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KCMS Consumer Behaviour

PROJECT ON U

CONSUMER BEHAVIOUR
0BU

LAUNCH OF
1BU

DOORSTEP SERVICE
2BU

K.C. COLLEGE OF MANAGEMENT
3BU

STUDIES

ADVERTISING & PUBLIC RELATIONS – B
4BU

PROJECT BY
5BU

DHARA DABHI ROLL NO: 66

Page no. 1
KCMS Consumer Behaviour

INDEX
6BU

1. History of the Company..................................3 -4

2. About Service...................................................5

3. USP..............................................................6-8

4. Co – Partners .............................................9 - 10

5. Product Range ............................................11 -13

6. Outlets......................................................14 -21

7. Mode of Operations....................................22 -28

8. Advertising campaign..................................29 -34

9. consumer pole ...........................................35 -36

10. Segmentation of Market............................37 - 38

11. Buying benefits ............................................39

12. Buying behavoiur...........................................39

13. Target Audience.............................................40

14. Starategic Loaction ........................................40

15. Conclusion.....................................................41

Page no. 2
KCMS Consumer Behaviour

ABOUT COMPANY
U

DOOR STEP
U

Doorstep Corporation was established in 1966, the DoorStep
Group has attained a reputation of being a leader domain related
in the food with operations in contract foodservice, foodservice
distribution, retail solutions, logistics, food vouchers and exports.

| DoorStep Customer Services Pvt Ltd
HTU UTH

| DoorStep Pvt Ltd
| DoorStep Hospitality Services Ltd

DoorStep Customer Services Pvt Ltd:
U

DoorStep Customer Services Pvt Ltd (DCSPL) is in the business of
front end retailing. This company owns & manages "DoorStep
SuperMarket" stores in Mumbai. For more information, please visit
www.doorstepsupermarkets.com
HTU UT

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KCMS Consumer Behaviour

DoorStep Pvt Ltd
U

DoorStep Pvt Ltd provides a distribution and logistics platform to
service the needs of the customer in the retail, foodservice &
hospitality industry. For more information, please visit
www.doorstep.com
HTU UT

DoorStep Hospitality Services Ltd

DSHS offers Food Service & Hospitality Solutions, Integrated
Facilities Management and Vending Solutions to its clients across
sectors like Business & Industry, Healthcare, Education, Offshore,
Maritime & Remote Sites and Travel, Retail & Leisure. Integrated
Facilities Management and Vending Solutions are managed by
Service brands, UNISOL and I–Vend respectively. For more
information, please visit www.dshs.co.in
HT T

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KCMS Consumer Behaviour

Pioneering in service sector to provide everything @ ur doorstep
at anytime.

Profits are earned in the longer term of operation. i.e a very HIGH
TURNOVER and operating on REDUCED MARGINS.

The basic principle of operation is successful as it is simply a
service provider and is not dependent on any mediators for day to
day purchasing. The complete procurement activity is
systematically tied up with direct manufacturing units/ farms thus
eliminating all mediator overheads and operation costs and thus
able to meet the customer’s doorstep requirements at budget
prices.

All Statuary requirements are met and are followed as a firm and
operate on ISO guidelines and various other standard agencies.

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KCMS Consumer Behaviour

UNIQUE SELLING POINT (USP)

HOME Delivery :

| @DoorStep goes the Eco-Friendly way with its Home
delivery.

| @DoorStep is committed to extending high standards of
customer service even beyond shopping through our Home
delivery service. Our aim is to delight our customers through
timely delivery of goods, every time.

| @DoorStep’s home delivery service is aimed at setting the
industry benchmark. The mantra of 'Delivery on Time-Every
Time' is what underlines the service. Also to ensure that the
service standards are raised and not compromised Hyper
CITY has decided to manage the process in-house.

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KCMS Consumer Behaviour

| Doorstep provides best customer service and an amazing
hotline shopping experience which is the goal of our
Company.

| @DoorStep Customer can place their order over phone call,
SMS, or through logging into our website i.e.
www.aturdoorstep.com.
HT TH

| @DoorStep Goods are delivered at your doorstep as per
your convenience round the clock.(24x7)

| Quality Assurance, Food Safety and Hygiene are of
utmost importance across all the Foodland Fresh stores. To
ensure that there are no compromises on this front, In the
complete process, we ensure that the following is taken care
of:

| We have an established cold chain in place which maintains
ideal storage conditions from the point of origin to the
Foodland Fresh stores

| At the stores, all food and grocery items are packed, stored
and displayed in optimal conditions

| We have an extensive training program for our stores staff
on areas such as product knowledge, product handling,
display, hygiene and sanitation

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KCMS Consumer Behaviour

| We maintain the highest level of cleanliness, hygiene and
sanitation in all our stores

| We adhere to the food safety and quality norms laid down
by the government from time to time

| Quality inspections and checks are conducted at regular
intervals to ensure that the quality, safety and hygiene
standards are maintained across all Foodland Fresh stores

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KCMS Consumer Behaviour

CO – PARTNERS

Ours is a unique and innovative retail concept based on pure
Indian needs state, extreme service orientation, localization and
selling quality products at fair prices.

Looking for a store or service that stocks all the merchandise you
need for your daily needs? Be it groceries, home & personal care,
bakery products, fruit or vegetables you'll find them all at your
neighborhood now, at Spinach stores. For the non vegetarians, in
select locations we have exclusive range of meat, poultry, fish &
seafood, fresh and frozen, in a separate section.

India’s Biggest Companies who have set a benchmark in catering
customer’s Food & Grocery requirements around the country. They
cater consumers the best range, availability, price, promotions
T

and service in neighborhood food and grocery retailing. A wide
T

range of branded items are sold below MRP in Foodland Fresh
T T

stores. There is a very high.3 emphasis on food safety and
T

hygiene. The store also offers Home Delivery to customers in the
T T T

respective catchments.

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KCMS Consumer Behaviour

Our Co – Partners are:

1. FOODBAZAAR - (FB)

2. FOODLAND – (FF)

3. SPINACH - (SP)

4. HYPERCITY - (HC)

5. RELIANCE FRESH - (RF)

6. D MART - (DM)

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KCMS Consumer Behaviour

PRODUCT RANGE

1. Fresh Fruits & Vegetables

2. Non –Veg

3. Bakery

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KCMS Consumer Behaviour

4. Food

| Oils ghee vanaspati
| Grocery
| Upvas items incl Gur / Khopra
| Sugar
| Biscuits n bakery
| Namkeen
| Dairy products
| confectionary
| Beverages (cold drink water fruit)
| papad / pickle / fryum
| Jam jelly ketchup
| Instant food / ready food / ready to eat
| Baby food health food health drink
| dry fruit
| spices
| Tea Coffee

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KCMS Consumer Behaviour

5. Non – Food

| Dental care
| Bath soaps
| Shaving needs
| Talcum powder
| Hair care
| Cosmetics
| Sanitary napkin diaper
| Washing aids
| cleaning material
| Pooja items
| paper products (party zone)
| insecticide and mosquito repellents

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KCMS Consumer Behaviour

OUTLETS

We give you an opportunity to maintain your Brand Loyalty. You
can choose your preferred Outlet:

Location Code No
Infinity Mall, 1st Floor,
FB1
Link Road Andheri -West
The Hub Mall, Western Express Highway,
FB2
Goregaon -East
Daftari Road,
FB3
Malad
Evershine Mall, New Link Road,
FB4
Malad -West
Phoenix Mills Compound, Senapati Bapat Road,
FB5
Lower Parel – West.
Prime Mall, Petrol Pump,
FB6
Vile Parle -West.
Hi Life Mall, Feroz Shah Road,
FB7
Santacruz -West
Centre One Mall, Sector 30/A,
FB8
Vashi
5, Fountain Square Mall,Sector 7,
FB9
Kharghar

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KCMS Consumer Behaviour

Location Code No
New Link Road, Next To Inorbit
Mall,Bangur Nagar, HC
Goregaon West,Mumbai

Location Code No
Palm Court Complex, Link Road,
Next To Croma, DM
Malad West, Mumbai

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KCMS Consumer Behaviour

Location Code No

HP Speed Mart,Car Care Center,
FF1
Near Priyadarshini Park, Mumbai
Mermaid,Next to Hotel
Palmgrove, FF2
Juhu Tara Road, Juhu, Mumbai
Excel Service Station,HPCL Petrol
Pump, S. V. Road, JVPD FF3
Scheme,Vile Parle (W)
Paradise Building, 'E' Wing,
FF4
Raheja Vihar, Powai, Mumbai.
ZA Tower, Raheja Rd., Off Yari
Rd., FF5
Versova, Mumbai.
Sheetal Darshan,Sheetal Nagar,
FF6
Mira Road (E),
Mira Plaza Bldg, Opp. Bata
Showroom,
FF7
Near Sanghvi Nagar, Mira-
Bhayander Road, Mira Road (E).
Madhav Shrushti,Near Khadak
FF8
Pada Circle, Godrej Hill, Kalyan.
All Car Services,HP Petrol Pump,
Opp St Agnes High School, FF9
Clare Road,Byculla
Shramik Co-op Housing Society,
Bldg No - 2,Near Sahakar
FF10
Theater,
Tilak Nagar,Chembur
Madhuvan Bldg., RHB Road, Next
FF11
to Rudraksha Gym, Mulund (W).
Vihang Garden, Near Mahesh
Lunch Home, Pokran Road No 1, FF12
Thane(W)
Maithili’s Elegant, Palm
FF13
Beach, Sanpada,Navi Mumbai
Kalpataru Arcade, Sector 4,
FF14
New Panvel.

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KCMS Consumer Behaviour

Location Code No

Channel Classic, Plot No 91,
Sector - 4, Kopar Khairane, FF15
Navi Mumbai
Tower No 1,Sagar Darshan,
FF16
Sector 18, Nerul (W)
Trimbak Palace,Gograswadi,
FF17
Patharli Road, Dombivali (E)
Shop No. 3 - 5, Gr Floor, Keswani
Complex, Plot no. 274, Opp
FF18
Chopra Court, Camp 3,
Ulhasnagar.
Labh Avenue, Sector 11A
Opp Carmel Convent School, FF19
Kalamboli, Navi Mumbai.
National Palace 2,Old Mumbai
FF20
Pune Highway,Panvel

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KCMS Consumer Behaviour

Location Code No

Ambika Tower Ground Floor, ,
Plot No. CTS No. -317, Mogra, SP1
Andheri (East)
7 BunglowNew Siddharth Co-
Op.Hsg, SP2
7 Bunglow, Andheri (West),
Ground Floor, Madhava Bldg,
Bandra Kurla Complex, Bandra SP3
(East)
Shoeb Manzil, CTC C-680,
Perry Cross Rd, Kantwadi,Bandra SP4
(West)
Ground Floor, Aditya Apts,New
Link Road, Chikoo Wadi,Borivali SP5
(W),
Charkop 2, MHADA Suprime
Trade Centre,Sector SP6
1,Charkop,Kandivali(W)
Gayatri Satsang,120 Civil Road,
SP7
Thakur Village Kandivali (East),
Swamini Building,Pimpri Pada,
SP8
Water Tank Road, Malad (East)
Olympia Building, E Wing,
Poonam Sagar,Mira road (E), SP9
Thane
Kulraj Shopping Mall & Multiplex,
Opp Holy Convent School, SP10
Evershine Nagar,Vasai (East)
Runawal vihar, Runawal complex,
SP11
Aagashi road, Boling,Virar (West)
Krushal Commercial Complex,
Next Shoppers Shop,Mahul SP12
Rd,Chembur,
Dattamilan co op
society,Gajbandhan, Pathroli,
SP13
VijayabankManpada
Dombivali(East)
Regency avenue,Shop no 1-10, SP14

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KCMS Consumer Behaviour

Location Code No

Santoshi mata road,Kalyan (W)
Gr Floor, Surendra CHS,Hira
SP15
Nagar, Nahur Road,Mulund (W)
Golden Crown, Off Ghodbunder
road, SP16
Hiranandani Estate,Thane (W)
Gurudatta co op Hsg
society,Sector no 8-A, Airoli,New SP17
mumbai
Twin Tower,Sector 20, Plot No.
57, SP18
Kharghar, Navi Mumbai
Meridian ApartmentPlot No 25
and 27, Sector No 6Nerul west, SP19
Navi Mumbai
Shree Ballaleshwar, Sawarkar
Chowk, SP20
Panvel

Page no. 19
KCMS Consumer Behaviour

Location Code No

Crystal Paradise Mall, Siddhi
Building, Veera Desai RF1
Road,Andheri - West
Framroze Court, Dada Saheb
Phalke Road RF2
Dadar East
Jayant Apartments, Sanghvi
RF3
Plywood, Tardeo Road,Tardeo
Tower Number 6, Swadeshi Mill
RF4
Compound Chuna Bhatti
Spring Avenue, Khadakpada
Road RF5
Kalyan
1, Brahman Society, Murbad
Road RF6
Kalyan
Sanskar Tower, Ground Floor,
RF7
Panchpakhadi ,Navpada Thane
Gagan Galaxy Apartment,
Ground Floor, Evershine City RF8
Vasai Road West
Narayani Kutir, Hamara Bazaar,
RF9
Sixty Feet Road ,Bhayandar West
Shop Number 1/6, Building No.
55/A, Brindavan Society,Thane RF10
West
Manu Krupa Bungalow,
RF11
Manvelpada Road,Virar East
Shri Sharnum Building, Ground
Floor, Hiranandani Estate,
RF12
Ghodbunder Road
Manpada ,ThaneWest
Spring Avenue, Khadakpada
Road RF13
Kalyan,Thane

Jai Jagdamba Commercial RF14

Page no. 20
KCMS Consumer Behaviour

Location Code No

Housing Society, Charai,Thane

Vishnu Prasad Complex, PP Marg
RF15
Virar Thane

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KCMS Consumer Behaviour

MODE OF OPERATION:

CONTACT BY PHONE:

We're easy to contact by phone - no electronic voices and no call
waiting. Our customer support is manned by dedicated call centre
personnel, who can take decisions and resolve your problems.

Following are the Steps:

| Please call our customer support hotline at 1100 – 2200.

| Select your vender by pressing the Vender Code No.

| Press 1 for selecting Food Bazaar (FB),2 for Foodland
Fresh(FF),3 for Spinach (SP),4 for Hyper City (HC) ,5 for
Reliance Fresh (RF)& 6 for D Mart (DM). for e.g. You choose
to order your grocery from Food Bazaar then press 1 for FB
or 5 for Reliance Fresh (RF)

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KCMS Consumer Behaviour

| After selecting Food Bazaar (FB), you need to select a outlet
from your vicinity ,you wish to place your order from from
Infinity Mall ,Andheri-West i.e. FF1.Press 1, or from Center
One Mall,Vashi Then press 8.

| Our Customer Service Representative will help you to place
your order.

| After placing an order You will be provided with your Order
No & total bill amount.

| Kindly register the convenient delivery time & mode of
payment.

Page no. 23
KCMS Consumer Behaviour

CONTACT BY SMS:

| Please send us a SMS at 1110

| SMS us code no of the outlet you choose to place your order
from. For e.g. your vender is. Spinach (SP) & Outlets you
choose to place your order is SP5 i.e. Bandra –Kurla
Complex

| SMS ORDER to 1110

| Our Customer Service Representative will respond within 3
hours through computerized voice messaging machine.

| Your order will be recorded in the computerized voice
messaging machine.

| You will be receiving a confirmatory SMS regarding your
Order No. & your total bill amount.

| Please note of your order is not recorded properly then your
order will not be confirmed & Customer will not receive a
confirmatory SMS.

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KCMS Consumer Behaviour

| Kindly register the convenient delivery time & mode of
payment.

| Goods will be delivered at the mentioned address at your
convenient time.

Page no. 25
KCMS Consumer Behaviour

ONLINE:

| You can place your order by logging in to our website i.e.
www.aturdoorstep.com.
HT TH

| Choose a option of PLACE an order,

| Choose your vendor, for e.g. Foodland Fresh

| Choose your Oultet in your vicinity for e.g. If you wish to
palce your order from Foodland Fresh Outlet located at tilak
Nager select FF 12.

| After placing an order You will be provided with your Order
No & total bill amount

| Kindly register the convenient delivery time & mode of
payment.

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KCMS Consumer Behaviour

CONTACT BY EMAIL:

Please send us an email at the following address and we will
respond within one working day. If you are contacting us about an
order you placed, please mention the order number in the subject
line. Kindly contact us at support@aturdoorstep.com
HT T

Not receiving our replies?

If you have tried to email us in the past but you're not receiving a
response from us, it's possible our email replies are being blocked
by your email program or by your internet service provider (ISP).
Many email programs provide protection against spam or bulk
mails, but sometimes even legitimate commercial emails, like an
email from our customer support department or automatic order
status notification emails, can get blocked by mistake. If you think
this is happening to you, consult the help section of your email
program and see how to relax or open up the settings that filter or
block email that you receive. Also, see if you can find any email in
folders called ‘spam’ or ‘bulk’. Or contact your network

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KCMS Consumer Behaviour

administrator or internet service provider for advice on loosening
your email filter settings. Once you've done that, email us again
and we'll gladly answer your questions again. If you still don't
receive a reply, email us again and ask us to telephone you.

Page no. 28
KCMS Consumer Behaviour

ADVERTISING CAMPAIGN:

| Television
|

| Print Media
|

| FM Radio channels
|

| Hoardings

Page no. 29
KCMS Consumer Behaviour

TELEVISION

Mr. John De Vice President working with PHILIPS. a leading MNC.His
wife Mrs. Rita De GM HR professional working with leading MNC.
Both have lots of work pressure & deadlines to meet.
Too busy with their professional lives.

Scene - I

Rita calling her husband on Saturday at 8.30 pm, just before going to
an important meeting.

Rita : Hie…. Sweetheart….

John : Hey Sweetie…..

Rita : areeee…..I forgot to inform you….
Mom & Dad are coming tomorrow for stay over…

John : Okey…that’s a good news…so….

Rita : Darling could you manage to buy grocery….
coz there is nothing at home…..we had planned to
buy it on Sunday but as mom dad are coming …….
I got to go for urgent meeting rite now…..
mere pass time nahi hai abhi…

John : Oh Gosh…. ab Kya karenge ?….Its okey….chal I’ll manage

Rita : Oh …Thank You sweetheart….see you at home….
I’ll be bit late….

John : Oh Okey….See you

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KCMS Consumer Behaviour

Scene – II

John is bit worried as there is lots of work and doesn’t have time to
go buy grocery .He is trying to rap up the work, as he needs to go to
supermarket.

Meanwhile his colleague (Mr. Tanmay Shah) passed by & asks him….

Tanmay : Hey Dude …kya hua?
You seem to be in a hurry

John : Haan yaar ….Mom- Dad are coming tomorrow morning
& I need to go for grocery shopping…

Tanmay : Oh…tension mat le yaar….Call ““ @
@UUrr D
Dooo
orrS
Stteep
p ““

John : Oh…what is that ?

Tanmay : You can place your order through call SMS or online
they deliver goods as per your convenience

John : Haan par…muje toh ghar pahuchte late ho jayega….

Tanmay : They deliver goods at time specifed by you…..
they can deliver goods at 2 am even…

John : That’s great……..They are making our life easier

Tanmay : Call 1100 -2200 or log on to www.aturdoorstep.com
HT T

John : Thanks dude….

Tanmay : Anytime…

Page no. 31
KCMS Consumer Behaviour

FM RADIO CHANNELS

An old couple,Mr Vinay Malhotra & Mrs. Malhotra, living alone in this
tinsel town. Old lady denies to go to super market to buy the
grocery.Due to her old age now it is becuiming bit difficult to go &
shop at super market.

Mrs. MAlhotra : Ab mujse ye nahi hota…

Mr. MAlhotra :Kya hua lekin ???????

Mrs. Malhotra : Mere joodo me dard badta hi jar aha hia…
Mujse ab ye supermarket jaa kar saman kharida
Nahi jaata…

Mr. Malhotra : Are Bhagvan …
toh apne niche Kiranewale se mangvalo

Mrs. Malhotra : Nahi, Woh supermarket ka saman kifayti aur behtar
hota hia

Bell Rings “ Ding Dong “

Mrs. Malhotra Opens the door.

There enters a neighbour….Mrs. Hemani Shah.

Mrs Malhotra : Aao beta….kesi ho ?

Hemani : Bas thik hu…aap kuch apreshan lag rahe hai

Mrs. Malhotra : Kuch nahi beta…ab ye supermarket k baat per hum
bahes akr rahe the……muje ab nahi hota

Hemani : Auntyji…..me aapko yahi batane aayi thi…ab
““ @ Ur D
Dooo
orrS
Stteep
p ““ hai naa...

Aap ab ye sab saman ghar mangva sakte hai…..woh bhi in
supermarkets se wahi unke saste damo me…..

Mrs. Malhotra : Kya baat hai…ye toh badi achhi baat ho gayi

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KCMS Consumer Behaviour

PRINT MEDIA

Page no. 33
KCMS Consumer Behaviour

HOARDINGS

Page no. 34
KCMS Consumer Behaviour

CONSUMER POLL
Name: Sex: M F

Address:

1. From where do you purchase your monthly grocery?

Kirana Store Supermarkets Other

2. How many members are there in your family?

2 2-5 5-8 8-10

3. What is your yearly income?

Less than 2 Lacks Btw 2 Lacks – 5 Lacks

Btw 5 Lacks – 7 Lacks more than 7 Lacks

4. What is your Occupation?

Business Service Retired Student

5. How much amount do you spend on grocery every month?

Less than 2000 2000-5000 500-8000 8000-10000

6. What do you prefer Supermarket or Kirana store

Yes No

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KCMS Consumer Behaviour

7. How do you place your order?

Over Phone personally

8. Do the kirana shopkeepers deliver goods on time?

Very few times Sometimes Most of the time

9. How do you rate service provided by the kirana shopkeeper?

Excellent Good Poor

10. Do the kirana shop supply’s the same quality of good which are
available at Supermarkets?

Good Better than Supermarkets

Poor Not as good as Supermarkets

11. Do Kirana shops provide more discounts than Supermarkets?

Very high high less same as Supermarkets

12. Do Kirana shops come up with different schemes/ offers as
Supermarket?

Yes No

13. IS it Cost effective?

Yes No

14. Do you look for some better options for your monthly grocery
shopping?

Yes No

15. Do you believe in purchasing high quality goods at lower prices?
Yes No

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KCMS Consumer Behaviour

SEGMENTATION

DEMOGRAPHICS :

| Age – 20 to 60

| Sex – Male & Female

| Income,Occupation,Education

| A1,A2,B1,B2,C

Sec A1 & A2

| 25% of Total population (A & B).

| 50% is in executive position.

| 50% are businessmen/industries

| Most of them are graduates or Post graduates

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KCMS Consumer Behaviour

Sec B1 & B2

| Employed at clerical or supervisory

| Level (46%).

| Businessmen / industrialists 10%.

| Graduates or post graduates 45%.

| Education till 10th or 12th 38%.

| College education 13%

SEC C

| 21% of total population

| Employed at supervisory or clerical level 37%

| Skilled workers 33%

| Petty traders 12%

| Shop owners 18%

| Educated till 10th or 12th 75%

| Educated till max. 9th 25%

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KCMS Consumer Behaviour

BUYING BENEFITS

| Quality level

| Service level

| Economy / cost

| Buying & using convenience

|

BUYING BEHAVIOR

| Regular or special occasional buyer

| Light, medium or heavy buyer

| Readiness stage :

| Unaware, aware & informed

| Interested, desirous & intending to buy

| Loyalty status : None, medium & strong

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KCMS Consumer Behaviour

TARGET AUDIENCE

| Old Age

Working People

| Students Staying in hostles or away from their homes

STRATEGIC LOCATION-MUMBAI

| Tinsel town & business capital of India

| Living standards of the people quite high

| Potential market (Population, education etc)

| Disposal income is quite high compared to other cities

| % of earning population are more

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KCMS Consumer Behaviour

CONCLUSION:

THIS IS WHAT WE CALL "WESTERNIZING INDIAN
WAY OF RETAILING" OR "MAKING THE BEST OF
BOTH WORLDS"......JUST FOR YOU .

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