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Customer engagement (CE) is the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or companyled and the medium of engagement can be on or offline. Customer engagement has been discussed widely online; hundreds of pages have been written, published, read and commented upon. Numerous high-profile conferences, seminars and roundtables have either had CE as a primary theme or included papers on the topic. Customer engagement marketing places conversions into a longer term, more strategic context and is premised on the understanding that a simple focus on maximising conversions can, in some circumstances, decrease the likelihood of repeat conversions (Customer engagement interview with Richard Sedley). CE aims at long-term engagement, encouraging customer loyalty and advocacy through word-of-mouth. Online customer engagement is qualitatively different from offline engagement as the nature of the customer’s interactions with a brand, company and other customers differ on the internet. Discussion forums or blogs, for example, are spaces where people can communicate and socialise in ways that cannot be replicated by any offline interactive medium. Customer Engagement marketing efforts that aim to create, stimulate or influence customer behaviour differ from the offline, one-way, marketing communications that marketers are familiar with. Although customer advocacy, for example, has always been a goal for marketers, the rise of online user generated content can take advocacy to another level. The concept and practice of online customer engagement enables organisations to respond to the fundamental changes in customer behaviour that the internet has brought about, as well as to the increasing ineffectiveness of the traditional 'interrupt and repeat', broadcast model of advertising. Due to the fragmentation and specialisation of media and 2
audiences, as well as the proliferation of community- and user generated content, businesses are increasingly losing the power to dictate the communications agenda. Simultaneously, lower switching costs, the geographical widening of the market and the vast choice of content, services and products available online have weakened customer loyalty. Enhancing customers' firm- and market- related expertise has been shown to engage customers, strengthen their loyalty,and emotionally tie them more closely to a firm. So today, leveraging customer contributions is an important source of competitive advantage – whether through advertising, user generated product reviews, customer service FAQs, forums where consumers can socialise with one another or contribute to product development. Amazon recently re-branded into 'serving the world's largest engaged online community', the World Federation of Advertisers (WFA) has created a 'Blueprint for ConsumerCentric Holistic Measurement' and the Association of National Advertisers (ANA), American Association of Advertising Agencies (AAAA) and the Advertising Research Foundation (ARF), have put together the 'Engagement Steering Committee' to work on the customer engagement metric. Nielsen Media Research, IAG Research and Simmons Research are also all in the process of developing a CE definition and metric. Definition In March 2006, the Advertising Research Foundation announced the first definition of customer engagement the first definition of CE at the re:think! 52nd Annual ARF Convention and Expo: "Engagement is turning on a prospect to a brand idea enhanced by the surrounding context." However, the ARF definition was criticized by some for being too broad.
consideration. purchase and retention. mass. In August 2006. rather. Marketers employ connection strategy to speak to would-be customers at each stage. or customer journey. 'interrupt and repeat' advertising model. Because the various definitions often focus on entirely different aspects of CE. has been described using a myriad of terms but most often consists of five different stages: awareness. This customer engagement cycle." At the moment the ARF. they are not in every case competing definitions but. Nielsen Media Research. inquiry. The need for customer engagement CE-marketing is necessitated by a combination of social. World Federation of Advertisers. or placing advertisements. towards purchase. This is due to: • Customer audiences are smaller and specialist: The fragmentation of media and audiences and the accompanying reduction of audience size have reduced the effectiveness of the traditional top-down. illuminate CE from different perspectives. When conducting search engine marketing and search engine optimization. IAG Research and Simmons Research are in the process of developing a definition and a metric for CE. 4 . Eric Peterson's definition for example frames CE as a metric: "Engagement is an estimate of the degree and depth of visitor interaction against a clearly defined set of goals. marketers must devise media and/or keywords and phrases that encourage customer flow through the customer engagement cycle. with media that addresses their particular needs and interests. McKinsey & Co published a report which said that by 2010 traditional TV advertising will only be one-third as effective as it was in 1990. Businesses are losing the power to dictate the communications agenda: The effectiveness of the traditional 'interrupt and repeat' model of advertising is decreasing.Customer engagement can also refer to the stages consumers travel through as they interact with a particular brand. technological and market developments: 1.
In combination with lower switching costs. ContextWeb analysts found marketers who promote on sites like Facebook and New York Times are not as successful at reaching consumers while marketers who promote more on niche websites have a better chance of reaching their audiences. The increasing ineffectiveness of TV advertising due to the shift of consumer attention to the internet. Instead of trying to position a product using a couple of static messages that will themselves become the subject of conversation amongst a target market that has already discussed. marketers have also increased spending in online communication. businesses lose the power of shouting over everyone else. The proliferation of media that provide consumers with more control over their advertising consumption (subscription-based digital radio and TV for example) and the 5 . In addition new media themselves provide consumers with more control over their advertising consumption. • Customer audiences are also broadcasters: A company's position is no longer just inside consumers' minds. access to channels and physical assets) and the geographical widening of the market due to the internet have brought about increasing competition. they can rely on CGM. As they increasingly speak their minds with the power for circulation and permanence of CGM. Decreasing brand loyalty: The lowering of entry barriers (such as the need for a sales force. within new media. easier access to information about products and suppliers and increased choice customer loyalty is hard to achieve. Forrester Research's North American Consumer Technology Adoption Study shows people in the 18-26 age group spending more time online than watching TV. This also means that consumers can now choose not only when and how but.The adoption of new media. to control advertising consumption and the decrease in audience size is bringing about a progressive shift of advertising spending online. positioned and rated the product. In response to the fragmentation and increased amount of time spent online. also. 2. if they will engage with marketing communications. the ability. companies must join in.
0 consumers have gained must. As Max Kalehoff suggests. Stimulating a consumer’s engagement with a brand is the only way to increase brand loyalty and. technological and market developments outlined above. business opportunities can be identified. That way. Although offline CE predates online CE. CE marketing begins with understanding the internal dynamics of these developments and. quantified through 'old school' marketing performance metrics. the behaviour and engagement of consumers online. People also engage online in communities that do not necessarily revolve around a particular product. The control Web 2. for instance on MySpace. it is the attempt to create an engaging dialogue with target consumers and stimulate their engagement with the brand. therefore. especially. CE is the solution that marketers have devised in order to come to terms with the social. and will be. People's online engagement with one another has brought about both the empowerment of consumers and the opportunity for businesses to engage with their target customers 6 . the latter is a qualitatively different social phenomenon unlike any offline CE that social theorists or marketers are familiar with. In a nutshell. consumer-generated media should play a massive role in our understanding and modelling of engagement. the internet is the primary vehicle for doing so. "the best measure of current and future performance".simultaneous decrease of trust in advertising and increase of trust in peers point to the need for communications that the customer will desire to engage with. Customer engagement as a social phenomenon Online inter-customer engagement is a recent social phenomenon that came about through the wide diffusion and adoption of the internet in western societies during the late 1990s. although they often do. Although this must take place consistently both on and off-line. The people in one's MySpace friend's list do not necessarily all share a single consumption habit. but serve as meeting or networking places.
A reader understood the content and remembers it Applied ." A customer's degree of engagement with a company lies in a continuum that represents the strength of his investment in that company. after reading negative online reviews. What is important in measuring degrees of involvement is the ability of defining and quantifying the stages on the continuum. psychological or physical investment a customer has in a brand. Creating and stimulating customer engagement behaviour has recently become an explicit aim of both profit and non-profit organisations in the belief that engaging target customers to a high degree is conducive to furthering business objectives.A reader read the content Understood . One popular suggestion is a four-level model adapted from Kirkpatrick's Levels: • • • • Click . Positive experiences with the company strengthen that investment and move the customer down the line of engagement.A reader arrived (current metric) Consume .online. A 2011 market analysis revealed that 80% of online customers. while 87% of consumers said a favorable review has confirmed their decision to go through with a purchase.A reader applies the content in another venue 7 . In its adaptation by Richard Sedley the key word is 'investment'. Shevlin's definition of CE is well suited to understanding the process that leads to an engaged customer. report making alternate purchasing decisions. Customer engagement as consumer behaviour CE behaviour became prominent with the advent of the social phenomenon of online CE. "Repeated interactions that strengthen the emotional.
Concerns have. Increasing the engagement of target customers increases the rate of customer retention. Word of Mouth advertising. been expressed as regards the measurability of stages three and four. Engagement extends beyond mere satisfaction. encompassing a host of sub-aspects of behaviour such as loyalty. involvement. Degrees of Engagement Low Adoption Medium Collaborative Filtering High Content Creation Highest Social Rating.Retention: Highly engaged consumers are more loyal. for a continuing relationship with customers.advocacy: Highly engaged customers are more likely to engage in free (for the company). Commenting. to group Favouritising Upload (User Generated Content). Tagging. Word of Mouth advertising . • • Loyalty . Fan Networking. credible (for their audience) Word of 8 . Vlogging The following consumer typology according to degree of engagement fits well to Ghuneim's continuum. complaining and more. satisfaction. • Satisfaction: Satisfaction is simply the foundation. however. Another popular suggestion is Ghuneim's typology of engagement. Adding Friends. Blogging. Voting. and the minimum requirement. Bookmarking. community Create Fan participation. Adding Endorsing. Create Community mash-ups. • • • • Creators (smallest group) Critics Collectors Couch Potatoes (largest group) Engagement is a holistic characterisation of a consumer's behaviour. Podcasting.
overlapping folksonomies through tagging. an engaged relationship is probably the only guarantee for a return on your organisation's or your clients' objectives. categorise and rate the market from head to tail. • Awareness ." Simply attaining a high level of customer satisfaction does not seem to guarantee the customer's business. • Marketing intelligence: Highly engaged customers can give valuable recommendations for improving quality of offering. they tend to actively elaborate on its central idea. This brings about high degrees of central processing and recall. creating multiple.Effectiveness of communications: When customers are exposed to communication from a company that they are highly engaged with. From this point of view. "CE is the best measure of current and future performance. This can drive new customer acquisition and can have viral effects. • Filtering: Consumers filter. but will address the company directly instead. The behavioural outcomes of an engaged consumer is what links CE to profits. • Complaint-behaviour: Highly engaged customers are less likely to complain to other current or potential customers. reviewing. 60% to 80% of customers who defect to a competitor said they were satisfied or very satisfied on the survey just prior to their defection. rating and recommending. The main difference between traditional and customer engagement marketing is marked by these shifts: • From 'reach or awareness focused' marketing communications and their metrics (GRP or pageview) towards more targeted and customised interactions that prompt the consumer to engage with and act on the content from the outset.Mouth advertising. 9 .
online spaces. • Community development: Helping target customers develop their own communities or create new ones. cost or technical skills. categorise and rate.• From absolute distinctions and barriers between an organisation and its target customers towards the participation of consumers in product development. to market their products. And to the extent they cannot. that they are willing to do so for free. formal B2C and B2E interaction to continuing. Yahoo LAUNCHcast. customer service and other aspects of the brand experience. decentralised and personalised communications initiated by either party. with little effort. that connection is reinforced. Being able. iTunes. to create their own online localities. and Rhapsody encourage their consumers to filter. Netflix. there may well be a stylistic connection between them. They realise consumers are not only much more adept at creating highly-targeted taxonomies (folksonomies) given that they are more adept at delineating the segment they themselves constitute. also. despite the fact that one’s categorised as 'downtempo' and the other 'beats and breaks'. If enough people like the band Groove Armada as well as the band The Crystal Method. Specific marketing practices involve: • Encouraging collaborative filtering: Google. and if the positive ratings continue to come in. top-down. that is. • From one-way. dialogic. Such strong associations tell Yahoo! to put the two on the same playlist more often. a large percentage of the filtering and rating takes place in non-sponsored. 10 . they do it for them. • Community participation: (See Communal marketing) Consumers do not filter and rate companies and their offerings within company websites only. Amazon. (Anderson 2006:101) Amazon does the same with their ‘customers who bought this item also bought…’ recommendations. Organisations must go and meet their target customers at their favoured online hangouts to not only listen but also participate in the dialogue. but.
including internet marketing. Customer engagement as a metric All marketing practices. Create a blog where technical support staff and customers can communicate directly. b) Measuring Effectiveness: Measure how successful CE-marketing efforts have been at engaging target customers. including budgets and media placement. • Product co-development: Create a blog where product developers and consumers can communicate directly. include measuring the effectiveness of various media along the customer engagement cycle. v-cards etc. 11 . or want to engage.• Help consumers engage with one another: Give them content (viral podcasting. videocasting. Often the use of CVP Analysis factors into strategy decisions. The CE metric is useful for: a) Planning: • • Identify where CE-marketing efforts should take place. • Solicitation of user generated content: Engage them directly or indirectly with your product by giving them the means or incentive to create user generated content.) they can use to engage with one another. with the company or offering. games. as consumers travel from awareness to purchase. • Customer self-service: Help them create a customer service FAQ in wiki or blog format. which of the communities that the target customers participate in are the most engaging? Specify the way in which target customers engage.
It is not enough to know that a website has 500 highly engaged members. As a metric for effectiveness." In order to be operational. Eric Peterson's definition also frames CE as a metric: "Engagement is an estimate of the degree and depth of visitor interaction on the site against a clearly defined set of goals. it is imperative to know what percentage are members of the company's target market. Scott Karp suggests. but it is not necessary to distinguish between engaging with the communication and with the product since CE behaviour deals with. and is influenced by. CE is the solution to the same intractable problems that have long been a struggle for old media: how to prove value. % repeat visits Recency of visit Depth of visit (% of site visited) 12 . The CE-metric is synthetic and integrates a number of variables." ARF envisages CE exclusively as a metric of engagement with communication. CE-metrics must be combined with psychodemographics. involvement with both.The importance of CE as a marketing metric is reflected in ARF's statement: "The industry is moving toward customer engagement with marketing communications as the 21st century metric of marketing efficiency and effectiveness. The following items have all been proposed as components of a CE-metric: Root metrics • • • • • Duration of visit Frequency of visit (returning to the site directly – through a URL or bookmark or indirectly). The World Federation of Advertisers calls it 'consumer-centric holistic measurement'. for instance.
Industry standard: According to some. be developed in addition to a comparative. industry-wide one. • Relative weighting: The relative weighting associated with each CE-component in an algorithm. organisation. tags.• • • • • • • • • • • • • • Click-through rate Sales Lifetime value Action metrics RSS feed subscriptions Bookmarks. the following issues must be resolved: • Flexible metric vs. CE "measurement has never been one size fits-all" but should vary according to industry. Ratio between posts and comments plus trackbacks. ratings Viewing of high-value or medium-value content (as valued from the organisation’s point-of-view). corporate clients and even agencies also desire some type of solid index. Other exponents of a flexible CEmetric include Bill Gassman in his comments to ‘How do you calculate engagement? Part I’. Inquiries Providing personal information Downloads Content resyndication Customer reviews Comments: their quality is another indicator of the degree of engagement. is subscribing to RSS more important than contributing a comment? If yes how much more important exactly? Relative weighting links up with the issue of flexible vs. 'Depth' of visit can be combined with this variable. For instance. business goal etc. standardised metrics: Is the 13 . Internal metrics could. perhaps. On the other hand. In selecting the components of a CE-metric. Eric Peterson shares Gassman's views.
Duration of visit for example suffers from (a) failing to capture the most engaged users who like to peruse RSS feeds. organisation. (b) inaccuracy arising from leaving a tab open during breaks. business goals etc. etc.? • Component measurability: Most of the components of a CE-metric face problems of measurement. • Length of measurement: For how long must the various CE components be measured if CE is to reflect loyalty rather than short-term. stopping to converse with co-workers. faddish engagement? 14 .relative weighting going to be solid – as will be required if the CE-metric is to be standardised – or is it going to differ depending on the industry.
RESEARCH METHODOLOGY 15 .
These rules are broadly similar but may vary slightly between the different fields of science.RESEARCH METHODOLOGY OBJECTIVES OF THE STUDY • To analyze the Customer Engagement at Myways. According to Clifford Woody research comprises defining and redefining problems. The term Research methodology is an academic activity and as such the term should be used in technical sense. MEANING OF RESEARCH “Research” includes any gathering of data. information and facts for the advancement of knowledge. a movement from the known to the unknown. organizing and evaluating data. Research must be systematic and follow a series of steps and a rigid standard protocol. 16 . • To know the customers view towards MyWays as a brand. MEANING OF RESEARCH METHODOLOGY The word research methodology comes from the word “advance learners dictionary” meaning of research as a careful investigation or inquiry specially through search for new facts in any branch of knowledge for example some authors have defined research methodology as systematized effort to gain new knowledge. Research Methodology can consider research as movement. making deduction and reaching conclusions and then testing of the conclusion to determine whether they fit the in the formulating hypothesis. formulating hypothesis or suggested solutions. • To analyze the customers overall shopping experience in MyWays. collecting.
measurement and analysis of data.Analysis of past data a helps the management of the company to plan its future polices according to the external environment. Any sound research must have a proper design to achieve the required result. RESEARCH DESIGN A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. time and money. where. how much. TYPES OF RESEARCH Descriptive : Descriptive Research includes survey and fact finding enquiries of different kinds. Decisions regarding what. by what means concerning an inquiry or research study constitute a research design. Conclusive because after conducting the study the researcher comes to a decision which is precise and rational. study has been taken up financial analysis of the company.In fact the research design is a conceptual structure within which the research is conducted It constitute the blue print for the collection. Based on this. when. 17 . The study conducted is a conclusive descriptive statistical study. Research design is needed because it facilitates the smooth sailing of the various research operations thereby making research as efficient as possible yielding maximal information with minimal expenditure of effort. this study id constructed on the basis of descriptive design.
SAMPLE DESIGN This project is special in nature and therefore method used for sample technique in convenient sampling method. The respondents may be biased.TYPES & SOURCES OF DATA PRIMARY DATA SOURCES • Through interaction with respondents. The respondents were limited and cannot be treated as the whole population. This method was used because it was not know previously as to whether a particular person will be asked to fill the questionnaire. various official site of the Company. The method used for sample technique was convenience sampling method. • Journals & Magazine In this study both Primary and Secondary Data has been used. 2. Some of the software’s used for making this project will be Ms Word and Ms Excel. LIMITATIONS 1. SECONDARY DATA SOURCES: • Through internet. Convenient sampling is used because only those people were asked to fill the questionnaires who were easily accessible and available to the researcher. • Through pamphlets and brochures of the Company. SAMPLE SIZE 100 respondents TOOLS OF ANALYSIS I have used Structured Questionnaire Method. 18 .
6. The accuracy of indications given by the respondents may not be consider adequate 4. 5. 7.3. Resources were limited. 19 . Inspite of precautions taken there are certain procedural and technical limitations. Lack of sufficient time to exhaust the detail study of the above topic became a hindering factor in my research. Respondents are not willing to respond properly.
SECTOR PROFILE 20 .
Carrefour and Tesco. Indian central government denied foreign direct investment (FDI) in multi-brand retail. both in opposition and in support of the reforms. Until 2011. India is one of the fastest growing retail markets in the world. IKEA announced it had applied for permission to invest $1. Even single-brand retail was limited to 51% ownership and a bureaucratic process. but imposed the requirement that the single brand retailer source 30 percent of its goods from India. These market reforms paved the way for retail innovation and competition with multi-brand retailers such as Walmart. The announcement sparked intense activism.9 billion in India and set up 25 retail stores.SECTOR PROFILE Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its GDP. and Apple. forbidding foreign groups from any ownership in supermarkets. In June 2012. In January 2012. Nike. under pressure from the opposition. As of 2013. In 2010. The Indian retail market is estimated to be US$ 450 billion and one of the top five retail markets in the world by economic value.3% of Indian population). as well single brand majors such as IKEA.2 billion people. and these were present only in large urban centers. Indian government placed the retail reforms on hold till it reaches a consensus. India's central government announced retail reforms for both multi-brand stores and single-brand stores. with 1. India approved reforms for single-brand stores welcoming anyone in the world to innovate in Indian retail market with 100% ownership. Indian government continues the hold on retail reforms for multi-brand stores. India's retail and logistics industry employs about 40 million Indians (3. An analyst from Fitch Group stated that the 30 21 . In December 2011. India's retailing industry was essentially owner manned small shops. larger format convenience stores and supermarkets accounted for about 4 percent of the industry. convenience stores or any retail outlets. In November 2011.
Organized retailing. for example. it required government approval. the Government of India formally notified the FDI reforms for single and multi brand retail. These include the publicly traded supermarkets. subject to approvals by individual states. refers to trading activities undertaken by licensed retailers. and also the privately owned large retail businesses. the local corner shops.percent requirement was likely to significantly delay if not prevent most single brand majors from Europe. the government of India announced the opening of FDI in multi-brand retail. Unorganized retailing. The approval requirement was relaxed. Supermarkets and similar organized retail accounted for just 4% of the market. Organized retailing was absent in most rural and small towns of India in 2010. The government managed to get the approval of multibrand retail in the parliament despite heavy uproar from the opposition. On 20 September 2012. hand cart and pavement vendors. etc. etc. convenience stores. Tesco and Carrefour to open while other states will not. but caused protests and an upheaval in India's central government's political coalition structure. Background Growth over 1997-2010 India in 1997 allowed foreign direct investment (FDI) in cash and carry wholesale. USA and Japan from opening stores and creating associated jobs in India. that is. On 7 December 2012. owner manned general stores. corporate-backed hypermarkets and retail chains. income tax. thereby making it effective under Indian law. those who are registered for sales tax. paan/beedi shops. on the other hand. Some states will allow foreign supermarkets like Walmart. On 14 September 2012. This decision wa welcomed by economists and the markets. Then. the Federal Government of India allowed 51% FDI in multi-brand retail in India. refers to the traditional formats of lowcost retailing. 22 . in India.
In the absence of organized retail competition and with a ban on foreign direct investment in multi-brand retailers. having a total capacity of 23. However.and automatic permission was granted in 2006. India has only 5386 stand-alone cold storages. foreign direct investments are unlikely to begin in cold storage and farm logistics infrastructure. The risk of cold storing perishable food. Indian laws already allow foreign direct investment in cold-chain infrastructure to the extent of 100 percent. of which 57 were approved and implemented. 23 . every year. The remaining infrastructure capacity is less than 1% of the annual farm output of India. Some claim one of the primary restraint inhibiting better participation was that India required single brand retailers to limit their ownership in Indian outlets to 51%. because of very limited integrated cold-chain and other infrastructure. 80 percent of this storage is used only for potatoes. For a country of 1. representing a very small 1. China in contrast allows 100% ownership by foreign companies in both single brand and multi-brand retail presence. this is a very small number. Indian retail attracted about $1.6 million metric tons. Experts claim that cold storage infrastructure will become economically viable only when there is strong and contractually binding demand from organized retail. Indian retail has experienced limited growth. Single brand retailing attracted 94 proposals between 2006 and 2010.5% of total investment flow into India. puts the economic viability of expensive cold storage in doubt. Between 2000 to 2010. on average. and its spoilage of food harvest is amongst the highest in the world. This leads to about 30% losses in certain perishable agricultural output in India. and grossly inadequate during peak harvest seasons. without an assured way to move and sell it. There has been no interest in foreign direct investment in cold storage infrastructure build out.2 billion people.8 billion in foreign direct investment.
and the retail industry in India must be opened to competition. The 60%+ margins for middlemen and traditional retail shops have limited growth and prevented innovation in Indian retail industry. Due to a number of intermediaries involved in the traditional Indian retail chain. then urged the Indian parliament to extend economic reforms by freeing up of the retail sector. Numerous economists repeatedly recommended to the Government of India that legal restrictions on organized retail must be removed. Professor of Economics and Law at the Columbia University analysed the relationship between growth and poverty reduction. India has had years of debate and discussions on the risks and prudence of allowing innovation and competition within its retail industry. A 2007 report noted that an increasing number of people in India are turning to the services sector for employment due to the relative low compensation offered by the traditional agriculture and manufacturing sectors. Such reforms Professor Bhagwati argued will accelerate economic growth and make a sustainable difference in the life of India's poorest.Until 2010. as against 2/3rd by farmers in nations with a higher share of organized retail. further liberalization of trade in all sectors. For example. it is valued at about US$ 395. intermediaries and middlemen in India have dominated the value chain. As of 2008. in an invited address to the Indian parliament in December 2010. The Retail Business in India is currently at the point of inflection. norms are flouted and pricing lacks transparency. Small Indian farmers realize only 1/3rd of the total price paid by the final Indian consumer.. and introducing labor market reforms. rapid change with investments to the tune of US $ 25 billion were being planned by several Indian and multinational companies in the next 5 years. Organised retail is expected to garner 24 . The organized retail market is growing at 35 percent annually while growth of unorganized retail sector is pegged at 6 percent. It is a huge industry in terms of size and according to India Brand Equity Foundation (IBEF). Jagdish Bhagwati.96 billion.
T. Furthermore. 25 . maintaining its position as the most attractive market for retail investment. is estimated to be over $250 billion a year: a revenue equal to the 2009 revenue share from Japan for the world's 250 largest retailers. Kearney’s annual Global Retail Development Index (GRDI) for the third consecutive year. Others believe the growth of Indian retail industry will take time. Property developers are creating retail real estate at an aggressive pace and by 2010. of which a minuscule $27 billion comes from organized retail such as supermarkets. because of unorganized retail. India has topped the A. 300 malls are estimated to be operational in the country.9%. with organized retail possibly needing a decade to grow to a 25% share. The predictions for 2008 is 7. The enormous growth of the retail industry has created a huge demand for real estate. One report estimates the 2011 Indian retail market as generating sales of about $470 billion a year. Several studies claim that the lack of infrastructure and competitive retail industry is a key cause of India's persistently high inflation.A 25% market share. The opening of retail industry to free market competition. in a nation where malnutrition remains a serious problem. some claim will enable rapid growth in retail sector of Indian economy. Well over 30% of food staples and perishable goods produced in India spoils because poor infrastructure and small retail outlets prevent hygienic storage and movement of the goods from the farmer to the consumer. food waste is rife. Growth after 2011 Before 2011. given the expected growth of Indian retail industry through 2021.about 16-18 percent of the total retail market (US $ 65-75 billion) in the next 5 years. chain stores with centralized operations and shops in malls. The Indian economy has registered a growth of 8% for 2007. India had prevented innovation and organized competition in its consumer retail industry.
little use of IT systems. Challenges include: Geographically dispersed population. 1.T. while the home supplies retail was growing between 20% to 30% per year. Kearney estimates India's organized retail had a 31% share in clothing and apparel. expanding by about $400 billion by 2020.19 m2)/ person is lowest in the world Indian retail density of 6 percent is highest in the world. While India presents a large market opportunity given the number and increasing purchasing power of consumers. but was under-represented by organized retail. The Indian market offers endless possibilities for investors.000 and in the Netherlands it is 6. The projected increase alone is equivalent to the current retail market size of France. The Indian retail market Indian market has high complexities in terms of a wide geographic spread and distinct consumer preferences varying by each region necessitating a need for localization even within the geographic zones. However we (locatus) have detailed figures for Belgium.400. In 2011. India has highest number of outlets per person (7 per thousand) Indian retail space per capita at 2 sq ft (0. 26 . complex distribution network. the number of outlets is approximately 8 per 1.00). limitations of mass media and existence of counterfeit goods. These data correspond to retail prospects prior to November announcement of the retail reform. A. there are significant challenges as well given that over 90% of trade is conducted through independent local stores. So the Indian number must be far higher.8 million households in India have an annual income of over 45 lakh (US$77. small ticket sizes. food accounted for 70% of Indian retail.The Economist forecasts that Indian retail will nearly double in economic value. the Netherlands and Luxemburg. In Belgium. It might be true that India has the largest number of shops per inhabitant.
and about half of levels in other emerging economies. This about a third of levels in United States and Europe. India's labor productivity in food retailing is about 5% compared to Brazil's 14%. both organized and unorganized. Total retail employment in India.most of which is unorganized. A complete expansion of retail sector to levels and productivity similar to other emerging economies and developed economies such as the United States would create over 50 million jobs in India. In November 2011.Challenges A McKinsey study claims retail productivity in India is very low compared to international peer measures. 27 . For example. Training and development of labor and management for higher retail productivity is expected to be a challenge. the labor productivity in Indian retail was just 6% of the labor productivity in United States in 2010. the Indian government announced relaxation of some rules and the opening of retail market to competition. while India's labor productivity in non-food retailing is about 8% compared to Poland's 25%. account for about 6% of Indian labor work force currently .
Experimentation with formats Retailing in India is still evolving and the sector is witnessing a series of experiments across the country with new formats being tested out. adding food retail Corner shops Quasi-mall. but within a small period of time certain trends are clearly emerging which are in line with the global experiences. Some of the notable exceptions have been garment retailers like Madura Garments & Raymond’s who have scaled their exclusive showroom format across the country. Organised retailing is witnessing a wave of players entering the industry. food retail Hypermarket Considering moving to self service Suburban discount store Hypermarket. smaller outlets. the old ones tweaked around or just discarded.TRENDS IN RETAILING Retailing in India is at a nascent stage of is evolution. Experimenting With Quasi-mall Quasi-mall. Indian retailing has still not been able to come up with many successful formats that can be scaled up and applied across India. These players are experimenting with various retail formats. Retailer Ebony Crossword Pyramid Pantaloon Subhiksha Vitan Food world Globus Bombay Bazaar Efoodmart Metro S Kumar's Current Format Department Store Large bookstore Department Store Own brand store Supermarket Supermarket Food supermarket Department Store New Formats. Food world express Small fashion stores Aggregation of Kiranas Aggregation of Kiranas Cash and carry Discount store Shoppers' Stop Department Store 28 . Some of these are listed in Table below. Yet.
29 . to increase reach and business from their stores. Food World is experimenting with a format of one-fourth the normal size called Food World Express. Crossword bookstores are experimenting with Crossword Corner.Retailers are also trying out smaller versions of their stores in an attempt to reach a maximum number of consumers.
Discount Stores: 30 . having a strong focus on food & grocery and personal sales.000 sq ft and above. all under a common roof. the Mumbai books retailer Crossword. catering to varied shopper needs are termed as Supermarkets. Specialty Stores: Chains such as the Bangalore based Kids Kemp.500 sq ft to 5. which started in Mumbai and now has more than seven large stores (over 30. They lend an ideal shopping experience with an amalgamation of product. service and entertainment. 00. are focusing on specific market segments and have established themselves strongly in their sectors. Ranges from 60.000 sq ft to 2. Department Stores: Departmental Stores are expected to take over the apparel business from exclusive brand showrooms.RETAILING FORMATS IN INDIA Malls: The largest form of organized retailing today.000 sq ft and large supermarkets ranging from of 3. Located mainly in metro cities.000 sq ft.000 sq ft to 7. Hyper marts/Supermarkets: Large self service outlets. ft) across India and even has its own in store brand for clothes called Stop!. These stores today contribute to 30% of all food & grocery organized retail sales.000 sq. and Pantaloon. Piramyd. Super Markets can further be classified in to mini supermarkets typically 1. Among these. the biggest success is K Raheja's Shoppers Stop. RPG's Music World and the Times Group's music chain Planet M. Examples include Shoppers Stop. These are located in or near residential high streets. in proximity to urban outskirts.
seven days a week.000 sq.000 cr ($ 6. 90.000 cr ($ 6. toys. 30 mn sq.67 bn) investment to set up multiple retail formats with expected sales of Rs. home. ft. Further classified into localized departments such as clothing. catering to a variety of consumer needs. 30. offer several brands across a single product category. groceries. • Reliance : Rs. 30. also known as Category Killers.67 bn) in FY10-11. discount stores or factory outlets. These usually do well in busy market places and Metros. MBO’s : Multi Brand outlets.ft by FY10. feet located near residential areas. real estate and consumer finance the turnover is expected to touch Rs. The product category can range from a variety of perishable/ non perishable goods Convenience Stores: These are relatively small stores 400-2. PLANS OF SOME OF THE LARGE RETAILERS • Pantaloon: Expansion into all possible formats of retail across categories and segments. etc.As the name suggests. Prices are slightly higher due to the convenience premium. foray in insurance.000+ cr ($ 20 bn) by 2009-10 31 . They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day. Department Stores: Large stores ranging from 20000-50000 sq. offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season.
• RPG : Planning IPO. • Subhiksha: 750 stores and Rs. by 2015.500 cr (US$ 7 bn) investment in creating retail network in the country including 100 hyper malls and several hundred small stores. 450+ Music World. Trinethra (currently with two formats . 300 cr ($667 mn) this fiscal. 50+ Spencer's Hyper covering 4 mn sq ft by 2010 • Lifestyle: Rs. 55 hypermarkets across India. targeting 220 outlets. 700 cr ($155.75 mn sq ft of retail space and 150 stores in next 5 years.Trinethra and Fabmall) plans 220 stores with a turnover of over Rs.67 mn) with sales target of over Rs. 650+ cr ($ 145 mn) sales by March 2007. 32 . 300 cr (66. 'Home Stop' and recently lunched hypermarket named 'Hyper city'. taking its cumulative retail space to 5 mn sq ft and sales turnover of Rs. Crossword. Home & Lifestyle Centers. • Piramyd: 1. 31. 5000 cr ($ 1 bn+).6 mn). • Vishal Group : Plans include an IPO and investment close to Rs. With 50+ new stores getting ready in the current fiscal the chain is investing Rs. Inorbit Mall. • Rahejas: Shoppers' Stop. 1250 cr ($ 278 mn) by 2010. 450+ cr ($ 90 mn) investment in next 5 years to expand on Max Hypermarkets & value retail stores. • Trinethra : Recently acquired by the AV Birla group. • BharatiGroup: Plans Rs.
COMPANY PROFILE 33 .
Bhopal.COMPANY PROFILE Myways . ONLY NIKE CLASSIC POLO. 34 . each stuffed with renowned brands like Levis. A retail network with pan India presence of 45 stores across 25 cities. FERRARI GUESS. JACK & JONES. we are fully geared upto get the most demanded brands introduced to Bhopal. DIESEL. FCUK. Not just brands they resemble the true YOU. Azzaro. ESPIRIT.My Store present the most premium fashion destination of Bhopal MYWAYS at DB City. etc. We promise nothing less than the biggest brand availability and never compromise for style. ARROW. the lifestyle that you desire to put your foot into. BEVERLY HILLS POLO CLUB. DAVIDOFF. We also have wide range of Branded perfumes in My Store which includes Elizabeth Arden. LAVIE. Benetton. WILLS. The list of Brands to Start which includes LEVIS. What more brands of similar DNA will be housed under a single roof. CKJ. For those who LIVE LIFE BRAND WISE. HUGO BOSS. ETC. GANT IZOD BIJOUX TERNER. ZODIAC. trend and fashion. VERO MODA. MySTORE is readly to excite the youth of Bhopal with international brands that taste similar to the attitude. CK. style and fashion trends of this city. Calvin Klein and French Connection etc. Nike. An oceanic brand presence will unbolt your mind about brand awareness to brand consciousness..
Retain the business”. Its footprint stretches over a wide range of businesses. Employees Pride and Share holders’ value by following ethical practices. The integrity. spanning automobiles (fourwheelers and two-wheelers sales). commercial vehicle sales & sales of renowned IT hardware and Mobile phone brands. dedication and determination to succeed which are characteristics of the group today can be seen in it’s every-day operations. My Car Bhopal Pvt Ltd. The tag-line of the group “With You in Mind” is also symbolic of the customer centric approach that My Car Group has towards it’s valued relations. My Car Group Philosophy Company Principles – We abide by the adage of.No worries as there is no room for cramping both inside our soon to launch outlet and outfits. My Car Group was founded by Mr. My Car Group believes in achieving maximum customer delight through synergized efforts & smart team work. so it would surely be a delight to shop at MYSTORE. My Car Group is today amongst the top business houses in central India. International apparel & footwear brands. Saurabh Garg in 2003. My Car Group Vision statement To become a top trading house with pan India presence measured by Customer Satisfaction. “Respect for the individual. The group has recently ventured into the Real Estate business with My Realty having it’s first project as MY CITY. is a forerunner in automobile sales & the leader in this segment across MP. 35 .
Corporate Auditors and Operating Officers Corporate Governance Striving to become a company that society wants to exist. This has been and shall always be the mantra for My Car Group. Not the one’s to 36 . though the Corporates understand their accountability towards the society and are willing to take initiatives for the betterment. the My Car Group brand stays a step ahead of the diverse needs of our customers.My Car Group Mission statement “My Car Group is an Indian business house engaged in socially responsible operations. We are dedicated to provide products and services of such quality that our customers will receive superior value while our employees and business partners will share in our success and our stock-holders will receive a sustained superior return on their investment. Corporate Citizenship Conscience In India. constantly striving to add to our brand portfolio. Our endeavor is to see that this gap is bridged by getting into the very basic CSR activities at the Corporate level. This statement symbolizes the spirit & attitude with which each employee of the group works vigorously towards the common goal of achieving the best possible results both internally & for the overall satisfaction of our customers.” Sales and Services By providing services that highlight the core values that make My Car Group unique. We believe in being associated with global leaders. we like to provide our customers with joy and excitement beyond their expectations. always striving to provide products that enhance customers’ enjoyment of life. it becomes difficult for them to reach the grass-root level. Management Core Group & philosophy Board of Directors. Accordingly.
C. SOS village – We have adopted 4 children of SOS village & look after their education amongst other things. 37 . My Car group vows to play it’s part in the betterment o f the society whenever & wherever possible & also to keep taking initiatives that devolve into effective & pure policies of progress for all. Not the one’s to talk about our good deeds much. upon request. at this juncture we would only want to say that My CAR Grouphas done work in the sectors of. A. we would provide details of the NGO’s that we have tied up with. Initiative for generating consciousness amongst the general public. Environment protection campaigns – Organized car rallies with the “Clean Bhopal – Green Bhopal” initiatve. D. CSR – Sponsored a film on Bhopal Gas Tragedy. NGO’s – Associated with an NGO for the education & betterment of slum children. B.talk about our good deeds much.
DATA ANALYSIS 39 .
36% of the respondents say that that they buy Clothes and Accessories from Nearby Shop.DATA ANALYSIS & INTERPRETATION Q1. 22% of the respondents say that that they buy Clothes and Accessories from a particular shop. From where do you purchase Clothes and Accessories? Percentage of Respondents 36 22 30 12 Options Nearby Shops From a Particular Shop My Ways Others 40 35 Percentage of Respondents 30 25 20 15 10 5 0 Nearby Shops From a Particular Shop Vishal Megamart Others Interpretation: 30% of the respondents say that they buy Clothes and Accessories from My Ways. 40 .
If you purchase Clothes and Accessories from My Ways . 18% of the respondents say that they buy Clothes and Accessories from My Ways because of less price.Q2. 36% of the respondents say that they buy Clothes and Accessories from My Ways because the My Ways are one stop solutions. 41 . What is the Percentage of Respondents 20 36 18 24 2 reason behind that ? Options Offers One Stop Solution Quality Price Other Reasons 40 35 Percentage of Respondents 30 25 20 15 10 5 0 Offers One Stop Solution Quality Price Other Reasons Interpretation: 20% of the respondents say that they buy Clothes and Accessories from My Ways because of offers.
28% of the respondents say that My Ways don’t provide Quality products. 8% of the respondents say that My Ways don’t have a wide range of Clothes and Accessories.Q3. If you don’t purchase Clothes and Accessories from My Ways. 16% of the respondents are not satisfied with the price. What is the Percentage of Respondents 16 8 28 16 32 reason behind that? Option Offers are not attractive Range is Not Good Quality Price Other Reasons 35 30 Percentage of Respondents 25 20 15 10 5 0 Offers are not attractive Range is Not Good Quality Price Other Reasons Interpretation: 16% of the respondents say that they don’t purchase Clothes and Accessories from My Ways because My Ways offers are not attractive. 42 .
43 .Q4 Would you like to purchase Clothes and Accessories from My Ways? Percentage of respondents 54% 46% Options Yes No No 46% Yes 54% Interpretation : 54% of the respondents said that they would like to purchase Clothes and Accessories from My Ways and 46% of the respondents said that they don’t like to purchase Clothes and Accessories from My Ways.
How do you rate the Quality of Clothes and Accessories ? Options Very Satisfied Satisfied Averagely Satisfied Dissatisfied Very Dissatisfied 50 45 40 Percentage of Respondents 35 30 25 20 15 10 5 0 Very Satisfied Satisfied Percentage of Respondents 20 48 26 4 2 Averagely Satisfied Dissatisfied Very Dissatisfied Interpretation : Most of the respondents are satisfied with the Quality of Clothes and Accessories. 44 .Q5.
Q6. How do you rate the shop Layout for Clothes and Accessories? Options Very Satisfied Satisfied Averagely Satisfied Dissatisfied Very Dissatisfied 70 60 Percentage of Respondents 50 40 30 20 10 0 Very Satisfied Satisfied Averagely Satisfied Dissatisfied Very Dissatisfied Percentage of Respondents 18 70 12 0 0 Interpretation: 70% of the respondents say that they are satisfied with the Shop Layout for Clothes and Accessories. 45 .
46 . How do you rate the Price of Clothes and Accessories at My Ways? Options Very Satisfied Satisfied Averagely Satisfied Dissatisfied Very Dissatisfied 60 Percentage of Respondents 24 52 16 6 2 50 Percentage of Respondents 40 30 20 10 0 Very Satisfied Satisfied Averagely Satisfied Dissatisfied Very Dissatisfied Interpretation: 24% of the respondents are very satisfied with the Price range of Clothes and Accessories at My Ways. 52% of the respondents say that they are satisfied with the price range of Clothes and Accessories at My Ways.Q7.
6% of the respondents said they expect scratch card schemes.Q8 What type schemes you expect from My Ways for Clothes and Accessories? Percentage of respondents 54% 6% 32% 8% Options Discount schemes Scratch cards Free gifts Other Schemes 60% 50% Percentage of Respondents 40% 30% 20% 10% 0% Discount schemes Scratch cards Free gifts Other Schemes Interpretation : 54% of the respondents said that they expect discount schemes. 47 . 32% of the respondents said they expect free gifts schemes and only 8% of the respondents said they expect other offers like 1+1 offers.
Q9. Does the executives & Sales Persons at My Ways escorts you and give correct information regarding products and services of the store? Options Yes No 80% 70% Percentage of Respondents 60% 50% 40% 30% 20% 10% 0% Yes No Percentage of respondents 74% 26% Interpretation : 74% of the respondents said that executives & Sales Persons at My Ways escorts them and give correct information regarding products and services of the store 48 .
49 .Q10. How do you rate the brand Image of My Ways for Clothes and Accessories? Options Very Satisfied Satisfied Averagely Satisfied Dissatisfied Very Dissatisfied 50 45 40 Percentage of Respondents 35 30 25 20 15 10 5 0 Very Satisfied Satisfied Averagely Satisfied Dissatisfied Very Dissatisfied Percentage of Respondents 48 42 10 0 0 Interpretation: 48% of the respondents say that they are very satisfied with the brand image of My Ways for Clothes and Accessories. 42% of they are satisfied with the brand image of My Ways for Clothes and Accessories.
50 .Q11. Would you like to visit My Ways Again for purchasing Clothes and Accessories? Options Yes No Percentage of Respondents 68 32 No 32% Yes 68% Interpretation: 68% of the respondents say that if they have to do purchasing they will definitely visit My Ways.
51 . Do you recommend My Ways to others for Clothes and Accessories? Options Yes No No 12% Percentage of Respondents 88 12 Yes 88% Interpretation: 88% of the respondents say that they recommend My Ways to others for Clothes and Accessories.Q12.
How much time do you take to do your shopping in My Ways for Clothes and Accessories? Options 5-30 Min 1 to 2 Hours More than 2 Hours More than 2 Hours 22% 5-30 Min 32% Percentage of Respondents 32 46 22 1 to 2 Hours 46% Interpretation: Most of the respondents say that they require 1-2 Hours to do shopping from My Ways. 52 . Some of the respondents say that on Sundays they require more time do purchasing.Q13.
48% of the respondents say that arrangement of materials in My Ways is average.Q14. 53 . 18% of the respondents say that arrangement of material in My Ways is poor. What do you think about the arrangement of Materials in My Ways? Percentage of Respondents 34 48 18 Options Good Average Poor 50 45 40 35 30 25 20 15 10 5 0 Good Average Poor Interpretation: 34% of the respondents say that arrangement of materials in My Ways is good.
12% of the respondents have averagely rated the display on shelf’s and 10% of the respondents have rated Visual Display on shelf’s as poor.Q15. How do you rate the Visual Displays at Shelf’s of Products? Percentage of Respondents 78 12 10 Options Good Average Poor 80 70 60 50 40 30 20 10 0 Good Average Poor Interpretation: 78% of the respondents say that Visual Display on Shelf’s is good. 54 .
Does the Visual Merchandizing activities of the store effect your purchase Percentage of Respondents 66 34 decision? Options Yes No 70 60 50 40 30 20 10 0 Yes No Interpretation: Most of the respondents say that visual merchandizing activities of the store do effect their purchase decision. 55 .Q16.
Q17. Does the schemes and Offers clearly informed in the store? Percentage of Respondents 88 12 Options Yes No 90 80 70 60 50 40 30 20 10 0 Yes No Interpretation: 88% of the respondents say that Schemes and offers are clearly informed at the store and 12% of the respondents say that schemes and offers are not clearly informed in the store. It is clear that the offers are clearly informed and the company keeps its promise and does not cheat customers by providing fake offers. 56 .
Q18. 57 . Have you ever faced problems related to products and services at My Ways? If Percentage of Respondents 22 78 Yes was the problem resolved by the store in an efficient manner? Options Yes No 80 70 60 50 40 30 20 10 0 Yes No Interpretation: Most of the respondents have never faced problem in products and services of My Ways. And those who have faced say that their problem was resolved effectively and quickly by the store.
Q19. What is overall perception towards My Ways? Options Good Average Poor Percentage of Respondents 68 22 10
Interpretation: 68% of the respondents say that My Ways are very much satisfied. My Ways is attracting customers by offering free products.
Q20. What are the factors that attract you more? Options Near to Home Discounts Offers/ Schemes Other Factors
Other Factors 8%
Percentage of Respondents 42 22 28 8
Offers/ Schemes 28%
Near to Home 42%
Interpretation: 42% of the respondents say that they go to My Ways to do their purchasing because it is near to their home, 22% of the respondents say that the discount offered is good and 28% of the respondents say that they prefer to purchase items from MyWays because of offers/schemes.
OBSERVATIONS & FINDINGS
18% of the respondents say that they buy Clothes and Accessories from My Ways because of less price. 36% of the respondents say that that they buy Clothes and Accessories from Nearby Shop. 6% of the respondents said they expect scratch card schemes. • 70% of the respondents say that they are satisfied with the Shop Layout for Clothes and Accessories. • 20% of the respondents say that they buy Clothes and Accessories from My Ways because of offers. 52% of the respondents say that they are satisfied with the price range of Clothes and Accessories at My Ways. 28% of the respondents say that My Ways don’t provide Quality products. • 16% of the respondents say that they don’t purchase Clothes and Accessories from My Ways because My Ways offers are not attractive. 8% of the respondents say that My Ways don’t have a wide range of Clothes and Accessories. • 24% of the respondents are very satisfied with the Price range of Clothes and Accessories at My Ways. 16% of the respondents are not satisfied with the price. • 54% of the respondents said that they expect discount schemes. • Most of the respondents are satisfied with the Quality of Clothes and Accessories. 32% of the respondents 61 . 22% of the respondents say that that they buy Clothes and Accessories from a particular shop.FINDINGS • 30% of the respondents say that they buy Clothes and Accessories from My Ways. • 54% of the respondents said that they would like to purchase Clothes and Accessories from My Ways and 46% of the respondents said that they don’t like to purchase Clothes and Accessories from My Ways. 36% of the respondents say that they buy Clothes and Accessories from My Ways because the My Ways are one stop solutions.
Some of the respondents say that on Sundays they require more time do purchasing. It is clear that the offers are clearly informed and the 62 . • 88% of the respondents say that they recommend My Ways to others for Clothes and Accessories. • Most of the respondents say that visual merchandizing activities of the store do effect their purchase decision. • 78% of the respondents say that Visual Display on Shelf’s is good. 42% of they are satisfied with the brand image of My Ways for Clothes and Accessories. • 34% of the respondents say that arrangement of materials in My Ways is good. 12% of the respondents have averagely rated the display on shelf’s and 10% of the respondents have rated Visual Display on shelf’s as poor. 18% of the respondents say that arrangement of material in My Ways is poor. 48% of the respondents say that arrangement of materials in My Ways is average.said they expect free gifts schemes and only 8% of the respondents said they expect other offers like 1+1 offers. • Most of the respondents say that they require 1-2 Hours to do shopping from My Ways. • 68% of the respondents say that if they have to do purchasing they will definitely visit My Ways. • 74% of the respondents said that executives & Sales Persons at My Ways escorts them and give correct information regarding products and services of the store • 48% of the respondents say that they are very satisfied with the brand image of My Ways for Clothes and Accessories. • 88% of the respondents say that Schemes and offers are clearly informed at the store and 12% of the respondents say that schemes and offers are not clearly informed in the store.
My Ways is attracting customers by offering free products. • 68% of the respondents say that My Ways are very much satisfied. • Most of the respondents have never faced problem in products and services of My Ways. 63 . 22% of the respondents say that the discount offered. • 42% of the respondents say that they go to My Ways to do their purchasing because it is near to their home.company keeps its promise and does not cheat customers by providing fake offers. And those who have faced say that their problem was resolved effectively and quickly by the store.
REFERENCES 64 .
(Pvt) Ltd. Philip.BIBLIOGRAPHY BOOKS: • Chabbra.. • Kothari. C. New Delhi • Sontakki.N.N. July 2007 WEBSITES • www. (1999):’Marketing Management’ Prentice Hall Of India Pvt. New Delhi • Kotler. New Delhi • Saxena. Ltd. New Delhi MAGAZINES • Business Today. (2004):’Marketing Management’ Dhanpat Rai & Co. (1997):’Marketing Management’ Kayali Publisher.org 65 . 2007 • Business World. New Delhi. Dec..R (2001):’Research Methodology’.vishalmegamart. (2003):’Marketing Management’ Tata Mcgraw-Hill Publishing Company Limited.ibef. Rajan. Vishwa Publication. T... C.com • www.
ANNEXURE 66 .
e. e. What is the reason behind that? Offers are not attractive Quality Other Reasons Would you like to purchase Clothes and Accessories from My Ways? Yes Very Satisfied Averagely Satisfied Very Dissatisfied Very Satisfied Averagely Satisfied Very Dissatisfied b. a. Q3.QUESTIONNAIRE Name Address Contact No. c. c. b. d. Gender Q1. Age :________ From where do you purchase Clothes and Accessories? Nearby Shops My Ways reason behind that ? Offers Quality Other Reasons If you don’t purchase Clothes and Accessories from My Ways. e. a. d. c. a. a. d. Q2. d. d. Range is Not Good Price b. What is the b. c. Q4 a. e. a. One Stop Solution Price b. c. Satisfied Dissatisfied From a Particular Shop Others If you purchase Clothes and Accessories from My Ways . How do you rate the shop Layout for Clothes and Accessories? 67 . : : : Male [ ] ______________________________ ______________________________ ______________________________ Female [ ] b. No Satisfied Dissatisfied How do you rate the Quality of Clothes and Accessories ? Q6. Q5.
c. b.Q7. d. 1 to 2 Hours What do you think about the arrangement of Materials in My Ways? Good Good decision? Yes b. e. b. d. a. d. a. c. a. e. 68 No b. Q14. Very Satisfied Averagely Satisfied Very Dissatisfied b. c. No Satisfied Dissatisfied Q10. Average Average c. No No Q12. a. Q15. How do you rate the Price of Clothes and Accessories at My Ways? a. b. Satisfied Dissatisfied Q8 a. e. Satisfied Dissatisfied Q9. How much time do you take to do your shopping in My Ways for Clothes and Accessories? a. c. How do you rate the brand Image of My Ways for Clothes and Accessories? Q11. Yes Yes b. Q16. c. 5-30 Min More than 2 Hours b. What type schemes you expect from My Ways for Clothes and Accessories? Very Satisfied Averagely Satisfied Very Dissatisfied b. Do you recommend My Ways to others for Clothes and Accessories? Q13. a. Would you like to visit My Ways Again for purchasing Clothes and Accessories? a. a. Does the executives & Sales Persons at My Ways escorts you and give correct information regarding products and services of the store? Yes Very Satisfied Averagely Satisfied Very Dissatisfied b. Poor Poor How do you rate the Visual Displays at Shelf’s of Products? Does the Visual Merchandizing activities of the store effect your purchase .
No Q19. Average Discounts Other Factors c. What are the factors that attract you more? 69 . c.Q17. d. a. Good Near to Home Offers/ Schemes b. No Have you ever faced problems related to products and services at My Ways? If Yes was the problem resolved by the store in an efficient manner? Yes b. Poor Q20. Does the schemes and Offers clearly informed in the store? Yes b. b. Q18. a. a. What is overall perception towards My Ways? a.
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