Everest Education Society’s

JIBRAN QUADRI INSTITUTE OF MANAGEMENT

OF SCIENCE AND RESEARCH

AURANGABAD

A

Project Report

On

“A STUDY OF MARKETING STRATEGIES OF RETAIL COMPANIES

TO DO BUSINESS IN AURANGABAD”

A Project Report Submitted

In the partial fulfillment of the degree of

Master of Business Administration

Submitted by

Mr. Mohd Abdul Taufeeq

Mr. Quazi Zubair Sir Dr. K.D. Phuke

Guide Director

For Academic year 2008-2009

Dr. Babasaheb Ambedkar Marathwada University. Aurangabad

Everest Education Society’s

JIBRAN QUADRI INSTITUTE OF MANAGEMENT

SCIENCE AND RESEARCH

AURANGABAD

CERTIFICATE

This is certify that MR. Mohammed Abdul Taufeeq a

Student of MBA IV Sem has completed his project study

Report on

“A STUDY OF MARKETING STRATEGIES OF RETAIL COMPANIES

TO DO BUSINESS IN AURANGABAD”

And has submitted a satisfactory report as per the requirements of

DR. Babasaheb Ambedkar Marathwada University in the partial

fulfillment of Master of Business Administration in the academic

Year 2008-2009.

Mr. Quazi Zubair Dr. K.D. Phuke

Guide Director

ACKNOWLEDMENT

I am grateful to my project guide Mr. Quazi Zubair sir for the interest shown

by him, the inspiration & moral boosting through him really helped me in

completion of my project study.

I am also thankful to Director, Dr. K.D. Phuke sir for giving valuable

suggestions during project study; He is always the source of inspiration to me.

Last but not least, I am sincerely thankful to Mr. Vikas Roy and Mr. Sanjay

Dixit and the entire staff member of Center one Mart and also I would like

thank Mr. Abdul Raheem Aadil for his moral support & those who always

gave me helping hand & suggestions for completion of this project.

Mr. Mohammed Abdul Taufeeq

MBA IV Sem.

Declaration

I hereby declare that this project study report submitted by me in my

partial fulfillment of “Master of Business Administration” is a genuine work

of mine.

It has not been either fully or partly to this or any other institute prior, in

any other connection.

Mr. Mohammed Abdul Taufeeq

MBA IV Sem.

Contents

About Aurangabad

Objectives of the study

Importance of the project

Limitations of the study

Introduction of retail industry

Introduction of Center one Mart

The founders of Center one mart

Infrastructure

Vishal Apparels Brand

Store strategy mix

The role of marketing in retail

Retail strategy and structure

Hypothesis

Research methodology

Primary data

Findings

Questionnaire for retailers

Questionnaire for customers

Suggestions

Conclusion

Bibliography

About Aurangabad

Founded in 1610 by Malik Ambar, Aurangabad was then known as "Khidki"

meaning window. The city served the real purpose of its ancient name as the

Mughals could look into the Deccan through it. Later in 1953 the city was

renamed as Aurangabad when Aurangazeb took over the Deccan kingdom.

Aurangabad is most famous for its historical monuments and caves.

The most renowned tourists' attraction of Aurangabad is Bibi-Ka-Maqbara,

built in memory of Aurangazeb's wife, Begum Rabia Durani. Among others

there are Aurangabad Caves, Panchakki, Himroo Factory, Darwazas,

Daulatabad Fort, Khuldabad, Shirdi, Grihneshwar Temple, Paithan, Ajanata

and Ellora Caves, and History Museum of Marathwada University.

DEMOGRAPHIC INFORMATION

Geographical area 10.107sqkm

Population 29,20,548 Senses 2007

Density population 289 sqkm

Distance from Major Cities

Mumbai 364km

Pune 238 km

Nashik 182km

Nagpur 500km

Hyderabad 554km

Nanded 264km

Ahmednager 118km

Industrial Information:

There are five Special Economic Zones (SEZs) have been approved by central

government for this city and these are, in Automobile (Bajaj), in

pharmaceuticals (Inspira Pharma SEZ and Wockhardt), one in aluminium

(Hindalco Aluminium) and yet another is Inspira Biotech SEZ. Electrical goods

major Siemens will soon establish plant for manufacturing of metro train

coaches. The city Of Aurangabad is also famous for the best Breweries in the

world, Asia Pacific Breweries (Aurangabad) Ltd. Manufacturing the Famous

Cannon 10000 Strong Beer is being enjoyed by almost all the foreign tourists

visiting Aurangabad.

The Main industrial areas of Aurangabad According to MIDC Act 1961,

1. Aurangabad (Railway station)

2. Chikalthana

3. Waluj

4. Paithan Road

5. Beed Road

6. Shaindra

According Chamber of Marathwada Industries & Agriculture (CMIA)

Major MIDC Areas in Aurangabad

1. Aurangabad (Railway station)(Group C)

Area of operation 34.95 hectors

Commercial rate 1000/sqmt

Residential rate 600/sqmt

2. Chikalthana (Group C)

Year of establishment 1965

Area of operation 719.68 hectors

Commercial rate 1200/sqmt

Residential rate 900/sqmt

Major plants like; Lupin Pharmacuticals, HUL, Indo-german, Wockhardt,

Cosmofilm, BCL Spring, HP Gas Plant, Ck-Diakin, STPI.

3. Waluj (Group D)

Year of establishment 1982-83

Area of operation 1518.47 hectors

Commercial rate 1100/sqmt

Residential rate 900/sqmt

Major plants like; Bajaj Auto Ltd., Colgate, Wipro, Kenstar, Ceat Tyres,

Goodyear, Johnson & Johnson, etc

Transportation:

Intra city Transport:

The busy Jalna road Aurangabad Municipal Transport (AMT) is an intra-city

bus service which covers almost all parts of the city and also connects to the

more distant industrial suburbs. AMT (Aurangabad Municipal Transport)

intra-city buses ply throughout the city including the outskirts and connect

different parts of the city and adjoining suburbs together. The AMT bus

service is affordable, efficient and safe. The AMT buses are quite crowded

during morning and evening rush hours.

The "Maharashtra State Road Transport Corporation" (MSRTC) and

numerous other private bus operators provide a bus service to all parts of the

state.

Metered auto rickshaws ply throughout the city. The fare is based on a meter

and is computed by a tariff card available from the driver.

Road:

Aurangabad is well connected by roads with various major cities of

Maharashtra and other states. National highway NH-211 (Dhule-

Aurangabad- Solapur) passes through the city. Road connectivity is excellent

and road connecting to Pune, Nagpur, Beed and Mumbai are being upgraded

into four lane highway.

Air:

Now Aurangabad has an International Airport. Recently there were fights

made available to all the people traveling to Haj pilgrimage. Aurangabad

Airport has connecting flights to Delhi, Udaipur, Mumbai, Jaipur as well as

Hyderabad

Rail:

AURANGABAD (Station Code: AWB) is a station located on the

Kachiguda-Manmad section of Secunderabad (SCB) Division of South

Central Railway (SCR). The Manmad-Kacheguda Broad gauge railway line

which emanates from the Bombay-Bhusawal-Howrah trunk route at

Manmad is an important artery of traffic in Aurangabad district. The

importance of this line lies in the fact that it has opened for traffic the fertile

agricultural tract in Marathwada region. It also serves as a link between

Bombay and Secunderabad in Andhra Pradesh. As a matter of fact this line

was formerly the only route of traffic as there were no good roads in the

Marathwada region. This railway route was opened for traffic in 1900. After

Divisional adjustments in 2003, which saw the bifurcation of Hyderabad

division, Aurangabad now comes under the newly created Nanded(NED)

Division of SCR. Aurangabad has rail connectivity with Manmad,

Aurangabad, Nanded, Parbhani, Parli Vaijnath, latur, Osmanabad,

Gangakhed, Mudkhed, Adilabad, Nagpur, Basar, Nizamabad, Nasik,

Mumbai, Pune, Daund, Mahbubnagar, Kurnool, Kadapa, Renigunta,

Tirupati, Katpadi, Erode, Madurai and Kachiguda (HYB). Ajanta Express

between Kachiguda and Manmad is the most prestigious train passing

through this station.

The "Janashatabdi Express" is the fastest and most comfortable train option

to and from Mumbai with a total traveling time of 6 1/2 hours. Three

overnight trains and two daytime trains also travel between Mumbai and

Aurangabad.

Aurangabad has more number of trains to HYB than to any other city. Ajanta

Express, Secunderabad Bi-Weekly Express, Kakinada Express, Devagiri

Express, Hyderabad Passenger, Manmad-Kachiguda Passenger, Okha-

Rameswaram Express--all these trains connect AWB with HYB.

OBJECTIVES OF THE STUDY

1) To search whether Aurangabad market is ready for organized retail.

2) To analyze market potential for organized retailers.

3) To study various services provided by retailers.

4) Satisfaction level of customers.

5) To study market share of organized retailers and unorganized retailers.

6) To define the probable market for a particular product and to find out general market condition and tendencies.

7) To assess the competitive strength and policies.

8) To study the buying potential & power of consumers.

9) To assess the probable volume for future sales.

10) To know the customer acceptance for organized & unorganized retailers.

11) To formulate all marketing costs, viz.-selling, advertising,Promotion and distribution cost.

12) To suggest improvable marketing strategies to Center one Mart

IMPORTANCE OF THE PROJECT

As the project was done in relation to retail market of Aurangabad It was

asked to take up a topic that would have helped me to know the reason why

unorganized retailers sales ratio is high compare to other organized retailers in

the market. Therefore my topic was “A STUDY OF MARKETING

STRATEGIES OF RETAIL COMPANIES TO DO BUSINESS IN

AURANGABAD”

The above topic helped me to understand the in and out of selling a

product like FMCG, consumer durables, textile etc to the customer taking into

consideration, likes and dislikes for shopping experience. Various factors such

as product quality, cost, service, durability, convenience etc. affect the

customer psychology while he makes a decision to go for an organized retail.

LIMITATIONS OF THE STUDY

The limitations of the study were as under:-

1) The study is not the actual representative of the company, as the

question cannot be properly.

2) Secondly the students are not fully aware of the policies and the

working environment, as a result sometimes communication was

not possible.

3) The student sometimes is neglected and proper feedback is not

received from the third parties.

4) At times knowing the actual facts and figures become difficult if

the company follow the policy of non-disclosures of every type of

information.

INTRODUCTION OF RETAIL INDUSTRYINTRODUCTION OF RETAIL INDUSTRY

The retail sector is also one of thee largest worldwide.

The word ‘Retail’ is derived from the French word retailer, meaning to

cut a piece off. Businesses that sell goods and services to consumers are

included in the retail industry. Broadly speaking, the term “retailing” refers to

any activity that involves a sale to an individual customer. Origins of retailing

can be traced to local markets and roaming traders. The product range was

restricted to whatever agricultural produce was made possible by the regional

climate and local manufacturing skills. Enterprising and mobile traders

ventured beyond, to peddle wares perceived by them to be in demand

elsewhere. This tribe of moving traders brought product variety to the markets.

Growth of large-scale retailers was fueled by the rapid spread of

mass production. Brisk industrialization ensured replication of large volume

production techniques. Improved transport facilities enabled retailers to gun for

volume-driven procurement. This set the ball rolling for organized retailing-

targeting economies of scale through bulk purchase and advertising led growth.

With the growth in size, competition, product choice and technology to procure

and manage operations platform. Retail trade plays a very important role in the

economy of a country.

In some parts of the world the retail business is dominated by

smaller family run or regionally targeted stores, but now this market is being

taken over by billion dollars multinational conglomerates like Wal-Mart, Sears,

etc. the larger retailers have managed to set-up huge supply/distribution chains,

inventory management systems, financing pacts, and wide scale marketing

plans.

The retail sector is also one of the largest worldwide. It is the second

largest industry in the US both in terms of number of establishments and

number of employees. It generates $3.8 trn in retail sales annually.

Based on the nature of their retail operations, companies are

grouped into-Retail (Apparel), Retail (Grocers), Retail (pharmacies), Retail

(Department and Discount Stores), etc. The retail industry includes: Variety

stores, Clothing retailers, Specialty retailers, Convenience stores, Grocery

stores, Drug stores, Home furnishing retailers, Consumer electronic retailers,

Auto retailers, and some e-commerce businesses (B2C), direct sales, catalog

and mail order companies, and even seasonal retailers come under this

category.

Most of the present day retail giants started with one store and

progressed to ten stores, or even 100 stores. Sears started as a single store, J.C.

Penney’s, PETMART, Sherwin Williams, Macy’s, Bloomindales, and Lowe’s,

each started as single stores. Wal-Mart started as a single store. It tops the list

as the largest retailer in the world with 2003 sales of $258.68 bn. It employs

more than a million associates and operates discount department stores and

warehouse membership clubs. Its success is widely attributed to its super-

efficient logistics and smart application of IT.

Home Depot, the home improvement retailer, created one of the

most successful value propositions of the 1990’s. It targeted the unmet needs of

do-it-yourselfers seeking value, convenience, selection and advice. The chain

never aspired to offer the lowest price, but focused instead on being the single

destination store. It retained its place as the second-largest US retailer, with

2003 sales of $64.82 bn. The second largest retailer in the world is France’s

Carrefour. Royal A hold is the 3rd largest retailer in the world; it owns several

chains throughout Europe, Asia, and North and South America. It is

headquartered in the Netherlands. Another retailer-Sears is a well-diversified

general merchandiser with interest in realty; credit card, insurance, automobile

services, etc. Nordstrom is a specialty retailer that concentrates mainly in

apparel and accessories for woman, men & children. It operates about 70 large

specialty stores in US. It also operates Accountable Boutique in Europe.

MARKS & SPENCER is a well recognized name in the UK and it has

operations in more than 25 countries. It is one of the leading retailers of

clothing, food, home ware and financial services. It operates more than 600

stores worldwide. It’s not that the industry has only big companies like Wal-

Mart, sear, etc...., but is highly concentrated with small stores. According to a

recent estimate by std and poor’s(S&P), more than 80% of retailers employ less

than 20workers each and they are mainly 1or 2-store setups.

Center one Mart

Center one mart started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is today a conglomerate encompassing 183 showrooms in 24 states / 110 cities .India’s first hyper-market has also been opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts of the single largest collection of goods and commodities sold under one roof in India.

The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr. Ram Chandra Agarwal. The group had a turnover of Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal2007.

The group’s prime focus is on retailing. The Vishal stores offer affordable family fashion at prices to suit every pocket.The group’s philosophy is integration and towards this end has initiated backward integration in the field of high fashion by setting up a state of the art manufacturing facility to support its retail endeavors.

Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price ranges. The showrooms have over 70,000 products range which fulfills all your household needs, and can be catered to under one roof. It is covering about 29, 90, 146 sq. ft. in 24 states across India. Each store gives you international quality goods and prices hard to match. The cost benefits that is derived from the large central purchase of goods and services is passed on to the consumer

The Founders

Mr.Ramchandra Aggarwal

Mrs.Uma Aggarwal

Mr.Surendra Aggarwal

Infrastructure:Infrastructure:

Vishal Retail Ltd. has a factory in Gurgaon, Haryana. This factory has more

than 700 imported machines that have a capacity to manufacturer 150000

pieces a month. The factory occupies 80000 sq ft of covered space. The Vishal

group indirectly gives employment to more than a 1000 people. These people

work in ancillaries that supply finished goods to the company.

Our 10 warehouses cater to 49 showrooms in 37 cities. These have a covered

space of 11, 00,000 sq ft. By the end of March 2007 we will expand our outlets

to 61 companies owned outlets and many franchise operations.

VISHAL Apparels Brand

Center one Mart is one of India’s fastest growing retail chains. The

chain currently has 32 company stores in 26 cities in India. The Vishal

brand is known for great modern style for men, women and children.

Vishal offers high level fashion styling. Since 1986, our name has been

synonymous with quality, value and fashion integrity. We offer an

unparalleled collection of clothes for the entire family. Each garment is

hand selected for quality and contemporary styling. Vishal

manufactures majority of its own garments and out sources some under

its direct quality supervision. This enables us to offer the lowest

possible and most reasonable prices.

Our goal is to provide a range of fashion wear to suit every pocket. Our

product mix represents the most current fashion trends in tops,

bottoms, formals and accessories for men, women and kids. Our

courteous staff will ensure that consumers get a perfect fit.

Store Strategy Mix

Retailers can be classified by retail store strategy mix, which is an integrated

combination of hours, location, assortment, service, advertising, and prices etc.

The various categories are:

{A:} Convenience Store: Is generally a well situated, food oriented store with

long operating house and a limited number of items. Consumers use a

convenience store; for fill in items such as bread, milk, eggs, chocolates and

candy etc.

{B:} Super markets: Is a diversified store which sells a broad range of food

and non food items. A supermarket typically carries small house hold

appliances, some apparel items, bakery, film developing, jams, pickles, books,

audio/video CD's etc. The Govt. run Super bazaar and Kendriya Bhandar in

Delhi are good examples of a super market. Similarly in Mumbai, we have

Apna Bazar and Sahakari Bhandar.

{C:} Department Stores: A department store usually sells a general line of

apparel for the family, household linens, home furnishings and appliances.

Large format apparel department stores include Pantaloon, Ebony and Pyramid.

Others in this category are: Shoppers Stop and Westside.

{D:} Specialty Store: Concentrates on the sale of a single line of products or

services, such as Audio equipment, Jewellery, Beauty and Health Care, etc.

Consumers are not confronted with racks of unrelated merchandise. Successful

specialty stores in India include, Music World for audio needs, Tanishq for

Jewellery and Dominos, Smokin Jeo’s and Nirula's for food services.

{E:} Hyper Markets: Is a special kind of combination store which integrates

an economy super market with a discount department store. A hyper market

generally has an ambience which attracts the family as whole. Pantaloon Retail

India Ltd. (PRIL) through its hypermarket "Big Bazaar” “Center one Mart”

“More” offers products at prices which are 25% - 30% lower than the market

price.

THE ROLE OF MARKETING IN RETAILTHE ROLE OF MARKETING IN RETAIL

In order to evaluate the role of Marketing in the area of retail, let us

first start with some of the commonly quoted definitions of the term

“marketing”. Philip Kotler defines Marketing as a societal process by which

individuals and groups obtain what they need want through creating, offering

and freely exchanging products and services of value with others.

The American Marketing Association defines marketing as “the

process of planning and executive the conception, pricing, promotion and

distribution of ideas, goods and services to create exchanges that satisfy

individual and organizational goals.”

For these definitions, one can draw the conclusion that marketing has to

do with providing the right product to the consumer, at the right place and time,

which is largely what retailers believe that they are doing. Therefore, what is

the role that marketing can play in a retail organization?

The role of marketing in retail organization is two-fold. The first

role that marketing can play for a retail organization is that of information the

consumer that it exits. The second role that marketing plays for the retailer is

enabling it to get closer to the end consumer.

As the industry evolves and begins to focus on creating an

experience for the end consumer, the elements of the marketing mix become

increasingly important. Technology aids the understanding of consumer needs

and preferences and at the same time, serves as the salient salesmen. Point-of-

purchase (P-O-P) signage and in-store media educate and draw the attention of

the consumers towards a product’s availability and attributes. At a time when

most consumers want more information and when retailers have reduced

staffing levels, Retail Marketing performs a vital service and augments cost-

reduction efforts.

Retail Marketing is one of the few mass advertising media that can

convey the same overall strategic message in differing languages, to varying

audiences in the same village, city or region. Today’s P-O-P displays are easily

assembled, maintain and, at the same time, more powerful in entertaining and

informing in the retail environment.

RETAIL STRATEGY AND STRUCTURE

Successful retail operations depend largely on two main dimensions: margin

and turnover. How far a retail enterprise can reach in margin and turnover

depends essentially on the type of business (product lines) and the style and

scale of the operations. In addition the turnover also depends upon the

professional competence of the enterprise.

In a given business two retail companies may choose two different margin

levels, and yet both may be successful, provided the strategy and style of

management are appropriate.

{A:} Margin Turnover Model:

Ronald R. Gist "Suggested a conceptual frame work, using margin and

turnover, for understanding the retail structure and evolving a retail strategy."

Margin is defined as the percentage mark tip at which the inventory in the store

is sold and turnover is the number of times the average inventory is sold in a

year. Fig. 2 is a diagrammatic representation of the frame work and can be

applied to almost any type of retail business.

Depending upon the, combination of the two parameters, a retail business will

fall into one of the four quadrants. For instance L-L signifies a position which

is low on both margin and turnover; whereas, H-L indicates high margin and

low turnover.

{B:} Low Margin High Turnover Stores

Such an operation assumes that low price is the most significant determinant of

customer patronage. The stores in this category price their products below the

market level. Marketing communication focuses mainly on price. They provide

very few services; if any, and they normally entail an extra charge whenever

they do. The merchandise in these stores are generally pre-sold or self sold.

This means that the customers buy the product, rather than the store selling

them.

These stores are typically located in isolated locations and usually stock a

wide . range of fast moving goods in several merchandise lines. The inventory

consists of well known brands for which a consumer pull is created by the

manufacturer through national advertising. Local promotion focuses on low

price. Wal-mart in the United States is an example and Pantaloon Chain or

Subhiksha are Indian examples of such stores.

{C:} High Margin Low Turnover

This operation is based on the premise that distinctive merchandise, service and

sales approach are the most important factors for attracting customers. Stores in

this category price their products higher than those in the market, but not

necessarily higher than those in similar outlets. The focus in marketing

communication is on product quality and uniqueness.

Merchandise is primarily sold in store and not pre-sold. These stores provide a

large number of services and sell select, categories of products. They do not

stock national brands which are nationally advertised. Typically, a store in this

category is located in a down town area or a major shopping center. Sales

depends largely on salesmanship and image of the outlet.

{D:} High Margin High Turnover Stores

These stores generally stock a narrow line of products with turnover of

reasonably high frequency. They could be situated in a non commercial area

but not too far from a major thoroughfare. Their locational advantage allows

them to charge a higher price. High over head costs and, low volumes also

necessitate a higher price.

{E:} Low Margin-Low Turnover Stores

Retail enterprises in this category are pushed to maintain low margins because

of price wars. Compounding this problem is the low volume of sales, which is

probably a result of poor management, unsuitable location etc. such businesses,

normally get wiped out over a period of time.

HYPOTHESISHYPOTHESIS

The hyper market and shopping malls are enabling to market the product

throughout the city.

An extra sale staff is major problem with this shopping mall’s like.

Due to the wrong selection of location they can not able to attract the

middle class or higher middle class customers.

Lack of proper advertising.

Market Competition.

Poor schemes on products to attract costumers.

Negligible impact on Mom-and-Pop stores, due to the presence of

organized retailing.

RESEARCH METHODOLOGYRESEARCH METHODOLOGY

“Systematic and scientific method of collecting new information called

as research methodology.” the research which is doing is an analytical as well

as quantitative type of research.

‘t’ test for comparison of means can be used only when there are two means

will be compared but three or more means are to be compare then on the basis

of mean ‘t’ test can not be used and in such case the techniques of analysis is

useful which is popularly known as analysis of variances.(ANOVA)

Analysis of variance is a statistical technique of parting or dividing total

variance of any given data into number of components and then testing whether

variation due to a particular component is significant or not.

In this study I have selected 3 malls. Which are more than two variables, so

here I cannot use‘t’ test, therefore, I used the analysis of variance(ANOVA)

technique to do comparisons between malls for finding leading malls in

(shopping) marketing sectors on their performance basis.

P PRIMARYRIMARY D DATAATA

♦ This data collected through the method of questioner.

♦ Questions are open ended.

♦ Sample size is 100.

♦ The primary data is collected through the samples which are conducted by

survey at the Center one Mart and Aurangabad local retail market.

DATA ANALYSIS FROM RETAILERSDATA ANALYSIS FROM RETAILERS1. Types of shop in Aurangabad?

East

Company outlet

Franchisee

Mega mart

Departmental stores

Multi brand shop

Unorganized retail

2. Your Source of Purchase?

3. You order stock on?

4. Do you get discounts or other benefits on your purchase/procurement??

0

10

20

30

40

50

60

70

80

Yes No

Yes

No

5. Your preferred media for promotional activities?

0

10

20

30

40

50

60

70

80

90

Print media Electronic media

Print media

Electronic media

6. What is your strong point compared to other retailers in the market?

0

10

20

30

40

50

60

Service Price Quality Promotion

Series1

7.7. Which category of products sells the most at your Outlet/Shop?

0

5

10

15

20

25

30

35

40

45

FMCG products ConsumerDurables

Textile Food

Series1

8. Did you give any benefits to your employees?

9. Have you carried out any market survey/research to know about your customers’ needs/feedback?

10. Your sales get affected due to Recession?

DATA ANALYSIS FROM CUSTOMERSDATA ANALYSIS FROM CUSTOMERS

1. Family Income (per month):?

Family Income (per month):

05

101520253035404550

Upto 5000 Between5000 to10000

Between10000 to

20000

Above 20000

Family Income (permonth):

2. Name the retail stores which you visit on a regular basis?

Visiting Stores on regular Basis

0

10

20

30

40

50

60

Visiting Stores onregular Basis

3. Which factor influences your decision about choosing the retail mall/supermarket you visit?

Factors for Visiting The Market

0

5

1015

20

25

3035

40

45

Factors for VisitingThe Market

4. How often do you visit a retail mall /Supermarket?

Visit to the Market

0

5

10

15

20

25

30

35

Visit to the Market

5. What kind of goods do you prefer purchasing from retail outlets/Supermarkets?

Goods prefer to purchase by customers

05

1015202530354045

Goods prefer topurchase by customers

6. Which factor influences your decision about buying items at the retail malls/supermarkets?

Factors influence on Decision for buying?

0

5

10

15

20

25

30

35

Quality & BrandNames

Advertisements Discount Offers Past Experiencewith any product

or service

Factors influence on Decision forbuying?

7.7. Whose Marketing campaigns /Advertisements are better?Better Advertisements

Malls

Local Retail Shops / Provision Stores

8. Whose services are better?Better Service

Malls

Local Retail Shops / Provision Stores

FFINDINGSINDINGS

On the basis of above figures there are some analyses & findings

The above figures shows, good feedback from customers and

retailers.

Some high level customers regularly visit to the malls.

Some middle class & higher class level customers visit to the mall

especially at the time of good offers, and some discounts facilities.

And some lower class level customers are ready to buy when there

is high percentage of discounts.

Questionnaire for Retailers

Name of the Shop: - _____________________________________________

Address:-_______________________________________________________

Phone No.:-______________________________________________________

Q1. Type of Shop: (Please mark tick on the answer)

Company outlet Franchisee Mega martDepartmental stores Multi brand shop Unorganized retail

Q2. You are operating Since: _______________________________________________________________

Q3. Branches in Aurangabad. (If Any)________________________________________________________________

Q4. Your average daily Counter Collection/ Sales (in Rupees): __________

Q5. Your Source of Purchase:

From Company From DistributorFrom Wholesaler

Q6. You order stock on:Weekly Basis Monthly basisQuarterly basis As per Requirement

Q7. Do you get discounts or other benefits on your purchase/procurement?

Yes No

Q8. Details of Promotional Activities carried out by you for attracting customers?

__________________________________________________________

Q9. Your preferred media for promotional activities: Print media Electronic media

Q10. What type of benefits do you offer to your customers?___________________________________________________________

Q11. What is your strong point compared to other retailers in the market?

Service Price Quality Promotion

Q12. Which category of products sells the most at your Outlet/Shop?

FMCG products Consumer DurablesTextile Food Other

Q13. Did you give any benefits to your employees? NO YES (Please mention some) ___________________________________________________________

Q14. Have you carried out any market survey/research to know about your customers’ needs/feedback?

YES NO

Q15. Your sales get affected due to Recession.

YES NOQ16. Remarks or Feedback, if any:

___________________________________________________________

Signature & Stamp:

Questionnaire for Customers

Name:-_______________________________________________________

Age: - _______________________________________________________

Gender: Male Female

Education: _____________________________________________

Profession: - ___________________________________________________

Address:-_______________________________________________________

Phone No.:-___________________________________________________

Marital status: Single Married No. of members in your family:Adults: ______________ Children: _____________Family Income (per month): Upto 5000 Between 5000 to 10000 Between 10000 to 20000 Above 20000

Q1. Please name the retail mall(s) which you visit on a regular basis:Center one Mart Big Bazaar Spencers MoreReliance Q2. Which factor influences your decision about choosing the retail mall/supermarket you visit?Distance from home AdvertisementsDiscounts Casual visit / Walk-ins Q3. How often do you visit a retail mall /Supermarket? Daily Weekly FortnightlyMonthly Only on Offers Rarely Q4. On an average, how much time do you spend in a retail outlet per visit?

Half an hour 1-2 hours 2-3 hours More than 3 hours

Q5. What kind of goods do you prefer purchasing from retail outlets/Supermarkets?Grocery Items Furniture Home AppliancesConsumer electronics Clothes Financial Products Q6. Which features / Qualities / Facilities of a retail outlet / Supermarket do you like the most? Kindly rank the following according to your order of liking / preferences: Please write ranks 1-10.

________ ATM/Debit/Credit card facility

________ Information Displays

________ Product Displays

________ Courteous people

________ Variety of products available

________ Discounts/Low Prices

________ Quality of products available

________ Free Home Delivery

Q2. Which factor influences your decision about buying items at the retail malls/supermarkets?Quality & Brand Names AdvertisementsDiscount Offers Past Experience with any product or service

Q8. Whose Marketing campaigns /Advertisements are better?Malls Local Retail Shops / Provision Stores

Q9. Whose services are better?Malls Local Retail Shops / Provision Stores

Q10. How is the product knowledge of the sales staff of retail outlets/supermarkets?Good Average Poor

Q11. Remarks or Feedback about

____________________________________________________

Products and Services of Retail Malls:

____________________________________________________

____________________________________________________

Signature of the Respondent:

SSUGGESTIONSUGGESTIONS

The over all performance of Center one Mart is satisfactory. But, there are

few suggestions, which I would like to put forward.

1: Center one Mart has to improve on their marketing skills; like emphasis on

paper advertisements, local FM channels and electronic media.

2: Secondly, they have to provide knowledge about each & every products to

their sales executives.

3: For training purpose they should arrange some special recruiting & training

programs.

4: They should improve the range of their products in the Electronic Division.

5: I would also suggest Center one that their FMCG products are coming all the

way from other cities, so it costs them a lot and I suggest them to buy the

FMCG products from the local producers. It will reduce the transportation cost

and the price of FMCG will can be reduced. And it is beneficial to the

customers also.

6: At the last as they say, Customer is the King, Center one Mart must

rigorously work on customer satisfaction.

CONCLUSION

I conclude that above suggestions can really drive Center one Mart and use of

this kind of application shows the capability of the shopping malls towards

capability the services provided to the customers. Introduction of this type of

systems can really be useful in any kind of industry & particularly in shopping

malls, and has made its importance which also helps in making strategies

decisions which in making strategies decision which in turn leads the

organization in the competitive market.

Thus, they can have solution without any kind of communication with the

associates and this kind of application can really raise the awareness of the

retailers to find out where they stand in the marketplace.

Further with the innovation of marketing strategies of malls in deep sense can

also make the hypermarket accurate and more useful in order to develop the

business.

BIBLIOGRAPHY

1} BOOKS OF KOTHARI FOR RESEARCH METHODOLOGY.

2} RETAIL MANAGEMENT FROM (SWAPNA PRADHAN):

3} MARKETING MANAGEMENT, BY PHILIP KOTLER

4} WEBSITES: www.google.co.in

www.vishalmegamart.com

MOHAMMED TAUFEEQ