CUSTOMER PROFILE & BEHAVIORAL ANALYSIS
CUSTOMER PROFILE & BEHAVIORAL ANALYSIS
A STUDY AT SPENCER’S DAILY
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* K.Logeshwari
** V.Ramadevi
ABSTRACT
India is being seen as a potential goldmine for retail investors from over the world and latest research has rated India as the top destination for retailers for an attractive emerging retail market. India’s vast middle class and its almost untapped retail industry are key attractions for global retail giants wanting to enter newer markets. Even though India has well over 5 million retail outlets, the country sorely lacks anything that can resemble a retailing industry in the modern sense of the term. This scenario has led to a transition from unorganized retailing to organized retailing. There exists a severe competition among the organized retailers to attract the customers. The study reveals that the top five factors that are expected by the consumers are price, quality, shelf arrangements, brand choice and availability of the products. The variables brand choice, availability, discounts, packing facilities and customer care meet the satisfaction level of the consumers of Spencer’s Daily. The findings would enable the marketing strategists to frame suitable strategies enhance the share of Spencer’s Daily in the retailing industry.
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* Lecturer, Department of management studies and Research, Karpagam University , Coimbatore – 641021 ,Tamilnadu
* * Lecturer, Department of management studies and Research, Karpagam University , Coimbatore – 641021, Tamilnadu
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INTRODUCTION
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The India Retail Industry is the largest among all the industries, accounting for over 10 percent of the country’s GDP and around 8 percent 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 yet tasted success because of the heavy initial investments that are required to break even with its way towards becoming the next boom industry. Against this background the study was conducted to understand the profile and buying behavior of the consumers of Spencer’s daily.
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Further the study attempts to identify the influence of demographic variables on the level of expectation and satisfaction and also highlights the gap between the expectation and satisfaction level. It also analyses the key factors that influence the shopping and aims to understand the level of expectation and satisfaction The study assumes the characteristic of descriptive research. A sample of hundred and twenty five customers in Coimbatore city is selected on convenience basis and data are collected through specially questionnaire.
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           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.
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           A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing working women population and emerging opportunities in the services sector are going to be the key factors in the growth of the organized sector in India.
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           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.
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The study mainly deals with the customer’s perception towards Spencer’s daily which is a retail store. Retailing is one of the important factors in buying and selling of the products. There are different types of retail outlet through which the store can have very intimate relationship with transactions made on a face-to-face, first name basis. At the other end of the scale, goods may be retailed across the globe, with no physical contact being made at all. The different types of retail stores are as follows,
- Department store
- Door-to-door retailing
- Distance retailing
- Chain retailing
- Party retailing
- Single independent non-franchised store
- Super market
- Van retailing
- Ware house club
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Until the introduction of the self service stores, the customers were buying goods by simply asking the shopkeeper for their goods. There was a personal one-to-one relationship between the customer and the shop keeper.The first self service store was started in the year 1915 by Albert Gerard in Los Angeles. In these stores the groceries were stacked on shelves allowing the customers to walk around and browse, collecting their requirements by themselves and the shop keeper would only need to calculate the final bill at the end of the process and receive payment.
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          This new type of shopping was more efficient and many customers preferred it. There has been a steady rise in the global amount of self service stores ever since it started. Even though India has well over 5 million retail outlets of all sizes and styles, the country sorely lacks anything that can resemble a retailing industry in the modern sense of the term. This presents international retailing specialists with the great opportunity. Retailing in India is thoroughly unorganized. There is no supply chain management perspective.
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           According to a survey by AT Kearney, an overwhelming proportion of the Rs.400000 crore retail markets are unorganized. In fact, only a Rs.20000 crore segment of the market is organized. Just over 8 per cent of India’s population is engaged in retailing. The first challenge facing the organized retail industry in India is competition from the unorganized sector. Traditional retailing has established in India for some centuries. It is a low cost structure mostly own operated and it runs for generations.
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           In contrast, players in the organized sector have big expenses to meet and yet have to keep prices to low enough to be able to compete with the traditional sector. High cost for the organized sector arises from higher labour cost, social security to employees, high quality and other comfort facilities.
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           These drawbacks present opportunity to International and/or professionally managed Indian Corporations to pioneer a modern retailing industry in India and benefit from it.
Statement of the problem:
Indian retail sector is undergoing a buoyant transition from unorganized to organized retailing. This has given raise to severe competition among the organized retail sector. Understanding the customers in terms of their profile, buying behavior, expectation and satisfaction is important. This is identified as the problem area and the study has attempted to address the above said issues with respect to Spencer’s Daily.
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Objectives:
n     To understand the Profile & Buying behavior of Spencer’s Daily consumers.
n     To analyze the key factors influencing shopping at Spencer’s Daily.
n     To understand the level of expectation and satisfaction of Spencer’s Daily consumers.
n     To study the influence of Demographic variables on expectation and satisfaction level.
n     To analyze the gap between the level of expectation and satisfaction
Scope of the study:
         This research gives a broad frame work of the Spencer’s daily customers and an analysis of their profile and buying behavior. This can be used as a guideline in the future business plans and making changes in the current activities. It gives an idea of the areas, which need emphasis and development.
           This study has been conducted in Coimbatore city covering all the areas falling within the Coimbatore zone with a sample size of 125 respondents. All classes of customers were met and their views were analyzed.
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 Methodology:
a)Â Â Â Â Â Type of Study:
              The type of the study is descriptive in nature since it describes the perception of the customer’s on Spencer’s daily.
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b)Â Â Â Â Â Sampling Design:
                 The sampling design consists of sampling method and sample size. The sampling method used is convenient method of sampling since the population is infinite. The sample size is 125 respondents from the customers of Spencer’s daily in the Coimbatore city.
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 c) Method of Data Collection:
                 The method used to collect primary data is through questionnaires. Secondary data is collected through company manuals, records, magazines and web sites.
d) Tools for Analysis:
     The statistical tools used for analysis are    Â
- Percentage analysis
- Chi – square analysis
- Mean score analysis
- Paired sample ‘t’ test
Percentage analysis:
               Percentage analysis is used to describe the profile of respondents and buying behavior of the customers of Spencer’s Daily.
Chi –square analysis:
                 Chi – square analysis is used when two variables are to be compared. In this study, chi-square analysis is used to make a comparison between the level of expectation and satisfaction of customers of Spencer’s daily.
Mean score analysis:
In this study mean value is used to identify and rank the factors which influence the level of expectation and satisfaction of the consumers.
Paired sample‘t’ test:
This test is used to find out the significant difference between the two variables. In this study t-test is performed to find the gap between the level of expectation and satisfaction.
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Mean score analysis on the level of expectation and satisfaction of the respondents on various factors
 Level of expectation `
Table 1 – The ranking of the Expectation factors
Factors
Percentage
MEANSCORE
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SCORE
RANKS
VI
I
N
LI
NI
Price
44
81
0
0
0
1.26
1
Quality
54
71
0
0
0
1.52
2
Location
29
74
22
0
0
1.944
13
Brand image
41
72
12
0
0
1.768
9
Brand choice
54
70
0
1
0
1.584
4
Availability
49
76
0
0
0
1.608
5
Shelf arrangements
55
70
0
0
0
1.56
3
Crowd management
51
68
5
1
0
1.648
6
Assistance provided
26
71
28
0
0
2.016
14
Customer care
54
41
28
2
0
1.824
11
Ambience
41
71
8
0
0
1.696
7
Discounts
60
40
25
0
0
1.72
8
Billing
49
39
36
1
0
1.912
12
Packing facilities
50
48
27
0
0
1.816
10
Parking facilities
36
59
22
44
0
2.048
15
VI – Very much important, I – Important,       N – Neutral, LI – Less Important,         Â
NI – Not Important
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From the above table, it can be inferred that the price factor is felt very important by the respondents, the next factors as the order is quality, shelf arrangements, brand choice, availability, crowd management, ambience, discounts, brand image, packing facilities, customer care, billing ,location assistance provided and parking facilities.
 Level of satisfaction
Table 2 – The ranking of the Satisfaction factors
Factors
Percentage
MEANSCORE
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SCORE
RANKS
VMS
S
N
D
VDS
Price
11
78
35
1
0
1.26
1
Quality
24
64
36
1
0
1.52
2
Location
25
59
32
9
0
1.944
13
Brand image
29
62
29
5
0
1.768
9
Brand choice
51
70
4
0
0
1.584
4
Availability
54
55
16
0
0
1.608
5
Shelf arrangements
32
71
22
0
0
1.56
3
Crowd management
28
77
19
1
0
1.648
6
Assistance provided
43
46
36
0
0
2.016
14
Customer care
45
54
26
0
0
1.824
11
Ambience
28
58
38
1
0
1.696
7
Discounts
57
48
20
0
0
1.72
8
Billing
28
63
33
1
0
1.912
12
Packing facilities
51
52
22
0
0
1.816
10
Parking facilities
7
16
30
39
33
2.048
15
VMS-Very much satisfied, S- Satisfied, N- Neutral, D- Dissatisfied, VDS- Very much satisfied.
From the above table, it can be inferred that Brand choice is the factor which is felt very much satisfied by the respondents, the next factors as the order is availability, discounts, packing facilities, customer care, arrangements, assistance provided, crowd management, brand image, billing, ambience, quality, location, price and parking facilities.
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Gap analysis between the Level of Expectation and Satisfaction
           To study the gap between expectation and satisfaction Paired Sample t- test is used. For this purpose the following hypothesis is formulated.
Ho: There is no significant gap between the expectation and satisfaction regarding the various factors.
The above hypothesis is subjected using paired sample t-test and the findings are summarized below.
Table3- Gap analysis: Expectation Vs Satisfaction
Factors
T value
P value
Significance
Price
15.561
.000
S
Quality
          7.761
.000
S
Location
2.988
.003
S
Brand image
3.345
.001
S
Brand choice
.649
.517
NS
Availability
          1.210
.229
NS
Shelf arrangements
5.182
.000
S
Crowd management
3.927
.000
S
Assistance provided
            .797
.427
S
Customer care
.248
.804
NS
Ambience
5.136
.000
S
Discounts
.171
.865
NS
Billing
1.518
.131
S
Packing facilities
.492
.624
NS
Parking facilities
11.654
.000
S
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S-Significant; NS- Not significant;
From the above table it can be seen that there is significant gap between the level of expectation and satisfaction with respect to price, quality, location, brand image,
Shelf arrangements, crowd management, assistance provided, ambience, billing and parking facilities.
Further it can be seen that there is no significant gap between brand choices, availability,
Customer care, discounts and packing facilities.
Chart 1 – Expectation Vs Satisfaction
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 Influence of demographic variables on Expectation.
           In order to understand the influence of demographic variables on the level of expectation, the chi-square test is performed at 5% significant level. The demographic variables selected are age, gender, education, occupation and income level the findings are presented below.
H0: Â Age does not have a significant influence on the level of expectation. The above hypothesis is tested and the findings are presented below.
Table 4- Influence of the Age on the expectation factors
Factors
sss
Age Â
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X 2
P value
Price
.354
.950
Quality
           2.594
        .458
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Location
3.313
.769
Brand image
          3.851
.697
Brand choice
4.088
.665
Availability
          5.243
.155
Shelf arrangements
1.167
.761
Crowd management
           7.774
.557
Assistance provided
          10.236
.115
  Customer care
 9.933
.356
Ambience
15.370
.018
Discounts
2.764
.838
Billing
8.352
.499
Packing facilities
13.306
.038
Parking facilities
8.352
.582
From above table it can be seen that the demographic variable age does not have a significant influence on the expectation factors.
H0: Â Gender does not have a significant influence on the level of expectation. The above hypothesis is tested and the findings are presented below.
Table 5- Influence of the Gender on the expectation factors
Factors
Gender  Â
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X 2
P value
Price
226.402
.000
Quality
225.332
.000
Location
225.971
.000
Brand image
226.107
.000
Brand choice
224.047
.000
Availability
223.241
.000
Shelf arrangements
225.614
.000
Crowd management
225.237
.000
Assistance provided
223.940
.000
Customer care
232.762
.000
Ambience
224.208
.000
Discounts
226.288
.000
Billing
226.606
.000
Packing facilities
229.536
.000
Parking facilities
224.512
.000
From above table it can be seen that the demographic variable gender has a significant influence on all the expectation factors.
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H0: Â Educational Qualification does not have a significant influence on the level of expectation. The above hypothesis is tested and the findings are presented below.
Table 6- Influence of the Educational qualification on the expectation factors
Factors
Educational Qualification   Â
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X 2
P value
Price
40.328
.000
Quality
0.200
.655
Location
38.224
.000
Brand image
43.216
.000
Brand choice
62.608
.000
Availability
5.832
.016
Shelf arrangements
1.800
.180
Crowd management
107.032
.000
Assistance provided
31.024
.000
Customer care
47.320
.000
Ambience
48.304
.000
Discounts
14.800
.000
Billing
42.008
.020
Packing facilities
7.792
.000
Parking facilities
86.720
.000
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From above table it can be seen that the demographic variable educational qualification has a significant influence on the expectation factors price, location, brand image, brand choice, crowd management, assistance provided, and customer care, and ambience, discounts, packing facilities and parking facilities.
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H0: Occupation does not have a significant influence on the level of expectation. The above hypothesis is tested and the findings are presented below.
Table 7- Influence of the Occupation on the expectation factors
Factors
Occupation    Â
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X 2
P value
Price
223.911
.000
Quality
237.582
.000
Location
232.485
.000
Brand image
237.168
.000
Brand choice
229.844
.000
Availability
232.374
.000
Shelf arrangements
233.561
.000
Crowd management
242.965
.000
Assistance provided
254.669
.000
Customer care
237.965
.000
Ambience
250.236
.000
Discounts
242.312
.000
Billing
233.348
.000
Packing facilities
242.245
.000
Parking facilities
242.148
.000
From above table it can be seen that the demographic variable occupation has a significant influence on all the expectation factors.
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H0: Â Income does not have a significant influence on the level of expectation. The above hypothesis is tested and the findings are presented below.
Table 8 – Influence of the Monthly income on the expectation factors
Factors
Monthly income
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X 2
P value
Price
2.619
.454
Quality
4.042
.257
Location
8.797
.185
Brand image
2.651
.851
Brand choice
1.745
.942
Availability
1.290
.732
Shelf arrangements
1.651
.648
Crowd management
22.573
.007
Assistance provided
5.786
.448
Customer care
6.488
.690
Ambience
2.428
.876
Discounts
5.806
.445
Billing
8.839
.452
Packing facilities
6.228
.398
Parking facilities
17.873
.120
From above table it can be seen that the demographic variable monthly income does not significant influence on all the expectation factors.
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 Influence of demographic variables on Satisfaction Factors.
           In order to understand the influence of demographic variables on the level of satisfaction, the chi-square test is performed at 5% significant level the demographic variables selected are age, gender, education, occupation and income level the findings are presented below.
H0: Age does not have a significant influence on the level of satisfaction. The above hypothesis is tested and the findings are presented below.
Table 9- Influence of the Age on the satisfaction factors
Factors
sss
Age Â
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X 2
P value
Price
4.745
0.856
Quality
3.778
0.925
Location
7.208
0.615
Brand image
8.985
0.439
Brand choice
8.096
0.231
Availability
13.220
0.040
Shelf arrangements
5.474
0.485
Crowd management
7.428
0.593
Assistance provided
9.654
0.140
Customer care
2.935
0.817
Ambience
6.799
0.658
Discounts
4.960
0.549
Billing
7.004
0.637
Packing facilities
4.546
0.603
Parking facilities
11.314
0.502
From above table it can be seen that the demographic variable age does not have a significant influence on the level of satisfaction.
H0: Â Gender does not have a significant influence on the satisfaction factors. The above hypothesis is tested and the findings are presented below.
Table 10- Influence of the Gender on the satisfaction factors
Factors
sss
Gender  Â
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X 2
P value
Price
227.153
.000
Quality
224.524
.000
Location
226.014
.000
Brand image
233.537
.000
Brand choice
227.390
.000
Availability
228.355
.000
Shelf arrangements
223.513
.000
Crowd management
229.262
.000
Assistance provided
227.303
.000
Customer care
225.804
.000
Ambience
225.329
.000
Discounts
223.741
.000
Billing
222.393
.000
Packing facilities
224.870
.000
Parking facilities
240.827
.000
From above table it can be seen that the demographic variable gender has a significant influence on all the satisfaction factors.
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H0: Â Educational qualification does not have a significant influence on the satisfaction factors. The above hypothesis is tested and the findings are presented below.
Table 11 – Influence of the Educational qualification on the satisfaction factors
Factors
sss
Educational qualification   Â
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X 2
P value
Price
238.949
.000
Quality
233.323
.000
Location
232.164
.000
Brand image
248.992
.000
Brand choice
224.988
.000
Availability
236.773
.000
Shelf arrangements
234.54
.000
Crowd management
232.934
.000
Assistance provided
233.699
.000
Customer care
240.444
.000
Ambience
239.449
.000
Discounts
231.286
.000
Billing
233.251
.000
Packing facilities
229.861
.000
Parking facilities
236.500
.000
From above table it can be seen that the demographic variable educational qualification has a significant influence on all the satisfaction factors.
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H0: Â Occupation does not have a significant influence on the satisfaction factors. The above hypothesis is tested and the findings are presented below.
Table 12- Influence of the Occupation on the satisfaction factors
Factors
sss
Occupation   Â
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X 2
P value
Price
243.527
.000
Quality
247.872
.000
Location
237.861
.000
Brand image
254.694
.000
Brand choice
227.260
.000
Availability
248.990
.000
Shelf arrangements
234.207
.000
Crowd management
243.625
.000
Assistance provided
232.494
.000
Customer care
238.576
.000
Ambience
244.765
.000
Discounts
230.430
.000
Billing
241.540
.000
Packing facilities
234.957
.000
Parking facilities
248.510
.000
From above table it can be seen that the demographic variable occupation has a significant influence on all the satisfaction factors.
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H0: Â Monthly income does not have a significant influence on the satisfaction factors. The above hypothesis is tested and the findings are presented below.
Table 13 – Influence of the Monthly income on the satisfaction factors
Factors
sss
Monthly income   Â
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X 2
P value
Price
27.867
.001
Quality
7.798
.555
Location
4.999
.834
Brand image
8.387
.496
Brand choice
10.054
.122
Availability
2.505
.868
Shelf arrangements
1.845
.933
Crowd management
9.253
.414
Assistance provided
6.443
.375
Customer care
7.987
.239
Ambience
6.093
.731
Discounts
5.209
.517
Billing
7.673
.567
Packing facilities
1.768
.940
Parking facilities
4.835
.963
From above table it can be seen that the demographic variable monthly income has a significant influence on the level of satisfaction regarding price. In all others the hypothesis is rejected.
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CONCLUSION
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           Profile of the respondents
- Most of the respondents belong to the age group of 31 – 40, (i.e. 44%), 27.2% of the respondents are between the age group of 20-30,23.2% of the respondents belong to the age group of above 40,and 5.6% of the respondents belong to the age category of less than 20.
- Majority (63.2%) of the respondents is female and 36.8 % are male.
- Majority (30.4%) of the respondents are home makers.27.2% of the respondents are employed,22.4% of the respondents belong to the professional category, the percentage of business people is 13.6% and students 6.4%
- Majorities (56.8%) of the respondents are graduates, 32.8% are post graduates, and 8.8% of the respondents are people of school level education.
- Majority (45.6%) of the respondents have income level between Rs.10001-20000,42.4% of the respondents have income level between Rs.20001-30000,4% of the respondents have an income level above Rs.30000 and 1.6% of the respondents have an income level below 10000.
Buying Behavior of the Consumers
- Majority (69.6%) of the respondents have come to know Spencer’s through friends & relatives, 16% through advertisements, and 13.6% through magazines & newspapers.
- Majority (47.2%) of the respondents visit the store between 15 – 30 days, 35.2% of the respondents between 31 – 45 days, 9.6 % above 45 days and 8%, once in 15 days.
- Majority of the respondents (47.2%) spend between Rs.1001 – 3000, 35.2% of the respondents spend between Rs.3001 – 4000, 9.6% of the respondents spend above Rs.4000 and 8% of the respondents spend less than 1000.
- Majority (45.6%) of the respondents feel that Kannan departmental store is a close competitor of Spencer’s, 32% of them feel Nilgiris as the close competitor, and 20 % of them feel big bazaar as the close competitor.
- Majority (45.6%) of the respondents feel that Kannan departmental store is a close competitor of Spencer’s, 32% of them feel Nilgiris as the close competitor, and 20 % of them feel big bazaar as the close competitor.
 Level of expectation and satisfaction
- The price factor is felt very important by the respondents, the next factors as the order is quality, shelf arrangements, brand choice, availability, crowd management, ambience, discounts, brand image, packing facilities, customer care, billing ,location assistance provided and parking facilities.
-  Brand choice is the factor which is felt very much satisfied by the respondents, followed by availability, discounts, packing facilities, customer care, arrangements, assistance provided, crowd management, brand image, billing, ambience, quality, location, price and parking facilities.
 Level of Expectation Vs Satisfaction: Gap analysis
- There is significant gap between the level of expectation and satisfaction with respect to price, quality, location, brand image, Shelf arrangements, crowd management, assistance provided, and ambience, billing and parking facilities.
           Further it can be seen that there is no significant gap between brand choices,
            availability, Customer care, discounts and packing facilities.
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 Influence of demographic variables on the level of expectation
- The variables gender, educational qualification, and occupation have a significant influence over the level of expectation and the variables age and monthly income does not have an influence on the level of expectation.
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 Influence of demographic variables on the level of satisfaction
- The variables gender, educational qualification, occupation have a significant influence over the level of satisfaction and the variables age and monthly income does not have an influence on the level of satisfaction.
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 Recommendations
           The recommendations given to the organization are as follows
- From the profile of the consumers, it can be seen that most of the respondents belong to 31-40 and earn an income of 10001-20000; Spencer’s daily can develop new marketing strategies to concentrate on the other age group and income group of people.
- Findings show that most of the respondents purchase groceries, and other products need to be properly positioned to attract more consumers.
- The important factors highlighted by the customers are the price, quality, shelf arrangements, brand choice, availability, crowd management, ambience, discounts, brand image, packing facilities, customer care, billing ,location, assistance provided and parking facilities, these aspects should be given priority to formulate the strategy.
- The factors of satisfaction such as parking facilities, price, location etc are felt less satisfied or neutral by the consumers, due care should be taken in upgrading those factors in order to retain the consumers.
- Efforts should be taken to reduce the gap between expectation and satisfaction level in case of factors like price, quality, location, brand image etc. This will lead
to arrest the customer attrition.
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Conclusion
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         The Retail market in India is highly competitive due to increase in the number of consumers belonging to middle and higher income class, change in consumption pattern and opening up of economy due to liberalization, privatization and globalization. Against this background the study is attempted to analyze the profile and buying behavior of the consumers and the factors influencing the level of expectation and satisfaction level of the consumers. The findings would enable the organization to frame suitable strategies and enhance the market share.
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Books referred:
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- Kothari, C. R. (1990). ‘Research Methodology Methods and Techniques’, Wishawa Publishers; Second edition.
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- Philip Kotler and Kevin Lane Keller (2006). ‘Marketing Management’ , Prentice Hall of India Pvt Ltd, Twelfth edition
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-  Stephen Robbins, (1996). ‘ Organizational Behaviors’ Prentice Hall of India Pvt Ltd., Third edition
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- Dr. D. D. Sharma (2005). ‘Marketing Research’ , Sultan Chand & Sons, Third edition
Websites referred:
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           www.google.com
           web.ebscohost.com
           www.spencersretail.com
           www.fibre2fashion.com
           www.rpgretail.com
           www.retailing.com
           www.market.com
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