Research Project Report

On

STUDY OF CHANGING CONSUMER PREFERENCE

TOWARDS ORGANIZED RETAILING FROM UNORGANIZED RETAILING CHANGING

Submitted for Partial Fulfillment Of Master of Business Administration (MBA -2010-2012)

Under The Guidance of:-

Mrs. Neetu Singh

Submitted By:Ajeet Pratap Singh Roll No. 1028770003

Naraina College of Engineering & Technology

Ratanpur, Kanpur-208020

INSTITUTE CERTIFICATE

STUDENT DECLARATION

I, Ajeet Pratap Singh student of M.B.A at Naraina College of Engineering & Technology, Kanpur of hereby declare that the Project work entitled STUDY OF CHANGING CONSUMER PREFERENCE TOWORDS ORGANIZED RETAILING FROM UNORGANIZED RETAILING is compiled and submitted under the guidance of Mrs. Neetu Singh. This is my original work. Whatever information furnished in this project report is true to the best of my knowledge.

Ajeet Pratap Singh MBA Final Year Roll No: - 1028770003

ACKNOWLEDGEMENT
I would like to express my Acknowledgement to those people, without whose contribution, Support and guidance this Report would not have seen the light of the day. I am also thankful and would like to express my Gratitude to the Honorable Dr. K.G. Chaubey & Mrs. Neetu Singh and the entire Institute for giving me a Platform to have this wonderful opportunity and being able to get a glimpse of the Corporate World.

PREFACE

I take this opportunity to offer my sincere gratitude to those who helped me in this report. I feel indebted to all those thoughts have been helpful in bringing out. The project is quit original in style and method and point have been spared to make it as compact preface and reliable possible. I must assume full responsibility, however for error of my short which have expect in text and would welcome the comments and suggestion of our learned teacher to help me make the project even more sensitive

CONTENTS

S.No

Topics Institute Certificate Acknowledgement Student Declaration Preface 1. Introduction Objective of the Study Signification of The Study 2. Literature of Review 3. Industry Overview 4. Company Profile 5. Consumer Behaviour & Retailing Decision 6. Organized v/s Unorganized Retail 7. Research Methodology 8. Analysis of Data 9. Findings 10. Suggestion 11. Conclusion 12. Limitation of The Study 13. Questionnaire 14. Bibliography

Page No

1 11 13 15 18 30 42 48 50 53 66 68 70 73 75 79

INTRODUCTION

INTRODUCTION TO INDIAN RETAIL INDUSTRY:

The sea of change can pull customers in many directions. It is our responsibility to light the way and take care of them before the competition does. Retailing Means Re-tailing to the customers so that they comeback. Retailing consists of all activities involved in selling goods and services to consumers for their personal, family, or household use. It covers sales of goods ranging from automobiles to apparel and food products, and services ranging from hair cutting to air travel and computer education. Sales of goods to intermediaries who resell to retailers or sales to manufacturers are not considered a retail activity.

The Indian retail story couldn't have been more different. India has approx 12 million retail stores, more than rest of the world put together. But the per capita square feet area under retail is just 2 sq.ft or 0.2 sq. meters with fragmented kirana stores being the predominant players.

Retailing in India has remained in the unorganized sector and largely untouched by corporate. The first decade of modern retail in India has been characterized by a shift from traditional channels to new formats including department stores, hypermarkets, supermarkets and specialty stores across a range of categories. Modern retail formats have mushroomed in metros and mini-metros, in the last few years modern retail has also established its presence in the second rung cities. Thus, exposing the residents of these cities to shopping options, they have never experienced before. It has been forecasted that the share of modern retail will increase from 2 per cent currently, to about 15-20 per cent over the next decade.

To begin with, retailers today will have to support the large retail infrastructure in terms of Malls and Superstores that are being created. The challenge for leading retailers shall therefore shift from diverting demand to creating demand.

With all the modern stores offering convenience in terms of an assortment of products, ambience, service and innovative products, the paradigm shall shift from competing with the kirana stores to an in-house demand creation. Relevant experiences from consumer goods companies, which have successfully crafted an explosion in demand in their sectors, through innovation, consumer driven strategies, will be head runner. Times are changing. With the GDP at an all time high and income levels shooting through the roof, the average Indian consumer has never had it so good.

The propensity to consume has reached peaks that had never been scaled before. Credit cards are flashed with disdain and shopping baskets are getting bigger all the time.

Here are some factors that indicate the potential of retail in India: At 271 million, one of the largest consuming base in the world, forming 27% of the total population. A high spending community below 45 years comprises 81 percent of the population. A young population with 54% population below 25 years Increased literacy from 44% in 1965 to 70% in 2003 Increase in working women from 1.3 million in 1961 to 4.8 million in 1998.

The first decade of modern retail in India has been characterized by a shift from traditional kirana shops to new formats including department stores, hypermarkets, supermarkets and specialty stores across a range of categories. Modern retail formats have mushroomed in metros and minimetros.

In the last few years, modern retail has also established its presence in the second-rung cities, exposing residents to shopping options like never before. However, even as modern retailers garner share from traditional channels, there is a larger role they would be required to play in boosting consumption levels.Figures suggest that the total turnover of the sector is around Rs 10 lakh crores, of which 4 percent is contributed by the organised sector.

The retail sector in India is highly fragmented with organized retail contributing to only 2% of total retail sales. The retail sector in developed countries was also highly

fragmented at the beginning of the last century but emergence of large chains like Wall Mart, Sears, and McDonalds led to rapid growth of organized retail
and growing consolidation of the retail industry in the developed countries.

Organized retail is growing rapidly and we see the emergence of large organized retail chains like Shoppers Stop, Lifestyle, and Westside. We also find retail malls mushrooming all over the country. The opportunities in retail industry in India will increase since Indian retailing is on the threshold of a major change.

India retail industry is the largest industry in India, with an employment of around 8% and contributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25% yearly being driven by strong income growth, changing lifestyles, and favorable demographic patterns. It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion. India retail industry is one of the fastest growing industries with revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is expected in the industry of retail in India by growth in consumerism in urban areas, rising incomes, and a steep rise in rural

consumption. It has further been predicted that the retailing industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5 billion.

Shopping in India have witnessed a revolution with the change in the consumer buying behavior and the whole format of shopping also altering. Industry of retail in India which have become modern can be seen from the fact that there are multi- stored malls, huge shopping centers, and sprawling complexes which offer food, shopping, and entertainment all under the same roof. India retail industry is expanding itself most aggressively, as a result a great demand for real estate is being created.

TRADITIONAL CONVENIENCE STORES:

Traditional convenience stores are too well established in India than to be wiped out and besides there is uniqueness in the traditional items that represent the sub-continent.

The retail stores in India are essentially dominated by the unorganized sector or traditional stores. Infact the traditional stores have taken up 98 percent of the Indian retail market. Now stores run by families are primarily food based and the set up is as Kirana or the 'corner grocer' stores. Basically they provide high service with low prices. If the stores are not food based then the type of retail items available are local in nature.

The traditional family run convenience stores can take pride in the fact that the Kirana is the most common outlet forms for the consumers.

The tough competition for convenience stores are coming from organized retail stores dealing in food items, like: Apna Bazaar Canteen stores Food World Subhiksha Food Bazaar

Convenience Stores are open for long hours and is one of the formats of the Indian retail stores that cater to basic needs of the consumer. A good example of such would be Convenio. These stores are found in both residential as well as commercial markets. The food products of traditional family run convenience stores are comprised of branded as well as non-branded items. The benefits of family run convenience stores is that they give importance to: Personal touch Facilities of credit Quick home delivery Non-food based stock comprises of multiple and varieties of local brands.

The future of such stores as they face competition from organized sector, would depend on the following particulars: Place and capacity Diligent area coverage Disciplined work schedule Managing turnover Revenue from assets Customer service and satisfaction

The traditional family run convenience stores serves the purpose of the housewives who definitely wants to avoid traveling long distances to purchase daily needs. The convenience factor in terms of items, among people in general can be highlighted as below: Groceries Fruits Drug Store Necessary stationery

INDIAN ORGANIZED RETAIL MARKET:

Indian organized retail market is growing at a fast pace due to the boom in the India retail industry. In 2005, the retail industry in India amounted to Rs 10,000 billion accounting for about 10% to the country's GDP. The organized retail market in India out of this total market accounted for Rs 350 billion which is about 3.5% of the total revenues.

Retail market in the Indian organized sector is expected to cross Rs 1000 billion by 2010. Traditionally the retail industry in India was largely unorganized, comprising of drug stores, medium, and small grocery stores. Most of the organized retailing in India have started recently and is concentrating mainly in metropolitan cities. The growth in the Indian organized retail market is mainly due to the change in the consumers behavior. This change has come in the consumer due to increased income, changing lifestyles, and patterns of demography which are favorable. Now the consumer wants to shop at a place where he can get food, entertainment, and shopping all under one roof. This has given Indian organized retail market a major boost.

Retail market in the organized sector in India is growing can be seen from the fact that 1500 supermarkets, 325 departmental stores, and 300 new malls are being built. Many Indian companies are entering the Indian retail market which is giving Indian organized retail market a boost. One such company is the Reliance Industries Limited. It plans to invest US$ 6 billion in the Indian retail market by opening 1000 hypermarkets and 1500 supermarkets. Pantaloons is another Indian company which plans to increase its retail space to 30 million square feet with an investment of US$ 1 billion. Bharti Telecoms an Indian company is in talks with Tesco a global giant for a 750 million joint venture. A number of global retail giants such as Walmart, Carrefour, and Metro AG are also planning to set up shop in India. Indian organized retail market will definitely grow as a result of all this investments

Classifying Indian retail: (A)Modern Format retailers

1) Supermarkets (Foodworld) 2) Hypermarkets (Big Bazaar) 3) Department Stores (Shoppers Stop) 4) Specialty Chains (Ikea) 5) Company Owned Company Operated (BP)

(B)Traditional Format Retailers:

1) Kiranas: Traditional Mom and Pop Stores 2) Kiosks 3) Street Markets 4) Exclusive /Multiple Brand Outlets

(C)Large Indian retailers

1. Hypermarket 1) Big Bazaar 2) Giants 4) Star II Department store 1) Lifestyle 2) Pantaloons 3) Piramyds III Entertainment 1) Fame Adlabs 2) Fun Republic 4) PVR

OBJECTIVES OF THE STUDY

OBJECTIVES OF THE STUDY Objective of the Study:

To know the consumer satisfaction. Financial performance in Retail industry. Market performance. Market position. Economic and the industry environment. Cost saving initiatives. To find out the satisfaction level of people. To find out the awareness level of customer. To find the satisfaction amongst the customers

SIGNIFICATION OF THE STUDY

By This Study, The Company Will Come To Know: -

Through this study company can know about its growth. This study will also help to the company to know about their new concepts position in the market. This study will also help to the company to know about its promotional activities.

Through this study company will know about the availability of its products in the market.

LITERATURE REVIEW

LITERATURE REVIEW:
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 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".

INDUSTRY OVERVIEW

CLASSIFICATION OF INDIAN RETAIL SECTOR:

a) FOOD RETAILERS

There are large number and variety of retailers in the food-retailing sector Traditional types of retailers, who operate small single-outlet businesses mainly using family labour, dominate this sector In comparison, super markets account for a small proportion of food sales in India, However the growth rate of super market sales has being significant in recent years because greater numbers of higher income Indians prefer to shop at super markets due to higher standards of hygiene and attractive ambience.

b) HEALTH & BEAUTY PRODUCTS

With growth in income levels, Indians have started spending more on health and beauty products .Here also small, single-outlet retailers dominate the market .However in recent years, a few retail chains specializing in these products have come into the market. Although these retail chains account for only a small share of the total market their business is expected to grow significantly in the future due to the growing quality consciousness of buyers for these products.

C) CLOTHING & FOOTWEAR

Numerous clothing and footwear shops in shopping centers and markets operate all over India. Traditional outlets stock a limited range of cheap and popular items; in contrast, modern clothing and footwear stores have modern products and attractive displays to lure customers. However, with rapid urbanization, and changing patterns of consumer tastes and preferences, it is unlikely that the traditional outlets will survive the test of time.

D) HOME FURNITURE & HOUSEHOLD GOODS

Small retailers again dominate this sector. Despite the large size of this market, very few large and modern retailers have established specialized stores for these products. However there is considerable potential for the entry or expansion of specialized retail chains in the country.

E) DURABLE GOODS

The Indian durable goods sector has seen the entry of a large number of foreign companies during the post liberalization period. A greater variety of consumer electronic items and household appliances became available to the Indian customer. Intense competition among companies to sell their brands provided a strong impetus to the growth for retailers doing business in this sector.

F) LEISURE & PERSONAL GOODS

Increasing household incomes due to better economic opportunities have encouraged consumer expenditure on leisure and personal goods in the country. There are specialized retailers for each category of products (books, music products, etc.) in this sector. Another prominent feature of this sector is popularity of franchising agreements between established manufacturers and retailers.

Today trend is the development of integrated retail cum Entertainment centers or shopping malls. An increasing number of retailers are focusing on malls now as opposed to stand-alone developments.

While the number of shopping malls has seen a massive surge in the recent past in the metros and their suburbs, the latest trend in this sector is the increasing focus on providing leisure activities such as multiplexes, facilities for kids' entertainment, eateries etc. within the mall premises. Customer less the time consumes and more entertainment with his family in malls because they within shopping mall number of retail shop and variety of products and selected the product they want.

Good environment in mall. Less crowed and These are enclosed, air-conditioned, multilevel malls of at least 100,00 sq ft. Critical to these malls is the concept of the anchor, the key outlet or store around which other outlets cluster. The most popular Indian anchors include Shoppers' Stop, Globus, Pantaloon, Lifestyle and hypermarkets like Big Bazaar and Giant. Cinemas also often anchor malls. Driven by the lucrative tax breaks, the old single screen theatres are being divided into three-five smaller screens, as was done in the US, years ago. Example for wave and PVR.

RETAIL SCENE IN INDIA

With organized retail in India pegged at Rs 25,000 crore (Rs 250 billion) -- out of a total of Rs 800,000 crore (Rs 8,000 billion -- and a double digit growth rate, marketing companies are setting up shops to provide differentiated services to clients. Till now sales people were the link between the retailer and the producer. But sales personnel are busy selling a product and do not have a fair idea of what retailing is about. The focus is to priorities retail. That is, not only to sell a product to a consumer but to get the consumer to interact with the product. Gone are the days when retailing meant mere availability of a product. With competition becoming stiffer companies are looking at 'experiential' marketing. Also the lack of proper metrics to measure marketing spends is a serious issue. In today's swiftly changing business environment, there is no option but to be in the know - to be constantly on the move, keeping tabs on the shifting trends in the market place and maneuvering your strategy to stay on top. The retail arena today is very different - the opportunities are incredible but exploiting them is extremely tough. Super smart shoppers know all the rules of the game. They can instantly sense a good buy and lap it up or sniff out a bad product and dismiss it. Their expectations are tough to meet but for retailers aiming to make a big sale, there is not much of a choice but to find ways to win customers over and keep them permanently happy. In an environment, which is still restrictive in many ways and lacks adequate infrastructure, this becomes a formidable task. So how are Indian retailers coping up and how long will it be before organised retail becomes the primary way of selling. As the corporate the Piramals, the Tatas, the Rahejas, ITC, S.Kumar's, RPG Enterprises, and mega retailers- Crosswords, Shopper's Stop, and Pantaloons race to revolutionize the retailing sector, retail as an industry in India is coming alive. Retail sales in India amounted to about Rs.7400 billion in 2002, expanded at an average annual rate of 7% during 1999-2002. With the upturn in economic growth during 2003,

retail sales are also expected to expand at a higher pace of nearly 10%. Across the country, retail sales in real terms are predicted to rise more rapidly than consumer expenditure during 2003-08. The forecast growth in real retail sales during 2003- 2008 is 8.3% per year, compared with 7.1% for consumer expenditure. Modernization of the Indian retail sector will be reflected in rapid growth in sales of supermarkets, departmental stores and hyper marts. Sales from these large-format stores are to expand at growth rates ranging from 24% to 49% per year during 2003-2008, according to a latest report by Euro monitor International, a leading provider of global consumer-market intelligence. A. T. Kearney Inc. places India 6th on a global retail development index. The country has the highest per capita outlets in the world - 5.5 outlets per 1000 population. Around 7% of the population in India is engaged in retailing, as compared to 20% in the USA. In a developing country like India, a large chunk of consumer expenditure is on basic necessities, especially food-related items. Hence, it is not surprising that food, beverages and tobacco accounted for as much as 71% of retail sales in 2002. The share of food related items had, however, declined over the review period, down from 73% in 1999. This is not unexpected, because with income growth, Indians, like consumers elsewhere, have started spending more on non-food items compared with food products. Sales through supermarkets and department stores are small compared with overall retail sales. Nevertheless, their sales have grown much more rapidly, at almost a triple rate (about 30% per year during the review period). This high acceleration in sales through modern retail formats is expected to continue during the next few years, with the rapid growth in numbers of such outlets due to consumer demand and business potential.

The factors responsible for the development of the retail sector in India can be broadly summarized as follows:-

* Rising incomes and improvements in infrastructure are enlarging consumer markets and accelerating the convergence of consumer tastes. * Looking at income classification, the National Council of Applied Economic Research (NCAER) classified approximately 50% of the Indian population as low income in 199495; this is expected to decline to 17.8% by 2006-07. * Liberalization of the Indian economy which has led to the opening up of the market for consumer goods has helped the MNC brands like Kellogg's, Unilever, Nestle, etc. to make significant inroads into the vast consumer market by offering a wide range of choices to the Indian consumers. * Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc. The Internet revolution is making the Indian consumer more accessible to the growing influences of domestic and foreign retail chains. Reach of satellite T.V. channels is helping in creating awareness about global products for local markets. About 47% of India's population is under the age of 20; and this will increase to 55% by 2015. This young population, which is technology-savvy, watch more than 50 TV satellite channels, and display the highest propensity to spend, will immensely contribute to the growth of the retail sector in the country. As India continues to get strongly integrated with the world economy riding the waves of globalization, the retail sector is bound to take big leaps in the years to come.

The Indian retail sector is estimated to have a market size of about $ 180 billion; but the organised sector represents only 2% share of this market. Most of the organised retailing in the country has just started recently, and has been concentrated mainly in the metro cities. India is the last large Asian economy to liberalize its retail sector. In Thailand, more than 40% of all consumer goods are sold through the super markets and departmental stores. A similar phenomenon has swept through all other Asian countries.

Organised retailing in India has a huge scope because of the vast market and the growing consciousness of the Consumer about product quality and services. A study conducted by Fitch, expects the organized retail industry to continue to grow rapidly, especially through increased levels of penetration in larger towns and metros and also as it begins to spread to smaller cities and B class towns. Fuelling this growth is the growth in development of the retail-specific properties and malls. According to the estimates available with Fitch, close to 25mn sq. ft. of retail space is being developed and will be available for occupation over the next 36-48 months. Fitch expects organized retail to capture 15%-20% market share by 2010. A McKinsey report on India says organised retailing would increase the efficiency and productivity of entire gamut of economic activities, and would help in achieving higher GDP growth. At 6%, the share of employment of retail in India is low, even when compared to Brazil (14%), and Poland (12%).

CURRENT STATUS OF RETAIL MARKETING IN INDIA Winds of change sweeping through Retail Industry. What is it that has made the Piramals, the Tatas, the Rahejas, ITC and scores of others take a plunge into mega retailing? Why is market research, space management, ERP, promotions etc now a necessary tool in this industry? Retail Economics in India Traditionally retailing has not been a structurally organized industry in India. Organized retail network was seen only in fabrics, with large mills building their own exclusive stores e.g. Raymond's, Bombay Dyeing etc. Currently there are about 5130000 retail outlets selling about Rs4790bn worth of products. Retail universe in India comprises large, medium general stores, chemists and pan-bidi (apart from accessories stores). Of these thanks to unemployment, the number of pan-bidi outlets are steadily rising. On account of the fragmented nature of Indian retail industry the inhabitants to stores ratio in India is about 150:1, i.e. there is a store catering to every 150 people. This ratio varies from country to country. In china the ratio is similar to that of India where as incase of more developed countries the ratio would be higher. For instance in Europe the inhabitant to stores ratio is 2000:1.As markets mature, consumer expectations rise it would be a necessity for small retailers to come together and form innovative and strong supply chain that will cut through distribution and increase margins.

TURNAROUND TIME
In last couple of years this industry has made agile move from its nascent stages. Organized retailing started picking up in Southern India. Availability of land at prime locations coupled with cheaper real estate prices (compared to Mumbai & Delhi) made it possible to have multi stored shopping complexes here. It took two years of recession to get this concept of shopping to major cities like Mumbai & Delhi. Recession brought property prices down in these cities. It was during this period of industry slump that big business houses took notice of the potential in retailing. A classic example being- Lakme Ltd. The company after selling off its cosmetic division to HLL, made an aggressive foray into retailing. Its retail chain branded 'Westside' already comprises 4 stores- one each in Bangalore, Hyderabad, Chennai and Mumbai. A cash hoard of Rs107bn will enable Lakme to roll out stores aggressively.

WHAT MAKES IT ATTRACTIVE? Today the number of smaller retailers ($500pa) has shot up from 40% in 1990 to 54% in 1996, whereas the number of large stores (turnover of $3000pa) increased from 2.8% to 6.5%. Thus though large retailers are growing the smaller outlets are growing even faster. However changing shopping attitudes of an average customer will make future growth increasingly difficult for unorganized retail sector. Currently in India, organized retailing accounts for 6% of the industry turnover, comprising value-added foods (Rs770bn), music & entertainment (Rs40bn), colour cosmetics (Rs12bn) etc. By 2005 organized retailing will account for 20% the total retailing industry turnover (Rs8300bn). Big business houses today are in a position to provide Indian masses with shopping satisfaction, entertainment, quality product, polite salesperson, product information and discounts. Though margins currently are low due to high property cost and poor infrastructure, this is the only business where one buys in credit and sells for cash. Further the number of households earning more than Rs150000 per annum amounts to 30mn today and is expected to grow to 80mn by 2007.Additionally financial institutions are encouraging such ventures. ICICI has recently sanctioned term loans to Vivek & co, a mega-retailer, in Chennai to meet their expansion plans. Very shortly the market will also witness IPO's for some of these Retail Ventures.

Proven success In early 90's, K. Raheja Group started a mega Apparels stores in Mumbai- 'Shoppers Stop'. Initially, the group was averse to start outlets at South Mumbai for various reasons like low walk-ins, space constraints, narrowed target audience etc. However the success of Crossroads, an ardent rival, has prompted them to start one at South Mumbai in near future. The group has more of such stores, one each at Bangalore, Hyderabad and Jaipur. Within seven years of operations it has a yearly turnover of Rs1.30bn. The group has plans of opening about 20 mega apparel stores in next 2 years. For this the company plans to sell 25.1% stake for Rs559mn to Singapore based investor Warburg Pincus. The success story of Shoppers Stop has convinced other business houses to take a leap. Retailing, considered a sunrise industry today after InfoTech, is the most happening industry with almost all the big players vying for a share of the coveted pie. Buoyed by a strong increase in private consumption (see graph), retailing is one industry that is waiting to explode.

COMPANY PROFILE

COMPANY PROFILE
Organized retailing in India started picking up in South India in cities like Chennai and Hyderabad, where real estate at prime locations was available at cheaper rates than in cities like Mumbai and Delhi. In the early 1990s, leading Indian business houses started taking a keen interest in the retailing sector...

Pantaloon Retail India Limited (PRIL)

Headed by Kishore Biyani (Biyani), Pantaloon Retail India Limited (PRIL) is one of the leading retail outlets in India. The retail chains which are a part of PRIL include Pantaloons, Big Bazaar, Food Bazaar, Gold Bazaar and the Central Mall. PRIL was incorporated in October 1987 as Manz Wear Private Limited. It became a public limited company in September 1991. The company sold products under the Bare, Pantaloons and John Miller brand names. The first menswear Pantaloons Shoppe outlet was set up in 1993...

RPG Group

The Rama Prasad Goenka or RPG Group registered a turnover of Rs. 84 billion in the fiscal 2004-05. The group has more than 20 companies in seven different industries Power, Tyres, Retail, Transmission, Entertainment, Technology and the Specialties sectors (Refer Exhibit XIII for contribution of business sectors to Groupsturnover)...

Tata Group
The Tata group is one of India's largest business houses. In 2005, the group owned 93 companies in seven business sectors, namely information systems and communications; engineering; materials; services; energy; consumer products; and chemicals, and employs nearly 220,000 people. In 1997, the Tata's sold their Lakme business to Hindustan Lever Limited (HLL) . The group started its retail business in 1998 with the purchase of the Littlewoods retail stores, originally owned by a UK-based firm, in Bangalore...

Raheja Group
The K. Raheja group of companies is among India's largest real estate players. They launched Shopper's Stop way back in October 1991. This was the first mega apparel retail outlet to be established in India. Shoppers' Stop is projected as a Fashion & Lifestyle store for the family. From a single store in 1991, Shopper's Stop has today grown into a 16 store retail chain in major metropolitan cities across India...

Reliance
Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail market. It's expecting its sales to reach Rs. 90,000 crores by 2010.

AV Birla Group
AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis Phillipe, Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in other segments of retail. It will invest Rs. 8000-9000 crores by 2010.

BIG BAZAR

Big Bazaar comes under the Pantaloon Retail India Limited (PRIL). PRIL was early to realize the potential of the huge middle-class population in India. We started the operations with a trouser brand, Pantaloon. In the initial stages we had small format outlets branded Pantaloon Shopee, which were franchise operations realizing the problems associated with franchise model, we decided to have our own retail outlets. They launched the own retail store, Pantaloons. In 1997, they launched Big-Bazaar a hypermarket with over 1, 70,000 products as the first offering in value retailing segment. They have introduced the concept of seamless malls in India through the new format Central. We have wide network of Pantaloons stores spread across the country. Hence, apart from retailing lifestyle products, it ventured into value retailing by launching the hypermarket chain. Big Bazaar is a chain that stocks all home need products under one roof; spread over 30,000 square feet of land, across different cities in India. It has been positioned as Is se sasta aur acha kahin nahi, (Nothing cheaper and better anywhere) indicating the value of stores. Big Bazaar stocks over 200,000 products that include apparel, food products, home appliances and cosmetics. Products are cheaper

than the market price by as much as 5 to 60%. Apparels are cheaper by 25 to 60%while the price difference on the other products varies between 5 to 20%. On Oct. 12, 2001, we launched Big-Bazaar as offering in the value retailing segment. By removing inefficiencies from the distribution chain we are able to unleash attractive savings, which are passed on to the consumer. Big-Bazaar is Indias first hypermarket in the discount store format. Big-Bazaar provides more than 2,00,000 itemsfood, grocery, utensils, kitchen needs, home needs, bath needs, toys, stationary, electronics & white goods which are sold at a discount to the maximum retail price. Price is the principal value proposition at these stores. A big driver of the Big Bazaar is the product variety. This is achieved by selling wide range of products & through the Shop-in-Shop format. As a result, a typical BigBazaar comprises shops that stocks medicines, optical accessories, camera rolls, bakery products, dry fruits, crockery, glassware, health & beauty products, ladies accessories, electronics infant necessities, watches, clocks, computer accessories, food & beverages, stationary, readymade garments, household appliances, home furnishings, baggage We believe this is a win-win situation as the customer is assured of product availability, the shop owner can benefit of the in structure & we enjoy assured income without needing to stock inventory. Also the shop-in-shop offering is able to increase the customer traffic in to the stores. The Big-Bazaar has been positioned to the customer as a place where the customer can shop for each & everything for which if goes to a market. The number of Big-Bazaar stores has increased from 4 in 2002 to 21 Oct 24, 2005. They have also launched private label initiative in Big-Bazaar. Understanding of the apparel industrial, decades of experience& a vertically, integrated structure provides with more compelling reasons to expand the number of private labels. We have launched a full range of accessories to supplement the apparel business including imitation jewellery, sunglasses, watches, mobile phones etc Analysts attribute the success of PRIL to cheaper sourcing of products and lower distribution cost. Pantaloons sourced its products through Consolidators. There was a consolidator for each product category. These consolidators were responsible for

procuring quality goods at the cheapest possible price, and were paid commissions on their sale at the store. The consolidator directly dealt with manufacturers, and as a result the distribution cost could be slashed as no intermediates were involved. In addition to discounts on products through the year, Big Bazaar also held events such as Kitchen Mela, Trouser Mela, etc. to attract customers.

MANAGEMENT OF BIG BAZAAR

Mr. Kishore Biyani, Managing Director Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group. To know more, click here. Mr. Gopikishan Biyani, Wholetime Director

Gopikishan Biyani, is a commerce graduate and has more than twenty years of experience in the textile business. Mr. Rakesh Biyani, Wholetime Director Rakesh Biyani, is a commerce graduate and has been actively involved in category management; retail stores operations, IT and exports. He has been instrumental in the implementation of the various new retail formats. Mr. Ved Prakash Arya, Director

Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute of Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus. Mr. Shailesh Haribhakti, Independent Director

Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and past president of Indian merchant Chambers. He is on the Board of several Public Limited Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1, 1999.

BIG BAZAAR FOR THE GREAT INDIAN MIDDLE CLASS

It is a unit of Pantaloon Retail (India) Ltd and caters to the Great Indian Middle Class. It was started as a hypermarket format in Mumbai with approx. 50,000 sqft of space. Its values and missions are to be the best in Value Retailing by providing the cheapest prices and hence go the tag-line

Is se sasta aur achcha kahin nahin

It sells variety of merchandise at affordable rates, the prices of which it claims are lowest in the city but the level of services offered is also very low. The following graph shows the retail life cycle and we can say that Big Bazaar is currently at the Growth Stage.

Cash flow Flows Maturity

Growth

Decline

Introduction

Time

OBSERVATION:
There were various observations made from the time I entered the store. They can be summed up as follows: Verticals inside the store relates to each category of product o Food Bazaar o M-bazaar o Furniture Bazaar Depot- books Electronic Bazaar Footwear Bazaar

Trolleys are not easily available, especially on other than ground floor. Little attention to cleanliness. Dust on shelves as well as some product items. In-house packaging not efficiently done.

 Crowded store interiors. Items are arranged in a cluttered way. Tried to stock maximum number in limited area. Sign boards are not prominent. Lack of direction creates confusion. Family crowd is evident. Youth comprises of only around 10% of the crowd. Food Bazaar very efficiently managed. It is a bit over-staffed but layout is very good. Shelf space is used very well to stock products with clear distinction.

POSITIONING STRATEGY

COMPANY VISION, MISSION AND CORE VALUES

Future the word that signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn our ability to evolve. They, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners. Their customers will not just get what they need, but also get them where, how and when they need. They will not just post satisfactory results, They will write success stories. They will not just operate efficiently in the Indian economy, we will evolve it. They will not just spot trends; They will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow. It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. They shall keep relearning. And in this process, do just one thing. Rewrite Rules. Retain Values.

Group Vision
Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner.

Group Mission
They share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. They will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments for classes and for masses. They shall infuse Indian brands with confidence and renewed ambition. They shall be efficient, cost- conscious and committed to quality in whatever we do. They shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.

Core Values
Indian ness: confidence in ourselves. Leadership: to be a leader, both in thought and business. Respect & Humility: to respect every individual and be humble in our conduct. Introspection: leading to purposeful thinking. Openness: to be open and receptive to new ideas, knowledge and information. Valuing and Nurturing Relationships: to build long-term relationships. Simplicity & Positivity: Simplicity and Positivity in our thought, business Action. Adaptability: to be flexible and adaptable, to meet challenges. Flow: to respect and understand the universal laws of nature.

Various Strategies
After big bazaar coming to India it will be at its introduction stage so it is quite obvious that it will adopt some strategy for attracting the customers. The strategy which they would adopt is that they will have low price, high advertisements, it would offer different kind of schemes, offers, discounts, scratch cards, coupons. They would also give stress on providing the prompt services like home delivery, after sales services, guarantees and warrantees, so as to sustain in the market and to create a good reputation. Following are some additional strategies they require to adopt: Thorough market research Site selection and evaluation Employee search and training Less premium and low price branded goods in merchandise assortment. Gaming zone and restaurant Promotional activities like advertisement, seasonal discounts, festival offers, etc.

While formulating strategies we should keep in mind that strategies should be flexible. This is helpful to change or revival of strategy.

CONSUMER BEHAVIOUR AND RETAILING DECISIONS

CONSUMER BEHAVIOUR AND RETAILING DECISIONS:

Consumer behavior refers to the mental and emotional process and the observable behavior of consumers during searching, purchasing and post consumption of a product or service. Consumer behavior involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, sociopsychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general. Buyer behavior has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone.

Factors Affecting Consumer Buying Behaviour

Consumer buying behavior is influenced by the major three factors: Social Factors Psychological Factors Personal Factors.

A. Social Factors

Social factors refer to forces that other people exert and which affect consumers purchase behavior. These social factors can include culture and subculture, roles and family, social class and reference groups.

B. Psychological Factors

These are internal to an individual and generate forces within that influence her/his purchase behavior. The major forces include motives, perception, learning, attitude and personality.

C. Personal Factors

These include those aspects that are unique to a person and influence purchase behavior. These factors include demographic factors, lifestyle, and situational factors.

Consumer decision-making process generally involves five stages:

Information Search

Problem Recognition

Purchase Action

Alternative Evaluation Post purchase Actions

Consumer Attribute affecting choice of format between organized and unorganized Retail

RETAIL OUTLET SELECTION AND BRAND SELECTION:

There are three fundamental patterns, which a consumer can follow and they could be: (I) Brand first, retail outlet second (ii) Retail outlet first, brand second (iii) Brand and retail outlet simultaneously. A consumer wanting to buy a car may collect information on brands and purchase it from a retail outlet based on his perception of price offered or after sales service provided by the outlet (typically, search for information on brands is followed by retail outlet selection in durables). In certain product categories, especially where `category killers' exist, consumers may think of the retail outlet initially and then the brands (television, refrigerator and audio products retailed through outlets like Vivek and Co. in the South, could be an example). One more dimension may be to compare brands in the evoked set at retail outlets which also exist in an evoked set of their own. This is highly possible, especially in the Indian context where dealers develop a social relationship with consumers, especially in semiurban and rural areas. Primary research could be used to discover the specific sequence involved in a situation of this kind. A `brand first' dimension may need feature-based advertising and a `retail outlet first' dimension may require a set of point-of-purchase (POP) materials and special training to sales personnel to recognize the needs of consumers. Brand first and outlet second: The brand was probably thought of by the consumers because(i) the consumers may not have developed a relationship with any retailer which is strong enough to get into the `evoked retail set' or (ii) the brand has got into the evoked set because of advertising or positive word of mouth. Local advertising with the mention of brand names which have already got into the evoked set would enable consumers to be `pulled' to the outlet. Primary research may be required to identify the brands in the evoked set.

ORGANIZED VS UNORGANIZED RETAIL

Organized vs Unorganized Retail:

In the developed economies, organized retail is in the range of 75-80 per cent of total retail, whereas in developing economies, the unorganized sector dominates the retail business. The share of organized retail varies widely from just one per cent in Pakistan and 4 per cent in India to 36 per cent in Brazil and 55 per cent in Malaysia (Table 2.2). Modern retail formats, such as hypermarkets, superstores, supermarkets, discount and convenience stores are widely present in the developed world, whereas such forms of retail outlets have only just begun to spread to developing countries in recent years. In developing countries, the retailing business continues to be dominated by family-run neighbourhood shops and open markets. As a consequence, wholesalers and distributors who carry products from industrial suppliers and agricultural producers to the independent family-owned shops and open markets remain a critical part of the supply chain in these countries. Table 2.2: Share of Organized Retail in Selected Countries, 2006 CountryTotal Retail Sales (US$ bn) USA Japan China United Kingdom France Germany India 2,983 1,182 785 475 436 421 322 Share of Organized Retail (%) 85 66 20 80 80 80 4

Source: Planet Retail and Technopak Advisers Pvt. Ltd

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

The purpose of methodology is to describe the process involved in research work. This includes the overall research design, data collection method, the field survey and the analysis of data. Research is a common parlance refresh to a search for knowledge. One can also define research as a scientific & systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The advance learners dictionary of current English lay down the meaning research as a careful investigation & inquiry specially search for new facts in any branch knowledge. Research Design Research Design is the arrangement for conditioned for data collection & analysis of data in a manner that aims to combined relevance to research purpose with economy in procedure. A research design is a master plan or model for the conduct of formal investigation. It is blue print that is followed in completing study. The research conducted by me is a descriptive research. This is descriptive in nature because study is focused on fact investigation in a well structured from and is based on primary data. RESEARCH PLAN Type of study: For completing my study I have gone for sample study because looking at the size of population & the time limitation it was not convenient for me to cover entire population. Hence, I have gone for sample study rather than census study.

Sampling Plan A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure that researcher would adopt in selecting items to be inched in the sample i.e. the size of sample. Sampling plan is determined before data are collected. Steps in Sampling Sampling Frame: The list of sampling units from which sample is taken is called sampling frame. SAMPLING SIZE: Total sample size is 25. SAMPLING PROCEDURE: The selection of respondents were accordingly to be in a right place at a right time and so the sampling were quite easy to measure, evaluate and co-operative. It was a randomly area sampling method that attempts to obtain the sample of convenient.

ANALYSIS OF DATA

ANALYSIS OF DATA:

Data collected through questionnaire is being processed .This processed data is: a. Age wise distribution: A) <20 [ 12 RESPONDENTS ]

B) 20-29 C) 30-39 D) >40

[ 45 RESPONDENTS ] [25 RESPONDENTS ] [18 RESPONDENTS]

On the basis of above respondents the figures shows that maximum respondents i.e. 45 out of 100 are young age people. It means maximum no of customers belongs to young age group.

b. Gender wise distribution: A) MALE [ 58 RESPONDENTS ]

B) FEMALE [ 42 RESPONDENTS ]

On the basis of above respondents the figures shows that maximum respondents i.e. 58 out of 100 are males. It means maximum no of customers are male in malls due to family responsibility.

c. Education wise distribution: A) HIGH SCHOOL B) LESS THAN GRADUATION C) GRADUATION D) POST GRADUATION [ 08 RESPONDENTS] [ 12 RESPONDENTS ] [ 32 RESPONDENTS ] [ 32 RESPONDENTS ]

E) PROFESIONAL QUALIFICATION [ 16 RESPONDENTS ]

On the basis of above respondents the figures shows that maximum respondents i.e. 32 out of 100 are graduates and 32 out of 100 are post graduate. It means maximum no of customers are educated and aware about retail store.

d. Income wise distribution: A) LESS THAN Rs 20,000 [ 28 RESPONDENTS ]

B) BETWEEN Rs 30,000 TO 40,000 [ 48 RESPONDENTS ] C) BETWEEN Rs 40,001 TO 50,000 [ 20 RESPONDENTS ] D) MORE THAN Rs 50,000 [ 12 RESPONDENTS ]

On the basis of above respondents the figures shows that maximum respondents i.e. 48 out of 100 are having monthly income between Rs 30,000 to 40,000. It means maximum no of customers are belonging to upper middle class.

Q1.What type of retail stores you prefer? A) Organized B) Unorganized C) Both

Organized 60%

Unorganized 30%

Both 10%

Chart Title

Both 10% Unorganized 30% Organized 60%

Q2. If organized then what type of organized stores?

A) Branded Showrooms B) Malls

Branded Showrooms 51%

Malls 49%

Organized Stores
0% 0%

Malls 51%

Branded Showrooms 49%

Q3. If Unorganized then what type of unorganized stores? A) Kirana Shops B) Small society shops

Kirana Shops 65%

Small Society Shops 35%

Unorganized Stores
Unorganized Stores 70% 60% 50% 40% 30% 20% 10% 0 0% Kirana shops Small society shops 0 35% 65%

Q4. Do you think is there any price difference between products of organized and unorganized stores? A) Yes B) No

Yes 60%

No 40%

Pricing
70% 60% 60% 50% 40% 40% Pricing 30% 20% 10% 0 0% Yes No 0

Q5. Do you think organized stores provide more facilities then unorganized stores? A) Yes B) No

Yes

No

25%

25%

Facilities Provided
Facilities Provided 80% 70% 60% 50% 40% 30% 20% 10% 0 0% Yes No 0 25% 75%

Q6. Do you find any quality difference between the products of both the stores? A) Yes B) No

Yes 45%

No 55%

Quality difference
60% 50% 40% 30% 20% 10% 0 0% Yes No 0 55% 45%

Quality difference

Q7. Do you think that the price difference is due to the extra facilities provided by the organized stores? D) Yes E) No

Yes 80%

No 20%

Charge for facilities

Charge for facilities 90% 80% 80% 70% 60% 50% 40% 30% 20% 20% 10% 0 0% Yes No 0

Q8. Is the method of payment in organized stores is better then unorganized stores? A) Yes B) No

Yes 60%

No 40%

Method Of payment
Method Of payment 70% 60% 60% 50% 40% 40% 30% 20% 10% 0 0% Yes No 0

Q9. Do the facilities provided by organized stores attract you?

A) Yes B) No

Yes 65%

No 35%

Attracted by facilities
Attracted by facilities 70% 65% 60%

50%

40% 35% 30%

20%

10% 0 0% Yes No 0

Q10. Which store do you find more comfortable for shopping? A) Organized B) Unorganized Organized 55% Unorganized 45%

Organized

Unorganized

45%

55%

FINDINGS

FINDINGS
Customers preferences for grocery shopping are gradually shifting from local kirana stores to organized convenience stores. Age is one of the most important factors responsible for the changing preference of customers. Payment through credit cards is increasing purchases from convenience store. Brand Choice of customers is changing and this is also influencing shift from kirana to convenience store. . Maximum no of customers belongs to young age group. Maximum no of customers are male in malls due to family responsibility. It means maximum no of customers having nucleur family. Maximum no of customers are educated and aware about retail store. Maximum no of customers are belonging to upper middle class. Maximum no of customer are preferred Shopping Malls for purchasing. Maximum no of customers are time conscious and desire for many brand under one roof. Maximum no of customers are price conscious so maximum customers belongs to middle class. Maximum no of customers did not compromise quality with discount and offers.

SUGGESTIONS

SUGGESTIONS

1. The organized retail outlets should improve the quality of Vegetables & fruits they provide to customers.

2. The organized FMCG retail outlets should provide the free home delivery facility.

3. The organized FMCG retail outlets should increase the no. of billing counters in their outlets.

4. The organized FMCG retail outlets should also provide the credit facility to the lower class customers so that they can increase their market share.

5. The organized FMCG retail outlets should also provide the mobile van facility in the areas which are far away from the stores.

CONCLUSION

CONCLUSION

The past 4-5 years have seen increasing activity in retailing. And, various business houses have already planned for few investments in the coming 2-3 years. And though the retailers will have to face increasingly demanding customers, and intensely competitive rivals, more investments will keep flow in. And the share of organized sector will grow rapidly. retailing in India is surely poised for a takeoff and will provide many opportunities both to existing players as well as new entrants..

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 resulted in narrowing down the spending differences between the consumers of larger metros and those of smaller towns.

Lastly I want to conclude my project in some points-

 The customers are attracting towards shopping malls & retail outlets. The shopping malls & retail outlets are targeting to middle class customers because the purchasing power of this class is rapidly growing as well as the class is also growing. The young generation is fashion & show-off conscious so retail outlets are mainly focused on them. Most of the family wants to purchase from big showrooms and malls because there are no bargaining system so the have a trust that there is no cheating. The main strength of most of the retail outlets are providing attractive offers to attract customers. Big retail stores are running customer loyalty programmes which has increased profits and no. of customers.

LIMITATIONS OF THE STUDY

LIMITATIONS

1.

While conducting the survey the biggest problem faced was the very wide and vast

geographical area of the city and resources were limited. Hence the respondents of some localities could not be covered. 2. Another problem was that some people were suspicious about the survey and they

refused to disclose their identity and answering the questions. 3. The biasness and hesitation of the respondents in giving the answers to certain

questions 4. 5. Few respondents were not available at the time of taking the feedback. Time and money constraint was the limiting factor for the research.

QUESTIONNAIRE

QUESTIONNAIRE Questionnaire on Consumers changing Buying Behavior.

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 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 Q1. What type of retail stores you prefer? A) Organized B) Unorganized C) Both

Q2. If organized then what type of organized stores? C) Branded Showrooms D) Malls

Q3. If Unorganized then what type of unorganized stores? C) Kirana Shops D) Small society shops

Q4.Do you think is there any price difference between products of organized and unorganized stores? C) Yes D) No

Q5. Do you think organized stores provide more facilities then unorganized stores? C) Yes D) No

Q6. Do you find any quality difference between the products of both the stores? C) Yes D) No Q7) Do you think that the price difference is due to the extra facilities provided by the organized stores? F) Yes G) No

Q8. Is the method of payment in organized stores is better then unorganized stores? C) Yes D) No

Q9. Do the facilities provided by organized stores attract you? C) Yes D) No

Q10. Which store do you find more comfortable for shopping? C) Organized D) Unorganized

BIBLIOGRAPHY

BIBLIOGRAPHY

Goswami. P and Mishra. M, 2009, Would Indian consumers move from kirana store to organized Retailers when shopping for groceries, Asia Pacific Journal of Marketing and Logistics, Vol. 20, No. 1

ICRIER journal paper, September 2008 http://ssrn.com/abstract=994238

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