Q

Mapping of the retail outlets will give a

company the clear picture of how their
products are welcomed by the retail outlets.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
3
5
2
0
1
0
2
5
1
0

35
25
20

D
is
ag
re
e

10

St
ro
ng
ly

eu
tr
al
N

St
ro
ng
ly

Ag
re
e

10

Interpretations
35% of Responders are strongly agree and 20% agreed where as 10% are neutral and 25%
disagree whereas 10% are strongly disagree that mapping of the retail outlets will give a
company the clear picture of how their products are welcomed by the retail
outlets.

Q
2

The retail outlet mapping will help the company

to achieve his goal.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
4
5
2
5
5
1
0
1
5

45

25
15
10

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

Ag
re
e

eu
tr
al
N

St
ro
ng
ly

Ag
re
e

Interpretations
45% of Responders are strongly agree and 25% agreed where as 5% are neutral and 10%
disagree whereas 15% are strongly disagree that the retail outlet mapping will help the
company to achieve his goal.

Q
3

In the world of retail, strategy is everything.

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
30

28
25

12

Interpretations

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

Ag
re
e

eu
tr
al
N

St
ro
ng
ly

Ag
re
e

%
3
0
2
5
5
2
8
1
2

30% of Responders are strongly agree and 25% agreed where as 5% are neutral and 28%
disagree whereas 12% are strongly disagree that in the world of retail, strategy is
everything.

Q
4

The retail outlet mapping helps in the proper

planning of all the supplying process of one
company in a particular area.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
4
0
1
5
2
5
1
5
5

40

25
15

15

D
is
ag
re
e
St
ro
ng
ly

eu
tr
al
N

St
ro
ng
ly

Ag
re
e

Interpretations
40% of Responders are strongly agree and 15% agreed where as 25% are neutral and 15%
disagree whereas 5% are strongly disagree that the retail outlet mapping helps in the
proper planning of all the supplying process of one company in a particular
area.

Q
5

The retail mapping helps the manufactures to protect their

brand image by avoiding unseemly discounts.
Strongly Agree
Agree
Neutral
Disagree

%
3
8
2
2
5
2

5
1
0

Strongly Disagree
38

25

22

10

D
is
ag
re
e
St
ro
ng
ly

eu
tr
al
N

St
ro
ng
ly

Ag
re
e

Interpretations
38% of Responders are strongly agree and 22% agreed where as 5% are neutral and 25%
disagree whereas 10% are strongly disagree that the retail mapping helps the manufactures to
protect their brand image by avoiding unseemly discounts.

Q
6

The manufacturing company can take better

decisions like forecasting of the demand and other
decisions on the basis of this mapping.
Strongly Agree

%
4

5
2
3
1
2
8
1
2

Agree
Neutral
Disagree
Strongly Disagree
45

23
12

D
is
ag
re
e

St
ro
ng
ly

eu
tr
al
N

St
ro
ng
ly

Ag
re
e

12

Interpretations
45% of Responders are strongly agree and 23% agreed where as 12% are neutral and 8%
disagree whereas 12% are strongly disagree that the manufacturing company can take
better decisions like forecasting of the demand and other decisions on the basis of
this mapping.

Q
7

The information collected in retail mapping is

extremely critical to make strategic decisions.

%
3
6
1
2
8
2
9
1
5

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
36
29

15

12

D
is
ag
re
e
St
ro
ng
ly

eu
tr
al
N

St
ro
ng
ly

Ag
re
e

Interpretations
36% of Responders are strongly agree and 12% agreed where as 8% are neutral and 29%
disagree whereas 15% are strongly disagree that the information collected in retail

mapping is extremely critical to make strategic decisions.

Q
8

Introducing an extrasensory element to your store is

an effective way of driving bigger sales.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
4
2
2
5
1
3
1
2
8

42

25
13

12

St
ro
ng
ly

D
is
ag
re
e

eu
tr
al
N

St
ro
ng
ly

Ag
re
e

Interpretations
42% of Responders are strongly agree and 25% agreed where as 13% are neutral and 12%
disagree whereas 8% are strongly disagree that introducing an extrasensory element to
your store is an effective way of driving bigger sales.

Q
9

Survey of outlets is a very tedious, time consuming

and expensive proposition.

%
4
1
1
9
1
6
1
4
1
0

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

41

19
16

14
10

Interpretations
41% of Responders are strongly agree and 19% agreed where as 16% are neutral and 14%
disagree whereas 10% are strongly disagree that survey of outlets is a very tedious, time
consuming and expensive proposition.

Q1
0

The surveyed outlets forms the basis for all future

analyses.

%
4
8
2
2
8
1
2
1
0

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

48

22

12
8

10

Interpretations
48% of Responders are strongly agree and 22% agreed where as 8% are neutral and 12%
disagree whereas 10% are strongly disagree that the surveyed outlets forms the basis for
all future analyses.

Q1
1

Retailing sector in India has seen a vast transformation

from traditional
retailing to modern retailing.

%
4
1
2
1
1
8
1
4
6

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

41

21
18
14

Interpretations

41% of Responders are strongly agree and 21% agreed where as 18% are neutral and 14%
disagree whereas 6% are strongly disagree that retailing sector in India has seen a vast
transformation from traditional retailing to modern retailing.

Q1
2

A retailers existing positioning base is

continuously diluted by maturing markets and
aggressive competitors.

%
4
4
2
7
1
1
9
9

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

44

27

11

Interpretations

44% of Responders are strongly agree and 27% agreed where as 11% are neutral and 9%
disagree whereas 9% are strongly disagree that a retailers existing positioning base is
continuously diluted by maturing markets and aggressive competitors.

Q1
3

Shopper satisfaction is affected by the physical

environment of
the outlet.

%
3
9
2
8
1
5
1
4
4

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

39
28

14

D
is
ag
re
e
St
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ng
ly

eu
tr
al

St
ro
ng
ly

Ag
re
e

15

Interpretations
39% of Responders are strongly agree and 28% agreed where as 15% are neutral and 14%
disagree whereas 4% are strongly disagree that shopper satisfaction is affected by the
physical environment of the outlet.

Q1
4

Majority of the retailers were ignorant of the

concept and practice of positioning.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
3
6
2
2
1
9
1
6
7

36

22
19

St
ro
ng
ly

D
is
ag
re
e

eu
tr
al

St
ro
ng
ly

Ag
re
e

16

Interpretations
36% of Responders are strongly agree and 22% agreed where as 19% are neutral and 16%
disagree whereas 7% are strongly disagree that majority of the retailers were ignorant of
the concept and practice of positioning.

Q1
5

The positioning of retail's outlet has been found

out by its position on the perceptual map.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
2
9
2
5
2
2
1
1
1

13
29

11

22
25

Strongly Agree

Agree

Disagree

Strongly Disagree

Neutral

Interpretations
29% of Responders are strongly agree and 25% agreed where as 22% are neutral and 11%
disagree whereas 13% are strongly disagree that the positioning of retail's outlet has been
found out by its position on the perceptual map.

Q1
6

The company needs to have a fine and effective

distribution system which will cover all the outlets
in a city.
Strongly Agree
Agree
Neutral
Disagree

%
3
1
2
7
9
2

4
9

Strongly Disagree

Strongly Disagree

24

Disagree

Neutral

Agree

Strongly Agree

27

31

Interpretations
31% of Responders are strongly agree and 27% agreed where as 9% are neutral and 24%
disagree whereas 9% are strongly disagree that the company needs to have a fine and
effective distribution system which will cover all the outlets in a city.

Q1
7

The retail shops are categorized on the basis of

their size and the availability of the different
company products.
Strongly Agree
Agree

%
4
3
2

7
7
1
3
1
0

Neutral
Disagree
Strongly Disagree

Strongly Disagree

10

Disagree

Neutral

Agree

13

27

Strongly Agree

43

Interpretations
43% of Responders are strongly agree and 27% agreed where as 7% are neutral and 13%
disagree whereas 10% are strongly disagree that the retail shops are categorized on the
basis of their size and the availability of the different company products.

Q1

Without a positioning strategy, all the outlets are

similar to each other.

4
4
1
6
1
8
1
2
1
0

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

10
12
44
18
16

Strongly Agree

Agree

Disagree

Strongly Disagree

Neutral

Interpretations
44% of Responders are strongly agree and 16% agreed where as 18% are neutral and 12%
disagree whereas 10% are strongly disagree that Without a positioning strategy, all the
outlets are similar to each other.

Q1
9

Retail outlet mapping process will help in better

understanding of business coverage.

%
4
1
2
7
1
2
1
1
9

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Strongly Disagree

Disagree

Neutral

11

12

Agree

Strongly Agree

27

41

Interpretations
41% of Responders are strongly agree and 27% agreed where as 12% are neutral and 11%
disagree whereas 9% are strongly disagree that retail outlet mapping process will help in
better understanding of business coverage.

Q2
0

Retailers need to make the category visually

appealing, consider the manner in which the
consumers shop and achieve the retailers financial
and strategic objectives.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

%
4
3
2
7
1
9
6
5

19

27

43

Interpretations
43% of Responders are strongly agree and 27% agreed where as 19% are neutral and 6%
disagree whereas 5% are strongly disagree that retailers need to make the category
visually appealing, consider the manner in which the consumers shop and achieve
the retailers financial and strategic objectives.

Q2
1

Without the outlet mapping of retail shops it will

become very hard to predict or to choose which
area needs more attention or immediate care or
change.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
4
2
9
1
4
2
5
1
0

42

25
14

St
ro
ng
ly

D
is
ag
re
e

eu
tr
al
N

St
ro
ng
ly

Ag
re
e

10

Interpretations
42% of Responders are strongly agree and 9% agreed where as 14% are neutral and 25%
disagree whereas 10% are strongly disagree that without the outlet mapping of retail shops
it will become very hard to predict or to choose which area needs more attention or
immediate care or change.

Q2
2

Mapping of retail outlets helps in the increase of

sales.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
3
5
2
9
1
2
9
1
5

15
35

12

29

Strongly Agree

Agree

Disagree

Strongly Disagree

Neutral

Interpretations
35% of Responders are strongly agree and 29 agreed where as 12% are neutral and 9% disagree
whereas 15% are strongly disagree that mapping of retail outlets helps in the increase of
sales.

Q2
3

Outlet mapping of retail shops will help in the

effective maintenance of the company system.

%
3
0
1
9
2
1
1
9
1
1

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Strongly Disagree

Disagree

11

19

21

Neutral

Agree

Strongly Agree

Interpretations

19

30

30% of Responders are strongly agree and 19% agreed where as 21% are neutral and 19%
disagree whereas 11% are strongly disagree that outlet mapping of retail shops will help in
the effective maintenance of the company system.

Q2
4

The manufacturing company can take better decisions like

forecasting of the demand on the basis of this mapping.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

4 2

53

35

Interpretations

Strongly Agree

Agree

Disagree

Strongly Disagree

Neutral

%
5
3
3
5
6
4
2

53% of Responders are strongly agree and 35% agreed where as 6% are neutral and 4% disagree
whereas 2% are strongly disagree that the manufacturing company can take better decisions like
forecasting of the demand on the basis of this mapping.

Q2
5

Outlet Mapping of Retail shops ensures

product/service delivery quality.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
3
9
2
2
1
6
1
3
1
0

Strongly Disagree

10

Disagree

Neutral

Agree

13

16

22

Strongly Agree

39

Interpretations
39% of Responders are strongly agree and 22% agreed where as 16% are neutral and 13%
disagree whereas 10% are strongly disagree that Outlet Mapping of Retail shops ensures
product/service delivery quality.

Q2
6

Outlet mapping of retail shop help company to

measure its distributors effectiveness.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
3
9
2
1
1
6
1
9
5

Strongly Disagree

19

Disagree

Neutral

Agree

16

21

Strongly Agree

39

Interpretations
39% of Responders are strongly agree and 21% agreed where as 16% are neutral and 19%
disagree whereas 5% are strongly disagree that outlet mapping of retail shop help
company to measure its distributors effectiveness.

Q2
7

The primary driver for a retailer adopting mapping

strategy is, increasing profit.
Strongly Agree
Agree
Neutral

%
5
4
2
5
1

4
5
2

Disagree
Strongly Disagree

Strongly Disagree

Disagree

Neutral

Agree

14

25

Strongly Agree

54

Interpretations
54% of Responders are strongly agree and 25% agreed where as 14% are neutral and 5%
disagree whereas 2% are strongly disagree that the primary driver for a retailer adopting
mapping strategy is, increasing profit.

Q2
8

Customer is a key tenant for successful retailing.

3
1
2
6
1
5
1
0
1
8

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

18

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

10

15

26

31

Interpretations
31% of Responders are strongly agree and 26% agreed where as 15% are neutral and 10%
disagree whereas 18% are strongly disagree that customer is a key tenant for successful
retailing.

Q2
9

Customer service is a vitally important

differentiator across the retail industry.

%
3
4
2
8
1
9
1
4
5

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Strongly Disagree

Disagree

14

Neutral

Agree

Strongly Agree

19

28

34

Interpretations
34% of Responders are strongly agree and 28% agreed where as 19% are neutral and 14%
disagree whereas 5% are strongly disagree that customer service is a vitally important
differentiator across the retail industry.

Q3
0

Retail customer service strategies vary between

larger chains and the smaller independents.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
4
5
3
3
1
2
8
2

45
33

12

D
is
ag
re
e
St
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ng
ly

eu
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N

St
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ng
ly

Ag
re
e

Interpretations
45% of Responders are strongly agree and 33% agreed where as 12% are neutral and 8%
disagree whereas 2% are strongly disagree that retail customer service strategies vary
between larger chains and the smaller independents.

Q3
1

Retail service model is hard to develop which treats

each customer as an individual and maintains
satisfaction and loyalty levels.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
3
1
1
8
2
0
1
9
1
2

31

20

18

19

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

Ag
re
e

eu
tr
al
N

St
ro
ng
ly

Ag
re
e

12

Interpretations
31% of Responders are strongly agree and 18% agreed where as 20% are neutral and 19%
disagree whereas 12% are strongly disagree that retail service model is hard to develop
which treats each customer as an individual and maintains satisfaction and loyalty
levels.

Q3
2

Retailer can track what a customer is purchasing,

and where, more targeted marketing can be
introduced in outlet.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Strongly Disagree

Disagree

Neutral

%
4
3
2
7
1
4
8
8

14

Agree
27

Strongly Agree
43

Interpretations
43% of Responders are strongly agree and 27% agreed where as 14% are neutral and 8%
disagree whereas 8% are strongly disagree that retailer can track what a customer is
purchasing, and where, more targeted marketing can be introduced in outlet.

Q3
3

Outlet mapping allows for competitive analyses

between locations.

%
4
1
2
3
1
8
7
1
1

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Interpretations

11

18

23

41

41% of Responders are strongly agree and 23% agreed where as 18% are neutral and 7%
disagree whereas 11% are strongly disagree that outlet mapping allows for competitive
analyses between locations.

Q3
4

Location is a mantra for retail success.

%
2
9
2
7
2
1
1
9
4

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

29
27

21
19

Interpretations
29% of Responders are strongly agree and 27% agreed where as 21% are neutral and 19%
disagree whereas 4% are strongly disagree that location is a mantra for retail success.

Q3
5

Retail environment has become increasingly

fragmented.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
4
4
1
2
1
6
8
2
0

20

16

12

44

Interpretations
44% of Responders are strongly agree and 12% agreed where as 16% are neutral and 8%
disagree whereas 20% are strongly disagree that retail environment has become
increasingly fragmented.

Q3
6

The manufactures can monitor all the new trends in

the sale with the help of outlet mapping.
Strongly Agree
Agree
Neutral

%
2
9
2
5
2
2

2
0
4

Disagree
Strongly Disagree

20

22

25

29

Interpretations
29% of Responders are strongly agree and 25% agreed where as 22% are neutral and 20%
disagree whereas 4% are strongly disagree that the manufactures can monitor all the new
trends in the sale with the help of outlet mapping.

Q3
7

Bulk culture is one clever way of increasing

customer spend per visit to retail outlet.
Strongly Agree
Agree

%
2
9
2
2

1
7
2
0
1
2

Neutral
Disagree
Strongly Disagree

29

22
20
17
12

Interpretations
29% of Responders are strongly agree and 22% agreed where as 17% are neutral and 20%
disagree whereas 12% are strongly disagree that bulk culture is one clever way of
increasing customer spend per visit to retail outlet.

Q3
8

Sensory power is an extrasensory element to retail

outlet for effective way of driving bigger sales.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

20

32

%
3
2
1
2
1
1
2
5
2
0

Strongly Agree
Agree
Neutral

25
12
11

Disagree
Strongly Disagree

Interpretations
32% of Responders are strongly agree and 12% agreed where as 11% are neutral and 25%
disagree whereas 20% are strongly disagree that sensory power is an extrasensory
element to retail outlet for effective way of driving bigger sales.

Q3
9

Line of sight is customers eyeline to influence on

their buying behaviour in retail outlet.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
3
3
2
8
1
8
1
1
1
0

33
28

18

11

10

Interpretations
33% of Responders are strongly agree and 28% agreed where as 18% are neutral and 11%
disagree whereas 10% are strongly disagree that line of sight is customers eyeline to
influence on their buying behaviour in retail outlet.

Q4
0

Sale effect is an age-old merchandising technique

proven to impact on sales of outlet's.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

%
4
0
3
3
1
0
1
1
6

40
33

10

11

D
is
ag
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e

eu
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St
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ly

St
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ng
ly

Ag
re
e

Interpretations
40% of Responders are strongly agree and 33% agreed where as 10% are neutral and 11%
disagree whereas 6% are strongly disagree that sale effect is an age-old merchandising
technique proven to impact on sales of outlet's.