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8/16/2019 Project Main Pages

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1.1 ABOUT THE INDUSTRY

The Indian retail industry is now beinnin to e!ol!e in the line with the trans"or#ation that

has swe$t other lare e%ono#ies. It witnesses tre#endous rowth with the %hanin

de#ora$hi%s and an i#$ro!e#ent in the &uality o" li"e o" urban $eo$le. The rowin

a""luen%e o" India's %onsu#in %lass( the e#eren%e o" the new breed o" entre$reneurs and a

"lood o" i#$orted $rodu%ts in the "ood and ro%ery s$a%e( has dri!en the %urrent retail boo#

in the do#esti% #ar)et.

The %on%e$t retail whi%h in%ludes the sho$)ee$er to %usto#er intera%tion( has ta)en #any

"or#s and di#ensions( "ro# the traditional retail outlet and street lo%al #ar)et sho$s to

u$s%ale #ulti brand outlets( es$e%ially stores or de$art#ental stores. Thouh at this #o#ent(

it is still $re#ature to say that the Indian retail #ar)et will re$li%ate the su%%ess stories o"

na#es su%h as *al+,art stores( Sainsbury and Tes%o but at least the winds are blowin in the

dire%tion o" rowth.

Hen%e( "o%usin on two as$e%ts o" retail #ar)etin i.e. Store Retailin and Non+store

Retailin. Store Retailin as the de$art#ental store( whi%h is a store or #ulti brand outlet(

o""erin an array o" $rodu%ts in !arious %ateories under one roo"( tryin to %ater to not one or

two but #any se#ents o" the so%iety and Nonstore Retailin as the dire%t sellin( dire%t

#ar)etin( auto#ati% !endin.

There"ore( this %on%e$t o" retail #ar)etin throuh de$art#ental stores( whi%h is %o#in u$

in a bi way in India was de%ided to be studied in detail( throuh an e-$loratory and

%on%lusi!e resear%h.

The obe%ti!e bein to assess the !arious $ara#eters that in"luen%es a buyer to !isit or sho$ at

de$art#ental store thereby %ontributin to its turno!er /in ter#s o" sales and $ro"its0 hen%e

leadin to its o!erall su%%ess.

The e-tensi!e resear%h brouht #e to %on%lude that de$art#ental stores are soon e#erin on

the to$ $riority lists( a#onst the sho$$in s$ree in Delhi( as they see# to deri!e i##ense

$leasure o" %on!enien%e and e-$osure to !ariety under one roo"( in their e-tre#ely busy li!es(

when they don't ha!e ti#e "or thins.

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Thouh so#e o" the %usto#ers $er%ei!e de$art#ental stores to be e-$ensi!e and only hih

in%o#e %ateory's %u$ o" tea( the stores #a)e %onstant e""orts to indu%e the# to at least !isit

the store at on%e durin the sale $eriod( or dis%ount o""ers.

,ost o" these stores belie!e in %reatin not ust a #ar)etin a%ti!ity with its %usto#ers( but

rather "a!or relationshi$ buildin with hi# so as to %on!ert "irst ti#e %usto#ers into a %lient.

The word retail' #eans to sell or be sold dire%tly to indi!iduals. Retail is India's larest

industry( and aruably the one with the #ost i#$a%t on the $o$ulation. It is the %ountry's

larest sour%e o" e#$loy#ent a"ter ari%ulture( has the dee$est $enetration to rural India( and

enerates #ore than 12$er%ent o" India's 3D4. Howe!er( retailin in India has so "ar( been

#ostly in the hand o" s#all disorani5ed entre$reneurs. It is also India's least e!ol!ed

industries. In "a%t( it is not e!en %onsidered a real industry. The industry su""ers "ro# la%) o"

#anae#ent talent( $oor a%%ess to %a$ital( un"a!orable reulation and denial o" a%%ess to best

$ra%ti%es. The Indian retail industry is only now beinnin to e!ol!e in line with the

trans"or#ation that has swe$t other lare e%ono#ies. 6i"ty years o" restri%tin the %onsu#er

oods industry( a national #indset whi%h "a!ored denial o!er indulen%e( and a "ra%tured

su$$ly %hain "or ari%ultural $rodu%ts ha!e all %ontributed to $re!ent the de!elo$#ent o"

#odern tenants based on s%ale ad!an%e#ents and %onsu#er $re"eren%es.

India has so#e 17 #illion retail outlets( but #any o" these a%t #erely as subsisten%e $ro!iders

"or their owners and sur!i!e on a %ost stru%ture where labor and land is assu#ed to be "ree

and ta-es nil. 8o#$are this with the lobal retail industry( whi%h is one o" the world's larest

orani5ed e#$loyers( is at the %uttin ede o" te%hnoloy( and whi%h le!eraes s%ale and

s%o$e to o""er !alue+added ser!i%es to its %usto#ers.

Howe!er( only re%ently has there been an awa)enin in this se%tor( with #ore orani5ed

retailers startin to #a)e an i#$a%t. The liberali5ation o" the %onsu#er oods industry(

initiated in the #id+92s and a%%elerated throuh the :2s has beun to i#$a%t the stru%ture and

%ondu%t o" the retail industry. Ba%)ed by %hanin %onsu#er trends and #etri%s(

liberali5ation in #indsets dri!en by #edia( new o$$ortunities and in%reasin wealth( retailin

in India( $resents a !ast o$$ortunity "or a !ariety o" businesses + real estate( store desin ;

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o$erations( !isual #er%handisin loisti%s and %o##uni%ations( B78 ser!i%e $ro!iders( and

6,83 %o#$anies who %an add to their o""ers by $artnerin this re!olution.

The Indian Retailin Industry stands $oised to ta)e o"" into the 71st %entury. It is one o" the

"astest rowin se%tors in the nation that %aters to the world to ? $er %ent a year. The #iddle %lass dri!es retailin anywhere in

the world and this se#ent should ha!e reasonable in%o#e. The ne-t dri!er is a!ailability o"

!ariety o" oods( $rodu%ts and brands. The third one is @sense o" awareness.

In other de!elo$in e%ono#ies( this trans"or#ation has already beun. In #any o" these

%ountries( orani5ed retail already has a 2 $er%ent share o" the #ar)et( %o#$ared to India's%urrent le!els o" 7 $er%ent. As India oes throuh this trans"or#ation( new businesses with

sales o" 1billion C 7 billion US = will be %reated in ro%ery and o" 7>2#illion + >22#illion

US = in a$$arel. S#aller but still interestin o$$ortunities will be %reated in other se%tors li)e

boo)s( ele%troni%s( and #usi%. This trans"or#ation will also i#$a%t the su$$ly %hain in

ari%ulture( the ta- %olle%tions "ro# trade and the way $eo$le sho$.

In the last 12 years( all Southeast Asian %ountries li)e Indonesia( ,alaysia( Taiwan and orea

ha!e one throuh si#ilar $hases. 8hina( with a $er %a$ita in%o#e o" =>2+?22 $er annu#( is

oin throuh the sa#e $hase what India is also "a%in now. Euro$e went throuh this $hase

o" retail re!olution about 2+>2 years ao. It is belie!ed that when a %ountry's $er %a$ita

in%o#e rea%hes the le!el o" =1(722 $er annu#( orani5ed retailin beins to ta)eo!er. Thouh

India has a $er %a$ital in%o#e o" = 22( on the basis o" $ur%hasin $ower $arity /4440 it has

already hit the =1722 le!el. This does strenthen the belie" that $robably( the riht ti#e "or

orani5ed retailin to %li%) in India has %o#e.

This re$ort ai#s at $ro!idin an insiht into the e#erin trends in the industry and the

barriers to %hane and a $ers$e%ti!e on what this industry %ould be%o#e( usin the lobal

industry as the ba%)dro$.

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Retail: world largest industry

Retail( with total sales o" = . trillion( is the world's larest $ri!ate industry ahead o"

"inan%ial industries = >.1 trillion. It is also ho#e to a nu#ber o" the world's larest

enter$rises. O!er >2 o" the 6ortune >22 %o#$anies( and around 7> o" the Asian to$ >22

%o#$anies( are retailers. The industry a%%ounts "or o!er 9 $er%ent o" the 3D4 in western

e%ono#ies.

Retail: Largest private industry in the world economy

A Study by ,% insey states that orani5ed retail a%%ounts "or ust around 7 $er%ent /out o"

whi%h #odern retail "or#ats a%%ount "or ? $er%ent o" trade0 $resently is set to row at

e-$onential e-%eedin F> $er%ent. 6it%h esti#ates the %urrent share o" orani5ed retail to

row "ro# 7$er%ent $resently to around 1> to 72 $er%ent by 7212.

Table 1G

Retail 8onsu#$tion areas US = billion E-istin 8o#$anies in the orani5ed se%tor

6ood Retailin 1F2 6ood Ba5aar /4antaloon0 6ood *orld

Subhish)a.

8lothin ; A$$arel 17 4antaloon *estside( Sho$$ers Sto$

ewelry( *at%hes ? Tanish&( Titan( 3old Ba5aar /4antaloon0

Ho#e 6urnishin > Ho#e Store( Ar%us /4antaloon0

6oot wear 1.? Bata( *oodland

Beauty 8are F. J88( Health ; 3low

Sour%eG e%ono#i% ti#e's industry re$ort

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http://www.valuenotes.com/asps/IndustryArticles.Asp?Cat=I&Id=44http://www.valuenotes.com/asps/IndustryArticles.Asp?Cat=I&Id=44http://www.valuenotes.com/asps/CompanyArticles.Asp?Cat=C&Id=106http://www.valuenotes.com/asps/CompanyArticles.Asp?Cat=C&Id=64http://www.valuenotes.com/asps/CompanyArticles.Asp?Cat=C&Id=64http://www.valuenotes.com/asps/CompanyArticles.Asp?Cat=C&Id=106http://www.valuenotes.com/asps/CompanyArticles.Asp?Cat=C&Id=64http://www.valuenotes.com/asps/IndustryArticles.Asp?Cat=I&Id=44


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Traditionally( #ost retailers ha!e had !ery lo%ali5ed o$erations. This lo%ali5ed nature o" the

industry is %hanin as retailers "a%e low rates o" rowth and threatened $ro"itability at ho#e.

New eora$hies will hel$ the# sustain to$+line rowth as well as $er#it lobal sour%in.

4ro"its in retail ha!e steadily been risin and ha!e enerated 19 $er%ent shareholder returns

between 1:: and 1:::. Sini"i%antly( retail is also one o" the world's larest e#$loyers(

a%%ountin "or instan%e 1 $er%ent o" the US wor)"or%e( 4oland 17 $er%ent( 8hina 9$er%ent(

India 12 $er%ent and Bra5il $er%ent. 6a%tors su%h as s%ale in sour%in( #er%handisin(

o$erational e""e%ti!eness and a#bien%e ha!e dri!en the s$read o" orani5ed retail.

3ro%ery( ele%troni%s are e-a#$les o" %ateories that %o#$ete on the strenth o" better $ri%in(

whi%h in turn is dri!en by su$erior sour%in and #er%handisin and %ost+e""i%ient o$erations.

*al+,art( Ho#e De$ot and in"isher are ben%h#ar) retailers in these "ields.

In a$$arel( ho#e "urnishins and "urniture( the ad!antae is dri!en by the #ar)eters' ability

to $ro!ide better $rodu%ts in a %o#"ortable a#bien%e at a""ordable $ri%es. In these %ases

sour%in %a$ability has to be ba%)ed by stron desin %a$ability and store #anae#ent.

IEA and 3A4 are ood e-a#$les o" this #odel o" retailin.

O!er the last "ew de%ades( retail "or#ats ha!e %haned radi%ally. The basi% de$art#ent stores

and %o+o$erati!es o" the early 72th 8entury ha!e i!en way to #ass #er%handisers(

hy$er#ar)ets( warehouse %lubs( %ateory )illers( dis%ounters and %on!enien%e stores. Ea%h o"

these "or#ats has been dri!en by #ar)eter's need to o""er rele!ant( distin%ti!e and e%ono#i%

$ro$ositions to an e!ol!in %onsu#er base.

3lobal retailers ha!e also rea%hed a $osition o" strenth that enables their brand to be

le!eraed a%ross a wide rane o" ser!i%es. ,any o" the# ha!e e-$anded their o""erin( o!er

the years to in%lude "uel retail( %ar retail( %on!enien%e ser!i%es and $ersonal "inan%ialser!i%es. This has $ut the# in a $osition where they are not only beinnin to %a$ture rowth

"ro# eora$hi%al e-$ansion( but are also enterin lare new areas o" business.

The re%ent e!olution o" the Internet has hel$ed "urther broaden the s%o$e o" o$erations o"

lare retailers. 6urther( a lare nu#ber o" retailers are $ursuin inno!ati!e areation and

su$$ly %hain+strea#linin initiati!es usin B7B te%hnoloy.

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Top 10 Retailers Worldwide

Ran) Retailer No o" stores

owned

Sales in US=

,illions

1 *all+,art Stores In%. /USA0 1?9 =192(?9?

7 8arre"our 3rou$ /6ran%e0 91F2 =1(2?

F The roer 8o. /USA0 F> =:(222

The Ho#e De$ot( In%. /USA0 11F =>(?F9

> Royal Ahold /Netherlands0 ?1>2 =>(?7:

,etro A3 /3er#any0 71: =(19:

? #art 8or$oration /USA0 712> =F?(279

9 Sears( Roebu%) and 8o. /USA0 77F1 =F(97F

: Albertson17 =F(?7

12 Taret 8or$oration /USA0 1F2? =F(F7

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1.2 ABOUT COMPANY PROFIL

ABOUT BI! BA"AAR

A#o$t Bi% Ba&aar 8hain o" Retail store in India

O$t let 1F7 out lets

Jo%ated in India

Pare't %ro$p 6uture rou$

Ow'er ishore Biyani /8EO0

Fo$'ded 7221

(ead )$arter oeswari ( ,u#bai

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I'd$str* Retail

We#site www.biba5ar.%o#

Ta% li'e Is se sasta aur a%hha )ahin nahi.

Bi% Ba&aar is not ust another hy$er#ar)et. It %aters to e!ery need o" your "a#ily. *here Bi

Ba5aar s%ores o!er other stores is its !alue "or #oney $ro$osition "or the Indian %usto#ers.

At Bi Ba5aar( you will de"initely et the best $rodu%ts at the best $ri%es + that rural lo%ations a%ross India. The rou$

owns se!eral leadin "or#ats in%ludin 4antaloons( Bi Ba5aar( 6ood Ba5aar( Ho#e Town(

eKone and 8entral. 4antaloon Retail was awarded the International Retailer o" the Year +

722?( by the US+based National Retail 6ederation( the larest retail trade asso%iation and the

E#erin ,ar)et Retailer o" the Year 722? at the *orld Retail 8onress in Bar%elona.

6uture 3rou$ belie!es in de!elo$in stron insihts on Indian %onsu#ers and buildin

businesses based on Indian ideas( as es$oused in the rou$


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A#o$t F$t$reBa&aar.,o-

6utureBa5aar.%o# is the e+%o##er%e ar# o" the 6uture 3rou$. 6utureBa5aar $ro!ides an

interated sho$$in site where %onsu#ers are able to buy $rodu%ts "ro# our "lashi$ stores

in%ludin eKone( 4antaloons and Bi Ba5aar online and et ho#e deli!ery o" $rodu%ts.

6utureBa5aar deli!ers a%ross #ore than 1>22 %ities and towns in India %o!erin 1(222 $in

%odes. 6utureBa5aar %arries enuine $rodu%ts and o""ers #anu"a%turer


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I/ION OF BI! BA"AAR

To deli!er e!erythin( e!erywhere( e!ery ti#e( to e!ery Indian %usto#er in the #ost

$ro"itable #anner

CU/TOMR /!MNTATION

L Bi ba5aar tarets hiher and u$$er #iddle %lass %usto#er.

L The lare and youn wor)in $o$ulation is a $re"erred %usto#er se#ent.

L Bi ba5aar s$e%ially tarets wor)in wo#en.

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MOR RTAIL /TOR

ORI!IN OF T( OR!ANI/ATION.

The year 722?( "or oranised retail has beun with a ban. Birlas( who were #ullin o!er

their entry in #ulti "or#at #ulti brand retail "or &uite so#e ti#e( ha!e "inally arri!ed. The

Rs. 2(222 %rore( Aditya Birla rou$( throuh unlisted Aditya Birla Retail( in a sinle stro)e(

has a%&uired a bou&uet o" o!er 1?7 retail stores( o$eratin in southern India( with

$redo#inant $resen%e in Andhra 4radesh( under $o$ular brand na#es o" Trinethra and

6ab#all. *hile #ost o" the rou$ stores o$erate under Trinethra brand( stores lo%ated in

arnata)a and erala o$erate under 6ab#all brand( althouh( >2(222 s&. "t. bi hy$er#ar)et

in ,ysore is )nown as 6ab%ity.

Trinethra( $rior to this a%&uisition( was aressi!ely $ursuin its $lan to set u$ new stores in

tier II %ities su%h as ,ysore( 8oi#batore and Tiru$ur in southern reion o" the %ountry.

Trinethra( whi%h has ado$ted %on!enien%e and su$er#ar)et "or#ats( is "o%used on sellin

"ood and ro%eries in residential areas( althouh so#e o" the stores also o""er $har#a%euti%al

$rodu%ts. Trinethra also o""ers !alue+added ser!i%es li)e "ore- re#ittan%es and bill $ay#ents.

A ty$i%al Trinethra store ad #easures around 7(>22 s&."t. in retail s$a%e. The %hain o" stores

are ser!i%ed by an in"rastru%ture o" %entral warehouses in Andhra( arnata)a( Ta#ilnadu and

erala( with a s$a%e o" about >2(222 s& "t ea%h

Aditya Birla Retail Ji#ited re+brands its 6ab#all ro%ery su$er#ar)ets to -ore.( a na#e

re"le%ti!e o" its %o##it#ent to o""erin %onsu#ers a #ore "ul"illin retail e-$erien%e. The re+ brandin "ollows the a%&uisition o" the Trinethra Su$er Retail that in%ludes the retail brands

6ab#all( Trinethra and 6ab8ity by Aditya Birla Retail in anuary 722?.

The two de%ades old( Rs. 7>2 %rore( 7(>22 e#$loyees stron( Hyderabad based( Trinethra

rou$( oriinally was "ounded by ,r Ananeyulu a))era.

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Adit*a Birla Retail Li-ited is the retail ar# o" Adit*a Birla !ro$p( a USD 79 billion

8or$oration. The 8o#$any !entured into "ood and ro%ery retail se%tor in 722? with the

a%&uisition o" a south based su$er#ar)et %hain. Subse&uently Adit*a Birla Retail Ltd.

e-$anded its $resen%e a%ross the %ountry under the brand M-ore.M with 7 "or#ats

/$per-aret (*per-aret.

/$per-aret

-ore. "or you + 8on!eniently lo%ated in neihbourhoods( -ore. su$er#ar)ets %ater to the

daily( wee)ly and #onthly sho$$in needs o" %onsu#ers. The $rodu%t o""erins in%lude a

wide rane o" "resh "ruits ; !eetables( ro%eries( $ersonal %are( ho#e %are( eneral

#er%handise ; a basi% rane o" a$$arels. 8urrently( there are o!er 22 -ore. su$er#ar)etsa%ross the %ountry.

(*per-aret

More .M!ASTORE + is a one+sto$ sho$$in destination "or the entire "a#ily. Besides a

lare rane o" $rodu%ts a%ross "ruits ; !eetables( ro%eries( 6,83 $rodu%ts(

-ore.M!ASTORE also has a stron e#$hasis on eneral #er%handise( a$$arels ; 8DIT.

8urrently( two hy$er#ar)ets o$erate under the brand -ore.M!ASTORE in ,ysore and

adodara.

Ow' la#el Food Bra'ds

-ore.( 6easters( it%hen


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ite#s( ranin "ro# basi% ne%essities su%h as( "ruits and !eetables( sta$les( $ersonal %are(

ho#e %are( household %are $rodu%ts( eneral #er%handise( and dairy $rodu%ts( -ore. "or you

$ro!ide a one sto$ solution "or your ro%ery sho$$in needs. Also in store are essentials su%h

as( innerwear( )ids essentials( and a $har#a%y( ba)ery and a #obile store. *ith a rane o"

o!er (222 $rodu%ts( we are able to "ul"ill your daily sho$$in needs all under one roo"( at a

%on!enient lo%ation %lose to you.

The -ore. "or you $ro#ises a world %lass sho$$in e-$erien%e( with a #odern store layout(

easy to sho$ with "riendly sta"" at hand to $ro!ide assistan%e( ele%troni% billin "a%ilities and a

%olor"ul a#bien%e. At -ore. "or you we o""er branded "ood and ro%ery $rodu%ts sour%ed

"ro# the leadin brands "ro# all o!er India( alon with $ri!ate label brands "ro# our own $ort"olio + a!ailable in a broad sele%tion "or you( always i!in you the best $ossible !alue "or

your #oney.

,ORE

At #ore. "or you we are %o##itted to deli!er &uality ; !alue to our %usto#ers and ha!e a

rane o" $ri!ate label brands as well as %o##er%ially branded $rodu%ts( o""erin + 122

satis"a%tion on the &uality o" the $rodu%ts ; ser!i%es o""ered.

#ore. "or you hosts a rane o" $ri!ate label brands a%ross !arious %ateories that "ollow

strinent &uality nor#s( and are a!ailable in attra%ti!e $ri%es and $a%)ain. Our $re#iu#

$rodu%ts i!e you the o$$ortunity to enoy the di""eren%e and &uality that is e&ual to or better than the #ar)et


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To ensure the "reshest su$$ly o" "ruits and !eetables "or you( we ha!e built dire%t lin)ae

with the "ar#ers.

,ORE $ro!ide so#e $ri!ate labels also(

Own label 6ood Brands

o #ore.(

o 6easters.

o it%hen


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3ro%ery

3eneral ,er%handise

Ho#e 8are 4rodu%ts

Ho#e Needs ; Ho#e U$)ee$

Ho#e De%or 4rodu%ts

,obile Store

4ersonal 8are ; 8os#eti%s

4ro%essed 6ood

4har#a%y

Ready to 8oo)P4re$ared 6ood

#all *hite A$$lian%es

Sta$les

Stationery

*o#en


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Be!eraes

Boo)s and Audio ; ideo

8o#$uter ; A%%essories

Do it yoursel"

Auto A%%essories

Ele%troni%s

6,83 4rodu%ts

6ootwear

6ro5en ; Dairy 4rodu%ts

6ruits ; eetables

6urniture

3eneral ,er%handise

Ho#e 8are 4rodu%ts

Ho#e De%or 4rodu%ts

Ho#e Needs ; Ho#e U$)ee$

In"ant ; 8hildren


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4ersonal 8are ; 8os#eti%s

4ro%essed 6ood

Ready to 8oo)P4re$ared 6ood

S#all *hite A$$lian%es

S$ortin 3oods

Sta$les

Stationery

Sun 3lasses ; 6ine ewellery

Two *heelers

Toys

Ser!i%es

6or your additional bene"it( 8onsu#er 6inan%e on ele%troni%s $rodu%ts su%h asG Audio ;

ideo and Jare *hite A$$lian%e are a!ailable at #ore.

,E3ASTORE

6riendly Return ; E-%hane 4oli%y.

Hassle "ree Return ; E-%hane $oli%y at #ore ,E3ASTORE.

In %ase you %hane your #ind( we at #ore. ,E3ASTORE would be $leased to e-%hane the

sa#e "or you + no &uestions as)ed( as lon as it is in its oriinal $a%)ain and a%%o#$anied

by its in!oi%e.

In %ase( an e-%hane is not re&uired( you will be issued a i"t %ard e&ual to the billed !alue(

whi%h %an be utili5ed within the store as $er your %on!enien%e.

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4i%) the $er"e%t i"t with + #ore. ,E3ASTORE 3i"t 8ard s#art( $ra%ti%al( and truly

a$$re%iated. Our i"t %ards are always the $er"e%t i"t whi%h %an be used at the #ore

,E3ASTORE by the re%i$ient to $ur%hase any i"t o" hisPher %hoi%e any ti#e.

Our 3i"t 8ards easily a!ailable at the 8usto#er Su$$ort Hel$ Des) lo%ated at #ore.

,E3ASTORE

,ar)et 4ro"ile ,ORE

Birla rou$ instead o" settin u$ its own retail outlets a$art "ro# their own ,adhura ar#ent

outlets( are tryin to enter into the retail business by a%&uirin already established retail

%hains. The %o#$any is #ainly %on%entratin to establish its "oot in Southern India than

%o#$etin with others in #ost a""luent #etro and northern reions.

To start with Birla rou$ a%&uired Trinethra Su$er Retail %hain that #ainly o$erated in Andhra

4radesh with so#e $resen%e in erala and arnata)a. Trinethra started retail business #u%h

be"ore anyone %ould i#aine the rowth o" the se%tor as it is today. Trinethra started in way

ba%) 1:9 in the twin %ities o" Hyderabad+Se%underabad had re!enues o" Rs 7>2 %rores "ro#

its 1?7 stores whi%h are #ostly the si5e o" Relian%e 6resh ro%eries stores Q7(>22 s"t + F(222

s"t. A$art "ro# its ro%ery retail %hain( Trinethra has also brouht online sho$$in $ortal

6ab#all to the "old o" A Birla rou$.

Birla's a%&uirin #ar%h does not sto$ here. The %o#$any is $lannin to a%&uire 4ira#id Retail

and Niliiris. The latter will i!e Birla Retail( $an south+India $resen%e. They are also

$lannin to o$en 1?7 hy$er#ar)ets and su$er#ar)ets startin "ro# 4une.

A$art "ro# o$eratin two hy$er#ar)et stores under the u#brella brand na#e o" @,ore.. "or

you at ,ysore and adodara( the retail ar# o" the rou$ o$erates around ?2 su$er#a)et

"or#at( neihbourhood "ood( ro%ery( and eneral #er%handise( stores a%ross the %ountry.

These stores in%lude the erstwhile stores o" Trinethra retail %hain( whi%h a"ter the a%&uisition

were also re%hristened as ,ore' stores.

,ore( under the stewardshi$ o" its new 8EO Tho#as arhese( an old Birla hand( who was

ro$ed in a"ter the Su#ant Sinha( has ta)en se!eral initiati!es to re!a#$ the o$erations o" the

loss #a)in %hain. So#e o" the initiati!es in%ludeG 8lose so#e o" the non $er"or#in stores.

Ta)e a re+loo) at the desin( $ositionin and #er%handise o""ered by the retail %hain. 6o%us

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#ore on lare si5ed stores. The retailer will set u$ hy$er#arts o" F2(222 to 2(222 s&. "t. s$%e

ea%h. Aressi!ely e-$andin the retail networ) add 722 Su$er#ar)et stores and 17

Hy$er#art stores in 722:+12.Reneotiation o" $ro$erty rentals "or al#ost all leased $ro$erties

with their landlords. The rents in so#e %ases ha!e %o#e down by F2 to 2 $er%ent.

Introdu%tion o" $ri!ate labels( #ostly in "ast #o!in %onsu#er $rodu%ts %ateory( to in%rease

share o" $ri!ate labels to 2 $er %ent in the ne-t to > years.

Joo) "or earnin rent "ro# 'sho$+in+sho$' o$$ortunities. Re%ently( Dial "or Health' wellness

retail %hain owned by Kydus rou$ has in)ed an aree#ent to set u$ su%h outlets in 3uarat

and ,aharashtra.

Joo) "or a "inan%ial $artner. @*e are not loo)in at a stratei% $artner. *e will be ha$$y toha!e a "inan%ial $artner. *e ha!e re%ei!ed lots o" $reli#inary interest "ro# in!estors. *e

would be o$en to this idea( said u#ar ,anala# Birla. So#e $ri!ate e&uity "ir#s li)e

*arbur 4in%us are belie!ed to ha!e shown interest e&uity sta)e in the %o#$any.

Aditya Birla rou$( in%identally( also o$erates F2 a$$arel stores a%ross the %ountry o" brands

li)e Jouis 4hilli$$e( an Heusen( Allen Solly and Es$rit in the li"estyle and !alue "ashion

se#ents. These stores are o$erated by ,adura 3ar#ents Ji"estyle ; Retail and 4eter

Enland 6ashions ; Retail( whi%h are $art the rou$'s "lashi$ %o#$any Aditya Birla Nu!o.

The ar#ents business( whi%h %lo%)ed turno!er o" 7?F.F %rore /7217+1F0 and a nett loss o"

Rs. 97.7 %rore durin the &uarter( has also e#bar)ed on se!eral #easures to ste# the rot(

in%ludin %losure o" F2 stores that will sa!e around Rs 122 %rore a year.

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7.1 ABOUT THE TO4I8

8onsu#er $er%e$tion theory is any atte#$t to understand how a %onsu#er's $er%e$tion o" a

$rodu%t or ser!i%e in"luen%es their beha!ior. Those who study %onsu#er $er%e$tion try to

understand why %onsu#ers #a)e the de%isions they do( and how to in"luen%e these de%isions.

Usually( %onsu#er $er%e$tion theory is used by #ar)eters when desinin a %a#$ain "or a

$rodu%t or brand. Howe!er( so#e $eo$le study %onsu#er $er%e$tion in order to understand

$sy%holoy in a #u%h #ore eneral sense.

Perception is the $ro%ess by whi%h an indi!idual sele%ts( orani5es and inter$rets

in"or#ation in$uts to %reate a #eanin"ul $i%ture o" the world /Bernard Berelson ; 3ary

Steiner0.One o" the )ey ele#ents o" a su%%ess"ul #ar)etin stratey is the de!elo$#ent o"

$rodu%t and $ro#otional sti#uli that %onsu#ers will $er%ei!e as rele!ant to their needs.

Costumer Perception is the sele%tion( oranisation and inter$retation o" #ar)etin and

en!iron#ental sti#uli into a %oherent $i%ture /Henry Assael0. 4er%e$tion de$ends not only

on $hysi%al sti#uli( but also on the sti#uli's relation to the surroundin "ield and on

%onditions within the indi!idual. The )ey word is individual. Indi!iduals %an ha!e di""erent

$er%e$tions o" the sa#e obe%t be%ause o" three $er%e$tual $ro%essesG sele%ti!e attention(

sele%ti!e distortion( and sele%ti!e retention. Selective attention - 4eo$le are e-$osed to #any daily sti#uli su%h as ads #ost o"

these sti#uli are s%reened outa $ro%ess %alled selective attention. The end result is

that #ar)eters ha!e to wor) hard to attra%t %onsu#ers' attention. Throuh resear%h(

#ar)eters ha!e learned thatG People are more likely to notice stimuli that relate to a current need ( whi%h is why

%ar sho$$ers noti%e %ar ads but not a$$lian%e ads. People are more likely to notice stimuli that they anticipate su%h as "oods bein

$ro#oted on a "ood *eb site. People are more likely to notice stimuli whose deviations are large in relation to

the normal size of the stimuli su%h as a banner ad o""erin =122 /not ust =>0 o"" a

$rodu%t's list $ri%e. Selective distortion - E!en noti%ed sti#uli do not always %o#e a%ross the way that

#ar)eters intend. Selective distortion is the tenden%y to twist in"or#ation into

$ersonal #eanins and inter$ret in"or#ation in a way that "its our $re%on%e$tions.

Un"ortunately( #ar)eters %an do little about sele%ti!e distortion.

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Selective retention - 4eo$le "oret #u%h that they learn but tend to retain in"or#ation

that su$$orts their attitudes and belie"s. Be%ause o" selective retention, we are li)ely to

re#e#ber ood $oints #entioned about a $rodu%t we li)e and "oret ood $oints

#entioned about %o#$etin $rodu%ts. Sele%ti!e retention e-$lains why #ar)eters usedra#a and re$etition in #essaes to taret audien%es.

PRCPTUAL PROC//

The ste$s in the $er%e$tual $ro%ess areC Selection, Organisation and Interpretation.

PERCEPTUAL SELECTI!

The "irst %o#$onent o" $er%e$tion( sele%tion( re&uires %onsu#ers to be e-$osed to #ar)etin

sti#uli and to attend to these sti#uli. Three $ro%esses de"ine sele%tionG !posure, "ttention

and Selective Perception.

#POS$% -!posure o%%urs when %onsu#er's senses /siht( hearin( tou%h( s#ell0

are a%ti!ated by a sti#ulus. E-$osure to a sti#ulus either o%%urs or it does not.

8onsu#er's interest in and in!ol!e#ent with the sti#ulus is re"le%ted in the le!el o"

attention they de!ote to it. 8onsu#ers will $i%) and %hoose #ar)etin sti#uli based

on their needs and attitudes. The %ar buyer will be #ore attenti!e to %ar ads the

"ashion+%ons%ious %onsu#er will be #ore attenti!e to ads "or %lothin. "&&'&IO' -Attention is the #o#entary "o%usin o" a %onsu#er's %oniti!e

%a$a%ity on a s$e%i"i% sti#ulus. *hen %onsu#ers noti%e a T ad( new $rodu%t on a

shel" or a %ar in a showroo#( attention has ta)en $la%e. An i#$ortant $rin%i$le o"

attention is that the reater the %onsu#er's ada$tion le!el li)ely it is that attention will

ta)e $la%e. S(C&I) P%CP&IO' -8onsu#ers $er%ei!e #ar)etin sti#uli sele%ti!ely

be%ause ea%h indi!idual is uni&ue in the %o#bination o" his or her needs( attitudes(

e-$erien%es and $ersonal %hara%teristi%s. Sele%ti!e $er%e$tion #eans that two

%onsu#ers #ay $er%ei!e the ad!ertise#ent( $a%)ae or $rodu%t !ery di""erently.

Sele%ti!e $er%e$tion o%%urs at e!ery stae in the $er%e$tual $ro%ess at e!ery stae in

the $er%e$tual $ro%ess as illustrated in 6iure 1. Selective e!posure o%%urs be%ause

$eo$le's belie"s in"luen%e what they %hoose to listen or read. Selective Organisation

o%%urs be%ause $eo$le orani5e in"or#ation to be %onsistent with their belie"s.

Selective Interpretation o%%urs so that $er%e$tions %on"or# to $rior belie"s and

attitudes.

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6iure 1G &he Perceptual Process

PERCEPTUAL R"A!ISATI!

4er%e$tual oranisation #eans that %onsu#ers rou$ in"or#ation "ro# !arious sour%es into

#eanin"ul whole to %o#$rehend it better and to a%t on it. The basi% $rin%i$le o" oranisation

is interation( whi%h #eans that %onsu#ers $er%ei!e !arious sti#uli as an orani5ed whole.

Su%h an oranisation si#$li"ies in"or#ation $ro%essin and $ro!ides an interated #eanin"or the sti#uli. The #ost i#$ortant $rin%i$les o" $er%e$tual interation are those o" Closure,

*rouping and Conte!t .

C(OS$% - 8losure re"ers to a $er%ei!er's tenden%y to "ill in the #issin ele#ents

when a sti#ulus is in%o#$lete. 8onsu#ers ha!e a desire to "or# a %o#$lete $i%ture

and deri!e a %ertain a#ount o" satis"a%tion in %o#$letin a #essae on their own.

This $rin%i$le o$erates when %onsu#ers de!elo$ their own %on%lusions "ro#

#oderately a#biuous ad!ertise#ents.

22

EV4OSURE

ATTENTION

/LCTION

OR!ANI/ATION

8ATE3ORISATION

IN6EREN8E

INTRPRTATION


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*%O$PI'* - 8onsu#ers are #ore li)ely to $er%ei!e a !ariety o" in"or#ation as

%hun)s rather than as se$arate units. They interate !arious bits and $ie%es o"

in"or#ation into orani5ed wholes. 3rou$in in"or#ation $er#its %onsu#ers to

e!aluate one brand o!er another by usin a !ariety o" attributes. 4rin%i$les o" rou$in that ha!e e#ered "ro# 3estalt $sy%holoy are $ro-i#ity( si#ilarity and

%ontinuity. These $rin%i$les are re$resented in 6iure 7.

Pro3i-it*

/i-ilarit*

Co'ti'$it*

6iure 7G Principles of Organisation

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The tenden%y to rou$ sti#uli by pro3i-it* #eans that one obe%t will be asso%iated

with another be%ause o" its %loseness to that obe%t. Be%ause o" their !erti%al

$ro-i#ity( the 17 dots in 6iure 7 are seen as three %olu#ns o" "our dots rather than

"our rows o" three dots. ,ost ad!ertisin uses $rin%i$les o" $ro-i#ity by asso%iatin

the $rodu%t with $ositi!e sy#bols and i#aery that are %lose to the $rodu%t.

8onsu#ers also rou$ $rodu%ts by si-ilarit*. The eiht s&uares and "our %ir%les in

6iure 7 are rou$ed in three sets be%ause o" their si#ilarity + two sets o" s&uares o"

"our s&uares and one set o" "our %ir%les.

8onsu#ers also rou$ sti#uli into uninterru$ted "or#s( rather than into dis%ontinuous

%ontours( to attain ,o'ti'$it*. The dots in the third $art o" 6iure 7 are #ore li)ely to

be seen as an arrow $roe%tin to the riht than as %olu#ns o" dots. A$$lyin

%ontinuity to a retail store #eans that there should be no shar$ brea)s "ro# one sales

station to the ne-t by ty$e o" #er%handise. The transition should be reasonably

%ontinuous.

CO'&#& + 8onsu#ers tend to $er%ei!e an obe%t by the %onte-t in whi%h it is

shown. The #ost i#$ortant $rin%i$le o" %onte-t is 4i%$re and %ro$'d.

6iure FG +igure and *round

3estalt $sy%holoists state that in orani5in sti#uli into wholes( indi!iduals will

distinuish sti#uli that are $ro#inent /the "iure that is enerally in the "oreround0

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"ro# sti#uli that are less $ro#inent /those in the round or ba%)round0. 6iure F

shows the $rin%i$le o" "iure and round. The $i%ture %an be seen as a oblet /"iure0

with a dar) ba%)round or as two $ro"iles /"iure0 with a lihter ba%)round.

Ad!ertisers see) to ensure that the $rodu%t is the "iure and the settin is the

ba%)round.

PERCEPTUAL I!TERPRETATI!

On%e %onsu#ers sele%t and orani5e sti#uli( they inter$ret the#. Two basi% $rin%i$les hel$

%onsu#ers inter$ret #ar)etin in"or#ation. The "irst $rin%i$le in!ol!es a tenden%y to $la%e

in"or#ation into loi%al %ateories. Cate%ori&atio' hel$s %onsu#ers $ro%ess )nown

in"or#ation &ui%)ly and e""i%iently. 8ateori5ation also hel$s %onsu#ers %lassi"y new

in"or#ation. I'4ere',e in!ol!es the de!elo$#ent o" an asso%iation between two sti#uli. 6or

e-a#$le( %onsu#ers #iht asso%iate a hih $ri%e with &uality.

P%CP&$"( C"&*O%IS"&IO' - ,ar)eters see) to "a%ilitate the $ro%ess o"

$er%e$tual %ateori5ation. They want to #a)e sure %onsu#ers re%oni5e a brand as

$art o" a $rodu%t %lass( but do not want their brand to be a dire%t du$li%ate o" other

brands. 4rodu%t $ositionin atte#$ts to establish both $rodu%t %ateori5ation and

$rodu%t uni&ueness. P%CP&$"( I'+%'C - 8onsu#ers de!elo$ in"eren%es about brands( $ri%es(

stores( and %o#$anies. These in"eren%es are belie"s %onsu#ers "or# about obe%ts

"ro# $ast asso%iations. 8onsu#ers #ay asso%iate a Je!i's eans with &uality and

style. This in"eren%e is based on word+o"+#outh %o##uni%ation "ro# "riends and on

ad!ertisin "or the eans.

arketing Implications of Perceptual Inference

8onsu#ers tend to "or# i#aes o" brands( stores and %o#$anies. An i#ae is a total

$er%e$tion o" the obe%t that %onsu#ers "or# by $ro%essin in"or#ation "ro# !arious sour%es

o!er ti#e. 8onsu#ers "ro# i#aes in two waysG

a# They draw in"eren%es about brands and $rodu%ts "ro# en!iron#ental sti#uli su%h as

ads or word+o"+ #outh %o##uni%ation with "riends and neihbours.

$# They draw these in"eren%es internally by de!elo$in "antasies that is thouhts thatare not based on reality.

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P%IC P%CP&IO'

One o" the #ost i#$ortant a$$li%ations o" %onsu#er $er%e$tions to #ar)etin stratey is in

the area o" $ri%e. 8onsu#er's $ri%e $er%e$tions dire%tly in"luen%e their $er%e$tions o" brand

&uality and "re&uently deter#ine their $ur%hasin beha!ior. 8onsu#er's $ri%e $er%e$tions

#ay a$$ear to be a si#$le #atter o" deter#inin a $rodu%t's $ri%e based on an ad or on

obser!ation in a store. Howe!er( it is not that si#$le be%ause /10 %onsu#ers ha!e %ertain

e-$e%tations about what $ri%es are or should be /70 these e-$e%tations #ay or #ay not re"le%t

the a%tual $ri%e and /F0 %onsu#ers "re&uently asso%iate $ri%e le!el with the $rodu%t's &uality.

P%IC - $"(& %("&IO'S/IP

3enerally( when %onsu#ers do not ha!e su""i%ient in"or#ation about $rodu%t &uality they use

$ri%e as an indi%ation o" &uality. Sin%e these %onsu#ers )now little about the $rodu%t( they

are less li)ely to be in!ol!ed. 8on!ersely( %onsu#ers with in"or#ation about $rodu%t

%hara%teristi%s are less li)ely to #a)e $ri%e + &uality in"eren%es. These %onsu#ers are #ore

li)ely to be in!ol!ed with the $rodu%t %ateory.

2.2 LITRATUR RIW

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Attributes a""e%tin %onsu#er e!aluation o" retail store "or#ats has been a sube%t o" wide

resear%h and has been studied "ro# !arious $ers$e%ti!es. So#e o" the related studies areG

er-a a'd Mada' 520116 in a study %ondu%ted in Indian %onte-t hihlihted that retailers

are o""erin newer ser!i%e di#ensions to %reate uni&ue sho$$in e-$erien%es "or the

%usto#ers. Howe!er( whether %onsu#ers are able to $er%ei!e newer ser!i%e di#ensions and

ettin a""e%ted "or store $atronae in new store "or#ats or not( re#ains to be "ound out.

They e#$hasi5ed the "a%t that Indian retail en!iron#ent is oin throuh a sea %hane due to

the introdu%tion o" new "or#ats and o$enin u$ o" retail industry( it be%o#es i#$ortant to

understand the store i#ae $er%e$tions o" %onsu#ers here. The study atte#$ted to "ind out

the )ey "a%tors that are $er%ei!ed as i#$ortant to Indian %onsu#er in e!aluation o" a retail

"or#at.

7a*award+e'a 520116 in a study %ondu%ted in 8entral India( tested a %on%e$tual #odel o"

the e""e%ts o" %usto#er and ser!i%e orientation /SO0 beha!iours o" indi!idual retail e#$loyees

on indi!idual %usto#ers' $er%e$tions o" ser!i%e en%ounter &uality /SE0( ser!i%e &uality

/S0( !alue( satis"a%tion( and beha!ioural intentions /BI0.The sa#$le was %usto#ers o" a

su$er#ar)et in %entral India( and they %o#$leted &uestionnaires "ollowin #all inter%e$t. To

test the hy$otheses( stru%tural e&uation #odellin was e#$loyed. They "ound that ser!i%e and

%usto#er orientation /8O0 beha!iours are $ositi!ely related to SE and S SE is

$ositi!ely related to S and %usto#er satis"a%tion S is $ositi!ely related to !alue

$er%e$tions and %usto#er satis"a%tion and %usto#er satis"a%tion is $ositi!ely related to retail

%usto#ers' BI. Howe!er the study "ound that !alue is not related to %usto#er satis"a%tion.

!+os+8 Tripat+i a'd 9$-ar 520106 in their study %ondu%ted in Indian %onte-t( atte#$ted to

address issues related to store attributes and their rele!an%e in the store "or#at sele%tion.

Ele!en !ariables /store attributes0 had been identi"ied based on theory and ud#ent. 6a%tor

analysis had yielded three "a%torsG 8on!enien%e and ,er%handise ,i-( Store At#os$heri%s(

and Ser!i%es. The "a%tors identi"ied and re%o##endations #ade would be o" use to retailers

in desinin their outlets with store attributes that would #eet the e-$e%tations o" sho$$ers

and thus #oti!ate the# towards store $atronae de%isions.

Ali8 9apoor a'd 7a'aira-a' 520106 in a study %ondu%ted on households o" 3o#tinaar

area o" Ju%)now %ity analy5ed a #ar)etin stratey "or a #odern 6ood and 3ro%ery #ar)et

based on %onsu#er $re"eren%es and beha!iour. The resear%hers $ersonally sur!eyed a total o" 121 households ha!in su""i%ient $ur%hasin $ower usin stru%tured &uestionnaire. The

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results indi%ated that $re"eren%es o" the %onsu#ers were their $riority "or %leanliness and

"reshness o" "ood $rodu%ts "ollowed by $ri%e( &uality( !ariety( $a%)ain( and a!ailability o"

non+seasonal "ruits and !eetables. It was "ound that the %onsu#ers< $re"eren%es o"

#ar)et$la%e larely de$end on the %on!enien%e in $ur%hasin at the #ar)et$la%e alon with

the a!ailability o" additional ser!i%es( attra%tion "or %hildren( basi% a#enities( and

a""ordability. Results also suested that #ost o" the 6ood and 3ro%ery ite#s are $ur%hased

in loose "or# "ro# the nearby outlets( whereas "ruits and !eetables are #ostly $ur%hased

daily or twi%e a wee) due to their $erishable nature. Howe!er( ro%ery ite#s are less

"re&uently $ur%hased.

(e-alat+a8 Ra:i,+a'dra' a'd Las+-i 520106 "ound that there is a dearth o" tested

instru#ents whi%h %ould #easure %usto#er+$er%ei!ed ser!i%e &uality o" a retail store in the

Indian %onte-t. In order to understand the dri!in "a%tors o" a ty$i%al Indian retail %usto#er(

the )ey obe%ti!e o" their study was to e#$iri%ally test the ser!i%e &uality di#ensions. The

study also %arried out the a$ analysis and identi"ied the areas "or i#$ro!e#ents in retail

ser!i%e &uality.

C+ara#ort* 520106 in a study %ondu%ted in Hyderabad( India identi"ied the dri!in

sho$$in #oti!es o" Indian %onsu#er "or Dis%ount store "or#ats. 6a%tor analysis e-tra%ted

three sho$$in #oti!es( two o" whi%h related to hedoni% sho$$in #oti!e and one to

utilitarian. The "a%tors were na#ed as di!ersion( so%iali5ation and utilitarian. Other three

di#ensions o" the study were store attributes( sho$$in out%o#es( and sho$$in $er%ei!ed

%ost. Under ea%h di#ension( "a%tors related to Dis%ount store were identi"ied. The identi"ied

"a%tors %ould be the )ey "or dis%ount stores "or understandin their sho$$ers.

/eo, a'd Li' 520106 e-a#ined the %ultural in"luen%es on youn %onsu#ers' loyalty

tenden%y and e!aluations o" the relati!e i#$ortan%e o" a$$arel retail store attributes in Taiwan

and the USA. A stru%tured &uestionnaire was de!elo$ed to %olle%t the data. 6a%tor analysis

was e#$loyed to identi"y di#ensions o" a$$arel retail store i#ae attributes. ,ulti!ariate

analysis o" !arian%e and hierar%hi%al #ulti$le reression analysis were used to e-a#ine the

hy$otheses. Results o" the study showed that A#eri%an %onsu#ers ha!e sini"i%antly reater

%olle%ti!isti% %hara%teristi%s than Taiwanese. The study also "ound that %ountry o" residen%e is

a sini"i%ant and stroner indi%ator in $redi%tin loyalty tenden%y than indi!idualis# and

%olle%ti!is# di#ensions. The results o" the study showed that e!aluation o" the relati!e

i#$ortan%e o" retail store attributes is in"luen%ed by %ulture. A#on the "i!e a$$arel retail

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store attribute di#ensions identi"ied in the study( Taiwanese and US res$ondents' e!aluation

o" the i#$ortan%e o" @%on!enien%e( @$rodu%t and @in"or#ation %o##uni%ation "a%tors o"

retail store i#ae attributes di""ered sini"i%antly.

Paswa'8 Pi'eda a'd Ra-ire& 520106 in a study %ondu%ted in ,e-i%o in!estiated whether

in"lu- o" lare stores is ine!itable( by "o%usin on %onsu#ers< #oti!ation "or sele%tin a retail

store( and the asso%iation between these #oti!ation di#ensions and the sho$$in $atronae.

The results indi%ated that %onsu#er


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"ro# this study $ro!ed that the "a%tors were di""erent in ter#s o" their %o#$osition and

i#$ortan%e.

Mart


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B+ardwa? 5200;6 #easured the lin)s between attribute $er%e$tions and %onsu#er

satis"a%tion( and between %onsu#er satis"a%tion and sales $er"or#an%e( in the "ood retail

se%tor o" India. The study relied u$on an e-tensi!e data set o" %onsu#er satis"a%tion and sales

in"or#ation "ro# a$$ro-i#ately 192 %onsu#ers. Hy$othesis %onstru%ted addressed the

inherent nonlinearities and asy##etries in these lin)s. The author also $ro!ided an e-a#$le

o" how "ir#s %ould use the esti#ated lin)aes to de!elo$ satis"a%tion $oli%ies that are

$redi%ted to in%rease store re!enues. 6irst( the author e-a#ined nonlinearities and

asy##etries in the satis"a%tion+sales $er"or#an%e lin)s based on an e#$iri%al study. Se%ond(

the study ad!an%ed the #easure#ent o" beha!ioural lin)s between %onsu#er satis"a%tion and

$er"or#an%e in the "ood retail se%tor with "ir#+s$e%i"i% data. Third( the study showed how

"ir#s %an e#$loy su%h results to de!elo$ a$$ro$riate %onsu#er satis"a%tion $oli%ies. In the

%ase o" the %oo$eratin retail %o#$any in this study( the results suested that #anaers

should "o%us on %onsu#er ser!i%e( &uality and !alue to a""e%t o!erall %onsu#er satis"a%tion

and its ulti#ate i#$a%t on sales.

C+a$#e* 5200;6 in his study %ondu%ted in 3arhwal Reion o" Uttra)hand state o" India(

identi"ied the %onsu#er $er%e$tion and their beha!iour toward store i#ae( store $atronae

and store loyalty. The "indins o" resear%h indi%ated that oriinality o" the $rodu%t is i!en

hihest $re"eren%e by the res$ondents and they belie!e that retail showroo# o""ers oriinal $rodu%t. It was "ollowed by the a!ailability o" the $rodu%t in lare !ariety. The relationshi$

and ser!i%es o""ered by the retailer had e#ered as another i#$ortant issue whi%h was i!en

due %onsideration and s%ored better in %onsu#er's $re"eren%e list. The i#$ortan%e o"

re%onition o" %onsu#ers' !alue syste# and the dis%ount o""ered by the retailer were "ound to

be other i#$ortant "a%tors whi%h res$ondent had %onsidered in sele%tin the retail showroo#.

!o*al a'd A%%arwal 5200;6 e-a#ined the relati!e i#$ortan%e o" the !arious $rodu%ts

$ur%hased at orani5ed retail outlets and the %hoi%e o" "or#at the %onsu#er had( when

$ur%hasin a $rodu%t. The results showed that not all ite#s are e&ually i#$ortant "or retail

outlets and !arious $rodu%ts need s$e%i"i% retail "or#ats.

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F.1 RESEAR8H OBE8TIE O6 THE STUDY

The $ur$ose o" resear%h is to dis%o!er answers to the &uestions throuh the a$$li%ation o"

s%ienti"i% $ro%edure. The #ain ai# o" resear%h is to "ind out the truth whi%h is hidden and

whi%h has not been dis%o!ered as yet. Ea%h resear%h study has its own s$e%i"i% $ur$ose( we

#ay thin) o" resear%h obe%ti!es as "ailin into a nu#ber o" "ollowin broad rou$in+

1. To study the %onsu#er $er%e$tion towards Bi Ba5aar and ,ore ,eastore

7. To )now the %onsu#er's e-$e%tations "ro# Bi Ba5aar and ,ore ,eastore.

F.F RESEAR8H ,ETHODOJO3Y O6 THE STUDY

@[email protected] Resear,+ esi%'

A resear%h desin is the arrane#ent o" %ondition "or %olle%tion and analysis o" data in a

#anner that ai#s to %o#bine rele!an%e to the resear%h $ur$ose with e%ono#y in $ro%edure.

Resear%h desin is needed be%ause it "a%ilitates the s#ooth sailin o" the !arious resear%h

o$erations( thereby #a)in resear%h as e""i%ient as $ossible yieldin #a-i#al in"or#ation

with #ini#al e-$enditure o" e""ort( ti#e and #oney.

T*pes o4 Resear,+ desi%'

There are three ty$es o" res desin+

1. E-$loratory7. Des%ri$ti!eF. E-$eri#ental

Des%ri$ti!e resear%h has been used in this study. It in%ludes sur!eys and "a%ts C"indins

en&uiries o" di""erent )inds. The #aor $ur$ose o" des%ri$ti!e resear%h is des%ri$tion o" the

state o" a""airs as it e-ists at $resent.

@[email protected] Tools a'd te,+'i)$e 4or data ,olle,tio'

4ri#ary data %an be %olle%ted throuh obser!ation( $ersonal inter!iew( tele$hone inter!iew(

&uestionnaires and s%hedules.

Se%ondary data is %olle%ted throuh the news$a$er( ournal( e-istin our resear%h.

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@.@.@ /a-ple esi%'

Resear%h desin C Des%ri$ti!e Resear%h

Sa#$lin desin C 8on!ienen%e Sa#$lin

Sa#$le si5e C 122

4ri#ary data %olle%tion tool + uestionnaire

Se%ondary data %olle%tion tool C *ebsites( News $a$ers

S%alin Te%hni&ue C Ji)ert S%ale

8onsu#ers et ood &uality $rodu%ts at whi%h Retail OutletW

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Big bazaar; 70%

more; 30%

I'terpretatio' "ro# the abo!e ra$h it is %lear that ?2 o" the res$ondents ot ood

&uality $rodu%t at bi ba5aar whereas rest F2 at #ore.

*hi%h retail outlet e-%hane the $rodu%t without hassles.

34


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BIG BAZAAR; 60%

MORE; 40%

INTRPRTATION 2 O6 THE RES4ONDENTS HAE SATIS6IED *ITH BI3

BAKAAR *HEREAS RE,AININ3 2 ARE SATIS6IED *ITH ,ORE.

In whi%h retail outlet sales $erson i!es $ro$er res$onse "or &ueryW

35


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BIG BAZAAR; 78%

MORE; 22%

INTRPRTATION ?9 O6 THE RES4ONDENTS HAE SATIS6IED *ITH BI3


*hi%h Retail Outlet $ro!ides !alue added ser!i%es /%redit %ards0 "a%ility to %onsu#ersW

36


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BIG BAZAAR; 60%

MORE; 40%



*hi%h retail outlet $ro!ides %ou$ons or $oints on bul) $ur%hasinW

37


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BIG BAZAAR; 65%

MORE; 35%

INTRPRTATION > O6 THE RES4ONDENTS HAE SATIS6IED *ITH BI3

BAKAAR *HEREAS RE,AININ3 F> ARE SATIS6IED *ITH ,ORE.

*hi%h retail outlet $ro!ides %redit "a%ility to %usto#ersW

38


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BIG BAZAAR; 47%MORE; 53%

INTRPRTATION ? O6 THE RES4ONDENTS HAE SATIS6IED *ITH BI3

BAKAAR *HEREAS RE,AININ3 >F ARE SATIS6IED *ITH ,ORE.

*hi%h retail outlet tries to ta)e $ersonal interest in ea%h %usto#erW

39


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BIG BAZAAR; 44%

MORE; 56%

INTRPRTATION O6 THE RES4ONDENTS HAE SATIS6IED *ITH BI3

BAKAAR *HEREAS RE,AININ3 > ARE SATIS6IED *ITH ,ORE.

*hi%h retail outlet handles %usto#er's %o#$laints $ro$erlyW

40


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BIG BAZAAR; 50%MORE; 50%

INTRPRTATION >2 O6 THE RES4ONDENTS HAE SATIS6IED *ITH BI3

BAKAAR *HEREAS RE,AININ3 >2 ARE SATIS6IED *ITH ,ORE.

In whi%h retail outlet the $rodu%ts o""ered are o" ood &ualityW

41


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BIG BAZAAR; 67%

MORE; 33%

INTRPRTATION ? O6 THE RES4ONDENTS HAE SATIS6IED *ITH BI3

BAKAAR *HEREAS RE,AININ3 FF ARE SATIS6IED *ITH ,ORE.

*hi%h retail outlet "re&uently as)ed "or suestions to %usto#ers and tries to i#$ro!e the

ser!i%e.

42


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BIG BAZAAR; 30%

MORE; 70%

INTRPRTATION F2 O6 THE RES4ONDENTS HAE SATIS6IED *ITH BI3

BAKAAR *HEREAS RE,AININ3 ?2 ARE SATIS6IED *ITH ,ORE.

*hi%h retail outlet $ro!ides "ree ho#e deli!eryW

43


44/50

BIG BAZAAR; 45%

MORE; 55%

INTRPRTATION > O6 THE RES4ONDENTS HAE SATIS6IED *ITH BI3

BAKAAR *HEREAS RE,AININ3 >> ARE SATIS6IED *ITH ,ORE.

*hi%h retail outlet has su""i%ient $ar)in s$a%eW

44


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BIG BAZAAR; 67%

MORE; 33%



6INDIN3S

45


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• ,aority o" the res$ondents "eel that they et ood &uality $rodu%t at Bi Ba5aar not

in ,ore.

• ?9 o" the res$ondents "eel that $ro$er res$onse to their &uery is i!en by Bi

Ba5aar.

• 2 o" the res$ondents "eel that they et !alue added ser!i%e in Bi Ba5aar where as

2 o with ,ore.

• > o" the res$ondents et %ou$ons or $oints on bul) $ur%hasin on Bi Ba5aar.

• ,aority o" the res$ondents et %redit "a%ility on ,ore #ea store than Bi Ba5aar.

• ? res$ondents "eel that they et ood &uality $rodu%t at Bi Ba5aar.

• ,a-i#u# nu#ber o" res$ondents "eels that ,ore #ea stores as)ed "or suestion

and tries to i#$ro!e &uality.

• >> o" the res$ondents "eel that they et "ree ho#e deli!ery "ro# Bi Ba5aar whereas

> "eels that they et at ,ore.

/U!!/TION/ AN RCOMMNATION/

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1. 8o#$any need to s$end a lot on ad!ertisin and $ro#otion to %reate brand i#ae o"

its $rodu%t.

7. ,a)e "re&uent ad!ertise#ents in both $rint and ele%troni% #edia.

F. ,a)in stalls in %or$orate #elas li)e trade "air( #aybe bene"i%ial to %reate brand

i#ae o" its $rodu%t.

. Need to $ro!ide additional o""ers and dis%ounts as $er %usto#er re&uire#ents.

>. Need to in%lude !arieties o" si#ilar ite#.

. 4ro!ide #ore dis%ounts on 6,83.

?. 4ro!ide better %usto#er ser!i%e.

9. ,aintained $ro$er dis$lay to %reate i#$ulse. /It is assu#ed that near about ?2 sales

%o#es "ro# i#$ulse #ar)etin and i" $ro$er dis$lay is not #aintained i#$ulse %annot

be %reated0.

:. Better i" we $ro!ide "iltered in"or#ation about ,ore ,eastore.

BIBLIO!RAP(Y

The data has been %olle%ted "ro# the "ollowin sour%es.

47


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• othari( 8.R.( @Resear%h ,ethodoloy( Se%ond Re!ised Edition( New ae

International 4ublishers( 722( New Delhi.

• ,alhotra( Naresh .( @,ar)etin Resear%h( 6i"th Edition( 4earson Edu%ation( 7229(

New Delhi

WB /IT/

• htt$GPPwww.adityabirla.%o#PbusinessesP4ro"ilePaditya+birla+retail+li#ited

• htt$GPP"ree#ba$roe%ts.%o#Pw$+%ontentPu$loadsP721FP2P,ar)etin+4roe%t+Re$ort+

on+INDIAN+OR3ANIKED+RETAIJ+INDUSTRY+BI3+BAKAR.do%

• htt$GPPwww.slideshare.netPhe#anth%r$atnaPa+study+o"+%onsu#er+$er%e$tion+on+bi+

ba5aarW&idXde?>9>b>+ed??+?da+9?>2+"F>>bb2>FFa;!X&"1;bX;"ro#sear%hX1

UESTIONNARIRE

1+ I 3ET 3OOD UAJITY 4RODU8T AT *HI8H RETAIJ OUTJETWo BI3 BAKAAR

o ,ORE

7+ *HI8H RETAIJ OUTJET EV8HAN3E THE 4RODU8T *ITHOUT

HASSJES.o BI3 BAKAAR

o ,ORE

48

http://www.adityabirla.com/businesses/Profile/aditya-birla-retail-limitedhttp://freembaprojects.com/wp-content/uploads/2013/06/Marketing-Project-Report-on-INDIAN-ORGANIZED-RETAIL-INDUSTRY-BIG-BAZAR.dochttp://freembaprojects.com/wp-content/uploads/2013/06/Marketing-Project-Report-on-INDIAN-ORGANIZED-RETAIL-INDUSTRY-BIG-BAZAR.dochttp://www.slideshare.net/hemanthcrpatna/a-study-of-consumer-perception-on-big-bazaar?qid=de7585b5-ed77-47da-8750-f355bb05633a&v=qf1&b=&from_search=1http://www.slideshare.net/hemanthcrpatna/a-study-of-consumer-perception-on-big-bazaar?qid=de7585b5-ed77-47da-8750-f355bb05633a&v=qf1&b=&from_search=1http://www.adityabirla.com/businesses/Profile/aditya-birla-retail-limitedhttp://freembaprojects.com/wp-content/uploads/2013/06/Marketing-Project-Report-on-INDIAN-ORGANIZED-RETAIL-INDUSTRY-BIG-BAZAR.dochttp://freembaprojects.com/wp-content/uploads/2013/06/Marketing-Project-Report-on-INDIAN-ORGANIZED-RETAIL-INDUSTRY-BIG-BAZAR.dochttp://www.slideshare.net/hemanthcrpatna/a-study-of-consumer-perception-on-big-bazaar?qid=de7585b5-ed77-47da-8750-f355bb05633a&v=qf1&b=&from_search=1http://www.slideshare.net/hemanthcrpatna/a-study-of-consumer-perception-on-big-bazaar?qid=de7585b5-ed77-47da-8750-f355bb05633a&v=qf1&b=&from_search=1


49/50

+F IN *HI8H RETAIJ OUTJET SAJES 4ERSON 3IES 4RO4ER

RES4ONSE 6OR UERYW

o BI3 BAKAAR

o ,ORE

. THE RETAIJ OUTJET 4ROIDES AJUE ADDED SERI8ES /8REDIT

8ARDS0 6A8IJITY TO 8ONSU,ERS.

o BI3 BAKAAR

o ,ORE

.> THE RETAIJ OUTJET 4ROIDES 8OU4ONS OR 4OINTS ON BUJ

4UR8HASIN3.

o BI3 BAKAAR o ,ORE

. THE RETAIJ OUTJET 4ROIDES 8REDIT 6A8IJITY TO 8USTO,ERS.

o BI3 BAKAAR

o ,ORE

.? THE RETAIJ OUTJET TRIES TO TAE 4ERSONAJ INTREST IN EA8H

8USTO,ER.

o BI3 BAKAAR

o ,ORE

.9 THE RETAIJ OUTJET HANDJES 8USTO,ER'S 8O,4JAINTS

4RO4ERJY.

o BI3 BAKAAR

o

,ORE

.: THE 4RODU8TS O66ERED IN THE RETAIJ OUTJET ARE O6 3OOD

UAJITY.

o BI3 BAKAAR

o ,ORE

.12 THE RETAIJ OUTJET 6REUENTJY ASED 6OR SU33ESTIONS TO

8USTO,ERS AND TRIES TO I,4ROE THE SERI8E.

o BI3 BAKAAR

49


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o ,ORE

.11 THE E,4JOYEE O6 THE RETAIJ OUTJET O66ERS ,E

8O66EEPTEAP8OJD DRINS ET8( *HEN I 4UR8HASE.

o BI3 BAKAAR

o ,ORE

.17 THE RETAIJ OUTJET 4ROIDES 6REE HO,E DEJIERY.

o BI3 BAKAAR

o ,ORE

.1F THE RETAIJ OUTJET HAS SU66I8IENT 4ARIN3 S4A8E.

o BI3 BAKAAR

o ,ORE

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