CONSUMER PERCEPTION AND BRAND

AWARENESS Of
GURGAON CENTRAL

By:
Aritro Ray
Roll no. 128

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 Contents
 Retailing and its evolution
 Industry Background
 Company Profile of Future Group
 Pantaloon Retail India Ltd.
 Central Mall, Gurgaon
 Objective of the study
 Research Methodology
 Observation and Analysis
 Major Limitations of the study
 Findings and Conclusion
 Recommendations
 References

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 Retailing and its evolution
 Retailing is all the activities involved in selling goods and
services directly to final consumers for their personal, non-
business use.
 Traditionally retailing in India can be traced to
◦ The emergence of the neighborhood ‘Kirana’ stores
catering to the convenience of the consumers
◦ Era of government support for rural retail: Indigenous
franchise model of store chains run by Khadi & Village
Industries Commission.
 1980s experienced slow change as India began to open up
economy.
 Emergence of hyper and super markets trying to provide
customer with 3 V’s - Value, Variety and Volume.

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Retailing and its evolution contd…
Traditionally 3 factors have plagued the retail industry:

Unorganized : Vast majority of the twelve million stores

are small "father and son" outlets.

Fragmented : Mostly small individually owned businesses,

average size of outlet equals 50 s.q. ft. Though India has
the highest number of retail outlets per capita in the
world, the retail space per capita at 2 s.q. ft per person is
amongst the lowest.

Rural bias: Nearly two thirds of the stores are located in

rural areas.

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Retailing and its evolution contd…
 The recent changes that are coming into play are:

 Experimentation with formats: Retailing in India is still

evolving and the sector is witnessing a series of experiments
across the country with new formats being tested out. Ex.
Quasi-mall, sub-urban discount stores, Cash and carry etc.

 Store design : Biggest challenge for organised retailing to

create a “customer-pull” environment. Research shows that
the chances of senses dictating sales are upto 10-15%. Retail
chains like MusicWorld, Baristas, Piramyd and Globus are
laying major emphasis & investing heavily in store design.

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Retailing and its evolution contd…
 Emergence of discount stores: They are expected to
spearhead the organized retailing revolution. Stores trying to
emulate the model of Wal-Mart. Ex. Big Bazaar, Bombay
Bazaar, RPG’s Spencer.

 Unorganized retailing is getting organized: To meet the

challenges of organized retailing such as large cineplexes,
and malls, which are backed by the corporate house such as
'Ansals' and 'PVR‘, the unorganized sector is getting
organized. 25 stores in Delhi under the banner of Provision
mart are joining hands to combine monthly buying. Bombay
Bazaar and Efoodmart are aggregations of Kiranas.

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Retailing and its evolution contd…
 Multiple drivers leading to a consumption boom:
◦ Favorable demographics
◦ Growth in income
◦ Increasing population of earning women
◦ Raising aspirations : Value added goods sales

 Food and apparel retailing are key drivers of growth.

 IT is a tool that has been used by retailers ranging from

Amazon.com to eBay to radically change buying behavior
across the globe.

 Companies using their own web portal or tie-sups with

horizontal players like Rediff.com and Indiatimes.com to offer
products on the web.

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 Industry Background
 Retailing is emerging as one of the fastest growing
sectors in India and is presently largest employer
after agriculture.

 Retailing is one of the pillars of the Indian economy.

 Retail industry is divided into organized and

unorganized sectors. Organized retailing in India is
projected to grow at the rate of 25-30% p.a., is
estimated to grow from the US $427billion in 2010
to US $ 637 billion by 2015.

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 FUTURE GROUP
 Type: - Private Conglomerate

 Founded: - Mumbai, India (1994)

 Founder(s):- Kishore Biyani

 Headquarters: - Mumbai, India

 Revenue: - Rs.10,000 crore

 Employees: - 58,000

 Website: - www.futuregroup.in

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Company profile contd..
 Future Group is one of the country’s leading business
groups present in retail, asset management, consumer
finance, insurance, retail media, retail spaces and logistics.

 Some of its leading retail formats include, Pantaloons, Big

Bazaar, Central, Food Bazaar, Home Town, eZone, Depot,
Future Money and online retail format, futurebazaar.com.

 Future Group’s vision is to, “Deliver Everything,

Everywhere, Every time to Every Indian Consumer in the
most profitable manner.” The group considers ‘Indian-
ness’ as a core value and its corporate credo is - Rewrite
rules, Retain values.

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Pantaloon Retail India Ltd.
 The company operates over 7 million sq. ft. of retail space,
has over 1000 stores across 53 cities in India and employs
over 25,000 people

 The company’s leading formats include:

◦ Pantaloons, a chain of fashion outlets,
◦ Big Bazaar, a uniquely Indian hypermarket chain,
◦ Food Bazaar, a supermarket chain, blends the look, touch and feel of
Indian bazaars with aspects of modern retail like choice, convenience and
quality and
◦ Central, a chain of seamless destination malls

 Total revenue generated : (July 2008-July 2009) : Rs 6342

crore.

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Central Mall, Gurgaon

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 Central Mall, Gurgaon
 Central is a unique concept introduced by FUTURE GROUP . It is a
complete store concept and is of the format store without doors.

 The seamless format has then been copied a number of times

thereafter.

 The first store was launched in Bangalore in 2004.

 Central offers everything for the urban aspiration shopper to

shop, eat and celebrate.

 In a short span of its existence Central has revolutionized and

redefined the shopping experience in India. At Central, customers
no longer only shop, they get SHOP-ATAINED!

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 Objective of the study
 To observe the Customer Perception and preference regarding the
different retail chains in Gurgaon.

 To compare Brand Awareness of Gurgaon Central as a brand to other

retail chains in the vicinity.

 To observe the psychology and needs of the customers regarding

their visit to a mall.
 
 To analyze the various aspects identified by the Customers' to make
an Effective sale.

 To analyze the attractiveness of the mall from the point of view of

the customer. 

 
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 Research Methodology
• PRIMARY DATA: 
To obtain primary data, a well-structured, Questionnaire was
prepared and the respondents were met personally to get a
response. One hundred consumers were randomly selected
and interviewed in Gurgaon.

• SECONDARY DATA:
Secondary data consists of information that already exists
somewhere having been collected for some other purpose. In
this study, the secondary data was collected from company
manuals, broachers, catalogues, websites, and magazines,
journals etc

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 Observation and Analysis
How often do you visit malls?

30 32
22
16

Once a week Once a month Twice a month More often

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 Most of the times you visit a mall for

28 30

16
12
6 8

od vie o ut ing es )
Fo M
o
ng pp am ir ty
a o g b
H Sh a y le
Pl t (ce
en
Ev
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Have you visited Gurgaon Central?
No
31%

Yes
69%

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 What do you like about Gurgaon
Central?
No. Of respondents

22 22
11 14
What do you like about Gurgaon Central?
Store ambience Brands available
Service Offers
Store Brands Service Offers
ambience available Offers Store ambience
32% 16%

Brands available
32%

Service
20%

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What should be added to make
Gurgaon Central more
happening?
No. Of respondents

28
23 What should be added to make Gurgaon Central
18 more happening?

Theatre Fine dining Game Zone

Theatre Fine dining Game Zone Game Zone
Theatre
26% 41%

Fine dining
33%

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Do you know what all units are present at Gurgaon
Central?
70

60

50

40 No. of respondents who

know about a particular
62 service
30 57
46
20 37 34
10 17

0
ir st
a ne t M aar B ar t op
o e z ts S
Ba Ez an b a
o r d
Pl o d
Sp Fo o
Fo h e
T

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Have You seen/heard any recent
Ad of Gurgaon Central?
No. Of respondents

42
27

Have you seen/heard any recent ads of

Yes No Gurgaon Central
Yes No

Yes
39%

No
61%

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 What Ads have you seen of
Gurgaon Central?

30
17
12 10

Hoardings Mobile vans News paper Radio

What Ads have you seen of Gurgaon Central?
Hoardings Mobile vans News paper Radio
Radio
14% Hoardings
17%

Mobile vans
25%
News paper
43%

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How was your experience at
Central?

No. of respondents

38
19
12
How was your experience at Central?
Excellent Good Average Excellent Good Average
Excellent
Average 17%
28%

Good
55%

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 Selection of best brands
No. of respondents

26
22
11 10

Shoppers Stop Westside Lifestyle Central

Selection of best brands
Shoppers Stop
Westside Lifestyle Central

Central Shoppers Stop

38% 32%

Westside
16%

Lifestyle
14%
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 Most Fashionable Merchandise
No. of respondents

18 18
17
16

Shoppers Westside Lifestyle Central

Stop

Most Fashionable Merchandise

Shoppers Stop
Westside Lifestyle Central
Central
25% Shoppers Stop
23%

Lifestyle Westside
26% 26%

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 Best ranges of Styles and Sizes
No. of respondents

24
16 16
13

Shoppers Stop Westside Lifestyle Central Best ranges of Styles and Sizes
Shoppers Stop
Westside Lifestyle Central
Central
23%
Shoppers Stop
35%

Lifestyle
23% Westside
19%

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 Best Discounts / Offers during sale
No. of respondents

26
16 16
11

Shoppers Stop Westside Lifestyle Central

Best Discounts / Offers during sale
Shoppers Stop
Westside Lifestyle Central

Central Shoppers Stop

38% 23%

Westside
23%

Lifestyle
16%
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 Overall Shopping Experience
No. of respondents

20 21
13 15

Overall Shopping Experience

Shoppers Stop Westside Lifestyle Central
Shoppers Stop
Westside Lifestyle Central
Central
30% Shoppers Stop
29%

Lifestyle Westside
22% 19%

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 Your favourite Store
No. of respondents

26

15 17
11

Shoppers Stop Westside Lifestyle Central Your favourite Store

Shoppers Stop
Westside Lifestyle Central
Central
25%
Shoppers Stop
38%

Lifestyle
16% Westside
22%

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 Please specify your age group?
No. of respondents

19
17
11 11
8
3

Below 20 21 - 25 26 - 35 36 - 45 46 - 60 Above 60
Years Years Years Years Years Years Please specify your age group?
Below 20 Years 21 - 25 Years 26 - 35 Years
36 - 45 Years 46 - 60 Years Above 60 Years
12% 4% 16%

16%

25%

28%

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 Your Present Occupation?
No. of respondents

19
13 12
7 9
6
2 1

ied
e ed on ed ife nt er
s
la r r vic o y r s ti r w d e h
Sa . Se pl s Pe Re u se St
u Ot
m
vt lf
E es Ho
Go S e sin Your Present Occupation?
Bu
Salaried Govt. Service Self Employed Business Person
Retired Housewife Student

Student Salaried
18% 28%

Housewife
13%

Govt. Service
10%
Retired
3%
Business Person
9%
Self Employed
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19%
 Major Limitations of the Study
 The sample size was only one hundred for respondents which is relatively
small for the objectives of the study.

 There could have been a lack of homogeneity in the sample chosen.

 Only Gurgaon was covered during the course of study and hence the data
collected may not be applicable to entire population of the NCR.

 The respondent’s opinions may be biased on account of some inherent

limitations in the schedule.

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 Findings and Conclusion

 31% of the respondents have not yet visited Gurgaon Central.

 Offers and the Brands available are the major USPs of Gurgaon
Central.

 Theatre and fine dining options are absent in Gurgaon Central.

 Food Bazaar attracts a lot of people and hence the awareness

about it is maximum among the respondents.

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Findings and Conclusion contd…

 According to respondents Central falls behind by a huge margin

when compared to Shoppers Stop in terms of presence of
international brands.

 The mall is equally appealing to working population, students

and housewives.

 Respondents say that the communication of ongoing offers, sale

etc. in Central is lacking as compared to other malls.

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 Recommendations
 Important additions suggested in the mall:
 Advertisement
 Multiplex
 Fine dining
 Customer benefit and Loyalty Schemes
 Youth Gaming Zone
 Kids Play Area

 Recalling of International Brands.

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 References

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

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Thank You

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