RETAIL SALES MANAGEMENT

ASSIGNMENT

ON
RETAIL STORES

Submitted to: Submitted by:

Ms. Aprajita Dasgupta Sanjana Wahengbam
Group A
A30101909144

AMITY GLOBAL BUSINESS SCHOOL, NOIDA

MBA (2009-2011)

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 CHAPTER 1
RETAIL INDUSTRY

1.0 RETAILING

Retail consists of the sale of goods or merchandise from a fixed location, such as a
department store, boutique or kiosk, or by mail, in small or individual lots for direct
consumption by the purchaser. Retailing may include subordinated services, such as
delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys
goods or products in large quantities from manufacturers or importers, either directly or
through a wholesaler, and then sells smaller quantities to the end-user. Retail
establishments are often called shops or stores. Retailers are at the end of the supply
chain. Manufacturing marketers see the process of retailing as a necessary part of their
overall distribution strategy. The term "retailer" is also applied where a service provider
services the needs of a large number of individuals, such as a public utility, like electric
power.

Shops may be on residential streets, shopping streets with few or no houses or in a

shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping
street has a partial or full roof to protect customers from precipitation. Online retailing, a
type of electronic commerce used for business-to-consumer (B2C) transactions and mail
order, are forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to obtain
necessities such as food and clothing; sometimes it is done as a recreational activity.
Recreational shopping often involves window shopping (just looking, not buying) and
browsing and does not always result in a purchase.

Retail comes from the French word retailler, which refers to "cutting off my hands, clip
and divide" in terms of tailoring (1365). It first was recorded as a noun with the meaning
of a "sale in small quantities" in 1433 (French). Its literal meaning for retail was to "cut

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off, shred, off my toes paring". Like the French, the word retail in both Dutch and
German (detailhandel and Einzelhandel respectively), also refers to the sale of small
quantities of items.

1.1 TYPES OF RETAIL OULETS

A marketplace is a location where goods and services are exchanged. The traditional
market square is a city square where traders set up stalls and buyers browse the
merchandise. This kind of market is very old, and countless such markets are still in
operation around the whole world.

In some parts of the world, the monster mash retail business is still dominated by small
family-run stores, but this market is increasingly being taken over by large retail chains.

Retail is usually classified by type of products as follows:

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

There are the following types of retailers by marketing strategy:

• Supermarkets - sell mostly food products;

• Department stores - very large stores offering a huge assortment of "soft" and
"hard goods";
• Discount stores - tend to offer a wide array of products and services, but they
compete mainly on price;
• General merchandise store - a hybrid between a department store and discount
store;

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 • Warehouse store - low-cost, often high-quantity goods piled on pallets or steel
shelves; warehouse clubs charge a membership fee;
• Variety store or "dollar store" - extremely low-cost goods, with limited selection;
• Demographic - retailers that aim at one particular segment (e.g., high-end retailers
focusing on wealthy individuals).

Some stores take a no frills approach, while others are "mid-range" or "high end",
depending on what income level they target.

Other types of retail store include:

• General store - a store which sells most goods needed, typically in a rural area;
• Convenience store - a small store often with extended hours, stocking everyday or
roadside items;
• Big-box stores encompass larger department, discount, general merchandise, and
warehouse stores.
• Automated Retail stores are self service, robotic kiosks located in airports, malls
and grocery stores. The stores accept credit cards and are usually open 24/7.
Examples include ZoomShops and Redbox.

1.2 RETAIL PRICING

The pricing technique used by most retailers is cost-plus pricing. This involves adding a
markup amount (or percentage) to the retailer's cost. Another common technique is
suggested retail pricing. This simply involves charging the amount suggested by the
manufacturer and usually printed on the product by the manufacturer.

In Western countries, retail prices are often called psychological prices or odd prices.
Often prices are fixed and displayed on signs or labels. Alternatively, when prices are not
clearly displayed, there can be price discrimination, where the sale price is dependent
upon who the customer is. For example, a customer may have to pay more if the seller

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determines that he or she is willing and/or able to. Another example would be the practice
of discounting for youths, students, or senior citizens.

1.3 TRANSFER MECHANISM

There are several ways in which consumers can receive goods from a retailer:

• Counter service, where goods are out of reach of buyers and must be obtained
from the seller. This type of retail is common for small expensive items (e.g.
jewelry) and controlled items like medicine and liquor. It was common before the
1900s in the United States and is more common in certain countries.
• Delivery (commerce), where goods are shipped directly to consumer's homes or
workplaces. Mail order from a printed catalog was invented in 1744 and was
common in the late 19th and early 20th centuries. Ordering by telephone is now
common, either from a catalog, newspaper, television advertisement or a local
restaurant menu, for immediate service (especially for pizza delivery). Direct
marketing, including telemarketing and television shopping channels, are also
used to generate telephone orders. Online shopping started gaining significant
market share in developed countries in the 2000s.
• Door-to-door sales, where the salesperson sometimes travels with the goods for
sale.
• Self-service, where goods may be handled and examined prior to purchase, has
become more common since the 1920s.

1.4 SALES TECHNIQUES

Behind the scenes at retail, there is another factor at work. Corporations and independent
store owners alike are always trying to get the edge on their competitors. One way to do

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this is to hire a merchandising solutions company to design custom store displays that
will attract more customers in a certain demographic. The nation's largest retailers spend
millions every year on in-store marketing programs that correspond to seasonal and
promotional changes. As products change, so will a retail landscape. Retailers can also
use facing techniques to create the look of a perfectly stocked store, even when it is not.

A destination store is one that customers will initiate a trip specifically to visit,
sometimes over a large area. These stores are often used to "anchor" a shopping mall or
plaza, generating foot traffic, which is capitalized upon by smaller retailers.

1.5 CUSTOMER SERVICE

According to the book "Discovery-Based Retail" customer service is the "sum of acts and
elements that allow consumers to receive what they need or desire from your retail
establishment." It is important to greet the customer and make yourself available to help
them find whatever they need. When a customer enters the store it's important that the
sales associate does everything in their power to make the customer feel welcomed,
important, and make sure they leave the store satisfied. By giving the customer your full
undivided attention and helping them find what they are looking for will result in a
satisfied customer.

1.6 STORE FORMATS

Store formats create a distinct image of the store among its customers. These formats are
defined in terms of location, layout, size, design, merchandise, service offerings, etc.
Though there are many kinds of retail store formats, it is the innovative combination of
format elements that helps a retail store gains a competitive advantage

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Scalability is the most critical factor in retail formats, helping an organization to have the
ideal format mix which facilitates

-highest long-term profitability,

-highest customer satisfaction,

- target customer segments,

- 'positioning' in various locations,

-differentiated value proposition for customers.

If the organization is to achieve all the above, it is necessary for all these store format
requirements to be packed into scalable models. Scalability of the chosen format enables
the organization reach critical mass through efficient geographic dispersion or rollout. It
can then achieve volumes and increase profits.

Store Formats by Location

Chain store format They have multi-location linked by a common store presentation
created by its signature store design, a synergistic merchandising plan, a cohesive
promotional and service-strategy, and owned and operated by a single organization

High-street format is a retail chain with its stores in busy shopping areas

Destination format They are Independent retail stores located in a particular area with
alluring propositions for the customers visiting the store with the primary intention of
shopping.

Convenience store format is a retail store located in a catchment area of its target
customers, who can quickly access it and choose from a wide array of consumable
products with extended hours of operation.

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Store Formats by Ownership

Franchise format Retail stores owned and operated by individuals on behalf of a large
supporting organization.

Independent store format It is a retail store is owned by a single person or a

partnership, and. not operated as part of a larger retail institution.

Store Formats by Merchandise

Family store It is a store dealing with all categories of merchandise to suit the wardrobe
of a family.

Specialty store It retails merchandise narrow in product lines but with a good depth
within that area specializing in a given type of merchandise.

Department store A store with several departments like apparel, cosmetics and
fragrances, accessories, home-ware, electronics, etc. under one roof with each section
within the store functioning as a strategic business unit often owned by national chains.

Supermarket It is departmentalized, specializing in foodstuff, grocery and rations and

limited non-food categories with free access displays for customers.

Emporium A retail store selling a variety of a particular group of merchandise.

Store Formats by Size

Superstore It is Single-level large store selling food and non-food goods. A superstore is
generally twice the size of a supermarket and offers non-traditional goods and services
like pharmacy, flower shop, bookstore etc. below one roof.

Shopping mall It is an arrangement of retail stores and places for leisure activities such
as dining, entertainment, etc spread over a large area and run as an integrated business by
an individual or an organization.

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Plaza It is a configuration of five or more tenant spaces used for retailing, and developed
under one building plan with unified character.

Hypermarket

It is retailing groceries and general merchandise goods, with a pharmacy, flower shop,
photo shop, etc. and has a wide variety of merchandise offerings in large quantities in
each category selling huge volumes at low margins

Store Formats by Price

Bazaar format It is also known as a discount format which retails merchandise at 25%
or more below MRP. They purchase stock lots from manufacturers' overruns, or
irregulars like cut-sizes in apparel, unsold end-of-season merchandise etc., and retail
them at discounted prices.

Everyday low price format They are discount specialty formats that specialize in a
given type of merchandise line. There are discount stores adopting everyday low pricing
strategy.

Category killer format It is a large specialty store featuring an enormous selection of its
product category at relatively low prices.

Factory outlet format It is owned and operated by the manufacturer selling discontinued
merchandise, factory seconds, cancelled orders, etc. at very low prices and located in the
vicinity of the factory itself.

Warehouse format It is a large sale of discounted merchandise by an individual or an

organization in the free-access ambience of a warehouse. It has a large width and depth in
the many categories it retails.

Single-price denomination format It retails scrambled merchandise lines at just one

price point, generally a low one. Such retail outlets are famous in the United States.

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Store Formats by Concessions

Stopover store format It rides piggyback on another retail outlet, say a petrol pump.
This stopover format is a concession that offers instant use or ready-to-eat categories of
merchandise.

Kiosk It is one such concessionaire format, placed in a mall, a shopping centre, a bus
station, airport, etc. A kiosk is a small freestanding pavilion often open on one or more
sides and used for information, sales and promotion.

Modern retailing is thus about getting the customers heart share than his mindshare by
offering a differentiated value proposition through various formats.

1.7 FACTORS AFFECTING FORMAT CHOICE

The different demographic and socio economic factors can affect the format choice and
the store choice in two different ways. One is that these factors directly affect the format
and the store choice. The other way is that, these affect the shopping basket, and the
timing of the shopping trip, and therefore indirectly affect the format choice.

Family size and composition

Family size and composition implies the total number of members in a family and the
distribution between adults and children. Larger families will have higher levels of
consumption and will buy larger quantities of products/services to satisfy the
consumption. They will also require a wider variety of products, and therefore are likely
to get stocked out more frequently than smaller families. It is thus likely that larger
families will have larger basket sizes and larger number of shopping trips. The existing
research supports that household size has a positive effect on the likelihood of a shopping
trip. Similarly it was found that the size of the family was positively associated with the
frequency of shopping trips and the basket size.

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The household composition, will also affect the shopping basket, it has been suggested
that for a given household size, the presence of children in the household is likely to
lower expenditures relative to an all-adult household due to differences in consumption
rates for children and adults. In addition, the presence of children is likely to result in a
more diverse basket size, with higher chances of stock outs and greater impulse
purchases. Thus the presence of children will induce baskets, with larger baskets in terms
of categories, but smaller baskets in terms of size.

In a comparison of convenience stores, and the supercenters, demonstrated that, smaller

households tend to patronize traditional neighbourhood markets rather than travelling to
larger grocery shopping venues such as supercenters. In the light of all the above it is
proposed that, the family size should be positively related to a patronage of supercenters
(and away from convenience stores). This will happen on account of both a larger basket
size and a more diverse basket composition. In addition, as the larger basket size is
associated with EDLP formats, the family size should be positively related to shopping in
EDLP formats.

Income level of the family

High family income levels, may lead to higher consumption levels, which would imply
larger aggregate shopping. Previous research supports the view that a household’s income
has a major effect on its consumption. In addition the higher income will result in a
shopping basket comprising of goods of better quality and is also expected to have a
wider variety of assortment in the consumption. Thus the aggregate shopping is expected
to grow with the income levels and also diversify in terms of the objects of consumption.
With a higher income level, the impulse shopping will be less drain on the resources and
is also expected to increase.

In addition high-income households will have a higher opportunity cost for time and
should be less willing to spend time on shopping trips for utilitarian consumption. Thus
the frequency of shopping trips is expected to be negatively related to household income.
It was found that higher income households tend to shop more frequently.

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Also as the opportunity cost rises, the shopping trips might become, multi-purpose
shopping trips and the shopper might prefer a one-stop convenience.

Thus, higher incomes should be positively related to a patronage of supercenters (and

away from convenience stores). The larger income will give rise to differentiated
assortments and will therefore be associated with speciality stores. In addition, higher
incomes, might create the need for higher service; since HiLo stores are associated with
higher service, higher incomes might be associated with shopping in HiLo stores.

Employment status of the family members

The number of working members in the family is expected to relate to the income of the
family, the consumption levels and thus the size of the basket. The increase in the number
of working adults will increase consumption in two ways. Firstly it will have a positive
effect on the income and the consumption; secondly it might result in higher demand for
services and products as a result of the time constraint of the adults and the opportunity
cost of time.

For the families with higher number of adult members working, the opportunity cost of
time is high, and tends to reduce the frequency of shopping trips and at the same time
increase the basket size. Households having working adults have a lower frequency of
shopping trips as compared to households in which adults are not working. It also found
that households with two working adults shopped less than households with one working
adult.

A higher number of working members in the family, would imply a higher opportunity
cost, and result in lesser number of shopping trips and bigger basket sizes. Also, this
might lead to multi-purpose shopping trips and shoppers might rather prefer, a one-stop
shop than visiting a number of shops. Therefore, the number of working members would
be positively related to patronage of supercenters (and away from convenience stores).

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 CHAPTER 2

INDIAN RETAIL INDUSTRY

2.0 INTRODUCTION
The Indian retail industry is the fifth largest in the world. Comprising of organized and
unorganized sectors, India retail industry is one of the fastest growing industries in India,
especially over the last few years. Though initially, the retail industry in India was mostly
unorganized, however with the change of tastes and preferences of the consumers, the
industry is getting more popular these days and getting organized as well. With growing
market demand, the industry is expected to grow at a pace of 25-30% annually. The India
retail industry is expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore
by the year 2010.

2.1 GROWTH OF INDIAN RETAIL

According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney,
India retail industry is the most promising emerging market for investment. In 2007, the
retail trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the
country. In 2009, it rose to 12%. It is also expected to reach 22% by 2010.

According to a report by Northbride Capita, the India retail industry is expected to grow
to US$ 700 billion by 2010. By the same time, the organized sector will be 20% of the
total market share. It can be mentioned here that, the share of organized sector in 2007
was 7.5% of the total retail market.

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2.2 RETAIL FORMATS IN INDIA
The following kinds of retail formats are found in India:

• Mom-and-pop stores: These are generally family-owned businesses catering to

small sections of society. They are small, individually run and handled retail
outlets.
• Category killers: Small specialty stores have expanded to offer a range of
categories. They have widened their vision in terms of the number of categories.
They are called category killers as they specialize in their fields, such as
electronics (Best Buy) and sporting goods (Sport Authority).
• Department stores: These are the general merchandise retailers offering various
kinds of quality products and services.

These do not offer full service category products and some carry a selective
product line. K Raheja's Shoppers Stop is a good example of department stores.
Other examples are Lifestyle and Westside. These stores have further categories,
such as home and décor, clothing, groceries, toys, etc.

• Malls: These are the largest form of retail formats. They provide an ideal
shopping experience by providing a mix of all kinds of products and services,
food and entertainment under one roof. Examples are Sahara Mall, TDI Mall in
Delhi.

• Specialty Stores: The retail chains, which deal in specific categories and provide
deep assortment in them are specialty stores. Examples are RPG's Music World,
Mumbai's bookstore Crossword, etc.

• Discount stores: These are the stores or factory outlets that provide discount on
the MRP items. They focus on mass selling and reaching economies of scale or
selling the stock left after the season is over.

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 • Hypermarkets/ Supermarkets: These are generally large self-service outlets,
offering a variety of categories with deep assortments. These stores contribute
30% of all food and grocery organized retail sales. Example: Big Bazaar.
• Convenience stores: They are comparatively smaller stores located near
residential areas. They are open for an extended period of the day and have a
limited variety of stock and convenience products. Prices are slightly higher due
to the convenience given to the customers.
• E-tailers: These are retailers that provide online facility of buying and selling
products and services via Internet. They provide a picture and description of the
product. A lot of such retailers are booming in the industry, as this method
provides convenience and a wide variety for customer. But it does not provide a
feel of the product and is sometimes not authentic. Examples are Amazon.com,
Ebay.com, etc.
• Vending: This kind of retailing is making incursions into the industry. Smaller
products such as beverages, snacks are some the items that can be bought through
vending machines. At present, it is not very common in India.

2.3 CHALLENGES FACING INDIAN RETAIL INDUSTRY

• The tax structure in India favors small retail business

• Lack of adequate infrastructure facilities
• High cost of real estate
• Dissimilarity in consumer groups
• Restrictions in Foreign Direct Investment
• Shortage of retail study options
• Shortage of trained manpower
• Low retail management skill

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2.4 THE FUTURE
The retail industry in India is currently growing at a great pace and is expected to go up
to US$ 833 billion by the year 2013. It is further expected to reach US$ 1.3 trillion by the
year 2018 at a CAGR of 10%. As the country has got a high growth rates, the consumer
spending has also gone up and is also expected to go up further in the future. In the last
four year, the consumer spending in India climbed up to 75%. As a result, the India retail
industry is expected to grow further in the future days. By the year 2013, the organized
sector is also expected to grow at a CAGR of 40%.

2.5 SWOT ANALYSIS

STRENGHTS
• The benefits of larger organized retail segments are several. The consumers get a
better product at cheaper price. So consumers get value for their money.
• Employment opportunities both direct and indirect have been increased. Farmers
get better prices for their products though improvement of value added food
chain.
• A large young working population with median age of 24 years, nuclear families
in urban areas, along with increasing working women population and emerging
opportunities in the service sector are going to be the key growth drivers of the
organised retail sector in India.
• It has also contributed to large scale investments in the real estate sector with
major national and global players investing in devolving the infrastructure and
construction of the retailing business.
• The trends that are driving the growth of the retail sector in India are low share of
organised retailing and falling real estate prices.
• Increase in disposable income and customer aspirations are important factors.
• Increase in expenditure for luxury items is also vital.

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 • The governments of states like Delhi and National Capital Region (NCR) are very
upbeat about permitting the use of land for commercial development thus increase
the availability of land for retail space.
• The growth of sachet revolution emerges for reaching to the bottom of the
pyramid.
• The annual growth of departmental stores is estimated at 24%.
• The size of Indian organised retail industry reached at Rs.1,30,000 crore in 2006.
• Ranked second in Global Retail Development Index of 30 developing countries
drawn up by AT Kearney.

WEAKNESSES

The rapid development of retail sector is the sharp improvement in the availability of
retail space. But the current rally in property prices, retail real estate rentals have
increased remarkably, which may render a few retailing business houses unavailable.
Retail companies have to pay high rentals which are blockage in the turn of profits.
Small size outlets are also one of the weaknesses in the Indian retailing. 96% of the
outlets are lesser than 500 sq.ft. The retail chains are also smaller than those in the
developed countries for instance, the superstore food chain, food world is having only 52
outlets where as Carrefour promotes has 8800 stores in 26 countries.
The volume of sales in Indian retailing is also very low. India has largest population in
the world and a fast growing economy.

OPPORTUNITIES

• Global retail giants take India as key market .It is rated fifth most attractive retail
market. The organised retail sector is expected to grow stronger than GDP growth
in the next five years driven by changing lifestyles, increase in income and
favourable demographic outline. Food and apparel retailing are key drivers of
growth.

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 • Rural retailing is still unexploited Indian market.
• It can become one of the largest industries in terms of numbers of employees and
establishments.
• Indian retail industry has come forth as one of the most dynamic and fast paced
industry with several players entering the market.

THREATS

• One of the greatest barriers to the growth of modern retail formats are the supply
chain management issues. No major changes are needed in the supply chain for
FMCG products; these are well developed and efficient. For perishables, the
system is too complex. Government regulations, lack of adequate infrastructure
and inadequate investment are the possible bottlenecks for retail companies. The
supply chain for staples is less complicated than the net groceries. But staples
have a unique problem of non- standardization.
• Organized retailing in India is yet to get an industry status.100% Foreign Direct
Investment (FDI) is not permitted in retailing in India. Ownership of retail chain
is allowed only to the extent of 49% but without FDI, the sector is deprived of
access to foreign technologies and faster growth.
• Lack of uniform tax system for organized retailing is also one of the obstacles.
Inadequate infrastructure is likely to be an obstacle in the growth of organized
retails.
• The unorganized sector has dominance over the organized sector in India because
of low investment needs.
• Labour rules and regulation are also not followed in the organized retails. The
sector is unable to employ retail staff on contract basis.
• Problem of car parking in urban areas is serious concern.
• Difficult to target all segments of society.

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• Emergence of hyper and super markets trying to provide customer with –value,
variety and volume.
• Heavy initial investment is required to break even with other companies and
compete with them.
• Retail today has changed from selling a product or a service to selling a hope, an
aspiration and above all an experience that a consumer would like to repeat.

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 CHAPTER 3

3.0 INTRODUCTION
Launched in January 1998, Globus is a part of the Rajan Raheja group. The company
opened its first store in 1999 at Indore followed by the launch of its second store in
Chennai (T-Nagar). Soon to follow was another in Chennai located in Adyar. The
flagship store in Mumbai was opened on 1st November 2001 followed by a swanky new
outlet in New Delhi in South Extension Part-2.

Globus has opened its 26th Store in Cyberabad and the journey continues...

Globus is on a mission to democratize fashion and be ‘the’ iconic youth fashion brand in
India. We aim to create deep connections with the Indian youth through inspiring product
design, signature store experiences and compelling marketing.

Globus will undoubtedly generate unique fashion products/trends and powerfully inspire
its young customers to further imagine and experiment in order to self-create their
individual style statements. A dynamic team of passionate employees and business
partners, energized by this mission, is imperative in constantly evolving and innovating to
delight the consumer.

2.1 HISTORY

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Launched in January 1998, Globus is a part of the Rajan Raheja group. The company
opened its first store in 1999 at Indore followed by the launch of its second store in
Chennai (T-Nagar). Soon to follow was another in Chennai located in Adyar. The
flagship store in Mumbai was opened on 1st November 2001 followed by a swanky new
outlet in New Delhi in South Extension Part-2.

The sixth & seventh stores are in Bangalore in Koramangala & Richmond Road
respectively. The Eighth store in Ghaziabad at Shipra Mall followed by the ninth, tenth
and eleventh in Kalaghoda, Mumbai, Thane and Ghaziabad, twelfth store at Kanpur and
thirteenth store in Ahmedabad & fourteenth store in Lucknow.As of May 2008, Globus
has opened its 24th Store in Nagpur and the journey continues...

2.2 MISSION

• Achieve customer delight by offering quality products and services through a

process of continuous innovation and adaptation.
• Build a dynamic team of committed and passionate employees through sustained
learning and grooming.
• Develop mutually beneficial relationships with our business partners.
• Employ cost-effective processes and thereby create a strong organization.

2.3 INFRASTRUCTURE
Globus Stores Pvt. Ltd. was formed to contribute in the revolution sweeping the retail
industry. Globus promises to bring about a perceptible change in the way apparel and
lifestyle retailing has been carried so far.

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Towards this end, modern international technology has been brought in and heavy
investments have been made in investing and acquiring the best, tried and tested
processes and procedures of operation.

• Research & Design

• Production & Merchandising
• Marketing & Brand Development
• Service
• Human resources
• Administering policies & procedures

2.3 FUTURE

Globus combines state of art international information technology, the highest quality
human resources and sustained financial commitment to realize the long term vision. We
are rapidl expanding and the target is to have an additional 100 fashion stores by the end
of 2012.

2.4 THE BRAND

Globus is on a mission to democratize fashion and be 'the' iconic youth fashion brand in
India. We aim to create deep connections with the Indian youth through inspiring product
design, signature store experiences and compelling marketing.

Globus will undoubtedly generate unique fashion products/trends and powerfully inspire
its young customers to further imagine and experiment in order to self-create their
individual style statements.A dynamic team of passionate employees and business
partners, energized by this mission, is imperative in constantly evolving and innovating to
delight the consumer.

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Youth Fashion brand

Globus aspires to be 'the' iconic youth fashion brand in the country. Globus is a complete
fashion brand - it's the apparel brand and the destination brand. Three words which
capture the spirit of the youth - vibrant, maverick and expressive. Globus is exactly
that.our vibrant and maverick designs are not just setting fashion trends but more
importantly helping our customers express themselves.
The entire fashion range comprises of apparel for men, women, kids and accessories at
amazing prices. The range spans across usage occasions - work wear, campus wear, club
and lounge dressing and genres Western, Indian and mix-n-match. A well researched
sizing ensures a good fit for the Indian silhouettes.

Eye candy fashion

F21 is an accessible hi-fashion brand, offering high-quality apparel. F21 - the edgy
fashion brand - is designed to appeal to the more experimentative and adventurous
consumers who seek cutting edge fashion. Styling and fabric innovations help F21 offer
high end fashion at prices which are affordable for the young consumers. From everyday
casual occasions to clubwear, F21 promises consumers attention unlimited.

The Globus Design Hub:

The heart of our business lies in this creative workplace of our organization named
Globus Design Hub. It has been recently launched in July'07 in Andheri-Mumbai and is
at its early stages to becoming the leading design talent floor. It is the most well equipped
design studio in India in current times.

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2.5 STORE FORMAT OF GLOBUS

Globus is a fashion related department store. A department store is a retail establishment

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

As a department store, Globus endeavors to attract customers by offering a pleasing

ambience, attentive service, and a wide variety of merchandise under one roof like
apparels and accessories. Globus is a department which deals in soft goods. The major
departments are women’s, men’s, and children’s apparels and accessories. Each
department within the store has a specific selling space allocated to it, a POS terminal to
transact and record sales, and salespeople to assist customers.

2.6 RETAIL STRATEGY OF GLOBUS

The company has a strong design and supply chain team. It is one of the few brands in
India which has apparel products in all major categories for men, women and kids.
18 stores across India, 15 more stores to open shortly and plans to expand to 125 stores in
4-5 years makes Globus a formidable player in the retail business. It is well on track to

25
become India’s largest own brand apparel chain.
The company has recently launched Globus Inter-Exchange which is India’s first retail
youth portal – www.gix.in

Globus is planning expansion with outlets in Raipur, Vijaywada and Pune, targeting the
youth markets there. Continuing to target the 18-25 years group, Globus has nearly 75 per
cent of its merchandise coming from its private labels as it finds this strategy more
revenue generating.

Globus have always catered to the needs of the youth. It is their mission to create an
iconic and leading 'youth fashion' brand in both the apparels and accessories space, and
gain a competitive edge in the market. This is why they invest substantially in their
designers and encourage them to innovatively try out new ideas. The Globus Design Hub
was set up last year in Mumbai. It is like a fashion laboratory and design talent floor
where experiments are continuously done with new designs and trends. This way they
can innovate constantly and adapt to achieve customer satisfaction by offering them
quality products and services, and ensuring that they stay ahead of others in the market.

Different product ranges have their own set of challenges and each come with varying
levels of complexity. This is compounded more so in this case, as the stores are usually
set up in vastly different consumer catchments. By having the right team and the right
technology, the complexities of the business have been successfully and efficiently
managed. By leveraging technology, the company has been able to round up tried-and-
tested processes and procedures such as research and design, production and
merchandising, marketing and brand development, service, human resources and
administration, to alleviate the pains faced in managing the problems that come with the
business.

26
Merchandising in Globus is the process of arranging the merchandise mix into groups
based on criteria of end use. The criteria are: usage, quality and price. The merchandise
assortment consist of categories, merchandise classes, sub-classes, groups, and
assortment factors (SKU).

(i) Categories: Apparels and Accessories

(ii) Class:

In Apparels: Formals, Casuals, Party wear, Woolens.

In Accessories: Hair accessory, Jewelry, Belts, Hats, Bags, Eyegear.

(iii) Sub-class:

In Apparels: In formals – Shirts, Pants, Coats, and Skirts; In casuals –

Indian/ethenics, Western; In party wear – Indian, Western, Party formals; In
woolens – Coats, Jackets, Sweaters, Sweatshirts.

In Accessories: Hair clips, Bangles, Earings, Neckpieces.

(iv) Group:

In Apparels:

Formals: Shirts – Regular, Normal, ¾ shirts, half sleeves shirts, Chinese

cotton shirts; Pants – Regular, Flat

Casuals: Ethenics – salwaar kameez, dupattas, kurtis; Western – Tops

(halter neck, back less, denim, one piece, spagetti), Skirts (umbrella, short,
long, denim, frill), Tunics, Jeans (pencil fit jeans, regular, bootend, capri)

Party wear: Ethenic – Salwar suits; Western – designer Tops, Tunics,

Skirts.

Woolens: Jackets – fur, neckline, leather, denim, nondenim, corduroy;

Coats – Woolen, Corduroy, Polyester, Nylon; Sweaters – umbrella, short,
long cardigans.

27
The Brand Mix consist of three types of brands:

(i) National/ Manufactures brands – Spyker, Pepe Jeans, Deal, Upper

Class, Mojo(eyegear), Oner, Elson, Xage, Rage, Kmark, Time option.

(ii) Private labels – Umbrella brand (Globus), product-F21, MnM

(iii) Generic brands – Cap, Accessories, Jewellery, muffler.

Globus also has a loyalty program. Members are immediately rewarded for purchases at
any of the Globus stores, in addition to a host of other privileges such as exclusive tie-
ups, promotions and special shopping hours. Globus offers two different card categories,
each with it own benefits. A shopper gets a Privilege card on purchase of merchandise
worth over RS. 2000/- and a Globus Gold Card Membership on purchases worth RS.
15000/-.

Discount offers and privileges at other leading outlets also can be availed of as part of the
benefits of tie-ups. Some promotional offers free holiday package of 2 nights and 3 days
on purchase of goods worth RS 5000/-A 4 night, 5-day free holiday package on purchase
totaling RS 10000/- and above. For the above offers, where free stay extends to a couple
and a child below 2 years, 22 national and 4 international destinations are up for grabs.

Targeting youth in a big way, Globus has specific promos like Fashion remixes, Pizza hut
offer etc. The former, conducted recently at all Globus retail stores in the country was
very successful. The promotion allowed participants to join the grooming sessions by
leading industry specialists. It also included free tips and vouchers from Dr.Gold Gym,
Anjali Mukherji's Health Total to name a few, etc. They were given expert advice on
personality, hair styling, skin care and clothes. Fashion consultants helped them on
fashion wear and sartorial etiquette. Globus also organizes Rampage, a fashion show to
showcase the chain's latest apparel range.

28
Advertising the promotion Youth being the target focus, Globus uses the Internet and
website very effectively for all the campaigns as it has always generated a good response.

Globus also actively participates in promotional tie-ups with the colleges for various
events through out the year. The mega store is also exploring the idea of using music
channels in the near future. Globus' extensive use of all kinds of media to communicate
its message effectively has included print, hoarding, radio, magazines and other
promotional activities that are implemented from time to time in all the stores.

2.7 STORE LAYOUT

• High margin items placed in high traffic areas

• High demand items placed in low traffic areas
• Complementary items placed near each other
• Seasonal need considered
• Items needing frequent restocking placed near storerooms or cash registers
• Larger departments placed in lower traffic areas
• Shopping behaviour and operational considerations recognized

29
 Fig: Store layout of Globus

2.6 SWOT ANALYSIS

STRENGHTS:
• Increasing disposable incomes of the people
• Brand conscious customers
• Availability of cheap finance
• Growing domestic market
• Increase in number of malls

WEAKNESSES:
• Predominance of unorganized sector

30
 • Technological obsolescence in the supply chain
• Effect of Historical Government Policies

OPPORTUNITIES
• Increasing demand for luxury brands from the middle class
• Research and new product development can help the company to move across the
value chain
• Increased use of CAD to develop designing capabilities
• Indian companies need to focus on Product Development

THREATS:
• Increased competition in the domestic markets
• Cheaper imports
• Changing Government’s policy on FDI
• Need to improve the Working Conditions of the people who are involved in this
profession
• Tackle Chinese Aggression over the International Market

2.8 QUESTIONAIRES

The following question were put forward to the store manager at the Globus store at The
Great India Place Mall in Sector 18, Noida.

(1) What attracts the customer to your store?

i. Location
ii. Brand
iii. Product range and quality
iv. Discounts & offers

31
 v. Services

Ans: According to importance: product range and quality, location, brand, services and
discounts & offers.

(2) Is the positioning of the store rightly done after market survey?
i. Agree
ii. Disagree
Ans: Agree

(3) Which retail format does your store follow?

i. Specialty store
ii. Supermarket/hypermarket
iii. Category killers
iv. Conveners
v. Department store
Ans: Department store

(4) Does your store look or retail layout correct?

i. Agree
ii. Disagree
iii. Needs improvement
Ans: Agree, but needs improvement

(5) Which type of layout is your store based upon?

i. Grid layout
ii. Race track/loop layout
iii. Free form/boutique layout
Ans: Race track/loop layout

(6) Is the position of your store attracting competitors?

32
 i. Agree
ii. Disagree
Ans: Agree

(7) What are your target customers?

i. Infants
ii. Kids (8-12 yrs)
iii. Teenagers
iv. Adults
v. Senior citizens
Ans: Teenagers and adults

(8) Does your store layout and position help in creating brand loyal customers?
i. Agree
ii. Disagree
iii. Don’t know
Ans: Agree

(9) Do you think that your merchandise planning has helped in increasing your store
sales?
i. Agree
ii. Disagree
iii. Improvement needed
Ans: Agree

33
 CHAPTER 4

4.0 INTRODUCTION

Big Bazar , is the chain of retail stores of the big banner Pantaloon Retail (India) Ltd.,
which in turn is a segment of Kishore Biyani, regulated Future Group of Companies.
Moreover the customer friendly ambiance and the organized retailing of products also
makes Big Bazar one of the successful retail companies in India. The chain was inspired
by Saravana Stores, a hugely popular shop in Chennai which made huge profits by selling
everything under the sun at prices much less than other shops.

Big Bazar Overview: Big Bazar, a part of the Pantaloon Group, is a hypermarket offering
a huge array of goods of good quality for all at affordable prices. Big Bazar with over 50
outlets in different parts of India, is present in both the metro cities as well as in the small
towns. Big Bazar has no doubt made a big name in the retail industry of india, moreover
shopping here is further made a memorable experience with the varied rates of discounts
on products as well as discount vouchers available in a variety of amounts, like INR
2000, INR 3000, INR 4000, INR 5000 and INR 10000 on all Big Bazar products and
accessories.

The variety of product range in Big Bazar: This large format store comprise of almost
everything required by people from different income groups. It varies from clothing and
accessories for all genders like men, women and children, playthings, stationary and toys,
footwear, plastics, home utility products,cosmetics, crockery,home textiles, luggage gift
items, other novelties, and also food products and grocery. The added advantage for the

34
customers shopping in Big Bazar is that there are all time discounts and promotional
offers going on in the Big Bazar on its salable products.

The significant features of Big Bazar: Shopping in the Big Bazar is a great experience as
one can find almost everything under the same roof. It has different features which caters
all the needs of the shoppers. Some of the significant features of Big Bazar are: The Food
Bazar or the grocery store with the department selling fruits and vegetables There is a
zone specially meant for the amusement of the kids. Furniture Bazar or a large section
dealing with furnitures. Electronics Bazar or the section concerned with electronic goods
and cellular phones. [FutureBazaar.com] or the online shopping portal which makes
shopping easier as one can shop many products of Big Bazar at the same price from home
Well regulated customer care telecalling services

The following are few of the sections at Big Bazar: 1. Books 2. Cameras 3. Computers &
Peripherals 4. Electronics 5. Gift Vouchers 6. Health and Fitness 7. Home & Kitchen 8.
Jewelery 9. Memory & Storage 10. Mobiles & Phones 11. Movies & Videos 12. Watches
13. Women’s wear 14. Men’s wear 15. Children’s wear 16. Others

4.1 HISTORY

The worldwide country chain, Big Bazaar, is formed by CEO of Future Group, Mr.
Kishore Biyani. The group do not promises more than what it delivers. Their basic
attraction associated with reasonable prices is their Unique Selling Price.

Though, the products Big Bazaar stores stocks might not be advanced, but the customers
are assured to avail the worth of the money spent by them. In 2001, the group opened its
first store on the VIP Road, Calcutta, which was the primary departmental store offering
regulated services of parking, steel vessels, apparel, electronics etc under the one roof at

35
the competitive prices. Big Bazaar has become a massive hit with lower middle-class and
middle class people as a major client base.

At present, the Future Group comprises various formats and brands like Pantaloons,
F123, Copper Chimney, Etam, Staples, One Mobile, Urbana, Brand Factory, LootMart,
HomeTown and Central. The Big Bazaar has several stores located all over the India,
among that Chennai, Hyderabad, Ahmedabad, Bangalore, Kolkata, Pune, Mumbai and
Delhi is those metro cities where the stores of Big Bazaars are located.

4.2 FACILITIES OFFERED BY BIG BAZAAR

• Online shopping: Big Bazaar has an official website, FutureBazaar.com,
which is one of the most favorite sites among people of India for online
shopping. FutureBazaar is an online business venture of Future Group, which
sells an assortment of products such as fashion, which includes merchandise for
men and women, mobile accessories, mobile handsets and electronics like home
theatres, video cameras, digital camera, LCD TVs, kitchen appliances and many
more.
• Discounts: “Hfte ka sabse sasta din was introduced by the Big Bazaar,
wherein extra and special discounts were offered on Wednesday every week, to
attract the potential buyers into their store.
• Security check: At each exit of Big Bazaar, they use alarm systems or
Electronic Article Surveillance system, which detects the products that has
attached tags or not.

4.3 GROUP VISION

Future Group shall deliver Everything, Everywhere, Everytime for Every

Indian Consumer in the most profitable manner.

36
4.4 GROUP MISSION
We share the vision and belief that our customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to economic
development.
We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments – for classes and for masses.
We shall infuse Indian brands with confidence and renewed ambition.
We shall be efficient, cost- conscious and committed to quality in whatever we
do.
We shall ensure that our positive attitude, sincerity, humility and united
determination shall be the driving force to make us successful.

4.5 CORE VALUES

• Indianness : confidence in ourselves.

• Leadership: to be a leader, both in thought and business.
• Respect & Humility: to respect every individual and be humble in our conduct.
• Introspection: leading to purposeful thinking.
• Openness: to be open and receptive to new ideas, knowledge and information.
• Valuing and Nurturing Relationships: to build long term relationships.
• Simplicity & Positivity: Simplicity and positivity in our thought, business and
action.
• Adaptability: to be flexible and adaptable, to meet challenges.
• Flow: to respect and understand the universal laws of nature.

37
4.6 STORE FORMAT

Big Bazaar follows hypermarket store format with more than 100 stores in operation. A
hypermarket is a superstore which combines a supermarket and a department store. The
result is a very large retail facility which carries an enormous range of products under one
roof, including full lines of groceries and general merchandise. In theory, hypermarkets
allow customers to satisfy all their routine shopping needs in one trip. Big Bazaar has
released its doors to fashion, general merchandise as sports goods, cutlery, crockery,
cutlery, and home furnishings, etc. at best economical price.

Big Bazar with over 50 outlets in different parts of India, is present in both the metro
cities as well as in the small towns. Big Bazar has no doubt made a big name in the retail
industry of india, moreover shopping here is further made a memorable experience with
the varied rates of discounts on products as well as discount vouchers available in a
variety of amounts, like INR 2000, INR 3000, INR 4000, INR 5000 and INR 10000 on
all Big Bazar products and accessories.

The variety of product range in Big Bazar: This large format store comprise of almost
everything required by people from different income groups. It varies from clothing and
accessories for all genders like men, women and children, playthings, stationary and toys,
footwear, plastics, home utility products,cosmetics, crockery,home textiles, luggage gift
items, other novelties, and also food products and grocery. The added advantage for the
customers shopping in Big Bazar is that there are all time discounts and promotional
offers going on in the Big Bazar on its salable products.

38
4.7 RETAIL STRATEGIES OF BIG BAZAAR

Indian retail sector is witnessing one of the most hectic marketing activities of all times.
The companies are fighting for mind share and heart share which can finally be converted
to market share. There is always a ‘first mover advantage’ in an upcoming sector. In
India, that advantage goes to “Big Bazaar.” It has brought about many changes in the
buying habits of people. It has created formats which provide all items under one roof at
low rates, or so it claims. In this project, we will study its marketing strategies.
Big Bazaar’s main competitors are other business houses which are planning to enter the
market as well as long established ‘Kirana’ stores which feel threatened by huge retail
chains.

Big bazaar is for the great Indian middle class. Kishore Biyani led the company’s foray
into organized retail with the opening up of the Big Bazaar in the year 2001.
It is a unit of Pantaloon Retail (India) Ltd and caters to the Great Indian Middle Class. It
was started as a hypermarket format in Mumbai with approx. 50,000 sqft of space. Its
values and missions are to be the best in Value Retailing by providing the cheapest prices
and hence goes the tag-line.

“Is se sasta aur achcha kahin nahin”

It sells variety of merchandise at affordable rates, the prices of which it claims are lowest
in the city. Usually the items are clubbed together for offers as on the lines of Wal-mart
and Carrefour and it also offers weekend discounts. It currently operates out of more than
100 stores and top 25 stores register a cumulative footfall of 30 lakh a month on an
average

39
Big Bazaar offers better quality at almost same rates as Vishal Mega Mart. Currently
Food Bazaar is not having that much presence in Cities as Vishal Mega Mart.
If you prefer quality(slightly better) and at lower cost go to Food BazaaBig Bazaar
provides many goods at low price while Vishal Mega Mart is just like a shopping
complex where you can purchase many things under one roof.

Big Bazaar generally offers more branded and durable quality of products with extra
discount and attached extra gift items along with it, it also enables freely for the
customers because of their unique marketing strategy and availibility of their retail stores
across the country.

TARGET AUDIENCE

• Big Bazaar target middle and upper-middle class customers

• The large and growing young working population is a preferred customer segment
• Big Bazaar specifically targets working women and home makers who are the
primary decision makers

PRODUCT MIX

i. Apparels: Denims & T-shirts, fabric &cut piece, formal wear, casual wear, party
wear, ethnic wear, accessories, under garments, night wear, dress materials,
sarees.
ii. Food: Staples, ready-to-eat, ready-to-cook, international food, spices, imported
bazaar, tea & coffee.
iii. Farm products: Fruits, vegetables. Imported fruits, dairy products.
iv. Chill station: Soft drinks, packaged juices, milk items, frozen foods, ice creams.
v. Home & personal care: Shampoos, detergents, soaps, liquid wash, creams,
deodorants, home cleaners, utensils plastics, crockery, sundries.
vi. Electronics Bazaar: Television sets, washing machines, refrigerator, personal
care, mBazaar, microwaves, small appliances, laptops, computer accessories,
kitchen appliances.

40
vii. Fashion & Jewellery: Footwear Bazaar, beauty care, Navara, Star Parivar,
Meena Bindre.
viii. Furniture Bazaar: Living room, bed room, kitchen, dining rooms, kids room,
been bags, paintings, decorative items.
ix. Child care & toys: Kids wear, Toy Bazaar, stationery, child care
x. Other services: Mr. Right, bakery, Loot Mart, Tulsi, Future Money, Future
Generally.

POINT OF DIFFERENCE

i. The Great exchange Offer: Big Bazaar announced The great Exchange Offer
with a “Bring anything old and take anything new” concept which started fron
the 16th of Feb 2008. under the exchange offer the customers were given
exchange coupons and they were valid up to a particular date.
ii. Sabse Saste Teen Din (Big days): “26 jan Republic Day a National Holiday”
Big Bazaar Marketing Department gave a new thought on this day in 2006 they
started a new shopping festival i.e. Sabse Saste Teen Din.
iii. Wednesday Bazaar – “Hafte ka sabse sasta din”: In January 2007, Big Bazaar
introduced Wednesday Bazaar concept called Hafte Ka Sabse Sasta Din” with
the aim to give homemakers the power to save the most on this day of the week.

4.8 SWOT ANALYSIS

STRENGHTS:

• Variety of products available under one roof

• Good brands available at affordable pries
• Cheap goods available to the consumers due to the absence of middlemen

41
WEAKNESSES:

• High attrition rate

• Employees are not well trained in handling esteemed customers
• They do not use costly methods of advertising

OPPORTUNITIES

• Huge potential rural market to be tapped

• Opportunities available in the cosmetics industry

THREATS

• Many major players are foraying in the retail sector like Wal-Mart, Reliance
which may hamper their margins
• Customers may lose their trust on the company due to the supply of substandard
products and may even switch to some other company.

4.9 QUESTIONAIRES

The following question were put forward to the store manager at the Big Bazaar store at
The Great India Place Mall in Sector 18, Noida.

(1) What attracts the customer to your store?

vi. Location
vii. Brand
viii. Product range and quality
ix. Discounts & offers
x. Services

42
Ans: According to importance: discounts and offers, location, product range & quality,
brand, services.

(2) Is the positioning of the store rightly done after market survey?
iii. Agree
iv. Disagree
Ans: Agree

(3) Which retail format does your store follow?

vi. Specialty store
vii. Supermarket/hypermarket
viii. Category killers
ix. Conveners
x. Department store
Ans: Supermarket/hypermarket

(4) Does your store look or retail layout correct?

iv. Agree
v. Disagree
vi. Needs improvement
Ans: Agree, but needs improvement

(5) Which type of layout is your store based upon?

iv. Grid layout
v. Race track/loop layout
vi. Free form/boutique layout
Ans: Grid layout

(6) Is the position of your store attracting competitors?

iii. Agree
iv. Disagree

43
Ans: Agree

(7) What are your target customers?

vi. Infants
vii. Kids (8-12 yrs)
viii. Teenagers
ix. Adults
x. Senior citizens
Ans: Adults and senior citizens

(8) Does your store layout and position help in creating brand loyal customers?
iv. Agree
v. Disagree
vi. Don’t know
Ans: Agree

(9) Do you think that your merchandise planning has helped in increasing your store
sales?
iv. Agree
v. Disagree
vi. Improvement needed
Ans: Agree

44
 CHAPTER 5

CUSTOMER VIEWS

5.1 QUESTIONAIRES FOR CUSTOMERS

The following questions were put forward to 50 customers in order to get a view of their
preference in the current retailing scenario.

Q1. What attracts you to shop in a store?

• Product range & quality
• Ambience
• Services
• Display
• Offers & discounts

Product range
and quality - 44%
Ambience - 12%

Offers and
Discounts - 44%
Slice 4

45
Q2. In which type of retail form would you shop?
• Malls
• Super market / hypermarkets
• Specialty store
• e- tailing
• Kirana store

Malls - 78%

Supermarket/h
ypermarket -
11%
Speciality store
- 11%

Slice 4

Q3. Which of the factors affect your shopping?

• Location
• Graphics & signages
• Health & safety standards
• Parking area
• Atmospherics

46
 Location - 78%

Graphics and
Signage - 11%
Atmospherics -
11%
Slice 4

Q4. Which type of customer you are?

• Loyal customer
• Discount customer
• Impluse customer
• Need based customer
• Wandering customer

Loyal
customers -
22%
Need based
customers -
78%
Slice 3

Slice 4

Q5. Does availability of stock affects your store preference?

• Yes

47
 • No
• Depends on need

Yes - 56%

Depends on
needs - 44%
Slice 3

Slice 4

Q6. Your age group?

• 13- 20
• 21 – 29
• 30 – 39
• 40 – 50
• 50 and above

21 to 29 yrs old
- 56%
30 to 39 yrs old
- 22%
40 to 50 yrs old
- 22%
Slice 4

Q7. Which store will you prefer for formal cloths?

• Raymonds

48
 • Big Bazaar
• Van Heusen
• Wills Lifestyle
• Zest

Raym ond - 7.6

%
Big Bazaar -
7.6%
Van Huesen -
33%
Wills Life Style
- 44%
Zest - 7.6%

Q8. How frequently do you go for shopping?

• Weekly
• Monthly
• Once in six months
• Annually
• Only at the time of sale

Monthly - 100%
Slice 2
Slice 3
Slice 4

49
Q9. Which store will you prefer for household itmes?
• Big bazaar
• Spencers
• Kirana store
• Stores selling only the specific items you want

Big Bazaar -
67%

Spencers - 22%

Stores selling
only the
specific items
you want - 11%
Slice 4

Q10. Any suggestions you would like to see in the stores while shopping

a) There ambience, service quality, and after sales services are a must. And how
do they react to a particular situation for example if the customer gets
aggressive by the way they are being taken care of and etc., so how do they
divert their attention and take care of the customer.
b) More customer oriented approach

c) A sign board is must to direct the customer

d) Product specification with customer needs

e) More space while shopping i.e. wants help when the choice is made.

50