This action might not be possible to undo. Are you sure you want to continue?
“The preference of customer towards Retail stores”
Submitted To: Punjab Technical University, Jalandhar.
In partial fullfilment of the degree in Master of Business Adminstration MBA (Session 2009- 2011)
Submitted By: PRADEEP KUMAR ANINDYA KUMAR DAS MBA 2nd SEM Roll no- 94372236490 Roll no- 94372236423
Project Guide: Ms.Ishpreet Kaur Lect. (RM)
CT Institute Of Management & IT, Jalandhar
It is hereby certified that the project report on “The preference of customer towards the retail stores”, being submitted by Pradeep Kumar and Anindya Kumar Das students of the degree of Master of Business Administration (2nd sem) of CT Institute of Management and Information Technology, Jalandhar which is affiliated to Punjab Technical University, Jalandhar is an original work carried out successfully under my guidance and supervision and that no part of this project has been submitted for any other degree/ diploma. The sincerely efforts put in during the course of investigation is hereby acknowledged.
Project guide Ms. Ishpreet Kaur Lect. (RM)
I hereby declare that the survey entitled, “The preference of customer towards the retail stores”, that no part of research work has been submitted for any other degree. We also undertake that our work is purely academic and no part has been copied or taken from anywhere.
PRADEEP KUMAR ANINDYA KUMAR DAS MBA 2nd SEM ROLL NO-94372236490 ROLL NO-94372236423
. (RM) for her excellent and expert guidance in helping us in completion of project report. Lect.Ishpreet Kaur. I am also thankful to the Residents of Jalandhar. Who helped me to fill up our questionnaires by giving their precious time.ACKNOWLEDGEMENT We take this opportunity to express our deep sense of gratitude to all my friends and seniors who helped and guide me to complete this project successfully. I highly grateful and indebted to Ms.
So keeping this thing into view and to get a practical exposure. By doing this survey we came to know about lot of problems which the students have to suffer while conducting the research works. but the practical exposure of that theoretical knowledge has an equal importance too. . we conducted a survey in the city of Jalandhar.PREFACE In the present context not only the theoretical knowledge is important. To tame or to become an expert in a particular discipline a person needs practical doses of that knowledge from time to time.
7-11 Topic Page no 2 Objective of the study.INDEX Chapter no 1 Introduction -----About the topic. Annexure. 16-27 4 Findings. 32 33-35 . Research Methodology 11 12-15 3 Data interpretation and analysis. Conclusion. 28 29 30 31 5 Bibliography. recommendation Limitations of the study.
INTRODUCTION OF TOPIC RETAILING .
a type of electronic commerce used for business-toconsumer (B2C) transactions and mail order. In commerce. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. Online retailing. Asia. shopping streets with few or no houses or in a shopping mall. Oceania and Africa. are forms of non-shop retailing. a "retailer" buys goods or products in large quantities from manufacturers or importers. Retailers are at the end of the supply chain. not buying) and browsing and does not always result in a purchase. and then sells individual items in small quantities to consumers who are general public or end user customers. Such a retailer buys goods or products in moderate quantity from local stockiest. either directly or through a wholesaler. sometimes it is done as a recreational activity. Marketers see retailing as part of their overall distribution strategy. either directly or through a wholesaler. new entrants. such as a public utility. and then sells smaller quantities to the end-user. . Sometimes this is done to obtain necessities such as food and clothing. The term "retailer" is also applied where a service provider services the needs of a large number of individuals. or by mail. small manufacturers find this sector very lucrative as they lack the ability to supply in large quantity because of financial and logistical constraints. Though profit per sale may be less compared to larger order but that gets compensated by higher percentage of margin and lower risk. Retailing may include subordinated services. Shopping streets may be for pedestrians only. Purchasers may be individuals or businesses. such as delivery.INTRODUCTION: Retailing consists of the sale of goods or merchandise from a very fixed location. such as a department store. Middle East. boutique or kiosk. If you wish to export . Europe. Retailers are at the end of the supply chain. Shopping generally refers to the act of buying products. in small or individual lots for direct consumption by the purchaser. Usually owned by family .retail shops are run from residential or commercial streets or from shopping centers. but in regular intervals. Recreational shopping often involves window shopping (just looking. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Retail shop (also called Retail Store) is the smallest unit of retail spectrum. Retail establishments are often called shops or stores. If you wish to supply to Indian retailers only .concentrate on Indian section. A retail shop buys in small quantity. Small exporters. like power Shops may be on residential streets.there is huge opportunity for supplying Indian products to thousands of retail stores in North America. manufacturers or importers.
Telephone and mail-order sales by non-store retailers. medical. retail stores sales.We have spent hundreds of man-hours in research . and world commerce.S. direct selling. According to the department of commerce. and 8 in Germany. Forty. and liquor stores – together account for 58% of U. . eating and drinking places. articles etc. 10 in Japan. Retail sales and employment are vital economic contributors.S. 9 in France. Nondurable goods and services stores – including the general merchandise group. And personal consumption expenditures on financial. gasoline services stations. furniture and appliance group. Outside the United States. 11 Great Britain. food group. retail store sales. and other services account for another hundred billion dollars in annual retail revenues. statistics.representing 31% of the total economy.S. is added regularly . retail store sales exceed $3. retail sales are trillions of dollars per year.S. Reason for studying Retailing Retailing is an important field to study because of its impact on the economy. and retail trends often mirror trends in a nation’s overall economy. Durable goods stores – including the auto group.making this portal extremely useful source of useful information. The impact of Retailing on the Economy Retailing is a major part of U. its functions in distributions. as highlighted with a “Careers in Retailing”. The world’s 100 largest retailers generate $2 trillion in annual revenues. A fourth factor for students of retailing is the broad range of carrier opportunities.creating this database of thousands of retailers from all over the world. vending machines.three of the 100 are based in the United States. building materials. and its relationship with firms selling goods and services to retailers for their resale or use. They represent 16 nations. annual U. apparel group.5 trillion. drug and proprietary stores. Fresh information on retailers. legal. new opportunities. analysis. educational. and lumber. and the web generate hundreds of billions of dollars in additional yearly revenues. and hardware group – make up 42% of U.
the 10 largest U. and profits.6% of sales. Retailers are also major customers of goods and services for resale. Because retailers are part of a distribution channel. Competition among retailers selling the same items is high. and unreported workers in family businesses or partnerships. proprietors.run total sales. wages. 23 million people – about one-sixth of the total labour force – work for traditional retailers. and retailers’ reliability as business partners. Costs include rent. store fixtures. and maintenance. activities performed. they might have to decline to handle other suppliers’ brands.Retailing is a major source of jobs. retailing is a significant field of study. This stimulates both parties to work together to maintain an image. and advertise. From the manufacturers’ perspective. This often maximize suppliers’ sales and lets retailers offer many brands and products versions. as they are more concerned about their own results. It also usually requires that retailers limit their brand selection in the specified products lines. manufacturers and wholesalers must be concerned about the calibre of displays. and insurance. 44 cents spent in furniture and home furnishing stores. allot profits and costs. Retailers may assign little shelf space to specific brands. In the United States alone. store hours. seasonal employees. whereby suppliers sell through as many retailers as possible. on average. displays. Channel relation tend to be smoothest with exclusive distribution. In the United States. assign shelf space. Yet this figure understates the true number of people who work in retailing because it does not include the several million persons employed by service firms. set very high prices on them. . From a cost perspective. In 2001. Only a small part of each dollar is profit. The Relationships among Retailers and Their Suppliers Relationships among retailers and suppliers can be complex. whereby suppliers make agreements with one or a few retailers that designate the latter as the ones in specified geographic areas to carry certain brands or products. ads. exclusive distribution may limit their long. and 27 cent spent in grocery stores go the retailers to cover operating costs. computers. Channel relations tend to be most volatile with intensive distribution. 31 cents of every dollar spent in department stores. management consulting. and retailers may use tactics not beneficial to individual suppliers. customer services. retailers’ after – tax profits averaged 2.S. and not advertise them.
The importance of Developing and Applying a Retail Strategy A strategy is the overall plan guiding a retail firm. image. and retailers carry some competing brands. long-run plan that gives general direction to the firm and its employees. Regularly evaluate performance and correct weaknesses or problems when observed. Any retailer. such as competition and the economy. Suppliers have higher sales than in exclusive distribution. and so on. and advertising and displays to achieve objectives. 3. should utilize these six steps in strategic planning: 1. Implement an integrated strategy that combines such factors as store location. 2. Determine the customer market to target on the basis of its characteristics (such as gender and income level) and needs (such as product and brand preferences). Set long-run and short-run objectives for sales and profit. This combines aspects of exclusive and intensive distribution. . regardless of size or type. 4. Define the type of business in terms of the goods or service category and the company’s specific orientation (such as full service or “no frills”). It influences the firm’s business activities and its response to market forces. 5. It encourages suppliers to provide some marketing support and retailers to give adequate shelf space. suppliers sell through a moderate number of retailers. market share. 6. pricing.With selective distribution. product assortment. Device an overall.
To know the impact of organized marketing upon the unorganized marketing.OBJECTIVES: THE FOLLOWING OBJECTIVES HAVE BEEN FORMED SUCH AS: To Study the awareness regarding Retail Marketing among the customer. . To study the problem faced by the retail marketing in the India. To study the market potential for retail marketing in India.
RESEARCH METHODOLOGY .
. DEFINING THE RESEARCH PROBLEM AND RESEARCH OBJECTIVES The definition of the problem includes the study of “Preference of customer towards the Retail stores”.. b) Secondary Data: In this study the secondary data is collected from the following. B. DATA SOURCES Two types of data were taken into consideration i. Sources: Primary data Questionnaire Secondary data Web. It has the following types: 1.A. But major emphasis was given on gathering primary data. The secondary data was used only to supplement the primary and make things clear. Site Journals Magazines.e. primary data and secondary data. a) Primary Data: The collection of data for this source includes personal interviews of people by the filling of questionnaire. DEVELOPING THE RESEARCH PLAN.
2. Sample Size: The sample size covered during the research is of 100. SAMPLING PLAN Population: The population interviewed in the research is General public (employees. . Sample Extent: The sampling procedure followed is convenience sampling. Sample Element: The sample element of the research is public & other officials. Sample Duration: The sample duration is between March 2010 and April 2010. Close ended questions already have the possible answers. children’s) in the JALANDHAR city. The questionnaire is structured with combinations of various close ended questions. Research Instrument: In this study the research instrument is Questionnaire.
Data Analysis & Interpretation .
Data Analysis and Interpretation Q1. .In the above mentioned data and diagram which is clearly shown with the help of pie diagram. Do you know about retail stores? Option Yes No Total No 100 00 Percentage 100 % 00 % Graphical Representation Percentage. 0% Percentage. which is clearly state that 100 % of customers know about the retail stores. 100% Interpretation: .
. Whether you regular visit to retail stores? Option Yes No Total No 70 30 Percentage 70 30 Graphical Representation Interpretation: .Q2. we interpret that 70% customers are regular visitor in the retail stores.In the above mentioned data and diagram. It means that many people are willing to shopping from the retail stores.
In the above mentioned data and diagram. Why you prefer retail stores? Option Quality Customer care Discount scheme Any other Total No 26 31 34 9 Percentage 26 31 34 9 Graphical Representation Interpretation: .Q3. . we came to know that many people prefer to the retail stores only for getting the product at the discount offer.
What benefit you get while purchasing / buying in the retail stores? Option Choice to select desired products Different products available Different department Better services Total No 28 35 23 14 Percentage 28 35 23 14 Graphical Representation Interpretation: .In the above mentioned data and diagram it shows that many customer get benefit in the sense of getting many desirable products at a place. .Q4.
25% about the extra service charges. Do have you any misconceptions regarding the retail stores? Option Behaviour of salesman Fixed price Extra service charges Any other Total No 27 20 25 28 Percentage 27 20 25 28 Graphical Representation Interpretation: . It means that there is about 28% maximum misconception regarding other factor.In the above mentioned data and diagram. .Q5. 27% about the behaviour of the salesman. it state that many customers have misconception about the retail stores.
There are about 60% maximum people who do shopping from the Easy Day.In the above mentioned data and diagram. .Q6. From which retail store do you shop more? Option V mart Spencer Easy day Reliance Total No 12 8 60 20 Percentage 12 8 60 20 Graphical Representation Interpretation: . it states that many people prefer to do shopping from the Easy Day.
About 78% customers want to do shopping from the retail stores.Q7.In the above mentioned data and diagram. it shows that retail stores are the convient place for shopping. Do you think stores provide convient opening houses? Option Yes No Total No 78 22 Percentage 78 22 Graphical Representation Interpretation: . .
In the above mentioned data and diagram.Q8. It means that there is no individual attention from the staff. Do you think that you can gain individual attention from the staff? Option Yes No Total No 44 56 Percentage 44 56 Graphical Representation Interpretation: . it shows that 56% customer don’t get individual attention from the staff. .
Is the staff experience and knowledgeable to answer your questions? Option Up to some extent Able to answer Not satisfaction Satisfied Total No 62 24 12 2 Percentage 62 24 12 2 Graphical Representation Interpretation: . .Q9.In the above mentioned data and diagram which is clearly represented with the help of pie diagram clearly state that 62% staff is able to give the answer up to some extent and they are knowledgeable.
Would you recommend others to do shopping from the retail stores? Option May be May not be Sure Up to some extent Total No 27 7 31 35 Percentage 27 7 31 35 Graphical Representation Interpretation: .In the above mentioned data and diagram which is clearly represented with the help of pie diagram clearly state that about 35% people advise to others for shopping from the retail stores up to some extent. .Q10. There are about 31% people who advise to others for sure doing shopping from the retail stores.
Any suggestions for the growth of retail stores. Option More branches should be open Should cover the urban as well as rural area Focus upon the needs of the customer Better personnel Total No 36 27 26 11 Percentage 36 27 26 11 Graphical Representation Interpretation: . .In the above mentioned data and diagram.Q11. it states that about 36% people advise for the growth of the retail stores through the opening of many branches across the world.
shopping because many products are available at one roof. . more discount offer. shopping from the retail stores. which is asked by the customer and they are knowledgeable about the products. It is observed that customer don’t get individual attention from the staff.FINDING From above the study there are number of finding comes before us. which are given as follow: The big reason is that some time customers do not aware about the Many people prefer to do shopping from the retail stores only due to It is observed that retail stores are the convient place for doing It is come to knew that customer don’t get behaviour from the salesman. It is come to knew that staffs are able to give the answer of the question It is come to knew that many customer advices others for doing benefits of retail stores. there are some problems which are faced by the customers & not having proper information about what they want.
They should give more focus on the demand and choice of the products. • These are the policies which may help to the company to sell their product & make an image into the market. • With these some points we can really change our strategy which helps us to move ahead. . There always should be properly telling them the facility provided by the retail stores.RECOMMENDATION • • • Retail stores should to cover every type of the products of good quality. • If we provide the information to the customers about the products & the facility given by retail stores then customer will prefer to the retail stores.
so they were not to present their views. as people were busy in their own work.LIMITATIONS Following were the limitations which I faced during doing this Research:• • • • • • The cost for doing the project was one of the limitations. . Limited area is covered for doing this research work. Some of the respondents were not aware about the questions. The respondents were not paying proper attention while filling the questionnaires. Respondents were giving answer to the questions that were written on the questionnaire. There was also time constraint. but efforts were made to get more and more information.
that it also changes the economy itself. It has one major benefit that almost every type of products is available at a place and under a roof. The stimulation for the demand of products and services helps the economy grow stronger and stronger. . culture.Conclusion Retail stores have a huge influence on society. It tells the consumers that only purchasing products makes you happy and therefore people compare each other on their belongings. Now a day many retail stores are opening across the world. The retail stores have become such an important factor in the economy in many countries. society. If there are more people buying these products the overall costs will drop and the product will become cheaper for the customer which raises his willingness to buy even more.
sony.com/retail/ • .com www.com www. WEB ADDRESS: • • • • • • www. 2.retailchain.methods and techniques-by CR Kothari.BIBLIOGRAPHY 1..com www. BOOKS: • Research methodology.com/ www.co.infobanc.indiaretailbiz.com/news/general..spencersretail. New Age International Publishers.indiaretailbiz.in/section/retailshops www..fibre2fashion../India/ www.imagesretail.
Do you know about retail stores? a) Yes ( ) b) No ( ) b) No ( ) ) Q2...ANNEXURE The information collected from you will be kept confidential and used for research purpose only... 4) accordingly the box where necessary... Questionnaire Q1.. TOPIC: “The preference of customer towards the Retail stores” General information Name…………………………………Age………Gender………………………… Address………………………………………………………………………………. Education…………………. Why you prefer retail stores? a) quality ( ) b) discount scheme ( ) b) customer care ( d) any other ( ) . Whether you regular visit to retail stores? a) Yes ( ) Q3.... 3.. 2.Occupation…………………………………… Contact no………………………… Note:-please rank (1..
Q4. Do have you any misconceptions regarding the retail stores? a) Behavior of salesman ( ) b) Fixed price ( ) c) Extra service charges ( ) d) Any other( ) Q6. From which retail store do you shop more? a) V mart ( ) b) Spencer ( ) c) Easy say ( ) d) Reliance ( ) Q7. Is the staff experienced and knowledgeable to answer your questions? a) Up to some extent ( ) b) Able to answer ( c) Not satisfaction ( d) Satisfied ( ) ) ) Q10. Would you recommend others to do shopping from the retail stores? a) May be ( ) . Do you think that you can gain individual attention from the staff? a) Yes ( ) b) No ( ) Q9. Do you think stores provide convient opening houses? a) Yes ( ) b) No Q8. What benefit you get while purchasing /buying in the retail store? a) Choice to select desired products ( ) b) Different products available ( c) Different department ( d) Better service ( ) ) ) Q5.
( ) ) b) Should cover the urban as well as rural area.b) May not be ( c) Sure ( ) ) d) Up to some extent ( ) Q11. ( ) ) Thanking you . ( c) Focus upon the needs of the consumer. a) More branches should be open. ( d) Better personnel. Any suggestion for the growth of retail stores.