CONTENTS

CHAPTER-I introduction ,, i) Introduction ii) Importance of study iii) Objectives of the study iv) Scope of the study v) Research Methodology vi) Literature review vii) Limitation of the study

CHAPTER-II Profile of Shwapna i) About shwapna ii) Organogram of Shwapna iii) Organogram of outlets iv) SWOT analysis ,
CHAPTER-II Research part i) Data collection ii) Data analysis and interpretations
CHAPTER-IV
i) Findings of research

CHAPTER-V Recommendations & Conclusions i) Recommendations ii) Conclusion
CHAPTER-Vi References CHAPTER-Vii Annexure(s) Questionnaire

LIST OF GRAPHS & CHARTS

1. Customer s monthly income 2. Customers visit Shwapna 3. Purpose behind visiting Shwapna 4. Products mostly purchased by customers 5. Expenditure pattern of customers 6. Time spent by customers 7. Comparison of footfalls in weekdays and weekends 8. Customers’ preference of timing to visit Shwapna 9. List of products and purchasing products on an unplanned basis 10. Brand preference of customers in Shwapna. 11. Comparison of brand preference on different product category 12. Mode of payment of customers in Shwapna. 13. Comparison of factors which encourages customers to come 14. Services of the sales personnel in Shwapna 15. Customers’ mode of transport to Shwapna 16. Parking space availability in Shwapna

CHAPTER - I

I. Introduction II. Objectives of the study III. Scope of the study IV. Importance of study V. Research methodology VI. Literature review VII. Limitation of the study

Introduction

As customer’s tastes and preferences are changing, the market scenario is also changing from time to time. Today’s market scenario is very different from that of the market scenario before 1990. There have been many factors responsible for the changing market scenario. It is the changing tastes and preference of customer which has bought in a change in the market. Income level of the people has changed; life styles and social class of people have completely changed now than that of olden days. There has been a shift in the market demand in today’s world. Technology is one of the major factors which is responsible for this paradigm shift in the market. New generation people are no more dependent on haat market and far off departmental stores. Today we can see a new era in market with the opening up of many departmental stores, hyper market, shopper’s stop, malls, branded retail outlets and specialty stores. In today’s world shopping is not any more tiresome work rather it’s a pleasant outing phenomenon now.
Our study is based on a survey done on customers of hyper market named Shwapna. Shwapna is a kind of super shop which came into existence in Bangladesh 2008. It is a type of market where various kinds of products are available under one roof. Our study is on determining the customer’s buying behavior of customer’s in Shwapna and the satisfaction level of customers in Shwapna. Our study will find out the current status of Shwapna and determine where it stands in the current market.

This market field survey will help in knowing the present customers tastes and preferences. It will help me in estimating the customer’s future needs , wants & demands.

Rationale of the Study

The study shows customers buying pattern with Shwapna in Dhaka. It provides guideline for further research in Dhaka for organized retail. Research says about customer buying behavior towards Shwapna in Dhaka. The study rate of customer satisfaction level with Shwapna for Dhaka. The research is also important to identify Market size, growth and Market Potential of Shwapna in Dhaka. The research shows future Scenario of Shwapna in current perspective. The study shows Opportunities and challenges for Shwapna in respect of internal & external environment. The research says about main competitors in the field of organized retail sectors. The study provides help to know the customers satisfaction with Shwapna stores.

OBJECTIVES OF THE STUDY

1. To find out the buying behavior of the customers living around the outlets located in different areas in Dhaka coming in to Shwapna .
2. To determine the current status of Shwapna.

3. To find out the factors of customers response towards Shwapna.

4. To study the satisfaction level of customers in different attributes of Shwapna.

Research Methodology

Technology, customers tastes and preferences play a vital role in today’s generation. Research Methodology is a set of various methods to be followed to find out various information regarding market strata of different products. Research Methodology is required in every industry for acquiring knowledge of their products.

Area of study: The study is exclusively done in the area of marketing. It is a process requiring care, sophistication, experience, business judgment, and imagination for which there can be no mechanical substitutes.

Research Design - Exploratory Research.

Sampling Design: Non Probability sampling- Convenience sampling

Sample Size: 100 Customers

Data Collection : - Data are collected from various customers, who shop Shwapna ,through personal interaction. Specific questionnaire were prepared for collecting data. Data were collected with mere interaction and formal discussion with different respondents. Some other relevant information are collected through secondary data

Tools of Analysis : - The market survey about the techniques of marketing and nature of expenditure is carried out by personally interacting with the potential customers in Shwapna.

LITERATURE REVIEW

The better the firm understand its consumer, the more likely it becomes successful in the market place: the management of famous US Company Procter and Gamble stated “our business is based on understanding the consumer and providing the kind of products that the consumers want. We place enormous importance on our product development area and our marketing area, and our people knowing the consumer. Knowledge of consumer behavior would render immense help for planning and implementing marketing strategies.

Unique customer perception (UCP): Unique Customer Perception is what is required by companies instead of Unique Selling Proposition. It is ultimately that customer look for satisfaction based on the picture of perception derived from various sources. If these perceptions of customer can be analyzed then promotion would be easier for customer centric marketing. This has lead to the concept - “Customer Perception is the Rule and not Customer Satisfaction”.

Satisfy customers perception is the biggest challenge: In meeting customers' requirements and measuring customers' satisfaction indexes, customer perception should be definitely a key consideration. Qualified services in the operation execution layer, technical management layer and business development layer are necessary. It is more important to understand customer expectations and make efforts to exceed their expectations. In customer satisfaction management, the biggest challenge is customer perception management, or customer perception satisfaction. The major characteristics of service is intangible, hence the core value of services is not like a physical product but the spiritual experience and perception of customers. The final aim and ideal effect of service provisioning is to have customers perceive and enjoy the service. Such perception is both at psychological and behavior levels, and it is the contents of high quality life in the modern society. Customers are seeking for material deliverables as well as perceptive enjoyment when purchasing a service product. Since perceptive enjoyment is a vital service objective, one of the key service management objectives shall be meeting customers' perceptive enjoyment.

Limitations of study

Certain limitations do creep in a research study due to constraints of the time, money and human efforts, the present study is also not free from certain limitation, which were unavoidable. Although all effort were taken to make the result of the work as accurate as possible as survey but the survey have following constraints.
I- Some customers were not willing to give appointment due to their busy schedule.
II- Due to time constraint and other imperative work load during that period it could not be made possible to explore more area of concern pertaining to study . some outlets which are out of Dhaka could not be reached.
IV- Shwapna being very new in the market, the HR department was reluctant to give some information that they found confidential and subversive to their business. For example they just made their board of directors but they did not give any information regarding the issue. So, the researches were not able to put that data.
V-Due to fast pace of life, some customers were not able to do justification to the questionnaire.
VI-Personal biases might have come while answer the questionnaire.
VII-As per company rule many information was not disclose as the manager are busy in their daily schedule. It is not possible for us to spend more time in interaction with them.

CHAPTER-II

Profile of Shwapna

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Shwapna: kaster takay shresta bazaar

With the objective of letting people shop under the one roof, Shwapna initiated its journey under the company ACI in 2008. As soon as it came into existence it took up the strategy of omnipresent of its outlets in every areas of Dhaka and in line with the mission it is now running around 41 outlets whereas Agora that launched its venture in 2000 is on an attempt to its 11th outlets only .Shwapna is a blend of a typical Bangladeshn Bazaar and International supermarket atmosphere with the objective of giving the customer all the advantages of Quality, Range and Price associated with large format stores and also the comfort to See, Touch and Feel the products. Shwapna strategically focuses on getting people habituated to an environment where they can buy every category of products including groceries, vegetable, baker items, baby foods, fish, meat etc . Where they can find products at fair price with no chaotic bargaining found in the traditional unorganized wet markets or haat. Agora and other shops being few in number, Shwapna is now able to serve each and every area in Dhaka.
Products available in Shwapna
|Baby food | processed milk |
|Confectionary |Groceries |
|beverage | Toiletries |
|Drinks |Vegetables |
|fish |gift hampers |
|Fruits |Electrical items |
|health food |Cleaning |
|Meat |Cereals |
|basic households |Condiments |
|body care |paper accessories |
|Perfume |Pastas |

The price that Shwapna offers for their 15 categories of products are not anomalous to other super shop . It charges the same prices as Agor , Nandan and other Super shops charge for the same products. But for items like vegetables , fish and meat it charges a little higher than those of the Traditional haat . All the outlets of Shwapna basically truck its products directly from its head office .
As regard promotion ,Shwapna uses sign boards at deferent populous areas to let people aware of the offers they are giving for different occasions . besides it places the new products outside the outlets to promote the products .

The hierarchy of board of directors of Shwapna and the hierarchy of the outlets

SWOT ANALYSIS OF SHWAPNA

A SWOT analysis is done to know the strengths, weaknesses, opportunities and threats of any company. This analysis will explain about the strengths, weaknesses, opportunities and threats of Shwapna.

Strengths of Shwapna • Large variety option • Cheap price • Huge customer Base • Volume sales • Large number outlets in almost every area of Dhaka

Weaknesses of Shwapna

• Low physical evidence in comparison to Agora. • Unable to provide enough parking space to its customers • Sales personnel are not as expert as in other super stores

Threats for Shwapna • Opening up of other superstores . • Convenience of customers to other super stores. • Availability of products in other retail outlets.

Opportunities for Shwapna

• To open up more and more number of Shwapnas in different cities of the country. • To grab the rural market • To bring in the customers of other retail outlet by dealing with more categories of products. • Add more products to its product category

.

CHAPTER -III

iii) Data collection iv) Data analysis and interpretations

Data Collection
Data can be classified under two categories depending upon the sources utilized. These categories are,
i) Primary data ii) Secondary data
DATA COLLECTION
Data is collected by using various methods. For the purpose of fulfilling the objective of study and for completing the Research project Report, both primary and secondary data collected.
PRIMARY SOURCES:
Questionnaire
Keeping in view the objective of study a questionnaire (as given Annexure) was selected there is Twenty in all. All questions are small in size and arranged logically. The language is simple to understand.
Interview
Information was also obtained by conversation with Customers .they were interviewed personally.
SECONDARY DATA: The second information is taken from company document available on websites
The other related journals information and industry association’s sites have also been viewed.

SAMPLING DESIGN
In the backdrop of objective set, a sample study conducted in Dhaka.
SAMPLE SIZE: 100 CONSUMERS contacted during this research work. The nature of sampling is NON PROBABITITY –CONVINANCE SAMPLING helped in keeping the path of research in focus throughout the work.
Collection of the questionnaire
Sufficient time was given to the respondents to answer the questionnaire.
Problem faced while collecting and filling questionnaire
Some of the respondents were hesitant to answer the questionnaire.
Some respondents did not want to answer the questionnaire, so they left it unanswered.
Where the respondents did not find the relevant answer in his choice provided, they added they added their own choice or left it unanswered.

Tabulation
After all the questionnaires were collected back, the responses were tabulated.
Each answer of the respondent was tabulated to its respective category.
This tabulation of respondents’ data is at the end of the research on the appendix part.

ANALYSIS
We have done a market field survey on Shwapna. we have surveyed around 100 respondents of Dhaka who come to visit Shwapna. A specific questionnaire is prepared for the customers and data is obtained from them by moving around Shwapna and personally interacting with them. The customers gave me valuable information regarding their consumption pattern in Shwapna. We collected all those information and a proper analysis is done.
All the analysis and its interpretations are discussed below. Each of the analysis is done as per the information obtained from the customers and a serious interpretation has been done to best of our effort.

Customer s monthly income
|(more than 60,000) |5% |
|(40,000-60,000) |25% |
|(20,000-40,000) |45% |
|(below 10,000) |25% |

Analysis: The above diagram shows the distribution of income level of customers coming in to Shwapna. Among the 100 respondents 45% of customers are of income level between tk.40-60 thousands per month. Least number of customers visiting Shwapna are of income level (> Rs.60000 pm) that constitute only 5%. The income of >10 thousand coming to Shwapna constitutes of 10%. Shwapna is the hub of shopping for middle level (20-40thousand) income group people because of its reasonable price on its each product category. The higher level income group people don’t prefer to do shopping in Shwapna as they are still loyal to Agora that already made it more attractive than Shwapna . The middle income group people come in to Shwapna as they get goods at a discounted price. Hence Shwapna should include more branded products in its product category which will encourage higher income group people to come in to Shwapna some other types of products like apparel. Probably not much of lower income group people come to Shwapna as they don’t like to have any shopping experience rather they just go for nearby store where they can get their necessity goods. Even they purchase goods on a regular basis on a small quantity. So they don’t have much interest to come to Shwapna and do shopping.

Customers visit Shwapna

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|Weekly |19% |
|Monthly |51% |
|Quarterly |20% |
|On unplanned basis |10% |

Interpretation: From this we interpret that in Shwapna 51% customers visit monthly, 19% customer visit weekly 21% customers visit quarterly and 10% customers visit on planned basis , it means mostly customers visit month and monthly basis for purchase their requirements.

Purpose behind visiting Shwapna

|Shopping |70% |
|Outing |10% |
|Both |20% |

Interpretation: From this we interpret that Shwapna is purely a super shop that facilitates a certain kind of ambience and decorum to the people that they also visit it for the purpose of outing. The infrastructure and ambience of Shwapna is so that people even like to go there even also they don’t have to purchase anything. People enjoy doing shopping in Shwapna. This is very nice for it as often customers.

Products mostly purchased by customers in Shwapna

|Grocery |70% |
|Food Item |70% |
|Vegetables(fish/meat) |50% |
|Gift Item |10% |
|Any other Item |10% |

Cosmetics item 60%

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Interpretation: From this analysis we interpret that customers demand are high for grocery and food items followed by vegetables in Shwapna. Gift items and other items are not much in demand by the customers. I can interpret that grocery and food items are the major products which hold maximum number of customers. So Shwapna should maintain its low pricing and product quality to keep hold of the customers and also it should keep more qualitative products of gift items so that people would go for more purchase of these items from it. Shwapna has many local branded products of grocery and cloths and it is successfully selling it.
Expenditure pattern of customers coming in to Shwapna

|Below tk.500 /single visit |20% |
|500-1000 /single visit |35% |
|1000-1500 /single visit |30% |
|1500-2000 /single visit |15% |

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interpretation: We can clearly see from this graph that majority of the customers spend a lot in Shwapna that is 35% of people spend more than Rs500-1000 in a single visit to Shwapna. These customers are mostly the customers who buy groceries and vegetables. The research entails that people with income from 20 to 40 thousands constitute this segment. 20% belongs to the students and low income people who spend below 500 per visit and love outing most. Customers with high income who spend around two thousands on each visit annex 15%.

Time spent by customers in shopping in Shwapna

|Less than half an hour |45% |
|Half an hour to 1 hour |50% |
|1 hour to 1 1/2 hours |5% |

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Interpretation: As per the given data persons who spend half an hour or less than half an hour in Shwapna are those persons who basically buy planned list products like groceries and vegetables .such people constitute 45%. Those who are very choosy and buy products with no planned list or gift items or cosmetics items spend much more time and they are 50% in number. Customers basically students and customers with unplanned manners constitute 5%.

Comparison of footfalls in Shwapna
|Weeks days 5% | |
|Weekends 95% | |

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Interpretation: we can clearly interpret from this that most of the people tend to visit Shwapna in weekends rather than that of week days. There are more footfalls in Shwapna in weekends than that of week daysThe infrastructure can be changed a bit in week ends so that customers can see more products clearly and can move around comfortably. In order to bring in more number of customers in week days Shwapna should provide some schemes in week days which will encourage people to come in to it in week days also.. It should not spend much money in advertising and displaying of products in weekdays rather it should advertise and display products more in weekends as more number of people comes in weekends.

Customers preference of timing to visit Shwapna
|10 A.M - 1 P.M |30% |
|1 P.M – 3 P.M |5% |
|3 P.M – 6 P.M | 4% |
|6 P.M – 10 P.M | 61% |
| | |

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Interpretation: From the above analysis we interpret that evening time is the peak time for Shwapna and day time is the off peak time for Shwapna. There is more number of people found in Shwapna during evening time than that of day time. Probably more of products are being sold during evening time in Shwapna than that of day time. Shwapna shall provide some special offerings during day time so that more people should come in during day time. It could offer some special kind of product in daytime which will be not available during evening time. In this way it will bring in more number of people during day time for getting the special kind of products but along with that it will be able to sell other products as people do impulse buying at Shwapna.

Brand preference of customers in Shwapna
|Yes |81% |
|No |2% |
|Depends on category |19% |

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Interpretation: the data derived from the respondents indicates that 81% of the consumers visiting shwapna day or night time are very much preferential to branded products. it is seen in the outlets that when customers buy their necessary they always focus on whether the products are of brad or not . Depending on category some customers also buy products as long as it is branded.

Comparison of brand preference on different product category

Grocery 9% Food items 51%
Electrical items 68%
Gift items 40%

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Interpretation: From this the research interprets that some of the products brand are pre decided in advance and for some of the products customers don’t at all pre decide any brand. As per electronic goods are concerned customers pre decide the brand as many branded electronic products are available in Shwapna. The customers pre decides brands on and grocery most.

cash 83% debit 12% credit card 5%

Mode of payment of customers in Shwapna

[pic].

Interpretation: As per the obtained data we interpret that a good number of people make cash payment in Shwapna. A fraction of people uses their debit card for payment in Shwapna and a very few people uses credit card for payment. we can interpret that quick exchange of money for goods is done in Shwapna as most of the people mode of payment is cash payment. Hence sometimes Shwapna has to wait for a shor tt time period as some of the customers make their payment through credit and debit card. It is found from the data that the percentage that constitute debit or credit cards are from those outlets at uttara , Dhanmondi ,and Banani . So, the customers outside those areas pay in cash and construct the lion portion.

factors which encourages customers to come in to Shwapna
|Price | 60% |
|Service |11% |
|Ambience |26% |
|Product Variety |81% |
|Product Quality |80% |
|Convenience |61% |

[pic]
Interpretation: most respondents are encouraged to come to Shwapna because of its price, availability of variety of products, product quality and convenience.Around 81% of the total respondent said they are mostly encouraged to come to Shwapna as it has variety options. Even most of the customers said that they get goods there in a fair price and so they come in to it. Many customers also said that they feel good about the ambience provided by Shwapna. Around 26% of customers also said that convenience is also another factor which leads them to come to Shwapna. Product quality is rated at very low that is only 20% which encourages the customers to come to Shwapna. From the data it seems that service is yet to increase as it has the least number of respondents.

Services of the sales personnel in Shwapna Very good 1% Good 5% Ok 80% Poor 10% Very poor 4%

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Interpretation: most respondents say that the service and co operation from the sales personnel is alright and their percentage is 80%.Some people say that the service that the personnel render in the stores is not up to the standards they expect .
Moreover ,in some outlets of the core Dhaka the personnel are not experienced enough. That leads to the very poor portion

Customers’ mode of transport to Shwapna

|Hired Vehicle |75% |
|Two-wheeler |5% |
|Four-wheeler |10% |
|Any Other |10% |

[pic]

Interpretation: From the above data It is interpreted that majority of the respondents come to Shwapna by hired vehicles. In new Dhanmondi and Uttara outlets customers come by their own private car that comprises 10%.The rest of the respondents come on foot or other ways.

CHAPTER-IV

Findings

FINDINGS
1. Most of the customers buy their requirement in Shwapna on the basis of monthly and weekly basis. Customers realized that Shwapna stores provide variety of products/service with reasonable price.
2. At present time Shwapna provide different types of product assortments to the customers.
3. Continuously opening of Shwapna chains in capital citiy, increasing quantities of the customers & profit show that Shwapna most accepted name in organized retail chain in Bangladesh.
4. Shwapna mainly deal with middle income group people who want qualitative product with reasonable cost.
5. Shwapna has begun to earn a good reputation of itself in the market.
6. Shwapna has positioned itself in the market with more outlets and less price.
7. Shwapna holds a huge customer base. The majority of customers belong to middle class family.
8. Impulse buying behavior of customers comes in to play most of the times in Shwapna.
9. There are more than 41 Shwapnas in different cities of Bangladesh, it seems that there is a vast growth of Shwapna lying as customers demand is increasing for Shwapnas.
10. Shwapna is a hypermarket as it provides various kinds of goods like grocery, stationary, food items, electrical items, leather items, watches, jewellery, crockery, decorative items, chocolates and many more. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year.

CHAPTER-V

SUGGESTIONS
&
Conclusion

SUGGESTIONS

• Shwapna should include some other items of products that the study finds in other outlets like apparel and shoes found Big Bazaar.

• Shwapna should provide parking space for its customers so that they can easily park their vehicles.

• It should make different cash counters for different customers. Cash counter and credit card payment counter should be placed differently in order to reduce the rush and save the customer’s time. This will be a kind of motivator for the customers of Shwapna.

• The breadth of the product need to be prolonged.

• The service of the sales person is needed to be improved. Personal care should be taken by the sales person for the customers so that the customers feel good.

• During the off peak hour’s Shwapna should provide some offers to its customers so that people would be encouraged to come to Shwapna during off peak hours. The customers who are present in the mall during the off peak hours of Shwapna will definitely go in to Shwapna if surprise offers are made at that time.

• Customer care department is needed to take proper care of customer complaints and queries. The person sitting at the help desk of Shwapna should be able to provide all necessary information to the customers whenever it is required. A customer suggestion box can be introduced.

• The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to Shwapna during those days.

Conclusion
Shwapna is a major shopping shop for today’s customers. It is a place where customers find variety of products at a reasonable price but under one roof. Shwapna has a good reputation of most outlets in the market though has been in the industry for 3 years in the market. It has positioned itself in the market with most outlets and less price. It holds a huge customer base. The majority of customers belong to middle class family. The youth generation also likes shopping and moving around Shwapna. Volume sales always take place in Shwapna. Impulse buying behavior of customers comes in to play most of the times in Shwapna.

Shwapna is a hypermarket as it provides various kinds of goods like grocery, stationary, food items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport items, chocolates and many more. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year. It holds a large customer base and it seemed from the study that the customers are quite satisfied with Shwapna. As of now there are 41 Shwapnas in different cities of Bangladesh, it seems that there is a vast growth of Shwapna lying as customers demand is increasing for Shwapnas.

Shwapna is a hypermarket store where varieties of products are being sold on different product category. It has emerged as a hub of shopping specially for middle class people.
Different types of products starting from a baby food to chocolates all are available under one roof. In Dhaka it is the middle class people who mostly do marketing from Shwapna. Even most of the people do their monthly shopping from Shwapna. People not only visit Shwapna to do shopping but also visit for outing purpose as it provides a very nice ambience to its customers. As people go to malls they just tend to move around Shwapna whether it is for shopping purpose or for outing purpose. Grocery and food items are the products which are demanded most by the customers in Shwapna. The major drawback of Shwapna is that it lacks in providing enough parking space for its customers. This may discourage the customers to come to Shwapna and shop as they face difficulty in parking their vehicles.

CHAPTER –VI
References

Bibliography
BOOKS
► Kotler Philip, marketing management, (Pearson education, 12th edition)
► Malhotra K. Naresh, marketing research (An applied orientation), Research design, (Prentice hall of Bangladesh pvt. 5th edition)
► Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)
► Louden D.L. & bitta delia consumer behavior ( tata Mc. Graw hill, 4th edition )
► Newman A.J. and Cullen P,Retailing,Environment and operations(Vikas,1st Ed.)

►Consumer Behavior
INTERNET WEB PAGE And JOURNALS

• Organizedretail.co.in • http://www.scribd.com/doc/34579885/Consumer-Buying-Behaviours-Towards-Organised-Retail-Outlets • http://bangladesheconoour.wordpress.com/category/retail/ • http://en.wikipedia.org/wiki/List_of_department_stores_by_country#.C2.A0Bangladesh • • Retail seminar. In • Literature review on Shwapna.com • Retailing.co.in • Daily star

CHAPTER –VII Annexure(s)

ANNEXURE(S)

We are conducting a research on supermarket. we are collecting information from you to do this research. we will be glad if you give information properly. we can assure you that your information will be kept secret.

|Name: - |
|Age: - |
|Gender: - |
|Address: - |
|Qualification: - |
|Profession: - |
|Ph. |

1. What’s your monthly income?
|Below 10,000 | |
|20,000 – 40,000 | |
|40,000 – 60,000 | |
|More than 60,000 | |
| |

1. How frequently do you visit Swapna?
|Weekly | |
|Monthly | |
|Quarterly | |
|On unplanned basis | |

I. What is the purpose behind visiting Swapna?
|Shopping | |
|Outing | |
|Others | |

II. .What type of products do you mostly purchase in Swapna?
|Grocery | |
|Vegetables | |
|Food Item | |
|Electronic Item | |
|Gift Item | |
|Cosmetics items | |
|Any other Item | |

III. On an average how much amount of money do you spend in a visit to Swapna?
|Below 500 | |
|500 – 1000 | |
|1000 – 1500 | |
|1500 – 2000 | |
|More than 2000 | |

IV. How much time do you spend in a visit to Swapna?
|Less than half an hour | |
|Half an hour to 1 hour | |
|1 hour to 1 ½ hours | |
|1 ½ hours to 2 hours | |
|More than 2 hours | |

V. Which days of the week do you prefer to visit Swapna?
|Week days | |
|Weekends | |

VI. Which time of the day do you mostly prefer to visit Swapna?
|10am – 1pm | |
|1pm - 3pm | |
|3pm-6pm | |
|6pm – 10pm | |

VII. Do you go with a planned list of products to be purchased from Swapna? a) Yes b) No c) some time

VIII. Do you prepare a list of brands in advance when you visit to Swapna? a) Yes b) No c) Depends on category

IX. In which categories of products do you pre-decide the brands?
|Grocery | |
|Gift Items | |
|Cosmetics | |
|Food item | |
|Any other Item | |

X. What is your mode of payment in Swapna? a) Cash payment b) Credit Card c) Debit Card

XI. What encourages you to visit Swapna?
|Price | |
|Service | |
| c Ambience | |
|Product Variety | |
|Product Quality | |
|Convenience | |

XII. How would you rate the services of the sales personnel in Swapna on a 1 – 5 scale?
|Very good | |
| Good | |
| Ok | |
| Poor | |
| Very poor | |

XIII. Which type of your convenience to Swapna?
|Hired vehicle | |
|Two-wheeler | |
|Four-wheeler | |
|Any other | |

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