CHAPTER-I INTRODUCTION

1.1 INTRODUCTION OF THE STUDY

The word retail means to sell or be sold directly to individuals. Retail is Indias largest industry, and arguably the one with the most impact on the population. It is the countrys largest source of employment after agriculture, has the deepest penetration to rural India, and generates more than 10percent of Indias GDP. However, retailing in India has so far, been mostly in the hand of small disorganized entrepreneurs. It is also Indias least evolved industries. In fact, it is not even considered a real industry. The industry suffers from lack of management talent, poor access to capital, unfavorable regulation and denial of access to best practices. The Indian retail industry is only now beginning to evolve in line with the transformation that has swept other large economies. Fifty years of restricting the consumer goods industry, a national mindset which favored denial over indulgence, and a fractured supply chain for agricultural products have all contributed to prevent the development of modern tenants based on scale advancements and consumer preferences. India has some 12 million retail outlets, but many of these act merely as subsistence providers for their owners and survive on a cost structure where labor and land is assumed to be free and taxes nil. Compare this with the global retail industry, which is one of the worlds largest organized employers, is at the cutting edge of technology, and which leverages scale and scope to offer value-added services to its customers. However, only recently has there been an awakening in this sector, with more organized retailers starting to make an impact. The liberalization of the consumer goods industry, initiated in the mid-80s and accelerated through the 90s has begun to impact the structure and conduct of the retail industry. Backed by changing consumer trends and metrics, liberalization in mindsets driven by media, new opportunities and increasing wealth, retailing in India, presents a vast opportunity for a variety of businesses - real estate, store design & operations, visual merchandising logistics and communications, B2C service providers, and FMCG companies who can add to their offers by partnering this revolution.

The Indian Retailing Industry stands poised to take off into the 21st century. It is one of the fastest growing sectors in the nation that caters to the world's second largest consumer market. Retail boom is unabating. India has five million retailers with a business volume of $180 million growing at 5 to 7 per cent a year. The middle class drives retailing anywhere in the world and this segment should have reasonable income. The next driver is availability of variety of goods, products and brands. The third one is sense of awareness.
In other developing economies, this transformation has already begun. In many of these countries, organized retail already has a 40 percent share of the market, compared to Indias current levels of 2 percent. As India goes through this transformation, new businesses with sales of 1billion 2 billion US $ will be created in grocery and of 250million - 500million US $ in apparel. Smaller but still interesting opportunities will be created in other sectors like books, electronics, and music. This transformation will also impact the supply chain in agriculture, the tax collections from trade and the way people shop.

In the last 10 years, all Southeast Asian countries like Indonesia, Malaysia, Taiwan and Korea have gone through similar phases. China, with a per capita income of $650-700 per annum, is going through the same phase what India is also facing now. Europe went through this phase of retail revolution about 40-50 years ago. It is believed that when a countrys per capita income reaches the level of $1,200 per annum, organized retailing begins to takeover. Though India has a per capital income of $ 400, on the basis of purchasing power parity (PPP) it has already hit the $1200 level. This does strengthen the belief that probably, the right time for organized retailing to click in India has come. This report aims at providing an insight into the emerging trends in the industry and the barriers to change and a perspective on what this industry could become, using the global industry as the backdrop.

OVERVIEW OF THE GLOBAL RETAIL INDUSTRY The Retail Sector is the largest sector in India after agriculture, accounting for over 10 per cent of the countrys GDP and around 8 per cent of the employment. India has the most unorganized retail market in the world. Most retailers of the unorganized retail market have their shop in the front and house at the back. The Retail Industry in India is today amongst the fastest growing industries with several players entering the market. Currently, the organized retail sector accounts for only 2 per cent indicating a huge potential market opportunity. India is being seen as most attractive market by retail investors from all over the world. Retail is clearly the sector that is poised to show the highest growth in the next five years. The sector is set for a revolution, as both the present players and new entrants are gearing up to explore the market. The present size of the organized retailing sector is approximately 3% and is expected to grow to 25-30% by the year 2010. There are about 300 new malls, 1500 supermarkets and 325 departmental stores currently under construction. Many players are coming up with huge investments, due to which the present 12 million mom-andpop shops and kirana stores fear losing their business. Most predictions say that the sector might reach to US$ 400-600 billion by the year 2010. Global retail giants such as Wal-Mart, Tesco, Germany's Metro AG and many others are ready to enter the retail markets. The rising demands of branded products and increase in purchasing power have lured these companies to enter the market. Modern retail development in India is focused on the cities like Mumbai, Pune, Ahmedabad, Delhi and the National Capital Region, Chennai, Banglore, Hyderabad, Kolkata. The leading Indian retailers are Bata India Ltd, Big Bazaar, Crossword, Vishal Mega Mart., Food Bazaar, Globus Stores Pvt. Ltd., Liberty shoes Ltd., Music World Entertainment Ltd., Pantaloon Retail India Ltd., Shoppers Stop, Subhiksha, Titan Industries etc. Retail: World Largest Industry Retail, with total sales of $ 6.6 trillion, is the worlds largest private industry ahead of financial industries $ 5.1 trillion. It is also home to a number of the worlds largest enterprises. Over 50 of the Fortune 500 companies, and around 25 of the Asian top 500 companies, are retailers. The industry accounts for over 8 percent of the GDP in western economies.

Source: Economic Times Industry Report Traditionally, most retailers have had very localized operations. This localized nature of the industry is changing as retailers face low rates of growth and threatened profitability at home. New geographies will help them sustain top-line growth as well as permit global sourcing. Profits in retail have steadily been rising and have generated 18 percent shareholder returns between 1994 and 1999. Significantly, retail is also one of the worlds largest employers, accounting for instance 16 percent of the US workforce, Poland 12 percent, China 8percent, India 10 percent and Brazil 6percent. Factors such as scale in sourcing, merchandising, operational effectiveness and ambience have driven the spread of organized retail. Grocery, electronics are examples of categories that compete on the strength of better pricing, which in turn is driven by superior sourcing and merchandising and cost-efficient operations. WalMart, Home Depot and Kingfisher are benchmark retailers in these fields. In apparel, home furnishings and furniture, the advantage is driven by the marketers ability to provide better products in a comfortable ambience at affordable prices. In these cases sourcing capability has to be backed by strong design capability and store management. IKEA and GAP are good examples of this model of retailing. Over the last few decades, retail formats have changed radically. The basic department stores and co-operatives of the early 20th Century have given way to mass merchandisers, hypermarkets, warehouse clubs, category killers, discounters and convenience stores. Each of these formats has been driven by marketers need to offer relevant, distinctive and economic propositions to an evolving consumer base. Global retailers have also reached a position of strength that enables their brand to be leveraged across a wide range of services. Many of them have expanded their offering, over the years to include fuel retail, car retail, convenience services and personal financial services. This has put them in a position where they are not only beginning to capture growth from geographical expansion, but are also entering large new areas of business.

The recent evolution of the Internet has helped further broaden the scope of operations of large retailers. Further, a large number of retailers are pursuing innovative aggregation and supply chainstreamlining initiatives using B2B technology. INDIAN RETAIL INDUSTRY India's retail sector is wearing new clothes and with a three-year compounded annual growth rate of 46.64 per cent, retail is the fastest growing sector in the Indian economy. Traditional markets are making way for new formats such as departmental stores, hypermarkets, supermarkets and specialty stores. Western-style malls have begun appearing in metros and second-rung cities alike, introducing the Indian consumer to an unparalleled shopping experience. RETAIL SECTOR: UPWARD CURVE: India's vast middle class and its almost untapped retail industry are key attractions for global retail giants wanting to enter newer markets. While organised retail in India is only two per cent of the total US$ 215 billion retail industry, it is expected to grow 25 per cent annually, driven by changing lifestyles, strong income growth and favourable demographic patterns. KSA-Technopak, a retail consulting and research agency, predicts that by 2010, organised retailing in India will cross the US$ 21.5-billion mark from the current size of US$ 7.5 billion. RETAIL SPACE: UP FOR GRABS: By 2007, an estimated 50 million square feet of quality retail space will be available across India. This is in sharp contrast to the situation a decade ago. Then, there was not one shopping mall in India. Today, in Delhi, Mumbai and their suburbs, there are about 100 malls. Of the 700 new malls coming up all over India, 40 per cent are concentrated in the smaller cities. Organised retailing in small-town India is growing at a staggering 50-60 per cent a year compared to 35-40 per cent in the large cities.

DEFINITION

The behavior that consumers display in searching for, purchasing, using, evalauting and disposing of products and services that they expect will satisfy their needs. Schiffman and Kanuk

..the decision process and physical activity engaged in when evaluating, acquiring, using or disposing of goods and services." Loudon and Bitta

The study of consumers as they exchange something of value for a product or service that satisfies their needs Wells and Prensky

Those actions directly involved in obtaining, consuming and disposing of products and services including the decision processes that precede and follow these actions. Engel, Blackwell, Miniard

the dynamic interaction of effect and cognition, behavior and the environment by which human beings conduct the exchange aspects of their lives . American Marketing Association

Consumers behaviour is defined as Those acts of individuals directly involved in obtaining and using economic goods and service including decision procure that and determined these acts. it is the behaviour exhibited by people in planning, purchasing and using goods and service. A series of decision will have to be taken like, how much to spent, on what, where to buy, how to buy, whom to buy etc. Consumer behaviour consists of both physical and mental behaviour. Physical activities includes, visiting a shop, examining the product, where as mental activities involves behaviour deliberation within, forming attitudes, processing the communication and learning to prier a brand. Some times behaviour is the sum total of the behaviour of a number of people this makes the study of consumer behaviour complex. It is related to other fields like physiology, sociology etc.

In marketing, understanding how and why consumers behave. An appropriate marketing stimulus is formulated based on customer personality and needs to prompt sales. Consumers adjust behavior to the marketplace based on internal needs and interpersonal factors. Through the application of sociology, psychology and demographics, marketers can begin to understand why consumers form attitudes and make decisions to purchase. Consumer-behavior studies inform marketers, advertisers and public agencies how product and service selection is influenced by personality, perception, values and beliefs. For marketing, these influences are studied in the context of demographics, which includes ethnicity, age, marital status, size of family, income, education and employment. Retail marketing simply refers to the business of selling products to consumers. Only some

businesses work in retail marketing, while many others work further up the supply chain. Retail marketers only sell products to consumers. They rarely make the products they sell, and their primary tool of marketing is the storefront. Modern retail marketing involves both physical locations and Internet stores. Retail marketing is comprised of the activities related to selling products directly to consumers through channels such as stores, malls, kiosks, vending machines or other fixed locations, according to the Free Dictionary. In contrast, direct marketing to consumers attempts to complete a sale through phone, mail or website sales. Retail Marketing includes all the activities involved in selling goods or services directly to final consumes for personal, non-business use. Any organization selling to final consumers -whether a manufacturer, wholesaler, or retailer is doing retailing. It does not matter how the goods or services are sold (by Person, Mail, Telephone, Vending Machine, or Internet) or where they are sold (in a store, on the street, or in the consumers home). Any business that directs its marketing efforts towards satisfying the final consumer based upon the organization of selling goods and services as a means of distribution The concept assumed within this definition is quite important. The final consumer within the distribution chain is a key concept here as retailers are at the end of the chain and are involved in a direct interface with the consumer.

A retailer or retail store is any business enterprise, whose sales volume comes primarily from retailing. Retail organizations exhibit great variety and new forms keep emerging. There are store retailers, non-store retailers, and retail organizations. Consumers today can shop for goods and services in a wide variety of stores. The best-known type of retailer is the department store. Japanese department stores such as Takashimaya and Mitsukoshi attract millions of shoppers each year. These stores feature art galleries, cooking classes, and childrens playgrounds. A retailer is at the end of the distributive channel. He provides goods and service to the ultimate consumers. This he does through his small organization, with the help of a few personnel. In an individual retail store there is not much scope for organization except in the sense that the shopkeeper has to organize and apportion his time and resources. The need for organization becomes essential as soon as he hires people and enters into partnership or takes the help of members of his family in running his store. A retailer deals in an assortment of goods to cater to the needs of consumers. His objective is to make maximum profit out of his enterprise. With that end in view he has to pursue a policy to achieve his objective. This policy is called retailing mix. A retailing mix is the package of goods and services that store offers to the customers for sale. It is the combination of all efforts planned by the retailer and embodies the adjustment of the retail store to the market environment. Retailing mix, a communication mix and a distribution mix. The maximum satisfaction to the customers is achieved by a proper blend of all three. The success of the retail stores, therefore, depends on customers reaction to the retailing mix which influences the profits of the store, its volume of turnover, its share of the market, its image and status and finally its survival.

There are three main phases in the life of a retailing institution. These are: Innovation (Entry) Trading Up

Vulnerability.

In the entry stage, a new retailer enters with new price appeal, limiting product offerings, Spar ton Stores & Limited services. Its monopoly power over the others is its price advantage, which means that it offers products at low prices so as to get a competitive edge over its competitors. In the trading up stage, the retailer starts expanding. It expands in terms of product offering, better services, and improved interiors. With all these, it starts charging a bit higher prices. In the vulnerability stage, there is a gap in the market leaving some space for the new players to come in. this is due to increase in the prices by the retailer. I have already explained the three stages in life of a retail institution. Normally these stages are there in the life of a retail institution. But all these may not be necessarily there in every retail institution. For instance, any retail institution targeting the upper class may start itself with a large variety & high price. This brings to broadly identify and categorize the types of retail marketing, which are defined as follows: 1. 2. Store Retailing Non store Retailing

Types of Retail Marketing Store Retailing Store retailing provides consumers to shop for goods and services in a wide variety of stores and it also help the Consumers to get all the needed goods and services from one shop only. The different types of store retailing are given below:

Specialty Stores

These stores focus on leisure tastes of different individuals. They have a narrow product line with deep assortment such as apparel stores, sporting goods stores, furniture stores, florists and bookstores. These stores are usually expensive and satisfy the needs of selected consumers who have liking or preference for exclusive things. Departmental Store These stores are usually built in large area and keep variety of goods under one shed. It is usually divided into different sections like clothing, kids section, home furnishings, electronic appliances and other household goods. In a departmental store a consumer can buy variety of goods under one shed. Supermarket These stores are relatively large, low cost, low margin, high volume, self service operations designed to serve total needs for food, laundry and household maintenance products. Supermarkets earn an operating profit of only 1 percent on sales and 10percent on net worth. Convenience Stores These are relatively small stores located near residential area, open for long hours seven days a week, and carrying a limited line of high turnover convenience products at slightly higher prices than departmental stores. Many such stores also have added takeout sandwiches, coffee and pastries. Off - Price Retailer These stores sell goods at low price with lower margins & higher volumes. These stores sell goods with deteriorated quality. The defects are normally minor. This target at the persons belonging to the lower income group, though some have a collection of imported goods aimed to target the younger generation. The company owned showroom selling the seconds products is a typical example of off - price retailer. Discount Store

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These stores sell standard merchandise at lower prices by accepting lower margins and selling higher volumes. The use of occasional discounts or specials does not make a discount store. A true discount store regularly sells its merchandise at lower prices, offering mostly national brands, not inferior goods. In recent years, many discount retailers have traded up. They have improved decor, added new lines and services, and opened suburban branchesall of which has led to higher costs and prices and as some department stores have cut their prices to compete with discounters. Not only that, discount stores have moved beyond general merchandise into specialty merchandise stores, such as discount sporting goods stores, electronics stores, and bookstores. Catalog Showroom Catalog showrooms generally sell a broad selection of high-markup, fast-moving, brand-name goods at discount prices. These include jewelry, power tools, cameras, luggage small appliances, toys, and sporting goods. Catalog showrooms make their money by cutting costs and margins to provide low prices that will attract a higher volume of sales. Catalog showrooms have been struggling in recent years to hold their share of the retail market. India has some sometimes been called a nation of shopkeepers. This epithet has its roots in the huge number of retail enterprises in the country totaling 12 million, about 78 percent of these are small family owned businesses utilizing only household labour. even among retail enterprises that hire workers the bulk of them hire less than 3 workers .Indias retail sector appears backwards not only by standards of industrialized countries but also in comparison to several other emerging markets in Asia and elsewhere. There are only 14 companies that run departmental stores and mere two with hypermarket operations. While the number of businesses operating supermarkets is higher ( 425 in 2004 ) most of these had only 1 outlet, the number of companies with supermarket chains was less than 10.

Non-store Retailing

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It is another type of retail marketing. Different types of non-store retailing are given below: Direct Selling Direct selling which started centuries ago with itinerant peddlers has burgeoned into a $9 billion industry, with over 600 companies selling door to door, office to office, or at home sales parties. A variant of direct selling is called multilevel marketing, whereby companies such as Amway recruit independent businesspeople who act as distributors for their products, who in turn recruit and sell to sub distributors, who eventually recruit others to sell their products, usually in customer homes. Direct Marketing Direct marketing has its roots in mail-order marketing but today includes reaching people in other ways than visiting their homes or offices, including telemarketing, television direct response marketing, and electronic shopping. Automatic Vending Automatic vending has been applied to a considerable variety of merchandise, including impulse goods with high convenience value (cigarettes, soft drinks, candy, newspaper, hot beverages) and other products (hosiery, cosmetics, food snacks, hot soups and food, paperbacks, record albums, film, T-shirts, insurance policies, and even fishing worms). 2.4 Organized Retail Formats in India Each of the retail stars has identified and settled into a feasible and sustainable business model of its own.

Shoppers' Stop - Department store format Westside - Emulated the Marks & Spencer model of 100 per cent private label, very good value for money merchandise for the entire family

Giant and Big Bazaar - Hypermarket/cash & carry store Food World and Nilgiris Supermarket format

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Pantaloons and The Home Store - Specialty retailing Tanishq has very successfully pioneered a very high quality organized retail business in fine jewellery.

Structure of the retailing industry according to ownership patterns:

An unaffiliated or independent retailer A chain retailer or corporate retail chain A franchise system A Leased Department (LD) Vertical Marketing System (VMS) Consumer Co-operatives

A new entrant in the retail environment is the 'discounter' format. It is also is known as cash andcarry or hypermarket. These formats usually work on bulk buying and bulk selling. Shopping experience in terms of ambience or the service is not the mainstay here. RPG group has set up the first 'discounter' in Hyderabad called the Giant. Now Pantaloon is following suit. Two categories of customers visit these retail outlets. 1. The small retailer. For example, a customer of Giant could be a dhabawala who needs to buy edible oil in bulk. 2. The regular consumer who spends on big volumes (large pack sizes) because of a price advantage per unit.

2.5 Trends in Retail Marketing

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At this point, I can summarize the main development retailers and manufacturers need to take into account as they plan their competitive strategies. In India the trends are mainly in three sectors. These sectors are: Trends in retail marketing 1. New retail forms and combinations continually emerge. Bank branches and ATM counters have opened in supermarkets. Gas stations include food stores that make more profit than the gas operation. Bookstores feature coffee shops. Even old retail forms are reappearing: In 1992 Shawna and Randy Heniger introduced peddlers carts in the Mall of America. Today three-fourths of the nations major malls have carts selling everything from casual wear to condoms. Successful carts average $ 30,000 to $ 40,000 a month in sales and can easily top $ 70,000 in December. With an average start-up cost of only $3,000, push carts help budding entrepreneurs test their retailing dreams without a major cash investment. They provide a way for malls to bring in more mom-and-pop retailers, showcase seasonal merchandise, and prospect for permanent tenants. 2. New retail forms are facing a shorter life span. They are rapidly copied and quickly lose their novelty. 3. The electronic age has significantly increased the growth of non store retailing, consumers receive sales offers in the mail and over television, computers, and telephones, to which they can immediately respond by calling a toll-free number or via computer. 4. Competition today is increasingly intertype, or between different types of store outlets. Discount stores, catalog showrooms, and department stores all compete for the same consumers. The competition between chain superstores and smaller independently owned stores has become particularly heated. Because of their bulk buying power, chains get more favorable terms than independents, and the chains large square footage allows them to put in cafes and bathrooms. In many locations, the arrival of a superstore has forced nearby independents out of business. In the book selling business, the arrival of a Barnes & Noble superstore or Borders Books and Music
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usually puts smaller bookstores out of business. Yet the news is not all bad for smaller companies. Many small independent retailers thrive by knowing their customers better and providing them with more personal service. 5. Todays retailers are moving toward one of two poles, operating either as mass merchandisers or as specialty retailers. Superpower retailers are emerging. Through their superior information systems and buying power, these giant retailers are able to offer strong price savings. These retailers are using sophisticated marketing information and logistical systems to deliver good service and immense volumes of product at appealing prices to masses of consumers. In the process, they are crowding out smaller manufacturers, who become dependent on one large retailer and are therefore extremely vulnerable, and smaller retailers, who simply do not have the budget of the buying power to compete. Many retailers are even telling the most powerful manufacturers what to make; how to price and promote; when and how to ship; and even how to reorganize and improve production and management. Manufacturers have little choice: They stand to lose 10 to 30 percent of the market if they refuse. 6. Marketing channels are increasingly becoming professionally managed and programmed. retail organizations are increasingly designing and launching new store formats targeted to different lifestyle groups. They are not sticking to one format, such as department stores, but are moving into a mix of retail formats. 7. Technology is becoming critical as a competitive tool. Retailers are using computers to produce better forecasts, control inventory costs, order electronically from suppliers, send e-mail between stores, and even sell to customers within stores. They are adopting checkout scanning systems, electronic funds transfer, and improved merchandise-handling systems. 8. Retailers with unique formats and strong brand positioning are increasingly moving into other countries. McDonalds, The Limited, Gap, and Toys R Us have become globally prominent as a result of their great marketing prowess. Many more Indian retailers are actively pursuing overseas markets to boost profits.

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9. There has been a marked rise in establishments that provide a place for people to congregate, such as coffeehouses, tea shops, juice bars, bookshops, and brew pubs. Denvers two Tattered Covered bookstores host more than 250 events annually, from folk dancing to womens meetings. Brew pubs such as New Yorks Zip City Brewing and Seattles Trolley man Pub offer tasting and a place to pass the time. The Discovery Zone, a chain of childrens play spaces, offers indoor spaces where kids can go wild without breaking anything and stressed-out parents can exchange stories. There are also the now-ubiquitous coffeehouses and espresso bars, such as Starbucks, whose numbers have grown from 2,500 in 1989 to a forecasted 13,000 by 2001. And Barnes & Noble turned a once-staid bookstore industry into a fun-filled village green.

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1.2 COMPANY PROFILE

Aditya Birla Group: A US $35 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary force of over 133,000 employees, belonging to 42 different nationalities. The Group has been ranked Number 4 in the Global 'Top Companies for Leaders' survey and ranked Number 1 in Asia Pacific for 2011. 'Top Companies For Leaders' is the most comprehensive study of organisational leadership in the world conducted by Aon Hewitt, Fortune Magazine and RBL (a strategic HR and Leadership Advisory firm). Over 60 per cent of its revenues flow from its overseas operations. The Group operates in 36 countries Australia, Austria, Bangladesh, Brazil, Canada, China, Egypt, France, Germany, Hungary, India, Indonesia, Italy, Ivory Coast, Japan, Korea, Laos, Luxembourg, Malaysia, Myanmar, Philippines, Poland, Russia, Singapore, South Africa, Spain, Sri Lanka, Sweden, Switzerland, Tanzania, Thailand, Turkey, UAE, UK, USA and Vietnam. Globally, the Aditya Birla Group is: A metals powerhouse, among the worlds most cost-efficient aluminium and copper producers. Hindalco-Novelis is the largest aluminium rolling company. It is one of the three biggest producers of primary aluminium in Asia, with the largest single location copper smelter. No.1 in viscose staple fibre The fourth-largest producer of insulators The fifth-largest producer of acrylic fibre Among the top 10 cement producers Among the best energy-efficient fertiliser plants

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In India: A top fashion (branded apparel) and lifestyle player The second-largest producer of viscose filament yarn The largest producer in the chlor-alkali sector Among the top three mobile telephony companies A leading player in life insurance and asset management Among the top two supermarket chains in the retail business Among the top 10 BPO companies

Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success does not come in the way of the need to keep learning afresh, to keep experimenting. Beyond business - The Aditya Birla Group: Works in 3,000 villages. Reaches out to seven million people, annually through the Aditya Birla Centre for Community Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla. Focuses on healthcare, education, sustainable livelihood, infrastructure and espousing social reform in India, Asia, Egypt, Philippines, Korea and Brazil. In India: Our Group runs 42 schools, which provide quality education to 45,000 children. Of these, over 18,000 children receive free education. Its 18 hospitals tend to more than a million villagers. Its 18 hospitals tend to more than a million villagers.

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In line with its commitment to sustainable development, has partnered with the Columbia University in establishing the Columbia Global Centres Earth Institute in Mumbai. To embed CSR as a way of life in organizations, has set up the FICCI Aditya Birla CSR Centre for Excellence, in Delhi. Transcending the conventional barriers of business because we believe it is our duty to facilitate inclusive growth. A global corporation rooted in Indian soil: A US $29.2 billion corporation, the Aditya Birla Group is in the league of Fortune 500. It is anchored by an extraordinary force of 130,000 employees, belonging to 30 different nationalities. In India, the Group has been adjudged "The Best Employer in India and among the top 20 in Asia" by the Hewitt-Economic Times and Wall Street Journal Study 2007. Over 50 per cent of its revenues flow from its overseas operations. The Group operates in 25 countries India, UK, Germany, Hungary, Brazil, Italy, France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand, Laos, Indonesia, Philippines, Dubai, Singapore, Myanmar, Bangladesh, Vietnam, Malaysia and Korea. Mr. Kumar Mangalam Birla Mr. Kumar Mangalam Birla (44) is the Chairman of the US$35 billion multinational the Aditya Birla Group, which operates in 36 countries across six continents. Over 60 per cent of its revenues flow from its operations outside India. Mr. Birla chairs the Boards of all of the Groups major companies in India and globally. Among its clutch of companies globally feature Novelis, Columbian Chemicals, Aditya Birla Minerals, Aditya Birla Chemicals, Thai Carbon Black and Alexandria Carbon Black. In India, he chairs the Boards of Hindalco, Grasim, Aditya Birla Nuvo, UltraTech Cement, Idea, Aditya Birla Financial Services and Aditya Birla Retail.

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The Groups businesses are spread across a swath of industries. These include aluminium, copper, cement, textiles (pulp, fibre, yarn, fabric and branded apparel), carbon black, insulators, natural resources, power, agribusiness, telecommunications, financial services, IT/ITeS, retail and trading. Business record Mr. Birla took over as Chairman of the Group in 1995, at the age of 28, after the untimely demise of his father. As Chairman, Mr. Birla has taken the Aditya Birla Group to an altogether high growth trajectory. In the 16 years that he has been at the helm of the Group, he has accelerated growth, built a meritocracy and enhanced stakeholder value. In the process he has raised the Groups turnover from US$2 billion in 1995 to US$35 billion today. Mr. Birla has restructured the businesses to emerge as a global/national leader in the sectors in which the Group operates. He has made 24 acquisitions in 17 years in India and globally, the highest by an Indian multinational. The acquisition of global metals major Novelis in 2007, the second largest acquisition ever by an Indian company, led to a new found respect for Indian companies and stoked a high level of interest in the country. Recently, the acquisition of Columbian Chemicals, a US-based company and the worlds third largest carbon black manufacturer positioned the Group as the No. 1 player in this sector, given its own sizeable carbon black operations today. Likewise, the acquisition of Domsj Fabriker, a leading Swedish speciality pulp manufacturer enables the Groups pulp and fibre business to further consolidate its global position. Besides these, over the years Mr. Birla has acquired manufacturing plants in Canada, China and Indonesia; palm plantations in Laos; mines in Australia and set up new plants in Egypt, Thailand and China. Alongside, he has expanded capacities in all of the Groups manufacturing units. In India, he has made major acquisitions, the most notable being the cement division of Larsen & Toubro, Indal from Alcan, Madura Garments from Coats Viyella and the chlor alkali division of Kanoria Chemicals. Under his stewardship, the Aditya Birla Group enjoys a position of leadership in all the major sectors in which it operates. Over the years, Mr. Birla has built a highly successful meritocratic
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organization, anchored by an extraordinary force of 133,000 employees belonging to 42 different nationalities. In key responsible positions on various regulatory bodies Mr. Birla holds several key positions on various regulatory and professional Boards. He serves on the Prime Minister of Indias Advisory Council on Trade and Industry. He is a Director on the Central Board of Directors of the Reserve Bank of India, Indias central bank. As the Chairman of Securities and Exchange Board of India (SEBI) Committee on Corporate Governance, he authored the first report on corporate governance titled 'Report of the Kumar Mangalam Birla Committee on Corporate Governance'. Its recommendations were path breaking and became the basis of corporate governance norms. Furthermore, as the convener of the Prime Ministers Task Force on Administrative and Legal Simplifications, the extensive recommendations made by him in his report, have been implemented in totality. Mr. Birla also served as Chairman of SEBIs committee on Insider Trading, which formulated corporate governance principles for Indian corporates. He was named Chairman of the Ministry of Company Affairs Advisory Committee and the Ministry of Commerce and Industrys Board of Trade. He is on the National Council of the Confederation of Indian Industry and the Apex Advisory Council of the Associated Chambers of Commerce and Industry of India. On the Board of Educational Institutions Mr. Birla is deeply engaged with educational institutions. He is the Chancellor of the renowned Birla Institute of Technology & Science (BITS) with campuses in Pilani, Goa, Hyderabad and Dubai. He is a Director of the G. D. Birla Medical Research & Education Foundation. He serves on the London Business Schools Asia Pacific Advisory Board and is a Honorary Fellow of the London Business School. Beyond business: Reaching out to the marginalised sections of the society

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A firm practitioner of the trusteeship concept, Mr. Birla has institutionalised the concept of caring and giving at the Aditya Birla Group. With his mandate, the Group is involved in meaningful welfare driven activities that distinctively impact the quality of life of the weaker sections of society, surrounding hundreds of villages that are among the poorest in India, Thailand, Philippines and Egypt. In India, the Group is engaged in 3,000 villages, reaching out to seven million people annually and making a difference to their lives through meticulously conceived projects focusing on healthcare, education, sustainable livelihood, infrastructure and social causes. For instance, the Group runs 42 schools, which provide quality education to 45,000 children. Of these, over 18,000 children receive free education. Additionally, over a 100,000 youngsters benefit from bridge educational programmes and vocational training. Educational background A commerce graduate from the Mumbai University, Mr. Birla is a chartered accountant. He earned an MBA from the London Business School. Personal details Born on June 14, 1967, in Kolkata, Mr. Birla was raised in Mumbai. Mr. Birla and his wife, Mrs. Neerja Birla have three children, Ananyashree, Aryaman Vikram and Advaitesha. Businesses: Aditya Birla is organized into various subsidiaries that operate across different sectors.Among these are viscose staple fibre, non-ferrous metals, cement, viscose filament yarn, branded apparel, carbon black, chemicals, Retail(under the 'More' brand of supermarkets), fertilizers, chemicals, insulators, financial services, telecom, BPO and IT services. The Group consists of four main companies, which operate in various industrysectors through subsidiaries, joint ventures, etc. These are Hindalco , Grasim, Aditya Birla Nuvo, and Ultra Tech Cement. Non Ferrous Metals: The groups non-ferrous metals are under Hindalco.

22

It is a dominant player in aluminum and copper. Its manufacturing locations are primarily in India, and it owns mines in Australia. On 11 February 2007, the company entered into an agreement to acquire the Canadian company Novelis for U$6 billion, making the combined entity the world's largest rolled-aluminium producer. On 15 May 2007, the acquisition was completed with Novelis shareholders receiving $44.93 per outstanding share of common stock. Hindalco makes alumina chemicals, primary aluminum, rolled products, alloy wheels, roofing sheets, wire rods, cast copper rods, copper cathodes and several other products. Cement: The Groups cement business was earlier under both Grasim industries and Ultra Tech cement. The two entities are now merged into Ultra Tech cement to form India s largest cement company. Ultra Tech cement was originally the cement business of L&T which was acquired by Aditya Birla Group in 2004. Carbon Black: The Group is the fourth largest manufacturer of Carbon Black worldwide. It operatesout of facilities in Egypt, Thailand, India and China. It is a major supplier to severalmajor automobile tyre manufacturers worldwide. Textile Business: The Aditya Birla Group is the world's largest player in the Viscose Staple Fiber industry. It operates out of India, Laos, Thailand, Malaysia and China. It owns the Birla Cellulose brand. Apart from viscose staple fiber, the group also ownsa crylic fiber businesses in Egypt and Thailand, viscose filament yarn businesses and spinning mills at several locations all over India and South East Asia. The group has pulp and plantationinterests in Canada and has recently invested in plantations in Laos. The Aditya Birla group is also a major player in the branded garments market in India. Telecom Services: Idea Cellular is now owned by Aditya Birla Group.

23

Idea Cellular started off as a jointventure with the group, AT&Tand theTata Group. However the stakes of the remaining partners was eventually acquired by the group. After anInitial Public Offeringon theIndian Stock Markets, Idea Cellular now accounts for a third of the group's marketcapitalization. The company is headquartered in Mumbai and has operations in all the 22telecom circles in India. Other Businesses: Apart from the above businesses, the Group is a major player in industry sectors like Insulators, Fertilizers, BPO (Aditya Birla Minacs), Insurance (Birla Sun LifeInsurance),IT, Chemicals, Mining, Sponge Iron, Financial Services (jointly with Sunlife ) and more recently, Retail. Aditya Birla acquired Business Processing Outsource Minacs in 2007. Philanthropy: The Group actively involves itself in several community development initiatives - in particular around its manufacturing location. The group also supports developmentactivities in areas like healthcare, education, sustainable livelihood, infrastructure andsocial causes. The group's philanthropic activities are guided by MrsRajashree Birla. It works in 3,700 villages, reaching out to 7 million people annually through the AdityaBirla Centre for Community Initiatives and Rural Development. It runs 45 schools and 18hospitals. Retail business: He Groups foray into the retail sector began in December 2006 when it acquired Trinethra, the chain of stores based in south India. May 2007 saw Aditya Birla Retail Limited (ABRL) launch their own brand of stores called 'More.' ABRLs vision is to consistently provide the Indian consumer complete and differentiated shopping experiences and be amongst Indias top retailers while delivering superior returns to all stakeholders. Until September 6, 2011, the company had set up 575 supermarkets and 11 hypermarkets. All the supermarkets are branded More. and the hypermarkets are branded More Megastore. The company has around 10,000 employees and has a pan-India presence. More. supermarkets are

24

neighbourhood stores with the core proposition of offering value, convenience and trust to the customers and averaging 2,500 sq ft area. The hypermarkets are self-service superstores offering value and range in food and non-food products and services at a single location. Hypermarkets are located in large catchment areas and encourage mass consumption with discount prices and substantial depth of assortment with an average store size of 55,000 sq ft shopping area. In May 2009 Aditya Birla Retail introduced a value proposition for its supermarkets and encapsulated it into a promise of giving its customers Hamesha Extra which has resonated with the consumer. Hamesha Extra is the core essence of More. It means customers will always feel that they have got something extra while shopping at More. Within a short span of less than three years, More. has more than 3.2 million members as part of its loyalty programme. More. has also launched a huge range of private labels in food and grocery, staples and apparel which have already obtained a significant share of category as well as salience with the consumer. Aditya Birla Retail was presented the Retail Best Employer of the Year award at the Reid and Taylor Awards for Retail Excellence, by the global jury of the Asia Retail Congress 2009 and again in 2011. In the same forum, ABRLs CEO, Mr. Thomas Varghese was awarded the Prestigious Retail Icon Award by the global jury of the Asia Retail Congress 2011. ABRL was also awarded the Reid & Taylor Award for Retail Excellence by the global jury of Asia Retail Congress 2010 for the best marketing campaign of the year Launch of Hamesha Extra. It was also presented the Golden Star Award 2009-2010 for the most admired Retailer of the year (Food & Grocery) for excellence in Food, Hospitality, Service and Retailing. In March 2011, the 10th Indira Award for Marketing Excellence was awarded to ABRL CEO, Mr. Thomas Varghese for his outstanding contribution to brand building. Aditya Birla Retail today said it will increase focus on its private labels business and is looking to introduce its own branded consumer durables and electronics products by 2012. The company, which is the retail arm of Aditya Birla Group, said it aims to increase the share of private labels in its total sales to 30 per cent within 2-3 years from around 20 per cent currently.

25

"Our strategy is to focus more on private labels as they give more margins and also increase our own brand profile. We aim to increase the share of private labels in our total sales to 30 per cent in the next 2-3 years from the existing 20 per cent," Aditya Birla Retail Ltd (ABRL) Chief Executive Officer Thomas Varghese told PTI. Private labels are products manufactured by a company under its own brand and are generally positioned as lower cost alternatives to national or international brands. Varghese said ABRL is exploring the consumer durables and electronics segments for launching its own private labels. "However, it will take some time... Maybe a year-and-a-half... Maybe by early 2012, before we introduce our own range of consumer durables and electronic items. We will launch them once we have at least 15-16 of our large format More Hypermarts," he said. Varghese added that the company will look at all categories of consumer durables, including televisions, coolers and refrigerators. "We will outsource the manufacturing to some top quality manufacturers either in India or abroad. We want to maintain the quality of a Aditya Birla-branded products," he added. ABRL currently sells a range of private labels catering to various segments, including FMCG, apparels and footwear. Among its major in-house brands are More (staples), Blue Earth (apparels), True (footwear), Feasters (food based items), Kitchen's Promise (ready-to-eat) and Enriche (soaps and conditioners). ABRL, which had a turnover of Rs 1,460 crore in 2009-10, today opened its first More Hypermarket in the Delhi NCR region. It currently has 540 More supermarkets and seven large format More Hypermarts in 167 cities and towns across India. The company had earlier planned to invest Rs 200 crore this fiscal to open another 100-odd supermarkets and 8-10 more hypermarts by March, 2011.

26

Aditya Birla Retail Limited is the retail arm of Aditya Birla Group, a USD 28 billion Corporation. The Company ventured into food and grocery retail sector in 2007 with the acquisition of a south based supermarket chain. Subsequently Aditya Birla Retail Ltd. expanded its presence across the country under the brand 'more.' with formats Supermarket & Hypermarket Supermarket more. for you - Conveniently located in neighborhoods, more. supermarkets cater to the daily, weekly and monthly shopping needs of consumers. The product offerings include a wide range of fresh fruits & vegetables, groceries, personal care, home care, general merchandise & a basic range of apparels. Currently, there are over 500 more. supermarkets across the country. Hypermarket : more.MEGASTORE - is a one-stop shopping destination for the entire family. Besides a large range of products across fruits & vegetables, groceries, FMCG products, more.MEGASTORE also has a strong emphasis on general merchandise, apparels & CDIT. Aditya Birla Retail Limited. currently has an employee strength of over 11,000. Key functions are headed by professionals with vast retail experience in India & globally. Company Analysis: According to the Individual - Audited financial statement for the Year of 2010, total net operating revenues increased with 32.70%, from INR 480.3 tens of millions to INR 637.36 tens of millions. Operating result increased from INR -495.23 tens of millions to INR -334.7 tens of millions which means 32.42% change. The results of the period decreased -145.73% reaching INR -1,551.65 tens of millions at the end of the period against INR -631.44 tens of millions last year. Return on equity (Net income/Total equity) went from -75.13% to -115.62%, the Return On Asset (Net income / Total Asset) went from -50.70% to -105.58% and the Net Profit Margin (Net Income/Net Sales) went from -131.47% to -243.45% when compared to the same period of last year. The Debt to Equity Ratio (Total Liabilities/Equity) was 109.50% compared to 148.17% of last year. Finally, the Current Ratio (Current Assets/Current Liabilities) went from 1.45 to 1.39 when compared to the previous year DEPARTMENTS

27

Production Maintenance Stores Electrical Security Time office Quality control

QUALIFICATION REQUIRED FOR EMPLOYEES The Educational Qualification in 10th or 12th standard is must. No adolescent workers shall be required or allowed to work in a store. PRODUCTION DEPARTMENT This department is further subdivided into various sections. They are

staples non food food oil Packing Fruits & vegetables

FUNCTIONS billing spacing cleaning stock checking customer service

28

HANDLING MATERIALS Trolley gondola Wall rack. tub TIMINGS OF THE WORK SHIFT Working hours 9 Morning 6 am to 3 pm. Shifts are available for workers
SHIFT First shift Second shift TIME 6.00 am to 3.00 pm 1.00 pm to 10.00 pm

HUMAN RESOURCE Total number of employees = 11,000 FINANCE Turnover in Crs = 500-1000 MARKETING The main service of the company are the other brand products. At the same time, available in own products. The company has developed the company are worked through established customer. The company has got its sales department at overall india.

29

CHAPTER -2 OBJECTIVES
2.1 OBJECTIVES FOR THE STUDY PRIMARY:
To find out the attitude on A Study On consumer behaviour in aditya birla retail ltd

(trinethra) kanchipuram .

SECONDARY:
To study consumer behaviour more.for you customer of kanchipuram.
To know about the consumer awareness towards more.for you. The main objective of field survey during the project was to find out the customers

satisfaction level of the services offered by more.for you.

The other objective of the research was to identify the other needs of customers with

respect to number of trains plying on kanchipuarm. Three types of retail objectives include: Basic objective those which defines retailers long-term purposes. Goals those which the retailer must achieve to be successful. Targets short-term goals that require immediate achievement.

30

2.2 NEED FOR THE STUDY

Buyers reactions to a firms marketing strategy has a great impact on the firms success. The marketing concept stresses that a firm should create a Marketing Mix that satisfies
(gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.

Marketers can better predict how consumers will respond to marketing strategies. Ever increasing intensifying competition. More aggressive competitors emerging with greater frequency. Changes basis of competition. Geographic sources of competition are becoming wider. Niche attacks are becoming frequent. Pace of innovation is rapid. Price competition becoming more aggressive. Product differentiation is declining.
Marking a test with lots of questions about digital camera to show that what consumers need is, what they want.

Analyzing outcomes of the test and summarize it with some theories of need Understanding peoples behaviors and combine them with digital cameras. Analyzing the digital cameras market and find out some strategies of consumer behavior. Pointing out some shortages of digital cameras when compare with traditional ones and
gives some advices.

Executive Summary of Main Points and Recommendations every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy

31

certain kind of product. People buy products because they need them. A need is activated and felt when...

2.3 SCOPE OF THE STUDY

The study of consumer behavior deals with understanding consumption patterns and behavior. It includes within its ambit the answers to the following: - What the consumers buy: goods and services - Why they buy it: need and want - When do they buy it: time: day, week, month, year, occasions etc. - Where they buy it: place - How often they buy it: time interval - How often they use it: frequency of use The scope of consumer behavior includes not only the actual buyer but also the various roles played by him/ different individuals.

The scope of a subject refers to everything that is studied as part of that subject. When we
set out to explain the scope of consumer behaviour we need to refer to all that which forms part of consumer behaviour.

The scope of consumer behaviour has been briefly touched upon in the previous section
wherein it was explained that how consumer behaviour includes not only the actual buyer and his act of buying but also the various roles played by different individuals and the influence they exert on the final purchase decision. In this section we shall define and explain the scope of study of consumer behaviour.

To define the scope of a subject it is important to set parameters or a framework within

which it shall be studied. Figure 1.1 presents one such framework for studying consumer behaviour.

This framework is made up of three main sections-the decision process as represented by

the inner-most circle, the individual determinants on the middle Circle and the external environment which is represented by the outer circle.

32

 The study of all these three sections constitutes the scope of consumer behaviour. Here, we
shall dwell on these constituents of the framework only briefly as they are explained in detail in the following units.

CHAPTER-3 REVIEW OF LITERATURE

Mathew Joseph and Manisha Gupta_September 2008: The Indian retail sector is booming and modernizing rapidly in line with Indias economic growth. In this review the author talked about the impact of organized retailing on traditional retailing. With the increase in number of various formats for shopping like malls, departmental stores, hypermarkets etc the Indian consumers preferences are changing towards and thats the reason foreign investors like the king of retail Wal-Mart also came into the Indian retail ground in collaboration with Bharti. There is a huge untapped market is present in India right now which contains a number of opportunities for retailers. Sen-2000: Store Image and Consumer Shopping Habits: Indian Context: In India, some empirical studies provide important information about consumer behavior and its responses to the development of organized retail. Economical and social changes are major contributors for a growing fragmentation of consumers into multiple segments with different values and buying priorities. Consumers have become more pragmatic, educated and demanding, learning how to manage money and time more efficiently. The focus on low prices was gradually replaced by a value for money perspective. The study developed by ETIG (Economic Times Intelligence Group, 2002) confirms these tendencies. Concerning food, the most important attribute mentioned was quality, followed by price. Indian consumer has different reasons for preferring different store formats, either modern or traditional; Sen (2000) confirms this in the study undertaken in Indian context. He confirms that in the case of hypermarkets, the main motives for preferences, in decreasing order are low prices, the possibility of buying everything in the same place and the general appearance of the store. Several investigations emphasize the possible coexistence of different store formats (Chandrasekhar, 2001) and others point out the relationship between the type of store and the type of products. These studies show that, while specialized and traditional

33

stores are preferred for fresh products, hypermarkets are preferred for shopping in general, and also for frozen food, groceries and beverages. The purchase of perishables in hypermarkets is reduced. Radhakrishnan, 2003: Traditional Retailers Perceptions about Organized Retail As already mentioned, organized retail has deeply changed the Indian commercial structure. However, it is not exclusively responsible, as other changes (economical, social and cultural ones) have occurred simultaneously. Concerning the more direct effects of organized retail on different types of commerce, it is possible to verify that the major impact is felt on traditional retail and, in particular, on the food sector. The impact of organized retail is also significant on other types of retail, namely toys, stationery goods and household appliances; moreover, it is probable that competition gets more intense in other sectors, such as clothing and furniture. RNCOS (March 15, 2009/24-7 press releases): Increasing trend of organized retailing will drive the growth of convenience-store industry in the world. By 2011, Asia remains the fastest growing convenience store market in the world as the major Asian retail markets registered explosive growth in opening up of new convenience store. Changing consumer preferences, lifestyle and rising income level, which is heavily influenced by economic growth, remains the major driving force for c-store industry in the Asian region. as per "Global Convenience Store Market Analysis". Tips for Boosting Impulse Sales: Creating variety in the department with frequent changes of display and movement of regularly sold merchandise also entices customers. Recognizing items that typically make a minimal contribution to sales and replacing them with items that create "sales appeal" increases the likelihood of impulse sales. Displays that tie in with a national slogan or storewide theme generate interest, as do displays that highlight special products and services. Tip 1: use color to create original, eye-catching displays. Tip 2: use themes to create interest in unusual products and renew interest in everyday items. Tip 3: keep undecorated plants available to attract consumers who are buying for themselves.

34

Tip 4: create displays that emphasize special products or services. Tip 5: change stock and displays often so consumers are drawn into the department each week. Tip 6: be flexible enough to change an item or arrangement that isnt selling. Tip 7: have a person on hand to provide information and assistance at all times. Tip 8: create a friendly, comfortable atmosphere with accessible displays that encourage browsing. Tip 9: offer only quality plants and floral arrangements. Tip 10: situate the department so that customers know where it is and can see it from most areas of the store

35

CHAPTER - 4

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It deals with the objective of a research study, the method of defining the research problem, the type of hypothesis formulated, the type of data collected, method used for data collecting and analyzing the data etc. The methodology includes collection of primary and secondary data. 4.1 Research design Research design is a plan for study which acts as a guide for the collection and analysis of data. It is generally concerned with specific problem either narration of facts and characters. This study is mainly concerned with to find out the skill gap between the actual skill and required skill of the employees in roll rewinding department. The researcher applied descriptive type for research design. Descriptive research studies are those studies which are concerned with describing the characteristics of a particular group whereas a descriptive study can be considered usually rigid and formal. It requires clean specification of who, what, when, where, why, how aspects of research concerned with describing the characteristics of a particular individual group. 4.2 Research approach Quantitative approach is used in the study for all the data are collected in quantum. The opinions about the employees in roll rewinding department are collected from the department heads. 4.3 Data collection In this study the researcher collecting the data based on the primary and secondary method. The research required primary data so for this, personal interview technique is employed as an instrument for data collection. The research design questionnaires can schedule for this purpose.

36

The primary data are collected from the role rewinding department heads in a personal interview about the employees skill on their field. In the secondary data is referred to the company profile and product profile are having in a data collection method. 4.4 Sampling procedure 4.4.1 Sampling techniques Non-probability sampling technique is used, in non-probability sampling method for researcher does not know the probability of a sampling unit getting selected in the sample.Convencing sampling method involves picking any available set of respondents convenient for the researcher to use. 4.4.2 Sample size Sample size denotes the number of samples selected for the study. The number of samples used in the study of department heads perception towards the employees skill on their job. 4.4.3 Field study In this study researcher conduct a field work on during the period 3 months. 4.5 Tools for research analysis A statistical tools is used to analyze the collected information. The various statistical tools used in this study are: Simple percentage method:
37

Simple percentage method Weighted average method. Chi-Square Test Coefficient of variation

Its is used for analysis of the data that is collected for research work, simple percentage are often in data presentations for simplify number, through the use of percentage the data reduced in standard from with base equal to which it facilitate the relative comparisons.
Number of respondents Simple percentage = Total respondents x 100

Weighted average mean (WAM): There are cases were to relative importance of different item is not. When this is so, the research can use weighed average mean same the weight is stands for relative importance of different items. The formula for computing WAM is XW=XW/W Where, XW =Weighted Average Mean. X =Variable Value.

W =Weight Chi-Square Test: The Chi-square test, written as 2 test, is used as a test statistics in testing a hypothesis that provides a set of theoretical frequencies with which observed frequencies are compared.

Formula:

38

2 = [(Oi - Ei) 2 / Ei]

Oi =Observed frequencies & Ei =Expected frequencies Co-Efficient of variation: Co-efficient of variance is a measure of variability of a distribution and it is equal to the squared deviation of all values from the mean. Formula:

c.v where

= ( / x )100

C.V = Coefficient of variation = Standard deviation x = Mean

39

4.4 LIMITATIONS OF THE STUDY

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. The sample size was limited to 100 The responses may be influenced by personal biases. From this analysis we just identify the customer perception besides it cannot be adopted for the whole organization. We just studied customers present perception about the organization and we dont study about their expectation regarding their needs and wants from their organization. From this study we suggest to the organization how the organization climate is and which is more influence it and we cannot suggest the needs and wants of the employees. Sometimes the respondents are not willing to fill the resultant may not be correct. Every report has its pros and cons so mine also have some limitations. questionnaire and hence the

40

CHAPTER-V ANALYSIS AND INTERPRETATION TABLE NO-5.1.A. SHOWS AGE CATEGORY OF THE RESPONDENTS S.NO 1 2 3 4 PARTICULARS Below 20 Years RESPONDENTS 10 42 18 30 100 PERCENTAGE 10 42 18 30 100

20-29 Years 30-39 Years Above 40 Years TOTAL Source : Primary Data.

100 90 80 70 60 50 40 30 20 10 0 Below 20 Years 20-29 Years 10 42

AGE

100

30 18

30-39 Years

Above 40 Years

TOTAL

figure-5.1.1 shows age category of the respondents

INFERENCE: From the above table it is observed that out of the total respondents, 10% of the respondents are in the Age of Below 20 Years, 42% of the respondents are in the Age 20-29 Years, 18% of the respondents are in the Age between 30-39 Years, 30% of the respondents are in the Age of Above 40 Years.

41

TABLE.NO-5.1.B. SHOWS THE GENDER OF THE RESPONDENTS S.NO 1 2 PARTICULARS Male Female TOTAL Source : Primary Data. RESPONDENTS 82 18 100 PERCENTAGE 82 18 100

GENDER
100 90 80 70 60 50 40 30 20 10 0 Male Female TOTAL 18 82 100

figure-5.1.2 shows the gender of the respondents

INFERENCE: From the above table it is observed that out of the total respondents, 82% of the respondents are Male and Female respondents are 18%. `

42

TABLE.No-5.1.C. SHOWS EDUCATION QUALIFICATION OF THE RESPONDENTS PARTICULARS High School Less Than Graduation Graduation Post Graduation Professional Qualification TOTAL Source : Primary Data. S.NO 1 2 3 4 5 RESPONDENTS 15 32 25 11 17 100 PERCENTAGE 15 32 25 11 17 100

EDUCATION QALIFICATION
100 100 90 80 70 60 50 40 30 20 10
P on rofe Q al ssi at ual io ific n

32 15

25 11

17

0
Le Th ss G an at rad io u n G ra du at io n H Sc igh ho ol P G ost at rad io u n

figure-5.1. shows education qualification of the respondents INFERENCE: From the above table it is observed that out of the total respondents, 15% of the respondents are High School, 32% of the respondents are Less Than Graduation, 25% of the respondents are Graduation, 11% of the respondent are Post Graduation, 17% of the respondents are Professional Qualification of the consumers.

43

TO TA L

TABLE.NO-5.1.D. SHOWS INCOME OF THE RESPONDENTS PARTICULARS Less Than Rs 20,000 Between Rs 30,000 To 40,000 Between Rs 40,001 To 50,000 More Than Rs 50,000 TOTAL Source : Primary Data. S.NO 1 2 3 4 RESPONDENTS 55 30 12 3 100 PERCENTAGE 55 30 12 3 100

INCOME
100 90 80 70 60 50 40 30 20 10 0 100

55 30 12 3

R s

B Rs etw To 30 een 40 ,00 ,0 0 00 Be R tw To s 40 een 50 ,00 ,0 1 00

M Rs ore 50 Th ,0 an 00

Le 20 ss ,0 Th 00 a n

figure-5.1. shows income of the respondents INFERENCE: From the above table it is observed that out of the total respondents,55% of the respondent Less Than Rs 20,000, 12% of the respondent Between Rs 30,000 To 40,000, 30% of the respondent Between Rs 40,001 To 50,000, 3% of the respondent More Than Rs 50,000. TABLE.No-5.1.1 RESPONDENTS S.NO PARTICULARS RESPONDENTS PERCENTAGE SHOWS RETAIL STORE LOCATED IN INDIA OF THE

44

TO

TA L

1 2

Yes No

32 68

32 68

Source : Primary Data.

120 100 80 60 40 20 0 Yes 32

RETAIL STORE LOCATED IN INDIA

100

68

No

TOTAL

figure-5.1. 1 shows retail store located in india of the respondents

INFERENCE: From the above table it is observed that out of the total respondents,32% of the respondents are Yes,68% of the respondents are No of the consumers.

TABLE.No-5.1.2 SHOWS SHOPPING DECISION OF THE RESPONDENTS S.NO 1 PARTICULARS Yes RESPONDENTS 78 PERCENTAGE 78

45

No TOTAL

22 100

22 100

Source : Primary Data.

SHOPPING DECISION
100 100 90 80 70 60 50 40 30 20 10 0 Yes No TOTAL 22 78

figure-5.1. 2 shows shopping decision of the respondents

INFERENCE: From the above table it is observed that out of the total respondents,78% of the respondents are Yes,22% of the respondents are No of the consumers. TABLE.NO-5.1.3 SHOWS THE RESPONDENTS LEVEL OF SATISFACTION ON REACH FROM OUR HOME. S.NO 1 PARTICULARS Yes RESPONDENTS 27 PERCENTAGE 27

46

No TOTAL

73 100

73 100

Source : Primary Data.

REACH TO OUR HOME

100 100 90 80 70 60 50 40 30 20 10 0 Yes No TOTAL 27

73

figure-5.1. 3 shows the respondents level of satisfaction on reach from your home.

INFERENCE: From the above table it is observed that out of the total respondents,27% of the respondents are Yes,73% of the respondents are No of the consumers. TABLE.NO-5.1.4 SHOWS THE RESPONDENTS LEVEL OF SATISFACTION ON SERVICE. S.NO 1 2 PARTICULARS Yes No TOTAL RESPONDENTS 61 39 100 PERCENTAGE 61 39 100

47

Source : Primary Data.

SERVICE LEVEL
100 100 90 80 70 60 50 40 30 20 10 0 Yes No TOTAL 39 61

figure-5.1.4 shows the respondents level of satisfaction on service satisfaction.

INFERENCE: From the above table it is observed that out of the total respondents,61% of the respondents are Yes,39% of the respondents are No of the consumers. TABLE.NO-5.1.5 SHOWS OPEN IN MORE LOCATIONS OF THE RESPONDENTS. PARTICULARS Yes No TOTAL Source : Primary Data. S.NO 1 2 RESPONDENTS 93 7 100 PERCENTAGE 93 7 100

48

OPEN IN MORE LOCATIONS

TOTAL

100

No

Yes

93

10

20

30

40

50

60

70

80

90

100

figure-5.1. 5 shows open in more locations of the respondents. INFERENCE: From the above table it is observed that out of the total respondents,93% of the respondents are Yes,7% of the respondents are No of the consumers.

49

TABLE.NO-5.1.6 SHOWS THE RESPONDENTS LEVEL OF SATISFACTION ON SHOPPING NEEDS FACILITIES. PARTICULARS Yes No TOTAL Source : Primary Data. S.NO 1 2 RESPONDENTS 83 17 100 PERCENTAGE 83 17 100

SHOPPING NEEDS FACILITIES

100 83 80 60 40 20 0 Yes No TOTAL 17 100

figure-5.1.6 shows the respondents level of satisfaction on shopping needs facilities.

50

INFERENCE: From the above table it is observed that out of the total respondents,83% of the respondents are Yes,17% of the respondents are No of the consumers.

TABLE.NO-5.1.7 SHOWS THE RESPONDENTS LEVEL OF SATISFACTION ON FAMILY REQUIREMENTS FACILITIES. PARTICULARS Yes No TOTAL Source : Primary Data. S.NO 1 2 RESPONDENTS 56 44 100 PERCENTAGE 56 44 100

FAMILY REQUIREMENTS
100 100 90 80 70 60 50 40 30 20 10 0 Yes No TOTAL 56 44

figure-5.1. 7 shows the respondents level of satisfaction on family requirements facilities.

51

INFERENCE: From the above table it is observed that out of the total respondents,56% of the respondents are Yes,44% of the respondents are No of the consumers.

52

TABLE.NO-5.1.8 SHOWS THE RESPONDENTS LEVEL OF SATISFACTION ON THE PRICE LEVEL. PARTICULARS Yes No Equal No idea TOTAL Source : Primary Data. S.NO 1 2 3 4 RESPONDENTS 48 22 20 10 100 PERCENTAGE 48 22 20 10 100

PRICE LEVEL
120 100 80 60 40 22 20 0 Yes No Equal 20 12 48 102

No idea

TOTAL

figure-5.1. 8 shows the respondents level of satisfaction on the price level.

53

INFERENCE: From the above table it is observed that out of the total respondents,16% of the respondents are Yes,48% of the respondents are No,0% of the respondents are Equal,16% of the respondents are No idea of the consumers. TABLE-5.1.9 SHOWS THE RESPONDENTS LEVEL OF SATISFACTION ON PROMOTION SCHEME EASY TO UNDERSTAND. PARTICULARS Yes No Some1time TOTAL Source : Primary Data. S.NO 1 2 3 RESPONDENTS 68 10 22 100 PERCENTAGE 68 10 22 100

54

PROMOTION SCHEME EASY TO UNDERSTAND

100 100 90 80 70 60 50 40 30 20 10 0 Yes No some1time TOTAL 10 22 68

figure-5.1.9 shows the respondents level of satisfaction on promotion scheme easy to understand.

INFERENCE: From the above table it is observed that out of the total respondents, 68% of the respondents are Yes, 10% of the respondents are No, 22% of the respondents are Some1time of the consumers. TABLE.NO-5.1.10 SHOWS THE RESPONDENTS LEVEL OF SATISFACTION ON PRODUCTS. S.NO PARTICULARS RESPONDENTS
55

PERCENTAGE

1 2 3

Better Same Worse TOTAL Source : Primary Data.

62 35 3 100

62 35 3 100

SATISFACTION ON PRODUCTS
100

TOTAL

Worse

Same

35

Better 0 10 20 30 40 50 60

62

70

80

90

100

figure-5.1.10 shows the respondents level of satisfaction on products.

INFERENCE: From the above table it is observed that out of the total respondents, 62 % of the respondents are Better, 35% of the respondents are Same, 3% of the respondents are Worse of the consumers.
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TABLE.NO-5.1.11 SHOWS EFFECTIVE ADVERTISEMENT OF THE RESPONDENTS. PARTICULARS Print TV Radio TOTAL Source : Primary Data. S.NO 1 2 3 RESPONDENTS 95 0 5 100 PERCENTAGE 95 0 5 100

120 100 80 60 40 20 0 Print 95

EFFECTIVE ADVERTISEMENT
100

0 TV

5 Radio TOTAL

figure-5.1. 11 shows effective advertisement of the respondents.

INFERENCE: From the above table it is observed that out of the total respondents, 95 % of the respondents are Print, 0% of the respondents are TV, 5% of the respondents are Radio of the consumers. TABLE.NO-5.1.12 SHOWS HELP FROM CSA OF THE RESPONDENTS.

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PARTICULARS Yes No Sometime Never TOTAL Source : Primary Data.

S.NO 1 2 3 4

RESPONDENTS 69 11 20 0 100

PERCENTAGE 69 11 20 0 100

HELP FROM CSA

100 90 80 70 60 50 40 30 20 10 0 Yes 11 0 No Sometime Never TOTAL 20 69 100

figure-5.1. 12 shows help from CSA of the respondents.

INFERENCE:

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From the above table it is observed that out of the total respondents, 69% of the respondents are Yes,11% of the respondents are No,20% of the respondents are Sometime,0% of the respondents are Never of the consumers. TABLE.NO-5.1.13 SHOWS MOSTLY SHOPING OF THE RESPONDENTS. S.NO 1 2 3 Source : Primary Data. PARTICULARS Vegetables Grocery Non food product TOTAL RESPONDENTS 33 34 33 100 PERCENTAGE 33 34 33 100

MOSTLY SHOPING

TOTAL

100

Non food product

33

Grocery

34

Vegetables

33

10

20

30

40

50

60

70

80

90

100

figure-5.1. 13 shows mostly shaping of the respondents. 59

INFERENCE: From the above table it is observed that out of the total respondents, 33% of the respondents are Vegetables, 34 % of the respondents are Grocery,33% of the respondents are Non food product of the consumers.

TABLE.NO-5.1.14 SHOWS SATISFIED LEVEL OF THE RESPONDENTS. PARTICULARS Very Satisfied Satisfied Unsatisfied TOTAL Source : Primary Data. S.NO 1 2 3 RESPONDENTS 54 25 21 100 PERCENTAGE 54 25 21 100

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SATISFIED
TOTAL 100

Unsatisfied

21

Satisfied

25

Very Satisfied

54

10

20

30

40

50

60

70

80

90

100

figure-5.1. 14 shows satisfied level of the respondents.

INFERENCE: From the above table it is observed that out of the total respondents, 54% of the respondents are Very Satisfied,25% of the respondents are Satisfied,21% of the respondents are Unsatisfied of the consumers.

TABLE-5.1.15 SHOWS SHOPPING PREFERENCE OF THE RESPONDENTS.

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S.NO 1 2 3 4 Source : Primary Data.

PARTICULARS Quality Brand Price One stop shop TOTAL

RESPONDENTS 81 3 16 0 100

PERCENTAGE 81 3 16 0 100

SHOPPING PREFERENCE
100 100 90 80 70 60 50 40 30 20 10 0 Quality Brand Price One stop shop TOTAL 3 16 0 81

figure-5.1. 15 shows shopping preference of the respondents.

INFERENCE:

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From the above table it is observed that out of the total respondents, 81% of the respondents are Quality,3% of the respondents are Brand,16% of the respondents are Price,0% of the respondents are One stop shop of the respondents.

TABLE.NO-5.1.16 SHOWS PREFER TO BUY PRODUCTS OF THE RESPONDENTS. S.NO 1 2 3 4 Source : Primary Data. PARTICULARS Single brand store Multi brand store Factory outlets Local Big Retail Store TOTAL RESPONDENTS 4 86 3 7 100 PERCENTAGE 4 86 3 7 100

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PREFER TO BUY PRODUCTS

TOTAL 100

Local Big Retail Store

Factory outlets

Multi brand store

86

Single brand store 0

20

40

60

80

100

120

figure-5.1. 16 shows prefer to buy products of the respondents.

INFERENCE: From the above table it is observed that out of the total respondents,4% of the respondents are Single brand store,86% of the respondents are Multi brand store,3% of the respondents are Factory outlets,7% of the respondents are Local Big Retail Store of the respondents. TABLE NO-5.1.17 SHOWS BUYING SELECTIONS OF THE RESPONDENTS. S.NO 1 PARTICULARS Availability of range
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RESPONDENTS 26

PERCENTAGE 26

Reasonable price Ailability of size Customer service Brand name TOTAL Source : Primary Data.

2 3 4 5

25 3 26 20 100

25 3 26 20 100

BUYING SELECTIONS
100 90 80 70 60 50 40 30 20 10 0 Availability of range Reasonable price ailability of size Customer service Brand name 26 25 3 26 20

100

TOTAL

figure-5.1. 17 shows buying selections of the respondents.

INFERENCE: From the above table it is observed that out of the total respondents, 26% of the respondents are Availability of range,25% of the respondents are Reasonable price,3% of the

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respondents are Ailability of size,26% of the respondents are Customer service,20% of the respondents are Brand name of the respondents. TABLE.NO-5.1.18 SHOWS PREFER TO SHOP MOST IN STORE OF THE RESPONDENTS. S.NO 1 2 3 4 Source : Primary Data. PARTICULARS During Sale During Fresh season stock During Discount When required TOTAL RESPONDENTS 11 30 38 21 100 PERCENTAGE 11 30 38 21 100

PREFER TO SHOP MOST IN STORE

100 100 90 80 70 60 50 40 30 20 10 0 During Sale During Fresh During Discount When required season stock TOTAL 11 30 21 38

figure-5.1. 18 shows prefer to shop most in store of the respondents.

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INFERENCE:

From the above table it is observed that out of the total respondents, 11% of the respondents are During Sale,30% of the respondents are During Fresh season stock,38% of the respondents are During Discount,21% of the respondents are When required of the Working Conditions.

TABLE.No-5.1.19 SHOWS SHOPPING NEEDS OF THE RESPONDENTS. S.NO 1 2 3 Source : Primary Data. PARTICULARS Supermarket Wholesaler Local Stores TOTAL RESPONDENTS 86 4 10 100 PERCENTAGE 86 4 10 100

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SHOPPING NEEDS
100

TOTAL

Local Stores

10

Wholesaler

Supermarket

86

10

20

30

40

50

60

70

80

90

100

figure-5.1.19 shows shopping needs of the respondents.

INFERENCE: From the above table it is observed that out of the total respondents, 86% of the respondents are Supermarket, 4% of the respondents are Wholesaler, 10% of the respondents are Local Stores of the respondents.

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TABLE-5.1.20 SHOWS BASED ON PURCHASE OF THE RESPONDENTS. S.NO 1 2 3 4 Source : Primary Data. PARTICULARS Price Brand Name Customer Service Variety available TOTAL RESPONDENTS 8 32 12 48 100 PERCENTAGE 8 32 12 48 100

BASED ON PURCHASE
100 90 80 70 60 50 40 30 20 10 0 Price Brand Name Customer Service 8 12 32 48 100

Variety available

TOTAL

figure-5.1.20 shows based on purchase of the respondents.

INFERENCE:

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From the above table it is observed that out of the total respondents, 8% of the respondents are Price, 32% of the respondents are Brand Name,12% of the respondents are Customer Service,48% of the respondents are Variety available of the respondents.

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TABLE-5.1.21 SHOWS PRIME FACTORS OF THE RESPONDENTS. S.NO 1 2 3 4 5 Source : Primary Data. PARTICULARS Variety in product Serviceability Discounts Mode of payment All TOTAL RESPONDENTS 12 8 3 6 71 100 PERCENTAGE 12 8 3 6 71 100

PRIME FACTORS
TOTAL All Mode of payment Discounts 3 8 12 0 10 20 30 40 50 60 70 80 90 100 6 71 100

Serviceability Variety in product

figure-5.1.21 shows prime factors of the respondents.

INFERENCE:

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From the above table it is observed that out of the total respondents, 12% of the respondents are Variety in product, 8% of the respondents are Serviceability,3% of the respondents are Discounts,6% of the respondents are Mode of payment,71% of the respondents are All of the Working Conditions. TABLE-5.1.22 SHOWS FREQUENTLY VISITING THE RESPONDENTS. S.NO 1 2 3 4 Source : Primary Data. PARTICULARS <1 month 1-3 month 1-6 month 1year TOTAL RESPONDENTS 71 21 8 0 100 PERCENTAGE 71 21 8 0 100

FREQUENTLY VISITING
100 90 80 70 60 50 40 30 20 10 0 <1 month 1-3 month 1-6 month 21 8 0 1year 71

100

TOTAL

figure-5.1.22. shows frequently visiting the respondents

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INFERENCE: From the above table it is observed that out of the total respondents, 71% of the respondents are Satisfied,21% of the respondents are Highly Satisfied,8% of the respondents are Neutral,0% of the respondents are Dissatisfied, of the Working Conditions. TABLE-5.1.23 SHOWS FASCINATES AT SHOPPING OF THE RESPONDENTS. S.NO 1 2 3 4 Source : Primary Data. PARTICULARS Membership Card Discount Mailers Parking Facility Lucky draw offer TOTAL RESPONDENTS 75 23 0 2 100 PERCENTAGE 75 23 0 2 100

FASCINATES AT SHOPPING
100 90 80 70 60 50 40 30 20 10 0 Membership Card Discount Mailers Parking Facility Lucky draw offer 0 2 TOTAL 23 75 100

figure-5.1. 23 shows fascinates at shopping of the respondents.

INFERENCE: From the above table it is observed that out of the total respondents, 75% of the respondents are Membership Card,23% of the respondents are Discount Mailers,0% of the

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respondents are Parking Facility,2% of the respondents are Lucky draw offer of the Working Conditions. TABLE-5.1.24 SHOWS STAFFS BEHAVIOUR OF THE RESPONDENTS. PARTICULARS Readily and helpful Dormant and arguable Cant Say TOTAL Source : Primary Data. S.NO 1 2 3 RESPONDENTS 52 40 8 100 PERCENTAGE 52 40 8 100

STAFFS BEHAVIOUR
100 100 90 80 70 60 50 40 30 20 10 0 Readily and helpful Dormant and arguable Cant Say TOTAL 8 52 40

figure-5.1. 24 shows staffs behavior of the respondents.

INFERENCE: From the above table it is observed that out of the total respondents, 52% of the respondents are Readily and helpful,40% of the respondents are Dormant and arguable,8% of the respondents are Cant Say of the Working Conditions.

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TABLE-5.1.25 SHOWS REASON FOR PURCHASE OF THE RESPONDENTS. PARTICULARS Most reasonable pricing Qualitative Products High promotional activities Great ambience Customer support TOTAL Source : Primary Data. S.NO 1 2 3 4 5 RESPONDENTS 23 39 18 14 6 100 PERCENTAGE 23 39 18 14 6 100

REASON FOR PURCHASE

100 100 90 80 70 60 50 40 30 20 10 0

39 23 18 14

Most Qualitative High Great Customer TOTAL reasonable Products promotionalambience support pricing activities

figure-5.1.25 shows reason for purchase of the respondents.

INFERENCE: From the above table it is observed that out of the total respondents, 23% of the respondents are Most reasonable pricing,39% of the respondents are Qualitative Products,18% of the respondents are High promotional activities,14% of the respondents are Great ambience,6% of the respondents are Customer support of the Working Conditions. TABLE-5.1.26 SHOWS RECOMMEND LEVEL OF THE RESPONDENTS.

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PARTICULARS Excellent Good Fair Poor TOTAL Source : Primary Data.

S.NO 1 2 3 4

RESPONDENTS 34 27 26 13 100

PERCENTAGE 34 27 26 13 100

RECOMMEND LEVEL
100 90 80 70 60 50 40 30 20 10 0 Excellent Good Fair Poor TOTAL 34 27 26 13 100

figure-5.1. 26 shows recommend level of the respondents.

INFERENCE: From the above table it is observed that out of the total respondents, 34% of the respondents are Excellent,27% of the respondents are Good,26% of the respondents are Fair, 13% of the respondents are Poor of the Working Conditions. TABLE-5.1.27 SHOWS PURCHASED PRODUCTS LEVEL OF THE RESPONDENTS. S.NO 1 PARTICULARS Cereals like wheat, rice etc. RESPONDENTS 15 PERCENTAGE 15

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Confectionaries like soaps, paste etc Fruits & Vegetables Baby items Gents/Ladies TOTAL Source : Primary Data.

2 3 4 5

36 27 13 9 100

36 27 13 9 100

PURCHASED PRODUCTS LEVEL

100 90 80 70 60 50 40 30 20 10 0 100

36 15

27 13 9
TA L

C ar onf ie ec so s t pa ap lik ion st s, e e et cF r & uits V bl ege es ta

C lik ere ric e w als e h et ea c. t,

B ite aby m s

G La ent d i s/ es

figure-5.1. 27 shows purchased products level of the respondents.

INFERENCE: From the above table it is observed that out of the total respondents, 15% of the respondents are Cereals like wheat, rice etc.,36% of the respondents are Confectionaries like soaps, paste etc,27% of the respondents are Fruits & Vegetables,13% of the respondents are Baby items,9% of the respondents are Gents/Ladies of the Working Conditions. TABLE-5.1.28 SHOWS RANKING THE QUALITY AND VARIETY BASED ON PRODUCTS OF THE RESPONDENTS. S.NO 1 2 3 PARTICULARS More Reliance fresh Vishal mega mart RESPONDENTS 32 48 12 PERCENTAGE 32 48 12

77

TO

4 5 Source : Primary Data.

Indiabulls mart Spencers TOTAL

6 2 100

6 2 100

RANKING THE QUALITY AND VARIETY BASED ON PRODUCTS

100 TOTAL Spencers Indiabulls mart Vishal mega mart Reliance fresh More 0 10 20 30 32 40 50 60 70 80 90 100 2 6 12 48

figure-5.1.28 shows ranking the quality and variety based on products of the respondents.

INFERENCE: From the above table it is observed that out of the total respondents, 32% of the respondents are More,48% of the respondents are Reliance fresh,12% of the respondents are Vishal mega mart,6% of the respondents are Indiabulls mart,2% of the respondents are Spencers of the Working Conditions.

CHAPTER - 6 FINDINGS AND SUGGESTION

6.1 FINDINGS:

82% of the Respondents are male.

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42% of the Respondents belong to the age group of between 20 to 29 years. 32% of the Respondents educational qualifications are up to Less Than Graduation. 55% of the Respondents Income is below Rs 20,000. 68% of the Respondents are No for the retail store located in india. 78% of the Respondents are yes for the shopping decision. 73% of the Respondents are No for level of satisfaction on reach from your home. 61% of the Respondents are yes for the service satisfaction. 93% of the Respondents are yes for the open in more locations. 83% of the Respondents are yes for the shopping needs facilities. 56% of the Respondents are yes for the family requirements facilities. 48% of the Respondents are yes for the price level. 68% of the Respondents are yes for promotion scheme easy to understand. 62% of the Respondents are better for the satisfaction on products. 95% of the Respondents are print for the effective advertisement. 69% of the Respondents are Yes for the help from CSA. 34% of the Respondents are grocery for the mostly shaping. 54% of the Respondents are highly satisfied for the satisfied level. 81% of the Respondents are quality for the shopping preference. 86% of the Respondents are multi brand store for prefer to the buy products. 26% of the Respondents are Availability of range and Customer service for the buying selections.

38% of the Respondents are during discount for the shows prefer to shop most in store. 86% of the Respondents are supermarket for the shopping needs.

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48% of the Respondents are variety available for the based on purchase. 71% of the Respondents are all for the prime factors. 71% of the Respondents are below 1 month for the frequently visiting. 75% of the Respondents are membership card for fascinates at the shopping. 52% of the Respondents are readily and helpful for the staffs behavior. 39% of the Respondents are quality products for the reason for purchase. 34% of the Respondents are excellent for the recommend level. 36% of the Respondents are Confectionaries like soaps, paste etc for the purchased products level.

48% of the Respondents are reliance fresh for the ranking the quality and variety based on products.

6.2 SUGGESTIONS
Following are the useful suggestions being provided for strengthening of market potentiality of more.for yous retail outlets:

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1. It is necessary for the retail outlets to raise their promotional measures for the maximum knowledge to the consumers living / residing nearby their outlets. 2. Further it is suggested that retail outlets should also go for opening of more franchisee if it found that sale is rising tremendously and customer reaching / arrival ratio is rising with respect to quality being provided. 3. It is also suggested that companies should revise and alter their attractive schemes keeping quality measures on product delivery at other hand so that customer liaisons should be maintained for long years. 4. It is much necessary to retain an existing customer than to make new customers. For this the company should left no stone untouched for achieving this objective. Further, it is advisable for the company undergoing retail outlets to give more options in the forms of new development and variety in products and services to be offered so that customers may make regular visit to the outlets for their needs and wants.

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CHAPTER - 7 CONCLUSION
As far as the summer training under more.for you is concerned I came to realize a vital importance of consumer behaviour and undergone a extensive study of retailing industry during the tenure of my performance. Why the todays customer is preferring such eminent retail houses is that they are large sized departmental houses with luxurious ambience winning the hearts of customer with a first stepping in the showrooms and retail stores. These retail stores to the wide variety of highly qualitative products with distinguished needs satisfaction and suitable to the every segment of society with the most affordable prices. Furthermore, In India the retail sector is the second largest employer after agriculture, although it is highly fragmented and predominantly consists of small independent, owner managed shops. There are over 12 million retail outlets in India , and organised retail trade is worth about Rs.12,90,000 crore (September,2003). 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. New formats like super markets and large discount and department stores have started influencing the traditional looks of bookstores, furnishing stores and chemist shops. The retail revolution, apart from bringing in sweeping, positive changes in the quality of life in the metros and bigger towns, is also bringing in slow changes in lifestyle in the smaller towns of India. Increase in literacy, exposure to media, greater availability and penetration of a variety of consumer goods into the interiors of the country, have all

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resulted in narrowing down the spending differences between the consumers of larger metros and those of smaller towns. However, the supply of quality real estate space would be instrumental in propelling the future growth momentum of the retail sector in India. The addition of better and affordable retail space would enable retailers to deliver more better-quality products and services to the consumers, resulting in increase in operational efficiencies and decline in costs for the supply chain. India is one of the complex real estate markets in the world due to the large degree of variation and inconsistence in the market practice and regulatory norms. A combined effort by both central and state governments in terms of appropriate zoning laws, transparency in ownership, and availability of loans for retail land, is very much necessary for reducing existing bottlenecks. Accordance of industry status to retail outlets in India is an issue that needs to be addressed soon. Recognition would ease financing prospects, as well as standardize and unify taxes for the industry. An alignment of the retail sector with the tourism sector could also promote India as a global shopping hub. For the retail sector to achieve further growth, the spread of organised retailing has to become a national phenomenon. According to KSA Technopak, a leading consulting firm, the organised sector will grow to almost Rs.30, 000 crores by 2005, representing 6% of the total retail market. The top 6 cities will account for 66% of total organised retailing. Although many international retailers and brands still regard India as too difficult, they would welcome the opportunity to create an appropriate joint venture, if they felt India was changing. The growth of the organised retail industry in the country will mean thousands of new jobs, increasing income levels and living standards, better products, and services, a better shopping experience, and more social activities. Finally, the growing sector of retailing catching the eyeing of every management prospects to get into for their career options. I would like to look forward for my future career option in the most lucrative and opportunistic industry of retail.

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LIST OF REFERENCES
BOOKS:Marketing Management. ----Kotler & Keller Marketing Management in Indian Perspective ----V. S. Ramaswamy & S. Namakumari Retail management ---Levy & Weitzs WEBSITES:www.emraldinsight/1355-5855.htm www.Fibre2fashion.com/industry-article www.tataretail.com www.retailindia.net www.retailyatra.com www.retailbiz.com www.aboutus.com www.businessworld.in www.about.com www.abrl.com www.morestore.com

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APPENDIX
A STUDY ON HOW TO BEAT THE COMPETITORS IN RETAIL MARKET IN MORE FOR YOU
a. Age wise distribution: A) <20 B) 20-29 C) 30-39 D) >40 b. Gender wise distribution: A) Male B) Female c. Education wise distribution: A) High School B) Less Than Graduation C) Graduation D) Post Graduation E) Profesional Qualification d. Income wise distribution: A) Less Than Rs 20,000 B) Between Rs 30,000 To 40,000 C) Between Rs 40,001 To 50,000 D) More Than Rs 50,000

85

1) Have you ever visited any of the more.for you Retail store located in india? a)Yes ( ) b) No ( )

2) Do advertisement and promotion influence your shopping decision? a)Yes ( ) b) No ( )

3) Do you agree that the more.for you Retail Stores have been situated within your reach from your home? a)Yes ( ) b) No ( )

4) Do you agree that more.for you serves as a complete store serving and satisfying the needs of a common man in the society? a)Yes ( ) b) No ( )

5) Do you favour that more.for you Retail stores should be open in more locations in india? a) Yes ( ) b) No ( )

6) Which one from more/ Local Stores is more convenient for all your shopping needs ? a) More ( ) b) Local stores ( )

7) If you have never visited more.for you Retail stores, would you like to visit to the stores for the satisfaction of you and your family requirements a)Yes ( ) b) No ( )

8) Are the Price of more.for you is lower than the other competitor? a)Yes ( ) b) No ( ) c)Equal ( ) d) No idea ( )

9) Are Promotion scheme easy to understand? a) Yes ( ) b) No ( ) c) Sometime ( )

86

10) Compared with other products that are available, would you say more.for you products are? a) Better ( ) b) Same ( ) c) Worse ( )

11) Which form of advertisement do you think is most effective? a) Print ( ) b) TV ( ) c) Radio ( )

12) Did you get help from CSA when asked? a) Yes ( ) b) No ( ) c) Sometime ( ) d) Never ( )

13) What do you mostly shop for at mentioned store? a) Vegetables ( ) b) Grocery ( ) c) Non food product ( )

14) How much satisfied are you with more.for you retail outlets? a) Very Satisfied ( ) 15) Preference of shopping? a) Quality ( ) b) Brand ( ) c) Price ( ) d) One stop shop ( ) b) Satisfied ( ) c) Unsatisfied ( )

16) From where would you prefer to buy products? a) Single brand store ( ) b) Multi brand store d) Local Big Retail Store ( ) 17) What influences your buying selections? a) Availability of range c) Availability of size f) Brand name a) During Sale ( ) ( ) b) During Fresh season stock ( ) c) During Discount ( ) ( ) ( ) b) Reasonable price e) Customer service ( ) ( ) ( ) c) Factory outlets ( )

18) When do you prefer to shop Most in Store? d) When required ( )

87

19) Which type of place do you visit frequently for your shopping needs? a) Supermarket ( ) b) Wholesaler ( ) c) Local Stores( )

20) What do you look for in a product during your purchase? a) Price ( ) b) Brand Name ( ) ( ) c) Customer Service ( ) d) Variety available

21) What are the prime factors for shopping in more.for you super market? a)Variety in product ( ) b)Serviceability d) Mode of payment ( ) e) All ( ) ( ) c) Discounts ( )

22) How frequently you visit the Store (wherever you go for the shopping)? a) <1 month ( ) b) 1-3 month ( ) ( ) ( ) c) 1-6 month ( ) ( ) ( ) c) Cant Say ( ) ( ) ( ) ( ) d) 1year ( ) 23) What more fascinates you at shopping in more.for you? a) Membership Card c) Parking Facility a) Readily and helpful ( ) a) Most reasonable pricing. c) High promotional activities e) Customer support b) Discount Mailers d) Lucky draw offer b) Dormant and arguable ( ) ( ) ( )

24) How would you find the behaviour of the staff of more.for you retail stores? 25) What drives you in the more.for you Retail Stores? b) Qualitative Products d) Great ambience

26) How likely are you to recommend more.for you to a friend or relative? Would you say the chances are? a) Excellent ( ) b) Good ( ) c) Fair ( ) d) Poor ( )

27) If Yes, Which of the following products have you purchased? a) Cereals like wheat, rice etc. ( ) c) Fruits & Vegetables ( ) b) Confectionaries like soaps, paste etc d) Baby items ( ) ( ) e) Gents/Ladies ( )

88

28) Which of the following you would like to rank as per quality, no. of outlets and variety of products availability? a) More ( ) b) Reliance fresh e) Spencers ( ) ( ) c) Vishal mega mart ( ) d) Indiabulls mart ( ) Suggestions: 1. ____________________________________ 2. ____________________________________ 3. ____________________________________ 4. ____________________________________ Thanking you for your cooperation!

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THE END

What factors you think play an important role in motivation consumers? a)Monetary Benefits b)Communication c)Unique Features d)Social needs

89

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