study on consumer perception on orgining retailing in indain222222
TRANSCRIPT
Training Project Report On
“STUDY ON CONSUMER PERCEPTION RETAILING ORGANIZING IN INDIA”
Submitted towards the partial fulfillment of requirement of Maha Maya Technical
University, Noida for the award of degree of Master of Business Administration
(MBA).
Session (2011-2012)
Submitted by:
SANJEEV CHAUHAN
MBA IV Semester
1060670020
VIDYA INSITITUTE OF TRAINING AND DEVELOPMENT
BAGHPAT RAOD, MEERUT
1
“Comparative Study on Profitability Drivers of Indian Retail Industry and their formats”
and “challenges to unorganized retails in the current scenario”.
Submitted to: Mrs. Anshu Sharma
INDEX2
CONTENTS PAGE NO
Acknowledgement
Preface 5
Today’s Retail in India 6 -14
Key Points of Indian Organized Retail Industry 15 -16 Formats in Indian Organized Retail Sector 17 - 18
Top Major Retail Players in India 19
Objectives of the Study 20
PHASE-I
Scope of the Study 22
Research Methodology 23 - 24
Research problem and its relevance 25
Name of the Stores 26
Vishal Mega Mart 27 - 37
Big Bazaar 38 - 48
Lifestyle 49- 64
Limitations of the Study 65
Questionnaire 66 – 72
PHASE-II
Great India Place 73 - 77
3
ACKNOWLEDGEMENT
First of all we would like to thank Ms Anshu Sharma (Faculty Member) for giving us
the opportunity to do the project on comparative study on “Study on Consumer
Perception Retailing Organizing in India”. Her extended views on the Indian Retail
Industry help us with assistance, support and council without, which this project would
not have been materialized.
We would also like to express our special thanks to all the Staffs of the Vishal Mega
Mart, Big Bazaar, Life Style and Pantaloon Retails and also the various owners of Kirana
Stores for their excellent support and co-ordination without which this study could not be
fulfilled.
Thanks
Sanjeev Chauhan
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PREFACE
We are lucky that, we got the opportunity for making the project report on “Study on
Consumer Perception Retailing Organizing in India”. For this study we visited the Malls,
Hyper Markets and Departmental Stores and in Meerut and Noida and talk to various
unorganized retailers (Kirana stores) to study the problems defined. This report is written
account of what we learnt and experienced during the survey. We wish, those going
through it will not only find it readable but also get as useful Information. The main
limitation of our experience was that as the above said organized retails industry is
reserved with corporate formalities, we had faced a little bit difficulties to fill the
questionnaire completely.
Retailing is emerging as a sunrise industry in India and it’s presently the largest employer
after agriculture. In the year 2004, the size of Indian organized retail industry was Rs
28,000 Crores, which was only 3% of the total retailing market.
The sunrise of the organized retailers in India creates a major turn in the retail industry.
Top major organized retail players are increasing their market share day by day. Their
main focus is based on FMCG and consumer durables. With modernization, Indian
culture is aping the western dressing sense and lifestyle and these techniques is
promoting by the Retailers and by this they are generating a remarkable revenue from the
Indian consumers.
5
Today’s Retail in India
Comprised of organized and traditional retail formats, Indian Retail market is estimated
to be worth US$ 511 billion, and is poised to grow to US$ 833 billion by 2013. The
organized retail that currently accounts for less than 5 per cent of the total retail market is
expected to register a compound annual growth rate (CAGR) of 40 per cent and swell to
US$ 107 billion by 2013.
A report by global consultancy firm, AT Kearney said "The consumer spending in India
has increased by an impressive 75 per cent in the last four years and will quadruple in the
next 20 years." Moreover, India recently topped the Nielsen Global Consumer
Confidence study, conducted by Nielsen, a market research company. The biannual
report revealed that Indians are "the most optimistic lot globally who think that their
country will be out of the economic recession in the next twelve months."
However the size of Organized Retail in India will exceed US$22bn mark from current
level of about US$4bn with its space requirement touching over 220mn sq. ft., by 2010,
according to The Associated Chambers of Commerce and Industry of India
(ASSOCHAM). In a Paper brought out by ASSOCHAM on `Retail Scenario in India and
Its Related Issues’, it has been stated that approx. 40mn sq. ft. is currently generating a
business of about US$4bn in organized retail.
India’s vast middle-class and its almost untapped retail industry are key attractions for
global retail giants wanting to enter newer markets and India provides for the ideal
locations. Since, Delhi and its suburbs have so far seen the growth of 100 bigger and
smaller malls, roughly 600 new malls are coming up in other metropolis and large
townships in which less than 35% of retail business is going to be transacted.
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It is seen that over 1000 malls are in the pipelines for smaller townships in which the
retail sector is projected to grow at over 60% because of ample availability of land and
increased purchasing power of the folks living in those areas because of increased
economic activities. Naturally, the large players will prefer to go there and put up their
shops by sourcing their supplies from the places convenient to them.
Some of the key areas in which retail boom will prevail in towns beyond metros and even
large cities will include food items, FMCG products, grocery, sportswear, outerwear,
tailored clothing, eyewear, watches, footwear and accessories and the like. The retail
business that will pre-dominantly stay with malls put up in metros and large cities will
include apparel, pharmaceuticals, luxury goods and consumer durables.
Changes should be brought about in Agricultural Produce Marketing Committee (APMC)
Act (a key contributor to the large number of intermediaries) such as the introduction of
contract farming and allowing direct procurement from farmers by retail owners so that a
direct chain is established between the user and farmers for their equal benefits. It also
highlights, pointing out that even in the case of non-agricultural products such as apparel,
FMCG and general merchandise, the situation is far from ideal.
The key cause for inefficiency is the poor integration between the retailer and supplier.
None of the retailers, in view of ASSOCHAM has so far an automated system for
information exchange with their suppliers. In developed countries, retailers practice
Vendor Management Inventory (VMI) systems, where the supplier has access to the point
of sales data of the retailer and plans automatic replenishments responding to the stocks
available at the retailer.
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Consumer Behavior and Retailing Decisions
Consumer behavior refers to the mental and emotional process and the observable
behavior of consumers during searching, purchasing and post consumption of a product
or service. Consumer behavior involves study of how people buy, what they buy, when
they buy and why they buy. It blends the elements from psychology, sociology,
sociopsychology, anthropology and economics. It also tries to assess the influence on the
consumer from groups such as family, friends, reference groups and society in general.
Buyer behavior has two aspects: the final purchase activity visible to any observer and
the detailed or short decision process that may involve the interplay of a number of
complex variables not visible to anyone.
Factors 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.
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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.
9
Consumer decision-making process generally involves five stages:
Information Search
Problem Recognition
Purchase Action
Alternative Evaluation
Post purchase Actions
Consumer Attribute affecting choice of format between organized and unorganized Retail
10
11
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
(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 outlet (typically, search for information on brands is followed by retail outlet
selection in durables). In certain product categories, especially where `category killers'
exist, consumers may think of the retail outlet initially and then the brands (television,
refrigerator and audio products retailed through outlets like Vivek and Co. in the South,
could be an example).
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. This is highly possible, especially in the Indian
context where dealers develop a social relationship with consumers, especially in semi-
urban and rural areas. Primary research could be used to discover the specific sequence
involved in a situation of this kind. 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.
12
Organized vs Unorganized Retail:
13
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 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.
Table Share of Organized Retail in Selected Countries, 2006
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 4
Source: Planet Retail and Technopak Advisers Pvt. Ltd
Key Points of Indian Organized Retail Industry
14
1. Potential to be the third largest economy in terms of GDP in next few years.
2. It ranks high amongst the top 10 FDI destinations of the world.
3. Fastest growing tourist market in Asia.
4. World Bank states, India to be world’s second largest economy after China by the year
2050.
5. Stable and investor friendly Central Government at the helm of affairs.
6. Introduction of Value Added Tax or VAT and tax reforms.
7. High degree of professionalism and corporate ethics.
8. Excellent Investment opportunities in Indian retail sector and in allied sectors; sure and
high returns on investments.
9. To invest US $130 billion for the development of infrastructure, by year 2010.
10. Bullish stock markets.
11. Hordes of foreign investors are thronging in to invest in Indian retail markets.
12. Highly educated English speaking young workforce.
13. Vibrant and multi cultured cities.
14. Huge opportunity exists, especially in semi-rural and rural areas.
15. Till date the second largest employer after agriculture sector, for the huge semi-skilled
Indian population.
16. Offers highest shop density in the whole world.
15
17. Having almost 1,20,000 shops, across the length and breadth of the country.
Formats in Indian Organized Retail Sector
16
1. Supermarkets: A supermarket, also called a grocery store is a self-service store
offering a wide variety of food and household merchandise, organized into departments.
It is larger in size and has a wider selection than a traditional grocery store and it is
smaller than a hypermarket or superstore.
2. Hypermarkets: A hypermarket is a superstore which combines a supermarket and a
department store. The result is a very large retail facility which carries an enormous range
of products under one roof, including full lines of groceries and general merchandise. In
theory, hypermarkets allow customers to satisfy all their routine weekly shopping needs
in one trip.
3. Department Stores: A department store is a retail establishment which specializes in
satisfying a wide range of the consumer's personal and residential durable goods product
needs; and at the same time offering the consumer a choice multiple merchandise lines, at
variable price points, in all product categories. Department stores usually sell products
including apparel, furniture, appliances, electronics, and additionally select other lines of
products such as paint, hardware, toiletries, cosmetics, photographic equipment, jewelery,
toys, and sporting goods. Certain department stores are further classified as discount
department stores. Discount department stores commonly have central customer checkout
areas, generally in the front area of the store. Department stores are usually part of a retail
chain of many stores situated around a country or several countries.
4. Shopping malls: A shopping mall or shopping centre is a building or set of buildings
which contain retail units, with interconnecting walkways enabling visitors to easily walk
from unit to unit.
5. Specialty Chains: A Specialty Chains is numbers stores which are specialized in a
specific range of merchandise and related items. Most stores have an extensive width and
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depth of stock in the item that they specify in and provide high levels of service and
expertise. They differ from department stores and supermarkets which carry a wide range
of merchandise.
TOP MAJOR RETAIL PLAYERS
18
Retailer Existing formats Brand Names No.of Stores
Total Retail Space
(‘000 sq ft)
Pantaloon Retail Indian Ltd
Department store Pantaloon 13 1,948
Hypermarket Big Bazaar 450 5000
Seamless Malls Central 12 1200
RPG Retail
Hyper markets Spencer’s 400 6000
Music Stores Music world 225 230
books Stores Books and Beyonds
Shopper’s Stop Ltd.
Department stores Shopper’s Stop 20 1000
Books & Music Stores Crosswords 33 N/A
Home furnishing Home Stop N/A N/A
Landmark Group (Based in Dubai) Department Stores Lifestyle 8 370
Trent India Ltd
Department Stores West side 19 350
Hypermarkets Star India Bazaar 1 N/A
Books & Music Stores Land Mark 4 N/A
Vishal Group Hyper markets Vishal Mega Mart 183 13,45
OBJECTIVES OF THE STUDY
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Phase-I
This project is based on the comparative study of Indian Retail Industry on the basis of
three parameters:
(a) Customer Flows.
(b)Revenue per Customer.
(c) Stock of the Store.
Objective:
Know the customer flow and revenue generated by the stock from the each department in
the organized retail sector within a closer view.
PHASE-II
Determine various shops and classify them into the Retail formats.
Objective:
Know the retail formats and what are the difference between those categories.
PHASE-III
Analyze the threats and challenges to unorganized retailers in the current scenario of
competitive market.
Objective:
Understand the sector of unorganized retails, find out the challenges faced by them and
determine what the measures are taken by these retailers to survive in this current
scenario.
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PHASE-I
21
SCOPE OF THE STUDY
The scope of my study restricts itself to analyze the organized retailer’s profitability
drivers on the basis of Garments, Gifts, Cards and Music Department where as in the
recent trend it’s seen that the key players in this Industry are more emphasizing on the
Garments, Personal Grooming, Home furnishings, Life style and Footwear Departments
in their Stores.
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RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on information
collected from primary sources. After the detailed study, an attempt has been made to
present comprehensive analysis of four major organized retailers. The data had been used
to cover various aspects like inter-departmental customer flows, revenue per customer
and value of the stock in the various departments. In collecting requisite data and
information regarding the topic selected, we went to the Vishal Mega Mart, Life Style,
and Big Bazaar of New Delhi and Noida and collected the data.
Research design:The study is based on descriptive research design because the data were collected to
reveal accurate descriptions of variables related to the decisions being faced, without
demonstrating that some relationship exists between variables. For the purpose of present
study a related sample of stores were selected on the basis of convenience.
Sample Size and Design:A sample of 3 stores was taken on the basis of convenience.
Research Period:Research work is only carried for 2 months.
Research Instrument:This work is carried out through self-administered questionnaires. The questions included
were close ended with Ordinal-polytomous response scale.
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Data Collection:The data, which is collected for the purpose of study, is divided into 2 bases:
Primary Source: The primary data comprises information survey of
“Comparative Study on Profitability Drivers of India’s Retail Industry”.
The data has been collected directly from respondent with the help of structured
questionnaires.
Secondary Source: The secondary data was collected from internet and
references from Library and various journals on retail industry.
Data Analysis:The data is analyzed on the basis of suitable tables by using mathematical techniques.
The technique that we have used is bar graphs, pie charts, with MS-EXCEL and SPSS.
24
RESEARCH PROBLEM AND ITS RELEVANCE
RESEARCH PROBLEM:
Determine the profitability drivers on the basis of:
Customer flows.
Revenue per Customer.
Stocks value of the store.
RELEVANCE OF THE RESEARCH:
Understand the value of Indian organized retail Industry on the basis of how customer
flow generates the revenue related to its value of stock and analyze the ways to improve
each of three dimensions.
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Name of the Stores
The study is being conducted on:
(i) Vishal Mega Mart, Garh road.
(ii) Big Bazaar, PVS.
(iii) Lifestyle International, Garh road.
(iv) Various unorganized retailers in Meerut.
26
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VISHAL MEGA MART
What started as a humble one store enterprise in 1986 in Kolkata is today a conglomerate
encompassing 183 showrooms in 110 cities / 24 states. 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 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 it’s 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 benefit that is derived from the large central purchase of
goods and services is passed on to the consumer.
There are three classes of consumers the lower class is restricted only to unorganized
retail, upper class consumers are limited and scattered. According to the Vishal Retailing
Strategy, they are targeting middle class as it is the largest consumer base in India and
can be sold off then in large volumes because with the increasing purchasing power the
middle class is shifting towards organized retail.
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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 fiscal 2007.
ANALYSIS OF THE STUDY
Types of Customer:
There are three types of consumer in the Indian retail market. Vishal mega mart is a firm
believer of that the Middle class and upper middle class are the potential customer in
their product categories.
Here we are analyzing which income level of customers are generally tend to purchase
the products department wise:
PERCENTAGE OF TYPES OF CUSTOMER DEPARTMENT WISE
TYPES OF CUSTOMER
GARMENT
SECTION
GIFTS
SECTION
MUSIC
SECTION
CARDS
SECTION
HIGH GRADE INCOME LEVEL 10 40 60 0
MEDIUM GRADE INCOME
LEVEL 60 50 30 50
AVERAGE GDARE INCOME
LEVEL 30 10 10 50
290%
20%
40%
60%
80%
100%
GARMENTSECTION
GIFTSSECTION
MUSICSECTION
CARDSSECTION
TYPES OF CUSTOMER
AVERAGE GDARE INCOME LEVELMEDIUM GRADE INCOME LEVELHIGH GRADE INCOME LEVEL
From the above details its found that the customer flows in the garment section is
relatively high rather than the other sections. The focus customer group is basically
medium level income group of customers.
Flow of customers in different departments:
Here we have analyzed the flow of customers per day basis. For this reason we have
studied customer flows on an average of high customer flow days.
Inter-Department Customer FlowDEPARTMENT Number of Customer
GARMENTS DEPARTMENT 900
GIFTS DEPARTMENT 250
CARDS DEPARTMENT 100
MUSIC DEPARTMENT 300
30
Inter-department Customer Flow
900
250
100
300
0 100 200 300 400 500 600 700 800 900 1000
GARMENTSDEPARTMENT
GIFTS DEPARTMENT
CARDS DEPARTMENT
MUSIC DEPARTMENT
Number of Customer
From the above figures its executed that flow of customer in garment departments is
relatively higher than the others departments. To determine the above study we have
considered the customers who are spending their money on purchase of products of the
above said departments. Its revealed at the time of study that they have 10 cash counters
and they are making bills of more than 280 bills per day per counter on the above said
days.
Value of Stock in the different departments:
We have chosen 4 departments from Vishal Mega Mart and estimated the valuation of
average stock with the assumption details provided by the branch operation stuffs.
VALUE OF THE STOCKDEPARTMENT (Rs)
GARMENTS DEPARTMENT 10340000GIFTS DEPARTMENT 250000
CARDS DEPARTMENT 75000MUSIC DEPARTMENT 200000
Value of the stock in the Garments Departments:
31
Value of Stock
10340000
525000
Garment Deapartmentothers department
The garment section is divided into Men, women and kids section. The value of the stock
in the garments department is relatively much higher than the others departments. The
value of stock in winter season jumps to 18 to 20 crore and its 3times higher than others
season as normally they are maintaining a stock of 6 crore in the others time.
Value of the stock of the others departments:
The value of the stock of the others departments are relatively lower than garments
departments.
The stock maintained in the gifts section, basically maintained for the high and medium
level income customers.
In the cards department the stock increases at the time of Christmas an New year eve as
it’s a seasonal business according to the Vishal Mega Mart.
Music department is consisting of Music, movie and game CD & DVD’s. It’s found that
the stock of game CD & DVD’s is higher than the others.
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Value of the Stock in Others Department
0
50000
100000
150000
200000
250000
300000
GIFTS DEPARTMENT CARDS DEPARTMENT MUSIC DEPARTMENT
Revenue generated by the different departments:
To find out the profitability drivers we have compared the revenue generated by different
departments on the basis of 2004-05 to 2011-12. For this study we have considered
average revenue of a high customer flow day by the all income level customers.
DEPARTMENT 2004-05 2011-12GARMENTS DEPARTMENT 50000 180000
GIFTS DEPARTMENT 5000 10000
CARDS DEPARTMENT 2000 1800
MUSIC DEPARTMENT 1800 5000
TOTAL 58800 196800
From the above study its revealed that at the time of inception of the organized retail in
India in the year of 2004-05, only the high grade and upper medium grade income level
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50000
180000
500010000 20001800 18005000
58800
196800
0
50000
100000
150000
200000
GARMENTSDEPARTMENT
GIFTSDEPARTMENT
CARDSDEPARTMENT
MUSICDEPARTMENT
TOTAL
REVENUE PER DEPARTMENT
2004-052011-12
customers were tends to go to the retails. So the maximum portion of revenues generated
from these two groups only.
In the case of garments, gifts and music departments as the stock is increased, the
revenue is also increased with the market demand study of the year of 2004-05 to
2011-12. and also its seen that the product category in the gifts and music department is
relatively changing with the increasing demand of new innovated products.
A measurable changes found in the cards department is that the revenues as well as the
stock is decreasing day by day because of changing customer preferences towards
information technology enabled services like SMS, MMS & E-mails.
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FACTS AND FINDINGS
From the above analysis its found that the average customers in the all departments are
the Middle Grade income level customers as Vishal is mainly focusing in this segment of
customers.
Garment Department
Overview:Product lines and the quality of the products in the Garment Section are basically for the
medium and average grade income level people and price range in this section is
averagely lies between Rs.250 to 600.
Findings:In the garment section we have found that products categories are not focusing the high
grade income level customers as the brand consciousness not presents in the floors. The
high grade income level people are very conscious about the brand that they are using.
Basically they are very conscious about the brand rather than the quality which isn’t
present in this department.
Suggestions:Vishal is strategically targeting the middle class customer but there is also a rash of high
grade income level customers in their stores. They should focus on this aspect that they
can turn this mob into potential customer by introducing a various range of high class
products in the garment department.
Gifts Department
35
Overview:Product lines and the quality of the products in the Gifts Section are basically for the high
and medium grade income level people and price range in this section is averagely lies
between Rs.500 to 800.
Findings:In the gifts section we have found that stock of gift items is very low and also products
categories are not focusing to low grade income level customers and the gifts department
is referred to high class products.
Suggestions:They should focus on this aspect by introducing more stocks and also a lower price range
products in the gifts section so that they can also generate revenue from lower grade
income level customers.
Music Department
Overview:Music section consist of Music CD’s, Game CD’s & DVD’s and also Movie DVD’s.
Product lines and the quality of the products in the Music Section are basically for the
high and medium grade income level people and price range in this section is averagely
lies between Rs.150 to 500.
Findings:In the Music section we have found that they are mainly focusing on the Game CD’s and
DVD’s and also the price range is also high. Again the collection of game cd and dvd’s is
considerable but in the case of Indian Music CD’s the stock level is not also upto the
customer’s satisfactory level.
Suggestions:Vishal should concentrate on that the music industry is passing through a high
competitive market with piracy world so the price range should be such as the customer
feel free to buy original cd’s. Another point is that there should be a balance between the
stock of their product lines in the music department.
36
Cards Department
Overview:In the Indian scenario cards are not very popular and a seasonal business according to the
floor managers and management of the store. Also the demand is decreasing day by day
with the increase of ITES.
Findings:
In Vishal’s prospect we have found that it’s a seasonal business and they only give an
emphasized focus at the time of Christmas Day and New Year. Also the high grade
income level people tends to go specialized cards stores so only a few numbers of middle
and average income level customers who come to others departments sometimes seek for
the cards.
Suggestions:
Though the demand of cards decreasing day by day but there are also some others events
rather than the 25th & and 31st eve. So a step can be taken by introducing low range of
cards attached with the gifts section to greet the wishes all the time.
37
38
BIG BAZAAR
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer marker.
Headquartered in Mumbai (Bombay), the company operates over 8 million square feet of
retail space, has over 475 stores across 40 cities in India and employs over 18,000 people.
The company’s leading formats include Pantaloons, a chain of fashion outlets, Big
Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends
the look, touch and feel of Indian bazaars with aspects of modern retail like choice,
convenience and quality and Central, a chain of seamless destination malls. Some of its
other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station,
ALL, Top 10, Bazaar and Star and Sitara. The company also operates an online portal,
futurebazaar.com.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a
large-format home solutions store, selling home furniture products and E-Zone focused
on catering to the consumer electronics segment.
Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the
US-based National Retail Federation (NRF) and the Emerging Market Retailer of the
Year 2007 at the World Retail Congress held in Barcelona. Pantaloon Retail is the
39
flagship company of Future Group, a business group catering to the entire Indian
consumption space.
ANALYSIS OF THE STUDY
Types of Customer:
In the Indian Retail Scenario Big Bazaar has a great success to create a revaluation.
Basically they have differentiated their customers on the basis of needs of customers
rather than their income level. Later on we will analyze these aspects. Here we are
analyzing which income level of customers are generally tend to purchase the products in
Big Bazaar department wise:
PERCENTAGE OF CUSTOMER FLOWS DEPARTMENT WISE
TYPES OF CUSTOMERGARMENT SECTION
GIFTS SECTION
MUSIC SECTION
CARDS SECTION
HIGH GRADE INCOME LEVEL 10% 15% 50% 7%MEDIUM GRADE INCOME
LEVEL 50% 55% 40% 53%AVERAGE GDARE INCOME
LEVEL 40% 30% 10% 40%
40
0%
20%
40%
60%
80%
100%
GARMENTSECTION
GIFTSSECTION
MUSICSECTION
CARDSSECTION
TYPES OF CUSTOMER DEPARTMENT WISE
AVERAGE GDARE INCOME LEVELMEDIUM GRADE INCOME LEVELHIGH GRADE INCOME LEVEL
From the above details its found that the in the Garment section they are targeting the
middle and average level of customers. They are not promoting any major brands and
they have their own brand towards the major brands in garments industry. Flow of high
level of customers in music section is better than the others departments. Generally upper
medium and medium class and also a good percentage of average income level customer
visits their all departments.
Flow of customers in different departments:
Here we have analyzed the flow of customer’s per day basis. For this reason we have
studied customer flows on an average of high customer flow days.
Inter-Department Customer Flow
DEPARTMENT Number of CustomerGARMENTS DEPARTMENT 1600GIFTS DEPARTMENT 600CARDS DEPARTMENT 250MUSIC DEPARTMENT 800
With the study of customer flow in Big Bazaar on an average of high customer flow day
we came to know that it’s basically lies between 2000-2500 customers per day. Here we
are taking the customers who are generating revenues for these departments.
41
0 200 400 600 800 1000 1200 1400 1600
GARMENTS DEPARTMENT
GIFTS DEPARTMENT
CARDS DEPARTMENT
MUSIC DEPARTMENT
INTER-DEPARTMENT CUSTOMER FLOW
From the above figures its executed that flow of customer in garment departments is
relatively higher than the others departments. One significant difference is noted from the
others retail is that they have placed their music department at the front of cash counters
and introduced low range of music cds’ and game dvd’s for the all category customers
which increased customer the flow in the music department.
Value of Stock in the different departments:
We have chosen 4 departments from Vishal Mega Mart and estimated the valuation of
average stock with the assumption details provided by the branch operation stuffs.
VALUE OF THE STOCKDEPARTMENT (Rs)
GARMENTS DEPARTMENT 163000000GIFTS DEPARTMENT 7500000
CARDS DEPARTMENT 150000MUSIC DEPARTMENT 580000
Value of the stock in the Garments Department:
The garment section is divided into Men, women and kids section. They have also a
discount section only for the garments. In this section they are selling the old or rejected
stocks of major brands at a 40-50 percent discount rate. The value of stock in garment is
42
163000000
8230000
Garment Deapartment others department
being overflowed at the time of winter season. Winter garments are costlier than the
others seasons and tends to double the value of stock. Normally they are maintain a stock
value of 16.3 to 17 crore value of stock bus it increase at the time winter to more than 40
crore.
Value of the stock of the others departments:
In some big retails its seen that they are including some cookery, home furnishings and
life style products in their gifts section. Big bazaar is maintaining a low stock but more
product categories in their gifts section and generating remarkable revenue from this.
Stock of music department is overflowed with low price products. Their stock have a
potential to earn revenue from all categories as prices of products in this department lies
between Rs. 30 to Rs.400 approximately.
43
7500000
150000 580000
0
2000000
4000000
6000000
8000000
1
VALUE OF STOCK IN THE OTHERS DEPARTMENTS
GIFTS DEPARTMENT CARDS DEPARTMENT MUSIC DEPARTMENT
Revenue generated by the different departments:
To find out the profitability drivers we have compared the revenue generated by different
departments on the basis of 2004-05 to 2011-12. For this study we have considered
average revenue of a high customer flow day by the all income level customers.
REVENUE PER DEPARTMENT 2004-05 2011-12GARMENTS DEPARTMENT 90000 300000
GIFTS DEPARTMENT 42000 180000
CARDS DEPARTMENT 2000 1800
MUSIC DEPARTMENT 19000 40000
TOTAL 153000 521800
From the above study its revealed that at the time of inception of the organized retail in India in
the year of 2004-05, only the high grade and upper medium grade income level customers were
44
0
100000
200000
300000
400000
500000
600000
GARMENTSDEPARTMENT
GIFTSDEPARTMENT
CARDSDEPARTMENT
MUSICDEPARTMENT
TOTAL
COMPARISON OF REVENUE PER DEPARTMENT
2004-052011-12
tends to go to the retails. So the maximum portion of revenues generated from these two groups
only in the year of 2004-05.
The change in revenue of garment department and in gifts department from the year 2004-05 to
2011-12 is significant because Big Bazaar is shifted products towards the own manufactured
brands and they became successful to establish their own brands in the garment retail industry.
A measurable changes found in the cards department is that the revenues as well as the stock is
decreasing day by day because of changing customer preferences towards information
technology enabled services like SMS, MMS & E-mails.
FACTS AND FINDINGS
From the above analysis its found that the average customers in the all departments are
the all income level people in Big Bazaar. Meanwhile their main customer base is upper
middle, middle and average level income level customers.
Garment Department
Overview:
In Garment department the products are mainly their own brands an price ranges lies
between Rs.99 to Rs.800 averagely which is very reasonable for the middle class,
average and also low level income group peoples. The stock in this section is fair to
satisfy its customer needs and attracts window shoppers to become a potential customer.
Findings:
The main facts that we have found in the garment section is that Big Bazaar mainly
focusing on the low range of products with their own brands. All the times they are
giving special discounts on all the garments products. They have adopted tricks like
“Buy 2 get 3”, Buy 3 get 5” which looks like as if you buy 2 will get more 3 but the
45
actual fact is that if you buy 2 products will get 1 free as total you will get 3. It’s a very
strategic and attractive offer specially adopted by Big Bazaar. They have also a section
named ‘LOOT MART’ in the garments department. In this section they are selling the
branded high-class garments at a high discount rate of 50 to 60 percent.
Suggestions:
After discussing all the profit factors it can be suggest that as they have a good high
income level customer flow in the others departments like in the furniture and grocery
department they can introduce a wider range of branded products in the garment section
as this income is conscious about the brand that they are using.
Gifts Department
Overview:
Gifts department is consisting of various product categories from home furnishing
products to personal using products. According to Big Bazaar now a day’s no one can
define which section should be referred as a gifts section. Customer preference is
changing day by day with the increased product categories.
Findings:
In Big Bazaar we have found that they are also referring home furnishing products,
personal care and low range electronic products as gift products and basically it depends
on the customers need and choice. The whole gift section is able to satisfy the all level of
income groups as they have a large collection of product categories but with a limited
stock of same products. A noted strategy is taken in the gifts department is that they are
selling a large varieties of products with a limited stock which helps them to implement a
good stock turnover ratio and generating good revenue from this department.
Suggestions:
46
Big Bazaar can focus on the stocks of the gifts though the stock of varieties is remarkable
but within the same category the stock is not appreciatable.
Music DepartmentOverview:
Music section consist of Music CD’s, Game CD & DVD’s and also Movie DVD’s.
Findings:
Big Bazaar has introduced very low range CD & DVD’s like ‘Meyerbeer’ music and
movie CD-DVD’s and price range lies in between Rs.30 to 100. Basically they are
gaining a competitive business at the age of piracy products in this industry. Also they
have a very good collection in games CD-DVD’s category at a low price range of Rs.100
to 200 whereas if anyone go to the open market the average price range is Rs.300 to 400
for the copyright product.
Suggestions:
In the music it’s found that the collection of movie CD’s and educational CD’s is low
than the music and games CD’s. They are emphasizing on the low price mp3 and game
CD’s where as there is also a demand for educational and movies CD-DVD’s.
Cards Department
Overview:
In the Indian scenario cards are not very popular and a seasonal business according to the
floor managers and management of the store. Also the demand is decreasing day by day
with the increase of information technology enable services.
47
Findings:
We have found that it’s a seasonal business and they only give focus at the time of
Christmas Day and New Year. Also the high grade income level people tends to go
specialized cards stores so only a few numbers of middle and average income level
customers who come to others departments sometimes seek for the cards.
Suggestions:
Though the demand of cards decreasing day by day but there are also some others events
rather than the 25th & and 31st eve. So a step can be taken by introducing low range of
cards attached with the gifts section to greet the wishes all the time.
48
49
LIFESTYLE
Lifestyle International (P) Ltd is part of the Landmark Group, a Dubai – based retail
chain. With over 30 years’ experience in retailing, the Group has become one of the
foremost retailers in the Gulf.
Positioned as a trendy, youthful and vibrant brand that offers customers a wide variety of
merchandise at an exceptional value for money, Lifestyle India began operations in 1999
with its first store in Chennai.
Currently there are 14 Lifestyle stores, 7 Home Centre stores and 1 Baby Shop store
across Ahmedabad, Bangalore, Chennai, Hyderabad, Jaipur, Mumbai, Pune, New Delhi,
Noida and Gurgaon.
Today Lifestyle offers a truly international shopping experience, a fact borne by
numerous accolades.
Business World – IMRB Most Respected Company Awards survey rated Lifestyle as the
‘Most Respected Company in the Retail Sector’ in 2003 and 2004
‘ICICI – KSA Technopak Award for Retail Excellence’ in 2005
50
Reid & Taylor ‘Retailer of the Year’ award in 2006
Lycra Images Fashion Award for the ‘Most Admired Large Format Retailer of the
Year’ in 2006
Images Retail ‘Most Admired Retailer of the Year – Department Store’ in 2008.
ANALYSIS OF THE STUDY
Types of Customer:
Lifestyle International is a major player in the Indian organized retail industry. The have
a good customer base in the high class level income group. Mainly they focusing on the
Men-Women-Kids Apparel, gifts and also in the home furnishing products. They don’t
have any music, cards or cookery departments.
TYPES OF TARGET CUSTOMER
HIGH GRADE INCOME LEVEL 75%
MEDIUM GRADE INCOME LEVEL 20%
AVERAGE GDARE INCOME LEVEL 5%
51
0%
20%
40%
60%
80%
100%
GARMENT SECTION GIFTS SECTION
CUSTOMER FLOWS DEPARTMENT WISE
AVERAGE GDARE INCOME LEVELMEDIUM GRADE INCOME LEVELHIGH GRADE INCOME LEVEL
From the above analysis its revealed that though a very few numbers of low grade
income level customers are visiting the garment section but in the gifts section we have
found that the products are unreachable for the average level income groups.
Flow of customers in different departments:
Here we have analyzed the flow of customer’s per day basis. For this reason we have
studied customer flows on an average of high customer flow days.
Inter-Department Customer Flow
DEPARTMENT Number of CustomerGARMENTS DEPARTMENT 1100GIFTS DEPARTMENT 600
In lifestyle we have found that the average customer flow lies between 1200 to 1500 on
an average high customer flow day.
The main products categories in Lifestyle basically the garments and home furnishing
products related to gifts items. We have found that in the case of garments department
customer flow is 1100 per day basis and in the case of gifts departments its 500 to 600
per day basis. It’s noted that the gifts department consists of exclusive products.
52
Inter-department Customer Flow
1100
600
0 200 400 600 800 1000 1200
GARMENTSDEPARTMENT
GIFTS DEPARTMENT
Number of Customer
Value of Stock in the different departments:
VALUE OF THE STOCKDEPARTMENT (Rs)
GARMENTS DEPARTMENT 760000000
GIFTS DEPARTMENT 50500000
The garment section is divided into Men, women and kids section as well as lifestyle
accessories and shoe wears. They have all the major brands like Blackberry, Louis
Phillips, Lee Coopers, Van Hausen, Parx, Lee for in the men category, Melanga, Code,
Ginger in the women category and for the kids section they have brands like Bossini,
Benetton, Orchestra, Juniors, Teeny Tiny, Artex etc.
The garments section includes:
53
VALUE OF STOCK
760000000
50500000
GARMENTS DEPARTMENT GIFTS DEPARTMENT
1. Watch section for the brands like Fast track, Zodiac, Hugo-boss, Nautica, Marie
Claire, Casio, Guess, GC, Kenneth Cole, Aspen, Skagen, Levi’s, Adidas etc.
2. Sunglass section for the brands like Ferrari, Mojo, Mont blanc, Scott,, Guess etc.
3. Fashion accessories for the brands like Tribal Zone, Sarah, Fire Fly, Adrika,
Earrings, Necklace, Bracelet, Anklet, Bangles, Hair Clips, Bra Straps, Scrunges,
Men’s Jewelry, Kids’ Fashion.
All these product ranges are exclusively for the High grade income level customers.
The gifts section is consisting of high class home furnishings and personal grooming
products. They are introducing it by the name of “Home Centre”. It’s a one-stop
destination for furniture, home ware and home furnishings that enterprises elegance,
luxury and individuality. Home Centre houses a wide range of contemporary and classic
furniture, linen as well as other home accessories, thus providing customers a high range
products.
Revenue generated by the different departments:
REVENUE PER DEPARTMENT In 2011-12(Rs.)GARMENTS DEPARTMENT 4000000
GIFTS DEPARTMENT 1000000TOTAL 5000000
54
0
1000000
2000000
3000000
4000000
5000000
GARMENTSDEPARTMENT
GIFTSDEPARTMENT
TOTAL
Revenue in 2011-12 Department
The average revenue earned per customer basis is more Rs.6000. Comparison of revenue
generated by the each department’s is taken into consideration on an average of high
customer flow days.
FACTS AND FINDINGS
From the above analysis it’s found that the average customers in the all departments are
basically high grade income level customers. All the products ranges in the both
departments significantly refer to premium customers.
Garment Department
Overview:
In Garment department the products are mainly the major international readymade brands
and price ranges lies between Rs.800 to Rs.2000 averagely which is meant for a few
Indians customers.
Findings:
The products exclusively for a certain income level customers. Maximum products are
unreachable for the medium and average income level peoples. Whatever the stock is
quite efficient to satisfy their potential customers.
Suggestions:
They are focusing a very few Indian customers and the most of the Indian consumers
can’t afford this price ranges. So if they want to increase their market share in the Indian
retail Industry they should introduce such product ranges also which can be affordable for
55
the medium level income groups and the main customer in the retail industry lies within
it.
Gifts Department
Overview:
Gifts department is consisting of various product categories from home furnishing
products to personal grooming products.
Findings:
In the Lifestyle we have found a wider range of glass made and metal products which are
exclusive and also the quality isn’t up to the price levels. Whatever, the stock is sufficient
to satisfy its customers but the price range is found very high as a gift product in this
department.
Suggestions:
Again the Indian retail industry is targeting the medium level income group people as its
increasing day by day but the products in the Lifestyle store is meant only for the high
class consumers which is very low in population in India. Also an important point is
noted that though the volume is sufficient but the varieties in product categories as a gift
aren’t sufficient.
56
COMPARITIVE ANALYSIS OF THE STORES
On the basis of customer flows:
We have considered the average of the high customer flow days.Flow of Customer per Day
Store Name No. of CustomerVishal Mega Mart 1600
Life Style 1200Big Bazaar 2300
Vishal Mega Mart: From the study its revealed that the average customer flow is
medium grade income level customers and average grade income level customers.
57
0
500
1000
1500
2000
2500
Number of Customer
Vishal Mega Mart Life Style Big Bazaar
Name of the Store
Customer Flow per Day
No. of Customer
Life Style: The customer flows in this store is basically refers to the high and upper
medium income level customers.
Big Bazaar: They are focusing on the all income level customers but it depends on the
departments wise also.
On the basis of stock value:
Comparison of stock valueStore Name Garments Dept Gifts Dept Cards Dept Music Dept
Vishal Mega Mart 65000000 250000 77500 175000Life Style 735000000 55000000
Big Bazaar 163000000 7500000 150000 575000
Garments Department:The value of stock depends on the season. At the time of winter season it increases up to
2 to 3times than the other seasons as the price of winter garments is relatively higher than
springs-summer collection.
Vishal Mega Mart: The product in the garment section isn’t exclusive and meant for the
medium to average grade income level customers. Also they aren’t focusing on major
58
0
100000000
200000000
300000000
400000000
500000000
600000000
700000000
800000000
Vishal Mega Mart Life Style Big Bazaar
Garments Dept
Garments Dept
brands in the garment industry. All the products are unbranded and semi branded and
don’t attracts the high grade level income groups. However brand consciousness not
present but the stock volume is able to met customer satisfaction.
Life Style: All the major brand players are maintaining their stocks in garments section
as their main focus is on the Apparel products. Product ranges is very high and meant for
the high class consumers.
A high brand consciousness helping them to generate remarkable revenue with a high
stock turnover ratio and smiling face of customers.
Big Bazaar: They have their own brands in the garments department with a reasonable
price for the upper medium, medium and average class income groups. Though brand
conscious people will think at the time purchasing but customer are satisfied with the
stock and as well as quality related to price.
Gifts Department:
59
0
10000000
20000000
30000000
40000000
50000000
60000000
Vishal Mega Mart Life Style Big Bazaar
Gifts Dept
Gifts Dept
Vishal Mega Mart: They are not focusing on the gifts stock for the result customer flow
and revenue from this section is very low and no point is gaining for the customer
satisfactory level.
Life Style: A very large investment in the gifts section is found at the time of study. They
are basically emphasizing on introduction of personal grooming products and home
furnishing products in the gifts section. This department is solely for the upper class
consumers and customer satisfactory level is remarkable.
Big Bazaar: A wider range of products is found in gifts section for the all income level
people. Though the variety in the product categories is high but the volume of stock in
the same product is low. However customers are happy with the large number of
collection of gifts items.
Cards Department:
60
020000400006000080000
100000120000140000160000
Vishal Mega Mart Life Style Big Bazaar
Cards Dept
Cards Dept
Vishal Mega Mart: Stock in this department is taken care as relatively low and it’s
considered as a seasonal business.
Big Bazaar: Stock in this department is taken care as relatively low and it’s considered
as a seasonal business.
Music Department:
Vishal Mega Mart: Music department is consisting of music, movies and games CD-
DVD’s. The stock of game CD-DVD’s is higher than the others and price range is
relatively not for the medium and average income groups though they are focusing on
this income group only and a result they failed to satisfy their customer needs.
Big Bazaar: Their music department is also consisting of music, movies and games CD-
DVD’s and they have maintained a good balance between the stock level in all the
categories. And also a remarkable change is noted that they selling very low range
products within this copyright product categories. They customer satisfaction level is
high with the fulfillment of their needs.
61
0
100000
200000
300000
400000
500000
600000
Vishal Mega Mart Life Style Big Bazaar
Music Dept
Music Dept
On the basis of revenue:
Comparison of RevenuesStore Name 2004-05(Rs.) 2011-12(Rs.)
Vishal Mega Mart 58500 196800
Life Style ----------- 5000000
Big Bazaar 160500 481500
IN 2004-05:
At the time of sunrise of organized retail industry in India, the scenario was not been like
present days. At that time it was a very new concept of marketing for the Indian
consumers. Only the high class level and a few upper medium class income group
customers were visiting to those retail markets. The perception of middle and lower class
62
0
1000000
2000000
3000000
4000000
5000000
Vishal Mega Mart Life Style Big Bazaar
Comparison of Revenues
2004-05(Rs.)
2011-12(Rs.)
peoples was that these stores had over-valued their products and to some extent it was
right also.
IN 2011-12:
Now a day’s shopping in the retail stores is a very common things. Peoples are habituated
to go into the retails in the weekends. Day by day the organized retailers are becoming
stronger to attract customers. Hyper- markets like Vishal mega mart, Big Bazaar, Home
town have the stock to fulfill all the needs of customers from alpine to elephant.
On the basis of Revenue per customer:
For the study of revenue per customer, we have taken the contribution of total customer
flow on the total revenue of the stores on an average of high customer flow days.
Revenue per customer basisStore Name 2004-05(Rs) 2011-12(Rs)
Vishal Mega Mart 450 1350Life Style 6000Big Bazaar 650 2100
Vishal Mega Mart: Though the revenue per customer of the Vishal mega Mart increased
from 2004-05 to 2011-12 but the revenue per customer is significantly low than others.
63
0
10002000
3000
4000
5000
6000
Vishal Mega Mart Life StyleBig Bazaar
Comparison of Revenue per customer
2004-052011-12
As their main customer base is medium and average income group customers and also
customer flow is low so it generates significantly low revenue per customer.
Life Style: The customer flows in this store is basically refers to the high and upper
medium income level customers and though their customer flow is lower but their return
on investment is high so it helps to earn a high income per customer.
Big Bazaar: They are focusing on the all income level customers with a high customer
flows per day and have a base of brand consciousness amongst the customer which’s
helping them to increase their revenue per customer. Also there is a major contribution of
the others departments like grocery and vegetables department towards the per customer
revenue.
64
LIMITATIONS OF THE STUDY
In attempt to make this project authentic and reliable, every possible aspect of the topic
was kept in mind. Nevertheless, despite of fact constraints were at play during the
formulation of this project. The main limitations are as follows:
Due to limitation of time only few retail stores are taken into consideration of this
study. So the sample of retailers was not enough to generalize the findings of the
study.
The main source of data for the study was primary data with the help of self-
administered questionnaires. Hence, the chances of unbiased information are less.
Concern person from the organized retail stores were hesitant to disclose the true
facts as the data related to strategic secrets.
The chance of biased response can’t be eliminated though all necessary steps were
taken to avoid the same.
65
ASIA PACIFIC INSTITUTE OF MANAGEMENT STUDIES(This research is done only for the education purpose. There is no financial/competitive motive.)
Questionnaire (General)
A. Store name:
B. Location of the Store:
(i) Mall (ii) General (iii) Densely populated area
C. Which kind of customers generally visit at your store?
(i) High grade income level
(ii) Medium grade income level
(iii) Average grade income level
D. Flow of customer per day in your store:
(i) Below 500 (ii) 500 to 1000 (iii) 1000 to 1500
E. Revenue earned per customer basis:
In 2004-05 Rs. In 2011-12 Rs.
66
F. In which department stock is being taken care comparatively in a lightly way?
(i) Garments (ii) Gift items (iii) Cards (iv) Music
(v) None of this
If not why you are emphasizing on every segment?______________________________________________________________________________________________________________________________________.
G. Does the brand consciousness of customers divert them to the different departments ?
Yes No
If yes which type of customer?
Young Old child Beauty conscious people
H. Is the Information Technology helping in ROI of the store?
Yes No
If yes then which features is/are motivating?
ERP Online Adv SAP/Tally Information Security
I. Does the good atmosphere in the store pick the sale up?
Yes then why? ________________________________________.
No then why? ________________________________________.
67
(This research is done only for the education purpose. There is no financial/competitive motive.)
Questionnaire (Garment Department)
A. Which kind of customers generally visit at your garment section and their flow?
(i) High grade income level Flow %
(ii) Medium grade income level Flow %
(iii) Average grade income level Flow %
B. Revenue generated by Garment section in your store
(i) High grade income level: Revenue in 2004-05
Revenue in 2011-12
(ii) Medium grade income level: Revenue in 2004-05
Revenue in 2011-12
(iii) Average grade income level: Revenue in 2004-05
Revenue in 2011-12
68
C. Value of average stock maintained in Garment section: Rs.
D. Is your stock efficient to revamp the Customer satisfaction in your store?
(i) Yes (ii) No(This research is done only for the education purpose. There is no financial/competitive motive.)
Questionnaire (Gifts Department)
A. Which kind of customers generally visit at your Gift section and their flow?
(i) High grade income level Flow %
(ii) Medium grade income level Flow %
(iii) Average grade income level Flow %
B. Revenue generated by Gift section in your store
(i) High grade income level: Revenue in 2004-05
Revenue in 2011-12
(ii) Medium grade income level: Revenue in 2004-05
Revenue in 2011-12
(iii) Average grade income level: Revenue in 2004-05
69
Revenue in 2011-12
C. Value of average stock maintained in Gift section: Rs.
D. Is your stock efficient to revamp the Customer satisfaction in your store?
(i) Yes (ii) No
(This research is done only for the education purpose. There is no financial/competitive motive.)
Questionnaire (Music Department)
A. Which kind of customers generally visit at your Music section and their flow?
(i) High grade income level Flow %
(ii) Medium grade income level Flow %
(iii) Average grade income level Flow %
B. Revenue generated by Music section in your store
(i) High grade income level: Revenue in 2004-05
Revenue in 2011-12
(ii) Medium grade income level: Revenue in 2004-05
Revenue in 2011-12
(iii) Average grade income level: Revenue in 2004-05
70
Revenue in 2011-12
C. Value of average stock maintained in Music section: Rs.
D. Is your stock efficient to revamp the Customer satisfaction in your store?
(i) Yes (ii) No(This research is done only for the education purpose. There is no financial/competitive motive.)
Questionnaire (Cards Department)
A. Which kind of customers generally visit at your Cards section and their flow?
(i) High grade income level Flow %
(ii) Medium grade income level Flow %
(iii) Average grade income level Flow %
B. Revenue generated by Cards section in your store
(i) High grade income level: Revenue in 2004-05
Revenue in 2011-12
(ii) Medium grade income level: Revenue in 2004-05
Revenue in 2011-12
(iii) Average grade income level: Revenue in 2004-05
71
Revenue in 2011-12
C. Value of average stock maintained in Card section: Rs.
D. Is your stock efficient to revamp the Customer satisfaction in your store?
(i) Yes (ii) No
Questionnaire filled up by :Designation :Age :Working here for :Date & Time :Place :
(Be sure that all the details will be kept in safe and will not be disclosed or used on any others purpose)
Thanking for your valuable time and support.
72
PHASE-II
73
74
THE GREAT INDIA PLACE
Formats of the stores in the Great India Place:
SRL NO NAME OF THE STORE TYPE OF THE STOREGROUND FLOOR
1 GLOBUS SPECIALITY CHAIN2 LIFE STYLE DEPARTMENTAL STORE3 BOSSINI SHOP4 METRO SHOES SPECIALITY CHAIN5 WOODLAND SPECIALITY CHAIN6 TANABANA SHOP7 BOMBEY SELECTION SHOP8 M & B FOOTWARE SPECIALITY CHAIN9 NAKSHATRA SPECIALITY CHAIN10 MARKS & SPENCER DEPARTMENTAL STORE11 LEVIS FLAGSHOP SPECIALITY CHAIN12 GIOVANI SHOP13 SHOPPERS STOP DEPARTMENTAL STORE14 PANTALOONS DEPARTMENTAL STORE15 INDIGO NATION SPECIALITY CHAIN
75
16 LILLIPUT SPECIALITY CHAIN17 WILLS LIFESTYLE DEPARTMENTAL STORE18 KAZO SHOP19 COSTA COFFEE SPECIALITY CHAIN20 KFC SPECIALITY CHAIN21 PIZZA HUT SPECIALITY CHAIN22 ZARDARI SHOP23 DIMENSION SHOP24 KILOL SHOP25 KALPANA SAREES SPECIALITY CHAIN26 MEENA BAJAR DEPARTMENTAL STORE27 ZODIAC SPECIALITY CHAIN28 REEBOK SPECIALITY CHAIN29 BG's SPECIALITY CHAIN30 ARCHIES SPECIALITY CHAIN31 WORLD OF TITAN SPECIALITY CHAIN32 HOME TOWN HYPER MARKET33 BIG BAZAAR HYPER MARKET
FIRST FLOOR
34 MONTE CARLO SPECIALITY CHAIN35 REID & TAYLOR SPECIALITY CHAIN36 PALL MALL SHOP37 CAFÉ COFFE DAY SPECIALITY CHAIN38 RAYMOND SPECIALITY CHAIN39 SAMSONITE SPECIALITY CHAIN40 SHOPPERS STOP DEPARTMENTAL STORE41 VEN HEAUSEN SPECIALITY CHAIN42 ADIDAS SPECIALITY CHAIN43 SPYKAR SPECIALITY CHAIN44 REEBOK SPECIALITY CHAIN45 LEE SPECIALITY CHAIN46 NIKE SPECIALITY CHAIN47 GLOBUS SHOP48 PUMA SPECIALITY CHAIN49 MOUSTACHE SPECIALITY CHAIN50 GILI WORLD SPECIALITY CHAIN51 BLACKBERRY SPECIALITY CHAIN52 RITU KUMAR SPECIALITY CHAIN53 HIMALAYA OPTICAL SPECIALITY CHAIN54 LACOSTE SPECIALITY CHAIN55 KODAK EXPRESS SPECIALITY CHAIN
76
2ND FLOOR
56 ME 'n' MOM SPECIALITY CHAIN57 CASIO SPECIALITY CHAIN58 CARLTON LONDON SPECIALITY CHAIN59 KITTEN SHOES SHOP60 CATMOSS SHOP61 OCTMOSS SHOP62 OCTAVE SHOP63 MAX LIFESTYLE SPECIALITY CHAIN64 GKB OPTICAL SPECIALITY CHAIN65 PEPE JEANS LONDON SPECIALITY CHAIN66 ODYSSEY SPECIALITY CHAIN67 BOSE SPECIALITY CHAIN68 STEPPING STONE SPECIALITY CHAIN69 VIVID SPECIALITY CHAIN70 ZEST SHOP71 INDIGO SPECIALITY CHAIN72 SHAW BROTHERS SHOP
THIRD FLOOR
73 HOOP SHOP74 BARISTA SPECIALITY CHAIN75 BOWLING CO SPECIALITY CHAIN76 YATRA SPECIALITY CHAIN77 STREET FOOD OF INDIA SPECIALITY CHAIN78 NIRULA's SHOP79 TANDOORI VILLAGE SHOP80 YO CHINA SPECIALITY CHAIN81 SAGAR RATNA SHOP82 SANRIO SHOP83 ICE CURE SHOP84 BIG CINEMAS SPECIALITY CHAIN85 MUSIC LAND SPECIALITY CHAIN86 MASAKALI SHOP87 MY DOLLER STORE SPECIALITY CHAIN88 JUMBO ELEVTRONIC SHOP89 STAPLES SPECIALITY CHAIN90 FIT & ACTIVE GYM SHOP
77
78