212(**) 1 Correlation Sig. (2-tailed) .000 N 500 500 ** Correlation is significant at the 0.01 level (2-tailed). Values

N Pearson

500

500

Inference: Here we have positive relation between Age and values. Because Age and values has a perfect positive linear relationship with itself. Correlations above the main diagonal are a mirror image of those below.

Table- 4.3.3
Correlations between Family Income and User Status of Hyper Market
Family income Family income Pearson Correlation Sig. (2-tailed) N Pearson 1 500 User status .492(**) .000 500 1 500

.492(**) Correlation Sig. (2-tailed) .000 N 500 ** Correlation is significant at the 0.01 level (2-tailed).

User status

Inference: Here we have positive relation between Family income and User Status. Because Family income and User Status has a perfect positive linear relationship with itself. Correlations above the main diagonal are a mirror image of those below.

4.4 ANOVA & POST-HOC

In one-way ANOVA, the total variation is partitioned into two components. Between Groups represents variation of the group means around the overall mean. Within Groups represents variation of the individual scores around their respective group means.

TABLE-4.4.1

Family Income and Spend Holiday

Null Hypothesis : There is no significant difference between Family income and Spend holiday Alternate Hypothesis : There is significant difference between Family income and Spend holiday
Sum of Squares Df Mean Square F Sig.

Between

61.803 Groups Within Groups 2313.965 Total 2375.768

4 495 499

15.451 4.675

3.305

.011

Inference
Significance indicates the significance level of the F-test in the above table the significance level is observed to be .011 which is lesser than 0.05. Hence there is significance difference between the groups namely Spend holiday and Family income. Small significance values (<0.05) indicate the group difference. The calculated F value is 3.305 and its P value is 0.011 which is lesser than the accepted significance level of .05. Therefore we reject Null hypothesis and accept alternative hypothesis. Hence, we conclude there is significant difference between the family income and spend holiday .

Post Hoc Test Multiple Comparisons Post hoc test

Planned contrasts or post hoc comparisons are methods used to determine which groups differ. Planned contrasts are one method for comparing means in a one way ANOVA. Dependent Variable: Spend holiday
(I) family income (J) family income Mean Difference (I-J) Std. Error Sig. 95% Confidence Interval Lower Bound Upper Bound

below 10000

10001 - 15000

-.849

.774

1.00

-3.03

1.33

10001 - 15000

15001 - 25000 25001- 35000 above 35000 below 10000 15001 - 25000 25001- 35000 above 35000 below 10000 10001 - 15000 25001- 35000 above 35000 below 10000 10001 - 15000 15001 - 25000 above 35000 below 10000 10001 - 15000 15001 - 25000 25001- 35000

-1.317 -1.369 -2.401(*) .849 -.467 -.520 -1.551(*) 1.317 .467 -.052 -1.084 1.369 .520 .052 -1.032 2.401(*) 1.551(*) 1.084 1.032

.733 .742 .828 .774 .312 .332 .496 .733 .312 .223 .431 .742 .332 .223 .445 .828 .496 .431 .445

0 .732 .657 .039 1.00 0 1.00 0 1.00 0 .019 .732 1.00 0 1.00 0 .121 .657 1.00 0 1.00 0 .208 .039 .019 .121 .208

-3.38 -3.46 -4.74 -1.33 -1.35 -1.46 -2.95 -.75 -.41 -.68 -2.30 -.72 -.42 -.58 -2.29 .06 .15 -.13 -.22

.75 .72 -.06 3.03 .41 .42 -.15 3.38 1.35 .58 .13 3.46 1.46 .68 .22 4.74 2.95 2.30 2.29

15001 - 25000

25001- 35000

above 35000

Inference
This table lists the pair wise comparisons of the group means for all selected post hoc procedures. Mean differences lists the differences between the sample means. Significant lists the probability that the population mean difference is zero. A 95% confidence interval is constructed for each difference. If this interval contains zero, the two groups do not differ.

TABLE-4.4.2 Family Income and Disposable Income

Null Hypothesis . : There is no significant difference between Family income and Disposable income

Alternate Hypothesis : There is significant difference between Family income and

Disposable income.

Sum of Between Groups Within Groups Total Squares 61.206 176.976 238.182 Df 4 495 499 Mean Square 15.302 .358 F 42.798 Sig. .000

Inference
From the above table the significance level is less than 0.05. Therefore we reject null hypothesis and accept alternate hypothesis. Hence there is a significance difference between the family income with that of Disposable income and further planned contrasts or post hoc comparisons or methods used to determine which groups differ.

Dependent Variable: Disposable income

(I) family income (J) family income Mean Difference (I-J) Std. Error Sig. 95% Confidence Interval Lower Bound Upper Bound

below 10000

10001 - 15000 15001 - 25000

-.537 -1.077(*)

.214 .203

. 124 . 000

-1.14 -1.65

.07 -.51

25001- 35000 above 35000 10001 - 15000 below 10000 15001 - 25000 25001- 35000 above 35000 15001 - 25000 below 10000 10001 - 15000 25001- 35000 above 35000 25001- 35000 below 10000 10001 - 15000 15001 - 25000 above 35000 above 35000 below 10000 10001 - 15000 15001 - 25000 25001- 35000

-1.407(*) -1.905(*) .537 -.541(*) -.870(*) -1.368(*) 1.077(*) .541(*) -.329(*) -.827(*) 1.407(*) .870(*) .329(*) -.498(*) 1.905(*) 1.368(*) .827(*) .498(*)

.205 .229 .214 .086 .092 .137 .203 .086 .062 .119 .205 .092 .062 .123 .229 .137 .119 .123

. 000 . 000 . 124 . 000 . 000 . 000 . 000 . 000 . 000 . 000 . 000 . 000 . 000 . 001 . 000 . 000 . 000 . 001

-1.99 -2.55 -.07 -.78 -1.13 -1.75 .51 .30 -.50 -1.16 .83 .61 .16 -.85 1.26 .98 .49 .15

-.83 -1.26 1.14 -.30 -.61 -.98 1.65 .78 -.16 -.49 1.99 1.13 .50 -.15 2.55 1.75 1.16 .85

Inference
From the post hoc test by inferring the significance value, if the significance value is less than 0.05 which will be denoted in the mean difference column with the * mark. Hence there is a significant difference between Disposable income and Family income

TABLE-4.4.3 Family Income and User Status of Hyper market

Null Hypothesis . : There is no significant difference between Family income and User Status of Hypermarket Of Hypermarket
ANOVA Sum of Squares Df Mean Square F Sig.

Alternate Hypothesis : There is significant difference between Family income and User Status

Between Groups Within Groups Total

302.330 895.470 1197.800

4 495 499

75.582 1.809

41.781

.000

Inference
From the above table the significance level is less than 0.05. Therefore we reject null hypothesis and accept alternate hypothesis. Hence there is a significance difference between the family income with that of User Status and further planned contrasts or post hoc comparisons or methods used to determine which groups differ.

Dependent Variable: user status

Mean Difference (I(I) family income (J) family income J) Std. Error Sig. 95% Confidence Interval Lower Bound Upper Bound

below 10000

10001 - 15000

15001 - 25000

25001- 35000

above 35000

10001 - 15000 15001 - 25000 25001- 35000 above 35000 below 10000 15001 - 25000 25001- 35000 above 35000 below 10000 10001 - 15000 25001- 35000 above 35000 below 10000 10001 - 15000 15001 - 25000 above 35000 below 10000 10001 - 15000 15001 - 25000 25001- 35000

-.173 -.905 -2.031(*) -3.123(*) .173 -.732(*) -1.858(*) -2.950(*) .905 .732(*) -1.126(*) -2.218(*) 2.031(*) 1.858(*) 1.126(*) -1.092(*) 3.123(*) 2.950(*) 2.218(*) 1.092(*)

.481 .456 .462 .515 .481 .194 .207 .309 .456 .194 .139 .268 .462 .207 .139 .277 .515 .309 .268 .277

1.000 .478 .000 .000 1.000 .002 .000 .000 .478 .002 .000 .000 .000 .000 .000 .001 .000 .000 .000 .001

-1.53 -2.19 -3.33 -4.58 -1.18 -1.28 -2.44 -3.82 -.38 .18 -1.52 -2.97 .73 1.28 .74 -1.87 1.67 2.08 1.46 .31

1.18 .38 -.73 -1.67 1.53 -.18 -1.28 -2.08 2.19 1.28 -.74 -1.46 3.33 2.44 1.52 -.31 4.58 3.82 2.97 1.87

Inference
From the post hoc test by inferring the significance value, if the significance value is less than 0.05 which will be denoted in the mean difference column with the * mark. Hence there is a significant difference between Family income.and User Status of hyper market

TABLE-4.4.4

Values and Educational Qualification

Null Hypothesis . Educational . . . ...
Sum of Squares Df Mean Square F Sig.

: There is no significant difference between Values and Educational . Qualification Qualification

Alternate Hypothesis : There is significant difference between Values and

Between Groups Within Groups Total

26.476 511.946 538.422

5 494 499

5.295 1.036

5.110

.000

Inference
From the above table the significance level is less than 0.05. Therefore we reject null hypothesis and accept alternate hypothesis. Hence there is a significance difference between the Educational Qualification with that of Values and further planned contrasts or post hoc comparisons or methods used to determine which groups differ.

Dependent Variable: values

Mean Difference (I(I) education qualification (J) education qualification J) Std. Error Sig.

95% Confidence Interval Lower Bound Upper Bound

illiterate

Primary SSLC HSC Graduate Post Gradute Illiterate SSLC HSC Graduate Post Gradute Illiterate Primary HSC Graduate Post Gradute Illiterate Primary SSLC Graduate Post Gradute Illiterate Primary SSLC HSC Post Gradute Illiterate Primary SSLC HSC Graduate

.500 1.262 1.389 1.700 1.447 -.500 .762 .889 1.200 .947 -1.262 -.762 .128 .439(*) .186 -1.389 -.889 -.128 .311 .058 -1.700 -1.200 -.439(*) -.311 -.253 -1.447 -.947 -.186 -.058 .253

.778 .601 .595 .591 .611 .778 .524 .518 .513 .535 .601 .524 .158 .140 .208 .595 .518 .158 .114 .191 .591 .513 .140 .114 .176 .611 .535 .208 .191 .176

1.000 .545 .301 .063 .272 1.000 1.000 1.000 .294 1.000 .545 1.000 1.000 .028 1.000 .301 1.000 1.000 .096 1.000 .063 .294 .028 .096 1.000 .272 1.000 1.000 1.000 1.000

-1.79 -.51 -.37 -.04 -.35 -2.79 -.79 -.64 -.31 -.63 -3.03 -2.31 -.34 .02 -.43 -3.15 -2.42 -.60 -.02 -.51 -3.44 -2.71 -.85 -.65 -.77 -3.25 -2.53 -.80 -.62 -.27

2.79 3.03 3.15 3.44 3.25 1.79 2.31 2.42 2.71 2.53 .51 .79 .60 .85 .80 .37 .64 .34 .65 .62 .04 .31 -.02 .02 .27 .35 .63 .43 .51 .77

primary

SSLC

HSC

Graduate

Post Gradute

Inference
From the post hoc test by inferring the significance value, if the significance value is less than 0.05 which will be denoted in the mean difference column with the * mark. Hence there is a significant difference between Values and Educational Qualification

4.5 Findings Frequency Analysis

41 % respondents were in the age group between 31 and 40 years 50 % respondents of them are male 63 % respondents had 3 to 4 members in their family

 51 % respondents of them earn 15000 25000 55 % respondents of the customer had graduate qualification 38 % respondents of them home maker 61 % respondents of the customer from Hindu religion 61 % respondents in culture oriented lifestyle 50.4 % respondents of them visit the Department /hypermarket/supermarket monthly 32 % respondents of them non-user of hyper market

Chi-Square Analysis
The age of the respondents is having significant association with attitude of the respondent The age of the respondents is having significant association with Spending Holiday Family income of the respondents is having significant association with Store for apparel. Family size of the respondents is having significant association with Disposable Income Occupation of the respondents is having significant association with Life Style.

Bivariate Correlation
Family income and Disposable income has a perfect positive linear relationship Age and values has a perfect positive linear relationship Family income and User Status has a perfect positive linear relationship

Conclusion