Amrut Mody School of Management

BBA PROGRAMME

A Consumer Behaviour Report on Only Fresh

Retail Outlet

Report By:
Nikita Jain (221)
Komal Parmar (225)
Vishakha Kriplani (226)
Heman Oza (236)
Parth Pandya (239)
Ria Sharma (249)
Rohan Dhariyal (253)
Vrushali Thobhani (275)

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 ACKNOWLEDGEMENT

We would like to express our deep gratitude to our Professor, Mr Shriram Kadiya for his patient
guidance, enthusiastic and encouraging support.

We are highly indebted to “ONLY FRESH” for their guidance and constant supervision as well
as for providing necessary information regarding the project & also for their support in
completing the project.

We would like to express our gratitude towards members of “ONLY FRESH” for their kind co-
operation and encouragement which helped us in the completion of this project.

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Table of Contents
ACKNOWLEDGEMENT ............................................................................................................ 2
INTRODUCTION......................................................................................................................... 4
Introduction to Retailing Industry .......................................................................................... 4
Introduction of the organization .............................................................................................. 4
Consumer Behaviour ................................................................................................................ 5
About the company’s product or service ................................................................................ 8
SEGMENTATION ..................................................................................................................... 10
TARGET MARKET ................................................................................................................... 11
POSITIONING ........................................................................................................................... 13
VALUE PROPOSTION ............................................................................................................. 14
COMMUNICATION AND CONSUMER BEHAIOUR ......................................................... 15
Communication Process ......................................................................................................... 15
Credibility of the source for the service ................................................................................ 16
Media channels used by the product/service ........................................................................ 17
Media Channels by Competitors ........................................................................................... 19
Recent Advertising Strategies ................................................................................................ 20
INFLUENCE OF CULTURE ON CONSUMER BEHAVIOUR ........................................... 22
INFLUENCE OF FAMILY ON CONSUMER BEHAVIOUR .............................................. 23
CONSUMER DECISION MAKING PROCESS FOR THE PRODUCT ............................. 25
RECOMMENDATIONS AND CONCLUSION ...................................................................... 27
BIBLIOGRAPHY ....................................................................................................................... 28

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 INTRODUCTION

Introduction to Retailing Industry

One of the fastest growing industries in India is Retail industry. Retailing includes all the
activities in selling goods or services directly to final consumers for personal, non-business use.
A retailer or retail store is any business enterprise whose sales volume comes primarily from
retailing.

Retailing is a complex business and it has always played an important role in economic
development. It contributes to development by making the goods/ services from the producers
and suppliers of merchandise available to the population, catering to their individual
requirements.

Retailers when compared to manufacturers, they have to be much careful with their customers
because the trading area of retail store is limited unlike manufacturers of brands. There is a
process of retailing which involves several decisions. Retail value proposition is at the centre of
the framework. The proposition is derived considering the market profile and expectations,
opportunities present in the market, competitive stances and activities, and the retailer’s
objectives and resources. Based on the proposition, retailers decide on the format, merchandise,
location, supply chain, pricing, promotion, and other aspects of the retailing mix. (Sinha, 2012)

Here, we have taken Only Fresh as a store that provides retailing service. The detailed report
about the industry is made in reference to the Only Fresh retailing store.

Introduction of the organization

Only Fresh is a supermarket located in the city of Ahmedabad, Gujarat that provides retailing
service. It is situated in South Bopal area of the city. It was started in the month of April, 2016
and is just a few months old. It is owned by a Jain family.The owners are Mr. Girish Sanghvi
and his son Mr. Akash Sanghvi. The idea of opening a supermarket in South Bopal came to them
after a complete, detailed analysis of the supermarkets of the city, as well as of the area South
Bopal.

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The store aims at being a one-stop shop for buyers, where they can come in and shop for their
entire month’s home needs. The increment in the product variety is done every single day. The
main target market for them is the increasing number of families shifting in the area due to its
rapid development. The location is a huge advantage for them since there are very few
competitors in the nearby area, especially of their scale and size. The store also aims to be one of
the eminent outlets of retail industry in the south Bopal are within couple of years.

The main reason that results into high popularity of the store in such a short span of time is the
wide range of products and the fact that employees are extremely warm and welcoming.
The store also provides various facilities such as home deliveries, which add to its unique selling
point. It also gains an advantage when it comes to acceptance of ‘Sodexo’ and ‘Ticket’ coupons,
as none of the competitors are doing it. (Sanghvi, 2017)

As a retailing service it is quite similar to Reliance Fresh, However it has certain unique selling
points that makes it exclusive in nature and one of its kind of a retailing industry in the south
bopal area.

The reports would focus on the Only Fresh organisation in order to study the retailing industry
and the essential elements of consumer behaviour falling within the same.

Consumer Behaviour
Consumer Behaviour is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the
actions of the consumers in the marketplace and the underlying motives for those actions.

By understanding what causes the consumers to buy particular goods and services, marketers
will be able to determine—which products are needed in the marketplace, which are obsolete,
and how best to present the goods to the consumers.

The study of consumer behaviour assumes that the consumers are actors in the marketplace. The
perspective of role theory assumes that consumers play various roles in the marketplace. Starting

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from the information provider, from the user to the payer and to the disposer, consumers play
these roles in the decision process.

According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and decision
processes of people who purchase goods and services for personal consumption’.

According to Louden and Bitta, ‘consumer behaviour is the decision process and physical
activity, which individuals engage in when evaluating, acquiring, using or disposing of goods
and services’. (Chand, 2016)

Consumer behaviour is influenced by various factors. They are:

Marketing mix such as product, price, place promotion, packaging, Demographic Factors such as
age, gender, education, income, Psychographic factors such as price attitude, Buying motives,
perception, etc, Social Factors such as social status, reference groups, family, Cultural Factors
like religion, class and caste.

Consumer behaviour is not constant throughout the products as well as the industries. It changes
constantly from consumer to consumer, product to product, region to region, country to country
wherein the above mentioned factors play a vital role. But ultimately it is the behaviour of the
consumers that lead to the purchase decision. Hence it is very important for the marketers to
understand the consumer behaviour so as to decide the product design, promotional strategies,
packaging, price, etc of the product. (Chand, 2016)

IMPORTANCE OF CONSUMER BEHAVIOUR:

The main reason that the marketers market a product is to satisfy demands and wants of the
Consumers. Study of consumer behaviour helps to achieve this purpose. It is important for the
marketers to consider the likes and dislikes the consumers as they are the centre of attention to
marketers, so that they can provide them with the goods and services accordingly. The more
careful analysis helps in more exact prediction about the behaviour of consumers of any product
or services. The study of consumer behaviours helps business manager, sales person and
marketers in the following way.

 In designing the product which is of the best use for the consumers.

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 To decide the place of the service or product availability.
 To decide the price of the product or service
 To find out the best way of promoting the product
 To understand which, where and how the other factors influence the consumer buying
behavior (Importance Of Consumer Behavior, 2016)

It is important for the marketers to know consumers as individual or groups to know what they
opt for, purchase, or dispose products and services and how they share their experience to satisfy
their wants or needs. This helps marketers in positioning their products to specific group of
people and target individuals.

From the marketer’s point of view, the main objective is to sell maximum number of goods to
their consumers to increase the profits. Earlier, the marketers were successful in accomplishing
their purpose. However, today, as the consumers are more aware about the use of product and
other information of the product, it is not easy to sell or attract customer to buy the product.
Thus, in order to sell a product or service or to convince consumers to buy product, the marketers
have to undergo through proper research to get more consumers.

The following are the points of importance of consumer behaviour for the marketers
to understand the buying Behaviour of consumers:

A deep analysis of consumer behaviour helps the marketers to recognize and predict the
preference of products of the consumers. The reason for a particular purchase is also known
through the study of consumer behaviour. The pre-purchase and post-purchase behaviour of the
consumers is also known through this study. Thus, the marketers become fully aware about every
phase of consumption process i.e., pre-purchase behaviour, behaviour during purchase and post
purchase behaviour.

To create and retain customers

Professor Theodore Levitt says that consumer behaviour is of most importance to marketers in
business studies as the main aim is to create and retain customers. If satisfied with the product,
the consumers will buy the same product again. Therefore, the product should be marketed by

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 markers in such a way that convince customer to buy the product. Thu it creates consumer
retention.

To understand the factors influencing Consumer's buying Behaviour

As mentioned before, there are many factors that influence the buying behaviour of the
consumers and leads to consumer decision making. Hence it is very important for the marketers
to understand the factors and analyse them to effectively position their products in the market.

To understand the consumer's decision to dispose a product or services

Disposing a product means either not using the product anymore or throwing away a product
immediately after its use. This behaviour of consumer is very complex and requires more
importance by the marketers. To control this behaviour, some marketers track the follow up from
the consumers so that they can know the reason behind failure of the product. Moreover, in order
to retain customers, some marketers or organizations offer customers with services like exchange
of product, money back guarantee etc.

Hence we can say that the world of marketing revolves around the customers. Therefore
understanding consumer behaviour becomes an important factor for the marketers in all the
ways. (Importance Of Consumer Behavior, 2016)

About the company’s product or service

Types of Retail Operations:

Retail operations enable a store to function smoothly without any hindrances. The significant
types of retail operations consist of:

 Department store
 Specialty store
 Discount/Mass Merchandisers
 Warehouse/Wholesale clubs
 Factory outlet

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Only Fresh is a Retail store. A place of business usually owned and operated by a retailer
but sometimes owned and operated by a manufacturer or by someone other than a
retailer in which merchandise is sold primarily to ultimate consumers.

The store aims at being a one-stop shop for buyers, where they can come in and shop for their
entire month’s home needs. They are increasing their product variety every single day. The main
target market for them is the increasing number of families shifting into the area due to its rapid
development. The location of the store is a huge advantage for them as there are very few
competitors around, especially of their scale.

Items, here at Only Fresh includes personal care, fresh fruits and vegetables, confections and
candies, breads and bakery, frozen foods, ready to eat, spices, imported goods toiletries, organic
foods, baby foods, canned items, cosmetics, dairy products and diet foods.

A brand is a name, term, design, symbol, or other feature that distinguishes one seller’s product
from those of others. Different brands available at Only Fresh are Patanjali, Nestle, Hindustan
Unilever, Proctor and Gamble, Sanjeevni, TATA, Everest, Balaji, Cadbury, Amul, Pepsi. Also
includes Fresh and Fresh and few private labels.

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 SEGMENTATION

Market segmentation is the process of dividing a broad consumer or business market, normally
consisting of existing and potential customers, into sub-groups of consumers based on some type
of shared characteristics. Market segmentation helps the marketer in analysing in detail which
segment or part of the population he or she should serve with his service or products. Decision
making regarding which segment to serve can be very crucial decision and can make or break the
product or sometimes the company. A milk product would be more effective when the marketer
would be targeting the health-conscious segment than targeting the drinking segment. The
segmentation can be done on various factors such

1. Demographic
2. Geographic
3. Physiographic
4. Behavioural

The store Only Fresh has its segmentation based on geographic factor. They try and reach the
potential customers in south bopal rather than trying to capture the entire bopal area. They don’t
have demographic segmentation as they target all the age groups. This geographic based
segmentation helps them to concentrate on the limited number of customers and helps them to
serve better products by understanding their needs.

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 TARGET MARKET

 A target market is the market a company wants to sell its products and services to, and it
includes a targeted set of customers for whom it directs its marketing efforts.
 Identifying the target market is an essential step in the development of a marketing plan.
 A target market can be separated from the market as a whole by geography, demographic and
psychographic.
(investopedia)

TYPES OF TARGET MARKET

1) Age Target Marketing

 It is related to targeting a product or service to a particular age group

 In the case of only fresh their target market is generally people of all age groups

2) Income-Sensitive Marketing

 It is related to consumer of particular economic status

 Only fresh targets consumer of middle class or upper middle class people

 Generally prices of stores are set on the basis of people targeted of particular economic status

3) Gender-Specific Marketing

 Gender-specific marketing shapes an advertising campaign toward one gender or specific

group within that gender.

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 For example, target marketing toward pregnant women seeks to generate more interest in
your small business's goods and services within that particular group.

 Only fresh store is for all the gender in common

4) Geographic Target Marketing

 This strategy also works with seasonal marketing campaigns to take advantage of shifting
consumer moods as the weather turns hot or cold.

 For example, many beverage companies roll out pumpkin-flavored hot drinks during the fall
to catch consumers turning attention toward Christmas and colder weather.

 Only fresh sells seasonal fruits and vegetables along with beverages

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 POSITIONING

An effort to influence consumer’s perception of a brand or product relative to the perception of

competing brands or products is the basic essentiality of positioning. Its objective is to occupy a
clear, unique, and advantageous position in the consumer's mind.

Positioning can be termed as a vital component in building and maintaining customer

relationship with the business for longer period of time, thus it the most important activity for the
business in understanding consumer behaviour.

Many well- known brand are only thriving because of their effective and clearly demarked
positioning strategy. For example: Maruti Suzuki has positioned their cars as more fuel efficient,
less maintenance, less handling and service costs to customer, etc which is generally suitable for
middle-class of the society. But the high-end category of Maruti Suzuki i.e. ‘Nexa’ has
positioned its cars as a luxury cars with more features for the elite class of society.

Now talking about the positioning strategies adopted by ‘Only Fresh’ convenience/super-mart in
the area of south Bopal, Ahmedabad. Basically, this store is a year old with very less competition
in the area in terms of the product category and services which they offer to their consumer.
Positioning of the store is somewhere between convenience store and hyper-mart store, because
they provide many variety and assortments among the various products and also in addition to
that they provide the products at much discounted rates than the market rate. To make their
positioning campaign more effective, many advertisements are made in form of templates in
newspaper, on the police barricade, on the tree guard, etc. in that particular area (south Bopal,
Ahmedabad).

At last we as a group has concluded that, ‘Only Fresh’ store is in its initial stage of growth and
also a quite well established in the area due less competition of such stores in the area. Therefore,
it requires relatively less positioning strategies and more of an expansionary strategy.

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 VALUE PROPOSTION

Value proposition is innovation, service or a feature intended to make a company or a product

attractive to the customers. In today’s changing world where competition from competitors and
new players is increasing it is important to offer something different and unique to the customers
to insure growth and survival. The retail store “Only Fresh” has its unique selling point based on
the product that is not provided by the others.

1. The store is located in south bopal where most the residents are non Gujarati. Unlike the
Gujarati’s, most of the residents prefer a healthy diet and are more interested in having
organic food. The owner of the store soon realised this gap and now the store sells
organic food of various variety.
2. The store has a very warm and welcoming staff. We observed that the staff was well
aware of the products that were offered by them and this is something that is lacked by
other stores in the area.
3. The store even has a section imported goods which includes imported chocolates and
fruits, which is not provided by any other store in that area.

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 COMMUNICATION AND CONSUMER BEHAIOUR

Communication Process
In a layman’s language communication is the imparting or exchange of
information by speaking, writing, or using some other medium. It is important as it
helps the seller or the promoter to communicate the attributes, features and benefits
at the same time informing and making sure that the image of the product or the
brand stays with the potential customer for a long time. The aim of communication
process is to conveying and understanding the information a from one person or
group to another person or group. The basic steps that are involved in the
communication process are:

1. Developing idea by the sender: The communicator develops the idea to be sent.
It is also known as the planning stage. When it comes to Only Fresh, the store
we have selected the communicator or the owners idea was regarding informing
the locality that is south Bopal about the existence of their store.
2. Encoding: In this stage the communicator tries to convert the idea into a
perceivable form that can be understood by everyone.
3. Developing the message: After the encoding stage the sender gets the message
that he wants to coveys. The message can be oral, written or even symbolic.
The store tries to use a mix or written and symbolic messages.
4. Selecting the medium: Medium is the channel through which the message is
transferred to the receiver. It can be done through television, print media and
etc. each one has its advantage and disadvantages. The store goes with the tree
hoardings near the south Bopal area. The tree hoarding conveys messages such
as the location, number and home delivery charges that may apply.
5. Transmission of message: In this stage the actually transition of the message
takes place.
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6. Receiving of message: This stage just involves the receiving of the message
that was send by sender to the indene receiver.
7. Decoding: In this stage the receiver tries to break down and interpret the
message.
8. Feedback: The final step of the process is feedback. The feedback means the
response to the communication message. It may lead to increase in awareness
about the store or even increases the sales as more people would get aware
about it. In the case of the store this would an effect communication has lead an
increase awareness and rise in sales through home delivery. (communicattion,
2017)

Credibility of the source for the service

In only fresh retail outlet there are various parent brand of whose the products are sold off and
thus the credibility of the for each and every product cannot be identified. However the selling of
counterfeit product is non-existential and whereas one instance that could e brought over here is
that the wholesalers or the distributors of Amul does manipulation of the supply by adding one
milk bag that has surpassed thee expiry date, out of the 25 bags that exists in a carton. Due to
this the customer turnover rate is affected negatively and thus such instances might happen with
any brands.

The brands that are traded in only fresh includes amul, patanjali, colgate, nestle, pepsi, lifebuoy,
pears, etc. and hence the wide range of product line and product breadth, the instances of losing
out on the credibility of the source for the product is also increased.

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Media channels used by the product/service

Media channel are ways for promoting products and or services to customers and/or prospects.
There are various channels and picking the best suitable for the company is difficult but when it
is suits the best it can prove to be cost effective. There are traditional as well as interactive
channel of marketing. Traditional includes:

 National Cable Television

 National Broadcast Television

 Local Broadcast TV

 Local Cable TV

 Network Radio

 Local Radio

 Print — Newspaper

 Print — Magazines

 Out of Home

While interactive media channels include:

 Paid Search (pay-per-click)

 Banner advertising

 Facebook campaigns

 Mobile advertisingInvalid source specified. (MPG, 2017)

Media Channels used by Only Fresh

1. Pamphlets: This is considered an old fashioned in this digital age yet it is tried and tested way
of marketing which will never become obsolete as long as paper is still part of our daily lives.
The main idea is to keep using various new and creative ways of using papers.

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Advantages of using Pamphlets are as follows:

- Reaches the target directly: the major advantage of using leaflet for advertising is that Only
Fresh can deliver the message right to the potential consumer’s door. Even a glance at the
Pamphlet will hit the minds of the customers.
- Cost Effective: another advantage which is very important for any business is to be cost
effective and Only Fresh uses Pamphlets which are cheaper to produce and distribute as
compared to other forms of advertising. These have a high potential reach without high cost
and also reduces the risk of spending too much and not getting a return on investment.
- Infinite creative possibilities: there are endless ways of making a creative Pamphlet design,
message and layout. Only Fresh makes sure that it stands out and captures the attention of
potential customer and gets them to action.
- Pack of Information: keeping in mind the marketing objective, Only Fresh includes all the
necessary information in the Pamphlet with an organized layout. Promoting the brand,
sharing the contact details. (Advertising, 2015)

2. Banners: A banner and Poster used by Only Fresh is another important media for advertising.
They advertise these banners on Cycles which roam around the South Bopal area and create
awareness about the store. They also increase this awareness during festivals by sticking
posters of the store in nearby areas. They give offers during festivals which are conveyed
with the help of the banners. Only Fresh also uses barricades that are used at the traffic
signals.

Advantages of using Banners are as follows:

- Repetitive: When Only Fresh uses banners it reinforces the name of the store. If it is placed
in high-traffic area, a banner or poster may reach the same customer several times a day. The
poster that is installed in a window or outdoor location may reinforce the name of the
company and influence the same potential customers.

- Seasonality: Posters and Banners are perfect for certain seasons. In promoting summers sale,
festivals banners prove to be best. . If your company offers certain seasonal sales, products,

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 services, or otherwise, take advantage of advertising to the current season, as people are
generally more in-tune to what they are looking for during a specific season.

- Cost Effective: Banners pretty much pay for themselves. When you invest in a banner, you
will most likely gain a profit back from the amount it costs, as it increases customer traffic,
thus driving sales. Eye-catching signs, such as banners are always a great way to draw new
clients or customers to your business. Invalid source specified. (Advertising, 2015)

3. Tree Guards: A tree guard is mostly seen at the roadside area, in gardens or at parks. Theses
provide good brand recall value to onlookers. Tree guard is a new and unique way of
advertising your brand easily and attractive.

Advantages of using Tree Guards:

- As trees are grown at all the places for better environment using these for advertising is
beneficial.

- There are parks and gardens at many places, hence when the people go for morning walks or
during evening with kids, the brand hits the minds of the consumers. (Advertising, 2015)

Media Channels by Competitors

Invalid source specified.

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Media channel is a specific medium of communication intended for generating stimuli in the
minds of targeted audiences in order increase sales through newspaper, radio stations, television
stations, etc.

Now analysing the media channels used by Only Fresh and its competitors, we could observe
some kind of similarity. The main competitors of Only Fresh are supermarkets and hypermarkets
like Reliance Fresh, Hind supermarket, Star bazaar, Big bazaar, Grofers, etc. Only Fresh caters in
FMCG products as well as perishable products like milk, vegetables, fruits, etc. in the area of
south Bopal near Sobo centre. There are very few stores like this in that area which serves in
multiple local as well as foreign products, Only Fresh faces competition mainly from Kirana
stores and supermarkets located in its proximity like Hind supermarket.

Media cannels used by Only fresh and Hind supermarket is more or less the same, only the
magnitude of advertising differs as Hind supermarket is a prominent players with more varieties
of product line and also has more experience in analysing the buying behaviour of the customers
of that area as it was established long ago than Only Fresh. The media channels like customer
membership, pamphlets in newspaper, advertising on police barricade, in-store and out-store
advertising, advertising on tree guard, advertising on cycle hoarding, etc.

Only Fresh is a new enterprise which mainly focuses on sustaining in the market by using
defensive marketing strategies by concentrating in catering specific area of south Bopal,
Ahmedabad and are not planning for expansion of business at this stage due to the reasons like
limited resources, less experience in the field, high competition, higher exit barriers, etc.

Recent Advertising Strategies

An advertising strategy is a plan to reach and persuade a customer to buy a product or a service.
The basic elements of the plan are

 The product itself and its advantages

 The customer and his or her characteristics
 The relative advantages of alternative routes whereby the customer can be informed of the
product
 The optimization of resulting choices given budgetary constraints

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The Store is located in south bopal area of Ahmedabad. In the same building on the top floor is a
gymnasium which is very famous in the city of Ahmedabad as a brand. As a part of advertising,
the store tied up with the gym and offered some discount coupons to the members of the gym.

Other than this as a part of advertising, recently the store had hired a cycle banner which would
travel all around. For this they had decided to cover specific area of the store and nearby areas.

The store promotes itself by watsapp messages to the loyal customer and shares deals with them.

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 INFLUENCE OF CULTURE ON CONSUMER BEHAVIOUR

Culture is simply the idea, customs and social behaviour of a particular people or
society. Culture has played a huge hand in success or failure of many
organizations. The case of MacDonald’s is the most popular one where they had to
change their menu for India because of the vegetarian population. India is a multi-
culture market where various customs and beliefs exist. The organization needs to
adjust to the environment according to the culture. The store Only Fresh is in south
Bopal. The area when compared to other areas in Ahmadabad has more or a
majority of non-Guajarati population. We came to know that the habitants over
there were keener on eating healthy and had a different requirement for daily
grocery products when compared to the Guajarati population. We came to know
that the habitants were more interested in organic food and the owner saw a special
demand for the organic products. They stared selling organic food such as organic
beans and slowly they stared to keep different brands of organic food. This is
something they did to clearly keep up the market or else they would have gone to
the other competitors who might have recognized this opportunity. To be
successfully one needs to understand the culture. Some of the culture differences
that exists are

1. Time sincerity: Countries like America and Singapore are more time sensitive
when compared to India
2. Negation: some culture would prefer formal while some would prefer informal
3. Communication: Countries like China place more importance on indirect
communication while Germany would be more direct

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 INFLUENCE OF FAMILY ON CONSUMER BEHAVIOUR

 Three things which affects consumer behavior based on influence of family are:

1. Economic well being

2. Emotional support

3. Suitable family lifestyles

Economic well-being

How the family divides its responsibilities for providing economic well-being has changed
considerably during past 30 years. No longer are traditional husband as economic provider and
wife as home maker and child-rarer still valid.
For instance, it is very common for married women with children in the United States and other
industrial countries to be employed outside the home for their husbands to share household
responsibilities.

The economic role of children also has changed. Today, despite the fact that many teenage
children work, they rarely assist the family financially. Instead, many teenagers are expected to
pay for their own amusements.

Emotional support

The provision of emotional nourishment (including love, affection, and intimacy) to its members
is an important core function of the contemporary family.
In fulfilling this function, the family provides support and encouragement and assists its
members in coping with decision making and with personal or social problems.

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Suitable family lifestyle

Another important family function in terms of consumer behaviour is the establishment of a

suitable lifestyle for the family.

Upbringing, experience, and the personal and jointly held goals of the spouses determine the
importance placed on education or career, on reading, on television viewing, on the learning of
computer skills, on the frequency quality of dining out, and on the selection of other
entertainment and recreational activities.

In case of Only fresh the purchases are wholly and solely for the target audience pertaining to
lower middle class, middle class, upper-middle class and upper class, hence it basically covers
the entire economic classes and so the economic conditioning of the family belonging to these
classes comes into the picture by default and hence the consumer behaviour is affected on the
basis of the product that falls into similar category but has a high and low range to deal with. For
instance, lifebuoy targets the lower middle class and the pears targets the upper class, so the
retail outlet is engaged in both the product categories and hence the family buying decision is
affected highly on the economic grounds.

Lifestyle of the family which is again shaped as per the culture and the environment of the
locality and so the store being located in the south bopal which is highly developing area, the
upper-middle and the upper class people resides in such areas and thus the life style of these
people is also shaped as per the locality which affects their buying behaviour and thus the buying
decision of the consumer is affected.

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 CONSUMER DECISION MAKING PROCESS FOR THE PRODUCT

The basic consumer decision making process involves 5 stages starting from Problem
recognition wherein the need of any product or services emerge which leads the consumer to
information search where he or she gathers the information pertaining to the need thereby
leading towards the evaluation of different available alternatives and eventually leads to the
purchase decision of one of the available alternatives and extending the process post purchase
behaviour shows the fulfilment or unexpected result from the chosen product or service. (Mantra,
2016)

In case of Only Fresh, the same would be followed in different product categories since the
product line as well as the product breadth both has large number of variances available and
hence the process comes into the picture.

During the information search consumer goes through the 5 sets wherein the first being total set
in which all the brands of that product is listed, then there is awareness set in which the brand
that consumer is aware of exists, third is the consideration set in which the brand that consumer
wants to consider for the purchase falls and then the choice set in which the priority or
preference of the consumer towards specific brand is identified and the final step is the decision
that is made. (Mantra, 2016)

Alternate forms of decision making process include 3 types:

1. Habitual decision making wherein decision making pertaining to routine daily products such
as groceries, newspaper, soaps, etc would fall with the characteristics such as quickly made
decision, minimum involvement in selection process, low cost and high frequency buying
products, etc. Generally in case of the Only Fresh retail outlet this would the type that is
generally followed since it deals with the fast moving consumer goods (FMCG).
2. Limited decision making process wherein decision pertaining to products such as clothes,
home furnishings, etc is taken into consideration. The characteristics are involvement being
comparatively low, price range being low to moderate and the moderate amount of time is
spent.

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3. Extended decision making that involves high involvement, high priced, high amount of time
being spent before purchase includes the products such as car, house, land, etc and thus
decision making takes certain time period. (Mantra, 2016)

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 RECOMMENDATIONS AND CONCLUSION

The repositioning of the retail outlet either from the outdoor advertising perspective or from
changing the logo, name or the color pattern of the store might result into establishing the point
of differentiation as compared to Reliance Fresh, which most of the people misinterprets the
store in that manner. Hence this is how the store could re-establish its image. Also adding a
variety of offerings that are not available at reliance fresh and promoting using the same could
result into resolving of the same.

The problem pertaining to manipulation from the wholesaler’s end could be resolved by either
issuing a complain t/ filing the case on the wholesalers and get the compensation, or by changing
the dealers. These are the most obvious recommendations, in order to save the cost of one milk
bag every carton. The other thing that they can do is that they can use the cctv footage and
expose the wholesalers on the social media as well as to the Amul’s headquarters and thus in
order to maintain its reputation, Amul would take some of the definite preventive measures.

Hard-core media advertisements in form of print and media must be extensively done in order to
establish a wider reach and the awareness of the store.

Value proposition i.e. the imported and exotic vegetables in which the stores deals with must be
extensively promoted in order to increase the calculated sales in that sector.

In order to increase the customer retention rate, the discount or add-ons on a particular amount of
bill could have a positive effect on the consumer behaviour.

Outdoor communications such as advertisement behind a rickshaw, pamphlets, tree-guards,

traffic-stands, poster, etc must be increased up to greater extent. The home delivery could be
used as a medium to promote the store, by providing a home to home direct marketing and
selling.

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 BIBLIOGRAPHY

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Sanghvi, D. o.-J. (2017, January). Retail managment (Only Fresh).

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