Summer Internship Project Report on BRAND BUILDING AND PROMOTION OF NEW STORE By Ankur Varshney A0102210015

MBA M&S Class of 2012

Under the supervision of Ms. Namita Kapoor Assistant Professor Department of Economics In Partial Fulfillment of the requirements for the Degree of Master of Business Administration Marketing & Sales At AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA 201303, UTTAR PRADESH, INDIA 2011

Declaration

DECLARATION
Title of Project Report:- Brand Building and promotion of new stores I declare (a)That the work presented for assessment in this Summer Internship Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged (b)That the work conforms to the guidelines for presentation and style set out in the relevant documentation. Date : Ankur Varshney A0102210015 MBA-M&S class of 2012

(II)

CERTIFICATE

I Ms. Namita Kapoor certify that Ankur Varshney has carried out the work presented in this report entitled Brand building and promotion of new store for the award of Masters of Business Administration M&S at Amity Business School, AMITY UNIVERSITY, Uttar Pradesh under my supervision. The report embodies result of original work and studies carried out by Student himself and the contents of the report do not form the basis for the award of any other degree to the candidate or to anybody else.

Name of project guide:-

Date:

----------------------------Ms. Namita Kapoor Assistant Professor Department of Marketing

(iii)

Acknowledgement

An acknowledgement would carry no meaning if it is not honest and heart fit. It is not until you undertake a project like this one that you realize how massive an effort it really is, or how much you must rely on the selfless efforts and goodwill of others. There are many who helped me directly or indirectly, in this project and I am thankful to all of them. At the outset, we sincerely thank the Director of our institute and teachers who guided me through all the obstacles and gave us a vision based on idealism. Their constant concern with all aspect of our education gave a motivation to rise up to their expectations. We would like to take this opportunity to express our deep sense of gratitude to project guide Ms. Namita Kapoor for providing me an opportunity to work with this reputation which we withstand with organization and having a faith in us that we can accomplish a work of this magnitude. With great esteem and reverence, i wish to express sense of gratitude to Mr. Dinesh Juyal for his valuable guidance, constant supervision and encouragement during the training. Last but not the least we wish to thank all those whose names might not have been mentioned here, but without whom this project would not have been completed successfully.

Thanks to all those who make this project a complete project

Ankur Varshney

(iv)

LIST OF CONTENTS Contents

Tasks done in Summer internship Task A Marketing Survey

Page no.
8 9 10 10 15 18 18 18 19 20 40 41 42 43 59 68 74 76

Chapter 1 Introduction Retail industry Company Profile Chapter 2 Research methodology Rationale Objectives Research Design Chapter 3 Analysis of the survey conducted using crosstabs and frequency charts Chapter 4 Conclusion Recommendations Limitations to the project Task B Task C Task D Comparative Analysis Promotional Activities Employee branding

Suggestions Bibliography Appendix Survey Questionnaire Comparative study Questionnaire Employee branding survey Questionnaire

LIST OF TABLES Tables

TABLE 3.1 Respondents frequency of visit for shopping TABLE 3.2 Respondents preference for multi brand outlets or exclusive brand outlets TABLE 3.3 Respondents preference for quality or price TABLE 3.4 Respondents aware of the changed name Stanmax TABLE 3.5 Respondents spending every time they visit for shopping TABLE 3.6 Respondents owned a car TABLE 3.7 Age of the respondents TABLE 3.8 Marital status of the respondents TABLE 3.9 Respondents having number of kids: Crosstabulations TABLE 3.10 Respondents frequency of visit for shopping * Respondents aware of the changed name Stanmax 30 TABLE 3.11 Respondents frequency of visit for shopping * Age of the respondents TABLE 3.12 Respondents frequency of visit for shopping * Marital status of the respondents TABLE 3.13 Respondents preference for multi brand outlets or exclusive brand outlets * Respondents spending every time they visit for shopping 33 31 32

Page no.
21 22 23 24 25 26 27 28 29

TABLE 3.14 Respondents preference for multi brand outlets or exclusive brand outlets * Respondents preference for quality or price TABLE 3.15 Respondents spending every time they visit for shopping * Respondents owned a car TABLE 3.16 Respondents owned a car * Kids of the respondents TABLE 3.17 Respondents spending every time they visit for shopping * Marital status of the respondents TABLE 3.18 Respondents preference for quality or price * Marital status of the respondents 34 35 36 37 38

TABLE 3.19 Respondents aware of the changed name Stanmax * Respondents spending every time they visit for shopping 39

LIST OF FIGURES Figures

Figure 1.1 Different retail formats available in India Figure 3.1 Respondents frequency of visit for shopping Figure 3.2 Respondents preference for multi brand outlets or exclusive brand outlets Figure 3.3 Respondents preference for quality or price Figure 3.4 Respondents aware of the changed name Stanmax Figure 3.5 Respondents spending every time they visit for shopping Figure 3.6 Respondents owned a car Figure 3.7 Age of the respondents Figure 3.8 Marital status of the respondents Figure 3.9 Respondents having number of kids: Crosstabulations Figure 3.10 Respondents frequency of visit for shopping * Respondents aware of the changed name Stanmax Figure 3.11 Respondents frequency of visit for shopping * Age of the respondents Figure 3.12 Respondents frequency of visit for shopping * Marital status of the respondents Figure 3.13 Respondents preference for multi brand outlets or exclusive brand outlets * Respondents spending every time they visit for shopping Figure 3.14 Respondents preference for multi brand outlets or exclusive brand outlets * Respondents preference for quality or price Figure 3.15 Respondents spending every time they visit for shopping * Respondents owned a car 35 Figure 3.16 Respondents owned a car * Kids of the respondents Figure 3.17 Respondents spending every time they visit for shopping * Marital status of the respondents Figure 3.18 Respondents preference for quality or price * Marital status of the respondents 36 37 38 34 33 30 31 32

Page no.
14 21 22 23 24 25 26 27 28 29

Figure 3.19 Respondents aware of the changed name Stanmax * Respondents spending every time they visit for shopping 39

Tasks done in summer internship

A) To conduct market survey of people from Rajouri Garden to analyze consumer behavior, to collect customer database and for the promotion of the new store of STANMAX opening in Rajouri Garden.

B) To conduct survey on competitors and evaluating them for helping out in enhancing own stores.

C) To work on the promotional activities including games for the opening day of the showroom in Rajouri Garden.

D) To conduct survey of the employees of the company for Employee branding preparing job description and job specification requisite at different designations required in the company.

~9~

Task- A
To conduct market survey of people from Rajouri Garden to analyze consumer behavior, to collect customer database and for the promotion of the new store of STANMAX opening in Rajouri Garden.

~ 10 ~ Chapter 1 Introduction Retail Industry

Retail consists of the sale of goods or merchandise from a fixed location, such as a department store, discount stores or supermarkets, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing involves product as well as service provided to the purchaser. The retailers purchase products in a large quantities from the wholesalers, importers or manufacturers and then they sell them in small quantities to end user. Retail establishments are called shops or stores. Manufacturers see retailing as the important part of their distribution strategy, because they are the ones who come in contact with the customer face to face. Stores may be on residential streets, shopping streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers. Online retailing, a type of electronic commerce used for businessto-consumer (B2C) transactions and mail order, are forms of non-shop retailing or you can say that it is e-retailing. A marketplace is a location where goods and services are exchanged. The traditional market square is a city square where traders set up stalls and buyers browse the merchandise. This kind of market is very old, and countless such markets are still in operation around the whole world. In some parts of the world, the retail business is still dominated by small family-run stores, but this market is increasingly being taken over by large retail chains. Retail is usually classified by type of products as follows:

Food products Hard goods ("hard line retailers") - appliances, electronics, furniture, sporting goods, etc. Soft goods - clothing, apparel, and other fabrics.

~ 11 ~
There are the following types of retailers by marketing strategy: Department stores - very large stores offering a huge assortment of "soft" and "hard goods; often bear a resemblance to a collection of specialty stores. A retailer of such store carries variety of categories and has broad assortment at average price. They offer considerable customer service. Discount stores - tend to offer a wide array of products and services, but they compete mainly on price offers extensive assortment of merchandise at affordable and cut-rate prices. Normally retailers sell less fashion-oriented brands. Supermarkets - sell mostly food products Specialty stores: A typical specialty store gives attention to a particular category and provides high level of service to the customers. However, branded stores also come under this format. For example if a customer visits a Reebok or Gap store then they find just Reebok and Gap products in the respective stores. Malls: has a range of retail shops at a single outlet. They endow with products, food and entertainment under a roof. E-tailers: The customer can shop and order through internet and the merchandise are dropped at the customer's doorstep. Here the retailers use drop shipping technique. They accept the payment for the product but the customer receives the product directly from the manufacturer or a wholesaler. This format is ideal for customers who do not want to travel to retail stores and are interested in home shopping. However it is important for the customer to be wary about defective products and non secure credit card transaction. Example: Amazon, Pennyful and e bay.

~ 12 ~
Retail pricing Some retailers charge cost plus margin which they put on the labels of the product or sometimes manufacturers fixed the amount to be charged from the customer adding the margin for the retailers from their side. Sales techniques Behind the scenes at retail, there is another factor at work. Corporations and independent store owners alike are always trying to get the edge on their competitors. One way to do this is to hire a merchandising solutions company to design custom store displays that will attract more customers in a certain demographic. The nation's largest retailers spend millions every year on in-store marketing programs that correspond to seasonal and promotional changes. As products change, so will a retail landscape. Retailers can also use facing techniques to create the look of a perfectly stocked store, even when it is not. Customer service Customer service is the "sum of acts and elements that allow consumers to receive what they need or desire from your retail establishment." It is important for a sales associate to greet the customer and make himself available to help the customer find whatever he needs. When a customer enters the store, it is important that the sales associate does everything in his power to make the customer feel welcomed, important, and make sure he leave the store satisfied. Giving the customer full, undivided attention and helping him find what he is looking for will contribute to the customer's satisfaction.

~ 13 ~
Department Stores A department store is a retail establishment which satisfies a wide range of the consumer's personal and residential durable goods product needs; and at the same time offering the consumer a choice of multiple merchandise lines, at variable price points, in all product categories. Department stores usually sell products including apparel, furniture, home appliances, electronics, and additionally select other lines of products such as paint, hardware, toiletries, cosmetics, photographic equipment, jewellery, toys, and sporting goods. Certain department stores are further classified as discount stores. Discount department stores commonly have central customer checkout areas, generally in the front area of the store. Department stores are usually part of a retail chain of many stores situated around a country or several countries.

~ 14 ~
Retail Formats Available in India

Mono/ Exclusive branded retail shops

Multi Branded Retail shops

Convergence retail outlets

Exclusive showrooms either owned or franchised out by a manufacturer

Focus on particular product categories and carry most of the brands available

Usually have on display most of the convergence as well as electronic products including communication and IT

Complete range available for a given brand, certified product quality

Customers get to have more choices as many brands are on display

One stop shop for customers, many product lines of different brands on display

Figure 1.1 Different retail formats available in India

~ 15 ~ Company Profile Stanmax Its all about maximum

Stanmax is the company playing its role in the retail industry. It is owned by Mr. Vinay Garg. It is also known by Max Standard Stores Pvt. Ltd. The head office of the company is situated in Pitampura, Delhi. Right now it is expanding its business gradually in northern part of India. The Stanmax is looking forward to go PAN INDIA in near future. It is The Company is running successfully by a team of professionals having an experience in the industry from the past three decades. Stanmax has a retail area of more than 1 Lac currently operational in Model Town, Pitampura, Laxmi Nagar, Amritsar & coming shortly in Dehradun and Rajouri Garden, Delhi. As the name already suggests, we strive to achieve the highest standards of customers satisfaction through the application of CANII, that is, continuous and never ending improvement and innovations in their services and merchandise. They believe in the statement: All of Life, All in Style. They offer an unrivalled choice across mens, womens, kid's and infant's fashion including apparel, accessories, bags, artificial jewellery, home ware, footwear and entertainment; in short they are providing and satisfying a complete family products. We can say it a complete family store. The history of the company : Stanmax started off as a humble enterprise named Standard Shop in Model Town, Delhi. Then, Standard Mens came into picture in late 1990s which catered to the needs of metropolitan Men. Both these showrooms expanded in space as well as merchandise after 2000 and now it has grown into a complete family store chain spanning four showrooms across Delhi, operating at Pitampura, Vikasmarg and Model Town. Also one in Amritsar and many more still to join the list proofing the growth of the company. Each store is strategically located, and tailored to the area it serves.

~ 16 ~
Companys Vision: To become the leading and most admired retail chain globally, through constant endeavour to deliver quality services and merchandise. Companys Mission: Continuous and never ending improvement and innovations in our services, systems and merchandise. Companys guiding principles: At the heart of the Stanmax operation lie ten golden guiding principles:

Unity among the brands, management, corporate culture and social responsibility enabling the company to exploit synergies, leverage resources and consolidate strengths. Harmony with our customers, employees, suppliers, communities and the environment. Innovation constantly, so as to remain relevant to our customers by anticipating observing, collecting data, gaining insights and experimenting.

Quality without compromise, ever. Focus on our customers, people, products and services. Fairness to all stakeholders. Honesty in all our dealings. Dedication to our mission , objectives and ourselves. Accountability taking responsibility for our actions and ensuring that the organization as a whole learns from experience.

Partnerships as the basis of the way we work with all people while aligning the incentives accordingly.

~ 17 ~
Company Deals in: {i) In house brands: a) De Bello b) Global Republic c) Me & I d) Mingles (ii) Exclusive brands: It holds a very long list including Tommy Hilfiger, Esprit, BOSS, Ferrari, Lacoste, LEVIS, Reebok

18 ~

Chapter 2
Research methodology

Rationale The survey will help us to explore the area around us. It will help us in communicating with the unknown people that will lead to gain confidence in our self. This survey can also help us in studying the behavior patterns and attitude of the people toward the retail stores. The analysis of such survey also helps us in recommending and giving suggestions for future implications of the analysis.

Objectives To find out the shopping frequency of the people To know the attitude of the people towards multi brand and exclusive brand outlets To know the preference of the people towards the quality or price of the products To find out the brand awareness of the Stanmax in the mind of people, also to make them aware if they were not aware To know the effect of age, marital status and kids on the buying behavior of the people

~ 19 ~

Research Design

The target population is the family respondents and basically the people who always purchase from malls. The women were the main target. The only location for conducting the survey was only Rajouri Garden, all the malls there were the main focus. We need to also move into the market for the same. The primary research is being done for data collection. We use mall intercept personal interview as the survey method. We have conducted primary research by using non probability sampling i.e. convenience sampling. The structured questionnaire was provided by the organization. Sample size in the analysis is 200 Analysis Plan: The data analysis will be done through the software SPSS. Where we will feed the data and analyze it using pie charts and bar charts by frequency and crosstabs analysis.

20 ~

Chapter 3

Analysis of the survey conducted using crosstabs and frequency charts

~ 21 ~
Table 3.1
Respondents frequency of visit for shopping Cumulative Frequency Valid 0 WEEKLY FORTNIGHTLY MONTHLY Total 1 70 28 101 200 Percent .5 35.0 14.0 50.5 100.0 Valid Percent .5 35.0 14.0 50.5 100.0 Percent .5 35.5 49.5 100.0

Figure 3.1 For getting information related to the frequency of visits for shopping

Here we can see that 50% of the respondents visit monthly, 35% visit weekly and 14% visit on the fortnightly basis.

~ 22 ~

Table 3.2

Respondents preference for multibrand outlets or exclusice brand outlets Cumulative Frequency Percent .5 75.0 24.5 100.0 Valid Percent .5 75.0 24.5 100.0 Percent .5 75.5 100.0

Valid

0 MULTIBRAND EXCLUSIVE BRANDS Total

1 150 49 200

Figure 3.2 For analyzing the preference of people for the multi brand outlets or exclusive brand outlets

As we can see that 75% of the respondents prefer multi brand outlets and 24.5% of the respondents prefer exclusive brand outlets

~ 23 ~
Table 3.3
Respondents preference for quality or price Cumulative Frequency Valid PRODUCT PRICE Total 128 72 200 Percent 64.0 36.0 100.0 Valid Percent 64.0 36.0 100.0 Percent 64.0 100.0

Figure 3.3 For understanding the people preference for quality or price of the product

64% of the respondents prefer quality as compared to36% respondents who prefer price

~
Table 3.4
Respondents aware of the changed name Stanmax Cumulative Frequency Valid YES NO Total 104 96 200 Percent 52.0 48.0 100.0 Valid Percent 52.0 48.0 100.0 Percent

24

52.0 100.0

Figure 3.4 For seeing that people are aware about the changed name of Standard Max or not

As we can see that 52% of the respondents are not aware about the changed name Stanmax whereas 48% are aware about the same

~
Table 3.5

25

Respondents spending everytime they visit for shopping Cumulative Frequency Percent 11.5 47.0 34.5 4.5 2.5 100.0 Valid Percent 11.5 47.0 34.5 4.5 2.5 100.0 Percent 11.5 58.5 93.0 97.5 100.0

Valid

0 Rs 1000 5000 Rs 5000 10000 Rs 10000 15000 Rs 15000 & MORE Total

23 94 69 9 5 200

Figure 3.5 For analyzing the information regarding the expenditure for shopping of the people

Here we can see that 47% of the respondents spend 1000-5000 when they shop, 34.5% respondents spend 5000-10000 and 7% of the respondents spend above 10000

~ 26 ~
Table 3.6
Respondents owned a car Cumulative Frequency Valid 0 SMALL MEDIUM BIG Total 42 58 73 27 200 Percent 21.0 29.0 36.5 13.5 100.0 Valid Percent 21.0 29.0 36.5 13.5 100.0 Percent 21.0 50.0 86.5 100.0

Figure 3.6 For analyzing the income of the people

29% of the respondents own a small car i.e. lower middle income group, 36.5% people belong to upper middle income group and 13.5% of the respondents belong to higher income group

~ 27 ~
Table 3.7
Age of the respondents Cumulative Frequency Valid 0 LESS THAN 18 18 25 25 35 MORE THAN 35 Total 12 17 132 29 10 200 Percent 6.0 8.5 66.0 14.5 5.0 100.0 Valid Percent 6.0 8.5 66.0 14.5 5.0 100.0 Percent 6.0 14.5 80.5 95.0 100.0

Figure 3.7 For knowing the age of the respondents

66% of the respondents belong to the age group of 18-25, 14.5% belong to the age group of 2535 and 11% of the respondents were above 35

~ 28 ~
Table 3.8
Marital status of the respondents Cumulative Frequency Valid 0 YES NO Total 14 27 159 200 Percent 7.0 13.5 79.5 100.0 Valid Percent 7.0 13.5 79.5 100.0 Percent 7.0 20.5 100.0

Figure 3.8 For knowing the marital status of the respondents

Here we can see that 13.5% of the respondents were married and 79.5% of them were single

~
Table 3.9
Respondents having number of kids:

29

Cumulative Frequency Valid 0 1 2 Total 165 11 24 200 Percent 82.5 5.5 12.0 100.0 Valid Percent 82.5 5.5 12.0 100.0 Percent 82.5 88.0 100.0

Figure 3.9 For seeing that respondents were having any kids or not

We can see that 17.5% of the respondents were having kids where 12% of the respondents were having two kids and 5.5% of them were having one kid

~ 30 ~ Cross Tabulation
Table 3.10
Count Respondents aware of the changed name Stanmax YES Respondents frequency of 0 visit for shopping WEEKLY FORTNIGHTLY MONTHLY Total 0 40 16 48 104 NO 1 30 12 53 96 Total 1 70 28 101 200 Respondents frequency of visit for shopping * Respondents aware of the changed name Stanmax Crosstabulation

Figure 3.10

For analyzing that on the basis of respondents frequency for shopping how much they are aware about the Stanmax 15%, 6% and 27% of the respondents visit weekly, fortnightly and monthly respectively were unaware about the Stanmax and 20%, 8% and 24% of the respondents visit weekly, fortnightly and monthly respectively were aware about the Stanmax

~ 31 ~
Table 3.11
Count Age of the respondents LESS THAN 0 Respondents frequency of visit for shopping 0 WEEKLY FORTNIGHTLY MONTHLY Total 0 5 5 2 12 18 0 9 1 7 17 18 - 25 1 44 16 71 132 25 - 35 0 8 5 16 29 MORE THAN 35 0 4 1 5 10 Total 1 70 28 101 200 Respondents frequency of visit for shopping * Age of the respondents Crosstabulation

Figure 3.11

For finding frequency of visit for shopping relation with age group 22% of the respondents visit weekly, 8% visit fortnightly and 36% visit monthly belong to age group of 18-25 whereas 4% of the respondents visit weekly and 8% visit monthly belong to age group of 25-35

~ 32 ~
Table 3.12
Count Marital status of the respondents 0 Respondents frequency of visit for shopping 0 WEEKLY FORTNIGHTLY MONTHLY Total 0 8 3 3 14 YES 0 8 3 16 27 NO 1 54 22 82 159 Total 1 70 28 101 200 Respondents frequency of visit for shopping * Marital status of the

respondents Crosstabulation

Figure 3.12 For understanding the influence of marital status on frequency visit for shopping 27%, 11% and 41% of the respondents visit weekly, fortnightly and monthly were single and 4% married visit weekly and 8% married visit monthly.

~ 33 ~
Table 3.13
Count Respondents spending everytime they visit for shopping Rs 1000 0 Respondents preference for multibrand outlets or exclusice brand outlets Total 23 94 69 9 5 200 0 MULTIBRAND EXCLUSIVE BRANDS 1 14 8 5000 0 75 19 Rs 5000 10000 0 51 18 Rs 10000 Rs 15000 & 15000 0 7 2 MORE 0 3 2 Total 1 150 49 Respondents preference for multibrand outlets or exclusive brand outlets * Respondents spending everytime they visit for shopping Crosstabulation

Figure 3.13

For analyzing that respondents visit frequency with their preference for multi brand outlets or exclusive brand outlets 38% respondents who spend from 1000-5000 prefer multi brand outlets whereas 10% from same spending group prefer exclusive brand outlets and 26% respondents spending from 5000-10000 prefer multi brand outlets whereas 9% of same group prefer exclusive brand outlets

~ 34 ~
Table 3.14
Count Respondents preference for quality or price PRODUCT Respondents preference for multibrand outlets or exclusice brand outlets Total 0 MULTIBRAND EXCLUSIVE BRANDS 0 96 32 128 PRICE 1 54 17 72 Total 1 150 49 200 Respondents preference for multibrand outlets or exclusive brand outlets * Respondents preference for quality or price Crosstabulation

Figure 3.14 For analyzing the relation between preference for multi brand outlets or exclusive brand outlets and preference for quality or price of the product Here 48% respondents who prefer multi brand outlets prefer quality and 27% prefer price whereas 16% respondents who prefer exclusive brand outlets prefer quality and 9% prefer price

~ 35 ~
Table 3.15
Count Respondents owned a car 0 Respondents spending everytime they visit for shopping 0 Rs 1000 - 5000 Rs 5000 - 10000 Rs 10000 - 15000 Rs 15000 & MORE Total 5 28 8 1 0 42 SMALL 7 32 15 2 2 58 MEDIUM 8 24 35 6 0 73 BIG 3 10 11 0 3 27 Total 23 94 69 9 5 200 Respondents spending everytime they visit for shopping * Respondents owned a car Crosstabulation

Figure 3.15

For analyzing the relation between spending for shopping and income 16%, 12% and 5% of the respondents spending 1000-5000 belong to lower middle income group, upper middle income group and higher income group respectively whereas 8%,18% and 6% of the respondents spend from 5000-10000 belong to ascending income groups also 5% of the respondents belong to higher income group spend above 10000

~ 36 ~
Table 3.16
Count KIDS 0 Respondents owned a car 0 SMALL MEDIUM BIG Total 29 49 62 25 165 1 4 3 4 0 11 2 9 6 7 2 24 Total 42 58 73 27 200 Respondents owned a car * KIDS Crosstabulation

Figure 3.16 For finding the relation of respondents having kids with their incomes 6% of the respondents having kids belong to upper middle income group and 5% family belong to lower middle income group

~ 37 ~

Table 3.17
Count

Respondents spending everytime they visit for shopping * Marital status of the

respondents Crosstabulation

Marital status of the respondents 0 Respondents spending everytime they visit for shopping 0 Rs 1000 5000 Rs 5000 10000 Rs 10000 15000 Rs 15000 & MORE Total 6 1 7 0 0 14 YES 9 5 6 5 2 27 NO 8 88 56 4 3 159 Total 23 94 69 9 5 200

Figure 3.17 For analyzing the influence of marital status on spending 44% single respondents spend 1000-5000 and 28% single respondents spend 5000-10000 whereas 3% married respondents spend 1000-5000, 3% married spend 5000-10000 and 4% married spend above 10000

~ 38 ~

Table 3.18
Count

Respondents preference for quality or price * Marital status of the

respondents Crosstabulation

Marital status of the respondents 0 Respondents preference for quality or price Total PRODUCT PRICE 7 7 14 YES 19 8 27 NO 102 57 159 Total 128 72 200

Figure 3.18 For analyzing the influence of marital status on preference for quality or price 10% and 4% of the married respondents prefer quality and price respectively whereas 51% and 29% of the single respondents prefer quality and price respectively.

~ 39 ~

Table 3.19
Count

Respondents aware of the changed name Stanmax * Respondents spending everytime they visit for

shopping Crosstabulation

Respondents spending everytime they visit for shopping Rs 5000 0 Respondents aware of the YES changed name Stanmax Total NO 13 10 23 Rs 1000 - 5000 47 47 94 10000 34 35 69 Rs 10000 15000 6 3 9 Rs 15000 & MORE 4 1 5 Total 104 96 200

Figure 3.19 For analyzing the relation between the spending and Stanmax awareness 24% of the respondents spend 1000-5000, 17% of them spend 5000-10000 and 5% of them spend above 10000 were aware of the Stanmax. Whereas 24% spending 1000-5000 and 17% spending 5000-10000 were unaware about the Stanmax

~ 40 ~

Chapter 4
Conclusion
1. Most of the people prefer multi brand outlets rather going for exclusive brand outlets as they find comfortable. Multi brand outlets have different varieties, different styles, different designs and different price, where the people can judge by comparing them.

2. Now people want to see quality rather than price. As now the increased income level has set higher standard of living which has shifted the preference of people from price to quality.

3. Almost half of the sample is aware about the Stanmax. They might have heard it from their friends or they have purchased earlier from the Stanmax stores. Most of them even relate it to multi brand outlet.

4. The people of that area have good purchasing power. They spend in numbers whenever they go for shopping. As the area of Rajouri garden is one of the better area in terms of living standard. The people have good earnings which let them to spend on shopping. This would be a good location for the company to have a store in.

5. Most of the people from the sample are going for shopping weekly and monthly. And they were the one who comes with good background.

~ 42 ~ Recommendations

There is a lot of scope for brand awareness. Still more than half of the respondents were unaware about Stanmax. As this brand is gradually entering in the market and its competitors have already positioned themselves very well in India. The company really needs to work hard for brand building.

Still there are many people who prefer quality then price but the company must also not ignore the one third of the respondents who prefer price as they can be a target for the company too.

The company can come up with lots of offers and discounts for couples so that people can come in numbers.

A company has a very good opportunity from Rajouri Garden as most of the respondents belong to upper middle income and high income groups.

They can target people of age group 18-25 who have good buying power. They can provide them with certain offers and coupons so that they can get attracted.

Also company can target those higher age group people who prefer to have multi brand outlets.

 There is a lot of scope for advertisement. The company must try to influence the people as they are loyal to two competitors Shoppers Stop and Lifestyle

~ 43 ~ Limitations to the project

People were reluctant while giving their phone number and email ids, specially girls and ladies. Initially they were not willing to be a part of a survey. Some people were not serious while giving the answers to the questions. Time issues were there with the respondents. Some people were ignoring and were not ready to see the questionnaire even.

~ 44 ~

Task B

To conduct survey on competitors and evaluating for helping out in enhancing own stores.

~ 45 ~ Objectives To search for the competitors To conduct survey on the competitors To conduct survey on own company stores To find out the negatives and positives of each competitor and own company stores

Field Work To go each store at two different timings or visiting each store , first visit in the afternoon from 2 p.m. to 5 p.m. and second visit in the evening from 5 p.m. to 8 p.m. There were different groups of students for each visit. Then the students had to fill the survey questionnaires after each visit. On the basis of their observations and the survey the students had to analyze the strengths or weaknesses of the stores.

~ 46 ~

Comparative analysis

~ 47 ~
Rating following factors on the basis of observation where VB= Very Bad, B= Bad, A= Average, G= Good, VG= Very Good

Location
FACTORS MAX Lifestyle Chunmun Market VG G G Shoppers Stop VG Ritu Wears A Westside Stanmax

VG

VG

Availability of transport

VG

VG

VG

VG

Ambience
FACTORS MAX Lifestyle Display G VG Chunmun G Shoppers Stop VG Ritu Wears A Westside Stanmax A VG

Space

VG

VG

Lighting

VG

VG

Trial Room

VG

VG

Crowd

VG

VG

~ 48 ~ Merchandise
FACTORS MAX Lifestyle Chunmun Varieties A VG G Shoppers Stop VG Ritu Wears G Westside Stanmax

Range

VG

VG

VG

Brands

VG

VG

VG

Sales person
FACTORS MAX Lifestyle Chunmun Service G G B Shoppers Stop VG Ritu Wears A Westside Stanmax

Product knowledge Enthusiastic

VG

VG

VB

VG

VG

VG

Helpful & courteous

VB

VG

VG

VG

~ 49 ~ Promotion and Additional Services

FACTORS MAX Lifestyle Chunmun Billing counter Delivery G VG G Shoppers Stop VG Ritu Wears G Westside Stanmax

VG

VG

VG

VG

Privilege cards

VG

VG

Promotional schemes

VG

~ 50 ~ MAX

Positives: Low price Alteration service available Enough trial rooms Segmentation was good in kids sections (0-2, 2-8, 8-14) Attractive colors Discount for cardholders in various restaurants (costa coffee, pizza hut, yo china) Councils well simple not messy Negative: Few brands, less numbers of high segment brands. Sales persons were not attending customers properly

 Sizes not available in ladies section. Comments: Low price worth quality Price is very low Ample space & display was very good.

~ 51 ~ West side mall

Positives: In summers they have activities & games on weekends 20% on birthdays 15-20% discount in restaurants 1 year quality assurance Sofa and own radio for schemes announced Ample walking space between each sections Billing counters on each floor Negatives:

 Only exit on the 2nd floor, on 1st floor was not exit, not entrance Lighting in trial rooms was very bright and irritating Sales rep were not properly attending Bad smell on the ground floor Display useless Comments: Price less than 10,000 Very boring

~ 52 ~ Lifestyle

Positives: Lots of schemes on each counters. Discount of10%-15% for women (tagged as are you a woman?)

 Efficient lighting & ambience More number of changing rooms Lots of brands Segmentation of sections Willing sales rep Counters for billing on each floor( 5 on each floor) Separate sales for staff members Exchange system was good Negative: Taking time in billing counter. Very few inhouse brands. Comments: Everything awesome

~ 53 ~ Chun mun Positives:

 Segmentation of sections on age groups Lots of sales reps Parking outside free Space between sections very well differentiated One billing counter on each floor

Negatives: Mainly car owners visit store Lift was not there Changing space comfortable in trial rooms very small and not

Sales reps not willing to sell more not having high knowledge Membership cards issue only on purchase of Rs 2000 items

Comments: Sales reps were not so good Sales reps were rude

~ 55 ~ Shoppers Stop Positives: Greeted by security staff Perfume section on entrance making it catchy Sales reps were willing to help Free parking CCD on ground floor Separate rooms like space for different brands Games Very good space for customers to visit Themes was good and lightings on different products varies

Negatives: Changing room only apt, space was less Less on home dcor varieties

Comments: Mall type-Every facility provided Feel like home

 customers like to spend time in the store

~ 56 ~ Ritu wears Positives: Number of schemes were more, discounts, gift coupons, coupons for next purchase , buy 2 get 1 free 8 number of counters , 2 on each floor Attractive display Sales reps were large in number Negative: Congested space for walking between sections No sitting and water facilities Less number of trial rooms

Comments: Eye catching display & very attractive

~ 57 ~ Stanmax Model Town Women

Positives: Good ambience Lots of varieties

 Lift is available Space between sections is good

Negatives: Less number of persons on regarding packing encountered billing counter problems

Attending customers in the kids section Sensors not working properly on gate Alteration problems, no tailor employed by the store

Suggestions: Schemes banners displayed in the different sections should be

Salesmen must tell about the exchange to the customers

~ 59 ~ Stanmax Model Town Men

Positives: Sales reps were good willing to sell Good environment and attractive Lift is there Lighting was good and they serve water

Negatives: Space very congested at the entrance Only one cash counter

Suggestions: Keep foot wares of other brands which must be cheaper

~ 60 ~ Stanmax Pitampura

Positives: Lift was there Lots of salespersons Lighting was fine Trial rooms were decent

Negatives: Sales persons were very reluctant Improper display Some products not placed at the right place

Suggestions: There must be a regular check on the products Proper display must be there Sales reps must be trained to deal with the customers

~ 62 ~ Stanmax Vikas Marg

Positives: The lighting is good Lots of sales reps are there in the store Cash counter quite good, delivery of the products also good Display of products is appropriate

Negatives: Bad smell in the ladies section Sales reps not willing to sell Sometimes only one counter working even putting the product on hold There is trouble while exchange

Suggestions: Sales reps must be told to approach to the customers Someone must be there to tell the schemes

 Two counters must work always There must be customer help desk

63 ~

Task C
To work on the promotional activities and games on the opening day of the showroom in Rajouri Garden.

~ 64 ~ Objectives
To search for the promotional games for the opening day of the showroom To prepare the list of number of prizes to be given To prepare the day schedule for the opening day of the showroom To distribute coupons and collecting information for manager tie ups.

Field Work
To go on various outlets in Rajouri Garden and filling up of surveys questionnaire by the outlets managers. Collecting their visiting cards for tie ups with them for the promotion of the store opening in Rajouri Garden. Distributing the coupons for the store to the people who were in malls and in main market of Rajouri Garden

~ 65 ~ Promotional Games

PYRAMID EASY LEVEL MAXIMUM CONTESTANTS WILL BE AROUND 15-20 CONTESTANT WILL BE GIVEN AROUND 3-5MINUTES. NUMBER OF GIFTS REQUIRED 20 WHERE EACH

MATCH MAKER- DIFFUCULT LEVEL MAXIMUM CONTESTANTS WILL BE AROUND 15 EACH CONTESTANT WOULD BE REQUIRING ABOUT 4 MINUTES. IF THERE ARE 2 MEMBERS IN EACH TEAM THEN 30 GIFTS WILL BE REQUIRED, IF THERE IS ONE MEMBER THEN 15 GIFTS WILL BE REQD.

STICKY BALLS-MODERATE LEVEL

AROUND 3-4 MINUTES WILL BE GIVEN TO EACH PLAYER. MAX IMUM PLAYERS WOULD BE 20. NO. OF GIFTS -20

STANMAX- ITS ALL ABOUT MAXIMUM- EASY LEVEL AROUND 3 MINUTES TO EACH CONTESTANT WILL BE GIVEN. MAX CONTESTANTS GROUPS-20 NO.OF GIFTS- 40

BLOW OF OTHER CARD EXCEPT STANMAX CARD- MODERATE LEVEL ARND 4-5MINUTES TO EACH CONTESTANT MAX CONTESTANT 15 NO.OF GIFTS-15

~ 66 ~
WHEEL OF FORTUNE EASY TIME REQD ARND 30 MINUTES EVERY TIME NO. OF GIFTS -60 ( GRAND GIFTS -30+ STAN MAN GIFTS-30)

WHAT CAN YOU MAXIMIZE NO. OF GIFTS - 4

~ 67 ~ TIME SLOT

12 NOON - WHEEL OF FORTUNE- 5 CONTESTANTS 12.30 STICKY BALLS 1.30 WHEEL OF FORTUNE 5 CONTESTANTS - LUCKY DRAW - WHAT CAN YOU MAXIMIZE 2.00 PYRAMID

3.00 WHEEL OF FORTUNE - LUCKY DRAW - WHAT CAN YOU MAXIMIZE 3.30- BLOW OF OTHER CARDS EXCEPT STANMAX CARDS 4.30- WHEEL OF FORTUNE - LUCKY DRAW 5.00- STANMAX ITS ALL ABOUT MAXIMUM 6.00 WHEEL OF FORTUNE - LUCKY DRAW - WHAT CAN YOU MAXIMIZE 6.30- MATCH MAKER 7.30-WHEEL OF FORTUNE - WHAT CAN YOU MAXIMIZE -LUCKY DRAW

~ 68 ~

Manager Tie ups

FOOD OUTLET CATEGORY

S.NO Company name 01 Pirates of Grills 02 Priviledge Punjab

Grade Manager name A A Jahangir Kawaljeet Singh

Location vishal enclave, rajouri garden A 12,vishal

enclave,rajouri garden 03 Mainland China 04 Wok in the Cloud 05 Wok in the Cloud 06 07 Slice of Italy 08 09 10 11 12 13 14 15 16 17 Giani's 18 19 Dhaba,punjabi theme 20 Coco berry 21 22 23 Malgudi Nescafe Street food of india B B B B sumit kapoor Pankaj Deepak Sanjeev kumar A Ravinder Pizza hut A A Sachin Abhishek KFC Grover Sweets Terrace Garden Subway ET AL lounge (hooka) Caf coffee day Yo China Punjabi by nature Red coral A A A A A A A A A A SP Sahu Hari Basant Grover Bhanu Sachdeva Bhagirath Manish Shoaib Sandeep Ranjan Dimri Jeet Pind Baluchi A A Deepak Tandon Arun Kumar Thakur A Harish Rawat A Manoj Thapa C 7,vishal enclave rajouri garden J2/13,BK datta market,rajouri garden J2/13,BK datta market,rajouri garden J2/1,rajouri garden BK datta market,rajouri garden city square mall J1/162,rajouri garden ND 4th floor,TDI mall 1st floor,TDI mall 3rd floor,city square city square mall 2nd floor,city square 3rd floor,city square 3rd floor,city square vishal enclave, rajouri garden ground floor,TDI mall vishal enclave, rajouri garden vishal enclave,rajouri garden J2/12,rajouri garden city Square mall city Square mall

24 25 26 27 28 29 30 31 32

Grill Hut Lazeez affaire Costa coffee Wok express Paranthe wali gali Anandam Gayway Soni bakers Karim's

B B B B B B B B B C

Ashish B kumar Mohit Satya Ravi Harbhajan nikhil bhangia Surender nagran ilahi VK Bajaj

city Square mall TDI mall paragon mall city Square mall city Square mall city Square mall main rajouri market main rajouri market vishal enclave,rajouri garden main market rajouri garden

33 Bajaj Fruit

~ 70 ~

STUDY INSTITUTIONS CATEGORY

S.NO Company name 01 JD intitute of fashion technology 02 TIME institute 03 Aptech 04 MBA guru

Grade

Manager name

Location JD,J1/164,near rajouri metro stn J1/163,near rajouri metro statn vishal enclave,rajouri garden Bk datta market,rajouri

Monica

prerna malhotra

B B

Deepanjali rao Nupur

garden 05 06 gateways oversea institue C vineet sethi TdI mall

HEALTH CLUB & SPA & SALON S.NO O1 Phyaction 02 03 04 05 Sylvie's Body Care body spa leisure spa A B B C C ajay sethi Mansi/Sunil Manisha Arora Harry Bem Company name Grade Manager name Location A 8,vishal enclave rajouri garden J1/163,rajouri garden J1/164 rajouri garden city square TdI mall

ELECTRONIC CATEGORY S.NO 01 02 Company name com com electronic real computers Grade C C Manager name manpreet singh Sanjay Location main market rajouri garden main market rajouri garden

ENTERTAINMENT & SPORTS S.NO 01 02 03 04 Company name wave cinemas Amoeba fun factory baluja sports Grade Manager name A C C C ravindera singh Mohammad sukhbir singh Mayank Location paragon mall,rajouri garden city square TdI mall TdI mall

TOUR & TRAVEL CATEORY S.NO Company name Grade Manager name Location

01 02

country club spring travels

C C

abdul rasheed bhavya gujral

TdI mall TdI mall

~ 72 ~

Task D

To conduct survey of the employees of the company for Employee branding preparing job description and job specification requisite at different designations required in the company.

~ 73 ~ Employee branding

The branding of employees to make them grow along with the company. As the company is on the way of expansion there is a need to enrich the employees by searching for the job description and job specification requisite at a particular post. It would help in recruitment of the new employees as it will help us to find the qualities which are required at that designation as well as his responsibilities, duties and tasks towards the company. For this branding we had to take surveys of the existing employees of the organization at various posts. There were three surveys for a single employee. Where one was to be filled by him for himself, and other two were for their junior and senior. This could help in understanding and formulating job description and job specification better. As the employee is the one who has to interact with the senior and junior on daily basis, they would know more better about them.

Job Description A job description is a list that a person might use for general tasks, or functions, and responsibilities of a position. It may often include to whom the position reports, specifications such as the qualifications or skills needed by the person in the job, or a salary range. Job descriptions are usually narrative, but some may instead comprise a simple list of competencies,

for instance, strategic human resource planning methodologies may be used to develop a competency architecture for an organization, from which job descriptions are built as a shortlist of competencies. A job description is usually developed by conducting a job analysis, which includes examining the tasks and sequences of tasks necessary to perform the job. The analysis considers the areas of knowledge and skills needed for the job. A job usually includes several roles. A job description may include relationships with other people in the organization: Supervisory level, managerial requirements and relationships with other colleagues. A job description need not be limited to explaining the current situation, or work that is currently expected; it may also set out goals for what might be achieved in future.

~ 74 ~
Job Specification Job specification summarizes the human characteristics needed for the satisfactory job completion. It tries to describe the key qualifications someone needs to perform the job successfully. It spells out the important attribute of a person in terms of education, experience, skills, knowledge and abilities to perform a particular job. The job specification is a logical outgrowth of the job description. For each job description, it is desirable to have a job specification. This helps the organization to find what kind of persons are needed to take up specific jobs. The personal attributes that are described through a job specification may be classified into three categories:

Essential attributes are skills, knowledge and abilities a person must possess. Desirable attributes are qualifications a person ought to posses. Contra-indicators are attributes that will become a handicap to successful job performance.

It can be developed by talking with the current jobholders about the attributes required to do the job satisfactorily. Opinions of supervisors could also be used A job specification can be developed by talking with the current jobholders about the attributes required to do the job satisfactorily. Opinions of supervisors could also be used as additional inputs. Checking the job needs of other organizations with similar jobs will also help in developing job specifications.

Job specification is useful in the selection process because it offers a clear set of qualifications for an individual to be hired for a specific job. Likewise, a well-written job specification offers a clear picture to new recruits of what they will be doing in the organization.

~
Unit Head

75 ~

Job description 1. To look after all the aspects of store which are cleaning, maintenance, functioning and discipline. 2. To do the paper work related to cash and depositing cash on daily basis. 3. To motivate the DM and CSE, also ACSE by conducting regular meetings. 4. To formulate strategies for achieving the target and giving targets to different DMs. 5. To organize, plan and analyze the growth of the store. 6. To look after the security and timings of the store. 7. To take requirements from DM and order them at the headquarter.

8. To solve out all the customer problems such as related to exchange, billing or availability. 9. To follow all the rules and regulations of the company and also make others to follow them. 10. To look after the stock of the store as well as the display. 11. Need to check offers and discounts and pass on this information to DMs.

Job specification

1. Hardworking and smart at work. 2. Motivating juniors. 3. Decision maker. 4. Self disciplined and self motivated. 5. Good communication skills. 6. Good analytical, negotiation and problem solving skills. 7. Must be good organizer, planner, collaborator and innovator.

~ 76 ~
Department manager(DM)

Job description

1. To look after the functioning of department that is given to them. 2. To see the grooming and discipline of the team members. 3. To divide targets on daily, weekly and monthly basis for their department 4. To take regular meeting with team including team leader, CSE and ACSE. 5. To motivate the team members. 6. To see the display of mannequins and using different ideas regarding that. 7. To keep a check on the stock, refilling of the stock and proper setting of the stock. 8. To give information to team members regarding offers and price. 9. To solve customer problems at his/her level and if cannot decide then refer it to unit head.

Job specification 1. Motivator and spirit of team work must be there. 2. Organizer, analyzer and problem solver. 3. Good communication skills. 4. Must have no ego and be of cool nature. 5. Disciplined and listening skills. 6. Good trainer.

7. Innovator, planner and collaborator

~ 78 ~
Sales representatives (CSE)

Job description

1. To attend customers. 2. To check the stock and refill it if not filled. 3. To do the setting of the stock. 4. To bring the products from the warehouse. 5. To get alteration of clothes done. 6. To communicate about the schemes and stock with the DM.

Job specification

1. Good communication skills. 2. Good influencing and persuading skills. 3. Hardworking.

Stock boy(ACSE) Job description 1. To attend customers in absence of CSE. 2. To arrange the stock, refilling, setting and bringing from warehouse. 3. To take the clothes for alteration. Job specification 1. Communication skills importantly listening. 2. Hardworking.

~ 79 ~ Suggestions

Its good to see that we are heading towards the professionalism. The organization is growing at a good pace. But in moving forward we might have forgotten one important thing that is the building cant be strong if its base is not so strong. The company must see that now the things are not same in this period of high inflation as they were earlier. Now the employees want to earn more and more. From where they will get good salary and at right time, they would opt for that company.

I have passed few memorable and good moments with the organization where I came across lots of positives and negatives. I would like to suggest few of them: The proper hierarchy of the organization must be set department wise like marketing, customer relationship, sales, branding, finance, IT and so on. It would help defining the job profile of the employees and make them feel better. In todays world as you know in management this is the customers era, where you not have to sell product only but you have to give service to them. The customer wants to pay for the services. The important quote is Customer is the king. If we have to work on that then we have to see lots of aspects like own alteration tailor on the store, special customer service, easier exchange process where the customer take it as headache, fast billing cash counter. A proper salary structure must be defined. At each and every level the salary must be semi fixed. The company must also see that the employees are directly in contact with the customers, if they are not satisfied then it may result in drawback for the company. The company must see to their employees too because they are also the part of our organization. The healthy organization is where employees love to work, they enjoy each and every moment of their staying period. For which the regular monthly grievance discussion should be done on each store and individually. This will really help you as it may result in a kind of emotional attachment to the organization.

~ 80 ~
The anonymous person must be hired who can go to each store and observe the things going on the way they should be. Whether it is for rules and regulations, CSE groupings, their working, etc If you have CCTV then you can use them to observe the unit heads daily routine, that how much time they spend for paper work and how much they spend on the floor. A secret mission for the proper functioning of the organization need to be conducted so that the employees can never feel easy. There is a need of motivational effort from the director towards each employee. It can be negative or positive as per suited and accordance with the strategy as director think to make the work happen to reach a successful target. As I came across some perceptions regarding lack of

motivation from the directors end. If there is any misconception among the employees try to solve them not at your level but it can be done in personal meetings with the employees in which every month every employee will be asked to share his / her grievances.

~ 81 ~ Bibliography

Marketing Research by Naresh K. Malhotra and Satyabhushan Dash http://en.wikipedia.org/wiki/Retailing

http://retail.about.com/od/marketingsalespromotion/Marketing_Sales_Promotion.htm

http://en.wikipedia.org/wiki/Department_store

 http://business.mapsofindia.com/india-retail-industry/ http://www.localretailmarketing.com/ www.stanmax.in www.projectparadise.com www.knowledgestorm.com

~ 82 ~

Appendix
QUESTIONNAIRE 1 :- MARKET SURVEY
1. How often do you go for shopping? Weekly Fortnightly Monthly

2. Do you prefer Multibrand outlets or exclusive brand outlets?

Multibrand

Exclusive brand

3. Which one is more preferable Product or Price? Product Price

4. Have you ever heard about Stanmax formerly known as Standards Max? YES NO

5. How much do you spend whenever you go for shopping? Rs.1000 5000 Rs.5000 10000 Rs.10000 15000 Rs.15000 & more

6. Which Car do you own? __________________________ Small Medium Big

Personal Information: 7. Name : ______________________________________ 8. Age :________________ 9. Kids 1.) 2.) Age: Age: Married: YES NO

10. Contact No:__________________________________ 11. Address : ____________________________________________________ 12. Email ID: ____________________________________ Name: ____________________________ FormNo:

QUESTIONNAIRE 2 :- COMPETITIVE ANALYSIS

Survey

1. Rate the store on basis of following parameters

a. Locations Market Dense Moderate Sparse

Availability mode of transport Mainly cars Public Transport (Bus + Metro) Walking Distance Store Position Standalone Market Mall

b. Ambience 1. Space Display Space Well Utilized Not well Utilized Space for changing room Ample & Comfortable Only Ample Dingy room Space for movement Enough Moderate Clustered Space b/w sections Widely opposed Adjacent No clear demarcations

2. Lighting Display Lighting Well illuminated not well illuminated Showroom Lighting Soft & Warm Bright & Harsh Moderate & Non-disturbing Changing Room Lighting Clear & appealing Bright & Revealing

3. Crowd - Family Single Couple Group (max & min) c. Display (Visual) Effective Attractive Informative useless

d. Merchandise 1. Variety Brands Lots of them Moderate Few

Size available All Moderate Few

2. Range Rs. 1-5000 5000-10000 10000-150000 15000-20000 20000-25000 3. Brands- High segments Mid segments Low segments In-house Brands

e. Sales Person Service Excellent Good Average Bad Product Knowledge Excellent Competent Wanting Enthusiasm to sell more High Moderate Low Helpful & courtesy - Very Moderate Nil

f. Billing counter Service

1. Time Taken- High Moderate Low 2. No. of People at the counter 1 2 3 4 5 6

Delivery

1. Accuracy-Very Ok Less 2. Availability of Cash & Credit Card Machine - Yes No

g. Membership Cards Condition for every card .

h. Promotional Schemes Info availability Quick & Easy Short & Easy Short & Efficient Quick & Efficient POP- Effective Informative Eye-catching Ineffective No. of schemes

Information

i. Most Attractive feature.. .

j. How many entrances

QUESTIONNAIRE 3 :- HR SURVEY
Name: _________________

1. Job Designation : Title/ Position: _______________________________ Department: Section : _______________________________ _______________________________

2. Based at : (see org. structure)

Which store ________________________________ Front office Back office

3. Reporting to :

Direct supervisor _________________________________ Functional manager_______________________________

4. Job purpose summary: (In one or two lines describe what is your job all about) ______________________ ______________________ ______________________

5. Describe a typical day ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________ ___________________________

6. Key responsibilities, list them

__________________

__________________ __________________ __________________ __________________ __________________ Dimension: Areas covered ______________________ ______________________ ______________________ Scope
STAFF PRODUC CUSTOM PREMISE Add anything you find

(You can choose all the options that apply to you) Scale
SMAL MEDIU LARG

7. Duties and tasks:

Eg:-DUTY: To process sales bill. TASK: To stamp the bill.

List the duties in decreasing order of importance

DAIL Y MONTHL WEEKL OCOCASSIONA

8. Tick the words that describe your work. Supervisory Communicating Networking Analytical Team work Decision making Managerial Targets to be achieved Organizing Reporting Financial budgeting Producing things Maintaining things Repairing things Quality control Health and safety

Collaborative Advisory Planning If supervisory, 1. Whom do you supervise. Job title

General administration Control Developing policy

No of people at each title.

Supervise each title (d-daily, w-weekly, m- monthly)

Do you : a)Assign work b) Review work c) Train staff d) Evaluate staff performance e) Recommend /authorize leave f) Recommend / disciplinary action If communicating: With whom Frequency subject

If decision making

1) Describe the type of decision you make on your own ____________________________________________________________________ ____________________________________________________________________ _______________________________________ 2) Describe the type of decisions you refer to your superiors?

____________________________________________________________________ ____________________________________________________________________ ________________________________________ 3) Are you the final authority on any decision? Explain______________________________________________________________ ____________________________________________________________________ _________________________________________ 4) Explain the nature of your influence on other staff:

Influence whom(job title)

How

If analytical, what aspects ______________________________ ______________________ If team work, 1. How many team members - _____________________________ 2. Your position in the team _____________________________

3. Do you like team work ,if not why - ________________________ if yes why- ________________________

If managerial, what aspects ______________________________ Do you a) Delegate responsibility

YES NO

To Whom

What

b) Motivate employees YES NO _______________________________________________________________________ ____________________________________________________ c) Solve Problems

YES NO

Eg:

___________________________________________________ _____________________________________________________ _____________________________________________________

YES NO

d) Manage Projects

e) Strategise

YES

NO

In what aspects

____________________________________________ ___________________________________________

If collaborative Title of contact Purpose Frequency ( W-weekly, M-monthly, D- daily, O-occasionally)

 If advisory, What aspects 1) _______________________________________________________ 2) _______________________________________________________ 3) _______________________________________________________ 4) _______________________________________________________

If planning, what aspects1) ________________________________________________________ 2) ________________________________________________________ 3) _________________________________________________________ 4) _________________________________________________________

9) Job characteristics,

1) Is your job specialized ?

YES

NO

How _____________________________________________________________________________ ___________________________________________________________ 2) Your job Is ______________ complex

VERY

MEDIU

LOW

3) Does your job involve processing information ?

YES

NO

What type: 1)_____________________________________________________ 2)______________________________________________________

YES

NO

4) Does your job involve problem solving?

Problem

How

4) Does your job require many skill?

YES

NO

List skills required _____________________________________________________________________________ _____________________________________________________________________________ _

YES NO

6. Do you have any autonomy to schedule your work? How__________________________________________________________________________ ___________________________________________________________ 7. Do you have any autonomy to make decision?
YES NO

If no, do you want it, explain, _____________________________________________________________________________ ___________________________________________________ 8. Do you have autonomy to divide the work methods you use?
YES NO

If no, do you want it, explain, _____________________________________________________________________________ ________________________________________ 9. Your work is _________________________physically demanding.
Very Medium Less

10. . Your work is _________________________mentally demanding.

Very Medium Less

10) how long have you been in your current job? __________________________________________ 11) write your previous work experience

Position

What was the job

Sector / company

Time (when to when)

12) Write your qualification? _____________________________________________________________________________ ____________________________________________ 13) List your skills? _____________________________________________________________________________ _____________________________________________________________________________ _______________________________________________ 14) What knowledge does your job requires? _____________________________________________________________________________ _______________________________________________________ 15) Do you have it?

YES YES

NO NO

16) Do wish acquire more of it?

15) What skills does your job require? __________________________________________________________________ _________________________________________________________________ __________________________________________________________________

YES

Do you have all of them?

NO YES NO

Do you wish to acquire them?

16) What behavior competency does your job requires? ____________________________________________________________________ ____________________________________________________________________ Do you have them?

YES

NO

17) Describe a incident when you felt responsible for your job. ___________________________________________________________________ __________________________________________________________________ _________________________________________________________________

18) Do you like to see results in your job?

YES

NO

Define these results. ____________________________________________________________________ ____________________________________________________________________ How do you achieve them? ______________________________________________________________ ________________________________________________________________ ________________________________________________________________

19. Describe any innovative or new thing you have done with your job?

_____________________________________________________________________________ _______________________________________________________ 20. What training do you think you need? ___________________________________________________________________ ___________________________________________________________________ 21. What experience does your job require __________________________________________________________________ _________________________________________________________________ 22. What other jobs in your organization can you perform effectively? How? _____________________________________________________________________________ ________________________________________________________ 23. What other jobs in the organization you aspire for? _________________________________________________________________ ________________________________________________________________ How are you suited for them_______________________________________ Do you have any skills for any other job in the organization? Explain _____________________________________________________________

To be filled by junior/superior for a particular job title

1. Job designation for which questionnaire being filled : Title/ Position ____________________________________________ Department ____________________________________________

Section(optional) _________________________________________

2. Job designation who filling this questionnaire: Junior Senior

3. Describe the job purpose summary according to you for this job? _____________________________________________________________ _______________________________________________________________________ _____________________________________________________ _____________________________________________________________ 5.(b) Describe a typical day _______________________________________________________________ ______________________________________________________________ _____________________________________________________________ ________________________________________________________

6.(b) List the key responsibilities ( no details like dimensions)

_____________________________________________________ _____________________________________________________ _____________________________________________________ ______________________________________________________ 7.(b) List the duties and tasks Duty1. __________________________________________________ Task1. ______________ Task2. _______________ Skills required_________________ Skills required_________________

Duty2. __________________________________________________ Task1. _______________ Task2. _______________ Skills required_________________ Skills required________________

8.(b) LIST 1. Supervisory 2. Communicating 3. Networking 4. Analytical 5. Team work 6. Decision making 7. Managerial 8. Targets to be achieved

9. Collaborative 10. Advisory 9.(b)LIST Supervisory Organizing

Communicating

Reporting

Networking

Financial budgeting

Analytical

Producing things

Team work

Maintaining things

Decision making

Repairing things

Managerial

Quality control

Targets to be achieved

Health and safety

Collaborative

General administration

Advisory

Control

Planning

Developing policy

14.(b) What knowledge does this job require? _____________________________________________________________________________ ___________________________________________________________ 15.(b) What skills does this job require? _____________________________________________________________________________ ___________________________________________________________ 16.(b) What behavior competency does this job require? _____________________________________________________________________________ _____________________________________________________________________________ ______________________________________________ 17. What training could help this job being performed better? _____________________________________________________________________________ ___________________________________________________________ 18. What skill deficiency the people currently doing this job have? _____________________________________________________________________________ _________________________________________________________ 19. What behavior competency deficiency do the people currently doing this job? ___________________________________________________________________ __________________________________________________________________