Académique Documents
Professionnel Documents
Culture Documents
BY
SANTANU SAHOO
(ROLL NO - 3081)
Of
A PROJECT REPORT
Submitted to the
Of
IN
MARKETING
MAY- 2008
[1]
CERTIFICATE
VISHWANI INSTITUTE OF
[2]
Acknowledgement
[3]
DATE: 27-04-2008
LIST OF CONTENTS
1 INTRODUCTION 6
1.1 General
1.2 Need for the study 8
1.3 Scope of the study
1.4 Industry Profile 9
1.5 Company Profile
2 RESEARCH METHODOLOGY 10
2.1 Type of Research
2.2 Statement of Objectives
2.3 Research Instrument 11
2.4 Questionnaire Design
2.5 Data Collection
2.6 Sampling Procedure 12
2.7 Sample Size
2.8 Period of Study
2.9 Pilot Survey
4 SUMMARY OF FINDINGS 17
4.1 General Findings
[4]
4.2 Statistical Findings
5 SUGGESTIONS AND
RECOMMENDATIONS
6 CONCLUSION
APPENDICES(QUESTIONNNAIRE) P1-P2
REFERENCE 20
Frequency
5 CF Cumulative Frequency
6 HO Null Hypothesis
7 H1 Alternative Hypothesis
[5]
CHAPTER – 1
INTRODUCTION
Marketing has become a complicated job with the increase in the number of
product trades and with the changing life style of people, never a producer directs
approaches the consumers for his products and services in a same way consumer
will never directly knock the door of produces for his need and his wants in this or a
specified wings has to play to keep the role between there two parties to construct a
harmonious relationship.
Moving ahead we first define the term consumer value as: Consumer value is
defined as the ratio between the customer’s perceived benefits (economic, functional
and psychological and the resources (monetary, time effort, psychological ) used to
obtain those benefits.
[6]
How do buyers form their expectations? Based on a general study conducted in this
field of analyzing the buying pattern it is understood that Customers expectations
finds its evolution from the past buying experience, friends’ and associates’ advice,
and marketers’ and competitors information and promises. If marketers create a high
degree of expectancy, the buyer is likely to be disappointed. Conversely, if the
company sets expectations too low, it fails to attract enough buyers (although it
might satisfy those who do buy).
Today some of the most successful companies are raising the expectations
associated with their product or service and therein are striving to deliver their
performances to match these expectations. These companies are aiming for what is
known as – Total Customer Satisfaction ( TCS).
ATTRACTING CUSTOMERS
Today’s customers are becoming harder to please. They are smarter, more price
conscious, more demanding, less forgiving and they are approached by many more
competitors with equal or better offers..
Companies seeking to expand their profits and sales have to spend considerable time
and resources searching for new customers. To generate leads, the company
develops ads and places them in media that will reach new prospects; it sends direct
mails and makes phone calls to possible new prospects; its sales person participate
in trade choice where they might find new leads; and so on. All this activity
products a list of suspect. The next task is to identify which suspects are really good
prospects.
CUSTOMER RETENTION :
[7]
The over objective of providing value to customers continuously and more
effectively is because the competitors also to try to acquire highly satisfied ( Even
delighted) customers ; the organization’s strategy of customer retention makes in the
best interest of customer
to stay with the company rather than switch to another firm. In almost all business
situations it is more expensive to win new customers than to keep the existing ones.
Studies have shown that small reductions in customer defections produce significant
in profits because of the following reasons.
1 Loyal customers buy more products
2 Loyal customer are less price sensitive and pay less attention to competitors
advertising
3 Servicing existing customers, who are familiar with the firms offering and
processes, is cheaper.
4 Loyal customers spread positive word or mouth and refer other customer.
After purchasing the product, the consumer will experience some level of
satisfaction or dissatisfaction. The marketer’s job does not once the produce is sole.
Marketers need to constantly monitory post purchase satisfaction, post purchase
actins an post purchase produce uses.
What is the market size and scope of the Organized Retail in India?
What and where are the growth prospects and issues related to the industry?
What are the factors driving growth in this sector?
Size of organized market segment wise and its growth prospects.
Who are the major players in Indian Retail Industry, their presence and strategies
being used by them and their market positioning?
What are the opportunities & challenges in front of the retailers in India and
emerging
[8]
.Market is immense for this sector is poised for the highest growth in the
next 5 years. The India retail industry contributes 10% of the countries GDP and
its current growth rate is 8.5%. In the Indian retail market the scope for growth can
be seen from the fact that it is expected to rise to US$ 608.9 billion in 2009 from
US$ 394 billion in 2005.
The organized retailing sector in India is only 3% and is expected to rise to 25-
30% by the year 2010. There are under construction at present around 325
departmental stores, 300 new malls, and 1500 supermarkets. This proves that there
is a tremendous scope for growth in the Indian retail market.
INDUSTRY PROFILE
India has been operating within her own unique concept of retiling. Retailing in its
initial period was witnessed at the weekly gathering in a market place where
vendors put on display their goods. Of course, this practices still prevalent in many
towns & cities in India. Then the market saw the emergence of the local baniya &
his neighborhood kirana shop . these were the common local mummy-daddy stores,
located in residential areas. Such shops stocked goods with multipurpose utility &
were built with the vision of providing convenience at the doorstep of the consumer.
However, the post liberalization era, saw retail industry undergoing a revolutionary
changes. The changes in the organized retail industry are visible in the form of new
retailing formats, modern techniques , exclusive retail outlets , etc. Acceptance of
customer of innovative retailing trenda can be attributed to :
[9]
• Increase per capita spending by consumers.
• Growth in the number of double income households.
RELIANCE FRESH
Company Profile
Reliance Fresh is the retail chain division of Reliance Industries of India which is
headed by Mukesh Ambani. Reliance has entered into this segment by opening new
retail stores into almost every metropolitan and regional area of India. Reliance
plans to invest Rs 25000 crores in the next 4 years in their retail division and plans
to begin retail stores in 784 cities across the country. The Reliance Fresh
supermarket chain is RIL’s Rs 25,000 crore venture and it plans to add more stores
across different g, and
eventually have a pan-India footprint by year 2011. The super marts will sell fresh
fruits and vegetables, staples, groceries, fresh juice bars and dairy products and also
will sport a separate enclosure and supply-chain for non-vegetarian products.
Besides, the stores would provide direct employment to 5 lakh young Indians and
indirect job opportunities to a million people, according to the company
CHAPTER – 2
RESEARCH METHODoLOGY
‘Research’ means a scientific and systematic search for pertinent information on a
specific topic. Research is a careful investigation or inquiry especially through
search for new facts in any branch of knowledge. Research comprises defining and
redefining problems, formulating hypothesis or suggested solutions; collecting,
organizing and evaluating data; making deductions and reaching conclusions; and at
last carefully testing the conclusions to determine whether they fit the formulating
hypothesis.
[10]
Descriptive type of research has been used in this study ; it involves surveys
and fact findings enquire of different kinds the major purpose of descriptive research
is the description of the state of affairs, as it exists at present. The main
characteristics of this method are that the researcher has no control over the variable;
he can only report what has happened or what is happening. The methods of
research utilized in descriptive research are survey methods of all kinds, including
comparative and correlation methods.
[11]
The structured questionnaire for consumers and dealers was framed with the
following types of questionnaires open ended, closed ended, multiple choice, Rating
and Ranking types of questions.
Primary data
The primary data are those that are collected through questionnaire and
direct personal interview. The questionnaire was framed in such a manner to obtain
correct information, graded suitably for the study. All the questionnaires were
collected through personal contact from the respondents.
Secondary data
[12]
research study may include study objects, which are conveniently located. Research
findings based on convenient sampling however, cannot be generalized.
2.7SAMPLING SIZE
Due to time and resource constraint the sample size has been taken as 150
for customer. In consultation with the company guide and the project guide.
A pilot survey with 25 samples from customers was conducted for testing the
validity of the questions. It was found that there was no need for changes in the
questionnaire and hence the same questionnaire was used for final survey also.
CHAPTER – 3
[13]
The data after collection has to be processed and analyzed in accordance
with the outline laid down for the purpose at the time of developing the research
plan. This is essential for a scientific study and for ensuring that we have all the
relevant data. Processing implies editing, coding, classification and tabulation of
collected data so that they acquiescent to analysis.
The term analysis refers to the computation of certain measure along with
searching for patterns of relationships that exists among data-groups. Thus “in the
process of analysis, relationships of differences supporting or conflicting with
original or new hypothesis should be subjected to statistical tests of significance to
determine with what validity data can be said to indicate any conclusions”.
Table: 3.1.1
OCCUPTION OF RESPONDENTS
INFERENCE:
Table: 3.1.13
MOST EFFECTIVE
MEDIA FOR ADVERTISING RELIANCE FRESH
[14]
S. No. Factors No. of Respondents Percentage %
1. Newspaper & Magazines
2. Television
3. Internet
4. Banners & hoarding
5. At the point purchasing
posters
Total
INFERENCE:
Table: 3.1.14
INFERENCE:
[15]
main advantage of using the non-parametric test that, the researcher can analyze
qualitative data.
The name chi-square is generally denoted by the symbol(x2)
Properties:
1. Chi-square cannot be negative in value; it is 0 or a positive value.
2. Chi-square is not symmetrical; it is skewed to the right.
3. There is different chi-square distribution for every number of degrees of
freedom
4. For degrees of freedom exceeding 30, the chi-square distribution
approximated
by the normal distribution.
Formula:
The chi-square test is given by the formula,
Chi-square = Σ (O-E) 2 / E
Where, O - Observed frequency
E - Expected frequency
Steps in the Chi Square:
Step 1: Setting hypothesis – Null hypothesis Ho and alternative hypothesis
H1. In
Ho there is no significance difference between the given variable. In
H1,
here is significant difference between the given variable.
Step: 2 finding the calculated value from the chi square value using the
formula.
Step: 3 finding the tabulated value from chi square table for the level of
significance 3% of freedom (N – 1)
[16]
3.2.2 WEIGHTED AVERAGE:
Where the relative importance of the different items is not the same,
weighted arithmetic mean is computed. The term “weighted stands for the relative
importance of the different items. The formula for calculation is,
Multiply the weights attached to the variable and obtain the total WX
Divide the total by some of the weights. That is W incase of frequency
distribution is f1, f2, f3,………………. In are weighted given by the
formula.
Σ WX
XW =
ΣW
FORMULA:
Dmax = | fo(x) – fe(x) |
Where, fo(x) = Observed cumulative frequency.
Fe(x) = Expected cumulative frequency.
For a sample (n) at 5% level of significance, the critical value of D can be given
by,
1.36 / √ n
Decision arrived from the test is based on calculated value. Comparing with
the critical value (table value); if the calculated value is higher we accept the
alternative hypothesis. Similarly if the calculated value is less than the critical value
we accept null hypothesis.
[17]
CHAPTER – 4
SUMMARY OF FINDINGS
CONCLUSION
QUESTIONNAIRE
CUSTOMER SURVEY:
1. Which retailer you know?
Pantaloon Big Bazaar India bulls
retail mart
Reliance fresh ITC fresh
RPG Spencer
RPG Spencer
__________________________________
[18]
Brand image Recommended by
friends and
Relatives
Advertisement Brand Reputation
P1
9. Rank the following factors that influenced you to purchase product from
Reliance Fresh?
RANKS
FACTORS 1 2 3 4 5
Price
Quality
Performance
Availability
Reliability
Service
[19]
Technology
10. What is your opinion about the awareness of the Brand Reliance Fresh?
Very high High
Medium Low
P2
11. What is your key association when you hear the Brand Name Reliance
Fresh?
Good service Good features
Good quality Implementation of
New Technology
Reasonable price others please specify
_____________________
12. Whether you will switch over to other brands if more benefits are given?
Yes No
13. Whether Reliance Fresh satisfied your expected and perceived quality?
Strongly agree Agree
Neither Agree nor Disagree Disagree
Strongly Disagree
[20]
Pantaloon Big Bazaar India bulls retail
mart
Reliance fresh ITC fresh
RPG Spencer
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RESPONDENT’S PROFILE:
Name / Company :
Age :
Sex : Male / Female
Address :
References;
P3
[21]
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