PROJECT REPORT

ON
“A DETAILED STUDY OF CHALLENGES FROM
UPCOMING MALLS IN DELHI/NCR”
.
SUBMITTED TOWARDS PARTIAL FULFILLMENT OF
(AFFILIATED TO A.P.J. ABDUL KALAM TECHNOLOGICAL
UNIVERSITY)

UNDER THE GUIDANCE OF: SUBMITTED

BY:
MR. ROCKY KIRTI BHASIN
SECTION B

Meerut Institute of Engineering and Technology

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CERTIFICATE

This is to certify that the report titled " A DETAILED STUDY

OF CHALLENGES FROM UPCOMING MALLS IN
DELHI/NCR.” that being submitted by KIRTI BHASIN in partial
fulfillment of the requirements for the award of the Degree of
department of Master of Business Administration, is a Bonafide
record of the project work done by KIRTI BHASIN (MBA
Department, MIET).

The text embodied in this report have not been submitted to any
other university or Institute for the award of any degree or
diploma.

2
 STUDENT DECLARATION

This is to certify that I have completed the Research project

titled “A DETAILED STUDY OF CHALLENGES FROM
UPCOMING MALLS IN DELHI/NCR.” under the guidance of
“Prof. Mr. ROCKY” in partial fulfillment of the requirement for
the award of degree of Master of Business Administration at
MEERUT INSTITUTE OF CREATIVE TEACHING, MBA
DEPARTMENT, Meerut . This is an original piece of work and
I have not submitted it earlier elsewhere.

SIGNATURE:-

DATE: NAME:- KIRTI BHASIN

PLACE:

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 ACKNOWLEDGEMENT

"In the name of God, most merciful and most beneficent"

I am highly obliged to PROF. Mr. ROCKY, for his excellent

guidance and support throughout the project. Would also like to
thank Dr. KONAL (HOD , Director) . I am highly grateful to her for
exemplary supervision and stimulating project guidance. I am
indebted to him for encouraging and initiating me.
I also thank all faculty at MBA Department for their kind support
in making our project successful one.
I also cannot forget the contribution of my family who knowingly
or unknowingly helped me throughout my project report.

BY KIRTI BHASIN

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S.NO TOPIC

1. INTRODUCTION

2. CHALLENGES & ISSUE

CLASSIFICATION OF RETAIL STORE

3. FACTORS AFFECTING TOOLS IN MALLS

4. OBJECTIVE OF STUDY

5. RESEARCH METHODOLOGY

6. ANALYSIS OF DATA

7. FINDING OF THE RESEARCH STUDY

8. LIMITATION

9. CONCLUSION

10. APPENDICES
QUESTIONNAIRE

11. BIBLIOGRAPHY

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Introduction of retail industry:
The sea of change can pull customers in many directions. It is our responsibility to light

the way and take care of them… before the competition does.

RETAILING Means “Re-tailing” to the customers so that they comeback.

Retailing consists of all activities involved in selling goods and services to consumers for

their personal, family, or household use. It covers sales of goods ranging from automobiles

to apparel and food products, and services ranging from hair cutting to air travel and

computer education. Sales of goods to intermediaries who resell to retailers or sales to

manufacturers are not considered a retail activity.

The Indian retail story couldn't have been more different. India has approx 12 million retail

stores, more than rest of the world put together. But the per capita square feet area under

retail is just 2 sq.ft or 0.2 sq. meters with fragmented kirana stores being the predominant

players

Retailing in India has remained in the unorganized sector and largely untouched by

corporate. The first decade of modern retail in India has been characterized by a shift from

traditional channels to new formats including

department stores, hypermarkets, supermarkets and specialty stores across a range of

categories.

Modern retail formats have mushroomed in metros and mini-metros, in the last few years

modern retail has also established its presence in the second rung cities. Thus, exposing the

residents of these cities to shopping options, they have never experienced before. It has

been forecasted that the share of modern retail will increase from 2 per cent currently, to

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about 15-20 per cent over the next decade. To begin with, retailers today will have to

support the large retail infrastructure in terms of Malls and Superstores that are being

created. The challenge for leading retailers shall therefore shift from diverting demand to

creating demand.

With all the modern stores offering convenience in terms of an assortment of products,

ambience, service and innovative products, the paradigm shall shift from competing with

the kirana stores to an in-house demand creation. Relevant experiences from consumer

goods companies, which have successfully crafted an explosion in demand in their sectors,

through innovation, consumer driven strategies, will be head runner. Times are changing.

With the GDP at an all time high and income levels shooting through the roof, the average

Indian consumer has never had it so good. The propensity to consume has reached peaks

that had never been scaled before. Credit cards are flashed with disdain and shopping

baskets are getting bigger all the time. Here are some factors that indicate the potential of

retail in India:

● At 271 million, one of the largest consuming base in the world, forming 27% of the
total population.
● A high spending community below 45 years comprises 81 percent of the
population.
● A young population with 54% population below 25 years
● Increased literacy from 44% in 1965 to 70% in 2003
● Increase in working women from 1.3 million in 1961 to 4.8 million in 1998.
The first decade of modern retail in India has been characterized by a shift from traditional
kirana shops to new formats including department stores, hypermarkets, supermarkets and
specialty stores across a range of categories. Modern retail formats have mushroomed in
metros and minimetros.

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In the last few years, modern retail has also established its presence in the second-rung
cities, exposing residents to shopping options like never before. However, even as modern
retailers garner share from traditional channels, there is a larger role they would be required
to play in boosting consumption levels.Figures suggest that the total turnover of the sector
is around Rs 10 lakh crores, of which 4 percent is contributed by the organised sector.
The retail sector in India is highly fragmented with organized retail contributing to only
2% of total retail sales. The retail sector in developed countries was also highly fragmented
at the beginning of the last century but emergence of large chains like Wall Mart, Sears,
and McDonald’s led to rapid growth of organized retail and growing consolidation of the
retail industry in the developed countries.
Organized retail is growing rapidly and we see the emergence of large organized retail
chains like Shopper’s Stop, Lifestyle, and Westside. We also find retail malls mushrooming
all over the country. The opportunities in retail industry in India will increase since Indian
retailing is on the threshold of a major change.
India retail industry is the largest industry in India, with an employment of around 8% and
contributing to over 10% of the country's GDP. Retail industry in India is expected to rise
25% yearly being driven by strong income growth, changing lifestyles, and favorable
demographic patterns. It is expected that by 2016 modern retail industry in India will be
worth US$ 175- 200 billion. India retail industry is one of the fastest growing industries
with revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5%
yearly. A further increase of 7-8% is expected in the industry of retail in India by growth
in consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It has
further been predicted that the retailing industry in India will amount to US$ 21.5 billion
by 2021from the current size of US$ 7.5 billion.
Shopping in India have witnessed a revolution with the change in the consumer buying
behavior and the whole format of shopping also altering. Industry of retail in India which
have become modern can be seen from the fact that there are multi- stored malls, huge
shopping centers, and sprawling complexes which offer food, shopping, and entertainment
all under the same roof. India retail industry is expanding itself most aggressively, as a
result a great demand for real estate is being created.

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Traditional Convenience Stores:
Traditional convenience stores are too well established in India than to be wiped out and
besides there is uniqueness in the traditional items that represent the sub-continent. The
retail stores in India are essentially dominated by the unorganized sector or traditional
stores. Infact the traditional stores have taken up 98 percent of the Indian retail market.
Now stores run by families are primarily food based and the set up is as Kirana or the
'corner grocer' stores. Basically they provide high service with low prices. If the stores are
not food based then the type of retail items available are local in nature.The traditional
family run convenience stores can take pride in the fact that the Kirana is the most common
outlet forms for the consumers. The tough competition for convenience stores are coming
from organized retail stores dealing in food items, like:
● Apna Bazaar
● Canteen stores
● Food World
● Subhiksha
● Food Bazaar
Piramyd
Piramyd Retail is part of the Piramal Group, which has presence in diverse sectors spanning

Pharmaceuticals, Textiles, Real Estate, Engineering, Family Entertainment and Retail with

manufacturing operations in 19 locations across five states and employing over 18,000

people.

The promoters launched the apparel business in 1999 under Piramyd Retail and

Merchandising Pvt. Ltd. (PRMPL) while its food; home & personal care businesses

(FHPC) were housed under Crossroads Shoppertainment Pvt. Ltd. (CSPL). As the apparel

and food businesses individually reached a critical mass the management merged the two

companies into Piramyd Retail Ltd. due to distant synergies in two businesses in March

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2005. Pyramid also has a smaller format of stores called TruMart that caters to Food and

Personal Care products.

Piramyd Retail currently has 5 Mega stores and 8 TruMart stores mainly in Maharashtra .

The company plans to increase these numbers to 17 Mega stores and 69 TruMarts by

2008. The floor space is expected to be 5 times on successful expansion.

Subiksha :
The Chennai based Subiksha grocery chain runs around 200 outlets all over the country

and it’s current turnover stands at Rs 224 crores. Their target customer is the middle income

value conscious buyers. The main aim of Subiksha is to offer a functional and transactional

shopping experience. This retail chain has no qualms and spends almost no money on

creating a pleasant shopping experience, and all stores are non-air conditioned. There is no

false roofing or sparkling vitrified tiles on the floor.

A few years ago, Subiksha did not even offer shoppers self service. The customer had to

place an order at a computerized teller and the goods were billed and delivered after cash

is collected. Customers had to bring their own carrybags or pay to buy them from the store.

Subiksha even attempted to charge the customers for home delivery.

However, now Subiksha has slightly tweaked their business model in order to create a

better appeal to customers who were defecting to the competitors. The store formats are

still small and non-airconditioned. But customers have the option to pick from shelf spaces.

They also get shopping bags and free home delivery. But the selling USP(unique selling

proposition) remains the same --- Subiksha tries to be as close to the customer as possible

and offers the lowest price and huge savings in comparison to competitors. It’s slogan

happens to be --- bachat mera adhikar hain (saving is my fundamental right).

RPG Spencer

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RPG’s Spencer presently has 125 stores across 25 cities covering a retail trading area of

half a million square feet and with a clientele of 3 million customers a month. Spencer's

has a national footprint with seven hypermarkets, three supermarkets and 70 daily use

outlets, called Dailies.

All the newly opened Spencer's stores stock every conceivable product that is required by

a household on a daily basis. At Spencer's Daily shoppers can get fresh fruits, vegetables,

fast-moving consumer goods, household items, groceries, with regular offers and discounts

Spencer's outlets are divided in to three retail formats. These are, Spencer's Hyper, the over

25,000-sq ft hypermarkets stocking over 25,000 items. The 8,000sq ft to 15,000-sq ft mini

hyper stores, branded as Spencer's Super and the daily purchase 4,000-sq ft to 7,000-sq ft

Spencer's Daily for groceries, fresh food, chilled and frozen products, bakery and weekly

top up shopping.

Reliance Retail

On June 26, 2006, Mukesh Ambani, Chairman and Managing Director, Reliance Industries

Limited, announced a Rs 25,000-crore investment in the retail sector.

Reliance Retail started it’s retail operation with “Reliance Fresh”, a grocery store that sells

vegetables, fruits, personal care items and other food products. Soon, these retail outlets

will also be selling apparel and footwear, lifestyle and home improvement products,

electronic goods and farm implements and inputs. They will also offer products and

services in energy, travel, health and entertainment. In addition to this, partnerships would

be developed to bring the best of global luxury brands to India as well.

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Reliance Retail plans to extend it’s footprint to cover 1,500 Indian cities and towns with

outlets of a varied format, a mix of neighborhood convenience stores, supermarkets,

specialty stores and hypermarkets. Reliance also plans to open restaurant outlets, financial

services marts and tourism counters within it’s stores.

Mukesh Ambani’s ultimate ambition seems to be to create the Indian equivalent of Wal-

Mart by scaling up the business to unprecedented heights to reach every nook and corner

of the country. With it’s retailing venture, Reliance expected a revenue target of US $20

billion through it’s retail operations by 2010. Over a span of five years, RRL expects a 20%

return-on-investment.

The first store christened “Reliance Fresh” opened in November 2006 at Hyderabad.

Within a few months they have now opened stores in Mumbai, Pune and Ahmedabad and

plans foray into other cities on a rapid scale.

Bharti Wal-Mart
Bharti Retail (Pvt.) Ltd. unveiled the roadmap for its retail venture on 19th February,
2007 envisaging an investment of $2.5 billion with expectation of revenue of $4.5 billion
(about Rs. 20,000 crore) from this business by 2015. The first retail outlet is expected to
open somewhere in the month of August .Bharti’s plan is to invest $2.5 billion by 2015
and open stores across all major cities. This investment would be only for setting up
front-end stores. The modalities for its back-end linkage, including its joint venture with
the world's largest retailer Wal-Mart, are in the process of being worked out.
A high-level team from Wal-Mart was visited India in the later part of February to work

out the details of the back-end chain. While Bharti would manage front-end of the retail

venture, Wal-Mart would be involved in the back-end, including logistics, supply chain

and cash-and-carry, he added.

The JV was presently scouting for 10 million sq. ft. of retail space, which would include

hypermarkets, supermarkets and convenience stores and would provide employment to

about 60,000 people. The company would open multi-format retail outlets in all cities

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with a population of about one million. Bharti is now conducting a massive consumer

survey to take a final decision on branding and promotional campaign.

However, Bharti and Wal-Mart have been facing stiff opposition from the left parties and

other political outfits who fear that the entry of the Bentonville giant will make life

difficult for the small grocers and create massive unemployment. They also expect Wal-

Mart to take a tough stance on lowering prices and force farmers to sell their produce at

lower rates. A lurking fear of monopolistic regime in the retail sector is also enhancing

their fears. Both Bharti and Walmart are presently having a tough time in convincing the

ministers, politicians, agriculturists, the NGOs and other pressure groups that their

business model would serve to work in the best interests of all the stakeholders.

Aditya Birla – MORE

The Aditya Birla Group is India's first truly multinational corporation. Global in vision,

rooted in values, the Group is driven by a performance ethic pegged on value creation for

its multiple stakeholders. A US$ 24 billion conglomerate, with a market capitalization of

US$ 23 billion and in the League of Fortune 500, it is anchored by an extraordinary force

of 100,000 employees belonging to over 25 different nationalities. Over 50 per cent of its

revenues flow from its operations across the world.” Our mission is to change the way

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people shop. We will give them more.” says Mr. Kumar Mangalam Birla, Chairman,

Aditya Birla Group. The more. for you advantage: more. promises a world-class

pleasurable shopping experience to Indian consumers in their very own neighborhood.

more. Quality, more. variety, more. convenience and more. value are the four delivery

cornerstones of the more. chain of supermarket stores. more.

MORE. Value MORE. promises best in market pricing. Linking up directly with farmers

to source fresh fruits, vegetables and staples ensure great quality as well as great price. Add

to this, the membership program Club more. which provides convenience, customized

shopping solutions and savings, and the more. value promise becomes all the more evident.

More. Is an inspirational brand for an inspirational country. We have a bright and

committed, enthusiastic team that represents the best experience from India and globally.

MORE. also has a range of products from its own stable available across value, premium

and select ranges. The products have been quality-checked and are available in attractive

packaging at competitive prices. To avail additional benefits, at no extra charge, customers

can also enroll for the membership program Club mor

VISHAL RETAIL :

Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price

ranges. The showrooms have over 70,00 products range which fulfills all your household

needs, and can be catered to under one roof. It is covering about 1282000 sq. ft. in 18 state

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. What started as a humble one store enterprise in 1986 in

Kolkata(erstwhile, Calcutta) is today a conglomerate encompassing 51 showrooms in 39

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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 singe largest collection of

goods and commodities sold under one roof in India. 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. Company has already tied up for 5-lakh sq ft space and is looking for
more. Company will come up with 32 new stores this year. Company is doing research on
more formats. Company is looking for opportunities of expansion in the South.
Contribution of apparels business at 53% may slightly come down to 50%. India is a big
country and there is huge space for four-five big retail players. Vishal can always sustain
growth in this big market. Company can sustain margins as it is going for backward
integration. Currently manufacturing contributes 10% of the business, which in the next
two to three years, will go up to 25%. Company is increasing its focus on the non-apparel
and FMCG segment. The current share of FMCG at 15% could go up to 20-25%. Apparel
sales currently at 63% in the next 2-3 years should come down to 50% as the company is
now also focusing on different segments. With growth in volumes, the cost of sourcing
will come down in the near future. Company will venture wherever it gets real estate space.
Currently, it has very little space in the south India. Eventually, it will have a pan-India set
up.
Convenience Stores are open for long hours and is one of the formats of the Indian retail

stores that cater to basic needs of the consumer. A good example of such would be

Convenio. These stores are found in both residential as well as commercial markets. The

food products of traditional family run convenience stores are comprised of branded as

15
well as non-branded items. The benefits of family run convenience stores is that they give

importance to:

● Personal touch

● Facilities of credit

● Quick home delivery

● Non-food based stock comprises of multiple and varieties of local brands.

The future of such stores as they face competition from organized sector, would depend on

the following particulars:

● Place and capacity

● Diligent area coverage

● Disciplined work schedule

● Managing turnover

● Revenue from assets

● Customer service and satisfaction

The traditional family run convenience stores serves the purpose of the housewives who

definitely wants to avoid traveling long distances to purchase daily needs. The convenience

factor in terms of items, among people in general can be highlighted as below:

● Groceries

● Fruits

● Drug Store

● Necessary stationery

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As such traditional family run convenience stores are here to stay and cannot be oversized

by the organized retail sector besides, it represents the variety of India.

CHALLENGING TASK FOR FUTURE HR

MANAGERS

The HR personnel managers of tomorrow will have to face many Problem which should
provide scope for the further development of their multi-faceted talents. The nature of the
HR function is at times confusing and ambiguous HR managers have to engage in high and
low status activities at the same time. Although HR work is a separate specialty, it is also
at the heart of every manager’s job. Thus, they have to keep a delicate balance between
those aspects of personnel which should be looked after by the line managers and those
which should be handled by the staff specialists. Rapidly changing technology and
tremendous pace of development in the economy would demand significant and substantial
contribution from the HR mangers. This would necessitate administering of several
changes in technology and also in the organisational set-up-. In administering these
changes, HR managers will have to a vital and pivotal role by preparing the human
resources for such changes in a smooth way, and at the same time, ensuring the attainment
of organisational goals as well as growth and development of individuals. The other
Problem of Human Resource Management have been examined below.
Management of Human Relations
On the ‘industrial relations’ front, things are not showing much improvement even after so
many efforts by government in this direction. Though a large number of factor are
responsibility for industrial unrest but a very significant cause is the growth of multi-unions
in industrial complexes having different political affiliations. Under the present conditions,
appears that inter – union rivalries would grow more in the coming years and might create
more problems in the industry.
Management of human relations in the future will be more complicated than it is today
“May of the new generation of employee will be more difficult to motivate than their
predecessors. This will impart the result of a change in value systems coupled with rising

17
educational levels. Greater scepticisms concerning large organisations and less reverence
for authority figures will be more common Unquestioning acceptance of rules and
regulations will be less likely”.
Motivation
Work-force in the future will comprise better educated and self-conscious workers. They
will ask higher degree of participation and avenues for self fulfilment. Moreover the
proportion of professional and technical employees will increase in relation to blue-collar
workers. The ration of female employee will increase in relation to blue-collar workers.
The ration of female employees in the total workforce will also rise. Integration of women
within managerial ranks will itself be a problem. Money will no longer be the sole
motivating force the majority of the workers. Non-financial incentives will also play an
important role in motivating the work force. In short, human resources will be treated as
assets which will appear in balance sheets of business organisation in future.
Leadership
The Human Resource Manager of tomorrow will not only look after personnel function.
But also be involved in the actuating process leadership and motivation of the entire
organisation, similarly, human resources management is not merely going to be an
exclusive job of the HR Manager, but every executive in the organisation would be made
responsible for the effective management of people in his unit . Thus, management of
human resources will receive greater attention of all mangers form top to bottom. The
human resource manger would play the key role in formulation of personnel policies,
programmes, plans and strategies of the organisation. While other functional executive will
be involved in personal programmes, every HRM programme will have to be properly
planned and directed by the human resource manger in consultation with the other
functional mangers.
Empowerment
Dynamic mangers understand the role of empowerment of lower in interacting with
uncertain environment effectively; Empowerment involves efforts to take full advantage
of organisation’s human resource by giving everyone more information and control over
how they perform their jobs. Various techniques of empowerment range from participation
in decision making to the use of self-managed teams. In future, organisation will follow

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team structures which will pave the way for empowerment of lower levels. Empowerment
would be all the more necessary to speed up the process of decision-making, make use of
environmental opportunities and to serve the customers and society better.
TQM
Total quality management (TQM) refers to me4eting the requirements of customers
consistently by continuous improvement in the quality of work of all employees.
Quality Circle
A quality circle is a small group of employees doing similar or related work who meet
regularly to identify. Analyse solve product-quality problem and to improve general
operations.
BPR [ Business process re-engineering]
The fundamental rethinking and radical redesign of business processes to achieve dramatic
improvement in critical, contemporary measures of performance such as cost quality,
service and speed.
Building Responsive Organisations
The Human Resource Mangers will have to contribute tremendously to the building up of
responsible organisation. Creating adaptive customer-oriented organisation would require
soliciting employees’ commitment and self-control and encouraging empowerment of
employees. Imposing himself as the traditional boss, the future manager will have to think
of himself as a ‘team-leader’ internal consultant and ‘change facilitator’
Change Agent
The HR managers will be required to act as change agents through greater involvement in
environmental scanning and strategic planning. The HR function will become more
creative and less mechanistic. It will be more concerned with substance rather than form,
accomplishments rather than activities, and practice rather than theory. The personnel
function will be responsible for furthering the organisation not just maintain it. HR
managers will give to devote more time to promote changes among the personnel to prepare
them to deal with the environmental uncertainties.
Greater Professionalism

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In future, the HR Manager will have to be an expert in behavioural sciences; He will lay a
creative and developmental role. HR management has emerged as a discipline in its own
right and the HR manager is a professional. Professional dynamic will enhance its prestige
and quality for service. However, its survival and success in future will depend upon the
judicious application of knowledge and skills and skills available. Personnel management
will emerges as a well respected and well-rewarded profession, comparable to other
established professions provided the Problem and opportunities are successfully exploited
for its advancement
New Work Ethics
HR manager will have to mobilise a new work ethic so as to assist the top management in
setting up and enforcing good quality standards. Greater efforts will be needed to achieve
group cohesive group cohesiveness because workers will give transient commitment to
groups. As changing work ethic requires increasing emphasis on individual jobs will have
to be redesigned to provide challenge. Flexible starting and quitting times for employees
(flexi time) may be necessary. Focus will shift from extrinsic to intrinsic motivation of
employees.
In future, changes will have to be initiated and managed to improve organisational
effectiveness. A work culture conductive to absorption of changes in the technological,
economic political, socio-cultural and international environment will have to be nourished
by the HR/Personnel executives if they want to acquire higher status in industry and
society. They will also have to make top management more actively involved in the
development of human resources for meeting the Problem of environment and enhancing
organisational effectiveness.
Indian organized retail market:
Indian organized retail market is growing at a fast pace due to the boom in the India retail

industry. In 2005, the retail industry in India amounted to Rs 10,000 billion accounting for

about 10% to the country's GDP. The organized

retail market in India out of this total market accounted for Rs 350 billion which is about

3.5% of the total revenues.

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Retail market in the Indian organized sector is expected to cross Rs 1000 billion by 2010.

Traditionally the retail industry in India was largely unorganized, comprising of drug

stores, medium, and small grocery stores. Most of the organized retailing in India have

started recently and is concentrating mainly in metropolitan cities. The growth in the Indian

organized retail market is mainly due to the change in the consumers behavior. This change

has come in the consumer due to increased income, changing lifestyles, and patterns of

demography which are favorable. Now the consumer wants to shop at a place where he can

get food, entertainment, and shopping all under one roof. This has given Indian organized

retail market a major boost.

Retail market in the organized sector in India is growing can be seen from the fact that

1500 supermarkets, 325 departmental stores, and 300 new malls are being built. Many

Indian companies are entering the Indian retail market which is giving Indian organized

retail market a boost. One such company is the Reliance Industries Limited. It plans to

invest US$ 6 billion in the Indian retail market by opening 1000 hypermarkets and 1500

supermarkets. Pantaloons is another Indian company which plans to increase its retail space

to 30 million square feet with an investment of US$ 1 billion. Bharti Telecoms an Indian

company is in talks with Tesco a global giant for a £ 750 million joint venture. A number

of global retail giants such as Walmart, Carrefour, and Metro AG are also planning to set

up shop in India. Indian organized retail market will definitely grow as a result of all this

investments

UNORGANISED RETAIL SECTOR:

Today, retailing doesn’t involve just dealing or marketing from shops, it includes analyzing

the market in an effort to provide reasonable prices together with an array of options and

21
experience to customers. The sole purpose of all this is retaining the brand loyalty of

customers. Indian retail is currently a US$ 245 billion market and is anticipated to extend

to almost US$ 385 billion mark by the next five years. The Indian retail sector is currently

sporting a brand new look and together with a 46.64 per cent three-year Compounded

Annual Growth Rate (CAGR), Conventional marketplaces are paving way for new

shopping malls, the likes of superstores, shopping plazas, supermarkets and brand label

stores. International style shopping centers have started dotting the skyline of cities and

smaller towns, acquainting the Indian customer to a unique shopping experience. The retail

industry in India is split up into the unorganized and organized retail segments. The

unorganized retail sector includes the big, average and modest grocery stores and the

chemist shops. A changeover is taking place from the conventional retail sector to

organized retailing. But the unorganized segment still dominates and leads the industry. By

2010, the Indian retailing sector is anticipated to become an Rs12.5 trillion market. The

share of organized retailing is supposed to jump to about 10 per cent from the existing three

per cent. The anticipated staggering growth in organized retailing provides an opportunity

to expand the market for both established and new players. According to the latest report

India Retail Sector Analysis (2006ñ07)I by RNCOS, the total retail market is primarily

focused in rural regions, which makes up 55 per cent or US$ 165 billion of the overall retail

market as opposed to urban segment, which represents 45 per cent or US$ 135 billion of

the gross retail market. The rural market is spread over 627,000 villages, even though its

centre of attention is focused around a core group of 100,000 villages that makes up 50 per

cent of the rural population.

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India represents the most compelling international investment opportunity for mass

merchant and food retailers looking to expand overseas, according to management

consulting firm AT Kearney's 2005 Global Retail Development Index (GRDI), an annual

study of retail investment attractiveness among 30 emerging markets. India is rated as the

fifth largest emerging retail market and is seen as a potential goldmine. Driving global

brands into India is the greatly improved investment climate due to the recent relaxation of

direct ownership restrictions on foreign retailers. The country's retail market totals $330

billion, is vastly underserved and has grown by 10 per cent on an average over the past five

years. The message for retailers on India is clear – move now or forego prime locations

and market positions that will soon become saturated. Global retailers that missed

opportunities to capture first-mover advantage in China will make up for it in India.

Though India has more than five million retail outlets, they are greatly unorganized. There

is no supply chain management perspective. In fact, out of the entire retail sector in India,

the organized sector is only 25 per cent and the rest is unorganized. 96 per cent of the retail

outlets are smaller in area than the standard norms. The retail industry is divided into

organized and unorganized sectors. Organized retailing refers to trading activities

undertaken by licensed retailers who are registered for sales tax and income tax. These

include corporate backed hypermarket and retail chains and so on. Unorganized retailing

is the traditional low-cost shops, handcarts and pavements and is by far the prevalent form

of trade in India. The efficiency of organized sector in retailing is manifested in some of

the newer supermarkets in urban/metropolitan India – the produce is cleaner, fresher, well

packed and often cheaper than the local shopkeeper. This is possible because of the far

more efficient distribution system, which organized retail chains are employing, by cutting

23
the layers of middlemen involved. There are other benefits too, of transforming the

unorganized retail sector into an organized sector. Firstly, a number of new jobs will be

created, far better paid than the underage labor working in the local shops. Secondly, the

benefits to the producer and consumer through better prices and lesser wastage; throwing

up exportable surpluses, which will also benefit the economy as a whole. Thus one can see

that allowing FDI in retailing is beneficial to all the stakeholders involved

Retailing formats in India

Malls:

The largest form of organized retailing today. Located mainly in metro cities, in

proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They

lend an ideal shopping experience with amalgamation of product, service and

entertainment, all under a common roof. Examples include Shoppers Stop, Pyramid,

Pantaloon.

1. Specialty Stores: Chains such as the Bangalore based Kids Kemp, the Mumbai

books retailer Crossword, RPG's Music World and the Times Group's music chain Planet

M, are focusing on specific market segments and have established themselves strongly in

their sectors.

2. Discount Stores: As the name suggests, discount stores or factory outlets, offer

discounts on the MRP through selling in bulk reaching economies of scale or excess stock

left over at the season. The product category can range from a variety of perishable/ non

perishable goods

24
3. Department Stores: Large stores ranging from 20000-50000 sq. ft, catering to

a variety of consumer needs. Further classified into localized departments such as clothing,

toys, home, groceries, etc.

4. Department Stores: Departmental Stores are expected to take over the apparel

business from exclusive brand showrooms. Among these, the biggest success is K Raheja's

Shoppers Stop, which started in Mumbai and now has more than seven large stores (over

30,000 sq. ft) across India and even has its own in store brand for clothes called Stop.

5. Hypermarts/Supermarkets: Large self service outlets, catering to varied

shopper needs are termed as Supermarkets. These are located in or near residential high

streets. These stores today contribute to 30% of all food & grocery organized retail sales.

Super Markets can further be classified in to mini supermarkets typically 1,000 sq ft to

2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a

strong focus on food & grocery and personal sales.

6. Convenience Stores: These are relatively small stores 400-2,000 sq. feet

located near residential areas. They stock a limited range of high-turnover convenience

products and are usually open for extended periods during the day, seven days a week.

Prices are slightly higher due to the convenience premium.

International retailers :

The Australian government's National Food Industry Strategy and Austrade initiated a

test marketing food retail in India wherein 12 major Australian food producers have tied

up with India-based distributor AB Mauri to sell their products directly at retail outlets.

The largest-ever 150-member British business delegation in India committed investments

in the areas of food processing, agri retail and manufacturing. It is also likely to press for

25
the liberalisation of sectors like financial & legal services and retail.

Supermarkets:

Large self service outlets, catering to varied shopper needs are termed as Supermarkets.

These are located in or near residential high streets. These stores today contribute to 30%

of all food & grocery organized retail sales. Super Markets can further be classified in to

mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from

of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.

Supermarkets are relatively new entrants in the market. They are so called pioneers in

organized food retailing and go by the western model in look and feel and format. This is

what everybody means when they say organized food retailing.

Franchise outlets:

Like Tommy Hilfiger and Wal Mart, other US retailers are firming up their India entry

strategies and if they are already in, they are undergoing rapid expansion. Fashion brands

DKNY is also al set to foray into the Indian fashion Industry through a franchisee

26
agreement with Indian company, S. Kumar Starbucks recently expressed their interest in

entering Indian company

Like Tommy Hilfiger and Wal-Mart, other US retailers are firming up their India entry

strategies and if they are already in, they are undergoing rapid expansion. Fashion brand

DKNY is also all set to foray into the Indian fashion Industry through a franchisee

agreement with Indian company, S Kumar’s.Starbucks recently expressed their interest in

entering India through the franchise route, like their AmericanF&B counterparts Pizza

Hut, Subway, and the very successful McDonald’s. McDonald’s has major expansion

plans lined up; in the next 3 years, it plans to open another 100 outlets

in cities across India.

Hypermarket:

A very large commercial establishment that is a combination of departmental store and a

supermarket.

The specific features of a hypermarket are the wide range of goods offered, quality service,

quality display of goods on the shelves and complex systems providing for customers

loyalty.

Hypermarket is known for a wide range of goods offered. It consist of dozens of thousands

of items, while similar goods can be offered in several forms. In order to work with such

an assortment it is necessary to group it into categories and sub categories that would unite

goods according to this or that criteria.

Shopping Malls:

The new shopping malls that have been expanding their footprint across Indian cities are

well designed, built on international formats of retailing and integrated with entertainment

27
and restaurants to provide a complete family experience. Over 300 malls are expected to

be built over the next two years and most Indian cities with over a million populations will

be exposed to method of retailing.

2021Eisai Oncology and Senior Health Digest

The 2021Eisai Oncology and Senior Health Digest demonstrates Eisai's ongoing
dedication to oncology and senior care. This publication, now in its fourth year, continues
to confirm Eisai's commitment to working with health care professionals to achieve
improved patient care. The 2021edition provides key insights to help organizations develop
impactful oncology and seniorinitiatives.
If you would like to learn more about the 2021Eisai Oncology and Senior Health Digest,
view sample data charts.

C.A.R.E. Pharmacy Award

Eisai Inc., in partnership with the Alzheimer's Association, has established the C.A.R.E.
(Commitment to Alzheimer's Recognition of Excellence) Award to recognize the critical
role pharmacists play in supporting people with Alzheimer's disease and their families.

The award program allows for patients and families who have been affected by
Alzheimer's disease the opportunity to recognize pharmacists who have made a positive
difference in their lives.

DVTeamCare™ Hospital Award

Eisai Inc., in partnership with the North American Thrombosis Forum (NATF), has
established the DVTeamCare Hospital Award to recognize hospitals that have made a
significant commitment to preventing DVT and dedicating the necessary resources to
achieve this goal. The award program will showcase the details of the winning hospital's
protocol and implementation plan to help other hospitals enhance their efforts to prevent
DVT and its potentially fatal complications.

28
Community Involvement
Whether they are participating in Eisai-sponsored programs or volunteering on their own,
our employees show a community spirit that reflects our mission, vision and values. Some
of the organizations and efforts Eisai and its employees have supported include:

● Alzheimer's Association
● ALS Association
● CancerCare

● Duke Children's Hospital & Health Center

● Durhham Rescue Mission
● Epilepsy Foundation
● Family Support Center of New Jersey
● Food Bank of North Carolina
● Make-A-Wish Foundation
● March of Dimes
● National Alliance for Caregiving
● National Family Caregivers Association
● Parkinson's Disease Foundation
● PERC Homeless Shelter
● Red Cross
● Salvation Army - North Carolina
● Susan G. Komen Breast Cancer Foundation

Classifying Indian retail:

(A)Modern Format retailers

1) Supermarkets (Foodworld)

2) Hypermarkets (Big Bazaar)

3) Department Stores (Shoppers Stop)

4) Specialty Chains (Ikea)

29
5) Company Owned Company Operated (BP)

(B)Traditional Format Retailers:

1) Kiranas: Traditional Mom and Pop Stores

2) Kiosks

3) Street Markets

4) Exclusive /Multiple Brand Outlets

(C)Large Indian retailers

Hypermarket

1) Big Bazaar

2) Giants

4) Star

II Department store

1) Lifestyle

2) Pantaloons

3) Piramyds

III Entertainment

1) Fame Adlabs

2) Fun Republic

FOOD RETAILERS

● There are large number and variety of retailers in the food-retailing sector

Traditional types of retailers, who operate small single-outlet businesses mainly using

family labour, dominate this sector In comparison, super markets account for a small

proportion of food sales in India, However the growth rate of super market sales has being

30
significant in recent years because greater numbers of higher income Indians prefer to shop

at super markets due to higher standards of hygiene and attractive ambience

● HEALTH & BEAUTY PRODUCTS

● With growth in income levels, Indians have started spending more on health and

beauty products .Here also small, single-outlet retailers dominate the market .However in

recent years, a few retail chains specializing in these products have come into the market.

Although these retail chains account for only a small share of the total market their business

is expected to grow significantly in the future due to the growing quality consciousness of

buyers for these products.

● C) CLOTHING & FOOTWEAR

● Numerous clothing and footwear shops in shopping centers and markets operate all

over India. Traditional outlets stock a limited range of cheap and popular items; in contrast,

modern clothing and footwear stores have modern products and attractive displays to lure

customers. However, with rapid urbanization, and changing patterns of consumer tastes

and preferences, it is unlikely that the traditional outlets will survive the test of time.

● D) HOME FURNITURE & HOUSEHOLD GOODS

● Small retailers again dominate this sector. Despite the large size of this market, very

few large and modern retailers have established specialized stores for these products.

However there is considerable potential for the entry or expansion of specialized retail

chains in the country.

● E) DURABLE GOODS

● The Indian durable goods sector has seen the entry of a large number of foreign

companies during the post liberalization period. A greater variety of consumer electronic

31
items and household appliances became available to the Indian customer. Intense

competition among companies to sell their brands provided a strong impetus to the growth

for retailers doing business in this sector.

● F) LEISURE & PERSONAL GOODS

● Increasing household incomes due to better economic opportunities have

encouraged consumer expenditure on leisure and personal goods in the country. There are

specialized retailers for each category of products (books, music products, etc.) in this

sector. Another prominent feature of this sector is popularity of franchising agreements

between established manufacturers and retailers.

● Today trend is the development of integrated retail cum Entertainment centers or

shopping malls. An increasing number of retailers are focusing on malls now as opposed

to stand-alone developments. While the number of shopping malls has seen a massive surge

in the recent past in the metros and their suburbs, the latest trend in this sector is the

increasing focus on providing leisure activities such as multiplexes, facilities for kids'

entertainment, eateries etc. within the mall premises. Customer less the time consumes and

more entertainment with his family in malls because they within shopping mall number of

retail shop and variety of products and selected the product they want. Good environment

in mall. Less crowed and These are enclosed, air-conditioned, multi-level malls of at least

100,00 sq ft. Lifestyle and hypermarkets like Big Bazaar and Giant. Cinemas also often

anchor malls. Driven by the lucrative tax breaks, the old single screen theatres are being

divided into three-five smaller screens, as was done in the US, years ago. Example for wave

and PVR.

32
Factor affecting consumer buying behavior

Consumer buying behavior is influenced by the major three factors:

● Social Factors

● Psychological Factors

● Personal Factors.

A. Social Factors

Social factors refer to forces that other people exert and which affect

consumers’ purchase behavior. These social factors can include culture and

subculture, roles and family, social class and reference groups.

33
B. Psychological Factors
These are internal to an individual and generate forces within that influence
her/his purchase behavior. The major forces include motives, perception,
learning, attitude and personality.

C. Personal Factors
These include those aspects that are unique to a person and influence purchase

behavior. These factors include demographic factors, lifestyle, and situational

factors.

Information Search

Problem Recognition

Purchase Action

Alternative Evaluation
Post purchase action

34
Information Search and Decision Making

Problem Recognition. One model of consumer decision making involves several steps.

The first one is problem recognition—you realize that something is not as it should

be. Perhaps, for example, your car is getting more difficult to start and is not accelerating

well. The second step is information search—what are some alternative ways of solving

the problem? You might buy a new car, buy a used car, take your car in for repair, ride the

bus, ride a taxi, or ride a skateboard to work. The third step involves evaluation of

alternatives. A skateboard is inexpensive, but may be ill-suited for long distances and for

rainy days. Finally, we have the purchase stage, and a post-purchase stage (e.g., you

return a product to the store because you did not find it satisfactory). In reality, people may

go back and forth between the stages. For example, a person may resume alternative

identification during sometimes while evaluating already known alternatives.

Consumer involvement will tend to vary dramatically depending on the type of product. In

general, consumer involvement will be higher for products that are very expensive (e.g., a

home, a car) or are highly significant in the consumer’s life in some other way (e.g., a word

processing program or acne medication).

It is important to consider the consumer’s motivation for buying products. To achieve this

goal, we can use the Means-End chain, wherein we consider a logical progression of

consequences of product use that eventually lead to desired end benefit. Thus, for example,

a consumer may see that a car has a large engine, leading to fast acceleration, leading to a

feeling of performance, leading to a feeling of power, which ultimately improves the

consumer’s self-esteem. A handgun may aim bullets with precision, which enables the

35
user to kill an intruder, which means that the intruder will not be able to harm the

consumer’s family, which achieves the desired end-state of security. In advertising, it is

important to portray the desired end-states. Focusing on the large motor will do less good

than portraying a successful person driving the car.

Information search and decision making. Consumers engage in both internal

and external information search.

Internal search involves the consumer identifying alternatives from his or her memory. For

certain low involvement products, it is very important that marketing programs achieve

“top of mind” awareness. For example, few people will search the Yellow Pages for fast

food restaurants; thus, the consumer must be able to retrieve one’s restaurant from memory

before it will be considered. For high involvement products, consumers are more likely to

use an external search. Before buying a car, for example, the consumer may ask friends’

opinions, read reviews in Consumer Reports, consult several web sites, and visit several

dealerships. Thus, firms that make products that are selected predominantly through

external search must invest in having information available to the consumer in need—e.g.,

through brochures, web sites, or news coverage.

Retail outlet selection and brand selection:

There are three fundamental patterns, which a consumer can follow and they

could be:

(I) Brand first, retail outlet second

(ii) Retail outlet first, brand second

36
(iii) Brand and retail outlet simultaneously.

A consumer wanting to buy a car may collect information on brands and purchase it from

a retail outlet based on his perception of price offered or after sales service provided by the

outle . In certain product categories, especially where `category killers' exist, consumers

may think of the retail outlet initially and then the brands.

One more dimension may be to compare brands in the evoked set at retail outlets which

also exist in an evoked set of their own. A `brand first' dimension may need feature-based

advertising and a `retail outlet first' dimension may require a set of point-of-purchase (POP)

materials and special training to sales personnel to recognize the needs of consumers.

Brand first and outlet second: The brand was probably thought of by the consumers

because-

(i) the consumers may not have developed a relationship with any retailer which is strong

enough to get into the `evoked retail set' or

(ii) the brand has got into the evoked set because of advertising or positive word of mouth.

Local advertising with the mention of brand names which have already got into the evoked

set would enable consumers to be `pulled' to the outlet. Primary research may be required

to identify the brands in the evoked set

Organized vs Unorganized Retail:

In the developed economies, organized retail is in the range of 75-80 per cent of total retail,

whereas in developing economies, the unorganized sector dominates the retail business.

The share of organized retail varies widely from just one per cent in Pakistan and 4 per

cent in India to 36 per cent in Brazil and 55 per cent in Malaysia (Table 2.2). Modern retail

formats, such as hypermarkets, superstores, supermarkets, discount and convenience stores

37
are widely present in the developed world, whereas such forms of retail outlets have only

just begun to spread to developing countries in recent years. In developing countries, the

retailing business continues to be dominated by family-run neighbourhood shops and open

markets. As a consequence, wholesalers and distributors who carry products from

industrial suppliers and agricultural producers to the independent family-owned shops and

open markets remain a critical part of the supply chain in these countries .

Share of Organized Retail in Selected Countries, 2008-09

CountryTotal Retail Sales (US$ bn) Share of Organized Retail (%)

USA 2,983 85

Japan 1,182 66

China 785 20

United Kingdom 475 80

France 436 80

Germany 421 80

India 322

Source: Planet Retail and Technopak Advisers Pvt. Ltd

38
 Objective of the study

What are the most favored retail attributes by

consumers and how will they change in future

How are the conventional and organized retailers

perceived?

efficiently the company managing its working capital

What external forces influence the choice of consumers
and how can these forces be accounted for in future

What external forces influence the choice of

company
consumers managing
To study the and itsgiven
preference working
how capital
by can these
consumers forces
in term be
of quality,
ambience, service,
accounted for inscheme and location for retail purchase.
future?

What are the factors affects for the purchase?

39
Research Design:

Descriptive research design will be used.

● Type: Descriptive Study

● Scope: combination of theoretical study as well as Statistical Study

● Environment: Field Research

Data Sources: Data type collected for analysis is PRIMARY i.e. data has

been observed and recorded by the researchers for the first time to their

knowledge. Data collected through journals, newspapers & internet is

SECONDARY type.

Method of data collection:

This study is a research which utilizes interrogation and observation method

for data collection. Secondary data was obtained from intensive analysis &

observation. The primary data are those, which are collected afresh and for

the first time, and thus happen to be original in character. The secondary data,

on the other hand, are those which have already been collected by some one

else and which have already been passed through the statistical process.

Method employed to collect data is Questionnaire. This is a simple survey

conducted by filling in questionnaire from the people who visit malls.

40
Collection of the Primary data:
As this study is of descriptive type, the primary data has been collected

through Questionnaire

Primary Data - Survey of Customers in Delhi ncr.

It will be collected with the help of Questionnaire Method and Survey

Research.

Secondary Data - It will be collected with the help of Internet, books,

journals, articles of newspapers & magazines and research papers related to

booming organized retail sector.

Analysis of Data:
This research analysis is based on the answers given by the sample

customers of Delhi ncr on the basis of consumer survey questionnaire.

● Average Monthly Shopping Budget of Consumers

7% 1% 0-2000
12% 23%
2000-5000
5000-10000
10000-20000
19%
20000-50000
38% 50000 & More

The below given was the interpretation of the average monthly shopping budget for the

sample size in the project survey. In the sample size most of the people (i.e. 38%)were

able to do shopping betwee

41
n Rs. 2000-5000.

Awareness about different brands of Retail Sector:

The store location, its customer services, discount schemes and offers, its quality are the

important factors for the awareness of the any retailing company or brand but apart from

all these the most important thing which influence the awareness of any particular brand

is it’s advertising and other promotional activities. Big Bazaar of future group in

Lucknow is very well know brand among the people of sample because of it’s pricing,

attractive offers and discounts and its very good promotional and marketing activities.

The Vishal Mega Mart is also famous because of its reach in the various areas of the city.

● Which Retail chain Customers like to visit often:

West Side
Landmark
9%
11%

Shoppers
Stop Big Bazar
17% 36%

Vishal
Mega Mart
27%

42
Because of it’s attractive pricing and good schemes and offers people like to visit Big

Bazaar most often. Vishal Mega Mart is also giving attractive discount on formal wear so

it is also known for good footfall. Shoppers stop do not have discount offers and schemes

but it is still liking of some of people in sample size because of its ambience, shopping

comfort and good customer services

Customer Preferences for shopping from Retail chain

Discount Schemes

Quality

Location

Customer Service

Ambience

The consumers of sample size were visiting the big retail outlets most because of their

good pricing and for their attractive schemes and discounts offers. After that they also

going there for the quality experience. The location of the store is also a big concern for

the consumers. Thereafter they are also looking for good customer services. They want to

get well treated by the sales persons of the stores. Ambience came in last for all of them

43
How much time spend every day a consumer in a mall system

0-30
30-60
60-120
120-180

The following pie chart shows that time spending by an individual consumer in a mall or

retail chain. The time represent in the term of minutes. From the following pie chart we

analysis that the number of consumer are more who spent the maximum time that is 60-

120 minutes. A less number of consumer who spent 0-30 minutes in a particular retail

shops.

Age of the consumers who visit in a retail system

The above bar charts shows that the

percentage of the consumers whose age between the 20-30 years is maximum in

comperision to the others age distribution. The percentage of the age limit between the

10-20 years is very low with respect to others.

44
Why do you like that particular retail chain

The above graph shows that consumers like to a particular retail chain they have find a

wide range of choice.The percentage of the consumers who like a retail chain to find a

free offers is minimum in comerision to others.

Occupation of the consumer who visit in a retail shop

The occupation of a particular consumers who visit in a retail or mall system is

government employee have the maximum percentage. The occupation which has the

minimum percentage is student. The second maximum percentage has the private

employee. Business man have the 20% visiting option in a retail system

Consumer buying behavior related to product cost

45
Consumer have a different type of buying behavior. The graphs shows the buying

behavior related to the product cost.Consumer who wants a average cost of a particular

product have the maximum percentage.The percentage of the consumer who wants the

very low cost of a particular product is very low.

Why do you like to buy a product from a mall system

The above graph shows that a consumer like to buy a product from a mall system because

it has the maximum percentage.Consumers have a different type of aspectation.The

percentage of consumer who buy a product from a mall system to find the high quality is

the15%. Every consumer wants to save their time and for this perpose they visit to a mall

system and it has the 25 persentage.

46
Consumers satisfaction with respect to retail system

The above graph shows that 40% of consumers is strongly satisfied, 30% of consumers

are only satisfied and 20%of consumers are dissatisfied and the 10% of consumers are

strongly dissatisfied.

Consumer expectation to some changes in retail system

The above graphs shows that the 35% of consumers strongly agree to some changes in

retail system. 30% percentage of consumers only agree to find some changes in retail

system. The 20% of consumers are disagree and 15% of consumers are strongly disagree

related to some changes in retail system.

47
Finding of the research study

● Customer’s preferences for grocery shopping are gradually shifting

from local kirana stores to organized convenience stores.

● Age is one of the most important factors responsible for the changing

preference of customers.

● Payment through credit cards is increasing purchases from convenience

store.

● Brand Choice of customers is changing and this is also influencing shift

from kirana to convenience store. .

● Maximum no of customers belongs to young age group.

● Maximum no of customers are male in malls due to family

responsibility.

● It means maximum no of customers having nucleur family.

● Maximum no of customers are educated and aware about retail store.

● Maximum no of customers are belonging to upper middle class.

● Maximum no of customer are preferred Shopping Malls for purchasing.

● Maximum no of customers are time conscious and desire for many

brand under one roof.

● Maximum no of customers are price conscious so maximum customers

belongs to middle class.

48
Limitation of the study

Every report has its pros and cons so mine also have some limitations.

They can be pointed as:

● Sample size restricted to 100 only which was very less according total

population.

● The responses given by respondents were not always accurate because

the respondents gave the response according to their understanding.

● Survey is a time consuming process but the time to collect the data for

research was very less.

● Sometimes the respondents are not willing to fill the questionnaire

and hence the resultant may not be correct.

49
Conclusion of the study

The past 4-5 years have seen increasing activity in retailing. And, various business houses

have already planned for few investments in the coming 2-3

years. And though the retailers will have to face increasingly demanding customers, and

intensely competitive rivals, more investments will keep flow in. And the share of

organized sector will grow rapidly. retailing in India is surely poised for a takeoff and will

provide many opportunities both to existing players as well as new entrants.. The country

is witnessing a period of boom in retail trade, mainly on account of a gradual increase in

the disposable incomes of the middle and upper-middle class households. More and more

corporate houses including large real estate companies are coming into the retail business,

directly or indirectly, in the form of mall and shopping center builders and managers.

New formats like super markets and large discount and department stores have started

influencing the traditional looks of bookstores, furnishing stores and chemist shops. The

retail revolution, apart from bringing in sweeping, positive changes in the quality of life in

the metros and bigger towns, is also bringing in slow changes in lifestyle in the smaller

towns of India. Increase in literacy, exposure to media, greater availability and penetration

of a variety of consumer goods into the interiors of the country, have all resulted in

narrowing down the spending differences between the consumers of larger metros and

those of smaller towns. Lastly I want to conclude my project in some points-

⮚ The customers are attracting towards shopping malls & retail outlets.

50
⮚ The shopping malls & retail outlets are targeting to middle class customers because

the purchasing power of this class is rapidly growing as well as the class is also growing.

⮚ The young generation is fashion & show-off conscious so retail outlets are mainly

focused on them.

⮚ Most of the family wants to purchase from big showrooms and malls because there

are no bargaining system so the have a trust that there is no cheating.

⮚ The main strength of most of the retail outlets are providing attractive offers to

attract customers.

⮚ Big retail stores are running customer loyalty programmes which has increased

profits and no. of customers.

51
Appendices Questionnaire

Questionnaire on change in Consumer’s Behavior due to mall system of

retail

1.What is your monthly shopping budget?

0-2K 2-5K 5-10K 10-20K 20-50K >50K

2.Which retail chains did you visit ?

Big Bazaar

Shoppers Stop

Westside

Landmark

Vishal Megamart

Any other (Please specify) ________________________________

3. Which retail chains do you visit often?

Big Bazaar

Shoppers Stop

Westside

Landmark

Vishal Megamart

Any other (Please specify) ________________________________

4. Which retail chain did you like most

Big Bazaar

Shoppers Stop

Westside

52
Landmark

Vishal Megamart

Any other (Please specify) ________________________________

5. Why did you like that particular retail chain?

Attractive Prices

Wide range of choices

Discount Schemes

Free Offers

Any Other (Please Specify) Mark on a scale of -3 to +3 your perceptions about your

shopping experience in the following retail chains (where -3 indicates inferior and + 3

indicates superior) :

Feature Big Vishal Westside Shoppers Landmark

Bazaar Megamart Stop

Ambience 15

Attractive Prices 70

Range of Choices 65

Price Discounts 80

Freebies 60

Salespeople Behavior 50

Parking Facilities

Convenience

Home Delivery

53
How much time do you spend in the retail chain on every visit?

0-30 Minutes 30-60 Minutes 1-2 Hour 2-3 Hours

3-4 Hours

6. Consumer buying behavior related to product cost.

very high very low Average Below average

7. Why do you like to buy a product from a retail chain

Easy to visit save time High quality Brand products

8. Consumer satisfaction with respect to retail chain

Strongly satisfied Satisfied Strongly Dissatisfied Dissatisfied

9. Cosumers aspectation deu to some changes in retail system?

Strongly Agree Agree Strongly Disagree. Disagree

54
Bibliography

Goswami. P and Mishra. M, 2009, Would Indian consumers move from kirana

store to organized Retailers when shopping for groceries, Asia Pacific Journal

of Marketing and Logistics, Vol. 20, No. 1

ICRIER journal paper, September 2008

http://ssrn.com/abstract=994238

BOOKS:-

Marketing Management. ----Kotler & Keller

Marketing Management in Indian Perspective

Retail management ---Levy & Weitzs

WEBSITES

www.retailindia.net

www.retailbiz.com

www.businessworld.in

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