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Research Project Report

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“STUDY OF CHANGING CONSUMER PREFERENCE
TOWARDS ORGANIZED RETAILING FROM UNORGANIZED RETAILING CHANGING

Submitted for Partial Fulfillment Of “Master of Business Administration” (MBA -2010-2012)
Under The Guidance of:-

Mrs. Neetu Singh

Submitted By:Ajeet Pratap Singh Roll No. 1028770003

Naraina College of Engineering & Technology

Ratanpur, Kanpur-208020

INSTITUTE CERTIFICATE

STUDENT DECLARATION

I, Ajeet Pratap Singh student of M.B.A at Naraina College of Engineering & Technology, Kanpur of hereby declare that the Project work entitled “STUDY OF CHANGING CONSUMER PREFERENCE TOWORDS ORGANIZED RETAILING FROM UNORGANIZED RETAILING” is compiled and submitted under the guidance of Mrs. Neetu Singh. This is my original work. Whatever information furnished in this project report is true to the best of my knowledge.

Ajeet Pratap Singh MBA Final Year Roll No: - 1028770003

ACKNOWLEDGEMENT
I would like to express my Acknowledgement to those people, without whose contribution, Support and guidance this Report would not have seen the light of the day. I am also thankful and would like to express my Gratitude to the Honorable Dr. K.G. Chaubey & Mrs. Neetu Singh and the entire Institute for giving me a Platform to have this wonderful opportunity and being able to get a glimpse of the Corporate World.

PREFACE I take this opportunity to offer my sincere gratitude to those who helped me in this report. however for error of my short which have expect in text and would welcome the comments and suggestion of our learned teacher to help me make the project even more sensitive . I feel indebted to all those thoughts have been helpful in bringing out. The project is quit original in style and method and point have been spared to make it as compact preface and reliable possible. I must assume full responsibility.

Suggestion 11. Bibliography Page No 1 11 13 15 18 30 42 48 50 53 66 68 70 73 75 79 . Organized v/s Unorganized Retail 7. Analysis of Data 9. Conclusion 12. Consumer Behaviour & Retailing Decision 6.No Topics Institute‟ Certificate Acknowledgement Student Declaration Preface 1. Introduction  Objective of the Study  Signification of The Study 2. Company Profile 5. Limitation of The Study 13. Findings 10.CONTENTS S. Literature of Review 3. Questionnaire 14. Research Methodology 8. Industry Overview 4.

INTRODUCTION .

Modern retail formats have mushroomed in metros and mini-metros. to about 15-20 per cent over the next decade. The first decade of modern retail in India has been characterized by a shift from traditional channels to new formats including department stores. The Indian retail story couldn't have been more different. The challenge for leading retailers shall therefore shift from diverting demand to creating demand. they have never experienced before. supermarkets and specialty stores across a range of categories. Sales of goods to intermediaries who resell to retailers or sales to manufacturers are not considered a retail activity. It has been forecasted that the share of modern retail will increase from 2 per cent currently. Thus.ft or 0. India has approx 12 million retail stores. family. Retailing Means “Re-tailing” to the customers so that they comeback. Retailing in India has remained in the unorganized sector and largely untouched by corporate.INTRODUCTION TO INDIAN RETAIL INDUSTRY: The sea of change can pull customers in many directions. and services ranging from hair cutting to air travel and computer education. in the last few years modern retail has also established its presence in the second rung cities.2 sq. It is our responsibility to light the way and take care of them… before the competition does. . or household use. To begin with. meters with fragmented kirana stores being the predominant players. It covers sales of goods ranging from automobiles to apparel and food products. more than rest of the world put together. hypermarkets. exposing the residents of these cities to shopping options. retailers today will have to support the large retail infrastructure in terms of Malls and Superstores that are being created. But the per capita square feet area under retail is just 2 sq. Retailing consists of all activities involved in selling goods and services to consumers for their personal.

3 million in 1961 to 4. A young population with 54% population below 25 years Increased literacy from 44% in 1965 to 70% in 2003 Increase in working women from 1. .With all the modern stores offering convenience in terms of an assortment of products. Times are changing. A high spending community below 45 years comprises 81 percent of the population. The propensity to consume has reached peaks that had never been scaled before. Relevant experiences from consumer goods companies. which have successfully crafted an explosion in demand in their sectors. Here are some factors that indicate the potential of retail in India:      At 271 million. ambience. forming 27% of the total population. one of the largest consuming base in the world. With the GDP at an all time high and income levels shooting through the roof. consumer driven strategies. will be head runner. the paradigm shall shift from competing with the kirana stores to an in-house demand creation. Credit cards are flashed with disdain and shopping baskets are getting bigger all the time. through innovation.8 million in 1998. service and innovative products. the average Indian consumer has never had it so good.

and Westside. However. The retail sector in India is highly fragmented with organized retail contributing to only 2% of total retail sales. of which 4 percent is contributed by the organised sector. changing lifestyles. A further increase of 7-8% is expected in the industry of retail in India by growth in consumerism in urban areas. with an employment of around 8% and contributing to over 10% of the country's GDP. and McDonald‟s led to rapid growth of organized retail and growing consolidation of the retail industry in the developed countries. Sears.Figures suggest that the total turnover of the sector is around Rs 10 lakh crores.The first decade of modern retail in India has been characterized by a shift from traditional kirana shops to new formats including department stores. Modern retail formats have mushroomed in metros and minimetros. rising incomes. and a steep rise in rural . modern retail has also established its presence in the second-rung cities. supermarkets and specialty stores across a range of categories. In the last few years. and favorable demographic patterns.200 billion. exposing residents to shopping options like never before. hypermarkets. Organized retail is growing rapidly and we see the emergence of large organized retail chains like Shopper‟s Stop. It is expected that by 2016 modern retail industry in India will be worth US$ 175. The opportunities in retail industry in India will increase since Indian retailing is on the threshold of a major change. We also find retail malls mushrooming all over the country. India retail industry is one of the fastest growing industries with revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. there is a larger role they would be required to play in boosting consumption levels. India retail industry is the largest industry in India. The retail sector in developed countries was also highly fragmented at the beginning of the last century but emergence of large chains like Wall Mart. Lifestyle. Retail industry in India is expected to rise 25% yearly being driven by strong income growth. even as modern retailers garner share from traditional channels.

It has further been predicted that the retailing industry in India will amount to US$ 21. shopping. India retail industry is expanding itself most aggressively. Shopping in India have witnessed a revolution with the change in the consumer buying behavior and the whole format of shopping also altering.consumption. as a result a great demand for real estate is being created. Industry of retail in India which have become modern can be seen from the fact that there are multi. and entertainment all under the same roof.5 billion.stored malls.5 billion by 2010 from the current size of US$ 7. and sprawling complexes which offer food. huge shopping centers. .

like:      Apna Bazaar Canteen stores Food World Subhiksha Food Bazaar . If the stores are not food based then the type of retail items available are local in nature.TRADITIONAL CONVENIENCE STORES: Traditional convenience stores are too well established in India than to be wiped out and besides there is uniqueness in the traditional items that represent the sub-continent. Basically they provide high service with low prices. Infact the traditional stores have taken up 98 percent of the Indian retail market. The traditional family run convenience stores can take pride in the fact that the Kirana is the most common outlet forms for the consumers. The retail stores in India are essentially dominated by the unorganized sector or traditional stores. Now stores run by families are primarily food based and the set up is as Kirana or the 'corner grocer' stores. The tough competition for convenience stores are coming from organized retail stores dealing in food items.

These stores are found in both residential as well as commercial markets. The benefits of family run convenience stores is that they give importance to:     Personal touch Facilities of credit Quick home delivery Non-food based stock comprises of multiple and varieties of local brands. A good example of such would be Convenio.Convenience Stores are open for long hours and is one of the formats of the Indian retail stores that cater to basic needs of the consumer. The convenience factor in terms of items. The food products of traditional family run convenience stores are comprised of branded as well as non-branded items. would depend on the following particulars:       Place and capacity Diligent area coverage Disciplined work schedule Managing turnover Revenue from assets Customer service and satisfaction The traditional family run convenience stores serves the purpose of the housewives who definitely wants to avoid traveling long distances to purchase daily needs. among people in general can be highlighted as below:     Groceries Fruits Drug Store Necessary stationery . The future of such stores as they face competition from organized sector.

Traditionally the retail industry in India was largely unorganized. 325 departmental stores. Retail market in the Indian organized sector is expected to cross Rs 1000 billion by 2010. One such company is the Reliance Industries Limited. Carrefour. This change has come in the consumer due to increased income. and patterns of demography which are favorable. Retail market in the organized sector in India is growing can be seen from the fact that 1500 supermarkets. and 300 new malls are being built.INDIAN ORGANIZED RETAIL MARKET: Indian organized retail market is growing at a fast pace due to the boom in the India retail industry. and Metro AG are also planning to set up shop in India. changing lifestyles. Many Indian companies are entering the Indian retail market which is giving Indian organized retail market a boost. the retail industry in India amounted to Rs 10.5% of the total revenues. Most of the organized retailing in India have started recently and is concentrating mainly in metropolitan cities. medium. Now the consumer wants to shop at a place where he can get food. The growth in the Indian organized retail market is mainly due to the change in the consumers behavior. The organized retail market in India out of this total market accounted for Rs 350 billion which is about 3. and small grocery stores. This has given Indian organized retail market a major boost. Indian organized retail market will definitely grow as a result of all this investments Classifying Indian retail: (A)Modern Format retailers . Bharti Telecoms an Indian company is in talks with Tesco a global giant for a £ 750 million joint venture. comprising of drug stores. In 2005. It plans to invest US$ 6 billion in the Indian retail market by opening 1000 hypermarkets and 1500 supermarkets. entertainment.000 billion accounting for about 10% to the country's GDP. and shopping all under one roof. A number of global retail giants such as Walmart. Pantaloons is another Indian company which plans to increase its retail space to 30 million square feet with an investment of US$ 1 billion.

1) Supermarkets (Foodworld) 2) Hypermarkets (Big Bazaar) 3) Department Stores (Shoppers Stop) 4) Specialty Chains (Ikea) 5) Company Owned Company Operated (BP) .

Hypermarket 1) Big Bazaar 2) Giants 4) Star II Department store 1) Lifestyle 2) Pantaloons 3) Piramyds III Entertainment 1) Fame Adlabs 2) Fun Republic 4) PVR .(B)Traditional Format Retailers: 1) Kiranas: Traditional Mom and Pop Stores 2) Kiosks 3) Street Markets 4) Exclusive /Multiple Brand Outlets (C)Large Indian retailers 1.

OBJECTIVES OF THE STUDY .

 Economic and the industry environment.  Market performance.OBJECTIVES OF THE STUDY Objective of the Study:  To know the consumer satisfaction.  Financial performance in Retail industry.  To find out the satisfaction level of people.  Cost saving initiatives.  To find out the awareness level of customer.  Market position.  To find the satisfaction amongst the customers SIGNIFICATION OF THE STUDY .

. The Company Will Come To Know: -  Through this study company can know about its growth. Through this study company will know about the availability of its products in the market.By This Study.  This study will also help to the company to know about its promotional activities.  This study will also help to the company to know about their new concepts position in the market.

LITERATURE REVIEW .

followed by price. The study developed by ETIG (Economic Times Intelligence Group. Sen (2000) confirms this in the study undertaken in Indian context. There is a huge untapped market is present in India right now which contains a number of opportunities for retailers. With the increase in number of various formats for shopping like malls. Consumers have become more pragmatic. either modern or traditional. Economical and social changes are major contributors for a growing fragmentation of consumers into multiple segments with different values and buying priorities. .LITERATURE REVIEW: Mathew Joseph and Manisha Gupta_September 2008: The Indian retail sector is booming and modernizing rapidly in line with India‟s economic growth. some empirical studies provide important information about consumer behavior and its responses to the development of organized retail. Indian consumer has different reasons for preferring different store formats. the possibility of buying everything in the same place and the general appearance of the store. departmental stores. He confirms that in the case of hypermarkets. Several investigations emphasize the possible coexistence of different store formats (Chandrasekhar. learning how to manage money and time more efficiently. the most important attribute mentioned was quality. the main motives for preferences. 2002) confirms these tendencies. educated and demanding. hypermarkets etc the Indian consumer‟s preferences are changing towards and that‟s the reason foreign investors like the king of retail Wal-Mart also came into the Indian retail ground in collaboration with Bharti. The focus on low prices was gradually replaced by a value for money perspective. Sen-2000: Store Image and Consumer Shopping Habits: Indian Context: In India. Concerning food. In this review the author talked about the impact of organized retailing on traditional retailing. in decreasing order are low prices. 2001) and others point out the relationship between the type of store and the type of products.

The impact of organized retail is also significant on other types of retail. 2003: Traditional Retailers Perceptions about Organized Retail As already mentioned. . and also for frozen food. 2009/24-7 press releases): Increasing trend of organized retailing will drive the growth of convenience-store industry in the world. such as clothing and furniture. RNCOS (March 15. However. stationery goods and household appliances. groceries and beverages. as other changes (economical. it is possible to verify that the major impact is felt on traditional retail and. moreover.These studies show that. while specialized and traditional stores are preferred for fresh products. organized retail has deeply changed the Indian commercial structure. By 2011. Concerning the more direct effects of organized retail on different types of commerce. remains the major driving force for c-store industry in the Asian region. on the food sector. social and cultural ones) have occurred simultaneously. Radhakrishnan. it is not exclusively responsible. which is heavily influenced by economic growth. hypermarkets are preferred for shopping in general. as per "Global Convenience Store Market Analysis". The purchase of perishables in hypermarkets is reduced. it is probable that competition gets more intense in other sectors. Changing consumer preferences. namely toys. lifestyle and rising income level. in particular. Asia remains the fastest growing convenience store market in the world as the major Asian retail markets registered explosive growth in opening up of new convenience store.

INDUSTRY OVERVIEW .

dominate this sector In comparison. However the growth rate of super market sales has being significant in recent years because greater numbers of higher income Indians prefer to shop at super markets due to higher standards of hygiene and attractive ambience. single-outlet retailers dominate the market . However.Here also small. with rapid urbanization. C) CLOTHING & FOOTWEAR Numerous clothing and footwear shops in shopping centers and markets operate all over India. Traditional outlets stock a limited range of cheap and popular items. Indians have started spending more on health and beauty products . who operate small single-outlet businesses mainly using family labour. . and changing patterns of consumer tastes and preferences. Although these retail chains account for only a small share of the total market their business is expected to grow significantly in the future due to the growing quality consciousness of buyers for these products.However in recent years. a few retail chains specializing in these products have come into the market. b) HEALTH & BEAUTY PRODUCTS With growth in income levels. it is unlikely that the traditional outlets will survive the test of time. modern clothing and footwear stores have modern products and attractive displays to lure customers. in contrast. super markets account for a small proportion of food sales in India.CLASSIFICATION OF INDIAN RETAIL SECTOR: a) FOOD RETAILERS There are large number and variety of retailers in the food-retailing sector Traditional types of retailers.

music products. E) DURABLE GOODS The Indian durable goods sector has seen the entry of a large number of foreign companies during the post liberalization period. .D) HOME FURNITURE & HOUSEHOLD GOODS Small retailers again dominate this sector. Despite the large size of this market. An increasing number of retailers are focusing on malls now as opposed to stand-alone developments. Another prominent feature of this sector is popularity of franchising agreements between established manufacturers and retailers. F) LEISURE & PERSONAL GOODS Increasing household incomes due to better economic opportunities have encouraged consumer expenditure on leisure and personal goods in the country. Today trend is the development of integrated retail cum Entertainment centers or shopping malls. very few large and modern retailers have established specialized stores for these products. However there is considerable potential for the entry or expansion of specialized retail chains in the country. etc. Intense competition among companies to sell their brands provided a strong impetus to the growth for retailers doing business in this sector.) in this sector. There are specialized retailers for each category of products (books. A greater variety of consumer electronic items and household appliances became available to the Indian customer.

eateries etc. Lifestyle and hypermarkets like Big Bazaar and Giant. Globus. the old single screen theatres are being divided into three-five smaller screens. Driven by the lucrative tax breaks. the key outlet or store around which other outlets cluster.00 sq ft. Less crowed and These are enclosed. years ago. air-conditioned. The most popular Indian anchors include Shoppers' Stop. Example for wave and PVR. Pantaloon. facilities for kids' entertainment. Cinemas also often anchor malls. as was done in the US. the latest trend in this sector is the increasing focus on providing leisure activities such as multiplexes. multilevel malls of at least 100. Good environment in mall. .While the number of shopping malls has seen a massive surge in the recent past in the metros and their suburbs. Customer less the time consumes and more entertainment with his family in malls because they within shopping mall number of retail shop and variety of products and selected the product they want. Critical to these malls is the concept of the anchor. within the mall premises.

000 billion -. and Pantaloons race to revolutionize the retailing sector.7400 billion in 2002. expanded at an average annual rate of 7% during 1999-2002.000 crore (Rs 250 billion) -. marketing companies are setting up shops to provide differentiated services to clients. RPG Enterprises. The focus is to priorities retail. Shopper's Stop. That is.000 crore (Rs 8. They can instantly sense a good buy and lap it up or sniff out a bad product and dismiss it.the opportunities are incredible but exploiting them is extremely tough.and a double digit growth rate. the Tatas. not only to sell a product to a consumer but to get the consumer to interact with the product.to be constantly on the move. keeping tabs on the shifting trends in the market place and maneuvering your strategy to stay on top. Their expectations are tough to meet but for retailers aiming to make a big sale. Retail sales in India amounted to about Rs.Kumar's. In an environment.out of a total of Rs 800. . The retail arena today is very different .Crosswords. So how are Indian retailers coping up and how long will it be before organised retail becomes the primary way of selling. With competition becoming stiffer companies are looking at 'experiential' marketing. Super smart shoppers know all the rules of the game. Till now sales people were the link between the retailer and the producer. Also the lack of proper metrics to measure marketing spends is a serious issue. With the upturn in economic growth during 2003. S. Gone are the days when retailing meant mere availability of a product. there is not much of a choice but to find ways to win customers over and keep them permanently happy. there is no option but to be in the know . ITC.RETAIL SCENE IN INDIA With organized retail in India pegged at Rs 25. and mega retailers. the Rahejas. In today's swiftly changing business environment. retail as an industry in India is coming alive. But sales personnel are busy selling a product and do not have a fair idea of what retailing is about. which is still restrictive in many ways and lacks adequate infrastructure. As the corporate – the Piramals. this becomes a formidable task.

Around 7% of the population in India is engaged in retailing. A.5 outlets per 1000 population. The factors responsible for the development of the retail sector in India can be broadly summarized as follows:- . it is not surprising that food. retail sales in real terms are predicted to rise more rapidly than consumer expenditure during 2003-08. with the rapid growth in numbers of such outlets due to consumer demand and business potential. at almost a triple rate (about 30% per year during the review period). especially food-related items. a leading provider of global consumer-market intelligence. their sales have grown much more rapidly. In a developing country like India. beverages and tobacco accounted for as much as 71% of retail sales in 2002.3% per year. Kearney Inc. Nevertheless. This high acceleration in sales through modern retail formats is expected to continue during the next few years. Sales through supermarkets and department stores are small compared with overall retail sales. Across the country. a large chunk of consumer expenditure is on basic necessities. places India 6th on a global retail development index. T. however. as compared to 20% in the USA.5. declined over the review period. The country has the highest per capita outlets in the world . This is not unexpected.2008 is 8. because with income growth. The forecast growth in real retail sales during 2003. Indians. compared with 7. departmental stores and hyper marts. like consumers elsewhere. The share of food related items had.retail sales are also expected to expand at a higher pace of nearly 10%. according to a latest report by Euro monitor International. down from 73% in 1999. Modernization of the Indian retail sector will be reflected in rapid growth in sales of supermarkets. Hence. Sales from these large-format stores are to expand at growth rates ranging from 24% to 49% per year during 2003-2008. have started spending more on non-food items compared with food products.1% for consumer expenditure.

This young population. channels is helping in creating awareness about global products for local markets. About 47% of India's population is under the age of 20. * Liberalization of the Indian economy which has led to the opening up of the market for consumer goods has helped the MNC brands like Kellogg's. As India continues to get strongly integrated with the world economy riding the waves of globalization.* Rising incomes and improvements in infrastructure are enlarging consumer markets and accelerating the convergence of consumer tastes. A similar phenomenon has swept through all other Asian countries. but the organised sector represents only 2% share of this market.V. will immensely contribute to the growth of the retail sector in the country. .8% by 2006-07. which is technology-savvy. India is the last large Asian economy to liberalize its retail sector. the retail sector is bound to take big leaps in the years to come. In Thailand. Reach of satellite T. The Indian retail sector is estimated to have a market size of about $ 180 billion. to make significant inroads into the vast consumer market by offering a wide range of choices to the Indian consumers. etc. * Shift in consumer demand to foreign brands like McDonalds. * Looking at income classification. etc. Unilever. and display the highest propensity to spend. watch more than 50 TV satellite channels. Sony. this is expected to decline to 17. more than 40% of all consumer goods are sold through the super markets and departmental stores. Most of the organised retailing in the country has just started recently. and has been concentrated mainly in the metro cities. Nestle. and this will increase to 55% by 2015. the National Council of Applied Economic Research (NCAER) classified approximately 50% of the Indian population as low income in 199495. Panasonic. The Internet revolution is making the Indian consumer more accessible to the growing influences of domestic and foreign retail chains.

expects the organized retail industry to continue to grow rapidly. and Poland (12%). ft. especially through increased levels of penetration in larger towns and metros and also as it begins to spread to smaller cities and B class towns. At 6%. Fitch expects organized retail to capture 15%-20% market share by 2010. close to 25mn sq.Organised retailing in India has a huge scope because of the vast market and the growing consciousness of the Consumer about product quality and services. of retail space is being developed and will be available for occupation over the next 36-48 months. and would help in achieving higher GDP growth. A McKinsey report on India says organised retailing would increase the efficiency and productivity of entire gamut of economic activities. even when compared to Brazil (14%). A study conducted by Fitch. the share of employment of retail in India is low. . Fuelling this growth is the growth in development of the retail-specific properties and malls. According to the estimates available with Fitch.

the Rahejas. On account of the fragmented nature of Indian retail industry the inhabitants to stores ratio in India is about 150:1. chemists and pan-bidi (apart from accessories stores). with large mills building their own exclusive stores e.As markets mature. i. the Tatas. Bombay Dyeing etc.g. ITC and scores of others take a plunge into mega retailing? Why is market research. space management.CURRENT STATUS OF RETAIL MARKETING IN INDIA Winds of change sweeping through Retail Industry. there is a store catering to every 150 people. Raymond's. In china the ratio is similar to that of India where as incase of more developed countries the ratio would be higher. promotions etc now a necessary tool in this industry? Retail Economics in India Traditionally retailing has not been a structurally organized industry in India. consumer expectations rise it would be a necessity for small retailers to come together and form innovative and strong supply chain that will cut through distribution and increase margins. ERP. This ratio varies from country to country. What is it that has made the Piramals.e. Retail universe in India comprises large. . For instance in Europe the inhabitant to stores ratio is 2000:1. the number of pan-bidi outlets are steadily rising. Of these –thanks to unemployment. Currently there are about 5130000 retail outlets selling about Rs4790bn worth of products. medium general stores. Organized retail network was seen only in fabrics.

Organized retailing started picking up in Southern India. made an aggressive foray into retailing. It took two years of recession to get this concept of shopping to major cities like Mumbai & Delhi. Chennai and Mumbai. A cash hoard of Rs107bn will enable Lakme to roll out stores aggressively. Its retail chain branded 'Westside' already comprises 4 stores. Recession brought property prices down in these cities. Hyderabad.TURNAROUND TIME In last couple of years this industry has made agile move from its nascent stages. A classic example being.one each in Bangalore.Lakme Ltd. Availability of land at prime locations coupled with cheaper real estate prices (compared to Mumbai & Delhi) made it possible to have multi stored shopping complexes here. . It was during this period of industry slump that big business houses took notice of the potential in retailing. The company after selling off its cosmetic division to HLL.

quality product. Further the number of households earning more than Rs150000 per annum amounts to 30mn today and is expected to grow to 80mn by 2007. music & entertainment (Rs40bn). a mega-retailer. polite salesperson. colour cosmetics (Rs12bn) etc. in Chennai to meet their expansion plans. . Very shortly the market will also witness IPO's for some of these Retail Ventures. Big business houses today are in a position to provide Indian masses with shopping satisfaction. product information and discounts.8% to 6. However changing shopping attitudes of an average customer will make future growth increasingly difficult for unorganized retail sector. this is the only business where one buys in credit and sells for cash.WHAT MAKES IT ATTRACTIVE? Today the number of smaller retailers ($500pa) has shot up from 40% in 1990 to 54% in 1996. organized retailing accounts for 6% of the industry turnover. By 2005 organized retailing will account for 20% the total retailing industry turnover (Rs8300bn). Though margins currently are low due to high property cost and poor infrastructure. ICICI has recently sanctioned term loans to Vivek & co. Thus though large retailers are growing the smaller outlets are growing even faster.Additionally financial institutions are encouraging such ventures. Currently in India. comprising value-added foods (Rs770bn). whereas the number of large stores (turnover of $3000pa) increased from 2. entertainment.5%.

For this the company plans to sell 25. The success story of Shoppers Stop has convinced other business houses to take a leap. has prompted them to start one at South Mumbai in near future. space constraints. Hyderabad and Jaipur. The group has plans of opening about 20 mega apparel stores in next 2 years. Buoyed by a strong increase in private consumption (see graph). is the most happening industry with almost all the big players vying for a share of the coveted pie. Initially. However the success of Crossroads. Raheja Group started a mega Apparels stores in Mumbai. . retailing is one industry that is waiting to explode.1% stake for Rs559mn to Singapore based investor Warburg Pincus.30bn. considered a sunrise industry today after InfoTech. K.Proven success In early 90's. one each at Bangalore. The group has more of such stores.'Shoppers Stop'. narrowed target audience etc. the group was averse to start outlets at South Mumbai for various reasons like low walk-ins. an ardent rival. Within seven years of operations it has a yearly turnover of Rs1. Retailing.

COMPANY PROFILE .

The retail chains which are a part of PRIL include Pantaloons. In the early 1990s. Pantaloons and John Miller brand names... Transmission. 84 billion in the fiscal 2004-05. Food Bazaar.. It became a public limited company in September 1991.. Technology and the Specialties sectors (Refer Exhibit XIII for contribution of business sectors to Group‟sturnover). Entertainment. . The company sold products under the Bare. The first menswear Pantaloons Shoppe outlet was set up in 1993. leading Indian business houses started taking a keen interest in the retailing sector.. Tyres. Retail. The group has more than 20 companies in seven different industries Power. RPG Group The Rama Prasad Goenka or RPG Group registered a turnover of Rs. where real estate at prime locations was available at cheaper rates than in cities like Mumbai and Delhi. Gold Bazaar and the Central Mall.. Pantaloon Retail India Limited (PRIL) is one of the leading retail outlets in India.COMPANY PROFILE Organized retailing in India started picking up in South India in cities like Chennai and Hyderabad. PRIL was incorporated in October 1987 as Manz Wear Private Limited. Pantaloon Retail India Limited (PRIL) Headed by Kishore Biyani (Biyani). Big Bazaar.

Tata Group
The Tata group is one of India's largest business houses. In 2005, the group owned 93 companies in seven business sectors, namely information systems and communications; engineering; materials; services; energy; consumer products; and chemicals, and employs nearly 220,000 people. In 1997, the Tata's sold their Lakme business to Hindustan Lever Limited (HLL) . The group started its retail business in 1998 with the purchase of the Littlewoods retail stores, originally owned by a UK-based firm, in Bangalore...

Raheja Group
The K. Raheja group of companies is among India's largest real estate players. They launched Shopper's Stop way back in October 1991. This was the first mega apparel retail outlet to be established in India. Shoppers' Stop is projected as a Fashion & Lifestyle store for the family. From a single store in 1991, Shopper's Stop has today grown into a 16 store retail chain in major metropolitan cities across India...

Reliance
Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail market. It's expecting its sales to reach Rs. 90,000 crores by 2010.

AV Birla Group
AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis Phillipe, Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in other segments of retail. It will invest Rs. 8000-9000 crores by 2010.

BIG BAZAR

Big Bazaar comes under the Pantaloon Retail India Limited (PRIL). PRIL was early to realize the potential of the huge middle-class population in India. We started the operations with a trouser brand, Pantaloon. In the initial stages we had small format outlets branded Pantaloon Shopee, which were franchise operations realizing the problems associated with franchise model, we decided to have our own retail outlets. They launched the own retail store, “Pantaloon‟s”. In 1997, they launched Big-Bazaar a hypermarket with over 1, 70,000 products as the first offering in value retailing segment. They have introduced the concept of seamless malls in India through the new format Central. We have wide network of Pantaloons stores spread across the country. Hence, apart from retailing lifestyle products, it ventured into value retailing by launching the hypermarket chain. Big Bazaar is a chain that stocks all home need products under one roof; spread over 30,000 square feet of land, across different cities in India. It has been positioned as „Is se sasta aur acha kahin nahi,‟ (Nothing cheaper and better anywhere) indicating the value of stores. Big Bazaar stocks over 200,000 products that include apparel, food products, home appliances and cosmetics. Products are cheaper

than the market price by as much as 5 to 60%. Apparels are cheaper by 25 to 60%while the price difference on the other products varies between 5 to 20%. On Oct. 12, 2001, we launched „Big-Bazaar‟ as offering in the value retailing segment. By removing inefficiencies from the distribution chain we are able to unleash attractive savings, which are passed on to the consumer. Big-Bazaar is India‟s first hypermarket in the discount store format. Big-Bazaar provides more than 2,00,000 itemsfood, grocery, utensils, kitchen needs, home needs, bath needs, toys, stationary, electronics & white goods which are sold at a discount to the maximum retail price. Price is the principal value proposition at these stores. A big driver of the Big Bazaar is the product variety. This is achieved by selling wide range of products & through the “Shop-in-Shop” format. As a result, a typical BigBazaar comprises shops that stocks medicines, optical accessories, camera rolls, bakery products, dry fruits, crockery, glassware, health & beauty products, ladies accessories, electronics infant necessities, watches, clocks, computer accessories, food & beverages, stationary, readymade garments, household appliances, home furnishings, baggage We believe this is a win-win situation as the customer is assured of product availability, the shop owner can benefit of the in structure & we enjoy assured income without needing to stock inventory. Also the shop-in-shop offering is able to increase the customer traffic in to the stores. The Big-Bazaar has been positioned to the customer as a place where the customer can shop for each & everything for which if goes to a market. The number of Big-Bazaar stores has increased from 4 in 2002 to 21 Oct 24, 2005. They have also launched private label initiative in Big-Bazaar. Understanding of the apparel industrial, decades of experience& a vertically, integrated structure provides with more compelling reasons to expand the number of private labels. We have launched a full range of accessories to supplement the apparel business including imitation jewellery, sunglasses, watches, mobile phones etc… Analysts attribute the success of PRIL to cheaper sourcing of products and lower distribution cost. Pantaloons sourced its products through „Consolidators.‟ There was a consolidator for each product category. These consolidators were responsible for

procuring quality goods at the cheapest possible price, and were paid commissions on their sale at the store. The consolidator directly dealt with manufacturers, and as a result the distribution cost could be slashed as no intermediates were involved. In addition to discounts on products through the year, Big Bazaar also held events such as „Kitchen Mela‟, „Trouser Mela‟, etc. to attract customers.

MANAGEMENT OF BIG BAZAAR
Mr. Kishore Biyani, Managing Director Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group. To know more, click here. Mr. Gopikishan Biyani, Wholetime Director

Independent Director Shri Shailesh Haribhakti. Mr. etc. Ambuja Cement Eastern Ltd. including Indian Petrochemicals Corporation Ltd. BIG BAZAAR FOR THE GREAT INDIAN MIDDLE CLASS It is a unit of Pantaloon Retail (India) Ltd and caters to the Great Indian Middle Class. He is on the Board of several Public Limited Companies. Ved Prakash Arya. Chartered Accountants and past president of Indian merchant Chambers. Prior to joining Pantaloon Retail. and a Certified Internal Auditor. he was the CEO of Globus. Mr. Shailesh Haribhakti. 1999. is an engineer by training and is a graduate of the Indian Institute of Management. 50. IT and exports. He is the Deputy Managing Partner of Haribhakti & Co.Gopikishan Biyani. Cost Accountant. is a Chartered Accountant. is a commerce graduate and has more than twenty years of experience in the textile business.. He has been instrumental in the implementation of the various new retail formats. Ahmedabad.000 sqft of space. Wholetime Director Rakesh Biyani. He is on the Board of Company since June 1. retail stores operations. is a commerce graduate and has been actively involved in category management. Its values and missions are to be the best in Value Retailing by providing the cheapest prices and hence go the tag-line “Is se sasta aur achcha kahin nahin” . Director Ved Prakash Arya. It was started as a hypermarket format in Mumbai with approx. Mr.. Rakesh Biyani.

.It sells variety of merchandise at affordable rates. the prices of which it claims are lowest in the city but the level of services offered is also very low.books Electronic Bazaar Footwear Bazaar  Trolleys are not easily available. Dust on shelves as well as some product items.  Little attention to cleanliness. They can be summed up as follows:  Verticals inside the store relates to each category of product o Food Bazaar o M-bazaar o Furniture Bazaar Depot. The following graph shows the retail life cycle and we can say that Big Bazaar is currently at the Growth Stage. Cash flow Flows Maturity Growth Decline Introduction Time OBSERVATION: There were various observations made from the time I entered the store. especially on other than ground floor.  In-house packaging not efficiently done.

It is a bit over-staffed but layout is very good. Tried to stock maximum number in limited area. Shelf space is used very well to stock products with clear distinction. Crowded store interiors. POSITIONING STRATEGY .  Family crowd is evident.  Sign boards are not prominent. Youth comprises of only around 10% of the crowd. Lack of direction creates confusion. Items are arranged in a cluttered way.  Food Bazaar very efficiently managed.

Their customers will not just get what they need. . Everywhere. They shall keep relearning. strength. our ability to learn. growth. shareholders. associates and partners. To strive for a glorious future brings to us our strength. MISSION AND CORE VALUES “Future” – the word that signifies optimism. but also get them where. rewards and perfection. They will not just post satisfactory results. achievement. write rules yet unwritten. They will not just spot trends. we will effect socio-economic development for our customers. Thereby. in Future Group. create new opportunities and new successes. Rewrite Rules. Retain Values. Every time for Every Indian Consumer in the most profitable manner. They will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow. It is this understanding that has helped us succeed. And in this process.COMPANY VISION. And it is this that will help us succeed in the Future. They. do just one thing. They will not just operate efficiently in the Indian economy. we will evolve it. Future encourages us to explore areas yet unexplored. They will write success stories. beauty. employees. unlearn and re-learn our ability to evolve. how and when they need. Group Vision Future Group shall deliver Everything. will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development.

Core Values    Indian ness: confidence in ourselves. making consumption affordable for all customer segments – for classes and for masses. to meet challenges. Leadership: to be a leader. humility and united determination shall be the driving force to make us successful. They shall be efficient.conscious and committed to quality in whatever we do.Group Mission  They 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.   Adaptability: to be flexible and adaptable. They shall ensure that our positive attitude. cost. Simplicity & Positivity: Simplicity and Positivity in our thought. Introspection: leading to purposeful thinking. creating retail realty. . Flow: to respect and understand the universal laws of nature.    They shall infuse Indian brands with confidence and renewed ambition. Valuing and Nurturing Relationships: to build long-term relationships. sincerity. Respect & Humility: to respect every individual and be humble in our conduct. knowledge and information. business Action. both in thought and business.   Openness: to be open and receptive to new ideas.  They will be the trendsetters in evolving delivery formats.

festival offers.Various Strategies After big bazaar coming to India it will be at its introduction stage so it is quite obvious that it will adopt some strategy for attracting the customers. scratch cards. coupons. guarantees and warrantees. offers. so as to sustain in the market and to create a good reputation. They would also give stress on providing the prompt services like home delivery. . high advertisements. Gaming zone and restaurant Promotional activities like advertisement. The strategy which they would adopt is that they will have low price. Following are some additional strategies they require to adopt:       Thorough market research Site selection and evaluation Employee search and training Less premium and low price branded goods in merchandise assortment. While formulating strategies we should keep in mind that strategies should be flexible. after sales services. seasonal discounts. it would offer different kind of schemes. etc. discounts. This is helpful to change or revival of strategy.

CONSUMER BEHAVIOUR AND RETAILING DECISIONS CONSUMER BEHAVIOUR AND RETAILING DECISIONS: .

friends. . social class and reference groups. Social Factors Social factors refer to forces that other people exert and which affect consumers‟ purchase behavior. It also tries to assess the influence on the consumer from groups such as family. sociopsychology. sociology.Consumer behavior refers to the mental and emotional process and the observable behavior of consumers during searching. A. anthropology and economics. These social factors can include culture and subculture. when they buy and why they buy. what they buy. reference groups and society in general. Consumer behavior involves study of how people buy. Buyer behavior has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone. purchasing and post consumption of a product or service. roles and family. Factors Affecting Consumer Buying Behaviour Consumer buying behavior is influenced by the major three factors:    Social Factors Psychological Factors Personal Factors. It blends the elements from psychology.

perception. lifestyle. The major forces include motives. and situational factors. learning.B. Psychological Factors These are internal to an individual and generate forces within that influence her/his purchase behavior. C. . Personal Factors These include those aspects that are unique to a person and influence purchase behavior. These factors include demographic factors. attitude and personality.

Consumer decision-making process generally involves five stages: Information Search Problem Recognition Purchase Action Alternative Evaluation Post purchase Actions .

Consumer Attribute affecting choice of format between organized and unorganized Retail .

Primary research may be required to identify the brands in the evoked set. in the South. brand second (iii) Brand and retail outlet simultaneously. especially where `category killers' exist. consumers may think of the retail outlet initially and then the brands (television. A `brand first' dimension may need feature-based advertising and a `retail outlet first' dimension may require a set of point-of-purchase (POP) materials and special training to sales personnel to recognize the needs of consumers. retail outlet second (ii) Retail outlet first. Local advertising with the mention of brand names which have already got into the evoked set would enable consumers to be `pulled' to the outlet. A consumer wanting to buy a car may collect information on brands and purchase it from a retail outlet based on his perception of price offered or after sales service provided by the outlet (typically. search for information on brands is followed by retail outlet selection in durables). especially in the Indian context where dealers develop a social relationship with consumers. . Primary research could be used to discover the specific sequence involved in a situation of this kind. which a consumer can follow and they could be: (I) Brand first. especially in semiurban and rural areas. Brand first and outlet second: The brand was probably thought of by the consumers because(i) the consumers may not have developed a relationship with any retailer which is strong enough to get into the `evoked retail set' or (ii) the brand has got into the evoked set because of advertising or positive word of mouth. In certain product categories. One more dimension may be to compare brands in the evoked set at retail outlets which also exist in an evoked set of their own. refrigerator and audio products retailed through outlets like Vivek and Co.RETAIL OUTLET SELECTION AND BRAND SELECTION: There are three fundamental patterns. could be an example). This is highly possible.

ORGANIZED VS UNORGANIZED RETAIL .

wholesalers and distributors who carry products from industrial suppliers and agricultural producers to the independent family-owned shops and open markets remain a critical part of the supply chain in these countries. such as hypermarkets. superstores. 2006 CountryTotal Retail Sales (US$ bn) USA Japan China United Kingdom France Germany India 2. the retailing business continues to be dominated by family-run neighbourhood shops and open markets.182 785 475 436 421 322 Share of Organized Retail (%) 85 66 20 80 80 80 4 Source: Planet Retail and Technopak Advisers Pvt. Ltd .2: Share of Organized Retail in Selected Countries. discount and convenience stores are widely present in the developed world.Organized vs Unorganized Retail: In the developed economies. Modern retail formats.983 1. the unorganized sector dominates the retail business. whereas in developing economies. In developing countries. Table 2.2). supermarkets. whereas such forms of retail outlets have only just begun to spread to developing countries in recent years. As a consequence. organized retail is in the range of 75-80 per cent of total retail. The share of organized retail varies widely from just one per cent in Pakistan and 4 per cent in India to 36 per cent in Brazil and 55 per cent in Malaysia (Table 2.

RESEARCH METHODOLOGY .

Hence.RESEARCH METHODOLOGY The purpose of methodology is to describe the process involved in research work. The advance learner‟s dictionary of current English lay down the meaning research as a careful investigation & inquiry specially search for new facts in any branch knowledge. This is descriptive in nature because study is focused on fact investigation in a well structured from and is based on primary data. . One can also define research as a scientific & systematic search for pertinent information on a specific topic. RESEARCH PLAN · Type of study: For completing my study I have gone for sample study because looking at the size of population & the time limitation it was not convenient for me to cover entire population. In fact. data collection method. Research Design Research Design is the arrangement for conditioned for data collection & analysis of data in a manner that aims to combined relevance to research purpose with economy in procedure. The research conducted by me is a descriptive research. the field survey and the analysis of data. Research is a common parlance refresh to a search for knowledge. A research design is a master plan or model for the conduct of formal investigation. It is blue print that is followed in completing study. I have gone for sample study rather than census study. This includes the overall research design. research is an art of scientific investigation.

Steps in Sampling Sampling Frame: The list of sampling units from which sample is taken is called sampling frame. evaluate and co-operative.Sampling Plan A sample design is a definite plan for obtaining a sample from a given population. SAMPLING SIZE: Total sample size is 25. It refers to the technique or the procedure that researcher would adopt in selecting items to be inched in the sample i. Sampling plan is determined before data are collected. the size of sample. .e. SAMPLING PROCEDURE: The selection of respondents were accordingly to be in a right place at a right time and so the sampling were quite easy to measure. It was a randomly area sampling method that attempts to obtain the sample of convenient.

ANALYSIS OF DATA ANALYSIS OF DATA: Data collected through questionnaire is being processed . Age wise distribution: A) <20 [ 12 RESPONDENTS ] .This processed data is: a.

45 out of 100 are young age people. Gender wise distribution: A) MALE [ 58 RESPONDENTS ] B) FEMALE [ 42 RESPONDENTS ]  On the basis of above respondents the figures shows that maximum respondents i. 58 out of 100 are males. b. It means maximum no of customers belongs to young age group.e.B) 20-29 C) 30-39 D) >40 [ 45 RESPONDENTS ] [25 RESPONDENTS ] [18 RESPONDENTS]  On the basis of above respondents the figures shows that maximum respondents i. It means maximum no of customers are male in malls due to family responsibility. c. Education wise distribution: A) HIGH SCHOOL B) LESS THAN GRADUATION C) GRADUATION D) POST GRADUATION [ 08 RESPONDENTS] [ 12 RESPONDENTS ] [ 32 RESPONDENTS ] [ 32 RESPONDENTS ] E) PROFESIONAL QUALIFICATION [ 16 RESPONDENTS ] .e.

It means maximum no of customers are belonging to upper middle class. On the basis of above respondents the figures shows that maximum respondents i.e.000 [ 20 RESPONDENTS ] D) MORE THAN Rs 50. Income wise distribution: A) LESS THAN Rs 20. d. .000 [ 28 RESPONDENTS ] B) BETWEEN Rs 30.000 [ 12 RESPONDENTS ]  On the basis of above respondents the figures shows that maximum respondents i.e. It means maximum no of customers are educated and aware about retail store. 32 out of 100 are graduates and 32 out of 100 are post graduate. 48 out of 100 are having monthly income between Rs 30.000 to 40.000 [ 48 RESPONDENTS ] C) BETWEEN Rs 40.001 TO 50.000 TO 40.000.

Q1. If organized then what type of organized stores? .What type of retail stores you prefer? A) Organized B) Unorganized C) Both Organized 60% Unorganized 30% Both 10% Chart Title Both 10% Unorganized 30% Organized 60% Q2.

If Unorganized then what type of unorganized stores? A) Kirana Shops B) Small society shops .A) Branded Showrooms B) Malls Branded Showrooms 51% Malls 49% Organized Stores 0% 0% Malls 51% Branded Showrooms 49% Q3.

Kirana Shops 65% Small Society Shops 35% Unorganized Stores Unorganized Stores 70% 60% 50% 40% 30% 20% 10% 0 0% Kirana shops Small society shops 0 35% 65% Q4. Do you think is there any price difference between products of organized and unorganized stores? A) Yes B) No .

Do you think organized stores provide more facilities then unorganized stores? A) Yes B) No Yes No .Yes 60% No 40% Pricing 70% 60% 60% 50% 40% 40% Pricing 30% 20% 10% 0 0% Yes No 0 Q5.

25% 25% Facilities Provided Facilities Provided 80% 70% 60% 50% 40% 30% 20% 10% 0 0% Yes No 0 25% 75% Q6. Do you find any quality difference between the products of both the stores? A) Yes B) No Yes 45% No 55% .

Quality difference 60% 50% 40% 30% 20% 10% 0 0% Yes No 0 55% 45% Quality difference Q7. Do you think that the price difference is due to the extra facilities provided by the organized stores? D) Yes E) No Yes 80% No 20% .

Charge for facilities Charge for facilities 90% 80% 80% 70% 60% 50% 40% 30% 20% 20% 10% 0 0% Yes No 0 Q8. Is the method of payment in organized stores is better then unorganized stores? A) Yes B) No Yes 60% No 40% .

Do the facilities provided by organized stores attract you? A) Yes B) No Yes 65% No 35% .Method Of payment Method Of payment 70% 60% 60% 50% 40% 40% 30% 20% 10% 0 0% Yes No 0 Q9.

Which store do you find more comfortable for shopping? A) Organized B) Unorganized Organized 55% Unorganized 45% .Attracted by facilities Attracted by facilities 70% 65% 60% 50% 40% 35% 30% 20% 10% 0 0% Yes No 0 Q10.

Organized Unorganized 45% 55% .

FINDINGS .

Maximum no of customers belongs to young age group. Maximum no of customers are male in malls due to family responsibility. Maximum no of customers are educated and aware about retail store. Maximum no of customers are belonging to upper middle class. Age is one of the most important factors responsible for the changing preference of customers. Brand Choice of customers is changing and this is also influencing shift from kirana to convenience store. Maximum no of customer are preferred Shopping Malls for purchasing.FINDINGS              Customer‟s preferences for grocery shopping are gradually shifting from local kirana stores to organized convenience stores. Payment through credit cards is increasing purchases from convenience store. . Maximum no of customers are time conscious and desire for many brand under one roof. It means maximum no of customers having nucleur family. Maximum no of customers are price conscious so maximum customers belongs to middle class. Maximum no of customers did not compromise quality with discount and offers. .

SUGGESTIONS .

2. 5. The organized FMCG retail outlets should also provide the credit facility to the lower class customers so that they can increase their market share.SUGGESTIONS 1. The organized FMCG retail outlets should increase the no. The organized FMCG retail outlets should also provide the mobile van facility in the areas which are far away from the stores. 3. 4. . The organized FMCG retail outlets should provide the free home delivery facility. of billing counters in their outlets. The organized retail outlets should improve the quality of Vegetables & fruits they provide to customers.

CONCLUSION .

various business houses have already planned for few investments in the coming 2-3 years. Increase in literacy. And. directly or indirectly. is also bringing in slow changes in lifestyle in the smaller towns of India. Lastly I want to conclude my project in some points- . And the share of organized sector will grow rapidly.. have all resulted in narrowing down the spending differences between the consumers of larger metros and those of smaller towns. greater availability and penetration of a variety of consumer goods into the interiors of the country. furnishing stores and chemist shops. And though the retailers will have to face increasingly demanding customers. positive changes in the quality of life in the metros and bigger towns. and intensely competitive rivals. in the form of mall and shopping center builders and managers. The country is witnessing a period of boom in retail trade. retailing in India is surely poised for a takeoff and will provide many opportunities both to existing players as well as new entrants. apart from bringing in sweeping. New formats like super markets and large discount and department stores have started influencing the traditional looks of bookstores. exposure to media. mainly on account of a gradual increase in the disposable incomes of the middle and upper-middle class households. more investments will keep flow in.CONCLUSION The past 4-5 years have seen increasing activity in retailing. The retail revolution. More and more corporate houses including large real estate companies are coming into the retail business.

.  Most of the family wants to purchase from big showrooms and malls because there are no bargaining system so the have a trust that there is no cheating.  The young generation is fashion & show-off conscious so retail outlets are mainly focused on them. of customers.  Big retail stores are running customer loyalty programmes which has increased profits and no.  The main strength of most of the retail outlets are providing attractive offers to attract customers.  The shopping malls & retail outlets are targeting to middle class customers because the purchasing power of this class is rapidly growing as well as the class is also growing. The customers are attracting towards shopping malls & retail outlets.

LIMITATIONS OF THE STUDY .

3. Hence the respondents of some localities could not be covered. The biasness and hesitation of the respondents in giving the answers to certain questions 4.LIMITATIONS 1. While conducting the survey the biggest problem faced was the very wide and vast geographical area of the city and resources were limited. . Another problem was that some people were suspicious about the survey and they refused to disclose their identity and answering the questions. Time and money constraint was the limiting factor for the research. 2. Few respondents were not available at the time of taking the feedback. 5.

QUESTIONNAIRE QUESTIONNAIRE Questionnaire on Consumer‟s changing Buying Behavior. .

001 TO 50. Income wise distribution: A) LESS THAN Rs 20.000 Q1. Education wise distribution: A) HIGH SCHOOL B) LESS THAN GRADUATION C) GRADUATION D) POST GRADUATION d.000 D) MORE THAN Rs 50.000 C) BETWEEN Rs 40. Age wise distribution: A) <20 B) 20-29 C) 30-39 D) >40 b.000 TO 40. What type of retail stores you prefer? A) Organized B) Unorganized C) Both .a.000 B) BETWEEN Rs 30. Gender wise distribution: A) MALE B) FEMALE c.

Do you think is there any price difference between products of organized and unorganized stores? C) Yes D) No Q5. Do you find any quality difference between the products of both the stores? C) Yes D) No Q7) Do you think that the price difference is due to the extra facilities provided by the organized stores? F) Yes G) No .Q2. If organized then what type of organized stores? C) Branded Showrooms D) Malls Q3. Do you think organized stores provide more facilities then unorganized stores? C) Yes D) No Q6. If Unorganized then what type of unorganized stores? C) Kirana Shops D) Small society shops Q4.

Is the method of payment in organized stores is better then unorganized stores? C) Yes D) No Q9. Do the facilities provided by organized stores attract you? C) Yes D) No Q10. Which store do you find more comfortable for shopping? C) Organized D) Unorganized .Q8.

BIBLIOGRAPHY .

com www. ----Kotler & Keller Marketing Management in Indian Perspective ----V.businessworld.retailyatra. M. Namakumari Retail management ---Levy & Weitzs WEBSITES:www. September 2008 http://ssrn.tataretail.BIBLIOGRAPHY Goswami.net www.aboutus. 2009. Would Indian consumers move from kirana store to organized Retailers when shopping for groceries.htm www.retailbiz. S. 1 ICRIER journal paper.emraldinsight/1355-5855. Asia Pacific Journal of Marketing and Logistics. Vol.retailindia.com www.Fibre2fashion.com www.com www.com/industry-article www. No.in . P and Mishra. Ramaswamy & S.com/abstract=994238 BOOKS:Marketing Management. 20.