SYNOPSIS

On

Brand awareness of Spencers & its comparative analysis with Big

Bazaar & other retail organizations in Lucknow city

Towards partial fulfillment of

Integrated Master of Business Administration (IMBA)
School of Management, BabuBanarasi Das University, Lucknow

Submitted by
Tanya Tripathi
VIII Semester
Roll No-1130675097

Under Supervision of
Mr. Ritesh Krishna Srivastava
Assistant Professor
BBD University, Lucknow

Session 2016-2017
School of Management

Babu Banarasi Das University

Sector I, Dr.Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
INTRODUCTION

BRAND AWARENESS

Brand awareness refers to the extent to which customers are able to recall or recognise a brand.[1] Brand
awareness is a key consideration in consumer behaviour, advertising management , brand management and
strategy development. The consumer's ability to recognise or recall a brand is central to purchasing decision-
making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand
within that category. Awareness does not necessarily mean that the consumer must be able to recall a
specific brand name, but he or she must be able to recall sufficient distinguishing features for purchasing to
proceed. For instance, if a consumer asks her friend to buy her some gum in a "blue pack", the friend would
be expected to know which gum to buy, even though neither friend can recall the precise brand name at the
time.

There are two types of brand awareness:

1. Aided awareness- This means that on mentioning the product category, the customers recognize
your brand from the lists of brands shown.
2. Top of mind awareness (Immediate brand recall) - This means that on mentioning the product
category, the first brand that customer recalls from his mind is your brand.

RETAIL

The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to the entry
of several new players. It accounts for over 10 per cent of the countrys Gross Domestic Product (GDP) and
around 8 per cent of the employment. India is the worlds fifth-largest global destination in the retail space.
Indias retail market is expected to nearly double to US$ 1 trillion by 2020 from US$ 600 billion in 2015#,
driven by income growth, urbanization and attitudinal shifts. While the overall retail market is expected to
grow at 12 per cent per annum, modern trade would expand twice as fast at 20 per cent per annum and
traditional trade at 10%.
Indias Business to Business (B2B) e-commerce market is expected to reach US$ 700 billion by 2020.
Online retail is expected to be at par with the physical stores in the next five years.

COMPANY PROFILE

Spencer's retail is the largest supermarket chain in India. We offer a complete range of products & durables,
from bread to bed cover; from toothpaste to even television sets. Today Spencer's has 100 stores spread
across 25 cities with a retail trading area of more than half a million square feet, and we're growing rapidly.
Spencer's is the shopping choice for millions across the country, 2.8 million to be exact, who frequent our
stores every month.
Today Spencer's offers its customers a customized and convenient shopping experience in 5 different
formats. Each format, namely the Spencer's Express, Spencer's Fresh, Spencer's Daily, Spencer's Super and
Spencer's Hyper is differently sized and caters to the various needs of our consumers. We at Spencer's offer
a pleasant and delightful shopping experience by ensuring convenient store locations, trusted quality, great
value for money and a wide array of products. And these qualities characterize all of our 100 stores, across
the country.

OBJECTIVE

This project is based on the comparative study of consumer behaviour towards Brand awareness of
Spencers and its comparative analysis with Big Bazaar & other retail organizations in Lucknow city.
Objectives of the study are:

To study about the Brand awareness of spencer.

To find out the customer awareness towards different products of the spencer.
To find out the retail of spencer in India.
To investigate whether brand trust has significant impact on customer satisfaction.
To study the competitive advantage of spencer from other retail companies like big bazaar,
vishal mega mart etc.

RESEARCH METHODOLOGY

Research methodology is the process used to collect information and data for the purpose of making
business decisions. The methodology may include publication research, interviews, surveys and other
research techniques.

Research Type:

Descriptive research - It attempts to describes and explain conditions of the present by using many
subjects and questionnaires to fully describe a phenomenon.

Data Collection:

Primary Data

Through Questionnaires

Through Personal Interaction

 Secondary Data

Secondary data is the detail which is available in the form of fact and figures. The sources of
secondary data are:

Websites

Magazines

Articles

Sample Plan:

Sample Area Lucknow

Sample Size 100

Sampling Probability Sampling

DATA ANALYSIS

Bar graph
Pie chart
Histogram

SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all
pervasive in our lives, psychologists do not agree on how learning takes place. How individuals learn is a
matter of interest to marketers. They want to teach retailers in their roles as their roles as consumers. They
want retailers to learn about their products, product attributes, potential consumers benefit, how to use,
maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumers
needs, but the marketers objectives.

The scope of my study restricts itself to the Brand awareness of Spencers, customer awareness towards its
different products and its comparative analysis with Big Bazaar & other retail organizations in Lucknow
city. The scope of my study is also restricts itself to Lucknow city only.
LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the topic was kept in mind.
Nevertheless, despite of fact constraints were at play during the formulation of this project. The main
limitations are as follows:

Due to limitation of time only 100 people & 3 stores were selected for the study. So the sample of
people & stores was not enough to generalize the findings of the study.

The main source of data for the study was primary data with the help of self-administered
questionnaires. Hence, the chances of unbiased information are less.

Retailers were hesitant to disclose the true facts.

BIBLIOGRAPHY

Books:

Business Research Methods - by Cooper and Schindler (Tata Mc Graw Hill, 9th edition)

Research Methodology - R C Kothari (New Age International Publishers, 2nd edition)

Marketing Management - Philip Khotler

Websites:

www.Spencersretail.com

www.scribd.com

www.slideshare.com
Magazines

India today.

Business world.

Business india.

Material profile of company.

Search engines.

www.google.com

www.search.com

www.yahoo.com

www.alvista.com