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MANAGEMENT THESIS-II

Customers Perception
and Satisfaction
Towards Organized
Retail Outlets

SUBMITTED BY:
Nidhi Upadhyay
MBA

A THESIS ON
Customers perception and satisfaction
towards organized retail outlets
By
Nidhi Upadhyay
MBA
A REPORT SUBMITTE I! PARTIA" #U"#I"ME!T O#
T$E RE%UIREME!T O# MBA PRO&RAM
Page 2

DECLARATION
This is to certify that the Management
Thesis entitled as, Customers
perception and satisfaction towards
organized retail outlets Submitted to
ICFAI UNIVERSI! in partial
fulfilment of the requirement for the
award of Master of Business
Administration is record of original,
project work done by me during the
period of study in under the
supervision of "r# A"I
A$%&A'%A !aculty Supervisor"#
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TABLE OF CONTENTS
TITLE PAGE
NO'

AC(!O)"E&EME!T *

"IST O# TAB"E A! I""USTRATIO! +

ABSTRACT ,

I!TROUCTIO! -

ABOUT RETAI" I!USTR. I! I!IA /0

PRESE!T I!IA! RETAI"SCE!ARIO /1

MA2OR I!IA! RETAI"ERS /,

OR&A!ISE RETAI" OUT"ET I! E$RAU! /-

T$EORITICA" BAC(&ROU! 11

RE3IE) O# "ITRATURE 14

STORE "A.OUT 1-

I!TERPRETATIO! 5 A!A".SES 40

#I!I!&S 66

SU&&ESTIO!S 6*

CRU7 O# T$E STU. 6+

CO!C"USIO! 6,
Page 4

A!!E7URE 6-

%UESTI!!AIRE 68

BIB"IO&RAP$. *1
Page 5

ACKNOLEDGEMENT
NO MAN IS COMPLETE IN KNOLEDGE BUT SINGLE
RAY OF KNOLEDGE CAN BE HELPFUL TO MAN!
(e researc( on Customers perception and satisfaction towards
organized retail outlets and 9irana stores (as )een gi*en to me as
part of t(e curriculum in wo+!ear "asters $egree in ,usiness
Administration#
I (a*e tried m- )est to present t(is information as clearl- as
possi)le using )asic terms t(at I (ope will )e compre(ended )- t(e
widest spectrum of researc(ers. anal-sts and students for furt(er
studies#
I (a*e completed t(is stud- under t(e a)le guidance and
super*ision of M"! AMIT ADHLAKHA /facult- guide01 I will )e
failed in m- dut- if I do not ac2nowledge t(e esteemed sc(olarl-
guidance. assistance and 2nowledge# I (a*e recei*ed from t(em
towards fruitful and timel- completion of t(is wor2#
"- ac2nowledgement ma- not redeem t(e de)t I owe to m- parents
for t(eir direct3indirect support during t(e entire course of t(is
pro4ect#
GUIDANCE IS THE BEST IN THE AY OF PROGRESS!
I also t(an2ful to m- friend w(o (elped me a lot in t(e completion
of t(is pro4ect#
SUMEET THAPA
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LIST OF TABLE AND ILLUSTRATIONS
#$ I%dia% "&'ai( )a"*&'
+$ R&'ai( ,-")a'. a/ai(a0(& i% I%dia
1$ Fa.'&.' 2"-3i%2 "&'ai( ,-")a'. i% I%dia
4$ Fa.'&.' 2"-3i%2 "&'ai( .&2)&%' i% I%dia
Page 7

ABSTRACT
T:is paper pro;ides detailed information a<out t:e growt: of
organized retail sector in e:radun' It discusses a<out t:e emergence
of inno;ati;e practices t:at support t:e growt: of t:e sector in a
:ig:l= competiti;e en;ironment' T:oug: t:is sector is one of t:e
fastest growing in t:e countr= <ut in e:radun it is still in its nascent
stage> :owe;er it is fast spreading and ma9ing its presence felt in
different parts of t:e cit=' T:ere is a ;ast untapped potential for
organized retailing in e:radun w:ic: is t:e 9e= attraction not onl=
to t:e domestic and glo<al retailing c:ains operating :ere <ut also for
t:e customers w:o <elong to different cross sections of t:e societ=
and ;isit t:em' An effort :as <een made> in t:e paper to 9now a<out
t:e customers? perception and satisfaction towards t:ese organized
retail stores in e:radun so as to access t:eir satisfaction le;el and
decode w:et:er t:e sector will <e a<le to do a meaningful <usiness in
e:radun'
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INTRODUCTION
O05&6'i/&
T:e o;erall purpose of t:is endea;our is to in;estigate empiricall=
customer?s perception and satisfaction towards organized retail outlets
and 9irana stores on t:e <asis of ;arious parameters'
Moreo;er t:is stud= aims at finding t:e discriminating factors t:at lead
to customers? preference towards organized retailers'
To understand t:e o;erall s:opping :a<its of customer'
To 9now t:e ma@or factors considered <= customers w:ile s:opping in
unorganized retail s:ops'
To 9now t:e different class of customers s:opping in unorganized retail
s:ops'
To understand t:e ;arious promotional acti;ities underta9en <= t:e
unorganized retailers'
To 9now t:e satisfaction le;el of customers s:opping in unorganized
retail s:ops'
M&'h-d-(-2y
T:e stud= in;ol;es t:e primar= data w:ic: is collected t:roug:
Auestionnaire> inter;iew> and o<ser;ation'
It in;ol;es use of secondar= sources suc: as we< and ot:er researc:
articles printed <= ;arious financial institutions and ot:er @ournals and
magazine'
It in;ol;es anal=sis and ta<ulation of data w:ic: is collected from
customers is done <= ;arious means suc: as line grap:s> pie c:arts and
<ar grap:s'
T:e pro@ect in;ol;es t:e stud= of customer?s perception'
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L-6a(& -, 'h& .'7dy:
T:e stud= was conducted in e:radun during t:e mont:s of !O3EMBERB
ECEMBER 10/0'
Sa)p(i%2 M&'h-d a%d Sa)p(& Si8&:
T:ree retail outlets and two 9irana stores in e:radun were randoml= selected
for t:is stud=' #ift= ;isiting customers from eac: outlet were personall=
inter;iewed wit: t:e :elp of especiall= structured Auestionnaire' In t:is wa=
1*0 customers were inter;iewed for t:e stud='
R&.&a"6h I%.'"7)&%' a%d M&'h-d:
T:e sur;e= was conducted on customers wit: t:e :elp of MBA students w:o
were speciall= trained for t:e purpose' A well structured Auestionnaire was
de;eloped for conducting t:e stud=' T:e Auestionnaire was di;ided into two
parts' #irst part was designed to o<tain demograp:ic information a<out t:e
respondents? age> income> literac= le;el and gender' Second part contained
closedBended Auestions relating to rating of retail outlets on ;arious parameters'
A%a(y.i. -, Da'a:
Customers? perception towards different aspects of retail outlets and 9irana
stores were compared using Anal=sis of 3ariance CA!O3AD' Before going in
for anal=sis> t:e "i9ert Scale attri<utes were assigned weig:ts as underE
Agree F/> !eutral F0> isagree F B/ Satisfied F /> !eutral F 0> issatisfied F
B/
Most Important F 1> Important F /> !eutral F 0> Unimportant F B/> Most
Unimportant F B1 and
T:e results o<tained t:roug: data anal=sis :a;e <een discussed in t:e paper'
Page 10

ABOUT RETAIL INDUSTRY IN INDIA
Retail is IndiaGs largest industr=' It accounts for o;er /0 per cent of t:e IndiaGs
&P and around - per cent of t:e emplo=ment' Retail sector is one of IndiaGs
fastest growing sectors wit: a * per cent compounded annual growt: rate'
IndiaGs :uge middle class <ase and its untapped retail industr= are 9e=
attractions for glo<al retail giants planning to enter newer mar9ets' ri;en <=
c:anging lifest=les> strong income growt: and fa;oura<le demograp:ic
patterns> Indian retail is eHpected to grow 1* per cent annuall=' It is eHpected
t:at retail in India could <e wort: USI /,*B100 <illion <= 10/+'
T:e organized retail industr= in India :ad not e;ol;ed till t:e earl= /880s' Until
t:en> t:e industr= was dominated <= t:e unBorganized sector' It was a seller?s
mar9et> wit: a limited num<er of <rands> and little c:oice a;aila<le to
customers' "ac9 of trained manpower> taH laws and go;ernment regulations all
discouraged t:e growt: of organized retailing in India during t:at period' "ac9
of consumer awareness and restrictions o;er entr= of foreign pla=ers into t:e
sector also contri<uted to t:e dela= in t:e growt: of organized retailing'
A num<er of factors are dri;ing IndiaGs retail mar9et' T:ese includeE increase in
t:e =oung wor9ing population> :eft= pa=Bpac9ets> nuclear families in ur<an
areas> increasing wor9ing women population> increase in disposa<le income
and customer aspiration> increase in eHpenditure for luHur= items> and low
s:are of organized retailing' IndiaGs retail <oom is manifested in sprawling
s:opping centres> multipleHB malls and :uge compleHes t:at offer s:opping>
entertainment and food all under one roof' But t:ere is a flip side to t:e <oom
in t:e retail sector' It is feared t:at t:e entr= of glo<al <usiness giants into
organized retail would ma9e redundant t:e neig:<our:ood (arana stores
resulting in dislocation in traditional economic structure' Also> t:e growt: pat:
for organized retail in India is not :urdle free' T:e taHation s=stem still fa;ours
small retail <usiness' )it: t:e intrinsic compleHities of retailing suc: as rapid
price c:anges> constant t:reat of product o<solescence and low margins t:ere is
alwa=s a t:reat t:at t:e ;enture ma= turn out to <e a loss ma9ing one'
A perfect <usiness model for retail is still in e;olutionar= stage' Procurement is
;er= ;ital cog in t:e retail w:eel' T:e retailer :as to fig:t issues li9e
fragmented sourcing> unpredicta<le a;aila<ilit=> unsorted food pro;isions and
dail= fluctuating prices as against consumer eHpectations of roundBt:eB=ear
stead= prices> sorted and cleaned food and fres: stoc9 at all times'
Trained :uman resource for retail is anot:er <ig c:allenge' T:e talent <ase is
limited and wit: t:e entr= of <ig giants t:ere is a cat fig:t among t:em to retain
t:is talent' T:is :as resulted in <ig salar= :i9es at t:e le;el of upper and middle
management and t:ere<= eroding t:e profit margin of t:e <usiness' All t:e
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companies :a;e laid out am<itious eHpansion plans for t:emsel;es and t:e=
ma= <e :ampered due lac9 of reAuisite s9illed manpower'
But retail offers tremendous for t:e growt: of Indian econom=' If all t:e a<o;e
c:allenges are tac9led prudentl= t:ere is a great potential t:at retail ma= offer
emplo=ment opportunities to millions li;ing in small town and cities and in t:e
process distri<uting t:e <enefits of economic <oom and resulting in eAuita<le
growt:'
Page 12

PRESENT INDIAN RETAIL SCENARIO
T:e retail industr= is di;ided into organized and unorganized sectors' O;er /1
million outlets operate in t:e countr= and onl= 6J of t:em <eing larger t:an
*00 sA ft C6+mKD in size'
Organized retailing refers to trading acti;ities underta9en <= licensed retailers>
t:at is> t:ose w:o are registered for sales taH> income taH> etc' T:ese include t:e
corporateB<ac9ed :=permar9ets and retail c:ains> and also t:e pri;atel= owned
large retail <usinesses'
Unorganized retailing> on t:e ot:er :and> refers to t:e traditional formats of
lowBcost retailing> for eHample> t:e local 9irana s:ops> owner manned general
stores> paanL<eedi s:ops> con;enience stores> :and cart and pa;ement ;endors>
etc'
Unorganized mar9etE Rs' *-4>000 cores
Organized mar9etE Rs'*> 000 cores
*7 growt: in organized retailing <etween 1000B100*
O;er 6>000 new modern Outlets in t:e last 4 =ears
O;er *>000>000 sA' ft' of mall space under de;elopment
T:e top 4 modern retailers control o;er ,*0>000 sA' ft' of retail space
O;er 600>000 s:oppers wal9 t:roug: t:eir doors e;er= wee9
6, glo<al fortune companies 5 1* of AsiaGs top 100 companies are
retailers'
&rowt: in organized retailing on par wit: eHpectations and pro@ections of t:e
last * .earsE on course to touc: Rs' 4*>000 corers CUSI , BillionD or more <=
100*B0+T:e growt: factors of t:e retail sector of Indian econom=E
Increase in per capita income w:ic: in turn increases t:e :ouse:old
consumption
emograp:ical c:anges and impro;ements in t:e standard of li;ing
C:ange in patterns of consumption and a;aila<ilit= of lowBcost consumer
credit
Impro;ements in infrastructure and en:anced a;aila<ilit= of retail space
Entr= to ;arious sources of financing'
Page 13

E9OLUTION AND TRENDS IN ORGANI:ED RETAILING
FORMATS AND RETAIL OUTLETS
$istorical Indian retail mar9et consisted of wee9l= mar9ets> ;illage fairs and
mela?s and t:e /8
t:
centur= ga;e <irt: to t:e retail outlets w:ic: too9 t:e form
of con;enience stores> Mom and Pop storesL 9irana stores' T:is :elped t:e
consumers on to stic9 to a particular store for t:eir da= to da= reAuirements and
also a;ail t:e credit purc:asing facilit=' And in t:e /8-0?s people :a;e seen t:e
new formats li9e supermar9et> departmental stores and discount stores entering
into t:e Indian retail space' In less t:an a decade :=permar9ets :a;e gained all
t:e applause of t:e retail mar9et and stood a<o;e all t:e ot:er formats <=
<ringing in t:e concept of Mone stop s:opping'N T:is stood as an opening door
for t:e new generation of t:e retail industr=' And ;er= soon t:e malls <ecame
t:e trend setters in t:e new millennium'
T:is :as coined t:e term of Os:oppertainment? Cs:opping and entertainmentD
w:ic: can <e attri<uted to t:e c:anging life st=les of t:e people'
Hyp&")a"*&'E It is t:e largest format in Indian retail so far is a one stop s:op
for t:e modern Indian s:opper'
Merc:andiseE food grocer= to clot:ing to spots goods to <oo9s to stationer='
Space occupiedE *0000 SAuare feet and a<o;e'
S(UsE 10000B40000'
EHampleE PETER E!&"A! retail?s Big Bazaar> RP&?s Spencer?s C&iantD>
3is:al mega mart'
S7p&")a"*&'E A su<dued ;ersion of a :=permar9et'
Merc:andiseE Almost similar to t:at of a :=permar9et <ut in relati;el= smaller
proposition'
Space occupiedE *000 SA' ft' or more'
S(UsE Around /0000'
EHampleE !ilgiris> Apna Bazaar> Trinet:raLmore'
C-%/&%i&%6& .'-"&E A su<dued ;ersion of a supermar9et'
Merc:andiseE &roceries are predominantl= sold'
Space occupiedE Around *00 SA' ft' to 4000 SA' ft'
EHampleE stores located at t:e corners of t:e streets> Reliance Retail?s fres:'
D&pa"')&%' .'-"&E A retail esta<lis:ment w:ic: specializes in selling a wide
range of products wit:out a single prominent merc:andise line and is usuall= a
part of a retail c:ain'
Merc:andiseE Apparel> :ouse:old accessories> cosmetics> gifts etc'
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Space occupiedE Around /0000 SA' ft' P 40000 SA' ft'
EHampleE "andmar9 &roup?s "ifeSt=le> Trent India "td'?s )estside'
Di.6-7%' .'-"&E Standard merc:andise sold at lower prices wit: lower margins
and :ig:er ;olumes'
Merc:andiseE A ;ariet= of peris:a<leL non peris:a<le goods'
EHampleE 3iswapri=a &roup?s Su<i9s:a> Piramal?s TruMart'
Sp&6ia('y .'-"&E It consists of a narrow product line wit: deep assortment'
Merc:andiseE epends on t:e stores
EHampleE Bata store deals onl= wit: footwear> RP&?s Music )orld>
Crossword'
MBO;.E Multi Brand outlets> also 9nown as Categor= (illers' T:ese usuall= do
well in <us= mar9et places and Metros'
Merc:andiseE Offers se;eral <rads across a single product categor='
Ki"a%a .'-"&.: T:e smallest retail formats w:ic: are t:e :ig:est in num<er C/*
million approH'D in India'
Merc:andiseE Mostl= food and groceries'
Space occupiedE *0 sA ft and e;en smaller ones eHist'
Ma((.: T:e largest form of organized retailing toda= located mainl= in metro
cities> in proHimit= to ur<an outs9irts'
Merc:andiseE T:e= lend an ideal s:opping eHperience wit: an amalgamation of
product> ser;ice and entertainment> all under a common roof'
Space occupiedE Ranges from +0>000 sA ft to ,> 00>000 sA ft'
Page 15

Page 16

In t:e a<o;e grap: it s:ows t:at t:e in India t:e fastest growing retail segment
is food and grocer= <ecause in India people spend more on eating' T:en
dressing <ecause India is now turning to modern age and t:e people of modern
age li9e to dress well and loo9 well'
In t:e a<o;e grap: it s:ows t:at t:e t:ere are man= formats of retailing in India
<ut t:e specialt= store and supermar9et is fastest growing formats in India'
K&y pa"' -, 'h& 2&%&"a( 6-"p-"a'& .'"a'&2y
A mar9eting strateg= is most effecti;e w:en it is an integral component of
corporate strateg=> defining :ow t:e organization will successfull= engage
customers> prospects> and competitors in t:e mar9et arena' It is partiall=
deri;ed from <roader corporate strategies> corporate missions> and corporate
goals' As t:e customer constitutes t:e source of a compan=Gs re;enue>
mar9eting strateg= is closel= lin9ed wit: sales' A 9e= component of mar9eting
strateg= is often to 9eep mar9eting in line wit: a compan=Gs o;erarc:ing
mission statement'
Basic t:eor=E
/D Target Audience
1D PropositionL(e= Element
4D Implementation
Page 17

MA<OR INDIAN RETAILERS
T:e lowBintensit= entr= of t:e di;ersified Ma:indra &roup into retail is uniAue
<ecause it plans to focus on lifest=le products' T:e Ma:indra group is t:e
fourt: large Indian <usiness group to enter t:e <usiness of retail after Reliance
Industries "td> t:e Adit=a Birla &roup> and B:arti Enterprises "td' T:e ot:er
t:ree groups are focusing eit:er on peris:a<les and groceries> or a range of
products> or <ot:'
RPG R&'ai(-F-")a'.E Music )orld> Boo9s 5 Be=ond> Spencer?s $=per>
Spencer?s Super> ail= 5 #res:
Th& Ta'a G"-7p-F-")a'.E )estside> Star India Bazaar> Steel @unction>
"andmar9> and Titan Industries wit: )orld of Titans s:owrooms> Tanis:A
outlets> C:roma'
K Rah&5a C-"p G"-7p-F-")a'.E S:oppers? Stop> Crossword> $=per Cit=> in
or<it
Li,&.'y(& I%'&"%a'i-%a(B"ifest=le> $ome Centre> MaH> #un Cit= and
International #ranc:ise <rand stores'
Py"a)id R&'ai(-F-")a'.E P=ramid Megastore> TruMart
Ni(2i"i;.-F-")a'.E !ilgiriGs? supermar9et c:ain
S70hi*.ha-F-")a'.E Su<:i9s:a supermar9et p:armac= and telecom discount
c:ain'
T"i%&'h"a- F-")a'.E #a<mall supermar9et c:ain and #a<cit= :=permar9et
c:ain
9i.ha( R&'ai( G"-7p-F-")a'.E 3is:al Mega Mart
BPCL-F-")a'.E In 5 Out
R&(ia%6& R&'ai(-F-")a'.E Reliance #res:
R&(ia%6& ADAG R&'ai(-F-")a'E Reliance )orld
Sh-p"i'& H-(di%2.-F-")a'.E S:oprite $=per
Page 18

ORGANISED RETAIL OUTLETS IN DEHRADUN
9ISHAL MEGA MART

T:e glor= of 3is:al &roup?s success is t:e ascent it :as come to
accomplis: in t:e field of manufacturing and retailing of read=made garments'
T:e credit for t:is radiance goes to its d=namic of directors Mr' Ram C:andra
Agarwal 5 Mrs Uma Agarwal w:o :a;e transformed t:eir foresig:tedness into
an unending saga of growt:' Identif=ing t:e immense mar9et in fas:ion
garment for t:e masses t:e &roup :as actuall= esta<lis:ed <enc:mar9s t:at
man= ot:ers are inspired to follow' !ot resting on its laurels> t:e &roup is <us=
identif=ing new a;enues of growt: and its companies are <us= implementing
t:e eHpansion plans to cas: in on emerging potentials in t:e c:anging <usiness
en;ironment of modern India?s enterprise'
T:e @ewel in 3is:al &roup?s crown is its flags:ip compan= 3is:al Retail "td' a
compan= engaged in $=per mar9et stores wit: an a;erage area of 1*>000 to
40>000 sA' ft' t:roug: an impressi;e c:ain of /,1 full= integrated stores in
spread o;er t:e area of more t:an 16>00>000 sA' ft' in around //0 cities across
India in 16 states' T:e turno;er of t:e compan= for 08B/0 was //0* Crore'
Maintaining t:e :ig:est standards in Aualit= and design> t:ese stores :a;e come
to offer t:e finest fas:ion garments at downBtoBeart: price structure' A fact t:at
is <etter ;isi<le in t:e constant flow of s:oppers all t:roug: t:e =ear' Under t:e
title of 3is:al Mega Mart t:ese stores :a;e emerged as t:e regular :aunts for
t:e <argainB:unters and fas:ion ent:usiasts ali9e'
T:e saga of 3is:al &roup dates <ac9 to 100/ w:en its directors foresaw t:e
emerging potentials in t:e retail industr= w:ic: is indeed t:e largest sector in
t:e glo<al econom=' Im<i<ing its inno;ati;e concepts and tec:niAues t:e &roup
Page 19

identified t:e ;ast scope of growt: in retailing for t:e common man' Its stores
:a;e gained an en;ia<le prominence as <eing t:e ideal store for t:e common
man w:ere an eHtensi;e ;ariet= and Aualit= is offered at a ;er=> ;er= reasona<le
price structure' T:e &roup?s eHpertise in t:e field of retail mar9eting o;er t:e
=ears and its focus on regions> cities and eHact customer preferences :a;e
earned t:e &roup an undisputed leaders:ip status to 3is:al &roup'
Bha"'i R&'ai(
B:arti Retail is a w:oll= owned su<sidiar= of B:arti Enterprises' T:e Compan=
operates eas= da= neig:<our:ood stores and compact :=permar9et stores called
eas= da= Mar9et' B:arti Retail pro;ides consumers a wide range of good
Aualit= products at afforda<le prices' eas= da= stores are one stop s:ops t:at
cater to e;er= famil=Gs da=BtoBda= needs' Merc:andise at eas=da= Mar9et stores
include apparels> :ome furnis:ings> appliances> mo<ile p:ones> meat s:op>
general merc:andise> fruits and ;egeta<les among ot:ers'
Created on t:e neig:<our:ood s:op format> t:e muc:Bawaited retail operations
OEas=a=Owas introduced <= B:arti Retail "imited at e:radun in Uttra9:nad'
B:arti Retail "imited :appens to <e a w:oll=Bowned su<sidiar= of B:arti
Enterprises and its Eas= a= retail operations will act as a oneBstop s:op
catering to a famil=?s da=BtoBda= needs'

As suc:> t:e Eas= a= Stores will pro;ide Indian consumers a wide range of
products of eHcellent Aualit= apart from proffering a nice am<ience and ser;ice'
Among t:e range of items =ou can loo9 forward to <u=ing from t:e Eas=a=
stores include personal care products> stationer=> :ouse:old articles> :osier=
items> dail=Bneed groceries li9e staples> processed foods> <a9er= and dair=
products> meat and poultr= and fres: produce'

Page 20

It was announced <= t:e compan= t:at Eas=a= will gi;es @o<s to t:e locals in
t:e "ud:iana area w:ere it :as <een set up' #urt:er on t:ose w:o will <e
selected for t:e @o< will <e trained <= B:arti Academ= of Retail> w:ic: :as
<een esta<lis:ed <= B:arti Retail "imited' T:is academ= :as alread= trained
a<out />-00 local people from different sections of t:e societ='
KUMAR STORES
6> !es:;illa Road
e:radun> Uttara9:and> 16-00/
P:one !oE Q8/B/4*B1+*4/6* Q8/B8-4,046,-6
EmailE SamraatR3snl'Com
irectionsE It Is "ocated On !es:;illa Road> -00 Metres #rom Cloc9 Tower
$ours of OperationE -E40 Am To -E40 Pm
ClosedE Sunda=
Pa=ment T=peE Cas:> 3isa> Master Card
Business escription
It eals In All (inds Of Cosmetics> &ift !o;elties> ):ite Metal> To=s>
ecorati;e Pieces> $ome Appliances> Stationer= And All Ot:er Items Of ail=
!eed'
Ka/&"i D&pa"')&%'a( S'-"&

4-> Ar:at Bazar>
Sa:aranpur C:ow9
Sa:aranpur Road
e:radun>
Uttara9:and> 16-00/
P:one !oE Q8/B/4*B1+1**/6
irectionsE It Is "ocated At Sa:aranpur C:ow9> **0 Metres from e:radun
$ours of OperationE /0E00 Am To -E40 Pm
ClosedE Sunda=
Pa=ment T=peE Cas:> 3isa> Master Card
Business escription
All T=pes Of Utilit= Items Of omestic Purposes Can Be Purc:ased #rom
$ere'
Page 21

AMARTE=
#rom T:e irectorGs es9 AmarteH was <orn in /8-- as a small clot:B
manufacturing unit> esta<lis:ed <= t:e &ro;er famil= of C:andigar:' Set up
wit: a modest capital> it is toda= a full= integrated manufacturing Compan=>
<oasting of an impressi;e turno;er of Rs' 1*0 Crores and targeting /000 Crores
in coming two =ears'
Mr' Arun &ro;er> t:e Managing irector> was Auic9 to spot t:e discrepancies
in t:e pre;alent manufacturing to retail process' B= t:e time t:e product
reac:ed t:e stories> t:e consumer paid a lot more t:an @ustified'
AmarteH re;olutionized w:ole teHtile industr= in nort: India wit: a swift and
t:oroug: process of <ac9ward integration w:ic: led to t:e setting up of e;er=
lin9 in t:e c:ain' Toda=> t:e compan= :as completed all inB:ouse facilities>
from manufacturing to retailing and is fastest growing'
AmarteH is a full= integrated manufacturing Compan= wit: a <alanced miH of
manufacturing and mar9eting' T:e Compan= is well eAuipped wit: modern
manufacturing and mar9eting infrastructure> suc: as> wea;ing to processing>
designing and garments manufacturing and is t:e fastest growing compan= in
t:e region' All products rolling out of our premises find t:eir wa= to e;er=
noo9 and corner in t:is region t:roug: 46 Compan= owned retail outlets' T:e
Compan= pro;ides consumers wit: a wide ;ariet= of apparel products and
ser;ices to suit t:eir indi;idual needs' )e :a;e car;ed out a nic:e and name in
t:e industr= and cater' AmarteH was <roug:t into eHistence in /8-- <= a team
of competent promoters ;izBaB;iz T:e &ro;er #amil=' T:e core promoters :a;e
more t:an two decades of eHperience in manufacturing and mar9eting of teHtile
products' T:e management of t:e Compan= comprises of an appropriate miH of
Aualified and competent irectors and Managerial Staff'
Page 22

THEORETICAL BACKGROUND
U%i>7& C7.'-)&" P&"6&p'i-% ?UCP$
Mar9eting is a domain w:ic: is d=namic i'e' in;ol;es c:ange> an important
p:enomenon not to <e o;erloo9ed' )e :a;e come across a term MUniAue
Selling PropositionN CUSPD w:ic: companies feel as a constant factor' E;er=
organization is an open s=stem of management w:ic: means c:ange is
ine;ita<le and is associated wit: en;ironmental factors' Companies need to
focus not onl= on USP of t:eir products <ut also on t:e MUniAue Customer
PerceptionN CUCPD of t:e final end users'
T:e prop of mar9eting is <ased on t:e need identification and t:e USPGs are
prepared <ased on t:e identified needs' If t:e needs are wrongl= identified t:en
e;en t:e USPGs w:ic: are uniAue to t:e product would not ser;e t:e purpose'
USP identifies a productLser;ice from its competitors w:ile UCP is t:e
perception or picture a customer de;elops from all t=pes of promotional inputs
from t:e compan= a<out t:eir product or ser;ice' It is often seen t:at some
<rands do eHtremel= well compared to ot:er <rands :a;ing t:e same resources'
T:e reason for t:e <rands not to do well is pro<a<l= t:e communications w:ic:
does not reflect t:e customer?s perception' So it is not t:e USP <ut UCP t:at
pla=s an important role 'T:is :as lead to t:e concept B MCustomer Perception is
t:e Rule and not Customer SatisfactionN'
Remem<er t:at a customer alwa=s <u=s a product or ser;ice wit: a lot of
eHpectations w:ic: :e :as deri;ed from t:e promotional inputs of t:e compan=
or ot:er sources including word of mout:' So a customer would <e satisfied
w:en Performance is eAual to EHpectation w:ile would not <e satisfied w:en
Performance does not matc: wit: EHpectations' !ow t:is eHpectation is w:at
:as <een deri;ed from perception'
Perception is not good or <ad> rig:t or wrong> it is @ust t:e wa= someone @udges
an eHperience <ased on t:eir ;alue s=stem of w:at t:e= <elie;e s:ould :appen'
Since people are uniAue> eac: of t:eir perceptions are uniAue 'On t:e ot:er
:and eac: situation is a Spoint of contactS wit: an emplo=ee t:at will tell t:e
customer a Strut:S a<out t:e compan=Gs idea of customer ser;ice' Eac: situation
will create eHpectations? of w:at t:e neHt eHperience will pro<a<l= <e li9e'
Companies spend considera<le amount on ad;ertisement and in t:is world of
competiti;e ad;antage ad;ertisement :as to <e repetiti;e in nature' So
companies need to understand t:e UniAue Customer Perception to facilitate
ad;ertising and Sales Promotional CASPD efforts towards a <etter <argain' T:e
cost incurred on ad;ertisement is :uge i'e' if we refer to t:e * MGs of
ad;ertising> Mone= is a <udgetar= constrain for an ideal ad;ertising campaign'
Page 23

T:us UCP :as to <e rig:tl= anal=zed for <etter results <= t:e compan= to matc:
performance and eHpectation'
Page 24

RE9IE OF LITERATURE
Most of t:e consumers w:o ;isit retail outlets regularl= are t:e =out:' T:e rest
of t:e population w:o ;isit t:e retail outlets under stud= can <e listed in t:e
following descending order of distri<ution P t:e wor9ing age group> t:e older
age group> t:e middle age group> and senior citizens'
It is not surprising t:at t:e =out: most freAuent malls and retail stores' ):at is
uneHpected> :owe;er> is t:e fact t:at more people w:o fall into t:e older age
group ;isit t:e retail stores t:an t:ose w:o fall in t:e middle age group' T:en
again> t:is deduction cannot <e applied to t:e entire population of Bangalore'
T:e disparit= can <e attri<uted to t:e small size of t:e sample under stud='
More women ;isit retail outlets t:an men' Two> more women are willing to fill
out Auestionnaires and ta9e a sur;e= t:an men' A large num<er of consumers
;isit retail outlets for clot:esLdressesLapparel' Accoutrement is t:e :ottest
selling item t:at an= retail outlet can pro;ide' OneBt:ird of t:e respondents
indicated t:at t:e ;isit retail outlets to purc:ase groceries' Clot:ing is t:e
fastest mo;ing consumer good' Retail outlets t:at pro;ide apparel can see a
:ig:er rate of turno;er and sales ;olume' Customers gi;e ;alue to a great man=
num<er of factors w:en deciding w:ic: store to s:op at' It would <e prudent on
t:e part of t:e compan= to identif= t:eir strong and wea9 areas> w:ic: attract or
dri;e awa= customers toLfrom t:eir stores' ):en c:oosing to s:op at a
particular store> or w:en fa;ouring one store o;er t:e ot:ers> it is seen t:at most
consumers ma9e t:is decision <ased on t:e Aualit= of t:e products on offer'
Ma@orit= of t:e respondents feel t:at tele;ision ad;ertising is t:e most effecti;e
means of ad;ertising' T:is is indicati;e in spite of large num<er of commercials
t:at t:e pu<lic is <om<arded wit:'&ood num<er of target consumers is satisfied
wit: t:e stores at large' $owe;er> t:ere are t:ose w:o are unsatisfied or w:o
:a;e ne;er ;isited t:e store at all' Suc: consumers form t:e potential mar9et
t:at t:e companies must stri;e to attract'
P MT:e Stud= of consumer perception of t:ree retail c:ains in Bangalore'N
T:e consumer?s preferences are c:anging rapidit= and <ecoming :ig:l=
di;ersified' It is difficult for t:e retail stores to satisf= all t:e needs of t:e
customers' T:e most of t:e consumer?s want to get some attracti;e prices> good
sc:emes and offers on e;er= purc:ases and a s:opping comfort as well' T:ose
w:o are a<le to purc:ase t:eir needs and want for a mont: in a <ul9 prefer to
go to t:e retail c:ains' Because of competitions in t:e mar9et t:e <randed
Page 25

formals are also <ecame c:eaper so t:e =ounger generation prefers to purc:ase
from t:e retail outlets of t:e <rand t:e cit=' Onl= t:e <ig retail c:ains are a<le to
satisf= all t:ese needs of t:e new age consumers w:ereas t:ere is still some
consumers mostl= of t:e old age are willing to purc:ase from t:e local 9irana
store' Some of t:em :a;e perception t:at t:ese <ig stores are too costl= to
afford and some of t:em are not a<le to ma9e purc:ases in a <ul9 so t:e= do
not want to waste t:eir time to go especiall= to t:e <ig store for 1B4 items
purc:ase' In t:e case of ot:er items li9e wristwatc:es> <randed @eweller=>
mo<iles> gift items and ot:er> t:e= prefer to ta9e it from w:ere t:e= are getting
c:eap prices> good after sales ser;ices and t:e goodwill of t:e store'
After stud=ing t:e customer sur;e= Auestionnaire statisticall= and t:eoreticall=
as well and after o<ser;ing t:e consumer?s mood and t:eir preferences I can
sa= t:at Big Retail is :ere to sta=' Assuming t:at impro;ements in
infrastructure and lower real estate costs <ecome a realit=> Big Retail still :as a
long wa= to go <efore satisf=ing t:e :ig:l= di;erse needs of t:e Indian
population' As a result> t:ere will <e a stead= state w:ere Big Retail will coB
eHist wit: Small Retail'
P M&rowt: of Retail sector in IndiaN
#rom t:is researc:> t:ere are ma@orit= no' of customers w:o <u=s more t:an 4
times in a mont: as compare to ot:er customers' So t:ese customers are lo=al
customer' !o of ot:er customers w:o <u= more t:an 1 times> / time in a mont:
are also t:ere' T:ere were :ig:er percentages of customers w:o li9e to <u=
from S:oppers stop as compare to ot:er competitors' CP=ramid> Pantaloons
etc'D means ma@orit= of customers are li9e to s:op from S:oppers stop' So <=
organizing some e;ents or wit: good product range 5 discounts> t:ese
remaining customers get di;erted' As per t:e data collected t:roug: t:is sur;e=>
we can sa= :ig:er no' of customers are =oungsters' Along wit: professionals>
<usinessmen etc' Between t:e age group 1*B4*'
Ma@orit= of females customers are t:ere> as compare to male customers' As per
income range is concern> ma@orit= of customers are :ig: class customer?s
means income C40000QLmont:D'w:o lo;es to s:op in "ifest=le' T:e= are reall=
<rand conscious' T:ere is :ig:er no' of customers w:o spend more t:an 4000
for t:eir / time s:opping> more t:an 4000 also' Some customers are t:ere w:o
e;en s:op more t:an /0000 also'
P MRetail sector in IndiaN
In t:e past few =ears t:e w:ole concept of s:opping :as <een altered in terms
of format and consumer <u=ing <e:a;ior' )it: t:e increasing ur<anization> t:e
Page 26

Indian consumer is emerging as more trendBconscious' T:ere :as also <een a
s:ift from price considerations to designs and Aualit= as t:ere is a greater focus
on loo9ing and feeling good Capparel as well as fitnessD' At t:e same time> t:e
Indian consumer is not <eguiled <= retail products w:ic: are :ig: on price <ut
commensuratel= low on ;alue or functionalit=' $owe;er> it can <e said t:at t:e
Indian consumer is a paradoH> w:ere t:e discount s:opper lo=alt= ta9es a
<ac9seat o;er price discounts'
Indians :a;e grown ric:er and t:us spending more on ;e:icles> p:ones and
eating out in restaurants' T:e spending is focused more outside t:e :omes>
unli9e in ot:er Asian countries w:ere consumers :a;e tended to spend more on
personal items as t:e= grow ric:er' Spending on luHur= goods :a;e increased
twice as fast wit: 1L4 of IndiaGs population is under 4*> consumer demand is
clearl= growing' T:e mall mania :as <oug:t in a w:ole new <reed of modern
retail formats across t:e countr= catering to e;er= need of t:e ;alueBsee9ing
Indian consumer' An a;erage Indian would see a mall as a perfect wee9end
getawa= wit: famil= offering t:em entertainment> leisure> food> s:opping all
under one roof'
P An anal=sis of Indian Retail sector
P< GERMAIN
Th& 67.'-)&"@. p&"6&p'i-%: Customer perception is an important component
of our relations:ip wit: our customers' &i;en t:at 80J plus of our orders at
some point in;ol;e t:e p:one> :ow we :andle t:e telep:one is essential to
creating a perception for our customer t:at aligns wit: t:e compan= mission of
ser;ice' Smiling stretc:es =our ;ocal cords> and gi;es a more up<eat
presentation to t:e customer' Slowing down ensures t:at t:e customers
perception is of an organized s=stematic compan= t:at can :andle t:eir pro@ect'
&etting it done rig:t and on time consistentl='
Article sourceE :ttpELLwww'fi<re1fas:ion'com
BY SOUMEN CHATTER<EE
U%i>7& 67.'-)&" p&"6&p'i-% ?UCP$: According to soumen> UniAue Customer
Perception is w:at is reAuired <= companies instead of UniAue Selling
Proposition' It is ultimatel= t:at customer loo9 for satisfaction <ased on t:e
picture of perception deri;ed from ;arious sources' If t:ese perceptions of
customer can <e anal=zed t:en promotion would <e easier for customer centric
mar9eting' T:is :as lead to t:e concept B MCustomer Perception is t:e Rule and
not Customer SatisfactionN'
Page 27

Article SourceE :ttpELLEzineArticles'comLTeHpertFSoumenUC:atter@ee
BY <EN B
B"a%d "&6-2%i'i-% 3i(( 6ha%2& 67.'-)&" p&"6&p'i-%: According to 2enB> for
a <igger stronger <usiness =ou :a;e to get some serious <rand recognition
:appening' People need to 9now =our name <efore an= t:ing else' .ou want
people to t:ing of =ou a certain wa= too'
T:is is t:e tic9et to getting t:e image t:at =ou want' If =ou get a lot of <lan9
loo9s from people t:at are not current customers t:en =ou pro<a<l= :a;e no
recognition at all' T:at means it is time for an ad;ertising switc:' E;en if
people don?t <u= t:e product t:e= will recognized t:e name' Remem<ering a
<usiness is one step closer to trusting a <usiness' Brand recognition is
accomplis:ed onl= <= people seeing =our logo and <usiness name o;er and
o;er again' T:is will create t:e repetition t:at =our customers and future
customers need to pic9 =our product out of a crowd time and time again'
Article SourceE :ttpELLwww'a/articles'comLarticleU/04*8/,U/*':tml
HUAEI
Sa'i.,y 67.'-)&". p&"6&p'i-% i. 'h& 0i22&.' 6ha((&%2&: In meeting customersG
reAuirements and measuring customersG satisfaction indeHes> customer
perception s:ould <e definitel= a 9e= consideration' %ualified ser;ices in t:e
operation eHecution la=er> tec:nical management la=er and <usiness
de;elopment la=er are necessar=' It is more important to understand customer
eHpectations and ma9e efforts to eHceed t:eir eHpectations' In customer
satisfaction management> t:e <iggest c:allenge is customer perception
management> or customer perception satisfaction' T:e ma@or c:aracteristics of
ser;ice is intangi<le> :ence t:e core ;alue of ser;ices is not li9e a p:=sical
product <ut t:e spiritual eHperience and perception of customers' T:e final aim
and ideal effect of ser;ice pro;isioning is to :a;e customers percei;e and en@o=
t:e ser;ice' Suc: perception is <ot: at ps=c:ological and <e:a;iour le;els> and
it is t:e contents of :ig: Aualit= life in t:e modern societ=' Customers are
see9ing for material deli;era<les as well as percepti;e en@o=ment w:en
purc:asing a ser;ice product'
Since percepti;e en@o=ment is a ;ital ser;ice o<@ecti;e> one of t:e 9e= ser;ice
management o<@ecti;es s:all <e meeting customersG percepti;e en@o=ment'
Article sourceE $uawei Tec:nologies Co' "td
MORGAN STANLEY
Page 28

A7i6* C-))&%' P Impact on our ;iewsE )e met Ra9es: Bi=ani> irector
#uture &roup> w:o :eads t:e retail <usiness' Our in;estment t:esis regarding
impro;ing <usiness outloo9 and a;aila<ilit= of capital to fund growt: plans
continues to :old good' Management :as consciousl= s:ifted focus to growt:
Aualit= rat:er t:an @ust growt:' )e reiterate our O;erweig:t rating and <elie;e
t:at an= ;olatilit= in t:e stoc9 price s:ould <e ;iewed as an entr= opportunit='
$ere are t:e 9e= ta9eawa=s from t:e meetingE Aggressi;e growt: and margin
targetsE PRI" :as set an aggressi;e /+B/,J same store growt: CSS&D target for
#10/0' T:is compares wit: #1008 SS& of ,'0J' T:e compan= plans to ac:ie;e
t:is target <= adopting acti;e merc:andise management' #irst> t:e compan= is
li9el= to ensure t:at its fastestBselling products don?t go out of stoc9' It :as
increased its order per S(U range from 800B/>600 to +00B+>000 to ensure
reduced stoc9 outs for fastBselling products' Second> it :as put in place a s=stem
to continuousl= monitor underperforming categoriesLsegmentsLS(Us so t:at
t:e= can <e immediatel= replaced' T:ird> it :as impro;ed product Aualit= and
pricing across its merc:andise Cparticularl= pri;ate la<elD to ensure mar9et
s:are gains' #ourt:> it :as now set storeBwise> productBwise and S(UBwise>
dail=Lwee9l= sales targets so t:at t:e monitoring and feed<ac9 s=stem impro;es
significantl='
F-67. -% &,,i6i&%6y '- i)p"-/& )a"2i%.: T:e management is targeting 100B
1*0 <ps impro;ement in gross profit margin> a 40J reduction in logistic costs>
and a reduction in nonstore in;entor= during #10/0' &ross margin
impro;ement is li9el= to <e dri;en <= impro;ement in sellBt:roug: ratio CJ of
products sold t:roug: t:e primar= storeD> from ,8J in #1008 to -8J in #10/0'
T:e compan= ac:ie;ed ,8J in #1008> w:ic: was an impro;ement from +6J
in #100-' Significant impro;ement in pri;ate la<el contri<ution> particularl= in
t:e apparel segment> ma= also :elp t:e o;erall miH impro;ement'
TRENT LEYSHAN
C"&a'i%2 'h& "i2h' B9a(7& P&"6&p'i-%; ,-" y-7" C7.'-)&".
According to Trent "e=s:an 3alue Perception C3PD is t:e opinion =our
potential and current customers :a;e of =our product or ser;ice' T:is
perception determines t:e ;alue it adds to t:em in line wit: t:e pro<lems it
needs to sol;e or aspirations t:e= want it to fulfil' Irrespecti;e of =our
customer?s opinion <eing rig:t of wrong in =our mind> t:eir opinion matters
none t:e less> in fact> criticall= so' Some ma= suggestV MBut t:e customer m=
:a;e it wrongN In t:is instance we respondE w:ose fault is t:atE t:e customer>
sales person> sales manager> mar9eting dept or Compan= irectorsT One t:is is
for sure> it certainl= isn?t t:e customers fault' 3alue cascades down t:e ;alue
deli;er s=stem into t:e customer' A <rea9down on an= le;el can <e detrimental
Page 29

to a compan=?s success' T:e customer?s positi;e perception> along wit: an
effecti;e sales process will :elp t:e customer ma9e t:e appropriate <u=ing
decision'
Article sourceE www'trentle=s:an'com W
MERCHANDISE ASSORTMENT PLANNING
T:e retailer must ma9e decisions regarding t:e merc:andise offered depending
on t:e sales targets and financial o<@ecti;es of t:e store'
Retailer s:ould <e ;er= careful w:ile deciding on t:e amount of stoc9 to <e
maintained in eac: categor=V if large stoc9s are maintained in a particular
categor=> t:ere ma= not <e sufficient resources left for pro;iding a deeper
assortment of goods' B= ta9ing into consideration t:is p:enomenon all Peter
England specialt= stores are maintained on t:e <asis of t:e per sAuare foot
S(Us' It means t:at as s:own into t:e figures of assortment> e;er= S(U are
replenis:ed in t:e fiH Auantit='
STORE LAYOUT
T:ere are some 9e= factors t:at a retailer s:ould ta9e into account> w:ile
de;eloping a la=out protot=pe' T:e following are t:e optimizing factorsE
Increasing sales
MaHimizing returns per sAuare foot
Coordinating t:e merc:andise wit: t:e store format'
Allowing fleHi<ilit= in store design'
Recognizing t:e needs and safet= of t:e customers
T:e store la= out s:ould ena<le and incite t:e customers to mo;e around t:e
store to purc:ase more products t:an t:e= :a;e actuall= planned for'
T:e store la=out s:ould tempt customer to wal9 along t:e ineHpensi;e
merc:andise displa= section for impulse <u=ing and t:en mo;e on to eHpensi;e
merc:andise'
T:ere are t:ree t=pes of store la=out
/' &rid la=out
1' Race trac9 la=out
4' #reeBform la=out
STORE E=TERIORS
&enerall=> t:e first impression of a customer a<out a store is formed <= its
eHteriors' T:e eHterior of a store pla=s a ;ital role in attracting new customers
Page 30

and retaining eHisting customers' Retailer w:ile planning t:eir store eHterior
ma= consider an= of t:e following option'
/' Modular structure
1' Prefa<ricated structure
4' Protot=pe structure
6' Recessed structure
*' istinct structure
Ma">7&&: t=picall= carries store name along wit: t:e trade mar9s' $ere =ou
can see Peter England marAuee is not muc: <low= and outside sign<oard is put
w:ic: matc:ing wit: its positioning tag line M$onestl= Impressi;eN'
E%'"a%6& a%d di.p(ay 3i%d-3: #rom t:e p:otograp: we can clearl= ma9e out
t:at t:ere is onl= one entrance in t:e store w:ic: s:ows t:e displa= of
merc:andise w:ic: store offers> so t:at it can attract t:e pedestrians easil='
D--" 'yp& a%d 3a(* a3ayE t:e door is of pus:Bpull t=pe w:ic: eases traffic
congestion at t:e entrance and allows t:e customer to see interiors' T:ere is
ample of space a;aila<le for t:e customer to freel= mo;e inside t:e store <ut
<ecause of t:e smaller par9ing space a;aila<le> w:ic: is outside t:e store> it
<ecomes ;er= congested sometimes'
STORE INTERIORS
T:e principal o<@ecti;e of an= retailer is to maHimize its sales and customer
satisfaction> and to minimize t:e operational costs' T:erefore> t:e interior of t:e
store s:ould <e designed in suc: a wa= t:at it ser;es'
Li2h'i%2 a%d F"a2"a%6&
In t:e store lig:ting is used intelligentl= to :ig:lig:t t:e merc:andise and
attract customers to specific departments in t:e store'
Some of t:e main o<@ecti;es t:e= :a;e ac:ie;ed wit: lig:ting are followingE
$ig:lig:ting t:e displa=ed product'
Capturing customer?s mood'
Mas9ing t:e unattracti;e features or places of t:e store'
T:ere is also a mild fragrance a;aila<le into t:e store to influence t:e
Purc:asing decisions of t:e target mar9et'
Page 31

INER5REAI6N
7
ANA&!SES
Page 32

R&.&a"6h a%d M&'h-d-(-2y
T:e stud= focuses on E$RAU! cit=> as it is t:e industrial capital of
UTTARA($A!> and it portra=s crossBsections of t:e societ=' #i;e mega
marts> namel=> 3is:al Mega Mart> Eas= da=> AmarteH> (umar?s stores and
(a;eri departmental stores> were randoml= selected for t:e stud=' #ift= ;isiting
customers from eac: mega mart were personall= inter;iewed wit: t:e :elp of a
speciall= structured Auestionnaire' In t:is wa=> 1*0 customers were inter;iewed
for t:e stud='
CustomersG perceptions towards different aspects of mega marts were compared
<= using Anal=sis of 3ariance CA!O3AD'
S-6i-&6-%-)i6 Cha"a6'&"i.'i6. -, 'h& C7.'-)&".
A2&: T:e data gi;en in Ta<le / s:ows t:at :alf of t:e customers <elonged to
t:e age group of /+B1* =ears' T:is s:ows t:at =ounger people ;isit mega marts
more freAuentl= as compared to t:eir older counterparts' T:is proportion
<ecomes 41'00J in t:e age group of 1+B4* =ears' T:is s:ows t:at t:e older
people en@o=ed t:eir old set pattern of mar9eting'
S&C: Ma@orit=> i'e'> *,'10J of t:e customers were female> w:ile onl= 61'-0J
of t:em were male' T:is ma= <e due to t:e now female domination in t:e
decision ma9ing process in t:e famil='
P(a6& -, R&.id&%6&: As :ig: as ,/'10J of t:e customers <elonged to t:e ur<an
areas> w:ile 1-'-0J of t:em came from rural areas' T:us> t:e ur<an population
dominates t:e Auantum of customers at mega marts'
Ed76a'i-%: T:e anal=sis s:ows t:at t:e customers wit: educational le;el up to
graduation> accounted for 60'-0J> w:ile t:e customers wit: :ig:er educational
le;el> came to <e 40'-0J onl=' T:e :ig:est proportions of customers C66'60JD
were en@o=ing medium le;el of education' T:is indicates t:at among t:e :ig:l=
educated customers> mega marts could not <ecome popular> and t:e= mig:t
:a;e preferred to go to malls 9eeping wit: t:eir educational status'
Page 33

Fa)i(y I%6-)&: T:e data s:ows t:at t:e proportion of customers ;isiting mega
marts was in;ersel= related wit: t:e famil= income' It came down from +1'10J
of customers wit: low famil= income up to Rs' 1*>000 per mont: to +'60J of
t:em :a;ing famil= income of more t:an Rs' *0>000 per mont:' T:is s:ows
t:at mega marts could not attract t:e ;er= ric: class' T:e= ma= instead prefer
malls for s:opping' T:us> people wit: :ig: education and income do not ;isit
t:e mega marts freAuentl='
Ta0(& # : S-6i-&6-%-)i6 Cha"a6'&"i.'i6. -, C7.'-)&". -, M&2a Ma"'.
S-6i--E6-%-)i6
Cha"a6'&"i.'i6.
N7)0&" -, C7.'-)&". P&"6&%'a2& ? D $
Age /!ears0 :
/+ P 1* //6 6*'+0
1+ P 4* -0 41'00
4+ P 6* 40 /1'00
6+ P ** /1 6'-0
*+ P +* /6 *'+0
A<o;e +* 0 0'00
P(a6& -, "&.id&%6&
"7"a( ,1 1-'-0
7"0a% /,- ,/'10
8ender :
Male /0, 61'-0
#emale /64 *,'10
Education :
Matriculate + 1'60
Intermediate 4* /6'00
&raduate /01 60'-0
Post &raduate ,, 40'-0
A<o;e Post &raduate 40 /1'00
Famil- Income /Rs3
"ont( 0 :
Up to /0>000 +4 1*'10
/0>000 P 10>000 86 4,'+0
Page 34

10>000 P *0>000 ,, 40'-0
A<o;e *0>000 /+ +'60
$ecision "a2er :
Self /-, ,6'-0
Ot:ers +4 1*'10
D&6i.i-% Ma*&": Ma@orit=> i'e'> ,6'-0J of t:e customers were decision ma9ers
t:emsel;es> w:ile onl= 1*'10J of t:em <elonged to t:ose families w:ere t:e
decision ma9er was some ot:er famil= mem<er' T:us> self decision ma9ing
dominates t:e purc:asing scenario at t:e mega marts'
T:erefore> it can <e said t:at ma@orit= of t:e customers of mega marts were
=oung female from ur<an areas> wit: medium le;el of education> and low le;el
of famil= income'
P&"6&p'i-%. -, 'h& C7.'-)&". T-3a"d. M&2a Ma"'.
T:e perceptions of t:e customers towards different aspects related to mega
marts were o<ser;ed t:roug: a num<er of "i9ert scaleB<ased> ran9ingB<ased
and multiple c:oiceB<ased Auestions'
P"&,&"&%6& ,-" M&2a Ma"'.
T:e data gi;en in Ta<le 1 s:ows t:at t:e :ig:est proportion> i'e'> 61'60J of t:e
customers assigned /
st
ran9 to 3is:al Mega Mart> w:ile on t:e ot:er :and> as
:ig: as 4,'+0J of t:em assigned t:e lowest ran9> i'e'> *
t:
ran9 to 9a;eri
departmental stores' T:e o;erall ran9ing came to <e /
st
in fa;our of 3is:al
Mega Mart> followed <= eas=da=> AmarteH and (umar stores> w:ile 9a;eri
departmental stores could onl= secure t:e least preference of t:e customers'
3is:al Mega MartGs first position ma= <e due to its eas= approac: location and
par9ing facilities> compared to ot:er mega marts' T:e Critical ifference
CC''D ;alue indicated t:at t:oug: t:ere were some differences in t:e o;erall
ran9ing of different mega marts> <ut statisticall= 3is:al Mega Mart> 3BMart
and eas=da= were at par' T:ese t:ree mega marts acAuired t:e /
st
preference>
w:ile eas= da= and (umar stores could secure t:e 1
nd
preference of t:e
customers'
Page 35

Ra%*i%2 -, M&2a Ma"'. i% O"d&" -, P"&,&"&%6& ,-" Sh-ppi%2
Ma((.
Ra%* A..i2%&d M&a%
Ra%*
O/&"a((
Ra%*
# + 1 4 E
3is:al
mega mart
/0+
C61'60D
*,
C11'-0
D
*/
C10'60D
11
C-'-0D
/6
C*'+0D
1'40 I
Eas= da= +6
C1*'+0D
-8
C4*'+0
D
*+
C11'60D
14
C8'10D
/-
C,'10D
1'-4 I
AmarteH 6+
C/-'60D
+8
C1,'+0
D
,6
C18'+0D
4-
C/*'10D
14
C8'10D
4'*+ II
(umar?s
stores
14
C8'10D
4*
C/6'00
D
6*
C/-'00D
+8
C1,'+0D
,-
C4/'10D
1'*, I
(a;eri
department
al stores
//
C6'60D
/4
C*'10D
4+
C/6'60D
8+
C4-'60D
86
C4,'+0D
4'-4 II
#Bratio ,'-8 B
C'' ',-81 B
N-'&: O;erall ran9 is <ased on t:e ;alue of C''
Page 36

R&a.-%. ,-" P"&,&""i%2 a M&2a Ma"'
A perusal of Ta<le 4 s:ows t:at t:e ;ast ma@orit=> i'e'> ,8'10J of t:e customers
agreed upon t:e con;enience of t:e mega mart responsi<le for t:eir preference'
T:is agreement on con;enience was followed <= reasons li9e less time
consuming C,,'+0JD> safet= C,/'10JD and location C,0'00JD> w:ile t:e lowest
proportion> i'e'> +1'60J of t:e customers agreed upon t:e uniAueness of t:e
mega mart responsi<le for t:eir preference for a mega mart'
EC'&%' -, A2"&&)&%' -% Di,,&"&%' R&a.-%. ,-" P"&,&""i%2 a Pa"'i67(a"
M&2a Ma"'
R&a.-%. A2"&& N&7'"a( Di.a2"&
&
M&a%
S6-"&
O/&"a((
P"&,&"&%6&
Safet=
CJD
/,-
C,/'10D
6*
C/-'00D
1,
C/0'-0D
0'+0 I
Con;enience
CJD
/8-
C,8'10D
6-
C/8'10D
6
C/'+0D
0',, I
UniAueness
CJD
/*+
C+1'60D
*8
C14'+0D
4*
C/6'00D
0'6- II
"ess Time Consuming
CJD
/86
C,,'+0D
46
C/4'+0D
11
C-'-0D
0'+- I
"ocation
CJD
/,*
C,0'00D
+*
C1+'00D
/0
C6'00D
0'++ I
#Bratio 8'1/ B
C'' 0'/-81 B
N-'&: O;erall performance is <ased on t:e ;alue of C''
Page 37

O;erall preference for a particular mega mart came to <e t:e :ig:est of t:e
order of 0',8 C,8JD in fa;our of con;enience of t:e mega mart> w:ile t:e
lowest preference was found to <e in case of uniAueness of t:e mega mart' T:e
C'' ;alue indicates t:at t:e customers preferred a particular mega mart
9eeping in ;iew t:e con;enience and location at t:e /
st
place> followed <=
safet=> uniAueness and less timeBconsuming status at t:e 1
nd
place' T:us> t:e
mega marts s:ould <e con;enient in terms of space> product range> <illing
s=stem> multiple c:oice> etc'> and s:ould <e located wit:in an eas= approac:'
Sa,&'y a%d Pa"*i%2 Fa6i(i'i&.
T:e customer?s opinion regarding safet= and par9ing facilities at t:e mega
marts is contained in Ta<le 6' As muc: as */'10J of t:e customers were
satisfied o;er t:e safet= at mega marts> w:ile 40'-0J of t:e customers
eHpressed dissatisfaction o;er t:e same' A<out /8J of t:em could not
comment on t:e safet= status at t:e mega marts' O;erall safet= could secure
onl= 0'10 C10JD score <= t:e customers' T:is s:ows t:at safet= at t:e mega
marts is poor'
Page 38

EC'&%' -, C7.'-)&".; Sa'i.,a6'i-% -% Sa,&'y a%d Pa"*i%2 Fa6i(i'i&. a'
M&2a Ma"'.
A! Sa,&'y N7)0&" -, C7.'-)&". D
Satisfied /1- */'10
!eutral 6* /-'00
issatisfied ,, 40'-0
Mean Score 0'10 B
B! Pa"*i%2 Fa6i(i'i&.
Satisfied 8+ 4-'60
!eutral +, 1+'-0
issatisfied -, 46'-0
Mean Score 0'06 B
As far as par9ing facilities at t:e mega marts are concerned> onl= 4-'60J of
t:e customers were satisfied> w:ile 46'-0J of t:em eHpressed t:eir
dissatisfaction o;er t:e par9ing facilities' T:e mean le;el of satisfaction o;er
par9ing facilities at mega marts came to <e 0'06C6JD> indicating an o;erall
dissatisfaction of customers o;er par9ing facilities at t:e mega marts'
U'i(i'y -, M&2a Ma"'.
T:e customers were as9ed a<out t:eir eHtent of agreement o;er different utilit=
aspects of mega marts in terms of XagreeG> XneutralG> and XdisagreeG> and t:e same
are presented in Ta<le *' It s:ows t:at t:e :ig:est proportion> i'e'> 8-'00J of
t:e customers agreed upon mega marts as a place to s:op> w:ile t:e least
proportion> i'e'> 61'00J too9 t:e mega marts as a place to socialize' T:e mean
score of agreement ranged <etween 0'8- in fa;our of mega marts as a place to
s:op> and 0'/8 in fa;our of mega marts as a place to socialize' T:e C ;alue
con;e=s t:at t:e eHtent of agreement as a place to s:op significantl= came to <e
t:e :ig:est> followed <= a place to compare' T:e mega marts as a place of
en@o=ment and a place to eHperience> could secure t:e t:ird rating> w:ile 6
t:
and
Page 39

t:e lowest stage rating was found to <e in case of mega marts as a place to
socialize' T:us> t:e mega marts are generall= ta9en to <e a place to s:op and to
compare'
EC'&%' -, A2"&&)&%' -% Di,,&"&%' U'i(i'y A.p&6'. -, M&2a Ma"'.
U'i(i'y A.p&6'. A2"&& N&7'"a( Di.a2"&& M&a%
S6-"&
O/&"a((
Ra'i%2
A Place to S:op
CJD
16*
C8-'00D
*
C1'00D
0
C0D
0'8- I
A Place to
Socialize
CJD
/0*
C61'00D
--
C4*'10D
*,
C11'-D
0'/8 I3
A Place to En@o=
CJD
/*0
C+0'00D
+,
C1+'-0D
44
C/4'1D
0'6, II
A Place to
EHperience
CJD
/,+
C,0'60D
6*
C/-'00D
18
C//'+D
0'*8 II
A Place to
Compare
CJD
/10
C6-'00D
/06
C6/'+0D
1+
C/0'60D
0'4- III
#Bratio /4'0*
C'' '0841
N-'&: O;erall rating is <ased on t:e ;alue of C''
Page 40

Sp&%di%2 -% Di,,&"&%' I'&).
T:e data gi;en in Ta<le + s:ow t:at t:e :ig:est proportion> i'e'> 4*'80J of t:e
customersG total spending was incurred on clot:ing?s> followed <= /+'*+J on
footwear?s> /6'8-J on grocer= and /1'8-J on cosmetics' T:e lowest
proportion> i'e'> 0'-1J of t:e total spending at mega marts was incurred on
communication instruments> followed <= 1'0-J on artificial @eweller= and
,'-1J on cosmetics' T:us> it can <e said t:at t:e mega marts emerged as t:e
most common s:opping centres for clot:ing?s'
A/&"a2& P"-p-"'i-% -, Sp&%di%2 -% Di,,&"&%' I'&). a' M&2a Ma"'.
I'&). M&a% P-.i'i-% ?D$
&rocer= /6'8- III
Cosmetics /1'1- I3
2eweller= 1'0- 3II
Clot:ing 4*'80 I
Eata<les 8'*+ 3
#ootwear /+'*+ II
Consumer ura<les ,'-1 3I
Communications '-1 3III
T-'a( #FF!FF
Page 41

P"&,&"&%6& ,-" Di,,&"&%' Sa(& P"-)-'i-% S6h&)&.
A perusal of Ta<le , leads to t:e fact t:at ma@orit=> i'e'> +1'60J of t:e
customer?s assigned /
st
ran9 to cas: discount offered at mega marts> w:ile t:e
least ran9 was assigned to guaranteeLwarrant= <= as :ig: as 6*'+0J of t:e
customers' T:e o;erall ran9ing <ased on C'' ;alue came to <e /
st
in fa;our of
cas: discount> followed <= free gifts sc:emes and financing facilities> w:ile t:e
least and t:e fift: ran9 was found to <e in case of guaranteeLwarrant=> preceded
<= luc9= draw sc:emes' T:is s:ows t:at cas: discount and free gifts sc:emes
emerged as t:e most common sale promotion sc:emes amongst customers at
mega marts'
Ra%*i%2 -, Di,,&"&%' Sa(& P"-)-'i-% S6h&)&. A''"a6'i%2 C7.'-)&". M-.'
P"-)-'i-%a(
S6h&)&.
Ra%* A..i2%&d M&a%
Ra%*
O/&"a((
Ra%*
# + 1 4 E
Cas:
iscount CJD
/*+
C+1'60D
6+
C/-'60D
16
C8'+0D
/*
C+'00D
8
C4'+0D
/'-8 I
"uc9= raw
Sc:emes CJD
/4
C*'10D
4*
C/6'00D
*6
C1/'60D
,/
C1-'60D
,,
C40'-0D
4'*6 I3
#ree &ifts
Sc:emes CJD
*8
C14'+0D
//6
C6*'+0D
+/
C16'60D
/*
C+'00D
/
C0'60D
1'/8 II
#inancing
#acilit= CJD
/6
C*'+0D
1-
C//'10D
-4
C44'10D
/0+
C61'60D
/8
C,'+0D
4'46 III
&uaranteeL
)arrant= CJD
41
C/1'-0D
4-
C/*'10D
/-
C,'10D
6-
C/8'10D
//6
C6*'+0D
4'86 3
#Bratio -',- B
C'' '/-+8 B
N-'&: O;erall ran9 is <ased on t:e ;alue of C''
Page 42

I)p-"'a%6& -, Di,,&"&%' Fa6'-". ,-" P7"6ha.& D&6i.i-%
Some factors were identified w:ic: influence t:e decision ma9ing for purc:ase
<= t:e customers' T:e factors were rated as per t:e le;el of importance' T:e
results are presented in Ta<le -' It is o<;ious from Ta<le - t:at t:e :ig:est
proportion> i'e'> ,6'-0J of t:e customers considered t:e Aualit= of products as
most important> followed <= +4'+0J in fa;our of discount' Am<ience was t:e
most important factor onl= for -'60J of t:em> w:ile onl= for //'10J> t:e
pressure from famil= mem<ers came to <e t:e most important factor w:ile
ma9ing a purc:ase decision' T:e mean rating of factors in terms of importance
came to <e significantl= t:e :ig:est for Aualit= and discount> followed <= ;alue
for mone=' T:e 4
rd
rating factors were fiHed prices and needB<ased purc:ases>
w:ile t:ere were wide range of products and displa= of products w:ic:
acAuired 6
t:
le;el of importance' T:e neHt le;el of importance> i'e'> *
t:
le;el>
was secured <= international <rands> socioeconomic status and <e:a;iour of t:e
staff> w:ile pac9aging stood at t:e +
t:
le;el of importance' Ad;ertisement
influenced t:e purc:ase decision of customers at t:e ,
t:
le;el> w:ile pressure
from famil= mem<ers and am<ience could secure onl= -
t:
and 8
t:
le;el of
importance> respecti;el='
T:us> Aualit= and discount emerged as t:e most important factors influencing
customersG purc:ase decision> w:ile famil= mem<ersG pressure and am<ience
came to <e t:e least important factors in t:is regard'
I)p-"'a%6& -, Fa6'-". C-%.id&"&d 0y C7.'-)&". 3hi(& 'a*i%2 a P7"6ha.&
D&6i.i-%
F
a
6
'
-
"
.
M
-
.
'
I
)
p
-
"
'
a
%
'
I
)
p
-
"
'
a
%
'
N
&
7
'
"
a
(
U
%
i
)
p
-
"
'
a
%
'
M
-
.
'
U
%
i
)
p
-
"
'
a
%
'
M
&
a
%

R
a
'
i
%
2
O
/
&
"
a
(
(

P
-
.
i
'
i
-
%
A7a(i'y /-, *+ , 0 0 /'+* I
Page 43

?D$ C,6'-0D C11'60D C1'-0D C0'00D C0'00D
id& P"-d76'
Ra%2& ?D$
-8
C4*'+0D
8/
C4+'60D
61
C/+'-0D
10
C-'00D
-
C4'10D
0'-, I3
I%'&"%a'i-%a(
B"a%d. ?D$
*+
C11'60D
++
C1+'60D
-,
C46'-0D
4*
C/6'00D
+
C1'60D
0'6* 3
Di.6-7%'
?D$
/*8
C+4'+0D
,,
C40'-0D
/0
C6'00D
6
C/'+0D
0
C0'00D
/'*4 I
Pa6*a2i%2
?D$
6,
C/-'-0D
80
C4+'00D
*0
C10'00D
*8
C14'+0D
6
C/'+0D
0'61 3I
Ad/&"'i.&)&%'
?D$
4+
C/6'6D
-8
C4*'+0D
++
C1+'60D
*8
C14'+D
0
C0'00D
0'40 3II
P"-d76'
Di.p(ay
?D$
-+
C46'60D
//,
C6+'-0D
11
C-'-0D
10
C-'00D
*
C1'00D
0'8/ I3
A)0i&%6&
?D$
1/
C-'60D
6/
C/+'60D
8-
C48'10D
+1
C16'-0D
1-
C//'10
D
B0'/6 I7
9a(7& ,-"
M-%&y ?D$
/0-
C64'10D
//1
C66'-0D
40
C/1'00D
0
C0'00D
0
C0'00D
/'1, II
N&&d-Ba.&d
P7"6ha.&. ?D$
//-
C6,'10D
++
C1+'60D
6,
C/-'-D
/8
C,'+0D
0
C0'00D
/'/1 III
Fa)i(y
M&)0&".;
I%,(7&%6& ?D$
1-
C//'10D
,/
C1-'60D
86
C4,'+0D
*,
C11'-0D
0
C0'00D
0'/8 3III
Page 44

S-6i--
E6-%-)i6
S'a'7. ?D$
*6
C1/'+0D
-8
C4*'+0D
+1
C16'-0D
60
C/+'00D
*
C1'00D
0'*/ 3
B&ha/i-7" -,
'h& S'a,,
?D$
+,
C1+'-0D
84
C4,'10D
+0
C16'00D
44
C/4'10D
,
C1'-0D
0'*8 3
FiC&d P"i6&.
?D$
,1
C1-'-0D
8-
C48'10D
**
C11'00D
10
C-'00D
*
C1'00D
/'0, III
F-"a'i- //'/1
C!D! 0'//8/
N-'&: O;erall position is <ased on t:e ;alue of C''
Page 45

FINDINGS
/' In t:is stud= it is found t:at t:e customers prefer to purc:ase from
organized retail outlets as compare to unorganized retail outlets'
1' uring t:e stud= it comes to 9now t:at customers spend 60JB*0J of
t:eir mont:l= <udget at organized retail outlets'
4' In t:is stud= it is found t:at organized retail outlets pro;ide <etter
Aualit=> product range as compare to unorganized retail outlets'
6' In t:is stud= it is o<ser;ed t:at in future t:e mar9et s:are of unorganized
retail will reduce> <ecause Customers s:ifting from unorganized retail
outlets to organized retail outlets'
*' uring stud= it is o<ser;ed t:at t:ese organized retail outlets attracting
t:e middle 5 upper class customers> t:e lower class person still prefer to
purc:ase from t:e local 9irana stores'
+' t:e findings of t:e stud= conclude t:at ma@orit= of t:e customers are
=oungsters aged <etween /+B1* and among t:em more males from t:e
ur<an sector ;isit mega marts'
,' #rom t:e utilit= point of ;iew> customers were more oriented towards
safet= and par9ing facilities'
-' people are least <ot:ered a<out guarantee and warrantee as compared to
Aualit= and discount t:at t:e= prefer more'
Page 46

SUGGESTIONS
/' T:e organized retail outlets s:ould impro;e t:e Aualit= of 3egeta<les 5
fruits t:e= pro;ide to customers'
1' T:e organized retail outlets s:ould pro;ide t:e free :ome deli;er=
facilit='
4' T:e organized retail outlets s:ould increase t:e no' of <illing counters in
t:eir outlets'
6' T:e organized retail outlets s:ould also pro;ide t:e credit facilit= to t:e
lower class customers so t:at t:e= can increase t:eir mar9et s:are'
*' T:e organized retail outlets s:ould also pro;ide t:e mo<ile ;an facilit= in
t:e areas w:ic: are far awa= from t:e stores'
+' to attract t:e rural sector customers> mega marts ma= eHtend t:eir
ad;ertisements offering special sale promotion sc:emes to t:e rural
areas'
,' T:e customers are dissatisfied wit: t:e safet= and par9ing facilities at t:e
mega marts' T:erefore> t:e= s:ould concentrate on de;eloping t:ese
aspects properl=> <esides eHtending more cas: discount and free gifts
sc:emes to attract t:e customers at a :ig:er le;el'
-' T:e mega marts s:ould focus on Aualit=> discount and attracti;e displa=
of products> as t:ese are ;er= important factors considered <= t:e
customers w:ile ma9ing purc:ase decisions'
LIMITATION
ue to t:e constraints of time> t:e stud= was confined to E$RAU!
cit='
T:e sample was ta9en on t:e <asis of con;enienceV t:erefore t:e
s:ortcomings of t:e con;enience sampling ma= also <e present in t:is
stud='
T:e sample size c:osen for t:e purpose was onl= indicati;e and not
eH:austi;e owing to time constraints'
Page 47

T:ere were some in:erent limitations as far as collection of data is
concerned' T:e respondents replied ma= <e <iased in fa;our of t:eir
centres'
Page 48

CRU7 O#
T$E STU.
Page 49

CONCLUSION
T:e cruH of t:e stud= is t:at most of t:e customers
prefer to purc:ase from organized retail outlets as
compare to unorganized outlets' Also its found t:at
most of t:e respondents are satisfied wit: t:e Aualit=>
price and product range of t:e goods pro;ided <=
organized retail outlets' In t:is stud= it is found t:at
customers want to spend more at organized retail
outlets in comparison to ot:er local (irana stores'
uring t:e stud= its also found t:at customers were
:app= from t:e ser;ices pro;ided <= organized outlets'
T:is stud= also re;ealed t:at customer prefers t:e
organized retailing o;er unorganized retailing> due to
w:ic: t:e organized retailing <ecome a t:reat to t:e
local 9irana stores 5 street :aw9ers'
Page 50

A!!E7URE
Page 51

A7&.'i-%%ai"&
N-'&: Ti6* y-7" R&.p-%.&.
#! I 0&(-%2 '- 'h& a2& 2"-7p

/+ P 1* =ears 1+ P 4* =ears 4+ P 6* =ears
6+ P ** =ears *+ P +* =ears A<o;e +* =ears
BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB
+! G&%d&" :

Male #emale
BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB
1! I ha/& -0'ai%&d &d76a'i-% 'i(( 'hi. (&/&(!

Matriculate Intermediate &raduate
Page 52

Post &raduate Be=ond P&
BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB
4! My )-%'h(y i%6-)& "a%2& i.

Up to Rs' /0>000 Rs' /0 P 10>000
Rs' 10 P *0>000 A<o;e Rs' *0>000
N-'&: Ci"6(& y-7" R&.p-%.&.
E! P(&a.& i%di6a'& h-3 i)p-"'a%' -" 7%i)p-"'a%' &a6h -, 'h&
,-((-3i%2 6ha"a6'&"i.'i6. i.
Important Unimportant
CaD Safet= * 6 4 1 /
C<D UniAueness * 6 4 1 /
CcD "ess Time
Consumption
* 6 4 1 /
CdD "ocation * 6 4 1 /
CeD Par9ing * 6 4 1 /
BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB
Page 53

G! P(&a.& i%di6a'& 'h& &C'&%' '- 3hi6h y-7 a2"&& -" di.a2"&& 3i'h
'h& ,-((-3i%2 7'i(i'y a.p&6'. -, -"2a%i8&d R&'ai( O7'(&'.!
Strongl=
Agree
Strongl=
isagree
CaD A place to
s:op
* 6 4 1 /
C<D A place to
socialize
* 6 4 1 /
CcD A place to
En@o=
* 6 4 1 /
CdD A place to
eHperience
* 6 4 1 /
BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB
H! P(&a.& "a%* 'h& ,-((-3i%2 .a(&. p"-)-'i-% .6h&)&. a. p&" 'h&
d&2"&& -, a''"a6'i/&%&..!
Attracti;e Unattracti;eness
CaD Cas: iscount * 6 4 1 /
C<D "uc9= raw
Sc:eme
* 6 4 1 /
CcD #ree &ift
Sc:eme
* 6 4 1 /
CdD #inancing
#acilit=
* 6 4 1 /
CeD &uarantee L
)arrant=
* 6 4 1 /
BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB
Page 54

I! Ki%d(y i%di6a'& 'h& i)p-"'a%6& -, &a6h -, 'h& ,-((-3i%2 3hi(&
)a*i%2 a p7"6ha.& d&6i.i-%!
Most
Important
Most
Unimportant
CaD %ualit= * 6 4 1 /
C<D )ide Product
Assortment
* 6 4 1 /
CcD #iHed Price * 6 4 1 /
CdD Presence of
International
Brands
* 6 4 1 /
CeD iscounts * 6 4 1 /
CfD Pac9aging * 6 4 1 /
CgD Ad;ertisement * 6 4 1 /
C:D ispla= of
Products
* 6 4 1 /
CiD Am<ience * 6 4 1 /
C@D 3alue for Mone= * 6 4 1 /
C9D Socio Economic
Status
* 6 4 1 /
ClD Be:a;iour of
Staff
* 6 4 1 /
Page 55

BIBLIOGRAPHY
EBSITES:
www'imagesretailing'com
www'report<u=er'com
www'report<u=ers'com
www't:irde=esite'in
www'google'com
www'datamonitar'com
www'rediff'com
www'scri<d'com
B--*.
(ot:ari'C'R> Researc: Met:odolog=> !ew Age CPD "imited> Second
Edition> 1006'
Pillai 5 Baga;at:i> Mar9eting management> !ew el:i> sultan C:and 5
Sons> /888'
a;id &il<ert> Retail Mar9eting Management> Prentice $all> Second
Edition> 1004'
Page 56