In Arambagh Food Mart

In Bolpur Super Market

A Study Paper Submitted Towards the Partial
Fulfillment of 3 Year
BBA(H)Course Under West Bengal University
of Technology
 Paper Submitted By: Avik Mandal,
 BBA (H) 3rd Year (6th Sem),

 Roll no: 16350061022

 Reg No: 163205021001 of 2006-07

 Bengal Institute of Technology & Management,
Santiniketan
  Acknowledgement
I am thankful to all the people who were patient enough to
share their valued time and provided their valuable
perception about the topic & to all the employees of
ARAMBAGH Food Mart who co-operated throughout my
market survey.
 I am also thankful to Prof. A. K. Baksi, Assistant

Professor, Department of Management, BITM,

Santiniketan, without whom this project work would not
have been completed.
I would also like to thank Dr. M. K. Shome, H.O.D,
Department of Management , BITM, and Santiniketan for
allowing me to do the project
 Objectives of The Study

My objective is,
Consumers’ perception about buying products from
ARAMBAGH Food Mart In Bolpur Super Market.
Scope of this project:
1. It will give information to prospective
customers.
2. It will help us gain independent
knowledge about the customer
perception of the outlet(Arambagh Food
Mart).
3. The study can help the companies get
additional research information.
4. It facilitates evaluation of brand name
& customer satisfaction.
 INDIAN RETAIL SCENARIO
 India ranks 1st for top international destination
for retail investment.
 U.S $ 350 billion retail market.
 96% market share is held by 12 million
family run shops.
 4th largest economy in purchasing parity terms
after US , china & Japan.
 Retail sector will grow 35% in 2008.
Company Profile
 Arambagh’s Food mart was started in the year
2000, in the concept of convenience stores of
average 600-1000 sqft area .
 USP of the shop is good quality, below MRP
price and location convenience.
 It has a market share of around 30% in
organized retail in Kolkata.
 All the shops are managed by the company .
 Organizational Profile
 The foundation stone of Arambagh Hatcheries Limited was
laid by Late Balai Krishna Roy in 1973 .
 At present the company’s turnover has reached to rupees two
billions.
 Arambagh's chicken the most popular branded chicken in
eastern India, sold raw, fresh, ready-to-cook, and, ready-to-eat
items, through over 150 retail outlets to direct consumers.
 The immensely popular Arambagh's Foodmart, 25
convenience stores is one step ahead with over 6000 SKUs
catering to wide requirements of consumers.
 CONSUMER PURCHASE
BEHAVIOR
 FACTORS INFLUENCING CONSUMER
BUYING PROCESS
Hierarchy of needs
Purchase Decision Process
METHODOLOGY OF STUDY
Procedure:
The procedure that was followed enlisted
below:
1. Studying the product
2. Decision on objective needed to be work on.
3. Developing Survey instruments
4. Getting questionnaire filled through
interacting with different Persons who visits
Arambagh
5. Finally analyzing the data of various areas
and trying to study about various influence
factors.
Data Analysis & Findings
Q.1 Familiarity of the people with the brand name
‘ARAMBAGH’
50

40

30

20

10

0
Yes No

 Findings: The above figure shows that every person

(100%) is familiar to the brand name
‘ARAMBAGH’.
 Q.2 The type of identity familiar to people:

25

20

15

10

0
Chicken item seller Food Mart Both
 Findings: Above figure shows that 11(22%) people know
ARAMBAGH as a chicken item seller, 24(48%) people know
as a Food Mart. 15(30%) people says that they know
ARAMBAGH for both.
Q.3 Are the customers’ satisfied with the products
available here:
50

40

30

20

10

0
Yes No Can’t say

 Findings: 42(84%) person says that they are satisfied with

the product available here, 2(4%) persons says that they are’
not, & 6(12%) persons can’t say about that
 Q.4 The type of product people normally buys here:
30
25
20
15
10
5
0
FMCG Grocery Chicken All
product product Product

 Findings: Among the 50 person surveyed, 5(10%) person says that

they buy FMCG products here, 3(6%) person says they buy grocery
product, 13(26%) person says they buy chicken products, & 29(58%)
says that they buy all the items.
 Q.5 Price of the products available here:
35
30
25
20
15
10
5
0
High Low Average


Findings: 13(26%) people says that price of the products
available here is high, 3(6%) person says that it is low &
34(68%) person says it is average.
 Q.6 Quality of products available here:

35
30
25
20
15
10
5
0
Good Poor Satisfactory

 Findings: 32(64%) person says that quality of the goods is

good, 1(2%) person says that it is high & 17(34%) person
says that it is satisfactory.
 Q.7 Customer satisfaction level is:

30

25

20

15

10

0
good Poor Average

 Findings: 52 %(26) people says that customer satisfaction

level is good, 48%(24) people says it is average but nobody
says it is poor.
 Q.8 Does the customer get all of the required items
here:
35
30
25
20
15
10
5
0
Yes No

 Findings: 66% (33) people says that they found all the
required products here & 34%(17) says no.
 Q.9 The stock level of the items available here:
30

25

20

15

10

0
Good Bad Average

 Findings: 44 %(22) people says good about the stock level

of items & 56%(28) people says it is average.
 Q10 Does the customer get any kind of offers
/discounts on buying products:
40
35
30
25
20
15
10
5
0
Yes No

 Findings: 80% (40) people says that they get offers &
discounts on buying products here, & 20%(10) people says
no.
 Q.11 How much a customer buy on an average from
ARAMBAGH:
30

25

20

15

10

0
Below 500 500-1000 Above 1000

 Findings: The survey finds out that 40%(20) people buy less than 500
Rupees, 52%(26) people buys more than 500 but less than 1000 &
8%(4) people buy more than 1000 rupees.
 Q.12 How frequently does a customer visit the shop:

40
35
30
25
20
15
10
5
0
Once in a week Twice in a week More than twice

 Findings: 72%(36) people says that they visits the shop once in a
week, 20%(10) people says they visit twice in a week, 8%(4) people
says that they visit more than twice in a week.
 Q.13 Are the customer eager to return to the shop:

50

40

30

20

10

0
Yes No

 Findings: 100%(50) people is eager to return to this shop.

Q.14 Characteristics of ARAMBAGH which
are different from others:
 It is a departmental store offering items of
day to day use under a roof.
 It offers good quality of products in fair
price, in some cases, below the MRP, a
matchless balance between the both.
 It has a very good stock of products, & a
large no of alternatives.
 Products are aimed towards the middle
income group.
 Limitations
 Time was a limiting factor for the study in
addition to cost and coverage of survey area
which compelled to limit my survey.
 Conclusion
 After considering the graphical analysis we can draw
a conclusion that consumers are satisfied with the
ARAMBAGH Food Mart & they are eager to return
to the shop & want to buy products here. Price of the
products is very much competitive in the market but
in some cases it is much lower than the market price.
 For this reason we can say that ARAMBAGH Food
Mart in Bolpur Super Market is a shop offering every
type of FMCG, grocery product, chicken product &
other goods in a single roof. Consumers are very
much satisfied on buying products here.
Some other initiatives by Arambagh:

 In April’06 Arambagh has opened the

first of its coffee shop & restaurant
chain under the brand name Adda
Bites. The concept is unique in the city
– it is a blend of coffee shop and hang-
out place for young crowd as well as a
restaurant serving chinese and
continental foodAs the name suggests,
it is a place for ‘Adda’ or pass-time for
college and school groups and young
couples seeking solitude.
 The company started selling
processed chicken in 1997 and a
semi-automated processing plant
of 1000 birds/hour capacity was
set up in the year 2000 , expanded
to 5000 birds/hour capacity in
2004. Processed chicken is sold
through around 140 retail outlets
in and around West Bengal,
including exclusive chicken shops
and foodmart. The approximate
annual turnover of the chicken
division is Rs 170 million.
THANK YOU