Name: Saurabh Kumar

Project Title: “Customer’s Expectations from a Retail Store other than Product”

Purpose of the Project: As we know that customer starts migrating from an unorganized retail
store to organized one. Over 12 million retail outlets operate in the country and only 4% of them
being larger than 500 sq ft (46 m2) in size. Organized retailing refers to trading activities
undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc.
These include the corporate-backed hypermarkets and retail chains, and also the privately owned
large retail businesses. Unorganized retailing, on the other hand, refers to the traditional formats
of low-cost retailing, for example, the local kirana shops, owner manned general
stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc. Most Indian
shopping takes place in open markets and millions of independent grocery shops called kirana
but people has started showing their interest in organized outlets like hypermarkets and
supermarkets. The mind set of Indians about shopping has changed drastically; they don’t look
shopping only to fulfill their necessities but also for entertainment, windows shopping, for dates
and many more things.

The organized retail market is growing at 35 percent annually while growth of unorganized retail
sector is pegged at 6 percent. The Retail Business in India is currently at the point of inflection.
Rapid change with investments to the tune of US $ 25 billion is being planned by several Indian
and multinational companies in the next 5 years. With over 1,000 hypermarkets and
3,000 supermarkets projected to come up by 2011. The retail chain is growing at a high pace in
India; there is an enormous amount of competition lies in Indian market. Now the thing is how
companies will differentiate themselves. They cannot differentiate each other on the basis of
product offerings. So they need to look into the customer minds, what’s going in their mind.
They need to fulfill unsatisfied need of the customers other than products.

The purpose of this research is to find out the unsatisfied need of retail customer other than the
product like spaciousness of the store, decoration, music facility, outlook, parking facility,
garden, sitting facility outside store, employee perspective, etc.

Aim: To find out the unsatisfied need of the retail customer other than products

Objective: The growing Indian economy, mushrooming retail stores and increasing expectation
of the retail customer has put the retail companies to rethink on their way of doing business. My
objective is to find out the unsatisfied need of the retail customer other than products and come
up with recommendations for retail store.