TABLE OF CONTENT

S.NO CONTENTS PAGE NO.

01 INTRODUCTION 03

02 COMPANY PROFILE 12

03 REVIEW OF LITERATURE 16

04 RATIONALE OF THE STUDY 20

05 OBJECTIVE 22

06 METHODOLOGY 24

07 DATA ANALYSIS 26

08 FINDIGS 36

09 CONCLUSION 39

10 SUGGESTION 41

11 REFERENCE 43

1
ABSTRACT

Retail is currently the flourishing sector of the Indian economy. This trend is expected to
continue for at least the next two-three decades, and it is attracting huge attention from all
entrepreneurs, business heads, investors as well as real estate owners and builders.
Availability of quality, retail space, wider availability of products and brand communication
are some of the factors that are driving the retail in India Retail sector is also supporting to
create huge employment while a new form of organized retail sector has emerged within the
retail industry and it gave speedy phase to Indian retail sector.

2
INTRODUCTION

3
INTRODUCTION

India started its Retail Journey since ancient time. In Ancient India there was a concept of
weekly HAAT, where all the buyers and sellers gather in a big market for bartering. It takes a
pretty long time to step to shape the modern retail. In between these two concepts (i.e.,
between ancient retail concept and the modern one there exist modern Grocery/mom and pop
shops or Baniya ki Dukan. Still it is predominating in India So the Indian retail industry is
divided into two sectorsorganized and unorganized.

The Indian retail industry is now beginning to evolve transformation that has swept other
large economies. There is a vast change in Indian retail, the liberalization of the consumer
goods industry initiated in the mid-1980s and accelerated through the 1990s has begun to
impact the structure and conduct of the retail industry. The concept retail, which includes the
shopkeeper to customer interaction, has taken many forms and dimensions, from the
traditional retail outlet and street local market shops to upscale multi brand outlets, especially
stores or departmental stores. Hence, focusing on two aspects of retail marketing, i.e., store
retailing and non-store retailing. Store Retailing as the departmental store, which is a store or
multi brand outlet, offering an array of products in various categories under one roof, trying
to cater to not one or two but many segments of the society and Non store retailing as the
direct selling, direct marketing, automatic vending.

The most important debate concerning the implications for the expansion of the organized
retailing in India revolves around whether it is going to have positive impacts on the
economy as a whole as compared to the traditional unorganized form of retailing. According
to one camp, it has overall positive impacts in terms of generating more number of
employments, new diversified forms of employments, and improving the nature of retail
employment (higher salary, more job benefits, security of job, employability, etc.This form of
retail sector is also looked upon as a huge sector having immense business opportunities for
entrepreneurs and capital investors. Moreover, organized retailing is considered to be
efficient and apt to cater to the diversified and changing nature of the consumer demands in
growing economies like India. The general benefits of organized retail also include improved
supply-chain, improved marketability of farmers produce and it is also expected that it will
contribute to heightened economic activity.

4
The extensive research brought me to conclude that departmental stores are soon emerging on
the top priority lists, amongst the shopping spree in Delhi, as they seem to derive immense
pleasure as shopping is considered as an experience now rather than a task and exposure to
variety under one roof in their extremely busy lives, when they dont have time for things.

The organized retail food and grocery stores make constant efforts to induce customers to
visit the store by discount offers. Most of these stores believe in creating not just a marketing
activity with its customers, but rather favor relationship building with him so as to convert
first time customers into a client. They provide better parking facilities to customers and the
facility to examine the product. They also offer a wide range of payment options to
customers. India is currently the twelfth largest consumer market in the world.

According to a study by McKinsey Global Institute, India is likely to join the premier league
of the worlds consumer markets by 2025 improving its position to the fifth. But this growth
is not going to happen is smooth way. Any change always comes up with some friction and
Indian retail sector is and will be witnessing the same friction. Indian retail sector is still in its
nascent form if we consider its full potential.

While most of the developed market of US and Europe and also some SE Asian emerging
market economies have reaped the benefits of modern retail, India has not yet entered into
advanced phase of modern retail forms. Unorganized retailing, on the other hand, refers to the
traditional formats of low-cost retailing, for example, hand cart and payment vendors, and
mobile vendors, the local Grocery shops, owner manned general stores, paan / beedi shops,
convenience stores, hardware shop at the corner of your street selling everything from
bathroom fittings to paints and small construction tools; or the slightly more organized
medical store and a host of other small retail businesses in apparel, electronics, food, etc.

Small-store retailing has been one of the easiest ways to generate self-employment, as it
requires limited investment in land, capital and labor. It is generally family run business, lack
of standardization and the retailers who are running this store they are lacking of education,
experience and exposure. This is one of the reasons why productivity of this sector is
approximately 4% that of the US retail industry. Unorganized retail sector is still
predominating over organized sector in India, unorganized retail sector constituting 98% (12
million) of total trade, while organized trade accounts only for 2%.

5
The road side hawkers and the mobile (pushcart variety) retailers. The grocery stores (the
Indian equivalent of the mom and-pop stores of the US), within which are: (i) Open format
more organized outlets, (ii) Small to medium food retail outlets.

Modern trade or organized retailers within modern trade, we have:

(i) The discounter (Subhiksha, Apna Bazaar, Margin Free);

(ii) The value for money store (Nilgiris),
(iii) The experience shop (Food world, Trinethra),
(iv) The home delivery (Fabmart) Tug of war:

6
ORGANIZED VS. UNORGANIZED SECTOR

Future of retail sector in India is swerving-on one side organized retail is marching into life of
urban consumers, while on the other our own

neighborhood Grocery stores are resisting fiercely with their existing strong foothold. India
today is at the crossroads with regard to the retail sector. A shift between organized and
unorganized retail sector is evident, which has led to a number of speculations on the fate of
Indian retail. Unorganized sector cannot ignore.

In any newspaper or television channel, we find hordes of news about happening in organized
retail sectors, which is indeed fairly real situation. While the role of organized retail sector in
growth of economy cannot be denied, but one thing is also of extreme importance that
unorganized retail format is a support to a large chunk of population providing direct
employment to 39,500,000 individuals. So there is no way that government or anyone can
discount these foundation stone of Indian economy.

CHANGING LANDSCAPE OF INDIAN

Consumerism the face of Indian consumerism is changing: not Indian consumerism is

evolving from Bajaj Scooter family man to Bajaj Pulsar trendy youngster. This changing
consumers taste and lifestyle, somewhere automatically give some advantage to organized
sector. This makes imperative for unorganized retail sector to restructure itself in order to
withstand the increasing competition and to meet consumer expectations by moving with
trends. What they can do and what they are doing, some of these issues will be discussed in
future parts of article.

7
RETAIL TRENDS IN PAST FEW YEARS

Before the decade of eighties, India with hundreds of towns and cities was a nation striving
for development. The evolution was being witnessed at various levels and the people of the
nation were learning to play different roles as businessmen and consumers. The foundation
for a strong economy were being laid, youth were beckoning new awareness in all spheres.
And this brought in an opportunity for retail industry to flourish. First in the metros and
major cities later to impact sub urban and rural market as well.

Retailing in India at this stage was completely unorganized and it thrived as separate entities
operated by small and medium entrepreneurs in their own territories. There was lack of
international exposure and only a few Indian companies explored the retail platform on a
larger scale. From overseas only companies like Levis, Pepe, Marks and Spencer, etc., had
entered targeting upper middle and rich classes of Indians. However as more than 50 %
population was formed by lower and lower middle class people, the market was not
completely captured. This was later realized by brands like Big Bazaar and Pantaloons who
made their products and services accessible to all classes of people and today the success of
these brands proves the potential of Indian retail market.

A great shift that ushered in the Indian Retail Revolution was the eruption of Malls across all
regional markets. Now at its peak, the mall culture actually brought in the organized format
for retailing in India which was absent earlier. Though malls were also initially planned for
the higher strata, they successfully adapted to cater to the larger population of India. And it
no wonder, today malls are changing the way common Indians have their shopping
experience. However there is still great scope for enhancing Indian mall culture as other than
ambience and branding many other aspects of Retail Service remains to be developed on
international standards. It is surprise that there was not a single mall in India a decade before
and just a few years ago only a handful of them were striving, today there are more than 50
malls across different cities and 2 years from now around 500 malls are predicted to come up.
Indeed this shows a very promising trend ahead, however before taking a leap into the future
of Retail in India, lets see what the Indian retail Industry is currently occupied with.

8
Retailing means Re-tailing to the customers so that they come back towards them. Retailing
consists of all activities involved in selling goods and services to consumers for their
personal, family, or household use. In 2004, The High Court of Delhi defined the term
retail as a sale for final consumption in contrast to a sale for further sale or processing (i.e.
wholesale).India is the 2nd fastest growing in the world. It is 3rd largest economy in the
world in terms of GDP and fourth largest economy in terms of Purchasing Power Parity.
India presents a huge opportunity to be used as a hub to the world. India is the promised
land for global brands and Indian retailers A Vibrant Economy.

Retailing in India is progressively moving towards becoming the next fastest growing
industry. According to A.T. Kearney, retailing accounts for $410 billion and organized
retailing accounts for only 5% of the above market. According to the Global Retail
Development Index 2012, India ranks on 5th among the top 30 emerging retail markets. The
recent announcement by the Indian government with Foreign Direct Investment (FDI) in
retail, especially allowing 100% FDI in single brands and multi-brand FDI has created
positive attitudes in this sector. Retail industry in India has a huge growth potential and
opportunities existing in multiple sectors and segments. For a long time, the corner grocery
stores (kirana stores) were the single choice available to the consumers. But with the LPG
policy in 1991 the international formats of retailing paved their way in India. As the time
passes, organized retailing especially has been creating curiosity amongst Indian consumers
to sketching them into malls for shopping in huge numbers.

However the growth in organized retailing has been limited primarily to the urban markets in
the country. Even the large chunks of unorganized retail have not fell depressed from this
nominal growth in organized retailing and have tried to restructure and redefine themselves
by introducing self- service formats, and value-added services, such as credit and home
delivery. To safeguard the position in the market retailers have made an attempt to attract
customers by offering newer service dimensions and creating unique shopping experiences
for the customers. Perceptions about these retailers are largely determined by tangible
characteristics of stores, such as format or size, proximity, varieties available as well as
intangible factors like the store atmosphere, complaint handling, etc.

9
Growth Drivers of the Retail Sector The Indian retailing sector is at an inflexion point where
the growth of organized retailing and consumption by the Indian population is going to take
a higher growth trajectory. The Indian population is observing a noteworthy demographics
change. An increasing young working population under age of 24 years, sharp rise in the per
capita income, an increase of dual income nuclear families in the urban areas, along with
increasing working women population, internet revolution and emerging opportunities in the
services sector are going to be the key growth drivers of the organized retail sector in India.
The whole model of shopping has altered in terms of format and consumer shopping
behavior pattern, which ultimately could lead to a shopping revolution in India.

Retailing involves all activities incidental to selling to ultimate consumer for their personnel
family and household use. It does this by organizing their availability on a relatively large
scale and supplying them to customers on a relatively small scale. Retailer is any
person/organization instrumental in reaching the goods or merchandise or services to the end
users. Retailer is a must and cannot be eliminated.2 The retail industry is divided into
organized and unorganized sectors. Over 12 million outlets operate in the country and only
4% of them being larger than 500 sqft (46m2) in size. Organized retailing refers to trading
activities undertaken by licensed retailers, that is, those who are registered for sales tax,
income tax, etc. These include the corporate-backed hypermarkets and retail chains, and also
the privately owned large retail businesses. Unorganized retailing, on the other hand, refers to
the traditional formats of low-cost retailing, for example, the local kirana shops, owner
manned general stores, paan/beedi shops, convenience stores, hand cart and pavement
vendors, etc.

10
Comparison between Organized retail and Unorganized retail

Criteria Organized retail outlets Unorganized retail outlets

Ownership Corporate business house Household business
Size of operation Comparatively large Small store
Selling price Less than MRP MRP
Nature of employment Hared members Generally family members
Store ambience Excellent Poor
Location Distantly located Located round the corner
Product availability Wide range of branded and Selective range of branded
non branded products and non branded products
Promotions Joint promotions Company Promotions only
Market experience Short term Long term
Supply Chain Efficient Inefficient
Range Wide range of products Limited products

11
COMPANY PROFILE

12
COMPANY PROFILE
C21 Mall is currently one of the hippest, best, and most Rocking malls of Indore !! It houses
a number of Indian & international brands for clothing, food, etc. !! It also has hypermarkets,
food-courts, play zones, lounges/clubs, salons, multiplex cinemas, and even ice skating !!
This makes it a great destination in Indore for shopping, entertainment, movies, food, and
more !!

Showrooms for clothing include Nautica, FCUK, Calvin Klein, Tommy Hilfiger, United
Colors of Benetton, Wills Lifestyle, U. S. Polo, John Players, Levi's, Max, Adidas, Nike,
Reliance Trends, Ritu Wears, etc. !! For accessories & bags, it also has India's first Paris
Hilton store ! The MORE hypermart by Aditya Birla group also occupies a large part of the
mall !!

For your electronics needs, the iNSPiRE store is like an Indian Apple Store, selling all Apple
products including iPhone, iPad, iPod, MacBook, etc. and there are other stores selling Sony,
Samsung, and various other international brands !!

Chawla's restaurant, Sky the Sheesha Lounge, Blue Lounge, etc. are good places to hang
around/party !! Other food chains & restaurants within the mall are Domino's, Cafe Coffee
Day, Subway, McDonald's, etc. !! There is also a big food court here !!

Satyam Cineplexes is also located in C21 Mall, with 5 screens and is one of the most popular
multiplexes among Indoreans !! Also the very popular Barbarian Gym is also here. The play
zone also has bowling, pool table, video games, etc.

C21 group comprises of various business houses, promoters and other group companies,
bounded together to start a new era in retail sector with shopping malls in different parts of
India. Their experience and interest in retail, wholesale & International trading gives them the
edge when in comes to the current market scenario.

Our diverse interests in various aspects of shopping malls comprising of textiles, food court
infused with entertainment & business development make us synonymous with perfection,
reliability, aesthetics & satisfaction.

13
With thoughtfully planned construction, understanding the buyer's need, best amenities &
suitable environment to execute them, we bring international standards to the towns of India.

Work philosophy : Hands on approach at every level and dissemination of information &
feedback.

Vision : To create every inch of millions of sq.ft. as value, style & entertainment proposition
for our associates & their customers.

Mission : To build state of the art structures without compromising on art, technology &
value.

FEATURE

Hyper Market - inherent tryst with shopping

Hyper Market ensuring availability of daily living and lifestyle products. A Hyper Market
today forms an integral part of shopping malls.

Vast variety, great bargains and the convenience attract huge catchments population,
increasing footfalls in the entire complex.

From groceries, kitchenware, electronics, to furnishings, stationary, toys... , the hypermarket

at C21 is destined to be a star attraction.

Brands - A brand new lifestyle

With international brands catering to different lifestyle products like apparels, accessories,
household products, furnishing etc. , one cam think of reviving one's fashion, interior & style
with nation blend and international touch.

Tap your feet with the latest apparels, accessories & jewellery, home decor, clothing and
fashion wear.

14
Entertainment Zone - brand new ways of entertainment

Magnanimous 5 screen multiplex (setting capacity 1500-INOX), the only one of its kind in
Bhopal, shall be an absolute feast for the film enthusiasts.

Besides, C21 will offer:

- The biggest play zone & entertainment arena in the city.

- Video game and bowling alley.

And host of gadgets and gizmos will redefine the concept of complete family entertainment.

The mall will also host a dedicated kid's zone.

A regal review becoming true.

With discotheque and pub, C21 will give entertainment a new dimension.
No weekend blues
Single destination for your official and unofficial parties
More Choices then one can dream.

Entertainment platter full of fun and festivity

This peerless mall doesnt want you to just shop, it also want you to have a rocking time right
there...amidst all the proffered galore

Food Court - ensuring the succulent tradition.

C21 proffers a wide range of eating options in the form of:

- Fast food joints,

- Specialty Restaurants,

- Food court and cafes.

15
REVIEW OF LITERATURE

16
REVIEW OF LITERATURE

Kearney, (2006) found that traditional markets are transforming themselves in new formats
such as departmental stores, supermarkets and specialty stores.

Munjal, Kumar, & Narwal, (2011) through their research concluded that the kirana shops
being affected by malls is only a myth. He further concluded that in spite of the available
opportunities to the organized retail to grow in India these kirana shops also were benefited
from this growing economy.

Sivaraman.P, (2011) from his study concluded that the impact of organized retailers was
clearly visible on the business of unorganized retailers in terms of sales, profit and
employment. Due to their financial infirmity these small retailers continuously struggled to
introduce changes in their existing retail practices. Some kind of intervention was required
for their future existence.

Ali, Kapoor., & Moorthy, (2010) in their study indicated that consumers shopping behavior
was influenced by their income and educational level while gender and age had no significant
impact on their behavior.

Nair & Nair, (2013) in their study revealed that the perception of service quality was
influenced by various natures among various customers and some of the general factors like
personal interaction, physical aspects on which customer perception remained constant and
common

Singh & Agarwal, (2012) revealed that customers preferences for grocery shopping were
gradually shifting from local kirana stores to organized convenience stores. Brand choice and
credit card facilities were the main determinants which influenced preferences from kirana to
organized retail. Payment through credit cards increased purchases from organized retail
store.

Sinha & Banerjee, (2004) in their study concluded that store convenience and customer
services positively influenced consumers store selection.

Srivastava, (2012) in his study showed that the overall customers perception across urban
and suburban was not varied. The customers were ready to pay higherprices for branded
goods across the urban and suburban areas.

17
They gave priority to purchase grocery from nearby shops while for purchasing of apparel
they liked to travel some distance. The outcomes of the study showed that the exposure of
marketing strategy through electronic and print media made the customers more choosey and
knowledgeable.

Gupta, (2012) concluded in her study that store attributes like convenient operating hours
and accessibility were the factors which lead to customer loyalty and not store appearance.
Similarly,product attributes like freshness of the product and availability of products range
according to the pocket were major determinant of loyalty. It was also evident that even today
Kiranas arepreferred by customers because of various reasons viz. convenient location, home
delivery, personal relations with shopkeeper, giving products on credit, payment in
installments.

Kumar, & Narwal, (2011) through their research concluded that the kirana shops
beingaffected by malls is only a myth. He further concluded that in spite of the available
opportunities to the organized retail to grow in India these kirana shops also were benefited
from this growing economy.

Aaker, Jones, David, & Morgan, (1971) concluded that consumers socio economic back
ground, their personality, and past purchase experience were those factors upon which the
customers decision lied.

Solagaard & Hansen, (2003) identified several store attributes that were considered
important for the consumers evaluation of stores. These attributes were merchandise,
assortment, merchandise quality, personnel, store ayout, accessibility, cleanliness and
atmosphere.

Purohit and Kavita(2003) according to their studies that the traditional retailers are not very
much clear about the consequences of the modern retailing the traditional retailers are neutral
or undecided, modern retailing will cut the profit margin of the traditional retailers; the
modern retailing will lead healthy competition in the market, modern retailing will reduce the
sales volume of the traditional retailers and traditional retailers should improve customer care
services in the era of modern retailing.

18
Shaoni Shabnam (2002) It is important to highlight that in organized retail, the status of
employment is much better than that in unorganized retail. Hence it is definitely desirable
that more and more labor gets absorbed in this sector of retail. In the current context, the
labor employed in unorganized retail stands unfit for finding employment in organized retail.
If appropriate training and skills could be imparted to them, it is possibly feasible to offer
better forms of employment to them in the organized retail sector.

The status of employment is much better than that in unorganized retail. Hence it is definitely
desirable that more and more labor gets absorbed in this sector of retail. In the current
context, the labor employed in unorganized retail stands unfit for finding employment in
organized retail. If appropriate training and skills could be imparted to them, it is possibly
feasible to offer better forms of employment to them in the organized retail sector.

Meeta Punjabi (2004): According to their study they suggest that the development efforts in
this area are based on three grounds: First, farmers associated with the modern value chains
earn higher returns than selling to the traditional markets. Second, the modern supply chains
have specific quality requirements which are easier to meet by the large and medium farmers
and the small farmers tend to get left out of these markets. Third, there are several successful
examples of linking small farmers to these modern value chains with effort from government
agencies, NGOs and development agencies. This knowledge presents strong grounds for a
closer look at the emerging sector in India.

19
RATIONALE OF STUDY

20
RATIONALE OF THE STUDY

The rationale of the study is to make a comparative study between the consumer behaviour
towards organized (special reference towards C21 mall) and unorganized (local Grocery
stores, Kirana shop etc.) retail stores in Indore city. The study will also identify the factors
which will influence the consumer to prefer organized retailing (C21 Mall) over unorganized
retailing and vice-versa.

21
OBJECTIVE

22
OBJECTIVES OF THE STUDY

In this context, the present research study was undertaken to:

To find out the consumer behaviour/preference towards organized (C21 mall.) and
unorganized (local Grocery stores, Kirana Store etc.)retail stores in Indore city.

To analyze the factors which influence consumers to prefer organized retailing (C21
Mall) over unorganized retailing and vice-versa

To study the difference between the buying behaviour of customers purchasing

commodities from C21 Mall and Kirana shops.

To analyze/ examine the type of goods consumers prefer to purchase from each
formats (C21 Mall Vs unorganized retail) in Indore city

23
METHODOLOGY

24
RESEARCH METHODOLOGY
Population of Study Indore city: A total of 200 consumers from 4 parts Indore city were
surveyed for this research study. The survey is based on interviewing grocery store
consumers at various catchment areas in Indore city, Madhyapradesh India.

PRIMARY DATA

Tools Used

Questionnaire and personal Interview method used for primary data collection

SAMPLE METHOD

The sampling method chosen is simple random sampling which is a type of probability
sampling.

SAMPLE SIZE

200, the data is collected using a random sample of consumers. Consumers who have
significant knowledge of the topic were identified and selected at random for questioning.

SECONDARY DATA

Secondary data was collected through research papers, Newspapers, journals, websites,
books, project reports and so on.

25
DATA ANALYSIS
&
INTERPRETATION

26
DATA ANALYSIS

1. Distribution of Respondents by Sex

Sex No. of respondent

Male 31
Female 19
Total 50

Gender

38%

Male
62%
Female

INTERPRETAION

Out of 50 respondent 62% were male while 38% were female.

27
 2. Distribution of Respondents by Age

Age (year ) No. of respondent

Below 20 5
20-30 24
30-40 11
40-50 10

Respondents

10%
20%

Below 20
20-30
22%
48% 30-40
40-50

INTERPRETAION

Out of 50 respondent 10% were below 20 year, 48% were between 20 & 30 year, 22% were
between 30-40 year and 20% were between 40-50.

28
3 Preference of Customers towards retail Stores

Retails No. of Respondents

Organized Retail 35
Unorganized 15

Retails

30%

Organized Retail

70% Unorganized

INTERPRETATION

Out of 50 respondents 70% respondents preferred organized retail while 30% respondents
preferred unorganized retails.

29
4 Customer's Preferences towards the Retail Stores for Purchase of Daily Groceries

Retails No. of Respondents

Local Kirana shops 13
Super Market 30
Convenience stores 05
Hypermarkets 02

Retails

4%
10%
26%

Local Kirana shops

Super Market
Convenience stores
60% Hypermarkets

INTERPRETATION

Out of 50 respondents 26% respondents said local kirana shops, 60% respondents said
supermarket, while 10% said convenience stores and rest said Hypermarket when they asked
about Preferences towards the Retail Stores for Purchase of Daily Groceries

30
5. The Frequency for Visiting retails.

Frequency No. of respondents

Daily 02
Weekly 10
Fortunately 05
Monthly 33

Frequency

4%
20%

Daily
10% Weekly
66% Fortunately
Monthly

INTERPRETATION

Out of 50 respondents 4% respondents said daily, 20% said weekly, 10% respondents said
fortunately while 60% respondents said monthly when they asked about frequency for
visiting retails.

31
6. Opinions of Products Purchased From Retailers

Items Purchased From Organized Retailers From Unorganized Retailers

Grocery, Vegetables & Food 30 20
items
Homemade Appliances & 40 10
Electrical & Electronics
Textiles 20 30
All of above 30 20

45

40

35

30

25

20 From Organized Retailers

15 From Unorganized Retailers

10

0
Grocery, Vegetables Homemade Textiles All of above
& Food items Appliances &
Electrical &
Electronics

32
7. Comparison of various attributes score given by respondents for organized & unorganized
retail

Organized retail outlets Unorganized retail outlets

No. of Respondents No. of Respondents
Low Price 25 25
Convenience 35 15
Assortments 30 20
Transparency in billing 40 10
Sales person service 35 15
Advertisement 40 10
Ambience 45 05
Parking facility 45 05
Good opportunity for 48 02
buying
Motivating to visit 35 15

60

50

40

30

20
Organized retail outlets
10 Unorganized retail outlets

33
8. Majority of Purchases Made by Respondents According to their Monthly Family Income

No. of Respondents
Income Organized retail outlets Unorganized retail outlets
less than 20000 05 10
20000-30000 15 20
30000-40000 12 15
Above 40000 18 05

Chart Title
Organized retail outlets Unorganized retail outlets

21

17
15
13
11
10
8
5

less than 20000 20000-30000 30000-40000 Above 40000

INTERPRETATION

Out of 50 respondents 10% respondents whose income is less than 20000 purchases from
organized retail outlet while 34% respondent of same income purchase from unorganized
retail outlet.

Out of 50 respondents 26% respondents whose income is between 20000- 30000 purchases
from organized retail outlet while 42% respondent of same income purchase from
unorganized retail outlet.

34
Out of 50 respondents 8% respondents whose income is between 30000- 40000 purchases
from organized retail outlet while 30% respondent of same income purchase from
unorganized retail outlet.

Out of 50 respondents 22% respondents whose income is above 40000 purchases from
organized retail outlet while 20% respondent of same income purchase from unorganized
retail outlet.

35
FINDINGS

36
FINDINGS

Out of 50 respondent 62% were male while 38% were female.

Out of 50 respondent 10% were below 20 year, 48% were between 20 & 30 year, 22%
were between 30-40 year and 20% were between 40-50.
Out of 50 respondents 70% respondents preferred organized retail while 30%
respondents preferred unorganized retails.
Out of 50 respondents 26% respondents said local kirana shops, 60% respondents said
supermarket, while 10% said convenience stores and rest said Hypermarket when they
asked about Preferences towards the Retail Stores for Purchase of Daily Groceries
Out of 50 respondents 4% respondents said daily, 20% said weekly, 10% respondents
said fortunately while 60% respondents said monthly when they asked about
frequency for visiting retails.
Out of 50 respondents 10% respondents whose income is less than 20000 purchases
from organized retail outlet while 34% respondent of same income purchase from
unorganized retail outlet.
Out of 50 respondents 26% respondents whose income is between 20000- 30000
purchases from organized retail outlet while 42% respondent of same income purchase
from unorganized retail outlet.
Out of 50 respondents 8% respondents whose income is between 30000- 40000
purchases from organized retail outlet while 30% respondent of same income purchase
from unorganized retail outlet.
Out of 50 respondents 22% respondents whose income is above 40000 purchases from
organized retail outlet while 20% respondent of same income purchase from
unorganized retail outlet.

37
The unorganized retailing in the vicinity of organized retailers has been adversely affected in
terms of their volume of business and profit.

Unorganized retail has maintained employment levels perhaps as a result of competitive

response.

2. The adverse unorganized retailer tapers off over time.

3. The major factors that attract unorganized retailers to consumers are proximity, goodwill,
credit sales, bargaining, loose items, convenient timings, and home delivery.

4. There is clear evidence of a competitive response from traditional retailers who are gearing
up to meet the threat from organized retailers.

5. Consumers have generally gained with the emergence of organized outlets through the
availability of better quality products, lower prices, one-stop shopping, choice of additional
brands and products, family shopping, and fresh stocks. Lower income consumers have saved
more from purchases at organized outlets.

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CONCLUSIONS

39
CONCLUSION

E commerce companies faced intense competition in the market place so each companies
should concerned to increase better awareness of their products. Brand awareness is different
from person to person and place to place, different consumers look different type of features
of the product, benefits they get from those products and so on. Promotional strategies
strongly related to the brand awareness. So each marketer must concern their promotional
strategies programme to create better awareness of their products in the market place. The
survey concluded that Indias organized and unorganized retail sectors can co-exist and
flourish.

The growth in the Indian organized retail market is mainly due to the change in the
consumers behaviour. This change has come in the consumer due to increased income,
changing, lifestyles, and patterns of demography which are favourable. Now the consumer
wants to shop at a place where he can get food, entertainment, and shopping all under one
roof. This has given Indian organized retail market a major boost. While on the other hand
the traditional stores are shops where the various product available are the range of product
really required by the customers.

They cautiously take care of the choice of the customers and bring the product which is
demanded by them. They try to satisfy them with the wide range and at the same time
maintain a good relationship to retain them and consequently convert them into their loyal
customer. The shopkeepers keeps latest products to their stores and then learn how is it
actually affecting the sales of products although there stores have comparatively less product
range the selection made is quite relevant.

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SUGGESTION

41
SUGGESTION

In todays competitive world it is necessary for every organization to build brand awareness.
These companies can improve advertising intensity, maintaining quality packaging make
with distribution channels and discount allows the purchases which should be used as a tool
for increase better awareness of their product.

The following process should be adopted to increase the awareness of Myntra. Level of
Brand Awareness derived through consumers attitude. So the marketers can develop brand
awareness by using appropriate attitude changing strategies. Marketers should identify the
segment and develop most appropriate brand for that particular segment. Marketers need to
continually improve their marketing programs to attract and retain consumers. Marketers
have to launch consumer retention program because the cost of recruiting a new customer is
high. Promotion is the most efficient strategy in attracting brand switchers. So, marketers
have to implement the efficient promotion strategy Marketer should evaluate the current
situation in regular period to ensure the efficient use of promotional strategies. Marketer
should keep the customer first and switching the customer from its competitors as well as
changing non users as users.

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REFERENCE

43
REFERENCES

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WEBLIOGRAPHY

www.google.com
www.businessworlds.
http://www.indiaretailing.com/india-retail-report-2009-detailed-summary.pdf
http://indiaretailnews.com/knowledge/108-strategy/4606-the-future-of-organized-
retail- in- India.

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