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“Khushali Bazaar”
(Triveni Group)
“Consumer perception towards rural mall in
the region of Bijnaur
SUBMITTED TO
MR SHAILESH GUPTA‘SIR’
FACULTY, IPM MEERUT
We would like to give my sincere regards to Mr. Shailesh Gupta Sir for
giving us the permission for undertaking the project and guiding us to
complete this project within a stated time period. We would also
profoundly thank to all my respondents who very patiently responded and
provided us with all the necessary information without which completion
of this project was quiet impossible and a special thank to Mr Anup Kr.
Athaya(Branch Manager) Mo. 9897040628 for providing me a fruitful
information.
We are also very grateful to Our Director sir Respected Mr Asit Mohan
who managed the basic requirement needed to complete the research
project. We are also very thankful to Respected Mr Majumdar sir who
assisted us during carrying the research project.
Bijnaur Group
(PGDM SEM 2)
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PREFACE
Practical aspect gives more knowledge and experience than the theory and
no learning can be completed without practical aspect.
This project is one of the most important parts of our curriculum for
management students, its basic idea is to strengthen the student’s concept
through practical training and make them equipped with recent
development in the changing trends of market.
Bijnor Group
(PGDM SEM 2)
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TABLE OF CONTENT
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EXECUTIVE SUMMARY
The Indian rural market with its vast size and
demand base offers great opportunities to
marketers. Two-thirds of countries consumers
live in rural areas and almost half of the
national income is generated here.
This report contains a study on consumer
behavior in rural market. The research is
conducted in Khushali Bazar, Bijnaur district in
U.P . Which is a strategic business unit of
Triveni Engineering and Industries Ltd.
Although the rural market does offer a vast
untapped potential, it also recognized that it is
not that easy to operate in rural market
because of several problems.
Rural marketing is thus a time consuming affair
and requires considerable investments in terms
of evolving appropriate strategies with a view
to tackle the problems.
The more daring Rural marketers are meeting
the consequent challenges of availability,
affordability, acceptability and awareness
(the so-called 4 As).
They are focusing to give latest products at
the best prices and quality to the customers of
semi-urban and rural region. We thrive to
bridge the gap between big cities and small
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towns by reducing the dependency on the
cities for our customer’s immediate needs and
thereby empowering semi urban and rural
India with wider choice.
COMPANY PROFILE
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Corporate Social Responsibility
The Company also took the following initiatives during the year:
Education Initiatives
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• The distillery business group also contributes in the community
development by providing support to local school, building
culvert, installation of hand pumps and also helped in
environmental hygiene.
Objective
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Methodology
The seven major steps may be placed in three groups as follows first
three is initiating or planning of a study, which comprises the first four
steps in our determining.
First
1. What the problem is
2. What data are needed?
3. How to obtain those data
4. from whom
Second
5. The gathering and processing of data
Third
6. The interpretation of data
7. Presentation of data
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The scope and importance of the research function may considerably
vary firm to firm. However marketing research offers many
advantages in terms of improving planning and positioning their
product in different location.
Research design
SOURCE OF DATA
The method of collecting data comprises of the two ways they areas
follows:
Primary Data
Secondary Data
Primary Data
For the project We have used the PRIMARY DATA which was collected
through the use of INTERVIEW AND OBSERVATION.
Secondary data
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The SECONDARY DATA was also, collected through
(a) Internet
(b) Magazines
RESEARCH APPROACHES:-
RESEARCH INSTRUMENTS:-
SAMPLING PLAN
SAMPLE PROCEDURES:-
To obtain a representative sample I have used convenience
sampling under observational design and sampling design.
CONTACT METHOD:-
For collecting the required data for the fulfillments of the objectives of
my project, we have used Observation and Interview method.
GATHERING METHOD:-
When all the tasks of research plans are designed, its time to implants
the tasks. We have collected the data with the selected research
instruments in the chosen areas of research.
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ANALYSIS OF INFORMATIONS:-
REPORT PRESENTATION:-
30%
Rural Consumer
Semi Urban
consumer
70%
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70% consumer are from Semi Urban area and 30% consumer are from
Rural area who visit to this Rural Mall.
8% 7%
10%
5 to 15
15 to 25
25 to 35
25% 35 to 45
50% 45 and above
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Interpretation:- The maximum footfall comes under the age group of
35 to 45 years.
Product Availability
Product Availability
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Interpretation :- The Main focus of the rural mall is to cater the
consumer product including household kitchen, grocery, cloths, and
fashion items. The other major part of the product is agriculture based
product like seeds, fertilizers, insecticides etc
Promotion Strategy
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Promotion Strategy
Door to door
Door to door Campaign
Campaign
News paper
25%
Field Staff
Ricksaw campaign
45% News paper
6%
Hoarding
Hoarding Ricksaw
4% campaign Field Staff
20%
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Views about the Price of the Product
Very
Don't Know, Expensive,
5% 6%
Very Expensive
Expensive
Expensive, Moderate
4% Don't Know
Moderate,
10%
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that particular area it was converted in to semi urban mall at this time. We
talked to 20 people who came their and we also talked to 30 nearer rural
people and we have learned their many things.
Many people come their regularly and they purchase personal care product
and home care product also. Those factors are influenced to the people to
this mall:-
1. All the necessary things which are mostly used in home available in one
roof.
2. Their services regarding to the customers are very good they give very
fast service.
4. Offers are given by mall attract people. They give many offers like:-
Towels 99Rs per Kg.
5. People also attract by some other offers which are given by mall like pen
free with Horlicks, one cup free with 200gm Coffee etc.
9. Rate of all product is genuine and cheaper than others market due to this
many people are attracted by mall.
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1. Many of the people purchase things their own reliable shop. They believe
on them more in comparison to mall.
2. Rural people buy on credit basis so they want to go on their well known
shop.
3. Many people believe that rate of mall is very high in the comparison to
general shop.
4. Rural people have general faith that malls are made for higher class.
Findings
Store manager: - Mr. Anup Kumar Athaya
Store: - Khushali Bazaar, Bijnor
Parent Company: - Triveni Retail Venture Retail Ltd
Scope of the Company: - Agri Business Division
No. of Hub: - 42
Area: - UP and Uttranchal
Head Quarter: - Noida
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Promotion Strategy:-
Door to Door Campaign
News Paper
Rickshaw Campaign
Hoardings
Field Staff
BRAND AWARENESS
Cost and Quality
Only Quality Product
Market purchasing decision
Storage of FMCG Products
Hodge Amount of competition from Local Market
Agri products
Seasonal Products
Fertilizers
Sales Keeping Unit Sales Volume based items
Targeted Area:-
Radius Area: - 5 kms
Coverage village: - 20 villages
Limitations
Although we have given our 100 percent for doing this project.
But still are certain limitations while doing the research work.
Some of the limitations are as follows.
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1. One of the biggest limitations with this project work is the
time factor. Since we have got only 1 days for doing this
research, therefore we think it is a very less time for doing
this project work. Time is very much limited and as a result
we are restricted with the time boundation.
Conclusion
From our survey and research we found that the rural mall the
Khushali bazaar establish with the aim of rural population but because
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of competitions and some paradam shift it changed the segment and
turn into semi urban and rural segment both
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BIBLIOGRAPHY:
Business Standard
Economic Times
Times of India
www.google.com
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Limitations
Although we have given our 100 percent for doing this project.
But still are certain limitations while doing the research work.
Some of the limitations are as follows.
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10. In some questions, the respondent does not gives us
answer and just says that I am not permitted to say
anything concerning this.
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