Gourmet Retailing

EXECUTIVE SUMMARY

Gourmet retailing is one of the booming sector in India and caters to person who are great connoisseurs of food and persons having great desire to relish delicious products. Target group of this segment is price-insensitive but the only condition is presence of top most quality as well as taste.

This research paper deals with the consumer perception towards gourmet retailing. Study of consumer behavior and attitude is very important for the retailers as well as advertiser and marketer. For success of any retail format the offering of promotion and services should be based on the consumer behavior. Respondents of this survey have sampled by simple random sampling method and data was collected through the e-mail questionnaires.

There are certain parameters which were ranked by the customers and those parameters are Quality, Taste, Hygiene, Price, Variety, Service, Availability, Brand name, Location and Environment. These were ranked after analyzing the data in SPSS and then general ranking were given to all the parameters.

There were some characteristics of a retail store which impacts a customer visiting that store. These characteristics are Taste, Smell, Service, Experience, Design, Theme, Music and Color. Based upon the intensity of impact of these attributes of store, a retailer can change the layout and format of a gourmet retail shop. Analysis done in SPSS helps to generate the most impactful characteristics on the basis of the response of respondents.

Recommendations were also made for the marketers and advertisers as consumer behavior will help them in proper formulation of brand message and then effectively and efficiently communicating the same to the target group.

TABLE OF CONTENTS

1. INTRODUCTION– GOURMET RETAILING……………………………….…. 05

2. PROBLEM STATEMENT …………………………………………………….…. 06

3. RESEARCH OBJECTIVE ……………………………………………………..… 06

4. METHODOLOGY ………………………………………………………………. . 07

4.1 Sampling Design...