A supermarket, a large form of the traditional grocery store, is a self-service shop offering a wide variety of food and household products, organized Into aisles. It Is larger In size and has a wider selection than a traditional grocery store. But Is smaller and more limited in the range of merchandise than a hypermarket or big-box market.
The traditional supermarket occupies a large amount of floor space, usually on a single level. It is usually situated near a residential area in order to be convenient to consumers. The basic appeal is the availability of a broad selection of goods under a single roof, at relatively low prices. Other advantages include ease of parking and frequently the convenience of shopping hours that extend far Into the evening or even 24 hours a day. Supermarkets usually allocate large budgets to advertising, typically through newspapers.
They also present elaborate in-shop displays of products. The shops are usually part of corporate chains that own or control (sometimes by franchise) other supermarkets located nearby-?even transnational-? hush increasing opportunities for economies of scale. All the products displayed in the Shopping Space are consumer products and will be sold to the customers & used by them. So It’s a requirement to Include the flexibility of assemblage, along with maximum exposure for customer clarity and ease in circulation while designing the Display Units.
Durability, cost, maintenance and ergonomics considerations and effective and efficient circulation for consumers, sales and maintenance personnel are also should be considered while designing. The purpose of supermarket can be briefly described as; Many of our Dacha city customers are now seek for an easy-care lifestyle based on simple, functional and aesthetics and quality design products. The idea of supermarkets flourished in the country last decade, fueled by growing arbitration, increasing number of women working outside their home, and rising per capita income.
Under the above circumstance following propositions can be taken care of; Supermarket design is an emerging discipline in Dacha city. One can understand Its need If Just study the relationship between the environment (space, lighting, furniture, etc. ) and human (Consumer) behavior. With the philosophy to satisfy the need of the target customer and to provide a Joyous shopping experience in a soothing atmosphere supermarket concept in Dacha city started its journey. But there are lacking in some points like “supermarket interior design”.
After observing the local examples and the foreign standard examples, it can be easily diagnosed that local ones need to be taken care of some areas such as; Interior space product equally e. T. C. The key issues that can be keep in mind while discussions are followings; Allocation of space to different functional areas and utilization of every inch of it is most important. To design a standalone destination supermarket that is a fusion of shapes and colors. The challenge is to avoid monotony through proper planning, designing and finding out the best display solution and effective circulation.
According the above mentioned purpose, propositions and key issues about supermarket in Dacha city the scope of work regarding that issue can be defined as; a contemporary, functionally and aesthetically solved Interior of a supermarket. Considering the display units, floor layout, ceiling & wall treatment and display arrangement. To satisfy the need of the target customer and to provide Just he right atmosphere for a Joyous shopping experience in a soothing melody of cozy and vibrant place. 2. Background of the Study Supermarket is a new concept in Dacha city.
The Chain Supermarkets are now a growing phenomenon in city area. As the customers are increasingly becoming more aware of the conveniences and their own lifestyles, they are in many cases preferring to go to a Supermarket for their everyday shopping rather than to small departmental stores around. So, the customer satisfaction is important for growth of this sector. Supermarkets are set to boom in Dacha city as the current market players re planning to open several hundred more outlets in the next few years to cope with the rising demand from the consumers.
With a strong 15-20 per cent annual sales growth, about 30 companies with more than 200 outlets have already made foray into the industry. The annual turnover of the supermarkets now stands at around TX 15. 0 billion (1 500 core) [1] 2. 1 . Reasons for developing the need of supermarkets in Bangladesh The idea of supermarkets flourished in the country last decade, fueled by growing arbitration, increasing number of women working outside their home, and rising per capita income etc. ] Many of our Bangladesh customers are now seek for an easy-care lifestyle based on simple, functional and aesthetics and quality design products. Some of the major reasons are described bellow; 2. 2. Rapid Arbitration Population growth rates in Bangladesh are the highest among the South- and South- East Asian countries. Migration figures give a picture on the affinity of the migrants towards the bigger cities. [3] 2. 2. 1 . Reasons Change in the status of towns in different levels accompanied with offices, industries, and academic institutions attracting people of various professions.
Attraction of socio-cultural, educational and health and others facilities in the city. The concentration of different institution also led to high growth of the educated middle class. 2. 3. Introduction of Nuclear family concept Arbitration introduced major changes in the system of education and occupation. Western ideas increasingly infiltrated into the middle-class thinking through their education, in service training and the media- books, Journals and press. This influenced gradual change in the concept of family, life-style and living.
Metropolitan society and the Job structure together created preference for nuclear family to place the traditional Joint family. [4] 2. 4. Economic Solvency among the Middle Class In the middle class sector there has been a definite shift in the financial capacity as well as attitude towards life in the people of the capital and maybe a couple of other major cities during the last couple of years. Bangladesh APP (purchasing power parity) IN per capita has steadily increased. People are increasingly spending more for food, clothes and life style management.
This time, the spending spree was observed even in remote northern or southern districts. Multi-storied shopping malls re coming up at pizza (sub district) level. [5] Figure 2. 4: USED 6. 0 billion equivalent reportedly change hands during the month of Ramadan alone. 2. 5. Increasing Woman Employment and Busy life style of Mothers Now a days our life is getting more and more busy so managing a busy lifestyle specially for a working mother doing all the household things can be merely challenging sometimes. [6] informal sector.
However, the demographic structure of the employment participation in Bangladesh is witnessing a remarkable change. An increasing number of women are working in the formal sector as entrepreneurs and paid rowers, a situation that was not seen in the past. Figure 2. 5: Labor force status, Bangladesh 1983-2000 2. 6. Inconvenience in the conventional Shopping Practice Shopping in untidy ambiance such as muddy floor, insufficient space to move, unhygienic arrangement of product, bargaining process, inconsistence price, a shopper in urban area lose his or her interest to shop in market and get panicked subsequently.
Shopping in the traditional way is no longer a pleasant experience rather nightmare for shopper. As a result, Shopping mall is getting popularity among urban people. [7] 2. 6. 1 . Unprofessional attitudes of the conventional sellers Customers in urban area are being deceived everyday by shopkeepers with selling inferior goods, charging excessive price and incorrect measurement. In other words, consumers are one sort of hostage to these shoppers, who form one kind of syndicate and dictate the market. [8] 2. 6. 2.
Unjustified pricing The agony of the consumer compound with exorbitant price, inferior quality of the products, and long bargaining custom in Bangladesh, inaccurate measurement, traffic Jam, and so forth triggered by lose of interest for shopping. Notably, nonusers of Bangladesh have always been the victim of deception by the shoppers, who invariably manipulate the price. 2. 7. Time consumption Time consumption is another major concept that changes consumer behavior (e. G. People are going into shopping malls rather than local markets).
To avoid unnecessary trips to the stores to stores, finding a single place to get all the needs to run a family and Shop for things in bulk. This in return saves both time and money. All these requirements for our busy life end up with a good solution that is a well organized modern shopping mall. 2. 8. Store Loyalty and Customer care The Shopping malls, customers go to have a lot more to do with the customers’ experience than with the prices. Customers value more about being greeted by the workers then the price tag of groceries.
Customer service plays a huge role for why people go back to the same store. Also, people like how convenience of finding all their grocery items in the same store. [9] 2. 9. Accessibility of credit or debit card People care about their safety and always try to avoid the hustle of carrying cash. That is why people changes the local shops and turns towards the shopping malls. . 10. Parking Facility Shopping malls are convenient places to shop. They provide shoppers with abundant and secure parking areas.
Shoppers need not drive around for fifteen minutes have completed their shopping. [10] 2. 11 . Over all Factors affecting Customers to shop at supermarket The very first reason of sample customers to purchase from shopping mall is quality products, products variety and special products that are 66%, 54% and 52% respectively. The other reasons, by order based on percentages of the sample customers’ preference, are location (48%), hygienic environment (46%), aisle free shopping and freshness (36%), competitive price (28%), service and layout of the store (24%).
Some customers like to purchase baby food from the shopping malls as well. People those who came to purchase regularly from shopping mall don’t use the home delivery option as where available. All the malls possess their specialty on gathering certain products by which some of the customer prefers purchasing from the particular store. [1 1] Figure 2. 11 . Over all Factors affecting Customers to shop at supermarket To provide a contemporary, functionally and aesthetically solved interior of a permeate.
Allocation of space to different functional areas and utilization of every inch of it. 2. 2. Objectives 0 Space is one of the scarcest resources in Dacha city. So allocation of space to different functional areas and utilization of every inch of it is most important factor. 0 Giving a modern and modified look to the shopping space. Contemporary, functionally and aesthetically solved interior of a supermarket. 0 Interior space distribution and utilization, circulation, display unit arrangement to highlight each product equally will be done by following the proper standard.
A clear and free flowing circulation segmented zoning into fresh section, followed by the dry area which encompasses non-food, beauty and preserved items. For allowance for browsing and wandering freely to increased impulse purchases. To enhance visual appeal and flexibility. 0 With a stand out storage system to fast replacement of the sold products. 0 Some unique features to draw more customer attention will also be added while designing. By using echo friendly furniture material and blend of colors & shapes. Durability, cost, maintenance and ergonomics considerations for nonusers, sales and maintenance personnel will also be considered. 2. 3. Organization of the Study The study deals with various perspectives to fulfill the designated objectives and to reach the final goal. Thus successful completion of the Job is done by going through the following arrangement of the study report. Chapter one deals with the introduction of the research topic and some general in formations about Supermarket. It contains background of the study and a general reason behind selecting the task along with its Justification.
Chapter two deals the declaration of the aims and objectives, it also contains the scope of the study along with constrains and limitations prevailed in completion of the Job. Chapter three presents a review of literature on General history of Supermarket, general Characteristics, Classifications, Supermarket Planning System, Ergonomics Study, international practice for standard supermarket design. Chapter four deals with the methodology and procedural approach followed to carry out this study and steps followed for successful completion of the Job through attaining the objectives working behind the whole activity.
Chapter four contains the profile of study area. It incorporates maps of study areas, Google Earth images, and present project condition. The data collected from field is questionnaire survey and the indicators to realize the actual status of supermarket shopping practice in Dacha city now days. Chapter six presents major findings according to the primary and secondary survey results. And chapter seven deals with the possible outcome and recommendations based on the results from the previous chapters. EXPERIMENTAL SET-UP AND PROCEDURE 5. METHODOLOGICAL APPROACH Supermarkets introduced a whole new experience in the shopping of daily needs. They offered quality products at a stable price in safe and clean environment in order to survive and achieve profitability. Although there are many factors which relate to customer satisfaction, but this study field tended to emphasize on layout of the supermarket ,lonelier space distribution and utilization, circulation, display unit arrangement to highlight each product equally by following the proper standard.
The purpose of the study is to identify the role of each of the factors to respond to customer requirements to satisfy customers and what and how they behave in the racket place toward these factors. The totality of their movement toward the factors and attitude, the researcher liked to demonstrate here. To fulfill the objectives of the research, the entire study has been carried out through an orderly step by step process. This chapter illustrates these sequential steps. 5. 2 Data collection Data was collected from both primary and secondary sources to fulfill the research objectives.
In order to obtain the objectives of this research, several methods of data collection and analysis were adopted. Following is a synopsis of methods of data collection and analysis. . 2. 1 Primary Data Collection The primary data were collected particularly through survey. The selected sample supermarkets were six in numbers namely, Agar, Mean Bazaar, Swap’s, Big bazaar, Gift village and Family needs. The activities required to gather information from primary data collection are as following; (a) Questionnaire Survey The questionnaires were developed from many previous researches.
The data was collected from 50 customers of 6 supermarkets in Dacha city. At the very outset to single out the aspects of the subject matter, two types of data sources were utilized. The no. Of respondents is at least 10 customers from each of the supermarkets and selected randomly that is convenience sampling. Hence, 50 is the sample size in total. Consequently the frequency distributions do not add to the total number of customers surveyed the calculated percentages reflect only portions of the answers to the question.
The respondents were met during shopping (Mall intercept personal interview technique) as well as after or before shopping which one found suitable. After the data collection, the raw data were categorized through coding, tabulation ND drawing statistical inferences based on the computation of various percentages and averages etc. (b) Case study Sometimes questionnaire survey cannot explore some matters in details which can be more descriptive through case study.
The selected sample supermarkets were six in numbers namely, Agar, Mean Bazaar, Swap’s, Big bazaar, Gift village and Family needs. These activities required to gather information includes; I. Photography it. Measuring dimension of the space, circulation, furniture etc iii. Interviewing the employee, owner for helpful information. ‘v. Discussion with relevant experienced response about the topic. 5. 2. 2 Secondary Data In this way, the abstracting and indexing Journals published or unpublished were selected as first place to go.
