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CONSUMER BEHAVIOUR
A report submitted to Delhi Business School, New Delhi as a part fulfillment of Full time industry integrated MBA + Post Graduate Program in Entrepreneurship & Business.

Submitted to: Dr. Devendra Pathak Director Academics, Delhi Business School, New Delhi.

Submitted By: Name of Student: Sonam Srivastava Roll No. : 86 Batch:Spring batch(0709) University: Delhi Business School(PTU)

Delhi Business School B-II/58, M.C.I.E., Mathura Road, New Delhi Website : www.dbs.edu.in

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All the faculty of MBA (Delhi business school) was very supportive and helped me in anyway.DR.(MIS faculty). And to God .Ravi Prakash.for his encouragement and support. for the constant reminders and much needed motivation and for the help and inspiration she extended. for understanding and assistance. who made all things possible.Devendra Pathak. Sonam Srivastava . Dr.4 ACKNOWLEDGEMENT I would like to acknowledge and extend my heartfelt gratitude to the following persons who have made the completion of this possible project: Our Dean.Sweta Seth. assisting in collection of the topics for the project. The staff at BigBazaar turned to be very helpful in providing me the informations about the company and it operations. his the Ms. my project mentor .

5 DECLARATION BY STUDENT I hereby declare that the mentioned information in the project is correct up to my knowledge and I bear the responsibility for the correctness of the mentioned particulars. SONAM SRIVASTAVA .

Research Methodology ……………………11 3. Tools and Techniques of analysis.3... Portfolio management ………………24 .11 3. a. Diagram …………………………………..6.. Company profile ………………………15 4. Cross sectional survey…….6 TABLE OF CONTENTS Contents Pages 8 1.1.17 4.. Objective of Research Study ……………10 2.2. Core values ……………………19 4. Source of data …………………………11 3. a..12 4. b..1. Group mission ……………….18 4. Introduction to big bazaar.4. Market analysis ………………………. Big bazaar promises …………………21 4.. Literature Studies ……………………….4..5.3. Survey method ………………11 3..1.11 3.2.11 3. c.3.3.. About us …………………………………18 4.1..15 4. Time taken …………………………….20 4. b.1. Introduction ……………………………… 2. Sample size …………………………….3. Group vision …………………..10 3..18 4.

28 c. 6..29 d. Distribution of revenue earner …. To maintain stock on floor.35 f.2.1.68 .26 4..44 4.46 4.31 e. Future prospects ……………………51 5.9. 4.59 5. Marketing mix ………………. 4. Competitors …………………………. 4.27 b.54 5.7. Segmentation ……………….8.55 5.2. Product line ……………………………. Discount criterion ………….59 5.12.3. 5. To know consumer Behavior……………………….. 4.10. . Survey analysis…………………………62 6.. 4. Update the prices …………. Business objective ……………………54 5. 1.8. Operating the scheme ………………54 5. Work on barcode tender …. Inventory control ………… 59 5.3. Retail mix …………………….59 4.. To get the right positioning Done…………………………….7 4.8...1. 4.3. Trend analysis…………………………. Positioning …………………. Working …………………………………..3. a.8. Targeting ……………………. 2. Promotion mix ………………36 4.3.3.3.. 3.59 5.11. 7. Work assigned by the company ……….55 5.3. . Marketing strategy ………………….27 4.61 6.8.58 5.8. Major problems ……………………. Survey……………………………………………62 6..8.

Bibliography ………………………………….3. Annexure …………………………………….8 6. Conclusion …………………………………….92 9. Conjoint analysis………………………. General survey and consumer behavior analysis for pack of two ………………………79 8... 94 .93 10.69 7.

Indian retailers preferred means of expansion is to expand to other regions and to increase the number of their outlets in a city.99 billion in 200607. modern retail is likely to increase its share in the total retail market to 22 per cent by 2010. which is the fifth largest retail destination globally. India retail industry is progressing well and for this to continue retailers as well as the Indian government will have to make a combined effort. India retail industry is expanding itself most aggressively. the industry raked in US$ 25. according to industry estimates is estimated to grow from the US$ 330 billion in 2007 to US$ 427 billion by 2010 and US$ 637 billion by 2015. It is expected that by 2010. Since at present 60% of the Indian grocery basket consists of non. according to the Credit Rating and Information Services of India. The Indian retail market. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food.73 per cent. Simultaneously. India may have 600 new shopping centers. a whopping growth rate of 49. food is the most dominating sector and is growing at a rate of 9% annually. RETAIL INDUSTRY In the Indian retailing industry.9 1. as a result a great demand for real estate is being created. Continuing the robust growth of the organized retail in India. .44 billion turnover in 2007-08 as against US$ 16.branded items. INTRODUCTION .

reducing the number of outlets. and favorable demographic patterns. The company ended 2007-08 with Rs5048crore in revenue.10 India retail industry is the largest industry in India. will have revenue of Rs13000crore. operations and also about the consumer behavior towards the schemes. . and Pantaloon Retail (India) Ltd. Retail industry in India is expected to rise 25% yearly being driven by strong income growth. By 2011. march comes at a time when several new retailers are slowing expansion. This is a proud moment for India. even exiting the business. effecting layoffs. there will be 300 Big Bazaars. discount. he claims. but this story is about the people who visit our stores. etc which are offered by the store to facilitate customers. Thus here we will know about the company profile. changing lifestyles. Biyani's and Big Bazaar's." One of the biggest retail here in India we know is Kishore Biyani’s big bazaar. his flagship. with an employment of around 8% and contributing to over 10% of the country's GDP. "The story is not about us.

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b. .1. Marketing activities and operational activities are always driven with an aim of getting sale increased with innovate ideas. taking in consideration the on going fashion in vogue. Marketing also gives some offer to increase the bill size. MARKET ANALYSIS The research objectives of this project are:a. Marketing Strategies targeting the customer: Advertising Strategy –Understanding the media consumption habits of the customer. OBJECTIVE OF RESEARCH STUDY 2.12 2. Offers are designed in such a manner that customers are made to go and experience the shopping.

3. TIME TAKEN The time of research was 1 month and surveys of some people were done daily. SURVEY METHOD Data are usually collected through the use of questionnaires. b. RESEARCH METHODOLOGY 3.1. .2.13 3. 3. The customers were surveyed to find out their consumption behavior for the products in various schemes. A different cross-sectional survey questionnaire might try to determine the relationship between two factors.3. That is. SAMPLE SIZE A sample size of 90 was considered in this project. The research was based on the change in consumption of customers for the products in scheme. SOURCE OF DATA a. a total number of respondents were 90 for survey. The data is collected by mean of simple survey done in the retail store of the customers. like religiousness of parents and views on Internet filtering. CROSS-SECTIONAL SURVEYS Cross-sectional surveys are used to gather information on a population at a single point in time.

or why other customers are not willing to take advantage of the scheme. By the use of this method the facial expressions tell about how a customer feels about the product. and his knowledge about the product in the scheme. or what changes they want should be there for their convenience.4. The cumulative effect of several facial expressions is likely to be felt. or preferences. PERSONAL INTERVIEW Personal interviews are highly susceptible to inadvertent “signaling” to the respondent. people will tend to respond more openly about “someone else. The reason could be known that why a product is not liked and what are shortcomings in the product? The preference for the product of the customer? Who are the frequent customers? b.14 3. TOOLS AND TECHNIQUES OF ANALYSIS a. 2. OBSERVATION OF CONSUMER Observation of customers is often a powerful tool.” Thus. PROJECTIVE TECHNIQUES Projective techniques are used when a consumer may feel embarrassed to admit to certain opinions. feelings. 3. Looking at how consumers select products may yield insights into . It has been found that in such cases. c. This will let us know following:1. we may ask them to explain reasons why others not buying the product.

consumers are often eligible for considerable discounts on selected products. or whether nutritional labels are being consulted. It is now possible to track what the consumer bought in all stores and to have a historical record. Observing consumers. What is he looking in the product? 2. tells about:1. and whether the family owns and rents). SCANNER DATA Many consumers are members of supermarket “clubs. occupations of adults.” They are provided with customer card which they have to present this when they make purchases. Is he more interested in packaging. Is he more or less price sensitive? 4. manufacturing.. 5. educational level of adults in the household. d.15 how they make decisions and what they look for.g. etc. ages of children. Nearly all retailers in the area usually cooperate. income. Whether his taste has shifted? Observation may help us determine how much time consumers spend comparing prices. . The consumer’s shopping record is usually combined with:1. Demographic information (e. Is he brand loyal? 3.

It helps to know:Advertisers may want to measure a consumer’s level of arousal during various parts of an advertisement? In retail stores paging is done at a interval of time of schemes and discounts so that people are made aware and they can be provoked to buy.16 2. The consumption quantity could be know about the product which is used in good quantity? e. PHYSIOLOGICAL MEASURES Physiological measures are occasionally used to examine consumer response. .

Shoe Factory. m bazaars and Star and Sitara. blends the look. selling home furniture products and E-Zone focused on catering to the consumer electronics segment. Home Solutions Retail (India) Limited. a large-format home solutions store. Collection i. has over 1000 stores across 61 cities in India and employs over 30. a supermarket chain. COMPANY PROFILE Pantaloon Retail (India) Limited. is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. the company operates over 10 million square feet of retail space.000 people. a chain of seamless destination malls. Depot. . LITERATURE STUDIES 4. A subsidiary company.17 4. Top 10. touch and feel of Indian bazaars with aspects of modern retail like choice. operates Home Town. Brand Factory. Blue Sky. futurebazaar. Headquartered in Mumbai (Bombay). a chain of fashion outlets. The company’s leading formats include Pantaloons. Some of its other formats include.com. Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. Food Bazaar. all.1. convenience and quality and Central. Fashion Station. Big Bazaar. a uniquely Indian hypermarket chain. The company also operates an online portal.

Future Group is one of the country’s leading business groups present in retail. . Some of its leading retail formats include. retail media. Future Group is present in 61 cities and 65 rural locations in India. insurance. Future Capital Holdings. focuses on asset management and consumer credit. Food Bazaar. Future Generally India Indus League Clothing and Galaxy Entertainment that manages Sports Bar. Future Capital Holdings. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. retail spaces and logistics. Future Money and online retail format. asset management. Depot. Future Group companies includes. US-based stationary products retailer. Staples Inc and UK-based Lee Cooper and India-based Talwalkar’s. Blue Foods and Liberty Shoes.000 people. French retailer ETAM group. has over 1. a business group catering to the entire Indian consumption space. Brew Bar and Bowling Co. futurebazaar. Pantaloon Retail (India) Limited operates over 10 million square feet of retail space. Big Bazaar. eZone. The group’s flagship company. Central.000 stores and employs over 30. the group’s financial arm. Home Town. Pantaloons. consumer finance. The group’s joint venture partners include Italian insurance major.18 Pantaloon Retail is the flagship company of Future Group.com. Generali.

PANTALOON RETAIL INDIA LTD.2.19 4. .

20 FOOD BAZAA R CENTRA L PANTAL OON BIG BAZAAR FASHION STATION E-ZONE .

GROUP VISION: Future Group shall deliver Everything.3. Leadership: to be a leader. 4. 4. GROUP MISSION: We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. making consumption affordable for all customer segments – for classes and for masses. ABOUT US 4.conscious and committed to quality in whatever we do. b. We shall be efficient. CORE VALUES: Indianness: confidence in ourselves. We shall infuse Indian brands with confidence and renewed ambition. humility and united determination shall be the driving force to make us successful. . cost. a.21 4. sincerity.3.3. creating retail realty. We will be the trendsetters in evolving delivery formats. Every time for Every Indian Consumer in the most profitable manner. Everywhere. both in thought and business. c. Respect & Humility: to respect every individual and be humble in our conduct. We shall ensure that our positive attitude.3.

22 Introspection: leading to purposeful thinking. Openness: to be open and receptive to new ideas. Simplicity & Positivity: Simplicity and positivity in our thought. Valuing and Nurturing Relationships: to build long term relationships. . Adaptability: to be flexible and adaptable. to meet challenges. business and action. knowledge and information. Flow: to respect and understand the universal laws of nature.

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24 4. It is the biggest and the fastest growing chain of department store and aims to have 150 outlets by June 2009 and 350 stores by the end of year 2010. but also provides the best products at the best price.4. toys. the CEO of Future Group. d. Big Bazaar attracts a few thousand customers on any regular day. furniture. hardware. c. Future Group. The idea was pioneered by entrepreneur Kishore Biyani. All over India. Department stores usually sells products including apparel. currently with 92 stores. Currently Big Bazaar stores are located only in India. jewelery. photographic equipment. It is a chain of shopping malls in India currently with 31 outlet owned by Kishore Biyani’s Pantaloon Group. . It is owned by the Pantaloon Retail India Ltd. electronics. b. and additionally select other lines of products such as paint. A department store is a retail establishment which specializes in selling a wide range of products without a single predominant merchandise line. appliances. Big Bazaar is a chain of department stores in India. It has considerable success in many Indian cities and small towns. cosmetics. Big bazaar is not just another hypermarket. and sporting goods. INTRODUCTION TO BIG BAZAAR a. toiletries. e. It Reflect the look and feel of Indian bazaars at their modern outlets.

The invoice accompanying the product is the warranty document. MANUFACTURER’S WARRANTIES ON ALL PRODUCTS: Big Bazaar promises to sell only the original products from the authorized dealers. In case of receiving a different product.25 4. customer can visit the authorized service centre of the manufacturer. To service any product purchased at Big Bazaar. The Big Bazaar promise a. without defects. c. so we work with banks and payment gateways to ensure that your information is protected. the customer should contact it within the stipulated time period and Big Bazaar will ensure that it is replaced or refunded. . Big Bazaar openly publishes its office addresses and is part of India’s largest retail company with a presence all over India – so you know how to contact us in person. so that all applicable products carry the original manufacturer’s warranty. GUARANTEED DELIVERY: Big Bazaar guarantees to deliver the exact product that has selected. SECURE PAYMENT: It commits to ensure that no payment misuse happens. if required.5. and the chances of fraud in these channels are actually very low. Payments are protected both by it and by the policies of customer’s bank. or if the product is damaged in transit. b.

then it can return the product to us. no questions asked. We will even make the return process simple for you – just contact our customer support and we’ll arrange to pick up the product from your home. PROMPT CUSTOMER SUPPORT: Our customer support is manned by dedicated call centre personnel. you can drop it off at the nearest Big Bazaar. Alternately. OUR SIMPLE 15-DAY RETURN POLICY: If customer has purchased something at Future Bazaar and the product did not meet its expectations or does not fit to his needs. In case they cannot solve the problem at their end. your call is being taken seriously. they will trigger the required action on your behalf or advise you the best possible method to a successful fulfillment of all your queries/issues. . as long as it is in its original packaging and accompanied by its invoice. who can take decisions and resolve your problems. e. They are eager to solve your problems and are aware of the processes and means to handle them.26 d. Be assured that when you call us.

27 BIG BAZAAR PROMISES------- GUARANT E-ED DILIVERY 15 DAYS RETURN POLICY PROMPT CUSTOMER SUPPORT BIG BAZAAR SECURE PAYMENT MANUFAC T-URER’S WARRANT Y .

Premium Harvest. Bare. This activity is led through Future Brands India Limited. present in the home segment. . DJ&C. In the food and home care segment brands include Tasty Treat. Lombard. In consumer durables and electronics space. PORTFOLIO MANAGEMENT The Future Group has built a strong portfolio of some of the fastest growing consumer brands in India. Buffalo and RIG in the fashion and apparel space. offers a wide range of products in kitchenware. and Home Décor categories.28 4. a specialized subsidiary company that was set up to create and build powerful brands that address the aspirations of the new Indian consumer. Dream line. bed & bath linen.6. the group’s brands include Koryo and Sensei. Fresh & Pure. Care Mate and Clean Mate. John Miller. Some of the key brands in this portfolio include.

DEPARTMENT MANAGER TEAM LEADER TEAM MEMBER . M ADDITIONAL STORE MANAGER DEPARTMENT MANAGER SUB.29 S.

cutlery. With the ever increasing array of private labels.000 products under one roof that cater to every need of a family. . In recent years.30 4.7. Big Bazaar has adopted value pricing in which they win loyal customers by charging a fairly low price for a high – quality offering. However. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. utensils. consistent low price for the products is not only the universally desired characteristic. Big Bazaar. it has opened the doors into the world of fashion and general merchandise including home furnishings. making Big Bazaar India’s favorite shopping destination. crockery. one finds over 170. PRODUCT LINE Here. sports goods and much more at surprisingly low prices. one finds a huge variety of products to select from with a good price and quality.

a. MARKETING STRATEGY PROCESS FOLLOWED Segmentation.8. c. Select which ones we are best off trying to serve. b. Several different segmentation:kinds of variables can be used for . together 4.” and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. while others are much more concerned about roominess and safety.31 4. it holds true that “You can’t be all things to all people. Implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way. Determine which kinds of customers exist. In general. and positioning comprise a three stage process. We a. targeting. for example.8. SEGMENTATION: Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market. some consumers demand speed and performance.

West).8. ethnicity. essentially bypassing demographic explanatory variables. Facing flat sales of guns in the traditional male dominated market. we decide to target one or more segments. they tend to stick with their preferred brands even when a competing one is on sale. handier gun more attractive to women. Campbell’s soup. and family size. education. gender. urban.e. Some consumers are “brand loyal”—i. 4. Some consumers want to be seen as similar to others. consumers on the average prefer spicier soups—thus. while a different segment wants to stand apart from the crowd. 4. Another basis for segmentation is behavior. Some consumers use toothpaste primarily to promote oral health. TARGETING: 1. while another segment is more interested in breathe freshening. you get a different product in the same cans at the East and West coasts. for instance. it is also possible to segment on lifestyle and values.S. In the next step. while others prefer the “clean” feeling of unscented soap (the “Ivory” segment). research conducted by the wine industry shows that some 80% of the product is consumed by 20% of the consumers—presumably a rather intoxicated group. One can also segment on benefits sought. Our choice should generally depend on several factors: First . for example. a manufacturer came out with the Lady Remmington. b. a more compact. For example. Taking this a step farther.32 1. Some consumers are “heavy” users while others are “light” users. 3. location (rural vs. Demographic variables essentially refer to personal statistics such as income. Some consumers.” 2. East vs. like scented soap (a segment likely to be attracted to brands such as Irish Spring). has found that Western U.

4. 3. The large and growing young working population is a preferred customer segment.c. 4. Big Bazaar specifically targets working women and home makers who are the primary decision makers.8. It is part of Big Bazaar’s new Guerrilla Marketing Strategy. and how can we expect it to grow?  Thirdly Do we have strengths as a company that will help us appeal particularly to one group of consumers? 2. Guerrilla force is divided into small groups that selectively attack the target at its weak points. Guerilla marketing is just one of the strategies and surely one can learn a lot from the ongoing battle. 5.33 How well are existing segments served by other manufacturers? It will be more difficult to appeal to a segment that is already well served than to one whose needs are not currently being served well. especially people interested in marketing/marketing techniques.  Secondly How large is the segment. POSITIONING: . Big Bazaar targets higher and upper middle class customers.

. For example.34 Positioning involves implementing our targeting. Apple Computer has chosen to position itself as a maker of user-friendly computers.

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36 4. d. for manufacturers. placement and promotion.8. PRODUCT: In simpler terms. Product is the most important aspect of marketing mix for two main reasons. products are the market expression of the company's productive capabilities and determine its ability to link with . product includes all features and combination of goods and related services that a company offers to its customers. The following diagram is helpful in determining the main ingredients of the four Ps in a marketing mix. MARKETING MIX Main Aspects of Marketing MiX The easiest way to understand the main aspects of marketing is through its more famous synonym of "4Ps of Marketing". The classification of four Ps of marketing includes marketing strategies of product. price. First.

personal selling.37 consumers. and differences in price for similar products of differing grades and qualities. image. Secondly. channels of distribution. sales. . So product policy and strategy are of prime importance to an enterprise. Setting a price is not something simple. reputation and stature are also dependent on them. physical distribution and pricing. the market indicators such as profits. Moreover. and product decisions dictate the scope and direction of company activity. In a simplistic to the concept of price as the amount of money that customers have to pay to obtain the product. it is imperative to realize that the product of any organization is both a component and a determinant of the marketing mix as it has a great influence on the other elements of the mix: advertising. a company can not pursue for further elements of marketing mix. So without proper product policy. Price determination is referred to as the processes and activities employed to arrive at a price for a product including consideration of relative prices of products within the same line. Normally it has been taken as a general law that a low price will attract more customers. market share. It is not a valid argument as customers do not respond to price alone. they respond to value so a lower price does not necessarily mean expanded sales if the product is not fulfilling the expectation of the customers Generally pricing strategy under marketing mix analysis is divided into two parts: price determination and price administration (ibid). PRICING: Pricing is basically setting a specific price for a product or service offered.

the types of intermediaries. the length of the distribution channel. or special sales situations. functions performed by customers. choosing single or multiple channels of distributions. PROMOTION: . companies consider six different channel decisions including choosing between direct access to customers or involving middlemen. and which intermediary to use based on the quality and reputation . position of distribution channel members. the numbers of distributors.38 Price administration is referred to as the activities involved in fitting basic prices to particular sales situations such as geographic locale. PLACEMENT: Placement under marketing mix involves all company activities that make the product available to the targeted customer while planning placement strategy under marketing mix analysis.

media and receivers Limitation of Marketing Mix Analysis (4Ps of Marketing) Despite the fact that marketing mix analysis is used as a synonym for the 4Ps of Marketing. it is criticised on the point that it caters seller's view of market analysis not customers view. attempted to match 4 Ps of marketing with 4 Cs of marketing to address consumer views: Product – Customer Solution Price – Customer Cost Placement – Convenience Promotion – Communication . encompassing senders. Promotion is the company strategy to cater for the marketing communication process that requires interaction between two or more people or groups. The best way to understand promotion is through the concept of the marketing communication process.39 Promotional strategies include all means through which a company communicates the benefits and values of its products and persuades targeted customers to buy them . To tackle this criticism. messages.

Visual merchandising . trend analysis. Some of the qualities of SAP retail solutions are that it supports product development. the physical facilities point of location.8. 2.40 4. analysing data. RETAIL MIX: Merchandise assortment The company was looking for a solution that would bring all of its businesses and processes together. Place In the channels of distribution. After a comprehensive evaluation of different options and software companies. buying plans. Price 4. and collaboration with partners in the supply chain. selling goods across a variety of channels to customers. and speed–variables that must be weighted differently as business needs. which involves handling the logistics of moving finished goods from the source into stores and overseeing global trade and procurement requirements. e. and using it to optimise the next phase of the design process. and market demand patterns change. sourcing and procurement. 3. managing the supply chain. which involves working with manufacturers to fulfil orders according to strategic merchandising plans and optimise cost. the management at Pantaloon decided to go in for SAP. which requires marketing and brand management. which includes ideation. quality. managing mark-downs and capturing customer reactions.

Sony. Visual merchandising includes:1. Product packaging and labels. equipment and furnishings store layout.41 Visual merchandising supports:a. Exterior merchandising TVC on popular entertainment channels like Star Plus. fixture. communicates image e. sales b. RETAIL PROMOTION MIX . and Star One. point of purchase.  Store atmosphere. which gave details of the offer. The Times of India.8. retail strategies c. f. 2. 4. Interior merchandising Sufficient visual merchandizing within the store that included danglers. standees. Set Max. on different days during the period of the offer. distribution of pamphlets. supports retailing trends. Road shows carried out by the Big Bazaar staff with announcements about the offer to make people aware. Newspaper ads in almost all the local dailies like Sakal. signage. Display. communicates with customers d.

or an idea. Advertisement helps in creating awareness among the customer about the existence. The Major Objectives of advertising are: 1. Benefits of Advertisements: 1. Types of advertising: 1. Objectives of Advertising: The fundamental objective of advertising is to sell something –a product.42 1. It has acquired a lot of significance in the national and international markets. c. service. With the advent of globalization and liberalization its imperativeness in the Indian retail sector has increased as a result of competitions. a. To promote a new product. It educates customer about new product and their diverse uses. To warn the public against imitation of the retailer’s product. latest technologies. b. To manage competition in the market. 2. Increases the utility of existing products. 3. 3. 2. and availability of product. ADVERTISING: Advertising is recognized as an indispensable tool of promotion. price. Informative Advertising: Purchases of durable products are generally erratic and . and the rapidly changing consumer lifestyles.

Classified Advertising: It refers to messages. is above the line promotion. newspaper etc. The terms 'below-the-line' promotion or communications refers to forms of non-media communication. 2. 2. The promotional activities carried out through mass media like television. which provide information about the investment opportunities and the risks and benefits. Big Bazaar has also tied up with ICICI bank. so the retailer spends a huge amount on informative advertising. . PROMOTION: Promotion can be loosely classified as "above the line" and "below the line" promotion. not only those involved in fmcg products. Financial Advertising: It refers to advertisements by various financial institutions. even non-media advertising. radio.43 often too expensive to buy. 4. which are placed under specific headings and columns in various magazines and newspapers. Corporate Advertising builds up retailer image. Below-the-line promotions are becoming increasingly important within the communications mix of many companies. 3. but also for industrial goods. Corporate Advertising: Its main motive is to build a corporate image. It increases goodwill towards the retail organization.

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there has been a need to find out more effective and cost efficient ways to communicate with the target markets. public relations and sales promotions like giving freebies with goods. BELOW THE LINE SALES PROMOTION Some of the examples of BTL (below the line) promotions are by exhibitions. trade discounts given to dealers and customers. Price promotions . This has led to a shift from the regular media based advertising. sponsorship activities. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget. Methods of below the line sales promotion:a.45 1. Below the line sales promotions are short-term incentives. giving coupons which can be redeemed later etc. reduced price offers on products. largely aimed at consumers.

-A cut-out coupon as part of an advert. Following are the examples of the use of coupons:-On a pack to encourage repeat purchase -In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer. . Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary salesboost (during the discounts). way of offering a discount. Coupons Coupons are very versatile. A discount to the normal selling price of a product. 2. b. These can be done in two ways:1.46 Price promotions are also commonly known as" price discounting". -On the back of till receipts. or more of the product at the normal price.

e. Use of coupon promotions is often best for new products or perhaps to encourage sales of existing products that are slowing down.47 The key objective with a coupon promotion is to maximize the redemption rate – this is the proportion of customers actually using the coupon. In this the customer gets something extra along with the normal good purchased. It can be used to boost up sales for temporary period and ensure usage amongst first time users. Customers often view these schemes with some suspicion – particularly if the method of obtaining a refund looks unusual or onerous. . It must be ensured when a company uses coupons that the retailers must hold sufficient stock to avoid customer disappointment. Gift with purchase The "gift with purchase" is a very common promotional technique. a customer receives a money refund after submitting a proof of purchase to the manufacturer. d. f. c. Money refunds Here. Competitions and prizes This is an important tool to increase brand awareness amongst the target consumer. Frequent user / loyalty incentives Repeat purchases may be stimulated by frequent user incentives.

with the slogan. The prices fixed by Big Bazaar are: clothes (Rs 200 per kg). • Low prices on Wednesday Low prices on Wednesday • Concept of Big Day Concept of Big Day • Promotional offers 1. newspaper (Rs 25 per kg). plastics/utensils/leather goods (Rs. BTL promotions are gaining popularity among all big companies nowadays considering their effectiveness because of the "individual customer promotion" at a price. Pet/beer bottles (Rs 15 per kg). "Bring anything old and take something new". Khushi Ki Barsaat 3. School Jao Khushi Khushi 2.g. Point-of-sale displays A data collection system that electronically receives and stores bar code information derived from a sales transaction. This could the zip codes for library users. facilitating the library in determining geographic market are that users reside in. Big Bazaar's `junk' swap offer Big Bazaar is launching a promotional offer from Saturday.48 g. Happy Father’s Day E. Most of the big brands are following the suit of BTL promotion because of rising prices of media based promotion. which is much lesser than the normal media promotions. furniture (Rs 75 per kg) and others (Rs 20 per kg). 75 per kg). "This offer will help the housewife clean out the junk . advertising clutter and increased impulse purchasing. 100 per kg). tyres (Rs 50 per kg). footwear/luggage (Rs.

49 while getting a good value for it. Internal layout Methods of display •Visual merchandising . designed to influence the person's or group's purchase decision. A products wrapping affects a lot on its sale. b. PUBLICITY OF PRODUCT: Publicity non-personal communication in news story form about an organization. a wrapping. INTERNAL ATTRIBUTES: a. PERSONAL SELLING: Persuasive communication between a representative of the company and one or more prospective customers. More customers are attracted if envelope is very attractive. PUBLIC RELATION: Public relations the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its target publics. 4. 3. Envelope Something that envelops. that is transmitted through a mass medium at no charge. its products or both. 5. 6.

Supply chain activities transform raw materials and components into a finished product that is delivered to the end customer. LOGISTICS: Logistics is the art and science of managing and controlling the flow of goods .50 7. . The operating responsibility of logistics is the geographical repositioning of raw materials. is a coordinated system of organizations. activities. It’s Important to have professional logistical support logistical. information and resources involved in moving a product or service in physical or virtual manner from supplier to customer. people. information and other resources like products. energy. 8. services and people from the source of production to the marketplace. work in process and finished inventories where required at the lowest cost possible. SUPPLY CHAIN: Supply chain.

Going forward. Big Bazaar.500crore Pantaloon Retail. It has created ‘Fashion @ Big Bazaar’. the value retailing chain of the Rs 4. So a slight increase in apparel sales boosts the overall business. a sub-brand. g. This is expected to ensure better product display in stores keeping with consumer buying habits and convenience. as much as 40 per cent in two years and 50 per cent of its overall business. c. However. to position the format as much more than food or general merchandise. which is next only to its food retailing business that makes up almost 40 per cent. f. with sales exceeding Rs 105crore on the last day. Future Group recently clocked over Rs 350crore of sales in five ‘Mahabachat’ days. e. Big Bazaar plans to rearrange its apparel and fashion merchandise section in stores in terms of design. we will focus on apparel as the margin here is as high as 35 per cent compared to food retailing business where margins are probably 12 per cent.9. layout and elbow space. is strategieng to focus specially on ‘fashion retailing’ or its apparel business to boost overall revenues. . b.51 4. in five years. DISTRIBUTION OF REVENUE EARNER a. Currently sales of apparel make up almost 30 per cent of Big Bazaar’s revenues. d. Big Bazaar is working to make fashion its largest revenue earner. Big Bazaar is looking at making apparel business its largest revenue generator.

like DJ&C and Knighthood. with DJ&C projecting Rs 1.000crore in the next three years. As many as 1lakh jeans were sold and onelakh sarees as well as some 2 lakh t-shirts. are already big revenue generators. the largest selling category was apparel.52 h. . from 600crore right now. i. During this time. Some of Big Bazaar’s private labels.

being just about three to four years old in the country. Big bazaar faces competition from the likes of RPG (Spencer’s). they probably face competition from Shoppers Stop. COMPETITORS Big bazaar operates in a competitive environment. Food World to name a few. Trent (Star India Bazaar) and with Shoppers Stop too indicating their entry into the hypermarket segment. In the Food business. they face competition from established national and regional companies. The hypermarket business is relatively new.10. . In the fashion segment. For each line of business. Trent and Lifestyle. Big Bazaar faces competition from Subhiksha.53 4.

In orbit Mall. b.ft by 2010. Crossword. while Health &Glow by the RPG Group. is the second largest retailer in the country and became in retailing operation an Indian success story. . Food world. Will operate 55 hyper city hypermarkets with US$100 million sales across India by 2015. It also acquired the Crossword chain of bookstores. and the beauty and health chain—Health & Glow. will have 450plus Music World.KRAHEJA’S DEPARTMENTSTORE CHAIN: K Raheja’s Shoppers Stop.music stores. and 'Home Stop' formats. RPG GROUP: Spencer & CompanyLimited is another large retail group in the country withsupermarkets.54 a. 50-plus Spencer's Hyper covering 4 mn sq. It Operates Shoppers Stop. operated by Food World Supermarkets Limited. It is also Planning IPO.

RELIANCE RETAIL: Investing Rs.67 billion) in setting up multiple retail formats with expected sales of Rs. It planned for 550 stores in the next five years. particularly in Chennai.400 crore-plus ($90 mn) in next five years on Max Hypermarkets & value retail stores.SUBHIKSHA SUPERMARKET: Subhiksha was immensely popular in the South.30000 crore ($6.90.000 crore-plus ($20 billion) by 2009-10.200 crore in 200809 as it planned to expand outside Tamil Nadu and Pondicherry. PIRAMYD RETAIL: Aiming to occupy 1.75 million sq. . It expected to earn a total turnover of Rs 1. LIFESTYLE: Investing Rs. f. where it sold groceries and pharmaceutical products below the MRP. home and lifestyle centers. e. d.ft retail space through 150 stores in next five years.55 c.

Dessert plate. headed by Noel Tata.) in plain as well as fluted shapes. Sugar Pot. Tata Ceramics. Trent Ltd. Creamer. is looking at adding another Rs 12 crore from domestic sales in . launched its first exclusive branded store in Pune . headed by Krishna Kumar. which owns Westside. Trent Limited. Oatmeal. which achieved sales of Rs 35crore last year. which manufactures a wide range of ceramic products like flatware ceramics (Dinner plate. Saucer) and hollowware ceramics (Vegetable Dish. has drawn up a Rs 2.56 g. Salad Bowl etc. Coffee/Tea Cups and Pots. Star Bazaar and Landmark retail brands and Tata Infiniti.000 crore investment plan for setting up 50 hypermarkets — Star Bazaar — over the next five years. he retail arm of the Tata Group. which owns Croma brand. Tata Ceramics Limited. TATA GROUP: Tata Group has two retailing companies. under the brand name of CERA.

vendor managed inventory systems. supply chain management systems. distributors and manufacturers in real time to manage the short shelf life of some goods in grocery sector and costs of inventory. information is crucial to plan and control profitable retail businesses and it can be an important source of competitive advantage so long as it is affordable and readily available. ERPenterprise resource performance system etc. MAJOR PROBLEMS a. OLAP (online analytical processing). forecasting systems. retail businesses have been the early adopters of Information Technology (IT). In west. In such a scenario. Retailing is in a rapid state of change due to speedy technological developments. VMIs. . varied DSS tools have been adopted by organized retailers. As there is a need to capture accurate information and make it available not only within the store but send it to warehouse. CRMcustomer relationship management systems. b. RFID.11. varying consumer behaviors as well as their expectations and liberalized regulatory environment. are the tools used by organized retailers in developed nations.point of sales systems.radio frequency identification.57 4. Scanner at the counters. changing competitive positions.

. collected from day to day operations e. Most retailers collect and have access to huge amount of data. There is a great potential to develop systems that enable analysts and decision makers to manage. analyze. Currently retailers are data rich but information poor. customer loyalty data. retail store sales and merchandise data. demographic projection data etc.g. explore.58 c. synthesize and present data in a meaningful manner for decisions.

59 4.12. FUTURE PROSPECTS .

c. The future will also see the pantaloon of several new concepts targeted at the Indian consumer. d. while the consumer fund will look at providing our retail pipeline and expertise to national and regional brands. The consumption drive would be fueled in smaller towns and cities. There would be definite customer responsiveness towards Value Added products and services in the next few years. Further. As regards mind share. thereby enabling them with a wider coverage. some of them in new markets.500-1. One that specializes in Property and the other is a ‘Consumer India Fund’. we want all our store formats to capture the imagination of the target customer.60 a. but will have far more significance in Tier 2 & 3 cities as well. retail development will not just occur in Tier 1 cities. our endeavour is to keep evolving with the young Indian consumer. b. value retailing has the scope to almost double. e. at an investment of Rs 1. Big bazaars have two AMC’s. . Retail chain Big Bazaar (Mumbai) plans to open 15 more stores by November end. Since value retailing touches the mass of the population. and with organized retailing at about US $ 300 billion at present. Though they have secured 30% of modern retail space coming up in the next three years.600 crore. The property fund aims at sourcing high quality property at the lowest possible rates.

Chandigarh. Faridabad. i.They have zeroed in on several new and existing markets for the 15 stores that they plan to open by endNovember. e-business. It is synonymous with business-toconsumer (B2C) transaction. Nashik. Mumbai.500-1. g. adding that in some locations two stores would be opened. Big bazaar will focus onShoppertainment: It will be a convergence of shopping. The retail chain would be extending its footprint into new markets such as Mysore. Shopping and entertainment together called Shoppertainment is targeted at the family. . The investment will be in the range of Rs 1. Short for “electronic retailing”. h. and ecommerce. Delhi and Solapur. Cuttack. Agra. Chandigarh. Cuttack. Big Bazaar is targeting a network of 145 stores by June 2009. Faridabad and Solapur. Surat. It’s more than just shopping. The term seems to be almost inevitable addition to e-mail.61 f.600 crore. Pune. The stores would be set up in places such as Mysore. • E-tailing: Is the selling of retail goods on the Internet. entertainment and eating. Kolkata.

037. m.44 crore for the quarter ended June 2008 from Rs 1. k. of which Big Bazaar is expected to contribute a large chunk of around $4 billion.381. News related big bazaar.42 crore for the quarter ended June 2007. “The consumer electronics segment is doing extremely well. l.000 crore by 2011.16 jump. The Group expects to increase its revenues to $7-8 billion by 2011. posting a 33. .” he said. the total floor area by 2011 would scale up to 30 million square feet from the present figure of 10 million square feet. Total income has increased to Rs 1. “Currently they have more than 80 Big Bazaars and we are planning to scale it up to 160 by the year that the company was going to go very aggressive in rolling out the Big Bazaar formats. It has emerged as the largest retail format of Future Group's retail division. elaborating that the group was expecting the segment to generate revenue of Rs 2.62 j. which is expected to generate revenue of $1 billion in the fiscal 2007-08. Future Group plans to have 300 stores and has projected revenues of Rs 13.000 crore by next year. Big Bazaar is a hypermarket format of the Pantaloon Retail (India) Ltd.

. its total income has increased from Rs 3. WORK ASSIGNED BY THE COMPANY 5.50 crore for the year ended June 2008. o. b. p. Increasing the average consumption of existing customers.565.67 crore for the year ended June 2008 from Rs 3.1 BUSINESS OBJECTIVE: To increase footfalls and enhance sales by: a. Attracting customers by giving them various offers. However. 5. The company said in a statement that it has posted a net profit of Rs 125.97 crore for the year ended June 2008 against Rs 119.99 crore for the year ended June 2007.63 n.48 crore for the year ended June 2007 to Rs 5. Inculcating in their minds the value for money through these offers.328. c.052. The Group posted a consolidated net profit of Rs 21.77 crore during the last fiscal.866. Its total income has increased to Rs 5.54 crore for the year ended June 2007.93 crore for the year ended June 2008 as compared to Rs 35.

c. e. ASM. DM.M also did splendid job by putting the required offer signage’s and also decorated the store as per the SS3D theme.T uploaded the offers one day in advance and rechecked them. ADM-Planned and managed micro analysis of targets and staff was done by taking department wise meeting. HR managed the shift time of employee. I.2 OPERATING THE SCHEME: a. All Category provided offers well in advance. Snaks were arranged for the staff.64 5. . V. SM. b. d.

TO KNOW CONSUMER BEHAVIOR TOWARDS SCHEME: .1..3 WORKING……. 5.65 5.3.

66 Ready to eat Chef zone Chill station Staples Vegetables Housewives. housewives Families. families Housewives. Housewives. individuals. housewives . individuals Families.families.

67 Non food items Families. housewives .

68 On the basis of demographic factors .

they like rate upgrading their households gadgets. People at the Spend less peek of their careers Age (45-60) .69 AGE Adolescent (New age teens) Youth Age (35-45) INCOME Do not earn PREFERENCES/HABBITS Fond of spending on eating out. product conscious. Good income Good spenders. etc Mostly Brand conscious.

70 Above 60 Steady income Spend only on households. .

decision about choice criteria. commercial sources. purchasing customer looks for the alternatives of that product. customer research internally and externally. His good part of income is spend on things of his daily requirement. c. EVALUATION OF ALTERNATIVES: Before. NEED RECOGNITION: The customer first points out the things which he need. b. INFORMATION SEARCH: Before purchasing of a product. brand included. This is because choice of one product often means rejection of attractive features of the alternatives. Externallysource such as family. e. d. PURCHASES: Purchaser many times faces cognitive dissonance which arises due to uncertainty of making right decision. AFTER PURCHASE EVALUATION: . etc. or advertisement related to the product. Customer goes for good quality in cheapest rate. friends. Internally-retrieving information about similar purchase made earlier.71 BUYING PROCESS a.

etc also works as motivational tool.e. good quality of the product. reasonable prices. Company should have good impression on the memory of the customer. free coupons. free gifts. As this memory acts as a internal information source in the decision making process. Thus discounts. Many times. Thus we know that different people have different thinking style. c. . A customer is loyal only when he sees any extra benefits. etc such schemes motivate them a lot. CONCLUSION: It should be considered that big bazaar targets every class. MOTIVATION: Motivation helps a lot to maintain loyal customers. b. Most of their buying decisions or his behavior depends on his:a. LEARNING: It is the change in the content or organization of long time memory and is a result of information processing. packaging. it is to be tried that customer receives the right information about every product and about its scheme. Therefore. PERCEPTION: Perception is the process by which a customer makes sense of information that he receives. because a single error in communication to customer can create confusion to him and he may not buy the product. Thus company should try to hit the customer’s memory.72 Customer by using the product comes to know about the real value of product. I.

e. sociable-loner. The loyal customers are believed to be cost less to serve. say.mouth promoters for the company. Big bazaar also target same concept. PERSONALITY: Personality can be of many types as introvert-extrovert. Thus it is very necessary that product should be according to the customers need. Brand personality is the characterization of brands as perceived by customers. TO GET THE RIGHT POSITIONING DONE OF THE PRODUCT UNDER SCHEME: It is the customer’s beliefs about the company’s product being of. one row of single and other row of double. CUSTOMER LOYALITY AND PROFITABILITY: Relationship between loyalty and profitability should be decided on the basis of loyal customers that are really profitable for company. I. high quality. in store product should be given open facing. or durable. etc. .of.e. Brand may be as ‘for young’ like branded jeans of Levi’s. For pack of two the products were given alternate 4 facing.2. 5. It is believed that one sure way to earn greater profits is to win loyalty of customers. they are willing to pay more than other customers and act as a word..3.73 d. Lee. or low price. Woodland. and competitive-cooperative. It should not be damaged. etc.

whose mrp is 100. TO MAINTAIN STOCK ON THE FLOOR: In retail stores less stock is maintained.5. 5. Product facing b. c. TO UPDATE THE PRICES: Pack of two was the new scheme.5 in the store.74 5.3. d. Then after discount it is sold at rs97. d. Demand of the product.3. DISCOUNT CRITERION: a. 5. To know the exact amount to be maintained on floor it is very necessary to know:a. Profit margin on the product. b.3.6. 5. This stock on other hand is sufficient enough to fulfill the demand of that vary product in store. so its prices to be get changed on rem for those products whose prices have changed by the producing company. The discount was given on the scheme of pack of two. To always have in stock every conceivable . The work was to report DM or team leader about the increase in prices and get it updated on rem so that discount could be given accordingly. I.4. e if the company is getting profit of rs10 on a product.3. The discount was 1/4th on the profit of the retail company.3. INVENTORY CONTROL: Since inventory represents cost. managers seek stock minimization. Capability to maintain stock in warehouse c.

The more variable the lead time and higher will be the safety or buffer stock that the company will be required to keep to prevent a stock out. But I usually saw that order placed was somewhat same throughout the month due to which there was stock out in some of the items in food. . One solution is to separate items into those that are in high demand and those that are is slow moving.75 item that a customer might order would normally be prohibitively expensive for companies marketing many items. and there should not be stock out as the company is waiting for the order items to arrive. Two related inventory decisions are knowing when and how much to order so that stocks are replenished. This is because there is a lead time between ordering and receiving inventory. The stock order placed should be more in the starting of the month as at that time customer’s purchasing power is more. At the store (Lucknow) I saw this problem many times with many of the products.

Bar tender is the software by which we use to take out the bar codes. To select items according to their EAN numbers Include for export exit enter. of quantity done. ok c. b. select the items. now go to next program of print . No.76 HOW TO WORK ON BARCODE TENDER: Barcodes are the labels which shows price of product after giving the discount on that product. Process:a.

77 6. Women: 30 3. Old aged: 12 Men Women Youngs Childern Old age . Surveyed :1. Total people who responded well-72 a. SURVEY 6. Men: 22 2. Total people surveyed-90 2. Youngsters: 18 4. Children: 8 5.1 SURVEY ANALYSIS 1.

Married: 74 2. Occupation:1. Marital status:1. of 20 Person 15 10 5 0 Student Bussiness Service Any other Su et t dn Bs ins us es Srv e e ic A yohr n te .78 b. Student: 20 2. Business: 38 3. Unmarried: 16 Married Unmarried c. Service: 27 40 35 30 25 No.

Single: 10 . More than 30000: 18 30 25 20 No. 20000-30000: 28 4. Income group: 1. Two family house: 25 3.79 d. 10000-20000: 24 3. A single family house: 55 2. Is your home: 1.of Person 15 0-10000 10000-20000 20000-30000 more than 30000 10 5 0 e. 0-10000: 20 2.

Outdoor gardening: 35 12. Crafts: 5 4. Indicate activities/interests which you and/or household members enjoy on a regular basis: 1. Stereo/records and tapes: 14 10. Fashion clothing: 40 7. Art/antiques: 8 11. Dieting: 25 3. Bible/devotional reading: 12 8. Wildlife/environment issues: 40 13. Money making opportunities: 50 . Physical fitness/exercise: 69 9. Bicycling/running: 1 2. Health foods/vitamins: 70 14.80 Single family house Two family house single f. Foreign travel: 15 5. Gourmet/fine food: 45 6.

Book reading: 24 16. Watching sports on TV: 40 18. Self improvement: 45 17.81 15. Charities/volunteer work: 16 19. Other: 12 .

82 bicycling fine food tapes/records health foods w atching sports dieting fashion clothing art m oney making charities craft devotional reading outdoor gardening book reading others foreign travel physical fitness w ildlife self im provem ent .

health. g. gifts. fitness. Women are more attracted and keen to know about the schemes. e. People have multiple life style and people have interest in music. f. aged people frequently make visit to stores. youngsters. They have good knowledge about the product they buy. children.83 CONCLUSION FROM SURVEY ANALYSIS a. discounts. c. vitamin rich products. health food. . People of middle class and upper middle class are frequent customers and they spend good amount of their income. and fashion clothing. Women are very careful about what they buy but sometimes men tend to ignore some of the features of product. dieting. Women. Men and women both are responsive this shows that they have interest in the products either they buy or not. etc on product. d. b. People of single family and apartment family are frequent customers.

84

6.2 TREND ANALYSIS a. how often you used this product before the scheme? 1. Everyday: 49 2. More than once a week: 21 3. Once a week: 20

everyday m ore than once a w eek once a w eek

b. How often do you use products from this [SERVICE CATEGORY] 1. Every day: 55 2. More than once a week: 29 3. Once a week: 6

Every day

Once a w eek

More than once a w eek

85

CONCLUSION FROM TREND ANALYSIS Trend analysis shows that consumption rate of the products was good, as the products were mainly daily used products. Earlier the rate of using of product was less in comparision, after the scheme. 6.3 CONJOINT ANALYSIS a. Stores are conveniently located:1. Very Strongly Agree: 20 2. Strongly Agree: 28 3. Agree: 27 4. Disagree: 15
30 25 20 15 agree 10 5 0 very strongly agree strongly agree agree disagree strongly agree very strongly agree

disagree

86

b.

Store atmosphere appealing:-

and

decor

are

1. Strongly Agree: 29 2. Agree: 40 3. Disagree: 21

strongly agree agree disagree

c. A good selection of products was present. 1. Strongly Agree: 24 2. Agree: 55 3. Disagree: 11

Strongly Agree: 30 2.87 strongly agree agree disagree d. (Store) has the lowest prices in the area:1. Disagree: 15 45 40 35 30 25 20 15 10 5 0 Strongly agree No of Person Agree Disagree Strongly agree Agree Disagree . Agree: 45 3.

Strongly Agree: 9 2.88 e. Strongly Agree: 26 2.of person 40 Strongly agree Agree 20 0 Disagree Strongly agree Agree Disagree . Agree: 69 3. Disagree: 12 80 60 No. Merchandise sold is of the highest quality:1. Agree: 52 3. Merchandise displays are attractive:1. Disagree: 12 Strongly agree Agree disagree f.

89 g. Strongly Agree: 55 2. Agree: 67 3. Strongly Agree: 14 2. Disagree: 5 . Overall. I am very satisfied with the store:1. Disagree: 9 Strongly agree Agree Disagree h. Agree: 30 3. Advertised merchandise was in stock:1.

90 60 50 40 No. Strongly Agree: 34 2. I am very satisfied with the price I paid for what I bought:1.of 30 Person 20 10 0 S n lyare tro g g e a re ge d are isg e Strongly agree agree disagree i. Disagree: 3 strongly agree agree disagree . Agree: 53 3.

Agree: 70 3. Disagree Strongly: 15 5. Quality:1.91 j. Strongly Agree: 12 2. Agree: 28 3. Very Strongly Disagree: 2 . Disagree: 15 4. k. Strongly Agree: 30 2. Disagree: 8 strongly agree agree disagree Slice 4 Select the rating that best describes how you feel about [PACK OF TWO SCHEMES]. I am very satisfied with the merchandise I bought:1.

Not very interested: 3 3. Price and Discount:1.of Person Agree Disagree Disagree strongly Very strongly disagree Sro g A re D are D are Vry t n ly g e isg e isg e e are ge sro g sro g t n ly t n ly d are isg e 15 10 5 0 l. Disagree: 12 Strongly agree Agree Disagree m.92 Strongly agree 30 25 20 No. Neutral: 2 . Agree: 60 3. Strongly Agree: 18 2. Not at all interested: 0 2. How interested would you be in using the product in this scheme:1.

Not sure: 10 No. how interested are you in buying this service:1. Not at all interested: 0 2. Neither interested nor uninterested: 22 4. Somewhat interested: 25 5. Not very interested: 5 3. Extremely interested: 45 . somewhat interested: 18 5. Overall.93 4.of Person 50 45 40 35 30 25 20 15 10 5 0 Not at all Not very interested Netural Somew hat interested Extrem ely intrested Not sure Ntaa o t ll Ntv ry o e ine se t ret d Nt ra eu l S mwa E t mly o e ht xre e ine se t ret d inret d t se Nts re ou n. Extremely interested: 50 6.

of Person 20 1 5 1 0 5 0 CONCLUSION FROM CONJOINT ANALYSIS People are satisfied with the store locations. People have shown their keen interest towards the products in scheme. 45 40 3 5 3 0 25 Not very interested Neither int. There is good rating in favour of atmosphere. .94 Not at all int. Customers are interested to buy the products again and again of the scheme.nor unint Somewhat interested Extremely intrested No. décor and quality of product offered to customer in exchange of the reasonable prices. They say that for them any discount is good if the product is of their utility.

Strongly Agree: 32 3. Britannia gday cashew: 20 4.95 7. Disagree: 15 very strongly agree strongly agree agree disagree b. Britannia jim jam: 55 5.Britannia crm treat bourbon 32 . Britannia gday pista: 16 3. GENERAL SURVEY AND BEHAVIOR ANALYSIS FOR SCHEME OF PACK OF TWO Do you find the choices according to your preference:- CONSUMER THE NEW in biscuits a. Very Strongly Agree: 20 2. Agree: 23 4. Biscuits most preferredBritannia:1. 1. Britannia gday butter: 32 2.

Parle hide n seek choco chips (200g): 24 2. Parle krack-jack (240g): 21 6. Parle digestive (176g): 34 5. Parle bourbon cream (200g): 45 4. Parle glucose (220g): 50 hide&seek(200g) 2nd Qtr bourbon(200g) digestive(176g) krack-jack(240g) glucose(200g) . Parle hide n seek choco (100g): 61 3.96 60 50 40 30 20 10 0 gday butter gday pista gday cashew jim jam bourbon gday butter gday pista gday cashew jim jam bourbon c. Parle:1.

Maggi noodle masala (760g): 32 4. Maggi noodle masala (570gm): 30 3.Maggi noodle rice chilli chow (332g): 8 maggi noodle msla(380g) 570g 760g veg atta noodle(360g) rice chilli chow . Maggi noodle vegetable atta (360g): 24 5. Maggi noodle masala (380g): 35 2.97 d. Maggi preffered most:1.

MTR snackmix dosa mix (500g): 12 6.98 e. MTR snackmix uttappam (500g): 15 mtr badam drink(220g) mtr gulab jamun mtr payasam kheer mtr suji upma mtr dosa mix mtr rava dosa mtr rava idli mtr uttappam . MTR snackmix rava idli (500g): 6 8. MTR readymeal suji upma: 16 5. MTR dessertmix gulab jamun mix (200g):10 3. MTR snackmix rava dosa (500g): 19 7. MTR dessertmix badam drink (220g): 11 2. Mtr products:1. MTR payasam kheer (220g): 60 4.

cashew also provided a great choice in ready to eat section. so it will take some time for it to raise a remarkable demand. Rice shahi pulao was not up to satisfactory demand. Bikano Alu Bhujia and Bikaneri bhujia should be continued as affordable prices for all customers. These were like combination of chocolate. Rava idli. lite. Dosa mix were less in demand may be due to season. Mtr Badam drink. krack jack were in good demand in families. butter. Parle hide n seek (100g). salty biscuits. Britannia Jim jam and Bourbon were preferred by children.99 CONCLUSION Maggi showed a good response day by day but those like Chili Chow. Tata tea gold and premium 2*500gm should continue because their demand was increasing slowly. Digestive was preferred by health conscious customers mainly. 99g were in good demand. It is competing Haldiram and many local made. Red label tea nature care ct 2*250g. and pista. Mtr Payasam kheer showed outstanding demand. Bourbon. Lemon masala. Digestive. Nestle chocolates Kit Kat of 34g. . Gulab jamun.

Britannia nutri digestive (small pack)-focuses all health conscious and old age which are in good percentage. So it can be considered or scheme.100 Some of the products which can be considered for sale set. Private label products were very reasonable and very affordable and were in good demand but there was good number of damage also from the brand in tasty treat instant noodles masala (400g). for its promotion can we have it in any scheme? . No offer on Sunfeast products which targets children in their advertisements. of very reasonable rate. Mohan’s corn flakes (liked by all class people and in budget). There is private label honey also.

101 SUGGESTIONS MARKETING OBJECTIVE Target is placement of all merchandising units across the market in a months time Create Identity in a Short Span Offering a wide range Reach every nook & corner Distinct Approach ( Innovative & Differentiated products) Constant connection through technology High level of transparancy Pricepressure from webshops Changed orientation and purchase behaviour Shift your loyalty! From Push tool to Pull platform Producer Retail Consumer EXPERIENCE SOCIAL RETAILING ORGANISED SERVICE INFORMED PRODUCT CONNECTED MATERIAL CONSUMER .

  Modern retail business focuses on maximizing customer footfalls and capturing rising volume and share of the customer wallet. improve business process practices. and enhancing the store ambience. expanding product assortment. service. and ambience (i) (ii) (iii) (iv) . Thus. there are four drivers of modern retail’s “one-stop shopping model”:price. spur investments in support industries. While the competition strategy is largely price focused.102  Providing social tools and platforms around products and services to create better informed and better organised buying behaviour. the model works by: improving sourcing efficiencies. and enable the modernization of the fragmented traditional retail industry.  Giving away design  Giving away assortment  Give away marketing  Augmented Reality ORGANIZED RETAILING (i) (ii) (iii) (iv) promote quality employment. differentiating service. product.

operating the end-to-end value chain. gents’ wear. (i) (ii) (iii) (v)  It helps to: (i) (ii) (iii) attain critical mass. In the food and grocery section across hypermarket. and capturing customer footfalls.103  The main objective of these studies is to understand how these firms are: penetrating markets. supermarket. grocery covers . and kids’ wear on branded labels. introducing formats and product categories. clothing margins are higher than 60 per cent typically. An organized retailer gets an average of 30 per cent gross margin or above on MRP across women’s wear. and discount store formats. In the case of private labels of store brands. and reach out to consumers in the local neighbourhood locations BENEFITS OF ORGANIZED RETAILING PRODUCT MARGIN Modern retail penetration and consumer adoption in the apparel and clothing category is the highest. economies of scope in sourcing by accruing costs across stores. (iv) pricing different products.

and FMCG goods. ft. the local traditional retailers in the nearby locations feel more intense competition.000 sq. In addition. tomatoes.104 around 45 per cent of store space in FMCG and staple food products. area in order to penetrate the local neighborhood markets. As regards fresh fruit and vegetables. Nevertheless. MARKET PENETRATION STRATEGY:Large retailers are heading for a pyramidal approach by launching several small-sized neighborhood convenience stores in tandem with a few large hypermarket or department store formats. This strategy is beneficial to large retail firms because they can absorb supply-chain costs across formats. however the store level penetration is low compared to other categories for various reasons: (i) high wastage. and (iii) low profit margins in bulk produce (potatoes. and seasonal and exotic vegetables around 30 per cent above the cost price. and onions). organized retail firms are strategizing convenience format stores up to 2. the customer adoption rate is also low in fresh fruit and vegetables because of its daily need-based requirement and the distance factor. bulk purchases enable them to squeeze profit margin from suppliers. the net profit gain is between 8 per cent and 10 per cent on an average. Further. The product mix in the hypermarket format is typically 60 per cent food and 40 per cent non-food. As a result. grocery products in staples. Across the fruit and vegetable section. fruit and seasonal vegetables are higher profit-margin produce: fruit sell at 40 per cent margin on the cost price. (ii) lack of temperaturecontrolled isles. The format incorporates a larger share of apparel. of which the share of apparel . However.

Fruit and vegetables. As regards apparel. By having commission-based direct contract terms with branded suppliers. the firms procure primarily from large suppliers for branded products and small suppliers for store brand private labels. alcohol-based beverages and pharmaceutical electronics and household durable product categories encompass a much smaller share. Currently. (ii) implementing store brand promotional schemes. retailers are able to arrange various promotional schemes in order to attract customer footfalls to their stores and secure discounted price on bulk purchase. a mix of large and small suppliers supply directly for private labels. mobile phones. The direct procurement model benefits modern retailers for the following reasons: (i) maximizing its gains on large volume transactions. Another dominant format used by modern retailers includes the department and speciality stores focusing primarily in clothing. Gradually. and household durables. cosmetics. This business tactic is particularly disadvantageous to the . The discount and convenience formats largely concentrate on fruit and vegetables and grocery products. artificial jewelry and watches.105 merchandize is 30 per cent. In the case of FMCG and staple products. the organized retail value chain would prefer to lean towards the direct procurement approach in order to reduce the cost of the middleman. the modern retailers work on a commissionbased margin with branded suppliers as opposed to the slotting-fee position where a manufacturer or supplier gets shelf space by paying a certain fee structure. and (iii) minimizing the operational cost.

Subhiksha leverages on discounted prices on bulk purchases and cash payments.brand strategy: leverages on high margins in private labels. EMPLOYMENT GENERATION: Finally. ITC Choupal Sagar & Choupal Fresh Value . Trent Limited Lifestyle & Value Single. but most importantly.  COMPETITORS STRATEGY: Subhiksha Value Low-price high-volume strategy: by keeping no fancy frills front-end and by becoming an intermediary at the back end. leading organized retailers are creating their captive human resources pool through internal training and programmes and tie-ups with retail management schools. the employment generated by organized retail is building a quality labour class that is gaining vocational training in skilled and unskilled jobs at the graduate and tenth class level Foreseeing the demand for trained staff.106 traditional retailers because their volume demand is very small and is primarily on credit payments. and targets consumers in socio-economic class B and C.

.or three. backed by a cluster of smallsized Fresh.107 Backward integration through IT-based business model: leverages by building direct relationship with the supply source. and Express stores. Spencer’s Retail Value The “duck and the duckling” model: by having two.value segment stores. Daily. NDDB: Mother Dairy Value Operates on a co-operative model with the objective of increasing farmers’ welfare. to leverage on economies of scale at back-end value chain. to sell as well as purchase products and services. Has a strong presence in Delhi’s NCR region. the farmers. Strategically located in residential areas and follows a lowprice strategy for fruit and vegetables.

108 8. Above all. I hope to have shown my reader that the answer of their questions on the working of the company and its maketing stategies which made it a retail giant and capture the big part of the market. how ever it is difficult to know about a company but training provided to me helped me a lot to know the retail store and consumers behavior to a great extent. i came to know how a consumer reacts to . that all the hard work done by my faculty and me has been fruitfull. CONCLUSION If this project proves to be of any usefulness to the reader then I will be very proud of it.

109 every action made by retail to pursue them with their promotional and marketing strategies. Dorling Kindersley(India)Pvt. “200 to 203”.”231 to 236”. “74 to 80”. Pataparganj.Ltd . “245 to 264”. 2007.  KUMAR ARUN AND MEENAKSHI N .KELLER KELVIN Marketing Management. BIBLOGRAPHY BOOKS:  KOTLER PHILLIP. Delhi. “164 to 170”. 9. This project helped me to clear my else doubts and step over the boundaries of confusion and querries with reference to retail store and helped to be more focused and helped me a lot to understand the concepts in my studies. “205 to 208”.

Excel Books Pvt.com/companies/companies_f/future_group/20080930_fu ture_group 10. ANNEXTURE Annexure SURVEY QUESTIONNAIRES 1.ppt+how+to+writ e+introduction&hl www.2008.fibre2fashion. þÿ women .com/Big-Bazaar-plans-to-open-15-st. Naraina.financialexpress. asp www.yorku. “82 to 98”.. New Delhi.com/face2face/pantaloon/kishorebiyani. “232 to 233”.com/iw/2005/12/25/stories/ http://www. “11 to 14”. “103 to 104”.livemint. “218 to 229”. www. Tick the option you fall in:a.110 Marketing Management.”29 to 31”. “126 to 128”.ca/rkenedy/critical_skills/student/nick_ashby_p pt_prestns/how_to_write_an_introduction. Ltd.domainb.thehindubusinessline. “70 to 75”.”112 to 115”. INTERNET: www.com/news/Future-Group-to-hive-offBig-Bazaar/ www.

Your family is:- . þÿ married unmarried 4. Occupation:a. c. d. e. Does the big bazaar match consumer expectation or are they just making empty promises? a. b. c. þÿ b.000-20.000 10. d.000 15.000 more than 20. b. Income group:a. þÿ yes no 3. Marital status:a.111 b.000-15. þÿ þÿ þÿ þÿ 0-10.000 6. þÿ b. þÿ students þÿ business þÿ service þÿ others 5. c. þÿ children þÿ youngsters þÿ men þÿ old age 2. d.

þÿ very good good average 10. þÿ c. þÿ c. What do you think about quality of the products? . Do you find variety in products? a. þÿ strongly agree agree disagree 9. Is the store conveniently located? a. þÿ b. þÿ b. þÿ b. d. You use the products in offer:a. þÿ c. þÿ c. b. þÿ strongly agree agree disagree 11.112 a. þÿ every day more than once in a week once a week 8. þÿ b. What about store environment? a. þÿ þÿ þÿ þÿ single family joint family bachelor others 7. c.

þÿ very attractive attractive average 13. d. How much interested are you in using products? a. Are you happy with the schemes and discounts? a. Do you like the way products are displayed? a. e. þÿ c.113 a. Are you satisfied with the products in store? a. þÿ c. þÿ yes no no comments 15. þÿ c. þÿ not at all interested . þÿ very good good average 12. þÿ b. þÿ b. b. How do you come to know about the schemes? a. þÿ þÿ þÿ þÿ þÿ reference group newspapers sales promotions pamphlets distributed paging in store 14. þÿ c. c. þÿ b. þÿ b. þÿ strongly agree agree disagree 16.

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b. c. d. e.

þÿ þÿ þÿ þÿ

not very interested neutral somewhat interested not sure

17. Which of the following product you like to take? a. b. c. d. e. þÿ þÿ þÿ þÿ þÿ Britannia g-day butter Britannia g-day cashew Britannia g-day pista Britannia jim- jam Britannia cream treat bourbon

18. PARLE PRODUCTS:1. 2. 3. 4. 5. 6. þÿ þÿ þÿ þÿ þÿ þÿ Parle hide n seek choco chips(200g) Parle hide n seek choco (100g) Parle bourbon cream(200g) Parle digestive (176g) Parle krack-jack (240g) Parle glucose (1kg)

19. MAGGI NOODLES:1. 2. 3. 4. 5.
þÿ

þÿ þÿ þÿ þÿ

Maggi noodle masala(380g) Maggi noodle masala(570gm) Maggi noodle masala(760g) Maggi noodle vegetable atta(360g) Maggi noodle rice chilli chow(332g)

20. MTR products 1. þÿ MTR dessertmix badam drink(220g)

115

2. 3. 4. 5. 6. 7. 8.

þÿ þÿ þÿ þÿ þÿ þÿ þÿ

MTR dessertmix gulab jamun mix(200g) MTR payasam kheer(220g) MTR readymeal suji upma MTR snackmix dosa mix(500g) MTR snackmix rava dosa (500g) MTR snackmix rava idli(500g) MTR snackmix uttappam(500g)

21. ACT II 1. 2. 3. 4. 5. 6. þÿ þÿ þÿ þÿ þÿ þÿ Mix butr (99g) Mix butr lover(99g) Mix Butr pepper(60g) Mix chilli surprise(70g) Mix classic salted(70g) Mix golden sizzle(70g)

22. AMUL PRODUCTS:1. 2. 3. 4. 5. 6. 7. þÿ þÿ þÿ þÿ þÿ þÿ þÿ Amul butr(500g) Butr lite(500g) Cheese chiplet(200g) Cheese lite(500g) Cheese slice(200g) Cheese tn(400g) Lite spread tub(200g)

23.BAMBINO 1. þÿ 2. þÿ 3. þÿ Macroni (900g) Macroni elbow (450g) Pasta penne (500g)

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4. 5. 6. 7. 8.

þÿ þÿ þÿ þÿ þÿ

Pasta spiral (500g) Vermicelli macr elstx (950g) Vermicelli roasted (950g) Vermicelli sc (1kg) Vermicelli sc ( 450g)

24. NESTLE PRODUCTS:1. 2. 3. 4. 5. 6. 7. þÿ þÿ þÿ þÿ þÿ þÿ þÿ Coffee classic box (200g) Coffee classic jar (50g) Coffee classic pp (50g) Coffee jar (100g) Kit Kat (99g) Kit Kat (34g) Chocolate munch (102g)

117 Thank you .

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