16 Chapter 7

CHAPTER
7
Analysis
of Survey
70
7.1 Introduction
7.2 Analysis of Data
7.3 Reliability Analysis
7.4 Factor Analysis
7.5 Testing of Hypothesis
7.6 Descriptive Statistical Analysis
71
7.1 INTRODUCTION
The present research work is study on the A Conceptual Study on Prospects of
Retail Marketing. The collected data has been tabulated in both the forms like Simple
Tabulation with one variable and Cross Tabulation having two variables. The tabulated
data has been analysed by using SPSS 17.0 consisting of the following statistical
techniques.
Univariate Analysis: It has involved only one variable for analysis and the methods
related to this analysis include Simple Percentage method & Chi-Square Test.
Bivariate Analysis: It has involved only two variables and the methods related to
this analysis include Pearson Correlation and Chi-Square Test of two variables.
Multivariate Analysis: It has involved more than two variable at a time. It has
explained the associations among more than two variables simultaneously. The
methods include Factor Analysis.
Hypothetical Analysis: The hypothesis which is formulated has been tested by

using Chi-Square Test & Kolmogorov Smirnov Test.
7.2 ANALYSIS OF DATA

Facts, information, systematically collected and formally presented for the purpose
of drawing inferences. Statistical information collected Compiled and presented for the
purpose of establishing appropriate relationships between variables. Both the primary and
secondary data has been used for the purpose of analysis.
72
The following table is presented to understand the distribution of the respondents according
to their level of education.
Education
Frequency
Percentage (%)
PG
253
25.3
GRADUATE
487
48.7
H.S.C.
148
14.8
S.S.C.
112
11.2
Total
1000
100.0
Table 7.1: Education Level of Consumers

(Source: Compiled from the questionnaire)
Graph 7.1: Education Level of Consumers
Inference : Table 7.1 and Graph 7.1 shows that, out of 1000 consumers, 25.3% of
consumers are having their level of education as Post Graduate. 48.7% of consumers
having Graduate Level education, 14.8% of consumers are educated upto H.S.C. and
11.2% of consumer having S.S.C. level education. It is clear that Graduate and Post
Graduate is the level of education for most of the consumers.
73
The following table is presented to understand the distribution of the consumers according
to their age.
Age
Frequency
Percentage (%)
16-26
188
18.8
27-37
383
38.3
38-48
251
25.1
49 & above
178
17.8
Total
1000
100.0
Table 7.2: Age Category of Consumers

Graph 7.2: Age Category of Consumers
Inference : Table 7.2 and Graph 7.2 shows that, out of 1000 consumers surveyed, 38.3% of
consumers are in the age group 27-37, 25.1% of the consumers are in the age group 27-48,
18.8% of the consumers are 16-26 and 17.8% of consumers are in 49 & above. It is
apparent that majority of the consumers belong to the age group 27-37 and 38-48.
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to their income category.
Income
Frequency
Percentage (%)
High
228
22.8
Medium
604
60.4
Low
168
16.8
Total
1000
100.0
Table 7.3: Income Category of Consumers

Graph 7.3: Income Category of Consumers
consumers are having medium income, 16.8% of the consumers are having low income and
22.8% of the consumers are having high income, it shows that most of the consumers are
belonging to the middle class and it can be a measure for determining their socio-economic
status.
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to their buying preferences.
Preferences
Frequency
Percentage (%)
Orgnised
497
49.7
Unogranised
255
25.5
Both
248
24.8
Total
1000
100.0
Table 7.4: Buying Preferences Category of Consumers

Graph 7.4: Buying Preferences Category of Consumers
Inference : Table 7.4 and Graph 7.4 shows that, out of 1000 consumers revealed that,
49.7% of consumers are having buying preferences towards Organised Retail Formats,
25.5% of the consumers are preferences to Unorganised Retail Format and 24.8% of the
consumers are having both the side in buying situation.
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to their Total buying experiences.
Experiences
Frequency
Percentage (%)
Below 5 Years
247
24.7
5 15 Years
469
46.9
Above 15 Years
284
28.4
Total
1000
100.0
Table 7.5: Buying Experiences of Consumers

Graph 7.5: Buying Experiences of Consumers
Inference : Table 7.5 and Graph 7.5 shows that, out of 1000 consumers revealed that,
46.9% of consumers are having 5 to 15 years experiences of buying, 28.4% of the
consumers are having above 15 years experiences and 24.7% of the consumers are having
below 5 years experiences in buying situation.
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to their attitude.
Attitude
Frequency
Percentage (%)
Highly Favorable
241
24.1
Favorable
488
48.8
Neutral
165
16.5
Unfavorable
71
7.1
Highly Unfavorable
35
3.5
1000
100.0
Total
Table 7.6: Attitude of Consumers Towards Organised Formats

78
Graph 7.6: Attitude of Consumers Towards Organised Formats
Inference : Table 7.6 and Graph 7.6 shows that, out of 1000 consumers surveyed, 488
consumers are having highly favorable attitude towards Organised Retail Formats, 241
consumers favorable, 165 Neutral, 71 are unfavorable and 35 are Highly Unfavorable. The
study reflects the positive attitude of the consumers towards organised retail formats.
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The following table is presented to understand the level of awareness of the consumers
towards Modern Retail Formats.
Attitude
Frequency
Percentage (%)
Very Low
42
4.2
Low
102
10.2
Neutral
171
17.1
High
451
45.1
Very High
234
23.4
Total
1000
100.0
Table 7.7: Awareness Level of Consumers towards

Modern Retail Formats
80
Graph 7.7: Awareness Level of Consumers towards

Modern Retail Formats
consumers are having high awareness level towards Modern Retail Formats, 23.4% of
consumers are having very high awareness level, 17.1% of consumers are Neutral, 10.2%
of consumers are having low awareness level and 4.2% of consumers are very low
awareness level. The study clearly indicates that consumers are having high awareness
level towards Modern Retail Formats.
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The following table is presented to understand the distribution of the respondents on the
opinion about organised retailers healthy atmosphere permit you in buying situation.
Experiences
Frequency
Percentage (%)
Yes
748
74.8
No
252
25.2
Total
1000
100.0
Table 7.8: Opinion about Organised Retailers Healthy atmosphere

Graph 7.8: Opinion about Organised Retailers Healthy atmosphere
consumers are considering healthy atmosphere of Organised Retailers and 25.2% of the
consumers are not considering healthy atmosphere of Organised Retailers. It is clearly
indicates that there is healthy atmosphere of organised retailers which permit them in
buying through organised retailers.
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to their agreement about satisfy with service quality offered by organised retailers.
Level of Agreement
Frequency
Percentage (%)
Strongly Disagree
12
1.2
Disagree
30
3.0
Undecided
86
8.6
Agree
725
72.5
Strongly Agree
147
14.7
Total
1000
100.0
Table 7.9: Opinion of Consumers towards satisfy with

service quality offered by organised retailers
83
Graph 7.9: Opinion of Consumers towards satisfy with

service quality offered by organised retailers
consumers are strongly agree that service quality offered by organised retailers. 72.5% of
consumers agree, 8.6% of consumer neither agree nor disagree, 3% of consumers disagree
and 1.2% of consumers strongly disagree. It is clear from the study that the majority of the
consumers agree that good service quality offered by organised retailers and they are
satisfied with that.
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to their agreement about price and presentation influences for buying in organised formats.
Extent to Influences
Frequency
Percentage (%)
Very Large Extent
156
15.6
Large Extent
484
48.4
Medium Extent
186
18.6
Some Extent
92
9.2
Not at All
82
8.2
1000
100.0
Total
Table 7.10: Opinion of Consumers towards price and

presentation influences for buying in organised formats
85
Graph 7.10: Opinion of Consumers towards price and

presentation influences for buying in organised formats
Inference : Table 7.10 and Graph 7.10 reveals that, out of 1000 consumers surveyed,
15.6% of consumers the opinion that price and presentation influences for buying in
organised formats to a very large extent while 48.4% of consumes opinioned that it
influences to a large extent. 18.6% of the consumers felt that price and presentation
influences to a medium extent. 9.2% of consumers are said that some extent and 8.2% of
consumers are opinioned that it does not influence at all in the buying situation. The study
shows that price and presentation influences to a large extent towards the organised retail
formats.
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opinion about price offered by organised retailers is affordable.
Opinion
Frequency
Percentage (%)
Yes
689
68.9
No
311
31.1
Total
1000
100.0
Table 7.11: Opinion about Price offered by affordable organised retailers

Graph 7.11: Opinion about Price offered by affordable organised retailers
Inference : Table 7.11 and Graph 7.11 shows that, out of 1000 consumers surveyed, 68.9%
of consumers are agree that price offered by organised retailers is affordable and 31.1% of
the consumers are not agree about affordable price offered by organised retailers. It is
clearly indicates that there is affordable prices offered by organised retailers in the benefit
of the consumer and society.
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to their opinion towards productive benefits of Organised Retail Format than Unorganised
Retail Format.
Productive
Frequency
Percentage (%)
Highly Productive
236
23.6
Productive
412
41.2
Difficult to say
154
15.4
Unproductive
102
10.2
Highly Unproductive
96
9.6
1000
100.0
Total
Table 7.12: Opinion of Consumers towards productive benefits of

Organised Retail Format than Unorganised Retail Format
88
Graph 7.12: Opinion of Consumers towards productive benefits of

Organised Retail Format than Unorganised Retail Format
of consumers the opinion that organised retail format is productive while 23.6% of
consumes opinioned that it is high productive. 15.4% of the consumers are undecided,
10.2% of the consumers termed as unproductive. 9.6% of consumers termed as highly
unproductive. The study clearly indicates that the most of the consumers are considering
that productive benefit of organised retail format than unorganised format.
89
to their satisfaction level regarding the performance and services of the Organised Retail
Format.
Satisfaction Level
Frequency
Percentage (%)
Very Poor
46
4.6
Poor
101
10.1
Difficult to say
144
14.4
Good
544
54.4
Excellent
165
16.5
Total
1000
100.0
Table 7.13: Satisfaction level consumers regarding the

performance and services of the Organised Retail Format
90
Graph 7.13: Satisfaction level consumers regarding the

performance and services of the Organised Retail Format
54.4% of consumers the opinion that satisfaction level of regarding performance and
services of organised retail format is Good while 16.5% of consumes opinioned as
Excellent. 14.4% of the consumers are undecided, 10.1% of the consumers termed as poor.
4.6% of consumers termed as Very poor. Majority of consumers are of the opinion that
they are satisfied with the existing level of performance and services of organised retail
format.
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opinion about inviting foreign retailers in the market.
Opinion
Frequency
Percentage (%)
Yes
711
71.1
No
289
28.9
Total
1000
100.0
Table 7.14: Opinion about inviting foreign retailers in the market

Graph 7.14: Opinion about inviting foreign retailers in the market
of consumers are agree for inviting foreign retailers in the market and 28.9% of the
consumers are not agree for inviting foreign retailers in the market. It is clearly indicates
that inviting foreign retailers in the market are in the benefit of consumer and society.
92
The following table is presented to understand the distribution of the respondents regarding
factors that important to Retail Marketing
Important Factors
Frequency
Rank
Requirement of new retail formats in rural areas
422
Quality of goods sold through organised format
450
II
Conveyance in organised Retail Format
485
Allow customer to ask their requirements
359
VII
Quality Services offered by organised retailers
419
VI
Affordable prices in Organised Formats
435
III
Can used for Employment generation
430
IV
Table 7.15: Factors that important to Retail Marketing

Note: Total is more than sample size due to multiple choices
93
Graph 7.15: Factors that important to Retail Marketing
Inference : Table 7.15 and Graph 7.15 reveals that Conveyance in organised Retail
Format, Quality of goods sold through organised format and Affordable prices in
Organised Formats have been emerged first three important factors that are necessary
required to development of Retail Marketing. Consumers also responded positive towards
it can used for Employment generation, Requirement of new retail formats in rural areas
and Quality Services offered by organised retailers. The study reflects the positive attitude
of the consumers towards development of Retail Marketing.
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to their agreement for Conveyance in Organised Retail Format.
Conveyance
Frequency
Percentage (%)
Irritatingly bad
52
5.2
Not Satisfactory
111
11.1
Neutral
134
13.4
Fairly good
587
58.7
Very good
116
11.6
Total
1000
100.0
Table 7.16: Opinion of Consumers towards Conveyance

feels in Organised Retail Format
95
Graph 7.16: Opinion of Consumers towards Conveyance

feels in Organised Retail Format
11.6% of consumers feels Very Good conveyance at Organised Retail Formats while
58.7% of consumes opinioned as Fairly good. 13.4% of the consumers are Neutral at their
opinion, 11.1% of the consumers termed as not satisfactory. 5.2% of consumers termed as
Irritatingly Bad conveyance at organised retail format. It is clear from the study that
majority of consumers are of the opinion that they feel fairly good and very good
conveyance at organised retail formats.
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to their factor affecting them.
Factor Affecting
Frequency
Percentage (%)
Personal Factor
325
32.5
Social Factor
241
24.1
Psychological Factor
176
17.6
Cultural Factor
226
22.6
Undecided
32
3.2
1000
100.0
Total
Table 7.17: Opinion of Consumers towards factors affecting

97
Graph 7.17: Opinion of Consumers towards factors affecting
32.5% of consumers affected by Personal factor while 24.1% of consumes affected by
Social Factor. 22.6% of the consumers are feels that they affected by Cultural Factor,
17.6% of the consumers think that Psychological Factor. 3.2% of consumers still undecided
the factor affecting them towards retail Marketing. It is clear from the study that majority
of consumers are of the opinion that they feel Personal and Social Factor.
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The following table is presented to understand the distribution of the respondents regarding
Problems of Retail Marketing.
Problems of Retail Marketing
Frequency
Rank
The Kiranas Continue
452
IV
Unrecognized as an Industry
401
High Cost of Real Estate
505
High Stamp Duties
222
VII
Lack of Adequate Infrastructure
389
VI
Multiple and Complex Taxation System
485
II
Price war between different retailers
477
III
Table 7.18: Problems of Retail Marketing

Note: Total is more than sample size due to multiple choices
99
Graph 7.18: Problems of Retail Marketing
Inference : Table 7.18 and Graph 7.18 shows that, out of 1000 consumers surveyed,
reveals that High Cost of Real Estate, Multiple and Complex Taxation System and Price
war between different retailers have been emerged first three important problems that are
spaced by Retail Marketing. Consumers also responded towards Lack of Adequate
Infrastructure, Unrecognized as an Industry and The Kiranas Continue. The study clearly
indicates that the problems of retail marketing and consumers are ready to take overcome
from these problems.
100
7.3 RELIABILITY ANALYSIS

Before conducting Factor analysis, the scale of reliability is used to find out the
internal consistency of the variables to be used in Factor Analysis. Reliability is
synonymous with repeatability. It is a measurement that yields consistent results over time
is said to be reliable. When a measurement is prone to random error, it lacks reliability. The
reliability of an instrument places an upper limit on its validity. A measurement that lacks
reliability will also lack validity. If the scale of reliability is close to 1, then it can be
concluded that variables are suitable for conducting factor analysis. Reliability analysis is a
popular and frequently used SPSS methods of measuring the internal consistency of the
variables.
Cronbach Alpha() is designed as a measure of internal consistency. Alpha is

measured on the same scale as a Pearson correlation coefficient which varies between 0
and 1. The closer the alpha to 1, the greater the internal consistency of items in the
instrument being assessed.
Cronbachs Alpha
N of Items
0.601
Table 7.19: Reliability Analysis

Inference : Table 7.19 revealed that, the value of alpha is 0.601. It can conclude that the
variables are having high internal consistency and hence these variables are considered to
be suitable for conducting factor analysis.
101
7.4 FACTOR ANALYSIS

For the purpose of Factor Analysis, Hypothesis has to tested using Barletts test of
sphericity, from which the internal consistency and reliability among the variables can be
determine.
The following hypothesis is tested by using Barletts test of sphericity to determine the
internal consistency and reliability among the variables in the study.
Hypothesis 1
H0: There is no internal consistency and reliability among the variables selected in the
study for conducting factor analysis.
H1: There is an internal consistency and reliability among the variables selected in the
study for conducting factor analysis.
Kaiser-Meyer-Olkin Measure of Sampling Adequacy
0.510
Bartletts Test of
Approx.Chi.Square
16.051
Sphercity
Degree of freedom
Significance Level
.001
Table 7.20: KMO and Bartletts Test of Hypothesis

Inference : It can be seen from the Table 7.20 that, the significance level 0.001 is less than
the assumed value 0.05. So we reject H0. This means that factor analysis is valid. The
value of KMO coefficient should be always more than 0.05. The table value shows that it is
0.510. So this implies that factor analysis for data reduction is very effective.
102
7.5 TESTING OF HYPOTHESIS

The specific relationship between variables, which is skeptically formulated, should
be empirically demonstrated by the hypothesis are tested. This is necessitates a systematic
research and empirical investigation, which result in proving the hypothesis and facilitate
theorizing of the observation.
The following hypothesis is tested to know the strong association among the various
demographic factors like Age, Education and Income.
Hypothesis 2
H0: There is no strong association among various demographic factors like Age, Education
and Income with the Awareness Level of the consumers towards Retail Marketing.
H1: There is a strong association among various demographic factors like Age, Education
and Income with the Awareness Level of the consumers towards Retail Marketing.
The above hypothesis consists of three variables Age, Education and Income. These
variables are tested individually and they are formulated as hypothesis 2a, hypothesis 2b
and hypothesis 2c as follows.
Hypothesis 2a
H0: There is no significant association between Age and the Awareness Level of the
consumers towards Retail Marketing.
H1: There is a strong association between Age and the Awareness Level of the consumers
towards Retail Marketing.
103
The following table 7.21 consists of the cross tabulated values between the Age of the
consumers and their Awareness Level.
Awareness Level
Age
Very
Low
Neutral
High
Low
Total
Very
High
16-26
10
22
62
87
188
27-37
12
55
57
188
71
383
38-48
11
35
56
107
42
251
49 & above
12
36
94
34
178
Total
42
102
171
451
234
1000
Table 7.21: Age * Awareness Level (Cross Table)

The following table 7.22 consists of the Chi-Square Test for the Age of the consumers and
their Awareness Level values.
Description
Value
df
Asymp.Sig.
Person Chi-Square
104.168
12
.000
Likelihood Ratio
104.840
12
.000
Linear by Linear Association
11.706
.001
Number of Valid Cases
1000
Table 7.22: Chi-Square Analysis for Age * Awareness Level

the assumed value 0.05. So we reject H0. This means that Age influences the awareness
level of the consumers towards Retail Marketing. Hence it is confirm that, Age can become
a significant demographic factor in influencing the awareness level of the consumers
towards the Retail Marketing.
104
The following graph 7.19 consists of the cross tabulated values between the Age of the
Graph 7.19: Age * Awareness Level (Cross Tabulation)
105
Hypothesis 2b
H0: There is no significant association between Education and the Awareness Level of the
H1: There is a strong association between Education and the Awareness Level of the
The following table 7.23 consists of the cross tabulated values between the Education of
the consumers and their Awareness Level.
Awareness Level
Education
Very
Low
Neutral
High
Low
Very
Total
High
PG
12
37
110
92
253
GRADUATE
27
48
285
121
487
H.S.C.
12
31
42
48
15
148
S.S.C.
22
32
44
112
Total
42
102
171
451
234
1000
Table 7.23: Education * Awareness Level (Cross Table)

The following table 7.24 consists of the Chi-Square Test for the Education of the
consumers and their Awareness Level values.
Description
Value
df
Asymp.Sig.
Person Chi-Square
322.802
12
.000
Likelihood Ratio
304.911
12
.000
220.497
.000
1000
Table 7.24: Chi-Square Analysis for Education * Awareness Level

106
the assumed value 0.05. So we reject H0. This means that Education influences the
awareness level of the consumers towards Retail Marketing. Hence it is confirm that,
Education can become a significant demographic factor in influencing the awareness level
of the consumers towards the Retail Marketing.
The following graph 7.20 consists of the cross tabulated values between the Education of
the consumers and their Awareness Level.
Graph 7.20: Education * Awareness Level (Cross Tabulation)
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Hypothesis 2c
H0: There is no significant association between Income and the Awareness Level of the
H1: There is a strong association between Income and the Awareness Level of the
The following table 7.25 consists of the cross tabulated values between the Income of the
Awareness Level
Income
Very
Low
Neutral
High
Low
Very
Total
High
HIGH
30
55
87
51
228
MEDIUM
15
40
74
327
148
604
LOW
22
32
42
37
35
168
Total
42
102
171
451
234
1000
Table 7.25: Income * Awareness Level (Cross Table)

The following table 7.26 consists of the Chi-Square Test for the Income of the consumers
and their Awareness Level values.
Description
Value
df
Asymp.Sig.
Person Chi-Square
115.618
.000
Likelihood Ratio
107.127
.000
12.457
.000
1000
Table 7.26: Chi-Square Analysis for Income * Awareness Level

108
the assumed value 0.05. So we reject H0. This means that Income influences the awareness
level of the consumers towards Retail Marketing. Hence it is confirm that, Income can
become a significant demographic factor in influencing the awareness level of the
consumers towards the Retail Marketing.
The following graph 7.21 consists of the cross tabulated values between the Income values
of the consumers and their Awareness Level.
Graph 7.21: Income * Awareness Level (Cross Tabulation)
The following hypothesis is tested to know how Price and Presentation effects the buying
at Organised Retail Formats. The hypothesis is tested by using Chi-Square test (nonparametric)
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Hypothesis 3
H0: Price and Presentation doesnt effects the buying at Organised Retail Formats and do
not motivate Retail Marketing.
H1: Price and Presentation does effects the buying at Organised Retail Formats and
motivate Retail Marketing.
Dimension
Observed
Expected
Residual
Very Large Extent
156
200
-44.0
Large Extent
484
200
284.0
Medium Extent
186
200
-14.0
Some Extent
92
200
-108.0
Not at All
82
200
-118.0
Total
1000
Table 7.27: Observed and Expected values about Price & Presentation
The following graph 7.22 consists of the values of agreement towards Price and
Presentation which can surely effects the buying at Organised Retail Formats and do
motivate the consumers for Retail Marketing.
110
Graph 7.22: Price and Presentation effects buying at Organised Retail Formats
Description
Values
Chi-Square
541.880
Df
Asymp.Sig.
4
.000
Table 7.28: Chi-Square Test for Agreement about Price & Presentation
the assumed value 0.05. So we reject H0. This means that Price and Presentation does
effects the buying at Organised Retail Formats and do motivate in Retail Marketing.
111
The following hypothesis is tested to know how Price and Presentation is significant in the
development of Modern Retail Formats. The hypothesis is tested by using Kolmogorov
Smirnov test which is non-parametric.
Hypothesis 3
H0: Price and Presentation is not significant in the development of Modern Retail Formats.
H1: Price and Presentation is highly significant in the development of Modern Retail
Formats.
Dimension
O.V.
O.P.
O.C.P.
N.P.
N.C.P.
A.D.
(1)
(2)
(3)
(4)
(5)
(6)
(7)
Very Large Extent
156
0.156
0.156
0.2
0.2
-0.044
Large Extent
484
0.484
0.64
0.2
0.4
0.24
Medium Extent
186
0.186
0.826
0.2
0.6
0.226
Some Extent
92
0.092
0.918
0.2
0.8
0.118
Not at All
82
0.082
0.2
Total
1000
Table 7.29: Kolmogorov-Smirnov Test for testing
the importance of Price and Presentation
O.V.
: Observed Value
O.P.
: Observed Proportion
O.C.P. : Observed Cumulative Proportion

N.P.
: Null Proportion
N.C.P. : Null Cumulative Proportion

A.D.
: Absolute Difference
Inference : It can be seen from the Table 7.29 that, the largest absolute difference is 0.24
which is known as the Kolmogorov-Smirnov D value. The Absolute difference value is
exceeds the critical value, therefore the null hypothesis is rejected. It means that Price and
presentation is highly significant in the development of Modern Retail Formats.
112
7.6 DESCRIPTIVE STATISTICAL ANALYSIS
The following table 7.30 represents the descriptive statistics values of the variables V1, V2,
V3, V4, V5, V6, V7, V8, V9, V10 & V11.
Variables
A1
A2
A3
A4
A5
Total
Service Quality (V1)
12
30
86
725
147
1000
Reasonable Price (V2)
22
45
101
688
144
1000
Food Quality (V3)
15
55
788
134
1000
Location (V4)
12
35
87
701
165
1000
Availability (V5)
35
72
55
755
83
1000
Motivation Schemes (V6)
102
148
120
588
42
1000
Environmental Friendly (V7)
22
56
801
112
1000
Employment Generation (V8)
37
79
88
688
108
1000
Growing Market (V9)
48
75
101
644
132
1000
Presentation effects (V10)
98
115
65
602
120
1000
All in One (V11)
84
98
87
652
79
1000
Table 7.30: Descriptive Statistical Values of Variables

A1 : Strongly Disagree
A4 : Agree
A2 : Disagree A3 : Undecided
A5 : Strongly Agree
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The following table 7.31 represents the descriptive statistics analysis of the variables V1,
V2, V3, V4, V5, V6, V7, V8, V9, V10 & V11.
Variables
Mean
Std.
Deviation
Total
Service Quality (V1)
3.965
0.67841
1000
Reasonable Price (V2)
3.887
0.78156
1000
Food Quality (V3)
4.025
0.56630
1000
Location (V4)
3.972
0.70691
1000
Availability (V5)
3.779
0.83238
1000
Motivation Schemes (V6)
3.320
1.10037
1000
Environmental Friendly (V7)
3.985
0.58061
1000
Employment Generation (V8)
3.751
0.88532
1000
Growing Market (V9)
3.737
0.94696
1000
Presentation effects (V10)
3.531
1.14383
1000
All in One (V11)
3.544
1.05222
1000
Table 7.31: Descriptive Statistical Analysis of Variables

Inference : From the table 7.30 &7.31, the variables from V1 to V11 are measured on a
Likert-Rating scale ranging from 1 to 5, with 1 being Strongly Disagree and 5 being
Strongly Agree. The lowest mean being 3.320 and highest mean being 4.025. It shows that
the mean is consistent and it is good measure for analysis and conclusion.
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CHAPTER

Hypothetical Analysis: The hypothesis which is formulated has been tested by

7.2 ANALYSIS OF DATA

Table 7.1: Education Level of Consumers

Graph 7.1: Education Level of Consumers

Table 7.2: Age Category of Consumers

Graph 7.2: Age Category of Consumers

Table 7.3: Income Category of Consumers

Graph 7.3: Income Category of Consumers

Table 7.4: Buying Preferences Category of Consumers

Graph 7.4: Buying Preferences Category of Consumers

Table 7.5: Buying Experiences of Consumers

Graph 7.5: Buying Experiences of Consumers

Table 7.6: Attitude of Consumers Towards Organised Formats

Graph 7.6: Attitude of Consumers Towards Organised Formats

Table 7.7: Awareness Level of Consumers towards

Graph 7.7: Awareness Level of Consumers towards

Table 7.8: Opinion about Organised Retailers Healthy atmosphere

Graph 7.8: Opinion about Organised Retailers Healthy atmosphere

Table 7.9: Opinion of Consumers towards satisfy with

Graph 7.9: Opinion of Consumers towards satisfy with

Very Large Extent

Table 7.10: Opinion of Consumers towards price and

Graph 7.10: Opinion of Consumers towards price and

Table 7.11: Opinion about Price offered by affordable organised retailers

Graph 7.11: Opinion about Price offered by affordable organised retailers

Table 7.12: Opinion of Consumers towards productive benefits of

Graph 7.12: Opinion of Consumers towards productive benefits of

Table 7.13: Satisfaction level consumers regarding the

Graph 7.13: Satisfaction level consumers regarding the

Table 7.14: Opinion about inviting foreign retailers in the market

Graph 7.14: Opinion about inviting foreign retailers in the market

Requirement of new retail formats in rural areas

Quality of goods sold through organised format

Conveyance in organised Retail Format

Allow customer to ask their requirements

Quality Services offered by organised retailers

Affordable prices in Organised Formats

Can used for Employment generation

Table 7.15: Factors that important to Retail Marketing

Graph 7.15: Factors that important to Retail Marketing

Table 7.16: Opinion of Consumers towards Conveyance

Graph 7.16: Opinion of Consumers towards Conveyance

Table 7.17: Opinion of Consumers towards factors affecting

Graph 7.17: Opinion of Consumers towards factors affecting

Problems of Retail Marketing

The Kiranas Continue

High Cost of Real Estate

High Stamp Duties

Lack of Adequate Infrastructure

Multiple and Complex Taxation System

Price war between different retailers

Table 7.18: Problems of Retail Marketing

Graph 7.18: Problems of Retail Marketing

7.3 RELIABILITY ANALYSIS

Cronbach Alpha() is designed as a measure of internal consistency. Alpha is

Table 7.19: Reliability Analysis

7.4 FACTOR ANALYSIS

Kaiser-Meyer-Olkin Measure of Sampling Adequacy

Table 7.20: KMO and Bartletts Test of Hypothesis

7.5 TESTING OF HYPOTHESIS

Table 7.21: Age * Awareness Level (Cross Table)

Linear by Linear Association

Number of Valid Cases