EXECUTIVE SUMMARY

R e ta ili n g is e me r g i n g a s a s u n r is e in d us t r y in I n d ia a n d i s
p re s e n t ly la r ge s t e mp lo y e r a fte r a g r ic u lt u re . S o me e c o no mis ts s a y
t ha t R e t a ili n g is o n e o f t h e p illa r s o f t he e c o n o my in I n d ia , a n d
s o me s a y it is g o ld mi n e o f I n d ia n e c o n o my . R e ta il in g in i t s
p re s e n t fo r m s ta r te d in t he la tt e r h a lf o f 2 0 t h c e n t u r y in U S A a n d
E u ro p e . R e ta il in d us t r y is d iv id e d in t o o r g a n iz e d a nd u n o r ga n i z e d
s e c to rs . O r ga n iz e d re t a ilin g in I n d ia is p ro je c te d to g ro w a t t h e
ra te o f 2 5 - 3 0 % p . a . , is e s t i ma te d to g r o w fr o m t h e U S $ 4 2 7
b illio n in 2 0 1 0 t o U S $ 6 3 7 b il lio n b y 2 0 1 5 .
T he mo t iv e o f t h e s t u d y is t o k n o w t h e ma r k e t p o te n t ia l o f
G ur g a o n C e n t ra l in G u r g a o n a nd fi n d o ut t h e c us to me r‟ s
p e rc e p t i o n a b o u t t h e ma ll a n d w h a t a re t he c us to me rs ‟
e xp e c ta t io ns fr o m G u r g a o n C e n t ra l. T h e ma in p u r p o s e o f t h e
s t ud y is t o fin d o ut t he ta r g e t c us to me rs , p re fe re n c e s o f t h e
c us to me rs a n d s a le s p o te n t ia l w it h re fe re n c e t o G u r ga o n C e n t ra l.
T he s t u d y is d o n e w it h t he h e lp o f p r i ma r y d a ta g i v e n b y
re s p o nd e nts d u r in g s u r v e y a n d s e c o n d a r y d a ta t o k no w t h e ma rk e t
p o te n t ia l a n d c u s t o me r p re fe re n c e s a nd b ra n d a w a re n e s s w i t h
re fe re n c e to G u r g a o n C e n t ra l, a n d a ls o to u n d e rs ta n d a n d k n o w
t he p o te n t ia l c us to me rs .
T h is s t u d y is d o n e w it h t h e he lp o f q u e s t io n n a ire a n d it s
a na lys is . P r i ma r y d a t a is c o lle c t e d t h ro u g h p e rs o n a l in te r v i e w
us in g s t r uc t u re d q u e s t io n n a ire a n d s e c o n d a r y d a ta is c o lle c t e d
fr o m ma n a ge me n t o f t h e G u r g a o n C e nt ra l, v a r io u s b o o k , jo u r n a ls
a nd fr o m Fu t u r e g ro u p ‟ s w e b s ite .
Fr o m t he s t u d y it w a s fo u n d t h a t a lt h o u g h G u r ga o n C e n t ra l
fa c e s s t if f c o mp e t it io n fro m t he n e a rb y ma lls , it s t ill h a s a h u g e
p o te n t ia l t o g ro w its c us t o me r b a s e . C o mp a n y c a n e n h a n c e it s
b us in e s s o r in c r e a s e its s a le s b y p ro v id i n g in c e n t iv e s l i k e
me mb e rs h ip c a rd s o r lo ya lt y b e ne f its .

1
 T h is s t u d y h e lp e d me a lo t fo r a na ly z in g t h e ma rk e t ,
u n d e rs t a nd in g re ta il b us in e s s a n d h o w to re s p o n d in c r it i c a l
s it ua t io ns . Fi n d in g s a n d s u g g e s t io ns / re c o mme n d a t io n o f t h i s
re p o r t mi g h t b e he lp fu l fo r t h e c o mp a n y t o i mp r o ve i t s
p e r fo r ma nc e a n d b u s in e s s .

2
 INTRODUCTION

W it h t h e o n s e t o f a g lo b a liz e d e c o no my in I n d ia , t he I n d i a n
c o ns u me r 's p s yc h e h a s b e e n c h a n g e d . Pe o p le h a ve b e c o me a w a re
o f t h e va lu e o f mo ne y . N o w a d a ys th e I n d ia n c o ns u me rs a re w e l l
v e rs e d w it h t he c o n c e p ts a b o u t q u a lit y o f p r o d u c ts a n d s e r v i c e s .
T he s e d e ma nd s a re t h e v is ib le imp a c ts o f t he R e ta il Se c t o r o f
I nd ia n Ec o n o my.
T he re ta il s e c t o r is a ls o o ne o f t h e la r ge s t w o r ld w id e . W a l -
M a rt is t h e w o r ld 's la r g e s t re t a ile r a nd t h e w o r ld 's la r g e s t
c o mp a n y w it h mo r e t ha n $ 3 1 2 b i llio n (U SD ) in s a le s a n n u a l l y .
W a l -M a r t e mp lo y s 1 . 3 mi ll io n a s s o c ia te s in t he U n it e d Sta te s a n d
mo r e t ha n 4 0 0 , 0 0 0 in t e r na t io n a lly . T h e s e c o n d la r ge s t re t a ile r i n
t he w o r l d is Fra n c e 's C a rre fo u r.
T he B M I I n d ia R e ta il R e p o rt fo r t he t h ir d -q u a rte r o f 2 0 1 0 ,
re le a s e d in M a y 2 0 1 0 fo re c a s ts t ha t t h e to ta l re ta il s a le s w i l l
g ro w fr o m U S$ 3 5 3 . 0 b il lio n in 2 0 1 0 to U S $ 5 4 3 . 2 b ill io n b y
2 0 1 4 . St ro n g u n d e r ly in g e c o n o mi c g ro w t h, p o p u la t io n e x p a n s i o n,
t he in c re a s in g w e a lt h o f in d iv id u a ls a nd t he ra p id c o ns t r uc t io n o f
o r g a n is e d re ta il in fr a s t r uc t u re a re k e y fa c t o rs b e h in d t he fo re c a s t
g ro w t h .

3
WHAT IS RETAILING?

R e t a il i ng is a ll t h e a c t iv it ie s in v o lve d in s e ll in g g o o d s a n d
s e r v ic e s d ire c t ly to fin a l c o ns u me rs fo r t he ir p e rs o na l, n o n -
b us in e s s us e .
T he w o r d re ta il is d e r iv e d fro m t he Fre n c h w o rd re ta i l e r ,
me a n in g to c ut a p ie c e o ff o r to b r e a k b u lk . A re ta ile r b u y s g o o d s
o r p ro d u c ts in la r ge q u a nt it ie s fr o m ma n u fa c t u r e rs o r i mp o rt e rs ,
e it h e r d ire c t ly o r t h r o u g h a w ho le s a le r, a n d t he n s e lls in d iv id u a l
ite ms o r s ma ll q u a n t it ie s to t h e ge ne ra l p u b lic o r e nd us e r
c us to me rs , us ua ll y in a s h o p , a ls o c a lle d s t o re . R e ta ile rs a r e a t
t he e n d o f t he s u p p ly c ha in . M a rk e te rs s e e re ta il in g a s p a r t o f
t he ir o v e ra ll d is tr ib u t io n s tra te g y .

TYPES OF RETAILING

R e ta ili n g c a n b e c la s s ifie d u n d e r t w o he a d s :
 St o re R e ta ili n g
 N o n -s t o re R e ta il in g

St o r e R e ta il i ng
R e ta il s t o r e s c o me in a v a r ie t y o f s h a p e s a n d s iz e s , a n d n e w
re ta il t y p e s k e e p e me r g in g . T h e y c a n b e c la s s ifie d b y o n e o r mo re
o f s e v e ra l c ha ra c te r is t ic s :

4
 1 . A mo u n t o f s e r v ic e
2 . Pr o d u c t lin e
3 . R e la t iv e p r ic e s
4 . C o nt r o l o f o u t le ts
5 . T y p e o f s to re c lu s t e r

1 ) A m o u nt o f s e r v i c e

D iffe re n t p ro d uc ts re q u ire d iffe re n t a mo u n t s o f s e r v ic e , a nd

c us to me r s e r v ic e p r e fe re n c e s va r y :

a ) Se lf -s e r v ic e r e ta ile r s
C us to me rs a re w ill in g to perform t he ir own " lo c a t e -
c o mp a r e -s e le c t " p ro c e s s to s a v e mo n e y . To d a y, s e lf - s e r v i c e
is t h e b a s is o f a ll d is c o u n t o p e ra t io ns , a n d t y p ic a ll y is u s e d
b y s e lle rs o f c o n v e n ie n c e g o o d s ( s uc h a s s u p e r ma rk e ts ) a n d
n a t io na ll y b ra n d e d , fa s t mo v i n g s h o p p in g g o o d s (s u c h a s
c a ta lo g s h o w ro o ms ).

b) L im i te d s e r v ic e r e t a i le r s
R e ta ile rs s u c h a s Se a rs a nd J . C . Pe n n e y, p ro v id e mo re s a le s
a s s is ta n c e b e c a us e t he y c a r r y mo re s h o p p in g g o o d s a b o u t
w h ic h c o ns u me rs need in fo r ma t io n. T h e ir in c re a s e d
o p e ra t in g c o s ts re s u lt in h ig h e r p r ic e s .

c ) F ull s e r v i c e r e t a i le r s

5
 Lik e s p e c ia lt y s to re s a n d firs t -c la s s d e p a r t me n t s to re s , h a v e
s a le s p e o p le to a s s is tc us to me rs in every phase of the
s h o p p in g p ro c e s s . Fu ll s e r v ic e s to r e s us ua ll y c a rr y mo r e
s p e c ia lt y g o o d s fo r w h ic h c us t o me rs lik e to b e w a it e d o n.
T he y p ro v id e m o re lib e ra l r e t u r n p o lic ie s , va r io us c re d i t
p la ns , fr e e d e liv e r y, h o me s e r v i c in g, a n d e xt ra s s u c h a s
lo u n g e s a n d r e s ta u ra n ts .

2) P r o d uc t li ne :

R e ta ile rs c a n a ls o b e c la s s ifie d b y t h e d e p t h a n d b re a d t h o f
t he ir p ro d uc t a s s o r t me n ts . T h e d e p t h o f a p ro d uc t a s s o r t me n t
re fe rs t o t he n u mb e r o f d iffe re n t v e rs io ns o f e a c h p r o d u c t t h a t a r e
o ffe re d fo r s a le . T he b re a d t h o f t h e a s s o r t me n t re fe rs t o t h e
n u mb e r o f d iffe re n t p r o d u c ts t h a t t he s t o re c a r r ie s .

a ) Sp e c i a l ty s t o r e s c a r r y a na rr o w p ro d uc t lin e w it h a d e e p
a s s o r t me n t w it h in t ha t lin e . E xa mp le s in c lu d e s t o r e s s e ll i n g
s p o r t in g g o o d s , b o o k s , fu r n it u re , e le c t ro n ic s , flo w e rs , o r
to ys . T o d a y , s p e c ia lt y s to re s a r e flo u r is h in g , d u e to t h e
in c re a s in g u s e o f ma r k e t s e g me n ta t io n , ma rk e t t a r g e t in g, a n d
p ro d uc t s p e c ia liz a t io n .

b ) D e p a r t me nt s t o r e s c a r r y a w id e v a r ie t y o f p ro d uc t lin e s .
Ea c h li n e is o p e ra te d a s a s e p a ra te d e p a r t me n t ma na g e d b y
s p e c ia lis t b u y e rs a n d me r c ha n d is e rs .
6
 c ) S upe r m a r ke ts a re la r ge , lo w -c o s t, lo w - ma r g in , h ig h - v o l u me ,
s e l f -s e r v ic e s to re s that c a rr y a w id e va r ie t y of fo o d ,
la u n d r y , a n d ho u s e ho ld p r o d u c ts .

d ) C o nv e nie nc e s t or e s a re s ma ll s t o r e s t ha t c a r r y a li mite d l i n e
o f h i g h - t u r n o ve r c o n v e n ie nc e go o d s . T he s e s to re s lo c a t e d
n e a r re s id e n t ia l a re a s a n d re ma in o p e n lo n g ho u r s , s e ve n
d a ys a w e e k . C o n v e n ie nc e s to re s mu s t c ha r ge h i g h p r ic e s t o
ma k e u p fo r h i g h e r o p e r a t in g c o s t s a nd lo w e r s a le s v o lu me ,
b ut t he y s a t is fy a n i mp o r ta n t c o ns u me r ne e d .

e ) S upe r s t or e s , c o m bi na t i o n s t or e s , a nd hy pe r m a r ke ts a re a l l
la r g e r t ha n t he c o n v e nt io n a l s u p e r ma rk e t. M a n y le a d i n g
c ha ins a re mo v in g t o w a rd s u p e rs to re s b e c a us e t he ir w i d e r
a s s o r t me n t a llo w s p r ic e s to be 5 -6 % h ig h e r tha n
c o n v e nt io n a l s u p e r ma rk e ts '.
f) C o mb i na ti o n s t o r e s a re c o mb i n e d fo o d a n d d r u g s to re s .
E xa mp le s a re A &P 's Fa mil y M a rts a n d W a l - M a r t 's S u p e r
c e nte rs . H y p e r ma r k e ts c o mb in e d is c o u n t, s u p e r ma r k e t, a n d
w a re h o us e re ta ili n g , a n d o p e ra te lik e a w a re h o us e .

3 ) R e la ti v e pr ic e s

R e ta ile rs c a n a ls o b e c la s s ifie d b y t he p r ic e s t h e y c ha r ge . M o s t
re ta ile rs c h a r g e re g u la r p r ic e s a nd o ffe r no r ma l q ua lit y g o o d s a n d

7
c us to me r s e r v ic e . So me o ffe r h ig h e r q ua lit y g o o d s a nd s e r v ic e a t
h ig h e r p r ic e s . R e t a ile rs t ha t fe a t u r e lo w p r ic e s in c lu d e :

a ) D is c o u nt s t o r e s s e ll s ta nd a r d me r c h a nd is e a t lo w e r p r ic e s b y
a c c e p t in g lo w e r ma r g i ns and s e llin g higher v o lu me .
O c c a s io na l d is c o u n t s o r s p e c ia ls d o no t ma k e a s to re a
d is c o u n t s t o r e . A t r ue d is c o u n t s to re re g u la r ly s e lls i t s
me r c ha n d is e at lo w e r p r ic e s , o ffe r in g mo s t ly n a t io n a l
b ra n d s , no t in fe r io r go o d s .

4 ) C o ntr o l of o ut le ts :

A b o u t 8 0 % o f a ll re ta il s to re s a re in d e p e n d e n ts , a c c o u n t in g fo r
2 /3 o f re ta il s a le s . Other fo r ms o f o w ne rs h ip in c lu d e the
c or p o r a te c ha i n, t he v o l u nt a r y c ha i n a nd r e t a il e r c o o pe r a ti v e ,
t he f r a nc his e or g a ni za t i o n , a nd t he me r c ha nd is i ng
c o ng l o me r a te .

a ) T he c ha i n s t or e is o ne of the mo s t i mp o r ta n t re t a i l
d e ve lo p me n ts o f t h is c e n t u r y.

b ) C or p or a te c ha i ns a p p e a r in a ll t y p e s o f re ta ili n g , b u t t h e y
a re s tr o n g e s t in d e p a rt me n t, v a r i e t y, fo o d , d r u g, s ho e , a n d
w o me n 's c lo t h in g s t o r e s . T h e s iz e o f c o r p o ra t e c ha in s a llo w s
t he m t o b u y in la r g e q u a n t it ie s a t lo w e r p r ic e s , a n d c ha i n s
g a in p r o mo t io n a l e c o n o mie s b e c a us e t he ir a d ve rt is in g c o s t s

8
 a re s p re a d o u t o ve r ma n y s t o re s a nd o v e r a la r g e s a l e s
v o lu me .

c ) T he v o l unt a r y c ha i n is a w h o le s a le r -s p o ns o re d g r o up o f
in d e p e n d e n t re ta ile rs that engage in - g ro u p buying and
c o mmo n me rc h a nd is in g .

d ) T he r e ta ile r c o o p e r a t iv e is a g ro u p o f in d e p e n d e n t re ta i l e rs
t ha t s e t up a jo in t ly - o w n e d c e n tra l w h o le s a le o p e ra t io ns a n d
c o nd u c t jo in t me rc ha n d is in g a n d p ro mo t io n e ffo r ts .

e) A f r a nc his e is a c o n t ra c t u a l a s s o c ia t io n b e tw e e n a
ma n u fa c t u re r, w h o le s a le r, or s e r v ic e o r g a n iz a t io n ( t he
fra n c h is e r) a n d in d e p e n d e n t b us in e s s p e o p le ( t he fr a nc h is e e s )
w ho b u y t he r ig h t t o o w n a n d o p e ra t e o n e o r mo re u n its i n
t he fra n c h is e s ys t e m.

f) M e r c ha nd is i ng c o ng l o m e r a te s a re c o r p o ra t io n s t h a t c o mb i n e
s e v e ra l d if fe re n t re ta il in g fo r ms u n d e r c e n tr a l o w ne rs h ip a n d
s ha re s o me d is t r ib u t io n a n d ma n a g e me n t fu n c t io ns .
E xa mp le s in c lu d e D a yt o n - H u d s o n a nd J . C . Pe n n e y.

5 ) T y pe of s t or e c l us te r :
9
 M o s t s t o re s to d a y c lu s te r t o ge t he r to in c re a s e t h e ir c us to me r
p u lli n g p o w e r a n d t o g iv e c o n s u me rs t he c o n v e n ie nc e o f o ne -s t o p
s h o p p in g :

a ) C e ntr a l b us i ne s s d is t r ic ts A c e n tr a l b us in e s s d is t r i c t
c o mp r is e s o f b a n k s , d e p a rt me n t s t o re s , s p e c ia lt y s to re s , a n d
mo v ie t h e a t re s .

b ) A s ho p p i ng c e nt e r is a g ro u p o f re ta il b us in e s s e s p la n n e d ,
d e ve lo p e d , o w n e d , a n d ma n a g e d a s a u n it.

N o n - St o r e R e t a i li ng

A lt h o u g h mo s t g o o d s a n d s e r v ic e s a re s o ld t h ro u g h s to re s ,
n o n -s t o r e re ta ili n g h a s b e e n g r o w in g mu c h fa s te r t ha n s t o r e
re ta il in g.
T ra d it io na l s to re re ta i le rs a r e fa c i n g in c re a s in g s a le s c o mp e t it i o n
fr o m c a ta lo gs , d ire c t ma il, te le p h o ne , h o me TV s h o p p in g s h o w s ,
o n- li n e c o mp u t e r s ho p p in g s e r v ic e s , ho me a n d o ffic e p a r t ie s , a n d
o t he r d ir e c t re ta il in g a p p ro a c he s .

N o n -s t o re re ta il in g i nc l ude s d ir e c t ma r ke ti ng , dir e c t
s e lli ng , a nd a ut o m a t ic v e nd i ng .

10
 INDI AN RETAIL INDUSTRY

R e ta ili n g in I n d ia is o ne o f t h e s ig n if ic a n t c o n t r ib ut o rs t o
t he I nd i a n e c o n o my a n d a c c o u n ts fo r 3 5 % o f t he G D P. Ho w e ve r,
t h is s e c to r is in a fra g me n te d s t a te w it h o v e r 1 2 mil lio n o u t l e t s
o p e ra t in g in t he c o u n t r y a n d o n ly 4 % o f t he m b e in g la r g e r t ha n
5 0 0 s q ft in s iz e . T h is is in c o mp a r is o n to 0 . 9 mi ll io n o u t le ts i n
U S A, c a t e r in g t o mo re t ha n 1 3 t i me s o f t h e to ta l r e ta il ma rk e t
s iz e . T h u s , I nd ia h a s t h e h ig h e s t n u mb e r o f o u t le t s p e r c a p ita i n
t he w o r ld w it h a w id e ly s p re a d re t a il ne tw o r k b u t w it h t he lo w e s t
p e r c a p ita re ta il s p a c e ( @ 2 s q ft p e r p e rs o n a s c o mp a re d to 1 6 s q
ft p e r p e rs o n fo r U S A ).
T he I n d ia n re ta ili n g in d u s t r y is c u r re n t ly e s t i ma te d a t $ 2 0 5
b ( R s . 9 3 0 , 0 0 0 C r o re s ) a n d is e x p e c te d t o g r o w a t 5 % p . a . T h e
c ur re n t s iz e o f t he o r g a n iz e d r e ta ili n g ma rk e t is $ 6 b (R s . 2 8 , 0 0 0
C ro re s ), t h e re b y, a me re 3 % o f t h e t o ta l r e ta il in g ma rk e t w it h a
p ro je c te d g ro w t h ra te o f 2 5 – 3 0 % p . a . a n d is e s t i ma te d t o
b e c o me $ 8 b (R s . 3 5 , 0 0 0 C ro re s ) b y 2 0 0 5 a n d $ 2 4 b (R s . 1 0 0 , 0 0 0
C ro re s ) b y 2 0 1 0 , w it h its c o n tr i b ut io n to to ta l re ta il in g s a l e s
lik e ly to r is e t o 9 % b y d e c a d e e nd .

Emerging Trends in Indian Retail Industry

T ie r -1 P he n o m e no n is q u ite p o p u la r in b ig c it ie s lik e D e l h i
a nd M u mb a i fo r q u ite s o me t i me b u t n o w s ma lle r c o s mo p o li t a n
c it ie s a re a ls o e me r g in g in t h e o r g a n iz e d re ta il s e c t o r .

11
‘T ie r -I I ’ P he no m e no n

S ma ll to w ns w it h a p o p u la t io n o f 0 . 5 – 1 mil lio n { lik e S u ra t ,

Lu c k n o w , D e h ra D u n, V ij a yw a d a , B h o p a l, I n d o re , V a d o d a ra ,
C o i mb a to re , N a s ik , B h u b a ne s w a r, V a ra n a s i, a n d Lu d h ia n a e t c } ,
a re w it ne s s in g a d e fi n e d in c re a s e in d is p o s a b le in c o me c o u p l e d
w it h h ig h a s p ir a t io na l le ve ls le a d in g to e n h a n c e d s p e n d in g o n
c o ns u me r go o d s a lo n g w it h le s s e ra ve rs io n to c r e d it. With
c o ns u mp t io n in me t ro s a lr e a d y b e in g e x p lo ite d {85% of
re ta ils a le s a s o f n o w } , t he s e T ie r - I I a re a s a re fre s h ta r ge ts a n d
a re e x p e c t e d t o c o n t r ib u te 2 0 -2 5 % o f o r ga n iz e d r e ta il in g s a le s .
R e ta ile rs a r e in t ro d u c in g c o n te mp o r a r y r e ta il fo r ma ts s u c h a s
h y p e r ma r k e ts a n d s u p e r ma r k e ts in t he s e ne w p o c k e ts o f g r o w t h.
M a ll d e v e lo p me n t a c t iv it y in t he s e s ma ll t o w ns is a ls o p ic k i n g
u p , c re a t in g q ua lit y s p a c e fo r re t a ile rs t o fu l fil l t h e ir a g g r e s s i v e
e xp a ns io n p la ns . Ke e p in g in v ie w t he re la t iv e ly s ma lle r s iz e o f
t he ma rk e t, t he a ve ra g e s iz e o f a re ta il ma ll i n T ie r - II c i t ie s
ra n g e s b e tw e e n 1 0 0 , 0 0 0 – 1 2 0 , 0 0 0 s q ua r e fe e t in c o mp a r is o n w i t h
t he la r g e r me tr o s w h e re a n u mb e r o f ma lls me a s u re o v e r 5 0 0 , 0 0 0
s q ua re fe e t.

E ntr y of I nte r na ti o na l P la y e r s

T he fi g h t to d a y is n o t b e tw e e n B ig o r ga n iz e d re ta il s to re s
(3 % ) a n d U n o r ga n iz e d K ir a na S h o p s (9 7 % ), b u t its b e tw e e n
12
g lo b a l g ia nts lik e W a l -M a rt, Te s c o and S h o p p e r‟ s Stop,
Pa n ta lo o ns . E n t r y o f t he s e g lo b a l p la y e rs w ill i mp a c t t h e w a y
I nd ia R e ta ile rs o p e ra te , a s mu c h a s it w ill c h a n g e t he w a y I n d i a n
c o ns u me rs liv e a n d d o t he ir s h o p p in g . T he y w ill n o lo n g e r b e j us t
d e p e n d e n t o n t h e ir lo c a l K ir a n a s h o p fo r t he ir e v e r y d a y n e e d s .
T he y c o u ld j us t shop once a week or o nc e a mo n t h at
c o mp a r a t iv e ly c he a p e r ra te s a n d re ma in ha s s l e fre e . India n
re ta ile r w ill a ls o ne e d t o q u ic k ly c o me t o t e r ms w it h t he ma rk e t
re a lit ie s . O n o ne h a n d t h e y w ill fi g h t s iz e fa c t o r a nd o n t he o t h e r
h a nd g re a t e ff ic ie n c ie s .

E me r g e nc e of N e w R e t a i l F or ma ts

C ur re n t ly t h e re ta il s e c to r in I n d ia is p o p u la t e d w it h t h e
tra d it io n a l mo m - a n d -p o p s t o re s a n d s o me 1 0 0 0 o d d s u p e r ma rk e t s
u n d e r o r g a n iz e d re ta il c h a ins . A d a r in g fe w v e nt u r e d in t o t h e
H y p e r ma r k e t s e g me n t w it h s uc c e s s fu l re s u lts a nd t h is fo r ma t i s
b e in g fa s t re p lic a te d b y o t he r p la y e rs . T h is e x p e r ie n c e i n d ic a t e s
t ha t t h e I n d ia n c o ns u me r h a s ma t u re d to t he ne x t le v e l o f
s h o p p in g e x p e r ie nc e . G iv e n t he I nd ia n c o n d it io ns a n d t h e v a s t
d ive rs it y a s in g le fo r ma t ma y n o t b e p o s s ib le fo r t h e n a t io n a l
p re s e n c e , b ut re g io n s p e c if ic fo r ma ts ma y e v o lv e . A n in te re s t i n g
o b s e r va t io n is t ha t o f la c k o f p r e s e n c e o f o r g a n iz e d r e ta il c ha i n s
in t he r u ra l/s e mi - u r b a n c e n te rs a s o ve r 6 0 % o f I n d ia n p o p u la t i o n
is s t ill in t h e s e p a r ts . A n id e a l “ no fr il ls ” mo d e l to s ta rt w i t h

13
w o u ld b e id e a l fo r t he r u ra l ma rk e ts ; t h is w o u ld he lp t o ta k e t h e m
to t h e ne x t le v e l o f s u p e r ma r k e t e x p e r ie n c e .

Spe c ia lt y M a lls

K e e p in g in min d t h e a s t o n is h i n g p a c e w it h w h ic h ne w s u p p l y
is e xp e c te d t o e n te r t h e ma rk e t, ma n y ma ll d e v e lo p e rs , in a b id t o
o ffe r a d is t in c t iv e va lu e p r o p o s it io n, a re p la n n in g to d e ve l o p
„ s p e c ia lt y ma lls ‟ . T h e s e n ic h e d e ve lo p me n ts s h a ll e me r ge a s
o ne s t o p d e s t in a t io ns in t h e ir c h o s e n p ro d uc t c a te g o r ie s . T h e
D e lh i - b a s e d A e re n s G r o u p ha s d e v e lo p e d G o ld S o u k , a n e xc lu s i v e
je w e lle r y ma ll t h a t is a lre a d y o p e ra t io na l in G u r ga o n a n d h a s
a mb it io us p la ns to re p lic a te t h e c o n c e p t a c ro s s t h e c o u n t r y.
Fu r t h e r, a n u mb e r o f a na lo g o us d e ve lo p me n ts lik e a „ W e d d i n g
M a ll‟ b y O ma xe G ro u p , „ A ut o mo b ile M a ll‟ e tc . a re a ls o in t h e
o ffi n g . I n lin e w it h in te r na t io na l tre n d s , „ H o me M a lls ‟ o ffe r i n g
t he e n t ire r a n g e o f b u i ld in g a nd in te r io r d é c o r s o lu t io ns a re a ls o
c o min g u p in va r io us p a rts o f t he c o u n t r y in c lu d in g P u n e
(„ Is h a n ya ‟ p ro mo t e d b y D e e p a k Fe r t iliz e rs a nd P e t ro c h e mic a l s
C o r p o ra t io n Lt d ), G u r ga o n & Ko lk a ta .

P r ic e C or r e c t i o n

Fa llo u t o f t h e s u r g e in ma ll d e v e lo p me n t a c t iv it y s ha ll b e
t ha t d e ve lo p e rs w il l b e fo rc e d to o ffe r re t a ile rs p r i me r e a l e s t a t e
s p a c e s a t c o s ts lo w e r t h a n t h o s e p re v a ili n g to d a y, a s t he s p a c e
re q u ir e d b y re ta ile rs to fu l fi ll t h e ir e xp a n s io n p la n s is lik e ly t o
14
b e le s s e r t ha n o ffe re d . T h is c o r re c t io n c o u ld re s u lt in a mo re
s tr u c t u re d r e ta il re a l e s ta te ma r k e t t h a t w o u ld a llo w re ta ile rs a
h ig h e r ma r g in o n t h e ir r e a l e s ta t e in v e s t me n ts , t he re b y e na b l i n g
t he m t o e x p a n d fa s te r. Fu r t he r, t h e re la t iv e ly o v e r -s e r v e d c i t i e s
c o u ld w it ne s s h ig h e r a c t iv it y , a s re a l e s ta te s p a c e b e c o me s mo re
a ffo rd a b le , t he re b y , re d u c in g t he b re a k - e ve n p e r io d fo r re ta il e rs .
M o re o ve r, u n d e r -s e r v e d ma r k e ts c o u ld p ro v id e e n o u g h ma r g in s t o
re ta ile rs t o c o mp e ns a te fo r lo s s o f ma r g in s in s o me o f t he o v e r -
s e r ve d ma rk e ts .

T r a d i ti o na l R e ta ile r s i n M a l ls

T he a b u n d a n t s u p p ly o f re ta il s p a c e ha s p r o v id e d re ta i l e r s
w it h t h e le e w a y to e x p e r i me n t w it h n e w e r fo r ma ts a n d p ro d uc t
c a te g o r i e s . E v e n t ra d it io n a l re t a ile rs lik e Be nz e r, S t u d y b y J a n a k ,
M e hra s o n‟ s J e w e lle rs e tc a r e b e i n g p us he d to mo d e r n re t a il i n g
fo r ma ts lik e s h o p p in g ma lls . M a ll d e v e lo p e rs s ha ll ha v e
s u f fic ie n t in c e n t iv e to o p e ra te o n a re v e n u e s ha r in g p r ic in g mo d e l
a s ma n y o f t h e s e tra d it io na l re ta ile rs c a n g e ne ra t e h ig h e r s a le s
p e r s q u a re fo o t a s c o mp a re d t o t he la r ge r - fo r ma t d e p a r t me n t
s to r e s , w h ic h s h a ll t ra n s la te in t o h ig h e r re v e n u e re a liz a t io ns fo r
d e ve lo p e rs .

T r a ns f o r m a t i o n & I n no v a t i o ns of S up pl y C ha i n and
T r a ns p o r t a t i o n l o g is ti c s

15
 To c o u n te r t h e u n b e a ta b le a d va n ta ge s o f c o n v e n ie n c e o f a
h o p , s k ip a nd a j u mp a c c e s s a nd ho me d e li v e r y , o r g a n i z e d
re ta ile rs s e e m t o ha v e j us t o n e o p t io n - o ffe r a t tra c t iv e p r ic e s t o
t he c o n s u me r. A s uc c e s s fu l re ta il e r 's w in n i n g e d ge w il l t he re fo re
c o me fr o m s o u rc in g - h o w b e s t it c a n le v e ra g e its s c a le to d r i v e
me r c ha n d is e c o s ts d o w n, inc re a s e s to c k t u r ns a n d ge t b e t t e r
c re d it t e r ms fro m ve n d o rs . E f fic ie nt s u p p ly c h a ins c a n a c h i e v e
t h is o b je c t iv e a n d fue l d e ma n d . T h e s up p ly c h a in in I n d ia is fu l l
o f in e ff ic ie nc ie s - a re s u lt o f in a d e q ua te in fr a s t r u c t u re , to o ma n y
mid d le me n, c o mp l ic a te d la w s a n d a n in d iffe re n t a tt it u d e .

M or e us e of T e c hno l o g y

R e ta ili n g , a s d is c us s e d b e fo re , is a t a n a s c e n t s ta ge in I nd i a .
T he c o mp lic a te d in fo r ma t io n s y s te ms a n d u n d e r ly in g te c h n o lo g i e s
a re in t he p ro c e s s o f b e in g e s ta b lis h e d . M o s t gr o c e r y r e ta i l e rs
lik e Fo o d W o r ld ha v e s ta r te d t ra c k in g c o n s u me r p u r c ha s e s
t h ro u g h C R M . T h e life s t y le re ta il e rs t h r o u g h t h e ir `a ff in it y c lu b s '
a nd ` re w a r d c lu b s ' a re e s ta b lis h in g t he ir p ro c e s s e s . The
tra d it io n a l re ta ile rs w ill a lw a ys c o nt in u e to e x is t b u t o r ga n i z e d
re ta ile rs a re w o rk in g to w a r d s r e v a mp in g t h e ir b us in e s s to o b t a i n
s tra te g ic a d v a n ta g e s a t v a r io u s le v e ls - ma r k e t, c o s t, k no w le d g e
a nd c us to me r. W it h d if fe re n t ia t in g s tra te g ie s - va lu e fo r mo n e y ,
s h o p p in g e x p e r ie n c e , va r ie t y, q ua lit y, d is c o u n ts , a d v a nc e d
te c h n o lo g ie s , c ha n g e in t h e e q u i li b r iu m w it h ma n u fa c t u r e rs a n d a
t ho ro u g h u n d e rs ta n d in g o f t h e c o ns u me r b e ha v io r, t h e g ro u n d i s
a ll s e t fo r t h e o r ga n iz e d re ta ile rs .
16
C o mm u ni ty I nv o l v e m e nt

Fo o t fa lls in mo s t ma lls a re o b s e r ve d to b e s ig n i fic a n t l y

h ig h e r o n w e e k e n d s . To e n s u re re g u la r w a lk - ins o n w e e k d a ys ,
ma l l d e v e lo p e rs h a ve s ta rte d t o fo c u s o n in v o l v in g t he lo c a l
c o mmu n it y . T he y ha v e re c o g n iz e d t ha t t h e ir c e nt e rs n e e d to b e
e nte rta in in g, a n d t ha t s ho p p e rs w a n t t h e ir ma lls a n d to w n c e n t e rs
to b le n d w it h and r e fle c t t h e ir own c o mmu n it ie s . Their
p h ilo s o p h y to d a y is t h u s to c r e a t e a c e n te r w he re p e o p le w o u l d
w a nt to s ta y w e ll b e y o n d t h e ir s h o p p in g t i me t o e na c t t he r it u a ls
of u rb a n life . Ac t iv it ie s lik e k a ra te c la s s e s and p a in t i n g
c o mp e t it io ns fo r c h i l d re n p u ll t he i r s a la r y -e a r n in g p a re n ts to v i s i t
t he ma ll. Fo r e x a mp le , S o u t h -d a l e M a ll, U S A c o n ta in s a s c ho o l,
a n a ud ito r iu m, a n ic e -s k a t in g r in k a nd e ve n a z o o fo r t he s a m e
re a s o n . D a n d ia a n d N a v ra t re p a r t ie s a t A n s a l P la z a a n d Fe s t i v a l
p a r t ie s a t o t h e r m a lls a ls o ha v e t h e s a me o b je c t iv e .

R e t a il a nd R e c e s s i o n

T he g lo b a l e c o n o mic s lu mp h a s h a d its i mp a c t o n t h e I n d ia re t a i l
s e c to r. O ne o f t he e a r lie s t p la y e rs in t he I n d ia n re ta il s c e na r i o
S u b h ik s ha 's o p e ra t io ns c a me t o a ne a r s ta n d s t ill a n d re q u i re d
liq u id it y in je c t io n. V is h a l R e ta il secured c o rp o ra te debt
re s t r uc t u r in g ( C D R ) p la n fr o m its le nd e rs w h ile o t h e r p la ye rs l i k e
t he R e lia nc e R e ta il r u n b y M uk e s h A mb a n i a n d Pa n ta lo o n l e d
K is h o re B iy a n i b y w e n t s lo w o n e x p a ns io n p la ns a n d e v e n s c a l e d
d o w n o p e ra t io ns .
17
 RETAILERS IN INDIA

1 ) K. R a he j a Gr o up
 S ho p p e r‟ s s to p
 H o me St o p
 M o t he r c a re
 H y p e r c it y
 C ro s s w o r d
 P la n e t M

2 ) T a t a T r e nt
 W e s ts id e
 Sta r I n d ia Ba z a a r
 La n d ma r k
 C ro ma

3 ) R P G Gr o up
 Sp e n c e r‟ s s u p e r ma rk e t
 Sp e n c e r‟ s d a ily
 Sp e n c e r‟ s h y p e r ma rk e t
 M us ic w o r ld

4 ) R e li a nc e Gr o up
 R e lia n c e fre s h
 S u b h ik s ha

18
5 ) B ha r ti Gr o up

6 ) A di t y a B ir la Gr o up

7 ) C a f é C of f e e D a y

8 ) P a nt a l o o n r e ta il (I ) P v t. L t d
 Pa n ta lo o ns
 B ig b a z a a r
 Fo o d b a z a a r
 Fa s h io n s ta t io n
 A ll
 B lu e s k y
 E Zo n e
 C o lle c t io n I
 H o me T o w n
 C e nt ra l M a ll

9 ) G o dr e j Gr o up
 G o d re j A a d h a r
 N a t u re ‟ s Ba s k e t

1 0 ) N i lg ir i ’s -F or ma ts
 N ilg ir i 's ‟ s up e r ma r k e t c h a in

1 1 ) S ub hi ks ha -F or m a ts

19
  S u b h ik s ha s u p e r ma r k e t p h a r ma c y
 Te le c o m d is c o u n t c h a in.

1 2 ) L if e s t y le I nte r na t i o na l
 Li fe s t y le Ho me C e n t re
 Max
 Fu n C it y
 I n te r n a t io n a l Fr a nc h i s e b ra n d s t o r e s .

1 3 ) P y r a mi d R e t a il -F o r m a ts
 P y ra mid M e g a s t o r e
 T r ue -M a rt

20
T A B L E 1 . 1 : T OP 2 0 R E T A I L E R S W OR L D W I D E

21
T y p e : - P r iv a t e C o n g lo me ra te
Fo u n d e d : - M u mb a i, I n d ia (1 9 9 4 )
Fo u n d e r (s ) : - K is h o re B iy a n i
H e a d q u a rte rs : - M u mb a i, I n d ia
K e y P e o p le : - K is h o re B iy a n i ( F o u n d e r a n d G r o up
C EO )
R e ve n u e : - R s . 1 0 , 0 0 0 c ro re
E mp lo y e e s : - 5 8 , 0 0 0
W e b s ite : - w w w . fu t u re g r o u p . in

22
 About Future Group
Fu t u r e G ro u p is o ne o f t he c o u n t r y ‟ s le a d in g b u s in e s s g ro u p s
p re s e n t in re ta il, a s s e t ma n a ge me n t, c o ns u me r fi n a n c e , in s u ra nc e ,
re ta il me d ia , re ta il s p a c e s a nd lo g is t ic s . T h e g r o u p ‟ s fla gs h i p
c o mp a n y, P a nt a l o o n R e t a i l (I ndi a ) L i mi te d o p e ra te s o v e r 6
mi llio n s q u a re fe e t t h r o u g h 4 5 0 s to r e s in 4 5 c it ie s . S o me o f i t s
le a d in g r e ta il fo r ma ts in c lu d e , P a nta lo o n s , B ig B a z a a r, C e n t ra l ,
Fo o d Ba z a a r, H o me T o w n, e Z o ne , D e p o t, Fu t u r e M o n e y a n d o n l i n e
re ta il fo r ma t, fu t u r e b a z a a r. c o m .

Fu t u r e G ro u p c o mp a n ie s in c lu d e s , Fu t u re C a p ita l H o ld in g s ,
Fu t u r e G e n e ra li I n d ia , Indus Le a g u e C lo t h i n g and Galaxy
E n te rta i n me n t t h a t ma n a ge s S p o r ts Ba r, Br e w Ba r a n d B o w l i n g
C o . Fu t u re C a p ita l H o ld in g s , t h e g ro u p ‟ s fin a n c ia l a r m, fo c us e s o n
a s s e t ma n a ge me n t a n d c o ns u me r c re d it.

It ma na g e s a s s e ts w o rt h o ve r $ 1 b il lio n t h a t a re b e i n g
in v e s te d in d e v e lo p in g re ta il re a l e s ta t e a nd c o ns u me r - re la t e d
b ra n d s a n d ho te ls .

T he g ro u p ‟ s jo in t v e n t u re p a rt n e r s in c lu d e I ta lia n in s u ra nc e
ma j o r, G e ne ra li, Fre n c h re ta ile r ETA M g ro u p , US-based
s ta t io na r y p r o d u c ts re ta ile r St a p le s I nc , U K -b a s e d Le e C o o p e r
a nd I n d ia b a s e d Ta lw a lk a r‟ s , B lu e Fo o d s a n d Lib e rt y S h o e s .

23
Fu t u r e G ro u p ‟ s v is io n is t o , “ D e l iv e r E v e r y t hi ng , E v e r y w he r e ,
E v e r y ti me t o E v e r y I ndi a n C o ns ume r i n t he m os t p r of i ta b l e
ma n ne r . ” T he g r o up c o ns id e rs „ I nd ia n - ne s s ‟ a s a c o re v a lu e a n d
its c o rp o ra te c re d o is - R e w r ite r u l e s , R e ta in v a lu e s .

Gr o up V is i o n

Fu t u r e G ro u p s h a ll d e li v e r E v e r y t h in g, E v e r yw h e re , E ve r y
t i me fo r E ve r y I n d ia n C o n s u me r i n t he mo s t p r o fit a b le ma n n e r.

G r o up M is s i o n

1 . W e s ha r e t he v is io n a n d b e lie f t h a t o u r c u s to me rs a n d
s ta k e h o ld e rs s ha ll b e s e r ve d o n ly b y c re a t in g a n d e x e c u t i n g
fu t u r e s c e na r io s in t he c o ns u mp t io n s p a c e le a d in g to e c o no mi c
d e ve lo p me n t.
2 . W e w ill b e t h e t re n d s e tte rs in e v o lv i n g d e liv e r y fo r ma t s ,
c re a t in g r e ta il re a lt y, ma k in g c o ns u mp t io n a ffo r d a b le fo r a l l
c us to me r s e g me n ts – fo r c la s s e s a n d fo r ma s s e s .
3 . W e s h a ll in f u s e I nd ia n b ra n d s w it h c o n fid e nc e a n d r e ne w e d
a mb it io n.
4 . W e s ha ll b e e ffic ie n t, c o s t - c o n s c io us a n d c o mmit te d t o q ua l i t y
in w h a te v e r w e d o .
5 . W e s h a ll e ns u re t h a t o u r p o s it iv e a tt it u d e , s in c e r it y, h u mi l i t y
a nd u n it e d d e te r min a t io n s h a ll b e t he d r iv in g fo rc e to ma k e u s
s uc c e s s fu l.

24
C or e V a l ue s

o I nd ia n n e s s : c o n fid e nc e in o u rs e lv e s .
o Le a d e rs h ip : t o b e a le a d e r, b o t h in t ho u g h t a n d b us in e s s .
o R e s p e c t & H u mi lit y : to re s p e c t e ve r y in d iv id u a l a n d b e
h u mb le in o u r c o n d uc t.
o I n tr o s p e c t io n : le a d in g to p u rp o s e fu l t h in k i n g .
o O p e n n e s s : to b e o p e n a n d re c e p t iv e to n e w id e a s , k n o w le d g e
a nd in fo r ma t io n .
o V a lu in g a n d N u rt u r in g R e la t io n s h ip s : to b u ild lo n g t e r m
re la t io ns h ip s .
o S i mp lic it y & Po s it iv it y : S i mp lic it y a n d p o s it iv it y in o u r
t ho u g h t, b us in e s s a n d a c t io n .
o A d a p ta b il it y : to be fle x ib le a nd a d a p ta b le , to me e t
c ha lle n g e s .
o Flo w : to re s p e c t a n d u n d e rs ta n d t h e u n i v e rs a l la w s o f n a t u r e .

Gr o up W e bs i te s :

 Pa n ta lo o n R e ta il (w w w . p a n ta lo o n r e ta il. in )

 Fu t u r e Ba z a a r (w w w . fu t u re b a z a a r. c o m)

 Fu t u r e Br a nd s (w w w . fu t u r e b ra n d s . c o . in )

 Fu t u r e G ro u p ( w w w . fu t u r e g r o up . i n )

 Fu t u r e C a p ita l Ho ld in gs (w w w . fc h . in )

 Fu t u r e G e n e ra li (w w w . fu t u r e ge n e r a li. in )
25
 Fu t u r e H u ma n D e ve lo p me n t (w w w . fhd l. in )

 Fu t u r e S u p p ly C h a in S o lu t io n (w w w . fu t u re s u p p ly c h a ins . c o m)

 Fu t u r e M e d ia ( w w w . fu t u r e me d ia . in )

26
 Pantaloon Retail (India) Limited

Pa n ta lo o n R e ta il ( I n d ia ) Li mit e d , is I nd ia ‟ s le a d in g re ta i l e r
t ha t o p e ra te s mu lt ip le re ta il fo r ma ts in b o t h t he v a lu e a n d
li fe s t y le s e g me n t o f t he I n d ia n c o ns u me r ma rk e t. Le d b y i t s
fo u n d e r a n d G ro u p C E O , M r. K is h o r e B iy a n i, a nd h e a d q ua r te re d
in M u mb a i ( B o mb a y ), t he c o mp a n y o p e ra te s o ve r 7 mil lio n s q ua re
fe e t o f re ta il s p a c e , ha s o v e r 1 0 0 0 s to re s a c ro s s 5 3 c it ie s in I n d i a
a nd e mp lo ys o v e r 2 5 , 0 0 0 p e o p le .

T he c o mp a n y ‟ s le a d i n g fo r ma ts i n c lu d e Pa n ta lo o ns , a c ha i n
o f fa s h io n o u t le ts , B ig B a z a a r , a u n iq u e ly I n d ia n h y p e r ma r k e t
c ha in, Fo o d Ba z a a r , a s u p e r ma r k e t c ha in, b le n d s t he lo o k , to u c h
a nd fe e l o f I n d ia n b a z a a rs w it h a s p e c ts o f mo d e r n re ta il l i k e
c ho ic e , c o n v e n ie nc e a n d q ua lit y a n d C e ntr a l , a c ha in o f s e a ml e s s
d e s t in a t io n ma lls . S o me o f its o t he r fo r ma ts inc lu d e , D e p o t ,
S h o e Fa c to r y, B ra n d Fa c t o r y , B lu e Sk y, Fa s h io n S ta t io n, A L L,
To p 1 0 , mB a z a a r a n d St a r a n d S it a ra . T h e c o mp a n y a ls o o p e ra t e s
a n o n li n e p o rt a l, f ut ur e b a za a r . c o m .

A s u b s id ia r y c o mp a n y , Ho me So lu t io n s R e ta il (I n d i a )
Li mit e d , o p e ra t e s Ho me To w n, a la r g e - f o r ma t ho me s o lu t i o n s

27
s to r e , C o lle c t io n i, s e lli n g h o me fu r n it u re p r o d u c ts a n d E - Z o ne
fo c u s e d o n c a te r in g to t h e c o n s u me r e le c t ro n ic s s e g me n t.

Fu t u r e G ro u p b e lie ve s in d e v e lo p in g s t r o n g in s ig h t s o n
I nd ia n c o ns u me rs a n d b u ild in g b u s in e s s e s b a s e d o n I nd ia n id e a s ,
a s e s p o us e d in t h e gr o u p ‟ s c o r e va lu e o f „ I n d ia n n e s s . ‟ T h e
g ro u p ‟ s c o rp o r a te c re d o is , „ R e w r ite r u le s , R e t a in v a lu e s . ‟

INTERNATIONAL & NATIONAL AWARDS

Pa n ta lo o n R e ta il w a s re c e n t ly a w a rd e d a s :
1 . I nte r na ti o na l R e ta ile r of t h e Y e a r 2 0 0 7 b y t he U S- ba s e d
N a t i o na l R e ta il F e de r a t i o n (N R F ) a nd
2 . T he E me r g i ng M a r ke t R e ta i le r of t he Y e a r 2 0 0 7 a t t he
W or ld R e t a i l C o ng r e s s he ld i n B a r c e l o na .
3 . B e s t of t he B E ST R E T A I L E R 2 0 0 6 & 2 0 0 7 , b y A SI A
P A C I F I C T OP 5 0 0 , SI N GA P O R E .
4 . B us i ne s s L e a de r s hip A w a r d i n r e ta il by N D T V ,
5 . R e a de r s D ig e s t T r us te d B r a nd s P la t i num A w a r d.
6 . C N B C A W A Z m os t pr e f e r r e d L a r g e F o o d & g r o c e r y S up e r
ma r ke t.
7 . He w it t i nt e r na ti o na l B E ST 1 5 E M P L OY E R i n I N D I A .

28
 Pa n ta lo o n R e t a il is t he fla g s h ip c o mp a n y o f F ut ur e Gr o up ,
a b us in e s s g ro u p c a te r in g to t h e e n t ire I nd ia n c o ns u mp t io n s p a c e .
N o w w e a r e go in g to d is c u s s a b o u t a ll t h e LI N Es O F BU SI N ES S
c o me u n d e r P AN T A LO O N ‟ s R E T A I L .
T a b le 3 . 1 li ne of b us i ne s s

T he n e x t p a g e c a rr ie s a ta b le s ho w in g t h e jo in t ve n t u re s o f t h e
Fu t u r e G ro u p .

29
30
 CENTRAL

La u n c h e d in M a y '0 4 a t Ba n g a lo r e , C e n tra l is a s h o w c a s e ,
s e a mle s s ma ll a nd t h e fir s t o f its k in d in I n d ia . T he t h o u g h t
b e h in d t h is p io n e e r in g concept was to g iv e c us to me rs an
u n o b s t r uc te d a nd a p u re s h o p p in g e x p e r ie n c e a n d to e n s u re t h e
b e s t b ra n d s in t he I n d ia n ma rk e t a re ma d e a v a ila b le t o t h e
d is c e r n in g I n d ia n c us to me r.
C e nt ra l o f fe rs e ve r y t h in g fo r t he u rb a n a s p ira t io n s h o p p e r t o
s ho p, e a t a nd c e le b r a te . Lo c a te d in t h e he a rt o f t h e c it y, C e n t r a l
b e lie ve s its c us to me rs s ho u ld n o t h a ve t o tra v e l lo n g d is ta nc e s t o
re a c h us ; in s t e a d w e mu s t b e p re s e nt w he re c us to me rs fre q ue n t l y
v is it.
T he s e s to re s o ffe r p ro d uc ts of o ve r 5 0 0 w e ll known
d o me s t ic a n d in te r na t io n a l b r a nd s . Be s id e s , h o us in g s up e r ma rk e t s
a nd fo o d c o u rts , C e n tra l ma ll s to c re a te a n e x p e r ie nc e of
„ c e le b ra t io n‟ c o u ld e v e n o f fe r fa c ilit ie s fo r n ig h t c lu b . T he n e w
„ C e n tr a l‟ ma ll c o mp le x e s , a c c o rd i n g t o c o mp a n y o f fic ia ls , w o u l d
a ls o h o us e mu lt ip le x t h e a t e r fa c ili t ie s fr o m I n o x o r P V R g ro u p s .

In s ho r t, „ C e n t ra l‟ ma ll fo r ma t s to re s a re one stop
d e s t in a t io n s fo r S h o p p in g, Ea t in g , a n d C e le b ra t in g .

31
 T he p re miu m c h a in, w h ic h b e g a n o p e ra t in g fo u r y e a rs a g o
fr o m B a n g a lo r e in M a y 2 0 0 4 , is c ur re n t ly r u n n i n g f iv e s to re s a t
Ba n g a lo re , P u n e , V a d o d a r a , G ur g a o n , a nd H y d e ra b a d . T h e
n u mb e r o f t h e s e ma ll fo r ma t s to r e s a fte r e x p a n s io n w ill g o u p t o
1 8 s to re s in 2 0 1 0 .

I n a s h o r t s p a n o f its e x is te nc e C e nt ra l ha s re v o lu t io n i z e d
a nd re d e fin e d t h e s h o p p in g e xp e r ie n c e in I n d ia . At C e n t ra l ,
c us to me rs no lo n g e r o n ly s h o p , t h e y ge t S HOP -A T A I N E D !

GURGAON CENTRAL

Sp re a d o ve r 1 , 2 5 , 0 0 0 s q ua re f e e t a re a , G ur g a o n C e ntr a l
M a ll is t h e ma n i fe s ta t io n o f S to re s w it h o ut D o o rs . T h e ma l l i s
c o n v e n ie nt ly lo c a te d n e a r N H 8 a nd G u r g a o n - M e h r a u li ro a d .
T he re a re s t o re s a n d s ho w r o o ms s e lli n g mo re t h a n 5 0 0 re p u t e d
b ra n d s w it h q ua lit y a s s u ra n c e .

T he re a re fin e s t c o ll e c t io ns fo r me n, w o me n a n d k id s . It i s
in d e e d a n id e a l p la c e fo r s ho p p in g a n d c e le b ra t io n. T h e Fo o d
Ba z a a rs a t C e n t ra l M a ll e n s u re t h e a va ila b ilit y o f q u a lit y g ro c e r y
o f y o u r c h o ic e . T h e Fo o d C o u r t a t t he ma ll is o n e w o r t h v is it i n g .
T he r e s ta u ra n ts c a te r to t he ta s te p r e fe re n c e s o f a n y o ne w it h a
w id e v a r ie t y o f c u is in e s o f t he Ea s t a nd t he W e s t.

32
 T he ir c a tc h p h ra s e re a d s , “ tre a t y o u r ta s te b u d s to s o me o f
t he mo s t e x o t ic c u is in e s a n d lip s ma c k in g d e s s e rts s p re a d o ve r a
s p ra w lin g fo o d c o u rt. ” T h e St o re s a t t he G u r g a o n C e n t ra l M a l l
h a ve b e e n a s s o rte d in to flo o rs p r o d uc t - w is e . T he g r o u n d flo o r i s
a rr a n g e d fo r c o s me t ic s to re s .

T he fi r s t flo o r ho u s e s s t o re s d e a lin g in w o me n a n d k i d s
s t u ff. T he t h ir d flo o r ha s s to re s s e llin g c o n s u me r a r t ic l e s
p r i ma r il y u s e d b y me n. T h e t h ir d flo o r is e xc lu s iv e ly fo r fo o d
ite ms .

T he Fo o d C o u r t r e s ta u ra n ts a n d Fo o d Ba z a a r w it h g r o c e r y
s to r e s s e lli n g g r o c e r y a rt ic le s a t w ho le s a le p r ic e s a re o n t he t h i r d
flo o r. T h e ma ll is o p e n fr o m1 1 a m to 1 0 p m.

33
34
 LITERATURE REVIEW

R e ta ile rs a nd ma r k e te rs o fte n s e e k to le a r n h o w a n d w h y
p e o p le s h o p . T h u s ta k in g c us to me r fe e d b a c k is a n i mp o rta n t t o o l
in t h e re ta il in d u s tr y, it w ill n o t o n ly te ll us a b o u t t he b ra n d
p e rc e p t i o n b u t a ls o a b o u t t h e w a y s t he c o ns u me r t h i n k , t h e b ra n d
c o u ld b e i mp r o ve d . W e s e e c u s to me r fe e d b a c k fo r ms b e i n g
p ro v id e d a t va r io us re s t a u ra n ts , c o ffe e h o u s e s , a n d v a r io us o t he r
p la c e s . Its a n i mp o rta n t to o l, w h ic h o ffe rs a u n iq u e in s ig h t in t h e
min d s o f t h e c o n s u me r, t h us a llo w in g t h e ma rk e te r t o p re p a re i n
t he ma n n e r, a n d ma k e h is s t ra te g ie s mo r e s uc c e s s fu l.

T he c o ns u me r d e c is io n ma k in g p ro c e s s is a c o mp l e x
p he n o me n o n . T h e p u rc h a s e o f g o o d s o r s e r v ic e s in c lu d e s a
N u mb e r o f fa c to rs t h a t c o u ld a ffe c t e a c h d e c is io n. D e c is i o n
ma k in g is mo r e c o mp le x a n d e ve n mo r e i mp o rta n t fo r c o n s u me rs
to d a y t ha n in t h e p a s t. C o ns u me rs a re b e s ie ge d b y a d v e rt is i n g ,
n e w s a rt ic le s , a n d d ir e c t ma il in g s t ha t p r o v id e a n a b u n d a n c e o f
in fo r ma t io n, mu c h o f it w it h mix e d me s s a g e s . I n a d d it i o n,
in c re a s e s in t h e n u mb e r a n d v a r ie t y o f g o o d s , s t o re s , and
s h o p p in g ma lls , a n d t h e a v a ila b ili t y o f mu lt i c o mp o ne n t p r o d u c t s
a nd e le c t ro n ic p u rc ha s in g c a p a b il it ie s h a ve b r o a d e ne d t he s p he re
fo r c o ns u me r c h o ic e a nd ha v e c o mp lic a te d d e c is io n ma k i n g
( Ha fs t ro m e t a l. , 1 9 9 2 ).

Sp ro le s a nd K e nd a ll (1 9 8 6 ) d e fin e a c o n s u me r d e c is i o n
ma k in g (C D M ) s t y le a s “ a me n t a l o r ie n ta t io n c h a ra c te r iz in g a
c o ns u me r 's a p p ro a c h t o ma k in g c h o ic e s . ”
35
N e w A g e M a r k e t in g : E me r g i n g R e a lit ie s

A c c o rd in g to S p r o le s & K e n d a ll ( 1 9 8 6 ) id e n t ific a t io n o f
t he s e c ha ra c te r is t ic s a mo n g c o ns u me rs " he lp s to p ro fi le an
in d iv id u a l c o ns u me r s t y le , e d u c a t e c o ns u me rs a b o u t t h e ir s p e c i f i c
d e c is io n ma k in g c h a ra c te r is t ic s , a n d c o u n s e l fa mil ie s o n fin a n c ia l
ma n a g e me n t ".

T he o r e t ic a l of B r a nd i ng

B ra n d is t h e i ma ge t h a t c o ns u me rs ha v e in mi n d ( Aa k e r,
1 9 9 1 ). I t is a ls o t he u n iq u e c h a ra c te r is t ic s t h a t ha v e b e e n
d e ve lo p e d a ll t he t i me in o rd e r t o d iffe re n t ia te a c t ua l p ro d u c t s
fr o m t h e c o mp e t ito rs (M u r p h y, 1 9 9 0 ). I n a d d it io n , T h e A me r i c a n
As s o c ia t io n d e fi n e s a b ra n d a s “ a na me , t e r m, s ig n , s y mb o l o r
d e s ig n , o r a c o mb in a t io n o f t he m in te nd e d to id e n t if y t h e g o o d s
o r s e r v ic e s o f o n e s e lle r o r g ro u p o f s e lle rs a n d to d if fe re n t ia t e
t he m fr o m t h o s e o f c o mp e t ito rs . “ A b ra n d is t h us a p r o d u c t o r
s e r v ic e t h a t a d d s d i me n s io ns t h a t d if fe re n t ia t e it in s o me w a y
fr o m o t h e r p r o d u c ts o r s e r v ic e s d e s ig n e d to s a t is fy t he s a me ne e d .
T he s e d iffe re n c e s ma y b e fu n c t i o na l, r a t io na l, o r e mo t io n a l o r
in ta n g ib le re la te d to w ha t t he b r a nd re p re s e n ts . B ra n d c o n c e p t s
mu s t a d d re s s c us to me r in te re s ts a n d life s t y le s . Fa c to rs t h a t a f fe c t
its b r a nd i ma g e and b ra n d p e rc e p t io n a mo n g ma r k e t i n g
c o mmu n ic a t io n p ro g ra m t ha t i mp l e me n t in g to t h e p ub lic t o c re a t e
b ra n d p e rc e p t io n, b ra n d c ha ra c te r is t ic , b ra n d i ma ge a n d b ra n d
e q u it y.

36
B r a nd P e r c e p ti o n

B ra n d p e rc e p t io n is c o ns u me rs ‟ a b ilit y to id e n t if y t he b ra n d
u n d e r d if fe re n t c o n d it io ns , a s re fl e c te d b y t h e ir b r a nd re c o g n it i o n
o r re c a ll p e r fo r ma n c e ( K o t le r & La n e , 2 0 0 6 ). B ra n d re c a ll r e fe rs
to c o n s u me r‟ s a b il it y to re t r ie v e t he b ra n d fro m t h e me mo r y
( Ke lle r, 1 9 9 3 ). Ac c o r d in g t o t he i mp r o v e me n t o f me a s u re me n t fo r
b ra n d e q u it y, c o ns u me r -b a s e d b ra n d e q u it y w a s d e s c r ib e d fo r fo u r
d ime n s io ns ; b ra n d a w a re n e s s , b ra n d a s s o c ia t io n, p e rc e i v e d
q ua lit y , a nd b ra n d lo y a lt y ( Pa p p u , e t a l, 2 0 0 5 ). B ra n d a w a re n e s s
w a s d e fi n e d a s t he c o ns u me rs ‟ a b ilit y to id e n t if y o r re c o g n iz e t h e
b ra n d ( R o s s it e r a n d Pe rc y, 1 9 8 7 ) . It r e fe rs to t h e s t re n g t h o f a
b ra n d p re s e nc e in c o n s u me r‟ s min d s . B ra n d a w a r e ne s s ha s s e ve ra l
le ve ls s ta rt in g fr o m the le s s re c o g n it io n of t he b ra n d to
d o min a n c e ( Aa k e r, 1 9 9 1 ). Pe rc e i v e d q u a lit y w a s e v a lu a te d a n d
d e c id e d b y c o n s u me rs . Pe rc e iv e d q ua lit y is a n o t h e r v a lu a t io n o f
b ra n d t o p us h t h e c us t o me r to b u y p r o d u c ts . B ra n d b u ild in g ha s
b e e n a ro u n d fo r c e n t u r ie s a s a me a ns to d is t in g u is h t h e go o d s o f
o ne p ro d uc e r fro m t h o s e o f a n o t h e r. T he e a r lie s t s ig n s o f
b ra n d in g i n E u r o p e w e re t he me d ie v a l g u ild s ‟ r e q u ir e me n t t h a t
c ra fts p e o p le put tr a d e ma r k s on t h e ir p ro d u c ts to protect
t he ms e lv e s a nd c o n s u me rs a g a in s t in fe r io r q ua lit y . I n t he fi n e
a rts , b ra n d in g b e g a n w it h a rt is t s s ig n in g t h e ir w o r k s . B ra n d s
to d a y p la y a n u mb e r o f i mp o rta n t ro le s t ha t i mp ro v e c o ns u me rs ‟

37
liv e s a nd e n h a nc e t he fin a n c ia l v a lu e o f fir ms ( K o t le r & La n e ,
2 0 0 6 ). B ra n d a w a re ne s s a n d b r a nd p e rc e iv e d q ua lit y a s t h e
s ig n if ic a n t fa c t o rs to c re a te a n d ma i n ta in b ra n d e q u it y. T he re a re
p o s it iv e r e la t io ns h ip a mo n g b r a n d a w a r e n e s s , p e rc e iv e q ua l i t y
a nd b ra n d e q u it y ( Ak e r, 1 9 9 6 , B u z z e ll & G a te , 1 9 8 7 ). T h e
ma r k e t in g p r o g ra m h a s e ffe c t to imp r o v e t he p e rc e iv e q u a lit y o f
b ra n d fo r d if fe r e nt c u s t o me rs .

38
 OBJECTIVES Of THE STUDY

T he p re s e n t s t u d y h a s b e e n c a r r ie d o u t w it h t h e fo llo w i n g
o b je c t iv e s t o :
 To c o mp a re Br a nd Aw a re n e s s o f G ur g a o n C e n t ra l a s a b ra n d
a s c o mp a re d t o o t h e r re ta il c ha in s in t h e v ic in it y .

 To o b s e r v e t he p s yc h o lo g y o f t he c u s t o me rs re g a r d i n g ,
v is it in g a ma ll.

 To o b s e r ve t he C us to me r Pe rc e p t io n and p re fe r e nc e
re ga rd in g t h e d if fe r e nt re t a il c h a ins in G u r g a o n .

 To a n a ly z e t he a t tr a c t iv e n e s s o f t h e ma ll fr o m t he p o in t o f
v ie w o f t he c us to me r.

 To a na ly z e out t he va r io us a s p e c ts id e n t if ie d by the
C us to me rs ' to ma k e a n E f fe c t iv e s a le .

39
 METHODOLOGY

Fo r t h is s t u d y t h e d a ta is c o lle c te d fr o m t w o s o u rc e s i. e .
p r i ma r y a n d s e c o n d a r y s o u rc e s . T he d a ta is c o lle c te d fo r m
o b s e r va t io n me t ho d . T h e d a ta s o c o lle c te d ha s b e in g s u b je c te d t o
a na lys is w i t h t he h e lp o f s i mp le p e rc e n ta g e me t h o d a n d a t t h e
s ta ge o f in te rp re t a t io n ; t h e d a t a c o lle c te d fro m o b s e r v a t i o n
me t h o d h a s a ls o b e e n e mp lo y e d .

PRIMARY DATA:
Pr i ma r y d a ta c o ns is t s o f o r ig i n a l in fo r ma t io n c o lle c t e d fo r
s p e c ific p u rp o s e .
To o b t a in p r i ma r y d a ta , a w e l l -s tr u c t u re d , p ilo t te s t e d
s c h e d u le w a s p re p a re d a n d t h e re s p o n d e n ts a re me t p e rs o na ll y t o
g e t re s p o ns e . O n e h u n d re d c o ns u me rs w e re ra n d o ml y s e le c te d a n d
in te r v ie w e d in G u r g a o n.

SE C ON D A R Y D A T A :
Se c o n d a r y d a ta c o ns is ts o f in fo r ma t io n t ha t a lre a d y e x i s t s
s o me w h e re ha v i n g b e e n c o lle c te d fo r s o me o t he r p u r p o s e . I n t h i s
s t ud y, t he s e c o n d a r y d a ta is c o lle c te d fro m c o mp a n y ma n u a l s ,
b ro a c he rs , c a ta lo g u e s , w e b s ite s , ma g a z in e , jo u r n a ls e tc . the
c o lle c te d d a ta fr o m v a r io us s o u r c e s is s ub je c te d to a n a ly s is a n d
in te r p re ta t io n w it h t h e he lp o f s u ita b le s i mp le p e rc e n t ile m e t h o d
a nd p re s e n te d in a s tr u c t u r e d fr a me w o rk c o ns is t in g o f p ie c h a r t s ,
v a r io us g ra p hs a n d b a r c h a r ts w he re ve r a p p lic a b le .

40
SA M P L E SI ZE :
O ne h u n d re d re s p o n d e n ts were ra nd o mly s e le c te d in
G ur g a o n .

P E R I OD OF T HE ST U D Y :
T he p ro je c t is b e in g d o ne fo r a p e r io d o f tw o mo n t h s i . e .
fr o m M a y 2 0 1 0 to J u n e 2 0 1 0 in G u r g a o n.

41
SC HE D U L E D E SI G N :
A s t r u c t u re d s c he d u le ha s b e e n u s e d to o b ta in in fo r ma t i o n
fr o m t h e re s p o n d e n ts . T he s c he d u le c o ns is ts o f mu lt ip le - c h o i c e
q ue s t io n s .

QU E ST I ON F O R M U L A T I O N S A N D W OR D I N G S :
I n ge n e ra l, a ll q u e s t io ns w e re f ra me d k e e p in g in min d t h e
fo llo w in g s ta n d a rd s :
 T he re s p o n d e n ts s ho u ld e a s ily u n d e rs ta n d t h e m.
 T he y s ho u ld c o n v e y o n ly o n e me a n in g a t a t i me .
 T he y s h o u ld be c o n c re te to the r e s p o n d e n t‟ s way of
t h in k in g .

42
 OBSERVATIONS AND ANALYSIS
1)

How often do you visit a mall?

Once a week Once a month Twice a month More often

More often
22% Once a week
30%

Twice a month
32%

Once a month
16%

Obs e r v a ti o n :

It w a s o b s e r v e d t h a t ma x i mu m p e rc e n ta ge o f p e o p le v is i t e d
t he ma ll tw ic e a mo n t h o r mo r e o fte n.

A na ly s is :

T he o b s e r v a t io n s h o w s t ha t 7 8 % p e o p le v is it ma ll, mo re
o fte n t ha n tw ic e a mo n t h , t h u s s ho w in g t ha t ma lls h a ve
b e c o me a ge n e ra l p la c e fo r h a n go u t, a n d no t j us t fo r
s h o p p in g , w ha t is p o p u la r ly c o in e d a s t he „ M a ll C u lt u re ‟ .

43
2)

Most of the time you visit Mall for?

Event(celebrity)
Play games
8%
6%
Food
11%
Movie
17%

Shopping
31%
Hangout
27%

Obs e r v a ti o n:

It w a s o b s e r ve d t h a t ma j o r re a s o n fo r go in g to a M a ll a re
S h o p p in g, H a n g o u t ( 5 8 % ). A s ig n i fic a n t a mo u n t o f p e o p le
(1 7 % ) v is it t he ma lls fo r mo v ie s a s w e ll. It w a s s e e n Fo o d ,
G a me s , a n d e ve n ts lik e C e le b r it y v is it a ls o a tt ra c t a go o d
n u mb e r to w a rd s ma lls (2 5 % ).

A na ly s is :

As it is e v id e n t fro m t h e c o lle c te d d a ta , Fo o d , G a me s , a n d
M o v ie s a re a tt ra c t in g c r o w d to w a r d s ma lls s t ill t he ma j o r
a tt ra c t io n re ma in s s h o p p in g a nd H a n go u t.

44
3)

Have you visited Gurgaon Central?

No
31%

Yes
69%

Obs e r v a ti o n :

As y o u c a n s e e 6 9 % o f re s p o n d e n t s re p lie d t he y ha v e v is i t e d
G ur g a o n C e n tr a l.

A na ly s is :

It c le a r ly s h o w s , ma j o r it y o f re s p o n d e n ts ha v e a lre a d y
v is ite d G u r g a o n C e n t ra l, b u t it a ls o s ho w s a la r g e c h u n k
(3 1 % ) o f p e o p le s t ill to v is it G u r g a o n C e n t ra l, w h ic h in t u r n
c a n b e in te rp re te d a s h u g e p o t e nt i a l to g r o w .

45
4)

What do you like about Gurgaon

Central
No. Of respondents

22 22
11 14

Store Brands Service Offers

ambience available

What do you like about Gurgaon

Central?
Store ambience Brands available Service Offers

Store ambience
Offers 16%
32%
Brands
Service available
32%
20%

N o . O f R e s p o n d e n ts (o u t o f 6 9 t h o s e w ho s a id t h e y h a ve
a lre a d y v is ite d G u r ga o n C e n t ra l)

46
Observation:

O f t h e 6 9 % p e o p le w h o h a d a lre a d y v is ite d C e n tra l M a ll, w e

a s k e d t h e m t h is q u e s t io n, a n d t h e re s p o ns e w a s , t he t h i n g s
p e o p le lik e d t he mo s t w e re O ffe r s (3 2 % ), Bra n d s a v a ila b l e
(3 2 % ), a nd s e r v ic e s ( 2 0 % ). O n ly 1 6 % re s p o nd e nts s a id t h e y
lik e t he s to re a mb ie n c e .

Analysis :

A lt h o u g h B ra n d s a va ila b le a n d O f fe rs ma d e a ma jo r i mp a c t
o n t h e c o ns u me rs , t h e re s t ill is a l o t o f r o o m fo r
i mp r o ve me n t in St o r e A mb ie n c e .

5)

What should be added to make

Gurgaon Central more happening
No. Of respondents

28
23
18

Theatre Fine dining Game Zone

47
 What should be added to make Gurgaon
Central more happening?
Theatre Fine dining Game Zone
Theatre
41%
Game Zone
26%

Fine dining
33%

Observation:

M a jo r it y (4 1 % ) s a id t h e a t re s h o u ld b e a d d e d t o ma k e C e n t ra l
ma l l, mo re h a p p e n i n g , w h e r e a s 3 3 % Fin e d in in g a n d 2 6 %
s a id G a me z o n e .

Analysis:

A ma j o r mis s a t C e n tra l ma ll, w a s t he p re s e n c e o f t h e a t re .

As ma n y a s 4 1 % p e o p le t h o u g h t a d d in g a t h e a t re w o u ld a d d
to t h e o ve ra ll e x p e r ie n c e . S i mila r l y 3 3 % mis s e d Fin e d in i n g
a nd 2 6 % G a me Z o ne .

48
6)

Do you know what all units are present at

Gurgaon Central?

70
60
50
40
30 57 62
46 No. of respondents who know
20 37 34 about a particular service
10 17
0

Obs e r v a ti o ns :

O ut o f 6 9 p e o p le w h o ha d a lr e a d y v is ite d G u r g a o n C e n t ra l
ma l l, 6 2 p e o p le k n e w a b o u t fo o d b a z a a r. Lo t o f p e o p le
a lre a d y k ne w a b o u t o f P la n e t M a n d B a r is ta w it h 3 7 a n d 5 7
p e o p le r e s p e c t iv e ly, re s p o n d in g p o s it iv e ly .

Analysis:

It s h o w s t h e p o p u la r i t y o f Fo o d b a z a a r, a mo n g s t t h e
s h o p p e rs . A ls o b a r is ta a n d P la n e t M w e re q u it e p o p u la r.
T he re s e e me d to b e la c k o f a w a re n e s s a b o u t S p o rts b a r a n d
Fo o d s t o p .

49
7)

Have You seen/Heard any recent Ad of

Gurgaon Central?
No. Of respondents

42
27

Yes No

Have you seen any recent ads of Gurgaon

Central
Yes No

Yes
39%

No
61%

50
Observation:

6 1 % o f p e o p le s a id t h e y h a ve n‟ t s e e n a n y re c e n t a d s o f
C e nt ra l ma ll, G u r g a o n. A n d 3 9 % p e o p le s a id t h e y ha v e s e e n
t he re c e n t a d s .

Analysis:

T he re w a s fo u n d to b e a h u g e ne e d to a d v e r t is e a n d t h r o u g h
d iffe re n t c h a n ne ls , a s G u r ga o n C e n t ra l s e e ms to b e mis s in g
o ut o n p o te n t ia l c o s t u me r a s t he re w a s fo u n d to b e l a c k o f
a w a re n e s s a b o u t t he a d ve rt is in g c a mp a ig n s .

8)

51
Observation:

M a x i mu m n u mb e r o f p e o p le s a w t h e a d in N e w s p a p e r ( 4 3 %) a n d
t he n o n R a d io ( 2 8 % ). B u t o n ly fe w p e o p le s a w t h e a d s o n mo b i l e
v a ns a n d Ho a r d in g s .

A na ly s is :

A lt h o u g h a ll t h e c h a n n e ls a re b e i n g us e d fo r a d ve r t is in g v a r i o us
c a mp a ig n s , t he re is s t il l a lo t o f p o te n t ia l to e x p lo it w it h me d i a
s uc h a s a v e r y p o p u la r w a y o f a d v e r t is e me n ts in G u r ga o n t h a t i s
h o a rd in g a n d mo b ile va n s . O t h e r me d iu m c a n a ls o b e e xp lo i t e d
lik e lo y a lt y s c he me s .

52
9)

How was your experience at Central?

No. of respondents

38
19
12

Excellent Good Average

How was your experience at Central?

Excellent Good Average
Excellent
17%
Average
28%

Good
55%

53
Obs e r v a ti o n:

As yo u c a n s e e ma jo r it y o f t h e p e o p le s a id t h e ir e xp e r ie nc e w a s
a ve ra g e t o go o d . O n ly a mi n o r p e rc e n ta g e (1 7 %) s a id t h e i r
e xp e r ie n c e w a s e x c e lle n t.

A na ly s is :

T he e x p e r ie n c e a t C e nt ra l M a ll w a s ra te d „ g o o d ‟ b y ma x i m u m
n u mb e r o f p e o p le , s t ill t h e re is a ro o m fo r i mp ro v e me n t t o
c o n v e r t t h is a v e ra ge to e xc e lle n t, b y i mp ro v i n g t he o v e ra l l
e xp e r ie n c e .

54
10)

Please Tick the attribute best offered by the

brand indicated
Central Lifestyle Westside Shoppers Stop

11 17
Your favourite Store 15 26

21
Overall Shopping Experience 13 15 20

11 26
Best Discounts / Offers during sale 16
16

16
16
Best ranges of Styles and Sizes 13 24

1718
Most Fashionable Merchandise 16 18

1011 26
Selection of best brands 22

Obs e r v a ti o n:

C e nt ra l s c o re d t he h i g h e s t in Be s t d is c o u n ts /o ffe rs d u r in g s a l e ,
a nd s e le c t io n o f b e s t b ra n d s . It a l s o d id w e ll in O v e ra ll s h o p p i n g
e xp e r ie n c e a n d b e s t ra n g e o f s t y le a n d s iz e s .

A na ly s is :

C e nt ra l s c o re d re a s o n a b ly w e ll i n e a c h c a te g o r y , a n d s t ill fe l l
b e h in d a s b e in g t h e fa vo r ite s t o re o f ma jo r it y o f p e o p le . B u t
C e nt ra l s t ill is a re la t iv e ly ne w ma ll, a n d c a tc h i n g u p fa s t.

55
11)

Selection of best brands

Shoppers Stop Westside Lifestyle Central

Shoppers Stop
32%

Central
38%

Lifestyle
14%
Westside
16%

Observations:

Pe r c e n ta ge w is e a na ly s is s h o w s C e nt ra l a s t h e n u mb e r 1 a t 3 8 %,
a nd S h o p p e r‟ s s to p c a me s e c o n d w it h 3 2 %

Analysis:

C le a r ly in d ic a te s t ha t C e n tra l M a ll, ha s t h e b e s t s e le c t io n o f
b ra n d a s p e rc e iv e d b y ma jo r it y o f t he re s p o nd e n ts . Its a p p a r e n t
s in c e C e n t ra l h o us e s mo re t h a n 5 0 0 b ra n d s in t o ta l.

56
12)

Most Fashionable Merchandise

Shoppers Stop Westside Lifestyle Central

0% 0%

Central Shoppers Stop

25% 23%

Lifestyle
26%
Westside
26%

Observations:

Li fe s t y le a nd W e s ts id e le a d s t he p a c k w it h 2 6 %. C e nt ra l c a me i n
t h ird w it h 2 5 % a n d S h o p p e r‟ s s to p la s t w it h 2 3 %.

Analysis:

As p e r c e iv e d b y ma jo r it y o f t he c us to me rs Life s t y le ha s t he mo s t
fa s h io n a b le me rc ha n d is e . C e nt ra l c a n w o rk o n t h is is s u e , b y
p ro je c t in g its e lf in t ha t ma n n e r.

57
13)

Best ranges of Styles and Sizes

Shoppers Stop Westside Lifestyle Central

0% 0%
Central
23% Shoppers Stop
35%

Lifestyle
23%

Westside
19%

Observations:

S h o p p e r‟ s s t o p t he c le a r w in n e r h e re , w it h 3 5 %. R e s t a re
re la t iv e ly o n t he s a me w a v e le n g t h .

Analysis:

C e nt ra l t ho u g h s e c o n d in lin e , it is s t ill fa r b e h in d s ho p p e r‟ s
s to p , a s p e rc e iv e d b y re s p o n d e n ts .

58
14)

Best Discounts / Offers during sale

Shoppers Stop Westside Lifestyle Central

Central Shoppers Stop

38% 23%

Lifestyle
16%
Westside
23%

Observations:

C e nt ra l c le a r ly le a d w it h 3 8 % re s p o nd e n t o p t in g fo r C e n t ra l ma l l .

Analysis:

C e nt ra l le a d s w it h 3 8 %, it ha s t he b e s t o ffe rs d u r in g s a l e p e r i o d ,
a s p e rc e iv e d b y 3 8 % o f r e s p o n d e n ts .

59
15)

Overall Shopping Experience

Shoppers Stop Westside Lifestyle Central

Shoppers Stop
Central 29%
30%

Lifestyle
22%
Westside
19%

Observations:

C e nt ra l a n d S h o p p e r‟ s s to p a re ne c k to ne c k in p ro v id in g t he b e s t
o ve ra ll s ho p p in g e x p e r ie nc e , w it h C e nt ra l c o min g in fir s t p o s it i o n
w it h 3 0 %.

Analysis:

C e nt ra l a n d S h o p p e r‟ s s to p a re c o mp e t in g fo r t he n u mb e r o n e
s p o t, a s C e n tra l c a me b e h in d s ho p p e r‟ s s to p b y j u s t o ne p e r c e n t .
S h o w s t he i ma ge C e n tr a l M a ll ha s a c q u ir e in a s h o r t s p a n o f t i me ,
o f p ro v id i n g b e s t s ho p p in g e x p e r ie nc e .

60
16)

Your favourite Store

Shoppers Stop Westside Lifestyle Central
0%
0% Shoppers Stop
38%
Central
24%

Lifestyle
16%

Westside
22%

Observations:

S h o p p e r‟ s to p re ma in s p e o p le ‟ s fa v o r it e s to re w it h C e nt ra l t h o u g h
c o min g s e c o n d t ill la c k s b e h in d .

Analysis:

A lt h o u g h S h o p p e r‟ s t o p c a me in f i rs t, C e n t ra l c a me in s e c o n d
t ho u g h b e in g t h e ne w e s t c h a in in t h a t a re a . S h o w s t he re p u ta t io n
C e nt ra l h a s ga in e d in s h o r t s p a n o f t i me . I f C e n t ra l c o n t in u e s o n
t he s a me p a t h , it w ill d is lo d ge t he n u mb e r o ne p re tt y s o o n.

61
17)

Please specify your age group?

No. of respondents

17 19
11 11
8
3

Below 20 21 - 25 26 - 35 36 - 45 46 - 60 Above 60
Years Years Years Years Years Years

Observations:

M a jo r it y o f re s p o n d e n ts b e lo n g e d to a ge g r o u p s 2 1 -3 5 ye a r o ld .
So me re s p o n d e n ts w e re b e lo w 2 0 , a nd ve r y fe w a b o v e 6 0 .

A na ly s is :

M a jo r it y o f ma ll v is ito rs w e re in t h e a ge g ro u p o f 2 1 - 4 5 , w h ic h
me a ns fr o m c o lle ge g o e rs t o e mp l o ye d p e o p le . H o w e v e r 2 6 - 3 5
y e a r w a s t he h i g h e s t n u mb e r w h ic h s h o w s t ha t yo u n g w o rk in g
p ro fe s s i o n a ls fo r m t h e ma jo r it y o f c ro w d a t ma lls .

62
18)

Your Present Occupation?

No. of respondents

19
13 12
7 9
6
2 1

Observations:

Sa la r ie d , s e l f e mp lo y e d , s t ud e nt s a nd H o us e w iv e s fo r me d t h e
ma j o r it y o f c r o w d a t t h e ma lls .

A na ly s is :

As e v id e n t fr o m t h e s t ud y , s a la r ie d , s e lf e mp lo y e d s t ud e nts fo r ms
t he ma jo r it y o f c ro w d a t M a lls .

63
 LIMITATIONS OF THE STUDY

T he fo llo w in g a re t h e li mita t io ns o f t h e s t u d y :

 O n ly G u r g a o n w a s c o v e r e d d u r in g t h e c o u r s e o f s t ud y a n d
h e nc e t he d a ta c o lle c t e d ma y n o t b e a p p lic a b le t o e n t i re
u n i v e rs e .

 T he s a mp le s iz e w a s o n ly o n e h u n d re d fo r re s p o nd e nts ,
w h ic h is re la t iv e ly s ma ll fo r t he o b je c t iv e s o f t he s t ud y .

 T he re c o u ld ha v e b e e n a la c k o f h o mo g e n e it y in t h e s a mp l e
c ho s e n.

 T i me w a s a c o ns tra in t s in c e t h e re w a s a d if fic u lt y i n
in te r v ie w in g t h e re s p o n d e n ts .

 T he re s p o n d e n t‟ s o p in io n s ma y b e b ia s e d o n a c c o u n t o f s o me
in h e re n t li mita t io ns in t h e s c he d u le .

64
 FINDINGS AND CONCLUSION

A n a ly s is o f t h e d a ta c o lle c te d fro m t h e re s p o n d e n ts s ho w e d t ha t
a lt h o u g h G u r g a o n C e n t ra l fa c e s s t if f c o mp e t it io n fr o m t h e ne a rb y
ma l ls lik e M G F M e t ro p o lita n a n d Sa h a r a ma ll, it s t il l h a s c a r ve d
a n ic h e fo r its e lf a mo n g t he p e o p le o f G u r g a o n . Fro m t h is s t u d y
t he va r io us o b s e r va t io ns a re :

a ) M a x i mu m p e rc e n ta ge o f p e o p le v is ite d t h e ma ll t w ic e a mo n t h
o r mo re o fte n. t h u s s h o w in g t h a t ma l ls ha v e b e c o me a ge n e ra l
p la c e fo r ha n g o u t, a n d n o t j u s t fo r s h o p p in g .

b ) 3 1 % o f t he re s p o n d e n ts ha ve n o t y e t v is ite d G u r g a o n C e n t ra l.

c ) O ffe rs a n d t he Bra n d s a va ila b le a re t he ma jo r o ffe r in g s w h i c h

p e o p le lik e a b o u t G u r g a o n C e n tra l .

d ) St o re a mb ia nc e ha s a r o o m fo r i mp ro v e me n t.

e ) A b s e nc e o f a t he a t re a nd fi n e d in in g o p t io n s a re a ma j o r
s e tb a c k to G u r ga o n C e n t ra l.

65
f) Fo o d Ba z a a r a tt ra c ts a lo t o f p e o p le a n d h e nc e t he a w a re ne s s
a b o u t it is ma x i mu m a mo n g t h e re s p o n d e n ts . Ez o ne a n d
Ba r is ta a re a ls o p o p u la r a mo n g t h e re s p o nd e nts .

g ) T he re w a s fo u n d to b e a h u g e ne e d to a d ve rt is e a n d t h ro u g h
d iffe re n t c ha n n e ls , a s G u r ga o n C e nt ra l s e e ms t o b e mis s i n g
o ut o n p o te n t ia l c o s t u me r a s t h e re w a s fo u n d to b e la c k o f
a w a re n e s s a b o u t t he a d ve rt is in g c a mp a ig n s .

h ) N e w s p a p e r a n d mo b ile v a n a d v e r t is e me n ts a re mo s t e f fe c t i v e
fo r G u r g a o n C e nt ra l.

i ) T he re is a ls o a r o o m fo r i mp ro v e me n t in t h e C o n s u me r
e xp e r ie n c e w h ile v is it in g G u r g a o n C e n tra l a s mo s t o f t he
re s p o nd e nts lis t e d t h e ir s h o p p in g e xp e r ie n c e a s g o o d .

j ) I n s e le c t io n fo r mo s t fa s h io n a b le me rc h a nd is e , b e s t ra n g e o f
s t y le a n d s iz e s a n d fa v o r ite s to re C e n tra l lo s t to S h o p p e rs
St o p by a huge gap as S h o p p e rs St o p ho u s e s mo re
in te r n a t io n a l b ra n d s a s c o mp a re d t o C e nt ra l.

k ) A mo n g t h e re s p o n d e n ts it is fo u n d t h a t ma jo r it y o f t he p e o p l e
v is it in g C e n t ra l a r e b e lo w t h e a g e gr o u p o f 2 5 ye a rs . W h e re
C e nt ra l lo s e s o u t is t h e a ge b ra c k e t o f o ve r 3 6 y e a rs a n d h e nc e

66
 t he re is a s ig n i fic a n t p o te n t ia l fo r in c re a s e in t he c us to me r
b a s e o f o ve r 3 6 ye a rs o f a ge .

l ) It is a ls o o b s e r v e d t h a t a mo n g t h e p e o p le v is it in g G u r g a o n
C e nt ra l t he p r o p o r t io n o f s a la r ie d p e rs o ns , b u s in e s s p e rs o ns ,
s t ud e n ts a n d ho u s e w iv e s v is it in g t he ma ll is a l mo s t e q u a l
w h ic h s h o w s t h a t t he ma ll is e q u a lly a p p e a lin g t o W o r k i n g
p o p u la t io n a n d ho u s e w iv e s .

T he s e fin d in g s s h o w t h a t t h e n u mb e r o f b ra n d s o f fe r e d b y
C e nt ra l is o ne o f its mo s t i mp o r ta n t a d va n ta g e o ve r i t s
c o mp e t ito rs . A b s e nc e o f a t h e a t re p us he s C e n t ra l o n b a c k fo o t
in c o mp e t it io n . P re s e nc e o f Fo o d Ba z a a r h a s a g re a t p o te n t ia l
to ma k e C e n t ra l mo re p o p u la r and o ne of its U S Ps .
A d ve rt is e me n ts ha v e to b e c a rr ie d o u t to ma k e C e n tra l mo re
p o p u la r in G u r ga o n. S e le c t io n o f b e s t b ra nd s a n d t h e o ffe rs
a nd d is c o u n ts a re its ma j o r U S Ps . C e n tr a l a ls o ha s a p o te n t ia l
c us to me r b a s e in t h e a ge g r o up o f a b o v e 3 6 y e a rs o f a g e .

67
 RECOMMENDATIONS

C e nt ra l M a ll, G u r ga o n s ta r te d j u s t t hr e e ye a rs b a c k , s t ill it h a s
b e e n a b le to c a r ve a n ic he fo r its e lf in t h e t ig h t l y c lu s te re d
ma r k e t o f G u r g a o n. B u t t h e b e s t p a r t is , G u r ga o n ha s e me r g e d a s
t he M a ll H u b o f D e lh i, N C R , a n d C e n tra l is lo c a te d a t t h e he a r t
o f it. So t h e p o te n t ia l to g r o w is h u g e . B u t s t ill t he re a re s o me
re c o mme n d a t io ns I w o u ld lik e to p a s s o n, w h ic h ma y h e lp C e n t ra l
in ga in in g u p p e r h a nd in t h e ma r k e t in c o min g y e a rs .

1 ) A ma jo r mis s in C e n t ra l is p re s e nc e o f a T h e a t re . Pe o p l e
n o w a d a ys ha v e t he me n t a lit y o f a c o mp le te S ho p p in g +
E n te rta in me n t e x p e c t a t io ns w h i le v is it in g t h e ma ll. A lt h o u g h
p re s e n c e of T he a t re ha s nothing to do w it h shoppin g
e xp e r ie n c e , s t il l it w o u ld b e a ma jo r a d d it io n t o t h e o ve ra l l
e xp e r ie n c e , a n d w o u ld b e a b le t o c o ns id e ra b ly in c re a s e t he
fo o t fa lls .

2 ) C e nt ra l c o u ld a ls o a d d G a min g Z o ne , fo r p u lli n g mo re
y o u t h fu l c ro w d t o w a rd s c e n tra l. As w e s a w t h a t ma j o r it y o f
t he p e o p le w e re fr o m 2 6 -3 5 a g e g r o up , t he re is a p o te n t ia l t o
in c re a s e fo o t fa lls o f y o u t hs b y a d d in g a G a min g Zo n e .

68
3 ) As w e s a w ma jo r it y o f c u s to me rs w e re yo u n g w o r k in g c la s s ,
C e nt ra l c o u ld d o w it h a fa c il it y to e n ga g e t h e ir k id s , i n
s o me k in d o f p la y a re a . W h ile t h e ir p a re n ts c a n s h o p w it h o u t
a n y w o r r ie s , a nd e n h a n c e t h e ir o v e ra ll s ho p p in g e xp e r ie nc e .

4 ) A ls o a ma j o r mis s w a s Lo y a lt y s c he me s , w h ic h a re p re s e n t
in a l mo s t a ll t h e M a lls in t he v ic in it y . A ls o p r e s e nt i n
C e nt ra l P u n e , a n d C e nt ra l Ba n g a l o re . T h e s e lo ya lt y s c he me s
g iv e a s e n s e o f b e lo n g in g n e s s t o t he c us to me r, a nd t h e y a re
e nt ic e d b y t h e b e n e fi ts o f t h e s c he m e .

5 ) Fo o d C o u r t c o u ld a ls o s e e a re va mp , in te r ms o f o u t le ts a n d
C ho ic e o f fo o d a v a i la b le . T h is c o u ld a s w e ll e n h a nc e t h e
o ve ra ll e xp e r ie nc e .

69
 ANNEXURE
C us t o me r F e e d ba c k

1. H ow o ft e n do yo u v is it mal l s ?

O nc e a week
O nc e a mont h
T wice a mont h
Mor e oft en

2. Mos t o f t he t i mes yo u v is i t a mal l fo r

Food
Movie
Hangout
Shopp ing
Pla y ga mes
Event (celebr it y)

3.Hav e yo u v is ite d G urg ao n C e nt r al?

Yes
No

4.W hat do yo u like abo ut G ur g ao n C e nt r al?

S t o r e a mb i e n c e
Br a nds a va ila b le
S er v i c e
O f f er s

5. W hat s ho ul d b e ad de d t o ma ke G urg ao n C e ntr al mor e hap p e ni ng?

T h ea t r e

70
Fine dining
Ga me Z one

6.Do yo u kno w w hat all unit s ar e t he r e in G ur g ao n Ce nt r al? Ple as e t ic k

Barista
Ezone
Planet M
Foodba za a r
T he Sp or ts Ba r
Food St op

7. Pl e as e l et us kno w i f yo u wo ul d l i ke u s to i mp rov e anyt hi ng at C e nt r al fo r yo u to have

a s uperior experience?

8.Hav e yo u s ee n / he ard any r e ce nt A ds of G urg ao n Ce nt r al?

Yes
No

I f yes w hat w as t hat ?

H oa r dings
Mob ile va ns
N e w s p a p er
Radio

9.How was yo ur e xper ie nc e dur ing t his vis it at C e nt r al? ( ple ase t ic k)

Excellent

71
Good
Average

10. Ple as e t ic k t he at tr ib ut e t hat is bes t o ffer e d by t he b r and ind ic ate d. Fo r ev e r y

attribute please tick o nly o ne brand that best ful fills
t hat at tr ibut e.

Attributes Shoppers
Westside Lifesty le Central
Stop
Selectio n o f bes t brands
Most Fas hio nable
Merchandise
Best ranges of Styles and
Sizes
Best D is co unts / O ffers
during s ale
Overall S hopping
Experience
Yo ur fav o ur it e Sto re

11. Ple ase e nt er yo ur co nt act de t ails

Full Na me
M o b i l e n u m b er
E ma i l I D
F u l l a d d r e s s w i t h a r ea n a m e

12. Ple ase s pe c ify yo ur ag e

group

B e l o w 2 0 Y ea r s
2 1 - 2 5 Y ea r s
2 6 - 3 5 Y ea r s
3 6 - 4 5 Y ea r s

72
4 6 - 6 0 Y ea r s
Above 60 Years

13.Your present
Occupatio n

Salaried
G o v t . S er v i c e
Self E mp loyed
B u s i n e s s P er s o n
R et i r e d
H ous ewif e
Student
Others

THANK YOU FOR YOUR

TIME

73
 REFERENCES
1. Websites
 www.gurgaonshoppingmalls.com/gurgaon-central-mall.php
 www.pantaloonretail.in
 pantaloon.futurebazaar.com/indexPantaloon.jsp
 www.pantaloonretail.in/companyinfo.asp
 business.mapsofindia.com/india-retail-industry/
 retailindustry.about.com/
 http://en.wikipedia.org/wiki/Retail_industry#Retail_industry
 http://www.etretailbiz.com/
 http://www.adpunch.com/

2. Books
 Belch. E. George and Belch. A. Michael, “Advertising and Promotion “Sixth
Edition,Tata Mcgraw Hill.
 Kotler Philip,” Marketing management “Eleventh Edition, Pearson
Education.
 Beri G.C.,”Marketing Research” Third Edition, Tata Mcgraw Hill.
 Kotler and Armstrong (2001), “Principles of Marketing” Prentice Hall of
India, New Delhi.

74
3. Journals

 Hafstrom, J.L., J. S. Chae and Y. S. Chung, (1992) "Consumer Decision-

making Styles: Comparison between United States and Korean Young
Consumer," The Journal of Consumer Affairs, 26(1), 114-22.

 Sproles, G.B. and E. L. Kendall, (1986) "A Methodology for Profiling

Consumer Decision-making Styles," The Journal of Consumer Affairs,
20(Winter), 267-79.

 Aaker, D.A. 1996. Measuring brand equity across product and markets,
California Management Review, Vol. 38, Spring, No. 3, pp. 102-20.

 Duncan, T.R. 2002. IMC: Using advertising and promotion to build brands,
New York: McGraw-Hill.

 Kotler, P. and Lane K. 2006. Marketing Management, Pearson International

Edition 2006.

75