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    CB Observational Study 1501005

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    goldust010
    The document summarizes an observational study conducted by Arijeet Majumdar on consumer behavior at a Reliance Supermarket. The study observed consumers across three age groups - elderly, families, and teenagers - in the food-grocery-stationary and electronics segments. Key findings include that elderly consumers came prepared with lists and bought in large quantities, families were influenced by children, and teenagers primarily looked at products like phones. Recommendations include increasing product variety and promotions for food items and improving assistant training in electronics.

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    CB Observational Study 1501005

    Uploaded by

    goldust010
    201 views3 pages
    The document summarizes an observational study conducted by Arijeet Majumdar on consumer behavior at a Reliance Supermarket. The study observed consumers across three age groups - elderly, families, and teenagers - in the food-grocery-stationary and electronics segments. Key findings include that elderly consumers came prepared with lists and bought in large quantities, families were influenced by children, and teenagers primarily looked at products like phones. Recommendations include increasing product variety and promotions for food items and improving assistant training in electronics.

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    Observationa study in consumer behaviour

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    The document summarizes an observational study conducted by Arijeet Majumdar on consumer behavior at a Reliance Supermarket. The study observed consumers across three age groups - elderly, families, and teenagers - in the food-grocery-stationary and electronics segments. Key findings include that elderly consumers came prepared with lists and bought in large quantities, families were influenced by children, and teenagers primarily looked at products like phones. Recommendations include increasing product variety and promotions for food items and improving assistant training in electronics.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    201 views3 pages

    CB Observational Study 1501005

    Uploaded by

    goldust010
    The document summarizes an observational study conducted by Arijeet Majumdar on consumer behavior at a Reliance Supermarket. The study observed consumers across three age groups - elderly, families, and teenagers - in the food-grocery-stationary and electronics segments. Key findings include that elderly consumers came prepared with lists and bought in large quantities, families were influenced by children, and teenagers primarily looked at products like phones. Recommendations include increasing product variety and promotions for food items and improving assistant training in electronics.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    OBSERVATIONAL STUDY

    ARIJEET MAJUMDAR | CONSUMER BEHAVIOUR | 1501005

    Observational study is one of the oldest and direct technique in terms of gauging the actions of the
    consumers and to watch how they respond in different kinds of stimuli. To perform the observational
    study of the consumers, I decided to do it on two different settings and three different consumer groups
    of a particular shop.
    Store: Reliance Super Market, Ariyamangalam, Thanjavur Road, Trichy.

    Environment: Being a supermarket, Reliance supermarket consists a vast range of products


    ranging from perishable food products, groceries, stationary items, apparels to electronics goods. It
    is situated inside a huge premise having a vast floor area with parking spaces and food stalls. I
    reached Reliance Supermarket at about 04:30 pm on a Saturday. I specifically chose the weekend
    in order to observe diverse group of consumers. The store was well stocked with products stocked
    in multi storied racks in all the segments. The store plan was straight grid layout. All the shelves of
    the store were placed along the breadth of the store and all the shelves were parallel to them
    leaving parallel aisles in between. There was wide space between two shelves to move along with
    the trolley. In perishable food items segment, there were fridges to preserve dairy items, soft drinks
    and fruit juices. There were tables which consisted different vegetables. All the items were properly
    labelled. In grocery and stationary items segment all the products were stacked and displayed in a
    multi storied storage racks. A vast number of products were on display. In electronics segment,
    from small electronics goods to home appliances, all the products were properly labelled with all
    the specifications of the products were written on it. Most of the people present in the supermarket
    were probably native of Tamilnadu and some of them are from NIT Trichy. And based on the
    appearances of the people present in the supermarket, there were mixture of lower-middle class,
    middle class and upper middle class people as the buyers.
    The Consumer Groups to be Observed: I decided to observe three different consumer groups.
    The selected consumer groups are: (1) Elderly consumers (55-60 years age group), (2)
    Consumers having family and belongs to the age group 40-45 years, (3) Teenagers or college
    going consumers. The reason behind selecting three different groups was to observe different
    buying patterns of the three different groups as well as the possible drivers which drives them to
    their buying decisions.
    The Segments to be Observed: I decided to observe the buying behaviour and the actions of
    the consumers in two different segments of the store. The two segments are (1) Food-GroceryStationary Segment, (2) Electronics Segment.
    General Observation:
    Food-Grocery-Stationary Segment:
    1. It consisted mostly family and woman buyers and a very few men buyers.
    2. They were wearing traditional clothes mostly.
    3. From their clothes it can possibly be inferred that they belong to the middle and upper-middle class
    consumers.
    4. Not a single customer was asking the store assistant for any help.
    5. Store assistants only duty was to stock the products in their respective shelf .

    Electronics Segment:
    1. It consisted mainly with male and family customers and a very few teenagers or college goers.
    2. The customers on an average were wearing traditional and formal clothes apart from the teenagers
    or college goers who were in casual outfits.
    3. On an average, the average age of the customers was lesser than the customers in the FoodGrocery-Stationary Segment.
    4. There were several assistants in this segment and they were in constant conversation with the
    customers. Also they were showing demo of the products to some customers.

    Consumer Group Wise and Product Segment Wise Specific Observations:


    Specific Consumer Group Wise Observation in Food-Grocery-Stationary Segment:
    Product Segment

    Food-Grocery-Stationary Segment

    Consumer Groups

    Elderly Consumers (Age


    Group: 55-60)

    Consumers Having Family and


    in the age group of 40-45 Years

    Teenagers or College Goers

    1. The customers came with their spouse or family.


    2. They were wearing traditional South Indian clothes.
    3. They came with the buying-lists in their hand. So, they knew
    what they are looking for and was picking them from the shelf.
    4. They bought the vegetables, fruits, dairy food items, packed
    foods items, toiletry goods and other stationary goods in good
    quantities.
    5. They often asked for the assistance of the store assistants
    present in the Food-Grocery-Stationary Segment.
    1. Consumers came to buy keeping certain products in their mind
    from home but bought other products also after discovering them
    in the product shelves.
    2. They stacked almost a months food, grocery, toiletry and other
    stationary goods in large quantities in their trollies.
    3. The choice of the female member got preference for which
    product to pick and buy.
    4. Even the choice of the child/children got preference while buying
    a product. And sometime the family ended up buying additional
    products such as chocolates or some soaps or shampoos due to
    their childs/childrens choice.
    1. These consumers were checking all the items in this segment.
    This signifies they did not come with particular mindset to buy
    particular products.
    2. They mainly bought packed foods, fruits, soft drinks and
    stationary items etc.
    3. They did not buy vegetables and dairy items.
    4. They did not buy products in large quantities.

    Specific Consumer Group Wise Observation in Electronics Segment:

    Product Segment

    Electronics Segment

    Consumer Groups

    1. There were very few number of elderly people present in this


    segment.
    2. They mainly bought small electronics goods such as induction
    Elderly Consumers (Age Group
    cooktop, iron etc.
    55-60 Years)
    3. They knew what they are looking for and they were fixed-minded
    as to which brand to buy and saw all the features of the product
    before making the buying decision.
    1. There were quite a few consumers in this consumer group
    present in this segment.
    2. Some consumers were just checking the features of the
    Consumers Having Family and
    products. Very few were actually buying electronics appliances.
    in the age group of 40-45 Years 3. They were not so brand specific while buying an appliance.
    4. The ones who actually bought appliances positively asked for
    demo before buying it and they were quite quality as well as
    price sensitive.
    1. There were very few customers in this consumer group present
    in this segment.
    2. None of them bought any electronic goods. They all were
    Teenagers or College Goers
    checking the features and look and feel of the products. May be
    they will order their desired products on online e-retailers
    website.
    3. Their main concentration was on mobile phone segment.

    Recommendations for Food-Grocery-Stationary Segment:


    1. They should maintain more variety of goods in food-grocery-stationary segment as people tend to
    buy goods what they see in the shelves of the store.
    2. I felt the dire need to place all the perishable food items such as fruits, vegetables and dairy items to
    be put in a separate air-conditioning environment to maintain and prolong their freshness.
    3. I did not find any promotional activities in this segment which is very surprising. Reliance, as a big
    name in the retail and wholesale business industry should tie up with several known brands to
    promote promotional activities which will eventually increase the overall sales of the supermarket.
    Recommendations for Food-Grocery-Stationary Segment:
    1. They should increase the variety of brands in this segment. Very few brand are present currently.
    2. As most of the people come to see the demo of the products and to experience the look and feel of
    the product, Reliance should tie up with its own Reliance Digital stores or other e-commerce portals
    to rejuvenate this segment.
    3. Reliance should train their assistants in this segment to be fluent in English as I noticed some
    assistant had difficulties while communicating with the customers.
    Different Approach for the Next Time of Observational Study:
    1. I would like to visit the supermarket on weekends at different times and on weekdays in different
    times to see if there are any differences in my observed decisions.
    2. I would also like to do the observational study on more number of consumers groups and more
    number of product segments to follow their buying patterns.

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