Synopsis of Project Titled

INDIAN RETAIL INDUSTRY- COMPETITIVE SCENARIO

& KEY SUCCESS FACTORS FOR RETAIL APPAREL
STORES IN INDIA

Submitted by
ASHISH SAXENA

Enrollment No.
061609777

Submitted to

School of Management Studies

INDIRA GANDHI NATIONAL OPEN UNIVERSITY
 TABLE OF CONTENT

1. RATIONALE OF THE STUDY

2. OBJECTIVE OF THE STUDY

3. RESEARCH METHODOLOGY

4. EXPECTED CONTRIBUTIONS OF THE STUDY

5. LIMITATION

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 RATIONALE OF THE STUDY

Retailing is the final step in the distribution of merchandise - the last link in
the Supply Chain - connecting the bulk producers of commodities to the final
consumers. Retailing covers diverse products such as foot apparels, consumer
goods, financial services and leisure. The organized retail sector is expected to
grow at 6% by 2010 and touch a retail business of $ 17 billion as against its
current growth level of 3%, which at present is estimated to be $ 6 billion. As
India moves towards the service oriented economy, a rise in this percentage is
expected. The number of the retail outlets is growing at about 8.5% annually in the
urban areas and in towns with population between 1,00,000 to 1 million; the
growth rate is about 4.5%. Organized retailing is witnessing a wave of players
entering the industry. These players are experimenting with various retail formats.
Yet, Indian retailing has still not been able to come up with many successful
formats that can be scaled up and applied across India. Some of the notable
exceptions have been garment retailers like Madura Garments & Raymond’s who
scaled their exclusive showroom format across the country.

This research project is undertaken with a view to analyse the trends in the Indian
Apparel Industry with reference to changing trends in buying behaviour of
consumers. The aim is to understand the effect of increasing income levels of
consumers on the apparel industry.

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 OBJECTIVES OF THE STUDY

The main objectives of the research are:

 To study the changing trends in branded apparel industry

 To analyse the key aspects of apparel retailing

 To study the targeting segmenting and positioning in the apparel industry.

HYPOTHESIS

 Increasing income levels of consumers have a positive effect on the growth of

apparel industry.

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 RESEARCH METHODOLOGY

In order to accomplish the objectives of the study, it is essential to articulate the

manner in which it is to be conducted, i.e., the research process is to be carried-out

in a certain framework. The Research Methodology, which follows, is the

backbone of the study.

Research Design

The research will be ‘descriptive’ in nature. The study is aimed at describing the
existing phenomenon. For that matter I will consult various magazines,
newspapers, books , reference materials and internet.

PRIMARY DATA

Questionnaire Survey: A questionnaire survey will be conducted for the purpose

of the study. I will be designing two questionnaires for the purpose of survey, the
first questionnaire will be prepared for the Retailers and the second questionnaire
will be designed for Customers.Collected information will be analyzed under the
light of the literature and survey.

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SECONDARY DATA

Secondary data is the data, which already exists. I will use secondary data for the

purpose of study. Secondary data will be collected mainly through internet and

some help will be taken from books and articles.

SAMPLING DESIGN:-

Sampling Element: The basic elements to be studied are the Store Incharge’s and
Customers visiting the selected Malls and stores.

Sampling Unit: Store Incharge’s and Customers

Method: - The approach of convenience sampling will be used for survey.

Sample Size: A sample size of 50 Retailer’s and 100 Customers (approx) will be
taken.

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 EXPECTED CONTRIBUTIONS OF THE STUDY

MBA curriculum is designed to give more practical exposure to the student so that

he/she can make use of the theoretical knowledge in the real life situations. With

this thrust, project work is included in the curriculum, which provides opportunity

to researcher to gain practical insight of the market. This hands-on experience

helps him/her in identifying the critical factors like changing trends in buying

behaviour of consumers. This rich experience will be of great help in researcher's

future endeavors. And it also solves the purpose for the partial fulfillment of MBA

curriculum.

The research can be useful source of information for similar projects. The research

can also be used for academic purpose in the field of marketing research.

LIMITATION OF THE STUDY

1. Certain unavoidable errors will come into the study like non-response error,

hasty response, etc.

2. The tendencies among the respondents to amplify or filter their responses

under the testing conditions cannot be denied.

3. 'Drop in' or 'Go through' error might distort the findings of the research.

4. Time constraint is another limitation for the study.