A study on consumer buying behaviour
Name of the Store(store.name): Missing – 9 Question.ID:
Location(location): Missing - 9 1. How often do you visit this store?
□
More than once in a week (1)□
Once a week (2)□
Once a fortnight (3)□
Once a month(4)□
Very rarely(5)□
I come when I feel like(6) Missing - 9Ordinal
Variable - frequency
2. With whom do you usually come shopping?
□
With parents(1)□
With friends(2)□
With spouse(3)□
With spouse and kids(4)□
Alone(5)Missing - 9 Nominal
Variable – accompany to shopping.
3. What is your role in shopping? (Tick the most relevant)
□
I do the shopping(1)□
I look around(2)□
I look around and suggest (3)□
I do not do anything(4) Missing – 9Nominal
Variable – shopping role
4. What do you feel about shopping? (Tick as many as applies)
□
To take a break (Shop4break) (0=No,1=Yes,9=Missing)□
To look for new products (shop4newprod) (0=No,1=Yes,9=Missing)□
To check for new offers (shop4newoffer) (0=No,1=Yes,9=Missing)□
To buy what I need (shop4need) (0=No,1=Yes,9=Missing)□
Others (Please Specify) __________________________________________(0=No,1=Yes,9=Missing) Nominal
5. How often do you carry a written list when you go out for shopping?
□
Always (1)□
Mostly(2)□
Sometimes(3)□
Rarely(4)□
Never(5)Missing 9 Interval
Variable – shopping list
6. Do you actively seek new products when you go out for shopping?
7. Does the way products are arranged or displayed attract you?
□
Always(1)□
I do not follow any pattern. I just walk randomly and pick up products(3)□
I seek the help of salesperson to navigate in the store(4)□
Others (Please specify) __________________________________________(5) Missing -9Nominal
Variable – enter to store
Others description (string, 0=not applicable)
9. Generally I follow the signage board and layout to find a product.
□
Strongly Agree(1)10. While shopping, how do you come to know about the offers for the day in the store?
(Tick only one option which is most relevant)
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I do not pay attention to offers(1)□
Sales People(2)□
Shelves and sign boards/banners(3)□
Pamphlets(4)11. Which of these is most relevant with regard to your shopping?
□
I bought what I came to buy. Nothing More.□
I bought a little more than what I came for.□
I bought lot more than what I came for.□
I bought everything that attracted me.□
I did not find what I needed. So I did not buy anything.Missing 9 Nominal
Variable – shopping relevancy
12. If you have bought some products other than what you came to buy, which of the following factors made you buy more? (Tick as many as applies)
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Good Product (good.prod) (0=No,1=Yes,9=Missing)□
Good Discount Offer (good.offer)(0=No,1=Yes,9=Missing)□
Attractive display of the product (attr.disp)(0=No,1=Yes,9=Missing)□
Information provided by salesperson (info.sp)(0=No,1=Yes,9=Missing)□
Others (Please Specify) __________________________________________(others.extr) (string)(0=No,1=Yes,9=Missing)
□
No specific reason, I just bought because I liked the Product (no.reason)(0=No,1=Yes,9=Missing)□
I did not buy anything out of list (no.extra)(0=No,1=Yes,9=Missing) Nominal13. Can you recall one product which was prominently promoted in the store, Please specify _________________________________________
(0=No,1=Yes,9=Missing) Product recall
String
Personal Information:
ADIEU TO THE AISLES
Chewing the cud!
It was a tremendous experience, one akin to learning to walk all over again. Be it waging the scorching sun to fill out questionnaires or sleepless nights or drafting and report making, I thoroughly enjoyed the MR bug that had gotten into my system. Amidst the “Foray between the aisles” what caught me off guard is the role of social media in this study.
The two expert interviews included in this study owe fully to the social networking site, Orkut. I am amazed at how
communities of interest can aid in researches like this. In addition to this some Visual merchandisers on Orkut took active interest and shared works done on this field with us in the form of power point slides and PDFS. It made me look at social media with a renewed interest and respect.
~Anitha Kaveri
Experience survey gave excellent insights of what each store actually follows with regard to VM and how and when they implement it. Analysis of the data was the foundation of our conclusions and the amount of learning received from that was immense. After all it’s the customers who are the base of the study conducted because every VM is based on what appeals to them.
Observation study proved to be very effective as it helped to personally get a feel of what each of the hypothesis was and what could be the expected conclusion.
~ Pooja Nair
I was fascinated by the study, especially the findings that evolved out of the study. The ideas that issued out of the expert interview with Mr.
Anupam Goyal really amazed me. Being the owner of a retail textile store, I found some of his insights were very relevant to make shopping a wonderful experience to customers by implementing visual merchandising at my store. With the insights they gave I could understand the frequency at which they
try to influence their customers. This invoked the creativity in me and one such was come home and recheck bills and the items. I always found that I have bought much more than I actually need. This happened every
time I visited a store with my mother. I always used to exclaim to my mother, why we always end up in buying a lot more than we need. She also couldn’t figure out. This may also be because I was working at that time and never cared how much I spent. However in my engineering days even if I go to any kind of store, I always bought what I just need. Nothing more, nothing less. Doing this project helped me in a way to find the culprit, Visual Merchandising!! Now after going back I will explain this concept to my mother
~Sankar Rajan
Modern organised retail stores were one my favourite places to hang out. A little different from others, I enjoy looking for products in retail stores. Given an off day, the first place I would hit will be any organised retail store and do window shopping. This project was of my area of interest and also nevertheless a great learning experience. During the course of the project, I got an opportunity to meet Ms.Sujatha, Visual Merchandising
Manager. One of the interestin g and surprising facts from her was that any big bazaar throughout the country is designed in such a way that the store always looks packed even if it has 5 customers. That was the control established by a well planned layout and floor plan.
Many other insights received from experts through direct meeting as well as telephonic but they will also give me a good foundation for my summer internship in Marketing at LG, as it deals with promotion. I am an avid shopper, and always come out of the store with empty wallets. Now I know why it
happened to me all the time. I am planning to venture into retail business sometime soon, now I understand what I should watch out for. Visual merchandising is really an interesting and important area for retails to concentrate.
~ Surendran
It was a nice learning experience. It gave me the opportunity to talk to a lot of people, conduct interviews and surveys. I learnt the importance of visual merchandising from Big Bazaar, Coimbatore and also realised the importance of logical flow in the arrangement of things. The best of my learning comes from the observation at
Reliance Fresh and More outlets of Coimbatore. It helped me understand how important the attitude towards customers and product assortment were when it comes to retail outlets.
~Suman Ghosh