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A

Project Report
On
The Study at Dr. A.S. Rao Nagar with reference to Spencer’s Retail Ltd on
Market Potential and Customer Preferences.
A Project Report Submitted in partial fulfillment for the award of
POST GRADUATE DIPLOMA IN MANAGEMENT

Submitted By:
Ajay Kumar Gupta
(Registration No.: 08/06)

ICBM-SCHOOL OF BUSINESS EXCELLENCE
Rajendra Nagar, Hyderabad-500 048
Approved by AICTE
(2008-2010)

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report

ACKNOWLEDGEMENT
“Interdependence is a higher value than independence”

Some Says “Managers are born and some says managers are made”. I was also in
some dilemma before commencing my Summer Internship Project. But after the
successful completion of my summer internship project, I came to know that
managers are made if they are guided properly and are motivated to work willingly
towards fulfillment of specific goal.
It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well
wishers who have in some way or other contributed in their own special ways to the
success and completion of this summer internship project.
First of all, I express my sage sense of gratitude and indebtedness to my Principal,
Prof. S. Zarar of “ICBM-School of Business Excellence”, Hyderabad, from the bottom
of my heart, for his unprecedented support and faith that I do the best and his valuable
recommendation and for accepting this project.
I sincerely express my thanks to our Marketing lecturer Prof. Jitender Govindani
for his valuable guidance and intellectual suggestions during this project.
Also, I also express my sincere thankfulness to my mentor Dr. P Sai Rani, Mr.
Khaja Qutubuddin and Mrs. Annie Kavitha for their kind advice, suggestions and
constant help in a lot of various ways during project course.
Further I express my sage sense of gratitude to Mr. Sudhakar Balivada, Regional
Marketing Manager of Spencer’s Retail Ltd (A RPG Group enterprise) and Mr.
Rajneesh Jha, who were kind enough to give an opportunity to work under their
immense expertise. I sincerely thank to both of them for their valuable suggestions,
motivation and encouragement. I express my thanks to the Spencer’s Supporting Team,
for their support and encouragement in bringing out this project report.
I would be failing in my duty if I don’t express my profound gratitude to the entire
respondent who has spent their valuable time to answer the questionnaire.

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report

Last but not the least; I would also like to expand my thanks to all faculty members
of ICBM-School of Business Excellence, Hyderabad, who have helped a lot during the
course of my project.
Finally, I sincerely express my thanks to all my friends and the Staff members of
ICBM-School of Business Excellence, Hyderabad for their support.

Ajay Kumar Gupta
(Registration No.: - 08/06)

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report

Ajay Kumar Gupta student of ICBM-School of Business Excellence. Hyderabad. hereby declare that this project report entitled “The Study on Market Potential and Customer Preferences with reference to Spencer’s Retail Ltd at Dr. fellowship or other similar title. of any Institute/Society. DECLARATION I. I also declare that it has not previously formed the basis for the award to me for any degree/diploma associate ship. A. Hyderabad. Place: Ajay Kumar Gupta Date: [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Rao Nagar” for Spencer Retail Limited (A RPG Enterprise).S. is a bonafide record of work done by me during the course of summer internship project work of PGDM program and all contents and facts are prepared and presented by me without any bias.

Hyderabad with reference to Spencer’s Retail Ltd. confidently to formulate its strategy in comparison to its competitors. In making the project report theoretical knowledge was needed more than the practical which was given to us by my professors in my institutes. It hoped that the findings and the suggestions will help the company. data collection method and questionnaire. For accomplishment of the project report I think about the conditions and views and then I used to compose the whole thing on computer.S Rao Nagar. which [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .It was my first experience when I went to the market not to buy anything but to do the survey and to Study of Market Potential and Customer Preferences at Dr. but because of the good image of the SPENCER’s in the market the people reacted positively. The project flows logically consisting of market research. On first day I was nervous. PREFACE I want to express my gratitude for the experience and practical knowledge that I gained during the summer internship project at Spencer’s Retail Ltd (An enterprise of RPG’s group). I have enjoyed my summer internship at Spencer’s and have learnt lots of new things. The basic need of this survey is to interact with customers. A. In the market the experience relating to the practical knowledge was very good which realized me about the real conditions of the marketing.

I am please to work in this esteemed organization. for the partial fulfillment for the award of Post Graduate Diploma in Management (PGDM). A.will be helpful to me during my work in any organization. a student of ICBM-School of Business Excellence bearing Roll No. and was successfully conducted at Spencer’s Retail Ltd. CERTIFICATE FROM GUIDE This is to certify that the project entitled “The Study on Market Potential and Customer Preferences with reference to Spencer’s Retail Ltd at Dr. PGDM/08-10/06. Hyderabad. To the best of my knowledge this is an original piece of work. from 1stMay to 15th June ’09. P. Rao Nagar” is a bona fide work of Ajay Kumar Gupta. I wish him all the very best in his career endeavors. I have tried my best to make this report a reader friendly & also did my level best to fulfill the objective of the summer training. I thank Spencer’s for giving this opportunity at their office and being good to me all the time. Dr. SAI RANI [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Lastly I am giving thanks to ICBM-School of Business Excellence family who gave me their precious time to make project successful.S.

Objective of the Study 4. Introduction to Market Potential and Catchment Analysis 9. Introduction to Retailing 3. Challenges and Opportunities 12. Data Analysis and Interpretation 10. Executive Summary 2. (……………………………………. Company Profile RPG Group Spencer’s Retail Ltd. Retail Sector and its scope in India 7. Suggestions and Recommendation [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Findings of the Study 11. Assumption of Study 6. CONTENTS 1.No. 8.) (PROJCET GUIDE) TABEL OF CONTENTS S. Research Methodology and Scope of the Study 5.

Limitations of Study 14.” Mahatma Gandhi Some Published issue of Retail Industry • The retail industry is expected to grow into a USD 427 billion industry by 2010. He is a part of it and we are not doing him a favor by servicing him.The Times of India [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . which is in the middle of rapid growth. Conclusion Annexure Bibliography Retailing – Customer is King “A Customer is the most important visitor on our premises. He is not an outside of our business. • India’s retail industry. He is the purpose of it. • Modern Retailing Comprehensive policy vital. has already scripted success stories fit to be the subject of a Bollywood film-Business Standard. He is doing us a favor by giving us an opportunity to do so.FICCI. He is not an interruption on our work.The Hindu • Retail boom triggers ancillary industry growth. on the “mom-n- pop stores” in 20 Indian cities. 13. • The impact of organized retailers that have seen swarming of malls lately. We are dependent on him.Indian Council of Research in International Economic Relations (ICRIER). He is not dependent on us.

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . • Population – 1000+ Million – 50 Million Rich and 300 Million Middle class • 65% of population below 35 years and 54% below age 25 years • Working population in India is growing like most other developed countries. • China has issues of median age 30-34 years at the early stage of development and psychology issues after implementation of “one child policy” • Housing Boom – due to nuclear family.a. compound growth. • 2nd Fastest growing economy in the World and 50% of the total GDP led by services such as IT. • GDP growth rate for the year 2007-08 ended at 9. • Reserves crossed the $150 billion mark.9 million tourists visited India this year. It has the highest paid players across the Globe / Sports. tax benefits from government and lastly strong Indian values driven by savings and “owning home” • Economy . China and Japan) -One of the fastest growing economy with 6.5% average growth in GDP for last 10 years and is expected to rank 3rd by 2010.4h largest economy in the world on PPP basis (next only to USA. • IPL has again drastically changed the outlook of the whole world towards India. telecommunications. showcasing India as one of the top ten holders of Foreign exchange reserves. • India is on the track to be the servicing capital of the world (As China is manufacturing capital) and Organized retail growing at 25-30%+ p. low interest rates. up from 3.0 million last year.4% (in 1 st quarter) and current GDP (6 %) is better than China and other developed country. healthcare and retailing. The Indian Macro Economy • Tops AT Kearney list of emerging markets for global Retailers to enter. just behind the US and China • Fragmented retailing with 5 million retailers and 95% less than 500 sq ft – nation of shop-keepers -brilliant trading and entrepreneur community • Over 3.

• Real Estate & Retailers in India are the most aggressive in Asia in expanding their businesses. • India has the highest number of outlets per capita in the world . Shoppers' Stop.widely spread retail network but with the lowest per capita retail space (@ 2 sq. • Besides the 6 metros.5 million and contributes about 14% to the country’s GDP. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .over 4. • Driven by changing lifestyles. • Wal-Mart . Big Bazaar.9 million outlets). India has 61 other cities with populations greater than 0.800 stores (over 47 million square meters) where as none of India's large format store (Spencer’s. per person) • Annual turnover of Wal-Mart (Sales in 2001 were $219 billion) is higher than the size of Indian retail industry. Almost 100 times more than the turnover of HLL (India's largest FMCG Company). strong income growth and favorable demographic patterns. thus creating a huge demand for real estate. Their preferred means of expansion is to increase the number of outlets in a city and also expand to other regions. India Vs World • Indian retail is fragmented with over 12 million outlets operating in the country which is 13 times more the all retail outlets operating in USA (0. ft. Lifestyle) can compare. Indian retail is expanding at a rapid pace. Westside.

• The Wal-Mart sales per hour of $22 million are incomparable to any retailer in the world.
Numbers of employees in Wal-Mart are about 1.3 million where as the entire Indian retail
industry employs about three million people.

• One-day sales record at Wal-Mart (11/23/01) $1.25 billion - roughly two third of HLL's
annual turnover.

• Developed economies like the U.S. employ between 10 and 11 percent of their workforce
in retailing (against 7 percent employed in India today).

• 60% of retailers in India feel that the multiple format approach will be successful here
whereas in US 34 of the fastest-growing 50 retailers have just one format
• Inventory turns ratio: measures efficiency of operations. The U.S. retail sector has an
average inventory turns ratio of about 18. Many Indian retailers have inventory turns
levels between 4 and 10 - KPMG surveyed.
• Global best-practice retailers can achieve more than 95 percent availability of all SKUs
on the retail shelves (translating into a stock-out level of less than 5 %).The stock-out
levels among Indian retailers surveyed ranged from 5 to 15 percent.

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report

1. Executive Summary

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report

Executive Summary

Retailing is emerging as a sunrise industry in India and is presently largest employer after
agriculture. Some economists say that Retailing is one of the pillars of the economy in India, and
some say it is gold mine of Indian economy. Retailing in its present form started in the latter half
of 20th century in USA and Europe. Retail industry is divided into organized and unorganized
sectors. Over 12 million outlets operate in the country and only 5% of them being larger than
500 sq ft (46 m²) in size. Organized retailing in India is projected to grow at the rate of 25-30%
p.a., is estimated to grow from the US $ 330 billion in 2007 to US $ 427 billion by 2010 and US
$ 637 billion by 2015. Indian Retail Sector is growing very fast with so many new players are
coming in this growing organized sector and trying to attract customers by giving attractive
offers and offering competitive prices etc.

Spencer’s Retail Ltd is India’s leading retailer that operates in multiple formats. The company
operates over 6 million square feet of retail space, has over 350 square feet of retail stores across
60 cities in India and employs over 4500 people.

The motive of the study is to know the market potential at Dr. A.S. Rao Nagar, Hyderabad with
reference to Supermarkets & find out the customer’s perception about Supermarkets & what are
the customers’ expectations from Spencer’s Retail. The main purpose of the study is to find out
the target customers, preferences of the customers and sales potential with reference to
Spencer’s.

The study is done with the help of primary data given by respondents during survey and
secondary data to know the market potential and customer preferences at Dr. A.S Rao Nagar,
Hyderabad market with reference to Spencer’s Retail Ltd, and also to understand the current
market position of Spencer’s Daily at that area and know the potential customers. This study is
done with the help of area mapping and catchment analysis technique. Primary data is collected
through personal interview using structured questionnaire and secondary data is collected from
management of the Spencer’s Retail Ltd, various book, journals and from Spencer’s website.

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report

Most of the residents fall in to age group 18-45. booking counters. Company should also include apparels segment in the store. Approximately 86. customer service. The other factors which attract the respondents to various super markets are variety of products offered. should advertise through pamphlets about various offers. Company can enhance its business or increase its sales by doing these things. The reason for visiting super markets as mentioned by the respondents varied from better services to pricing to variety of products available with the super markets. A.Dr. Rao Nagar is a developing area of Hyderabad and it consists of all classes of families. parking facilities. Residents are well educated and holding jobs. closing time at Dr. availability of dairy products. fast billing. A.S. parking space. courteous and friendly behavior and ambience. home delivery. provide better customer service than its competitors. Rao Nagar with reference to Spencer’s Daily. Most of the families belong to Socio Economy Class (SEC) A & B. increase the variety of merchandise with deep assortment. accepting debit/ credit cards. Most of the customers complained regarding customer service. arrangement of product should be in proper way that creates good store image.75% people visit to Spencer’s Daily Supermarket. pricing. product updation. provide parking space and employ knowledgeable sales staff.75% respondents visit super markets for the prices offered by the super markets and 46. variety of product with deep assortment. Their monthly incomes are ranging from 10.5% people visit Supermarket for shopping and 50. store image.000-20. 44. Most of the families have 4 to 5 members in their families. From the above data it can be observed that there is a potential for good market opportunities for retail Supermarket.000 and above. quality of products. fresh products like fruits and vegetables.S. arrangement of products. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . product knowledge of employee.75% mentioned that the quality of product provided by the super markets is the reason for their visit to super markets. provide club Spencer’s membership card to the customers.

Findings and suggestions/recommendation of this report might be helpful for the company to improve its performance and business. understanding retail business and how to respond in critical situations.This study helped me a lot for analyzing the market. Introduction to retailing [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 2.

Wholesalers and retailers – do retailing. A business wholesales come from primarily from retailing. Almost 95% of these retail outlets are less than 500 sq. Thus India’s per capita retailing space is the lowest in the world. The industry has contributed to the fastest changing and dynamic industries in the world today. compared to the US figure of 16 sq. In simple terms. India has the largest number of outlets in the world. ft. The retail scenario in India is unique. It is a proven fact that in India the retail industry has become the 2nd largest employer after agriculture. working women. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . In size. it is an emerging trend in the India and Hyderabad is not far behind which is also witnessing the stupendous growth and opportunities presented by this sector. The term Retailing is defined as “All activities involved in selling goods and services directly to final consumers for their personal and non-business use”. Because of the increasing number of nuclear family. convenience has become a priority for the Indian consumers. Introduction The word retail has its origin in French word retaillier and means “to cut a piece off’’ or “to break bulk”. to its delivery and post delivery service to the customer. Indian retail sector is in boom period and many reasons are contributing to it. greater work pressure and increased commuting time. with over 12 million retail outlets of various sizes and formats. ft. Most of them are independent and contribute as much as 95% to the total retail sales. Many institutions- Manufacturing. Retailing involves a direct interface with the customer and the coordination of business activities from end to end right. Retailing. it implies a first-hand transaction with customer. from the concept or design stage of a product or offering. With more than 9 outlets per 1000 people. Much of it is in the unorganized sector. the per capita retail space in India being 2 sq. but most retailing is done by Retailers. ft.

and from unorganized retailers like Kirana shops. Some of the striking features of Spencer’s Retail – a big and different formats having nice store image. Vishal Mega Mart etc. Many new players coming in the retail market has increased the degree of competition by adopting 5 P’s (i. In short. In Hyderabad. Food World. others failed to do so. process and services. to name a few. The Indian retail market is the 5th largest retail destination globally.The growth and development of organized retailing in India is driven by two main factors – lower price and benefits the consumers can’t resist. Competition in retail sector has become extremely keen. promotion and people) for successful retailing. Pantaloon’s. economies of scale drive down the cost of supply chain. Shopper’s Stop. shopping got an altogether new meaning in Hyderabad. It is estimated to grow from the US $ 330 billion in 2007 to US $ 427 billion by 2010 and US $ 637 billion by 2015. Vijetha. Heritage fresh @. place. along with soothing music and luring visual display of the products with self-selection facility magnetizing customers to choose from a wide assortment and variety of the products priced with entrancing discounts and fabulous offers. Spencer’s Retail is facing big intense competition from organized retail outlets like Big Bazaar.e. Spar. allowing retailers to offers more benefits offered to the customers. The emergence of organized retailing has led to competition which has resulted to the demographics & psychographic changes in the life of urban consumers. retailing is customer-centric with an emphasis on innovation in products. According to experts. the customer is the king. The life style and purchasing power of the middle class & upper class segment have fuelled the growth of organized retailing to intense competition among the big players. While some of the exiting retailers survived. price. Reliance fresh. Globally. product. More. with its inception in Hyderabad. Hyderabad Central. Garment shops etc. Spencer’s Retail came up as the organized retail outlet in the form of a Hypermarket in the year 2001. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .

3. Objective of the Study [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .

A. Rao Nagar. • To know the target customer’s of Spencer’s Retail/Supermarket at Dr.S. Rao Nagar area demographic wise. • To study about customer preferences and frequency of shopping. • To understand the customer’s expectation from retail service provider. Objectives of the study • To study Dr. • To study about the perception of customers with reference to availability of products and services in supermarket/Spencer’s. A.S. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .

Research Methodology and Scope of the Study [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 4.

Rao Nagar. Statistical Tools Used For the purpose of data analysis. A. structured questionnaire is used. journals and Internet. Hyderabad. Sample Size: - Sample size was 400. Percentage Method is used for calculation and result was interpreted. Research Methodology The study is relied on primary as well as secondary data. No. This questionnaire contains qualitative and quantitative information of the customers. The primary data is collected through personal interviews using structured Questionnaire. various books. Sampling Methods: Probability sampling method or simple random sampling Universe: - The research work was accomplished in Dr. Hyderabad is my Universe. Rao Nagar. which would help to know the situation prevailing in the market. The questionnaire contains of both open-ended and close ended questions. Research Instrument: - For this study. A.S. of Respondents Percentage = ---------------------------×100 Total Respondents [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .S. so Dr. The Secondary is collected from management of the Spencer’s Retail Ltd. for the collection of various data requirement.

also to understand the customer preferences and. Hyderabad market. Rao Nagar. Scope of the Study With the help of primary data given by the respondent during survey and secondary data. A. study is done to help the Spencer’s Retail Ltd to understand the market potential at Dr. potential customers and current market position of Spencer’s Daily at that area. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . S.

I have taken them in to consideration as a full filled questionnaire. • Customers who visit occasionally to Spencer’s in a month or with 15 days. Assumptions of the Study The assumptions of the study are---- • Questionnaires which were filled by both husband and wife and other members of family have been considered by me as filled by male (earner) only. I consider that once in a week. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 5. • Those questionnaires which are more than 80% filled.

Retail Sector and its scope in India [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .6.

More and more players are entering the retail business in India to introduce new formats like malls. discount stores. From that time the retail sector in India can be widely split into the organized and the unorganized sector. following the modernization of the retail sector in India. as a result of good performance of IT. chemist shops. Grasim etc. Organized retail formats prevalent globally • Malls • Supermarkets • Hypermarkets • Discount Stores • Department Stores • Specialty Stores • Internet Retailing • Convenience Stores • MBO [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . There has been a boom in retail trade in India owing to a gradual increase in the disposable incomes of the middle class households. department stores and even changing the traditional looks of bookstores. supermarkets. Retail Sector and its scope in India Structure of Indian Retail Sector The retail industry continued in India in the form of Kirana stores till 1980. Today. and furnishing stores. Organized Retail Sector After 50 years of unorganized retailing and fragmented Kirana stores. Soon. modernization is the catch phrase and the key to understanding retail in the next decade. Systematization and consolidation. Service and Infrastructure sectors. the Indian retail industry has finally begun to move towards modernization. many companies started pouring in the retail industry in India like Bombay Dyeing.

As 70% of the employment is generated in Agriculture sector. India's Largest retail Chains: 1. This sector constitutes about 95% of the total retail trade. There is a lot of hue and cry in the sector for opening of sector for direct investment from the foreign players. hence this form of retailing is widely seen in those areas and of course to some parts of the urban. hand cart. KVIC (Khadi & Village industries): 7. One of main reason of not opening this sector to FDI is it may shrink the employment in the unorganized sector and expand that in the organized.000 3. CSD (Canteen Stores Department) Stores:3.000 4. The Evolution of retail in India Traditional Established Emerging Formats Formats Formats Itinerant Salesman Kirana shops Exclusive retail outlets Haats Convenience/Department stores Hypermarket Melas PDS Malls/Multiplexes Kiosks Pan/Beedi shops Specialty Malls Post Office Fast food outlets etc.000 2. the vendors on the pavement (sidewalk) etc.400 (Source business world marketing White book 2005) [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . but government cannot neglect the interests of small players.Unorganized Retail Sector The unorganized retail sector basically includes the local Kirana stores. PDS (Public Distribution System): 463. Post offices: 160.

• Higher disposable incomes.73% with a turnover of US$ 25. conducted by The Nielsen Company. GRDI India ranked first for the third consecutive year on the Global Retail Development Index – 2007. It is currently 12%.44 billion in 2007-08 as against US$ 16. CB Richard Ellis' findings state that India's retail market is currently valued at US$ 511 billion Indian retail on the fast-track • The Indian retail market is the fifth-largest retail destination globally. with high financial confidence about their income for the next 12 months. Current Scenario of Indian Retail Sector The Indian retail market. conducted by AT Kearney across 30 emerging economies. A McKinsey report 'The rise of Indian Consumer Market'. • Retail contributes to 10 per cent of India’s Gross Domestic Product and provides employment to 8 per cent of India’s working population. Indian retail showed a growth rate of 49. India is ranked as the most preferred retail destination for international investors. The share of retail trade in the country’s gross domestic product (GDP) was between 8-10% in 2007. Indians were judged as the world’s most optimistic consumers. which is the fifth largest retail destination globally. has been ranked the 2nd most attractive emerging market for investment after Vietnam in the retail sector by AT Kearney’s seventh annual Global Retail Development Index (GDRI). estimates that the Indian consumer market is likely to grow four times by 2025. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . easy availability of credit and high exposure to media and brands has considerably increased the average propensity to consume over the years. GCCI India ranked first for the fifth time on the Global Consumer Confidence Index – June 2007.99 billion in 2006-2007. It is estimated to grow from the US$ 330 billion in 2007 to US$ 427 billion by 2010 and further US$ 637 billion by 2015. Commercial real estate services company. and is likely to reach 22% by 2010. in 2008.

India may have 600 new shopping centers.000cr. Indian retailers preferred means of expansion is to expand to other regions and to increase the number of their outlets in a city. will be completed within the next two-years.branded items. Lifestyle. It is expected that by 2010. Companies like Spencer’s. The global retail giants like Wal-Mart. Carrefour Group and The Home Depot. Mother Care. retail space. food is the most dominating sector and is growing at a rate of 9% annually. K-Mart/SEARS. Trent. FCUK. India retail industry is expanding itself most aggressively. Pantaloon has planned to add eight 'Big Bazaar' malls within the next 6 to 8 months and also Spencer has geared up for opening 15 hypermarkets in near future. NEXT. have come up in the recent past. Tesco. Spar International. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .The contribution of retail sector to GDP has been manifested below: Country Retail Sector's share in GDP (in %) India 10 USA 20 China 8 Brazil 6 The analysts foresee bright future of the retail sector. In the Indian retailing industry. extending more space of about 12mn sq ft to it. Trussardi. ZARA. in a move to make additional 50mn sq ft of retail space. Nearly 60 malls are on the verge of completion and may be operational by the end of current financial year. Pantaloons Tanishq. Shoppers Stop. generating 20mn sq ft. A forecasted number of nearly 200 malls. Trent is on the edge to take both its brands 'Star India Bazaar' and 'Westside' to new cities. A huge number of shopping malls. Vishal and More already have planned to invest over Rs 5. as a result a great demand for real estate is being created. Reliance. Crossroads. meanwhile Shoppers' Stop has recently geared up for expansion of present ones and to add 11 new stores including two hypermarkets. DKNY and many more have made plans to march in the Indian market. Carrefour. nearly 100. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food. lKEA. Since at present 60% of the Indian grocery basket consists of non.

On the other hand. Pantaloons and West sides in coming years have will face stiff competition. Shoppers' Stops. E-Zone etc. Star India Bazaar. So finally. RIL is poised to emerge as the single largest player in this sector. Max. After partition. Home Centre. Books & Beyond. Hyper City. Depot. and Titan Industries with World of Titans showrooms. Crossword. Wal-Marts or Safeway does ultimately enter in the country. Express & Fresh • Pantaloon Retail-Formats: Big Bazaar. Chroma. Central.Wholesale • Shoprite Holdings-Formats: Shoprite Hypermarket [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Fun City and International Franchise brand stores. Inorbit • Lifestyle International. True-Mart • Nilgiri’s-Formats: Nilgiri's’ supermarket chain • Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain. • More-Formats: Supermarket chain and hypermarket chain • Vishal Retail Group-Formats: Vishal Mega Mart • BPCL-Formats: In & Out • Reliance Retail-Formats: Reliance Fresh • Reliance ADAG Retail-Format: Reliance World • German Metro Cash & Carry:. • The Tata Group-Formats: Westside. Fashion Station.Lifestyle. Pantaloons. Brand Factory. Spencer’s Hyper. Food Bazaar. Tanishq outlets. Landmark. • K Raheja Corp Group Formats: Shoppers’ Stop. • Pyramid Retail-Formats: Pyramid Megastore. aLL. Reliance Industries Ltd (RIL) is substantially getting ready to enter in field of retailing. Daily. Major Indian Retailers:- • RPG Retail-Formats: Music World. Tosco’s. Spencer’s Super. Steel junction. Westside.

Wal-Mart. • Microsoft's first shop-in-shop pilot has been launched with the Tata Group subsidiary Infiniti Retail's multi-brand consumer durables retail format. • Apple Inc has entered into an exclusive marketing and distribution deal with Reliance Retail through "iStore by Reliance Digital". TGIF. Nike. Sharp. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . • World's leading coffee chain. Croma. Pizza Hut. Lee. Medicine Shoppe among others. Benetton. will soon add 135 new stores to its existing 15 stores. Sony. Kodak. Swarovski. Dominos. • The Walt Disney Company. has tied-up with Sunil Mittal's Bharti Enterprises to enter Indian retail market.International Retailers:- The world's largest retailer. • Some of the international players that have already entered India include McDonald's. Adidas. Starbucks' enters India through a tie-up with the country's leading multiplex operator PVR Limited. consumer product retailing arm of global animation giant. Levis.

Company Profile [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 7.

Power. Technology. India (1979) Founder(s):. Company Profile RPG Enterprise Type: . Transmission. Private Conglomerate Founded: . Retail.com RPG Enterprises:- [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . www.25 billion Employees: .rpggroup. 58000 Website: . Mumbai.Mumbai.RP Goenka (Chairman Emeritus) Harsh Goenka (Chairman) Sanjeev Goenka (Vice Chairman) Industry: . Tyres/Tires. India Key People: . Entertainment and other Revenue: . US$3. RP Goenka Headquarters: .

The group has more than twenty companies managing diverse business interests in the areas of Power. Entertainment. RP Goenka retains the title of Chairman Emeritus. Agarpara Jute and Murphy India. RPG Enterprises. 13.. Asian Cables.500 cr. Retail. The conglomerate’s major companies. IT. Transmission. established in 1979 by RP Goenka. while the chairmanship and vice-chairman ship have been assumed by his sons Harish and Sanjeev Goenka respectively. and initially encompassed Phillips Carbon Black. is one of India’s fastest growing business groups with a turnover touching Turnover of Rs. and Specialty. Currently. Carbon Black. • Power • CESC • Noida Power Company Limited • Tyres / Tires • CEAT • CEAT Srilanka • Phillips Carbon Black • Harrisons Malayalam • Transmission • KEC International • RPG Transmission • Nitel • Technology • Zensar Technologies • RPG Cables • RPG Life Sciences • Raychem RPG [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Tyre. subsidiaries and affiliates are….

• Values RPG’s business ethics promote higher levels of excellence. makes working with RPG an enriching experience. Speed and Flexibility propel it to perform and excel in all spheres of the business. Transparency & Integrity and Passion for Superior Performance. Continuous process improvements are carried out to ensure complete satisfaction of customer and market requirements. and performance is a pre-requisite. Where entrepreneurial skills are valued. Its members are highly qualified professionals. well experienced in their respective fields. People Orientation. Innovation & Entrepreneurship. The group’s values of Customer Sovereignty. excellence is the by-word. Anticipation. growing returns and a reputation to reckon. • Retail • Spencer's Retail • Music World • Books and Beyond • RPG Cellucom • Entertainment • Saregama • Other • Spencer's Travel Services • Spencer International Hotels Wide-ranging businesses. • Management The RPG Management Board is the backbone of the conglomerate. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . • Quality For RPG quality determines success.

Asian Cables. • After successful acquisitions in the areas of tea. automobile. • Sir Hariram Goenka and Sir Badridas Goenka are conferred knighthood by the British for outstanding contribution to business and the community. starts RPG Enterprises in 1979 with Phillips Carbon Black. came to Calcutta to do business with the British East India Company. jute. and the subsequent growth of the RPG group. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .Duncan Brothers and Octavius Steel. Sir Badridas Goenka becomes the first Indian to be appointed Chairman of the Imperial Bank of India (now the State Bank of India). believing in giving back to the community what it has gained from it. tyre. Agarpara Jute and Murphy India. from a small town in Rajasthan. The group regularly contributes toward the welfare of various social groups and is involved in promoting social activities in the field of sports and arts. Keshav Prasad Goenka retires in the 70s. • Beyond Business RPG is a socially responsible organization. cotton textile and electric cables. History of RPG Group The history of RPG began in 1820 when Ramdutt Goenka. textiles. • One of the sons. Rama Prasad Goenka (better known as RP Goenka). • Keshav Prasad Goenka (son of Sir Badridas Goenka) continues the successful trait of entrepreneurship. jute and tea. • In 1933. The following milestones speak of his enterprising efforts. • He is elected President of the Federation of Indian Chambers of Commerce and Industry (FICCI) in 1945. • By the 1900s the Goenka’s establish themselves in diverse business sectors like banking. • In 1950 Goenka’s acquire two British trading houses . His business is taken over by his three sons.

and ICIM in 1989. with a Turnover of Rs. the first being CEAT Tyres of India in 1981.500 cr. 13. Management Board [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . The group then went on to acquire KEC (1982). Spencer & Co. Dunlop (1984). 115 billion) for fiscal year 2007. • The group recorded a turnover of Rs 11. RPG has more than twenty companies across eight business sectors. • The 80s see further acquisitions by the RPG group. • RP Goenka’s sons Harsh (Chairman) and Sanjeev (Vice-Chairman) spearhead the group’s management from 1990. Today. Harrisons Malayalam. HMV (1988). Searle India. now RPG Life Sciences (1983). • RP Goenka currently oversees the group’s affairs as “Chairman Emeritus”.500 crore (equivalent to Rs. and finally CESC.

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . home and office essentials. the first ever hyper store in India was launched by Spencer’s at Hyderabad in the year 2001. music and books. Spencer’s is one of the earliest entrants into the retail space and literally introduced the Indian consumer to the concept of organized retailing. Spencer’s focuses on verticals like food and grocery. food and personal care.5 million customers a month. fruit and vegetables. is one of India’s largest and fastest growing multi-format retailer with 350 stores.Power. We are proud today of our 350 stores across 60 cities covering a retail trading area of 1. Spencer’s is on a high growth path. RPG is one of the powerhouses that drive Indian industry. part of the Rs 13. Retail and Entertainment. Spencer’s Retail Limited. Spencer's Retail Ltd. electrical and electronics. RPG Enterprises has had unrivalled success which speaks very highly of the efficiency and vision with which the group is run. In fact.500 crores RPG group. With more than twenty companies. Over the years. it has ramped up operations to about 350 stores across 60 cities in India. Spencer’s has become a popular destination for shoppers in India with hypermarkets and convenient stores catering to various shopping needs of its large consumer base. Transmission. The journey onwards has been one of the most aggressive of all the retail players in India. (A RPG Enterprise) RPG Enterprises is not only one of the biggest. it spans six business sectors . A US $ 3. Tyres. RPG Enterprises has built a huge reservoir of trust and goodwill among the people of India. garments and fashion accessories. We at Spencer’s are truly proud to be a part of the RPG family. With such a diverse portfolio. but also of the most respected names in the industry. including 35 large format stores across 60 cities in India. About Spencer’s Retail Ltd. Technology.25 billion dollars business conglomerate. Established in 1996.3 million square feet and an astonishing 4. The company started its operations way back in the early 90’s in the south and over the last one year-and-a-half. toys.

apparel. fish. • The Spencer's stores are neighborhood stores ranging from 1500 less than 15000 sq. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . ft. electronic gadgets and IT accessories. chilled and frozen foods. Ready to Cook. The merchandise ranges from fruits & vegetables.000 sq. bakery. etc…. The company operates through the following formats: • The Spencer's hyper stores are destination stores. electronics. office stationeries. • Retail footage of over 6 million square feet and over 350 Spencer’s stores in 60 cities. home décor & home needs. processed foods (Ready to Eat. fashion. On an average. • Established in 1996 and headquarter is in Chennai. Some of these stores which have floor area of more than 10. lifestyle products. chicken. home care. ft in size.. a Spencer’s hyper stocks 70. the stores also comprise book & music retailing. These stores stock the necessary range and assortment in fruit and vegetables. soft toys. bakery. personal care products. sugar free.groceries. Important Point:- • Fastest growing retail stores with multiple formats and retailing food. of more than 15. Besides.specialty foods including international. They offer everything under one roof. garments.000 items. chilled and frozen food. consumer electronics & electrical products. baby care. FMCG food and non-food. meat.Operations Spencer’s has retail footage of over 6 million square feet and over 350 Spencer’s stores in 60 cities.000 sq ft sometimes offer home care products. staples and frozen foods and cater to the daily and weekly top-up shopping needs of the consumer. basics in garments and limited range of electronics and electrical.000 SKUs across 35. music and books. organic foods. FMCG products).

2009 held in Mumbai and this is the third award that the organization has received. Mission Strives to exceed the aspirations of its customers for a healthy and fulfilling lifestyle by providing:- • The most innovative consumer goods and delectable taste experience. 2007 in Mumbai. Woolworths is also planning to introduce the Ladybird range of kids wear. • Spencer's Retail Limited. • Building a unique retail experience for the customers. 2008. 49 upwards). Vision To “build Spencer’s as the most professionally managed retail business in the country through:- • Excellence in all operating processes. • Unbeatable value [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Spencer’s Retail has become the highest benchmark for the Indian retail Industry. three years in a row. has been awarded the Coca Cola Golden Spoon "Most Admired Food & Grocery Retailer for Convenience and Express formats" Award at the Food Forum of India. • With an immense amount of expertise and credibility. New Ventures • Spencer’s retail has announced a tie-up with British retailer Woolworths Plc for exclusively selling its famous toy brand Chad Valley through its outlets. one of India's largest food first multi-format retailer. In fact. Spencer’s was awarded the Turnaround Retailer of the year 2006 at the India Retailers Forum. • Nurturing and facilitating a learning and growth culture. • The ultimate shopping experience. • Unsurpassed customer service. And Most Evolved Retailer of the year 2007 at the India Retail Forum. • Besides the Chad Valley range of toys (available at prices Rs. They offer a co-branded credit card with HSBC bank (HSBC Spencer's Retail Credit Card).• Spencer’s Retail has a loyalty program. the company’s continuing expansion plans aim to help Spencer’s Retail meet the challenges of the retail industry in an even better manner than it does today.

Delhi NCR. • Spencer’s Retail currently employee’s 4. Major Future Plan • It will be going in for public issue within the next 12 months to raise capital for expansion. Aurangabad. Punjab and Kolkata. • The company will be investing Rs. Mumbai. followed by "Books and Beyond"[Retail chain of Book Stores] and "RPG Cellucom"[Retail Chain of Mobile Stores]. 10 billion over the next 3 years using both internal source and an IPO. East UP. Spencer’s is increasing its stores from 150 to 250 with a target of expanding by 400 more in the next two years.000 jobs in its different formats. • The company plans to focus on the larger format stores in the identified growth clusters with higher market potential value and stronger brand equity for Spencer's. Coastal Andhra Pradesh. Chennai. South Kerala. • Spencer’s was the first to introduce the concept of music retailing with "Music World" chain of stores. • Spencer’s has announced that it will very soon launch CRT TVs under the brand name Yashika. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . • The ‘next’ place away from home or office to relax and indulge themselves. • The company had last year announced a Rs 1. • In every financial year.500 cellcoms and 400 Music Stores by 2010. Hyderabad. • The company has already reserved 1 million square feet of space all over the country and will be creating close to 10.500 people and has 6 million square feet of space. They are planning to setup 1. These clusters are Bangalore. Pune.500 investment plan to expand its business across the country.

• Spencer’s is all set to enter the standalone Lifestyle Retailing segment by opening American Lifestyle Brand stores in India . • The company operates through the following formats:- Spencer’s Hyper:. Ghaziabad. Gurgaon. The company plans to setup five BHPC stores all in the Delhi NCR region and then move to other metros. Spencer’s Fresh: .Small format stores conveniently located with a range of products to meet daily household needs. Spencer’s Daily: . Mumbai. Durgapur.One of the largest supermarket chains in the food and grocery segment in India. Vijayawada. Vizag.A fast growing retail network of hypermarkets with large format stores in Hyderabad. Lucknow. Calicut. Aurangabad. Spencer’s Hyper:- [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Formats of Spencer’s Outlets • Spencer’s has retail footage of over 2 million square feet and over 350 Spencer’s stores in 60 cities. Gorakhpur and Warangal. Spencer’s Express: . Kolkata. Spencer’s super: .Spencer’s Fresh stores provide with an enjoyable convenient shopping environment in very own neighborhood.Food and grocery store next door.Beverly Hills Polo Club [BHPC].

fresh ghee.000 square feet in trading area. Shoppers come here looking for fantastic deals across all categories. Spencer’s Daily:- • Small format stores conveniently located with a range of product to meet daily household needs. • The Spencer’s Hypermarkets are huge destination stores. fresh butter. fresh masalas. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . bright and functional ambience to shop along with the convenience of finding everything under one roof at the best value for money. clean. Spencer’s Super:- • One of the largest supermarket chains in the food and grocery segment in India. • About 8000-15. • The Express store stock dairy products. the Spencer’s Super not only caters to the daily needs but also stocks Home care products.000 square feet in size. fresh coffee/tea... Spencer’s Express:- • Spencer’s express positioned as the food and grocery store next door. fruits and vegetable. Bakery.. more than 25.. • Hypermarkets ensure a comfortable. fruit juices. Fresh fruits and vegetables and many more... cut vegetables/ready to cook. Baby care besides groceries and staples. • These stores are around 1000 square feet in size.. Personal care products.. fresh pickles... • The Spencer’s Super is the place to go for weekly and monthly shopping. They are open from 7 am to 9 pm and also provide with home delivery. Chilled and frozen food. bread and bread products.. fresh fish and meat.

Spencer’s Daily saves the hassle of bargaining with the local Kirana shop owners because it offers the lowest possible prices. milk. fruits. vegetables. yes even lower than sabziwala! Snapshot:- Different formats of Spencer’s Retail Format Stocks Min. fresh butter. eggs. which caters to the entire daily shopping need –from regular groceries to fresh food and also weekly top-up shopping. fresh fish and meats. pickles.000 [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Spencer’s Fresh Vegetables. • The Spencer’s daily store is a friendly neighborhood store. Spencer’s Daily Regular groceries and daily 4000-7000 use products. • About 4000-7000 sq ft in size and with a bright and friendly atmosphere.) Spencer’s Express Dairy products. Spencer’s Fresh is far better than the regular sabzi mandi’s or local vegetable markets and at Spencer’s Fresh consumers not only do get fresh. masalas. These 2000 square feet air-conditioned stores are well stocked with fresh food of the very best quality. personal 8000-10. bright and hygienic ambience. With an impressive range and a clean. fruits. 1000 vegetables. milk. breads and much more. Trading Area (sq. fruits. coffee/tea. Spencer’s Fresh:- Spencer’s Fresh stores provide with an enjoyable convenient shopping environment in very own neighborhood. clean and tasty farm produce but also lowest possible prices in the locality. Spencer’s Super Home care products. ghee.ft. fruit juices. eggs. such as fresh farm produce. 2000 breads and daily use items. bread and bread products.

000 8. bakery. Introduction to Market Potential and Catchment Analysis [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Spencer’s Hyper Miscellaneous and many more More than 25. care products. chilled and fresh food. baby care products and daily use items.

Market potential is basically carried out to know the strength in the industry also to allocate the target to the sales force based on optimum market research which normally includes the customer’s requirement and their expansion plans. Total Market Demand:- The total market demand for a product or service is the total volume that would be bought by a defined consumer group in a defined geographic area in a defined time period in a defined marketing environment under a defined level and mix of industry marketing effort. Market Potential Market Potential:- Market Potential is the total amount of a product/service that customers will purchase within a specified period of time at a specific level of industry wide marketing activity or estimated maximum total sales revenue of all suppliers of a product in a market during certain period of time. also for a particular area. Market demand in the specific period [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . This is an important aspect of marketing since one has to do market research related to his industry product which can be business to consumer or business to business. With optimum information a company can know amount of investment for a product. investment etc. Total market demand is not a fixed number but a function of the stated conditions.

In this figure. • Estimate your market share. upper limit of market demand is called Market Potential. unit Benefits of Market Potential Analysis:- • Understand market potential for a single store. A market potential analysis may include: • A customer profile to understand where to find more like them • Market penetration and market share reports showing performance in existing markets and expected performance in new markets • Market ranking reports allowing you to prioritize resource deployment into new markets [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Companies have developed various practical methods for estimating total market demand. A common method to estimate total market demand is as follows:- Q=n×q×p Where Q = total market demand n = number of possible buyers in the market q = quantity purchased by an average buyer per year p = price of an avg. network of stores or a new market. • Forecast total opportunity in terms of number of customers and revenue potential.Market potential Market forecast Market minimum Planned expenditure Industry marketing expenditures Market demand as a function of Industry marketing expenditures Fig (1): Market Demand Figure (1) shows the relationship between total market demand and various market conditions. • Deploy resources effectively by ranking markets in priority order.

market potential = (how many * how much* how often) Bottom Up or Top Down Market Analysis:- • A Bottom Up approach to market sizing starts with a company customers. • A geographic view of market opportunity on detailed maps Market potential can be expressed as a function of: • The number of customers purchasing • Amount purchased • Frequency of purchase In other words. Estimating the market or market potential for a new business or business expansion is critical in determining the economic feasibility of a venture. It takes a close look at a geographic market area and profiles the consumers and/or businesses to let you know their propensity to buy your products and services. But market potential is very essential for the company and by knowing market potential a company can make its position in the market by finding how many players are there in that sector. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . How much and often do they buy? What is their profile? How many potential customers do you have in the market based on your customer profiles? How can you reach them? • A Top Down approach starts with market and industry data.

hard to fully understand.4% families belong to Socio Economy Class (SEC) A+. all these data are approximate. In his area 5. CATCHMENT ANALYSIS Introduction about Dr. how can company give them what they want? If company doesn’t know where they come from. • If a company doesn’t know who its shoppers are. Its market penetration.S. A. how can company communicate with them? Finding answers to these questions is vital but catchment analysis is very helpful in that. All this result has been found with the help of Area Mapping technique and catchment analysis. By all these data we can find that this area is having good market opportunities retail Supermarket. • A company or retail store will be able to optimize its activities if and only if company knows its market in depth. A. hard to grasp. its success and its potential depend on geographical factors. but catchment analysis is very helpful. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 52% families belong to SEC B and 4% families belong to SEC C. Rao Nagar is developing area of Hyderabad and it consists of all class of family.6% families belong to SEC A.S. 38. Rao Nagar. Hyderabad:- Dr.

Through that we quantify the sizes and potentials of that local catchment areas and market of that area as whole. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Tertiary Catchment The area from where only some selected or loyal customers come to the retail stores that is more than 2 km far from outlet. from where maximum number of people comes to the retail stores for shopping. first part is the area mapping of that local market and through that finds the locations of the competitors. Outer Catchment Outer catchment area is totally outer area from where only less no. customers and traffic between them. of person sometimes comes to the outlet. company knows the best location for business. Secondary Catchment This area is called secondary catchment area which is around 2 km far away retail stores from where some people come to the shop for shopping. • In the catchment analysis. target and potential customers Type of catchment area There are four type of catchment that is following Unitary Catchment It is hub of the catchment area around the outlet. • With the help of catchment analysis.

9. Data Analysis and Interpretation [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .

Since customer interaction takes place at the store and near store. as customer preferences and choices are dynamic and change frequently. identification of the right product mix. Data Analysis and Interpretation Research in retail is very essential. The major objectives of analysis of data are:- • To evaluate and enhance data quality • Describe the study population and its relationship • Examine effects of other relevant factors • Seek further insight into the relationship observed or not observed • Evaluate impact and importance [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Research is carried out at the retail level for concept testing. business feasibility analysis. there is a big opportunity to gather first hand information and feedback from customers through research and survey. the retail company needs to understand these before redesigning its processes for enhancing business and many more. target customer and market potential.

Rao Nagar. of Respondents % of Respondents 18-25 134 33.75 56+ 31 7.75 [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Table-1 Age Group of Respondents Age Group No.Target Customers.S.5 26-35 152 38 36-45 56 14 46-55 27 6. A.Age Wise:- This Table reveals about age group of customers at Dr. Hyderabad.

of Family and Family Member's of Respondent Member's of family No. it is observed that majority of the residents fall in the age group 18-25 and 26-35 No. of Family % of Family 1 2 0. Table-2 No.5 4 123 30.5 6 54 13. 33. A.5 2 20 5 3 42 10. Hyderabad.5% people fall in the age group 18-25 years. 38% people fall in the age group 26-35 years.5 7 15 3. of family member’s in a family of Dr. Pie Chart: 1 Source: Primary Data Inference: From the Table-1 and Pie chart-1 depicted above. Out of 400 respondents who answerd the questionnaire.75 5 138 34. Rao Nagar.S. From the above analysis.75% people fall in the age group 46-55 years and 7. of family member’s of the Respondents This table explains about No. 6.75 [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .14% people fall in the age group 36-45 years.75% people fall in the age group 56+ years.

10. 34. 8 4 1 9 1 0.75% people belong to 4 member’s family.5% people belong to 3 member’s family.5 people belong to 5 member’s family. 5% people belong to 2 member’s family.25 11 1 0. 1% people belong to 8 member’s family. 13. Out of 400 respondents who answerd the questionnaire. Column chart-2 depicted above. 33.5% people belong to 6 member’s family.25 Column Chart-2 Source: Primary Data Inference: From the Table-2. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .

Target Customer. A. Rao Nagar. of Respondents % of Respondents S.Education Wise This table explains about education level of customers of Dr.75 Inter 28 7 Graduate 215 53.S.5 Others 12 3 [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 7 1.C.75 Post Graduate 138 34. Table-3 Education Level of Respondents Education Level No.S.

5% people belong to Post Graduate category education level and 3% people belong to others category education level. A.C. 1. Occupation of Respondents This table describes the occupation of respondents who gave the answer of questionnaire and explain class of customers of Dr. 7% people belong to Inter category education level.25 House Wife 27 6. of Respondents Respondents Student 73 18.75 Service 172 43 Business 87 21. 53.75% people to Graduate category education level. pie chart depicted above.25 [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 34.75% people belong to S.S. Table-4 Occupation of Respondents % of Occupations No. Hyderabad.75 Others 41 10. Out of 400 respondents who answered the questionnaire. category education level. Rao Nagar. Pie Chart-3 Source: Primary Data Inference: From the table.S.

21. A. 43% people belong to Service category.75% people belong to Business category.25% belong to Student category. Monthly Income of Respondents This table states about the monthly income level of Respondents who gave the answer of this survey questionnaire and belong to Dr. pie chart depicted above.25% > 20k 105 26. of Respondents % of Respondents < 5k 68 17% 5k-10k 78 19. Pie Chart-4 Source: Primary Data Inference: From the table. Rao Nagar. Hyderabad & so taken by me as a sample of the entire population for the analysis.5% 10k-20k 149 37. Table-5 Monthly Income of Respondents Monthly Income No. On this basis of 400 respondents who answered the questionnaire.25% [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 6.75% people belong to House Wife category and 10.S. 18.25% people belong to Others category.

5 [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .25 Supermarket's & Kirana Stores 66 16. of Respondents % of Respondents Supermarket's 284 71 Kirana Stores 45 11. Pie Chart-5 depicted above.000 monthly income category.5 Source: . 19.Primary Data Inference: From the Table-5.25% people belong 10.25 Others 5 1.000-20. Pie Chart. 37. Out of 400 respondents who answered the questionnaire. Table-6 Regular Shopping Place of Respondents Shopping Place No. 17% people belong less than 5000 monthly income category.000 monthly income category and 26% people belong to more than 20. Regular shopping place of Respondents This question reveals about preference of Respondents regarding retail stores where they shop regularly.5% people belong to 5000-10.000 monthly income category.

75% 197 No 49. 11. Pie Chart-6 Source:.25% [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Table-6 No.25% people shop at Kirana Stores and 1. Shopping place of Respondents is Spencer’s or not This question tells about respondents shop at Spencer’s or not and also it tells about brand awareness of Spencer’s in market.Primary Data Inference:. of Respondents Shop at Spencer's % of Respondents 203 Yes 50.25% people shop at others. • Out of 400 respondents who answered the questionnaire. Pie Chart-6 depicted above.50% people shop at Supermarket’s and Kirana Stores.From the Table-6. 16. of Respondents who visit Spencer's for shopping No. 71% people go to Supermarket’s for shopping.

A.75% people go to Spencer’s for shopping but not regularly. 50. Table-7 Shopping at Spencer's in a week by Respondents No. Bar Chart-6 depicted above. • Out of 400 respondents who answered the questionnaire. • 49. of Respondents % of Respondents 1 76 19 2 98 24.5 3 20 5 4 8 2 20 1 0. of times in a week shopping at Spencer’s by the Respondents This table explains about frequency of shopping in a week by the respondents in a week.75 [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . of times in a week No. By this question it reveals that brand awareness of Spencer’s in Dr.25% people do not go Spencer’s. Bar Chart-6 Source:.25 203 50.Primary Data Inference:- From the Table-6. Rao Nagar is nice. No.S.

etc. range of items. customer service. availability of variety of products. 24. offers and discounts. 5% people shop at Spencer’s thrice in a week and 2. value for money. 19% people go to Spencer’s for shopping once in a week.25% people shop at Spencer’s 4times in a week.).5% people shop at Spencer’s twice in a week. store ambience (it determined by store layout. Column Chart-7 Source:. after sales service. column chart depicted above. Table-8 Perception of customers for visiting Supermarket [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . parking facility. It means the convenience of the customer to visit a supermarket based on the different factors like better price. Perception of Customers about visiting to supermarket This table reveals the opinion of customers for visiting a Supermarket. product quality. soothing music.Primary Data Inference:- From the table. • On the basis of 400 respondents who answered the questionnaire. accessibility. tempting visual display of the products with self selection facility.

75% Good Quality of Products 0% 0. Good VG % of No Respons % of Poor Respons Respons Respon Respon Outlook e Response e e se se Better Price 0% 4% 28.75% 10.25% Convenien ce or Opening Hours 0% 1.5% 3.25% 33% 6% 11.75% Variety of Product to choose 0.5% 43.5% 38.5% 22. % of Very % of % of % of Poor Avg.5% 57% 7.75% 36.75 Product Knowledge of Employee 1% 1.75% For Better Price [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .75% 37.75% 5.25% 3% 57% 28% 10.25% 35% 12.75% 12% 10.75% Store Comfortabl e to shop- in 0% 0.50% 44.5% 6.75% Parking Facilities 0.25% 5.75% 10.75% 43.25% 10.5% 46.75% 10.

75% said good about pricing of products. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . • Out of 400 respondents who answered the questionnaire. Column Chart-8 Source:.5% said average. 44. 12% said very good and none said very poor regarding Better Price in reasons for visiting a Supermarket. Column Chart-8 depicted above. 28.Primary Data Inference:- From the Table-8.

5. 46.75% said good about quality of products. Column Chart-9 Source:. 36. • Out of 400 respondents who answered the questionnaire. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .Primary Data Inference:- From the Table-8. Column Chart-9 depicted above.5% said average.75% said very good and none said very poor regarding Good Quality of Products in reasons for visiting a Supermarket.

25% said average. 12. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . Column Chart-10 depicted above. Column Chart-10 Source:. • Out of 400 respondents who answered the questionnaire. 35% said good about availability of variety of products.75% said very good and none said very poor regarding Variety of Products to choose in reasons for visiting a Supermarket.Primary Data Inference:- From the Table. 37.

6% said very good and 0. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 33% said good about parking facilities.25% said average. • Out of 400 respondents who answered the questionnaire. Column Chart-11 depicted above. 43. Out of 400 respondents who answered the questionnaire. Column Chart-11 Source:.75% said very poor regarding Parking Facilities in reasons for visiting a Supermarket.Primary Data Inference:- From the Table.

• Out of 400 respondents who answered the questionnaire. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 3% said average.Primary Data Inference:- From the Table. 28% said very good and none said very poor regarding Convenience or Opening Hours in reasons for visiting a Supermarket. Column Chart-12 depicted above. Column Chart-12 Source:. 57% said good about convenience or opening hours.

7. • Out of 400 respondents who answered the questionnaire. 22.5% said average. Column Chart-13 Source:. 57% said good about products knowledge of employee. Column Chart-13 depicted above. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .25% said very good and 1% said very poor regarding Convenience/Opening Hours in reasons for visiting a Supermarket.Primary Data Inference:- From the Table.

Hence from above analysis. 6.75% said very good and none said very poor regarding Store Comfortable to Shop-in (Ambience) in reasons for visiting a Supermarket. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 38. customers show the maximum view on following things in the reasons for visiting a supermarket— product knowkedge of employee (57%).25%) and Variety of products to choose (37.Good quality of Products (46. Convenience/Opening Hours (57%).75).25%).5% said good about Store comfortable to shop-in (ambience). Store comfortable to shop-in ( 43. Column Chart-14 Source:.Primary Data Inference:- • Out of 400 respondents who answered the questionnaire. Parking Facilities (43. Better Price (44.75%). 43.50%).5% said average.

75% [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .75% 9.25% 42.75% 26% 9.50% 5.50% 9.50% 1.75% 57.75% Offers Several brands 2.75% Close to where You live 1.50% 52.75% 1% 5% 32% 43.50% 1% 4.50% 9.50% 9.25% % Home Delivery 0. Neutral t Imp. Respondents View in selecting a Supermarket This question tells about important things for a Supermarket on the basis of customer’s view.75% Non Veg.75% 2% 16% 20% 50.50% 0. Imp.75% 5.75% Convenien ce of Parking 0% 0.75% Diff.25% 42% 9. Variety of Dairy product 8. y Imp nse Security 1.75% Courteous Friendly Employee 0% 0% 5% 20.25% 4.50% 9.50% 13% 28.75% 10.50% 41. Table-9 Important things in selecting a Supermarket in Respondents view (in %) Somewh No Not all at Un Somewha Extremel Respo Outlook Imp. & 10.75% 52.75% High quality Fruits & Vegetables 0.50% 5% 11.75% 72.25 Sea food 6% 12.50% 29.25% 8.25% 65% 9.

50% respondents somewhat important. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .50% respondents somewhat important during selecting a Supermarket. 41.75% respondents give their view regarding Security as extremely important.Primary Data Inference:- From the Column Chart-15 depicted above. 13% respondents neutral and 5. • Out of 400 respondents who answered the questionnaire. Column Chart-15 Source:. 28.

16% respondents neutral during selecting a Supermarket. • Out of 400 respondents who answered the questionnaire.Primary Data Inference:- From the Column Chart-16 depicted above. Column Chart-16 Source:. 20% respondents somewhat important. 50. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .50% respondents give their view regarding Close to where you live as extremely important.

Column Chart-17 Source:. 57.57% respondents neutral during selecting a Supermarket. • Out of 400 respondents who answered the questionnaire.Primary Data Inference:- From the Column Chart-16 depicted above. 5.75% respondents give their view regarding Convenience of Parking somewhat important. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 26% respondents extremely important.

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . • Out of 400 respondents who answered the questionnaire. 20. Column Chart-18 Source:. 5% respondents neutral during selecting a Supermarket.25% respondents somewhat important.Primary Data Inference:- From the Column Chart-17 depicted above. 65% respondents give their view regarding Courteous friendly employees as extremely important.

Primary Data Inference:- From the Column Chart-18 depicted above.75% respondents somewhat important and 4.5% respondents give their view regarding Offers several brands as extremely important. Column Chart-19 Source:. 29. 52. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .5% respondents neutral. • Out of 400 respondents who answered the questionnaire.

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .75% respondents somewhat important. 72. Column Chart-20 Source:. • Out of 400 respondents who answered the questionnaire.50% respondents give their view regarding High quality fruits and vegetable as extremely important. 5% respondents neutral and 9.75% respondents No Response during selecting a Supermarket.Primary Data Inference:- From the Column Chart-19 depicted above. 11.

Column Chart-21

Source:- Primary Data
Inference:-
From the Column Chart-20 depicted above,
• Out of 400 respondents who answered the questionnaire, 43.50% respondents give their
view regarding Offers different of dairy products as extremely important, 32%
respondents somewhat important, 5% respondents neutral and 9.75% respondents No
Response during selecting a Supermarket.

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report

Column Chart-22

Source:- Primary Data
Inference:-
From the Column Chart-21 depicted above,
• Out of 400 respondents who answered the questionnaire, 52.25% respondents give their
view regarding Sells fresh Non-Veg. & Sea food as somewhat important, 12.75%
respondents 12.75 somewhat Un important, 10.50% respondents Neutral, 10.25%
respondents No Response during selecting a Supermarket.

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report

Column Chart-23

Source:- Primary Data
Inference:-
From the Column Chart-22 depicted above,
• Out of 400 respondents who answered the questionnaire, 42.20% respondents give their
view regarding Home Delivery as somewhat important, 42% respondents extremely
important and 9.75% respondents No Response during selecting a Supermarket.

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report

50% 5.25% 5.25% 24.50% 69. & D.25% All C.25% 6. customers expect from Spencer’s and other Supermarket Table-10 Kind of Services customers expect Services Important Not Important No Response Fast Billing 90. Customers Expectation with respect to Services This table tells about what kinds of services. cards Should accept 92.50% Column Chart-24 [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .25% Ample Parking 70.25% Ticket Booking Counter's 24.50% Home Delivery 79.25% 5.50% 2% 5.50% 15.25% 4.

25% respondents give their view regarding Fast Billing as important. 70.Primary Data Inference:- From the Table-10. Hyderabad. Table -11 SEC Category of Family Family class No.50% respondents give their view regarding all credit and debit cards should accept as important. • Out of 400 respondents who answered the questionnaire.S.S. SEC Category of Family at Dr.Source:. 90. 79. 69.25% respondents give their view regarding Ticket Booking Counter’s as not important and 24.40% SEC A 3824 38.50% respondents give their view regarding Home Delivery as important and 92. A. Rao Nagar. Rao Nagar This table explains about SEC (Socio Economic Class) category of family at Dr.25% respondents give their view regarding Ample Parking as important. Column Chart-23 depicted above.50% respondents important. of Family % of Family SEC A + 538 5. This is done with the help of Area Mapping technique.60% SEC B 5148 52% SEC C 391 4% [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . A.

From the Table-11. Rao Nagar is developing area of Hyderabad and it consists of all class of family. By all these data we can find that this area is having good market opportunities retail Supermarket [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .S.4% families belong to Socio Economy Class (SEC) A+. 38. All this result has been found with the help of Area Mapping technique and all these data are approximate. A. In his area 5. 52% families belong to SEC B and 4% families belong to SEC C. Pie Chart-25 Source: – Primary Data Inference:.6% families belong to SEC A. Column Chart-25 depicted above Dr.

Rao Nagar are very nice for retail business.5% people belong to 18-25 age group category. more and more customers are visiting supermarket. 10. and 14% people belong to 36-45 age group category and rest other age group. • Demographics of Dr. A. 33. Findings of the Study Findings of the Study After completing the survey and analyzing the responses of the persons contacted. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . I came across the following facts— • Consumer life style and spending pattern are changing.S. In this area 38% people belong 26-35 age group category.

S. Rao Nagar.000-20.25% people shop at Spencer’s several times in a week.25% average & 33% good.45% women are house wives. 26.5% people are Post Graduate and 7% people have studied Intermediate/ S.75% very good.50% average. regarding Store comfortable to shop-in (ambience) 43. In this area. 10. 50. • In reasons for visiting a Supermarket.S.25% people earn more than 20. 13.75% good & 36.000 and 17% people earn less than 5000 monthly.5% good & 38. Rao Nagar gave their preferences regarding Better Price 44. 18. 19% people shop at Spencer’s once in a week.5% family are having 6 family member’s and 10.25% people earn 10.75% people. • As we know in this area service holder people are maximum and this shows their monthly income would be good. This finding shows that supermarket customers are more in this area. This finding indicates that earning person is the decision maker for a family even for shopping or any other work.C.5% people shop at Spencer’s twice in a week. 30. Rao Nagar are well qualified. A. 43% people are job holders.75% very good. 28% very good. A. • In Dr. people of Dr. 53.75% very good. • Dr. A.50% people earn 5000-10.25% people do other works. A. 5% people shop at Spencer’s thrice in a week and 2. 34. 22. Rao Nagar area most of the people are service man.75% people go to Spencer’s for shopping and 49.25% people don’t go. 21.75% family are having only 4family member’s. • In Dr.S. regarding Product Knowledge of Employee 57% good. 37. Rao Nagar is mixture of Joint family and Nuclear family because 34. A. • In Dr. Spencer’s can enhance its business by providing better services. regarding Good quality of products 46.5% people go to Supermarket & Kirana Store both and 11.5% average & 7. 19. 35% good & 12.25% people are students and 6. regarding Variety of products to choose 37.000.25% people got to Kirana Store for shopping only. 24.S. regarding Parking Facilities.S. • Residents of Dr.75% good &28. Among the women respondent most of them are job holders or business women. A.S.S.75% people are Graduate. 16. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . In 50. Rao Nagar.5% family are having 3 family member’s. 71 % people go to Supermarket regularly for shopping only.25% very good.5% family are having only 5 family member’s.25% average.75% people are business man.000 monthly. regarding Convenience/Opening Hours 57% good. 43.

43. company should keep more variety of any product. A.4% families belong to Socio Economy Class (SEC) A+.79.72. regarding Convenience of Parking – 57.50% somewhat important.65% extremely important.50% important. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .25% extremely important. All Credit & Debit cards should accept – 92.42% extremely important & 42. Rao Nagar gave their view. regarding Offer different variety of dairy products. regarding Offers several brand-52.25% somewhat important.25% important.25% important.25% not important & 24.S.41. Ticket booking counter’s.25% somewhat important % 8. we face problem many times for selection of products. -- Fast billing – 90. and Seafood. Ample Parking – 70.50% important. people of Dr. • Dr. A. 52% families belong to SEC B and 4% families belong to SEC C. • Most of the customers complained--- • In Spencer’s. regarding high quality fruits and vegetables. Home Delivery. 38.6% families belong to SEC A. Rao Nagar is developing area of Hyderabad and it consists of all class of family.69. regarding home delivery. • Product assortment is not good.52. Rao Nagar gave their expectation regarding different-different services.S. • Arrangement of products is not systematic. regarding Courteous friendly employee.regarding Security . • We never understand the pricing strategy of Spencer’s Daily.50% important.75% somewhat important.S. several variety of product is not available.75% somewhat important & 26% extremely important. A.50% extremely important & 20% somewhat important. • People of Dr. By all these data we can find that this area is having good market opportunities retail Supermarket.50% extremely important & 32% somewhat important. stock of 1 variety of any brand is not sufficient.25% somewhat important. 20. • In the important things in selecting a Supermarket. In his area 5. regarding sells fresh Non-Veg.50% extremely important.50% extremely important & 29. • Organic products are not available in the Spencer’s Daily since last two month.75% extremely important & 28. • Dabur products are not available in sufficient amount. regarding Close to where you live – 50.

[ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . • For vegetables and fruits. new launched products are not available. • Most of the customers were not too happy with level of service. carry bag is small.C. • Store closing time should be increased. doesn’t work properly. • Products are not updated. • Maximum time A.

11. Challenges and Opportunities [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .

• Promotional activities of More Supermarket are continuously going on in the market with the help of Templates. Heritage Fresh@ Out of these 5 Supermarkets. Kiosks Show and Club More Membership Card. Rao Nagar. Challenges and Opportunities At Dr. Ushodya Supermarket 3.S.S. • Personalized service offered by Mom-&-Pop stores. Food World 4. on the basis of customer preferences. Ushodya Supermarket is having several varieties of products with deep assortment and Ushodya has covered more market. • Brand awareness of Spencer’s is not quite good only 50. the conversion ratio has been not good in the Spencer's Daily. market survey Ushodya Supermarket is holding 1st position. A. • On the basis of customer’s preferences. • Knowledgeable sales person inside store for motivating to the customers. Rao Nagar Market:- • Customers are flexible towards discount and offers with respect to Supermarket’s. More 4th and Heritage fresh@ 5th. 5 retail companies are doing their business. A. • 29% people shop at Kirana Stores. Challenges at Dr. • More is creating intense competition before Spencer’s with the help of MORE @ YOUR DOOR. Food World 3rd. • Despite high footfalls. These are- 1. Spencer’s Daily 2nd. More 5. Spencer’s Daily 2. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . • Competitors follow competitive and discount pricing strategy.75% people shop at Spencer’s.

Rao Nagar earn 10. 16.000-20. this shows that Supermarket’s going people are available.000 and more than 20. A.25% people shop at only Kirana Stores. A.S. A. A. also disposable income of people. • Most of Dr.S.S.5% people shop at Supermarket’s and Kirana Stores both and 11. Spencer’s can do better promotion through pamphlets about facilities and services of Spencer’s.S. Rao Nagar is developing area of Hyderabad and it consists of all class of family. • People of Dr. Rao Nagar Market:- • Dr. of people shop at Supermarket’s and if Spencer’s will provide better customer service in comparison to its competitors with help of attractive offers. S. This shows maximum no. 52% families belong to SEC B.S. promotions and marketing activities then Spencer’s can enhance its sales.6% families belong to Socio Economy Class (SEC) A. A. • Most of the people of Dr. • Customers are very eager to know about offers. Rao Nagar people are educated and job holder.000. Rao Nagar are changing the Pattern of consumption along with shopping trends. discount schemes provided by Supermarket’s/Spencer’s then Spencer’s should do better promotion for creating awareness about all offers. • Urbanization is increasing of Dr. • 71% people shop regularly at Supermarket’s. A. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 38.Opportunities at Dr. Rao Nagar in broad form.

12. Suggestions and Recommendations [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .

A. • Most of the customers believe that stock is not updated and no offer schemes are provided by Spencer’s on the old stock. Rao Nagar area are falling into the age group of 26-35 and 18-25. through that Spencer’s can increase its sales. Suggestions and Recommendations • Fast moving consumer goods (FMCG) or daily used items should be available in more number of varieties because customers of Dr. A. • Some of the people find in-store environment of Spencer’s very dull. Same price is charged for both the fresh stock and old stock. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . • Store layout should be redesigned that a customer can have easy access to the product. A.S. Rao Nagar. Respondents feel offers should be provided on the old stock. so try to maintain nice store image which attracts the customers and it works in word of mouth marketing for attracting more customers. • As the majority of population at Dr. should be there and offer some point system on every purchase that will attract the customers. S.S. • Variety of products should be increased for better selection by the customers so that customers can choose from a huge lot of items of different companies having different features as the customers of Dr. Rao Nagar complain regarding this and FMCG product should be placed near exit door as customers can purchase the daily use items at the time of exit. • People generally search for the product on offer so the high margin product should be up fronted that mean those item should be in the eye height so that it easily catches the customers’ attention and generates impulse purchase. as is done in other retail stores. • People of Dr. • Spencer’s should provide club Spencer’s membership card (apart from HSBC Loyalty card). on that card one unique no.Company should concentrate on the need of people falling into that category. say that Spencer’s should employ experienced sales staff so that they can better explain the quality and features of the products.S. A. which can directly increase the sales of Spencer’s as done in other retail outlets. Rao Nagar complained more regarding variety of products.

FM Radio. offer at discount rate • To improve Product visualization the Company should do visual merchandising in better way. • Complained and feedback should be taken care in well manner to create the loyalty and goodwill. Therefore company should try to attract that family by providing family pack apparels. • Billing should be fast because customers don’t want to stay in the store after purchasing the products.S Rao Nagar area. local newspaper. • Spencer’s should do intensive advertisement through pamphlets. ladies’. • Customers are very eager to know about offers. banners. the percentage of family member group 5 and 4 is more. • At Dr. employees must be courteous and friendly as most of the customer gave their preferences regarding these. • Keep high quality fruits and vegetables in the stores. • Company should give information to the customers through the marketing gimmick (sms) using database of customers. Kiosks for creating more awareness. • Variety of products should be increased with deep assortment for better selection by the customers so that customers can choose from huge lot of items of different companies having different features. and kids’ apparels segment in the Spencer’s daily for attracting the customers. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . discount schemes provided by Supermarket’s/Spencer’s then Spencer’s should do better marketing for creating awareness about offers and discount schemes. • Company should offer competitive price with good quality of products because most of the customers visit to Supermarket for better price and quality of products. • Merchandise should be arranged properly. A. • Company should try to include mens’.

Limitations of the Study [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . 13.

• The time duration for this project was only for a period of 45 days. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . A. • Data collected may not be a representation of the entire population. • This study was limited to the capabilities and willingness of the respondents in appropriately answering the questions and information given by respondents may be correct and may not be correct. Rao Nagar.S. Hyderabad. • I also took the view of respondents who don’t shop from Supermarket’s. • This study was based purely in Dr. Limitations of the Study Following are the few limitation of the particulars research study. • The sample size chosen is limited to 400 only because of time and financial constraint.

14. Conclusion [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .

Conclusion In the organized retail market of Hyderabad. A. most of the people belong to SEC A & B. range of items. Spencer’s is facing tough competition from its competitors Big Bazaar. radio about various offers. Vijetha. Hence. increase the variety of merchandise with deep assortment and intensive promotion with the help of pamphlets. since most of the customers came to know only through friends and family. Spencer’s has to take some important steps to overcome its problem areas and implement the suggestions before the existing and new retailers grab the opportunity making Spencer’s existence even more challenging. making Spencer’s journey even tougher.P. Dr. Heritage Fresh@. Spencer’s has come up with Hypermarket in the twin city in 2001. To sum up. it plans to open many stores in Hyderabad and some stores in other parts of A. giving good competition to its competitors like Big Bazaar. More.S. Spencer’s has to do intensive media advertisements by roping in celebrities as brand ambassadors to create awareness of its existence. also Spencer’s Daily at Dr. also parking space should be increased and quality of sales executive should be improved by appointing experienced sales staff who can cater to the needs of the customers.5% people go to Supermarket’s. Vishal. In the near future. Rao Nagar has good brand awareness but still Spencer’s lacks in terms of availability of products. who have grabbed half of the market by establishing its stores in prime area of the city. pricing and advertisement regarding offers and discounts which can mesmerize the customers to walk in to Spencer’s as compared to its competitors Ushodya. Food World etc. also provides club Spencer’s membership card. More. Rao Nagar market have good opportunity for retail business. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . educated and earning more money. 86. Company can enhance its business or increase its sales by providing better customer service than its competitors. kiosks. Trinethra and other retail outlets. Magna. Spencer’s has completed 8 years of its launch in Hyderabad. A. The management has to take some major steps and implement the above mentioned suggestions/recommendations as it directly affects the sales of Spencer’s.S. Food world etc. Many more competitors has entered the market and many are about to enter the market.

Annexure [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .

Where do you shop regularly? 1. Others 5. What is your age group? i) 18-25 ii) 26-35 iii) 36-45 iv) 46-55 v) 56+ 2. Graduate 4.000 . Service 4. Inter 3. >20. Supermarket’s 2.000 6. Kirana Stores 3.House Wife 3. Your Occupation 1. 5000-10.000 3. Post Graduate 5.000 4. How many Members’ do have in your family including with you 3. Others [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . < 5000 2. Questionnaire FEEDBACK FORM Name:- Address:- Contact No:- 1.S.C 2. Others 4.20.Business 5. 10. What is your monthly income? 1. Your Education Level 1. Student 2. S.

how many times per week 8. 7. Do you shop at Spencer’s ……………… store? Yes / No If Yes. Reasons for visiting supermarket: Please highlight or enter the appropriate number Index: 1 for Very Poor and 5 for Very good Very Poor Very Good 1-5 Better Price 1 2 3 4 5 Good Quality of Products 1 2 3 4 5 Variety of products to choose 1 2 3 4 5 Parking Facilities 1 2 3 4 5 Convenience/Opening hours 1 2 3 4 5 Product knowledge of 1 2 3 4 5 Employee Store comfortable to shop-in 1 2 3 4 5 [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .

& seafood      Home delivery      10. What kind of services you expect? Please put a  mark Services Important Not [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report . In your view what is the important thing in selecting A SUPERMARKET: Not Somewh Extreme Somewhat All Neut at ly Description Unimporta Impo ral Importan Importa nt rtant t nt Security      Close to where you live      Convenience of parking      Courteous friendly employees      Offers several brands to choose from in a      category High quality fruits & vegetables      Offers different variety of dairy products      Sells fresh Non-Veg. 9.

Important Fast Billing Ticket Booking Counter’s Ample parking Home delivery All credit and debit cards should accept If. any other please specify SUGGESTIONS THANK YOU Spencer’s Retail Ltd. [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .

Bibliography Bibliography [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .

A.ibef. Koshy and Jha • Principles of Marketing (11th Edition) – By Philip Kotler and Gary Armstrong • Research Methodology -.thebrandreporter. C.Books:- • Marketing Management (13th Edition) . Kothari • The Art of Retailing .org • www.J. Lamba Reference:- • www.rpggroup.com [ICBM-SBE] Prepared by Ajay Kumar Gupta Project Report .spencersretail. Keller.com • www. By Philip Kotler.retailindustry.google.R.com • www.indiaretailing.com • www.com • www.com • www.fiber2fashion.com • www.

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