Consumers Behavior and Factor Influencing Utilization of Department Stores Dr.K.S.Rathore * ,Dr.Praveen Sahu **and Dr.

Mukesh Tomar***

Abstract A department store is a large retail establishment consisting of departments that self a wide range of products. The department store make shopping attractive and agreeable. People are influenced by these stores as they provide a variety of products under one roof. Hence it is worthwhile to study the factors that influence consumers to utilize these stores. For this study, consumers opinions are collected and the data is analyzed to determine the consumers buying behavior and he factors that influence them to utilize department stores in the area of study.

* Assistant Professor,Divine International Group of Institutions,SADA,Gwalior (M.P.) Contact No. +91 9926486860, e mail: kishan.13021977@gmail.com. ** Assistant Professor, Govt. .Degree College,Mugaoli, District .Ashok Nagar (M.P.) Contact No. +91 9425122298, e mail: drpraveen_9@rediffmail.com. *** Assistant Professor,GICTS,Gwalior (M.P.) Contact No.+ 91 9575854003,e mail: Mukesh.tomar.in@gmail.com.

Consumers Behavior and Factor Influencing Utilization of Department Stores Dr.K.S.Rathore * , Dr.Praveen Sahu ** and Dr.Mukesh Tomar***

In present economic scenario departmental store playing a vital role to influence consumers choice by offering verity of goods and services. In this connection the researcher have tried to study to factors influencing choice of consumer in purchase decision. A department store is a large retail establishment consisting of departments that self a wide range of products. The department store make shopping attractive and agreeable. People are influenced by these stores as they provide a variety of products under one roof. Hence it is worthwhile to study the factors that influence consumers to utilize these stores. For this study, consumers opinions are collected and the data is analyzed to determine the consumers buying behavior and he factors that influence them to utilize department stores in the area of study.

INTRODUCTION: Department stores are large retail establishments selling a variety of products like home furnishing appliances, family apparel, electronics, furniture etc, each in a different parts of the store. According to the US Census Bureau, a department store is a retail store that (1) employs at least 25 people or more; and (2) sells home appliances, family apparel, household linen, and dry goods, each in different parts of the store. For example, one can get shirts and sweaters alongside pants and belts in the mans department of the department store. IMPORTANT INFLUENCING FACTORS: Department stores make shopping attractive and agreeable. There are some factors that influence the utilization of these stores. They have attendants at strategic points to guide customers. Trained salesmen who are courteous and tactful are employed. Recreation facilities in the form of music programs, movies, magic shows, etc, are arranged for the entertainment of the consumer. The departmental stores have lounges restaurants, ice cream bars, reading and writing rooms, telephone booths, beauty clinics, nurseries for small children, lectures, demonstrations, free classes and other arts (art and handicrafts), fashion show and exhibitions. These facilities and services provide a home image to the customers. They also provide credit, orders on telephone,

home delivery, gift-wrapping, exchange of goods and refunding of money in case of dissatisfaction. The department store also includes : (1) Centralize location (2) availability of wide range of goods under one roof (3) freedom to move around the store to view the whole range of goods (4) provision of an almost unbelievable range of services, most of which are free and many of which have no direct connection with the sales. There factors guide the researcher to know which of those mostly influence utilization of department stores in the area of study. OBJECTIVES OF THE STUDY : The objective of the Study are :

To identify the factors influencing the consumers of purchase the products in the department stores. To know the purchase behavior of the consumers in the area of study. To suggest the best media for advertisement.

RESEARCH METHODOLOGY Sample Location: Gwalior City Sample Size : 300 Respondent Sample Procedure: Random Sampling Data Collection Method: Through Questionnaire Research tools: Percentage Method

consumer behavior : The process whereby individuals decide what when, how and from whom to purchase good and services can be termed as the customer or buyer behavior. Marketing program and policies depend upon the customer behavior. The marketing program fails if it is prepared neglecting the consumer behavior. A careful study of consumer behavior will facilitate the store to provide good services to the consumer and get competitive advantages. Hence, it is worthwhile to study the consumers behavior and the factors that influence them to utilize the service of department stores in the study area. INFLUENCES ON THE PURCHASE DECISION : The department stores users purchase decisions and the factors influencing their choice of those department stores were studied hereunder. Questions where framed to study their purchase

decisions and the factors influencing them. The selected sample respondents were asked to fill questionnaires. The factors that influenced the purchase decision were classified into four categories. Self, family members, friends and relatives, and advertisements table 1 shows factors influencing purchase decisions of sample respondents. It can be noted from Table 1 to 41.67% of the respondents took their own decisions. This is followed by 31.67% of the respondents, who were influenced by family members. Table 1 : Factors Influencing Purchase Decision S.No. 1 2 3 4 Purchase Decision Self Family Members Friends and Relative Advertisements Total Purchase Decision 125 95 70 10 300
%

41.67 31.67 23.33 3.33 100.00%

23.33% of the respondents made purchases based on their friends and relatives recommendation. On the other hand, a very meager percentage of respondents made purchases based on advertisements. PLACE OF PURCHASE PRIOR TO THE CHOOSING OF DEPATMENT STORES: An attempt was made to find out the place of previous purchase of the selected respondents, as it provides the reasons for the choice of department stores over ordinary stores. Hence, questions were framed to study their place of previous purchases and the selected respondents were asked to fill in the questionnaires. The places of the respondents previous purchase were classified into two categories. (1) regular grocery shop; and (2) nearest grocery shop. Table 2 shows the distribution of the respondents choice of place of previous purchase. Table : 2 : Purchasing Pattern S.No. 1 2 Purchase Place Regular Grocery Shop Nearest Grocery Shop Total No. of Respondents 175 125 300 % 58.33 41.67 100.00

It can be observed from Table 1 that before choosing the department stores 58.33% of the respondents used to purchase their provisions from regular grocery shop and 41.67% used to purchased from the nearest grocery shop. REASON TO SWITCH OVER: An attempt was made to identify the reasons for switching over to department stores. Few questions were asked to find out correct reasons for change. Table 3 shows the reasons of changing to the department stores. Table :3: Reason to Switch Over S.No. 1. 2. 3 4 Reasons for Change Products Availability Price Quality Attractive Offers Total No. of Respondents 120 48 123 9 300 % 40.00 16.00 41.00 3.00 100.00

It is observed that 41.00% of the respondents changed their purchased place because of quality. This is followed by 40.00% of the respondents, who changed their place of purchase due to easy availability of products. For a reasonable price, 16% of the respondents changed their place of purchase and a very meager percent of the respondents switched over to department stores due to attractive offers. MEDIUM OF ADVERTISEMENT THAT INFLUENCED UTILIZATION: The respondents were asked to express their views on the medium of advertisement. Major media like newspapers, local cable TV, hoardings, wall paintings, and notice and gas balloons were chosen. Table 4 gives the details of the medium of advertisement that influenced the respondents. It could be observed from Table 4 that 43.83% of the respondents were influenced by newspaper advertisements. This is followed by 30.33% of the respondents who were influenced by advertisements through the local TV Channels,12%of the respondents go through hoardings followed by wall panting and 5% read through the bit notices. A meager percent of the respondents were influenced by other means of advertisements. Table : 4 : Medium of Advertisement that Influenced the Preference S.No. 1. 2. 3. 4. Media Newspapers Local cable TV Hoarding Wall Painting No. of Respondents 103 91 36 23 % 34.33 30.33 12 7.66

5. 6. 7. 8

Bit Notice Gas Balloon Radio Dont Know Total

15 12 11 9 235

5 4 3.66 3 100.00

PURCHASE STYLE: The department store users purchase style was studied hereunder. The selected sample respondents were asked to express their purchase pattern, that is, whether they were influenced to choose the department stores by advertisements or they did kit on their own. The purchase pattern was classified into two categories such as purchase based on advertisement and purchase not based on advertisement. The details of purchase style of the selected respondents and their opinion is given in the table 5 underneath. It could be observed from the above the above table that 60.3 % of the respondents made purchase based on the advertisement 39.66 % of the respondents made purchase not based on the advertisement. Table : 5 : Purchase Style S.No. 1. 2. Purchase Pattern Based on advertisement Not based on advertisement Total MEDIA FOR No. of Respondents 181 119 300 THE EFFECTIVE % 60.33 39.66 100.00 PROMOTION OF

SUGGESTION OF THE DEPARTMENT STORES :

The users of department stores were asked to give suggestions for the appropriate media for effective promotion. The respondents were asked to fill up their responses to possible choices of media. The effective media for promotion was classified into four categories such as hoarding, local cable television network, bit notice and newspapers. Table 6 gives a detailed picture of their responses. TABLE 6: SUGGESTION OF THE MEDIA FOR THE EFFECTIVE PROMOTION OF DEPARTMENT STORES S.No. Effective media for promotion No. of respondents %

1 2 3 4

Hoarding Local Cable TV Bit Notice Newspapers Total

33 119 20 128 300

11.00 39.67 6.67 42.67 100.00

From Table 6 it is evident that 42.67% of the respondents expressed that the newspaper is the best medium for effective promotion, 39.67% expressed that the local cable TV channels were the best medium to increase sales volume, and 11% advocated that the hoarding was the effective medium for promotion. A meager percent of the respondents said that bit notice were an effective medium to increase the sales. FINDINGS :

It is noted from the analysis that 41.67% of the consumers take their own decisions (self decision) in purchasing products from department stores. It is noted from the analysis the 58.33% consumers previous purchase was from their regular grocery shop. Most of the respondents changed their place of purchase because of the quality, followed by availability and price. It is noted from the analysis that 34.33% consumers read the advertisement about department stores in the newspapers. It is found from the analysis that 60.33% of the consumers made purchase based on advertisements. It is noted from the analysis that most of the department stores consumers suggest that the newspaper is the best medium to create awareness and to increase the sales in the department stores, followed by local cable television.

SUGGESTIONS : The consumers from the area of study expect more facilities in the department stores; hence, the service providers may focus on providing better service to attract more customers. It is found that the respondents changed their purchasing place due to quality and availability of products, hence, the department stores should focus on providing various brands of different varieties of products.

The department stores should give more advertisement to create awareness about their products and services because consumers also make purchases based on advertisements. Most of the department stores consumers suggest that the newspaper is the best medium to create awareness and to increase the sales. Further, it is highlighted that all stores must display their price list and discount offers legibly. The should also focus on advertisement through local television channels to cover the mass of customers in the area of study.

CONCLUSION : This study not only identifies the factors which influence the utilization of the department stores, but also brought out the consumers behavior in the area of study. This has enabled the researcher to provide certain information about the consumers buying behavior and factors that influenced them to utilize department stores, which will be at an advantage if they follow the suggestions give.