A PROJECT REPORT ON

“Khushali Bazaar”
(Triveni Group)
“Consumer perception towards rural mall in
the region of Bijnaur

SUBMITTED TO
MR SHAILESH GUPTA‘SIR’
FACULTY, IPM MEERUT

INSTITUTE OF PRODUCTIVITY & MANAGEMENT

MEERUT
 ACKNOWLEDGEMENT

We would like to give my sincere regards to Mr. Shailesh Gupta Sir for
giving us the permission for undertaking the project and guiding us to
complete this project within a stated time period. We would also
profoundly thank to all my respondents who very patiently responded and
provided us with all the necessary information without which completion
of this project was quiet impossible and a special thank to Mr Anup Kr.
Athaya(Branch Manager) Mo. 9897040628 for providing me a fruitful
information.
We are also very grateful to Our Director sir Respected Mr Asit Mohan
who managed the basic requirement needed to complete the research
project. We are also very thankful to Respected Mr Majumdar sir who
assisted us during carrying the research project.

Bijnaur Group
(PGDM SEM 2)

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 PREFACE

Practical aspect gives more knowledge and experience than the theory and
no learning can be completed without practical aspect.

This project is one of the most important parts of our curriculum for
management students, its basic idea is to strengthen the student’s concept
through practical training and make them equipped with recent
development in the changing trends of market.

In the days when it was business as usual, companies could succeed by

their new product with concept and supported by hard selling and good
advertisement and consider that consumer exhibit varying diverse
requirements for product/service combinations and prices consider that
they have high and rising expectations of quality and service. In the face
of their vast choices, customers will gravitate to the offerings that best
meet their individual needs and expectations. They will buy on the basis of
their perception value as well as the post purchase services of the product.

Bijnor Group
(PGDM SEM 2)

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TABLE OF CONTENT

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 EXECUTIVE SUMMARY
The Indian rural market with its vast size and
demand base offers great opportunities to
marketers. Two-thirds of countries consumers
live in rural areas and almost half of the
national income is generated here.
This report contains a study on consumer
behavior in rural market. The research is
conducted in Khushali Bazar, Bijnaur district in
U.P . Which is a strategic business unit of
Triveni Engineering and Industries Ltd.
Although the rural market does offer a vast
untapped potential, it also recognized that it is
not that easy to operate in rural market
because of several problems.
Rural marketing is thus a time consuming affair
and requires considerable investments in terms
of evolving appropriate strategies with a view
to tackle the problems.
The more daring Rural marketers are meeting
the consequent challenges of availability,
affordability, acceptability and awareness
(the so-called 4 As).
They are focusing to give latest products at
the best prices and quality to the customers of
semi-urban and rural region. We thrive to
bridge the gap between big cities and small

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towns by reducing the dependency on the
cities for our customer’s immediate needs and
thereby empowering semi urban and rural
India with wider choice.

COMPANY PROFILE

Khushali Bazaar, SBU of Triveni Engineering and Industries Ltd.

operates retail formats in both rural and semi urban Indian, with
stores mainly concentrated in the UP and Uttarakhand. Headquartered
in Noida (Uttar Pradesh), the company operates over 1.25 lac square
feet of retail space, has over 42 stores across 25 towns in India and
employs over 300 dedicated staff. It is a SBU of Triveni Engineering
and Industries Ltd.
Their main focus is on providing various solutions towards the farm
needs, daily consumer requirements, lifestyle purchases and financial
advisory solutions at the doorsteps of the farmers and semi urban
household customers.

The business of Khushali Bazaar has been divided into three

verticals namely:

• Agri Products and Services

Seeds, fertilizers, Plant Protection Chemicals, Animal Feed &
Nutrients, Building Materials, Farm Machinery and Equipment.
Socio- Economic Activities, Soil & Water Testing Facilities, Farm
Advisory Services & Credit to farmers (KCC).
• Consumer Products and Durables
FMCG, Groceries, Consumer Durables, Imitation Jewellery,
Apparel, Colour Cosmetics, Toys, Crockery, Kitchen Appliances,
Electrical Items, Home Furnishing, Stationery, etc.
• Financial Services
Triveni Retail Ventures Limited has partnerships with Reliance
Money & Max New York Life Insurance Co. to provide Life
Insurance, General Insurance, Mutual funds, Co. F.D.'s, Demat
facilities to mention a few.

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Corporate Social Responsibility

Farmer educational and infrastructure initiatives

Triveni Engineering contributes to the development of rural
communities by making the farmers self-reliant and financially
independent through cane plantations.

The Company also took the following initiatives during the year:

• Conducted seven Kisan Goshthis, an agricultural and yield

enhancement programme across its sugar units during the year
with the support of qualified agronomists.
• Convened more than 150 village meetings at each plant to
educate farmers about cane management practices.
• Arranged crop protection programmes to spread awareness and
treatment for pest, Insecticides and mechanical roughing related
issues.
• Introduced innovative schemes like irrigation subsidy schemes
such as boring expenses, pump set expenses etc. during the
year.

Education Initiatives

• Conducted seven Kisan Goshthis, an agricultural and yield

enhancement programme across its sugar units during the year
with the support of qualified agronomists.
• Operates schools in Khatauli, Deoband and Ramkola sugar units
at nominal fee.
• Triveni Engineering's Banglore and Mysore units have adopted
certain schools and are contributing to the upliftment of the
educational aids and faculty expenses.

Health and sanitation initiatives

• De-silting of drains done by Khatauli and other sugar factories.

• Promoting tree plantation as an annual event across its sugar
factories.
• Sugar factories at Khatauli, Deoband and Ramkola run charitable
dispensary for the villagers.
• Continued provision of financial support to Tirath Ram Shah
Charitable Hospital, one of Delhi's oldest hospitals with modern
amenities for health care. This hospital provides health services
to the pocrer sections of the society in the form of free
treatment, beds, medicines etc.

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• The distillery business group also contributes in the community
development by providing support to local school, building
culvert, installation of hand pumps and also helped in
environmental hygiene.

Objective

 To study the consumer perception regarding rural mall

 To study the dearness of product in comparison of rural retailer

 To study the average footfall ratio.

 To study the purpose of visit of rural consumer to rural mall.

 To study the relevancy of information, rural consumer get from

mall.

 To study the role entertainment play to draw the rural consumer

to rural mall.

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 Methodology

Market research is about the systematic gathering recording and

analyzing of data about problem related to marketing of goods and
services.

Marketing research should be an integral part of the marketing

department under the marketing concept it is an essential and
practical tool for obtaining the facts necessary to formulate marketing
plans and to test marketing department. It is not only a research, but
a learning process through which we learn how a company positions its
brand in the mind of customers.

The seven steps in research project:-

The seven major steps may be placed in three groups as follows first
three is initiating or planning of a study, which comprises the first four
steps in our determining.

First
1. What the problem is
2. What data are needed?
3. How to obtain those data
4. from whom

Second
5. The gathering and processing of data

Third
6. The interpretation of data
7. Presentation of data

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The scope and importance of the research function may considerably
vary firm to firm. However marketing research offers many
advantages in terms of improving planning and positioning their
product in different location.

Research design

The preparation of the design of the research project is known as

research design, i.e., decision regarding what, where, when, how
much, by what means concerning a research study. It constitutes the
blue print for the collection, measurement and analysis of the data.

Research designs have the following:-

The sampling design.

The observational design.
The statistical design.
The operational design.

SOURCE OF DATA

The method of collecting data comprises of the two ways they areas
follows:

Primary Data

Secondary Data

Primary Data

For the project We have used the PRIMARY DATA which was collected
through the use of INTERVIEW AND OBSERVATION.

Secondary data

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The SECONDARY DATA was also, collected through

(a) Internet

(b) Magazines

(c) Management Books

RESEARCH APPROACHES:-

Primary data are collected through

OBSERVATIONS.
INTERVIEW.

RESEARCH INSTRUMENTS:-

In market research the most suitable instrument of collecting data is

“questionnaire” (close ended and open ended) and personal interview.
Close ended questionnaire specifies all the possible
answers and facilitates a respondent to make a choice between them.

In open ended questionnaire respondents are free to give their own

opinion

SAMPLING PLAN

SAMPLE PROCEDURES:-
To obtain a representative sample I have used convenience
sampling under observational design and sampling design.

CONTACT METHOD:-

For collecting the required data for the fulfillments of the objectives of
my project, we have used Observation and Interview method.

GATHERING METHOD:-

When all the tasks of research plans are designed, its time to implants
the tasks. We have collected the data with the selected research
instruments in the chosen areas of research.

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ANALYSIS OF INFORMATIONS:-

After gathering the information we have analyzed it and have

presented the findings in both tabular as well as in graphical form.

REPORT PRESENTATION:-

After the all above procedures being completed, we have presented

this report that has all the analysis and findings related to the
objective of the project.

Data Analysis and Interpretation

1) % of Rural and Urban consumer visit to Khushali Bazar.

30%
Rural Consumer

Semi Urban
consumer
70%

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70% consumer are from Semi Urban area and 30% consumer are from
Rural area who visit to this Rural Mall.

Age Group (Foot falls)

Age Group(Foot falls)

8% 7%
10%
5 to 15
15 to 25
25 to 35
25% 35 to 45
50% 45 and above

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Interpretation:- The maximum footfall comes under the age group of
35 to 45 years.

Product Availability

Product Availability

Financial Agri based

Services products
10% 20% Agri based
products
Consumer
Products
Financial Services
Consumer
Products
70%

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Interpretation :- The Main focus of the rural mall is to cater the
consumer product including household kitchen, grocery, cloths, and
fashion items. The other major part of the product is agriculture based
product like seeds, fertilizers, insecticides etc

Promotion Strategy

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 Promotion Strategy

Door to door
Door to door Campaign
Campaign
News paper
25%
Field Staff
Ricksaw campaign
45% News paper
6%
Hoarding
Hoarding Ricksaw
4% campaign Field Staff
20%

Interpretation:- For promotion they are using field staff in a major

way along with door to door campaign and ricksaw campaign

Views about the Price of the Product

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 Views about the Price of the Product

Very
Don't Know, Expensive,
5% 6%
Very Expensive
Expensive

Expensive, Moderate
4% Don't Know
Moderate,
10%

Interpretation:- As far observation we found 20 rural people 6% of the

people said that rural mall is very expensive. 10% of the people said
that the price of products in rural mall are of moderate in nature. 5%
people said that they not aware of price regarding product of rural
mall.

Rural people’s view about Khushali Bazar

We visited the Triveni groups Khushali Bazar located at Bijnaur as a

rural mall but when we went their and talk to manager of this mall then we
knew that this was established as a rural mall in 2007 but due to demand of

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that particular area it was converted in to semi urban mall at this time. We
talked to 20 people who came their and we also talked to 30 nearer rural
people and we have learned their many things.

Many people come their regularly and they purchase personal care product
and home care product also. Those factors are influenced to the people to
this mall:-

1. All the necessary things which are mostly used in home available in one
roof.

2. Their services regarding to the customers are very good they give very
fast service.

3. Cleanliness of the mall is more attract the people.

4. Offers are given by mall attract people. They give many offers like:-
Towels 99Rs per Kg.

Holi’s offers 2kg sugar free on 1000Rs shopping

5. People also attract by some other offers which are given by mall like pen
free with Horlicks, one cup free with 200gm Coffee etc.

6. People are also attracted by the quality which is kept in mall.

7. Some people to go there to maintain their society and status.

8. Availability of product is good in this mall they kept branded as well as

none branded product also.

9. Rate of all product is genuine and cheaper than others market due to this
many people are attracted by mall.

Generally rural people do not go their in spite of many things

are available related to the agriculture like seeds, fertilizers, patricides etc
because they have own perception to mall. After talking many nearer rural
people we find some interesting and knowledgeable view:-

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 1. Many of the people purchase things their own reliable shop. They believe
on them more in comparison to mall.

2. Rural people buy on credit basis so they want to go on their well known
shop.

3. Many people believe that rate of mall is very high in the comparison to
general shop.

4. Rural people have general faith that malls are made for higher class.

5. Rural people generally feel very shy in to go mall.

Findings
 Store manager: - Mr. Anup Kumar Athaya
 Store: - Khushali Bazaar, Bijnor
 Parent Company: - Triveni Retail Venture Retail Ltd
 Scope of the Company: - Agri Business Division
 No. of Hub: - 42
 Area: - UP and Uttranchal
 Head Quarter: - Noida

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Promotion Strategy:-
 Door to Door Campaign
 News Paper
 Rickshaw Campaign
 Hoardings
 Field Staff

BRAND AWARENESS
 Cost and Quality
 Only Quality Product
 Market purchasing decision
 Storage of FMCG Products
 Hodge Amount of competition from Local Market
 Agri products
 Seasonal Products
 Fertilizers
 Sales Keeping Unit Sales Volume based items

Targeted Area:-
Radius Area: - 5 kms
Coverage village: - 20 villages

Sales Promotion Strategies:-

Discounts
Free Items
Festivals Discounts
Extra Commodities

Limitations

Although we have given our 100 percent for doing this project.
But still are certain limitations while doing the research work.
Some of the limitations are as follows.

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 1. One of the biggest limitations with this project work is the
time factor. Since we have got only 1 days for doing this
research, therefore we think it is a very less time for doing
this project work. Time is very much limited and as a result
we are restricted with the time boundation.

2. Also due to the limited time period, we where not able to

cover more part of rural area of pertinent information.

3. Also the research work is infested by the exaggeration of

some of the respondents.

4. In some questions, the respondent does not gives us

answer and just says that I am not permitted to say
anything concerning this.

5. Also a great limitation is that we have only one place to do

our research. Since we are not having any kind of
information from other sources, that’s why the analysis is
slight biased.

6. One more problem with our research is that, the concerning

person is not having sufficient time and he wound up the
interaction session in the middle.

Conclusion
From our survey and research we found that the rural mall the
Khushali bazaar establish with the aim of rural population but because

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of competitions and some paradam shift it changed the segment and
turn into semi urban and rural segment both

The concept " retail initiative" was started with an objective of

improving the farmer relations with our sugar factories and curb
exploitation and adulteration by middleman in the catchments area of
the sugar plants. The motto of TKB was " Empowering semi-urban &
rural India with a wider choice".
The mission is to give latest product to the best price and quality to
the customers of semi-urban and rural region. The company thrive the
bridge the gap between big cities and small towns by reducing the
dependency on the cities for our customers immediate needs and
thereby empowering semi urban and rural India with wider choice
mainly by the following the concept of 4 A’s
• Awareness
• Affordability
• Availability
• Accessibility

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 BIBLIOGRAPHY:

The following books and sites helped us to complete the project

successfully.

Research Methodology – C.R.Kothari

The Rural Marketing – Pradeep Kashyap & Siddhartha Raut

 Web site of Triveni Group.

 Business Standard

 Economic Times

 Times of India

www.google.com

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 Limitations

Although we have given our 100 percent for doing this project.
But still are certain limitations while doing the research work.
Some of the limitations are as follows.

7. One of the biggest limitations with this project work is the

time factor. Since we have got only 1 days for doing this
research, therefore we think it is a very less time for doing
this project work. Time is very much limited and as a result
we are restricted with the time boundation.

8. Also due to the limited time period, we cannot able to

cover more area. That’s why we were also restricted with
the area also.

9. Also the research work is infested by the exaggeration of

some of the respondents.

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10. In some questions, the respondent does not gives us
answer and just says that I am not permitted to say
anything concerning this.

11. Also a great limitation is that we have only one place

to do our research. Since we are not having any kind of
information from other sources, that’s why the analysis is
slight biased.

12. One more problem with our research is that, the

concerning person is not having sufficient time and he
wound up the interaction session in the middle.

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