A STUDY ON

“CONSUMER PREFERENCE TOWARDS

SUPER MARKET IN HYDERABAD”
Submitted to Osmania University in partial fulfilment of the requirements for the
award of the degree of
BACHELOR’S OF COMMERCE

SUBMITTED BY
S.NO STUDENT NAMES HALL TICKET NOS

1 B. PAVAN KUMAR 112321401002

2 D. JAYANTH 112321401006

3 G. VAMSHI 112321405022

4 S. AJAY 112321405047

Under the guidance of

Mrs. Divya Jayanthi

DEPARTMENT OF COMMERCE, MNR DEGREE&PG COLLEGE

BHAGYA NAGAR COLONY KUKATPALLY, HYDERABAD-500072
 STUDENT DECLARATION

I hereby declare that the project report titled, A STUDY ON “CONSUMER

PREFERENCE TOWORDS SUPER MARKET IN HYDERABAD” submitted in partial
fulfillment for the award of B.Com department of commerce, Osmania University,
Hyderabad, was carried out by B. PAVAN KUMAR, D. JAYANTH, G. VAMSHI, S. AJAY
under the guidance of MRS.DIVYA JYANTHI. This is not been submitted to any
other university or institution for the award of any degree/certificate.

Signature of students

B. PAVAN KUMAR

D. JAYANTH

G. VAMSHI

S. AJAY

Place:
Date:
 CERTIFICATE BY THE PRINCIPAL

This is to certify that the project reported titled A STUDY ON “CONSUMER

PREFERENCE TOWORDS SUPER MARKET IN HYDERABAD” submitted in partial
fulfillment for the award of B.Com department of commerce, Osmania
University, Hyderabad, was carried out by B. PAVAN KUMAR, D. JAYANTH,
G.VAMSHI, S. AJAY under the guidance of Mrs. DIVYA JAYANTHI. This is not
been submitted to any other university or institution for the award of any
degree/certificate.

Signature of the principal

 CERTIFICATE BY THE GUIDE

This is to certify that the project report titled, A STUDY ON “CONSUMER

PREFERENCE TOWORDS SUPER MARKET IN HYDERABAD” submitted in partial
fulfillment for the award of B.Com department of commerce, Osmania
University, Hyderabad, was carried out by B. PAVAN KUMAR, D. JAYANTH,
G.VAMSHI, S. AJAY under the guidance of Mrs. DIVYA JAYANTHI . this is not
been submitted to any other university or institutions for the award of any
degree/certificate

Signature of the Guide

External signature
 ABSTRACT

Indian Organization retailing is under transition today bringing a lot of changes in the
formats of retailing. The customers enjoy the privilege of shopping the goods and services
required by them in a variety of formats. Retailing in India is in the process of getting more
organization and professional. Large retail formats Supermarkets, warehouse clubs and
discount superstores are set to take over the retail scene medium scale retails formats such as
department stores and supermarket chains have already made an appearance and are slowly
changing the face of retailing in the country. A supermarket is a large departmentalized retails
establishment offering a relatively a broad and complete stock of dry groceries, perishable
produce, and daily products, supplemented by a variety of convenience non-food merchandise
and operated primarily on a self-service basis.

The supermarkets largely concentrate on selling food related products and are
considerably smaller in size as compared to hypermarket. The supermarket offers relatively
less assortments but focus on specific product categories. This research indicates that
customers are satisfied with the shopping. Questionnaire are framed as multiple-choice
questions and distributed to the customers. However, 164 responses are received. The
research design is descriptive and convenience sampling method is used in this study.
 ACKNOWLEDGEMENT

In the accomplishment of this project success, many people have best owned
upon us their pledged support, this time we utilizing to think all the people
who have been concerned with this project.

Primarily we would thank god for being able to complete this project with
success. Then we would like to thank my lecturer Mrs. DIVYA JAYANTHI
Mam, whose valuable guidance has been the one that helped us patch this
project and make it full proof success. Her suggestions and her instructions
have served as major contributor towards the completion of the project.

Then we would like to thank our parents who have encouraged us to finish my
project. They constantly supported us with their valuable suggestions and
guidance. With their ideas we able to finish our project.
 Index

CHAPTER NO TITLE PAGE

NO
1 INTRODUCTION 1-11
Introduction about the study 2
Need for the study 5
Scope of the study 5
Objectives of the study 6
Research methodology 6
Limitations of the study 7
Review of literature 8
2 COMPANY PROFILE 12-17
3 DATA ANALYSIS & INTERPRETATION 18-35
4 SUMMARY & CONCLUSION 36-39

LIST OF TABLES
TABLE TITLE PAGE NO
NO
1 Age of the respondents 19

2 Gender of the respondents 20

3 Occupation for the respondents 21

4 Preferences of large supermarket than a ordinary shop 22

5 Prefers to shop at a supermarket 23

6 Shopping at a supermarket in times 24

7 Preferences to features of a supermarket 25

8 Price of products in a supermarket 26

9 Products specially buy from the supermarket 27

10 Products offered in a supermarket 28

11 Reason for shopping 29

12 Distance to travel 30

13 Preferences to use 31

14 Planning of products to buy 32

15 Satisfaction with variety of products 33

16 Buying of products in cash time 34

17 Experience of shopping 35
 LIST OF CHARTS

CHAR TITLE PAGE NO

T NO

1 Age of the respondents 19

2 Gender of the respondents 20

3 Occupation for the respondents 21

4 Preferences of large supermarket than a ordinary shop 22

5 Prefers to shop at a supermarket 23

6 Shopping at a supermarket in times 24

7 Preferences to features of a supermarket 25

8 Price of products in a supermarket 26

9 Products specially buy from the supermarket 27

10 Products offered in a supermarket 28

11 Reason for shopping 29

12 Distance to travel 30

13 Preferences to use 31

14 Planning of products to buy 32

15 Satisfaction with variety of products 33

16 Buying of products in cash time 34

17 Experience of shopping 35
 CHAPTER 1

INTRODUCTION

1
 INTRODUCTION ABOUT THE STUDY

Consumer preference is defined as the subjective tastes of individual consumers,

measured by their satisfaction with those items after they’ve purchased them. This satisfaction
is often referred to as utility. Consumer value can be determined by how consumer utility
compares between different items. Consumer preferences can be measured by their
satisfaction with a specific item, compared to the opportunity cost of that item since whenever
you buy one item, you forfeit the opportunity to buy a competing item.

The preferences of individual consumers are not contained within the field of
economics. These preferences are dictated by personal taste, culture, education and many
other factors such as social pressure from friends and neighbors. For example, someone who
prefers to own a specific brand of a smartphone because her friends all have the same brand.
People often prefer some aspects of a product, but not others. When comparing sofas, the
color, fabric and size of the sofas can each have an impact on consumer preference, as well as
the number of extra cushions they have. Not all of these aspects carry the same weight. When
comparing two restaurants, for example, you may prefer the food and the ambiance of one
over the other, but having a rude waiter at one restaurant may cause you to prefer the other
restaurant overall.

While consumer preference is an indicator of consumer demand, it’s important to note

that consumer choices are not always determined by preference alone. Choices are often
limited by a consumer’s income or budget, compared to the cost.

DEFINITION OF CONSUMER PREFERENCE

"Consumer preference" is a marketing term meaning a consumer likes one thing over
another. For instance, a trend may indicate consumers prefer using debit cards over credit
cards to pay for goods. Companies rely on surveys, information and data in order to
customize products and services based upon consumer preferences, according to Cambridge
Online Dictionaries.

Consumer preference is a general term applied to all facets of marketing products and
services. This is not to be confused with the more-specific term brand preference, which
relates to consumers preferring one brand over competing brands. If one brand is unavailable,
consumers will likely choose another brand to fill the gap.

2
TYPES OF CUSTOMER PREFERENCE

Customer preferences are expectations, likes, dislikes, motivation and inclinations that
drive customer purchasing decisions. They complement customer needs in explaining
customer behavior. For example, a customer needs shows and they prefer a particular style,
brand and color. Appealing to the preference of customer is a basic marketing technique that
is useful for branding, product development, distribution and customer experience. The
following are common types of customer preference

CONVENIENCE

Preferring things that are easy such as a settling for a nearby restaurant. Convenience
is considered a strong type of customer motivation.

USER INTERFACES

Some customers will prefer the simplest user interface possible. Others will prefer lots
of buttons to play with. This can be as much about preferences as need.

COMMUNICATION AND INFORMATION

Preferences related to communication style and information density. For example,

some customers want to read detailed specifications and others want to hear story.

STABILITY VS VARIETY

Customers who would prefer the same exact shoes they purchased a years ago in the
same season versus customers who prefer an incredible variety of shoes and avoid repeat
purchases.

RISK

The risk tolerance of the customer. Applies to seemingly innocuous things such as
purchasing a new brand for the first time.

VALUES

Preferences related to values such as customers who purchase environmentally

3
friendly products.

SENSORY

Preferences related to color, look, smell, touch and sound.

TIME

Time preferences such as customers who prefers an attentive waiter who drops buy
every 5 minutes versus us a customer who doesn’t want to feel rushed.

CUSTOMER SERVICE

It is well known in the customer service industry that some customers prefer friendly
service and others prefer diligence and professional distance. For example, a porter who
engages in friendly conversation versus dry information about the room and hotel.

CUSTOMER EXPERIENCE

Preferences related to the end- to-end customer experience. For example, the interior
design, lighting, art, music, and social atmosphere at a cafe.

DETERMINANTS OF CUSTOMER PREFERENCES PREFERENCE TESTS

Preference testing is useful when you want to compare one product to another. The
consumers are given two or more products and asked which they prefer. Once their
preferences, or lack of preference, are recorded, you can then analyze the results to determine
which product is preferred. You cannot, however, determine how much each product was
liked using this method.

ACCEPTANCE TESTS

Acceptance testing can determine how much a product is liked. Instead of stating
which product is preferred compared to others, the consumers are asked to give a score to
each product based on their like or dislike for it. This test is also called hedonic ranking.
Usually, the scoring system is based on a nine-point scale, ranging from extreme like to
extreme dislike, with neither dislike or like in the middle. Depending on the products being
evaluated, you can ask for different scores for different properties, such as physical
appearance, color or other attributes.
4
DIFFERENCE TESTS

As its name suggests, difference testing measures how well consumers can tell the
difference between two products. For example, if your company has developed a new soda,
you could ask consumers to compare it to a previous version you sold, as well as to similar
competitors’ sodas, for aspects like sweetness. While this test itself doesn’t reveal
preferences, it can provide insight into products when used with any of the other tests.

IMPORTANCE OF CONSUMER PREFERENCE

Consumer preference determines what products people will buy within their budget,
understanding consumer preference will give you an indication of consumer demand. This
information will help to ensure that you have enough product to meet demand and will help
you determine the price for your product.

If, for example, your company makes dresses, knowing what women prefer in a dress
will help you determine which colors and fabrics will sell better than others, as well as
whether shorter hemlines will sell better than longer hemlines. If your products are
comparable to more expensive brands, you may be able to sell them at a higher profit. On the
other hand, if your competitors offer similar dresses for less money that are also preferable to
yours, you may need to reduce production, change the design or reduce your profit to ensure
you aren't left with too much inventory at the end of the season.

As the preference for one product over another increase, one product may outsell the
other even if the price is much higher. However, when the preference is negligible, then price
and availability become the determining factors over which one will sell better.

NEED FOR THE STUDY

 To identity the customer taste, habits, needs, wants and preferences.

 To find out the experience of the customers in the supermarkets.

 Need to identify their opinion and suggestions of a supermarket.

SCOPE FOR THE STUDY

 The purpose of this research was to identify customer perception on supermarkets.

5
  This study will be effective for the survey of the supermarket and as well as
manufactures.

 This also helps to know about the problems that customers are facing day to day.

OBJECTIVES FOR THE STUDY

 To study on customer preference towards supermarkets.

 To identify customer interest in buying the products.

 To analyze the customer satisfaction in quality and quantity of the product.

 To know price impact on product purchase.

 To know customer satisfaction from convenience and environment of supermarket.

RESEARCH METHODOLOGY

RESEARCH DESIGN

Descriptive research design

The research design undertaken for the study is descriptive one. The methodology involved in
this design is mostly qualitative. It includes surveys through questionnaire.

SAMPLING TECHNIQUE

Convenience sampling method

A convenience sampling method is one of the main types of non- probability sampling
methods. A convenience sampling is made up of people who are easy to reach.

SOURCE OF DATA

The study involved both primary and secondary data collected for making a
meaningful influence on the topic of study.

Primary data

Questionnaire given to 164 respondents.

6
Secondary data

Websites and online journals, Published reports & Review of literature from published
articles.

STRUCTURE AND QUESTIONNAIRE

Questionnaire are divided into two sections. First part was designed to know the general
information about customers and the second part contained the respondent’s opinion about
customers experience.

ANALYTICAL TOOLS

 Percentage of analysis

 Bar chart

 Pie chart

LIMITATIONS OF THE STUDY

 To study focus just on more supermarkets and gives a comprehensive information and
data regarding customers from supermarkets in the mentioned area in HYDERABAD.

 This study has shown the various determinants of customer perception and experience.

 It is assumed that the study would be very useful to researchers as it provides a clearer
insight into the various contributors to a superior customer experience which in turn
may create a deeper bond towards the retail outlet and will directly impact the
purchase behavior of the customer.

7
 REVIEW OF LITERATURE

Customers satisfaction towards supermarkets in Thoothukudi”- The main objective of this

study is to assess the satisfaction level of customers towards supermarket. The location of the
study is Thoothukudi. Researcher adopts simple random sampling method to collect data
from respondents. The sample size of the study is 75. Simple statistical tools are used by the
researcher for data analysis.

Sabarirajan. A, Arun. B (2021) “Consumer buying behavior – A Contemporary

study in hypermarket, Tamil Nadu “- In theory hypermarkets enable customer to fulfil all
their routine shopping requirements in one visit. The study proposes to identity what factors
that influence consumer’s and how is the current shopping behavior pattern in India. Study
reveals that physical factors Discounts, quality, local brands, display and visual appeal) social
factors include (salesman behaviour) and temporal factors (Open space) should be considered
by the hypermarket while designing marketing strategy.

Dr. Nazrul Islam, Hasan Hasan (2018) “An Analysis of customer satisfaction of
supermarket in Bangladesh” – This study aims to identify the level satisfaction of the
supermarket in Bangladesh. Both primary and secondary data were collected and analyzed in
this study. This study identified factors influencing the customer satisfaction of supermarket
in Bangladesh are concerned with personal interaction of the sellers, problem solving attitude
of the markets and service policy of the supermarket authority. The study suggests
entrepreneurs of the supermarket to consider these factors while designing their policies for
increasing the satisfaction of their customers and expanding their business in the country.

Grzegorz Biesok (2018) “Models of customer satisfaction with supermarket in Poland

this study shows that the customer satisfaction reaches higher determination in more
complicated model’s such as value -based model and confirmation model. This study also
showed that customer expectations don’t have direct impact on customer satisfaction.

8
 Mr. Siddhartha. M Mr. Krishna Prasad. P (2016) did a study on Customer
preference and satisfaction towards supermarket with reference to Palakkad city” the study
will help us to understand customer preference and their needs expected from the business
owners. It will be effective for the survey of the supermarket and as well as manufacturers.
According to this study we can know about the customer needs and wants taste and
preference that they are facing day to day.

Yenju Gnawali (2016) “Customer satisfaction on supermarket” the study shows the
overall level of satisfaction are method of payment and location. The personnel service is less
signify for customer satisfaction. The organization should focus on its weakness of personnel
services through improvement in selections and training. The remaining dimension i.e.
moderately to customer satisfaction should be improved to better serve the customer.

Ramya. J (2015) did a study on “Customer experience in supermarket and

hypermarket – A comparative study”, the principle idea behind this study is to discover the
association between the casual factors and buyer opinion in these two retail format’s generally
seen in the Indian Market. Researcher prepared a well structure questionnaire and collect data
from 418 respondents. Sample respondents are the hyper market and supermarket customer.
The study suggested that the retailers catch note of the important predictors while developing
retail format strategies.

Shashikala (2015) studied the customer perception towards supermarket. The area of
the study is Bangalore. Questionnaire was prepared by the researcher and got data from 100
respondents. The study found that, customers have enhanced observation towards
supermarket because supermarket are cleanliness, multiplicity and store environment.

Satish S Musti (2015) “Customer satisfaction towards supermarket” the study shows
the survey centered on the features of supermarket most preferred by the customers. The
survey indicates that most or all most all the customers are satisfied with the provision Store it
is because of its quality and availability of wide range of products, free home delivery. Simple
random sampling has been taken as 100 respondents.

R.A.S.Weerasiri (2015) “A study on service quality and customer satisfaction in

supermarket” the present study was to examine the service quality of supermarket. They were
five dimensions. There was a strong relationship between service quality and customer
satisfaction. The finding emphasized that, there is a positive relationship between service

9
quality and customer satisfaction of supermarket.

Dr.S.Hariharan, Mr.N. Selvakumar (2014) they did a study in “Consumer

satisfaction towards supermarkets with reference to Coimbatore” is a modest attempt to
understand the consumer perception towards retailing in Coimbatore region. The present
study is a focus on the scope of retailing in new business environment by assessing the
respondent’s demographic profile, their attitude and preference towards supermarket in
Coimbatore region. Also, intent to find out the relationship between demographic variables of
the consumer and satisfaction of the consumer in different attributes of supermarkets in
Coimbatore region.

Miranda et. al (2005) results of model estimation shoe that factor with a significant
influence on store satisfaction have little in common with others that impel shoppers to
remain loyal to on shop. Indeed, there was no evidence in this study that shopper overall
satisfaction was by itself a significant influence on continued patronage.

Jayant Anand (2009) has evaluated the reason behind increasing number of
supermarkets in developing countries and revealed that both large and small retailers can
survive profitably by segregating their markets on the basis of income groups and their
grouping of products.

Shrishendu and kumar. V (2008) have found out the important parameters of
customer loyalty and satisfaction for the Indian retail supermarket customer. Attempts have
been made to understand the impact of those parameters on loyalty and satisfaction of the
customer.

D.Nguyen (2007) has explored the supermarket attributes and impact of hedonic
shopping motivations on shopper loyalty. Results indicated that both these parameters had
positive effects on customer loyalty and supermarket managers should concentrate their
positioning strategies not only on the serviceable dimension but also on the hedonic
motivation especially for only on the higher income segments of customers to stimulate
customer loyalty.

Martinez and Montaner (2006) revealed three types of deal-pronesness, instore

promotion pronesness, store flyers proneness and coupon proneness. The consumers who
respond to in store promotions and characterised by their price consciousness and attach less
importance to the product quality. They enjoy planning and shopping; when they do their
10
shopping they usually buy implusively, they enjoy brand switching frequently and they feel
attached by new products. In addition, they consider they have enough storage for their extra
purchase.

Sojka and Giese (2003) suggested that individuals with different traits reports
different shopping behavior. A comparison between groups found that individuals with high
cognition compared prices and brands; individuals with high affect made impulse purchase
and showed a preference for brand names; and individuals with high cognition and high affect
evaluated sales personnel.

Otnes and Mcgrath (2001) found out that understanding male shopping both as a
consequences of gender transcendence and as a venue for achievement can explain the
motivations for male shopping in a variety of retail settings. They concluded that means
presence in retail settings and their desire to use the marketplace as venue for achievement
should become even more commonplace.

Groppel-Klein et al, (1999) based on Westbrook and black (1985) applied factor
analysis to derive four factor of shopping motives for furniture shopping price orientation,
stimulation seeking, actual buying intention and desire for advice.

Dawson et.al (1990) investigated and showed a relationship between shopping and
motives and the emotions which consumers experience during a visit to a retail store. This in
turn, would mostly likely also result in the formation of different attitudes among those
consumers, probably leading to different results for likeability.

11
`

CHAPTER-2

COMPANY PROFILE

12
 COMPANY PROFILE

Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. It accounts for over 10% of the country’s
gross domestic product (GDP) and around 8% of the employment. India is the world’s fifth-
largest global destination in the retail space. India ranked 73 in the United Nations
Conference on Trade and Development's Business-to-Consumer (B2C) E-commerce Index
2019. India is the world’s fifth-largest global destination in the retail space and ranked 63 in
World Bank’s Doing Business 2020.

The sizeable middle class and nearly unexplored retail market in India are the main
enticing factors for international retail behemoths seeking to move into newer markets, which
will help the Indian retail business grow more quickly. The urban Indian consumer's
purchasing power is increasing, and branded goods in categories like apparel, cosmetics,
footwear, watches, beverages, food, and even jewelry’s are gradually evolving into business
and leisure that are well-liked by the urban Indian consumer. The retail sector in India is
expected to reach a whopping US$ 2 trillion in value by 2032, according to a recent analysis
by the Boston Consulting Group (BCG).

India is the world’s fifth-largest global destination in the retail space. In FDI
Confidence Index, India ranked 16 (after US, Canada, Germany, United Kingdom, China,
Japan, France, Australia, Switzerland, and Italy).

As per Kearney Research, India’s retail industry is projected to grow at 9% over 2019-

13
2030, from US$ 779 billion in 2019 to US$ 1,407 billion by 2026 and more than US$ 1.8
trillion by 2030. Revenue of India’s offline retailers, also known as brick and mortar (B&M)
retailers, is expected to increase by Rs. 10,000-12,000 crore (US$ 1.39-2.77 billion) in FY20.
India’s direct selling industry is expected to be valued at US$ 2.14 billion by the end of 2021.
E-Retail has been a boon during the pandemic and according to a report by Bain & Company
in association with Flipkart ‘How India Shops Online 2021’ the e-retail market is expected to
grow to US$ 120-140 billion by FY26, increasing at approximately 25-30% p.a. over the next
5 years. Despite unprecedented challenges, the India consumption story is still robust. Driven
by affluence, accessibility, awareness and attitude, household consumption stood at Rs. 130–
140 trillion (US$ 1.63-1.75 trillion) in 2021.

India has the third-highest number of e-retail shoppers (only behind China, the US).
The new-age logistics players are expected to deliver 2.5 billion Direct-to-Consumer (D2C)
shipments by 2030. Online used car transaction penetration is expected to grow by 9x in the
next 10 years.

Retailing in India is one of the pillars of its economy and accounts for about 10
percent of its GDP. The Indian retail market is estimated to be US Dollar ($) coin (United
States). 600 billion and one of the top five retail markets in the world by economic value.
India is one of the fastest growing retail markets in the world, with 1.2 billion people.

TYPICAL SUPERMARKET MERCHANDISE

Larger supermarkets in North America and in Europe typically sell many items among many
brands, sizes and varieties. U.S. publisher Supermarket News lists the following categories,
for example: Hypermarkets have a larger range of non-food categories such as clothing,
electronics, household decoration and appliances.

 Bakery (packaged and sometimes a service bakery and/or onsite bakery)

 Beverages (non-alcoholic packaged, sometimes also alcoholic if laws permit)

 Nonfood & Pharmacy (e.g. cigarettes, lottery tickets and over-the-counter medications
(as laws permit), DVD rentals, books and magazines, including supermarket tabloids,
greeting cards, small selection of home goods like light bulbs, housewares (typically
limited)
14
  Personal care e.g., cosmetics, soap, shampoo

 Produce (fresh fruits and vegetables and plants)

 Deli (sliced meats, cheeses, etc.)

 Prepared Foods (packaged and frozen foods)

 Meat (fresh packaged, frozen, sometimes with a butcher service counter)

 Seafood (fresh packaged, frozen, sometimes with a butcher service counter)

 Dairy (milk products and eggs)

 Center store (e.g., detergent, paper products, household cleaning supplies)

FEATURES OF SUPERMARKET

A supermarket has the following characteristics:

 It operates on self - service basis.

 Prices are comparatively lower.

 Credits are not extended to customers.

 It offers large varieties of goods.

 The profit margin is lower.

 Customer service is minimum

 Sales are not compelled.

 Neat display of goods in quite attractive

More Retail Private Limited is a national Omni channel food and grocery retailer. MORE
operates its stores under two formats – More Supermarkets and More Hypermarkets and also
offers online grocery via its mobile app. More Retail was previously known as Aditya Birla
Retail Limited when it was part of Aditya Birla Group before More was sold to investors led
by Samara Capital and Amazon. More Retail has a network of 878 Supermarkets in 30 cities
and 40 Hypermarkets in 12 cities. The company is headquartered in Mumbai and has offices
in Kolkata and Bengaluru.

More Retail Limited also provides customers products under its own labels.
15
History

1986 - K Anjaneyulu and his wife established Trinethra Super Retail, a Hyderabad-based
supermarket chain.

2007 - Aditya Birla Group acquired Trinethra Super Retail which was their first retail
takeover. Trinethra Super Retail had over 172 stores spread across four states - Andhra
Pradesh, Karnataka, Tamil Nadu and Kerala. In Tamil Nadu and Andhra Pradesh, Trinethra
brand was being used, while in Karnataka and Kerala, Fabmall brand was being used.

ABG rebranded Trinethra as More Retail.

2008 – More Retail launched More Hypermarket in Baroda and Mysore.

2008-12 – More Retail expanded its footprint to 635 stores across India

2015 - Aditya Birla Retail Limited acquired Total Super Stores from Jubilant Agri and
Consumer Products Ltd (JACL)

2016-17 – Aditya Birla Retail Ltd won the Retail Transformation and Reinvention award for
“Retail Transformation and Re-Invention”

2019 – WItzig Advisory acquired Aditya Birla Retail from AB Group and rename it as 'More
Retail Pvt. Limited'

2022 – More Retail crosses 900+ stores across the country.

Restructuring

Various news reports, later confirmed by an order from Competition Commission of India,
indicated the More was sold by Aditya Birla Group to investors led by private equity fund
Samara Capital & E-Commerce player Amazon. Consequently, More, is not part of Aditya
Birla Group anymore

 2022 More Retail Pvt. Ltd. crossed 900+ stores across the country

 2021 Opened 800th store, entered the geography of Odisha

 2020 600+ stores

16
Mission Statement

To be Indian consumer’s most preferred choice for food, grocery, apparel and
general merchandise needs in their neighborhood served in an omni channel way..

17
 CHAPTER-3

DATA ANALYSIS AND INTERPRETATION

18
DATA ANALYSIS AND INTERPRETATION

PERCENTAGE ANALYSIS Table

1. Age of the respondents

S No Particulars No. of responses Percentage

1 16 to 25 80 48.8

2 26 to 35 47 28.7
3 36 to 45 25 15.2
4 45 to 55 12 7.3
Total 164 100

Source: Primary data

AGE

48.8

28.7

15.2
7.3

16 to 25 26 to 35 36 to 45 45 to 55

Chart 1 Age of the respondents

Interpretation

From the above table it is interpreted that the number of respondents between 16 to
25 age of respondents are 48.8% between 26 to 35 age of respondents are 28.7% between 36
to 45 age of respondents are 15.2% between 45 to 55 age of respondents are 7.3%.

19
Inference: Majority (48.8%) of the respondents are age between 16 to 25.

2. Gender of the respondents

S No Particulars No. of responses Percentage

1 Male 81 49.4

2 Female 83 50.6

Total 164 100

Source: Primary data

GENDER
50. 50.
8 6
50.
6
50.
4
50.
2 49.
50 4
49.
8
49.
Mal Femal
e e

Chart 2 Gender of the respondents

Interpretation

From the above table it is interpreted that the male responses are 49.4% and female

responses are 50.6%.

Inference: Majority (50.6%) of the responses are from female.

20
3. Occupation of the respondents

S No Particulars No. of responses Percentage

1 Student 75 45.7
2 Professional 19 11.6
3 Employed 58 38.4
4 Others 12 7.3
Total 164 100

Source: Primary data

OCCUPATION
5 45.
0 7
4 38.
5 4
4
0
3
5
3 11.
0 6 7.
2 3
5
2 Student Professional Employed
Others
Chart 3 Occupation of the respondents Interpretation

From the above table it is interpreted that the number of responses were 45.7% are

student,11.6% are professional, 38.5% are employed and 7.3 are others.

Inference: Majority (45.7) of the responses are from students.

21
4. Preferences of large supermarket than an ordinary grocery shop

S No Particulars No.no responses Percentage

1 Always 109 66.5
2 Never 21 12.8
3 Almost 34 20.7
Total 164 100

Source: Primary data

PREFERENCES OF SUPERMARKET
70 66.5

60
50
40
30
20.7
20 12.8
10
0
Alway Neve Atmos
s r t

Chart 4 Preferences of large supermarket than an ordinary grocery shop

Interpretation

From the above table it is interpreted that the number of responses were 66.5% are

Always, 2.8% are never and 20.7% are almost.

Inference: Majority (66.5) of the responses are preference to buy in large supermarket.

22
5. Prefers to shop at a supermarket

S No Particulars No. of responses Percentage

1 Very recently 54 32.9
2 For a couple of months 22 13.4
3 Above one year 22 13.4
4 For a long time 66 40.2
Total 164 100

Source: Primary data

SHOPPING AT A SUPERMARKET
4
5 40.
2
4 32.
0 9
3
5
3
0 13. 13.
4 4
2
5
2
0
Very recently for a couple of Above one year for a long
time
months
Chart 5 Prefers to shop at a supermarket

Interpretation

From the above table it is interpreted that the number of responses were 32.9% are

very recently,13.4% are for a couple of months, 13.4% are above one year, 40.2% are for a

23
long time.

Inference: Majority (40.2%) of the responses are from for a long time.

6. Shopping at a supermarket in times

s
SS No. Particulars No. of responses Percentage
1 1 to 2 89 54.3

2 3 to 5 60 36.6
3 6 to 10 11 6.4
4 10+ 4 2.4
Total 164 100

Source: Primary data

SHOPPING AT A SUPERMARKET
6
54.
0
3
5
0
36.
4 6
3
0

2
0 6.
4 2.
0 4
1 to 3 to 6 to 10
2 5 10 +

Chart 6 Shopping at a supermarket in times Interpretation

From the above table it is interpreted that the number responses 1 to 2 is 54.3%, 3 to 5

are 36.6%, 6 to 10 are 6.4% and above 10 are 2.4%.

Inference: Majority (54.3%) of the responses from 1 to 2 times.

24
7. Preferences to features of a supermarket

S No. Particulars No. of responses Percentage

1 Quality of products 70 42.7
2 Variety of products 63 38.4
3 Branding 19 11.6
4 Price 12 7.3
Total 164 100

Source: Primary data

FEATURES OF SUPERMARKET
4 42.
5 7 38.
4 4
0
3
5
3
0
11.
2 6 7.
5 3
2
0
Quality Variety Brandin Pric
of of g e

Chart 7 Preferences to shop at supermarket Interpretation

From the above table it is interpreted that the number responses were Quality of

products are 42.7%, variety of products are 38.4%, branding are 11.6% and price are 7.3%.

Inference: Majority (42.7%) of the respondents prefers quality of products.

25
8. Price of products in a supermarket

S No. Particulars No. of responses Percentage

1 Very high 29 17.7
2 Slightly high 46 28
3 Reasonable 75 45.7
4 Very low 14 8.5
Total 164 100

Source: Primary data

PRICE
5 45.
0 7
4
5
4
0 2
8
3
5 17.
3 7
0 8.
2 5
5
2
Very high Slightly high Reasonable Very
low
Chart 8 Price of products in a supermarket Interpretation

From the above table it is interpreted that the responses from Very high are 17.7%,

Slightly high are 28%, Reasonable are 45.7% and Very low are 8.5%.

Inference: Majority (45.7%) of the respondents says the products price are reasonable.

26
9. Products specially buy from the supermarket

S No. Particulars No. of Percentage

responses
1 Stationery 37 22.6
2 Food stuff 74 45.1
3 Cosmetics 30 18.3
4 Others 23 14
Total 164 100

Source: Primary data

BUYING FROM THE SUPERMARKET

5
0 45.
1
4
5
4
0
3 22.
5 6 18.
3 1
3
0 4
2
5
2
Stationery Food stuff Cosmetics
Others
Chart 9 Products specially buy from the supermarket Interpretation

From the above table it is interpreted that the responses from stationery are 22.6%,

food stuff are 45.1%, cosmetics are 18.3% and others 14%.

Inference : Majority (45.1%) of the respondents are prefers to buy food stuff.
27
10. Products offered in a supermarket

S No Particulars No. of responses Percentage

1 Adequate 70 42.7

2 Average 88 53.7

3 Inadequate 6 3.7

Total 164 100

Source: Primary data

PRODUCTS OFFERED IN A SUPERMARKET

6 53.
0 7
5
0 42.
4 7
0

3
0

2 3.
7
0
Adequat Averag Inadequat
e e e
Chart 10 Products offered in a supermarket Interpretation

From the above table it is interpreted that the responses from adequate are 42.7%,

average are 53.7%, inadequate are 3.7%.

Inference: Majority (53.7%) of the respondents says that the products offered in a

supermarket are Average.

28
11. Reason for shopping

S No. Particulars No. of responses Percentage

1 Quality, Variety, Price 14 8.5
2 Large number of products 27 16.5
3 Convenience of shopping 103 62.8
4 Others 20 12.2
Total 164 100

Source: Primary data

REASON FOR SHOPPING

7 62.8
0
6
0
5
0
4 16.
5 12.
0 8. 2
5
3
0 Quality, Large number Convenience
Others Variety, Price

Chart 11 Reason or shopping Interpretation

From the above table it is interpreted that the responses were Quality, variety, price

are 8.5%, large number of products are16.5%, convenience of shopping are 62.8%, and others

are 12.2%.

Inference: Majority (62.8%) of the responses says convenience of shopping is the reason for

29
shopping.

12. Distance to travel

S No. Particulars No. of responses Percentage

1 No more than 10 min 65 39.6
2 Up to 20 min 77 47
3 Up to 40 min 19 11.6
4 Above 90 min 3 1.8
Total 164 100

Source: Primary data

DISTANCE TO TRAVEL
5 47
0
39.
4
6
5
4
0
3
5
11.
3
6
0
2
1.
5 8
No more Up to 20 Up to 40 min Above 90
than 10 min min

Chart 12 Distance to travel Interpretation

From the above table it is interpreted that the responses were No more than 10 min are

39.6%, up to 20 min are 47%, up to 40 min are 11.6 % and above 90 min are 1.8%.

Inference: Majority (47%) of the responses says they have travel up to 20 min.

30
13. Preference to travel

S No. Particulars No. of responses Percentage

1 Self-serve 118 72
2 Staff 15 9.1
3 Both 31 18.9
Total 164 100

Source: Primary data

PREFERENCE TO USE
8 7
0 2
7
0
6
0
5
18.
0
9. 9
4
1
0
3 Self-serve Staff
Both
Chart 13 Preference to travel Interpretation

From the above table it is interpreted that the responses were self-serve are 72%, staff

are 9.1% and both are 18.9%.

Inference: Majority (72%) of the responses are prefers to self-serve.

31
14. Planning of products to use

S No. Particulars No. of responses Percentage

1 Always 86 52.4
2 Often 41 25
3 Almost 29 17.7
4 Never 8 4.9
Total 164 100

Source: Primary data

PRODUCTS TO BUY
6
0 52.
5 4
0

4
0 2
5 17.
2
0 7
1 4.
0 9
0
Alway Ofte Almos Neve
s n t r
Chart 14 Planning of products to use Interpretation

From the above table it is interpreted that the responses were always are 52.4%,

often are 25%, almost are 17.7% and never are 4.9%.

Inference: Majority (52.4%) of the responses says products are planned.

32
15. Satisfaction with variety of products

S No. Particulars No. of responses Percentage

1 Satisfied 119 72.6

2 Neutral 16 9.8

3 Not satisfied 29 17.7

Total 164 100

Source: Primary data

SATISFACTION OF PRODUCTS
8 72.
0 6
7
0
6
0
5
17.
2
9. 7
0
8
1
0
Satisfied Neutral Not
satisfied
Chart 15 Satisfaction with variety of products Interpretation

From the above table it is interpreted that the responses were satisfies are 72.6%,

neutral are 9.8%, and not satisfied are 17.7%.

Inference: Majority (72.6%) of the responses are satisfied from the variety of products.

33
16. Buying of products in cash time

S No. Particulars No. of responses Percentage

1 Always 66 40.2
2 Often 48 29.3
3 Almost 34 20.7
4 Never 16 9.8
Total 164 100

Source: Primary data

BUYING IN CASH TIME

4 40.
5 2
4
0 29.
3 3
5 20.
7
3
0 9.
2 8
5
2
Always Often Almost
Never
Chart 16 Buying of products in cash time Interpretation

From the above table it is interpreted that the responses were always are 40.2%,

often are 29.3 %, almost are 20.7% and never are 9.8%.

Inference: Majority (40.2%) of the responses are says they buy in cash time.

34
17. Experience of shopping

S No. Particulars No. of responses Percentage

1 Excellent 70 42.7

2 Very good 68 41.5

3 Average 24 14.6

4 Poor 2 1.2

Total 164 100

Source: Primary data

EXPERIENCE OF SHOPPING
4 42. 41.5
5 7
4
0
3
5
3 14.
0 6
2
5 1.
2 2
Excelle Very Averag Poo
nt good e r
Chart 17 Experience of shopping Interpretation

From the above table it is interpreted that the responses were excellent are 42.7%, very

good are 41.5%, average are 14.6% and poor are 1.2%.

Inference: Majority (42.7%) of the responses says excellent shopping

35
 CHAPTER 4

SUMMARY AND CONCLUSION

36
SUMMARY

1. Majority (48.8%) of the respondents are from the age of 16 to 25.

2. Majority (50.6%) of the respondents are from female.

3. Majority (45.7%) of the respondents are from students.

4. Majority (66.5%) of the respondents are preferences to buy in large supermarket.

5. Majority (40.2%) of the respondents are from for a long time.

6. Majority (54.3%) of the respondents from 1 to 2 times.

7. Majority (42.7%) of the respondents prefers quality of products.

8. Majority (45.7%) of the respondents says the products price are reasonable.

9. Majority (45.1%) of the respondents are prefers to buy food stuff.

10. Majority (53.7%) of the respondents says that the products offered in a supermarket

are average.

11. Majority (62.8%) of the respondents says convenience of shopping is the reason for

shopping.

12. Majority (47%) of the respondents says they have travel up to 20 min.

13. Majority (72%) of the respondents are prefers to self-serve.

14. Majority (52.4%) of the respondents says products are planned.

15. Majority (72.6%) of the respondents are satisfied from the variety of products.

16. Majority (40.2%) of the respondents are says they buy in cash time.

17. Majority (42.7%) of the respondents says excellent shopping.

37
 Supermarket can offer large number of products in all over every products and
brands.
 Some of them as complied that supermarket should decrease some of the product’s
price.
 Supermarket must concentrate all the departments not only food area.
 Supermarket should increase more billing facilities and faster also.
 Some of the customers are recently buying from the supermarket so they can advertise
or giving pamphlet to know about supermarket.
 Customer service should be increased.

38
CONCLUSION
The supermarket has been well successfully organization. It is a place where variety of
products can be purchased at a low price and non-branded and branded products are available
which is not in other retail stores. In this study, it has generated through structured
questionnaire, and the data has been collected from the all the ages of the customers. Here,
most of the customers are highly satisfied with the products which have been produced.
Thereby findings of this study of supermarket should increase some products and brands.

39
 BIBLIOGRAPHY
 Principles of marketing - Phillip Kotler

 Marketing management - Rajan Saxena

 Customer relationship mgt - JAGDISH.SETH

 Newspapers - Eenadu, Vaartha, D.C,

Economic times and etc.

 Advertisements - Television, Print Media.

 Web Sites - https://moreretail.in

REFERENCESS

Economic Review 81, 539–552.

 Berman, B. and Evans, J.R. (2001) Retail Management, Prentice Hall, Upper Saddle

River, New Jersey.

 [3] Borden, N. H. "The Concept of Marketing Mix." Journal of Advertising Research.

Vol.4 No. June, (1964): 2-7.

 [4] Bracker, J. and Pearson, J. (1986), ¯Planning and financial performance of small,

mature firms‖, Strategic Management Journal.

40
 APPENDIX (QESTIONANNAIRE)

1.What is your age group?

a) 16 to 25 b) 26 to 35 c) 36 to 45
d) 46 to 55

2.What is your gender?

A) Male b) Female

3. What is your current occupation?

a) Student b) Professional c) Employed c) Others

4. Do you prefer shopping at a large supermarket than ordinary grocery shop?

a) Always b) Never c) Almost

5. How long have you been shopping at supermarket?

a) Very recently b) For a couple of months c) Above one year d)

For a long time

6.How many times in a month do you shop at a supermarket?

a) 1-2 b) 3-5 c) 6-10 d) 10+

7. What features do you look for at a supermarket?

a) Quality of products b) Variety of products c)

Branding d) Price

8.The price range of products at supermarkets is

a) Very high b) Slightly high c) Reasonable d) Very low

What kind of products you specially buy from any supermarket?

a) Stationery b) Food stuff c) Cosmetics d) Others

9. How would you describe the products that

the supermarket offers?

a) Adequate b) Average c) Inadequate

40
10. What is the main reason for you shopping in supermarket?

a) Quality, Variety, Price b) Large number of products c) Convenience of

shopping
d) Others

11. What is the maximum distance you are prepared to travel to your
preferred store?

a) No more than 10 min

b) Up to 20 min

c) Up to 40 min

d) Above 90 min

12. Do you prefer to use self-serve or staff check out?

a) Self-serve b) Staff c) Both

13. Do you only the products that you planned to?

a) Always b) often c) Atmost d) Never

14. Are you satisfied with the variety of products offered by them?

a) Satisfied b) Neutral c) Not satisfied

15. While waiting on the checkout line, do you buy products

that are at the cash time?

a) Always b) often c) Atmost d) Never

16. If you are to rate your experience shopping at a supermarket, it would

be

a) Excellent b) Very good c) Average d) Poor

40