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SUBMITTED TO MR SHAILESH GUPTA‘SIR’ FACULTY, IPM MEERUT
INSTITUTE OF PRODUCTIVITY & MANAGEMENT MEERUT
We would like to give my sincere regards to Mr. Shailesh Gupta Sir for giving us the permission for undertaking the project and guiding us to complete this project within a stated time period. We would also profoundly thank to all my respondents who very patiently responded and provided us with all the necessary information without which completion of this project was quiet impossible and a special thank to Mr Anup Kr. Athaya(Branch Manager) Mo. 9897040628 for providing me a fruitful information. We are also very grateful to Our Director sir Respected Mr Asit Mohan who managed the basic requirement needed to complete the research project. We are also very thankful to Respected Mr Majumdar sir who assisted us during carrying the research project.
Bijnaur Group (PGDM SEM 2)
Practical aspect gives more knowledge and experience than the theory and no learning can be completed without practical aspect. This project is one of the most important parts of our curriculum for management students, its basic idea is to strengthen the student’s concept through practical training and make them equipped with recent development in the changing trends of market. In the days when it was business as usual, companies could succeed by their new product with concept and supported by hard selling and good advertisement and consider that consumer exhibit varying diverse requirements for product/service combinations and prices consider that they have high and rising expectations of quality and service. In the face of their vast choices, customers will gravitate to the offerings that best meet their individual needs and expectations. They will buy on the basis of their perception value as well as the post purchase services of the product.
Bijnor Group (PGDM SEM 2)
TABLE OF CONTENT
EXECUTIVE SUMMARY The Indian rural market with its vast size and demand base offers great opportunities to marketers. Two-thirds of countries consumers live in rural areas and almost half of the national income is generated here. This report contains a study on consumer behavior in rural market. The research is conducted in Khushali Bazar, Bijnaur district in U.P . Which is a strategic business unit of Triveni Engineering and Industries Ltd. Although the rural market does offer a vast untapped potential, it also recognized that it is not that easy to operate in rural market because of several problems. Rural marketing is thus a time consuming affair and requires considerable investments in terms of evolving appropriate strategies with a view to tackle the problems. The more daring Rural marketers are meeting the consequent challenges of availability, affordability, acceptability and awareness (the so-called 4 As). They are focusing to give latest products at the best prices and quality to the customers of semi-urban and rural region. We thrive to bridge the gap between big cities and small
towns by reducing the dependency on the cities for our customer’s immediate needs and thereby empowering semi urban and rural India with wider choice.
Khushali Bazaar, SBU of Triveni Engineering and Industries Ltd. operates retail formats in both rural and semi urban Indian, with stores mainly concentrated in the UP and Uttarakhand. Headquartered in Noida (Uttar Pradesh), the company operates over 1.25 lac square feet of retail space, has over 42 stores across 25 towns in India and employs over 300 dedicated staff. It is a SBU of Triveni Engineering and Industries Ltd. Their main focus is on providing various solutions towards the farm needs, daily consumer requirements, lifestyle purchases and financial advisory solutions at the doorsteps of the farmers and semi urban household customers.
The business of Khushali Bazaar has been divided into three verticals namely:
Agri Products and Services Seeds, fertilizers, Plant Protection Chemicals, Animal Feed & Nutrients, Building Materials, Farm Machinery and Equipment. Socio- Economic Activities, Soil & Water Testing Facilities, Farm Advisory Services & Credit to farmers (KCC). Consumer Products and Durables FMCG, Groceries, Consumer Durables, Imitation Jewellery, Apparel, Colour Cosmetics, Toys, Crockery, Kitchen Appliances, Electrical Items, Home Furnishing, Stationery, etc. Financial Services Triveni Retail Ventures Limited has partnerships with Reliance Money & Max New York Life Insurance Co. to provide Life Insurance, General Insurance, Mutual funds, Co. F.D.'s, Demat facilities to mention a few.
Corporate Social Responsibility Farmer educational and infrastructure initiatives Triveni Engineering contributes to the development of rural communities by making the farmers self-reliant and financially independent through cane plantations. The Company also took the following initiatives during the year:
Conducted seven Kisan Goshthis, an agricultural and yield enhancement programme across its sugar units during the year with the support of qualified agronomists. Convened more than 150 village meetings at each plant to educate farmers about cane management practices. Arranged crop protection programmes to spread awareness and treatment for pest, Insecticides and mechanical roughing related issues. Introduced innovative schemes like irrigation subsidy schemes such as boring expenses, pump set expenses etc. during the year.
Conducted seven Kisan Goshthis, an agricultural and yield enhancement programme across its sugar units during the year with the support of qualified agronomists. Operates schools in Khatauli, Deoband and Ramkola sugar units at nominal fee. Triveni Engineering's Banglore and Mysore units have adopted certain schools and are contributing to the upliftment of the educational aids and faculty expenses.
Health and sanitation initiatives
• • • •
De-silting of drains done by Khatauli and other sugar factories. Promoting tree plantation as an annual event across its sugar factories. Sugar factories at Khatauli, Deoband and Ramkola run charitable dispensary for the villagers. Continued provision of financial support to Tirath Ram Shah Charitable Hospital, one of Delhi's oldest hospitals with modern amenities for health care. This hospital provides health services to the pocrer sections of the society in the form of free treatment, beds, medicines etc.
The distillery business group also contributes in the community development by providing support to local school, building culvert, installation of hand pumps and also helped in environmental hygiene.
To study the consumer perception regarding rural mall To study the dearness of product in comparison of rural retailer To study the average footfall ratio. To study the purpose of visit of rural consumer to rural mall. To study the relevancy of information, rural consumer get from mall. To study the role entertainment play to draw the rural consumer to rural mall.
Market research is about the systematic gathering recording and analyzing of data about problem related to marketing of goods and services. Marketing research should be an integral part of the marketing department under the marketing concept it is an essential and practical tool for obtaining the facts necessary to formulate marketing plans and to test marketing department. It is not only a research, but a learning process through which we learn how a company positions its brand in the mind of customers. The seven steps in research project:The seven major steps may be placed in three groups as follows first three is initiating or planning of a study, which comprises the first four steps in our determining. First 1. What the problem is 2. What data are needed? 3. How to obtain those data 4. from whom Second 5. The gathering and processing of data Third 6. The interpretation of data 7. Presentation of data
The scope and importance of the research function may considerably vary firm to firm. However marketing research offers many advantages in terms of improving planning and positioning their product in different location.
Research design The preparation of the design of the research project is known as research design, i.e., decision regarding what, where, when, how much, by what means concerning a research study. It constitutes the blue print for the collection, measurement and analysis of the data. Research designs have the following:The The The The sampling design. observational design. statistical design. operational design.
SOURCE OF DATA The method of collecting data comprises of the two ways they areas follows: Primary Data Secondary Data Primary Data For the project We have used the PRIMARY DATA which was collected through the use of INTERVIEW AND OBSERVATION. Secondary data
The SECONDARY DATA was also, collected through (a) Internet (b) Magazines (c) Management Books RESEARCH APPROACHES:Primary data are collected through OBSERVATIONS. INTERVIEW. RESEARCH INSTRUMENTS:In market research the most suitable instrument of collecting data is “questionnaire” (close ended and open ended) and personal interview. Close ended questionnaire specifies all the possible answers and facilitates a respondent to make a choice between them. In open ended questionnaire respondents are free to give their own opinion
SAMPLE PROCEDURES:To obtain a representative sample I have used convenience sampling under observational design and sampling design. CONTACT METHOD:For collecting the required data for the fulfillments of the objectives of my project, we have used Observation and Interview method. GATHERING METHOD:When all the tasks of research plans are designed, its time to implants the tasks. We have collected the data with the selected research instruments in the chosen areas of research.
ANALYSIS OF INFORMATIONS:After gathering the information we have analyzed it and have presented the findings in both tabular as well as in graphical form. REPORT PRESENTATION:After the all above procedures being completed, we have presented this report that has all the analysis and findings related to the objective of the project.
Data Analysis and Interpretation
1) % of Rural and Urban consumer visit to Khushali Bazar.
30% Rural Consumer Semi Urban consumer 70%
70% consumer are from Semi Urban area and 30% consumer are from Rural area who visit to this Rural Mall.
Age Group (Foot falls)
A Group(Foot falls) ge
7% 10% 5 to 15 15 to 25 25 to 35 25% 35 to 45 45 and abov e
Interpretation:- The maximum footfall comes under the age group of 35 to 45 years.
Financial Services 10%
Agri based products 20%
Agri based products Consumer Products Financial Services
Consumer Products 70%
Interpretation :- The Main focus of the rural mall is to cater the consumer product including household kitchen, grocery, cloths, and fashion items. The other major part of the product is agriculture based product like seeds, fertilizers, insecticides etc
Door to door Campaign 25% Field Staff 45% News paper 6% Ricksaw campaign 20%
Door to door Campaign News paper Ricksaw campaign Hoarding Field Staff
Interpretation:- For promotion they are using field staff in a major way along with door to door campaign and ricksaw campaign
Views about the Price of the Product
Views about the Price of the Product
Don't Know, 5%
Very Expensive, 6%
Very Expensive Expensive Moderate Don't Know
Interpretation:- As far observation we found 20 rural people 6% of the people said that rural mall is very expensive. 10% of the people said that the price of products in rural mall are of moderate in nature. 5% people said that they not aware of price regarding product of rural mall.
Rural people’s view about Khushali Bazar
We visited the Triveni groups Khushali Bazar located at Bijnaur as a rural mall but when we went their and talk to manager of this mall then we knew that this was established as a rural mall in 2007 but due to demand of
that particular area it was converted in to semi urban mall at this time. We talked to 20 people who came their and we also talked to 30 nearer rural people and we have learned their many things. Many people come their regularly and they purchase personal care product and home care product also. Those factors are influenced to the people to this mall:1. All the necessary things which are mostly used in home available in one roof. 2. Their services regarding to the customers are very good they give very fast service. 3. Cleanliness of the mall is more attract the people. 4. Offers are given by mall attract people. They give many offers like:Towels 99Rs per Kg. Holi’s offers 2kg sugar free on 1000Rs shopping 5. People also attract by some other offers which are given by mall like pen free with Horlicks, one cup free with 200gm Coffee etc. 6. People are also attracted by the quality which is kept in mall. 7. Some people to go there to maintain their society and status. 8. Availability of product is good in this mall they kept branded as well as none branded product also. 9. Rate of all product is genuine and cheaper than others market due to this many people are attracted by mall.
Generally rural people do not go their in spite of many things are available related to the agriculture like seeds, fertilizers, patricides etc because they have own perception to mall. After talking many nearer rural people we find some interesting and knowledgeable view:-
1. Many of the people purchase things their own reliable shop. They believe on them more in comparison to mall. 2. Rural people buy on credit basis so they want to go on their well known shop. 3. Many people believe that rate of mall is very high in the comparison to general shop. 4. Rural people have general faith that malls are made for higher class. 5. Rural people generally feel very shy in to go mall.
Store manager: - Mr. Anup Kumar Athaya Store: - Khushali Bazaar, Bijnor Parent Company: - Triveni Retail Venture Retail Ltd Scope of the Company: - Agri Business Division No. of Hub: - 42 Area: - UP and Uttranchal Head Quarter: - Noida
Promotion Strategy: Door to Door Campaign News Paper Rickshaw Campaign Hoardings Field Staff
Cost and Quality Only Quality Product Market purchasing decision Storage of FMCG Products Hodge Amount of competition from Local Market Agri products Seasonal Products Fertilizers Sales Keeping Unit Sales Volume based items
Targeted Area:Radius Area: - 5 kms Coverage village: - 20 villages
Sales Promotion Strategies:Discounts Free Items Festivals Discounts Extra Commodities
Although we have given our 100 percent for doing this project. But still are certain limitations while doing the research work. Some of the limitations are as follows.
1. One of the biggest limitations with this project work is the time factor. Since we have got only 1 days for doing this research, therefore we think it is a very less time for doing this project work. Time is very much limited and as a result we are restricted with the time boundation. 2. Also due to the limited time period, we where not able to cover more part of rural area of pertinent information. 3. Also the research work is infested by the exaggeration of some of the respondents. 4. In some questions, the respondent does not gives us answer and just says that I am not permitted to say anything concerning this. 5. Also a great limitation is that we have only one place to do our research. Since we are not having any kind of information from other sources, that’s why the analysis is slight biased. 6. One more problem with our research is that, the concerning person is not having sufficient time and he wound up the interaction session in the middle.
From our survey and research we found that the rural mall the Khushali bazaar establish with the aim of rural population but because
of competitions and some paradam shift it changed the segment and turn into semi urban and rural segment both The concept " retail initiative" was started with an objective of improving the farmer relations with our sugar factories and curb exploitation and adulteration by middleman in the catchments area of the sugar plants. The motto of TKB was " Empowering semi-urban & rural India with a wider choice". The mission is to give latest product to the best price and quality to the customers of semi-urban and rural region. The company thrive the bridge the gap between big cities and small towns by reducing the dependency on the cities for our customers immediate needs and thereby empowering semi urban and rural India with wider choice mainly by the following the concept of 4 A’s • Awareness • Affordability • Availability • Accessibility
The following books and sites helped us to complete the project successfully. Research Methodology – C.R.Kothari
The Rural Marketing – Pradeep Kashyap & Siddhartha Raut Web site of Triveni Group. Business Standard Economic Times Times of India
Although we have given our 100 percent for doing this project. But still are certain limitations while doing the research work. Some of the limitations are as follows. 7. One of the biggest limitations with this project work is the time factor. Since we have got only 1 days for doing this research, therefore we think it is a very less time for doing this project work. Time is very much limited and as a result we are restricted with the time boundation. 8. Also due to the limited time period, we cannot able to cover more area. That’s why we were also restricted with the area also. 9. Also the research work is infested by the exaggeration of some of the respondents.
10. In some questions, the respondent does not gives us answer and just says that I am not permitted to say anything concerning this. 11. Also a great limitation is that we have only one place to do our research. Since we are not having any kind of information from other sources, that’s why the analysis is slight biased. 12. One more problem with our research is that, the concerning person is not having sufficient time and he wound up the interaction session in the middle.
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