reatil report

8/14/2019 Reatil Report

1/23

2009

TARANG JAIN

PGDM II

13/12/2009

Retail Survey


2/23

SALES PROMOTION RETAIL ASSIGNMENT

TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Index

1.Introductiona. Sales Promotion

2.Methodologya. Need For Studyb.Objectivec.research methodology

3.Data analysis and Interpretation4.Findings5.Questionnaire


3/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Introduction

The word "Retail" originates from a French-Italian word. Someone who cuts off or sheds a small piece,

from something. Retailing is the set of activities that markets products or services to final consumers for

their own personal or household use. It does this by organizing their availability on a relatively large scale

and supplying them to customers on a relatively small scale. Retailer is a Person or Agent or Agency or

Company or Organization who is instrumental in reaching the Goods or Merchandise or Services to the

End User or Ultimate Consumer.

The Indian Retail Industry is the largest among all the industries, accounting for over 10 per cent of the

countrys GDP and around 8 per cent of the employment. The Retail Industry in India has come forth as

one of the most dynamic and fast paced industries with several players entering the market.

Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept

of shopping has altered in terms of format and consumer buying behavior, facilitating in a revolution in

shopping in India. Modern retail has entered India as seen in spreading shopping centers, multi-storied

malls and huge complexes offer shopping, entertainment and food all under one roof. The Indian retailing

sector is at an inflexion po int where the growth of organized retailing and growth in the consumption by the

Indian population is going to take a higher growth trajectory. The Indian population is witnessing a

significant change in its demographics.

Retail and real estate are the two booming sectors of India in the present times. And if industry

experts are to be believed, the prospects of both the sectors are mutually dependent on each other. Retail,

one of Indias largest industries, has presently emerged as one of the most dynamic and fast paced

industries of our times with several players entering the market. Accounting for over 10 per cent of the

countrys GDP and around eight per cent of the employment retailing in India is gradually inching its way

toward becoming the next boom industry.


4/23


5/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Need for Study:

Sales Promotion is a challenging task in todays market situation as many organizations are coming out

with different promotions. It is important to focus benefits provided by the promotional offers. Since each

and every coming with sales promotion offers, there is need to understand the Impact of sales promotion

on the end consumer, how they perceive the sale promotion. This study can effect organization

Performance and enable the customers to deal with various promotional offers.

Objectives of the Project Work

To study the Impact of sales promotion on consumer Behaviour

To assess the consumer perception about Sales Promotional scheme.

Methodology

To achieve the said objectives a comprehensive study has been made on crucial areas of Customer

satisfaction. A detailed Questionnaire has been developed and employed on the selected

Research Methodology: Survey Method

Research Instrument: StructuredQuestionnaire is used for the purpose of the study

Contact Method: Personal Interview

Sample size: By using convenient random sampling technique 100 customers are selected for the purpose

of the study. Direct questionnaire is used to survey the customers


6/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Data analysis and Interpretation

Demographic Profile of the Sample

0

5

10

15

20

25

17 18 19 20 21 22 23 24 25 26 27 28 35 (blank)

Number

sofrespondent

Age in years

Demographic Profile of the Sample

female, 20

male, 82

Demographic Profile of the sample

f

m


7/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Maximum respondents are of age group of 20-25 years. About 90 % of the respondent is in the age group

of 20-25 years. This age group is more involved in the buying of apparels and accessories; hence this age

group was the focus of the research about 80% of the respondent are male and rest are female.

Consumer Frequency of visiting the store

For women:

a) Monthly b) Quarterly c) Six monthly d) Occasionally

e) Time of Sale Promotion f) at the time of festival

According the graph we can see that about 40 % of the female respondent visit the store for shopping

Quarterly and 35 % of the female respondent visit monthly for the shopping. Major chunk of the women

goes for shopping of apparels each 2-3 month and sale promotional offer not contribute much for their visit

to the stores, as visit at time of sale promotion specifically is very less.

a

35%

b

40%

d

10%

e

10%

f

5%

Consumers Frequency of visiting the store

(women)

a

b

d

e

f

(blank)


8/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

For men:

a) Monthly b) Quarterly c) Six monthly d) Occasionally

e) Time of Sale Promotion f) at the time of festival

Men generally go for buying apparel and accessories each 2-3 month. Responded who goes for shopping

every month are 32% and quarterly buyers are about 23%.Also impact of sales promotion on their visit to

store is not much, only few of them like to for shopping at the time of sale promotion.

a

32%

b

23%c

3%

d

27%

e

13%

f

2%

Consumer Frequency of visiting the store

(men)

a

b

c

d

e

f

(blank)


9/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

First thought at the mention of sales Promotion:

a) Offers b) Discounts c) Coupons d) Free Gifts

Maximum people associate sales promotional offers with the Offers and Discount. As major Pie in chart

covered by offers 41% and Discount 53%.They do not give much importance to the coupons and free gifts

given by the store.

a

41%

b

53%

c

2%

d

4%

First thought at the mention of sales Promotion

a

b

c

d

(blank)


10/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Media where most of the respondent heard or seen about Sales promotion

a) Print Media b) T.V c) Radio d) Word Of Mouth e) Internet

It seems from the above graph that Print media is dominant in communicating to customer

about the sakes promotion with 44 % of respondent preferring the print media. Most of the

customer also came to know about the sale promotion from word of mouth.

a

44%

b

14%

c

10%

d

27%

e

5%

Media where most of the respondent heard or

seen about Sales promotion

a

b

c

d

e

(blank)


11/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Language preferred for daily news

a) Marathi b) Hindi c) English d) Other..

In the pie chart it is clear that language preferred by the youngsters between the age group 20-25 is

English followed by the Marathi and Hindi with 16 % responded each , which far less than English

language 64%

a

16%

b

16%c

64%

d

4%

language preferred for daily news

a

b

c

d

(blank)


12/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Bulk buying behavior of the consumer During the Sales promotion

For Men:

About 40 %of men tend to buy in bulk during sale promotional offers, but 60% of them does not buy in bulk

during the sale promotion.

For Women:

Women tend to buy more during the sale promotional offers .Graphs also suggesting that the about 50% of

the women buys in bulk during the promotional offers

Yes, 33

No, 49

Bulk buying During the Sales promotion(men)

a

b

(blank)

Yes, 10No, 10

Bulk buying During the Sales promotion

(women)

a

b

(blank)


13/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Perception about the Quality of the product during sales Promotion:

For men:

About 52 %of the respondents do not believe that the quality and fashionable products are maintained at

the time of the sale promotion offer. Although 48 % of respondent thinks that quality is maintained at the

time of sale promotion. 48 % is seems as good number but very less as compared to the 52 %people who

are against the idea.

Yes

48%

No

52%

Perception about the Quality of the productduring sales Promotion(men)

a

b

(blank)


14/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

For Women: 50% of the female customers perceives that the quality of the products deteriorate at the time

of the sale promotion

Yes

50%

No

50%

Perception about the Quality of the product

during sales Promotion:

a

b

(blank)


15/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

How they perceive any sales promotion by any retail store:

For men:

a) Shopping time b) Common offers c) offers are for clearing stocks

Most of the male respondent thinks that the sale promotional offers are for the clearing

the stock, the fact is supported by the 43% of the respondent. Only 32 % of the male

respondents take sale promotion as a shopping time. And 25% of the responded took it

as general offers.

a

32%

b

25%

c

43%

Perception about sales promotion

a

b

c

(blank)


16/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

For women:

a) Shopping time b) Common offers c) offers are for clearing stocks

45% of the female responded find sale promotion as shopping time and goes out for shopping during sales

promotion time. While only 30% of the female respondents think that the offers are for clearing the stock.

There is huge difference between men and women perception regarding sale promotion.

a

45%

b

25%

c

30%

Perception about sales promotion

a

b

c

(blank)


17/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Visit to Store only when sales promotion is going on?

For Men:

77% of the male respondent visits the stores regularly i.e . each 2-3 month. They do not wait for any

schemes or offer.Same type of behavior is found in female customers.

For women:

Yes

23%

No.

77%

Visit to Store only when sales promotion isgoing on?

a

b

(blank)

a

10%

No

90%

Visit to Store only when sales promotion is going

on

a

b

(blank)


18/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Like to switch the Brands for sack of sale promotion

For men

a) Yes I do if offer is good b) For Some products c) No I stick to my brand

At the time of the sale promotional offer male respondent can switch their brands if they the deal giving

value for the money.32% Male respondent say that if offer is good they will switch to new product.49%

responded will switch for some another brand for some type of product

a

38%

b49%

c

13%

switch the Brands for sack of sale promotion

(men)

a

b

c(blank)


19/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

For women

a) Yes I do if offer is good b) For Some products c) No I stick to my brand

More than 45% of the females respondents will tend to switch their brand if a good offer is

given to them and also about 45% of them will switch for some of the products only. A very

percent of respondents stick to their brand irrespective of any sale promotion offer

a

45%

b

45%

c

10%

switch the Brands for sack of sale promotion

(female)

a

b

c

(blank)


20/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Type of products for which consumers can switch brand

For Men:

For Women

Same type of trends are there in men and women maximum people switch their apparel brands for sale

promotional offer ,followed by the food item and Then Footwear and electronics

a

55%

b

18%

c

12%

d

15%

Type of products for which consumerscan switch brand

a

b

c

d

(blank)

a

60%

b

20%

c

10%

d

10%

Type of products for which consumers

can switch branda

b

c

d

(blank)


21/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Findings

On an average people visit each 2-3 month for shopping for apparels and

accessories.

People associate offers and discounts with the sale promotion

Print med ia is the major source of awareness for sales promotion and English

language is preferred for daily news among youngsters

Women are tending to buy more during sale promotion as compared to men.

Generally people think that quality product is not offered during the sale promotion

Men perce ive o ffers for clearing the stock ,while womens perceive it as shopping

time

people can change their brand for the sack of ale promotion if good offer is given to

them for category like apparels and footwear switching is easy


22/23


TARANG JAIN PGDM II

ROLL NO. 25 IMDR

Questionnaire

NAME: AGE:

LOCALITY: PHONE NO.:

1. Which is/are your preferred store(s) to shop for apparels and accessories

2. How frequently do you vis it these stores to shopa) Monthly b) Quarterly c) Six monthly d) Occasionally

e) Time of Sale Promotion f) At the time of festival

3. What is your first thought at the mention of Sales Promotion at any storea) Offers b) Discounts c) Coupons d) Free

Gifts

4. Where do you usually hear/see about the sales promotional offersa) Print Media b) T.V c) Radio d) Word Of

Mouth

e) Internet

5. Which of the following languages do you prefer for NEWS daily.a) Marathi b) Hindi c) English d) Other..

6. Do you Buy in Bulk during the sales promotional offersa) Yes b) No

7. Do you believe Quality and Fashionable product is maintained at the time ofSales Promotional offers?

a) Yes b) No

8. How you perceive sales promotional offers by stores?a) Shopping time b) Common offers c) offers are for clearing

stocks

9. Do you visit Stores only when Sales Promotion schemes are offered?a) Yes b) No


23/23


TARANG JAIN PGDM II

10.Would you like to change from your regular BRAND for the SalesPromotional offers?

a) Yes I do if offer is good b) For Some products c) No I stick to

my brand

11.For Which type of Product(s) can you try different brands apart form yourregular brand

a) Apparels b) Food Items c) Electronic Durable

d) Footwear e) Other

reatil report

Documents