DECLARATION

I am THATIKONDA SHRAVAN bearing H.T.No. 1409-09-672-009 declares that this project titled CONSUMER PREFERENCE TOWARDS ORGANIZED RETAIL STORES in Hyderabad is submitted to OSMANIA UNIVERSITY for the partial fulfillment for the award of MASTER OF BUSINESS ADMINISTRATION during 2009-2011. I also declare that the project is not copied and is not submitted by any other person before.

Place: Date: (THATIKONDA SHRAVAN)

ABSTRACT
This study CONSUMER PREFERENCE TOWARDS ORGANIZED RETAIL STORES, will contributes to the understanding that consumers and retailers in most cases have different perceptions in relation to store image and shopping habits, justifying the need for consumer marketing research, which is important in helping retailers, implement in a real marketing orientation. The study will examines the choice of format the consumer has when he or she decides to buy a particular product and also describes the development of organized retail in the future, focusing on aspects with potential effect on purchasing behavior among the consumers. The focus is on consumer expectations. There are various issues that need to be addressed, like what would be future patterns of consumption, which formats of retail would be preferred by consumers and will the organized retails meet consumer needs more effectively. To understand the impact and choice of retail format by the consumers a questionnaire will be used. The questions were formulated to capture the overall behavior of the consumers and with the help of the survey questionnaire the analysis was done. Based on the data analysis and interpretation, findings, suggestions and conclusions are drawn which help the store management to serve the customers in a more prcised way in the future day
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ACKNOWLEDGEMENT

 I take this great opportunity to express my sincere thanks to Mr. K.Tanveer, Store Manager of ODYSSEY INDIA Ltd, jubilee hills Hyderabad for giving me an opportunity to do this Project.  I thank Mr. Paul & Mr. Manoj Kumar Sharma, Asst.Manager for giving valuable guidance within the organization.

 I am grate full to the principal of our college Dr.N.Sreenivasulu for permitting me to do this project.

 I thank Mr. Sathish faculty of our college, for his valuable guidance for accomplishment of this project.  I also to extend my thanks to all people who helped me directly or indirectly for carrying out my project.

(THATIKONDA SHRAVAN)

TABLE OF CONTENT

SERIAL NO.

TITLE
INTRODUCTION

PAGE NO.

I. CHAPTER -1

7 -14

II. CHAPTER -2

LITERATURE REVIEW

16 -31

III. CHAPTER -3

COMPANY PROFILE

33 - 45

DATA ANALYSIS AND IV. CHAPTER -4 INTERPRETAION

47 -70

V. CHAPTER -5

FINDINDS OF THE STUDY

72

CONCLUSION AND VI. CHAPTER -6 LIMITATIONS

74 -75

VII. CHAPTER -7

SUGGESTIONS APPENDICES AND

77

VIII. CHAPTER -8

BIBLIOGRAPHY

79 -85

CHAPTER-1

INTRODUCTION

Retailing, one of the largest sectors in the world economy, is going through a transition phase, not only in India but the world over. For the long time, the corner general store was the only choice available to the customer, especially in the urban areas. This is slowly giving way to global format of retailing.

Organized retail has started to spread its roots in the Indian market since past one decade and is gradually making mark among all sections of the society. The Indian market has seen vast changes in political, economical and social environment, which has a great impact on consumer preferences, behavior & consumption patterns.

The first decade of modern retail in India has been characterized by a shift from traditional channels to new organized retail formats Thus, exposing the residents of these cities to shopping options, they have never experienced before.

The study consumer preference towards organized retail stores, tries to explore the way how and why the consumer preferences and buying behavior changing towards organized retail sector from the traditional or conventional stores. So the main aim of this project is focus and analyzes the latest trends in retail sector and also its impact on the consumer prospect and changing life style.

A sample of 100 respondents was administered through mainly questionnaire and personal interview of the customers who visit Odyssey retail store.

This study will examine to find and explore the recent trends and marketing strategies in retail marketing. The choice of format the consumer has when he or she decides to buy a particular product and also describes the development of organized retail in the
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future, focusing on aspects with potential effect on purchasing behavior among the consumers.

To understand the impact and choice of retail format by the consumers a questionnaire will be used. Three questions were formulated in order to capture the overall purpose or objective of this project. With the help of survey questionnaire analysis was done. Based on the analysis findings , conclusion, and suggestions were drawn.

The outcome of the project will have a bi-fold beneficial effect for me and the organization too. This project enables me to study the consumer preferences towards organized retail formats, knowing the current live market scenario, impact of organized retails upon unorganized and the emerging trends in retail marketing. This study also enables me to study the different customer profiles opting for organized retails apart from unorganized. So I can improve my skills, abilities and knowledge in modern retail sector which I interested in.

The findings and suggestions in the project helps the organization to understand the changing consumer preference towards organized stores, their overall shopping experience in their store which help them to serve the customers much better in future days.

NEED FOR THE STUDY:

This research project Study on consumer preference towards organized retail stores is an attempt to find out the change in consumers purchasing behavior, which is shifting towards organized retailing like malls, shopping complexes etc from traditional kirana stores. Retailing in India has remained in the unorganized sector and largely untouched by corporate. The first decade of modern retail in India has been characterized by a shift from traditional channels to new formats including department stores, hypermarkets, supermarkets and specialty stores across a range of categories. Modern retail formats have mushroomed in metros and minimetros, in the last few years modern retail has also established its presence in the second rung cities. Thus, exposing the residents of these cities to shopping options, they have never experienced before. It has been forecasted that the share of modern retail will increase from 2 per cent currently, to about 15-20 per cent over the next decade.. The challenge for leading retailers shall therefore shift from diverting demand to creating demand.

Hence there is a great need to study and understand the consumer preferences, behavior, attitudes, perception of customers towards organized retails stores in present market scenario.

PURPOSE AND SIGNIFICANCE OF THE PROJECT:

Organized retail has started to spread its roots in the Indian market since past one decade and is gradually making mark among all sections of the society. This project report tries to explore the way organized retail has dramatically changed not only the Indian traditional retailing structure by also the consumption behavior. The consumption behavior was examined with the help of a structured questionnaire. The results show that, for consumers, the shopping mall or variant of organized retail format is the preferred type of retail store, due to convenience and variety.

The Indian market has seen vast changes in political, economical and social environment, which has a great impact on consumption. With the Indian as well as international corporate entering into the Indian retail scenario the Market has been divided between the traditional and the organized sector. The Indian retail scenario is presently facing the similar situations as the mom and pop stores in the developing nations faced at the emergence big box retailers. There are various issues that need to be addressed, like what would be future patterns of consumption, which formats of retail would be preferred by consumers and will the rise of organized retail affect the traditional retailers.

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:
The primary objective of the study is consumer preference towards organized retail stores

SECONDARY OBJECTIVE:
1) To study the consumer perception towards emerging trends in retail marketing. 2) To know how effectively the retail markets satisfying the desires of the customers. 3) To study the opportunities in retail marketing. 4) What external forces influence the choice of customers towards the trends in retail marketing. 5) To know the consumers overall shopping experience with Odyssey India Ltd. 6) To suggest the effective improvements needed for Odyssey to serve their customers more effectively.

HYPOTHESIS OF THE STUDY:

It is assumed that all the information given by the respondents are correct and henceforth with that information analysis was done and results are interpreted

RESEARCH METHODOLOGY
Methodology is a branch of logic concerned with the application of the principal of reasoning to scientific and philosophical inquires. The method that is to be followed to proceed with research is called research methodology and the method adopted depends upon the type and the nature of the study.

TYPE OF DATA
Data type collected for analysis is PRIMARY i.e. data has been observed and recorded by the researchers for the first time to their knowledge. Data collected through journals, newspapers, websites, books & internet is SECONDARY type.

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METHODS OF DATA COLLECTION:

Collection of primary data:

The primary data are those, which are collected afresh and for the first time, and thus happen to be original in character. There are several methods useful in collecting primary data. Important ones are  Observation method  Interviewing method  Through questionnaire Method employed to collect data is Questionnaire. This is a simple survey conducted by filling in questionnaire from the people who visit the store.

Collection of secondary data:

The secondary data, on the other hand, are those which have already been collected by someone else and which have already been passed through the statistical process. Secondary data was obtained from intensive analysis & observation. The sources of secondary data can be given as under.  Technical trade journals  Books, magazines and news papers  Internet and past records of the organization.  Organisation website www.odyssey.in

Sampling design:

A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selected items for sample. Sample design may be well lay down the no. of items to be included in the

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sample i.e., the size of the sample. Sample design is determined before the data is collected. The sample selected for the study is inclusive of 100 respondents; every walk-of life has been included in the study like employees, students, businessmen and others. The study included various age group people from 18 - 50 above, various income levels. Thus a sample leads truly 1 representative of the population

Tools and techniques of analysis:

Percentage Method:
Percentage method is used in making comparison between two or more series data. This method is used to describe the relationship. % of respondents = No of respondents X 100 Total respondents

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Scope of the study:

1) This project work enable us to study the consumer preferences towards organized retail outlets 2) The scope is limited to only odyssey India limited. 3) The main focus is on odyssey retail outlet where different profiled customers will shop. 4) The scope is restricted to consumer preference, behaviour and satisfaction towards various range of products in store like books, stationery, music, multimedia, gifts and home dcor.

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CHAPTER 2

LITERATURE REVIEW

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Consumer:
A consumer is an individual who purchase or has the capacity to purchase goods and services offered for sale by marketing institutions in order to satisfy personal or household needs. According to statement made by Mahatma Gandhi, A consumer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an outsider to our business. He is a part of it. We are not doing a favour by serving him. He is doing us a favour by giving us an opportunity to do so. So consumer is like the blood of our business and also a satisfied customer is a word of mouth advertisement of a product / services.

Consumer Preferences:
This is used primarily to mean an option that has the greatest anticipated value among a number of options. This is an economic definition and does not tap into wishes or dreams (for e.g. that safe drinking water was free, that there should be world peace) but for all practical purposes is an appropriate definition. Preference and acceptance can in certain circumstances mean the same thing but it is useful to keep the distinction in mind with preference tending to indicate choices among neutral or more valued options with acceptance indicating a willingness to tolerate the status quo or some less desirable option.

Consumer satisfaction:
Every human being is a consumer of different products. If there is no consumer, there is no business. Therefore, consumer satisfaction is very important to every business person.

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According to Philip Kotler, consumer satisfaction is defined as personal feeling of pleasure resulting from comparing a products pursued performance in relation to his/her expectations. Consumer attitude measurements are taken on either potential buries or existing clients buries in order to identify their characteristics. Why should the competent market engineer conduct consumer research?. Consumers surveys can provide the researcher with a wealth of information, valuable of the marketing function.

Consumer behavior:
The term consumer behavior may be defined as the behavior that consumer displays in searching for purchasing, using, evaluating, producing, services and ideas which they expect will satisfy their needs. In other words, It is a study of psychological, social, physical, behaviors of all potential customers as they become aware of evaluation, purchase and consumption and tell other about products and services. The study of consumer behavior is the study of how individuals make divisions to spend their resources like money, energy, time, etc., on consumption of products.

Market:
The term market is derived from Latin word Mercatus, which means to trade that is purchasing and selling of goods. It also means merchandise truthic place of business. According to Pyle, Market includes both place and region in which buyers and sellers or in free competition with one another.

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Marketing:
Marketing includes all the impacts involved in the exchange process of transferring the possession and ownership of goods or services from the producer to the ultimate consumers.

Marketing Formula:
a) The foremost step is business aims at profit. b) For profit making he can sell the products. c) For selling the products he should create customers. d) For creating the customers, customers needs of preferences to be identified and satisfied. e) To satisfy the customers new product to be produced.

Marketing is trying to learn,

 Who buy the products or services?  How do they buy ?  When do they buy ?  Where do they buy ?  Why do they buy ?  How often they buy ? It is otherwise called understand and predict human actions in their buying role. A marketer is act as consumers while them purchasing any goods/services and try to market that product to an ultimate consumer. So, marketing starts with consumer and ends with consumer. So, todays market is called on consumer market. It can be defined on, All the individuals and households who buy goods and services for personal consumption

RETAIL DEFINITION
The word retail is derived from the French word retailer, meaning to cut a piece off or to break bulk. It includes all the activities directly related to the sale of goods
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and services to the ultimate consumer for personal or non-business use. In simple terms, it implies a first-hand transaction with the customer

MEANING OF RETAIL
A retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the enduser. Retailing involves a direct interface with the customer & the coordination of business activities from end to end- right from the concept or design stage of a product or offerings, to its delivery & post-delivery service to the customer. The world over the retail sector has grown rapidly with increasing sophistication and modernization of the life-style of households and individuals and with increasing globalisation of trade; India has begun to cater up rather astonishingly rapidly. The industry has contributed to the economic growth of many countries & is undoubtedly one of the fastest changing & dynamic industries in the India and world today.

Five pillars of Retailing:

Heoxard Berry describes five important actions for Retailers. These actions, demand pillars, sound simple but are often difficult to implement. 1. Solve customers problems. 2. Treat customers with respect. 3. Connect with customer emotions. 4. Set the fairest (not the lowest) price. 5. Save customers time. Retailers should always keep these pillars in mind when conducting business.

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Introduction to Indian retail Industry:

The sea of change can pull customers in many directions. It is our responsibility to light the way and take care of them before the competition does. RETAILING Means Re-tailing to the customers so that they comeback. Retailing consists of all activities involved in selling goods and services to consumers for their personal, family, or household use. It covers sales of goods ranging from automobiles to apparel and food products, and services\ ranging from hair cutting to air travel and computer education. Sales of goods to intermediaries who resell to retailers or sales to manufacturers are not considered a retail activity. The Indian retail story couldn't have been more different. India has approx 12 million retail stores, more than rest of the world put together. But the per capita square feet area under retail is just 2 sq.ft or 0.2 sq. meters with fragmented kirana stores being the predominant players.

Retailing in India has remained in the unorganized sector and largely untouched by corporate. The first decade of modern retail in India has been characterized by a shift from traditional channels to new formats including department stores, hypermarkets, supermarkets and specialty stores across a range of categories.

Evolution of Indian Retail Industry:

Modern retail formats have mushroomed in metros and mini-metros, in the last few years modern retail has also established its presence in the second rung cities. Thus, exposing the residents of these cities to shopping options, they have never experienced before. It has been forecasted that the share of modern retail will increase from 2 per cent currently, to about 15-20 per cent over the next decade. To begin with, retailers today will have to support the large retail infrastructure in terms of Malls and Superstores that are being created. The challenge for leading retailers shall therefore shift from diverting demand to creating demand.

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With all the modern stores offering convenience in terms of an assortment of products, ambience, service and innovative products, the paradigm shall shift from competing with the kirana stores to an in-house demand creation. Relevant experiences from consumer goods companies, which have successfully crafted an explosion in demand in their sectors, through innovation, consumer driven strategies, will be head runner. Times are changing. With the GDP at an all time high and income levels shooting through the roof, the average Indian consumer has never had it so good. The propensity to consume has reached peaks that had never been scaled before. Credit cards are flashed with disdain and shopping baskets are getting bigger all the time. Here are some factors that indicate the potential of retail in India: y At 271 million, one of the largest consuming base in the world, forming 27% of the total population. y A high spending community below 45 years comprises 81 percent of the population. y y y A young population with 54% population below 25 years Increased literacy from 44% in 1965 to 70% in 2003 Increase in working women from 1.3 million in 1961 to 4.8 million in 1998.

The first decade of modern retail in India has been characterized by a shift from traditional kirana shops to new formats including department stores, hypermarkets, supermarkets and specialty stores across a range of categories. Modern retail formats have mushroomed in metros and mini metros. In the last few years, modern retail has also established its presence in the second rung cities, exposing residents to shopping options like never before. However, even as modern retailers garner share from traditional channels, there is a larger role they would be required to play in boosting consumption levels. Figures suggest that the total turnover of the sector is around Rs 10 lakh crores, of which 4 percent is contributed by the organized sector. The retail sector in India is highly fragmented with organized retail contributing to only 2% of total retail sales. The retail sector in developed countries was also highly fragmented at the beginning of the
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last century but emergence of large chains like Wall Mart, Sears, and McDonalds led to rapid growth of organized retail and growing consolidation of the retail industry in the developed countries.

Organized retail is growing rapidly and we see the emergence of large organized retail chains like Shoppers Stop, Lifestyle, and Westside. We also find retail malls mushrooming all over the country. The opportunities in retail industry in India will increase since Indian retailing is on the threshold of a major change.

India retail industry is the largest industry in India, with an employment of around 8% and contributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25% yearly being driven by strong income growth, changing lifestyles, and favorable demographic patterns. It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion. India retail industry is one of the fastest growing industries

With revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is expected in the industry of retail in India by growth in consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It has further been predicted that the retailing industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5 billion.

Share of Organized Retail in Selected Countries, 2006

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Shopping in India have witnessed a revolution with the change in the consumer buying behavior and the whole format of shopping also altering. Industry of retail in India which have become modern can be seen from the fact that there are multistored malls, huge shopping centers, and sprawling complexes which offer food, shopping, and entertainment all under the same roof. India retail industry is expanding itself most aggressively; as a result a great demand for real estate is being created.

Traditional Convenience Stores:

Traditional convenience stores are too well established in India than to be wiped out and besides there is uniqueness in the traditional items that represent the subcontinent. The retail stores in India are essentially dominated by the unorganized sector or traditional stores. In fact the traditional stores have taken up 98 percent of the Indian retail market. Now stores run by families are primarily food based and the set up is as Kirana or the 'corner grocer' stores. Basically they provide high service with low prices. If the stores are not food based then the type of retail items available are local in nature.

The traditional family run convenience stores can take pride in the fact that the Kirana is the most common outlet forms for the consumers. The tough competition for convenience stores are coming from organized retail stores dealing in food items, like:  Apna Bazaar  Canteen stores  Food World  Subhiksha  Food Bazaar Convenience Stores are open for long hours and is one of the formats of the Indian retail stores that cater to basic needs of the consumer. A good example of such would be Convenio. These stores are found in both residential as well as commercial
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markets. The food products of traditional family run convenience stores are comprised of branded as well as non-branded items. The benefits of family run convenience stores are that they give importance to:  Personal touch  Facilities of credit  Quick home delivery  Non-food based stock comprises of multiple and varieties of local brands. The future of such stores as they face competition from organized sector, would depend on the following particulars:  Place and capacity  Diligent area coverage  Disciplined work schedule  Managing turnover  Revenue from assets  Customer service and satisfaction The traditional family run convenience stores serves the purpose of the housewives who definitely wants to avoid traveling long distances to purchase daily needs. The convenience factor in terms of items, among people in general can be highlighted as below:  Groceries  Fruits  Drug Store  Necessary stationery As such traditional family run convenience stores are here to stay and cannot be oversized by the organized retail sector besides, it represents the variety of India.

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Indian organized retail market:

Indian organized retail market is growing at a fast pace due to the boom in the India retail industry. In 2005, the retail industry in India amounted to Rs 10,000 billion accounting for about 10% to the country's GDP. The organized retail market in India out of this total market accounted for Rs 350 billion which is about 3.5% of the total revenues.

Retail market in the Indian organized sector is expected to cross Rs 1000 billion by 2010. Traditionally the retail industry in India was largely unorganized, comprising of drug stores, medium, and small grocery stores. Most of the organized retailing in India have started recently and is concentrating mainly in metropolitan cities. The growth in the Indian organized retail market is mainly due to the change in the consumers behavior. This change has come in the consumer due to increased income, changing lifestyles, and patterns of demography which are favorable. Now the consumer wants to shop at a place where he can get food, entertainment, and shopping all under one roof. This has given Indian organized retail market a major boost. Retail market in the organized sector in India is growing can be seen from the fact that 1500 supermarkets, 325 departmental stores, and 300 new malls are being built. Many Indian companies are entering the Indian retail market which is giving Indian organized retail market a boost. One such company is the A number of global retail giants such as Wal-Mart, Carrefour, and Metro AG are also planning to set up shop in India. Indian organized retail market will definitely grow as a result of all this investments.

Classifying Indian retail Formats:

(A)Modern Format retailers:
 Supermarkets (Food world)  Hypermarkets (Big Bazaar)  Department Stores (Shoppers Stop)  Specialty Chains (Ikeas)  Company Owned Company Operated (BP)
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(B)Traditional Format Retailers:

 Kiranas: Traditional Mom and Pop Stores  Kiosks  Street Markets  Exclusive /Multiple Brand Outlets

(C)Large Indian retailers:

I. Hypermarket: 1) Big Bazaar

2) Giants 3) Star

II. Leisure and personal goods store:

1) Odyssey 2) Land mark 3) Walden

III. Department store: 1) Lifestyle

2) Pantaloons 3) Piramyd

IV. Entertainment:
1) Fame Ad labs 2) Fun Republic 3) PVR

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Classification of Indian retail sector:

The Indian retail sector has been classified into sectors according to nature and types of products.

A) food retailers:
There are large number and variety of retailers in the food-retailing sector. Traditional types of retailers, who operate small single-outlet businesses mainly using family labour, dominate this sector In comparison, super markets account for a small proportion of food sales in India, However the growth rate of super market sales has being significant in recent years because greater numbers of higher income Indians prefer to shop at super markets due to higher standards of hygiene and attractive ambience.
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B) HEALTH & BEAUTY PRODUCTS:

With growth in income levels, Indians have started spending more on health and beauty products .Here also small, single-outlet retailers dominate the market .However in recent years, a few retail chains specializing in these products have come into the market. Although these retail chains account for only a small share of the total market their business is expected to grow significantly in the future due to the growing quality consciousness of buyers for these products.

C) CLOTHING & FOOTWEAR:

Numerous clothing and footwear shops in shopping centers and markets operate all over India. Traditional outlets stock a limited range of cheap and popular items; in contrast, modern clothing and footwear stores have modern products and attractive displays to lure customers. However, with rapid urbanization, and changing patterns of consumer tastes and preferences, it is unlikely that the traditional outlets will survive the test of time.

D) HOME FURNITURE & HOUSEHOLD GOODS:

Small retailers again dominate this sector. Despite the large size of this market, very few large and modern retailers have established specialized stores for these products. However there is considerable potential for the entry or expansion of specialized retail chains in the country.

E) DURABLE GOODS:
The Indian durable goods sector has seen the entry of a large number of foreign companies during the post liberalization period. A greater variety of consumer electronic items and household appliances became available to the Indian customer.
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Intense competition among companies to sell their brands provided a strong impetus to the growth for retailers doing business in this sector.

F) LEISURE & PERSONAL GOODS:

Increasing household incomes due to better economic opportunities have encouraged consumer expenditure on leisure and personal goods in the country. There are specialized retailers for each category of products (books, music products, etc.) in this sector. Another prominent feature of this sector is popularity of franchising agreements between established manufacturers and retailers. Today trend is the development of integrated retail cum Entertainment centers or shopping malls. An increasing number of retailers are focusing on malls now as opposed to stand-alone developments. While the number of shopping malls has seen a massive surge in the recent past in the metros and their suburbs, the latest trend in this sector is the increasing focus on providing leisure activities such as multiplexes, facilities for kids' entertainment, eateries etc. within the mall premises.

Consumer behavior and retailing decisions

Consumer behavior refers to the mental and emotional process and the observable behavior of consumers during searching, purchasing and post consumption of a product or service. Consumer behavior involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, socio-psychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general. Buyer behavior has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone.

Factors Affecting Consumer Buying Behavior

Consumer buying behavior is influenced by the major three factors: a) Social Factors b) Psychological Factors c) Personal Factors.
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a) Social Factors
Social factors refer to forces that other people exert and which affect consumers purchase behavior. These social factors can include culture and subculture, roles and family, social class and reference groups.

b) Psychological Factors These are internal to an individual and generate forces within that influence her/his purchase behavior. The major forces include motives, perception, learning, attitude and personality.

c) Personal Factors
These include those aspects that are unique to a person and influence purchase behavior. These factors include demographic factors, lifestyle, and situational factors.

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Consumer decision-making process generally involves five stages:

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CHAPTER 3

COMPANY PROFILE

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Historical background of Odyssey:

In the summer of 1995, Odyssey opened its flagship store in the southern suburbs of Chennai in Adyar. The idea was to make people lose themselves doing the good things in life, in a world that would make the experience as rich as their varied interests and forget the time.

Odyssey is a 100% subsidiary of Deccan Chronicle Holdings limited, a part of Deccan chronicle group. They are the publishers of broadsheet dailies, Deccan Chronicle & Financial Chronicle.

Today Odyssey operates through 58 stores [ 50 odyssey stores, 2 Eyewear stores, 5 Editions, 1 Toyopia] in 13 cities with about 2.60 lakhs Sq. ft of retail space under its operations. Recognized predominantly as a book store, odyssey has genres ranging from popular fiction, non-fiction, computing, self-help, health, management, food &drink, travel, art& architecture, childrens books and so on, giving its customers relatively wide range to choose from.

Apart from books, the store has a wide range of music, movies, multimedia, stationary, toys and gifts. Odyssey maintains a good mix of products to suit customers requirements and endeavors to keep abreast with the market dynamics and latest brands. It is then less surprising to note that the chain receives over 4 ins every year. Odyssey forayed into the optical eyewear category with the launch of The Eyewear Store, a hi-fashion destination for international designer sunglasses & prescription frames.

Editions is our latest offering to customers having a flair for premium and luxury writing instruments.

Odyssey's latest venture Toyopia, is an exclusive independent toy store. It is a concept store themed after a sound concept of play. Toyopia will be a destination for children to get their most loved toy and some exclusive ones that may not be available elsewhere in India.
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. Vision
The company's vision is to create a world-class multinational retail chain which is global in thought and local in action. To achieve this goal, the chain is rapidly expanding its retail operations, and selectively pursues opportunities to leverage the brand's strength through the introduction of new products and new distribution channels. To create a world-class multinational retail chain which is global in thought and local in action

Mission:
will nurture and build strong relationships with our customers, employees and

Odyssey associates

Odyssey will also embrace change, seek and pursue new ideas with the end aim of being the best in the business.

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Brand odyssey:
 women    Positioned as a neighborhood leisure store, Odyssey offers consumers a relaxed and Odyssey aims to fulfill the aspirational needs of consumers young or old, men or

soothing ambience for unhurried shopping The core DNA of the brand is Leisure Offering consumers lifestyle products that include books, music, cards, stationery, gifts,

toys, multimedia etc

Target Audience
Literate living in affluent catchments and possess significant disposable income Have refined tastes & preferences due to their upbringing & continuous exposure through travel & media.

Large Format Stores

1) Large format stores are those set up across major metros & Tier II cities in India with minimum built up area of 6,000 sq.ft 2) Odyssey currently operates 16 stores under this format

Spread across
Tamilnadu Chennai, Coimbatore, Salem & Trichy Andhra Pradesh Hyderabad, Secunderabad & Vizag Karnataka Bangalore Kerala Kozhikode Maharashtra Mumbai & Pune NCR Noida & Ghaziabad Delhi Domestic Airport T1D & Metro Stations Rajasthan- Jaipur -- SIS in WALMART.

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EXPRESS FORMAT STORES:

Express format stores are those set up across major metros & Tier II cities in India with built up area ranging from 100sq.ft. to 6,000sq.ft.  

Odyssey currently operates 34 stores across various sub-formats under this format

These stores are located in high streets, Residential / Commercial catchments including IT Parks, Airports, Railway Stations, Petrol Pumps in Metros and Tier II cities

 

Offering new arrivals, best sellers & memorabilia for immediate needs & demands

Customers can place their requirements at these stores for specific merchandise, which are serviced from the large format stores

TYPE OF EXPRESS FORMAT STORES:

a) Petrol pump HPCL Stores (Tie-up with Hindustan Petroleum Corporation limitedOne of the largest in the segment) b) I T Park Stores c) Hotel Stores d) Railway Station Stores ( Arrangement with Delhi Metro Rail to set up & run 25 stores) e) Airport stores ( located in Banglore International Airport & Rajiv Gandhi International Airports) f) Vending Machines -For select titles in books & music - Located in high traffic areas-Credit card payment

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FOOT PRINT YEAR ON YEAR GROWTH OF ODYSSEY

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CUSTOMER SATISFACTION INITIATIVES:

 Book launches Ruskin Bond, Robin Sharma  Pre-booking offers for Harry Potter series  Celebrity events Kamal Haasan, Usha Uthup, Nandita Das, Nandan Nilekani and many more  Childrens events and activities Festival offerings Quiz events  Meet n Greet Lord Meganand Desai, Gautam Bimani, Chetan Bhagat  Shop n Win Part of the Xmas Xtravaganza; 25 days of shopping bonanza for customers CORPORATE SOCIAL RESPONSIBILITY:

 Odyssey supports and actively participates in various CSR initiatives across India.  Odyssey with Sadya 2010 has raised Rs. 30 lakhs towards projects in Vidya Sagar. One such project was the concept of self learning using data of group dynamics that emerged during the course of participation in various events experimented.  Odyssey won the 1st Runner up Trophy & Most Spirited Team Trophy in Sadya 2010.

37

ODYSSEY - The Most Admired Retailer of the Year 2009

Odyssey has received an award for the most admired retailer of the year 2009 at the India Retail Forum, presented by Mr. Christopher Lankbury, Chapman Taylor.

ODYSSEY is the Sponsor for DECCAN CHARGERS in the IPL2009.

38

NEW TRENDS AT ODYSSEY:

1) EYEWEAR STORE AND EYEWEAR XPRESS:

y Eyewear as a category has been growing exponentially in India for the past few years y Highly unorganized set up with few chains offering all the four under one roof a) Designer Sunglasses b) Prescription Frames c) Contact Lenses d) Eye Testing y Consumers have become fashion conscious and are moving up the value chain, thanks to their exposure through travel and media y Odyssey caters to aspirational needs of the consumers, beyond the basic necessities y y Eyewear as a category has also become highly aspirational It is also an extension of lifestyle segment for Odyssey; hence a perfect business fit.

Target Group
y Targeted at fashion conscious consumer who have exposure to international brands y Inflation shielded consumers who have Extra high disposable income. In the Sec A1, A2, 25+ yrs

Positioning
y Premium store with focus on branded products which are driven by the cultness of the brand and oomph value it carries y High fashion destination for international designer sunglasses, prescription frames y y Located in posh / affluent catchments The offering suits the needs of every conceivable taste and budget
39

2) Editions ( Pens of the World):

Editions is Odyssey latest offering to customers having a flair for premium and luxury writing instruments.

Editions - Mall Stores

Expanding into markets that include Hyderabad, Mumbai, Delhi & Bangalore Inorbit Mall, Hyderabad Palladium Mall, Mumbai Khan Market, Delhi Mantri Mall, Bangalore

40

Some Premium brands of pens at Editions :

41

3) TOYOPIA ( Ready to play )

 TOYOPIA is the latest venture of Odyssey India Limited  Indian Toy Market is set to grow at 20% P.A for next 5 years  Odyssey is set to establish independent toy stores under the brand TOYOPIA. The first store will open in Bangalore the fastest growing city for toys.  TOYOPIA will have exclusive toys that may not be available elsewhere in India like soft toys, play tents, wind up toys, science kits, scale model cars and many more.  The customers are sure to enjoy the shopping experience at TOYOPIA

42

43

KEY MANAGEMENT PERSONNEL OF ODYSSEY:

 Ashwin T.S

---- Managing director

 Ashwin Halwalkar ---- VP Operations  Harsh R. Granddhe ---Business Head (Odyssey 360)  R. Madhusudan Reddy ---- AVP Sourcing  Sunil Inasu, ---AVP, Store planning & Projects  David Daniel Selvraj--- AVP Sourcing  Anand Menon----AVP Sourcing  Vaideshwaram AVP Sourcing  Arun Raj --- AVP sourcing  Vignesh ------ Head IT  Parthasarathy --- Business Head (Eyewear Store)  Surash --- Head Marketing  Trevour Louis --- Head -SCM

44

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

45

Data analysis:
Analysis refers to the computation of certain measures along with searching for patterns of relationships that exist among data groups. Analysis of data in a general way involves a no of closely related operations, the research question.

Interpretation:
Interpretation refers to the task of drawing inferences from the collected facts after analytical or experimental study. In fact a research for broader meaning of research findings. The task of interpretation has two aspects viz.,  The efforts to establish continuity in research through linking the results of a given study with those of another  The establishment of some explanatory concepts. In one sense, Interpretation is concerned with relationship with in collected data, partially overlapping analysis. Interpretation also extends beyond the data of the study to include the results of other research theory and hypothesis. Thus Interpretation is the device through which the factors that seem to explain what has been observed by researcher in the course of study can be better understood and it also provides a theoretical conception, which can serve as a guide for further researchers.

46

1) How do you come to know about this store?

PARTICULARS RESPONDENTS
Friends Colleagues Advertisement Total 58 32 10 100

%
58 32 10 100

Respondents

70 60 50 40 30 20 10 10 0 Friends Colleagues Advertisement 32 58

INTERPRETATION:
The above table shows the sources of awareness about the store. It is observed that most of the respondents i.e.,58% know about the store through their friends while only 10% through the advertisement.

47

2) The type of visit to this store?

PARTICULARS
A Planned one An Unplanned one Total

RESPONDENTS
67 33 100

%
67 33 100

Respondent
80 70 60 50 40 33 30 20 10 0 Planned one Unplanned one 67

INTERPRETATION:
The above table shows the type of visit of customers to the store. It is observed that most of the respondents i.e., 67% visit is a planned one while only 33% is an unplanned one.

48

3) Which type of place do you frequently visit for your shopping?

PARTICULARS
Single brand store Multi brand store Factory outlets Total

RESPONDENTS
4 76 20 100

%
10 76 14 100

Respondents
80 70 60 50 40 30 20 20 10 0 Single brand store Multi brand store factory outlets 4 76

INTERPRETATION:
The above table shows the type of place the customers visit frequently for shopping. It is observed that most of the customers i.e 76% visit Multi brand store while only 4% visit single brand store.

49

4) How frequently you visit the store (where ever you go for shopping)

PARTICULARS RESPONDENTS
< 1 Month 1-3 Months 3-6 months 1 year 65 28 7 0

%
65 28 7 0

Respondents
70 60 50 40 30 20 10 0 < 1Month 1-3 Months 3-6 Months 1 Year 7 0 28 65

INTERPRETATION:
The above table shows the frequency of customers visiting the retail stores. It is observed that most of the respondents i.e., 65% visit once in less than a month while only 7% visit once in a year.

50

5) What more fascinates you at shopping in Malls/ Supermarkets?

Particulars
Membership card Discount mailers Parking facility Lucky draw offer

Respondents
28 20 30 22

%
28 20 30 22

35 30 25 20 20 15 10 5 0 28

Respondents
30

22

Membership Discount mailers Parking facility Lucky draw offer card

INTERPRETATION: The above table shows what make customers get impressed
at organized retail stores. It is observed that most of the respondents i.e.,30% get impressed by parking facility while 20% by discount mailers.

51

6) What are the prime factors for shopping in organized retail stores ?

PARTICULARS
Variety in products Serviceability Discounts Mode of payment All the above total
60

RESPONDENTS
20 16 7 5 52 100

%
20 16 7 5 52 100

Respondents
50

52

40

30 20 20 16 7 5

10

0 Variety in products Serviceability Discounts Mode of payement All the above

INTERPRETATION:
The above table shows the prime factors for shopping in the store. It is observed that most of the respondents i.e., 52% choose all the above factors in visiting the store while only 5% choose the mode of payment.
52

7) What influences your buying selections in organized retail stores?

PARTICULARS
Availability of range Reasonable price Brand name All the above Total

RESPONDENTS
31 7 13 49 100

%
31 7 13 49 100

.
60

Respondents
50 40 31 30 20 13 10 0 Availability of range Reasonable price Brand name 7

49

All the above

INTERPRETATION:
The above table shows the factors which influence the buying selections of customers in the store. It is observed that most of the customers i.e., 49% choose all the above factors in visiting the store while only 7 % choose reasonable price

53

8) When do you prefer to shop mostly in store ?

PARTICULARS
During sale During fresh season stock During discount When required total

RESPONDENTS
18 54 24 4 100

%
18 54 24 4 100

60 54 50

Respondents

40

30 24 20 18

10 4 0 During sale During fresh season stock During discount when required

INTERPRETATION:
The above table shows the preference of the customers to shop mostly in the store. It is observed that most of the respondents i.e., 54% prefer to shop during fresh season while only 4% prefer to shop when required.

54

9) What do you look for in a product during your purchase

PARTICULARS
Price Brand Name Customer service Variety available

RESPONDENTS
60 12 16 12

%
60 12 16 12

Respondents
70 60 60 50 40 30 20 10 0 Price Brand Name Customer service Variety available 12 16 12

INTERPRETATION:
The above shows what customers look for in a product during their purchase . it is observed that most of the customers i.e., 60% look for price of product while only 12% look for brand name / availability of variety products.

55

10) How much did you save monthly by shopping in malls/supermarkets?

PARTICULARS
<5% 5-10 % 10-20 % > 20 % total

RESPONDENTS
33 51 13 3 100

%
33 51 13 3 100

Respondents
60 51 50

40 33 30

20 13 10 3 0 <5% 5-10 % 10-20 % > 20 %

INTERPRETATION:
The above table shows the percentage of amount the customers save monthly by shopping in organized retail stores like malls/supermarkets etc.. It is observed that most of the respondents i.e., 51% save 5-10% monthly while only 3% save >20%

56

11) Does the good atmosphere in the store pickup the sales?

PARTICULARS
Yes No No Idea Total

RESPONDENTS
92 1 7 100

%
92 1 7 100

Respondents
100 90 80 70 60 50 40 30 20 10 0 Yes No No idea 7 1 92

INTERPRETATION:
The above table shows the customers opinion about the influence of good atmosphere on sales in the store. It is observed that most of the respondents i.e., 93% say YES while only 7% have NO IDEA.
57

12) Distance doesnt affect the preference of organized retail stores.

PARTICULARS
Strongly agree Agree No Idea Disagree Strongly disagree Total

RESPONDENT
26 50 6 10 8 100

%
26 50 6 10 8 100

.
60 50 50 Respondent

40

30

26

20 10 10 0 Strongly agree Agree No Idea Disagree Strongly disagree 6 8

INTERPRETATION:
The above table shows the customers opinion about the affect of distance in the preference of organized retail stores. It is observed that most of the respondents i.e., 50% AGREE that distance doesnt affect the preference of organized retail stores while only 8% respondents STRONGLY DISAGREE
58

13) Prices dont affect the preference of organized retail stores.

PARTICULARS
Strongly agree Agree No Idea Disagree Strongly disagree Total

RESPONDENT
10 21 7 40 22 100

%
10 21 7 40 22 100

Respondent
45 40 35 30 25 20 15 10 5 0 Strongly agree Agree No Idea Disagree Strongly disagree 10 7 21 22 40

INTERPRETATION:
The above table shows the customers opinion about the affect of price on the preference of organized retail stores. It is observed that most of the respondents i.e., 40% DISAGREE that price doesnt affect the preference of organized retail stores while only 7% respondents have NO IDEA.

59

14) Crowd affects the preference of organized retail stores.

PARTICULARS
Strongly agree Agree No Idea Disagree Strongly disagree Total

RESPONDENT
30 37 7 17 9 100

%
30 37 7 17 9 100

40 35 30 30 25 20 15 10 5 0 Strongly agree

37

Respondent

17

9 7

Agree

No Idea

Disagree

Strongly disagree

INTERPRETATION:
The above table shows the customers opinion about the affect of crowd on the preference of organized retail stores. It is observed that most of the respondents i.e., 37% AGREE that crowd affect the preference of organized retail stores while only 7% respondents have NO IDEA.

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15) Monthly family income affects the preference of organized retail stores.

PARTICULARS
Strongly agree Agree No Idea Disagree Strongly disagree Total

RESPONDENT
30 40 6 17 7 100

%
30 40 6 17 7 100

45 40 40 35 30 30 25 20 15 10 5 0 Strongly agree Agree No Idea Disagree Strongly disagree 6 7 17

Respondent

INTERPRETATION:
The above table shows the customers opinion about the affect of monthly family income on the preference of organized retail stores. It is observed that most of the respondents i.e., 40% AGREE that monthly family income affect the preference of organized retail stores while only 6% respondents have NO IDEA.

61

16) Customer value (or) customer satisfaction is the prime motto of organized retail stores.

PARTICULARS
Strongly agree Agree No Idea Disagree Strongly disagree Total

RESPONDENT
54 34 2 7 3 100

%
54 34 2 7 3 100

.
60 50 40 30 20 10 2 0 Strongly agree Agree No Idea Disagree Strongly disagree 7 3 54

Respondent

34

INTERPRETATION:
The above table shows when customers are asked does Customer value (or) customer satisfaction is the prime motto of organized stores, it is observed that most of the respondents i.e., 54% STRONGLY AGREE with the statement while only 2% have no idea about the statement

62

17) The emerging of retail stores will create employment opportunities.

PARTICULARS
Strongly agree Agree No Idea Disagree Strongly disagree Total

RESPONDENT
54 32 3 7 4 100

%
54 32 3 7 4 100

60 50 40

54

Respondents

32 30 20 10 3 0 Strongly agree Agree No Idea Disagree Strongly disagree 7 4

INTERPRETATION:
The above table shows when customers are asked about does the emerging of retail stores will create employment opportunities, it is observed that most of the respondents i.e.,54% STRONGLY AGREE with the statement while only 3% have NO IDEA about the statement.

63

18) The emerging trends in retail sector meet the customer needs in a more precise way.

PARTICULARS
Strongly agree Agree No Idea Disagree Strongly disagree Total

RESPONDENTS
56 30 5 7 2 100

%
56 30 5 7 2 100

60 50 40

56

Respondents

30 30 20 10 0 Strongly agree Agree No Idea Disagree Strongly disagree 7 2

INTERPRETATION:
The above table shows when customers are asked about does the emerging trends in retail sector meets the customer needs in a more precise way, it is observed that most of the respondents i.e., 56% STRONGLY AGREE with the statement while only 2% STRONGLY DISAGREE with the statement
64

19) The latest trends in retail sector had a great influence on the customer Lifestyles.

PARTICULARS
Strongly agree Agree No Idea Disagree Strongly disagree Total

RESPONDENTS
32 48 9 7 4 100

%
32 48 9 7 4 100

Respondents

60 50 40 30 20 9 10 0 Strongly agree Agree No Idea Disagree Strongly disagree 7 4 32 48

INTERPRETATION:
The above table shows the customers opinion about the influence of latest trends in retail sector on customers life styles. It is observed that most of the respondents i.e., 48% AGREE with the statement while only 4% STRONGLY DISAGREE with the statement.
65

20) Please rate the importance of the following factors in choosing to visit this store [ from min1 to max 5 ].

Particulars
All the things under one roof More variety in products Near to home Only option available in locality

Respondents Rating Scale 1

4 3 30 33

Total
100 100 100 100

2
7 10 25 28

3
16 13 21 16

4
33 30 13 13

5
40 44 11 10

50 40 30 20 10 0 1 2 3 4 5 All the things under one roof More variety in products Near to home Only option available in locality

INTERPRETATION:
The above table shows the rating(1-5) for the above factors given by the customers in the store. 1st Option: - It is observed that most of the respondents i.e., 40 % rated as 5 while only 4% rated as 1. 2nd Option: It is observed that most of the respondents i.e., 44% rated as 5 while

only 3% rated as 1. 3rd Option: - It is observed that most of the respondents i.e., 30% rated as 1 while only 11% rated as 5. 4th Option: - It is observed that most of the respondents i.e., 33% rated as 1 while only 10% rated as 5.
66

21) Please rate the importance of the following factors in choosing to visit this
store [ from min1 to max 5 ].

Particulars
Good ambience Air conditioned Crowd Customer service

Respondents Rating Scale 1

4 6 20 5

Total
100 100 100 100

2
7 10 31 11

3
13 25 40 17

4
33 37 7 41

5
43 22 2 26

50 45 40 35 30 25 20 15 10 5 0 1 2 3 4 5

Good ambience Air conditioned Crowd Customer service

INTERPRETATION:
The above table shows the rating(1-5) for the above factors given by the customers in the store. 1st Option: - It is observed that most of the respondents i.e., 43 % rated as 5 while only 4% rated as 1. 2nd Option: - It is observed that most of the respondents i.e., 37% rated as 4 while only 6% rated as 1. 3rd Option: - It is observed that most of the respondents i.e., 40% rated as 3 while only 2% rated as 5. 4th Option: - It is observed that most of the respondents i.e., 41% rated as 4 while only 5% rated as 1.
67

22) Please rate the importance of the following factors in choosing to visit this store [ from min1 to max 5 ]

Particulars
Low prices/ discounts Home delivery Parking facility Good customer assistance

Respondents Rating Scale 1 2 3 4

9 8 7 6 14 14 13 12 29 21 20 19 40 45 47 25

Total 5
8 12 13 38 100 100 100 100

50 45 40 35 30 25 20 15 10 5 0 1 2 3 4 5

Low prices/discounts Home delivery Parrking facility Customer assistance

INTERPRETATION: The above table shows the rating(1-5) for the above factors
given by the customers in the store. 1st Option: - It is observed that most of the respondents i.e., 40 % rated as 4 while only 8% rated as 5. 2nd Option: - It is observed that most of the respondents i.e., 45% rated as 4 while only 8% rated as 1. 3rd Option: It is observed that most of the respondents i.e., 47% rated as 4 while

only 7% rated as 1. 4th Option: It is observed that most of the respondents i.e., 38% rated as 5 while

only 6% rated as 1.

68

23) Please rate the importance of the following factors in choosing to visit this store [ from min1 to max 5 ]

Particulars 1
Brand name Easy to shop Environment Availability of different brands 5 6 5 7

Respondents rating scale Total 2 3 4 5

12 13 10 13 25 20 21 20 38 25 23 35 20 36 41 25 100 100 100 100

45 40 35 30 25 20 15 10 5 0 1 2 3 4 5 Environment Availability of different brands Easy to shop Brand name

INTERPRETATION: The above table shows the rating (1-5) for the above factors
given by the customers in the store. 1st Option: - It is observed that most of the respondents i.e., 38 % rated as 4 while only 5% rated as 1. 2nd Option: - It is observed that most of the respondents i.e., 36% rated as 5 while only 6% rated as 1. 3rd Option: - It is observed that most of the respondents i.e., 41% rated as 5 while only 5% rated as 1. 4th Option: - It is observed that most of the respondents i.e., 35% rated as 4 while only 7% rated as 1.

69

CHAPTER 5

FINDINGS

70

The following are the findings of the study:  Customers preferences for grocery shopping are gradually shifting from local kirana stores to organized convenience stores.  Age is one of the most important factors responsible for the changing preference of the customers. .  Payment through credit cards is increasing purchases from convenience store.  Brand Choice of customers is changing and this is also influencing shift from kirana to convenience store. .  Maximum no of customers belongs to young age group.  Maximum no of customers are male in malls due to family responsibility. It means maximum no of customers having nuclear family.  Maximum no of customers are educated and aware about retail store.  Maximum no of customers are belonging to upper middle class purchasing.  Maximum no of customers are time conscious and desire for many brand under one roof.  Maximum no of customers did not compromise quality with discount and offers.

71

CHAPTER 6

LIMITATIONS AND CONCLUSION

72

LIMITATIONS OF THE STUDY:

Every report has its pros and cons so mine also have some limitations. They can be pointed as:  Sample size restricted to 100 only which was very less according total population.  The responses given by respondents were not always accurate because the respondents gave the response according to their understanding.  Survey is a time consuming process but the time to collect the data for research was very less.  Sometimes the respondents are not willing to fill the questionnaire and hence the resultant may not be correct.

CONCLUSION:
The past 4-5 years have seen increasing activity in retailing. And, various business houses have already planned for few investments in the coming 2-3 years. And though the retailers will have to face increasingly demanding customers, and intensely competitive rivals, more investments will keep flow in. And the share of organized sector will grow rapidly. retailing in India is surely poised for a takeoff and will provide many opportunities both to existing players as well as new entrants.. The country is witnessing a period of boom in retail trade, mainly on account of a gradual increase in the disposable incomes of the middle and upper-middle class households. More and more corporate houses including large real estate companies are coming into the retail business, directly or indirectly, in the form of mall and shopping center builders and managers.

73

Lastly I want to conclude my project in some points -

y The customers are attracting towards shopping malls & retail outlets. y The shopping malls & retail outlets are targeting to middle class customers because the purchasing power of this class is rapidly growing as well as the class is also growing. y The young generation is fashion & show-off conscious so retail outlets are mainly focused on them. y Most of the family wants to purchase from big showrooms and malls because there are no bargaining system so they have a trust that there is no cheating. y The main strength of most of the retail outlets are providing attractive offers to attract customers. y Big retail stores are running customer loyalty programmes which has increased profits and no. of customers.

74

CHAPTER -7

SUGGESTIONS

75

After the detailed research of the study, the following are some of the suggestions are drawn for the company.  Adopt advertising strategies to promote and position the brand.  It can improve the toys and cards collection.  Maintain a separate customer care wing to know the customer feedback or queries and respond accordingly.  Add value to loyal customers by: a) Starting club membership b) Issuing loyalty cards c) Providing holiday packages  It can maintain some eat stations to attract more customers.  Provide gaming zone for kids and youngsters.  It will be more convenient to customers if it maintain spacious parking facility.  Promoting e-commerce.  Improve home delivery services.  Placing silhouette at cash counters or in between rows.

76

CHAPTER 8

Appendices And Bibliography

77

QUESTIONNAIRE

ON

DETAILED

SURVEY

OF

CONSUMER PREFERENCE TOWARDS ORGANISED RETAIL STORES AT ODYSSEY INDIA LTD.

Name : ........................................................................................

Gender:

Male

Female

Marital status :

Single

Married

Qualification:

Under Graduate

Graduate

Postgraduate

Occupation :

Student Business 18-30

Govt. Employee

Pvt.Employee

Any other(plz specify).............. 31-50 >50

Age(yrs) :

<18

Ph.no/e-mail ID.................................................................. 1) How do you come to know about this store? ( a) Friends b) Colleagues c) Advertisement )

2) The type of visit to this store? ( a) A Planned one

b) An Unplanned one
78

3) Which type of place do you frequently visit for your shopping? ( ) a) Single Brand Store b) Multi Brand Store b) Factory outlet

4) How frequently you visit the store ( where ever you go for shopping)? ( a) < 1 Month b) 1-3 Months c) 3-6 Months d) 1 Year

5) What more fascinates you at shopping in Malls/ Super Markets? ( a) Membership card b) Discount Mailers c) Parking Facility d) Lucky Draw Offer

6) What are the prime factors for shopping in Organized Retail Stores ? a) Variety in products b) Serviceability c)

( )

Discounts

d) Mode of payment

e) All the above.

7) What influences your buying selections in Organized Retail Stores ? (

a) Availability of range b) Reasonable price c)Brand name d) customer service e) All the above

8) What do you look for in a product during your purchase in this store? a) Price b) Brand name c) Customer service d) Variety of products

9) When do you prefer to shop mostly in the store? ( a) During sale b) During fresh season stock

) c) During discount

d) When required.
79

10) How much did you save monthly by shopping in malls / super market? ( a) <5% b) 5-10% c)10-20% d) Any other (plz. Specify)........

11) Does the good atmosphere in the store pickup the sale ? ( ) a) Yes b) No c) No idea

12) Distance doesnt affect the preference of organised retail stores.( ) a) Strongly agree b) Agree c) No idea d) disagree e) Strongly disagree

13) Prices dont affect the preference of organised retail stores (

a) Strongly agree b) Agree c) No idea d) disagree e) Strongly disagree

14)Crowd effects the preference of organized retail stores . (

a) Strongly agree b) Agree c) No idea d) disagree e) Strongly disagree

15) Monthly family income affects the preference of organized stores.( ) a) Strongly agree b) Agree c) No idea d) disagree e) Strongly disagree

16) Customer value/customer satisfaction is the prime motto of organized stores. ( )

a) Strongly agree b) Agree c) No idea d) disagree e) Strongly disagree

80

17) The emerging of organized retail stores will create unemployment problems. ( )

a) Strongly agree b) Agree c) No idea d) disagree e) Strongly disagree

18) The emerging trends in retail sector meets the customer needs in a more prcised way.( )

a) Strongly agree b) Agree c) No idea d) disagree e) Strongly disagree

19) The latest trends in retail sector had a great influence on changing customer lifestyles. ( )

a) Strongly agree b) Agree c) No idea d) disagree e) Strongly disagree

RATING FROM 1-5 SCALE :

20) Please rate the importance of the following factors in choosing to visit the store. [From min 1-max 5] a) All the things under one roof b) More variety in products c) Near to home 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 ( ( ( ( ) ) ) )

d) Only option available in locality 1

81

21) Please rate the importance of the following factors in choosing to visit the store. a) Good ambience b) Air conditioned c) Crowd d) Good customer service 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 ( 5 ( 5 5 ( ( ) ) ) )

22) Please rate the importance of the following factors in choosing to visit the store. a) Low prices/discount schemes b) Home delivery c) Parking facility available d) Good customer assistance 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 ( 5 ( ) ) ) )

5 ( 5 (

23) Please rate the importance of the following factors in choosing to visit the store. a) Brand name b) Easy to shop c) Environment in store d) Availability of different Brands. 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 ( ) ) ) )

5 ( 5 ( 5 (

82

24) Any suggestions ( plz. Specify)...................................................... ....................................................................................................... ....................................................................................................... ...................................................................................................... ....................................................................................................... ......................................................................................................

83

BIBLIOGRAPHY:

BOOKS:y Beri G.C., Marketing Research, Tata Mc Graw Hill New Delhi, 3rd Edition: 2002. y Verma M.M and Agarwal R.K., Marketing Research, Forward Publishing House Delhi, 1997 y Philip Kotler, Gary Armstrong, Principles of marketing, Prentice Hall India New Delhi, 7th Edition: 1996. y Philip Kotler, Marketing Management, Prentice Hall India New Delhi, 8th Edition: 1996.

JOURNALS:Goswami. P and Mishra. M, 2009, Would Indian consumers move from kirana store to organized Retailers when shopping for groceries, Asia Pacific Journal of Marketing and Logistics, Vol. 20, No. 1 ICRIER journal paper, September 2008

WEBSITES:www.retailindia.net www.retailyatra.com www.retailbiz.com www.businessworld.in www.tataretail.com

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