A Project Report On The Study at Dr. A.S.

Rao Nagar with reference to Spencers Retail Ltd on Market Potential and Customer Preferences. A Project Report Submitted in partial fulfillment for the award of

POST GRADUATE DIPLOMA IN MANAGEMENT

Submitted By: Ajay Kumar Gupta (Registration No.: 08/06)

ICBM-SCHOOL OF BUSINESS EXCELLENCE Rajendra Nagar, Hyderabad-500 048 Approved by AICTE (2008-2010)

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ACKNOWLEDGEMENT
Interdependence is a higher value than independence
Some Says Managers are born and some says managers are made. I was also in some dilemma before commencing my Summer Internship Project. But after the successful completion of my summer internship project, I came to know that managers are made if they are guided properly and are motivated to work willingly towards fulfillment of specific goal. It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well wishers who have in some way or other contributed in their own special ways to the success and completion of this summer internship project. First of all, I express my sage sense of gratitude and indebtedness to my Principal, Prof. S. Zarar of ICBM-School of Business Excellence, Hyderabad, from the bottom of my heart, for his unprecedented support and faith that I do the best and his valuable recommendation and for accepting this project. I sincerely express my thanks to our Marketing lecturer Prof. Jitender Govindani for his valuable guidance and intellectual suggestions during this project. Also, I also express my sincere thankfulness to my mentor Dr. P Sai Rani, Mr. Khaja Qutubuddin and Mrs. Annie Kavitha for their kind advice, suggestions and constant help in a lot of various ways during project course. Further I express my sage sense of gratitude to Mr. Sudhakar Balivada, Regional Marketing Manager of Spencers Retail Ltd (A RPG Group enterprise) and Mr. Rajneesh Jha, who were kind enough to give an opportunity to work under their immense expertise. I sincerely thank to both of them for their valuable suggestions, motivation and encouragement. I express my thanks to the Spencers Supporting Team, for their support and encouragement in bringing out this project report. I would be failing in my duty if I dont express my profound gratitude to the entire respondent who has spent their valuable time to answer the questionnaire.

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Last but not the least; I would also like to expand my thanks to all faculty members of ICBM-School of Business Excellence, Hyderabad, who have helped a lot during the course of my project. Finally, I sincerely express my thanks to all my friends and the Staff members of ICBM-School of Business Excellence, Hyderabad for their support. Ajay Kumar Gupta (Registration No.: - 08/06)

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DECLARATION
I, Ajay Kumar Gupta student of ICBM-School of Business Excellence, Hyderabad, hereby declare that this project report entitled The Study on Market Potential and Customer Preferences with reference to Spencers Retail Ltd at Dr. A.S. Rao Nagar for Spencer Retail Limited (A RPG Enterprise), Hyderabad, is a bonafide record of work done by me during the course of summer internship project work of PGDM program and all contents and facts are prepared and presented by me without any bias. I also declare that it has not previously formed the basis for the award to me for any degree/diploma associate ship, fellowship or other similar title, of any Institute/Society.

Place: Date:

Ajay Kumar Gupta

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PREFACE
I want to express my gratitude for the experience and practical knowledge that I gained during the summer internship project at Spencers Retail Ltd (An enterprise of RPGs group).It was my first experience when I went to the market not to buy anything but to do the survey and to Study of Market Potential and Customer Preferences at Dr. A.S Rao Nagar, Hyderabad with reference to Spencers Retail Ltd. The basic need of this survey is to interact with customers. On first day I was nervous, but because of the good image of the SPENCERs in the market the people reacted positively. For accomplishment of the project report I think about the conditions and views and then I used to compose the whole thing on computer. In making the project report theoretical knowledge was needed more than the practical which was given to us by my professors in my institutes. In the market the experience relating to the practical knowledge was very good which realized me about the real conditions of the marketing. The project flows logically consisting of market research, data collection method and questionnaire. It hoped that the findings and the suggestions will help the company, confidently to formulate its strategy in comparison to its competitors. I have enjoyed my summer internship at Spencers and have learnt lots of new things, which

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will be helpful to me during my work in any organization. I thank Spencers for giving this opportunity at their office and being good to me all the time. I am please to work in this esteemed organization. I have tried my best to make this report a reader friendly & also did my level best to fulfill the objective of the summer training. Lastly I am giving thanks to ICBM-School of Business Excellence family who gave me their precious time to make project successful.

CERTIFICATE FROM GUIDE

This is to certify that the project entitled The Study on Market Potential and Customer Preferences with reference to Spencers Retail Ltd at Dr. A.S. Rao Nagar is a bona fide work of Ajay Kumar Gupta, a student of ICBM-School of Business Excellence bearing Roll No. PGDM/08-10/06, and was successfully conducted at Spencers Retail Ltd. Hyderabad, from 1stMay to 15th June 09, for the partial fulfillment for the award of Post Graduate Diploma in Management (PGDM). To the best of my knowledge this is an original piece of work. I wish him all the very best in his career endeavors.

Dr. P. SAI RANI [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report

(.) (PROJCET GUIDE)

TABEL OF CONTENTS S.No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

CONTENTS
Executive Summary Introduction to Retailing Objective of the Study Research Methodology and Scope of the Study Assumption of Study Retail Sector and its scope in India Company Profile RPG Group Spencers Retail Ltd. Introduction to Market Potential and Catchment Analysis Data Analysis and Interpretation Findings of the Study Challenges and Opportunities Suggestions and Recommendation

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13. 14.

Limitations of Study Conclusion Annexure Bibliography

Retailing Customer is King

A Customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption on our work. He is the purpose of it. He is not an outside of our business. He is a part of it and we are not doing him a favor by servicing him. He is doing us a favor by giving us an opportunity to do so.

Mahatma Gandhi

Some Published issue of Retail Industry The retail industry is expected to grow into a USD 427 billion industry by 2010- FICCI. Indias retail industry, which is in the middle of rapid growth, has already scripted success stories fit to be the subject of a Bollywood film-Business Standard. The impact of organized retailers that have seen swarming of malls lately, on the mom-npop stores in 20 Indian cities- Indian Council of Research in International Economic Relations (ICRIER). Modern Retailing Comprehensive policy vital- The Hindu Retail boom triggers ancillary industry growth- The Times of India

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The Indian Macro Economy

Tops AT Kearney list of emerging markets for global Retailers to enter. 2nd Fastest growing economy in the World and 50% of the total GDP led by services such as IT, telecommunications, healthcare and retailing. GDP growth rate for the year 2007-08 ended at 9.4% (in 1st quarter) and current GDP (6 %) is better than China and other developed country. Reserves crossed the $150 billion mark, showcasing India as one of the top ten holders of Foreign exchange reserves. Population 1000+ Million 50 Million Rich and 300 Million Middle class 65% of population below 35 years and 54% below age 25 years Working population in India is growing like most other developed countries. China has issues of median age 30-34 years at the early stage of development and psychology issues after implementation of one child policy Housing Boom due to nuclear family, low interest rates, tax benefits from government and lastly strong Indian values driven by savings and owning home Economy - 4h largest economy in the world on PPP basis (next only to USA, China and Japan) -One of the fastest growing economy with 6.5% average growth in GDP for last 10 years and is expected to rank 3rd by 2010, just behind the US and China Fragmented retailing with 5 million retailers and 95% less than 500 sq ft nation of shop-keepers -brilliant trading and entrepreneur community Over 3.9 million tourists visited India this year, up from 3.0 million last year. India is on the track to be the servicing capital of the world (As China is manufacturing capital) and Organized retail growing at 25-30%+ p.a. compound growth.

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IPL has again drastically changed the outlook of the whole world towards India. It has the highest paid players across the Globe / Sports. Real Estate & Retailers in India are the most aggressive in Asia in expanding their businesses, thus creating a huge demand for real estate. Their preferred means of expansion is to increase the number of outlets in a city and also expand to other regions. Driven by changing lifestyles, strong income growth and favorable demographic patterns, Indian retail is expanding at a rapid pace. Besides the 6 metros, India has 61 other cities with populations greater than 0.5 million and contributes about 14% to the countrys GDP.

India Vs World

Indian retail is fragmented with over 12 million outlets operating in the country which is 13 times more the all retail outlets operating in USA (0.9 million outlets).

India has the highest number of outlets per capita in the world - widely spread retail network but with the lowest per capita retail space (@ 2 sq. ft. per person)

Annual turnover of Wal-Mart (Sales in 2001 were $219 billion) is higher than the size of Indian retail industry. Almost 100 times more than the turnover of HLL (India's largest FMCG Company).

Wal-Mart - over 4,800 stores (over 47 million square meters) where as none of India's large format store (Spencers, Big Bazaar, Shoppers' Stop, Westside, Lifestyle) can compare.

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The Wal-Mart sales per hour of $22 million are incomparable to any retailer in the world. Numbers of employees in Wal-Mart are about 1.3 million where as the entire Indian retail industry employs about three million people.

One-day sales record at Wal-Mart (11/23/01) $1.25 billion - roughly two third of HLL's annual turnover.

Developed economies like the U.S. employ between 10 and 11 percent of their workforce in retailing (against 7 percent employed in India today).

60% of retailers in India feel that the multiple format approach will be successful here whereas in US 34 of the fastest-growing 50 retailers have just one format Inventory turns ratio: measures efficiency of operations. The U.S. retail sector has an average inventory turns ratio of about 18. Many Indian retailers have inventory turns levels between 4 and 10 - KPMG surveyed.

Global best-practice retailers can achieve more than 95 percent availability of all SKUs on the retail shelves (translating into a stock-out level of less than 5 %).The stock-out levels among Indian retailers surveyed ranged from 5 to 15 percent.

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1. Executive Summary

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Executive Summary
Retailing is emerging as a sunrise industry in India and is presently largest employer after agriculture. Some economists say that Retailing is one of the pillars of the economy in India, and some say it is gold mine of Indian economy. Retailing in its present form started in the latter half of 20th century in USA and Europe. Retail industry is divided into organized and unorganized sectors. Over 12 million outlets operate in the country and only 5% of them being larger than 500 sq ft (46 m) in size. Organized retailing in India is projected to grow at the rate of 25-30% p.a., is estimated to grow from the US $ 330 billion in 2007 to US $ 427 billion by 2010 and US $ 637 billion by 2015. Indian Retail Sector is growing very fast with so many new players are coming in this growing organized sector and trying to attract customers by giving attractive offers and offering competitive prices etc. Spencers Retail Ltd is Indias leading retailer that operates in multiple formats. The company operates over 6 million square feet of retail space, has over 350 square feet of retail stores across 60 cities in India and employs over 4500 people. The motive of the study is to know the market potential at Dr. A.S. Rao Nagar, Hyderabad with reference to Supermarkets & find out the customers perception about Supermarkets & what are the customers expectations from Spencers Retail. The main purpose of the study is to find out the target customers, preferences of the customers and sales potential with reference to Spencers. The study is done with the help of primary data given by respondents during survey and secondary data to know the market potential and customer preferences at Dr. A.S Rao Nagar, Hyderabad market with reference to Spencers Retail Ltd, and also to understand the current market position of Spencers Daily at that area and know the potential customers. This study is done with the help of area mapping and catchment analysis technique. Primary data is collected through personal interview using structured questionnaire and secondary data is collected from management of the Spencers Retail Ltd, various book, journals and from Spencers website.

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Dr. A.S. Rao Nagar is a developing area of Hyderabad and it consists of all classes of families. Most of the families belong to Socio Economy Class (SEC) A & B. Most of the residents fall in to age group 18-45. Most of the families have 4 to 5 members in their families. Residents are well educated and holding jobs. Their monthly incomes are ranging from 10,000-20,000 and above. Approximately 86.5% people visit Supermarket for shopping and 50.75% people visit to Spencers Daily Supermarket. From the above data it can be observed that there is a potential for good market opportunities for retail Supermarket. The reason for visiting super markets as mentioned by the respondents varied from better services to pricing to variety of products available with the super markets. 44.75% respondents visit super markets for the prices offered by the super markets and 46.75% mentioned that the quality of product provided by the super markets is the reason for their visit to super markets. The other factors which attract the respondents to various super markets are variety of products offered, fresh products like fruits and vegetables, availability of dairy products, home delivery, parking facilities, accepting debit/ credit cards, fast billing, booking counters, customer service, courteous and friendly behavior and ambience. Most of the customers complained regarding customer service, variety of product with deep assortment, store image, arrangement of products, pricing, product knowledge of employee, quality of products, parking space, product updation, closing time at Dr. A.S. Rao Nagar with reference to Spencers Daily. Company can enhance its business or increase its sales by doing these things; provide better customer service than its competitors, increase the variety of merchandise with deep assortment, arrangement of product should be in proper way that creates good store image, provide club Spencers membership card to the customers. Company should also include apparels segment in the store, should advertise through pamphlets about various offers, provide parking space and employ knowledgeable sales staff.

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This study helped me a lot for analyzing the market, understanding retail business and how to respond in critical situations. Findings and suggestions/recommendation of this report might be helpful for the company to improve its performance and business.

2. Introduction to retailing

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Introduction
The word retail has its origin in French word retaillier and means to cut a piece off or to break bulk. The term Retailing is defined as All activities involved in selling goods and services directly to final consumers for their personal and non-business use. In simple terms, it implies a first-hand transaction with customer. Retailing involves a direct interface with the customer and the coordination of business activities from end to end right, from the concept or design stage of a product or offering, to its delivery and post delivery service to the customer. The industry has contributed to the fastest changing and dynamic industries in the world today. Retailing, it is an emerging trend in the India and Hyderabad is not far behind which is also witnessing the stupendous growth and opportunities presented by this sector. Many institutionsManufacturing, Wholesalers and retailers do retailing, but most retailing is done by Retailers. A business wholesales come from primarily from retailing. It is a proven fact that in India the retail industry has become the 2nd largest employer after agriculture. Indian retail sector is in boom period and many reasons are contributing to it. The retail scenario in India is unique. Much of it is in the unorganized sector, with over 12 million retail outlets of various sizes and formats. Almost 95% of these retail outlets are less than 500 sq. ft. In size, the per capita retail space in India being 2 sq. ft. compared to the US figure of 16 sq. ft. Thus Indias per capita retailing space is the lowest in the world. With more than 9 outlets per 1000 people, India has the largest number of outlets in the world. Most of them are independent and contribute as much as 95% to the total retail sales. Because of the increasing number of nuclear family, working women, greater work pressure and increased commuting time, convenience has become a priority for the Indian consumers.

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The growth and development of organized retailing in India is driven by two main factors lower price and benefits the consumers cant resist. According to experts, economies of scale drive down the cost of supply chain, allowing retailers to offers more benefits offered to the customers. Globally, retailing is customer-centric with an emphasis on innovation in products, process and services. In short, the customer is the king. The Indian retail market is the 5th largest retail destination globally. It is estimated to grow from the US $ 330 billion in 2007 to US $ 427 billion by 2010 and US $ 637 billion by 2015. In Hyderabad, Spencers Retail came up as the organized retail outlet in the form of a Hypermarket in the year 2001, with its inception in Hyderabad, shopping got an altogether new meaning in Hyderabad. Some of the striking features of Spencers Retail a big and different formats having nice store image, along with soothing music and luring visual display of the products with self-selection facility magnetizing customers to choose from a wide assortment and variety of the products priced with entrancing discounts and fabulous offers. The emergence of organized retailing has led to competition which has resulted to the demographics & psychographic changes in the life of urban consumers. The life style and purchasing power of the middle class & upper class segment have fuelled the growth of organized retailing to intense competition among the big players. Spencers Retail is facing big intense competition from organized retail outlets like Big Bazaar, More, Vijetha, Hyderabad Central, Spar, Shoppers Stop, Pantaloons, Heritage fresh @, Food World, Reliance fresh, Vishal Mega Mart etc, to name a few, and from unorganized retailers like Kirana shops, Garment shops etc. Competition in retail sector has become extremely keen. Many new players coming in the retail market has increased the degree of competition by adopting 5 Ps (i.e. place, product, price, promotion and people) for successful retailing. While some of the exiting retailers survived, others failed to do so.

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3. Objective of the Study

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Objectives of the study

To study Dr. A.S. Rao Nagar area demographic wise. To study about the perception of customers with reference to availability of products and services in supermarket/Spencers.

To study about customer preferences and frequency of shopping. To know the target customers of Spencers Retail/Supermarket at Dr. A.S. Rao Nagar. To understand the customers expectation from retail service provider.

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4. Research Methodology and Scope of the Study

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Research Methodology
The study is relied on primary as well as secondary data. The primary data is collected through personal interviews using structured Questionnaire. The Secondary is collected from management of the Spencers Retail Ltd, various books, journals and Internet. Sampling Methods: Probability sampling method or simple random sampling Universe: The research work was accomplished in Dr. A.S. Rao Nagar, Hyderabad, so Dr. A.S. Rao Nagar, Hyderabad is my Universe. Sample Size: Sample size was 400. Research Instrument: For this study, for the collection of various data requirement, structured questionnaire is used. This questionnaire contains qualitative and quantitative information of the customers. The questionnaire contains of both open-ended and close ended questions, which would help to know the situation prevailing in the market.

Statistical Tools Used

For the purpose of data analysis, Percentage Method is used for calculation and result was interpreted. No. of Respondents Percentage = ---------------------------100 Total Respondents

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Scope of the Study

With the help of primary data given by the respondent during survey and secondary data, study is done to help the Spencers Retail Ltd to understand the market potential at Dr. A. S. Rao Nagar, Hyderabad market, also to understand the customer preferences and, potential customers and current market position of Spencers Daily at that area.

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5. Assumptions of the Study

The assumptions of the study are--- Questionnaires which were filled by both husband and wife and other members of family have been considered by me as filled by male (earner) only. Those questionnaires which are more than 80% filled, I have taken them in to consideration as a full filled questionnaire. Customers who visit occasionally to Spencers in a month or with 15 days, I consider that once in a week.

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6. Retail Sector and its scope in India

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Retail Sector and its scope in India Structure of Indian Retail Sector
The retail industry continued in India in the form of Kirana stores till 1980. Soon, following the modernization of the retail sector in India, many companies started pouring in the retail industry in India like Bombay Dyeing, Grasim etc. From that time the retail sector in India can be widely split into the organized and the unorganized sector. Organized Retail Sector After 50 years of unorganized retailing and fragmented Kirana stores, the Indian retail industry has finally begun to move towards modernization, Systematization and consolidation. Today, modernization is the catch phrase and the key to understanding retail in the next decade. There has been a boom in retail trade in India owing to a gradual increase in the disposable incomes of the middle class households, as a result of good performance of IT, Service and Infrastructure sectors. More and more players are entering the retail business in India to introduce new formats like malls, supermarkets, discount stores, department stores and even changing the traditional looks of bookstores, chemist shops, and furnishing stores. Organized retail formats prevalent globally Malls Supermarkets Hypermarkets Discount Stores Department Stores Specialty Stores Internet Retailing Convenience Stores MBO

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Unorganized Retail Sector The unorganized retail sector basically includes the local Kirana stores, hand cart, the vendors on the pavement (sidewalk) etc. This sector constitutes about 95% of the total retail trade. As 70% of the employment is generated in Agriculture sector, hence this form of retailing is widely seen in those areas and of course to some parts of the urban. There is a lot of hue and cry in the sector for opening of sector for direct investment from the foreign players, but government cannot neglect the interests of small players. One of main reason of not opening this sector to FDI is it may shrink the employment in the unorganized sector and expand that in the organized. The Evolution of retail in India Traditional Formats Itinerant Salesman Haats Melas Kiosks Established Formats Kirana shops PDS Pan/Beedi shops Post Office India's Largest retail Chains: 1. PDS (Public Distribution System): 463,000 2. Post offices: 160,000 3. KVIC (Khadi & Village industries): 7,000 4. CSD (Canteen Stores Department) Stores:3,400 (Source business world marketing White book 2005) Emerging Formats Exclusive retail outlets Malls/Multiplexes Specialty Malls Fast food outlets etc.

Convenience/Department stores Hypermarket

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Current Scenario of Indian Retail Sector

The Indian retail market, which is the fifth largest retail destination globally, has been ranked the 2nd most attractive emerging market for investment after Vietnam in the retail sector by AT Kearneys seventh annual Global Retail Development Index (GDRI), in 2008. The share of retail trade in the countrys gross domestic product (GDP) was between 8-10% in 2007. It is currently 12%, and is likely to reach 22% by 2010. A McKinsey report 'The rise of Indian Consumer Market', estimates that the Indian consumer market is likely to grow four times by 2025. Commercial real estate services company, CB Richard Ellis' findings state that India's retail market is currently valued at US$ 511 billion Indian retail on the fast-track The Indian retail market is the fifth-largest retail destination globally. It is estimated to grow from the US$ 330 billion in 2007 to US$ 427 billion by 2010 and further US$ 637 billion by 2015. Indian retail showed a growth rate of 49.73% with a turnover of US$ 25.44 billion in 2007-08 as against US$ 16.99 billion in 2006-2007. GRDI India ranked first for the third consecutive year on the Global Retail Development Index 2007, conducted by AT Kearney across 30 emerging economies. India is ranked as the most preferred retail destination for international investors. GCCI India ranked first for the fifth time on the Global Consumer Confidence Index June 2007, conducted by The Nielsen Company. Indians were judged as the worlds most optimistic consumers, with high financial confidence about their income for the next 12 months. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report Retail contributes to 10 per cent of Indias Gross Domestic Product and provides employment to 8 per cent of Indias working population. Higher disposable incomes, easy availability of credit and high exposure to media and brands has considerably increased the average propensity to consume over the years.

The contribution of retail sector to GDP has been manifested below:

Country India USA China Brazil

Retail Sector's share in GDP (in %) 10 20 8 6

The analysts foresee bright future of the retail sector. A huge number of shopping malls, nearly 100, have come up in the recent past, generating 20mn sq ft. retail space, extending more space of about 12mn sq ft to it. Nearly 60 malls are on the verge of completion and may be operational by the end of current financial year. A forecasted number of nearly 200 malls, in a move to make additional 50mn sq ft of retail space, will be completed within the next two-years. India retail industry is expanding itself most aggressively; as a result a great demand for real estate is being created. Indian retailers preferred means of expansion is to expand to other regions and to increase the number of their outlets in a city. It is expected that by 2010, India may have 600 new shopping centers. In the Indian retailing industry, food is the most dominating sector and is growing at a rate of 9% annually. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food. Since at present 60% of the Indian grocery basket consists of non- branded items. The global retail giants like Wal-Mart, Spar International, Tesco, K-Mart/SEARS, Carrefour, ZARA, FCUK, Carrefour Group and The Home Depot, NEXT, Mother Care, lKEA, Trussardi, DKNY and many more have made plans to march in the Indian market. Companies like Spencers, Shoppers Stop, Trent, Reliance, Lifestyle, Pantaloons Tanishq, Crossroads, Vishal and More already have planned to invest over Rs 5,000cr. Trent is on the edge to take both its brands 'Star India Bazaar' and 'Westside' to new cities, meanwhile Shoppers' Stop has recently geared up for expansion of present ones and to add 11 new stores including two hypermarkets. Pantaloon has planned to add eight 'Big Bazaar' malls within the next 6 to 8 months and also Spencer has geared up for opening 15 hypermarkets in near future.

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After partition, Reliance Industries Ltd (RIL) is substantially getting ready to enter in field of retailing. RIL is poised to emerge as the single largest player in this sector. On the other hand, Toscos, Wal-Marts or Safeway does ultimately enter in the country. So finally, Shoppers' Stops, Westside, Pantaloons and West sides in coming years have will face stiff competition.

Major Indian Retailers: RPG Retail-Formats: Music World, Books & Beyond, Spencers Hyper, Spencers Super, Daily, Express & Fresh Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc. The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark, and Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma. K Raheja Corp Group Formats: Shoppers Stop, Crossword, Hyper City, Inorbit Lifestyle International- Lifestyle, Home Centre, Max, Fun City and International Franchise brand stores. Pyramid Retail-Formats: Pyramid Megastore, True-Mart Nilgiris-Formats: Nilgiri's supermarket chain Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain. More-Formats: Supermarket chain and hypermarket chain Vishal Retail Group-Formats: Vishal Mega Mart BPCL-Formats: In & Out Reliance Retail-Formats: Reliance Fresh Reliance ADAG Retail-Format: Reliance World German Metro Cash & Carry:- Wholesale Shoprite Holdings-Formats: Shoprite Hypermarket

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International Retailers:The world's largest retailer, Wal-Mart, has tied-up with Sunil Mittal's Bharti Enterprises to enter Indian retail market. Microsoft's first shop-in-shop pilot has been launched with the Tata Group subsidiary Infiniti Retail's multi-brand consumer durables retail format, Croma.

The Walt Disney Company, consumer product retailing arm of global animation giant, will soon add 135 new stores to its existing 15 stores.

World's leading coffee chain, Starbucks' enters India through a tie-up with the country's leading multiplex operator PVR Limited.

Apple Inc has entered into an exclusive marketing and distribution deal with Reliance Retail through "iStore by Reliance Digital". Some of the international players that have already entered India include McDonald's, Pizza Hut, Dominos, Levis, Lee, Nike, Adidas, TGIF, Benetton, Swarovski, Sony, Sharp, Kodak, Medicine Shoppe among others.

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7. Company Profile

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Company Profile
RPG Enterprise

Type: Founded: Founder(s):-

Private Conglomerate Mumbai, India (1979) RP Goenka

Headquarters: - Mumbai, India Key People: - RP Goenka (Chairman Emeritus) Harsh Goenka (Chairman) Sanjeev Goenka (Vice Chairman) Industry: Power, Retail, Tyres/Tires, Transmission, Technology, Entertainment and other Revenue: Employees: Website: US$3.25 billion 58000
www.rpggroup.com

RPG Enterprises:-

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RPG Enterprises, established in 1979 by RP Goenka, is one of Indias fastest growing business groups with a turnover touching Turnover of Rs. 13,500 cr. and initially encompassed Phillips Carbon Black, Asian Cables, Agarpara Jute and Murphy India. Currently, RP Goenka retains the title of Chairman Emeritus, while the chairmanship and vice-chairman ship have been assumed by his sons Harish and Sanjeev Goenka respectively. The group has more than twenty companies managing diverse business interests in the areas of Power, Tyre, Transmission, IT, Retail, Entertainment, Carbon Black, and Specialty. The conglomerates major companies, subsidiaries and affiliates are..

Power

CESC Noida Power Company Limited

Tyres / Tires

CEAT CEAT Srilanka Phillips Carbon Black Harrisons Malayalam

Transmission

KEC International RPG Transmission Nitel

Technology

Zensar Technologies RPG Cables RPG Life Sciences Raychem RPG

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Retail

Spencer's Retail Music World Books and Beyond RPG Cellucom

Entertainment

Saregama

Other

Spencer's Travel Services Spencer International Hotels

Wide-ranging businesses, growing returns and a reputation to reckon, makes working with RPG an enriching experience. Where entrepreneurial skills are valued, excellence is the by-word, and performance is a pre-requisite.

Management The RPG Management Board is the backbone of the conglomerate. Its members are

highly qualified professionals, well experienced in their respective fields.

Values RPGs business ethics promote higher levels of excellence. The groups values of

Customer Sovereignty, People Orientation, Innovation & Entrepreneurship, Transparency & Integrity and Passion for Superior Performance, Anticipation, Speed and Flexibility propel it to perform and excel in all spheres of the business.

Quality For RPG quality determines success. Continuous process improvements are carried out to

ensure complete satisfaction of customer and market requirements.

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Beyond Business RPG is a socially responsible organization; believing in giving back to the community

what it has gained from it. The group regularly contributes toward the welfare of various social groups and is involved in promoting social activities in the field of sports and arts. History of RPG Group The history of RPG began in 1820 when Ramdutt Goenka, from a small town in Rajasthan, came to Calcutta to do business with the British East India Company. The following milestones speak of his enterprising efforts, and the subsequent growth of the RPG group.

By the 1900s the Goenkas establish themselves in diverse business sectors like banking, textiles, jute and tea.

Sir Hariram Goenka and Sir Badridas Goenka are conferred knighthood by the British for outstanding contribution to business and the community.

In 1933, Sir Badridas Goenka becomes the first Indian to be appointed Chairman of the Imperial Bank of India (now the State Bank of India).

He is elected President of the Federation of Indian Chambers of Commerce and Industry (FICCI) in 1945.

Keshav Prasad Goenka (son of Sir Badridas Goenka) continues the successful trait of entrepreneurship.

In 1950 Goenkas acquire two British trading houses - Duncan Brothers and Octavius Steel.

After successful acquisitions in the areas of tea, automobile, tyre, jute, cotton textile and electric cables, Keshav Prasad Goenka retires in the 70s. His business is taken over by his three sons.

One of the sons, Rama Prasad Goenka (better known as RP Goenka), starts RPG Enterprises in 1979 with Phillips Carbon Black, Asian Cables, Agarpara Jute and Murphy India.

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The 80s see further acquisitions by the RPG group, the first being CEAT Tyres of India in 1981. The group then went on to acquire KEC (1982); Searle India, now RPG Life Sciences (1983); Dunlop (1984); HMV (1988); and finally CESC, Harrisons Malayalam, Spencer & Co. and ICIM in 1989.

RP Goenkas sons Harsh (Chairman) and Sanjeev (Vice-Chairman) spearhead the groups management from 1990.

RP Goenka currently oversees the groups affairs as Chairman Emeritus. Today, RPG has more than twenty companies across eight business sectors, with a Turnover of Rs. 13,500 cr.

The group recorded a turnover of Rs 11,500 crore (equivalent to Rs. 115 billion) for fiscal year 2007.

Management Board

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Spencer's Retail Ltd. (A RPG Enterprise)

RPG Enterprises is not only one of the biggest, but also of the most respected names in the industry. A US $ 3.25 billion dollars business conglomerate, RPG is one of the powerhouses that drive Indian industry. With more than twenty companies, it spans six business sectors - Power, Tyres, Transmission, Technology, Retail and Entertainment. With such a diverse portfolio, RPG Enterprises has had unrivalled success which speaks very highly of the efficiency and vision with which the group is run. Over the years, RPG Enterprises has built a huge reservoir of trust and goodwill among the people of India. We at Spencers are truly proud to be a part of the RPG family. About Spencers Retail Ltd. Spencers Retail Limited, part of the Rs 13,500 crores RPG group, is one of Indias largest and fastest growing multi-format retailer with 350 stores, including 35 large format stores across 60 cities in India. Spencers focuses on verticals like food and grocery, fruit and vegetables, electrical and electronics, home and office essentials, garments and fashion accessories, toys, food and personal care, music and books. Established in 1996, Spencers has become a popular destination for shoppers in India with hypermarkets and convenient stores catering to various shopping needs of its large consumer base. We are proud today of our 350 stores across 60 cities covering a retail trading area of 1.3 million square feet and an astonishing 4.5 million customers a month. Spencers is one of the earliest entrants into the retail space and literally introduced the Indian consumer to the concept of organized retailing. In fact, the first ever hyper store in India was launched by Spencers at Hyderabad in the year 2001. The journey onwards has been one of the most aggressive of all the retail players in India. The company started its operations way back in the early 90s in the south and over the last one year-and-a-half, it has ramped up operations to about 350 stores across 60 cities in India. Spencers is on a high growth path.

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Operations Spencers has retail footage of over 6 million square feet and over 350 Spencers stores in 60 cities. The company operates through the following formats: The Spencer's hyper stores are destination stores, of more than 15,000 sq. ft in size. They offer everything under one roof. The merchandise ranges from fruits & vegetables, processed foods (Ready to Eat, Ready to Cook, FMCG products),specialty foods including international, sugar free, organic foods, etc..groceries, meat, chicken, fish, bakery, chilled and frozen foods, garments, consumer electronics & electrical products, home care, home dcor & home needs, office stationeries, soft toys. Besides, the stores also comprise book & music retailing, electronic gadgets and IT accessories. On an average, a Spencers hyper stocks 70,000 SKUs across 35,000 items. The Spencer's stores are neighborhood stores ranging from 1500 less than 15000 sq. ft. These stores stock the necessary range and assortment in fruit and vegetables, FMCG food and non-food, staples and frozen foods and cater to the daily and weekly top-up shopping needs of the consumer. Some of these stores which have floor area of more than 10,000 sq ft sometimes offer home care products; personal care products, bakery, chilled and frozen food; baby care, basics in garments and limited range of electronics and electrical.

Important Point: Fastest growing retail stores with multiple formats and retailing food, apparel, fashion, electronics, lifestyle products, music and books. Established in 1996 and headquarter is in Chennai. Retail footage of over 6 million square feet and over 350 Spencers stores in 60 cities.

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Spencers Retail has a loyalty program. They offer a co-branded credit card with HSBC bank (HSBC Spencer's Retail Credit Card). Spencer's Retail Limited, one of India's largest food first multi-format retailer, has been awarded the Coca Cola Golden Spoon "Most Admired Food & Grocery Retailer for Convenience and Express formats" Award at the Food Forum of India, 2009 held in Mumbai and this is the third award that the organization has received, three years in a row. Spencers was awarded the Turnaround Retailer of the year 2006 at the India Retailers Forum, 2007 in Mumbai. And Most Evolved Retailer of the year 2007 at the India Retail Forum, 2008.

With an immense amount of expertise and credibility, Spencers Retail has become the highest benchmark for the Indian retail Industry. In fact, the companys continuing expansion plans aim to help Spencers Retail meet the challenges of the retail industry in an even better manner than it does today.

New Ventures
Vision To build Spencers as the most professionally managed retail business in the country through: Excellence in all operating processes; Nurturing and facilitating a learning and growth culture; Building a unique retail experience for the customers; Spencers retail has announced a tie-up with British retailer Woolworths Plc for exclusively selling its famous toy brand Chad Valley through its outlets. Besides the Chad Valley range of toys (available at prices Rs. 49 upwards), Woolworths is also planning to introduce the Ladybird range of kids wear.

Mission Strives to exceed the aspirations of its customers for a healthy and fulfilling lifestyle by providing: The most innovative consumer goods and delectable taste experience. The ultimate shopping experience. Unsurpassed customer service. Unbeatable value Prepared by Ajay Kumar Gupta Project Report

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The next place away from home or office to relax and indulge themselves.

Major Future Plan It will be going in for public issue within the next 12 months to raise capital for expansion. The company plans to focus on the larger format stores in the identified growth clusters with higher market potential value and stronger brand equity for Spencer's. These clusters are Bangalore, Hyderabad, Coastal Andhra Pradesh, Chennai, Delhi NCR, East UP, Pune, Mumbai, South Kerala, Aurangabad, Punjab and Kolkata. The company will be investing Rs. 10 billion over the next 3 years using both internal source and an IPO. The company has already reserved 1 million square feet of space all over the country and will be creating close to 10,000 jobs in its different formats. Spencers Retail currently employees 4,500 people and has 6 million square feet of space. In every financial year, Spencers is increasing its stores from 150 to 250 with a target of expanding by 400 more in the next two years. The company had last year announced a Rs 1,500 investment plan to expand its business across the country. Spencers was the first to introduce the concept of music retailing with "Music World" chain of stores, followed by "Books and Beyond"[Retail chain of Book Stores] and "RPG Cellucom"[Retail Chain of Mobile Stores]. They are planning to setup 1,500 cellcoms and 400 Music Stores by 2010.

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Spencers has announced that it will very soon launch CRT TVs under the brand name Yashika. Spencers is all set to enter the standalone Lifestyle Retailing segment by opening American Lifestyle Brand stores in India - Beverly Hills Polo Club [BHPC]. The company plans to setup five BHPC stores all in the Delhi NCR region and then move to other metros.

Formats of Spencers Outlets

Spencers has retail footage of over 2 million square feet and over 350 Spencers stores in 60 cities. The company operates through the following formats:Spencers Hyper:- A fast growing retail network of hypermarkets with large format stores in Hyderabad, Mumbai, Gurgaon, Ghaziabad, Lucknow, Calicut, Vizag, Vijayawada, Aurangabad, Durgapur, Kolkata, Gorakhpur and Warangal. Spencers super: - One of the largest supermarket chains in the food and grocery segment in India. Spencers Daily: - Small format stores conveniently located with a range of products to meet daily household needs. Spencers Express: - Food and grocery store next door. Spencers Fresh: - Spencers Fresh stores provide with an enjoyable convenient shopping environment in very own neighborhood.

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Spencers Hyper: The Spencers Hypermarkets are huge destination stores, more than 25,000 square feet in trading area. Shoppers come here looking for fantastic deals across all categories. Hypermarkets ensure a comfortable, clean, bright and functional ambience to shop along with the convenience of finding everything under one roof at the best value for money.

Spencers Super: One of the largest supermarket chains in the food and grocery segment in India. The Spencers Super is the place to go for weekly and monthly shopping. About 8000-15,000 square feet in size, the Spencers Super not only caters to the daily needs but also stocks Home care products, Personal care products, Bakery, Chilled and frozen food, Baby care besides groceries and staples, Fresh fruits and vegetables and many more............ Spencers Express: Spencers express positioned as the food and grocery store next door. These stores are around 1000 square feet in size. They are open from 7 am to 9 pm and also provide with home delivery. The Express store stock dairy products, fruits and vegetable, bread and bread products, cut vegetables/ready to cook, fruit juices, fresh butter, fresh coffee/tea, fresh masalas, fresh pickles, fresh ghee, fresh fish and meat. Spencers Daily: Small format stores conveniently located with a range of product to meet daily household needs.

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The Spencers daily store is a friendly neighborhood store, which caters to the entire daily shopping need from regular groceries to fresh food and also weekly top-up shopping.

About 4000-7000 sq ft in size and with a bright and friendly atmosphere, Spencers Daily saves the hassle of bargaining with the local Kirana shop owners because it offers the lowest possible prices.

Spencers Fresh:Spencers Fresh stores provide with an enjoyable convenient shopping environment in very own neighborhood. These 2000 square feet air-conditioned stores are well stocked with fresh food of the very best quality, such as fresh farm produce, vegetables, fruits, milk, eggs, breads and much more. With an impressive range and a clean, bright and hygienic ambience, Spencers Fresh is far better than the regular sabzi mandis or local vegetable markets and at Spencers Fresh consumers not only do get fresh, clean and tasty farm produce but also lowest possible prices in the locality, yes even lower than sabziwala! Snapshot:Different formats of Spencers Retail Format Spencers Express Stocks Dairy products, fruits, vegetables, bread and bread products, fruit juices, fresh butter, coffee/tea, masalas, pickles, ghee, fresh fish and Spencers Fresh Spencers Daily Spencers Super meats. Vegetables, fruits, milk, eggs, breads and daily use items. Regular groceries and daily use products. Home care products, personal 2000 4000-7000 8000-10,000 Min. Trading Area (sq.ft.) 1000

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care products, bakery, chilled and fresh food, baby care Spencers Hyper products and daily use items. Miscellaneous and many more More than 25,000

8. Introduction to Market Potential and Catchment Analysis

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Market Potential
Market Potential:Market Potential is the total amount of a product/service that customers will purchase within a specified period of time at a specific level of industry wide marketing activity or estimated maximum total sales revenue of all suppliers of a product in a market during certain period of time. This is an important aspect of marketing since one has to do market research related to his industry product which can be business to consumer or business to business. Market potential is basically carried out to know the strength in the industry also to allocate the target to the sales force based on optimum market research which normally includes the customers requirement and their expansion plans, investment etc. With optimum information a company can know amount of investment for a product, also for a particular area. Total Market Demand:The total market demand for a product or service is the total volume that would be bought by a defined consumer group in a defined geographic area in a defined time period in a defined marketing environment under a defined level and mix of industry marketing effort. Total market demand is not a fixed number but a function of the stated conditions. Market demand in the specific period

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Market potential Market forecast Market minimum Planned expenditure Industry marketing expenditures Market demand as a function of Industry marketing expenditures Fig (1): Market Demand Figure (1) shows the relationship between total market demand and various market conditions. In this figure, upper limit of market demand is called Market Potential. Companies have developed various practical methods for estimating total market demand. A common method to estimate total market demand is as follows:Q=nqp Where Q = total market demand n = number of possible buyers in the market q = quantity purchased by an average buyer per year p = price of an avg. unit Benefits of Market Potential Analysis:

Understand market potential for a single store, network of stores or a new market. Deploy resources effectively by ranking markets in priority order. Forecast total opportunity in terms of number of customers and revenue potential. Estimate your market share.

A market potential analysis may include:

A customer profile to understand where to find more like them Market penetration and market share reports showing performance in existing markets and expected performance in new markets Market ranking reports allowing you to prioritize resource deployment into new markets

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A geographic view of market opportunity on detailed maps

Market potential can be expressed as a function of:

The number of customers purchasing Amount purchased Frequency of purchase

In other words, market potential = (how many * how much* how often)

Bottom Up or Top Down Market Analysis: A Bottom Up approach to market sizing starts with a company customers. How much and often do they buy? What is their profile? How many potential customers do you have in the market based on your customer profiles? How can you reach them? A Top Down approach starts with market and industry data. It takes a close look at a geographic market area and profiles the consumers and/or businesses to let you know their propensity to buy your products and services. Estimating the market or market potential for a new business or business expansion is critical in determining the economic feasibility of a venture. But market potential is very essential for the company and by knowing market potential a company can make its position in the market by finding how many players are there in that sector.

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CATCHMENT ANALYSIS

Introduction about Dr. A.S. Rao Nagar, Hyderabad:Dr. A.S. Rao Nagar is developing area of Hyderabad and it consists of all class of family. In his area 5.4% families belong to Socio Economy Class (SEC) A+, 38.6% families belong to SEC A, 52% families belong to SEC B and 4% families belong to SEC C. All this result has been found with the help of Area Mapping technique and catchment analysis, all these data are approximate. By all these data we can find that this area is having good market opportunities retail Supermarket. If a company doesnt know who its shoppers are, how can company give them what they want? If company doesnt know where they come from, how can company communicate with them? Finding answers to these questions is vital but catchment analysis is very helpful in that. A company or retail store will be able to optimize its activities if and only if company knows its market in depth. Its market penetration, its success and its potential depend on geographical factors, hard to grasp, hard to fully understand, but catchment analysis is very helpful.

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In the catchment analysis, first part is the area mapping of that local market and through that finds the locations of the competitors, customers and traffic between them. Through that we quantify the sizes and potentials of that local catchment areas and market of that area as whole.

With the help of catchment analysis, company knows the best location for business, target and potential customers

Type of catchment area

There are four type of catchment that is following Unitary Catchment It is hub of the catchment area around the outlet, from where maximum number of people comes to the retail stores for shopping. Secondary Catchment This area is called secondary catchment area which is around 2 km far away retail stores from where some people come to the shop for shopping. Tertiary Catchment The area from where only some selected or loyal customers come to the retail stores that is more than 2 km far from outlet. Outer Catchment Outer catchment area is totally outer area from where only less no. of person sometimes comes to the outlet,

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9. Data Analysis and Interpretation

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Data Analysis and Interpretation

Research in retail is very essential, as customer preferences and choices are dynamic and change frequently, the retail company needs to understand these before redesigning its processes for enhancing business and many more. Since customer interaction takes place at the store and near store, there is a big opportunity to gather first hand information and feedback from customers through research and survey. Research is carried out at the retail level for concept testing, business feasibility analysis, identification of the right product mix, target customer and market potential. The major objectives of analysis of data are: To evaluate and enhance data quality Describe the study population and its relationship Examine effects of other relevant factors Seek further insight into the relationship observed or not observed Evaluate impact and importance

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Target Customers- Age Wise:This Table reveals about age group of customers at Dr. A.S. Rao Nagar, Hyderabad. Table-1

Age Group 18-25 26-35 36-45 46-55 56+

Age Group of Respondents No. of Respondents % of Respondents 134 33.5 152 38 56 14 27 6.75 31 7.75

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Pie Chart: 1 Source: Primary Data Inference: From the Table-1 and Pie chart-1 depicted above, Out of 400 respondents who answerd the questionnaire, 33.5% people fall in the age group 18-25 years, 38% people fall in the age group 26-35 years,14% people fall in the age group 36-45 years, 6.75% people fall in the age group 46-55 years and 7.75% people fall in the age group 56+ years. From the above analysis, it is observed that majority of the residents fall in the age group 18-25 and 26-35

No. of family members of the Respondents

This table explains about No. of family members in a family of Dr. A.S. Rao Nagar, Hyderabad. Table-2

No. of Family and Family Member's of Respondent

Member's of family 1 2 3 4 5 6 7 No. of Family 2 20 42 123 138 54 15 % of Family 0.5 5 10.5 30.75 34.5 13.5 3.75

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8 9 11

4 1 1

1 0.25 0.25

Column Chart-2 Source: Primary Data Inference: From the Table-2, Column chart-2 depicted above, Out of 400 respondents who answerd the questionnaire, 34.5 people belong to 5 members family, 33.75% people belong to 4 members family, 13.5% people belong to 6 members family, 10.5% people belong to 3 members family, 5% people belong to 2 members family, 1% people belong to 8 members family.

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Target Customer- Education Wise

This table explains about education level of customers of Dr. A.S. Rao Nagar. Table-3

Education Level of Respondents

Education Level S.S.C. Inter Graduate Post Graduate Others No. of Respondents 7 28 215 138 12 % of Respondents 1.75 7 53.75 34.5 3

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Pie Chart-3 Source: Primary Data Inference: From the table, pie chart depicted above, Out of 400 respondents who answered the questionnaire, 1.75% people belong to S.S.C. category education level, 7% people belong to Inter category education level, 53.75% people to Graduate category education level, 34.5% people belong to Post Graduate category education level and 3% people belong to others category education level.

Occupation of Respondents
This table describes the occupation of respondents who gave the answer of questionnaire and explain class of customers of Dr. A.S. Rao Nagar, Hyderabad. Table-4

Occupation of Respondents
% of Occupations Student House Wife Service Business Others No. of Respondents 73 27 172 87 41 Respondents 18.25 6.75 43 21.75 10.25

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Pie Chart-4

Source: Primary Data Inference: From the table, pie chart depicted above, On this basis of 400 respondents who answered the questionnaire, 43% people belong to Service category, 21.75% people belong to Business category, 18.25% belong to Student category, 6.75% people belong to House Wife category and 10.25% people belong to Others category.

Monthly Income of Respondents

This table states about the monthly income level of Respondents who gave the answer of this survey questionnaire and belong to Dr. A.S. Rao Nagar, Hyderabad & so taken by me as a sample of the entire population for the analysis.
Table-5

Monthly Income of Respondents

Monthly Income < 5k 5k-10k 10k-20k > 20k No. of Respondents 68 78 149 105 % of Respondents 17% 19.5% 37.25% 26.25%

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Pie Chart- 5 Source: - Primary Data Inference:

From the Table-5, Pie Chart-5 depicted above, Out of 400 respondents who answered the questionnaire, 17% people belong less than 5000 monthly income category, 19.5% people belong to 5000-10,000 monthly income category, 37.25% people belong 10,000-20,000 monthly income category and 26% people belong to more than 20,000 monthly income category.

Regular shopping place of Respondents

This question reveals about preference of Respondents regarding retail stores where they shop regularly. Table-6

Regular Shopping Place of Respondents

Shopping Place Supermarket's Kirana Stores Others Supermarket's & Kirana Stores No. of Respondents 284 45 5 66 % of Respondents 71 11.25 1.25 16.5

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Pie Chart-6 Source:- Primary Data Inference:- From the Table-6, Pie Chart-6 depicted above, Out of 400 respondents who answered the questionnaire, 71% people go to Supermarkets for shopping, 16.50% people shop at Supermarkets and Kirana Stores, 11.25% people shop at Kirana Stores and 1.25% people shop at others.

Shopping place of Respondents is Spencers or not

This question tells about respondents shop at Spencers or not and also it tells about brand awareness of Spencers in market. Table-6

No. of Respondents who visit Spencer's for shopping

No. of Respondents 203
197

Shop at Spencer's Yes

No

% of Respondents 50.75%
49.25%

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Bar Chart-6 Source:- Primary Data Inference:From the Table-6, Bar Chart-6 depicted above, Out of 400 respondents who answered the questionnaire, 50.75% people go to Spencers for shopping but not regularly. By this question it reveals that brand awareness of Spencers in Dr. A.S. Rao Nagar is nice. 49.25% people do not go Spencers.

No. of times in a week shopping at Spencers by the Respondents

This table explains about frequency of shopping in a week by the respondents in a week. Table-7

Shopping at Spencer's in a week by Respondents

No. of times in a week 1 2 3 4 20 No. of Respondents 76 98 20 8 1 203 % of Respondents 19 24.5 5 2 0.25 50.75

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Column Chart-7 Source:- Primary Data Inference:From the table, column chart depicted above, On the basis of 400 respondents who answered the questionnaire, 19% people go to Spencers for shopping once in a week, 24.5% people shop at Spencers twice in a week. 5% people shop at Spencers thrice in a week and 2.25% people shop at Spencers 4times in a week.

Perception of Customers about visiting to supermarket

This table reveals the opinion of customers for visiting a Supermarket. It means the convenience of the customer to visit a supermarket based on the different factors like better price, accessibility, availability of variety of products, parking facility, store ambience (it determined by store layout, soothing music, tempting visual display of the products with self selection facility, etc.), customer service, range of items, product quality, value for money, offers and discounts, after sales service. Table-8

Perception of customers for visiting Supermarket

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% of Very Poor Respons Outlook Better Price Good Quality of Products Variety of Product to choose Parking Facilities Convenien ce or Opening Hours Product Knowledge of Employee Store Comfortabl e to shopin 0% 0.5% 6.5% 43.5% 38.75% 10.75% 1% 1.5% 22.5% 57% 7.25% 10.75% 0% 1.25% 3% 57% 28% 10.75 0.5% 0.75% 3.75% 5.75% 37.25% 43.25% 35% 33% 12.75% 6% 10.75% 11.25% 0% 0.25% 5.5% 46.75% 36.75% 10.75% e 0% % of Poor Response 4% % of Avg. Respons e 28.50% % of Good Respons e 44.75% % of VG Respon se 12% % of No Respon se 10.75%

For Better Price

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Column Chart-8 Source:- Primary Data Inference:From the Table-8, Column Chart-8 depicted above, Out of 400 respondents who answered the questionnaire, 44.75% said good about pricing of products, 28.5% said average, 12% said very good and none said very poor regarding Better Price in reasons for visiting a Supermarket.

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Column Chart-9 Source:- Primary Data Inference:From the Table-8, Column Chart-9 depicted above, Out of 400 respondents who answered the questionnaire, 46.75% said good about quality of products, 5.5% said average, 36.75% said very good and none said very poor regarding Good Quality of Products in reasons for visiting a Supermarket.

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Column Chart-10 Source:- Primary Data Inference:From the Table, Column Chart-10 depicted above, Out of 400 respondents who answered the questionnaire, 35% said good about availability of variety of products, 37.25% said average, 12.75% said very good and none said very poor regarding Variety of Products to choose in reasons for visiting a Supermarket.

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Column Chart-11 Source:- Primary Data Inference:From the Table, Column Chart-11 depicted above, Out of 400 respondents who answered the questionnaire, Out of 400 respondents who answered the questionnaire, 33% said good about parking facilities, 43.25% said average, 6% said very good and 0.75% said very poor regarding Parking Facilities in reasons for visiting a Supermarket.

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Column Chart-12 Source:- Primary Data Inference:From the Table, Column Chart-12 depicted above, Out of 400 respondents who answered the questionnaire, 57% said good about convenience or opening hours, 3% said average, 28% said very good and none said very poor regarding Convenience or Opening Hours in reasons for visiting a Supermarket.

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Column Chart-13 Source:- Primary Data Inference:From the Table, Column Chart-13 depicted above, Out of 400 respondents who answered the questionnaire, 57% said good about products knowledge of employee, 22.5% said average, 7.25% said very good and 1% said very poor regarding Convenience/Opening Hours in reasons for visiting a Supermarket.

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Column Chart-14 Source:- Primary Data Inference: Out of 400 respondents who answered the questionnaire, 43.5% said good about Store comfortable to shop-in (ambience), 6.5% said average, 38.75% said very good and none said very poor regarding Store Comfortable to Shop-in (Ambience) in reasons for visiting a Supermarket. Hence from above analysis, customers show the maximum view on following things in the reasons for visiting a supermarket product knowkedge of employee (57%), Convenience/Opening Hours (57%),Good quality of Products (46.75), Better Price (44.75%), Store comfortable to shop-in ( 43.50%), Parking Facilities (43.25%) and Variety of products to choose (37.25%).

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Respondents View in selecting a Supermarket

This question tells about important things for a Supermarket on the basis of customers view. Table-9

Important things in selecting a Supermarket in Respondents view (in %)

Somewh Not all Outlook Security Close to where You live Convenien ce of Parking Courteous Friendly Employee Offers Several brands High quality Fruits & Vegetables Diff. Variety of Dairy product Non Veg. & Sea food Home Delivery 8.75% 6% 0.50% 1% 12.75% 1.25% 5% 10.50% 4.25% 32% 52.25% 42.25% 43.50% 8.25% 42% 9.75% 10.25 % 9.75% 0.50% 0.50% 5% 11.75% 72.50% 9.75% 2.50% 1% 4.50% 29.75% 52.50% 9.75% 0% 0% 5% 20.25% 65% 9.75% 0% 0.75% 5.75% 57.75% 26% 9.75% 1.75% 2% 16% 20% 50.50% 9.75% Imp. 1.50% at Un Imp. 5.50% Neutral 13% Somewha t Imp. 28.50% Extremel y Imp 41.75% No Respo nse 9.75%

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Column Chart-15 Source:- Primary Data Inference:From the Column Chart-15 depicted above, Out of 400 respondents who answered the questionnaire, 41.75% respondents give their view regarding Security as extremely important, 28.50% respondents somewhat important, 13% respondents neutral and 5.50% respondents somewhat important during selecting a Supermarket.

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Column Chart-16 Source:- Primary Data Inference:From the Column Chart-16 depicted above, Out of 400 respondents who answered the questionnaire, 50.50% respondents give their view regarding Close to where you live as extremely important, 20% respondents somewhat important, 16% respondents neutral during selecting a Supermarket.

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Column Chart-17 Source:- Primary Data Inference:From the Column Chart-16 depicted above, Out of 400 respondents who answered the questionnaire, 57.75% respondents give their view regarding Convenience of Parking somewhat important, 26% respondents extremely important, 5.57% respondents neutral during selecting a Supermarket.

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Column Chart-18 Source:- Primary Data Inference:From the Column Chart-17 depicted above, Out of 400 respondents who answered the questionnaire, 65% respondents give their view regarding Courteous friendly employees as extremely important, 20.25% respondents somewhat important, 5% respondents neutral during selecting a Supermarket.

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Column Chart-19 Source:- Primary Data Inference:From the Column Chart-18 depicted above, Out of 400 respondents who answered the questionnaire, 52.5% respondents give their view regarding Offers several brands as extremely important, 29.75% respondents somewhat important and 4.5% respondents neutral.

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Column Chart-20 Source:- Primary Data Inference:From the Column Chart-19 depicted above, Out of 400 respondents who answered the questionnaire, 72.50% respondents give their view regarding High quality fruits and vegetable as extremely important, 11.75% respondents somewhat important, 5% respondents neutral and 9.75% respondents No Response during selecting a Supermarket.

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Column Chart-21 Source:- Primary Data Inference:From the Column Chart-20 depicted above, Out of 400 respondents who answered the questionnaire, 43.50% respondents give their view regarding Offers different of dairy products as extremely important, 32% respondents somewhat important, 5% respondents neutral and 9.75% respondents No Response during selecting a Supermarket.

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Column Chart-22 Source:- Primary Data Inference:From the Column Chart-21 depicted above, Out of 400 respondents who answered the questionnaire, 52.25% respondents give their view regarding Sells fresh Non-Veg. & Sea food as somewhat important, 12.75% respondents 12.75 somewhat Un important, 10.50% respondents Neutral, 10.25% respondents No Response during selecting a Supermarket.

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Column Chart-23 Source:- Primary Data Inference:From the Column Chart-22 depicted above, Out of 400 respondents who answered the questionnaire, 42.20% respondents give their view regarding Home Delivery as somewhat important, 42% respondents extremely important and 9.75% respondents No Response during selecting a Supermarket.

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Customers Expectation with respect to Services

This table tells about what kinds of services, customers expect from Spencers and other Supermarket Table-10

Kind of Services customers expect

Services Fast Billing Ticket Booking Counter's Ample Parking Home Delivery All C. & D. cards Should accept Important 90.25% 24.50% 70.25% 79.50% 92.50% Not Important 4.50% 69.25% 24.25% 15.25% 2% No Response 5.25% 6.25% 5.50% 5.25% 5.50%

Column Chart-24 [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report

Source:- Primary Data Inference:From the Table-10, Column Chart-23 depicted above, Out of 400 respondents who answered the questionnaire, 90.25% respondents give their view regarding Fast Billing as important, 69.25% respondents give their view regarding Ticket Booking Counters as not important and 24.50% respondents important, 70.25% respondents give their view regarding Ample Parking as important, 79.50% respondents give their view regarding Home Delivery as important and 92.50% respondents give their view regarding all credit and debit cards should accept as important.

SEC Category of Family at Dr. A.S. Rao Nagar

This table explains about SEC (Socio Economic Class) category of family at Dr. A.S. Rao Nagar, Hyderabad. This is done with the help of Area Mapping technique. Table -11 SEC Category of Family No. of Family 538 3824 5148 391

Family class SEC A + SEC A SEC B SEC C

% of Family 5.40% 38.60% 52% 4%

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Pie Chart-25 Source: Primary Data Inference:- From the Table-11, Column Chart-25 depicted above Dr. A.S. Rao Nagar is developing area of Hyderabad and it consists of all class of family. In his area 5.4% families belong to Socio Economy Class (SEC) A+, 38.6% families belong to SEC A, 52% families belong to SEC B and 4% families belong to SEC C. All this result has been found with the help of Area Mapping technique and all these data are approximate. By all these data we can find that this area is having good market opportunities retail Supermarket

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10. Findings of the Study

Findings of the Study

After completing the survey and analyzing the responses of the persons contacted. I came across the following facts Consumer life style and spending pattern are changing, more and more customers are visiting supermarket. Demographics of Dr. A.S. Rao Nagar are very nice for retail business. In this area 38% people belong 26-35 age group category, 33.5% people belong to 18-25 age group category, and 14% people belong to 36-45 age group category and rest other age group.

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Dr. A.S. Rao Nagar is mixture of Joint family and Nuclear family because 34.5% family are having only 5 family members, 30.75% family are having only 4family members, 13.5% family are having 6 family members and 10.5% family are having 3 family members.

Residents of Dr. A.S. Rao Nagar are well qualified. 53.75% people are Graduate, 34.5% people are Post Graduate and 7% people have studied Intermediate/ S.S.C. In Dr. A.S. Rao Nagar area most of the people are service man. 43% people are job holders, 21.75% people are business man, 18.25% people are students and 6.45% women are house wives, 10.25% people do other works. Among the women respondent most of them are job holders or business women. This finding indicates that earning person is the decision maker for a family even for shopping or any other work.

As we know in this area service holder people are maximum and this shows their monthly income would be good. In this area, 37.25% people earn 10,000-20,000 monthly, 26.25% people earn more than 20,000, 19.50% people earn 5000-10,000 and 17% people earn less than 5000 monthly.

In Dr. A.S. Rao Nagar, 71 % people go to Supermarket regularly for shopping only, 16.5% people go to Supermarket & Kirana Store both and 11.25% people got to Kirana Store for shopping only. This finding shows that supermarket customers are more in this area, Spencers can enhance its business by providing better services.

In Dr. A.S. Rao Nagar, 50.75% people go to Spencers for shopping and 49.25% people dont go. In 50.75% people, 19% people shop at Spencers once in a week, 24.5% people shop at Spencers twice in a week, 5% people shop at Spencers thrice in a week and 2.25% people shop at Spencers several times in a week.

In reasons for visiting a Supermarket, people of Dr. A.S. Rao Nagar gave their preferences regarding Better Price 44.75% good &28.50% average, regarding Good quality of products 46.75% good & 36.75% very good, regarding Variety of products to choose 37.25% average, 35% good & 12.75% very good, regarding Parking Facilities, 43.25% average & 33% good, regarding Convenience/Opening Hours 57% good, 28% very good, regarding Product Knowledge of Employee 57% good, 22.5% average & 7.25% very good, regarding Store comfortable to shop-in (ambience) 43.5% good & 38.75% very good.

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In the important things in selecting a Supermarket, people of Dr. A.S. Rao Nagar gave their view- regarding Security - 41.75% extremely important & 28.50% somewhat important, regarding Close to where you live 50.50% extremely important & 20% somewhat important, regarding Convenience of Parking 57.75% somewhat important & 26% extremely important, regarding Courteous friendly employee- 65% extremely important, 20.25% somewhat important, regarding Offers several brand-52.50% extremely important & 29.75% somewhat important, regarding high quality fruits and vegetables- 72.50% extremely important, regarding Offer different variety of dairy products- 43.50% extremely important & 32% somewhat important, regarding sells fresh Non-Veg. and Seafood- 52.25% somewhat important % 8.25% extremely important, regarding home delivery- 42% extremely important & 42.25% somewhat important.

People of Dr. A.S. Rao Nagar gave their expectation regarding different-different services, -- Fast billing 90.25% important, Ticket booking counters- 69.25% not important & 24.50% important, Ample Parking 70.25% important, Home Delivery79.50% important, All Credit & Debit cards should accept 92.50% important. Dr. A.S. Rao Nagar is developing area of Hyderabad and it consists of all class of family. In his area 5.4% families belong to Socio Economy Class (SEC) A+, 38.6% families belong to SEC A, 52% families belong to SEC B and 4% families belong to SEC C. By all these data we can find that this area is having good market opportunities retail Supermarket.

Most of the customers complained-- In Spencers, several variety of product is not available, stock of 1 variety of any brand is not sufficient; company should keep more variety of any product. We never understand the pricing strategy of Spencers Daily. Product assortment is not good. Arrangement of products is not systematic, we face problem many times for selection of products. Dabur products are not available in sufficient amount. Organic products are not available in the Spencers Daily since last two month.

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For vegetables and fruits, carry bag is small. Store closing time should be increased. Most of the customers were not too happy with level of service. Maximum time A.C. doesnt work properly. Products are not updated; new launched products are not available.

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11. Challenges and Opportunities

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Challenges and Opportunities

At Dr. A.S. Rao Nagar, 5 retail companies are doing their business. These are1. Spencers Daily 2. Ushodya Supermarket 3. Food World 4. More 5. Heritage Fresh@ Out of these 5 Supermarkets, on the basis of customer preferences, market survey Ushodya Supermarket is holding 1st position, Spencers Daily 2nd, Food World 3rd, More 4th and Heritage fresh@ 5th. Challenges at Dr. A.S. Rao Nagar Market: Customers are flexible towards discount and offers with respect to Supermarkets. Despite high footfalls, the conversion ratio has been not good in the Spencer's Daily. More is creating intense competition before Spencers with the help of MORE @ YOUR DOOR. Promotional activities of More Supermarket are continuously going on in the market with the help of Templates, Kiosks Show and Club More Membership Card. On the basis of customers preferences, Ushodya Supermarket is having several varieties of products with deep assortment and Ushodya has covered more market. Personalized service offered by Mom-&-Pop stores. Brand awareness of Spencers is not quite good only 50.75% people shop at Spencers. 29% people shop at Kirana Stores. Knowledgeable sales person inside store for motivating to the customers. Competitors follow competitive and discount pricing strategy.

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Opportunities at Dr. A.S. Rao Nagar Market: Dr. A.S. Rao Nagar is developing area of Hyderabad and it consists of all class of family, 38.6% families belong to Socio Economy Class (SEC) A, 52% families belong to SEC B. this shows that Supermarkets going people are available. Urbanization is increasing of Dr. A. S. Rao Nagar in broad form, also disposable income of people. People of Dr. A.S. Rao Nagar are changing the Pattern of consumption along with shopping trends. 71% people shop regularly at Supermarkets, 16.5% people shop at Supermarkets and Kirana Stores both and 11.25% people shop at only Kirana Stores. This shows maximum no. of people shop at Supermarkets and if Spencers will provide better customer service in comparison to its competitors with help of attractive offers, promotions and marketing activities then Spencers can enhance its sales. Most of Dr. A.S. Rao Nagar people are educated and job holder, Spencers can do better promotion through pamphlets about facilities and services of Spencers. Most of the people of Dr. A.S. Rao Nagar earn 10,000-20,000 and more than 20,000. Customers are very eager to know about offers, discount schemes provided by Supermarkets/Spencers then Spencers should do better promotion for creating awareness about all offers.

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12. Suggestions and Recommendations

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Suggestions and Recommendations

Fast moving consumer goods (FMCG) or daily used items should be available in more number of varieties because customers of Dr. A.S. Rao Nagar complain regarding this and FMCG product should be placed near exit door as customers can purchase the daily use items at the time of exit, which can directly increase the sales of Spencers as done in other retail outlets. Most of the customers believe that stock is not updated and no offer schemes are provided by Spencers on the old stock. Same price is charged for both the fresh stock and old stock. Respondents feel offers should be provided on the old stock, as is done in other retail stores. As the majority of population at Dr. A. S. Rao Nagar area are falling into the age group of 26-35 and 18-25.Company should concentrate on the need of people falling into that category. People of Dr. A.S. Rao Nagar, say that Spencers should employ experienced sales staff so that they can better explain the quality and features of the products. Some of the people find in-store environment of Spencers very dull, so try to maintain nice store image which attracts the customers and it works in word of mouth marketing for attracting more customers. Variety of products should be increased for better selection by the customers so that customers can choose from a huge lot of items of different companies having different features as the customers of Dr. A.S. Rao Nagar complained more regarding variety of products.

Store layout should be redesigned that a customer can have easy access to the product. Spencers should provide club Spencers membership card (apart from HSBC Loyalty card), on that card one unique no. should be there and offer some point system on every purchase that will attract the customers, through that Spencers can increase its sales.

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People generally search for the product on offer so the high margin product should be up fronted that mean those item should be in the eye height so that it easily catches the customers attention and generates impulse purchase.

Company should try to include mens, ladies, and kids apparels segment in the Spencers daily for attracting the customers.

At Dr. A.S Rao Nagar area, the percentage of family member group 5 and 4 is more. Therefore company should try to attract that family by providing family pack apparels. offer at discount rate

To improve Product visualization the Company should do visual merchandising in better way.

Spencers should do intensive advertisement through pamphlets, local newspaper, banners, FM Radio, Kiosks for creating more awareness.

Variety of products should be increased with deep assortment for better selection by the customers so that customers can choose from huge lot of items of different companies having different features.

Customers are very eager to know about offers, discount schemes provided by Supermarkets/Spencers then Spencers should do better marketing for creating awareness about offers and discount schemes.

Complained and feedback should be taken care in well manner to create the loyalty and goodwill. Merchandise should be arranged properly. Company should offer competitive price with good quality of products because most of the customers visit to Supermarket for better price and quality of products. Company should give information to the customers through the marketing gimmick (sms) using database of customers. Keep high quality fruits and vegetables in the stores, employees must be courteous and friendly as most of the customer gave their preferences regarding these.

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Billing should be fast because customers dont want to stay in the store after purchasing the products.

13. Limitations of the Study

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Limitations of the Study

Following are the few limitation of the particulars research study. The sample size chosen is limited to 400 only because of time and financial constraint. This study was based purely in Dr. A.S. Rao Nagar, Hyderabad. Data collected may not be a representation of the entire population. The time duration for this project was only for a period of 45 days. I also took the view of respondents who dont shop from Supermarkets. This study was limited to the capabilities and willingness of the respondents in appropriately answering the questions and information given by respondents may be correct and may not be correct.

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14. Conclusion

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Conclusion
In the organized retail market of Hyderabad, Spencers has come up with Hypermarket in the twin city in 2001, giving good competition to its competitors like Big Bazaar, Trinethra and other retail outlets. In the near future, it plans to open many stores in Hyderabad and some stores in other parts of A.P. Many more competitors has entered the market and many are about to enter the market, making Spencers journey even tougher. Hence, Spencers has to take some important steps to overcome its problem areas and implement the suggestions before the existing and new retailers grab the opportunity making Spencers existence even more challenging. To sum up, Spencers is facing tough competition from its competitors Big Bazaar, More, Vishal. Vijetha, Heritage Fresh@, Magna, Food World etc, who have grabbed half of the market by establishing its stores in prime area of the city. Spencers has to do intensive media advertisements by roping in celebrities as brand ambassadors to create awareness of its existence, since most of the customers came to know only through friends and family. Spencers has completed 8 years of its launch in Hyderabad; also Spencers Daily at Dr. A.S. Rao Nagar has good brand awareness but still Spencers lacks in terms of availability of products, range of items, pricing and advertisement regarding offers and discounts which can mesmerize the customers to walk in to Spencers as compared to its competitors Ushodya, More, Food world etc, also parking space should be increased and quality of sales executive should be improved by appointing experienced sales staff who can cater to the needs of the customers. The management has to take some major steps and implement the above mentioned suggestions/recommendations as it directly affects the sales of Spencers. Dr. A.S. Rao Nagar market have good opportunity for retail business, most of the people belong to SEC A & B, educated and earning more money. 86.5% people go to Supermarkets. Company can enhance its business or increase its sales by providing better customer service than its competitors, increase

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the variety of merchandise with deep assortment and intensive promotion with the help of pamphlets, kiosks, radio about various offers, also provides club Spencers membership card.

Annexure

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Questionnaire FEEDBACK FORM

Name:Address:-

Contact No:1. What is your age group? i) 18-25 ii) 26-35 iii) 36-45 iv) 46-55 v) 56+

2. How many Members do have in your family including with you 3. Your Education Level 1. S.S.C 2. Inter 3. Graduate 4. Post Graduate 5. Others 4. Your Occupation 1. Student 2.House Wife 3. Service 5. What is your monthly income? [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report 4.Business 5. Others

1. < 5000

2. 5000-10,000

3. 10,000 - 20,000 4. >20,000

6. Where do you shop regularly? 1. Supermarkets 2. Kirana Stores 3. Others

7. Do you shop at Spencers store? Yes / No If Yes, how many times per week

8. Reasons for visiting supermarket: Please highlight or enter the appropriate number Index: 1 for Very Poor and 5 for Very good

Very Poor Better Price Good Quality of Products Variety of products to choose Parking Facilities Convenience/Opening hours Product knowledge of Employee Store comfortable to shop-in 1 2 3 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3

Very Good 4 4 4 4 4 4 5 5 5 5 5 5

1-5

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9. In your view what is the important thing in selecting A SUPERMARKET:

Not Description All Impo rtant Security Close to where you live Convenience of parking Courteous friendly

Somewhat Unimporta nt

Somewh Neut ral at Importan t

Extreme ly Importa nt

employees Offers several brands to choose from in a category High quality fruits & vegetables Offers different variety of dairy products Sells fresh Non-Veg. & seafood Home delivery

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10. What kind of services you expect? Please put a mark Services Fast Billing Ticket Booking Counters Ample parking Home delivery All credit and debit cards should accept If, any other please specify Important Not Important

SUGGESTIONS

THANK YOU Spencers Retail Ltd.

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Bibliography

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Bibliography

Books: Marketing Management (13th Edition) Principles of Marketing (11th Edition) Research Methodology The Art of Retailing -By Philip Kotler, Keller, Koshy and Jha By Philip Kotler and Gary Armstrong C.R. Kothari A.J. Lamba

Reference: www.google.com www.rpggroup.com www.indiaretailing.com www.retailindustry.com www.spencersretail.com www.ibef.org www.thebrandreporter.com www.fiber2fashion.com

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