Analysis & interpretation

ANALYSIS & INTERPRETATION

To study the buying behaviour and their tendency to visit a

hypermarket of the respondents, 150 customers were interviewed

and administered questionnaires. These customers were the

people who were visiting the Auchan hypermarket and who shopped

/ bought a commodity / consumed a service from the above said

place.

Age:

Age is the major factor which influences the customer to

purchase in a particular place say

hypermarket/supermarket/malls or any other.

Table 4.1

Age No ofrespondents

percentage

under25 72 48%

25 - 35 27 18%35 - 45 15 10%45 &above 36 24%Total 150 100%

1

As depicted in the Table 4.1, maximum percentage, which is 48%

of the respondents fell under 25 years category. Only 10%

shoppers were between 35 – 45 years. Even 25 – 35 years and 45

years & above were moderate shoppers. This table reflects that

the hypermarkets were mostly frequented under 25 years age

group (48%). These young adults are impulsive buyers for whom

shopping from the hypermarkets is more of a status symbol.

CHART 5.1

Chart showing the Age of the respondents

2

under 2548%

25 - 3518%

35 - 4510%

45 & above24%

3

Gender:

In the hypermarket gender distribution of customer plays an

important role in order to reveal needs and preferences of

customers. Gender also shows differences on purchasing patterns.

Ta

ble 4.2

The above Table 4.2 depicts that 44% of male gender and 56% of

the female gender who were interviewed for the purpose of this

study are visiting the Auchan hypermarket. Thus a large number

of respondents visiting the Auchan hypermarket were female

gender.

4

Gender

No ofresponden

ts

Percentage

Male 66 44%Female 84 56%

Total 150 100%

Chart 5.2

Chart showing Gender of the respondents

Male

44%

Femal

e56%

6

Marital Status:

Another factor affecting customer preference and behavior is

marital status. For instance, expense may cause differences on

purchasing behavior depending on marital status.

Table 4.3

Marital

status

No ofResponden

ts

Percentage

Single 69 46%

Married 81 54%

Total 150 100%

Table 4.3 indicates that the 54% respondents visiting

hypermarket are married and the balance 46% were unmarried.

Thus a large number of respondents visiting the Auchan

hypermarket were married categories.

7

Chart showing 5.3

Chart showing marital status of the respondents

Single Married0

10

20

30

40

50

60

70

80

90

46% 54%

8

Educational Qualification:

Customers’ education level enables marketers to prepare marketing

plans and strategies to implement them effectively.

Customers who have differences in terms of education levels will

have different consumption patterns and also the impact and

efficiency of advertisements on these customers will vary.

TABLE 4.4

9

EducationalQualification

No ofRespondents

Percentage

No Schooling 0 0Schooling 27 18%Graduates 78 52%

Professional 45 30%Total 150 100%

Hypermarket was more frequented by the respondents who were

graduates (52%) and (30%) were professional as shown in the

(Table 4.4). A very less percentage was found below the level

of graduates. Thereby it depicts that the level of literacy of

the visitors to the hypermarket are more. As education level

increases, customers make more conscious purchasing decisions

and they search more variety and quality in goods and services.

10

Chart 5.4

Chart showing the Educational Qualification of the respondents

No Schooling Schooling Graduates Professional0

10

20

30

40

50

60

70

80

90

18%

52%

30%

0%

11

Occupation

The types of occupation are also one of the factors that have

effects on customer preference towards

hypermarket.

Table 4.5

Table 4.5 shows that

most of the

respondents who

frequented the

hypermarket were

engaged by students

(48%), followed by public Servant (24%), the private service

(12%) and the housewife (10%). Business (4%) and Retired persons

(2%) were very few percentages visiting the hypermarket.

Therefore it clearly shows that a large number of respondents

visiting the Auchan hypermarket were students.

12

OccupationNo of

Respondents

Percentage

Student 72 48%PublicServant 36 24%

PrivateService 18 12%

OwnBusiness 6 4%

House wife 15 10%Retired 3 2%Total 150 100%

Chart 5.5

Chart showing the occupation of the respondents

Student Public Servant

Private Service

Own Business

House wife

Retired

48%

24%

12%

4%10%

2%

14

Family Size:

The size of the family also plays a vital role in purchasing

decision pattern. Thus it is discussed in the present study.

Table 4.6

It is known from the Table 4.6 that more number of respondents

has moderate family size. 54% of respondents have 3-4 members,

30% of respondents have 5-8 members. The least (12% and 4%)

indicates that the family size of 2 members and above 8 members

respectively are visiting the Auchan hypermarket were very few.

15

Family SizeNo of

Respondents

Percentage

2 members 18 12%3 - 4members 81 54%

5 - 8members 45 30%

Above 8members 6 4%

Total 150 100%

Chart 5.6

Chart showing the family size of the respondents

16

12%

54%

30%

4%

2 members3 - 4 members

17

Income:

The economic background of the respondents is important to know

whether the income of individuals influence their preference

towards hypermarket.

Table 4.7

Income No ofRespondents

percentage

Below10000 42 28%

10001 –20000 42 28%

20001 –40000 48 32%

40000 &above 18 12%

Total 150 100%

It is very clear that Table 4.7 shows that the respondents of

Rs 20001 – 40000 income group are more as it shows 32%. It may

be due to the fact that many of the respondents are working in

IT sector. 28% of the respondents who were visiting the

hypermarket earn an income below Rs 10000 and Rs 10001 – 20000

shows the same percentage. This shows the former may be

18

students and the latter who were working in private service or

doing some other business visit the hypermarket at same

frequency 28%. The higher income groups were very low in

visiting the Auchan hypermarket.

Chart 5.7

19

Chart showing the Income of the respondents

Below 10000

10001 - 20000

20001 - 40000

40000 & above

28% 28%32%

12%

20

Type of family:

Type of family is also one of the factors for customer

preference & attitudes towards hypermarket.

Table 4.8

Type of Family

No ofRespondents Percentage

Jointfamily 51 34%

Nuclearfamily 99 66%

Total 150 100%

Table 4.8 depicts that Nuclear family were high percentage 66%

when compared to joint family 34%. Nowadays, in cities nuclear

family concept were more dominating compare to joint family.

Nowadays nuclear families were running successfully. So the

marketers were mostly targeting towards nuclear family. Thus

the nuclear families have fewer commitments and they can spend

their time in malls/hypermarket.

21

Chart 5.8

Chart showing the type of family of the respondents

34%

66%

Joint family Nuclear family

23

Awareness about auchan hypermarket:

Auchan hypermarket is located inside the shopping mall forum.

The awareness about the Auchan hypermarket is known through the

respondent in many ways. Thus the following table explains the

awareness about the respondents in the given study.

Table 4.9

Knownthrough(Auchan)

No ofRespondents Percentage

Newspaper 48 32%

F M Radio 3 2%

Magazine 9 6%Friends/Others 90 60%

Total 150 100%

Table 4.9 clearly explains that the high awareness about the

Auchan hypermarket was created by friends/others to the

respondents were 60%. The moderate awareness about the Auchan

was known through Newspaper were 32%. Very little awareness was

found through FM Radio 2% and Magazine 6%. This table shows

24

that friends play a vital role in creating awareness about the

Auchan hypermarket.

Chart 5.9

Chart showing the Awareness of the respondents

Newspaper F M Radio Magazine Friends/Others

32%

2%6%

25

Reason for purchase:

There should be always a reason behind the purchase. It may be

supermarket/hypermarket the reason may differ in selecting a

product.

Table 4.10

Reason forpurchase

No ofResponden

ts

Percentage

Low price 9 6%Better Quality 72 48%Variety ofproducts 42 28%

Various Brands 24 16%

26

Others 3 2%Total 150 100%

Table 4.10 indicates that 48% (majority) of the respondents

chosen better quality products and 28% of respondents gave

importance to variety of products. Only 16% of them chosen

various brands and very few respondents preferred for low price

and others.

Chart 5.10

Chart showing the reason for purchase of the

respondents

27

Cash pay...

Credit ... Debit card All the a...

66%

8% 8%

18%

Availability of popular brands:

In some of the store we cannot find the popular brands. So

the customers prefer to other stores for

that particular brand. This can be evaluated in this study.

Table 4.11

28

Availability ofpopularBrands

No ofRespondent

s

Percentage

Yes 138 92%

No 12 8%

Total 150 100%

Table 4.11 shows that majority of the respondents (92%)

accepted the availability of popular brands in Auchan

hypermarket. Only 8% of them denied it. This shows that

adequate popular brands are available in Auchan hypermarket.

Chart 5.11

29

Chart showing the availability of popular brands

Yes92%

No8%

30

Intimation of store discount:

The customers were attracted towards the stores when they offer

discounts. This is the marketing strategy of the retailers to

attract the customers.

Table 4.12

Intimation ofstore

discount

No ofresponden

t

Percentage

Yes 111 74%

No 39 26%

Total 150 100%

Table 4.12 depicts that the intimation of store discount

reached to 74% of the respondents but the balance 26% of the

respondents didn’t have awareness about the intimation of store

discount.

31

Chart 5.12

Chart showing the intimation of store discount

0.8 1 1.2 1.4 1.6 1.8 2 2.2

Yes, 92%

No, 8%

32

Frequency of visit:

The consumers go to shopping centers to seek entertainment,

boredom relief, social interaction, fun, stress relief and also

for wide choice of comparison shopping.

Table 4.13

Table 4.13

indicates

that majority

of the

respondents (52%) visited auchan once in 2-3 months, moderate no

of respondents visited auchan once in a month and the least

number of respondents (14% and 16%) visited Auchan once in a week

or 15 days.

33

Frequency ofvisit

No ofrespondent Percentage

Once in aweek 21 14%

Once in 15days 9 6%

Once in amonth 42 28%

Once in 2-3month 78 52%

Total 150 100%

Chart 5.13

Chart showing the frequency of the respondents

34

Once in a week

Once in 15 days

Once in a month

Once in 2-3 month

14%6%

28%

52%

35

Duration of purchase:

Time is also one of the influencing factors in choosing a

product.

Tabl

e 4.14

From the Table 4.14., it

is inferred that 60% of

the respondents spent 1-2 hours and 40% usually spent less than

an hour in Auchan hypermarket. Among the 150 respondents, some of

them said that whenever they shop in Auchan, they will also make

a visit to other stores in the mall.

36

Durationof

purchase

No ofresponden

ts

Percentage

Less thanan hour 60 40%

1-2 hours 90 60%

Total 150 100%

Chart 5.14

Chart showing the duration of purchase of the respondents

37

Less than an hour, 40%

1-2 hours, 60%

Preferred days of visit to hypermarket:38

The customers will visit the hypermarket on preferred days;

it is evaluated in the

present study.

Table 4.15

Shoppingon

No ofRespondent

s

Percentage

Weekdays 12 8%Weekends 51 34%Festivals 18 12%

Nospecific

days 69 46%Total 150 100%

Majority of the respondents (46%) preferred no specific days to

visit auchan hypermarket and 34% said they preferred weekends

to visit such places (Table 4.15). The reasons can be the

availability of ample time available to respondents during the

weekends. Also the society is witnessing a change where the

presence of working couples (both the husband and the wife are

working), nuclear families is on the rise. So weekend becomes a

natural choice for choosing to visit a mall / hypermarket. 39

Chart 5.15

Chart showing the preferred days of visit to hypermarket

40

Weekdays Weekends Festivals No specific days

0

10

20

30

40

50

60

70

80

8% 34% 12% 46%

Auc

han’s customer:

Customer is a person who buys goods or services from a shop or

business. Auchan hypermarket is located in the Forum mall and

it is inaugurated on 5th June 2012. Thus the analysis of Auchan

customer can be made only within one year in the present study.

Table: 4.16

Auchan'scustomer

No ofRespondent

Percentage

Not acustomer 50 33%

41

1 month 22 15%For 3months 39 26%For 6months 9 6%Above 6months 30 20%Total 150 100%

Table 4.16 shows that Majority of the respondents 33% was not a

customer but they frequently visited the hypermarket because

most of them were students and their purpose of visit is just

to have fun but not to shop. 26% of the respondents were

regular customers for 3 months. Followed by 20% of the

respondents were regular customers for 6 months. The least 6%

of the respondents were regular customers for more than 6

months.

42

Chart 5.16

Chart showing the customer of Auchan in month wise

43

Not a customer

1 month From 1 to 3

months

From 3 to 6

months

Above 6 months

Total

33% 15% 26% 6% 20% 100%

Percentage

Percentage

Intention of re-visiting:

The intention of re-visiting may be due to customer

satisfaction both in product and services. It is evaluated

in the following table.

Table 4.17

Intentionof

revisiting

No ofResponde

nts

Percentage

Low price 21 14%Productquality 78 52%

CustomerService 30 20%

Seasonaloffer 21 14%

Total 150 100%

Table 4.17 depicts that 52% of the respondents revisited the

Auchan due to good maintenance of the product quality. 20% of

the respondents revisited the Auchan hypermarket for the

quality of service rendered by them. 14% of the respondents

revisited the Auchan for the low price and seasonal offers.

44

Chart 5.17

Chart showing the intention of re-visiting of the respondents

45

0.8 1 1.2 1.4 1.6 1.8 20%

20%

40%

60%

80%

100%

120%

100%

14% 20%

52%

14%

Low price

Product quality

46

Mode of purchase:

The purchase may be in any mode. The payment can be made by

cash or credit card or in some other way. This can be analyzed

with the help of the following table.

T

able 4.18

Mode ofpurchas

e

No ofResponde

nts

Percentage

Cashpayment 99 66%Creditcard 12 8%Debitcard 12 8%

All theabove 27 18%Total 150 100%

Table 4.18 shows that majority of the respondents 66%

were making payment by mode of cash. The moderate of the

respondents 18% were making payment in the entire mode. Only

47

few respondents 8% were making payment by using both the credit

& debit cards.

Chart 5.18

Chart showing the mode of purchase

48

Cash payment

Credit card

Debit card All the above

66%

8% 8%18%

49

Mode of Transport:

The preferred mode of travel to hypermarket was by their own

conveyance, which can be a car or two-wheeler or some other

means of transport. It is analyzed with the help of the

following table.

Table 4.19

Modeof

Transport

No ofResponde

nts

Percentage

Car 18 12%Two

wheeler

63 42%

Auto 15 10%Anyother 54 36%

Total 150 100%

Table 4.19 shows that majority of the respondents (42%) were

using two-wheeler to visit Auchan hypermarket. 36% of the

50

respondents were using some other means of transport to visit

the auchan hypermarket. The high class respondents (12%) were

using car to visit Auchan hypermarket. only handful of them

(10%) were using auto to visit Auchan.

Chart 5.19

Chart showing the frequent mode of transport of the

respondents

51

Car12%

Two wheeler42%

Auto10%

Any other36%

Shopping:

52

Shopping makes a person feel happy. New Research suggests that

purchasing attractive products improves the self-esteem of

customers and open their minds to other choices and different

points of view. Thus the shopping can be made alone or with

family or with friends etc, depending upon these factors the

purchasing pattern may vary. It can be analyzed in the

following table.

Table 4.20

shop No of

Respondents

Percentage

Alone 27 18%with yourchildren 18 12%

with yourfriend 27 18%

with yourfamily 78 52%

Total 150 100%

Table 4.20 shows that 52% of the respondents shop with their

family. It indicates that every member in the family have got

equal importance in choosing their own products. 18% of the53

respondents shop alone or come with their friends. The former

shows that most of the female or male customers, who come

alone, have purchased grocery items. The latter shows that most

of them, who have come along with their friends, have purchased

apparels or bakery items. 12% of the respondents accompanying

their children have come mainly for their children’s happiness.

Chart 5.20

Chart showing the shopping of the respondents

0.5 1 1.5 2 2.5 3 3.5 4 4.50%

10%

20%

30%

40%

50%

60%

18%

12%

18%

52%

Percentage

54

Parking charges:

Parking charges are also one of the effective factors. It is

evaluated in the present study.

Table 4.21

55

Heavyparking

charges

No ofRespondents

percentage

Yes 81 54%No 69 46%

Total 150 100%

Table 4.21 clearly shows that 54% of the respondents felt that

parking charges were heavy comparatively whereas 46% of the

balance respondents felt parking charges levied by them were

reasonable for such a sophisticated mall.

Chart 5.21

Chart showing the view of the respondents related to heavy

parking charges

56

Yes No42%

44%

46%

48%

50%

52%

54%

56%

54%

46%

percentage

57

Faced any disadvantages:

When the customer gets benefits out of hypermarket they may

also suffer from some inconvenience faced by the hypermarket.

It may be due to various reasons and it is explained below the

table.

Table 4.22

Facedany

Disadvantages

No ofRespondents

Percentage

Highcost 99 66%

LowQuality 21 14%

Others 30 20%Total 150 100%

Table 4.22 shows that 66% of the respondents felt that the

major disadvantage of the Auchan is that most of the products

displayed in the Auchan hypermarket were of high cost. 20% of

the respondents said other reasons were due to excess tax and

58

no ample parking facilities. 14% of the respondents felt that

the quality of the product is low.

Chart 5.22

Chart showing any disadvantages faced by the respondents

59

High cost66%

Low Quality14%

Others20%

Comparative quality and quantity:

60

Customers were used to compare the quality and quantity with

the other stores. It is evaluated in the following table:

Table 4.23

comparative

quality&quantit

y

No ofResponde

nts

Percentage

Highlysatisfie

d48 32%

Satisfied 96 64%

Dissatisfied -- --

HighlyDissatisfied

6 4%

Total 150 100%

Table 4.23 indicates that 64% of the respondents were satisfied

with the quality and quantity compared with other hypermarkets

or other stores, followed by 32% of the respondents were highly

satisfied with comparative quality and quantity. Respondents

did not show any dissatisfaction regarding the quality &

61

quantity. Only handful of the respondents 4% shows high

dissatisfaction with comparative quality and quantity.

Chart 5.23

Chart showing level of satisfaction of the comparative quality

and quantity

62

Highly satisfied Satisfied Dissatisfied Highly Dissatisfied

32%

64%

0% 4%

Customer service:

63

Customer service is the provision

of service to customers before, during and after a purchase.

According to Turban et al. (2002), [1] "Customer service is a

series of activities designed to enhance the level of customer

satisfaction – that is, the feeling that a product or service

has met the customer expectation." This is analyzed in the

present study.

Table

4.24

Customer

service

No ofRespondent

Percentage

Excellent 24 16%

Good 90 60%Satisfactory 30 20%

Poor 6 4%Total 150 100%

Table 4.24 depicts that 60% of the respondents felt good

towards the service rendered in Auchan hypermarket. 20% of the

respondents were satisfied towards customer service. 16% of64

them felt excellent and happy with their services which they

offered. Very few respondents, 4% of them felt that the

customer service in the Auchan was poor.

Chart 5.24

Chart showing the level of satisfaction towards customer service

65

Excellent16%

Good60%

Satisfactory

20%

Poor4%

Special discount:

66

Discounts and allowances are reductions to a basic price of

goods or services. Whether the customers are receiving the

discounts or not is analyzed in the present study.

Tabl

e 4.25

Discountoffered

No ofRespondent

Percentage

Yes 99 66%No 51 34%Total 150 100%

Majority of the respondents 66% accepted that the Auchan

hypermarket have been offering discounts to their customers

(Table 4.25) and the remaining 34% of the respondents refused

because they thought that they haven’t been offering adequate

enough discounts.

67

Chart 5.25

Chart showing the view of respondents on discounts offered

Yes66%

No34%

No of Respondent

69

Types of discounts:

The discount schemes on various products and brands are

limited in malls but are ample in hypermarkets. The different

types of discounts offered in the auchan hypermarket are

analyzed in the present study.

Table 4.26

Table 4.26 shows

that 30% of the

respondents utilized

the (50% off, 40% off, 60% off) offer provided by the Auchan

hypermarket. 28% of the respondents utilized the (buy one get

one) offer provided by the hypermarket. 24% of the respondents

utilized the other discounts offered by them. The least 18% of

70

Types ofDiscount

No ofResponden

t

Percentage

No discount 27 18%Buy one get

one 42 28%50%off,40%off,

60% off 45 30%Other

discounts 36 24%Total 150 100%

the respondents were not aware of the discounts and did not

utilize them.

71

Chart 5.26

Chart showing the types of discount

No disco

unt

Buy one

get one

50%off,4

0%off,60

% off

Other di

scounts

18%

28% 30%24%

72

Billing section:

The crowd in the billing section depends on the number of

billing counters available in the hypermarket and also on the

availability of payment options. It is analyzed in the present

study.

Table 4.27


76% of the respondents

agreed that the crowd found

in the billing counters were normal. 22% of the respondents

felt that the billing counters were crowded. Very few

respondents felt that the billing counters were over crowed.

73

BillingNo of

Respondent

Percentage

Normal 114 76%Crowded 33 22%Over

crowded 3 2%Total 150 100%

Chart 5.27

Chart showing the respondents view on billing section

0.5 1 1.5 2 2.5 3 3.50%

10%

20%

30%

40%

50%

60%

70%

80%76%

22%

2%

Percentage

74

Customer preference towards hypermarket:

Customer preference towards hypermarket depends on various

factors such as location,

shopping space, accessibility and so on. It is analyzed in the

present study.

Table

4.28

PreferencetowardsAuchan

No ofRespondents

Percentage

Located inshopping mall 60 40%

Adequateshoppingspace 27 18%Easy

accessibility 63 42%Total 150 100%

The above Table 4.28 shows that 42% of the respondents felt

that they were able to access the hypermarket easily. 40% of

the respondents prefer auchan because it is located in the

75

shopping mall. Very few respondents 18% mentioned that they

prefer Auchan because of the availability of adequate shopping

space.

76

Chart 5.28

Chart showing the customer preference towards Auchan

Located

in shopp

ing mall

Adequate

shoppin

g space

Easy acc

essibili

tyTota

l

0%20%40%60%80%

100%

40%

18%42%

100%

Percentage

77

Safety measures:

Safety is one of the important factors which influences the

customer preference towards Auchan hypermarket. It is analyzed

in the present study.

Table 4.29

Safety

measures

No ofrespondents

Percentage

Good 99 66%Adequate 48 32%Inadequate 3 2%Total 150 100%

Majority of the respondents 66% of them felt good about the

safety measures provided in the Auchan hypermarket (Table

4.29). The moderate of the respondents 32% of them agreed that

the safety measures were adequate in the auchan hypermarket.78

Only handful of the respondents felt inadequate regarding the

safety measures.

Chart 5.29

Chart showing the safety measures followed in Auchan

hypermarket

79

Good

Adequate

Inadequate

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

66%

32%

2%

Percentage

80

After shopping experience:

Shopping makes one feel happy. Even after shopping one should

retain the same happiness. So the satisfaction of the

customers’ after shopping experience is analyzed in the present

study.

Table 4.30


majority of the respondents

80% of them were satisfied

after shopping.

16% of the respondents were

very much satisfied after shopping in the Auchan hypermarket.

Only handful of the respondents 4% were not satisfied after

shopping.

81

Shoppingexperien

ce

No ofRespondents

Percentage

Verymuch

satisfied 24 16%

Satisfied 120 80%Not

satisfied 6 4%

Total 150 100%

Chart 5.30

Chart showing after shopping experience of the respondents

Very much satisfied

Satisfied Not satisfied

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

16%

80%

4%

Percentage

83

Frequently purchasing products:

Frequently purchasing product has been ranked by 150

respondents and it has been analyzed with the help of

Kendall’s W test.

Table 4.31

Table 4.31 depicts that

Majority of the respondents has

been ranked number one for

fruits and vegetables. The reason may be due to the customer used

to purchase imported fruits and vegetables. The moderate

respondents mostly purchase groceries and electronic goods. The

least number of the respondent purchase only apparels and

electronic goods.

84

Factors Mean Rank Rank

Groceries 2.40 2

Fruits & Veg 2.28 1

Electronic goods

4.005

Apparels 3.42 4

Bakery 2.90 3

Reasons for revisiting the shop:

Table 4.32

Visiting againfor

StronglyDisagree

Disagree Neutral Agree StronglyAgree

count % count % Count % Count % Count %

Its nice/pleasant 0 .0% 0 .0% 6 12.0% 29 58.0% 15 30.0%

Its big & spacious 0 .0% 0 .0% 11 22.0% 20 40.0% 19 38.0%

It is in a convenient location

0 .0% 2 4.0% 11 22.0% 24 48.0% 13 26.0%

It has spacious 4 8.0% 3 6.0% 13 26.0% 21 42.0% 9 18.0%

Multiple entrance 2 4.0% 1 2.0% 9 18.0% 23 46.0% 15 30.0%

Escalators available 1 2.0% 2 4.0% 10 20.0% 20 40.0% 17 34.0%

Excellent place 3 6.0% 5 10.0

% 8 16.0% 18 36.0% 16 32.0%

Total 10 20.0% 13 26.0

% 68 136.0% 155 310.

0% 104 208.0%

85

Table 4.32 depicts that majority of the respondents were

agree that all the reason made them to visit the shop again

where the respondents (58.0%) of them felt that it is a nice

and pleasant place to visit again. Most of the respondents were

neutral ie neither agree or nor disagree. It is followed by the

strongly agree statement where the respondents (32.0) % accept

that it is an excellent place to take children and/or spend

leisure hours in hypermarket. Only least of them disagree or

strongly disagree the reasons which does not influence them to

revisit again.

TABLE SHOWING THE RELATIONSHIP BETWEEN MONTHLY INCOME AND HEAVYPARKING CHARGES

Ho: There is no significant relation between Income of therespondents and the heavy parking

Charges. 86

Ha: There is no significant relation between Income of therespondents and the heavy parking

charges.

Table 4.33

87

monthly income * parking charges Crosstabulation

MonthlyIncome parking charges

TotalYes No

Below10000

18 24 42

(22.7) (19.3) (42.0)

Rs 10000 - 20000

24 18 42

(22.7) (19.3) (42.0)

Rs 20000 - 40000

30 18 48

(25.9) (22.1) (48.0)

Rs 40000 & above

9 9 18

(9.7) (8.3) (18.0)

Total81 69 150

(81.0) (69.0) (150.0)

Chi-Square Tests

Value dfAsymp. Sig. (2-

sided)

Pearson Chi-Square 3.778a 3 .286

Likelihood Ratio 3.791 3 .285

Linear-by-Linear Association

1.426 1 .232

N of Valid Cases 150

a. 0 cells (.0%) have expected count less than 5. Theminimum expected count is 8.28.

Since the calculated value of Chi-square (3.778) is less than

the table value (7.815) at 5% significance level, hence we accept

null hypothesis ie., There is no significance difference between

the income and the heavy parking charges.

88

Table showing the significant relation between Gender of the

customer and the level of customer Service offered by the

hypermarket.

Ho: There is no significant relation between Gender of the customer

and the level of customer

Service offered by the hypermarket.

Ha: There is a significant relation between Gender of the customer

and the level of customer

Service offered by the hypermarket.

Table 4.34

90

Customer service * gender Cross tabulation

gender

TotalMale Female

Excellent15 9 24

(10.6) (13.4) (24.0)

Good33 57 90

(39.6) (50.4) (90.0)

Satisfactory12 18 30

(13.2) (16.8) (30.0)

Poor6 0 6

(2.6) (3.4) (6.0)

Total66 84 150

(66.0) (84.0) (150.0)

Chi-Square Tests

Value dfAsymp. Sig.(2-sided)

Pearson Chi-Square 13.129a 3 .004

Likelihood Ratio 15.355 3 .002

Linear-by-Linear Association

.062 1 .803

N of Valid Cases 150

a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 2.64.

Since the calculated value of Chi-square (13.129) is greater than

the table value (7.815) at 5% significance level, hence we accept

alternative hypothesis i.e., There is a significance difference

between the Gender and the level of customer service.

91

Table showing the relation between occupation of the customers and

their frequency of

visiting the hypermarket.

Ho: There is no significant relation between occupation of the

customers and their frequency of


Ha: There is a significant relation between occupation of the

customers and their frequency of


Table 4.35

frequency of visit * occupational Cross tabulation

Frequency ofvisit

occupational

TotalStudentPublicservant

Privateservice

Ownbusiness

Housewife Retired

Once in a week 9 3 3 3 3 0 21

(10.1) (5.0) (2.5) (.8) (2.1) (.4) (21.0)

Once in 15 days 3 3 3 0 0 0 9

(4.3) (2.2) (1.1) (.4) (.9) (.2) (9.0)

Once in a month 18 9 6 3 3 3 42

(20.2) (10.1) (5.0) (1.7) (4.2) (.8) (42.0)

Once in 2-3 months 42 21 6 0 9 0 78

(37.4) (18.7) (9.4) (3.1) (7.8) (1.6) (78.0)

Total 72 36 18 6 15 3 150

92

(72.0) (36.0) (18.0) (6.0) (15.0) (3.0) (150.0)

Since the calculated value F is less than the table value i.e. F

crit (7.815) at 5% significance level, hence we accept null

hypothesis i.e., There is no significance difference between the

occupation and the frequency of visit.

93

ANOVASource of Variation SS df MS F P-value F crit

Between Groups 162 5 32.4 2.4 0.099393

3.105875

Within Groups 162 12 13.5

Total 324 17

Analysis & interpretation

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