Methodology
The Indian Council for Market Research (ICMR) surveyed Indian consumers in the age-group of 25 and above, using a structured questionnaire, to understand their preferences and reasons to shop at hypermarkets. The survey was conducted in five cities across India – Delhi, Mumbai, Kolkata, Bangalore and Chennai. Sample size: 1,150 respondents.
Where do you buy from – hypermarket or kirana store?
With the growing number of conscious buyers, who are looking for more choices, hypermarkets are fast becoming the new shopping destination for everyday grocery and other products. 75% of the respondents preferred buying from a big air-conditioned hypermarket, like Big Bazar or Spencers, over local kiranawalas.
How often do you shop at a hypermarket?
Almost 38% responded that they shop at least once in a month in a hypermarket – mainly to purchase their monthly stock of household items (and they carry their budget-list for the same). It was followed by 33% of the respondents who shop once in two weeks at their favourite hypermarket.
What are the reasons to go to a hypermarket?
Kiranawalas seem to be losing the battle to hypermarkets. When asked why do you go to a hypermarket – 78% of the respondents rated the amazingly great deals available at these big hypermarkets as the reason. 65% said that they have more options to choose from as there are so many brands on display. 52% loved the in-house, hassle-free shopping experience.
How do you select a particular hypermarket to shop at?
As many as 89% of the respondents rated price of the product as the key parameter affecting their choice of the hypermarket – clearly reflecting the price sensitivity of Indian consumers. What followed next was promotional activities run at the store.
What do you buy from the hypermarket?
Going beyond the grocery items, the Indian customers can now be seen filling their baskets with almost any category you say from hypermarkets – be it toiletries, home furnishings or those bulky washing machines and refrigerators. With all available under one roof at a very competitive price, why take pains to go elsewhere?
What is your monthly family income?
The survey results show that 46% of the consumers visiting the hypermarkets had a monthly household income of Rs.25K-50K. Next category was families with monthly household income of Rs.50,000-1 lakh. Only about 7% of respondents across the five cities had monthly income of over Rs.1 lakh.
Do you think you end-up spending more in a hypermarket?
With so much at display at a very attractive price, the survey revealed that consumers spent much more then what they had planned. Almost 89% of the respondents shared the view. So despite a better price and better bargains (the prime reason to shop at hypermarkets), customers got their pockets pinched.
Do you buy a hypermarket’s own brand?
Most hypermarkets have now come up with their own fleet of products at very economical prices – even cheaper than that of major brands. But 75% of the respondents didn’t prefer to pick the hypermarkets’ own brands. Reason? Not very convinced of the product quality.
