customer preference towards Auchan hypermarket

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Topics: Retailing
CHAPTER 2
REVIEW OF LITERATURE Virdi, Sandeep singh1 in his thesis “Malls & Hypermarkets: Perspectives of Contemporary Shopping” formulated the objectives of studying and analyzing the reasons for this inconsistent growth of organized retail, especially the larger formats vis-à-vis shopping malls and hypermarkets, and its uneven progression in India. This research has intended to focus on the theory and concept of professional and effective mall and hypermarket management. This study also tried to investigate the factors which can possibly lead to the expansion of loyalty concept to include preference for shopping mall and / or a hypermarket – deciding where to buy in an increasingly complex retail mall globe and hence this research has tried to find out the shoppers’ retailing attitudes and behavior in shopping malls and hypermarkets. Additionally, this study has also attempted to investigate the competition posed by the ‘No Frills’ lifestyle stores and the hypermarkets like BigBazzar, Easy Say etc towards the shopping malls, and whether the former poses any threat to the latter. The appropriate statistical techniques like measure of dispersion & divergence, t-test, chisquare test were used to analyse the data. It is strongly recommended that there should be more cash counters in hypermarket. The managers of the hypermarkets should ensure that they offer good deals, bargaining & schemes for all categories & classes of customers as frequently as possible.
According to Ritu Mehta, Narendra K. Sharma and Sanjeev Swami2 have made an attempt on “A Review of Contemporary Retail Formats in Emerging India” to identify segments of hypermarket shoppers based on shopping motivation. This study profiles the identified segments on demographic characteristics and shopping outcomes, and compares the shopping motivation of hypermarket consumers with that of traditional store shoppers. This study involved a survey of 201 actual shoppers in a hypermarket and that of 117

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