A

WINTER TRAINING REPORT

ON
CUSTOMER PREFERENCE TOWARDS
BIG RETAIL STORE IN VARACHHA REGION

SUBMITTED BY:
SHINGALA HARDIK JAYESHBHAI
(13BBA060)

GUIDED BY:
MR. SHAILESH LIMBAD

BBA PROGRAMME
(YEAR 2015-2016)

SHREE J. D. GABANI COMMERCE COLLEGE AND

SHREE SWAMI ATMANAND SARASWATI COLLEGE
OF MANAGEMENT,
VNSGU, SURAT.
 CERTIFICATE

This is to certify that the winter project report has been prepaid by
SHINGALA HARDIK JAYESHBHAI (13BBA060), under my guidance and
supervision. This project embodied the result of his work and is of standard
expected from a candidate for the degree of BBA.

The report submitted towards the partial fulfillment of the requirement for
the degree of BBA has been found satisfactory.

Name of I/C Principal Name of Guide

Dr.P.R Patel Mr.Shailesh Limbad

Date:

Place: Surat

II
 DECLARATION

I here declare that this winter project report submitted to SHREE J.D.G
COMMERCE COLLEGE & SHREE SWAMI ATMANAND SARASWATI
COLLEGE OF MANAGEMENT, SURAT in the fulfillment of requirement
of B.B.A. degree. The project is result of my own work carried out during
Jan- Feb 2016.

This project report is entirely an outcome of my own efforts and has not
been previously submitted to any other university or institute for any
other examination and for any other purpose by any other person.

Date: Shingala Hardik J.

Place: Surat (13BBA060)

III
 ACKNOWLEDGEMENT

Today in the world of competition training is needed to overcome

shortage of skill and knowledgeable person as well as for the personnel
development and career advancement. It is a great opportunities for me
to do such type of training which help me in my career development and
providing more knowledge about working process of organization.

I am also thankful to Dr. P.R. Patel (Principal of college) and Mr.

Shailesh Limbad (Guide) for his valuable advice. I am also thankful to
all staff of Shree Swami Atmanand Saraswati College of Management,
Surat for their co-ordination.

Last but not least I am also thankful to my friends who supported me

during the deed of the project work.

IV
 EXECUTIVE SUMMARY

The objective behind preparing the report has been mentioned in brief
and the main objective is to study “Customer Preference Towards Big
Retail Store in Varachha Region”.

There are certain limitation of the project report like shortage of time,
given for conducting the market survey is limited and the limitation of
response decreased.

The report includes seven chapters.

The first chapter is industry profile. It includes industrial detail and

major players of the industry.

The second chapter is company profile. It includes information and

overview of various Retailer store.

The third chapter is literature review. Literature review explains previous

study about customer preference towards big retail store.

The forth chapter is research methodology. Research methodology

provides information about the sample size, sampling design, sampling
unit; research instrument used problem statement, research objective,
research design, data collection methods and limitation of the study.

The fifth chapter is data analysis. In it all collected information are

analyzed through Ms Excel and Ms Word, and all the collected
information is shown through bar chart.

The sixth chapter is findings. The outcome of the each data is mention
under this heading.

The seventh chapter is conclusion. In conclusion mention the overview of

study.

V
 TABLE OF CONTENTS

SR. TOPIC PAGE NO.

NO.

TITLE PAGE

COLLEGE CERTIFICATE ii

DECLARATION iii

ACKNOWLEDGEMENT iv

EXECUTIVE SUMMARY v

01 INDUSTRY PROFILE 1

02 COMPANY PROFILE 9

03 LITERATURE REVIEW 15

04 RESEARCH METHODOLOGY 17

05 DATA ANALYSIS 20

06 FINDINGS 36

07 CONCLUSION 37

BIBLIOGRAPHY

ANNEXURE
CHAPTER – 1
INDUSTRY
PROFILE
1.1 Indian Retail Industry :-

Indian retail industry is the largest industry in India. With an

employment of around 8% and contributing o over 10% of the country‟s
GDP retail industry in India is expected to rise 25% yearly being driven
by strong income growth. Changing lifestyle And favorable demographic
patterns Industrial industry.

India's retail market is expected to expand at $1.3 trillion by 2020 and

the GDP is set to grow at 8 per cent over the next three years, making it
the world's fastest-growing major developing market, a consultancy firm
has forecast. The current retail sales in India is worth $925 billion and
had grown at 5.8 per cent on compounded annual growth rate in 2010-
2014, in a report on the 2015 Global Retail Development Index. "India
represents a good opportunity for international retailers in single-brand
retail, cash-and carry, and e-commerce, as the country appears to be on
the cusp of a strong growth phase over the next five years.

Hypermarkets would be the largest retail segment, accounting for 21

percent of the total retail space by 2014–15. Malls are the biggest form of
organized retail in India, which offer customers a mix of all types of
products and services including entertainment and food under one roof.
There are approximately 350 malls that have spread across the country.
In the Indian retailing industry, food is the most dominating sector and is
growing at a rate of 9% annually. The branded food industry is trying to
enter the India retail industry and convert Indian consumers to branded
food. Since at present 75% of the Indian grocery basket consists of non-
branded items.

India retail industry is progressing well and for this to continue retailing
as well as the Indian government will have to make a combined effort.

1.2 Scope of the Indian retail market :-

The scope of the Indian retail market is expected to grow at 7% over the
next 10 years, reaching a size of US $850 billion by 2020. Traditional

1
retail is expected to grow at 5% and reach a size of US $650 billion (76%),
while organized retail is expected to grow at 25% and reach a size of US
$200 billion by 2020. There are under construction at present around
325 departmental stores. 300 new malls. And 1500 supermarket. This
proves that is a tremendous scope for growth in the Indian retail market .

The growth of scope in the Indian retail market is mainly due to the
change in the consumer‟s behavior. For the generation have preference
towards luxury commodities which have been due to the strong increase
in income, changing lifestyle, and demographic patterns which are
favorable.

The scope of the Indian retail market have been seen by many retail
giants and that‟s the reason that many new players are entering the India
retail industry. The major Indian retailers are:

 Pantaloons retail India Ltd

 Shoppers stop
 Reliance Retail Ltd
 Provogue India Ltd

Judging the scope for growth in the India retail industry many global
retail giants are also entering the India retail market. They are like

 Tesco
 Metro
 Wal-Mart

The scope for growth in the Indian retail market is seen mainly in the
following cities:

 Mumbai
 Delhi
 Pune
 Ahmedabad
 Bangalore
 Hyderabad
2
  Kolkata
 Chennai
The scope of the Indian retail market is very vast. And for it to reach its
full potential the government and the Indian retailers will have to make a
determined effort.
1.3 Growth of Indian retail industry

According to the 8th Annual Global Retail Development Index (GRDI) of

AT Kearney, India retail industry is the most promising emerging
market for investment. In 2007, the retail trade in India had a share of 8-
10% in the GDP (Gross Domestic Product) of the country. In 2015, it is to
12%.

According to a report by North bride Capita, the India retail industry is

expected to grow to US $1.3 trillion by 2020. By the same time, the
organized sector will be 20% of the total market share.

India is rapidly evolving into a competitive marketplace with potential

target consumers in the niche and middle class segments. The market
trends indicate tremendous growth opportunities. Global majors too are
showing a keen interest in the Indian retail market. Over the years,
international brands like marks and spencer, Samsonite, Lacoste,
McDonald‟s, Swarovski, Domino‟s among a host of others have come into
India through the franchise route following the relexation of FDI (Foreign
Direct Investment) restrictions.

1.4 Major Retailers in India

Pantaloon:
Pantaloon is one of the biggest retailers in India with more than 450
stores across the country. Headquartered in Mumbai, it has more than 5
million sq. ft retail space located across the country. In 2001, Pantaloon
launched country's first hypermarket „Big Bazaar‟. It has the following
retail segments:

3
  Food & Grocery: Big Bazaar, Food Bazaar
 Home Solutions: Hometown, Furniture Bazaar, Collection-I
 Consumer Electronics: e-zone
 Shoes: Shoe Factory
 Books, Music & Gifts: Depot
 Health & Beauty Care: Star, Sitara
 E-tailing: Futurebazaar.com
 Entertainment: Bowling Co.

Tata Group

Tata group is another major player in Indian retail industry with its
subsidiary Trent, which operates Westside and Star India Bazaar.
Established in 1998, it also acquired the largest book and music retailer
in India „Landmark‟ in 2005. Trent owns over 4 lake sq. ft retail space
across the country.

RPG Group

RPG Group is one of the earlier entrants in the Indian retail market,
when it came into food & grocery retailing in 1996 with its retail Food
world stores. Later it also opened the pharmacy and beauty care outlets
„Health & Glow‟.

Reliance

Reliance is one of the biggest players in Indian retail industry. More than
300 Reliance Fresh stores and Reliance Mart are quite popular in the
Indian retail market. It's expecting its sales to reach Rs.170,000 crores
by 2018.

AV Birla Group

AV Birla Group has a strong presence in Indian apparel retailing. The

brands like Louis Philippe, Allen Solly, Van Heusen, Peter England are

4
quite popular. It's also investing in other segments of retail. It will invest
Rs. 15000-20000 crores by 2017.

Another big player in the segment will be the Bharti group. Overhauling
this part of the supply chain will be the key to the success of any retail
venture in food and groceries segment.

Wal-Mart, the world‟s largest retailer, and Bharti Enterprises have signed
a Memorandum of Understanding (MoU) to explore business
opportunities in the Indian retail industry. This joint venture will mark
the entry of Wal-Mart into the Indian retailing industry a retail chain like
Future Group‟s Big Bazaar may be clocking heady sales (growing at 100%
year- on- year), but the dozen odd shops operating in its proximity wear a
deserted look, giving a somewhat hollow ring to the much- talked- about
retail boom in the country. The key players currently operating in the
Indian retail industry includes Future Group, Trent Ltd, RPG Enterprise,
Vishal Retail Ltd, Shoppers Stop Ltd, Bata India Ltd, Provogue India Ltd,
Videocon Appliances Ltd, ITC Ltd, Godrej Agrovert Ltd, and DCM-Hariyah
Kissan Bazaar.

Retailers ranging from Pantaloon to RPG to Piramal‟s or the Tata‟s are

working towards exploiting this model, perceived by consumers as more
value enhancing. But in the long run, what is most likely to succeed is a
more balanced multi-format strategy. Finally, while in the first flush of
the retail boom, the elimination of traditional intermediaries may bring
windfall gains (as well as bring welcome and much-needed relief to the
producers), this source will increasingly dry out as competition
intencifies and margins come under pressure a few years down the line.
What would set the survivors apart from those who are forced to sell out
or go belly-up will be differentiators like location, value-added services
(convenience), private labels and customer loyalty programs other than
price. The last, a result of retailer-manufacturer tie-ups, state-of-the-art
supply chain infrastructure, global sourcing and scale will be a key

5
factor. And, if experience in other markets is anything to go by, an
uncanny ability to read shifting trends.

1.5 Retail formats in India

Hyper marts/supermarkets: large self-servicing outlets offering products
from a variety of categories.

 Mom-and-pop stores: they are family owned business catering to

small sections; they are individually handled retail outlets and
have a personal touch.
 Departmental stores: are general retail merchandisers offering
quality products and services.
 Convenience stores: are located in residential areas with slightly
higher prices goods due to the convenience offered.
 Shopping malls: the biggest form of retail in India, malls offers
customers a mix of all types of products and services including
entertainment and food under a single roof.
 E-trailers: are retailers providing online buying and selling of
products and services.
 Discount stores: these are factory outlets that give discount on the
MRP.
 Vending: it is a relatively new entry, in the retail sector. Here
beverages, snacks and other small items can be bought via vending
machine.
 Category killers: small specialty stores that offer a variety of
categories. They are known as category killers as they focus on
specific categories, such as electronics and sporting goods. This is
also known as Multi Brand Outlets or MBO's.
 Specialty stores: are retail chains dealing in specific categories and
provide deep assortment. Mumbai's Crossword Book Store and
RPG's Music World is a couple of examples.

6
 1.6 Challenges facing Indian retail industry

 The tax structure in India favors small business

 Lack of adequate infrastructure facilities
 High cost of real estate
 Dissimilarity in consumer groups
 Restrictions in Foreign Direct Investment
 Shortage of retail study options
 Shortage of trained manpower
 Low retail management skill

The retail industry in India is currently growing at a great pace and is

expected to go up to US$ 900 billion by the year 2015. It is further
expected to reach US$ 1.3 trillion by the year 2020 at a CAGR of 10%. As
the country has got a high growth rates, the consumer spending has also
gone up and is also expected to go up further in the future. In the last
four year, the consumer spending in India climbed up to 75%. As a
result, the India retail industry is expected to grow further in the future
days. By the year 2020, the organized sector is also expected to grow at a
CAGR of 60%.

1.7 Categories of Indian Retailers :-

Corporate Houses

Tata‟s: Tata Trent

 RPG group: Food World, Health and Glow etc.

 ITC: Wills Life Style
 Raheja group: (Shoppers‟ Stop), DLF (DT cinemas).
 Nike, Rbk. Zodiac
 Multi-brand outlets
 Vijay Sales, Viveks etc.
 Manufacturers/ Exporters
 Pantaloons, Bata, Weekender

7
1.8 Classifying Indian Retailers:

1. Modern Format Retailers

 Supermarkets (food World)
 Hypermarkets (Big Bazaar)
 Department Stores (shopper‟s Stop)
 Specialty Chains (Ikea)
 Company Owned Company Operated
2. Traditional Format Retailers

 Kiranas: traditional Mom and Pop Stores

 Kiosks
 Street Market
 Exclusive /Multiple Brand Outlets
3. Hypermarket

 Big Bazaar
 Giants
 Shoprite
 Star
4. Department

 Lifestyle
 Pantaloons
 Pyramids
 Shoppers Stop
 Trent
5. Entertainment

 Fame Ad labs
 Fun Republic
 Inox
 PVR

8
CHAPTER – 2
COMPANY
PROFILE
Big Bazaar

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is
one of India‟s leading business houses with multiple businesses
spanning across the consumption space. While retail forms the core
business activity of Future Group, group subsidiaries are present in
consumer finance, capital, insurance, leisure and entertainment, brand
development, retail real estate development, retail media and logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates over
16 million square feet of retail space in 73 cities and towns and 65 rural
locations across India. Headquartered in Mumbai (Bombay), Pantaloon
Retail employs around 30,000 people and is listed on the Indian stock
exchanges. The company follows a multi-format retail strategy that
captures almost the entire consumption basket of Indian customers. In
the lifestyle segment, the group operates Pantaloons, a fashion retail
chain and Central, a chain of seamless malls. In the value segment, its
marquee brand, Big Bazaar is a hypermarket format that combines the
look, touch and feel of Indian bazaars with the choice and convenience of
modern retail.

In 2008, Big Bazaar opened its 100th store, marking the fastest ever
organic expansion of a hypermarket. The first set of Big Bazaar stores
opened in 2001 in Kolkata, Hyderabad and Bangalore. The group‟s
speciality retail formats include supermarket chain – Food Bazaar,
sportswear retailer - Planet Sports, electronics retailer - eZone, home
improvement chain - Home Town and rural retail chain, Aadhaar, among
others.

Future Capital Holdings, the group‟s financial arm provides investment

advisory to assets worth over $1 Billion that are being invested in
consumer brands and companies, real estate, hotels and logistics. It also
operates a consumer finance arm with branches in 150 locations. Other
group companies include, Future Generali, the group‟s insurance venture

9
in partnership with Italy‟s Generali Group, Future Brands, a brand
development and IPR company, Future Logistics, providing logistics and
distribution solutions to group companies and business partners and
Future Media, a retail media initiative.

The group‟s presence in Leisure & Entertainment segment is led through,

Mumbai-based listed company Galaxy Entertainment Limited. Galaxy
leading leisure chains, Sports Bar and Bowling Co. and family
entertainment centres, F123. Through its partner company, Blue Foods
the group operates around 100 restaurants and food courts through
brands like Bombay Blues, Spaghetti Kitchen, Noodle Bar, The Spoon,
Copper Chimney and Gelato.

Future Group‟s joint venture partners include, US-based stationery

products retailer, staples and Middle East based Axiom communications.
Future Group believes in developing strong insights on Indian consumers
and building businesses based on Indian ideas, as espoused in the
group‟s core value of „Indianness.‟ The group‟s corporate credo is,
„Rewrite rules, Retain values.‟

10
D-Mart

Avenue Supermarts Ltd (ASL) owns and operates hypermarkets and

supermarkets by the store name D-Mart.

D-Mart seeks to be a one-stop shopping destination for the entire family,

meeting all their daily household needs. A wide selection of home utility
products is offered, including foods, toiletries, beauty products,
garments, kitchenware, bed and bath linen, home appliances and much
more.

Since D-Mart first opened its doors in the Mumbai region in 2000, it has
grown into a trusted and well-established shopping destination in
Maharashtra, Gujarat, Andhra Pradesh, Madhya Pradesh, Karnataka,
Telangana and Chhattisgarh D-Mart is now looking forward to growing
its stores across India.

Culture

At ASL, we‟re strong believers in deriving excellence in customer service

through systematic training and rigor at work. We value simplicity and
humility in our people and strongly believe that integrity and ,merit is the
only route to growth at ASL. We hire professionals who share our values
and unabashedly lead by example.

Vision

It is our continuous endeavor to investigate, identify and make available

new products/categories for the customer‟s everyday use and at the „best‟
value than anybody else.

Presence

D-Mart‟s expansion began in 2007, when stores were opened in

Ahmedabad, Baroda, Pune, Sangli and Solapur. Today D-Mart is
established in 93 locations across Maharashtra, Gujarat, Andhra
Pradesh, Karnataka, Madhya Pradesh, Telangana and Chhattisgarh in:

11
Product offerings

D-Mart offers a wide selections of products in the following

categories:

 Foods
 Toiletries and Beauty products
 Garments
 Kitchenware
 Bed and Bath linen
 Toys & Games
 Stationery
 Home Appliances
 Footwear

12
Dhiraj Sons

Dhiraj Sons Mega Store Pvt. Ltd is a corporate group comprising of a

business activity firms like Mega Store, Super Store, Music Shop, Card
Shop, Toy Shop and now Fashion World. Dhiraj Sons is in business since
last 62 years, starting off with doing small business in Grocery and
Kirana shop in posh area of Athwalines, Surat. It was the first to start a
Family General Store in 1947, namely R. Dhiraj Modi.

Subsequently following the overwhelming response from the people, for

the first time in Gujarat, it ventured into a Departmental Store “Dhiraj
Sons” in 1984. It became a pioneer in introducing for the first time in
Gujarat the self service system and online computerised billing system.
Continuing with the successful progress march, it also added a Greeting
Card Shop, a Music Shop, Plastic Corner and a Stationery Corner to its
establishment in the year 1995, which was due to the faith and love of
the people of Surat in us and our management, which made us stand
apart from the rest of our competitors. In 29-04-2000, we
inaugurated Dhiraj Sons - The Mega Store at Chowpatty, a 15,000 sq.ft
shopping store. A complete 'shop entertainment' environment kind of
store. Catering to demands of our valued customers, in 2002 we unveiled
Dhiraj Sons - The Super Market, at Parle Point a 15,000 sq.ft shopping
store for their shopping ease and comfort.

From a small Grocery Store in 1947 to Super Store, Mega Store and
Fashion World in 2002 shows the kind of progress we have made and
always leading from the front. This all has been possible because of the
trust and love from our valued „Dhiraj Customers‟ and due to our fellow
staff members. This has always promoted us to take a major step
forward in presenting our customers with new innovations and
dimensions.

OTHER VENTURES ARE LIKE

Fashion World, Mega Store, Super Market, Toy Shop, Dhiraj Card Shop,
Dhiraj Poly Corner, Dhiraj Music etc.
13
STAR Bazaar

STAR Bazaar, a TATA & TESCO ENTERPRISE, is a multi-format

hypermarket chain present in Mumbai, Pune, Kolhapur, Aurangabad and
Bengaluru. Star Bazaar are also present in express format known as Star
Daily in Pune.

Each of our 11 hypermarket stores are spread over a large area ( 40000 –
80000 sq. ft.) and offer the entire spectrum of product categories, ranging
from fresh food, grocery, apparel, general merchandise and consumer
durables. Star Bazaar provide a range of more than 30,000 items at great
prices, showcased in a modern shopping environment and backed by the
strong values of the Tata Group. Star Bazaar also offer a wide range of
services and facilities to our customers such as express counters, free
wheat grinding, live bakery, free home delivery within a specified radius
and for a minimum value, modern shopping environment, serviced by
friendly staff and shopper friendly return policies, trial rooms and
alteration facilities.

Star Bazaar is a unit of Trent Hypermarket Ltd which is part of the Trent
Limited, a Tata Group Company in retailing, is a Rs. 1,845 Crore
enterprise with 100 stores in 38 cities across the formats like Westside,
Star Bazaar and Landmark.

Star Bazaar look forward to having you over at our stores to experience
first-hand our promise and commitment to be the best for our customers
at all times.

14
CHAPTER – 3
LITRATURE
REVIEW
According to Naganathan Venkatesh (2013) in his paper has mentioned
overall forecast from different researches have stated that retail growth
will grow 15 to 20 percent over the next five years, based on strong
fundamentals of macroeconomic conditions of india and its younger
population rising disposable incomes and rapid urbanization. Key
success factor for foreign retail investors are the younger population of
india‟s who are under the age of 25, a huge potential market is waiting to
explore and the internet accessibility is also a key factor where from rural
to urban city everyone has the easy access to the internet. As many as
121 million Indians have internet access, and more than half of them
access the web via their mobile phones.

According to Dr. Seema S. Shenoy, Dr. Sequeira and Dr. Devaraj, K.

(2013) India as a business opportunity for global retailers. The
development of Indian retail has been discussed in the paper. The
organized sector current situation has been also concluded as growing at
a frenzied pace. From a simple activity of selling in small markets to a
more sophisticated task of bidding on-line, retailing has showcased
several successful forms and facets. India has been discussed as a young
nation having 60% population within 35 years and a huge market.

According to Deloitte (global powers of retailing 2013) a robust retail

strategy must include: a strong vision of the experience the customer
desires across all channels, a nimble operating model that can adapt as
the retail environment changes, a deep understanding of how to support
the vision through inventive digital solutions and retail technologies,
such as playbooks to operationalise the Omni-channel strategy.

According to PWC report (2012) the driving forces for Indian retail
industry are, higher incomes driving the purchase of essential and non-
essential products, evolving consumption patterns of Indian customers,

15
new technology and lifestyle trends creating replacement demand
increase in rural income as well as urbanization ,increase in easy access
to credit and consumer awareness ,growth of modern trade format across
urban, tier i, tier ii and tier iii cities and towns and rapid urbanization
and growing trend towards nuclear families

According to Cherukuri Jayasankaraprasad (2010) has studied the

multiple discriminant analysis for the various existing retail formats
considering physical surroundings (ambience, store design and visual
merchandising), task definition (regular purchase, purchase in large
quantities and getting ideas /knowing new products), perceived risk
(time, financial, and physical), temporal aspects (time spent and
convenient timing hours), and social interactions and experiences have
significant affect on supermarket and hypermarket store format choice
decisions.

16
 CHAPTER – 4
RESEARCH
METHODOLOGY
1. Need for Research

Research specifies the information required to address these issues;

design the method for collecting information; manages and implements
the data collection process; analysis the results and communicates the
findings and their implications. Research in any field has necessary in
order to serve customer better and be ahead of competition.

2. Problem Statement/Title of Project

Customer Preference Towards Big Retail Store in Varachha region

Different behavior of customer towards Retail Stores.

3. Research Objective

Primary Objective:-

 To Know Customer Preference Towards Big Retail Stores

Secondary Objective:-

 To measure different attributes of Retail Stores

4. Research Design

Exploratory Research

Descriptive Research

Causal Research

In this study Descriptive Research design has been used because to fill
up questionnaire through Personal Interview

5. Variables Under Study

 Store Ambience
 Product Availability
 Product Assortment

17
 Affordable Pricing
 Mode of Payment Options
 Staff Behavior
 Discounts
 Comfortable shopping experience
 Accurate Knowledge of Products among staff
 Correct information of price and signs
 Clean and Spacious Atmosphere
 Decoration
 Home delivery of Goods

6. Techniques for Data Collection

Primary data: like collect information through questionnaire and through

survey.

Secondary data : like company profile, industry information, internet,

review literature, etc.

7. Sampling Design

(A) Sample size: 200 units

(B) Sampling unit: The researcher has take sample of people who are the
visit retailer store

(C) Sampling Techniques:

 tabulating through table

 charts
 graphs.

8. Tools & Data Analysis

In this there are various are analytical and statistical tools.

some of these tools are percentage, average, etc

18
9. Limitation of Study

 The study is limited to only Surat city.

 There is also time limit for research study
 As a student it is expensive to work of survey.
 It may happen that some respondent gave wrong information.

19
 CHAPTER – 5
DATA ANALYSIS
1. Which retailer shop do you frequently visit? (Multiple Choice)

Big Dhiraj D- STAR

Bazaar Sons Mart Bazaar
Visited 79 54 91 27

100
91
90
79
80

70

60 54
50

40

30 27

20

10

0
Big Bazaar Dhiraj Sons D-Mart STAR Bazaar

Visited

Interpretation

The above chart, it can be interpreted that different type of Big retail
store visited by the respondent as like, 79 respondent are frequently
visited to Big Bazaar, 54 respondents are frequently visited to Dhiraj
Sons, 91 respondents are frequently visited to D-Mart and 27
respondents are frequently visited to STAR Bazaar.

20
2. Rate the following attributes.

(1) Store Ambience

Store Ambience
Big Dhiraj STAR
Bazaar Sons D-Mart bazaar
Excellent 57 24 42 13
Very Good 9 19 31 9
Good 4 2 16 4
Average 7 9 2 1
Fair 2 0 0 0

Store Ambience
60

50
Respondent

40

30

20

10

0
Excellent Very Good Average Fair
Good
Big Bazaar 57 9 4 7 2
Dhiraj Sons 24 19 2 9 0
D-Mart 42 31 16 2 0
STAR bazaar 13 9 4 1 0

Interpretation

As per research report, researcher found that Store Ambience of Big

Bazaar and D-Mart is better as compare to Dhiraj Sons and Star Bazaar
so Researcher have recommend that Dhiraj Sons and Star Bazaar have
required to improve their Store Ambience.

21
(2) Product Availability

Product Availability
Big Dhiraj STAR
Bazaar Sons D-Mart Bazaar
Excellent 14 17 29 9
Very Good 55 27 41 14
Good 6 6 16 2
Average 2 4 4 1
Fair 2 0 1 1

Product Availability
Big Bazaar Dhiraj Sons D-Mart STAR Bazaar

55

41

29
27

17 16
14 14
9
6 6
4 4
2 2 1 2
0 1 1

Excellent Very Good Good Average Fair

Interpretation

As per research report, researcher found that Product Availability of

Dhiraj Sons and D-Mart is better as compare to Big Bazaar and Star
Bazaar so Researcher have recommend that Big Bazaar and Star Bazaar
have required to improve their Product Availability.

22
(3) Product Assortment

Product Assortment
Big Dhiraj STAR
Bazaar Sons D-Mart Bazaar
Excellent 13 3 9 3
Very Good 13 10 25 7
Good 44 33 42 9
Average 5 7 14 5
Fair 4 1 1 3

Product Assortment
45
40
35
30
25
20
15
10
5
0
Excellent Very Good Good Average Fair

Big Bazaar Dhiraj Sons D-Mart STAR Bazaar

Interpretation

As per research report, researcher found that Product Assortment of Big

Bazaar and D-Mart is better as compare to Dhiraj Sons and Star Bazaar
so Researcher have recommend that Dhiraj Sons and Star Bazaar have
required to improve their Product Assortment.

23
(4) Affordable Pricing

Affordable Pricing
Big Dhiraj STAR
Bazaar Sons D-Mart Bazaar
Excellent 12 7 16 5
Very Good 35 32 36 9
Good 8 5 18 4
Average 22 9 16 5
Fair 2 1 5 4

Affordable Pricing
40

35

30

25
Big Bazaar
20 Dhiraj Sons
15 D-Mart
10 STAR Bazaar
5

0
Excellent Very Good Average Fair
Good

Interpretation

As per research report, researcher found that Affordable Pricing of D-

Mart and Big Bazaar is better as compare to Dhiraj Sons and Star Bazaar
so Researcher have recommend that Dhiraj Sons and Star Bazaar have
required to improve their Affordable Pricing.

24
(5) Mode of Payment Options

Mode of Payment Options

Big Dhiraj STAR
Bazaar Sons D-Mart Bazaar
Excellent 31 18 27 10
Very Good 24 18 37 5
Good 11 8 14 8
Average 10 7 7 1
Fair 3 3 6 3

Mode of Payment Options

Big Bazaar Dhiraj Sons D-Mart STAR Bazaar

37

31
27
24

18 18
14
10 11 10
8 8 7 7
5 6
3 3 3
1

Excellent Very Good Good Average Fair

Interpretation

As per research report, researcher found that Mode of Payment Options

of Big Bazaar and D-Mart is better as compare to Dhiraj Sons and Star
Bazaar so Researcher have recommend that Dhiraj Sons and Star Bazaar
have required to improve their Mode of Payment Options.

25
(6) Staff Behavior

Staff Behavior
Big Dhiraj STAR
Bazaar Sons D-Mart Bazaar
Excellent 20 10 31 8
Very Good 22 16 21 6
Good 12 8 16 7
Average 23 16 17 5
Fair 2 4 6 1

Staff Behavior
Big Bazaar Dhiraj Sons D-Mart STAR Bazaar

31

22 23
20 21

16 16 16 17
12
10
8 8 7
6 5 6
4
2 1

Excellent Very Good Good Average Fair

Interpretation

As per research report, researcher found that Staff Behavior of D-Mart

and Big Bazaar is better as compare to Dhiraj Sons and Star Bazaar so
Researcher have recommend that Dhiraj Sons and Star Bazaar have
required to improve their Staff Behavior.

26
(7) Discounts

Discounts
Big Dhiraj STAR
Bazaar Sons D-Mart Bazaar
Excellent 15 13 23 7
Very Good 21 16 28 7
Good 17 8 9 4
Average 10 9 21 4
Fair 16 8 10 5

30

25

20
Big Bazaar
15 Dhiraj Sons
D-Mart
10
STAR Bazaar
5

0
Excellent Very Good Average Fair
Good

Interpretation

As per research report, researcher found that Discounts of D-Mart and

Big Bazaar is better as compare to Dhiraj Sons and Star Bazaar so
Researcher have recommend that Dhiraj Sons and Star Bazaar have
required to improve their Discounts.

27
(8) Comfortable Shopping Experience

Comfortable Shopping Experience

Big Dhiraj STAR
Bazaar Sons D-Mart Bazaar
Excellent 38 13 26 10
Very Good 18 19 39 10
Good 8 6 14 1
Average 13 16 10 5
Fair 2 0 2 1

Comfortable Shopping Experience

40
35
30
25
20
15
10
5
0
Excellent Very Good Good Average Fair

Big Bazaar Dhiraj Sons D-Mart STAR Bazaar

Interpretation

As per research report, researcher found that Comfortable Shopping

Experience of Big Bazaar and D-Mart is better as compare to Dhiraj Sons
and Star Bazaar so Researcher have recommend that Dhiraj Sons and
Star Bazaar have required to improve their Comfortable Shopping
Experience.

28
(9) Accurate Knowledge of Products Among Staff

Accurate Knowledge of Products Among Staff

Big Dhiraj STAR
Bazaar Sons D-Mart Bazaar
Excellent 19 13 27 7
Very Good 41 23 29 8
Good 12 12 18 8
Average 5 6 13 3
Fair 2 0 4 1

Accurate Knowledge of Products

among staff
45
40
35
30
25
20
15
10
5
0
Excellent Very Good Good Average Fair

Big Bazaar Dhiraj Sons D-Mart STAR Bazaar

Interpretation

As per research report, researcher found that Accurate Knowledge of

Products among Staff of D-Mart and Big Bazaar is better as compare to
Dhiraj Sons and Star Bazaar so Researcher have recommend that Dhiraj
Sons and Star Bazaar have required to improve their Accurate Knowledge
of Products among Staff.

29
(10) Correct Information of Price and Signs

Correct Information of Price and Signs

Big Dhiraj STAR
Bazaar Sons D-Mart Bazaar
Excellent 11 9 20 5
Very Good 22 17 26 13
Good 35 18 28 5
Average 10 8 14 3
Fair 1 2 3 1

Correct Information of Price and

Signs
Big Bazaar Dhiraj Sons D-Mart STAR Bazaar
35

28
26
22
20
17 18
13 14
11 10
9 8
5 5
3 3
1 2 1

Excellent Very Good Good Average Fair

Interpretation

As per research report, researcher found that Correct Information of Price

& Signs of D-Mart and Big Bazaar is better as compare to Dhiraj Sons
and Star Bazaar so Researcher have recommend that Dhiraj Sons and
Star Bazaar have required to improve their Correct Information of Price &
Signs.

30
(11) Clean & Spacious Atmosphere

Clean and Spacious Atmosphere

Big Dhiraj STAR
Bazaar Sons D-Mart Bazaar
Excellent 23 11 22 14
Very Good 24 23 39 6
Good 15 9 20 4
Average 16 8 6 3
Fair 1 3 4 0

Clean & Spacious Atmosphere

Big Bazaar Dhiraj Sons D-Mart STAR Bazaar
39

23 24 23
22
20
15 16
14
11
9 8
6 6
4 3 3 4
1 0

Excellent Very Good Good Average Fair

Interpretation

As per research report, researcher found that Clean & Spacious

Atmosphere of Big Bazaar and D-Mart is better as compare to Dhiraj
Sons and Star Bazaar so Researcher have recommend that Dhiraj Sons
and Star Bazaar have required to improve their Clean & Spacious
Atmosphere.

31
(12) Decoration

Decoration
Big Dhiraj STAR
Bazaar Sons D-Mart Bazaar
Excellent 27 17 24 10
Very Good 23 18 27 6
Good 8 9 22 2
Average 12 8 16 7
Fair 9 2 2 2

Decoration
30

25

20

15

10

0
Excellent Very Good Good Average Fair

Big Bazaar Dhiraj Sons D-Mart STAR Bazaar

Interpretation

As per research report, researcher found that Decoration of Big Bazaar

and D-Mart is better as compare to Dhiraj Sons and Star Bazaar so
Researcher have recommend that Dhiraj Sons and Star Bazaar have
required to improve their Decoration.

32
(13) Home Delivery of Goods

Home Delivery of Goods

Big Dhiraj STAR
Bazaar Sons D-Mart Bazaar
Excellent 14 5 9 5
Very Good 13 7 13 3
Good 8 6 15 6
Average 20 13 19 3
Fair 24 23 35 10

Home Delivery of Goods

35

30

25

20 Big Bazaar
Dhiraj Sons
15
D-Mart
10
STAR Bazaar
5

0
Excellent Very Good Average Fair
Good

Interpretation

As per research report, researcher found that Home Delivery of Goods of

Big Bazaar and D-Mart is better as compare to Dhiraj Sons and Star
Bazaar so Researcher have recommend that Dhiraj Sons and Star Bazaar
have required to improve their Home Delivery of Goods.

33
(A) GENDER

Gender
Male 179
Female 21

Gender
200

180

160

140
Respondent

120

100

80

60

40

20

0
Male Female
Gender 179 21

Interpretation

From above chart it can be interpreted that, out of total 200 respondents,
179 respondents are male and 21 respondents are female.

34
(B) AGE

Age Respon.
15-25 174
26-35 16
36-55 7
>56 3

Age

180

160

140

120
Respondent

100

80

60

40

20

0
15-25 26-35 36-55 >56
Respon. 174 16 7 3

Interpretation

From above chart it can be interpreted that, out of total 200 respondents,
174 respondents are from the age group of 15-25, 16 respondents are
from the age group of 26-35, 7 respondents are from the age group of 36-
55, 3 respondents are from the age group of 56 or More. So it seems that
major respondents are from the age group of 15-25 year it means most of
the young people are selected in this research.

35
CHAPTER:-6
FINDINGS
Sr.No Attributes Big Dhiraj D-Mart STAR
Bazaar Sons Bazaar
1 Store Ambience 
2 Product Availability 
3 Product Assortment 
4 Affordable Pricing 
5 Mode of Payment 
Options
6 Staff behavior 
7 Discounts 
8 Comfortable shopping 
experience
9 Accurate Knowledge of 
Products among staff
10 Correct information of 
price and signs
11 Clean & Spacious 
Atmosphere
12 Decoration 
13 Home delivery of Goods 

Under the study respondents are highly satisfied with the service of Big
Bazaar like store ambience, product assortment, mode of payment
options, comfortable shopping experience, clean & spacious atmosphere,
decoration and home delivery of goods.

Under the study respondents are highly satisfied with the service of d-
mart like product availability, affordable pricing, staff behavior,
discounts, accurate knowledge of products among staff and correct
information of price and signs.

Respondents are less satisfied with the service of Dhiraj sons and star
bazaar.

36
CHAPTER:-7
CONCLUSION
Finally, it is important to note that these strategies are not strictly
independent of each other; value is function of not just price, quality and
service but can also be enhanced by Personalization and offering a
memorable experience. In fact, building relationships with customers can
by itself increase the quality of overall customer experience and thus the
perceived value. But most importantly for winning in this intensely
competitive marketplace, it is critical to understand the target customer‟s
definition of value and make an offer, which not only delights the
customers but also is also difficult for competitors to replicate.

37
BIBLIOGRAPHY
 Web site
http://enterprise.microsoft.com/en-us/industries/retail-and-consumer-
goods

http://www.dmartindia.com

Books
 Marketing Research Methodology, G.C. Beri, Fourth Edition,
Published by Tata Mcgraw, Hill edition private limited, new delhi.
 Marketing Management Philip Kotler, Millennium edition,
Published by Ashoke K. Ghosh, Hall of India private limited, new
delhi.
ANNEXURE
 QUESTIONNAIRE

I AM HARDIK J SHINGALA, THE STUDENT OF SHREE SWAMI

ATMANAND SARASWATI COLLEGE OF MANAGEMENT,SURAT. I AM
DOING MY PROJECT ON CUSTOMER PREFERENCE TOWARDS BIG
RETAIL STORE IN VARACHHA REGION. THIS INFORMATION IS
PURELY FOR AN ACADEMIC PURPOSE, AND WILL BE KEPT
COMPLETELY CONFIDENTIAL.

1. Which retailer shop do you frequently visit? (Multiple Choice)

Big Bazaar Dhiraj Sons

D-Mart STAR Bazaar

2. Rate the following attributes.

[ 1. Excellent 2. Very Good 3. Good 4. Average 5. Fair ]

Sr.No Attributes Big Dhiraj D-Mart STAR

Bazaar Sons Bazaar
1 Store Ambience
2 Product Availability
3 Product Assortment
4 Affordable Pricing
5 Mode of Payment
Options
6 Staff behavior
7 Discounts
8 Comfortable shopping
experience
9 Accurate Knowledge of
Products among staff
10 Correct information of
price and signs
11 Clean & Spacious
Atmosphere
12 Decoration
13 Home delivery of Goods

PERSONAL INFORMATION

NAME: ________________________________

GENDER: MALE FEMALE

AGE: ______________

CONTACT NO: ________________________________