Identify the factors that favorably influence customer is purchase decisions about grocery items in a Reliance fresh store

in Jaipur.
In the partial fulfillment of first semester of PGDM 2ndsem.

Under the supervision of By : Raghuveer Singh (Director, CIPS) Submitted to:

Submitted : By Mukesh kr. sain

Centurion Institute of Professional Studies, Sector-18, Kumbha marg, Pratap Nagar Jaipur+ ACADEMIC SESSION 2007-09
1

PREFACE
The MBA curriculum is designed in such a way that student can grasp maximum knowledge and can get practical exposure to the corporate world in minimum possible time. Business schools of today realize the importance practical knowledge over the theoretical base. The research report is necessary for the partial fulfillment of MBA curriculum and it provides an opportunity to the researcher in understanding the industry with special emphasis on the development of skills in analyzing and interpreting practical problems through the application of management theories and techniques. It is a new platform of learning through practical experience, which incorporates survey and comparative analysis. It gives the learner an opportunity to relate the theory with the practice, to test the validity and applicability of his classroom learning against real life business situations. The researcher has conducted a research on the factors Attract Consumer towards reliance fresh retail store in city of Jaipur.I make an effort to carry out a survey and a study deep on a subject. During a survey, I have seen that there are many customer those are very excitement and gave more emphasis on the aggressive. To make a detail analysis in this, the college give me this opportunity and have assigned me the aforesaid project.

ACKNOWLEDGEMENT

It is always acknowledged so precious a debt as that of learning. It is the only debt that is difficult to reply through gratitude. It is indeed a great opportunity for me to pen down a few lines about people to whom my acknowledgement is due. It is my deepest sense of gratitude that I wish place on record my sincere thanks to Mr. Raghuveer Singh (Director CIPS) for providing me this opportunity to complete my project work in Retail Management.

I would also like to thanks all those who could not find a separate name but has help me directly or indirectly. Last but not the least I would like to thanks my faculty members at Centurion Institute of Professional Studies who gave me the useful tips and opened a whole New World of Knowledge for me.

Mukesh Kr. Sain PGDM- 2nd Sem. Batch-(2007-09) CIPS, jaipur

EXECUTIVE SUMMARY
This project is made on the topic Identify factors that influence customer their purchases decisions about grocery items in a reliance fresh store in jaipur. For defining the research problem firstly decided to conduct research in the retail sector. As today many organize retail stores are being opened in the city, so thought of determining the factors which are determinates their purchases decisions about grocery items in a reliance fresh store in jaipur. So this is descriptive research study. For sampling non probability sampling technique in which use convenience sampling method as did not have sufficient time, money & could not have put lot of efforts so decided sample size of 50 customers who come in reliance fresh store in jaipur. Interrogation through personal interview has been use as a data collection technique and questionnaire is data collection instrument, which is close-ended & open ended. After getting these filled from respondents.

RELIANCE FRESH RETAIL STORE

CONTENTS :-

CHAPTER NO. CHAPTER 1. CHAPTER 2. CHAPTER 3.

DESCRIPTION INTRODUCTION COMPANY PROFILE RESEARCH

PAGE NO. 7-38 39-64

METHOLODGY 65-67 CHAPTER 4. CHAPTER 5. CHAPTER 6. CHAPTER 7. CHAPTER 8. CHAPTER 9. TABULATION FINDINGS CONCLUSION RECOMENDATION ANNEXURE QUESTIONAIR BIBILIGRAPHY 68-75 76-79 80-81 82 83 83-86 87

CHAPTER-1
Introduction
Retail means selling goods and services in small quantities directly selling to customers. Retailing consists of all activities involved in marketing of goods and services directly to consumer for their personnel family and household use. The Indian retailing industry is becoming intensely competitive, as more and more players are Vying for the same set of customers. The major retail players are Pantaloon Retail, Shoppers Stop, Reliance, Spencers, More etc.., Retailing is one of the biggest sectors and it is witnessing revolution in India. The new entrant in retailing in India signifies the beginning of retail revolution. India's retail market is expected to grow tremendously in next few years. According to AT Kearney, The Windows of Opportunity shows that Retailing in India was at opening stage in 1995 and now it is in peaking stage in 2006. India's retail market is expected to grow tremendously in next few years. India shows US$330 billion retail market that is expected to grow 10% a year, with modern retailing just beginning. India ranks first in 2005. In fact, in 2005 and 2006, India is the most compelling opportunity for retailers, because now India is in peaking stage.

Unorganized retailing in India

In India, the most of the retail sector is unorganized. In India, the retail business contributes around 11 percent of GDP. Of this, the organized retail sector accounts only for about 3 percent share, and the remaining share is contributed by the unorganized sector. The main challenge facing the organized sector is the competition from unorganized sector. Unorganized retailing has been there in India for centuries, theses are named as mom-pop stores. The main advantage in unorganized retailing is consumer familiarity that runs from generation to generation. It is a low cost structure; they are mostly operated by owners, has very low real estate and labor costs and has low taxes to pay.

Organized retailing in India

In late 1990's the retail sector has witnessed a level of transformation. Retailing is being perceived as a beginner and as an attractive commercial business for organized business i.e. the pure retailer is starting to emerge now. Organized retail business in India is very small but has tremendous scope. The total in 2005 stood at $225 billion, accounting for about 11% of GDP. In this total market, the organized retail accounts for only $8 billion of total revenue. According to A T Kearney, the organized retailing is expected to be more than $23 billion revenue by 2010. In organized retailing will grow faster than unorganized sector and the growth speed will be responsible for its high market share, which is expected to be $ 17 billion by 2010-11. Retailing will show good prospects in cities like Mumbai, Delhi, Chennai, kolkata, Banglore and Kanpur. After Dubai, Singapore and Hong Kong, In India Delhi will be the next big retail destination, According to Confederation
8

of Indian Industries whose findings have shown that Delhi has the good resources and good conditions for the retail sector. Out of the total earnings of the Government of Delhi Rs 11,000 crore, Rs 6,500 crore is achieved from the retail sector. The organized sector is expected to grow faster than GDP growth in next few years driven by favorable demographic patterns, changing lifestyles, and strong income growth. This organized retail sector mix includes supermarkets, hypermarkets discounted stores and specialty stores, departmental stores. For example, Spencer network has 69 stores, which includes seven Spencer hypermarkets, three Spencer super markets and 49 Spencer Dailys. Now the company is planning to open 20 stores in 10 cities in six months. The top 10 retailers account only for 2% of total market, today modern retailing is expected to enter a boom phase, which has major players and these players might capture 10% of total market, within next five years. The retail sales in India for future are shown below (data from 2005-2008 is based on estimates):

Growth drivers in India for retail sector

 Rising incomes and improvements in infrastructure are enlarging consumer markets and accelerating the convergence of consumer tastes.  Liberalization of the Indian economy  Increase in spending Percapita Income.  Advent of dual income families also helps in the growth of retail sector.  Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc.  Consumer preference for shopping in new environs
9

 The Internet revolution is making the Indian consumer more accessible to the growing influences of domestic and foreign retail chains. Reach of satellite T.V. channels is helping in creating awareness about global products for local markets.  About 47% of India's population is under the age of 20; and this will increase to 55% by 2015. This young population, which is technologysavvy, watch more than 50 TV satellite channels, and display the highest propensity to spend, will immensely contribute to the growth of the retail sector in the country.  Availability of quality real estate and mall management practices  Foreign companies' attraction to India is the billion-plus population.

Employment opportunities in retail sector in India

India's retail industry is the second largest sector, after agriculture, which provides employment. According to Associated Chambers of Commerce and Industry of India (ASSOCHAM), the retail sector will create 50,000 jobs in next few years. Retail companies are starting retail manamgent courses in partnership with management institutes, roping in talent from other sectors and developing comprehensive career growth and loyalty plans for existing employees. Top players like Pantaloon Retail India Limited, Trent, Shopper's Stop, RPG Group and ebony are virtually on their toes.

10

Consider the plans of largest player, The Pantaloon Retail India Ltd, the company has developed a comprehensive strategy, where in it expects that in 2years, it will not recruit any new managers from outside. "The estimated need is 1 lakh of employees till 2011", said Mr. Sanjoy Jog, HR Head at Pantaloon Retail India Ltd. Pantaloon has the concept of partnership with educational Institute to run retail courses across the entire chain. The company has tied up with 11-B schools including K J Somaiya , Welinkars, Narsee Monjre and IISWBM. "The students joins the course and they are given an appointment letter by Pantaloon to become employees" said Mr. Jog, Pantaloon. Pantaloon is also planning to tie up with Ahmedabad-based National Institute of Design to start a course in visual merchandising. "The apex body of Indian organized retailers, Retailers Association of India( RAI) is also lending help hand to tide over the shortage of employees in organized retail sector. Trent has also started in-house learning programmes and now goes to under graduate colleges to recruit students. Since, the job market is hugely receptive to this with more and more business schools focusing on the sector and large retailers setting up retail academics.

Challenges of Retailing in India

In India the Retailing industry has a long way to go,and to become a truly flourishing industry, retailing needs to cross the following hurdles:

* The first challenge facing the organized retail sector is the competition from unorganized
11

sector.

* In retail sector, Automatic approval is not allowed for foreign investment. * Taxation, which favors small retail businesses.

* Developed supply chain and integrated IT management is absent in retail sector. * * Lack Low skill of level trained for work retailing force. management.

* Intrinsic complexity of retailing- rapid price changes, threat of product obsolescence and low margins.

* Organized retail sector has to pay huge taxes, which is negligible for small retail business. About the retail organisation
IMAGES Retail, July 2008, VOL 7 No 7

Launched in July 2002 from New Delhi, IMAGES RETAIL has been

acknowledged as the single most powerful and resounding voice of Indian retail. Given the fact that Retail is the future of all business and enterprise and that there is no hope for any business without a sound retail support system, IR has been competently serving as a platform for information exchange via media and a vibrant link between the marketers and the market place. Covering the entire gamut of retail & franchising operations and key issues like investments and opportunities in retailing, formats, store design and operations, visual merchandising, logistics, consumer trends and metrics, real estate, security, supply chain & merchandise and customer management etc besides presenting well-researched information to its readers month after month, it facilitates networking amongst retailers

12

and brand leaders and works towards its primary objective of integrating global retail practices with those obtaining in India. IMAGES RETAIL forcefully articulates developments at national and international retail brands in almost all major sectors including: Fashion and Lifestyle, Food & Grocery, FMCG, Catering Services, Beauty & Health Care, Leisure & Entertainment, Consumer Electronics, Home & Office Furnishings, Banking & Insurance, and also in Retail Real Estate and Retail Designs & Support Systems (that include Point-of-Purchase, Store Design & Fixtures, Displays; Lighting and Bar-coding & other retail support technology). The April and October issues of IMAGES RETAIL are Middle-East editions.

etail 2005: unveiling the east india opportunity

A a The one-day Retail 2005 conference organised by CII and held at Taj Bengal, Kolkata on July 14, witnessed comprehensive attendance from heads and managers of retail businesses encompassing several retail categories from across India. Among the highlights was the highly invigorating presence of guest speaker Paco Underhill, the famed international retail

anthropologist and acclaimed author of such retail bibles as "Why We Buy" and "The Science of Shopping". The platform also functioned as a launch pad for the much awaited IMAGESCII report on East India Retail: 2010 and Beyond. The 300-page hardbound volume was released by Shri Ashok Bhattacharya, Hon. Minister (Incharge) of
13

the Department of Municipal Affairs and Urban Development, Govt. of West Bengal, after Amitabh Taneja (Editor-in-Chief, IMAGES Multimedia) delivered a brief introduction to the Book as the first ever documentation of the burgeoning retail marketplace of East India.

Exploring in painstaking detail, the consumer shopping, retail and real estate developments in Kolkata, Bhubaneshwar, Guwahati, Siliguri, Durgapur, among other regions, East India Retail: 2010 and Beyond carries visions and directions from company heads across Fashion, Lifestyle, Health & Beauty, Telecom, Fuel Retailing, Catering Services, Leisure & Entertainment sectors, besides region-wise consumer spend analysis and brand recall amongst consumers in East India.

The welcome address at Retail 2005 was delivered by Ravi Poddar (Chairman CII-Eastern Region), who welcomed Paco Underhill (CEO, Envirosell), all dignitaries and delegates.

He cited the example of Kishore Biyani (MD, Pantaloon Retail India Ltd) whose Pantaloon Retail had its early roots in Kolkata. Poddar said until a few years ago, Kolkata had witnessed the closing down of big departmental stores like Bengal Stores. "Now, however, the entire scenario of organised retailing has changed in the city," he said.

Kurush Grant (Chairman - Services Sector Sub Committee) delivered the theme address. He gave a brief overview of the history of retailing in India from the time of the great
14

Afghan

ruler

Sher

Shah

Suri.

"Modern retailing in India emerged even before Independence. For example, New Market (Kolkata), Connaught Place (Delhi) and so forth. However, in India the largest retailer is not any private player, but the Ministry of Civil Supplies with a large network of ration shops through out the country," he opined. Grant mentioned that organised retailing had extended to small towns and semiurban cities. According to him the factors that have influenced the retail growth are: increased organisation of the Indian retailers, rising disposable income of Indian consumers, rural retailing initiative (ITCs e-choupal), supply of good quality land, good transportation facilities, emergence of different models in retailing and so forth.

Sanjeev Goenka (Past President-CII) delivered the keynote address. He explained the macro fundamentals of organised retailing in India in the backdrop of the following four scenarios:

Changing Large The number boom in

demographics of young

of working finance in

the

Indian in

family India business

professionals credit oral card

consumer pattern

and the

Changing

consumption

He promised that organised retail would emerge as an aggressive force in the coming years.

"Indian retailers can realise their full potential if they are allowed to operate their stores in the 24/7/365 model," Goenka remarked.

15

Goenka strongly opposed the government's moves towards allowing foreign direct investment in retailing in India.

"Indian retailers need to gear up to face the competition and challenges of international retailers before the markets are opened up for FDI," he suggested.

The Industry address was delivered by Kishore Biyani (Chairman, CII National Committee on Retailing).

"The tremendous interest in retail business in the country can be felt by the rising share prices of the Indian retail companies in the stock markets. The rising payscales of retail professionals in the country has attracted the best talents to the business," he said.

Echoing Goenka's thoughts, he too opposed the idea of FDI in retailing in India, questioning whether it was at all necessary to have foreign investment in the retail sector.

The introductory address was delivered by invited speaker Underhill Underhill (CEO, Envirosell), who clearly enthralled the audience by the power of his communication skills.

"The world over, consumption patterns have never been as good as they are currently. Globally the retail business is booming but underneath all this, there is great chaos. Merchants and marketers are nervous and concerned about the fast developments in the world of retailing. The tools of marketing applicable in the 20th century are no longer
16

relevant

now," he

remarked.

Another phenomenon which Underhill laid stress on was that globally the retail business is dominated by men when a greater percentage of the shoppers are women.

"The culture in a region is a major influencer of consumer behaviour," he observed. Taking Stock of Consumer and Consumption Environment in India, Rama Bijapurkar presented some facts about the Indian retail business. She pointed out that in the next ten years India's per capita income would equal China's currentstatistics.

"In India, 37 per cent of the entire FMCG consumption is among the rural poor while the urban rich account for 20 per cent of the entire consumption. Interestingly, there has been an equal growth in urban and rural incomes," she said. She noted that there are basically four heterogeneous economic groups existing in the Indian society today. The first is the IT economy which is dependent on the developments in the US. The second group comprises government employees who form the government economy. The third group is the monsoon dependent agri-economy and the last is a small group comprising industrialists which she referred to as the "Industrial economy". All the four groups are co-existing, acting as accelerators and speed breakers for each other, she said. Globally the shopping habits of consumers are undergoing a rapid change. The bulk of the shoppers are from the middle class and they indulge in unplanned buying in most cases. Therefore the shopping process needs to be studied systematically, in greater detail and understanding the science behind
17

all these processes. This was the central theme of the talk delivered by Underhill. "Consumer budgets are changing rapidly. Food and apparel have lost the majority share of the customer's wallet to technology products such as mobile phones, internet, computer accessories etc. In a time-pressurized world, consumers are also asking for more convenience in shopping, and have become extremely value conscious," he pointed out

"In the 21st century, most of the growth for every consumer product company would come from the emerging markets. Indian retailers should stop looking for ideas from their counterparts in US and Europe. Modern retailers should sell the entire idea and not just the commodity," he added.

"Mall developers should move from their current role as landlords and undertake more responsibility as "place makers" or facilitators. The health of a mall is about programming, progressive design, good public spaces, merchant education and owning the complete experience," he said.

"Retailers should promote their in-house brands to gain higher profit margins and also counter the influence of large manufacturers. For instance, look at Tesco whose 20 per cent of the total sales comes from its own private label brands. The era of private labels has begun and it is here to stay." SpecialPlenary

The special plenary was attended by Shri Ashok Bhattacharya, Hon. Minister (Incharge) of the Department of Municipal Affairs and Urban Development, Govt. of West Bengal. Mr. Ravi Poddar (Chairman-CII Eastern Region) delivered the welcome address followed by a brief introduction of the IMAGES-CII East India Retail Report. The minister then released the first
18

copy

of

the

Report.

In his address, Shri. Bhattacharya remarked that Kolkata had been a major forerunner in organised retailing in the country.

"Rapid developments are taking place because the state government has initiated several infrastructure development projects and allocated large amount of funds for the development of other smaller towns like Haldia, Siliguri and Asansol apart from Kolkata. The annual retail transaction in the rural sector in West Bengal accounted for an excess of Rs.19,000 crore," he said.

The vote of thanks for the Special Plenary Session was delivered by Rahul Saraf (Convener, Core Group on Retail, CIIER).

On July 15, Paco Undergill made a special appearance at the Oxford Bookstore on Park Street to sign copies of the "East India Retail: 2010 and Beyond" book. In the midst of heads of many of East India's leading fashion, lifestyle and retail brands, Underhill reiterated the need for Indian Retail businesses to modernise and become consumer-driven.

Retail tech solutions at rite2005

Barcode printers with antibacterial covers, POS systems with sophisticated Windows-based software to track inventories, stainless-steel framed LCD display panels, and solutions for automatic GST refunds would be some of the innovations to be seen at Retail IT 2005, the technology showcase of RITE 2005.

19

In its fourth year now, RITE is the International Supermarket Product Retail Equipment, Display, Storage and Technology Exhibition & Conference, organised by Singapore Exhibition Services Pte Ltd. It will run from September 21-23, at the Suntec Singapore exhibition and convention venue.

Held alongside RetailIT at RITE2005 are two other sub-shows: FMCG2005 (for fast-moving consumer goods) and ShopFit2005. An estimated 300 exhibiting companies are expected at RITE2005.

Compared with last years RITE event where 5,142 visitors were registered, a total of 8,000 trade visitors is expected this year, of which 30 per cent would be fromoverseas.

RITE2005 is supported by the major trade bodies such as the China Chain Store & Franchise Association, the Indonesian Retail Merchants Association, the Malaysia Retailers Association, the New Zealand Retailers Association, the Taiwan Chain Stores & Franchise Association and the Thai Retailers Association. Supporting organisations are the Singapore Manufacturers Federation, Spring Singapore, Singapore Retailer Association, and The Singapore Association of Shopping Centres.

Discount mall, goregaon

The Discount Mall at Royal Palms is Mumbai's first factory outlet mall. Other than providing brand seeking, value conscious consumers a shopping destination that offers huge discounts, the mall aims to offer brand owners, wholesalers and retailers a common platform to deal with inventory and

20

transactions in huge volumes. This first-time concept brings together various factory outlets and retailers representing brands across a spectrum of categories. Retailers here get an opportunity to sell their products in huge volumes and at negligible costs.

The mall has four distinct areas; the first quadrangle will be for the anchor tenants. Homemakers will be one of the major anchors. It will showcase and sell home furnishings from the world over. The second quadrangle will be for food court, the third section for night market (open until 3 a.m.) and the fourth area will be dedicated for live cultural performances. The floors above will house otherbrandoutlets.

Discount Mall is a perfectly designed package, keeping in mind the sensitive issues of location and overhead costs vital to a factory outlet concept, with research by Knight Frank India Advisory Services.

In addition to 5,000 patron families of the Royal Palms Estate, Discount Mall is in close proximity to the modern townships of Kandivili, Santacruz, Andheri, Goregaon, Borivili and Malad on one side and Powai and Mulund on the other. The promoters also plan to attract tourists by tying up with various 5-star hotels in the vicinity. A private bus service with pick-ups will be arranged for tourists. There will be cultural entertainment, late evening markets and more. For advertising and promotional needs, retailers will need have to pay Rs.2sq.ft. monthly. Royal Palms is about 10 minutes' drive from Goregaon station and 15 minutes from the international airport. In addition to Discount Mall, the Royal Palms

21

Estate spread across 240 acres plays host to an 18-hole golf course, a health spa, golf club, recreation club, two lakes, manmade beach, shopping mall, school, hospital, swimming pool restaurants, a cafeteria, an entertainment centre, IT park, offices, apartments, bungalows, row houses, villas, 3-star, 4-star and 5-star hotels, and a shopping centre called 'Shopping Village' that will have outlets that offer home delivery services to the residents.

Dindayal city mall, Gwalior

This landmark announces the arrival in Gwalior of the 21st century's consumerist culture on a truly grand scale. To be known as Dindayal City Mall after the promotering company's name, it is being developed by the ARG Group of Jaipur, who have made a name for themselves as builders and developers of residential estates and commercial complexes.

To be located on the city's most important thoroughfare, the 100m wide Maharani Laxmi Bai Road with the 40m wide Naugaza Road at the rear, the City Mall will overlook the lush green Phool Bagh and the zoo. The location would offer congestion-free access from all sides. Within a one-kilometre radius of the mall, one will find the railway station, the bus terminal, Civil Lines, the main market, the palace, the museum and the Taj Group's Usha Kiran Palace Hotel.

In fact, the catchments area of the City Mall will cover a target population of 1.5 million, making it the most investor-friendly location.

Designed to magnify the shopping experience for the entire family this state-of-

22

the-art Mall will have a 500 ft wide landscaped frontage and a huge 8,000 sq.ft atrium. Comprising lower basement, basement, ground, first and second floors, the total built up area will be 2,25,000 sq.ft that will include more than 150 outlets consisting of kiosks, showrooms, bazaars, restaurants and anchor stores ranging in size from 80sq.ft to 30,000 sq.ft. Covering just about every activity, including Retail, Services, Entertainment and F&B.

The defining feature of the City Mall will be the Specialty Floor Concept that will take shopping to another level of ease and convenience by assigning floors to a particular theme and category of products. There will be distinctive floors for bazaar, brand showrooms, lifestyle, F&B and functions.

All complemented by world-class amenities including air-conditioning, capsule elevators, escalators and power back-up. The City Mall aims to redefine the concept of 'day outs' for residents of Gwalior and neighborhood areas as well as for tourists visiting the city.

Growel's 101, candidly (east)

from the rest, a company official told IMAGES Retail. The first phase of Growl Group's mega family entertainment project, Growel's 101 at Candidly East, Mumbai was completed recently. To be opened in a phased manner, construction for the second phase will begin in August, and will become fully operational by 2007. Besides construction, the company is also hiring retailers steadily as per the completion of the said phases. For its initial phase, the company has given out space to hypermarket, Big Bazaar and a multiplex.

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Spread in an area of 9,50,000 sq.ft, the site off Western Express Highway has prime residential complexes in its immediate catchments areas of Dahisar, Borivali, Malad and Goregaon. The selection of the location is followed by a detailed feasibility survey and study conducted by Mckinsey & Co. and Chesterton Meghraj which revealed large consumer population in the area to be the ideal target audience for the mall. Once the family entertainment project goes fully operational, it expects footfalls of 50,000 per day.

The new shopping and fun hangout has a combination of open and closed areas with a plethora of activities to suit individual needs. It boasts of lush greenery, large public atriums, recreation centres, a club, landscaping with special lighting and landmark features, ample parking space and a host of leisure activities. Being a suburban character with modular structures, Growel's 101 will have AC and non-AC areas. The structures spread out and restricted to two to three storeys promise to offer a high-street shopping experience within a mall.

As per the merchandise mix, the mall will house a multiplex, hypermarket, department stores, large and small format stores for shopping, fine dining, good courts and entertainment, banquet and kids zone. Following a complete lease model venture, the company is in talks with major retailers across categories to give out its retail space. Its recently launched first phase accommodates Big Bazaar in an area of 70,000 sq.ft on two floors, and the four-screen 35,000 sq.ft multiplex, Cine Line. The 1,350-seater multiplex will begin operations by end July. The second phase will see allocation of retail space to retailers in the categories of food courts, fine dining, amphitheatre, lifestyle products, white goods,

24

branded and unbranded garments, gift shops, coffee bars, book stores, a florist, a cyber cafes, a business centre, a jewellery shop, beauty salons, a health care centre, a club and a kids' zone.

The new mall has been designed by Kaplan McLaughlin Diaz (KMD) an American architecture company, supplemented by Mumbai-based architect group, NPAPL. The uniqueness of the project, as suggested by the company, is in its design and architecture done by the world's third largest and wellestablished firm in this sector. Appropriate zoning of retail, common area and other public spaces supported by the linear, modular and contemporary features of the mall make the project dis

North square mall, Delhi

Suncity Projects (P) Ltd., a multi-million real estate company is set to create a landmark in specialty retail property developments by building what it touts as "the ultimate destination for Women" - the North Square. At the specialty mall project, emphasis has been on immaculate details, feminine styling and an over all high tech touches to make the entire buying experience for women, royal as well as stylish - care towards planning is visible in the form of organised parking, clean rest rooms, defined places to relax and gossip, help to carry heavy baggages, and specially trained guards to ensure numerous return visits. Spread across 70,000 sq.ft, North Square poses to be the ideal destination in 77Acre business hub of North Delhi in Pitampura, offering ample variety, convenience and shopping ease, women have always longed for. North Square will be operational in the last quarter of this year and is touted to be the first mall in the area to offer a One-Stop-shop option for women consumers for

25

shopping,

dinning,

personal

care,

movies

and

much

more.

At Suncity Projects, we assure providing quality experience to all our customers by building edifices according to the need of the market. A mall catering to women of all ages will certainly create excitement in the market, as the mall has been conceptualised after a thorough market research on the changing demands and desires of Indian women, says L N Goel, chairman, Suncity Projects (P) Ltd.

Strategically situated within the catchment areas of Punjabi Bagh, Shalimar Bagh, Paschim Vihar, Ashok Vihar and Rohini, North Square mall is at five minutes walking distance from the metro station. It is envisaged to become the most talked about fun junction in times to come. Playing host to a plethora of top-notch national and international women's fashion & lifestyle brands, the multi-level structure will cater to trend conscious, smart shoppers and modern woman looking for quality and variety.

Providing a chance to pamper one's femininity, the North square Mall will offer some of the most luxurious brands under the category of clothes, perfumes, jewellery, makeup, lingerie, sleepwear, handbags, footwear, salons, home accessories, salons, etc..

Promising the quality in dining, the mall will offer ample space for intimate cafes, fine multi-cuisine restaurants, cake shops, ice cream parlours and fast food joints. Entertaining to the fullest, the mall will have an advanced 3-screen

26

multiplex by 'Fun Republic' will provide the best of big screen cinematic experience.

A complete shoppers' paradise, the North Square Mall will change the landscape of metropolis. Catering to all day needs of a woman, the mall assures her giving a complete entertainment and shopping experience, adds Ashok Bansal, director, Suncity Projects (P) Ltd.

Surrounded with beautifully landscaped environs, the Mall's infrastructure is backed by cutting edge technology ensuring a superior design and efficient space planning, high efficiency floor plans, centrally air conditioned environs, impressive entries and lobbies, modern escalators and elevators, ample systematic parking for over 400 vehicles, complete power back up facility along with other facilities. The mall would also have ATMs, Pay telephones, and a crche for children, hence leaving parents to shop until they drop, without any worries. Suncity Projects redefines perceptions of quality for today's urban population. We cater to new generation of uncompromising consumers who demand quality. Keeping in mind the retail industry's exponential growth, the company has state of the art facilities to boost retailers' business and also make shopping a cherish able experience for the consumers, comments Subhash Aggarwal, director, Suncity ProjectLtd.
S

Retail
A

Technology:

The

Domestic

Scenario

a In India, one of the major technological developments in recent year, that

27

is impacting retail in a big way, has been the fast-paced transition from physical, paper-based exchange of value to a virtual electronic payment mode. Though the process started off in the early 1990s when automation was first applied to paper based clearing activities, today we find various payment systems functioning ranging from paper-based systems where the instruments are physically exchanged and settlements worked out manually, to the most sophisticated electronic fund transfer system which is fully secure and settles transactions on a gross real time basis.

The full potential of retail electronic payment has not yet been explored or exploited in India, says a recent NCAER-Visa study entitled Emerging India: Transition to a Cashless Economy. Electronic payments can change the way we shop, the way we pay our bills, the way we travel, the way we conduct business, the way we bank and the way we live. On a macro socio-economic level, electronic payments can act as a tool of national empowerment, change the way businesses function, stimulate economic growth and bring about social change, the study says.

Both Electronic Clearing System (ECS) and Electronic Funds Transfer (EFT) have grown rapidly over the past six years. ECS volumes have picked up from a base of Rs.67.4 crore (USD 15.67 million) in 1999 to Rs.9,676 crore (USD 2.25 billion) in 2004. EFT too has grown from Rs.0.6 crore to Rs.15,711 crore over the same period.

On the usage of payment cards, the NCAER-Visa study notes that the barely twodecade-old system has grown from 3 million credit cards in 1998 to an estimated 44 million plus credit and debit cards in 2004, giving a CAGR figure of 55 per

28

cent. Debit and credit card transaction volumes also increased from USD 1 billion in 1998 to USD 23 billion in 2004. However, the usage is mostly confined to ATM cash withdrawals (80 per cent) and the transition to bill payment and shopping has just started picking up.

Organized retailing itself is at a nascent stage in India, constituting barely three per cent of the overall retail segment. Most organised players have managed to put the front ends in place, but the relatively complicated back-end supply chain information systems and underlying technologies are yet in the process of being established. Grocery retailers such as Food World and Food Bazaar have started tracking consumer purchases through CRM and co-branded cards, lifestyle retailers are doing so through their affinity clubs and reward clubs.

The traditional retailers will always continue to exist but organised retailers are working towards revamping their business to obtain strategic advantages at various levels market, cost, knowledge and customer. With differentiating strategies like value for money, shopping experience, variety, quality, discounts and advanced systems and technology in the back-end, change in the equilibrium with manufacturers, and a thorough understanding of the consumer behaviour, the ground seems all set for the organised sector to come up in a big way.

The Indian retail sector is witnessing tremendous growth and with the advent of international players such as Wal-Mart and Tesco on the cards, the adoption of technology will be a crucial factor in the success of domestic retail players, says Jangoo Dalal, senior vice-president- Enterprise, Cisco Systems (India & SAARC), and adds: Today we have a number of established domestic retail giants such as

29

Shoppers' Stop, Pantaloons, Big Bazaar who have been early adopters of cuttingedge networking technologies and who are in fact driving the growth of the country's organised retail market.

George Zacharias of Sify sounds very optimistic of domestic retail sector: The future of Indian retail seems very bright, especially with Government showing intension to open up the market to foreign companies with loads of expertise and resources. Malls are coming up very fast and demand for branded products is building up, which is fuelling tremendous growth in the organised sector. Things are moving in the right direction and I feel organised retailing has the potential to grow at 100 per cent in a few years.

India's leading retail chains Shoppers' Stop Ltd and Pantaloon Retail (I) Ltd have been among the early adopters of sophisticated technology platforms in their enterprises. Other prominent players like Lifestyle, Westside, Globus, Ebony Retail have also made extensive use of technology in the store operations. We present in some detail the technology adopted by Wills Lifestyle, the exclusive lifestyle retail chain, and catering chain Caf Coffee Day.

information is displayed on the screen to enable the front-end caf staff to serve him to the best of his satisfaction. For every purchase the customer accumulates points on the card and he may use these points and redeem the same on his subsequent purchases. Also, customers may register their complaints/queries at the outlets, which is communicated instantly to the Customer care staff who instantly gets going to provide solution to the queries.

30

Benefits from efficient information capturing notwithstanding, the CCD example shows that a lot has indeed happened over Coffee!

Retailers association of india

Retailers' Association of India (RAI) presented a workshop on Visual Merchandising in Bangalore on June 23, 2005. Visual Merchandising (VM) is the art of presentation, which puts the merchandise in focus and in perspective too. It educates the customers, creates desire and finally augments the selling process. Unlike in western countries, where VM receives highest priority in commercial planning of a product, the Indian industry's understanding and practice of the concept of VM is inadequate. To propagate the significance of VM in Retail, the Retailers' Association of India (RAI) held a one-day workshop in Bangalore on the art and science of this specialisation on June 23. The workshop targetted practicing retail professionals, retail supervisors visual merchandisers and store owners from all sectors in retailing.

Objectives

of
orient retailers tools basic working

the
to and the skills

workshop:
concept related of to VM. VM.

To To

sensitise/ provide

To augment the quality of VM and displays in the organised retail sector in India.

31

WorkshopContent
The significance of VM and Displays in-Store Planning and Store Design. VM VM conceptualization as a and its key 'Silent success factors Salesman'

Practical Display Sessio

AnchorFaculty
Surender G, Chief Consultant, Metaspace and Director Store Planning and Store Design, RAMMS, Bangalore, Smita Srivastava, VM and Display Consultant, Bangalore, and Vasant Jante, POP Today, Bangalore.

mica's retail unravel, while on travel

The Mudra Institute of Communications-Ahmedabad (MICA), recently took its students of the Post Graduate Program in Retail Communications Management (PGPRCM) on a 23-day all India retail tour. Beginning on the 3rd of April, the aim of the MICA Retail Yatra was two-fold with purposes to study the retail scenario across India, and to develop a rapport with the industry.

The tour was meant to see and study the retail industry in various parts of the country and compare and contrast the retail culture. The tour covered cities of Delhi, Gurgaon, Jaipur, Chandigarh, Chennai, Pondicherry, Bangalore, Pune, MumbaiandIndore.

The pedagogy was predefined keeping in mind a 360-degree approach to learning, either by means of observation or interaction. Apart from that a major part of the learning was from the observational study for which a large number of market visits were arranged. One of the objectives of these market visits was
32

to observe the differences in the consumer behaviour of the shoppers in different regions of the country. These visits were also undertaken to observe the evolution of retailing in the traditional formats and their adaptability to the.

Kohinoor city mall, Mumbai

The real estate arm of the Mumbai based Kohinoor group Kohinoor Planet a a Construction Pvt. Ltd. is readying to unveil Kohinoor City Mall, a shopping centre with what it calls "the perfect mix of residential area, office, high end luxury brands, multiplexes, kids entertainment area, food court and large format hypermarket, department stores in the same development". In addition to this, Kohinoor City Mall will also house a world-class country club, two schools and a hospital.

Scheduled to be operational by mid-2007, a total of 15,00,000 sq.ft has been planned for the over all area development, segregating 4,00,000 sq.ft of retail space. The mall has a state-of-the-art centre for performing arts, a 1,200 seater auditorium, multiplexes, a 5-star hotel, fine dinning restaurants and pubs, ATM facilities, a Post Office etc.

Conceptually designed, the mall hope to present an intelligent mix of branded shopping, entertainment and dining. The mall is divided into two floors with total retail space of 3,41,000 sq.ft. The ground floor is planned for large and small format stores with the first floor to home lifestyle speciality stores. The second floor is planned to contain a food court and large format stores.

33

Kohinoor City Mall is strategically located and primary catchments areas include Ghatkopar, Vidhyavihar, Saki Naka and Bandra-Kurla Complex. The mall has well planned parking space in the open as well as in its basement for 2,000 cars. The development also has 1,00,000 sq.ft area of open space.

Incepted in 1961, Kohinoor Group made its beginnings in the field of education. Today, the group has moved into hospitality and construction. In addition it has entered the eco-friendly renewable energy generation business.

The silver arc, Ludhiana

Atrium Shopping
a a

Area Area

(in (in

sq.ft) sq.ft)

15,000 1,50,000

Food Court Area (in sq.ft) 15,000sq.ft. Leisure & Entertainment Area (in sq.ft) 15,000 Parking Area (in sq.ft) for 1 lakh parking

No.

of

Levels

Six

plus

two

basements

USP of the Mall: Provides retail mix of department store, hypermart, cinemas, food and leisure in the heart of Ludhiana.

34

The Middle East Retail Real Estate Dynamic

In half a generation, the Persian Gulf (or Arabian Gulf as it is better known locally) has developed into over a US$50 billion retail market. The engine room for this growth has come from the six countries of The Gulf Cooperation Council (GCC) - something akin to the European Union comprising Bahrain, Kuwait, Oman, Saudi Arabia, Qatar and United Arab Emirates (UAE). Adding in Jordan, Lebanon, Egypt, Syria, Iran and Iraq, the pan-Middle East retail market is reckoned to top US$100 billion. With a combined Gross Domestic Product (GDP) expected to reach US$600 billion in 2006 and a population of 34 million people, including about 500,000 high-income professionals, the GCC is the world's 17th largest economy. It produces 16 million barrels per day (bpd) of oil and exports 13 million bpd generating about US$250 billion in annual revenue.

opportunity
Globalization of the economy is bringing exciting opportunities for retail expansion in the Middle East with shopping centre development beginning to spread out from Dubai into adjacent Gulf States. All of these countries have young populations who, through the influence of global brands, advertising, television and international travel, want to
35

experience the same quality of retail facilities that have been available for many years in the likes of the USA, Europe, South Africa, Australasia and parts of the Far East.

investment Mumbai and Dubai A Tale of Two Cities

Dubai has a resident population of approximately one million. The population explosion of the last years means that there is a high proportion of young people. The growing economy also means a high percentage of these are affluent. If the population increases as anticipate
A

metro by 2015. It already has a resident population of approximately 12

million and of those around 30 per cent is thought to be in the high-income bracket. Even with a dearth of up-to-date information on demographic growth, it is apparent by the number of new, luxury cars, the advent of new internal airlines and the continuing expansion of retail malls and stores that Mumbai's middle class is emerging at a staggering rate. With numbers like this, it is entirely comprehensible that Mumbai's growth will come, initially, from the domestic market and, unlike Dubai, will not have to rely on tourist revenue to sustain the retail expansion.

Strategy
Last month, May 12, 2006 in Dubai, marked the opening, with great fanfare, of the first Tommy Hilfiger store in the Gulf Region. It marks the beginning of a planned 25 store expansion into the area by the Murjani Group from India.

36

Clearly, Dubai has become a strategic destination for embedding a retail footprint into the Gulf region. Recently, Louis Vuitton, Harvey Nichols, Kenneth Cole, Dior, Baldessarini, and other premium and luxury brands have taken their place in what has become a "must" for any brand that wishes to convey to the global market its international pedigree. How did this incredible transformation come about?

What factors converged to transform a small market with a limited population (3,000,000) and with a climate and culture not always conducive to seasonal fashion trends and products, into a luxury retail hub? Will this trend continue and if so, what does it tell us about the new dynamics of retailing and branding in a Flat World?

Marketing
What should retailers do for their customers in the 'consumer centric' new age? When retail design, shop fixtures and marketing meet the trends, the result of a business is a satisfied customer. "Even if you are on the right track, you will get run over if you just sit there" (Will Rogers). Nothing stands still in retail and rising to the challenge of change is crucial.

The challenge is perpetual. It was the same in the past and it will remain the same in the future: understanding the retail consumer.

Today's facts are true worldwide and without quoting too many brands I am sure your knowledge and imagination will do the rest.

37

Innovation

Water Features: The Centerpiece of Shopping Malls

If there is one common link between retailing destinations the world over it is the preponderance of water features of all shapes and sizes - whether they be giant water jets leaping 80 feet into the air or carefully choreographed groups of dancing streams providing the centerpiece to a brand new shopping centre.

Almost without exception any new major retail scheme whether it is in Beijing, Abu Dhabi or Chicago, provides dramatic water fountains to draw in the crowds and act as a people magnet.

It is no surprise that water is a fundamental part of the culture of every race on earth. Being one of the four elements and vital to human life, almost every culture reveres water and sees it as an essential purifier.

38

Company Profile Reliance Retail - Reliance Fresh

Reliance Industries Limited has opened its first store at Hyderabad.Tagged as Reliance Fresh it specializes in Diary and Grocery, ideally your neighbourhood store. Reliance has and plans to launch many more in-house brands to retail its own produce rather than too much of branded products. Right now its private label for grocery is Reliance Select and will be shortly launching its Fresh Plus a bigger version of Reliance Fresh which is to cater to food and grocery, pharmacy and apparel. The first store of Reliance Fresh is about 2000 sq.ft and it expects to roll out its hypermarkets in sizes of around 75000 sq.ft by end of the year. Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India. Reliance plans to invest 25000 crores in the next 4 years in their retail division and plans to begin retail stores in 784 cities across the country. The Reliance Fresh supermarket chain is RILs Rs 25,000 crore venture and it plans to add more stores across different geographies, and eventually have a panIndia footprint by year 2011. The super marts will sell fresh fruits and
39

vegetables, staples, groceries, fresh juice bars and dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian products. Besides, the stores would provide direct employment to 5 lakh young Indians and indirect job opportunities to a million people, according to the company. The company also has plans to train students and housewives in customer care and quality services for part-time jobs.

Reliance Fresh recently (24th Jan, 2007) opened several "Fresh" outlets in Chennai, New Delhi, Hyderabad, Mumbai increasing its total store count to 40. Reliance is still testing its retail concepts by controlled entry beginning in the southern states According to Deccan Herald, the company is planning on opening new stores with store-size varying from 1,500 sq ft to 3,000 sq ft, which will stock fresh fruits and vegetables, staples, FMCG products and dairy products. Each store is said to be within a radius of 1-2 km of each other, in relation to the concept of a neighbour store. However, this is only the entry rollout that the company has planned. Bangalore is said to have 40 stores in all by the end of the year. Reliance Retail is planning to exit Uttar Pradesh. The companys move comes in the wake of th aftermath of isolated attacks. The decision is seen as selective victimisation, as other retail chains like Spencers and Subhiksha are operating freely in the state. According to sources close to the development, Reliance Retail is in the process of annulling its deals with local contractors and will not be signing up further properties for its Reliance Fresh format in the state. After shutting its outlets in other parts of UP last month, only the Noida and Ghaziabad stores of Reliance

40

Fresh were operational. But the state administration on Sunday evening ordered the company to close its operations in these satellite towns of Delhi as well. We state governments recent decision to shut its o We had never anticipated that UP would be such a debacle, with the state government asking us to shut operations, a company source told FE. Orissa also featured on the list of troubled states for Reliance Fresh after protestors gathered at its store in Bhubaneshwar on Tuesday. However, the local administration managed to pacify the demonstrators. When contacted, a company spokesperson declined to comment. As reported by FE earlier, though the department of consumer affairs had written to the UP government seeking an explanation for ordering the closure of Reliance Fresh stores in the state, it is yet to receive a response. The company planned a total of 200 stores in UP over the next three years and already has 315 stores across the country. Industry experts point out that Reliance is probably being targeted by the antiorganised retail lobby as it had the most high profile roll-out and because it had announced its intention of directly sourcing from farmers, thereby

disintermediating middlemen accused of escalating costs. Reliance Retail targets Delhi and NCR for expansion
With over 40 Reliance Fresh stores already launched in Chennai, Hyderabad and Jaipur, Reliance Retail began its assault of the National Capital Region market with the recent opening of nine new stores in Ghaziabad, Noida, Faridabad and Gurgaon.

41

The company is targeting to open 100 more Reliance Fresh stores in New Delhi alone within four months, and a 1,000 new stores in 35 cities nationwide by the end of the year with a built-up area of over 4 million sq.ft. An investment of Rs.8,000 crore is envisaged for the NCR region alone. Reliance Fresh stocks fresh fruits and vegetables, staples, fast moving consumer goods and dairy products. The stores are already selling over 1,000 tonnes of fresh produce daily and also 250 categories of commodities. The company is approaching farmers directly for the procurement of produce, seeking to reduce the 40% wastage that occurs through the traditional supply chain.

Which Ambani brother was started 'Reliance fresh'? What is his email address? Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India. Reliance plans to invest 25000 crores in the next 4 years in their retail division and plans to begin retail stores in 784 cities across the country. The Reliance Fresh supermarket chain is RILs Rs 25,000 crore venture and it plans to add more stores across different geographies, and eventually have a pan-India footprint by year 2011. The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian products. Besides, the stores would provide direct employment to 5 lakh young Indians and indirect job opportunities to a million people, according to the company. The company also has plans to train students and housewives in customer care and quality services for
42

part-time

jobs.

Reliance Fresh recently (24th Jan, 2007) opened several "Fresh" outlets in Chennai, New Delhi, Hyderabad, Mumbai increasing its total store count to 40. Reliance is still testing its retail concepts by controlled entry beginning in the southern states

According to Deccan Herald, the company is planning on opening new stores with store-size varying from 1,500 sq ft to 3,000 sq ft, which will stock fresh fruits and vegetables, staples, FMCG products and dairy products. Each store is said to be within a radius of 1-2 km of each other, in relation to the concept of a neighbour store. However, this is only the entry roll-out that the company has planned. Bangalore is said to have 40 stores in all by the end of the year Updates on the Latest Happenings in the Indian Retail Sector 1. Shoppers Stop to open 30 new stores In an interview with Rediff, Shoppers Stop CEO, B S Nagesh spoke about how the companys expansion plans and how it plans to maintain its growth numbers of 30% growth in sales and 45% growth in profit. The company will be opening 30 more Shoppers Stop department stores covering 2.7 million sq ft and 20 more HyperCITY hypermarkets covering 2.6 million sq ft. After the expansion, the company will have a total of about 6 million sq ft including 980,000 sq ft of space in Crossword, MotherCare and MAC Cosmetics. Shoppers Stop loyalty program First Citizen, is already quite well known in the business and reached 644,500 after a 33% increase in the first quarter of the
43

2007 financial year. Private labels contributed 21% of sales in the first quarter and the company will maintain its level only up to 25%, so it is able to offer a wide Monday, Source: Rediff Money Buy our Omnibus edition featuring 4 reports covering the fast growing retail scene in India. Updated March 2007. The reports begin with an overview of Retail in India. Your purchase 1. Grocery and Food Retail 2.Growth of Malls in India includes 3 additional reports on: range of international September and 11, domestic brands. 2006

3. Growth of Single Brand Stores in India

2. Local drug stores gear up to face the competition With the impending entry of major industry houses like Reliance Retail, Pantaloon and Fortis in the organized pharmacy trade, local drug stores are trying to organize themselves to face the competition. As a first step, the All India Organization of Chemists and Druggists with 600,000 members is registering itself as a company. Fortis will be opening 500 stores across the country under the Health World Ltd. brand. The stores are likely to be large format stores similar to US pharma chains such as CVS Pharmacy and Walgreens. Some of the expansions that existing companies are doing are Apollo Hospitals expansion to 1,500 stores
44

and Morepens investment of Rs. 350 million to increase its Lifespring stores from 10 to 70. Other companies that are entering pharma retail are Zydus Cadila and Himalaya Drugs. Existing players such as Medicine Shoppe, Lifeken, Global Healthlines 98.4 degrees, CRS Health, Health Glow are already in the market but pale in comparison to the mega bucks that new companies will be investing in setting up Monday, Source: Rediff Money 3. Tesco to finalize entry by October 10 UK supermarket chain store Tesco announced it will be concluding talks with Indian firm Bharti Enterprises and bringing in an overseas grocery store chain to India by October 10, 2006. Under the agreement being worked out, Bharti will most likely become the franchisee for Tesco 11, Plc in India. 2006 their September pharma 11, chains. 2006

Monday, Source: Yahoo News

September

4. Reliance Retails first outlet to open in two weeks Reliance Retail will be opening their first retail store in Hyderabad in 2 weeks, almost a month later than the original plan. The central team at Reliance Retail is working to open 30 stores by end of September, 2006, 260 by November 15, 2006, 1,000 stores by March 2007 and 3,000 stores by June 2007. The companys first store in Hyderabad will be a food and grocery store, the smallest format that the company will be bringing out. The first hypermarket is
45

scheduled to open by December 15, 2006 in Ahmedabad and will cover over 100,000 Monday, sq ft of space spread over 11, three floors. 2006

September

Source: Business Standard

5. Odyssey maps expansion plans Chennai based retail chain Odyssey plans to expand to new markets. The retailer has so far been focusing on books, music and toys in southern cities such as Chennai, Hyderabad, Salem, Coimbatare and Trichy. At present there are 13 stores in 6 cities all in the south and the company plans to change this by investing Rs. 950 million and opening stores in another 17 cities. Cities where Odyssey is likely to open are Bangalore, Kochi, Pune, Mumbai, Delhi, Chandigarh, Amritsar, Ludhiana, Mohali, Surat, and 11, Mangalore, Rajkot. 2006

Thiruvananthapuram, Monday,

Vishakapatnam September

Source: Daily News & Analysis 6. Caf Coffee Day plans for Austria The largest coffee chain in India Caf Coffee Day will soon be consolidating its presence in Austria by opening another caf in Graz by end October. The company had earlier opened a caf in Vienna and will be opening another in the city opposite Vienna University as well as in Linz and Klagenfurt. On the domestic front, the company has planned to open 20 cafes each month to reach 512 cafes in 70
46

cities

by

June

2007.

Monday,

September

11,

2006

Source: The Economic Times 7. Pantaloon to enter the logistics arena Pantaloon announced its decision to set up a new division, Futures Logistics providing third-party logistical support to the retail industry. According to sources, initial investment is estimated to be around Rs. 4-5 billion and will focus on efficient modes of transport such as roads and railways. Sea and air modes of transport will be added at a later time. Initially Futures Logistics will cater solely to Pantaloon Retail, but plans to offer services to other companies within Tuesday, September 1-2 12, years. 2006

Source: The Economic Times 8. Mary Kay gets clearance to begin operations in India US direct selling cosmetics company Mary Kay was given the go ahead from the Foreign Investment Promotion Board (FIPB) to manufacture and retail its products. The company has been permitted to set up a joint venture with an Indian Tuesday, company holding 49% of the stake 12, in the company. 2006

September

Source: The Economic Times 9. Pantaloon strives to differentiate itself by its Indian-ness In an interview with The Economic Times, Kishore Biyani, MD Pantaloon Retail (Future Group) said that Indian-ness is the core value that drives his company. Understanding the Indian consumer and how they spend is what will
47

make Wednesday,

Pantaloon

different September

from

other 13,

companies. 2006

Source: The Economic Times

10. Godrej launches its new interiors line Godrej & Boyce Mfg Co Ltd launched its new home furnishings line called Godrej Interio. This new brand will sell all furniture and interior decorating requirements including office furniture solutions. In the future, the company will also cater to stadium seating, healthcare and hospitality furniture as well as those Wednesday, for September corporate 13, showrooms. 2006

Source: The Hindu Business Line 11. Retail rentals head skywards Rentals for real estate properties are continuing to increase while property prices have stabilized somewhat. At the recently concluded India Retail Forum, developers and retailers brought up several key issues between them. According to Arvind Singhal, Chairman of KSA Technopak, lease rentals ideally should be 6-8% of sales for a retailer, in many cases it is 12-18% and even higher, which would keep margins under pressure. Yogesh Samant, CEO of Inorbit Mall, said that while real estate prices have been weakening, he does not see any corresponding weakening in lease rentals.
48

According to Andrew Levermore, CEO of HyperCITY, retailers especially anchor tenants should not pay more as, In India, the ratio of lease rental for anchor tenant to the smallest boutique store is 3:9. In developed markets, it is 1:10. In South Africa, instead of paying lease rentals, good anchor tenants were paid to occupy place at malls. We 13, bring footfalls. 2006

Wednesday,

September

Source: Daily News & Analysis 12. Delhi the next global shopping destination According to a study conducted by the Confederation of Indian Industries (CII), Delhi has the perfect conditions and resources to become the next global shopping destination. Crediting the citys history of confluence of trade from across the world, Delhi earned Rs. 65 billion from retail alone, from a total of Rs. 110 billion earned by the Government of Delhi. Delhi families spend an average of Rs. 210,000, with more than 40% going towards food, clothes and entertainment, and save Rs. 50,000 each year. The city currently has over 250,000 retail outlets of which 98% are part of the unorganized sector, with 100,000 of these being street vendors. Once organized the Delhi market can become a formidable 13, market. 2006

Wednesday,

September

Source: The Hindu Business Line 13. Global brands all heading for India While the retail sector in India is just taking off, the country has been an outsourcing hub for some of the worlds leading brands for almost a decade.

49

After Wal-Mart, Carrefour and Tesco stocking their shelves with Indian made products, now Steve and Barrys is also purchasing 35% of its items from India. The key specialties for Indian made products are home textiles, furnishing and healthcare. Wal-Mart increased its buying from $300 million to $1.2 billion, Tesco plans to purchase textiles and household merchandise worth 100 million and Benetton sources 98% of its merchandise for its Indian stores from Indian companies. Wednesday, Source: NDTV Profit 14. Shagun Wedding Mall plans new stores Kolkata based Shagun Wedding Mall announced that the company plans to open 3 wedding malls in the country, one each in the north, south and west, with an investment of Rs. 150 million each. The new malls are expected to open in 2008-2009. At present the company is only focusing on the urban market. Wednesday, Source: Business Standard 15. Pantaloon to set up a mega discount chain store Pantaloon Retail will be unveiling a new chain called Brand Factory, which will be a mega discount chain store focusing on branded fashion with factory discount prices. The first of these stores will be in Bangalore and Hyderabad, with sizes varying from 60,000 to 100,000 14, sq ft in space. 2006 September 13, 2006 September 13, 2006

Thursday,

September

Source: The Economic Times

50

16. Birla Groups hiring spree The Birla Groups expected foray in the retail sector is already making waves due to their hiring 6 key executives from Shoppers Stop. Two key players, Shoppers Stop HR head Vijay Kashyap and Property head Sanjay Badhe had joined the Birla Group earlier and now 6-7 middle-level executives have also switched over. The Birla Group is reportedly also looking to Food Bazaar for talent from where two senior executives have already moved to the Birla Group. Another high profile executive that has joined the company is Pankaj Katiyal who has moved from Reliance, where he looked after the filling stations division. Thursday, September 14, 2006

Source: The Economic Times 17. Trinethra launches its operations in Kerala South Indias fastest growing food and grocery retail chain, Trinethra Super Retail Ltd. (TSRL) opened its first store, a Fabmall in Kerala at Fort Cochin. The company will also be opening 5 additional stores in the city and suburbs in the next few days. Trinethra currently has 130 outlets and plans to reach 200 by expanding in Andhra Pradesh, Chennai and Karnataka. Trinethras annual sales were over Rs. 2.4 billion and a turnover of Rs. 1.7 billion. The company plans to invest Rs. 1 billion over the next two years towards its expansion plans. The company has carved a niche for itself in the market by creating a right mix of quality, affordability and convenience in an enjoyable and comfortable setting.

51

Thursday,

September

14,

2006

Source: The Hindu Business Line 18. Delhi plans its first city-wide shopping festival Delhi will have its very first city wide shopping festival this Diwali. Being organized by Thyme, the Delhi Diwali Shopping Festival (DDSF) will cover 20 shopping centers and 10 malls in the NCR area from September 21 to October 21 this year. Besides shopping highlights, there will also be events such as performances by Jigjig Singh and Indian Ocean, fashion shows, a jewelry festival, Thursday, Source: Business Standard 19. Retail expansion plans increasing stock prices Indian retail companies expansion plans and joint ventures have been increasing their stock prices each month. Stock prices of Pantaloon Retail, Prologue India, Trent, Pyramid Retail, and Shoppers Stop have all increased in the past few months. According to Prate Deal, Analyst (Retail) with Embay Share and Stock Brokers, "Investment in the retail sector will hold well in the long run. The sector is all set to attract fresh investments in the next few years. Investors should wait for the appropriate moment to invest in these stocks. Let the Thursday, stocks undergo September some 14, correction." 2006 food September exhibition 14, etc. 2006

Source: The Hindu Business Line 20. Koreas to set up exclusive retail outlets

52

Koreas (India) announced that it will be setting up its own retail outlets to sell its office products. The first store will be in Mumbai and then to other metros and non-metros by March 2007. A K Gag, vice president for marketing and sales said that the company plans to reach a turnover of Rs. 6.7 billion by March 2007 and Rs. 10 billion by 2008-2009.

Thursday, September 14, 2006

21. Diageo to launch its wine in India The worlds largest liquor company, Diageo will soon be bringing its wine brands to the Indian market. The company has tied up with Flemingo Dutyfree, India Tourism Development Corporation (ITDC), Brind Co and some others to sell wine at duty free shops and to foreign embassies, and will extend these tie ups to retail its wine to the 14, general market. 2006

Thursday, Source: Business Standard

September

22. Carrefour all set to enter Indian market According to industry sources, the worlds second largest retailer, Carrefour is all set to enter the Indian market after a franchising tie up with the Dubai based Landmark Group. The new venture will set up hypermarkets to sell food and groceries, apparel and electronics. Although there is no confirmation on the finalization of the deal from either company, Landmarks Director H Ramnathan Thursday, Source: CNN-IBN
53

said

that

the

companies

were

still 14,

conducting

talks. 2006

September

23. Retailers rush to set up stores at new Bangalore airport Several multinational companies such as the Nuance Group, DFS Group, Alpha Airports Group, Dufry Group and Gebr Heinemann are lining up to operated stores and other retail services at Bangalores new international airport. Domestic retailers such as Shoppers Stop and Pantaloon and other companies like the Oberoi Group are also showing keen interest in the venture. India Tourism Development Corporation (ITDC), the government run organization that runs duty-free shops at most airports is not on the list as it has not qualified. Arianta is another major company that has not made the grade. The Bangalore International Airport (BIAL) met bidders at a meeting on Thursday and has short-listed potential bidders into five sets, including food retail Friday, and September retail 15, facilities. 2006

Source: The Economic Times 24. McDonaldss plans expansion in south At the opening of its 94th restaurant (the third one for Bangalore), Amit Jatia MD and Joint Venture Partner of McDonalds India (West and South) announced that it will be investing Rs. 3-4 billion over the next three years to open 100-125 restaurants, focusing on south India. The company will be focusing initially on Bangalore and Hyderabad and then branching out to other cities Friday, in September the 15, region. 2006

Source: The Hindu Business Line

54

25. Van Heusen introduces two new lines Van Heusen introduced two new lines of clothing, Van Heusen Woman, which includes clothes for both formal and social occasions and V. (pronounced V dot) which will cater to the younger man with trendy outfits. At the launch, Hemchandra Javeri, President Madura Garments said, "These two launches are significant milestones for Van Heusen, signifying the evolution from being a formal men's wear brand to a mega brand with many facets to it. We have always been looking to expand Van Heusen's persona with new categories and these Friday, two innovations are logical extensions 15, of the brand." 2006

September

Source: The Hindu Business Line 26. Dominos opens in Jaipur Dominos Pizza India Ltd. announced that it had opened its first store in Jaipur. The store covers 1,150 sq ft in space including seating space for 40 customers at the store. The company currently has over 120 stores in 31 cities in India. Friday, September 15, 2006

Source: Business Standard 27. Lifestyle products business poised for growth The $1 billion leader in healthy lifestyle products, OSIM is upbeat about the growth of health related lifestyle products in India. At the launch of its first store in Gujarat, Shaily Grover, MD of OSIM India highlighted the need for massage related products as the fast paced lifestyle becoming part of the culture. The company currently has 45 stores in India, of which 10 are exclusive

55

showrooms, is planning to increase the number to 70 in the next two-three years. Friday, September 15, 2006

Source: The Hindu Business Line 28. S Kumars bidding for US home furnishings company S Kumars is bidding $100-120 million (Rs. 97.5-119.2 million) for San Francisco based America Pacific, one of the largest US home furnishings manufacturing and distribution firm. America Pacific specializes in supplying bed, bath and window products to companies such as Nautica, Dockers and Liz Clairborne. The company also manufactures home linen under its own name, which accounts for 4-5% of its total business. S Kumars CEO Nitin Kasliwal did not comment on the impending deal although other sources have confirmed that the company has already completed the first round of due diligence. American Pacific already has offices in China, India, Friday, Pakistan and Turkey dealing 15, with sourcing. 2006

September

Source: The Economic Times 29. The success of hypermarkets in India Hypermarkets are emerging as the preferred format for most retailers due to their high growth rates and market buzz. India has only 25 hypermarkets at present, although all major domestic retailers are either already in the segment or will soon be getting into it.

56

According to Andrew Levermore, CEO of HyperCITY, price is still one of the most important issues that bring people to the store. He adds, "Unless your prices are the best, especially in the food and groceries (F&G) segment, there's little point." A relatively new entrant to the supermarket and convenience store chain, Piramyd has started Trumart which offers prices that match hypermarkets and kirana stores along with additional services like free home delivery. Beyond having the right price, it is the product that makes all the difference, and in hypermarkets while the margins in food and grocery are usually quite unattractive, the stores offer a mix of general merchandise and food to balance it out. Most hypermarkets abroad too still make the bulk of their earnings on non-food Friday, Source: Rediff Money 30. Tommy Hilfiger upbeat on Indian retail market Tommy Hilfiger which entered the Indian market through a joint venture between Arvind Mills and the Murjani Group called the Arvind Murjani Group plans to have a presence in seven cities with a total of nine stores and increase this to twenty stores within two years. Shailesh Chaturvedi, CEO of Arvind Murjani Brands said that the company was keen to expand stores in cities they are already located in as well as opening 15, in new cities. 2006 September 15, items. 2006

Friday, Source: NDTV Profit

September

31. Planet M judged best leisure retailer

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Bennett & Colemans music and entertainment division, Planet M has been awarded Retailer of the Year as the best leisure retailer at the India Retail Awards. Saturday, Planet M has won this award for 16, the second time. 2006

September

Source: The Times of India 32. Anil Ambanis ADAG likely to invest in retail According to sources, the Reliance-Anil Dhirubhai Ambani Group (R-ADAG) will be investing in one of the countrys leading retail chains. The talk is that the company is none other than Pantaloon, which had earlier announced it would be raising Rs. 5 billion by selling 24% of its stake in Home Solutions, Central Mall, Future Media and Future Logistics. Saturday, September 16, 2006

Source: Daily News & Analysis 33. Reliance Retail places bulk orders for garments Reliance Retail has placed bulk orders with several garment manufactures in Ahmedabad to meet the anticipated supply for the Diwali rush. According to Sunil Gandhi, president of the Gujarat Garment Manufacturers Association, They want us to supply 40,000 pieces every day from Ahmedabad. But currently all manufacturers are busy with other jobs till Diwali. We can start garment production exclusively for RIL only after Diwali. Reliance plans to open 35 outlets in Ahmedabad city as part of its mega launch of over 1,500 retail stores across the country. Most manufacturers are already

58

working overtime to meet earlier orders, and are waiting to see it Reliance improves its price offer. Saturday, September 16, 2006

Source: Daily News & Analysis. Reliance Fresh and Subhiksha - Retail Stores or Supermarkets in India -A Review

Reliance Fresh and Subhiksha have opened up retail supermarkets selling fruits and vegetables in major cities of India. Recently, Bharti has tied up with Wallmart to open up supermarkets in India. This post is about supermarkets in India and their long term effects.

A few days ago, I visited the local Reliance Fresh supermarket that had just opened in my Delhi neighbourhood and this is what I observed 1. Range of Products - Regular vegetables, fruits, Reliances' own brands of packed pulses, Maggi products and Pepsi.

2. Prices - The price was marked in paisas just like at American stores. For example - Potatoes were priced at 5.90 per kg while onions were 15.90 per kg. Yeah right, what difference does 10p make?

3. Comparable Cost - The rate of vegetables like onions and potatoes were 10p less than that of local vegetable sellers. The rate of other products were however much higher than they should have been. Seems like Reliance Fresh applied the same strategy that McDonalds uses to attract customers - ice cream for Rs. 7 and Cola for Rs. 20.

4. Customer Service - The staff in red shirts were mainly checking to see if people were shoplifting and did'nt seem to know much about the products or company. The guards kept yelling at everyone to have their bags checked
59

before

leaving.

5. Checking Out - There was a long queue that moved very slowly. VAT or value added tax was added to the bill which increased the cost of the vegetables justbought 6. Parking - Absolutely zero parking. The guard was yelling at local rickshaw pullers to move away from the entrance.

7. Customers - were middle class folk from my apartment block. They kept touching and turning around each vegetable before selecting them just like they do at the regular vegetable sellers. This looked really out of place and added to ahugecrowd.

What

is

the

future

for

retail

supermarkets

in

India

Well, Superbazaar was a government supermarket in the 1980's that closed down because of financial irregularities by employees and a lack of customers. Here's why I think Reliance Fresh and Subhiksha will go the same way -

1. Operating costs are too high - Rent for shops at prime areas, salaries of atleast 15 people at each store, refrigeration, transport, electricity, advertising and losses through shoplifting have to be accounted for. The profits earned through sales will be barely enough to recover costs.

2. Indians are too cheap and thrifty - Most customers won't take the bait of cheap potatoes. They would rather buy one kg of potatoes from Reliance and other products from whichever vegetable seller or retail store is cheaper.

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3. Indians like to bargain and bully - Bargaining and getting freebies like chilli or coriander is not allowed at supermarkets like Reliance Fresh or Subhiksha.

4. Type of Products - The potatoes and onions on sale were of a small size. Some vegetables looked like they had been sprayed with something to make them shiny and attractive. People usually don't buy processed foods like jam, sauces, cheese, noodles etc. because ' yeh cheez pet main jum jaata hain'. (harmful as it is not easily digestible)

5. Vegetables are not changed everday and are refrigerated at night. People are aware that the food is not as 'fresh' as that of the local vegetable seller.

6. Most Indians like to shop in privacy, so that 'nazar' or evil eye does not fall on the goods they buy. This, I think is the main reason why a majority of the crowd at Reliance Fresh is just looking around and not buying much. (like me)

Effects

of

Retail

Supermarkets

Like

Reliance

Fresh

- It may put small vegetable sellers and retail stores out of business. I bet even Reliance does not want this because sales of more costly Reliance products like cellphones, Vimal clothes etc. will suffer.

- Farmers are supposed to earn more as Reliance will buy directly from them instead of the mandi or wholesaler. Knowing the kind of cheats the Ambanis and Reliance are, I seriously doubt they will give the farmer a good price for

61

their produce. Probably, just a rupee or so more so that the wholesalers lose the good vegetables.

- The government will benefit because vegetables will now be taxed.

The initial days saw a huge rush as people came to see what Reliance Fresh was all about after recieving pretty invitations and shopping card offers from the company. A few weeks later the crowd has thinned out. The companies are declaring 'huge profits' but I doubt if they can maintain the momentum in the long run.

Have you shopped at Reliance Fresh or Subhiksha ? Do you prefer the local vegetable seller ?

RELIANCE FRESH
How to take out money out of every pocket is best known to Reliance people. Hamm. We have seen agitations against Reliance Fresh at Ranchi, Indore and other places. Red is readying bill to limit number of such malls in every city. But what remains fact, air-conditioned sabzi mandi of Reliance offers value to customers. Isnt it great? Let is check in to check out. Few eat to live and few live to eat. Whateveraloo (potato) and pyaz (onion) of Reliance Fresh are the most economical compared to traditional markets. In the morning i purchased aloo at Rs 13 per Kg from local market, bargained to have 2 Kg aloo at Rs 25 and in the evening I stocked aloo .Hey baigan is
62

brinjal, bhendi is lady finger, kela is banana but what do you call for bhopla, shimla mirchi, chiku, methi, palak, pudina, shepu ki sabzi, and so on. We have one more reason to visit Reliance Fresh improve our Hinglish. We can see rate board of all items along with their names. Variety under one roof: You will have to run to various vendors for sabzi, fruits, bakery, kirana and your daily needs. But everything is packed under one roof at Reliance Fresh. I have read few complaints about freshness of items but you will hardly get any sabzi on Sunday evening. Sab bik jata hai. One should differentiate transportation damages to decayed items. Weigh-n-pack: Mix-n-match is in fashion so what should be for vegetables? I guess it should be weigh-n-pack. Weighing machines makes your job easy. But it hardly matters as you can buy 713 gm of pineapple and pay for what you are getting.Plastic bags rolls placed suitably. If you are going to buy 3-4 sabzis, all you have to do is take out a length of plastic bag roll and tear it of appropriately. Offers: Few items are very economical at Reliance Fresh but toothpaste is sold on MRP only. Recently there was offer on dahi (curd). One could buy @ Rs 3/which is otherwise Rs 15/-, isnt that cost saving Reliance One Card: You can get free membership card. You will get some rewards on your purchases. So buy more and get more points. You need to fill up form and be rest assured that your mobile number is thrown open to credit card offers and insurance companies. So be careful of this card.

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Pay by Card: Talks of micro-payment are good in magazines only but I have not seen any vegetable vendor with card processing unit on his vegetable cart. Here one can pay by plastic. Am I on the payroll of RIL? Why I am giving niceties about RIL? Well I would love to get invitation on board. Ha ha ha customer on RIL board nice idea! Everything is good with Reliance but thing I hate is high payment processing time. You spend 30-45 minutes picking your sabzis and wait 30 minutes in a queue. Isnt it nasty? Bolo kitna hua (How much total) and roadside vegetable vendor comes with a sum as if he is mathematician. Will RFID, instant billing etc. reduce the payment processing time, need to give a thought. Growth through value creation is excellent but we miss bargains? Bina bargain ka bazaar thode hi hota hai?

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CHAPTER-3 Research methodology

Problem Definition: Identify the factors that influence customer their purchases decisions about grocery items in a reliance fresh store in jaipur.

Purpose of Research:To identify the factors which determinates the customer purchases decisions in reliance fresh store in jaipur..

Variable:Parking facility Sales man behavior Atmosphere Product Varity Product quality
65

Promotion scheme External design Internal design

Research Design: Descriptive: To find out nature of impact and their characteristic which determinates the purchase decisions in reliance fresh store jaipur.?

Sampling Design: Population:

Customers who come in reliance fresh store in jaipur.

Sampling Method:

Non-Probability

Convenience Sampling

Sample Size:

50 customers who come reliance fresh store in jaipur.

Data Collection:66

Instrument: Questionnaire Method:

Most of the primary data are collected through direct personal

interview with the use of structured question.Secondary data are taken from the net and magazine and news paper.

Limitation of the research

The study was restricted to Jaipur city only, so it was difficult to generalize the interpretations would be make out of the findings. Limited knowledge of the researcher in the field of research may lead to interpretation errors. The research was based on primary collection of data through Structured Schedule, so there may be chances of human error and biasness. The research was dependant on the information provided by the respondents who were very reluctant in providing right information and often provides carelessly and results are drawn out by only these information. So, sometimes all effort might fail to find the right result. As associated with every project, time and money were the major limitations with project. The conclusions arrived at, are based on a very less experience of the researcher in this field.

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CHEPTER -4
S.No.

Data tabulation
man Atmosphere Product Variety 5 4 5 5 4 5 5 1 5 4 5 4 5 4 4 3 4 4 4 2 5 4 behavior

Parking facility Sales

1. 2 3 4 5 6 7 8 9 10 11

1 1 1 1 1 2 2 2 3 3 2

4 5 3 4 5 4 5 4 4 5 2

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12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

2 1 2 1 3 3 2 1 2 2 1 2 3 3 1 2 2 2

4 5 5 4 5 4 3 4 2 5 4 5 4 5 4 5 5 5

3 4 5 2 5 4 5 4 1 5 4 5 4 2 3 5 4 4

5 3 3 5 4 5 4 3 4 4 5 4 5 3 5 2 5 1

69

30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47

2 3 1 2 3 1 2 2 3 2 1 1 2 3 2 1 2 2

4 3 4 5 4 5 4 5 5 4 2 3 4 5 5 4 5 4

3 5 2 3 5 5 4 5 4 3 5 2 5 1 5 3 5 3

4 5 4 3 4 5 5 4 5 5 4 1 4 5 4 5 4 2

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48 49 50

2 2 1

4 5 4

5 4 3

4 5 4

S.NO.

External design

Internal design 4 3 5 4 5 4 5 4 5 4 2 4

Quality product 5 3 5 2 3 5 4 3 5 3 2 5

Promotion scheme 5 5 4 3 4 4 3 5 4 4 3 4

1. 2. 3. 4. 5. 6. 7. 8. 9 10. 11. 12.

5 5 4 2 4 5 2 5 4 3 3 5

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13. 14. 15. 16. 17. 18 19. 20 21. 22. 23. 24. 25. 26. 27. 28. 29. 30.

4 2 4 3 4 3 5 4 5 2 5 4 5 4 2 5 4 3

3 1 3 4 3 4 5 3 5 4 3 5 4 3 2 2 5 3

4 5 3 5 5 4 3 5 4 5 3 5 4 5 4 2 4 5

2 4 5 1 2 5 4 5 5 4 4 3 5 5 4 5 5 3

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31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48.

5 5 5 4 5 4 2 4 3 5 4 1 4 2 4 2 5 5

4 2 4 5 4 5 4 5 4 4 5 4 5 2 4 5 2 4

3 5 4 5 4 2 5 4 5 3 5 3 5 2 4 4 1 3

5 1 5 4 5 5 4 5 2 5 3 5 2 4 5 4 3 5

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49. 50

4 1

5 4

4 3

5 4

Table-1 Variable Very good 5 Parking facility Sales behavior Atmosphere Product Variety 22 18 13 22 8 5 4 3 3 2 0 0 24 Good 4 8 4 Average 3 23 3 Bad 2 19 _ Very bad 1

man 19

Table-2

Variable

Always 5

Many time 4

Average 3

Some time 2

Never 1

74

Quality product Promotion scheme

of 17 17 7 6 3

15

20

Table -3

Variable

Amazing

Beautiful

Average

Not amazing

Bad

5 External design Internal design 21 18

4 13

3 13

2 5

1 1

16

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CHEPTER-5

Findings
Gender:58% Customer are Male 42% Customer are Female Age :23% Respondent are below 20 47% Respondent are 21-40 years 23% Respondent are 41-60 7% Respondent are Above 60 Years. Major Question:1. Parking facility

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0% Respondent think about the parking facility of reliance fresh is Very good. 0% Respondent think about the parking facility of reliance fresh is Good. 16% Respondent think about the parking facility of reliance fresh is Average 46% Respondent think about the parking facility of reliance fresh is Bad. 38% Respondent think about the parking facility of reliance fresh is Very Bad. 2. Sales man behavior

38% Respondent think about the sales man behavior is Very Good. 48% Respondent think about the sales man behavior is Good. 8% Respondent think about the sales man behavior is Average. 6% Respondent think about the sales man behavior is Bad.

3. Atmosphere

44% Respondent think about the atmosphere is Very Good. 26% Respondent think about the atmosphere is Good. 16% Respondent think about the atmosphere is Average. 8% Respondent think about the atmosphere is Bad. 6% Respondent think about the atmosphere is Very Bad.

4. Product variety

36% Respondent think about the product variety is Very Good.

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44% Respondent think that Product Variety is Good. 10% Respondent think that Product Variety is Average. 6% Respondent think that Product Variety is Bad.. 4% Respondent think that Product Variety is Very Bad. Table-2 5. Quality of product 34% Respondent purchases always quality of product. 34% Respondent purchases many time quality of product. 14% Respondent purchases average quality of product. 12% Respondent purchases some time. 6% Respondent purchases never quality of product 6. Promotion scheme 30% Respondent always preferred to promotion scheme. 40% Respondent many time preferred to promotion scheme. 16% Respondent average preferred to promotion scheme. 12% Respondent some time preferred to promotion scheme. 2% Respondent never preferred to promotion scheme.

Table -3 7. External design 36% Respondent think about the external design of reliance fresh is amazing.
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26% Respondent think about the external design of reliance fresh is beautiful. 26% Respondent think about the external design of reliance fresh is average. 10% Respondent think about the external design of reliance fresh is not amazing. 2% Respondent think about the external design of reliance fresh is bad.

8. Internal design 42% Respondent think about the internal design of reliance fresh is amazing 32% Respondent think about the internal design of reliance fresh is beautiful. 14% Respondent think about the internal design of reliance fresh is average. 8% Respondent think about the internal design of reliance fresh amazing 4% Respondent think about the internal design of reliance fresh is bad.

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Chapter-6 Conclusion
This project is based on customer survey in reliance fresh in jaipur.This survey is based on 50 respondent feedback. All questionnaires are depending on variable. According to customer survey reliance fresh is very good except some things reliance fresh store. After tabulation, data analysis & findings following conclusions are drawn.. Parking facility is very bad in reliance fresh because some people are so much angry from parking facility in reliance fresh store. Salesman behavior is so much good in reliance fresh and people are so much satisfied from salesman behavior in reliance fresh its play a very big role in success of reliance fresh store. Atmosphere is also so much good in reliance fresh &people are satisfied from atmosphere in reliance fresh store.
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Mostly customers are like young girl & boy as a frontline employee in reliance fresh & customer are happy from frontline employee in reliance fresh store. Mostly customers are go to for quality product in reliance fresh & customers are satisfied from quality product in reliance fresh store. Mostly customers are affected from sales promotion scheme in reliance fresh but some customer are not satisfied from sales promotion scheme in reliance fresh store. According to survey customers are found product variety average time in reliance fresh they do not find always product variety in reliance fresh store.

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CHEPTER-7 Recommendation
Location of a store is important consideration while deciding to visit it and hence a store should be located in a area in which it gets maximum footfalls, it should be at a place easily accessible via public transport system. The infrastructure should be bright so that a lively atmosphere is created in the store. Parking facility is a very important as parking would determine the entry of a shopper into the store. Lay out of a retail store should be altercative and should be such all stores get an equal view to the customer. Extra facilities do effect to customers at a shopping mall so extra facility like gaming zones, coffee house, food court etc should be make available for the customers. External design should be better in reliance fresh store. Parking facility should be better in reliance fresh because parking play a bigger role in any retail store. Quality product should provide in better way.

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To increase promotion scheme should be more in reliance fresh because still lot of competitor are survive in the market so capture the target market these things are play a big role. Product variety should provide always for customers in reliance fresh store.

AnnexureIdentify factors that influence customer their purchese decisions about grocery items in a reliance fresh store in Jaipur.

QUESTIONARIE
1. Personal Detail :A. Name of Respondent B. Place of Observation . C. Date D. Time ....

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E. Gender (a)Male F. Age:(a) 1-20 (c) 41-60 G. Where do you belong from ? (a) Rural (b) Urban Ver y Good= 5 Bad =2 Good = 4 Average =3 ( ) (b) 21-40 (d) More than 60 ( ) (b) Female ( )

Very Bad =1

S.NO.

Variable

Very Good Good

Average

Very Bad Bad

1.

Parking Facility

Sales

man

84

behavior
3

Atmosphere

4.

Product Variety

Always=5 Sometime =2

Many time =4 Never =1

Average=3

S.NO Variable

Always

Many time

Average

Some time

Never

1.

Product quality

2.

Promotion scheme

85

Amazing=5 Not amazing =2

Beautiful=4 Bad=1

Average=3

Table -3

Variable

Amazing

Beautiful

Average

Not amazing

Bad

External design Internal design

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Bibliography

Kothari, C.R, Research Methodology, New Delhi, New Age International Publishers, second Revised Edition: 2004. Kotler, Philip, Marketing Pearson Publishers, New Delhi. Magazines and Journals Business Today

Websites www.wikipedia.com www.economictimes.com www.google.com www.reliance fresh.com

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