A COMPARATIVE STUDY

OF SELECTED
ORGANIZED RETAIL
OUTLETS AND LOCAL
VENDORS IN FRESH
FOOD (FRUITS AND
VEGETABLES) BUSINESS
OBJECTVES:-
1. To identify the factors influencing the fresh food(fruit & vegetable) business in local
vendors (sabji mandi and thelawala) and organized retail outlets(viz. Reliance fresh,
Spencers, Big Apple, Mother Dairy, Big Bazaar, etc).

2. To compare the customer satisfaction level between local vendors (sabji mandi and
thelawala) and organized retail outlets(viz. Reliance fresh, Spencers, Big Apple, Mother
Dairy, Big Bazaar, etc)

3. To analyze the relative success of organized retail outlets(viz. Reliance fresh, Spencers,
Big Apple, Mother Dairy, Big Bazaar, etc) and local vendors vendors (sabji mandi and
thelawala) in fresh food ( fruits & vegetables) business.

4. To analyze the trend of customer shifts between local Vendors (sabji mandi and
thelawala) and organized retail stores(viz. Reliance fresh, Spencers, Big Apple, Mother
Dairy, Big Bazaar, etc) in buying fresh food(fruits and vegetables).
Dear Sir/ Ma’am

Good __________. I'm _____________, from Amity Business School. I am conducting a survey for the purpose of
my research work and would request you to spare some time regarding the same. This interview will take about 10-
15 minutes. Kindly extend your cooperation by answering the following questions and help me in completing my
research successfully. All the information given by you will remain confidential.

Instruction for filling questionnaire :

Local vendors-Sabjiwala and thelewala

Organized retail stores- Big Apple, Big Bazaar, Spencer’s, Mother Dairy, Any other………………….

1. From where you get your regular fresh food stocks (fruits & vegetables) most of the times?

Organized retail stores. Local vendors both.

2. How frequently do you visit the organized retail stores?

Every time I shop Quiet Often Sometimes Not very often Rarely

3. How frequently do you visit the Local vendors?

Every time I shop Quiet Often Sometimes Not very often Rarely

4. Where from you prefer to purchase you regular fresh food stock (fruits & vegetables) supply?

Organized retail stores Local vendors

5. How do you like to rate the quality of vegetables bought from organized retail stores?

Very good Good Neither good nor bad Bad Very Bad
6. How do you like to rate the quality of fruits bought from Organized retail stores ?

Very good Good Neither good nor bad Bad Very Bad

7. How do you like to rate the quality of vegetables bought from local vendors ?

Very good Good Neither good nor bad Bad Very Bad

8. How do you like to rate the quality of fruits bought from local vendors?

Very good Good Neither good nor bad Bad Very Bad

9. How would you rate the availability of variety ?

(a) In organized Retail Outlet

Very Wide variety of choices---7----6---5-----4-----3-----2------1----Very low in variety of choices

(c) In Local vendors

Very Wide variety of choices—7---6---5-----4-----3-----2------1----Very low in variety of choices

10. How would like to rate them on the basis of price affectivity of the product sold-

(a) In Organized Retail Outlet because

-------- Highly price effective----7---6-----5-----4-----3-----2------1----very low price affectivity

(b) In Local vendors because

-------- Highly price effective---7-----6----5-----4-----3-----2------1----very low price affectivity

11. Overall Satisfaction derived of the shopping experience

(a)Organized retail stores

Excellent customer handling-----7----6 ------ 5-----4-----3-----2------1------Very poor customer handling

Excellent present ability ----7-----6------5------4-----3-----2------1------Very poor present ability

Quick and immediate service ----7------6------5------4-----3-----2------1------ Very slow service

Very close to the residence ----7----6------5------4-----3-----2------1------ Far away from the place of residence

(b) In Local vendors

Excellent customer handling ----7----6------ 5-----4-----3-----2------1------Very poor customer handling

Excellent present ability ----7----6 ------5------4----3-----2------1------Very poor present ability

Quick and immediate service ----7----6------5------4-----3-----2------1------ Very slow service

Very close to the residence ----7----6------5------4-----3-----2------1------ Far away from the place of residence.
12.I would like to purchase more from organized retail outlets than local vendors ------

I get a better bargain--- Strongly Disagree Disagree Uncertain Agree Strongly Agree

I love the ambiance--- -- Strongly Disagree Disagree Uncertain Agree Strongly Agree

I get everything under one roof----- Strongly Disagree Disagree Uncertain Agree Strongly
Agree

Kids prefer to move out to shopping with me if I chose them--- Strongly Disagree Disagree
Uncertain Agree Strongly agree

I get the best Quality--- Strongly Disagree Disagree Uncertain Agree Strongly Agree

Organized retail outlets have the professional sales man ship attitude---- Strongly Disagree
Disagree Uncertain Agree Strongly Agree

Organized retail outlets do not cheat on quantity--- Strongly Disagree Disagree Uncertain Agree
Strongly Agree

13.I would like to purchase more from local vendors than organized retail outlets ------

I get a better bargain---- Strongly Disagree Disagree Uncertain Agree Strongly Agree

Near to my residence--- Strongly Disagree Disagree Uncertain Agree Strongly Agree

I get the best Quality---- Strongly Disagree Disagree Uncertain Agree Strongly Agree

I get to choose from a very wide range of variety---- Strongly Disagree Disagree Uncertain Agree
Strongly Agree

I believe they are garden fresh---- Strongly Disagree Disagree Uncertain Agree Strongly Agree

14. Please rate the correctness of the following statements:-

Earlier I used to buy from Local vendors but now I do prefer retail outlets

Strongly Disagree Disagree Uncertain Agree Strongly Agree

I have shifted back to local vendors as I find it better

Strongly Disagree Disagree Uncertain Agree Strongly Agree

15. Who in your household does most of the shopping of fruits and vegetables?
Male Female

Please fill the following details. They are needed for classification purpose only:

Name: __________________________________________________________________

Your age in years:

1) Under 18 2) 18-24 3) 25-34 4) 35-44 5) 45 and above

Gender: 1) Male 2) Female

Educational Qualification:
1) Matriculate 2) 10+2 3) Undergraduate
4) Pursuing PG studies 5) Post graduate

Occupation: 1) Self-employed 2) Employed 3) Non-Working/ House-wife

4) Student (Studying) 5) Others (Specify)

Annual Household Income:

1) Less than 2 lakh 2) 2 to 5 lakh 3) 5 to 10 lakh 4) 10 lakh & above