Research on Supermarket of Bangladesh

This is a comprehensive research on the supermarket of Bangladesh where we have tried to find out the customers overall view, attitude and their behavior towards the supermarket. Besides, we have tried to implement our knowledge that we have learned so far from this course to find out some inner question answers from the actual customers of supermarket that help us a great deal to come up with some key findings as well as recommendations. This findings and recommendations that we have given after a comprehensive research that will help us and especially the supermarkets of Bangladesh to know that what kind of services they are providing their customers, what should they do to satisfy their customers, and how they will implement these activities to satisfy their customers which will help to boost up their business.

BACKGROUND

This study has been accomplished as an important task of the project work for the Marketing Research course at NorthSouthUniversity under the supervision of our honorable faculty MD. MONIRUZZMAN. Moreover, the objective of this project is to implement of the learning materials in the practical field of work which will prove the understanding of the learning materials. In addition, this work helps us to make a clear understanding about the implementation side of these learning materials in various fields specially using the stat Pac for windows software which will have a great positive impact in our future life.

RESEARCH OBJECTIVES AND GOALS

The main objective of the research is to find out the comprehensive information from the supermarket customers in terms of their attitude, behavior, choice, and different filling including the external and internal feelings when they purchase their grocery items from the supermarkets. In addition, we have some others mottos that we have tried to find out when we collect the data from the supermarket customers which include- the customers demographic profile, there preferences, product range of the supermarket, purchasing frequency, internal and some external facilities that influence a customer to purchase more from supermarket, customer expectation regarding the supermarket service, and the impact of various promotional offers on customers.

MATHOD OF COLLECTING THE DATA

Primary data:

We have collected the primary data from the field survey using the questionnaire from those people who go to the supermarket for their grocery shopping.

Secondary data:

We also collect the secondary data for the assistance of our research work. Besides, for collecting the secondary data we use our book which is provided by our faculty.

RESEARCH METHOLODOGY

The research methodology based on some steps these are as:

Identify the population:

We first identify our population for conducting the research on supermarket of Bangladesh from the vast number of population at Dhaka city.

Determine the sample size:

Then we determine the total sample size 35 among the total population for accomplishing our research. Where we set up some sampling criteria which are as follows:

• Our respondent:
  • People who regularly go to the supermarket for their grocery shopping.
  • People who have the sufficient financial capability to go to the supermarkets.
  • We exclude the people who are under aged and belonging to the minor group.
• Condition of sample

• Sample source: we collect the data for our research from the top five supermarkets that are situated in Dhaka.

 OUR MAIN ASSUMPTION OF RESEARCH

Our main assumptions are based on some crucial steps these are as follows:

Customers: Here, our target customers are those people who go to the supermarket in a regular basis for their accomplishment of their grocery shopping.

Targeted supermarkets: Our targeted supermarkets are Agora, PQS, Nandan, Mina Bazaar and Almas.

Chorological steps of the research work

LIMITITIONS OF THE RESEARCH:

• Since this is the research which largely depends on the field survey as a result we have to depend on the survey result. For this reason, in some cases we get the poor result which makes our survey difficult.
• In some cases we don’t get the proper help from the interviews which limit our research capacity.
• In some cases where we had to go to the supermarket and that time we don’t get the proper assistance from the authority which constrain our research capacity.

CORRELATIONS

Stat Pac for windows

Variable in the analysis- Descriptive statistics for analysis:

Pearson’s Product-Moment Correlation Matrix

There is a positive correlation between household income (v3) and top up expenditure (V11) and that is .160.

Comment:

It means if people income increase then there top up expenditures will also increase with there income as it is considered to be the daily needed commodity of life.

Variable in the analysis- Descriptive statistics for analysis:

Pearson’s Product-Moment Correlation Matrix

There is a positive correlation between average weekly expenditure on both supermarkets and shops (v5) and average weekly expenditure on supermarket product (V6) and that is .812.

Comment:

It means people spend for their regular commodities and grocery products proportionally in both supermarkets and shops.

Variable in the analysis- Descriptive statistics for analysis:

Pearson’s Product-Moment Correlation Matrix

There is a negative correlation between age (v2) and frequency of grocery purchasing (V7) and that is .812.

Comment:

It means there is week relationship between age and frequency of grocery purchasing because any age people can purchase their grocery when it is nodded.

Variable in the analysis- Descriptive statistics for analysis:

Pearson’s Product-Moment Correlation Matrix

There is a positive correlation between travel time (v14) and frequency of grocery purchasing (V7) and that is .269.

Comment:

 It means if travel time for the grocery shopping is high then people normally try to less visit in the supermarket for their grocery shopping.

Variable in the analysis- Descriptive statistics for analysis:

Pearson’s Product-Moment Correlation Matrix

There is a negative correlation between gender (v1) and average weekly expenditure on both supermarkets and shops (V5) and that is -.481.

Comment:

It means there is week relationship between gender and the average weekly expenditure on both supermarkets and shops because average weekly expenditure for grocery doesn’t depend on the gender.

Variable in the analysis- Descriptive statistics for analysis:

Pearson’s Product-Moment Correlation Matrix

There is a positive correlation between supermarket most frequently visit (v8) and top up sup (V10) and that is .867.

Comment:

We have seen many people from our survey that they use supermarkets for their grocery shopping as well as their top up shopping as a result there is a positive relationship between the supermarkets most frequently visit and  top up supermarket.

Variable in the analysis- Descriptive statistics for analysis:

Pearson’s Product-Moment Correlation Matrix

There is a positive correlation between house hold Income (v3) and promotional offer (V19) and that is .478.

Comment:

Some customers like the promotional offer as there income level is not so high as a result there is a strong relationship between the promotional offers and the income level.

Variable in the analysis- Descriptive statistics for analysis:

Pearson’s Product-Moment Correlation Matrix

There is a positive correlation between travel distance (v13) and alternative search time (V15) and that is .038.

Comment:

There is a strong relationship between the travel distance and the alternative search time because customers don’t show too much interest to find out an alternative supermarket if it takes too much time to visit.

Variables in the Analysis – Descriptive Statistics for analysis

Pearson’s Product-Moment Correlation Matrix

There is a positive relationship between promotional offer (V19) and the supermarket own product (V20) that is .241.

Comment:

It means there is a strong relationship between the promotional offer and the supermarket own product because if supermarket do more promotional offers then their own product will be more popular to the customers.

Variables in the Analysis – Descriptive Statistics for analysis

Pearson’s Product-Moment Correlation Matrix

There is a positive relationship between household income (V3) and the average weekly expenditure on both (V5) that is .780.

Comment

It means there is a strong positive relationship between the household income and the average weekly expenditure on both supermarket and shops because if consumer’s income increases then it is very much natural that they will increase their purchase from both supermarkets and shops.

Variables in the Analysis – Descriptive Statistics for analysis

Pearson’s Product-Moment Correlation Matrix

There is a positive relationship between household income (V3) and the average weekly expenditure on supermarket (V6) that is .584.

Comment:

There is strong positive relationship between the household income and the average weekly expenditure on supermarket because if customers’ incomes increase then they will spend more in supermarket for their grocery shopping.

Variables in the Analysis – Descriptive Statistics for analysis

There is a negative relationship between frequency of grocery shopping (V4) and top up expenditure in supermarket (V9) that is -.o73.

Comment:

There is a strong negative relationship between these two because frequency of grocery shopping doesn’t go with the top up expenditure.

Variables in the Analysis – Descriptive Statistics for analysis

Pearson’s Product-Moment Correlation Matrix

There is a positive relationship between household income (V7) and shopping category in supermarket (V11) that is .015.

Comment:

It means customers choice for the house hold category products largely depend on the customers income.

Variables in the Analysis – Descriptive Statistics for analysis

Pearson’s Product-Moment Correlation Matrix

There is a negative relationship between gender (V1) and promotional offer of supermarket (V19) that is -.o110.

Comment:

 Promotional offer don’t have any strong impact on the gender because if it is grocery shopping then it is the necessary goods for both male and female and they have to purchase it for their normal life leading.

CROSSTAB

WHAT IS THE APPROXIMATE TRAVEL DISTANCE OF YOUR SUPER MARKET FROM YOUR HOME? AND- WHICH FORM OF TRANSPORTATION DO YOU NORMALLY USE TO VISIT YOUR SUPERMARKET?

Chi-Square = 25.39                                         Valid Cases = 35

Caution: 23 cells (93%) E<5                           Missing Cases = 0

Probability (DF =16) = 0.045                         Response Rate = 100.0%

If we describe this curve then we can see the following things these are as follows

• Almost 28% people use the car, 22% use foot, 3% use public bus, 2% use taxi, and 12% use other way as their form of transport to go to the supermarket where there home distance is within one mile.
• Almost 9% people use car, 6% use public bus, 3% people use other way as their form of transport to go to the supermarket where distance is 2 miles.
• Almost 4% people use the taxi to go to the supermarket where distance is 3 miles.
• Almost 6% people use the car to go to the supermarket where distance is 4 miles.
• Almost 3% people use car the others sources to go to the supermarket where distance is more than 5 miles.

HOW OFTEN DO YOU CARRY OUT YOUR MAIN GROCESSARY SHOPPING FROM SUPERMARKET? – AND – WHAT IS THE APPROXIMATE TRAVEL DISTANCE OF YOUR SUPER MARKET FROM YOUR HOME?

Chi-Square = 12.09                                         Valid Cases = 35

Caution: 18 cells (89%) E<5                           Missing Cases = 0

Probability (DF=12) = 0.368                          Response Rate = 100.0%

If we describe this curve then we can see the following things these are as follows:

• Almost 66% of the supermarkets customer’s home distance is less than 1 mille whom purchase grocery once a week, weekly, fortnightly, and monthly basis..
• Almost 22% of the supermarkets customer’s home distance is within 2 miles whom purchase grocery once a week, weekly, and monthly basis.
• Almost 4% of the supermarkets customer’s home distance is within 3 miles whom purchase grocery in a weekly basis.
• Almost 10% of the supermarket customers where there home distance is within 4-5 miles and they like to purchase weekly as well as in monthly basis.
• Almost 3% of the supermarket customers where there home distance is more than 5 miles and they like to purchase in monthly basis.

WHAT IS YOUR HOUSEHOLD INCOME? – AND – WHAT IS YOUR REACTION TOWARDS THE SUPAR MARKET PROMOTIONAL TOOLS?

Chi-Square = 3.36                                           Valid Cases = 35

Caution: 13 cells (88%) E<5                           Missing Cases = 0

Probability (DF=8) = 0.958                            Response Rate = 100.0%

If we describe this curve then we can see the following things these are as follows:

• Almost 64% people do not deliberately seek the promotion of the supermarket.
• Almost 20% people look out for the promotion of supermarket and try to grab the advantage form these kind of advertisement.
•  Almost 16% of people never notice the promotional offer of the supermarket and most of them are aged people.

WHT IS YOUR HOUSEHOLD INCOME? – AND – HOW MUCH YOU WANT TO SPEND ON GROCERIES PER WEEK IN BOTH SUPERMARKET AND SHOPS?

Chi-Square = 62.57                                         Valid Cases = 35

Caution: 28 cells (92%) E<5                           Missing Cases = 0

Probability (DF=20) = 0.000                          Response Rate = 100.0%

If we describe this curve then we can see the following things these are as follows:

• Almost 32% people income range is more than 50000 taka and they spend more than 1250 taka in a week at both supermarket and shops.
• Almost 14% people income range is in between 31000-50000 taka and they spend more than 1010 taka in a week at both supermarket and shops.
• Almost 12% income range is in between 17001-30000 taka and they spend more than 750 taka in a week at both supermarket and shops.
• Almost 7% people income range is in between 10000-17000 taka and they spend more than 500 taka in a week at both supermarket and shops.

WHT IS YOUR HOUSEHOLD INCOME? – AND – HOW MUCH DO YOU SPEND ON GROCERIES PER WEEK AT SUPERMARKETS?

Chi-Square = 43.48                                         Valid Cases = 35

Caution: 40 cells (100%) E<5                         Missing Cases = 0

Probability (DF=28) = 0.038                          Response Rate = 100.0%

If we describe this curve then we can see the following things these are as follows:

• Almost 22% people spend more than 1250 taka in a week at supermarket and there income range is more than 50000 taka in a month.
• Almost 25% people spend in between 760-1000 in a week at supermarket and there income is also in between 31000-50000.
• Almost 18% people spend in between 510-750 in a week at supermarket and there income is also in between 17001-30000.
• Almost 14% people spend in between 410-500 in a week at supermarket and there income is also in between 10000-17000 taka.

FREQUENCY

 WHAT IS YOUR GENDER?

Comment:

Most of the customers those who go to the supermarket are female.

WHAT IS YOUR AGE?

z

Comment:

People who are belonging the age in between 40-44 they are major customers of supermarket.

HOW MUCH DO YOU SPEND ON GROCERIES PER WEEK?

Comment:

People whose income is more than 51000 BDT normally they visit more in supermarket.

WHAT IS YOUR MARITAL STATUS?

Comment:

We can see that the 82% of supermarket customers are married. It means married people most frequently visit the supermarket.

WHAT IS YOUR AVERAGE WEEKLY EXPENDITURE ON BOTH SUPERMARKETS AND SHOPS

Comment:

Most of the supermarket customers spend more than 1250 BDT in a week at supermarket and shops.

WHAT IS YOUR AVERAGER WEEKLY EXPENDITURE ON SUPERMARKET?

Comment: Most of the people spend in between 1010-1250 in a week at supermarket.

FREQUENCY OF THE GROCERY SHOPPING?

Comment: Most of the people go to supermarket in a weekly basis for their shopping.

IN WHICH SUPERMARKET YOU VISIT MOST FREQUENTLY?

Comment: people use more Agora for their grocery shopping compare to the others SM.

WHAT TYPES OF PRODUCTS YOU USUALLY BUY FROM SUPERMARKRT?

Comment: people purchase more the confectionary items from the supermarket.

IN WHICH SUPERMARKET YOU NORMALLY VISIT FOR YOUR GROCERIES?

Comment: Many people use Agora for their top up shopping.

HOW MUCH YOU SPEN FOR YOUR TOP UP EXPENDITURE?

Comment: people spend in between 410-500 BDT for their top up shopping in week.

WHAT TYPES OF TRANSPORT YOU NORMALLY USE TO GO THE SUPERMARKET?

Comment: Almost 60% of the supermarket customers use car to go to supermarket.

WHAT IS THE TRAVEL DISTANCE OF YOUR REGULAR VISITD SUPERMARKET?

Comment: Most of the supermarket customers travel distance is within one mile.

WHAT IS THE APPROXIMATE TRAVEL TIME TO REACH THE SUPERMARKET

Comment: Most of the people require at least 11-20 minutes going to supermarket.

WHAT IS YOUR VEST ALTERNATIVE TO ACCOMPLISH OF YOUR SHOPPING?

Comment: Most of the people say that their best alternative is either Agora or Nandan.

WHAT TYPES OF BRAD YOU LIKE WHEN PURCHASR YOUR GROCERIES

Comment: Most of the people purchase the non supermarket brand from the supermarket.

WHICH TYPE OF PEOOFFER YOU LIKE MOST FROM YOUR SUPERMARKET?

Comment: Most of the customers of supermarket like the promotional offer which is buy one item and gets one free.

REGRESSION

IV = WHAT IS YOUR AGE?

Mean = 3.300

Standard Deviation = 1.84

DV = WHT IS YOUR HOUSEHOLD INCOME?

Mean = 2.450

Standard Deviation = 4.382

Goodness of Fit

Mean of Residuals = 0.000

Standard Deviation of Residuals = 0.983

Mean Absolute Percent Error = 25.783%

Mean Percent Error = -1O.350%

Mean Square Error = 0.842

Regression Statistics data

Valid Cases = 35

Missing Cases = 0

Correlation Coefficient = 0.195

Degrees of Freedom = 32

Adjusted R-Squared = 0.012

Standard Error of the Estimate = 0.987

Regression Coefficients chart

                     Coefficient           Est. Std. Error           T-Value          Significance

Intercept                3.976                         0.431             12.201                   0.0000

Slope                     0.121                         0.086               1.133                   0.3426

Table of pragmatic Data, Predicted Data, and % of Error

Rec  IV  DV    Predicted    Residual   Std. Resid.    % Error   – 95% CI  + 95% CI

1        3      1                 5               -4           -4.267      -315.0                4                5

2        4      4                 3                0           -0.316        -11.1                4                5

3        1      5                 3                1            0.968          17.6                4                5

4        4      5                 4                1            0.613          11.9                4                5

5        1      3                 4               -1           -1.097        -35.6                4                5

6        1      5                 4                1            0.957          18.6                4                5

7        1      5                 4                1            0.957          18.6                4                5

8        1      5                 4                1            0.957          18.6                4                5

9        3      4                 4                0           -0.300          -7.3                4                5

10      3      4                 4                0           -0.300          -7.3                4                5

11      5      5                 5                0            0.498            9.7                4                5

12      3      4                 4                0           -0.300          -7.3                4                5

13      6      5                 5                0            0.383            7.5                4                5

14      5      5                 5                0            0.498            9.7                4                5

15      1      5                 4                1            0.957          18.6                4                5

16      3      5                 4                1            0.727          14.2                4                5

17      3      4                 4                0           -0.300          -7.3                4                5

18      6      5                 5                0            0.383            7.5                4                5

19      3      5                 4                1            0.727          14.2                4                5

20      2      5                 4                1            0.842          16.4                4                5

21      2      4                 4                0           -0.185          -4.5                4                5

22      2      3                 4               -1           -1.212        -39.3                4                5

Rec  IV  DV    Predicted    Residual   Std. Resid.    % Error   – 95% CI  + 95% CI

23      2      3                 4               -1           -1.212        -39.3                4                5

24      5      5                 5                0            0.498            9.7                4                5

25      1      5                 4                1            0.957          18.6                4                5

26      1      5                 4                1            0.957          18.6                4                5

27      2      2                 4               -2           -2.239      -109.0                4                5

28      5      4                 5               -1           -0.529        -12.9                4                5

29      6      4                 5               -1           -0.644        -15.7                4                5

30      7      5                 5                0            0.268            5.2                4                6

31      4      4                 4                0           -0.415        -10.1                4                5

32      4      5                 4                1            0.613          11.9                4                5

33      5      5                 5                0            0.498            9.7                4                5

34      4      3                 4               -1           -1.442        -46.8                4                5

35      4      5                 4                1            0.613          11.9                4                5

Comment:

Customer’s household income largely depends on the age of the customers.

IV = WHT IS YOUR HOUSEHOLD INCOME?

Mean = 4.268

Standard Deviation = 0.986

DV = HOW MUCH DO YOU SPEND ON GROCERY ITEAMS IN EVERY WEEK?

Mean = 3.632

Standard Deviation = 6.798

Goodness of Fit

Mean of Residuals = 0.000

Standard Deviation of Residuals = 0.969

Mean Absolute Percent Error = 13.750%

Mean Percent Error = -2.243%

Mean Square Error = 0.976

Regression Statistics

Valid Cases = 35

Missing Cases = 0

Correlation Coefficient = 0.569

Degrees of Freedom = 33

Adjusted R-Squared = 0.272

Standard Error of the Estimate = 1.009

Regression Coefficients chart

                     Coefficient           Est. Std. Error           T-Value          Significance

Intercept                4.433                         0.760               5.686                   0.0000

Slope                     0.763                         0.273               2.507                   0.0010

Table of pragmatic Data, Predicted Data, and Error

Rec  IV  DV    Predicted    Residual   Std. Resid.    % Error   – 95% CI  + 95% CI

1        1      4                 5               -1           -1.012        -25.1                4                6

2        4      8                 7                1            1.119          13.9                7                7

3        5      8                 8                0            0.487            6.0                7                8

4        5      9                 8                1            1.494          16.5                7                8

5        3      7                 6                1            0.745          10.6                6                7

6        5      7                 8               -1           -0.520          -7.4                7                8

7        5      7                 8               -1           -0.520          -7.4                7                8

8        5      5                 8               -3           -2.534        -50.3                7                8

9        4      6                 7               -1           -0.895        -14.8                7                7

10      4      6                 7               -1           -0.895        -14.8                7                7

11      5      7                 8               -1           -0.520          -7.4                7                8

12      4      6                 7               -1           -0.895        -14.8                7                7

13      5      8                 8                0            0.487            6.0                7                8

14      5      5                 8               -3           -2.534        -50.3                7                8

15      5      8                 8                0            0.487            6.0                7                8

16      5      8                 8                0            0.487            6.0                7                8

17      4      8                 7                1            1.119          13.9                7                7

18      5      8                 8                0            0.487            6.0                7                8

19      5      7                 8               -1           -0.520          -7.4                7                8

20      5      8                 8                0            0.487            6.0                7                8

21      4      5                 7               -2           -1.902        -37.8                7                7

22      3      7                 6                1            0.745          10.6                6                7

Rec  IV  DV    Predicted    Residual   Std. Resid.    % Error   – 95% CI  + 95% CI

23      3      7                 6                1            0.745          10.6                6                7

24      5      8                 8                0            0.487            6.0                7                8

25      5      8                 8                0            0.487            6.0                7                8

26      5      7                 8               -1           -0.520          -7.4                7                8

27      2      5                 6               -1           -0.637        -12.7                5                7

28      4      8                 7                1            1.119          13.9                7                7

29      4      8                 7                1            1.119          13.9                7                7

30      5      8                 8                0            0.487            6.0                7                8

31      4      7                 7                0            0.112            1.6                7                7

32      5      8                 8                0            0.487            6.0                7                8

33      5      7                 8               -1           -0.520          -7.4                7                8

34      3      7                 6                1            0.745          10.6                6                7

35      5      8                 8                0            0.487            6.0                7                8

Comment:

Customers spend on the grocery items from both supermarket and shops depend on the customers hose hold income.

IV = WHT IS YOUR HOUSEHOLD INCOME?

Mean = 4.314

Standard Deviation = 0.993

DV = HOW MUCH DO YOU SPEND ON GROCERY ITEAMS PER WEEK AT SUPERMARKETS?

Mean =

Standard Deviation = 5.711

Goodness of Fit

Mean of Residuals = 0.000

Standard Deviation of Residuals = 1.641

Mean Absolute Percent Error = 29.154%

Mean Percent Error = -10.308%

Mean Square Error = 2.615

Regression Statistics

Valid Cases = 35

Missing Cases = 0

Correlation Coefficient = 0.513

Degrees of Freedom = 33

Adjusted R-Squared = 0.240

Standard Error of the Estimate = 1.665

Regression Coefficients Table

                     Coefficient           Est. Std. Error           T-Value          Significance

Intercept                1.373                         1.272               1.079                   0.2883

Slope                     0.986                         0.288               3.430                   0.0016

Table of pragmatic Data, Predicted Data, and Error

Rec  IV  DV    Predicted    Residual   Std. Resid.    % Error   – 95% CI  + 95% CI

1        1      3                 2                1            0.390          21.4                0                4

2        4      7                 5                2            1.025          24.0                5                6

3        5      5                 6               -1           -0.795        -26.1                6                7

4        5      9                 6                3            1.643          29.9                6                7

5        3      5                 4                1            0.407          13.4                3                5

6        5      4                 6               -2           -1.405        -57.6                6                7

7        5      4                 6               -2           -1.405        -57.6                6                7

8        5      5                 6               -1           -0.795        -26.1                6                7

9        4      3                 5               -2           -1.413        -77.3                5                6

10      4      4                 5               -1           -0.804        -33.0                5                6

11      5      4                 6               -2           -1.405        -57.6                6                7

12      4      6                 5                1            0.415          11.4                5                6

13      5      8                 6                2            1.033          21.2                6                7

14      5      4                 6               -2           -1.405        -57.6                6                7

15      5      6                 6                0           -0.186          -5.1                6                7

16      5      6                 6                0           -0.186          -5.1                6                7

17      4      8                 5                3            1.634          33.5                5                6

18      5      7                 6                1            0.424            9.9                6                7

19      5      6                 6                0           -0.186          -5.1                6                7

20      5      8                 6                2            1.033          21.2                6                7

21      4      5                 5                0           -0.194          -6.4                5                6

22      3      2                 4               -2           -1.421      -116.6                3                5

Rec  IV  DV    Predicted    Residual   Std. Resid.    % Error   – 95% CI  + 95% CI

23      3      5                 4                1            0.407          13.4                3                5

24      5      6                 6                0           -0.186          -5.1                6                7

25      5      8                 6                2            1.033          21.2                6                7

26      5      5                 6               -1           -0.795        -26.1                6                7

27      2      2                 3               -1           -0.820        -67.3                2                5

28      4      8                 5                3            1.634          33.5                5                6

29      4      8                 5                3            1.634          33.5                5                6

30      5      8                 6                2            1.033          21.2                6                7

31      4      5                 5                0           -0.194          -6.4                5                6

32      5      6                 6                0           -0.186          -5.1                6                7

33      5      6                 6                0           -0.186          -5.1                6                7

34      3      3                 4               -1           -0.812        -44.4                3                5

35      5      8                 6                2            1.033          21.2                6                7

Comment:

People’s expenditure on grocery items at supermarket largely depends on the household income.

IV = WHAT IS THE APPROXIMATE TRAVEL TIME TO REACH THE SUPER MARKET?

Mean = 2.530

Standard Deviation = 1.237

DV = WHAT IS THE APPROXIMATE TRAVEL DISTANCE OF THE SUPER MARKET FROM YOUR HOME?

Mean = 2.672

Standard Deviation = 1.474

Goodness of Fit

Mean of Residuals = 0.000

Standard Deviation of Residuals = 0.650

Mean Absolute Percent Error = 35.235%

Mean Percent Error = -12.001%

Mean Square Error = 0.432

Regression Statistics

Valid Cases = 35

Missing Cases = 0

Correlation Coefficient = 0.817

Degrees of Freedom = 33

Adjusted R-Squared = 0.399

Standard Error of the Estimate = 0.757

Regression Coefficients Table

                     Coefficient           Est. Std. Error           T-Value          Significance

Intercept                0.073                         0.228               0.232                   0.6948

Slope                     0.659                         0.078               4.402                   0.0000

Table of pragmatic Data, Predicted Data, and Error

Rec  IV  DV    Predicted    Residual   Std. Resid.    % Error   – 95% CI  + 95% CI

1        2      1                 1                0           -0.327        -24.8                1                2

2        1      1                 1                0            0.444          33.8                0                1

3        2      1                 1                0           -0.327        -24.8                1                2

4        1      1                 1                0            0.444          33.8                0                1

5        4      2                 2                0           -0.553        -21.0                2                3

6        6      4                 4                0            0.536          10.2                3                4

7        6      4                 4                0            0.536          10.2                3                4

8        3      2                 2                0            0.218            8.3                2                2

9        1      1                 1                0            0.444          33.8                0                1

10      1      1                 1                0            0.444          33.8                0                1

11      2      2                 1                1            0.989          37.6                1                2

12      2      1                 1                0           -0.327        -24.8                1                2

13      3      1                 2               -1           -1.098        -83.4                2                2

14      1      1                 1                0            0.444          33.8                0                1

15      2      1                 1                0           -0.327        -24.8                1                2

16      3      1                 2               -1           -1.098        -83.4                2                2

17      2      1                 1                0           -0.327        -24.8                1                2

18      5      3                 3                0           -0.009          -0.2                2                4

19      1      1                 1                0            0.444          33.8                0                1

20      2      1                 1                0           -0.327        -24.8                1                2

21      4      2                 2                0           -0.553        -21.0                2                3

22      2      1                 1                0           -0.327        -24.8                1                2

Rec  IV  DV    Predicted    Residual   Std. Resid.    % Error   – 95% CI  + 95% CI

23      4      2                 2                0           -0.553        -21.0                2                3

24      2      1                 1                0           -0.327        -24.8                1                2

25      1      1                 1                0            0.444          33.8                0                1

26      2      1                 1                0           -0.327        -24.8                1                2

27      3      1                 2               -1           -1.098        -83.4                2                2

28      3      1                 2               -1           -1.098        -83.4                2                2

29      3      1                 2               -1           -1.098        -83.4                2                2

30      3      1                 2               -1           -1.098        -83.4                2                2

31      4      4                 2                2            2.078          39.5                2                3

32      3      5                 2                3            4.164          63.3                2                2

33      3      2                 2                0            0.218            8.3                2                2

34      2      1                 1                0           -0.327        -24.8                1                2

35      2      1                 1                0           -0.327        -24.8                1                2

 Comment:

The time needed to reach the supermarket largely depends on the distance of the supermarket from customer’s home.

DESCRIPTIVE

 WHT IS YOUR HOUSEHOLD INCOME?

 Minimum = 1

Maximum = 7

Mean = 5.13

Median = 6

Variance (Unbiased) = 0.97

Standard Deviation (Unbiased) = 0.97

Standard Error of the Mean = 0.15

95 Percent Confidence Interval around the Mean = 3.77 – 4.65

99 Percent Confidence Interval around the Mean = 2.98 – 4.85

4 Groups

1 = 4

2 = 5

3 = 5

Valid Cases = 35

Missing Cases = 0

Response Percent = 100.0%

Minimum = 1

Maximum = 8

Mean = 4.52

Median = 6

Variance (Unbiased) = 3.54

Standard Deviation (Unbiased) = 1.92

Standard Error Of The Mean  = 0.30

95 Percent Confidence Interval Around The Mean = 5.00 – 6.38

99 Percent Confidence Interval Around The Mean = 4.5 0 – 6.64

4 Groups                                                                                                                

1 = 4

2 = 5.35

3 = 7.65

Valid Cases = 35

Missing Cases = 0

Response Percent = 100.0%

       BREAK-DOWN

WHT IS YOUR HOUSEHOLD

INCOME?                              Mean     SD      N        Pct. 

For Entire Sample (Missing = 0) 4.254 .93     35    100.0%

HOW MUCH YOU

SPEND ON GROCERY ITEAMS PER

WEEK AT

SUPERMARKETS?

1=<150                       0.00     0.00       0        0.0%

2=160-250                  2.50     0.71       2        7.4%

3=260-400                  2.67     1.53       3      11.1%

4=410-500                  4.80     0.45       5      18.5%

5=510-750                  4.14     0.90       7      25.9%

6=760-1000                4.86     0.38       7      25.9%

7=1010-1250              4.50     0.71       2        7.4%

9=DON’T KNOW      5.00     0.00       1        3.8%

 Comments:

If we analyze the above data then we can see that the people don’t spend less then 150 in a week at supermarket. Besides, we can see that the people usually spend in between 510-750 and 760-1000 taka at supermarket. In addition people also spend more than 1250 in a week at supermarket. This thing happens because customer expenditure level changes with the change of their income. But we can state that most people purchase their grocery items with in 1000 taka from the supermarket.

DESCRIMINATE

Dependent Variable:                                  WHAT IS

WHAT IS YOUR GENDER?

Group Code    Group Name                          N      Prior Prob.

1                      MALE                                   15               0.429

2                      FEMALE                              20               0.571

Descriptive Statistics for All Groups

Variable                                                                               Mean                     SD

V2             WHAT IS YOUR AGE?                                 3.300                 1.832

V3             WHT IS YOUR HOUSEHOLD INCOME?  5.325                 0.899

Number of Valid Cases = 35

Number of Missing Cases = 0

Response Percent = 100.0 %

Within Groups Correlation Matrix

Step1

Variable V3 Entered

Lambda =0.832   F(1,34)=9.531, p=0.008

Var.                F-to-Remove    F-to-Enter

V2                                                      1.987

V3                   9.724

Stepwise Discriminate Function Analysis Summary

Step                Variable                        Wilkes                   F-Value to

No.     Entered         Removed           Lambda             Enter/Remove       No. of IVs

1                 V3                                       0.832                           9.724                      1

Group Classification Function Coefficients

Incorrect Classifications:

• Record  4  from group 1 was incorrectly classified in group 2
• Record  5  from group 1 was incorrectly classified in group 2
• Record  6  from group 1 was incorrectly classified in group 2
• Record  8  from group 1 was incorrectly classified in group 2
• Record  12  from group 1 was incorrectly classified in group 2
• Record  13  from group 1 was incorrectly classified in group 2
• Record  20 from group 1 was incorrectly classified in group 2
• Record  22  from group 1 was incorrectly classified in group 2
• Record  30  from group 1 was incorrectly classified in group 2

Classification Matrix (Number of cases classified in each group)

Canonical Variable Summary

                 Eigenvalue     Proportion    Cumulative    Canonical Correlation

CANO1             0.362             100.00             100.00                                 0.533

Total variance = 0.355

Canonical Variable Coefficients

Canonical Variables Evaluated at Group Means

KEY FINDINGS:

• People who earn more than 50000 taka they are the key customers of the supermarket because of their high purchasing power.
• Young people, especially young married women purchase more from the supermarket because they immensely like the hassle free environment for shopping.
• Household income doesn’t have any enormous impact on choosing the supermarket.
• Convenient location of supermarket, variety of products, nice environment, reasonable price, and hassle free payment system are some crucial factors for choosing the best supermarket by the customers.
• People normally purchase more the confectionary items from the supermarket then the other products.
• Too much distance of a supermarket is also a reason for neglecting by the customers.
• People accomplish most of their top up shopping from the supermarkets.
• Supermarket own brand product sometimes attract the potential customers towards the supermarkets.
• People usually like the buy one and get one free type promotional offer from the supermarkets but they become happier if they get the reasonable price products from supermarket.

Recommendations: 

• Supermarket should promote themselves more and more through media because in our country we see hardly any ad on supermarket in TV or in other media.
• Supermarket should be more geographically diverse, especially in every big cities of Bangladesh.
• There is a common complain against the supermarkets that they charge too much price for their products. So, supermarket should design their pricing strategy such a way so that it doesn’t hamper their profit and more importantly their customers.
• Since people willing to pay some extra price 1-2% for the nice environment so, supermarkets should improve their outlet environment considering their customers.
• Supermarket should include more variety of products with there current product line so that they can easily attract the customers.
• They can offer special discount on some products targeting specific group of customers which can boost up their sales.
• They can offer home delivery service of their goods for their customers like- MacDonald’s which may help to explore their business a great deal  because urban people are now so busy and they don’t have enough time for conducting their shopping.
• They can open a special corner for the middle class people those income ranges is in between 8000-15000 BDT then they can easily boost up their sales.
• Supermarkets should place the effective, efficient, trained, and cooperative sales person who can easily satisfy the customers by his/her service.