EXECUTIVE SUMMARY

R e t a i l i n g i s e me r g i n g a s a s u n r is e i n d us t r y i n I n d ia a n d i s p re s e n t l y la r ge s t e mp l o y e r a ft e r a g r i c u l t u re . S o me e c o no m is t s s a y t ha t R e t a i l i n g is o n e o f t h e p i l l a r s o f t he e c o n o my i n I n d ia , a n d s o me s a y i t is g o l d mi n e o f I n d ia n e c o n o my . R e t a i l in g i n i t s p re s e n t fo r m s t a r t e d i n t he l a t t e r h a l f o f 2 0 t h c e n t u r y i n U S A a n d E u ro p e . R e t a i l i n d us t r y is d i v i d e d i n t o o r g a n i z e d a nd u n o r ga n i z e d s e c t o rs . O r ga n i z e d re t a i l i n g i n I n d ia i s p ro j e c t e d t o g ro w a t t h e ra t e o f 2 5 - 3 0 % p . a . , is e s t i ma t e d t o g r o w fr o m t h e U S $ 4 2 7 billion in 2010 to US $ 637 billio n by 2015. T he mo t i v e o f t h e s t u d y i s t o k n o w t h e ma r k e t p o t e n t i a l o f G ur g a o n C e n t ra l i n G u r g a o n a nd fi n d o ut t h e c us t o me r¶ s p e rc e p t i o n a b o u t t h e ma l l a n d w ha t a re t he c us t o me rs ¶ e xp e c t a t i o ns fr o m G u r ga o n C e n t ra l. T h e ma i n p u r p o s e o f t h e s t ud y i s t o fi n d o ut t he t a r g e t c us t o me rs , p re fe re n c e s o f t h e c us t o me rs a n d s a le s p o t e n t i a l w i t h re fe re n c e t o G u r ga o n C e n t ra l. T he s t u d y is d o n e w i t h t he h e l p o f p r i ma r y d a t a g i v e n b y re s p o nd e nt s d u r i n g s u r v e y a n d s e c o nd a r y d a t a t o k no w t h e ma rk e t p o t e n t i a l a n d c u s t o me r p re fe re n c e s a nd b ra n d a w a re n e s s w i t h re fe re n c e t o G u r g a o n C e n t ra l, a n d a ls o t o u n d e rs t a n d a n d k n o w t he p o t e n t i a l c us t o me rs . T h i s s t u d y is d o n e w i t h t h e he l p o f q u e s t i o n n a i re a n d it s a na l ys i s . P r i ma r y d a t a is c o l l e c t e d t h ro u g h p e rs o n a l i n t e r v i e w us i n g s t r uc t u re d q u e s t i o n n a i re a n d s e c o n d a r y d a t a is c o l l e c t e d fr o m ma n a ge me n t o f t h e G u r g a o n C e nt ra l, v a r i o u s b o o k , j o u r n a ls a nd fr o m Fu t u r e g ro u p ¶ s w e b s i t e . Fr o m t he s t u d y i t w a s fo u n d t h a t a l t h o u g h G u r ga o n C e n t ra l fa c e s s t i f f c o mp e t i t i o n fro m t he n e a rb y ma l l s , i t s t i l l h a s a h u g e p o t e n t i a l t o g ro w i t s c us t o me r b a s e . C o mp a n y c a n e n h a n c e it s

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b us i n e s s o r i n c r e a s e i t s s a le s b y p ro v i d i n g i n c e n t iv e s l i k e me mb e rs h i p c a rd s o r l o ya l t y b e ne f i t s . T h i s s t u d y h e lp e d me a l o t fo r a na l y z i n g t h e ma rk e t, u n d e rs t a nd i n g re t a i l b us i n e s s a n d h o w t o re s p o n d i n c r i t i c a l s i t ua t i o ns . Fi n d i n g s a n d s u g g e s t i o ns / re c o m me n d a t i o n o f t h i s re p o r t mi g h t b e he l p fu l fo r t h e c o mp a n y t o i mp r o ve i t s p e r fo r ma nc e a n d b u s i n e s s .

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INTRODUCTION

W it h t h e o n s e t o f a g l o b a l i z e d e c o no my i n I n d ia , t he I n d i a n c o ns u me r 's p s yc h e h a s b e e n c h a n g e d . Pe o p le h a ve b e c o me a w a re o f t h e va l u e o f mo ne y . N o w a d a ys t h e I n d ia n c o ns u me rs a re w e l l v e rs e d w it h t he c o n c e p t s a b o u t q u a l i t y o f p r o d u c t s a n d s e r v i c e s . T he s e d e ma nd s a re t h e v i s i b le i mp a c t s o f t he R e t a i l Se c t o r o f I nd i a n Ec o n o m y. T he re t a i l s e c t o r is a ls o o ne o f t h e la r ge s t w o r l d w i d e . W a l M a rt is t h e w o r l d 's la r g e s t re t a i le r a nd t h e w o r l d 's la r g e s t c o mp a n y w i t h mo r e t ha n $ 3 1 2 b i l l i o n (U SD ) i n s a l e s a n n u a l l y . W a l -M a r t e mp l o y s 1 . 3 mi l l i o n a s s o c ia t e s i n t he U n i t e d St a t e s a n d mo r e t ha n 4 0 0 , 0 0 0 i n t e r na t io n a l l y . T h e s e c o n d la r ge s t re t a i l e r i n t he w o r l d i s Fra nc e 's C a r re fo u r. T he B M I I n d ia R e t a i l R e p o rt fo r t he t h i r d -q u a rt e r o f 2 0 1 0 , re le a s e d i n M a y 2 0 1 0 fo re c a s t s t ha t t h e t o t a l re t a il s a le s w i l l g ro w fr o m U S$ 3 5 3 . 0 b i l l i o n i n 2 0 1 0 t o U S $ 5 4 3 . 2 b i l l i o n b y 2 0 1 4 . St ro n g u n d e r l y i n g e c o n o m i c g ro w t h, p o p u l a t i o n e x p a n s i o n, t he i n c re a s i n g w e a l t h o f i n d i v i d u a ls a nd t he ra p id c o ns t r uc t io n o f o r g a n is e d re t a i l i n fr a s t r uc t u re a re k e y fa c t o rs b e h i n d t he fo re c a s t g ro w t h .

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us ua l l y i n a s h o p . R e t a i l e rs a r e a t t he e n d o f t he s u p p l y c ha i n . e it h e r d i re c t l y o r t h r o u g h a w ho l e s a le r. a n d t he n s e l l s i n d i v i d u a l i t e ms o r s ma l l q u a n t it i e s t o t h e ge ne ra l p u b l i c o r e nd us e r c us t o me rs . a l s o c a l l e d s t o re . M a rk e t e rs s e e re t a i l i n g a s p a r t o f t he i r o v e ra l l d is t r i b u t i o n s t ra t e g y .WHAT IS RETAILING? R e t a i l i ng is a l l t h e a c t i v i t i e s i n v o l v e d i n s e l l i n g g o o d s a n d s e r v i c e s d i re c t l y t o fi n a l c o ns u me rs fo r t he i r p e rs o na l. TYPES OF RETAILING R e t a i l i n g c a n b e c l a s s i fi e d u n d e r t w o he a d s : y St o re R e t a i l i n g y N o n -s t o re R e t a i l i n g St o r e R e ta i l i ng R e t a i l s t o r e s c o me i n a v a r ie t y o f s h a p e s a n d s i z e s . T h e y c a n b e c la s s i fi e d b y o n e o r mo re o f s e v e ra l c ha ra c t e r is t i c s : 4 . A re t a i l e r b u y s g o o d s o r p ro d u c t s i n l a r ge q u a nt i t i e s fr o m ma n u fa c t u r e rs o r i mp o rt e rs . n o n b us i n e s s us e . a n d n e w re t a i l t y p e s k e e p e me r g i n g . T he w o r d re t a i l i s d e r i v e d fro m t he Fre n c h w o rd re ta i l e r. me a n i n g t o c ut a p ie c e o ff o r t o b r e a k b u l k .

fa s t mo v i n g s h o p p i n g g o o d s (s u c h a s c a t a l o g s h o w ro o ms ). To d a y. R e la t i v e p r i c e s 4 . A mo u n t o f s e r v i c e 2 . s e l f. a nd c us t o me r s e r v i c e p r e fe re n c e s va r y : a ) Se l f -s e r v i c e r e ta i l e r s C us t o me rs a re willing to perform t he i r own "locate- c o mp a r e -s e l e c t " p ro c e s s t o s a v e mo n e y .s e r v i c e is t h e b a s i s o f a l l d is c o u n t o p e ra t i o ns . T y p e o f s t o re c l u s t e r 1 ) A m o u nt o f s e r v i c e D i ffe re n t p ro d uc t s re q u i re d i ffe re n t a mo u n t s o f s e r v i c e .1 . C o nt r o l o f o u t l e t s 5 . C . b) L i m i te d s e r v i c e r e t a i l e r s R e t a i l e rs s u c h a s Se a rs a nd J . Their i n c re a s e d o p e ra t i n g c o s t s re s u l t i n h i g h e r p r i c e s . c ) F ul l s e r v i c e r e t a i l e r s 5 . p ro v i d e mo re s a le s a s s is t a n c e b e c a us e t he y c a r r y m o re s h o p p i n g g o o d s a b o u t w h ic h c o ns u me rs need i n fo r ma t i o n. a n d t y p ic a l l y is u s e d b y s e l l e rs o f c o n v e n i e n c e g o o d s ( s uc h a s s u p e r ma rk e t s ) a n d n a t i o na l l y b ra n d e d . Pr o d u c t l i n e 3 . Pe n n e y.

o r t o ys . a ) Sp e c i a l ty s t o r e s c a r r y a na rr o w p ro d uc t l i n e w i t h a d e e p a s s o r t me n t w i t h i n t ha t l i n e . b ) D e p a r t me nt s t o r e s c a r r y a w i d e v a r i e t y o f p ro d uc t l i n e s . Ea c h l i n e is o p e ra t e d a s a s e p a ra t e d e p a r t me n t ma na g e d b y s p e c ia l i s t b u y e rs a n d me r c ha n d is e rs . a n d p ro d uc t s p e c i a l i z a t io n . T h e d e p t h o f a p ro d uc t a s s o r t me n t re fe rs t o t he n u mb e r o f d i ffe re n t v e rs i o ns o f e a c h p r o d u c t t h a t a r e o ffe re d fo r s a l e . fu r n i t u re . 2) P r o d uc t l i ne : R e t a i l e rs c a n a ls o b e c l a s s i fi e d b y t h e d e p t h a n d b re a d t h o f t he i r p ro d uc t a s s o r t me n t s . b o o k s . d u e t o t h e i n c re a s i n g u s e o f ma r k e t s e g me n t a t io n . ma rk e t t a r g e t i n g. Fu l l s e r v i c e s t o r e s us ua l l y c a rr y mo r e s p e c ia l t y g o o d s fo r w h i c h c us t o me rs l i k e t o b e w a it e d o n. a n d e xt ra s s u c h a s l o u n g e s a n d r e s t a u ra n t s . s p e c ia l t y s t o re s a r e fl o u r i s h i n g . T o d a y . h o me s e r v i c i n g. T he y p ro v i d e mo re l i b e ra l r e t u r n p o l i c i e s . T he b re a d t h o f t h e a s s o r t me n t re fe rs t o t h e n u mb e r o f d i ffe re n t p r o d u c t s t h a t t he s t o re c a r r ie s .Li k e s p e c i a lt y s t o re s a n d fi rs t -c la s s d e p a r t me n t s t o re s . e l e c t ro n i c s . E xa m p le s i n c l u d e s t o r e s s e l l i n g s p o r t i n g g o o d s . va r i o us c re d i t p la ns . fl o w e rs . h a v e s a le s p e o p l e to a s s is t c us t o me rs in every phase of the s h o p p i n g p ro c e s s . 6 . fr e e d e l i v e r y.

s e ve n d a ys a w e e k .c ) S upe r m a r ke ts a re la r ge . a n d o p e ra t e l i k e a w a re h o us e . l a u n d r y . M o s t re t a i l e rs c h a r g e re g u l a r p r ic e s a nd o ffe r no r ma l q ua l i t y g o o d s a n d 7 . d ) C o nv e ni e nc e s t or e s a re s ma l l s t o r e s t ha t c a r r y a l i m i t e d l i n e o f h i g h . H y p e r ma r k e t s c o mb i n e d is c o u n t . M a n y l e a d i n g c ha i ns a re mo v i n g t o w a rd s u p e rs t o re s b e c a us e t he i r w i d e r a s s o r t me n t allows prices to be 5 -6 % higher tha n c o n v e nt i o n a l s u p e r ma rk e t s '.v o l u me .ma r g i n . h i g h . lo w . s u p e r ma r k e t. a n d w a re h o us e re t a i l i n g . C o n v e n i e nc e s t o re s m u s t c ha r ge h i g h p r i c e s t o ma k e u p fo r h i g h e r o p e r a t i n g c o s t s a nd l o w e r s a l e s v o l u me . T he s e s t o re s l o c a t e d n e a r re s i d e n t i a l a re a s a n d re ma i n o p e n l o n g ho u r s .t u r n o ve r c o n v e n i e nc e go o d s .M a r t 's S u p e r c e nt e rs . a n d ho u s e ho l d p r o d u c t s . l o w -c o s t . 3 ) R e l a ti v e pr i c e s R e t a i l e rs c a n a l s o b e c l a s s i fi e d b y t he p r i c e s t h e y c ha r ge . e ) S upe r s t or e s . b ut t he y s a t is fy a n i mp o r t a n t c o ns u me r ne e d . f) C o mb i na ti o n s t o r e s a re c o mb i n e d fo o d a n d d r u g s t o re s . E xa mp l e s a re A & P 's Fa mi l y M a rt s a n d W a l . a nd hy pe r m a r ke ts a re a l l l a r g e r t ha n t he c o n v e nt i o n a l s u p e r ma rk e t . s e l f-s e r v i c e s t o re s that c a rr y a w id e va r i e t y of fo o d . c o m bi na t i o n s t or e s .

a n d c ha i n s g a i n p r o mo t i o n a l e c o n o mi e s b e c a us e t he i r a d ve rt i s i n g c o s t s 8 .c us t o me r s e r v i c e . R e t a i l e rs t ha t fe a t u r e l o w p r i c e s i n c l u d e : a ) D i s c o u nt s t o r e s s e l l s t a nd a r d me r c h a nd i s e a t l o w e r p r i c e s b y accepting lower ma r g i ns and selling higher v o l u me . a nd t he me r c ha nd i s i ng c o ng l o me r a te . d r u g. a n d w o me n 's c l o t h i n g s t o r e s . A t r ue d is c o u n t s t o re re g u l a r l y s e lls i t s me r c ha n d is e at lower prices. v a r i e t y. t he f r a nc hi s e or g a ni za t i o n. So me o ffe r h i g h e r q ua l i t y g o o d s a nd s e r v i c e a t h i g h e r p r i c e s . b u t t h e y a re s t r o n g e s t i n d e p a rt me n t . t he v o l u nt a r y c ha i n a nd r e t a i l e r c o o pe r a ti v e . T h e s iz e o f c o r p o ra t e c ha in s a l l o w s t he m t o b u y i n l a r g e q u a n t i t ie s a t l o w e r p r i c e s . fo o d . no t i n fe r i o r go o d s . a c c o u n t i n g fo r 2/3 o f re t a i l s a l e s . 4 ) C o ntr o l of o ut l e ts : A b o u t 8 0 % o f a l l re t a i l s t o re s a re i n d e p e n d e n t s . o ffe r i n g mo s t l y national b ra n d s . O c c a s i o na l d i s c o u n t s o r s p e c i a ls d o no t ma k e a s t o re a d is c o u n t s t o r e . Other fo r ms o f o w ne rs h i p include the c or p o r a te c ha i n. s ho e . a ) T he c ha i n s t or e i s o ne of the mo s t i mp o r t a n t re t a i l d e ve l o p me n t s o f t h i s c e n t u r y. b ) C or p or a te c ha i ns a p p e a r i n a l l t y p e s o f re t a i l i n g .

a re s p re a d o u t o ve r ma n y s t o re s a nd o v e r a l a r g e s a l e s v o l u me . C . w h o le s a le r. c ) T he v o l unt a r y c ha i ni s a w h o l e s a le r -s p o ns o re d g r o up o f independent re t a i l e rs t ha t e n g a g e in-group buying and c o m mo n me rc h a nd i s i n g .o w n e d c e n t ra l w h o l e s a le o p e ra t i o ns a n d c o nd u c t j o i n t me rc ha n d i s i n g a n d p ro mo t io n e ffo r t s . Pe n n e y. e) A f r a nc hi s e is a c o nt ra c t ua l or a s s o c ia t io n service between a ma n u fa c t u re r. f) M e r c ha nd i s i ng c o ng l o m e r a te s a re c o r p o ra t i o n s t h a t c o mb i n e s e v e ra l d i f fe re n t re t a i l i n g fo r ms u n d e r c e n t r a l o w ne rs h i p a n d s ha re s o me d i s t r i b u t i o n a n d ma n a g e me n t fu n c t i o ns .H u d s o n a nd J . organization ( t he fra n c h i s e r) a n d i n d e p e n d e n t b us i n e s s p e o p l e ( t he fr a nc h i s e e s ) w ho b u y t he r i g h t t o o w n a n d o p e ra t e o n e o r mo re u n i t s i n t he fra n c h i s e s ys t e m. E xa mp l e s i n c l u d e D a yt o n . d ) T he r e t a i l e r c o o p e r a ti v e is a g r o u p o f i n d e p e n d e n t re t a i l e rs t ha t s e t up a j o i n t l y . 5 ) T y pe of s t or e c l us te r : 9 .

a n d o t he r d i r e c t re t a i l i n g a p p ro a c he s . d i re c t ma i l . d e p a rt me n t s t o re s . a n d ma n a g e d a s a u n i t . b ) A s ho p p i ng c e nt e r is a g ro u p o f re t a i l b us i n e s s e s p l a n n e d . n o n -s t o r e re t a i l i n g h a s b e e n g r o w i n g mu c h fa s t e r t ha n s t o r e re t a i l i n g.St o r e R e t a i l i ng A l t h o u g h mo s t g o o d s a n d s e r v i c e s a re s o l d t h ro u g h s t o re s .l i n e c o mp u t e r s ho p p i n g s e r v i c e s . N o n -s t o re re t a i l i n g i nc l ude s direct ma r ke ti ng . a n d mo v i e t h e a t re s . o w n e d . di r e c t s e l l i ng . o n. s p e c i a lt y s to re s . ho me a n d o ffi c e p a r t ie s . t e l e p h o ne . d e ve l o p e d . h o me TV s h o p p i n g s h o w s . N o n. a nd a ut o m a t i c v e nd i ng . 10 .M o s t s t o re s t o d a y c l u s t e r t o ge t he r t o i n c re a s e t h e ir c us t o me r p u l l i n g p o w e r a n d t o g i v e c o n s u m e rs t he c o n v e n i e nc e o f o ne -s t o p shopping: a ) C e ntr a l b us i ne s s di s tr i c ts A c e nt ra l b us i n e s s district c o mp r i s e s o f b a n k s . T ra d i t i o na l s t o re re t a i l e rs a r e fa c i n g i n c re a s i n g s a l e s c o mp e t i t i o n fr o m c a t a l o gs .

0 0 0 C r o re s ) a n d is e x p e c t e d t o g r o w a t 5 % p . T h u s . 1 0 0 . t h is s e c t o r is i n a fra g me n t e d s t a t e w i t h o v e r 1 2 m il l i o n o u t l e t s o p e ra t i n g i n t he c o u n t r y a n d o n l y 4 % o f t he m b e i n g la r g e r t ha n 5 0 0 s q ft i n s iz e . t h e re b y. 9 m i l li o n o u t l e t s i n U S A. Emerging Trends in Indian Retail Industry T i e r -1 P he n o m e no n i s q u i t e p o p u l a r i n b i g c i t i e s l i k e D e l h i a nd M u mb a i fo r q u i t e s o me t i me b u t n o w s ma l l e r c o s mo p o l i t a n c it i e s a re a l s o e me r g i n g i n t h e o r g a n iz e d re t a i l s e c t o r. a . 9 3 0 . 0 0 0 C ro re s ). T h e c ur re n t s i z e o f t he o r g a n i z e d r e t a i l i n g ma rk e t is $ 6 b (R s . 11 . c a t e r i n g t o mo re t ha n 1 3 t i me s o f t h e t o t a l r e t a i l ma rk e t s i z e . 2 8 . I nd i a h a s t h e h i g h e s t n u mb e r o f o u t l e t s p e r c a p i t a i n t he w o r l d w i t h a w i d e l y s p re a d re t a i l ne t w o r k b u t w i t h t he l o w e s t p e r c a p i t a re t a i l s p a c e ( @ 2 s q ft p e r p e rs o n a s c o mp a re d t o 1 6 s q ft p e r p e rs o n fo r U S A ). a . T he I n d i a n re t a i l i n g i n d u s t r y is c u r re n t l y e s t i ma t e d a t $ 2 0 5 b ( R s . a n d i s e s t i ma t e d t o b e c o me $ 8 b (R s .INDI AN RETAIL INDUSTRY R e t a i l i n g i n I n d ia i s o ne o f t h e s i g n i f i c a n t c o n t r ib ut o rs t o t he I nd i a n e c o n o my a n d a c c o u n t s fo r 3 5 % o f t he G D P. 0 0 0 C ro re s ) b y 2 0 1 0 . w i t h i t s c o n t r i b ut i o n t o t o t a l re ta i l i n g s a l e s l i k e l y t o r is e t o 9 % b y d e c a d e e nd . T h i s is i n c o mp a r is o n t o 0 . a me re 3 % o f t h e t o t a l r e t a i l i n g ma rk e t w it h a p ro j e c t e d g ro w t h ra t e o f 2 5 ± 3 0 % p . 3 5 . Ho w e ve r. 0 0 0 C ro re s ) b y 2 0 0 5 a n d $ 2 4 b (R s .

µT i e r -I I ¶ P he no m e no n S ma l l t o w ns w i t h a p o p u l a t io n o f 0 . 0 0 0 ± 1 2 0 . t he s e T i e r. 0 0 0 s q ua r e fe e t i n c o mp a r is o n w i t h t he l a r g e r me t r o s w h e re a n u mb e r o f ma l l s me a s u re o v e r 5 0 0 . V a d o d a ra . D e h ra D u n. M a l l d e v e l o p me n t a c t i v i t y i n t he s e s ma l l t o w ns i s a ls o p i c k i n g u p . B h o p a l. 5 ± 1 m i l l i o n { li k e S u ra t . With of c o ns u mp t i o n already exploited {85% re t a i l s a l e s a s o f n o w } . c re a t i n g q ua l i t y s p a c e fo r re t a i le rs t o fu l fi l l t h e i r a g g r e s s i v e e xp a ns i o n p l a ns . V a ra n a s i. a n d Lu d h i a n a e t c } . R e t a i l e rs a r e i n t ro d u c i n g c o n t e m p o r a r y r e t a i l fo r ma t s s u c h a s h y p e r ma r k e t s a n d s u p e r ma r k e t s i n t he s e ne w p o c k e t s o f g r o w t h. V ij a yw a d a .I I a re a s a re fre s h t a r ge t s a n d a re e x p e c t e d t o c o n t r ib u t e 2 0 -2 5 % o f o r ga n i z e d r e t a i l i n g s a l e s .II c i t ie s ra n g e s b e t w e e n 1 0 0 . Lu c k n o w . a re w i t ne s s i n g a d e fi n e d i n c re a s e i n d i s p o s a b l e i n c o me c o u p l e d w it h h i g h a s p i r a t i o na l l e ve l s l e a d i n g t o e n h a n c e d s p e n d i n g o n c o ns u me r go o d s in along me t ro s with l e s s e ra ve rs i o n being to credit. E ntr y of I nte r na ti o na l P l a y e r s T he fi g h t t o d a y is n o t b e t w e e n B i g o r ga n i z e d re t a i l s t o re s (3 % ) a n d U n o r ga n i z e d K i r a na S h o p s (9 7 % ). Ke e p i n g i n v i e w t he re l a t i v e l y s ma l l e r s iz e o f t he ma rk e t . b u t i t s b e t w e e n 12 . t he a ve ra g e s i z e o f a re t a i l ma l l i n T ie r . C o i mb a t o re . N a s i k . I n d o re . 0 0 0 s q ua re fe e t . B h u b a ne s w a r.

T he y could j us t shop once a and week or o nc e ha s s l e a mo n t h at c o mp a r a t i v e l y c he a p e r ra t e s re ma i n fre e . G i v e n t he I nd i a n c o n d i t i o ns a n d t h e v a s t d i ve rs i t y a s i n g l e fo r ma t ma y n o t b e p o s s ib l e fo r t h e n a t i o n a l p re s e n c e . Pa n t a l o o ns .a n d -p o p s t o re s a n d s o me 1 0 0 0 o d d s u p e r ma rk e t s u n d e r o r g a n i z e d re t a i l c h a i ns . E me r g e nc e of N e w R e t a i l F or ma ts C ur re n t l y t h e re t a i l s e c t o r i n I n d ia is p o p u l a t e d w i t h t h e t ra d i t io n a l mo m. A n i d e a l ³ no fr i l l s ´ mo d e l t o s t a rt w i t h 13 .u r b a n c e n t e rs a s o ve r 6 0 % o f I n d ia n p o p u l a t i o n is s t i l l i n t h e s e p a r t s . India n re t a i l e r w i l l a ls o ne e d t o q u i c k l y c o me t o t e r ms w it h t he ma rk e t re a l i t i e s . T h i s e x p e r ie n c e i n d i c a t e s t ha t t h e I n d ia n c o ns u me r h a s ma t u re d t o t he ne x t le v e l o f s h o p p i n g e x p e r i e nc e . O n o ne h a n d t h e y w i l l fi g h t s i z e fa c t o r a nd o n t he o t h e r h a nd g re a t e ff i c ie n c i e s . T he y w i l l n o l o n g e r b e j us t d e p e n d e n t o n t h e i r l o c a l K i r a n a s h o p fo r t he i r e v e r y d a y n e e d s . A d a r i n g fe w v e nt u r e d i n t o t h e H y p e r ma r k e t s e g me n t w i t h s uc c e s s fu l re s u l t s a nd t h is fo r ma t i s b e i n g fa s t re p l i c a t e d b y o t he r p l a y e rs . E n t r y o f t he s e g l o b a l p la y e rs w i l l i mp a c t t h e w a y I nd i a R e t a i l e rs o p e ra t e . Te s c o and S h o p p e r¶ s S to p . A n i n t e re s t i n g o b s e r va t io n i s t ha t o f l a c k o f p r e s e n c e o f o r g a n i z e d r e t a i l c ha i n s i n t he r u ra l / s e m i . b ut re g i o n s p e c i f i c fo r ma t s ma y e v o l v e . a s m u c h a s it w i l l c h a n g e t he w a y I n d i a n c o ns u me rs l i v e a n d d o t he i r s h o p p i n g .global g i a nt s like W a l -M a rt .

a n e xc l u s i v e j e w e l l e r y ma l l t h a t i s a l re a d y o p e ra t i o na l i n G u r ga o n a n d h a s a mb i t i o us p l a ns t o re p l i c a t e t h e c o n c e p t a c ro s s t h e c o u n t r y. i n a b i d t o o ffe r a d is t i n c t i v e va l u e p r o p o s i t i o n. m a n y ma l l d e v e l o p e rs . I n l i n e w i t h i n t e r na t i o na l t re n d s . µ H o me M a l l s ¶ o ffe r i n g t he e n t i re ra n g e o f b u i l d i n g a nd i n t e r i o r d é c o r s o lu t i o ns a re a ls o coming up in va r i o us p a rt s o f t he c o u n t r y i n c l u d i n g P u n e (µ Is h a n ya ¶ p ro mo t e d b y D e e p a k Fe r t i l i z e rs a nd P e t ro c h e m i c a l s C o r p o ra t i o n Lt d ). a s t he s p a c e re q u i r e d b y re t a i l e rs t o fu l fi l l t h e ir e xp a n s i o n p la n s is l i k e l y t o 14 . a n u mb e r o f a na l o g o us d e ve l o p me n t s l i k e a µ W e d d i n g M a l l¶ b y O ma xe G ro u p .w o u l d b e i d e a l fo r t he r u ra l ma rk e t s . T h e s e n i c h e d e ve l o p me n t s s h a l l e me r ge a s o ne s t o p d e s t i n a t i o ns i n t h e i r c h o s e n p ro d uc t c a t e g o r i e s . P r i c e C or r e c t i o n Fa l l o u t o f t h e s u r g e i n ma l l d e v e lo p me n t a c t i v i t y s ha l l b e t ha t d e ve l o p e rs w i l l b e fo rc e d t o o ffe r re t a i l e rs p r i me r e a l e s t a t e s p a c e s a t c o s t s lo w e r t h a n t h o s e p re v a i l i n g t o d a y. Spe c i a l t y M a l l s K e e p i n g i n mi n d t h e a s t o n is h i n g p a c e w i t h w h i c h ne w s u p p l y is e xp e c t e d t o e n t e r t h e ma rk e t . G u r ga o n & Ko l k a t a . t h i s w o u l d he l p t o t a k e t h e m t o t h e ne x t le v e l o f s u p e r ma r k e t e x p e r ie n c e . a re p l a n n i n g t o d e ve l o p µ s p e c ia l t y ma l l s ¶ . T h e D e l h i . a re a ls o i n t h e o ffi n g .b a s e d A e re n s G r o u p ha s d e v e lo p e d G o l d S o u k . Fu r t h e r. µ A ut o mo b i le M a l l ¶ e t c .

e ve n p e r i o d fo r re t a i l e rs . u n d e r-s e r v e d ma r k e t s c o u l d p ro v i d e e n o u g h ma r g i n s t o re t a i l e rs t o c o mp e ns a t e fo r l o s s o f ma r g i n s i n s o me o f t he o v e r s e r ve d ma rk e t s .fo r ma t d e p a r t me n t s t o r e s . T r a d i ti o na l R e ta i l e r s i n M a l l s T he a b u n d a n t s u p p l y o f re t a i l s p a c e ha s p r o v i d e d re t a i l e r s w it h t h e le e w a y t o e x p e r i me n t w i t h n e w e r fo r ma t s a n d p ro d uc t categories. M o re o ve r. t he re b y . p u s he d S t ud y b y to mo d e r n J a n a k . re d u c i n g t he b re a k . t h e re la t i v e l y o v e r-s e r v e d c i t i e s c o u l d w i t ne s s h i g h e r a c t i v i t y . w h i c h s h a l l t ra n s la t e i n t o h i g h e r re v e n u e re a l i z a t i o ns fo r d e ve l o p e rs . T h i s c o r re c t i o n c o u l d re s u lt i n a mo re s t r u c t u re d r e t a i l re a l e s t a t e ma r k e t t h a t w o u l d a l lo w re t a i l e rs a h i g h e r ma r g i n o n t h e i r r e a l e s t a t e i n v e s t me n t s . T r a ns f o r m a t i o n & I n no v a t i o ns of S up pl y C ha i n and T r a ns p o r t a t i o n l o g i s ti c s 15 . M e h ra s o n¶ s J e w e l l e rs e t c being re t a i l i n g fo r ma t s l i k e s h o p p i n g m a l ls .b e le s s e r t ha n o ffe re d . M a l l d e v e l o p e rs s h a l l h a v e s u f fi c i e n t i n c e n t i v e t o o p e ra t e o n a re v e n u e s ha r i n g p r ic i n g mo d e l a s ma n y o f t h e s e t ra d i t i o na l re t a i l e rs c a n g e ne ra t e h i g h e r s a le s p e r s q u a re fo o t a s c o mp a re d t o t he la r ge r . a s re a l e s t a t e s p a c e b e c o me s mo re a ffo rd a b le . t he re b y e na b l i n g t he m t o e x p a n d fa s t e r. Fu r t he r. E ve n t ra d i t io n a l re t a i le rs are like Be n z e r.

M o s t gr o c e r y r e t a i l e rs like Fo o d W o r ld ha v e started t ra c k i n g c o n s u me r p u r c ha s e s t h ro u g h C R M . c ha n g e i n t h e e q u i l i b r i u m w it h ma n u fa c t u r e rs a n d a t ho ro u g h u n d e rs t a n d i n g o f t h e c o ns u me r b e ha v i o r.To c o u n t e r t h e u n b e a t a b le a d va n t a ge s o f c o n v e n i e n c e o f a h o p . a s d is c us s e d b e fo re . M or e us e of T e c hno l o g y R e t a i l i n g . shopping experience. i nc re a s e s t o c k t u r ns a n d ge t b e t t e r c re d i t t e r ms fro m ve n d o rs .h o w b e s t i t c a n le v e ra g e i t s s c a le t o d r i v e me r c ha n d is e c o s t s d o w n. q ua l i t y. c o s t . c o mp l i c a t e d la w s a n d a n i n d i ffe re n t a t t it u d e . a d v a nc e d t e c h n o l o g i e s . A s uc c e s s fu l re t a i l e r 's w i n n i n g e d ge w i l l t he re fo re c o me fr o m s o u rc i n g .a re s u l t o f i n a d e q ua t e i n fr a s t r u c t u re . T h e s up p l y c h a i n i n I n d i a is fu l l o f i n e ff i c i e nc i e s . 16 .o ffe r a t t ra c t i v e p r i c e s t o t he c o n s u me r. T h e l i fe s t y l e re t a i l e rs t h r o u g h t h e i r `a ff i n i t y c l u b s ' a nd ` re w a r d clubs' a re establishing t he i r p ro c e s s e s . t o o ma n y m i d d le me n. k no w le d g e a nd c us t o me r. i s a t a n a s c e n t s t a ge i n I nd i a .va lu e fo r mo n e y . d is c o u n t s . T he c o mp l i c a t e d i n fo r ma t i o n s y s t e ms a n d u n d e r l y i n g t e c h n o l o g i e s a re i n t he p ro c e s s o f b e i n g e s t a b l is h e d . E f fi c i e nt s u p p l y c h a i ns c a n a c h i e v e t h is o b j e c t i v e a n d fue l d e ma n d . W i t h d i f fe re n t i a t i n g s t ra t e g i e s .ma r k e t . t h e g ro u n d i s a l l s e t fo r t h e o r ga n i z e d re t a i l e rs . s k i p a nd a j u mp a c c e s s a nd ho me d e l i v e r y . o r g a n i z e d re t a i l e rs s e e m t o ha v e j us t o n e o p t io n . The t ra d i t io n a l re t a i l e rs w i l l a l w a ys c o nt i n u e t o e x i s t b u t o r ga n i z e d re t a i l e rs a re w o rk i n g t o w a r d s r e v a mp i n g t h e i r b us i n e s s t o o b t a i n s t ra t e g i c a d v a n t a g e s a t v a r io u s le v e ls . va r ie t y.

O ne o f t he e a r l i e s t p la y e rs i n t he I n d ia n re t a i l s c e na r i o S u b h i k s ha 's o p e ra t i o ns c a me t o a ne a r s t a n d s t i l l a n d re q u i re d liquidity i n j e c t i o n. Their p h i l o s o p h y t o d a y i s t h u s t o c r e a t e a c e n t e r w he re p e o p le w o u l d w a nt t o s t a y w e l l b e y o n d t h e i r s h o p p i n g t i me t o e na c t t he r i t u a ls of u rb a n l i fe .i ns o n w e e k d a ys . T he y ha v e re c o g n i z e d t ha t t h e i r c e nt e rs n e e d t o b e e nt e rt a i n i n g. To e n s u re re g u l a r w a l k . a n d t ha t s ho p p e rs w a n t t h e i r ma l l s a n d t o w n c e n t e rs to b le n d with and r e fl e c t t h e ir own co mmunities. U S A c o n t a i n s a s c ho o l. ma l l d e v e l o p e rs h a ve s t a rt e d t o fo c u s o n i n v o l v i n g t he l o c a l c o m m u n i t y . a n a ud i t o r i u m. D a n d ia a n d N a v ra t re p a r t i e s a t A n s a l P la z a a n d Fe s t i v a l p a r t ie s a t o t h e r ma l l s a ls o ha v e t h e s a me o b j e c t i v e . Fo r e x a mp l e . a n i c e -s k a t i n g r i n k a nd e ve n a z o o fo r t he s a m e re a s o n . V is h a l Retail secured c o rp o ra te debt re s t r uc t u r i n g ( C D R ) p la n fr o m i t s l e nd e rs w h i l e o t h e r p l a ye rs l i k e t he R e l i a n c e R e t a i l r u n b y M u k e s h A mb a n i a n d Pa n t a l o o n l e d K i s h o re B i y a n i b y w e n t s l o w o n e x p a ns i o n p l a ns a n d e v e n s c a l e d d o w n o p e ra t i o ns . R e t a i l a nd R e c e s s i o n T he g l o b a l e c o n o m i c s l u mp h a s h a d i t s i mp a c t o n t h e I n d ia re t a i l s e c t o r. S o u t h -d a l e M a l l. Ac t i v i t i e s like k a ra t e c la s s e s and paintin g c o mp e t i t i o ns fo r c h i l d re n p u l l t he i r s a la r y -e a r n i n g p a re n t s t o v i s i t t he ma l l .C o mm u ni ty I nv o l v e m e nt Fo o t fa l l s i n mo s t ma l l s a re o b s e r ve d t o b e s i g n i fi c a n t l y h i g h e r o n w e e k e n d s . 17 .

RET AILERS IN INDI A 1 ) K . R a he j a G r o up y y y y y y S ho p p e r¶ s s t o p H o me St o p M o t he r c a re Hyper city C ro s s w o r d P la n e t M 2 ) T a t a T r e nt y Westside y St a r I n d i a Ba z a a r y La n d ma r k y C ro ma 3 ) R P G G r o up y Sp e n c e r¶ s s u p e r ma rk e t y Sp e n c e r¶ s d a i l y y Sp e n c e r¶ s h y p e r ma rk e t y M us ic w o r l d 4 ) R e l i a nc e G r o up y R e l ia n c e fre s h y S u b h i k s ha 18 .

5 ) B ha r ti G r o up 6 ) A di t y a B i r l a G r o up 7 ) C a f é C of f e e D a y 8 ) P a nt a l o o n r e ta i l (I ) P v t. L t d y Pa n t a l o o ns y Big bazaar y Fo o d b a z a a r y Fa s h i o n s t a t i o n y All y Blue sky y E Zo n e y Collection I y H o me T o w n y C e nt ra l M a l l 9 ) G o dr e j G r o up y G o d re j A a d h a r y N a t u re ¶ s Ba s k e t 1 0 ) N i l g i r i ¶s -F or ma ts y N i l g i r i 's ¶ s up e r ma r k e t c h a i n 1 1 ) S ub hi ks ha -F or m a ts 19 .

1 3 ) P y r a mi d R e t a i l -F o r m a ts y P y ra mi d M e g a s t o r e y T r ue -M a rt 20 .y S u b h i k s ha s u p e r ma r k e t p h a r ma c y y Te l e c o m d is c o u n t c h a i n. 1 2 ) L i f e s t y l e I nte r na t i o na l y Li fe s t y l e Ho me C e n t re y Max y Fu n C i t y y I n t e r n a t i o n a l Fr a nc h i s e b ra n d s t o r e s .

1 : TOP 20 RETAILERS WORLD WIDE 21 .TABLE 1.

5 8 . 1 0 . 0 0 0 c r o re E mp l o y e e s : .w w w . 0 0 0 W e b s i t e : .M u mb a i . I n d i a (1 9 9 4 ) Fo u n d e r (s ) : .T y p e : . I n d i a K e y P e o p l e : . fu t u re g r o u p .K i s h o re B i y a n i ( F o u n d e r a n d G r o up C EO ) R e ve n u e : .R s . i n 22 .K i s h o re B i y a n i H e a d q u a rt e rs : .M u mb a i .P r i v a t e C o n g l o me ra t e Fo u n d e d : .

About Future Group
Fu t u r e G ro u p is o ne o f t he c o u n t r y ¶ s le a d i n g b u s i n e s s g ro u p s p re s e n t i n re t a i l , a s s e t ma n a g e me n t , c o ns u me r fi n a nc e , i n s u ra n c e , re t a i l me d ia , re t a i l s p a c e s a nd l o g is t ic s . T h e g r o u p ¶ s fl a gs h i p c o mp a n y, P a nt a l o o n R e t a i l (I ndi a ) L i mi te d o p e ra t e s o v e r 6 m i l l i o n s q u a re fe e t t h r o u g h 4 5 0 s t o r e s i n 4 5 c i t ie s . S o me o f i t s l e a d i n g r e t a i l fo r ma t s i n c l u d e , P a nt a l o o n s , B i g B a z a a r, C e n t ra l , Fo o d Ba z a a r, H o me T o w n, e Z o ne , D e p o t , Fu t u r e M o n e y a n d o n l i n e re t a i l fo r ma t , fu t u r e b a z a a r. c o m. Fu t u r e G ro u p c o mp a n i e s i n c l u d e s , Fu t u re C a p i t a l H o ld i n g s , Fu t u r e G e n e ra l i I n d ia , Indus Le a g u e Clothing and Galaxy

E n t e rt a i n me n t t h a t ma n a ge s S p o r t s Ba r, Br e w Ba r a n d B o w l i n g C o . Fu t u re C a p i t a l H o ld i n g s , t h e g ro u p ¶ s fi n a n c i a l a r m, fo c us e s o n a s s e t ma n a ge me n t a n d c o ns u me r c re d i t . It ma na g e s a s s e t s w o rt h o ve r $ 1 b i l l i o n t h a t a re b e i n g i n v e s t e d i n d e v e l o p i n g re t a i l re a l e s t a t e a nd c o ns u me r- re l a t e d b ra n d s a n d ho t e ls . T he g ro u p ¶ s j o i n t v e n t u re p a rt n e r s i n c l u d e I t a l i a n i n s u ra nc e ma j o r, G e ne ra l i , Fre n c h re t a i l e r ETAM g ro u p , U S- b a s e d

s t a t i o na r y p r o d u c t s re t a i l e r St a p l e s I nc , U K -b a s e d Le e C o o p e r a nd I n d i a b a s e d Ta l w a l k a r¶ s , B l u e F o o d s a n d Li b e r t y S h o e s .
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Fu t u r e G ro u p ¶ s v i s i o n i s t o , ³ D e l i v e r E v e r y t hi ng , E v e r y w he r e , E v e r y ti me t o E v e r y I ndi a n C o ns ume r i n t he m os t p r of i ta bl e ma n ne r . ´ T he g r o up c o ns i d e rs µ I nd i a n- ne s s ¶ a s a c o re v a l u e a n d i t s c o rp o ra t e c re d o is - R e w r i t e r u l e s , R e t a i n v a l u e s .

G r o up V i s i o n

Fu t u r e G ro u p s h a l l d e l i v e r E v e r y t h i n g, E v e r yw h e re , E ve r y t i me fo r E ve r y I n d i a n C o n s u me r i n t he mo s t p ro f i t a b le ma n n e r.

G r o up M i s s i o n

1 . W e s ha r e t he v i s i o n a n d b e l ie f t h a t o u r c u s t o me rs a n d s t a k e h o l d e rs s ha l l b e s e r ve d o n l y b y c re a t i n g a n d e x e c u t i n g fu t u r e s c e na r i o s i n t he c o ns u mp t i o n s p a c e le a d i n g to e c o no mi c d e ve l o p me n t . 2 . W e w i l l b e t h e t re n d s e t t e rs i n e v o l v i n g d e l i v e r y fo r ma t s , c re a t i n g r e t a i l re a l t y, ma k i n g c o ns u mp t i o n a ffo r d a b l e fo r a l l c us t o me r s e g me n t s ± fo r c l a s s e s a n d fo r ma s s e s . 3 . W e s h a l l i n f u s e I nd i a n b ra n d s w it h c o n fi d e nc e a n d r e ne w e d a mb i t i o n. 4 . W e s ha l l b e e ffi c i e n t , c o s t - c o n s c io us a n d c o m m it t e d t o q ua l i t y in whatever we do. 5 . W e s h a l l e ns u re t h a t o u r p o s i t i v e a t t i t u d e , s i n c e r i t y, h u m i l i t y a nd u n i t e d d e t e r m i n a t io n s h a l l b e t he d r i v i n g fo rc e t o ma k e u s s uc c e s s fu l .
24

C or e V a l ue s

o I nd i a n n e s s : c o n fi d e nc e i n o u rs e l v e s . o Le a d e rs h i p : t o b e a le a d e r, b o t h i n t ho u g h t a n d b us in e s s . o R e s p e c t & H u mi l i t y : t o re s p e c t e ve r y i n d i v i d u a l a n d b e h u mb l e i n o u r c o n d uc t . o I n t r o s p e c t i o n : l e a d i n g t o p u rp o s e fu l t h i n k i n g . o O p e n n e s s : t o b e o p e n a n d re c e p t i v e t o n e w i d e a s , k n o w l e d g e a nd i n fo r ma t io n . o V a l u i n g a n d N u rt u r i n g R e la t io n s h i p s : t o b u i l d l o n g t e r m re la t i o ns h i p s . o S i mp l i c i t y & Po s i t i v i t y : S i mp l i c i t y a n d p o s i t i v i t y i n o u r t ho u g h t , b us i n e s s a n d a c t io n . o Adaptability: c ha l l e n g e s . o Fl o w : t o re s p e c t a n d u n d e rs t a n d t h e u n i v e rs a l la w s o f n a t u r e . to be fl e x i b l e a nd a d a p t a b le , to me e t

G r o up W e bs i te s :
y y y y y y

Pa n t a l o o n R e t a i l (w w w . p a n t a l o o n r e t a i l. i n ) Fu t u r e Ba z a a r (w w w . fu t u re b a z a a r. c o m) Fu t u r e Br a nd s (w w w . fu t u r e b ra n d s . c o . i n ) Fu t u r e G ro u p ( w w w . fu t u r e g r o up . i n ) Fu t u r e C a p i t a l Ho l d i n gs (w w w . fc h . i n ) Fu t u r e G e n e ra l i (w w w . fu t u r e ge n e r a l i. i n )
25

fhd l . c o m) Fu t u r e M e d i a ( w w w . i n ) 26 .y y y Fu t u r e H u ma n D e ve l o p me n t (w w w . fu t u re s u p p l y c h a i ns . i n ) Fu t u r e S u p p l y C h a i n S o l u t i o n (w w w . fu t u r e me d i a .

b l e n d s t he l o o k . B i g B a z a a r. is I nd i a ¶ s le a d i n g re t a i l e r t ha t o p e ra t e s m u l t i p l e re t a i l fo r ma t s i n b o t h t he va l u e a n d l i fe s t y l e s e g me n t o f t he I n d i a n c o ns u me r ma rk e t . A s u b s i d ia r y c o mp a n y . A L L. T he c o mp a n y ¶ s le a d i n g fo r ma t s i n c l u d e Pa n t a l o o ns . a la r g e . t he c o mp a n y o p e ra t e s o ve r 7 mi l l i o n s q ua re fe e t o f re t a i l s p a c e . a nd h e a d q ua r t e re d i n M u mb a i ( B o mb a y ). B l u e Sk y. Le d b y i t s fo u n d e r a n d G ro u p C E O . mB a z a a r a n d St a r a n d S i t a ra . Fo o d Ba z a a r. ha s o v e r 1 0 0 0 s t o re s a c ro s s 5 3 c i t ie s i n I n d i a a nd e mp l o ys o v e r 2 5 . B ra n d Fa c t o r y . a c ha i n o f fa s h i o n o u t l e t s . a u n i q u e l y I n d i a n h y p e r ma r k e t c ha i n. K i s h o r e B i y a n i. M r. T h e c o mp a n y a ls o o p e ra t e s a n o n l i n e p o rt a l. a s u p e r ma r k e t c ha i n. t o u c h a nd fe e l o f I n d i a n b a z a a rs w i t h a s p e c t s o f mo d e r n re t a i l l i k e c ho i c e . Ho me So l u t i o n s Retail (I n d i a ) Li m i t e d . c o m. S o me o f i t s o t he r fo r ma t s i nc l u d e . 0 0 0 p e o p le . c o n v e n i e nc e a n d q ua l i t y a n d C e ntr a l .Pantaloon Retail (India) Limited Pa n t a l o o n R e t a i l ( I n d i a ) Li m i t e d . Fa s h i o n S t a t i o n. f ut ur e b a za a r . a c ha i n o f s e a m l e s s d e s t i n a t i o n ma l l s . o p e ra t e s Ho me To w n. To p 1 0 . S h o e Fa c t o r y. D e p o t .fo r ma t ho me s o lu t i o n s 27 .

b y A SI A P A C I F I C T O P 5 0 0 . s e l l i n g h o me fu r n i t u re p r o d u c ts a n d E. 6 . R e a de r s D i g e s t T r us te d B r a nd s P l a t i num A w a r d. 4 . B us i ne s s L e a de r s hi p A w a r d i n r e ta i l by N D T V .Z o ne fo c u s e d o n c a t e r i n g t o t h e c o n s u m e r e le c t ro n i c s s e g me n t . ¶ T h e g ro u p ¶ s c o rp o r a t e c re d o is . I nte r na ti o na l R e ta i l e r of t h e Y e a r 2 0 0 7 b y t he U S. C o l l e c t io n i.s t o r e . 28 . ¶ INTERNATIONAL & NATIONAL AWARDS Pa n t a l o o n R e t a i l w a s re c e n t l y a w a rd e d a s : 1 . B e s t of t he B E ST R E T A I L E R 2 0 0 6 & 2 0 0 7 . C N B C A W A Z m os t pr e f e r r e d L a r g e F o o d & g r o c e r y S up e r ma r ke t. T he E me r g i ng M a r ke t R e ta i l e r of t he Y e a r 2 0 0 7 a t t he W or l d R e t a i l C o ng r e s s he l d i n B a r c e l o na . SI N G A P O R E . µ R e w r i t e r u l e s . a s e s p o us e d i n t h e gr o u p ¶ s c o r e va l u e o f µ I n d ia n n e s s .ba s e d N a t i o na l R e ta i l F e de r a t i o n (N R F ) a nd 2 . Fu t u r e G ro u p b e l i e ve s i n d e v e l o p i n g s t r o n g i n s i g h t s o n I nd i a n c o ns u me rs a n d b u i l d i n g b u s i n e s s e s b a s e d o n I nd i a n id e a s . 5 . 7 . R e t a i n v a l u e s . 3 . H e w i t t i nt e r na ti o na l B E ST 1 5 E M P L O Y E R i n I N D I A .

Pa n t a l o o n R e t a i l is t he fl a g s h i p c o mp a n y o f F ut ur e G r o up . a b us i n e s s g ro u p c a t e r i n g t o t h e e n t i re I nd i a n c o ns u mp t i o n s p a c e . 1 l i ne of b us i ne s s T he n e x t p a g e c a rr i e s a t a b l e s ho w i n g t h e Fu t u r e G ro u p . N o w w e a r e go i n g t o d is c u s s a b o u t a l l t h e LI N Es O F BU SI N ES S c o me u n d e r P AN T A LO O N ¶ s R E T A I L. T a b l e 3 . j o i n t ve n t u re s o f t h e 29 .

30 .

CENTRAL La u n c h e d i n M a y '0 4 a t Ba n g a l o r e . T he n e w µ C e n t r a l¶ ma l l c o mp l e x e s . h o us i n g s up e r ma rk e t s a nd fo o d c o u rt s . Lo c a t e d i n t h e he a rt o f t h e c i t y. In s ho r t . Ea t i n g . µ C e n t ra l¶ ma l l fo r m a t s t o re s a re one stop d e s t i n a t i o n s fo r S h o p p i n g. e a t a nd c e l e b r a te . a n d C e le b ra t i n g . C e n t ra l ma l l s to c re a t e a n e x p e r i e nc e of µ c e l e b ra t i o n¶ c o u l d e v e n o f fe r fa c i l i t i e s fo r n i g h t c l u b . w o u l d a ls o h o us e mu l t i p l e x t h e a t e r fa c i l i t ie s fr o m I n o x o r P V R g ro u p s . T he t h o u g h t behind this pioneering concept was to give c us t o me rs an u n o b s t r uc t e d a nd a p u re s h o p p i n g e x p e r i e n c e a n d t o e n s u re t h e b e s t b ra n d s i n t he I n d ia n ma rk e t a re ma d e a v a i l a b l e t o t h e d is c e r n i n g I n d ia n c us t o me r. C e nt ra l o f fe rs e ve r y t h i n g fo r t he u rb a n a s p i ra t i o n s h o p p e r t o s ho p. C e n t r a l b e l i e ve s i t s c us t o me rs s ho u l d n o t h a ve t o t ra v e l l o n g d is t a nc e s t o re a c h us . 31 . T he s e s t o re s o ffe r p ro d uc t s of o ve r 5 0 0 well known d o me s t i c a n d i n t e r na t io n a l b r a nd s . i n s t e a d w e m u s t b e p re s e nt w he re c us t o me rs fre q ue n t l y visit. s e a ml e s s ma l l a nd t h e fi r s t o f i t s k i n d i n I n d i a . C e n t ra l i s a s h o w c a s e . Be s i d e s . a c c o rd i n g t o c o mp a n y o f fic i a ls .

T h e ma l l i s c o n v e n i e nt l y l o c a t e d n e a r N H 8 a nd G u r g a o n . a nd H y d e ra b a d . c us t o me rs no l o n g e r o n l y s h o p . P u n e .T he p re m i u m c h a i n. T h e Fo o d Ba z a a rs a t C e n t ra l M a l l e n s u re t h e a va i l a b i l i t y o f q u a l i t y g ro c e r y o f y o u r c h o ic e . T he re a re s t o re s a n d s ho w r o o ms s e l l i n g mo re t h a n 5 0 0 re p u t e d b ra n d s w i t h q ua l i t y a s s u ra n c e . T h e Fo o d C o u r t a t t he ma l l i s o n e w o r t h v i s i t i n g . T he re a re fi n e s t c o l l e c t i o ns fo r m e n. 0 0 0 s q ua re f e e t a re a . G ur g a o n . 32 . 2 5 . T h e n u mb e r o f t h e s e ma l l fo r ma t s t o r e s a ft e r e x p a n s i o n w i l l g o u p t o 1 8 s t o re s i n 2 0 1 0 . At C e n t ra l . w o me n a n d k i d s . i s c ur re n t l y r u n n i n g f iv e s t o re s a t Ba n g a l o re . I n a s h o r t s p a n o f i t s e x i s t e nc e C e nt ra l ha s re v o l u t i o n i z e d a nd re d e fi n e d t h e s h o p p i n g e xp e r ie n c e i n I n d ia . t h e y ge t S H O P -A T A I N E D ! GURGAON CENTRAL Sp re a d o ve r 1 . T he r e s t a u ra n t s c a t e r t o t he t a s t e p r e fe re n c e s o f a n y o ne w i t h a w id e v a r i e t y o f c u i s i n e s o f t he Ea s t a nd t he W e s t . V a d o d a r a . G ur g a o n C e ntr a l M a l l is t h e ma n i fe s t a t i o n o f S t o re s w i t h o ut D o o rs . w h i c h b e g a n o p e ra t i n g fo u r y e a rs a g o fr o m B a n g a l o r e i n M a y 2 0 0 4 . It i s i n d e e d a n i d e a l p la c e fo r s ho p p i n g a n d c e le b ra t i o n.M e h r a u l i ro a d .

T h e t h i r d fl o o r is e xc l u s i v e l y fo r fo o d i t e ms .T he i r c a t c h p h ra s e re a d s . T he Fo o d C o u r t r e s t a u ra n t s a n d Fo o d Ba z a a r w i t h g r o c e r y s t o r e s s e l l i n g g r o c e r y a rt i c le s a t w ho l e s a le p r ic e s a re o n t he t h i r d fl o o r. ´ T h e St o re s a t t he G u r g a o n C e n t ra l M a l l h a ve b e e n a s s o rt e d i n t o fl o o rs p r o d uc t . T he g r o u n d fl o o r i s a rr a n g e d fo r c o s me t i c s t o re s .w is e . T h e ma l l is o p e n fr o m1 1 a m t o 1 0 p m. 33 . T he third fl o o r ha s s t o re s selling c o n s u me r a r t ic l e s p r i ma r i l y u s e d b y me n. ³ t re a t y o u r t a s t e b u d s to s o me o f t he mo s t e x o t i c c u i s i n e s a n d l i p s ma c k i n g d e s s e rt s s p re a d o ve r a s p ra w l i n g fo o d c o u rt . T he fi r s t fl o o r ho u s e s s t o re s d e a l i n g i n w o me n a n d k i d s s t u ff.

34 .

´ 35 . C o ns u me rs a re b e s i e ge d b y a d v e rt i s i n g . n e w s a rt i c l e s . a n d s h o p p i n g ma l l s . w h i c h o ffe rs a u n i q u e i n s i g h t i n t h e m i n d s o f t h e c o n s u me r.LITERATURE REVIEW R e t a i l e rs a nd ma r k e t e rs o ft e n s e e k t o le a r n h o w a n d w h y p e o p l e s h o p . t h e b ra n d c o u l d b e i mp r o ve d . s t o re s . i n c re a s e s mu c h o f i t w i t h m i x e d n u mb e r a n d me s s a g e s . a n d t h e a v a i l a b i l i t y o f m u l t i c o mp o ne n t p r o d u c t s a nd e l e c t ro n i c p u rc ha s i n g c a p a b i l i t ie s h a ve b r o a d e ne d t he s p he re fo r c o ns u me r c h o ic e a nd ha v e c o mp l i c a t e d d e c is i o n ma k i n g ( Ha fs t ro m e t a l . a n d ma k e h i s s t ra t e g i e s mo r e s uc c e s s fu l. T he c o ns u me r d e c is i o n ma k i n g p ro c e s s is a c o mp l e x p he n o me n o n . T h e p u rc h a s e o f g o o d s o r s e r v i c e s i n c l u d e s a N u mb e r o f fa c t o rs t h a t c o u l d a ffe c t e a c h d e c is i o n. a n d d i r e c t ma i l i n g s t ha t p r o v i d e a n a b u n d a n c e o f i n fo r ma t i o n. . T h u s t a k i n g c us t o me r fe e d b a c k is a n i mp o rt a n t t o o l i n t h e re t a i l i n d u s t r y. a n d v a r i o us o t he r p la c e s . Sp ro l e s a nd K e nd a l l (1 9 8 6 ) d e fi n e a c o n s u me r d e c is io n ma k i n g (C D M ) s t y l e a s ³ a me n t a l o r i e n t a t i o n c h a ra c te r iz i n g a c o ns u me r 's a p p ro a c h t o ma k i n g c h o ic e s . c o ffe e h o u s e s . It s a n i mp o rt a n t t o o l. 1 9 9 2 ). W e s e e c u s t o me r fe e d b a c k fo r ms b e i n g p ro v i d e d a t va r i o us re s t a u ra n t s . D e c is i o n ma k i n g i s mo r e c o mp l e x a n d e ve n mo r e i mp o rt a n t fo r c o n s u me rs t o d a y t ha n i n t h e p a s t . it w i l l n o t o n l y t e l l us a b o u t t he b ra n d p e rc e p t i o n b u t a l s o a b o u t t h e w a y s t he c o ns u me r t h i n k . in the v a r i e t y o f g o o d s . I n a d d i t i o n. t h us a l l o w i n g t h e ma rk e t e r t o p re p a re i n t he ma n n e r.

b ra n d c ha ra c t e r is t ic . 1 9 9 1 ). t e r m. B ra n d c o n c e p t s m u s t a d d re s s c us t o me r i n t e re s t s a n d l i fe s t y l e s . e d u c a t e c o ns u me rs a b o u t t h e i r s p e c i f i c d e c is i o n ma k i n g c h a ra c t e r is t ic s . T he o r e t i c a l of B r a nd i ng B ra n d is t h e i ma ge t h a t c o ns u m e rs ha v e i n mi n d ( Aa k e r. T h e A me r i c a n As s o c ia t i o n d e fi n e s a b ra n d a s ³ a na me . s i g n . s y mb o l o r d e s i g n . I t is a ls o t he u n i q u e c h a ra c t e r is t ic s t h a t ha v e b e e n d e ve l o p e d a l l t he t i me i n o rd e r t o d i ffe re n t i a t e a c t ua l p ro d u c t s fr o m t h e c o mp e t i t o rs (M u r p h y. 36 . I n a d d it i o n . T he s e d i ffe re n c e s ma y b e fu n c t i o na l. o r a c o mb i n a t io n o f t he m i n t e nd e d t o i d e n t if y t h e g o o d s o r s e r v i c e s o f o n e s e l le r o r g ro u p o f s e l l e rs a n d to d i f fe re n t ia t e t he m fr o m t h o s e o f c o mp e t i t o rs . b ra n d i ma ge a n d b ra n d e q u i t y. Fa c t o rs t h a t a f fe c t its b r a nd i ma g e a nd b ra n d p e rc e p t i o n a mo n g ma r k e t i n g c o m m u n i c a t i o n p ro g ra m t ha t i mp l e me n t i n g t o t h e p ub li c t o c re a t e b ra n d p e rc e p t i o n.N e w A g e M a r k e t i n g : E me r g i n g R e a l it i e s A c c o rd i n g t o Sp r o le s & Ke n d a l l (1 9 8 6 ) i d e n t i f i c a t i o n o f t he s e c ha ra c t e r i s t i c s a mo n g c o ns u me rs " he l p s to p ro fi l e an i n d i v i d u a l c o ns u me r s t y l e . o r e mo t io n a l o r i n t a n g i b l e re l a t e d t o w ha t t he b r a nd re p re s e n t s . ³ A b ra n d i s t h us a p r o d u c t o r s e r v i c e t h a t a d d s d i me n s i o ns t h a t d i f fe re n t i a t e it i n s o me w a y fr o m o t h e r p r o d u c t s o r s e r v i c e s d e s i g n e d t o s a t is fy t he s a me ne e d . r a t i o na l . a n d c o u n s e l fa m i l ie s o n fi n a n c ia l ma n a g e me n t ". 1 9 9 0 ).

B r a nd P e r c e p ti o n B ra n d p e rc e p t i o n is c o ns u me rs ¶ a b i l i t y t o i d e n t i f y t he b ra n d u n d e r d i f fe re n t c o n d i t i o ns . p e rc e i v e d q ua l i t y . It r e fe rs t o t h e s t re n g t h o f a b ra n d p re s e nc e i n c o n s u me r¶ s m i n d s . I n t he fi n e a rt s . Pe rc e i v e d q ua l i t y i s a n o t h e r v a l u a t i o n o f b ra n d t o p us h t h e c us t o me r t o b u y p r o d u c t s . B ra n d a w a re n e s s w a s d e fi n e d a s t he c o ns u me rs ¶ a b i l i t y t o i d e n t i f y o r re c o g n i z e t h e b ra n d (R o s s it e r a n d Pe rc y. c o ns u me r -b a s e d b ra n d e q u i t y w a s d e s c r i b e d fo r fo u r d i me n s i o ns . 1 9 8 7 ) . B ra n d r e c a l l re fe rs t o c o n s u me r¶ s a b i l i t y t o re t r i e v e t he b ra n d fro m t h e me mo r y ( Ke l l e r. B ra n d a w a r e ne s s ha s s e ve ra l l e ve l s s t a rt i n g fr o m the le s s re c o g n i t i o n of t he b ra n d to d o m i n a n c e ( Aa k e r. Pe rc e i v e d q u a l i t y w a s e v a lu a t e d a n d d e c i d e d b y c o n s u me rs . Ac c o r d i n g t o t he i mp r o v e me n t o f me a s u re me n t fo r b ra n d e q u i t y. 1 9 9 3 ). a s re fl e c t e d b y t h e i r b r a nd re c o g n i t i o n o r re c a l l p e r fo r ma n c e ( K o t le r & L a ne . B ra n d b u i l d i n g ha s b e e n a ro u n d fo r c e n t u r i e s a s a me a ns t o d i s t i n g u i s h t h e go o d s o f o ne p ro d uc e r fro m t h o s e o f a n o t h e r. a nd b ra n d lo y a l t y ( Pa p p u . b ra n d a w a re n e s s . B ra n d s t o d a y p l a y a n u mb e r o f i mp o rt a n t ro l e s t ha t i mp ro v e c o ns u me rs ¶ 37 . b ra n d i n g b e g a n w i t h a rt i s t s s i g n i n g t h e i r w o r k s . 2 0 0 5 ). b ra n d a s s o c ia t i o n. T he e a r l i e s t s ig n s o f b ra n d i n g i n E u r o p e w e re t he me d ie v a l g u i l d s ¶ r e q u i r e me n t t h a t c ra ft s p e o p l e put t r a d e ma r k s on their p ro d u c t s to protect t he ms e l v e s a nd c o n s u me rs a g a i n s t i n fe r i o r q ua l i t y . 2 0 0 6 ). 1 9 9 1 ). e t a l.

38 .l i v e s a n d e n h a nc e t he fi n a n c i a l v a l u e o f fi r ms ( Ko t l e r & La ne . B uz z e l l & Gate. B ra n d a w a re ne s s a n d b r a nd p e rc e i v e d q ua l i t y a s t h e s i g n i f i c a n t fa c t o rs t o c re a t e a n d ma i n t a i n b ra n d e q u i t y. 1996. p e rc e iv e q ua l i t y a nd b ra n d equity ( A k e r. 1 9 8 7 ). The ma r k e t i n g p r o g ra m h a s e ffe c t t o i mp r o v e t he p e rc e i v e q u a l i t y o f b ra n d fo r d i f fe r e nt c u s t o me rs . T he re a re p o s i t i v e r e la t i o ns h i p a mo n g b r a n d a w a re n e s s . 2 0 0 6 ).

y To a n a l y z e t he a t t r a c t i v e n e s s o f t h e ma l l fr o m t he p o i n t o f v i e w o f t he c us t o me r. y To o b s e r ve t he C us t o me r Pe rc e p t i o n and p re fe r e nc e re ga rd i n g t h e d i f fe r e nt re t a i l c h a i ns i n G u r g a o n . 39 . y To o b s e r v e t he p s yc h o l o g y o f t he c u s t o me rs re g a r d i n g . v i s i t i n g a ma l l .OBJECTIVESOf THE STUDY T he p re s e n t s t u d y h a s b e e n c a r r ie d o u t w i t h t h e fo ll o w i n g objectives to: y To c o mp a re Br a nd Aw a re n e s s o f G ur g a o n C e n t ra l a s a b ra n d a s c o mp a re d t o o t h e r re t a i l c ha i n s i n t h e v i c i n i t y . y To a na l y z e out t he va r i o us aspects identified by the C us t o me rs ' t o ma k e a n E f fe c t i v e s a le .

To o b t a i n p r i ma r y d a t a . catalogues. O n e h u n d re d c o ns u m e rs w e re ra n d o ml y s e le c t e d a n d i n t e r v i e w e d i n G u r g a o n. e . ma g a z i n e . j o u r n a ls etc. t he s e c o n d a r y d a t a is c o l l e c t e d fro m c o mp a n y ma n u a l s . v a r i o us g ra p hs a n d b a r c h a r t s w he re ve r a p p l i c a b l e . SE C O N D A R Y D A T A : Se c o n d a r y d a t a c o ns i s t s o f i n fo r ma t i o n t ha t a l re a d y e x i s t s s o me w h e re ha v i n g b e e n c o l l e c t e d fo r s o me o t he r p u r p o s e . p r i ma r y andsecondary s o u rc e s . b ro a c he rs . p i l o t t e s t e d s c h e d u l e w a s p re p a re d a n d t h e re s p o n d e n t s a re me t p e rs o na l l y t o g e t re s p o ns e . the c o l l e c t e d d a t a fr o m v a r i o us s o u r c e s is s ub j e c t e d t o a n a l y s is a n d i n t e r p re t a t i o n w i t h t h e he l p o f s u i t a b l e s i mp l e p e rc e n t i l e me t h o d a nd p re s e n t e d i n a s t r u c t u r e d fr a m e w o rk c o ns i s t i n g o f p i e c h a r t s . I n t h i s s t ud y. a w e l l -s t r u c t u re d . websites. 40 . t h e d a t a c o l le c t e d me t h o d h a s a ls o b e e n e mp l o y e d .METHODOLOGY Fo r t h is s t u d y t h e d a t a i s c o l l e c t e d fr o m t w o s o u rc e s i. T he data is collected fo r m o b s e r va t io n me t ho d . T h e d a t a s o c o l l e c t e d ha s b e i n g s u b j e c t e d t o a na l ys i s w i t h t he h e l p o f s i mp l e p e rc e n t a g e me t h o d a n d a t t h e s t a ge o f i n t e rp re t a t i o n . fro m o bs e r v a t i o n PRIMARY DATA: Pr i ma r y d a t a c o ns is t s o f o r i g i n a l i n fo r ma t i o n c o l l e c t e d fo r s p e c i fi c p u rp o s e .

41 . e .SA M P L E SI ZE : O ne G ur g a o n . h u n d re d re s p o n d e n t s were ra nd o m l y selected in P E R I O D O F T H E ST U D Y : T he p ro j e c t is b e i n g d o ne fo r a p e r i o d o f t w o mo n t h s i . fr o m M a y 2 0 1 0 t o J u n e 2 0 1 0 i n G u r ga o n.

y T he y s ho u l d c o n v e y o n l y o n e me a n i n g a t a t i me . T h e s c h e d u l e c o n s is t s o f mu l t ip l e -c ho i c e q ue s t i o n s . a l l q u e s t i o ns w e re f ra me d k e e p i n g i n m in d t h e fo l l o w i n g s t a n d a rd s : y T he re s p o n d e n t s s ho u l d e a s i l y u n d e rs t a n d t h e m. y T he y should be c o n c re t e to the respondent¶s way of thinking.SC H E D U L E D E SI G N : A s t r u c t u re d s c he d u l e ha s b e e n u s e d t o o b t a i n i n fo r ma t i o n fr o m t he re s p o n d e n t s . 42 . Q U E ST I O N F O R M U L A T I O N S A N D W O R D I N G S : I n ge n e ra l .

OBSERVATIONS AND ANALYSIS 1) How often do you visit a mall? Once a week More often 22% Once a month Twice a month More often Once a week 30% Twice a month 32% Once a month 16% O bs e r v a ti o n : It w a s o b s e r v e d t h a t ma x i m u m p e rc e n t a ge o f p e o p l e v is i t e d t he ma l l t w i c e a mo n t h o r mo r e o ft e n. t h u s s ho w i n g t ha t ma l l s h a ve b e c o me a ge n e ra l p l a c e fo r h a n go u t . A na l y s i s : T he o b s e r v a t i o n s h o w s t ha t 7 8 % p e o p l e v i s i t ma l l . w ha t is p o p u l a r l y c o i n e d a s t he µ M a l l C u lt u re ¶ . mo re o ft e n t ha n t w i c e a mo n t h . 43 . a n d no t j us t fo r s h o p p i n g .

44 . A na l y s i s : As i t is e v i d e n t fro m t h e c o l l e c t e d d a t a . a n d M o v i e s a re a t t ra c t i n g c r o w d t o w a r d s ma l l s s t i l l t he ma j o r a t t ra c t i o n re ma i n s s h o p p i n g a nd H a n go u t . Fo o d . G a me s .2) Most of the time you visit Mall for? Play games 6% Event(celebrity) 8% Food 11% Movie 17% Shopping 31% Hangout 27% O bs e r v a ti o n: It w a s o b s e r ve d t h a t ma j o r re a s o n fo r go i n g t o a M a l l a re S h o p p i n g. It w a s s e e n Fo o d . H a n g o u t ( 5 8 % ). A s i g n i fi c a n t a mo u n t o f p e o p le (1 7 % ) v i s i t t he ma l l s fo r mo v i e s a s w e l l. a n d e ve n t s l i k e C e le b r i t y v i s i t a ls o a t t ra c t a go o d n u mb e r t o w a rd s ma l l s (2 5 % ). G a me s .

ma j o r i t y o f re s p o n d e n t s ha v e a l re a d y v i s i t e d G u r g a o n C e n t ra l. b u t i t a ls o s ho w s a l a r g e c h u n k (3 1 % ) o f p e o p l e s t i l l t o v i s i t G u r g a o n C e n t ra l. 45 . w h ic h i n t u r n c a n b e i n t e rp re t e d a s h u g e p o t e nt i a l t o g r o w .3) Have you visited Gurgaon Central? No 31% Yes 69% O bs e r v a ti o n: As y o u c a n s e e 6 9 % o f re s p o n d e n t s re p l i e d t he y ha v e v is i t e d G ur g a o n C e n t r a l. A na l y s i s : It c l e a r l y s h o w s .

O f R e s p o n d e n t s (o u t o f 6 9 t h o s e w ho s a i d t h e y h a ve a lre a d y v i s i t e d G u r ga o n C e n t ra l ) 46 .4) What do you like about Gurgaon Central No. Of respondents 22 11 Store ambience Brands available 14 22 Service Offers What do you like about Gurgaon Central? Store ambience Brands available Service Offers Store ambience 16% Offers 32% Service 20% Brands available 32% N o .

5) What shoul e a e to ake urgaon entral ore happening No.Observation: O f t h e 6 9 % p e o p le w h o h a d a l re a d y v i s i t e d C e n t ra l M a l l . Analysis : A l t h o u g h B ra n d s a va i l a b le a n d O f fe rs ma d e a ma j o r i mp a c t o n t h e c o ns u me rs . Of respondents 28 23 18 Theatre Fine dining Game Zone 47 . a n d t h e re s p o ns e w a s . t he t h i n g s p e o p l e l i k e d t he mo s t w e re O ffe r s (3 2 % ). O n l y 1 6 % re s p o nd e nt s s a i d t h e y l i k e t he s t o re a mb i e n c e . t h e re s t i l l is a l o t o f r o o m fo r i mp r o ve me n t i n St o r e A mb i e n c e . w e a s k e d t h e m t h i s q u e s t i o n. Bra n d s a v a i l a b l e (3 2 % ). a nd s e r v i c e s ( 2 0 % ).

S i m i l a r l y 3 3 % m i s s e d Fin e d i n i n g a nd 2 6 % G a me Z o ne . 48 . w a s t he p re s e n c e o f t h e a t re . As ma n y a s 4 1 % p e o p l e t h o u g h t a d d i n g a t h e a t re w o u ld a d d t o t h e o ve ra l l e x p e r ie n c e . Analysis: A ma j o r mi s s a t C e n t ra l ma l l . mo re h a p p e n i n g . w h e r e a s 3 3 % Fi n e d i n i n g a n d 2 6 % s a id G a me z o n e .What should be added to make Gurgaon Central more ha ening? Theatre Fine dining Game Zone Theatre 41% Game Zone 26% Fine dining 33% Observation: M a j o r i t y (4 1 % ) s a i d t h e a t re s h o u l d b e a d d e d t o ma k e C e n t ra l ma l l.

Analysis: It s h o w s t h e p o p u l a r i t y o f Fo o d b a z a a r. T he re s e e me d t o b e la c k o f a w a re n e s s a b o u t S p o rt s b a r a n d Fo o d s t o p . of respondents who know about a particular service O bs e r v a ti o ns : O ut o f 6 9 p e o p l e w h o ha d a l r e a d y v i s i t e d G u r g a o n C e n t ra l ma l l.6) Do you know what all units are resent at Gurgaon Central? 70 60 50 40 30 20 10 0 57 62 46 37 17 34 No. a mo n g s t t h e s h o p p e rs . Lo t o f p e o p le a lre a d y k ne w a b o u t o f P la n e t M a n d B a r i s t a w i t h 3 7 a n d 5 7 p e o p l e r e s p e c t i v e l y. 49 . A l s o b a r i s t a a n d P la n e t M w e re q u i t e p o p u l a r. 6 2 p e o p l e k n e w a b o u t fo o d b a z a a r. re s p o n d i n g p o s it i v e l y .

7) Have You seen/Heard any recent Ad of Gurgaon Central? No. Of respondents 42 27 Yes No Have you seen any recent ads of Gurgaon Central Yes No Yes 39% No 61% 50 .

A n d 3 9 % p e o p l e s a i d t h e y ha v e s e e n t he re c e n t a d s .Observation: 6 1 % o f p e o p le s a i d t h e y h a ve n¶ t s e e n a n y re c e n t a d s o f C e nt ra l ma l l . 8) 51 . a s G u r ga o n C e n t ra l s e e ms t o b e m i s s i n g o ut o n p o t e n t i a l c o s t u me r a s t he re w a s fo u n d t o b e la c k o f a w a re n e s s a b o u t t he a d ve rt i s i n g c a mp a i g n s . G u r g a o n. Analysis: T he re w a s fo u n d t o b e a h u g e ne e d t o a d v e r t is e a n d t h r o u g h d i ffe re n t c h a n ne l s .

A na l y s i s : A l t h o u g h a l l t h e c h a n n e ls a re b e i n g us e d fo r a d ve r t is i n g v a r i o us c a mp a i g n s . 52 . O t h e r me d i u m c a n a l s o b e e xp l o i t e d l i k e l o y a l t y s c he me s .Observation: M a x i mu m n u mb e r o f p e o p le s a w t h e a d i n N e w s p a p e r ( 4 3 %) a n d t he n o n R a d i o ( 2 8 % ). B u t o n l y fe w p e o p le s a w t h e a d s o n mo b i l e v a ns a n d Ho a r d i n g s . t he re is s t i l l a lo t o f p o t e n t i a l t o e x p l o it w it h me d i a s uc h a s a v e r y p o p u l a r w a y o f a d v e r t is e me n t s i n G u r ga o n t h a t i s h o a rd i n g a n d mo b i l e va n s .

9) How was your ex erience at Central? No. of respondents 38 12 Excellent Good 19 Average How was your ex erience at Central? Excellent Good Average Excellent 17% Average 28% Good 55% 53 .

O n l y a mi n o r p e rc e n t a g e (1 7 %) s a i d t h e i r e xp e r ie n c e w a s e x c e l l e n t . b y i mp ro v i n g t he o v e ra l l e xp e r ie n c e . 54 .O bs e r v a ti o n: As yo u c a n s e e ma j o r i t y o f t h e p e o p l e s a i d t h e i r e xp e r i e nc e w a s a ve ra g e t o go o d . A na l y s i s : T he e x p e r ie n c e a t C e nt ra l M a l l w a s ra t e d µ g o o d ¶ b y ma x i m u m n u mb e r o f p e o p l e . s t i l l t h e re i s a ro o m fo r i mp ro v e me n t t o c o n v e r t t h i s a v e ra ge t o e xc e l l e n t .

a n d s t i l l fe l l b e h i n d a s b e i n g t h e fa vo r i t e s t o re o f ma j o r i t y o f p e o p le . a n d c a t c h i ng u p fa s t . A na l y s i s : C e nt ra l s c o re d re a s o n a b l y w e l l i n e a c h c a t e g o r y . It a l s o d i d w e l l i n O v e ra l l s h o p p i n g e xp e r ie n c e a n d b e s t ra n g e o f s t y l e a n d s iz e s . a nd s e l e c t i o n o f b e s t b ra n d s . B u t C e nt ra l s t i l l is a re la t i v e l y ne w m a l l.10) Please Tick the attribute best offered by the brand indicated Central Lifestyle Westside Shoppers Stop 17 15 13 15 11 21 20 26 16 16 13 16 16 24 1718 16 18 1011 26 22 26 Your favourite Store 11 Overall Shopping Experience Best Discounts / Offers during sale Best ranges of Styles and Sizes Most Fashionable Merchandise Selection of best brands O bs e r v a ti o n: C e nt ra l s c o re d t he h i g h e s t i n Be s t d is c o u n t s / o ffe rs d u r i n g s a l e . 55 .

It s a p p a r e n t s i n c e C e n t ra l h o us e s mo re t h a n 5 0 0 b ra n d s i n t o t a l. ha s t h e b e s t s e l e c t i o n o f b ra n d a s p e rc e i v e d b y ma j o r i t y o f t he re s p o nd e nt s . a nd S h o p p e r¶ s s t o p c a me s e c o n d w i t h 3 2 % Analysis: C le a r l y i n d i c a t e s t ha t C e n t ra l M a l l. 56 .11) Selection of best brands Shoppers Stop Westside Lifestyle Central Shoppers Stop 32% Central 38% Lifestyle 14% Westside 16% Observations: Pe r c e n t a ge w i s e a na l y s is s h o w s C e nt ra l a s t h e n u mb e r 1 a t 3 8 %.

57 . C e nt ra l c a me i n t h i rd w i t h 2 5 % a n d S h o p p e r¶ s s t o p la s t w i t h 2 3 %. b y p ro j e c t i n g i t s e l f i n t ha t ma n n e r. Analysis: As p e r c e i v e d b y ma j o r i t y o f t he c us t o me rs Li fe s t y l e ha s t he mo s t fa s h i o n a b l e me rc ha n d is e . C e nt ra l c a n w o rk o n t h i s is s u e .12) Most Fashionable Merchandise Shoppers Stop 0% Central 25% Westside 0% Shoppers Stop 23% Lifestyle Central Lifestyle 26% Westside 26% Observations: Li fe s t y l e a nd W e s t s id e le a d s t he p a c k w i t h 2 6 %.

a s p e rc e i v e d b y re s p o n d e n t s .13) Best ranges of Styles and Sizes Shoppers Stop Westside 0%0% Central 23% Lifestyle Central Shoppers Stop 35% Lifestyle 23% Westside 19% Observations: S h o p p e r¶ s s t o p t he c le a r w i n n e r h e re . with 35 %. 58 . i t is s t i l l fa r b e h in d s ho p p e r¶ s s t o p . Analysis: C e nt ra l t ho u g h s e c o n d i n l i n e . R e s t a re re la t i v e l y o n t he s a me w a v e le n g t h .

Analysis: C e nt ra l l e a d s w i t h 3 8 %.14) Best Discounts / Offers during sale Shoppers Stop Westside Lifestyle Central Central 38% Shoppers Stop 23% Lifestyle 16% Westside 23% Observations: C e nt ra l c l e a r l y l e a d w i t h 3 8 % re s p o nd e n t o p t i n g fo r C e n t ra l ma l l . a s p e rc e i v e d b y 3 8 % o f r e s p o n d e n t s . it ha s t he b e s t o ffe rs d u r in g s a l e p e r i o d . 59 .

60 .15) Overall Sho Shoppers Stop ing Ex erience Lifestyle Central Westside Central 30% Shoppers Stop 29% Lifestyle 22% Westside 19% Observations: C e nt ra l a n d S h o p p e r¶ s s t o p a re ne c k t o ne c k i n p ro v i d i n g t he b e s t o ve ra l l s ho p p i n g e x p e r i e nc e . o f p ro v i d i n g b e s t s ho p p i n g e x p e r i e nc e . w i t h C e nt ra l c o m i n g i n fi r s t p o s i t i o n w it h 3 0 %. S h o w s t he i ma ge C e n t r a l M a l l ha s a c q u i r e i n a s h o r t s p a n o f t i me . Analysis: C e nt ra l a n d S h o p p e r¶ s s t o p a re c o mp e t i n g fo r t he n u mb e r o n e s p o t . a s C e n t ra l c a me b e h i n d s ho p p e r¶ s s t o p b y j u s t o ne p e r c e n t .

S h o w s t he re p u t a t i o n C e nt ra l h a s ga i n e d i n s h o r t s p a n o f t i me . 61 . I f C e n t ra l c o n t i n u e s o n t he s a me p a t h . it w i l l d i s l o d ge t he n u mb e r o ne p re tt y s o o n.16) Your favourite Store Shoppers Stop 0% 0% Central 24% Lifestyle 16% Shoppers Stop 38% Westside Lifestyle Central Westside 22% Observations: S h o p p e r¶ s t o p re ma i n s p e o p l e ¶ s fa v o r i t e s t o re w i t h C e nt ra l t h o u g h coming second till lacks behind. Analysis: A l t h o u g h S h o p p e r¶ s t o p c a me i n f i rs t . C e n t ra l c a me i n s e c o n d t ho u g h b e i n g t h e ne w e s t c h a i n i n t h a t a re a .

A na l y s i s : M a j o r i t y o f ma l l v i s i t o rs w e re i n t h e a ge g ro u p o f 2 1 .25 Years 26 .45 Years 46 .4 5 .60 Years Above 60 Years Observations: M a j o r i t y o f re s p o n d e n t s b e lo n g e d t o a ge g r o u p s 2 1 -3 5 ye a r o l d . H o w e v e r 2 6 -3 5 y e a r w a s t he h i g h e s t n u mb e r w h i c h s h o w s t ha t yo u n g w o rk i n g p ro fe s s i o n a ls fo r m t h e ma j o r i t y o f c ro w d a t ma l l s . 62 . of respondents 17 11 19 11 8 3 Below 20 Years 21 . w h i c h me a ns fr o m c o l l e ge g o e rs t o e mp l o ye d p e o p le .35 Years 36 . So me re s p o n d e n t s w e re b e lo w 2 0 . a nd ve r y fe w a b o v e 6 0 .17) Please s ecify your age grou ? No.

18) Your Present Occu ation? No. 63 . s t ud e nt s a nd H o us e w i v e s fo r me d t h e ma j o r i t y o f c r o w d a t t h e ma l l s . s a l a r i e d . s e l f e mp l o y e d s t ud e nt s fo r ms t he ma j o r i t y o f c ro w d a t M a l l s . s e l f e mp l o y e d . A na l y s i s : As e v i d e n t fr o m t h e s t ud y . of respondents 19 13 7 6 2 9 12 1 Observations: Sa la r i e d .

y T i me w a s a c o ns t ra i n t s i n c e t h e re w a s a d i f fi c u l t y i n i n t e r v i e w i n g t h e re s p o n d e n t s . w h ic h is re la t i v e l y s ma l l fo r t he o b j e c t i v e s o f t he s t ud y . y T he re s p o n d e n t ¶ s o p i n i o n s ma y b e b ia s e d o n a c c o u n t o f s o me i n h e re n t l i m i t a t i o ns i n t h e s c he d u l e . 64 .LIMITATIONS OF THE STUDY T he fo l l o w i n g a re t h e l i m i t a t i o ns o f t h e s t u d y : y O n l y G u r g a o n w a s c o v e r e d d u r i n g t h e c o u r s e o f s t ud y a n d h e nc e t he d a t a c o l l e c t e d ma y n o t b e a p p l i c a b l e t o e nt i re u n i v e rs e . y T he s a mp l e s iz e w a s o n l y o n e h u n d re d fo r re s p o nd e nts . y T he re c o u l d ha v e b e e n a la c k o f h o mo g e n e i t y i n t h e s a mp l e c ho s e n.

a n d n o t j u s t fo r s h o p p i n g . c ) O ffe rs a n d t he Bra n d s a va i l a b le a re t he ma j o r o ffe r i n g s w h i c h p e o p l e l i k e a b o u t G u r g a o n C e n t ra l . i t s t il l h a s c a r ve d a n ic h e fo r i t s e l f a mo n g t he p e o p l e o f G u r g a o n . d ) St o re a mb i a nc e ha s a r o o m fo r i m p ro v e me n t . b ) 3 1 % o f t he re s p o n d e n t s ha ve n o t y e t v is i t e d G u r g a o n C e n t ra l.FINDINGS AND CONCLUSION A n a l y s is o f t h e d a t a c o l l e c t e d fro m t h e re s p o n d e n t s s ho w e d t ha t a lt h o u g h G u r g a o n C e n t ra l fa c e s s t i f f c o mp e t i t i o n fr o m t h e ne a rb y ma l l s l i k e M G F M e t ro p o l i t a n a n d Sa h a r a ma l l . 65 . Fro m t h is s t u d y t he va r i o us o b s e r va t i o ns a re : a ) M a x i mu m p e rc e n t a ge o f p e o p l e v i s i t e d t h e ma l l t w ic e a mo n t h o r mo re o ft e n. e ) A b s e nc e o f a t he a t re a nd fi n e d i n i n g o p t i o n s a re a ma j o r s e t b a c k t o G u r ga o n C e n t ra l. t h u s s h o w i n g t h a t ma l l s ha v e b e c o me a ge n e ra l p la c e fo r ha n g o u t .

i ) T he re i s a l s o a r o o m fo r i mp ro v e me n t i n t h e C o n s u me r e xp e r ie n c e w h i l e v i s i t i n g G u r g a o n C e n t ra l a s mo s t o f t he re s p o nd e nt s l i s t e d t h e i r s h o p p i n g e xp e r ie n c e a s g o o d . g ) T he re w a s fo u n d t o b e a h u g e ne e d t o a d ve rt i s e a n d t h ro u g h d i ffe re n t c ha n n e ls .f) Fo o d Ba z a a r a t t ra c t s a l o t o f p e o p le a n d h e nc e t he a w a re ne s s a b o u t i t is ma x i m u m a mo n g t h e re s p o n d e n t s . Ez o ne a n d Ba r is t a a re a ls o p o p u l a r a mo n g t h e re s p o nd e nt s . j ) I n s e le c t i o n fo r mo s t fa s h i o n a b le me rc h a nd i s e . k ) A mo n g t h e re s p o n d e n t s i t i s fo u n d t h a t ma j o r i t y o f t he p e o p l e v i s i t i n g C e n t ra l a r e b e l o w t h e a g e gr o u p o f 2 5 ye a rs . h ) N e w s p a p e r a n d mo b i l e v a n a d v e r t is e me n t s a re mo s t e f fe c t i v e fo r G u r g a o n C e nt ra l. a s G u r ga o n C e nt ra l s e e ms t o b e mi s s i n g o ut o n p o t e n t i a l c o s t u me r a s t h e re w a s fo u n d t o b e la c k o f a w a re n e s s a b o u t t he a d ve rt i s i n g c a mp a i g n s . b e s t ra n g e o f s t y le a n d s iz e s a n d fa v o r i t e s t o re C e n t ra l l o s t t o S h o p p e rs St o p by a huge gap as S h o p p e rs St o p ho u s e s mo re i n t e r n a t i o n a l b ra n d s a s c o mp a re d t o C e nt ra l. W h e re C e nt ra l l o s e s o u t is t h e a ge b ra c k e t o f o ve r 3 6 y e a rs a n d h e nc e 66 .

l ) It is a l s o o b s e r v e d t h a t a mo n g t h e p e o p l e v i s i t i n g G u r g a o n C e nt ra l t he p r o p o r t io n o f s a la r i e d p e rs o ns . T he s e fi n d i n g s s h o w t h a t t h e n u mb e r o f b ra n d s o f fe r e d b y C e nt ra l is o ne o f i t s mo s t i m p o r t a n t a d va n t a g e o ve r i t s c o mp e t i t o rs . b u s i n e s s p e rs o ns .t he re i s a s i g n i fi c a n t p o t e n t i a l fo r i n c re a s e i n t he c us t o me r b a s e o f o ve r 3 6 ye a rs o f a ge . S e le c t i o n o f b e s t b ra nd s a n d t h e o ffe rs a nd d is c o u n t s a re it s ma j o r U S Ps . C e n t r a l a ls o ha s a p o t e n t ia l c us t o me r b a s e i n t h e a ge g r o up o f a b o v e 3 6 y e a rs o f a g e . A b s e nc e o f a t h e a t re p us he s C e n t ra l o n b a c k fo o t i n c o mp e t i t io n . P re s e nc e o f Fo o d Ba z a a r h a s a g re a t p o t e n t ia l to ma k e C e n t ra l mo re popular and o ne of its U S Ps . s t ud e n t s a n d ho u s e w i v e s v i s i t i n g t he ma l l is a l mo s t e q u a l w h ic h s h o w s t h a t t he ma l l i s e q u a l l y a p p e a l i n g t o W o r k i n g p o p u l a t i o n a n d ho u s e w i v e s . 67 . A d ve rt i s e me n t s ha v e t o b e c a rr i e d o u t t o ma k e C e n t ra l mo re p o p u l a r i n G u r ga o n.

t he re is a p o t e n t i a l t o i n c re a s e fo o t fa l ls o f y o u t hs b y a d d i n g a G a mi n g Zo n e . 2 ) C e nt ra l c o u l d a ls o a d d G a m i n g Z o ne . w h i c h ma y h e lp C e n t ra l i n ga i n i n g u p p e r h a nd i n t h e ma r k e t i n c o m i n g y e a rs . So t h e p o t e n t i a l t o g r o w i s h u g e . a n d w o u l d b e a b l e t o c o ns i d e ra b l y i n c re a s e t he fo o t fa l l s . N C R .RECOMMENDATIONS C e nt ra l M a l l. 1 ) A ma j o r mi s s i n C e n t ra l is p re s e nc e o f a T h e a t re . a n d C e n t ra l i s l o c a t e d a t t h e he a r t o f i t . G u r ga o n ha s e me r g e d a s t he M a l l H u b o f D e l h i . B u t s t i l l t he re a re s o me re c o m me n d a t i o ns I w o u l d l i k e t o p a s s o n. s t i l l i t w o u l d b e a ma j o r a d d i t io n t o t h e o ve ra l l e xp e r ie n c e . 68 . A l t h o u g h p re s e n c e of T he a t re ha s nothing to do w it h shoppin g e xp e r ie n c e . B u t t h e b e s t p a r t is . G u r ga o n s t a r t e d j u s t t hr e e ye a rs b a c k . fo r p u l l i n g mo re y o u t h fu l c ro w d t o w a rd s c e n t ra l . s t i l l i t h a s b e e n a b l e t o c a r ve a n i c he fo r i t s e l f i n t h e t i g h t l y c l u s t e re d ma r k e t o f G u r g a o n. As w e s a w t h a t ma j o r i t y o f t he p e o p le w e re fr o m 2 6 -3 5 a g e g r o up . Pe o p l e n o w a d a ys ha v e t he me n t a l i t y o f a c o mp l e t e S ho p p i n g + E n t e rt a i n me n t e x p e c t a t i o ns w h i l e v i s i t i n g t h e ma l l.

i n t e r ms o f o u t l e t s a n d C ho i c e o f fo o d a v a i l a b l e . 4 ) A l s o a ma j o r m is s w a s Lo y a lt y s c he me s . A ls o p r e s e nt i n C e nt ra l P u n e . 69 . w h i c h a re p re s e n t i n a l mo s t a l l t h e M a l ls i n t he v i c i n i t y . a nd e n h a n c e t h e i r o v e ra l l s ho p p i n g e xp e r i e nc e . i n s o me k i n d o f p l a y a re a . W h i l e t h e i r p a re n t s c a n s h o p w i t h o u t a n y w o r r i e s . T h e s e l o ya l t y s c he me s g i v e a s e n s e o f b e l o n g i n g n e s s t o t he c us t o me r. T h is c o u l d a s w e l l e n h a nc e t h e o ve ra l l e xp e r i e nc e . 5 ) Fo o d C o u r t c o u l d a ls o s e e a re va mp .3 ) As w e s a w ma j o r i t y o f c u s t o me rs w e re yo u n g w o r k i n g c l a s s . a nd t h e y a re e nt i c e d b y t h e b e n e fi t s o f t h e s c he me . C e nt ra l c o u l d d o w it h a fa c i l i t y t o e n ga g e t h e i r k id s . a n d C e nt ra l Ba n g a l o re .

Mo st of the times you visit a mall for Food Movie Hangout Shopping Play games Event(celebrity) 3.ANNEXURE C u s t o m e r F e e d b a ck 1.What should be added to ma ke Gurgao n Central mo re ha 70    ening? .Have you visited Gurgaon Central? Yes No 4.What do you like about Gurgaon Central? Store am bience Brands available Service Offers 5.How often do you visit malls? Once a week Once a month Twice a m onth More often 2.

Do you know what all units are there in Gurgaon Central? Please tick Barista Ezone Planet M Foodbazaar The Sports Bar Food Stop 7.Theatre Fine dining Game Zone 6.Have you seen / hea rd any recent Ads of Gurgaon Central? Yes No If yes what was that? Hoardings Mobile vans News paper Radio 71 ¡ ¡ ¡ .Plea se let u s know if you would like us to im rove anyth ing at Central for you to have a su erior ex erience? 8.

9.For every that attribute.Please tick the attribute that is best offered by the brand indicated.How was your ex erience during this visit at Central? ( lease tick) Excellent Good Average 10. Sho ers Sto Selection of best brands Most Fashionable Merchandise Best ranges of Styles and Sizes Best Discounts / Offers during sale Ex erien ce Your favourite Store 11. Please s ecify your age ¢ grou ¢¢ Overall Sho ing ¢ ¢¢ Attributes ¢ ¢ attribute lease tick only one brand that best fulf ills Westside 72 ¢ ¢ Lifestyle Central ¢ . Please enter your contact details Full Name Mobile number Email ID Full address with area name 12.

Your Salaried Govt. Service Self Employed Business Person Retired Housewife Student Others THANK YOU FOR YOUR TIME resent Occu ation £ £ 73 .25 Years 26 .Below 20 Years 21 .60 Years Above 60 Years 13.35 Years 36 .45 Years 46 .

y Kotler and Armstrong (2001).in y pantaloon.pantaloonretail. Tata Mcgraw Hill.futurebazaar. ³Principles of Marketing´ Prentice Hall of India. ³Advertising and Promotion ³Sixth Edition.com/indexPantaloon. 74 . Books y Belch. Websites y www.com/ y http://www.about.´Marketing Research´ Third Edition.com/india-retail-industry/ y retailindustry.gurgaonshoppingmalls.REFERENCES 1.in/companyinfo.jsp y www.asp y business. George and Belch.mapsofindia.adpunch.com/ y http://en. Pearson Education.´ Marketing management ³Eleventh Edition.pantaloonretail. E.com/ 2. New Delhi. y BeriG.. y Kotler Philip.TataMcgraw Hill. A.C.com/gurgaon-central-mall.etretailbiz. Michael.wikipedia.php y www.org/wiki/Retail_industry#Retail_industry y http://www.

Measuring brand equity across product and markets. 38. y Sproles. 20(Winter).B. 75 . 2002." The Journal of Consumer Affairs. Chae and Y. 267-79. 2006. L. and Lane K. 114-22.L. 3. J. No. Vol. S. S.A. Journals y Hafstrom. 102-20. G. y Aaker. pp. y Duncan. Chung. (1986) "A Methodology for Profiling Consumer Decision-making Styles. Marketing Management.. Kendall. 1996.R." The Journal of Consumer Affairs. IMC: Using advertising and promotion to build brands. T. and E. J. y Kotler.New York: McGraw-Hill.3. 26(1). D. P. Pearson InternationalEdition 2006. Spring. (1992) "Consumer Decisionmaking Styles: Comparison between United States and Korean Young Consumer.California Management Review.

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