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No 11MB8758 Guide Prof. NSR Murthy Project Report submitted to the University of Mysore in partial fulfillment of the requirement of IV Semester MBA degree examinations 2013 International Institute of Business Studies,

University of Mysore, Manasagangothri,

Mysore -570006

I owe a great many thanks to a great many people who helped andsupported me for the completion of this project report. My deepest thanks to Dr.NSR MURTHY, Professor the Guide of the project for guiding and correcting various documents of mine with attention and care. He has taken pain to go through the project and make necessary correction as and when needed. My deep sense of gratitude to Umesh Gautam (Sales manager) , Jalans Group ,Varanasi for his supportand guidance. Thanks and appreciation to the helpful people at Jalans Group, Varanasi for their support. I would also thank my Institution and my faculty members without whom this project would have been a distant reality. I also extend my heartfelt thanks IIBS family and well-wishers.

I hereby declare that the project titled, A study on customer reaction to store environments is original work done by me during May-June 2012 under the guidance of Dr. NSR MURTHY, Professor, International institute of business studies. This project or any part thereof has not been submitted for any Degree / Diploma / Associate ship / Fellowship / any other title or recognition to this University or any other University / Institution. Place: Bangalore Date: (Ankit Mani Tripathi)

Chapter I 1.1 1.2 Literature review Introduction ... ... ... ... ... ... 1 3

Current scenario

Chapter-II 2.1 2.2 2.3

Industry and Company Profile Industry Profile Company Profile

Objectives of the study






6 13 23

Chapter-III 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11

Research Methodology Sources of Data ... Primary Data Secondary Data ... Sample design Sample size ...
Sample area...




... ...

25 25






25 25

... ...

... ... ...




25 25 25

Research instrument Sample Unit...


... ...

... ...

... ... ... ... ...

25 25 25 ... 26

Scope of the Study...

Data Analysis and Statistical Tools Used

Limitations of the study...





Data Analysis ...






Findings, Suggestions and Conclusions ... ... ...

Findings & Observations



Suggestions and recommendations

Conclusion Bibliography Appendices

Introduction 1.1 Introduction to Retail industry in India

The India Retail Industry is the largest among all the industries, accounting for over 10 per cent of the countrys GDP and around 8 per cent of the employment. The Retail Industry in India has come forthas one of the most dynamic and fast paced industries with several players entering the market. But allof them have not yet tasted success because of the heavy initial investments that are required to break even with other companies and compete with them.

The India Retail Industry is gradually inching itsway towards becoming the next boom industry.The total concept and idea of shopping has undergone an attention drawing change in terms of formatand consumer buying behavior, ushering in a revolution in shopping in India. Modern retailing hasentered into the Retail market in India as is observed in the form of bustling shopping centers, multi-storied malls and the huge complexes that offer shopping, entertainment and food all under one roof.A large young working population with median age of 24 years, nuclear families in urban areas, alongwith increasing workingwomen population and emerging opportunities in the services sector are goingto be the key factors in the growth of the organized Retail sector in India. The growth pattern inorganized retailing and in the consumption made by the Indian population will follow a rising graphhelping the newer businessmen to enter the India Retail Industry.

In India the vast middle class and its almost untapped retail industry are the key attractive forces for global retail giants wanting to enter into newer markets, which in turn will help the India RetailIndustry to grow faster.

Indian retail is expected to grow 25 per cent annually. Modern retail in Indiacould be worth US$ 175-200 billion by 2016. The Food Retail Industry in India dominates theshopping basket. The Mobile phone Retail Industry in India is already a US$ 16.7 billion business,growing at over 20 per cent per year. The future of the India Retail Industry looks promising with thegrowing of the market, with the government policies becoming more favorable and the

emergingtechnologies facilitating operations.


India is the country having the most unorganized retail market. Traditionally it is a familys livelihood,with their shop in the front and house at the back, while they run the retail business. More than 99% retailers function in less than 500 square feet of shopping space.

Global retail consultants KSATechnopark have estimated that organized retailing in India is expected to touch Rs135,000crore in theyear 2014-15. The Indian retail sector is estimated at around Rs 900,000 crore, of which the organizedsector accounts for a mere 2 per cent indicating a huge potential market opportunity that is lying in thewaiting for the consumer-savvy organized retailer.Purchasing power of Indian urban consumer is growing and branded merchandise in categories likeApparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewelry, are slowly becominglifestyle products that are widely accepted by the urban Indian consumer. Indian retailers need toadvantage of this growth and aiming to grow, diversify and introduce new formats have to pay moreattention to the brand building process. The emphasis here is on retail as a brand rather than retailersselling brands. The focus should be on branding the retail business itself. In their preparation to facefierce competitive pressure, Indian retailers must come to recognize the value of building their ownstores as brands to reinforce their marketing positioning, to communicate quality as well as value for money. Sustainable competitive advantage will be dependent on translating core values 7

combining products,




into a




strategy.There is no doubt that the Indian retail scene is booming. A number of large corporate houses Tatas,Rahejas, Piramalss, Goenkas have already made their foray into this arena, with beauty and healthstores, supermarkets, self-service music stores, new age book stores, every-day-low-price stores,computers and peripherals stores, office equipment stores and home/building construction stores.Today the organized players have attacked every retail category. The Indian retail scene has witnessedtoo many players in too short a time, crowding several categories without looking at their corecompetencies, or having a well thought out branding strategy.

Chapter 2

2.1 Industry profile

The Indian retail industry has experienced high growth over the last decade with a noticeable shift towardsorganised retailing formats. The industry is moving towards a modern concept of retailing. The size of India's retail market was estimated at US$ 435 billion in 2010. Of this, US$ 414 billion (95% of the market) was traditional retail and US$ 21 billion (5% of the market) was organized retail. India's retail market is expected to grow at 7% over the next 10 years, reaching a size of US$ 850 billion by 2020. Traditional retail is expected to grow at 5% and reach a size of US$ 650 billion (76%), while organized retail is expected to grow at 25% and reach a size of US$ 200 billion by 2020.

The US-based global management consulting firm, A T Kearney, in its Global Retail Development Index (GRDI) 2011, has ranked India as the fourth most attractive nation for retail investment, among 30 emerging markets. As Indias retail industry is aggressively expanding itself, great demand for real estate is being created. The cumulative retail demand for real estate across India is expected to reach 43 million square feet by 2013. Around 46 per cent of the total estimated demand between 2009 and 2013 will be come from Tier-1 cities. For instance, Pantaloon Retail added 2.26 million square feet (sq. ft.) of retail space during the fiscal 2011 and booked over 9 million sq. ft of retail space to fructify its expansion plans in future.

Some of the key players in the Indian retail market, with a dominant share are:


1) Pantaloon Retail Ltd, a Future group venture: Over 12 mn sq. ft. of retail space spread over 1,000 stores, across 71 cities in India.

2) Shoppers Stop Ltd: Over 1.82 mn sq. ft. of retail space spread over 35 stores, in 15 cities.

3) Spencers Retail, RPG Enterprises: Retail footage of over 1.1 mn sq. ft. with approx 250 stores, across 66 cities.

4) Lifestyle Retail, Landmark group venture: Has approximately 15 lifestyle stores and 8 Home centres. Other major domestic players in India are Bharti Retail, Tata Trent, Globus, Aditya Birla More, and Reliance retail. Some of the major foreign players who have entered the segment in India are

5)Carrefour which opened its first cash-and-carry store in India in New Delhi. 6 Germany-based Metro Cash & Carry which opened six wholesale centres in the country. 7)Walmartin a JV with Bharti Retail, owner of Easy Day storeplans to invest about US$ 2.5 billion over the next five years to add about 10 million sqft of retail space in the country. 8) British retailer Tesco Plc (TSCO) in 2008, signed an agreement with Trent Ltd. (TRENT), the retail arm of Indias Tata Group, to set up cash-and-carry stores.

2.1.1Growth of Retail Companies

Growth of Retail Companies inIndia exhibits the boom intheretailindustry in Indiaover the years. The increase inthe purchasing power of theIndianmiddle classes andthe influx of the foreigninvestments has been encouragi ng in the Growth of Retail Companies in India.Reasons for the growth of retail industry are: 11

ExistingIndianmiddle classes with anincreasepurchasing power Rise of upcoming business sectors like theIT andengineering firms Change inthe taste andattitude of theIndians Effect of globalization Heavy influx of FDIinthe retail sectors in India.

2.1.2 TYPES OF RETAIL The retail industry isdividedinto organizedandunorga nizedsectors. Organized retailing refers to trading activities undertakenby licensedretailers, thatis,thosewho are registeredfor sales tax, income tax, etc. These include thecorporate- backedhypermarkets andretail chains, andalso the privately owned large retail businesses.Unorga nizedretailing, onthe other handrefers to the traditional formats of low-cost retailing, for example, the localkiranashops, owner mannedgeneral stores, paan/beedishops, convenience stores, handcart andpavement vendors, etc.

2.1.3 Retailing Formats in IndiaMalls 12

The largest form of organizedretailing today locatedmainly inmetro cities,in proximity to urbanoutskirts. Ranges from 60,000 sq.ft. to 7, 00,000 sq.ft. and above.They productservice lendanideal shopping experience all under a with anamalgamationof



includeShoppersStop,Vishal Mega Mart,India bulls, Pantaloons.

Specialty Store
Chains such as the Bangalore basedKids Kemp, the Mumbai books retailer Crossword, RPG's Music Worldandthe Times Group's music chainPlanet M, arefocusingonspecific market segments andhave establishedthemselves

strongly in their sectors. 13

As thename suggests,discount stores or factory outlets,

offer discounts ontheMRPthrough selling inbulk reaching economies of scale or excess stock left over at the season. The product category carnage from a variety of perishable / nonperishable goods.

Department Stores
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further classified into localized departments such as clothing, toys, home, groceries etc. Departmental Stores are expected to take over the apparel business from exclusive brand showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, Vishal Mega Mart and now has more than sevenlarge stores (over 30,000 sq. ft) across India and evenhas its own in store brandfor clothes.

Hyper Markets / Super Markets

Large self service outlets, catering to varied shopper needs are termedas Supermarkets. These are located in or near residential high streets. These stores today contribute to30%of all food& grocery organized retail sales. Super Markets can further be classified into mini supermarkets typically 1,000 sqft to2,000 sqft and large


supermarkets ranging from of 3,500 sqft to 5,000 sq ft .having a strong focus on food& grocery and personal sales.

Convenience Stores
These are relatively small stores 400-2,000 sq. feet located near residential areas .They stock a limited range of high-turnover convenience products andare usually open for extended periods during the day, seven days a week. Prices are slightly higher due to the convenience premium.

2.1.4 Challenges In Retailing: Foreign Direct Investment:

FDI in retail in India, which has been recommended (to the extent of 51 per cent) by ICRIER, a New Delhi-based policy research group, is under the consideration of the Union Government. Indias retail industry being dominated by the unorganized sector, there is a threat that FDI could adversely affect the small retailers. Also, the threat Increases if report of the UK Competition Commission is to be believed, which says thousands of retail jobs were lost on the entry of hypermarkets through FDI in retail in the UK. As per Images Handbook 2006, employment in retail is 2nd largest after agriculture pegged at around 8% of Indias total employment, dominated by supermarkets and hypermarkets. Therefore FDI will throw up huge employment opportunities. Retail can create many new jobs in different sectors like BPO, Tourism & hospitality, etc. FDI will radically and favorably impact the value creation and modernization of India's retail sector.

The think-tank has suggested that any opening up of FDI in retail should be gradual (3-5 years) to give the domestic industry enough time to adjust to the 15

changes and to cope up with competition from Wal-Marts and Carrefour of the world.

In terms of number of retail outlets, India ranks highest in the world with around 12 million outlets across the country. The excellent network of retail outlets is going to be one of the principle driving forces behind the growth of the retail industry. On the other hand, the per capita retail space is among the lowest in the world at 2 sq ft. per person as opposed to 16 sq ft. per person in the US.

This fragmented nature of retail space seems to indicate a tremendous opportunity for Indian retail to organize and reap the benefits of economies of scale.

The Price-sensitive Consumer:

The Indian consumers are price-sensitive and bargain-driven. Prices of branded products are uniform throughout the country. Unbranded products or lesser-known brands offer a very large margin to retailers, thereby allowing them to offer discount.

Brand Competition:
The Indian urban consumers are value conscious. Many brands have established themselves strongly over years. Despite the absence of an international retail chain, international brands have edged out local competition by focusing on economies of scal

2.2 Company Profile


Jalan Group is a Varanasi (U.P.) based business house engaged in textile trading through its wholesale and retail enterprises. It was set up with the pioneering effort of Sri Deendayal Jalan in 1974. The organization is inspired by the principles and ideologies of its founder Sri Deendayal Jalan, who believes in providing the best products and services to customers at the most reasonable price. The best use of technology, human resource and business acumen, has brought the Jalan Group to be one of the leading corporate of this region, and on its way to becoming the National Textile Conglomerate.


Privately owned and professionally managed Jalan Group is having a firm foothold in Eastern U.P. with an excellent track record it constantly focuses on achieving new heights. All the endeavors of the organization are directed towards Achieving customer satisfaction. With more than 1000 Employees and several offices across the country, the annual turnover of the group has successfully crossed the milestone of 500 crores in 2010-2011. A traditional business group with modern technology uses, this company operates with value system and ethics and helps its employees realize their potential through innovative HR practices. The company's goal is to empower and provide employees with dynamic career path in congruence with corporate objectives. Allround potential development and performance improvement is ensured by regular in-house and external training. The foundation of the company's growth is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings.

The group strongly believes in giving back to the society through its various endeavors in promoting art and culture and other community development activities. The company thus enjoys the image of a trustworthy and socially responsible organization.


Jalan Group, the leader in textile trading is also having two retail outlets-"Jalan's" at Varanasi in addition to its whole setup Jalan Synthetics. Started as one store enterprise to support the whole sale trading and to directly provide cloths to consumers at lower price in 1999,has become today the Biggest cloth store with highest sale in North India. These shops offer affordable cloth & clothings at lowest possible rates to suit every segment of the society. From one shop to multiple, from one floor to five floors it has grown up very fast catering all price ranges. The cost benefit that is derived from the large direct &experienced wholesale purchase with strong office network throughout India is passed on to customer , therefore the slogan of business is 'Sasta BhiAcchhaBhi'.

2.2.1 Aim/Vision/Mission

To become the most preferred retail organization in the categories and locations we operate in through economic pricing and business excellence while upholding our values and integrity, to improve the quality of life of our customers and associates. 1.GYANWAPI-The first retail outlet of the group is situated at Gyanwapi, Varanasi near the famous Kashi Vishwanath temple. Since its inception in 1999, this store has become the choice of thousands of valued customers. This shop offers a full range of textile products like Saris, Suiting, Shirting, Dress Material, Furnishing cloth, Towel, Handloom etc. The per square feet sale of the store is Rs.4800 which is one of the highest in India! 19

2.DURGAKUND-The second Retail store of the group Kabira complex is situated at Durgakund, Varanasi in front of ManasMandir. It was started in 2005 and makes available all textile products to its customers at reasonable prices. Moreover, it also proffers to the customer other categories (apart from textile) like Watches, Camera, Mobile, Cosmetics, Jewelry, Toys, Utensils & Crockery, Footwear, Gold and Silver Jewelry etc. The store also has a food court which serves delicious meals and snacks at reasonable prices. 3.BANSPHATAK-This store exclusively sells readymade garments. It acts like the readymade branch of the Gyanwapi store. It is a fairly new addition by the Retail division of the group. It opened in the year 2008 and in a short span of time has started attracting large number of footfalls. 4.KUTCHEHRY-The newest member of the Jalans RetailFamily is the Kutchehry Store. Its grand opening was held on 30th October, 2010 in the auspicious presence of Pujya RameshbhaiOzaJi. It is a 16,000 square feet store and makes available all varieties of clothes and other categories.

2.2.2 MISSION:
To ensure the right intakes and vigorous marketing for targeted growth with the help of qualitative system and core values to accomplish the vision.


C- Care for customer R- Respect for associate E- Excellence through teamwork A- Always eager to learn T- Trust mutually E- Ethical practices



Group Chairman: Sri DeendayalJalan Managing Director: Sri KeshavJalan Jt. Managing Director: Sri SuryakantJalan President & C.E.O.: Sri Krishna Kumar Jalan Directors: Sri Jai Krishna Burman& Sri BhagirathJalan.

2.2.5Social Projects
With support of group Surabhi Goshala,and others acts for betterment of cows. At present these goshalas serve 1500 cows and in two decades it has prevented approximately 60,000 cows from slaughter house.

These goshalas are dedicated towards preventing indigenous varieties of cowsGanga tiri, Gir, Haryana etc.

Cow dung thus obtained has helped astoundingly in converting acres of barren land into fertile land. Further this dung is also used for producing Gobar gas and various types of indigenous fertilizers like-Gobar compost khad, Samanvaykhad ,Nadepkhad , Slurry khad, Jhatpatkhad etc.


Milk as well as other milk products obtained from these cows is made available to people through GorasBhanda.

Seth KisorilalJalanSaraswatiShisuMandir and Higher Secondry School

In continuation of its effort of serving the society at large, the Jalan group has been instrumental in establishment of school for serving the rural base children.

The group has formed Seth Kisorilal JalanSeva trust to properly execute such needed project. To recognize such budding excellence, to build good character and to promote the concept of responsible and active citizen so that that they can contribute in the development of our society and nation. This school is situated at Chakka Harahua near the bank of river Varuna (15 km. far from the Varanasi city). Since its inception in 1995 it has played a big role in improving the academic status towards grooming the personality of its students. The school is having hostel facility, which helps in continuing smooth schooling of students from distant area. Students start their day from Morning Prayer which helps them in gaining focused approach towards the aim of their life. Time to time yoga classes are organized through they gain sound physical and mental status.


To inculcate team spirit and logical thinking among the students occasionally cultural programs, science exhibitions and other group activities are organized. School is dedicated towards making the students get acquainted with our culture and to inculcate these values in their day to day life, so as to build good character and true citizen of nation.

Women Empowerment
Since the wind of change is sweeping across the globe in which women are marking major contribution and there is strong need of empowering them at the grass root level. With the support of Surabhi research Centre we provide platform to unexposed talent of these rural women under the head-Mahila UdyamitaVikas Kendra.

Volunteers of Surabhi research center introduced Learn and earn program for these menial women, in which training related with stitching different type of dresses under the head Silai Prashikshan Kendra embroidery & designing on Ladies Suit,Saree,Making pickle, Papad Snacks etc. Our group helps in continuous evolving process of women because of which these women have made a number of gains in variety of spheres.

The result of empowerment of women in this area is amazing and it has helped in raising the economic and social status of women.

Mahila UdyamitaVikas Kendra is a source of inspiration, income and similarly a big backbone support to all those women associated with it.


2.2.6Jalans concern
Plastic is used through out the world for a abroad no. of reasons. Although plastic is certainly a globally important product there are many environmental concern associated with its use.

The fact that plastic is durable means it degrades slowly in addition burning plastic can some times results in toxic fumes. Aside from trying to get rid of plastic , creating it can be costly to the environment as well as it takes a large amount of chemical pollutant to create plastic as well as significant amount of fossil fuels, seeing the environmental threats of plastic our organization looks for strategic environmental themes .

And since there is nothing hidden that packing charge contribute a major cost and even then we bear all cost on us and save about 10,000 kilograms of plastic every year and use jute and other environmentally friendly material for the same.

2.2.7Products Saree
Comes both in computer work and hand work 1-Synthetic Saree 2- Surat Saree

Banarsi &Banarsi Local: Satan ,Katan, Pure Satan, Nylon, Bright Karishma,
Art crape, Tapeta, Crystal, Sciffon, KhaddiSciffon, Tussar Silk.

Bangloree: Pure silk, Handloom, Crape, Georgette,


Kolkata: Premium, Handwork, Ariwork, Pitaizari, Sequence work, Ganthwork, Antique work, Zardozi work, Resham work.

Jaipur: Georgette, Viscose Patra, Chimki, Sequence, Bandhej, Khaddi print, Handwork, Ariwork, Kasab work.

Cotton: Printed, Chunari, Laharia, Discharge Print, Rubber print, Gold print, Resham Kadhai, Pearl, Light print and crystal,

Spun: Printed, Laharia, Raidana.

Mau: Crystal, Polyster, Karishma.

Rajkot: Ghatchola work and Print Chunari.

SuratSaree: Roto, Dkimaya, Dani, Russian, Orient, Lazer, Crape, Kimaya, Crape Jacquard , Viscose, Tisoo, 60 Gram,Sciffon.

Suiting: Plane 2x1 `58` Plane 2x15 `56`, Mattie 2x15 `58`, Solid `58` 2x30, Tasa, Pickx Pick, Twill (Woolen Piece), Silky Satan, PC Cotton, P.V., Pitch Finish , Counter Safari( P.V. 2.60 cut, P.V.3.00 cut), Counter PC Pant( P.V., P.V. 1.20,1.30 cut) , 100% Cotton (1.30 Cut)

Shirting Plane Shirting (Synthetics)-Shirting, Lining, Check, Embroidery, Self, Linen, Ajesting (Embroidery), Kurta.

Silk: Paper Silk, Matka Silk, Katan, Desi check, Khadi Silk. Cotton Shirting: Plane, Check. Lining, Selfs, Lilen, Print. Tanda Terricot: Kurta, Pocketing Astar. 25

PC Shirt: Plane, Lining, Check, Cuff and color, Embroidery, Silk, Kurta.

PC set: Match and Mix

Dress Material Qualities: Silver Mat, Pitch, D-china, Ultra Satan , American Crape, Russian Dani, Lazer, Liyon, Viscose, Rasgulla, French Crape, Braso, Vizi-Lizi, Cambric, Silk

Bleach and Dyed Items Qualities: Adhhi, Dhoti, Bleach Saree,Gray Dhoti, Khadi,Lattha, Roto, LalShalu, Tapestic, Rubia, Vayal, Malmal, Marqueen, Patta, Poplin.

Handloom Items Qualities: Than Parda, Loongi, Dupatta, Gamchha, Shawl, Blanket, Dari, Mattie, Casement, KhadiGamchha, Towel

Ready Made Items: Ladies Wear: Ladies Suit, Night Suit, Nightie etc. Men`s Wear: Pant, Shirt, Kurta, Pajama, Night Suit. Girls Wear: Frock, Top, Skirts etc. Boys Wear: Pant, Shirt, T-shirt etc.


2.3 Objectives of the study

To identify customers reactions to store environments. To understand the quality of service maintained in the store. To determine the performance of sales persons in the store. To determine the overall performance of the store.


Chapter - 3

Research methodlogy


3.1 Sources of Data: The data has been collected from primary as well as secondary sources

3.2 Primary Data: Data collection from primary Sources from primary data (through consumer survey on the basis of questionnaire. 3.3 Secondary data: Secondary Data was collected from internet (companies websites), and manuals of company.

3.4Sample design: In selecting the sample for the survey special care to be taken to be sure that it was covering all the floors. 3.5Sample size: 108 Respondents 3.6Sample area: Jalans Kabira complex, Varanasi

3.7Research instrument: The tool used for data collection was Structured Questionnaire which was designed keeping the objective in mind. Some direct questions were asked to respondent. 3.8Sample Unit: Men and Women who visited store often or Occasionally. 3.9Data Analysis and Statistical Tools Used: The data was analyzed using Statistical Package for Social Sciences (SPSS) software. Percentages, Measures of Central Tendency, Frequencies

3.10Scope of the Study: The scope of the research has been restricted to Jalans kabira complex, Varanasi.

3.11Limitations of the study


First limitation is that customer is not willing to provide personal information. If any respondent ready to fill up questionnaire then he/she not willing to provide their income related information thats why sometimes this types of survey become difficult to analyse. Due to time constraints customer does not answered all the questions properly. The study was conducted only for 45 days.


Chapter - 4

Data analysis& interpretation

1. Male( )

Female ( )


Gender Frequency Percent Valid Percent Cumulative Percent Males 54 50.0 50.0 50.0 Valid Females 54 50.0 50.0 100.0 Total 108 100.0 100.0 Table No 4.1.1

Chart Title

2 29%

1 71%

Comments: The graph is showing that out of 108 respondents 71% are males and 29% are females.

2. Married ( ) Single ( )


Frequency Percent Valid Percent Cumulative Percent Married 53 49.1 49.1 49.1 Valid Single 55 50.9 50.9 100.0 Total 108 100.0 100.0

Table No 4.1.2

1 2

Comments: The study shows that out of 108 respondants 55 are single and 53 are married.

3. Family Income (in Thousands) : a)<10 b) 10-20 b) 21-40 d) 41-60 e) 61-100 33 f) 100-150 g)>151

Table No 4.3 Frequency Percent Valid Percent Cumulative Percent <10 7 6.5 6.5 6.5 11-20 28 25.9 25.9 32.4 21-40 50 46.3 46.3 78.7 41-60 14 13.0 13.0 91.7 Valid 61-100 5 4.6 4.6 96.3 101-150 2 1.9 1.9 98.1 >150 2 1.9 1.9 100.0 Total 108 100.0 100.0

Comments:Most of customers visiting the store is having monthly salary between 21000 to 40000.

4.No. of people in the family 34

a) 1

b) 2

c) 3

d) 4

e) 5

f) 6

Table No 4.1.4 Frequency Percent Valid Percent Cumulative Percent 2 14 13.0 13.0 13.0 3 27 25.0 25.0 38.0 4 22 20.4 20.4 58.3 Valid 5 24 22.2 22.2 80.6 6 21 19.4 19.4 100.0 Total 108 100.0 100.0

Comments: Most of the people who visited jalan have 3 to 5 family members.

5. No of people earning in the Family a) 1 b) 2 c)3 d) 4 35

Table No 4.1.5

Frequency Percent Valid Percent Cumulative Percent 1 73 67.6 67.6 67.6 2 30 27.8 27.8 95.4 Valid 3 4 3.7 3.7 99.1 4 1 .9 .9 100.0 Total 108 100.0 100.0

3 4%

4 1% 0%

2 28%

1 67%

Comments: Most of the customers coming in the store have only one member who earns for the family.

6.Your Age 36

a) <16 b) 16-21 Table No 4.1.6

c) 22-30

d) 31-40

e) 41-55 f) >55

17-21 22-30 31-40 Valid 41-55 >55 Total

Age Frequency Percent Valid Percent Cumulative Percent 13 12.0 12.0 12.0 50 46.3 46.3 58.3 28 25.9 25.9 84.3 10 9.3 9.3 93.5 7 6.5 6.5 100.0 108 100.0 100.0

Comments: Most of the customers visiting the store is from age group between 22-30.

7. Education 37

a) School b) 12th Std. c) Graduate d) P.G. e) Doctorate Table No 4.1.7

Frequency Percent Valid Percent Cumulative Percent Schooling 4 3.7 3.7 3.7 Plus 2 20 18.5 18.5 22.2 U.G. 52 48.1 48.1 70.4 Valid P.G. 23 21.3 21.3 91.7 Doctorate 9 8.3 8.3 100.0 Total 108 100.0 100.0

60 50 40 30


10 0


Plus 2




Comments:From this survey it is found that about 48% percent customers visiting the store is Post Graduate.

8. Occupation a) Service b) Businessman c) Homemaker d) Self-employed e) Student. 38

Table No 4.1.8

Frequency Percent Valid Percent Cumulative Percent Service 31 28.7 28.7 28.7 Business 17 15.7 15.7 44.4 Homemaker 18 16.7 16.7 61.1 Valid Self Employed 1 .9 .9 62.0 Student 41 38.0 38.0 100.0 Total 108 100.0 100.0

Comments:From the above graph it is found that most of the customers visiting the store is students and servicemans B. 1. How often do you visit this store? 39

____ Weekly ____ Fortnightly ____ Thrice Monthly ____ Monthly Table No 4.2.1 Frequency Percent Valid Percent Cumulative Percent Weekly 26 24.1 24.1 24.1 Fortnightly 13 12.0 12.0 36.1 Valid Monthly 69 63.9 63.9 100.0 Total 108 100.0 100.0

Comments:It is inferred from the surveythat most of the customers visit the store monthly.

2. How much time do you spend in the store? 40

____ < 30 Minutes ____ 1 Hour ____ 1-2 Hours ____ 2-3 Hours Table No 4.2.2

Frequency Percent Valid Percent Cumulative Percent <30 Minutes 5 4.6 4.6 4.6 1 Hour 25 23.1 23.1 27.8 Valid 1-2 Hours 45 41.7 41.7 69.4 2-3 Hours 33 30.6 30.6 100.0 Total 108 100.0 100.0

3000-5000 15%

<1000 23%

2000-3000 23%

1000-2000 39%

Comments: Fromthe above chart we ascertain that 39% of the customers vising the
store is earning between 1000-2000 and 15% is earning between 3000-5000.

3. How much money do you spend every time you visit the store? ____ a) <1000 41

____ b) 1000-2000 ____ c) 2000-3000 ____ d) 3000-5000 ____ e) >5000 Table No 4.2.3

Frequency Percent Valid Percent Cumulative Percent <1000 1000-2000 2000-3000 Valid 3000-5000 >5000 Total 21 36 21 14 16 108 19.4 33.3 19.4 13.0 14.8 100.0 19.4 33.3 19.4 13.0 14.8 100.0 19.4 52.8 72.2 85.2 100.0

Chart Title
>5000 15% <1000 20%

3000-5000 13%

2000-3000 19%

1000-2000 33%

Comments: It is ascertained from the graph that most of the customer visiting the store is spending money between 1000-2000.

4. How far this store meets your monthlyrequirements? 42

____ a) >25% ____ b) 26-50% ____ c) 51-75% ____ d) 100% Table No 4.2.4

Frequency Percent Valid Percent Cumulative Percent <25% 30 27.8 27.8 27.8 26-50% 44 40.7 40.7 68.5 Valid 51-75% 33 30.6 30.6 99.1 100% 1 .9 .9 100.0 Total 108 100.0 100.0

Comments: From the above chart it is find that store is not fully fulfilling the basic needs of customers.


5. How do you feel about sales persons behavior? A) Excellent B) Good C) Average D) Bad Table No 4.2.5

Frequency Percent Valid Percent Cumulative Percent Excellent 28 25.9 25.9 25.9 Good 57 52.8 52.8 78.7 Valid Average 20 18.5 18.5 97.2 Bad 3 2.8 2.8 100.0 Total 108 100.0 100.0

4 3% 3 18% 1 26%

2 53%

Comments: From the above pie chart it inferred that the behavior of sales persons towards the customers is good.

6. The cleanliness maintained in the store is


A) Excellent

B) Good

C) Average D) Bad

Table No 4.2.6 Frequency Percent Valid Percent Cumulative Percent Excellent 38 35.2 35.2 35.2 Good 58 53.7 53.7 88.9 Valid Average 12 11.1 11.1 100.0 Total 108 100.0 100.0

Good Average bad

Comments: This research show that the cleanliness maintained in the store is good and excellent.

Part II: Now that you have had a chance to take in the store atmosphere, please mark the adjective that best describes your mood. Base your answers on how the setting and what was happening around you, made you feel. 45

1. Happy Unhappy ____ a. Extremely Happy ____ b. Happy ____ c. Slightly Happy ____ d. Neither Happy nor Unhappy ____ e. Slightly Unhappy ____ f. Unhappy ____ g. Extremely Unhappy Table No 4.3.1


Extremely Happy Happy Slightly Happy Neither Happy nor Unhappy Sightly Unhappy Unhappy Total

Frequency Percent Valid Percent Cumulative Percent 30 27.8 27.8 27.8 53 49.1 49.1 76.9 10 9.3 9.3 86.1 6 7 2 108 5.6 6.5 1.9 100.0 5.6 6.5 1.9 100.0 91.7 98.1 100.0


Comments:From the above chart we can analyze that majority of the customers are happy and out of 108 customers 30 are Extremely happy.


2. Satisfied Unsatisfied ____ a. Extremely Satisfied ____ b. Satisfied ____ c. Slightly Satisfied ____ d. Neither Satisfied nor Unsatisfied ____ e. Slightly Unsatisfied ____ f. Unsatisfied ____ g. Extremely Unsatisfied

Table No 4.3.2


Extremely Satisfied Satisfied Sightly Satisfied Neither Satisfied nor Unsatisfied Sightly Unsatisfied Unsatisfied Total

Frequency Percent Valid Percent Cumulative Percent 23 21.3 21.3 21.3 62 57.4 57.4 78.7 13 12.0 12.0 90.7 6 3 1 108 5.6 2.8 .9 100.0 5.6 2.8 .9 100.0 96.3 99.1 100.0


Neither Satisfied nor Unsatisfied 6% Sightly Satisfied 12%

Sightly Unsatisfied 3% Extremely Satisfied 21%

Satisfied 58%

Comments:From the data collected we can determine that 58% of customers visiting the store is satisfied from the internal environments 3% are Slightly unsatisfied.


Next, please mark the option that you believe best describes the environment.

3. Surprising Layout Usual Layout ____ a. Extremely Surprising Layout ____ b. Surprising Layout ____ c. Slightly Surprising Layout ____ d. Neither Surprising or Usual Layout ____ e. Slightly Usual Layout ____ f. Usual Layout ____ g. Extremely Usual Layout Table No 4.3.3

Frequency Percent Valid Percent Cumulative Percent Extremely Surprising Layout Surprising Layout Sightly Surprising Layout Neither Surprising nor Usual Sightly Usual Layout Usual Layout Total 1 30 8 10 7 52 108 .9 27.8 7.4 9.3 6.5 48.1 100.0 .9 27.8 7.4 9.3 6.5 48.1 100.0 .9 28.7 36.1 45.4 51.9 100.0



Comments:The survey shows the layout of the store is usual for 52 customers while for 30 customers it is surprisingout of 108 customers surveyed.


4. Unordered Displays Orderly Displays ____ a. Extremely Cluttered Displays ____ b. Cluttered Displays ____ c. Slightly Cluttered Displays ____ d. Neither Cluttered nor Orderly Displays ____ e. Slightly Orderly Displays ____ f. Orderly Displays ____ g. Extremely Orderly Displays

Table No 4.3.4

Frequency Percent Valid Percent Cumulative Percent Extremely Cluttered Display Cluttered Display Sightly Cluttered Display Valid Sightly Orderly Displays Orderly Displays Extremely Orderly Displays Total 12 29 9 2 53 3 108 11.1 26.9 8.3 1.9 49.1 2.8 100.0 11.1 26.9 8.3 1.9 49.1 2.8 100.0 11.1 38.0 46.3 48.1 97.2 100.0


Comments:From the above chart it is ascertain that most of the customers find the displays in ordered way while some of them said it is cluttered.


5. Crowded Uncrowded ____ a. Extremely Crowded ____ b. Crowded ____ c. Slightly Crowded ____ d. Neither Crowded nor Uncrowded ____ e. Slightly Uncrowded ____ f. Uncrowded ____ g. Extremely Uncrowded

Table No 4.3.5


Extremely Crowded Crowded Slightly Crowded Neither Crowded nor Uncrowded SlightlyUncrowded Uncrowded Total

Frequency Percent Valid Percent Cumulative Percent 10 9.3 9.3 9.3 53 49.1 49.1 58.3 11 10.2 10.2 68.5 7 2 25 108 6.5 1.9 23.1 100.0 6.5 1.9 23.1 100.0 75.0 76.9 100.0


Comments: It is inferred that most of the customers find the store crowded while some of them said is un crowded.


6. Stimulating Music Dull Music ____ a. Extremely Stimulating Music ____ b. Stimulating Music ____ c. Slightly Stimulating Music ____ d. Neither Stimulating nor Dull Music ____ e. Slightly Dull Music ____ f. Dull Music ____ g. Extremely Dull Music Table No 4.3.6

Frequency Percent Valid Percent Cumulative Percent Extremely Stimulating Music Stimulating Music Slightly Stimulating Music Valid Neither Stimulating nor Dull Music Slightly Dull Music Dull Music Total 26 55 9 7 2 9 108 24.1 50.9 8.3 6.5 1.9 8.3 100.0 24.1 50.9 8.3 6.5 1.9 8.3 100.0 24.1 75.0 83.3 89.8 91.7 100.0


Comments: From the above chart it is ascertained that the music in the store is most of the times stimulating while for sometimes it is dull.


7. Difficult Easy to move about in ____ a. Extremely Difficult to move about in ____ b. Difficult to move about in ____ c. Slightly Difficult to move about in ____ d. Neither Difficult nor easy to move about in ____ e. Slightly Easy to move about in ____ f. Easy to move about in ____ g. Extremely Easy to move about in

Table No 4.3.7

Frequency Percent Valid Percent Cumulative Percent Extremely Difficult to Move Difficult to Move Sightly Difficult to Move Valid Neither Difficult nor Easy to Move Sightly Easy to Move Easy to Move Total 6 9 15 11 5 62 108 5.6 8.3 13.9 10.2 4.6 57.4 100.0 5.6 8.3 13.9 10.2 4.6 57.4 100.0 5.6 13.9 27.8 38.0 42.6 100.0



From the above chart it is inferred that customers find it is easy to

move about in the store while for few it slightly difficult to move in the store.


8. Noisy Quiet ____ a. Extremely Noisy ____ b. Noisy ____ c. Slightly Noisy ____ d. Neither Noisy nor Quiet ____ e. Slightly Quiet ____ f. Quiet ____ g. Extremely Quiet

Table No 4.3.8


Extremely Noisy Noisy Sightly Noisy Neither Noisy nor Quiet Sightly Quiet Quiet Total

Frequency Percent Valid Percent Cumulative Percent 3 2.8 2.8 2.8 32 29.6 29.6 32.4 18 16.7 16.7 49.1 8 8 39 108 7.4 7.4 36.1 100.0 7.4 7.4 36.1 100.0 56.5 63.9 100.0


Comments: The survey show that sometimes the store environment is noisy and sometimes it is quiet.


How do the following factors influence your decision to make a purchase in the store?

1. Value For Money ____ a. Very Important ____ b. Quite Important ____ c. Not very Important ____ d. Not at all Important Table No 4.4.1 Value for Money Frequency Percent Valid Percent Cumulative Percent Very Important 81 75.0 75.0 75.0 Valid Quite Important 27 25.0 25.0 100.0 Total 108 100.0 100.0
Not at all Not Very Important Important 0% Quite 2% Important 5%

Chart Title

Very Important 93%

Comments: From the above graph it is inferred that Value for money is very important(93%) for customers. 62

2. Quality ____ a. Very Important ____ b. Quite Important ____ c. Not very Important ____ d. Not at all Important

Table No 4.4.2

Frequency Percent Valid Percent Cumulative Percent Valid Very Important 108 100.0 100.0 100.0

Very Important

Comments: All the consumers has said that the quality of the product for them is very important during the purchase of any product. 63

3. Variety, e.g. sizes and colors ____ a. Very Important ____ b. Quite Important ____ c. Not very Important ____ d. Not at all Important Table No 4.3.3


Frequency Percent Valid Percent Cumulative Percent Very Important 100 92.6 92.6 92.6 Quite Important 6 5.6 5.6 98.1 Not Very 2 1.9 1.9 100.0 Important Total 108 100.0 100.0

50 40 30 20 10 0 Very Important Quite Important Not Very Important


Comments: Almost all the customers have responded that the size and colours of the product is also important for them. 64

4. Sales/Discounts ____ a. Very Important ____ b. Quite Important ____ c. Not very Important ____ d. Not at all Important Table No 4.4.4


Very Important Quite Important Not Very Important Not at all Important Total

Frequency Percent Valid Percent Cumulative Percent 53 49.1 49.1 49.1 31 28.7 28.7 77.8 18 6 108 16.7 5.6 100.0 16.7 5.6 100.0 94.4 100.0

Chart Title
Not Very Important 17% Not at all Important 5%

Very Important 49% Quite Important 29%

Comments:From the above chart it is found that for some(49%) discounts is very
important while for some it does not matters.


5. Brand of the Store, e.g. Image & Name ____ a. Very Important ____ b. Quite Important ____ c. Not very Important ____ d. Not at all Important Table No 4.4.5


Very Important Quite Important Not Very Important Not at all Important Total

Frequency Percent Valid Percent Cumulative Percent 79 73.1 73.1 73.1 21 19.4 19.4 92.6 4 4 108 3.7 3.7 100.0 3.7 3.7 100.0 96.3 100.0

Chart Title
Very Important Not Very Important Quite Important Not at all Important

Comments: It is also found from the study that the brand of the store also influence customers. 66

6. Parking Space for Vehicles ____ a. Very Important ____ b. Quite Important ____ c. Not very Important ____ d. Not at all Important Table No 4.4.6 PD-Parking Space Frequency Percent Valid Percent Cumulative Percent Very Important 90 83.3 83.3 83.3 Quite Important 13 12.0 12.0 95.4 Not Very 5 4.6 4.6 100.0 Important Total 108 100.0 100.0


Comments: The survey shows that the parking space of the store also influence the customers and it is very important for them. 67

7. Location, e.g. Nearby your house ____ a. Very Important ____ b. Quite Important ____ c. Not very Important ____ d. Not at all Important Table No 4.4.7


Frequency Percent Valid Percent Cumulative Percent Very Important 76 70.4 70.4 70.4 Quite Important 22 20.4 20.4 90.7 Not Very 10 9.3 9.3 100.0 Important Total 108 100.0 100.0

Not Very Important 9%

Not at all Important 0%

Quite Important 21% Very Important 70%

Comments:From the above graph it is inferred that for 70% of the consumers location is very important factor while for 9% it is not at all important. 68

Rate the overall performance of Jalans. A) Excellent B) Very good C) Good D) Average E) Bad

Frequency Percent Valid Percent Cumulative Percent Excellent 58 53.7 53.7 53.7 Very Good 28 25.9 25.9 79.6 Valid Good 21 19.4 19.4 99.1 Average 1 .9 .9 100.0 Total 108 100.0 100.0

Comments: The graph shows that the Jalans overall performance is Excellent.


Chapter - 5



Findings& Observations
Maximum number of consumers visiting the store is on monthly basis. The store does not able to meets the monthly requirements of customers. Store is performing well in attracting the customers. Cleanliness and hygiene maintained in the store is excellent. Behaviour of the sales persons is good towards the customers. Most of the customers feel happy and satisfied inside the store. Most of the time store is crowded from the point of customers. Location of Jalan is outstanding. Customers find easy to move inside the store. The music in the store is stimulating. Value for money and quality of product is very important for consumers. Sales and discounts does not always influence a consumer buying behaviour. Space for parking vehicles also influence for making decision in purchase. Location of the store is very important for the customers. The overall performance of jalanskabira complex is excellent in Varanasi city.


5.2Suggestions and recommendations

Cleanliness and hygiene should be maintained regularly. More basic human needs should be added. The sales person behaviour should be improved. Some more benefits will be given to employees so that they can give their full effort in sales. Keep all range of jeans all the time. There should be a separate department for inventory management.