RETAIL PATRONAGE

ASSIGNMENT OF
RESEARCH METHODOLOGY
CURRICULLUM
Of
MASTER OF BUSINESS ADMINISTRATION
(Sem-I)

SUBMITTED BY

Division
A
Under the Guidance of
Dr. MANISHA PANWALA

Department of Business & Industrial

Management
VEER NARMAD SOUTH GUJARAT UNIVERSITY,
SURAT

RETAIL PATRONAGE
Retail
Retail

is the sale of goods and services from individuals or businesses to the

end-user
Patronage
The

trade given to a commercial establishment by its customers

Retail Patronage
The

retail patronage is the continuous trade given by the customers to any

commercial establishment.

RESEARCH METHODOLOGY

Research questions:

Whether the distance is the importance in purchase frequency?

What are the stores attribute that are important predictor of

purchase frequency?

Which store attribute is most important predictor of purchase

frequency?

What are the various features looked for in a good shopping mall by
people visiting it?

What are the features that are lacking in the retail stores according
to the people visiting it?

Primary objectives:
1)

To study the determinant of retail patronage and test it as alternative predictor of

purchase frequency.
2)

To find out the ways to make the retail stores the most preferred destination and a one
stop shop.
Secondary objectives:
To know

the dimension of retail patronage.

To know

the purchase frequency by importance of distance.

To know

the importance of store attribute with respect to purchase frequency.

To measure

the overall qualitative evaluation of the store.

To know

the most important store attribute predictor in purchase frequency.

To know

the various features looked for in a good shopping mall by people visiting it.

To

it.

know the features that are lacking in the retail stores according to the people visiting

RESEARCH DESIGN
DESCRIPTIVE

RESEARCH DESIGN

the Target population

-Element: Potential Customer

-Sampling Unit: visitors and customer retail stores

-Extent: Surat city.

Select sampling techniques:

Non-probability,
Determine

Snowball Sampling.

sample size:

150 customers.

Execution of sampling process:

Data

have been collected from 6 various retail stores

Analysis

Purchase habit

Satisfaction level

Quality level

Price charge

SERVICE PROVIDED

Store assortment

RELATIONSHIPS ESTABLISHED
WITH PURCHASE FREQUENCY

Age and purchase frequency

Monthly income and purchase frequency

Gender and purchase frequency

Occupation and purchase frequency

Distance of the retail store and purchase frequency

RELATIONSHIPS ESTABLISHED
SHIFTING OF THE RETAIL STORE
Age

VS Shift to other retail

store
Gender VS Shift to other retail
store
Occupation VS Shift to other
retail store

Findings

The purchase habit of people is influenced by their visit to the retail store they
visit and also if its their first choice to buy the goods they intend to buy as
maximum of the respondents strongly agree that if they consider a store as their first
choice their purchase habit changes.

Most of the respondents are satisfied with the retail store they visit and they agree to
the fact that their satisfaction level is based on the fulfilment of the expectations they
keep with the retail store and the ability to avoid disappointment. The respondents
agree that their prefer store is an ideal store but do not strongly agree as 27
respondents strongly agree and 61 agree out of 150 respondents.

Most of the respondents agree to the good quality level where the quality level is
dependent on their expectations of quality and they also agree to the availability of
the hygienic products in the retail store they prefer, but do not strongly agree as 34
respondents strongly agree regarding the good quality rest maximum of them agree.

Maximum of the respondents agree that the price charged by the retail store
they visit is high. They agree to the statement that the average price in the store is
expensive as 62 respondents agree. They do not strongly agree to this as only 13
perceives as really expensive rest maximum i.e. 62 agrees.

Maximum of the respondents are satisfied by the services provided by the

employees working in the retail store and the cashiers who issue a bill to them
more than 50 respondents agrees that the staff of the retail store they visit are
helpful and friendly.

Maximum respondents agrees that the retail store they visit offers them wide
range of products as 65 out of 150 agrees to this and also they find that the store
sells new products and hence they have some new alternatives with them to
compare with where 59 respondents agree to this.

There is no association between the age and the purchase frequency but out of
113 respondents between the age of 20-30 years visit their preferred store
maximum i.e. 34 respondents visit the store for one time in a month followed by
two times in a month and once in a week and maximum of the respondents of age
group 30-40 and above 40 years also visit their preferred retail store once in a
month.

There is association between the monthly income and the purchase frequency.
Among the dependent occupation class maximum i.e. 19 out of 63 visit the
preferred retail store for 2 times in a month whereas people earning <15000 a
month ranges from once in a week to once in month as the 8 respondents out of
29 concluded. Similarly maximum of the people with 15001-25000 and > 25000
income level prefers to visit once in a month.

There is association between the gender and the purchase frequency. Females
prefer going to the retail store more no of times compared to the males as 21
females out of 77 visit the retail store once in a week whereas only 10 males out
of 73 visit the store once in a week.

There is association between occupation and the purchase frequency.

Maximum of businessman/woman visits preferred retail store 2 times in a
month i.e. 6 out of 16 respondents, among salaried class people maximum visits
once in a month i.e. 10 out of 32 respondents, among students maximum visits
for 2 times in a month i.e. 20 out of 68 respondents and among housewives
maximum visit once in a month i.e. 13 out of 34 respondents.

There is association between distance to the store and the purchase frequency.
The people who reside within 1 km range opt to visit the store for at least once
in a week. The people residing within two km range also opt to visit once in
week but people who reside in 3 above km prefer once or twice in a month.

There is association between age and shifting the store. The respondents
between the ages 20-30 are ready to shift their retail store if the store is not able
to fulfil their requirements but the respondents above 40 years of age are rarely
ready to shift.

 There

is association between gender and shifting

the store. Maximum no of males are ready to shift
the retail store due to non-fulfilment of the
requirements but less no of females are ready to do
the same.

There

is association between occupation and

shifting the store. Businessman/woman are eagerly
ready to shift the retail stores but the salaried
people are not too much eager to shift the retail
store.

CONCLUSION

On the basis of the findings we come to a conclusion that making

a customer patron of the store requires too much effort
and hard work. The retail store has to prove itself to be
unique in terms of molding purchase habits, creating a perfect
decorum, hiring and training the employees to be generous, cool
and friendly. We also come to know that the quality available,
new product availability do makes a significant difference
but the patronage of the retail store is also majorly
influenced as a result of the age, gender, distance to be
travelled and occupation of the buyers. Thus concluding the retail
patronage we would say that the retail store has to consider the
demographic factors to make more patrons of their retail store.