DISSERTATION REPORT

ON Consumer perception towards the Organized Retail

Services in India
SUBMITTED BY
TAMSEEL HUSAIN PGDM-(11-12) ROLL NO: PGDM130

UNDER THE GUIDANCE OF

MR. PANKAJ CHAUHAN

DECLARATION

I hereby confirm that all the information in the above activities is true and a replica of my findings, contribution and conclusions from the different phases of the project. The information used has not been copied from a particular source but is a self creation on the basis of research and information gathered from the sources in the field at different times. It

represents the findings, views, opinions and conclusions of the research only, and is provided as is without warranties of any kind. I reconfirm all the claims made regarding the self contribution and appraisals.

TAMSEEL HUSAIN PGDM(2011-2012) ROLL NO.PGDM130 SECB

CERTIFICATE
The following report ON Consumer perception towards the organized Retail services in India is hereby approved as a certificate study in management carried out and presented in a manner for the award of Master of Business Administration full verification regarding the project. for which it has been submitted. It is understood that the undersigned approve the Project Report and giving the

Mr.PANKAJ CHAUHAN (Faculty Guide)

ACKNOWLEDGEMENT

I would hereby like to take the opportunity to express a token of my appreciation for all the support and help that I received from ABS, NOIDA, GALGOTIA BUSINESS SCHOOL towards completing my research work in Consumers perception towards retail services. I would like to thank my project guide, Mr. PANKAJ CHAUHAN, I would also give thank to Ms. BHAVNA CHATURVEDI for her guidance which made an indispensable contribution to the progress and completion of my project. Also, the resources provided by Library department were of immense help in the smooth execution of the project. Working for this project under Mr.PANKAJ CHAUHAN, had been a great learning experience of my life.

TAMSEEL HUSAIN

Enroll no. PGDM130 ILM-COLLEGE FOR MANAGEMENT STUDIES

EXECUTIVE SUMMARY
Indian economy is undergoing through a major shift from an unorganized retail sector towards an organized retail sector. Presently, total retail business in India accounts for $300 bn, which comprises of merely 7.5 per cent of organized retail, thus it possess a great potential of growth in near future.

At present the organized sector accounts for only 2 to 4% of the total market although this is expected to rise by 20 to 25% on YOY basis. The Indian retail market, which is the fifth largest retail destination globally, has been ranked as the most attractive emerging market for investment in the retail sector by AT Kearney's eighth annual Global Retail Development Index (GRDI), in 2010 the retail sector is expected to contribute upto 25 per cent of India's GDP by the end of 2011.

Retail growth in the coming few years is expected to be stronger than GDP growth, driven by changing lifestyles and by strong income growth, which in turn will be supported by favorable demographic patterns With Indias growing economy, its people are also evolving to new sphere of retail formats, organized retail industry cannot function without a sound service delivery system due to which it becomes very important to understand the consumers perception towards organized retail services. Such services are important to support and

provide most cost efficient, economical and convenient services to consumers, so as to gain a competitive edge against the competitor.

This project report deals with evaluation of the consumers perception towards different services offered by organized retail formats and their effect on consumer likes. For this study, primary data has been collected through questionnaires and analyzed thorough using mean. The outcome of this research helped in understanding that services like discounting facilities, product presentation, ambience, efficient handling of long queues at billing centre and providing help desks inside the store are few of the important services that are crucial from the point of view of consumers.

Chapter 1

INTRODUCTION

RETAILING
Retailing consists of the sale of goods or merchandise from a fixed location, such as a department store or kiosk, or by post, in small or individual lots for direct consumption by the purchaser. The word Retail is derived from the French word Retaillier meaning to cut a piece off or to break bulk Retailing is the set of activities that markets products or services to final consumers for their own personal or household use. It does this by organizing their availability on a relatively large scale and supplying them to customers on a relatively small scale. Retailer is a Person or Agent or Agency or Company or Organization who is instrumental in reaching the Goods or Merchandise or Services to the End User or Ultimate Consumer. Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller

quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy.

Shops may be on residential streets, shopping streets with few or no houses, or in a shopping center or mall, but are mostly found in the central business district. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. In the U.S., retailers often provided boardwalks in front of their stores to protect customers from the mud. Online retailing, also known as e-commerce is the latest form of non-shop retailing. CHARACTERISTICS OF RETAILING Retailing can be distinguished in various ways from other business such as manufacturing. Retailing differs from manufacturing in following ways: There is direct end-user interaction in retailing. It is the only point in the value chain to provide a platform promotions . Sale at a retail level generally in smaller unit sizes. Location is critical factor in retail business. In most retail business services are as important as core pro. There are large number of retail units compared to members of the value chain. This occurs primarily to meet the requirements of geographical coverage and population density.

Evolution of Indian retail

Historic/Rural Reach

Traditional/Perva sive Reach

Government Supported

Modern Formats/ International

PDS Outlets Khadi Stores Cooperatives Convenience Stores Mom and Pop/Kiranas

Exclusive Brand Outlets Hyper/Super Markets Department Stores Shopping Malls

Weekly Markets Village Fairs Melas

Source of Entertainmen t

Neighborhood Stores/Convenie nce

Availability/ Low Costs / Distribution

Shopping Experience/Efficie ncy

RETAIL INDUSTRY
Retail Industry basically comprises of two sectors:-

Organized Sector

Unorganized Sector

(I)

Organized Sector: Organized retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses.

It is a form of retailing which is sponsored by big corporate groups having various types of store formats using sophisticated technology supply chain of management which leads to effective handling of operating and deliver value for money to consumer cost

(II)

Unorganized Sector: Unorganized retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local kirana shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc.

It is a form of retailing which is-

owned by a single proprietor low capital investment supported by small personnel staff Average size limiting to less than 500 sq. ft. Using no sophisticated technology leading to inefficiency in handling operating cost.

There are various retail formats currently in use in India. These include hyper and supermarkets, convenience stores, department stores and specialty chains. Among these formats a notable trend has been the development of integrated retail-cum-entertainment centers and malls as opposed to stand-alone developments.

Retail Scenario in India

As the corporates the Piramals, the Tatas, the Rahejas, ITC, S.Kumars, RPG Enterprises, and mega retailers- Crosswords, Shoppers 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 200308. 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.

Present Scenario Of Indian Retail industry

The Indian retail market, which is the fifth largest retail destination globally, has been ranked as the most attractive emerging market for investment in the retail sector by AT Kearney's eighth annual Global Retail Development Index (GRDI), in 2009. As per a study conducted by the Indian Council for Research on International Economic Relations (ICRIER), the retail sector is expected to contribute to 22 per cent of India's GDP by 2010. With rising consumer demand and greater disposable income, the US$ 400 billion Indian retail sector is clocking an annual growth rate of 30 per cent. It is projected to grow to US$ 700 billion by 2010, according to a report by global consultancy Northbridge Capital. The organised business is expected to be 20 per cent of the total market by then. In 2008, the share of organised retail was 7.5 per cent or US$ 300 million of the total retail market. A McKinsey report, 'The rise of Indian Consumer Market', estimates that the Indian consumer market is likely to grow four times by 2025. Commercial real estate services company, CB Richard Ellis' findings state that India's retail market has moved up to the 39th most preferred retail destination in the world in 2009, up from 44 last year. India continues to be among the most attractive countries for global retailers. Foreign direct investment (FDI) inflows as on September 2009, in single-brand retail trading, stood at approximately US$ 47.43 million, according to the Department of Industrial Policy and Promotion (DIPP).

India's overall retail sector is expected to rise to US$ 833 billion by 2013 and to US$ 1.3 trillion by 2018, at a compound annual growth rate (CAGR) of 10 per cent. As a democratic country with high growth rates, consumer spending has risen sharply as the youth population (more than 33 percent of the country is below the age of 15) has seen a significant increase in its disposable income. Consumer spending rose an impressive 75 per cent in the past four years alone. Also, organised retail, which is pegged at around US$ 8.14 billion, is expected to grow at a CAGR of 40 per cent to touch US$ 107 billion by 2013. The organised retail sector, which currently accounts for around 5 per cent of the Indian retail market, is all set to witness maximum number of large format malls and branded retail stores in South India, followed by North, West and the East in the next two years. Tier II cities like Noida, Amritsar, Kochi and Gurgaon, are emerging as the favoured destinations for the retail sector with their huge growth potential. Further, this sector is expected to invest around US$ 503.2 million in retail technology service solutions in the current financial year. This could go further up to US$ 1.26 billion in the next four to five years, at a CAGR of 40 per cent.

Factors Responsible For The Development Of the Retail Sector In India

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 1994-95; this is expected to decline to 17.8% by 2009-10 Liberalization of the Indian economy which has led to the the opening up of the market for consumer goods has helped the MNC brands like Kellogs, 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 Indias 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.

Retail Formats In India

Different Types of Retail Formats Popular in India are: Hyper marts Department Stores Speciality Stores Discount Stores

Department Stores:
A department store is a retail establishment which specializes in selling a wide range of products without a single predominant merchandise line. Department stores usually sell products including apparel, furniture, appliances, electronics, and additionally select other lines of products such as paint, hardware, toiletries, cosmetics, photographic equipment, jewellery, toys, and sporting goods.

Department stores provide a distinctive shopping experience to customers in account of services (home delivery, credit card, restaurants, cloakroom and changing rooms etc.) extended along with the core offerings and atmospherics of the of the retail store. Price of the offerings is relatively high due to trained sales staff, range of merchandise offered and services, and high capital investments. Department Stores, generally, opt for centralized buying taking in to consideration the preferences and tastes of the consumers. In the case of multiplicity of the

department carries out its own buying in accordance with the demand patterns of their customers. Example: Ebony, Westside, Globus, Lifestyle, Pantaloons, Shoppers Stop (in India)

Discount Stores:
A discount store is a type of department store, which sell products at prices lower than those asked by traditional retail outlets. Most discount department stores offer wide assortments of goods; others specialize in such merchandise as jewelry, electronic equipment, or electrical appliances. Retailers offering a broad variety of merchandise mix, limited or no service and low prices are characterized by low margin, heavy advertising, low investments on fixtures, limited support from sales people etc.Discount Stores prefer shopping centers that provide space at lower rents as they attract customers from other adjoining stores in the shopping centre.

Speciality Stores:
Specialty stores are small stores which specialize in a specific range of merchandise and related items. Most stores have an extensive width and depth of stock in the item that they specify in and provide high levels of service and expertise.

Speciality Stores stress on a limited number of complementary product categories and extend a high level of services to their customers. In India, the traditionally independent retailers in the specialized market centre operate in a particular product category. Recently, with the advent of organized retailing, many companies and retail chains have opted for this retail. Example: Furniture (Gautier), Watches (Titan) Durables (viveks).

TITAN SHOWROOM

Hyper Marts:
Hyper mart or Hypermarket or multi-department store is a superstore which combines a supermarket and a department store. The result is a very large retail facility which carries an enormous range of products under one roof, including full lines of groceries and general merchandise. When they are planned, constructed, and executed correctly, a consumer can ideally satisfy all of their routine weekly shopping needs in one trip.

Hyper marts, like other big-box stores, typically have business models focusing on high-volume, low-margin sales. Example: Big Bazaar, Spencer (in India)

Indian Retail Sector

The Indian retail sector can be broadly classified into: Food Retailers Health and Beauty Products Clothing and Footwear Home furniture and Household Goods Durable Goods Leisure and Personal Goods

(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 fora 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. Food Retails Health and Beauty Products Clothing and Footware Home Furniture & Household Goods Durable Goods Leisure & Personal Goods 27% 10% 36% 7% 12% 10%

Organized Retail Sector

Leisure and Personal Goods 10% Durable Goods 12% Home Furniture and Household Goods 7% Clothing and Footware 36%

Food Retails 27% Health and Beauty Products 10%

STORE LAYOUTS

A well-planned retail store layout allows a retailer to maximize the sales for each square foot of the allocated selling space within the store. Store layouts generally show the size and location of each department, any permanent structures, fixture locations and customer traffic patterns. Each floor plan and store layout will depend on the type of products sold, the building location and how much the business can afford to put into the overall store design. Different Types of Store Layouts:1. Straight Floor Plan 2. Diagonal Floor Plan 3. Angular Floor Plan 4. Geometric Floor Plan 5. Mixed Floor Plan
Straight Floor Plan: The straight floor plan is an excellent store layout for

most any type of retail store. It makes use of the walls and fixtures to create small spaces within the retail store. The straight floor plan is one of the most economical store designs.

 Diagonal Floor Plan: The diagonal floor plan is a good store layout for self-

service types of retail stores. It offers excellent visibility for cashiers and customers. The diagonal floor plan invites movement and traffic flow to the retail store.

Angular Floor Plan: The angular floor plan is best used for high-end

specialty stores. The curves and angles of fixtures and walls makes for a more expensive store design. However, the soft angles create better traffic flow throughout the retail store.

 Geometric Floor Plan: The geometric floor plan is a suitable store design for

clothing and apparel shops. It uses racks and fixtures to create an interesting and out-of-the-ordinary type of store design without a high cost.

Mixed Floor Plan: The mixed floor plan incorporates the straight, diagonal

and angular floor plans to create the most functional store design. The layout moves traffic towards the walls and back of the store.

ORGANIZED RETAIL INDUSTRY OUTLOOK

WHY INDIA IS CONSIDERED A LUCRATIVE MARKET?

Strategic advantage of India in labour force and tremendous opportunity for talent growth in future compared to other developed and developing countries.

On the basis of market potential and market attractiveness, India scores well with great stability in political, social conditions and growth in economic and technological front. In a year when consumer spending and retail sales are declining in home markets, global expansion to emerging markets increases in importance as a strategy for growth. Unlike most developed markets, GDP in emerging markets is expected to continue to grow, albeit at a slower rate, and populations in many emerging countries are younger, increasingly urban and showing a growing interest in modern retail formats.

The larger, more resilient emerging markets sit atop the 2009 GRDI as they are most likely to lead the economic recovery. India is ranked number one, followed by Russia and China in the eighth annual Global Retail Development IndexTM, a study of retail investment attractiveness among 30 emerging markets. The 2009 GRDI findings include: India tops the list of most attractive emerging markets followed by Russia and China The UAE climbs 16 places in the GRDI due to high retail spending per capita and Abu Dhabi's promise of retail opportunity Vietnam falls six places due to declines in exports and the resulting decline in GDP, but long-term outlook is still positive Leading the 2009 Apparel Index, Brazil is the most attractive emerging market for retail apparel driven by total clothing sales, young population and high annual clothing sales per capita

RETAIL MARKETING STRATEGIES

The retail Strategies can be broken into two major heads i.e.: Controllable Factors. Uncontrollable Factors.

Controllable Factors:

Those factors which can be controlled by the retailers and are mainly related to the Micro Environment of retailing business. Such Factors are under direct control of the retailer. These can be : Store Formats. Store Locations. Management Policies and Strategies. Merchandise Management and Pricing. Communicating with Customer i.e. PROMOTIONAL TECHNIQUES. Store Layouts. HR Policies. Information Technology Processing.

Uncontrollable Factors: Those factors which cannot be controlled by the retailers and are mainly related to the Macro Environment of retailing business. Such Factors are not under direct control of the retailer. These can be : Consumers Competition. Retail Technology. Economic Conditions Legal Conditions. Political Conditions.

 Seasonality.

RETAIL MIX VARIABLES

MAJOR INDIAN RETAILERS

REI AGRO LTD Retail Formats - 6TEN Hyper & 6TEN Super RPG Retail-Formats - Music World, Books & Beyond, Spencers Hyper, Spencers Super, Daily & Fresh Future Group (Pantaloon Retail) Formats- Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc. The Tata Group-Formats- Westside, Star India Bazaar, Steel junction, Landmark, Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma. K Raheja Corp Group-Formats- Shoppers Stop, Crossword, Hyper City, Inorbit Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International Franchise brand stores. Pyramid Retail-Formats- Pyramid Megastore, TruMart Nilgiris-Formats- Nilgiris supermarket chain Trinethra- Formats-Fabmall supermarket chain and Fabcity hypermarket chain Vishal Retail Group-Formats - Vishal Mega Mart BPCL-Formats - In & Out Reliance Retail-Formats - Reliance Fresh Reliance ADAG Retail-Format - Reliance World Aditya Birla Retail Format - MORE stores, Madura Garments, Planet fashion, Trouser Town

K Raheja Corp Group

Retailing in India is up for transition. It has broken the safe and claustrophobic space of an eggshell and rearing to grow into a giant that will match the retailing practices of the west. K Raheja Corp are the pioneers in organized retail by taking a first giant step to successfully establish a retail store know as "Shopper's Stop" The group is expanding its retail chains across the country on the back of the vast experience it gathered from feedbacks and keen observance of people's taste keeping in tune with its culture, customs, traditions and income. Crossword, Inorbit Mall & Hyper City have set new bench marks on the basis of information and adaptation of worldwide changes, innovations and new techniques in retailing practices.

Shoppers' Stop Limited

Shoppers' Stop is the K Raheja Group's foray into the retail industry and was the first organized department store to come up in India. The Company operates twelve departmental stores across the country and is the most recognized brand in the industry. The next phase of its expansion, will see it adding three stores totaling 1,00,000 sq.ft. every year

Future Group
Future Group's vision is to, "Deliver Everything, Everywhere, Everytime to Every Indian Consumer in the most profitable manner." One of the core values at Future Group is, 'Indianess' and its corporate credo is Rewrite rules, Retain values. Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to cater to the entire Indian consumption space. The Future Group operates through six verticals: Future Retail (encompassing all retail businesses), Future Capital (financial products and services), Future Brands (management of all brands owned or managed by group companies), Future Space (management of retail real estate), Future Logistics (management of supply chain and distribution) and Future Media (development and management of retail media). Pantaloon Retail (India) Limited, is India's leading retail company with presence across multiple lines of businesses. The company owns and manages multiple retail formats that cater to a wide cross-section of the Indian society and is able to capture almost the entire consumption basket of the Indian consumer.

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines the look and feel of Indian bazaars, with aspects of modern retail, like choice, convenience and hygiene. This was followed by Food Bazaar, food and grocery chain and launch Central, a first of its kind seamless mall located in the heart of major Indian cities. Some of it's other formats include, Collection i (home improvement products), E-Zone (consumer electronics), Depot (books, music, gifts and stationary), aLL (fashion apparel for plus-size individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its etailing venture, futurebazaar.com. The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint venture companies with a number of partners including French retailer Etam group, Lee Cooper, Manipal Healthcare, Talwalkar's, Gini & Jony and Liberty Shoes. Planet Retail, a group company owns the franchisee of international brands like Marks & Spencer, Debenhams, Next and Guess in India

RPG Group

RPG Enterprises, established in 1979, is one of Indias fastest growing business groups with a turnover touching USD $3.25 billion. The group has more than twenty companies managing diverse business interests in the areas of Power, Transmission, Technology, Retail and Entertainment. Spencers Retail is one of Indias fastest growing retail stores with multiple formats and retailing food, apparel, fashion, electronics, lifestyle products, music and books. Established in 1996, Spencers has become a popular destination for shoppers in India with supermarkets, hypermarkets and dailies spread all over India. Music World is Indias largest chain of music stores retailing the widest range of international and Indian music. Books & Beyond, a new vertical by Spencers Retail, is a chain of stores that offers a comprehensive range of books, as well as toys, gifts and stationery. The stores also have a dedicated section for music and home videos from Music World. RPG Cellucom, is Indias leading Cellphone & Laptop retail chain, and showcases a wide variety of mobility products from leading brands like Nokia, Motorola, Sony Ericsson, Samsung, HP/Compaq, Toshiba, Lenovo, Acer among others. The stores offer customers a wide range of mobile phones, PDAs, Notebooks, Mobile enhancements, Mobile entertainment, IT accessories and Peripherals and Connectivity solutions.

Trent (TATA Group)

Established in 1998, Trent operates some of the nation's largest and fastest growing retail store chains. A beginning was made in 1998 with Westside, a lifestyle retail chain, which was followed up in 2004 with Star India Bazaar, a hypermarket with a large assortment of products at the lowest prices. In 2005, it acquired Landmark, India's largest book and music retailer. In a recently signed deal, Trent has agreed to anchor 12 malls set up by DLF Universal Ltd across the country, at its Westside, Landmark and Star India Bazaar outlets. This amounts to about 27 locations, totalling to about a million square feet of space. Trent retails garments and household accessories for men, women and children, cosmetics and perfumes at Westside, food, beverages, health and beauty products, vegetables, fruits, dairy products, consumer electronics and household items at Star India Bazaar and books, music and stationery at Landmark.

Reliance Retail
Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India. Reliance Fresh recently (24th Jan, 2007) opened several "Fresh" outlets in Chennai, New Delhi, Hyderabad, Jaipur, Mumbai, Chandigarh, Ludhiana increasing its total store count to 40. Reliance is still testing its retail concepts by controlled entry beginning in the southern states.

Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various formats that Reliance has rolled out. In addition, Reliance Retail has entered into an alliance with Apple for setting up a chain of Apple Specialty Stores branded as iStore, starting with Bangalore.

STRATEGIES

K Raheja Group STRATEGIES

Plans to open 310 Shoppers Stop outlets by 2010 and 70 new Crossword outlets. One of the oldest Indian player (since: October 27, 1991) , thus have established brand and distribution network. Acquired software tool called Business Solutions to enhance their CRM initiatives and manage their 2,30,000 customer database. Under CUSTOMER EXPERIENCE PROGRAM called FIRST CITIZENS, it offers Reward points and exclusive cash counters at the store.

Future Group STRATEGIES

 The company registered a turnover of Rs.2019 Crore for FY 2007-08. Approx. 70 Food Bazaars, 44 Big Bazaars, 27 Pantaloons Stores & 1st of its kind store called MPort store opened in Mumbai on 12th Feb07, 3 Brand Factories stores & 10 Shoe factory stores. Thus striving to achieve their target of A STORE A DAY, plans to open 3300 stores by 2010. Big Bazaar introducing offers like Exchange everything Old & get anything new , Sabse Saste 3 Din and Wednesday Bazaar . Future Groups first store called HOME TOWN opened in April 07 at Noida. Separate SBUs:- Future Logistics (management of supply chain and distribution) & Future Brands (management of all brands owned or managed by group companies). Pantaloons tying up with farming communities & assuring them of purchasing a certain quantity at a fixed price before the sowing season, thus controlling PRICE FLUCTUATIONS later. Can evolve on vast customer experience and existing models.

RPG Group STRATEGIES

Spencers established in 2001 currently 80 stores. Plans to expand into other major cities and B-cities also. Music World is India's largest music and home video retail chain with 279 outlets
across India, having a market share of 20 25%.

Estimates to hire 7000 people by next FY.

Trent (TATA Group) STRATEGIES

A beginning was made in 1998 with Westside, a lifestyle retail chain, which was followed up in 2004 with Star India Bazaar, a hypermarket. In 2005, it acquired

Landmark (76% holding), India's largest book and music retailer. This amounts to about 27 locations, totaling to about a million square feet of space. Littlewoods was renamed Westside, today WESTSIDE has achieved a 50% growth. Spacious stores designed to give an international look. Enhancing service levels and further leveraging the companys Club West loyalty programme. Expand its retail base with rapid launches of new stores across the country.

Reliance Retail STRATEGIES

Plans a total control from Seed-to-Shelf . Also in talks with Arvind Mills to produce jeans that can be sold at Rs.199 . Trying to have an approach of a Reinvented Kirana Store through Convenience stores & Hyper-markets with Rs. 25000 crores retail foray.

DEVELOPING PORTERS 5 FORCES MODEL

Threats from new entrants (HIGH)

Attractiveness of market & 51% FDI, inviting domestic & foreign players into this market. Global players like Wal-Mart, Carrefour has huge experience in market concept. Following SEED TO SHELF approach to enjoy cost advantages. Applying Low margin-High profit policy, thus practicing Economies to Scale.

Bargaining power of buyers (HIGH)

 Tremendous buyer volume & middle income group is growing at a rate of 10%. Falling interest rates providing easier consumer credit. Indian consumers are very price sensitive, thus more prone to switch over to rival
brands.

Greater access to information, thus fooling a buyer is not easy.

Bargaining power of suppliers (LOW)

Most players going for Seed-to-shelf approach, thus MINIMISING their dependence on suppliers. Foreign players have their expertise in their distribution system & back-end operations. The present suppliers have low ability to integrate forward.

Threat From Substitutes (HIGH)

Still a majority of Indian consumer avoids shopping in big hyper-markets or malls, presuming a higher price. Local KIRANA stores have an extensive reach to the local consumer, like a SHOPNEXT-DOOR. Indians are still not use to a Self-Service shopping, i.e. browsing through whole store to pick-up their required item.

Competitive Rivalry (MODERATE)

The market size gives enough opportunity to all the players. In a country like India there could be five to six players comfortably.

SWOT Analysis (Organized Retail)

STRENGTHS Retailing is a "technology-intensive" industry. Retailers today work closely with their vendors to predict consumer demand, shorten lead times, reduce inventory holding and ultimately save cost. Salespeople are ready to assist in every phase of the locate-compare-select process.

 KIRANA
Nielsen Media)

stores

dont

practice

in-store

advertising.

In-store advertising has 57% Brand Recall as compared to 24% for TV Ads. (Source:

WEAKNESS Actual conversions of footfall into sales for a mall outlet is approximately 20-25% On the other hand, a local street store has an average conversion of about 50-60%. (Source: Nielsen Media) As a result, a stand-alone store has a ROI (return on investment) of 25-30%; in contrast the retail majors are experiencing a ROI of 8-10%.
(Source: Nielsen Media)

Low consumer loyalty. OPPORTUNITIES The Indian middle class is already 30 Crore & is projected to grow to over 60 Crore by 2010 making India one of the largest consumer markets of the world. The IMAGES-KSA projections indicate that by 2015, India will have over 55 Crore people under the age of 20 - reflecting the enormous opportunities possible in the kids and teens retailing segment. The 'retail boom', 85% of which has so far been concentrated in the metros is beginning to percolate down to these smaller cities and towns which are expected to grow to 20-25%. THREATS Shopping culture has not developed in India as yet. Even now malls are just a place to hang around with family and friends and largely confined to window-shopping.

 If unorganized sector could form a cartel, then they can also have the opportunity to buy in bulk from manufacturers & pass on the discounts to consumers, thus can come at par with most modern retail outlets.

Chapter 2

REVIEW

OF LITERATURE

1. Forecasting Sales: A Model and Some Evidence from the Retail Industry by Russell J. Lundholm(Stephen M. Ross School of Business at the University of Michigan ), Sarah E. McVay(University of Utah) and Taylor Randall(University of Utah - School of Accounting and Information Systems). This paper presents a sales forecasting model and tests the model on a sample of firms in the Retail industry. The model distinguishes between sales growth due to an increase in the number of sales-generating units (e.g. opening new stores) and growth due to an increase in the sales rate at the existing units (e.g. the comparable store growth rate). The model accommodates different trends in the sales rates, allowing new stores to earn more or less than existing stores, perhaps because new stores are different sizes than existing stores or may take either a long time to reach maturity or alternatively enjoy an early fad status. We show how to use the historical series of sales, stores and comparable store growth rates to estimate the sales rates on new stores and on existing stores. The model uses only a few years of firmspecific, publicly available information, yet generates in-sample forecast errors of less than two percent of sales, generates out-of-sample forecast errors that are comparable to analyst revenue forecasts, and when used with analyst forecasts, adds significant incremental information. 2. The Consumption Pattern of Indian Consumers: Choice between Traditional and Organized Retail by Mridula S. Mishra (Indian Institue of Foreign Trade) - June 15, 2007 Organized retail has started to spread its roots in the Indian market since past one decade and is gradually making mark among all sections of the society. This paper tries to explore the way organized retail has dramatically changed not only the Indian traditional retailing structure by also the consumption behavior. The consumption behavior was examined with the help of a structured questionnaire. The results show that, for consumers, the shopping mall or variant of organized retail format is the preferred type of retail store, due to convenience and variety.

3. The Role of Retail Competition, Demographics and Account Retail Strategy as Drivers of Promotional Sensitivity by Peter E. Rossi (University of Chicago - Booth School of Business), Sanjay K. Dhar (University of Chicago - Marketing Management) and Peter Boatwright (Carnegie Mellon University - David A. Tepper School of Business)- July 2002 In this research study of the determinants of sensitivity to the promotional activities of temporary price reductions, displays, and feature advertisements is done. Both the theoretical and empirical literatures on price promotions suggest that retailer competition and the demographic composition of the shopping population should be linked to response to temporary price cuts. However, datasets that span different market areas have not been used to study the role of retail competition in determining price sensitivity. We also allow for retailers in the same market to have correlated sales response equations through a variance component specification. Our results indicate that retail strategic variables such as price format are the most important determinants of promotional response, followed by demographic variables. Surprisingly, we find that variables measuring the extent of retail competition are not important in explaining promotional response. 4 .The gap between the expected and actual service quality of retail stores in

Hydrabad by Sudarshan Chaudhhary( Birla institute of management and technology)- August 14, 2008
This study assesses the gap between expected and actual service quality of retail stores in Hyderabad. Improving service quality is believed to improve profitability and enhance retail store performance. Such improvements however, require monitoring and continuous measurement of performance along service dimensions that determine standards of service quality.

Chapter 3

PROBLEM STATEMENT

1) Problem Definition 2) Objectives of the Study

PROBLEM DEFINITION
How are the services important for consumers in building up the image of the organized retail sector?

OBJECTIVES OF THE STUDY

To identify customers needs, wants and expectations from organized retail formats. To identify different types of services to cater the needs of the customers. To analyze the bearing of each type of service on customers and identify the crucial services from the point of view of consumers. Based on the analysis, making suggestions and recommendations to improve the services to customers.

Chapter 4

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Research refers to search for knowledge. Research is an academic activity & it is used in technical sense. The role of research is to provide a method for obtaining those answers by inquiringly studying the evidence within the parameters of the scientific method.. According to American Marketing Association, marketing research is the systematic gathering, recording & analyzing of data about problems relating to the marketing of goods & services

RESEARCH DESIGN:
For the study Descriptive Research study is used. The purpose of carrying out descriptive research is to identify the cause of something that is happening. Descriptive Research, with the

help of secondary data, describes data and characteristics about the population or phenomenon being studied.
The research was a combination of both Conclusive and Descriptive Research type of research. As the data used is collected through questionnaire and is helping to give reasons for the problems and answers the questions who, what, where, when and how.

SAMPLING DESIGN
Sampling: Sample Size:
Convenience Sampling.

100

Data Collection Techniques:

Primary Data: Questionnaire. (See Annexure) Organized Retail Stores like Big Bazaar, Spencers ,

Area Covered:
of East Delhi.

Westside, Shoppers Stop, MORE Store, Reliance Fresh, Pantaloons in various malls

Secondary Data:
Analysis of Data:

Magazines, Newspapers, Journals and Internet.

Data collected through Questionnaire and Data Analysis is done with the help of Simple Mean.

Interpretation and Report Writing

Graphs (Pie Charts)

Findings Recommendations

 Conclusion

Chapter 5

RESULTS AND DISCUSSIONS

RESPONDENTS DEMOGRAPHIES

According to Age:

Respondent's Demography by AGE

2 0 -2 9 3 0 -3 9 4 0 -4 9 5 0 -5 9 6 0 -6 9

4.00% 19.00%

18.00%

23.00% 36.00%

According to Profession:

Respondent Demography by PROFESSION 18.00% 26.00% 5.00% 22.00%

Public Service Professionals Private Service

29.00%
Businessman Consultants

According to Gender:

Respendent Demography by GENDER

Male Female

43.00%

57.00%

The above details clearly suggests the facts that the majority of population entering the organized stores comes in the age category of (40- 49) which falls in mediocre age groups . Products related to these age customers are needed to be focused upon so as to increase the sales . The organized retail chains can also make use of this data in understanding what to produce , what are the products in demand, etc and it helps the company to make production decision and managing the supply chain for the same.

RESULTS AND DISCUSSIONS

Parameter 1 ::: FREQUENCY OF SHOPPING

Shopping Frequency

22.00%

0% 34.00%

44.00%
Daily Weekly Fortnight Monthly

INTERPRETATION:
The result of Shopping Frequency parameter can used for further analysis of next parameter i.e. Frequency to shop at Organized Retail Outlet. Now we shall see how many Fortnightly shoppers and Weekly shoppers visit the organized retail outlets for shopping purposes.

Parameter 2 ::: FREQUENCY TO SHOP AT ORGANIZED RETAIL

Shopping Frequency At ORAGNIZED RETAIL OUTLETS 6% 17%

15%

32% 30%
Very Frequently Rarely Frequently Very Rarely Occasionally

Sub Parameter (A): Weekly Shoppers frequency to visit Organized Retail Outlet.

We have 34 out of 100 shoppers who shop on a weekly basis, and the following graph showcases their frequency to visit an organized retail outlet.

Weekly Shopper's Frequency at ORAGNIZED 2% RETAIL OUTLETS 7% 14% 46% 31%

Very Frequently Rarely

Frequently Very Rarely

Occasionally

Sub Parameter (B): Fortnightly Shoppers frequency to visit Organized Retail Outlet.

We have 44 out of 100 shoppers who shop on a weekly basis, and the following graph showcases their frequency to visit an organized retail outlet.

Fortnightly Shopper's Frequency at ORAGNIZED RETAIL OUTLETS 2% 12% 8%

27%

51%

Very Frequently Rarely

Frequently Very Rarely

Occasionally

INTERPRETATION
The above two graphs depict that the frequency of Fortnightly shoppers is more at organized retail outlet than that of weekly shoppers. So new steps are required to be taken so as to create new demands in the market.

Parameter 3 RETAIL REVOLUTION LED TO INCREASE IN VARIETY OF

PRODUCTS AT ONE PLACE FOR CONSUMERS.

12%

7%

17%

26%
Strongly Agree Neither Agree Nor Disagree Strongly Disagree Agree Disagree

38%

INTERPRETATION
38% respondents agree that retail revolution led to the increase in the variety Of products atone place for consumers and 17% strongly agree. But the 12% respondents are disagree. This indicates that still there are group of customers who need i.e. 7% who are not accepted the organized retail format and who has not realized its benefit.

Hence they need to be focused upon so as to realize the importance.

Parameter 4 ::: PREFERENCE TO CHOICE OF PRODUCT CATEGORY

AT ORGANIZED RETAIL BY CONSUMERS.

Food Retails Apparels Home Appliances Books Entertainment Products Toy/Sports Items Health Products Jewellery /watches/ Foot ware Home Furniture & Household Goods Durables and Mobiles

Consumer Preference by Product Category in Organized Retail

8% 7% 3% 5% 1% 12%
Apparels Books Health Products Home Improvement Products Durables and Mobiles Food Items Home Appliances Entertainment Products Toys/Sports Items Jewellry/Watches/Footware

4%

9%

16%

36%

INTERPRETATION

Unlike traditional retail format people are finding it convenient to shop at organized retail shops. From the analysis it was found that out of the product category most of the respondent prefer to shop for apparels and food item in organized retail. These two items are found to be in the greatest order of preference. Shares of other items such as Home appliances and durables are even better than before.

Parameter

:::

IS

SHIFT

FROM

UNORGANIZED

RETAIL

TO

ORGANIZED RETAIL IS GOOD?

Shift from Unorganized Retail to Organized Retail is Good?

10% 22%

6%

20%

42%
Strongly Agree Neither Agree Nor Disagree Strongly Disagree Agree Disagree

INTERPRETATION

42 % respondents agree and 22% respondents strongly agree that shift from unorganized to organized is good. As we can already see from the above interpretation that the demand for the a number of products specially Apparels is good enough to justify the fact that customer prefer organized retail format more as each and every necessity goods are available under same roof.

Parameter 6 ::: PERCEPTION TOWARDS CRUCIAL SERVICE OFFERED BY

ORGANIZED RETAIL.

HOME DELIVERY PHONE ENQIRIES FOLLOW UP CALLS PARKING FASTER BILLING DISCOUNT AND CREDIT CARDS QUEUE MANAGEMENT HELP DESK AMBIENCE RECEPTION/WELCOME PRODUCT PRESENTATION INFORMATION DISPLAY IN-STORE MEDIA SAFETY AND SECURITY

4% 2% 1% 4% 6% 16% 11% 10% 13% 5% 12% 3% 6% 7%

Important Services by Respondents

Safety and Security 7% In-Store Media 6% Information Displays 3% Product Presentation 12% Reception/Welc ome 5% Ambience 13% Help Desk 10% Home Delivery 4% Phone Inquiries 2%

Follow Up Calls 1% Parking 4% Faster Billing 6% Discounts and Credit Cards 16%

Queue Management 11%

INTERPRETATION
Five most crucial variables of organized retail service are: Discounting and Credit Card Facilities Effective product presentation is half sales done Ambience & Hygiene Help Desk Services Efficient handling of long Queues at billing centre

The remaining variables are also important but the above mentioned are key drivers of consumers perception towards retail services.

Parameter 7 ::: PREFERENCES TO IMPORTANT FEATURES OF ORGANIZED

RETAILING.

IMPORTANT FEATURES OF ORGANIZED RETAILING Proximity 16% Product Variety 23%

Discount Offers 17% Services Provided 29% Store's Brand Value 15%

INTERPRETATION
From all the features of the organized retailing, The major share and support is with Services

i.e. with 29% and 23% given on the product variety .This can be looked upon as an area of focus for the organized retail chains as majority of population are looking forward for good service support along with good product offering. So these retails format stores must not only focus upon quality of product but also on quality of services they offer.

Chapter 6

CONCLUSION AND

RECOMMENDATION

CONCLUSION
Organized retailing is at a boom in developing countries and India is at the peek of this boom with strategic advantage on labour and capital forces, thus it shows a great potential for growth of organized retail in India. India is a country of 1.2 billion people who are largely dependent on unorganized retailers for their daily needs therefore there is huge scope of improvement in the system which can be bring upon by retail revolution through organized system of retailing. The backbone of any business is service, thus organized retailers must ensure efficient and timely delivery of all service variables to customer for their continuous satisfaction. Services must encompass the 7 service mix variables i.e.Price, Place, Product, Promotion, Physical Evidence, Process and People, to gain a competitive edge over the largely dominating unorganized retailers. The following facts came into light through this survey: Most of the consumers of retail industry do there shopping on a weekly or fortnightly basis.

 Almost 38% respondents believed that the retail revolution has led to increase in number of product varieties which has helped the consumers to choose their best suited The top 3 retail products which derive the maximum sales are: Apparels Food Items Home Appliances products.

Almost 42% respondents agreed that the shift from unorganized retail formats to organized retail formats is good.

Out of 14 parameters of retail services studied, the research showed that there were 5 main drivers of consumers decision making for the retail service i.e. which builds their perception for the retail services Discounting and Credit Facilities Product Presentation Ambience and Hygiene Help Desk inside Store Efficient Handling of long Queues at billing center Some respondents suggestions have revealed that organized retailers sometime fail to make their product available at the time of high demand. Others have suggested that organized retailers constantly fail to handle long queues of buyers at the billing center whereas at unorganized retail outlet the consumer do

not need to wait long for billing purposes. Atleast 29% respondent believed that Retail Service are most crucial feature of organized retail formats which derive consumer towards organized retailers from unorganized retailers.

Through this research, it could be derived that consumers have a deep concern towards the services that are being offered both by organized and unorganized retailers therefore the service factors (discounting/credit cards, product presentation, ambience/hygiene, help desk at stores and efficient handling of long queues at billing stations) which were identified through this research, should be given high priority along with other service factors considered in this research. Serviced can be converted into a competitive advantage in favour of organized retailers which can play a very crucial role in the long run and have most of the favourable environment of this retail boom.

RECOMMENDATIONS AND SUGGESTION

To improve upon crucial services i.e. o Discounting and Credit Facilities o Product Presentation o Ambience and Hygiene o Help Desk inside Store o Efficient Handling of long Queues at billing center

 Provide variety of discounting facilities and schemes like buy two get one free, everyday Low prices, which will promote bulk buying and thus large organized retailers can carry business on Low Margin but high sales. Retailers must apply the Seed to Shelf approach so as to reduce their cost of production and distribution of product, thus which will ultimately lead to reduction is prices through efficient management of supply chain management. Many respondent felt uneasiness in shopping because of large store layout, thus it becomes utmost important that several HELP DESKS should be placed around the store, to guide and suggest the consumer about the products and solve their queries. No consumer should take more than 5 minutes for billing activities i.e. organized retailers have to ensure that each customers bill is processed within 5 minutes and there should not be long queues even at time of rush hours. The persons visiting the organized retail store are more than who actually do shopping in organized stores, thus it shows that the conversion rate is quite lower, therefore, retailers have to come down to a level of kirana store pricing technique with low profit margins to compete with them. Most of unorganized retail is located in the heart of residence areas but most big organized retailers are located in big malls, thus these organized retailers should come up with smaller formats also which can be located very near to residence area for the people to cater there daily needs of milk and butter or essential products. Adoption of In-store advertising and promotional tools to support brand recall for consumers and stimulate them to make spontaneous purchases.

 Ensure less hassle for consumers coming for replacement of product and less legal formalities. Collaborate with financial institutions like banks to provide the customers with credit cards especially designed for shoppers at a particular retail business. Running schemes like: shop more and EARN POINTS which can be converted in cash discounts after certain level of purchases. Forming a Members club to inculcate a feeling of one family for all shoppers, thus striving for customer loyalty. Discounting schemes likebuy two get one free, everyday Low prices, which will promote business on Low Margin but high sales.

Unorganized stores biggest advantage is that they provide home delivery for almost all its customers, thus organized retailers must establish a system of home delivery of products for its customers and stop unorganized players to gain competitive advantage.

REFERENCES

BIBLIOGRAPHY
BOOKS Nidhi srivastava, Chetan Bajaj, Rajnish Tuli pg 87-96

WEBSITES

FUTURE GROUP http://www.pantaloon.com/index.htm http://www.moital.gov.il/NR/exeres/763F4444-C4B0-44F4-AC35-916FB85F837B.htm AT KEARNEY website and service industry reports. http://www.atkearney.com/main.taf?p=8,1,1,3,2 RPG Group http://www.rpggroup.com/ http://www.investmentcommission.in/retail.htm K Raheja Group http://www.krahejacorp.com/index.html Aditya Birla Retail http://www.adityabirla.com/our_companies/indian_companies/retail.htm http://economictimes.indiatimes.com/News/News_By_Industry/Retailing/articlelist/133 56992.cms

ANNEXURES

QUESTIONNAIRE
As a student of Galgotias Business School, GrNoida , I am doing a raesearch project on Consumer perception towards the organized retail services in India Please go through the following questionnaire and identify the appropriate responses for each of them. There is no such thing as a correct answer,therefore feel free to respond.

Disclaimer: Your response via this questionnaire will be used strictly for academic purposes. There will not be any commercial solicitation or usage of the response in any kind / form whatsoever Respondent Details: Name : Age: Occupation: Marital Status: Mobile No.: Gender: M / F

QUES. How often do you go out for shopping? Daily Weekly Fortnight Monthly

QUES. How often do you visit an organized retail outlet for your shopping motives?

Very frequently Very rarely

Frequently

Occasionally

Rarely

QUES. This retail revolution gives various varities to the customer for selection of products and helps them to choose their best-fitted products. Strongly Agree Strongly Disagree A Agree Neither Agree Disagree

Nor Disagree

QUES. Rank the following range of products by ranking 1 for the most purchased and ranking 10 to least purchased by you from an organized retail outlet.

Product Category Food Items Apparels Home Appliances Books Entertainment Products (Movies, Music etc.) Health Products/Services

Rank

Toys or Sports items Home Improvement Products Jewelry, Watches, Footwear etc. Durables and Mobiles

QUES. Based on your perception for the organized retailing in India, do you believe that the recent trend of shift from unorganized/kirana retail formats to organized retail formats is good? Strongly Agree Strongly Disagree Agree Nor Disagree Neither Agree Disagree

QUES . Based on your perception towards various services offered at organized retail outlets, answer the following:\ Encircle your response against each service mentioned in the table below: 1 Strongly Agree Disagree 4 Disagree 5 Strongly Disagree 2 Agree 3 Neither Agree nor

Service Examples

Strongly Agree

Agree

Neither Agree nor

Disagree

Strongly Disagree

Disagree Should provide an efficient Home Delivery system Must provide Telephone Inquiries Follow Up calls are very important Parking Facilities is a must around the store Faster Billing Services Provide Discounting & Credit Facilities or Privileged Cards Efficient handling of long queues at billing counter Must provide for Help Desk inside the store Ambience & Hygiene Initial reception/welcome at the store marks the impression of the store. Attractive Product presentation is half sales done. Information displays inside the store In-store entertainment, like music/TV, for customer, makes shopping more lively. 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

1 1 1

2 2 2

3 3 3

4 4 4

5 5 5

1 1

2 2

3 3

4 4

5 5

Security and Safety

QUES. From the following, which is the most important feature from the point of you being a customer & that you expect from an organized retail outlet. Give Ranks against these features:

Features Product Variety Discounts and Offers Brand Value of the Store Services provided by the retailer Proximity

Rank

QUES . Have you ever experienced any lack of services while you were shopping in an organized retail outlet, or any specific incidence If YES, then please share your experience:

. . .

. . .