Table of Content

SERIAL No. 1. TITLE PAGE No. 5-14

CHAPTER-1
Introduction to Indian Retail Indu tr!

CHAPTER-"
". $. Cla ification

15-1# 1%-"$

CHAPTER-$
Con u&er 'u!in( 'e)a*iour

CHAPTER- 4
4. +r(ani,ed * -nor(ani,ed Retail

"4-"5

CHAPTER- 5
5. .. Selection of t)e to0ic

".-"/ "#-$1

CHAPTER-.
Pur0o e and Si(nificance of t)e tud!

CHAPTER -/
/. #. %. Literature Re*ie2

$1-$4 $5-$. $/-4$

CHAPTER -#
Sa&0lin( de i(n

CHAPTER-%
3ata anal! i 4 Inter0retation

11. 11 1" 1$ 14

CHAPTER-11 Finding CHAPTER-11

Li&itation

44-45 4.-4/ 4#-51 51-54 55-5.

CHAPTER-1"
Conclu ion

CHAPTER- 1$
A00endice

CHAPTER-14
'iblio(ra0)!

CHAPTER 5 1 Introduction to Indian retail indu tr!

1. Introduction to Indian retail indu tr!6

2

The sea of change can pull customers in many directions. It is our responsibility to light the way and take care of them before the competition does. RETAILING Means e!tailing" to the customers so that they comeback. etailing consists of all acti#ities in#ol#ed in selling goods and ser#ices to consumers for their personal$ family$ or household use. It co#ers sales of goods ranging from automobiles to apparel and food products$ and ser#ices ranging from hair cutting to air tra#el and computer education. %ales of goods to intermediaries who resell to retailers or sales to manufacturers are not considered a retail acti#ity. The Indian retail story couldn&t ha#e been more different. India has appro' 12 million retail stores$ more than rest of the world put together. (ut the per capita s)uare feet area under retail is *ust 2 s).ft or +.2 s). meters with fragmented kirana stores being the predominant players. etailing in India has remained in the unorgani,ed sector and largely untouched by corporate. The first decade of modern retail in India has been characteri,ed by a shift from traditional channels to new formats including department stores$ hypermarkets$ supermarkets and specialty stores across a range of categories. Modern retail formats ha#e mushroomed in metros and mini!metros$ in the last few years modern retail has also established its presence in the second rung cities. Thus$ e'posing the residents of these cities to shopping options$ they ha#e ne#er e'perienced before. It has been forecasted that the share of modern retail will increase from 2 per cent currently$ to about 1-!2+ per cent o#er the ne't decade. To begin with$ retailers today will ha#e to support the
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large retail infrastructure in terms of Malls and %uperstores that are being created. The challenge for leading retailers shall therefore shift from di#erting demand to creating demand. /ith all the modern stores offering con#enience in terms of an assortment of products$ ambience$ ser#ice and inno#ati#e products$ the paradigm shall shift from competing with the kirana stores to an in!house demand creation. ele#ant e'periences from consumer goods companies$ which ha#e successfully crafted an e'plosion in demand in their sectors$ through inno#ation$ consumer dri#en strategies$ will be head runner. Times are changing. /ith the 012 at an all time high and income le#els shooting through the roof$ the a#erage Indian consumer has ne#er had it so good. The propensity to consume has reached peaks that had ne#er been scaled before. 3redit cards are flashed with disdain and shopping baskets are getting bigger all the time. 4ere are some factors that indicate the potential of retail in India5 6t 271 million$ one of the largest consuming base in the world$ forming 278 of the total population. 6 high spending community below 9- years comprises :1 percent of the population. 6 young population with -98 population below 2- years Increased literacy from 998 in 1;<- to 7+8 in 2++. Increase in working women from 1.. million in 1;<1 to 9.: million in 1;;:. The first decade of modern retail in India has been characteri,ed by a shift from traditional kirana shops to new formats including department stores$ hypermarkets$ supermarkets and specialty stores across a range of

categories. Modern retail formats ha#e mushroomed in metros and minimetros. In the last few years$ modern retail has also established its presence in the second!rung cities$ e'posing residents to shopping options like ne#er before. 4owe#er$ e#en as modern retailers garner share from traditional channels$ there is a larger role they would be re)uired to play in boosting consumption le#els.Figures suggest that the total turno#er of the sector is around lakh crores$ of which 9 percent is contributed by the organised sector. The retail sector in India is highly fragmented with organi,ed retail contributing to only 28 of total retail sales. The retail sector in de#eloped countries was also highly fragmented at the beginning of the last century but emergence of large chains like /all Mart$ %ears$ and Mc1onald=s led to rapid growth of organi,ed retail and growing consolidation of the retail industry in the de#eloped countries. >rgani,ed retail is growing rapidly and we see the emergence of large organi,ed retail chains like %hopper=s %top$ ?ifestyle$ and /estside. /e also find retail malls mushrooming all o#er the country. The opportunities in retail industry in India will increase since Indian retailing is on the threshold of a ma*or change. India retail industry is the largest industry in India$ with an employment of around :8 and contributing to o#er 1+8 of the country&s 012. etail industry in India is e'pected to rise 2-8 yearly being dri#en by strong income growth$ changing lifestyles$ and fa#orable demographic patterns. It is e'pected that by 2+1< modern retail industry in India will be worth @%A 17-! 2++ billion. India retail industry is one of the fastest growing industries s 1+

with re#enue e'pected in 2++7 to amount @%A .2+ billion and is increasing at a rate of -8 yearly. 6 further increase of 7!:8 is e'pected in the industry of retail in India by growth in consumerism in urban areas$ rising incomes$ and a steep rise in rural consumption. It has further been predicted that the retailing industry in India will amount to @%A 21.- billion by 2+1+ from the current si,e of @%A 7.- billion. %hopping in India ha#e witnessed a re#olution with the change in the consumer buying beha#ior and the whole format of shopping also altering. Industry of retail in India which ha#e become modern can be seen from the fact that there are multi! stored malls$ huge shopping centers$ and sprawling comple'es which offer food$ shopping$ and entertainment all under the same roof. India retail industry is e'panding itself most aggressi#ely$ as a result a great demand for real estate is being created. 1.1 Traditional Con*enience Store 6 Traditional con#enience stores are too well established in India than to be wiped out and besides there is uni)ueness in the traditional items that represent the sub!continent. The retail stores in India are essentially dominated by the unorgani,ed sector or traditional stores. Infact the traditional stores ha#e taken up ;: percent of the Indian retail market. Bow stores run by families are primarily food based and the set up is as Cirana or the &corner grocer& stores. (asically they pro#ide high ser#ice with low prices. If the stores are not food based then the type of retail items a#ailable are local in nature. The traditional family run con#enience stores can take pride in the fact that the Cirana is the most common outlet forms for the consumers. The tough
<

competition for con#enience stores are coming from organi,ed retail stores dealing in food items$ like5 6pna (a,aar 3anteen stores Food /orld %ubhiksha Food (a,aar Con*enience Store are open for long hours and is one of the formats of the Indian retail stores that cater to basic needs of the consumer. 6 good e'ample of such would be 3on#enio. These stores are found in both residential as well as commercial markets. The food products of traditional family run con#enience stores are comprised of branded as well as non!branded items. The benefits of family run con#enience stores is that they gi#e importance to5 2ersonal touch Facilities of credit Duick home deli#ery Bon!food based stock comprises of multiple and #arieties of local brands. The future of such stores as they face competition from organi,ed sector$ would depend on the following particulars5 2lace and capacity 1iligent area co#erage

 1isciplined work schedule Managing turno#er e#enue from assets

3ustomer ser#ice and satisfaction The traditional family run con#enience stores ser#es the purpose of the housewi#es who definitely wants to a#oid tra#eling long distances to purchase daily needs. The con#enience factor in terms of items$ among people in general can be highlighted as below5 0roceries Fruits 1rug %tore Becessary stationery 6s such traditional family run con#enience stores are here to stay and cannot be o#ersi,ed by the organi,ed retail sector besides$ it represents the #ariety of India.

1." Indian or(ani,ed retail &ar7et6 Indian organi,ed retail market is growing at a fast pace due to the boom in the India retail industry. In 2++-$ the retail industry in India amounted to s 1+$+++ billion accounting for about 1+8 to the country&s 012. The organi,ed retail market in India out of this total market accounted for s .-+ billion which is about ..-8 of the total re#enues.

etail market in the Indian organi,ed sector is e'pected to cross

s 1+++

billion by 2+1+. Traditionally the retail industry in India was largely unorgani,ed$ comprising of drug stores$ medium$ and small grocery stores. Most of the organi,ed retailing in India ha#e started recently and is concentrating mainly in metropolitan cities. The growth in the Indian organi,ed retail market is mainly due to the change in the consumers beha#ior. This change has come in the consumer due to increased income$ changing lifestyles$ and patterns of demography which are fa#orable. Bow the consumer wants to shop at a place where he can get food$ entertainment$ and shopping all under one roof. This has gi#en Indian organi,ed retail market a ma*or boost. etail market in the organi,ed sector in India is growing can be seen from the fact that 1-++ supermarkets$ .2- departmental stores$ and .++ new malls are being built. Many Indian companies are entering the Indian retail market which is gi#ing Indian organi,ed retail market a boost. >ne such company is the eliance Industries ?imited. It plans to in#est @%A < billion in the Indian retail market by opening 1+++ hypermarkets and 1-++ supermarkets. 2antaloons is another Indian company which plans to increase its retail space to .+ million s)uare feet with an in#estment of @%A 1 billion. (harti Telecoms an Indian company is in talks with Tesco a global giant for a E 7-+ million *oint #enture. 6 number of global retail giants such as /almart$ 3arrefour$ and Metro 60 are also planning to set up shop in India. Indian organi,ed retail market will definitely grow as a result of all this in#estments

Cla if!in( Indian retail6

;

F6GModern Format retailers 1G %upermarkets FFoodworldG 2G 4ypermarkets F(ig (a,aarG .G 1epartment %tores F%hoppers %topG 9G %pecialty 3hains FIkeaG -G 3ompany >wned 3ompany >perated F(2G

8'9Traditional :or&at Retailer 6 1G Ciranas5 Traditional Mom and 2op %tores 2G Ciosks .G %treet Markets 9G H'clusi#e IMultiple (rand >utlets
1+

8C9Lar(e Indian retailer 1. 4ypermarket 1G (ig (a,aar 2G 0iants 9G %tar II 1epartment store 1G ?ifestyle 2G 2antaloons .G 2iramyds III Hntertainment 1G Fame 6dlabs 2G Fun epublic 9G 2J

11

C)a0ter 5 " Cla ification of Indian retail ector

12

". Cla ification of Indian retail ector6

aG F>>1 HT6I?H % There are large number and #ariety of retailers in the food!retailing sector Traditional types of retailers$ who operate small single!outlet businesses mainly using family labour$ dominate this sector In comparison$ super markets account for a small proportion of food sales in India$ 4owe#er the growth rate of super market sales has being significant in recent years because greater numbers of higher income Indians prefer to shop at super markets due to higher standards of hygiene and attracti#e ambience. bG 4H6?T4 K (H6@TL 2 >1@3T% /ith growth in income le#els$ Indians ha#e started spending more on health and beauty products .4ere also small$ single!outlet retailers dominate the market .4owe#er in recent years$ a few retail chains speciali,ing in these products ha#e come into the market. 6lthough these retail chains account for only a small share of the total market their business is e'pected to grow significantly in the future due to the growing )uality consciousness of buyers for these products. 3G 3?>T4IB0 K F>>T/H6 Bumerous clothing and footwear shops in shopping centers and markets operate all o#er India. Traditional outlets stock a limited range of cheap and popular itemsM in contrast$ modern clothing and footwear stores ha#e modern products and attracti#e displays to lure customers. 4owe#er$ with rapid urbani,ation$ and changing patterns of consumer tastes and preferences$ it is unlikely that the traditional outlets will sur#i#e the test of time.
1.

1G 4>MH F@ BIT@ H K 4>@%H4>?1 0>>1% %mall retailers again dominate this sector. 1espite the large si,e of this market$ #ery few large and modern retailers ha#e established speciali,ed stores for these products. 4owe#er there is considerable potential for the entry or e'pansion of speciali,ed retail chains in the country. HG 1@ 6(?H 0>>1% The Indian durable goods sector has seen the entry of a large number of foreign companies during the post liberali,ation period. 6 greater #ariety of consumer electronic items and household appliances became a#ailable to the Indian customer. Intense competition among companies to sell their brands pro#ided a strong impetus to the growth for retailers doing business in this sector. FG ?HI%@ H K 2H %>B6? 0>>1% Increasing household incomes due to better economic opportunities ha#e encouraged consumer e'penditure on leisure and personal goods in the country. There are speciali,ed retailers for each category of products Fbooks$ music products$ etc.G in this sector. 6nother prominent feature of this sector is popularity of franchising agreements between established manufacturers and retailers. Today trend is the de#elopment of integrated retail cum Hntertainment centers or shopping malls. 6n increasing number of retailers are focusing on malls now as opposed to stand!alone de#elopments. /hile the number of shopping malls has seen a massi#e surge in the recent past in the metros and
19

their suburbs$ the latest trend in this sector is the increasing focus on pro#iding leisure acti#ities such as multiple'es$ facilities for kids& entertainment$ eateries etc. within the mall premises. 3ustomer less the time consumes and more entertainment with his family in malls because they within shopping mall number of retail shop and #ariety of products and selected the product they want. 0ood en#ironment in mall. ?ess crowed and These are enclosed$ air!conditioned$ multi!le#el malls of at least 1++$++ s) ft. 3ritical to these malls is the concept of the anchor$ the key outlet or store around which other outlets cluster. The most popular Indian anchors include %hoppers& %top$ 0lobus$ 2antaloon$ ?ifestyle and hypermarkets like (ig (a,aar and 0iant. 3inemas also often anchor malls. 1ri#en by the lucrati#e ta' breaks$ the old single screen theatres are being di#ided into three!fi#e smaller screens$ as was done in the @%$ years ago. H'ample for wa#e and 2J .

1-

C)a0ter 5 $ Con u&er be)a*ior and retailin( deci ion

1<

$. Con u&er be)a*ior and retailin( deci ion 6 3onsumer beha#ior refers to the mental and emotional process and the obser#able beha#ior of consumers during searching$ purchasing and post consumption of a product or ser#ice. 3onsumer beha#ior in#ol#es study of how people buy$ what they buy$ when they buy and why they buy. It blends the elements from psychology$ sociology$ sociopsychology$ anthropology and economics. It also tries to assess the influence on the consumer from groups such as family$ friends$ reference groups and society in general. (uyer beha#ior has two aspects5 the final purchase acti#ity #isible to any obser#er and the detailed or short decision process that may in#ol#e the interplay of a number of comple' #ariables not #isible to anyone.

Factors Affecting Consumer Buying Behavior

3onsumer buying beha#ior is influenced by the ma*or three factors5 %ocial Factors 2sychological Factors 2ersonal Factors.

A. %ocial Factors %ocial factors refer to forces that other people e'ert and which affect consumers= purchase beha#ior. These social factors can include culture and subculture$ roles and family$ social class and reference groups.
17

'. 2sychological Factors

These are internal to an indi#idual and generate forces within that influence herIhis purchase beha#ior. The ma*or forces include moti#es$ perception$ learning$ attitude and personality.

C. 2ersonal Factors These include those aspects that are uni)ue to a person and influence purchase beha#ior. These factors include demographic factors$ lifestyle$ and situational factors.

3onsumer decision!making process generally in#ol#es fi#e stages5 Information %earch 2roblem ecognition 2urchase 6ction 6lternati#e H#aluation Post purchase Actions

consumer 6ttribute affecting choice of format between organi,ed and unorgani,ed etail

1:

$.1 Retail outlet election and brand election6 There are three fundamental patterns$ which a consumer can follow and they could be5 FIG (rand first$ retail outlet second FiiG etail outlet first$ brand second
1;

FiiiG (rand and retail outlet simultaneously. 6 consumer wanting to buy a car may collect information on brands and purchase it from a retail outlet based on his perception of price offered or after sales ser#ice pro#ided by the outlet Ftypically$ search for information on brands is followed by retail outlet selection in durablesG. In certain product categories$ especially where Ncategory killers& e'ist$ consumers may think of the retail outlet initially and then the brands Ftele#ision$ refrigerator and audio products retailed through outlets like Ji#ek and 3o. in the %outh$ could be an e'ampleG. >ne more dimension may be to compare brands in the e#oked set at retail outlets which also e'ist in an e#oked set of their own. This is highly possible$ especially in the Indian conte't where dealers de#elop a social relationship with consumers$ especially in semi!urban and rural areas. 2rimary research could be used to disco#er the specific se)uence in#ol#ed in a situation of this kind. 6 Nbrand first& dimension may need feature!based ad#ertising and a Nretail outlet first& dimension may re)uire a set of point!of! purchase F2>2G materials and special training to sales personnel to recogni,e the needs of consumers. 'rand fir t and outlet econd5 The brand was probably thought of by the consumers because! FiG the consumers may not ha#e de#eloped a relationship with any retailer which is strong enough to get into the Ne#oked retail set& or FiiG the brand has got into the e#oked set because of ad#ertising or positi#e word of mouth. ?ocal ad#ertising with the mention of brand names which ha#e already got into the e#oked set would enable consumers to be Npulled& to the outlet. 2rimary research may be re)uired to identify the brands in the e#oked set.
2+

C)a0ter 5 4 +r(ani,ed * -nor(ani,ed Retail

4. +r(ani,ed * -nor(ani,ed Retail6

21

In the de#eloped economies$ organi,ed retail is in the range of 7-!:+ per cent of total retail$ whereas in de#eloping economies$ the unorgani,ed sector dominates the retail business. The share of organi,ed retail #aries widely from *ust one per cent in 2akistan and 9 per cent in India to .< per cent in (ra,il and -- per cent in Malaysia FTable 2.2G. Modern retail formats$ such as hypermarkets$ superstores$ supermarkets$ discount and con#enience stores are widely present in the de#eloped world$ whereas such forms of retail outlets ha#e only *ust begun to spread to de#eloping countries in recent years. In de#eloping countries$ the retailing business continues to be dominated by family!run neighbourhood shops and open markets. 6s a conse)uence$ wholesalers and distributors who carry products from industrial suppliers and agricultural producers to the independent family! owned shops and open markets remain a critical part of the supply chain in these countries.
Table "."6 S)are of +r(ani,ed Retail in Selected Countrie ; "11. Countr!Total Retail Sale 8-S< bn9 S)are of +r(ani,ed Retail 8=9

@%6 Oapan 3hina @nited Cingdom France 0ermany India

2$;:. 1$1:2 7:979.< 921 $""

:<< 2+ :+ :+ :+ 4

Source6 Planet Retail and Tec)no0a7 Ad*i er P*t. Ltd

22

C)a0ter - 5 Selection of To0ic

5. Selection of To0ic
2.

This research pro*ect >Study on changing consumer preferences towards Organised retailing from un-organised retailing (Delhi !oida"# is an attempt to find out the change in consumer=s purchasing beha#ior$ which is shifting towards organi,ed retailing like malls$ shopping comple'es etc from traditional kirana stores. /hy 1elhi and Boida5 The malls and shopping comple'es are building here at a high rate and a large number of population shifted towards this format of retailing so for my pro*ect 1elhi and Boida are the appropriate places to go for the research analysis.

29

C)a0ter 5 . Pur0o e and Si(nificance of t)e tud!

.. Pur0o e and Si(nificance of t)e tud!6

2-

>rgani,ed retail has started to spread its roots in the Indian market since past one decade and is gradually making mark among all sections of the society. This pro*ect report tries to e'plore the way organi,ed retail has dramatically changed not only the Indian traditional retailing structure by also the consumption beha#ior. The consumption beha#ior was e'amined with the help of a structured )uestionnaire. The results show that$ for consumers$ the shopping mall or #ariant of organi,ed retail format is the preferred type of retail store$ due to con#enience and #ariety. The Indian market has seen #ast changes in political$ economical and social en#ironment$ which has a great impact on consumption. /ith the Indian as well as international corporate entering into the Indian retail scenario the market has been di#ided between the traditional and the organi,ed sector. The Indian retail scenario is presently facing the similar situations as the mom and pop stores in the de#eloping nations faced at the emergence big bo' retailers. There are #arious issues that need to be addressed$ like what would be future patterns of consumption$ which formats of retail would be preferred by consumers and will the rise of organi,ed retail affect the traditional retailers. This study will contributes to the understanding that consumers and retailers in most cases ha#e different perceptions in relation to store image and shopping habits$ *ustifying the need for consumer marketing research$ which is important in helping retailers$ implement in a real marketing orientation. The study will e'amines the choice of format the consumer has when he or she decides to buy a particular product and also describes the de#elopment of organi,ed retail in the future$ focusing on aspects with potential effect on
2<

purchasing beha#ior among the consumers. The focus is on consumer e'pectations. The )uestions were formulated to capture the o#erall beha#ior of the consumers and with the help of the sur#ey )uestionnaire the analyses was done. 6n attempt has been made to e'plore the way organi,ed retail has dramatically changed not only the Indian traditional retailing structure but also the consumption beha#ior. To understand the impact and choice of retail format by the consumers a )uestionnaire will be used. Three )uestions were formulated in order to capture the o#erall purpose or ob*ecti#e of this section of the research5 1. 2. .. /hat are the most fa#ored retail attributes by consumers and how will 4ow are the con#entional and organi,ed retailers percei#edP /hat e'ternal forces influence the choice of consumers and how can they change in futureP

these forces be accounted for in futureP

27

C)a0ter 5 / Literature Re*ie2

/. Literature Re*ie26
2:

?at)e2 @o e0) and ?ani )a Gu0taASe0te&ber "11#6 The Indian retail sector is booming and moderni,ing rapidly in line with India=s economic growth. In this re#iew the author talked about the impact of organi,ed retailing on traditional retailing. /ith the increase in number of #arious formats for shopping like malls$ departmental stores$ hypermarkets etc the Indian consumer=s preferences are changing towards and that=s the reason foreign in#estors like the king of retail /al!Mart also came into the Indian retail ground in collaboration with (harti. There is a huge untapped market is present in India right now which contains a number of opportunities for retailers.

Sen-"1116 %tore Image and 3onsumer %hopping 4abits5 Indian 3onte't5 In India$ some empirical studies pro#ide important information about consumer beha#ior and its responses to the de#elopment of organi,ed retail. Hconomical and social changes are ma*or contributors for a growing fragmentation of consumers into multiple segments with different #alues and buying priorities. 3onsumers ha#e become more pragmatic$ educated and demanding$ learning how to manage money and time more efficiently. The focus on low prices was gradually replaced by a #alue for money perspecti#e. The study de#eloped by HTI0 FHconomic Times Intelligence 0roup$ 2++2G confirms these tendencies. 3oncerning food$ the most important attribute mentioned was )uality$ followed by price. Indian consumer has different reasons for preferring different store formats$ either modern or traditionalM %en F2+++G confirms this in the study undertaken in Indian conte't. 4e confirms that in the case of hypermarkets$ the main
2;

moti#es for preferences$ in decreasing order are low prices$ the possibility of buying e#erything in the same place and the general appearance of the store. %e#eral in#estigations emphasi,e the possible coe'istence of different store formats F3handrasekhar$ 2++1G and others point out the relationship between the type of store and the type of products. These studies show that$ while speciali,ed and traditional stores are preferred for fresh products$ hypermarkets are preferred for shopping in general$ and also for fro,en food$ groceries and be#erages. The purchase of perishables in hypermarkets is reduced. Rad)a7ri )nan; "11$6 Traditional etail 6s already mentioned$ organi,ed retail has deeply changed the Indian commercial structure. 4owe#er$ it is not e'clusi#ely responsible$ as other changes Feconomical$ social and cultural onesG ha#e occurred simultaneously. 3oncerning the more direct effects of organi,ed retail on different types of commerce$ it is possible to #erify that the ma*or impact is felt on traditional retail and$ in particular$ on the food sector. The impact of organi,ed retail is also significant on other types of retail$ namely toys$ stationery goods and household appliancesM moreo#er$ it is probable that competition gets more intense in other sectors$ such as clothing and furniture. etailers 2erceptions about >rgani,ed

RNC+S 8?arc) 15; "11%B"4-/ 0re

relea e 96 Increasing trend of

organi,ed retailing will dri#e the growth of con#enience!store industry in the

.+

world. (y 2+11$ 6sia remains the fastest growing con#enience store market in the world as the ma*or 6sian retail markets registered e'plosi#e growth in opening up of new con#enience store. 3hanging consumer preferences$ lifestyle and rising income le#el$ which is hea#ily influenced by economic growth$ remains the ma*or dri#ing force for c!store industry in the 6sian region. as per Q0lobal 3on#enience %tore Market 6nalysisQ.

.1

C)a0ter-# Sa&0lin( 3e i(n

#. Sa&0lin( 3e i(n6

.2

1. %ampling unit espondents of Ffew mallsG 2. %i,e of sample 1++ respondents .. %ample Method andom %ampling 9. Types of )uestionnaire 3lose ended #.1 T!0e of 3ata6 1ata type collected for analysis is 2 IM6 L i.e. data has been obser#ed and recorded by the researchers for the first time to their knowledge. 1ata collected through *ournals$ newspapers K internet is %H3>B16 L type. #." ?et)od of data collection6 This study is a research which utili,es interrogation and obser#ation method for data collection. %econdary data was obtained from intensi#e analysis K obser#ation. The primary data are those$ which are collected afresh and for the first time$ and thus happen to be original in character. The secondary data$ on the other hand$ are those which ha#e already been collected by some one else and which ha#e already been passed through the statistical process. Method employed to collect data is Duestionnaire. This is a simple sur#ey conducted by filling in )uestionnaire from the people who #isit malls. #.$ Collection of t)e Pri&ar! data6 6s this study is of descripti#e type$ the primary data has been collected through Duestionnaire.

..

C)a0ter-% Anal! i of 3ata

.9

%. Anal! i of 3ata6 1ata collected through )uestionnaire is being processed .This processed data is5 a. A(e 2i e di tribution6 6G R2+ (G 2+!2; 3G .+!.; 1G U9+ S 12 H%2>B1HBT% T S 9- H%2>B1HBT% T S2- H%2>B1HBT% T S1: H%2>B1HBT%T

>n the basis of abo#e respondents the figures shows that ma'imum respondents i.e. 9- out of 1++ are young age people. It means ma'imum no of customers belongs to young age group. b. Gender 2i e di tribution6 6G M6?H S -: H%2>B1HBT% T (G FHM6?H S 92 H%2>B1HBT% T >n the basis of abo#e respondents the figures shows that ma'imum respondents i.e. -: out of 1++ are males. It means ma'imum no of customers are male in malls due to family responsibility. c. Education 2i e di tribution6 6G 4I04 %34>>? (G ?H%% T46B 0 61@6TI>B 3G 0 61@6TI>B 1G 2>%T 0 61@6TI>B S +: H%2>B1HBT%T S 12 H%2>B1HBT% T S .2 H%2>B1HBT% T S .2 H%2>B1HBT% T

.-

HG 2 >FH%I>B6? D@6?IFI36TI>B S 1< H%2>B1HBT% T >n the basis of abo#e respondents the figures shows that ma'imum respondents i.e. .2 out of 1++ are graduates and .2 out of 1++ are post graduate. It means ma'imum no of customers are educated and aware about retail store. d. Income wise distribution5 6G ?H%% T46B s 2+$+++ S 2: H%2>B1HBT% T (G (HT/HHB s .+$+++ T> 9+$+++ S 9: H%2>B1HBT% T 3G (HT/HHB s 9+$++1 T> -+$+++ S 2+ H%2>B1HBT% T 1G M> H T46B s -+$+++ S 12 H%2>B1HBT% T

>n the basis of abo#e respondents the figures shows that ma'imum respondents i.e. 9: out of 1++ are ha#ing monthly income between s .+$+++ to 9+$+++. It means ma'imum no of customers are belonging to upper middle class.

1G /hich type of place do you #isit fre)uently for your shopping needsP aG %upermarket S :+ espondentsT bG /holesaler S : espondentsT cG ?ocal %tores S 12 espondentsT >n the basis of abo#e respondents the figures shows that ma'imum respondents i.e. :+ out of 1++ are agree that they fre)uently #isit

.<

shopping mall for their shopping needs. It means ma'imum no of customer are preferred %hopping Malls for purchasing.

2G From where would you prefer to buy productsP aG %ingle brand store bG Multi brand store cG Factory outlets dG ?ocal (ig etail %tore S 29 espondentsT S <+ espondentsT S 9 espondentsT S 12 espondentsT

i.e. <+ out of 1++ are preferred multi branded store for shopping. It means ma'imum no of customers are time conscious and desire for many brand under one roof. .G /hich one from mallsI ?ocal %tores Fkirana storeG is more con#enient for all your shopping needsP aG Malls bG ?ocal stores S 72 espondentsT S 2: espondentsT

i.e. 72 out of 1++ are preferred shopping in malls for all their shopping needs. It means ma'imum no of customers are feels good in shopping for their needs in malls because they can get e#erything from there under one roof.

9G /hat are the prime factors for shopping in mallsP

.7

aG Jariety in product. bG %er#iceability cG 1iscounts dG Mode of payment eG 6ll S 1++ espondentsT

i.e. 1++ out of 1++ are preferred shopping in malls because of the #arious factors which make the whole shopping e'perience good. -G /hat are the prime factors for shopping in kirana storesP aG Hmergency buying bG For grocery items only cG 1iscounts dG %er#iceability i.e. 2eople preferred shopping from kirana stores *ust when they need something urgent and grocery items only. It shows the limited shopping e'perience one customer ha#e with these stores. <G /hat influences your buying selectionsP aG 6#ailability of range cG 6#ailability of si,e fG (rand name 1st >2TI>B 2nd >2TI>B .rd >2TI>B .+ 2+ .+ : 1+ 22 .2 2- 1+ 1. 2+ 1: 1- 19 .. bG easonable price eG 3ustomer ser#ice S <- espondantsT S.- espondantsT

.:

9th >2TI>B -th >2TI>B

1< 17 1; .2 1< 12 1. 11 .< 2:

>n the basis of abo#e respondents the figures shows that ma'imum respondents are attracted towards the %tore due to this ranking! 3@%T>MH %H JI3H$ ( 6B1$ 2 I3H$ 6B0H$ %IVH It means ma'imum no of customers are prefer to the Malls for customer ser#ice. 7G /hat do you look for in a product during your purchaseP aG 2rice bG (rand Bame S<+ espondentsT S 12 espondentsT

cG 3ustomer %er#ice S 1< espondentsT dG Jariety a#ailable S12 espondentsT i.e. <+ out of 1++ preferred price during their purchasing. It means ma'imum no of customers are price conscious so ma'imum customers belongs to middle class. :G /hen do you prefer to shop Most in %toreP aG 1uring %ale cG 1uring 1iscount dG /hen re)uired S 1: espondentsT S 29 espondentsT S9 espondentsT bG 1uring Fresh season stock S-9 espondentsT

.;

 >n the basis of abo#e respondents the figures shows that ma'imum respondents i.e. <+ out of 1++ are prefer shopping during fresh season stock. It means ma'imum no of customers did not compromise )uality with discount and offers. ;G 4ow fre)uently you #isit the %tore Fwhere#er you go for the shoppingGP aG R1 month bG 1!. month cG 1!< month dG 1 year S <+ espondentsT S 2: espondentsT S 9 espondentsT S : espondentsT

>n the basis of abo#e respondents the figures shows that ma'imum respondents i.e. <+ out of 1++ are #isited the store with in one month. It means ma'imum no of customers are #isiting the store monthly. 1+G /hat more fascinates you at shopping in mallsP aG Membership 3ard bG 1iscount Mailers cG 2arking Facility dG ?ucky draw offer S 2: espondentsT S 2+ espondentsT S .+ espondentsT S 22 espondentsT

>n the basis of abo#e respondents the figures shows that there are almost same numbers of respondents agrees for all the facilities pro#ided by malls. It means e#ery respondent is inclined towards the facilities pro#ided by malls.

9+

C)a0ter-11 :indin(

91

11. :indin( 3ustomer=s preferences for grocery shopping are gradually shifting from local kirana stores to organi,ed con#enience stores. 6ge is one of the most important factors responsible for the changing preference of customers. 2ayment through credit cards is increasing purchases from con#enience store. (rand 3hoice of customers is changing and this is also influencing shift from kirana to con#enience store. . Ma'imum no of customers belongs to young age group.

Ma'imum no of customers are male in malls due to family responsibility. It means ma'imum no of customers ha#ing nucleur family. Ma'imum no of customers are educated and aware about retail store. Ma'imum no of customers are belonging to upper middle class. Ma'imum no of customer are preferred %hopping Malls for purchasing. Ma'imum no of customers are time conscious and desire for many brand under one roof. Ma'imum no of customers are price conscious so ma'imum customers belongs to middle class.
92

 Ma'imum no of customers did not compromise )uality with discount and offers.

C)a0ter-11 Li&itation

9.

11. Li&itation

H#ery report has its pros and cons so mine also ha#e some limitations. They can be pointed as5 %ample si,e restricted to 1++ only which was #ery less according total population.

The responses gi#en by respondents were not always accurate because the respondents ga#e the response according to their understanding.

%ur#ey is a time consuming process but the time to collect the data for research was #ery less.

%ometimes the respondents are not willing to fill the and hence the resultant may not be correct.

)uestionnaire

99

C)a0ter-1" Conclu ion

9-

1". Conclu ion

The past 9!- years ha#e seen increasing acti#ity in retailing. 6nd$ #arious business houses ha#e already planned for few in#estments in the coming 2!. years. 6nd though the retailers will ha#e to face increasingly demanding customers$ and intensely competiti#e ri#als$ more in#estments will keep flow in. 6nd the share of organi,ed sector will grow rapidly. retailing in India is surely poised for a takeoff and will pro#ide many opportunities both to e'isting players as well as new entrants.. The country is witnessing a period of boom in retail trade$ mainly on account of a gradual increase in the disposable incomes of the middle and upper!middle class households. More and more corporate houses including large real estate companies are coming into the retail business$ directly or indirectly$ in the form of mall and shopping center builders and managers. Bew formats like super markets and large discount and department stores ha#e started influencing the traditional looks of bookstores$ furnishing stores and chemist shops. The retail re#olution$ apart from bringing in sweeping$ positi#e changes in the )uality of life in the metros and bigger towns$ is also bringing in slow changes in lifestyle in the smaller towns of India. Increase in literacy$ e'posure to media$ greater a#ailability and penetration of a #ariety of consumer goods into the interiors of the country$ ha#e all resulted in narrowing down the spending differences between the consumers of

9<

larger metros and those of smaller towns. ?astly I want to conclude my pro*ect in some points! The customers are attracting towards shopping malls K retail outlets. The shopping malls K retail outlets are targeting to middle class customers because the purchasing power of this class is rapidly growing as well as the class is also growing. The young generation is fashion K show!off conscious so retail outlets are mainly focused on them. Most of the family wants to purchase from big showrooms and malls because there are no bargaining system so the ha#e a trust that there is no cheating. The main strength of most of the retail outlets are pro#iding attracti#e offers to attract customers. (ig retail stores are running customer loyalty programmes which has increased profits and no. of customers.

97

C)a0ter-1$ A00endiC

9:

1$. A00endiC
Due tionnaire
Duestionnaire on 3onsumer=s changing (uying (eha#ior. I a& a tudent of A0eeEa! Sc)ool of ?ana(e&ent and a& 2or7in( on a 0roEect >Stud! on c)an(in( con u&er 0reference to2ard +r(ani ed retailin( fro& unor(ani ed retailin(F. I reGue t !ou to 0are a 2)ile to )el0 fill; t)i Gue tionnaire; needed for t)e 0roEect a i(ned to &e a a 0art of &! curriculu&. a. A(e 2i e di tribution6 6G R2+ (G 2+!2; 3G .+!.; 1G U9+ b. Gender 2i e di tribution6 6G M6?H (G FHM6?H c. Education 2i e di tribution6 6G 4I04 %34>>? (G ?H%% T46B 0 61@6TI>B 3G 0 61@6TI>B 1G 2>%T 0 61@6TI>B HG 2 >FH%I>B6? D@6?IFI36TI>B

9;

d. Income wise distribution5 6G ?H%% T46B s 2+$+++ (G (HT/HHB s .+$+++ T> 9+$+++ 3G (HT/HHB s 9+$++1 T> -+$+++ 1G M> H T46B s -+$+++ 1G /hich type of place do you #isit fre)uently for your shopping needsP aG %upermarket bG /holesaler cG ?ocal %tores 2G From where would you prefer to buy productsP aG %ingle brand store bG Multi brand store cG Factory outlets dG ?ocal (ig etail %tore .G /hich one from mallsI ?ocal %tores Fkirana storeG is more con#enient for all your shopping needs P aG Malls bG ?ocal stores 9G /hat are the prime factors for shopping in mallsP dG Jariety in product. eG %er#iceability fG 1iscounts gG Mode of payment hG 6ll -G /hat are the prime factors for shopping in kirana storesP

-+

aG Hmergency buying bG For grocery items only cG 1iscounts dG %er#iceability <G /hat influences your buying selectionsP aG 6#ailability of range cG 6#ailability of si,e fG (rand name 7G /hat do you look for in a product during your purchaseP aG 2rice bG (rand Bame cG 3ustomer %er#ice dG Jariety a#ailable :G /hen do you prefer to shop Most in %toreP aG 1uring %ale bG 1uring Fresh season stock cG 1uring 1iscount dG /hen re)uired ;G 4ow fre)uently you #isit the %tore Fwhere#er you go for the shoppingGP aG R1 month bG 1!. month cG 1!< month dG 1 year 1+G /hat more fascinates you at shopping in mallsP aG Membership 3ard bG 1iscount Mailers bG easonable price eG 3ustomer ser#ice

-1

cG 2arking Facility dG ?ucky draw offer

C)a0ter-14 'iblio(ra0)!

-2

14. 'iblio(ra0)!6 0oswami. 2 and Mishra. M$ 2++;$ /ould Indian consumers mo#e from kirana store to organi,ed etailers when shopping for groceries$ 6sia 2acific Oournal of Marketing and ?ogistics$ Jol. 2+$ Bo. 1 I3 IH *ournal paper$ %eptember 2++: http5IIssrn.comIabstractW;;92.: (>>C%5! Marketing Management. !!!!Cotler K Celler Marketing Management in Indian 2erspecti#e !!!!J. %. amaswamy K %. Bamakumari etail management !!!?e#y K /eit,s /H(%ITH%5! 222.e&raldin i()tB1$55-5#55.)t& 222.:ibre"fa )ion.co&Bindu tr!-article www.tataretail.com www.retailindia.net www.retailyatra.com www.retailbi,.com www.aboutus.com 222.bu ine 2orld.in
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