MANAGEMENT

RESEARCH
PROJECT

FINAL REPORT
 A REPORT
ON

PREPARED BY SUBMITTED TO
ISHWAR DUTT PATHAK PROF. VINAY PRATAP
ENROLLMENT NO:08BS0001244 FACULTY MEMBER
MOBILE:9532486002 ICFAI BUSINESS SCHOOL
EMAIL:ishwardutt_2007@rediffmail.com DEHRADUN

2
 ACKNOWLEDGEMENT
I would like to acknowledge my gratitude and thanks to my MRP GUIDE
PROF. VINAY PRATAP, who helped me to choose such an interesting topic
to work upon as a full-fledged project and guiding me at each step in an
interactive way, without him this project cannot reach at this stage.

I am also thankful to my college, who has provided me an opportunity to work

in this area and to obtain the great practical experience in this field which will
definitely help me to enrich my skills and knowledge through learning with
this project.

Date of Submission: -

3
 DECLARATION

I do hereby declared that this project “Impact Of Recession On Retail

Industry And Ways To Overcome.” is a record of work conducted by me
towards completing of Management Research Project in ICFAI BUSINESS
SCHOOL at Dehradun.

No part of the research study has been presented for any other degree or
diploma.

Place: Dehradun _______________

DATE: Ishwar Dutt Pathak

4
 Table of contents
Acknowledgement…………………………………………………03
Declaration………………………………………………………...04
Table of contents…….……………………………………………..05
Introduction to the project field………………………………….06
Introduction to the project……………………………………….07
Project title…………………………………………………...07
Area of the project…………………………………………...07
An Abstract…………………………………………….…….07
Objectives of the project…………………………………….08
Limitations of the project…………………………………....09
Proposed Methodology………………………………………11
Main Text
Problems due to recession………………………………...…13
Strategies to face recession & its impact…………………....15
Pilot testing of the questionnaire…..………………………..22
Data collection and analysis…...…………………………….24
Inferences drawn on analysis……………………………….34
Recommendations from inferences.………………………..38

Attachments
Questionnaire…………………………………….…………..41
References…………………………………………….…………….43

5
 An Introduction of the Retail Sector
Retail:-
Retail is the sale of goods to end users, not for resale, but for use and
consumption by the purchaser. The retail transaction is at the end of the supply
chain. Manufacturers sell large quantities of products to retailers, and retailers
sell small quantities of those products to consumers.

Retail industry:-
The retail industry is a sector of the economy that is comprised of individuals
and companies engaged in the selling of finished products to end users in the
general public. According to the U.S. Census Bureau 28, the total sales for the
U.S. Retail Industry in 2007 (including food service and automotive) were
$4.48 trillion. Total sales for the U.S. retail industry declined just 0.1% overall
in 2008 according to the Census Bureau, to $4.475 trillion. Retail industry sales
declined each of the last six months of 2008.

Of the world‟s 10 largest retail companies, six are from the US and four are
from Europe. These top ten had combined sales of $978.5 billion in 2007,
according to international consulting group, Deloitte. Retailing is a primary
driver of the global economy30.

Retail Employment, Jobs and Careers:

According to the US Department of Labor, Nearly 15.5 million people worked
in the US Retail Industry in Q4 2007. That number has dropped to 15.3 million
as of May, 2008.

Retail Industry Outlook:

As was predicted in the Deloitte report, “2008 Industry Outlook: A Look around
the Corner,” U.S. retailing is struggling due to the housing market crash, the
financial meltdown, high gas prices, and unemployment. The report
recommends that retailers focus on these strategies in order to survive and thrive
in 2008:
Lean inventories and strong cash flow39.
Lower payroll
Increase share of wallet with existing customers
Improve the customer experience and customer loyalty
Use multichannel shopping (in-store, kiosk, online)
Reintroduce coupons
Create private label brands

6
 Introduction of the Project

Project Title: - Impact of Recession on Retail Industry and Ways to

Overcome.
Area of the project: - Marketing

An Abstract: -

The project is about to carry an extensive study and research on retail industry.
This study involves the understanding the retail industry in order to find out its
strengths and weakness and analyzing the present scenario in the retail industry.

Then after conducting the detailed study on retail industry and having a little
understanding of it the various recession that have been occurred earlier through
the globe, in relation to retail industry are to be studied. This implies analyzing
the number of problems face by the retail industries and impact on them
throughout the world during the recession period. And what was the extent or
the intensity of the impact of recession on the retail institutions. In the other
words, it can be explained as the analyzing of the extent of the situation to
which the retail institutions have faced due to the various recessions.

Further what are the various strategies and the steps that they have adopted in
order to face the situation of recession and also whether the strategies adopted
by them have been worked out as their plan? If it has not been worked out as
per the plan then what is the reason behind it and what are the required changes
to be made to make and develop the suitable strategies for the retail institutions.

With the help this study we will be able to know in detail about the retail
industries, their policies, work culture, environment, strategies and many more
things about them. Then after analyzing the study the ways and conclusion will
be developed that can help this Retail Industry to overcome from this recession.

This whole study will be based on the secondary data collected through internet,
books, magazines, journals and reports of the companies as well as earlier

7
research conducted in this field. But to analyze the impact of various strategies
adopted by the retail sector in order to face the retail recession on the customer
there is a need of collecting primary data based

One more thing which will kept in mind while conducting this research is that,
this research is carried for the qualitative analysis and not the quantitative, so
the conclusions and outcomes of the research will be judgmental based on the
information, facts and data collected from the various secondary sources.

Objectives of the project:

This part of the report will explain that what the primary objective of
conducting this study is. With the help of this part you would be able to get the
feel that why this study is going on.

1. To understand the retail industry:-

One of the main things in order to do this project is to have the vast coverage
and study of retail industry. This will help in understanding what are those
changes happened in the economy and the market due to which various type of
challenges have been faced by the earlier and present retail industries and the
reasons that, why the retail industries had done the changes in their strategies of
marketing, sales, finance and etc in order to register their presence in the
market. That is why this is an objective of the project.

2. To find out problems of retail industry due to recession:-

The another objective of this project is to find out the various problems faced by
the retail industries due to the recession that have came earlier in the various
economies in the past and present. This objective can be achieved only after the
deep understanding of the retail industry which is only possible after the
completion of the first objective.

3. To measure the effect of recession in retail industry:-

The next objective of this project is to measure the impact of the problems faced
by the retail industry due to recession. This objective involves the various
negative impacts of the recession on the retail industry and to measure that up to
what extent these negative impacts of the recession has adversely affected the

8
business of the retail industries, its consumers, its profitability and various
dimensions of its performance measures.

4. To explore the various ways and methodology for overcome:-

This is the last objective of the project and it involves finding out the various
strategies developed and implemented by the retail industries in order to
minimize the impact of the recession on their business and their performance. It
also involves studying all those strategies in order to measure the impact of all
those strategies on the retail industry, its performance, profitability, and its
customers.

Limitations of the project:

With the help of this section you would know those areas where this studies,
where it may not be appropriate to use it.

1. Emphasis on secondary data:-

One of the main limitations of this study could be that, this project is entirely
based upon the study of the secondary data. As if the various impact of the
recession are collected from the internet based researches and the information
available on it. Another thing is that the various strategies developed and
implemented by the retail sector in order to face the recession is also been
collected from the internet.
Although the study involves the collection of primary data through the retail
customer, but this information is also based upon the secondary data collected.

2. Time and Geography constraints:-

Another obstacle to this study could be the time factor as if we are doing this
project along with our MBA program simultaneously. So there could be the
possibility of lack of devotion of time towards this area. This study involves the
collection of secondary data of whole world about the impact of recession of
retail industry and the various steps taken by this industry in order to minimize
the impact of recession on it. Apart of it, this study also involves collection of
the primary data from the retail customer through the survey within the
Dehradun city with a sample size of 200 peoples. While the strategy and plans
are developed in order to minimize the impact of all these constraints.

9
3. There may be some errors, during the collection of primary and secondary
data, its interpretation and analyzing. While all the respective care will be taken
in order to avoid and mitigate the errors and an attempt shall be taken to make
the project error free.

4. As the secondary data is collected from the internet and primary data is to be
collected in Dehradun city only, therefore the results may deviate if this study
will be applied to any other place.

5. There are the chances that the respondents may avoid to provide the full and
correct information as per them. That may lead to the deviation of the project
from the objective.

10
 Proposed Methodology:

This unit would be helpful for you to know how this study will be going on
further in future in Th

At the first stage, this research involves collection of data. The data collected
will be of the impact of the recession on the retail industry. The data will
involve the level of adverse impact on the retail industry due to the recession
and what are the changes that have been taken place due to the recession in the
retail industry and the retail customers. The mode of collection of data was only
being secondary because we have collected the various information regarding
the recession, its impact on retail industry, changes evolved due to the recession
in the retail industry all around the globe. Also it is not possible and feasible
too, to collect the primary data for such an extensive and huge study in a short
span of time with limited resources. But all the necessary care and precautions
will be taken in order to collect correct and adequate secondary data that will
depicts the real picture of the scenario and can help the others in future. The
necessary secondary data will be collected from the research articles,
magazines, journals and through related websites. The secondary data will be
collected about the various problems faced by the retail industries due the
recession all around the globe in various periods.

In the second stage of the research the secondary data collected will be used to
find out the several strategies that have been developed and implemented by the
retail industries in order to minimize the adverse affect of the recession on the
retail industry. That had caused them a problem in order to operate the business,
maintain customer, their profitability and performance. The strategy must be in
regarding to the operation of the retail store, so as to minimize the adverse
impact of the recession on the retail industry as early as possible. It is to be
noted that the various strategies developed and implemented by the retail
organization will also to be find out from the internet, books, magazines, journal
and reports.

After that in the third stage the several strategies that have been find out
through the secondary data will be studied in order to know the impact of those
strategies in the operation of the business, on the profitability of the business, on

11
the sale of the business and its performance and the most importantly the impact
of the various strategies on the retail customers. The analysis of the secondary
data has been carried out by the customer survey. This customer survey includes
the various groups of the customers who any how are related to the retail
industries. At this stage a questionnaire has been developed based on the
various strategies that have been find out from the secondary data collected and
a sample size of 200 customers have been taken. So as to collect the view of the
customers in relation to each and every strategy that had been already adopted
by the retail industry with an idea to minimize the adverse impact of the
recession on the retail industry and to overcome from the recession as early as
possible.

After that in the fourth stage of the research, the various strategies adopted
by the retail institutions in order to overcome the recession have been studied
along with views provided by the sample customers form the various segments
in the survey of 200 customers. This study had been done in order to carry out
the analysis and also in order to know the affect of each and every strategy on
the retail customers, that the strategy which had been adopted with a view to
minimize the adverse impact of the recession on the retail industry has played
its role or not. If not, then an attempt shall be made to find out the reasons of the
failure of the particular strategy adopted by the organization this has included
the inferences part, and the necessary suggestions will be provided for the
various strategies which is given in recommendation part.

12
 Main Text

Problems of retail industry due to recession (31)

In this part of the report, the various problems have been discussed that had
been occurred due to the recession all around the world.

1. Low consumer confidence:-

Due to the recession one of the major problems faced by the retail
industries all around the globe is the problem of the lower customer
confidence. As because sharp and immediate decline in the economy,
every part of the market was adversely affected. Similarly this retail
industry is also affected by this way. As a result of low customer
confidence on the retail store there is an interrelated problem of low
traffic inflow in the store, elasticity in the customer has been increased
which lead to quick switching of customers from one store to another.

2. How to protect margins:-

Since there was a decline in the confidence of the customer, due to which
there is a low traffic inflow in the store as a result of which there is a
decline in the sales of the store. Which led to building a new problem of
how to protect margin of the store? This is obviously necessary to ensure
the smooth operation of the store and maintain its profitability and
performance.

3. Increasing cost of inventory holding and staff:-

As the margin of the store was coming in the danger, due to which retail
stores had to think about their own expenses. That they can easily keep
low and protect their profit margins. In this direction one of the major
things that retail store find out is the increasing cost of holding the
inventory and staff. As the tradition was coming from earlier times to
maintain an adequate level of inventory and staff so as to meet the future
demand and enabling the facilities to customer. But during the recession
this cost of holding the adequate level of inventory and staff were started
increasing and eating the profit margins of the store.

4. Increasing credit crunch in the market:-

It is generally obvious that during the recession every market, economy,
business sector and organization start facing the lack of financial
resources. And we all know that the finance is the life blood of the any

13
 business. Similarly according to the data collected it has been find out
that during the recession the retail organizations started facing the
problem of credit crunch in the market. It became a great hurdle in their
way, as if they were not able to manage their required amount of working
capital needed in order to ensure the smooth operation of the business.

5. Challenges in selection of right service provider:-

As earlier discussed, that the retail sector started facing the problem of
the increasing cost of inventory. Due to which they have started to
maintain the low level of the inventory. But in order to operate with the
low level of inventory the main problem to meet the immediate increase
in demand by the retail customers. As a result of which, a need of having
the right service provider was evolved who can ensure the delivery of
merchandize in a just in time way as and when it is required. This also
evolved as a problem in the market for the retail industry.

6. How to tap the untapped market:-

Another problem in front of the retail industry is “how to tap the
untapped market”. As in many places of the developed nations around the
globe there were many areas who have been fully covered by the
organized retailing but inspite of this fact there were some areas left
which still were not covered by the organized retailing. If this untapped
market will be covered by the retail industry it may act as cure for the
adverse impact of recession on the retail industry. This includes what type
of marketing communication strategy is to be adopted in order to attract
and retain the customers.

7. How to provide cheap and good quality stuff in increasing inflation:-

The next problem that this retail industry had faced is the problem of
providing the cheap or low priced products to the customers and at the
same time to ensure the quality of the merchandize must good or better
than earlier. This thing evolved as the problem as because during the
recession the purchasing power to the customer was declining and the
customers were not ready to take the risk. Therefore the problem is how
to attract the customers by keeping the price low and at the same time to
provide the good quality stuff to the customers.

8. How to maintain market share and supply chain management:-

At last the problem found through the collection of the secondary data is
how the retail store maintains the market share and the good supply chain
management. This point emerged as a problem because of the three
reasons. First one is that during the recession there were a growth in
unorganized retail market was been registered. The second reason was the

14
 increase in adverse impact of recession and competition among the retail
players. And at last but not the least there was a lack of faith among the
retail customers on the retail industry due to the impact of recession.

Strategies of retail industries to face recession & its

impacts

This section of the report contains the various strategies collected from the
internet, which had been adopted by the retail industry through the globe in
order to minimize the impact of the problems that has been occurred due to the
recession.

1. Allowing the big brands to open their outlet in the retail store: -

This was the one of the most common strategy that had been adopted by
the retail industry in order minimize the adverse impact of the global
recession. In this strategy the retail stores allowed the big brands to open
their outlet in the store. This was possible with the help of term lease or
the contract between the retailers and the brands. For example some of
the retailers who allowed the brands of consumer durables, life style
products are: Dalian Dashang Group Co., Ltd Shandong Sanlian
Commercial Co., Ltd. The Home Depot, lnc, Albertson‟s, lnc, Sears,
Roebuck and Co.
With the help of this strategy the retailer were benefited in many ways.
Some of them are:-

a) Retail stores became able to attract more traffic of imperial class.

b) The area left with the store was decreased than earlier which lead to less
area management.

c) Also after having the big brand in the store the retail store has reduced its
advertisement expenditure as the branded outlet were started doing it on
behalf of them.

d) As the area of operation inside the store is reduced then obviously it leads
to work with less staff.

15
e) For providing the space inside the store to the brands the retailers were
also getting the good amount of revenue from the lease issued to the
brands.
The above are the some favorable effects of this strategy while
some of the unfavorable effects are: -

a) Due to implementation of the above strategy less area left with the
retailers to display the merchandise.

b) Also there was a decline in the traffic inflow of customers as everyone is

going in the branded leased portions.

2. Shifting to low quality products: -

As a result of recession there was a problem of maintaining the market

share in front of the retailers. To reduce the impact of this problem the
retailers started to shift to the low quality and low priced products. For
example The Kroger Co, big bazaar and Wal-Mart. They have
implemented it in Shifting to the low quality and low cost products like
Chinese toys, chemicals, cosmetics, yarns, fabrics, electronic items and
etc.
With the help of above strategy the retailer were started having the
following positive impacts: -

a) Due to this strategy the retailer were able to attract price sensitive
customers.

b) The electronic goods especially Chinese products were more attractive

which lead to increase the sale of the store

c) Because of shifting to the low priced and low quality products there was
the less investment required for the purchase of merchandize.

d) Increase in frequency of sales of products mainly of low cost products.

But the above only were not the result of this strategy some consequences
of this strategy were also there: -

a) Adversely affected the brand image of retail stores like wall mart.

b) As the retail store started shifting to the low price and low quality product
the retail store started losing its high profile customers.

16
c) It also led to the development of unorganized market nearby the
residential areas.

3. Tie up with fast food chains: -

In order to minimize the impact of the recession the retail store started
making the tie up with the fast food chains in order to increase the nature
of impulse buying of the customer. In this area some examples collected
from the internet are McDonalds & Wal-Mart and McDonalds and big-
bazaar.
As the earlier strategies, this strategy also had some pros for the retail
industry that are as follows: -

a) With the help of this strategy the retail stores became able to attract more
traffic inside the store up to a huge extent.

b) They had also adopted the technique of promoting each other inside the
store as well as inside the fast food chain. That helped the retail stores to
become able to make aware the peoples about their new offers and
schemes in the store and food chain too.

c) Obviously if there is increase in the traffic flow of the customers inside

the store it will definitely increase sale.

Similarly there were some cons of this strategy which are as follows:-

a) More peoples were coming for window shopping and time pass.

b) Difficulty in handling the crowd during the peak times.

4. Cost cutting in electricity, staff, and etc: -

This was one of the general strategies that had been famous among all the
industries or the sectors in order to minimize the adverse impact of the
recession on themselves. This strategy lays down its emphasis upon
cutting the expenses on cost of operating the store. These expenses are of
petty kind. Those who have implemented it are Wall-mart, big bazaar,
Kmart Corporation, Target Corporation, Safeway Inc, Costco Companies
lnc, IGA lnc. Following are some of the ways that how they had
implemented this strategy:- Cutting of staff, Maximum use of sunlight
during day time, Shutting down the lift, Use of plastic partition and
shelves for display of merchandise, Use of paper boards for display.

17
 There were only one positive impact of this strategy and that was decline
in the cost of the operation of the retail store. But there was a negative
impact of this strategy that is decline in the traffic flow of the customer
inside the store.
5. Charges for the free services: -

Due to minimize the impact of recession the retail industries also started
applying the charges for the services that were earlier free in the
particular retail store. They adopted this strategy by applying charges
upon the services such as they started charging for the service of parking,
keeping bags, bringing the purchased merchandise from one floor to other
and etc. some of the retail stores who implemented this strategy are: - The
Kroger Co, The Home Depot lnc, Albertson's lnc, Sears, Roebuck and
Co. This strategy has the positive impact as to increase in the total
revenue up to a little extent, while on the other hand this strategy had the
negative impact of the reduction of traffic flow of customers inside the
store.

6. Reduced electronic advertisement: -

Another step that the retail industry had adopted in order to ensure the
minimum adverse affect of the recession upon them. In this field they
started using the paper board‟s advertisement for display of new offers,
schemes and prices in place of the electronic LCD screens. Some of the
player in the retail industry who had done it is: - Somerfield, Great
Universal Store, Dixons Group, John Lewis Partnership. This strategy
had also the same positive impact of reduction in the operating cost of the
retail store but on the same time it has the same negative impact of
reduction in the traffic flow inside the retail store. As because if there is a
reduction in the electronic advertisement then it will lead to reduction in
attractiveness of the retail store, which will directly affect the traffic
inflow the customers inside the retail store.

7. Maintaining low inventory: -

Then another strategy that had been adopted by the retail industries in
order to ensure that there must be a minimize level of adverse affect of
the recession on them. This strategy ensures to maintain the low level of
inventory below the adequate level so as to ensure to low cost of holding
the inventory. Some of the retail who had adopted this maintaining the
low level of the inventory of the merchandize for their store is: - Wal-
Mart Stores, lnc Kmart Corporation, Target Corporation, The Kroger Co,
IGA lnc. As all the above strategy has its own positive and negative
points similarly this strategy has its own positive and negative points. The

18
 positive thing about this strategy is that it leads to reduction in cost of
holding the inventory of merchandize for the retail store. While at the
same time this strategy has the negative point of the shortage of the
merchandize during the time immediate increase in demand by the retail
customer. As a result of which the retail store who are adopting this
strategy were sometime not able to meet and satisfy the immediate
demand of the customer who comes in the retail store. One more thing
that the retail store had to keep in mind while implementing this strategy
is to ensure the implementation of perfect just in time system for the
quick availability of merchandize as and when required.

8. Adoption of grid layout: -

Another strategy that retail industry had developed in order to ensure the
minimum effect of the recession on them is the adoption grid layout
inside the store. This strategy helped the retail stores to display the
maximum variety of merchandize they have in front of the retail
customers. Another thing is that with the help of this strategy the retail
store was able to maintain the low level of inventory which also helped
them to reduce the cost of holding the inventory. But at the same time this
strategy has also lead to making the environment of the store more
monotonous and boring for the customer and one of the major problem
that the retail customer started facing the problem due to the
implementation of this strategy is the lack of space for walking in the
store to search the adequate merchandize which the customer is looking
for. The retail giants who had implemented this strategy are: - Wal-Mart
Stores, Target Corporation, Shanghai Bailing Group Co. Ltd, Dalian
Dashang Group Co., Ltd, Shandong Sanlian Commercial Co., Ltd, and
Beijing Wangfujing Department.

9. Adoption of EDLP strategy with offers on festive seasons: -

In this strategy the retail stores have given their focus upon the pricing of
the merchandize of the store. In order to minimize the adverse impact of
the recession the retail store need more and more customer in order to sell
its merchandize and increase its revenue. To ensure this many retail stores
had adopted the strategy of Every Day Low Pricing of the merchandize
inside the store. In order to attract the price sensitive customers and
increase their sales and revenue. The global retail stores who had adopted
this strategy are: - Wall mart, Columbia House, Crate and Barrel, Door
Hardware Center, Drs. Foster and Smith, DSW Inc. talking about the
impact of this strategy it had helped the retail stores to attract the more
price sensitive customers and increase its sales and revenue.

19
10. Promotions through coupons: -

This strategy involves the promotion of the retail store with the help of
coupons that motivates the retail customer to purchase more and to come
next time again into the retail store. This strategy can be easily classified
under the category of sales promotion which had the main emphasis of
have more sales and to cover the ads largest market as early as possible.
Following are the stores who had adopted this strategy of promotions
through coupons: - Fire Mountain Gems and Beads, Wal-Mart Stores,
Food Service Warehouse, Foot Locker Inc., The Kroger Co , The Home
Depot, lnc Albertson's, lnc , Fossil Inc. In this strategy both the tied up
fast food chains and the retail store promote their customer to visit the
other one also. Suppose if a customer comes into the Mc Donald‟s then
he will be given the coupons to go into the wall mart. Similarly vice
versa, it helped in increase the sale up to a small extent as if it emphasizes
upon the impulse buying behavior of the customer.

11. Development of online shopping with extra charges: -

Another strategy that had been adopted by the retail stores and had helped
them in order to minimize the impact of the recession on the retail
industry is the strategy of “developing the system of online shopping with
some extra charges”. This strategy helped a lot to the retail industry in
order to target the high class society who does not prefer to go into that
particular retail store. As with the help of the online shopping they were
able to reduce the physical size of their store but they can easily cover the
wider range of customer throughout the globe which leads to increase in
their sale and revenue. Some popular stores who have adopted this system
of development of online shopping with some extra charges are: J
Sainsbury plc, Kingfisher plc, Marks & Spencer plc, Safeway plc,
Somerfield plc, and Great Universal Store. The only problem with this
strategy is the maintenance and savant of the data collected thought the
sale and purchase of the merchandize of the retail store.

12. Development of membership cards: -

Another strategy that were been adopted by the retail stores in order to
minimize the impact of the recession on them is to develop the member
ship cards for the customers, it will propagates the customer to make
more impulse rather than subjective purchase. They started giving the
membership card in order to ensure the high sale. Following are the some
of that retail store who had adopted the strategy of developing the online

20
 shopping: -Wal-Mart Stores lnc, The Kroger Co, The Home Depot, lnc,
Albertson's, lnc, Sears, Roebuck and Co, Kmart Corporation. The main
purpose of this strategy to build the relation with the customer in order to
ensure that he will definitely come next time in the store for making his
next purchase, rather than shifting to the another store available as an
option to them.

13. Recruitment of part time workers: -

This is the strategy that was been adopted by the retail industry in order to
minimize the impact of recession upon them. The main emphasis of this
strategy was to minimize the expenses of the retail store upon the staffs
and employees. The retail stores started employing the part time
employees on the shift basis such as for 6 hours shift. Generally the guys
who are employed in this strategy are those students who want to earn
money in continuation with their studies. This strategy helped the retail
industry a lot in reducing the expenses of the retail store up to a huge
extent, which were earlier, went out as an expense of salary or wages to
the employees. The retail stores employed this strategy for employing the
front end employees only. Who stand there in the store and facilitates the
customers for making the purchase. With the help of this strategy there is
a reduction in the operating cost of the store to a huge extent. Similarly
on the other side these employees are not skilled or trained which was
done earlier that is why in some circumstances they were not able to
handle the situation. That sometimes went against to the store.

21
 Pilot testing of questionnaire
Till today in this project, with the guidance of my faculty guide Prof. Vinay
Pratap, I had collected some strategies that were adopted by the several retail
store around the globe in order to minimize the adverse impact of the recession
on them. But to analyze the true impact of the strategy it is necessary to know
the impact of each and every strategy on the retail customers. So in order to find
out the true impact of the each and every strategy I have developed a
questionnaire based on the strategies for the customers. The questionnaire
developed is approved by my faculty guide Prof. Vinay Pratap after having the
look on the results of the pilot testing of the questionnaire. The pilot testing was
done on the 20 peoples. The pilot testing of the questionnaire is completed and
the results are as follows for each and every strategy:-
1. On going to Vishal mega mart if you find the outlet of SAMSUNG inside
the store, Will you prefer to visit in the outlet of SAMSUNG?
In this question 80% of the respondent has said yes they will prefer to go
in the outlet of Samsung, while the 10% has said for not going and cannot
say.

2. In the retail outlet like Vishal mega mart you find the low price and low
quality products than earlier, and then what will you do?
40% of the respondents have answered that they will shift to the another
store, while 30% had selected that they will purchase less in quantity, also
20% of the people said they will purchase more in quantity and 10% said
that they will not do anything.

3. During your last visit to the retail store like Vishal Mega mart you
observe that there were inadequate facilities like lights, trolleys and etc.
Will you prefer to visit the store again?
In reply of this question 40% of respondents answered for yes and no
both and rest 20% answered for cannot say.

4. If Vishal mega mart starts applying the minimal fee or charges on

services like bag keeping counter, trolley and bringing the purchased
merchandise from top floor to ground floor, then will you prefer to go in
it?
In this question 50% of the respondent selected the never option, on the
other hand 40% had went for sometimes, and rest 10% selected for
always.

5. On your visit to Vishal mega mart if you observe that, there is a reduction
of electronic advertisement (LCD‟s) inside the store, then will you like to
go in it?

22
 In response to this question 50% of the respondents chosen the option of
yes, at the same time 30% respondents chosen for can‟t say and rest 20%
went for no option.

6. If you visit to Cotton County, and observe that sometimes there is the
shortage of the merchandise of your choice. Will you prefer to visit the
store again?
In relation to this question 40% of the respondent went for the never
option while 30% went for always and sometimes both.

7. While shopping in the Vishal mega mart if you observe the display of
more merchandize in form of columns and rows and less space for
moving around the merchandize, then in future would you like to go in it?
In response to this question, 40% of respondents went for cannot say,
while 30% went for yes and no both.

8. In Vishal mega mart if you observe generally the price of merchandize

little bit lowers than outside without any discount and coupons. Then will
you prefer to go in it again?
In this question 50% of the respondents went for sometimes and always
each.

9. On your visit to Vishal mega mart if you observe that the staff members
there are not adequately trained and skilled. Will you prefer to go in it?
In this question 80% of the respondents selected sometimes and 10%
selected the yes and no option each.

10. If Vishal mega mart starts using the coupons, offers and discounts on its
merchandize. Then would you like to go in it?
In response to this question 80% of the respondent selected yes and 10%
selected the both option of no and cannot say.

11. If Vishal mega mart starts its online shopping and membership with some
extra charges. What you will be going to do?
In this question 60% of the respondents selected for continue to purchase
like earlier and rest 40% selected the option of start using the online
services.

12. If you visit to the fast food chain like Mc Donald‟s and you find Levis in
the same mall, then would you like to go in Levis?
In this question 60% of the respondents selected the option of sometime,
while 30% went for always and rest 10% went for never.

23
 Data collection
For the data collection of this project a sample size of 200 customers was been
taken. The segment of customers is those, who do regular purchase from vishal
mega mart or any other equivalent retail store like big bazaar and etc.

The data collection has been primarily done from Allahabad customers who
regularly visit to vishal mega mart. The number of respondents who helped in
filling the questionnaire from this customer group is around 120 to 130. Out of
the left 70 to 80 questionnaire a total of 30 to 35 respondents are from the
customer base of Dehradun who regularly visit to vishal mega mart. And the left
part of the sample size that is around 35 to 40 respondents was been covered
from my friends, colleagues and relatives.

Analysis of collected data

On the basis of response received from the sample size of 200 customer group
who regularly visit to vishal mega mart and the other retail stores like big bazaar
and etc. the following mathematical analyzation has been carried out:-

1. Allowing the big brands to open their outlet in the retail store: - On
going to Vishal mega mart if you find the outlet of SAMSUNG inside the
store, Will you prefer to visit in the outlet of SAMSUNG?

YES NO CAN'T SAY

31%

56%

13%

Now from the above diagram we can easily conclude that more customers
will prefer to go in the store in which there is another branded outlet of
FMCG, consumer durables and etc. so this strategy to minimize the impact
of recession will definitely going to help in attracting the large customer
base. Since this strategy can attract the large customer base therefore it can
increase the both planned and non planned purchase.

24
2. Shifting to low quality products: - In the retail outlet like Vishal mega
mart you find the low price and low quality products than earlier, and
then what will you do?

DO NOTHING SHIFT TO ANOTHER STORE

PURCHASE LESS IN QUANTITY PURCHASE MORE IN QUANTITY

23% 21%

28%
28%

The above diagram depicts that, if in a retail store the more merchandise
is of low price and the low quality too then how the customer will be
going to react. Out of the given four options the 23% of the total
customers have chosen to purchase more in quantity, which mean they
are the price sensitive customers. 21% of the customers have chosen to do
nothing, it mean they will be purchasing the products as they were
purchasing earlier. And the customers who are quality sensitive they
selected the left two options of purchase less in quantity or shift to
another store. They are at 28% each.

3. Cost cutting in electricity, staff, and etc: - During your last visit to the
retail store like Vishal Mega mart you observe that there were inadequate
facilities like lights, trolleys and etc. Will you prefer to visit the store
again?
YES NO CAN'T SAY

24%
32%

44%

25
 On analyzing the above diagram, it can be easily concluded if the retail
store start cost cutting techniques and if there will not be the adequate
infrastructure for the facilities to the customers, then more of the
customers will not prefer to visit the store again.
As from the data collected shows that if there is not the adequate
infrastructure for the facilities in the store 44% of the respondents have
chosen to not to visit the store again, while 32% have chosen the option
of yes to visit the store again and rest 24% have chosen the option of
can‟t say that whether they will be going to visit the store again.

4. Charges for the free services: - If Vishal mega mart starts applying the
minimal fee or charges on services like bag keeping counter, trolley and
bringing the purchased merchandise from top floor to ground floor, then
will you prefer to go in it?

ALWAYS NEVER SOMETIMES

22%

44%

34%

The above pie chart show the response of the respondent from the various
group of the customers in terms of visiting the retail store again, if the
retail store start charging some minimal amount of fee on the services that
were earlier free. In relation to this question, 44% of the respondents have
chosen the option of visiting the store sometimes later in future. It means
these respondents are neither the price sensitive customer nor the loyal
customers of that store. They himself are not sure that whether they will
be going to visit the store again and again. 34% of the respondents have
chosen the option of never visiting the store, if minimal charges were
applied. It means they are the price sensitive customers and the rest 22%
of the customers says that they will always be visiting the store again in
the future. It means they are the loyal customers of that store.

26
5. Reduced electronic advertisement: -On your visit to Vishal mega mart
if you observe that, there is a reduction of electronic advertisement
(LCD‟s) inside the store, then will you like to go in it?

YES NO CAN'T SAY

37%
43%

20%

The above pie chart is based on strategy adopted by the various retail
stores, to minimize the impact of the recession by reducing the electronic
advertisement inside the store. In relation to the response received from
the respondents of the various group of the customers, the above pie chart
says that if there is a reduction in the inside electronic advertisement
inside the store then around, 43% of the respondents will be visiting the
store again in the future. It means they are not concerned with the luxury
of the store. 37% of the respondents have chosen the option of can‟t say.
It mean they himself are not sure, whether they will be visiting the store
again in the future and the rest 20% of the respondents have chosen the
option of not visiting the store again in the future. It means they are the
group of customers who are very much concerned about the luxury and
the status of the store in which they are visiting.

6. Maintaining low inventory: -If you visit to cotton country, and observe
that sometimes there is the shortage of the merchandise of your choice.
Will you prefer to visit the store again?
The above pie chart shows the impact of the strategy of maintaining the
low level of inventory to reduce the cost of holding the inventory and to
minimize the impact of recession on
t

27
 ALWAYS SOMETIMES NEVER

25%
33%

42%

he retail store. Now in response to this strategy adopted by the retail store
around 42% of the respondents have chosen the option of visiting the
store sometimes in the future as they have faced the shortage of their
merchandise in the store and they himself are not sure that whether they
will be visiting the store again in the future or not. Around 33% of the
respondents have chosen the option always visiting the store again and
again. It means they are the loyal customers of the store and they have the
emotional attachment developed with that store. The rest 25% of the
respondents have chosen the option of not visiting the store again and
again in the future. It means that they are the kind of the customers who
stick to their brand and merchandise and not to the store.

7. Adoption of grid layout: -While shopping in the Vishal mega mart if

you observe the display of more merchandize in form of columns and
rows and less space for moving around the merchandize, then in future
would you like to go in it?

YES NO CAN'T SAY

30% 32%

38%

28
 Now the above pie chart shows the impact of adopting grid layout
strategy in the store to display the maximum merchandise of the store at a
time and also to maintain the low level of inventory in order to minimize
the cost of holding the inventory. This strategy has also been adopted in
order to minimize the adverse impact of the recession on the retail stores.
In response to data collected to this strategy around 38% of the
respondents have chosen the option of not visiting the store again in the
future due to adoption of grid layout strategy inside the store that will
cause inconvenience to the customers in finding their choice of
merchandise. They are the kind of quality and luxury customers. 32% of
the respondents have chosen the option of visiting the store again and
again in the future. For these customers luxury does not matters the most
or everything. And the rest 30% of respondent are himself not sure about
to visit the store again and again in the future and that is why they have
chosen the option of cannot say regarding the future visit to the store.

8. Adoption of EDLP strategy with offers on festive seasons: -In Vishal

mega mart if you observe generally the price of merchandize little bit
lowers than outside without any discount and coupons. Then will you
prefer to go in it again?

ALWAYS SOMETIMES NEVER

18%

49%

33%

The above pie chart show the impact of the adoption of EDLP strategy
during the festive season in the store to increase the sale and at the same
time to minimize the adverse impact of recession on the retail store.
EDLP stands for Every Day Low Pricing. This is the pricing strategy in
which the store generally maintains the low price than its competitors.

29
 This strategy is adopted in order to attract the more customers who are
price sensitive and increase the sale of the store.
In response to this question, around 49% of the respondents data collected
said that they will prefer to visit the store if they will find the low prices
merchandize inside the store than the outside, it means that they are the
purely price sensitive customers. On an average 33% of the respondents
have chosen the option of visiting the store sometimes in the future. They
himself are not sure about the going to the store in the future and they are
not the price sensitive customers but yet they consider the price to be an
important factor for the purchase of the merchandise. And the rest 18% of
the respondents have chosen the option of never visiting the store again in
the future. They are the kind of the customers who generally prefer the
quality as an important factor to take decision for the purchase.

9. Recruitment of part time workers: -On your visit to Vishal mega mart
if you observe that the staff members there are not adequately trained and
skilled. Will you prefer to go in it?

ALWAYS SOMETIMES NEVER

31%
36%

33%

This is also one of the most common strategies adopted by the retail
stores in order to minimize the impact of recession on the store as well as
at the same time minimize the cost of operation of the store. In this
strategy the retail stores use to employ the student as their front staff on
part time shift basis. This help in reducing the cost of handling the
permanent front office staff. In response to this strategy based question
around 36% of the customers have chosen the option of always visiting

30
 the store in spite of the fact of part time employees. Whereas 33% of the
total respondents have chosen the option of visiting the store sometimes
again in the future. And the rest 31% of the total respondents have chosen
the option of never visiting the store again in the future.

10. Promotions through coupons: - If Vishal mega mart starts using the
coupons, offers and discounts on its merchandize. Then would you like to
go in it?

YES NO CAN'T SAY

29%

52%

19%

The above diagram shows the response of the various groups of the
customers regarding the strategy of promotions through coupons adopted
by the retail stores, in order to minimize the impact of recession. Here the
retail stores started giving promotions through coupons on more amount
of purchase by the customers, this will ensure them the discount or rebate
on the next amount of purchase. Although the percentage of redemption
of the coupons is very low but the promotions through coupons in the
retail stores is very high.
In the above diagram around 52% of the respondents have chosen the
option of „yes‟ going in the store more frequently than earlier if the
promotions through coupons is made in the retail store. Then about 29%
of the respondents have chosen the option of can‟t say that whether they
will go in to the retail store in the future or not. And the rest 19% of the
total respondents have chosen the option not going to the retail store
again in the future.

31
11. Development of online shopping and membership plans with extra
charges: - If Vishal mega mart starts its online shopping and membership
with some extra charges. What you will be going to do.

START USING ONLINE SEVICE

CONTINUE TO PURCHASE LIKE EARLIER
SHIFT TO ANOTHER STORE

24% 24%

52%

The above pie chart depicts impact on the retail customer, because of the
implementation of the strategy where the various retail stores start the
development of their own online shopping and the membership plans
with some extra charges. This strategy was been developed and
implemented in order to target the high class customers and also to
increase the sale of the retail store by another means and to minimize the
adverse impact of recession on the store.
The above pie diagram shows the response of the various respondents on
the above strategy. In this about 52% of the total respondents have chosen
the option of continue to purchase like earlier and not to change their
purchasing pattern from the retail store. On the other hand about 24% of
the both the option has chosen for shift to another store and also to start
using the online services.

12. Tie-up with fast food chains: - If you visit to the fast food chain like Mc
Donald‟s and you find Levis in the same mall, then would you like to go
in Levis?

32
 ALWAYS SOMETIMES NEVER

16%

43%

41%

The above pie chart shows the response of the customer of the retail store
who belongs to various segments of the customer in response of the
strategy of tie-up with the fast food chains. For example there was a tie
up between Mc Donald‟s and the Wal-Mart‟s retail store.
According to the data collected from the questionnaire about 43% of the
respondents have chosen the option of that they will always prefer to visit
the retail store having the tie up with the fast food chains. Also around
41% of the respondent has supported the option that they will sometime
prefer to visit the retail store who will be having the tie up with the and
fast food chain. And in the end the rest 16% of the total respondents have
supported the option of never visiting the option of never visiting the
store again in the future.

33
 Inferences drawn on analysis
In this part the inferences are drawn based on the information available of the
customer survey. This part includes the impact of the various strategies adopted
by the retail store on the retail customers. The various strategies are developed
and implemented in order to minimize the adverse impact of recession on the
retail industries. The survey includes the view of the customers based on the
questionnaire upon the various strategies developed and adopted by the retail
industries for the purpose of minimizing the adverse impact of the recession on
the retail industry.

1. Now the first strategy developed and implemented by the retail stores was
“allowing the big brands to open their exclusive outlet inside the store”.
This was done in order to attract the brand loyal customers inside the
store and then try to increase the sale from them. In response to this
strategy around 56% of the customers have preferred to go more
frequently in the retail store if they will find the branded outlet inside the
store. So this strategy has the positive impact to attract more customers
than earlier. But one thing should be kept in the mind while allowing the
big brand outlet inside the store that they may not adversely affect the
sale of the own retail store.

2. The second strategy was about to provide the low priced and low quality
products to the customers so the amount of sale can be increased by the
low priced merchandize inside the store. This strategy was developed and
implements in order to target the price sensitive customers who prefer to
buy the low price commodities and do not think about the quality of the
commodity. In response to the question related to this strategy 28%
respondents have chosen to start purchasing less in quantity as they are
quality sensitive customers and again 28% of the respondents have
chosen the option of shifting to the another retail store. Both the answers
of the customers show that this strategy will lead to losing the old
customers which will become a huge loss for the customers. As attracting
the new customers is costlier than to retaining the old customers.

3. The third strategy developed and implemented by the retail store was to
reduce the cost of operation of the retail store by the various means of
cost cutting inside the store. The motive behind this strategy was to
minimize the cost of operation of the store. In response to this strategy
44% of the customers have chosen the option of not visiting the store
again if the adequate facilities are removed from the store in order to
minimize the cost of operation of the store. As a result of this strategy the

34
 retail store will lose the faith of its customers which will adversely affect
the store himself.

4. The next strategy was to start applying the minimal charges for the
service that were provided to the customer on the free basis earlier. In
response to the question based on this strategy of the questionnaire 44%
of the customers have chosen to visit the store sometime in the future,
while on the other hand 34% of the customer have chosen the option of
visiting the store in the pattern like as they were visiting the store earlier
and the extra charges will not be going to change their way of visiting.
And rest says they will not go again in the store. So this strategy leads to
provide some more money and also losing some customer. As result we
can say that losing a customer is not good strategy

5. Further retail stores have minimized their means of electronic

advertisement to minimize the cost of operation. Now in response the
question based upon this strategy the maximum customer have said that
this will not going to change their purchasing and visiting pattern to the
store. So the store will not going to lose its customer, therefore we can
say the it is one of the good strategy developed and implemented by the
retail store in order to minimize the adverse impact of the recession on
them.

6. Now the next strategy developed and implemented by the stores was to
minimize the holding cost of inventory, by maintaining the low level of
inventory. Here sometimes customer may not find their choice of
merchandize inside the store. In response to this question maximum
customers have chosen the option of minimizing their visits to the store
and one fourth of the customer have chosen the option of never visiting to
the store. This will lead to reduce in sale of the retail store and the
customer of the store. So all in all it is not a good strategy developed and
implemented by the retail stores in order to minimize the adverse impact
of the recession on them

7. The next inference is based upon the strategy of adopting the grid layout
inside the store. This involves the presenting the merchandize inside the
store in form of row and columns to have the maximum use of the
available space of the store. In response to the question based upon this
strategy maximum customers have chosen the option of not visiting to the
store again in the future as this layout feels to be boring to the customer.
So we can say that it is not good strategy to adopt as it will lead to
minimize the own customers of the stores

35
8. Next strategy adopted by the retail stores in order to minimize the adverse
impact of the retail store is to have to everyday low pricing for the
merchandize. This is a pricing strategy adopted in order to attract to
attract the price sensitive customer in order to maximize the sale of the
store. In response to this strategy adopted by the store about 49% of the
respondents have chosen to visit the store more frequently than earlier so
that they can purchase the bulk commodities and have the economies of
large scale. By analyzing the response of the customers we can say that it
is one of the better strategies by losing the least possible customer and
have the attraction of the highest possible customers to the store.

9. The next strategy was to employ the part time front staff on shift basis
this generally contains of the students who want to have the pocket
money. By this strategy the retail store were able to reduce the salary of
the fixed front staff employees and reduced their overall cost of operation
of the store. Now in response to this strategy the about 36% of the
respondents have chosen the option of not visiting the store again which
is quite a good percentage of the total number of respondents and
maximum too. So all in all we can say that the losing more of the
customers for the sake of minimizing the cost of operation is not the good
strategy as the business will always come from the customers. So we can
easily say that it is not one of the better strategies to adopt in order to
minimize the adverse impact of recession on the store.

10. The next strategy was to provide the customer various types of gifts and
coupon on the bulk purchase. This was developed and implemented in
order to attract new customers and to promote the bulk purchase from
them. In response to the question base upon this strategy 52% of the total
respondents have chosen the option of always visiting to the store in order
to get the benefits of the discounts and coupons. And the least percentage
about 19% of the total customers has chosen the option of not visiting the
store again. So here we can say that the maximum customers are in the
favor of this strategy that is why this is also one of the good strategies to
adopt and to minimize the adverse impact of the recession.

11. The next change adopted by the retail stores in order to minimize the
adverse impact of the recession is that they have developed the online
purchasing system for its customers. In response to this strategy
maximum customer will not be going to change their purchasing pattern
as a result of this strategy and about one fourth of the customer of the
survey have chosen the option of using the new online services of the
store and 24% of the customers have chosen to not to use it. So after
analyzing the result we can say that it is not one of the good strategies to

36
 adopt as if it is not able to attract more customer instead it is making a
cause for reducing the available customer base.

12. The last strategy which has been founded out in the project in order to
minimize the adverse impact of the recession on the retail store is to have
the tie up with the fast food chain. Here the motive was to attract the large
customer base that come in the fast food chain and sell the products to
them. In response to this strategy about 43% of the customers have
chosen the option of visiting the store if they will find the tie up and
about 41% said they will visit sometime and rest said they will not. So
here maximum people are agreed to visit the store, therefore it is one of
the best strategy which involves the least loss of the customers and more
attraction of the customers.

37
 Recommendations from inferences
1. Allowing the big brands to open their outlet in the retail store. It has
its own positive and negative impacts

Positive impact Negative impact

Able to attract more traffic
of imperial class.
Less area management
Less expenses in
advertisement.
Able to work with less
staff.
Getting the good revenue
from the lease.
Less area to display the
merchandise.
Decline in the customers as
everyone is going in the
branded leased portions.
Downfall in the image of the
outlet.

a. Develop a proper combination of collaboration with big brand, so it

may not harm the image of the retail store, which has been developed
in the minds of the customers.
b. Maintain the adequate customer contact so they may not shift totally
to outlets big brand.
c. An optimum level of spaces must be given to the brand so the outlet
has the enough space to display of merchandise.

2. In the second strategy: Shifting to low quality products. Its positive

and negative impacts are

Positive impact Negative impact

Able to attract price Adversely affected the brand
sensitive customers. image of big brands.
The electronic goods Losing its high profile
especially Chinese products customers.
were more attractive. Development of unorganized
Less investment in market nearby the residential
purchase of goods. areas.
Increase in frequency of
sales of products mainly of
low cost products.
a. Find out the customer preference whether it is low quality, low price
or good quality and good price

38
 b. The store must have to keep adequate control on quality of the
merchandize.
c. Must try to retain old customers.

3. Cost cutting in electricity, staff, and etc.

Positive impact Negative impact

Decline in cost of Decline in traffic flow in the
operation. retail store.

a. Must emphasis upon retaining the customers instead of saving the

cost.

4. Charges for the free services.

Positive impact Negative impact

Increase in revenue to a Decline in the traffic flow in
little extent. the retail store.
a. Must emphasis upon retaining the customers instead of levying the
new service charges on the customers.
b. Try to attempt to provide the better services to the customers than the
competitors.

5. Maintaining low inventory.

Positive impact Negative impact

Reduction in the cost of Sometime problem of shortage
maintaining inventory. of good during the unexpected
demand.
a. Adopt JIT system to ensure quick reinforcement of merchandise.
b. Display huge variety of merchandize.
c. Develop good dealers and relation from the companies, so they can
deliver the goods as early as possible when required.

6. Adoption of grid layout.

Positive impact Negative impact

Reduction in cost of Problem of moving in the store
holding inventory. to the customers.
Display of maximum
merchandise. Becomes less attractive or
Increase in revenue. boring to customers.

39
 a. Must ensure an adequate space for moving.
b. Keep on changing the grid to avoid monotonous feeling to customers.

7. Adoption of edlp strategy with offers on festive seasons.

Positive impact Negative impact

Increase in traffic flow of Customer think that the
customers. particular store is not having
Increase in sales. the quality stuffs and that is
why it is using the low prices
to attract the customers
a. Compare the competitors and keep the prices just below them to
attract the price sensitive customers.
b. Also try to not lose the old customers.

8. Promotions through coupons, membership cards.

Positive impact Negative impact

Increase in traffic flow of Customers think that the store
customers in the store. is not much popular, that‟s
Increase in sales of the why it is using the coupons
store. and membership to attract
customers.
a. Promote as much as possible.
b. Ensure the redemption of the coupons.
c. Maintain the different identity of the coupon, so it cannot be copied
and misuse cannot be done.

9. Development of online shopping with extra charges

Positive impact Negative impact
Able to attract more Cost of maintenance of online
customers with high quality system
service.
Increase in revenue.
a. Ensure the least possible cost incurred in the new system.
b. Try to attract more customers on the new system, by offering some
extra value.

40
 Attachments
Questionnaire: -
Questionnaire on the Impact of Various Retail Strategies on the Customer
(Use (copy and paste it in cell) where necessary)

Name of the customer:

1. On going to Vishal mega mart if you find the outlet of SAMSUNG inside
the store, Will you prefer to visit in the outlet of SAMSUNG?
Yes No Can‟t Say
2. In the retail outlet like Vishal mega mart you find the low price and low
quality products than earlier, and then what will you do?
Purchase more in quantity
Purchase less in quantity
Shift to another retail store
Do nothing
3. During your last visit to the retail store like Vishal Mega mart you
observe that there were inadequate facilities like lights, trolleys and etc.
Will you prefer to visit the store again?
Yes No Can‟t Say
4. If Vishal mega mart starts applying the minimal fee or charges on
services like bag keeping counter, trolley and bringing the purchased
merchandise from top floor to ground floor, then will you prefer to go in
it?
Always Sometimes Never
5. On your visit to Vishal mega mart if you observe that, there is a reduction
of electronic advertisement (LCD‟s) inside the store, then will you like to
go in it?
Yes No Can‟t Say
6. If you visit to Cotton County, and observe that sometimes there is the
shortage of the merchandise of your choice. Will you prefer to visit the
store again?
Always Sometimes Never
7. While shopping in the Vishal mega mart if you observe the display of
more merchandize in form of columns and rows and less space for
moving around the merchandize, then in future would you like to go in it?
Yes No Can‟t Say

41
 8. In Vishal mega mart if you observe generally the price of merchandize
little bit lowers than outside without any discount and coupons. Then will
you prefer to go in it again?
Always Sometimes Never
9. On your visit to Vishal mega mart if you observe that the staff members
there are not adequately trained and skilled. Will you prefer to go in it?
Always Sometimes Never
10. If Vishal mega mart starts using the coupons, offers and discounts on its
merchandize. Then would you like to go in it?
Yes No Can‟t Say
11. If Vishal mega mart starts its online shopping and membership with some
extra charges. What you will be going to do.
Start using its online service
Shift to the another retail store
Continue to purchase like earlier
12. If you visit to the fast food chain like Mc Donald‟s and you find Levis in
the same mall, then would you like to go in Levis?
Always Sometimes Never

Any suggestions other than this which you think that can help the retail stores to
overcome from the affect of the recession:-

THANKYOU.

42
 References

1. Retail Industry Overview, Facts, Research, Statistics, Information, Data,

Figures & Trivia from the website: www.wikipedia.com,
2. Various reference materials from website: www.google.com,
www.rediffmail.com , www.yahoo.com, www.msn.com.
3. The reports of various retail institutions from website: www.apeda.com.
4. The research reports earlier done in this field from website:
www.scribd.com.
5. All the power point presentations in relation the retail industry from
website: www.slideshare.com.
6. Views of various business gurus and tycoons in the retail industry
through the globe collected from the websites: www.tcyonline.com,
www.pagalguy.com, www.mbatutes.com.
7. Data, information, news, articles and updates of the retail industry
collected from the website: www.ibsindia.org,
www.retailindustry.about.com, www.businessnews.com,
www.businessworld.com, Business today & Business world, Economic
Times.
8. Various concepts and theories collected from the books: Philip kotler 12E
and Kotler & Keller.
9. http://findarticles.com/p/articles/mi_m3190/is_7_33/ai_53905047/pg_1
10. http://www.shop.potatopro.com/product_info.php
11. http://www.potatopro.com/Lists/News/DispForm.aspx?ID=2311
12. http://www.potatopro.com/Lists/Companies/DispForm.aspx?ID=14
13. http://www.potatopro.com/Lists/News/DispForm.aspx?ID=2216
14. http://www.potatopro.com/Newsletters/20080123.htm
15. http://www.potatopro.com/Newsletters/20090223.htm
16. http://www.potatopro.com/newsletters/20080123.htm
17. http://www.potatopro.com/Lists/News/DispForm.aspx?ID=2224
18. http://www.potatopro.com/Lists/News/DispForm.aspx?ID=2282
19. http://www.bharatbook.com/Market-Research/Retail.html
20. http://www.martjack.com/
21. http://www.siliconindia.com/profiles/Om8Y1yh9/Bindu__Rathore_Produ
ct_Manager.html
22. http://www.deloitte.com/portal/site/Dcom-
Global/menuitem.07fcf91f50c0ed4c582e31101c240fa0/null

43
 23. http://www.martjack.com/retailchain.html
24. http://www.martjack.com/retailchain_increasefootfalltodealerstores.html
25. http://www.martjack.com/retailchain_corporateb2csales.html
26. http://www.martjack.com/retailchain_onlinesales.html
27. http://www.martjack.com/retailchain_mobileplatform.html
28. http://www.bharatbook.com/Market-Research/Demand-Forecast.html
29. http://www.bharatbook.com/category.asp?catid=55&ct=Retail.html&top
=30
30. http://www.bharatbook.com/Market-Research/Market-Report.html
31. http://www.oppapers.com/subjects/impact-of-recession-on-retail-
industry-in-india-page1.html
32. http://www.students.ibsindia.org/student_zone/download/ndig/august04/
Retail-Aug%202004.pdf
33. http://www.students.ibsindia.org/download/ndig/sept04/Retail-Sept04.pdf
34. http://www.students.ibsindia.org/student_zone/download/ndig/oct04/Reta
il-Oct 04.pdf
35. http://www.students.ibsindia.org/download/ndig/nov04/Industry%20Mon
itor-Retail-November%202004.pdf
36. http://www.students.ibsindia.org/download/ndig/dec04/Industry%20Moni
tor-Retail-December%202004.pdf
37. http://www.students.ibsindia.org/download/ndig/jan05/Industry%20Moni
tor-Retail-January%202005.pdf
38. http://www.students.ibsindia.org/download/ndig/feb04/RetailingNLNews
DigestFebruary2004.pdf
39. www.etretailbiz.com
40. www.mothersprideonline.com
41. www.futuregroup.com
42. www.rbk.com
43. www.retailindustry.about.com
44. www.pantaloon.com

Faculty Guide Name: PROF. VINAY PRATAP.

Date:
Signature of the Student

44