Shopping Patterns1

A STUDY OF CONSUMER BUYING BEHAVIOUR

GROUP NO. 6

LEARNING OBJECTIVES

METHODOLOGY USED

• Exploratory Research • Conducted survey through th questionnaire • Interviews

DATA COLLECTION • Questionnaires used • Common factor to all questions “verbal responses”- written/oral • Consisted of – multiple choice questions dichotomous questions open ended questions

Sampling • Random sampling • Area of survey - Sarojini Nagar, Palika Bazar, Connaught Place, CSD canteen, TDI Mall-Rajouri garden. • Timing of survey - 10 a.m. to 8 p.m.

Types of Buying Behavior • • • •

Routine Response Limited Decision Extension Decision Impulse Buying

TARGET MARKET • • • • •

CP PALIKA CSD canteen Sarojini market TDI Mall

Connaught Place BACKGROUND • Connaught place, also called as CP, built in 1931 is located at the heart of New Delhi. • It depicts the style of British architecture which was very planned and well structured. • Markets and shops in Connaught place are structured in the form of rings comprising of inner and outer circle. • Connaught place has been renamed as Rajiv Chowk.  • Apart from being the commercial and business hub of Delhi, CP has countless restaurants, watering holes, shops and emporia and cinema halls too.

CONNAUGHT PLACE • It has been one of the most sought after shopping destinations of Delhi. • You can find imported electronic goods, sports items, books, household goods, handicrafts, etc.  • Another specialty lies in the multi dimensional environment of the place where you would find hotels, pubs, restaurants, Bars, cinema halls and office of major establishments. • The market is closed during Sundays and has special attraction in festival seasons. • The most happening time to visit Connaught place is during evening.

Shopping patterns of customers • Normally spend two hrs inside the market • As southeast asian products are available in plenty, hence generally cheap and heavy scope of bargaining. • Electronics items, apparels available in plenty at cheaper rate. • Attracts many foreign tourists. • Customers don’t come here for branded product as there is only one branded showroom( of Reebok showroom). • Very famous with youngsters(20-35) as large variety of apparels available. • Palika Bazaar Shopkeepers Welfare Association- This association addresses customers as well as Shopkeepers grievances.

CONNAUGHT PLACE • Keventers, the rundown milk bar next to Wenger’s Bakery is known for its iced milk and shakes served in oversized glass bottles. • Panchayat, India’s first paan parlour is in CP.(ISO-9001-2000 CO.) • We can find all age group people visiting CP. • According to the people visiting CP, speciality of this market is “crowd”. • People generally like to come for eating. • People are highly satisfied with the availabilty of products.

Palika Bazaar • Underground, air-conditioned market located below the inner circle of Connaught Place, New Delhi. • An international market with products available from Far East countries like Thailand, Malaysia, Chinese etc. • 2500 customers enter every hour. • No school students are allowed into Palika Bazaar allowed till 12 noon

Steps taken by Retailers • Opened a website www.palikabazaar.com which shares details of all the shops. • Shops can advertise themselves on this website. • Availability of illegal products, which are offered very cheap. • Shopkeepers share products between themselves.

CSD • CSD sells a wide variety of products like household provisions, kitchen appliances, alcoholic drinks, cars, sports equipment. • Only branded items are available in CSD. • Loyal customers. • Profit margin is very less.

Consumer behavior CSD • Over 75 per cent of the audience in CSD is male. • The consumer spends between 30 and 60 minutes in every visit to a CSD canteen • The frequency of visits varies between once every fortnight and once every month. • Often buy the products in bulk. • Customer Grievance-Products often go out of stock.

• OOH TV screens are placed in CSD providing an opportunity for brands to reach out to over four million households of serving and retired armed forces personnel and their dependants. • Has tied up with many companies. • Marketing activities in CSDs are restricted • Intermediaries are less hence cheper products. • Are not involved in any promotional activities as they are very much like a non-profit service provider

SAROJINI NAGAR SHOPPING PATTERNS

INTRODUCTION • Sarojini Nagar is located in the posh South locality of Delhi from where one can buy clothes and fabrics. • The biggest attraction - stylish outfits at unbeatable prices. • Bargaining is the key. • Large number of international and local brand showrooms. • Crux of the market formed by street side shops, selling garments of all designs and colors. • Some other sub-markets near Sarojini include Babu Market, Subzi Market and Central Market.

THE MARKET SURVEY • The market is primarily visited by youngsters • Basically lower and middle income group people throng this market • Usually visited by consumers who prefer impulse purchasing or random visits • Purpose : apparels, home items, eating • Specialty : price of goods • Outlets looked for : exclusive shops, roadside stalls • Level of satisfaction of the consumer in terms of: a) product availability-moderately satisfied b) quality-moderately satisfied c) price-highly satisfied d) timings of the market-satisfied e) location-satisfied

RETAILER’S POINT OF VIEW

Shopping patterns

KEY FINDINGS

CONTINUE

SOME OF THE BRANDS

CONCLUSIONS

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