EXECUTIVE SUMMARY

R e ta ili n g is e me r g i n g a s a s u n r is e in d us t r y in I n d ia a n d i s p re s e n t ly la r ge s t e mp lo y e r a fte r a g r ic u lt u re . S o me e c o no mis ts s a y t ha t R e t a ili n g is o n e o f t h e p illa r s o f t he e c o n o my in I n d ia , a n d s o me s a y it is g o ld mi n e o f I n d ia n e c o n o my . R e ta il in g in i t s p re s e n t fo r m s ta r te d in t he la tt e r h a lf o f 2 0 t h c e n t u r y in U S A a n d E u ro p e . R e ta il in d us t r y is d iv id e d in t o o r g a n iz e d a nd u n o r ga n i z e d s e c to rs . O r ga n iz e d re t a ilin g in I n d ia is p ro je c te d to g ro w a t t h e ra te o f 2 5 - 3 0 % p . a . , is e s t i ma te d to g r o w fr o m t h e U S $ 4 2 7 b illio n in 2 0 1 0 t o U S $ 6 3 7 b il lio n b y 2 0 1 5 . T he mo t iv e o f t h e s t u d y is t o k n o w t h e ma r k e t p o te n t ia l o f G ur g a o n C e n t ra l in G u r g a o n a nd fi n d o ut t h e c us to me r‟ s p e rc e p t i o n a b o u t t h e ma ll a n d w h a t a re t he c us to me rs ‟ e xp e c ta t io ns fr o m G u r g a o n C e n t ra l. T h e ma in p u r p o s e o f t h e s t ud y is t o fin d o ut t he ta r g e t c us to me rs , p re fe re n c e s o f t h e c us to me rs a n d s a le s p o te n t ia l w it h re fe re n c e t o G u r ga o n C e n t ra l. T he s t u d y is d o n e w it h t he h e lp o f p r i ma r y d a ta g i v e n b y re s p o nd e nts d u r in g s u r v e y a n d s e c o n d a r y d a ta t o k no w t h e ma rk e t p o te n t ia l a n d c u s t o me r p re fe re n c e s a nd b ra n d a w a re n e s s w i t h re fe re n c e to G u r g a o n C e n t ra l, a n d a ls o to u n d e rs ta n d a n d k n o w t he p o te n t ia l c us to me rs . T h is s t u d y is d o n e w it h t h e he lp o f q u e s t io n n a ire a n d it s a na lys is . P r i ma r y d a t a is c o lle c t e d t h ro u g h p e rs o n a l in te r v i e w us in g s t r uc t u re d q u e s t io n n a ire a n d s e c o n d a r y d a ta is c o lle c t e d fr o m ma n a ge me n t o f t h e G u r g a o n C e nt ra l, v a r io u s b o o k , jo u r n a ls a nd fr o m Fu t u r e g ro u p ‟ s w e b s ite . Fr o m t he s t u d y it w a s fo u n d t h a t a lt h o u g h G u r ga o n C e n t ra l fa c e s s t if f c o mp e t it io n fro m t he n e a rb y ma lls , it s t ill h a s a h u g e p o te n t ia l t o g ro w its c us t o me r b a s e . C o mp a n y c a n e n h a n c e it s b us in e s s o r in c r e a s e its s a le s b y p ro v id i n g in c e n t iv e s l i k e me mb e rs h ip c a rd s o r lo ya lt y b e ne f its .

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T h is s t u d y h e lp e d me a lo t fo r a na ly z in g t h e ma rk e t , u n d e rs t a nd in g re ta il b us in e s s a n d h o w to re s p o n d in c r it i c a l s it ua t io ns . Fi n d in g s a n d s u g g e s t io ns / re c o mme n d a t io n o f t h i s re p o r t mi g h t b e he lp fu l fo r t h e c o mp a n y t o i mp r o ve i t s p e r fo r ma nc e a n d b u s in e s s .

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INTRODUCTION

W it h t h e o n s e t o f a g lo b a liz e d e c o no my in I n d ia , t he I n d i a n c o ns u me r 's p s yc h e h a s b e e n c h a n g e d . Pe o p le h a ve b e c o me a w a re o f t h e va lu e o f mo ne y . N o w a d a ys th e I n d ia n c o ns u me rs a re w e l l v e rs e d w it h t he c o n c e p ts a b o u t q u a lit y o f p r o d u c ts a n d s e r v i c e s . T he s e d e ma nd s a re t h e v is ib le imp a c ts o f t he R e ta il Se c t o r o f I nd ia n Ec o n o my. T he re ta il s e c t o r is a ls o o ne o f t h e la r ge s t w o r ld w id e . W a l M a rt is t h e w o r ld 's la r g e s t re t a ile r a nd t h e w o r ld 's la r g e s t c o mp a n y w it h mo r e t ha n $ 3 1 2 b i llio n (U SD ) in s a le s a n n u a l l y . W a l -M a r t e mp lo y s 1 . 3 mi ll io n a s s o c ia te s in t he U n it e d Sta te s a n d mo r e t ha n 4 0 0 , 0 0 0 in t e r na t io n a lly . T h e s e c o n d la r ge s t re t a ile r i n t he w o r l d is Fra n c e 's C a rre fo u r. T he B M I I n d ia R e ta il R e p o rt fo r t he t h ir d -q u a rte r o f 2 0 1 0 , re le a s e d in M a y 2 0 1 0 fo re c a s ts t ha t t h e to ta l re ta il s a le s w i l l g ro w fr o m U S$ 3 5 3 . 0 b il lio n in 2 0 1 0 to U S $ 5 4 3 . 2 b ill io n b y 2 0 1 4 . St ro n g u n d e r ly in g e c o n o mi c g ro w t h, p o p u la t io n e x p a n s i o n, t he in c re a s in g w e a lt h o f in d iv id u a ls a nd t he ra p id c o ns t r uc t io n o f o r g a n is e d re ta il in fr a s t r uc t u re a re k e y fa c t o rs b e h in d t he fo re c a s t g ro w t h .

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a n d n e w re ta il t y p e s k e e p e me r g in g . T h e y c a n b e c la s s ifie d b y o n e o r mo re o f s e v e ra l c ha ra c te r is t ic s : 4 . us ua ll y in a s h o p .WHAT IS RETAILING? R e t a il i ng is a ll t h e a c t iv it ie s in v o lve d in s e ll in g g o o d s a n d s e r v ic e s d ire c t ly to fin a l c o ns u me rs fo r t he ir p e rs o na l. R e ta ile rs a r e a t t he e n d o f t he s u p p ly c ha in . a n d t he n s e lls in d iv id u a l ite ms o r s ma ll q u a n t it ie s to t h e ge ne ra l p u b lic o r e nd us e r c us to me rs . T he w o r d re ta il is d e r iv e d fro m t he Fre n c h w o rd re ta i l e r . M a rk e te rs s e e re ta il in g a s p a r t o f t he ir o v e ra ll d is tr ib u t io n s tra te g y . me a n in g to c ut a p ie c e o ff o r to b r e a k b u lk . TYPES OF RETAILING R e ta ili n g c a n b e c la s s ifie d u n d e r t w o he a d s :  St o re R e ta ili n g  N o n -s t o re R e ta il in g St o r e R e ta il i ng R e ta il s t o r e s c o me in a v a r ie t y o f s h a p e s a n d s iz e s . A re ta ile r b u y s g o o d s o r p ro d u c ts in la r ge q u a nt it ie s fr o m ma n u fa c t u r e rs o r i mp o rt e rs . a ls o c a lle d s t o re . n o n b us in e s s us e . e it h e r d ire c t ly o r t h r o u g h a w ho le s a le r.

T h e ir in c re a s e d o p e ra t in g c o s ts re s u lt in h ig h e r p r ic e s .1 .s e r v i c e is t h e b a s is o f a ll d is c o u n t o p e ra t io ns . T y p e o f s to re c lu s t e r 1 ) A m o u nt o f s e r v i c e D iffe re n t p ro d uc ts re q u ire d iffe re n t a mo u n t s o f s e r v ic e . c ) F ull s e r v i c e r e t a i le r s 5 . s e lf . fa s t mo v i n g s h o p p in g g o o d s (s u c h a s c a ta lo g s h o w ro o ms ). b) L im i te d s e r v ic e r e t a i le r s R e ta ile rs s u c h a s Se a rs a nd J . A mo u n t o f s e r v ic e 2 . C . a nd c us to me r s e r v ic e p r e fe re n c e s va r y : a ) Se lf -s e r v ic e r e ta ile r s C us to me rs a re w ill in g to perform t he ir own " lo c a t e - c o mp a r e -s e le c t " p ro c e s s to s a v e mo n e y . Pr o d u c t lin e 3 . a n d t y p ic a ll y is u s e d b y s e lle rs o f c o n v e n ie n c e g o o d s ( s uc h a s s u p e r ma rk e ts ) a n d n a t io na ll y b ra n d e d . Pe n n e y. To d a y. C o nt r o l o f o u t le ts 5 . p ro v id e mo re s a le s a s s is ta n c e b e c a us e t he y c a r r y mo re s h o p p in g g o o d s a b o u t w h ic h c o ns u me rs need in fo r ma t io n. R e la t iv e p r ic e s 4 .

s p e c ia lt y s to re s a r e flo u r is h in g . fu r n it u re . b o o k s . va r io us c re d i t p la ns . e le c t ro n ic s . h a v e s a le s p e o p le to a s s is tc us to me rs in every phase of the s h o p p in g p ro c e s s . T o d a y . 2) P r o d uc t li ne : R e ta ile rs c a n a ls o b e c la s s ifie d b y t h e d e p t h a n d b re a d t h o f t he ir p ro d uc t a s s o r t me n ts . Fu ll s e r v ic e s to r e s us ua ll y c a rr y mo r e s p e c ia lt y g o o d s fo r w h ic h c us t o me rs lik e to b e w a it e d o n. T he y p ro v id e m o re lib e ra l r e t u r n p o lic ie s . h o me s e r v i c in g. a n d p ro d uc t s p e c ia liz a t io n . d u e to t h e in c re a s in g u s e o f ma r k e t s e g me n ta t io n . E xa mp le s in c lu d e s t o r e s s e ll i n g s p o r t in g g o o d s . b ) D e p a r t me nt s t o r e s c a r r y a w id e v a r ie t y o f p ro d uc t lin e s . o r to ys . ma rk e t t a r g e t in g. flo w e rs . T he b re a d t h o f t h e a s s o r t me n t re fe rs t o t h e n u mb e r o f d iffe re n t p r o d u c ts t h a t t he s t o re c a r r ie s . T h e d e p t h o f a p ro d uc t a s s o r t me n t re fe rs t o t he n u mb e r o f d iffe re n t v e rs io ns o f e a c h p r o d u c t t h a t a r e o ffe re d fo r s a le .Lik e s p e c ia lt y s to re s a n d firs t -c la s s d e p a r t me n t s to re s . a ) Sp e c i a l ty s t o r e s c a r r y a na rr o w p ro d uc t lin e w it h a d e e p a s s o r t me n t w it h in t ha t lin e . a n d e xt ra s s u c h a s lo u n g e s a n d r e s ta u ra n ts . 6 . fr e e d e liv e r y. Ea c h li n e is o p e ra te d a s a s e p a ra te d e p a r t me n t ma na g e d b y s p e c ia lis t b u y e rs a n d me r c ha n d is e rs .

a n d o p e ra te lik e a w a re h o us e . E xa mp le s a re A &P 's Fa mil y M a rts a n d W a l . a nd hy pe r m a r ke ts a re a l l la r g e r t ha n t he c o n v e nt io n a l s u p e r ma rk e t. s u p e r ma r k e t. e ) S upe r s t or e s . M a n y le a d i n g c ha ins a re mo v in g t o w a rd s u p e rs to re s b e c a us e t he ir w i d e r a s s o r t me n t a llo w s p r ic e s to be 5 -6 % h ig h e r tha n c o n v e nt io n a l s u p e r ma rk e ts '.t u r n o ve r c o n v e n ie nc e go o d s .M a r t 's S u p e r c e nte rs . 3 ) R e la ti v e pr ic e s R e ta ile rs c a n a ls o b e c la s s ifie d b y t he p r ic e s t h e y c ha r ge . s e l f -s e r v ic e s to re s that c a rr y a w id e va r ie t y of fo o d . lo w . c o m bi na t i o n s t or e s . H y p e r ma r k e ts c o mb in e d is c o u n t. a n d w a re h o us e re ta ili n g . f) C o mb i na ti o n s t o r e s a re c o mb i n e d fo o d a n d d r u g s to re s .c ) S upe r m a r ke ts a re la r ge . C o n v e n ie nc e s to re s mu s t c ha r ge h i g h p r ic e s t o ma k e u p fo r h i g h e r o p e r a t in g c o s t s a nd lo w e r s a le s v o lu me . b ut t he y s a t is fy a n i mp o r ta n t c o ns u me r ne e d .v o l u me . s e ve n d a ys a w e e k . T he s e s to re s lo c a t e d n e a r re s id e n t ia l a re a s a n d re ma in o p e n lo n g ho u r s .ma r g in . d ) C o nv e nie nc e s t or e s a re s ma ll s t o r e s t ha t c a r r y a li mite d l i n e o f h i g h . lo w -c o s t. h ig h . a n d ho u s e ho ld p r o d u c ts . la u n d r y . M o s t re ta ile rs c h a r g e re g u la r p r ic e s a nd o ffe r no r ma l q ua lit y g o o d s a n d 7 .

c us to me r s e r v ic e . o ffe r in g mo s t ly n a t io n a l b ra n d s . s ho e . T h e s iz e o f c o r p o ra t e c ha in s a llo w s t he m t o b u y in la r g e q u a n t it ie s a t lo w e r p r ic e s . t he v o l u nt a r y c ha i n a nd r e t a il e r c o o pe r a ti v e . a nd t he me r c ha nd is i ng c o ng l o me r a te . b ) C or p or a te c ha i ns a p p e a r in a ll t y p e s o f re ta ili n g . a c c o u n t in g fo r 2 /3 o f re ta il s a le s . t he f r a nc his e or g a ni za t i o n . fo o d . no t in fe r io r go o d s . R e t a ile rs t ha t fe a t u r e lo w p r ic e s in c lu d e : a ) D is c o u nt s t o r e s s e ll s ta nd a r d me r c h a nd is e a t lo w e r p r ic e s b y a c c e p t in g lo w e r ma r g i ns and s e llin g higher v o lu me . a n d c ha i n s g a in p r o mo t io n a l e c o n o mie s b e c a us e t he ir a d ve rt is in g c o s t s 8 . Other fo r ms o f o w ne rs h ip in c lu d e the c or p o r a te c ha i n. So me o ffe r h ig h e r q ua lit y g o o d s a nd s e r v ic e a t h ig h e r p r ic e s . O c c a s io na l d is c o u n t s o r s p e c ia ls d o no t ma k e a s to re a d is c o u n t s t o r e . 4 ) C o ntr o l of o ut le ts : A b o u t 8 0 % o f a ll re ta il s to re s a re in d e p e n d e n ts . v a r i e t y. a ) T he c ha i n s t or e is o ne of the mo s t i mp o r ta n t re t a i l d e ve lo p me n ts o f t h is c e n t u r y. a n d w o me n 's c lo t h in g s t o r e s . d r u g. A t r ue d is c o u n t s to re re g u la r ly s e lls i t s me r c ha n d is e at lo w e r p r ic e s . b u t t h e y a re s tr o n g e s t in d e p a rt me n t.

f) M e r c ha nd is i ng c o ng l o m e r a te s a re c o r p o ra t io n s t h a t c o mb i n e s e v e ra l d if fe re n t re ta il in g fo r ms u n d e r c e n tr a l o w ne rs h ip a n d s ha re s o me d is t r ib u t io n a n d ma n a g e me n t fu n c t io ns . s e r v ic e o r g a n iz a t io n ( t he fra n c h is e r) a n d in d e p e n d e n t b us in e s s p e o p le ( t he fr a nc h is e e s ) w ho b u y t he r ig h t t o o w n a n d o p e ra t e o n e o r mo re u n its i n t he fra n c h is e s ys t e m. d ) T he r e ta ile r c o o p e r a t iv e is a g ro u p o f in d e p e n d e n t re ta i l e rs t ha t s e t up a jo in t ly . C . Pe n n e y. 5 ) T y pe of s t or e c l us te r : 9 . w h o le s a le r.g ro u p buying and c o mmo n me rc h a nd is in g . E xa mp le s in c lu d e D a yt o n .o w n e d c e n tra l w h o le s a le o p e ra t io ns a n d c o nd u c t jo in t me rc ha n d is in g a n d p ro mo t io n e ffo r ts .H u d s o n a nd J .a re s p re a d o u t o ve r ma n y s t o re s a nd o v e r a la r g e s a l e s v o lu me . c ) T he v o l unt a r y c ha i n is a w h o le s a le r -s p o ns o re d g r o up o f in d e p e n d e n t re ta ile rs that engage in . e) A f r a nc his e is a c o n t ra c t u a l or a s s o c ia t io n b e tw e e n a ma n u fa c t u re r.

a n d mo v ie t h e a t re s . d e ve lo p e d . te le p h o ne . b ) A s ho p p i ng c e nt e r is a g ro u p o f re ta il b us in e s s e s p la n n e d . n o n -s t o r e re ta ili n g h a s b e e n g r o w in g mu c h fa s te r t ha n s t o r e re ta il in g. s p e c ia lt y s to re s . o w n e d .M o s t s t o re s to d a y c lu s te r t o ge t he r to in c re a s e t h e ir c us to me r p u lli n g p o w e r a n d t o g iv e c o n s u me rs t he c o n v e n ie nc e o f o ne -s t o p s h o p p in g : a ) C e ntr a l b us i ne s s d is t r ic ts A c e n tr a l b us in e s s d is t r i c t c o mp r is e s o f b a n k s . T ra d it io na l s to re re ta i le rs a r e fa c i n g in c re a s in g s a le s c o mp e t it i o n fr o m c a ta lo gs .li n e c o mp u t e r s ho p p in g s e r v ic e s . h o me TV s h o p p in g s h o w s . a n d o t he r d ir e c t re ta il in g a p p ro a c he s . a n d ma n a g e d a s a u n it. ho me a n d o ffic e p a r t ie s . o n. N o n -s t o re re ta il in g i nc l ude s d ir e c t ma r ke ti ng . N o n . 10 . dir e c t s e lli ng . d e p a rt me n t s t o re s . a nd a ut o m a t ic v e nd i ng . d ire c t ma il.St o r e R e t a i li ng A lt h o u g h mo s t g o o d s a n d s e r v ic e s a re s o ld t h ro u g h s to re s .

Emerging Trends in Indian Retail Industry T ie r -1 P he n o m e no n is q u ite p o p u la r in b ig c it ie s lik e D e l h i a nd M u mb a i fo r q u ite s o me t i me b u t n o w s ma lle r c o s mo p o li t a n c it ie s a re a ls o e me r g in g in t h e o r g a n iz e d re ta il s e c t o r . a . 9 3 0 . 1 0 0 . t h e re b y. T h u s . 2 8 . a n d is e s t i ma te d t o b e c o me $ 8 b (R s . t h is s e c to r is in a fra g me n te d s t a te w it h o v e r 1 2 mil lio n o u t l e t s o p e ra t in g in t he c o u n t r y a n d o n ly 4 % o f t he m b e in g la r g e r t ha n 5 0 0 s q ft in s iz e . Ho w e ve r. T h e c ur re n t s iz e o f t he o r g a n iz e d r e ta ili n g ma rk e t is $ 6 b (R s . a me re 3 % o f t h e t o ta l r e ta il in g ma rk e t w it h a p ro je c te d g ro w t h ra te o f 2 5 – 3 0 % p . T he I n d ia n re ta ili n g in d u s t r y is c u r re n t ly e s t i ma te d a t $ 2 0 5 b ( R s . 11 . 0 0 0 C ro re s ) b y 2 0 0 5 a n d $ 2 4 b (R s . a . 0 0 0 C ro re s ). 9 mi ll io n o u t le ts i n U S A. 0 0 0 C r o re s ) a n d is e x p e c te d t o g r o w a t 5 % p . T h is is in c o mp a r is o n to 0 . 3 5 . I nd ia h a s t h e h ig h e s t n u mb e r o f o u t le t s p e r c a p ita i n t he w o r ld w it h a w id e ly s p re a d re t a il ne tw o r k b u t w it h t he lo w e s t p e r c a p ita re ta il s p a c e ( @ 2 s q ft p e r p e rs o n a s c o mp a re d to 1 6 s q ft p e r p e rs o n fo r U S A ).INDI AN RETAIL INDUSTRY R e ta ili n g in I n d ia is o ne o f t h e s ig n if ic a n t c o n t r ib ut o rs t o t he I nd i a n e c o n o my a n d a c c o u n ts fo r 3 5 % o f t he G D P. c a t e r in g t o mo re t ha n 1 3 t i me s o f t h e to ta l r e ta il ma rk e t s iz e . w it h its c o n tr i b ut io n to to ta l re ta il in g s a l e s lik e ly to r is e t o 9 % b y d e c a d e e nd . 0 0 0 C ro re s ) b y 2 0 1 0 .

Ke e p in g in v ie w t he re la t iv e ly s ma lle r s iz e o f t he ma rk e t. V a d o d a ra . Lu c k n o w .‘T ie r -I I ’ P he no m e no n S ma ll to w ns w it h a p o p u la t io n o f 0 . B h u b a ne s w a r. B h o p a l. With of c o ns u mp t io n a lr e a d y e x p lo ite d {85% re ta ils a le s a s o f n o w } . D e h ra D u n. a n d Lu d h ia n a e t c } . 0 0 0 – 1 2 0 . c re a t in g q ua lit y s p a c e fo r re t a ile rs t o fu l fil l t h e ir a g g r e s s i v e e xp a ns io n p la ns .I I a re a s a re fre s h ta r ge ts a n d a re e x p e c t e d t o c o n t r ib u te 2 0 -2 5 % o f o r ga n iz e d r e ta il in g s a le s . b u t its b e tw e e n 12 .II c i t ie s ra n g e s b e tw e e n 1 0 0 . t he s e T ie r . 0 0 0 s q ua re fe e t. a re w it ne s s in g a d e fi n e d in c re a s e in d is p o s a b le in c o me c o u p l e d w it h h ig h a s p ir a t io na l le ve ls le a d in g to e n h a n c e d s p e n d in g o n c o ns u me r go o d s in a lo n g me t ro s w it h le s s e ra ve rs io n b e in g to c r e d it. V a ra n a s i. E ntr y of I nte r na ti o na l P la y e r s T he fi g h t to d a y is n o t b e tw e e n B ig o r ga n iz e d re ta il s to re s (3 % ) a n d U n o r ga n iz e d K ir a na S h o p s (9 7 % ). C o i mb a to re . R e ta ile rs a r e in t ro d u c in g c o n te mp o r a r y r e ta il fo r ma ts s u c h a s h y p e r ma r k e ts a n d s u p e r ma r k e ts in t he s e ne w p o c k e ts o f g r o w t h. 0 0 0 s q ua r e fe e t in c o mp a r is o n w i t h t he la r g e r me tr o s w h e re a n u mb e r o f ma lls me a s u re o v e r 5 0 0 . 5 – 1 mil lio n { lik e S u ra t . V ij a yw a d a . M a ll d e v e lo p me n t a c t iv it y in t he s e s ma ll t o w ns is a ls o p ic k i n g u p . N a s ik . t he a ve ra g e s iz e o f a re ta il ma ll i n T ie r . I n d o re .

b ut re g io n s p e c if ic fo r ma ts ma y e v o lv e . E n t r y o f t he s e g lo b a l p la y e rs w ill i mp a c t t h e w a y I nd ia R e ta ile rs o p e ra te . E me r g e nc e of N e w R e t a i l F or ma ts C ur re n t ly t h e re ta il s e c to r in I n d ia is p o p u la t e d w it h t h e tra d it io n a l mo m .u r b a n c e n te rs a s o ve r 6 0 % o f I n d ia n p o p u la t i o n is s t ill in t h e s e p a r ts . Pa n ta lo o ns . A n id e a l “ no fr il ls ” mo d e l to s ta rt w i t h 13 . A n in te re s t i n g o b s e r va t io n is t ha t o f la c k o f p r e s e n c e o f o r g a n iz e d r e ta il c ha i n s in t he r u ra l/s e mi . Te s c o and S h o p p e r‟ s Stop. T he y w ill n o lo n g e r b e j us t d e p e n d e n t o n t h e ir lo c a l K ir a n a s h o p fo r t he ir e v e r y d a y n e e d s . A d a r in g fe w v e nt u r e d in t o t h e H y p e r ma r k e t s e g me n t w it h s uc c e s s fu l re s u lts a nd t h is fo r ma t i s b e in g fa s t re p lic a te d b y o t he r p la y e rs . T h is e x p e r ie n c e i n d ic a t e s t ha t t h e I n d ia n c o ns u me r h a s ma t u re d to t he ne x t le v e l o f s h o p p in g e x p e r ie nc e . T he y c o u ld j us t shop once a week or o nc e ha s s l e a mo n t h at c o mp a r a t iv e ly c he a p e r ra te s a n d re ma in fre e .a n d -p o p s t o re s a n d s o me 1 0 0 0 o d d s u p e r ma rk e t s u n d e r o r g a n iz e d re ta il c h a ins . O n o ne h a n d t h e y w ill fi g h t s iz e fa c t o r a nd o n t he o t h e r h a nd g re a t e ff ic ie n c ie s . a s mu c h a s it w ill c h a n g e t he w a y I n d i a n c o ns u me rs liv e a n d d o t he ir s h o p p in g . G iv e n t he I nd ia n c o n d it io ns a n d t h e v a s t d ive rs it y a s in g le fo r ma t ma y n o t b e p o s s ib le fo r t h e n a t io n a l p re s e n c e . India n re ta ile r w ill a ls o ne e d t o q u ic k ly c o me t o t e r ms w it h t he ma rk e t re a lit ie s .g lo b a l g ia nts lik e W a l -M a rt.

a re a ls o in t h e o ffi n g . I n lin e w it h in te r na t io na l tre n d s . a re p la n n in g to d e ve l o p „ s p e c ia lt y ma lls ‟ . P r ic e C or r e c t i o n Fa llo u t o f t h e s u r g e in ma ll d e v e lo p me n t a c t iv it y s ha ll b e t ha t d e ve lo p e rs w il l b e fo rc e d to o ffe r re t a ile rs p r i me r e a l e s t a t e s p a c e s a t c o s ts lo w e r t h a n t h o s e p re v a ili n g to d a y. T h e s e n ic h e d e ve lo p me n ts s h a ll e me r ge a s o ne s t o p d e s t in a t io ns in t h e ir c h o s e n p ro d uc t c a te g o r ie s . in a b id t o o ffe r a d is t in c t iv e va lu e p r o p o s it io n. a n u mb e r o f a na lo g o us d e ve lo p me n ts lik e a „ W e d d i n g M a ll‟ b y O ma xe G ro u p . a s t he s p a c e re q u ir e d b y re ta ile rs to fu l fi ll t h e ir e xp a n s io n p la n s is lik e ly t o 14 . G u r ga o n & Ko lk a ta . t h is w o u ld he lp t o ta k e t h e m to t h e ne x t le v e l o f s u p e r ma r k e t e x p e r ie n c e . ma n y ma ll d e v e lo p e rs .w o u ld b e id e a l fo r t he r u ra l ma rk e ts . Spe c ia lt y M a lls K e e p in g in min d t h e a s t o n is h i n g p a c e w it h w h ic h ne w s u p p l y is e xp e c te d t o e n te r t h e ma rk e t. T h e D e lh i .b a s e d A e re n s G r o u p ha s d e v e lo p e d G o ld S o u k . „ H o me M a lls ‟ o ffe r i n g t he e n t ire r a n g e o f b u i ld in g a nd in te r io r d é c o r s o lu t io ns a re a ls o c o min g u p in va r io us p a rts o f t he c o u n t r y in c lu d in g P u n e („ Is h a n ya ‟ p ro mo t e d b y D e e p a k Fe r t iliz e rs a nd P e t ro c h e mic a l s C o r p o ra t io n Lt d ). a n e xc lu s i v e je w e lle r y ma ll t h a t is a lre a d y o p e ra t io na l in G u r ga o n a n d h a s a mb it io us p la ns to re p lic a te t h e c o n c e p t a c ro s s t h e c o u n t r y. „ A ut o mo b ile M a ll‟ e tc . Fu r t h e r.

t he re b y . T h is c o r re c t io n c o u ld re s u lt in a mo re s tr u c t u re d r e ta il re a l e s ta te ma r k e t t h a t w o u ld a llo w re ta ile rs a h ig h e r ma r g in o n t h e ir r e a l e s ta t e in v e s t me n ts .e ve n p e r io d fo r re ta il e rs . t h e re la t iv e ly o v e r -s e r v e d c i t i e s c o u ld w it ne s s h ig h e r a c t iv it y .b e le s s e r t ha n o ffe re d . E v e n t ra d it io n a l re t a ile rs lik e Be nz e r. w h ic h s h a ll t ra n s la te in t o h ig h e r re v e n u e re a liz a t io ns fo r d e ve lo p e rs . T r a d i ti o na l R e ta ile r s i n M a l ls T he a b u n d a n t s u p p ly o f re ta il s p a c e ha s p r o v id e d re ta i l e r s w it h t h e le e w a y to e x p e r i me n t w it h n e w e r fo r ma ts a n d p ro d uc t c a te g o r i e s . T r a ns f o r m a t i o n & I n no v a t i o ns of S up pl y C ha i n and T r a ns p o r t a t i o n l o g is ti c s 15 . M a ll d e v e lo p e rs s ha ll ha v e s u f fic ie n t in c e n t iv e to o p e ra te o n a re v e n u e s ha r in g p r ic in g mo d e l a s ma n y o f t h e s e tra d it io na l re ta ile rs c a n g e ne ra t e h ig h e r s a le s p e r s q u a re fo o t a s c o mp a re d t o t he la r ge r . a s re a l e s ta te s p a c e b e c o me s mo re a ffo rd a b le . M o re o ve r.fo r ma t d e p a r t me n t s to r e s . re d u c in g t he b re a k . M e hra s o n‟ s J e w e lle rs e tc a r e b e i n g p us he d to mo d e r n re t a il i n g fo r ma ts lik e s h o p p in g ma lls . u n d e r -s e r v e d ma r k e ts c o u ld p ro v id e e n o u g h ma r g in s t o re ta ile rs t o c o mp e ns a te fo r lo s s o f ma r g in s in s o me o f t he o v e r s e r ve d ma rk e ts . t he re b y e na b l i n g t he m t o e x p a n d fa s te r. Fu r t he r. S t u d y b y J a n a k .

16 . c ha n g e in t h e e q u i li b r iu m w it h ma n u fa c t u r e rs a n d a t ho ro u g h u n d e rs ta n d in g o f t h e c o ns u me r b e ha v io r. a s d is c us s e d b e fo re . T h e life s t y le re ta il e rs t h r o u g h t h e ir `a ff in it y c lu b s ' a nd ` re w a r d c lu b s ' a re e s ta b lis h in g t he ir p ro c e s s e s . a d v a nc e d te c h n o lo g ie s . M or e us e of T e c hno l o g y R e ta ili n g . c o mp l ic a te d la w s a n d a n in d iffe re n t a tt it u d e .va lu e fo r mo n e y . c o s t. E f fic ie nt s u p p ly c h a ins c a n a c h i e v e t h is o b je c t iv e a n d fue l d e ma n d . T he c o mp lic a te d in fo r ma t io n s y s te ms a n d u n d e r ly in g te c h n o lo g i e s a re in t he p ro c e s s o f b e in g e s ta b lis h e d .To c o u n te r t h e u n b e a ta b le a d va n ta ge s o f c o n v e n ie n c e o f a h o p . T h e s up p ly c h a in in I n d ia is fu l l o f in e ff ic ie nc ie s . A s uc c e s s fu l re ta il e r 's w in n i n g e d ge w il l t he re fo re c o me fr o m s o u rc in g .ma r k e t. t h e g ro u n d i s a ll s e t fo r t h e o r ga n iz e d re ta ile rs . o r g a n i z e d re ta ile rs s e e m t o ha v e j us t o n e o p t io n . va r ie t y. s k ip a nd a j u mp a c c e s s a nd ho me d e li v e r y . The tra d it io n a l re ta ile rs w ill a lw a ys c o nt in u e to e x is t b u t o r ga n i z e d re ta ile rs a re w o rk in g to w a r d s r e v a mp in g t h e ir b us in e s s to o b t a i n s tra te g ic a d v a n ta g e s a t v a r io u s le v e ls . M o s t gr o c e r y r e ta i l e rs lik e Fo o d W o r ld ha v e s ta r te d t ra c k in g c o n s u me r p u r c ha s e s t h ro u g h C R M .a re s u lt o f in a d e q ua te in fr a s t r u c t u re .h o w b e s t it c a n le v e ra g e its s c a le to d r i v e me r c ha n d is e c o s ts d o w n. k no w le d g e a nd c us to me r.o ffe r a t tra c t iv e p r ic e s t o t he c o n s u me r. s h o p p in g e x p e r ie n c e . is a t a n a s c e n t s ta ge in I nd i a . q ua lit y. inc re a s e s to c k t u r ns a n d ge t b e t t e r c re d it t e r ms fro m ve n d o rs . to o ma n y mid d le me n. W it h d if fe re n t ia t in g s tra te g ie s . d is c o u n ts .

a n ic e -s k a t in g r in k a nd e ve n a z o o fo r t he s a m e re a s o n . U S A c o n ta in s a s c ho o l. To e n s u re re g u la r w a lk . ma l l d e v e lo p e rs h a ve s ta rte d t o fo c u s o n in v o l v in g t he lo c a l c o mmu n it y .C o mm u ni ty I nv o l v e m e nt Fo o t fa lls in mo s t ma lls a re o b s e r ve d to b e s ig n i fic a n t l y h ig h e r o n w e e k e n d s . Ac t iv it ie s lik e k a ra te c la s s e s and p a in t i n g c o mp e t it io ns fo r c h i l d re n p u ll t he i r s a la r y -e a r n in g p a re n ts to v i s i t t he ma ll. D a n d ia a n d N a v ra t re p a r t ie s a t A n s a l P la z a a n d Fe s t i v a l p a r t ie s a t o t h e r m a lls a ls o ha v e t h e s a me o b je c t iv e . V is h a l R e ta il secured c o rp o ra te debt re s t r uc t u r in g ( C D R ) p la n fr o m its le nd e rs w h ile o t h e r p la ye rs l i k e t he R e lia nc e R e ta il r u n b y M uk e s h A mb a n i a n d Pa n ta lo o n l e d K is h o re B iy a n i b y w e n t s lo w o n e x p a ns io n p la ns a n d e v e n s c a l e d d o w n o p e ra t io ns . a n a ud ito r iu m. 17 . S o u t h -d a l e M a ll.ins o n w e e k d a ys . a n d t ha t s ho p p e rs w a n t t h e ir ma lls a n d to w n c e n t e rs to b le n d w it h and r e fle c t t h e ir own c o mmu n it ie s . Fo r e x a mp le . R e t a il a nd R e c e s s i o n T he g lo b a l e c o n o mic s lu mp h a s h a d its i mp a c t o n t h e I n d ia re t a i l s e c to r. Their p h ilo s o p h y to d a y is t h u s to c r e a t e a c e n te r w he re p e o p le w o u l d w a nt to s ta y w e ll b e y o n d t h e ir s h o p p in g t i me t o e na c t t he r it u a ls of u rb a n life . O ne o f t he e a r lie s t p la y e rs in t he I n d ia n re ta il s c e na r i o S u b h ik s ha 's o p e ra t io ns c a me t o a ne a r s ta n d s t ill a n d re q u i re d liq u id it y in je c t io n. T he y ha v e re c o g n iz e d t ha t t h e ir c e nt e rs n e e d to b e e nte rta in in g.

RETAILERS IN INDIA 1 ) K. R a he j a Gr o up       S ho p p e r‟ s s to p H o me St o p M o t he r c a re H y p e r c it y C ro s s w o r d P la n e t M 2 ) T a t a T r e nt  W e s ts id e  Sta r I n d ia Ba z a a r  La n d ma r k  C ro ma 3 ) R P G Gr o up  Sp e n c e r‟ s s u p e r ma rk e t  Sp e n c e r‟ s d a ily  Sp e n c e r‟ s h y p e r ma rk e t  M us ic w o r ld 4 ) R e li a nc e Gr o up  R e lia n c e fre s h  S u b h ik s ha 18 .

L t d  Pa n ta lo o ns  B ig b a z a a r  Fo o d b a z a a r  Fa s h io n s ta t io n  A ll  B lu e s k y  E Zo n e  C o lle c t io n I  H o me T o w n  C e nt ra l M a ll 9 ) G o dr e j Gr o up  G o d re j A a d h a r  N a t u re ‟ s Ba s k e t 1 0 ) N i lg ir i ’s -F or ma ts  N ilg ir i 's ‟ s up e r ma r k e t c h a in 1 1 ) S ub hi ks ha -F or m a ts 19 .5 ) B ha r ti Gr o up 6 ) A di t y a B ir la Gr o up 7 ) C a f é C of f e e D a y 8 ) P a nt a l o o n r e ta il (I ) P v t.

 S u b h ik s ha s u p e r ma r k e t p h a r ma c y  Te le c o m d is c o u n t c h a in. 1 3 ) P y r a mi d R e t a il -F o r m a ts  P y ra mid M e g a s t o r e  T r ue -M a rt 20 . 1 2 ) L if e s t y le I nte r na t i o na l  Li fe s t y le Ho me C e n t re  Max  Fu n C it y  I n te r n a t io n a l Fr a nc h i s e b ra n d s t o r e s .

1 : T OP 2 0 R E T A I L E R S W OR L D W I D E 21 .T A B L E 1 .

I n d ia (1 9 9 4 ) Fo u n d e r (s ) : . 1 0 .M u mb a i. 0 0 0 W e b s ite : . I n d ia K e y P e o p le : .P r iv a t e C o n g lo me ra te Fo u n d e d : . 0 0 0 c ro re E mp lo y e e s : . fu t u re g r o u p . in 22 .5 8 .K is h o re B iy a n i ( F o u n d e r a n d G r o up C EO ) R e ve n u e : .R s .w w w .T y p e : .M u mb a i.K is h o re B iy a n i H e a d q u a rte rs : .

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Fu t u r e G ro u p is o ne o f t he c o u n t r y ‟ s le a d in g b u s in e s s g ro u p s p re s e n t in re ta il, a s s e t ma n a ge me n t, c o ns u me r fi n a n c e , in s u ra nc e , re ta il me d ia , re ta il s p a c e s a nd lo g is t ic s . T h e g r o u p ‟ s fla gs h i p c o mp a n y, P a nt a l o o n R e t a i l (I ndi a ) L i mi te d o p e ra te s o v e r 6 mi llio n s q u a re fe e t t h r o u g h 4 5 0 s to r e s in 4 5 c it ie s . S o me o f i t s le a d in g r e ta il fo r ma ts in c lu d e , P a nta lo o n s , B ig B a z a a r, C e n t ra l , Fo o d Ba z a a r, H o me T o w n, e Z o ne , D e p o t, Fu t u r e M o n e y a n d o n l i n e re ta il fo r ma t, fu t u r e b a z a a r. c o m . Fu t u r e G ro u p c o mp a n ie s in c lu d e s , Fu t u re C a p ita l H o ld in g s , Fu t u r e G e n e ra li I n d ia , Indus Le a g u e C lo t h i n g and Galaxy

E n te rta i n me n t t h a t ma n a ge s S p o r ts Ba r, Br e w Ba r a n d B o w l i n g C o . Fu t u re C a p ita l H o ld in g s , t h e g ro u p ‟ s fin a n c ia l a r m, fo c us e s o n a s s e t ma n a ge me n t a n d c o ns u me r c re d it. It ma na g e s a s s e ts w o rt h o ve r $ 1 b il lio n t h a t a re b e i n g in v e s te d in d e v e lo p in g re ta il re a l e s ta t e a nd c o ns u me r - re la t e d b ra n d s a n d ho te ls . T he g ro u p ‟ s jo in t v e n t u re p a rt n e r s in c lu d e I ta lia n in s u ra nc e ma j o r, G e ne ra li, Fre n c h re ta ile r ETA M g ro u p , US-based

s ta t io na r y p r o d u c ts re ta ile r St a p le s I nc , U K -b a s e d Le e C o o p e r a nd I n d ia b a s e d Ta lw a lk a r‟ s , B lu e Fo o d s a n d Lib e rt y S h o e s .
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Fu t u r e G ro u p ‟ s v is io n is t o , “ D e l iv e r E v e r y t hi ng , E v e r y w he r e , E v e r y ti me t o E v e r y I ndi a n C o ns ume r i n t he m os t p r of i ta b l e ma n ne r . ” T he g r o up c o ns id e rs „ I nd ia n - ne s s ‟ a s a c o re v a lu e a n d its c o rp o ra te c re d o is - R e w r ite r u l e s , R e ta in v a lu e s .

Gr o up V is i o n

Fu t u r e G ro u p s h a ll d e li v e r E v e r y t h in g, E v e r yw h e re , E ve r y t i me fo r E ve r y I n d ia n C o n s u me r i n t he mo s t p r o fit a b le ma n n e r.

G r o up M is s i o n

1 . W e s ha r e t he v is io n a n d b e lie f t h a t o u r c u s to me rs a n d s ta k e h o ld e rs s ha ll b e s e r ve d o n ly b y c re a t in g a n d e x e c u t i n g fu t u r e s c e na r io s in t he c o ns u mp t io n s p a c e le a d in g to e c o no mi c d e ve lo p me n t. 2 . W e w ill b e t h e t re n d s e tte rs in e v o lv i n g d e liv e r y fo r ma t s , c re a t in g r e ta il re a lt y, ma k in g c o ns u mp t io n a ffo r d a b le fo r a l l c us to me r s e g me n ts – fo r c la s s e s a n d fo r ma s s e s . 3 . W e s h a ll in f u s e I nd ia n b ra n d s w it h c o n fid e nc e a n d r e ne w e d a mb it io n. 4 . W e s ha ll b e e ffic ie n t, c o s t - c o n s c io us a n d c o mmit te d t o q ua l i t y in w h a te v e r w e d o . 5 . W e s h a ll e ns u re t h a t o u r p o s it iv e a tt it u d e , s in c e r it y, h u mi l i t y a nd u n it e d d e te r min a t io n s h a ll b e t he d r iv in g fo rc e to ma k e u s s uc c e s s fu l.
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C or e V a l ue s o I nd ia n n e s s : c o n fid e nc e in o u rs e lv e s . o Le a d e rs h ip : t o b e a le a d e r, b o t h in t ho u g h t a n d b us in e s s . o R e s p e c t & H u mi lit y : to re s p e c t e ve r y in d iv id u a l a n d b e h u mb le in o u r c o n d uc t. o I n tr o s p e c t io n : le a d in g to p u rp o s e fu l t h in k i n g . o O p e n n e s s : to b e o p e n a n d re c e p t iv e to n e w id e a s , k n o w le d g e a nd in fo r ma t io n . o V a lu in g a n d N u rt u r in g R e la t io n s h ip s : to b u ild lo n g t e r m re la t io ns h ip s . o S i mp lic it y & Po s it iv it y : S i mp lic it y a n d p o s it iv it y in o u r t ho u g h t, b us in e s s a n d a c t io n . o A d a p ta b il it y : c ha lle n g e s . o Flo w : to re s p e c t a n d u n d e rs ta n d t h e u n i v e rs a l la w s o f n a t u r e . to be fle x ib le a nd a d a p ta b le , to me e t

Gr o up W e bs i te s :
     

Pa n ta lo o n R e ta il (w w w . p a n ta lo o n r e ta il. in ) Fu t u r e Ba z a a r (w w w . fu t u re b a z a a r. c o m) Fu t u r e Br a nd s (w w w . fu t u r e b ra n d s . c o . in ) Fu t u r e G ro u p ( w w w . fu t u r e g r o up . i n ) Fu t u r e C a p ita l Ho ld in gs (w w w . fc h . in ) Fu t u r e G e n e ra li (w w w . fu t u r e ge n e r a li. in )
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in ) Fu t u r e S u p p ly C h a in S o lu t io n (w w w . in ) 26 . fu t u r e me d ia . fu t u re s u p p ly c h a ins . c o m) Fu t u r e M e d ia ( w w w .   Fu t u r e H u ma n D e ve lo p me n t (w w w . fhd l.

A L L. S o me o f its o t he r fo r ma ts inc lu d e . T he c o mp a n y ‟ s le a d i n g fo r ma ts i n c lu d e Pa n ta lo o ns .f o r ma t ho me s o lu t i o n s 27 . a c ha i n o f fa s h io n o u t le ts . B ra n d Fa c t o r y . B ig B a z a a r . f ut ur e b a za a r . c o n v e n ie nc e a n d q ua lit y a n d C e ntr a l . a u n iq u e ly I n d ia n h y p e r ma r k e t c ha in. a nd h e a d q ua r te re d in M u mb a i ( B o mb a y ). Le d b y i t s fo u n d e r a n d G ro u p C E O . Fo o d Ba z a a r . c o m . mB a z a a r a n d St a r a n d S it a ra . o p e ra t e s Ho me To w n. to u c h a nd fe e l o f I n d ia n b a z a a rs w it h a s p e c ts o f mo d e r n re ta il l i k e c ho ic e . A s u b s id ia r y c o mp a n y . a s u p e r ma r k e t c ha in. t he c o mp a n y o p e ra te s o ve r 7 mil lio n s q ua re fe e t o f re ta il s p a c e . 0 0 0 p e o p le . D e p o t . S h o e Fa c to r y. a c ha in o f s e a ml e s s d e s t in a t io n ma lls . Ho me So lu t io n s R e ta il (I n d i a ) Li mit e d . B lu e Sk y. is I nd ia ‟ s le a d in g re ta i l e r t ha t o p e ra te s mu lt ip le re ta il fo r ma ts in b o t h t he v a lu e a n d li fe s t y le s e g me n t o f t he I n d ia n c o ns u me r ma rk e t.Pantaloon Retail (India) Limited Pa n ta lo o n R e ta il ( I n d ia ) Li mit e d . K is h o r e B iy a n i. b le n d s t he lo o k . T h e c o mp a n y a ls o o p e ra t e s a n o n li n e p o rt a l. To p 1 0 . Fa s h io n S ta t io n. a la r g e . ha s o v e r 1 0 0 0 s to re s a c ro s s 5 3 c it ie s in I n d i a a nd e mp lo ys o v e r 2 5 . M r.

Z o ne fo c u s e d o n c a te r in g to t h e c o n s u me r e le c t ro n ic s s e g me n t. R e t a in v a lu e s . 6 . 28 . 4 . C N B C A W A Z m os t pr e f e r r e d L a r g e F o o d & g r o c e r y S up e r ma r ke t. C o lle c t io n i. ‟ T h e g ro u p ‟ s c o rp o r a te c re d o is . T he E me r g i ng M a r ke t R e ta i le r of t he Y e a r 2 0 0 7 a t t he W or ld R e t a i l C o ng r e s s he ld i n B a r c e l o na . 3 . I nte r na ti o na l R e ta ile r of t h e Y e a r 2 0 0 7 b y t he U S. Fu t u r e G ro u p b e lie ve s in d e v e lo p in g s t r o n g in s ig h t s o n I nd ia n c o ns u me rs a n d b u ild in g b u s in e s s e s b a s e d o n I nd ia n id e a s . SI N GA P O R E . „ R e w r ite r u le s . s e lli n g h o me fu r n it u re p r o d u c ts a n d E . B e s t of t he B E ST R E T A I L E R 2 0 0 6 & 2 0 0 7 . a s e s p o us e d in t h e gr o u p ‟ s c o r e va lu e o f „ I n d ia n n e s s . b y A SI A P A C I F I C T OP 5 0 0 . B us i ne s s L e a de r s hip A w a r d i n r e ta il by N D T V . 5 . 7 . R e a de r s D ig e s t T r us te d B r a nd s P la t i num A w a r d.s to r e . ‟ INTERNATIONAL & NATIONAL AWARDS Pa n ta lo o n R e ta il w a s re c e n t ly a w a rd e d a s : 1 . He w it t i nt e r na ti o na l B E ST 1 5 E M P L OY E R i n I N D I A .ba s e d N a t i o na l R e ta il F e de r a t i o n (N R F ) a nd 2 .

a b us in e s s g ro u p c a te r in g to t h e e n t ire I nd ia n c o ns u mp t io n s p a c e . N o w w e a r e go in g to d is c u s s a b o u t a ll t h e LI N Es O F BU SI N ES S c o me u n d e r P AN T A LO O N ‟ s R E T A I L . jo in t ve n t u re s o f t h e 29 . 1 li ne of b us i ne s s T he n e x t p a g e c a rr ie s a ta b le s ho w in g t h e Fu t u r e G ro u p . T a b le 3 .Pa n ta lo o n R e t a il is t he fla g s h ip c o mp a n y o f F ut ur e Gr o up .

30 .

31 . a n d C e le b ra t in g . Ea t in g . T he t h o u g h t b e h in d t h is p io n e e r in g concept was to g iv e c us to me rs an u n o b s t r uc te d a nd a p u re s h o p p in g e x p e r ie n c e a n d to e n s u re t h e b e s t b ra n d s in t he I n d ia n ma rk e t a re ma d e a v a ila b le t o t h e d is c e r n in g I n d ia n c us to me r. h o us in g s up e r ma rk e t s a nd fo o d c o u rts . e a t a nd c e le b r a te . T he n e w „ C e n tr a l‟ ma ll c o mp le x e s . w o u l d a ls o h o us e mu lt ip le x t h e a t e r fa c ili t ie s fr o m I n o x o r P V R g ro u p s . Lo c a te d in t h e he a rt o f t h e c it y. in s t e a d w e mu s t b e p re s e nt w he re c us to me rs fre q ue n t l y v is it.CENTRAL La u n c h e d in M a y '0 4 a t Ba n g a lo r e . C e n tra l ma ll s to c re a te a n e x p e r ie nc e of „ c e le b ra t io n‟ c o u ld e v e n o f fe r fa c ilit ie s fo r n ig h t c lu b . T he s e s to re s o ffe r p ro d uc ts of o ve r 5 0 0 w e ll known d o me s t ic a n d in te r na t io n a l b r a nd s . „ C e n t ra l‟ ma ll fo r ma t s to re s a re one stop d e s t in a t io n s fo r S h o p p in g. C e n tra l is a s h o w c a s e . In s ho r t. Be s id e s . C e n t r a l b e lie ve s its c us to me rs s ho u ld n o t h a ve t o tra v e l lo n g d is ta nc e s t o re a c h us . a c c o rd i n g t o c o mp a n y o f fic ia ls . s e a mle s s ma ll a nd t h e fir s t o f its k in d in I n d ia . C e nt ra l o f fe rs e ve r y t h in g fo r t he u rb a n a s p ira t io n s h o p p e r t o s ho p.

G ur g a o n . It i s in d e e d a n id e a l p la c e fo r s ho p p in g a n d c e le b ra t io n. P u n e . T h e Fo o d C o u r t a t t he ma ll is o n e w o r t h v is it i n g . At C e n t ra l . c us to me rs no lo n g e r o n ly s h o p . w h ic h b e g a n o p e ra t in g fo u r y e a rs a g o fr o m B a n g a lo r e in M a y 2 0 0 4 . a nd H y d e ra b a d . 32 . I n a s h o r t s p a n o f its e x is te nc e C e nt ra l ha s re v o lu t io n i z e d a nd re d e fin e d t h e s h o p p in g e xp e r ie n c e in I n d ia . t h e y ge t S HOP -A T A I N E D ! GURGAON CENTRAL Sp re a d o ve r 1 . T he r e s ta u ra n ts c a te r to t he ta s te p r e fe re n c e s o f a n y o ne w it h a w id e v a r ie t y o f c u is in e s o f t he Ea s t a nd t he W e s t. T he re a re fin e s t c o ll e c t io ns fo r me n. 2 5 . T h e ma l l i s c o n v e n ie nt ly lo c a te d n e a r N H 8 a nd G u r g a o n . w o me n a n d k id s . G ur g a o n C e ntr a l M a ll is t h e ma n i fe s ta t io n o f S to re s w it h o ut D o o rs .T he p re miu m c h a in. V a d o d a r a . 0 0 0 s q ua re f e e t a re a . T he re a re s t o re s a n d s ho w r o o ms s e lli n g mo re t h a n 5 0 0 re p u t e d b ra n d s w it h q ua lit y a s s u ra n c e .M e h r a u li ro a d . is c ur re n t ly r u n n i n g f iv e s to re s a t Ba n g a lo re . T h e n u mb e r o f t h e s e ma ll fo r ma t s to r e s a fte r e x p a n s io n w ill g o u p t o 1 8 s to re s in 2 0 1 0 . T h e Fo o d Ba z a a rs a t C e n t ra l M a ll e n s u re t h e a va ila b ilit y o f q u a lit y g ro c e r y o f y o u r c h o ic e .

T he fi r s t flo o r ho u s e s s t o re s d e a lin g in w o me n a n d k i d s s t u ff. “ tre a t y o u r ta s te b u d s to s o me o f t he mo s t e x o t ic c u is in e s a n d lip s ma c k in g d e s s e rts s p re a d o ve r a s p ra w lin g fo o d c o u rt. T he t h ir d flo o r ha s s to re s s e llin g c o n s u me r a r t ic l e s p r i ma r il y u s e d b y me n.w is e . 33 . T he g r o u n d flo o r i s a rr a n g e d fo r c o s me t ic s to re s . ” T h e St o re s a t t he G u r g a o n C e n t ra l M a l l h a ve b e e n a s s o rte d in to flo o rs p r o d uc t . T h e t h ir d flo o r is e xc lu s iv e ly fo r fo o d ite ms .T he ir c a tc h p h ra s e re a d s . T he Fo o d C o u r t r e s ta u ra n ts a n d Fo o d Ba z a a r w it h g r o c e r y s to r e s s e lli n g g r o c e r y a rt ic le s a t w ho le s a le p r ic e s a re o n t he t h i r d flo o r. T h e ma ll is o p e n fr o m1 1 a m to 1 0 p m.

34 .

n e w s a rt ic le s . it w ill n o t o n ly te ll us a b o u t t he b ra n d p e rc e p t i o n b u t a ls o a b o u t t h e w a y s t he c o ns u me r t h i n k . D e c is i o n ma k in g is mo r e c o mp le x a n d e ve n mo r e i mp o rta n t fo r c o n s u me rs to d a y t ha n in t h e p a s t. I n a d d it i o n. W e s e e c u s to me r fe e d b a c k fo r ms b e i n g p ro v id e d a t va r io us re s t a u ra n ts . 1 9 9 2 ). T h e p u rc h a s e o f g o o d s o r s e r v ic e s in c lu d e s a N u mb e r o f fa c to rs t h a t c o u ld a ffe c t e a c h d e c is io n. t h e b ra n d c o u ld b e i mp r o ve d . a n d v a r io us o t he r p la c e s . c o ffe e h o u s e s . in c re a s e s mu c h o f it w it h mix e d me s s a g e s . n u mb e r a n d v a r ie t y o f g o o d s . ” 35 . and in t h e s h o p p in g ma lls . a n d ma k e h is s t ra te g ie s mo r e s uc c e s s fu l. T h u s ta k in g c us to me r fe e d b a c k is a n i mp o rta n t t o o l in t h e re ta il in d u s tr y. a n d t h e a v a ila b ili t y o f mu lt i c o mp o ne n t p r o d u c t s a nd e le c t ro n ic p u rc ha s in g c a p a b il it ie s h a ve b r o a d e ne d t he s p he re fo r c o ns u me r c h o ic e a nd ha v e c o mp lic a te d d e c is io n ma k i n g ( Ha fs t ro m e t a l. Sp ro le s a nd K e nd a ll (1 9 8 6 ) d e fin e a c o n s u me r d e c is i o n ma k in g (C D M ) s t y le a s “ a me n t a l o r ie n ta t io n c h a ra c te r iz in g a c o ns u me r 's a p p ro a c h t o ma k in g c h o ic e s . a n d d ir e c t ma il in g s t ha t p r o v id e a n a b u n d a n c e o f in fo r ma t io n. w h ic h o ffe rs a u n iq u e in s ig h t in t h e min d s o f t h e c o n s u me r. Its a n i mp o rta n t to o l. .LITERATURE REVIEW R e ta ile rs a nd ma r k e te rs o fte n s e e k to le a r n h o w a n d w h y p e o p le s h o p . T he c o ns u me r d e c is io n ma k in g p ro c e s s is a c o mp l e x p he n o me n o n . s t o re s . t h us a llo w in g t h e ma rk e te r t o p re p a re i n t he ma n n e r. C o ns u me rs a re b e s ie ge d b y a d v e rt is i n g .

e d u c a t e c o ns u me rs a b o u t t h e ir s p e c i f i c d e c is io n ma k in g c h a ra c te r is t ic s . r a t io na l. b ra n d i ma ge a n d b ra n d e q u it y. B ra n d c o n c e p t s mu s t a d d re s s c us to me r in te re s ts a n d life s t y le s . s ig n . T he o r e t ic a l of B r a nd i ng B ra n d is t h e i ma ge t h a t c o ns u me rs ha v e in mi n d ( Aa k e r. o r e mo t io n a l o r in ta n g ib le re la te d to w ha t t he b r a nd re p re s e n ts . b ra n d c ha ra c te r is t ic . T he s e d iffe re n c e s ma y b e fu n c t i o na l. T h e A me r i c a n As s o c ia t io n d e fi n e s a b ra n d a s “ a na me . I t is a ls o t he u n iq u e c h a ra c te r is t ic s t h a t ha v e b e e n d e ve lo p e d a ll t he t i me in o rd e r t o d iffe re n t ia te a c t ua l p ro d u c t s fr o m t h e c o mp e t ito rs (M u r p h y. 36 . 1 9 9 1 ). “ A b ra n d is t h us a p r o d u c t o r s e r v ic e t h a t a d d s d i me n s io ns t h a t d if fe re n t ia t e it in s o me w a y fr o m o t h e r p r o d u c ts o r s e r v ic e s d e s ig n e d to s a t is fy t he s a me ne e d . o r a c o mb in a t io n o f t he m in te nd e d to id e n t if y t h e g o o d s o r s e r v ic e s o f o n e s e lle r o r g ro u p o f s e lle rs a n d to d if fe re n t ia t e t he m fr o m t h o s e o f c o mp e t ito rs . t e r m. Fa c to rs t h a t a f fe c t its b r a nd i ma g e and b ra n d p e rc e p t io n a mo n g ma r k e t i n g c o mmu n ic a t io n p ro g ra m t ha t i mp l e me n t in g to t h e p ub lic t o c re a t e b ra n d p e rc e p t io n. I n a d d it io n . a n d c o u n s e l fa mil ie s o n fin a n c ia l ma n a g e me n t ".N e w A g e M a r k e t in g : E me r g i n g R e a lit ie s A c c o rd in g to S p r o le s & K e n d a ll ( 1 9 8 6 ) id e n t ific a t io n o f t he s e c ha ra c te r is t ic s a mo n g c o ns u me rs " he lp s to p ro fi le an in d iv id u a l c o ns u me r s t y le . 1 9 9 0 ). s y mb o l o r d e s ig n .

Ac c o r d in g t o t he i mp r o v e me n t o f me a s u re me n t fo r b ra n d e q u it y.B r a nd P e r c e p ti o n B ra n d p e rc e p t io n is c o ns u me rs ‟ a b ilit y to id e n t if y t he b ra n d u n d e r d if fe re n t c o n d it io ns . 2 0 0 6 ). 1 9 9 3 ). 1 9 8 7 ) . B ra n d a w a r e ne s s ha s s e ve ra l le ve ls s ta rt in g fr o m the le s s re c o g n it io n of t he b ra n d to d o min a n c e ( Aa k e r. It r e fe rs to t h e s t re n g t h o f a b ra n d p re s e nc e in c o n s u me r‟ s min d s . I n t he fi n e a rts . a s re fl e c te d b y t h e ir b r a nd re c o g n it i o n o r re c a ll p e r fo r ma n c e ( K o t le r & La n e . B ra n d s to d a y p la y a n u mb e r o f i mp o rta n t ro le s t ha t i mp ro v e c o ns u me rs ‟ 37 . 2 0 0 5 ). Pe rc e iv e d q ua lit y is a n o t h e r v a lu a t io n o f b ra n d t o p us h t h e c us t o me r to b u y p r o d u c ts . 1 9 9 1 ). B ra n d a w a re n e s s w a s d e fi n e d a s t he c o ns u me rs ‟ a b ilit y to id e n t if y o r re c o g n iz e t h e b ra n d ( R o s s it e r a n d Pe rc y. T he e a r lie s t s ig n s o f b ra n d in g i n E u r o p e w e re t he me d ie v a l g u ild s ‟ r e q u ir e me n t t h a t c ra fts p e o p le put tr a d e ma r k s on t h e ir p ro d u c ts to protect t he ms e lv e s a nd c o n s u me rs a g a in s t in fe r io r q ua lit y . b ra n d a w a re n e s s . p e rc e i v e d q ua lit y . e t a l. b ra n d a s s o c ia t io n. Pe rc e i v e d q u a lit y w a s e v a lu a te d a n d d e c id e d b y c o n s u me rs . c o ns u me r -b a s e d b ra n d e q u it y w a s d e s c r ib e d fo r fo u r d ime n s io ns . a nd b ra n d lo y a lt y ( Pa p p u . B ra n d re c a ll r e fe rs to c o n s u me r‟ s a b il it y to re t r ie v e t he b ra n d fro m t h e me mo r y ( Ke lle r. B ra n d b u ild in g ha s b e e n a ro u n d fo r c e n t u r ie s a s a me a ns to d is t in g u is h t h e go o d s o f o ne p ro d uc e r fro m t h o s e o f a n o t h e r. b ra n d in g b e g a n w it h a rt is t s s ig n in g t h e ir w o r k s .

liv e s a nd e n h a nc e t he fin a n c ia l v a lu e o f fir ms ( K o t le r & La n e . 38 . 2 0 0 6 ). 1 9 8 7 ). T he re a re p o s it iv e r e la t io ns h ip a mo n g b r a n d a w a r e n e s s . 1 9 9 6 . p e rc e iv e q ua l i t y a nd b ra n d e q u it y ( Ak e r. B u z z e ll & G a te . T h e ma r k e t in g p r o g ra m h a s e ffe c t to imp r o v e t he p e rc e iv e q u a lit y o f b ra n d fo r d if fe r e nt c u s t o me rs . B ra n d a w a re ne s s a n d b r a nd p e rc e iv e d q ua lit y a s t h e s ig n if ic a n t fa c t o rs to c re a te a n d ma i n ta in b ra n d e q u it y.

 To o b s e r ve t he C us to me r Pe rc e p t io n and p re fe r e nc e re ga rd in g t h e d if fe r e nt re t a il c h a ins in G u r g a o n . v is it in g a ma ll.  To o b s e r v e t he p s yc h o lo g y o f t he c u s t o me rs re g a r d i n g .  To a n a ly z e t he a t tr a c t iv e n e s s o f t h e ma ll fr o m t he p o in t o f v ie w o f t he c us to me r.OBJECTIVES Of THE STUDY T he p re s e n t s t u d y h a s b e e n c a r r ie d o u t w it h t h e fo llo w i n g o b je c t iv e s t o :  To c o mp a re Br a nd Aw a re n e s s o f G ur g a o n C e n t ra l a s a b ra n d a s c o mp a re d t o o t h e r re ta il c ha in s in t h e v ic in it y . 39 .  To a na ly z e out t he va r io us a s p e c ts id e n t if ie d by the C us to me rs ' to ma k e a n E f fe c t iv e s a le .

SE C ON D A R Y D A T A : Se c o n d a r y d a ta c o ns is ts o f in fo r ma t io n t ha t a lre a d y e x i s t s s o me w h e re ha v i n g b e e n c o lle c te d fo r s o me o t he r p u r p o s e . PRIMARY DATA: Pr i ma r y d a ta c o ns is t s o f o r ig i n a l in fo r ma t io n c o lle c t e d fo r s p e c ific p u rp o s e . the c o lle c te d d a ta fr o m v a r io us s o u r c e s is s ub je c te d to a n a ly s is a n d in te r p re ta t io n w it h t h e he lp o f s u ita b le s i mp le p e rc e n t ile m e t h o d a nd p re s e n te d in a s tr u c t u r e d fr a me w o rk c o ns is t in g o f p ie c h a r t s . v a r io us g ra p hs a n d b a r c h a r ts w he re ve r a p p lic a b le . a w e l l -s tr u c t u re d . t h e d a t a c o lle c te d fro m o b s e r v a t i o n me t h o d h a s a ls o b e e n e mp lo y e d . c a ta lo g u e s . I n t h i s s t ud y. O n e h u n d re d c o ns u me rs w e re ra n d o ml y s e le c te d a n d in te r v ie w e d in G u r g a o n. t he s e c o n d a r y d a ta is c o lle c te d fro m c o mp a n y ma n u a l s . p ilo t te s t e d s c h e d u le w a s p re p a re d a n d t h e re s p o n d e n ts a re me t p e rs o na ll y t o g e t re s p o ns e . jo u r n a ls e tc . T he d a ta is c o lle c te d fo r m o b s e r va t io n me t ho d . ma g a z in e . T h e d a ta s o c o lle c te d ha s b e in g s u b je c te d t o a na lys is w i t h t he h e lp o f s i mp le p e rc e n ta g e me t h o d a n d a t t h e s ta ge o f in te rp re t a t io n . 40 . p r i ma r y a n d s e c o n d a r y s o u rc e s .METHODOLOGY Fo r t h is s t u d y t h e d a ta is c o lle c te d fr o m t w o s o u rc e s i. e . w e b s ite s . To o b t a in p r i ma r y d a ta . b ro a c he rs .

h u n d re d re s p o n d e n ts were ra nd o mly s e le c te d in P E R I OD OF T HE ST U D Y : T he p ro je c t is b e in g d o ne fo r a p e r io d o f tw o mo n t h s i . 41 . fr o m M a y 2 0 1 0 to J u n e 2 0 1 0 in G u r g a o n. e .SA M P L E SI ZE : O ne G ur g a o n .

42 .c h o i c e q ue s t io n s .  T he y s h o u ld be c o n c re te to the r e s p o n d e n t‟ s way of t h in k in g .  T he y s ho u ld c o n v e y o n ly o n e me a n in g a t a t i me . T he s c he d u le c o ns is ts o f mu lt ip le .SC HE D U L E D E SI G N : A s t r u c t u re d s c he d u le ha s b e e n u s e d to o b ta in in fo r ma t i o n fr o m t h e re s p o n d e n ts . QU E ST I ON F O R M U L A T I O N S A N D W OR D I N G S : I n ge n e ra l. a ll q u e s t io ns w e re f ra me d k e e p in g in min d t h e fo llo w in g s ta n d a rd s :  T he re s p o n d e n ts s ho u ld e a s ily u n d e rs ta n d t h e m.

mo re o fte n t ha n tw ic e a mo n t h . w ha t is p o p u la r ly c o in e d a s t he „ M a ll C u lt u re ‟ . A na ly s is : T he o b s e r v a t io n s h o w s t ha t 7 8 % p e o p le v is it ma ll.OBSERVATIONS AND ANALYSIS 1) How often do you visit a mall? Once a week More often 22% Once a month Twice a month More often Once a week 30% Twice a month 32% Once a month 16% Obs e r v a ti o n : It w a s o b s e r v e d t h a t ma x i mu m p e rc e n ta ge o f p e o p le v is i t e d t he ma ll tw ic e a mo n t h o r mo r e o fte n. 43 . t h u s s ho w in g t ha t ma lls h a ve b e c o me a ge n e ra l p la c e fo r h a n go u t. a n d no t j us t fo r s h o p p in g .

A na ly s is : As it is e v id e n t fro m t h e c o lle c te d d a ta . a n d e ve n ts lik e C e le b r it y v is it a ls o a tt ra c t a go o d n u mb e r to w a rd s ma lls (2 5 % ).2) Most of the time you visit Mall for? Play games 6% Event(celebrity) 8% Food 11% Movie 17% Shopping 31% Hangout 27% Obs e r v a ti o n: It w a s o b s e r ve d t h a t ma j o r re a s o n fo r go in g to a M a ll a re S h o p p in g. Fo o d . H a n g o u t ( 5 8 % ). a n d M o v ie s a re a tt ra c t in g c r o w d to w a r d s ma lls s t ill t he ma j o r a tt ra c t io n re ma in s s h o p p in g a nd H a n go u t. G a me s . It w a s s e e n Fo o d . A s ig n i fic a n t a mo u n t o f p e o p le (1 7 % ) v is it t he ma lls fo r mo v ie s a s w e ll. G a me s . 44 .

b u t it a ls o s ho w s a la r g e c h u n k (3 1 % ) o f p e o p le s t ill to v is it G u r g a o n C e n t ra l. 45 .3) Have you visited Gurgaon Central? No 31% Yes 69% Obs e r v a ti o n : As y o u c a n s e e 6 9 % o f re s p o n d e n t s re p lie d t he y ha v e v is i t e d G ur g a o n C e n tr a l. A na ly s is : It c le a r ly s h o w s . ma j o r it y o f re s p o n d e n ts ha v e a lre a d y v is ite d G u r g a o n C e n t ra l. w h ic h in t u r n c a n b e in te rp re te d a s h u g e p o t e nt i a l to g r o w .

O f R e s p o n d e n ts (o u t o f 6 9 t h o s e w ho s a id t h e y h a ve a lre a d y v is ite d G u r ga o n C e n t ra l) 46 .4) What do you like about Gurgaon Central No. Of respondents 22 11 Store ambience Brands available 14 22 Service Offers What do you like about Gurgaon Central? Store ambience Brands available Service Offers Store ambience 16% Brands available 32% Offers 32% Service 20% N o .

t he t h i n g s p e o p le lik e d t he mo s t w e re O ffe r s (3 2 % ). Bra n d s a v a ila b l e (3 2 % ). Of respondents 28 23 18 Theatre Fine dining Game Zone 47 . a n d t h e re s p o ns e w a s . Analysis : A lt h o u g h B ra n d s a va ila b le a n d O f fe rs ma d e a ma jo r i mp a c t o n t h e c o ns u me rs . t h e re s t ill is a l o t o f r o o m fo r i mp r o ve me n t in St o r e A mb ie n c e . 5) What should be added to make Gurgaon Central more happening No.Observation: O f t h e 6 9 % p e o p le w h o h a d a lre a d y v is ite d C e n tra l M a ll. w e a s k e d t h e m t h is q u e s t io n. a nd s e r v ic e s ( 2 0 % ). O n ly 1 6 % re s p o nd e nts s a id t h e y lik e t he s to re a mb ie n c e .

w h e r e a s 3 3 % Fin e d in in g a n d 2 6 % s a id G a me z o n e . w a s t he p re s e n c e o f t h e a t re . S i mila r l y 3 3 % mis s e d Fin e d in i n g a nd 2 6 % G a me Z o ne . As ma n y a s 4 1 % p e o p le t h o u g h t a d d in g a t h e a t re w o u ld a d d to t h e o ve ra ll e x p e r ie n c e . 48 .What should be added to make Gurgaon Central more happening? Theatre Fine dining Game Zone Theatre 41% Game Zone 26% Fine dining 33% Observation: M a jo r it y (4 1 % ) s a id t h e a t re s h o u ld b e a d d e d t o ma k e C e n t ra l ma l l. Analysis: A ma j o r mis s a t C e n tra l ma ll. mo re h a p p e n i n g .

a mo n g s t t h e s h o p p e rs . T he re s e e me d to b e la c k o f a w a re n e s s a b o u t S p o rts b a r a n d Fo o d s t o p . Lo t o f p e o p le a lre a d y k ne w a b o u t o f P la n e t M a n d B a r is ta w it h 3 7 a n d 5 7 p e o p le r e s p e c t iv e ly.6) Do you know what all units are present at Gurgaon Central? 70 60 50 40 30 20 10 0 57 62 46 37 17 34 No. A ls o b a r is ta a n d P la n e t M w e re q u it e p o p u la r. of respondents who know about a particular service Obs e r v a ti o ns : O ut o f 6 9 p e o p le w h o ha d a lr e a d y v is ite d G u r g a o n C e n t ra l ma l l. 6 2 p e o p le k n e w a b o u t fo o d b a z a a r. Analysis: It s h o w s t h e p o p u la r i t y o f Fo o d b a z a a r. re s p o n d in g p o s it iv e ly . 49 .

7) Have You seen/Heard any recent Ad of Gurgaon Central? No. Of respondents 42 27 Yes No Have you seen any recent ads of Gurgaon Central Yes No Yes 39% No 61% 50 .

Observation: 6 1 % o f p e o p le s a id t h e y h a ve n‟ t s e e n a n y re c e n t a d s o f C e nt ra l ma ll. G u r g a o n. Analysis: T he re w a s fo u n d to b e a h u g e ne e d to a d v e r t is e a n d t h r o u g h d iffe re n t c h a n ne ls . 8) 51 . a s G u r ga o n C e n t ra l s e e ms to b e mis s in g o ut o n p o te n t ia l c o s t u me r a s t he re w a s fo u n d to b e l a c k o f a w a re n e s s a b o u t t he a d ve rt is in g c a mp a ig n s . A n d 3 9 % p e o p le s a id t h e y ha v e s e e n t he re c e n t a d s .

A na ly s is : A lt h o u g h a ll t h e c h a n n e ls a re b e i n g us e d fo r a d ve r t is in g v a r i o us c a mp a ig n s . 52 . B u t o n ly fe w p e o p le s a w t h e a d s o n mo b i l e v a ns a n d Ho a r d in g s . t he re is s t il l a lo t o f p o te n t ia l to e x p lo it w it h me d i a s uc h a s a v e r y p o p u la r w a y o f a d v e r t is e me n ts in G u r ga o n t h a t i s h o a rd in g a n d mo b ile va n s . O t h e r me d iu m c a n a ls o b e e xp lo i t e d lik e lo y a lt y s c he me s .Observation: M a x i mu m n u mb e r o f p e o p le s a w t h e a d in N e w s p a p e r ( 4 3 %) a n d t he n o n R a d io ( 2 8 % ).

of respondents 38 12 Excellent Good 19 Average How was your experience at Central? Excellent Good Average Excellent 17% Average 28% Good 55% 53 .9) How was your experience at Central? No.

54 . b y i mp ro v i n g t he o v e ra l l e xp e r ie n c e . O n ly a mi n o r p e rc e n ta g e (1 7 %) s a id t h e i r e xp e r ie n c e w a s e x c e lle n t. A na ly s is : T he e x p e r ie n c e a t C e nt ra l M a ll w a s ra te d „ g o o d ‟ b y ma x i m u m n u mb e r o f p e o p le . s t ill t h e re is a ro o m fo r i mp ro v e me n t t o c o n v e r t t h is a v e ra ge to e xc e lle n t.Obs e r v a ti o n: As yo u c a n s e e ma jo r it y o f t h e p e o p le s a id t h e ir e xp e r ie nc e w a s a ve ra g e t o go o d .

A na ly s is : C e nt ra l s c o re d re a s o n a b ly w e ll i n e a c h c a te g o r y . 55 . a n d c a tc h i n g u p fa s t. a n d s t ill fe l l b e h in d a s b e in g t h e fa vo r ite s t o re o f ma jo r it y o f p e o p le .10) Please Tick the attribute best offered by the brand indicated Central Lifestyle Westside Shoppers Stop 17 26 21 20 26 Your favourite Store Overall Shopping Experience Best Discounts / Offers during sale Best ranges of Styles and Sizes Most Fashionable Merchandise 11 15 13 15 11 16 16 13 16 16 24 1718 16 18 1011 26 22 Selection of best brands Obs e r v a ti o n: C e nt ra l s c o re d t he h i g h e s t in Be s t d is c o u n ts /o ffe rs d u r in g s a l e . It a l s o d id w e ll in O v e ra ll s h o p p i n g e xp e r ie n c e a n d b e s t ra n g e o f s t y le a n d s iz e s . B u t C e nt ra l s t ill is a re la t iv e ly ne w ma ll. a nd s e le c t io n o f b e s t b ra n d s .

11) Selection of best brands Shoppers Stop Westside Lifestyle Central Shoppers Stop 32% Central 38% Lifestyle 14% Westside 16% Observations: Pe r c e n ta ge w is e a na ly s is s h o w s C e nt ra l a s t h e n u mb e r 1 a t 3 8 %. 56 . Its a p p a r e n t s in c e C e n t ra l h o us e s mo re t h a n 5 0 0 b ra n d s in t o ta l. ha s t h e b e s t s e le c t io n o f b ra n d a s p e rc e iv e d b y ma jo r it y o f t he re s p o nd e n ts . a nd S h o p p e r‟ s s to p c a me s e c o n d w it h 3 2 % Analysis: C le a r ly in d ic a te s t ha t C e n tra l M a ll.

12) Most Fashionable Merchandise Shoppers Stop Westside 0% 0% Central 25% Lifestyle Central Shoppers Stop 23% Lifestyle 26% Westside 26% Observations: Li fe s t y le a nd W e s ts id e le a d s t he p a c k w it h 2 6 %. C e nt ra l c a me i n t h ird w it h 2 5 % a n d S h o p p e r‟ s s to p la s t w it h 2 3 %. C e nt ra l c a n w o rk o n t h is is s u e . 57 . b y p ro je c t in g its e lf in t ha t ma n n e r. Analysis: As p e r c e iv e d b y ma jo r it y o f t he c us to me rs Life s t y le ha s t he mo s t fa s h io n a b le me rc ha n d is e .

58 . Analysis: C e nt ra l t ho u g h s e c o n d in lin e . R e s t a re re la t iv e ly o n t he s a me w a v e le n g t h . a s p e rc e iv e d b y re s p o n d e n ts .13) Best ranges of Styles and Sizes Shoppers Stop 0% Central 23% Westside 0% Lifestyle Central Shoppers Stop 35% Lifestyle 23% Westside 19% Observations: S h o p p e r‟ s s t o p t he c le a r w in n e r h e re . it is s t ill fa r b e h in d s ho p p e r‟ s s to p . w it h 3 5 %.

59 . a s p e rc e iv e d b y 3 8 % o f r e s p o n d e n ts . Analysis: C e nt ra l le a d s w it h 3 8 %.14) Best Discounts / Offers during sale Shoppers Stop Westside Lifestyle Central Central 38% Shoppers Stop 23% Lifestyle 16% Westside 23% Observations: C e nt ra l c le a r ly le a d w it h 3 8 % re s p o nd e n t o p t in g fo r C e n t ra l ma l l . it ha s t he b e s t o ffe rs d u r in g s a l e p e r i o d .

w it h C e nt ra l c o min g in fir s t p o s it i o n w it h 3 0 %. Analysis: C e nt ra l a n d S h o p p e r‟ s s to p a re c o mp e t in g fo r t he n u mb e r o n e s p o t.15) Overall Shopping Experience Shoppers Stop Westside Lifestyle Central Central 30% Shoppers Stop 29% Lifestyle 22% Westside 19% Observations: C e nt ra l a n d S h o p p e r‟ s s to p a re ne c k to ne c k in p ro v id in g t he b e s t o ve ra ll s ho p p in g e x p e r ie nc e . 60 . o f p ro v id i n g b e s t s ho p p in g e x p e r ie nc e . a s C e n tra l c a me b e h in d s ho p p e r‟ s s to p b y j u s t o ne p e r c e n t . S h o w s t he i ma ge C e n tr a l M a ll ha s a c q u ir e in a s h o r t s p a n o f t i me .

it w ill d is lo d ge t he n u mb e r o ne p re tt y s o o n. Analysis: A lt h o u g h S h o p p e r‟ s t o p c a me in f i rs t. C e n t ra l c a me in s e c o n d t ho u g h b e in g t h e ne w e s t c h a in in t h a t a re a . I f C e n t ra l c o n t in u e s o n t he s a me p a t h . 61 . S h o w s t he re p u ta t io n C e nt ra l h a s ga in e d in s h o r t s p a n o f t i me .16) Your favourite Store Shoppers Stop 0% 0% Central 24% Shoppers Stop 38% Westside Lifestyle Central Lifestyle 16% Westside 22% Observations: S h o p p e r‟ s to p re ma in s p e o p le ‟ s fa v o r it e s to re w it h C e nt ra l t h o u g h c o min g s e c o n d t ill la c k s b e h in d .

60 Years Above 60 Years Below 20 Years 21 . 62 . of respondents 17 11 19 11 8 3 46 .3 5 y e a r w a s t he h i g h e s t n u mb e r w h ic h s h o w s t ha t yo u n g w o rk in g p ro fe s s i o n a ls fo r m t h e ma jo r it y o f c ro w d a t ma lls . a nd ve r y fe w a b o v e 6 0 . A na ly s is : M a jo r it y o f ma ll v is ito rs w e re in t h e a ge g ro u p o f 2 1 .17) Please specify your age group? No.35 Years 36 . H o w e v e r 2 6 .45 Years Observations: M a jo r it y o f re s p o n d e n ts b e lo n g e d to a ge g r o u p s 2 1 -3 5 ye a r o ld .4 5 .25 Years 26 . w h ic h me a ns fr o m c o lle ge g o e rs t o e mp l o ye d p e o p le . So me re s p o n d e n ts w e re b e lo w 2 0 .

s e l f e mp lo y e d . s t ud e nt s a nd H o us e w iv e s fo r me d t h e ma j o r it y o f c r o w d a t t h e ma lls . s e lf e mp lo y e d s t ud e nts fo r ms t he ma jo r it y o f c ro w d a t M a lls . A na ly s is : As e v id e n t fr o m t h e s t ud y . of respondents 19 13 7 6 2 9 12 1 Observations: Sa la r ie d . s a la r ie d . 63 .18) Your Present Occupation? No.

 T i me w a s a c o ns tra in t s in c e t h e re w a s a d if fic u lt y i n in te r v ie w in g t h e re s p o n d e n ts .  T he re c o u ld ha v e b e e n a la c k o f h o mo g e n e it y in t h e s a mp l e c ho s e n.  T he re s p o n d e n t‟ s o p in io n s ma y b e b ia s e d o n a c c o u n t o f s o me in h e re n t li mita t io ns in t h e s c he d u le . 64 . w h ic h is re la t iv e ly s ma ll fo r t he o b je c t iv e s o f t he s t ud y .LIMITATIONS OF THE STUDY T he fo llo w in g a re t h e li mita t io ns o f t h e s t u d y :  O n ly G u r g a o n w a s c o v e r e d d u r in g t h e c o u r s e o f s t ud y a n d h e nc e t he d a ta c o lle c t e d ma y n o t b e a p p lic a b le t o e n t i re u n i v e rs e .  T he s a mp le s iz e w a s o n ly o n e h u n d re d fo r re s p o nd e nts .

65 .FINDINGS AND CONCLUSION A n a ly s is o f t h e d a ta c o lle c te d fro m t h e re s p o n d e n ts s ho w e d t ha t a lt h o u g h G u r g a o n C e n t ra l fa c e s s t if f c o mp e t it io n fr o m t h e ne a rb y ma l ls lik e M G F M e t ro p o lita n a n d Sa h a r a ma ll. Fro m t h is s t u d y t he va r io us o b s e r va t io ns a re : a ) M a x i mu m p e rc e n ta ge o f p e o p le v is ite d t h e ma ll t w ic e a mo n t h o r mo re o fte n. c ) O ffe rs a n d t he Bra n d s a va ila b le a re t he ma jo r o ffe r in g s w h i c h p e o p le lik e a b o u t G u r g a o n C e n tra l . b ) 3 1 % o f t he re s p o n d e n ts ha ve n o t y e t v is ite d G u r g a o n C e n t ra l. it s t il l h a s c a r ve d a n ic h e fo r its e lf a mo n g t he p e o p le o f G u r g a o n . d ) St o re a mb ia nc e ha s a r o o m fo r i mp ro v e me n t. t h u s s h o w in g t h a t ma l ls ha v e b e c o me a ge n e ra l p la c e fo r ha n g o u t. e ) A b s e nc e o f a t he a t re a nd fi n e d in in g o p t io n s a re a ma j o r s e tb a c k to G u r ga o n C e n t ra l. a n d n o t j u s t fo r s h o p p in g .

k ) A mo n g t h e re s p o n d e n ts it is fo u n d t h a t ma jo r it y o f t he p e o p l e v is it in g C e n t ra l a r e b e lo w t h e a g e gr o u p o f 2 5 ye a rs . h ) N e w s p a p e r a n d mo b ile v a n a d v e r t is e me n ts a re mo s t e f fe c t i v e fo r G u r g a o n C e nt ra l. a s G u r ga o n C e nt ra l s e e ms t o b e mis s i n g o ut o n p o te n t ia l c o s t u me r a s t h e re w a s fo u n d to b e la c k o f a w a re n e s s a b o u t t he a d ve rt is in g c a mp a ig n s . g ) T he re w a s fo u n d to b e a h u g e ne e d to a d ve rt is e a n d t h ro u g h d iffe re n t c ha n n e ls . Ez o ne a n d Ba r is ta a re a ls o p o p u la r a mo n g t h e re s p o nd e nts . W h e re C e nt ra l lo s e s o u t is t h e a ge b ra c k e t o f o ve r 3 6 y e a rs a n d h e nc e 66 . j ) I n s e le c t io n fo r mo s t fa s h io n a b le me rc h a nd is e .f) Fo o d Ba z a a r a tt ra c ts a lo t o f p e o p le a n d h e nc e t he a w a re ne s s a b o u t it is ma x i mu m a mo n g t h e re s p o n d e n ts . i ) T he re is a ls o a r o o m fo r i mp ro v e me n t in t h e C o n s u me r e xp e r ie n c e w h ile v is it in g G u r g a o n C e n tra l a s mo s t o f t he re s p o nd e nts lis t e d t h e ir s h o p p in g e xp e r ie n c e a s g o o d . b e s t ra n g e o f s t y le a n d s iz e s a n d fa v o r ite s to re C e n tra l lo s t to S h o p p e rs St o p by a huge gap as S h o p p e rs St o p ho u s e s mo re in te r n a t io n a l b ra n d s a s c o mp a re d t o C e nt ra l.

A d ve rt is e me n ts ha v e to b e c a rr ie d o u t to ma k e C e n tra l mo re p o p u la r in G u r ga o n. P re s e nc e o f Fo o d Ba z a a r h a s a g re a t p o te n t ia l to ma k e C e n t ra l mo re p o p u la r and o ne of its U S Ps . C e n tr a l a ls o ha s a p o te n t ia l c us to me r b a s e in t h e a ge g r o up o f a b o v e 3 6 y e a rs o f a g e . s t ud e n ts a n d ho u s e w iv e s v is it in g t he ma ll is a l mo s t e q u a l w h ic h s h o w s t h a t t he ma ll is e q u a lly a p p e a lin g t o W o r k i n g p o p u la t io n a n d ho u s e w iv e s . S e le c t io n o f b e s t b ra nd s a n d t h e o ffe rs a nd d is c o u n ts a re its ma j o r U S Ps . T he s e fin d in g s s h o w t h a t t h e n u mb e r o f b ra n d s o f fe r e d b y C e nt ra l is o ne o f its mo s t i mp o r ta n t a d va n ta g e o ve r i t s c o mp e t ito rs . l ) It is a ls o o b s e r v e d t h a t a mo n g t h e p e o p le v is it in g G u r g a o n C e nt ra l t he p r o p o r t io n o f s a la r ie d p e rs o ns . A b s e nc e o f a t h e a t re p us he s C e n t ra l o n b a c k fo o t in c o mp e t it io n . b u s in e s s p e rs o ns .t he re is a s ig n i fic a n t p o te n t ia l fo r in c re a s e in t he c us to me r b a s e o f o ve r 3 6 ye a rs o f a ge . 67 .

fo r p u lli n g mo re y o u t h fu l c ro w d t o w a rd s c e n tra l. s t ill it h a s b e e n a b le to c a r ve a n ic he fo r its e lf in t h e t ig h t l y c lu s te re d ma r k e t o f G u r g a o n. t he re is a p o te n t ia l t o in c re a s e fo o t fa lls o f y o u t hs b y a d d in g a G a min g Zo n e . A lt h o u g h p re s e n c e of T he a t re ha s nothing to do w it h shoppin g e xp e r ie n c e . G u r ga o n s ta r te d j u s t t hr e e ye a rs b a c k .RECOMMENDATIONS C e nt ra l M a ll. N C R . 68 . a n d w o u ld b e a b le t o c o ns id e ra b ly in c re a s e t he fo o t fa lls . 2 ) C e nt ra l c o u ld a ls o a d d G a min g Z o ne . Pe o p l e n o w a d a ys ha v e t he me n t a lit y o f a c o mp le te S ho p p in g + E n te rta in me n t e x p e c t a t io ns w h i le v is it in g t h e ma ll. B u t s t ill t he re a re s o me re c o mme n d a t io ns I w o u ld lik e to p a s s o n. G u r ga o n ha s e me r g e d a s t he M a ll H u b o f D e lh i. w h ic h ma y h e lp C e n t ra l in ga in in g u p p e r h a nd in t h e ma r k e t in c o min g y e a rs . B u t t h e b e s t p a r t is . a n d C e n tra l is lo c a te d a t t h e he a r t o f it. So t h e p o te n t ia l to g r o w is h u g e . s t il l it w o u ld b e a ma jo r a d d it io n t o t h e o ve ra l l e xp e r ie n c e . As w e s a w t h a t ma j o r it y o f t he p e o p le w e re fr o m 2 6 -3 5 a g e g r o up . 1 ) A ma jo r mis s in C e n t ra l is p re s e nc e o f a T h e a t re .

w h ic h a re p re s e n t in a l mo s t a ll t h e M a lls in t he v ic in it y . 4 ) A ls o a ma j o r mis s w a s Lo y a lt y s c he me s . T h is c o u ld a s w e ll e n h a nc e t h e o ve ra ll e xp e r ie nc e . 5 ) Fo o d C o u r t c o u ld a ls o s e e a re va mp . a nd t h e y a re e nt ic e d b y t h e b e n e fi ts o f t h e s c he m e . a nd e n h a n c e t h e ir o v e ra ll s ho p p in g e xp e r ie nc e . T h e s e lo ya lt y s c he me s g iv e a s e n s e o f b e lo n g in g n e s s t o t he c us to me r. C e nt ra l c o u ld d o w it h a fa c il it y to e n ga g e t h e ir k id s . W h ile t h e ir p a re n ts c a n s h o p w it h o u t a n y w o r r ie s . i n s o me k in d o f p la y a re a .3 ) As w e s a w ma jo r it y o f c u s to me rs w e re yo u n g w o r k in g c la s s . in te r ms o f o u t le ts a n d C ho ic e o f fo o d a v a i la b le . a n d C e nt ra l Ba n g a l o re . 69 . A ls o p r e s e nt i n C e nt ra l P u n e .

ANNEXURE C us t o me r F e e d ba c k 1.W hat do yo u like abo ut G ur g ao n C e nt r al? S t o r e a mb i e n c e Br a nds a va ila b le S er v i c e O f f er s 5. Mos t o f t he t i mes yo u v is i t a mal l fo r Food Movie Hangout Shopp ing Pla y ga mes Event (celebr it y) 3. W hat s ho ul d b e ad de d t o ma ke G urg ao n C e ntr al mor e hap p e ni ng? T h ea t r e 70 . H ow o ft e n do yo u v is it mal l s ? O nc e a week O nc e a mont h T wice a mont h Mor e oft en 2.Hav e yo u v is ite d G urg ao n C e nt r al? Yes No 4.

Pl e as e l et us kno w i f yo u wo ul d l i ke u s to i mp rov e anyt hi ng at C e nt r al fo r yo u to have a s uperior experience? 8.Do yo u kno w w hat all unit s ar e t he r e in G ur g ao n Ce nt r al? Ple as e t ic k Barista Ezone Planet M Foodba za a r T he Sp or ts Ba r Food St op 7.Fine dining Ga me Z one 6.Hav e yo u s ee n / he ard any r e ce nt A ds of G urg ao n Ce nt r al? Yes No I f yes w hat w as t hat ? H oa r dings Mob ile va ns N e w s p a p er Radio 9.How was yo ur e xper ie nc e dur ing t his vis it at C e nt r al? ( ple ase t ic k) Excellent 71 .

Good Average 10. Shoppers Stop Attributes Selectio n o f bes t brands Most Fas hio nable Merchandise Best ranges of Styles and Sizes Best D is co unts / O ffers during s ale Overall S hopping Experience Yo ur fav o ur it e Sto re Westside Lifesty le Central 11. Ple as e t ic k t he at tr ib ut e t hat is bes t o ffer e d by t he b r and ind ic ate d. Ple ase s pe c ify yo ur ag e group B e l o w 2 0 Y ea r s 2 1 .4 5 Y ea r s 72 .2 5 Y ea r s 2 6 .3 5 Y ea r s 3 6 . Ple ase e nt er yo ur co nt act de t ails Full Na me M o b i l e n u m b er E ma i l I D F u l l a d d r e s s w i t h a r ea n a m e 12. Fo r ev e r y attribute please tick o nly o ne brand that best ful fills t hat at tr ibut e.

Your present Occupatio n Salaried G o v t .6 0 Y ea r s Above 60 Years 13.4 6 . S er v i c e Self E mp loyed B u s i n e s s P er s o n R et i r e d H ous ewif e Student Others THANK YOU FOR YOUR TIME 73 .

gurgaonshoppingmalls.php  www.com/gurgaon-central-mall. 74 . Tata Mcgraw Hill.C.etretailbiz.mapsofindia.com/indexPantaloon.  Kotler Philip. New Delhi.Tata Mcgraw Hill.  Kotler and Armstrong (2001). Pearson Education.about.adpunch. Websites  www.com/  http://www.com/ 2.pantaloonretail..com/  http://en.in  pantaloon.in/companyinfo.” Marketing management “Eleventh Edition.”Marketing Research” Third Edition.pantaloonretail.futurebazaar. “Advertising and Promotion “Sixth Edition. E.com/india-retail-industry/  retailindustry.asp  business.org/wiki/Retail_industry#Retail_industry  http://www.wikipedia. A.jsp  www. Books  Belch.REFERENCES 1.  Beri G. Michael. “Principles of Marketing” Prentice Hall of India. George and Belch.

114-22. IMC: Using advertising and promotion to build brands. 38. Chae and Y." The Journal of Consumer Affairs. 26(1)." The Journal of Consumer Affairs. S.  Kotler. Vol. 267-79.  Duncan. T.  Sproles. L. G. 102-20. Journals  Hafstrom. (1992) "Consumer Decisionmaking Styles: Comparison between United States and Korean Young Consumer. 2006.L. Measuring brand equity across product and markets. 75 . (1986) "A Methodology for Profiling Consumer Decision-making Styles. New York: McGraw-Hill.A. 20(Winter). 2002. S. J. No.  Aaker.B. Chung. Spring. D.R. and Lane K. California Management Review. Kendall. P. J. 3. 1996.. and E. pp. Marketing Management.3. Pearson International Edition 2006.

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