PRODUCT AND BRAND ASSORTMENT-A STUDY OF CONSUMER PREFERENCE FOR RETAIL OUTLETS IN BANGALORE CITY
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Date
40377
Authors
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Journal ISSN
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Publisher
University of Agricultural Sciences GKVK, Bangalore
Abstract
The Indian Retail Sector is estimated to grow to US$ 590 billion by
2011. Food and grocery is the second-largest segment of the retail
industry and is likely to grow to US$ 400 billion by 2025. Product and
brand assortment is a central yet complex issue for retailers. An attempt
has been made to document the availability of different brands of major
food products in organized retail outlets in Bangalore and to analyse the
consumers store preference as influenced by brand availability. The
study also attempts to analyse the factors influencing display of food
brands. The study is based on the primary data collected from 5 retailers
and 20 customers from each of those retail outlets. Tabular analysis and
Garrett Ranking technique were employed for the study.
There were total 195 brands available in the entire food product
categories studied of which only 22 brands were common in all the 5
stores surveyed. The Big Market stored maximum number of brands in
all the food product categories. Women formed majority of the customer
base (55%) to the retail outlets. In case of stock out and unavailability,
buying only unavailable product or brand from other store was preferred
the most. Retailers opined that consumer preference, market leadership
of brand, popularity, margin, market potential, inventory ratio, higher
sales volume, availability of space and supply of brand were the factors
that influence assorting and display of brands in store. Reliance Fresh
and Big Market considered market leadership as the most important
factor for brand assortment and display. Smart and Aashirwad
considered consumer preference as the most important factor. Market
potential was considered as the main factor for brand assortment by
Namdhari Fresh.