METRO CASH & CARRY PVT LTD.

JAIPUR

TOPIC :- “Behavior of consumer towards

metro cash & carry and impact of
promotional strategy on consumer’s
behavior”
Submitted by - Shubham Amberiya
BBA IIIrd Year ( Section-B)
2017PUSOMBBXX02524
 The Objective of consumer behavior
analysis is to find out the attitudes of the
consumer about a product. Their
preferences, likes and dislikes which lead to
the further modernization of the sales
strategies by the marketer.
 To understand what consumer behavior is
and the different types of Consumers.
 To understand the relationship between
consumer behavior and the marketing
concept .
 To understand how new technologies are
enabling marketers to better satisfy the
needs and wants of the customer .
 Metro Cash & Carry is an international self-service
wholesaler. It operates across Europe and in some countries
of asia and Northern Africa . It is the largest Sales division of
the German Trade and retail giant metro AG,
 Metro Cash & Carry is different from B2C retail chains (such
as Walmart , Carrefour or Tesco) in that its business concept
is targeted towards professional customers rather than end
customers. The Cash-and-carry concepr is based around
Self-service and bulk buying. Metro Cash & Carry serves to
registered customers only . Core customer groups are Hotels
, restaurants , caterers , traders and other business
professionals .
 Metro Cash & Carry operates in 35 countries over 750
wholesale markets with about 1,50,000 employees worldwide
. In financial year 2017/18 it generated sales of about $30
billion . Metro Cash & Carry is the wholesale division of
Metro, a Leading International Specialist in Wholesale and
Food Retail. The company Provides custom solutions to meet
the regional and international needs of its wholesale and
retail cuastomers.
 Metro Cash & Carry entered the Indian market in 2003. The
company currently operates twenty-four wholesale distributions
centers including six in Bangalore , Four in Hyderabad, two each
in Mumbai and Delhi and one each in Kolkata . Jaipur, Jalandhar,
Amritsar, Vijaywada ,Ahemdabad , Surat ,Indore &Lucknow.
 Metro Cash & Carry India’s core customers include small retailers
and kirana stores, hotels, restaurants caterers (HoReCa ),
corporates, SMEs, all types of offices, companies and
institutions, as well as self-employed professionals. Only
business customers are allowed to purchase at Metro, all of them
duly registered and provided with a customer registration card.
With considerable international expertise and a nuanced
understanding of the Indian market honed over the past ten
years , Metro Cash & Carry India is well positioned to cater to the
specific needs of all these customer segments.
 Metro Cash & Carry offers close to 7,000 world-class products
across a multitude of categories – such as fruits &vegetables ,
General grocery etc.
 Revenue - $29.4 Billion
 MISSION STATEMENT - “Metro Cash & Carry
Wholesalers for business and professionals .
METRO provides quality products and
business solutions at the lowest possible
prices”
 VISION STATEMENT – METRO will dominate
the cash & carry wholesale segment globally,
through our unique business formula which
improves the competitiveness of our
customers all over the world”
 Strengths
 Metro has the basic strength of low prices
with High Quality.
 Serving the customers with the wide variety
of products.
 Covering all business solutions under one
roof named METRO.
 Having the strong cash and carry business
background.
 Best location for such kind of big store and
also covering many areas
 Effieciently Using the place and excellent
Layout
 Less Awareness in Pakisthanregarding
Cash& Carry business.
 Although location for a big store is suitable
but outside the city and not suit for all
customers.
 No proper transportation for customers to
carry their products far away ,
 Limit of 3 persons on a single membership
card .
 Restriction of Shopping minimum Rs. 1000 .
 This dimension enlightens the views and research
findings of the researchers with regard to consumer
behavior and their decision making process. An attempt
has made to find out the various factors influencing
purchasing behavior of consumers through analytical
study of past researches .
 Kerby (1975) developed a model on consumer behavior.
After recognition of his need,consumer evaluates the
various available alternatives to satisfy his need. The
results of this stage are known as purposive actions
 Bitta and Della (1988) observed that consumer behavior
plays critical role in decidingmarketing segments and
marketing strategies. They recommend that consumer
behavior is studied to demystify the factors affected by
their behavior or expected.
 Henthrone et al. (1997) examined the three systematic
stages of decision makingprocess of consumers
(problem recognition stage, information searching stage
and final decision for purchase stage)
 Leppäniemi and Karjaluoto (2005) examined that four crucial
factors of acceptanceare choice (m-advertising should allow
users to decide whether or not to receive messages), control
(users could bypass sales messages easily), customization (users
should be able to filter the messages received) and mutual
benefit (users want to get something back)
 Zeithaml et al. (2007) emphasized on various ingredients of
services marketing suchas consumer behavior in services,
services designs and standards, delivering and performing
service and managing service promises. They elaborated
challenges and issues in service quality models (GAPS model) as
well as service preference models. The study analyzed the role of
customers as value maxi miser within the bounds of search
costs, limited knowledge, mobility and income.
 Schiffman and Kanuk (2007) study on information sources
related to consumersearches regarding to their desired product
or services. It has depicted in the research findings that
information search process can be categorized as internal and
external process. While internal search refers to the process
where consumers rely on their personal experiences and believe
whereas external search involves wide search of information
which includes addressing the media and advertising or
feedbacks from other people.
 Companies study consumer behavior to learn how consumers respond to
or use products. Whether testing new products or services, refining
existing products or designing new marketing campaigns, collecting
data about consumer behavior helps companies better target their
efforts. The data gathered may be objective, such as statistics about
purchasing habits, or subjective, such as consumer opinions about
products or issues. Research firms may use a variety of methods to
gather information and construct a complete profile of consumer
behavior .
Research Design and Methodology
 The sources of data used in this project report is both
primary and secondary data.
Primary data
 Primary data consists of original information gathered from
sample size 100 respondents who purchased articles from
Metro Cash and carry.
Secondary data
 Secondary data consists of information that already exists
and that was collected in the past for some other purposes.
Surveys and Questionairres
 Surveys and questionnaires differ in the amount of
information they can solicit. A survey is usually fairly
short and general. Questionnaires tend to be longer and
ask for more detailed information. A survey may consist
of a brief telephone call or a few questions in an online
poll. Surveys and questionnaires may collect objective
data, such as asking how many times a consumer
purchased or used an item, but more often they solicit
opinions about issues, products or services.
Researchers usually have no way to verify if those being
surveyed or questioned are answering honestly.
 The data collection tool used for the research is
Questionnaire to get the primary data for the empirical
“A study on Consumer Behavior“.
QUESTIONNAIRE
( Behavior of Consumers towards Metro Cash & Carry and Impact of Promotional Strategy on Consumer’s Behavior )
NAME
YOUR ANSWER
AGE
YOUR ANSWER
GENDER
MALE
FEMALE
OTHER
OCCUPATION
BUSINESS
PROFESSIONAL
STUDENT
OTHER
HOW FREQUENTLY DO YOU VISIT METRO
FIRST TIME
MONTHLY
WICE A MONTH
THREE MONTH & ABOVE
ARE YOU AWARE ABOUT CURRENT PROMOTION .
 YES NO MAY BE
IF YES THEN HOW DID YOU COME TO KNOW
IN STORE
SMS
NEWSPAPER ADD
EMAIL/WEBSITE
FRIENDS/KNOWN
DO QUALITY ADVERTISEMENTS CHANGE YOUR PERCEPTION ABOUT THE PRODUCT.
YES NO MAY BE
OFFER THAT YOU LIKED AT METRO ?
YOUR ANSWER
ANY OFFER YOU LIKED FEEL BETTER AT OTHER RETAILER ?
 (Behaviour of Consumers towards Metro Cash & Carry and Impact of
Promotional Strategy on Consumer’s Behaviour)
 NAME
 Filled by 51 customers of metro cash &carry
 AGE
 16 - 64
 GENDER
 MALE
 FEMALE
 OTHER
 OCCUPATION
 BUSINESS
 PROFESSIONAL
 STUDENT
 OTHER

HOW FREQUENTLY DO YOU VISIT METRO

 FIRST TIME

 MONTHLY

 TWICE A MONTH
•DO QUALITY ADVERTISEMENTS CHANGE YOUR PERCEPTION ABOUT THE
PRODUCT.
YES
NO
MAY BE
 Hence by this questionnaire one can understand about the behaviour of
consumer and their needs i.e
 In this questionnaire it is filled by 51 customers age between 16-
64.and at
 And in this 28 are male and 23 are female.
 29 of them were operate their own business , 6 were professionals , 7
are students and rest 9 are appears in other category.
 By this we know that 20 of them were visit metro monthly , 10 comes
twice a month and 14 comes first time for shopping in metro
 Out of that 23 are aware of current promotion and 20 are not aware
about current offers .
 In coming to store 17 are coming by smsinformation , 10 aware from
newspaper advertisements and rest are coming by the help of their
friends/known.
 By this we know perception about the product by its advertisements in
that 28 are agree with this and 15 are not in favour of it.
 Most of customers comes in metro for their cheap prices in
comparison to others and likes anniversary offers of Metro Cash & Carry
 In this we know the major competitor that is giving good offers too is
Reliance reitailStore .

 Thanks…