Report

[pic]

PGDM-RMM (2009-11)
Institute for Technology and Management
  Global Leadership Center
Kharghar, Navi Mumbai

BUSINESS REPORT ASSIGNMENT

ON

COMPARATIVE STUDY BETWEEN ORGANIZED AND UNORGANIZED RETAIL STORES ON THE BASIS OF ATTRIBUTES

ABSTRACT

The organized retail share comprises about 4% of the market. We aim at doing a comparative study on organized and unorganized retail store on the basis of attributes. The outlets considered are McDonald’s outlet in Little World Mall, Kharghar and Modern Sweet Shop in Kharghar. Both the outlets are in close proximity and hence the majority of population has visited both outlets at least once. The sample size is considered for demographics and attributes. The independence of age group, income group and gender of sample on frequency of visits is calculated and an absolute conclusion is made based on the response from the sample size. The attributes that affects the preference of a particular outlet most and least is calculated by rank order. The study also aims at comparing influences that drive a consumer to a particular outlet. The relation between stores for particular attribute is also calculated and inferred in this study.

We find that for the sample considered the frequency of visits to both outlets is dependent on demographics. Also we find that Variety and Friendly & Helpful Staff are the most influencing attributes for Modern Sweet Shop while Promotions and Response to Feedback are the least influencing attributes. Similarly, for McDonald’s the most influencing attributes are Peers and Ambience while the least influencing are Promotions & Response to Feedback. The rank order calculation given in the later part of the paper also suggests that McDonald’s is the preferred outlet on the basis of the attributes discussed. The correlation, if any, between stores for particular attribute is found negative, positive or none at all. However, a strong correlation between stores is not found for any...