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SUMMER INTERNSHIP PROGRAM-2010
Submitted to- Prof.Sourabh Bhattacharya

Faculty Guide

Icfai Business School

Hyderabad


Reliance Digital Retail Limited
Ashoka Metropolitan Mall
Apple iStore
Hyderabad

Page | 2

A
Report On
“The various IMC techniques which can be adopted to enhance the consumer
Preference for iStore in Hyderabad”





Submitted by:
Deepam Jain
09BSHYD0245
An Interim Report Submitted in the partial fulfillment of the requirements of MBA Program
of ICFAI Business School




\

Company Guide: Faculty Guide:
Mr.Nishanth Shah Prof. Sourabh Bhattacharya
Store Head Faculty IBS Hyderabad
Page | 3


Abstract


WEEK NO DATE


WORK UNDERTAKEN

REMARKS

1 & 2
17
TH
Feb-
26
th
Feb
“A weekly report on the Apple iStore’s competitors in
Hyderabad”-Submitted to the company Guide


3

1
st
March-
8
th
March
Visits to various apple stores in Hyderabad for a
better understanding on the Product Placement
within the store and a close observation on the third
party accessories available there.


4


&

10
th

March

to

“ Detailed study on the various IMC techniques which
can be adopted by the company” It involved a
thorough understanding of the various strategies
implemented by the competitors like Tata Croma,
Ezone, Music World, Imagine etc.This was followed
by a presentation to the Company Guide.

5 22
nd

March


6
23
rd

March till
28
th

March
Discussion with the company guide for the framing of
the questionnaire along with the final preparation of
it in accordance with the attributes for framing of
IMC techniques in future.


7

1
st
April-
9
th
April
Pilot Study conducted at the iStore with direct
customer feedback. A total Sample of 30 People
were taken for the same. This survey was taken to
check the study and to understand the factors
influencing buying decisions.


8
10
th
April-
16
th
April
Analysis of the obtained data for the Pilot Study.
With, this the following report was prepared for
Interim Submission.







Page | 4

Table of Contents

Introduction
Introduction to the company ............................................................... 6
Scope of Retail in India ......................................................................... 7
Scope of Consumer Durables ............................................................... 8
Key Trends .......................................................................................... 8
Consumer Behaviour ............................................................................ 8
Integrated Marketing Communications ............................................. 8
Research Methodology ......................................................................... 10
Analysis ......................................................................................................
Factor Analysis ............................................................................. 11-13
Cluster Analysis ............................................................................ 14-16
Chi square Testing ........................................................................ 16-18
Questionnaire ................................................................................... 19-21
References ........................................................................................... 22






Page | 5


List of Tables


KMO and Bartlett test ....................................................................................... 11
Total Variance ..................................................................................................... 11
Rotated Component Matrix ............................................................................... 12
Variables in each factor ...................................................................................... 12
Component Transformation matrix .................................................................... 13
Agglomeration Schedule .................................................................................... 14
Dendogram ......................................................................................................... 15










Page | 6

Chapter 1- Introduction

The retail sector is a significant contributor to the world GDP as it contributes roughly up to 27
percent and acts as the significant contributor to the overall economic activity of the world.Of
this, the organized retail contributes between 20 % to 55 % in various developing markets of the
world. The Indian retail Industry is pegged at $ 300 billion and is growing at over 13.5 % per
annum.And presently, organized retailing is about 5% and is expected to grow to 10 % by the
end of 2011.
Reliance Retail Limited (RRL) has embarked upon an implementation plan to build the state of
the art retail infrastructure in India which includes multi format store strategy of opening
neighbourghood convenience stores,hypermarkets,speciality stores and wholesale stores across
India.Relianc Retail Limited launched its first Digital Store format in April,2007. And since then
the operations are wide spreading.
Reliance Digital Retail Limited, under its name opened the first Apple iStore in Bangalore,2007.
This was done after a collaboration between Apple Inc. and Reliance Digital under which
Reliance Digital became the Apple Premium Reseller of all the products in India. Today, it has
presence of its stores all actross India covering cities like Jaipur, Bangalore, Ludhiana, Mumbai,
Chennai, Delhi, Pune, Ahemdabad & Hyderabad.These stores are designed keeping in mind the
class of customers which it caters to and is well equipped with the latest products and
accessories.These stores give the customers a unique touch and feel experience of the products .
The iStores also conducts various workshops and seminars across all its stores for the benfits of
the first time and prospective customers to gain some more knowledge on the products.
The company plans to open up another 25 retail outlets under the brand name iStore in the
coming years which will cover up all the major cities of India and will make it possible for all
the Apple lovers to get a different experience all together.


Page | 7

Scope of Retail in India
In the past few years, India‟s retail journey seemed picture perfect with the most attractive
“stops” still unexploited and under-penetrated. Favorable demographics, steady economic
growth, easy availability of credit, and large scale real estate developments were fueling the
growth of India‟s approximately USD 25 billion organized retail market. The opportunity was
there for all to see and India was the destination of choice for top global retailers and with this
major companies like Reliance, Bharti and Tata‟s ventured with there high profile Retail stores.
The existing players like Big Bazaar, Shoppers' Stop, Piramyd are expanding to smaller towns
and cities. Many other business houses are planning to enter the retail sector either on their own
or through partnerships. New entrants like Reliance Retail Ltd and Wal-Mart are going to enter
the market soon. Even rural areas will provide a huge opportunity to be explored.
Perhaps, it will be a good news for retailers that the Indian market is surprisingly concentrated
and is likely to remain so and though this concentration makes it easier to reach shoppers it also
creates intense competition in specific parts of the country. Knowing where the high-potential
shoppers are located is only the first step in the game. Just as importantly, retailers need to think
about how their priorities will change over the coming years as Indian Shoppers and the
competition in the market evolve. According to Mckinsey report, India is likely to have a small
share and face intense competition. Second, organized retail will grow alongside traditional
retail, not usurp it.
Estimates and Predictions


The industry is estimated to be more than US$ 400 billion by a study of McKinsey.
The Economist Intelligence Unit (EIU) estimates the retail market in India to increase to
US$608.9 billion in 2009 from US$394 billion in2005.
A KPMG report says that the organized retail would grow at a higher rate than GDP in
the next five years.
The retail sector would generate employment for more than 2.5 million people by the
year 2010, says an analysis by Foi Management Consultants Ltd.
Page | 8

Scope of Consumer Durables in India
The 2009 Cygnus report on the Indian Consumer Durables Industry says that the sector is
expected to reach a turnaround of around $ 40 billion by 2010 by growing at a CAGR of 23%
from 2007 onwards. Several Indian and MNC players are looking to strengthen their presence in
India to leverage this opportunity. Success in the long term will require firms to develop a wide
and robust distribution network, differentiate their products in areas of relevance to the consumer
and innovate in the areas of promotion , product financing ,etc. The product and approach to the
market need to be customized to suit the unique demands of the Indian market.According to a
study by the Mckinsey Global Indtitute (MGI), the Indian incomes are likely to grow three-fold
over the next two decades and India will become the world‟s fifth largest consumer market by
2025, moving up from its position in 2007 as the 12
th
largest consumer market .Further,
according to the data released by Visa which is the worlds largest retail electronic payments
network, by 2010 annual commercial spending in India is estimated at US $ 2.6 trillion.
Key Trends

Rising Income and availability of Financing.
Improved affordability of products.
High end customized products gaining ground.
Competition is expected to drive sales.
Entry of large retail players.
Increasing depreciation of Rupee.
Innovation in Advertising and Promotions.
Attractive locations of the stores.
Development in product technology.
Page | 9

Consumer Behavior and IMC
The existence of the customer is integral to the existence of the retailer. The ability to understand the
customers the key of developing a successful retail strategy. To be able to satisfy the customers, it is
necessary to understand him, his needs and how he responds to the various marketing efforts which has
been undertaken by the retail organization. An integral of understanding the customers for the product
or service i.e, the target segment, and the demographics of this segment, their needs and buying
behavior. The decision making process by the customer is extensively examined. The consumers can be
studied in a variety of ways including through observations, electronic surveillance, interviews and
surveys, experimentation etc.
The most important application of consumer behavior study is the development of the
marketing strategy. The firms and organizations improve their marketing strategies by
understanding issues such as how-
The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that differ in
their level of importance or interest that they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
Hence, Integrated marketing communication channels depends completely on the
behavior of the consumer and the effective promotions are advertising campaigns are
formulated based on a careful study on these.
Page | 10


Research Methodology
Type of Research Design
Exploratory research is done at Reliance Digitals Apple iStore to understand the mindset of the existing
customers.
Information Needed
The data that was need for this report was collected through the primary sources and secondary
sources.
Data collection from primary sources
Observation method is used to collect the data from competitor’s advertising and promotional
strategies and survey method is used to understand the mindset of the consumers.
Data collection from Secondary sources
The organizations database , competitors website has been used along with visit to competitors store to
understand there promotions.
Instruments for collecting Data
The instruments used for collecting data are questionnaires.
Population
The customers coming to Apple iStore are examined for the same.
Sample size
A sample size of 30 people has been taken for this pilot study.
Analysis
Factor analysis, cluster analysis and chi-square have been applied to run the analysis on the data that
has been collected.

Page | 11


Factor Analysis





From the KMO test we have concluded that factor analysis is applicable in this case.
KMO and Bartlett's Test
a
.523
201.400
153
.005
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Approx. Chi-Square
df
Sig.
Bartlett's Test of
Sphericity
Based on correlations
a.
Total Variance Explained
4.523 25.611 25.611 4.523 25.611 25.611 1.938 10.975 10.975
2.903 16.438 42.049 2.903 16.438 42.049 1.535 8.690 19.665
2.191 12.408 54.457 2.191 12.408 54.457 3.454 19.557 39.222
1.969 11.148 65.605 1.969 11.148 65.605 2.000 11.323 50.546
1.298 7.352 72.957 1.298 7.352 72.957 1.469 8.319 58.864
1.091 6.179 79.136 1.091 6.179 79.136 3.580 20.271 79.136
.888 5.026 84.162
.664 3.763 87.924
.606 3.432 91.356
.433 2.452 93.808
.294 1.666 95.474
.249 1.409 96.883
.190 1.075 97.958
.136 .772 98.730
.084 .473 99.203
.062 .353 99.556
.042 .236 99.792
.037 .208 100.000
4.523 25.611 25.611 2.412 13.402 13.402 3.269 18.161 18.161
2.903 16.438 42.049 1.556 8.645 22.047 2.064 11.464 29.625
2.191 12.408 54.457 2.263 12.569 34.616 2.013 11.181 40.806
1.969 11.148 65.605 2.349 13.047 47.663 1.475 8.196 49.001
1.298 7.352 72.957 1.409 7.828 55.491 1.282 7.121 56.122
1.091 6.179 79.136 1.383 7.685 63.176 1.270 7.054 63.176
.888 5.026 84.162
.664 3.763 87.924
.606 3.432 91.356
.433 2.452 93.808
.294 1.666 95.474
.249 1.409 96.883
.190 1.075 97.958
.136 .772 98.730
.084 .473 99.203
.062 .353 99.556
.042 .236 99.792
.037 .208 100.000
Component
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
Raw
Rescaled
Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %
Initial Eigenvalues
a
Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Extraction Method: Principal Component Analysis.
When analyzing a covariance matrix, the initial eigenvalues are the same across the raw and rescaled solution.
a.
Page | 12


From the total variance explained we can observe that 79.136 percent of the variance is
explained by the first 6 variables. Thus, by factor analysis we have able to reduce the data from
18 variables to 6 variables which is an appreciable reduction.


From the above rotated component matrix we can find out the variables in each factors as
follows-
Factors Variables included
1.Factors for revisiting iStore 6,7,14,5,8,9
2.Income and buying frequency 17,18,12,16
3.Purpose of visit 10,11,15
4.Factors influencing them to come to iStore 1,13,4
5Communication channel 3
6.Preference. 2


Rotated Component Matrix
a
-.239 -.122 -.205 .327 .014 .128 -.259 -.133 -.223 .354 .015 .138
-.226 .294 -.287 .127 .068 1.844 -.118 .154 -.150 .066 .035 .964
-.037 -.161 .082 .012 1.091 .035 -.033 -.142 .073 .011 .960 .031
-.170 -.787 -.178 .323 .022 .094 -.159 -.736 -.167 .302 .020 .088
.352 .139 .120 -.015 .042 -.008 .625 .247 .212 -.027 .074 -.015
.698 .042 -.011 -.050 .132 -.022 .814 .049 -.013 -.059 .154 -.025
.380 -.040 .081 -.156 -.066 -.168 .604 -.064 .129 -.248 -.105 -.267
.304 .016 .019 .158 .064 -.031 .634 .032 .040 .329 .133 -.065
.561 -.072 -.020 .048 -.086 .007 .789 -.101 -.027 .068 -.121 .009
.011 .357 .514 -.249 .248 -.212 .012 .403 .581 -.282 .280 -.240
.137 .083 .708 -.167 .065 -.097 .143 .086 .736 -.174 .067 -.101
.039 .291 -1.577 -.187 .079 -.019 .024 .177 -.960 -.114 .048 -.011
.155 .034 -.051 1.257 -.013 .016 .119 .026 -.039 .967 -.010 .013
.755 .012 -.071 -.072 -.396 -.010 .770 .012 -.073 -.073 -.404 -.010
-.108 -.221 .095 -.021 .072 -.061 -.213 -.434 .187 -.041 .142 -.119
.004 .171 .011 -.001 .012 -.050 .008 .339 .022 -.002 .024 -.099
-.098 .279 -.002 -.001 -.059 .137 -.210 .599 -.005 -.002 -.126 .295
-.012 .619 .005 .087 -.020 .206 -.014 .720 .006 .101 -.023 .240
How did you get to know
about Istore?
Which other Apple
retailers do you visit?
Which communication
channel attracts you the
What among the following
will make you consider
Product Placement within
the store.
Parking facility
Movement within the store
Ambience of the Store
Technical Knowledge of
the sales team.
age
profession
income
What made you come to
the Istore?
Availability of the Stock.
Is this your first visit to
istore?
have you purchased from
istore earlier?
Did you buy any product?
If no, then what was the
reason for not buying?
1 2 3 4 5 6
Component
1 2 3 4 5 6
Component
Raw Rescaled
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Rotation converged in 7 iterations.
a.
Page | 13


Through the Component Transformation Matrix following observations were made-
Factor 1 was highly correlated with Factor 4.
Factor 2 was highly correlated with Factor 6 & 3
Factor 3 was highly correlated with Factor 2.
Factor 4 was highly correlated with Factor4 & 6.
Factor 5 was highly correlated with Factor 5.
Factor 6 was highly correlated with Factor 1 & 2.


Through this it can be concluded that , to make these factors highly efficient their correlated
factors should be first worked upon. For example, Factor 1 is highly correlated with Factor
4,hence, a customer should be induced more with various offers based upon his needs so that he
gets influenced by them and revisits Apple iStore.







Component Transformation Matrix
-.205 .135 -.595 .163 .009 .747
-.230 .061 .790 .092 .161 .533
.360 .578 .046 -.692 -.147 .184
.695 .075 .112 .558 -.405 .150
.439 .074 -.078 .099 .886 .012
-.315 .795 .004 .406 .049 -.317
Component
1
2
3
4
5
6
1 2 3 4 5 6
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Page | 14

Cluster Analysis





Cluster analysis is a success as 100 percent of the respondents could be included in the analysis.

















Case Processing Summary
a,b
30 100.0 0 .0 30 100.0
N Percent N Percent N Percent
Valid Missing Total
Cases
Squared Euclidean Distance used
a.
Ward Linkage
b.
Agglomeration Schedule
11 15 .500 0 0 9
3 20 1.500 0 0 6
24 28 3.000 0 0 7
17 27 4.500 0 0 11
16 25 6.000 0 0 14
3 5 7.667 2 0 17
8 24 9.500 0 3 13
1 23 12.000 0 0 15
11 14 14.833 1 0 15
19 30 17.833 0 0 17
17 21 21.000 4 0 24
9 13 24.500 0 0 18
8 12 28.167 7 0 22
7 16 32.000 0 5 19
1 11 36.167 8 9 23
10 29 40.667 0 0 18
3 19 46.600 6 10 24
9 10 53.100 12 16 26
2 7 60.767 0 14 25
4 26 68.767 0 0 23
18 22 79.767 0 0 27
6 8 91.167 0 13 25
1 4 104.310 15 20 28
3 17 120.168 17 11 26
2 6 139.657 19 22 28
3 9 165.615 24 18 27
3 18 197.675 26 21 29
1 2 234.830 23 25 29
1 3 294.133 28 27 0
Stage
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
Cluster 1 Cluster 2
Cluster Combined
Coefficients Cluster 1 Cluster 2
Stage Cluster First
Appears
Next Stage
Page | 15

This agglomeration schedule explains the clustering process that took place within the 30
respondents.For example, in the first stage node 11 and 15 form the first cluster as the distance
between them is the least. This cluster formed a bigger cluster by clubbing with node 14 in stage
9.
* * * * * * H I E R A R C H I C A L C L U S T E R A N A L Y S I S * * * *
* *

Dendrogram using Ward Method

Rescaled Distance Cluster Combine

C A S E 0 5 10 15 20 25
Label Num +---------+---------+---------+---------+---------+

13 ÷+÷÷÷÷÷÷÷÷÷¡
26 ÷' ]
7 ÷+÷÷÷÷÷÷÷÷÷+÷÷÷÷÷÷÷÷÷¡
15 ÷' ] ]
12 ÷+÷÷÷÷÷÷÷÷÷' ]
29 ÷' ]÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷¡
3 ÷÷÷¡ ] ]
8 ÷÷÷] ] ]
9 ÷÷÷+÷¡ ] ]
19 ÷÷÷' ]÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷' ]
27 ÷÷÷÷÷' ]
14 ÷+÷÷÷¡ ]
23 ÷' ]÷÷÷÷÷÷÷÷÷÷÷¡ ]
4 ÷÷÷÷÷' ] ]
16 ÷+÷¡ ]÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷¡ ]
25 ÷' ]÷÷÷÷÷÷÷÷÷÷÷¡ ] ] ]
20 ÷÷÷' ]÷' ] ]
1 ÷÷÷+÷÷÷÷÷¡ ] ] ]
11 ÷÷÷' ]÷÷÷÷÷' ] ]
2 ÷÷÷÷÷+÷÷÷' ]÷÷÷÷÷÷÷÷÷÷÷'
28 ÷÷÷÷÷' ]
17 ÷÷÷+÷÷÷¡ ]
21 ÷÷÷' ]÷÷÷÷÷÷÷÷÷÷÷¡ ]
10 ÷÷÷÷÷÷÷' ] ]
18 ÷÷÷÷÷+÷÷÷÷÷÷÷¡ ]÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷÷'
22 ÷÷÷÷÷' ] ]
24 ÷+÷¡ ]÷÷÷÷÷'
30 ÷' ]÷÷÷÷÷¡ ]
5 ÷÷÷' ]÷÷÷'
6 ÷÷÷÷÷÷÷÷÷'
Page | 16



The clustering process is illustrated by the dendogram above. From the dendogram it can be
concluded that at the distance of 15, 3 distinct clusters have been identified. Thus, we can
conclude that there are 3 categories of respondents In other words; the market can be stratified
into 3 distinct consumer groups. i.e.; aggressive, moderate and conservative.

Chi Square Testing



Observation-15 % of the respondents prefer buying electronics online and the rest 15% do not
prefer the same.It is also seen that respondents of prefer buying electronics online do the
maximum transactions online i.e. more than 7 transactions in a year. Here, lies a good scope for
the company to launch its own portal and it can start selling products online.
Case Processing Summary
30 100.0% 0 .0% 30 100.0%
Do you prefer buying
electronics online? * How
often do you engage
yourself with Internet
N Percent N Percent N Percent
Valid Missing Total
Cases
Do you prefer buying electronics online? * How often do you engage yourself with Internet Crosstabulation
6 1 1 4 3 15
40.0% 6.7% 6.7% 26.7% 20.0% 100.0%
3 2 1 8 1 15
20.0% 13.3% 6.7% 53.3% 6.7% 100.0%
9 3 2 12 4 30
30.0% 10.0% 6.7% 40.0% 13.3% 100.0%
Count
% within Do you
prefer buying
electronics online?
Count
% within Do you
prefer buying
electronics online?
Count
% within Do you
prefer buying
electronics online?
no
yes
Do you prefer buying
electronics online?
Total
less than 2 less than 5 less than 7
more than or
equal to 7 none
How often do you engage yourself with Internet
Total
Page | 17



Observation-The majority of respondents would like to be communicated for new products and
offers.It is seen that they usually prefer email as the first choice of communication and the
second one is through an sms. Hence, the company can update them through the same.


Observation: The schedule shows that the location of the store is perfect. And there is no
problem to it. As most of the frequent visitors of iStore come because of the location of the store
as its centrally located.It is also seen that the store ambience attracts them to an extent but the
pricing of the product is of no importance as compared to the first time visitors.


Is this your first visit to istore? * What made you come to the Istore? Crosstabulation
10 0 5 15
66.7% .0% 33.3% 100.0%
7 5 3 15
46.7% 33.3% 20.0% 100.0%
17 5 8 30
56.7% 16.7% 26.7% 100.0%
Count
% within Is this your
first visit to istore?
Count
% within Is this your
first visit to istore?
Count
% within Is this your
first visit to istore?
no
yes
Is this your first
visit to istore?
Total
location of
the store
pricing of the
products
store
ambience
What made you come to the Istore?
Total
Would you like to receive updates on new products * If yes, then preffered mode of communication? Crosstabulation
0 4 0 1 4 9
.0% 44.4% .0% 11.1% 44.4% 100.0%
5 12 1 1 2 21
23.8% 57.1% 4.8% 4.8% 9.5% 100.0%
5 16 1 2 6 30
16.7% 53.3% 3.3% 6.7% 20.0% 100.0%
Count
% within Would you
like to receive updates
on new products
Count
% within Would you
like to receive updates
on new products
Count
% within Would you
like to receive updates
on new products
no
yes
Would you like to receive
updates on new products
Total
sms email telephone newsletters n/a
If yes, then preffered mode of communication?
Total
Page | 18



Observation-Majority of the respondents who have purchased earlier from iStore look for offers
and discounts. Hence, it is really important to retain them as the competition is getting intense.
Also, a portion of customers have shown their interest towards the „finance options‟. Thus, the
store can tie up with a financial agent who can make things easy for the customers.

Observation-It is seen that respondents who were not the first time visitors have been loyal
towards the store. A very small portion of them have been to other apple reseller which shows
there loyalty towards the company. Also, “Tata‟s Croma” is the most visited for apple products
after iStore.
have you purchased from istore earlier? * What among the following will make you consider Crosstabulation
2 4 3 4 13
15.4% 30.8% 23.1% 30.8% 100.0%
3 6 4 4 17
17.6% 35.3% 23.5% 23.5% 100.0%
5 10 7 8 30
16.7% 33.3% 23.3% 26.7% 100.0%
Count
% within have you
purchased from
istore earlier?
Count
% within have you
purchased from
istore earlier?
Count
% within have you
purchased from
istore earlier?
no
yes
have you purchased
from istore earlier?
Total
bundle offers discounts
financing
options
extended
warranty
scheme
What among the following will make you consider
Total
Is this your first visit to istore? * Which other Apple retailers do you visit? Crosstabulation
1 3 2 9 15
6.7% 20.0% 13.3% 60.0% 100.0%
0 5 4 6 15
.0% 33.3% 26.7% 40.0% 100.0%
1 8 6 15 30
3.3% 26.7% 20.0% 50.0% 100.0%
Count
% within Is this your
first visit to istore?
Count
% within Is this your
first visit to istore?
Count
% within Is this your
first visit to istore?
no
yes
Is this your first
visit to istore?
Total
ezone croma hypercity none
Which other Apple retailers do you visit?
Total
Page | 19

Questionnaire for Pilot study



I Deepam Jain a second year student at IBS, Hyderabad, is carrying out this survey
on behalf of Reliance Digital’s Apple Istore as a part of my Summer Internship
Project.I would be grateful and obliged if you could help me out with my project by
providing me with the required information.
Is this your first visit to Istore? Have you purchased from Istore earlier?
       
Yes No Yes No
Did you buy any product?
 
Yes No


How often do you engage yourself with Internet
Buying in a year?
□ 1-2 times
□ 3-5 times
□ 5-7 times
□ More than 7 times

Do you prefer buying electronics online?
□ Yes
□ No

If no, then what was the reason for not buying?
□ Pricing
□ Offers
□ Stock Availabilty
□ Others
How did you get to know about Istore?
□ Newspaper
□ Magazine
□ Internet
□ Friends


Which other Apple retailers do you visit?
□ Ezone
□ Croma
□ Hypercity
□ Imagine (ample)
□ Kompuserve
How often do you come to Istore?
□ Once in 3 months
□ Once in 6 months
□ Once in a year
□ Frequently
Page | 20

Would you like to receive updates on new products
And offers?
□ Yes
□ No
Do you involve yourself into the company
organized events like- Roadshows,kiosks etc?
□ Yes
□ No










If yes, then preffered mode of communication?
□ Sms
□ Email
□ Telephone
□ Newsletters

What made you come to the Istore?
□ Location of the store
□ Pricing of the products
□ Promotional offers
□ Store ambience


Which communication channel attracts you the
Most?
□ Television
□ Newspaper
□ Radio
□ Magazines
□ Billboards


What among the following will make you
consider
A product?
□ Bundle offers
□ Discounts
□ Financing options
□ Extended warranty scheme by Reliance.
Would you recommend Apple Istore to your
friends?
□ Yes
□ No


Please rate the following based on your
experience-







Very
good
Good Average Poor Very poor
Location of the Store

Product Placement within the store.

Parking facility

Movement within the store

Ambience of the Store

Page | 21

Technical Knowledge of the sales team.

Availability of the Stock.

Offers by Istore.

About You :
Name ______________________ Email _____________________
Age 18-25 25-35 35-45 45-55 55-65
Profession Student Self employed Professional Home maker
Income 10-20k 20-30k 30-40k 40-50k >50k
Thank you for your participation!














Page | 22

References
Business world’s, Prosenjit Dutta,The Marketing White Book, 2010-2011,6
th
Edition-
“Organized Retail trends in India” & “Top ten key attributes before buying any product”
Kotler.P, Keller K, Koshy. A, Jha M,”MARKETING MANAGEMENT”,2009 13
TH
Edition.-
“Designing and managing Integrated Marketing Communications”
Schiffman L.G,Kanuk L.L,”CONSUMER BEHAVIOUR”,2002,7
TH
Edition-“Communication
and Consumer Behaviour”
Reliance Digital Retail Limted ,2007, Online portal for Apple iStore,www.istoreindia.com

A Report On “The various IMC techniques which can be adopted to enhance the consumer Preference for iStore in Hyderabad”

Submitted by:

Deepam Jain 09BSHYD0245
An Interim Report Submitted in the partial fulfillment of the requirements of MBA Program of ICFAI Business School

\

Company Guide:
Mr.Nishanth Shah Store Head

Faculty Guide:
Prof. Sourabh Bhattacharya Faculty IBS Hyderabad

Page | 2

Music World. This survey was taken to check the study and to understand the factors influencing buying decisions.This was followed by a presentation to the Company Guide. With. Analysis of the obtained data for the Pilot Study. REMARKS 1&2 3 4 10th March to 22nd March 23rd March till 28th March 1st April9th April & 5 6 7 8 10th April16th April Discussion with the company guide for the framing of the questionnaire along with the final preparation of it in accordance with the attributes for framing of IMC techniques in future.Abstract WEEK NO DATE 17TH Feb26th Feb 1st March8th March WORK UNDERTAKEN “A weekly report on the Apple iStore’s competitors in Hyderabad”-Submitted to the company Guide Visits to various apple stores in Hyderabad for a better understanding on the Product Placement within the store and a close observation on the third party accessories available there. A total Sample of 30 People were taken for the same. this the following report was prepared for Interim Submission. Page | 3 . “ Detailed study on the various IMC techniques which can be adopted by the company” It involved a thorough understanding of the various strategies implemented by the competitors like Tata Croma. Imagine etc. Pilot Study conducted at the iStore with direct customer feedback. Ezone.

..........................................................................19-21 References ...... 8 Consumer Behaviour ........................ 6 Scope of Retail in India .................................................................. 10 Analysis .........11-13 Cluster Analysis ......................................................................................................................................................................................................................... 8 Research Methodology ........................................................................................................... 22 Page | 4 ...... 7 Scope of Consumer Durables ............................16-18 Questionnaire .......... 8 Integrated Marketing Communications .....................................................................................................14-16 Chi square Testing.................................................................................................................................................................................................................................................................. Factor Analysis ............................... 8 Key Trends ...Table of Contents Introduction Introduction to the company .............................................

........................................... 11 Rotated Component Matrix .......................................................................................................... 11 Total Variance.............................................................................. 15 Page | 5 ........................................List of Tables KMO and Bartlett test ....................................................................... 13 Agglomeration Schedule ................................................................................................... 12 Variables in each factor ................................................................... 12 Component Transformation matrix................................................................................. 14 Dendogram ..........................

And since then the operations are wide spreading. Bangalore.Of this. The company plans to open up another 25 retail outlets under the brand name iStore in the coming years which will cover up all the major cities of India and will make it possible for all the Apple lovers to get a different experience all together. This was done after a collaboration between Apple Inc. under its name opened the first Apple iStore in Bangalore.And presently. the organized retail contributes between 20 % to 55 % in various developing markets of the world. The iStores also conducts various workshops and seminars across all its stores for the benfits of the first time and prospective customers to gain some more knowledge on the products.These stores are designed keeping in mind the class of customers which it caters to and is well equipped with the latest products and accessories. Today. Page | 6 . Mumbai. Reliance Digital Retail Limited. it has presence of its stores all actross India covering cities like Jaipur.5 % per annum.hypermarkets.2007. The Indian retail Industry is pegged at $ 300 billion and is growing at over 13.2007. Chennai. Reliance Retail Limited (RRL) has embarked upon an implementation plan to build the state of the art retail infrastructure in India which includes multi format store strategy of opening neighbourghood convenience stores. organized retailing is about 5% and is expected to grow to 10 % by the end of 2011.These stores give the customers a unique touch and feel experience of the products . Ludhiana. Ahemdabad & Hyderabad. Delhi. and Reliance Digital under which Reliance Digital became the Apple Premium Reseller of all the products in India.Relianc Retail Limited launched its first Digital Store format in April.speciality stores and wholesale stores across India.Chapter 1.Introduction The retail sector is a significant contributor to the world GDP as it contributes roughly up to 27 percent and acts as the significant contributor to the overall economic activity of the world. Pune.

organized retail will grow alongside traditional retail. easy availability of credit. Knowing where the high-potential shoppers are located is only the first step in the game. Favorable demographics. India is likely to have a small share and face intense competition. A KPMG report says that the organized retail would grow at a higher rate than GDP in the next five years. New entrants like Reliance Retail Ltd and Wal-Mart are going to enter the market soon. Perhaps. Shoppers' Stop. says an analysis by Foi Management Consultants Ltd. Second. not usurp it.9 billion in 2009 from US$394 billion in2005. Estimates and Predictions The industry is estimated to be more than US$ 400 billion by a study of McKinsey. According to Mckinsey report. The opportunity was there for all to see and India was the destination of choice for top global retailers and with this major companies like Reliance. steady economic growth. it will be a good news for retailers that the Indian market is surprisingly concentrated and is likely to remain so and though this concentration makes it easier to reach shoppers it also creates intense competition in specific parts of the country. The existing players like Big Bazaar. retailers need to think about how their priorities will change over the coming years as Indian Shoppers and the competition in the market evolve. Many other business houses are planning to enter the retail sector either on their own or through partnerships. The retail sector would generate employment for more than 2. Bharti and Tata‟s ventured with there high profile Retail stores. India‟s retail journey seemed picture perfect with the most attractive “stops” still unexploited and under-penetrated. Page | 7 .5 million people by the year 2010.Scope of Retail in India In the past few years. Just as importantly. The Economist Intelligence Unit (EIU) estimates the retail market in India to increase to US$608. Piramyd are expanding to smaller towns and cities. and large scale real estate developments were fueling the growth of India‟s approximately USD 25 billion organized retail market. Even rural areas will provide a huge opportunity to be explored.

Page | 8 . The product and approach to the market need to be customized to suit the unique demands of the Indian market. Entry of large retail players.Further. by 2010 annual commercial spending in India is estimated at US $ 2. the Indian incomes are likely to grow three-fold over the next two decades and India will become the world‟s fifth largest consumer market by 2025. according to the data released by Visa which is the worlds largest retail electronic payments network.6 trillion. Success in the long term will require firms to develop a wide and robust distribution network. Improved affordability of products. Key Trends Rising Income and availability of Financing. Innovation in Advertising and Promotions. product financing . Development in product technology. Increasing depreciation of Rupee. Several Indian and MNC players are looking to strengthen their presence in India to leverage this opportunity. differentiate their products in areas of relevance to the consumer and innovate in the areas of promotion . moving up from its position in 2007 as the 12th largest consumer market .According to a study by the Mckinsey Global Indtitute (MGI).Scope of Consumer Durables in India The 2009 Cygnus report on the Indian Consumer Durables Industry says that the sector is expected to reach a turnaround of around $ 40 billion by 2010 by growing at a CAGR of 23% from 2007 onwards. Competition is expected to drive sales. High end customized products gaining ground. Attractive locations of the stores.etc.

and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. products).g. The firms and organizations improve their marketing strategies by understanding issues such as howThe psychology of how consumers think. it is necessary to understand him.. experimentation etc. his needs and how he responds to the various marketing efforts which has been undertaken by the retail organization. family. brands. How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer. the target segment. their needs and buying behavior. Hence.e. The consumers can be studied in a variety of ways including through observations. The most important application of consumer behavior study is the development of the marketing strategy. electronic surveillance. Integrated marketing communication channels depends completely on the behavior of the consumer and the effective promotions are advertising campaigns are formulated based on a careful study on these. Page | 9 . reason. The psychology of how the consumer is influenced by his or her environment (e. and select between different alternatives (e. and the demographics of this segment. culture. The ability to understand the customers the key of developing a successful retail strategy. feel. media). The decision making process by the customer is extensively examined. The behavior of consumers while shopping or making other marketing decisions. An integral of understanding the customers for the product or service i. Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome. signs. To be able to satisfy the customers.Consumer Behavior and IMC The existence of the customer is integral to the existence of the retailer.g. interviews and surveys..

Sample size A sample size of 30 people has been taken for this pilot study. Analysis Factor analysis. competitors website has been used along with visit to competitors store to understand there promotions. Information Needed The data that was need for this report was collected through the primary sources and secondary sources.Research Methodology Type of Research Design Exploratory research is done at Reliance Digitals Apple iStore to understand the mindset of the existing customers. Data collection from primary sources Observation method is used to collect the data from competitor’s advertising and promotional strategies and survey method is used to understand the mindset of the consumers. Page | 10 . Data collection from Secondary sources The organizations database . cluster analysis and chi-square have been applied to run the analysis on the data that has been collected. Population The customers coming to Apple iStore are examined for the same. Instruments for collecting Data The instruments used for collecting data are questionnaires.

611 2.136 5.249 .433 .408 54.037 4. Page | 11 .605 7.457 1.179 79.665 3.190 .263 2.208 100.523 2. .557 39. Chi-Square df Sig.356 2.730 .523 201.402 8.203 .352 72.409 1.148 65.049 12.432 91.969 11.Factor Analysis a KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy.433 .616 47.298 7.611 25.298 1.457 11.958 .042 .356 2.294 .383 13.013 1. the initial eigenvalues are the same across the raw and rescaled solution.162 3.903 16.026 84.319 58.208 100.452 93.203 .148 65.236 99.161 11.409 96.535 8.191 12.179 79.975 1.412 1.191 1.763 87.806 49.523 2.473 99.690 19.903 2.298 1.474 1.176 Extraction Method: Principal Component Analysis.438 42.772 98.469 8.611 16.408 54.975 10.969 1.957 1.763 87.888 . Bartlett's Test of Sphericity Approx.042 .546 1.121 7.864 3.236 99.352 72.409 96.181 8.606 .353 99.730 .958 .663 55.408 54. Based on correlations From the KMO test we have concluded that factor analysis is applicable in this case.062 .000 a Raw Rescaled Component 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Total 4.924 3.136 2.625 40.075 97.064 2.664 .001 56.883 1.475 1.037 Extraction Sums of Squared Loadings Total % of Variance Cumulative % 4.454 19.792 .772 98.402 22.605 1.685 13.000 25.349 1.136 .457 11.191 1.136 5.473 99.808 1.054 18.270 18.271 79. When analyzing a covariance matrix.828 7.049 12.249 .605 7.432 91.047 34.666 95. a.792 .924 3.353 99.190 .666 95.176 3.556 .957 6.645 12.122 63.969 1.903 2.523 25.075 97.136 Rotation Sums of Squared Loadings Total % of Variance Cumulative % 1.269 2.196 7.400 153 .091 6.808 1.611 25.136 .580 20.084 .049 2.000 11.323 50.438 42.957 6.464 11.282 1.161 29.438 42.148 65.664 .452 93.352 72.047 7.005 a.888 .491 63. Total Variance Explained Initial Eigenvalues % of Variance Cumulative % 25.611 16.611 25.569 13.556 2.084 .091 .606 .222 2.294 .062 .026 84.883 1.162 3.179 79.556 .091 .938 10.474 1.

139 .122 .187 1.8.061 -.048 -.002 .964 .577 -.212 -.170 .132 -.625 .327 .011 .133 -.086 .205 -.051 -.049 -.032 -.247 .008 -.083 .619 Raw Component 3 4 -.101 -.287 .037 -.Preference.259 -.212 -.167 -.128 1.171 .129 .168 -.066 .016 -.012 2 -.012 .755 -.013 .396 .019 .698 .154 -.960 .133 .14.012 -.11.404 .126 -.161 -.010 -.Factors influencing them to come to iStore 5Communication channel 6. then what was the reason for not buying? -.098 -.708 -1.015 -.072 .072 -.097 -.014 . Rotation Method: Varimax with Kaiser Normalization.434 .050 .064 -.067 .031 .787 .040 .257 -.041 -.024 .105 .086 . Parking facility Movement within the store Ambience of the Store Technical Knowledge of the sales team.022 -.011 -.159 .720 Rescaled Component 3 4 -.267 -.174 -.039 -.059 -.048 -. Is this your first visit to istore? have you purchased from istore earlier? Did you buy any product? If no.074 .012 -.187 .065 .789 .001 .736 -.040 -.071 .035 .042 .138 .087 5 .279 .18.380 .Purpose of visit 4.035 .294 -.223 -.213 .581 .239 -.020 6 .007 -.142 .770 -.960 -.282 -.094 -.143 .015 -.022 .026 . Thus.280 .073 -.016 -.022 -.206 1 -.249 -.034 .021 -.012 -.027 .114 .339 .091 .010 -.002 -.068 1.039 .009 -.068 -.403 .064 .357 .295 .020 .154 -.15 1.031 .012 .005 .329 .015 .323 -.354 .020 . age profession income What made you come to the Istore? Availability of the Stock.013 -.027 -.025 -.101 5 .304 .081 .561 .4 3 2 Page | 12 .634 .302 -. a Rotated Component Matrix 1 How did you get to know about Istore? Which other Apple retailers do you visit? Which communication channel attracts you the What among the following will make you consider Product Placement within the store.514 .12.033 -.006 .137 .120 -.240 -.967 -.011 .136 percent of the variance is explained by the first 6 variables.177 .226 -. From the above rotated component matrix we can find out the variables in each factors as followsFactors Variables included 1.019 -.088 -.072 .024 -.291 .7.023 6 .108 .010 -. a.9 17.248 .604 .Income and buying frequency 3.101 .137 .082 -.121 .248 .118 -.736 .050 -. 6.16 10.221 .099 .073 .From the total variance explained we can observe that 79.142 -.066 .155 .814 .178 . by factor analysis we have able to reduce the data from 18 variables to 6 variables which is an appreciable reduction.059 -.599 .Factors for revisiting iStore 2.004 -.095 .001 -.011 . Rotation converged in 7 iterations.119 -.013 -.008 -.127 .167 .065 .240 Extraction Method: Principal Component Analysis.073 -.352 .156 .002 .042 -.5.014 2 -.150 .844 .079 -.13.005 .119 .210 -.011 .158 .

092 -. Through this it can be concluded that .747 .886 .533 .074 .205 -.004 4 .406 5 .360 .061 .Compone nt Transformation Matrix Component 1 2 3 4 5 6 1 -.317 Extraction Method: Principal Component Analysis.112 -.595 .075 .078 .692 . Factor 4 was highly correlated with Factor4 & 6.161 -. Factor 1 is highly correlated with Factor 4.009 .163 . Rotation Method: Varimax with Kaiser Normalization.315 2 .230 .hence. Through the Component Transformation Matrix following observations were madeFactor 1 was highly correlated with Factor 4. Factor 5 was highly correlated with Factor 5.790 .099 .795 3 -.695 . Factor 2 was highly correlated with Factor 6 & 3 Factor 3 was highly correlated with Factor 2. Factor 6 was highly correlated with Factor 1 & 2.184 . Page | 13 .439 -.558 .012 -.578 . to make these factors highly efficient their correlated factors should be first worked upon.135 .147 -.150 .405 .049 6 .046 . For example. a customer should be induced more with various offers based upon his needs so that he gets influenced by them and revisits Apple iStore.

767 91.000 36.500 28.600 53.167 104.667 9.133 Next Stage 9 6 7 11 14 17 13 15 15 17 24 18 22 19 23 18 24 26 25 23 27 25 28 26 28 27 29 29 0 Page | 14 .168 139.833 17.0 Total N 30 Percent 100.657 165.500 3.310 120.675 234.767 68. Ward Linkage Cluster analysis is a success as 100 percent of the respondents could be included in the analysis.0 Cases Missing N Percent 0 .830 294.167 40.615 197.000 7. Squared Euclidean Distance used b.500 1.500 6.667 46.b Case Processing Summary Valid N 30 Percent 100. Agglomeration Schedule Cluster Combined Cluster 1 Cluster 2 11 15 3 20 24 28 17 27 16 25 3 5 8 24 1 23 11 14 19 30 17 21 9 13 8 12 7 16 1 11 10 29 3 19 9 10 2 7 4 26 18 22 6 8 1 4 3 17 2 6 3 9 3 18 1 2 1 3 Stage Cluster First Appears Cluster 1 Cluster 2 0 0 0 0 0 0 0 0 0 0 2 0 0 3 0 0 1 0 0 0 4 0 0 0 7 0 0 5 8 9 0 0 6 10 12 16 0 14 0 0 0 0 0 13 15 20 17 11 19 22 24 18 26 21 23 25 28 27 Stage 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Coefficients .167 32.000 4.767 79.000 24.500 12.Cluster Analysis a.000 14.100 60.0 a.833 21.

in the first stage node 11 and 15 form the first cluster as the distance between them is the least.This agglomeration schedule explains the clustering process that took place within the 30 respondents. This cluster formed a bigger cluster by clubbing with node 14 in stage 9. * * * * * * H I E R A R C H I C A L * * Dendrogram using Ward Method Rescaled Distance Cluster Combine C A S E Label Num 13 26 7 15 12 29 3 8 9 19 27 14 23 4 16 25 20 1 11 2 28 17 21 10 18 22 24 30 5 6 0 5 10 15 20 25 +---------+---------+---------+---------+---------+                                                                               C L U S T E R A N A L Y S I S * * * * Page | 15 .For example.

i. more than 7 transactions in a year.7% 2 6.The clustering process is illustrated by the dendogram above.7% 2 13.0% 6..0% 3 20. moderate and conservative.0% 1 6.0% Observation-15 % of the respondents prefer buying electronics online and the rest 15% do not prefer the same. Here. we can conclude that there are 3 categories of respondents In other words.7% 26.7% 8 53.e. From the dendogram it can be concluded that at the distance of 15.0% Valid N Do you prefer buying electronics online? * How often do you engage yourself with Internet 30 Percent 100. 3 distinct clusters have been identified.7% 1 6. aggressive. Chi Square Testing Case Processing Summary Cases Missing N Percent 0 . Thus. the market can be stratified into 3 distinct consumer groups.e. Page | 16 .0% 9 30.3% 3 10. lies a good scope for the company to launch its own portal and it can start selling products online.0% Total N 30 Percent 100.3% Do you prefer buying electronics online? no yes Total Count % within Do you prefer buying electronics online? Count % within Do you prefer buying electronics online? Count % within Do you prefer buying electronics online? Total 15 100.3% 12 40.0% 6.0% 15 100.0% 30 100.7% 4 13.0% Do you prefer buying e le ctronics online? * How often do you engage yourse lf with Internet Crosstabulation How often do you engage yourself with Internet more than or less than 2 less than 5 less than 7 equal to 7 6 1 1 4 40.It is also seen that respondents of prefer buying electronics online do the maximum transactions online i.0% none 3 20.

7% yes Total Observation-The majority of respondents would like to be communicated for new products and offers.8% 5 16.0% 21 100.3% 11.8% 2 6. the company can update them through the same.7% 44. As most of the frequent visitors of iStore come because of the location of the store as its centrally located.0% sms Would you like to receive updates on new products no Count % within Would you like to receive updates on new products Count % within Would you like to receive updates on new products Count % within Would you like to receive updates on new products Total 9 100.7% 33.7% 7 46. Is this your first v isit to istore? * What made you come to the Istore? Crosstabulation What made you come to the Istore? location of pricing of the store the store products ambience 10 0 5 66.0% 30 100. Hence.4% 12 57.7% .0% 30 100.1% 16 53.3% .It is seen that they usually prefer email as the first choice of communication and the second one is through an sms. the n preffered mode of communication? Crosstabulation If yes.3% 3 20.0% .Would you like to receive updates on new products * If ye s.0% 5 23.0% 8 26. then preffered mode of communication? email telephone newsletters n/a 0 4 0 1 4 44.4% 2 9. Page | 17 .7% 17 56.8% 1 3.1% 1 4.0% Observation: The schedule shows that the location of the store is perfect.7% Is this your first visit to istore? no yes Total Count % within Is this your first visit to istore? Count % within Is this your first visit to istore? Count % within Is this your first visit to istore? Total 15 100. And there is no problem to it.5% 6 20.0% 15 100.0% 5 33.It is also seen that the store ambience attracts them to an extent but the pricing of the product is of no importance as compared to the first time visitors.3% 5 16.0% 1 4.

0% Is this your first visit to istore? no yes Total Count % within Is this your first visit to istore? Count % within Is this your first visit to istore? Count % within Is this your first visit to istore? Total 15 100.0% 5 33.5% 7 23.5% 8 26.8% 4 23.4% 3 17.7% 30.3% 10 33.have you purchased from istore earlier? * What among the following will make you consider Crosstabulation What among the following will make you consider extended financing warranty bundle offers discounts options scheme 2 4 3 4 15. Also. A very small portion of them have been to other apple reseller which shows there loyalty towards the company. a portion of customers have shown their interest towards the „finance options‟.0% 6 40. Is this your first v isit to istore? * Which other Apple retailers do you visit? Crosstabulation Which other Apple retailers do you visit? ezone croma hypercity none 1 3 2 9 6.6% 5 16.7% 0 .0% 15 50.0% 30 100. “Tata‟s Croma” is the most visited for apple products after iStore.1% 4 23. the store can tie up with a financial agent who can make things easy for the customers. Hence. Thus.0% 30 100.8% 6 35.0% Observation-Majority of the respondents who have purchased earlier from iStore look for offers and discounts.3% 4 26.3% 20.3% 30.0% 1 3.0% 17 100.7% 6 20.3% 8 26.7% have you purchased from istore earlier? no yes Total Count % within have you purchased from istore earlier? Count % within have you purchased from istore earlier? Count % within have you purchased from istore earlier? Total 13 100. Page | 18 .7% 13.3% 23. it is really important to retain them as the competition is getting intense.0% 15 100. Also.0% 60.0% Observation-It is seen that respondents who were not the first time visitors have been loyal towards the store.

I would be grateful and obliged if you could help me out with my project by providing me with the required information. Hyderabad. Is this your first visit to Istore?   Yes No    Have you purchased from Istore earlier?    Yes No Did you buy any product?   Yes No If no.Questionnaire for Pilot study I Deepam Jain a second year student at IBS. then what was the reason for not buying? How did you get to know about Istore? □ □ □ □ □ □ □ □ □ Pricing Offers Stock Availabilty Others □ □ □ □ □ □ □ □ Newspaper Magazine Internet Friends Which other Apple retailers do you visit? Ezone Croma Hypercity Imagine (ample) Kompuserve How often do you come to Istore? Once in 3 months Once in 6 months Once in a year Frequently How often do you engage yourself with Internet Buying in a year? Do you prefer buying electronics online? □ □ Yes No □ □ □ □ 1-2 times 3-5 times 5-7 times More than 7 times Page | 19 . is carrying out this survey on behalf of Reliance Digital’s Apple Istore as a part of my Summer Internship Project.

kiosks etc? Yes No □ □ Yes No If yes.Would you like to receive updates on new products And offers? □ □ Do you involve yourself into the company organized events like.Roadshows. Parking facility Movement within the store Ambience of the Store Good Average Poor Very poor Page | 20 . Would you recommend Apple Istore to your friends? □ Yes □ No Please rate the following based on your experience- Very good Location of the Store Product Placement within the store. then preffered mode of communication? What made you come to the Istore? □ □ □ □ Sms Email Telephone Newsletters □ □ □ □ Location of the store Pricing of the products Promotional offers Store ambience Which communication channel attracts you the Most? □ □ □ □ □ Television Newspaper Radio Magazines Billboards What among the following will make you consider A product? □ □ □ □ Bundle offers Discounts Financing options Extended warranty scheme by Reliance.

Availability of the Stock. Offers by Istore. About You : Name Age Profession Income ______________________ 18-25 Student 10-20k 25-35 Self employed 20-30k Email _____________________ 35-45 45-55 Home maker 40-50k >50k 55-65 Professional 30-40k Thank you for your participation! Page | 21 .Technical Knowledge of the sales team.

7TH Edition-“Communication and Consumer Behaviour” Reliance Digital Retail Limted .2002.6th Edition“Organized Retail trends in India” & “Top ten key attributes before buying any product” Kotler.“Designing and managing Integrated Marketing Communications” Schiffman L. Koshy.2007.P.2009 13TH Edition.www.G. Online portal for Apple iStore.References Business world’s. Keller K. Jha M. Prosenjit Dutta.The Marketing White Book.com Page | 22 .istoreindia.”MARKETING MANAGEMENT”. A.”CONSUMER BEHAVIOUR”. 2010-2011.L.Kanuk L.

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