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MARKETING RESEARCH ON

TITLE: - “Practical Study on Awareness in MORE PRIVATE PRODUCTS with comparison to NATIONAL PRODUCTS in NAVNAGAR”

TEAM NAME 12MINDS

GROUP 1

Team members: Harish. Sambrani Vivekanand Shruti. Raja Alkesh Kumar Jain Ramyalaxmi Shivakumar.K Chennamma P Nagaraj. S. H Naveen. H Pramod.V Vikramaditya Augustine

Roll no 80 117 53 03 99 48 13 87 29 31 114 73

Reg. no MBA10007035 MBA10007119 MBA10007103 MBA10007005 MBA10007077 MBA10007097 MBA10007028 MBA10007054 MBA10007058 MBA10007064 MBA10007116 MBA10007024

ACKNOWLEDGEMENTS
We acknowledge our sincere gratitude for the assistance, patronage and efforts we have received in course of completion of my Marketing Research project to all who helped us in the preparation of this dissertation. Further we express my sincere thanks and indebtedness to our Faculty Supervisor Dr.Prashant Yatgirifor his inspiring guidance, keen interest and encouragement throughout the course of our project work. In spite of his busy schedule and numerous engagements, he was kind enough to spare time to give inspiration and encouragement, thus enabling us to achieve this goal. He has inspired us as our guide with his experience, ideas, support, knowledge and encouragement throughout the study and preparation of this dissertation. Undoubtedly, the lion's share of my gratitude goes to Mr. Rohan. Patil,ABRL(More….) Navanagar, Hubli for his help in this endeavor. We express my deep sense of gratitude and indebtedness to our Institute which has provided us an opportunity to fulfill the most cherished desire to reach our goal. We feel short of words to express our sincere thanks to our parents and friends who have been a source of continuous inspiration and constant encouragement during our project work.

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MARKETING PROBLEM MARKETING RESEARCH OBJECTIVES FINDINGS CONCLOSION RECOMMENDATION

MARKETING PROBLEM
Lower share of sales of More private brands/products in the overall sales of products at More Navanagar outlet. This leads to lower profit margins earned in the long run.

MARKETING RESEARCH OBJECTIVES
1) To enumerate the various parameters considered by customers in the choice of a branded product at the retail outlet. 2) To compare on all the above parameters the customers preference of private brands visaà-versa national brands. 3) To investigate whether there is any relation between the preferences of the customer between private vis-à-vis national brands based on product category. 4) To assess the level of awareness and knowledge of More private brands product categories amongst customer shopping at Navanagar outlet. 5) To assess the effectiveness of existing promotional strategy adopted by More outlets with specific reference to private brands. 6) To suggest suitable visual merchandising plan for private brands at More Navanagar outlet based on analysis of competition.

 We found the that the offer which national brands are offering is more better then private brands  Customers shop per month from (1000-2000)=60% .  Respondents select more stores based on availability of products. (5000-6000)= 10% . quality = 20%. (9000-10000) = 5% . From the research study it can be concluded that to increase the sale of More private brands they need to go with the promotions activities and to make the awareness of the private brands through advertisement and by giving samples of private brands to the customers.  60% male and 40% female respondents have administered the questionnaire. . offers= 35%.FINDINGS  25% of the respondents were of the age 26-40 years. convenience =25%. how to increase the sale of the More private brands. 10% were 41-50. (3000-4000) = 15%.20% were from the age less than 25 years and others were above age 50. CONCLUSION: The research was undertaken on the More private brands to examine the present status of More private brands in Navanagar.e. location = 15%. price =5%. (7000-8000)=10%. And whole research was based on the marketing problem i.  We found that most of the people told advertisement is necessary for more private brands.

 To make awareness about the offers at More outlet for private brands. . in this catchment would help in increase sale of more private brands. the potential for this catchment is very high and it can be tapped by regular television advertisements and hoarding of the more private brands.  The level of service can be increased by improvising the home delivery service so that the satisfaction level of customers increases and be a loyal customer of More.RECOMMENDATION  As the catchment have very few departmental stores or convenience stores. So.  Make awareness of the private brand through LCDs in more outlet.

CONTENTS Chapter       .I Introduction Background of the study undertaken Marketing Problem Definition Research Objectives Hypothesis Need of the Research Chapter – II        Body of the Report Type of Research Design Data Collection Methods employed Sources of Primary and Secondary Data Measurement Techniques used Sampling Design Results [Findings] Chapter – III   Conclusions Recommendations Chapter – IV        Annexure Sample Questionnaire Coding Sheet/s Data Analysis sheets Pie Charts/Graphs not included in Body Time Spent / Project Cost sheet Bibliography .

      Introduction Background of the study undertaken Marketing Problem Definition Research Objectives Hypothesis Need of the Research .

In the outlet they have ―Private Label Brands‖ and ―National Brands‖.Introduction Aditya Birla Retail Limited re-brands its Fabmall grocery supermarkets to more.‖ and national brands are all the MNCs. Cereals and Pulses 6. From 29th October 2010 to February 2011 the total sales of the outlet is Rs.78. Fruits and Vegetables 9. The outlet has segmented in the following ways: 1. Hubli..50. 68 Fabmall stores in Karnataka will be re-branded under the umbrella of more. Private label Brands are in the name of ―More. affordability and convenience with new in-store merchandise and a whole new retail experience. staples. the retail brand from the Aditya Birla Group. General Materials 5. personal care. household general merchandise and dairy products. As a result of the integration process. a name reflective of its commitment to offering consumers a more fulfilling retail experience. Home Care 3. Detergent Section 2. the new stores will continue to be built around the proposition of quality. The more. Personal Care 4. and 11 CSA (customer service associate). Sanitary Need . The supermarket has 1500 to 4000 sq.ft.Stores will offer a wide range of product categories including fruits and vegetables.00. viz. The outlet made an sales of Rs. Oil Section 8. With the underlying objective to enhance the shopping experience for consumers. home care. one store manager.000/-. It has the man power of 13. supervisor development program.6..000/.‖ in Navanagar. Beverages 7. It is started on 29th of October 2010.. Trinethra and FabCity by Aditya Birla Retail in January 2007.. ADITYA BIRLA GROUP‘S ―MORE. Puja Needs 10. The re-branding follows the acquisition of the Trinethra Super Retail that includes the retail brands Fabmall.in the first three days.

           MORE FEASTERS KITCHEN PROMISES MORE SELECTA MAHA SAVER 110% FRESH-O-DENT PESTEX GERMEX PARADISE ENRICHE. ..11.The private level products available in more retail outlet                    Bakery items Beauty Concepts Beverages Basic Apparels Cutlery & Cookware Fruits & Vegetables Frozen & Dairy Products FMCG Products Grocery General Merchandise Home Care Products Home Needs & Home Upkeep Home Decor Products Personal Care & Cosmetics Processed Food Ready to Cook/Prepared Food Small White Appliances Staples Stationery PRIVATE BRANDS IN MORE.

INDUSTRY OVERVIEW .

It is projected to grow to US$ 700 billion by 2010. CB Richard Ellis' findings state that India's retail market has moved up to the 39th most preferred retail destination in the world in 2009. India's overall retail sector is expected to rise to US$ 833 billion by 2013 and to US$ 1. 'The rise of Indian Consumer Market'. As per a study conducted by the Indian Council for Research on International Economic Relations (ICRIER). the retail sector is expected to contribute to 22 per cent of India's GDP by 2010.43 million. With rising consumer demand and greater disposable income. in single-brand retail trading. which is the fifth largest retail destination globally.Introduction The Indian retail market. the US$ 400 billion Indian retail sector is clocking an annual growth rate of 30 per cent. according to a report by global consultancy Northbridge Capital. according to the Department of Industrial Policy and Promotion (DIPP). up from 44 last year.3 trillion by 2018. Commercial real estate services company. at a compound annual growth rate (CAGR) of 10 per . the share of organized retail was 7. The organized business is expected to be 20 per cent of the total market by then. Foreign direct investment (FDI) inflows as on September 2009. has been ranked as the most attractive emerging market for investment in the retail sector by AT Kearney's eighth annual Global Retail Development Index (GRDI). in 2009. In 2008. India continues to be among the most attractive countries for global retailers. stood at approximately US$ 47. A McKinsey report.5 per cent or US$ 300 million of the total retail market. estimates that the Indian consumer market is likely to grow four times by 2025.

the fashion label owned by Inditex SA of Spain. Moreover. the Marc Ecko clothing line promoted by the US entrepreneur of the same name and the Japanese casual wear brand Uniqlo are preparing to open outlets in India. Further. which currently accounts for around 5 per cent of the Indian retail market.26 billion in the next four to five years. organized retail. are emerging as the favored destinations for the retail sector with their huge growth potential. which is pegged at around US$ 8. is all set to witness maximum number of large format malls and branded retail stores in South India. . consumer spending has risen sharply as the youth population (more than 33 per cent of the country is below the age of 15) has seen a significant increase in its disposable income. Kochi and Gurgaon. This could go further up to US$ 1. is expected to grow at a CAGR of 40 per cent to touch US$ 107 billion by 2013.cent. followed by North. Also. The organized retail sector. UK garment chain Top shop. Amritsar. West and the East in the next two years.14 billion. many new apparel brands such as Zara. Consumer spending rose an impressive 75 per cent in the past four years alone. this sector is expected to invest around US$ 503.2 million in retail technology service solutions in the current financial year. Tier II cities like Noida. As a democratic country with high growth rates. at a CAGR of 40 per cent.

 Currently the share of retail trade in India's GDP is around 12 per cent. 000 crore ($24 billion) by 2010.  According to Government of India estimate the retail sector is likely to grow to a value of Rs. Unorganized retailing consists of small and medium grocery store.  India retail market is dominated by the unorganized sector. 2. .00. 000 crore in 2004-05 to Rs109. subzimandi. however with changing consumer preferences.  The top five companies in retail hold a combined market share of less than 2%. and is estimated to reach 22 per cent by 2010. India retail sector comprises of organized retail and unorganized retail sector. currently this industry employs 8% of the working population.  Indian Retail sector is the fifth largest global retail destination.  The Indian retail market has been ranked by AT Kearney's eighth annual Global Retail Development Index (GRDI). More than 90% of retailing in India fall into the unorganized sector. the organized sector is largely concentrated in big cities. organized retail is gradually becoming popular.INDIAN RETAIL SCENARIO The retail scenario is one of the fastest growing industries in India over the last couple of years. kirana stores. paan shops etc.000 crore (US$45 billion) and could yield 10 to 15 million retail jobs in the coming five years. medicine stores. Organized retail in India is expected to grow 25-30 per cent yearly and is expected to increase from Rs35. in 2009 as the most attractive emerging market for investment in the retail sector. Traditionally the retail market in India was largely unorganized.

approximately US$ 47. Trouser Town.  K Raheja Corp Group has a turnover of Rs 6. . in single-brand retail trading.75 billion which is expected to cross US$100 million mark by 2010. Key Players in Indian Retail Sector  AV Birla Group has a strong presence in apparel retail and owns renowned brands like Allen Solly. it operates lifestyle retail chain. India continues to be among the most attractive countries for global retailers. A study reveals that among the more than 20 locations. Mumbai was found to be the most preferred location followed closely by Bengaluru in the second position. Lifestyle International is their international brand business.43 million was the amount of Foreign Direct Investment (FDI) inflow as on September 2009. According to the Department of Industrial Policy and Promotion. Van Heusen and Peter England. for organized retail in India. and Rs 100 crores on Citymax 3 star hotel chain. 300 crores to expand Max chain. The company has investment plans to the tune of Rs 8000 – 9000 crores till 2010. entertainment etc. Louis Phillipe. apparel. Segments include books. music and gifts. Westside.58 mn in 2006  Landmark Group invested Rs.  Trent is a subsidiary of the Tata group. More than 80% of the retail sector in the country is concentrated in the large cities. consumer electronic chain etc. book and music retail chain. the lifestyle retail chain registered a turnover of Rs 3.

e-tailing. Segments include Food & grocery.3 million taking its total store count to 120. they have multiple formats and their sale is expected to be Rs 90. In the first six months of the current fiscal ending September 30. plans to have more than 50 stores across India by 2012–13. RETAIL FORMATS IN INDIA .  Shoppers Stop has plans to invest Rs250 crore to open 15 new supermarkets in the coming three years. home solutions. In 20 years they expect the India operations to be larger than the Australia operations. shoes. consumer electronics.  Timex India will open another 52 stores by March 2011 at an investment of US$ 1.  Pantaloon Retail India (PRIL) plans to invest US$ 77. health & beauty care services.4 million sq ft retail space.2 million. music & gifts.000 crores ($20 billion) by 2009-10  Pantaloon Retail has 450 stores across the country and revenue of over Rs. PRIL intends to set up 155 Big Bazaar stores by 2014. books. Reliance has more than 300 Reliance Fresh stores. 20 billion and is expected to touch 30 million by 2010.88 million this fiscal to add up to existing 2. the company has recorded a net profit of US$ 1. FUTURE TRENDS  Lifestyle International. raising its total network to 275 stores. a division of Landmark Group. 2009.  Australia's Retail Food Group is planning to enter the Indian market in 2010. It has plans to clock US$ 87 million revenue in five years. entertainment.

 Category killers: small specialty stores that offer a variety of categories. They are known as category killers as they focus on specific categories. snacks and other small items can be bought via vending machine.  E-trailers: are retailers providing online buying and selling of products and services. in the retail sector.  Vending: it is a relatively new entry. such as electronics and sporting goods. Here beverages. This is also known as Multi Brand Outlets or MBO's. .  Convenience stores: are located in residential areas with slightly higher prices goods due to the convenience offered.  Discount stores: these are factory outlets that give discount on the MRP. they are individually handled retail outlets and have a personal touch.  Departmental stores: are general retail merchandisers offering quality products and services. malls offers customers a mix of all types of products and services including entertainment and food under a single roof. Mumbai's Crossword Book Store and RPG's Music World are a couple of examples.Hypermarts/supermarkets: large self-servicing outlets offering products from a variety of categories.  Shopping malls: the biggest form of retail in India.  Specialty stores: are retail chains dealing in specific categories and provide deep assortment.  Mom-and-pop stores: they are family owned business catering to small sections.

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COMPANY OVERVIEW .

with the largest single location copper smelter       No. Bangladesh. Myanmar. The Group has been adjudged "The Best Employer in India and among the top 20 in Asia" by the Hewitt-Economic Times and Wall Street Journal Study 2007. The Group operates in 25 countries . Laos. Vietnam. Germany. Over 50 per cent of its revenues flow from its overseas operations. UK. Malaysia and Korea. Thailand. It is anchored by an extraordinary force of 100. Singapore. Brazil. Philippines.A US $28 billion premium conglomerate. Dubai. Australia. Indonesia.India. Hindalco-Novelis is the largest aluminium rolling company. France. It is one of the 3 biggest producers of primary aluminium in Asia. USA. the Aditya Birla Group is in the League of Fortune 500. 1 in viscose staple fibre The 4th largest producer of insulators The 4th largest producer of carbon black The 11th largest cement producer Among the world's top 15 BPO companies and among India's top 4 Among the best energy efficient fertiliser plants . among the world's most cost-efficient aluminium and copper producers. Egypt. belonging to 25 different nationalities.000 employees. Switzerland. Luxembourg. Canada. Hungary. Globally the Aditya Birla Group is  A metals powerhouse. Italy. China.

to keep experimenting. the Aditya Birla Group nurtures a culture where success does not come in the way of the need to keep learning afresh.In India       A premier branded garments player The 2nd largest player in viscose filament yarn The 2nd largest in the Chlor-alkali sector Among the top 5 mobile telephony companies A leading player in Life Insurance and Asset Management Among the top 3 super-market chains in the Retail business Rock solid in fundamentals. .

Conveniently located in neighbourhoods. general merchandise & a basic range of apparels. groceries." with 2 formats Supermarket & Hypermarket. . a USD 28 billion Corporation. there are over 600 more. personal care.supermarkets cater to the daily. The Company ventured into food and grocery retail sector in 2007 with the acquisition of a south based supermarket chain. Subsequently Aditya Birla Retail Ltd. more. Aditya Birla Retail Ltd SUPER MARKETS HYPER MARKETS Supermarket more.ADITYA BIRLA RETAIL LIMITED Aditya Birla Retail Limited is the retail arm of Aditya Birla Group. Currently.for you . weekly and monthly shopping needs of consumers. The product offerings include a wide range of fresh fruits & vegetables.supermarkets across the country. expanded its presence across the country under the brand "more. home care.

MEGASTORE also has a strong emphasis on general merchandise. FMCG products.currently has an employee strength of over 11. Aditya Birla Retail Limited. Vadodara. groceries.is a one-stop shopping destination for the entire family. Key functions are headed by professionals with vast retail experience in India & globally.MEGASTORE . . Besides a large range of products across fruits & vegetables.000.MEGASTORE in Mysore. Aurangabad. Clubmore. apparels & CDIT.Hypermarket more. five hypermarkets operate under the brand more. more. Currently.loyalty program. . Indore and Bengaluru. currently has a strong membership base of over 1 million members.

 Ensuring that manpower resources are committed. competent.  Striving for continuous improvement through dynamic review process. the manufacturing practices and processes meet the highest standards of GHP & GMP at every stage and in every operation. testing& certification system. supply chain management.ABRL is committed to assure our consumers of the quality of our products and services on a consistent basis and earn consumer trust and recognition of ABRL as India's premier retail organization. Good House Keeping. credible & efficient assessment.  Ensuring that for 'Own Brand'. ABRL is also committed to respecting our Corporate Social and Environmental responsibilities . The above will be achieved by :  Ensure that the products available at the stores meet the regulatory and statutory requirements through implementation of best practices (Good Manufacturing Practices. fully trained and working in a seamless manner. operations and business partners understand and share our concern for quality. while at our processing sites and extended supplychain.) at every stage and in every operation. Good Hygienic Practices.  Ensuring that different functions including buying & merchandising. etc. the products meet our stringent specification requirements. inspection.  Implementing a rigorous.

CEO . and Master of Arts from University of Chicago . LianHua. An engineering graduate from IIT Delhi. he has been conferred with the coveted award of "Outstanding Business Leader" at the 5th Aditya Birla Award ceremony in 2004 for his stewardship of the VSF Business in to a global leadership position. CEO . and Carrefour in various capacities.MANAGEMENT TEAM Thomas Varghese. USA. He is also an Academic Council Member for the NarseeMonjee Institute of Management & Higher Studies. He holds a Bachelor of Arts Degree from University of Michigan. Mr. He has been serving the Aditya Birla Group with distinction since 1999. With over 25 years of rich experience.Aditya Birla Retail Ltd. Auchan.Hypermarket Russell is a Global Retailer. Mumbai Russell Berman. with more than 24 years of international experience with some of the biggest retailers like McDonald's. Thomas Varghese attended the Advance Management Program at Harvard Business School at Boston.

Satendra is a Science Graduate from University of Mumbai.North for Pepsico India where he spent over 10 years in various roles. and Whirlpool. Satendra was the Executive Director .Supermarket Satendra brings with him over 24 years of experience in key leadership positions in top organisations like Hindustan Unilever Ltd. and holds a Masters Degree in Management Studies from the same university OTHERS MEMBERS OF MANAGEMENT Giridharsanjeevi—CFO Ramesh Mitragotri –CPO VidhyaSrinivasan – Head strategy Ramesh Krishanan – CIO T.SatendraAggarwal.V Venkataraman – Head –Internal Audit Shiv Murti – Chief Merchandising Officer . CEO . Prior to joining the group.

Organization Structure Zonal Head Territory manager Cluster manager Store manager Supervisor CSA & Cashier .

taking the findings of this group discussion we added to the hypothesis. . The survey was conducted on the sample size of 500 respondents in order to test the type of data that we gathered. By asking the view of the people that how they feel about the more Private brands. Team had a focus group discussion. are they aware of the more private brands. Hence to know the reason of why private brands have less sales.BACKGROUND OF THE STUDY UNDERTAKEN Team adopted both exploratory and conclusive research in the initial stages we used exploratory research to get initial insights . created hypothesis on the basis of marketing objectives.the “ sales of MORE PRIVATE PRODUCTS is less with comparison to NATIONAL PRODUCTS in NAVANAGAR” . To arrive at the problem statement the group had been to the More outlet . interacted with the store manager and the working staff at more outlet. a tool to analyze the data and some descriptive questions were analyzed from Microsoft Excel coding sheet . The data obtained was analyzed by “SPSS” . we created certain marketing objectives . found out marketing research problems . hence we came to know that .

2) To compare on all the above parameters the customers preference of private brands visa-à-versa national brands.Marketing Problem Definition To investigate all factors responsible for creating preference of private brands visaà-versa national brands amongst customers shopping at retail outlets and the influence of all such factors in their ultimate choice at the out let. 6) To suggest suitable visual merchandising plan for private brands at More Navanagar outlet based on analysis of competition. MARKETING RESEARCH OBJECTIVES: 1) To enumerate the various parameters considered by customers in the choice of a branded product at the retail outlet. 4) To assess the level of awareness and knowledge of More private brands product categories amongst customer shopping at Navanagar outlet. 3) To investigate whether there is any relation between the preferences of the customer between private vis-à-vis national brands based on product category. 5) To assess the effectiveness of existing promotional strategy adopted by More outlets with specific reference to private brands. .

H1: Customer preference towards the private brands v/s national brand is independent on price. quality and availability of the private label products. H1: Age of the product and selection of the visiting at More outlet are dependent of each other. availability and quality customers do not give more preference to national brands than private brands. . H2: HO: Depending upon the price. quality and availability of the private label products.HYPOTHESIS Objective No: 1 H1: H0: Price of the product and the selection of the product at More outlet are independent of each other. Objective No: 2 H1: H0: Customer preference towards the private brands v/s national brand is dependent on price. H2: H0: Age of the product and selection of the visiting at More outlet are independent of each other. H1: Depending upon the price. H1: Price of the product and the selection of the product at More outlet are dependent of each other. availability and quality customers give more preference to national brands than private brands.

Objective No:5 H1: H0: Overall satisfaction of respondents purchasing in More outlet is not related to the aspects such as availability of products. ambience.Objective No: 3 H1: H0: There is no relationship between price and quality of customer preference based on product categories. home delivery. ambience. H1: The staff members of More outlet have not been giving the knowledge of More private brands to the customers. Objective No: 4 H1: H0: The staff members of More outlet have been giving the awareness of More private brands to the customers. home delivery. H1: The staff members of More outlet have not been giving the awareness of More private brands to the customers. H1: Overall satisfaction of respondents purchasing in More outlet is related to the aspects such as availability of products. . billing display of products and offer. billing display of products and offer. H2: H0: The staff members of More outlet have been giving the knowledge of More private brands to the customers. H1: There is relationship between price and quality of customer preference based on product categories.

Objective No:6 H0: In Navanagar the More outlet is well plan visual merchandising for private brands as compared with national level brand H1: In Navanagar the More outlet is No well plan visual merchandising for private brands as compared with national level brand Need of the Research In the More outlet we found that the sales of the More private brand is less compare to national brand. So our main motto or need of the research is to find the problem and to give recommendation/suggestion to our client i.e.  How to increase the sales of private brand. .

 Body of the Report  Type of Research Design  Data Collection Methods employed  Sources of Primary and Secondary Data  Measurement Techniques used  Sampling Design  Results [Findings] Type of Research Design SPECIFIC DESIGN OF THE PROJECT: .

Data collection method: Personal Interview Method: The team interviewed the store manager and other member who work in the store to know the reason for which the sale of the More private brand is low. At the beginning team used exploratory research to get the initial insights and then continued with the conclusive research. The format of our questionnaire is structured and we have used close ended questions. on the other hand. .The specific design of the project can be either of the two research design  Exploratory research  Conclusive research Team adopted both Exploratory and Conclusive Research. was generated from internet.  External data.  Secondary source of data  Internal data was generated from company. SOURCES OF PRIMARY AND SECONDARY DATA(data collection) Primary source of data  Focus Group Discussion  Questionnaire  Personal Interview with store manager and and other member who work in the store. Questionnaire: This is the most important source of our research as our research is purely subjective and exhibits the view of the customers.

In sampling technique. Customers who avail service from MORE SPECIFICATION OF SAMPLING METHOD: NON-PROBABILITY SAMPLING: Convenience sampling SAMPLE SIZE: 500 Sample size denotes the number of elements selected for the study. All the 500 respondents were the customers of ADITYA BIRLA RETAIL LTD. DEFINE THE POPULATION: Sampling Unit: Sampling Elements: Extent: HUBLI city. IDENTIFICATION OF THE SAMPLING FRAME: SPECIFYING SAMPLING UNIT: It is the ‗basic unit‘ containing the elements of the target population.SAMPLING DESIGN: Sampling techniques A sample is a representative part of the population. For the present study. information is collected only from a representative part of the universe and the conclusions are drawn on that basis for the entire universe. 500 respondents were selected at random. .

The selection is purely depends on chance. So while conducting the survey. The interactions with the respondents before filling questionnaires have made them more friendly and free to give the information. 500 respondents were selected at random. ACTUAL COLLECTION OF DATA Personal interview method was applied to collect the actual data for the research study. A random sample is a sample selected from a population in such a way that every member of the population has an equal chance of being selected and the selection of any individual does not influence the selection of any other. . MEASUREMENT TECHNIQUE:  Microsoft Excel Coding Sheet: In Coding sheet the data from the questionnaire is stored and used for further analysis.A simple random sampling technique was used to collect data from the respondents.  SPSS Analysis: A tool for strong analysis of data collection.

 25% of the respondents were of the age 26-40 years.RESULTS/FINDINGS. location = 15%. quality = 20%.  We found the that the offer which national brands are offering is more better then private brands  Customers shop per month from (1000-2000)=60% .  Respondents select more stores based on availability of products.  60% male and 40% female respondents have administered the questionnaire. . price =5%. (3000-4000) = 15%. (5000-6000)= 10% . (9000-10000) = 5% . (7000-8000)=10%. convenience =25%. offers= 35%.20% were from the age less than 25 years and others were above age 50. 10% were 41-50.  We found that most of the people told advertisement is necessary for more private brands.

 Conclusions  Recommendations .

The promotional strategy may be ―discounts on Fruits & Vegetables in the morning purchase‖. in this catchment would help in increase sale of more private brands.  The level of service can be increased by improvising the home delivery service so that the satisfaction level of customers increases and be a loyal customer of More. .CONCLUSION The research was undertaken on the More private brands to examine the present status of More private brands in Navanagar. how to increase the sale of the More private brands. the store can use a promotional strategy so as to increase the sales of fruits and vegetables consistently.  There are very few or no vegetable vendors across the catchment area. Weekly offers etc. So. the potential for this catchment is very high and it can be tapped by regular television advertisements and hoarding of the more private brands. From the research study it can be concluded that to increase the sale of More private brands they need to go with the promotions activities and to make the awareness of the private brands through advertisement and by giving samples of private brands to the customers. And whole research was based on the marketing problem i.e.  Effective promotion of loyalty program so that there is a long term relationship between the customer and the store. RECOMMENDATION  As the catchment have very few departmental stores or convenience stores.

 To make awareness about the offers at More outlet for private brands.  Make awareness of the private brand through LCDs in more outlet. .

An nex ur e       Sample Questionnaire Coding Sheet/s Data Analysis sheets Pie Charts/Graphs not included in Body Time Spent / Project Cost sheet Bibliography .

DATA ANALYSIS .

0% 500 100. H1: There is relationship between price and quality of customer preference based on product categories.HYPOTESIS TESTING Objective No: 3 H1: H0: There is no relationship between price and quality of customer preference based on product categories.0% 0 .0% Percent N Missing Percent N Total Percent how do you feel about product quality at More * you normally shop in more for Crosstabulation Count you normally shop in more for grocery how do you feel about product quality at More excellent good average poor very poor Total 22 71 21 4 2 120 vegetable 37 67 15 1 0 120 FMCG 27 106 37 3 1 174 crockery 2 17 11 2 1 33 dairy product 10 14 7 0 0 31 confectionaries 3 13 4 1 1 22 . CROSSTABLE Case Processing Summary Cases Valid N how do you feel about product quality at More * you normally shop in more for 500 100.

373 500 a.Chi-Square Tests Asymp. 14 cells (46.197 a df 20 20 1 sided) .019 .22. CONCULSION – hence there is no relation between the product category .7%) have expected count less than 5. The minimum expected count is . Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 35.021 .902 2.123 34.

0% 120 24.6% 8 1.6% 3 .4% 2 .2% 16 3.0% 33 6.4% 31 6.0% 36 7.4% 0 .2% 7 1.6% dairy product 14 2.2% 2 .6% 2 .0% Percent N Missing Percent N Total Percent what is your shopping per month at More * you normally shop in more for Crosstabulation you normally shop in more for grocery what is your shopping per month at More 3000-4000 1000-2000 Count % of Total Count % of Total 5000-6000 Count % of Total 7000-8000 Count % of Total 9000-10000 Count % of Total Total Count % of Total 82 16.0% 2 .4% 0 .0% FMCG 115 23.6% 2 .0% vegetable 79 15.6% 0 . H1: Depending upon the price.4% 3 . Case Processing Summary Cases Valid N what is your shopping per month at More * you normally shop in more for 500 100. availability and quality customers give more preference to national brands than private brands.2% .4% 0 .8% crockery 18 3.8% 28 5.6% 11 2.0% 0 .4% 120 24.0% 500 100.6% 12 2.8% 13 2.HYPOTESIS H2: HO: Depending upon the price.4% 23 4. availability and quality customers do not give more preference to national brands than private brands.0% 174 34.

Sig. Conclusion – customer prefer more gorcery items .Chi-Square Tests Asymp.7%) have expected count less than 5.519 2.043 .18.114 27.495 500 a. The minimum expected count is . (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 31. 14 cells (46.987 a df 20 20 1 sided) .121 .

0 100.0 how often you visit More Observed N my first time once a week once in a two week once a month twice a month Total 58 141 104 140 57 500 Expected N 100.0 .0 41.0 -43.0 125.0 125.0 4.0 -89.0 58.0 125.0 100.0 100.HYPOTESIS 01 H0: Age of the product and selection of the visiting at More outlet are independent of each other.0 100. H1: Age of the product and selection of the visiting at More outlet are dependent of each other.0 40.0 -95.0 Residual -42.0 Residual 126. Chi-Square Test AGE Observed N less then 25 26-40 41-50 above 50 Total 251 183 36 30 500 Expected N 125.

895E2 a visit More 69. b.0. 0 cells (. The minimum expected cell frequency is 100.100 b 3 .0%) have expected frequencies less than 5.0. 0 cells (. Sig.000 4 . 2. NO 1) . CUSTOMER PREFERENCE (GRAPH.0%) have expected frequencies less than 5.Test Statistics how often you AGE Chi-Square Df Asymp. The minimum expected cell frequency is 125.000 a.

05. Therefore.540. Ha is rejected and H0 is accepted.Conclusion – Inferences: As pearson chi square is . Therefore. age of the respondent and selection of the outlet are independent of each other. which is greater than 0. .

HYPOTESIS 02 Objective No:6 H0: In navanagar the More outlet is well plan visual merchandising for private brands as compared with national level brand H1: In navanagar the More outlets is No well plan visual merchandising for private brands as compared with national level brand VISUAL MERCHANDISE (GRAPH. NO 2) .

0 -89.0 58. 0 cells (.0. The minimum expected cell frequency is 125.0 Residual 126.GENDER HYPOTESIS AGE Observed N less then 25 26-40 41-50 above 50 Total 251 183 36 30 500 Expected N 125.0%) have expected frequencies less than 5.0 -95.000 .0 Test Statistics AGE Chi-Square Df Asymp. Sig.0 125. 2.0 125.0 125. a.895E2 a 3 .

05. Therefore.Inferences: As pearson chi square is .445. which is greater than 0. Therefore. gender of the respondent and selection of the outlet are independent of each other. Ha is rejected and H0 is accepted. .

GRAPH 4 SHOPPING PER MONTH .

P  Books Retail Management Suja Nair  Journals and Magazines .com  Company Brochure Pamphlets.more.BIBLIOGRAPHY www. Advertisements  Information collected from company guide Mr.Rohan.