Study of Competitive Strategies of Kirana stores and Sustainability in Current Market Situations

The purpose of this project is to conduct a study on the competitive strategies of Kirana Stores in the current market scenario. To give an idea, India is a large and diverse country with a rich and deep history. For the longest time, Indian people have been flocking to unorganised local Indian stores called "Kirana" stores for their daily grocery needs. Competitive Strategies of Kirana stores and the sustainability in current market situations focussing on both the customers and the store owners. The objectives of our project focus on understanding the impact of the Organised retail with respect to both customers and owners option of view, followed by coping strategies which might allow them to sustain in such tough market conditions and finally to find if there is any dependency between the two. The project commenced with data collection using numerous questionnaires as we had to collect multiple data points which allowed us to achieve our objectives. We surveyed nearly 100 customers and stores, from which we were able to create a customer persona followed by an empathy map. This data allowed us to understand better the problems faced by customers and store owners. Michael Porter's 5 Forces was made use of to analyse whether the threat of a new entrant or substitute is significant, moderate or low as it would allow us to suggest coping strategies. We have used Cronbach's alpha, a tool which was used in the SPSS software to test the questionnaire's reliability. Lastly we carried out the Chi-squared test of Independence to check whether there is any dependency with the strategies suggested to the scale of the store. From the project we were able to conclude that the Kirana stores are being affected by the organised retail and there is a dependency on three occasions of the strategies adopted by the stores to the scale of the stores.