Kirana Stores Vs Supermarket Case Study

MARKETING MANAGEMENT
Kirana stores vs. supermarket
Introduction
The difference between kirana stores and supermarket is , in the departmental store there are already packages of foods that you want to buy and you take them to the cashier , but in the kirana stores in India you just need to tell the person who is working over there, that you need this amount of food and they would give it most of the time.
Findings from the field study
• The operating cost is less in kirana stores compared to the supermarket
• Low inventory cost in kirana stores
• More variety of commodities in supermarket
• Customer attention / satisfaction in kirana stores (personal touch)
• No monthly credit system in supermarket(have to use credit card)
• Delivery system

• Kirana stores suffer the most from the problems like huge changes in prices and low margins and low skill level.
• kirana stores provides credit facility to its customer on the other hand it is a weakest point also as sometimes it becomes very difficult to recover the credit. Credit in Super market is risk free as credit is given by Bank.
• Supermarkets and malls are also associated with the activities of corporate social responsibility but on the other hand there a few shopkeepers who perform their social responsibility
• It has been found a general behaviour in the consumers that they think the products purchased from kirana stores are not supposed to be original but they believe quality given in the malls. Margin utility of buying stuff from Super market is more compare to that of Kirana store if the prices are

But malls always preferred graduates and under graduates.
• In Kirana store, you depend on the other person to serve you. So waiting time is more if crowded. In Super market, waiting time is less if buying in bulk. Waiting time is for billing.
• Kirana store is convenient to buy 1 or 2 thing where as not convenient in super market.
• Consumer buying goods from Kirana store are sceptical about the weight of the product whereas consumer buying goods from hyper market are not sceptical about weight manipulation.

Suggestions for kirana stores

• They should sale only the original material to create faith in the customers.
• They should start giving the facilities of free offer discount etc on special occasions/bulk purchasing.
• Use a suggestion box and proper bill system
• Extend the store hours.
• Accept credit & debit system Visa, Mastercard etc.
• Analyze complaints and take action towards it
• Train employees to service and work with customers in a professional manner.
• Have lots of convenient parking for customers to