PROJECT PROPOSAL

“Analysing the factors that impact Consumer

Behaviour while purchasing from easyday”

POST GRADUATE DIPLOMA IN MANAGEMENT”

(Batch 2019-21)

Submitted to: Submitted by (Group 5):

Dr. Santosh K Sood Anuradha Singh
Ritesh Kumar Singh
Atul Sharma
Pratikshit Srivastava
Riya Gupta
Ritika
OVERVIEW OF THE INDUSTRY
The Retail industry comprises of different sectors- food services, jewellery,
food and grocery, apparel, pharmacy, mobile and telecom, etc. The Indian retail
industry is growing rapidly. It contributes around 16% of the gross domestic
product (GDP) country in India and around 8% of the Employment in India.
The government is also attracting Foreign Direct Investment by introducing the
new reforms. It has approved 51% FDI in multi-brand retail and 100 % in
single-brand retail. The Retail industry reached US$ 950 billion in 2019 at
CAGR of 13 percent and expected to reach US$ 1.2 trillion by 2021.
OBJECTIVES
 Data analysis to generate insights of the consumer’s
 Collect data through online questionnaire regarding elements of Offline
Consumer Behavior
 Base on the hypothetical frameworks we were applied the relevant
conceptual design for appropriate marketing strategies
 Describe the linkage between academic theories/models and practice

ABOUT THE COMPANY

Headquarter- New Delhi, India
Established- 25 April, 2008 (Founded by Bharati retail)
Industry – Retail
Type – Supermarket
Website – www.easyday.in
USP-To provide significant savings to consumers by being low priced every
day (Sabse Kam Daam, Har Din)
Owned by – Future group (Acquired by future group from Bharati retail in
2015)
Area served – India
Number of locations- 611 store in 20 states of India (June, 2020)
Now owned by Reliance
Easyday is an Indian retail brand that runs chains of consumer retail
supermarkets and convenience stores. It was started by Bharati enterprise
limited in April, 2008. Easyday became part of Future Group portfolio after the
strategic partnership that took place between Future Group and Bharti Retail in
May 2015.
It is a private company subsidiary retail chain which is now owned by the future
group. It is a convenient neighborhood store that is designed on a simple
principle, of being a ‘pados ki dukaan’ that understands shoppers and their
needs. It is widely known to be a one-stop shopping destination to meet all the
household needs of a family. It offers a wide variety of products including home
care, laundry, staples, beverages, snacks and packaged foods, personal care,
beauty, stationery, toys, fruits and vegetables, etc. It not only ensures a good
shopping experience but also helps customers to save money while shopping.

COMPETITORS OF EASYDAY
 DMart
 Spencers
 Hyper City
 Metro Cash and carry India Pvt ltd.
 Flipkart Grocery
 Grofers
 Amazon Pantry