CONTENTS

DESCRIPTION Chapter 1 EXECUTIVE SUMMARY Chapter 2 RESEARCH DESIGN Objectives Scope of the study Limitations of the study Research Methodology Review of literature PAGE NO

3-5

6-12

Chapter 3 COMPANY PROFILE About jubilant Group Evolution of Jubilant Group Company vision and mission Company hierarchy Product and services profile 13-22

Chapter 4 Analysis of Data & Interpretation Tables and Presentation of data Conclusion from Analysis

23-58

Chapter 5 Findings Chapter 6 Recommendations Chapter 7 Conclusions

59-64

65-67

68-70

APPENDICES Questionnaire Bibliography

71-75

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LIST OF GRAPHS & CHARTS

1. Customer s monthly income 2. Customers visit Total Mall 3. Apart from Total Mall visit retail outlet 4. Purpose behind visiting Total Mall 5. Demand for other retail outlets in a mall 6. Products mostly purchased by customers 7. Expenditure pattern of customers coming 8. Time spent by customers in shopping 9. Comparison of footfalls in weekdays and weekends 10. Customers preference of timing to visit Total Mall 11. List of products and purchasing products on a unplanned basis 12. Brand preference of customers towards Total Mall 13. Comparison of brand preference on different product category 14. Mode of payment of customers towards Total Mall 15. Comparison of factors which encourages customers to come 16. Services of the sales personnel towards Total Mall 17. Parking space availability towards Total Mall 18. Customers preference towards More hypermarket 19. Comparison of Total Mall with More hypermarket 20. Comparison of Total Mall with others Organized retailers

CHAPTER - 1

Executive summary

Introduction

As customers tastes and preferences are changing, the market scenario is also changing from time to time. Todays market scenario is very different from that of the market scenario before 1990. There have been many factors responsible for the changing market scenario. It is the changing tastes and preference of customer which has bought in a change in the market. Income level of the people has changed; life styles and social class of people have completely changed now than that of olden days. There has been a shift in the market demand in todays world. Technology is one of the major factors which is responsible for this paradigm shift in the mark. New generation people are no more dependent on heat market and far off departmental stores. Today we can see a new era in market with the opening up of many departmental stores, hyper market, shoppers stop, malls, branded retail outlets and specialty stores. In todays world shopping is not any more tiresome work rather its a pleasant outing phenomenon now.

My study is based on a survey done on customers of a hypermarket named Total Mall. Total Mall is a new type of market which came into existence in Bangalore since 2005. It is a type of market where various kinds of products are available under one roof. My study is on determining the customer satisfaction levels towards Total Mall and the satisfaction level of customers towards Total Mall. My study will find out the current status of Total Mall and determine where it stands in the current market.

This market field survey will help in knowing the present customers tastes and preferences. It will help me in estimating the customers future needs, wants & demands.

CHAPTER -2
Research design

Objectives of the study Scope of the study Importance of the study Limitations of the study Research Methodology

OBJECTIVES OF THE STUDY

a. To find out the customer satisfaction level of the customers coming in to Total Mall in Sarjapure

b. To determine the current status of Total Mall.

c. To find out the customers response towards Total Mall.

d. To study the satisfaction level of customers in different attributes of Total Mall. e. To identify main competitors of Total Mall.

Scope of Study
The scope of this research is to identify the customer satisfaction of Total Mall in SARJAPURE area. This research is based on primary data and secondary data. Due to time constraint only limited number of persons contacted. This study only focuses on urban customer satisfaction because the research conducted in SARJAPURE area. The study does not say anything about rural customer satisfaction level because rural norms/status/attitude & acceptance of the rural customers differs with urban customers. The scope of research is limited for SARJAPURE area. It provides help to further the research for organized retail sector in SARJAPURE area. It aims to understand the skill of the company in the area like technological advancement, competition in management.

Importance of Study
The study shows customers satisfaction level pattern towards Total Mall in SARJAPURE area. Its provide guideline for further research in SARJAPURE area for organized retail. Research says about customer satisfaction level towards Total Mall in SARJAPURE area. The research is also important to identify Market size, growth and Market Potential of Total Mall in SARJAPURE area. The research shows future Scenario of Total Mall in current perspective. The study shows Opportunities and challenges for Total Mall respect of internal & external environment. Research says about main competitors in the field of organized retail sectors. The study provide guideline to further extension of Total Mall in SARJAPURE area .The study provide help to know the customers satisfaction with Total Mall stores.

10

Limitations of study
Certain limitations do creep in a research study due to constraints of the time, money and human efforts, the unavoidable. Although present study is also not free from certain limitation, which were

all

effort were taken to make the result of the work as accurate as possible as

survey but the survey have following constraints. Some customers were not willing to give appointment due to their busy schedule. Due to very large size of the population, only a selected sample of customer could be contacted. Due to time constraint and other imperative work load during the period it could not be made possible to explore more area of concern pertaining to study. Also impossible for company to prove information is confidential. Due to fast pace of life, some customers were not able to do justification to the questionnaire. Personal biases might have come while answer the questionnaire. As per company rule many information was not disclose as the manager are busy in their daily schedule. It is not possible for us to spend more time in interaction with them.

11

Research Methodology
Technology, customers tastes and preferences play a vital role in todays generation. Research Methodology is a set of various methods to be followed to find out various information regarding market strata of different products. Research Methodology is required in every industry for acquiring knowledge of their products.

Area of study:
The study is exclusively done in the area of marketing. It is a process requiring care, sophistication, experience, business judgment, and imagination for which there can be no mechanical substitutes.

Research Design Exploratory Research

Sampling Design:
Non Probability sampling- Convenience sampling

Sample Size:
150 Customers

12

Data Collection: Data is collected from various customers through personal interaction. Specific questionnaire is prepared for collecting data. Data is collected with more interaction and formal discussion with different respondents. Some other relevant information collected through secondary data

Tools of Analysis: The market survey about the techniques of marketing and nature of expenditure is carried out by personally interacting with the potential customers towards Total Mall.

13

CHAPTER-3
Theoretical Perspective:
ABOUT JUBLIENT GROUP EVALUTION OF JUBLIENT RETAIL COMPANY VISION AND MISSION COMPANY HIERARKY PRODUCT AND SERVICES PROFILE

Company Profile
14

Jubilant group:
The Jubilant Group embarked on the journey of creating business leadership in its chosen areas about two decades ago. The group has a strong presence in pharmacy, life sciences and healthcare sector through its flagship company Jubilant Organizes and has the fastest growing Dominos Pizza chain in India through Jubilant Food Works. The group is a laddering India private sector player in oil and gas exploration and production business through Jubilant Energy. Through a clutch of independent companies the group has a significant presence in retail segment including Hypermarket and Automobiles. The group also offers a wide range of marketing and technical services for international companies in the area of aviation, oil and gas services, power and infrastructure services.

Jubilant identified the increased globalization of Indian economy and its first alignment with international economic trends, adapted these changes and spread its wings to the outer world and moved away from being industry oriented to sharing knowledge. Head quartered in India, the group has built strong business in North America with significant investments over the last decade. Through it various entities the group is engaged in business in over 60 countries across the world.

The four core segments of jubilant group are:

Food and retail:

15

Jubilant is present in Mall cum Hypermarket Retail format with the brand name of TOTAL Jubilant Retail is a Bangalore-based retail chain running state-of-the-art hypermarkets and malls. Its hypermarket branded as TOTAL is designed on the lines of international shopping malls and is a single-point store carrying Apparel and Fashion Accessories, FMCG, Home needs, Consumer Durables and IT, Fresh foods, Beverage, Non-Veg, Fruits and Vegetables, Bakery, Jewelry products etc The food and retail category of jubilant consists of Dominos pizza, Monday 2 Sunday supermarkets and TOTAL hypermarkets and malls.

Dominos pizza:
Dominos pizza is the largest pizza chain in India with a mission to be the best pizza delivery company. Domino's Pizza India is the master franchisee for India, Sri Lanka, Bangladesh and Nepal. Domino's is the market leader with over 65 percent market share and over 100 outlets in 27 cities across India. The company has been listed on the Indian bourses recently.

16

Monday 2 Sunday:
The Company started five years ago when The Jubilant Group decided to get into Food Retail. The first Supermarket started in Koramangala (5000 sqft), followed by JP Nagar (8000 sqft).

Total Hypermarket:
Launched first hypermarket in November-2006 when they decided to venture into hypermarket concept. First hypermarket is at Mysore road which is 1.3 lac square feet. Second Hypermarket was launched on the 21st of July 2007, Madiwala, which is 1.8 lac square feet. Third hypermarket was launched on February 14th2008, Sarjapur road. Fourth hypermarket was launched on November 2008 at Kemp fort, Old airport road. The Stores have an in-house bakery called Bakers Factory offering 75 varieties of confectionery items and more than 150 varieties of bakery items both for retail and institutions. They have contract farmers and poultries, who supply with fresh fruits and vegetables and fresh non vegetarian to the stores. They have a consolidation center at Hosakote, where basic and regular vegetables come from their Collection Center at Nittur and are graded and sorted before they are sent to the stores. They have a Fresh Foods counter called GarmaGaram where they have a take away counter. 17

Pharmaceuticals, life sciences and healthcare:

Jubilant Organizes is an integrated pharmaceuticals and life sciences company. It is the largest custom research and manufacturing services player and one of the leading drug discoveries and development solution provider from India it is well positioned as an outsourcing partner for the global pharmacy and life sciences companies.

Oil and gas exploration and production:

Jubilant energy is one of the leading companies in private sector engages in oil and gas exploration and production (E&P) in India and overseas. it has collaborations with leading global companies and currently operates 12 blocks -8 in India 3 in Yemen and 1 in Australia.

Services:
Jubilant Enpro, through its alliances with international companies, provides business, marketing and technical support related to oil and gas services, power and infrastructures services and aviation related services (sales/maintenance of aircrafts and helicopters).

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EVOLUTION OF JUBILANT RETAIL

1990

FESL formed by Amalgam & M2S stores launched M2S acquired by Jubilant in Sep 2000. A turnover of Rs 27 Lakhs, with only 1 store in Indira Jubilant opens 2 new M2S Outlets Nagar
@ Koramangala: May 2003 @ JP Nagar: October 2003 Jubilant opens 3 new hypermarkets Jumbo Saver / Total @ Mysore Road: Dec 2006/ Aug 2007 @ Madiwala: July 2007

2000

Jubilant spotted the retail opportunity in 2000 11 years of learning

Hypermarket cum Mall format of choice, Growth, Customer adoption opportunity

2003

2007

2008 2011

Launched 4th Hypermarket-Feb 2008 KEMPFORT launched in Nov 2008 5th hypermarket- Mahadevpura

Strategically Superior Locations

19

The 1st Supermarket started in Koramangala (5000 Sqft), followed by JP Nagar (8000 Sqft).

Then decided to venture into the Hypermarket (65,000 Sqft) and Mall (75,000 Sqft) Concept and launched the first Hypermarket in November 2006 at Mysore Road which is 1.3 lakh sq. ft.

2nd Hypermarket was launched on 21st of July 2007, Madiwala, which is 1.8 Lakh Sqft.

3rd hypermarket was launched on February 14th2008, Sarjapura road.

4th hypermarket was launched on November 2008 at Kemp fort, Old airport road.

5th hypermarket was launched on May 2011 at Mahadevpura

Vision Mission Company Hierarchy Product Profile

20

Vision:

To understand our CUSTOMER best, innovate and provide unparalleled levels of value andSERVICE, passionately and consistently.

Mission:

To be the LEADING RETAILER in South India, offering superior merchandise and enhanced services to our customers.

21

COMPANY HIERARCHY

BOARD OF DIRECTORS Chairman Mr. HariBhartia Co-Chairman Mr. Shyam Sunder Bhartia Director Mr. ShamitBhartia

CEO

PROJECTS

OPERATION

FINANCE

HR
resou rce

MARKETING

B&M

IT

SUPPL Y
CHAIN

ADMINISTRATION

HYPER
MARKET

SUPE R
MARKET

MALL

FOODS

GENERAL MERCHANDISE

FMCG

PERISHABLE S

APPARELS

CDIT

22

Products and services:

The ground floor is occupied by a plethora of brands under food, fashion, technology & Healthcare segments, Caf Coffee Day, Wills Lifestyle, John Players, Reebok, Adidas, Lilliput, & Spykar. And few Totals are coming up with Adigas, KFC, Mc D, and Pizza Corner, Dominos, Kannapolis multiplex and many more branded outlets. The Total hypermarket contains each and every product which can be used by customers for daily usage to life style product, vegetables to jewelry they have Apparels, General Merchandise like plastics, Home Furnishing & Furniture, Utensils, Vegetables Fruits & Non-veg food, Crockery, Cutlery, Sports & Toys, Car Accessories, Stationary, Music CD, Electronic goods and The Stores have an in-house bakery called Bakers Factory offering 75 varieties of confectionery products and more than 150 varieties of bakery products both for retail and institutions. Total have a Fresh Foods counter called GarmaGram where they have a take away counter.

23

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CHAPTER -4
Analysis of data and interpretation
Data collection Data analysis and interpretations

Data Collection
Data can be classified under two categories depending upon the sources utilized. These categories are, i) Primary data ii) Secondary data

25

DATA COLLECTION:
Data is collected by using various methods. For the purpose of fulfilling the objective of study and for completing the Research project Report, both primary and secondary data collected. PRIMARY SOURCES:

Questionnaire:
Keeping in view the objective of study a questionnaire (as given Annexure) was selected there is Twenty in all. All questions are small in size and arranged logically. The language is simple to understand.

Interview:
Information was also obtained by conversation with Customers .they was interviewed personally. SECONDARY DATA: The second information is taken from company document available on websites The other related journals information and industry associations sites have also been viewed.

S AM PLING D ESIGN
In the backdrop of objective set, a sample study conducted in Bangalore in SARJAPURE.

SAMPLE SIZE: 150 CONSUMERS contacted during this research work. The nature of sampling is NON PROBABITITY CONVINANCE SAMPLING helped in keeping the path of research in focus throughout the work. 26

Collection of the questionnaire

Sufficient time was given to the respondents to answer the questionnaire.

Problem faced while collecting and filling questionnaire

Some of the respondents were hesitant to answer the questionnaire. Some respondents did not want to answer the questionnaire, so they left it unanswered. Where the respondents did not find the relevant answer in his choice provided, they added they added their own choice or left it unanswered.

Tabulation:
After all the questionnaires were collected back, the responses were tabulated. Each answer of the respondent was tabulated to its respective category.

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ANALYSIS
I have done a market field survey on Total Mall. I have surveyed around 150 respondents of Bangalore in SARJAPURE who come to visit Total Mall. A specific questionnaire is prepared for the customers and data is obtained from them by moving around Total Mall and personally interacting with them. The customers gave me valuable information regarding their consumption pattern towards Total Mall. I collected all those information and a proper analysis is done.

All the analysis and its interpretations are discussed below. Each of the analysis is done as per the information obtained from the customers and a serious interpretation has been done to best of my effort.

TABLE 1: Customer s monthly income

28

Higher income Group Middle Income Group Lower Income Group No Income Group

5% 50% 20% 25%

CHART 1: representing Customers monthly income

INCOME GROUP

5% 25% Higher Income Group (> Rs.60000) Middle Income Group (Rs. 40000-60000) 50% 20% Lower Income Group (Rs.10000-40000) No Income Group (< Rs.10000)

Analysis: The above diagram shows the distribution of income level of customers coming
in to Total Mall. Among the 150 respondents 50% of customers are of middle income level that is between Rs10000 40000 per month. Least number of customers visiting Total Mall are the higher income level people (> Rs.60000 pm) that constitute only 5%. The lower income level of people coming to Total Mall constitutes of 20%. 25% of people belong to no income group which mostly consists of students 29

Interpretation: Total Mall is the hub of shopping for middle level income group people
because of its reasonable price on its each product category. The higher level income group people dont prefer to do shopping towards Total Mall as it doesnt deal with branded products. The higher level income group people are very status conscious and their psychology is such type that they dont prefer much to visit Total Mall as it is a discounted store. The lower income group people come in to Total Mall as they get goods at a discounted price. Hence Total Mall should include branded products in its product category which will encourage higher income group people to come in to Total Mall. Probably not much of lower income group people come to Total Mall as they dont like to have any shopping experience rather they just go for nearby store where they can get their necessity goods. Even they purchase goods on a regular basis on a small quantity. So they dont have much interest to come to Total Mall and do shopping.

TABLE 2: Customer visit to Total Mall

30

Weekly Monthly Quarterly On unplanned basis

29% 34% 23% 14%

CHART 2: representing Customer visit to Total Mall

Sales
Weekly Monthly Quarterly On a unplanned basis

14% 29% 23%

34%

Analysis:

The above diagram shows the Customer visits to Total mall among the 150

respondents in that 29% of customers are visits weekly basis. 34% of customers visit on

31

monthly basis. 23% of customers are visits on quarterly once in a year. And 14% of customers visit on unplanned basis

Interpretation:

From this I interpret that towards Total Mall 34% customers visit

monthly, 29% customer visit weekly 23% customers visit quarterly and 14% customers visit on planned basis , it means mostly customers visit weekly and monthly basis for purchase their requirements.

TABLE 3: Apart from Total Mall visit retail outlet

Yes No

64% 36%

CHART 3: representing apart from the Total Mall

32

70% 60% 50% 40% 30% 20% 10% 0% yes no 64%

36%

Analysis: The above diagram shows the visit to apart from Total Mall retail outlet among
the 150 respondent 64% of customers visits other than the Total Mall.36% of customers not visit other mall than the Total Mall

Interpretation: From this I interpret that 64% customers of Total Mall visit other retail
stores for their requirements and 36% customers of Total Mall generally do not visit other retail stores. It shows that customers satisfaction level is more towards Total Mall.

TABLE 4: Purpose behind visiting Total Mall Shopping Outing Both 60% 10% 30%

CHART 4: representing Purpose behind Visiting Total Mall

33

PURPOSE

30% Garment Outlet

65%
Shopping Outing 60% Both

10%

Analysis:

Out of the 150 respondents 60% of respondents visit Total Mall for shopping,

10% for outing and 30% visit Total Mall for both the purposes.

Interpretation: From this I interpret that Total Mall is purely a shopping complex but
it also facilitates a certain kind of ambience and decorum to the people that they also visit it for the purpose of outing. The infrastructure and ambience of Total Mall is so that people even like to go there even also they dont have to purchase anything. People enjoy doing shopping towards Total Mall. This is very nice for it as often customers.

TABLE 5: Demand for other retail outlets in Total mall

34

Footwear Outlet Food Court Entertainment Gift Corner Jewelers and Watches Store

20% 30% 20% 10% 10%

CHART 5: representing demand for other outlets in Total Mall

70% 60% 50% 40% 30% 20% 10% 0% Garment Outlet Entertainment Gift Corner Footwear Outlet Series1

Analysis: The above graph shows that 65% of people visit garment outlet in a mall other
than that of Total Mall. 30% of people also prefer to visit food court in a mall other than

Jewellery and Watches Store

Food Court

35

Total Mall. 20% of the people go to footwear outlet in a mall other than Total Mall. 20% of people also go to mall for entertainment purpose. Some people that are 10% each also visit gift corner store and jewelers & watches store in a mall other than Total Mall.

Interpretation:

From this analysis I come to know that most of the people tend to visit

garment outlets in a mall other than Total Mall as it has some exclusive branded outlets. People also go for footwear stores as malls have branded footwear stores in it. People go for watching movies to mall for entertainment. Yet a few people visits gift corners and jewelers stores in a mall. This is of course a threat for Total Mall that it is not able to attract customers from other retail outlets and retain them with it. Total Mall should definitely include more of branded products in its product category in order to bring in the customers of mall to it and retain them with it. It can include some of the exclusive branded outlets of cloths and jewelers in it in order to attract the brand choosy customers.

TABLE 6: Products mostly purchased by customers towards Total Mall

36

Clothes Grocery Food Item Leather Item Electronic Item Gift Item Any other Item

60% 70% 50% 25% 15% 10% 10%

CHART 6: representing products mostly purchased by customers towards Total Mall

Any other Item Gift Item Electronic Item Leather Item Food Item Grocery Clothes 0% 20% 40% 60% 80% Series1

Analysis:

This chart clearly indicates that the demand for grocery that is 70% is highest

by the customers followed by clothes rated 60%. The next highest demand is for food items that is 50%. 25% demand is for leather items towards Total Mall. Electronic items hold 15%

37

of demand and gift items and other items has a demand of only 10% by the customers of Total Mall.

Interpretation:

From this analysis I interpret that customers demand are high for

grocery and clothes followed by food items towards Total Mall. Electronic items have a little demand by the customers. Gift items and other items are not much in demand by the customers. I can interpret that clothes, grocery and food items are the major products which hold maximum number of customers. So Total Mall should maintain its low pricing and product quality to keep hold of the customers and also it should keep more qualitative products of gift and leather items so that people would go for more purchase of these items from it. Total Mall has many local branded products of grocery and cloths and it is successfully selling it. It should also include branded products so that more sales can take place.

TABLE 7: Expenditure pattern of customers coming in Total Below Rs.500 /single visit 500-1000 /single visit 1000-1500 /single visit 1500-2000 /single visit More than 2000 /single visit 11% 16% 22% 22% 29%

CHART 7: representing expenditure pattern of customers in Total

38

EXPENDITURE PATTERN

11% 29% 16% Below 500 500-1000 1000-1500 1500-2000 More than 2000 22% 22%

Less than half an hour

10%

Analysis: We can clearly see from this graph that majority of the customers spend a lot
towards Total Mall that is 29% of people spend more than Rs2000 in a single visit to Total Mall. Equal number of people that is 22% of people each spend Rs 1000-1500 and Rs 15002000 respectively in a visit to Total Mall.16% of people spend Rs 500-1000 and only 11% of customers are there who spends less than Rs500 in their visit to Total Mall.

Interpretation: From this I interpret that most of the customers purchase goods in bulk
which leads them to spend a lot. Volume sales are high towards Total Mall. Customers tend to purchase more goods from Total Mall as it provides goods at a discounted rate. Probably those persons who spend more in a visit to Total Mall are purchasing on a monthly basis. Those customers who are spending very less money that is below Rs 500 are mostly coming in just to move around Total Mall and spend time. In the process they used to spend money on food items and also purchase some products while roaming in it. Impulse customer satisfaction comes in to play to a large extent. More discounts shall be provided to a person who does bulk purchase. This will encourage people to purchase more products.

TABLE 8: Time spent by customers in shopping towards Total Mall

39

Half an hour to 1 hour 1 hour to 2 hour More than 2 hour 1 hour to 1 hour

15% 22% 18% 35%

CHART 8: representing time spent by customers in shopping towards Total Mall

35% 30% 25% 20% 15% 10% 5% 10% 22% 15% 18% 35% Series 1

0% Less than half an hour Half an hour to hour to 1 1/2 hours to 2 hours 1 1 hour 1 1/2 hours More than 2 hours

40

Analysis:

People spend a lot of time in shopping towards Total Mall. Majority of the

respondents (35%) said that they spend at least 1 hour to 1 hours towards Total Mall. 22% respondents also said that they spend 1 hours to 2 hours in their visit to Total Mall. Only 10% of people said that they spend very little time that is less than half an hour towards Total Mall.

Interpretation: As per the given data I interpret that customers are very product choosy
now a days and thats why they spend a lot of time in shopping towards Total Mall. Probably customers might even be spending more time towards Total Mall as it provides a very nice ambience and atmosphere for the people to shop in. Hence those persons who spend half an hour or less than half an hour towards Total Mall are those persons who just come to purchase limited products and come only because of low pricing of products. People also spend much time in it but purchase very few goods. The sales personnel should focus on the people who take long time in shopping and purchases a lot and provide special kind of service to them as they are the major customers.

TABLE 9: Comparison of footfalls in weekdays and weekends

Weeks days Weekends

40% 60%

CHART 9: representing comparison of footfalls in weekdays and weekends

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FOOTFALLS

40% Weeks days Weekends 60%

Analysis: The above graph shows that more number of people comes to

Total Mall in

weekends than that of week days .40% of people visits Total Mall in weekdays where as 60% of people visit Total Mall in weekends.

Interpretation: I can clearly interpret from

this that most of the people tend to visit

Total Mall in weekends rather than that of week days. There are more footfalls towards Total Mall in weekends than that of week days. Though there is not much difference as 40% of people visit Total Mall in week days hence in weekends the footfalls SARJAPURE raises by 10%. As people come more in weekends, so Total Mall should keep it open for more time in weekends. The infrastructure can be changed a bit in weekends so that customers can see more products clearly and can move around comfortably. In order to bring in more number of customers in week days Total Mall should provide some schemes in week days which will encourage people to come in to it in week days also. Hence the crowd is more in weekends and Total Mall should avail more parking spaces for its customers in weekends. It can make some temporary arrangement for parking every weekend. It should not spend much money in advertising and displaying of products in weekdays rather it should advertise and display products more in weekends as more number of people comes in weekends.

TABLE 10: Customers preference of timing to visit Total Mall

42

10 A.M - 1 P.M 1 P.M 3 P.M 3 P.M 6 P.M 6 P.M 10 P.M

8% 17% 35% 40%

CHART 10: representing customers preference of timing to visit total Mall

8%

40%

17% 10 A.M - 1 P.M 1 P.M 3 P.M 3 P.M 6 P.M 6 P.M 10 P.M 35%

Analysis: The above pie chart shows that most of the people prefer to visit Total Mall in
evening time than that of the day time. Only 25% of people tend to visit Total Mall during day time while 75% of people tend to visit Total Mall during after noon time.

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Interpretation: From the above analysis I interpret that evening time is the peak time
for Total Mall and day time is the off peak time for Total Mall. There is more number of people found towards Total Mall during evening time than that of day time. Probably more of products are being sold during evening time towards Total Mall than that of day time. Total Mall shall provide some special offerings during day time so that more people should come in during day time. It could offer some special kind of product in daytime which will be not available during evening time. In this way it will bring in more number of people during day time for getting the special kind of products but along with that it will be able to sale other products as people do a lot of impulse buying at Total Mall

TABLE 11: Comparison of customers purchasing with planned list of products and purchasing products on unplanned basis

Yes

50%

NO

40%

Ever

10%

CHART 11: representing comparison of customers purchasing pattern

44

10%

yes 50% 40% no ever

Analysis: As shown in the graph out of my total respondents of 150, 50% of customers
come to Total Mall with a planned list of products. 40% of people come in to Total Mall without any planned list of products to be purchased from Total Mall.

Interpretation: As per the data obtained from the customers of Total Mall I interpret
that most of the customers comes in to Total Mall with a planned list of products. Few customers come to Total Mall without any planned list of products and purchases products depending on their selection. These people basically come to the mall and hence get in to Total Mall. Depending on the product category and brand and quality of products they purchases goods. Some couples come to mall and go to food bazaar to have food together and to have chit chat among them. The customer who comes with a planned list of products purchases more products than that of the customers who comes without any planned list of products. So Total Mall should provide more variety and essential goods so that more number of people should come in with a planned list of products.

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TABLE 12: Brand preference of customers towards Total Mall Yes No Depends on category 10% 50% 40%

CHART 12: representing brand preference of customers towards Total

BRAND PREFERENCE

10% 40%

Yes No 50% Depends on category

Analysis: As seen in the above chart it is clearly known that only 10% of people come in
to Total Mall with a list of brands in advance. 50% of people completely deny that they dont prepare in list of brand in advance. 40% of people told that they prepare a list of brand depending on the product category.

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Interpretation:

From this I interpret that customers dont opt for much brand

preference while purchasing products towards Total Mall. A few customers search for brands but depending on the product category. Customers probably dont decide for brands on products as there are not much of known branded products available at Total Mall. On product categories like grocery and clothes, Total Mall has many local branded products. Customers purchase a lot of these as its cheap in price even though its quality is not so good. As most of the customers belong to lower class and middle class people, they purchase those local branded products as it gives them value for money. Different products of the same category have different prices. Quality of products varies with the price. This enables customization of products for various types of customers. Customers search for brands mostly in apparel section. Some customers also pre decides the brand on the local manufactured grocery and food products of Total Mall. Total Mall should include more of the branded products in its each category so that customers have more options to choose among the brands. This will bring in more number of people to Total Mall which will definitely SARJAPURE raise the sales.

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TABLE 13: Comparison of brand preference on different product category

Cloths Grocery Gift Items Electronic Items Leather Items Any Other Item

40% 40% 33% 25% 2% 12%

CHART 13: representing comparison of brand preference on different product category

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

Series1

er le Ite ct m ro ni c Ite m s G ro ce ry G if t Ite A ny m s O th er It em

C lo Le

at h

th s

48

Analysis:

This graph shows that cloths and grocery are the only two items on which

customers mostly prefer the brands that is 40% each. 33% brand preference is on gift items and 25% is on electronic items. Brand preference on leather items is 2% and 12% on any other item.

Interpretation: From this I interpret that some of the products brand are pre decided in
advance and for some of the products customers dont at all pre decide any brand. As per electronic goods are concerned customers pre decide the brand as many branded electronic products are available towards Total Mall. The customers pre decides brands on cloths and grocery most as Total Mall produces much of local brands and also have some well known branded products of clothes with it like flying machine jeans.

TABLE 14: Mode of payment of customers towards Total Mall

Cash Payment Credit Card Debit Card

55% 19% 26%

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CHART 14: representing Mode of payment towards Total Mall

Sales

26% Cash Payment 55% 19% Credit Card Debit Card

Analysis: As per my study is concerned, out of the total respondents 55% of people make
cash payment towards Total Mall. 19% of them uses credit card as their mode of payment and 26% of the people makes payment towards Total Mall through their debit card.

Interpretation: As per the obtained data I interpret that more number of people makes
cash payment towards Total Mall. A fraction of people uses their credit card for payment towards Total Mall and a very few people uses their debit card for payment. I can interpret that quick exchange of money for goods is done towards Total Mall as most of the people mode of payment is cash payment. Hence sometimes Total Mall has to wait for a short time period as some of the customers make their payment through credit and debit card

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TABLE 15: Comparison of factors which encourages customers to come in to Total Mall
Price Service Ambience Product Variety Product Quality Convenience 60% 40% 50% 65% 20% 35%

CHART 15: representing factors which encourages to visit Total Mall

70% 60% 60% 50% 50% 40% 40% 30%

65%

35%

20% 20% 10% 0% Price Service Ambience Product Variety Product Quality Convenience

Analysis: People are mostly encouraged to come to Total Mall because of its cheap price
and availability of variety of products. Around 65% of the total respondent said they are mostly encouraged to come to Total Mall as it has variety options. Even most of the customers said that they get goods there in a discounted price and so they come in to it. Many

51

customers also said that they feel good about the service and ambience provided by Total Mall. Around 35% of customers also said that convenience is also another factor which leads them to come to Total Mall. Product quality is rated at very low that is only 20% which encourages the customers to come to Total Mall.

Interpretation:

From this analysis I interpret that Total Mall is a well known for its

variety options. People mostly come to Total Mall as they get various kinds of products under one roof. It is also clearly known that Total Mall sales its goods at a discounted price as compared to the market. Even it provides a good service and ambience to its customers who encourage them to visit Total Mall more and more times. I can also interpret from this that Total Mall has located itself in a good place from where it is able to attract customers. As a hypermarket which is to be located far off the city, Total Mall has located itself in a good place from where it is convenient for people to visit Total Mall. Total Mall should try and produce more qualitative products so that customers can get more satisfaction and would never think of not doing shopping towards Total Mall.

TABLE 16: Services of the sales personnel towards Total Mall Very good Good Ok Poor Very poor 17% 29% 36% 13% 5%

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CHART 16: representing sales personnel towards Total Mall

40%

35%

30%

25%

20%

36% 29%

15%

10%

17% 13%

5% 5% 0% Very good Good Ok Poor Very poor

Analysis:

The above diagram shows the quality of service provided by the Total Mall

towards the customers among the 150 respondent 17% of customer felt very good. 29% good, 36% of customer felt ok. 13% of felt poor and 5% of felt very poor

Interpretation:

From this I interpret that 36% customers realize service of sale

personnel towards Total Mall is OK, 29% realize good, 17% realize Very Good, 13% realize Poor and 5% customers is very dissatisfied with sales personnels towards Total Mall.

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TABLE 17: Parking space availability towards Total Mal

Less than adequate Adequate More than adequate

45% 45% 10%

CHART 17: representing availability of parking space towards Total Mall

AVAILABILITY OF PARKING SPACE

10% Less than adequate 45% Adequate More than adequate

45%

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Analysis: As it is shown in pie chart most of the people say Total Mall does not provide
adequate parking space. Equal number of people also says that adequate space is provided for parking Total Mall. Only 10% of people say that more than adequate space is available for parking towards Total Mall.

Interpretation: Analyzing the above data, I interpret that customers are not satisfied
with the parking space availability provided by Total Mall. Hence its a threat for Total Mall as it may lose its customers because of less parking space availability. Even though many customers say adequate space is available for parking towards Total Mall but also it is a threat for Total Mall as it is seen more number of people are expected to come in to Total Mall. In holidays probably it will be very difficult for customers to park their vehicle towards Total Mall.

TABLE 18: Customers preference towards More hyper market

Yes No

65% 35%

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CHART18: representing customers preference towards more hyper market

35% yes 65% no

Analysis: Out of my total respondent of 150 customers, 65% of them say they go to their
nearby more hyper market and 35% said that they dont at all go to any more hyper market. This shows that majority of people go to more hyper market even though they visit Total Mall. But some customers are there who never goes to any more hyper market.

Interpretation:

As per the given data I analyze that most number of people tend to

purchase goods from nearby More hyper market even if they come to Total Mall. I can conclude from this that a more hyper market is a competitor of Total Mall. Some customers never go for shopping in more hyper market as of it does not have much variety option available with it. Probably they are more interested in having a shopping experience rather than to just go and purchase goods from more hyper market.

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TABLE 19: Comparison of Total Mall with More hyper market

shopping Total Mall More hyper market

Price 70% 30%

Service 50% 50%

Variety 100% 0%

Quality 40% 60%

Convenience 25% 75%

Experience 90% 10%

Ambience 95% 5%

CHART 19: representing comparison of Total Mall with More hyper market
120 100 80 60 40 20 0

100 70 50 30
Price Service Variety Quality

90 75 60 40 25

95 Total Mall More Hyper

10
Convenience Shopping Experience

Ambience

Analysis: The above graph shows the comparison of different factors between Total Mall
and a nearby more hyper market. 70% of people say Total Mall provides goods at a cheaper

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price as compared to that of a more hyper market. 50% of people say Total Mall provides better service and another 50% of them say more hyper market provides better service. Each and every customer that is 100% agrees that there is more variety of products available at Total Mall than that of More hyper market. As per quality of goods is concerned 60% of the customer say More hyper market provides better qualitative products while 40% of the customers say Total Mall also provides qualitative products. 75% people say it is more convenient for them to go to a more hyper market while 25% of them say going to Total Mall is more convenient for them. 90% of respondents said it is a good shopping experience at Total Mall while 105 of them said that they also have a good shopping experience at more hyper market. As per ambience is concerned 95% of customers said Total Mall provides much nice ambience than Total Mall while 5% of them said that ambience provided by More hyper market is also equivalent to that of Total Mall.

Interpretation: I interpreted from this that a more hyper market is one of the competitor
of Total Mall. It is a threat for Total Mall as some of the attributes of a more hyper market provides more satisfaction to customers. Total Mall should try to improve on each of its attributes and out compete the more hyper market so that it can convert the customers of more hyper market to be the customers of Total Mall.

TABLE 20: Comparison of Total Mall with others Organized retailers based on following points

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shopping

Price

Service

Variety

Quality

Convenience

Experience

Ambience

Total Mall O. Org. Retails

45% 55%

50% 50%

55% 45%

52% 48%

54% 46%

46% 54%

58% 42%

CHART 20: representing comparison of Total Mall with other organized retail shops

70 60 50 40 30 20 10 0 Total Mall Other Outlets

Analysis: The above diagram shows the comparison of Total Mall between other organized
retail outlets among the 150 respondents in that 45% of customers say Total Mall price is more than the other outlets while 55% of people said they are not impressed with the price 59

factor. 50% of people say they provide better service like other retail outlets. 55% of people say they are happy with variety of goods and services available at Total Mall while 45% of not happy with the service provided by the Total Mall. 52 % of people agree with the quality of products while 48% people said they would not agree with the quality of the products. 54% of people say it more convenient for them to visit Total Mall rather than the other outlets. 46% of people said good shopping experience while 54% of people say that other outlets are more than the Total Mall.58% of people said that they like ambience at Total Mall while 42% of respondent not much like ambience at the Total Mall.

Interpretation: I interpreted from this that other organized stores is another competitors
of Total Mall. It is a threat for Total Mall as some of the attributes of other organized stores provides more satisfaction to customers. Total Mall should try to improve on each of its attributes and out compete the other organized stores.

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CHAPTER-5
Findings

SWOT Analysis:
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SWOT Analysis is a method used to evaluate the Strengths, Weakness, Opportunities and Threats for a business concern. It involves identifying the internal and external factors that are favorable and unfavorable to that particular business concern.

The internal factors may be viewed as strengths or weaknesses depending on their impact on the organizations objectives. What may represent strengths with respect to one objective may be weaknesses for another objective. The factors may include personnel, finance, manufacturing capabilities, and so on. The external factors may include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position. The results are often represented in form of a matrix.

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The SWOT Analysis is as follows:

Strengths:
TOTAL has the highest brand equity in market; known for its aggressive pricing and best value for money There is a set of loyal customers to TOTAL; there are high percentage of customers who comes to TOTAL more than once in a month TOTAL also scores among its peers in terms of the space of each of the property; each property is around 150,000 square feet. This enable the consumer for a hassle free shopping Also the space advantage enables TOTAL to merchandise an array of products at one single stop point TOTAL is one of the highest spender in marketing(advertisements) TOTAL enjoys the best relation with vendors because of the flexibility it offers to the vendors (because of a lien organization and regional approach). This makes TOTAL to get best inputs (margins, trade discounts, extended credit, preference in offer stocks, etc)

Weakness:
TOTAL is a regional player; this makes in certain cases to get discriminated treatments from stakeholders High attrition rate and untrained manpower; being in service industry having well trained manpower is very critical Lack of well defined processes; currently TOTAL has only 5 stores, able to manage without a well laid process. When it expands a well laid down process is very important 63

Opportunities:
Indian organized retail is still at 4% to 5% of countrys retail market. There is enormous growth left unexplored. With the growing GDP, double income families, changing consumer behavior organized retail is bound to grow Recent governments policy change of allowing 51% FDI in retail

Threats:
Increase in competition; leading global players like Wall mart, Carrefour are to enter into India who have the rich experience of Retail worldwide Adoptability of so called mom & pop stores to compete with organized retail

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FINDINGS
Most of the customers buy their requirement towards Total Mall on the basis of Weekly and monthly basis. Customers realized that Total Mall stores provide qualitative products/service with reasonable price. At present time Total Mall provide different types of product assortments to the customers. Continuously opening of Total Mall chains in different major cities, SARJAPURE raising quantities of the customers & profit show that Total Mall most accepted name in organized retail chain in India. Total Mall mainly deals with middle income group people who want qualitative product with reasonable cost. Total Mall has a good reputation of itself in the market. Total Mall has positioned itself in the market as a discounted store. Total Mall holds a huge customer base. The majority of customers belong to middle class family. Impulse customer satisfaction comes in to play most of the times towards Total Mall. There are more than 50 Total Malls in different cities of India; it seems that there is a vast growth of Total Mall lying as customers demand is SARJAPURE raising for Total Malls. Total Mall is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food items, electronic items, leather items, watches, jewelers, crockery, decorative items, sport items, chocolates and many more. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year. 65

The major players in retail industries are Total Mall, Total Mall, The Tata Groups (Croma) Reliance Retail, More hyper market & Star Bazaar etc.

66

CHAPTER-6
Recommendations

67

SUGGESTIONS

Total Mall should include more of branded products its product category so as to attract the brand choosy people to come in to Total Mall.

Total Mall should provide large parking space for its customers so that they can easily park their vehicles.

It should make different cash counters for different customers. Cash counter and credit card payment counter should be placed differently in order to reduce the rush and save the customers time. This will be a kind of motivator for the customers of Total Mall.

The service of the sales person is needed to be improved. Personal care should be taken by the sales person for the customers so that the customers feel good.

During the off peak hours Total Mall should provide some offers to its customers so that people would be encouraged to come to Total Mall during off peak hours. The

68

customers who are present in the mall during the off peak hours of Total Mall will definitely go in to Total Mall if surprise offers are made at that time.

Customer care department is needed to take proper care of customer complaints and queries. The person sitting at the help desk of Total Mall should be able to provide all necessary information to the customers whenever it is required.

The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to Total Mall during those days.

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CHAPTER-7
Conclusion

70

Conclusion
Total Mall is a major shopping complex for todays customers. It is a place where customers find variety of products at a reasonable price. Total Mall has a good reputation of itself in the market. It has positioned itself in the market as a discounted store. It holds a huge customer base. The majority of customers belong to middle class family. The youth generation also likes shopping and moving around Total Mall. Volume sales always take place towards Total Mall. Impulse customer satisfaction comes in to play most of the times towards Total Mall.

Total Mall is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food items, electronic items, leather items, watches, jewelers, crockery, decorative items, sport items, chocolates and many more. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year. It holds a large customer base and it seemed from the study that the customers are quite satisfied with

71

Total Mall. As of now there are 34 Total Malls in different cities of India, it seems that there is a vast growth of Total Mall lying as customers demand is SARJAPURE raising for Total Malls.

Total Mall is a hypermarket store where varieties of products are being sold on different product category. It has emerged as a hub of shopping specially for middle class people. Different types of products starting from a baby food to pizzas all are available under one roof. In Bangalore it is the middle class people who mostly do marketing from Total Mall. Even most of the people do their monthly shopping from Total Mall. People not only visit Total Mall to do shopping but also visit for outing purpose as it provides a very nice ambience to its customers. As people go to malls they just tend to move around Total Mall whether it is for shopping purpose or for outing purpose. Grocery, apparels and food items are the products which are demanded most by the customers of Bangalore towards Total Mall. The major drawback of Total Mall is that it lacks in providing enough parking space for its customers. This may discourage the customers to come to Total Mall and shop as they face difficulty in parking their vehicles. Even though some customers say that they dont feel problem in parking their vehicle, it is because of the parking space available to them by the mall. As it is surveyed it seems that the biggest competitors of Total Mall are the more hyper market, discounted specialty stores like De mart, Total Mall, Hyper city, The Tata Groups (Croma), Reliance Retail, & Star Bazaar etc.

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ANNEXURE(S)
Questionnaire PART-1
1. Name: 2. Age: 3. Gender: 4. Address: 5. Qualification: 6. Profession: 7. Ph. 8. Whats your monthly income? a) Below 10,000 b) 20,000 40,000 c) 40,000 60,000 d) More than 60,000

PART-2 1. How frequently do you visit Total Mall? a) Weekly b) Monthly c) Quarterly 73

d) On unplanned basis 2. Apart from Total Mall do you intend to visit any other retail outlet in a Mall? a) Yes b) No

3. If yes then what are the other retail outlets do you intend to visit in a mall? a. Garment Outlet b. Footwear Outlet c. Food Court d. Entertainment e. Gift Corner f. Jewelers and Watches store 4. What is the purpose behind visiting Total Mall? e) Shopping f) Outing g) Others 5. What type of products do you mostly purchase towards Total Mall? a. Cloths b. Grocery c. Food Item d. Leather Item e. Electronic Item f. Gift Item g. Any other Item

6. On an average how much amount of money do you spend in a visit to Total Mall? a. Below 500 b. 500 1000 c. 1000 1500 d. 1500 2000 e. More than 2000

74

7. How much time do you spend in a visit to Total Mall? a. Less than half an hour b. Half an hour to 1 hour c. 1 hour to 1 hours d. 1 hours to 2 hours e. More than 2 hours

8. Which days of the week do you prefer to visit Total Mall? a. Week days b. Weekends

9. Which time of the day do you mostly prefer to visit Total Mall? a. 10am 1pm b. 1pm - 3pm c. 3pm-6pm d. 6pm 10pm 10. Do you go with a planned list of products to be purchased from Total Mall? a) Yes b) No c) some time

11. Do you prepare a list of brands in advance when you visit to Total Mall? a) Yes b) No c) Depends on category

12. In which categories of products do you pre-decide the brands? a) Cloths b) Leather Items c) Electronic Items d) Grocery e) Gift Items f) Any other Item

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13. What is your mode of payment towards Total Mall? a) Cash payment b) Credit Card c) Debit Card

14. What encourages you to visit Total Mall? a. Price b. Service c. Ambience

c. Product Variety d. Product Quality e. Convenience 15. How would you rate the services of the sales personnel towards Total Mall on a 1 5 scale? a. Very good b. Good c. Ok d. Poor e. Very poor

16. How is the parking space availability towards Total Mall? a) Less than adequate b) Adequate c) More than adequate

17. Do you go to more hyper market? a) Yes b) No

18. Compare your nearest more hyper market with Total Mall.

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I. I. I. I. I. I. I.

More hyper market More hyper market More hyper market More hyper market More hyper market More hyper market More hyper market

a) Price b) Service c) variety d) Quality e) Convenience f) Shopping experience g) Ambience

II. II. II. II. II. II. I.

Total Mall Total Mall Total Mall Total Mall Total Mall Total Mall Total Mall

19. Compare others organized retail stores with Total Mall on the following parameters. I. Total Mall a) Price II. Others Organized Retailer

I.

Total Mall

b) Service

II. Others Organized Retailer

I.

Total Mall

c) Variety

II. Others Organized Retailer

I.

Total Mall

d) Quality

II. Others Organized Retailer

I.

Total Mall

e) Convenience

II. Others Organized Retailer

I.

Total Mall

f) Shopping experience

II. Others Organized Retailer

I.

Total Mall

g) Ambience

II. Others Organized Retailer

77

THANKING YOU

Bibliography
BOOKS
Kotler Philip, marketing management, (Pearson education, 12th edition)

Malhotra K. Naresh, marketing research (An applied orientation), Research design, (Prentice hall of India pvt. 5th edition) Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)

Newman A.J. and Cullen P, Retailing, Environment and operations

INTERNET WEB PAGE

TotalMall.co.in Organizedretail.co.in Retail seminar. In 78

Retailing.co.in Google.com Wikipedia.org

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