Retail in India

5.2: Socio-economical and socio-professional background of the Respondents:

5. 2.i: Qualifications of respondents:

The highest number of respondents at the overall level who responded to the questionnaire are postgraduates (50.33%), followed by graduates (nearly 33.67%), HSC (8%), SSC (4.67%) and PhD (3.33%). Majority of salaried respondents are either postgraduate (64%), followed by graduates (32%), HSC (2.67%) and PhD (1.33%). In case of student respondents (70.67%) are postgraduates, followed by graduates (25.33%), HSC (2.67%) and SSC (1.33%). Majority of single respondents are postgraduates (55.23%), followed by graduates (30.23%), HSC (9.30%), SSC (4.07%) and PhD (1.16%). In the income bracket ‘100,001 to 200,000’, postgraduates and graduates make up 75% of respondents. In the income bracket ‘200,001 to 300,000’, postgraduates and graduates make up over 86% of respondents. Over 90% of the respondents having income above 500,000 are either postgraduates or graduates.

Thus, at any level of data analysis, graduates and postgraduates make up the majority by a huge margin in all the four categories of respondents. Hence we can say that there is a relationship between the data collected amongst the four categories of respondents. Consumer buying behaviour changes with the increase in qualifications of the consumers. The demand for quality goods and services increases with the increase in knowledge. The more percentage of graduates and postgraduates amongst the respondents shows that with the increase in qualification level the shopping in malls also increases.

Chart 5.2.i: Graduates & PGs make bulk of respondents in any category

5.3 Factors that attract customers to buy in a retail outlet

In this question there are 18 parameters related to consumer buying behaviour which reveal the degree of attractiveness of a retail outlet. The detailed data analysis of what attract customers to buy in a retail outlet gives an interesting insight to...