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1 CONTENTS CERTIFICATE ACKNOWLEDGEMENT PREFACE LIST OF CHARTS LIST OF TABLES I II IV VI IX NO CHAPTER 1 MARKETING AND RETAIL MARKETING - A CONCEPTUAL FRAMEWORK PAGE NO : INTRODUCTION 4 1.2: WHAT IS MARKETING? : PERSPECTIVE OF BUSINESS LEADERS ABOUT 6 MARKETING 1.3: SPECIAL CHARACTERISTICS OF CONSUMER 10 MARKETING 1.4: SCOPE OF MARKETING : WHAT IS RETAILING? : WHAT IS ORGANIZED AND UNORGANIZED 16 RETAILING? 1.6.1: DIFFERENCE BETWEEN ORGANISED AND 17 UNORGANISED RETAILING 1.7: CLASSIFICATION OF RETAILING BUSINESS : AN OVERVIEW OF RETAILING INDUSTRY IN THE 22 WORLD. 1.9: WORLD RETAIL TRENDS AND PREDICTIONS FOR : STATISTICAL DATA ABOUT RETAILING INDUSTRY 30 ACROSS THE GLOBE XIII

2 1.10.1: SHARE OF ORGANIZED AND UNORGANISED 30 RETAIL IN SELECTED COUNTRIES IN : RANKING OF SELECTED COUNTRIES OF GLOBE 31 IN TERMS OF YOUNG POPULATION : TOP 100 RETAILERS OF USA SINCE : GLOBAL MIDDLE CLASS STATISTICS - 38 POPULATION IN MILLIONS : TOTAL RETAIL SALES WORLDWIDE : TOTAL RETAIL SALES WORLDWIDE, BY 39 COUNTRY, : RETAIL ECOMMERCE SALES WORLDWIDE : TOP 10 COUNTRIES RANKED BY RETAIL 41 ECOMMERCE SALES WORLDWIDE : RETAIL ECOMMERCE SALES AS A PERCENTAGE 42 OF TOTAL RETAIL SALES IN SELECTED COUNTRIES FROM 2013 TO : GLOBAL RETAIL SALES VOLUME GROWTH (% 43 PER ANNUM) : GLOBAL RETAIL SALES(US $ TRILLION) RETAIL SALES IN ASIA (US $ MILLION ) : TOP 250 RETAIL COMPANIES OF WORLD IN : AN OVERVIEW OF RETAILING INDUSTRY IN INDIA : GROWTH OF INDIAN RETAIL MARKET : PROPORTION OF DIFFERENT SEGMENTS OF 60 MODERN INDIAN RETAIL MARKET INTO TOTAL INDIAN RETAIL MARKET FACTORS RESPONSIBLE FOR GROWTH OF 62 ORGANISED RETAILING IN INDIA HYPES OF CUSTOMERS OF ORGANIZED RETAILING 64 SHOPS 1.14 : CORPORATE LOOK OF INDIAN RETAILING 66 INDUSTRY 1.15 : SECTORAL ANALYSIS OF INDIAN MODERN 83 XIV

3 RETAILING INDUSTRY IN : STATISTICAL DATA ABOUT INDIAN RETAILING 104 INDUSTRY : INDIAN RETAIL MARKET (ORGANIZED & 104 TRADITIONAL) PERCENTAGE SHARE : TOTAL RETAIL AND RETAIL ECOMMERCE SALES 105 IN INDIA : ONLINE RETAIL MARKET SIZE AND GROWTH : JOURNEY OF ORGANIZED RETAIL IN INDIA : LIST OF ONLINE SHOPPING STORES IN INDIA : ONLINE RETAILERS (NON RELIABLE) V/S OFFLINE 111 RETAILERS (RELIABLE) IN INDIA 1.19: RETAIL TRENDS IN 2014 IN INDIA : AN OVERVIEW OF RETAILING INDUSTRY IN 113 GUJARAT : LIST OF SHOPPING MALLS IN GUJARAT CONSUMER BEHAVIOUR - A 150- CONCEPTUAL FRAMEWORK : WHAT IS CONSUMER AND CUSTOMER? : PARTICULAR NAME OF CUSTOMERS OF 153 DIFFERENT PRODUCTS AND SERVICES 2.2 WHAT IS CONSUMER BEHAVIOUR? : NEED FOR UNDERSTANDING CONSUMER 157 BEHAVIOUR 23: MODELS OF CONSUMER / BUYING BEHAVIOUR INTRODUCTION : THE NICOSIA MODEL THE HOWARD SHETH MODEL ENGEL - KOLLAT - BACK WELL MODEL SHETH FAMILY DECISION MAKING MODEL BETTMAN S INFORMATION PROCESSING MODEL 169 OF CONSUMER CHOICE XV

4 2.3.7 SHETH NEWMAN GROSS MODEL OF 173 CONSUMPTION VALUE 2.4 WHY DO PEOPLE BUY PRODUCTS AND SERVICES? : PROFILE OF THE INDIAN CONSUMERS AND THE 178 MARKET POTENTIALITY OF VARIOUS PRODUCTS AND SERVICES 2.5.1: CUSTOMER GROWTH IN INDIA: : AGE - STRUCTURE OF INDIAN CUSTOMERS AS 180 PER CENSUS SEX RATIO (FEMALES PER MALES) : : CUSTOMERS BY RELIGION: : RURAL AND URBAN CUSTOMERS : : DENSITY OF CUSTOMERS: STATE WISE IN INDIA : LITERACY RATE OF INDIAN CONSUMERS IN 188 INDIA 2.5.8: NUMBER OF STATES, DISTRICTS, TOWNS AND 189 VILLAGES MARKETS IN INDIA & 2011, ( IN NUMBER) 2.6: ADVERTISING CLAIMS / PROMISE THAT CHEAT CUSTOMERS REALLY. 3 ANAND AND KHEDA DISTRICT OF GUJARAT STATE-HISTORICAL, 218 GEOGRAPHICAL, DEMOGRAPHICAL AND INDUSTRIAL SNAPSHOT. 3.1: GUJARAT STATE AT A GLANCE : ANCIENT SNAPSHOT OF GUJARAT: : COMPARISON OF DATA ON RURAL 200 &URBAN AREAS OF GUJARAT AS PER CENSUS 2001AND : GROWTH OF POPULATION IN GUJARAT POPULATION DATA OF GUJARAT AS PER CENSUS 201 XVI

5 : POPULATION OF GUJARAT: COMPARISON 201 BETWEEN 2001 AND : RURAL AND URBAN POPULATION OF GUJARAT AS 202 PER CENSUS : LIST OF DISTRICTS IN GUJARAT : DETAILS KHEDA DISTRICT : LOCATION & GEOGRAPHICAL AREA : TOPOGRAPHY : INDUSTRIAL SCENARIO OF KHEDA DIST : LIST OF INDUSTRIAL UNITS IN KHEDA DISTRICT : POPULATION OF KHEDA DISTRICT AS PER 208 CENSUS 2001 AND : KHEDA DISTRICT: RURAL AND URBAN 209 POPULATION AS PER CENSUS : POPULATION OF NADIAD CITY AS PER CENSUS : ANAND DISTRICT: : LOCATION & GEOGRAPHICAL AREA : TOPOGRAPHY : INDUSTRIAL SCENARIO OF ANAND : LIST OF INDUSTRIAL UNITS IN ANAND DISTRICT : POPULATION OF ANAND DISTRICT AS PER CENSUS & : ANAND DISTRICT: RURAL AND URBAN 213 POPULATION AS PER CENSUS : POPULATION OF ANAND CITY AS PER CENSUS : ECONOMIC AND INDUSTRIAL SNAPSHOT OF 216 CHAROTARAREA 3.6: SNAPSHOT OF NADIAD, KHEDA, ANAND AND 217 VALLABH VIDYANAGA CITY

6 4 LITERATURE REVIEW RESEARCH METHODOLOGY : RATIONALE OF THE STUDY : RESEARCH OBJECTIVES : HYPOTHESIS : SIGNIFICANCE OF THE STUDY : PRE-TESTING /PILOT TEST : PRIMARY DATA COLLECTION : SECONDARY DATA COLLECTION : POPULATION : GEOGRAPHICAL AREA FOR RESEARCH / 243 SAMPLING AREA 5.10.: RESEARCH INSTRUMENT : SAMPLING UNITS : SAMPLE CHARACTERISTICS : SAMPLE SIZE : STATISTICAL TOOLS USED FOR DATA ANALYSIS : DATA CODING AND DEMOGRAPHIC VARIABLES 244 USED FOR THE STUDY 5.16.: LIMITATIONS OF STUDY ANALYSIS AND INTERPRETATION OF 247- THE DATA AND INFORMATION : DEMOGRAPHIC ANALYSIS : ANALYSIS OF PLACE OF RESPONDENTS IN THE 254 RESEARCH : ANALYSIS OF GENDER / SEX OF RESPONDENTS 255 IN THE RESEARCH : AGE ANALYSIS OF THE RESPONDENTS IN THE 256 RESEARCH. XVIII

7 6.1.4: EDUCATIONAL BACKGROUND OF THE 257 RESPONDENTS IN THE SURVEY : ANALYSIS OF RESPONDENTS WHO HAVE 258 PROFESSIONAL EDUCATION : EMPLOYMENT STATUS OF THE RESPONDENTS IN 259 THE SURVEY : JOB STATUS OF RESPONDENTS : DETAILS ABOUT SELF EMPLOYED RESPONDENTS : DETAILS ABOUT CHILDREN IN FAMILY OF THE 262 RESPONDENTS : DETAILS ABOUT TOTAL MEMBERS IN FAMILY OF 263 THE RESPONDENTS : FAMILY STRUCTURE OF THE RESPONDENTS : MONTHLY INCOME (IN RS.) OF THE 265 RESPONDENTS : PREFERENCE TO BUY DIFFERENT ITEMS : SOURCES OF INFORMATION FOR PURCHASING 267 DIFFERENT ITEMS : FREQUENCY OF VISITING SHOPPING MALLS : TIME OF SHOPPING : PREFERENCE FOR COMPANION WHILE 270 SHOPPING FROM THE SHOPPING MALLS : OPINION ON SHOPPING MALL OVER 271 TRADITIONAL RETAIL SHOP (KARYANANI DUKAN) : FREQUENCY OF VISITING TRADITIONAL RETAIL 274 SHOP : DECISION TAKING PATTERN FOR DIFFERENT 275 ITEMS CONSIDERATION AND COMPARISON OF 281 DIFFERENT BRANDS WHILE BUYING : NO. OF DEALERS APPROACHING : BRAND LOYALTY OF THE RESPONDENTS. 283 XIX

8 6.1.24: BENEFITS OF BRAND LOYALTY : CIRCUMSTANCES OF BREAKING BRAND 285 LOYALTY SHOP LOYALTY OF THE RESPONDENTS : CONTACT OF SHOPPING MALLS FOR ANY 287 COMPLAINT : WAY OF CONTACTING SHOPPING MALL FOR 288 COMPLAINT : REASONS FOR COMPLAINT BEHAVIOUR OF CUSTOMER CARE STAFF OF 290 SHOPPING MALLS : TIME TO RESOLVE CUSTOMER COMPLAINT : PROBLEMS DURING CHOICE OF SHOPPING 292 MALLS : SATISFACTION ABOUT SERVICES PROVIDED BY 293 SHOPPING MALLS : VIEW / OPINION ABOUT SHOPPING MALLS FOR 294 BUYING 6.2 : TESTING OF HYPOTHESIS : HYPOTHESIS NO HO: THERE IS NO ASSOCIATION BETWEEN AGE AND PERCEPTION ABOUT SHOPPING MALLS OVER TRADITIONAL FORM OF RETAILING. HI: THERE IS ASSOCIATION BETWEEN AGE AND PERCEPTION ABOUT SHOPPING MALLS OVER TRADITIONAL FORM OF RETAILING : HYPOTHESIS NO HO: THERE IS NO ASSOCIATION BETWEEN AGE AND FREQUENCY OF VISITING SHOPPING MALLS. HI: THERE IS ASSOCIATION BETWEEN AGE AND FREQUENCY OF VISITING SHOPPING MALLS : HYPOTHESIS NO HO: BRAND LOYALTY IS INDEPENDENT OF XX

9 GENDER OF CUSTOMERS. HI: BRAND LOYALTY IS DEPENDENT OF GENDER OF CUSTOMERS : HYPOTHESIS NO 4 HO: THERE IS NO ASSOCIATION BETWEEN GENDER OF CUSTOMERS AND BENEFITS OF BRAND LOYALTY. HI: THERE IS ASSOCIATION BETWEEN GENDER OF CUSTOMERS AND BENEFITS OF BRAND LOYALTY : HYPOTHESIS NO 5 HO: THERE IS NO ASSOCIATION BETWEEN AGE OF CUSTOMERS AND BRAND LOYALTY. HI: THERE IS ASSOCIATION BETWEEN AGE OF CUSTOMERS AND BRAND LOYALTY : HYPOTHESIS NO 6 HO: THERE IS NO ASSOCIATION BETWEEN AGE OF CUSTOMERS AND BENEFITS OF BRAND LOYALTY. HI: THERE IS ASSOCIATION BETWEEN AGE OF CUSTOMERS AND BENEFITS OF BRAND LOYALTY : HYPOTHESIS NO 7 HO: TIME OF SHOPPING IS INDEPENDENT OF AGE OF CUSTOMERS. HI: TIME OF SHOPPING IS DEPENDENT OF AGE OF CUSTOMERS : HYPOTHESIS NO 8 HO: THERE IS NO ASSOCIATION BETWEEN EDUCATION OF CUSTOMERS AND PERCEPTION ABOUT ORGANISED FORM OF RETAILING OVER TRADITIONAL FORM OF RETAILING. H1: THERE IS ASSOCIATION BETWEEN EDUCATION OF CUSTOMERS AND PERCEPTION XXI

10 ABOUT ORGANISED FORM OF RETAILING OVER TRADITIONAL FORM OF RETAILING : HYPOTHESIS NO 9 HO: THERE IS NO ASSOCIATION BETWEEN GENDER OF CUSTOMERS AND PROBLEMS WHILE CHOOSING SHOPPING MALLS. HI: THERE IS ASSOCIATION BETWEEN GENDER OF CUSTOMERS AND PROBLEMS WHILE CHOOSING SHOPPING MALLS : HYPOTHESIS NO 10 HO: SATISFACTION ABOUT SERVICES PROVIDED BY SHOPPING MALLS IS INDEPENDENT OF GENDER OF CUSTOMERS. HI: SATISFACTION ABOUT SERVICES PROVIDED BY SHOPPING MALLS IS DEPENDENT OF GENDER OF CUSTOMERS : HYPOTHESIS NO 11 HO: BRAND COMPARISON IS INDEPENDENT OF EDUCATION OF RESPONDENTS. HI: BRAND COMPARISON IS DEPENDENT OF EDUCATION OF RESPONDENTS : HYPOTHESIS NO 12 HO: THERE IS NO ASSOCIATION BETWEEN EDUCATION OF CUSTOMERS AND NO OF DEALERS APPROACH WHILE BUYING DIFFERENT ITEMS. HI: THERE IS ASSOCIATION BETWEEN EDUCATION OF CUSTOMERS AND NO OF DEALERS APPROACH WPIILE BUYING DIFFERENT ITEMS : HYPOTHESIS NO 13 HO: VIEW ABOUT SHOPPING MALLS IS INDEPENDENT OF GENDER OF CUSTOMERS XXII

11 HI: VIEW ABOUT SHOPPING MALLS IS DEPENDENT OF GENDER OF CUSTOMERS. 6.3: FACTOR ANALYSIS : FACTOR ANALYSIS OF PERCEPTION 308 RESPONDENTS REGARDING ORGANIZED RETAILING 6.3.2: FACTOR ANALYSIS OF FACTORS THAT STOP 316 RESPONDENTS GOING TO ORGANIZED RETAIL OUTLET / SHOPPING MALL : FACTOR ANALYSIS OF FACTORS SHOWING 320 PREFERENCE OF THE RESPONDENTS TO SHOP FROM UNORGANIZED RETAIL SHOP 6.3.4: FACTOR ANALYSIS OF FACTORS THAT INDICATES 325 SHOP LOYALTY OF THE RESPONDENTS.: 6.3.5: FACTOR ANALYSIS OF DIFFERENT PRODUCTS 329 THAT ARE PURCHASED BY RESPONDENTS FROM THE SHOPPING MALLS : FACTOR ANALYSIS OF COMMON COMPLAINTS / 334 PROBLEMS OF CONSUMERS / RESPONDENTS AGAINST SHOPKEEPERS / MARKETERS. 7 FINDINGS AND FUTURE SCOPE OF THE 339- STUDY 358 CHAPTER 7.1: FINDINGS OF THE STUDY 339 CHAPTER 7.2: SCOPE FOR FUTURE STUDY / RESEARCH 358 BIBLIOGRAPHY 359 QUESTIONNAIRE 370 RESEARCH ARTICLES 377 XXIII

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