JAIPURIA INSTITUTE OF MANAGEMENT LUCKNOW

Research Methodology

SUBMITTED BY: Shayan Faheem (JIML-10-130) Shivangi (JIML-10-134) Shobhit Agarwal(JIML-10-137) Sukriti Gupta (JIML-10-148) Swati Yadav (JIML-10-157) Tanvir Kaur Bhatia (JIML-10-161)

SUBMITTED TO: Ms Sandhya A S

INTRODUCTION

A department store is a retail establishment which satisfies a wide range of the consumer's personal and residential durable goodsproduct needs; and at the same time offering the consumer a choice of multiple merchandise lines, at variable price points, in all product categories. Department stores usually sell products including apparel, furniture, home appliances, electronics, and additionally select other lines of products such as paint, hardware, toiletries, cosmetics, photographic equipment, jewellery, toys, and sporting goods. Certain department stores are further classified as discount stores. Discount department stores commonly have central customer checkout areas, generally in the front area of the store. India has number of departmental stores. Being the seventh largest country in the world there are lot of companies like Big Bazaar, Shopper's Stop, Pantaloon, Ezone, Reliance Fresh and Dmart entering into retail. Small time department stores or convenience stores as they are better known in most western countries, are also upcoming. Although these stores are much bigger in size than an usual size convenience store in, lets say the US, they are much smaller than a regular sized Department store. Examples include : Sabka Bazaar, Big Apple, Marks and Spencers.

OBJECTIVE OF THE STUDY

1. The major focus is to know the preference of consumers in order to open the departmental store. 2. It will even help to generate information to know the preference of customer. 3. The project will also help in getting the views of customers whether they prefer buying from a retail store or departmental store. 4. To get the views regarding the following factors: Opening of departmental store. Views on local retailers. Brand preference of customers. Types of commodities they like buying. Updates on developments of departmental store.

DECISION REGARDING OPENING A DEPARTMENTAL STORE IN A LOCALITY

1. DEFINING THE PROBLEM:

RESEARCH QUESTIONS Is there a need for opening a departmental store in that locality? Do customers prefer branded products or non branded products? Has the locality developed enough for a departmental store? Which product has the highest demand in the locality? Which brand of a particular product do customers generally prefer? Which income level(Middle, Lower and Upper) people are present in the locality?

BUSINESS QUESTIONS Is there a need for opening a departmental store in that locality? How to attract the customer? Selection of space for departmental store? Funds required for opening general store and the sources?

2. PLANNING A RESEARCH DESIGN: The given situation is a part of an exploratory research. This type of research is used to solved unambiguous problem. In a given situation where we have to decide whether to open departmental store in that locality or not. Here we dont know whether people of that particular locality prefer buying from departmental store or not. Therefore the problem is unambiguous and for such problem exploratory research is used. In order to get the answers of the above mentioned questions pilot study will be used, under which a small survey will be conducted in order to know the taste and preference of the customers in that locality. The survey will consist of a questionnaire in which there will be number of questions which will cover the above mentioned questions.

3. Measurement used: The sampling technique being used is that of non-probability, since the members of the population being chosen is unknown. Departmental store needs to be set up in a particular locality, in order to so a survey need to be conducted on the people to know their preference and expectations. To reach to conclusion person judgment needs to be taken of individuals.

4. Sampling technique:
The sampling technique, which is used in this, is convenient sampling. It refers to sampling by obtaining units or people who are most conveniently available. It is the most convenient and economical way of getting quick result. The cost of survey is also low. Convenient samples are best used for exploratory research. The survey regarding the departmental store needs people who are conveniently available and ready to answer the questionnaire willingly so survey will be conducted on the people who are living in the near by locality to know what exactly they want from the new departmental store.

5. PLANNING A SAMPLE: After the questionnaire will be designed a small population will be selected as a random sample, in order to continue with the research question. The selected people will be given ample amount of time to think over the question and answer sincerely. There will be no biasness in selecting the target sample.

5. GATHERING DATA: Once the research design has been formalized, the process of gathering information from respondents may begin. The respondent may participate by filling a questionnaire or by interacting with the interviewer.

6. PROCESSING AND ANALYZING THE DATA: Once the fieldwork has been completed, the data must be converted into a format that will answer the decision makers questions. It begins with editing and coding with the data. Editing involves checking the data collection forms for omission and inaccuracy. After editing analyzing of data begins. Analysis may involve determining consistent patterns and summarizing the appropriate details revealed in the investigation.

7. DRAWING CONCLUSIONS AND PREPARING A REPORT: The research report should communicate the research findings effectively. A report is a complicated statement of the studys technical aspects and sophisticated research methods.

Questionnaire
This questionnaire is all about knowing the requirement of departmental store in your locality or not. Will you buy the grocery & apparels from this departmental store.

1.

From where do you prefer buying things from? Departmental store General store Kirana store Wholesalers Others, specify

2.

In a typical month, how often do you shop? <1 1-2 3-4 >5

3.

Are you in favor of departmental store in your locality? Yes No

4.

What categories of items would you like to see in the departmental store? Grocery All Kind Specific Apparels All Kinds Specific

5.

Which category of items do you prefer?

All brands all varieties All brands few varieties Few brands all varieties Few brands few varieties

6.

Which one of below does attracts you more? Discounts Combo Offers Gifts coupons

7.

Would you like to receive updates through email/sms? Yes No

8.

Would you like to prefer shopping in such a store? Yes No

9.

How many members are there in your family? 0-2 3-5 >6

10. What is the monthly income of your family? <25000 25000-40000 40000-60000

>60000

MEASUREMENT VARIABLES AND SCALE

QUESTION 1:- This question measures the buying preference of the customer, meaning thereby from which store they like to purchase goods. Ordinal scale is used here, the interviewers will arrange the preference of consumer in a rank, the options which is highly rated will be ranked 1st. QUESTION 2:- This question is measuring the number of visits a customer made in a month to shop for products. Nominal scale will be used as this question is related to counting the number of days a customer shops. QUESTION 3:- This question is asking about the customers perception regarding opening of a departmental store in the locality. Nominal scale will be used, number of customers will be counted who are in favor or not in favor of opening of a departmental store. QUESTION 4:- This question is measuring customers choice of product by asking whether the customer wants all kinds of product or specific types of products. Ordinal scale will be used. QUESTION 5:- This question is again asking the customers choice, whether they want all branded products or few, whether they want less variety or more. Ordinal scale will be used. QUESTION 6:- This question is measuring customers likeness about various promotion schemes. Ordinal scale will be used, the option with the higher rank will be selected. QUESTION 7:- This question is measuring customers attitude towards sms and email, whether customers wants to receive updates through them. Nominal scale will be used, because the question is related to counting whether customer wants to receive updates or not.

QUESTION 8:- This is the main question of the questionnaire, this question decides whether the particular questionnaire will be taken into account or not. Again nominal scale will be used as question is related to counting. QUESTION 9 & 10:- These are personal question, they will decide what type of product should be made available in the departmental store, depending upon the size and the income level of the family. Ordinal scale will be used, customers will be categorized in these options and number 1 ranked will be given more preference.